Real experts get to test the Christmas market for toys

"Fiesty feminists with a passion for fashion" dolls and "At Home" cleaning sets with mops and brushes and cleaning cloths, as…

"Fiesty feminists with a passion for fashion" dolls and "At Home" cleaning sets with mops and brushes and cleaning cloths, as well as red rubber donkeys - that's what little Christmas dreams are made of. According to one toy retailer anyway.

With a paltry 50 hair-tearing days to Christmas, the World Of Wonder chain, at a promotional event in Dublin yesterday, put its Gameboy on the line to predict the "top 10 toys for girls and boys" this season.

At number one, knocking Barbie off the charts, is the new Bratz Doll (€22.99). Not unlike Barbie in her proportions, this "feisty feminist", (according to the manufacturer) has "attitude" as evinced by her rock-chick make-up, leather mini-skirt and groovy platform boots. She is, in the words of Roisin O'Regan (8) "cool".

Leah Kelly (6) agreed, adding that Bratz "has nicer eyes" than Barbie.

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Mr Bryan Carroll, marketing manager with World Of Wonder, explained that the retailer drew up its list after "commissioning experts" - i.e., children like yours - to test 100 candidate toys.

"The fact that Barbie is not there is a bit of a shocker, but the kids really went for Bratz instead this year.

Another shocker was the Beyblade spinning top (€9.99). It's basically a spinning top but you build it yourself and it has other features.

"It's nice to see one in there which costs less than a tenner."

Among the other alleged top-10 toys are the Spiderman SkyRider Playset (€48.99), the Peter Pan Pirate Ship (€59.99) and the Gameboy Advance (€109.99).

Irish parents spend an average €300 per child per year on toys, said Mr Carroll, with 70 per cent of that being spent at Christmas.

Asked whether he thought parents were under undue pressure to spend large sums at Christmas, Mr Carroll said the pressure "was part of Christmas" and would "always be there".

"When we advertise, we try to advertise the experience and the brand names rather than actual products.

"And I know there is pressure to ban toy advertising altogether but I think if that was done the manufacturers would find other more subtle and perhaps more dangerous ways to push their products - like on food packets or with product placements at shows and events, and that would be harder to control."

He also said some of the most popular toys become desirable irrespective of whether they have been heavily marketed.

"Like last year every kid wanted a pogo-stick, and that was because they had seen them on the Big Brother show."

He said it was unclear what effect the new Harry Potter movie would have on Harry Potter toys, particularly the Harry Potter's Chamber of Secrets Lego set this year, "because the film has only been showing for a few weeks".

Kitty Holland

Kitty Holland

Kitty Holland is Social Affairs Correspondent of The Irish Times