TORONTO – The overwhelming popularity of this season’s hottest toy, Hatchimals, has taken many by surprise – including its Toronto-based toymaker, Spin Master.
The furry, robotic bird-like toy animals that hatch from an egg when rubbed have been selling out at stores across North America, Europe and Japan since its launch on Oct. 7.
Some experts say this is a common risk that companies encounter when available stock can’t meet high demand, because perceived value – especially in toys – can be time-sensitive.
“These toys tend to be trends and fads. What’s hot this Christmas probably won’t be hot next summer,” says June Cotte, a consumer behaviour researcher and marketing professor at the Ivey Business School at Western University.