The New Santa Claws: Xia-Xia™

Hermit Crab Toy from Cepia LLC Expected to Top Wish Lists This Holiday Season - One is Sold Every Five Seconds in the US

Oct 26, 2011, 16:08 ET from Cepia LLC

ST. LOUIS, Oct. 26, 2011 /PRNewswire/ -- As the holidays near, children across the country will begin making their wish lists and if deemed nice (rather than naughty), one of the hottest new toys, Xia-Xia, may be waiting under the tree. Since hitting stores this month, the new line of colorful hermit crab toys by Cepia LLC has been flying off of shelves as parents across the country begin to dig their claws into holiday shopping.


"Like the initial launch of ZhuZhu Pets® in 2009, Xia-Xia is shaping up to be another star," said Bruce Katz, Senior Vice President of Sales, Cepia LLC. "Kids have cast their votes, and we are very fortunate that all indications point to Xia-Xia being a runaway hit this holiday season. Our data shows that one Xia-Xia is sold every five seconds in the US, the phones have been ringing off the hook, Google searches are on the rise and website visits are way above average for this time of year."

Even before it was available in stores, Xia-Xia was receiving industry accolades. In September, Toys"R"Us® included Xia-Xia on its 2011 Holiday Hot List. As a result, media across the country have continued the buzz and driven consumer interest.

"As soon as we saw the new Xia-Xia assortment, we knew that these little, interactive hermit crabs would be a big hit this holiday season," said Lisa Harnisch, Vice President, General Merchandising Manager, Toys"R"Us, U.S. "Ever since these collectibles hit Toys"R"Us stores earlier this month, they've been quickly skittering off our shelves."

About Xia-Xia

Xia-Xia are skitter-scattering, pitter-pattering, loveable, crazy crabs with shells and kooky friends to collect and trade. They combine the silly charm of a real hermit crab with an imaginative, playful twist.

"Kids love hermit crabs for a number of reasons, including their colorful shells, tropical habitats and cute crawls," said James Russell Hornsby, CEO of Cepia LLC. "Xia-Xia gives children all these features, but adds unpredictability, collectability, and silly fun that we hope kids will enjoy. Parents will love them too, as they are affordably priced."

Based on a Carnivale theme, Xia-Xia (pronounced Shah-Shah, rhymes with Cha-Cha) consists of four colorful, collectible hermit crabs that love to dance and play. Kids can start a parade by pressing its claw to watch it do its wacky walk. The Xia-Xia crew features four colorful, loveable, crawling hermit crabs with removable, collectible shells, including:

  • Bimini with her pink polka-dotted shell and flirty eyes
  • Trinidad with his grey skull-spotted shell and orange body
  • Turks with her red shell and girly pink bows
  • Tobago with his rough-and-tumble blue exterior and boyish grin

Each Xia-Xia character comes with a little friend inside its shell! Just like real hermit crabs, these critters love to switch and swap their shells. An additional 12 collectible shells come in candy-colors and contain a bonus of two little friends! Three different habitat playsets complete the line and provide fantastic fun for Xia-Xia play. Visit to learn more.

Xia-Xia are available at select major retailers. Xia-Xia hermit crabs, playsets and accessories range in price from $5.99-$19.99, ages 4+.

About Cepia LLC

Headquartered in St Louis, Mo., Cepia LLC is a privately held company that manufactures toys and games for children of all ages. The company was founded on the premise that sufficiently advanced technology is indistinguishable from magic. Ingenuity, creativity, playfulness and passion are the heart of Cepia and everything it creates. Cepia's toy building enterprises include: Glo-E™, ZhuZhu Pets®, Kung Zhu™, ZhuZhu Princess™, ZhuZhu Babies™, ZhuZhu Puppies™ and their newest ventures, DaGeDar™ and Xia-Xia™. ZhuZhu Pets has received top honor Toy of the Year recognition in eight countries, including 2010 "Toy of the Year," "Most Innovative Toy" and "Best Girls Toy" at the 2010 TOTY Awards in the U.S.  All toys from Cepia LLC are sold globally through national chain retail outlets and independent toy stores. For more information, please visit,,, and

Media Contact:
Grant Deady
Zeno Group
(312) 396-9734