Following months of sourcing and testing, our expert buyers handed John Lewis’s 2023 toys over to the ultimate toy testers – four kids aged five to ten.
The tiny and tricky-to-impress youngsters had one job – to choose their favourite toys from the collection. After hours of play time and much deliberation, the toy-savvy group whittled down hundreds of products to their ultimate top ten.
Nostalgia is set to take over this Christmas. Toys from the 90s are making a resurgence with the iconic Furby and Barbie car set to take the top spots. Customer searches for ‘retro’ on johnlewis.com have increased by +72 percent compared to last year. Bucket hats, Vans and checks are all popular and searches for nineties favourite Lacoste is up +84 percent. We predict the Barbie phenomenon to continue into the winter months, with sales of Barbie’s already up +31 percent compared to last year.
One of Britain’s favourite dog breeds also makes it on to the list, as kids can walk and nurture their very own Cockapoo. The DJ Mix and Learn Deck means children can impress their family with their mixing skills and provide the background sounds to their Christmas Day. The Barber Role Play and the Wooden Café Set are predicted to be popular, encouraging imaginative play and storytelling skills.
The Top Toys for Christmas 2023
Gabby’s Dollhouse Girl Doll – £14.99 (Available end of August)
Barbie Convertible Doll Car – £27.99 (Available now)
Le Mieux Puppy, Cockapoo – £29.95 (Available end of August)
Melissa & Doug Barber Role Play Set – £34.99 (Available end of August)
John Lewis Wooden Café Set, exclusive to John Lewis – £40 (Available end of September)
Fisher-Price Mix and Learn Music Table – £54.99 (Available beginning of August)
Little Live Pets Mama Surprise – £64.99 (Available September)
Hasbro Furby – £74.99 (Available end August)
Lego Holiday Main Street, exclusive to John Lewis – £89.99 (Available now)
Scalextric John Lewis vs Waitrose Car Racing Set, exclusive to John Lewis – £129.99 (Available September)
Alongside the top ten, We’ve a huge range of affordable toys and gifts, with over 1,500 available for under £20. These include Lego from £3.49, books and games from £4.99 and soft toys from £8.99
Alan Wright, Toys and Books Category Lead, says “At John Lewis, we value the importance of imagination and want to ensure our smallest customers have the opportunity to experiment through creative-play. The top ten toys offer something for every kid, no matter what they would like to be when they grow up. From a barber shop set and mix and learn DJ table to John Lewis’ very own wooden café set. Our top ten toys will help youngsters develop their nurturing skills, with Mama Surprise and Le Mieux’s Cockapoo showing them how to take care of animals.”
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John Lewis reveals Top Ten Toys for Christmas 2023, as picked by … – Retail Times
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