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.

Summer looked like it was finally on its way in May, with warm weather bringing hot new outdoor toys into the spotlight. Making a splash was Air Hogs Hydro Water Rocket (SRP $20), reporting blast-offs at both specialty outlets and big chain operations.

Sidewalk chalk made its mark, with special mention to Trendmasters' Chalk Hop (ARP $10), a kind of "Skip-It with chalk," said one specialty store clerk.

The sun also encouraged sales of Ohio Art's Water T-Ball ($16.99 at a national chain), and Intex's inflatable pool sets, such as Pool Sports Center and Playground Pool (SRP $30 to $50). Bubbles continued to delight, with Little Kids' products finding their way into shopping carts, especially the No-Spill Bubble Tumblers and the Super Bubble Party Set, a popular birthday gift at $15.

Making registers ring were combination water bottles/fans that were smuggled into backpacks for relief in the classrooms during the last days of school. One specialty chain sold out of Mister Fans (in blue, yellow, red and green with a handy carrying strap) after the store's circular announced a sale price of $4.99. "This happens every year," said one store manager. "Our customers wait for the sale and come stock up—one for each kid and even extras in case they don't make it through the summer."

Also sneaking into schools were the hotter-than-hot Street Flyers Roller Sneakers, innocent-looking black high top sneakers with fold-up wheels hidden in the sole. They sold for anywhere from $99 to $79, depending upon the outlet. As this funky footwear was banned by many school principals (too much skating in the halls!), they, of course, became increasingly more popular.

For additional wheelie action, scooters were still being pushed everywhere—with sale prices the norm. While most kids already own the foot-powered variety, many were begging for the motorized versions, from firms such as Zenital, Jakks Pacific and Moss Company. Parents balked at the high prices (SRP $299 to $499) and expressed concerns over safety, but the kids kept up the pressure. And you know what that means! It will only be a matter of time before these zippy little ride-ons are zooming off the shelves.

Every store that sells video games (and even those that don't) was bracing for the storm caused by the June 11 arrival of Nintendo's new Game Boy Advance, already deemed "the slammin' system of summer." The hand-held system will be able to connect to Nintendo's upcoming GameCube console.

Philadelphia, with its population of 5 million, spreads over countless communities that encompass a wide variety of ethnic groups and peoples with varying economic positions. In the region's Western suburbs that include areas such as King of Prussia and towns that make up the wealthy Main Line, one finds scores of both chain and family run toy stores.

With summer vacation holidays beginning and generally flat sales, most toys stores in this area find that there is no shortage of opportunities to sell toys that children can enjoy outside, at the beach, or on vacation traveling with their parents. And, as several chain retailers comment, summer always brings movie box office hits that cater to young audiences.

Already the rage are action figures being released by McFarlane, for the movie Shrek.

Still top on the best sellers list for national chain toy stores in the area are products such as Street Flyers by Street Flyers, Super Soakers by Larami and Barbie dolls by Mattel.

One manager with a well-known chain in the King of Prussia Mall comments that Barbie's new Get Well Kelly is a new hit with children who collect Barbie dolls. "Kelly is Barbie's little sister who has chicken pox. If you put cold water on her face, the chicken pox spots go away," he says. "It is very cute."

The many upscale, family-run toy stores in the area find they must distinguish themselves from the nearby national chains by offering unusual toys that older parents and grandparents will want to buy children. One such store that describes itself as an "old-fashioned Mom and Pop" store, finds that among its current best sellers are sun and water toys, remote control toys and Bubble, Bubbles by Tangent.

"Bubble, Bubbles is a toy where children can blow bubbles that do not pop," the owner explains. "These are touchable bubbles that children can make into sculpture. We have several bubbles sitting around in our store, the result of children playing with the product." The bubble toys come in packages shaped like a necklace, a pencil, test tube or even a key chain.

To promote its toys and the store, this upscale retailer offers events such as "How Much is that Doggie in the Window?" At these events, they promote Douglas Cuddle Toy Dogs, which the retailer says is a top plush seller at her store.

Other big sellers with this retailer are products by Playmobil, Calico Critters by International Playthings and Shoe String Babies by Ladie and Friends. "These are old fashion rag dolls with curly hair that come in a shoebox," she describes. "They are especially popular with grandmothers."

Also popular are three-dimensional puzzles manufactured by Lights, Camera, Interaction. "These sell as fast as they come in the store," she says.

It's one of the nation's regional grandparent capitals—the Phoenix-Scottsdale area of Arizona—so year-round grandparent favorites like classic toys fill the shelves of specialty stores, while other grandparent favorites, games and arts and crafts, are heavily featured in both mass and specialty outlets.

At the same time—and although the switch to spring from winter is rather 'subtle' in this sunny southwestern region—water toys and other outdoor toys were big business for both specialty and mass market outlets in May, while mass market chain stores were doing a brisk business in bikes, scooters, swing sets and pools.

"This is a big grandparent market," noted the assistant store manager of one specialty store, adding that expense is usually no object. In fact, "if something is discounted, they might not buy it!" she quipped.

Nevertheless, in one store, an outlet of a New Jersey-based specialty chain, a four-room colonial dollhouse by MorToyz was being featured at 50 percent off its suggested price and Eden's Madeline Doll House was being offered at $149.99. At the same time, International Playthings' Lullaby Dream Show was also being discounted 25 percent off its original $34.99 price.

Meanwhile, this same store could hardly keep arts and crafts activity kits by ALEX, Creativity For Kids and Curiosity Kits in stock, the assistant manager told PLAYTHINGS. Other activity items particular to the region also sell well, she added. They include Pottery Wheel and Rock Tumbler, both by NSI Toys, as well as the Big Sand Dig by Reeves International. "We're down to our last Sand Dig," the assistant manager said.

She added that Manhattan Toys' new Groovy Girls were becoming collectibles among the tween set and that even boys were buying the Groovy Guys. Kid Galaxy's Bendos, she noted, were ever popular with kids, parents and grandparents alike. "No one ever comes in and buys just one," she said, adding that people often buy several at a time to use as cake toppers and gift toppers. "At $4.99 each, it's a good buy," she said.

A display of Harry Potter merchandise, however, was not moving as well. "Retailers," the assistant manager advised, "need to read the books to be able to push the merchandise." Many consumers, she said, need an explanation about the whole wizardry phenomenon.

At another Scottsdale specialty store, this one part of a New York City-based specialty chain, a line of kid-size leisure activity items, manufactured by itsy bitsy Entertainment and endorsed by Cal Ripken Jr. were moving fast. They included Just Like Dad's Golf Clubs, priced at $20; Little Little Fishing Adventure, priced at $40; Little Little Baseball (either righty or lefty), priced at $34 and Little Little Tool Kit, priced at $26.

A Tea for Two Raggedy Ann and Andy set by Applause was also featured. Priced at $44, the 16-piece tea set in a picnic basket also contains the two famous rag dolls, each about 10 inches high. Meanwhile, other licensed items were substantially marked down from their original prices including Star Wars and Blue's Clues merchandise at 75 percent off and Pokémon items at 50 percent off.

Licensed items were not doing much better at a nearby mass market chains either. Star Wars action figures were marked down to $1.97, while Mattel's Survivor game was discounted to $9.98 from $19.99.

And speaking of mark-downs, at one toy store (part of a New Jersey-based mass market chain) Razor scooters were on sale for $59.99, down from $79.99, while another chain outlet was featuring a $9 million clearance of bikes.

Construction sets where high on the May ordering lists for two retailers, including sets from Magz and K'NEX— especially the latter's screaming Roller Coaster set. But, one of the retailers said she also bought Learning Curve's July releases, namely its Small Miracles Eloise dressing screen and its Small Miracles wooden dress-up trunk. In addition, K'NEX's Robotix Archtimorph: Transforming Speeder, a race car that converts into a robot and back again, was on order as well.

A three-store executive who was actually re-ordering the Magz said he also opted for beach balls, rings and air mattresses from Intex. Toys that kids can buy with their allowances such as Illumination's glow-in-the-dark stars for bedroom decorations made his May ordering lists as well.

Spin Master's E-Charger airplane—it flies over 100 yards after a single charge—topped the ordering list of a four-store, San Diego County store owner. Small World's Sound Blocks for small children (SRP $10.99) occupied the same position for a San Luis Opisbo store.

Its current top performers? A spokesperson named Learning Curve's Thomas the Tank Engine (SRP $8.99 to $500), LEGO (including some of its Mars system) Peeleman's lap harp (SRP $29.99) and Playmobil. The BRIO system (SRP $8.99 to $500), Small World's Take Apart trucks (SRP $15.99) and Neurosmith's Music Blocks (SRP $69.99) were named as top sellers too.

"I'll reorder all of them," the spokesperson promised.

LEGO's Mars system (SRP $5.98 to $89) and Learning Curve's Thomas the Tank Engine characters led the May parade, too, for a San Mateo store. "Kids react to characters who appeared in last year's movie," a co-owner noted.

She noted another current favorite: Street Flyer's dual purpose inline skates that convert to tennis shoes (SRP $79.99). Two games from Out of the Box attracted adults as well as children. "Apples to Apples, a party game with the role of judge being rotated," she elaborated, "and Blink, a fast, two-person game where players match shapes for colors and quality."

Two role-playing games were posted on its two-week ordering list by a local hobby store: New Blue Planet from Fantasy Games (SRP $17.95) and Kievanrus from Rus Games (SRP $19.95). As for regular sellers, a spokesperson reported Battle of the Somme, a war game from Flesh and Blood Games (SRP $39.95), Jankenpo, a card game from Thread the Needle (SRP $9.95), Blood Bowl, with miniatures, from Games Workshop (SRP $35) and Vor, also with miniatures, from Fasa (SRP $35).

Given the size of his store, how does a Fresno model railroad storeowner handle ordering? "I must reorder Lionel, LGB, Lifelike, Kato, Athearn and others all the time."

Returning to toys, the three-store executive ascribed his major movers as Mattel's Hot Wheels (SRP $1.39), James' Slinky (SRP $1.99 to $3.99) and San Rio as a category in each store. Also Ty's Beanie Babies, Buddies and Kids, Mattel's collectible Lingerie Barbie (SRP $50) and X Concepts' Go Karts (SRP $7 to $8).

Even tween stuff made the bustling scene. The first independent cited body art products as part of her normal sellers while another retailer mentioned that privacy tool, Swingset Press' My Ultra Secret Journal (SRP $19).