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The “It” Toy This Christmas Is Nothing


When a toy becomes the “it” Christmas gift, it becomes a phenomenon. And this year’s big Christmas toy is. Nothing. 

Gerrick Johnson is a toy industry analyst with BMO Capital Markets. He says, quote, “There are no hot toys this year. We don’t have a Tickle Me Elmo or a Cabbage Patch Kid. Nothing that’s approaching phenomenon status.”

So instead of something hot and new, kids are gravitating toward the classics. The most popular toy on girls’ Christmas lists is a Barbie Doll. On the boy’s list, Legos leads the way as most popular.

There are three main reasons there’s no big toy this year. One, toy companies are taking fewer risks, and just relying on things they know will work consistently and that includes retro toys, superheroes, dolls, and slight twists on popular toy lines.

Two, there wasn’t a huge hit movie with younger kids this year, like “The Avengers” last year. And three, kids are gravitating toward really expensive electronics, like iPads or the new PlayStation and Xbox, which parents probably will not buy them.

Have your kids put a Christmas wish list together yet? Is there anything that is just way out there?

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