Which Diversions Are Doing Best? What

Is Selling at Toy Retailers

Toys that stimulate the senses and engage children’s curiosity and creativity are the biggest sellers at Whistle Stop Hobby and Toy, Inc., in St. Clair Shores, Mich. “I think the sensory toy phenomenon started with slime,” said Julie Everitt, co-owner of Whistle Stop. “From basic slime, they started adding different materials to it. Kids would squish it and say, ‘It’s just so satisfying!’ I think evolving popularity with toys will continue within the sensory realm. Toy stores will come out with new and different ideas. The educational toys [sell well]—they are sensory and ‘satisfying’—they’re good for you. They help stimulate the brain and become stronger in other areas. Parents like sensory toys—they’re fun, with a purpose.”

Pop Fidgets—best described as “silicon bubble wrap” whose “bubbles” can be pushed through the material from one side to the other and come in a wide variety of shapes and colors—are undoubtedly the most popular toy right now, according to retailers. “They’ve been holding on since last year. They’re evolving and coming out with new styles. We had fidget spinners, now we have Pop Fidgets,” Everitt said. “That’s the hardest part about owning a toy store—it’s hard to predict the big toy of the year. You’ll get the big toy of the year, and it will go away just as quickly.” She pointed out children remain their focus group and are pretty clear when a toy is hot and when it’s not.

Besides sensory items, toys the whole family can enjoy—games, puzzles, craft kits, and building sets—have seen a huge surge in popularity over the past year and a half. “Our customers like a wide variety of products depending on the season. In a typical sale there may be some jewelry, a baby toy, craft kit, puzzle or game, and of course, fidgets,” said Christopher Springer , manager of Allison Wonderland in Lake Geneva, Wis., with a second location in Burlington, Wis. Speaking of trends, Springer said, “The fidget trend has cemented an interesting category that seems to satiate the desires of kids who are looking for stimulation—specifically, outside of content that uses just a screen. We view trends as a ‘cherry on top’ and focus on the long-term. As some trends come and go, we want to make sure we stay relevant.”

Timeless and engaging toys will always have their place. Jan Chadwick , manager of The Growing Tree Toy Shop in Kennett Square, Pa., named BathBlocks as one of their current best-sellers. “They’re basically toys to play with in the bathtub that come in different shapes—airplanes and helicopters, also princess castles. We get a lot of grandparents who come

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