Toy list rivalry continues

This year there will be two high profile ‘hot toy’ lists, after the Dream Toys committee and US mag Toy Wishes failed to reach agreement on working together cooperatively.
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Whilst the two parties have at least managed to avoid canniballising their respective lists by releasing them at the same time, the situation is not one which either party would have sought initially.

Dream Toys will take place as planned on October 11th with the top toy lists released at 7am. Toy Wishes, which was hoping to launch a UK version of its successful US consumer magazine at Dream Toys will publish “some days” after the event and will not release information on its Hot Dozen list prior to that.

A statement from the TRA said: “ As many in the industry will be aware, Toy Wishes and Dream Toys had discussions with the aim of co-operating on the launch of their UK magazine in conjunction with the Dream Toys event in October.

“Discussions continued over several months to discover the common ground between the Dream Toys Media Show announcing the industry's predicted Top Toys and the consumer magazine Toy Wishes which plans to launch based on their US model.

“Whilst both parties agree that there is potential overlap and some risk of interaction between the two products in the eyes of the media we have been unable to reach agreement on a mutually beneficial way to proceed together.”



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