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NRF President and CEO Matthew Shay
Washington, November 24, 2014 – Barbie had a good run as number one, but there is a new queen in town according to NRF’s latest Holiday Top Toys Survey. The survey found one in five parents (20%) this holiday season plan to buy Disney’s Frozen merchandise for the little girls in their life, beating out the top reigning Barbie (16.8%) for the first time in the survey’s 11-year history. LEGO toys are number one again for boys this year (14.2%).
“Parents will not have to go far to find good deals on the toys their children have put at the top of their lists,” said NRF President and CEO Matthew Shay. “Retailers have spent weeks preparing for the holiday rush to make sure that the season’s hottest toys are both easy to find in stores and online, and competitively priced.”
According to NRF’s 2014 holiday consumer survey, 42 percent of shoppers plan to buy toys as gifts this holiday season. For girls, dolls hold the top spots at two (Barbie), three (generic), four (Monster High Dolls) and five (American Girl), while boys have made it clear they still want cars and trucks (#2).
Boys and girls alike have requested tablets/Apple iPads from mom and dad this holiday season (girls #7 and boys #10). Other familiar items will be awaiting children, including My Little Pony (#8 for girls) and Hot Wheels and Xbox One (#5 and #6 for boys.)
“Barbie has been the top girls’ toy for over a decade, but it is no surprise that Disney’s Frozen has taken the top seat as children have had it on the mind as far back as Halloween,” said Prosper’s Consumer Insights Director Pam Goodfellow.
2014 Top Toys for Boys
- Cars & Trucks
- Teenage Mutant Ninja Turtles
- Video Games
- Hot Wheels
- Xbox One
- PlayStation 4
- Remote Controlled Vehicles
- Marvel Action Figures (T)/Tablet/Apple iPad(T)
2014 Top Toys for Girls
- Disney Frozen
- Dolls (generic)
- Monster High Dolls
- American Girl
- Tablet/Apple iPad
- My Little Pony
- Disney Doc McStuffins
About the Survey
The NRF 2014 Holiday Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey polled 6,593 consumers and was conducted for NRF by Prosper Insights & Analytics November 3-10, 2014. The consumer poll has a margin of error of plus or minus 1.2 percentage points.
Prosper Insights and Analytics delivers executives timely, consumer-centric insights from multiple sources. As a comprehensive resource of information, Prosper represents the voice of the consumer and provides knowledge to marketers regarding consumer views on the economy, personal finance, retail, lifestyle, media and domestic and world issues. www.ProsperDiscovery.com
NRF is the world’s largest retail trade association, representing discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and Internet retailers from the United States and more than 45 countries. Retail is the nation’s largest private sector employer, supporting one in four U.S. jobs — 42 million working Americans. Contributing $2.6 trillion to annual GDP, retail is a daily barometer for the nation’s economy. NRF’s This is Retail campaign highlights the industry’s opportunities for life-long careers, how retailers strengthen communities, and the critical role that retail plays in driving innovation. nrf.com