Zhu Zhu pets and accessories, Elmo Tickle Hands, and "Glam" Fashionista Barbie
Sure, Elmo Tickle Hands has its fans. (For anyone who has been living in a tree, those are hands-only version of the famous Sesame Street character that boast his signature laugh and a dance all their own.) And little girls love the "runway-inspired" Fashionista Barbie so much, it's been predicted she'll sell out long before Christmas Eve.
Yet this year's real toy story—the one thousands of parents are already scouring eBay for—is a wind-up hamster. Zhu Zhu Pets, battery-powered hamsters appropriate for ages three and up, along with their accessories, including toys, homes and clothing, are this season's hottest commodity. Saint Louis-based Cepia LLC, the maker of Zhu Zhu Pets, originally forecast $20 million in critter sales for 2009. Now, it's assumed that sales will reach at least $70 million by the end of the year. Why are these seemingly arbitrary playthings most-wanted? "It happens to be a case of a toy that hasn't been done before," says Jim Silver, who predicted a list of most-wanted toys for 2009 for TimetoPlaymag.com, a top review site for toys and video games. While one Zhu Zhu retails for $8, a complete 24-piece "city," which includes blankets, tunnels and houses for the pets, retails for around $600 and is currently available on eBay for a similar price.
Of course, the shortage of Zhu Zhus has a lot to do with the challenging economy: In anticipation of another tough holiday season, retailers didn't buy as much stock as they normally would. For example, toy maker Mattel's inventory is down 19 percent from the same period last year. A lot less supply paired with a good deal of demand typically equals a frenzy. Even as early as last week, scarce items like Zhu Zhu Pets were among the most-searched toys on eBay. (See our top ten toy searches below.)
Other top toys, says Silver, include the aforementioned Fashionista Barbie and Mindflex (approximately $150), a headset that claims it can make a ball levitate by utilizing the power of the player's brainwaves. EyeClops Night Vision Goggles (approximately $90, at left), Girl Gourmet Sweets Candy Jewel Factory Oven (a modern interpretation of the Easy Bake Oven that churns out edible jewelry, approximately $25) and Crayola Crayon Town, three dimensional sets that let kids use crayons for construction and coloring three dimensional sets (approximately $12-$20) should also attract crowds.
What won't be selling out anytime soon? According to Panjiva, a company that tracks shipments from other countries into the U.S., Bratz and anything to do with High School Musical or Hannah Montana have fallen out of favor. High School Musical product shipments are down 95% from last year, while Bratz and Hannah Montana have decreased by 90%.
Top Ten Toy Searches On eBay
(for the month of October, 2009)
1. "gi joe"
From the G.I. Joe U.S.S. Flagg (at left, buy it now price, $15,000) to a Cobra officer figure circa 1982 (starting bid, $4.99), vintage G.I. Joe pieces are hot property.
2. "mccoy"
No, not the Star Trek character. American figure manufacturer McCoy Toys creates cult items like the Super Armored Fighting Suit, currently available on eBay for a buy it now price of $1,240.
3. "zhu zhu pets"
It wasn't until August of this year that Zhu Zhu Pets gained traction. The company predicted 2009 sales of $20 million. Instead, the hamsters are likely to bring in $70 million by the end of the year. While they retail for $8, a complete Zhu Zhu "city" boasts a buy it now price of $599.99.
4. "power rangers"
These colorful crime fighters may not be as popular as they were 15 years ago, but their multiple incarnations mean plenty of loot for devoted fans. While a Mighty Morphin Power Ranger green ranger costume might be pricey at $799, most of the action figures and sets range from a few dollars to $450.
5. "thomas the train"
Top Thomas the Tank Engine products include the 800-piece wooden train set (buy it now price, $2,299.99) and the more accessible Toby the Tram Engine (buy it now price, $8.95).
6. "majorette"
This French toy manufacturer is known for its unique die-cast collectible cars, including a 244 Volkswagen Microbus police patrol car from the 1970s (buy it now price, $74.99) and a Maserati SM rare issue (starting bid, $129.99).
7. "cox"
From another collectible toy car maker, Cox's Thimble Drome Prop Rod (buy it now price, $215) and its red dune buggy (buy it now price, $385).
8. "bakugan"
Bakugan Battle Brawlers—the game—is a spawn of the anime television series of the same name. Players collect "bakugans"—or small spheres holding an action figure inside—to play the game. A complete, 16-piece starter set is available at the buy it now price of $252 http://bit.ly/4j9HGr, while a New Vestroia Bronze Attack will set you back $75.
9. "transformers" http://bit.ly/1I9bPI
There's currently a Transformers collection—with thousands of pieces—available for $135,000; it's so large that the seller had to rent an apartment to store the goods.
10. "hot wheels corvette"
Collectible cars are as in-demand as ever, at least according to this list. With Hot Wheels corvettes available at all price points, bidders can find everything from a Hot Wheels Redline 1968 Custom Corvette Light (buy it now price, $399.99) to a 2005 Hotwheels '58 Corvette Treasure Hunt (buy it now price, $9.99.)
Lauren Sherman is a fashion and culture writer based in Brooklyn. She spent the last four years on staff at Forbes.
