With a gentle nudge, Ryan Griffiths tossed a small sphere onto a table and watched it stop on a magnetic trading card and pop into an action figure called a dragonoid, one of the Bakugan Battle Brawlers.
"It's the hottest toy right now," said Ryan, 14, of Wilmington, Mass., who attended a recent Bakugan training demonstration at Wal-Mart in Walpole. "It's a toy and card game at once."
Bakugan (pronounced BACK-oo-gon), which means "exploding sphere" in Japanese, has indeed exploded onto the toy scene in the United States since it was introduced in January. Its Toronto-based manufacturer, Spin Master, expects to sell $100 million worth of the games, cards and characters in the United States this year. The company estimates it will produce 40 million Bakugan spheres in 2008. Last year, it was one of the bestselling toys in Canada, where it was introduced in the summer.
The game combines the shooting strategy of marbles with the spirit and looks of Pokémon and the shape-shifting ability of Transformers robots. Bakugans are invading homes, backpacks, day-care centers and desktops nationwide. A cartoon series of the same name premiered on the Cartoon Network in February, fueling the Bakugan buzz among children, especially boys 6 to 11, who are dipping into their allowances to buy the characters and cards required to play the game.
It has all the elements
Toy industry specialists believe Bakugan has the potential to be another Pokémon.
"It's a combination of things," said Jim Silver, editor in chief of Toy Wishes magazine and Toy and Family Entertainment magazine. "It has the great elements of past successes. With the battling and the cards, it reminds me of the Pokémon. The other part is the collectibility to it. You want to collect different ones that have different powers. The key to a great game is that they are very simple to play but [with] a lot of strategy, and Bakugan has those elements."
Although they're small enough to pack in a pocket, the little creatures are making a big impact at toy stores, which have been selling out as soon as they hit the shelves.