Monday, Dec. 19, 1994
These You Can Get on Dec. 24.
Sure, some parents are lining up at dawn to buy those scarce white Mighty Morphin Power Rangers and Golden Jubilee Barbies, but you can find lots of presents without any hassle at all. In the toy industry, these are known fondly as "stiffs." Some examples:
G.I. Joe
"Joe's been down all year," says an industry watcher. The Power Rangers have handed the veteran infantryman an unconditional defeat. All non-Power Ranger action figures have done badly -- "They're pretty much duds," says an analyst -- though Hasbro's Batman bucks the trend.
Barney
"Dead for sure," one insider put it. The dinosaur everyone loves to hate was a "one-year phenom" that ran headlong into extinction this season, thanks to overlicensing (the Purple One's image appeared on every product you can think of), a very narrow demographic base and "parental revolt."
Video Games
"A glaring example -- they are absolutely not doing well," says a Wall Street merchandising analyst; another analyst cites "a whole lot of disappointing launches." One exception: Nintendo's new Donkey Kong Country game.
Jurassic Park
Last year's shiny silver dollar has become this season's lump of coal. The toy craze inspired by the Steven Spielberg movie has run its course, analysts say. "It was a promotional product line and, like all of them, it had a limited lifespan."
Radio-Controlled Cars
The perennial boys' favorite is a loser this season, with market leader Tyco having "another really bad year," an expert says. Price cuts -- currently as deep as 30% -- may help move the product.