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The interactive plush Labradoodle puppy, with a smart collar and a “magic cauldron” that lets kids make furry pets from a variety of materials, is among this season’s most sought-after toys due to global supply chain shortages.
Cases of Adrienne Appell, senior vice president of marketing and communications for the nonprofit Toy Association, Moji the Lovable Labradoodle and Magic Mixies Magical Misting Cauldron are waiting at ports for delivery amid a national shortage of truck drivers.
“It’s a perfect storm,” Ms. Appell told the Washington Times. “We advise consumers to shop as early as possible to avoid supply chain problems.”
Skyrocket’s Moji is a lifelike puppy with a clever collar that responds to voice commands stored in cards and allows him to perform tricks like jumping rope. It’s listed as “out of stock” on retail giant Target’s website, with a suggested retail price of $99.99 for ages 4 and up.
“This is pretty hard to find in stores,” said Ms. Appell. “I have one at home and my kids love it.”
He said the toy boiler, which has a suggested retail price of $69.99, was also understaffed.
Both toys are among the 114 finalists for the Toy Association’s 2022 “Toy of the Year Awards”, where consumers can vote online until January 4 for the best toys in 16 different categories and the best toy overall.
The winners will be announced February 18 in Hasbro’s annual competition, which last year won the Star Wars: The Child Animatronic Edition Toy, more popularly the “Baby Yoda” doll.
Other finalists this year include Mattel’s Jurassic World Ocean Protector Mosasaurus, Crayola Light-Up activity board, Super Mario Deluxe Bowser Ship Playset, Bill Nye’s Space Lab and a VW camping bus.
Industry experts say parents are more likely to find these toys than a Moji or a misting cauldron.
Toy swimmers are already selling the Moji for up to $144 through resale websites, and Amazon’s earliest delivery date for the robot puppy is well after New Year’s Day.
Nelo Lucich, CEO of Skyrocket Toys, a California-based company that specializes in tech entertainment, said toy swimmers use “gray market bots” to automatically buy stock as soon as items appear online and then sell them at higher prices.
“Skinners with boots get them before parents,” Lucich told The Times, adding that Skyrocket’s Moji has been “out of stock at most retailers since week three.”
Designed in California, the Moji was assembled in Hong Kong and shipped back to US retailers; it’s a time-consuming process that has helped make it perhaps the rarest hot toy of the year.
“We sold every piece we could make and ship to the US, so it’s sold out pretty much everywhere,” said Mr Lucich, co-founder of Skyrocket in 2010.
Meanwhile, the maker of the Magic Mixies Magical Misting Cauldron says more inventory supplies are scheduled to arrive at US retailers this week.
“Additional stock will flow in the next one to two weeks,” Belinda Gruebner, marketing manager for Australia-based Moose Toys, said in an email. “So if shoppers haven’t found Magic Mixies yet, they should check out often online and in-store at their favorite national retailer.”
The Magic Mixies Magical Cauldron was the third best-selling product in the overall toy industry for October, according to market research firm The NPD Group.
Ms. Appell of the Toy Association, citing her experience with her 6-year-old son and 8-year-old daughter, says parents shouldn’t stress too much about buying the hottest toy for their child.
“The hottest toy is always the one your child will play with,” she said. “For me it was Cabbage Patch dolls in the 1980s, but it varies by age and child.”
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