2013 is first year of 'evolutionary' process for event; new date of November 6th; Bastion on board.

Shake up for Dream Toys

The popular Dream Toys event is set for an overhaul over the coming years.

Significant changes have already been made to the 2013 event – which takes place on November 6th at St Mary’s Church – with it being viewed as the first year of an evolutionary process for Dream Toys, aimed to reaffirm is position as the leading Christmas list. As part of this, respected agency Bastion has been appointed to help in the re-energising of the brand.

While the focus will remain on the top Dream Toys, an effort will be made to highlight all toys on the shortlist. The selection panel has been tasked with attempting to choose a shortlist of 50 toys, from which it will then select its top ten Dream Toys. New categories will be created to encompass all the top 50, offering the media more and varied news angles from the event.

The selection panel is now also drawn across a wide selection of retailers and is not just TRA members, making the selection completely independent.

Suppliers are invited onto the Dream Toys shortlist by the selection panel, purely based on the merit of the toy alone.

Gary Grant, chairman of the Dream Toys committee, explained: “Dream Toys is the most compelling and rigorously chosen of all the top toy lists that are currently issued by retailers in the run up to Christmas.

“After a compelling pitch, the Dream Toys committee unanimously agreed on hiring the services of Bastion to re-energise the brand. For Dream Toys 2013, we plan to reinvigorate the brand with an exciting Christmas theme, transporting media and visitors to that first day of Christmas where many children look forward to the toy presents that await them.

“The panel has been challenged with selecting a top 50 shortlist and a top ten from that 50. Add to this a range of categories that will encompass all 50 toys and this will give us many more story angles we can offer the media.”
Grant continued: “For 2014 and beyond, the Dream Toys committee is committed to exploring further options to evolve the brand, as we are committed to keeping Dream Toys the pinnacle event for the Christmas toy market.”

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