Hatchimals aren't the only hot holiday toy this year. More and more shoppers are reaching for games in the toy aisle.
Fueled by interest in games like Hasbro's Speak Out and Pie Face Showdown as well as more adult games, including X-rated versions of longstanding favorites — think Trivial Pursuit and Taboo — the game segment has seen sales soar 20 percent this year, according to the NPD Group.
The segment, which includes card games, board games, puzzles, dice and strategy games, caters to toddlers, teens and adults and has been gaining speed in recent years. In 2015, game sales rose 14 percent from the prior year, when sales climbed 6 percent year over year, Juli Lennett, an NPD Group toys industry analyst, told CNBC.
"The games market is not one size fits all," said Jim Silver, CEO of TTPM, an online toy review site. "The category is most successful when it appeals to all the different demographics."
In fact, much of the strength in surging game sales is coming from those that target adults, with sales in the adult party game segment jumping 138 percent this year through November from the same period last year.