A woman looks at toys at a Toys “R” Us store in Guelph, Ont. in this undated handout photo. While holiday spending is expected to be muted this year overall, toy retailers like Toys “R” Us are expecting strong sales as parents aim to give kids a “normal” holiday. THE CANADIAN PRESS/HO, Toys “R” Us *MANDATORY CREDIT*

A woman looks at toys at a Toys “R” Us store in Guelph, Ont. in this undated handout photo. While holiday spending is expected to be muted this year overall, toy retailers like Toys “R” Us are expecting strong sales as parents aim to give kids a “normal” holiday. THE CANADIAN PRESS/HO, Toys “R” Us *MANDATORY CREDIT*

‘Flying off the shelves’: Toys likely bright spot amid muted holiday retail season

Retailers say some inventory is already thin as people shop earlier than normal

In a year plagued by a deadly virus, closures and cancellations, parents are eager to give their kids a Christmas like, well, every other.

Overall holiday spending is expected to be muted as the second wave of COVID-19 worsens, causing ongoing economic uncertainty and tighter travel and gathering restrictions. One report from Deloitte Canada says holiday spending is expected to fall 18 per cent, with one in three Canadians planning to spend less.

But retail analysts say the lack of normalcy in 2020 may a driver for strong toy sales. Much of the drop is tied to lower spending on travel, dining out and entertaining, and experts suggest parents will forgo gifts for each other or make other sacrifices to put toys under the tree.

“People will want to do something to keep it as close to normal as possible, especially if you’ve got kids,” says Tim Sanderson, executive vice-president and national lead for retail with JLL Canada

In fact, the toy category has proven resilient throughout the pandemic so far.

Since lockdowns last spring, parents have scooped up “boredom busters” like puzzles, Lego, arts and crafts supplies, board games and outdoor activities.

Now retailers are expecting that trend to hold up during the biggest gift giving season of the year.

“With all kids’ events, camps and schools closing, parents have really tried to compensate to make sure that their kids are having fun or entertained or distracted,” says Gail Banack, chief kids officer for Indigo Books & Music Inc.

“We’re continuing to see that trend going into the holidays.”

With strong toy sales expected, retailers have rolled out sales early to keep shopping safe and physically distanced. Black Friday deals have been extended over the month, for example, to spread out shoppers and avoid long queues.

They’ve also released hot toys lists and tips ahead of schedule, and are encouraging parents to shop early to avoid disappointment.

The messaging appears to be working. While there are fewer customers shopping in stores, there are also fewer people just browsing or “shopping around.”

“There has been a decline in traffic in our stores, but we’re seeing that offset by the average transaction value going up with larger basket sizes,” says Sarah Jordan, CEO of Mastermind Toys.

She says the toy store chain, which focuses on educational kids’ toys, has also seen meteoric growth in online sales and curbside pickup orders.

“Customers are crossing off their holiday shopping list earlier than ever before to avoid crowds and last-minute trips to the stores,” Jordan says. “The bigger ticket items are flying off the shelves.”

Indeed, the messaging from retailers and mail delivery services urging people to shop early is working – perhaps too well, for the procrastinators among us.

Retailers say some inventory is already thin as people shop earlier than normal.

Sean Williams, vice-president and chief merchant with Toys “R” Us Canada, says the toy industry has been good at avoiding the Tickle Me Elmo toy shortages of years past – a plush children’s toy that sparked a holiday shopping frenzy in 1996 after it sold out.

But he says the pandemic is not something the industry could have prepared for.

“There’s been an insatiable demand on the consumer side for toys throughout the pandemic,” Williams says.

He says early holiday sales numbers are “far exceeding our expectations.”

“There are some items that are going to disappear and be much tougher for people to find for the big day.”

With that in mind, executives from three of the country’s top toy retailers are naming the hottest holiday toys, giving some insight into what products could run low on inventory – or are already nearly sold out.

One of the most sought-after toys this season is a collaboration between plastic construction toy maker Lego and video game company Nintendo. Lego Super Mario Adventures lets users build real-life versions of the video game levels, like deserts and grasslands.

“It’s had a spectacular debut,” says Mastermind’s Jordan. “It is proving to be a popular item … if you want it, you should get it soon.

She adds: “If there is a hit toy of the season, that is certainly it.”

READ MORE: Canada Post urges holiday shoppers to buy gifts early amid surge in online shopping

The next hot toy is the Star Wars “The Child” Animatronic Edition – also known as Baby Yoda.

The Hasbro figure makes sound effects inspired by Disney Plus’s “The Mandalorian,” with a motorized head, ears and eyes.

“It just landed and it’s starting to fly off the shelf,” Williams with Toys “R” Us says.

Another hot item is expected to be Present Pets by Canadian toy company Spin Master.

The interactive pets unbox themselves, revealing one of two possible plush puppies programmed with more than a hundred sounds and actions.

“For parents that aren’t ready to buy a puppy, this is a great alternative,” says Banack with Indigo. “It’s really bringing together the innovation of the pet with this trend that we’ve been seeing for years about unboxing.”

Other hot sellers include Vtech’s Kidizoom Creator Cam, MGA Entertainment’s Na! Na! Na! Surprise Ultimate Surprise Rainbow Kitty and Spin Master’s Hatchimals Pixies Crystal Flyers toy.

But toy retailers say classic children’s gifts like games, puzzles and outdoor activities are also expected to post strong sales this holiday.

“That was something that really took off during COVID and has sustained itself,” Banack says.

She says many parents are trying to limit screen time for children, increasing the appeal of some of the more traditional gifts.

“I think one of the objectives of every parent going into the holidays is to get their kids off devices,” Banack says. “We believe books are always a great choice.”

Brett Bundale, The Canadian Press


Like us on Facebook and follow us on Twitter.

Want to support local journalism during the pandemic? Make a donation here.

coronavHolidaysRetail

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

LETTER: Nice to see traumas of war now recognized as disabilities

Langley man remembers Second World War and it impact on surviving soldiers

A rendering of the planned seniors housing apartment complex. (Langley Township/Special to the Langley Advance Times)
Langley Hospital Foundation plans seniors housing in Murrayville

The project will make 30 per cent of units affordable, if approved

Dr. Sheryl Reimer-Kirkham and Dr. Richard Sawatzky were inducted into an elite fellowship with the Canadian Academy of Nursing. (TWU/Special to Langley Advance Times)
Nursing profs inducted into national academy

Canadian Nurses Association honours the country’s most accomplished nursing leaders, two from TWU

Langley School District's board office. (Langley Advance Times files)
‘Sick Out’ aims to pressure schools over masks, class sizes

Parents from Langley and Surrey are worried about COVID safety in classrooms

An RCMP officer got more than bargained for when stopping a vehicle with a broken brake light. (Heather Colpitts/Langley Advance Times)
Langley RCMP puts the brakes on pair found with drugs, knife and cash

The passenger was wanted on a warrant, and the driver faces various changes.

B.C. Health Minister Adrian Dix and provincial health officer Dr. Bonnie Henry update the COVID-19 situation at the B.C. legislature, Nov. 23, 2020. (B.C. government)
B.C. sets another COVID-19 record with 887 new cases

Another 13 deaths, ties the highest three days ago

Arthur Topham has been sentenced to one month of house arrest and three years of probation after breaching the terms of his probation. Topham was convicted of promoting hate against Jewish people in 2015. (Photo submitted)
Quesnel man convicted for anti-Semitic website sentenced to house arrest for probation breach

Arthur Topham was convicted of breaching probation following his 2017 sentence for promoting hatred

The baby boy born to Gillian and Dave McIntosh of Abbotsford was released from hospital on Wednesday (Nov. 25) while Gillian continues to fight for her life after being diagnosed with COVID-19.
B.C. mom with COVID-19 still fighting for life while newborn baby now at home

Son was delivered Nov. 10 while Gillian McIntosh was in an induced coma

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Join Black Press Media and Do Some Good
Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

B.C. Premier John Horgan, a Star Trek fan, can’t resist a Vulcan salute as he takes the oath of office for a second term in Victoria, Nov. 26, 2020. (B.C. government)
Horgan names 20-member cabinet with same pandemic team

New faces in education, finance, economic recovery

A new ‘soft reporting’ room is opening inside the Ann Davis Transition Society offices on Dec. 1, 2020 which is thought to be the first of its kind in B.C. (Ann Davis Transitional Society/ Facebook)
New ‘trauma-informed’ reporting room opening next week in Chilliwack

It’s a space for reporting domestic violence, sexual assault, or gender-based violence to police

The corporate headquarters of Pfizer Canada are seen in Montreal, Monday, Nov. 9, 2020. The chief medical adviser at Health Canada says Pfizer’s COVID-19 vaccine could be approved in Canada next month. THE CANADIAN PRESS/Ryan Remiorz
Health Canada expects first COVID-19 vaccine to be approved next month

Canada has a purchase deal to buy at least 20 million doses of Pfizer’s vaccine,

A UBC study recommends an multi-government investment of $381 million to protect 102 species at risk in the Fraser River estuary. (Photo supplied by Yuri Choufour)
102 Fraser River estuary species at risk of extinction, researchers warn

UBC team develops $381-million strategy to combat crisis, boost economy

Most Read