Why do we want the things we can't have?
In the toy market, especially in the holiday season, it's sometimes because demand just takes off like a flying reindeer, surprising Santa, and toy makers and everyone in between.
We're referring, of course, to the Hatchimal, the small, furry, motorized creature that pecks its way out of its colorful plastic egg and sings "Happy Birthday." Store shelves and online retail sites have been widely cleared of the little coveted creatures, leaving parents scrambling. "Scarcity – whether it is manufactured scarcity or genuine scarcity – makes people go nuts for an item," Smith School professor Rebecca Ratner explains. Read ,more