The prices on toys under the tree next Christmas may continue to be easier on parents’ wallets, according to BMO Capital Markets toy sector analyst Gerrick L. Johnson. In a note to clients, Johnson said the mood at Toy Fair last week was “optimistic” but that many executives were sticking with “lower price points.”

Johnson has an outperform rating on industry standouts Mattel, LeapFrog, Carter’s and Build-A-Bear Workshop. Mattel, he said, “stood out as having what we thought was the most innovative new line” at Toy Fair.