The Christmas in July event is held each year in central London and is traditionally the first press preview of what toy and games manufacturers expect to be best sellers at Christmas time. This year’s event was held at The Hellenic Centre in Marylebone, London on July the 10th and was attended by journalists and toy buyers from all over the UK. Exhibitors included many familiar names in the world of children’s toys and games such as Character Group, Baker Ross, Mega Brands and Tomy.
Boy’s Toys
Big sellers this year are expected to include character figures and toys from the new Harry Potter movie, Harry Potter and the Half Blood Prince which is the sixth instalment of JK Rowling’s hugely successful Harry Potter franchise. Popular toys are expected to include action figures and electronic wands.
Another old favourite, Super Mario is expected to be popular; following on from a successful 2008 having been voted the best video game in 2008 by the Independent the brand will be represented by a selection of high quality figures in a variety of sizes that both children and adults will want to collect.
The Horrid Henry range of 5” action figures, a talking Henry and play-set will keep active minds entertained this Christmas as they re-create the action from their favourite book and TV scenarios.
Babies and Toddlers are catered for with a new line of eco-friendly characters and vehicles with flashing LED hats, Sprig Toys are made from recycled wood and plastic and run without batteries.
Gaming and Electronics
Electronic toys and games are increasingly popular with youngsters and this Christmas will be no different with a wide selection of electronic toys and accessories to choose from. Highlights include a range Lego lighting product which combine the fun and nostalgia of classic Lego characters with the practicality of torches and lanterns just for kids.
The Wii Jog helps children and adults to combine the fun of gaming with the benefit of regular exercise using a simple device to convert movement of the body into life-like game play.
Gaming chairs were a big hit in 2008 and this year is expected to be no different. The Pyramat PM420W combines a gaming chair with a wireless sound system which brings the sound effects of the modern gaming experience direct to the chair. With a powerful subwoofer transmitting the sound vibrations created directly through the game player.
On a musical note, the old fashioned Stylophone gets a make-over in the form of the Beatbox which combines the simplicity of the original with the modern technology of today. Additional sound effects include a drum kit, bass and vocal beatbox. There is also a facility which allows you to record and re-mix your musical creations and the unit is also MP3 compatible with a manual pitch and volume control built-in.
Stocking Fillers
It’s always difficult to predict what the best sellers will be but Stocking fillers for this Christmas include Zeebees – mad, spinning, popping discs which you drop on the floor and watch them jump up to 6 feet in the air.
Yada Yada Yada is a compact electronic device which records speech and plays it back with warped sound effects. An inexpensive gadget which kids will enjoy and will drive adults crazy.
The latest Transformers movie, Revenge of the Fallen is expected to create demand for a raft of Transformer character based products and the Transformers Keychains are expected to be a popular collectable figures.
Outdoor Toys
Outdoor toys and bikes are always welcome gifts at Christmas and in 2009 there will be a huge selection. Predicted best sellers include the Razor Spark – an innovative ride-on scooter which uses a built-in flint device to create a trail of sparks wherever you go.
The Ripstik Caster Board combines the fun and freedom of a snow-board with the practicality of in-line castors so it can be used on any normal surface.
These are just a few of the many innovative and original toys and games on show this year and, at this stage, it’s impossible to say what will be the toy of the year. But the Christmas in July exhibition has given an insight into the various themes that those in the industry are expecting to the biggest sellers of Christmas 2009.
