THIS year's must-have Christmas toys are fast disappearing from Swindon's shopping shelves and it is only just October.
Stores in town are also stocking up on food, decorations and gifts in preparation for the seasonal rush.
The MicroPet, a mongrel descendant of past Christmas favourites Furbies and Tamogotchis, and Beyblades, a hyperactive relation to the innocent spinning top, are set to take the Christmas bestsellers chart by storm.
Stores across Swindon have been inundated with requests for the toys and so far demand is outstripping supply.
MicroPets, the size of a matchbox, are designed to interact with each other. They even respond to their masters' commands and can also get cross.
The good news for parents is that they cost a mere £9.99 the bad news is that there are 10, in the form of dogs, cats, beasts and monsters, to collect.
Cats Popsy and Chumsley, dogs Sprocket and Moshi, bears Kuma and Bongo and monsters Sumo, Yuk, Bob and Kuda meow, bark and roar and are even capable of throwing tantrums at a whim.
Around one million of the toys have arrived in Britain, but the dearth of MicroPets is so bad that they are exchanging hands on some internet sites for several times their true value.
Darren Davies, 28, general manager of Toys 'R' Us in Stratton, said: "People are already turning their attention towards Christmas. Supplies of the toys have run fairly dry in the past few weeks, but we do have some stock left at the moment.
"For its size the MicroPet is remarkable. The different pets interact and walk around it's all a bit crazy, but the kids love it."
Another seasonal hit this year will be Beyblades, which cost £5.99, and are modern day spinning tops that can be programmed to defend or attack other models in a special arena of death. They are the current must-have playground accessory.
Darren said: "We sold around 600 Beyblades last week and the craze is absolutely massive at the minute. It's going to be a toss up for which is going to be the number one Christmas toy.
"If the Beyblades craze continues it will be the best selling Christmas toy, but I can't see it lasting."
Woolworths in Regent Street, Swindon, completely sold out of their first delivery of the toys. Store manager Rob Jack, 48, said: "We are expecting another batch this week. These toys are really big this year and demand is high."
Last Christmas Swindon was a similar scene as parents rushed to grab the few remaining Harry Potter Hogwarts Castles.
Meanwhile the last throes of summer have barely dwindled away and already Swindon is awash with Christmas gifts, decorations and accessories.
For some stores, like Marks & Spencer in Regent Street, Christmas started back in January.
And last week it launched a Christmas promotion in its food hall.
Seasonal favourites like cakes, cream liqueur and pork joints are all on offer to encourage organised Swindon shoppers to save now and spend more nearer Christmas.
Manager Martin Woodhouse 34, said: "We are already 45 per cent up on takings for those products this year. People are starting to buy food now so they can concentrate on the more intricate details of Christmas."
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