Toying around: Old favorites are expected to lead sales this holiday season

Pauline Bell and Alison Calkins

Monday, Nov. 25, 1996 | 11:59 a.m.

Old standards like Barbie, "Toy Story" and "Star Wars" are hot in this year's lineup of popular Christmas toys.

Parents and toy industry analysts say that's because there are no "gotta-have" blockbusters to match Cabbage Patch dolls or Mighty Morphin Power Rangers this year.

However, there are some new toys to die for, particularly those based on the Warner Bros. "Space Jam" movie starring Chicago Bulls star Michael Jordan, Bugs Bunny and a gym jammed with animated teammates.

But at least one toy retailer is cool in the "Space Jam" toys.

" 'Space Jam' stuff -- we don't see it as being as hot as some other people do," said Tom Alfonsi, vice president and divisional merchandising manager for Kaybee Toys, which has two stores in Las Vegas. He declined to elaborate.

But licensees like Playmates Toys Holdings, which will sell "Space Jam" action figures, plush toymaker Play by Play Toys & Novelties Inc. and Tiger Electronics, which has a hand-held game, are expecting big sales.

"The whole industry has underestimated how strong this thing can be," said Neil Wasserman, vice president of the retail division at Play by Play.

Alfonsi said Tyco Toys Inc.'s Tickle Me Elmo, a stuffed "Sesame Street" character, is expected to be a hot item this season. "When you rub his belly, he laughs and giggles and shakes," Alfonsi said.

The beanbag animals called Beanie Babys from Ty Inc., are expected to be hits as well, despite little hype but much word-of-mouth advertising. The 99 brightly colored, floppy beanbag animals have quietly become a must-have item.

Perhaps it's because of their price -- they retail for under $10 and sell for $5 in many stores. "We don't foresee those to slow down at all this year," said Sharon Tuttle, manager of Animal Crackers at The Forum Shops at Caesars.

Like the Cabbage Patch dolls, the Beanie Babys have a date of birth that personalizes the babies. "Kids love them -- they have cuddly fun bodies that are weighted and opposable," Tuttle said.

"And, Barbies are always hot," she added. Holiday Barbie is so popular this year that several Southern Nevada Target stores say they're sold out.

"They're only allowing so many per store," explained Roy Sipes, manager of the toy department at the store on Sunset Road at Stephanie Street.

The Toy Manufacturers Association of America also expects strong sales of the Twirling Ballerina Barbie, the "Star Trek" Barbie and her sidekick, Ken. Sales of the perennial favorite already are up about 25 percent so far this year, industry analysts said.

"Barbie is having an incredible year," said Sean McGowan, a toy industry analyst at Gerard Klauer Mattison.

Anything to do with the movie "Toy Story" and the re-release next year of "Star Wars" is selling well at area Target stores, according to Sipes.

Many of the "Toy Story" toys weren't on the market when the computer-animated movie came out last year, but industry analysts expect the release of the videocassette version to generate sales.

Some analysts think the toy industry will have to wait until "Star Wars" is re-released next year to start reaping the benefits.

" 'Star Wars' is the mother lode of all movie licenses and has already generated something like twice the sales of the next best movie," said McGowan. "I'd love to own a toy store in 1997."

Toy sales are expected to do well this year. "Sales are doing excellent," said Animal Crackers' Tuttle. "We're very pleased with the retail market this year -- it's very good."

Analysts say nostalgia is one of the factors that keep the old classics alive.

"The Baby Boomers are trying to relive their childhood," said Audrey Cuskey, a parent and professor of marketing at Duquesne University in Pittsburgh. "A lot of the toys they played with they're buying for their children to enjoy."

* SUN WIRE SERVICES contributed to this report.