What will be tops on Santa's list this year?
What will you be shopping for this holiday season?
Sesame Street's "Let's Rock! Elmo" not only made the Toys R Us Holiday Hot Toy List, but also what the retailer calls its "Fabulous 15".
Other top picks include Figit Friends, The Trash Pack Garbage Truck, Moshi Monsters, Air Hog Hyper Active racing cars, the Nerf Vortex Vigilon foam dart gun, and flying, inflatable, remote-control fish called Air Swimmers Extreme.
36 toys are on the store's holiday Hot Toy List this year.
That also includes stuffed animals that play off the popular smar tphone app "Angry Birds".
"It's become a huge phenomenon with kids, and pretty young kids. Anybody who has a small child knows that their child will try to grab your smart phone and play Angry Birds," notes senior MSNBC.com business writer Allison Linn.
Analysts say the holiday season accounts for about 40 percent of a toy seller's annual profit.
That's why Toys R Us promotes its list early and often, but shouldn't be surprised if stressed consumers shop elsewhere.
"You know you've got a consumer who is now four years into a very, very weak economy. They are very savvy," Linn says. "They're not going to take that Toys R Us list and go to Toys R Us and buy things at full price...they are going to go online and they're gonna look and they're gonna say okay where is this item going to be cheaper."
Retailers are hoping to beat 2010 toy sales, which rose only two percent.