October 31, 2022
As we’ve been reporting since September, a huge part of the holidays is toys. Being aware of what’s hot in the toy aisle is vital this time of year for parents who want to snag the things their kids want before they’re gone. While we haven’t seen many toy riots since the parental battles and price mark-ups for Furbies in 1998, supply chain issues may feed parents’ nagging concern that it could happen again.
Consulting Santa’s Helpers
Where to shop? What to buy? Fortunately, brand licensors, licensees and retailers began circulating lists of must-have toys early this year, giving Santa (i.e., parents and loved ones) plenty of time to plan and
Walmart was first out of the gate with its 2022 Top Toy List, which
featured last month.
when, just a few weeks later, across the pond, U.K. toy retailer, Argos, announced its list of the top toys for 2022, including numerous budget-friendly options.
Amazon U.K.’s list of Top Ten Toys for Christmas 2022, featuring predictions by Amazon experts, captures the latest in toy trends including pretend play, top franchises like
and tech-led educational toys.
As early as July,
Macy’s was expanding its partnership with
to bring the Toys ‘R’ Us brand to every Macy’s store in the U.S. this holiday season.
subsequently released
, featuring favorite brands like
,
,
,
,
,
and more.
“We are excited to bring you Geoffrey’s Hot Toy List for the 2022 holiday season,” says Adeline Trento, resident toy expert, Macy’s. “This year, families and kids of all ages will have the Toys ‘R’ Us experience in our stores to explore and discover all of these fun toys. We have the coolest and most-beloved toys of the holiday season, sure to bring joy and excitement to every kid.”
Geoffrey’s Top 10 Toys List:
- Barbie Color Reveal Tie Dye Fashion Maker Playset
- LEGO Jurassic World T-Rex and Atrociraptor Dinosaur Breakout
- Sharper Image Laser-Tag Set
- L.O.L.! Surprise OMG Fashion Show Dolls
- Spider-Man Ultimate Web Guitar
- Disney Junior Minnie Mouse Marvelous Mansion Playset
- Hot Wheels Monster Truck Tournament of Titans Raceway
- Fisher Price Laugh ‘n’ Learn 4-in-1 Game Experience Set
- Baby Alive Princess Ellie Grows Up Doll
- Pokémon Sword & Shield Series 10 Astral Radiance Elite Trainer Box
In September,
covered Target’s holiday toys news when it announced a multiyear exclusive agreement making FAO Schwarz toys available only at Target stores, Target.com and FAO store locations.
also has its own list of the
, presented by FAO Schwarz; its 10th annual Top Toys list includes brands like Disney,
and Mattel, as well as popular characters from properties like “
” and Marvel’s “
: Wakanda Forever.”
“One of the reasons families love shopping at Target is because of our incredible assortment of toys, and that selection is only getting better with our new exclusive agreement with the beloved FAO Schwarz brand,” says Jill Sando, executive vice president and chief merchandising officer, Target. “From hot new items to time-tested favorites, we’ve curated our annual list of Bullseye’s Top Toys to create an easy, fun and affordable way for guests to find just the right gift for every toy lover on their list. Simply put, there’s only one place parents and gift givers need to shop for toys this holiday season – and that’s Target.”
Shoppers will Look for Bargains
One thing everyone’s toy list seems to be keeping top of mind is budgets. As License Global reported last week, consumers are worried about rising holiday prices due to inflation, with
reporting 91% of consumers are expecting higher prices due to inflation.
Despite that, the
reports that 62% of holiday shoppers agree it is important to spend on holiday gifts and celebrations, and that they will do what they need to, even cutting back in other areas, so their loved ones get to celebrate like they always have.
While a “money is no object” sentiment can come into play when it comes to preserving tradition, the fact is the current economy is sparking a new frugality for many of us. So, it’s no surprise that many of the toy lists that have appeared thus far have focused, at least in some part, on affordable offerings. Prices on
’s 2022 Toys We Love list start at less than $10, and the list includes more than 100 new products and kid favorites under $50 from brands including
, Disney,
, LEGO and
.
list also included toys under £20 for budget-minded parents.
also released a list of its top toys for the season, featuring a variety of STEAM, arts and crafts and even glow-in-the-dark selections. Its list includes an assortment of “new toys and fan-favorites all under $25 to help families save and make delighting everyone on their gift-giving list easier this holiday season.”
expects retailers across the board to offer double-digit seasonal discounts within the range of 10% to 32%, with toys seeing a 22% price cut.
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