Toy makers have gone to the toilet for their latest creations.

Mattel, a company best known for its clean-cut Barbie dolls, is set to release a game called Flushin' Frenzy that sends a brown plastic poop flying into the air.

Rival Hasbro, whose water-squirting game Toilet Trouble was a hit last year, stuck with the potty humor this year and released Don't Step In It, a game where players are blindfolded and have to avoid stepping in poop that's molded out of a clay-like substance.

Toy analysts and experts say the potty-related toys are hitting stores now because of the popularity of the poop emoji, which has also made it more acceptable for parents to buy poop toys for their kids.

At the New York Toy Fair this weekend, toy makers showed off poo-shaped action figures, squishy toys and other creatures from the toilet.

Juli Lennett, who's a toy analyst at a market research company, says, "Yeah, poop is a theme." She says "kids think it's funny."