Some Hatchimals aren’t hatching

(CNN) – The item at the top of many Christmas lists isn’t all it’s cracked up to be. Some parents say the Hatchimals their children received on Christmas morning will not hatch.

The toy is supposed to hatch from an egg when children knock, tap, or rub on the shell after about 30 minutes of playtime. The Hatchimal inside responds with lights and sounds and eventually hatches into a creature kids can talk and engage with.

Unhappy customers are airing their frustrations with the toy on Twitter. Parent company Spin Master is urging customers to contact them via direct message on Twitter, but tweets show it’s been difficult to get a response from the brand. Spin Master did not respond to requests for comment.

Full statement from Spin Master:

Spin Master is committed to making life more fun for children around the world with all of our products. While the vast majority of children have had a magical experience with Hatchimals, we have also heard from consumers who have encountered challenges. We are 100% committed to bringing the magic of Hatchimals to all of our consumers. To ensure all queries receive a timely response, we have increased the number of Consumer Care representatives, extended our hours, and increased the capacity for callers in the queue to help prevent calls dropped due to the holiday volume. We have also created troubleshooting tips on and a video with the Top 5 Things To Know About Hatchimals:

We are committed to doing everything possible to resolve any consumer issues. We sincerely apologize and thank everyone who is experiencing an issue for their patience.

Spin Master’s Consumer Care team can be reached at