What's Selling

If you're a retailer and would like to take part in PLAYTHINGS' monthly survey of what's selling, e-mail the editors at dgerardi@cahners.com .

Unless otherwise noted, all prices listed below are retail prices.

The force was certainly with Star Wars fans as they lined up all over the New York metro area to preview Hasbro's latest offerings from Star Wars: Attack of the Clones. Although the movie premiered on May 16, retailers kicked off the intergalactic fun in late April with plenty of promotions and special events, including 'midnight madness' store openings, sweepstakes, exclusive offerings, sale prices and more. Star Wars die-hards were on hand to catch all the excitement, waving banners and even dressing up as their favorite characters.

Wary of getting stuck with leftover Obi-Wan Kenobis, many retailers were happy to note that Hasbro held this year's introductory line to less than 50 products, unlike the 85-plus SKUs from the last Star Wars movie, The Phantom Menace. "I'm still trying to clear away all my stuff from the last movie," one toy store manager lamented. "Maybe the interest sparked by Attack of the Clones will rub off and I'll be able to finally clear out all the old stuff," he tells PLAYTHINGS.

Despite an inventory overload, store owners were snatching up all the new Star Wars merchandise they could get their hands on in April. Hasbro's action figures are hot, as always, featuring Anakin Skywalker, Jango Fett and Obi-Wan Kenobi, some with powerful magnets in their hands, perfect for using 'the Force' to grab their light sabers.

Retailers report cashiers busily ringing up sales of the $8 to $10 action figures. Which were the best sellers? "Anakin, Obi-Wan, Count Dooku and whatever they could grab," reported a hectic employee for a major mass-market toy chain. Also on most-wanted lists were Jango Fett and his spacecraft, Slave I, and the Jedi Starfighter ($24.99). Keeping kids organized was the Jedi-Dex ($24.99), an electronic encyclopedia to keep track of all the characters from Episode II. In addition, retailers are pinning their hopes on the big-ticket R2-D2, an animated 18-inch droid that lights up, talks and moves by voice command. The highly anticipated toy debuts in late-summer/early fall and will sell for $100.

In other news, spring has sprung in New York—or has it? Days of blistering mid-90-degree temperatures were followed by chilly weather and even snow flurries, which led to consumer confusion everywhere. Retailers quickly put out displays of kiddie pools and water toys, only to be met by customers shopping in boots and overcoats. However, the sudden blitz of good weather chased away those thoughts of snow and slush and turned them to dreams of sun and sand.

Promising wet and wild fun was an awesome new entry from Manley Toy Quest. With the Aqua Park Cyclone Spin ($59.99) and a garden hose, kids can turn their backyards into a water park! Also voted tops for splishing and splashing fun was Wham-O's Big Splash Slip 'N Slide at $24.99. It wouldn't be summer without Super Soakers, and Larami takes aim with the CPS-2100 ($20) and the Max-P 5000 ($10), both loaded with wild water rapid-fire action.

You won't burst your bubble with Spin Master Toys' Catch-A-Bubble ($3.99), featuring a secret formula that makes bubbles harden soon after they are blown. Kids can catch the bubbles and even build with them! "Catch-A-Bubble has been selling unbelievably thanks to lots of in-store demos," said one small toy store owner. "Everyone who sees it says, 'How'd ya do that?' and ends up buying it. It's a big success with young and old alike."

Beware of Bratz on the beach as MGA Entertainment makes waves with Beach Party Bratz ($14.99), banking on the popularity of those super-cool, totally stylish fashion dolls that have been hard to keep in stock. Also winning compliments were Mattel's What's Her Face? dolls ($19.99) that allow girls to change the doll's outfits and hairstyles, as well as its face using markers, stampers, glitter stickers, wigs and other fashion essentials.

Looking ahead, teachers have started to put together summer reading lists, and smart retailers were using this information as they assembled book packs customized for various grade levels.

Spring arrived late in this part of the Midwest, but there were thoughts of kite-flying weather by mid-June, nevertheless.

This would be perfect for Galt Toys store owner Minya Oh who said Let's Go Fly a Kite kites are far and away her number one seller this time of year. "Customers are especially attracted to the airplane kites," said Oh. Another great 'fair-weather' seller for Galt is Kettler tricycles.

Appealing to all ages, Oh noted Bender figures by Hogwild, not Bendos by Kid Galaxy, were flying off the shelves. Benders are durable plastic coated wire characters that have magnets in their hands and feet. Each comes in its own tin can and a four-color storybook that illustrates poses. Oh added that Ty plush and Beanie Boppers were still seeing steady sales.

When retailers are asked what the next trend will be, they usually respond with, "I wish I knew!" However, 25-year veteran Oh believes there is a trend and it lies in brand recognition. When it comes to baby products, Oh believes it is all about name recognition and specific brands. She said, "Brands are becoming stronger and stronger and parents are very specific about what they will buy. "Do you have Julie Aigner-Clark's Baby Mozart or Neurosmith's Sunshine Symphony," for example. Oh added, "for the past two years Neurosmith's Music Blocks, Jumbo Music Blocks and Sunshine Symphony have been my best high ticket items."

FAO Schwarz general manager Katie McKay also sees a bit of a trend in the baby business. The line is expanding all the time with such high quality preschool toys being produced like Fisher Price's Rescue Heroes, she tells PLAYTHINGS .

While FAO expected a huge turnout for an early launch of the Hasbro Star Wars Episode II figures, McKay noted that Spider-Man toys by Toy Biz were still trending strong as well as Power Ranger figures by Bandai. McKay recognized the success of the Power Rangers noting their 10-year anniversary this year.

For girls, McKay said, "It has only been four months, but the new series of Manhattan Toy's Groovy Girls series have seen notable success. We cannot keep the new loft in stock." Katherine Mguyen, owner of Building Blocks Toy Store agrees, "Groovy Girls are hands down our best seller; the car, the bike, the furniture and all other accessories. They all do very well."

Mguyen added sales of Get Real Girls were on the rise. She said, "They are not as hot as Groovy Girls but girls like them because they are adventurous and promote a good message." Geared directly to the hot tween market there are six 12-inch Get Real Girls in all. "While Beanie Babies are still steady, Pokémon has seen its final days," she concluded.

Toys R Us manager Kim Essex noted that spring is the time of the year for great sales. She said that Jakks Pacific's Pound Puppies were popular as well as Power Rangers and Spider-Man figures. At the same time a KB Toys manager said Sony's PlayStation 2 and Microsoft's Xbox were the store's top sellers. She also noted that kids also love WWF Wrestling figures by Jakks.

While all this hype on action figures is taking place, GiGi's Dolls and Sherrys Teddy Bears is getting ready to celebrate the 100^th year of the teddy bear. GiGi Williams-Giannone, co-owner, noted Ty plush as being number one due to its price point, high quality and feel good appeal. Williams-Giannone added that while sales may be slow this time of year they were starting to pick up and she believes, "with so much evil in the world and sickness, people are coming back into the specialty shops because it is good therapy. It makes them feel better."

The region's spring ordering lists were eclectic: Horizon's radio control (RC), gas-powered model cars; Playmates' The Simpsons assortment eight and the Sergeant R. Lee Ermey figure from Sideshow Toy were included. These orders were from one hobby and two comic book stores.

At the L.A. Mart, Corolle dolls were catching a buyer's eye.

From two toy stores, the ordering was equally diverse: Mattel's forthcoming Hot Wheels and Playmates' The Simpsons figures. And from another store, an outdoor toy, Stuff Designs' Beam'O Flying Hoop.

"We have Lego's Bionicles on order, but we have no idea when they will arrive," acknowledged an executive for a San Luis Obispo on-the-beach store. She added, "Pool toys from Aquatoy also are on order. Yet we expect them any day."

Manhattan Toy's Groovy Girls ($9.99 and up) and the Rokenbok construction toy ($24.99 and up) launched her current seller list. Woodkins from Pamela Drake ($14.99), Progressive Trading's Magz magnetic construction toy ($14.99 to $34.99), Brio trucks ($17.99) and Wild Planet's Spy series and its Aqua Water Mask ($14.99) completed the list.

The hesitant economic recovery seemed to ensure that current lists would be short. Number one for a Sacramento toy store owner was Learning Curve's Thomas the Tank Engine ($10 to $500), boosted, perhaps, by its new smooth track.

"Retailers who gripe about the track are afraid of change," he asserted. "My customers? They're comfortable with it."

Kites from Go Fly a Kite ($8 to $50), Small World's bubble blower, yo-yos from Duncan and Yomega, the Rokenbok construction toy and International Playthings' Calico Critters comprised his order list.

The retailer, however, also sells toys from his store's Internet site. There, adults searching for tricycles would find Kettler's Junior Color trike ($59.99) and its Jumbo Color trike ($129.99). Or should they be hunting for swing sets, they'd see Outback's Acrobatic swing set ($29) and its Firepole that attaches to any upright post ($39). Further choices were available in both cases.

Summer fun was the theme as well in an up-front display in a Westside L.A.-area toy store. On view was Playground Enterprises' Danny First Born To series, specifically its beanbag characters in Born to Hike, Born to Ride, and Born to Swim sets.

The Bakersfield toy store that was purchasing Hot Wheels and The Simpsons placed those toys at the top of its current list. Mattel's Hot Wheels cars and sets (up to $20), and Playmates' The Simpsons assortment number eight ($34.99) were the store's top performers. Following them, the owner named Todd McFarlane's Kobe Bryant figure ($20), number eight for the L.A. Lakers. Hasbro's Star Wars figures from Episode II and Toy Biz' The Lord of the Rings figures ($10 to $30) were also moving.

Granted, Hasbro doesn't make it anymore, but the owner was still selling its Starting Lineup ($1 to $10). Given his sports-happy customers, he termed the toy a big hit.

Asked why he had series eight of The Simpsons already in stock, while a Woodland Hills comic book store had the product on order, he replied: "I buy direct from the manufacturer. That store probably relies on a distributor."

An executive with that comic book store summed up his best sellers as Toy Biz's Spider-Man figures ($9) and Hasbro's Star Wars figures.

The Sergeant R. Lee Ermey figure was the re-order of a Westside LA-area comic book store. An executive described Moore Action Collectibles' Buffy the Vampire Slayer figure ($15) and DC Direct's Superman and Lois Lane Silver Age figures ($50 for the couple) as notables. Ditto for Sideshow's Monty Phyton and the Holy Grail ($125 for the set of five figures). And two forms of The Simpsons: Block figures ($12.99 for a three-piece set) and the World of Springfield, which, said the executive, bounces off shelves.

Revell's plastic model cars and airplanes ($11.95) were active for a Las Vegas hobby store. Other speed demons, said an executive, were Traxxas' tough, off-road truck, the T-Maxx ($399.99) and its RC cars ($249.99). Additional performers: Hobby Zone's Firebird XL model airplane ($119.99) and a game, WizKids' Mage Knight with miniatures and dice ($20 for the box and $6.95 for the boosters).

Rugged RC off-road trucks from Traxxas and RC Associated headed the current lineup for a Reseda hobby store. The four-wheel, two speed T-Maxx truck from Traxxas ($440) has been the object of consumer "hurrahs" for 12 to 18 months, noted an executive. Next, he said, came RC Associated's 10-GT, off-road truck ($388 to $400) that comes pre-assembled; and after that, RC on-road model passenger cars from HPI.

Model airplanes were also moving. One was Hobbico Sky Zap's RC ready-to-fly starter planes ($89). Two others were the electric-charged Firebird 2 and the Firebird XL, both of which the store buys from Horizon Distributors.

Not eclectic, but a natural pairing of RC vehicles and model trains characterized a San Clemente hobby store. For hobbies, there was Hobby Zone's RC airplanes ($200 and up). For model trains, there were Bachmann's HO-scale Spectrum series, Kato's N-scale locomotives ($100) and Athearn's ready-to-run railroad cars ($20).