Holiday 2005 Sales Surprises!

Santa came. The wrapping paper was strewn. Kids played. So what were the toy surprises this 2005 holiday season? TDmonthly Magazine spoke with experts on the manufacturing and retail side to see what blips appeared on the holiday radar this year.

Megatech International Inc.’s MegaChopper II RC Helicopter sold out of RadioShack stores across the country, as well as online RC stores and pretty much everywhere else. Gone! No one expected such a surge in buying. Jody Tollins, assistant manager of the Panama City, Fla., RadioShack, shook her head. “We couldn’t keep them in stock,” she said. “If I had had 50 more, they would have gone, too.” A great toy that looked extremely fun in the commercial can be credited with some of the over-the-top success.

Playmobil’s Knight’s Empire Castle sold beyond expectation across the country. The FamilyFun Toy of the Year recognition was credited with catapulting it into larger-than-expected sales. Donald Viviens, owner of Wooden Head, a boutique toy store in Denver, thought that “sophisticated pretend play items seem to be a trend. Younger kids don’t play video games so much, but want the action and visuals.”

A surprise from quite a few retailers was the slow start to the “King Kong” merchandise. Many chalked it up to the less-than-expected ticket sales for the movie. The bright blip in that trend was the King Kong Electronic Fists by Playmates Toys Inc. Like the Toy Biz Hulk Hands with Electronic Sounds, these sold like gangbusters. Many expected the Kong toys to have “legs,” much as the movie would.

Another surprise was MGA Entertainment’s Bratz Rock Angelz, particularly the Tour Bus. Bratz sold well, but not as great as in previous years. As one retailer explained, “Girls still love them, but the age seems to be getting younger. They’re being treated more as dolls than fashion icons.”

Barbie’s new “beau” seemed to have added greatly to the long-time fashion queen’s sales, taking many by surprise. Mattel’s Barbie Loves SpongeBob Squarepants appeared to be an odd twosome, but it sold great. Many felt it was the Bradgelina factor. “She’s a longtime fave, and he’s the latest thing. It’s more than double the fun,” laughed Debbie Anders, co-owner of Toys & Things in Chicago.

Spin Master Toys’ Bella Pop Star Studio DVD had people coming in early for the next shipment at Toys “R” Us outlets across the country. Spin Master Toys itself was a surprise hit brand. From the Aquadoodle to the Karate Studio, Slurpee Maker to the Bella DVD’s, Spin Master sold beyond expectation. It’s definitely a company to keep an eye on in 2006.

Zizzle’s Iz, touted as “the” electronic toy of the season by many top 10 lists, did well, but could not live up to the hype. As a manager at a tech-toy store in Seattle pointed out: “It’s doing well, but it’s more of a novelty than a trend. Izs are neither fish nor fowl, neither really big, nor really small — just … there.”

So what did the experts glean from the year that was? “The kids decide despite the best laid plans of mice and toy executives,” commented Brad Renfro, buyer for Wally Toys in New York City. “The latest generation of kids is more sophisticated about advertising. They make up their own minds.”

What follows is more information on the products mentioned in this article.