No toy star, but hopefuls abound

The holidays are here, but the season lacks a star toy to boost sales.

"That happens pretty frequently," said Glen Hall, a St. Petersburg Target store manager. "A couple of years ago, we didn't have any huge toy until Rosie O'Donnell talked up Tickle Me Elmo Thanksgiving week. After that, we couldn't keep them in stock."

Media hype helps trigger runs on products, but it's not essential. Witness last year's big hit, the Razor scooter.

Toy sales dropped by $400-million to $29.4-billion last year or so far in 2001, according to NPD Group. And manufacturers are not flooding the market with as many new ones. That's in response to Toys "R" Us' promise to carry fewer items. The chain is trying to catch up with market leader Wal-Mart, which carries only the big sellers. Combined, Toys "R" Us and Wal-Mart sell 36 percent of all toys.

Nonetheless, industry observers this year have plenty of hot new product nominees:

-- Legos Bionicles made six of the 10 industry polls. Hasbro's Bob the Builder Electronic Scoop made four. Three Barbie doll products made the top 10 in at least one survey.

-- The Sept. 11 terrorist attacks have revived sales of GI Joe and Rescue Hero Action Figures such as Billy Blazes -- Last year's interactive toy hits Poo-Chi and Meow-Chi now have company with Tekno dinosaurs, parrots and turtles.

-- The big contest in licensed movie products pits Monsters Inc. against Harry Potter and the Sorcerer's Stone. Hasbro is master licensee for a stable of Monsters toys ranging from plush toys to action figures. It remains to be seen whether kids' interest will extend beyond Doritos Monster Colorzcorn chips that turn their tongues blue. With 42 percent of children 6 through 17 telling one research company they plan to see the first Harry Potter film, Mattel has high hopes for its Hogwarts Castle and Snape's Potion Lab.

-- Nintendo's $94 Game Boy Advance made three of the 10 survey lists. But other new video game consoles are being hyped for the holidays: Microsoft's $299 Xbox, Nintendo's $199 GameCube and Sony's $311 PlayStation 2.

-- Sharply lower prices on many consumer electronics products such as megapixel digital cameras and cell phones with Internet access are stimulating demand. DVD players now cost as little as $90. Consumer Reports' "best buy" DVD costs $160.

-- Mark Albright can be reached at albright@sptimes.com or (727) 893-8252.

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