TFE/TFE Licensing, February 2019

™

Lebanon Junction, KY Permit 499

PAID

Presorted Standard U.S. Postage © 2019. All rights reserved. BAKUGAN™ and SPIN MASTER Logo™ are trademarks of Spin Master Ltd. Used under license.

Untitled-1 1

TM & © 2019 Cartoon Network.

1/24/2019 12:14:08 PM

February 2019, Vol. 14, No. 1

contents | 02/19 Volume 14, No. 1

Features

Departments

16

6

Brand Profile: UGLYDOLLS

by Jennifer Lynch

30

Shop Talk: A Road Map to Amazon

8

Observations & Opinions

Trending

10

Industry News

Company Profile: YULU Toys

by Ashley Rogers

20

Industry Forum: The Toy Association

38

24

Industry Forum: ASTRA

26

Industry Forum: John Brady

by Jennifer Lynch

36

25 Years of KidStuff

compiled by Jennifer Lynch

40

eSports, Fortnite Usher in New Era of Gaming

by Sara Mosqueda

44

Brand Profile: Detective Pikachu

compiled by Jennifer Lynch

46

The Kidult Rising

28 Industry Forum: Design Edge 124 You’re Hired 128 Calendar of Events

by Jennifer Lynch

On this Page Barbie Proudly Pink Doll by Mattel; UglyDolls Feature Sounds Moxy Doll by Hasbro

page 120

120 The Forefront of Kids’ Entertainment

by Naz Amarchi-Cuevas, Women in Toys

124 As Kids’ Content Gets Shorter,

Strategy Gets More Complex

by Jennifer Lynch

On the Cover Cover Design by Design Edge

Untitled-1 1

1/24/2019 9:53:08 AM

TFE OBSERVATIONS & Opinions

A

ANBMEDIA.COM

Surviving, and Thriving? fter four consecutive years of growth in the toy industry, 2018 saw its first drop, with annual toy sales down two percent compared to 2017, according to The NPD Group. U.S. total toy sales for the year were at $21.6 billion. Not bad news when taking into account an entire chain devoted to selling only toys closed its doors.

What I do find disturbing about this news is that earlier in 2018 The NPD Group reported toy sales were up 7 percent. As of this writing I have not seen any reports detailing just 2018 fourth quarter toy sales. Talking to Bob Glaser, Publisher industry professionals, best-guess estimates have toy sales down approximately 7 percent in the all-important fourth quarter. Perhaps there is some truth to consumers taking advantage of the Toys “R” Us going-out-of-business sales and keeping those purchases as gifts for the holiday season. Whatever the numbers are, the toy industry as a whole survived and is primed for recovery in 2019.

There are approximately 30 theatrical films slated for release this year that have licensed tie-ins to toys. Not every film will be a success but there are certainly ample opportunities for the consumer to buy in. As the entertainment landscape continues to shift, we’re also seeing more opportunites for manufacturers and licensors beyond traditional entertainment (page 120). Last year, pocket.watch and Ryan ToysReview proved this with the launch of Ryan’s World, which expands to 40 licensees this year. The gaming sector is going to be another major space to watch in 2019, especially thanks to eSports, the continued success of Nintendo Switch, and Fortnite’s cult following (see page 40).

At retail, while the post-Toys “R” Us landscape seemed uncertain heading into holiday 2018, we predict 2019 will see a lot more opportunity as more retailers step into the toy selling world. For toy manufacturers, this means more potential outlets to place their wares. As of this writing, rumors were rampant as to the future of a new Toys “R” Us. Now, here we are once again gathering in New York for Toy Fair. Just like spring training in baseball, the upcoming year is full of promise and optimism. On paper all the ingredients are there for a successful year, including lots of great new innovative toys and line extensions for retailers to get excited about. The hard part is over, surviving. Time to move on and thrive.

Happy Toy Fair!

FEBRUARY 2019 • VOLUME 14, NO. 1 PUBLISHER BOB GLASER BOB@TTPM.COM VICE-PRESIDENT, ADVERTISING & SALES 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 NAZ AMARCHI-CUEVAS; JOHN BRADY; LAURIE CHARTORYNSKY; KIMBERLY MOSLEY; SARA MOSQUEDA; MATT NUCCIO; AND 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 2019 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.

8 tfe February 2019

Who said size matters?

Credit card sized with full arcade game play and sounds.

See All of the Irresistble World’s Smallest Line.

Booth #2035

www.superimpulse.com © Atari and the Atari logo are registered trademarks of Atari Interactive, Inc. ©Konami Digital Entertainment © TAITO CORP. 1978, 2017 TM & © 2018 Columbia Pictures Industries, Inc. All Rights Reserved. Tetris ® & © 1985~2019 Tetris Holding. PAC-MAN™& ©2019 BANDAI NAMCO Entertainment Inc. GALAXIAN™ & © BANDAI NAMCO Entertainment Inc. GALAGA™& ©1981 BANDAI NAMCO Entertainment Inc. POLE POSITION™ & ©2019 BANDAI NAMCO Entertainment Inc. Ms.PAC-MAN™& ©1982 BANDAI NAMCO Entertainment Inc. NEW RALLY-X™ & ©2019 BANDAI NAMCO Entertainment Inc. DIG DUG™& ©1982 BANDAI NAMCO Entertainment Inc.

Untitled-1 1

2/1/2019 3:12:16 PM

What’s Trending?

1

These trending lists are based aNb Media’s consumer website, TTPM.coM and related YouTube channels.

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 trending order, as of January 29.

TOP 10 Trending Toys The LEGO Movie 2 Movie Maker LEGO

Hatchimals CollEGGtibles Mermal Magic Packs Spin Master

Poopsie Cutie Tooties Surprise (1) MGA Entertainment

Lollipets Spin Master

Muppet Babies Kermit’s Pirate Tubtime Cruiser Just Play

Ryan’s World Giant Mystery Egg Series 2 Bonkers Toys

Monopoly Cash Grab

3

TOP 5 Baby Products Sleepea Baby Swaddle Happiest Baby

mamaRoo 4moms

Lara Ultra Compact Stroller (2) Maxi-Cosi

Diaper Mat Handbag Becko

Easy Baby Travelers Starter Set Easy Baby

Hasbro

10 tfe February 2019

Aspen Pet Orthopedic Foam Bed Petmate

Clever Dog Products

Petlinks Wild Thing Electronic Motion Ball

Brodie Bowl

Hasbro

Zoops

DoggieLawn

Worldwise

Nerf Rival Overwatch

Spin Master

Real Grass Dog Potty Pad

Pooch Selfie

Hasbro

How to Train Your Dragon The Hidden World Giant Fire-Breathing Toothless

TOP 5 Pet Products

Brodie Bowl

2

108058M_S02_PPS4_DOUGHMI_NYTF_Full_Pg_Ad_FA.pdf

1

1/23/19

10:37 AM

C

M

Y

CM

MY

CY

CMY

K

Untitled-1 1

1/24/2019 8:34:07 AM

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

Pikwik Names Playmates Toys Master Toy Partner

On the heels of its U.S. broadcast deal with Disney Junior and Hulu, Guru Studio has appointed Playmates Toys as its global master toy partner for its newest original preschool series Pikwik.

In collaboration with Guru, Playmates will bring to market a complete line of figures, playsets, vehicles, plush, and roleplay items inspired by the new series, which is set to air on Disney Junior U.S. and other territories in 2020. Playmates Toys has acquired worldwide toy rights, excluding China.

The series, which was acquired by Disney Junior U.S., Australia/New Zealand, Korea and India, follows team leader Suki the hedgehog, Trevor the racoon, Hazel the cat, and Tibor the hippo, as they work together to deliver surprise-filled parcels to the colorful residents of Pikwik. The 52 x 11 minute episodes are packed with big adventures, silly hijinks, and heartfelt charm while underscoring the social value of team work, responsibility, and critical thinking.

Pikwik was created by Guru Studio’s President and Executive Creative Director Frank Falcone and Development Executive Rachel Reade Marcus.

Simba Dickie Group Acquires Jada Toys

In an effort to expand further into the American market, Simba Dickie Group purchased Jada Toys.

The L.A.-based toy manufacturer, Jada Toys, is widely recognized as a leading manufacturer of authentically licensed and highly stylized diecast collectibles, R/C vehicles, and preschool toys. It’s worked with top pop culture-led and entertainment licenses, including Fast & Furious, Marvel, DC Comics, Disney, and Hello Kitty.

GameStop Halts Potential Sale

GameStop halted efforts aimed at a potential sale after failing to secure financing on “commercially acceptable” terms. The company had been conducting a strategic review since last June that potentially would lead to the sale of its businesses. It completed the $735 million sale of its Sprint Mobile business to Prime Communications, with part of the proceeds being “reinvested” in its collectibles business.

GameStop was under pressure from shareholder Tiger Fund Management for much of the past year to review its business with an eye toward a potential sale. Sycamore Partners was among those interested in buying GameStop. The company is now focused on hiring a new CEO, a post being filled by former CEO Daniel DeMatteo on an interim basis since Michael Mauler resigned in May.

Playmobil Appoints WildBrain to Manage YouTube Channels

Playmobil has tasked Wildbrain to exclusively manage its content on YouTube. Under the two-year agreement, WildBrain will manage an exclusive library of 15 short animated videos from the toy brand, featuring its Playmobil figures. The videos will stream on a range of Playmobil channels launched on the WildBrain network in multiple languages, including German, English, Spanish and Portuguese, with more planned.

WildBrain’s branded YouTube network is one of the largest of its kind, featuring more than 145,000 videos for more than 600 kids’ brands in up to 22 languages.

12 tfe February 2019

FAO Schwarz Plans First European Flagship Store

On the heels of FAO Schwarz’s successful return to retail in New York City in 2018, the brand announced the opening of its first-ever European flagship store located within Selfridges’ Oxford Street location in London. The FAO Schwarz store at Selfridges’ will occupy more than 20,000 square feet of space and feature the full FAO Schwarz collection of toys and experiences. The Selfridges location, set to open on November 1, 2019, will be inspired by the New York FAO Schwarz flagship at 30 Rockefeller Plaza with its unique brand of theater and experiential retail.

Signature toys and interactive experiences aim to further cement FAO Schwarz as a place of imagination and discovery while staying true to key elements of the brand, including the famous clock tower, dance-on grand piano, and FAO’s newest icon, the rocket ship. The new store at Selfridges will also feature similar experiences to the New York location with in-store demos.

One of the new experiences to look forward to, as first introduced at the New York FAO Schwarz flagship, will be the “FAO Raceway” where shoppers are invited to work alongside trained “mechanics” to build remote-control cars piece-by-piece with the option to customize their car’s body style, color, wheels, and designs.

ThreeSixty Group and Selfridges are jointly working with third-party brands to introduce even more experiences for customers, and will reveal additional details about the one-of-a-kind partnership in the coming months.

Viacom Buys Streaming Service Pluto TV in $340 Million Deal

Viacom entered into a definitive agreement to acquire Pluto TV, a leading free streaming television service in the U.S., for $340 million in cash.

Founded in 2013, Pluto TV streams more than 100 channels and thousands of hours of on-demand content spanning television and movies, sports, news, lifestyle, comedy, cartoons, gaming, and trending digital series. The ad-supported, internet-based TV service features programming sourced from more than 130 partnerships with media networks, major film and television studios, and a wide range of digital content producers.

Pluto TV has more than 12 million monthly active users, 7.5 million of which are on connected TVs. Its audience streams billions of minutes of content each month across devices such as Roku, Amazon Fire TV, Android TV, Apple TV, Chromecast, and Sony PlayStation consoles as well as builtin integrations on smart TVs from Samsung and Vizio, and mobile apps on Android and iOS. Pluto TV has also secured new distribution deals that will make the service available on tens of millions of additional devices in the coming months.

The acquisition advances Viacom’s key strategic priorities, including expanding its presence across next-generation distribution platforms and growing its advanced advertising business. For Viacom, the acquisition also serves as an important marketing engine to acquire and retain consumers for Viacom’s targeted subscription products, including Noggin and Comedy Central Now, while also providing a new distribution outlet for Viacom Digital Studios’ content (beyond the existing AwesomenessTV channel on Pluto TV) and promoting its brands and content that live on other platforms.

Disney Channel Announces its First-Ever IGTV Series

Beginning February 23, Ruby Rose Turner, star of Disney’s live-action comedy series Coop & Cami Ask the World (pictured), will be joined by her castmates and her real-life family on Instagram in Disney Channel’s first-ever IGTV series Ruby’s Gems. Designed for kids ages 13 and up, the series blends a vlog with a behindthe-scenes format. Airing every Saturday, it’s produced by Thumb Candy Media, the digital studio division of Industrial Media’s B-17 Entertainment.

14 tfe February 2019

DROP IN. DRIFT OUT.

BOOTH #2247 CONNECT WITH US @Jazwares #Jazwares

Fortnite.Jazwares.com Copyright © 2019 Jazwares, LLC. All rights reserved. © 2019 Epic Games, Inc. Fortnite and its logo are registered trademarks of Epic Games, Inc. in the USA (Reg. U.S. Pat. & Tm. Off.) and elsewhere. All rights reserved.

Untitled-1 1

1/18/2019 3:29:29 PM

BRAND PROFILE

The film will feature other well-known comedians and actors such as Wanda Sykes, Gabriel Iglesias, Emma Roberts, Jane Lynch, Rob Riggle, and Ice-T. The animated musical film, UglyDolls, will release in theaters on May 3, 2019.

The UglyDoll brand was awarded the Toy of the Year in 2006 by the Toy Association.

White Space Entertainment serves as the licensing agent for the brand.

16 tfe February 2019

he quirky plush toy line known as UglyDolls comes to life on screen this May in its first self-titled feature film.

Inspired by the plush toy line, created by David Horvath and SunMin Kim in 2001, the STXfilms’ movie centers on the character Moxy (voiced by Kelly Clarkson) who lives in Uglyville, a town where being weird and outside the norm is celebrated. While Moxy loves her life in Uglyville, she dreams of one day making it to “The Big World” where she’ll be loved by a real child.

With her motley crew of closest friends (Uglydog, Ox, Babo, Wage, Luckybat) in tow, Moxy sets out on a journey to fulfill her destiny that leads them to another world entirely: Perfection. Perfection is the place where conventional dolls are trained to follow protocols in order to graduate to The Big World. Here, suddenly everything that makes the UglyDolls unique is called into question, and they must learn to confront what it means to be different and embrace who they are.

The animated musical features a cast comprised of the world’s biggest global pop music stars, including Clarkson, Nick Jonas, Janelle Monáe, Blake Shelton, Pitbull, Chinese megastar Leehom Wang, as well as rising stars Bebe Rexha, Charli XCX, and Lizzo.

Earlier this year, STX Entertainment also announced a partnership with Alibaba Pictures in China to co-produce and co-finance additional content inspired by UglyDolls and further expand the franchise globally. This includes the animated feature film as well as an animated series in development with Hulu, digital and print publishing, mobile and educational games, soundtracks and music, and licensing programs.

Look at the Friends You Can Make at Wicked Cool Toys!

NYTF Booth #1835

©2019 Pokemon

Untitled-1 1

©2019 Original Appalachian Artworks, Inc.

©2019 Ninja Holdings, LLC.

™ & © 2019 WWE. All Rights Reserved.

™ & © 2019 WICKED COOL TOYS® LLC.

1/23/2019 4:41:19 PM

BRAND PROFILE

“From its inception 18 years ago, this brand has always been about self-expression, dynamic design, and all-ages appeal. These attributes are what makes UglyDolls translate so seamlessly into entertainment, as well as what makes it such a joy to work on as a merchandise program,” —Stephanie Sperber, president and founder, White Space Entertainment

Serving as master toy partner, Hasbro has created an all-encompassing toy line that includes everything from basic and interactive plush to dressable and collectible figures and the UglyVille playset.

Hybrid Apparel has created an adorably “ugly” line of tees that highlight the colorful and unique looks of each of the UglyDolls characters.

SG Footwear offers UglyDolls footwear for every season and occasion, from school to the beach or rainy days.

18 tfe February 2019

Gearing up for the back-to-school season, the UglyDolls backpack and lunchbox each feature fuzzy and flocked material inspired by UglyDolls’ cast of characters.

Jay Franco offers up an UglyDolls-inspired bed set that includes graphically designed sheets, duvet, and pillows.

INDUSTRY FORUM TOY ASSOCIATION

Celebrating & Nurturing the Inventor

Community

BY LAURIE CHARTORYNSKY, THE TOY ASSOCIATION

T

he toy industry would not be what it is today without the hard work and passion of the toy inventor and designer community who have dedicated their careers to creating innovative, safe, and engaging playthings for children everywhere. To support inventors and designers of all levels, this year organizers of Toy Fair New York have expanded and enhanced the Creative Factor programming – the educational sessions specifically designed to serve the creative community.

“The future of the toy industry depends on the ability of inventors and designers to be able to present their unique ideas and products as viable options to manufacturers and licensors,” said Marian Bossard, executive vice president of global market events at The Toy Association. “With the expansion of the Creative Factor brand, our goal is to provide them with the tools they need to succeed in a very competitive and fast-paced landscape.”

With the guidance of a new Creative Factor Advisory Board– comprised of veteran experts on entrepreneurism, design, and innovation—Toy Fair attendees will have access to a host of pitching sessions, experience-centered workshops, roundtables, and panel discussions throughout the four-day show. All Creative Factor programming and experiences are included with Toy Fair registration credentials.

Held in Hall 1D of the Javits Center, Creative Factor sessions will focus on issues, trends, and important topics for inventors, designers, and others in the creative community. The expanded line-up of content will be presented by experts across a wide range of disciplines on topics including: • How to build your brand’s narrative • Tips on out-of-the-box distribution • How inventors/designers can make the gig economy for toys work for them • 3D modeling for toy design • A play innovation panel • How the integration of AI, robotics, VR, and AR is driving innovation in the toy space, among many other sessions.

CF@TF Inventor Day As part of the new Creative Factor programming, Toy Fair hosted an

inaugural CF@TF Inventor Day on Friday, February 15. The day was an opportunity for select toy inventors and designers, who applied for the event this past fall, to pitch their ideas to prospective partners in manufacturing or licensing.

20 tfe February 2019

Untitled-1 1

1/24/2019 2:39:33 PM

INDUSTRY FORUM TOY ASSOCIATION

“By connecting individuals to influential manufacturers, licensors, and retailers, Toy Fair New York is the perfect platform to cultivate and support the next generation of toy design,” said Brett Klisch, Creative Factor co-founder and owner of Peru Meridian Studios (www. perumeridian.com). “The event is an excellent opportunity for companies – especially those with inventor relations departments – to view innovative products, designs, and prototypes; meet the designers; and hopefully move the conversation forward.”

Toy Fair’s Launch Pad – Showcasing Never-

-Before-Seen Inventors and Their Products CF@TF Inventor Day isn’t the only place where buyers can discover never-before-seen inventors, designers, and their products at the show. Toy Fair New York will once again dedicate an entire expanse of the show floor, dubbed the Launch Pad in Hall 1E, exclusively to new and up-and-coming companies that are exhibiting for the first time. More than 100 companies

22 tfe February 2019

from 17 countries will showcase their toys and games in the Launch Pad. “The products featured in this area are wonderful examples of the novel and exciting perspectives toy inventors and designers are taking on the future of play,” Bossard says. “Toy Fair has long been a hub of innovation and creativity and now we are able to offer companies multiple avenues to discover their next big seller.”

Nearly 30,000 toy and game professionals will descend upon the Jacob K. Javits Convention Center to view the newest and hottest toys, games, and youth entertainment products at Toy Fair New York. Visit ToyFairNY.com or download the free Toy Fair app to learn more about Creative Factor educational sessions, special events, and more.

Meet the Creative Factor Advisory Board Toy Fair’s Creative Factor programming has

a new advisory board made up of the following individuals: • Brett Klisch, co-founder of Creative Fac-

tor and creative director at Peru Meridian Studios, a design and manufacturing firm that works with independent designers and startups as well as some of the biggest companies in the toy industry.

• Robin Raskin, founder of Living in Digital Times, a team of technophiles who bring together top experts and the latest innovations to look at the intersection of lifestyle and technology at conferences and events.

• Warren Tuttle, president of the United Inventors Association Board of Directors, a national nonprofit organization dedicated to inventor education, marketplace access, and advocacy.

• Billy Langsworthy, co-founder of Mojo Nation in the UK, which supports and celebrates the work done by the toy inventor and designer community.

• Matt Nuccio, owner of Design Edge, a toy and game development, marketing, manufacturing, inventing, and consulting agency.

Turn to page 28 to read Nuccio’s column.

INDUSTRY FORUM ASTRA Know More, Stand Out More: Using ASTRA Academy Education to Differentiate Your Toy Business KIMBERLY MOSLEY, ASTRA PRESIDENT Stand Out From The Crowd Though Professional Education If you are in business, you are always looking for a way to stand out from the crowd. It’s not easy, especially when who’s in and who’s out of the crowd goes through an epic shift—as we experienced recently in the toy industry.

That said, what if getting noticed in a new crowd means doubling down on what you already know how to do and getting even better at it?

Many independent retailers who are members of the American Specialty Toy Retailing Association (ASTRA) are taking an educated bet on that strategy. It makes sense. Today’s consumer expectations play to the strengths that ASTRA stores have always brought to their communities: experience-driven purchases, socially responsible retailing, and a desire for shared culture. You don’t have to look far to see large chain competitors attempting to create the small-shop magic in their big box stores.

What ASTRA brings to this evolving landscape is the collective knowledge from the best in the independent toy business and a range of convenient ways for toy professionals to access it, with a quick click to ASTRA Academy (academy.astratoy.org).

What is ASTRA Academy?

Ahren Hoffman, CTRS, CPE, director of education and training at ASTRA, describes ASTRA Academy as the complete package of learning opportunities available for retailers, manufacturers, and sales representatives—all designed to improve member business performance and contribute to more viable independent toy businesses over time.

“Collectively, ASTRA members have hundreds of years of valuable toy business experience and a willingness to share,” says Hoffman.

“There is a lot of hard-earned knowledge out there that comes from navigating exhilarating successes, complicated challenges, and heartbreaking failures—sometimes all in the same quarter. ASTRA shapes it into formal education products and informal education experiences to strengthen the independent toy industry.”

Education to Fit Your Schedule and Style If you are looking for a boost for your toy business, consider these opportunities from ASTRA Academy: Certifications. The most in-depth and intensive of all ASTRA learning opportunities, certification programs build your business skills and

24 tfe February 2019

provide credentials that differentiate you from the competition. Each program addresses core topics, followed by a test to demonstrate mastery. For example, the Certified Master Retailer program includes tracks of content in business and finance, children and play, customer and vendor relations, merchandising, personnel management, technology, and more. ASTRA currently offers three credentials: • Certified Play Expert (CPE): the science and power behind play • Certified Master Retailer (CMR): business skills to manage a profitable toy store • Certified Master Sales Representative (CMSR): expertise to build your business and clientele as a sales representative Certificates. Need to brush up on specific topics? Take individual courses from the certification curriculum and earn a certificate for each completed segmente.

In-Person Education. Learning is combined with networking at Marketplace & Academy education sessions and at regional Meet, Visit, Play events. Session topics are chosen by a member committee.

Webinars. Year-round, webinars are a great format to reach ASTRA members both with tactics for the hot business issues of the moment and reliable information for longer-term business planning. Listen live and ask the experts your questions, or view recorded webinars later.

Videos, Podcasts, and Other Recordings. Looking for learning at your fingertips? ASTRA provides both original content, such asASTRA’s Marketplace & Academy 2018 keynoter Peter Sheahan’s monthly buildyour-business vignettes, and repurposed content from Marketplace & Academy and other sources and makes it available 24-7.

Publications and Other Resources. Also available 24-7, ASTRA offers publications including ASTRA’s Toy Times Magazine, articles, and the ASTRA blog for quick learning on everything from building a budget to the role of play in child development.

Ready, Set, Differentiate!

“With all the change swirling around us,” suggests Hoffman, “this is a great time to dig into a full-fledged certification program, attend Marketplace & Academy in Pittsburgh or listen to bite-size content on ASTRA Academy.” More knowledge means fresh ideas. It’s all part of standing out from the crowd.

INDUSTRY FORUM INVENIAM CAPITAL PARTNERS

Snatching Defeat out of the Jaws of Victory

L

JOHN W. BRADY

ooking back at my October 2017 column, I was armed with facts proclaiming that brick-and-mortar retail was rock solid, despite what we all saw in the news. Sixteen months later, following the 2018 Christmas season, I was curious: Had those predictions been accurate? Did brick-and-mortar actually weather the Amazon storm of the past two seasons?

The results are still coming in as this article goes to press, but there are already a lot of indicators. In 2017, retailers enjoyed a record increase of about 5.5 percent over 2016. In fact, according to the National Retail Federation (NRF), retail sales have enjoyed consistent increases month over month since November 2009. The closest estimates for 2018 are that we had another record year with upwards of 4.5 percent growth over 2017.

So, where’s the disconnect? How is it that so many retail chains face—or are sliding into—oblivion while Amazon has become the most valuable publicly-traded company in America?

The days of comparing brick-and-mortar businesses against online businesses are over. Traditional retailers have become online retailers and online retailers have begun opening stores. The differences are now almost indistinguishable. The NRF attributes it to three developments: • The Convergence of Channels—Retailers were caught flat-footed in the early goings when online retail was first embraced by Millennials, Gen Z and Gen Y, then Gen X and Boomers and finally by the Silent Generation. But they adapted quickly. They realized that in order to compete, they’d need a website, then an online store, then digital customer service, and finally a social media presence with campaigns on all platforms. Today there are few successful retailers that aren’t multi-channel suppliers.

• The Reimagining of the Store—Stores are more varied and diverse than ever before, supporting the local customer with specific and localized products, services and experiences.

• The New Retail Environment—It invites new players and business models that never could have existed before. Low barriers to entry allow experimentation and usher in a totally new definition of retail.

With the economy strong and consumer confidence at an all-time high, predictions for 2019 and 2020 retail are record-breakers. We should assume the touch-points between suppliers, retailers, and consumers will

26 tfe February 2019

continue to increase and those who provide products for public consumption will continue to expand and become multi-channel, even omni-channel, with no discernable barriers between online, direct-to-consumer, subscription, brick-and-mortar and sales channels we have yet to see.

Good news, right? Let’s look a little closer to home; specifically, the toy industry. How can we expect sales increases in 2019 and 2020 in the wake of the loss of our only category-exclusive, national retail chain? Can other retailers pick up the slack? Can Amazon and other online retailers reach the consumers who have depended on Toys “R” Us (TRU) for 40 years or more?

The answer to these questions is a resounding “no.” By the time you read this, NPD will have published the 2018 toy industry results. Will they mirror the rest of retail? The expansion of the toy departments at Walmart and Target and pop-ups from chains such as Party City may account for a sales lift, or not. The fact is, with the demise of TRU, we’ve lost more than 10 million square feet of toy display space. Most of mass retail’s planograms will begin looking interchangeable, allowing limited consumer selection.

Target and Walmart buyers will tell you that they don’t want to lead when it comes to supporting new toy products. They both want to be second in line behind the innovator. They only want to add sure-things within their product mix. They refuse to be the risk-taker. TRU was that risk-taker. It would showcase a company’s entire product line, including new and unproven companies. It would partner with companies to promote new products they believed in—sometimes to their detriment. Maybe we don’t have a TRU today because it did the unconventional and took risks.

Maybe the world outgrew a need for it. Maybe kids are outgrowing toys (doubtful).

Retail is setting records with every quarter. Retailers have embraced new technologies to get in front of the consumer, whether nationally, locally, hyper-locally, in-store, or on the street. The big question remains: will our industry be underserved in this brave new retail world?

John Brady is a business consultant with Inveniam Capital Partners, a block-chain based investment bank. He specializes in CPG business with an emphasis on the toy and juvenile products segment.

INDUSTRY FORUM DESIGN EDGE THE DESIGNER’S PERSPECTIVE

In The Face of Fad-Driven Product

A

BY

MATTHEW NUCCIO

few weeks back I was taking in my third cup of morning coffee while working on a few concept renderings when the phone rang. It was my first day back in the studio after a short whirlwind of business travel. I was in catch-up mode and completely focused on my tasks at hand when my assistant announced, “You have a buyer from Target on line one.”

When buyers call, I get excited. A great deal of Design Edge’s growth has come from buyers recommending our services to companies in need of better design and manufacturing.

Design Edge has acquired the reputation of being a “fix it crew.”

Sort of like the A-Team, but instead of blowing things up with Mr. T, I’m banging out product design and packaging alongside my awesome toy design crew. Over the years, Design Edge has worked directly with many retailers such as Walgreens, Barnes & Noble, Calendar Club, Toys “R” Us, and Walmart to name a few, but we had never worked with Target, at least not directly. Before I even said, “Hello,” I had a complete fantasy run through my head of producing millions of toys for Target.

But this was not to be. Upon answering the phone, I discovered it wasn’t a Target buyer but rather a former Target buyer turned sales rep tasked to fix a potential major problem for her client.

One of the rep’s accounts, unbeknownst to her, had sold in a line of product using smoke and mirrors. The buyer had almost bought in hook line and sinker but began to see the warning signs of possible undeliverables. The buyer liked the concept and still wanted it for her spring planogram, so she called on a friend, a former Toys “R” Us buyer, to ask for help. That buyer directed her to us.

The name of the game is margins. If a product can be designed, engineered, and produced in a way that allows everyone “to eat.” Then and only then will you have a successful item. The factory needs to make money; the company needs to make money; and the retailer needs to make money. If you squeeze the factory too hard, it will do one of two things, if not both: 1) Cost reduce the product to a quality far below the perceived value that the buyer was sold on and/or 2) Push back the production schedule in order to produce the products from other

28 tfe February 2019

customers that it is making full margin on, forcing you to ship late. If the company isn’t making full margin, it will lose all its profits to sales commissions, testing, freight, discounts, allowances, and markdowns.

If the retailer isn’t making money, it will either never place the order to begin with or sell it as a one-and-done program.

The smoke-and-mirrors approach to sales is not uncommon in the toy industry. In fact, it is probably the standard to many small- and mid-tier toy companies. Often times, samples are quickly mocked up and costs wishfully guesstimated to be as low as possible. It has always been among Design Edge’s tasks to reverse engineer concepts to a desired cost of goods in order to accomplish the margins required to ensure that a product has the best chance to survive in the retail landscape.

In the case of the potential Target order, the company who sold it in with smoke and mirrors was not very versed at the art of illusion. The quality sold to the buyer was at least double the cost. The company had no idea how the product would work. It assumed factories all over China had the mechanism required to make it work just laying around.

It didn’t take into account sizing the item to standard mechanisms, requiring parts to be tooled to a larger scale at a greatly increased cost.

It also didn’t consider production timelines. Yes, certain things can be expedited, but other things can’t. If you need to ship in April, you can’t place a production order in China mid-January. Tooling takes 40 days, and without a sample produced a minimum of two weeks is added in front of that. On top of this tight timeline, Chinese factories shutdown for weeks for Chinese New Year.

Sadly, I had to turn down the project. It was a project that almost everyone involved would have lost money on.

If the company had only done some preliminary costing to begin with or worked with an engineer who understood the type of product, it could have potentially come up with a more realistic guesstimate.

Instead, it created what it thought would be the best product at the best price. But it was a fantasy that if the buyer were any less astute would have destroyed people’s careers.

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 matt@designedge.net.

Untitled-1 1

1/23/2019 4:45:36 PM

SHOPTALK

A Roadmap to Amazon STO STOP

It’s no secret that Amazon offers a lot of opportunities to promote and sell your products in today’s marketplace.

But figuring out how exactly to navigate this landscape and all its features—and actually understand what works and what doesn’t is no easy feat. That’s why we enlisted two companies that have figured out the secret sauce to share their thoughts and offer some advice for driving traffic and sales.

DO NOT E ENTER

Franz Jordan is the CEO of Sellics,a leading all-in-one software tool designed to help brands succeed on Amazon. Sellics evolved from Franz’s first company Marketplace Analytics, a German data analytics company that was the first of its kind to focus on Amazon SEO back in 2014.

How do I get more customer traffic for my products on Amazon?

The key to generating more traffic for your product on Amazon is search visibility. Simply put, the more times your product is displayed in Amazon search results, the higher your sales possibilities.

Given that the majority of sales is made on pages 1–3 in Amazon search results, in order to maximize your product visibility, you must work to get your products displayed higher in Amazon search results.

Sales history is a critical factor scanned by Amazon’s algorithm when ranking products. The more frequently your product is sold, and the more likely other customers will purchase the same item, the more likely Amazon will push your product higher in search results.

To ensure a healthy sales history for your product, you should be running Amazon Pay-Per-Click (PPC) ads. Additional sales generated via your paid ads will help to boost your sales velocity, and in turn will have an ongoing positive effect on your visibility in Amazon search results.

What is Amazon SEO and why is it important for my sales?

Amazon SEO refers to Search Engine Optimization on Amazon.

Similar to Google, in order to have your product displayed to customers in search results, you must optimize your product listing for Amazon’s

30 tfe February 2019

search engine.

It’s important to understand that customers exhibit different shopping behaviors on Amazon compared to Google. On Amazon, a customer can only find your product if the customer’s search enquiry is matched to one of your product keywords.

This makes keywords one of the most important success factors on Amazon. If you forget to include a relevant keyword, you risk your product not showing up at all in Amazon’s search results for that customer search query. To maximize your visibility and sales potential, your goal is to research all relevant keywords that could match the search queries of a customer, and insert them in your Amazon product listing.

How exactly do Amazon Sponsored Products and Sponsored Brand ads work?

Amazon Sponsored Products and Sponsored Brands are the two main ad formats available on Amazon’s paid search marketing platform. They are both keyword-driven (PPC) ads that appear directly in the organic search results on Amazon—which is exactly what makes them so effective.

Sponsored ads get triggered when a customer’s search term matches one of the keywords bid on by you (the advertiser). This is very valuable, as it means customers that visit Amazon to buy something specific will

also see your highly relevant ad during their purchasing process.

Sponsored Products ads are displayed in search results with a ‘Sponsored’ label, and these ads can be found anywhere on the search results page, and on Amazon product detail pages. Sponsored Brands (previously known as Headline Search) ads are displayed directly below the Amazon search bar, which means they receive the top ad placement in search results.

Compared to ads via Google or Facebook, the intent to purchase is generally higher on Amazon. This makes Amazon Sponsored ads very effective for lower funnel sales conversion, where you know your customer is already at the point of purchase, i.e. browsing Amazon search results or on Amazon product detail pages.

What is the best way to deal with resellers selling my products on Amazon?

If your products are available on Amazon, chances are it’s not only being sold by you. Loss of control over prices and resellers on Amazon is a huge concern for many vendors. While you cannot get Amazon to stop the flow of unauthorized resellers on their platform, you can tackle what you can control, which is your own distribution.

You will need to have a tight control over your distribution channels, implement a distribution agreement with your distributors and retailers, and actively monitor all your channels. You must define the selling policies in your distribution agreement which have to be signed by your partners to get access to your brand. You can stipulate that only content and images provided by your brand can be used on Amazon, and that your MAP pricing must be adhered to.

Of course, identifying sellers that violate your distribution agreement is not always easy. This is particularly challenging on Amazon, where

new sellers crop up every day and contribute to the constant flux of price changes, as sellers compete with each other (and you) to win the Buy Box. It requires ongoing management and monitoring of your resellers on Amazon. To monitor the selling activity of your products on Amazon, you can use software tools like Sellics to track your resellers, see which products they are selling (and what price), and whether they are competing to win the Buy Box. These tools will help you to quickly identify unauthorised sellers and sellers breaking minimum advertised pricing (MAP).

How can I protect my brand’s reputation on Amazon?

Vendors must be proactive to manage how their brand is being represented on Amazon. On a day-to-day basis, vendors may find themselves dealing with unauthorized changes made to their product listing pages, whether initiated by Amazon or third-party sellers.

In order to monitor the quality and accuracy of your brand’s content on Amazon, you can use software like Sellics to track all changes made to your product listings, and revert any unauthorized changes that do not accurately represent your brand.

Managing your customer reviews and questions, and having a plan of action in place for responding to negative reviews, is also important for your brand’s success on Amazon. Negative reviews left unattended can be damaging for sales and your brand’s reputation if not handled correctly.

You can use Sellics to handle your customer reviews in bulk, and setup email alerts for new reviews. You can filter customer reviews by their star rating, and prioritize negative reviews with 1-3 star ratings, which will likely require your immediate attention.

By actively engaging with your customers on Amazon, it enables you to build positive sentiment for your brand, and ultimately enhance your customer trust and brand loyalty on Amazon.

MORE ON SELLICS: Sellics is an all-in-one software platform for sellers and vendors on Amazon. Its Vendor Edition software offers five features tailored for business needs on Amazon. Vendors can use Sellics to optimize their product visibility on Amazon, run profitable Sponsored ads, track sales performance, manage customer reviews, and monitor resellers and the Buy Box. For brands that do not have the time or resources to manage Amazon Sponsored ads in-house, the company also offers a Managed Services solution for businesses looking to scale their Amazon advertising performance.

Sellics is a part of Amazon’s Official Global Solution Provider Network.

February 2019 tfe 31

JudoLaunch founder Chris Rawlings spent years developing strategies for working with Amazon Marketplace while growing an online healthcare brand which went on to sell millions of dollars of product.

Based on that experience with Amazon and his demonstrated track-record developing online businesses, Rawlings combined software and services to automate his proven success formula at scale.

How big is the opportunity on Amazon this year?

In 2018, Amazon closed around $250 billion in marketplace revenue, just in the United States. That represents half of all e-commerce in the U.S., making it by far the biggest player.

It’s also where people go with their wallets in their hands. People go to Google to search for information; they go to Facebook to look at pictures of their friends; they go to Amazon to buy things. When it comes to product searches, Amazon leads the way with 46.7 percent market share compared with Google’s 36 percent share.

Digital retail is expected to be 15 percent of total retail sales in 2019, and that number is increasing yearly. Most experts think that digital retail sales will be the vast majority of retail sales within a decade. If you sell any kind of physical product, Amazon is the place to be.

How many Amazon sellers are there now, and how many will there be in a year?

There are 5 million total Amazon sellers globally, and that number is increasing by more than a million per year. As retailers such as Sears and others go by the wayside, more brands and retailers are realizing that they have to sell on Amazon if they are going to survive and thrive.

What are the differences and advantages of selling directly to Amazon versus their marketplace?

When you’re selling on Amazon, you have more control as a third-party merchant. If your relationship with Amazon is a vendor, they have control and you have very little ability to affect the sales of your goods.

If you want the ability to influence the amount of sales in the maximal way, selling direct from your own brand on Amazon as a third party mer-

32 tfe February 2019

chant is the best way to proceed. However, if you want to be hands off and have a more traditional wholesale approach, than selling as a vendor might be the better option for you.

STO STOP

Are sellers maximizing close to their potential on Amazon?

Absolutely not. I can tell you, just from scrolling through Amazon in any category, that an overwhelming majority of sellers are not maximizing their sales because they don’t understand the Amazon ecosystem. Understanding the ecosystem is both an art and a science.

There are two main factors. One is getting people to see your listing.

That’s what we call visibility. The second is getting people to take action once they’re on a listing. That’s what we call conversion.

Visibility comes down to ranking for keywords and maximizing your paid Amazon advertising. Conversion comes down to having a product listing that inspires people to take an action, which is either clicking Add to Cart or buying the product. Sellers must look at their product listing in its totality, which include keywords, photos, videos, title, bullet points, description, enhanced brand content, and backend keywords.

DO NOT E ENTER

What are some common mistakes made by sellers?

One of the biggest mistakes is writing a listing that speaks to either people or robots, not both.

For example, you may have seen a listing that looks like it’s stuffed with random words all over, and it doesn’t really make sense. The person who wrote that listing was trying to maximize its ability to be read, and picked up, by Amazon’s A9 algorithm. That is good in the short term, as it helps get more visibility for more keywords, however, the overall effect is negative because it turns off the reader. It doesn’t speak to the humans that are actually reading the listing.

The other big mistake is writing a listing that only speaks to humans.

If you’re listing has only product instructions and descriptions, and you’re not conscious of Amazon SEO and listing optimization best practices, then you’ll miss out. You’ll miss out on all the long-tail keywords that need to be put into the listing for it to show up in search. These are the more specific keywords that customers could be searching when they’re looking for exactly what you sell.

The art and the science of writing a listing comes down to having both —a listing that’s appropriate that gets picked up by the A9 algorithm; and a listing that gets read by people and converts into a real sale.

Many companies specialize in Amazon sales. Do most of them really help?

There are a number of companies that specialize in Amazon sales. It depends on what route you want to go.

For instance, there are companies that carry other people’s brands, create a distributorship deal with them to be their exclusive Amazon partner, and then sell the products for the company, similar to being an Amazon vendor.

Then there are companies that help you to optimize your own sales.

The problem here is that this is a young space that’s fast evolving, and many of those companies are similar to the kinds of sketchy players you might find in the affiliate world. There are a number of companies that will help you in the short term, but do so in a way that makes you susceptible to getting suspended or banned by Amazon by not fully knowing all of its rules and policies.

Amazon has very strict policies in its terms of service as far as what can go in a listing, and what you can do to promote a listing. I’ve seen countless sellers get banned, suspended, or get their listing suspended because they used some kind of service that wasn’t sensitive to Amazon’s terms of service.

How is Judolaunch different?

I founded JudoLaunch after creating my own spinal health brand that

was very successful on the Amazon channel, and then expanded to seven different Amazon markets around the world.

I injected my own expertise into JudoLaunch. Basically, I codified what I had learned about the art and the science of selling on Amazon into a tribe of fantastic individuals who share the passion for helping others to grow and succeed.

We understand Amazon on a deep level. We help sellers to expand their sales without violating any terms of service while maximizing all potential compliant strategies. We’ve helped hundreds of brands increase their Amazon revenue and launched more than 1,000 products to top positions in their category on Amazon. Our job is to lead the way in creating new strategies that work to help brands succeed on Amazon as the marketplace continues to grow and change at light speed. “ How effective is PPC on Amazon?

Not too many people know this, but last year, Amazon’s advertising division was its fastest growing division. The two major online advertising giants are Google and Facebook, and Amazon wants to be next.

The PPC platform on Amazon came out a few years ago and it’s still relatively young. The ability that you have to affect your campaigns through Amazon’s own platform is somewhat limited. In order to run campaigns, you need to download and analyze .csv files and Excel sheets. You also need to be a keyword expert in order to run a successful campaign.

PPC on Amazon can be extraordinarily effective if you have a good strategy and active management. The problem is, Amazon PPC management is a very rare skill. Not many people have someone on the team they can dedicate just to PPC. This is why we designed Judo’s PPC tool, which allows Amazon sellers to put their PPC on autopilot. As a seller, you can select a goal for your PPC, and use our software to automate your campaigns to achieve that goal.

That goal might be maximizing profit; or maximizing visibility at the expense of profit; or launching a new product using paid advertising; or even liquidating overstock inventory that’s costing you in warehousing fees. It’s extremely easy to use and has a beautiful interface How important are videos and photos and sales conversions?

Photos and videos are extremely important on Amazon. They are the equivalent to the packaging at brick and mortars.

On average—and we’ve seen this in Amazon’s own data—videos in

February 2019 tfe 33

the U.S. market increased conversions as much as 80 percent. They are particularly helpful to close the deal with consumers on Amazon.

Vendors often forget that these are product videos, not commercials or sizzlers and should be no longer than 30 seconds in length. You want your product video to speak to the consumer about how the product will look and feel when it arrives, and how it works. You also need to pay attention to reviews and questions and see if your video answers some of the most common concerns a consumer might have before purchasing your product.

As for photos, they are the tactile experience that a customer has with your product online. Unlike when you’re in a store where you can pick something up and spin it around, when you’re shopping online you can’t do any of that. Your only experience of the product is the photos.

Having extremely high quality photos with close-ups, flourish shots, shots that clearly display the benefits, shots that clearly display the features, shots that show the product in use are all extremely important. In a recent study, 63 percent of consumers found product photos to be just as important when making a purchase decision as descriptions, ratings, and reviews.

JudoLaunch has a whole ecosystem of services on Amazon.

What services do you offer and how do they positively affect sales?

JudoLaunch’s ethos is to help sellers succeed on Amazon. Everything that we do comes down to helping you to succeed.

We can help you optimize your listings, create effective videos and photos , and help you launch your products so that you can get good conversions for the products that you’ve worked so hard to develop on Amazon. We get visibility and organic ranking through a proper launch campaign, so that people see the listing, and then buy the listing. It really all comes down to this.

Beyond that, we have more in-depth services where we can manage Amazon channels. We provide you with strategic direction, and handle all of the day-to-day operations for your account.

We’re also coming out with a new software that automates Amazon PPC. This is driven by artificial intelligence, and allows sellers to put their campaigns on autopilot to achieve their advertising goals.

We’re also fiercely passionate about what we do. We’re a company with a very unique culture. Our dedicated team views ourselves as a tribe that is as concerned with your growth as we are with our own growth.

34 tfe February 2019

STO STOP

DO NOT E ENTER

MORE ON JUDOLAUNCH: JudoLaunch was born a tribe of passionate nomadic Amazon experts that provide software and services to enable Amazon sellers to hit their revenue goals.

To learn more about JudoLaunch and how it operates, contact the company at info@JudoLaunch.com or visit www.JudoLaunch.com.

LK-2019 TTPM ad.qxp_Layout 1 1/22/19 9:47 AM Page 1

Make Time to Play! ®

Come play with us at booth 2835 www.littlekidsinc.com

Untitled-1 1

www.wickedbigsports.com

1/23/2019 4:30:38 PM

COMPANY PROFILE

: Delivering Innovation in a Snap

A

BY

ASHLEY ROGERS

s some toy and game brands are starting to show their age, new toy manufacturers are challenging old formulas and better utilizing digital to reinterpret beloved products like fashion dolls in new ways.

Yulu, the international toy maker founded

by Dutch college friends Jochem van Rijn and Thijmen de Schipper, is already known for bringing innovation to the games aisle with its social share-worthy skill-and-action games such as Watermelon Smash, Spy Code, and Tic Tac Tongue. Now the toymaker hopes to apply the same innovative approach to dolls with its new line, #Snapstar. Launched in January exclusive to Walmart, the line will extend to Target and other retailers this fall. “#Snapstar is a completely new take on the fashion doll category,” says Yulu’s co-president van Rijn. “There are six gorgeous dolls/ influencers in the line—Dawn, Echo, Aspen, Lola, Yuki, and Izzy—each with her own personality, style, and aspirational career relevant to today’s tweens.”

Each doll features 15 points of articulation and includes one outfit, accessories, a cellphone, and interchangeable wigs. But the big features that differentiate the line in the doll aisle are the included green screen and green doll stand.

“The green screen and stand are what allow for literally countless shots to be photographed without seeing the stand, helping to bring the world of #Snapstar to life,” says van Rijn.

The #Snapstar Studio App lets tweens customize and design their dolls, change their hair and makeup, add accessories and backgrounds, and create their own photo shoot. They can also

36 tfe February 2019

save, share, and post on social media. This is key to Yulu’s marketing strategy, which will include a robust social media-, digital-, and YouTube-focused community engagement program, alongside traditional TV and PR. “Tweens now thrive in a world where their digital persona is as important as their real-world persona,” says van Rijn. “#Snapstar is the perfect combination of classic doll play patterns combined with how kids are using social media and their phones and tablets today.

“You could argue that over time physical dolls have lost some play relevance as tweens migrated to more digital forms of entertainment and communication. This line allows the physical doll to still carry and create imaginative story lines, but it also give kids the opportunity to bring their dolls into their own digital lives.

Tweens can even make their doll, and themselves, social media influencers.”

The influencer marketing industry has exploded thanks to Instagram and global ad spending on influencers is expected to reach $5–10 billion by 2020 according to Later, a top Instagram scheduler and social media platform.

Yulu is already capitalizing on this by creating Instagram accounts for each doll, updating followers on where the dolls have been and what their busy lives are all about. This thereby engages kids to not only become part of this lifestyle but also provides inspiration for tweens to use as they add to the story with their own dolls.

“We’ve developed these stories to get consumers involved with more than just purchasing the product; they are purchasing the whole story and lifestyle of the dolls,” says van Rijn. “We wanted to launch something that is completely

unique and on trend, so we decided to go after a market that has not seen growth or innovation in some time. We believe that with #Snapstar we are delivering an extremely fresh approach to the doll play pattern that in today’s tween world of YouTube and social engagement will connect with fans in a way they can relate. We truly believe this brand will help secure us a spot as a major player in the toy industry.”

In addition to the #Snapstar line, Yulu will continue to bolster its position in the games and outdoor toy spaces with new products, while also stepping into other new—and competitive—categories, such as collectibles. Here, Yulu will launch its new PopPop Pets and PopPop Snotz.

“Think blind bag collectible and slime wrapped up in the satisfaction of popping bubble wrap,” says van Rijn. “We’re super excited for what’s in store (literally) for 2019.”

[Editor’s Note: To learn more about Yulu’s upcoming product line for 2019, go to page 118.]

© Konami Digital Entertainment

© Konami Digital Entertainment

© Konami Digital Entertainment

GET READY TO PLAY!

Jennifer Coleman • jcoleman@4kmedia.com • +1.212.590.2120

Untitled-1 1

1/18/2019 3:16:47 PM

COMPANY PROFILE

25 Years of KidStuff

I

BY JENNIFER

LYNCH

f you’ve ever met Lisa Orman, president and founder of KidStuff PR, you couldn’t imagine her in any other role.

But Orman didn’t always love public relations. Having worked as a reporter for seven years prior, Orman—like many journalists—was “very snooty” about the idea of PR. But in the early ’90s, she found herself living in Chicago and looking for a lifestyle change.

Her friend pushed her to give the field a go and the timing couldn’t have been more right. Orman was pregnant with her first child and the leading specialty toy retailer at the time, Zany Brainy, was moving into the Chicago market. In 1994, KidStuff PR was established and became the agency of record for the toy retailer.

“I realized I enjoyed being a publicist who knew my clients’ businesses well, had become reliable and helpful for reporters, and it was gratifying to get my clients quality editorial coverage,” says Orman.

Today, KidStuff PR celebrates 25 years in business, continuing to offer new and expanded solutions for its clients, such as its tech-focused public relations arm, TechStuff PR. Through it all though, Orman remains a self-described kid at heart.

“It’s very gratifying to help newcomers to the market learn about brick-and-mortar stores, sales reps, trade shows, online selling options and their pros and cons, help them avoid mistakes, and develop a clear vision and strategy,” says Orman.

Beyond a good story, a product’s design, thoughtful functionality, educational and play value, and price are all key factors KidStuff PR looks for in its clients.

38 tfe February 2019

Thinking Through Retail

Inventor and KidStuff PR client, Adam Reed with his kids and award-winning holiday product: Reindeer in Here.

Creating Solutions

Since its start, KidStuff PR has specialized in reading the retail landscape and finding the best ways to service her clients.

In the early days of ecommerce, this meant overcoming the challenges of getting national coverage for clients who weren’t selling at big box stores or maybe even lacked an online presence altogether. Today’s challenges are focused on helping navigate the current “David and Goliath market.” It’s easy to look at how the Toys “R” Us bankruptcy impacted the retailers’ largest accounts, but smaller companies like KidStuff’s clients also felt the repercussions.

“Some shared a factory in China with a much larger manufacturer, who suffered a huge blow from it,” says Orman. “So even if the smaller company wasn’t selling to Toys “R” Us...Some factories shut down abruptly or changed their terms suddenly, impacting the smaller players.”

If Orman could offer any advice to newcomers getting into the toy industry, it’s thinking through whether to retail, or not to retail.

“Carefully research a strategy and understand everything that goes into it from trade shows with a snappy booth, to packaging that will help sell the product, to a wholesale price that lends itself to a reasonable retail price, to sales reps or other sales network to service retailers, and more,” she says. “We love to work with new people who seek our advice for things to do to encourage their success and things to avoid doing to mitigate disaster. It’s gratifying when they are open to advice and guidance, and we can help their business thrive.”

Such was the case with client Reindeer in Here, which came to fruition as a passion project for creator and owner, Adam Reed. Reindeer in Here launched for holiday with only a small quantity to test the idea for a new Christmas tradition. The company went on to sell out on Amazon in just two hours, sign 1,200 specialty store accounts in 2018, and turn down a Shark Tank offer to bring the product into big box stores.

“Adam has relied on our guidance and we introduced him to many influential people in our industry, some of whom became his biggest fans,” says Orman. “He’s super smart and savvy, but really didn’t know anything about manufacturing retail before this. He couldn’t be more gracious to work with, always expresses gratitude for our help. This is a typical start-up client for us, and the type of client we love to have. We can’t wait to see what 2019 brings.”

FEATURED CONTENT

eSports, Fortnite Usher In New Era of

Gaming BY

SARA MOSQUEDA

W

ith the video game industry becoming more mainstream, and the popularity of Fortnite and eSports growing, affiliated toy and product companies have monetized and adapted to a brave new world largely influenced by the fans.

According to the U.S. Department of Commerce, the national and global video game markets are rapidly growing, with the U.S. expected to make $19.6 billion in earnings by 2019, a 5.5 percent bump from three years prior, and global revenues surpassing $93 billion. “Video games have become a $100 billion industry that is constantly innovating and bringing new applications to market,” the agency predicted in a 2016 markets report.

Sparked by the breadth of streaming, gamers have energized the gaming industry by exploring and establishing new fandoms around games, characters, and players. “Streaming has definitely stuck an adrenaline needle in [gaming],” says Gerhard Runken, vice-president of marketing and brand strategy for Wicked Cool Toys, which serves as the master toy partner for The Pokémon Company as well as leading eSports influencer Ninja.

Streaming allows players to access multiple games on multiple devices, including smartphones and tablets, and encouraged social and casual interactions among users, as well as the growth of electronic sports, or eSports, and professional video gaming. Players also saw a greater variety of games and creators due to a rise in independent video game developers.

According to a 2016 report from the Entertainment Software Association, although Valve Corporation’s Steam has hosted an online distribution platform since 2003, analytics site Steam Spy reported in 2016 that 38 percent of Steam’s entire library was added to the game marketplace in 2016.

Streaming also allowed for the emergence of player personalities around games, including Fortnite, and allowed users to watch others play, for either entertainment purposes or as a learning experience.

In an October 2018 The World of Games—eSports: From Wild West to Mainstream report from Goldman Sachs, industry analysts noted that within just one year, the battle royale style game Fortnite, became massively popular due to streaming on Twitch, live-play allowing for social

40 tfe February 2019

engagement, an attractive in-game building feature, and the simple but unique offer to play for free. By eliminating the initial cost to access the game, Fortnite reached a larger audience, including younger users lacking disposable incomes, while still generating revenue through in-game purchases. It currently has more than 125 million users and, as of April 2018, has generated $296 million in revenue across platforms.

Beyond its own immediate popularity, analysts say Fortnite also elevated other video games and eSports. Tyler Blevins, also known as Ninja, has become the biggest name in Fortnite, attracting millions of viewers while he live-streams. As of this January, Ninja boasted more than 21 million subscribers on his YouTube channel, and broke the record for the most concurrent viewers ever on an individual’s Twitch channel, attracting 628,000 viewers—almost twice the average concurrent viewership of the NFL’s Thursday Night Football on Twitter and Amazon Prime, according to Goldman Sachs. CNBC reported Ninja earns more than $500,000 per month from streaming Fortnite.

“And because the distribution of eSports are nearly 100 percent digital, fans can stream eSports content for free anywhere in the world, unencumbered by traditional TV rights that for most Western-based pro sports leagues have been segmented by geography and are often lumped into an expensive cable subscription,” analysts say.

Wicked Cool’s Runken adds that, besides streaming, the industry also found new fans drawn in by watching top-tier gamers such as Ninja who interact with popular games and inject a memorable personality into the playing experience. These high-level players also live-stream while playing against other regular users, allowing fans to engage in a scenario likened to playing catch with a member of the 2018 Boston Red Sox or Los Angeles Dodgers, a chance to learn up-close from the best.

“As Fortnite brings more new gamers to the ecosystem, particularly those in younger demographics, we believe the eSports audience—and associated revenue streams will benefit over time,” Goldman Sachs says. Analysts estimated eSports will attract almost 300 million viewers by 2022.

According to the investment banking firm Clairfield International’s 2018 Gaming Industry and Marketing Report, eSports also attracted additional fans as video games continue shifting away from early nerdy perceptions, becoming more mainstream. As eSports’ popularity grew, European tele-

vision channels started broadcasting final rounds, while established teams recruited players. Other eSport leagues, including Overwatch, launched by Activision-Blizzard in January 2018, and Riot Games’ League of Legends leagues, created in 2017, helped establish what an eSports league could be by supporting leagues with an infrastructure. Nintendo has hosted Super Smash Bros. tournaments at conventions and in stores.

Tim Kilpin, president and CEO of Activision-Blizzard Consumer Products Group, says the Overwatch league was an organic outgrowth of the game, which attracted a broad range of ages and demographics.

“People were engaging in the characters, they were engaging with linear storytelling … in watching other people play,” he says. “We’ve created a whole new level of affinity with our fans that reaches beyond the current game platform, into support for teams … that are now part of the ecosystem for Overwatch.”

That very ecosystem allows league spectators, learning how to play by watching, to shift into Overwatch players. The league also provided the company with additional monetization opportunities, from jerseys and hats to collectibles and trading cards, all of which fans can purchase to support their preferred team, as well as corporate partnerships. eSports are “right in the sweet spot of where our audience lives, and that to me is one of the most exciting things because it just takes the franchises to another level entirely,” Kilpin says.

Kilpin adds that more fans have flocked to eSports and other facets of the industry due to the rising popularity of franchises. “These are no longer just Jazwares revealed its Fortnite games,” he says. “These are franchises toy line in late 2018. that have the same footprint or staying power as major franchises like Star Wars or Marvel.”

Fans’ affinity for a franchise’s universe allowed Activision-Blizzard and other companies the opportunity to

create new products that link to games’ characters and stories—a big difference from five or 10 years ago, says Kilpin.

This adoration for the stories and characters that create the universe, and sometimes multiverses, of video games also have companies exploring nostalgic franchises. With audiences and players engaging differently with a game’s universe compared to 25 years prior, toy and game companies see new revenue stream opportunities.

“The way people experienced these games 20 or 30 years ago was very much of a physical box, a play-it-and-be-done kind of experience that now can be this ongoing experience with the character, with the franchise, through multiple monetization models, and that’s all new,” Kilpin said.

Toy Makers are Doing—Not Your Uber Driver’s Side Hustle Wicked Cool found its chance to create for a franchise avenue with Pokémon, which has evolved its own social environment through Pokémon Go and will release Pokémon Detective Pikachu in May [Editor’s Note: See page 44 for more on this]. The Pokémon brand, now more than 20 years old, still finds ways to attract fans across multiple generations.

Jazwares, which has produced physical products for Mega Man, Sonic, Minecraft, and other lines, partnered with Fortnite creator Epic Games in 2018. Its Fortnite toy line, launched last fall, includes action figures, building sets, weaponry and tool replicas, and even No Drama Llama pinatas.

“We know that Fortnite players are consuming content constantly,” says Sam Ferguson, vice-president of global licensing for Jazwares. “It only makes sense that fans want Fortnite in all categories. The key is that all the manufactured product is extending the game fantasy and keeps the players in mind.”

Nintendo also tapped into the trends of multi-device viewing and gameplay when it launched Nintendo Switch in 2017. The console went on to become the fastest-selling gaming system of this hardware generation, according to the NPD Group. “It’s a new era in gaming that delivers entirely new ways to play wherever and whenever people want,” says Charlie Scibetta, senior director of corporate communications for Nintendo of America. “The portability of Nintendo Switch helps make that possible.”

Looking Ahead “We’re starting to see now this level of engagement that includes not only people getting excited about their favorite characters in a game, but getting excited about the professional play of the game,” Kilpin says.

Whether through physical learning models and equipment or by mining franchises of games and esports, game and toy companies have countless options for how to engage players. How players engage with games and other players today means a deeper experience producers can create and nurture for the future.

February 2019 tfe 41

FEATURED CONTENT

Gaming Last year, the U.S. video game industry hit a record $43.4 billion in revenue, up 18 percent from 2017, according to new data released by the Entertainment Software Association and The NPD Group. Both hardware and software (in games, subscriptions, and in-game purchases) contributed to the growth. Based on the characters and worlds created by these games, below offers a sampling of some of the latest gaming-inspired toys, as well as a few gaming products for systems.

1

3

2

4

(1) New for NINTENDO SWITCH comes FITNESS BOXING. The game offers personalized rhythmic workouts. Select fitness goals, choose a trainer, and make a personalized daily workout ranging from 10 to 30 to 45 minutes. It tracks progress with estimated BMI and calories-burned information. (2) Moose’s FORTNITE BATTLE ROYALE COLLECTION: SOLO PACK is a line of authentic Fortnite figures, vehicles, and playsets that contains a posable Fortnite mini figure and includes swappable weapons, accessories, and Back Bling. (3) Hasbro partners with Overwatch, from Blizzard Entertainment,

letting players recreate the action of the game with the NERF RIVAL OVERWATCH line. The line features blasters inspired by the game’s signature weapons and characters: D.Va, McCree, and Reaper. (4) Jazwares expands its Roblox line with new figures and playsets, including the ROBLOX JAILBREAK:

GREAT ESCAPE LARGE PLAYSET. Kids can recreate their favorite breakout scenes inspired by the Bloxy Award-winning game Jailbreak, created

by Badimo. Mix and match parts to build unique Roblox characters. Each set comes with a redeemable code to unlock an exclusive virtual item.

42 tfe February 2019

Toy makers are partnering up with leading eSports influencer Tyler “Ninja” Blevins. Wicked Cool Toys will offer a line of NINJA COLLECTIBLE FIGURES and emotes, vinyl figures, plush, mystery boxes, roleplay toys, games, and vinyl AR figures. Zuru’s X-Shot partners with Ninja for a X-SHOT NINJA BLASTER line, offering customized blasters and unique accessories.

In a collaboration between Blizzard Entertainment and The LEGO Group comes a collection of LEGO Overwatch building sets. In the LEGO OVERWATCH DORADO SHOWDOWN, fans can build a Dorado building and payload truck. It includes three minifigures: Soldier: 76, Reaper, and McCree. Other sets in the line include Tracer vs. Widowmaker, Hanzo vs. Genji, D.Va & Reinhardt, and Bastion.

Hasbro and Wizards of the Coast’s new eSports structure for Magic: The Gathering, MAGIC PRO LEAGUE (MPL), establishes a new level of professional play and features 32 of the top ranked Magic players. Players in the MPL are offered play and streaming contracts worth $75,000.

Weekly match-ups on Magic: The Gathering Arena will lead to newly introduced Mythic Championship events.

The ROCKET LEAGUE CUSTOM MEGA-PACK #1 from Jazwares is a deluxe box set that includes three 1:43 scale Battle-Cars—Octane, Aftershock, and Animus GP. With the Rocket League garage, customize the Battle-Car with six toppers, six antennas, and four sets of rims. Each pack also contains a redeemable code for downloadable content in the Rocket League video game.

February 2019 tfe 43

BRAND PROFILE

T

his May, Pokémon hits the big screen for the brand’s first live-action film. While past series and subsequent animated films have long focused on the journey of Pokémon trainor Ash Ketchum, the new film centers on Detective Pikachu, based on the spin-off adventure video game that tasked players to solve mysteries alongside Pikachu.

The upcoming Pokémon Detective Pikachu film from Warner Bros. Pictures, Legendary Entertainment, and The Pokémon Company hits theaters on May 10. Ryan Reynolds will voice Pikachu while Justice Smith and Kathryn Newton will take on the roles of the leading human characters Tim Goodman and Lucy Stevens, respectively. In the film, Goodman is a former Pokémon Trainer and the son of prominent detective Harry Goodman, who goes missing in a car crash. Goodman arrives in Ryme City to investigate, where he teams up with Harry’s former partner Detective Pikachu—whom only Goodman can understand beyond the typical “Pika Pika.” As the duo chases clues throughout Ryme City, they uncover a plot that could threaten all of the Pokémon universe.

The Pokémon Company International unveiled an extensive line of products inspired by the upcoming film last month—many of which will be on display at Toy Fair. All items in the line are inspired by the movie.

“The merchandise line we’ve developed for the Pokémon Trading Card Game, Pokémon Center, as well as the amazing selection of licensed toys and more celebrates this remarkable milestone for the brand and is sure to delight Pokémon fans of all ages,” said Colin Palmer, vice-president of marketing for The Pokémon Company International, in a press release.

44 tfe February 2019

Fast Facts The Pokémon TCG line and other select merchandise will be on display at The Pokémon Company International booth (No. 3049) at the 2019 American International Toy Fair.

The 2019 film, Pokémon Detective Pikachu, heads to theaters on May 10, 2019.

The Pokémon Company International has developed licensed apparel and home décor through partners that will be available at mass retailers closer to the movie’s release.

A robust publishing program for the film includes a premium “making of” coffee table-style book from The Pokémon Company International’s in-house imprint, Pikachu Press, offering a behind-the-scenes look at the film’s production.

As the master toy licensee, Wicked Cool Toys will offer a series of action figures, plush, and roleplay toys that will be available at mass retailers beginning in April. Highlights include the Pokémon Detective Pikachu Movie Feature Plush and the Pokémon Detective Pikachu Movie figure line.

The Pokémon Trading Card Game: The Pokémon TCG debuts new Pokémon Detective Pikachu booster packs for the launch of the film. These four-card boosters feature newly designed packaging based on the look and feel of Ryme City. Twenty-six new cards feature Pokémon such as Detective Pikachu and Charizard depicted in their CGI movie likenesses. The first wave of products will be available beginning April 5 in North America. This include the Pokémon TCG: Detective Pikachu Case File, which comes with one promo card featuring Detective Pikachu, one metallic coin inspired by Detective Pikachu, two Detective Pikachu booster packs, and one additional Pokémon TCG booster pack.

Fans can gear up with a wide selection of exclusive new apparel featuring iconography from the movie, as well as unique roleplay and lifestyle items, from Pokemon Center.com. Products launch on April 2, with a second wave of merchandise arriving in May: Detective Pikachu Deerstalker Hat featuring premium quality tweed with plush Pikachu ears; Hi-Hat Café apparel and accessories nodding to the iconic locations in Pokémon Detective Pikachu; Ryme City Police Department apparel and accessories; Ryme City 10-Year Anniversary Parade apparel; and more.

The Pokémon Mega Construx line will feature characters and settings seen in the upcoming movie. The first wave of Pokémon Mega Construx items inspired by the film will begin to hit retail shelves on March 25. Highlights include the Mega Construx Detective Pikachu and Mega Construx Detective Pikachu Mr. Mime buildable figure.

February 2019 tfe 45

FEATURED CONTENT

The Kidult Rising

E

BY JENNIFER

ach year, fans around the country descend on conventions from New York to San Diego to unite in their fandom. And each year, these conventions have steadily grown in size, diversity, and attendance.

San Diego remains the standard of comic book conventions—coming up on 50 years this year. But New York Comic Con, once housed solely in the Javits Convention Center, has seen equal, if not more, growth, expanding to six additional locations and drawing in nearly 250,000 fans (up 10 percent from 2017), more than 700 companies, and more than 11 billion media impressions in 2018 alone. Likewise last year, Gen Con, the longest-running games convention reached record attendance with 60 percent year-over-year growth.

If this proves anything it’s that geek culture has fully infiltrated the mainstream—and for brand owners this equals opportunity.

Last year the NPD Group reported that across the pond, British adults aren’t just buying toys for their kids, they’re buying for themselves. And of the 48 percent of millennial toy buyers, four in 10 (38 percent) aren’t even parents, but simply pop culture fans looking to express their fandom through product.

Understanding the Adult Pop Culture Fan Fandom is no longer a one-size fits all title. Like the conventions they attend, pop culture fans are more diverse than ever, especially when it comes to adult fans. Thus, it’s critical for today’s manufacturers to have a deep understanding of this consumer base.

“There’s a lot of people talking about pop culture but not everyone knows how to talk to this population and the fans living in this space,” says Anita Castellar, current founder of FanGirl Consulting. “So it’s important to bring in the right people who understand this audience. Fans can see right through a shallow offering. As long as the offering is sincere, dialogue with the fans is sincere, the product isn’t cheaply made, the fans will come.”

Castellar knows a thing or two about fandom. Her own career has been closely tied with the Star Wars franchise, from Disney to Hasbro to Lucasfilm Licensing and back to Disney.

One subset of pop fans that’s been getting increasingly more love at retail is the female fan. While men are still commonly thought to make

46 tfe February 2019

LYNCH

up the largest amount of spenders in this space, women have also proven their spending power.

Like many females, Castellar was raised on the idea that female action figures didn’t sell and that the population wasn’t ready for female super heroines to take on more dominant roles. And because she wasn’t into shows such as Care Bears or Rainbow Brite (opting instead for programs like He-Man) she was “forced to buy the boy stuff.”

Flash forward to today, and the marketplace (bolstered by films such as Wonder Woman, Black Panther, and Captain Marvel) has thankfully debunked these myths and is finally catering to female fans in ways that work for them, including female fan-focused shops (Her Universe) and events. “Female fans now have permission to express themselves,” says Castellar. “We clearly see that females aren’t taking away from the market to male fans. The entire pie is growing.”

Cartoon Network Enterprises is one example of a company that employs different approaches depending on the type of fan. Its Adult Swim programming continues to resonate with adult fans, with FUNKO serving as its master toy partner for Rick and Morty. “There are generally more casual fans than hardcore so it’s important to make sure that you’re creating product that speaks to each group,” says Pete Yoder, vice-president, Cartoon Network Enterprises, North America. “For the casual fan, we create product that focuses on the main characters and phrases that are synonymous with the show, and in categories that are at reasonable price points for the casual fan. For hardcore fans, we go to those characters and points of reference in the show that only a rabid fan would know, and create merchandise that is more limited edition or exclusive to make sure that the hardcore fan knows there is something specifically for them.”

No matter the fan type though, fans are savvy and want to get the most out of their purchases. This is where experiential marketing is showcasing other ways that invite fans in, while creating share-worthy moments. Drawing inspiration from the convention and festival scenes as well as the types of theme park moments that drive consumers to take home a piece of their experience, experiential events also tap into something that fans—regardless of age—have

historically gravitated toward: community.

Last year, Cartoon Network hosted its first Adult Swim Festival in Los Angeles. Hasbro hosted its inaugural HASCON in 2018 and revealed a sneak peek at its 2019 plans at the Power Rangers convention Power Morphicon. The Mickey: The True Original Exhibition, which recently closed in New York, celebrated Mickey’s 90th anniversary through the eyes of some of the most iconic artists of past and present.

Castellar also attributes the rising demand for these experiences in part to the post-Toys “R” Us landscape. “I don’t think anyone realized how important experience was to the equation until it was gone,” she says.

Support from the Top Another key to the growth in this market is that not only are fans loudly and monetarily supporting the culture, but those at the top of major companies are also putting money behind these things as well.

At retail, pop culture products once reserved for specialty stores (i.e comic book and collectibles stores) are now available through multiple avenues for fans to buy.

“Brands like Rick and Morty and Steven Universe are really resonating with a teen and adult audience and these fans are extremely passionate,” says Cartoon Network’s Yoder. “Because of that passion, retailers understand that our fans’ purchase power is extremely strong, and we work with our re-

tail partners to create a customized merchandise offering inclusive of exclusive merchandise and events to speak directly to their customer.”

Last October, Walmart rolled out a new dedicated collectibles section across 3,500 stores, featuring exclusive merchandise from leading pop culture brands including FUNKO, CultureFly, and McFarlane Toys. Walmart also serves as the exclusive brick-and-mortar destination for Loot Crate.

Target teamed up with Mego as the exclusive retailer for the return of its famed cross-merchandised action figures of the ’70s and ’80s as well as Netflix as an exclusive partner for its cult show Stranger Things.

Amazon and online specialty retailers, meanwhile, remain main channel for these fans to shop. Edge by Ascential, a leading provider of ecommerce data and insights, found that “toys for adults” were among the biggest contributors

to Amazon’s 30 percent year-over-year toy sales for Q3.

Mining the archives as well as the latest content around a property also continues to offer brand owners new ways to keep fans engaged.

“A great example of how we’ve driven diverse fan growth by activating across a brand’s blueprint is My Little Pony,” says Samantha Lomow, president of Hasbro Entertainment Brands. “We expanded the inclusive storytelling we pioneered with the incredibly popular My Little Pony: Friendship is Magic animated series with our debut animated feature film, My Little Pony: The Movie in 2017. We’ve also created even more ways for fans to consume My Little Pony content . . . We’ve also greatly expanded our reach to fans of all ages through consumer products including collaborations with high-end designers like Moschino, mass market retailers like H&M, and boutique cosmetic lines like GlamGlow. ” Looking Back Powers Fandom Forward Across the marketplace, nostalgia is something that continues to register with fans.

“Nostalgia remains an incredibly strong consumer connector, as adults have remained drawn to the pop culture brands of their youth, and millennial parents look to enjoy the brands they grew up with alongside their own children,” says Lomow of Hasbro, which now uses its crowdsourcing platform HasLab to bring to life fan’s dream products, such as with Star Wars. LEGO, similarly, does so with its Ideas line as well.

As kidults pass down their geekdom to their own kids, manufacturers and retailers can look forward to future generations of adults who will, hopefully, keep products and events growing.

February 2019 tfe 47

FEATURED CONTENT

Pop Culture Toys Kidult Consumer Growth Helps Drive Sales

THINKGEEK

Proving chivalry isn’t dead, ThinkGeek launches an exclusive collection of STAR WARS PLUSH BOUQUETS. Pictured here is the Star Wars Plush Bouquet—Endor set featuring nine key players from the Battle of Endor.

STAR WARS

New VINTAGE STAR WARS ACTION FIGURES from Hasbro stand at 3.75 inches tall and feature classic characters and classic Kenner-style packaging, including the old-fashioned Kenner logo. Each comes individually packaged with accessories such as blasters, lightsabers, and removable helmets. Figures now available for 2019 include Saelt Marae, Scarif Stormtroopers, Scarif Stormtrooper Squad Leader, Princess Leia, Princess Leia Organa in Boushh Disguise, Klaatu, and Yak Face (and the Sail Barge).

February 2019 tfe 48

FUNKO

FUNKO continues to expand on its lines of pop culture collectibles. Among the latest Funko Pop! figures coming out are the FUNKO POP! ICONS KFC COLONEL SANDERS, new Pop! WWE figures such as the Amazon-exclusive POP! WWE JOHN CENA YOU CAN’T SEE ME figure, and the GameStop-exclusive POP! GAMER MICKEY AND MINNIE MOUSE figures.

Masters of the Universe

Based on the classic Filmation cartoon character designs and Mattel’s original action figures, Super7 unveils this MASTERS OF THE UNIVERSE VINTAGE HE-MAN 5 1/2-INCH ACTION FIGURE, available in May. The figures come in retro packaging and include one accessory. Each figure has a spring-loaded punch mechanism, plus a custom character history card.

Barbie

In celebration of Barbie’s 60th anniversary comes an array of dolls, including the BARBIE PROUDLY PINK doll which celebrates the timeless elegance of classic couture from the past and adds a contemporary twist. Her head-to-toe pink ensemble features a hot pink faille top, logo print skirt, and pale pink logo print purse with a silvery chain. Her hair is bubblegum pink and styled in a chic up-do.

GAME OF THRONES

In MONOPOLY GAME OF THRONES from Hasbro, players aren’t just racing to win, they’re racing to take the throne. The gameboard, packaging, tokens, money, Chance cards, and game pieces are all inspired by the popular TV series from HBO.

Ben Cooper

Rubie’s has seen an increased interest in BEN COOPER AND COLLEGEVILLE ITEMS from the 1960s and 1970s, which Rubie’s now owns. Rubie’s started to reintroduce these items in 2017. “We brought back the following characters in the original nostalgic look: Captain America, Thor, Iron Man, Hulk, Stormtrooper, Rebel, Darth Vader,” says Howard Beige, executive vice-president, Rubie’s Costume Co. “They are packaged in the nostalgic chip board box with a cellophane window and marketed under the original Ben Cooper brand.

They are typically sold to the avid Halloween fan by specialty and online retailers.”

February 2019 tfe 49

Compiled by Jennifer Lynch

This year, toy manufacturers, buyers, members of the media, and more will gather at the 116th annual North American International Toy Fair. This year’s show is expected to bring in more than 1,000 exhibitors showcasing more than 150,000 products along with 10,000 buyers from 100 countries and 1,000 members of the global press. The following represents just a sampling of some of the companies and products that will be on display. To stay up to date on the latest announcements throughout the show, visit anbmedia.com, follow us on Twitter and LinkedIn, and subscribe to our e-newsletter.

A

Alex Brands

For 2019, Alex Brands introduces a line of fresh product. Satisfy a sweet tooth with the Scientific Explorer Confectionery Science kit.

Make and decorate a sugar skull, learn about sugar density and make lots of candy. It’s for ages 8 and up, available this spring.

New to the ALEX Spa line comes the Hair Color Gel. Choose from two shades of hair gel that add bright colors while shaping hairdos. Wash out with water for hair do-overs.

For ages 8 and up, it’s available this spring.

ALEX D.I.Y. continues to build out its Do Dats collectibles line with series two and three for 2019. New characters include Marina the mermaid, Melonie the watermelon cat, and others. Display them or wear them as bag charms.

They feature a patented no-knot system. Do Dats are for ages 6 and up.

52 tfe February 2019

Alpha Group

Unleash the inner Grrrumball with this R/C character that growls and grumbles all over. The Grrrumball features two attack modes that are activated with the touch of a button: Spin Attack and Arm Smash Attack. Grrrumball features include light-up eyes and multiple sound effects that come straight from the controller, which are unique to Grrrumball movements. The Grrrumball launches this fall at mass and specialty retailers.

The WWE Airnormous line expands with new WWE Big Bash Props, Belt Banners, and additional deluxe items. Step into the ring with a huge microphone or bring down the massive hammer. The Deluxe Championship Title Belt features LED flashing lights and real-life sound effects. WWE Airnormous inflatables are for indoor and outdoor use. Items launch this fall at mass and specialty.

AVENGERS HERO INVENTOR KIT

Kids learn how to code while becoming their own Super Hero through hands-on play!

Unlock a world of content with JAM by littleBits Courses to invent anything at home!

1-888-440-3906

TFE_53.indd 1

INFO@LITTLEBITS.COM

WWW.LIT TLEBITS.COM

© 2019 MARVEL

1/28/2019 9:15:56 AM

American Plastic Toys

American Plastic Toys introduces My Very Own Market Cart, featuring a colorful awning positioned over display shelving for the fruits and vegetables as well as storage bins. Use the pretend cash register to complete the sales. Additional features to this 21-piece cart include a push handle, rugged wheels, credit card, and coins. It’s for ages 2 and up.

The Gigantic Pick Up is the newest addition to American Plastic Toys’ fleet of two-foot vehicles for kids. The rugged two-seater features a full-size flatbed with a removable cover for hauling around any load.

All American Plastic Toys products are made of Polypropylene and Polyethylene safety-tested to meet or exceed all ASTM safety standards as required by the CPSC and CPSIA. All toys are made in America (Michigan and Mississippi).

Animoodles

Animoodles expands for 2019 with the introduction of the Animoodles Storytale Forest characters, including Odin Dragon, the story director and protector of Storytale Forest; Jada Panda; Hannah Owl; Sweetie Bee; Sammy Fox; and Rosie Deer. Animoodles are soft, fully magnetic, stuffed building toys. Animoodles’ built-in neodymium rare earth magnets make all Animoodles’ parts (wings, limbs, horns, etc.) fully interchangeable and rotatable, so kids can make their own Animoodles creations by combining Jada Panda, Odin Dragon, Hannah Owl, Sweetie Bee, Sammy Fox, and Rosie Deer. The products are the creation of veteran artists and designers from Apple, Disney, and Pixar. Animoodles are available on Amazon and through specialty toy retailers.

Antsy Pants

Antsy Pants’ Flamingo Kite is a kid-friendly kite with a handle and 196 feet of line. Available at Target, other new kite designs include shark, butterfly, jellyfish, and more.

With the Antsy Pants 5 Piece Stepping Stones, kids can test balancing skills while jumping from stone to stone and create a new obstacle playground. They feature five distinct colors and can be stacked for easy storage.

54 tfe February 2019

Untitled-1 1

1/23/2019 5:00:18 PM

Asa Products

Asa Product’s new Mobo Mity Sport is a high performance three-wheeled cruiser with an innovative, ergonomic design. Made for children ages 2–5, the Mobo Mity Sport includes an abundance of sporty features such as large air tires, a cushioned seat, and a sturdy, adjustable frame that grows with your child.

B

Bandai

Bananagrams

Gurms is a light strategy tile-placing game. Players pick one of four different pawns and take turns placing tiles one at a time in an attempt to complete as many of their character’s symbols as possible. Score additional points for groupings of the same symbol. Each character has its own color. Made for two to four players, ages 6 and up, it comes packaged in a tin.

Spiky Dastards features five little figures that players must capture. But watch out; they’re well protected. Split the deck of 60 cards into two piles and reveal the top card from each. The pictures on the cards will indicate one or two of the Dastard figures that players must race to carefully grab. If you’re able to grab one, you get a card. If you grab the wrong one, you lose a card. Collect the most cards to win.

This two- to four-player game is for ages 14 and up.

Pretty Pixels Eraser Maker is a premium activity kit to design erasers from scratch to collect, use, and share with friends. Each starter kit comes with enough eraser material to make up to 10 erasers. There are four different themes: animals, sweets, fruits, and fashion. Each Pretty Pixel Starter Kit will be available this spring. Made for ages 6 and up, the line will be available at Target, Michaels, Amazon, and other toy and craft retailers.

Recreate battles from Dragon Ball Super with new Dragon Ball Super 12-inch and 13-inch collectible action figures. Each figure features five points of articulation. The figures, for ages 4 and up, will be available this fall at most major retailers.

Suit up the Big Hero 6 Armor-Up Baymax 2.0 Figure to transform the huggable Baymax into the ultimate battle robot. The six-inch white Baymax figure comes with 20-plus connecting pieces to armor-up Baymax as an eightinch figure. Made for ages 4 and up, it’s available now at Target and Amazon.

The Hyper Cluster is a line of precision-engineered, high-performance yo-yos that can be customized to match style and performance needs. The line, for ages 8 and up, is now available at Walmart, Target, and Amazon.

56 tfe February 2019

Untitled-1 1

1/24/2019 9:50:29 AM

Basic Fun!

ZooBalloos is a new line of squishy balloon-animal figures that never deflate, according to Basic Fun! Each balloon-shaped capsule contains a blind-packed ZooBalloos figure, stickers, and a surprise Bopaballoo self-inflating balloon. Set the Bopaballoo on a hard surface, bop it with your fist, shake it up, then set it on the table and watch it inflate. It will pop out of its wrapper with a sprinkle of confetti (a safe, baking-soda chemical reaction). Once the Bopaballoo is fully inflated, attach it to the included plastic stand so it looks like a real balloon on a string. There are 28 ZooBalloos to collect in series one, including 18 common, eight metallic rare, and two glitter ultra-rare characters. They are for ages 4 and up.

Little Lucky Lunchbox (pictured) is a line of culinary-inspired collectibles that come with two blind-packed Foodie Friends. Each has another surprise hidden inside. Mix, match, and trade the Foodie Friends. Each Little Lucky Lunchbox includes two Foodie Friends, one Little Foodie, one sticker, and one collector guide. They are for ages 4 and up.

Mash’ems Wear’ems are wearable collectibles. Each Wear’ems jewelry box comes with two super stretchy characters—one that can be seen and one that’s a surprise. Wear’ems can be worn as rings, hair ties, or used to decorate pencil boxes, backpacks, and more. Made for ages 4 and up, there are 24 to collect.

With the Uncle Milton Butterfly Farm Live Habitat, watch the transformation that turns caterpillars into real butterflies. Build and decorate the butterfly house, put caterpillars into the Transformation Chamber, and then watch the metamorphosis in action. The kit comes with a magnifying lens for observation and a STEM learning poster that teaches about the four stages of metamorphosis: egg, larva, pupa, and adult. It’s for ages 6 and up.

58 tfe February 2019

Beverly Hills Teddy Bear

Squishy, slow-rise plush Squeezamals are now in a new size with the Scented Micro Squeezamals. Sold as three-packs with one packed blind, there will be more than 21 to collect in each series. They will be available this spring, for ages 3 and up.

Squeezamals Freeze ‘N’ Squeeze Game puts a twist on the classic game of hot potato. Players take turns making a treat for their Squeezamal to enjoy.

The player caught holding the plush when it’s time to eat must pay for the treat. Each game features an exclusive Squeezamal. Designed for ages 6 and up, it is now available. (This game is licensed and published by Big G Creative but will be shown in the BHTB Toy Fair booth.)

Micro Zoo is a micro collectible plush assortment of real, exotic and quirky animals you’d find in the zoo.

Each character is blind packed and comes with a collector booklet featuring additional information and facts about the animal. The line launches this spring, for ages 3 and up.

The World’s Softest Plush is branded as “the softest, cuddliest, most luxurious feeling plush characters you can find,” according to the company. The assortment of characters range from puppies and bears to unicorns. The new collection launches this fall, exclusively at Walmart.

It’s for ages birth and up.

PartyAnimal Feb 2019 TFE fullpg ad.pdf

1

1/23/19

8:56 AM

C

M

Y

CM

MY

CY

CMY

K

Untitled-1 1

1/23/2019 4:34:38 PM

Bonkers Toy Co.

Last year, Bonkers partnered with pocket.watch to create the first toy line based on Ryan ToysReview under the brand, Ryan’s World. For spring, the line expands with series two. The Ryan’s World Series 2 Giant Mystery Egg hits shelves, featuring an exclusive pullback vehicle, ultra-rare figures, a new skydiver Ryan with a working parachute, special putty, a limited-edition squishy, and a Red Titan mask hidden inside. Kids can be just like Ryan as they unbox their Giant Mystery Egg. The flagship toy stands at almost a foot tall. Based on the success of the original Ryan’s World Giant Mystery Egg, Bonkers Toys has also created the Mini Mystery Egg for spring. The five-inch tall egg includes a surprise mystery figure, squishy, or new Build-a-Ryan figure, exclusive putty, bouncy ball, stickers, and Ryan’s World tattoos. The line will also add the Ryan’s World Build-a-Ryan EGGstravaganza, letting kids build and create their own Ryan’s World figures. Packaged as an egg crate, it’s filled with Build-a-Ryan components so fans can mix and match. Each set includes pieces to make three complete figures that may include Red Titan, Robo Ryan, Alien Ryan, and Combo Panda. This item will be available exclusively at Target.

Bonkers Toys will also launch the first toy line for the YouTube channel FGTeeV this fall. Their combined channels generate more than 500 million views per month and entertain kids by bringing popular gaming apps to life, creating original music videos, performing skits, and integrating family fun challenges. The FGTeeV toys will be featured at major retailers and include six-inch figure assortments, blind bags, squishies, mini mystery sets, and a flagship item filled with toy unboxings inspired by their channels and original characters.

Brackitz

The Brackitz Pulley Set includes 77 pieces and directions for eight contraptions—from a moving draw bridge to a four-foot flying zip line to a bucket escalator. With pulleys, axles, hubs, hook, crank and string, build and crank contraptions that haul, lift, slide and move up or down.

The Brackitz Bugz Playpark has 47 pieces including a motorized vibrating bug and directions for building more than 20 play parks and obstacles. Race the motorized bug through obstacles such as the Toppling Tower and Super Spinner, or kids can create their own. Every race and playpark combination is different.

The Brackitz Driver Set (pictured) includes 43 pieces and directions for 10 driving machines—from a spinning gyro-copter to a space rover to a wind-up blaster. With wheels, axles, hubs and rubber-band drive trains, kids can design and build machines that spin, explore space, fly through the air, or drive fast.

Use the Brackitz Cool Driving Parts Set to expand the play.

Use the Brackitz Inventor 170 Piece Set for really large builds. Attach Brackitz to traditional planks at any angle to construct everything from small-scale builds to massive 3-D structures.

60 tfe February 2019

BRIO

With the Lift & Load Warehouse, take the engine and wagons from the bottom level to the top of the fourth level using the warehouse elevator. The set comes with a variety of components (32 pieces) to build different layouts, or combine it with other BRIO items. It’s for ages 3 and up.

Featuring 12 pieces, My First Farm (pictured) is a farm set that introduces toddlers into the BRIO wooden railway system. The five wooden animals fit into the animal wagon ready to be transported by train to the farm. Each animal also features three distinct sounds, which are activated automatically when placed in the farm meadow. The set is compatible with all BRIO My First Railway and BRIO World wooden railway play pieces. It’s for ages 18 months and up.

BRIO Smart Tech products are built on RFID (Radio Frequency Identification) wireless technology. This technology enables the Smart Tech Engine to interact with other Smart Tech products by sending/receiving signals to create unique play interactions. When passing a Broken Engine Action Tunnel, the Smart Tech Engine starts to sound and act broken.

It rolls to the workshop and stops above the repairman’s pit.

Sounds of repairs being made play as the engine stops over the worker. When fixed, the engine begins rolling again. It’s for ages 3 and up, and compatible with the BRIO World system.

62 tfe February 2019

Bulls i Toys

Now available, the Captain Marvel Challenge Coin & Mission Patch Combo Set includes a challenge coin and a stickon mission patch, with eight coins and eight patches in total to collect, based on the newest Marvel movie, Captain Marvel.

This line will also offer a Marvel Avengers 4 Challenge Coin & Mission Patch Combo Set, available in March.

Based on We Happy Few, the action-adventure video game from Compulsion Games, comes the We Happy Few Pins. Each box contains one pin and one checklist card, with 12 in total to collect. Available in March, the pins are for ages 14 and up.

Heroes versus villains face off in the Teenage Mutant Ninja Turtle Chibi Snapz Hero Packs. Each pack includes two Chibi Snapz that can snap to anything, and a sticker. There are eight to collect. Now available, they’re for ages 5 and up.

With the Harry Potter Ooshies Pencil Toppers, kids can add a bit of magic to their ordinary Muggle devices. There are 36 to collect, including a limited-edition golden Harry Potter pencil topper. Now available, they’re for ages 5 and up.

Unicorn Cutie Cuffs are huggable creatures kids can wear on their wrists. There are eight characters to collect. They are now available.

Squish’Ums Pet Boutique expands with series three. Brand new pets to collect include four shining unicorns, sloths, pandas, and monkeys.

They launch in March, for ages 6 and up.

Additional new products include the Lil’ Flockers fuzzy characters, Cutie Beans Hello Kitty & Friends and Gudetama lines, Jojo Siwa Mini Tins featuring four layers of surprises, Fingerlings Deluxe Trading Cards with Mini Figures, Pikmi Pops Mini Bows, and more.

• Peppa Pig ranks as the 2nd largest Preschool Toys license for Annual 2018 in the US.*

*Source: The N P D Group/Retail Tracking Service/Dollar Sales

Untitled-1 1

1/28/2019 8:42:23 AM

Button Bag

Use the Friendship Bracelets kit to make bracelets for friends and family. The kit contains 12 colors of embroidery thread, 12 assorted metal charms, and full instructions. It’s for ages 6 and up, available now.

Cepia

Bananas from Cepia is a new collectible line of six brightly colored and scented toy bananas that look, smell, and peel like the real thing. Peel the Bananas to reveal a bunch of mini surprises inside, including a Crushie character, two mini squeezable friends, gemstone stickers to decorate the Crushie or Banana, a collector sheet with character stickers, and a hanging vine to display Crushie friends. Display Bananas by hanging them on backpacks, or reseal them to take on the go and trade with friends. Bunch two, available in April, will feature jewel-toned Bananas with new Crushie characters.

64 tfe February 2019

C

Celestial Buddies

The newest addition to the Celestial Buddies Galactic gang is Our Precious Planet, a large (nineinch diameter) detailed version of Earth designed to help start a conversation about climate change and global warming. Like all of the Celestial Buddies, Our Precious Planet comes with an educational hangtag that provides useful information about its representation.

Our Precious Planet includes a colorful supplemental tag that illustrates some of the causes and effects of global warming as well as some suggestions about what individuals, including children and their parents, can do to help.

Corolle

Chickapig

The Little Joe Chickapig book expands off the Chickapig board game that launched last year. In this book, Little Joe Chickapig wants to be just like his adventurous grandpa. But how did the old Chickapig hero do it? Made by Brian Calhoun, creator of the Chickapig board game, Little Joe Chickapig is a story about hope, inspiration, and following your dreams. The book debuts at the Buffalo Games booth. It’s for ages birth and up.

Cortex Toys

The Door Fort Fire Station and Princess Castle playsets will enhance children’s imaginations while eliminating the hassle of set up, tear down, and storage.

The company will also showcase its existing games line (including Pirate Pong and Trick Tac Toe) and Snap Dolls line featuring fabric dolls with snap-on accessories.

66 tfe February 2019

In honor of Corolle’s 40th anniversary celebration, Calin Madeleine is dressed for the occasion.

The doll’s printed shirt reflects Corolle’s French heritage along with balloons and the year of the company’s founding, 1979. At 12-inches tall, Madeleine is just the right size for a child’s little arms to play with. Madeleine can also wear any fashion in the Mon Premier Poupon collection.

The doll is for ages 18 months and up.

Also celebrating the anniversary, Leonie (pictured) is a commemorative take on Corolle’s iconic baby doll that’s sized like a real three-monthold baby. Dressed in a pink corduroy dress with festive detailing, Leonie is sized for little ones ages 3 and up. At 20-inches tall, Leonie can be dressed in real baby clothes (size three months) or home-made outfits. The doll features a soft body and sleeping eyes when put down on its back.

Both items are available now at specialty retailers and Amazon.

Untitled-1 1

1/24/2019 10:06:29 AM

Cuddle Barn.

The Enchanted Pets Starlight the unicorn and Luna the llama each come with a leash to activate walking and tail wagging. They also play enchanting phrases as they stroll. They are for ages 2 and up.

Adorned with the official NASA logo on its space suit, Astro the Monkey (pictured) is an eight-inch astronaut monkey that twirls to a countdown and space-themed music. It’s for ages 18 months and up.

Dressed up in its colorful fruit-theme bandanna, Frutti Freddie is a 14-inch toucan that flaps its wings and dances with its neck to the tune “Tutti Frutti.” It’s for ages 2 and up.

D

Diggin

Diggin’s new Waterballz (pictured) float, skip, and the six-inch circumference makes it easy to grip, according to the company. The unique, squishy material ensures that Waterballz don’t slip out of hands.

With Sky Squad, pull back on the integrated launcher and release to send the flyers more than 50 feet. Kids can try the Boomerang, Dive Bomb, Torpedo or make up their own stunts. Their aerodynamic foam design allows changes to the flight path based on different launch techniques. There are three interchangeable characters: Surfer, Snowboarder, and Skydiver. Each is sold separately. Sky Squad is for ages 6 and up.

68 tfe February 2019

E

E-Blox

E-Blox unveils its Lumen line of miniature figures that light up for up to 30 minutes, no batteries required. Part of the company’s Story Blox line, characters include Seymour, Ruby, Max the robot, Robyn the robot, Devyn the cat, and Glen the dog.

Also adding onto the Story Blox line for 2019 is the Hard Ice set, continuing Seymour’s story and introducing the character Ruby. The sets will include a new motor, fan, and switch.

New Power Blox sets include the Light and Flight set, which lets kids discover the workings of a motor, a fan and a switch; as well as the Magic Light Build sets, which the company describes as LEGO meets Lite Brite.

Place the lights anywhere on the base grid and they will magically light up.

New to the Circuit Blox line comes the Lights n’ Motion set with different flashing lights and a geared-down motor to make lighted creations spin while on display.

Visit us at NY Toy Fair Booth #2773 me o s e w a r u o ut ..

Check o smART products.

Pegs

TM

Beads

!

NEW 2019

ology n h c e t T R Use smlAate any design to pixe

encourages

STEAM learning

/smartsketcher /flycatcherToys Untitled-1 1

Step-by-step tutorials

Customize with colors

Sketch your own photos

Learn letters and spelling

Learn to draw, sketch and write like a pro!

www.smartsketcher.com

/flycatcherToys

For sales information: john@flycatcherapps.com 1/25/2019 10:52:13 AM

Elenco

Elenco revamps its Snap Circuits Green kit for 2019 with new parts and content for today’s exploration into alternative energy. Explore clean energy concepts such as electric cars, windmills, and hand-generated power.

With the Build-Your-Own Electronic Stapler, kids can build a fully functional stapler with no soldering or special tools required. In the process, learn about motors and gears.

Made for ages 10 and up, it’s available this summer.

The EL10T, the Coding Robot (pictured) kit teaches simple coding concepts at an early age. Use blocks to “code” EL10T to move forward or backward, turn left or right, or play music.

Endless Games

AKA (Also Known As) is the newest game from Endless Games. The party game replaces the names of famous titles with what they might also be known as, such as the actor/rapper also known as “Half an Arnold Palmer” (answer: Ice-T).

Take your best guess to see if you get it right.

70 tfe February 2019

Educational Insights

Expanding the Playfoam line for 2019 comes Playfoam Pals Series 4 and 5. In Series 4: Fantasy Friends, fantastical creatures are hiding inside. Each pod of three-tone sparkle Playfoam hides a Fantasy Friend to collect. In Playfoam Pals Series 5: Monster Party, each pod of glow-in-the-dark Playfoam hides a Monster Pal to collect. Monster Pals include Freaky Fish, Saber-tooth Teddy, Phantom of the Octopus, Ghost Elephant, Baby Blob, Mummy Duck, Zombie Zebra, Frankenpanda, Chinchillazilla, Vampire Frog, Cyborg Sloth, and The Grim Gibbon. Playfoam Pals are available as twopacks, six-packs, and 12-packs, for ages 5 and up.

Artie 3000 is a coding/drawing robot that kids control. Create drag-and-drop programming on a Mac, PC, or tablet to tell Artie what to draw next.

The WiFi-enabled drawing robot features four modes of play: pre-programmed shapes, games, art for coloring, and freeform coding. It also comes with three project cards and four washable colored markers. Artie 3000 is for ages 7 and up.

Zoomigos pack kid-powered pretend play. Simply pump and place a Zoomigo character in any of the Zoomers vehicles and watch them go. Zoomigos include a monkey in a banana vehicle, hippo in a rowboat vehicle, fox in a box vehicle, elephant in a bathtub vehicle, dog in a tennis ball-shaped vehicle, and an alligator in a floatie vehicle. They are for ages 3 and up.

Take puzzling to the next level and go vertical with Kanoodle Gravity. It’s made for solo play or a two-player battle.

It comes with a Kanoodle Gravity puzzle board and carrying case featuring 10 puzzle pieces and 40 solo puzzle challenges.

It’s for ages 7 and up.

SOFT STATUES 1:6 scale

Pre-Order Online Now! www.Mintedlabs.com

Visit us at Toy Fair New York Diamond Comic Distributors

Booth # 5407

Meeting Room

#MS4607

Untitled-1 1

1/25/2019 2:50:52 PM

Entertainment One

Among the newest toys to debut are new play phones from VTech. Designed for ages 2 and up, the Peppa Pig Let’s Chat Learning Phone lets toddlers explore basic math skills through four interactive games featuring Peppa and her family. The PJ Masks Super Learning Phone enables children ages 3–6 to play and chat with Catboy, Gekko, and Owlette through educational games, voice-activated conversations, and voice messages. Both will be available for spring. Also available this fall for PJ Masks is the Seeker and Mystery Mountain Playset from Just Play.

For Peppa fans ages 2 and up, Galerie introduces an expanded range of Finders Keepers Peppa Pig candy and toy combos, featuring a milk chocolate candy egg and toy surprise. One of 10 collectible Peppa Pig toys is tucked inside the milk chocolate egg.

PEZ Candy launched two new PJ Masks items: the PEZ PJ Masks Assortments and the PJ Masks Gift Set. The gift set includes all three PJ Masks characters—Gekko, Catboy, and Owlette—as PEZ dispensers, and a sixpack of PEZ Candy refills. The collection comes with one candy pack and a character dispenser.

Jazwares and Just Play, the respective master toy licensees for Peppa Pig and PJ Masks, will also introduce a range of new offerings in 2019.

72 tfe February 2019

Epoch Everlasting

In the Calico Critters Town series, Stella Hopscotch Rabbit upgrades her home with a two-story manor in the Elegant Town Manor Gift Set. It features a gold-stained chandelier, furniture, windows, railings, a terrace, balcony, spiral staircase, and a detachable roof that can be placed on other Town buildings. The Elegant Town Manor Gift Set can also connect to the Designer Studio to create Stella’s Grand Residence.

Meet Stella’s new boyfriend, William, in the Cute Couple Set. The duo is dressed in fashionable clothing and uniquely designed to hold hands for a date night. Both items will be available in August. Available now is the Calico Critters Village Pizzeria, an all-in-one pizzeria for the critters. It is furnished with a brick oven where a variety of pizzas are made. The pizzeria also includes a counter with toppings, a table, chair and cookware for Bernard Marshmallow Mouse to use.

Hidden inside each Blind Bag Calico Critters Nursery Series Baby Shopping Series is a Baby Critter and grocery and shopping accessories. The collection includes nine new collectible babies, including one an exclusive secret style baby.

New Aquabeads sets feature a flip tray and bead receiver to set art work aside for faster drying while continuing to create additional masterpieces. Kids can get started with the Beginners Studio. It includes more than 840 jewels and solid beads in 16 colors, case, flip tray with bead receiver, sprayer, bead pen, template sheets, and instructions.

With Action Soccer, for ages 4 and up, kids can practice their soccer moves using this goal that shifts three feet from side to side as they play. It features two different skill levels for practice to get more intense as kids begin to perfect their skills. It’s made for indoor and outdoor use.

Untitled-1 1

1/24/2019 10:45:29 AM

F

Far Out Toys

Far Out Toys teams up with Ryan ToysReview for a Ryan’s World version of the original Splash Out and the new Ryan’s World Head Splat, a new water challenge game. In Head Splat, players use their heads to flip a water balloon into a hat. Keep the balloon away from the rough edges of the cup otherwise they will splash out. It’s available this spring, for ages 6 and up.

Launching in fall with three new items and a slate of original video content, the Drone Slayer brand recruits kids to join the battle against invading drones. The drones in every set explode on impact. The line will feature three new sets: the Drone Slayer Air Assault, the Drone Slayer Ground Assault system, and the stationery Drone Slayer Sentinel set.

Pulp Heroes Snap Bots are flat, spring-loaded paper characters packaged in a colorful, comic book-themed protective sleeve. The paper bots spring into action this fall with pullback motor technology and rolling mechanisms that send them zipping out of their sleeves.

Crash Racers combines real motorized, high-speed, side-by-side racing with cars that break apart on impact. In 10 seconds or less, kids can charge up their racing cars with the flash chargers included and send them around a six-foot long double-wide Figure 8 Circuit (up to 50 laps per charge, according to the company). The cars can be put back together over and over again for continuous play. The Crash Racers T-bone Chase set is for play on the go, featuring a four-way crash zone.

Created for the YouTube generation, the Far Out Squaire (pictured) launches this spring. A mastery game that tests kids’ skills (ages 8 and up) at controlling a floating cube with a specially designed fan to perform stunts off walls and household objects, or create team-based challenges such as transferring the cube between players.

The company will also launch its Crazy Critters Games line this fall, for ages 5 and up. Springin’ Spiders is an action game, in which each player starts with eight plastic spiders on opposite sides of the web and they take turns pressing down on the spider’s back to spring it into action and cling onto the web. In the new Boneless Chicken Launch, kids load up their flock of floppy friends on a special chicken launcher to send them soaring toward a fence, where each rung is worth a certain number of points.

Flycatcher

With the smART pixelator, design and build 2-D and 3-D projects using Bluetooth connectivity, easy-to-follow lights, and a variety of creativity tools. Out of the box, kids have a choice of using smART Pixel beads, pegs, or sequins to create 50 step-by-step designs. A smART Pixelator app and any mobile device also let them engineer their own projects, encouraging customization and experimentation. Additional smART Pixels and projects are also available. It’s for ages 7 and up.

74 tfe February 2019

Untitled-1 1

1/30/2019 1:17:24 PM

Funrise

Forbidden Games

Forbidden founders, Jason Kapalka, a co-founder and chief game designer at PopCap (Bejeweled, Peggle and Plants vs Zombies), and Glenn Drover, founder of Eagle Games and designer of numerous board games (Railroad Tycoon, Age of Empires III), join forces for a Toy Fair debut.

In Raccoon Tycoon, for age 10 and up, players try to produce the most valuable commodities in the fictitious land of Astoria. Use the commodities to build towns, or sell them at the best price to secure profits to acquire all-important railroads (railroads are themed with animal tycoons). Along the way profits may be used to buy buildings that give the players power-ups or bonuses in production.

Own the best towns and railroads to win.

Railroad Rivals, for two to five players ages 10 and up, is a tile drafting game in which all players build a railroad empire connecting cities across America. Players use the railroads to make deliveries, resulting in driving up the price of stocks. The player with the most profitable railroad and the most valuable stocks wins.

Extraordinary Adventures: Pirates, for ages 10 and up, casts players as pirate captains, sailing three ships through the Caribbean in search of merchants to plunder, and friendly ports to trade cargo for riches.

76 tfe February 2019

The Tonka Tinys Blind Box series features miniature vehicles with the same styling as classic Tonka vehicles and comes enclosed in a stackable garage. They are for ages 5 and up.

There are six new additions to the Gazillion Bubbles line for ages 3 and up. The Gazillion Bubblecycle moves over the grass, sidewalk or driveway, using its motor that spins and engine that rolls just like a real motorcycle. The Gazillion Bubble Rush is a high-powered bubble machine with a three-sectioned, no-spill modular design. The Gazillion Battle Blaster can blast bubbles up to 10 feet. Screw the included solution bottle into the blaster base, pull the trigger to start the flow of bubbles, and blast. Create giant six-inch bubbles at the push of a button with the all-new Gazillion Giant Megabubble Blaster. The Gazillion Mini Hurricane is the two-in-one bubble machine and hand-held blaster. The Turbo Bubbles is a hand-powered bubble blaster.

Serving as the master toy partner for the new animated movie Wonder Park, the Wonder Park toy line includes the Build Your Own Wonder Chimps, the official souvenir of Wonderland. Mix and match their parts to build new Wonder Chimps. Each Wonder Chimp figure comes with 20 interchangeable accessories. The Wonder Park Figure Assortment features the cast of characters as posable figures, each of which comes with a unique accessory. Figures are compatible with the Flying Fish Carousel and Ferris Wheel playsets.

Funrise will also launch a Rainbow Butterfly Unicorn Kitty toy line based on its new animated series, beginning this year. This includes the 9 Lives Surprise collectibles set, pictured.

G

GJS

GEIO from GJS is a FPS robot, equipped with smart recognition technology and a high speed motion system. GEIO from GJS is engineered to deliver a robotic battle experience. Using artificial intelligence, GEIO from GJS allows users to battle with a friend’s GEIO, embedding AI and FPS. GEIO from GJS offers four fighting modes, AI emotions, additional superpowers via totem scans, and super speed. GEIO from GJS will be available this fall on Amazon, for ages 14 and up.

Green Toys

The Green Toys Parking Garage is a multi-level play space. Made in the USA from 100-percent recycled plastic, the set includes a Mini Helicopter and two Mini Vehicles. It’s scaled to work with the Green Toys Ferry Boat and Car Carrier. Featuring a drive-through station on one end, a ramp on the other, an elevator in back and helipad on top, this playset offers 360 degrees of play. No BPAs, phthalates, PVCs, or external coatings were used to make this set. It’s packaged with recycled and recyclable materials printed with soy inks. It’s for ages 3 years and up, and available this spring.

78 tfe February 2019

Goliath Games

Goliaths’ Dragon Snacks is a suspense game in which kids must reach inside the dragon’s stomach to steal its meal.

But don’t wake the dragon.

Made for two to four players, ages 4 and up, it launches for fall.

With BoomTrix, available this fall, little builders can design their own trampoline course, create ball tricks, and watch as the ball bounces to the finish line. The BoomTrix set includes mini trampolines, obstacles, and launch pads for original tricks and spins. It’s designed for one or more players, ages 8 and up.

Glowbots are collectible statues that light up. Colorful, translucent pegs allow kids to create the character design of their choice—from superheroes to pop culture icons, and anything in between. Now the line includes DC Comics Glowbots, all of which are for ages 8 and up.

Goliath is bringing back the ’90s mini-golf game Gator Golf for fall. Putt the ball into the alligator’s mouth. The motorized mouth will then shut and prepare for the next player. The Gator flings the ball off its tail and spins around, creating a new challenge. Gator Golf can be played indoors or outdoors. The putters are suited for small hands and made for ages 4 and up.

In (May Cause) Side Effects, players have participated in a clinical trial and its up to their team members to guess what side effects their feeling. Are you suffering from monumental delusions? Are you speaking in fairy tales? Whichever team communicates the best at the end of the game is the winner. It’s for four or more players, ages 18 and up.

Untitled-1 1

1/23/2019 4:19:14 PM

Griddly Games

Griddly Games adds to the company’s Just Add line with the Just Add Egg kit. Like all of the Just Add kits from Griddly Games, the kit comes with everything needed except for the added ingredient. This time, add egg for multiple bio-organic experiments and art activities.

Make up to five different experiments and seven different art activities including making your own dinosaur egg, making egg shell geodes, or making an egg disappear. Previous kits in the line include Just Add Milk, Just Add Sun, Just Add Glue, and Just Add Sugar.

H Handstand Kitchen

With the Handstand Kitchen’s Ultimate Out of This World Baking Party Set, make intergalactic cookies and cupcakes. It includes two large astronaut- and rocket-shaped cookie cutters, five mini cookie cutters, silicone cupcake tray, spatula, frosting bag with three tips, sticker sheet, and a leaflet with recipes for Outer Space Sugar Cookies, Royal Icing, Out of this World Cupcakes, and Outer Space Frosting. There’s also a Rocket Ship Cake Making Set (pictured) to make a Rocket Ship Cake, icing, and frosting.

The company will also roll out its new Under the Sea Deluxe Baking Set and Llama Love Cupcake Molds Set.

80 tfe February 2019

HABA

With the Kullerbu- Play Track Police Car Chase set, Rudi Robber has escaped from prison but the police are hot on his trail. The set includes one “city at night” backdrop, one police car, one ball Rudi Robber, two universal steep curves, two straight tracks, two columns, six connecting elements, and one backdrop clip.

It’s for ages 2–8.

The Playset Playground is a new addition to the Little Friends play world and can also be complemented by the separately purchased Playset Sandbox. The Playset Playground includes one meadow, one seesaw, one swing, and two babies. Expand the play with the Little Friends Lara and Liam bendable dolls. Lara dances and spins until her skirt swirls around her. Liam features jeans and a hoodie.

They are for ages 3 and up.

OCTOBER 23 – 25, 2019

Las Vegas Convention Center Las Vegas, NV

Experience the Largest Baby, Maternity and Children’s Products Event in the Western Hemisphere!

The ABC Kids Expo is an exclusive event that provides first-hand access to the new, one-of-a-kind juvenile products being launched in 2019!

spring educational

conference & trade show

SAVE THE DATE

Over 1,000 Booths with products ranging from baby gear, furniture, apparel, toys, gifts, maternity, and more

The New Product Showcase features the latest and greatest juvenile products that can be voted on for an “Award of Distinction”

Unique Pavilions that engage and enhance the shopping experience.

The Plaza™, Modern Child®, Naturally Kids® and Maternity Square®

Exclusive Buyers Areas for retailers to relax or conduct private meetings during the event

MAY 22 – 24, 2018

Special Solution Center Exhibitors help both retailers and manufacturers solve important issues to generate greater ROI

U

ST

W RY A A R D

S

IND

USTR

Y

P

A RT

IN

D

Rosen Shingle Creek | Orlando, Florida

Y

HALF

MI

LL

I

S

NETW

O

R

What’s new for the ABC Spring Educational Conference in 2018?

A new logo, a new location K Iand a renewed commitment to bring NG . OF EXH SPEAKER . F Tprofessionals the industry together and help juvenile product stand IB S SQ I T N O out in an increasingly competitive market. What’s more, we’ll have new products, new business strategies and new event features that will help you increase market share and improve profit margins.

REGISTER ONLINE TODAY! Mark your calendar now.

Use Code: ABC19TFE

www.AllBabyAndChildSEC.com

www.AllBabyAndChildSEC.com

Contact David Rice to register by phone or for more information (210) 480-9242 David@theabcshow.com

Untitled-1 1

www.theABCshow.com

1/24/2019 10:00:32 AM

Hasbro

Nerf partners with the leading eSports game, Overwatch, from Blizzard Entertainment, letting players recreate the action of the game with the Nerf Rival Overwatch line. The D.Va blaster is a breech-load, spring-action Nerf Rival blaster, featuring D.Va’s signature bunny charm attached to the handle. The McCree blaster comes with a collectible diecast badge like the one worn by McCree in the game. The blaster features a spinning spur on the handle, a swing-open barrel, and a hammer that moves when the trigger is pulled. The Reaper Wight Edition Collector Pack includes two breech-load Reaper Wight Edition blasters (eight rounds each) along with a replica Reaper face mask. Nerf also adds new additions across the Accustrike, Zombie, Modulus, and N-Strike Elite lines.

The Tiny Pong Solo Table Tennis downsizes the gameplay into the palm of your hand. Launch the ball off the court and bounce it repeatedly on the court to rack up points. To increase the challenge, switch from Beginner mode to Expert mode. The game responds with lights and sounds.

Available this June, it’s for ages 8 and up.

New for Transformers comes the Transformers BotBots Series 1. A glowing mist filled with Transformers energy called Energon has covered a shopping mall and transformed the everyday objects inside it into Transformers robots. Hidden inside each Transformers BotBots blind bag is a mini mystery figure that transforms from normal-looking stuff into little robots in three to five steps. The series one collection features 61 characters across three assortments: blind bag assortments, five-pack assortments, and eight-pack assortments. The Sugar Shocks Five-Pack feature a squad of sweet treats.

Each pack comes with two Sugar Shocks characters and three from other themed teams. Series one Sugar Shocks characters include Sippy Slurps, The Plop Father, Waddlepop, Lolly Licks, Remorsel, Sprinkleberry D’Uhnut, Unilla Icequeencone, Cocoa Crazy,

82 tfe February 2019

and Nrjeez. Not all Sugar Shocks characters are found in the theme pack though, adding to their chase factor in other assortments.

Expanding the Play-Doh Kitchen Creations line this spring comes the Play-Doh Kitchen Creations Sprinkle Cookie Surprise Play Food Set. Budding bakers can create cookies in more than 15 different ways and then decorate them with sprinkles made of different shapes. Crank the handle and shower play cookies with sprinkles shaped like moons, stars, and horseshoes. It will be available at most major retailers.

There’s always a surprise with the new Disney Princess Gem Collection. Each gem-shaped package doesn’t reveal the figure until it’s opened.

Once open, flip the piece that’s inside around and slip it into the case to create a background for the figure to be displayed in. The backgrounds are unique to each Disney Princess. The gem cases also connect for display.

In August, Hasbro launches a new adult two-player game and a new version of Monopoly. The Lie Detector electronic game uses voice analysis to detect subtleties in a person’s voice to help discover who’s telling the truth, and who’s not. A player in the hot seat is asked uncomfortable “Yes” or “No” questions such as, “If you found out your friend committed a horrible crime, would you turn them in?” Tell the truth to earn points, but a lie gives the point to the opponent. The Game includes a lie detector unit and 64 cards (252 questions). Inspired by the rivalry between dog and cat owners, the Monopoly Cats Vs. Dogs game is designed to be played in teams. Join Team Cat or Team Dog and move around the board to claim titles such as fashionista, bright eyes, and comic relief. The game ends when all titles have been claimed, and the team with the most titles wins.

The company will also reveal new additions to its existing lines including the FurReal Friends Walksalot Big and Lil’ Wags assortment and the Baby Alive Shimmer ‘N Splash Mermaid doll.

Playtime is over.

Get serious about your marketing.

SEARCH

Untitled-1 1

●

SOCIAL

●

D I G I TA L

●

CONTENT

●

PR

|

C A N S PA N . C O M

1/28/2019 8:40:19 AM

Headstart International

Hair Dooz by Headstart features six dolls ready for hair play. Peel off the wrapper from the shampoo-shaped bottle, twist off the lid, and discover who is inside. Remove the smock and hair dryer to reveal the outfit and “hair dooz.” There are 24 “dooztochooz.” They launch in spring for ages 4 and up.

Each BFF Mystery Pack character has its own personality and interests. Open up the mystery pack to find a new BFF in a bag in series two. They launch in spring for ages 4 and up.

Discover new collectible babies in the Baby Secrets Series Three Mystery Tubs and Merbabies Series Two Shells.

Dip their diapers in the water filled tub, and it will change color to pink or blue to reveal their gender. Name the baby on the birth certificate. There are 50 new babies and 24 Merbabies to collect.

Get ready to race with Micro Wheels, new from Headstart. The Micro Wheels have all been micro sized. The more you pump, the faster they go. Race friends through loops and get to the garage first to win. Too slow and be locked out. There are 30 to collect, including translucent, metallic and glow-in-the-dark vehicles. Also in the line is the Micro Wheels Garage Pack and Micro Wheels Loop Pack.

HEXBUG

HEXBUG Coco the Acrobatic Monkey is an interactive robotic monkey that responds to touch and sound to swing on its jungle gym, ride its bike, and play the included bongos. It launches in fall, for ages 8 and up.

HEXBUG Skatees are new motorized miniature collectible skates. Collect all the footwear characters and their accessories. Launching this fall, they are for ages 8 and up.

HEXBUG Scorpion is an autonomous mechanical scorpion that has a bouncing tail and free swinging claws. Launching this fall, they are for ages 8 and up.

Highlights

The Summer Big Fun Workbooks are curriculum-based workbooks packed with puzzles and activities that cover letters, numbers, shapes, phonics, reading, writing, math, and more. They also feature a bonus pull-out Hidden Pictures progress poster, emoji reward stickers, and a Certificate of Achievement.

Now available is the Jumbo Pad of Picture Puzzles joining Highlights’ collection of 256-page books and pads packed with puzzles and activities curated by the editors at Highlights.

84 tfe February 2019

Untitled-1 1

1/29/2019 3:19:16 PM

Hog Wild

Skateboarding legend Tony Hawk has teamed up with Hog Wild to introduce Tony Hawk Box Boarders, a new toy line that allows kids of all ages to easily land pro skateboarding tricks and film, edit, and share videos of those tricks with the free Tony Hawk Box Boarders Studio app. Officially licensed by Tony Hawk, the Box Boarders community will be sharing content on social media using #TonyHawkBoxBoarders.

Choose from 16 skateboarder figures in the Tony Hawk Box Boarders Action Packs. Packs include the Birdhouse crew such as Tony Hawk, Lizzie Armanto, or Aaron Homoki. Underneath the skateboarder is a steel ball bearing, which allows the Box Boarder to skate around in any direction. They are now available at Walmart.

Flip, ride, grind, and land insane tricks with the Tony Hawk Box Boarders Super Pack. Slide a smartphone into the phone slot located on the side of the bowl and begin filming tricks.

86 tfe February 2019

Horizon Group

Create soaps at home with the Squishy Soaps kits. They are available in a variety of themes including Mermaid Magic, Unicorn Dream, Sweet Treat, Cute Kawaii, Tropical Paradise, and Glitter Galaxy. The kits launch in May in Walmart (U.S. and Canada), Walgreens, and Bed Bath & Beyond.

It’s for ages 6 and up.

The Sparkle Magic set allows you to select an art style and add gems that make it sparkle. Peel off the clear sheet to reveal the adhesive areas and start “gemming.” It’s available in themes including Mermazing, Ruff Life, Hangry, and Unicone. Retailers include A.C. Moore, Michaels, and Walmart Canada.

With Gloopers, create themed 3-D squishy paint pets with colorful slimy paints.

Themes include Food Friends, Unicorn Cuties, and Dino Dudes. It’s for ages 6 and up (12 and up in Canada). Gloopers launch this spring at Walmart and Michael’s in the U.S. and Canada.

New Jumbo SQUOOSH-O’S are jumbo balloons with instant snow or water beads for an insane sensory experience. Hug it, squish it, squeeze it, and stretch it. They are now available at Walmart and Five Below.

Grow a crystal sculpture with the YOUniverse Crystal Growing Unicorn. Watch as crystals cover the unicorn figurine. When they’re fully grown, add vibrant colors and glitter. It includes an illustrated poster and instructions. It’s for ages 12 and up. It’s available at Walmart in the U.S. and Canada this spring.

It’s So Me! Squishy Unicorn Diary features a squishy unicorn cover. Fill it with inner most thoughts, secrets, and dreams. The kit also includes one decorative pen and two sticker sheets. It’s for ages 6 and up, available this spring.

SLIMYGLOOP Squeezwiches are stackable, squishy play sandwiches. Make a slime sandwich with play food pieces, premade slime, and mix-in embellishments to create your own Slimy Sandwich. Themes include Rainbow Waffle, Galaxy PB&J, Sneeze Burger, Unicorn Pizza, Diamond Doughnut, and Confetti Ice Cream Sandwich. It launches this spring in the U.S. at Five Below, Michaels, and Walmart, and in Canada at Michaels and Walmart.

Untitled-1 1

1/23/2019 5:09:14 PM

I

IMC Toys

New for 2019 will be the Cry Babies Magic Tears, a collection of mini Cry Babies collectibles, each with six accessories of its own: a baby bottle, a bib, a removable bow, a lollipop, a pacifier, and a mini chair. Like the full-sized versions, Cry Babies minis also cry realistic tears. Its accessories help make each doll feel better when they cry.

Wave two of the Cry Babies collection will feature three new dolls: Fancy, Dotty, and Lady. Each doll comes with its own pacifier and cries real tears when filled with water. The dolls also come dressed in animal print onesies. This line will have a flamingo, Dalmatian puppy, and a ladybug. Also new is the Cry Babies Get Sick line with Kristal. Give her meds and some cuddles to make her feel better when she falls sick. The doll comes with six different accessories including a pacifier, stethoscope, wash cloth, cough syrup, and a thermometer.

Also launching for summer are Bloopies, bathtime baby dolls. Made for ages 2 and up, there are five different dolls to collect. Each features its own special swimsuit, diving fins, and a snorkel.

Club Petz is a series of furry plush pets. Mini Tickles is a collection of three kittens and three puppies (pictured). Stroke their tummies for sound effects. They’ll even call for attention to play. Club Petz Betsy the bunny will also launch. Betsy makes bunny sounds when she’s cuddled and flops her ears as she hops around. Call her name and she will hop toward you.

Available this spring, they are for ages 18 months and up.

88 tfe February 2019

J Jada Toys

Inspired by the hit YouTube channel, Ryans ToysReview, comes a new line of preschool toys available this spring: the Ryan’s World Combo Panda Airlines. The Combo Panda’s Airplane opens up to reveal Ryan and his friends with accessories, including food and more.

It’s available as a Walmart exclusive.

Each of the Ryan’s World Skateboard Stunt R/C sets features nine-inch tall figures, spins and pops wheelies, and has the ability to right itself.

The Rescue Helicopter with Combo Panda sets are six-inch diecast vehicles and figures. Each features a retractable hook, launching safety net, and a removable 2.5-inch Combo Panda figure with articulated arms.

The 3.5-Inch Ryan’s Racer PDQ vehicles feature fully functional wheels to get Ryan and friends wherever they need to go.

Untitled-1 1

1/24/2019 9:47:04 AM

Jakks Pacific

As the master toy partner for Godzilla: King of the Monsters, Jakks Pacific will launch a line of action figures and roleplay exclusively at Walmart this spring. The Godzilla: King of Monsters 3.5-inch Monster Battlepacks feature two 3.5-inch tall, articulated monster figures in each pack along with a backdrop accessory. There are three unique versions of Godzilla available. The line will also include six-inch articulated monster figures (including King Ghidorah and Rodan), plus 12-inch and 24-inch posable Godzilla figures. For roleplay, there’s the Godzilla Mask with Lights & Sound Effects (pictured).

Who’s Your Llama is a line of collectible llamas, each dressed in a cute outfit with one to four silly features. Blind packed, series two launches this spring with 12 new characters. Also new for spring is series one Who’s Your Llama Mini Collectibles, featuring 24 mini llamas and six different colored campers, and Who’s Your Llama Plush, featuring six-inch versions of six characters.

For Mega Man: Fully Charged, Jakks offers a new lineup of toys for spring. There’s basic figures with arm cannon accessories (including the all-blue Mega Man figure); deluxe figures; a Mega Buster Arm Cannon with lights and sounds for roleplay; and the Mega Buster Playset, a multi-tiered playset with 10 unique features.

For the new animated preschool series Gigantosaurus, Jakks serves as master toy partner. Figures will be available as three- and 4.5-inch singles, a Dino Friends Figure Set (featuring 3-inch Rocky, Bill, Tiny, and Mazu figures), a Giganto & Friends Figure Set (featuring 3-inch Dino Friends figures plus Giganto figure). An eight-inch tall Gigantosaurus Feature Giganto will also be available, with roaring and stomping sound effects. The line will also include a 12-inch Gigantosaurus Jumbo Plush and a six-inch mini plush assortment.

Jakks will also roll out new figures, plush, playsets, and music toys based on the Nick Jr. series, Becca’s Bunch, which merges live-action footage, puppetry, 2-D, and CG animation; and new figures and buildable playsets based on Nintendo’s Super Mario video games.

Jazwares

Feisty Pets Mini Misfits Blind Figures (pictured) are two inches tall and look cute, but push the back of their heads and they get feisty. Each mini animal figure comes inside of a colorful pet carrier. The series features an assortment of animal characters and three different expressions, plus three chase figures.

Launching exclusively on Amazon this spring, the Peppa Pig’s Lights & Sounds Family Fun Car zips away with its headlights on when you press the trunk of the car. Watch it bobble to the beat of Peppa-inspired tunes. It also plays iconic phrases from the show and comes with exclusive Peppa and Daddy Pig figures.

Available this fall, the First Act Discovery Acoustic Guitar is a beginner guitar designed and sized for young players. Low string action makes it easier on little fingers to play. It’s tunable with fret spacing and comes with a set of chord cards to get you strumming right out of the box. The First Act line will also add a Woodstock-inspired instrument line featuring the event’s iconic look and feel, launching this fall. The line will include a Woodstock Percussion Pack, Woodstock Dove Ukulele, and Woodstock Love Revolution Acoustic Guitar.

For more on the latest Jazwares toy lines for Fortnite and Rocket League, head back to page 42.

90 tfe February 2019

| Where Expertise and Opportunity Meet. e ac rac ro p t ctio a e perie ce or over s are eet space at

as ee i i etter or orces it e traor i ar ta e t ase o speci ic ears o e positio at a ti e e re ocate o r corporate ea arters to a roa a i e or Cit

ir e ieves t at o r co ti e s ccess as ee irect re ate to o r eep co it e t to e ce e t c sto er service or o r c ie ts re atio s ips i t it o r ca i ates a t e vast o e e o o r recr iters r tea o i a i ie i str speci ic recr iters o ers t e reso rces a capa i ities o a atio a ir et co ti es to e iver t at specia t o ti e perso a to c it i o r a practice areas e specia i e i e pi or a i atio s o a si es tai or sta i so tio s ro ai roo p to C e or o vario s t pes o e p o e t ro es i c i te porar te porar to per a e t co tract co s ti per a e t a retai e asis e ti i e a tea pi poi t severa

oc se approac to sta i t at e a es s to atc i ca i ates or o r or a i atio

ivisio

ars a t e e perie ce o

tip e recr iters to

vervie

• cco ti i a ce • Corporate Services • i ita e ia ar eti • rc itect re i eeri Co str ctio • i a cia Services • a eso rces • e a Co p ia ce

• a act ri • ea t care • ospita it • ice S pport • ea state • ec o o • Sa es ar eti • Sports

i eeri

TBG | The Bachrach Group Crain’s named TBG the th largest Recruiting Firm in NYC.

Untitled-1 1

Corporate Headquarters: 1430 Broadway, 13th Floor New York, NY 10018 877-279-7779 www.bachrachgroup.com

1/29/2019 1:37:00 PM

Just Play

Hairdorables Series 2 features all-new styles, a new color reveal, and new hairdos including buns, bangs and braids. Each Hairdorables package is a surprise. Pull, peel, and reveal 11 surprises to unwrap the Hairdorables girl hidden inside. The dolls are based on the 12 characters from the YouTube series. There are new 26 Hairdorables dolls including one rare and one ultra-rare. Also new for 2019 are Hairdorables Pets. Each pet comes with its own brush to style its hair just like the Hairdorables dolls.

There are 24 pets to collect across series one, including one ultra-rare. Pull, peel, and reveal eight surprises inside. Hairdorables are for ages 3 and up.

Flutter Friends are birds that interact with kids and each other. Pet the hummingbird’s head or back to unlock more than 40 realistic hummingbird sounds.

Each tap will activate a variety of movements and sounds. Tap the Flutter Friend’s head once to turn it on, tap its head twice to activate different sounds and tweets, and tap its head three times to unlock musical tweets. Flutter Friends can even learn to fly by tapping its back twice. Flutter Friends are for ages 5 and up.

Smash Crashers are vehicles with a collectible twist. Launch the vehicles into action and crash them to unleash the surprise collectibles hidden inside. There are 12 trucks to collect, each featuring unique designs that reflect their personalities. When the Smash Crashers trucks crash, two mystery crates pop out containing surprise collectibles based on a variety of gross-out themes. Ranging from Bathroom Brigade to Grossout Garage, there are 50 uniquely themed figures to collect in series one. There’s even rare Barfing Bedroom collectibles and the special-edition Edgy Electronics.

The new PJ Masks Super Moon Adventure Fortress Playset offers kid-powered play. Secure the PJ Masks figures in the zero gravity belts and pull the levers to help protect the fortress.

Keep intruders away with the Moon Shooter and capture bad guys in the Crystal Moon Trap.

Reveal the secret Lunar Platform by pulling the lever at the top of the playset. The playset comes with three-inch, articulated Catboy and Luna Girl figures.

The company will also expand the Disney Junior’s Puppy Dog Pals and DreamWorks Spirit Riding Free collections with new playsets and figures for 2019.

92 tfe February 2019

K

Kellytoy

For 2019, Kellytoy will release more than 50 new styles and multiple sizes of its collectible Squishmallows line. More than 20 million have sold within the first year on the market. New additions include a Scented Squishmallows collection as well as the Squishmallows Mystery Squad, a new collection featuring mystery miniature Squishmallows in marshmallow-shaped canisters. Squishmallows are available in 3.5-inch clip-ons, five-inch, the eight-inch, 12-inch, and 16-inch sizes as well as eight-inch and 12-inch Squishmallows Stackables.

Untitled-1 1

1/23/2019 4:08:16 PM

Kess

Best-known for its Drop Dot Ball and Ice Hoops assortments, Kess will expand upon these lines by adding lights, textures, slime and collectible elements for 2019. Now available, Ice Hoops feature patented film and v-Grip technology to allow for better grip, enhanced tricks, and longer-lasting play. For spring, Kess will introduce Light-Up Ice Hoop and Ultra Light Ice Hoop to the Ice Hoop collection. Both feature light-up technology. They are available in a variety of colors at major retailers nationwide.

Drop Dots Love Em’s (pictured) are collectible characters made with proprietary Drop Dot material and slow-rising foam that combine for sensory play. Love Em’s first wave will feature collectible characters including unicorns, llamas, hedgehogs, pineapples, and more. Drop Dots are bounce balls with a spiky textures that gives them a unique feel while increasing performance in both catch-ability and grip. It’s available in junior, rainbow, classic, and mini sizes. Drop Dots are sold at major retailers nationwide in dozens of color combinations.

Kid Source

The Learning Triangle is an activity toy for babies ages 6 months and up. Hands-on play engages with five sides of sensory fun. It features a colorful and tactile design.

The new Play Mat with 2 Cars is a city-themed play mat. It folds into a storage tote and contains two sturdy five-inch cars.

The thick vinyl mat wipes clean. The colorful play surface is patterned with roads and buildings to inspire imagination and encourage social play. It’s for ages 1 and up, available now.

94 tfe February 2019

Experienced writer for slogans, back-of-box, instructions, & marketing collateral.

5+ years with Gamewright, plus FoxMind, Grandpa Beck’s Games, & Maze-O.

ianfedergreen@gmail.com

Toy Fair 2019 Klutz

Klutz’ Make Your Own Glitter Face Masks, launching in August, lets kids create selfie-worthy face mask, customized with fresh ingredients and glitter. Use the specially formulated peel-off gooey mask mix or one of the included sheet masks to make five masks.

Once the materials are used up, reuse the included containers and silicone brush by filling them with any of the other 12 at-home recipes using easy-to-find ingredients. It’s for ages 8 and up.

Also available in August, the Sew Your Own Unicorn Cake Pillow kit teaches how to sew a decorative pillow using techniques such as whip stitching, basting, and gathering. Use the plush faux fur, metallic gold lamé, iridescent pompoms, and pre-cut felt pieces to decorate the “cake.”

Klutz introduces a new line of kits, the Klutz Mini Kits. Make Mini Erasers kits are available in four themes: cuties, animals, sweets, and aliens. Each themed mini eraser kit includes a step-bystep instruction book to help make 15 erasers, along with eraser clay.

With the My Squishy Soap Dough kit, for ages 4 and up, mix the glycerin and one of three included soap powders to make soap dough to mold and shape just like clay. Use the water-safe plastic body parts and googly eyes to bring soap dough creatures to life.

The Maker Lab: Radio Boombox kit expands the Klutz Maker line for 2019 with a new offering that lets kids engineer a real, working FM radio. Once built, the included book features games that test kids radio and music knowledge, such as what’s an electromagnetic spectrum, how wireless communications work, and how radio waves become music.

L

Learning Resources

The Coding Critters are interactive pets that introduce preschoolers to critical thinking, problem-solving, and other STEM skills.

Each comes with a full-color 20-page storybook of coding challenges. Coding Critters include Ranger & Zip, Scamper & Sneaker, and Rumble & Bumble. They are for ages 4 and up, launching this summer.

With the Hoot the Fine Motor Owl, drop the five coins down the chute, rotate Hoot’s eyes, poke its squeaky nose, or flap its wings with the sliding front buttons. It’s for ages 18 months and up.

With the Beaker Creatures Series 3 Bubbling Volcano Reactor, place your Reactor Pod within the volcano, then add water to trigger a bubbling eruption and expose your mystery creature. Kids can also use the new Series 3 Alien Experiment Lab to make their own Reactor Pods, soak the two mystery creatures in slime, and more. Each set comes with experiment booklets, launching this summer. There are also 30 new series three Reactor Pods available as singles and sixpacks, including limited-edition glow-in-the-dark creatures.

Beaker Creatures are for ages 5 and up.

February 2019 tfe 95

Little Kids

LittleBits

littleBits recently acquired JAM.com, the largest paid subscription video course platform for kids. Young inventors can use their electronic building blocks to invent anything at home via Inventing with littleBits courses. These unique courses, based on littleBits’ STEAM invention kits and Avengers Hero Inventor Kit, empower kids to understand how circuits and sensors work and to invent things with them.

All JAM subscriptions provide access to hundreds of hours of videos and thousands of projects to try in subjects such as drawing, animation, or science. JAM subscriptions are for ages 8–14 and now available.

96 tfe February 2019

Little Kids expands its Peeps toy line for spring. The new Peeps Wind Ups, for ages 3 and up, feature the iconic Peeps chick or bunny shapes and are available in three colors.

Wind them up and watch them go. Also available is Peeps Putty, which comes in Peeps chick- and bunny-shaped containers (ages 3 and up); Soft Squeeze Peeps, available in three colors of squishy bunny and chick styles (ages 6 and up); and Peeps Chalk & Holders (ages 3 and up).

New for Fubbles comes the Fubbles Sky High Bubble Machine. The motorized machine blows continuous streams of bubbles up, not out. Pour the bubbles in the reservoir and turn on for sky high bubbles. Also new is the Fubbles Musical Bubble Unicorn, which lights up, plays music, and blow bubbles. It comes in three colors and includes 1.52 ounces of bubble solution. These Fubbles are for ages 3 and up.

Little Kids also expands its Nickelodeon-licensed toy lines. Highlights include the addition of Skye to the PAW Patrol Action Bubble Blower lineup, a new PAW Patrol Sea Patrol Water Rescue Pack assortment, and the PAW Patrol Chalk and Stencil Set that lets kids stencil their favorite PAW Patrol pup, Marshall. For Sunny Day, bring the salon outdoors with Sunny Day Nail Polish Bubbles or combine imaginative play and bubble play with the Sunny Day Bubble Blow Dryer. Press the button to activate the lights and blow continuous streams of bubbles—no dipping required.

The Wicked Big Sports line expands for 2019 with new super-sized versions of classic sports toys and games. With the Wicked Big Sports Footbag, keep the oversized bean bag in the air using anything but your hands. Each Footbag measures 4.5-inches in diameter. The Wicked Big Sports Washer Toss is made for tailgating games or backyard barbecues. Each set includes two collapsible oversized targets and six oversized washers.

Other new sets include the Wicked Big Sports Paddle Battle and the Wicked Big Sports Shuffletoss, which combines bean bag toss and shuffleboard gameplay.

M

Toy Fair 2019 Magformers

With the Magformers Amazing Police and Rescue Set, take off in the helicopter and spot the bad guys from the sky or put the fire out with a fire rescue truck. The 26-piece set comes with 17 magnetic pieces, one police figure, one fire rescue figure, an emergency vehicle light bar, and more. There is also a 50-piece Amazing Police Set and Amazing Rescue Set. Click, connect, and create construction vehicles in the Amazing Construction 50-Piece Set. Attach the propeller siren, container grabber, and wheels and take off on an imaginary adventure.

In the 60-piece Animal Jumble Set is an introductory set for creators. Stack up the Magformers pieces or use the clip-on faces to make different jungle animals.

Magformers’ Dolce Play and Learn Safari features a baby monkey and a bell that fits snuggly into the lion.

Learn how to tie its knot to keep it secure. The lion goes inside the hippopotamus, in which kids can learn how to fasten the button on its tummy. All toys fit into the large green elephant, with more activities to teach little ones how to explore.

Dolce toys encourage development of sensory skills and hand-eye coordination. It’s for ages birth and up.

MasterPieces

Poker Tiles is a competitive game that combines the strategy of a tile game with real poker action. Players use the game board to play traditional poker hands to score points, make combos with the tiles on the board, and use the wild jokers to increase their score. It’s for two to four players, ages 12 and up.

MasterPieces has partnered with Kaskey Kids to manufacture and market basketball, baseball, football, soccer, and hockey roleplay figures.

Arriving in newly designed MasterPieces “toy boxes,” 24 figurines plus accessories will be available as teams, such as Football Guys or Baseball Guys.

Continuing its partnership with Lionel, MasterPieces will offer new wooden magnetic trains that capture all of the vintage details of the original collectible trains. New items include the Lionel Original Steam Engine Set, Lionel Santa Fe Cargo Train Set, and the Lionel Steam Engine & Coal Car, each for ages 3 and up. MasterPieces also increases its CAT-branded product offerings with new games for 2019. They include the CAT-branded Builder-Opoly Junior, in which players try to collect all the authentic CAT equipment they’ll need to get the job done; CAT Checkers; CAT Matching Game; and CAT wooden craft painting kits (Bulldozer, Dump Truck, and Backhoe).

February 2019 tfe 97

Mattel

Fisher-Price focuses on bringing the maker space to preschoolers with its Fisher-Price Wonder Makers line, available this spring. With the Fisher-Price Wonder Makers Design System Build Around Town Starter Kit, kids can design and build something new every day, with more than 75 reconfigurable play pieces. It focuses two ways to play: create buildings and towns, or use the same pieces to connect into tracks for vehicles. Each set in the Fisher-Price Wonder Makers Destination Assortment includes more than 40 play pieces. The assortment includes: the Special Delivery Depot post office set, the Beach Bungalow set, and the Lift & Sort Recycling Center. There are also two expansion packs: the Build it Up! Expansion Pack to create new buildings and destinations and the Build it Out! Track Pack to design unique track layouts to expand the Wonder Makers world. The Fisher-Price Wonder Makers Vehicle Assortment features push-along vehicles that come as three separate pieces that snap together. Each comes with a character. There’s an airplane, camper, off-road 4x4, sports car, ATV, or a classic car.

Mattel celebrates Barbie’s 60th anniversary with an assortment of anniversary-focused offerings as well as new additions to its existing collections, such as Dreamtopia, Skipper Babysitters Inc., and Barbie Fashionista. The Barbie Career line celebrates Barbie’s more than 200 careers with the Barbie Career 60th Anniversary Doll assortment featuring Barbie in some of her most iconic professions. In the Barbie Fashion Model Collection, the Barbie Proudly Pink doll (pictured) features details that nod to the doll’s 60th anniversary.

It features a posable Silkstone body and sculpted vintage face.

Providing a setting for play comes the new Barbie Travel Helicopter, a two-seater helicopter with silver rotors that spin, silver “controls,” and seatbelts to keep passengers safe. Part of the new Ken Room & Doll assortment, the shaving-themed Ken doll uses water-activated color-change to make a beard appear and

98 tfe February 2019

disappear. The laundry-themed set features a washer/dryer with working knob and spinning motion easy enough for small hands to use. There’s also an outdoor furniture assortment that includes traditional furniture with themed accessories such as the Donut Floatie, the Brick Oven, and the Picnic Table. The Barbie House with Doll is a fully furnished and colorful decorated doll house that folds out to two-feet wide and has four areas of play. Once folded back up, the roof doubles as a handle.

Hot Wheels revs up its Monster Trucks assortments for spring with the Hot Wheels Monster Trucks 1:64 Die Cast Assortment and the Hot Wheels Monster Trucks Demolition Doubles assortment. The diecast assortment packaging provides stats including name, truck type, strength, unique crash attack, and motor-variation to enhance storytelling. Each comes with a collectible wheel. Demolition Doubles are two-packs ready for head-to-head battles. There’s also a Bash-Up Feature assortment, featuring 1:43 scale Monster Trucks with break-apart features, and 1:24 Die Cast assortment with oversized bodies and monster-sized wheels to handle rough terrain. With the Hot Wheels Monster Trucks Mecha Shark Face-Off playset, kids (ages 4–8) test their launching and timing skills as two Monster Trucks go up against each other along with a mechanical shark. New Hot Wheels City playsets include Hot Wheels City Smashin’ Triceratops; Downtown playset assortment; the Nemesis Attack Playset assortment, which merges with storytelling play as kids play the hero and use the included Hot Wheels car to save the day; deluxe Super Sets assortment; and track packs.

Polly Pocket expands for spring with a new Polly Pocket Polly World Assortment, including Mini Mall Escape, Surf ‘n’ Sandventure, and Tiny Twirlin’ Music Box. Lil’ Gleemerz expands with the Lil’ Gleemerz Babies. Each baby has its own look, along with a rainbow plush tail. Babies respond to movement with up to 25 sounds and phrases.

With the Mega Construx Crystal Creatures, for ages 5 and up, each blind pack includes one buildable Crystal Creatures figure and slime. The assortment includes Sapphire Peryton and Emerald Unicorn.

Toy Fair 2019 Mego Corporation

Maya Toys

Maya Toys introduces the series two Orbeez Wow World Wowzer Surprise: Garden of Wonder. Wowzers come hidden inside globes filled with clear Orbeez. Simply add water to a globe to reveal which Garden of Wonder Wowzer is inside. Available now, there are 20 to collect.

Foodie Roos look, smell, and feel like favorite foods. Squeeze their bellies and feel the surprise. Each has a unique “Peek a Roo” window that hints to which Foodie Roo is inside. The Foodie Roos container even opens up to become the Foodie’s Room. There are 20 to collect, including two rares. Foodie Roos launch in June.

truTV and Mego Corporation are partnering for a collection of Mego figures based on the long-running Impractical Jokers television series. The series stars four comedians and life-long friends who compete to out-embarrass each other amongst the general public with a series of outrageous dares. Impractical Jokers recently wrapped its seventh season, while a feature film and upcoming eighth season are currently in production. Launching this spring, the Mego Impractical Jokers figures will include eight-inch figures based on the four guys—Joe, Murr, Q and Sal—dressed in some of their most memorable outfits from the series. The figures are for ages 8 and up.

Minted Labs Inc.

This spring, Minted Labs Inc. releases its Resident Evil Nemesis 1:6th Scale Soft Statue. The Soft Statue line introduces a new category into the collector market. The patent-pending Soft Statue is made of a mix of soft plush-like material with PVC roto cast parts and a posable armature. Resident Evil Nemesis is the first in a series planned for release this year.

Minted Labs will also release a 12-inch Street Fighter Assortment, a 12-inch MegaMan, and a limited series of the fab 5 from Netlix’s Queer Eye. New key license initiatives will also be announced at New York Toy Fair.

February 2019 tfe 99

MGA Entertainment

Launching this spring across all major retailers, L.O.L. Surprise! #Hairgoals dolls reveal new looks, and new characters with real hair in a variety of styles. The hairspray can capsule transforms into a salon chair, display case, doll stand, or purse. Feed or bathe your doll to discover a water surprise, including color-change. There are 12 new characters and 15 surprises to unbox.

Also new for spring are the L.O.L. Surprise! Fuzzy Pets. Unbox the new shampoo bottle package to find seven surprises inside. Fuzzy Pets are covered in colorful fuzz; bathe them in the shampoo bottle to wash the fuzz off to reveal the pet underneath. Collect multiples of the same pet to leave one fuzzy and wash one off – or create hairstyles with the fuzz. Add water to your L.O.L. Surprise Fuzzy Pet to discover a water surprise, including color-change.

In celebration of Little Tikes’ 50th anniversary, the brand is bringing online, experiential, at-retail events, and online entertainment content to consumers. The product line includes familiar classics such as Cozy Coupe and its Turtle Sandbox and new entertainment brands such as Kingdom Builders (brought to life in the supporting YouTube series).

Available this spring at Target and Amazon, the Little Tikes Kingdom Builders Deluxe Transforming Figures transform into tool form and work together using the same building system. Sir Power-Phil turns into a working power drill and JJ O’Hammer turns into a working jackhammer. Press the button and watch the power tools light up and come to life (batteries included). Both work across the Kingdom Builders toy line. Also new for spring are the Kingdom Builders Pets, which also transform into working toy tools.

Mindware

Gembatan is a family strategy game in which players place tiles to create dual-colored amulets. In order to make an amulet, players must be able to place a matching gem inside. Score a point for every gem played; score bonus points for lines of three or more gems with a matching color. It’s for two to four players, ages 8 and up.

The Peaceable Kingdom game line offers new cooperative and educational games. In Sky Magic, help the five friends get home before they run out of magic spells. Players work as a team to navigate around storm clouds and avoid falling through the sky when the board shifts. It’s for ages 6 and up. Button, Button, Belly Button expands on the concepts of same and different, taking turns, body awareness, and language skills. Players work to match a rainbow of button cards and Bear’s belly button cards. It’s for ages 2 and up.

Q-BA-MAZE 2.0 Colossal is a marble run with more than 270 Q-BA-MAZE cubes, rails, and stunt pieces. Some cubes even light up as the marbles move through. It’s for ages 6 and up.

KaBlocks Blast (pictured) is a redesigned version of the company’s best-selling KaBlocks construction set. It uses kinetic force rather than air power to blast soft foam blocks even higher. It’s for ages 3 and up.

The Silly Street Character Builders set features mix-and-match characters that express six different emotions.

100 tfe February 2019

Toy Fair 2019 MOJO

A winged horse in Greek mythology, Pegasus was the offspring of the sea god Poseidon and the Gorgon Medusa and comes to life in this hand painted, highly detailed figure. It’s now available, ages 3 and up.

Moose Toys

Little Live Wrapples Series 2 adds two new characters, Shylo and Bonnie. Wrap them around your wrists and take them anywhere. They feature more than 50 sounds and reactions. Their eyes light up to match their mood. Bring them close to each other and they will sing together.

Expanding Little Live Scruff-a-Luvs for 2019 comes Blossom Bunnies, launching in March. Blossom Bunnies include Lemon Drizzle, Posie, or Peppermint. Each arrives as a ball of matted fur, but bathe them, dry them, and brush them to reveal their true character. Scuff-a-Luvs lilac puppies, kittens, and bunnies are also available now.

New Pikmi Pops DoughMis (pictured) launch this March. The sweet-scented range of collectible donut plush is available in three sizes: small, medium, and jumbo. There are more than 40 DoughMis to collect across the range, including a selection of special edition Squish ‘n’ Rise DoughMis that feel squishy, like real dough. With the Surprise Pack, crack open the donut center to reveal a small Jelly Pikmi character. They are for ages 5 and up.

Shopkins will expand with two new offerings for spring. Inside every Shopkins Family Mini Packs Shopper Pack is a new Shopkin family member to find such as Babykins. There are more than 30 Shopkins families to collect, including the limited-edition Bubs & Spices Shopkins. Single packs contain one Shopkin inside a Mini Pack with a collector’s guide. For fall, Moose has partnered with Kellogg’s, ConAgra, Welch’s, Sketchers, and Unilever to bring to life real-life brands as Shopkins. Shopkins “Real Littles” Shopper Packs will feature miniature versions of real brands such as Pringles, Reddi-wip, Kellogg’s Frosted Flakes, Welch’s Concord Grape Jelly, and more.

In the new Treasure X Dragon Quest For Dragon’s Gold, rip, dig and ooze to reveal the layers and discover the secrets hidden within. Use the Dragon’s Eye to reveal the secrets on the map. Find the Dragon’s Heart and pour out the ooze to discover the treasure within. There are eight to collect.

Moose has also launched a line of toys for the top-selling video game franchise, Fortnite. Now available, the Fortnite Battle Royale Collection Solo Pack is a line of authentic Fortnite figures, vehicles, and playsets that will grow to include 100 characters in 2019. Every Battle Royale Collection Solo Pack contains an authentic, posable Fortnite figure with swappable weapons, accessories, and Back Bling. Each Fortnite Battle Royale Collection: Squad Pack features four mini action figures along with swappable weapons, accessories, and Back Bling.

February 2019 tfe 101

N

Nesstoy

Newly released from Nesstoy is the Croove Stage Karaoke. It’s a karaoke base, stand, and mic set with speakers, professional sound quality, and four music connection modes: AUX, USB, SD card slot, and Bluetooth. Two mics with their own volume controls mean karaoke duets. Hold the mic or have the stand holders prop them up for hands-free singing and guitar strumming. Bass and Echo controls enhance sound quality. Colorful lights flash in tune to the rhythm of the music. It’s for ages 8 and up, and available exclusively on Amazon, Walmart.com, and croove.com.

Also new is the Nesstoy’s Little Experimenter 3-in-1 Globe (pictured) for ages 8 and up. Kids can discover Earth’s countries, capitols, deserts, oceans and seas by day and learn the constellation map by night. Dim the lights and the globe will automatically transform into a night sky punctuated with the classic star groups and their

ORB

One Animation

O

One Animation’s Oddbods Pals character plush are tough enough to take on roughhousing but soft enough to snuggle and squeeze. Each character features its iconic sounds and phrases as well as a unique facial expression to reflect their individual personality.

To activate, simply shake, squeeze, hug, or even drop the Oddbods Pals. Special sound effects play when they meet each other. They are available in four styles: Fuse, Bubbles, Newt, and Pogo. Each includes three AAA batteries.

102 tfe February 2019

Soft’n Slo Squishies Designerz are hyper detailed Squishies. Each Designerz character is covered in colorful, intricate patterns such as graffiti and florals. They are now available at Walmart, for ages 8 and up.

ORB Odditeez Ballz, now available at Target, are balls that wobble, flow, and splat. The transparent balls are filled with Slimi, Beadiballz, Pearlized Slimi, or Sparkle Ribbons. They come in a range of colors and sizes. They also feature unique textured surfaces, such as a red Beadiballz with a cloudy surface or a yellow Sparkle Ribbon Ballz with a spiky texture.

Squish the ORB Mocheez Jumbo Babies and feel their soft, jelli texture. They launch exclusive to Michael’s this spring.

The Soft’n Slo Squishies ScrumpSquish are detailed squishies that look like real baked treats. They are available in 12 fruity, surprise scents, such as mango and dark plum, at Target. They are for ages 8 and up.

ORB also grows its Ryan’s World line with new craft kits. Create characters with Ryan’s World Sticky Mosaics (pictured). Follow the numbered template and place foam sticke r s to decorate Moe, Baby T-Rex, Ryan, and Gus. Ryan’s World Sticki Mix-Upz features mix-andmatch sticker squares used to complete a mystery puzzle.

Toy Fair 2019 P

Oribel

The Oribel VertiPlay sets feature classic toys and characters reimagined. Use VertiPlay wooden wall toys to turn your walls into kids’ expanded playground and bring to life scenes from classics such as Jack & Jill or Old MacDonald. Vertiplay wall toys feature easy peel and stick assembly.

Each is made of high-quality wood and colorful blocks.

Party Animal

SqueezyMates take the slow-rising foam craze into the sports world. SqueezyMates are squeezable and collectible slow-rising foam figures of professional and collegiate sports teams. They are now available in various team figures from four leagues: NFL, NBA, MLB, and NCAA. Figures are 2.5-inches tall and for ages 4 and up. SqueezyMates NFL player figures feature the names and numbers of all 32 current NFL team quarterbacks. Use the carabiner clip to clip them to a backpack, belt, and more. The football player figures are available in blind packs.

PicassoTiles

PicassoTiles is a STEM toy and a shape-building set that utilizes embedded magnets to immerse children (and creative adults) into crafting 2-D and 3-D art.

PicassoTiles aims to help teach core fundamentals such as the basics of physics and aptitude in mechanics, building, and architecture. PicassoTiles are made of child safe, non-toxic, BPA-free and lead-free CPC certified materials that are tested in a U.S. CPSC-accredited laboratory to ensure quality and safety.

Pillow Pets

Pillow Pets’ Dumbo features his signature big ears. Flying into retail this March, the toy will appeal to fans of the original film, the newly reimagined movie, and the classic Disney World ride. When playtime is over, open the hook-and-loop and Dumbo becomes a night-time pillow.

Also new for 2019 comes the new Elmo and Cookie Monster Pillow Pets and matching Sleeptime Lites.

This year celebrates the 50th anniversary of Sesame Street. Sleeptime Lites are a night light and plush toy in one.

The glowing light cover projects rainbows and stars onto the ceiling.

February 2019 tfe 103

Plan Toys

This year, Plan Toys launches its new sustainable material, 100-percent natural rubber. The materials used are harvested from Hevea or rubber trees in Trang Province, Thailand.

Playmates Toys

Playmates Toys, the longtime master toy licensee for Teenage Mutant Ninja Turtles, is expanding its product line inspired by Nickelodeon’s animated series, Rise of the Teenage Mutant Ninja Turtles, which premiered in September 2018. Highlighted product includes the TMNT Babble Heads Assortment, which come to life with head, eye and mouth movements. They feature strike sensors for interactive training as well as motion sensors for battling. The fall assortment includes Loud Mouth Leo and Motor Mouth Mikey. With the TMNT Deluxe Spin Attack Figures, set your Turtle on any flat surface and push forward to watch them spin into battle mode. The 2019 line will also include a new assortment of 3.25- to five-inch figures, new transforming vehicles, and two Giant Battle Shell figures (Raphael with Tonfas and a Throwing Star and Leonardo with Odachi Sword and Throwin Star). There will also be new roleplay toys based on the new series.

Available this spring is a new collection of Super G Wingsuit gliders based on TMNT’s Raphael, Spider-Man, and Batman. For time-controlled flights, select between two modes: Quick Stream for short-range flights and Advanced Glide for long-range flights.

The new Pop Tops collection, launching this spring, is an assortment of miniature, transforming character collectibles. Each stands at 2.5-inches tall. Press the button on the head to pop open each figure’s top into a full-bodied collectible figure. Wave one includes Spider-Man, Ironman, Batman, and TMNT’s Leonardo, Raphael, and Michelangelo. Wave two includes Hulk, Captain America, Black Panther and Donatello (TMNT).

As the global master toy partner for Cartoon Network’s Ben 10 animated series, Playmates Toys expands its toy line in 2019 to include an all-new assortment of action figures, micro playsets, and more.

The line adds a new Alien Game Omnitrix for fall featuring a one-inch LCD screen that brings the show’s characters into four different game play modes. Kids can also go inside the Omnitrix with the two-in-one Alien World Micro Playsets (pictured). Use it as a micro-sized playset or fold it up and it becomes a wearable Omnitrix.

104 tfe February 2019

Toy Fair 2019 PLAYMOBIL

The PLAYMOBIL Tiny Paws Pet Hotel offers pets a relaxing stay. Easily store pet food in the shelves above the desk or in the kitchen, where meals are prepared for the pet guests. Outside, furry friends can run around the fenced-in yard or try the seesaw. Bird guests can also enjoy their perch outside in the fresh air. This set also combines with the rest of the PLAYMOBIL Pet Hotel theme, sold separately.

Available this May is the new Ghostbusters Ecto-1A (pictured)from Ghostbusters II, featuring an updated logo and technical equipment. Use the functioning digital announcement board (three AAA batteries required) to advertise the ghost-busting business. The roof detaches to easily load proton packs and ghost traps. When synced with the free PLAYMOBIL app (download required), the ghost trap projects a ghost into the clear hologram cone for ghost-catching action. There are four ghosts to capture. The set also includes Ray Stantz, Peter Venkman, Egon Spengler, and Winston Zeddemore in their official Ghostbusters II uniforms.

PLAYMONSTER

Yeti Forgetti joins PlayMonster’s yeti games line. This time, the yetis are hiding under igloos. Players draw cards to find a certain yeti, peek under igloos or move them around, all while trying to remember which yeti is where. If players lift up the wrong igloo and find the snow crab, it scurries off—and points are lost. This Hide-and-Peek Memory Game is for two-to-four players ages 4 and up.

Butts Up puts a twist on musical chairs, urging players to fess up (or brag) about things they’ve done, stuff they like, and things they want. All players but one sit in a chair while one player stands in the middle and reads one of the 400 prompts from the electronic device, such as “Butts Up if you have gone zip-lining.” Meet the prompt? Get up and race to another chair someone has vacated.

The player left without a chair is the new player in the middle. There are two modes of play: Full statements (“Butts Up if you like broccoli”) or open-ended statements that allow players to fill in the blanks and customize (“Butts Up if you don’t like eating…”). Butts Up is for three or more players, ages 7 and up.

The new light strategy family game Meltdown is an unpredictable stacking game. Players shape the included putty goop however they want, place it atop the tower, and then stick the balancing platform on the goop. Take turns stacking cubes on the always-shifting plate without letting them fall. If there’s a “Meltdown” and any cubes fall that player has to add them to their pile. The first player to stack all of his cubes wins. It’s for two to four players ages 6 and up.

Kiss My Bass! puts a twist to the classic talking bass wall décor. This 3-D electronic talking fish dares and tells players to touch him in certain areas (touch points) and responds whether the player does it correctly or not. Players take turns touching his fin, back, etc., or kissing his lips or his “bass.” If he farts on a player during a kiss, he/she is out. It’s for ages 10 and up.

PlayMonster also launches The Fab Lab line of activity kits, debuts the UK toy line Fuzzikins to the U.S., and expands its My Fairy Garden and Automoblox toy lines.

February 2019 tfe 105

PLUS-PLUS

Play Shifu

Shifu Plugo is an AR gaming system that aims to make STEM fun and hands on for kids. It comes with one gamepad, five interchangeable kits, and unlimited hands-on gaming (without touching the screen). Designed for ages 5–11, each gaming kit offers educational games that are conceptualized for kids to play while learning at the same time. Games currently available include Plugo Count (math skills kit) and Plugo Link (hexagon building blocks kit). Launching in March will be Plugo Steer (futuristic wheel kit), Plugo Quest (joystick-button combo kit), and Plugo Piano (piano kit). There are 60-plus levels for each kit.

Q

Plus-Plus Mystery Makers are blind pack construction toys with a twist: see what color pieces are included, but what will it build? Once you choose your Mystery Maker and open the box, scan the QR code for a swipe-to-build online experience, or use the enclosed step-by-step instructions. Series one features six models now available, with more to follow. It’s for ages 5-12.

The Plus-Plus Apollo 11 Series features four new items now available: the 70-piece Astronaut, the 70-piece Lunar Lander, the 240-piece Saturn V Rocket, and the Lunar Landing Baseplate Builder. Launched in celebration of the 50th anniversary of the Apollo 11 moon landing in 1969, sets are available in three new colors: metallic gold, metallic silver, and glow-in-the-dark.

Plus-Plus Super Tubes offer more than three feet of building. Each contains more than 500 pieces, available in basic, neon, and pastel assortments.

With the Plus-Plus Food Tubes, make a taco (pictured), sushi, watermelon, and snow cone with these 70-piece tubes.

The Plus-Plus BIG Picture Puzzles come with 60 Plus-Plus BIG pieces and seven challenge cards to solve each picture puzzle. Using the “challenge” side of the card and then discover the solution on the reverse side. Made for refining fine-motor skill development and problem solving, the puzzles are available in basic and pastel assortments for ages 3–7.

Querecetti

The Querecetti Peg Brite is a lamp toy that lights up a child’s room. It features a modern design with a flat screen and rounded edges. The original structure of the Peg Brite screen lets children create images with pegs with unlimited creative freedom. Peg Brite is available early this year. It’s for ages 4 and up.

106 tfe February 2019

R

Toy Fair 2019 Radz

Radz expands for 2019 with new offerings launching every season, alongside new Radz Twistz and Radz Foamz. This winter brings the Radz PAW Patrol dispenser, Radz Paw Patrol Twistz dispensers, and PAW Patrol Foamz dispensers made up of four pups from the show: Chase, Marshall, Skye, and a secret pup.

For spring and summer comes a Pikmi Pops Radz collection, including four Pikmis to collect: Bibble the Lamb, Cloppy the Pony, Dream the Unicorn, and Skittle the Llama. Radz Pikmi Pops Twistz dispensers include Dream the Unicorn, Pichi the Dog, Ollie the Bear, Smorey the Dog, and Gizmit the Guinea Pig. For fall, the Radz Smooshy Mushy collection includes five pets from Smooshyville: Babsy Bear, Bitsy Bunny, Felina Fawn, Popsy Piggy, and a secret Smooshy. Smooshy Mushy Twistz toy character dispensers are available in five of the most popular characters: Babsy Bear, Bitsy Bunny, Frankie Frenchy, Popsy Piggy, and a secret character. The Smooshy Mushy Foamz dispensers are available in six squishy characters: Suki Strawberry Cake, Samira Smore, Bella Blueberry Macaron, Fritzy Frie, Rozy Raspberry Donut, and Mooky Milky.

To operate Radz toy candy dispensers, pull back the characters’ tops and their tongues pops out with candy. All Radz character tops are interchangeable to mix and match and create unique characters. Radz Twistz twist apart to fill with candy. All Radz Twistz character tops are also interchangeable. Radz Foamz are collectible foam toy dispensers that squish and come with a tasty treat. Each Radz Foamz character comes with a pack of Radz candy and a colorful poster with a collector’s guide on the back. All three toy lines are for ages 3 and up.

Ravensburger

Ravensburger reimagines the escape room live-gaming trend in a new type of jigsaw puzzle: the Escape Puzzle. Once all 759 pieces are in the right place, the powers of deduction come into play. Like live gamers in their escape rooms, escape puzzlers dive into a mystery that must be solved. Solve the story piece by piece to escape.

Available this March, Escape Puzzles are available in four themes: The Vampire’s Castle, The Space Observatory, The Witch’s Kitchen, and The Submarine. Made for solo and team play, the line is for ages 12 and up.

February 2019 tfe 107

Redwood Venture

In the Smooshy Mushy Series 5: Sugar Fix collection, open up the gumball machine to reveal new scented Smooshy pets, besties, and more surprises. Keep searching for glow-in-the-dark rare and ultra characters. There are eight characters to collect.

RedwoodVentures’ Foodie Surprise brings food creations to life. Each mystery food cart features multiple reveals and supplies to make treats. Available this fall, there are dozens of collectible characters made to “hide-and-sneak” creations on the go.

The TLC Kritters are looking for love and care. Take home the incubator and open to reveal a baby animal. Drop the included packet into water to reveal if it’s a boy or a girl. The packet includes a gender reveal card and accessories. Use the included bottle to feed the Kritter or give it a squeeze to make it sneeze. Take off the Kritter’s diaper and dunk it in cool water to reveal a dirty diaper, denoted by emojis. Clean the diaper by soaking in warm water.

Bounce opponents out of the ring in the game of Belly Bashimi. Strap on a belly and drop the sushi tokens into the ring at random. Spin the spinner to determine which tokens each player must put their feet on and mark their place in the ring. Players battle with their bellies to knock the other out of the ring, no hands allowed. The game launches this fall.

Rollplay

Relevant Play

The new Mad Mattr Dark Mattr (black) and Anti-Mattr (white) Quantum Pods feature the soft, non-toxic building compound to mold and shape into endless creations. The two-ounce Quantum Pods are available this spring for ages 3 and up.

Or create a Mad Mattr unicorn with the Unicorn Sparkle Mattr (pictured) set. The set features three colors of Mad Mattr in blue, pink, and white plus a Unicorn Mold, a tool, and glitter. It’s for ages 3 and up, available this spring.

108 tfe February 2019

Rollplay refreshes the Rollplay 6V BMW i8 with a new body shape and details. The battery-operated ride-on sports car features a foot pedal and gearshift to accelerate up to 2.5 MPH in forward and reverse speeds. Both butterfly doors open vertically, just like the real car. Adding to the look, it also features working LED headlights, cup holders, an elaborate dashboard, and horn and engine sounds. The Rollplay BMW i8 is for kids ages 3 and up, weighing up to 77 pounds.

Toy Fair 2019 S

Schleich

Now available as part of the Farm World collection, for ages 3–8, is the Puppy Pen playset, which includes three puppies, a teddy bear, bed, blanket, bowl, dog house, and fencing.

Also new is a collection of exotic animal figures in Schleich’s Wild Life assortment, including Quokka, a replica of the cat-sized marsupial found on some islands off the coast of Western Australia. The Quokka is a detailed, hand-painted figure. Schleich also expands its Dinosaur collection with the newest addition: Giganotosaurus. The dinosaur features a movable jaw. It’s for ages 4–10.

Launching in July, the Horse Club Horse Stable set includes a horse stable, building, farmer, shire mare, shire stallion, duckling, rider, mouse, kitten, and a wheelbarrow.

Skyrocket Toys

New versions of the Pomsies interactive plush pets are here. Pomsies are interactive with two modes of play: Virtual Pet Mode and Freeze Dance Mode. They will tell you when they are happy, sleepy, or hungry with eyes that light up in different colors and sound effects. Pomsies can have up to 50 different reactions with sounds by petting three touch points on their head, nose, and mouth. Nurture your Pomsie long enough to be rewarded with colorful rainbow eyes, purring, and other sounds. Wave three is now available and includes Bubblegum, Winter, and Kiwi. Pomsies Poos (pictured) also expanded the line into miniature sizes. These smaller-sized Pomsies plush come without the electronics features but still have the long wrap-around tail to take and wear. A heart-shaped clasp also attaches to backpacks, clothing, and more.

A new Grumblies launches this spring featuring new effects. Don’t make Grumblies meltdown; push them too far by poking, shaking, and flipping them on their heads and they’ll go into a rumbling seismic meltdown. Each Grumblie has more than 40 sounds and reactions. The Walmart-exclusive Mojo Grumblie features “magical” powers and vibrant blue and yellow hair. The new Grumblies Miniacs are also new this year, offering miniature versions of the Grumblies characters. Grumblies Miniacs are as grumpy as the bigger version with detailed facial expressions and colorful, shapeable hair. Add them as pencil toppers, attach to backpacks, or display on shelves thanks to stackable packaging. There are 12 blind-packaged styles to collect.

February 2019 tfe 109

Spin Master

Lollipets are interactive collectible pets. Hold their favorite treat (included) in front of them and their floppy ears and tails will wiggle as they scamper toward it. You can even use their snack to guide them: hold their treat above to make them hop; behind to make them sprint; or to the side to make them dodge. There are 20 characters to collect from Cake Pop Coast, Lollipop Lake, or Marshmallow Meadow. Add fuzzy, glittery, brightly colored or pastel colored pets to your collection. They are available as single packs and BFF two-packs.

Off The Hook Style Dolls is a new line of small fashion dolls that can be styled from head to toe with six levels of customization. Mix and match their hairstyles, tops, bottoms, and shoes with the hook-together fashions. Then add accessories to complete the look. Collections include the Concert Collection, Summer Vacay Collection, and Spring Dance Collection. It’s for ages 5 and up. Dolls are available as single packs and BFFs packs. With the Off the Hook Style Studio, hang and display fashion pieces on double hanging rods that hold up to five tops and five bottoms. Showcase favorite handbags, sunglasses, and more on the display shelves. It comes with 17 pieces and a small doll.

In Hatchimals Series 5, hatch shimmery seashell-shaped eggs to discover CollEGGtibles Mermal Magic characters that change color when submerged in water. With more than 80 characters to discover, add Mermals (half-Hatchimal, half-mermaid) from Sunshine Surf, Mischief Marsh, and Racing River. They are available as single packs as well as two-packs with nests, four-packs plus bonus, six-pack shell carrying case, and a 12-pack egg carton. Take a ride with the Water Slide Playset. Place your Hatchimal at the top of the super sparkly slide and fill the leaf bucket (included) with water. Pour the water into the tiny acorn (accessory included) and tip it over to start the waterslide. With the Flower Shower Playset, give your muddy HatchiBaby (included) a shower and see its mud spots disappear.

The world of PAW Patrol expands with new themes. For spring, there will be a new assortment of basic plush, figures, and vehicles based on the PAW Patrol Ultimate Rescue theme. For bigger rescues, there’s the Ultimate Rescue Construction Truck, a fully equipped dump truck with Rubble figure included. It features lights and sounds. For mobile missions, detach the mini steam roller and start racing. Attach any other Ultimate Rescue Mini Vehicles (each sold separately), to the Ultimate Construction Truck to stage a mission.

Experience an epic Bakugan transformation: simply roll your Bakugan forward and it will pop open and transform. There are 100 characters to collect in series one. Each set comes equipped with one Bakugan, two BakuCores, and one Character Card. Level up the play with the Ultra set, Baku-storage Case for play on the go, three-pack and five-pack Battle Packs, or the Bakugan Battle Arena.

Steiff

The Soft Cuddly Friends Happy Farm Mini Cowaloo and Mini Piggilee Pig feature soft stuffed bodies for ultimate huggability. Cowaloo features air-brushed details and both characters are hand sewn and hand painted by skilled artisans. Available now at specialty retailers and FAO Schwarz, both are available in a seven-inch and 14-inch size for ages birth and up.

110 tfe February 2019

Toy Fair 2019 SunRights

Sunrights has secured distribution for a third animated Beyblade Burst season as well as new toys and licensing deals for the IP they manage globally outside of Japan.

The third season of the animated series, Beyblade Burst Turbo, launched in the U.S. (Disney XD), Canada (TELETOON) and Australia (9Go!), with other broadcast partners expected to be announced soon. Featuring 51 all-new episodes, it introduces the story of Aiger Akabane, a wild child who grew up surrounded by nature. Inspired by a chance Bey battle with World Champion Valt Aoi, Aiger sets his sights on becoming an invincible Blader with the help of Turbo Bey, Z Achilles.

In support of the series, master toy licensee Hasbro has launched a Beyblade Burst Slingshock line. Switching up how Bladers can battle, the line’s new Slingshock technology sends tops into head-to-head clashes. Activate Slingshock strategy by converting Performance Tips with specially designed rail riding capabilities from Battle Ring Mode to Slingshock Mode.

Sunrights also continues to expand the global catalog of merchandise through new licensing deals. The latest partner to join the lineup of 34 licensees is Goliath Games, which has signed on to develop an interactive Bey Master (working title) board game. Bey Master will have an exclusive retail launch with a retail partner that is soon to be announced.

Super Impulse

Tiny Arcade features new iconic arcade games: Tetris, Pole Position, Rally X and Q*Bert. With a screen size of 1.5-inches and an overall cabinet size measuring 3.75-by-1.5-by-1.5 inches, each Tiny Arcade is a working, miniature version of the original full-size arcade. New titles launch in March.

The new MicroArcade line shrinks arcade classics even smaller—to the compact size of a credit card. Measuring 3.25-by-two-by-.375 inches, MicroArcades fit in your pocket. Series one launches with Pac-Man, Tetris, and an Atari Combo Card including Missile Command and Centipede, plus a bonus surprise game allin-one. Each game comes with a full-color screen, sound effects, and directional control buttons, with a micro-USB charger included. Available this March, the line is for ages 8 and up.

Motion Arcade introduces new motion-activation games as handheld games, featuring Rubik’s Tilt and Tetris Tilt (pictured). Each plays as an electronic screen version controlled by movement. Play Rubik’s Tilt and tilt in the direction you want to turn the cube. Features include sound, various skill levels, and a timer for speed-cubing. Available this June, the line is for ages 8 and up.

The World’s Smallest Super Soaker is based on the best-selling water blasters. The miniature versions are less than four inches in size and each one squirts a dozen shots up to a distance of 25 feet. Featured styles include the iconic Super Soaker 50 and the Super Soaker Barrage. Also new to the line is the World’s Smallest Crocodile Dentist. Or unwrap an experience with World’s Coolest Smooshy Mushy Pets.

The new Barbie Fashion Doll Pens are pens with real hair to brush and style but are equally functional. Hot Wheels Pens are also available, featuring three assorted dragster styles.

February 2019 tfe 111

SwimWays

Part of the SwimWays Swim Steps program, the Baby Spring Float Splash Station is designed to provide a secure first-time water experience for babies. The baby float includes whale and starfish interactive water toys that squirt and spray water. Additional features include a patented inner spring around the outside edge for added stability, removable sun canopy with UPF 50+ sun protection, see-through mesh sides on the canopy, a soft mesh seat with leg holes, a wide base, child safety valves, and dual air chambers for enhanced water security. The baby float also has a mesh sippy cup holder and a reusable carry bag is included for portability. It’s for ages 9–24 months, available at Amazon and Buy Buy Baby.

Huggables are all-new oversized pool floats from SwimWays. The animal-themed floats are pool floats that will “hug” you. Huggables include a built-in cup holder and are available in three variations: Teddy Bear Pool Float, Panda Bear Pool Float, and Sloth Pool Float.

Made for ages 5 and up, all three styles are available at Amazon, Walmart.com, and select Walmart stores, while Bed Bath and Beyond will also offer the Teddy Bear Pool Float.

Blow Up Blasters (pictured) are part novelty inflatables and part water blasters. They inflate to two-feet long. Each has a unique feature. They are available in three styles (Monkey, Space Blaster, and Shark) at Academy and Amazon, for ages 5 and up.

T

Tactic Games

Tactic Games USA will introduce several new games in 2019, adding to its family and children’s games. The new items are led by Doodle Doo, a family action game for ages 6 and up. Doodle Doo asks players to draw through the track of an animal insides while blindfolded. Whenever the pen hits a wall, the journey is over until the next turn.

Each game board animal has two sides of mazes, one easy and one challenging.

The edutainment game, Wonders of the World extends Tactic’s States of the USA and Flags of the World games. It’s for ages 8 and up, for two to six players.

The company will also present new versions of its Alias game line, as well as other new children’s games. These new games join Tactic’s current roster of games, including Alias, iKnow, Word Rush, Jungle Runners, Some Bunny’s Hiding, Emojito, Totem, Touche, We Detectives, 3 Little Pigs, and Colorology, among others.

112 tfe February 2019

Toy Fair 2019 TCG

Tastemakers

Arcade1Up continues to expand its game library to cover the biggest titles of the era spanning all gaming categories. New Arcade1Up cabinets are coming as early as this month, and each cabinet includes multiple games: Final Fight, Space Invaders, Golden Tee, Mortal Kombat, and Karate Champ.

The company also revealed its new line of Counter-cades and Wall-cades featuring fan-favorite titles.

Wall-cades are portable and designed to be hung on a wall or door delivering authentic gameplay and a showpiece that will be the envy of your friends.

Counter-cades are ideal to place on a desk or tabletop to display and play. Both are being introduced to make use of empty space while still providing an authentic arcade experience at home.

Among the new introductions from TCG will be an assortment of 200- and 300-piece Rubik’s puzzles based on the Rubik’s Cube.

The new jigsaw puzzle collection gives iconic images a “Rubikubism” twist. Using an app to create pixel-based artwork that replicates Rubik’s mosaics, the puzzle collection features unique and trademarked square die-cut pieces that when pieced together replicate an image made entirely of Rubik’s Cubes. TCG’s Rubik’s puzzle line consists of eight images, with a 200-piece and 300-piece offering. They’re for ages 14 and up.

The Learning Journey

The Crawl About Bee and Crawl About Butterfly are early learning toys that wobble as they move, have bright lights and play melodies, encouraging children to follow them across the floor.

A simple press on the back and watch them go. Both are for ages 6 months and up, available in March.

For music toys, the Little Music Maracas features two groups of music and two play modes, multi-colored LED lights, handles, auto-off mode, and more. The Little Tunes Tambourine features four play modes with sound effects and melodies, bright light-up buttons, a sturdy handle, auto-off, and more. Both products are for ages 1 and up.

February 2019 tfe 113

Thames & Kosmos

Build gumball machines and learn physics lessons in the process with the Gumball Machine Maker: Super Stunts and Tricks kit for ages 6 and up. A turn of a handle dispenses one gumball at a time out of the clear storage globe and down the track. Create an almost limitless number of different gumball machines thanks to the movable track segments. Each segment of the track teaches a different lesson in mechanical physics, allowing users to explore topics such as simple machines, force, motion, momentum, gravity, Newton’s laws, energy transfer, and more. It’s available this summer.

Adding onto the Oooze Labs line this summer comes the Ooze Labs: UFO Alien Slime Lab and Ooze Labs: Soap & Bath Bomb Lab kits. In the UFO Alien Slime Lab, play a scientist who must use experiments and lab techniques to identify various unidentified “alien” slimes. Set up and employ the lab station and tools to analyze the slimes and determine what they are.

Cut a brain shape out of the slime, stamp the slime with an alien head, and add eyes to the alien slime. Mix up batches of slime using safe, non-toxic materials. Explore the special properties of the slimes including different colors, glittery components, glowing effects, and color-changing effects. In the Soap & Bath Bomb Lab kit, roleplay as a chemist for a bath and body products company. Explore essential chemistry principles while experimenting with bath and body products. The line also offers new collectible mini Ooze Labs Tubes for pint-sized experiments. The kits include Super-Expanding Instant Snow and Glowing Galaxy Slime.

Build a robot that walks up windows and other smooth surfaces. The Air-Walker, available this spring, uses a system of suction cups and pumps to crawl along vertical surfaces, defy gravity, and demonstrate the power of air pressure at work. Build four other models with the same components and learn how suction and mechanical devices can be used in different real-world applications. A 32-page manual guides model building and experiments with step-by-step illustrated instructions.

114 tfe February 2019

TOMY

The Original Doodle Bear from the ’90s is back, refreshed and reimagined. The 14-inch bear is available in two different styles, Fashion and Chef, and each comes with three washable markers. It also works with a compatible app. Decorate, animate, and share Doodle Bear creations with friends, then doodle, wash and doodle again. It’s for ages 3 and up, available this fall.

The Ritzy Rollerz Dance n Dazzle Spa Playset is part of the new collectible vehicle-based line, Ritzy Rollerz. The vehicle spa playset features lights, sounds, and an exclusive Tori TaDa Unicorn on wheels. The playset also includes 30 ritzy charms. The line launches this fall.

TOMY also signed a multi-year licensing agreement with WWE to produce battling toys, starting this year. The line kicks off with the WWE Smash Brawlers Starter Set (pictured), which lets fans go head to head with WWE Smash Brawlers Battle Figures. The controller enhances the battle experience and enables players to fight and dodge.

The Smash Brawlers Battle Figures features 16 characters across all three SKUs. With the WWE Blitz Brawlers, battle as John Cena or AJ Styles. Wear and control the Superstars with the character’s gloves to win the WWE Championship. The line launches this fall.

The John Deere line expands this fall with the Johnny Tractor Big Loader: Apple Orchard Set. It features multiple loading areas and an automated engine that transfers from vehicle to vehicle and back again.

V

Toy Fair 2019 VTech/LeapFrog

VTech enters the robotics category for the first time with Myla the Magical Unicorn.

Made for preschoolers, this interactive friend lets kids customize Myla’s eyes, horn, mane, and wings with a magic brush and color palette. Myla also comes with a microphone that will prompt her to sing. Myla expresses emotion by moving her eyes and head for an interactive experience.

VTech also expands its Kidi line of electronics. The line will include updates to its cameras and smart devices, along with new products including high-tech walkie talkies for kids, a writing journal and KidiStar Dance, which encourages self-expression through a variety of interactive dance and motion games.

The Go! Go! Smart Wheels line adds new features such as movable tracks and updated vehicles. The new Revved Up Stunt Spiral is packed with super stunts including a 360-degree loop and jump ramp, and easily connects to the new Revved Up Raceway with a double launcher, and more stunts, jumps, and obstacle courses. VTech also builds on its Disney Go! Go! Smart Wheels collection with an additional playset.

VTech’s baby, infant, toddler and preschool lines will offer new products designed to engage and encourage little ones. The new Treasure Seekers Pirate Ship lets toddlers explore the toy ship, revealing an interactive playset hidden inside. The Stomp n’ Sing Dino features nine interchangeable tiles that customize the dino’s movements, moods and interactions, letting little ones explore fine motor skills, problem solving, social and emotional skills, and early concepts of coding.

LeapFrog heads to the construction toy aisle with LeapBuilders, a new line of smart building blocks. LeapBuilders let kids bring their projects to life with building blocks merged with interactive, curriculum-based learning. The line is anchored by the LeapBuilders ABC Smart House, featuring more than 60 easy-to-hold pieces, including two play characters, 20 smart blocks, and an interactive electronic unit that brings the blocks to life.

LeapFrog puts a new twist on handheld gaming. Reinventing educational gaming for kids ages 4-7, a new product features four-sided play, light-up controls, multiple games, digital pets, songs, and more. It will also be expandable with additional downloadable games that include physical and digital collectible pets. LeapFrog adds to its LeapStart line with LeapStart Go. This wireless, compact device is compatible with all books in the LeapStart library, offering audio and video features through a built-in LCD display. With more advanced content for older kids, the video enhances learning and reinforces the activity lessons. New titles will also be available in the growing LeapStart library. Complementing its Scoop & Learn Ice Cream Cart, a new collection of LeapFrog infant and preschool toys have everything—including a kitchen sink. The Scrub n’ Play Smart Sink features a faucet that responds with lights and sounds, a soap bottle that teaches counting, and an interactive dishwasher. The Smart Sizzlin’ BBQ Grill teaches colors, numbers, and food facts while encouraging pretend play with a rotisserie that recognizes food.

February 2019 tfe 115

W

Wicked Cool Toys

As master toy licensee for Pokémon, WCT gears up for Detective Pikachu hitting theaters this May. Available at retail locations in worldwide markets (excluding regions in Asia) for 2019, featured items include a new interactive Pokémon Flame Action Charmander and 14-inch Electronic My Partner Pikachu feature plush with sensor technology, a Feature Magikarp with motorized flopping action, Squishy Ditto, and a new vinyl line of four-inch figures based on the game Pokémon Quest. The line is for ages 4 and up.

The Cabbage Patch Kids legacy continues with a new patch of collectible nine-inch Cuties, all-new 11-inch Sing N’ Snuggle Doll that sings and coos when fed her bottle, 11-inch Squeeze N’ Bubbles with real bathtime bubbles, Nine-inch Check Up Time Newborn, Nine-inch Splash N’ Float Newborn with removable swim suit and inflatable swim float, and the Nine-inch Lil’ Surprise Reveal. New items are anticipated for a fall 2019 launch.

The new WWE Real Scale Championship Belts are life-sized and made from the mold of an actual WWE Title Belt. There’s also collectible Mini Diecast WWE Belts. Additional items include the Fan Flair enamel pins and Micro Maniax Figures ready to fight in the Micro Maniax Battle Game On Wrestling Ring. Or fans can create their own WWE atmosphere with the Authentic Scale Ring Stage Pop Ups. Products are due out this fall.

As master toy/collectible partner (excluding blasters) for leading eSports influencer Tyler “Ninja” Blevins, WCT will launch a comprehensive line of play and display collectible figures and emotes, vinyl figures, plush, mystery boxes, roleplay, accessories, games, and vinyl augmented reality figures (LAMO) featuring Ninja that appeal to both kids and collectors.

WCT heads to the games aisle with Hank’s Twisted Challenge for fall. Watch friends and family members twist their bodies into ridiculous positions as they race to move the ball from their mouthpiece to the end of the wacky, twisted wire. It’s for ages 8 and up.

Swarm Squad is a line of real looking bugs that feature realistic movements, textures, speeds, and sizes.

They are made for pulling pranks, collecting, and sharing. There’s four bug species: Wigglers (Cockroaches), Hoppers (Long Horn Beetles), Pushers (Stag Beetles) and Twisters (Trilobite Beetles). They will be sold as single-, double-, and six-packs. There’s also a 10-foot Ricochet Raceway.

Blinger is a new activity line to add gems to hair, clothes, accessories, stationary, and more. Blinger kits and refill packs in varying sizes include high-quality gems in multiple colors. It’s for ages 7 and up.

116 tfe February 2019

Wild Republic

Wild Republic’s new collectible line of Rubber Ducks features 28 unique and detailed ducks such as a zombie duck, mermaid duck, and a unicorn duck.

The ducks float and are mold-free due to the company’s special hole-less design, according to Wild Republic.

Toy Fair 2019 Winning Moves

In the game 13 Dead End Drive, figure out which one of Aunt Agatha’s friends and employees will inherit her loot. Players carefully guard their identities as they wind their way through the 3-D mansion game board. Be aware of the smashing statue, the cranium-crushing chandelier, or the perilous push into the fireplace. There’s three unique ways to win. Made for ages 8 and up, it launched last month.

KOZO is a three-dimensional wooden stacking game that first gained popularity in Asia. Players take turns adding a wooden polycube and balance cube to the structure. Polycubes must stay in the confines of the structure and cannot overlap the center “chimney” area. Players score for each piece placed. It’s for ages 8 and up.

Become a princess in the classic jewelry dress-up game from the ’90s, Pretty Pretty Princess. Players collect a matching color necklace, bracelet, ring, and earrings. The first player to collect all her jewelry and the crown wins. It’s for ages 5 and up.

Wonder Forge

Snuggle up for a calming game made for bedtime, nap time, or any quiet time. In Mickey’s Snuggle Time, help Mickey Mouse, Minnie Mouse, and friends get the farm animals across the soft game board into the barn before the sun goes down. It’s for ages 3 and up, available this August.

Experience JAWS as a tabletop strategy game. In this inspired game, one player menaces the island of Amity as the three-ton great white while the other players go on the hunt as Brody, Hooper, and Quint. There are two phases of gameplay. The two- to four-player game launches this summer, for ages 10 and up.

WowWee

Move to the music with Pinkfong’s Baby Shark Dancing Song Doll. Watch it dance to the “Baby Shark” song, the global sensation with more than two billion views. Tap its head or clap, and watch it move and make sounds. Call its name “Baby Shark” for a unique reaction.

In 2019, get ready to meet the Buttheads: Grim Ripper, Tushi, Robutt, and Brainfart. Buttheads compete cheek-to-cheek across a range of disciplines including Stank Score, Loudness, and Staying Power. Who will take home the coveted Super Roll trophy? Pull their finger for a gross surprise, prank friends and family, and battle friends to a stinky duel.

Expanding the world of Fingerling Untamed comes the Untamed Mad Lab Minis, miniature hybrid creatures created from Untamed DNA. Unveil your DNA samples, extract them from the Geoslime, Biosand, or Terraclay, and then classify the new creature. Mix and match their heads and bodies to create unique characters such as a Wolfasaurus Rex. Fingerlings Foxes also roll out for 2019. Like all Fingerlings, they respond to noise, motion, and touch.

February 2019 tfe 117

Wrebbit

Game of Thrones fans can build their own 3-D puzzle replica of one of the show’s most iconic buildings with the Game of Thrones The Red Keep Wrebbit3D Puzzle. For ages 14 and up, this puzzle has 845 puzzles to keep puzzlers engaged and reliving the excitement of the series.

Also available is the 910-piece Game of Thrones Winterfell Wrebbit3D Puzzle, also for ages 14 and up.

YULU

Y

The Young Scientists Club

The newest Magic School Bus: Rides Again science kit from The Young Scientists Club lets kids explore ocean creatures. Part of the new Exploration Series, the Exploring Oceans kit lets kids as young as 5 explore and learn through hands-on experiments and activities. This includes making a desalination plant, studying different types of salts, making shells bubble, collecting and identifying shells, learning about the included starfish and sand dollars, building a volcano, playing a marine animal matching game, and more.

The kit includes a colorful poster, stickers, eight different kinds of shells, a starfish, and a sand dollar.

Knock friends out of the ring with the new King of the Ring game. Featuring sumo wrestler-themed rolling figures, this game challenges players to launch their characters up into the ring. The goal is to try to get a wrestler to rest in the middle of the ring, which activates a count down timer.

Once one figure is resting in the middle of the ring, the other players rush to knock it out with their figures. The winning player is the one whose sumo figure is resting in the middle of the ring when time runs out. The middle of the ring pops open, raising up the last figure and declaring them the King of the Ring. Available this fall, it will launch as a Target exclusive in the U.S. and a Walmart Canada exclusive.

Available this April, Oops Scoops is a stacking game in which players take turns stacking the ice cream scoops on ‘Oops’ the ice cream cone.

Players compete to build the tallest ice cream tower, but beware, ‘Oops’ the shaking cone, can shiver to make the stacking even more challenging and causing the tower of scoops to topple. Spin the scoop spinner to see how many scoops to add, but don’t let them fall. The last player left wins the scooping showdown.

Pop Pops rolls the addictive qualities of popping bubble wrap, slime, and collectible figures into one toy. The line includes common, rare, super rare, and special edition figures. Pop to reveal and collect. There’s the Pop Pops Pets collection (60 series one pet characters) and the PopPops Snotz (60 series one gross characters contained in gooey green slime). The lines launch this May with new characters and playsets due out for fall.

Yulu also revealed its first fashion doll line, #SnapStars (pictured) last month. For an in-depth on this line, turn back to page 36.

118 tfe February 2019

Toy Fair 2019 Z Zing

Zing’s HyperStrike bow and arrow set (for ages 14 and up) can be used for one-on-one or team-based competition. Designed with low-profile bungee cords, these bows can launch arrows up to 250 feet. Hook the soft foam Zonic Whistle Arrow into the fast-load loops, aim, and fire. HyperStrike bows are available in two patterns, camouflage and carbon fiber. A protective facemask can be purchased separately.

The new Z-Axe game (pictured) allows you to compete with friends in a fun and safe way as you see who can land the Z-Axe onto any flat surface, such as walls or glass. The soft foam Z-Axe is 12-inches tall and can be used indoors and outdoors. It’s for ages 4 and up.

Create stop-motion movies with KlikBots, collectible articulated figures with built-in suction cup feet. With interchangeable pieces, kids can combine the figures or take them apart to create new figures. With the free iOS and Android KlikBot app, kids ages 6 and up can snap individual photos, stitch them together into a video, and then share their creations with #KlikBot on social media.

The new Desktop Sports series is a line of mini sports-based games that can be played anywhere. The lineup includes Flip ‘N Stack Monkeys; Chip Shotz Golfer, a desktop game of golf with magnetized sand trap, trees, and water; and First Strike Fisherman, a magnetic fishing game.

The object of Zing Pong is to bounce balls into the pockets on the pyramid as quickly as possible. If you’re too slow, you’ll have to drink a gross mixture as determined by the ingredients on one of the cards. It’s for ages 6 and up.

Stack, roll, bowl, and race new Rip Rollerz. Choose from monster, dino, insect, hero, villain, mythical, animal, and bot teams. There are 48 blind-packaged characters available in four rarity levels. An animated series will also launch this year.

Zuru

Zuru’s OOSH Cotton Candy & Cotton Candy Cuties Slimes combine sweet-smelling compounds with collectible slow-rise toys. The scented fluffy slimes come in four colors, and there’s a surprise Cutie inside each Cotton Candy Cutie.

With Smashers Series 3: Dino, smash open the egg to find one of more than 100 dinosaur characters inside. Smash the eggs on the ground, wall, or on the Smash Rex playset. Lift up the tail to bite down on the egg, and then press down to smash and pop out the Dino Smashers.

Series two of 5 Surprise still contains five sealed segments for unboxings but with more than 200 new toys to collect. Blue capsules include sticky slime suckers, monsters, glowing figures, and transforming creatures. Pink capsules include unicorn magic, sequin sparkles, stationery, toy pets, and accessories. There are also super rare LED chasers.

Zuru’s X-Shot partners with the world’s number one Fortnite player, Ninja. The X-Shot Ninja blaster lineup will offer customized blasters and unique accessories.

Robo Alive Dragons have realistic designs, lifelike movements, sound effects, and LEDs. Choose from Fire Breathing or Ice Blasting.

With Bunch O Balloons Party, fill, tie, and string up to 40 balloons in 40 seconds.

February 2019 tfe 119

tfe LICENSING INDUSTRY FORUM WOMEN IN TOYS The Forefront of Kids Entertainment:

Talk Digitally and Carry a Big Experience

BY NAZ AMARCHI-CUEVAS

Inspired by the topped downloaded app gaame that started it all, SYBO Games’ SUBSURF consumer lifestyle arm embraces the skate, art, music and dance attributes of the mobile game. Pictured is the brand at the Rock in Lisbon music and entertainment festival.

Naz Amarchi-Cuevas is a WIT member and the chief commercial officer for SYBO Games, bringing strategy, know-how and creativity to SYBO Games and its mobile game phenom Subway Surfers, the most downloaded game in Google Play’s 10-year history.

I

n writing about the state of kids’ entertainment, I immediately consulted with my 14-year-old daughter Inaya who serves as my CIO (Chief Inspirational Officer). Kids entertainment is a big topic, and there’s a lot of layers to it. I’m tackling it from two perspectives: digital entertainment and experience. The two merge on many levels, in which case, the USP for any company is not to determine these dots but rather, to connect them.

Digitally-Speaking Digital media is ingrained in our daily activities, and there’s a lot of blue ocean opportunities in our industry around this category. The latest census issued by Common Sense Media finds that while the overall amount of media use among children is about the same as in past years, how children are using media has shifted considerably. Live TV viewing has decreased more than two-thirds in favor of watching content online, on-demand and streaming via subscription services such as Netflix or Hulu. This doesn’t mean linear TV is no longer relevant, it just means it is being supplemented by its digital counterparts.

When it comes to gaming—whether mobile, computer, or video games—Common Sense Media reports the amount of time has remained

120 tfe Licensing February 2019

tfe LICENSING INDUSTRY FORUM WOMEN IN TOYS steady for years at an average of 25 minutes per day (for kids under 8).

This is far less than they spend watching TV or videos and less than they spend reading or being read to. In my house, I have used Subway Surfers as well as Fortnite to negotiate reading time. Every hour of gameplay equals double the amount of physical book reading. Those Magic Tree House books are in high demand now.

What is most noteworthy though is the huge shift in the number of children who have their own device, whether it be a smartphone or tablet. Ninety-eight percent have a mobile device in the home, compared to 52 percent in 2011 and 75 percent in 2013, according to Common Sense Media.

For my industry peers, this is not breaking news, however looking at sheer numbers is a reminder of where we are, how far we have come, and where we are going next. At SYBO, we looked at the trends and statistics to tailor a new digital experience in SYBOTV, a video streaming, content creation and distribution platform. SYBOTV will be the go-to destination for the Subway Surfers brand universe, offering a one-stop shop and experience for fans, with live game streams, trailers, extensive behindthe-scenes looks, lifestyle content, and a central location and platform for influencers and content creators from across the globe to share their original Subway Surfers content and retail experiences around merchandise.

‘Experience’ Shift Whether it is a mobile game, a physical toy, arts and craft project, or a movie or television show, the feelings and the emotions tied to content are as important as ever.

SYBOTV is one example of how we provide our fans an experience, which is as crucial as the content and product. The 360-degree approach to experience allows for continued storytelling and penetrates all brands no matter the target demographic.

A prime example is live touring events and concerts which bring kids closer to their favorite characters. From longtime and well-loved properties such as PAW Patrol, Peppa Pig, Sesame Street, and The Wiggles, to newcomers such as Rainbow Rangers, these events have a proven track record and provide an optimum experience.

Another example is the new NBA Experience, which is scheduled to open this summer at Walt Disney World, offering guests an immersive experience centered around professional basketball. Mixing entertainment and sports is a trend that we will see even more in the coming year.

Retailers have gotten into the mix, and retail-tainment is on the rise as brands look to connect with consumers in a meaningful way. Who would have thought that online heavyweight retailer Amazon would open a

122 tfe Licensing February 2019

brick-and-mortar store, along with a dozen pop-up stores during a time when traditional physical stores seemed to be on the decline? While this also falls under the “State of Retail,” it’s important to understand that it is also part of kids’ entertainment; visiting one of the new LEGO pop-up stores that opened last year is both an experience and entertaining, and not just for the kids. Retail is not dead but rather mediocre retail experiences are.

We’ve all seen an uptick in experiential-events, especially when it comes to digital properties. Known as IRL (in real life), these events go where the fans already are and allow them to consume the digital brand in a physical way. Last year in the UK, an outdoor laser tag experience let kids battle in real-life Fortnite matches. At SYBO Games, we’ve brought fans a chance to hone agility and parkour skills as they experience Subway Surfers in real size and real life during the Rock in Lisbon music and entertainment festival, an event that draws massive crowds around music, and now gaming. Look out for this upcoming trend of combining these two industries. What better way to wait for your favorite band to come on stage during a long-format music festival than to play digital games in the physical world, as well as participate in eSports arenas right behind the main music stage?

Digital consumption and consumer experience are two trends that have been evolving over the course of several years.

What is also clear is that the on-demand economy is here to stay.

“Across the board in shopping, food and drink, music, dating, social, entertainment, and games, it’s clear that the modern mobile consumer wants what she wants instantly, delivered when and where convenient,” says marketing intelligence startup Singular’s CEO Gadi Eliashiv. “This is a significant shift in our economy, driven by mobile.”

I remain curious to see as well as remain passionate to contribute towards charting the course in the “phygital” entertainment space for young consumers as it expands in 2019 and beyond.

Untitled-1 1

1/23/2019 4:59:09 PM

tfe LICENSING

As Kids’ Content Gets Shorter,

Strategy Gets More Complex

F

BY JENNIFER

LYNCH

red Seibert likens the ongoing state of kids’ entertainment to the 1992 Bruce Springsteen song, “57 Channels (And Nothin’ On).”

“When Bruce first sang that song, we were all shaking our heads, and realizing how true we all thought that was as consumers,” says Seibert, founder of Frederator Networks, chief creative officer of Wow! Unlimited Media, and media entrepreneur. “Now, we have millions of channels out there, and we are still complaining, ‘There’s nothing to watch.’ ‘There’s nothing I want.’ As our choices expand, we become much, much pickier as to what we think is acceptable for our time. Kids are no different.”

Today’s media landscape has opened the doors to a flood of new platforms, channels, and ways for kids to tune into their favorite characters and programs. The formula for content creators used to be fairly straight-forward, but with infinite choices to grab viewers’ attention, every concept requires a from-scratch approach. Today’s content creators no longer need to simply know their audience in terms of creating a storyline. They also need to know their audience in terms of the type of format and platform that works best for where and how they’re watching.

How they are watching is at a quickening rate, says Joan Grasso, senior-vice president licensing, North America, family & brands, eOne, which has historically been very selective yet successful in the preschool programming its chosen to greenlight (Peppa Pig, PJ Masks, upcoming Ricky Zoom). “With the proliferation of multiple content platforms and mobile devices, which are all accessible to young children these days, we’re finding generally that families are consuming content at a much faster rate, and we’re competing for attention against a vast number of other shows,” she says. “A commitment to producing fresh content, therefore, is paramount to maintaining popularity.”

Adds Rich Magallanes, senior vice-president, development and production, Funrise, “There’s an immediacy to grab kid’s attention and then to hold it, nurture it, and grow it with them. It’s exciting because we are being forced to think and re-think of new ways to make something fun and exciting. Kids want to go on a fun ride and venture into new territory – this can come in the form of a new look, interesting designs, diverse characters, and/or overall

124 tfe February 2019

fantastical world-building. The approach is the most precious and significant step. It’s really the seed of the idea and how it grows from there. If the seed is bad, the crop will turn. If good, it’s unlimited potential. The farming is a whole other process.”

The Long and Short of It While shorter isn’t always better, short-form content is proving to lend itself perfectly to the digital era and today’s always on (the go) viewers.

Short-form is now servicing brand owners and content creators in a multitude of manners.

“Short-form content, if launched before the series, helps to gain awareness as well as set up the narrative for the linear series,” says Pete Yoder, vice-president, Cartoon Network Enterprises (CNE), North America.

“We’ve found that using short-form content in conjunction with our linear series helps to tell a more robust storyline to our fans.”

Last year, Fred Rogers Productions launched its first mobile-first series, Through The Woods, on Houghton Mifflin Harcourt’s app, Curious World. The Emmy-winning series featured three-minute episodes with a nature-driven message. “A small order of short-form videos can be a great way to pilot an idea for a show since the financial need is not as large,” says Ellen Doherty, executive in charge of production, Fred Rogers Productions. “Creatively, you get to develop your characters and stories. Then you can test their appeal ‘in the wild’ on services like YouTube and Curious World. It’s like a really big focus group.”

One Animation is another company whose experimentation with different formats has paid off. The company started with snackable one-minute shorts before moving to seven-minute episodes, then 22-minute specials and a mobile game for OddBods, its non-dialogue preschool series. “Each format has a very specific platform in mind,” says Sashim Parmanand, CEO One Animation. “This strategy has been paying great dividends; our broadcast footprint expanded by 70 percent [in 2018] to 60 broadcasters, SVOD/VOD, and OTT platforms, whilst our YouTube views have exceeded seven billion to date.”

For established brands, short-form can serve as another means to bolster characters and storylines. Wildbrain, for instance, has become a goto partner for many to develop shorts and manage their brands’ YouTube channels, from classics such as King Features Syndicate’s Popeye to toy

Target’s Top Toy for Holiday 2018!

Seasons 1 & 2 Available on Netflix 51 x 22’ Now Airing on Disney XD ©Hiro Morita, BBBProject, TV TOKYO

FOLLOW US AT:

www.beyblade.com

@officialbeyblade

@beyblade_burst

officialbeyblade

Beyblade Burst Official

Untitled-1 1

CONTACT: Natasha Khavin Gross TV Sales and Licensing Director natasha.gross@sunrights-inc.com 1/23/2019 4:35:45 PM

tfe LICENSING

brands such as Just Play’s Hairdorables and RedwoodVentures’ Smooshy Mushy.

For Mattel, YouTube has been a powerful tool to hone its brands’ messaging, such as in the Barbie Vlogs series. “We have established a consistent girl empowerment message for Barbie that resonates with kids, but also allows parents to understand the purpose of the brand,” says Lisa McKnight, senior vice-president and general manager of Barbie. “The No. 1 request we hear from kids is that they want to talk with Barbie, so when you combine that with the fact that we are the No. 1 girls brand on YouTube, we have a powerful platform to showcase empowering stories in a relatable way through their favorite character. Barbie Vlogger showcases teachable moments that highlight Barbie as a relatable role model and shatters the brand’s dated image by tackling topics such as ‘Sorry Reflex’ and ‘Feeling Blue.’”

Moreover, short-form content is no longer just a supplement to traditional linear programming but stand-alone programming that garners sometimes even more of an audience all on its own. Look no further for this than the success of today’s rising social influencers. Cross-platform children’s media company pocket.watch, for example, worked with leading YouTube channel Ryan ToysReview, to launch the Ryan’s World consumer product program that’s garnered more than 40 partners. The toy line, which launched exclusively at Walmart last fall, went on to be named to multiple holiday toy lists for 2018.

“I think the variety and flexibility in length and format as well as total creative freedom offered by the platform is very exciting and appealing,” says Stone Newman, CRO of pocket. watch. “Brands can launch digitally first especially when associated with some of the largest YouTube creators on the planet.”

126 tfe February 2019

Opportunities in Edutainment As more parents and kids turn to YouTube, one area that continues to grow no matter the platform is edutainment. Sesame, which celebrates its 50th anniversary this year, perfectly illustrates this idea—no matter the platform or channel it’s on.

Today, some of the most subscribed to kids’ channels on YouTube are those with an educational bend. As of the writing of this article, the Indian edutainment company ChuChu TV’s family of channels has more than 33 million subscribers with more than 21 billion views (the company signed Moose Toys as its global toy partner last fall), while Cocomelon—Nursery Rhymes (formerly ABCkidTV) topped Tubular Labs monthly charts for November and December 2018, amassing 34.5 million subscribers. To put that into perspective, Ryan ToysReview has just under 18 million subscribers.

YouTube itself is also investing more heavily in this segment, reporting last fall a $20 million

investment into YouTube Learning, an initiative that supplies grants and promotes creators and organizations making education-focused content on YouTube.

Creative Freedom?

While cord-cutting has given viewers more control over their content, it’s also given content creators more freedom over the lengths and types of content they create.

Perhaps most indicative of this is where the largest names in kids’ programming are choosing to create. Chris Nee (creator and EP of Doc McStuffins and EP of Vampirina), for example, announced an exclusive multi-year overall deal with Netflix to write and produce new animated and live action series for preschool and all audiences. Of the deal, Nee was quoted, “The beauty of Netflix is that they don’t define me by what I’ve done in the past, but by who they think I can be in the future. I love that they don’t believe in boxes but rather encourage creators to dream big and swing for the fences creatively.”

Likewise, pocket.watch has teamed up with cartoon creator Butch Hartman (Fairly Oddparents) to develop three series. The former president of Nickelodeon Entertainment, Albie Hecht also serves as chief creative officer.

Seibert attributes these changes for content creators, however, less to the flexible formatting and more so to ability to think differently about the audiences for whom they are creating.

“From theatrical to broadcast to cable to YouTube to streaming, every one of those technological advances changed the audience composition, and it changes the audience expectation,” says Seibert. “You find yourself in an environment that allows you to think about that audience in a more focused way, and that leads to incredible creative breakthroughs for creative people.”

®

Untitled-1 1

1/23/2019 4:20:46 PM

HASBRO WARWICK BRENNER,VP OF EMEA CONSUMER PRODUCTS Hasbro hired Warwick Brenner as vice-president, EMEA consumer products. Brenner will be based out of Hasbro’s Stockley Park office in the UK. Brenner most recently held the position of vice-president, consumer products and retail, EMEA and ANZ, at WWE. There, he led the company’s consumer products. Prior, he led consumer products and business development initiatives at DreamWorks Animation SKG, The Licensing Company, and The Walt Disney Company.

KIDKRAFT GEOFF WALKER, PRESIDENT & CEO KidKraft has named Geoff Walker, a veteran toy industry leader with more than 20 years of experience, as president and chief executive officer. Walker will also serve as a member of the company’s board of directors.

Walker is a former Mattel executive whose career includes global leadership with management positions across the U.S. and Europe and overseeing the growth in multiple global brands such as Hot Wheels and Fisher-Price. His experience will support KidKraft’s growth as the company further expands internationally.

MOONBUG ANDY YEATMAN, HEAD OF AMERICAS Moonbug named Andy Yeatman, former Netflix executive and director of kids and family content, as head of the Americas. Yeatman will oversee the already established Americas-based business and will focus on furthering operations and growth into the American market.

He will lead creative, production, and commercial teams and identify and onboard future acquisitions as part of its rapid expansion in North America. Yeatman founded and led Netflix’s Kids’ Content department, which grew from just two originals in 2014 to 40 in 2017. He also led Netflix’s kids and family programming strategy and acquisitions, globally.

128 tfe February 2019

JAKKS PACIFIC ANNOUNCES STRATEGIC REORGANIZATION FOR GROWTH Jakks Pacific announced a strategic reorganization that highlights the company’s growth initiatives.

Dan Cooney Jr., Jakks Pacific’s senior vice-president of sales for Toys “R” Us and Amazon for the past 10 years, will assume additional responsibility for all of Jakks’ consumer products internationally as executive vice-president, international division. Cooney has played a critical role in optimizing the digital merchandising experience and modernized the forecasting process, which has resulted in double-digit natural growth in the U.S. for the company. Cooney is a second generation marketing and sales executive with more than 20 years of toy industry experience.

Tara Hefter, who has served as Jakks’ senior vice-president of global licensing since 2010, is now executive vice-president and general manager of Disguise, Jakks’ Halloween costume division. In her current role, Hefter has successfully directed the global licensing expansion of Jakks and Disguise, forging licensing, marketing, and retail partnerships with leading entertainment properties worldwide.

Virginia Reneau rejoins Jakks Pacific as vice-president of global licensing. Reneau brings with her vast experience in new business development, portfolio management, business affairs, and contract negotiations.

Carmine Russo, president, international division, and Joe Anton, president, Disguise, will retire this year.

NICKELODEON PAUL DEBENEDITTIS, EVP, PROGRAMMING

Nickelodeon has named Paul DeBenedittis to the role of executive vice-president of programming and content strategy.

DeBenedittis will lead the content and programming strategies, partnerships, acquisitions, and media planning for Nickelodeon, Nick Jr., Nicktoons, and TeenNick on platforms including linear television, digital, branded apps, VOD channels, DTO, and wireless. He will also work with Nickelodeon’s global channels to support worldwide programming and content strategy.

DeBenedittis was most recently senior vice-president of programming strategy for Disney Channels Worldwide, where he led the planning, scheduling, acquisitions, and co-production teams in the U.S.

O

ST

WA N

T E

D

M

2019 EVENTS & AWARDS 2019

2019

TO

Y LIS

T

Our one-day TTPM showcases give exhibitors the opportunity to showcase products in front of key media, encompassing print, broadcast, and online news outlets as well as top social media influencers and YouTube stars. The TTPM editorial team also unveils its coveted Most Wanted Lists for spring and holiday, along with their predictions of the hottest trends and properties for each season.

SPRING SHOWCASE

For consideration in our Most Wanted Lists, please submit product for review by the following dates:

April 25 10 a.m.–3 p.m.

Metropolitan West 639 W 46th St, New York, NY

—April 1 for Spring 2019 —September 1 for Holiday 2019

HOLIDAY SHOWCASE

The TTPM Pet Product Awards are also announced during the Holiday Showcase.

September 12 10 a.m.-2:30 p.m.

Metropolitan Pavilion 125 W 18th St, New York, NY The third annual Best of Baby Awards will be announced on Wednesday, June 12, 2019.

For consideration in our Best of Baby Awards, please submit product for review by May 1.

TO RESERVE YOUR SPACE AT THE NEXT TTPM SHOWCASE, CONTACT Bob Glaser 646.763.8720 bob@ttpm.com

Donna Moore 646.763.8718 donna@ttpm.com

Kim Anthony Jones 646.763.8721 kimanthony@ttpm.com

2019

2019

2019

tfe

CALENDAR OF EVENTS

/MARCH

/MAY

3–6 Australian Toy, Hobby & Licensing Fair

Melbourne Convention Center

10–12

12–14

Melbourne • austoy.com.au

ToyFest West

South Point Hotel Las Vegas • toyfestwest.com

The London Book Fair

Olympia London

London • londonbookfair.co.uk

12–14 Licensing World Russia

International Exhibition Center Crocus Expo

Moscow • licensingworld.ru

15–17 SXSW Gaming Expo

Austin Convention Center

Austin • gaming.sxsw.com

21–24 Global Pet Expo

Orange County Convention Center

Orlando • globalpetexpo.org

21–24 Halloween & Attractions Show

America’s Center

St. Louis • haashow.com

28–31 PAX East

Boston Convention & Exhibition Center

Boston • east.paxsite.com

/APRIL

1–4

Bologna Children’s Book Fair

Bologna Fair Center

3–4

Bologna, Italy • bookfair.bolognafiere.it

6–10

Paris • forumlicence.kacachok.com

8–11

High Point • highpointmarket.org

Kazachok Licensing Forum

Paris Event Center High Point Market

Oak Hollow Mall MIPTV

Palais des Festivals

Cannes, France • miptv.com

10–13 JPMA Baby Show

Orange County Convention Center

Orlando • jpmashow.org

25 TTPM Spring Showcase

Metropolitan West

New York City • anbmedia.com/showcases

27–30 Hong Kong Gifts & Premium Fair

Hong Kong Convention Center

Hong Kong • hktdc.com

30–5/2 All Baby & Child Conference

Grand Sierra Resort & Casino

Reno • allbabyandchildsec.com

130 tfe February 2019

18–19 New York Baby Show

Pier 94

New York City • newyorkbabyshow.com

29–31 Book Expo America

Javits Center

New York City • bookexpoamerica.com

/JUNE

1–2 Book Con

Javits Center

4–6

New York City • thebookcon.com

Las Vegas •licensingexpo.com

Licensing International Expo

Mandalay Bay Convention Center

9–12

ASTRA Marketplace & Academy

David L. Lawrence Convention Center

Pittsburgh •astramarketplace.com

11–13 E3

Los Angeles Convention Center

Los Angeles • e3expo.com

11–13 CES Asia

Shanghai New International Exhibition Centre

Shanghai • cesasia.cn

/JULY

18–21 Comic-Con International

San Diego Convention Center

San Diego • comic-con.org

/AUGUST

24–25 Chicago Baby Show

Navy Pier

Chicago • chicagobabyshow.com

/SEPTEMBER

3–6 Licensing Expo Japan 2019

Tokyo Big Sight

Tokyo • licensingexpojapan.com

28 TTPM Holiday Showcase

Metropolitan Pavilion

New York City • anbmedia.com/showcases

/OCTOBER

1–3 Brand Licensing Europe

ExCel London

London • brandlicensing.eu

OLD & NEW, COMING SOON!

zuki

Ka 1996

©1996 Kazuki Takahashi ©2017 NAS • TV TOKYO

©

ashi

h Taka

Jennifer Coleman • jcoleman@4kmedia.com • +1.212.590.2120 yugioh.com

Untitled-1 1

1/18/2019 3:13:20 PM

Untitled-1 1 Hasbro_Gaming_2019_NYTF_Toy_and_Ent_magazine_back_cover.indd 1

1/23/2019 4:28:40 PM 1/22/19 12:48 PM