Ringing sales from traditional favourites.

Barbie, Lego and Transformers are expected to be among the traditional toys touted as big sellers this Christmas by iconic UK toy retailer, Hamleys.

The toy shop believes families will turn to familiar and trusted brands as they seek value and quality during the recession.

Barbie has already sold well this year at Hamleys, particularly the US$80 Time Capsule Barbie, which is a big seller to adult collectors.

Mr Potato Head and the Slinky are also expected to fly off the shelves.

Hamleys said that people are cautious about what they spend their money on, especially if it is a gift for their children. They want to buy from a brand they trust and get something that is guaranteed to do what it says in the instructions. That's why all these big brand names are making sales.

The classic Christmas best seller Rubik's Cube is also expected to be a favourite, with the Rubik's 360 the reincarnation of the puzzle, which was first produced in 1979.

Selfridges has opened its first dedicated area to sell toys as it gears up for the vital Christmas trading period. Next month, The Toy Shop will open on the lower ground floor of Selfridges' Oxford Street store, alongside its Christmas shop.

The Toy Shop will open for six months of the year, before switching to selling outdoor furniture for the summer season.

In the past, Selfridges sold toys alongside its children's wear department on the first floor. After the relocation of the children's wear department, the focus on toys was reduced.

The Toy Shop will offer a focused range of toys accentuating traditional and retro ranges, plush toys, puzzles and games, arts and crafts and educational items for two- to eight-year-olds.

Selfridges expects a "bumper" Christmas this year. It wrapped up its summer sale two weeks ahead of schedule, having bucked the retail recession. Selfridges was also ahead in terms of sales fuelled by overseas visitors from Western European countries, Russia, China and Japan.

The dedicated toy area will open only in Oxford Street, but the retailer is also considering rolling it out to its regional stores.

from Paul Laundy, London Office