One Shopping Day Til Easter

What does Shelby NOT have in common with Furby, Pokemon, Tickle Me Elmo and the Cabbage Patch Kids? Unlike those toys, which created frenzies of demand in Christmases past, Shelby is being released to create a frenzy of demand at Easter.

Tiger Electronics (Vernon Hills, Ill., a division of Hasbro, Inc.) introduced this latest version of interactive toys at most large toy retailers last month. Yesterday, Shelby hosted a “beach party” at FAO Schwarz's New York flagship store.

Previously, new toys were shown to buyers at various industry trade shows in February. Manufacturing didn't begin until late summer. The toys hit the stores in October, hoping to build the frenzy that would crest during the holiday shopping season. But in the midst of a shaky retail economy, and following a disappointing Christmas 2000, Tiger is hoping to get a several-months jump on the frenzy-building. Shelby was introduced to the industry last fall at a Hong Kong trade show; U.S. retailers began to see the models in private meetings in November 2000. Manufacturing began in December.

Easter has traditionally been toy retailers'third season, behind Christmas and Halloween. If the new Shelby cycle is successful, though, it might become viewed as a perfect time to introduce new products. The time of the year is right, it's tied to a holiday and there's already a tradition of shopping for children – even if that shopping had generally been confined to plush bunnies, egg-painting kits and chocolate eggs.

In the wake of Shelby, toy retailers such as K-B Toys and FAO Schwarz have reported increased store traffic in the three days before Easter. And other product manufacturers, such as Mattel and Nintendo, have indicated an interest in releasing new products during the spring.