If you click through to their source it explains the method:
Through the magic of Google, we were able to extrapolate this data. More specifically, through Google Trends, we could see the most-searched toys on Google this holiday season. What we google speaks volumes about what we want to buy. Some might say Santa uses the same data to inform his gift-giving.
So basically Google searches. Hardly solid research, and both Maine and ND are very small, so a few extra searches on one term could swing results a lot.
Doing my part too, searching PM while not searching "Cutetitos" at all - well only once.
