TFE/TFE Licensing, February 2018

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Grow with

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Explore our 2018 collection at Toy Fair Booth #1523

Share your Corolle moments with #Corolle

us.corolle.com

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Corolle SAS, one corporate drive, Grantsville, MD 21336, USA – 1(301) 895 – 3792. Photo credits: New View Studio – Axxess Groupe Photos not legally binding / ©2018 Corolle

contents | 02/18 Volume 13, No. 1

Features

Departments

30 Hot Wheels: Riding High for 50 Years

10 Observations & Opinions

by Christopher Byrne

by Jennifer Lynch

14 Industry News

by Jennifer Lynch

22 Industry Forum: Toy Industry Association

by Christopher Byrne

24 Industry Forum: ASTRA

by Elaine Andrus

26 Industry Forum: Design Edge

by Jennifer Lynch

Compiled by Jennifer Lynch

120 Company Profile: ORB

122 You’re Hired

by Jennifer Lynch

126 Calendar of Events

12 Trending

30 Company Profile: Alpha Group 32 Wicked Cool Toys to Catch ’Em All This Summer 38 Hong Kong Toys & Games Fair Recap 40 Defining STEM Toys

44 Q&A: State of the Specialty Market

28 Industry Forum: JW&Associates

54 Toy Fair 2018 Preview

On the Cover Design Edge created the 2018 Toy Fair poster.

Pick one up at the aNb Media/TTPM booth 2201 at the Jacob Javits Center in New York City.

36 Trend Spotting: Toilet Humor Toys

page 113

TFE cover designed by Design Edge TFE Licensing cover designed by Jennifer Lynch

LICENSING

114 Kids’ Entertainment Report: I Want What I Want and I Want It Now

by Ashley Rogers

On this Page Fingerlings Minis from WowWee and Flush Force from Spin Master

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TFE OBSERVATIONS & Opinions

T

Troubles,Trends in Toy Land

he toy industry is going through a major shakeup that’s impacting companies, overall sales, success at retail, and product availability to the consumer.

On their own, each has a significant impact. Together, the overall effect has been magnified.

Toys “R” Us is the last free-standing mass toy retailer left in the U.S. It carries more than 5,000 products in its stores and is often the retailer that toy companies choose to launch new products. While it has had positive EBITDA over the last five years, the burden of a more than $5 billion debt load became too much to bear and TRU filed for bankruptcy protection in September.

While many companies took a financial hit because of the filing, Bob Glaser, Publisher toy manufacturers believe TRU’s survival and success is crucial to the overall health of the toy business. TRU announced the closure of 182 U.S. stores last month.

Can a free standing toy retailer thrive in today’s environment? The overall feeling is yes, based on retailers such as Mastermind in Canada and Smith’s in England. However, TRU must improve its digital consumer experience, and needs to drive more traffic to its stores through experience, increasing the baby products in store, or look at smaller stores.

Three years ago, only about 4 percent of the toy business came via online. For 2017 that number approached 35 percent, and Amazon has become the leading seller of toys for many companies. Walmart has aggressively grown its presence with the acquisition of Jet.com aiding its digital growth, which is projected to grow by billions in 2018. When looking at other countries, the UK is an example of where the business is heading as online toy sales there reached 50 percent. Kids are also watching programming differently than in the past, and parents are spending significant time on social channels. This creates marketing challenges for companies as they need to promote to “old school” parents while also promoting to those embracing the digital age.

The other problem with the shift to online is the temporary loss of impulse purchases when consumers are walking around at a retail location or waiting on a register line. While certain companies such as Amazon do an excellent job suggesting items based on your shopping and buying habits before you check out, many retailers online still lack the technology advantage Amazon has and misses out on these additional purchases. Retailers today no longer want to take on the inventory levels they had in previous years. With both retailers and manufacturers carrying less inventory, there were more sold-out items at retail last holiday than I’ve seen in the past 25 years.

While a retailer might only be out of some items for a few days at a time, this is something that will need to be addressed, or it could be the new normal. Time will tell, but I’ve never seen a dozen products in short supply in October and consumers reaching out on social channels looking for where to find them. This will frustrate the brick-and-mortar shopper and encourage more online shopping where you don’t waste time, gas, and money.

With all of these changes happening to the industry at one time, it has created much adjusting and scrambling within the toy industry. However, the one thing that hasn’t changed is when a company has a great product that is innovative, new, and on trend, kids will want it. With all the challenges facing the business, it’s still a product driven business. Re: Fidget Spinners. Happy Toy Fair.

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aNbMedia.com

February 2018 • Volume 13, No. 1 Publisher Bob Glaser Bob@TTPM.com Associate Publisher Andy Krinner Andy@TTPM.com National Advertising Director Donna Moore Donna@TTPM.com Advertising Manager Kim Anthony Jones Kimanthony@TTPM.com Controller Mary Grogan Mary@TTPM.com Editor in Chief Jim Silver Jim@TTPM.com Editorial & Creative Manager Jennifer Lynch Jennifer@TTPM.com Web Developer Brendan Sanabria Brendan@TTPM.com Contributors Elaine Andrus; John Brady; Christopher Byrne; Kristin Morency Goldman; Kimberly Mosley; Matt Nuccio; Lisa Orman; Ashley Rogers

Interested in a Subscription?

Contact Mary Grogan at Mary@TTPM.com aNb Media, Inc. 229 West 28th Street, Suite 401, New York, NY 10001 Phone: (646) 763–8710 • Fax: (646) 763–8727

Toys & Family Entertainment (TFE) is published three times per year by aNb Media. Copyright 2018 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 photography, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. TFE, TFE Licensing, 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.

Featuring

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What’s Trending?

These trending lists are based on aNb Media’s consumer website, TTPM.com. TTPM’s Top Trending Lists are generated by the number of views for that item across toy, baby, and pet categories. Here are the lists, in alphabetical order, as of February 1, 2018.

1

TOP 10 Trending Toys Black Panther Vibranium Power FX Mask (1) Hasbro

Black Panther Vibranium Power FX Claw

TOP 5 Baby Products

Hasbro

Hearmuffs & Hearmuffs Sounds (2) Black Panther Slash & Strike Black Panther Action Figure

Lucid Audio

Hasbro

Baby’s 1st Straw Cup

Stretch Armstrong & Flex Fighters Figures Hasbro

Barbie Crayola Color Magic Station

Dr. Brown’s

Grabease Elli & Nooli

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Mattel

SwaddleMe Legs-Free Kicksie & Footsie

Black Panther Nerf Vibranium Strike Gauntlet

Summer Infant

Hasbro

Smock Bib

LED Dog Leash

BBox

GloPup

Jojo Siwa Light-Up Microphone

TOP 5 Pet Products

Just Play

Shed Defender (3) Shed Defender

Glam Goo Deluxe Pack MGA Entertainment

Flush Force Spin Master

The World’s Smallest Tiny Arcade Pac-Man, Ms. Pac-Man, Space Invaders, & Galaxian Super Impulse

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Your Perfect Leash

2

Your Perfect Puppy

Ripple Rug SnugglyCat

Jackson Galaxy The Vault Marinater Petmate

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HERE’S A RECAP OF INDUSTRY HEADLINES • For more up-to-date news, visit aNbMedia.com • Sign up to receive FREE News Alerts on aNbMedia.com

Mattel Moves into Mobile Gaming with Launch of Mattel163

Mattel entered into a joint venture with NetEase, a leading global internet technology and video game company, to form a publishing and development studio, Mattel163. The studio aims to bring to market digital experiences based on Mattel’s global brands.

With a global market capitalization of more than $40 billion, the China-based NetEase is ranked among the world’s top-earning mobile game publishers. The company’s mobile gaming franchises include Fantasy Westward Journey, The Ghost, Onmyoji, and Rules of Survival, among others. NetEase was also among one of the first to introduce massive open online courses (MOOCs) in China. Inspired by NetEase’s heritage as an internet technology pioneer, the name Mattel163 is an homage to the company’s original URL (http://www.163.com), a reference to the early days of internet availability in China when users dialed the digits “163” to gain online access.

Mattel163’s first title will be based on UNO, now available on Facebook Messenger and coming soon as a mobile app to iOS and Android devices.

UNO will include unique features and fresh modes of play. Going forward, Mattel163 will seek to create more mobile games and education apps inspired

by Mattel brands, including Barbie, Hot Wheels, Fisher-Price, and Thomas & Friends, among others.

FAO Schwarz Unveils Plans for New Flagship Store, Strategy

When FAO Schwarz shuttered the doors of its flagship Fifth Avenue store in 2015, it felt like the end of an era—No more toy soldier greeters at the doors, no more big piano, and no more Zoltar Speaks fortunes. Or, so it seemed.

More than two years later, New York City’s most famous toy shop is planning its return. Following the rollout of nationwide holiday shop-in-shops at retailer including Bergdorf Goodman, Bon-Ton, Macy’s, Bloomingdales, Nordstrom in 2017, FAO Schwarz will take up a new permanent residence in Rockefeller Plaza.

“For more than 150 years, FAO Schwarz has provided a magical experience for children of all ages,” says David Conn, CEO of ThreeSixty Brands, owner of FAO Schwarz. “As pioneers of experiential retail, FAO Schwarz continues to spark curiosity with whimsical displays and interactive components through its shop-in-shops and the forthcoming store opening. Today, drawing inspiration from the original classic products and legendary interactive in-store experience, FAO Schwarz will continue to incite endless possibilities and deliver delightful, yet unexpected experiences synonymous with the world’s most famous toy store.”

The 2017 holiday season debuted an exclusive collection of toys, specialty items, and holiday décor. Large format classic items such as the Giant Piano Dance Mat and the iconic oversized plush animals are now available alongside innovative new items such as Aviation Drones, educational STEM products such as the Rollercoaster Building Set, and maker items such as the Fashion Designer Activity Kit. The company has also enlisted a seasoned team of industry leaders. Conn will continue to support the development and expansion of FAO Schwarz and leading the marketing and business development to maximize the brand’s potential in each market. David Niggli, the former FAO president and CMO, was also named chief merchant. In his role, he brings with him firsthand knowledge to help create new experiences around the brand in stores and online. Niggli will spearhead revenue, profit, and merchandising growth objectives to help position the brand for sustainability, new market capitalization, and expansion.

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HERE’S A RECAP OF INDUSTRY HEADLINES • For more up-to-date news, visit aNbMedia.com • Sign up to receive FREE News Alerts on aNbMedia.com

Random House Children’s Books Seeks Licensing Partners for Two Bestsellers Random House Children’s Books (RHCB), through a new licensing function, has deepened its investment in the development of author and illustrator properties to extend brand equity, build consumer engagement, and generate new revenue streams.

With more than 9 million books sold in the R.J. Palacio’s Wonder publishing program, and the original novel translated into more than 45 different languages, the book is about an ordinary boy with an extraordinary face and heart. On the heels of its movie run (starring Julie Roberts, Owen Wilson, and Jacob Tremblay), Random House is presenting the brand for ages 8–12 with a focus on its main theme of choosing kindness (#ChooseKind). Consumers can already find several Wonder partners include Clarkson Potter for stationery and journals, Changes with T-shirts available at Hot Topic, Out of Print Clothing for accessories, Raymond Geddes with anti-bullying-themed classroom supplies, and SG@NYC for jewelry at speciality and online. The “We’re All Wonders” Auggie plush for ages 3–7 will also be introduced for spring 2018 by Yottoy.

Inspired by Emily Winfield Martin’s picture books, Dream World by Emily Winfield Martin is a new lifestyle brand geared to millennial moms of infants and toddlers. Martin’s The Wonderful Things You Will Be has held a top position on The New York Times Best Sellers list for more than a year, and has more than 1 million copies in print. Partners for the program include Finn + Emma for apparel, accessories, and toys and Milestone for special moments cards. New York Puzzle Company (puzzles), MerryMakers (plush), and Kids Preferred (nesting blocks, soft book, and bookends) will showcase product for a fall launch.

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NEW YORK TOY FAIR 2018 BOOTH #777

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Activity Z ebra

www.magformers.com - info@magformers.com - 734-667-1673 - @magformersllc CLASSIC

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FEATURED CONTENT

HOT WHEELS s r a e y 0 5 r o f h g i h g n ridi

I by

Christopher Byrne

distinctly remember purchasing my first Hot Wheels set. It was at the long-defunct Almart in the Concord Mall in Wilmington, Delaware. I was spending my Christmas and odd-jobs money on a set that included two cars, what seemed like a lot of track and a “power booster”—two rotating foam wheels that shot cars down the track at what seemed like a tremendous speed. It was certainly faster than we could push them. I also recall feeling a little bit disloyal to my beloved Matchbox collection, but the speed and performance of Hot Wheels had ultimately convinced my friends and me to switch allegiances. They were simply more fun when it came to racing, crashing and smashing. You know, the things kids love about toy cars. And they were versions of the coolest cars on the road.

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In 1968, American’s romance with the automobile was at an all-time high. Muscle cars, sports cars—any kind of car, really—drew stares on the streets. While real cars were well beyond our kid-sized reach at that time, Hot Wheels captured the freedom and power that epitomized the late 1960s.

Elliot Handler understood this, and he knew that kids—and especially boys—were looking for more action and play out of their toy cars. Kids wanted two things: speed and more speed. Throw in a few daring stunts and the ability to clamp track to the dining room table for a death-defying leap, and that was a peak play experience.

Getting to that speed required a complete revolution in toy car design. Instead of attaching wheels directly to the bodies of the cars, as had been standard for many toy cars, Mattel used an axle and what they called “frictionless” plastic wheels.

The very first Hot Wheels car to roll off the production line in 1968 was a Custom Camaro. It was significant because it was the first time that the population would see a car in miniature before General Motors released the real thing. The line was an instant hit, and as many as 200 different models were produced annually in the early years of the brand.

To understand the longevity of the brand which celebrates its 50th anniversary in 2018, we have to look beyond the literal toys themselves and into the connection they’ve made with kids over the years. Cars have long represented freedom, power and adventure, the chance to head out on the open road. For kids whose lives are fairly proscribed, this is a classic fantasy and an opening to imagination. Moreover, Hot Wheels provide a dynamic, broad-based play experience that encompasses so many different types of play from collecting and categorizing to competition to stunts and, of course, imaginative, narrative-based play. Like Mattel’s other iconic, 50-plusyear brand, Barbie, part of the magic of Hot Wheels is that for all the billions of cars sold, each kid brings them to life in unique and individual ways. They don’t dictate a specific type of play; they are a springboard for the imagination and as a result are as timeless as childhood.

The brand’s first half century firmly established it in the relatively small group of enduring toy brands. The appeal was so powerful that automotive designers clamored to be part of the Mattel design team, and the inspiration went both ways. As recently as

Hot Wheels City 2018 sets

last year, Chevrolet noted that many of its performance car designers had been inspired by Hot Wheels as kids. And, not surprisingly, Mattel and car designers have often worked together in interpreting real life cars into miniature versions. Add to this all the dramatic playsets and other innovations such as the Track Builders series, and it’s clear that the appeal of these toys continues strong, even into the third generation of kids who love them.

WHAT’S NEXT FOR HOT WHEELS? For a glimpse of what’s next for the brand, we spoke to Chris Down, senior vice-president and global brand general manager for Hot Wheels.

In some ways, things haven’t changed at all. “Being a ‘heritage brand,’ the sweet spot is still the core kid,” Down says. “We’re still selling the majority of our toys to three-to-seven-year-olds.” Down is quick to point out, however, that thanks to new technological innovations, such as integrating artificial intelligence and a recent partnership with Osmo, the audience for Hot Wheels is expanding and finding new ways to engage kids.

Down says that partnerships with video games, such as the award-winning Microsoft Forza, help expand engagement to fans from 18–24. Such initiatives move Hot Wheels out of being just a toy brand and into being a lifestyle brand—and one that’s shared over multiple generations. In fact, Down says, this multi-generational appeal is one of the strengths of the brand where parents, grandparents, and kids can all share an experience around the brand.

Technology will play an ever-evolving role in the future of the brand as well. Mattel is currently introducing meaningful ways to integrate virtual and augmented reality components into the play. Adding technology “with a brand like Hot Wheels carries a bit of a burden to deliver a positive play experience that is rooted in Hot Wheels play,” he says. “We’re not putting something out there that uses the name and is just some sort of technology demo.”

To that end, for 2018 the brand is introducing a new product called Augmoto. It combines AR features with classic Hot Wheels racing to add dimension, challenge, and what the company calls “Smart Racing” to the

brand. In addition to this enhanced toy experience, Down notes that they will continue to develop partnerships with traditional video games, such as EA’s Need for Speed or the aforementioned Microsoft Forza. “We’ve done integrations with more than a dozen video games for either consoles or mobile devices, and this is a trend the brand will keep investing in,” Down says. [Editor’s Note: For more information on how Hot Wheels is leveraging social media and user-generated content with its fans, see the article on page 114.)

The expansion of the brand has encompassed more than technology.

Americans’ relationship to cars has evolved. If cars on the streets are less dramatic, Mattel has added character to Hot Wheels…and we mean that literally. The licensing program continues to expand as cars inspired by Star Wars, Minecraft, Peanuts, the Beatles, and many others add cool collectiblity to the brand. As Down says, the goal is to “stay connected with culture and offer a broad variety of products of a wide range of consumers.”

CELEBRATING 50 YEARS Fifty years is a milestone achieved by only a handful of toy brands.

Down says that for Hot Wheels’ 50th, the celebrations will be characterized by an “always-on approach.” From the 2018 line to innovations in Track Builders called Hot Wheels City and innovations yet to be announced, including some forays into virtual reality, the goal is to keep the Hot Wheels experience central to a new generation of kids, while keeping the broader, cultural presence of the brand as strong as ever.

A recent airport experience illustrated just how strong the Hot Wheels brand is. A child of about 5 was going through the metal detector ahead of me, and it went off, to the surprise of his parents and the TSA officer. When the kid emptied his pockets, it was clear that the six or seven Hot Wheels tucked away had tripped the alarm. Of course. He couldn’t imagine going on a trip without his beloved cars.

I could relate. But you couldn’t find a clearer demonstration of Hot Wheels timeless appeal and a clear indication that kids will be playing with Hot Wheels for at least another 50 years.

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INDUSTRY FORUM TOY ASSOCIATION

Tackling Toy Safety Year-Round

S

by

Laurie Chartorynsky

preading awareness about the safety of all toys sold in the U.S. is a top priority of The Toy Association. In 2017, we continued to proactively—and effectively—debunk toy safety myths in the media and educate consumers about safe play.

Throughout the year, information about toy and play safety was promoted by Toy Association experts at consumer and influencer events across the U.S., with the goal of sharing important safety tips with parents and caregivers – from safe play outdoors to tips for new parents. The Association also engaged with dozens of digital influencers, who spread awareness about PlaySafe.org, and Toy Association staff appeared in several broadcast TV segments to share seasonal and holiday-related safety tips. These year-round efforts helped temper total media coverage of U.S. PIRG’s (Public Interest Research Group) and W.A.T.C.H’s (World Against Toys Causing Harm) “dangerous toy” lists leading up to the crucial holiday shopping season.

U.S. PIRG’s annual “Trouble in Toyland” report was released November 21 and supported by press conferences held simultaneously in Washington D.C., New York City, and additional states across the country. The report contained children’s products that were previously recalled and no longer offered for sale, showing that the group could not find safety violations among toys currently on the market. In addition, several toys in the report weren’t even toys, such as hoverboards, dishes, and balloons.

Still, The Toy Association was ready to combat these claims, with spokespeople on location at both the DC and New York City press conferences to provide reporters with factual statements and interviews noting the many flaws in PIRG’s list and the hundreds of rigorous federal safety tests and standards in place to protect children at play. The efforts were successful in balancing out media coverage; The Toy Association was included in 122 broadcast segments related to PIRG’s report (94 more segments compared to 2016), including pieces aired on PIX 11, NY1, NBC LA, ABC Washington DC, NBC National News, CNBC, and more. The Association’s messaging was also included in 149 print and online placements, not including syndication (112 more placements than in 2016).

“Like our member companies, we view safety as a year-round commitment to product quality and consumer education that helps families

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keep their children safe at play,” says Steve Pasierb, president and CEO of The Toy Association. “These holiday-timed NGO lists and scare tactics provide no useful new information nor productive guidance on safe play, exemplified by the fact that these groups were unable to find any real safety issues with the billions of compliant toys sold in the U.S.” The Toy Association’s positive messaging about the safety of toys and the flawed accusations made by NGOs was also included in 1,088 media placements covering W.A.T.C.H.’s list of “10 Worst Toys.” Released the week before PIRG’s announcement, the list included a recalled product, non-toy items, and several products that are fully compliant with federal safety laws.

In response to W.A.T.C.H.’s press conference held in Boston, Toy Association staff was on the ground to offer reporters accurate information on toy safety and a rebuttal to the group’s irresponsible claims. The Toy Association’s statement was included in 323 broadcast placements related to W.A.T.C.H.’s list – compared to 81 placements in 2016. Additionally, The Toy Association was included in 765 print and online articles – doubling its placement from the prior year. Outlets that mentioned The Toy Association included the Associated Press, Reuters, USA Today, World News Now, CBS, NBC, and ABC, among many more.

In the coming year, The Toy Association will continue to dispel toy safety myths circulated by uninformed groups, by highlighting everything that toy companies do to ensure safe play and lobby against unnecessary state and county laws that do nothing to improve toy safety.

The Association’s website, www.PlaySafe.org, continues to be a trusted resource for parents and caregivers who want accurate, helpful information about safe play. In addition, the Association’s cadre of PR and toy safety experts is also available to provide counsel for companies whose products are named in any type of consumer report or in the media.

The Toy Association members are invited to reach out to Adrienne Appell, director of strategic communications (aappell@toyassociation. org), for assistance.

Laurie Chartorynsky is a communications specialist and content developer for The Toy Association.

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INDUSTRY FORUM

ASTRA Does All This?

HOW ASTRA HELPS GROW

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I N D E P E N D E N T T O Y R E TA I L I N G B U S I N E S S E S

by

Kimberly Mosley, ASTRA President

ould it help your store grow in 2018 if your team better understood effective retail management practices? If you got bigger and better product discounts? If you had a forum for learning new ideas from toy retailers around the country?

The American Specialty Toy Retailing Association (ASTRA) can give you access to a useful package of education, product sourcing, networking, and customer outreach resources that are designed by independent retailers for independent retailers. This is all part of the ASTRA mission to develop and support independent toy retailers, manufacturers, and sales representatives to advance industry growth.

ASTRA focuses on helping you compete with big box discounters that may have sourcing, scale, and brand recognition advantages, and with e-retailers that may have significant cost and sales tax advantages.

You have some significant competitive advantages as well. You are nimble, unencumbered by a corporate bureaucracy, and you understand your local market better than any competitors. Here are a few ways ASTRA can help you leverage your advantages: Education for ASTRA members ASTRA Marketplace & Academy. Learn from the best in the business at the “Academy” part of Marketplace & Academy. You get quick, convenient education sessions full of information.

ASTRA Certifications. Bolster your business know-how, from marketing to personnel training to merchandising, when you become an ASTRA Certified Master Retailer. Become your community’s play authority with our Certified Play Expert program.

Webinars. Access on-demand online education taught by industry experts covering topics that help you run your business profitably.

Educational publications. Build business know-how, play knowledge, and more with weekly e-bulletins, the quarterly ASTRA Toy Times Magazine, and special ASTRA publications.

Share business ideas and strategies ASTRA Connect. A business sounding board at your fingertips, ASTRA Connect is a robust online community of specialty toy retailers who share ideas and information.

ASTRA events. Catch up with old friends and make new industry contacts at our annual Marketplace & Academy (New Orleans,

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LA from June 10–13, 2018); at ASTRA Meet, Visit, and Play events around the country; or at ASTRA Toy Fair events.

ASTRA Member Directory. Find manufacturers, sales reps, and affiliates using our online membership directory.

Product sourcing and discounts ASTRA Connect. Contact fellow retailers online and locate items you may not have on hand for a customer request.

ASTRA Toy Times Magazine. Keep up with new manufacturers and special deals in ASTRA’s quarterly publication filled with industry news, retail tips, and manufacturer profiles.

Toy Fair. ASTRA’s Share the Fair program helps you spot those stand-out, don’t-miss products you didn’t have time to find on your own. And don’t miss the discounts: some retailers report that exclusive member specials from ASTRA manufacturers pay their way to Toy Fair.

Year-Round Deals. Take advantage of specials, product support for your in-store events, staff training materials and services, and more from our manufacturer members.

Affinity Discounts. ASTRA does the negotiating and you do the saving from vendors like FedEx, Business Insurance, Paychex, OfficeMax, and many more.

Customer Contact: Helping to Build Awareness for Your Store and Put The Specialty Toy Difference on Display Online Store Finder. It’s there 24/7 for every toy buyer looking for quality toys: astratoy.org’s user-friendly store map. A couple of clicks and presto, your customer finds your store.

ASTRA branding. ASTRA’s logo means quality toys and service. On your door and website, it reminds parents that you are a part of the independent toy seller network.

Best Toys for Kids Award Program. The list highlights top toys chosen by ASTRA retailers—with free store marketing materials.

Neighborhood Toy Store Day. Start the holiday season by participating in ASTRA’s consumer outreach program designed to promote independent toy stores and shopping locally.

ASTRA exists to help you fill in your knowledge, strategy, and operations gaps. If you are inspired by the same vision that drives us here at ASTRA, I invite you to make this the year you tap even more of ASTRA’s resources for growing your retail business.

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INDUSTRY FORUM DESIGN EDGE

THE DESIGNER’S PERSPECTIVE

The Wild East of Yesteryear

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by

Matt Nuccio

’ve traveled back and forth to China for more than 20 years. My first trips were just to Hong Kong with the occasional trip into Shenzhen. Before the 1997 handover of Hong Kong to the Peoples Republic of China, venturing across the Hong Kong/Shenzhen boarder was a tad nerve-wracking. It was pre 9/11, and I wasn’t accustomed to the idea of soldiers holding machine guns to usher you along. The border queue was packed with people of all ages and I recall a lot of barbed wire. That same border today is much more organized and far less intimidating. It helps, also, that I have since crossed that border countless times. But of all my trips to China, it isn’t my first trip to Hong Kong or Shenzhen that stands out the most; It is the events of my first trip deep into Northern China.

We left out of Hong Kong on a flight six hours into China. We were in China to work with wood toy factories on a line of toy kitchens for Toys “R” Us that my travel-mate and customer, Jason Witkin of Toy Concepts, was developing. When we arrived at the airport we were greeted by a large group of people who we thought were from the factory. They led us to a car and sent the two of us off with only the driver. We never saw any of those people again. The day was cold and nothing like the warm humid weather we left in Hong Kong.

Our driver spoke no English. We drove for hours into the mountains in silence. Occasionally we’d pass an abandoned cluster of high-rises spaced every few miles between billboards honoring Yang Liwei, the first Chinese national in space. As the sun set, our driver started making calls on his cell phone. At one point he pulled over the car, muttered something in Mandarin, and then left us as he walked off into the woods. After 30 minutes we began to panic, but an hour later he returned with gas and we were off. For hours there was no one else on the road but us. Eventually we arrived at our destination, a small mountain town. Our hotel was called 4 Star, and at best, was a half star. I walked into my room to find a large beetle-like insect on my pillow. I tried to sleep on a wooden chair instead.

That night, however, for whatever reason, they shot off fireworks until the break of dawn. Sleeping was futile.

The next morning a group of people came to our rooms to great us.

They brought us to a restaurant where the “major” was there to supposedly honor us. At 7 a.m. he was drinking warm beer and chain smoking

26 tfe February 2018

cigarettes. He would spit on his cigarettes and put them out in his beer glass. The smell was unique to say the least. From there, we headed to the factory to work. Thankfully, the factory was very clean and organized. I was very impressed with their wood-working skills. Many of the workers showed me around and displayed some tricks of their trades. When lunchtime came, the major met us once again. This time for a parade in our honor. After a 30-minute ceremony, the major gifted us with large scrolled paintings and beautiful boxes of tea. We drank with the major and ate the smallest ribs I’ve ever seen. After lunch, we went back to the factory and worked in the third floor conference room until late. At one point, Witkin plugged his laptop into the wall outlet creating a small explosion. The lights went out. First they went out in the building we were in, and then, we watched out the window as every building across the village went out.

About an hour later, the power was back up. We didn’t say a word.

For several days, our time continued in a similar pattern, we woke up early and had beer for breakfast with the major. We went to work and had beer for lunch and dinner with the major. You would think that very little got done, but after a week working tight with the factory, we developed some amazing products. The major had a farewell party for us (with more beer) and we headed off the follow morning for the airport. I was not long fast asleep in the car when suddenly I was covered in mud and the car was drifting sideways. We were caught in a mud slide. Our bags, with all of our clothes and samples, were covered in mud.

We flew back to Hong Kong looking, and perhaps feeling, like two filthy homeless guys. But we had an adventure, and we knew it.

Today much of the mountain roads we traveled have been replaced with highways. The result is, with easier access to these factories, a major boom in production. These once small factory towns are now industrial cities unto themselves. It is now also commonplace to see “Westerners” in these towns. Gone are the days when the major could become your new drinking buddy and throw parties in your honor. The Wild East is becoming tamed.

Matt Nuccio is president of Design Edge, a New York-based graphic design and research development studio. For more information, he can be reached at (516) 377–0500 or matt@designedge.net.

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INDUSTRY FORUM JWB&A

Is There a Secret Formula for Finding Funding?

A

by John

Brady

ll children’s products companies share a common need: capital. Whenever a change is on the way—an acquisition, aggressive organic growth, a sale or the retirement of the owner, a merger, a downturn or upturn in sales— you need capital to affect that change.

So, how do you go about finding it? Perhaps you have a war chest against just such a need, or you have a close and long-standing relationship with your bank. Maybe you have a partner with deep pockets, or investors who believe in your business model. Most companies don’t have such good fortune. The good news is that there are more than a few funding sources for small- to medium-sized toy companies. And because not everyone in the business is intimately acquainted with the options, I will share what I think is a winning formula.

Most successful business managers, whether start-up or multi-national conglomerate, don’t rely on one source of capital. They diversify their funding, much the way you would diversify your investment portfolio.

First-time Toy Fair exhibitors are familiar with bootstrapping and relying on the support of friends and family members, but this article is meant for those companies that have been in business for a few seasons and are familiar with SBA loans, IRS expense deductions, SBIR grants and TIF subsidies, all of which can be used to help finance your company’s activities, while not being a sole solution on their own.

Where should a growing company turn for funding? More than a few toy companies have partnered with their factory suppliers, striking deals by which the factory invests in tooling and the company develops the products and brings the trade customers to the table. In the toy business, two of the largest operational cost factors are tooling and inventory. If the factory does the heavy lifting on one or both, it goes a long way toward making a product launch successful. There are two other sources that companies often turn to: angel equity and private equity. With both, company owners must consider selling a stake in their enterprise, but there is a significant difference between these options. Angel investors typically don’t want to control your company but are willing and able to lend valuable business expertise, possibly even industry-specific expertise, in addition to investing in the company. This can propel it through the rip currents that small companies encounter on their way toward the next level of growth, and help it stay on course while it establishes itself as a viable competitor in its product categories. Private equity entities, how-

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ever, often want sole or majority ownership with the power to control the strategic plan and future trajectory of the company. Having worked with, for, and across the desk from several private equity companies, I suggest going in with eyes wide open when considering this kind of partnership.

Every company has an on-going relationship with its bank, so this can also be a good option. They are open to various financing terms and are willing to meet all asset needs, such as working capital, real estate, and equipment purchases. The assumption in dealing with a bank is that the loan will enable a cash flow sufficient to cover the interest and principal payments. A bank manages its risk through personal guarantees and/or secured interest on personal assets, which may compound your level of risk.

Questions to ask when considering one’s options: • What’s the best type of capital for my business today?

• What is the right mix of capital for my future needs?

• What pricing is reasonable for each type of capital?

• What kinds of outside controls should I expect to see over my business?

• How do I know who to trust?

Where can a business owner go for this very specialized advice? While your CPA or attorney can be helpful, finding business capital is not their primary area of expertise. The best capital advisor for a growing business is likely to be an investment banker (commonly referred to as an i-banker). An investment banker specializes in helping clients not only find the amount of capital they need, but the specific type and structure of that capital. Because i-bankers participate within the capital markets every day, they have relationships with numerous providers and the ability to reach out to new ones. They provide critical advice on areas such as: the types of capital available; current market pricing expectations for different forms of capital; the controls, security or covenants typical for various types of financing; and how to match types of financing with the specific elements of an enterprise’s growth plan.

An i-banker will help develop the optimal presentation that tells your story to the market, and often even makes the initial presentations on your behalf, managing the communications with potential funding sources. Using an i-banker may actually open doors that some companies cannot access on their own. Additionally, financing sources view the choice to use an investment banker as an indication of financial and strategic sophistication. In the end, the challenge of competing in the toy business is exhilarating and highly specialized. So is securing capital. If there is a need for capital in your future, my advice is “do what you do best and delegate the rest.”

John Brady is manager partner of JWB&A Business Consultants. He can be reached at john@jwbradyassociates.com.

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COMPANY PROFILE

Becoming a Top Dog

L

by Jennifer

Lynch

ong gone are the days when a good idea was all it took to make a toy successful. But so are the days when a TV marketing campaign was all it took to give a toy the extra push it needed to become a hit. In today’s toy market, a comprehensive omnichannel approach to content—not simply product— is what wins over today’s consumers.

Others in the industry mostly consider themselves first and foremost toy makers that have expanded into entertainment.

But Alpha Group is “as much an animation company as it is a toy company,” says Brehan Maul, vice-president of global brand management and marketing.

And, as a wholly-owned subsidiary of Alpha (Guangdong Alpha Animation and Culture Co., Ltd), one of the largest animation, toy and entertainment groups in Asia, some might say it’s this mindset that’s given Alpha a leg-up in its expansion out of China and into regions such as North America (originally as Audley Toys).

As more toymakers and entertainment companies look to make headway into the Asian market through partnerships with Asia-based distributors and companies, China has long served as Alpha’s home base.

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“We have extensive distribution points, strategic partnerships, and our own children’s network in Jai Jai TV,” says Maul.

“We believe that our greatest strength is that we know the market so well, and know what will work and more importantly, what will not. Parents and children in China want different experiences from their toys and content than those in the West. Not everything translates, so the best and most successful properties are thought through with this understanding. It’s not always easy to balance the differences but that’s why we work so closely with our China domestic team to align early and align often.”

Alpha’s background as both a content creator and toy maker has also been the key component to its global expansion. In just under 18 months, the company established multiple offices throughout Europe, Asia, and the Americas. This included the opening of its Los Angeles offices and West Coast Alpha Pictures and Alpha Animation studios. Part of that success also comes from choosing properties that drive content and toys hand-in-hand from the start. This was the approach the company took when launching product behind the animated preschool property Super Wings, which debuted on Universal Kids (Sprout, U.S.) and

Treehouse TV (Canada) in 2015 and expanded its distribution to Netflix last fall. “The beauty of our model is that we are open to various executions when developing IP and content,” says Maul. “Aside from our internal animation team, we work with a number of best-in-class production, animation, and writing partners to ensure high-quality content ahead of trend. We remain flexible and that’s what allows us to work with such great partners.”

Alpha is applying that same strategy to other projects it has in the works for 2018 and beyond. One such project is Wild Screechers!, which bridges the innovation Alpha has brought to the R/C aisle (Drone Force and Sky Rover) with its expertise in animation. The animated program, based on its Chinese hit Opti Morphs, is being reimagined for Western markets with the help of the Man of Action writing team (Ben 10, Big Hero 6) and executive producer Matthew Wexler (PAW Patrol, Bakugan). The toy line, launching at Toy Fair with morphing character vehicles, coincides with digital content to be followed by a full episodic series planned for 2019. The first four Screechers Wild animated shorts launched on YouTube last month. Network negotiations are ongoing.

Alpha will announce more partnerships with top evergreen entertainment properties in the coming months, although Alpha was unable to share details as of press time.

Maul says, “We spent the last year or so profiling who we were and what we are capable of to retailers, network partners, animation developers, IP holders, and licensors, and now those discussions are turning into bigger and better projects for Alpha.”

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COMPANY PROFILE

WICKED COOL TOYS TO CATCH ’EM ALL THIS SUMMER TFE discusses Wicked Cool Toys’ new look and role as Pokémon’s new master toy partner with Gerhard Runken, Vice-President of Marketing & Brand Strategy.

Wicked Cool Toys (WCT) debuted a new look for itself last December. Give us an overview of the rebrand.

As WCT grows and expands into other categories and extends its reach we wanted our branding to express those same aspects. We simplified the logo and really focused on three elements: (1) The name and making it clear and easy to read, (2) Keeping the spaceman, which gives the feeling of fun, adventure, and that anything is possible, which is what WCT is all about. (3) Switching to the color purple, which stands out and is energetic.

We are excited that our new brand look will not only be another step in WCT’s growth but will also become a brand kids love and parents can trust for years to come.

The Pokémon Company appointed WCT as new master toy licensee for the Pokémon brand. Tell us about the new line.

We started development in early 2017 and are super excited and proud of the line we have created, slated to hit shelves in July. We went in, knowing we wanted to redesign and innovate everything from product to packaging. Our goal was to make sure we gave the consumer something new and fresh while staying true to the core of the Pokémon brand. We also wanted to make sure the consumers had more of their favorite Pokémon to engage with from the physical stand point.

Over the course of the year, consumers will have more waves and more Pokémon to play with than in previous years. We also wanted to create much more engagement within our line, and you’ll see that with our Power Action Pikachu, Pop Action Poké Ball, and 4.5-inch figures.

Pokémon Go helped bring the property back to the forefront of consumers’ minds. What steps is WCT taking to ensure the toys deliver the same play value?

We not only love Pokémon but we are actual fans of the property. Combine that with WCT’s team, many of who have a history of working and running the brand, it was a perfect partnership.

We are going to innovate, however, in a way that makes sense for the brand. So many people want to just throw out buzz words and say we have a product with such and such brand. We looked at every single product and reimagined and reengineered every aspect of the line.

We know that fans love the trading card game and video game because that is where they engage with the 800-plus Pokémon, and we

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Pokémon’s Decidueye and Clip ‘N’ Go

wanted to create a similar experience.

We love technology and we will be utilizing it where it makes sense.

AR has become very interesting, and the experiences you can create are imaginative and engaging. We are looking at several concepts and technologies including AR. When we do decide to use them, we are confident they will meet the demands of Pokémon fans.

Classic items will make up the core of the line. Scaled figures, Poké balls, plush and roleplay are proven fan and collector favorites. Even though they are core, we are still delivering innovation by giving figures new articulation and features and creating more advanced feature plush.

We are also looking at the social play of the brand and always looking at how we can create product that can be used by one or multiple users.

Wicked Cool is also growing its executive, how do new players such as Herb Mitschele aid WCT’s strategy moving forward?

WCT is rapidly expanding and with the addition of Pokémon, we will truly become a global company. Mitschele, our new executive vice-president of global sales and operations, ran the international business for Playmates Toys during Playmate’s re-launch of the Ninja Turtles brand in the early 2000s and built it into a hugely successful program around the world.

His background is perfect for where we are as a company, helping to instill process and systems from an operations perspective and better organize WCT from a global sales perspective.

Booth #2525

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Booth #673

1/25/2018 1:50:37 PM

Trending in 2018

THE TOYS KIDS WILL GIVE A ABOUT

“

After five years in the making of Poopeez, the pervasiveness of the poop emoji emerging as a pop icon and the popularity of viral campaigns from companies such as Poo-Pourri, Squatty Potty, Lysol, and Febreze have helped to prove that poop is topical.

Potty humor is timeless and transcends age demos and geographic boarders.

Retailers have embraced this trend, due to popular demand and proof of sales in other categories. Blind collectibles continue to be white hot, so after success with both Mash’Ems and Fash’Ems, we think the time is right to introduce this theme to the collectibles space. And with Poopeez being one of the first poop collectible product lines to hit the market—we’re excited to ‘get this potty started’!”

N

ot every trend comes up smelling like roses and this year, it seems like the toy industry is taking a plunge into the toilet—in a good way—with these new lines. Potty humor has long tapped into the gross fun that kids love but this year, it may take the throne as the “it” trend flushing out the competition. The following represents a sampling of the latest poop-themed products hitting shelf..

Compiled by Jennifer Lynch

The Poopeez from Basic Fun follow the adventures of the toilet-themed crew (T.P., Pooji, Skidmark, The Toot Fairy, Dumpling, and Lil’ Squirt) on their adventures in Kerplopolis. Series one features more than 36 characters to collect in single capsules as well as a Toilet Launch playset and Porta Potty Multipack of characters.

Ashley Mady

Co-Creator of Poopeez Head of Brand Development, Basic Fun!

Fun2Play’s Squishiez Poo-F.O. Party Poopers fuse poop and aliens to create a new line of collectibles.

Brought to you by the brand Poo-nicorns, Poo-F.O. Party Poopers Squishiez feature combinations of metallic colors and shimmer.

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In Flush Force from Spin Master, toxic sludge has mutated everything in the sewer and everything that’s flushed is coming back up the toilet to attack. The collectible line uses “flush-to-reveal” technology; fill the toilet tank packaging with water and shake. If the water changes color, you’ve got a rare character. There are 150 characters, including rare and super-rare Flushies. The line includes the Potty Wagon playset, Number 2 Packs, Filthy Five Packs, Bizarre 8 Packs, and Collect a Bowls (pictured).

In Don’t Step In It Game from Hasbro, players place mounds of brown compound on the game mat, then take turns spinning the spinner to find out how many steps to take across the mat while blindfolded. The player to make it to the end of the mat while stepping in the fewest poops, wins.

Who Did It? is a three- to six-player card game from Blue Orange Games in which players race to get rid of their cards so they can avoid the blame of owning the animal that pooped. In each game, quickly find your card, be the first to throw it down, and then blame someone else. The poo-shaped plush zippered pouch stores all the cards and tokens for play on the go.

Ideal’s Plunge It is a humorous skill-and-action game from Alex Brands. Flush the toilet to begin. Pass the plungers around the flushing toilet until you hear a farting sound. Act fast and be the first to plunge the poo.

February 2018 tfe 37

HONG KONG

TAKES CENTER STAGE by

S

Christopher Byrne

torms in the U.S. couldn’t deter the toy industry from making its annual trip to Hong Kong where despite frigid temperatures at home, a warm welcome awaited. In fact, the four fairs attracted more than 126,000 buyers from around the world, an increase of six percent over 2017.

The four events included the Hong Kong Toys & Games Fair, Hong Kong Baby Products Fair, Honk Kong International Stationery Fair and the Hong Kong International Licensing Show. The mood throughout the Hong Kong Convention and Exhibition Centre was upbeat throughout.

Interviews with buyers and attendees in the halls at each of the shows were extremely positive. Overall, buyers reported that inventory levels were very good going into 2018, certainly better than the previous year, and they were eager to buy.

Many first-time exhibitors were hoping to find broader international distribution for their products, and by the third day of the show, several reported that they had made significant progress throughout Asia, though finding distribution in the U.S. for several Hong Kong companies continues to be a challenge. Many were pleased by the strong presence of

38 tfe February 2018

buyers from South America, several of whom said that between their trips to Hong Kong and Nuremberg they were finding whatever they needed, and added that they would not be attending the New York show this year.

Not surprisingly, there were several overarching themes at the shows, all of them taking into account what had performed last year and what exhibitors were projecting for this year. What was notable as well were the trends from previous years that may have seem to run their course, in this always-changing industry. For example, there were significantly fewer drones than we had seen in years past, while arts and crafts of all types were much more in evidence. Most prevalent of all, however, is the evolution of design in products across all classes of merchandise. In more than 20 years of attending these shows, its’ been exciting to watch the growing evolution of product design. Design of Hong Kong product are more sophisticated than ever. Sleek lines, dramatic use of color and contemporary packaging make these world class products that easily translate to many countries around the world. While this was certainly evident in preschool toys, baby gear from Hong Kong and other Asian countries have been developed for today’s style conscious families, where the design of a car seat

or a high chair is as important as function and a lifestyle expression. Moreover, these outstanding lines deliver great value. We’ve often said that great design doesn’t have to cost more, and even a casual stroll through the Baby Products Fair made that abundantly clear.

strategic decision to find expanded markets for both the train sets and the scenery. He acknowledges that with a target customer ages 50 and up, his potential market is smaller than other companies, but the Hong Kong platform gave him the best possible opportunity to reach it.

Collectibles Everywhere It will come to no surprise to people in the U.S. that collectibles, blind bags and unusual and, shall we say, idiosyncratic characters were everywhere. These high margin goods were among the things buyers were most interested in.

High end collectibles, however, have always been a major focus in Hong Kong. Established companies like Soap Studio showed various different interpretations of classic characters, while first-time exhibitor Bigboystoys Company, unveiled new large-scale collectibles—about a foot tall—of urban vinyl-styled interpretations of classic characters in its Bulkyz line. With suggested retail prices of $110 to $150 in the U.S., these are for the adult collector and will be sold in the U.S. through the Gamesoft platform.

At the very high end—and clearly for adults, German company Noch was showing its train in a case models. These small, electric systems will retail for about $1,000, and they are definitely for a specialized market. Noch is 117 years old this year and has primarily manufactured scenery for model train sets throughout its history.

According to Dr. Rainer Noch, president of the company, coming to the Hong Kong Fair was a

Next Iterations of VR and AR Several exhibitors were showing virtual and augmented reality products. Augmented reality was much more prevalent this year. According to buyers looking for tech products, virtual reality toys continue to present challenges, largely around delivering a good experience for a reasonable price. Augmented reality, on the other hand, is easier to manage and offers more opportunities for co-play, as well as being more affordable for consumers.

Dinosaurs are going to be everywhere this year—thanks to a little movie coming in June— and Eastcolight of Hong Kong unveiled its AR Dinosaur. The set allows players to place one of six dinosaurs in the actual environment, so we watched as a T-Rex marched around the convention center. It’s an elegant and easy-to-use system that will sell for about $70 in the U.S. Eastcolight is hoping to have placement in Apple stores later this year.

BigBoysToys’ Bulkyz collection samples

STEM/STEAM Dominate Educational Sector According to Hong Kong educator Doug Moore, who appeared on the STEM and STEAM panel I moderated as part of the Toy Industry Conference presented during the show by the Hong Kong Trade Development Council (HKTDC), STEM and STEAM are particularly important in curricula in Hong Kong and other Asian countries, and he actively uses toys and play experiences in his classrooms to foster and reinforce that knowledge.

The Toys & Games Fair included an entire pavilion dedicated to these toys, covering a variety of topics. Topics and toys included robotics, engineering and design, and even some music toys.

From creating and building a model internal combustion engine to preschool toys that used blocks to simulate programming and sequential thinking, this was serious education delivered through immersive and fun activities.

An Essential Center for the Toy Industry Given all the dynamic and innovative product, it’s no surprise that the Hong Kong toy export market has continued to grow significantly.

According to figures presented by the HKTDC, for the first 11 months of 2017, exports grew 32 percent over the previous year, valued at about $5.7 billion U.S., and when the final numbers for the year are tallied, it was anticipated that overall exports for the year will be “very much up.”

While exhibitors at the show have been aggressively seeking new markets, the top markets for Hong Kong exports continue to be the U.S., China, Japan, German and the U.K. To further the global reach of the show, HKTDC organized more than 120 buying missions from 65 countries and inviting 9,000 buyers from 6,200 companies to attend the fair.

Since buying takes place all year, at the shows, HKTDC also launched a newly expanded sourcing function. In addition to HKTDC’s effective business matching programs, the “Exhibitions Online” platform covers both toys and baby products. According to Benjamin Chau, acting executive director of HKTDC, “the new initiative not only features fair updates and the latest industry sourcing information, but it also allows suppliers to connect with worldwide buyers and extends the exhibition online platform by encouraging suppliers to use online-to-offline (O2O) promotions beyond the fair period.”

As the fairs wound down and exhibitors eagerly sold samples to one another in the last hours of the show, the mood remained upbeat, and predictions for 2018 were optimistic. Time, of course, will tell, but between new markets, high value and lots of innovation, as the Magic 8 Ball, about as accurate forecaster of the year ahead as any, might say, “outlook good.”

February 2018 tfe 39

FEATURED CONTENT

I DEFINING STEM TOYS:

Exploring Labels for an Expanding Category by

Elaine Andrus

Star Wars Droid Inventor Kit from littleBits

40 tfe February 2018

n the 1920s, a German book publisher launched its first handson science kits for kids and young adults. And since then the company has used different names to describe its products, ranging from science kits to experiment kits, for instance, says Andrew Quartin, CEO of Thames & Kosmos (T&K). Today, T&K is among the growing number of toymakers to embrace the “STEM” label to describe its 140 kits containing more than 3,000 science experiments. “It’s a more all-encompassing term than ‘science’ alone and a better overarching description of our entire product line,” says Quartin.

Even though STEM literally stands for Science, Technology, Engineering, and Math, this term is now used to describe thousands of products ranging from wooden blocks and microscopes to robots. They’re marketed toward parents seeking to give their children a jump start in developing the logic, creativity, problem-solving, and technical skills required for jobs later in life in STEM-related fields.

“From a consumer standpoint, many are just becoming familiar with the terminology,” says Laurie Peterson, founder of Build & Imagine.

“While many toys have foundational STEM skills built into their play pattern, what we’re noticing in retail is that STEM collections do best when they feature toys whose main purpose closely ties to science and engineering. This means science kits, robotics, engineering kits, and coding.”

STEM: What’s In A Name?

A STEM toy should ideally strengthen fine motor skills, improve hand-eye coordination, build children’s confidence in using their own imagination to build things, and allow kids to practice math skills and their real-world applications. Many high-tech toys also tap into creative reasoning and computational thinking through a mix of coding and hands-on, physical elements, says Lindsey Gideon, corporate communications director at Hexbug. “A good STEM toy will provide not only a valuable learning experience, but also fun and engaging play value that kids keep coming back to for more. There is a delicate balance that a toy creator needs to find for a STEM toy to be successful,” she says.

Some toymakers have also found the engaging play experience can be a stronger draw for parents than the STEM label once they are familiarized with a product or toy brand. For example, Build & Imagine initially led with STEM-related messaging for its construction line but found that parents were more drawn to the product’s imaginative qualities and repeat play value. “First you have to convince parents that your toy will get some serious play time,” Peterson says. “Then, you can make the parent feel good that their kid is developing STEM skills as they play.”

Horizon Group USA also focuses on the discovery and

exploration aspects of its craft, magic, and science kits rather than highlighting their connection to a specific subject matter. “The benefits of creativity aren’t limited to the arts. When children explore an activity and its link to the world around them, we deliver a newfound experience.

That is what STEM means to our market,” says Evan Buzzerio, CMO of Horizon Group USA, which offers a line of Discovery Kids science kits and will unveil a new line of MythBusters kits later this year.

Unfortunately, though, there are still many “STEM” products on the market that leave industry experts raising their eyebrows. With toymakers misusing the STEM label and some parenting resources calling out toys such as color-by-number books, bubbles, and ride-ons as recommended STEM products, it can certainly muddle the waters for consumers on the hunt for true STEM tools for their kids. While few would argue the use of the term to describe products from toy manufacturers with missions rooted in engineering, robotics, and the natural sciences, problems come into play with the misappropriation of the STEM term by marketers.

Educators advise that STEM skills should go beyond knowledge in a specific subject and include the ability to make predictions, hypothesize, and apply science and math concepts to solving real-word problems. “By combining these subjects together into one word, you are acknowledging their interconnectedness and the importance of teaching applications (engineering/technology) alongside theory and principles (science/math),” says T&K’s Quartin.

To help parents better recognize true STEM toys, retailers and educators are lending a hand.

On the retail side, Amazon launched its STEM Club subscription service last year, offering STEM toys hand-picked by its toy experts that cater to age and vary by topic and concept.

Schools and libraries are also developing MakerSpaces where kids can informally tinker,

explore, and innovate using a variety of inexpensive materials. “This, along with the Next Generation Science Standards, is driving huge demand for project-based science and engineering kits,” says Quartin.

With more teachers looking to incorporate new tools into their classrooms, having a presence in schools can also help toymakers gain the confidence of skeptical parents. Osmo’s games, which feature magnetic physical blocks that interact with a user’s smart device to teach concepts such as beginner coding, math, and physics, have been adopted in more than 25,000 schools since the company’s launch in 2014.

“Many of the STEM toys that are popular this year aren’t overwhelming or discouraging to children,” says Karen O’Dell who heads Osmo’s public relations and communications.

“One of the trends that we’re seeing is toys that complement what students are already learning in school.” Those are the toys that sell off the shelves, she adds.

Coding or Programming?

While programming is a broader term that can include using computer hardware or other physical elements, coding implies using a computer language to produce an outcome, and in toys, this often means using drag-and-drop blocks of code to produce a specific action in a toy. “From our research, many coding toys are simple blocks and input-based toys, as opposed to something that teaches true programming through various programming languages like Modkit, Scratch, or ROBOTC,” Hexbug’s Gideon says.

Coding toys are becoming go-to introductory tools to the computer sciences, thanks to their user-friendly interfaces. Elemental Path’s new STEMosaur uses the same built-in conversational intelligence as its Dino predecessor but allows kids to further customize their interactions through code. “We’ve tried to develop STEMosaur’s coding panel to get both kids and parents comfortable and interested in coding,”

says Donald Coolidge, co-founder of Elemental Path. “Coding can be an intimidating concept.

We reduce that by making coding lessons that start from zero and progress based on a ‘learn at your own pace’ process.”

Moving Away from the “For Girls” Label With women still holding only a small percentage of STEM-related jobs, toymakers are embracing the challenge of getting girls interested in STEM. “Part of the reason Build & Imagine has been successful is that we have a lot of respect for kids; We believe that young girls are a diverse capable group of individuals that should be exposed to a wide-range of play styles and themes,” says Peterson. Build & Imagine avoids using the “for girls” label and includes both male and female characters.

About 40 percent of users of littleBits’ electronic building blocks are girls. One key to engaging with more girls has been to thoughtfully strive for gender neutrality in the products’ appearance, in its marketing, and in the creations made with its kits featured on its social channels and website. “According to several studies, kids’ interest in STEM subjects starts to drop off in elementary school, and it’s even more dramatic for girls. So our aim is to get more girls into technology to even out the numbers, and we think that having a gender inclusive product will help us accomplish that,” says Amy Janzen, head of communications, littleBits.

Thames & Kosmos also worked with female engineers, scientists, and teachers to develop its new line, Pepper Mint. By incorporating storytelling elements focused around a strong female character, the company hopes to make the line more gender inclusive while avoiding the “for girls” label.“We don’t want to determine which gender a toy is ‘supposed’ to be played with,” Quartin says. “At the same time, we want to tell stories showcasing curious youngsters of all genders, so everyone feels included and capable of learning science.”

February 2018 tfe 41

FEATURED CONTENT

STEM Toys: Redefining the Aisle STEM has become a catch-all phrase for many marketers, making it more difficult for consumers to shop. However, those that are correctly using the label are offering a range of products that teach relevant science concepts for today’s kids through play.

What follows is just a sampling of some top toymakers in the category.

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(1) Developed as part of the Disney Accelerator Program, the littleBits Star Wars Droid Inventor Kit allows kids to create their own Star Wars robotic companion and program it to complete a variety of missions. This year, it adds new coding capabilities. (2) Build & Imagine’s Creativity Castle is a castle-themed magnetic building set featuring 14 illustrated magnetic building panels, two wooden dress-up characters, and 40 magnetic accessories to spark storylines each time kids play. (3) With the Tech Will Save Us DIY Thirsty Plant Kit, make a moisture sensor, power it with solar energy, and then use it keep your plants hydrated. (4) With VEX Robotics Boxing Robots by Hexbug, use the smartphone app to power, build, drive and control, and battle your own balancing robot boxer. First one to knock their opponent off balance and stand alone is the champion. (5) Explore the microscopic world around you and the solar system beyond with the Discovery Telescope & Microscope Lab from Horizon Group USA. Learn the basics of how to use a microscope with the included prepared slides or look through the 30mm telescope lens to explore the Moon, stars, constellations, and more. (6) Thames & Kosmos’ new Pepper Mint STEM kits (not pictured) follow the adventures of Pepper Mint, a young engineer. The activities are presented in storybook manuals. Read the stories of Pepper Mint’s adventures, and build the projects and conduct the experiments that appear.

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Q FEATURED CONTENT

State of the Industry: Specialty Market

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by Jennifer

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n the past, this piece primarily sought to shed light on the struggles and opportunities facing smaller toymakers. However, as we talked with industry leaders, one thing became evident: the topics that once permeated the aisles have given way to new ones. Conversations focused less on acquiring shelf space, budget restrictions, and other big-guy-versus-little-guy issues, and moreso on the opportunities afforded by operating in the specialty retail space, especially in a post-Amazon world.

When consumers do choose to head to their local brick-and-mortars, they demand a great retail experience. And when it comes to this, many of the toymakers interviewed see specialty as having the leg up over their big-box competitors. Games and arts and crafts in particular are thriving areas in this retail space, in part, for this reason. TFE interviewed an assortment of current industry leaders to gain their perspectives and predictions for the year ahead. Listed alphabetically, here is what they had to say:

ALL THINGS EQUAL Eric Poses, Owner What are the challenges and opportunities you are finding in the games category?

The obvious benefit of the game category’s continued success is that more people are playing games and looking to buy new games. The challenge is that there are so many new games to choose from. This is true for both consumers and retail buyers, which means your titles need to stick out from the herd. While I have developed a dozen original brands over the last 20 years, my main focus recently has been developing licensed properties, so I can market my games to a large, built-in fan base that is likely more inclined to pick my game(s) from the crowd. [Editor’s Note: This year, All Things Equal will co-brand some of its bestsellers with popular, niche licenses including two new titles based on the cult classic film, The Big Lebowski.]

What kind of impact has social media and online shopping had on the games space in terms of demoing gameplay (something that’s traditionally been difficult to show on shelves) as well as highlighting what differentiates your games?

Traditional retail limits manufacturers’ ability to ‘sell’ a product to whatever is on the outside packaging. Social media and online retail allow manufacturers and customers of your product(s) to go beyond the box and instruct the potential consumers on what to expect when they have their first game night. Retail stores are also more likely to merchandise your

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product(s) if the online reviews are numerous and positive and your title(s) are being discussed enthusiastically online.

What do you think today’s tabletop gamers are looking for in terms of gameplay?

While I’m sure the RPG and strategy gamers are looking for something much deeper than the family/party games my mind is capable of developing, but in the end, everyone is looking for a fun way to pass the time. My family and I play lots of different games, are always on the hunt for new ones, and we’re the type of gamers that like simple rules where you can open the box and start playing in 10 minutes. These are the kind of games I’m inclined to develop.

ALEX BRANDS Neil Freidman, President Alex, while large in size, maintains a dedicated customer base in the specialty space—what changes are you seeing here both in terms of challenges and opportunities?

The specialty retail channel is where Alex began and these customers will always be important to us.

We usually see trends start in the specialty retailer which in turn creates higher demand filtering to all toy retailers.

The challenges the specialty toy channel is facing is not unique or theirs alone to face. The e-commerce world is gaining market share and all retailers need to rethink how stores sell to consumers. As the retail

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landscape changes, there is a great opportunity with these specialty stores because of their ability to turn shopping into an experience. Keeping consumers entertained by offering play days and in-store events is critical to their success. Alex continues to support them by offering these types of programs.

While Alex has diversified its toy portfolio through various acquisitions, Alex’s DIY and craft lines still makes up a large portion of the company’s offerings—how has social media offered insight and inspiration for new lines in this space in particular?

With the use of social channels now more than ever companies can become immediately aware of what’s trending, what’s in demand, what kids are crafting today and react to it.

Not only can we use these social channels to draw inspiration but we also can use them to inspire crafters with videos, images and blogs.

The reach available for brand recognition is above and beyond anything we’ve had available before and it has had a great impact on Alex DIY & Crafts.

Alex is bringing back the iconic Original Big Wheel, what plans do you have for the brand in 2018?

Alex Brands is bringing Big Wheel to new heights in 2018 with the introduction of fresh product designs and colors that will surely grab the attention of parents and kids alike. This nostalgic brand still resonates with parents of today; This is a brand they grew up with and many have fun memories they want their child to experience.

ASTRA Kimberly Mosley President As more specialty toy makers look for different

ways to do business (including selling online) in order to compete in today’s marketplace, how is the definition of what makes a toy a specialty toy changing?

This is a question that the American Specialty Toy Retailing Association’s (ASTRA) volunteer leadership has been discussing as we evaluate how to respond to constant change in the industry. As the range of retail sales platforms evolve and increase, certainly we see more and more products migrating across traditional mass market vs. specialty categories. Added to this is a growing understanding of and commitment to the importance of developmentally appropriate play across the toy industry—in no small part driven by independent retailers who often are the play experts in their communities.

We see this as generally good news for ASTRA retailers, who have always had the role of promoting healthy play and “curating” the best products to put in their stores. And they do it in a way that fits their brand and is aligned with the needs and culture of their local community.

Today’s independent retailer is looking for the same product they have always carried: the top quality toy with high play value that will engage children in a sustained way; a toy that will last, in every sense of the word; a toy that is about the features of the play, not the features of the toy. As toys with these qualities become more available online and even in mass market, ASTRA has become more focused on products based on play value and quality, and less on the size of manufacturers or the distribution channels they use.

What resources is ASTRA offering its members to better prepare them to compete?

We have a number of initiatives in the pipeline that will be announced during 2018. Generally, we are looking to welcome new audiences to the ASTRA family; build more effective ways to track and proactively respond to business trends, increase the reach and impact of ASTRA education programs, support the needs of store owners approaching retirement, and deepen the ways that we can help ASTRA stores mean something special in their communities through philanthropic activities.

Over the next few months, we will be sharing news about: new membership categories; new opportunities for young professionals to learn about and get involved in the toy industry; new programs to help ASTRA businesses monitor trends and take their businesses to the next level; and new ways for stores to add no-cost philanthropic programs to differentiate their stores.

What specific opportunities and challenges do you see for specialty toy makers and retailers moving into 2018?

We expect 2018 to see continued store closures by large chains (though probably at a slower pace than 2017), more mergers and acquisitions, and increased personalization both through new technologies and more traditional block-and-tackle marketing techniques.

Independent retailers who are ASTRA members are small business owners who pretty much by definition must constantly evolve to survive.

ASTRA’s focus is to help our members find and leverage the business opportunities served up by the changing retail landscape.

We look at how independent stores can use their size and nimbleness, both of which are more flexible than a large corporate chain, as a

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State of the Industry: Specialty Market

competitive advantage.

BANANAGRAMS Derek Weston Director of Marketing & Development Bananagrams recently introduced a special Big Letter edition of its classic Bananagrams, inspired by an avid 85-year-old player who has Macular Degeneration. How does this exemplify how Bananagrams thinks about its consumers in product development?

We love to hear from our fans, and if many of them echo a similar request, it tells us that there’s an opportunity to entice and delight them with additional experiences. Big Letter is just one example of that. Last year we released My First Bananagrams in response to parents and teachers calling for a game that would introduce Bananagrams to a younger audience, feature lowercase letters and serve as a good teaching tool. Also, our fans look to us for games that can be played by multiple generations at once à la Bananagrams. We recently launched a new dexterity tile game called Cobra Paw, and we’re seeing kids and adults really connect over the competitive, yet simple nature of it. For 2018, we’ve got new surprises in store that broaden the definition of our gaming portfolio but still maintain our focus on quality materials, tactile game components, and eye catching packaging.

The games category is one that’s seeing the most stability—as well as competition—in the retail aisle. What kinds of trends, opportunities, and challenges is Bananagrams seeing in this space?

I think the biggest challenge for any established publisher is the broadening assortment of games at retail; there’s so much new competition.

With the success of titles originating on Kickstarter and Indiegogo and the influx of European games continuing to flourish in the U.S. market, the U.S. development teams need to continue to innovate. We’re seeing so many beautiful and creative new games coming from everywhere that consumers can be a lot choosier. The gaming renaissance is still in full swing, and we’re broadening our collaboration efforts to include more outside inventors, illustrators and creative teams. It’s really exciting from a specialty standpoint to see consumers gravitate more and more to quality produced components, demonstrating a little less price sensitivity, and a greater willingness to try new games versus relying simply on familiar brand names. [Editor’s Note: Bananagrams is the U.S. distribution partner for Big Potato Games.]

Bananagrams worked with Asmodee to create a digital version of Banana-

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grams for mobile. What led to this initiative and how does this play into the company’s plans moving forward into 2018?

We had a Bananagrams Facebook game and mobile app that was quite popular, but we wanted to reinvent and reimagine it for current mobile gaming trends. Our fans are eagerly awaiting the return of digital Bananagrams, and we are confident and excited that the app will expose the Bananagrams brand to a wider audience. No matter your gaming platform, word games and wordplay remain very popular, and now mobile users will be able to digitally snack on Bananagrams and enjoy the tabletop version.

BLUE ORANGE GAMES Kathryn Hill, Marketing Associate Describe what the games aisle looks like today, and how do Blue Orange Games’ 2018 offerings play into these trends?

Today, the games aisle is catering more and more to the entire family as opposed to focusing just on children. In the past, toys and games were seen as ways to distract children while offering parents a brief break. Now, the focus is shifting toward families reconnecting with each other, and screen-free options are heavily sought after. We have always tried to publish games that are engaging for all ages, and our new titles Maki Stack, Pool Party, and Shaky Manor are high-energy games that younger siblings, older siblings, and parents can all come together and enjoy.

There has also been a rise in popularity of cooperative games, for both children and adults. This year we published Happy Bunny and Where’s Mr. Wolf? in response to that demand. Both are games that parents can play with preschoolers as a way to keep them engaged, while also practicing important skills like counting, teamwork, and shared decision making.

Another trend you’ll see in game aisles is smaller, playful packaging.

While boxes are still the most common way to package larger games, publishers are getting creative with ways to present smaller card and dice games. Part of this is in response to the volume of games on the market, as unconventional packaging is an easy way to grab the attention of the consumer. The other part is that as games rise in popularity, more people are taking them on the go as an easy way to entertain kids at places such as restaurants, or a fun way to connect at parties and social gatherings. Who Did It?, Clouds, and Tofu Kingdom are all titles that we are selling in small

Q FEATURED CONTENT

State of the Industry: Mass Market

zippered pouches or tins in response to this demand.

We’ve seen how social media has aided in combatting the barrier games can sometimes face on shelves: how it plays. Blue Orange has been doing this for more than a decade though with its annual road trip of “Game Gurus.” Do your in-store demos still play into Blue Orange’s strategy?

For us, social media is vital in getting the word out about our newest releases, as well as how to play those new releases. Video content is taking over, and more and more people rely on this medium to get information.

We create our own videos to promote our games, but also depend heavily on reviewers and consumers creating content for their own audiences to get the word out about our brand and our games. Many people use these videos to decide if they want to buy the games, or watch them as fast and easy way to learn the rules.

However, while our online presence is important to keep up with the times, we still believe strongly in supporting small specialty stores. Promoting our games online is one way to help drive traffic to their brick-andmortar locations, but the main way we support them is by taking the time to demo our games to consumers in their stores. We also take the time to train their staff in person. This face-to-face time allows us to show consumers how great our games really are, and it also allows our sales team to make sure the store’s staff are experts in Blue Orange Games, ensuring they will continue the demos long after our visits.

People may be attracted to a variety of games on any given shelf because of their packaging, but more often than not, once we give them a demo and they see how fun Blue Orange games really are, they are sold.

BREYER/REEVES INTERNATIONAL Rick Rekedal Executive Vice-President Are you seeing a difference in terms of what kids are looking for out of the Breyer brand and how are you looking to create more content and experiences around the brand?

A love of horses is a proven, universal genre that never goes out of fashion. In fact, today’s kids actually have more tools to share their love of horses than they have in the past.

Because of this, we’re seeing an explosion of consumer-generated and fan-generated horse stories. Kids are already starting to use their Breyer

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horses to create really deep story structures in their YouTube videos. So, we’ve had an opportunity to both curate that and encourage that and also to bring a narrative umbrella around it.

We have plans for original narrative development in place, which will take on a universal theme of horses and put a narrative story around that.

This will include publishing, short-form content, episodic content, and even a feature down the road. But today it starts with seeing how they’re already telling their stories. There’s a lot of narrative expression that’s already going on and we have an opportunity to just help curate that and have Breyer become the way they express their love of horses.

What kinds of new opportunities are you planning to seek out in terms of product and partnerships?

Breyer is already proven in the product area but there’s room for growth in lifestyle products, and extending how consumers view Breyer’s level of authenticity for horse models into other areas.There’s a craft expansion opportunity for us in the near term. On the experience side, Breyer has a one day experience called ‘pony up’ that is now in its third year, and we’re looking at ways for that one-day experience to travel and start extending the Breyer Fest experience (celebrating its 30th anniversary in 2019) into local communities. That may be an opportunity for us to partner with retailers and find a way to bring the brand into a neighborhood for a day.

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CREATIVITY FOR KIDS Heather Lambert-Shemo Director of Marketing, Children’s Brands While the maker movement has been bolstered by social media, how do you think the specialty market in particular has helped cater to and promote the DIY movement?

The DIY and Maker Movements truly are evergreen activities that spawned the launch of Creativity for Kids over 40 years ago. We think of the original burlap bag Creativity for Kids kit as our original maker product. Specialty retailers were the first to embrace our brand, and our products continue to have a huge influence in the marketplace because they are so closely dialed in to their local communities with hosting events, social media outreach, and a very personal experience for consumers.

Furthermore, the recent buzz and popularity surrounding DIY and

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State of the Industry: Mass Market

maker has helped broaden the audience and brought more consumers into the arts and crafts categories.

How does CFK work to stay on top of today’s trends and incorporate these ideas into a unique product?

There really is not an exact science to identify the trends to incorporate into Creativity for Kids products. It truly is an art form. Our multi-faceted approach includes information from a trend service, many boots on the ground at shows and in stores all over the world, keeping a close eye on what is happening in the adult fashion, home décor, and creative industries, etc.

One of the benefits of Faber-Castell’s portfolio of brands that reaches all ages is that we have a team who is focused on what is happening in the adult arts and crafts markets and a team that is focused on the kid’s arts and crafts markets. Last and most importantly, we work directly with kids to see what they are seeing and doing.

We bring all of this information in and ideate together. It is critical that whatever trend we identify will translate into a relevant creativity activity that kids love to do.

The Craftivity line is a line that really ages up to catch the tween/teen audience. Do you have any plans for 2018 in terms of collaborations and tween/teen-geared product?

The CRAFTIVITY line of craft activity kids was positively received by tweens and teens so it recently allowed us to add four AromaJewelry kits (scented, wearable jewelry). We do not have plans to collaborate with anyone for product development in 2018, but we are planning to collaborate with influencers to test and develop content.

LITTLE KIDS Joyce Reid, Vice-President of Marketing Bubbles is a classic toy category, but Little Kids, Inc. has always tried to deliver innovation to the space in new ways, what’s on tap for 2018?

Our team has created a new line, called Slick Tricks, for 2018. Slick Tricks makes impossible bubble tricks easy to learn and perform. There are three different bubble formulations along with four different products: Make It Bounce, Make It Stack, Make It Morph, and Make It Stretch.

Kids can master different tricks like bouncing bubbles with gloves and headbands, creating bubble towers with bubbles you can touch, stretching bubbles and making bubble pyramids, squares and more. There are also two additional sets, Level Up and Master It.

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In terms of the specialty toy market, what are you seeing in terms of sales, how consumers are shopping, and what’s online shopping done to the market. What makes specialty, specialty today?

Giving consumers a unique in store experience makes specialty stores successful. We encourage retailers to have a product available for demonstration to engage with consumers in store.

Offering special product mixes helps us differentiate product for specialty stores and product for online retailers. I think the largest impact that online retail has had for us is managing additional SKUs that are needed for differentiation at each retail channel.

MAKE IT REAL Isaac Wolman, CEO When we look at social media today, even YouTube makeup tutorials all have a very professional look and feel to them. Tell us about the influences behind the Make It Real line and how it’s evolved to meet the standards and needs of today’s kids?

Make It Real, and frankly all brands selling into the tween marketplace, have a unique challenge of simultaneously appealing to parents who provide the money for the purchase; children want product to be fashion-forward, trendy and differentiated. Today’s kids are looking for brands that provide them with an experience that goes beyond the immediate play value of the products, and Make It Real strives to provide that.

Aside from beautiful product and a great play experience, we have included magazines inside every product featuring the lives of our Role Models, young female professionals who work in creative fields. In addition, our role models are featured in videos on our YouTube channel as well as our Instagram and Facebook pages, thus providing kids with a full 360-degree brand experience.

Much like fashion, arts & crafts toys need to be on trend. What can we expect to see from Make It Real in 2018 and are you creating content to support these releases??

Girls today who are buying crafts are very aware of trends present in the larger society, in large part due to their aspirational nature. This mandates that all manufacturers stay on top, and even ahead of, mass market trends.

At Make It Real, the newest trends are incorporated into the development of all of our products. Our jewelry utilizes colors, metals and fabrics that

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State of the Industry: Mass Market

are trending; our home decor product focuses on crafting trends out there in the marketplace (e.g. macrame); and our licensed collaborations include licenses trending for all ages, including Disney and Nickelodeon properties being featured on TV this year.

MAGFORMERS LLC. Chris Tidwell, CEO Amazon has made its impact across toy retail. From a manufacturer’s perspective, what are the challenges and opportunities offered by the online business vs. brick-and-mortar, and how does specialty still fit into your business puzzle?

Specialty is important to our overall business. They are the trend-setters and the experts at demonstration and education to the consumer. The key for success going forward is to have a consensus of strategies with specialty. They want items not seen on Amazon, yet they want top performers in their stores. Often a locked mindset of keystone margins and free freight are prime factors.

As a manufacturer, we often deal with battling 3P (3rd party resellers) on Amazon to keep MSRP or at minimum MAPP. To complicate matters further, counterfeit creeps onto sites such as Amazon, even Walmart’s platform. Counterfeit then drives down retail prices, which take time to change even when they are taken down off site.

The key is to build up items at specialty brick-and-mortars that are sold exclusively there—Exciting, strong, new, and focused items that will gain the customers’ attention and provide those exclusively to specialty. We have been planning toward this since mid-2017.

Last year, Magformers stepped outside the construction aisle and into baby toys—what led to the move and how are you trying to stand out in this space through product?

We love being in the construction category. We know our Magformers products are great for the mind. While at the Nuremburg Toy Fair, we added an incredible plush line for USA distribution early last year called Dolce. Our owner, Kee Young Park, and I had discussed building a portfolio of quality brands. This felt right and would complement our brands already in place. And we were right, as the line is developing nicely, the toy industry has recognized this with a plush 2018 TOTY finalist spot.

The same management team for Dolce, KidsMe approached us in midyear about the possibility of representing its baby products. I liked it due to the fact that there are nine categories of product, including toys and some

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of the best baby food feeders in the world.

Getting into baby products allows you to meet the parents and end user at the earliest stages of life, and then grow up together. We want to be part of the early childhood experiences. KidsMe provides that opportunity.

What trends do you think we’ll see in construction for 2018?

Construction toys have seen through the years how important play is for children against these factors: keeping the child occupied, challenging enough, but not frustrating; and can a theme be created during the experience either from licenses or collectability of the brand? When a child collects construction toys, they expect to purchase more sets that adds to the fun, and provides more discovery. As much as mom and dad want the STEM experience for their student, it is the reality that fun in building must be part of the toy offerings.

STEM, top licenses, mixed in with retailers’ “safe, $100 MSRP or less” price-points will likely fill the shelves. With that, I expect new sub-brands from manufacturers mixed in with brands such as Paw Patrol and PJ Mask and movie releases such as Beetlejuice, Scooby Doo, Grinch, Marvel features, and a spoon full of Mary Poppins.

TCG Jess Gavin, Vice-President Marketing & Licensing Last year TCG expanded into kids’ room decor a bit with the Tidy Town line. How does the line fit into TCG’s strategy moving into 2018 and what new innovations can we expect from TCG? Over the past four years, TCG has carved out space that straddles toy and décor with our successful Mega Mats category. We have mastered the development and production of specific materials that lend themselves beautifully to true room décor. In 2017, we launched Tidy Town—a range of unique, licensed furniture and storage with play features—that folds flat for easy storage and transportation. We also moved one aisle over with our new Gelli Mat line–large format floor décor made from high-density foam that is printed on both sides and is totally wipeable, safe and soft.

This year, we are expanding both lines with some smaller-format options in Gelli Mats and some additional and totally unique furniture in the Tidy Town range. Expect to see desk sets and cool vehicles that double as seating and storage.

toyfair 2018

The following companies represent a sampling of what will be on display at the Jacob Javits Convention Center in New York City during Toy Fair 2018.

Compiled by Jennifer Lynch

4K Media

4K Media’s partners for Yu-Gi-Oh! will rollout lots of new items for 2018. New products include playing cards and puzzles (Aquarius), new Yami Yugi and Seto Kaiba Figurines (Kotobukiya), Series 2 Figure Hangers (MB Wolverine), Yami Yugi and Yuga Plush (Sakami), games from USAopoly and Winning Moves Games, and Kawaii Cubez from Wish Factory.

Alex Brands

AMEP

The Rockin’ Croc is a ride-on toy designed to help improve balance and promote interactive play. It can hold three kids, each weighing up to 110 pounds, and can be used inside or outside.

It’s for ages 1–5.

ALEX D.I.Y’s Do Dats is a line of characters you can make out of beads with its patented no-knot system. Display them, customize them, or wear them as bag charms. Roll, shape, and create. With the Paper Swirls line, swirl paper into art to make characters, cards, jewelry, and more.

ALEX D.I.Y also offers Color Me Sqooshies, a collection of slow-rise toys that come with paints, glitter, and ball chains to decorate and display them. The ALEX SPA enters a new category of scents. The Sweet eSCENTials products bring aromatherapy to kids. Mix and make your own sweet scents with the Sweet eSCENTials Diffuser. Drop in the scents, add the reeds, and set the mood with the color-changing light feature.

After more than 70 years, the classic Slinky offers a new way to play with Slinky Racers. Clip the provided Slinky to a door, table, or other connectible surface and use the mini car (also included) to race down the Slinky.

Fifty years after its first introduction, Alex Brands is bringing back The Original Big Wheel. The low-riding tricycle and oversized big wheel bike will see new introductions of product designs and colors.

ALEX Brands will also release two fresh new offerings, Breakaway Ballz and Screw Ballz. With Breakaway Ballz series one, each ball consists of eight identically sized foam pieces that break apart when thrown against a hard surface, revealing a bouncy ball surprise inside. The identically sized pieces allow you to easily piece it back together. For added play, hide something inside. With Screw Ballz series one, each ball consists of two characters, twisted together. To switch them up, simply untwist, morph characters, and twist them back together. There are six balls in each series.

Ideal’s new Plunge It is a humorous skill-and-action game. Flush the toilet to begin. Pass the plungers around the flushing toilet until you hear a farting sound. Act fast and be the first to plunge the poo, or not.

Janod introduces new wooden learning toys to its collection. My Dog pull-along toys from Janod are playful pups made of durable wood and non-skid, rubber-rimmed wheels. It includes a box-shaped carrying kennel and is offered in two styles, beagle, and bulldog.

Kaloo unveils its Imagine collection, a new range featuring new colors, illustrations, and ultra-soft fabrics for baby to hold and snuggle. Each friend comes packaged in a Kaloo keepsake box. The collection includes two sizes of plush and Doudou-style blankies. New to the Tendresse collection are new smaller seven-inch dolls. Each doll features an outfit and custom embroidered details. Choose from six styles. Dolls also available in larger sizes.

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toyfair 2018

All Things Equal

All Things Equal teamed with Universal Brand Development to develop games and puzzles based on the cult classic, The Big Lebowski.

Where’s the Money, Lebowski? is a Loaded Questions co-branded party game featuring original artwork, custom components, and more than 200 open-ended, Lebowski-inspired questions. No knowledge of the movie is required. The game is for four to six players, ages 17 and up.

Meet Your Match, Dude is a solo nine-piece puzzle/ brainteaser featuring four of the movie’s main characters, including The Dude, Walter, Donny, and Jesus. The oversized puzzle pieces double as coasters for your White Russians, or what ever you’re drinking.

Alpha Group Screechers Wild is a new vehicle entertainment property that features vehicles that drive, flip, and morph. Launch the vehicles and the discs with the Screecher Speed Launcher and Rapid Fire Disc Blaster. Each Screecher Vehicle and Launcher includes collectible discs to activate flip-morphing action. Now available, they are for ages 8 and up.

Based on the Super Wings animated series comes new toys for fall 2018, including Super Wings Robot Ready Jett. Push Jett’s nose to hear Jett say multiple phrases. Its eyes and booster light up when Jett speaks. Jett even makes silly facial expressions. Open the arm panel to hear Jett’s flight commands. Open the leg panel to hear Jett’s flight status. Kids can also build a collection of favorite Transforming Characters to carry out their own Super Terra Wings missions. The special-edition gift pack features five characters from seaSect sons one and two, including Jett, Dizzy, Todd, Astra, and Agent Chace. Each character transforms from plane to bot in 10 steps. Other five-inch Transforming Characters are available and sold separately. The Super Wings Bubble Blast Jett releases bubbles as Jett flies. Refill bubbles with its refillable bubble solution fuel tank. This bubble toy launches for spring. These toys are for ages 3 and up.

The Drone Force Terra Sect is an indoor/outdoor drone with a 150-foot range. It has a rolling attack feature to flip, crawl, and keep moving in any direction. It also features a stable all-terrain navigation to make it easy for young flyers to maneuver. It launches this spring. The Drone Force Hovering Horror is a spooky spectre in the palm of your hand. It features stable and intuitive flight controls to make it easy to fly and has a sturdy build to withstand crashes and bashes. It’s for indoor use and has an 80-foot range. It launches for fall. Both drones are for ages 8 and up.

Alpha also introduces a new collectibles line this spring. Create silly mix-ups of animals with the Miximals. The line will include surprise single- and three-packs of Miximals, each with its own mixedup accessory. There are more than 40 characters to collect in series one. Drive them around in the Miximals Mobile MixUp Banana Submarine. It holds two Miximals and comes with one MixEmUp and two accessories. They are for ages 4 and up.

American Plastics

American Plastic Toys’ My Very Own Nursery is a complete baby doll nursery station. From bedtime to feeding time, the nursery comes with everything kids need, including a crib, storage shelf, cupboard, feeding chair, and sink. There is also a colorful mobile displaying character decals to soothe baby to sleep as well as an included fork, spoon, plate, and sippy cup for feeding time. It’s for ages 2 and up.

The Gigantic Recycling Truck, for ages 2 and up, is a heavy-duty truck with big rugged wheels to haul off recyclables.

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Amloid

The redesigned NextWave Jumbo Beach Basket from Amloid is a colorful 15-piece activity set. It comes with accessories to use at the beach or in the sand box, including assorted sea creatures and nautical forms, a bucket with handle, castle molds, rake, roller, sand spinner, sifter, and shovels in a variety of sizes. New features include a sturdy nylon shoulder strap and a comfort-grip handle for portability. The collapsible case simplifies clean-up by shaking out water and sand when it’s time to go. The cover also detaches from the basket to double as a super-sized animal sand form. It’s available in three styles: Flamingo (pink), Whale (purple), and Shark (teal). It will be available this spring.

Basic Fun

Cake Pop Cuties are squishy collectibles hidden inside cake pop-style packaging that converts to a display stand for each Cutie. Available as mystery single-packs and multi-packs, each contains Cuties, Sweetie accessories, and a collector sheet. Multi-packs include one Cake Pop and three exclusive Cake Pop Cuties, one of which is a surprise. Made for ages 3 and up, they launch in August.

To mark the 35th anniversary of the My Little Pony brand, Basic Fun has recreated the original six pony friends—Blue Belle, Cotton Candy, Butterscotch, Snuzzle, Blossom, and Minty— in the My Little Pony Collector Ponies line. With long, shiny hair for hair play, they look and feel just like the originals. Each pony includes a comb, ribbon, and mini collector poster. Available this spring, they are for ages 3 and up. Basic Fun will also create a Target-exclusive line of the six original My Little Pony Rainbow Ponies. The My Little Pony Pretty Parlor Playset includes a grooming stand, mirror, comb, saddle, bridle, hats, and more. The set comes with an exclusive Peachy pony and her pet cat Twinkles. The Pretty Parlor also closes up for take-along play. It launches this fall.

The new Lite-Brite Ultimate Classic features retro-inspired styling that resembles the original Lite-Brite from the ’80s but with a bigger screen, brighter pegs, and more templates (including six retro patterns). Creations light up in four different ways, from steady to blinking. It launches for fall, for ages 4 and up.

Introduced in 1960, the Fisher-Price Classics Nifty Station Wagon was the first playset sold with the Play Family. Basic Fun reintroduces the toy vehicle with its eyes that roll, spinning back seat, and removable (convertible) top. It includes three Play Family figures: mom, dad, and puppy.

It’s for ages 2 and up.

With its dark theme and artistic style inspired by cartoons from the 1920s and 1930s, Bendy and the Ink Machine, the gaming property, will head to the C3 Collector Construction line this fall. The collectible construction line includes blind packs, buildable figures, and scene sets based on the game’s settings and characters including Bendy, Boris the Wolf, and Alice Angel. Basic Fun will also reimagine the popular Kickstarter-backed card game, Exploding Kittens, as a buildable C3 Collector Construction line. Launching in fall, the Exploding Kittens construction sets will highlight the game’s wide array of quirky and comedic characters, available in three sizes.

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toyfair 2018

Best Ride On Toys

The Honda CRF250 is a 6V ride-on toy. It features off-road wheels, Honda motocross decals, accelerator button with auto stop, realistic Honda CRF engine sounds, and training wheels for safe riding. An upgraded battery and motor allow for short changes and longer ride time.

Kids can also take a ride in their own Mud Truck with MP3 connection to play music. The car also comes preloaded with stories for storytime and features working headlights with sounds.

Blip

Silly Squeaks are musical pets, each with five interactive songs and 16 surprise sounds. Each features multiple touch points and personalities with a soft, squishy feel.

Available this March at mass and specialty, they are for ages 3 and up.

Puzoodles are buildable mashup characters for kids.

Each character can be disassembled and reassembled again for continuous play. They are for ages 4 and up, available in May at mass and specialty.

Beverly Hills Teddy Bear Company Squishamals are soft, squishy plush launching this spring. The line combines foam, squish toys with high quality, detailed plush.There are more than 36 characters to collect in spring with more on the way.

The range includes narwhals (pictured), unicorns, penguins, and puppies. Squishamals come in three sizes: 2.25-inch backpack clips, 3.5 inches, and eight inches.

Blue Orange Games

In Pool Party, a two- to four-player game, take your best dive into the topsy-turvy pool to cool off.

Join the cannon ball contest and form a team with your fellow party-goers. But watch out; too many swimmers and this wacky pool can easily spill over, tossing you and everyone else out. Make big splashes and try to get your teammates in the water without the unsteady pool spilling over.

Shaky Manor is a two- to four-player game for ages 6 and up. Local legend says the house on the corner contains hidden treasures. Enter to strike it rich, but keep the treasures safe from the creatures that haunt its dusty rooms. Race to position your character and treasure chests in the room indicated on the Challenge Card by shaking and tilting your box. Each time you succeed in protecting your treasure, the player to your right must add a new spooky creature into the mix to make the next round harder.

Maki Stack, for ages 7 and up, is a quick-thinking sushi-stacking game. Made for two to six players, grab your sushi mat, sushi, soy sauce, and dishes, and get ready to fill customers’ orders. But the catch is you’re blindfolded. Stack quickly by feel, with a little guidance from your sous-chef, to win.

Additional new games from Blue Orange Games include Happy Bunny, Where’s Mr. Wolf?, Kitty Bitty, the Mindo collection of logic puzzles, Who Did It?, Tofu Kingdom, Clouds, Cubeez, and Brain Connect.

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Brackitz

The Brackitz Motorized Bugz Play Park features more than 20 play parks and obstacles. Watch out for the tumbling towers, falling dominoes, barrel rolls, the crusher, the tripod, and more. It comes with 47 pieces and is for ages 4 and up.

With the Brackitz Bugz Race Park, kids can create custom race tracks and obstacles to see which Bugz can win the race. It comes with two Motorized Bugz and 54 pieces. It’s for ages 4 and up, available this spring.

Bonkers Toys

Maniapps brings top mobile gaming brands (with more than 11 billion downloads combined) together under one brand. The product line includes Fruit Ninja, Jetpack Joyride, Talking Tom, Temple Run, slither.io, Goat Simulator, Cut the Rope, Agar.io, and more. Products include blind bags, blind box backpack clips, small plush, and mystery multi-packs. Launching summer and fall at retailers in North America and worldwide, the line is for ages 6 and up.

Bulls-i-Toys

Galaxy Goo is the first item launching under Brain Stem, a new brand from Bulls-i-Toy. Galaxy Goo is a tactile, collectible, and educational toy at an impulse price point. There are nine styles to collect that represent eight planets and the sun. Each piece has a unique colored space goo, premium collector card with planetary facts, and display base. Launching this month, Galaxy Goo is for ages 4 and up.

Squish ‘Ums Yummy series one from Bulls-i-Toy feature 16 slow-rise squishy treats. Styles include cupcakes, donuts, and ice cream treats. Every treat has one of four scents to add to the surprise. Arriving later this month, it’s for ages 6 and up.

Chalk of the Town

Chalk of the Town is a T-shirt that can be customized with bright, non-toxic, water-based chalk markers. Unleash your inner artist or use the stencil sets for inspiration.

Featuring a chalkboard-like surface, the shirts are machine-washable and reusable. The current product line includes youth shirts available in sizes extra-small to extra-large. Additional Chalk of the Town color markers and stencils are sold separately.

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Cortex Toys

Cortex Toys’ Trick-Tac-Toe is your typical Tic-Tac-Toe with a twist that taps into the bottle-flipping game. Set up, aim, and flip. With a reverse side that offers more challenges, try to out-trick your friends. Play it solo or as a two-player challenge. It’s for ages 5 and up. Pair it with the FlipGrip silicon caps (sold separately) to improve your bottle flip’s grip and stick a landing.

SnapDolls is a new line of cloth dolls with interchangeable styles, accessories, and personalities. These goal-driven dolls are made to inspire girls to dream big with characters such as young scientist Zoey and future Olympian Maddie. They are for ages 3 and up.

In Pirate Pong, play ping pong with one eye. Grab an eye patch and a sword paddle. The game also includes two ping pong balls and a fish net. It’s for ages 5 and up.

In NinjaBall, jump and dodge as your opponent tries to take out your ninja team with a giant 25-inch ball. Set up four Samurais to begin your battle.

Creativity for Kids

Corolle

New to the Corolle family is Sweetheart Pink from the Mon Premier Poupon collection for ages 9 months and up. With its 12-inch soft body, soft pajamas, and cap, Sweetheart Pink is a transition baby doll between newborn and toddler. This collection also offers basic accessories to begin to introduce pretend play to little ones.

Mon Grand Poupon Adele, for ages 3 and up, is a 14-inch baby doll with long blonde rooted hair that can be brushed and styled with the included pink hairbrush. Adele’s soft vinyl skin is delicately scented with vanilla (a Corolle signature), and her blue eyes close when laid down for a nap or bedtime. The doll also features a soft, lightweight body that is weighted at the bottom to sit up on its own.

Sequin Pets’ Happy the Hedgehog is little critter ready to craft and cuddle. The reversible sequin material on the hedgehog’s back changes colors as you pet it. It’s for ages 5 and up.

The Camp Crafts Party brings the camping experience home as a multi-craft, play, and pretend camp craft kit. Paint rocks, faux leaves and feathers, then use them to create a number of nature-based classic crafts such as a wind chime, journey stick, and more. It’s for ages 7 and up.

The Mermaid Tail Jewelry Maker holds your colored cord as you weave trendy fishtail braids, sailor knots, and other sea-inspired accessories. Add the mermaid tail charms, mermaid scales, and seashell beads to make 10-plus bracelets and necklaces. It’s for ages 7 and up.

Create with Clay Dinosaurs lets kids bring three dinosaurs to life by molding and covering them with colorful clay. It’s for ages 5 and up.

With the Design & Paint Boho Bag, create a fashion accessory using the kid-friendly resist technique. The updated classic craft requires no heat or wax. The set includes a cotton boho-style bag, four bright permanent fabric paints, resist gel, dimensional gold accent, sticker stencils, foam flower sponge paint brush, and latex-free crafting gloves. It’s for ages 6 and up.

The Tropical Spa kit comes with camera-ready accessories made for parties and sleepovers. Features include nail design ideas, along with a tropical flower tie. It’s for ages 7 and up.

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Cuddle Barn

Cuddle Barn has created a new collection of animated plush inspired by The New York Times bestselling picture book series, Llama Llama Red Pajama, which has sold more than 10 million copies worldwide and debuted on Netflix last month in a new animated series. The 14-inch Animated Mama Llama, for ages 2 and up, features a plush version of Mama Llama and Llama Llama with plush book.

Mama Llama recites of the entire Llama Llama Red Pajama book. Ages birth and up can engage with the 11inch Llama Llama in Red as Llama Llama plays phrases of the book when its hand is pressed. Six-inch Llama Llama Squeezers, for ages birth and up, also play phrases from the book when squeezed. The collection launches in April.

Now available for ages 2 and up, My Puppy Ollie plays a game when kids press its right foot. Press its left foot and Ollie flaps its ears and sways its head to the songs “This Old Man” and “ Where Has My Dog Gone?” for singalongs.

Also for ages 2 and up, My Monkey Marvin plays a game when a child presses its right foot. Press its left foot, and Marvin flaps its ears and sways its head to the songs “Apples and Bananas” and “Five Little Monkeys.”

With synchronized mouth and body movement, the Woodchuck Chuck teaches kids how to sing tongue twisters faster and faster. Kids can learn four different tongue twisters, “How Much Wood Could a Woodchuck Chuck,” “She Sells Seashells By the Seashore,” “Peter Piper Picked a Peck of Pickled Peppers,” and “The Green Grass Grows All Around.” It’s for ages 2 and up.

Cupcake Surprise

New Cupcake Surprise Minis are miniature versions of the original dolls that transform from cupcakes to princesses. They are available in 12 different styles and six different scents (strawberry, vanilla, grape, chocolate, lemon, and peanut butter). Each comes with a hairbrush. They are for ages 3 and up.

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Chameleon Kidz

Blendy Pens Art Essentials, for ages 4 and up, include a 50page spiral bound book and specially designed pens that blend into vibrant color combinations.

Kits include one Blendy Blender and six Blendy Pens with 11 colors for 55 color-blending combinations. All pens are packed in a resealable Clam that is integrated with the book for easy storage.

The kit also includes stencils, posters, and a Blendy airbrush.

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toyfair 2018

Diggin

Spinos is the original magnetic force field ball created by Diggin. Spin the sphere and connect the Power Ring with the magnetic force field around the Spinos to control the spinning sphere without touching it. Diggin offers new, authentic Spinos products for 2018, starting with the Spinos Solo v.2. Spinos Solo v.2 comes with one Spino and one Power Ring and is CPSIA approved for ages 6 and up. Kids can collect new colors and designs. There are also games and tricks to play and learn, from battling to maze challenges.

Diggin brings dodgeball to a new level with the Dodge Blaster, an air-powered blaster that launches plush balls. Load the dodgeball into the front nozzle, pump to fill the air pressure chamber, pull the trigger, and shoot to launch up to 25 feet away, says Diggin. The soft balls can be used indoors or outside. It’s for ages 6 and up.

Douglas

Llamacorn Sassy Sak and Sloth Sassy Sak launched in January as the newest additions to the Sassy Pet Saks collection.

The Llamacorn Sassy Sak is a tote-style bag that’s six-inches wide and trimmed in tiny aqua blue pom poms.

Inside the bag is a Llamacorn complete with horn and a multi-colored long brushable tail.

Sloth Sassy Sak is a six-inch wide circular-shaped tote. Its fabric design is covered with yellow, gray, and shades of pink sloth drawings hanging from a tree branch. The bag features blue cording and large rickrack trim at its opening. Inside the bag is a brown plush sloth.

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DuneCraft

DuneCraft unveils a new line of Garden Craft Activity Kits for 2018. The inaugural two styles, Busy Bee and Lady Bug Land, feature capsule-shaped glass terrariums that can stand or hang. Crafters can also create their own insects with the included molded bodies, holographic glitter, and googly eyes. Make sand art with colored Slick Sand that pushes the water back up to the plants or fashion an industrious insect scene with the included metallic stickers.

DuneCraft offers 14 different options for slimers with three new slime activity kits. All kits include a custom designed slime activity tray to mix, blend, shape, and store slime. Make slime rockets, skulls, fire, and planets with different textures as well as in a variety of shapes. Each kit comes with at least six slimes and compounds. One kit focuses on slime experimentation, one focuses on glam slime, and the third centers around space slime.

In the Tiny Terrarium line, DuneCraft introduces four oneinch terrariums that are four colors of the Sedum plant. Pick from yellow, purple, pink, and maroon. The seeds are intended to sprout quickly and grow for years in the tiny terrarium.

Miniature cantaloupes, strawberries, and basil are the newest additions to DuneCraft’s line of Organic Veggies, while also introducing Seed Sticks. Seed Sticks are shaped like matchsticks but contain seeds. Plant up to 10 seeds each of Perturbed Peppers, Radical Radishes, Ludicrous Lettuces, Tantalizing Tomatoes, and I Don’t Carrots.

DuneCraft has partnered with Florida Atlantic University (FAU) to create an exclusive Orchid growing kit. The kit utilizes the double bubble glass terrarium, which FAU independently identified as the leading growing container to nurture an endangered species of orchid.

Nothing inspires like the horse.

After nearly 70 years, Breyer is more dedicated than ever to making the World’s Finest Model Horses.

Fans know that when you hold a Breyer horse, you enter the world of real horses. Because nothing is as magical as finally having a horse of your very own.

At Breyer, we’re focused on one thing...

Pure Inspiration, One Horse At A Time.

Follow Breyer and experience the world of horses!

New York Toy Fair Booth 2127 • ToyFest West Booth 601 Contact: Bethany Binder, 973.694.5006 ext: 122 email: sales@reevesintl.com

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Educational Insights

Educational Insights introduces new puzzles and games. In Kanoodle Head-to-Head, challenge friends in a two-person Kanoodle battle. Slide a challenge card onto the board, place the pieces shown on the card, and then race to fit the remaining pieces into your board before your opponent does. Then launch your opponent’s Kanoodle with the press of a button for the ultimate checkmate. It’s for ages 7 and up.

In Sculptapalooza, arts and crafts meets game night in this fast-paced, hands-on party game. Two teams take turns drawing cards and using Playfoam to sculpt what they see.

Playfoam Pals But watch out, you may have to sculpt with your eyes closed, use your sculpture as a charades prop, or tag team with another player. Guess what your team sculpted before time runs out to score a point. The first team to earn 20 points wins the game. It’s for ages 10 and up.

There are four new additions to the My First Games line for 2018. In Tumbleos, toddlers and parents can spin, match, and stack the domino-inspired blocks without making them tumble. Practice taking turns and talk while you play to develop key early childhood skills for balance, literacy and language, and social development. It’s for ages 3–5, and available this March. In Petting Zoo, toddlers and parents take turns touching and feeling their way through the barn in this tactile memory game of textures. It is available in March. In Critter’s Closet, toddlers and parents take turns dressing up animal friends in this memory game of mixing and matching. It launches in June. Tail Trails is a hide-and-seek game for parents and toddlers. Practice taking turns and talk while you play to develop key early childhood skills for following basic commands and social development.

It is available this June. Petting Zoo, Critter’s Closet, and Tail Trails are for ages 2–4.

With the Talking Globe, press the smart pen to any spot on the globe to hear facts, play quiz games, and more. Learn about the continents, countries, U.S. states, animals, and nature, or touch two cities to find out how far apart they are. It features the voice of Bindi Irwin. It launches in March for ages 4–7.

Edushape

To coincide with its 35th anniversary, Edushape is unveiling a multi-faceted branding effort which includes a new logo, slogan, and packaging which will roll out with new product introductions at Toy Fair. A new logo incorporating creative interpretations of the letters “e” and “s” along with the words “Shaping a wonderful childhood” will appear on all Edushape packaging and materials. The company will continue to feature on all packaging small icons depicting the skills which are enhanced by each toy. At a glance parents will know which products promote fine or gross motor skills, hand-eye coordination, logic and reasoning, specific sensory skills or socialization, helping them to select the toy that is best for their child.

Edushape Geostackers features 10 stackable, soft rubber geometric shapes that feature different textures that are easy to hold and offer squeezable sensory play. Pair the different see-through tubes with each shape. They are for ages 1 and up.

Edushape Cosmic Capsule offers a light show for ages 18 months and up. Place two LED capsules into the tube and, depending on which colors you choose, watch as the light spectrum splits into different colors and transforming into a new color like a rainbow. To dim the capsule, simply twist it.

The Edushape Tub Sub is a boat and a sub, depending on how it’s assembled. As a boat, it floats; as a sub, it sinks.

For a floating boat, push the flexible blue part down, and for a sinking sub, pull the blue part up and fill the bottom with water. Only the periscope (which is also the handle) will stay above water. It’s for ages 1 and up.

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Elemental Path

STEMosaur combines elements of CogniToys Dino with STEM elements and lessons in coding. With STEMosaur, kids ages 7 and up can construct, code, and play. Once constructed, the Wi-Fi-enabled STEMosaur can hold conversation, tell jokes, and play games via Elemental Path’s Friendgine technology, a cloud-based AI software platform that allows the smart toy to hold conversations and share answers in real-time.

Elemental Path also launched its Coding Panel, a platform that teaches different elements of how to code and allows kids to create their own custom educational content and STEMosaur programming.

The Coding Panel can be accessed through a computer or tablet and registers with the individual toy. Such features include coding STEMosaur to tell unique jokes, share additional stories, and play games of the child’s choosing.

Endless Games

Faber-Castel

Learn by doing with the Color & Learn Alphabet Flash Cards set.

The kit includes six Faber-Castell Beeswax Crayons, sharpener, carrying case, 26 cards, and more. It’s for ages 4 and up.

The sand is in the paint in the Do Art 3D Sand Painting set. Create 3-D sand art pictures with guided and blank boards for an open-ended activity. The kit includes five different colors of sand paint, 12 watercolors, five art creation boards, a texture tool, palette knife, paint brush, loose sand, and twist-top containers to mix your own colors of sand paint. It’s for ages 6 and up.

With the Do Art Coloring with Clay kit, color four design boards with clay. Blend, marble, roll, and place your clay to create art with texture and depth. It’s for ages 5 and up.

Everybody Knows! is a new game that’s all about answering questions everybody knows the answers to in 60 seconds or less. Sample questions include “What’s the capital of California?”, “Who played Forrest Gump?”, “Who won last year’s Superbowl?”, “What animal is the ‘King of the Jungle’?”, and more.

What Comes to Mind is the game where great minds think and score alike. Think like your opponents as you write down the first thing that comes to mind after reading the card prompts aloud. Score points based on matching answers.

In Team Army Men, players use the classic tiny green army men in a simulated battle to capture their opponents’ flag. Customized figures and combat formations bring elements of strategy and military thinking into this board game.

For Halloween or any time, challenge friends and yourself on fun frightening facts and figures with the Horror Trivia game.

Endless Games will also offer new editions of existing games, including Family Feud Party Edition, Hashtagit Family Edition, Name 5 Party Pack, and Sleepover Party Game “To Go.”

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FlyBlocks

Fin Fun

The Fin Fun Watercolor Waves Limited Edition Mermaid Tail features shades of green, blue, and amethyst with bubbly, multi-colored scales sealed in a sparkly sheen. This new fin features a reinforced tail tip technology. The wearable, swimready fin is also machine washable.

The Wild Things Zebra blanket is a hooded blanket that covers hands and head. It features a neon green and black mane. It’s for ages 4 and up.

The machine-washable blanket measures 44-inches tall by 60-inches wide.

The FlyBlocks Wi-Fi Camera takes the four-in-one Build N’ Fly drone kit to new heights with Wi-Fi. With the snap-on, HD 1080p camera and adjustable wide-angle lens, catch images and videos wherever you go. Use its Wi-Fi FPV live-streaming technology to see what your drone sees. Download the free app to record and save photos and videos right to your smartphone (compatible with both Android and iPhone). Post on any social network to share your FlyBlocks experience. It’s for ages 14 and up, launching this spring.

Flycatcher

Developed by Flycatcher, the smART sketcher allows kids, ages 5 and up, to transform photos taken from their smart devices into a sketch. Using the free smART sketcher app, photos are filtered and transferred via Bluetooth to the projector. Instantly, users will see their desired image projected onto paper to trace and customize. The smART sketcher also comes with pre-loaded micro SD cards filled with activities including step-by-step drawings, learn-towrite letters and numbers, early spelling skills, and more. Additional SD cards are also available and sold separately.

Fun2Play

Poo-nicorn Fuzzy Flips let kids shapeshift the Poo-nicorn Plushiez into the Poo-nicorn Droplings, and vice versa. Available in a myriad of colors, the Fuzzy Flips will be available this spring at all major retailers. They are for ages 3 and up.

Squishiez Poo-F.O. Party Poopers fuse poop and aliens in a new line of collectibles. The extra-poorestrial collectibles feature metallic colors and shimmer effects. They launch this fall, for ages 3 and up.

Foamiez are soft and squishy slow-rise toys. Squeeze them, squish them, poke them, or pinch them, and then watch them rise. They are for ages 3 and up, launching this fall.

The Emma 15-inch Ballerina Doll brings the female Wiggles member to life with two outfits. Have Emma jam along to a Wiggles song in her classic yellow dress or make her pirouette around in her ballerina dance dress. The doll is inspired by The Wiggles’ member and her signature ballet moves. It’s for ages 3 and up. The Emma’s Bowtiful Ballet Studio comes with an instructional DVD, ballet barre, and double-sided mat so kids, ages 3 and up, can learn how to be a ballerina like Emma. Through song, Emma and the rest of The Wiggles teach more than 15 different ballet dance moves.

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Funrise

In 2018, new styles of Tonka Tinys vehicles will launch alongside new playsets to broaden the line. The new Tonka Tinys Carrying Case Playset serves as a place to store Tinys garages as well as a construction site playset to keep kids entertained Tonka Tinys Blast and Dash on the go. Adding to the Tonka line are refreshed assortments of Toughest Minis Quarry Playset and Mighty Motorized segments with new sounds and decorations. The brand’s classic range of steel vehicles also expands with the new Steel Excavator with a working front scoop. Fall will bring a line of construction-themed vehicles with new technology that changes the sounds depending on how kids play with the vehicles. The new construction vehicle segment will launch with a dump truck, cement mixer, front loader, and excavator.

In Gazillion Bubble Pong, kids bounce ping pong balls into their opponent’s side to score points and blast them with Gazillion bubbles. When the Bubble Pong game is over, switch to bubble machine mode for non-stop bubbles. Also new for spring are the photo-booth style Crazy Wands featuring styles such as bunny teeth and vampire fangs.

Starry Eyed Surprise is a blind box collectible series of plush pets. Each plush pet is packaged in a spaceship that kids can unwrap, revealing one of the Starry Eyed Surprise collectible plush pets along with some other surprises inside. Collect 28 different Starry Eyed Surprise plush pets that range from common to rare and ultra-rare. Funrise will release new animated webisodes on the Starry Eyed Surprise YouTube channel prior to the product launch in fall. It’s for ages 3 and up.

Funrise is launching a new preschool vehicle brand called Herodrive. Herodrive will launch with a collection of DC Super Friends-themed character vehicles including Batman, Superman, The Flash, and more in a range of sizes and styles. It’s for ages 3 and up, launching for fall.

Debuting on YouTube and now airing on Disney and Disney Jr. worldwide, Sunny Bunnies is an animated series featuring five little bunnies named Turbo, Big Boo, Shiny, Iris, and Hopper who fly down to earth from the sun to play together. As the master toy partner, Funrise will deliver a broad range of toys including figures, plush, and feature items. The line will launch this fall for ages 3 and up.

Funrise is also launching a toy line behind Space Racers, the preschool series airing on Universal Kids with international distribution in more than 130 countries and 25 languages, for fall 2018. Space Racers follows Eagle, Robyn, Hawk, Starling, Raven and their fellow rocket cadets as they explore the solar system and universe. With CGI and authentic space sounds and images provided by NASA, Space Racers brings space to life with relatable characters. Funrise will deliver Space Racer-themed toys including figures, vehicles, playsets, and STEM-based play.

Genius Brands

Genius Brands International will showcase its all-new preschool brand, Rainbow Rangers. Currently in production on seasons one and two, the company is also in development on a global consumer products program anticipated to begin rolling out in spring 2019, following the fall 2018 series launch in the U.S. on Nick Jr. Mattel serves as master toy and Kid Galaxy will create bubble toys. Additional categories planned for the program include games and puzzles, novelty, activity, bikes, stationery, back-to-school supplies, costumes and boxed roleplay, room décor, and more.

Genius Brands’ Netflix original preschool series, Llama Llama, premiered last month. Llama Llama is an animated series, produced in 20 different languages, about first childhood experiences and adventures, as well as the special connections between the lead character, Llama, his parents, grandparents and best friends. The consumer products program is focusing on four key categories: toy, juvenile products, feeding, and apparel.

Initial product in conjunction with the series debut included bedding and room décor from Franco Manufacturing; animatronic plush from Cuddle Barn; and Jack-In-the-Box, plush, and puppets from Kids Preferred.

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spring SAVEeducational THE DATE

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toyfair 2018

Goliath Games/Pressman

Build or Boom is the newest addition to Goliath’s skill-and-action line. Players race to stack their blocks exactly as they appear on the construction card. When you finish, hit the dynamite blast pad to send your opponent’s tower to the ground. Build or Boom tests speed, shape recognition, and the ability to stay calm under pressure. This two-player game, for ages 8 and up, will be available this spring.

Domino Rally Junior lets kids create their own domino world with stunts and dinosaur figures. Domino Rally Junior consists of chunkier dominoes with a larger base for little hands.

There will be a variety of sets for every price point, launching fall 2018. They are for one or more players, ages 3 and up.

In Banana Blast, players pull bananas from the tree top, until the monkey jumps. You never know which banana will send this monkey flying in this preschool game. Made for ages 4 and up, Banana Blast also teaches hand-eye coordination, taking turns, and quick reactions. It launches for fall.

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Green Toys

With The Sesame Street Abby’s Garden Planting Activity Set, kids can watch nature at work while growing their very own garden. Join Abby, Elmo, and the Sesame Street gang in the Growing Magic Guide, and learn about plants, growing, and gardening through coloring pages and activities such as matching and spot-the-difference.

The 16-piece set also includes three plant markers, two sticker sheets, and a trowel. It is available for spring.

With the Sesame Street’s Elmo, Abby, and the Watering Can Outdoor Activity Set, plant and grow with this six-piece set that includes a watering can, rake, shovel, and two seed packets. The Watering Can Activity Guide also features activities that explore matching, patterns, coloring, and more. It is available for spring.

Griddly Games

Griddly Games is sweetening its science activity craft line with the new Just Add Sugar kit. Just Add Sugar is the fourth product in the line, which already includes Just Add Milk, Just Add Sun, and Just Add Glue.

Like all of the Just Add kits, this kit comes with everything you need except for the add-in ingredient. This time, add sugar for multiple organic chemical experiments and art activities. Make homemade candy or homemade sugar-inspired soap.

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HABA

In Rhino Hero Active Kids, the spider monkeys want to throw slime balls at the city residents. Rhino Hero and his friends are needed; players grab the slime balls and balance them on their superheroes’ cape, transporting them as quickly as possible to hero headquarters.

Unicorn Rainbow Beauty features a rainbow chenille mane that flutters in the wind. It also has a quilted body and corduroy feet.

Haywire

Box of Rocks Fake News Challenge, for ages 12 and up, is an update to the trivia game that pits you against a box of rocks. With a wealth of knowledge, you’ll be voting for a candidate that’s correct at least a third of the time without the negative press covfefe.

Test your finger-flicking abilities with the Flick-A’Round Games for ages 8 and up. With zombies, ghosts, and intergalactic battles, all you have to do is aim and flick.

In Hedgehog Hustle, for ages 5 and up, play as a team to try and save the baby hedgehogs from the owl. Take turns bouncing ping pong balls into the food slots indicated on your card in the allotted number of turns, but beware of the owl. Aim well and feed those hedgehogs. Hide and bounce or the owl will pounce.

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Hape

The Hape Nature Toys, for ages 5 and up, feature five new toys to get kids outdoors. There is a child-friendly magnifying glass, a leaf press for collections and nature-based art projects, plus a telescope and a periscope for hide-and-seek, and a pocket swing for sleep-outs (pictured).

The Hape Sand Toys line, for ages 18 months and up, expands with five new sand toys including a nesting five-in-one Beach Kit, Power Claws, and Monster Diggers.

New wooden puzzles for ages 2–3 include the Forest Animals Tactile Puzzle and the Chunky Clock Puzzle. Each wooden puzzle has painted images. Tactile puzzles also feature scratchy fur reminiscent of the animal pictured. The clock puzzle doubles as a counting toy.

Hape Bath Toys, for ages 1–3, include a squirter with bouncing beads, sea babies that stick to the side of the tub, and a sorting game that floats on the water and holds pieces in a soft bag. All plastic is safety tested and free of harmful chemicals. Plus they are dishwasher-safe.

For ages 3 and up, Hape Music toys are instruments made for little fingers. This year introduces a five-in-one portable music ensemble (Music Rhythm Set) for play as well as professionally-designed Guitarlele (guitar/ukulele) that make real music. These join Hape’s Grand Piano and Mighty Microphone and the new banners and standees let you create an in-store Music Studio.

For newborns and up, Hape expands its baby toy line with new rattles and teething toys as well as chunky books. The Portable Baby Gym is a totable mat that has a stand-up mobile. Other items include the Hape Baby Roller Rattle and Hape Baby Farm Animal Book.

toyfair 2018

Hasbro With the Disney Princess Little Kingdom Magical Movers, kids can charge the doll and use its energy to activate play movements. Put the doll on an included base; pull the string to charge the doll; place on a hard, flat surface; and watch her twirl. The assortment includes Ariel and Rapunzel for spring and Mulan and Snow White for fall. Kids can also collect the Magical Movers Dance ‘N Twirl Ballroom Belle Castle Playset with Belle doll and Magical Movers Mini Playsets with Cinderella, Jasmine, and Ariel.

For fall, Nerf Microshots blasters feature the look of the original Nerf blasters but in a micro size. Simply load, prime, and pull the trigger. The one-shot blaster series includes micro-sized versions of the Nerf N-Strike Elite Rough Cut 4x4 and Stryfe blasters plus the Nerf Zombie Strike Crossfire bow. The Nerf Accustrike Mega Thunderhawk Blaster, for ages 8 and up, is Nerf’s first Mega Accustrike blaster. The barrel extension slides back and forth on the top of the blaster for custom performance for distance targeting or use as a more compact blaster. It also features a flipdown bipod and includes a 10-dart, side-loading indexing clip. For older Nerf fans, ages 14 and up, the Nerf Rival Prometheus MXVIII-20K blaster fires 10 high-impact rounds per second and holds 200 high-impact rounds in its hopper. It is fully motorized with a rechargeable NiMh battery. The Nerf Sports Dude Perfect Hoverkup game features two battery-powered cups that glide and hover across flat surfaces while players try to aim the balls into the moving cups. Practice trick shots in solo mode, go head to head with a friend, or play in teams competing for the highest score or who can outdo each other’s trick shots.

With a customizable play arena, players can adjust the size and shape of the arena to fit any space.

Furreal expands with two new pups for spring and fall, respectively. The Furreal Shaggy Shawn pet is a Yorkie pup that comes with a pretend buzzer with buzzing sounds and vibrations to give him a trim. Shawn also makes happy puppy sounds and has Furreal Shaggy Shawn

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posable legs. Furreal Ricky, The Trick-Lovin’ Pup is a pup that does tricks, from flipping his bone to shaking paws and shuffling eagerly for more.

Feed Ricky treats as a reward, or pet his back for a job well done. But be careful, he might need a bathroom break. Ricky responds to sound and touch with 100-plus sound and motion combinations and sensors on his cheeks, nose, mouth, paw and back.

Give the new Baby Alive Potty Dance Baby doll a drink from her water bottle, and she does a potty dance to let mommy or daddy know she’s gotta go. Once she starts dancing, place the doll on the potty so she can tinkle.

When she’s done, pretend to wash her hands with the included soap bottle and add a sticker onto her reward chart for a job well done.

Expanding the Play-Doh Kitchen Creations line this year is the Spinning Treats Mixer. Use the child-friendly kitchen mixer to press out cookie and cupcake creations. Then decorate them with Play-Doh Plus frosting.

Inspired by the storyline in My Little Pony: Friendship is Magic season 8, Pinkie Pie teaches new students in the School of Friendship about her passion for sweets and songs. The Pinkie Pie Beats & Treats Magical Classroom playset is double-sided to play out baking lessons on one side and music play on the other. It set comes with a three-inch Pinkie Pie pony figure and baking and musical accessories.

Inspired by the Transformer Cyberverse animated series are three Action Attack figures, including Ultimate Class Megatron, Ultra Class Bumblebee, and Warrior Class Optimus Prime. Change figure from vehicle to robot mode in eight steps (seven steps for Bumblebee). The last step of conversion automatically activates figures’ signature Action Attack move.

Hasbro Gaming is adding an assortment of new games for 2018. Chow Crown puts a twist on viral food eating challenges. To play, load the six hanging forks with various food items. Place the spinning crown on your head, and eat as many snacks as possible before the music stops to keep your crown. It can be played solo or head to head.

In Speak Out Showdown, players simultaneously try to get teammates to correctly guess more wacky phrases than the opposing team in 60 seconds. The catch: the electronic speech interrupter unit randomly determines when players can speak, or not.

In the Speech Breaker Game, put on the game headset, talk into the game microphone, and get your teammates to guess who, what, and where without saying any of the words on the cards in 30 seconds. The catch: The microphone jams your speech with a built-in delay.

HEXBUG Hexbug Robotic Soccer mixes technology and sports in a real-world play experience.

Pick a robot player, customize it with decals, send it on the field, and then outmaneuver your opponent. Each bot uses an encapsulated magnet on a cam-powered kicker, which enables the robot to hold onto the ball until you are ready to kick it into the goal.

HEXBUG Robotic Soccer Set Customize the environment for a R/C robot with the Hexbug Ring Rover Stunt Park.

Running on two rotating rings, this tech toy features two speed settings: regular mode and turbo mode. Snap-together ramps allow you to create cutting-edge tricks and show off the robot’s one-of-a-kind capabilities.

Playing off the BattleBots TV series comes Hexbug BattleBots Build Your Own Bot. Recreate the drama from each episode with battles of your own. The customizable miniaturized versions of the machines are nearly exact replicas. Enhanced play-value is delivered with more than 100-plus battle-armour configurations.

Hexbug Cuddlebots introduce robotics through a cuddle-worthy creature bundled with flowery scents. New character styles for 2018 include the Cricket, Ladybug, and Snail. The Hexbug Cuddlebots scoot around as they explore their surroundings. They are for ages 18 months and up.

Identity Games

Identity Games takes the Escape Room route indoors with Escape Room The Game VR Edition. Available now, this VR version piggybacks on last year’s successful Escape Room The Game, distributed in the U.S. by Spin Master. Identity Games has upped the experience with the addition of VR glasses included with each purchase. The Escape Room 2.0 cardboard glasses turn smartphones into a virtual reality viewer. Just download the Escape Room app to use. The VR Edition offers two Escape Room themes: Submarine and Behind Enemy Lines.

In Chomp-itz Crocodile Dinner, players hunt for their next meal while wearing an elongated alligator mask.

Attempt to collect a dinner of “fish” tossed on a flat surface. The first to catch the gold fish wins the game.

Jada Toys

IncrediBuilds

With IncrediBuilds kits, recreate favorite characters, animals, and monuments by building and crafting 3-D wood models.

Each kit includes a laser-cut, FSC-certified wood sheet with easy-to-assemble pieces, step-by-step instructions, and guidebooks with coloring and crafting ideas. New kits includes the Harry Potter: Hogwarts Crest, the deluxe Marvel: Infinity Gauntlet, and the Unicorn Book and 3D Wood Model sets, for ages 8 and up.

A hobby-grade pistol-grip controller takes the all-new Fast & Furious Elite Off Road R/C vehicle to speeds more than 10 mph on land or Fast and Furious 8 Elite Ice Charger dirt. Other features include working LED headlights, taillights, and undercarriage lights; a rechargeable 12.8V Lithium Ion battery; and 25 minutes of action per charge.

The 1.65-inch tall Nano Metalfigs bring home fan-favorite heroes and villains in nano size.

The Mickey Transforming R/C uses an easy-to-operate remote that transforms Mickey’s classic roadster into his all-new roadster racer.

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Jakks Pacific Wipe out the competition with the new Toilet Paper Blaster Skid Shot 30. It’s the only toilet paper shooting blaster in the market. Load with toilet paper, add water, lock, aim, and fire. It fires toilet paper spit balls up to 30 feet with no batteries required.

With Morfboard, a new high-performance deck and component system, kids can skate, ride, balance, or bounce. The Morfboard ecosystem uses Lock & Release Technology (LRT): simply drop different Xtensions into the board and turn them 90-degrees to configure the board for different activities. The Morfboard Skate/Scoot Combination pack comes with front and rear skates, scoot Xtensions, and a scoot T-Bar. Skate Xtensions feature 53mm Urethane wheels, cast aluminum trucks, and performance ABEC 5 skate bearing. Scoot Xtensions feature a lean-to-steer wishbone front truck and rear wheel with inset lever brake. The variable height T-Bar features rubber anti-slip grips. A Morfboard Balance Xtension and Bounce Xtension are also available.

The Balance Xtension features a strong tube with rubber roller traction pad and end blocks to limit rollouts. The Bounce Xtension features proprietary rubber rebounders, adjustable padded foot straps, and 360-degree rim lock collars. All items are available in multiple color options for customization.

The Squish-Dee-Lish line of slow-rise foam squishy toys delivers more than 220 new squishies for spring. Series 3 will feature new styles such as a mermaid, shark in a floatie, piñata, duck, and more. Series 4 includes a flying pig, seal, sloth, space shuttle, and more. Each is packaged in a foil blind bag. Squish-Dee-Lish squishies also now available in a seven-inch jumbo size, launching in six styles: hamster, panda, unicorn, robot, owl, and sloth. Also exclusive to Target this spring is the Wacky Series 1 collection featuring silly gross designs including a UFO, toilet, vomit, poo, and more. Available exclusively at Toys “R” Us and Target are new Seasons 3–6 of Squish-Dee-Lish Shopkins.

The XPV line of Xtreme Performance Vehicles adds on for 2018 with a range of new R/C vehicles. With the Marvel Black Panther RC Stealth Cruiser, for ages 4 and up, race into action with this vehicle inspired by Black Panther’s suit in the film. It includes a 2.4GHz remote and full-function controls.

BIG FIGS adds more points of articulation and characters for 2018.

The DC Rebirth Batman BIG-FIGS Evolution action figure stands

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18-inches tall and features subject to 23 points of articulation. change Its weapon accessories include Batarangs. New Star Wars Boba Fett and Darth Vader BIG FIGS Evolution figures will also launch in July featuring 23 points of articulation. The 20-Inch Han Solo BigFigs Assortment One features figures from the upcoming film that stand between 18- to 20-inches tall and feature seven points of articulation.

Some feature fabric capes and removable accessories.

Join the 11 Disney Princess characters and play with new roleplay sets and dolls with accessories.

The Disney Princess Royal Tea Set is made for a tea party for four and includes six Disney Princess cameos. It includes a teapot with lid, four teacups, four saucers, and four spoons. With the Ariel and Aurora Dress-Up Trunk, Kids can act out moments from Disney’s The Little Mermaid and Sleeping Beauty and store treasures inside the trunk, which includes an Ariel dress, an Aurora dress, two tiaras, two pairs of earrings, and two necklaces with cameos. The Disney Princess Deluxe Babies (Ariel, Aurora, Belle, Rapunzel, Cinderella, and Tiana) feature soft and cuddly bodies for baby doll play. They hold their pacifiers and suck their thumbs. Each includes a doll, a tiara, and a pacifier.

JigglyDoos are pint-sized squishy animals that jiggle, wiggle, and roll. There are 32 to collect in Series 1 including a unicorn, bunny, kitten, narwhal, tiger, and bear. A JigglyDoos Lounge Set with figure also launches for spring with one exclusive JigglyDoos, lounger, drink, and popcorn. Series 2 and 3 two-packs will launch for fall with new animal characters.

Kids can train like a wizard with the Harry Potter Wizard Training Wands. There are 11 spells for kids to learn and master using the included spell training guide. The wands recognize movement to know when kids have cast their spells and provide sound feedback that spells have been cast correctly. Available for fall, the assortment includes Harry Potter’s Wand, Dumbledore’s Wand (i.e. The Elder Wand), and Voldemort’s Wand. Hermione’s Wand is an exclusive at Walmart.

Jay@Play

Flipazoo Flip Box Surprise, for ages 3 and up, lets kids unbox a Flipazoo Puppy and flip it for a surprise. There are more than 20 different styles to collect. Unbox for more surprises inside, from sunglasses to stickers, a dog bowl, and more.

Wish Me, for ages 3 and up, is a new line of plush collectible pets. Kiss your Wish Me Puppy’s nose, and watch its bow glow. Kiss your Wish Me Unicorn’s nose and watch its horn glow. Make a wish and blow out the light to hear magical sound effects.

Push and pop the Pop A Lotz Surprise Pops, for ages 4 and up. Each features confetti, pom poms, scented plush and foodie plush characters, collector’s chips, and more. There are more than 12 different styles to collect in series one.

Flip N Play Friends, for ages 3 and up, are the newest additions to the Flipazoo brand.

Featuring not just one character, but two, flip them upside down and inside out to reveal another character. Styles include a unicorn, kitty, dragon, and troll.

Flip N Play Friends

Jazwares

Roblox developers SelDraken and Teiyia are on a secret mission to reclaim the mermaids’ lost treasure from BuckEye the Pirate. Explore the mysterious depths of Neverland Lagoon, and recreate the adventures found in the RPG on Roblox with this collection of action figures.

They are for ages 6 and up.

Jazwares grows its line of Peppa Pig product for ages 2 and up this spring with new introductions that include the Peppa Pig’s VaPeppa Pig Vacation Countdown cation Countdown and Birthday Countdown calendars. Starting one week before vacation or your child’s birthday, open one window every day for a surprise. The countdowns fold out to provide a backdrop to play and display Peppa Pig collections, while helping teach numbers and counting.

Just Play

Even unicorns need checkups, and with the new Barbie Dreamtopia Kiss and Care Unicorn Doctor Set (pictured), kids can pretend to care for their own plush unicorn with light-up horn. Use the stethoscope, bottle, syringe, and horn cast to treat your unicorn and reward it with an ice cream snack.

The latest version of the Nickelodeon JoJo Siwa Singing Doll sings JoJo’s new hit, “Kid In A Candy Store!” Sporting her signature oversized pink bow, this 10-inch doll features posable arms and legs. She also comes with a pink microphone and a hairbrush.

To celebrate the animated film, Peter Rabbit, help Peter tend his garden in the Peter Rabbit Garden Set. It comes with one three-inch Peter Rabbit flocked figure, one garden planter box, one gate, three cabbages, four carrots, one pumpkin, and one watering can. Peter Rabbit features removable clothing and posable arms and legs. Just Play will also offer a set of three-inch collectible figures, featuring Peter Rabbit and Flopsy, and single-pack Peter Rabbit Egg Capsules that include Peter Rabbit, Flopsy, Benjamin, Johnny Townmouse, and Pigling Bland.

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K’NEX

K’Nex Thrill Rides: K’Nected Roller Coaster Building Sets bridge the gap between physical and digital play. After creating the coaster in the physical world, kids can use the K’Nected app to virtually build, ride, and share their roller coaster either in 2-D or 3-D VR. As in the real world, sets can be combined and customized. The K’Nected app, which can be used with or without a VR viewer, will also feature an interactive gallery that allows builders to share their coasters with other fans who can then “ride” them. Sets will launch this fall.

The Imagine 4WD Crusher Tank and Demolition Truck building sets expand the Imagine line and include more than 200 parts and feature instructions for three motorized builds that can scale virtually everything. They are for ages 7 and up, available this fall.

KD Group

Kelly Toy

Squishmallows launched last fall with 19 different characters, each with its own unique story line. Squishmallows are soft, plush companions that act as pillow pals, bedtime buddies, travel mates, and more. They are vailable in four sizes: clip-ons, eight inches, 13 inches, and 16 inches.

Kellytoy plans to launch two new sizes for 2018— a five-inch and 20-inch style—along with several seasonal styles for Valentine’s Day, Easter, fall, Halloween, Christmas, and a new baby line.

Rescue Runts are plush puppies and kittens, along with a unicorn and dragon, that kids can “rescue.” Each features matted fur, dirty paws, injuries, and fleas. Care for your Rescue Runt using the included comb, flea tweezers, and towel to remove their fleas, wipe away their tears, clean their paws, and comb their fur. Remove their bandages and perk up their ears to complete the transformation from stray scamp to pet. Write their name on the collar to make the adoption official. Rescue Runts’ messy fur, downturned ears, dirty paws, and bandages can be restored for repeated animal rescue play. Launching this fall, they are available in two sizes: seven- and four-inch.

Created by the scientists at LocoRobo, MyLoopy is a toy robot that uses eight different sensors (light, tilt, motion, touch, temperature, proximity, gesture, and sound) and AI to engage kids through imaginative visual and auditory play. MyLoopy stands at just three-inches tall and responds to its environment in real time: Turn off the lights and MyLoopy might choose to go to sleep or to start a dance party. Pair with the MyLoopy app (iOS/Android), to code new MyLoopy responses and play in an AR world.

Snot It is a game of collecting boogers. Fill the spinning cup with the foam snot pieces and put on your nose glasses with dangling slime attached. Spin the spinner to find out how many snot pieces you need to collect. Then try to pick up the pieces using only your nose slime. Pick up the right number of snots, and you get to keep them all. Pick up more than you were supposed to, and you must put them all back. Avoid the purple snot; if you grab one, you’ll have to scream “Snot It!” before your opponents do. If you don’t say it first, put one snot back into the cup. The player who collects 10 snots first wins.

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KidKraft

In 2018, KidKraft offers a product lineup with more life-like interactive features, modern play platforms inspired by cultural trends and consumer feedback, and an improved assembly experience through the introduction of EZ Kraft Assembly technology.

In the KidKraft Farm to Table Play Kitchen set, kids can tend to the window box with planted carrots and purple onions that can be pulled and chopped on the cutting board with the wooden knife. Then sauté them on the cook top with light and sound-motion sensors. Wash your hands before and after cooking in the large farmhouse sink, which features lights and running water sounds. Organize the refrigerator with working ice maker and the two wood-print storage crates. The playset also features hanging hooks to hold the included spatula, pot and pan, and a large chalkboard to feature daily specials.

For ages 3 and up, the KidKraft Speedway Play N Store Activity Table features multiple shelves on the grill, sides, and bumper for kids to display their own vehicle collections. The race car activity table offers 360 degrees of play space with its smooth tabletop and built-in track. Four track connectors allow kids to create a unique racetrack suited to their mood and style. When playtime is over, pull back the spoiler or lift the hood to reveal hidden storage compartments for cars and tracks.

The KidKraft Teeny House Dollhouse is a tiny house-inspired fully mobile dollhouse with functional wheels and a trailer hitch. Standing nearly two feet tall and with the many features of a real-life tiny house, it is made for 12-inch fashion dolls. It includes 13 pieces and pre-assembled accessories.

The limited-edition Grand Anniversary Dollhouse (pictured), created exclusively for KidKraft’s 50th anniversary, features heirloom quality and fine artistic details. The custom designed dollhouse is more than four feet tall and offers four levels of play packed with furniture pieces, accessories, and working features.

LeapFrog/VTech

VTech’s Go! Go! Smart Wheels line will introduce a new police tower playset that lets kids pretend to serve and protect while exploring SmartPoint locations throughout. And, for the first time, VTech adds licensed Go! Go! Smart Wheels.

VTech will extend its Kidi line of electronics to include a new karaoke machine, microphone, and hi-tech journal. Its DigiArt tech/arts and crafts line will also expand with additional accessories.

In VTech’s Baby, Infant, Toddler and Preschool lines, a new collection of baby toys offer new sensory experiences and on-the-go play while new infant and preschool toys encourage milestones and interactivity. These products include an activity center, a new walker with fresh updates, and a tabletop soccer toy.

A new addition to the LeapFrog LeapStart platform will combine animation with physical print books aimed at deepening the learning to bring pages and activities to life. The LeapStart library will continue to expand with new and popular licenses.

LeapFrog builds on the success of it Scoop & Learn Ice Cream Cart by adding new products to its Infant and Preschool collection. The line will include a new multiuse walker featuring a favorite LeapFrog character, a bilingual word book that teaches 100 first words, an expansive play station filled with activities, and an on-the-go alphabet learning toy.

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The Learning Journey

The new Code & Learn Lady Bug introduces kids to basic programming and coding through two modes to play. In the first mode, use the coding card deck and color grid map to find the right path to a destination by entering directional instructions into the remote control. If the ladybug’s antennae lights up with the color of the mat square they land on, they are correct. In the second mode, drive the R/C playmate around while learning more about sequencing, directions, problem solving, and logic skills. The Code & Learn line also includes the Code & Learn Space Ship. Made for ages 5 and up, the ladybug launches in April.

With 80-plus colorful construction pieces, power motor and more, the Techno Gears Dizzy Droid includes everything needed to build a droid with motorized gears. The mechanics of the droid offer an introduction to the science of gear ratio, while challenging problem-solving skills, expanding mechanics and engineering knowledge, and inspiring creativity. It’s now available for ages 6 and up.

To help children learn handwriting and counting skills, the Write & Erase Flash Cards provide skill-building writing and counting practice. The double-sided flash card sets feature 26 cards and a write-on/wipe-off marker. The cards feature real images that help kids practice and learn beginner skills that will get them ready for school. It’s now available for ages 3 and up.

A new addition to the Jumbo Puzzle series, a collection of large floor puzzles that introduce children to basic problem-solving concepts, is the Alphabet Jumbo Floor Puzzle. The new Alphabet Jumbo Floor Puzzle features colorful illustrations that encourage parent-child discussion about the pictured objects and the associated letter. The big chunky pieces are made for small hands and help to develop tactile and motor skills as well as hand-eye coordination. Each Jumbo Puzzle has 50 pieces and measures three-by-two feet. This puzzle is now available for ages 3 and up.

Learn & Code Lady Bug with Mat

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Learning Resources

The seven-inch Primary Science Solar Lantern is powered by the sun (no batteries required). It features an easygrip handle for portable play. It’s for ages 3 and up.

Botley the Coding Robot Activity Set is the next-gen of Learning Resources’ coding robots. The set includes a programmable robot, docking cradle, mats, interactive obstacles, ramps, blocks, and more. The kit focuses on step-by-step coding, programming, and critical thinking, while incorporating collision detection and loops into coding challenges. It’s for ages 5 and up.

The 1-2-3 Build It! Rocket-Train-Helicopter comes with pieces to build three different vehicles (one at a time). Kids, ages 2 and up, use the play wrench to put chunky parts into place.

Building on last year’s Code & Go Robot Mouse Activity Set, the new Code & Go Mouse Mania is an analog coding game to teach coding and critical thinking. Players draw coding cards and “compute” their path to the cheese.

The first mouse to reach the cheese wins.

The Crashapult STEM Challenge is a 15-piece set that encourages trial and error to problem-solve through game-like challenges. The kid-powered catapult requires no batteries, springs, or rubber bands. The set is also an early introduction to concepts such as angles, trajectories, and distances. It’s for ages 5 and up.

In pretend play comes the 35-piece Serve It Up! Play Restaurant. The set teaches food groups, counting, early money skills, and roleplay. It’s for ages 3 and up.

LEGO

January 28 marked the 60th anniversary of the LEGO brick. In celebration, the 871-piece Mission to Mars building set offers varying levels of building complexity and includes three minifigures.

With the 143-piece Wonder Woman LEGO BrickHeadz set, recreate her iconic details, including flowing black hair, headdress, and gauntlets. This BrickHeadz also has a detachable sword and shield in hand, and stands on a buildable collector’s baseplate with BrickHeadz icon for easy display.

Mission to Mars Help toddlers learn to recognize and understand different emotions using the 28-piece LEGO DUPLO My First Emotions set. Turn the double-sided face bricks to explore different facial expressions, and use the double-sided story bricks to create your own tales around moods and feelings.

The 772-piece LEGO Friends Friendship House is the ultimate base for special moments between the friends of Heartlake City. It features a kitchen, living room with craft table, bedroom with double-sided TV screen, terrace with speakers, barbecue, hot tub, juice bar, and a lookout tower on the roof.

Outside, there’s a swing and a bike with a trailer full of tools. Additional features in this converted fire station include a working pulley, alarm, pole, slide, and a garage with opening door. It includes three mini-dolls and three animal figures.

Play out a LEGO Star Wars mission with the partially constructed 370-pieces First Order AT-ST Walker. This toy features an under-construction walker with posable legs, a wheel at the back for rotating the turret, and dual spring-loaded shooters for action play. The set also includes a buildable hangar lift for Finn, Rose, BB-8, and Captain Phasma.

With the LEGO Marvel Super Heroes Royal Talon Fighter Attack set, help Black Panther and Nakia win the battle against Killmonger and Ulysses Klaue. The Royal Talon Fighter features an opening minifigure cockpit, two stud shooters, and a rear prison compartment to trap a minifigure. The set also includes four minifigures with weapons.

Little Kids

Little Kids’ all-new line of bubble toys is targeted for ages 5 and up. Building on the company’s long-standing line of Fubbles products comes the trick bubble line, Slick Tricks. Launching with four products—Slick Tricks Make It Bounce, Slick Tricks Make It Stack, Slick Tricks Make It Morph, and Slick Tricks Make It Stretch–master different bubble tricks such as making different shaped bubbles, bouncing bubbles with gloves and headbands, creating a long stretchy chain of bubbles, and more. Two additional products—Slick Tricks Level Up and Slick Tricks Master It—compile multiple tricks in each package to help kids become bubble masters. A street-smart 10-year-old, Don Wand, is featured on package and in tutorial videos on the Little Kids YouTube channel.

Little Kids will also add new licensed bubbles for 2018, including eOne’s PJ Masks. Products will include a PJ Masks No-Spill Bubblin’ Bucket, Bubble Vehicle Assortment (Cat Car, Owl Glider and Gekko Mobile), Bubble Blastin’ Machine, Water Rescue Pack Assortment, Giant Bubble Wand Assortment, and Eight-Ounce Bubbles Assortment.

The licensed Sesame Street bubble line also expands with two new products. Elmo and Cookie Monster wobble back and forth but don’t tip over (or spill) with the Sesame Street No-Spill Bubble Wobblers. With Sesame Street Giggle & Bubble Elmo, kids touch Elmo’s nose and he sings, counts, talks, giggles, and blows bubbles.

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Looney Labs

Zendo is an inductive logic game in which crystalline pieces are used to build structures marked by the moderator according to a secret rule selected from a deck of options. By observing the patterns and testing their guesses, players narrow down the possibilities until someone is able to guess the rule. The game can adapt for cooperative play. The game is now available and made for ages 12 and up.

Magformers

Lovee Doll

Lovee Doll & Toy Co. is a manufacturers of promotionally priced dolls, including walking dolls; baby dolls with layettes, accessories, and sets; ethnic dolls; and electronic-talking, singing, nursery rhyme, and educational dolls in English, Spanish, French, and bilingual.

Featured dolls include the 13-inch Teapot doll, which sings “I’m A Little Teapot” and comes with tea set accessories; the 13-inch Singing Doctor doll; and the 14-inch Tickle Toes and This Little Piggy Assortment.

The Magformers PAW Patrol 20-Piece Ready for Action Set uses 14 magnetic pieces and six insert character cards to make PAW Patrol-themed builds. Follow the idea booklet and playmat for step-by-step building, or use your imagination to construct unique creations. Magformers use Rare-Earth Neodymium Magnets for guaranteed connectivity. This set is for ages 3 and up.

Build and craft with the Clicformers Car 25-Piece Set. Design race cars and trucks with the 18 building blocks and seven accessory pieces. Clicformers construction toys are developed to aid in hand-eye coordination for ages 4–12. All Clicformers sets are compatible.

The Dolce Spring Bunny, by Magformers, is a plush companion toy for all ages. Watch as baby explores the crinkle ears, rattle belly, removable carrot, and learns new sensory and hand-eye coordination skills.

Dolce Spring Bunny features textured and embroidered fabrics, ribbons, and a connected ring with the signature Dolce teether.

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Magicforest

Papoose Toys is the newest line represented by importers Magicforest. The line is handmade by Nepalese families. Products include the 20-piece Deluxe Mouse House Set, Grow-A-Garden with 36 realistic-looking vegetables, and 16-piece Sandwich Toppings with play cheeses, meats, and lettuce.

Part of the woodland fairy collection is the Deluxe Fairy House Set with 30 pieces. It is made from driftwood from Indonesia. Related forest-themed toys range from soft-touch Trees and Acorns to the 20-piece River Play Set with felt mats spun from pure wool.

Moulin Roty’s line Le Voyage d’Olga features Olga, a goose standing 15-inches tall, and a menagerie of forest animals—three goslings, two mice, and a fox—and a big blue whale named Josephine.

Moulin Roty’s Les Petit Dodos (the little sleepy ones) is a new theme with a collection of four characters: Moon the Cat, Oko the Fox, Nin-Nin the Rabbit, and Ninou the Mouse. The collection features 13.5-inch dolls dressed in chic styles and French fabrics. Cat and Fox come in musical versions. A Tooth Fairy Mouse also comes complete with a pouch to be tucked under a pillow or by a nightstand.

Malarkey Kids

Malarkey Kids’ Munch Mitt is the undroppable teething mitt made with food-grade silicone that’s BPA- and Phthalate-free. New collections include the Munch Mitt Trendy Collection and the Pastel Collection. The Munch Mitt is for ages 3–7 months.

The Buddy Bib Animal Collection is a removable and wearable plush sensory toy that holds baby’s soother (any with handle) or teether.

The soother/teether-holding buddy can be removed and used separately from bib (affixed to stroller, car seat strap, wrist, etc.). The soft fabric bib with a water-resistant layer contains drool and keeps clothes dry. It is also reversible. The collection is for ages 3–12 months. Pictured is the Unicorn Buddy Bib.

Manhattan Toy

Musical Chicken, for ages 1 and up, is loaded with instrumental attachments and activities to keep little ones busy.

Musical instruments include a cymbal, five-bar xylophone, maraca tail, and two drums on the sides with detachable drum sticks on back. The tail feathers of this toy chicken can be removed and double as a maraca.

The Wee Baby Stella collection also welcomes the new Fella. Wee Baby Stella Fella has the same features found in all Wee Baby Stella dolls including life-like hands, toes, and belly button; magnetic pacifier; and tummy. Fella comes dressed in a blue, green, and red plaid outfit with Velcro-like adhesives and elastic waistband for quick outfit changes.

Floppies Unicorn, for ages birth and up, features plush blue fabrics and a floppy under-stuffed design complete with over-sized big googly eyes, a white mane, tail, and unicorn horn. The Floppies Unicorn is one of five new plush animals in this new soft toy collection.

Groovy Girls Special Edition Jamie, for ages 3 and up, is ready for a slumber party. This one-of-a-kind Groovy Girls doll features a removable pajama ensemble, complete with bunny slippers and soft bunny friend. This is one of five new Groovy Girls doll introductions for 2018.

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Maze-O

First introduced on ABC’s The Toy Box last May, the Maze-O Starter Set is a maze-building toy for ages 3 and up. Its primary-colored tiles become ramps, turns, and branches as little fingers combine up to 52 pieces however they imagine. Follow the activity cards or use your imagination. Have action figures find their way out, or send a car on a dizzying drive.

MasterPieces

MasterPieces’ Right Fit Puzzles, for ages 3–8, are designed to ensure that each puzzle’s challenge is suited to the age and skill level of the child. In each Right Fit Puzzle, the “right fit” refers to the piece size and piece count. Products geared to young puzzle builders have as few as 24 large pieces, while older kids can be challenged with 60 or up to 100 pieces.

MERGE

The Merge Cube is the world’s first holographic object you can hold in the palm of your hand. Play, learn, and explore in new ways. Download apps using your tablet or smartphone, view the cube through your device’s camera, and watch the Merge Cube come to life as it transforms into anything you can imagine. Its virtual reality, augmented reality, and mixed reality in one. It’s for ages 10 and up.

McFarlane

McFarlane will expand its product line with the introduction of new detailed figures from movies, comics, TV, and more.

Some of the collections the company will highlight at Toy Fair 2018 include Borderlands, Destiny 2, Five Nights at Freddy’s, Hello Neighbor, NBA, Rick and Morty, Star Trek, Stranger Things, Walking Dead, Tokyo Ghoul, and We Happy Few. New Rick and Morty sets launching for fall include A Price for Everything, Squanchin’, Tiny Riiiiiick!, and Smith Dining Room micro sets and the Roy: A Life Well Lived small set.

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Mobo

Mobo introduces a Cruz Ramirez-themed cruiser in its new Mobo Mity Disney/Pixar Cars 3 Cruz Ramirez model. Made for ages 2–5, the Cruz trike sports Cruz’ Piston Cup-winning Dinoco racer graphics on a sleek yellow finish. Other features include a chainless chassis, a cushioned seat, never-flat rubber tires, and an adjustable frame to grow with your child.

Mattel The new Fisher-Price Think & Learn Rocktopus, launching for fall, is a STEAM toy that lets kids to explore a different musical styles while learning about different instruments, rhythmic patterns, and more. Rocktopus features 15 unique instruments across five different genres of music that lets preschoolers mix (and remix) their own musical creations. Kids are in control of their own compositions by adding or subtracting instruments, changing the tempo, and layering in fun sound effects. It features three interactive play modes: math, music, and game.

Preschoolers can also get in on the Jurassic World excitement with the Imaginext Jurassic World Jurassic Rex for spring. Use the handle to make Jurassic Rex lunge forward with arms out, and push the trigger to chomp its mouth around its prey. Press the button on the dinosaur’s head to popopen the blindfolds, and twist the Power Pad to change its eyes from green to red for predator mode with a glowing red mouth. Turn the Power Pad to launch the ATV from the playset and send Owen racing into action. It includes Jurassic Rex, playset, projectile launcher, two projectiles, ATV, and Owen figure.

The Barbie Fashionistas doll line expands for spring with added diversity and more variety in styles, fashions, shoes, and accessories. There are four body types, 10 skin tones, five eye colors, and 12 hair colors and hairstyles. From casual cool to magical unicorns, all the fashions are inspired by the latest trends. The Barbie brand has also teamed up with Crayola for the Barbie + Crayola collection. Kids can use Crayola craft tools to customize different apparel and accessories for Barbie in these kits. The Barbie + Crayola Rainbow Design assortment, Tie Dye Fashions assortment, Color-In Fashions assortment, the Color Magic Station launch for spring. In the Color Magic Station, young designers can pick a favorite stencils and Crayola paint color (pink, yellow and blue are included) to create a mess-free, rainbow-splash effect. Wash the looks out for a fresh canvas each time you play. For fall, the line expands with the Color Stamp Fashions assortment and Confetti Design Studio, which lets you punch out confetti to fill one of three colorful skirts and then use washable Crayola Gel markers, washi tape, and stickers to decorate it.

Hot Wheels Augmoto is a racing platform that uses AR technology to bring video game play to a physical track set. Complete laps as AR (through your smart device) brings the vehicles and track set to life with a loop of fire, hazardous oil spills, fireworks, and strategic stops to recharge your car in the pit lane. Hot Wheels Ultimate Gator Car Wash playset, for

Barbie + Crayola Color Magic Station

fall, offers a magic color-change element and a massive gator attack.

Polly Pocket adds new themes and surprises for fall to go along with the micro dolls and accessories that are small enough to take anywhere.

Choose from Cake-tastrophe with micro Polly and Shani dolls plus scooter and microphone; Flamingo Floatie with micro Polly and Lila dolls plus flamingo and swan floaties; and Snowmazing Surprise with micro Polly and Shani dolls plus snowboard and sled.

In advance of the latest Jurassic World film, Mattel expands its line of dino-fueled product with an assortment of figures, drones, and roleplay toys.

Jurassic World Chomp & Roar Mask is based on the fan-favorite movie character, Blue, and features realistic details like skin texture and color, real moving eyes, and teeth. Pair the mask with the Blue Claws, which are wearable, flexible, and bendable claws. The Jurassic World Pterano-Drone is a quadcopter that takes flight through a hand-held remote control. The Jurassic World Thrash ‘N Throw Tyrannosaurus Rex figure is inspired by the movie and features a larger size designed for thrash-and-throw head movement action and includes roar sound effect.

Expanding the Mega Construx line for fall comes the Mega Construx Inventions Wheels Pack. The 400-piece Wheels Pack includes six Beyonder pieces, numerous specialty parts, six bold colors, and lots of wheels to use to build roadsters. Kids can use the official app for even more inspiration, or use their imagination to create cars. Mix and match with other sets to build anything and everything

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Moose

In Shopkins Season 9, the theme is Wild Style, and there’s a brand new addition to the Shopkins’ World, Shoppets. Shoppets are the Shoppies new animal friends from Pawville. The Shoppets’ Wild Styles features a furry finish and outfits inspired by the things they love. Each comes with Happy Places Stables Playset its own exclusive Shopkin. Shoppets include Kissy Boo, Caterina, Pupkin Cake, Bunny Bow, Ambear Bow, Kitty Crumbles, Foxy Lemons, Snow-Fro and Rainbow Sparkles, Squeak Sweetie, Minty Paws, Sugar Swirl, and Hip Hip Hamster. Moose supplements the new line with nine new Shoppies dolls (Lippy Lulu, Pirouetta, Jessicake) and the Kennel Cuties Beauty Parlor set. The playset lets kids style their Shoppies with the salon chair and drop-down, adjustable hair dryer. Pamper Shoppets in the bathtub and add flair to your own nails and hair with the Glitter Hair Gel and Nail Art Stickers. It also includes two exclusive Glamour Gem Shopkins.

Happy Places Shopkins Season 4 introduces the new Happy Places Stables Playset for the Lil’ Shoppies’ pony, Poni Crumbles. Style the stable with Petkins furniture and accessories. The playset includes a catalog with special features and designer tips, plus two tiles to click and connect.

The Little Live Pets introduces the Lil’ Cutie Pups. Lil’ Cutie Pups interact with kids and respond to their touch. Kids can pat them to make them sing. There are currently four pups to collect in season one: Starbow, Sprinky, Pawberry, and Ruby. The Little Live Pets Season 2 Surprise Chicks crack open to reveal what chick you’ll get inside. New chicks include Candy the Bubbly Gum Chick, Pipseed the Watermelon Chick, Pipsy the Strawberry Chick, Chillsy the Snow Chick, Sprinkles the Donut Chick, Twinka the Starry Chick, and the limited-edition Diamond Chick.

All-new Grossery Gang Season 4 Bug Strike Action Figures feature fully articulating joints to take on the bugs. Get ready for combat with Putrid Pizza, Dodgey Donut, and Fungus Fries. Each comes with its own weapon.

Pikmi Pops Season Two Surprise Packs will now offer even more surprises inside, such as notebooks, sticker sheets, nail decals, pencil cases, charms keyrings, and erasers. Kids can display their Pikmi inside the lollipop or use the dangler string to hang their Pikmi on their favorite bag, keys, phone, and more. There are more than 45 mini Pikmi characters to collect, including Shimmery Sea and Fantasy Pikmis. Each Pikmi Pops Single Pack comes with one mini plushie, one surprise message, one dangler string, one collector’s guide, and one lollipop stand.

The Cutie Cars Shopkins Season Two unveils a new line of three-packs. Each pack includes three Cuties Cars and Mini Shopkins with one exclusive Cutie Car in every pack. There are four packs to collect: Pretty Performers, Speedy Style, Dessert Drivers, and Breakfast Beeps.

In the Moose Games line, the Original Tiny Hands Challenge Game is a team-versus-team party game in which players must compete in physical stunts using nothing but their Tiny Hands. Pick a card, make a wager, and perform stunts with your Tiny Hands. The game includes one pair of Tiny Hands and one pair of even Tinier Hands. The game also includes more than 150 activity cards, 20 scoring tokens, one spinner, one string, one ball, one 60 second timer, one wager mat, and an instruction manual. It will be available exclusively at Target this March.

My First Lab

My First Lab, a division of C&A Scientific, introduces its STEM Starter Kit. With the aid of a smartphone or mobile device, such as an iPad or Kindle, kids of all ages can have a 60x-magnification microscope in the palm of their hand. Kids choose their light, clip the microscope over the mobile device’s camera lens, and then position the lens over an object. The kit includes My First Lab’s cell phone microscope, the Smartphone Inspector as well as the 15 different 3-D specimens on prepared slides, two light settings, and batteries. It’s for ages 6 and up.

My First Lab’s 70-plus product line also includes Duo-Scope (for ages 9 and up), the Duo-Scope Starter Kit (ages 8 and up), and My First Lab WOW Scope (ages 9 and up).

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ORB

ORBMolecules, for ages 5 and up, is a creation compound. Squeeze, construct, and decorate one “atom” at a time.

Each kit includes thousands of pieces that attach together and hold their shape until you decide to recreate.

Expanding the Soft’n Slo Squishies line, kids can now decorate their own with the DIY Soft’n Slo Squishies. Use your own designs and patterns to create a unique cupcake. Draw, doodle, and squish. Markers are sold separately. They are for ages 8 and up.

In compounds, Super Bounci Braini Putti and Super Meltsss Braini Putti, for ages 5 and up, are the two newest extensions from the Putti line. Super Bounci Braini Putti is made with an advanced technology that makes it a high-bouncing putti. Make a ball and watch it bounce up to 20 feet. Super Meltsss Braini Putti is a putty that magically melts over any surface. Create a time lapse as you pool your putty on a flat surface or overtop a 3-D structure.

ORBMolecules

OWI

OWI-893

Pillow Pets

OWI introduces a new 231-piece Mini Solar Kit that utilizes two forms of alternative energy. The Dodeca 12 in 1 SolarHydraulic Robot is made to teach kids how to engineer a robot that uses solar and hydraulic power in harmony, while challenging their manual dexterity. Powered by direct sunlight and a hydraulic transmission, no batteries are required. The Dodeca has 12 forms that can be separated in two animated building modes: Automotive (Buggy, Obstacle Avoiding Rover, Excavator, Forklift) and Animals (Elephant, Pterosaurs, Monkey, Ostrich, T-Rex, Crocodile, Scorpion, Dog-Walker).

KIKO.893 is an exploring robot that features two pre-programmed modes (Follow Me and Explore). It also scans its surroundings by using AI, infrared sensor, and six legs that allow it to turn 360 degrees and complete obstacles.

Once constructed, the 107-piece robot features a sound and light effect, which develops its own emotions and gestures. Create mazes for KIKO.893 to navigate around, or just select Follow Me mode. KIKO.893 is for ages 8 and up.

For the first time, Pillow Pets is launching products specifically designed for babies with My First Pillow Pet and Naturals Pillow Pets. My First Pillow Pet is a new line that comes in three sizes: five-inch, 11-inch, and the classic 18-inch. They come in pastel colors to appeal to all babies and match nursery décor. The Naturals Pillow Pets are soft and cuddly animals in two different sizes: 11-inch and 18-inch. Each is made from soft sherpa materials.

Pillow Pets is also launching a girl’s line featuring its best-selling unicorn and puppy in all three sizes, as well as a boy’s line featuring the new dinosaur and wild animals designs in the five-inch, 11inch, and the classic 18-inch size.

The new Sleeptime Lites line is a night light and plush toy in one. The Sleeptime Lites line creates a tranquil sleep environment with its alternating hues of amber, blue and green lights and starry ceiling display. Sleeptime Lites also include a built-in timer that shuts off after 20 minutes and three feature light options. Sleeptime Lites are offered in popular designs and licensed characters.

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PlaSmart

Watermelon Ball JR is a smaller, lighter, and brighter (for high visibility in water) version of its existing Watermelon Ball, which is designed to look, feel, and behave like a watermelon in water. The Watermelon Ball JR lets players dribble, kick, bounce, pass, and intercept under water. Simply fill with water to start play. It’s for ages 6 and up.

The Smartivity Mechanical Xylofun Music Machine is a DIY STEM activity. The set introduces sound, music, vibrations, gears, and ratchet pawl mechanism. Kids can learn about music notations, play two tunes, compose music by placing the pegs in different slots, and decorate once assembled. It includes 208 pieces and a step-bystep instruction booklet. It’s now available for ages 8 and up.

The PAW Patrol PlasmaCar is a kid-powered ride-on that requires no batteries, gears, or pedals to operate.

Place feet on the paw-print footrests, turn the steering wheel, and PAW Patrol is on a roll. Turn and navigate in small spaces indoors. Ride outdoors on smooth, flat surfaces. It supports up to 220 pounds. The assortment includes Marshall, Chase, and Skye. It’s for ages 3 and up.

The Kimber Verve 3-Wheel Junior Kick Scooter features a three-wheel design to help new riders balance. The three-position handlebar adjusts to growing children. The soft rubber hand-grips keep little hands in place. Lean from side to side to change direction. Stop using the rear foot-brake.

The scooter also features polyethylene wheels and a durable steel frame supports up to 44 pounds. It’s for ages 3–5.

Playmates Toys

Playmates Toys, the longtime master toy licensee for Teenage Mutant Ninja Turtles, will reveal an all-new product line in October inspired by Nickelodeon’s brand new series, Rise of the Teenage Mutant Ninja Turtles, set to debut also in 2018. The toy line includes basic action figures, deluxe Ninja Action figures, Giant 11-inch figures, group vehicle, vehicle with figure, 43-inch Sewer Lair playset, and roleplay toys. Each figure comes with unique translucent accessories, and is compatible with most of the vehicles and playsets in the line. Each ninja action deluxe figure stands 5.5-inches tall and features different Ninja Attack moves. The “My Size” Sewer Lair Playset is the biggest TMNT action figure playset. There are four levels of play to discover, seven rooms, and 20-plus features.

As the global master toy partner for Cartoon Network’s Ben 10 animated series, Playmates will expand its toy line in 2018. Based on season two, the basic action figure assortment adds figures inspired by the new Omni-Enhanced theme. In season two, the mysterious sparks of energy erupting from Ben’s trusty watch take his alien transformations to the next level. Ranging in height up to five-inches tall, each figure is highly detailed and articulated and also comes equipped with themed accessories for added play. Omni-Launch Battle Figures use the Omnitrix launcher to load and launch your figures. Fold them, load them, launch them, and land them. They transform in mid-air, ready for battle. With the Alien Creation Chamber, create a custom three-inch mini figures by mixing and matching alien body parts.

Select and combine the parts inside the Omnitrix-inspired chamber and then launch your fully formed and articulated alien figure.

As global master toy partner for Nelvana’s animated series, Mysticons, Playmates expands its line of action figures, deluxe figures, griffins with figures, roleplay, and dress-up. Mysticons launched at limited Toys “R” Us stores in November and will roll out nationwide with other toy and mass market retailers for spring. New seven-inch figures include the evil villain, Tazma, along with Princess Arkayna and Zarya in non-Mysticon-mode. New 10-inch Deluxe Lights & Sounds Figures include Em. Mysticons figures with griffins are Piper and Em.

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Playmobil

With the Ski Lodge playset, kids can pretend to start their day with a warm breakfast on the patio while taking in the views. Rent skis at the equipment station and check the trail board. Pretend to build a snowman or step inside to sip some hot cocoa by the fire. Two beds await in the loft, which can be reached by the ladder.

The set includes five figures, skis, table, chairs, firewood, shovels, lounge chair, snowman, mittens, and other accessories. It is for ages 4–10.

With the Playmobil Aquarium, stand on the visitor’s bridge and watch as the sea lion jumps through the hoop and balances a ball on his nose.

The nearby chart includes a clock with movable hands that makes it easy to see when the next feeding time is. Move over to the rotating carousel to observe other small sea creatures. Stand inside the underwater viewing area to feels like you’re a part of the ocean as the fish swim by you. Fill the aquarium tank with water for a more realistic experience.

With the new Ghostbusters Egon Spengler, Peter Venkman, Raymond Stantz, and Winston Zeddemore sets, kids can sync up the free Playmobil app to make ghost traps project a ghost into the clear hologram cone for real ghost-catching action.

In Playmobil Hidden Temple with T-Rex set, discover the temple and use the ancient structure as your research base before heading out to explore the island using the secret map. Rub the map to reveal a hidden path where X marks the spot. Back at the base, protect the team from the T-Rex or enemy explorers with the functioning laser gun (batteries included). Kids can also use the included UV flashlight to reveal glow-in-thedark features, such as with the ruin’s crystal eyes, jungle plant, and more.

PlayMonster

Super Spinner is a contemporary upgrade on outdoor swinging. The round curved seat, adjustable double-braided ropes, and weather-resistant clips are designed for a safer, more comfortable ride. Super Spinner holds multiple patents and is designed so kids can swing and spin from a tree, a playset, or a secure structural beam. There are two Super Spinner versions currently available. The original Super Spinner is for one or two kids, engineered to hold up to 200 pounds. The Super Duper Spinner holds multiple riders, even adults, with a weight limit of 650 pounds.

Automoblox vehicles sport a body made of European beechwood, and include multiple interchangeable components, such as tires and wheels. With their mix-and-match features, they are for ages 4 and up. Some, such as the HR5 Scorch, will sport the line’s first darker stained wood. Also debuting is the new pick-up truck Grizzly as well as the X10 Timber Pack featuring an SUV with a trailer and the first-ever Automoblox motorcycle. The BR100 Hercules 16.5-inch hauler comes with two back ends, two mini vehicles, has room to hold and haul up to five mini vehicles, and features an adjustable ramp. Change it from a car carrier to a dump truck.

In Don’t Rock the Boat, players take turns setting pirate pieces on the teetering pirate ship, trying not to upset the balance. The player who makes the boat tip and pieces fall off loses. The game comes with characters and 16 playing pieces. It’s for ages 5 and up.

In Yeti, Set, Go!, instead of balancing on spaghetti, four Yetis are kicking meatballs onto a snowy mountain. In the all-play game, players make their Yeti kick the balls, trying to be the first to get theirs on the ledges. It’s for ages 4 and up. It launches this fall.

New themes and features will be added to the My Fairy Garden line, including the new Unicorn Paradise set and Windmill Terrace set, which brings solar energy to My Fairy Garden.

PlayMonster will introduce its first expansion of the Marbleocity line, which will feature smaller marble machines at a new entry-level price that add plastic components that give the wood models a pop of color.

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PlayVisions

Collect two surprise Splashlings in the new blind foil bags with collectible shell. Try to find the rare color-change Splashlings. With the Splashlings six-packs and 12-packs, open the treasure shell to discover your secret Splashling and Ocean Friends. Collect more than 100 new Splashlings including the rare color change. In the Splashlings Medical Clinic Playset, mermaid and Splashlings alike can get help from the Sturgeon Surgeon and Nurse Shark. The set includes a playset, three exclusive Splashlings, and accessories. With the Splashlings Coral Playground Playset, Splashlings can swim around the coral, slide down the aqua slide, go for a swing, or relax in the shell hot tub. Shell Time pocket-sized playsets are also available.

The newest Play Dirt Special Forces features an army theme. Challenge friends to combat with Play Dirt in a easy-to-store bucket complete with miniature army men. Or kids can build and create their own construction job site with the Play Dirt Construction Zone set. It comes with Play Dirt in a reusable jar as well as roadways and warning signs.

Pulse Performance Products

The Pulse Performance Dura Street 12 Volt Electric Scooter is designed for young riders across all skill levels. It features Push-To-Go technology with the throttle integrated into the deck of the scooter. Step on the front of the deck and push off to go. With the 80-Watt hub motor and 12-Volt battery, the Dura Street quietly accelerates up to 8 mph for up to 40 minutes of ride time. It also features heavy-duty frame, axles, fork, and handle bars. It’s for ages 8 and up and holds up to 120 pounds.

PlusPlus

New for 2018 are six new items designed for ages 1–6. PlusPlus BIG is one sturdy shape. Toddlers can build simple flat patterns, while older preschoolers can build in 3-D. It’s made in Denmark, and 100-percent BPA- and Phthalate-free.

Plus-Plus BIG is available in two color palettes, Basic and Pastel, and at three price points. There is the 15 pieces packaged in a clear, travel-friendly tube; 45 pieces; and 90 pieces. Each item comes with an idea guide showing kids how to build play food, people, vehicles, and more.

Building on its 2017 Mini Makers, Plus-Plus introduce five new Mini Makers Tubes for 2018. Each Tube contains 70 Plus-Plus pieces along with step-by-step instructions to build a model. The Unicorn features a neon mane, tail and horn, while the North American series brings four new characters to the world of Plus-Plus: Black Bear, Red Fox, Gray Wolf, and Bald Eagle. These new items come in a sturdy reusable tube for play on the go.

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Play Impossible

The Play Impossible Gameball is an active gaming system that brings the digital action outdoors with a variety of free connected ball games you can play on your own or with friends. The inflatable Gameball is embedded with patent-pending sensor technology that connects to the Play Impossible app via Bluetooth. Connect, compete, and challenge your ball skill with the new game Impossible; see how long it takes to reach your vertical limit in Skyscraper; or use brains and brawn in a new version of ‘keep away’ with Jostle.

The Gameball is made to refuel in 20 seconds with the Rapid Charger for another hour of play. As part of the Alexa Accelerator, Powered by Techstars, Play Impossible will introduce new features to the Gameball in 2018 that incorporate Alexa voice AI into the play.

PonyCycle

With the PonyCycle toy, simply sit in the saddle and push down on the pedals to move the pony forward. Steer using the handles on its head. The toy also promotes your child’s balance and coordination skills as well as encourages exercise and imaginative play. The PonyCycle is available in two sizes and multiple styles.

Prime Time Toys

Prime Time Toys has developed and expanded its line of water activities. The Wet ‘N Wild collection puts a new twist on sprinkler fun with lights and new designs. The new Mega Melon Sprinkler Ball stands three-feet tall and spouts water from four different fountains. It’s for ages 4 and up. The new Light Show Spinning Sprinkler is a light-up, hydro-powered, spinning dome featuring a Super Swirl Water Spout and Wiggle tubes. Tidal Storm water blasters feature high-performance action. The Battle Monster, for ages 6 and up, is a SuperMax Power Water Blaster. The pressurized water blaster action is made to send water soaring up to 38 feet. The Battle Monster has two blast modes—constant blasting and pump action—and comes with adjustable spray nozzles.

Also for ages 6 and up, the Aqua Strike is a set of compact blasters featuring high performance at a value. The three-pack super set comes with three different team colors: orange, green, and red team.

Prime Time also expands its Walmart-exclusive line of dart blasters, Dart Zone. Now available, with the fully motorized Adventure Force Tactical Strike Accelerator, kids can battle it out to see whether the blue or red team will take home the victory.

Holding 25 rounds, Tactical Strike foams are ready to launch up to 100 feet per second. It also features a built-in trigger lock for safety when not in use.

The Tactical Strike Competition Mask is a protective face mask with adjustable elastic bands and breathable holes for comfort. Identify the enemy with three interchangeable colors: red, blue, or green.

Head into battle with the Adventure Force Tactical Strike Titanium ball blaster for either the red or blue team. It features a Quick-Load Hopper and holds eight foam rounds. The Titanium launches the Power Strike foam rounds up to 100 feet per second to reach the target. The pump-action blaster cycles through the rounds as the tactical grip slide is pulled back and the trigger is released. The built-in trigger lock secures when not in use.

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Ravensburger North America

With the GraviTrax: Starter Set, for ages 8 and up, follow the plans or challenge yourself by designing your own marble run racing system. It comes with more than 100 pieces and 18 unique action parts. Add expansion sets and action accessories for infinite possibilities. Gravity determines each ball’s destiny, but kids can change it. It introduces science and engineering concepts such as gravity, magnetism, and kinetics.

The Volkswagen Samba, also known as Sunroof Deluxe in the U.S., was the most luxurious version of the T1. Volkswagen started producing Sambas in 1951. This puzzle model comes painted in the classic color scheme of red and white, and includes the iconic surfboard on its roof and moving wheels.

The BRIO Camping Toy Set fits all family figures. The canoe fits on top of the car—and even has room for the dog when you paddle off. It’s for ages 18 months and up. The BRIO Airport with Control Tower puts you in control of everything, on the ground and in the air. It has a terminal, a red airplane, and a complete baggage-handling system with two airport staff figures. It’s for ages 3 and up.

Reeves International

Redwood Ventures

The slow-rise Smooshy Mushy line expands for 2018. Each Smooshy Mushy series includes mystery, randomly assorted Pets to reveal. Unwrap the container to find out which scented Smooshy Mushy Pet and Bestie surprise are inside.

Games, accessories, and stickers are also included in each package.

SeeMeez are interactive hologram pals that fit in your pocket. SeeMeez Virtual Friends respond to touch. Feed and nurture them and they’ll entertain with holographic antics. You can also create custom hologram messages to share with friends. The line launches in July.

In the Flying Sushi Kitchen game, players pluck pieces of floating sushi from mid-air in a mad-dash scramble to fill sushi orders and rack up enough tickets to beat the competition.

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Each year, Breyer introduces a brand new sculpture in its Horse of the Year series. This year, it’s Mason, an American Saddlebred.

An American breed developed in Kentucky, Saddlebreds are best known for their smooth gaits and high-stepping action. They have five gaits: walk, trot, canter, slow gait, and rack. They are frequently seen in saddle seat and driving competitions. Mason is the sixth in this collectible series.

The Breyer Classics English Horse and Rider is a giftable set featuring a six-inch fully articulated English rider figure. The figure is dressed for a lesson on her bay roan horse. It also comes with saddle pad, English saddle, and bridle.

The Two Time Horse of the Year, California Chrome, is now a Breyer model (pictured). The seven-time Grade I race winner’s wins include the Kentucky Derby, Preakness Stakes, and Dubai World Cup.

Relevant Play

Building on Mad Mattr, Relevant Play is launching a new compound brand this fall, Toki Dough. Rooted in kawaii design, Toki Dough modeling compound won’t dry out; molds easily; is smooth, flexible and stretchable; and easy to clean up. The Toki Dough Bento Boxes have everything you need to create a Sweet Treat or Garden Party creation. Each set includes eight two-ounce dough colors, three double-sided tools, and a themed background for staging stop-motion animation with your creations. It will also be available in two- and four-packs.

Mad Mattr is a super-soft, non-toxic building compound that easily molds and shapes into endless creations. New for spring, Mad Mattr will be available in new pocket-sized, two-ounce Quantum Pods. They will be available in six colors. For summer, the line will also add the Mad Mattr Tool Box featuring 20 plastic tools and two five-ounce packs of Mad Mattr.

Saturian I

Saturian I introduces the Grip Zone Carbon Fiber line. Balls are available as a 8.5-inch and 10.5-inch football, eight-inch soccer ball, and nine-inch Flying Disc.

The Fun Gripper is a flyer made of a special easygrip foam material and new soft composite (carbon fiber) material giving it the look of carbon fiber but soft to the touch for safe play for ages 7 and up.

Schleich

The Schleich Horse Club comes to life with new figurines and tales in the Caravan for Club Meetings set. The Horse Club is made up of four horse enthusiasts: Hannah, Sofia, Lisa, and Sarah. Secret meetings of the four friends take place in the caravan. The complete playset includes figures and accessories that can be stored in the Caravan. It’s for ages 5–12.

The large farm is the latest playset addition to the Farm World. The modular farm comes complete with numerous accessories and features. It includes the parents (Laura and Paul), Milo the beagle, and Pinky the pig. It’s for ages 3–8.

Root

Root is a coding robot that uses a custom app and 50-plus sensors.

Make Root climb walls, move about on smooth surfaces to draw artwork, play music, respond to touch and color, or more. The app features three levels of coding interfaces designed to grow with users as their skills and knowledge improve. This includes simple sequences, patterns and loops, working up to advanced programming languages such as Python, JavaScript, and Swift. Root Robotics has an exclusive worldwide licensing agreement for the technology that drives Root and Root’s programming interface through Harvard University’s Office of Technology Development.

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Sensible Object

Beasts of Balance Battles is the first expansion for the augmented reality stacking game Beasts of Balance. In Battles, two to three players each take on the role of a Divine Creator of a single region: land, sea, or sky. The goal is to fill your region with powerful beasts while stealing and destroying those of your opponents. The Battles expansion pack contains 16 augmented reality Battle cards, which contain the same NFC technology as the physical game pieces. Each player wields a hand of these cards, enabling him to invoke a host of effects on the digital realm. Some focus on attack, some aid in defense, and some manifest in more surprising ways. The Battles pack also contains a new Legendary Beast, Magmaaargh The Cantankerous, which introduces new action into the mix. It’s for ages 7 and up.

The company will also introduce Voice Originals, a new series of voice-augmented tabletop games. Set up the board, and fire up the associated Alexa Skill to play. Amazon Alexa teaches how to play, keeps score, and immerses you in the world of the game. The world of each Voice Original is brought to life through voice acting, music, and sound effects with Alexa serving as your guide. The first Voice Originals title is the travel trivia game When in Rome, in which the questions are asked by real people recorded in cities around the world. Prototyped during the Alexa Accelerator, Powered by Techstars, When in Rome will be available this summer. In the game, players choose a home city and then travel the world on Alexa Air. Players get to meet 20 real locals from cities around the world, from Mumbai to Chicago. They’ll pose questions about local customs, street food, and more. Answer correctly and nab elusive Souvenirs to earn Explorer Points.

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SmartZone

Heading into 2018, the ethnic doll brand Kenya’s new theme is Sparkle Pretty.

Each doll comes in a sparkly fashion with sparkly hair play. The Tiny Kenya (4.75-inches tall), My Little Kenya (10-inches tall), and Teen Kenya (10.75-inches tall) feature sparkly, colorful E-Z Weave Hair Extensions that girls can wear, too. The 13-inch doll features a full banded weave taking Kenya from shoulder-length hair to extra-long waist length hair. With the Beautiful Hair Growing Kenya, shorten her hair or make it long. This is the first ethnic doll to feature growing hair down to its toes. A simple twist of the knob winds it back up while simultaneously setting curls (patent pending).

SmartZone is also now home to the 35-year-old Mighty Wheels toy vehicle brand, which was acquired from Soma International.

Step2

Step2 features its first “energy burning” product line for children: Move-a-Mals. Four personified and emotive animal friends make up the collection. Each help develop specific sensory and gross motor skills.

The Move-a-Mals Bouncer is Step2’s twist on a toddler trampoline. Featuring a contoured platform with easy-grip handle bars, the Bouncer offers a way to bounce away excess energy and learn through play, says Step2.

Move-a-Mals Scoots is a toddler-powered foot-to-floor featuring four swivel casters that allow little ones to build balance.

Enhancing active climb and slide play, the Move-a-Mals Slidey is a mini-slide featuring a molded-in dinosaur fossil shape.

With a focus on enhancing core strength, balance and coordination, Move-a-Mals Rocky is Step2’s first 360-degree rocker. The sturdy design prevents tipping or over-rocking for a safe 360-degree ride.

Smart Toys and Games Squirrels Go Nuts is a sliding puzzle game with 60 challenges to test your skills. This 3-D game board, with squirrels, leaves, and acorns, includes a snap-on lid to easily store everything.

In Goldmine, place all three ladder puzzle pieces on the game board so the miner can go up and down and reach the treasure. This magnetic travel game has 48 challenges, from easy to expert, for ages 6 and up.

Play IQ Stars in three steps: choose a challenge and place the star puzzle pieces as shown on the grid. Fit all the remaining stars on the grid. And finally, there is only one solution. Solve the 120 challenges, from easy to expert.

Squishable

Squishable will release a limited-edition set of licensed Digimon characters this spring. Series one (pictured) will include Agumon, Tsunomon, Koromon, and Gabumon. The plush figures are about seven-inches tall and made of Squishable’s signature super-soft fur. Each limited-edition Digimon comes with a numbered hangtag and will be limited to 2,400 pieces per style. They are for ages 3 and up. Squishable will also introduce the new Squishable Storm Cloud and expand its Comfort Food line with Corn and the 15inch Vanilla Bean Cupcake. Both are for ages 3 and up.

SpiceBox Books

Two new STEM activity kits from Spicebox Books use augmented reality.

Professor Maxwell’s 4D Science kit includes a 30-page book with 10 experiments and a set of materials (hands-free AR goggles, test tubes, and more) to support them. Learn fundamental lessons such as chromatography, static electricity, stalactites cohesion, carbon dioxide (CO2) and more as Professor Maxwell comes to life through AR and walks you through each of the projects with step-by-step instructions in 4-D. Dive into chemistry with the Professor Maxwell’s 4D Chemistry kit. It includes a 30-page book with 10 chemistry projects, each with step-by-step instructions that come alive in AR. Hands-free AR goggles, test tubes, beakers and other essentials are also included. Learn fundamental lessons such as density, oxidation, pH levels, magnetic forces, surface tension, CO2, and more. It’s for ages 8 and up. Download the free app for each in the Apple App Store or through Google Play.

Steiff

Steiff’s Soft Cuddly Friends line adds Honey Teddy Bear, an 11-inch grey colored bear, and Hoppie Rabbit, an 11-inch light grey rabbit (pictured). The bean bags included in their seats, paws, and soles ensure support and are ideal for gripping and feeling. Honey and Hoppie also include a classic Button in Ear, a Steiff signature tag for historical recognition and value. Each is for ages 1 and up.

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Spin Master

Join Ryder on exciting new missions with PAW Patrol’s newest team vehicle: the Sub Patroller. Featuring flashing lights and sounds, use its launcher to shoot life rings and save baby animals. Open the Sub Patroller’s front cab and place Ryder in the driver’s seat. Turn him into a diver by opening the trap door, and plunging him straight under Adventure Bay. Or help Marshall save the day in Adventure Bay with the PAW Patrol Ultimate Rescue Fire Truck. Equipped with flashing lights and sounds, this rescue vehicle features an extendable ladder up to two feet. Use the launchers to help save the day. All six pups can be stored inside the Ultimate Rescue Fire Truck.

Zoomer Playful Pup walks, scampers, shakes, pounces, and plays just like a real puppy. It even stand on its hind legs. Voice recognition allows you to give your Zoomer Playful Pup his very own name and unlock more features to discover.

Boxer is a new AI toy that features a lively personality with dynamic moods that evolve over time. Use the included game cards, ball accessory, and IR remote control for play as well as interact through gesture, sound, and touch controls. The Boxer app will allow for extended play with additonal games that can be unlocked the more you play.

Hatchimals expands with new Colleggtibles characters and playsets for spring, including seasons three and four assortments. Also new for fall is Hatchimals Mystery. In previous hatch batches, kids could choose between Pengualas and Draggles to hatch and care for. Now, there are four new unique Hatchimals you could hatch out of one egg. Each character has new fur. Bring home your favorite Hatchimals Colleggtibles characters as new plush with the Hatchimals HatchiBuddies. Each stands six-inches tall and features large gliBer eyes and sparkle wings.

The Cool Maker line adds JoJo Siwa kits for 2018, including the JoJo Bow Maker. Create colorful double bows just like JoJo’s and mix and match six fabrics to accessorize your outfit. Reuse the bows and clasps to create new combinations.

In the Flush Force collectibles line, toxic sludge has mutated everything in the sewer, and all the things you’ve flushed are now coming back up the toilet to attack. For fall, the line adds The Potty Wagon, featuring free-wheel vehicle play, stackable porta-potties, and a plunger catapult. The Potty Wagon comes with two exclusive Flushies that are hidden in water.

Fugglers are a line of new “funny ugly monster” plush toys. Available this fall, the line includes eight-inch and 12-inch assortments. Fugglers feature unique toothy smiles, eyes, material patterns, and a signature button hole. Some large Fugglers also have claws. Rare chase characters will be denoted by a gold button hole on their back.

New games for fall include the adult party game, Dirty Dough, that lets you sculpt naughty, and some nice, objects and actions. There are five different ways to compete head-to-head. Killer Party is a series of disposable adult party games that breaks the ice as party goers unravel a series of murder-mysteries. The line will launch with three games: Bone Appetit (a celebrity chef murder mystery), Fangs for the Memories (a monster murder mystery), and Kiss of Death (a murder mystery about a reality dating game that goes wrong). 5-Minute Marvel is a fast-paced cooperative card game that let’s players choose from 10 different Marvel Avengers to battle past evil entities until they finally face major boss battles. Each major boss battle must be defeated under the five-minute timer cap. In the Dr. Pimple Popper Game, help pop Pimple Pete’s pimples without erupting his mega- zit. The last player left is the Pimple Pop Champion.

Twinkle Clay is the only clay that comes with a quick air-dry oven, making it dry three times faster. The compound is soft and sparkly, with easy to use tools. The line launches with the Twinkle Clay Tiny Tea Party Activity Kit and Twinkle Clay Princess Studio for fall.

Twisty Petz is a brand new, blinged out line of bedazzled collectible toys from Spin Master. The collectibles transform from animals into bracelets with a simple twist. They will be available as single- and three-packs for fall.

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Super Impulse

Super Impulse is growing its World’s Smallest collection to include more iconic retro brands in tiny working versions. New for 2018 are World’s Smallest Lite Brite, World’s Smallest Care Bears, World’s Smallest Fisher-Price Corn Popper, World’s Smallest Rock’ Em Sock’ Em Robots, World’s Smallest 1965 Astronaut Barbie, and more. The line is for ages 4 and up.

Super Impulse also introduces the World’s Smallest Tiny Arcades, iconic arcade video games in a size that fits in the palm of your hand. The screen size is less than 1.5 inches and the overall cabinet sizes are four-by-two-by-two inches. Each Tiny Arcade comes with the complete gameplay, full-color, hi-res screen, authentic game sounds, joystick, and two control buttons in a backlit arcade style cabinet.

No coins or small change is required.

It’s now available in Pac-Man, Ms. PacMan, Space Invaders, and Galaxian. Galaga, Frogger, and Dig Dug are coming soon. They are for ages 3 and up.

Tactic Games

Tactic Games will debut three new family games at Toy Fair 2018, including Ninja Rush, for ages 9 and up. Flip the Sensei cards and quickly choose another player to flip and to where. Remembering not to let the sand timer run out, you can win Ninja Stars for success. But look out for a quick change of direction cards that can come up at any time.

Tangle

With new colors for 2018, the Tangle NightBall Inflated Soccer Ball features a unique design that makes it easy to pass, volley, dribble, and score. It features LEDs that illuminate the ball from within. Play football in the dark with the Tangle NightBall Inflated Football. It features a unique Matrix design, is made of long-lasting durable material, and includes replaceable batteries. Or play baseball in the dark with the Tangle NightBat and ball. LEDs illuminate the sleeve with every swing and hit.

All three items launch for spring.

Thames & Kosmos Engineering Makerspace is a new line of engineering kits that teach STEM lessons. The line includes a range of kit sizes and price points, starting with smaller five-model kits, such as Off-Road Rovers and Alien Robots, up to a large, 22-model kit. The modular construction system is compatible with other Thames & Kosmos physics and engineering kits. The line is for ages 6 and up.

Thames & Kosmos introduces new EXIT: The Game titles Orient Express and Sunken Treasure. In Orient Express, much like the classic tale of murder, the culprit is still on board your train, and the clock is ticking until the train reaches the station. Solve the case so the perpetrator does not escape. In Sunken Treasure, you are searching for the treasure of Santa Maria and embark on a dangerous adventure. But, something goes wrong and you become trapped deep in the sea. Solve the riddles of the old wreck and recover the treasure to escape.

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TOMY

Help Thomas and his friends transport cargo throughout Sodor with the Thomas the Tank Big Loader playset. The Big Loader features multiple loading areas and a fully automated engine that transforms from Thomas to Percy and Terence, and back again. It features a mechanical vehicle chassis, three vehicle bodies, more than eight feet of track and destinations, and loads of cargo to haul around. It’s for ages 3 and up.

The Lamaze 4-in-1 Play Gym grows with baby from an infant gym to pretend play tent. Three detachable hanging toys and a large mirror engage infants as they lay on the mat. Remove the toys and attach them to hooks on the poles to encourage tummy time. A mesh side panel provides a clear view of baby.

As baby gets older, the colors and friendly faces encourage push and crawl play. It’s for ages birth and up.

The Lamaze Pierre’s Perfect Day (pictured) is a colorful storybook and 18-by-18-inch playmat in one. Bond with baby during storytime with its bright colors and hidden surprises. Baby can explore crinkle and chime sounds, textures, a squeaker, and multiple contrast patterns. Pierre features a folding design for play on the go. When unfolded, the soft play mat encourages baby to move forward, reach, push, and crawl. It’s for ages 6 months and up.

Designed for outdoor play, the John Deere 15-Inch Big Scoop Tractor with Loader features an easy-to-use front bucket with handle to scoop everything from rocks to sand. It’s for ages 18 months and up. Tackle any terrain with the John Deere Tough Treads Tractor. Push the button on the wheel to eject the tough spikes and conquer any obstacle in your way. It’s for ages 3 and up.

Recreate the antics of everyone’s favorite nature adventuring feline with the Nature Cat Feature Plush. Hear 13 Nature Cat phrases from the animated series when you press his belly. It’s for ages 3 and up. Nature Cat fans can also play inside the new Nature Cat Play Tent. The tent pops open, and into the right shape, with no poles or sticks required for assembly. The tent fits into a convenient carrying bag with straps. It fits two children and features Nature Cat character designs with star artwork. It’s for ages 3 and up.

Toysmith

Challenge friends to a nighttime game of Capture the Flag with a twist in NightZone Versus. This set features a dual color light-up system for team play on both the flags and bases. The textured flag handles are also made to easily grip and pass. The pressure-activated light modes indicate when a flag has been captured by either team, making it easy to track game progress. Each set includes a 12-inch flag in red and blue and two six-by-three-inch matching light-up bases. With NightZone Ignition, turn on the light-up rocket and base and launch the rocket with a stomp. The pump-action mechanism shoots the rocket up to 50 feet in the sky while the lights allow you to see it on its way up. The rocket lights turn off automatically 60 seconds after launch. Each set includes an eight-inch launch base and four 11-inch rockets. NightZone Flashback features a light-up ball that flashes with each bounce attached to a stretchy 50-inch cord. The NightZone Flashback comes in an assortment of colors. The NightZone line is for ages 6 and up.

The 4M Science Metal Detector is a three-inch mini metal detector ready to beep for all of the metallic discoveries to be found. It’s for ages 5 and up. 4M Science Fridge Robot is a moving fridge magnet. Kids can build their own robot with the assorted robot parts, magnets, and instructions. It’s for ages 8 and up.

4M Craft kits will feature a host of new options, including the 4M Craft Origami Flower Lights. Transform origami into decorative art by turning a string of 10 LED lights into folded floral paper art. It’s for ages 5 and up.

The Get Outside, GO! Boom Bash, for ages 4 and up, features two 11-inch paddles and one 4.25-inch Bash Birdie that “booms” with every hit.

The Spray n Play Palm Tree Sprinkler stands at nearly 4.5-feet tall. Fill up the palm tree with air and the base with water for a tropical tree sprinkler. It’s for ages 18 months and up.

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The Traveling Animals

The Traveling Animals Wildlife Board Game is a new wildlife conservation board game. Each player selects an animal guide token and an individual level of difficulty. Players then roll the die and travel the board’s global migration paths (based on actual migration paths) collecting animal and world cards by successfully answering the animal conservation questions on the back of each card. The first person to reach the Global Animal Congress with at least five cards wins the game. Players can use strategy by choosing different paths to take advantage of Bonus and Jump spaces while trying to avoid hazards.

The game also features original artwork.

Tucker Toys

Tucker Toys’ new E-Z Grip Flag Football set is not just a football, it’s the whole game. The set includes a full-sized E-Z Grip Football with a Velcro-attached flag that rips from the ball to end each down. The E-Z Grip surface of the football allows for spiral passes, kicks, and catches. The ball and flag are soft, durable, and waterproof for active play.

The E-Z Grip Cling-It! gives two players magnetic powers in the comfort grip paddle to attract a long-distance flying disc. The range of the flying disc is suited for both small yards and extra-large playing fields.

The E-Z Grip Flexi Disc is a durable, bendable throwing disc made with a rubberized pattern surrounding water-resistant nylon.

Fold it up. Stick it in your pocket. The E-Z Grip Flexi Disc’s lightweight, super grip pliability is made for indoor or outdoor play.

Viking Toys

Viking Toys’ Noah’s Ark comes complete with two figures and 12 animals.

It’s made of non-toxic, Phthalate-free, and food-grade material.

Made for ages 1 and up, it’s also dishwasher-safe.

The Pirate Ship features a classic Swedish design with a movable mast and main sail. Sized for small hands, it features rounded edges that are easy to grasp and move, and soft bottoms that won’t mark floors. The set is BPA-, PVC-, and Phthalate-free. It’s for ages 1 and up.

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WeCool

Compound Kings Fruity adds scents to WeCool’s products. Compound Kings Fruity smells like fruit punch, and features three pods of clear squishy-like slime product and fruit-shaped charms to mix into the compound. The collection includes fruit-shaped charms such as yellow bananas and red apples to mix and mash into the clear, squishy slime compound.

WeCool also debuts its Compound Kings Crunchy as a three-pack of crunchy compound. Featuring slime in three bright colors (purple, teal, and orange), Compound Kings Crunchy is infused with crunchy bits for a texturized feel that doubles as a modeling medium. The line is for ages 4 and up.

What Do You Meme?

The What Do You Meme? is an adult party game that puts your meme-making skills to the test. Compete to create the funniest meme by pairing Caption Cards with the Photo Card in play. A rotating judge picks the best combination each round. The game includes 255 Caption Cards and 45 Photo Cards. Expansions packs are also available.

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WeVeel

Pass The Gass is an action and social-sharing game featuring three scents and five sounds. Pass Gass the dog around until someone gets a whiff. Record your friend’s reaction and share it. It’s for ages 5 and up.

Scentos Collector Cards are scented sticker cards for collecting and gameplay. Season one features 32 characters, each with its own scent and personality. Cards are also stickers that include a scented collector stamp. It’s for ages 3 and up. Scentos Interchangeable Dough Tools combine scented dough, characters, and multifunction tools.

Featuring cutters, rollers, wheels, and stampers, each character tool has multiple uses. It’s for ages 3 and up.

Whiffer Sniffers

Whiffer Squishers is a new line of collectibles that mirror Whiffer Sniffers. They are slow-risers and puff up to a round and sweet-smelling pal available in six styles.

Five new characters join the Whiffer Sniffer family in part one of Series 6, due in stores this month, including Chill Bill, Danny Dipperelli, Waffle Aaron, and Mystery Packs Ima Bubblepopper and Cheri Bubblepopper. An Easter-themed character, Willy Hyde, will also be available as a limited-edition.

By early April, Whiffer Sniffer will roll out part two including Louis Lime, Apollo Freeze, Shirley Cone, and Mystery Pack Missy Muffintop, and Mystery Pack Gold Bag Ima Muffintop (pictured).

Sniffer Switch versions are hiding in plain sight for Louie Lime from bright blue eyes to brown. And look for a switch in Shirley Cone’s colored sprinkles.

Wicked Cool Toys

Wicked Cool Toys debuts its new Pokémon product line as master toy partner. The line features action figures, plush, roleplay items, and other toys based on the Pokémon animated series, expected to arrive at retail locations worldwide (excluding regions in Asia) in fall 2018. The line features a new interactive Power Action Pikachu Plush featuring sensor technology, a Pop Action Poké Ball that launches Pokémon plush up to 10 feet, a scaled figure line that offers an extensive range of Pokémon as well as a new packaging design.

Cabbage Patch Kids celebrates the brand’s 35th anniversary in 2018. A celebratory crop of new 35th Anniversary Cabbage Patch Kids feature the new Lot’s-of-Licks Adoptimals (the Kids’ furry best friends), new party-themed 14-inch Kids, Mealtime Magic Babies, The 35th Anniversary Edition Vintage Kids Collection, the collectible line of Little Sprouts, Cuties, and more.

Teddy Ruxpin made his comeback in 2017 and delivers 10 more stories for 2018. New this fall, the Lullaby Teddy Ruxpin Hug ‘N Sing Teddy Ruxpin and Grubby Collection features stuffed friends that each include song clips from Teddy Ruxpin stories. With each hug, they sing a song that can be played in three 30-second clips. The musical friends come in four collectible styles including Adventure Teddy Ruxpin, Friendship Teddy Ruxpin, Lullaby Teddy Ruxpin, or Teddy Ruxpin’s best friend, Grubby.

Wicked Cool Toys has teamed with CozyPhones, makers of the three-in-one headphones for children. The product, which can also be used as a sleep mask and headband, was named the No. 1 selling kids’ headphones on Amazon. The original styles include Fox, Frog, Panda, and Unicorn. Each CozyPhone has adjustable and removable ultra-thin 1/8-inch speakers nestled in a soft fleece headband for a secure and comfortable fit. A built-in volume control limits the volume to 90 dB. Also included is a durable 36-inch braided cable that won’t tangle or twist with a standard 3.5 mm stereo plug. For 2018, CozyPhones adds licenses including PAW Patrol (Chase, Marshall, and Skye), Teenage Mutant Ninja Turtles (Leonardo, Raphael, Donatello, and Michelangelo), JoJo Siwa, Shimmer & Shine, and more.

Wicked Cool Toys has also partnered with Nickelodeon to launch a new product line of collectible figures and plush toys based around The Loud House, one of the network’s highest ranked shows and the No. 1 most-watched franchise on Nick Digital.

Wild Republic

Wild Republic Huggers are eight-inch stuffed toys that hug you back. Triple-protected, specially-designed snap bands provide a safe and friendly grip. Bands are encased in plastic, vinyl, and plush. Spread their arms wide, give the chest a squeeze, and Huggers instantly wrap their arms around you. Put them on your wrist, backpack, stroller, bike, or wrap around a vase. They are available in multiple designs.

Expanding its Nature Tubes line comes 15 new playsets for beach or bathtime play as well as school projects. Choose from fairies, mermaids, wild west, pets, farm babies, whales and dolphins, ocean babies, and more. Each Nature Tube includes 12 pieces.

Wild Republic’s Playful Plush stuffed animal line features wild animals positioned in playful poses. Choose from classics such as black bear, wolf, tiger, snow leopard, cheetah, panda, red panda, and white tiger. The There are nine species available.

Wild Republic’s Polybag collections are now available in a new, mini size. Choose from 12 different styles, including butterflies, ocean animals, wild animals, farm animals, dinosaurs, and more. Average piece sizes range from 1.5- to three-inches in length. Take them on the go in an eco-friendly eight-by-three-inch snap-button closure reusable package. Each collection contains an average of 10-12 pieces.

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Winning Moves Games

Ice Pop Swap is a card swapping game for two to four players. Be the first player to collect four Ice Pop Sticks of one color to win. But be on the lookout for the Icky Sticks, which won’t count toward your winning collection. The game can be played in two modes: competitive or cooperative.

Monopoly The Card Game combines Monopoly with the gameplay of Rummy. Players draw and trade cards to try and build the most valuable hand of Monopoly cards first. Property cards, Token cards, House and Hotel cards, Free Parking, Go and Wild (Mr. Monopoly) cards add to your payoff.

First introduced in the 1970s, Pente is a contemporary strategy game based on several popular games in Asia for centuries—most notably, Go! The first player to place five stones in a row or to capture five pairs of opposing stones is the winner.

Classic Rummy Tiles features stadium-style racks that “step up” to give each player a good view of their personal set of tiles. The easy-to-read tiles feature large, bold-printed numbers in black, blue, green, and red. Make sets or runs with your tiles and go out first for the win.

WowWee

Wise Toys

Nickelodeon and Viacom Consumer Products and Wise Toys announced a new multi-property merchandise agreement for three of Saban Brands Israel-owned Wise Toys’ smart toy lines. This includes Wise Pet, an augmented reality coloring and activity book, as well as an AR Activity Box Set. The first products will hit shelves in Q1, in multiple markets worldwide (excluding U.S. territories).

The Wise Pet collection will include PAW Patrol, Shimmer & Shine, Teenage Mutant Ninja Turtles, and Blaze and the Monster Machines characters. Wise Pet is a soft toy that doubles as a smartphone and tablet protector. It “comes to life” with a free app, which will also feature Nickelodeon content and activities.

The Wise Toys AR coloring and activity books will include characters from Shimmer & Shine, SpongeBob SquarePants, Dora the Explorer, Dora and Friends, Teenage Mutant Ninja Turtles, Blaze and the Monster Machines, and Nella the Princess Knight.

The high-tech coloring books enable users to scan and interact with coloring book characters while using a unique mobile AR application. Wise Toys will also work to develop a unique AR Activity Box Set offering a variety of activities and interactive experiences with popular Nickelodeon characters.

What’s That Smell is a scratch-and-sniff game. Guess the scents correctly to outrank your family and friends or suffer the stinky consequences of the Whiff-of-Shame. Download the companion app and capture it all on your Cam Reekorder. The game includes 48 mystery smell cards, four stank cards, tokens, holders, and score pad.

Fingerlings HUGS feature long arms for big hugs. Swing them, pet them, and rock them to sleep. Give them a quick kiss or a long smooch, they’ll kiss you back the same way. Record what you say and watch them repeat it in funny ways.

Fingerlings Minis are the latest addition to the Fingerlings family and serve as pencil toppers. Each blind bag comes with a mystery mini Monkey, Unicorn or Sloth. They range from popular to rare, exotic, and ultra-rare. Each pack comes with a mix-and-match bracelet and tail charm. They are pictured here.

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Yulu

In Tic Tac Tongue, put on a chameleon mask and get ready for a game of skill and speed. One player flips over a number card. The other two players face off to knock down the correct insect card using their chameleon tongues. The chameleon that knocks down the most insects the fastest wins. For ages 4 and up, it launches this fall.

The football-shaped Helix Power Swing can launch more than 350 feet. Designed to help kids unleash their ultimate throwing power, it features a unique rollback plastic string that helps generate maximum velocity and enables the ball to be thrown even farther. Defy new challenges such as the Apollo Shot, Helix Ring Shot, Power Catch Challenge, and others. It’s available this spring for ages 6 and up.

The 2.5-inch diameter round Helix Hyperball travels more than 150 feet at high speeds. With a unique swing and fling play pattern, kids can swing the ball while holding the tab to gain momentum and then launch it into the air. Master trick shots such as Double Swing, Saturn Shot, Ninja Swing, and more. It’s for ages 4 and up.

Launching for fall, Bowling Head puts a twist on the classic game of bowling. Players, ages 6 and up, face off to see who can knock down their pins first, without using their hands. Each player wears a headband that includes a string with a ball attached to the end of it. To knock down the pins, players must move their heads back and forth, swinging the ball into the pins to knock all of them down.

In Fire Quest, overcome the five obstacles on the path and light up the temple to find the treasure. To play, players set up checkpoints and challenges around the room. Let the color of the light-up torch guide you through all of the challenges. Be careful, you cannot let the flame fall off the torch or you’ll have to start over.

Reach the final docking station and check the time on the torch. The player with the shortest time wins.

The Young Scientists Club

Celebrating The Magic School Bus: Rides Again, a Netflix original series, The Young Scientists Club (TYSC) updates its branded science kits to reflect Ms. Frizzle’s sister, Fiona Felicity Frizzle, taking over the wheel for field trips and fascinating facts. For 10-plus years, TYSC has developed science kits and games featuring The Magic School Bus, based on the bestselling book series.

The updated science kits feature Arnold, Ralphie, and the fifth grade class. Kits such as Attracted To Magnets, Growing Crazy Crystals, and Solar Energy To The Rescue! will introduce pint-size scientists as young as 5 to everyday STEM concepts. For example, with Growing Crazy Crystals, kids explore sugar and salt crystals, grow rock candy, make a crystal star, create crystal art, and more.

Yvolution

Yvolution refreshes its Y Fliker Air Series. The three-wheeled scooters will feature angled footplates designed to provide a better platform for a faster ride and quick response brakes for increased control.

The Y Fliker Air Series will also incorporate a new wheel design and will be available in vibrant colors. The Y Fliker A1 is for ages 3–8. The Y Fliker A3 is for ages 7 and up. Also receiving an update are the Y Velo and Y Velo Junior balance bikes, which help preschoolers learn how to steer and balance. Both will have new molded handlebars with ergonomic hand grips and an accessory slot. The Y Velo Junior’s “learn, grow, pro” balance modes include trike, trainer, and bike.

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toyfair 2018

ZAG

The ZAG HEROEZ Zak Storm: Super Pirate (targeting boys ages 6–11) is a 3-D, CGI action-adventure comedy that airs in the U.S. on Discovery Family and Sinclair Broadcast Group’s KidsClick TV, and on Netflix. ZAG and global master toy partner Bandai launched a digital trifecta for the brand in November 2017 that comprised the series debut on Netflix, the launch of a robust toy range, and a free-to-play mobile game that all work Zak Storm Chaos Deluxe Vehicle together in a connected play experience. All of Bandai’s Zak Storm: Super Pirate toys (figures, vehicles, roleplay, and playsets) include collectible treasure coins with unique codes that, when scanned into the Zak Storm Super Pirate app, unlock free rewards and power-ups. The current line continuing to roll out from fall 2017 includes Zak Storm Figures (Zak Storm, Crogar, Clovis, Caramba, Skullivar, Vapir Zak, Aeria Zak, and Golden Bones); The Chaos, a battle-ready vessel with adjustable wings, legs, and sails that transforms into four different travel modes; Zak’s Hover Vehicle; and blind-bag packs of Collectible Treasure that unlock digital rewards such as weapons, powers, health, and more. For fall, the lineup will include the Zak Storm Golden Bones Hydro Bike with water-battling play and an eject option for the rider; the Calabrass Hammer Sword for roleplay; the Zak Storm Blazz Playset with breakaway turret, rolling volcanic rock, and more; and the Talking Calabrass Sword with authentic sounds effects and phrases from the show.

Zing

Churn out bubbles with the wave of your hand with Glove-A-Bubbles from Zing. Simply remove the bubble pouch from the glove and pour one of the two bubble solutions into the pouch. Dip the glove into the bubble pouch. Wave your glove back and forth to produce bubbles instantly. Glove-A-Bubbles come with one glove and two packs of bubble solution. The pouch is also resealable and refillable.

Glove-A-Bubbles come in eight different animal-themed gloves: lion, alligator, hippopotamus, elephant, dinosaur, panda, bunny, and monkey. It’s for ages 3 and up.

Zing also introduces Metal Tek Ball and Metal Tek Footballs from ZingSportz.

Made with Metal Tek material, these balls look like metal but are actually soft playthings. Each Metal Tek Ball and Metal Tek Football is available in four colors.

ZipIt

Choose from pixel-themed and printed zipper patterned or metallic ZIPIT 3 Ring Pouches and pop one into any three-ring binder. Give the bendy zipper a tug to reveal a sturdy polyester compartment that holds up to 50 pencils and pens, school supplies, and a complete cosmetic kit. The extra-wide, diagonal opening makes it easy to see and access the contents of the pouch, while its special sewing technique conceals the zipper when the pouch is closed.

The ZIPIT Adventure Backpack and Lunch Bag Bundle features a durable, adjustable backpack with padded back and straps; one large interior compartment; one medium exterior zipper pocket; and two, smaller, elasticized pockets on either side. The coordinating lunch bags clip easily to the packs and feature a fully insulated inner compartment, inner mesh pocket, name tag label, and durable handle. Additional lunch bags, sold separately, include the ZIPIT Creature and Puffer Lunch Bags.

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Kids’ Entertainment Report ‘Screen Agnostic’ Viewing Habits Create New Opportunities for Toymakers, Content Creators

FEATURED CONTENT

I WANT IT KIDS’ ENTERTAINMENT TREND REPORT

WHEN I WANT IT

I

AND I WANT IT NOW by

Ashley Rogers

n today’s highly fragmented media market, the balance of power has shifted…to kids. Today’s kids have more control than ever over how, what, and when they consume entertainment. Driven by continual expansion and innovation in digital and entertainment delivery platforms and consumption devices, traditional strategies have been completely disrupted, posing new challenges for licensing, marketing and, of course, toys. The old paradigms, which were predicated on the predictable viewing patterns of large groups of kids with predictable viewing behavior among demographic groups no longer apply. In this, sometimes seemingly chaotic new world, reaching kids, driving preference for a property and ultimately sales of licensed goods becomes more complex.

The result has been a rise in smaller, more niche-targeted properties, new ways of attracting eyeballs, or trying to, and innovation in marketing.

Change, inevitable as it is, doesn’t always come easily, but success today requires that manufacturers and marketers exploit new and innovative ways to sell their products.

Traditional marketing and merchandising strategies alone no longer work. Companies must combine engaging, experiential content with broad-based, multi-platform distribution channels that are easily discoverable and speak to kids whenever and wherever they are.

While traditional TV (broadcast and cable) is still the primary distribution vehicle, children are increasingly spreading their attention across online video and gaming, social media, and mobile and tablet devices.

They do not distinguish between these platforms and when it comes to content are “screen agnostic,” meaning that they care more about what they’re watching than where they are watching. Parents prefer ad-free, ad-blocking environments, ad-skipping technologies, and ad-free subscription revenues, so reaching them with relevant marketing messages has also taken on new challenges. This is particularly true as more families become “cable cutters,” with a handful of subscriptions for Netflix, Hulu, and so forth, that save significant money over traditional cable bills while

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still giving kids the content they want.

Advertising is increasingly driven by the internet and powered by mobile advertising, according to data gleaned from the Global Entertainment and Media Outlook for 2017–2021. Mobile advertising grew by 54 percent in just the past year to $43.8 billion, and global spending on advertising is growing faster than consumer spending, the study says. This isn’t particularly surprising. Advertising is most effective when it reaches its target audiences.

ALL OR NOTHING According to Sesame Workshop’s Gabriela Arenas, vice-president, licensing, North America, “We are seeing a proliferation of content created by a plethora of platforms, studios, licensees, and even consumers. We’re now seeing toy companies becoming entertainment studios. Not only are they producing shows for broadcast, but they’re also launching new properties. Platforms such as Netflix, Apple, and Amazon actively invest tens of billions in new content development—annually. Gaming companies drive content storytelling. Brands create live interactive experiences. Content caters to multiple platforms, devices, and new consumer touch points, and we even have consumers becoming content creators with audiences in the millions and views in the billions with things like YouTube’s unboxing videos.”

Arenas adds that to have success in today’s market requires a combination of storytelling, immersive visuals, and engaging characters, and long-form linear content no longer cuts it. “Producers need to create relevant, interactive experiences across multiple platforms to drive a deeper experience,” she says. “‘Playable’ content is key, and characters must be translatable to a plethora of different experiences and play patterns.”

Jennifer Rogers Doyle, senior vice-president, Brand Development and Integrated Planning, Disney Channels Worldwide, agrees. “As viewing habits change, we make sure that we are right there, meeting our consumer’s needs including looking at new platforms and changing the type of

FEATURED CONTENT

content we produce,” Doyle says. “For example, we have a vibrant short and micro-content pipeline that appeals to kids’ appetites for bite-size content. These include everything from DIY featuring our talent, in-world stop motion stories, and our successful Disney Junior nursery rhymes series. Equally as important is ensuring that our content is strategically distributed in easy and accessible ways that deepen kids’ engagement in our characters and stories. The recent launch of DisneyNOW enables kids to get all of our great content from Disney Junior, Disney Channel and Disney XD all in one place which provides more opportunities for discovery and repeat viewing.”

Cartoon Network has taken a similiar approach, utilizing its non-traditional channels as a testing ground for new programming, such as Mighty Magiswords. “Knowing that our Cartoon Network app was a key platform for our fans, we launched using shorts first and then went to traditional linear episodes,” says Pete Yoder, vice-president of Cartoon Network. “It was successful in terms of having awareness around the brand pre-linear launch and has served as a strong case study on how we looked at future launches, including recent series OK K.O.! and Ben 10.”

Looking at the storyline of OK K.O! Let’s Be Heroes, which centers on a band of superheroes thwarting evil, “we knew that gaming would play a significant part in how fans interact with this franchise. Therefore, we used a mobile game OK K.O. Lakewood Plaza Turbo as a key way on how we introduce this brand to kids.”

CHANGING THE TOY GAME The landscape of kids’ viewing habits is shifting the way toy makers are creating toys

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and also changing the ways these toys are presented and promoted.

“We are in an interesting space right now, a bit of a tipping point in the balance of power,” says Brehan Maul, vice-president of global brand management and marketing for Alpha Group. “Toy and content companies such as Alpha have to consider a multi-platform approach in order to reach our target audience and every year we emphasize digital a little bit more. From a toy perspective, we are finally seeing our retail partners not only embrace digital tactics, but also prioritize them.” [To read more on Alpha’s plans for 2018, turn back to page 30.]

According to Laura Zebersky, chief commercial officer for Jazwares, “Kids seek content that will ‘wow’ their imaginations. For Jazwares, we see this in the connection between a physical toy with an app, game, movie, TV show, or other digital entertainment. This connection has to satisfy many standard play patterns and must be

a genuine reflection of the entertainment brand.

The recipient has to believe the toy is a real expression of the content.”

What this means for toymakers is that supplemental digital content, in one form or another, is no longer an option but a requirement. Funrise has been working directly with Google to develop its YouTube media strategy and ensure its commercial and entertainment content is delivered to the right audience in the most efficient and impactful way, says Randy Shoemaker, senior vice-president, Global Brand Marketing, Funrise. “This past fall we launched our Tonka YouTube channel with commercials promoting our Tonka Tinys line, which generated millions of views,” says Shoemaker. “Now, we are expanding with short form that will further engage kids in our brands.” In 2018, the company expects significant worldwide growth thanks to a number of digitally launched and/or backed properties including Sunny Bunnies, Herodrive, and Space Racers.

One of the most popular television shows for the preschool market is the CGI-animated series, PAW Patrol, produced by Spin Master Entertainment in association with TVOKids in Canada and Nickelodeon in the US. According to the Licensing Industry Merchandiser’s Association, the show is one of television’s top sellers in terms of branded merchandising.

The concept for PAW Patrol stemmed from a prototype for a transforming toy truck, a classic play pattern and source of “magic” for its core, intended audiences. One thing that hasn’t changed is that engagement with a show drives toy sales, says PAW Patrol’s Executive Producer and Story Editor Ursula Ziegler-Sullivan.

“When I first saw PAW Patrol, it was the most toyetic property I’d ever seen. It was super

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cute, play-friendly, and, translates so easily from story to toy,” she says.

“But, if you start with a toy, it winds up being a backward and inorganic way of storytelling, especially if the focus is just showing off the toy and its properties.

“What engages an audience is an entertaining premise and compelling characters—stories that interest kids,” she adds. “That’s why we always try to come up with good action and stories kids can relate to that have good comedic interest and a positive message. The theme for the show is simple: ‘Help others before you help yourself.’ It always comes down to that. That message is in the DNA of the show, and the toys evolve out of that.”

Passive watching, while still the bulk of consumption, has given way to more engaged participation for true fans. In today’s digital world, engagement is a key metric of success. As Stephen Davis, executive vice-president and chief content officer for Hasbro, says, “The days of offering consumers just a line of physical toys are long gone. Today’s consumers are looking to connect with brands throughout their day, which means expanding our reach to fans everywhere via fun, innovative products and entertainment content. We have rapidly built expansive, multiscreen, storytelling capabilities—globally reaching kids and families everywhere that they are consuming content across film, television, and new SVOD and AVOD platforms, including Netflix and YouTube.”

“With compelling content comes fun and exciting physical products,” Davis adds. “We try our best to maintain brand consistency across these touch points to make sure consumers are interacting with their favorite onscreen characters in real life.”

As it looks for new ways to do so, Hasbro is one of many toymakers now describing themselves as entertainment companies rather than simply toy manufacturers. Hasbro offers a variety of ways for audiences to experience its brands and thanks to the creation of Hasbro Studios, Allspark Pictures and Allspark Animation, the company now has even more impactful ways of accomplishing this task. Last fall, Hasbro released My Little Pony: The Movie, which is the first full-length animated feature film under the Allspark Pictures banner. And while the company saw roughly $50 million in sales at the box office, moreso the film helped to re-energize its core My Little Pony consumer and fan base, while inviting new fans into the brand. “our content-to-commerce model delivers multiple revenue streams, including entertainment and merchandise,” says Davis. “And we are well positioned in our investment.”

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DATA COLLECTION IS BIG BUSINESS The continuing sophistication and refinement of capturing data is allowing toy and children’s entertainment companies to better identify their core consumer base, hone in on the likes and dislikes of their most loyal customers, and gain a better understanding of what drives kids to come back to a program or to buy a toy. Data allows for personalization, customizations, segmentation, and greater ROI and brand equity for companies wishing to win in this highly competitive market. It also helps companies identify and attract new customers and advertisers. At the same time, companies have to be careful, as they are barred from collecting personally identifiable data about individual kids. Still, viewing habits, watch time, viewing of particular episodes and other metrics can be collected and are proving extremely valuable in shaping content and toy development.

Disney’s Doyle is a big believer in data collection. “Our analytics team looks at usage daily in order to inform us on how kids are discovering our content and to see what types of stories, lengths, and IP resonates with them. We test out a ton of new short form content on both YouTube and Disney Now. We know right away if the content rings true, and then we look at whether it has applications for other shows. We often premiere a series on Disney Now first and then remain open to the best way to support and nurture new content. Disney Now has given us a great platform for testing different engagement tactics such as live play.” (Live play uses Artificial Intelligence to deliver content in real time that matches users’ interests.)

YouTube Kids, the children’s entertainment app, took a cue from its parent company in using a sophisticated algorithm programs to help gauge kids preferences. Kids are actually selecting programming themselves, the network says, right down to the second they lose interest and choose to tap on something else.

Companies also rely on data-driven insights to help them understand where consumers are shopping, leveraging analytics to create a relevant experience for the consumer. They work with retailers to create experiential in-store events, as well as digital activations. And, they focus on social media programs to engage with fans where they spend time online.

YOUTUBE LEADS YouTube is one of the most popular and profitable entertainment channels in the world and kids’ videos are among the most watched content on the channel. One episode of the animated program Masha and the Bear

YouTube Kids

has been viewed more than 2.3 billion times, making it the sixth most watched video in the history of YouTube.

Toy reviews and unboxings are two of the biggest genres for YouTube, and its YouTube app, YouTube Kids. Ryan’s Toy Reviews, a YouTube unboxing channel has more than 2.5 million subscribers. But, the blurring of the lines between storytelling and advertising has some worried. For others, it’s the bottom line results that count.

Chris Down, Mattel’s senior vice-president and global brand general manager for Hot Wheels, is a huge YouTube fan. “Three years ago we kind of flipped the switch and started to invest in YouTube content,” he says.

“We now have an always-on approach where we’re publishing content almost daily and it’s content that has two very distinct characteristics. First, it all sits on the value foundation: experimentation, creativity and challenge. And then, secondly, it infuses our brand in a way that allows people to see aspirational ways to interact with it. It is the natural manifestation of exploiting or sharing challenge.”

Down adds that YouTube has become the single biggest driver of POS and sales have lifted for its entire media mix because of this factor.

“The value of YouTube is now challenging the value of conventional TV advertising,” he says. “It just shows you how important YouTube is, not just because of its entertainment value, but in actually driving kids to purchase product and play.”

YouTube, which launched its own streaming TV service, YouTubeTV last February, is also influencing toy companies, such as Funrise, which

launches its new Sunny Bunnies toy line this fall. “Sunny Bunnies caught our attention after its YouTube channel saw an unprecedented rise to more than 260 million views in less than 18 months,” says Shoemaker. “From a product perspective, Sunny Bunnies is incredibly toyetic which is why Funrise signed on to be its exclusive toy partner. The lovable, charismatic characters, comedic elements, and a wide range of themes make Sunny Bunnies a natural fit for toys. And with new episodes continually being launched on YouTube and the Disney Channel, there’s no limit to the potential for the Sunny Bunnies toys.”

For distributors, YouTube is also becoming a well for new content.

Nelvana, for example, is building on the success of the first three seasons of Bravest Warriors (Frederator Studios, part of WOW! Unlimited Media), which aired on YouTube, and is producing the next phase of the show slated to premier on Teleton in fall 2018. Nelvana is also launching a joint venture with Discovery, according to Athena Georgaklis, head of development for the company. “Quite simply we want to make great shows together,” she says. “We are very aligned on development; we’re aiming the joint venture at kids aged 4-8, as both partners have demonstrated expertise in this demo and Discovery has licensed Nelvana shows in the past.

We’ll finance together, produce in Canada, and share the success of our collaboration. “ And there’s one more advantage to YouTube: producers don’t have to go through the usual network approvals process, and the real estate for content is virtually unlimited. The downside, however, is that content producers have to invest more in driving viewership and standing out in a highly crowded market.

WHAT’S NEXT? The digital entertainment world is only going to get bigger and more competitive. There will inevitably be fallout as some programs succeed and others fail. That’s nothing new. Kids will continue to be content-loyal, rather than platform- or channel-loyal, though channels like Disney’s, Netflix and, of course, YouTube may be a first stop for kids looking for something new.

The power of kids to influence one another through sharing and engagement will continue to gain power, and that will have an ongoing impact on marketing strategies and tactics. While this may change, the challenge of attracting, engaging and maintaining kids’ attention remains unchanged. That part of the game is unlikely ever to change.

February 2018 tfe Licensing 119

COMPANY PROFILE

F

by Jennifer

Lynch

or nearly 30 years, Orb’s strategy has revolved around making products that helped kids build confidence through creation. Its first product was a hand-held Celestial Orb that kids could transform thanks to its wire composition. Now, nearly 30 years later, Orb is transforming its own business.

Over the course of its history, Orb’s experienced year-over-year incremental growth thanks to its established arts and crafts brands, such as Sticky Mosaics and PlushCrafts, as well as its STEAM products. But by 2016, growth was slow and Orb needed to shift gears.

“We started focusing on high velocity, TV-advertised trend items, and we moved quickly,” says Stephanie Carver, public relations manager. “It was clear that we were entering new markets. We were creating products that we’ve never created before. And it was time to drop the ‘Factory’ from our name and give Orb a fresh look to go along with all of this.”

The rebranding gave the company a fresh face, but it’s Orb’s innovation team and sourcing and logistics department that are the driving forces behind its recent growth.

Slow-rise toys continue to be one of today’s hottest trends, and Orb was first to market on it with its Soft’n Slo Squishies line in 2017.

Its team first spotted the trend on a trip to Japan a few years ago, but as a traditional arts and crafts toy company, Orb struggled at first with how best to translate it for the North American market.

“Our first instinct was to bring it back here and figure out what crafts can we make out of this?” says Carver.

But when YouTube and Instagram posts started to crop up from kids seeking slow-rise toys in the U.S. and ordering them from Asia, Orb took a leap. “The market was right, we had this product, and we realized we didn’t have to overthink it,” says Carver. “We didn’t have to do big crafts for kids with it. We could do something we hadn’t done before and use our designers to create versions that North American kids would love.”

Over the next few weeks, Orb’s team of designers went to work sketching, tooling, and shipping its first line of product. Soft’n Slo Squishies had a soft launch in July followed by a full rollout in Au-

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gust. As the first North American toymaker to market on the trend, Orb had secured placement in nearly all mass retailers and more than 80 percent of key mid-tier, department, and specialty stores on its rollout.

“That’s a really nice thing about the size of our company” says Carver. “We can have the mentality and the flexibility of a smaller company. We can move quickly. We can make decisions fast, yet we can also produce millions of units, which isn’t easy and has really factored into our success.”

Since its launch, Orb has continued to innovate the line. Its newest iterations of Soft’n Slo Squishies include its Series 5 Prank Pals (think: poop, brains, whoopee cushions) and D.I.Y. Squishies, which are blank Squishies that come with markers to customize them. As more toymakers jump on the slow-rise craze, Carver says its these kinds of innovations that help to differentiate Orb’s product at market.

“Squishies was a $100 million line for us in 2017,” says Carver. “It changed our company. We’ve grown 20 percent, staff wise. Our financial growth for 2017 saw a 200-percent increase, and year-over--year, we’re looking closer to about 400. We’ve exceeded our expectations, and Soft’n Slo Squishies is a huge part of that.”

With each step forward in its business though, maintaining its core customers has remained front-of-mind for the company. And doing so has led Orb to be even more engaged with its audience.

Every line or extension the company develops goes straight into the hands of its consumers.

The company unveiled the ORB High-Def Creation System (a Michaels-exclusive) last month, which took the company a step back toward its arts-and-crafts roots with added innovation. As kids color the templates, the lines fade to give the look of a professional painting.

In addition, last fall’s Play Fair served as a three-day focus group for the company, where Orb launched its newest product, ORBMolecules, a crunchy moldable creation compound made of thousands of pull-apart, atom-like pieces. “We’re getting a lot more face-toface time with customers and bloggers and influencers” says Carver.

“We’re constantly one step ahead, and that’s partially due to listening to what’s trending on YouTube and watching what these influencers are into. This is our audience. This is our focus group.”

Connections • Opportunities • Career Growth

Join Today! Visit us in Booth 5801 www.WomenInToys.com

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NELVANA

Company Strengthens Its Team with New Appointments, Promotions Corus Entertainment’s Nelvana announced management and structural changes to its core team, welcoming a new addition and promoting top talent to key positions under the leadership of Scott Dyer, president of Nelvana, and Pam Westman, head of Nelvana Enterprises.

Mellany Masterson rejoins Nelvana as vice-president of sales, Consumer Products and International, reporting to Westman. Masterson will manage Nelvana’s consumer products business globally as well as content sales outside the Americas and Europe. She will manage these two verticals to ensure coordinated brand support across all assets. With more than 13 years of experience, Masterson was most recently the director of business development for Imports Dragon. Prior to that, she was director of licensing for Broadband TV, having held that same role at Nelvana for five years prior.

Lily Yan becomes head of brands for Nelvana, also reporting to Westman. With almost two decades of experience working at Nelvana, Yan will manage brands on a global basis, including content and distribution strategy and marketing. Yan will also manage brand partnerships with licensors and rights holders.

Madeline Ferguson is promoted to senior international sales manager, reporting to Masterson. Ferguson will develop and execute strategies that will maximize content and consumer products sales in Asia, Australia, and the U.K. Combining Masterson’s and Ferguson’s experience in both licensing and distribution augments Nelvana’s presence in these important and emerging markets.

Jessica Brinder also steps up into the new role of senior content distribution manager, Domestic and Digital, managing sales of Nelvana’s content into the on-demand space (both AVOD and SVOD). Brinder’s strong relationships and knowledge of the market ensure best placement for Nelvana’s content in the global digital market. In this role, Brinder will report directly to Westman, supporting her with North American content sales and Westman’s management of the U.S. broadcast relationships.

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BASIC FUN!

Ashley Mady, Head, Brand Development

Basic Fun!, the toy company formed from the merger of The Bridge Direct and Tech 4 Kids, has named Ashley Mady as its head of brand development.

Mady currently serves as president of the global non-profit Women In Toys, Licensing & Entertainment (WIT), and previously founded and helmed the brand licensing and creative agency, Brandberry.

In the newly created role, Mady will lead the conceptualization of new sustainable brands for Basic Fun!’s portfolio, as well as oversee the company’s digital and social media presence. She will be responsible for tracking trends, spearheading inventor relations, and collaborating with the brand management team on growth plans that drive innovation for new and existing brands across the company’s product portfolio. Mady will also be charged with building Basic Fun!’s corporate brand and will act as a brand ambassador at consumer- and trade-facing events.

Two of the company’s new launches for spring 2018 are properties that Mady created at Brandberry and licensed to Basic Fun!: Cake Pop Cuties and Poopeez. Cake Pop Cuties are squishy foam collectibles packaged as cake pops, and Poopeez celebrates potty humor with themed mini figures in toilet-paper styled capsules.

Mady will continue to serve as WIT president.

FUNRISE

Jeff Brunell, Global Brand Manager

Jeff Brunell was named Global Brand Manager at Funrise Toys.

Brunell brings with him more than 10 years of global brand marketing experience. Prior to joining Funrise, he worked with Warner Bros., Disney Consumer Products, Unilever, and Virgin to develop award-winning consumer marketing and branded entertainment campaigns. His specialties include developing long-term cross-platform marketing plans, steering brand strategy and driving business goals through innovative marketing activations in the entertainment and consumer products categories.

CRITICAL INSIGHTS: • Industry growth drivers • Category and entertainment trends • Tech/integrated play • Global toy market reviews

KEYNOTES

#PlayForward

World-renowned Game Designer, Inventor of SuperBetter, Author of New York Times bestseller Reality Is Broken Jane McGonigal

Oscar®, Golden Globe®, and GRAMMY® Award-winning composer Michael Giacchino

CONFIRMED SPEAKERS INCLUDE Armida Ascano Trend Hunter

Ted Curtin ProdigyWorks

Dale Dougherty Maker Media

Matthew Hudak Euromonitor International

Tim Kilpin Activision/Blizzard

Courtney Scharf Trend Hunter

Frédérique Tutt The NPD Group

Denise Chapman Weston Playologist

And more to come!

REGISTRATION IS OPEN www.toyassociation.org/playcon

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DISNEY CHANNELS WORLDWIDE

Disney Promotes Jennifer Rogers Doyle

Jennifer Rogers Doyle was promoted to the newly created role of senior vice-president, Brand Development and Integrated Planning, Disney Channels Worldwide. Rogers Doyle will jointly report to Sean Cocchia, executive vice-president of Business Operations and General Manager, Disney Channels Worldwide and John Rood, senior vice-president of Marketing, Disney Channels Worldwide.

Rogers Doyle joined Disney Channels in 2004 and served as vice-president, Franchise Management since 2005. She set the course for a cohesive, structured approach to developing franchises and identifying compelling consumer product opportunities that enhance viewers’ connection with Disney Channels’ stories and characters. Her leadership and partnership with the other Disney divisions helped to generate billions of dollars in retail sales based on properties from Disney Channels Worldwide.

Her new role expands to Integrated Planning and the development of cross-department marketing strategies for Disney Junior, Disney Channel, and Disney XD series, movies, and programming events. She will continue to strengthen franchise opportunities for branded properties and partner with the creative teams on ancillary content such as the short-form animated series Descendants Wicked World, to sustain Disney Channels franchises and franchise business development.

VIMN

Mark Kingston, SVP, Nickelodeon/Viacom Consumer Products

Viacom International Media Networks (VIMN) has promoted Mark Kingston to senior vice-president of Nickelodeon and Viacom Consumer Products.

In his new role, Kingston will oversee all of Viacom’s consumer products ventures outside of the U.S. including retail, operations, licensing, promotions and marketing, focusing primarily on the EMEA region.

Kingston previously served as the company’s vice-president of European licensing, retail sales, and trade marketing. Before Viacom, he held various positions at The Walt Disney Company and BBC Worldwide.

Kingston started his career at Mars U.K.

124 tfe February 2018

CHIZCOMM

MacNeil Promoted, Chisholm Hired

ChizComm promoted Donna MacNeil to senior vice-president of marketing.

In her new role, MacNeil will oversee all marketing teams and projects, along with spearheading ChizComm business development alongside ChizComm president and CEO Harold Chizick. She previously served as vice-president and group publisher of KidScreen and senior director of communications & promotional marketing for Spin Master.

ChizComm also welcomes industry veteran, Ian Chisholm.

Chisholm brings a wealth of knowledge and experience from companies such as Spin Master and Interactive Toy Concepts.

ZING

Alex Tongue Named VP of Marketing

Alex Tongue was promoted from his role of marketing manager to Zing’s vice-president of marketing. In his new role, Tongue will oversee marketing strategies for wholesale, retail, and B2C. Working out of the U.S. office, he will continue to work closely with the U.S., Hong Kong, and international teams to integrate marketing strategies into the product development and sales process. He will also work with Fizz Buzz in the Philippines to manage web and app development.

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2018

CALENDAR OF EVENTS

/MARCH

4–7

Australian Toy, Hobby, & Licensing Fair

Melbourne • austoy.com.au

11–13

20–24

22–25

26–29

ToyFest West

4–5

5–8

9–12

10–12

26

27–30

Kazachok Licensing Forum

8–9

PlayCon

/APRIL

/MAY

Melbourne Convention Centre

South Point Hotel, Casino & Spa Las Vegas • toyfestwest.com

JPMA & DC Baby Shows

Walter E. Washington Convention Center Washington, DC • jpmababyshow.org

Halloween & Attractions Show America’s Center St. Louis • haashow.com

Bologna Children’s Book Fair

Bologna Fair Centre Bologna, Italy • bookfair.bolognafiere.it

Paris Event Center Paris • forumlicence.kazachok.com

PAX East

Boston Convention & Exhibition Center Boston • east.paxsite.com

MIPTV

Palais des Festivals Cannes • miptv.com

London Book Fair

Olympia London London • londonbookfair.co.uk

TTPM Spring Showcase

Metropolitan West New York City • anbmedia.com/showcases

Hong Kong Gifts & Premium Fair Hong Kong Convention Centre Hong Kong • hktdc.com

San Francisco Jazz

San Francisco • toyassociation.org

22–24

19–20

19–22

All Baby & Child Conference

Rosen Shingle Creek Resort Orlando • allbabyandchildsec.com

New York Baby Show

Pier 94 New York City • thebabyshowseries.com

National Stationery Show

Jacob Javits Center New York City • nationalstationeryshow.com

126 tfe February 2018

20–22 SURTEX

Jacob Javits Center

New York City • surtex.com

22–24 Licensing International Expo

Mandalay Bay Convention Center

Las Vegas • licensingexpo.com 30–6/1 BookExpo America

Jacob Javits Center

New York City • bookexpoamerica.com

/JUNE

2–3

10–13

12–14

13–15

/JULY

BookCon

Jacob Javits Center New York City • thebookcon.com

ASTRA Marketplace & Academy

Ernest N Morial Convention Center New Orleans • astramarketplace.com

e3 Expo

Los Angeles Convention Center Los Angeles • e3expo.com

CES Asia

Shanghai New International Exhibition Centre Shanghai • cesasia.cn

19–22 Comic-Con International

San Diego Convention Center

San Diego • comic-con.org

/AUGUST

12–15

25–26

New York NOW

Jacob Javits Center New York City • nynow.com

Chicago Baby Show

Navy Pier Chicago • thebabyshowseries.com

/SEPTEMBER

28

TTPM Holiday Showcase

/OCTOBER

2–4

Fall Toy Preview

4–7

9–11

Center 415 *new location* New York City • anbmedia.com/showcases

Dallas Market Center Dallas • toyassociation.org

New York Comic-Con

Jacob Javits Center New York City • nynow.com

ABC Kids Expo

Las Vegas Convention Center Las Vegas • theabcshow.com

©1996 Kazuki Takahashi ©2017 NAS • TV TOKYO

©1996 Kazuki Takahashi

OLD & NEW, COMING SOON!

Jennifer Coleman • jcoleman@4kmedia.com • +1.212.590.2120 yugioh.com

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TM

Inviting all kids to discover the joy of nurturing with the BABY ALIVE Brand. ®

Each doll sold separately. Product and colors may vary. © 2018 Hasbro. All Rights Reserved. TM & ® denote U.S. Trademarks.

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