According to the NPD Group, more than $19 billion dollars was spent on toys in the U.S last year. Still, in a time of high-tech playthings and Wi-Fi connected gadgets, tiny appears to be trending.
It's part of what observers say is a growing shift away from the traditional to the compact. According to Toy News, more than 200 million Shopkins have been sold worldwide, and they are a big hit online: Shopkins' YouTube channel has had 59 million views, and other YouTube videos featuring the toys being "unboxed" have more than 360 million views.
"They are everywhere, driven by YouTube, driven by the Internet age," Steve Pasierb, Toy Industry Association CEO and president told CNBC's "On the Money" in an interview. "Kids love them, they love to collect them. Moose Toys, a small company from Australia, really hit on it," Pasierb added.
Launched in the summer of 2014, Shopkins are colorful, miniature versions of common household items, ranging from milk cartons to shampoo bottles, from a high-heel shoe to a little microwave oven.
Priced between $4 and $35, Pasierb said, "they're at a price point that families can afford. They're cool little toys, they're enjoyable."