This year’s Dream Toys has been given a thumbs up from the industry, with many saying the event was the busiest ever, with a good mix of broadcast and national media.
While technology featured heavily, there was still a good mix of traditional brands, classic characters and newer innovations making the overall top 70.
All the companies ToyNews spoke to seemed pleased with the products which had made the shortlist and, despite the multitude of Christmas lists now available, believe Dream Toys still holds a high level of importance.
“It’s clear that the TRA has worked hard to ensure that a cross section of manufacturers of all sizes are represented at the event,” commented Sarah Allen, Mattel’s director of public relations. “We definitely saw a great turn out from the short-lead news media – most national newspapers covered the event along with strong representation across national broadcast – although there were a few notable absences.”
Flair’s marketing services director, Lindsay Hardy, added: “I do think it’s an important showcase for the industry as a whole and being in half-term week is about right as far as we are concerned.
“Overall it did seem busier than 2010; the new layout seemed to make it easier for filming and demonstrating products.”
Heather Corbett, UK and Europe marketing manager at Innovation First, pointed out: “The fact that Daybreak featured toys that made the top 70 but not necessarily in the Dream Dozen was encouraging and meant that everyone that exhibited had a real chance of getting TV coverage for their product.”
Dream Toys Soundbites
There was a fantastic TV presence steadily throughout the whole day, however, I didn’t see as many national print journalists as I would have hoped to. The event always has a great atmosphere and is a fabulous opportunity to get together with other key players in the industry.”
Marian Davis, Marketing Manager, Zapf Creation/MGA
“Dream Toys is a regular calendar event for LeapFrog and we feel the importance of the event is mirrored by the media exposure we’ve seen in the aftermath.”
Claire Cattanach, Marketing Manager, LeapFrog
“It was a brilliant event; it has never been busier. Doggie Doo received unprecedented coverage and we have been inundated with enquiries from consumers, retailers and press.”
Bruno Gallone, Sales Director, John Adams
“We are delighted that Moshi Monsters made the top 12. There’s a real buzz about the event.”
Emma Weber, Marketing and Licensing Director, Vivid
“We are always honoured to be included in the top 12 Dream Toys.”
David Buxbaum, Director of Marketing, Lego UK
“We’re delighted that the GX Buggy won a Kids’ Choice award, which we think was a great addition to the process. Despite not being in the Dream Dozen we still managed to get some fantastic TV coverage.”
Sarah Davies, Senior Brand Manager, Tomy
“We are delighted that Kidizoom Twist is one of the Toy Retailers top toys for Christmas and has been selected as the Mum’s Choice too. This is the third innovation from the Kidizoom range which has been crowned one of the Dream Dozen and we look forward to another great Christmas.”
Gemma Ellis, Product Manager, VTech
“The event is always well organised, both logistically in the run up and on the day, PR wise. I would say the number of journalists who came along was about the same as last year, but having both BBC and ITN there first thing was very impressive.”
Ray Hodges, Drumond Park PR Consultant
“This year’s event was definitely busier than last year and also had a good mix of media. It’s a worthwhile day to be involved with.”
Jamie Dickinson, Marketing Manager, Playmobil UK