& MORE • TRENDS • BRANDS • LICENSING
• Hong Kong Vendor Guide 2014
•
• A Look at Halloween Trends
TOYS
Vol. 9, No. 1, December 2013
• Social Media Drives D.I.Y. Arts & Crafts
December 2013 Volume 9, No. 1
features 16 Social Media Fuels the D.I.Y. Movement in Activity Toys
on this page
by Jennifer Lynch
20 Product Presentation: Activity Toys by Jennifer Lynch
22 Halloween Sales on the Rise as Holiday Approaches Weekend Cycle by Nancy Lombardi
24 Product Presentation: Halloween and Roleplay Toys by Nancy Lombardi
28 Product Presentation: Impulse Toys by Jennifer Lynch
32 Specialty Emporium: Cloud b by Jennifer Lynch
departments 4 6 8
INSERT: HONG KONG VENDOR GUIDE 2014
Observations & Opinions Sizzlers
The Ticker
10
Entertainment Marketplace:
12
Industry Forum: TIA
Daniel Tiger’s Neighborhood
14
Merchandise Makers:
34
You’re Hired
38
International Playthings
Calendar of Events
From the left: Glitzi Globes from Moose Toys; Teenage Mutant Ninja Turtle Costume from Rubie’s Costume Company; Mickey Mouse Pumpkin Push-In from Gemmy; Rainbow Loom bracelets from Choon’s Design; International Playthings; A scene from Daniel Tiger’s Neighborhood; Cloud b
on the cover
From the left is Alex Toys’ Duct Tape Messenger Bag; The Original Spirograph 3-D Design Kit from Kahootz; Cra-Z-Art’s Shimmer ’N Sparkle Cra-Z-Loom. Bottom left is RoseArt’s Magic Fun Dough Volcano Valley; Klutz’s Pom-Pom Puppies; Crayola’s See-Thru Light Designer
cover created by Jennifer Lynch
OBSERVATIONS & OPINIONS
WWW.ANBMEDIA.COM
Finding Sales Opportunities Overseas BY BOB GLASER
arlier this year the Chinese government announced that it is easing its long-standing one-child-per-couple restriction. Could this be good news for toy manufacturers? It is too early to tell right now how many Chinese families will opt to have a second child, but any new potential toy customer is reason for optimism. And it certainly seems that any optimism these days comes from outside the U.S. market. For several years now, U.S. toy manufacturers have been telling me that increased sales of toys are coming from international channels while the domestic toy market continues to hover around $20 billion in sales annually. The Toy Industry Association (TIA) is recognizing the international opportunity and is launching programs to help its members navigate non-U.S. markets. For a more in-depth look of how the TIA plans to help companies—especially small- to mid-size companies— turn to page 12 as TIA president, Carter Keithley explains the initiatives. As of press time, it’s too early to judge how the all-important holiday-selling season will fare. While commuting to work one morning, I read two different projections about holiday sales. One prediction, of course, had sales rising this holiday season compared with the past few years while the other prediction had sales down from past years. Part of this disparity stems from the different segments that still remain in our economy. Walmart launched its Black Friday deals more than week before Thanksgiving because the Walmart shopper is still struggling financially. However, on the upper end of the economy, consumers are spending, whether it’s on luxury goods, vehicles, or home improvements. And just when will these shoppers be spending? That has been a topic of conversation in our office. One camp believes that most holiday shopping is completed shortly after Thanksgiving, moving into the first week of December. However, the other camp believes the last two weeks before Christmas is when the bulk of the shopping happens. Statistics from various retail organizations support both theories. Regardless of the answer, retail is nervous this year and, as a result, they are coming out swinging early. It seemed as if the Black Friday deals began on Halloween. Many retailers will be open on Thanksgiving. (Even though our economy is driven by consumer spending, I personally don’t think opening stores on Thanksgiving is necessary.) Yet, one thing is certain and that’s online sales will rise again this year, especially as more consumers than last year have tablets and smartphones, allowing them to shop in-store or while on the go—such as during a mass-transit commute. Whenever, wherever, or however shoppers spend their money, let’s hope they do spend a good portion of it on toys, giving the industry the much-needed gift of increased sales.
E
All of us at aNb Media wish you a happy and healthy holiday season.
4 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
December 2013 • Volume 9, Number 1 PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING DIRECTOR 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 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 CARTER KEITHLEY; HONG KONG TRADE DEVELOPMENT COUNCIL 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 four times per year by aNb Media. Copyright 2013 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.
Despicable Me 2 Minion Dave
BIG HUGS ELMO Hasbro
CRAYOLA MARKER MAKER Crayola
DESPICABLE ME 2 MINION DAVE Thinkway Toys
DISNEY PLANES DIE-CAST ASSORTMENT Mattel
DOC MCSTUFFINS MAKE ME BETTER STUFFY PLAYSET Just Play DOC MCSTUFFINS GET BETTER CHECK UP CENTER Just Play DOC MCSTUFFINS TIME FOR YOUR CHECKUP DOLL Just Play FLUTTERBYE FAIRY Spin Master
HEDBANZ ACT UP GAME Spin Master
HEXBUG NANO V2 ASSORTMENT Innovation First
HOT WHEELS TRIPLE TRACK TWISTER Mattel
6 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
Doc McStuffins Make Me Better Stuffy Playset
LAUGH & LEARN CRAWL AROUND CAR Fisher-Price LEAPPAD ULTRA LeapFrog LEAPREADER LeapFrog
MONSTER HIGH 13 WISHES DOLL ASSORTMENT Mattel MY LITTLE PONY EQUESTRIA GIRLS Hasbro
NERF N-STRIKE ELITE CENTURION BLASTER Hasbro
SHIMMER ’N SPARKLE CRA-Z-LOOM BRACELET MAKER Cra-Z-Art
TEENAGE MUTANT NINJA TURTLES FIGURE ASSORTMENT Playmates Toys VTECH GO! GO! SMART WHEELS ASSORTMENT VTech ZOOMER Spin Master
Big Hugs Elmo
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THE TICKER
A Recap of Industry Headlines • For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Alerts
NBCUNIVERSAL ACQUIRES SPROUT
The NBCUniversal Cable Entertainment Group has increased its stake to full ownership of Sprout, the 24-hour preschool network, following a buyout of its remaining partners at PBS and HIT Television Ventures, a company controlled by Apax Funds. Launched in 2005 as a joint venture among Comcast, PBS, Sesame Workshop, and HIT Entertainment, Sprout will now be 100 percent owned and integrated within the Cable Entertainment Group as it works to build an overall kids and family entertainment strategy. “We see enormous potential in Sprout, and we are committed to our investment in the kids and family arena,” said Bonnie Hammer, chairman, NBCUniversal Cable Entertainment, in a statement. “This acquisition furthers our strategy to create and deliver the very best content across all of our audiences.” With programming structured to follow the day of the child from morning to night, Sprout features original programming, including The Chica Show and Noodle and Doodle as well as Caillou, Sesame Street, Lazytown, and Tree Fu Tom. Sprout’s hosted programming blocks include The Sunny Side Up Show and The Good Night Show.
ASTRA JOINS TRADE GROUP TO ADVOCATE FOR INDEPENDENT BUSINESS
The American Specialty Toy Retailing Association (ASTRA) has joined with six other organizations to launch the Advocates for Independent Business (AIB). AIB is a new coalition of trade associations and other groups dedicated to ensuring that locally owned, independent businesses succeed and thrive. ASTRA co-founded the coalition together with the American Booksellers Association, American Independent Business Alliance, Independent Running Retailers Association, National Bicycle Dealers Association, Professional Association of Innkeepers International, and Record Store Day. The coalition will be reaching out to other trade associations. Membership is open to organizations that primarily represent independent, locally owned businesses. AIB will provide a structure for its member organizations to exchange information about successful programs that deliver value for their members, generate new ideas to support independent businesses, and work together to advocate for shared public policy goals.
PATCH TO DISTRIBUTE STRATEGO
Patch Products announced that it has signed a license and distribution agreement with Royal Jumbo, which grants Patch the exclusive right to market and distribute Stratego products in the United States and Canada, effective January 1, 2014. Stratego is the classic game of battlefield strategy that has sold more than 20 million copies worldwide. Over its 50 years, Stratego has had a variety of different themes, looks and rules, but the challenge always remains the same: Capture the Flag.
8 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
GENIUS BRANDS INTERNATIONAL, A SQUARED ENTERTAINMENT MERGE
Genius Brands International, Inc., and A Squared Entertainment, LLC announced a merger to form an intellectual property (IP) and multimedia content creation and distribution company. The two companies will be consolidated under the Genius Brands International banner. Andy Heyward, formerly CEO of DIC Entertainment and co-president of A Squared Entertainment, will assume the role of chairman and CEO of Genius Brands International; Amy Moynihan Heyward, formerly co-president of A Squared Entertainment, will serve as president; and Klaus Moeller, currently CEO of Genius, will become Genius Brands vice-president of special markets. The new Genius Brands International board of directors will consist of former California Governor Gray Davis; Jeff Weiss, president and COO of American Greetings Corp.; Lynne Segall, publisher and senior vice-president of The Hollywood Reporter; Will McDonough, founding partner of Atlas Merchant Capital and a former partner at Goldman Sachs; and Bernard Cahill, co-founder of ROAR. Moeller, Heyward, and Moynihan Heyward complete the board of directors. In addition to Warren Buffett’s Secret Millionaire’s Club, A Squared Entertainment created Martha & Friends with Martha Stewart; and Gisele & the Green Team with Gisele Bündchen. Thomas Edison’s Secret Lab is currently in development. The company also has an exclusive partnership with Stan Lee’s POW! Entertainment and Archie Comics. Together, they have created Stan Lee Comics and have four new superhero series in development. The first, Stan Lee’s Mighty 7, launched earlier this year as a comic book series, with a trilogy of original films debuting early next year. Genius Brands International features Baby Genius musical baby toys and music-based products—including a library of more than 500 toddler tunes, 11 developmental videos in multiple languages, a collection of learning toys, extensive content, apps, and much more.
DECEMBER 2013 TOYS & FAMILY ENTERTAINMENT 9
ENTERTAINMENT MARKETPLACE
DANIEL TIGER’S NEIGHBORHOOD BY
NANCY LOMBARDI
oday’s parents and grandparents will fondly remember Mister Rogers’ Neighborhood, starring Fred Rogers. The series aired for more than 30 seasons starting in the late 1960s until 2001. In the series, Rogers spoke directly to children in a gentle tone emphasizing his quiet simplicity. The series became famous for many things, one of which was its segments where viewers were brought into the Neighborhood of Make-Believe. It was a world inhabited by puppets and one puppet in particular, Daniel Striped Tiger, will now have a hand in influencing subsequent generations of children through a new PBS TV series. Daniel Tiger’s Neighborhood is the first TV series inspired by Mister Rogers’ Neighborhood. Daniel Tiger is positioned as the son of Daniel Striped Tiger. In Daniel Tiger’s Neighborhood, 4-year-old Daniel invites preschoolers into his world, giving them a kid’s eye view of his life. Kids will closely follow and share Daniel’s everyday adventures, along with Daniel’s friends Katerina Kittycat, Prince Wednesday, Miss Elaina, and O the Owl. The group is shown in the photo on the upper right. The spirit of Mister Rogers’ Neighborhood lives on in this new series, as Daniel Tiger’s Neighborhood echoes the legacy of Fred Rogers by stressing make believe and imaginative play as tools for learning. Daniel Tiger’s Neighborhood stresses a school-readiness curriculum and routine and positions parents and adults as role models. In addition, preschoolers are taught how to deal with disappointment, new experiences, separation, anger, friendship, love, curiosity, and much more. Daniel Tiger’s Neighborhood launched on PBS Kids in the U.S. over Labor Day weekend in 2012. The series airs in Canada on CBC and international sales are in development. While the series may channel some classic themes from Fred Rogers, Daniel Tiger’s Neighborhood has a fan base that is firmly planted in today’s tech world. While many kids are tuning into PBS to watch, the series has tremendous reach on mobile devices. The series is the No. 1 PBS program streamed online and on mobile video since it launched. It averages 23 million streams per month. The series website has been averaging more than 800,000 unique monthly visitors. In addition, the first three seasons are available for purchase on iTunes and 22 songs are available for download. Also, the Play at Home with Daniel app, available for both iOS and Android, had 24,000 download in its first two weeks. While parents and grandparents remember the days of tuning into PBS to watch Mister Rogers’ Neighborhood, today’s fans of Daniel Tiger’s Neighborhood are enjoying the series whether at home or on the go, allowing the series to reach a wider audience of kids who will benefit from its message.
T
10 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
NEED
TO
KNOW
Daniel Tiger, pictured in the center above, is the 4-year-old son of Daniel Striped Tiger (who was voiced by Fred Rogers in the original Mister Rogers’ Neighborhood), the first puppet ever to appear on Mister Rogers’ Neighborhood.
Jakks Pacific is the master toy partner for Daniel Tiger’s Neighborhood, which includes products from the company’s Tollytots, Disguise, and Moose Mountain Toymakers divisions.
The Tollytots line is now available at Toys “R” Us. It is expected to have wide distribution at mass and specialty in spring 2014. Additional products from myriad licensees will follow in fall 2014. Daniel Tiger’s Neighborhood is owned by The Fred Rogers Company. The series is animated by 9 Story Entertainment. It is co-created and executive produced by Out of the Blue Enterprises, which also serves as the licensing agent for the property in cooperation with Licensing Street. The series airs on PBS in the U.S.
Disguise, a division of Jakks Pacific, has an assortment of costumes for fans of the series. The Daniel Tiger Classic Costume is an easy-to-wear jumpsuit featuring an attached sweater-and-watch detail and soft character headpiece with Velcro closure. The Daniel Tiger Deluxe Costume is a soft plush jumpsuit that features an attached sweater-and-watch detail with soft character headpiece featuring an embroidered face and Velcro closure. The Katerina Kittycat Deluxe Costume is a dress with detachable plush tail. The plush character headpiece features embroidered details and Velcro closure. A pair of plush glovettes is also included.
DISGUISE
Simon & Schuster is releasing a line of books in early 2014 to complement the TV series. Welcome to the Neighborhood!, shown here, tells the story of a special visitor that will be arriving in the Neighborhood of Make-Believe. Readers will get to meet everyone in the Neighborhood while Daniel Tiger arranges a welcome party. By the end of the book, kids learn that they are the special visitor. Additional titles in the line include Thank You Day, A Ride Through the Neighborhood, Meet the Neighbors, and Goodnight, Daniel Tiger.
University Games basic puzzle and Colorforms assortments feature the characters and scenes from the TV series. There is the Colorforms 3-D Deluxe Playset and the Colorforms Fun Pockets for on-the-go play. The puzzle line features a 24-piece puzzle illustrating the show’s classroom (shown here) and a 24-piece puzzle showing the town and the show’s signature trolley. Both puzzles are for ages 3 and up.
UNIVERSITY GAMES
Moose Mountain Toymakers, a division of Jakks Pacific, introduces a line of Daniel Tiger’s Neighborhood-themed products. Shown here is the Trolley Ride-On, for ages 1 and up. It features flashing lights and sounds and plays the show’s theme song with the touch of a button. Featuring graphics from the show, there is under-seat storage and a push-bar handle. Also available from Moose Mountain featuring Daniel Tiger and his friends are ball pits, playtents, and a pull-along wagon.
MOOSE MOUNTAIN TOYMAKERS
SIMON & SCHUSTER
From Jakks Pacific’s Tollytots division comes two items—now available at Toys “R” Us—that allow children to roleplay scenes from the TV series. Daniel Tiger’s Neighborhood Imagination Treehouse (shown), for ages 3 and up, is a threein-one playset with 13 different features such as the snappy space station slide to the rocket elevator. Katerina really twirls on the dance floor while music plays, and Daniel’s hidden telescope tower is the perfect place for exploring space. The playset is shown here. Daniel Tiger’s Neighborhood Trolley allows kids to load up Daniel Tiger and his friends and then pull back the trolley to make it go.
TOLLYTOTS
The Daniel Tiger app helps children roleplay everyday experiences so they learn a little bit more about their place in the world. For example in the Play Doctor Daniel game, kids use the instruments that doctors use. When children roleplay what happens during a doctor visit, they’re in charge. That can make it easier to manage when they have to be the patient. There are also similar games for a bedtime and bathroom routine. The Daniel Tiger app was developed by Cloud Kid in partnership with PBS and The Fred Rogers Company.
CLOUD KID
DECEMBER 2013 TOYS & FAMILY ENTERTAINMENT 11
INDUSTRY FORUM
HELPING TIA MEMBERS NAVIGATE BY
CARTER KEITHLEY, TIA
t is no secret that the toy industry is becoming increasingly global in scope. In 2000, U.S. toy sales were just under $18.9 billion, and global toy sales were approximately $55 billion. By 2012, global toy sales had risen by more than 50 percent while U.S. toy sales were about $20 billion. Toy sales outside the U.S. are increasingly crucial to the profitability of American toy companies. Toy sales in the U.S. were relatively flat throughout the third quarter of 2013, but American companies already engaged in global sales are reporting that business in international markets is growing fast enough to pick up slack demand in the U.S. One company said that its North American sales were up by 3 percent while its sales overseas grew 9 percent; another company reported a dip in U.S. sales but enjoyed an 11 percent spike in international sales. Clearly, the vast majority of growth in the toy market is occurring overseas. In light of this rapid globalization, the Toy Industry Association (TIA) is launching programs to help small- to medium-size U.S. member companies navigate the shifting marketplace.
I
Latin America and Asia are markets of particular interest to American toy companies due to the expanding number of children under age 14 in each market, as well as the increasing prosperity of their middle-class families. Accordingly, TIA, in conjunction with experienced foreign market consultancies, is undertaking extensive market research to help its smaller member companies enter
ANALYZING FOREIGN MARKETS
12 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
A
GLOBAL MARKETPLACE
the Brazilian and Chinese markets. The research will provide crucial information on market demographics and consumer habits, as well as insights into industry influencers and market entry strategies. The findings of this research will be presented at TIA’s American International Toy Fair, which takes place in New York City on February 16–19, 2014.
EXPANDING INTERNATIONAL RELATIONSHIPS
TIA’s Toy Fair is an increasingly international event, connecting North American toy sellers with retail buyers from around the world. Attendance by overseas buyers and toy trade media has ballooned in the past three years, and industry representatives from more than 100 countries will attend Toy Fair 2014. Buyers from emerging as well as developed foreign markets are flocking to Toy Fair in ever-larger numbers to shop for the newest and most innovative toys the world has to offer. (Toy Fair registration is now open; for more information, visit www.ToyFairNY.com.) U.S. toy companies looking to expand their business internationally often face market access barriers due to variations between international regulations and standards. TIA works with U.S. and foreign government officials to promote the alignment of global toy safety standards and good regulatory practices in countries developing or improving their own toy safety measures. Resolving the differences in safety stan-
SUPPORTING FREE TRADE
dards and conformance requirements is an arduous effort in large part due to the subjectivity that is often at the root of these variations. With this in mind, TIA has been vigorously advocating for mutual recognition of toy safety regimes, since data confirms that toys are equally safe under the various systems. To facilitate trade in the meantime, TIA provides education to its smaller member companies to help them comply with existing safety requirements in foreign markets that might be a barrier to sales. As experts continue to learn more about child development, the longstanding global conversation on the value of play has been reinvigorated. International bodies have begun to consider and develop policies concerned with children’s right to play. This past spring, TIA met with the U.S. Play Coalition and members of the International Council of Toy Industries (ICTI) to develop the International Observatory on the Value of Play, with the goal of supporting research on and raising public awareness of the importance of toys, games, and play. To learn more about how TIA is participating in the conversation about the value of play, visit TIA’s website for consumers, www.ToyInfo.org.
PROMOTING
THE
VALUE
OF
PLAY
Carter Keithley is president of the Toy Industry Association (TIA).
MERCHANDISE MAKERS
: PLAYING BY JENNIFER LYNCH
ith a portfolio of brands as varied as International Playthings LLC (IPL), it’s apparent that diversification has played a large role in the company’s continued growth. And it’s a concept that continues to dominate the mind-set of the company. “It’s one of the foundations the company was built on,” says David Shapiro, vice-president of marketing. “Whether consumers are looking for an infant or preschool toy, a construction toy, or arts and crafts toy, International Playthings seeks to service that need.” And meeting those needs often starts at the very beginning for IPL, or more specifically with its Earlyears proprietary brand. “In a lot of ways, it’s the gatekeeper to our other brands for consumers,” says Shapiro. “It’s often the first IPL product they purchase and we want that purchase to be a good experience. We spend a lot of time and attention looking at product, categories, and sub-categories to ensure we offer a good mix.” Under the Earlyears banner, the company consistently looks to offer multiple types of play to take mom and baby from crib to floor to car and more, and do so in ways that meets both their needs. For example, the Click, Rattle ‘n’ Roll Caterpillar features removeable rattle balls that baby can crawl and chase after as he moves through different stages of development. And for moms, product throughout the line features coordinating prints, patterns, and packaging that make the brand recognizable as they hunt for additional product for baby.
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14 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
While the company ultimately has more control over the development of its own IPs, such as Earlyears, it still seeks the same qualities in the brands it distributes. “We spend a fair amount of our travel time talking to companies around the globe and viewing different product lines,” says Shapiro. “And right at the top of the criteria we use to evaluate new products and brands is quality, stayingpower, and the overall ability to engross our consumer, and ultimately the child, in that brand and in that product.” Calico Critters Adventure Treehouse
Heading into 2014, IPL is adding two new brands to its portfolio, both of which unofficially launched at Fall Toy Preview in October and will officially launch at the 2014 American International Toy Fair in February. Continuing to grow its infant and preschool offerings beyond Earlyears and its equally-successful Hello Kitty line in new ways, IPL will introduce the Beezeebee baby bath line. “It again speaks to the diverse product offerings we look for,” says Shapiro. While the company has offered some bath toys in the past, this line will feature an innovative mix of offerings such as floating stackable puzzles and in-
FOR
GROWTH
bath activity centers. Similarly, the company is looking to carve out a slice of the arts & crafts pie with distribution of the tween-targeted Craft Scene jewelry-making kits from the UK company Interplay. (IPL currently distributes Interplay’s Wild! Science line.) “What’s unique about this line is that it will be targeted toward a slightly older audience than many of our other brands,” says Shapiro. As the company moves into 2014, it is also taking steps to up its promotions for both its existing and new brands. “We’re working a lot more diligently, with efforts both inside and outside the company, to market our brands in an intelligent, state-of-theart way that speaks to consumers through social media, online marketing, and other things of that nature,” says Shapiro. This includes Facebook contests, digital advertising, increased blogger outreach, and more. And at the center of these efforts is one of the company’s leading brands—Calico Critters. As the company continues to expand the brand with new themes, environments, and playsets, it is also testing digital platforms to see which fit best with the brand’s traditional, yet timeless play pattern. From there IPL plans to roll out a program, first on a regional basis as this year comes to an end then on a national scale in 2014. Likewise, the company is now working on campaigns for Earlyears and its preschool brand Kidoozie. “Ultimately, there’s both a marketing prong as well as a product prong to our strategy,” says Shapiro. “We need to have both in line to meet our expectations as well as the expectations of our customers.”
SOCIAL MEDIA FUELS THE D.I.Y. MOVEMENT BY JENNIFER LYNCH
t started at summer camps with handcrafted loom bracelets lurking up the arms of campers and hitching a ride home with them for a sales boost timed to back to school. As of press time, some schools in New York City have even instated a ban on the jewelry. So, from bracelets to necklaces to rings and more, loom jewelry making is evidently one of the hottest trends of 2013.
I
the growing use of social media and online tutorials, which further breaks down and expands the process, have driven its popularity as well as the overall D.I.Y. movement, he says.
Social Media Fuels D.I.Y
For the digital generation, if you want a stepby-step guide for a D.I.Y. project you turn to the web. “In the age of social media and over sharing, it’s the norm to show off your creativity across social media,” says Paul Solomon, coA Looming Trend CEO of Moose Toys. “We’ve seen this trickle So what has driven and differentiated down to kids’ projects and many parents today loom bracelet makers such as Choon pinning, posting, and sharing the artwork their Design’s Rainbow Loom and Cra-Z-Art’s children are creating.” Shimmer ’n Sparkle Cra-Z-Loom from its As a result, for toy makers and craft manupredecessors such as friendship bracelets or facturers, the digital avenues of YouTube, the collectible Silly Bandz? “There is more Pinterest, and others are proving to be the perof a community feel with the Rainbow fect, unsolicited word-of-mouth marketing tool Loom,” says Philo Pappas, executive viceto drive consumers to the craft aisle. president of category management for “Social media in general, and Pinterest in Accessories created using the Rainbow Loom. Image courtesy of Michaels, which is the Michaels Stores, which is the exclusive particular, have brought crafting to the forefront mass distribution partner for Choon’s Design. mass distribution partner for the Rainbow of American pastimes,” says Tom Prichard, Loom. “Kids are actually getting together president of RoseArt. “No longer do you have to and sharing design ideas and techniques while making [their] creations.” be a fine artist to be considered crafty. D.I.Y. crafters have provided a This unlimited creativity factor combined with the simplicity of these whole new perspective on crafting, with many projects focused on non-tralooms further adds to their success, says Dawn Gross, Cra-Z-Art’s brand ditional children’s activities.” And just as many toy trends draw from pop manager for Cra-Z-Loom and girls’ craft and activity toys. “Boys and culture, many craft-focused companies are likewise using social media girls are both wearing and sharing Cra-Z-Loom rubber band creations,” sites as reference points for new product. RoseArt, for example, drew says Gross. “It is all about imagination and all the different types of rub- inspiration from Pinterest to develop its Crafty Candy craft kits for tweens, ber bands, including glitter, glow, and tie-dye varieties.” Looms such as capitalizing on trends such as decorative tape with its Tapestries Tape kit. the Cra-Z-Loom and Rainbow Loom in and of themselves simply Similar kits such as Alex’s line of Duct Tape jewelry and accessory makachieved the aim of many craft companies—make an already growing ing kits have also launched. trend easier to do and thus, more accessible. (Inventor Cheong-Choon These sites can also indicate when the timing may be right to reignite a Ng’s own daughters, who were hand-knotting the mini rubber bands, brand in new ways in this space. This year, Kahootz re-introduced the wellinspired the idea for the Rainbow Loom.) known art and design tool Spirograph and put a new crafty spin on it. “We Loom jewelry making is admittedly a trend that will likely fade in pop- saw artists and crafters on sites such as Etsy using vintage Spirograph sets ularity over the next year, says Ng, president of Choon’s Design. But it’s to make really sophisticated, amazing creations,” says Brent Oeschger, coalso one craft that exemplifies how a little bit of innovation combined with founder of Kahootz Toys. “So we focused our development strategy on cre-
16 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
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ating products that captured that same spirit.” Kahootz’ line of Spirograph activity kits has taken the Spirograph tool and its designs and incorporated them into other timeless, yet kid-friendly, crafts such as scrapbooking, painting, string art, and more.
Defining the D.I.Y Crafter
Encouraging consumers to look at crafts in new ways also means looking at target consumers in new ways as well. And the craft companies are eyeing the intersection of digital and classic crafts and are finding tween girls. “Manufacturers and retailers have identified tweens as a market segment that is fashion-oriented with high-spending power and decision-making ability,” says RoseArt’s Prichard. “Thus more product is being offered for kids, and especially girls ages 9–12.” And in the craft space fashion plays a big role in reaching these consumers. “Tweens are discerning and want finished products that not only reflect their own unique personality and style, but also look trendy and current rather than homemade,” says Andy Bailen, executive vicepresident, merchandising and retail at Alex Toys. “The actual form and function of the products themselves also have to fit their lifestyle.” While many crafts aim to be gender neutral, companies are also taking more steps to offer activities geared specifically to boys. And the right license (such as Klutz’ Star Wars-branded crafts) or theme can make a difference when it comes to this audience. This year Crayola introduced its all-new Create2Destroy line of activity toys geared toward boys. Featuring two series—Fortress Invasion and Dino Destruction—it capitalizes on popular play patterns for boys (dinosaurs and battle). “The line invites young builders to let their imaginations
Above: Crayola Create2Destroy Dino Destruction right: Kahootz’ Spirograph Scrapbook
run wild and get carried away to create anything they set their minds to,” says Julie Lando, Crayola spokesperson.
Back to the Basics
Crayola continues to work to find a balance between incorporating new technology and reinventing its classic play, such as with its latest Crayola Marker Maker and Melt ‘n Mold Factory kits. “Crayola knows that kids want to be in control of their creative experiences, and has therefore been working to develop innovative products that would allow for this,” says Lando. “Providing kids with the ability to create their own custom versions of Crayola’s infamous markers and crayons is an activity that . . . strongly delivers on this consumer insight in a simple, fun, and engaging way that provides multiple layers of surprise throughout the process.” Sometimes in response to technology overload and sometimes in a nostalgic effort to give their children a similar play experience to their own, off-screen creative play experiences such as
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those from Crayola are something parents will continue to turn to the craft aisle to find. But they also want these experiences to be personalized and reused by their child. “People are repurposing and re-envisioning items to make them new again,” says Moose Toys’ Solomon. Moose’s Gelarti line taps into this trend through the medium of sticker making, letting kids create unique reusable (and residue-free) gel stickers. “One thing parents look for is a secondary use once the craft is completed,” says Stephanie Carver, marketing manager for The Orb Factory. She adds that Orb is expanding its PlushCraft fabric-by-numbers line with new fabrics and shapes, which can be used as ontrend room décor. This reusability not only adds play value for a child but purchase value for the parent. Klutz also encourages repeat play through an approach that revolves around the how-to process of its activity kits such as its Toolbox Jewelry, which teaches kids how to use nuts, bolts, and the other toolbox finds to make jewelry. “The idea is that hopefully kids will take the knowledge they gather and extend it further to look around the house for other things and materials to repurpose and reuse,” says Jeff Pinsker, president of Klutz. “In the process, it teaches kids to look at their world in a different way and to look at everything as an opportunity to teach themselves something new.” So whether kids are repurposing bolts and duct tape for crafts, using an iPad to virtually paint a picture, or watching YouTube videos to learn a new loom design, the ultimate key to a successful craft isn’t always the end result but about the creative process that got them there.
Activity Toys
BY JENNIFER LYNCH
While classic play remains a driving force in the arts & crafts space, the rise of D.I.Y., craft-focused social sites and blogs has also had a key influence on the companies developing new product. Below is a small sampling of the latest and hottest items in the category.
Cra-Z-Art
The Cra-Z-Art Shimmer ‘n Sparkle Cra-Z-Loom Bracelet Maker turns ordinary rubber bands into simple loop, weave and wear designs, including bracelets, necklaces, rings, and more. The kit includes 600 latex-free rubber bands of assorted colors, the Cra-Z-Loom Bracelet Maker, s-hooks, a weaving hook, and an instruction booklet. The kit is for ages 6 and up.
RoseArt
RoseArt launched its line of Magic Fun Dough this fall. The line brings full-color art to dough play. There are currently six playsets in the line, including Pirate Cove (pictured), Fairy Tea Party, Barnyard, Princess & Pony, Pet Shop, and Volcano Valley. Magic Fun Dough is for ages 3 and up.
Creativity for Kids
Crayola
Crayola is adding to its Digitools line, which lets kids enjoy a virtual painting experience on their iOS, Android, and Windows tablets. The new Photo Mix & Mash Digitools kit will allow kids to turn their ordinary photos into funny photos through morphing effects and animated images and phrases.
Choon’s Design
The Rainbow Loom from Choon’s Design is a creative craft kit that lets kids make bracelets and other accessories from simple rubber bands. The kit includes two templates, a hook, c-clips, instruction, and 600-plus latex-free rubber bands. The kit is for ages 8 and up..
Creativity for Kids (a division of Faber-Castell) offers a creepy craft kit targeting boys and girls ages 6 and up. With the Creepy Bugs Window Art kit, kids can create three bug-filled petri dishes and more than 10 creepy window clings. This kit includes 24 plastic critters, a pattern sheet, three glowin-the-dark window paints, two outline paints, four filler paints, three petri dishes, and suction cups with hooks for display.
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Moose Toys
With Moose Toys’ Glitzi Globes kits, kids can make their own glittery snow globes. Use the Glitzi Globes Starter Kit to design glittery globes using the included dome maker. The kit also includes one water bottle, four snow domes, four bases, four pop sticks, and more. Glitzi Globes are for ages 5 and up.
Klutz
Klutz’ Toolbox Jewelry is the first hardware jewelry kit to teach kids how to make industrial jewelry from the kits’ included hardware. The kit comes with a 60-page book of step-by-step instructions, more than 200 nuts, washers, and fasteners; three colors of cord, earring wires, beads, two colors of satin ribbon, and a snap-shut blister for storage. The kit is currently available at retail for ages 8 and up.
Manhattan Toy
Part of Manhattan Toy’s new Imagine I Can toy line are the Imagine I Can Make it Myself kits, which teach kids the basics of knitting, sewing, and finger painting. The Knitting Beginnings Make it Myself kit, for example, guides kids 8 and up through the basics of casting on, simple stitches, binding off, and pom-pom making to create headbands, pom-pom rings, an owl hat, and more.
Orb Factory
Orb Factory is extending its line of PlushCraft kits for kids. The new kits will feature brighter colors, new shapes, and innovative new fabric pieces that reflect current trends for children and tweens, says Orb president Steven Kay.
Alex
Alex offers a full line of D.I.Y. fashion kits that use duct tape to make stylish wearable and sharable accessories and jewelry. It’s deluxe Duct Tape Party kit, for example, features 12 rolls of different sized neon and animal-printed duct tape as well as multiple tools and templates to create everything from earrings to 3-D rings, bangles, necklaces, sunglasses, headbands, belts, and more.
Spin Master
With Spin Master’s Sew Cool Sewing Studio, kids can start sewing in a safe and creative way. The Sew Cool Sewing Studio is a threadless machine that can be used to create nine projects from start to finish. Patterns and pre-cut shapes for purses, pouches, characters, and more are included. Products in the Sew Cool line are for ages 6 and up.
Kahootz
Spirograph was originally designed as a drafting tool for artists to create intricate designs, and now Kahootz has reimagined and incorporated it in a new line of arts and crafts kits for kids. Kits in the line range from a classic Spirograph design set to a Spirograph scrapbook kit, card creations kit, 3-D design kit, and more. Each is sold separately and for ages 8 and up.
DECEMBER 2013 TOYS & FAMILY ENTERTAINMENT 21
HALLOWEEN SALES ON THE RISE AS HOLIDAY APPROACHES WEEKEND CYCLE BY
NANCY LOMBARDI
alloween took quite a beating in the Northeast the past two years. In 2011, a freak snowstorm right before the holiday hit some areas very hard. Halloween was cancelled in many places due to widespread power outages. Last year, most of the East Coast was ravaged by Hurricane Sandy. Needless to say Halloween— and associated sales—didn’t happen for a significant portion of the country. Things are not only getting back on track but they are moving full steam ahead for 2014. Halloween 2013 posted solid results for those interviewed. The holiday landed on a Thursday this year—pushing it to Friday next year. Many say that a Thursday Halloween is the best day for sales because it potentially yields two weekends out of the holiday. “Thursday is a key night for Halloween,” says Howard Beige, executive vice-president of Rubie’s Costume Company. “Parties will be spread out, making for a longer season. It creates a double weekend.” Those interviewed noted this along with some other key trends. In addition to expected
H
HAVE YOU BEEN TRUNK OR TREATING?
Trunk or treat is when a group gets together in a parking lot and everyone decorates the inside of their trunk. Kids then go from car to car trick or treating, creating a safer and more festive experience. It’s a concept that started in church parking lots to give kids a safe environment to experience Halloween, says Jason McCann, president of Gemmy. “We saw that trend starting about three years ago and this year is probably the biggest we’ve seen it,” he says.
increased sales due to a weekend holiday, social media has everyone spending more time and money on costumes and décor. The results have to be worthy of a Facebook, Instagram, or Pinterest post—or perhaps all three. The next hot trend is licensing. It has always played a huge role for kids’ Halloween costumes and now the trend is catching on with adults as well. However, in a strange twist, adults are dressing up as their favorite characters from TV series such as Duck Dynasty and Breaking Bad. Those interviewed said TV licensing has had virtually no impact on adult costumes in the past. Also, this is a category that has seen a lot of innovation over the past few years. One example is Gemmy’s Holiday Greeters. These small plush statues feature Hello Kitty and Mickey Mouse dressed for Halloween. Meanwhile Gund’s impulse items appeal to grandparents and Disguise has numerous options for treat bags. (Apparently, the days of gathering candy in your pillowcase are long over.)
STAY TUNED: TV LICENSES TAKE OFF
Licensing has played a big role in Halloween costumes and décor for generations. Yet most of the licensing has been movie driven as kids repeatedly choose to be superheroes with each passing year. But this year adults are looking to licensing, and the influence is coming from popular TV series. Consumers are now watching their favorite shows on demand and, as a result, connecting more deeply with characters and storylines. These adults are looking to recreate that experience for Halloween whether it’s through costumes or home décor. “We are seeing a lot of popularity with
22 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
licensed TV characters for adults,” says Chuck Martinez, CEO of InCharacter. “We have the Duck Dynasty license, which has been crazy big for us. We really just took a shot on it because traditionally TV characters have not been the driver of licensed goods, especially for adults. We are seeing that begin to shift.” Similarly, Rasta Imposta says it signed AMC’s Breaking Bad in July and the company completely sold out of costumes this year. Many noted that this shift is happening because films have been so driven by comic books. It’s a big part of the Halloween business controlled mostly by Rubie’s and Disguise. That leaves an opportunity in the market for alternatives focusing on pop culture or TV shows. “Not everyone wants to be Superman or a Disney character,” says Robert Berman, president and CEO of Rasta Imposta.
PIN IT! SOCIAL MEDIA IMPACTS HALLOWEEN
Social media has changed so many aspects of life and Halloween is certainly no exception. In fact, it has stepped up everyone’s focus on quality, creativity, and innovation. “Everyone wants to take Halloween pictures of their kids and post them on social media,” says Bernice Nesbit, director of marketing for Disguise (a division of Jakks Pacific). For example, “with Pinterest, people are getting more creative with themed family costumes. Parents of the little ones really want them to be dressed well for pictures. So parents and grandparents are spending more on the costume,” she says. This trend reaches beyond costumes and into home décor as consumers look to decorate
their home for the entire fall season from Halloween to Thanksgiving. “We are seeing people wanting to take that next step due to social media,” says Jennifer Kalkowski, brand manager for Pumpkin Masters. “People don’t just want to carve the basic pumpkin. They want to carve something that makes them proud so they can show it off on social media.”
TOP SELLERS AND 2014 PREDICTIONS
While TV licensing and pop culture may have been popular for adults, what was popular with kids in 2013? For Rubie’s Costume Company it was Man of Steel, Teenage Mutant Ninja Turtles, and Despicable Me’s Minions. Looking ahead into 2014, Beige predicts Mattel’s Ever After High, Star Wars, and Warner Bros.’ The Wizard of Oz to be top choices with kids and adults from Rubie’s. “Warner Bros. has huge plans for the 75th anniversary of The Wizard of Oz,” Beige says. “Warner Bros. will be promoting the anniversary with the same budget they use for a new release.” Disguise says some of its top sellers this year were Spider-Man and the Disney Jr. preschool properties such as Sofia the First, Jake and the Never Land Pirates, Doc McStuffins, and Mickey Mouse Clubhouse. “We are seeing growth in the infant category based on these programs,” says Disguise’s Nesbit. For 2014 Disguise expects to see success with Spider-Man, Captain America, Transformers, Marvel’s Guardians of the Galaxy, and Disney’s Maleficent (starring Angelina Jolie). “Maleficent will be a strong female character and should reach the girl who is a bit older as well as adult women,” says Nesbit. Rasta Imposta is seeing growth in its pop cul-
ture ideas as this year’s top-seller is its Bacon costume. In 2014, Rasta Imposta will be developing more of its non-licensed food costumes with a pop culture twist. The company also signed a license for the Kool-Aid Man costume. Also in a pop culture vein, Rasta Imposta is creating a line called Costume Hoodies, which are sweatshirts for men. “It is easy to put on and they can feel like they are part of the action without having to put on a full costume,” says Berman.
POPPING UP IN-STORE AND ONLINE
Rubie’s Costume Company’s line of Teenage Mutant Ninja Turtle costumes performed well this year along with Warner Bros.’ Man of Steel and Universal’s Despicable Me Minions.
Halloween pop-up shops have been very popular shopping destinations over the past few years. Some key pop-up shops are Spirit Halloween (owned by Spencer Gifts), Halloween City (owned by Party City), and Halloween Express, according to those interviewed. However, “pop-up shops have become more of a challenge as retail has gotten better over the past five years,” says InCharacter’s Martinez. “It is more of a challenge to get the good pop-up real estate because it is once again being taken up by permanent retail space.” This is creating opportunities for online retailers who have the ability to sell premiumpriced products. “It’s difficult to get brick and mortar to floor expensive inventory,” says Martinez. “But it makes a lot of sense on the web.” Rasta Imposta’s Berman agrees. “Simple and easy is one aspect of Halloween but online is where there is a strong market for deluxe costumes, which can be more than $100.” With all the choices in costumes and décor,
(see pages 24 and 25) Halloween is no longer a one-size-fits-all holiday. It’s a holiday that can be enjoyed regardless of age and whether you have $10 to spend on a costume or $100 or more. Halloween 2014 is projected to be a success with a weekend filled with fun. Let’s just hope that Mother Nature cooperates.
RUBIE’S IMAGINE ROLEPLAY LINE
At this year’s Fall Toy Preview in Dallas, Rubie’s Costume Company unveiled its latest full-scale division focusing on roleplay, dressup, and related accessories called Imagine. Roleplay is a category that continues to perform well for the toy industry and still has a lot of room for growth, according to Howard Beige, Rubie’s executive vice-president. The Imagine line features licensed offerings for mass retail from companies such as Warner Bros./DC Comics, Marvel, Mattel, and others. Non-licensed products will round out the line. In addition, Rubie’s acquired Princess Paradise earlier in 2013, which will focus on upscale licensed and non-licensed roleplay for the specialty market. “The Imagine line brings us to new retail doors and helps us better emphasize price points even for existing customers,” says Beige. It also creates a balanced year-round business, which is not dependent on any one holiday.
DECEMBER 2013 TOYS & FAMILY ENTERTAINMENT 23
HALLOWEEN & ROLEPLAY BY
NANCY LOMBARDI
Manufacturers of Halloween products are predicting solid sales for the next few years as Halloween moves into a weekend cycle. This usually means adults host parties and kids attend multiple parties—possibly purchasing multiple costumes. A weekend cycle also means an uptick in home decorating as well as accessory sales. Meanwhile roleplay, for those who want to dress up outside of Halloween, remains a strong category for both genders for both licensed and non-licensed products.
BREWSTER HOME FASHIONS
WallPops introduced Halloween-themed décor in a variety of styles and colors. The Totally Orange and Black Jack sets are bold pumpkin orange and pitch black decals. It comes as Dots (five-pack), Blox (five-pack), and one Stripe. With the Orange Enamel Dry-Erase Board, kids can create their own spooky messages on the orange-bordered dry-erase board. Shown here are Pirates Dots, which allows kids to decorate with the skull and crossbones design dots. It is sold as a four pack.
INCHARACTER
Sprout and InCharacter Costumes, with Big Tent Entertainment, have partnered for Sprout characterbranded Halloween costumes and accessories. The long-term deal will bring popular Sprout characters including The Chica Show’s Chica and Star from The Good Night Show to Halloween costumes.
JAKKS PACIFIC’S DISGUISE
HIT Entertainment’s Mike the Knight is represented here by Disguise, a division of Jakks Pacific. The Mike the Knight Deluxe Costume includes a padded tunic with attached belt and buckle, pants, and helmet. The Mike the Knight Evie Deluxe Costume allows fans of the series to dress just like the young wizard in training, Evie. The deluxe costume includes a dress, jacket with attached faux satchel, tights, a pair of boot covers, and character hat. Both costumes are available in a variety of toddler sizes. Additional properties that Disguise features include Marvel’s Iron Man and Spider-Man, Saban’s Power Rangers, and Disney’s Mike and Sulley, among many others.
24 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
RASTA IMPOSTA
Rasta Imposta introduced Breaking Bad Halloween Costumes this past holiday, licensed through Sony Pictures Television. As the only officially licensed Halloween costume for Breaking Bad in the U.S., Rasta Imposta’s costume is the iconic hazmat suit worn by the lead character from the TV series. The costume will include the yellow hazmat suit, red and black hazmat mask, blue gloves, and goatee.
GEMMY
Gemmy’s line of Pumpkin Push-in kits feature kids’ favorite characters such as Hello Kitty, Mickey Mouse (shown), and Monsters, Inc.’s Mike and Sulley. Designed for ages 3 and up, the kits allow families to decorate the pumpkin without the mess of opening up the pumpkin for carving. Everything is included with the set except for the pumpkin.
THE WISH FACTORY
The Wish Factory will introduce a line of Halloween product in fall 2014. As spooky music plays from The Animated Scary Frame, its eyes light up from behind the canvas inviting you to come closer and closer until an animated skull with light-up eyes jumps through the painting to scare any unlucky passersby. The Drop Pants Zombie is a moaning zombie figure that moves from side to side standing on an LED-lit grave. As it moans, its pants drop revealing its skull-print boxer shorts. This item has lights, sounds, and motion. Animated Scaredy Cat is a purring cat figure that arches its back, opens its light-up eyes and screams when pet. It also features lights, sounds, and motion.
RUBIE’S COSTUME COMPANY
Rubie’s had an extensive assortment for this past Halloween with even more expected in 2014. Some of the costumes that Rubie’s featured this year include Man of Steel, Smurfs 2, Despicable Me 2, Monster High, and the Teenage Mutant Ninja Turtles, one of which is shown here. Each Turtle is represented in the collection, which includes a jumpsuit matching the Turtle’s color with attached shoe covers as well as half mask and shell. Each is available in child sizes small, medium, and large.
PUMPKIN MASTERS
Pumpkin Masters kits, all designed for ages 6 and up, allow families to express their creativity while making safety a top priority. Pumpkin Masters Kids Carving Kit allows kids to create masterpieces all their own. With tools specially designed for kids’ hands and easy-to-trace patterns, carving has never been so fun or so safe. Kids can also embellish their designs with the included eye inserts. Create many masterpieces with friends and family using the Pumpkin Masters Carving Party Pumpkin Carving Kit. This kit includes everything from scary to silly carving designs, tools made specially for kids with easy-grip handles, and tools made for adults that allow for detailed carvings. Pumpkin Masters Xtreme Strobe LED Lights illuminate your masterpiece and are safer than candles. Offered in both clear and multi-colored, these lights are designed to ensure the masterpiece will be seen from a distance.
DECEMBER 2013 TOYS & FAMILY ENTERTAINMENT 25
HALLOWEEN & ROLEPLAY BANDAI
Bandai’s Legacy Power Morpher is an updated version of the original Power Morpher in honor of the 20th anniversary of Power Rangers. This morpher features all the detail of the original series plus diecast parts and five Ranger coins. Wear it using the included belt attachment or morph into action with lights and the original Mighty Morphin Power Rangers theme song. Perfect for kids and collectors, this morpher provides the ultimate retro Power Rangers experience.
JAKKS PACIFIC’S CDI
Jakks Pacific’s CDI division allows girls, ages 3 and up, to dress up like their favorite Disney Princess with a collection of gowns inspired by Disney’s most popular princess characters. Each dress features iconic design details from each princess’ signature gown. Shown here is Cinderella’s gown.
PLAYMATES TOYS
AEROMAX
Aeromax builds on its My 1st Career Gear line with this year’s introduction of My 1st Career Gear Zookeeper. The set features a parrot peeking out of the top pocket, arm patches, and pocket squares illustrating various roles of the zookeeper. It features a matching green safari hat, which is sold separately. My 1st Career Gear Pit Crew (shown) features a personalized name tag that slips into the pocket. The matching race cap makes the look official and is sold separately. My 1st Career Gear Builder features a bright yellow top with orange stripes that looks just like the crew on a construction job. Aeromax has added details such as a tool belt, pencil, and name badge. A matching yellow construction helmet, sold separately, completes the look. My 1st Career Gear Train Conductor features details in the vest that are a sharp white shirt with red tie and “brass” buttons. The blue conductor’s cap, sold separately, has gold trim.
Playmates Toys’ line of roleplay toys targets fans of the Teenage Mutant Ninja Turtles. As seen in the TV series, the Turtle-Comm is the Turtles’ go-to device to communicate with each other. The Turtle-Comm lets kids call the Turtles, or the Turtles will even call them. All four Turtles are represented with a unique play pattern. Go on missions with Leonardo, train with Raphael, listen to jokes from Michelangelo, and answer Turtle trivia questions from Donatello. The Teenage Mutant Ninja Turtles Shell (shown here) is a one-size-fits-all, PVC plastic Turtle shell that includes adjustable straps that fit over the shoulders and around the waist. The shell is compatible with the Ninja Combat Gear roleplay weapons and includes two holsters on the right and left backside of the shell. The shell also includes an inner handle so kids can remove the shell from their back and use it as a front shield. In addition to the shell, kids can transform into their favorite Turtle with the Ninja Turtles Deluxe Mask Assortment. This assortment includes masks for Leonardo, Raphael, Donatello, and Michelangelo just as they appear in the TV series.
26 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
JUST PLAY
The Disney Princess Rapunzel Styling Head, for ages 3 and up, allows girls to style Rapunzel’s hair in any way they can imagine. The set includes the styling head along with 13 play hair accessories for Rapunzel and girls to share.
TOMY
Lil’ Chirpers Sorting Eggs, for ages 12 months and up, are from TOMY. Each egg has a unique expression on its face and comes packed in an egg carton. The eggs will help children learn shape sorting and color matching.
SPIN MASTER
Spin Master is building on the Spy Gear line with a host of items that launched this past fall. The Panosphere 360 Spy Cam, shown here, features a panoramic camera and housing for the camera, which can be attached to most surfaces. The camera lets kids film anywhere and offers full panoramic 360-degree video. It also has a stand so the camera can be attached to an elevated surface. Also in the line are the Sonic Sphere Distractors, which feature two sonic spheres and a belt clip. Roll these sonic spheres into any room and distract your enemies so you can get the jump on them. Each sphere emits three different sounds.
LEARNING RESOURCES
Learning Resources continues with its extensive line of roleplay items, many of which are in the food sector. The New Sprouts Cook it! My Very Own Chef set is a modern, six-piece set that features soft, rubberized parts and easy-grip handles. The line includes a pan, strainer, pot, lid (fits on both pot and pan), slotted spoon, and serving spoon. The pieces stack for compact storage. This line coordinates with other New Sprouts items, including play food. This is designed for ages 2 and up. The New Sprouts Picnic Set (pictured), for ages 2 and up, includes 15 pieces. There is the durable plastic basket with handles, divided plates, mini-hamburgers, watermelon wedges, cupcakes, and ketchup and mustard bottles. The New Sprouts Ring It Up! My Very Own Cash Register features a fun coin slide and popopen cash drawer. Designed for ages 2 and up, it includes chunky buttons and five number coins.
DECEMBER 2013 TOYS & FAMILY ENTERTAINMENT 27
Impulse Toys
BY JENNIFER LYNCH
Low price points, hot licenses, and in-store placement remain the driving factors for impulse toy and novelty purchases for consumers. Below is a sampling of the latest and best-selling items in the category.
Jazwares
Part of Jazwares’ line of Adventure Time products are Battle Pack figure assortments featuring the main characters from the animated series. Each pack comes with eight miniature one- to 1.5inch figures in various poses. Figure packs include Jake or Finn versions. Figures can be combined with the Battle of Ooo playset, which is sold separately. Battle Packs are for fans ages 4 and up.
Blip Toys
Part of Blip Toys’ new line of Disney Princess Palace Pets is a variety of mini collectible pets, including the 2.5-inch tall Furry Tail Friends and the three-inch tall Primp & Pamper Ponies. The Disney Princess Palace Pets are the pets of the Disney Princesses. Kids can groom and style the pets of their favorite Disney Princesses, including Cinderella’s pony Bibbidy, Ariel’s kitty Treasure, and more. Disney Princess Palace Pets are for ages 4 and up.
Basic Fun
Moose Toys
Trash Wheels are a vehicle interpretation of Moose Toys’ Trash Pack collectibles. And like the Trashie figures, Trash Wheels feature trashinspired designs. They are also free-wheeling for racing. There are currently 75 Trash Wheel characters to collect, available in two- and four-packs. Trash Wheels are for ages 5 and up.
Basic Fun’s My Little Pony accessories include the My Little Pony Charmlings, a line of collectible, wearable bracelets. Each package contains one brightly colored charm bracelet and three My Little Pony charms. There are currently 12 pony charms and assorted colored bracelets to collect throughout the series. They are for ages 4 and up.
28 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
Thinkway Toys
For fans of Despicable Me 2, Thinkway Toys has an assortment of Despicable Me 2 Minion Surprise Packs. They are blind foil packs that have one of 14 different Despicable Me two-inch vinyl figures inside them. Characters include Minion Dave, Margo, Dr. Nefario, Agnes, Agnes’ Unicorn, and more. Pictured is Minion Dave with Banana. Each pack is sold separately. They are for fans ages 4 and up.
Tech 4 Kids
Tech 4 Kids’ new Fist Flyer Mash’Ems feature specially designed characters with stretchable arms that allow for real slingshot action. The Fist Flyer Launcher safely catapults the Mash’Ems into the air to knock down targets up to 20 feet away. They feature licensed characters from Marvel Avengers, Teenage Mutant Ninja Turtles, Power Rangers, and the WWE. And for girls ages 4 and up, there are the new Fash’Ems Hello Kitty and My Little Pony characters.
Avengers Fist Flyer Mash’Ems
Jakks Pacific
Jakks Pacific offers low-priced roleplay toys for Disney Princess fans, including Disney Princess Spinning Heart Wands, Tiaras, and Sparkly Shoes. Wands, feature heart-shaped lockets at the top of each wand with an image of a Disney Princess. Disney Princesses include Rapunzel, Tiana, Snow White, Sleeping Beauty, Belle, Cinderella, and Ariel.
Just Play
Just Play continues to expand its line of toys based on the Disney Junior animated preschool series Doc McStuffins. In addition to the larger roleplay items, Just Play offers mini dolls and figures featuring Doc and her stuffed friends. Doc McStuffins figure twopacks feature different pairs of characters from the show, including Chilly & Squeakers, Boppy & Moo Moo, Lambie & Sir Kirby, and Stuffy & Xyla. Each is sold separately. They are for fans ages 3 and up.
The Wish Factory
Mega Brands
Under license from Mattel, MEGA has created a line of buildable Hot Wheels racers, including Rip Cord Launchers. Available in three varieties (Outrageous Dragster (pictured), Speed Racer, and Precision Luge), Hot Wheels fans can quickly build their own vehicle then use the ripcord launcher to send it racing forward. Each comes with a collectible mini action figure. MEGA’s Hot Wheels buildable racers are for ages 5 and up.
The Marketing Store
From The Marketing Store comes an assortment of NFL Rush Zone Flyerz Starter Packs. Each pack comes with two NFL Rush Zone Flyerz Rusherz, including a mystery Rusherz; four targets; and four football stands. Each Rusherz features one of the 32 NFL team logos. They are for ages 6 and up.
The Wish Factory is expanding its Urban Animal line of fashion-forward electronic accessories for kids in spring 2014. Among the new items are multiple smartphone cases for under $10, including Faux Fur Cases, Secret Mirror Cases, two-pack Phone Cases, and Sassy Cell Cases (pictured).
30 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
BY JENNIFER LYNCH
Cloud b Comforts Kids to Sleep n September 2002, Linda Suh teamed up with Jeff Johnson to create a company that would focus on a critical component of baby’s health—sleep. Looking at the marketplace, not only was it a sub-category that wasn’t receiving the same kind of attention as others (feeding, furniture, apparel), but also one that Suh, a new parent at the time, felt she could bring true innovation. Twilight Turtle Tunes “Like many new parents, I was overwhelmed by the number of products I had to include in my gift registry,” says Suh. “And visual applications incorporated into the product the product I found most useful was a sleeping lines have been researched to create a calming bag given as a gift from overseas. It wasn’t even effect synonymous with establishing consistent available in the U.S.” It was Suh’s experience sleep routines for babies, children, and parents.” with this product that brought Cloud b to fruition Sleep Sheep was the first product in Cloud b’s along with its first products, the LullaWrap and collection of “plush products with a purpose,” its patent sleep bag, the LullaBag, to market. which incorporated peaceful sound effects rang“As a start-up the biggest challenge we faced ing from whale songs to gentle rain, ocean surf, was finding a way to compete with companies and a mother’s heartbeat. The development team that were much larger, better funded, and already also relies on an advisory board composed of well established in the industry,” says Suh. “We pediatricians, parents, teachers, and sleep spegrew slowly at first but once our products start- cialists to identify consumer needs and create ed to garner praise, customers appreciated our product based on those findings. quality and attention to detail.” Most of its products have stemmed organicalAs Cloud b looked at its products and ways to ly from this research, but perhaps the most well approach new sleep-focused products, a pattern of known is the Twilight Turtle & Friends collection, soothing baby’s senses began to emerge. which took an innovative approach to the tradiEnsuring the sounds and effects it uses are tional nightlight. The Twilight Turtle’s plush body the highest quality and best suited for achieving gives it a cuddly quality for bedtime companionthis environment is a commitment Cloud b takes ship and the turtle shell starlight projector makes very seriously. “The Cloud b collections are all a child feel as if he is sleeping beneath the stars. based on pediatric research that has confirmed This product has since evolved, first with the that familiar soothing sounds are proven to calm Tranquil Turtle (adding lights and sounds) and in and help children achieve a more peaceful, deep- the past year with Twilight Turtle Tunes (T3), er sleep,” says Suh. “The customized sounds and which has incorporated Bluetooth technology.
I
32 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
With the latest iteration, parents can download a free app, sync their smartphone or tablet to the toy, and create their own customized mixes of lulling sounds and melodies as well as access their own music libraries. “Consumers are being introduced to higher-end, personalized electronics and experiences on a regular basis, so we love that moms can now utilize their own iPhones and iPads to create a customized experience for their child,” says Suh. New items have also been introduced to meet consumers’ changing needs and to grow Cloud b into new channels of distribution. Twilight Carz, for example, features a vehicle design that older kids can use for play during the day, yet its hard exterior still transforms into Cloud b’s patent starlight projector to ease them into a bedtime routine. A partnership with Disney Baby, which features products that merge Cloud b’s technology with classic Disney characters, has also given Cloud b the opportunity to move into new sales channels beyond specialty. “To a certain degree, it’s opened a lot of doors,” says Suh. “We’ve noticed on the branding side retailers now requesting Cloud b core products and characters because Cloud b is a brand they now identify those products [Disney Baby] with.” As the company looks ahead, 2014 is anticipated to mark the launch of Cloud b’s most robust collection ever, says Suh. And although the majority of those plans are still under wraps, you can expect to see more new characters, new technological innovations, and even new categories that will extend the brand to apparel and accessories.
YOU’RE HIRED
TOYS “R” US
ANTONIO URCELAY, CEO AND
HANK MULLANY, PRESIDENT, TRU, U.S.
Toys “R” Us, Inc., (TRU) announced in mid-October that it has named two seasoned executives to lead the global franchise and its domestic business. Antonio Urcelay has been named CEO, Toys “R” Us, Inc., after serving as the company’s interim CEO since May 2013. Hank Mullany, an experienced retail executive has been named president, Toys “R” Us, U.S. In a joint statement, the TRU board of directors said, “When we started this search, we were looking for a leader with global experience, deep retail knowledge, proven capabilities, and outstanding leadership skills. As the search progressed, we found exactly the right combination of these attributes in Antonio and Hank. Antonio’s extensive knowledge of global markets makes him uniquely qualified to lead the organization as we expand rapidly in Asia and other parts of the world. He has impressed all of us with his vision and leadership of the team throughout the search process. Hank brings a fresh perspective to the business, which, in combination with his operational strengths, will help build on the significant progress that has been made in advancing the U.S. business. Together, we believe they will be a powerful team that shares an unwavering commitment and passion for serving our customers, reenergizing the business, and further positioning the company for long-term growth.” Urcelay joined TRU in 1996. Over the course of his tenure with the organization, he has held roles of increasing responsibility. Prior to joining TRU, Urcelay spent the majority of his career working in the retail and consumer packaged goods industries, including Spanish dairy company Leche Pascual, Dutch supermarket chain Royal Ahold, and the Spanish subsidiary of Procter & Gamble. Mullany previously served as CEO of The ServiceMaster Company, one of the world’s largest residential and commercial service businesses, and prior to that, was executive vice-president of Walmart U.S. and president of Walmart’s northern business. He will report to Urcelay.
34 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
ICONIX BRAND GROUP SENIOR STAFF POSITIONS
Iconix Brand Group announced that it has appointed Natasha Fishman vice-president of global brand management and marketing. Fishman will oversee Peanuts’ marketing on a global level. In addition to managing and executing major brand initiatives, she will be responsible for developing creative marketing strategies to expand the classic brand’s reach to younger generations. Fishman joins the company from HIT Entertainment. Additionally, Lexi Mitz, former director of hard goods, moves into the position of director of retail for Peanuts working with the brand’s licensees at major retailers. Also, she continues her ongoing role as head of kids’ products and toys.
DOUGLAS COMPANY
TARA RUBINO, NATIONAL SALES MANAGER
Douglas Company announced the appointment of Tara Rubino to the position of national sales manager. Rubino brings with her more than 20 years of plush sales and management experience and a commitment to customer service.
SABAN BRANDS
GUSTAVO ANTONIONI, MANAGING DIRECTOR, CONSUMER PRODUCTS, EUROPE
Saban Brands is expanding its operations into Europe with the appointment of Gustavo Antonioni as managing director of consumer products Europe and the opening of a new London office. The London office will serve as Saban Brands’ primary location to support the growth of its UK and European business. Antonioni will hire additional staff to support the company’s brand activities across the region. In this newly created role, Antonioni will report to Kirk Bloomgarden, senior vice-president of global consumer products. Antonioni joined Saban Brands with more than 18 years in the film studio business, having held senior positions at companies including ITV, Warner Bros., Sony, and Marvel.
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YOU’RE HIRED
TOYS “R” US EUROPE
DR. WOLFGANG LINK, PRESIDENT, TRU EUROPE AND
JACOBO CALLER, MANAGING DIRECTOR, TRU, IBERIA
Toys “R” Us, Inc., (TRU) announced the appointment of Dr. Wolfgang Link as president, Toys “R” Us, Europe and a member of the company’s global executive committee. Link succeeds Antonio Urcelay, who was named CEO, Toys “R” Us, Inc., (see page 34). In addition, the company appointed Jacobo Caller as managing director, Toys “R” Us, Iberia. In his new role, Link will oversee the company’s more than 250 stores across Europe, providing leadership for business operations in nine countries: Austria, France, Germany, Poland, Portugal, Spain, Switzerland, the Netherlands, and the UK. He will have broad responsibility for marketing, merchandising, store operations, ecommerce, and customer service. Link will report to Urcelay. Link previously served as managing director, TRU, Central Europe. Before joining TRU, Link held several leadership roles throughout the retail industry, including at ElectronicPartner and Metro Cash & Carry. Caller will oversee all operations and business activities for the company’s more than 55 stores, e-commerce operations, and more than 1,500 employees in Spain and Portugal. He will also be responsible for marketing, merchandising, store operations, and customer service. Caller will report to Link. Caller joins TRU, Iberia from Farmatodo, where he served as president. Prior to that, he worked at Carrefour.
MGA ENTERTAINMENT
VARIOUS SENIOR STAFF POSITIONS
MGA Entertainment, Inc., announced the addition of three new senior members to its staff: Bruce Morrison, executive vice-president of sales and licensing; Efren Gonzalez, vice-president of advertising and public relations; and Ame Cameron, vice-president of marketing. Morrison most recently held the position of senior vice-president of retail sales for Disney Consumer Products North America. Gonzalez joins MGA after 11 years with Ogilvy & Mather, where he was most recently a senior partner and executive group director. Cameron joins MGA from Walmart’s marketing team.
36 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
AMERICAN GREETINGS PROPERTIES
CARLA SILVA, SENIOR VICE-PRESIDENT OF GLOBAL LICENSING
American Greeting Properties (AGP) announced the promotion of Carla Silva to senior vice-president of global licensing. A six-year veteran of the company, Silva is responsible for the growth of the AGP portfolio abroad, including Strawberry Shortcake and Care Bears. Silva’s promotion is part of a reorganization of AGP by Sean Gorman, president of AGP. Silva previously served as vice-president of global licensing. Prior to joining AGP, Silva spent 13 years with United Media.
FREMANTLEMEDIA KIDS & FAMILY ENTERTAINMENT RICK GLANKLER, EXECUTIVE VICE-PRESIDENT AND GENERAL MANAGER
Rick Glankler was appointed executive vice-president and general manager of FremantleMedia Kids & Family Entertainment (KFE). Based in the New York office and reporting to FremantleMedia’s COO Sangeeta Desai, Glankler will take responsibility for all areas of the KFE business, including production, consumer products, TV sales, and brand management. Under the new structure, Bob Higgins, executive vicepresident of creative and production; Carl Lumbard, head of global licensing and consumer products; Joss Duffield, vice-president of distribution and sales; and Tessa Moore, vice-president of brand management, will continue to lead in their respective areas, reporting directly to Glankler. Glankler joins FremantleMedia from Mattel/FisherPrice, where he helped lead the integration and global brand management of HIT Brand’s properties within Fisher-Price as part of Mattel’s acquisition of HIT Entertainment. Glankler has also held positions at PepsiCo, Kraft, and J. Walter Thompson.
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EVENTS OF
CALENDAR
Industry-Related Trade Shows JANUARY 6–9
7–10
21–23
25–28
29–2/3
Hong Kong Toys and Games Fair
International CES
The Toy Fair
Halloween & Party Expo
Spielwarenmesse International Toy Fair
FEBRUARY 1–6
9–12
16–19
18–19
MARCH 5–7
8–11
NY Now (formally NYIGF)
Kidscreen Summit
American International Toy Fair
hktoyfair.com
cesweb.org
toyfair.co.uk
Las Vegas Convention Center
Olympia Grand Hall
Hong Kong
Las Vegas
London
halloweenpartyexpo.com
George R. Brown Convention Center
Houston
nynow.com
Jacob Javits Convention Center
New York City
toyfair.de
summit.kidscreen.com
toyassociation.org
Digital Kids Conference
toyassociation.org
Playworld Middle East
playworldme.com
Ed Expo
Hong Kong Convention & Exhibition Centre
edexpo.com
Nuremberg Exhibition Center
Hilton New York
Jacob Javits Convention Center
Jacob Javits Convention Center
Dubai Int’l Convention & Exhibition Centre
Kay Bailey Hutchison Convention Center
Nuremberg
New York City
New York City
New York City Dubai
Dallas
9–12
ToyFest West
toyfestwest.com
South Point Hotel
Las Vegas
24–27
Bologna Children’s Book Fair
bookfair.bolognafiere.it
Bologna Fair Centre
Bologna
MIPTV
mipworld.com
Palais des Festivals
Cannes
16–19
20–23
APRIL 7–10
8–10
27–30
MAY 7–9
18–21
20–23
29–31
JUNE 8–11
10–12
17–19
Australian Toy, Hobby, & Nursery Fair
Halloween & Attractions Show
London Book Fair
toyfair.com.au
haashow.com
Melbourne Convention & Exhibition Centre
America’s Center
Melbourne
St. Louis
Hong Kong Gifts & Premium Fair
hkgiftspremiumfair.com
londonbookfair.co.uk
Earls Court
London
PlayCon
toyassociation.org
Westin Kierland Resort & Spa
Scottsdale
National Stationery Show Sweets & Snacks Expo
BookExpo America
ASTRA Marketplace
Electronic Entertainment Expo (E3)
Licensing International Expo
38 TOYS & FAMILY ENTERTAINMENT DECEMBER 2013
nationalstationeryshow.com
sweetsandsnacks.com
bookexpoamerica.com
astramarketplace.org
e3expo.com
licensingexpo.com
Hong Kong Convention & Exhibition Centre
Jacob Javits Convention Center
McCormick Place
Jacob Javits Convention Center
Phoenix Convention Center
Los Angeles Convention Center
Mandalay Bay Convention Center
Hong Kong
New York City
Chicago
New York City
Phoenix
Los Angeles
Las Vegas
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