隨著假日購物的開始，玩具的年度銷售額大幅下滑

隨著假日購物的開始，玩具的年度銷售額大幅下滑

The holiday toy season just kicked off — and manufacturers already look pooped.

假日玩具季剛剛開始——制造商們看起來已經(jīng)疲憊不堪。

Big toymakers like Mattel and Hasbro have failed to launch any new, blockbuster toys this year, analysts say. That, in turn, has left toy franchises that are already a year old or more to pick up the slack.

分析師表示，美泰(Mattel)和孩之寶(Hasbro)等大型玩具制造商今年未能推出任何新的重磅玩具。這反過來又讓已經(jīng)經(jīng)營了一年或更久的玩具專營權(quán)來收拾殘局。

Amid the shopping frenzy on Black Friday, top-selling toys smacked of stuff that was almost, but not quite new: licensed dolls, for example, from Disney’s “Frozen 2” — the sequel to a movie that debuted in 2013, according to Adobe Analytics.

在“黑色星期五”的購物狂潮中，最暢銷的玩具帶著一種幾乎不新鮮的味道:比如迪士尼的《冰雪奇緣2》(Frozen 2, 2013年上映的一部電影的續(xù)集)授權(quán)的玩偶。

Other winners included O.M.G. dolls — updated, larger versions of MGA Entertainment’s L.O.L. Surprise! dolls, which first appeared three years ago; and Spin Master Entertainment’s Paw Patrol animated series, which also first launched in 2013.

其他的獲獎?wù)甙∣.M.G.的玩偶——更新的，更大版本的MGA娛樂公司的L.O.L.驚喜!三年前首次出現(xiàn)的娃娃;Spin Master Entertainment的《Paw Patrol》動畫系列也于2013年首次推出。

This year to date, the lack of new stuff has hurt business. Toy sales are already down more than expected — 5.5 percent through the first nine months of the year, according to BMO Capital Markets.

今年到目前為止，新產(chǎn)品的缺乏損害了商業(yè)。BMO Capital Markets的數(shù)據(jù)顯示，玩具銷售額的下降幅度已經(jīng)超過預(yù)期，今年前9個月下降了5.5%。

“There’s no breakout hot product to drive traffic to stores or online,” wrote BMO analyst Gerrick Johnson. Even after the holiday surge, he expects toy sales to be down 2 percent this year.

BMO分析師杰里克•約翰遜寫道:“目前還沒有突破性的熱門產(chǎn)品來拉動商店或網(wǎng)上的客流量。”他預(yù)計，即使在假期銷售激增之后，今年的玩具銷售額也會下降2%。

It didn’t help that Disney — whose “Baby Yoda” has created a social-media frenzy since the creature appeared in its new “Mandalorian” Star Wars series — has failed to produce any action figures or plush toys based on the cuddly, new character.

自從“尤達(dá)寶寶”出現(xiàn)在新版《曼達(dá)洛星球大戰(zhàn)》(Mandalorian Star Wars)系列中以來，迪士尼就在社交媒體上掀起了一陣狂潮。

A few of this year’s top toys are indeed new, according to Johnson, such as Yulu’s Pop Pops Snotz — pop-able slime bubbles that are frequently paired with colorful, plastic hammers. Likewise, he lists Jakks Pacific’s new X-Power Dozer, a motorized truck, as the fifth most popular toy this year.

約翰遜表示，今年的幾款頂級玩具的確是新產(chǎn)品，比如祖魯?shù)腜op Pops Snotz - Pop -able slime bubbles，它經(jīng)常與五顏六色的塑料錘搭配在一起。同樣，他還把杰克太平洋公司(Jakks Pacific)的新款X-Power推土機——一輛機動卡車——列為今年第五大最受歡迎的玩具。