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“3C” Toys Dominate the Christmas Shopping Season in North America

Source: Taiwantrade | Updated: 09 December 2010

The end of the year is the traditional Christmas shopping season in North America. Industry experts have predicted that the demand for purchasing will return this year and the toy sales will increase 2% compared to the same period in 2009. On the list of hot sales items of the 2010 Christmas shopping season released by Toys R Us, there are Zhu Zhu Pets which have been popular since 2009, the Squinkies mini-doll series of Blip Toys, and Sing-a-ma-jigs of Mattel Inc. among others. They are all of “3C” characteristics of “cute,” “cheap,” and “collectible.”

In terms of marketing strategy, all major toy sellers are utilizing Internet for exposure. For example, Mattel Inc. has been using YouTube widely instead of traditional print media to advertise the newest Sing-a-ma-jigs, which has made the toy “red hot” online. According to Mattel Inc., this marketing strategy has allowed the revenue of the second quarter of 2010 to grow drastically year-on-year by 13% to US$1.02 billion. The net profit is US$51.6 million.

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