Festive gifts are ‘not just child’s play’ for industry

By Subi Shah

IT IS the highlight of the British toy industry calendar – DreamToys is an opportunity to regress to those carefree days of childhood when magic was “real” and so was Father Christmas.

At this press view, sensible(ish) grown-ups are given a sneak preview of what the Toy Retailers Association predict breitling watches will be the top 12 best-selling items in the run-up to Christmas and the New Year.

The list is compiled by an independent panel of retailers and industry experts who whittle down a long list to 80 and further again, to 12 ‘must-haves’.

Media spokesman Ravi Vijh said: “The Christmas toy market is worth around £1 billion to the UK toy industry – that’s about 30 per cent of annual revenue being generated in the last few weeks of the year. In that sense, although it looks like child’s play, it is actually a pretty serious business.”

At a preview earlier this month in London, well-healed professionals, suited and booted, were delighted as they danced with twerking llamas, or pretended to drop dead when hit by a foam bullet from a toy gun. It was genuine madness.

Many of the products on display appear to be made of plastic. Surely, reducing plastic waste for future generations should be encouraged by the industry?

Vijh said: “I absolutely agree this is an issue to be tackled and manufacturers have already begun to take action, in that there is far less plastic packaging on newer toys, although more work could be done."