John Lewis picks top 10 toys for Christmas

The retailer predicts demand will blend tech with tradition with an emphasis on toys that stand the test of time and can be passed down

Written by Rhys Thomas

Posted 03.09.2019 | Retail

John Lewis picks top 10 toys for Christmas thumbnail

John Lewis & Partners has picked a mix of tech, tradition and text-based treats in list of predictions for the top 10 toys of Christmas 2019.

The retailer says consumers are moving away from slime and collectbales, which have been the bread and butter of the toy industry over the past few years, in favour of classic wooden toys that stand the test of time – witnessing a 21 per cent rise in wooden sales already this year.

 Harry Boughton, Toy Buyer, at John Lewis, says: “As we all become more aware of our impact on the environment we are seeing a move away from products such as slime and collectables in favour of toys which have limitless play value and can be passed down to younger children.

“Parents are also telling us that they want to buy toys which encourage their children to spend more time playing with educational games and reading. We think the latest Osmo Little Genius Starter Kit and the Gravitrax XXL Starter Kit which teaches children about magnetics and gravity will prove particularly popular.

LEGO will continue to be popular, according to Harry, as well as the ongoing trend for replica home appliances.

“Miniature home products continue to trend, so for parents and family members looking to encourage creativity and role play,” he says. “We’ve created a wooden Mini Kitchen where little ones can pick up ingredients before rustling up a delicious imaginary meal in their play kitchen.”

Here’s John Lewis & Partners’ top 10 toys for Christmas predictions:

John Lewis & Partners Mini Kitchen
John Lewis & Partners 50-piece Wooden Train Set
Osmo Little Genius Starter Kit, Osmo
John Lewis & Partners Folding Scooter
Tonies Start Box, Boxines
John Lewis & Partners Unicorn Pull-along
Little Robin Red Vest Book, Nosy Crow
Gravitrax Starter Set XXL, Ravensburger
LEGO Rocket Assembly & Transport Space Port, LEGO
John Lewis & Partners Leckford Doll’s House
John Lewis traditionally incorporates a toy into its annual Christmas ad –is there a clue to the theme of this year's campaign in the above list? 

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