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 mweiskott@reedbusiness.com.

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

Holiday shopping might be weeks past, but Toy Fair buying season is just about to begin. PLAYTHINGS went searching for the answers to two distinct questions: what worked for you last year and what would you like to see at Toy Fair this year? From the East Coast to the west and beyond, retailers were surveyed and what we found out was quite interesting.

Annual sales varied from state to state but held many similarities as well. Some retailers were feeling the economic purse strings tighten while others were experiencing sales comparable to last year. In terms of hot ticket items, all agreed; this was an 'odd' year.

Mike Wagner, Store manager, Johnny's Toy Shop Inc., Cincinnati, Ohio, coined it like this, "Let's just say, there was no Cabbage Patch Doll this past year. Several items have been popular, but nothing was super hot!" Ellie Bremer, storeowner of The Sandcastle for Kids Inc. in Holland, Mich., agreed with Wagner, "Never in the last 25 years have I seen such a balanced mixture of goods sold. There has been no one 'must have' toy as in previous years."

The affects of 9/11 took their toll on retailers in a number of ways. Bremer stated, "Since 9/11 customers seem much more deliberate in their shopping. They seem to seek simple streamlined toys. We have seen significant gains in games and art supplies. There has been a return to the old standbys—Playmobil, Lego and Erector sets by Brio."

Elliott Stoll, president of Learning Express in Boca Raton, Fla., said, "Playmobil and Thomas the Tank Engine are always good sellers. Legos go in spurts and Erectors sets have made a real comeback."

Jill Jernigen, storeowner of J Christopher Toys and Collectibles in Jonesboro, Ark., had a slightly differing viewpoint. "Right after 9/11 our business doubled because people felt like things were going to be taken care of and everyone was going to be alright. Now, consumer confidence seems to be at an all time low because people just aren't sure what is going to happen."

Caroline Whitmire, storeowner of Doll Corner in Greenwood, S.C., said "Klutz book kits, bubbles and hacky sack are what took off right after 9/11."

Katie McKay, general manager of FAO Schwarz in Chicago, Ill., noted, "Since 9/11, it has been a year for high volume sales in the American Heroes category. Products like Fisher-Price's Rescue Heroes and a variety of fire engines have done very well."

Leslie Chiaverini, storeowner of A Child's Delight Inc. in Los Altos, Calif., adds, "We are in the heart of Silicon Valley where layoffs have been plentiful and the economy is clearly suffering. With the eminence of war and the stock market down, shoppers are holding tight to their monies."

Even with poor economic reviews, stores overall revealed their sales were not up from last year but were consistent with last year. Sharon Carlson, storeowner of Gepettos Distinguished Toys, maintains, "Our sales are equal to last year even with four brand new specialty store competitors opening up all around me in the last few months."

While Legos, Erector Sets, Playmobil and Thomas the Tank Engine seem to be holding strong, there was one line mentioned by every single specialty toy retailer as seeking the number one best seller's spot, Manhattan Toys Groovy Girls.

"I keep wondering how much longer they can stay on top," quipped Whitmire, "but they still remain our most popular item." Other doll lines noted by retailers were Adora Name Your Own Baby Dolls, Lee Middleton baby dolls and Bratz dolls.

"Grandparents enjoy buying the Madame Alexander dolls, making them a year round staple for us," noted Whitmire. "Barbie as Repunzel, though she was recently released, is this year's best Barbie seller," noted McKay. "Overall, with the exception of Groovy Girls, doll sales were down over last year," stated Chiaverini.

Magz and Geo Magz have been consistently strong in Los Altos, Calif., while Davis, Calif., has seen some "amazing" success with Hotaling Imports, Papo Knights and Horses and Schleich's rubber animals. "They are not big price point items," Christine Hildebrand, storeowner of Alphabet Moon Toys told PLAYTHINGS, " but, they do exceptionally well for us and we have reordered several times."

Marsha Podd's Center for Creative Parenting caters to the child under 6 years and her top five sellers this past year were: Tiny Love's Symphony Mobile, Manhattan Toys Butterfly with crinkly wings, Sportime's Sensi-Ball Neurosmiths' Soft Music Cube and Sassy's Fascination Station and soft books.

It's Your Move and Dr. Comics and Mr. Games agreed that Cranium is on their best sellers list along with Risk 2210, Gobblet by Blue and Orange Games, and Apples to Apples by Out of the Box Publishing. "Zombies was another great seller for us," noted Michael Pendofal, head buyer at Dr. Comics and Mr. Games, "but we couldn't keep them in stock because the original company was sold twice." Pendofal also noted the top selling comic book for the year was Ultimate Spiderman and other Ultimates from Marvel Comics.

Remote control cars and arts and crafts were noted on the top-sellers list for stores like Hungates in North Carolina and Virginia as well as Alphabet Moon Toys in California and Learning Express in Florida. FAO Schwarz, according to McKay, has had some success with larger remote control items as well as the Olivia the Pig line with product produced by Madame Alexander, Steiff and Gund.

Beanies and Bears in Aurora, Colo., contend that Ty Beanie Babies are still number one for the store with JC Celebrity bears close behind followed by Liquid Blue Grateful Dead bears.

Upper Deck's Yu-Gi-Oh cards are the latest craze. In fact, according to a recent article in The Wall Street Journal, retail sales of Yu-Gi-Oh products are expected to reach $500 million this year; too new to call a yearlong best seller? And what about Barbie as Repunzel just released a few months ago? KB Toys reports Yu-Gi-Oh and Barbie as Rapunzel as top sellers along with MGA Entertainment's Bratz dolls, Fisher- Price Rescue Heroes, Toy Biz Spiderman and Tiger Electronic's Fur Real Friends. FAO Schwarz said the Fur Real Cat was such a hot catalog sale that the maker was unable to keep it in stock long enough to get it into the brick and mortar stores.

Toys R Us listed a plethora of hot toys for all ages. The toy choices are broad and varied and available for every age group highlighting learning toys, Pacific Playthings Cabbage Patch Kids, Harry Potter Chamber of Secrets, Legos and a variety of fashion dolls.

John Reilly, director of sales promotion and a spokesman at KB Toys, said, "KB Toys attends the New York International Toy Fair every year. Our buyers work closely with all of our vendor partners to provide them with feedback on items as they are being developed. We continually seek high quality, creative items that will engage children."

Jill Jernigen from Arkansas wants "happy toys." She said, "There are so many movies for children that present the dark side. We try and find 'happy' toys and videos. When I am at Toy Fair I look for the independents that have unusual lines that will not be mass marketed. I like to find toys that teach children values."

Leslie Chiaverini from California wants toys with a long life. She said, "Since we are a store that caters to teachers as well as the general public we like to see toys that are educational and carry with them longevity. We don't want toys that a child plays with a few times and then grows tired of it."

For Christine Hildebrand of California it is all about male tweenager. "If I were going to Toy Fair this year I would be on the hunt for science type items and miniature radio control cars. We have a hard time finding new and interesting items for the older boys. That is the category we would concentrate on at Toy Fair."

"Splish splash" says Marsha Podd of California, "I would like to see more of the bath toys that are educational and innovative."

Attention getters is what Gale Anthony of North Bay, Ontario, Canada, wants. She said, "We are looking forward to going to Toy Fair this year. Consumers today seem to have a very short attention span and they are always looking for something unique. That is why we go to toy fair to find it."

For Diane Wiaduck it is all about the networking. She said, "While I am at Toy Fair I like to meet with the marketing and sales reps."

Game expert, Chris Lancaster of Colorado said, "If I were going to Toy Fair I would be looking for games that involve strategy. I would also like to see the Avalon Hills games that are currently out of print re-released by their owner Hasbro."

David Hesel of Massachusetts wants toy makers to stop cloning around and show some originality. He said, "I would like to see manufacturers in general stop copying each other. There is so much toy cloning going on that really 'new' items are scarce this year."

Ellie Bremer of Michigan is looking for a fresh start. She said, "It would be refreshing to see a return to updated design and better quality. Toy stores the world over are awash in Barbie pink. The market is a little monotonous and at least, our customers are lapping up items that are a little different."

Anthony Odze, Mount Tremblan, Quebec, Canada, is looking for action. He said, "I would like to see more interactive toys at Toy Fair."

Doll Store Owner, Caroline Whit- mire of Greenwood, S.C., said, "I will be looking for new doll clothing lines, doll furniture and unique doll lines."

Katie McKay of Chicago, Ill., wants to keep it growing in house. She said, "We hope to see add-ons to the FAO triplets line. Dolls Francesca, Alexis and Olivia as well as their strollers, swing sets and backpacks were all sell outs this year."

"Show me the new stuff" says Elliot Stoll of Florida. He adds, "At Toy Fair, we are looking for whatever the new items are as well as, new Lego items, erector sets and craft items."

Bob Barlow from Colorado will be looking for the longest most excited lines. He said, "At Toy Fair I would be looking for whatever is hot, hot, hot determined by what the people are asking for and whatever catches my eye."

All Michael Pendofal wants is the original Trivial Pursuit! Pendofal, head buyer for his gaming store in California said, "In the new year we are looking for whatever is new and different but if we could just get the original Trivia Pursuit game back in our stores on a regular basis we would be very happy. The toy maker caters to the mass market retailer and we can't seem to get them."

New and different seems to always be the desire but basic and traditional seems to enjoy its own fanfare as well. Some like it hot some like it lukewarm but they all want it to sell well. As always, this year's Toy Fair exhibitors have their work cut out for them.