Toy-filled Christmas calendars are making a comeback on store shelves, challenging more traditional timekeepers concealing chocolaty surprises. Nowadays many of the major toy brands are turning out bigger and more expensive calendars aimed at school-age consumers.
“They’ve gradually grown in size over the past few years. The selection is also expanding. We are seeing more and more brands offering more variety and different ranges,” explained Heikki Heinonen, sales manager for the entertainment and electronics department of retail chain Prisma in Kotka.
Brands such as Lego, Littlest Pet Shop and Disney are offering bigger and more enticing calendars, which often contain the parts required to construct a large toy using the pieces gathered in the 24 days preceding the holiday -- and collected as the child opens each of the calendar’s hatches.
Not for infants
Many of these more complex calendars advertise an age limit. Whereas before the lower age limit was three years, they now recommend that parents purchase these more advanced Christmas treats for five- or even seven-year olds.
“They are recommended age limits. It’s likely that younger kids won’t be interested in the contents, and they can’t build these toys either,” Heinonen added.
Prices as high as 40 euros
The prices of today’s Christmas calendars have kept pace with their growing size. This year parents can expect to shell out between 20 and 35 euros if they want to surprise their children with a modern Christmas calendar.
“The Lego calendar has the usual Lego blocks, which have maintained their quality over time. They’re just packaged in this calendar form. Similarly the Littlest Pet Shop calendar has the same pieces that you can buy in a larger package,” Heinonen said, explaining the calendars’ price tag.
“No more than a tenner”
Purchasing these calendars will cost a pretty penny for families with more than one school-age child.
“A toy calendar is a good idea, but they are unbelievably expensive. I would pay at most ten euros for a child’s Christmas calendar. I have sometimes made my own calendar and put a small gift inside, it’s a lot cheaper,” quipped shopper Siv Forsström-Suokas.
This year at least, her two daughters will be enjoying traditional chocolate-filled calendars.