Merchandise that was based on "Rugrats" varied from video games, toothpaste, Kellogg's cereal to slippers, puzzles, pajamas, jewelry, wrapping paper, Fruit Snacks, Inflatable balls, watches, pencils, markers, cookie jars, key rings, action figures, My First Uno games, and bubblegum. The show also managed to spawn a popular merchandise line at Walmart, Kmart, Target, eBay, Hot Topic, J. C. Penney, Toys "R" Us, Mattel, Barnes & Noble, and Basic Fun. By March 1999, the franchise had generated an estimated in merchandise sales.