Hasbro Has Upper Hand This Holiday Season, According To Amazon

Once again, Hasbro, Inc. HAS has proven itself king of traditional toymakers.

As of Tuesday, its Connect 4 was the third-best seller on Amazon.com, Inc. AMZN’s Holiday Toy List, while Mattel, Inc. MAT and JAKKS Pacific, Inc. JAKK didn’t even crack Top 20.

But based on Amazon’s sales, the real leaders in toy manufacturing — after elves, of course — are tech companies. A diverse slate of startups and consumer robotics firms present this year’s STEM-inspired playthings.

Top 10 Best Sellers

Here’s a brief look at the list’s best sellers and the companies behind them:

1. Elenco’s Snap Circuits Jr. SC-100 Electronics Discovery Kit

Electricians as young as 7 can snap a photo sensor, flashing light, siren and connectors together into more than 100 electrical projects on this tool-less circuit board.

2. Walt Disney Co DIS’s Moana Girls Adventure Outfit

This chart-topper in Amazon’s “preschool dress up and role play” category only comes in children sizes ...

3. Hasbro’s Connect 4

The classic grade-school strategy game boosted the list’s only publicly traded toymaker.

4. Czech Games’ Codenames

More advanced strategists are challenged to complete near-wordless missions with this team-based spy game.

5. Lego’s Ninjago Movie Green Ninja Mech Dragon Building Kit

With a big enough imagination, young role players can slay a mini build-it-yourself dragon with the mini tasseled sword and mini laser-style pointer of “The Lego Ninjago Movie” mini-figures.

6. Klutz And Lego’s Chain Reactions Craft Kit

Aspiring engineers can craft original Rube Goldberg machines with this building block set.

7. LeapFrog’s Shapes And Sharing Picnic Basket

And even earlier-stage architects can practice fine motor skills with this VTech stack-and-sort play pack.

8. Anki’s Cozmo

This personable, artificial-intelligence driven robot is controlled by a Code Lab enabling users to instruct routes and unlock upgrades.

9. LittleBits’ Star Wars Droid Inventor Kit

After manufacturing the Droid, complete with a proximity sensor, budding Elon Musks can program self-navigation and ponder the extraordinary concepts of autonomy.

10. ALEX Toys’ Little Hands Paper Bag Puppets

The Slinky-maker’s kit of paper bags, glue and stickers is going for $11.

Amazon’s list is frequently updated to reflect new purchases and consumer trends.

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