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By Rodrigo Santos Andrade
Some popular toys, especially Star Wars items and electronic games, are already sold out or running low in stores, which is expected to disappoint many children for Christmas 1978. The scarcity is attributed to early shopping, high demand, and initial shipping shortages or manufacturer allocation limits.
The electronic toy boom in 1979 fueled by hit products like Simon, which has become so successful that it is nearly impossible to buy before Christmas, leading to a rival imitator product called Copycat. The popularity of these games—which appeal to both adults and children—suggests the electronic toy market has endless possibilities, despite the high demand for batteries.
Despite the availability of advanced, conversational, and programmable toys, parents are slowing their purchases in 1980 due to outrageous price increases (e.g., $39 to $50), forcing retailers to discount these items. Shoppers are instead favoring traditional, lower-cost items like dolls and board games, but are still investing in electronic learning and memory games, and popular video game consoles that hook up to the TV.
This Christmas 1978 report showcases unique toys, including a strange, Hulk-like item called the Crusher and a realistic feeding baby doll whose lips move and whose food passes through her body. While these peculiar items appeal to those seeking something extraordinary and unusual, the store manager notes they do not sell as well as more traditional toys like Barbie.
The hottest Christmas sellers for 1982 are computer video games, which are significantly improved, offer an arcade-like experience at home, and range in price from about $140 to $220. Despite their expense, video games are replacing traditional toys and are seen as popular for improving coordination, while other favorite items include the Masters of the Universe action figures and the popular Strawberry Shortcake doll.
Parents often face a frustrating shopping experience in 1983 but can find success by comparison shopping and consulting "Funologists" like Dave DeMille from Kenner Toys, who helps them understand new trends like Jabba the Hutt. DeMille advises parents to research their children’s interests to improve communication and notes that many children, when given a choice, prefer toys that encourage imagination rather than relying on batteries, such as expensive radio-controlled vehicles or puppets.
In a shift from previous years, video games are now out of style and hard to find in Phoenix toy stores, as retailers expect traditional toys like G.I. Joe, dolls, and trucks to sell better for Christmas 1984. The hottest and likely hardest-to-find items are expected to be the popular Masters of the Universe figures, Cabbage Patch Dolls, and the fast-selling line of transforming robots and watches.
Beyond the excitement of robots and remote-control toys, cuddly bears like the Care Bears (each with a unique personality) and plush friends created by the Cabbage Patch Kids designer are predicted to be major hits in 1985 and hard to keep in stock. Shoppers seeking the year’s top sellers—including the returning Cabbage Patch Kids, new Transformers figures, and the highly popular Masters of the Universe toys—are advised to start shopping early due to high demand.
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