Kahn remarked on how competitive the category has become, with all kinds of retailers trying to cash in. “I think of it as a ‘defender’ category,” she said. “If you’re a family – and that’s the kind of customer a lot of retailers want – then you have to buy your kids’ toys somewhere. So you’re seeing toys showing up in interesting [places].” Even electronics purveyor Best Buy is offering toys this year, Kahn noted. “You go into the store to buy toys, and while you’re in there you are buying in other categories. I think that’s one of the reasons why it’s a really competitive area right now.”
Needull in a haystack 