And some toys are already starting to get scarce, Jim Silver, toy analyst and CEO of TTPM, an online toy review site, said.
“There’s concern that if you shop later, you’ll run into trouble,” Silver said.
He added that demand for L.O.L. Surprise toys, collectible dolls and accessories hidden in layers of plastics inside a dome-shaped case, is already high.
MGA Entertainment’s ability to produce new iterations of the toy every few months, including new dolls and new ways to unwrap its contents, has kept L.O.L Surprise fresh and increased its appeal.
In fact, more than 148,000 L.O.L. Surprise toys were sold on eBay between the months of March and September this year, Michael Mosser, eBay’s general manager of lifestyle and toys, told CNBC. Mosser said that kind of momentum was rare during “non-peak toy buying season.”
For comparison, two years ago, Hatchimals was the hottest holiday toy. However, after January, demand for the product tapered off and didn’t begin to rise again until the next holiday season, he said.
In addition, from July to November, there has been a 70 percent increase in searches for L.O.L. Surprise on eBay.
Collectibles remain one of the strongest drivers of growth in the toy industry. In 2017, sales of collectibles worldwide grew 14 percent to $3.9 billion, according to NPD. In total, collectibles accounted for about 8 percent of total industry sales last year.
“While existing toy retailers have been proactive in dedicating more shelf space and increasing the number of toys they carry both online and in stores, having the right inventory at the end will be equally important,” Juli Lennett, senior vice president and industry advisor at The NPD Group, said earlier this month. “Ensuring they have a diverse selection of toys, especially toys with high velocity sales in September, is a great way for retailers to maximize sales through the end of the year.”
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