Video-gaming systems and anything music-related may emerge as bright spots in the holiday shopping season as worried parents steer clear of traditional toys in the wake of numerous high-profile toy recalls.
“No one is buying toys right now because of the recalls,” said Gerrick Johnson, a toy-industry analyst at BMO Capital Markets.
First, toys were recalled because of lead paint and dangerous magnets. Then, Aqua Dots — colored beads that were making their way to must-have status — were pulled because they were coated with a chemical that turned into the date-rape drug gamma hydroxy butyrate if swallowed.
“Whoever thought that there’d be a day when parents say, ‘Don’t play with your dangerous toys; go play with your video games’?” Johnson asked.
One of the must-have gifts shoppers are expected to seek out this year is the same as last year: the Nintendo Wii.
A year after its launch, the small ideo-game console sells out almost immediately when it reaches stores, even after Nintendo Co. has ramped up production several times.
The Wii responds to the user moving the wandlike wireless controller, while other consoles are controlled by a confusing array of buttons and joysticks. It also comes with an array of casual, nonviolent games that appeal to adults.
Pop-music-inspired toys are also expected to be popular this year. Toy-industry experts say “rock star”-themed toys inspired by TV hits “Hannah Montana” and “High School Musical 2” have been extremely popular.
“Hannah Montana singing dolls are one of the hottest items on the market,” said Jim Silver, editor in chief of Toy Wishes, a trade publication.
Walt Disney Co. owns two of the hottest franchises related to the phenomenon, the Disney Channel TV show “Hannah Montana,” which stars Miley Cyrus as a secret pop singer, and “High School Musical” and “High School Musical 2” — with plots revolving around teens putting on a musical.
“What Disney has done so brilliantly is leveraged teenage fascination with music and put it into properties that really appeal to a younger age demographic,” said Chris Byrne, a New York-based toy analyst.
Related products extend all the way to babies, via Fisher-Price’s Little Superstar Sing-Along Stage, said Bob Giampietro, senior vice president at Toys “R” Us.
Teens are targeted with the recently released video game “Guitar Hero III.”
