Circle News

Good news for Zhu Zhu fans: The fuzzy electronic hamsters have quickly multiplied from just four last year to more than 40 new ones that will hit stores by summer.

The $10 Zhu Zhu Pets, which scurry around the floor making squeaks and interact with each other in separately sold habitats, were the hottest-selling toys of 2009.

According to Cepia Inc., the company that launched the toys last year,more than 7 million U.S. households are already owners of Zhu Zhu hamsters such as the hugely popular "Mr. Squiggles" and "Pipsqueak".

Bruce Katz, vice president at Cepia, said the company has so far raked in about $70 million from worldwide sales of these toy rodents.

But that was last year. The buzz ahead of the upcoming annual Toy Fair in New York is all about what Cepia has in its toy chest for this year.

Katz provided a sneak peek on Thursday. Among the new Zhu Zhus is a line of four hamsters called Rockstars named "Pax", "Kingston", "Rider" and "Roxie". The names are inspired by the children of celebrities, including Angelina Jolie and Gwen Stefani.

"Rockstars are the first long-haired hamsters with attitude", said Katz. Although the hamsters don't interact with each other, Katz said a smart chip in each toy gives it its own unique personality.

Katz said the new "Wild Bunch" collection extends the brand beyond hamsters. "There's a skunk, hedgehog, raccoon and a bunny," he said.

"The appeal of this new collection is that these are animals that every child wants to have but parents won't let them have it" said Katz

There's also a much-anticipated Kung Zu line of fighter hamsters geared primarily for boys aged 8 to 12.

Cepia will introduce 40 new Zhu Zhu characters in total this year, launching a new line every six weeks, said Katz.