The hottest toy of the holidays may not be all it's cracked up to be.

Spin Master's Hatchimals, an interactive toy that hatches from a plastic egg, is facing major criticism from parents who had difficulties hatching the product in the days after Christmas.

Customers complained that the Hatchimal took hours to hatch, if it hatched at all, and, for some, the batteries didn't last long after hatching.

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"While the majority of people have had a magical hatching experience, we have also heard from consumers who have encountered challenges," Spin Master told CNBC. "Our goal is to provide positive product experiences for all consumers and we are working diligently, as we always have, to do just that."



Spin Master urged customers on Twitter to direct message the company for assistance or to contact its customer service number.