Top toys cost 51% more than last Christmas

Parents are in for a costly Christmas after the ‘Dream Dozen’ toys reveal massive price increase


With the boom in high-tech gadgets, revamped classics and child versions of adult must-haves, the quality of children’s toys has advanced over the years. However, it looks like parents will have to dig deeper into their pockets this Christmas, as the new ‘it’ toys will cost them 51% more.


Following last year’s recession-inspired toy prediction, yesterday the Toy Retailers Association (TRA) unveiled 2010’s ‘Dream Dozen’ toys that they believe will be best sellers. However, with the average price tag setting you back £39.41 compared to £26.16 last year, parents will begin to feel the financial burn this festive season.

High priced gizmos that are like mini version of adult gadgets, which toy experts dub ‘Kidult toys’, feature in the most expensive toy prediction list ever, where 33% of the top toys are priced over £50. The best-sellers’ price tags range from £19.99 to £84.99 – a sharp increase from £9.99 to £49.99 last year.

Even family favourites have been given a boost in price with the revamped Monopoly Revolution game costing 20% more than classic Monopoly in 2009, and a 50% increase since 2005.

“2010 has been a whirlwind year for technology with high profile product launches so it’s no surprise that the appetite for all things ‘tech’ has filtered through the toy market,” says Bruce Fair, from Kelkoo. “With established favourites also getting a techno-twist upgrade, it should keep even the most gadget hungry children satisfied.”

Better get saving then! (gulp)


Will you be shelling out 51% more to fill your children’s Christmas stockings? We’d love to know.

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