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September 2011 | Vol. X - No. 9
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20 Top-Selling Mass-Market Toys


You may sell specialty, but it's important to watch the mass-market to keep abreast of new trends and get tipped off early if your own best-sellers are "crossing over", like the popular Bananagrams. TDmonthly Magazine will be updating our list of mass-market top-sellers weekly to make this job easier for you.



MSRP: $60
Age Range: 8 and up
SKU or Item #: S107
Launch Date: December 2010
Category: Remote Controlled
Aircraft
Hobby Goods



S107 Syma - 3 Channel Radio Controlled Infrared Remote Controlled Electric RC Micro Mini Helicopter w/ Gyro + Colorful Strobing LED Lights. This S107 equipped with NEW Gyroscope System for simpliest controls and stabilities, NEW Metal Frame & Body for extra durabilities, NEW Awesome Look and Design, and Bright strobing muti-color LED headlights so you can enjoy flying in the dark. At only 7" long, it easily fits in the palm of your hand and is fully functional. This S107 even has the option to charge directly from computer's USB port (USB cable included) or transmitter which uses "AA" batteries! S107 is in RED & YELLOW colors. Each Helicopter is individually packed in a window box. Box size: 17.75"L x 3"W x 7.25"H.
— As of 05/21/2012 this product had 4 out of 5 stars from 730 reviews on Amazon.com. PROS: Lightweight, durable, two methods of charging. CONS: Not suitable for children under 14; repairs are difficult.
ToyDirectory Product ID#: 31313      (added 12/15/2010)
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MSRP: $70
Age Range: 8 and up
SKU or Item #: S032
Launch Date: December 2010
Category: Remote Controlled
Aircraft
Hobby Goods



S032 Syma - 3 Channel Electric Helicopter RTF w/ Auto Stabilizing Gyro + Metal Frames + Cool Strobing Head Lights. 11.5" long helicopter comes with battery, charger and transmitter. The Syma S032 RC helicopter can go forward, backward, left, and right. This S032 even equipped with bright strobing LED head lights, so you can enjoy flying in the dark. The unique co-axial rotors counter-rotate for unprecedented stability. Light and safe, this helicopter will transform any indoor environment into a cool chopper fly zone. Get about 12 minutes flight time per charge. S032 is in RED & WHITE 2-tone colors.
— As of 12/17/2012 this product had 4.1 out of 5 stars from 899 reviews on Amazon.com.
ToyDirectory Product ID#: 31314      (added 12/15/2010)
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MSRP: $7.99
Age Range: 8 and up
Launch Date: March 2010
Gender: Boys And Girls
Category: Family Games
General Games
Travel



This pocket-sized story generator is designed to provide hours of imaginative play for all ages. With Rory's Story Cubes®, anyone can become a great storyteller and there are no wrong answers. Players simply roll the cubes and let the pictures spark the imagination. "Rory's Story Cubes is unique because of its simplicity, small packaging, low price point and endless story possibilities. It's a great learning and writing tool that can be played with one person or a large group as a party game," Emily Nichols, marketing coordinator for Gamewright, told TDmonthly. Launch date: March 2010.
Awards: 2009 Dr. Toy’s 10 Best Games of the Year; 2010 Major Fun Award; 2010 Parents’ Choice Gold Award, Creative Child Magazine Seal of Excellence Award, iParenting Media Award, Oppenheim Toy Portfolio Gold Award.
— As of 12/17/2012 this product had 4.6 out of 5 stars from 306 reviews on Amazon.com. Pros: Helps develop story telling ability; promotes cooperative play; creative; affordable. Cons: One reviewer said they were bored with it after playing a few times, but that it is very affordable.
— Stacy Kalisz of The Old Schoolhouse Magazine “absolutely loved” using the Story Cubes with her family as they came up with a variety of games. One of their favorite play variations “is to tell a group story, with each person using one die on his or her turn.”
ToyDirectory Product ID#: 26509      (added 12/28/2009)
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MSRP: $49.88
Age Range: 6 to 14
Specialty: No
Gender: Boys And Girls
Category: Christmas
Licensed Products
Construction



The all-new LEGO Star Wars Advent Calendar comes with 24 unique gifts, including an exclusive Santa Claus Yoda minifigure plus vehicles and accessories from the Star Wars universe. Features 8 minifigures, mini Millennium Falcon and X-wing Starfighter, and is 266 pieces total.
ToyDirectory Product ID#: 32718      (added 8/22/2011)
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MSRP: $12.99
Age Range: 0 and up
Gender: Boys And Girls
Category: Infant & Toddler
Educational
Developmental Toys



Ten bright blocks are ready for baby to drop into the open bucket or through the shape-sorting lid. This toy is designed for developing eye-hand coordination and other early skills. Then children can move on to sorting, stacking and learning about identifying and matching shapes. This set includes a plastic shape-sorting box with a handle and ten colorful blocks.
Awards: 1995 Oppenheim Toy Portfolio Blue Chip Classic Award Winner.
— As of 05/21/2012 this product had 4.1 out of 5 stars from 314 reviews on Amazon.com. PROS: Basic, durable baby toy that keeps children entertained. CONS: Lid does not snap on; May contain carcinogens.


ToyDirectory Product ID#: 29757      (added 7/26/2010)
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MSRP: $14.99
Age Range: 5 and up
Gender: Boys And Girls
Category: Board Games
General Games
Licensed Products



One player draws a construction card and builds the structure shown. Next, an opponent loads an Angry Bird onto the launcher and catapults the bird to knock down structures and pigs. The player with the most points and knockdowns wins. Features three Angry Birds, four green pigs, one slingshot-style launcher, structure pieces and multiple mission cards. For one or more players. Launch date: May 2011.
— As of 12/17/2012 this product had 3.9 out of 5 stars from 252 reviews on Amazon.com. Pros: Great alternative to the app for parents who want to reduce kids' screen time; fun for the family to play together; helps kids develop dexterity and patience. Cons: Certain structures are too elaborate to build and don't seem to be grouped in the correct level of difficulty; kids with short attention spans may lose interest in building the structures; structures are easy to knock down, which can be frustrating for younger players.
ToyDirectory Product ID#: 31720      (added 2/18/2011)
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MSRP: $14.99
Age Range: 0 to 2
Specialty: No
Gender: Boys And Girls
Category: Infant & Toddler
Plush
Interactive



Sometimes baby needs a little help falling asleep. With a gentle squeeze, the cuddly Fisher-Price Ocean Wonders Soothe & Glow Seahorse glows and plays soft music, lullabies and soothing sounds of the ocean. After 5 minutes the music fades, the lights dim and baby drifts off to sleep. There are 8 lullabies to please baby and power/volume control for quiet play.
— As of 08/08/2011 this product had 4.8 out of 5 stars from 331 reviews on ToysRUs.com. Pros: Comforting; the soft glow helps babies who don't like being in the complete dark. Cons: Velcro closure doesn't stick after a bit of use; the music can be too loud for some babies.
— As of 8/22/2011 this product had 4.8 out of 5 stars from 96 reviews on Amazon.com.
ToyDirectory Product ID#: 32656      (added 8/8/2011)
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MSRP: $41.99
Gender: Boys And Girls
Category: Balloons
Novelties



These helium-filled clownfish balloons are remote controlled to "swim" through the air. The infrared remote functions include climb, descend, and tail fin control. Up to a 40 ft range. 57 inches long, 36 inches high. Launch date: 2011.
— As of 10/14/2011 this product had 3.3 out of 5 stars from 16 reviews on ToysRUs.com. Pros: Entertaining. Cons: Flimsy; hard to balance; does not work well in areas with AC, fans, or open doors or windows.
ToyDirectory Product ID#: 31736      (added 2/22/2011)
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MSRP: $29.99
Age Range: 4 and up
Gender: Boys And Girls
Category: Construction
Preschool



This Lego starter kit lets younger children build a house, car, dog, helicopter and more. The set features 405 pieces stored in a durable plastic box with a see-through top. Included are minifigure, a building plate and a wide mix of standard bricks in various colors, as well as house and wheel elements.
— As of 12/17/2012 this product had 4.6 out of 5 stars from 293 reviews on Amazon.com and was No. 19 on the top 100 bestselling toys and games. Pros: 405 pieces and one figurine included; packaged in durable storage container. Cons: Younger children may need help with construction; pieces do not fill up bucket all the way.
ToyDirectory Product ID#: 29756      (added 7/26/2010)
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MSRP: $11.99
Age Range: 1 and up
Gender: Boys And Girls
Category: Plush
Licensed Products
Novelties



Angry Birds is the #1 app worldwide and has been downloaded over 100 million times. Angry Birds plush bring the characters from on-screen into the real world. These soft plush Angry Birds make sounds from the game when squeezed, and are an officially licensed product.
ToyDirectory Product ID#: 32332      (added 5/24/2011)
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MSRP: $19.99
Age Range: 5 to 7
Gender: Boys And Girls
Category: Construction
Party Goods
General Toys



Designed as party favors, the Fun Favor Pack contains 8 LEGO items ( 4 ea- Jeep and Yellow Airplane); Free LEGO Club membership and LEGOLAND Offers (free child admission).
ToyDirectory Product ID#: 32524      (added 6/30/2011)
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MSRP: $99.99
Age Range: 9 and up
Gender: Boys
Category: Construction
Licensed Products



An 890-piece construction set based on the climactic battle between the Rebel Alliance and the evil Empire, the Battle of Endor set is designed to bring the action directly into a child's hands and imagination. Kids can build detailed models of an opening bunker with sliding blast doors, an AT-ST scout walker, a firing catapult, an Ewok glider and two speeder bikes. The set comes with 12 figures, including many favorite characters, such as Han Solo, Princess Leia, Chewbacca and R2-D2.
— “Lego is outselling everything, as always. It's a classic item,” said Charles Bonner, owner of Heights Toy Center in Little Rock, Ark., in response to a June 2009 survey of best-selling gifts for boys.
— “Lego, they love Lego. We just had three little boys ‘pow wow’ in the Lego section,” Denise Van Patten, owner of Katherine's Cottage in Chico, Calif., told TDmonthly in summer 2009.
— As of 09/06/2011 the anniversary edition of this item was number two on ToysRus.com's top-selling toys list, and had 4.1 out of 5 stars from 21 reviews. Pros: Easy to assemble, fun. Cons: Difficult setup, falls apart too easily.
ToyDirectory Product ID#: 24712      (added 7/21/2009)
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MSRP: $89.99
Age Range: 0 to 3
Gender: Boys And Girls
Category: Infant & Toddler
Play Sets
Developmental Toys



The Laugh & Learn Learning Home Playset from Fisher-Price is a place that's full of fun ways for baby to learn, from A-B-C's and 1-2-3's to fascinating everyday experiences, with musical inspiration, sing-along songs, and plenty of discoveries. Both sides are loaded with activities, music, speech, and sounds. The playset combines early academics and everyday experiences.Teaches: Letters, Numbers, Counting, Shapes, Opposites, Colors, Greetings & more.
— As of 08/08/2011 this product had 4.8 out of 5 stars from 710 reviews on ToysRUs.com. Pros: Actually interests children for the whole age range; easy to assemble; helps kids learn how to stand. Cons: Expensive.
ToyDirectory Product ID#: 32655      (added 8/8/2011)
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MSRP: $119.99
Age Range: 9 to 11
Specialty: No
Gender: Boys
Category: Construction
Licensed Products



Attack the Hoth Rebel base with the Lego Star Wars AT-AT Walker (8129). Build one of the most iconic vehicles from the original Star Wars movies and celebrate the 30th anniversary of The Empire Strikes Back. Use the grappling hook to help Luke Skywalker climb the body of the AT-AT, then use his lightsaber to stop the walker before it destroys the Rebel base. Will Luke triumph in time? Includes 8 minifigures: Luke Skywalker, C-3PO, Han Solo in Echo base gear, Rebel Trooper with P-Tower laser cannon, AT-AT pilot, 2 Snowtroopers, General Veers and Imperial Officer. AT-AT Walker measures more than 13" (33 cm) long and 12" (30 cm) tall. This is the stationary AT-AT model.
— As of 09/06/2011 this product had 4.6 out of 5 stars from 22 reviews on ToysRus.com. Pros: Fun, durable, easy to assemble. Cons: Expensive for a non-motorized version of this product.
ToyDirectory Product ID#: 32844      (added 9/6/2011)
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MSRP: $69.99
Age Range: 0 to 2
Specialty: No
Gender: Boys And Girls
Category: Infant & Toddler
Developmental Toys
General Toys



This soft activity gym features an electronic aquarium with classical melodies and dancing lights. A whale-shaped prop-up pillow accompanies baby on this aquatic adventure, which comes to life with the crisp and colorful real-life scenery of the sea on the play mat. A soft textured border encourages tactile development. Remove the arch and the play gym becomes the perfect play mat for tummy time. Tummy time is enhanced by the animal peek-a-boo flaps with real-life imagery, as well as the ability to reposition and attach toys to loops on the mat or loops on the whale pillow. The play gym comes with several developmental and colorful plush and plastic toys, including a large fish-shaped baby-safe mirror, a set of Ocean Discovery cards featuring real-life images of 6 underwater animals, a Baby Neptune rattle, and a star-shaped teether. The play gym also has 8 links for repositioning the toys. The plush Octopus with various textures and dangling rattles and teethers offers baby an on-the-go toy. The play gym features a 2-in-1 musical aquarium toy that can be used both with the gym and in the crib. his underwater-themed gym folds up for easy transportation and storage.
— As of 05/20/2011 this product has 4.2 out 5 stars from 63 review on Amazon.com. Pros: Lots of elements can be detached; many reviewers like the light-up mobile. Cons: Not interactive enough; noises are annoying/ not melodical enough; not enough toys/toys not interesting enough.
ToyDirectory Product ID#: 32239      (added 5/5/2011)
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MSRP: $69.99
Age Range: 0 and up
Target Age Range: 0 to 2
Gender: Boys And Girls
Category: Infant & Toddler
Interactive



This activity gym is designed to stimulate babies with music, lights, nature sounds, games and textures. It features 20 minutes of parent-activated continuous music, and a baby mode with eight to 12 seconds of lights and music. Included are a floor quilt with silky borders and colorful arches, a spinner with rattling beads, spinning butterflies, a shiny mirror, a crinkly leaf and movable and stationary activity toys. The gym measures 20" x 32.5" x 32.5."
ToyDirectory Product ID#: 29780      (added 7/28/2010)
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MSRP: $36.99
Age Range: 0 and up
Gender: Boys And Girls
Category: Infant & Toddler
Play Sets



Designed to pop up in a single motion, this play gym includes four toys and a bolster pillow to be used for tummy time. It is available in two color options.
Real Moms Real Views  “was wowed by the [Gym’s] COLORS! They are so bright and fun.” The reviewer said, “Set up is a breeze,” and the Activity Gym “would make a wonderful Baby Shower Gift too!”
— “Infantino knows babies and knows what Mom's want and need in quality infant products,” declared Deborah Sloan at Baba’s Farm Life.  Deborah loved how well thought out the Twist & Fold Activity Gym is with its emphasis on stimulation, style and safety for baby.
— As of 05/24/2011 this product had 4.6 out of 5 stars from 62 reviews on Amazon.com. Cons: one reviewer said that hers would not stand up straight; One person said the colors in real life were different than those depicted online.
ToyDirectory Product ID#: 25802      (added 10/28/2009)
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MSRP: $44.99
Age Range: 3 and up
Gender: Boys And Girls
Category: Creative Activities
School Supplies
Arts & Crafts



This magnetic dry-erase boardand chalkboard provides a large work area. Each board includes a clip to hold paper. The set includes four detachable storage bins for holding art accessories and a folding easel for easy storage, and comes with an eraser and 77 magnetic letters and numbers.
 — As of 8.12.10, this product had 4 out of 5 stars from 130 reviews on ToysRUs.com and was listed No. 6 in best-selling toys and games. PROS: Educational, long-lasting, engaging. CONS: Messy; some parents questioned its quality.
ToyDirectory Product ID#: 30012      (added 8/12/2010)
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MSRP: $4.99
Age Range: 1 and up
Gender: Boys And Girls
Category: Infant & Toddler
Developmental Toys



Sassy Ring O Links offers youngsters a variety of textures to enhance tactile experiences. A bright, bold spectrum of colors keeps kids interested- no link is quite the same. The bold black and white pattern on the ring itself offers high-contrast imagery that is ideal for developing eyes.
As of 05/20/2011 this product had 4.7 out of 5 stars on Amazon.com from 65 reviews. Pros: Durable; Multi-use (toy, teething rings); very colorful. Cons: Cheaper to just get the "bag o links;" the large black and white link detaches too easily from other links.
ToyDirectory Product ID#: 32238      (added 5/5/2011)
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MSRP: $44.99
Age Range: 1 to 3
Specialty: No
Gender: Boys And Girls
Category: Infant & Toddler
Developmental Toys
Musical Toys



Each corner of this table has an entire interactive learning center with lights and a friendly character who invites baby to play, encouraging movement and exploration all around the table. Baby can learn letters, numbers, counting, first words, colors, shapes, opposites, animals and much more - in English and Spanish. Musical fun includes sing-along songs, tunes, real instrument sounds and a variety of music styles. Requires 3 AA batteries (not included).
ToyDirectory Product ID#: 32587      (added 7/25/2011)
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