The new Furby seems to be re-capturing the spirit of the original 1998 toy craze.
The electronic plush friend has sold out at many toy outlets and its price is soaring above RRP at certain retailers and online sellers.
Speaking to ToyNews, Foye Pascoe, Hasbro’s general manager for the UK, said: "This year Furby has been welcomed back with open arms – the reception from consumers has been phenomenal. Furby has once again delighted children and fans of all ages across the nation.
"In addition to a comprehensive media and marketing strategy, Furby-mania has turned everybody’s favourite adorable furry friend into one of the hottest toys this holiday."
Pascoe said that the success was partly thanks to a series of modern additions to the original Furby toy concept.
She said: "The development of the free Furby app, currently available on iOS and Android devices, was an innovative addition to a toy that is packed full of technology and personality. This year’s Furby is a new twist on the pop culture phenomenon, and is receiving lots of holiday buzz."
is the price right?
Although Furby has an RRP of around £59.99, shoppers will be hard pressed to find that price at the moment.
A quick browse online reveals that many retailers have bumped the price up past £70:
Speaking to the Daily Mail, Gary Grant, founder of The Entertainer, said: "As a company we have made the decision that we should treat all customers fairly and our online prices should reflect those offered in stores."
Grant said demand for Furby was three times the supply.
"That's why you will see traders on Amazon selling the £60 Furby for £80, £90 or £100. It is outrageous. I'm disappointed to be seeing that," he added.
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