Retailers toy with low prices to entice holiday shoppers

Santa’s bag likely will be holding a number of gifts under $10 this year. With consumers still uneasy about the economy, retailers who stock the right toys at sharp prices will have the merriest Christmas selling season.

In early September, Walmart announced that it was expanding its holiday $10 toy section to include more than 100 toys this year.

“Everyone is competing for the consumers’ dollar,” said Adrienne Citrin, a spokeswoman for the Toy Industry Association. “The No. 1 trend is price points.”

Citrin said board games that appeal across all age groups and can serve as gifts for the entire family will be popular. Walmart included a number of classic games on its list of $10 toys. Evergreen toys, such as building blocks and art supplies, as well as brands, are expected to perform well this holiday season. Hot Wheels, My Little Pony, Barbie, Transformers and Play-Doh were all on Walmart’s list.

Citrin expected JAKKS Pacific’s Girl Gourmet candy jewel factory also to be a top performer this season. “Cooking is a really hot trend, and the candy jewel factory is something that lets girls create and share,” she said.

“This year, JAKKS has created several exclusive versions for our drug customers,” said Genna Rosenberg, a spokeswoman for JAKKS. CVS will carry a Girl Gourmet sweets candy bead jewelry maker that retails for $7.99, while Walgreens will feature a Girl Gourmet cupcake maker at a lower retail price than the $19.99 price point found at other mass retailers.