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In this Sept. 28 photo, a girl shows off Sing-A-Ma-Jigs, named part of Time To Play’s Holiday 2010 Most Wanted List, in New York. The plush doll from Mattel will retail for $12.99. The Christmas shopping season doesn’t kick off for another six weeks, but retailers already are signaling they’re prepared to discount aggressively if needed to entice shoppers still skittish about spending.

Mark Lennihan / Associated Press