“Hot” toys get the buzz, but what’s selling are $10-and-under and classic toys, says toy wholesaler Jack Steinfeld

SAN ANTONIO, Texas – December 3, 2009 – Wholesale toy man Jack Steinfeld believes this year’s Christmas sales season will exceed expectations toy-wise, but he urges shoppers to look beyond the major chains and discount retailers where the emphasis will be on the “hot” toys.

“The big stores – Target, WalMart, Toys’R’Us – are concentrating their efforts on the highly advertised, most-hyped toys this year, to the detriment of the classic toys that children really want,” says Steinfeld. “The hot toys are often quite expensive and, as usual, will be hard to find. But what’s really selling this year are toys in the $10-and-under category, classic toys and stocking stuffers, and savvy Santas should look beyond the big-box retailers to find that special toy.”

Steinfeld’s wholesale toy operation, Esco Import Toys, specializes in serving the toy and novelty needs of independent toy stores, as well as a wide range of gift shops, specialty boutiques, airport sundry stores, museum shops, truck stops and more throughout the country. These operations concentrate their toy efforts on a broad array of unique toys, nostalgic toys, themed items, and often inexpensive toys and novelties – exactly the kind of things sure to be in higher demand this season.

“Most of the industry, myself included, is expecting a better Christmas than last year,” says Steinfeld.

Steinfeld exhibits at all of the major toy and novelty trade shows and is in constant contact with toy sellers nationwide, and he says the 2009 Christmas season is looking up toy-wise.

“With the economy in its present shape, items that sell for $10 or less are very popular this season,” notes Steinfeld. “And we’re seeing strong demand for the classics: Dinosaur toys, toy trucks, yo-yos, cap guns, horse figurines, toy trains, bouncy balls – these have been popular for decades with children and they still are.

“We’ve been in the wholesale toy business for more than 60 years, and I can tell you from experience that it’s the classics that sell year after year after year,” he observes.

By all accounts, the big “hot” toy items this holiday season include the Zhu Zhu Pets Hamsters, fake but real-looking rodents with sound and “personality,” as well as Barbie Fashion Fever Fashionista Dolls, which come in Glam, Cutie, Girly, Wild, Sassy and Artsy. The major retailers are pushing them with everything they have, but according to numerous news stories on the Internet severe shortages of both items have already been reported five weeks before the Big Day. Think Wii two years ago or Tickle Me Elmo a few years back.

Steinfeld notes that a preponderance of toy news around Christmas concentrates on the well-known major outlets, but he argues that their focus on all the “buzz” toys of the season sacrifices shelf space for the classic best-sellers and the unique toys desired by the ultimate toy consumers: children. The veteran toy man suggests looking for the toys and stocking stuffers at the smaller, independent toy stores, along with such non-traditional toy sources as museum shops and gift shops which specialize in theme toys and classics you won’t find at the major chains.

“At the smaller stores and gift shops you will find affordable toys that kids will actually play with for a long time after the big day,” says Steinfeld.

Esco Import Toys has been in the wholesale toy and novelty business since 1946, and carries hundreds of toys and novelties, including many value-priced toys. In addition to its independent toy store and specialty gift shop/boutique target audience, the firm also caters to the toy and novelty needs of school and church fundraisers, and in supplying doctor and dentist offices which specialize in treating children with their reward give-away toys.

For more information on Esco Import Toys visit www.escoimports.com, call toll-free 800-445-3836, or email Darlene@escoimports.com.

Media contact: Jeff Rundles, The Unleaded Group, Denver, jeff@unleadedgroup.com and 303-952-2565.

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