What's Selling

"Sales are slow, due mostly to the economy, but the weather is also a factor," the owner of three high-end toy stores told PLAYTHINGS in March.

Nevertheless, as the winter months wound down, sales of Kettler tricycles ($100 to $130) in the stores were on the rise in anticipation of warm weather.

Madame Alexander doll sales were picking up as well, especially the Baby Alexander collection and Storyland dolls ($50 to $100).

At the same time, Binary Arts pre-school and travel games sold at a steady pace.

The owner of two premium toy stores reported that LEGO's Life on Mars line was still a hot item as well as Corolle's Mini Calin dolls ($14.99 and $15.99). The dolls, which continued to sell at a steady pace through the winter months, included the Gift Box Sets ($20 to $30) and various accessories. Sales of Manhattan Toy's Groovy Girls ($10) remained extraordinarily strong. "I just re-stocked the line a week ago, and it has practically sold out already," the storeowner told PLAYTHINGS in mid-March. "With the add-ons, the Groovy Girls line is tremendous," she added.

The co-owner of four upscale suburban toy stores reiterated comments about the strength and popularity of Groovy Girls sales.

She was also happy with the Eloise license. "Eloise is making another statement this season," she remarked. "She's a little selling queen—from the felt play scene home from Learning Curve ($25) to the Woodkins ($20)," she added.

This storeowner also noted the popularity of LEGO's Life on Mars theme products ($3.95 and up). "Now if they would ship to the specialty market like they do to the mass stores, the presentation would be great and a far better read could be taken," she commented.

Calico Critters by International Playthings were also selling very well. "It's the third time they have been released, and this seems to be their time," she told PLAYTHINGS. New accessories for 2001 include pizza kits and camping gear for the family ($7 to $15). Kids can buy extra sets from $3.95 to $30.

The manager of a western suburban hobby store was experiencing strong sales of Games Workshop's Citadel Miniatures (one or two for $8) for Warhammer, Warhammer 40,000 and Warmaster games systems in connection with Rogue Trader tournaments.

In mid-May, the outdoor racing program for radio-controlled cars will begin, and the manager told PLAYTHINGS he expected a standout in the entry-level, electric-powered car category to be Tamiya's Quick-Drive Series ($129), including Ford Focus, Subaru Impreza and Peugot 206WRC.

More sophisticated, nitro-fuel racers, he said, include the HPI Nitro RS4 kits ($315 to $325) and Traxxas' T-Maxx ($379), a four-wheel-drive monster truck. These kits include the radio and engine, and are ready to run—except for the nitro fuel.

Looking toward the second half of the year, a buyer for a major Midwest wholesale firm predicted that business will not be as strong as last year. He added that as the holiday season gets closer, retailers will lean towards conservative inventories, prompting manufacturers to produce less. However, the buyer told PLAYTHINGS that he is counting on the Battlebots and Bob the Builder licenses to be huge in the coming year.

An item that was big in the gift industry last year—and one he feels will be very popular through 2001—is Scoozie Pets Friendly Ferret by Senario ($24.99 to $29.99). This interactive furry ferret is 18 inches long, purrs, vibrates and moves its tail. It develops its own, Furby-like personality and produces a wide range of sound effects.

He will also carry Senario's 10-inch long Mini Scoozie Ferret ($5.99 to $6.99). It has a furry, poseable body and when squeezed, makes a variety of sounds. It is pocket sized and can be curled in a ball or worn around a wrist.

Another potentially hot item, he told PLAYTHINGS, is Shoezies by Hasbro ($4.99 each). These finger-sized shoes come in different styles, and he says girls will enjoy collecting them.

He also expects a line called Glow Gear by Yanova ($6.99 to $7.49) to become popular. These necklaces have magnetic clasps that turn a light on in the pendant. Available in a variety of styles and colors, the jewelry can be worn with the light on or off.

While the streets and sidewalks might have been clear of snow, the backyards in this metro region still had alpine snowdrifts in March. Nevertheless, scooters and bikes were already selling in anticipation of warmer weather.

While outdoor play sets were not selling yet, retailers were poised with promotional plans. Toys R Us, PLAYTHINGS learned, would probably repeat its point-of-entry display of outdoor play equipment, with features and prices attached.

Meanwhile, retailers were capitalizing on events like Easter, as well as "March Madness" sales to spark buying. They also counted on the restless urge of Minnesota kids to get outside and play after a record-setting winter of cold and snow.

The State Yo-Yo Championship Tournament at Southdale shopping center hyped yo-yo sales. More than 150 people attended to watch kids performing rock-the-baby, around-the-world, lindy-loop and more. National yo-yo celebrity Brian Roberts (a.k.a. Dr. Popular) entertained the masses with his special repertoire of yo-yo tricks.

With kids still indoors after bouts of sledding, skiing and tobogganing, parents welcomed such activities as a March 24 LEGO event (where kids built a racer and then raced it on the store's special track, receiving a LEGO Racers Driver's License) or building with Mega Bloks.

Easter was circled on all promotional calendars. From special events like making "Living Easter Baskets," with seeds and soil provided, and "Make Your Own Tissue-Paper Flowers," retailers were making the most of the springtime holiday. Displays of plush, some themed to Ty Beanie Babies and Buddies, and baskets, signed with "Happy Easter" rounded out the seasonal festivities. Also, for a $10 purchase of any Barbie product, a customer could walk away with a "Barbie Bunny."

Customers in the region were still looking for PlayStation 2 and rarely found it, even though Sony reported that three million sets were headed for the U.S. market. Dreamcast, of course, was becoming history, and Nintendo's Game Boy Advance may be just what the customer wants.

With warmer weather around the corner in spite of a delayed spring, Target Stores had massive displays of Speedo goggles in a wide range of styles but a moderate price bracket of between $5 and $6. Super Soakers, standard warm weather equipment, were stocked most heavily in the $15 to $18 range. And blowing bubbles, a perennial favorite, was being offered with new innovations including Little Kids' Splosion with multi outlets, as well as standard Tootsietoy equipment: a six-pack of bubble liquid for $1.99.

Despite March markdowns, such as Diva Starz ($1 off the $12 price), Playmates' Amazing Babies (now $25.70) and a few lingering Star Wars toys (notably Captain Tarpals and Kaadu, off about one-third), many lines were holding steady. Toy Story 2 toys were among those awaiting buyers, along with Ohio Art's Betty Spaghetti figures, still $8.99.

"Very slow" and "rainy" were some of the ways to describe the recent selling season, according to one executive who is responsible for a three-store group.

Nevertheless, he told PLAYTHINGS in March that the new Magz construction sets (available in two sizes for $15 and $20) had stirred sales. He explained that kids 7 years old and up are finding some appeal in the small, colorful metal connectors.

Other moderate movers included the entire line of Mattel's Barbies and X Concepts' newest Tech Deck skateboards. "Their skateboards outperform their mini bikes," he noted.

According to another area retailer, this one part of a national chain, 2001 has been an "okay year." The spokesperson reported two notables that helped spur sales: Jakks Pacific's WWF Rock Wrestling action figures ($6.99) and Groovy Tunes' piano/bench ($39.99) that plays several jaunty melodies.

An independent retailer in Los Angeles told PLAYTHINGS that business was quiet, adding that Mattel's Hot Wheels weren't as lively as they once were.

A San Carlos, Calif., toy/bookstore dealer named Color Workshop's BloPens as sales heroes. Although they resemble markers, she said they encourage youngsters to create splendid silk screen-like designs.

Western retailers got a bit of a break from the winter selling doldrums during March at the Western States Toy & Hobby Show in Pomona. There they had a chance to view and order new product.

One executive for a store in a franchised chain bought $500 worth of Tech Deck. Besides skateboards, he purchased the new Tech Deck metal Go Karts ($6.99 to $8.99).

The show, which had a separate room where members of ASTRA could meet, also provided an opportunity for retailers to share information. And PLAYTHINGS got a chance to share in the information as well.

A Sedona, Ariz. retailer, for example, told PLAYTHINGS that Pamela Drake's Woodkins was a two-store sales wonder for her. "It's a great girls' toy," she emphasized. Woodkins—small, flat wooden dolls— come with pieces of material "that girls can fashion into flattering outfits." She recalled that she re-ordered the toy two days after her initial order.

A Seattle retailer called the flying Sling Wing ($2.50 to $3.50), from a company by the same name, a 12-month impulse seller.

One retailer from a Lemon Grove, Calif., store was considering Boley's remote-controlled PT Cruiser, while another from the same store was debating plans to buy scooters to sell in Mexico. Meanwhile, it was disclosed that Razor Scooters has branched out into video games, with Crave's Razor Freestyle Scooter for the PlayStation systems and Game Boy Color.

Finally, a Washington State retailer who had attended Toy Fair said he expected that Jakks Pacific's interactive Battle Bots will make a big splash in the fourth quarter. The robots won't be available until then.