May 2012 | Vol. XI - No. 5
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 Spot It!. TDmonthly Magazine will be updating our list of mass-market top-sellers weekly to make this job easier for you.
This net habitat (almost like a Chinese lantern) encloses caterpillars, food and the setting for a caterpillar’s eventual metamorphosis. It requires mail-sent larvae. “The Butterfly Garden not only shows actual insect metamorphosis, but it does so in just three weeks' time. Many other animal habitats can take up to six months for any changes to occur. This makes it a perfect item for kids who have short attention spans and is an ideal science project for any classroom,” John White, marketing director of Insect Lore, told TDmonthly.
— Fred Rosenberg of On the Park in Kingwood, Texas, named this as his No. 1 seller in May 2008, with sales of 50 to 60 units monthly. “I just can't keep them in stock right now,” he told TDmonthly. “We have a display on our counter with the real butterflies so people can see it go through the process,” said Kim Emigh, VP of e-commerce at Growing Tree Toys in State College, Pa.
— 25% of 64 retailers surveyed in August 2008 named this as their top-selling nature toy, reporting average sales of 12 per month. Five of 38 retailers named Insect Lore’s butterfly habitats as best-selling science and nature products in late summer 2009. In an August 2010 survey, 21 percent of 43 specialty retailers said Insect Lore is a top-selling science and nature brand. Five retailers specifically cited Butterfly Garden as a best seller.
— As of 5/21/2012, the Butterfly Garden had spent more than 1,600 days in the top-100 best-selling toys and games at Amazon.com and has 4.4 out of 5 stars from 461 reviews.
AWARDS: 2010 TDmonthly Top Seller
ToyDirectory Product ID#: 3975 (added 7/18/2005)
This three-position adjustable, removable canopy protects baby from the sun and folds for storage just like the Baby Spring Float. There is a mesh play space for toys and splashing. Dual inflation chambers and low seat enhance security; the included sun canopy blocks 90% harmful UV rays. Features a "rainy day ducky" design and includes a carry/storage bag. 34"L x 30"W x 3"H. 1.64 lbs. Ages 9 to 24 months.
— As of 05/21/2012 this product had 4.5 out of 5 stars from 199 reviews on Amazon.com. Pros: Thorough sun protection; folds up easily; the mesh area for toys is convenient. Cons: One customer complained of a leak around the hole where you inflate the float; One customer said her baby flipped over and was held under water because her legs were still in the hole.
ToyDirectory Product ID#: 32351 (added 5/26/2011)
Loki is escaping from S.H.I.E.L.D. headquarters with the powerful Cosmic Cube. If he succeeds he could use it to wreak havoc on the world! Will Iron Man in his amazing armored suit alongside Hawkeye in his function-packed S.H.I.E.L.D. off-roader be fast enough to catch Lokior will the Asgardian villain escape with the Cosmic Cube? You decide! Includes 3 minifigures: Iron ManLoki and Hawkeye. Launch date: May 2012.
— As of 05/21/2012 this product had 5 out of 5 stars from 4 reviews on Amazon.com.
ToyDirectory Product ID#: 33643 (added 2/12/2012)
The Maverick blaster features a six-dart rotating barrel with easy flip loading, rapid launching action, a pullback mechanism and an auto-advancing barrel. The Maverick is a part of the N-Strike team, so it can snap onto the NERF Unity Power System. Six darts and instructions are included.
— As of 05/21/2012 this product had 4.4 out of 5 stars from 302 reviews on Amazon.com. PROS: Well-priced, easy to assemble and use, darts fly far. CONS: Darts lack durability.
ToyDirectory Product ID#: 29889 (added 8/3/2010)
Syma - 3 Channel Radio Controlled Infrared Remote Controlled Electric RC Micro Mini Helicopter w/ Gyro by TOY WONDERS INC.
Other products from TOY WONDERS INC.
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)
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)
Syma - 3 Channel Electric Helicopter RTF w/ Auto Stabilizing Gyro + Metal Frames + Cool Strobing Head Lights by TOY WONDERS INC.
Other products from TOY WONDERS INC.
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)
While riding his Avenging Cycle, Captain America spots the general on his craft. Help Captain America use his indestructible shield to defeat the general and his foot soldier. Win the battle and send them back to where they came from. Includes 3 minifigures: Captain America and more. Launch date: May 2012.
— As of 05/21/2012 this product had 4.7 out of 5 stars from 3 reviews on Amazon.com.
ToyDirectory Product ID#: 33642 (added 2/12/2012)
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:
ToyDirectory Product ID#: 27018 (added 2/11/2010)
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)
When kids stomp on the launch pad, a blast of air propels the Stomp Rocket over 100 feet into the air. This kit comes with four glow-in-the-dark foam rockets.
— As of 12/17/2012 this product had 4.6 out of 5 stars from 291 reviews on Amazon.com. PROS: Simple to use, no assembly, rockets fly high, and foam construction of rockets doesn't damage people or property. CONS: Could use a sturdier base and wingnut/screw connection.
— In an August 2010 TDmonthly survey of 43 retailers, three cited Stomp Rockets as an overall top seller.
— Stephanie Dupuy of Playville in Covington, La., told TDmonthly in a November 2011 survey that their best selling flying toy is Stomp Rocket. They sell between 12 and 18 each month, depending on the weather.
ToyDirectory Product ID#: 29750 (added 7/26/2010)
From the Hunger Games movie of 2012. The mocking Jay pin replica as worn by Katniss in the Games. Measuring about 1.5" in diameter.
— As of 05/21/2012 this product had 4.6 out of 5 stars from 102 reviews on Amazon.com.
ToyDirectory Product ID#: 34018 (added 3/30/2012)
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)
Brilliant Basics Baby's First Blocks by FISHER-PRICE INC.
Other products from FISHER-PRICE INC.
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)
The WaterWheel play table includes boats, a waterwheel and a cup for pouring, all in an elevated design that keeps children as clean as possible while still encouraging creative water play.
— As of 4/18/2012 this product had 4.6 out of 5 stars from 429 reviews on Amazon.com. Pros: Easy to assemble; appeals to a wide age range; Lightweight; a good value for the price. Cons: No plug makes it harder to drain; no cover is included.
ToyDirectory Product ID#: 29753 (added 7/26/2010)
The Settlers of Catan® (4th Edition) by MAYFAIR GAMES INC.
Other products from MAYFAIR GAMES INC.
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)
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)
Beginning T-ball set includes an easy-to-use oversize bat, 2 oversize baseballs and Tee. Adjustable height “T” adapts to a child’s developing skills. Special “hang-on-the-wall” design for easy small-space storage. Helps improve batting skills, motor skills and coordination.
As of 05/12/2011 this product was #1 in the Toy Sports category on Amazon.com and had 4.5 out of 5 stars from 50 reviews. Cons: One reviewer said that though the minimum age is listed at 2 years, her two year old had trouble with it; the base isn't very heavy so on the grass it's not very steady; the height only adjusts by about an inch.
ToyDirectory Product ID#: 32280 (added 5/12/2011)
Barbie Collector Hunger Games Katniss Everdeen Doll by MATTEL INC.
Other products from MATTEL INC.
Pitted against highly-trained Tributes who have prepared for these Games their entire lives, Katniss is forced to rely upon her sharp instincts as well as the mentorship of drunken former victor Haymitch Abernathy. If she’s ever to return home to District 12, Katniss must make impossible choices in the arena that weigh survival against humanity and life against love. Hunger Games Katniss doll wears a hooded jacket, top, and military-style pants inspired by the costume Katniss wore in the film. Included are bow, arrows, and quiver. Completing her look is the iconic mockingjay pin. Launch date: September 1, 2012.
ToyDirectory Product ID#: 34068 (added 4/11/2012)
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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