The NPD Group’s Kids Industry Data Service (KIDS) has updated its research surrounding what kids 14 and under are asking for this holiday season. The results show that 38% are pining for toys, 15% want video games, 9% answered consumer electronics, 7% want clothes, 6% are looking for sporting goods and 3% asked for books.

Top CE items include the iPod, laptop computers and cell phones. E-readers emerged onto the list with the Kindle being specifically mentioned as a brand.

Within the toys category, while big brands and properties still dominate, there is now a greater variety of items mentioned, which is likely reflecting the increased direct-to-consumer and in-store promotions.

The top five properties this week are Barbie, Leapfrog, LEGO, ToyStory 3, and ZhuZhu Pets, and the top 10 properties across all three weeks of the study are American Girl, Barbie, Dora The Explorer, Leapfrog, LEGO, PillowPets, Star Wars, ToyStory 3, Transformers and ZhuZhu Pets

NPD says newer brands that are receiving multiple mentions include BigFoot the Monster, Lalaloopsy, PaperJamz, Singamajigs, FurReal Friends and Monster High.