September 2011 | Vol. X - No. 9
|September 2011 | Vol. X - No. 9|
Top-10 Most-Wanted Die-Cast Toys
Schylling tops this list of inexpensive yet lucrative die-cast toys
With additional reporting from Chris Lundy and Brenda Ruggiero
When TDmonthly interviewed 14 retailers about their best-selling die-cast toys, four said they don't carry any in their stores - but maybe they should. Though often inexpensive, die-cast items can contribute significantly to monthly sales. For instance, Dean Smith, Co-owner of JaZams in Princeton, N.J. said they sell 30-40 Kinsmart School Buses from Toy Wonders each month, which have an MSRP of $6.99. Die-cast school buses in general seemed to be a best-seller for the category, with versions from Schylling and Toysmith also making the Top-10.
You can see these, and all the best-selling die-cast items, below.
No manufacturer paid to be included in this article. All products listed were designated by editorial staff without regard to the company's relationship with TOYDIRECTORY.com/TDmonthly Magazine.
Children love the idea of having their own 8-1/2” school bus. This die-cast vehicle has a pull-back motor for pull-back-and-go action, as well as a working stop sign and swinging doors. "Schylling carries around 50 die-cast vehicles, and the large school bus is one of the best sellers," said Stephen Medina of Schylling Toys.
— “[Schylling’s] die-cast school bus,” Marilyn Walker, owner of Play Fair Toys in Boulder, Colo., told TDmonthly, when asked to name the best-selling die-cast in her store. “We sell hundreds each year.”
— Six of 34 retailers TDmonthly spoke with in spring 2007 agreed that Schylling is hot in die-cast. Nine of 55 specialty retailers who spoke with TDmonthly in May 2008 singled out school buses as their best-selling die-cast vehicles.
— Marc Slotin, owner of My Imagination Station in Spartanburg, S.C., told TDmonthly in a Summer 2011 survey that die-cast school buses were among his best-selling die-cast toys.
ToyDirectory Product ID#: 13023 (added 5/22/2007)
Die-cast construction for durability. Powerful pull-back-and-go motor. 5" long. Yellow.
— In a Summer 2011 survey, two out of 14 retailers told TDmonthly that Toysmith school buses were among their best-selling die-cast items.
— In a Summer 2012 survey, two out of 10 retailers told TDmonthly that Toysmith was their best selling brand.
— In an August 2013 survey, four out of nine retailers told TDmonthly that Toysmith was their best-selling brand of die-cast toy.
ToyDirectory Product ID#: 32714 (added 8/22/2011)
Few vehicles on the city streets captivate children as much as the garbage truck. This big modern semi, detailed at a 1:43 scale and complete with an opening back hatch, lets kids have their very own to drive around the towns of their imagination. The pull-back motor sends it zipping off on its route.
— Eight out of 38 retailers surveyed in July 2010 by TDmonthly said Schylling is their top-selling die-cast line.
— "We sell the small cars and trucks by Schylling every day," Grafton Stine, owner of Toys on the Square in Hummelstown, Pa., told TDmonthly in a 2011 survey.
— Diana Nelson, owner of Kazoo & Company in Denver, Col., told TDmonthly in a Summer 2012 survey that "Schylling has some of the best die-cast pricing along with Toysmith."
ToyDirectory Product ID#: 30325 (added 8/30/2010)
This 1:34 scale car lights up and makes sounds.
— Linda Laramy, owner of Crackerjacks Toys and Children's Books in Easton, Md., told TDmonthly in a Summer 2011 survey that she sells 6 of this item each month.
— In a Summer 2012 survey, four out of 10 retailers told TDmonthly that Schylling was their best selling brand of die-cast toy.
— In an August 2013 survey, two out of nine retailers told TDmonthly that police cars were their best-selling type of die-cast toy.
ToyDirectory Product ID#: 32715 (added 8/22/2011)
Jada Toys Dub City - 1959 Volkswagen Beetle Hard Top 1:24 Scale Die-cast Model Car
5107D Kinsmart - School Bus. 5"L x 1.5"W x 1.75"H die-cast metal yellow school bus with openable door & pull back motor action. This yellow school bus is manufactured by Kinsmart. 12 pcs per display box.
— When asked about best-selling die-cast items in a Summer 2011 TDmonthly survey, Dean Smith, Co-owner of JaZams in Princeton, N.J. said of the Kinsmart School Bus "We sell a lot of them: about 30 to 40 per month. It will pick up in the next 2 months. It's our biggest single die cast item."
— In a Summer 2012 survey about die-cast toys, Dean Smith, owner of JaZams in Princeton, N.J., told TDmonthly that they sell 15 school buses from Toy Wonders each month.
— In an August 2013 survey, two out of nine retailers told TDmonthly that yellow school buses were their best-selling type of die-cast toy.
ToyDirectory Product ID#: 32716 (added 8/22/2011)
The die-cast fire engine is modeled on a 1:43 scale. It comes in assorted styles and features pull-back motor action.
— “We sell a lot of … the little die-cast fire engines,” Bob and Mary Sisson, owners of Kazoodles in Vancouver, Wash., told TDmonthly in May 2008.
— “We sell a ton [of die-cast vehicles] — mostly Schylling,” Tyson Varney, manager of Playthings in Madison, Wis., told TDmonthly in May 2008.
— Teresa Derry, owner of Annie's Toy Chest in Cocoa, Fl., told TDmonthly in a Summer 2011 survey that fire engines from Schylling, Toysmith, and EJ's are among her best-selling die-cast toys.
ToyDirectory Product ID#: 19284 (added 6/9/2008)
The Hot Tunerz 5-Pack of Hot Wheels cars from Mattel features five different models and five sharp paint jobs on realistic street racing cars. The free-rolling cars are modeled to a detailed 1:64 scale, and are a great starter or addition to a collection of other Hot Wheels cars.
—“You can't have a toy store without Hot Wheels,” said Sue Hottel, owner of No Kidding in Mattapoisett, Mass., in July 2010.
— Six out of 38 retailers said Hot Wheels are a best-selling item during a July 2010 survey of top-selling die-cast items.
— Gwen Bowden, manager of Doodlehopper 4 Kids in Springfield, Va., told TDmonthly in a Summer 2011 survey that her best-selling die-cast is "Hot wheel cars, both singles and 5 or 6 packs." She sells about 36 each month.
ToyDirectory Product ID#: 30326 (added 8/30/2010)
Die Cast & Plastic Space Shuttle Pullback Toy. Length: 4.75 inches. Height: 2.5 inches. Width of Shuttle 3.5 inches. Pull back and release: Shuttle is propelled by spring wound mechanism.
— Mary Porter Green, owner of The Curiosity Zone in Ashburn, Va., told TDmonthly in a Summer 2011 survey that she sells dozens of these shuttles each month.
ToyDirectory Product ID#: 32717 (added 8/22/2011)
Krazy Kars: Light Up Marble Racers – Cat's Eye
Light Up Marble Racers brighten the world of mini cars. Each Light Up Marble Racer contains a rolling and flashing LED marble. The exterior of the cars can be customized with the slick racing decals included with the cars.
— Bonggamom Finds declared, “Move over, Matchbox! Take a hike, Hot Wheels! There's a new kid in town.” She loved that the Racers offer girl-friendly varieties to “spark their imaginations” and are compatible with similar toy cars.
—“The Light Up Marble Racers are nothing like I have seen before” raved Shop with Me Mama Kim Delatorre. The stickers make the cars “super cool looking” and piqued the interest of both her son and daughter.
— In a summer 2011 survey, Rebecca Goblish, owner of Picayune Toys in Dunwoody, Ga., told TDmonthly that Marble Racers are her best-selling die-cast toys. She sold 3 dozen of their race tracks last Christmas season.
Awards: 2010 Oppenheim Toy Portfolio Best Toy Award, Gold Seal.
ToyDirectory Product ID#: 29916 (added 8/6/2010)
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Writer's Bio: Justina Huddleston graduated Magna Cum Laude from Emerson College with a BA in Writing, Literature, and Publishing in 2009. After graduating she was the on-site director of the Boston Children's Museum gift store for a year, selling educational, developmental, and creative activity toys that tied in with the museum's exhibits. Justina also interned at children's book publisher Candlewick Press before moving from Boston to Los Angeles, where she is now Assistant Managing Editor at TDmonthly. Read more articles by this author
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