Personally, while I appreciate the role that solid and thoughtful public relations can play in selling most toys, I'm not in favor of the ultrahyped approach, often fueled by the media. Ultrahyped toys are at risk of burning out faster because they have a frenzied cycle: interest — shortage — hype — more shortage — more hype — frantic purchase — demise. The purchase becomes a goal in itself (over and above the satisfaction the toy can bring).
Source: wiktionary