Barbies are out, merchandise from Disney film Frozen is most definitely in.
This year children's wish lists were varied, but Frozen paraphernalia tops the 10 most sought after Christmas presents, released by Toyworld, and local stores can't get enough stock.
"The dolls just seem to be so scarce. I think when the
movie came out there was a lack of merchandise and people have been hanging out for it," said Hastings Onward Cycles and Toys owner Hugh Ross, who has been in the business for 38 years.
There had been a similar rush in Napier with all manner of Frozen items flying out the door, from puzzles to games, costumes, money boxes and much more, it's all in demand and it's mainly girls hoping to unwrap the Disney delights.
A smaller number of boys were drawn to the film, with Olaf the Snowman proving a draw card for them.
"Anything you put the Frozen name on goes nuts, it's quite a phenomenon," Napier Toyworld owner David Copestake said.
"There's a lot more available now, there's something at every price."
Nerf outdoor fun guns and foam darts came second in the line-up and had been best sellers for a number of years, as were Lego toys and movie merchandise which appealed to both boys and girls.
Mr Ross said the longevity of Lego came down to clever marketing which saw the brand update 30 per cent of their product every year. While it kept things fresh it also meant people should snap up the designs they wanted while they were still on shelves.
"It's number one across the board, they have done a fantastic job of keeping it interesting. There's something new all the time. They have a friends range now, aimed specifically at girls," he said.
Increasing option was perhaps the reason fewer parents were opting to buy the traditional Barbie, which has seen a steady decline in the past couple of years, Mr Ross added.
There was some nostalgia for parents as Thomas the Tank Engine and Sylvanian Families make an appearance in the top 10 alongside perennial favourites such as gym or swing sets and remote control helicopters.
"Radio control has had a bit of a resurgence, but the product is getting better all the time so you are getting much bigger bang for your buck," Mr Copestake said.
This year New Zealand's largest toy distributor Planet Fun, also released a list of the 15 most popular after gifts, with LeapFrog LeapBand proving the height of cool. It is an activity tracker made for kids which encourages active play and healthy habits with fun challenges similar to the adult equivalent, Fitbit. The difference is a reward scheme complete with customisable pet pal where children earn energy points, then unlock rewards.
Scooters are fast overtaking the bike as the best form of transport for children of all ages.
When it comes to buying Christmas toys there's no time like the present, as shops steadily begin to sell out of certain lines on a daily basis.
"There's already products sold out, others are very, very scarce and it's only going to get worse as we move through December," Mr Copestake said.
Toyworld top 10 Christmas gifts
1. Frozen merchandise and toys
2. Nerf brand outdoor fun guns and foam darts
3. Lego toys and movie merchandise
4. Playworld gym sets and swingsets
5. Thomas the Tank Engine
6. Sylvanian Families
7. Ride-on toys like bulldozers
8. Scooters
9. Remote control helicopters
10. LeapFrog educational toys
Planet Fun Top 15 Christmas gifts
1. LeapFrog LeapBand
2. Doc McStuffins Walk n'Talk Doc Mobile
3. Zoomer
4. Shopkins Small Mart
5. Dreamworks: Dragons MEGA Toothless
6. Teenage Mutant Ninja Turtles Deluxe Figures
7. Peppa Pig Tickle and Giggle Peppa
8. Large Hideaway Pets
9. Little Live Pets Bird Cage
10. Beados Quick Dry Design Station
11. Lalaloopsy Deluxe Girls
12. Little Tikes Pop'N'Walk Turtle
13. Air Hogs Rollercopter
14. Kinetic Sand
15. The Logo Board Game
