80% of Smyths’ top Christmas toys are licensed

Movie and TV licenses feature heavily in the UK and Ireland toy chain’s top 10 toys for Christmas list

Written by Rhys Thomas

Posted 10.10.2019 | Retail

80% of Smyths’ top Christmas toys are licensed thumbnail

Licensed toys dominate the list of top toys for Christmas from Smyths Toys Superstores, one of the UK and Ireland’s leading independent retailers with more than 120 stores.

Only two of the 10 products it expects to rank highly on kids’ wish lists this year are not widely licensed.

TV and movie properties like PAW Patrol, Harry Potter and Toy Story are hot picks, and even brands that started in the toy aisle, like Mattel’s Barbie and L.O.L Surprise!, have become regularly licensed brands in apparel, gifts and more.

Sinead Byrne, joint Head of Marketing at Smyths Toys, says the decision-making process was “really difficult” this year due to the volume of “fantastic new toys” that have launched over the past 12 months. But it was the licensed toys that prevailed.

“Forky, Cubby and Boppi have stolen our hearts this year, and we are super excited for the Frozen Arendelle Castle that has just launched,” she adds. “Toys are travelling in style with the LOL! Glamper, Barbie Dream Plane and Paw Patrol Jet. All guaranteed to entertain kids this Christmas.”

Smyths Toys Superstores top 10 toys for Christmas:

FurReal Cubby the Curious Bear - Hasbro

PAW Patrol Super PAWs Mighty Jet Command Centre – Spin Master

LEGO Harry Potter The Knight Bus - LEGO

Boppi the Booty Shakin’ Llama - Tobar

L.O.L Surprise! 2-in-1 Glamper Playset – MGA Entertainment

Ryan’s World Giant Mystery Egg – Gold – Vivid Imaginations

Barbie Travel DreamPlane – Mattel

Nerf Fortnite AR-E – Hasbro

Push n Talk Forky – Thinkway Toys

Frozen 2 Arendelle Castle – Hasbro


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