DreamToys

A major media initiative run by the Toy Retailers Association

Supported by members of the British Toy and Hobby Association, DreamToys 2021 took place on Wednesday 3rd November.

DreamToys marks the real countdown to Christmas and encourages gift givers not to leave purchases to the last minute in order to avoid disappointment.

Every November media representatives are invited to a London venue to view the toys that have deemed to be the ‘must have’ DreamToys for that Christmas – although the event was virtual in October 2020 because of Covid-19.

The list is decided by a panel of retailers made up of large chains, large and small multiples and independent retailers including the Entertainer, Smyths, Toytown, Toymaster, AIS, Selfridges and Hamley’s.

The day secures coverage on national television and radio, local radio, national and local newspapers and is promoted across social media using #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.

Watch the 2021 DreamToys video with DreamToys selection committee chairman Gary Grant and presenter Gavin Inskip.