Finding Fun Beyond Games Trends

in Plush, Dolls and Action Figures at Toy Stores

Children need their own special friends for pretend play or to cuddle with at night. Toy retailers say plush, dolls, and action figures remain popular as ever.

“In plush, hands-down our best-sellers are Squishmallows,” said KC Olafsson , co-owner of Monkey Fish Toys in West Chester, Pa., with husband Mike. “They’ve become such a craze over the last two years, mainly because of social media and TikTok influencers. The products are very soft. Now that everyone is on the hunt for them, they continue to be a sales driver. Barbies continue to be a traditional sales item kids want. There are no stores near us with such a wide variety of Barbie dolls. Our store is really gaining ground as the place to go for Barbies. In action figures, a big seller is definitely Goo-Jit-Zu. They’ve gotten popular because of social media. They continue to diversify their collection—they’ve put out some hard to find and rare ones. The figures have sensory, fidget standpoints—they have a lot of textures. Kids like that. There’s versatility in the play— they’re action figures with sensory aspects.”

Fans drive the demand for certain toy categories, particularly action figures that can also be preserved as collectibles. Amber Jordan , owner of Kokomo Toys and Collectibles in Kokomo, Ind., said she doesn’t sell much plush—“those that tend to be most popular are usually Pokemon”—and she would classify her ‘dolls’ as 12inch figures. For that category, she says the Hot Toys brand is a top seller due to the assortment of their lines (“They do figures from lots of different movies, like Star Wars and Marvel,” she explained) and their highly detailed models. In action figures, Jordan said her best-sellers are “Star Wars, with Marvel right behind it. As far as popular characters, it’s probably Luke Skywalker from Star Wars. They’re popular because they’re really fan-driven. It’s just a matter of what relates most to those people who are interested. Luke Skywalker is an iconic hero who relates to a lot of people’s childhoods. Hot Toys—are really well-made, really good quality. [They’re the] best of the action figures you can buy. They are highly articulated. They often come with extra pieces; you can dress them differently. There are several options for posing and/or re-creating the movies.”

Tidepool Toys and Games, with locations in Bethany Beach and Fenwick Island, Del., have various best-sellers in these categories. In plush, it’s Douglas, Wild Republic, and Squishables, according to Buyer Lori Smyth , who co-owns Tidepool Toys and its sister store, Kids Ketch in Lewes, Del., with husband Sandy. Douglas is the top seller because “their many breeds of dogs and cats, as well as unique wildlife, are especially popular because of the realistic features and

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