• by Sarah Mahoney  @mahoney_sarah, October 1, 2021

Image above: the Razor A5 Kick Scooter, on Macy's "hot toys" list.

While annual "hot toy" lists are a tradition for retailers, both Walmart and Macy's/Toys R Us rankings take on a new urgency this year. Widespread supply-chain and shipping woes are causing shortages, with industry experts forecasting a frustrating toy-shopping season for Santa.

Walmart bases its ranking on kids' opinions, and says imaginative-play toys rose to the top. Those include the 1:10 RC Hot Wheels Rhinomite and Barbie Extra Doll & Vanity Playset, both under $60, as well as the pricier L.O.L. Surprise OMG House, at $229.

Among the higher-ticket items, the company is honoring the Monster Jam 24V Grave Digger Ride On, $449, and the 12V Jeep Gladiator Children's Ride On, $369,Walmart exclusives.

The Bentonville, Arkansas-based retailer says it has doubled its assortment this year. It's adding an average of 4,400 additional square feet at some stores, turning garden centers into bonus holiday shopping aisles.

And it's once again offering kids the Walmart Wonder Lab, a digital destination to preview toys.

Macy's, which recently announced it was adding Toys R Us locations inside 400 of its stores, is naming 75 toys to its list. Among its selections: Razor A5 Kick Scooter; PAW Patrol Marshall Transforming Vehicle; and My Little Pony Sing' N Skate Sunny Starscout.

The Cincinnati-based retailer also focuses on key trends, including the superheroes; toys that boost imaginative play, including National Geographic's Light-Up Air Rockets; and games for the family, like Spinmaster's Beat the Parents Classic Family Trivia Game.

Macy’s is also hoping to engage customers with Geoffrey's Toy Extravaganza Sweepstakes, offering chances at daily prizes, as well as a grand prize of all Top Ten toys.

And it’s offering same-day toy delivery through DoorDash.

Meanwhile, the Toy Association is doing its best to fend off tearful disappointments. It’s been lobbying for help to address the shipping crisis, and updating members with steady port-jam updates.

The association says about 85% of all toys sold in the U.S. are made in Asia, with manufacturers relying heavily on the large Los Angeles and Long Beach, California ports.

It's encouraging members to use the #ShopEarly4Toys hashtag, so consumers will understand why shopping earlier matters this year.

"Right now, toy manufacturers are doing everything in their power to ensure a good supply in stores for the holidays," says Ed Desmond, executive vice president of external affairs at The Toy Association, in a statement. "But we just don't know what's going to happen down the road as we get closer to Christmas."