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John Lewis unveils top ten Christmas toys


Department store group John Lewis has announced its top ten toys for Christmas, in conjunction with the opening of a new floor at its flagship Oxford Street store dedicated to kids products.

Revealing the latest trends in toys and technology, the list includes ‘the children’s ipad’ by Vtech Innotab, as well as own brand offerings and exclusive goods.

Prices range from £10.95 to £109, in keeping with the brand’s focus on value for money as part of its ‘Never Knowingly Undersold’ campaign.

Earlier this week, the group unveiled a new 31,000 sq/ft childrenswear floor in a bid to become the number one children’s destination on Oxford Street, placing the retailer in sharp competition with West End Stalwart Hamley’s.

Located on the fourth floor of the store, the new department will offer 25 per cent more items than before and provide a wide choice of children’s fashion, toys, nursery and haberdashery.

The unveiling comes at the beginning of the busy Christmas period during which 60 per cent of annual toy sales are made, according to the retailer.

Elaine Hooper, John Lewis Toys and Books buyer, explains that focusing on entertainment is crucial for the group’s new offering, adding that the top ten includes technology products, musical items and toys made of Lego, which maintains it’s dominance in the boys’ toys arena.

“Many of our top ten toys pick up on the kidult trend – child-sized versions of products enjoyed by adults,” she added.

“We’ve selected our top ten with a focus on maximum play value - savvy purchases that won’t be discarded on Boxing Day.”

The list was unveiled via Twitter, highlighting the growing importance of multichannel offerings and social media interaction for the company.

Last week, the retailer announced its intention to offer free Wi-Fi in stores in time for Christmas in order to allow for research before buying.

To further emphasise this, multi-media ‘Information stations’ will allow shoppers to browse and find further information about products online prior to purchase. Online catalogues can also to be accessed on TV screens dotted around the department.

Camilla Rowe, Head of Childrenswear at John Lewis, said: “This refurbishment has enabled us to create a truly multi-channel, interactive shopping experience.”

John Lewis’ top ten Christmas toys prediction

  1. John Lewis Own Brand Giant piano mat £30
  2. Holiday Barbie £34.95 (exclusive to John Lewis)
  3. Lego Cool Cruiser £34.95 (exclusive to John Lewis)
  4. Lego Sort and Store head £39.95 (exclusive to John Lewis)
  5. Sylvanian John Lewis department store £79.95 (exclusive to John Lewis)
  6. Hexbug Original £10.95
  7. Paper Jamz Autotune mic £49.95
  8. Fur Real Cookie £69.95
  9. V Tech Innotab £79.95
  10. Early Rider classic bike £109
Published on Wednesday 26 October by Editorial Assistant

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