How to survive Dream Toys

Every year the Toy Retailers Association gather together their leading experts, select some of the best toys in the land, hideaway in their testing labs, then resurface in October to announce their predictions for Christmas.

These predictions are known as the Dream Dozen; the top 12 toys destined for a place under the Christmas tree. The Dream Dozen is unveiled at Dream Toys, a sell-out event for anyone and everyone in the toy industry. We attended alongside our client Playmobil. Their Top Agents Super Racer won a Kid’s Choice award, which is fantastic recognition for the global toy giant.

Although we enjoyed every minute, Dream Toys is a tough day out. Here are my top tips to ensure your experience is a sweet dream not a beautiful nightmare.

Get an Early Night

The show starts bright and early at 6am and runs until 2pm. There’s plenty of tea, coffee, Danish pastries and bacon butties at hand to get you through, but cashing in on sleep the night before will ensure you’re bright and breezy. Especially if like this year, the show takes place the morning after the PR Week Awards.

Get Dressed Up

No toy show is complete without our favourite characters. Rastamouse, a Sylvanian family and Moshi monster attended in their finest attire, but most of the exhibitors came suited and booted. To stand out amongst the throng we dressed up as characters from the Playmobil range. We were the only PRs in costume and it was a great icebreaker, starting conversations with a range of media from nationals to mummy bloggers.

Bring Your Running Shoes

You know the saying about mountains and Mohammed? Well, the same point applies to attracting media at this event. If you spot someone you want to speak to, head over straight away and get the conversation started. Given that every other exhibitor is looking to do exactly the same thing, it’s first come first served.

Get Down with the Kids

Dream Toys is a child’s idea of heaven. Unsurprisingly the venue was swar
ming with adorable little faces eager to get their tiny hands on the latest must-haves. Their eyes light up as they discover what each toy is capable of, but there’s always a suggestion of ways that it could be ‘cooler’. “Why doesn’t it fire out rockets?”, “Wouldn’t it be cool if it could fly?”, “Does it come in Blue? It’s my favourite colour”. Note down all the suggestions and take them back to the R&D team, it’s priceless marketing insight.

Embrace the Christmas spirit

It may be October but Dream Toys marks the gateway to Christmas. Snowflakes adorn the walls, icicles hang from the ceiling, kids are dressed as elves and Santa has been constructed out of Lego. All that’s missing is Mariah Carey’s ‘All I want for Christmas is you’. Scourges, leave the cynicism at home and embrace the Christmas cheer.