A Barbie doll.
Photograph by Jb Reed — Bloomberg/Getty Images
By John Kell
December 23, 2015

Here’s a Star Wars spoiler no one saw coming: While the hit Disney property is expected to generate over $1 billion at retail this year, it isn’t enough to break into the upper stratosphere of the toy aisle.

A list of the five top-selling items compiled by research firm NPD Group, which closely monitors the toy industry, finds that not a single Star Wars toy was popular enough to make the cut. That doesn’t imply that Star Wars gear isn’t selling well—it is certainly a popular property—but it does demonstrate that other brands have done a better job breaking out with a singular hit.

The toy industry has enjoyed strong demand during the past few years thanks to the popularity of a few key brands from Disney (DIS), most notably Frozen in 2014 and Star Wars in 2015. Toy industry sales are up 7.5% in the U.S. for the first nine months of 2015, NPD has reported, indicating a very strong tailwind for companies like Mattel (MAT) and Hasbro (HAS).

NPD provided Fortune with data on the five top-selling toys from early October through December 12, the most recent data available. An important caveat: Star Wars: The Force Awakens hit theaters on December 18, so some of the gear tied to that property isn’t expected to roll out until late in the holiday season. Star Wars sales are also expected to be strong early next year.

Here are the five most popular toys in the U.S. this holiday season:


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