Meet the Team
Who’s behind Top10Christmas.co.uk? A small, festive-obsessed crew bringing you price comparisons, honest toy reviews, and real-world shopping tips. We’ve tracked Christmas toy trends since 2008 and rebuilt the site in 2025 to make finding great gifts (at fair prices) faster and easier. Learn more about our story on About Us or how we assess products in How We Review Toys. For wider resources, see Useful Links.
Carl Davies— Editor & Lead Reviewer
Carl founded the original Top10Christmas project in 2008 and still leads the editorial charge. He blends hands-on testing with parent feedback and price tracking across trusted UK retailers. If a toy is trending—or about to sell out—Carl’s usually the first to flag it in our Best Christmas Toys 2025 and Top 10 Toys This Christmas guides. Favourite coverage this season: Furby Review and Bitzee Interactive Pet Review. You can also see our editorial policies in the Terms of Service and Privacy Policy.
Got a toy you’d like us to test or a price you want us to verify? Reach out via Contact Us.
Geoff Daily — Research & Comparison Specialist
When it comes to finding the sharpest toy deals, Geoff is the one scanning the shelves. His role is all about price comparison, making sure families can find the cheapest Christmas toys without spending hours searching. He monitors Amazon, Smyths, Argos, John Lewis, and Very daily—ensuring our Christmas Toy Deals page is always up to date.
Geoff also contributes to guides like Best Places to Buy Christmas Toys Online and When to Buy Christmas Toys, giving families practical advice on when and where to shop. His motto? “Save the pennies, and Christmas takes care of itself.”
Sarah Johnson — Content & Parent Reviewer
Sarah is the voice of parents across the UK, testing toys with her own children and sharing honest feedback on build quality, play value, and durability. Her reviews bring a vital family perspective to toys featured in our Must-Have Christmas Toys guide and Most Popular Christmas Toys hub.
She has a keen eye for spotting which toys are genuinely worth the hype. From cuddly Squishmallows to STEM sets like Educational Christmas Toys, Sarah ensures our coverage reflects what families really want under the tree. She also contributes to Last-Minute Christmas Toys, helping parents avoid disappointment in December. For more family-focused tips, explore our Christmas Toy FAQs.
Brandon Morley — Tech & Trends Analyst
Brandon keeps his finger on the pulse of the toy industry’s biggest shifts. From AI-powered pets like Bitzee to streaming-inspired favourites such as Gabby’s Dollhouse, he spots the trends shaping tomorrow’s Christmas wishlists. His insights feed directly into our Christmas Toys Predictions 2025 guide and help parents understand what’s coming next.
When Brandon isn’t researching the Top 10 Toys This Christmas, he’s analysing industry reports and social buzz to ensure our content captures the toys most likely to sell out. His speciality? Explaining cutting-edge tech toys in plain English so parents can shop with confidence. For media highlights, see our Press & Media page.
Get in Touch with the Team
We’re a small but dedicated team working year-round to make Christmas shopping easier, cheaper, and more magical. From comparing prices to reviewing toys hands-on, everything we do is driven by one goal: helping UK families find the perfect gifts without the stress.
If you’d like to suggest a toy for review, share feedback, or enquire about partnerships, we’d love to hear from you. Reach out via our Contact Us page or email us directly at info@top10christmas.co.uk. You can also read more about our policies on the Privacy Policy page.
Together, let’s keep the sparkle of Christmas alive — one toy at a time.