I have to say I agree with jazzcomp.

I think if they're confident the toy will sell, there is no need for reservations.

I find it highly unfair for someone to reserve one over the phone only to come in at their leisure days later when it's convenient for them to do so, over someone who has made time to be there present in the store ready to buy immediately.

I can understand what you mean GoktimusPrime, as you intended to be there on same the day as you made the reservation, but you'd be the minority.

It should always be first 'in' best served, not first call imho.