after a mad Christmas rush for Singing Snoring Ernie.

The $50 Sesame Street toys, made by American group Tyco, have already run out in some shops but a new shipment is expected to arrive on the Island.

Toy store bosses say parents are already racing with each other to reach the number one toy.

But department store executives say it is too early to say Bermuda's cash tills are jingling off the counter.

Carol Bronby, Manager of Hamilton's Toys `N' Stuff on Reid Street, said the store had already run out of the Ernie toys.

She said: "It's the number one in America and just the same here.

"It's got a push button which starts him singing a lullaby and the children seem to love it.

"Christmas sales of all toys so far have been excellent. And we're getting more Ernies so we can keep up with demand.'' Last year's top selling toy was another Tyco Sesame Street doll, Tickle Me Elmo, which giggled when touched.

And other big sellers this year are Giga Pets -- electronic animals on key rings -- Easybake Ovens for girls and Remote Controlled Slammers for boys.

A spokeswoman for Annex Toys in the Phoenix Centre said Barbie's folding "Pretty House'' was also a top seller.

But she said: "Singing Snoring Ernie is number one. We called the warehouse and we've got a dozen left.

"We're also waiting for a new order to come in to head off the late Christmas rush.'' Bobby Rego, General Manager of Knick Knack, said: "We've had three weeks of late-night shopping on Fridays and sales are running along the same lines as last year.

"Traditionally, Bermudians wait until near Christmas Day itself and I would think if there's going to be any real jump, it will be (this) week.'' Trimingham Bros. President Eldon Trimingham said an in-store policy of matching several products with US prices had proved very popular with shoppers.

Mr. Trimingham added: "This means we have to swallow the duty and that presents us with other challenges.

"But we have completed many renovations in Trimingham's, the place looks fabulous and many shoppers tell us that, so it's encouraging.'' But Peter Cooper, Managing Director of A.S. Cooper & Son's, said: "It's too early to tell.

"I'm certainly optimistic that it's going to be a good Christmas and we are running marginally ahead of last year.'' Roger Davidson, President of H. A. & E. Smith, added: "We are slightly up on last year and we are optimistic for Christmas.'' He said he felt late-night shopping would gradually show an increase in sales nearer to Christmas.

"What people are looking for in Bermuda is value,'' he said. "Bermudians are very value-conscious, looking for bargains and Bermuda is pretty good value right now.'' He said Christmas shoppers were looking for "different and unique'' items and promotion discounts had already started paying off.

David Hampshire, Managing Director of the Tess Group, with responsibility for the English Sports Shop and Marks and Spencer, said he was "very satisfied'' with pre-Christmas sales.

But David Gibbons Jnr., Managing Director of Gibbons Company, said: "Considering what has happened in the rest of the year, we are probably a little bit disappointed with our level of growth for Christmas.

"Even so, we are holding our own and hopefully things will pick up a little bit more.'' TOYS RTN