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Top Toys: Hannah's Hot, Beats Out Bratz
Sarah
Mahoney
MediaPost
November 19, 2008
It looks like Mattel's Barbie brand is safe in its No. 1
spot this year, but Disney's Hannah Montana leapt up
four places on the year's hot-toy list, muscling past
the Bratz crowd. And Disney's "High School Musical"
items are also coming on strong, breaking the Top 10
list for girls for the first time, reports the National
Retail Federation's 2008 Top Toy survey. But the big
news, in a ranking that is usually all about dolls for
girl and cars for boys, is that video games are
appearing on the girls' list for the first time.
After Barbie and Hannah, in the survey of more than
8,700 adults about their intentions to purchase toys for
girls this year, are the all-doll category, followed by
Bratz, Nintendo Wii, video games, Elmo, Disney High
School Musical, Disney Princess and American Girl, which
is also a Mattel brand.
For boys, electronics still take the top spots, with
video games coming in a No. 1 and Nintendo Wii at No. 2.
Next are Legos, all types of cars, Transformers, Elmo,
Star Wars, Hot Wheels, remote-controlled vehicles and
Xbox 360.
NRF executives say that the good news for parents is
that "many retailers are featuring toys as loss leaders
this year, heavily discounting and promoting these items
to bring shoppers into stores." Kohl's is pushing a
50%-off toy sale, for example, and both Sears and its
Kmart division are advertising 60%-off sales. Even
Macy's is pushing bargains: Its talking plush Horton the
Elephant toy, based on its new star balloon, is only
$14.95, including a mini-copy of the Seuss classic,
Horton Hears a Who.
Toy stores appear to be cutting prices earlier to woo
parents, too. KB Toys, for instance, is trumpeting a 60%
off Thanksgiving sale, and Toys R Us is touting free
shipping on its Elmo Live, which it named as one of the
year's hottest toys. |
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