Collaborata partnered with market research firm ConsumerQuest for the second wave of The Kringle Reporta study that tracks kids’ holiday wish lists on an ongoing basis. According to the report, Hatchimals has pulled even with Barbie as the most-requested toy among girls, why LEGO toys dominate boys’ holiday wish lists.

Each of the seven waves of the study, to be conducted through spring next year, asks 5- to 11-year-olds to name the toys and games they most want for the holidays. To account for passion and intensity of demand, moms report the number of times their child has asked for each item on their wish list—called the “nudge factor.”

The study also measures awareness of new and promoted items at the SKU level, so that manufacturers can more precisely assess the impact that media plans and merchandising are having in breaking through the clutter.

The Kringle Report is being offered exclusively on Collaborata. Click here for more details.