L.O.L. Surprise!, Fingerlings, Barbie, and Star Wars, among other popular brands, top the list.
Based on current retail sales figures, and in line with recent lists from Walmart, Target, Toys R Us, and Kmart among others, the company foresees collectibles and interactive playthings as this holiday’s must-haves.
According to current retail sales data, lower-priced toys drove year-to-date growth through September, and while the industry grew its dollar sales by 3%, unit sales grew by 4%. Sales of toys priced under $5 also increased 7% and represented about one-third of the total toy industry dollar gains.
This year’s fastest-selling toys heading into the holiday season include:
L.O.L. Surprise! Doll Assortment by MGA Entertainment
Fingerlings by WowWee
L.O.L. Surprise! Lil Sister Assortment by MGA Entertainment
Barbie Dream House Play Set by Mattel
Hovertrax 2.0 by Razor
Hatchimals Pengualas Pink Egg Assortment by Spin Master
Hot Wheels Singles 1:64 Assortment by Mattel
L.O.L. Surprise! Big Surprise Ball by MGA Entertainment
Star Wars App-Enabled R2D2 by Sphero
Star Wars E7 Black Series 6” Assortment by Hasbro
Juli Lennett, senior vice president and US toys industry analyst, The NPD Group, commented: “As consumers make their holiday lists, it is equally important for retailers and manufactures to manage theirs–and these are the toys that should be on it. Looking at the toys currently gaining the most traction at retail, retailers can use this information to understand safe bets for early re-orders, and manufactures should ensure that retailers are keeping these items top of mind.”