Commercial Feature
Parents faced with higher price tags as top toys list for Christmas goes high-tech and is packed full of kid versions of adult must-have toys and games

• The average price tag of the Toy Retailers Association’s ‘Dream Dozen’ has increased by 51% in 2010, standing at £39.41 compared to its recession-busting low of £26.16 in 2009^[1]
• This year’s Dream Dozen list features more highly priced toys than any other in the last five years, with a third (33%) of the toys in the top twelve priced over £50^[2]
• Prices in this year’s predicted best-sellers list range from £19.99 to £84.99, a sharp increase from £9.99 to £49.99 in 2009^[1]
• Established favourites get a tech-twist and a price makeover, with 2010’s Monopoly Revolution retailing at £29.99 – a price hike of £5 or 20% on last year’s version and of £10 or 50% compared to 2005’s Monopoly Here and Now^[2]
• Parents can make average savings of 20% by buying this year’s most popular toys and games online. For example, the Nerf N Strike Stampede is currently 27% (£15)  cheaper online, and Jet Pack Buzz Lightyear is 25% (£10.02) cheaper ^[3]

Based on the official ‘dream toys’ list released this morning by the Toy Retailers Association (TRA), parents are faced with higher price tags this Christmas as predicted best-sellers go high-tech in a bid to keep the nation’s children entertained. The 2010 annual toy list from the TRA is packed full of kiddie versions of current adult must-haves, with even established favourites being brought up to the 21^st century with tech- makeovers.  According to analysis from Kelkoo, the online shopping comparison site, with this ‘tech twist’ comes a heftier price tag.

Following last year’s recession-inspired list which carried an average price of just £26.16, parents will have to dig a little deeper this year, with the average cost of 2010’s ‘Dream Dozen’ toys priced at £39.41 – an increase of 51%.  The list also features more highly priced toys and games than any other in the last five years, with a third of toys (four out of the 12) retailing at over £50, compared with last year when no toy exceeded £49.99.  The price gap between the most and least expensive toys on the list has also widened, with prices in 2010 ranging from £19.99 to £84.99 compared with £9.99 to £49.99 in 2009. 

In addition to the newer innovations such as the VTech Kidizoom VideoCam and the Paper Jamz Guitar, classic toys and games have also undergone a revolutionary makeover. For example, parents buying this year’s must-have board game, Monopoly Revolution (complete with electronic  game pod featuring song clips, sound effects and bank balance tracking capability), will have to pay 20% more than in 2009 (Monopoly City, £24.99) and 50% more than in 2005 (Monopoly Here and Now, £19.99). Similarly, Barbie Video Girl, which has a concealed camera and LCD video screen, features high on the TRA’s ‘Cool Toyz Top 12’ list and is retailing at £59.99 – £40 or 200% more than 2009’s Barbie & The 3 Musketeers Corinne Doll which cost just £19.99. 

Luckily for price conscious parents, by purchasing this year’s Dream Dozen online instead of on the high street, the total price of the top 12 toys shrinks by a whopping £97.63, with an average saving of 20% or £8.14 per toy.  The greatest savings available online versus the high street can be found on the Nerf N Strike Stampede, currently 27% or £15 cheaper online and Jet Pack Buzz Lightyear at 25% or £10.02 cheaper if purchasing on the web. 

TRA Dream Dozen 2010, Online v. RRP  ^[3]

Bruce Fair, managing director at Kelkoo.co.uk comments: “2010 has been whirlwind year for technology with high profile product launches from sector heavyweights such as Apple, Microsoft, and Sony. It’s no surprise that the appetite for all things ‘tech’ has filtered through to the Christmas toy market with adult gadgets for kids dominating the TRA’s most wanted lists this year. A swing back to the future from last year’s ‘retro’ nostalgic theme.  With established favourites also getting a techno-twist upgrade, along with recent robotic or electronic innovations such as Jet Pack Buzz Lightyear, VTech Kidizoom VideoCam and FurReal Go Go Talking Pup, the toys under this year’s tree should keep even the most gadget hungry children satisfied.” 

The release of the TRA’s list only serves to fuel demand, and in 2009 it was widely reported that stocks of the most popular toys featured on it, such as Go Go Hamsters, the Sylvanian Family Ranges and Lego were all running in short supply or selling out entirely at major stores such as John Lewis, Toys R Us and Argos.  This year could see a similar story. With reported sluggish production and delays on shipments of toys and games from China, along with UK retailers continuing to be conservative with the amount of stock they hold, leaving Christmas toy shopping to the last minute may not be a wise option. 

Fair concludes: “It’s certainly no picnic traipsing the streets searching for the most popular toys and games and many parents will have experienced that sinking feeling when faced with an empty shelf.  By shopping online well in advance, parents can be sure that their kids don’t wake up on Christmas morning with a stocking full of disappointment. They will also have the peace of mind that they are benefitting from the most competitive prices available.”