Jumping the gun on its competitors, Walmart is off to the races on holiday toy sales, dropping the price on 10 hot toys below US$10. And over the next 10 days the retail giant is fast-tracking the opening of Christmas shops in its stores across the US.

The 10 toys making the price cut are:

Barbie and her dog, Tanner

Barbie Mariposa

Play-Doh Ice Cream Shop

Assorted Littlest Pet Shop VIPs

Hot Wheels Trick Tracks

Hot Wheels Beast Bash

Fur Real Newborn Animals

Tonka Light and Sound Vehicles

Doll Stroller

Backugan by Spinmaster

As well, Walmart.com is accepting pre-orders for Fisher-Price’s Elmo Live and is rolling out the new edition to shelves on October 14.

Walmart’s decision to bump up the timing of its holiday campaign was reinforced by its Holiday Shopping Intentions Survey, which found that 33% of Americans buy gifts for their children before other family members. It also found that 30% of Walmart moms are planning on starting their Christmas shopping three months earlier this year.