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January 2012 | Vol. XI - No. 1
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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: $14.99
Age Range: 0 and up
Specialty: No
Gender: Boys And Girls
Category: Plush
Animal Figures
Licensed Products



13" Soft, huggable plush. Push Chica's belly and she squeaks. Clean with a damp, soapy cloth and fluff dry. Launch date: November 2011.
ToyDirectory Product ID#: 33115      (added 11/7/2011)
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MSRP: $70
Age Range: 8 and up
SKU or Item #: S032
Launch Date: December 2010
Gender: Boys And Girls
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: $60
Age Range: 8 and up
SKU or Item #: S107
Launch Date: December 2010
Gender: Boys And Girls
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: $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: $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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These helium-filled shark 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.
— As of 10/14/2011 this product had 2.8 out of 5 stars from 19 reviews on ToysRUs.com. Pros: Visually striking. Cons: Difficult to assemble; flimsy; does not stay inflated very long.
— Mike McCollum, owner of Learning Express in Hoover, Ala., told TDmonthly in November 2011 that Air Swimmers are becoming one of his best selling flying toys. He said that since September 2011, he has sold 16 of the sharks and 7 of the clown fish.
ToyDirectory Product ID#: 33041      (added 10/14/2011)
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MSRP: $24.95
Age Range: 6 and up
Gender: Boys And Girls
Category: General Games



Requiring no reading from its players, Qwirkle is a simple-to-learn but stimulating game based around matching the attributes of the game play tiles. Players build rows and columns by placing tiles adjacent to tiles they share an attribute with (shape or color), and score bonus points if they can think ahead and put a tile down touching multiple other tiles. While the game is easy to understand, a good eye and quick thinking make Qwirkle challenging enough for a wide range of ages to play together.
Awards: 2011 Speiele des Jahres (German game of the year).
― “We sell a lot of Qwirkle,” Sue Banducci said of popular games in her Danville, Calif., store, Games Unlimited. “Qwirkle was best-selling over Christmas,” said Shirley Reilly, owner of Let's Play in Hillsboro, Ore., in January 2009.
― When asked about his top-selling games in early 2009, Tye Steinbach of Thinker Toys in Portland, Ore. told TDmonthly, “It was probably Qwirkle. We're not huge gamers in our family, but it's really fun.”
— Four of 44 specialty retailers named Qwirkle as a best seller in late fall 2009. Ages & Stages Toy Box in Golden, Colo., sells about 10 Qwirkle games per month, Manager Holly Anvers told TDmonthly.
— As of 12/17/2012 this product had 4.8 out of 5 stars from 483 reviews on Amazon.com and was No. 6 on the top 100 bestselling toys and games. Pros: Exciting; intellectually stimulating, easy to learn. Cons: Some said it took too long to play; only had 3 reviews less than 3 stars, however.
ToyDirectory Product ID#: 22437      (added 2/9/2009)
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MSRP: $17.99
Age Range: 4 to 9
Specialty: No
Gender: Boys And Girls
Category: Electronics-Accessories
Bags & Backpacks



Kids can use this stylish case to hold their LeapPad Explorer and 6 game cartridges (fits cartridges for LeapPad Explorer and Leapster Explorer systems). Launch date: 2011.
ToyDirectory Product ID#: 33010      (added 10/10/2011)
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MSRP: $42.00
Age Range: 10 and up
SKU or Item #: MFG3061
Gender: Boys And Girls
Category: Board Games
General Games



In this game designed by Klaus Teber, three to four players who are immigrants to Catan must develop their colony on the island by establishing roads, villages and settlements and making strategic trades of bricks and lumber, livestock or other commodities to obtain necessary resources. Play takes about 60 to 90 minutes. The first player to 10 points wins. "The new edition was released three years ago and has sold more copies in those three years than the first, second or third editions combined," Bob Carty, Sales & Marketing Director, Mayfair Games, told TDmonthly in early 2010.
— In August 2010, five percent of 43 retailers surveyed named The Settlers of Catan an overall top seller. The same month, Steven Levy, owner of Toy City in Keene, New Hampshire, told TDmonthly his store sells approximately three Settlers of Catan games per week.
— “It's real easy to teach, and then you just develop strategies from there," Mike Snyder, owner and manager of Cville's Hobbies, Games and Toys in Charlottesville, Va., told TDmonthly in a February 2012 survey about best selling games. Cville's sells 16-20 copies of the game each month.
— As of 12/17/2012 this product had 4.7 out of 5 stars from 632 reviews on Amazon.com.
ToyDirectory Product ID#: 27448      (added 3/3/2010)
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MSRP: $19.99
Age Range: 6 to 12
Specialty: No
Gender: Girls
Category: Construction



Take the Lego Friends fun to the tree tops with Olivia’s Tree House. All of the friends love meeting in this treetop retreat to play games and camp out under the stars. Climb the folding ladders to watch the ladybirds, catch butterflies and feed the cat. Watch the ocean waves or wish on stars through the telescope. Stash secret treasures in the hidden compartment and decorate the whole fort with wildflowers. Includes Olivia mini-doll figure, and features the tree house pet cat Maxie, 4 ladybirds, a bird Goldie with birdhouse, 4 butterflies, hidden compartment and folding ladders.
— As of 02/28/2012 this product had 4.9 out of 5 stars from 19 reviews on Amazon.com.
Awards: 2012 Dr. Toy Best Classic Toys
ToyDirectory Product ID#: 33409      (added 1/3/2012)
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MSRP: $27.99
Age Range: 9 to 10
Specialty: No
Gender: Boys And Girls
Category: Board Games
General Games
Licensed Products



Dark magic has been performed at Hogwarts! A fellow student has vanished from the famous School of Witchcraft and Wizardry and it is up to the players to solve the mysterious disappearance. Play as Harry, Ron, Hermione, Ginny, Luna or Neville and try to discover WHO did it, WHAT spell or item they used, and WHERE the student was attacked. Was it Draco Malfoy with a Sleeping Draught in the Owlery? Move around Hogwarts making suggestions- but watch out! Wheels on the board actually move to reveal secret passages, hidden staircases, and even the Dark Mark! When players think they've gathered all the facts they need, they go to Dumbledore's office to make their final accusation to win the game.
— As of 12/30/2011 this product had 4.3 out of 5 stars from 15 reviews on ToysRUs.com. Pros: More in depth than original Clue; fun for Harry Potter fans. Cons: Instructions are a bit confusing.
ToyDirectory Product ID#: 33388      (added 12/30/2011)
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MSRP: $12.00
Age Range: 0 and up
Gender: Boys And Girls
Category: Infant & Toddler
Developmental Toys
Gifts



Stunning colors give this perennial favorite a lively look. Babies will be engaged and amused by the responsive rattle, and caregivers can safely refrigerate this pliable plastic toy to produce a soothing teether. “We have so much of the Manhattan baby...we sell a lot,” Owner Amy Barrett of Lasso the Moon Wonderful Toys in Helena, Mont., told TDmonthly in early 2007. “People buy them for baby gifts...baby shower gifts. They like them because the colors are so bright.”
— “Winkels from Manhattan Toy — [we sell] about 30 per month,” Burdette told TDmonthly in March 2008. Five percent of the 40 retailers who spoke with TDmonthly in spring 2008 singled out this item as their stores’ best-selling infant and toddler toy.
— "I sell 18 or so a month," Mary Ellen Cerney, owner of Dear Friends & Children in Duncan, Okla., said in March 2009. In June 2009, four of 47 retailers listed Manhattan Toy as their best-selling baby line. In March 2010, two of 39 specialty retailers cited Winkel as a best-selling baby toy.
— In June 2010, five percent of 40 specialty retailers named Manhattan Toy’s Winkel as a top-selling baby product.
— As of 05/21/2012 this product had 4.5 out of 5 stars from 299 reviews on Amazon.com.
ToyDirectory Product ID#: 10528      (added 12/7/2006)
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MSRP: $49.99
Age Range: 4 to 6
Specialty: No
Gender: Boys And Girls
Category: Dolls
Collectibles
Licensed Products



This set comes with Strawberry Shortcake, Blueberry Muffin, Lemon Meringue, Orange Blossom and Plum Pudding, each with her very own pair of shoes and leggings. With five dolls, five pairs of shoes, five dresses and five pairs of leggings, kids can mix and match outfits to suit their sense of style.
— As of 12/30/2011 this product had 4.4 out of 5 stars from 14 reviews on ToysRUs.com.
ToyDirectory Product ID#: 33389      (added 12/30/2011)
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MSRP: $6.99
Age Range: 7 and up
Gender: Boys And Girls
Category: Card Games



UNO has been a fun, entertaining game for years and travels well, keeping little ones engrossed for hours.
— As of 09/15/2011 this product had 4.7 out of 5 stars from 93 reviews on Amazon.com, and had no one star ratings. It was ranked number 2 in the Card Games category.
— Nathan McKelvey, manager of Toy Castle, LLC in Jonesboro, Ar., told TDmonthly in a September 2011 survey that UNO is one of his top-three bestselling card games.
— UNO is published in 80 countries and has sold more than 150 million copies worldwide. 
ToyDirectory Product ID#: 3451      (added 4/28/2005)
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MSRP: $3.49
Age Range: 5 to 7
Specialty: No
Gender: Boys And Girls
Category: Collectibles
Construction
Action Figures



The LEGO MiniFigure Series 5 adds 16 all-new, special MiniFigures to the growing LEGO MiniFigure Collection. Each MiniFigure comes in a sealed, mystery bag. Each character has its own special accessories, display plate and collector's leaflet. Inspired by movies, sports, history and just everyday life. This collection includes: Fitness Instructor, Snowboarder Guy, Lizard Man, Lumberjack, Gladiator, Small Clown, Egyptian Queen, Evil Dwarf, Boxer, Ice Fisherman, Zoo Keeper, Graduate, Royal Guard, Cave Woman, Detective.
— As of 10/10/2011 this product had 4.9 out of 5 stars from 9 reviews on ToysRUs.com.
— Robert Lightburn from Cville's Hobbies, Games and Toys in Charlottesville, Va., told TDmonthly in an October 2011 survey that LEGO items sell well with the tween crowd.
ToyDirectory Product ID#: 33011      (added 10/10/2011)
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MSRP: $17.99
Age Range: 4 to 6
Specialty: No
Gender: Boys
Category: Action Figures
Collectibles
Licensed Products



These highly detailed 3-Inch figures have over 12 points of articulation and capture all the signature characteristics of all three characters. The Super Pack also comes complete with 7 Chaos Emeralds.
— As of 12/30/2011 this product had 4.2 out of 5 stars from 37 reviews on ToysRUs.com. Pros: Unique; detailed; comes with seven emerald accessories. Cons: Not durable (better as a collectible than a playable toy).
ToyDirectory Product ID#: 33390      (added 12/30/2011)
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MSRP: $79.99
Age Range: 8 to 14
Specialty: No
Gender: Boys
Category: Construction
General Toys



Fly the LEGO Ninjago Lightning Dragon Battle (2521) to rescue Sensei Wu. Frakjaw and Kruncha have captured Sensei Wu and stole the nunchucks of lightning with their helicopter. Help Jay and the fearsome Lightning Dragon to rescue him and retrieve the golden weapon before they escape into the Underworld.! Beware of the helicopter's snapping jaws and flick missiles.
As of 10/18/2011 this product had 4 out of 5 stars from 2 reviews on ToysRUs.com. Pros: Dragon is durable; mini figures are great. Cons: Helicopter is not very durable.
ToyDirectory Product ID#: 33057      (added 10/19/2011)
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MSRP: $8.99
Age Range: 3 to 6
Gender: Boys And Girls
Category: Board Games



The classic board game provides fun for all ages as players try to remember what's hiding were and find matching pairs of their favorite things, two by two. Players just flip over the cards in trying to make a match. Two same cards are kept. The player with the most pairs is the winner. Memory is ideal for non-readers and reinforces matching and counting skills. It can be played by one or more players.
— "Memory" was among the most popular games in Three Sisters in Springfield, MA.
ToyDirectory Product ID#: 14526      (added 8/7/2007)
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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: $19.99
Age Range: 6 to 8
Specialty: No
Gender: Girls
Category: Tween
Fashion & Accessories
Arts & Crafts



Experience a whole new twist on accessory design with the Umagine Bizu Bead Style Studio. This must—have style center lets kids store, select and dispense their Bizu collection, making them the designer. With over 15,000 combinations, the Style Studio rotating tower allows kids to inventory their Bizu collection and create new fashionable accessories. Follow the trend by making Glam, Rock, Wild, or Funky styles, then become the trendsetter by mixing and matching to create an entirely new look. Create 4 stylish bracelets, link 3 together to make a necklace, or set the style with cool backpack and cell phone accessories. Includes Style Studio rotating tower, 40 beads (including 4 character heads), 4 elastic bands with toggle clasps, 1 beading tool, 2 clips, 4 character template cards and 1 instruction guide.
ToyDirectory Product ID#: 33118      (added 11/7/2011)
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