Holiday marketing begins early

How early? Well, UK retailer John Lewis actually plans two years ahead, analysing trends and preparing themes for holiday windows, displays and communications content. This is the only way to coordinate products, messages and in-store merchandising on schedule.

Selfridges was the earliest of all UK retailers to reveal its 2018 holiday window displays, on 18 October. The theme is rock 'n roll. Quoting the store: 'It’s about freedom, exuberance, living for today, and having a rocking time to the accompaniment of a great soundtrack'. See the full window displays from Oxford Street, London, here!

Hamley's Regent Street windows are all about holiday time in London, including markets and festivals. This year's focus is on plush toys, plush toys, plush toys in the windows and inside (plus other must-have toys).

Fenwick Newcastle's windows feature a jolly snowman come to life, from the children's book by Raymond Briggs, delighting the small boy who built the snowman.

Aldi's holiday advert again features Kevin the Carrot, returning from 2017 and 2016. The hashtag #SaveKevin engaged viewers to trend Aldi on social media following the advert on air.

Rival Lidl is airing three holiday adverts this year, themed 'upgrade your Christmas' with funny consequences. A Lidl exec says: 'Our classic humour and imagination runs through the series, providing Lidl laughs and mouth-watering products to marvel at'.

Nearly every day now, a retailer will be revealing windows or adverts and -- of course! -- special promotions to attract shoppers.

What's happening in the UK toy industry?

That's the question at the London toy fair, where hundreds of suppliers show their newest products and brand extensions to thousands of wholesale and retail buyers. And, of course, the media are invited (but no children). Above, from the Toy Fair Blog, a view of the giant show, which is taking place this week.

The Toy Character Parade is one of the special events that offer a preview of some of the branded characters consumers will see on store shelves later in 2018. In addition, electronic toys are, of course, still amongst the hottest items sought by consumers and, therefore, by retail buyers. Collectable toys are currently popular; also selling well are characters and brands already known to children and parents, such as Pokemon.

The Toy Fair also features a design seminar for students planning a career in the toy industry. Students not only hear from experts, they network with toy firms and design firms to learn more about internships and career possibilities.

As for the toy industry, UK sales of toys decreased a bit in 2017, to £3.4 billion. One reason: the rise of mobile games. Another reason: children spending more time in front of a screen (TV, phone, tablet, laptop). The decrease follows several years of sales increases. Will toy sales increase or decrease in 2018 as parents try to balance the amount of time children spend with screens/mobile games against the time spent playing with other types of toys?  

Marketing the hottest toys for Holiday 2015

Months in advance, retailers are publicising the toys they say will be the most popular, most purchased for the 2015 holiday season. What's on top?

• Hamleys: Many parents will remember Tracy Island Playset from decades past--and now, with the Thunderbirds back in the public eye, this newly interactive toy is back in the shops. Skate & Sing Elsa (above, from Disney's Frozen) will also be a top seller, says Hamleys.
• Argos: Minions Tumbling Stuart toy (from, of course, the Minions movie franchise) will be a top seller, along with My Friend Freddie (an interactive teddy), LEGO Deep Sea Exploration Vehicle and Barbie My Style House.
• Smyths Toys: Star Wars-the Force Awakens interactive figures, tied to the new movie, will be a big hit, says Smyths. Also: Paw Patroller, Pie Face and Disney Frozen-theme bicycles.

By the way, how does LEGO keep its innovative edge? As the world's largest toy marketer, Denmark-based LEGO must continuously innovate to maintain its marketing momentum. The company's Future Lab is responsible for trying new ideas, testing prototypes with children and using insights from failures to invent even more inventive playthings. 

Hot toys of today . . . and yesterday

When Debenhams looked back at the most popular toys of the past 50 years, it discovered that Cabbage Patch Dolls were far ahead of perennial favourites like Barbie and Lego.

The retailer's top picks for 2013 feature some technology toys (see Kurio) and some traditional toys (Monster High dolls, Lego sets).

The Toy Retailers Association has listed its top 2013 picks, which include Lego, Furby and of course tech toys like the LeapPad Ultra.

Hamleys is carrying today's hot toys, but it also put another old favourite Beanie Babies, in its Regent Street Xmas windows this year. The toy store says an updated version of the Teksta robotic dog has been selling well. And, like so many other retailers, Hamleys invites customers to join the conversation on its Facebook page.

LEGO: Ready for the holidays and the movies

Just in time for the holidays, LEGO is once again showing sophisticated displays built of plastic blocks in Covent Garden. This year's winter display is a giant snow globe filled with miniature versions of the London Eye, Big Ben and other iconic sites of the UK. Last year, LEGO built an advent calendar out of plastic blocks...all to show the creativity and versatility of a toy that remains on most "must-have" lists. In fact, according to experts, the 2013 top holiday toy list includes the LEGO City Coast Guard block set.

Yes, LEGO designs are big business. A new display of LEGO architecture at the Paisley Museum recreates many familiar sites from around London, from Olympic Park to St Pancras Station. Visitors will appreciate the ingenuity of the designs and go home inspired to build their own versions, or assemble something from the many available kits.

LEGO, the world's 2d-largest toy maker, stays on top through constant innovation. Designers hoping for a LEGO job arrive in Denmark every year to participate in a challenging two-day "recruit workshop." They receive a bag of LEGO blocks with instructions to build something that fits with a current product-line theme; they're asked to design mini-figures; and all the projects must be completed within a strict time period, working alongside other competitors for the few LEGO jobs that are to be filled. 

What's next? Early in 2014, watch for the LEGO movie being released by Warner Bros. and promoted by social media.

Christmas toys 2012 (with ghosts of Christmas past)

This year's lists of top toys for Christmas include a number of favourites from the past, including Legos, Furby (a hit in 1998 for the first time) and Cabbage Patch Kids (30 years after their debut under this brand).

• The Toy Retailers Association's 2012 list of Dream Toys includes a mix of traditional and electronic toys like LeapPads and Legos.  
• Hamley's list of top toys includes Subbuteo, Moshi Monsters and some of the popular toys from the Dream Toys list.

Zhu Zhu Pets, hot toys from previous years, aren't on the lists for 2012, and their lack of popularity is one reason that toy company Character Group is seeing sales decrease. Character Group's Peppa Pig, Scooby Doo and Fireman Sam toys are still selling in Europe, but Zhu Zhu Pets have fallen out of favour this year.

Will Zhu Zhu Pets return to the Dream Toys list in 2013, 2014 or beyond? What about Furby, Cabbage Patch Kids and Moshi Monsters?

Biggest holiday toy hits of 2011?

The Toy Retailers Association has released its list of toys expected to be in highest demand during this holiday buying season. First, a look back. In 2010, the association said that the following would be the biggest holiday gift sellers:

Lego City Airport, Fireman Sam Deluxe Fire Station Playset, Hasbro's FurReal Go Go Walking Pup, Mattel's Jet Pack Buzz Lightyear, Kidizoom VideoCam, Monopoly Revolution, Moon Dough Barn, Nerf N Strike Stampede, Paper Jamz Guitar, ‘Pumpaloons’ – action game, Sylvanian Families Motorcycle and Sidecar, and ZhuZhu Grooming Salon.

In 2011, the association predicts that these toys will top holiday gift lists:

Doggie Doo (above), Fijit Friends, Fireman Sam Pontypandy Rescue Set, Kidizoom Twist, LeapPad Explorer, Let's Rock Elmo, Milky the Bunny, Monster High Lagoona's Hydration Station, Moshling Tree House, Nerf Vortex Nitron Blaster, Ninjago Fire Temple from Lego, and the Star Wars Ultimate Force Tech Lightsaber Assortment.

After the announcement, the Toronto Star's headline read: Is a pooping dog this year's hottest Christmas toy?

My question exactly. We'll know the answer before long.

Must-Have Toys for the Holidays 2009

The Telegraph asked its reporters to find the must-have toys of this year's holiday season. They came back with this video. I don't know whether kids will agree with their choices, but the reporters are definitely having fun.

The Toy Retailers Association released its own list...with some new toys that update last year's Bakugan craze as well as toys linked to movies like Transformers 2.

Toy News reported on what Toys 'R' Us thinks will be its top 2009 holiday best-sellers. No surprise, Bakugan is on the list.

On the Argos Top 10 list are a LEGO toy, a Transformers 2 toy and Lulu My Cuddlin' Kitten. Only 50 shopping days left. Then we'll see which toys really topped the lists.