What will be the hit gift this Christmas?
Products in today's toy catalogues were chosen a year ago
By Elina Kuitto
Same thing every year: as if by magic, children seem to decide collectively what the favourite toy that everyone wants is to be. Are the children total dupes for advertising, or how is the hit toy chosen?
Toy retailers have been planning what they want to promote as the favourites for this Christmas season for quite some time.
Importers decided in January and February what products would be included in the toy catalogues to be sent to families with children. Commitments - also concerning Christmas selections - are made up to a year in advance.
Between 60 and 70% of the selection offered each year by the toy importer Amo Oy comprises new products. Managing director Eija Hirvikallio says that decisions on buying are weighed on many levels. "In addition to commercial aspects, the new product must fit the rest of our selection; balance is important."
Experiences from previous years are considered when deciding if a toy is something that children will want to play with. Hirvikallio says that advertising alone will not convince a child.
Perennial favourites, whose success is no mystery, are a class unto themselves.
"The Baby Born doll has been on the market for about 20 years. We know that it will sell next year, too."
Retailers have to start thinking about the trends of the next Christmas season already in the spring, when ordering stock. However, it is not until October or November that it becomes apparent, how right the buyers were in their predictions on what would be a hit.
Sometimes there are surprises. Although unanticipated hits are unlikely, sometimes certain products do not prove to be as popular as anticipated.
At the Sokos department store in Helsinki, Birgitta Fjäder, the head of sales at the toy department, says that a lapel pin machine, which was supposed to be this year’s big hit, has not sparked the interest of buyers as much as had been hoped. "We and the suppliers thought that the machine would be a great success, but it could be that it does not have the appeal."
Fjäder says that the number one favourite of boys would seem to be a radio-controlled car which moves forward in snow and ice. Girls’ favourites would seem to focused on princess costumes and similar products. "Popstars karaoke equipment also seems to be in vogue."
Demand for the popular horse and pony figures has also exceeded last year’s sales.
Importers deal with most of the television and other advertising of the products. At Sokos the anticipated sales hits are displayed prominently. They have their own advertisements and they are included in the department store’s own catalogue.
About one half of toy sales at department stores each year take place in November and December.
At Anttila department stores the space devoted to toys doubles, and sometimes triples during Christmas.
Ralf Loman, head of selection at Anttila, believes that Lego bricks will again be a favourite for boys. New sets include knights’ castles and the Bionicle figures depicting the struggle between good and evil.
Barbie and Bratz dolls are expected to remain girls’ favourites. The favourites in the Bratz series are likely to be the winter doll, which was already popular last year, as well as the new Tokyo dolls with their sushi bars.
At Stockmann’s department store, sales chief Tero Nyström says that there is a retro spirit in the air this year. Figures from years past, possibly going back a generation, are emerging again.
These include the figures of Spiderman, which has had some help from the movies, the Teenage Mutant Ninja Turtles, Stiga table hockey games, the My Little Pony figurines, and a TV game containing favourites from the 1980s.
"Bratz are overtaking Barbie in popularity", Nyström believes.
Stockmann’s is also confident in the popularity of the Swedish Brio wooden toys, as well as radio-controlled cars, and model-making sets.
The selection of kitchen equipment, which was already popular last year, has been expanded, and now includes a cotton candy machine.
Games and soft toys are well-established favourites for Christmas. Board games like Carcassonne and Ghost Train are expected to do well this year.
Pia Palmroth, CEO of the Toy Box toy store chain, says that she is especially happy at the enduring popularity of traditional wooden toys. To the list of hits mentioned by her colleagues, she would add some kind of an interactive toy. One possibility would be the mechanical Doggy dog, which obeys commands.
Palmroth says that there has not been a clear number-one toy in a good few years. Some years back the Teletubbies were one such overwhelming mega-hit.
Helsingin Sanomat / First published in print 9.12.2004
The interviews for this article took place in late November.
ELINA KUITTO / Helsingin Sanomat
elina.kuitto@sanoma.fi
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| 14.12.2004 - THIS WEEK |
 What will be the hit gift this Christmas? |
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