In the run up to Christmas there are always a mass of new great toys for the magazine editors to choose from to include in their December issue.
Deciding which to feature on the cover can be an agonising choice. Each year, there seems to be a ‘craze’; a must-have item that children (and their adoring parents!) would do almost anything to own. Some years ago, it was reported in the press that devoted Mums and Dads were flying to the Far East just to purchase the latest action-figure after supplies in the UK were all sold out! The decision to feature a particular toy in a widely distributed magazine can, of course drastically affect its sales. Each editor will want to feature at least one of each of the different categories of toys; for example: gaming consoles, construction toys, action figures, educational and remote controlled vehicles.
Competition between the well-known brands is fierce, though in some cases the two market leaders belong to the same manufacturer.
Aside from children’s toys, there is of course also the enormous market for great toys for grown-up boys. Once again of course gaming consoles and remote controlled vehicles feature strongly. Attending the toy fairs is an important part of making the choice to include an item. Perhaps the most useful for the reader and prospective buyer is a comparison article, where the pros and cons of a particular product are compared against its market rival.
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