Toyrock celebrates 10 years as publisher – Lasten Suuri Lelukirja kicks off the Christmas toy season
Lasten Suuri Lelukirja has been part of the Finnish Christmas season since 1988. This year, Toyrock has a special reason to celebrate: we have been publishing the Toy Book since 2016 – already for 10 years! The Toy Book brings the season’s most exciting toys, games and new launches to consumers’ attention and drives shoppers to retailers.
Distribution underway – printed copies available in stores
Distribution of the Christmas 2026 Toy Book is now underway and will continue until 16 October. Printed copies are also being delivered to toy stores and retail chains across Finland. More information is available in the Lasten Suuri Lelukirja FAQ (Finnish only).
Lelukirja.fi extends the Toy Book’s visibility throughout the Christmas season. Consumers can browse the digital catalogue, explore products and find retailers and prices. The popular wish list makes it easy to save and share Christmas gift wishes.
Christmas Calendar extends the season
This year, the Toy Book is extending its Christmas season even further across its digital channels. In December, the Lasten Suuri Lelukirja Christmas Calendar will launch for the first time, giving toys and brands additional visibility during the key Christmas gift-buying period.
The Christmas Calendar complements the printed Toy Book, lelukirja.fi, newsletters and social media, keeping Lasten Suuri Lelukirja and the season’s most exciting toys visible all the way through to Christmas.