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March 2012 | Vol. XI - No. 3
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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: $24.99
Age Range: 6 and up
SKU or Item #: BL100
Gender: Boys And Girls
Category: Puzzles & Skill
Educational
Family Games



The first member of the Perplexus family, this see-through sphere houses a 3-D labyrinth game with 100 barriers, turns, twists and cliffhangers that serve as obstacles to getting a small steel ball to the end. Invented in 1970 by Michael McGinnis, a design teacher, Perplexus helps develop motor and dexterity skills, along with hand-eye coordination.
― As of 12/17/2012 this product had 4.4 out of 5 stars from 393 reviews on Amazon.com and was No. 12 on the top 100 bestselling toys and games.
— At Izilla Toys in Seattle, "Perplexus is selling really, really well for us," Co-owner Jude Larene told TDmonthly in late fall 2009.
— In summer 2010 this game was a top-10 best seller at Dancing Bear Toys in Asheville and Hendersonville, N.C..
Awards: 2012 Parents’ Choice Awards - Silver, 2011 Time Magazine – 15 Smartest Toys for Young Geniuses, 2011 Parent Tested Parent Approved – Seal of Approval, 2011 Grand Prix Kidexpo – Elu par les Parents (Parents’Choice), 2011 Children of Museum of Indianapolis – Top 10 Toys of 2011, 2011 Canadian Toy Testing Council – Children’s Choice, 2011 Babble List – Best Kids Toys, 2010 Toy Insider – Hot 20, 2010 The National Parenting Center – Seal of Approval, 2010 Prémio Brazil – Award of Excellence, 2010 Parents’ Magazine – Top Toys, 2010 NAPPA – Gold, 2010 ASTRA – Best Toy for Kids
ToyDirectory Product ID#: 26245      (added 12/2/2009)
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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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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: $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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The entire class can watch caterpillars as time and nature work their magic in creating beautiful butterflies. Includes a coupon which is returned to the laboratory for the Butterfly Culture (yields 5 caterpillars), 11 1/4 inch tall habitat for your butterflies, a butterfly feeding kit, instructions on their care, and interesting facts about their lives.
ToyDirectory Product ID#: 18749      (added 5/7/2008)
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MSRP: $49.99
Age Range: 14 and up
Gender: Boys
Category: Remote Controlled



The Syma S109G is a palm size 3-Channels Helicopter. The S109G has a Co-Axial structure which is specially made for first time flyers. The S109G is built with a thick plastic body. The Syma S109G is equipped with a 4-in-1 receiver (Gyro, ESC, Mixer, Receiver), which allows the helicopter to move in all directions: clockwise/anti-clockwise, forward/backward, and up/down. Features: Apache 3-Channels AH-64 Helicopter. Double protection. Head lights. 3D full function. Built-in GYRO. Helicopter can be charged through computer USB socket.
ToyDirectory Product ID#: 33449      (added 1/12/2012)
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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: $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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Age Range: 6 and up
Gender: Boys And Girls
Category: General Games
Card Games



Spot It is a party game for two to eight players. It's played by laying a random assortment of cards on the table and all players racing to find one image that matches between two cards. This fast-paced game is designed to never be the same twice, and though it has very few rules to remember it requires a sharp eye to master. The set of 55 round cards transports in its own carry tin. Watch Spot It: Top-5 Video, Toy Fair 2010
— Spot It has been been a top seller for retailers surveyed by TDmonthly since early Spring 2010.
— In a March 2012 survey, 3 out of 12 retailers told TDmonthly that Spot It was their overall best selling product, and had been for more than a year.
— Dean Smith, Co-owner of JaZams in Princeton, N.J., told TDmonthly in a Summer 2011 survey that he sells 50-60 copies of Spot It each month.
Awards: 2010 TDmonthly Top Seller, Dr. Toy 100 Best Children's Products - 2010

Where to buy:
SOUTH
NORTH EAST
NORTH WEST
ToyDirectory Product ID#: 27018      (added 2/11/2010)
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MSRP: $29.95
Age Range: 8 and up
Gender: Boys And Girls
Category: Educational
Science & Nature
Kits



Kevin Tjaden, owner of Scientific Wizardry in Boise, Idaho, had this to say: “It's an electronic kit — kind of like the ones we had when we were kids. … It's really taken off. It also targets the right age range: 8-14, which allows for increased market share. It's become easier to use and easier to understand. As parents, everyone remembers it, but certain parts didn't work that well, certain springs would fall apart. … By solving those problems, people say, "This is like what I had as a kid, but better!”
— As of 12/17/2012 this product had 4.9 out of 5 stars from 477 reviews on Amazon.com and was No. 16 on the top 100 bestselling toys and games. PROS:  Fun and educational, lots of possible circuits.  CONS:  Kit doesn't always explain how the circuits work.
— In a late Summer 2012 survey, four out of 12 retailers told TDmonthly that Snap Circuits were one of their best selling Science & Nature toys.
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ToyDirectory Product ID#: 1116
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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: $99.99
Age Range: 4 to 9
Gender: Boys And Girls
Category: Educational
Electronics
Electronic Games



Though sleek and thin, the LeapPad can withstand kids' roughhousing and dirty fingers. Designed to be flipped, shaken, and turned by little hands, the LeapPad comes with a tilt sensor for game control that puts kids in the middle of the action. A 5-inch color touch screen makes it easy for kids of all ages to learn and interact. There are more than 100 learning games, videos, books, and apps available, and topics covered include spelling, phonics skills, mathematics, science, music, geography, and more.
— As of 8/29/2011 this product had 4 out of 5 stars from 96 reviews on Amazon.com. Pros: Larger screen than other LeapFrog products; works with Leapster explorer games and apps; comes with extra stylus in case one gets lost. Cons: Screen and camera resolution are low; takes 4 batteries; processing is slow; most apps need to be purchased separately.
ToyDirectory Product ID#: 32523      (added 6/30/2011)
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MSRP: $20.00
Age Range: 4 to 8
Gender: Boys And Girls
Category: Educational
Science & Nature



When you get right down to it, what´s more fun than science? If it´s the kind of scientific activities included in Mind Blowing Science, the answer is "not much." It´s tough to beat the color-changing erupting volcanoes, the never-wet sand, and all the other experiments waiting to be conducted in this set. The package includes red cabbage powder, baking soda, cooking oil, corn starch, goldenrod paper, cotton swabs, test tubes and caps, plastic cups, pipettes, magnifier, measuring scoops and a guide. Parental supervision is required.
—  As of 1.06.2011 this product had 4.5 out of 5 stars from 51 reviews on Amazon.com and was No. 15 on the top 100 bestselling toys and games. Pros: Colorful experiments intrigue young children. Cons: Adult supervision required at all times; too simple for older children.
—  “We sell a lot of that one. It’s very colorful and it’s very popular. We sell about six per month,” Gwen Bowden, manager of Doodlehopper for Kids in Springfield, Va., said in late August 2009.
— Two of 38 retailers told TDmonthly in early fall 2009 that Mind Blowing Science is a best-selling science product at their stores. Disgusting Science was also named as a top seller.
ToyDirectory Product ID#: 4791      (added 9/23/2005)
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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: $29.99
Age Range: 6 to 14
Specialty: No
Gender: Girls
Category: Dolls



The Monster High student body just got scarier with the newest students joining the other ghouls in the howlways. Nefera de Nile, daughter of the Mummy, shares the sophisticated style of her younger sister Cleo de Nile. Her wrap skirt is accessorized with a snake necklace, jeweled earrings and a dramatic hairpiece. She carries two Egyptian-detailed bags and comes with pet Scarab Beetle, Azura. Nefera de Nile doll is fully articulated so she can be posed in many different ways and includes pet friend Azura, doll stand, brush, diary and accessory.
— As of 1/31/2012 this product had 4.5 out of 5 stars from 6 reviews on Amazon.com.
ToyDirectory Product ID#: 33533      (added 1/31/2012)
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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: $6.99
Age Range: 3 to 15
Gender: Boys And Girls
Category: Arts & Crafts
Infant & Toddler
Preschool



4ct. Washable finger paint set in primary colors. Bold colors formulated to wash esily from skin and clothing. Red, blue yellow and green.
As of 06/08/2011 this product had 4.7 out of 5 stars from 28 reviews on Amazon.com. Pros: Washes off very easily, even after dry; squeeze top bottle is good for use with younger children; No reviews below 3 stars. Cons: Smells bad; washes off hard surfaces easily but may stain some clothing.
ToyDirectory Product ID#: 32430      (added 6/8/2011)
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