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Preschool names make Dream Toys 2018 listing

Spin Master, Mattel, Character Options, VTech among those with product named in annual shortlist.

This year’s Dream Toys has been revealed, with a host of preschool products making the long list – and the PAW Patrol brand appearing in the ‘Dream Dozen’.

The listing – which was announced yesterday (November 14) at a special event at St Mary’s Church, Marylebone – traditionally highlights the toys which will be the most popular choices for Christmas.

This year’s long list – which is broken down into eight categories – features more than 70 toys.

PAW Patrol Ultimate Fire Truck from Spin Master made the top 12 toys, while the dedicated preschool category featured a further six toys.

These were:

  • Baby Annabell Milly Feels Better – Zapf Creation
  • Fisher-Price Dance & Groove Rockit – Mattel
  • LeapFrog LeapStart 3D – LeapFrog
  • Peppa Pig Mobile Medical Centre – Character Options
  • Sylvanian Families Baby Castle Nursery – Epoch making toys
  • Toot-Toot Friends Pirate Ship – VTech

“With annual sales of £3.5 billion, the UK toy industry is the largest in Europe and fourth globally,” commented Frederique Tutt, global analyst for the NPD Group’s toy division. “This year again, traditional play patterns will dominate Christmas trends with dolls (play-set and nurturing dolls), arts and crafts (slime), board games and hot licences continuing to be favourites with parents and gift givers alike.

“The collectable-mania (+30% year-to-date) fuelled by millions of ‘unboxing’ videos posted on social media by influencers – both children and adults – will also continue around Christmas time with larger packs.”

The list garnered significant attention from the media, with spots on BBC Breakfast and ITV’s This Morning, as well as coverage across key newspapers and online sites.

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