Every year the UK Toy Retailer Association reveals their converted list of top toys for Christmas. The list includes 50 products, including 12 toys which top the list. The LEGO Group has faired well on past lists and this year two LEGO® sets have made it into the DreamToys Top 12 with an additional four sets making into the full list. LEGO Super Mario has been a major success for both LEGO and Nintendo. Despite the unusual aspects of the sets, which favour interactively connected play over standard playsets, fans of bricks and gaming seem to love the range. The LEGO Super Mario Adventures with Mario Starter Set is joined by the LEGO Harry Potter Hedwig set, which transforms Potter’s owl companion into a kinetic model. This marks the third year that a LEGO Harry Potter set has made the list. Outside the top 12, LEGO DOTS, Star Wars and Friends are included and so how so is the Fast & Furious Technic set.
THE LEGO GROUP WINS THE DREAM TOYS DOUBLE WITH LEGO® SUPER MARIO™ STARTER COURSE AND LEGO HARRY POTTER™ NAMED TOP PRODUCTS FOR CHRISTMAS 2020
28th October 2020 – The LEGO® Super Mario™ Adventures with Mario Starter Course and LEGO® Harry Potter™ Hedwig™ have today been announced as top toys for Christmas 2020, in the independently judged Dream Toys Top 12 list.
This comes after a strong year to date for the LEGO Group, which retains its position as the #1 toy manufacturer in the UK with an increased market share and has the top three new properties in the UK toy market for the year so far with LEGO Super Mario, LEGO DOTS & LEGO Trolls™ (UK NPD data, October 2020).
The LEGO Super Mario Starter Course offers a great introductory experience into the LEGO Super Mario universe, which allows kids to build levels and play their own way. It features an interactive LEGO Mario figure that has LCD screens in his eyes, mouth and belly to display a wide variety of instant reactions to movement, colour and action bricks. LEGO Mario is used to collect virtual coins as he runs and jumps from the Start Pipe to the Goal Pole via LEGO bricks, cloud platform, and clashes with the Goomba figure and Bowser Jr. figure.
2020 marks the third year running that a LEGO Harry Potter set has featured in the Dream Dozen, testimony to the continued strength and popularity of the LEGO range which is currently the 19th biggest property in the 2020 market to date (UK NPD data, October 2020). LEGO Harry Potter Hedwig is a magical and magnificent model of the celebrated owl from the Harry Potter films with moving mechanical wings that have a wingspan of over 13”. Once the build is complete, a turn of a handle causes the jointed wings to move gracefully up and down.
In the Dream Toys long list of top products four additional LEGO sets were also featured from LEGO Friends, LEGO Technic™, LEGO Star Wars™ and LEGO DOTS ranges.
Marius Lang, Head of Marketing, UK & Ireland said: “Two Dream Toys wins for 2020 and six products in the Dream Toys long list is true testimony to the strength and breadth of our portfolio. It’s fantastic for this to be recognised by so many of the toy industry’s top figures, and these winning products are just a snapshot of the innovation, creativity and imagination we inject into all our LEGO sets.
At the start of the year we announced that for 2020 we’d be launching a series of innovative new play experiences whilst ensuring the LEGO brick remains at the heart of what we do, and I’m incredibly proud that not only have we delivered on this but that they have been received so positively by audiences of all ages.”
Six LEGO products were named in the Dream Toys long list of 50 products in 2020:
- LEGO® Super Mario™ Adventures with Mario Starter Course (RRP: £49.99)
For the first time ever, Super Mario is being brought to life in the physical LEGO world! - LEGO® Harry Potter™ Hedwig™ (RRP: £34.99)
Fans of Harry Potter will love to build and display this detailed model of Hedwig - LEGO® DOTS™ Rainbow Jewellery Stand (RRP: £12.99)
Kids can assemble and customise the jewellery holder and show off their creativity over and over with this arts and craft set - LEGO® Friends Jungle Rescue Base (RRP: £74.99)
Animal-mad kids can play out wildlife-saving stories among the brick-built trees - LEGO® Star Wars™ 501st Legion™ Clone Troopers (RRP: £24.99)
Kids can role-play as 501st Legion Clone Troopers and relive exciting action from Star Wars: The Clone Wars - LEGO® Technic™ Dom’s Dodge Charger (RRP: £89.99)
Fans of Fast & Furious can have the ultimate thrill with this iconic 1970s Dodge Charger R/T, packed with authentic details
Dream Toys is a media initiative run by the Toy Retailers Association and supported by members of the British Toy and Hobby Association. A fifty-strong long list is selected from the votes of a panel of industry figures, before a final top 12 is announced.
For more information, visit: https://www.toyretailersassociation.co.uk/dream-toys
