Walmart's 2014 toy list reveals zest for creativity, a dash of nostalgia
BENTONVILLE, Ark. — Walmart's recently released 2014 Chosen by Kids Top 20 Toys List shows that although kids' preferences in toys are shifting, their hunger for imagination and creativity is unrelenting.
Walmart consulted hundreds of kids ages 18 months to 12 years and gave them access to some of the hottest new toys from suppliers — including Hasbro, Mattel, Spin Master and Zing. The results shows that kids are looking for toys that serve as an artistic outlet. The classic toys also are proving to be popular as toy makers overhaul retro toys to appeal to the kids of today.
“The kids surprised us this year with their changing tastes in toys, but we were ready to react to their feedback,” said Anne Marie Kehoe, VP of toys at Walmart U.S. “When we saw specific trends emerge, we worked closely with our toy suppliers to make sure we were stocking our toy shelves and eCommerce distribution centers with the items kids really want this holiday season. Parents can trust that we’ll be ready with these kid-approved toys at great prices all season long.”
The focus group of children unearthed the following toy trends:
Creativity
Kids are looking for toys that allow for more creativity. These toys represent one of the company's fastest-growing toy categories:
Spin Master Sew Cool Sewing Machine;
Moose Toys Beados Quick Dry Design Station; and
Maya Group Make Your Case Cell Phone Cover Kit.
Licensed toys
Licensed merchandise from popular mediums like Disney's "Frozen" and the television show "Doc McStuffins" were at the top of kids' minds. Walmart listened and added extra inventory to meet demand:
Jakks Snow Glow Elsa Doll;
Just Play Doc McStuffins Get Better Talking Mobile; and
Disney Palace Pets Magic Dance Pumpkin.
Ride-ons and scooters
These items were popular picks last holiday season and remained a strong purchase throughout the year. Walmart added this type of toy to the focus group for the first time and the following toy took the top spot:
Razor Crazy Cart Spinning Go Kart
Electronic toys
Kids were drawn to electronic toys that allowed for interactive play:
Spin Master Flutterbye Light Up Fairy;
Spin Master Zoomer Dino;
Leapfrog LeapTV;
Vtech Kidizoom Smartwatch;
Hasbro FurReal Friends Get Up and GoGo My Walkin’ Pup Pet; and
Spin Master Air Hogs Zero Gravity Laser Racer.
Throwback toys
Classic toys with a little something extra topped kids' list for the second year. Parents may recognize many of the brands and types of toys that popped up:
Mattel Hot Wheels Street Remote Control Flying Car;
Nerf N-Strike Elite Demolisher 2-in-1 Blaster;
Zing Airstorm Firetech Bow;
Vtech Go! Go! Smart Wheels Ultimate Amazement Park Playset;
Mattel Barbie Glam Camper;
Mattel Hot Wheels Track Builder Total Turbo Takeover; and
Fisher Price Little People Musical Preschool.
Beginning now and continuing throughout the holiday season, all of the top 20 toys will be covered under Walmart's Savings Catcher online receipt comparison feature. If a top local competitor offers a lower advertised price on those (or other eligible items,) customers will receive the difference on a Walmart eGift Card. For more information on Walmart's Top Toy List Chosen by Kids, visit Walmart.com/ChosenbyKids.