But other toys on the list — even some that were exclusive to Toys 'R Us — won a strong following. Storch cited Air Swimmers, a remote-controlled flying shark, as an example.
So what's on the list this year? We'll have to wait a little longer to find out. The list will be released "soon," Storch said. (Read More: Highlights from Toy Fair 2012)
But it will likely include a number of toys that are exclusive to Toys 'R Us. That's a strategy that has worked well for the retailer in recent years, and if anything, the company is placing a bigger bet on it by releasing not only exclusive products but also exclusive product lines from branded manufacturers.
One example is the Technic line from Lego Systems, which includes 20 vehicles. Technic is geared toward avid Lego fans aged 9 years old and up who enjoy more complex construction.
Another example is Gelarti, a line of gel stickers kids can create, from Moose Toys. If this craft line is a hit, it will be the second year in a row that an exclusive line from Moose has been successful at Toys 'R Us. Last year, its Trash Pack collectible toys were very popular. (Read More: Mighty Beanz Maker Scores Another Hit With Trash Pack)
-By Christina Cheddar Berk, CNBC.com News Editor
(Update: Deposits for the program are non-refundable. At the company's request an earlier version of this story was corrected to say that deposits were refundable if the order was cancelled, but that is not the case.)
Questions? Comments? Email us at email@example.com. Follow Christina Cheddar Berk on Twitter