TOY INDUSTRY releases its third retailing survey. It is found that, new items in market are launched less frequently. In fact, hot toy lists of various stores display us some familiar faces.

Names of acquaintance

When I receive the latest Hot Toys list for the 3rd quarter, I can hardly find new brand or new product. Most of bestsellers in department stores are familiar faces, which have been available for one or two quarters. Furthermore, it is concentrated in several items.

Honey Bee and Gyrotor of Silverlit dominate the lists of Beijing Xin Zhong Guo Kid's Store, Parkson, Shanghai The First Yaohan, Shanghai Orient Shopping Centre, Nanjing Xinjiekou Department Store and Intime Department Store. Yoyo of Auldey keeps ahead among others in Shanghai The First Yaohan, Shanghai Orient Shopping Centre, Guangzhou Friendship Store, Zhongshan Yihua Department Store and Weixiaotang Shopping Mall.

Since new items are released slowly, certain attractive one might appeal to several department stores at the same time. As one of the heat animation series in 2007, Barbie As The Island Princess brings in related series in Beijing Xin Zhong Guo Kid's Store, Shanghai The First Yaohan and TVS.6 Kai Xin Guo Toy City, where the lines enjoy good feedback. Additionally, Bandai’s new products of Ultraman launched in July also become main force in various stores.

Mr. Zhong who is the director for a toy store in Guangzhou holds that, 3C system on toys has been actualized since this June, accompanied by recent high-profile recall in US, China then reinforces supervision on toy quality and safety. All these busy toy makers rectifying discipline and standardizing production. That’s why cycle of new launching lags, when market meets temporary shortage.

Like Mid-Autumn Festival, department stores and supermarkets do not give strong promotion on electrical lanterns. “Most of these products have no 3C label. Even though it will bring great profit, no on dare to touch the ‘red line’”, Zhong sighs.

Transformable fever

This year is considered a year of “transformable”. Exactly. Intrigued by Transformers movie, the appeal continues from last quarter to now. Department stores are regretted that there is always no enough stock. Zhao Xiaozhou, shop keeper of Guangzhou-basedTVS.6 Kai Xin Guo Toy City tells TOY INDUSTRY that, owing to the heat, Transformers models that once were overstocked are now sold out.

Benefit from the concept of “transformable”, Keybots from Lindo, Ultraman from Bandai are also attractive to consumers. Particularly the former. Somewhat different with traditional transformable toys, Keybots can be divided into assembled, disassembled and construction, providing greater playing value. Moreover, it is sold in a reasonable price. With a great number of fans, Keybots rank high in Hot List of Parkson, Shanghai The First Yaohan, Shanghai Orient Shopping Centre, Guangzhou Friendship Store, Nanjing Xinjiekou Department Store and Dongguan Toys WPN.