Private toy maker MGA Entertainment cites NPD data showing its LOL Surprise toys are the top selling toy worldwide so far this year. It’s LOL Surprise Biggie Pets and LOL Surprise Bigger Surprise are indeed topping hot toy lists and getting harder to find.
Jim Silver, CEO at TTPM, says, “When LOL hits the shelves or arrives on the website, it immediately sold out. As we get a little bit closer to the holiday we’ll see more. In the board game category there’s a game called Relative Insanity, and it’s Jeff Foxworthy’s game, and that game had been blowing up and there’s already a short supply.”
Silver says Pomsies, the plush wearable pet toy is made by Skyrocket, are this year’s Fingerlings, which are also still popular. Just Play’s Hairdorables, collectible surprise dolls and accessories, top many hot toy lists.
Canadian toymaker Spinmaster has a new Hatchimal this year, Hatchibabies launched just last week. Classic toys, like Mattel’s Barbie Dreamhouse and Lego’s Harry Potter Hogwarts Great Hall will also be on wishlists.
Half of the year’s toy sales are done during the holiday season, and with the liquidation of Toys R Us, other retailers are clamoring to pick up the share. Analysts at B. Riley FBR surveyed consumers asking where they would buy toys now that Toys R Us is gone. Walmart, Amazon and Target top the list. 71 percent said Walmart, 51 percent said amazon and 35 percent said target.
Still, some think the big box retailers won’t totally make up for Toys R Us sales in the days right before Christmas.
Silver says, “In the last four days. Toys R Us did $500 million in sales. Its staggering the amount of volume that they moved through the store. Now I don’t know if Walmart or Target is set up to move that type of volume in four days. Amazon in the last four days, consumers are reluctant to order it because am I going to get it in time?”
This holiday season will be a test for parents in search of the hottest toys, and which retailer will deliver.