My DD just had his 10th birthday. What he wanted were gift cards or cash. He asked for GC for Target, Blockbuster (video or game rentals), movies, bowling, and Toys r Us.
We've also done the movie gift package with popcorn, candy, soda and a Blockbuster gift card. Also GC's to Dick's Sporting Goods or Sports Authority since most of his friends also want to pick out their own bats, balls, etc.
Some of his friends like the collectible action figures if they're into baseball, basketball, NASCAR etc. Or baseball, football, Yu Gi Oh cards.
Hope this helps.