The NPD Group named the top 10 fastest-selling toys in September heading into the holiday season. Based on how fast the toys are flying off U.S. shelves, or velocity, NPD predicts that these toys will be harder to find toward the end of December. 

The list includes (in order): L.O.L. Surprise! Doll Assortment from MGA Entertainment; Fingerlings Monkey Assortment from WowWee; L.O.L. Surprise! Lil Sister Assortment from MGA Entertainment; Barbie Dream House Playset from Mattel; Hovertrax 2.0 from Razor; Hatchimals Pengualas Pink Egg Assortment from Spin Master; Hot Wheels Singles 1:64 Assortment from Mattel; L.O.L. Surprise! Big Surprise Ball from MGA Entertainment; Star Wars App Enabled R2-D2 from Sphero; and Star Wars E7 Black Series 6-inch Assortment from Hasbro.

While half the list includes new toys launched after October 2016, such as Fingerlings and three L.O.L. Surprise! items, other tried and true toys are also poised to sell well this holiday, including Hatchimals Pengualas and Hovertrax 2.0—both of which launched last year.

As more activity typically takes place within the higher price-points getting closer to the holiday season, overall it was lower-priced toys that drove year-to-date growth through September. While the industry grew its dollar sales by 3 percent in the first nine months of the year, unit sales grew by 4 percent. Sales of toys priced under $5 increased by 7 percent, and represented about one-third of the total toy industry dollar gains.

Despite running the risk of a sell-out situation, many consumers may still wait until the week before Christmas to shop, as they did last holiday season in anticipation for better bargains, according to NPD. This is especially likely this year because there is more time to wait. With Christmas falling on a Monday, there is a full weekend directly before it to shop.

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.