Consumer Products

Frozen dethrones Barbie as top most-wanted toy

For the first time in 11 years, Barbie has been dethroned as the top toy for girls in the National Retail Foundation's annual Holiday Top Toys consumer survey.
November 26, 2014

Move over Barbie—there’s a new queen of the toy aisle. The National Retail Foundation’s annual Holiday Top Toys list has found that one in five parents (20%) plans to buy Disney’s Frozen merch this holiday season, marking the first year that Barbie (16.8%) has not topped the girls toy list in its 11-year history.

Where Frozen ranked first for intended girl purchases, Lego was once again number one for boys (14.2%). According to NRF’s full 2014 Holiday Consumer Intentions and Actions survey, 42% of shoppers plan to buy toys as gifts this holiday season. On the tech front, tablets/Apple’s iPad made both girls’ and boys’ wishlists.

While Barbie has been the top girls toy for more than a decade, it’s not surprising that Frozen’s Elsa and Anna have edged out the Mattel doll. Major toycos like Jakks Pacific are seeing Frozen licensed goods boosting quarterly revenues, and Frozen-themed products are also contributing to a bump in licensed toy sales in Europe.

Read on for the top play products from NRF’s Holiday Top Toys list:

2014 Top Toys for Boys

Cars & Trucks (generic)
Teenage Mutant Ninja Turtles
Video Games
Hot Wheels
Xbox One
PlayStation 4
Remote Controlled Vehicles
Marvel Action Figures (T)/Tablet/Apple iPad(T)

2014 Top Toys for Girls

Disney Frozen
Dolls (generic)
Monster High Dolls
American Girl
Tablet/Apple iPad
My Little Pony
Disney Doc McStuffins

The Holiday Top Toys list is part of  the NRF’s 2014 Holiday Consumer Intentions and Actions Survey, which is designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey polled 6,593 consumers in the US and was conducted between November 3 and 10.

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