Brandscape

The race is on to be the top toy this Christmas

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Every year we take a keen interest in looking at the must-have toys for Christmas. This year more than ever, there are so many contenders for the race to be the top toy for the season.

All the retailers and industry expert lists show a wide variety of toys with no clear leader. Sure, those lists all contain the “old perennials” such as Lego, Duplo, Barbie Dolls etc., but there’s isn’t one toy that stands out amongst all others, you know, that toy that you are confident you can get and then it begins to dawn on you that there’s no stock anywhere!

It’s great to see so much variety and choice out there, and we thought we’d create our top list to share with you.

Best for: Cool Unboxing Experience
There’s been a huge trend on social media for unboxing and reveal videos, one of the most successful brands to tap into this was L.O.L Surprise!. Cosplay dress-up has also been growing in popularity in the UK with conventions and a huge following online, adults and children alike dress up in fantasy costumes then post their 15 second clip onto TikTok. The Barbie Cutie Reveal Doll successfully taps in both of these trends.

Best for: Future Geniuses
As far as inspirational role-play toys go you can’t beat the Melissa & Doug Super Smile Dentist Kit. It’s definitely a step up from the traditional fancy dress nurse and policeman’s outfit. It includes a set of pretend teeth, examination tools, toothbrush, toothpaste tube, dental rinse bottle, everything you need for a fun and engaging way to teach good dental health practices, and to ease kids’ fears or feelings of stress associated with a visit to the dentist.


Best for: Construction Fans
Lego has always featured high up the list, whether it’s the Star Wars Death Star, the Friends Coffee Shop or the Simpsons House. This year’s Lego Creator Expert Santa’s Visit looks like it’s going to be one of the most popular sets. This will be a hit with kids and parents alike. There’s a trend for making Lego sets and putting them on a shelf never to be played with. Unboxed and sealed, they can be a great future investment.

Best for: Totally Tech
Get creative and code, this little VTech JotBot Drawing & Coding Robot provides hours of artistic excitement and interactive fun, this robot toy is the perfect developmental toy and lets you code using fun draw codes found within the colour-coded guidebook. It’s ideal for boosting creative and artistic skills, along with spatial awareness. Simply enter the directional codes onto the arrow keys and away jotbot goes!

Best for: Fun Family
Picture it, Christmas Dinner is done and only the toffees are left in the selection tin, now it’s time for a board game. Pictionary Air Star Wars Family Drawing Game is the perfect alternative to get everyone up and get moving. This hilarious twist on the classic drawing game, syncs with your smart TV, take turns drawing clues in the air while your teammates guess the images that appear on the screen. The easy-to-use app lets you record your performance and play it back for more laughs in between rounds, or save and share it with your friends. The team with the most points wins.

Best for: Crafty Kids

Fuzzy-Felt has been a childhood favourite for many years, and has received a make-over. Mix and match the felt pieces to create your very own picture that will cling like magic to the felt board and when you want to create something new just take them off and a new picture can be made. Fuzzy felt brings hours of fun and your imagination to life with every different picture you create.
Fuzzy-Felt is great for encouraging children’s co-ordination, counting and storytelling, ideal for play groups and little ones to learn all about the farm and the animals.

Best for: Outdoor Fun
For years blaster guns have been so popular, this year the X-Shot Skins Last Stand, Game Over, Foam Dart Blaster is added to the armoury. Available in 4 unique skins to select and collect. With Air Pocket Technology: X-Shot Skins include new and improved Air Pocket Technology Darts for a further, faster, and more accurate shot! Definitely one for the warmer weather and the garden but bound to be a winner.

Best for: Social-Emotional Support

The TeeTurtle’s Reversible Octopus Plushie is the perfect fidget toy for stress relief. These plush toys flip inside out to show different colour and expression at each side. Smiley face reflects happy mood while the reverse side shows a less calm feelings. These little soft toys allow kids to express their mood without saying a word.

Whatever ends up under the tree on Christmas Eve is sure to be a great hit.

Remember, be kind and play nicely!

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