TheStreet's Brian Sozzi contributed to this report.
If Amazon.com's (AMZN - Get Report) estimations are correct, Hasbro (HAS - Get Report) has a clear edge over Mattel (MAT - Get Report) this holiday season when it comes to making the most sought-after toys.
Gearing up for Black Friday, Amazon released its 2016 Holiday Toy List on Wednesday morning, breaking kids' hit products down into categories including technology, STEM (science, technology, engineering and math), crafts and classic toys.
In its release of the list, "Amazon toy experts" highlighted the top three hottest kids' products that are expected to fly off the shelves this weekend, and all three are made by Hasbro.
In its guide to the hottest toys, Mattel's Barbie and Fisher-Price Think & Learn Code-a-Pillar are still noted for their popularity but Amazon said the top sellers are likely going to be Hasbro's Star Wars Force Tech Trooper, DreamWorks Trolls Glitterific Guy Diamond and Disney Princess' Moana Starlight Canoe and Friends.
With the loss of its Disney Princess manufacturing contract, Mattel is relying on Barbie sales. In October, Mattel reported Barbie sales rose 16% year-over-year in its 2016 third quarter after introducing curvy, petite and tall body shapes to the collection in March.
Toys "R" Us Executive VP and Global Chief Merchandising Officer Richard Barry said "Barbie has had a great year." He said due to the dolls' success in 2016, Barbie "shops," aisles dedicated to the toy, were built in many of Toys "R" Us stores.
However, Barry said another top-selling toy this year is NERF N-Strike Elite Terrascout Remote Drone Blaster, made, again, by rival Hasbro.
Meanwhile there are two toys garnering much buzz this year that consumers will probably not be able to find in stores on Black Friday.
Barry said the Mini NES Classic Edition by Nintendo (NTDOY) "will be available throughout the holiday" and hit interactive stuffed Hatchimals will be on Toys "R" Us shelves "as the season goes on."
Shares of Hasbro increased 63 cents to $86.89 and Mattel stock rose 56 cents to $32.02 on Wednesday.
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