You may still be on summer vacation and there are still a few weeks until the time change, but – grin, look away – the countdown to Christmas has begun.
We still have 124 sleeps to go, gift catalogues are landing on the doormats, tickets for winter wonderlands and ice rinks are being booked and heaven help you if you haven’t yet put your name on the waiting list for a chic beauty advent calendar.
Now John Lewis has stepped into the ring and given Brits a first look at the toys that shoppers are expected to be looking for everywhere in December.
The big day is apparently “always on the minds of customers,” the department store said. There were more than 1,000 searches for “Christmas” on its website in August, despite – or perhaps because of – a string of fine weather, including the hottest day of the year.
Even if you don’t plan on starting your Christmas shopping in the summer, the list can be varied if you’re stuck in holiday traffic.
The most expensive item on the John Lewis list is a £250 ‘deluxe’ play kitchen, which offers a first look at the fancy homewares. The set features an American fridge/freezer with an ice maker that dispenses (wooden) ice cubes. A full dinner service and condiments are also included.
Parents may have their doubts as to whether this is actually a galley kitchen, but the brief description promises that the expensive furnishings, designed to fire the imagination of the next Jamie Oliver or Nigella Lawson, “fit seamlessly into communal areas”.
Next up is another Mini-Me toy that prepares children for a world of increasing self-service retail. The wooden vending machine, which dispenses play food, is operated with play coins or bank cards. Makers Melissa & Doug say the machine teaches children cause and effect while encouraging letter, number and color recognition.
The list also follows the maxim that Christmas isn’t complete without a new musical toy. And with the vinyl revival in full swing, the retailer is offering a £28 record player for kids. The VTech sound system comes with five CDs, offering an introduction to genres such as jazz, techno, hip hop and country music.
Evergreen brands Lego, Play-Doh and Barbie also feature on the list. Buoyed by the success of the film starring Margot Robbie and recent Netflix cartoons, the Mattel doll continues to be popular. With countless Barbie toys to choose from, John Lewis has opted for the £70 “ultimate stable playset”, which also capitalises on the increased interest in horses following Britain’s medal win at the Olympic Games.
Alan Wright, the department store’s toy and book buyer, said they looked for products that adults and children could enjoy together. “Whether it’s building toys together as a family or role-playing with friends, each of the toys encourages social play in a unique way, regardless of age,” he added.
Despite the challenges posed by the cost of living crisis, retailers are optimistic that shoppers will spend more this Christmas, with analysts pointing to the impact of rising wages, easing inflation and lower social security contributions, as well as the interest rate cut, even as energy costs head in the wrong direction.
The forecast for the top 10 toys this Christmas
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Squish-a-Longs 14 pack – £14.99
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Play-Doh Rainbow Swirl Ice Cream Set – £20.99
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VTech My 1st Record Player – £27.99
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Gecko Hexbug – £29.99
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Bonnie Bear – £32.99
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Lego Sleigh – £39.99
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Connetix Magnetic Tiles Rainbow Motion Pack – £45
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Ultimate Barbie Stable – £69.99
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Melissa & Doug Vending Machine – £79.99
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Deluxe Wooden Play Kitchen – £250
