Living: What Do You Want from Santa?

This year, parents may find the answer surprisingly familiar

Pity the toy industry and its industrial-strength elves. Over the next three weeks parents and grandparents will part with some $5 billion in toy stores across the land. But for the second straight year, America's toymakers have < not brought off the Christmas miracle they once dreamed of: the one new blockbuster toy that every child must have.

In a spirit of caution, the established companies are relying instead on their proven winners. Many are backing away from the high-tech, high-priced offerings of Christmases past, the electronic spaceships, the laser guns, the chatty dolls, stuffed with microprocessors, that weighed roughly as...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!