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April 2012 Volume 7, No. 3
features
20 Game Play Endures as Category Evolves by Chris Adams
22 Games: Product Presentation by Chris Adams
24 Card Games: Product Presentation by Nancy Lombardi
26 The Reinvention of Puzzles by Laurie Leahey
28 Puzzles: Product Presentation by Laurie Leahey
30 Doll Category Houses Many Options by Jennifer Lynch
32 Dolls: Product Presentation by Jennifer Lynch
34 All Baby & Child Spring Show by Nancy Lombardi
36 Specialty Emporium: Play with a Purpose by Jennifer Lynch
departments 4 6 8 10 12 14 16 18 38
Observations & Opinions Sizzlers The TICKER Entertainment Marketplace: Pillow Pets Merchandise Makers: WOW! Stuff Industry Forum: TIA Industry Forum: ASTRA Industry Forum: NYIGF Calendar of Events
On this page, from the left: LEGO City Alarm; Topps is creating cards for Monsuno; The Spooner; MEGA Brands’ 3D Breakthrough Puzzle Extra Large Model—Giant Panda; MGA’s Lalaloopsy Littles On the cover, from the left: Hasbro’s Baby Alive Baby Wanna Walk; Mattel’s Barbie Photo Fashion Doll; The Bridge Direct’s Waverly and The Magic Seashells; Famosa’s Pinypon; and Spin Master’s La Dee Da
cover created by Jennifer Lynch
OBSERVATIONS & OPINIONS
WWW.ANBMEDIA.COM
Consumer Optimism Grows BY
BOB GLASER
T
oy Fair 2012, by all accounts, was a huge
success. The aisles of New York City’s Jacob
Javits Convention Center were consistently crowded for the duration of the four-day trade show. More importantly, those in attendance were conducting business—not just cruising the
aisles. Speaking to exhibitors and attendees at various social functions during Toy Fair, all commented on the upbeat vibe and crowds at this year’s show.
Over the past few years, Toy Fair had this feeling of forced optimism. It
felt as if everyone was trying to wish the economy better and if we all said it enough times maybe things would actually be better. Sadly, that is not how things work. Yet this year, there was a genuine optimism at the show. It felt like Toy Fair in the “old days.” It seems that the worst is behind us in the toy industry. It seems that the worst is behind us in the economy overall.
While the picture is getting better, things are not perfect. Europe still has its
problems. Gas prices continue to be high and some say that poses a continued threat to the U.S. economy’s recovery. The U.S. unemployment rate has dropped
slightly in the past few reports that have been issued. The housing market has
been improving over the past few months as well. The National Retail Federation says that Easter sales are projected to exceed $16 billion this year. This represents an 11 percent increase over last year’s sales. While a majority of the
increased sales will be in apparel, candy, and decorations, the toy industry should see some additional sales as well. We are finding that parents are choosing to purchase impulse-related toys rather than candy for Easter baskets. More manufacturers are making Easter-themed products to take advantage of this trend.
This year is off to a robust start in terms of overall toy sales. Monsuno, the
new boys action property from Jakks, Topps, Fremantle, and Dentsu premiered on Nicktoons in February. The series is off to a strong start and prod-
uct is moving off shelves briskly. With a mild, record-breaking winter in the
Northeast, sales of spring and summer merchandise started early. Reports are that goods are moving well and re-orders are already being placed.
The optimism on display at Toy Fair is derived from what is actually hap-
pening with consumers in the marketplace. Let’s all hope this continues—and gets even stronger—as the year progresses.
4 TOYS & FAMILY ENTERTAINMENT APRIL 2012
April 2012 • Volume 7, Number 3 PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING MANAGER DONNA MOORE DONNA@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM CONTRIBUTING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR LAURIE LEAHEY LAURIE@ANBMEDIA.COM ASSISTANT EDITOR JENNIFER LYNCH JENNIFER@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTORS KATHLEEN MCHUGH; KRISTIN MORENCY; TRACI L. SUPPA PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM ANB MEDIA, INC. 229 WEST 28TH STREET, SUITE 401, NEW YORK, N.Y. 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 TOYS & FAMILY ENTERTAINMENT is published six times per year by aNb Media. Copyright 2012 aNb Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM are registered trademarks of aNb Media. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of management.
SIZZLERS
Sizzlers: What’s Moving Off Store Shelves? What Are the Hottest Web Orders? Here is an alphabetical listing of the hottest-selling items in the toy industry, based on a combined survey of both offline and online retailers, reflecting the previous month’s sales. Angry Birds Knock on Wood Game
LeapPad Explorer Learning Tablet
LEGO Friends Café Set
ANGRY BIRDS KNOCK ON WOOD GAME Mattel
LEGO STAR WARS ASSORTMENT LEGO
BEYBLADE METAL FUSION Hasbro
MONSTER HIGH SWEET 1600 ASSORTMENT Mattel
LALALOOPSY SILLY HAIR DOLL MGA Entertainment
PERPLEXUS MAZE PlaSmart
ANGRY BIRDS ON THIN ICE GAME Mattel
INNOTAB Vtech
LEAPPAD EXPLORER LEARNING TABLET LeapFrog LEGO FRIENDS LEGO
LEGO NINJAGO LEGO
6 TOYS & FAMILY ENTERTAINMENT APRIL 2012
MINI LALALOOPSY DOLLS MGA Entertainment
MONSUNO CORE Jakks Pacific
SKYLANDERS FIGURES Activision
WWE RUMBLERS ACTION FIGURES Mattel
THE TICKER
A Recap of Industry Headlines • For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Alerts
HIT, SIMON & SCHUSTER IN MIKE THE KNIGHT DEAL
HIT Entertainment (now a division of Mattel) and Simon & Schuster Children’s Publishing have agreed to a master publishing deal for the preschool property Mike the Knight in North America. The exclusive deal marks the brand’s first consumer product licensing agreement for the U.S. and Canada. Simon & Schuster’s imprint Simon Spotlight has acquired the rights to produce a variety of story, picture, novelty, activity, and coloring books, as well as non-interactive e-books, with new titles set to launch in the U.S. and Canada in 2013. The deal further expands HIT Entertainment’s work with Simon & Schuster, which signed on early last year as the UK and international publishing partner for Mike the Knight.
CLASSIC MEDIA ACQUIRES NODDY AND OLIVIA
Classic Media acquired the rights to preschool properties Noddy (part of the Enid Blyton estate) and Olivia from Chorion. Noddy was introduced by author Enid Blyton in the book Noddy Goes To Toyland, first published in 1949. It made its TV debut in the UK in 1954, as well as on the London stage. The TV series was adapted for the French market in 1963 as Oui-Oui. The franchise has a programming library of more than 250 episodes, and the latest series, Noddy in Toyland, is currently televised in more than 100 countries. Olivia originated as an award-winning book series by Ian Falconer that inspired an animated TV series. In 2009, Olivia debuted as a 3-D CG-animated TV series on Nick Jr. in the U.S. The series is now seen in more than 120 countries and airs on broadcasters that include ABC (Australia), Five/Milkshake! (UK), Treehouse (Canada), and TF1 (France).
SID THE SCIENCE KID COMES TO THE BIG SCREEN
Olivia
The Jim Henson Company has signed an agreement with its first partner in China, Nine Eyes Stone & Shanghai Animation Film Studios, to co-produce Sid the Science Kid: The Movie, based on the TV series. The feature film is the company’s first animated movie available in 3-D format and standard HD. The film will be written by Bradley Zweig, who also serves as an executive producer. Additional executive producers are Lisa Henson and Halle Stanford of The Jim Henson Company. For Nine Eyes Stone, Al F. Barry is the executive producer and David Miller is producer. The Jim Henson Company is handling all ancillary distribution of the property including licensing, video, and merchandising. The Jim Henson Company represents worldwide rights to the movie outside of China, including all theatrical, television, DVD, and digital platforms and will meet with international buyers for the feature film at the upcoming MIPTV market. As part of the financing agreement, Nine Eyes Stone & Shanghai Animation Film Studios has obtained distribution rights for both the existing series and new film in the Chinese market.
FAR EAST MOVEMENT CREATES MONSUNO THEME SONG
Pacific Animation Partners, a joint venture between Jakks Pacific and Dentsu Entertainment USA, has aligned with Cherrytree/Interscope Records’ Far East Movement, to create an original theme song for the adventure series, Monsuno. The Monsuno theme song, produced by Martin Kierzenbaum, chairman of Cherrytree Records, is a high energy blend of hip-hop, pop, electro, and dance that is a signature of Far East Movement’s style and sound. This partnership marks the first time the group has created a theme song for an animated television series.
8 TOYS & FAMILY ENTERTAINMENT APRIL 2012
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ENTERTAINMENT MARKETPLACE
CJ PRODUCTS BY LAURIE LEAHEY
irst, they’re a stuffed animal. Then they unfold into a pillow. This is the premise behind CJ Products’ popular Pillow Pets line of foldable stuffed animals. The concept for the snuggly companions was the brainchild of San Diegobased mother of two and CJ Products’ CEO Jennifer Telfer. She had grown tired of picking up stuffed animals strewn across her children’s rooms, and after noticing that her sons would smash their stuffed animals down in order to sleep on them like pillows, the idea for a stuffed animal that was also a pillow was born. In 2003, CJ Products began selling six Pillow Pets made of soft chenille: Cozy Cow, Snuggly Puppy, Puffy Duck, Wiggly Pig, Friendly Frog, and Silly Monkey. Pillow Pets feature a strap underneath that closes to transform the pillow into a stuffed animal. What began with the simple goal of transforming a stuffed animal into a functional item has grown into a plethora of Pillow Pets products. The original six Pillow Pets are now part of a lineup of more than 40 different animals and licensed characters. CJ Products signed a licensing agreement last year with HIT Entertainment for Thomas & Friends Pillow Pets. Fans of Dora the Explorer and SpongeBob SquarePants can also get their hands on licensed
F
top: Last year CJ Products signed a licensing agreement with HIT Entertainment for Thomas & Friends Pillow Pets. bottom: the original Snuggly Puppy Pillow Pet
10 TOYS & FAMILY ENTERTAINMENT APRIL 2012
Pillow Pets. CJ Products plans to add additional Nickelodeon characters to the lineup this year. The Pillow Pets line also includes books, blankets, apparel, games, and more from a variety of licensees. The licensed product seeks to capture the cuteand cuddliness of the Pillow Pets and allow kids to engage with the characters in new ways.
NEED
TO
KNOW
• Earlier this year Madison Jemes, 12, won CJ Products’ first By Kids, For Kids writing contest. Jemes received a $500 prize, and CJ Products published her story Elephant Surprise. It is available at select retail locations and MyPillowPets.com. • Pillow Pets were an answer to a Jeopardy question in 2011.
• CJ Products donated more than 150,000 Pillow Pets to charitable endeavors last year.
• More than 15 million Pillow Pets have been sold since 2003.
COMMONWEALTH TOYS
Commonwealth Toys produces Pillow Pets beanbags, clip-ons (shown), plush throws, plastic figures, key chains, soft toys, bath toys, sleeping bags, decorative pillows, bags and backpacks, and seasonal baskets.
SGI APPAREL GROUP
SGI Apparel Group’s Pillow Pets sleepwear collection consists of ladies’ and juniors’ sleepwear in sizes small through XXL, as well as girls’ and boys’ sleepwear in sizes 2T to 16.
GAMEMILL
ENTERTAINMENT
GameMill Entertainment released Pillow Pets for the Nintendo DS last fall. The game invites players to jump, fly, buzz, and explore Dreamland, the imaginative world where the Pillow Pets characters live. Players can customize their characters and uncover tokens and rewards as they play. The game is rated E for Everyone.
SG FOOTWEAR
SG Footwear produces a variety of Pillow Pets slippers (shown) and slipper socks featuring the different Pillow Pets characters.
FABRIQUE
JOHNSON BROS.
Pillow Pets products from Johnson Bros. include plush decorative cake toppers available exclusively to bakeries.
INNOVATIONS
Pillow Pets sports styles are available through licensee Fabrique Innovations, Inc., and include popular teams from the MLB, NFL, NHL, and a variety of colleges.
APRIL 2012 TOYS & FAMILY ENTERTAINMENT 11
MERCHANDISE MAKERS
PUTTING THE WOW IN STUFF BY JENNIFER LYNCH
ow! Stuff CEO Richard North first met his co-founders Dr. Graeme Taylor and Kenny Andrews—scientists by trade/inventors by nature—at a UK gift fair in 2003. Taylor and Andrews’ display, a bench, was less than desirable, but their product, a two-toned towel reading “arse” on one side and “face” on the other, certainly piqued people’s interest, including North’s. Although North discovered they had only sold 100 towels in the past three years, he admired their persistence. Using his entrepreneurial background, he also saw the opportunity to realize their potential. The three men signed a successful deal for the towels and teamed up to Dave the Funky form Wow! Stuff. Shoulder Monkey The first three years the company worked solely on developing and designing novelty gifts and gadgets. “We were coming up with so many ideas,” says North. “But every time we’d look at them, they were more toys than they were gifts. So we said, ‘We have to be in the toy industry.’” In 2010, Wow! Stuff launched its first official toy property called Dave the Funky Shoulder Monkey, an R/C monkey that attaches to the shoulder with a Velcro strap and plays in four different modes: conversation, greeting, puppet, and action. Within the first three months, Wow! Stuff sold a quar-
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12 TOYS & FAMILY ENTERTAINMENT APRIL 2012
ter of a million in the UK. Dave the toy, it must also be capable of Funky Shoulder Monkey was the demonstrating. When you put those first of many toys that would two things together, it’s as if two define the Wow! Stuff mantra— plus two equals 10.” making toys with a “wow” factor. Another quality that sets Wow! So, what does Wow! Stuff Stuff apart from its competitors is define as “wow” worthy? “Stuff the relationships it has with its that when you actually show it inventors. The inventors Wow! working, it comes to life,” says Stuff works with, like its founders, North. “The consumers’ eyes open, are not all from the toy industry, My Keepon their jaws drop, and they say, which can be beneficial. “Quite ‘Wow, I’ve got to have one.’” Among its often it means they don’t have a ceiling on more recent “wow” toys are My Keepon, a where they think the product can go or how mini robot that responds to touch and it can be further developed,” North says. dances in time to music (originally created “They aren’t judging their toy based on the by BeatBots to help engage children with success of others.” autism) and Air Swimmers, an R/C heliumOne of the newest inventors on the Wow! filled flying creature that moves through the team, Jamie Mantzel, typifies this idea. air. Air Swimmers will expand this year Despite knocking on the doors of many toy with new functionality and Angry Birds- companies without success, he never gave licensed versions. “We want everything to up. It was a passion that Wow! Stuff was be very innovative when it first comes to looking for, with a product to back it up. In market,” says North. “Then we’ll apply a February, supported by the Wow! team, license to it to give it extra life.” Mantzel posted a YouTube video—“the Demonstrations are an essential part of greatest toy in the universe”—previewing the Wow! Stuff business model to showcase his six-legged R/C combat creature robot, the “wow” factor. In what North describes which features attachments such as exploder as an X-Factor-like search, the company armor and a dart shooter. Within 24 hours, created the Demonstration Academy, which the video went viral with more than one milrecruits and trains toy demonstration artists lion views. Wow! Stuff is currently holding a to perform in stores throughout the UK. At web contest to name the toy, which is anticithe end of the training period, the final pated to hit retail this September. artists perform for a panel of judges who With passion and persistence on its decide who gets the position and who goes side—and a recent $7.6 million investment home. “We’ve put about 500 demonstrators by the Business Growth Fund that helps into retail stores in the UK every holiday,” Britain’s fast-growing smaller and midsays North. “The whole model is set up so sized businesses—there is no slowing that when we find or create a ‘wow’ factor Wow! Stuff down.
The New Show to Fit Mass Market Needs
COMING OCTOBER 2-4, 2012 DALLAS MARKET CENTER
Leasing information www.pbandjshow.com
In partnership with
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Supported by
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INDUSTRY FORUM
The ICTI CARE Process:
The Toy Industry’s Great Achievement
s the global toy industry’s ethical manufacturing program, the ICTI CARE Process (ICP) aims to ensure safe and humane workplace environments for toy factory workers around the world. Established in 2003 by the International Council of Toy Industries (ICTI)—a confederation of 20 global toy industry associations—the ICTI CARE (Caring, Awareness, Responsible, Ethical) Foundation manages a single, fair, thorough, and consistent program to monitor toy factories’ compliance with ICTI’s Code of Business Practices. Specifically, the ICTI CARE Process promotes fair labor treatment and employee health and safety throughout the supply chain with a strong focus on China, Hong Kong, and
A
The Toy Industry Association (TIA) was the first
TIA’S COMMITMENT
TO
ICTI CARE
national toy association to require all of its 550 member toy companies to participate in the ICTI CARE
Process. TIA is committed to ensuring that its mem-
bers promote good conditions for workers in toy factories in the following ways:
• TIA new membership applications require that
within 12 months of joining the association, applicants
source only from factories in the ICTI CARE Process;
• Companies renewing their annual membership are
required to declare that their company supports the
Process; and
• TIA has pledged to notify the ICTI CARE
Secretariat when a company drops its membership so
that the Secretariat may offer the company the opportunity to be listed as an ICTI CARE conforming company.
14 TOYS & FAMILY ENTERTAINMENT APRIL 2012
Macau, where 80 percent of the world’s toys are made. Established by raising nearly $5 million in capital from the toy industry, the ICTI CARE Process has become self-funding through factory audit fees paid by toy producers who want to assure their customers that workers— most of whom are under the age of 25— are being treated fairly. The ICP is part of a multi-stakeholder effort to strengthen brands’, retailers’, and licensors’ commitment to source primarily from ICP-certified factories and to encourage buyers to place orders as early as possible as well as to set reasonable production and delivery schedules. Among the significant accomplishments made by the ICTI CARE Process in the past few years was the implementation of worker information cards—CARE Cards— which are now widely available to factory workers and list their labor rights as well as a worker “helpline” phone number. More recent ICP endeavors have focused on an expansion of the education and training programs for factory management, factory workers, and auditors. An initiative completed in January 2012, for example, brought together the ICTI CARE Foundation and partners in Germany to launch a pilot program aimed at increasing factory worker access to information and training. More than 3,600 factory workers and managers in seven Chinese factories received information on topics such as occupational health and safety, labor standards, and communication and grievance channels. Factory staff was guided on how to train their own workers using the ICP
BY
KRISTIN MORENCY, TIA
program’s methods, materials, and training videos. The results of this pilot program will strengthen and build capacity for the ICP training program’s future use in even more factories. “This pilot program was a hugely successful initiative,” says Christian Ewert, president and CEO of the ICTI CARE Foundation. “Educating both factory managers and workers on important labor laws, improving communication and the use of grievance mechanisms will increase efficiency in the Chinese supply chain while also improving corporate social responsibility.” Expanded information has also been made available for retailers and buyers on the ICTI CARE Process website, including the ICP Factory Database, which lists the factories that have entered the process and have been granted the Seal of Compliance; are on probation and are implementing a Corrective Action Plan; or have had their Seal of Compliance suspended or revoked. “After observing the work of the ICTI CARE Governance Board for several years by attending meetings and taking tours of toy production factories, I have seen firsthand how worker conditions have improved as a result of the ICTI CARE Process,” says Carter Keithley, TIA president. “TIA is proud to help lead and promote the efforts of ICTI CARE. In my book, the implementation of this program is one of the industry’s greatest achievements.” For more information about the ICTI CARE Process, visit www.icti-care.org. Kristin Morency is a communications specialist for the Toy Industry Association (TIA).
INDUSTRY FORUM
GET IN THE GAME: Tactics for Increasing Your Store’s Game Sales
alk into any specialty toy store, and you can be sure about one thing: you will find plenty of children’s games on the shelves. You can also be sure that some of the games will be open and ready for a quick round of play. Games and puzzles are a mainstay for many independent toy retailers. They are a good fit with the specialty concept— engaging for kids while promoting healthy play—and they can be great for upselling customers who come in for other items. Last year, the category posted more than $2 billion in sales nationwide—about 10 percent of total toy sales. “I’m a game geek, and so is my husband,” says Gwen Ottenberg, owner of Imagine That Toys in Wichita, Kan. “When we go out to eat on Saturday nights, we always take a new game with us and figure out how to play it while we are having dinner. Lots of times, other diners will stop by our table and ask what we’re playing—and some have become our customers.” Parents may not consider themselves game geeks, but increasingly they look for games to get their children away from computer and television screens, says Danny Givens, owner of Givens Books and Little Dickens in Lynchburg, Va., which stocks nearly 200 game SKUs. More parents now understand the importance of game play for their child’s cognitive and physical development—and for family togetherness. “Parents used to look for games that their children could play autonomously,” says
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Linda Hays, owner of Hopscotch Toys & Games in McMinnville, Ore. “They wanted games that would keep the kids out of their hair while mom and dad did something else. Lately we have seen more interest in games that the whole family can play together.” Hays carries approximately 100 SKUs in children’s games. If you are looking to increase game sales in your store, you must know your products inside out. “It’s hard to recommend a game if you haven’t played it,” says Ottenberg, who carries about 100 game SKUs in her store. Other suggestions for inviting robust game sales include: • Carry games that can be demonstrated quickly. Occasionally a game becomes popular and builds a culture outside the store, says Hays, so customers are already familiar with them when they walk in the store. But that is the exception. Most need to be demonstrated, and you have less than a minute on the retail floor to show the customer why it is fun. • Get your staff playing. Givens maintains a game library in his store for use by staffers, who are encouraged to take games home and play them with their friends and family. Ottenberg has frequent game nights for staff only and she also sends games home with her employees, who are expected to explain how to play at the next staff meeting. Hays has even launched a regional, daylong game-playing event for employees of independent toy stores in her area. • Let customers help you sell. “Customer reviews can be very effective,” says Givens. “We offer kids the opportuni-
BY
KATHLEEN MCHUGH, ASTRA
ty to tell us their opinion about games. If they bring in something they write about a game, we post it as a shelf talker and we give the child a coupon.” Ottenberg is planning a new promotion that will reward customers with a coupon or gift certificate if they post a review on Facebook. • Offer in-store demos and game nights. These classic sales tactics still work. “Make sure you have games open and available for play all the time,” says Givens. Promoting game nights have become easier than ever with the advent of email, Facebook, Twitter, and other social media resources. If you’re looking for new games for your store, ASTRA’s upcoming Marketplace & Academy in Baltimore is a prime place to source new product. The exhibit hall will be bigger than ever this year, with more than 100 new exhibitors. The event showcases new games at its Monday evening Game Night, a round-robin game fest, which gives retailers three hours of uninterrupted time just to play with the newest games. Manufacturers and some inventors will be in attendance to explain games. “The key to selling games is to be excited about games,” says Hays. “Game playing is a necessary human interaction, and retailers need to embrace that.” Ottenberg agrees. “If I fall in love with a game, I am crazy about it. And if I’m crazy about it, I know it will sell.”
Kathleen McHugh is president of The
American Specialty Toy Retailing Association (ASTRA). ASTRA’s Marketplace & Academy is June 10–13 in Baltimore, Md.
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INDUSTRY FORUM
NYIGF B RINGS B ABY & C HILD C ENTER S TAGE BY
TRACI L. SUPPA, NYIGF
he New York International Gift Fair (NYIGF) is one of the country’s leading sources for emerging and inspired designs in gift, lifestyle, and home products. As the gift industry once again descends upon New York City for this August’s GLM-owned show, attendees can expect to find a breadth of toys, games, and other complementary juvenile products—all of which will have a keen focus on quality and design. “For buyers shopping vertically for new, trend-focused juvenile products, NYIGF offers a welltimed summer market,” says Christian Falkenberg, NYIGF manager and GLM vice-president. “NYIGF’s Baby & Child division features a well-edited collection of design-driven resources for children and families.” Launched in the summer of 2010, Baby & Child is a comprehensive collection of well-designed, innovative, sophisticated, functional, and, of course, fun products for babies, toddlers, kids, and their families. This new segment of the show responds to the growBaby & Child, an extensive ing demand for the category from the NYIGF audience. selection of cross-category Leading brands and new resources offer a wide range of products, includjuvenile products, returns Sunday, ing arts and crafts, books, music, toys, games, puzzles, dolls, and plush; wearAugust 19, through Wednesday, ables; and accessories, gear, and home products. August 22, in Hall 1D of New York All the top baby brands will be in attendance. Here is a list of a few that City’s Jacob Javits Convention Center. attendees can expect to see: eeBoo, eco-kids, Geared for Imagination, Haba USA, Hape International, Jack Rabbit, Kid O, Manhattan Toy, Manny and Simon, Maple Landmark, P’kolino, Rich Frog, Wry Baby, and more. This extensive and well-chosen selection of cross-category juvenile products returns Sunday, August 19, through Wednesday, August 22, in Hall 1D of New York City’s Jacob Javits Convention Center. In addition to Baby & Child, a full range of complementary products are offered in several of NYIGF’s 10 divisions, including General Gift, Accent on Design, and Handmade. Accent on Design presents design-driven supplies such as Brinca Dada, Cameo by Rux, and Playsam. Handmade features hand-crafted products from artisans including Cate & Levi, Dwelling, En Gry & Sif USA, and LBK Studio. Meanwhile, General Gift offers leading brands such as Bearington Collection, Children’s Treasures, Douglas Cuddle Toys, and High IntenCity. For more information about Baby & Child as well as other aspects of NYIGF, including a free mobile app and free online registration for qualified buyers, visit www.nyigf.com.
T
Traci L. Suppa is a freelance writer for the New York International Gift Fair.
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Baby & Child Award Winners January 2012 These innovative, design-focused products were winners or finalists in Baby & Child Best New Product Awards at the winter 2012 NYIGF. The products, presented here in alphabetical order, were among hundreds featured in the Baby & Child section this past January. The awards are judged by a panel of trade and consumer editors. (aNb Media was not part of the panel.) ANGELINA BALLERINA DANCE WITH ME BY THE WONDER FORGE This interactive, collaborative game allows kids to take center stage. While encouraging physical play, creativity, and memory skills, the game also teaches beginning ballet techniques and counting. The set includes a DVD, game board, cards, spinner, and other game pieces. BUBBLE BY MADPAX The utilitarian backpack has evolved with this funky, 3-D inspired version. Ample pouches and pockets provide storage for books, accessories, lunch, and more. It’s available in eight bright colors with names such as Gumball, Slurpie, and Orange Crush. COLLEGIATE TUTU LINE BY TUTU COUTURE This officially-licensed collection lets glam girls show their support of college sports teams, including Alabama, Arkansas, Georgia, and Kentucky (shown here). They’re available in three sizes designed for ages 1–9, with an elastic waistband allowing for growth. JANOD WOODEN TOYS BY JURATOYS U.S. CORP. Designed in the heart of the Jura Mountains in France, this eco-friendly range is created with learning in mind. The collection appeals to multiple age groups, with pull toys (such as the dog shown here) for toddlers to puzzles, construction sets, dress-up sets, and outdoor toys for older kids. PANCAKES BY HAPE With the goal of encouraging roleplay as well as imaginary play, this wood and felt playset provides all the necessities for a yummy pretend breakfast: pancakes, strawberries, mix, syrup, plates, and cutlery. Hape says this line is colored with water-based paint. SEVI FLY WITH ME GROWTH CHART BY MAGICFOREST This importer of children’s toys and games from the Italian company Trudi has introduced a new line of colorful growth charts for the Sevi brand. Measuring 29.5 inches by 7.1 inches, this chart is made with non-toxic pigments and features a friendly aviator in a hot air balloon. TEGU MOBILITY DART BY TEGU The wooden create-a-car set, shown here, comes with 10 classic magnet-embedded Tegu blocks, a signature magnetic styling top, and four magnetic wooden wheels. They are made from eco-friendly hardwoods, making them both sustainable and durable.
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Game Play Endures as Category Evolves BY
CHRIS ADAMS
he board game category has charted an interesting course. The category experienced its golden era in the 1980s when adult games such as Trivial Pursuit were showing up in living rooms across the country. In the ’90s, the category settled into a steady sales pattern. Shortly after the new millennium, technology entered the space in the form of DVD-based games. That type of game fizzled out around the same time the economy hit the skids as consumers were nesting in post-9/11 mode, and families started taking a look at in-home—and oftentimes offscreen—entertainment options. Because of the great play value per dollar games offer, the category performed well. Of course, even in times of relative success, the current state of retail still makes the game category very competitive. “It takes tremendous tenacity to be successful in the game business,” says Kevin McNulty, vice-president of sales at Endless Games. “There is so much product chasHasbro’s Monopoly zAPPed and ing so little shelf space.” Pressman Toy’s iPieces lines integrate game play with apps. In addition to limited shelf space, the Above is Hasbro’s Monopoly category is facing stiff competition for zAPPed and on the right is gamers’ dollars in the form of app-based Pressman’s iPieces Fishing Game. games. Walking around Toy Fair, it was evident that the game category is integrating apps into play patterns. “It’s Hasbro’s goal to tap into the mindset of today’s gamer and provide ways for people to have gaming experiences anywhere and however they want to play,” says Jonathan Berkowitz, vice-president, Hasbro Gaming. “Whether in the form of classic games, digital games, or even a combination of the two, we’ve got new and innovative games for every type of gamer.” It’ll be interesting to see exactly what role apps will end up playing in the board games category over the next few years. Will it be an inand-out fad like DVD games? Will apps serve as direct competition for board games? Or will apps offer another avenue to make board game play even more portable? “We view the popularity of multiple gaming platforms such as apps, online communities, and consoles as a great opportunity for our properties,” says Nick Karamanos, vice-president of marketing, games, Mattel
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Global Brands. “The key is that digital represents complementary play to traditional board games, whether you’re by yourself, looking for a quick game, or want to connect with family or friends who aren’t close by.” The addition and integration of apps to the gaming landscape also helps alleviate one of the challenges of the game category: lack of shelf space. The new avenues of gaming offer more outlets to sell games. “Because of the platform-agnostic nature of games, we are seeing consumers purchase them wherever is most convenient, whether it be traditional brick-and-mortar, online, or even in their favorite digital content marketplace such as iTunes,” says Karamanos. If the board game category has proven anything through its ups and downs over the years, it is that the category and its play patterns are resilient and endure. Even with the latest digital competition, the traditional board game category isn’t going anywhere. “It’s true that with so many opportunities for kids and adults to entertain themselves, the game business has taken a hit, as have other parts of the toy industry,” says Jim Pressman, president of Pressman Toy. “What’s nice to see is there is still a place for board games and it is still a very vibrant business.” The board game embodies a rich, classic, timeless quality that keeps the category moving along in this digital age. “Like a cup of chicken soup or a warm sweater, there is something familiar about pulling a board game out of the closet and gathering around it,” says David Blanchard, director of sales and marketing at Haywire Games. “You won’t find a family pulling out an iPad to play games after dinner; there is nothing that can replace the value of sitting around a table, enjoying each other’s company while playing a game.” The almost-innate familiarity of board games speaks to its long history of popularity. They have been a part of people’s lives for generation after generation. “People have always and will always enjoy a board game like they will a half-hour sitcom,” says Endless Games’ McNulty. “It’s not about winning or losing, but the experience of hanging out with friends and family.”
The Traditional
Another way that some game manufacturers attempt to stand out is through licensing. Pressman is no stranger to the power of a strong property. “Licenses like ScoobyDoo and Hello Kitty have performed well with no impact from the economy,” says Pressman.
The biggest challenge for the board came category, as with the greater toy industry, is the fierce competition for limited retail shelf space. And even if a product gains shelf space, it then has to reside alongside an array of comEducational Value petitors. One way manufacThe game category embodies a turers attempt to stand out Mattel’s Angry Birds On Thin Ice Game takes app play into classic, wholesome quality that from the competition is the physical world. has helped it appeal to generathrough packaging. “Sometimes the packaging is not secondary tions of families. Adding to this family-friendto the product; it is just as important,” says ly appeal is the fact that games, whether overtBonnie Canner, vice-president of Cardinal ly or not, are very educational. “For kids and preschoolers, games are still a Industries. “You have a very short amount of great way of learning socializing, taking turns, time to attract the consumer at the retail level.”
On Shelf
winning, and losing,” says Pressman. “There are fundamental aspects to game play that you learn and bring into your life.” The way that games can gently teach critical skills to children is an important factor in the category’s success. “Parents and teachers are looking for games to use as learning tools,” says Charlotte Fixler, communications manager at ThinkFun. “Games require high-level thinking skills and encourage deep exploration and critical thinking skills through play.” The educational value of many board games is covert. Kids don’t know that they are learning. They just know that they are having fun. When it comes down to it, the fun that families and kids have while playing board games is what keeps the category relevant to generation after generation of consumers.
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Games BY
CHRIS ADAMS
The game category offers an array of game play options that range from the most classic of board games to games that incorporate the latest technologies. Whether basic or tricked-out games, very few toy categories can rival this one in terms of play value per dollar. Below is just a sampling of the many new games and game concepts that will be introduced in 2012.
Mattel
Mattel has partnered with big names in video gaming to bring their properties to shelves. Mattel teamed with Halfbrick Studios to produce the Fruit Ninja Slice of Life Game (shown), Rovio for Angry Birds games, and Zeptolab for Cut the Rope.
Cardinal Industries
Cardinal’s Big Bang Theory Fact or Fiction Trivia Game asks trivia from the show as well as geeky questions that are in line with the show’s subject matter.
Haywire Group
Haywire’s Bear in Underwear Backpack Adventure Board Game is a no-readingrequired matching game for preschoolers. All of Haywire’s 2012 game introductions have an MSRP of $19.99 or less.
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Hasbro
Hasbro introduces the zAPPed Gaming line of games that come to life with the aid of an iPad or iPhone. Shown is The Game of Life zAPPed game.
Endless Games
Endless Games has made the decision to focus less on licensing and more on developing its own game concepts, such as Anger Management. Also on the way from the company are Brainlock and Text Twist.
Jax Games
Jax’s Word’s Out! is an easy-toplay word game for two to four players, ages 7 and up.
Pressman Toy
The Zombie, The Princess and The Kid Next Door is a new threeway three-in-row game from Pressman.
ThinkFun
Players of ThinkFun’s Pathwords Jr. exercise verbal and spatial reasoning as they place Tetrisstyle puzzle pieces onto the challenge grid so the letters under each piece spell a word.
Wonder Forge
Dr. Seuss AppPlay Games combine classic tabletop game play with digital apps, all served up for iPhone, iPad, or Android. Titles include Fun Machine (shown), Words, and Numbers.
Fundex
Instructures is a challenging game for a variety of ages and skill levels. To play, two teams race to build the structure on the card by using only verbal instructions from one team member. The team to correctly complete the structure wins each round.
LEGO
LEGO’s City Alarm is for two to four players who are sent chasing through the streets of LEGO City. Once the board is built, thieves must steal the money without setting off the alarm while police chase them.
Gamewright
In Gamewright’s Elephant’s Trunk, players take turns rolling the die to help the elephant pack, placing a piece of clothing into the matching colored trunk.
Asmodee
Barbecue Party is a game for preschoolers that’s all about action-reaction as players try to load up the grill with all kinds of funny food.
Briarpatch
In the ColorPlay Game, players work together to complete the color wheel. It is for two to four players, ages 7 and up.
Winning Solutions
Under license from Hasbro, Winning Solutions offers Luxury Edition versions of Monopoly (shown), Scrabble, and Clue. Each game is set in a two-toned wooden cabinet with a burled wood veneer and builtin drawers.
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CARD GAMES
BY
NANCY LOMBARDI
With each passing year the world becomes more tech-centric. Apps, augmented reality, and online gaming have captured the attention of kids and adults alike. However, at this past Toy Fair, traditional toys were front and center along with the hottest tech trends. Card games are one traditional option that allow for quick play and fun interaction with friends and family. Shown here is a sampling of what’s new in card games for this year.
KONAMI
Konami’s 2012 Yu-Gi-Oh! Trading Card Game Starter Deck is XYZ Symphony. Each starter deck contains 45 cards, one beginner’s guide, and one game mat. Konami’s largest starter deck in eight years, this deck is full of easy-to-use yet powerful monsters, spells, and traps. This deck is designed to give first-time Duelists an action-packed crash course in the world of Yu-Gi-Oh! It comes with five XYZ Monsters, including Yuma’s signature monster from the newest animated series—Number 39: Utopia. The retail configuration for this set features 10 starter decks per display box and 12 display boxes per case.
TCG
TCG (formerly known as The Canadian Group) will introduce Knotz in July. Game play begins with two rows of colored cards and a deck of colored cards for each player. Players turn over their colored cards one at a time and find a match in the middle two rows. When there’s a match, players keep their hands on their card pile. The first player to finish matching their deck wins. Knotz is designed for two to four players ages 6 and up.
THE TOPPS COMPANY
The Monsuno Trading Card Game (TCG) series one core set, from The Topps Company, contains 156 cards including the key characters from the TV series such as Lock, Charger, Quickforce, Driftblade, and Backslash. In the Monsuno TCG, each player controls powerful Monsuno monsters, which are launched into battle and attack each other in combat using strike cards with effects. When a Monsuno is dealt damage equal to its Hit Points, it is knocked out and removed from the game. The player who knocks out all his foe’s Monsunos first wins the game. Players can start their Monsuno TCG journey with the starter box, which includes everything needed for two players to get started. Each starter box, both the Core-Tech vs. Eklipse box and the Core-Tech vs. S.T.O.R.M. box, contains two 33-card ready-to-play decks, one 12-card booster pack, rules book, and a rare bonus card. The booster pack contains 12 cards including one foil card and one rare card. Three card sets are expected to be released from Topps each year. In addition to this line from Topps, there is a full product line for Monsuno from Jakks Pacific as well as a TV series airing on Nicktoons.
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HASBRO
Hasbro’s Battleship: Hidden Threat Card Game, for ages 7 and up, is set to be in stores this month to complement the film, which will be in theaters May 18. Attack and defend to sink the enemy fleet in this card game. It’s all the fun of the classic Battleship game but only takes 15 minutes to play. Play peg cards to hunt down hidden enemy ships, while your opponent does the same. Boost your attack and defense with special cards and ship powers. Be first to sink the enemy fleet, and win the game.
MATTEL
PATCH PRODUCTS
Based on the mobile app, Mattel’s Fruit Ninja Card Game challenges players to cut a deck of colorful fruit-designed cards. Like the digital version, the object of the game is to be faster than your opponent and collect the most fruit cards to win.
Farkle Flip, from Patch Products, is the latest twist on the company’s Farkle franchise. Designed for two or more players ages 8 and up, players flip the cards over hoping to make a winning combination using your own hand or another player’s hand. Draw a Farkle card and lose points for that round. But you can score those Farkle cards later in the game.
RJB3 GAMES
Albert’s Insomnia, the first release from RJB3 Games, is a fun, mathbased card game. Designed for one or more players ages 6 and up, this math game starts out simple to get players hooked. Lay out four cards for all the players to see. Use five cards if players aren’t multiplying and dividing yet. The object of the game is to count sheep. An example hand shows cards numbered 1, 2, 3, 4. The player that goes first creates a math operation (4–3). The answer is 1— that’s the first sheep. The next player creates an operation (2x1) that equals 2, then (2+1=3), then 4 and so on. Play continues as the flock grows using the cards in play. The only rule is each card can only be used once per turn. From the simple starter hand mentioned above, players can potentially find 28 sheep without skipping any numbers. The player that finds the last sheep wins. To turn up the competition on the math skills, use a timer, which is not included.
PEACEABLE KINGDOM
Peaceable Kingdom is introducing a variety of card games with a modern twist. There’s Old Maid and Go Fish for two to six players. Crazy Mates is Crazy Eights with a pirate theme. Slammin’ Bananas, for two players ages 7 and up, features two fast-action card games. The goal in both games is to get rid of your cards as fast as you can without going bananas.
UNCLE MILTON INDUSTRIES
Uncle Milton Industries is launching a new line of Nat Geo Wild-branded puzzles, card games, and toys at Barnes & Noble this summer. The exclusive line complements a full line of Nat Geo Wild Toys, which are expected to be available this fall at retailers nationwide.
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THE REINVENTION OF PUZZLES BY LAURIE LEAHEY
ver the years, the simple, flat puzzle has evolved into something with multiple dimensions and technological enhancements. It’s not that consumers are bored with putting together traditional jigsaw puzzles, but, as with all toy categories, manufacturers have to keep things new and fresh. From 3-D features to the use of apps, innovation makes a puzzle stand out on store shelves. “Puzzlers like traditional things because they’ve been doing puzzles for over 10 years, but . . . they also want to see something new and exciting when they go to shop,” says Barrie Simpson, partner, TCG (formerly The Canadian Group). “What I recommend to our buyers is [to] have two or three slots on the plan-o-gram that you can rotate new and exciting things in.” Thomas Kaeppeler, Ravensburger’s CEO, says that the consumer demographic for puzzlers is actually younger than people think: 70 percent of people who buy puzzles are women ages 25–40. Ravensburger’s new augmented reality puzzles, which interact with apps to provide additional content and games once the puzzle is complete, appeal to consumers who heavily use their iPhones and iPads. “It makes sense to offer them something that has an application in the world they live in,” Kaeppeler says. Keeping up with consumers is how MEGA Brands’ 3D Breakthrough line developed. “The boom of electronic toys that we are seeing today drives us to develop fresh concepts for the traditional puzzle in order to continue capturing our customers’ attention,” says Guy
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Thomas, vice-president, puzzles and games, MEGA Brands. The 3D Breakthrough line expands this year by allowing puzzlers to piece together large models and wall art. Instead of building in three dimensions, 4D Cityscape creates puzzles that let people build famous cities in four dimensions. For the Paris puzzle, the base is a traditional jigsaw puzzle of a map of Paris in the 1800s. The second foam layer is a modern street map of Paris. To create the third layer, puzzlers insert miniature plastic models of famous Parisian buildings and structures, such as the Eiffel Tower. Puzzlers use a time chart to insert the buildings into the puzzle in the order in which they were built, which is where the fourth dimension of time comes into play. “You’re putting it together, there’s layers on top of each other, and using the history part of the puzzle with the time poster, you actually learn about architecture, you learn about time, you learn about regions,” says Shaun Sakdinan, president of 4D Cityscape. TCG’s new puzzles also have a multi-dimensional building element. The 3D Family Time
l-r: MEGA’s 3D Breakthrough Extra Large Papercraft Model—Panda and Ravensburger’s 1,000-piece Augmented Reality Colorful Underwater World puzzle
Puzzle Play and Math
A new study by University of Chicago researchers found that children who play with puzzles between ages 2 and 4 later develop better spatial skills. The researchers examined video recordings of parents interacting with children during everyday activities at home and found that children who play with puzzles between 26 and 46 months of age have better spatial skills when assessed at 54 months of age. The report was published in February in the journal Developmental Science.
Multi-Layer Puzzles are three different puzzles built on top of each other. The first layer of the Tropic Moonlight puzzle has dolphins and whales. The second layer is of the coral reef with turtles and other marine life. The third layer is of fish swimming along the coral reef. Even puzzles geared toward younger children are receiving an update. “We’ve seen from our focus groups that once the child puts together the puzzle . . . it’s nice to have that ‘wow factor’ or something else to do once the puzzle is put together,” says Lisa Wuennemann, marketing director at Patch Products. To give kids a way to play with puzzles longer, in 2002 Patch introduced Sneaky Puzzles. The line of floor puzzles with hidden numbers and letters in the image received the 3-D treatment in 2010. However, with all the new innovations in the puzzle category, there’s still nothing quite like a classic jigsaw puzzle. Traditional puzzles provide educational value to children (see sidebar) as well as entertainment possibilities for people of all ages. “You don’t need batteries or a power cord for this fun activity,” says MEGA’s Thomas. “Whether it is a family fun night or a more mature puzzler’s way to stay mentally sharp, traditional puzzles provide a great, quality activity that appeals to a wide spectrum of consumers.”
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Puzzles
BY LAURIE LEAHEY
The puzzle category continues to evolve by adding new technology and ideas to the traditional puzzle. But both innovative and classic puzzles are able to co-exist in the category. The following pages showcase some of the newest puzzles hitting store shelves this year.
Patch Products
Patch Products adds Clifford the Big Red Dog to its line of Sneaky Puzzles. The finished puzzle is two feet by three feet. Once kids put together the two-sided puzzle, they can hunt for hidden letters and numbers within the puzzle.
MEGA Brands
MEGA Brands expands its 3D Breakthrough Puzzles line with new Extra Large Models. These large, 3-D character puzzles measure more than 18 inches tall. Using 3-D pieces and MEGA’s patented Breakthrough clips, clip the strips together to create a Giant Panda, Lion, Elephant, or Monkey. The Extra Large Models are for ages 12 and up.
Ceaco
Ceaco celebrates its 25th anniversary with 171 new puzzles from more than 40 artists and the launch of its Ceaco Classics series, a collection of Ceaco’s bestknown puzzle images from the past 25 years.
4D Cityscape
TCG
TCG (formerly The Canadian Group) introduces new 3D Family Time MultiLayer Puzzles. Each puzzle features three layers: a large background layer that sets the scene, a middle layer that adds depth, and an outer layer that completes the scene. The puzzle assortment includes different scenes, such as Home Coming, Tropic Moonlight, and Woodland Retreat. The puzzles are for ages 12 and up.
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The 1,000-piece Hong Kong History Over Time Puzzle recreates Hong Kong’s skyline in three dimensions and also along the fourth dimension of time. The puzzle includes 120 building replicas that depict the Hong Kong skyline as it appeared as far back as 1912 through 2010. The base of the puzzle is a traditional 2-D jigsaw puzzle that forms the city’s street layout, islands, and mountains. Once the puzzle base is complete, the vertical building of Hong Kong begins by placing buildings and skyscrapers in chronological time sequence by following the 4D Time Poster.
Cardinal
Cardinal’s Sesame Street 4 Wood Puzzles in a Box is a collection of four 24-piece puzzles in a slide-top wood box. Each puzzle can be assembled on top of the box and stored inside. The sturdy wood pieces are sized for smaller hands.
Great American Puzzle Factory
The Great American Puzzle Factory’s Cascade Puzzles are made up of long colorful strips. Each strip hooks onto a base and overlaps other pieces to form a picture. When the top picture is completed, you can flip the pieces to the other side and reveal a new picture or you can build the second side of the puzzle from scratch.
Pressman Toy
Pressman Toy is introducing an assortment of licensed character puzzles, including the Hello Kitty 100-piece Puzzle in Tin Assortment for ages 5–8, the Diary of a Wimpy Kid 200-piece Puzzle in Tin Assortment for ages 8 and up, the ScoobyDoo! 100-piece Puzzle in Tin Assortment for ages 5–8, and the Dinosaur Train 24-piece Puzzle in Tin Assortment for ages 5–8.
Briarpatch
Ravensburger
Ravensburger’s Augmented Reality line of interactive puzzles come to life via a free app that uses the camera function of the iPhone or iPad 2 to animate scenes from the puzzle. The collection will debut this fall with four 1,000-piece puzzles. When paired with the app, the Above the Roofs of Paris puzzle offers a 360-degree view of Paris at night presented with background information about various city sights against a musical backdrop. The Colorful Underwater World puzzle features a look-andfind challenge. The still images in the African Animals puzzle come to live with five different videos. The Lofoten, Norway puzzle shows a sunny Nordic day that changes when the user touches the iPhone or iPad screen to transform the scene into a winter wonderland.
Techno Source
Briarpatch adds new lenticular puzzles to its Fancy Nancy line. There are three 100piece puzzles in the Fancy Nancy Lenticular Puzzle Assortment. The original puzzle image changes and appears to move when looked at from a different angle.
Techno Source, a division of LF Products, will introduce Where’s Waldo? puzzles this fall. The line of 2-in-1 Search-andFind Puzzles includes 50-piece Mini Puzzles with a mini magnifying glass, 100-piece Foil Puzzles in re-sealable pouches, 300-piece Canister Puzzles, 500-piece Suitcase Puzzles with handles, and 750- and 1,000-piece puzzles in book-style packaging with magnetic closures. Assemble the puzzles, then search for Waldo and other hidden items.
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DOLL CATEGORY HOUSES MANY OPTIONS BY JENNIFER LYNCH
he doll category has seen draimperfection is at the core of Mattel’s Monster matic shifts over the past High. Monster High appeals to a different type of decade. There has been a move girl, who might be more drawn toward quirky Lady from expensive large-scale Gaga-esque fashions or the eccentric monster chartech-driven dolls, when the acters now popular in books, movies, and TV economy supported such spending, to a series. Monster High fans are also incredibly active move back to basic baby dolls and a prolifengaging with the brand beyond basic play through eration of mini collector dolls. the social media site Everloop, targeted for kids One thing remains true throughout the under age 13. “While we provide our Monster High shift and that is girls gravitate toward speciffans with a great story and context through our ic themes. Girls love hair play, fashion play, characters, they are a great example of being of the nurturing, and collecting. Some girls love older girl mind-set creating their own stories,” says just one of these elements while some girls Cota. This inspired Mattel to create the Create-Alove them all. “One of the wonderful things Monster doll, which comes with all the necessary about doll play is that it allows children body parts and accessories for girls to create their The Barbie Photo Fashion doll brings the worlds of fashion, photo, unlimited opportunities to express their own monsters. “This again is a different way to and doll play together. emotions and stretch their imaginative powplay with Monster High, but it’s very much true to ers,” says Beau James, president of Corolle. what the brand is,” says Cota. “There are things that Fashion, play, and media are merging in young girls’ lives like never make complete and total sense for Monster High, given its brand DNA, before, and in no category is this trifecta more apparent than with fashion that are very unique to that brand and absolutely would not nor should dolls. Fashion, as the name suggests, leads the way. And while the classic make sense in Barbie’s world.” play patterns of hair and dress-up remain at the forefront, technology The storyline tied to a doll continues to be a focal point in engaging brings these play patterns to new heights. “As adults, we continue to be girls in doll play. While storytelling has always played an important part amazed by the technological advances that are happening in the world, but in doll play, it’s playing an even bigger role in doll purchases. for children it’s their norm,” says Stephanie Cota, senior vice-president of “Basic dolls with open-ended play can be successful,” says Jakks’ girl brands at Mattel. “We don’t use technology for the sake of technolo- Caveza. “But it’s a competitive market and when up against content-driven gy. It’s about finding a way to fuse it organically into Barbie’s world.” properties, oftentimes, those with the most exposure through hot books or This year, Mattel is introducing the Barbie Photo Fashion doll, which blockbuster movies, or rich storylines backed by strong TV shows, tend to fuses doll play, fashion, and digital photography by incorporating the cam- win out.” For the Nickelodeon TV show Winx Club, Jakks is offering a line era’s display screen into Barbie’s T-shirt. “We know the idea of taking pic- of dolls tied to the show’s characters. With the Magic Wings Bloom Feature tures is something that’s incredibly appealing to girls,” Cota says. “We Doll, simply place Bloom on the transformation station and slide the lever also know that sometimes moms don’t want to hand over their digital cam- to see Bloom’s wings attach as she transforms into a Believix fairy. era and iPhones, so by merging these two worlds together we’re giving Likewise, Disney Princess dolls continue to resonate with girls of all girls some of what they love.” ages because of their relationship with the franchise. “Whether or not But Barbie, whose iconic features have remained consistent for children have seen the Disney Princess movies, [the] dolls invite imagdecades, is not the fashion doll fit for every girl. “Edgy themes and the ination and pretend play,” says Darryl Wizenberg, president of idea that it’s ok to be different, has a great [resonance] with tweens,” says Tollytots, a division of Jakks, which produces the My First Disney Jennifer Caveza, senior vice-president of marketing for the girls division Princess line. “The fact that they are associated with Disney Princess of Jakks Pacific. In direct contrast to Barbie, embracing diversity and movies allows [girls] to make the connection with the story, its charac-
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ters, expanding the way they play.” For Spin Master, storytelling presented the opportunity to engage girls on a deeper level with its new line La Dee Da. Unlike its Liv Doll collection, which focused its storyline on the daily lives of girls, the La Dee Da characters are extraordinary with fashions, design ideas, and travel. “The category is very competitive, so to really build the brand and relationship with girls, it’s critical to have a relevant, engaging story—it’s what makes a brand stand out from the rest,” says Georgia Lopez, director of marketing for Spin Master. “La Dee Da is about incredibly talented teen designers. They are aspirational and relatable. And . . . La Dee Da encourages girls to create their own designs through great storytelling and fantastic product.” To drive this message, Spin Master is incorporating everyday concepts into line extensions such as one inspired by candy and sweet treats and another inspired by destinations around the world.
Small Doll, Big Impact
Although the small doll category isn’t new, it is growing. A weak economy has brought on an explosion of small and inexpensive toys for both girls and boys. And while long-time brands within the category—Mattel’s Polly Pocket and Hasbro’s Littlest Pet Shop and My Little Pony— continue to maintain a strong consumer base, companies are also seizing the opportunity to reach consumers with new small doll offerings at price-points that are very consumer-friendly. Among them are foreign companies such as Famosa’s Pinypon (Spain), TOMY’s Treena & Friends (Japan), and Kimmidoll’s kimmi junior (Australia). (TOMY pushed back its anticipated launch of Treena & Friends to 2013, in order to incorporate suggestions it received during Treena’s preview at Toy Fair.)
La Dee Da World Collection dolls, from Spin Master
But in order to truly capitalize on the saturated and competitive small doll category, these companies recognize the necessity innovation plays, beyond low price points, in their success. The quick change features seen in both Treena, with its one-touch changing facial expressions, and Pinypon, featuring interchangeable outfits, accessories, hairstyles, and faces, provide girls with a more customizable small doll experience and increase the doll’s level of collectibility and repeat play and purchase. Likewise a unique collectible design can also make a small doll stand out at retail. kimmi junior’s colorful characters are based on the ancient Japanese kokeshi dolls used for good luck and feature a different collectible message about friendship. Kimmidolls, currently made of resin, will be produced in a more playfriendly plastic version in the next few years.
Dolls Made to Nurture
The repetition of a story or play pattern is something younger girls gravitate toward. Unlike older girls, they prefer the structure of knowing what’s going to happen next and what the ending is. Baby dolls tap into this by letting girls act out the role of their moms and dads through nurturing play patterns such as feeding, changing, or rocking a baby to sleep. Many dolls
within the baby doll category are also relying on the accessories to add the interactive feature so that the doll can be used for classic play minus the technology if they choose. For example, the interactive features in Fisher-Price’s Little Mommy Princess and the Potty doll, which lets little girls ages 2 and up teach potty training, are activated only when the doll is placed on the included play toilet. When a baby doll can also respond to nurturing actions, it helps to bring that element to life,” says Michelle Paolino, vicepresident, global brand marketing and strategy, Hasbro. “Girls love to feel special and take care of their baby dolls, similar to how their mom or dad takes care of them,” she says. “The closer to real life that the interaction may be, the more important the doll will become.” The new Hasbro Baby Alive Baby Wanna Walk has sensors that recognize when the doll is walking on its own or with its “mommy.” If the doll falls down, it may ask for help getting up. Because girls are introduced to technology at an increasingly younger age, working technology into classic play, if done properly, can be a natural fit, says Tollytots’ Wizenberg. “Basic play patterns will continue to be the core of our doll collection,” he says. “However, we know adding technology adds to the excitement of the doll and how it evolves.” Tollytots Singing and Storytelling Belle includes voice technology and object recognition to initiate singing and talking, while the soon-tolaunch Lights and Lullaby Disney Princess Baby Doll features gently glowing lights and lullaby music with different play modes. But whether it’s a baby doll, small doll, or fashion doll, the fact is, girls, to put it simply, want it all. So, for the doll makers it comes down to two things: finding new ways to build on today’s trends and staying true to the classic play patterns that will always deliver.
APRIL 2012 TOYS & FAMILY ENTERTAINMENT 31
Dolls, Dolls, Dolls BY JENNIFER LYNCH
Whether it’s through fashion and hair play, an innovative feature, or simply a good story, there is a doll—large and small—for every girl. Below is a sampling of products across the doll category. Each Go! Go! Sports Girl doll from Dream Big Toy Company is dressed in the uniform of its particular sport and comes with accessories related to that sport. Dolls feature a unique secret message of encouragement embroidered on its belly. The latest characters to join the doll line will be Volleyball Girl and Cheerleader Girl (pictured), available in May.
Dream Big Toy Company
Through encouragement and practice, the Baby Alive Baby Wanna Walk doll learns to walk on its own. Its sensors allow the doll to recognize when it’s walking with its “mommy” or on its own. It also asks for help if it falls down and may ask for help getting back up.
Hasbro
The Favorite Friends line of 18-inch play dolls continues to expand with several fresh styles, such as Out on the Town (pictured right), the second fashion-forward doll designed by child fashion prodigy Cecilia Cassini. New outfits and accessories will also be added to the line.
Madame Alexander
Playmates is relaunching the Waterbabies line of water-filled dolls. Giggly Wiggly is a 13-inch baby doll that giggles when its tummy is tickled. The doll comes with a baby bottle and pacifier. Place one in the doll’s mouth, press its tummy, and the doll’s mouth moves so that it looks like the doll is drinking from the bottle or sucking the pacifier. All Waterbabies dolls are for ages 2 and up.
Playmates Toys
The new 14.5-inch Adora Giggle Time Babies have a soft body and are hand-made. The collection is available in five styles with three different skin tone and eye combinations. Activate the “giggle” feature by a gentle touch of the tummy. The dolls have life-like features such as a soft body and beanbag-weighted bottom and are machine washable. Also included are a magnetic pacifier and baby doll carrier. Dolls are for ages 2 and up.
Adora Dolls
Babipouce Blackcurrant is the latest edition to Corolle’s classic Babicorolle collection for newborns. The doll is a soft and huggable “first doll” that comes with a soft pink paisley outfit and knitted cap.
Corolle
TollyTots, a division of Jakks Pacific, will offer the new My Disney Princess Merida Toddler Doll, inspired by the upcoming Disney/Pixar film Brave. The 15-inch doll features Merida’s signature costume, brushable hair, poseable body, and bow and arrow.
TollyTots
32 TOYS & FAMILY ENTERTAINMENT APRIL 2012
The Bridge Direct will launch the Waverly and The Magic Seashells line at retail this fall. The first wave of dolls will include six unique mermaids: Waverly, Star, Amelia, Coralina, Mirabella, and Breena. The dolls are articulated at the waist and head, and they have soft, flowing hair for hairplay. Each doll comes with a different colored pearl that holds unique secrets, which are revealed in that doll’s voice when placed in the pearl reader in the Magic Seashell Playset. Each doll also comes with a scepter-shaped hairbrush and a special accessory to keep her pearl safe, such as a treasure chest, trophy cup, or pedestal.
The Bridge Direct
The Signature Dee Doll, pictured right, is a teen fashion designer who creates outfits with her group of friends. Dee’s dress depicts the New York City skyline and transforms from an A-line into a bubble skirt. The oversized flower in Dee’s hair can be worn in multiple ways. A bag and shoes are also included. The doll, part of Spin Master’s La Dee Da line, is for ages 6 and up and will be available in August.
Spin Master
The Monster High Create-A-Monster Starter Pack Assortment lets fans build and create their own Monster High doll. Each kit includes a torso, two sets of limbs, two heads, one hairstyle, two fashions, and additional accessories.
Mattel
Pinypon, a new line of collectible and customizable mini dolls, pets, playsets and vehicles, makes its U.S. debut after decades of success abroad. The line will include eight basic individual figures with additional figures available in multi-packs, themed packs, and playsets. With Pinypon, girls can swap outfits, accessories, hairstyles, and even faces to create their own customized Pinypon doll.
Famosa
kimmi junior are the “little sister” extension of the original collectible Kimmidoll line, based on the ancient Japanese kokeshi dolls used for good luck. The kimmi junior dolls feature fun designs and unique names related to messages about building friendships and having fun. Every kimmi junior comes with its own sticker and “friendship passport,” which features fun facts about the kimmi character. Pictured left is kimmi junior doll Jemma.
Kimmidoll
MGA Entertainment’s new Lalaloopsy Littles are the younger siblings of the Lalaloopsy characters. Dolls include Sprinkle Spice Cookie (Crumb’s sister), Bundles Snuggle Stuff (Mitten’s sister), Squirt Lil’ Top (Peanut’s sister), and Specs Reads-A-Lot (Bea’s sister).
MGA Entertainment
APRIL 2012 TOYS & FAMILY ENTERTAINMENT 33
ALL BABY & CHILD SPRING SHOW
BY
NANCY LOMBARDI
The annual spring educational conference is sponsored by All Baby & Child, Inc., producers of ABC Kids Expo. The educational conference provides specialty store retailers with the opportunity to gain important knowledge about relevant industry issues. The conference, which takes place April 25–27 in Las Vegas, features speakers, panels, and workshops. Built into the conference is a trade show and featured here is just a sampling of items that will be showcased. The ABC Kids Expo is scheduled for October 14–17, 2012, in Louisville, Ky.
Tiny Love
The Nature Night Light Mobile, from Tiny Love, provides babies with a visually stimulating light show and soothing music. As the friendly faced figures rotate using Tiny Loveʼs patented movement system, lights gently fade in and out between the figures for an engaging display. The mobileʼs modern design features fabric and plastic elements, and will blend with modern nursery décor. Nine different tunes play for up to 30 minutes through highquality speakers that have a variable volume adjustment. The music and light features can be used independently or together, and the mobile detaches when baby grows so the music box can remain on the crib. It is expected to be in stores this fall.
Trend Lab
Balboa
The Balboa Baby Nursing Cover with Red Poppy Trim allows mom to feel comfortable and confident nursing baby anywhere. The Nursing Cover is contoured to fit around mom and baby. The structured, reinforced neckline holds the fabric away from mom and baby, permitting eye contact which is essential between mothers and nursing babies. This helps babies focus on nursing by eliminating outside stimulation.
This Sherbet Bib and Buddy Set by Trend Lab features an endearing patched stuffed elephant and two bibs with a homespun feel. The bibs are backed with an absorbent cotton terrycloth and rickrack detailing, which is braided trim in a zig zag pattern. One bib features an elephant appliqué sewn onto an orange peel gingham, while a pink sherbet floral print and a paradise pink gingham trim add the finishing touches. The second bib features a paradise pink and white dot print, a summer green gingham print, and a pink sherbet floral trim. Stuffed elephant prints include: a pink sherbet floral print featuring shades of summer green, paradise pink, and yellow with touches of raspberry; an orange peel gingham print; and a summer green and white mini dot print. The elephant stands approximately 10 inches tall. Each bib measures 8.5 inches x 12.5 inches with a Velcro closure. Bib and Buddy Set coordinates with The Sherbet Collection.
34 TOYS & FAMILY ENTERTAINMENT APRIL 2012
Innobaby
Innobaby introduces baby food storage solutions. The Packin’SMART line (shown here) is a see-through clear container that stacks. Innobaby says it is the only stacking container that offers individual funnel-shaped inner lids for easier dispensing. It is the only stacking/interlocking clear case that uses a secure click design—it’s not a twist off. In addition to the line mentioned above, Innobaby has a line of glass food storage solutions. The borosilicate glass is unlike tempered glass because borosilicate glass can withstand sudden temperature changes so going from freezer to microwave or oven is safer. Innobaby says it is the only brand and manufacturer who uses this type of glass. Additionally, it is 100 percent airtight and leakproof, according to the company.
Regal Lager for Lascal
Regal Lager is distributing products in the U.S. for Sweden’s Lascal. The KiddyGuard Avant, from Lascal, is a modern spin on the classic baby safety gate. It is nearly invisible when not in use because it leaves the entryway free of the gate. It can be mounted inside a door or stairway opening or on the wall in front of the door or stairway opening. The gate unfurls much like a movie screen. After closing it, it will lock automatically or turn the button further to activate the manual lock.
4moms
From 4moms comes the Origami Stroller, which the company says is the world’s first power-folding stroller. At the touch of a button, it folds itself. In addition, this stroller offers a number of features for modern moms. The stroller features an LCD dashboard, which includes thermometer, speedometer, odometer, tripometer, and lifetime tripometer. There is a cell phone charger and optional cable accessory that can be used to charge a cell phone while walking. It is equipped with four cup holders, handlebar bag, storage, luggage-style pull wheels, one-push brake, four-wheel suspension, reclining seat, sunroof, and the ability to buckle in car seats/bassinets directly. There are daytime running lights that make mom and baby more visible all the time. There are also pathway lights located under the stroller that turn on automatically in low-light conditions, says the company. Lastly, built-in sensors detect when baby is in the seat so the stroller will never fold by accident.
Britax
Britax introduces its newest Britax Baby Carrier to provide the highest level of long-wearing comfort for both parent and growing baby. The carrier features the CarryLong System, which reduces the risk of back and shoulder strain during extended wear by distributing weight across the shoulders, back, and hips. The ergonomic carrier allows the parent to face baby inward or outward and accommodates infants from eight pounds to toddlers up to 32 pounds. Engineered for simple daily use, this over-the-head design makes it easy to get the carrier on and off. The one-handed buckle and snap simplify getting baby in and out of the carrier, and both the harness and waist belt straps have been constructed for easy adjustment. In addition, there is adjustable head support and leg loops that provide head and neck stability for younger infants and a secure fit for smaller babies. A secure harness and pouch design ensures that baby will stay securely within the carrier.
APRIL 2012 TOYS & FAMILY ENTERTAINMENT 35
BY JENNIFER LYNCH
Spooner Plays with a Purpose pooner’s mission—play with a purpose—is the driving force that has kept the company’s founders focused on getting the product into kids’ hands despite the challenge of having no budget to accomplish the task. Spooner, a stability sports board, is an idea that started in the back of the Old Town Surf Shop in San Diego in 2007. Bernie Miller, CEO, and Randy Putland, CFO, who cut the first board, realized the spoon shape worked better without wheels, allowing its riders to still pivot like they would on a surfboard, snowboard, or skateboard—but more safely. The following year, Miller got the on-air talent from a local morning show to demonstrate how the board worked at an after-school program. With that Spooner began to target physical education programs throughout the U.S. After two years of slow sales, Reuben Guymer joined the company full-time in 2009 as vice-president of sales and marketing. The group then mapped out a game plan. Despite financial constraints, the plan was to demo the product at any show and any location they could. They turned Guymer’s one bedroom apartment in La Jolla into Spooner’s marketing office and started booking shows. “Whatever show we could do, whether it was a farmer’s market or a street fair or an afterschool show or something happening on the Fourth of July, we would do whatever it took,” says Miller. “We called ourselves street carnies, sleeping in our van on fair grounds.” It was at places such as the Harmony Festival in Santa Rosa, Calif., where Spooner began to film everything they did to use for future in-store displays and promotion. “It wasn’t a very normal market-
S
36 TOYS & FAMILY ENTERTAINMENT APRIL 2012
ing strategy,” says Miller. “We did it the best way we could because we had no money to do it.” What kept the Spooner team going was the positive response they received everywhere they went. “Here we were, three surfer dudes with no money, just going to these shows, doing the best we could,” Miller says. “It kept that positive vibe going.” But the tide finally turned in the surfers’ favor when P.E. teachers across the country began incorporating the Spooner into their curriculum. Sales began to pick up with the afterThe classic Spooner school programs and helps kids learn stability. from there the product was also adapted into early childhood development programs. In March 2010, Spooner was finally able to condense its business—manufacturing, sales and marketing, and bookkeeping—all under one roof. “What really set us off in the retail market was when a Learning Express store in Cyprus, Texas called us up,” says Miller. A local school wanted to know where their students could buy Spooners, and Learning Express wanted a shipment. By summer 2010, Spooner had talked with Learning Express corporate and was on sale in 60 of its stores and 40 other locations. The next year it debuted at Toy Fair. Kids ages 2—92 are at the center of Spooner’s mission, with a sweet spot age of 4. Spooner says it is so committed to quality that it continues to work with the same plastic suppliers from its
launch and Spooner is manufactured in the U.S. “A lot of companies aren’t thinking about the kids anymore,” Miller says. “They are thinking about how they can meet the low price points big retailers want to offer. Some companies try to build cheaper. We’re not worried about building cheaper. We want to build a solid product and our guarantee stands for it.” That guarantee has no limitations and is good to last as long as the life of the planet. However Miller says, if you do wear a hole in a Spooner, you’d have to wait for the applause to stop before he can hand you a new board. This year, Spooner introduced two new boards to its line, the Yardboard and the OLY board. Unlike a snowboard, which is more difficult for kids to step out of if they fall, the Yardboard uses a rope so they can learn new tricks with less danger. And because every young boarder wants to learn how to do an ollie, Spooner created the OLY board, which is made of a more flexible co-poly blend so more advanced riders can do more tricks. For those, who are unfamiliar, an ollie is a foundation skateboard trick that involves snapping the tail of the board down and sliding your front foot forward to pop the board into the air. “Our goal has always been to help kids get better stability, better balance, and to be more active,” Miller says. “Some people tell us ‘Oh you should contact Microsoft for Wii’ and I’m thinking, ‘That’s not what we’re about. We’re trying to get kids off the video games. We want to get back to kids using their own imaginations, thinking outside of the box.’” Miller says the Spooner is the perfect instrument to do just that.
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EVENTS OF
CALENDAR
Industry-Related Trade Shows MAY 8–10
Sweets & Snacks Expo
sweetsandsnacks.com toyassociation.org
Gaylord National Hotel and Conference Center
McCormick Place
Chicago
4–7
BookExpo America
bookexpoamerica.com
Jacob Javits Convention Center
New York City
12–14
Licensing International Expo
licensingexpo.com
Mandalay Bay Convention Center
Las Vegas
15–18
30–6/3
JUNE 5–7
10–13
JULY
PlayCon & DC Fly-In Origins Games Fair
Electronics Entertainment Expo ASTRA Marketplace
originsgames.com
Greater Columbus Convention Center
e3expo.com
Los Angeles Convention Center
astramarketplace.org
Baltimore Convention Center
National Harbor, Md.
Columbus, Ohio
Los Angeles Baltimore
12–15
Comic-Con International
comic-con.org
San Diego Convention Center
San Diego
18–22
New York International Gift Fair
nyigf.com
Jacob Javits Convention Center
New York City
AUGUST
SEPTEMBER 28
TIME TO PLAY FALL SHOWCASE
TIMETOPLAYMAG.COM
THE ALTMAN BUILDING
NEW YORK CITY
1–4
G2E
globalgamingexpo.com
The Sands Expo & Convention Center
Las Vegas
6–7
MIPJunior
mipworld.com
14–17
ABC Kids Expo
theabcshow.com
Kentucky Exposition Center
Louisville
15–16
Toy & Game Inventor Conference
tandgcon.com
Navy Pier
Chicago
OCTOBER 2–4 2–4
8–11
11–14
TIA Fall Toy Preview PB&J
MIPCOM
iHobby Expo
NOVEMBER 17–18
Chicago Toy & Game Fair
38 TOYS & FAMILY ENTERTAINMENT APRIL 2012
toyassociation.org pbandjshow.com
mipworld.com
ihobbyexpo.com
chitag.com
Dallas Market Center
Dallas Market Center
Palais des Festivals Palais des Festivals
The I–X Center
Navy Pier
Dallas
Dallas
Cannes, France Cannes, France
Cleveland
Chicago