Faith-based toys by Valencia, Calif.-based One2believe have been flying off the shelves this holiday season at mega-retailers Wal-Mart and Target.

According to the Minneapolis Star Tribune, One2believe's 12-inch, $20 Jesus Messenger of Faith talking action figure are sold out at Wal-Mart.com and Amazon.com with Target.com soon to follow. The company, which also sells talking Moses, Mary, David, Esther and Noah action figures, has sold more than 20,000 dolls in the series, with Jesus far and away the most popular.

Wal-Mart officials said sales were brisk for the talking dolls at 425 stores nationwide and many locations sold out, the newspaper reported.

"We are not surprised," David Socha, CEO of One2believe, told Christian Retailing. "We knew that there was a need for toys like our talking Jesus doll. Parents and religious educators have come out in force to support the toys, and have had wonderful things to say about the toys and how much their children enjoy playing with them."

Shoppers at Target.com have rated the Jesus figure "five stars" as have consumers at Amazon.com. One reviewer at Amazon.com describes the religious figure as “a real-life hero that beats all the other Superman, Spider-Man and other action heroes combined,” the Star Tribune reported.

Socha noted that Amazon.com, Target and Wal-Mart have ordered more, "but we are completely sold out. We are expecting a very limited supply of the Jesus dolls around Jan. 15."

Socha added that approximately 100-150 independent Christian retailers nationwide sell the company's toys. "(The Jesus doll) is selling extremely well at Christian retail," he said. "We have had some stores that are telling us (that) it is their best-selling item and they can't keep them in stock. ... The Jesus doll is selling well everywhere. I would not say that one market is selling better than another."

Religious toys represent less than one-half of 1% of the $22.3 billion U.S. toy industry, according to Packaged Facts and NPD Group market research, the Star Tribune reported.

Socha said One2believe is looking to expand in 2008. "We are working to bring the toys to Canada, Brazil, Europe and Australia, and have received numerous inquires from customers in those countries (who) want to buy the toys," he said.