The NPD Group released the top 10 selling toys in January. Toys in the doll supercategory took the top five spots, with MGA Entertainment’s L.O.L. Surprise! Dolls, Pets, Lil’ Sisters, and Big Surprise Balls ranking No. 1 through 4.

These lists from NPD Toys, ranked by dollar sales, capture all widely distributed SKUs sold in the U.S. by retailers (including e-tailers). The lists do not include items that are exclusive to specific retailers. Data is representative of retailers that participate in The NPD Group’s Retail Tracking Service. NPD’s current estimate is that the Retail Tracking Service represents approximately 80 percent of the U.S. retail market for Toys.

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.

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