September 1, 2022
It’s September, and if you’re a parent, you may be thinking what a relief it is to have the kids back in school. If you’re a fan of the creepy, you might be anticipating Halloween. What you likely aren’t thinking about is which toys you need to buy this holiday season (but you can bet the kids are). Santa is already making a list and checking it twice. Retailers, who think about every holiday far earlier than most of us (hello, holiday décor in August), are making their own lists. And just like Santa and the kids, a lot of them are focusing on toys.
In our business, when it comes to toys, we’re thinking specifically about licensed products. Earlier this week, when Walmart came out with its 2022 Top Toy List, it was chock-full of licensed toys.
This year’s list includes giant-size brands and franchises like LEGO, Pokémon, “CoComelon,” “Jurassic World,” Hot Wheels, L.O.L. Surprise, “PAW Patrol,” Barbie, Magic Mixies and more, with something for every kid’s holiday wish list. And that includes offerings for wee ones and older kids. There are PlayStation, Nintendo and Xbox games for big kids (and let’s be honest, grown-ups too), including “LEGO Star Wars: The Skywalker Saga.” Licensed preschool toys include “CoComelon,” “Bluey,” “Gabby’s Dollhouse” and “PAW Patrol.” Film-inspired choices include toys from the “Star Wars,” “Spider-Man” and “Jurassic Park” franchises.
Children’s entertainment company, Spin Master, has five toys on the list. The company released its own press release to share the news that Kinetic Sand Swirl N’ Surprise Playset, Bakugan Genesis Collection Pack, Purse Pets “Glami-cone,” “PAW Patrol” Big Truck Pups Truck Stop HQ and Gabby’s Purrfect Dollhouse were all selected to join the ranks of this year’s must-have toys.
“Our 2022 holiday toy line up is packed with innovation, and we are honored to have five of our toys on Walmart's Top Toy List this year,” says Chris Beardall, president, toys and chief commercial officer, Spin Master. “Being recognized by Walmart demonstrates our continued commitment to delivering innovation, inspiration and reimaging everyday play for kids around the world.”
LeapFrog was also quick to release an announcement that its My Pal Scout Smarty Paws made the list.
You Better Watch Out
This year, like every year, there will be a lot of factors to consider going into the holiday season. Supply chain issues, global unrest, uncertain weather conditions and continued concerns over the economy are just a few things that could affect holiday shopping. And just as License Global reported last year, uncertainty leads to early holiday shopping. According to research from Salesforce, 42% more shoppers worldwide and 37% more in the U.S. plan to start buying gifts earlier – the No. 1 behavioral change this holiday is due to inflation.
Walmart said in its release that it was unveiling its list to help families plan ahead and save on their wish lists this holiday season.
“We know our customers are shopping early, and finding the lowest prices on toy gifts is a priority for many families this year,” says Laura Rush, senior vice president, electronics, toys and seasonal, Walmart U.S.
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