Traditional gifts such as bicycles and Lego are back in fashion this Christmas according to new research from Core

One third of children will ‘constantly’ change their minds when it comes to writing their Santa letter

Unicorns are amongst some of the more unusual requests this Christmas


Traditional gifts such as bicycles and Lego will be all the rage this Christmas, according to new research by Core, Ireland’s largest marketing communications company.

As children across Ireland pen their letters to Santa, and with the The Late Late Toy Show airing this Friday, all of the elves in Core have been working hard to predict the five key trends that will impact Christmas wishlists this festive season.

Using a combination of field research, search trends over the past 12 months and detailed analysis, the team at Core has revealed that:

  1. Traditional gifts are back in fashion

While each Christmas sees newcomers top the list of most-wanted toys, the data shows that some classic staples remain ever-popular with Irish children. Core surveyed Irish parents to ask about their children’s wishlists and bicycles emerged as a firm favourite with Irish children, beating competition from brand new toy types to top the league table.

Following close behind, LEGO remains a favourite brand with children, and this is borne out by search data. While general searches for LEGO are down 25% on last year, search spikes around special LEGO editions themed around Harry Potter are up 1,000%, helping LEGO to remain on track with fans.

  1. Tech remains in vogue

While traditional toys are in demand, tech shows no sign of going out of fashion, with laptops, iPhones and iPads all featuring strongly across wishlists. Gaming is also topping the charts, with Nintendo Switch, Xbox and PlayStation among the top ten requests cited by parents surveyed.

Online searches for PlayStation are steady, with a spike around Black Friday, while Nintendo Switch looks set to finish out the year strongly, with searches for the gaming system trending ahead of last year.

  1. L.O.L Surprise Dolls reign

Some gifts never go out of fashion, and this year sees another doll brand emerge as a hit with Irish children. L.O.L Surprise! Dolls feature strongly in the top ten gift options requested by children, coming in at fourth place. The popularity of the dolls should come as no surprise, with searches for the dolls growing steadily since last year.

  1. Re-drafting their Santa letters!

While wishlists may already have been drafted, there’s a strong chance that edits will be made after this Friday’s Late Late Toy Show. The survey of parents revealed that 32% of children “constantly change their mind,” 44% “change it once or twice” with only 25% of children happy with their current draft.

  1. A divided wishlist

While the majority of wishlists throw up the same types of toys, some parents reported diverse requests. Puppies feature on some wishlists, while other children have set their sights on a rarer pet, requesting unicorns this festive season.

More poignantly, some parents surveyed cited more fundamental needs for their family this Christmas, such as a permanent home and budget to cover the festive season.

The full list of Top 10 Christmas Gifts for children this year is:

  1. Bike
  2. Lego
  3. iPhone/iPad
  4. O.L Dolls
  5. Playstation
  6. Laptop/Tablet
  7. Smartphone
  8. Nintendo Switch/Xbox
  9. Paw Patrol
  10. Books

Core is Ireland’s largest marketing communications company. The organisation is a collective of nine practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Recruitment, Research, Sponsorship and Strategy.

Core has been voted Agency Network of the Year for the last six years at the Media Awards and the company was also recently voted one of the top workplaces in Ireland by the Great Place to Work Institute for the ninth year running.