NEW YORK — This year's hot holiday toys are high tech — and low price.
From tiny remote-control cars from Mattel to nearly paper-thin electronic guitars and drums from WowWee Toys called Paper Jamz, technology is infused into many of this year's projected hot toys. But that doesn't mean the return of the $100 price tag, which seems to have been for the most part banished since the recession.
Many techie toys are wallet-friendly at less than $30.
Jim Silver, an analyst at Time to Play magazine, which offers an influential list of hot toys each year, says toy prices overall have come down, but technology has gotten better. The highest-priced toy on the list is $69.99.
"This year's toys are about great play tied in with value," Silver said, "not necessarily the price point."
A case in point: Paper Jamz, thin electronic instruments that offer three modes of play, including freestyle. Silver said the toy's $24.99 price is impressive.
"It's unbelievable value, a ton of toy for $20," he said.
Silver said he and his team conduct research and analyze point-of-sale retail trends to develop their annual "most wanted" list, which was released Tuesday.
Toys have been fairly resilient during the recession, and retailers are banking that toy sales will be strong.
Silver said that if the stock market remains steady, he expects toy sales to rise 1 to 2 percent during the season compared with last year's.
"The average price point of the toys has come down, but units will be up, so overall dollars should be up," he said.