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DreamToys is a major media initiative run by the Toy Retailers Association and supported by members of the British Toy and Hobby Association.
DreamToys marks the real countdown to Christmas and encourages gift givers not to leave purchases to the last minute in order to avoid disappointment.
In early November media representatives are invited to a central London venue to view the toys that have deemed to be the 'must have' DreamToys for that Christmas.
The list is decided on by a panel of retailers made up of large chains, large and small multiples and independent retailers.
The day secures coverage on national television and radio, local radio, national and local newspapers and is hotly debated across social media including #DreamToysUK.
DreamToys also provides TRA members with a hook to start their own local Christmas countdown campaigns and feature toys that have been included in the list and appeared within the national media coverage.