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Clockwise: Waitrose toy trolley £15, 3D drawing pad £3.95, Lego digital camera £49.95, Fur Real Friends Butterscotch Pony £199, exclu- sive Maxi Micro Joystick scooter £89.95, Peppa Pig mini boxed library £3.29, Buzz Lightyear costume £20, exclusive Wisteria House doll’s house £100, John Lewis drum kit £50, Vtech Kidizoom video camera (also available in pink) £49.95.


TOP TEN GIFTS FOR YOUR CHRISTMAS WISH LIST M


ini roleplay toys such as miniature drum kits and guitars are dominating the top


ten best-selling toys at John Lewis, as children wanting to be the next musical star drove sales of the range up by 200% year-on-year. John Lewis reveals its ten best Christmas toys


and books as sales within the toy department saw an overall 10% year-on-year rise, including a 30% increase in demand for Lego as parents prepare for the festive season. The new Lego lifestyle category – digital


cameras, MP3 players and boomboxes - is predicted to contribute to Lego‟s dominance in the boys‟ toy market. Roleplay and mini-me toys – including the Waitrose toy trolley and Wisteria House doll‟s house – are set for a 96% year-on- year increase, while sales in the new kidtronics category are predicted to rocket as children are introduced to technology at an increasingly early age.


The John Lewis Christmas selection spans


price points from £3.29 to £199, with exclusives including the Toy Industry Association‟s Toy of the Year – the Butterscotch pony from animatronic „pet‟ manufacturer Fur Real and the


Joystick Maxi Microscooter by Red Dot Award- winner Microscooters. Elaine Whiteman, John Lewis toy buyer, said:


“The toy department has already been extremely busy this year, as consumers have been preparing for Christmas earlier than ever. By buying children‟s presents first, parents are ensuring they have budgeted well for the festive season. “We have chosen our ten best Christmas toys


with a focus on interaction and imagination, gifts that encourage creativity, individuality and development. The list includes a mixture of toys, books and


games with a focus on maximum play value - savvy purchases that won‟t be discarded on Boxing Day. The buzzwords this Christmas are technology,


3D and „mini me‟. The Lego camera and Vtech camcorder will be much sought-after by tiny techies, the £3.95 drawing pad is an entry level purchase into the 3D market while the Waitrose toy trolley will be a must-have for kiddie consumers.”


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