Customers checking out at The Disney Store in Glendale, Calif.

Bratz dolls have been major holiday sellers so far.

NEW YORK (CNNMoney.com) - Toy retailers are seeing interactive, tech-based toys and dolls leading the pack in Black Friday sales.

Toys 'R' Us spokeswoman Kathleen Waugh said top sellers were deeply discounted "doorbusters" such as the Barbie Fashion Show Mall Playset, the LeapFrog LeapStart Learning table and the Easy-Bake Oven.

Among regularly priced items selling quickly were the Fly Wheels Twin Turbo Launcher, Thomas Track Rider Engine Ride-On Train Set, Scene-It Harry Potter Edition DVD Game and Zizzle's iZ music toy.

At the Toys 'R' Us in New York's Times Square, top products Friday were the Magic Friends Singing Dora doll, Bratz dolls, the Fisher-Price Medical Kit and the Lord of the Rings Warrior of Middle Earth TV game, a store manager told CNNMoney.com.

Top sellers at New York-area KB Toys stores Friday included the Amazing Amanda interactive doll, the Fly Pentop Computer, Pixel Chix interactive products and the Juice Box mp3 player, according to Mike Coppola, KB Toys district manager.

The Amazing Amanda doll uses voice recognition to interact with children. The Fly Pentop Computer is a pen that scans what the user writes on paper.

Wendy Haggerty, spokeswoman for the Westfarms Malls, said the mall's Disney store had attracted many customers with a promotion beginning at 5am. "Anything from the Disney princess line was doing well," she said. "Items from Chicken Little are still selling well, especially the plush line."

The Kate and Eric Colton, of Webster Groves, MO, out shopping for their four children, described their priorities for the holiday season.

"We're a little more budget conscious this year," said Kate Colton, shopping at Toys 'R' Us.

"We came here because there's a lot more toy selection than [at a general retailer like] Target," said Eric Colton.

A few items consumed a lot of consumers attention, including Microsoft's just-released Xbox 360. (Full story)

At EB Games, one determined Xbox 360 pursuer said he had given up hope.

"We've been hunting all over New Jersey for the Xbox 360 and this is the last place we tried. But the store clerk told us there are no Xboxes, not even in a 20 mile radius," said Michael Williams, 20, of Newark, N.J. "We're going home now -- I'm not buying anything else today."

Malls and retailers nationwide saw long lines early Friday despite chilly temperatures as people sought to score the season's hot items. (Full story)

In online sales, 3 of 5 of Amazon's top sellers were Magnetix construction kits, which allow kids to build unique shapes using magnets. The second-best seller was the LeapFrog LeapStart Learning table, with a Bratz doll, Fisher-Price Medical Kit, iDog and My Little Pony set rounding out the Top 8 as of mid-morning Friday.

-- CNNMoney.com's David Ellis, Shaheen Pasha and Grace Wong contributed to this story.

_______________________

What's the big attraction this Black Friday? Electronics! Click here for details.

For all the latest headlines in economy, click here.