DREAM TOYS 2010: The reaction

Suppliers at Dream Toys have been airing their views to ToyNews, expressing a mixture of delight and disappointment.
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Sally Plumridge, representing Wowwee, was pleased to have the firm's Paper Jamz range in the Dream Dozen: "It’s been fantastic for us. We are a new company, so it a huge, huge accolade to be included in the Dream Dozen. There’s been fantastic press coverage so far and we’re hoping to get more as the day goes on.”

Susan Journeaux, marketing services manager at Flair, which had its Sylvanian Motorcycle and Sidecar in the main list, commented: "We’re really happy to have Sylvanian Families in the Dream Dozen. It’s been a great turnout from the press this year and everyone is interested in the top 12 products, so we’ve been really busy."

Pete Fuller, marketing manager at Mega Brands had a bit of celebrity help at the event: “We’re really excited that Halo got into the top 12 boys list. We’ve also had Daniel Roche from Outnumbered on the stand, as the ambassador for Dragon’s Universe, which is our biggest brand for 2011. His presence has created some extra press coverage for us.”

Iain Morgan, MD of Bladez Toyz felt the event was less busy: "It’s only my second year here, but the event seems a lot quieter this year. Last year, there seemed to be more press and TV cameras, but it’s quality, not quantity."

Emma Owen, PR and Promotions Manager for Lego echoed this, and said: “This is my first time at Dream Toys, but I was expecting it to be busier. I thought we would see more journalists than we have today. But the press that have been here have been very interested in our products.”

However, Henry Foulds, PR and communications manager at Hasbro said it was busier than ever: "It has been manic, the busiest we’ve been at this event for a number of years. There’s been great press attendance and overall, I think it’s a valuable and important event for the industry.”

Benn Bramwell, marketing manager at Ravensburger, added: "Of course we’re disappointed not to be in the Dream Dozen. We’ve got a great game, that we hoped would be represented, but we’ll get adequate coverage from it. It’s a shame a few of the TV companies are absent this year.”

Marian Davis, marketing manager for MGA Entertainment was happy with the firm's presence in the lists: “We’re delighted to have three products in the top twelve girls list. It’s always disappointing not to reach the Dream Dozen, but we were on that list for a few years running, so it’s only fair to give others a chance. It’s a generally great event for us and we see great value in attending, but I feel this year there could have been a bit more pzazz and excitement.”

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