Countdown begins to Dream Toys 2014

The 12 days of Christmas will be the theme for this year's event, taking place on November 5th.
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The team behind Dream Toys is aiming to make this year’s event the best yet, with a new theme and more categories than before.

The annual pre-Christmas industry showcase will take place on Wednesday, November 5th at St Mary’s Church in Marylebone, London.

This year’s theme will be the 12 days of Christmas. There will be more categories than in 2013, but like last year, these will be PR-led rather than the traditional toy categories. The top 12 – rather than ten – has also been mooted to make a comeback.

“We’ve taken on board more comments this year from the manufacturers having discussed the theme with them,” Dean Barrett from the Dream Toys press office told ToyNews.

“Dream Toys is a collaborative event, which I think gives it the edge over the other preview events. We’re not working to any agendas, just retailers and manufacturers working together to create a list and an event that accurately reflects the market.

“The team behind Dream Toys work really hard to make each year better than the last one – our goal is to be the best every time. At the end of the day, the toys are the stars of the show,” Barrett continued.

Gary Grant, chair of the Dream Toys committee, added: “Why Dream Toys? Well, we are independent, not sponsored by batteries or any other special interest group. You can’t buy your way into Dream Toys.

“It’s all about both sides of the industry working together to achieve a common goal which is to positively promote toys in the run up to the peak season, and where we attempt to capture some of that magic that makes Christmas so special.

“We achieve this together in a way that we cannot achieve separately, and it’s the collaborative nature of Dream Toys that makes it worthwhile and something rather special,” Grant added.

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