TFE/TFE Licensing, February 2021 by aNb Media

toys & family entertainment

bring NEW Harry Potter™ toys to fans around the world

Hermione Granger

The Magic Begins

THIS FALL

LEBANON JUNCTION, KY PERMIT NO. 499

PAID

WIZARDING WORLD characters, names and related indicia are © & ™ Warner Bros. Entertainment Inc. WB SHIELD: © & ™ WBEI. Publishing Rights © JKR. (s20) SPIN MASTER and SPIN MASTER logo: © & TM Spin Master Ltd.

PRSRT PAID U.S. POSTAGE

Spin Master™ will introduce an expansive toy line including a small doll world of Magical Minis™, beautifully stylized fashion dolls, interactive Enchanting Hedwig™, Spellbinding Wands, talking Sorting Hat and more! WIZARDING WORLD characters, names and related indicia are © & ™ Warner Bros. Entertainment Inc. WB SHIELD: © & ™ WBEI. Publishing Rights © JKR. (s20)

tfe toys oys ys & family family entertainment

Bleed Area- Any colors, logos or images you wish to run to the edge of the page must extend 1/8-inch beyond the trim line on all sides that bleed. Dimensions: 9.25” x 11.125”

Trim Area-- These are the dimensions of the final page as it will appear after it is cut/trimmed. Dimensions: 9” x 10.875”

Safe Area-- All essential text, images, and logos should be kept at least 1/8-inch within the trim line to ensure it will not be cut off. Do not place any important items beyond this area. Dimensions: 8.75” x 10.625”

NOTE: aNb Media accepts only digital files for publication. All images, support, and font files must be included when the ad is submitted. Images for print must have a resolution of at least 300 dpi and be in CMYK mode. Files can be posted to our FTP site. Contact sales representative for FTP access. Please email a low-res jpeg as of the print proof with your files to your sales representative. Before submitting an ad, advertisers MUST speak with a sales representative.

Bleed Area- Any colors, logos or images you wish to run to the edge of the page must extend 1/8-inch beyond the trim line on all sides that bleed. Dimensions: 9.25” x 11.125”

Trim Area-- These are the dimensions of the final page as it will appear after it is cut/trimmed. Dimensions: 9” x 10.875”

Safe Area- All essential text, images, and logos should be kept at least 1/8-inch within the trim line to ensure it will not be cut off. Do not place any important items beyond this area. Dimensions: 8.75” x 10.625”

1 2

Contents · Feb. 2021 Vol. 16 · No. 1

Featured Content

Departments

Company Profile: Maccabi Art

8 Observations and Opinions

Toy Family Series: The Scott Family Mary Couzin

Trending

Toy Companies Weigh In: 1P vs. 3P Victoria Sheridan

Industry News

No Small Feat: How Small, Specialty, & Independent Toy Companies Survived 2020 Victoria Sheridan

Industry Forum Women In Toys

Industry Forum Design Edge

38:

2021 New and Upcoming Product

Brand Profile: Beyblade

Industry Forum The Toy Coach

Brand Profile: Love, Diana

Licensing Preview

On this Page 1. LA Lakers Youth 3D Ball Backpack, Maccabi Art 2. Love Diana, Style Me Diana, Headstart

24 3

Industry Forum ASTRA

Industry Forum The Toy Association

You're Hired

On the Cover Beyblade Burst Surge See Brand Profile: Beyblade, page 62

3. BriteBrush Elmo, WowWee 6 tfe February 2021

TFE_ToC.indd 6

2/9/21 8:31 PM

tfe Observations & Opinions

aNbMedia.com

What a Year BY BOB GLASER Here we are, 11 months removed from when the U.S. essentially shut down due to COVID-19. Here we are in mid February and not gathering in New York for Toy Fair. While I’ve seen so many business associates and industry friends on Zoom, I do miss the energy, excitement, and camaraderie of an in-person trade show. Especially one as big as Toy Fair. Hopefully this time next year we will once again be gathering in New York. How does one make sense of the 2020 toy year? When the country BOB GLASER, PUBLISHER first shut down 11 months ago, the collective gasp resonated through the toy aisle; yet recently the NPD Group stated toy sales were up 16% year over year. An increase of $3.5 billion dollars. Since Wal-Mart and Target carry groceries, they were better positioned to handle the pandemic. Consumers were already in the store for everyday essentials like food, so they could shop the toy aisle as well. Not being comfortable leaving the house, or in some states not permitted to for specific periods of time, online retailers, specifically Amazon, experienced a huge increase in sales and new customers as well. If you didn’t have an online presence as a retailer, specifically independent toy stores, hobby stores, and other such retailers, it was a very challenging year to say the least. Independent toy store owners, like many other retailers, offered online ordering with curbside pick-up. Some toy store owners I have spoken with were even making daily deliveries to customers. Anything to survive. As we know, specific product categories performed very well in 2020. Manufacturers of activity kits, board games, puzzles, outdoor products, dolls, and construction sets among others couldn’t keep up with the demand at retail for product (one of the favorite activities in our house has been adult coloring books). Not every product category experienced huge increases in sales though. The action figure category for instance, with no theatrical releases, took a hit. Studios have been hurt by the inability of people to go to a theater and see a movie. How great would it be right now to go to a movie theater, buy a big bucket of popcorn, and escape reality for two hours? It remains to be seen whether 2021 will be the “return to normal,” or if 2020 was start of a new era for the industry. Either way, the roller coaster ride of the coming year has begun. Make sure your seatbelt is tightly fastened Be safe and healthy.

February 2021 · Volume 16, No. 1 Publisher Bob Glaser Bob@TTPM.com Vice President, Advertising & Sales Donna Moore Donna@TTPM.com Advertising Manager Graham Windus Graham@TTPM.com Controller Mary Grogan Mary@TTPM.com Editor in Chief Jim Silver Jim@TTPM.com Editorial Manager Victoria Sheridan Victoria@TTPM.com Web Developer Brendan Sanabria Brendan@TTPM.com Contributors Janice Ross; Matthew Nuccio; Azhelle Wade; Sue Warfield; Kristin Morency Goldman; Mary Couzin Interested in a subscription? Contact Mary Grogan at Mary@ TTPM.com. aNb Media, Inc. 149, W. 36th St., 10th Floor, New York, NY, 10018 · Phone: (646) 763-8710 · Fax: (646) 763-8727 Toys & Family Entertainment (TFE) is published three times per year by aNb Media. Copyright 2020 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 edtiors, contributing writers, or solicited or unsolicited documents are not necessarily those of management

8 tfe February 2021

TFE_BobsPage.indd 8

2/9/21 8:10 PM

ash. W . e l d o Do in! a g a e l d Do o

The Original Doodle Bear is back!

Draw, stencil and doodle to decorate your bear. When you are ready to start the fun again, just toss it in the washing machine and it comes out like new.

y 25th Anniversar

Unicorn

Fashion Bear

Decorate. Animate. Share!

The free Doodle Bear Studio App brings your Doodle Bear friend to life!

What’s Trending? These trending lists are based on 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 February 7, 2021.

Top 10 Trending Toys

Spy Ninja Sets Playmates Toys Pictionary Air Mattel

Top 3 Trending Pet

FurReal Ricky the Trick-Lovin' Pup Hasbro

Pup Rug Paw.com

Minecraft Figures Mattel Flushin' Frenzy Mattel Dr. Pimple Popper Pimple Pete Game Spin Master Squeakee the Balloon Dog Moose Toys Star Wars The Child Animatronic Edition Hasbro

Deluxe Crystal Litter Box System Petsafe

Top 5 Trending Baby Pria 3-in-1 Convertible Car Seat Maxi-Cosi Infant-to-Toddler Rocker Fisher-Price

Pawsh Shag Donut Cuddler and Nap Mat Plus Sentiments

Urban Bundleme JJ Cole

Squishmallows Kellytoy

2-in-1 Soothe 'n Play Glider Plus Fisher-Price

CoCoMelon Musical Bedtime JJ Doll Jazwares

Pop Yum 9-ounce Baby Bottle Pop Yum LLC

10 tfe February 2021

TFE_Trending.indd 10

2/8/21 4:28 PM

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

LaRose Industries Acquires Arts, Crafts, Stationery Business from Mattel LaRose Industries, LLC, d/b/a Cra-Z-Art, a prime manufacturer and global leader in classic toy, arts and crafts kits, puzzles, and school supplies, announced the acquisition of the Arts, Crafts, Stationery (AST) business from Mattel. This includes the popular RoseArt and Rose Moon brands and the rights to produce and sell all associated products including premium USA Gold and USA Titanium pencils, and Scribble Stuff that will anchor the new writing instrument division. Other items include iconic brands such as Fun Dough and Fuzzy Posters. The agreement also includes the Rose Moon factory in Lewisburg, Tennessee, America’s largest pencil factory. The production facility will help LaRose’s goal of significantly increasing production of goods made in the U.S.A. RoseArt was founded in 1923 by Isidor Rosen and eventually led by Lawrence Rosen, the third generation of the family. The company was sold to Mega Bloks in 2005. Mega Bloks was subsequently purchased by Mattel. After leading the sale of his family’s toy company, Rosen started Cra-Z-Art. The company produces and globally markets items such as Arts and Craft kits, Kodak Jigsaw Puzzles, Art Supplies, Cra-Z-Loom, Softee Dough, The Real Cotton Candy Maker, Shimmer and Sparkle Girls Activity Kits, Disney arts and crafts, and Nickelodeon compounds. The company recently opened a sales office in England to support increased international growth.

NPD Group Unveils 2020 Top-Selling Toys and Properties The NPD Group named Mattel’s Barbie brand as the 2020 Global Top Toy Property of the Year, as well as Mattel’s Hot Wheels Singles 1/64 Assortment as the Global Top-Selling Toy of the Year. The NPD Group also recognized LEGO as the Global Top Toy Manufacturer of the Year. In the United States, NPD also announced the Barbie Dreamhouse as the Top-Selling Toy of the Year. MGA Entertainment’s L.O.L. Surprise earned Top Toy Property of the Year in the United States. Other toys and games NPD recognized as top-selling in their repsective categories were: Hasbro’s Beyblade Hypersphere (action figures and accessories); Spin Master’s Kinetic Sand Sandisfying Set (arts and crafts); LEGO’s Super Mario Brothers Adventures Starter Course (building set); Mattel’s Barbie Dreamhouse (dolls); ZURU’s 5 Surprise Mini Brands Mystery Pack (explorative and other toys); Mattel’s UNO Card Game Assortment (games and puzzles); Mattel’s Laugh & Learn Smart Stages Puppy & Sis Assortment (infant, toddler, and preschool toys); ZURU’s Bunch O Balloons ThreePack (outdoor and sports toys); Mattel’s Star Wars The Mandalorian The Child Vinyl Head Plush 11-inch (plush); Mattel’s Hot Wheels Singles 1:64 Assortment (vehicles); and Vtech’s Kidizoom Smartwatch (youth electronics). 12 tfe February 2021

TFE_News.indd 12

2/9/21 7:59 PM

‘Making It In the Toy Indsutry’ Podcast Launches Season 2 Making It In The Toy Industry, a podcast dedicated to helping aspiring toy people bring their ideas to life hosted by Azhelle Wade (a.k.a. The Toy Coach), announced the release of its second season. With already over 50 episodes, the new season continues to explore the toy industry with mini toy master classes, step-by-step advice, and interviews with fellow toy industry leaders, inventors, and entrepreneurs. The 2021 season lineup includes toy industry guests such as Dr. Lisa, creator of the Fresh Dolls, and Eric Slauson, creator of Tattoo Stories, while solo episodes touch on topics such as ‘ Five Myths About Being a Toy Designer,’ ‘How to Avoid Missteps in Manufacturing,’ and more. New episodes are released every Wednesday. The Making It In The Toy Industry Podcast first launched in January 2020, with a first season line-up that included toy designer Cas Holman as seen on Netflix’s Abstract: The Art Of Design, Pictionary creator Rob Angel, and Silly Sparkles the Clown who taught listeners how to keep kids engaged. Past episodes have explored topics including “Unlocking Your Great Toy Ideas,” “The Ripple Effect of Racial Bias in the Toy Industry,” and “What It Takes to be a Successful and Happy Toy Entrepreneur.”

STEAM Toy Resource Published by The Toy Association The Toy Association released a “STEAM Toy Assessment Framework,” providing a definitive answer with a three-step model and clearly defined rating criteria with learning goals for five distinct age groups. The report was created in collaboration with Dr. Amanda Gummer, CEO & founder of the Good Play Guide. Companies can use the report’s worksheet to assess if their toys and games meet standards such as: 1) Is the toy fun to play with, accessible, inclusive, and does it have good play value? 2) Does the toy have all six key attributes (active involvement, real-world relevance, logical thinking, arts, free exploration, and supports step-by-step learning) that should underlie a STEAM toy? 3) Does the toy support one or more learning goals in at least two key subjects, such as science and technology? The full report is available on The Toy Association website.

TFE_News.indd 13

February 2021

tfe 13

2/9/21 8:00 PM

INDUSTRY FORUM WOMEN IN TOYS

Women in Business:

Best Strategies to Survive and Thrive in the Pandemic and Beyond BY Janice

Ross

Between juggling work-at-home schedules to the demands of being a mom,

for me are 1) Importance of time and structured days. Between morn-

job loss since the start of the pandemic. In September 2020 alone, 865,000

evenings aligned around homework plans, there’s very little time left for me

women, particularly mothers, have been disproportionately impacted by

women dropped out of the workforce, compared to 216,000 men — and one in four women is considering either leaving the workforce or reducing their work hours. But unemployment is just part of the story. Illness, sick kids or

parents, home-schooling and lack of daycare more fully paint the picture of why women have been hit harder.

I recently sat down for a screen-side chat with Amy Thompson, EVP and

Chief People Officer at Mattel. We talked about what women — and what

companies — can do to make sure 2021 doesn’t become the year we undo all the work we’ve done to close the gender gap. Here are some of Amy’s key

takeaways. If you’d like to hear the whole conversation, check it out in the WIT Webinar archives at womenintoys.com.

JANICE: How Has COVID impacted you personally?

AMY: COVID has of course brought strain and challenges, but I’ve

experienced some incredible personal learnings and insights along the way.

With three kids at home, spanning high school to middle school to elementary school, we’ve got a full house at the Thompson’s. Some personal takeaways

ings spent setting up for the day and school schedules, and afternoons and

— especially in the mornings and evenings. So as a practice, I block out time mid-day to either work out, take a walk, center my thoughts and intentions.

This is truly uninterrupted time, just for me. 2) Deeper connections with my

kids. With sports, sleepovers and birthday parties on hold, there’s more time

for conversation. It’s been especially important since this is such a formative stage at their ages and in their lives, as they’re processing the news, social

media, environmental debate, and forming their own opinions on these issues. It’s been uplifting to engage with them on a deeper level. Maintaining those

connections is something I intend to carry forward with our family, whenever

we return to the new normal. 3) More time at home created a “reset moment.” Life is less transactional than it used to be. There’s more time and space for

personal and home goals. But at the same, I think we’ve had to personally do a reset on what can be accomplished. I’ve learned to appreciate what I call micro-goals, and really just focusing on one or two things at a time. These simple practices have had a big impact on my overall outlook and general

wellness. I’m also focused more on healthy coping strategies. I now make it

14 tfe February 2021

TFE_WIT.indd 14

2/9/21 8:57 PM

a daily habit to do one nurturing thing a day. It could be a workout, a facial,

health & wellness, and parenting, but peer groups and mental health resources

out time for that one thing has helped me rebalance work and home, and all

also be very helpful.

reading — the point is to build stamina and help me rebalance. Just by carving the roles we play in our lives.

(like Headspace) and counselors through your company’s EAP program can 3) Supporting working PARENTS: Essentially, parents have needed to

J: There really is a blurring of lines between home and work. How are you

recreate the structure that happens in the classroom at home. I don’t think we

A: This has been our focus at Mattel over the past year. For me personal-

parents, and especially women, over the past year. More often, the parent

and other leaders at Mattel balancing it for yourselves and for your teams? ly, and for all HR leaders across all companies, 2020 presented a series of

unprecedented, redefining moments — from COVID and ensuring our global

workforce was protected from a health and safety perspective, to Black Lives

Matter and ensuring that the company was elevating important social injustice conversations and taking meaningful action, to supporting the business

through massive disruption. The role of HR was not only critical, but we

needed to adapt, lead and reprioritize in ways that were progressive, strategic, and thoughtful.

At Mattel, we support our employees and their families in three specific

areas: 1) Health and Wellness — For YOU. Focusing on the individual, we’ve taken a mindful approach to working remotely and the importance of flexibility. This has been the most important action we’ve taken — just recognizing

can underestimate the extraordinary demand that’s been placed on working

responsibility falls on the mom, and is often referred to as the “double-shift.”

Studies and articles shared in the media cite that the “dropout” rate for women mid-career is due to feeling pressured to work more, burned out and exhausted. So, what can we do about it? Here are some of the things we’re doing at Mattel.

a. Offer Flexible Schedules and Leaves. Above all else, this is the most

impactful gesture a company can make. Allowing working moms especially, to set a schedule that works for them and their families, goes a long way to

create balance and retention, and avoid “dropout.” By offering flexibility and remote working options, we’re seeing great returns. Employees have never been more engaged, more productive, and for us, it’s working really well. b. Parenting Resources. As I mentioned, we provide a host of tips, tools

that the 8-5 workday has evaporated, and employees need flexibility in their

and resources for parenting. One of our designers at Mattel hosted a virtual

their body. We know that exercise reduces fatigue and tension, especially

resources and provide a productive hour for parents, while keeping their child

day. We empower employees to break up their workday and find time to move when you’re in Zoom meetings all day. We encourage employees to take time

off, to take a real lunch break, or to take “walking meetings,” which have been

art and drawing class for toddlers. It was a great way to leverage our internal engaged in a fun and creative activity.

c. Offer Parents Groups and Employee Resource Groups (ERGs). We have

very popular. Introducing additional ways to incorporate health and wellness

many ERGs at Mattel, but two in particular — our Parents Group and Women

2) Taking Care of Your TEAM. Recognizing that wellness is both physical

have been highly influential in recommending policy and program changes to

into the workday has also been a priority for us.

and mental, we work with managers to make sure they’re not only promoting flexibility work schedules within their teams, but also equipping manag-

ers with the tools and resources to support mental health in the workplace.

Through our poll surveys, we’ve found there’s a direct correlation between

retention and well-being; happier employees are more optimistic, more motivated, and they tend to stay with the company longer. There are four actions

of Mattel — have been the most helpful during this time. These communities

help us drive a more progressive work environment and more support for our working parents and women at Mattel. I encourage all companies to create

forums like these. It’s really helpful feedback that we use to inform our efforts to retain and grow talent while we’re balancing the new challenges that come with a remote work environment.

J: To wrap up, what are some takeaways that can help all of us in both our

that leaders can take to support their teams:

personal and professional lives?

OK. The role of the leader is to create a culture of psychological safety. Create

Just as businesses have needed to reimagine growth and how they operate in

manager about where they’re experiencing challenges.

and what we let go of. With all challenges come opportunity. During the most

a. Burnout: Normalize the Experience. Acknowledge that it’s OK not to be

the space and environment where employees feel comfortable talking to their

b. Role-model Healthy Behaviors. We found that when leaders start sharing

more openly about how they’re coping and how they’re balancing work/

home life, it not only helps to build camaraderie and trust on a team, but also provides examples that employees can practice themselves.

c. Listen and Lead with Empathy. This has been a primary focus for us at

Mattel. The simple gesture of just asking, How can I help? It opens conversa-

tion and creates an even playing field where the employee feels that it’s OK to talk about what’s going on in their life, that they have a manager who’s there for them, not only to help them grow in their career, but also to help them

A: For me, there are three key takeaways: 1) Mindset Shift - PERSONAL.

our new reality, we too have to pivot our mental frame to what we focus on

trying times, I try to isolate my thoughts to focus on what the universe is pre-

senting to me right now, how do I capitalize on this moment, what good can I do for others, and what I can learn from this experience.

2) Work/Life Shift - PROFESSIONAL .Try and test new methods, from daily

schedules to walking meetings. Define what works best for you to help you

achieve balance. Talk to your boss and your team; people around you want to

support you. The more they know, the more they can do to set you up for success. This is also a great way to role model healthy behaviors for your team.

3) LIFE EACH OTHER UP! Practice compassion. listen with empathy, and

grow as an individual.

support one another. Life can be tough, these times are uncertain. So the more

and tips that we share with our employees, specifically on working remotely,

stronger together.

d. Leverage Your Resources. There are many actionable resources, tools

TFE_WIT.indd 15

we can lift each other up and support each other, we’ll come through this

February 2021 tfe 15

2/9/21 8:57 PM

INDUSTRY FORUM DESIGN EDGE

Matt Nuccio on five ways to ensure your idea can be licensed. THE DESIGNER’S PERSPECTIVE

What is an Invention? by

Matthew Nuccio

Have you ever seen a product at market and had that moment of thinking “damn, I thought of that years ago and did nothing with it”? It’s a common story that I would suspect every inventor tells. Through my involvement in the United Inventors Association, People of Play (formerly the Chicago Toy and Game Group), and the Toy Association’s Creative Factor, I have been fortunate to meet countless aspiring toy and game inventors and entrepreneurs. They often come to Design Edge looking for advice, design, development, manufacturing, and/or representation. Most all of them have a zeal and excitement to them that is heartwarming and powerful. Some have fantastic inventions, but the large majority has only an idea — and an idea without a solution is not an invention. Here are five ways to make sure your idea is an invention. 1) Research. It can be euphoric when the proverbial light bulb turns on in your head. But just because you thought of it doesn’t mean it hasn’t been done before. Google as many keywords related to your idea as you can to see what turns up. For instance, if you have an idea for a “flying doll” mix and match search terms, such as “hovering doll,” “hovering toy,” “gliding doll,” “soaring doll,” etc. After exhausting your Google search, try doing the same on Amazon, eBay, USTPO, or any other site that may yield results. If nothing turns up, you may be golden. If you find similar items, you’ll need to consider how different your idea is from what’s already on the market. 2) What’s the Difference? Having a purely original idea is rare and some would even argue impossible. I liken this to cooking. There are no new foods, only new variations on old recipes. How successful your recipe is against someone else’s could simply be the amount of paprika you use. You need to ensure that the taste is significantly different. Sticking with the food analogy, I’ll cite the differences between McDonald’s and fictional restaurant McDowell’s, as told by the owner of the latter, in the 1988 film, Coming to America: “They got the Golden Arches, mine is the Golden Arcs. They got the Big Mac, I got the Big Mick. We both got two all-beef patties, special sauce, lettuce, cheese, pickles, and onions, but their buns have sesame seeds.” What makes this comparison so funny is that the differences between the two restaurants are so incredibly insignificant. Inventors will often hold onto their idea, knowing that competitive products exist, by listing similarly minute differences. If you find yourself doing so, it’s time to let go.

3) A Shortage of Solutions. The concept of manned flight is as old as man. Countless people have dreamt of flying over generations, but in 1903, the Wright Brothers were the first to successfully achieve it and usher in the age of aviation. What’s the difference between them and all the dreamers? They found the solution. I am often approached by inventors who feel that because a technology similar to their idea exists, they’ll be able to walk up to a potential licensor and get a deal. They have a “you’ll figure it out for me” mentality. What they fail to realize is that there is no shortage of ideas, but there is a shortage of solutions. Licensors are licensing inventions in order to make money. They’ll go for a good idea with proven solutions over an amazing idea that has yet to be proven. A licensing deal is an investment to them and a proven idea requires fewer venues to bring to market. Plus, they don’t run the risk that it can’t be done and will turn into a complete loss. 4) Prove Your Solution, Not Your Design Aesthetic. Far too often, I am presented with a concept that’s purely design-driven with no new function.While a new design aesthetic can certainly change a market landscape, it needs to be so revolutionary that any copycat would look like a knockoff. These items are also a much greater investment to licensors. To launch a new design aesthetic, they need to put a ton of money into marketing and promotion. Even if they obtain a patent, competitors can design around the design patent with enough small tweaks to their copycat. If the original item is a success, there will be a rush of similar items on the market. A licensor must be prepared to challenge them based on your patent while continuing to promote your concept as the original. This can be very costly, so licensors will really need to be convinced that your new aesthetic is worth it. 5) Don’t Show, Don’t Sell. Without a doubt, inventing is a tough racket. Not only do you have to have good ideas, but you also have to have the courage to show them to potential licensors. Many of the most successful inventors I have ever met are also the best sales guys too! If the gift of gab is not your forte, then find an agent who can talk the talk and understands the market landscape. Inventing is carpe diem everyday business. If you don’t show your idea quickly, you stand the chance of seeing it brought to market by other inventors. 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.

16 tfe February 2021

TFE_Design Edge.indd 16

2/9/21 7:05 PM

INDUSTRY FORUM THE TOY COACH

Seven Secrets to a Successful Online Toy Pitch By Azhelle Wade The past year has been a series of unpredictable changes to the “norm”, creating new obstacles to once enjoyable stages of toy development, and turning even the most seasoned travelers to homebodies. But with the way we do business turned on its head grew the opportunity for the digitally savvy of us to arise. And one of the biggest areas to evolve? Product pitching. A process that traditionally would cost thousands of dollars and days of time, travelling to in-person meetings for just 60 minutes of a face-to-face pitch was suddenly replaced with blurry videos and Calendly links. Less travel time translated to open calendars and virtual pitch meetings evolved from being a burden on both sides to being an opportunity for growth. Without having to account for travel time and lost workdays, toy companies and retailers can actually see and consider more products than ever before! But with every new opportunity comes a dark side. And it’s safe to say that much like social media, retailers and toy companies could find themselves overloaded by too much content, barely seeing the items as they scroll across their screen. So now the question is, how will you adapt to this brave new world? If everyone is showing up virtually, and if more inventors and entrepreneurs than ever can reach the same retailers and toy companies as you, how will you stand out? I took a look at some of my most effective pitches over the past 11 months and gathered 7 secrets to help you plan for a successful online toy pitch! Secret #1: Understand the etiquette of choosing a meeting platform Let’s say you’ve finally scheduled a meeting with a licensor that you’re really excited about working with. Now what? Well, the world had to adapt to virtual meetings pretty quickly. Because of this tons of video meeting options have become available. (Zoom, Google Meet, Slack, Skype, Facetime, etc.) But remember just because your entire office lives and dies for Slack, it doesn’t mean the licensor you landed a meeting with likes it at all. Choosing the right meeting platform is today’s equivalent of traveling to your client’s office to meet as opposed to insisting they come to yours. The last thing you want to do is choose a platform that you love but requires your meeting guest to download a new program or create an account somewhere. Zoom seems to be the most popular choice that most people already have or have used enough to be comfortable with the interface. But even then, make sure the video platform you choose allows you to meet long enough to properly pitch your idea in an adequate amount of time. If that means investing in a premium version of a program, do it! It will be worth it. The last thing you want is to be discussing your great toy idea via Zoom and then your meeting gets disconnected because you went over the 40-minute time limit that comes included in your free account. But if you aren’t sure what meeting platform your guest prefers, or even more, how long they intend to meet with you, it’s always best to ask. Their team may have a preferred platform and time frame for meetings like yours. Secret # 2: The sizzle is no longer a nice-to-have. It’s a need. Sizzles (30 to 60 second videos that demonstrate the toy or game you are pitching) are nothing new. They have always been a useful tool for demonstrating your concept, but until now they weren’t a necessity. If you are a

natural at sales and love a good in person pitch meeting, you might explain and demonstrate your product on the spot, only having a sizzle as an option when you can’t get that meeting. When pitching in person you had the luxury of getting the prototype into the person’s hands so they could hold it and even play with it on the spot. That is no longer the case! With online pitching your sizzle is working overtime. Yes, your sizzle has got to convey the features, scale, and play-patterns of your toy or game, but now it’s also pulling the weight of conveying emotion and generating excitement. The quick sizzles you threw together on iMovie just won’t cut it anymore, and it may be time to head over to Fiverr for an affordable video editor. But what good is a sizzle if no one can access it? If you’re hosting your sizzle on Google Drive check your permission settings. Keep in mind that if your idea is moving it’s way up the ladder of approvals in a company, that means it’s going to be sent around quite a bit. In that case you may opt for a single share link instead of giving individual permissions to individual mail accounts. Secret #3: You don’t have to JUST talk about your pitch. This one may sound confusing or even counterproductive since, I know what you’re thinking, your time in front of this audience is short. Why waste it talking about something other than your pitch? Well, how you present may be more important than what you present. Building a relationship with this potential licensing partner is really what matters here. And just because everything virtual doesn’t remove the human element. You want to try and connect with your meeting guest just as you would if you were meeting in person. Since you can’t talk about the weather off-hand (due to varying time zones), and you can’t comment on your common surroundings, instead you’re going to have to focus on you. Start off by quickly giving a short intro about yourself, even if it’s just 30 seconds. Let them know a little bit about your credentials if it’s your first-time meeting, so they know they’re in good hands and you’re not

18 tfe February 2021

TFE_TheToyCoach.indd 18

2/9/21 8:05 PM

44125 Ford Rd. Canton, MI. 48187 734-667-1673 www.magformers.com info@magformers.com

INDUSTRY FORUM THE TOY COACH going to waste their time. If you’ve already met with them before, give a quick update on what you’ve been up to- professional accomplishments of course. And if you’ve done your homework, congratulate them on the success of one of their newer toys, ideally in the same category as you’re pitching to. That’ll show them that you are familiar with their product lines and likely get them more interested to see what ideas you have for them. Virtual meetings don’t have as many visual cues as in-person meetings do. So, you can’t rely on the usual “how’s your toy fair going?” type of comments. You’ve got to come prepared with icebreaker topics related to the industry. Even if your meeting is filled with “no’s”, your goal is to leave with an invitation for another. Secret #4: Your background speaks volumes. Let’s be honest. Working in the toy industry is a lot of fun. Pitching toys is essentially playing and talking about how fun they are--well frankly sometimes it’s just unreal that this is a job. Isn’t it? But this is still business. And in business, people choose who they want to work with based on a variety of reasons. How you present yourself, how you speak about others, the products you bring to the table, the business ideas you have...the list goes on and on. And now, with virtual meetings there’s a new layer. Your home. Now I know, that sometimes after a long day, you’ve got a meeting coming up and you just can’t bring yourself to clean up the space behind you that will show up on camera. So, you decide to throw up a virtual background. Big mistake. Virtual backgrounds are the absolute worst for product pitch meetings. You can’t show a product fully unless you have spectacular lighting and a green screen behind you. The background starts to blur into anything you try to hold up and show on camera, and all it does is frustrate the person trying to watch your pitch. Worst yet? When you eventually turn off that virtual background, the messy space behind you gets even more attention than it would have if there had never been a virtual background in the first place. That being said. Keep your background tidy. A messy, poorly lit, background makes you come off as disorganized and unprepared. Secret #5: Personalize that presentation for whoever you’re showing it to If you are a full-time toy inventor, chances are you are constantly coming up with toy concepts. And while licensing your toy ideas is a numbers game, just because you have a lot of good ideas doesn’t mean you have to show all of them to each company you meet with. A toy company would rather see 3 excellently developed and relevant concepts over seeing 10-15 concepts that are underdeveloped and not on-brand. If you have a one-sheet (a 1-page document that briefly explains the toy or game you are pitching) or a PowerPoint presentation, make sure the name and even logo of the company you are presenting to is on there, it’s a nice touch. Organize your product pitch for maximum effect on your viewers’ attention span. If you have 4 items to show, lead with the best of the four, put the ok concepts in the middle, and put the 2nd best at the end of your presentation. Considering toy companies might be reviewing more product pitches than ever right now, you want to open strong, catch their attention and leave them with something they really like. People will always remember how the last thing they saw made them feel, so make it good. If you want bonus points for personalization, research the competitors of who you’re pitching too, and if you have a product that will help them stand out against that competitor, say so. Let them know that you’re knowledgeable about the landscape, and that you designed the products you’re pitching to help them stand out in it. Secret #6: File formats are King This one is a bit more on the technical side, but still highly relevant. Remember when I said how you present can be more important than what you present? File formatting falls into the how. Most importantly save your

file sizes way down. The only thing that will need to be a link in your email is your sizzle video. Everything else should fit in the email itself. When you have more than one concept to present, it’s a lot more professional to have it all planned out on a presentation too like PowerPoint. What’s ideal about Power Point is that you can embed your sizzle video right into the slides, you can link your one sheet right into the slide as well, and most established toy companies tend to be PowerPoint friendly. You can save the file size down within the program, and if someone’s interested in your product, you could send along the PowerPoint with everything inside of it. While you should still continue to send a PDF one sheet with links to your sizzle, the visual aspect of a Power Point presentation makes it a lot easier for a Toy Company to quickly remember your idea without having to read through rules and uncover a sizzle video link. In other words, make it as easy and convenient for your recipient to download and view your material. Provide whatever file format they’re most used to receiving and make sure all your files are under 25MB so they can easily be emailed. Secret #7: Follow up, pitch, follow up, follow up. This pitching game is a long process. It’s very rare that you’ll pitch an idea, and it will get optioned on the spot. The bigger the company you’re pitching too, the more people, higher up, that need to review and approve a concept before any agreement can be made. Consider that toy companies are reviewing hundreds of concepts while going about their normal day-to-day product development processes. So, it’s safe to say that your pitch will probably get buried in emails at some point. But that’s why following up is crucial. It’s all in the follow-up. You don’t want to reach out every single day and ruin the relationship you worked so hard to build, but if you get interest in a concept that you pitched, follow-up after 7 days. If they’re still interested, they’ll respond with an estimated time frame of when you can expect next steps. Mark that date on your calendar to send your second follow-up and keep on preparing new ideas to pitch. The strongest follow-up would be another video meeting, right? So, give them a reason to meet with you, and that reason should be that you have more, high quality, toy or game ideas to pitch. Overall, the toy industry is going through a massive shift right now. The dust hasn’t settled on our new normal yet and I don’t think it will for some time. But it’s created an opportunity for new inventors and entrepreneurs to enter our industry and make big waves. It’s never been easier to get in front of toy companies and buyers to try and sell your ideas. Make sure you’re adapting your pitch and your space to give you the best shot at a successful pitch meeting. That means more time and money spent making a killer sizzle video and making sure your home is clean and well lit. Making toys is fun, but it can also be challenging, and there are enough obstacles. Not knowing how to have strong digital pitches should not be one of them. These seven secrets should put you on the right path to a successful online pitch! And you can register for Toy Creators Academy to learn more at join.toycreatorsacademy.com.

About Azhelle Wade A cancer survivor, 3x patented inventor, Women in Toys Wonder Woman award finalist, and award-winning designer, Azhelle Wade has climbed up and across the ladder in the toy industry for over 10 years with companies like Toys’R’ Us, Horizon Group USA, Madame Alexander, and Creative Kids. Now, as the President of The Toy Coach and host of the podcast, Making It in The Toy Industry, Azhelle creates online resources that help educate inventors and entrepreneurs about the toy biz. You can learn more about Azhelle at www.TheToyCoach.com and about her podcast at www.MakingItInTheToyIndustry.com.

20 tfe February 2021

TFE_TheToyCoach.indd 20

2/9/21 8:06 PM

COMPANY PROFILE

Maccabi Art:

The One Stop Sports Fan Shop Meet the consumer products company that’s “sporting” licenses for fan-favorite teams around the globe — Maccabi Art. Maccabi Art was founded about six years ago by owner and CEO Jeffrey Rosen. Previously, between 1977 and 2006 Rosen served as COO and President of International Rose Art Industries, a major manufacturer of toys, stationery, and arts and crafts based in Livingston, New Jersey. Rosen’s family was in the business for three generations (Rose Art was launched by his grandfather), and Rosen with his brother Lawrence eventually led the company to top annual sales of $300 million worldwide. In 2005, the business was sold to MEGA Bloks in Montreal. Subsequently in 2006, Rosen established Florida-based Triangle Financial Services, a sports and entertainment investment firm with a portfolio that included entertainment properties and international sports enterprises. As Triangle Financial Service’s owner and chairman, he

purchased the professional Maccabi Haifa Israeli basketball team in 2007 and helped to transform it into a global brand. Five seasons into his tenure as owner, the team won the first championship in its 60-year history in 2013. It boasts ties to the NBA, having competed in several games against NBA teams in the last 10 years. Rosen’s next move came in 2014, with the launch of Maccabi Art in Florida. The company focuses on officially licensed consumer products for sports fans. Initially, Maccabi started out with sports licensed stationery and temporary tattoo lines. But soon it expanded its product portfolio to include licensed novelty items such as collapsible soccer or basketball duffel bags and lunch bags, soccer balls, socks, sunglasses, collectible figures, sports tabletop games, portable basketball hoops, collapsible sports water bottles, and more. The company appeals to all sports

22 tfe February 2021

TFE_MaccabiArt.indd 22

2/9/21 8:27 PM

fans, both die-hard and casual, with authentic licensed gear and accessories. Its licensing portfolio includes some of the most well-known sports franchises and continues to grow. Globally, Maccabi has formed partnerships with top soccer clubs including FC Barcelona, Real Madrid, Juventus, Manchester City, and Tottenham Hotspur FC. As for North American sports enterprises, Maccabi Art acquired the NBA license in 2017, providing fans of each team with a selection of duffel bags, backpacks, ball bags, and collectibles. Additionally, Maccabi’s partnership with the MLB will see the launch of new MLB Players Sportzies this spring and realistic current MLB Players 2.5-inch tall figures. Beyond team-specific gear and accessories, Maccabi

also manufacturers several sports and arcade games that make it possible to play at home, such as the Pro Ball Portable Basketball Hoop. Currently, the company’s retail partnerships include Target for NBA Sportzies; CVS and Academy Sports + Outdoors for the portable basketball hoops; and the NBA store in New York for the NBA line. Even as COVID-19 keeps crowds from showing up at stadiums and arenas in-person, fans are still looking for ways to support and connect with their favorite teams and athletes from home. Maccabi experienced strong sales growth in 2020, and will offer even more for fans to celebrate their teams going into 2021.

TFE_MaccabiArt.indd 23

February 2021 tfe 23

2/9/21 8:27 PM

INDUSTRY FORUM ASTRA

The American Specialty Toy Retailing Association Looks Ahead at 2021 BY

Sue Warfield

Our members, ASTRA and our industry as a whole learned much from 2020. Our mission of providing good quality products that promote play has never been stronger nor our understanding of how important our connection is to one another. Going forward into 2021 I step back and consider the quote from A.A. Milne’s Winnie the Pooh. Christopher Robin to Pooh: “Promise me you will always remember: You’re braver than you believe, and stronger than you seem, and smarter than you think.” This truly has been what our retail, manufacturer, sales rep and affiliate members have proven to be. With the need to change the way we all do business and work with one another, often with less staff and reduced budgets, the innovation and creativeness that has emerged has been amazing. The need to address new concerns about inventory availability and the change in buying habits of the consumer are at the top of our members’ needs for 2021. To that end, as we move through 2021 with continued uncertain times, we have learned to be flexible. ASTRA is ready to take on the ever-changing landscape. With each new challenge, we know we need to be ready to adjust and modify how we gather, how we communicate and how we keep our community connected. From feedback after our ASTRA Camp in August of 2020, we learned that our members need to “see and talk” with each other in whatever ways are available in our socially distanced world. How do we do this in 2021? By the time this goes to press we will have completed our second virtual show – ASTRA Winter Camp. From February 19-23 we gathered virtually to see and hear about new products, share ideas and work together to better understand the new issues with which we are all faced. And, of course, we took the time to socialize and play through our evening events. We are continuing on with zoom gatherings for our members to

connect live and discuss current issues. We will be hosting “town hall” meetings, via zoom, to allow our members to keep up with the most up-to-date information needed to keep on top of the constantly changing issues. We have moved the dates of our Marketplace & Academy from June to August 5 – 8. We are looking forward to actually connecting in-person in Minneapolis, Minnesota. As we watch for the stabilization of the pandemic, we look to meeting our members where they are — be it regional gift shows or simply regional get-togethers. Our board of directors as well as members at large have stepped up to become more involved with helping our reduced staff with everyday operations. Their input will continue to move us in the directions required to address the new and more immediate resources needed by each of our member groups. While 2020 brought us struggles, it also made us more aware of how important community is. Local community, family community, neighborhood community and industry community, we need to work together and support one another. ASTRA used the phrase “Mighty Together” long before 2020 and it could not be more appropriate as we continue through 2021 and beyond. We envision an even greater connection with our colleagues in the toy, book, gift and independent business communities as we move forward. We’ve all been braver in trying new ideas, new ways to do business and taking risks. We’ve been stronger – working harder with less. We’ve been smarter as we have learned new technology. It has been tiresome, but we made it through 2020 and will be better for it as we navigate 2021. The street artist from the UK, Bansky, said it best: “If you get tired, learn to rest, not to quit.” Bring on 2021 – ASTRA is all in!

While 2020 brought us struggles, it also made us more aware of how important community is.

24 tfe February 2021

TFE_ASTRA.indd 24

2/9/21 8:02 PM

Stock up on these

INDUSTRY FORUM TOY ASSOCIATION

The Ongoing Fight Against Unsafe, Counterfeit Toys BY

Kristin Morency Goldman

While legitimate toys sold by responsible companies are safer than ever thanks to a robust network of stringent safety standards, non-compliant toys sold by illicit sellers continue to be found on online marketplaces. As the COVID-19 pandemic accelerates the online shopping trend, the fight against unsafe counterfeit toys sold through e-commerce platforms is more urgent than ever – and a top priority issue for The Toy Association and its approximately 1,000 member companies. “The Toy Association and our members have been continually advocating for the removal of illicit counterfeit toys and play products from online marketplaces,” stated Steve Pasierb, president & CEO of The Toy Association. “Our concerted actions have contributed to some important progress, including the introduction of legislation placing clear requirements on marketplaces and sellers; the publication of a Department of Homeland Security Report echoing many of our proposed solutions; and better cooperation, communication, and collaboration with major online marketplaces.” Amid the pandemic, The Toy Association hosted a virtual forum for members to meet with more than two dozen congressional offices and hear special presentations about key pieces of U.S. legislation that help to address the wave in illicit counterfeits sold online. Toy Association staff members have in the past also testified before Congress and participated in a roundtable talk with top White House officials in order to raise the alarm on this urgent priority issue for the toy community. In December 2020, The Toy Association released its second white paper on the subject, “Taking Fake Toys Offline: A 2020 Focus on Proactive Measures to Reduce Counterfeits and Unsafe Toys Sold on Online Marketplaces.” The report outlines the key factors contributing to the rise in counterfeits and proactive, multi-stakeholder solutions to the problem, including better collaboration between online marketplaces, legislators, Toy Association members, and consumers. The white paper also uncovers emerging trends impacting the issue, such as the increased reliance on online shopping, the proliferation of social media marketplaces, targeted advertisements, and the growth of fake reviews and fake storefronts.

Leading up to the holiday shopping season, The Tips from The Toy Association on how to protect your IP & brand: Toy Association turned its attention to educat1) Make your voice heard with elected ing consumers on how representatives to advocate for greater to identify – and avoid responsibility for online marketplaces. – counterfeit toys sold online. A national survey 2) Have a strong online presence (at asked 1,000 U.S. parents minimum, a website that lists certified about their holiday shop- retailers where your products can be ping plans and knowledge purchased). of counterfeits, which 3) Register trademarks, copyrights, and generated news remindpatents with USPTO and then with the ing parents and other appropriate customs authorities, along caregivers about how with who you have authorized to import genuine product. to spot counterfeits and age-appropriate toys. A safe shopping tips article 4) Monitor online marketplaces for counterfeit product and pursue takebased on the survey was down procedures with the marketplace; placed in more than 1,000 if not successful, consider legal action print and online publicaagainst the platform as well as the illicit tions nationwide. Recent- manufacturer. ly, The Toy Association’s Joan Lawrence, senior vice president of standards and regulatory affairs, appeared on broadcast TV segments to discuss counterfeit toy concerns; these clips can be viewed on The Toy Association’s YouTube channel (www.YouTube.com/TheToyAssociation). “In 2021, The Toy Association and our members will focus our anti-counterfeiting efforts in areas of greatest impact – working to pass federal legislation, enhancing consumer awareness of the safety risks associated with purchasing counterfeit toys, and collaborating with various government agencies to help educate and train them on identifying and stopping counterfeits entering the U.S,” added Pasierb. For more information about The Toy Association and its advocacy work to protect and promote the toy industry, visit ToyAssociation.org.

26 tfe February 2021

TFE_ToyAssociation.indd 26

2/9/21 7:08 PM

TOY FAMILY SERIES

Q&A with the Scott Family By Mary Couzin Leslie Scott (left) and her daughter, Freddie Scott Vollrath

One of my favorite places in the entire world is Leslie Scott’s English countryside kitchen. I could chat with Leslie in her kitchen for hours and days on end and have been fortunate to do so on many occasions. The same holds true for Freddie, only it is an Airbnb kitchen we’ve shared in Nuremberg during Spielwarenmesse. And, they’ve both been in my kitchen many times. Kitchens are where the best conversations take place, whether it is while cooking, baking, sharing a meal or enjoying a cup of tea (or stronger). Kitchens warm the body and the soul… especially the kitchens where Leslie and Freddie can be found! I think you can imagine Leslie telling the following stories over a cup of tea. -Mary Couzin 28 tfe February 2021

TFE_ScottFamily.indd 28

2/9/21 7:55 PM

How did you and your family first enter the toy industry? Leslie Scott: I have my father, Robert Scott, to thank (or blame) for inspiring my choice of career. If choice, or indeed career, are the right words for a way of life I was fortunate enough to stumble into. Dad wasn’t in the toy industry himself; far from it, he was a WW2 fighter pilot turned oil company executive, but throughout our childhood in Africa, he designed and made most of the toys and games that my three siblings and I cherished and loved to play. Stilts, swings, slides, see-saws, zip lines, trampolines, go-carts, sea-faring rafts made out of empty oil drums, and treehouses — he made them all. And then he showed us how to make and fly kites and paper planes; and how to build card houses; and create windmills to hold out the car window on long journeys; and cotton-reel rubber band powered cars, and small electric motors; and ingenious little glass divers that you could make rise and fall in a bottle of water; and marble runs from folded newspapers that snaked around the garden, and a myriad of other playful gizmos — all great fun, although some were rather dangerous, e.g. stuffing matchstick heads into empty metal ballpoint pen cartridges that, when heated up, would whizz off at an incredible velocity. Oh and of course, there were those metal cans quarter-filled with water and placed on a bonfire and then thrown into cold water that would crumple with ferocity and a noise loud enough to wake the dead! And he showed us how you could draw and write on a cellophane sheet that, when heated in the oven, would shrink so uniformly that it ended up as a tiny, perfectly proportioned edition of the original drawing — with the writing still legible. What I’m trying to convey is that, encouraged by my father, I grew up creating and making and playing all manner of toys and games. And yet, it never occurred to me or anyone else in my family, or indeed my school career advisors, that I might consider the toy industry as a profession. This pretty much happened by chance. One of my first jobs straight out of high school was working for Intel, the corporation that had just created the world’s first microprocessor on a chip. Those were heady days with things changing so rapidly that even Intel’s own sales engineers couldn’t keep up with its own product. In my early 20s, I became the Marketing Communications Manager of Intel UK. I didn’t report to anyone, and was left to my own devices to figure out what this job might entail. Aside from running public facing exhibitions and fairs, one of my self-appointed tasks was to keep the sales teams informed and up to date on Intel’s products. I developed a range of puzzle solving team games to be played at the bi-annual international sales conferences. Each country would put up a team of salesmen (they were all men at the time, I’m amazed to recall) and it became a badge of honor to win one of these highly competitive games. I loved my time at Intel, but I confess it spoiled me for working for more established companies, or indeed anyone else at all. I had been given so much freedom to make of my job what I wanted, or

TFE_ScottFamily.indd 29

at least thought was needed, that I realized that I was probably only fit to work for myself. So, I became an entrepreneur and established a business — Leslie Scott Associates — and, while pondering what that business would actually do, I struck upon the idea of turning a handmade wooden game we played within my family into a commercial product. And that’s when I created Jenga and that’s how I first entered the toy industry. Who has been involved and who is involved now? Sadly, my father had passed some years previously, but my mother — ever up for an adventure — encouraged and supported me from the start, not only by helping out when I launched Jenga at the London Toy Fair 1983, but also by underwriting my bank loan. She used her house as collateral. I think back with horror that I allowed her to do this — she could have lost her home, and nearly did. Jenga was by no means the overnight success I had assured her (and the bank) it would be. Luckily, very luckily, all turned out well. In the end. I self-published and marketed Jenga for a few years before first Irwin Toy, and then Hasbro acquired the license. During this time, I partnered with an old friend from Intel days, the very talented designer Sara Finch, and together we created myriad games to license out or publish ourselves as Oxford Games Ltd. All the while, we employed, on a freelance and ad hoc basis, various members of my family. My mother ran the office for us when we were based in her attic, rent free. My sister Sue, a professional photographer, took all our promotional shots from the start, and still does; my brother Graham, a pulmonary physician in the US, represented Jenga, and then Oxford Games, which he still does. My other brother, Malcolm, an airline captain, test-played all our games, and still cheers us on from the wings! When Sara Finch retired from OGL, the company decided to cease manufacturing, and licensed out its entire range of forty or so games, The Oxford Collection, which included such classics as Ex Libris, Anagram, and Bookworm. Do you think the next generation will get involved? The next generation is involved in the form of my daughter Frederica Scott Vollrath. Freddie, a professional product designer (with a degree from Falmouth), returned from Berlin four years ago to join Oxford Games Ltd. Now, as the company’s design and marketing director, she runs OGL’s small, but perfectly formed (!) games’ publishing and online business. And she designs, invents, and creates new games to license to other publishing companies. Today, my role is to act as a sounding board for my daughter’s ideas — to critique and to encourage (and to check the contracts). Although I haven’t retired, I have stepped back a short distance so that I can stand and admire and enjoy her creatively playful work.

February 2021 tfe 29

2/9/21 7:56 PM

FEATURED CONTENT

Toy Companies Weigh In: 1P or 3P? By Victoria Sheridan Now, more than ever, toy companies need to have their online selling strategies figured out. But is it better to sell through retailers as a first-party or third-party merchant?

With consumers continuing to opt for buying online rather than in-store during the COVID-19 pandemic, having an online presence is now more important than ever for toy companies. With retailers such as Amazon, Target, and Walmart, manufacturers either have a one-party (1P) relationship or third-party (3P) relationship. But what do these respective relationships mean? And is one better than the other? Several toy manufacturers — some who sell 1P only, some who sell 3P only, and some who do both — shared

30 tfe February 2021

TFE_1P vs. 3P.indd 30

their online selling experiences with TFE and discussed the advantages and disadvantages of each. Who allows third-party selling? In the 1P category, merchants sell their product to the retailer —such as Amazon — which then sells to the consumers. In this case, the retailer makes decisions about things like pricing or how many products they will order. 3P merchants, on the other hand, sell directly to the consumer. In this case, merchants have more control over selling.

2/9/21 9:11 PM

based on our customer feedback we constantly review. We find that “My feeling honestly is if this active role in our sales you have a great product it taking lets us be tapped into our customdoesn’t matter which way ers and their needs,” Margareten you sell; you just need the says. Steve Rosen, Vice President of customer to find you CreateOn, echoes, “The biggest isPros and cons to each Steve Rosen, Vice President, CreateOn sue I have with going 1P is that you Several companies told TFE can lose touch with your customers that their 3P selling method and we pride ourselves on customallows them to exercise greater er service at CreateOn so that is a tough thing for us to control over pricing. give up.” CreateOn has both 1P and 3P relationships with “This method allows us to control our pricing,” says online retailers such as Amazon, Maisonette, and Target. Curtis McGill, Chief Financial Expert at Hey Buddy Hey Pal, which sells on Amazon and Walmart as a third-party com, and also sells on its own site. Selling 1P can also pose challenges as manufacturers try merchant. “Amazon has been notorious in taking product to make their toys stand out in the crowd. and lowering the sales price to root out any competitors. “My feeling honestly is if you have a great product it Unfortunately that competitor could be you at another redoesn’t matter which way you sell; you just need the tailer or at another online site. Controlling Amazon sales customer to find you. I see that being the biggest issue price is key to keeping your product relevant in the brick right now in the toy industry,” Rosen says. “Amazon alone and mortar sector.” probably sells over one hundred thousand different toys, Sanjay Chandiram, co-founder and CEO of USA Toyz, says that better control of pricing and the ability to show- so the tough part is how to separate yourself from the crowd.” case the company’s customer service are the two main Meanwhile, Chandiram notes, “The main risk of selling reasons why they sell 3P on Walmart and Amazon. 1P on these marketplaces is the minimal control we get “When we market new products, selling directly to our on the product listings and pricing. Some toys we sell consumers allows us to launch them at a more favorable may have similarities to other products on the marketpricing, and get positive reviews from our customers place, so we need a better control on how to display the while our customer service always stands by to answer listing.” customers’ inquiries,” he says. “The strategy is to make According to Josh Loerzel, VP, Sales and Marketing our way up the rankings as fast as possible, even with at Hog Wild Toys, selling online, as a third-party seller some PPC spending, to secure our spot on the marketspecifically, also provides more flexibility with product place.” launch timing. Isamar Margareten, CEO of Nesstoy, also pointed out “We can list new products any time we want when we the relationship with the customer that selling 3P allows. are managing the listing with our distribution partner Nesstoy has sold 1P through Amazon’s vendor program, directly,” he says. and now participates in Amazon as a third-party seller. In CreateOn’s case, Rosen says that selling di“As a 3P seller, we can drive our brand’s growth and direction the way we see fit. Our sales are stronger as a 3P rect-to-consumer allows the company to “constantly and quickly innovate and create new products.” seller and we can easily introduce and launch new items Amazon offers a third-party selling option through its Amazon Marketplace, as does Walmart through its Walmart marketplace and Target through Target+.

February 2021 tfe 31

TFE_1P vs. 3P.indd 31

2/9/21 9:12 PM

FEATURED CONTENT Keating adds that those retail pages “We have created a model “Without constant review also serve as a marketing platform where we hold little to no invenand work, you won’t be for brick and mortar, since Epoch’s tory so we can create a product on demand; if one doesn’t work, successful at staying at consumers are becoming increasingly omnichannel shoppers. we can move onto the next one,” the top of your search and “Ideally, our product pages online he says. ranking category.” draw the consumer into the world At the same time, there can be of Calico and connect them to vidextra costs involved with being Isamar Margareten, CEO of Nesstoy eo streaming content, not just offer a a third-party seller. Margareten product at a price with a list of feasays it requires “a specialized tures,” he says. team specifically trained and designated to your marketWhich is the right fit? place listings, meaning a higher payroll. Without constant So which is better: 1P or 3P? It depends, because each review and work, you won’t be successful at staying at the company has the capacity for something different. top of your search and ranking category.” Some companies may opt for a hybrid approach. And McGill points out that “3P does have a higher assoCurrently, TOMY maintains 1P relationships with all ciated cost in shipping and seller referral fees charged by its online retailers and marketplaces. Chief Brand and the online provider.” Commercial Officer, Vinnie D’Alleva, says the company is Bret Faber, Head of Sales for Plus Plus, says that while exploring direct-to-consumer options as well. 3P selling is easier, it is “generally less cost-effective.” “We’ve learned we have to be flexible and creative in or“If maintaining MAP pricing is a goal...3P provides der to launch products in all channels. We don’t have one more challenges,” he says. “1P usually provides better preferred method — we utilize various strategies, based margins while allowing better control of the brand preon the toy and baby brands we have,” he says. sentation and managing pricing.” TOMY recently acquired Fat Brain Toys, which D’Alleva Diggin Active presently maintains a 1P relationship says will allow the company to “build out our underwith most of its online retailers, says co-founder Jenny standing and capabilities in” 3P selling. Stern. “Their model may help us scale up on other brands with “For 1P selling, in the case of Amazon, one benefit is consumer confidence in Amazon as a seller. The consum- the benefit being the cost of doing business is less expensive and we get more customer data. er knows they will receive their shipment quickly and Faber suggests that 3P could be a better option for “new are further incentivized if they are a Prime member,” she sellers that may not have the experience, understanding says. “We have control over our listings and brand page, or resources to manage selling 1P.” and in addition there is item optimization and Amazon’s Melvin Wells, President and CEO of Sunny Days Enmarketing on the back end.” tertainment, notes: “Some companies are positioned to For Epoch Everlasting Play, which distributes products online as a first-party seller, there is also the benefit of the use a 3-PL, some direct, and some through the retailers programs.” retailer’s marketing. And Keating points out, “certainly the choice to go 1P “Directing the brand experience for the consumer is or 3P is very contextual.” critical, as our brand is based in storytelling and each The consensus seems to be that there is no one-size-fitsproduct sold is part of a larger world, so our retail pages all solution to selling online. The best method is different need to showcase that. If there is an issue that pops up, for each individual company. we want to be able to correct that immediately, so working with the retailer is valuable,” says Paul Keating, VP of Sales and Marketing Strategy for Epoch. 32 tfe February 2021

TFE_1P vs. 3P.indd 32

2/9/21 9:12 PM

EXPERIENCE THE FRENZY ON THE OFFICIAL BEYBLADE BURST APP

TARGET TOP TOYS 2020 BEYBLADE BURST RISE Hypersphere Extreme Challenger Battle Set

Over 34M+ users World Wide and over 1B in-app battles!

BEYBLADE BURST SEASON 5 PREMIERING ON FEBRUARY 2021 Seasons 1-4 on Netflix

CUSTOMIZABLE BEYS WITH THE LATEST COMPONENTS! New and Advanced Speedstorm Tops, Stadiums, & Battle Sets allow for high-octane gameplay. ©Hiro Morita, BBBProject

www.beyblade.com

CONTACT:

Beyblade Burst Official

@beyblade_burst

officialbeyblade

Natasha Khavin Gross TV Sales and Licensing Director natasha@adkemotions.com

TFE_Full_Page_Ad_Season5_9x10.875in_PRINT.indd 1

29/01/2021 15:25

FEATURED CONTENT

No Small Feat: How Small, Specialty, and

Independent Toy Companies Survived 2020 By Victoria Sheridan For smaller-scale toy companies, in-person experiences can be the key to making connections with retailers and consumers. Whether putting their name on the map at trade shows or drawing in shoppers at specialty toy stores, these toymakers rely on others being able to touch, hold, and play with their product to understand just how well-made and innovative it really is. When COVID-19 hit, this was no longer an option. Many toy companies had to adapt by strengthening their online presence, participating in virtual trade shows, adjusting product launches, and more. Though there were challenges in the past year, some companies even came out stronger on the other side. In this article, they share how they pulled it off. Earlier this year, Most Management, headed by Marc Mostman launched a collector action figure line based on an original property called “M.O.F.O.s: Men of Felonious Occupations,” as a collaboration between Most Management’s toy division, The Most Toys, and independent toymaker Toy Pizza. Though Mostman’s line of fourinch articulated figures began as a side project, the COVID shutdowns allowed him more time and energy to move forward on the designs, tooling, and production with the help of Toy Pizza. Mostman says that because there was no firm release date for the line, he was able to get

around the production and shipping delays caused by COVID and push the official launch from fall 2020 to January 2021. The figures were released through the Toy Pizza website and Mostman credits the success of the initial release to the direct-to-consumer strategy. A few brick-and-mortar retailers have also carried the product, but Mostman says he’s seeing more action figure collectors gravitate toward buying online in response to the lockdowns. Currently, he is working with additional online retailers who specialize in action figure sales to reach a broader collector audience. He’s also planning Most Management’s next new original property launch with toys and comics for “The Adventuresons.” “While COVID has definitely had an impact, there has been some good that has come from the lockdown and shifting consumer patterns,” he says. According to Jim Pitocco, President of Steiff North America, the demand for the company’s plush products has remained strong throughout the pandemic. “Our e-commerce business has actually become more significant during the pandemic,” he says. In spite of trade show cancellations, Steiff has not changed its product launch schedule and has continued to introduce two new collections, one for spring and one for fall. Pitocco adds that Steiff continues to work with licensing partners, such as Disney, and has been approached by several new potential partners, with more brand collaborations in the works for the year ahead. Going into 2021, he expressed optimism that Steiff ’s retailers will be able to return to business as usual and that the com-

34 tfe February 2021

TFE_SmallBusiness.indd 34

2/9/21 8:52 PM

Life is unpredictable...are you PROTECTED? Over 90 years protecting people and businesses from the unexpected.

Program Highlights • A++ rated insurer, $20 Billion in assets. • Exceeds WalMart and other leading retailers insurance requirements.

Serving All Your Insurance Needs Since 1926

Toy Insurance York-Jersey Underwriters

has been in business since 1926 and has 40 years experience with the Toy Industry. We are licensed in all 50 states and represent many leading insurers as an independent agency. We are successful insurance program managers for specific industries and are pleased to offer our Liability Insurance Program for the Toy, Hobby & Juvenile Industries. Jason Welch x318

jawelch@york-jersey.com

Robert Witkin x331

bobwitkin@york-jersey.com 185 Newman Springs Road Tinton Falls, NJ 07724

(800) 392-6958 www.toy-insurance.com Available to meet you at the show!

JPMA Untitled-1 1

• Variable rates based on sales projections. • Foreign & Domestic liability coverage. • Blanket additional insured vendors. • Employee benefits liability. • All certificates and claims handled in house. • Quick quotation turnaround. • Product recall expense at no cost from $50,000 to $250,000.

Additional Coverage • Umbrella up to $50,000,000. • Ocean Cargo & Property. • Workers Compensation. • Commercial Auto. • Intellectual properties (copyrights, trademarks & patents). • Cyber, D&O, E&O and EPLI • US Customs Bond Insurance.

Juvenile Products

MANUFACTURERS ASSOCIATION

1/24/2019 1:22:28 PM

FEATURED CONTENT pany’s brick-and-mortar business will also expand. “Steiff is a company that has weathered many storms throughout its history — from world wars to pandemics — and has always emerged stronger than ever,” Pitocco says. How was CreateOn able to survive the sudden changes COVID-19 unleashed on the toy industry? According to Vice Preisdent Steve Rosen, “We have zero bureaucracy and red tape to cut through at CreateOn, meaning we are nimble, so we have been able to adapt and change in this current climate.” As a parent of a 7 and 4-year-old, Rosen says he would give his children the company’s Magna Tiles Structures products to keep them entertained and off of their iPads. He says many other parents and CreateOn customers have felt the same way. The loss of the trade show environment has been a challenge for Rosen, who previously used his time at shows to observe trends for the upcoming year or attend Licensing Expo annually to network and cultivate new relationships. In the meantime, CreateOn has hosted virtual happy hours for sales representative groups, demonstrated product over Zoom calls, and attended ASTRA camp in 2020. “But there is nothing like demoing your product for a retailer or customer and seeing their eyes light up when they get it. That validation is invaluable when we are building our products.” Rosen anticipates that the return to normal will be gradual, but in the meantime, toys and games remain the best distraction and comfort for children. He adds that “everyone can win” in the toy industry during this time. “The great specialty retailers will continue to win because they curate the best of the best toys/games for parents, mass market retail will win because they will offer a great selection of toys for great prices, and direct-to-consumer will win because people will want convenience and access to new product,” he says.

For Thin Air Brands, readying back-up stock in late 2019 helped the company navigate the factory shutdowns in China in January and February of 2020. Then, in March, the company’s retail partners began to close, “which really was a blow to our first quarter,” says founder and CEO Mike Searls. In response, the company quickly pivoted to e-commerce and began offering drop-ship to specialty stores and to their customers. “This helped the retailer, the consumer, and us,” Searls said. “Being proactive allowed us to thrive in Q2 and beyond.” The result was that, by the end of 2020, the company had doubled in size. “We see many companies taking a step back which inspires us to take two steps forward and grab even more market share,” Searls said. “We feel it is our time to be aggressive, not passive, with dozens of new product introductions in 2021.” Jordan Becker, VP of Sales and Marketing for iPlay iLearn, says trends in imaginative play and puzzles have driven up the company’s sales of related products expectedly online, though not in stores. As customers continue to avoid stores, it’s becoming more common for retailers to request drop-shipping. As iPlay iLearn moves more of its business online, the company is also getting used to the online trade show landscape. On the whole, Becker reports that the experience has been “average.” Though content does not change from one show to the next, the layout of each show is different. “As a result, some virtual shows seem to attract a much more engaged audience than the others,” Becker says. Going into 2021, Becker predicts the virtual trade show experience will improve as the format becomes more popular. “As virtual shows start to become more the norm in 2021, we expect the engagement to increase,” Becker says. Adventerra Games has been growing in Europe for 15 years, but just as the company was making its big debut in North America, the unexpected happened. “We launched Adventerra Games North America, and received our first shipment at the end of 2019,” says Sue Mundell, CEO of U.S. Operations. “Then the pandemic hit, and stores were unsure how it was going to impact the toy industry. Un-

36 tfe February 2021

TFE_SmallBusiness.indd 36

2/9/21 8:52 PM

derstandably, they wanted to avoid the risk of selling our new, untried, products, so we got off to a slow start.” The company’s response? “We decided to create new products!,” Mundell says. Though Adventerra already boasted a lineup of games for ages 7+, they wanted to provide green games for younger children as well and launched five new games and puzzles for children as young as 2, with more to come this year. The company’s Boston headquarters also received a Preparedness Grant from the Boston Public Health Commission in December, as the BPHC was looking for ways to encourage families to stay home for the holidays and during the winter surge in COVID-19 cases. With the grant, Adventerra was able to distribute over 1,000 environmental education puzzles and games to low-income families, youth groups, and schools in Boston. Brett Faber, Head of Sales at Plus-Plus, says the company is “bullish on the outlook for 2021” after the way COVID-19 impacted the company at the start of 2020. Because a large segment of the company’s customer base was considered non-essential, Plus-Plus lost many channels of distribution. “Our products are also strong in many other parts of the economy like travel and tourism that have yet to recover from the impacts of COVID-19,” Faber says. He adds that the pandemic has taught parents that they must provide more options to occupy their children’s time that don’t involve screens — providing the toy and game industry an opportunity to capitalize on this need. As consumers lean away from impulse buying and towards “buying with purpose,” Faber observes shoppers sticking with what they know in the toy aisle. “I believe this may present challenges for new brands, newer products, or new ideas in the market during these times,” he says. “Older ideas such as puzzles and fidgets have gained momentum again.”

Faber-Castell USA, the demand for creative products and experiences during the pandemic as been “explosive.” “Families, adults, etc. have remained home for the most part so their need for creative experiences and outlets to help manage this unforeseen time have contributed to even more interest in our craft kits and art supplies,” Gallagher says. He adds that craft supplies like the ones manufactured by Faber-Castell haven’t soley been sought out by parents or children. “I think people have also seen the positively impactful effects that come from creating, regardless of age, and we look forward to continuing to provide the resources they need to express themselves.” Without trade shows in 2020, smaller brands like Shore Buddies have lost key opportunities for visiblity, says founder and CEO Malte Niebelschuetz, who adds that the company’s international expansion has also slowed due to trade show cancellations. Though the company participated in several virtual events, he said none had the outcome that the company expected. “It is hard to stand out in the virtual space,” Niebelschuetz said. Still, Niebelschuetz retains an optimistic look for his company in 2021, as demand for sustainable and educational toys like those manufactured by Shore Buddies continues to grow. For Mobo, 2020 brought highs and lows. “COVID-19 helped our company’s sales increase as bicycles became essential to many, explains founder and CEO Melody Hsieh-Hornstra. At the same time, the company dealt with difficulties including shortage of materials to manufacture products, shipping cost increases, and limited warehouse space as the company stocked up to prevent inventory delays. And while the virtual trade shows Mobo attended brought new leads, Hsieh-Hornstra said they did not result in new partnerships. Still, the company’s online presence helped it maintain relationships with its retail partners. “Thanks to our online presence buyers were still able to find us and we were able to continue launching products,” she says.

According to Jamie Gallagher, President and CEO of February 2021 tfe 37

TFE_SmallBusiness.indd 37

2/9/21 8:53 PM

FEATURED CONTENT

2021 | New Toys & Games Abacus Brands Explore the Universe and Space with Bill Nye! Bill Nye’s VR Space Lab (available holiday 2021) is an immersive activity kit designed to thrill and excite children as they are introduced to STEAM learning activities in a new way. With cutting edge Augmented Reality (AR) and Virtual Reality (VR) technologies, the virtual Bill Nye The Science Guy literally pops out of the page to guide kids through the fun kit, engaging them with physical projects while fostering learning through immersive experimentation and play. The colorful lesson book comes to life, with the brilliant Bill Nye leading the way through each page. With a “Learn, Play, Experience” play pattern, the interactive kit teleports the kids into Bill’s lab with the VR goggles and immerses them into multiple layers of mixed reality. Kids can experience the depths of the universe, from black holes to the cosmos in this 85-piece interactive space science kit. Young foodies can jump into the kitchen with the stars of Masterchef Junior and discover the wonderful world of food science while making their own meals and snacks. VR Masterchef (available fall 2021) takes them into the Masterchef kitchen in virtual reality to learn different recipes, cooking techniques, plating, knife skills, and more. Watch as the step by step instructions within the book turn into live action videos in augmented reality. Former Masterchef contestants will empower children to be their own chefs with 30 delicious recipes and culinary skills that they’ll retain for life. Travel the globe with Professor Maxwell and discover facts about every country in the world. Professor Maxwell’s VR Atlas shows kids the natural beauty and human achievement in our world! Become a globetrotter and learn about different cultures through hands-on projects and experiments. Then, watch as the step-by-step images within the book turn into live-action videos in augmented reality. Travelers will join Professor Maxwell in exploring landmarks, points of interest, man-made and natural wonders, cultures, languages, and even food from around the world. This interactive activity kit includes a 148-page book that comes alive in augmented and virtual reality, along with materials to engage in physical projects and activities. Adventerra Games Adventerra Games, the STEM.org-certified boardgame maker, launches a captivating line of environmental games for today’s toddlers. Saving Water, Respect the Earth, and Animals at Risk! require no reading, just curiosity through play. Children adore baby animals and Animals at Risk! introduces them to mother and child polar bears, pandas, and eagles. Boys and girls who may not even be in preschool yet can understand and absorb the concepts through matching a set of 32 cards with a baby being paired with its mother. The game boosts visual memory and features large cards for chunky little fingers to grasp. Puzzles are a perfect activity for toddlers. Saving Water and Respect the Earth each offer 12 mini puzzles. The former features marine animals showing toddlers how to conserve our world’s water, while the latter’s cartoon characters model good behaviors that can help save our planet every day. Both puzzles encourage a child’s hand-eye coordination, right-wrong logical association, and observation skills.

Authentic Agility Games What’s Wrong With Grown-Ups? is a new card game from Authentic Agility Games that can help bridge the gap between fun and real conversation. This engaging card game creates an open dialogue that allows players to truly connect with each other. It may even cause kids to think their parents are cool for a few minutes! With 500 questions the game is designed to include players ages 6-106. Players will find endless conversations ensue, and often draw surprising and unique answers. 38 tfe February 2021

TFE_New Product.indd 38

2/8/21 6:11 PM

tfe toys & family entertainment

Bleed Area- Any colors, logos or images you wish to run to the edge of the page must extend 1/8-inch beyond the trim line on all sides that bleed. Dimensions: 9.25” x 11.125”

Trim Area- These are the dimensions of the final page as it will appear after it is cut/trimmed. Dimensions: 9” x 10.875”

FEATURED CONTENT

2021 | New Toys & Games Bandai America Tamagotchi is back! Available in over 25 different styles and equipped with the original programming, consumers will be able to feed their Tamagotchi, clean up after it, take care of it, and even discipline it, while they raise it to adulthood. Each device has up to seven different adult Tamagotchi characters they will be able to raise.Three new Original Tamagotchi styles launched January 2021 with two more in stores in March. More Original Tamagotchi devices will be launching later this year. Raise a demon slayer and master different breath styles with the launch of nine new Demon Slayer Tamagotchi devices from the Hashira Gathering Version. Based on their training methods, users can raise their character into one of nine different Breath users. There are three new training options to raise the strongest Breath User; feed the slayer a rice bowl or green tea and play three different games. The Evangelion Tamagotchi line has grown with the launch of three more devices. Raise it from a fetus to cocoon to 20 different types of Angels based on how it is raised through its various transformations. Devices are available for pre-order now and will be in stores in Spring 2021. The devices each come with a chain so kids can take their Evangelion Tamagotchi with them everywhere. Step into the world of Anime Heroes with brand new collectible figures from One Piece. These highly detailed 6.5-inch figures allow fans to recreate their favorite anime’s most iconic moments with over 16 points of articulation — perfect for action poses. Each Anime Heroes figure also comes with two additional sets of switchable hands, character-specific accessories, and premium packaging that is influenced by Japanese manga and art (great for display or play). One Piece has launched with Luffy, Zoro and Sanji. Stay tuned for more character drops. Charaction CUBEs are the collectible puzzles for both casual and hardcore fans. Whether you’re a Rubik’s addict or pop culture fanatic, there’s a Charaction for every fandom. New to the Charaction CUBE line up is Hello Kitty. The design is simple yet captures each character’s iconic representation with appealing ‘chibi’ detail while still functioning as a Rubik’s puzzle to enjoy and add to any fan’s collection. Basic Fun The most magical Cutetios yet, Unicornitos are adorable, super-soft stuffed unicorns wrapped and hidden in a rainbow burrito blanket ready to be unrolled and discovered. Collect eight all new unicornitos in beautiful prints and new rainbow burrito wraps. To find out if the Cutetito’s personality is mild, medium, hot, or super spicy, just check out its “hot spot” — a chili pepper shaped icon that can be found on its hip. Kids will also get a rainbow burrito blanket that they can wrap their Cutetito in! Some are even super-rare. A pet collector card is included with additional information about the new pet including its name, birthday, and “hot spot” spice-ometer rating. For ages 3+ The Care Bears are a group of huggable BFFs living that sweet caring life, and what better way to join in on the fun than with the new Care Bears Love-A-Lot Bear and Wish Bear 14-inch Plushes? Love-A-Lot Bear and Wish Bear are perfect for unlimited bear hugs and ready for kids to take on your adventures of sharing and caring. Both come with a collectible Care Coin so little ones can show the world how much they care. There are eight Care Bears to collect, for ages 4+. Monopoly Surprise Collectibles, the newest collectibles expression from Basic Fun!, are here and available now exclusively at Walmart. Enjoy this new and exciting multi-surprise unboxing experience with 10 surprises to reveal. Collect over 25 new tokens across three different Community Chests available for purchase. Featuring exclusive gold toned tokens (not found anywhere else), unique coins, new Mr. Monopoly expressions, different colored plaques, chase tokens, and more. Buy them all for the ultimate “Collect, Play, and Display” experience. 40 tfe February 2021

TFE_New Product.indd 40

2/9/21 9:24 PM

get ready for a toy family reunion packed with meaningful connections, ideas & inspiration, and the newest products for your store shelves!

ASTRA's Marketplace & Academy August 5-8, 2021 * Minneapolis, MN www.marketplaceandacademy.org

FEATURED CONTENT

2021 | New Toys & Games BullsiToy Get ready to shine with the Love, Diana Light Up Bow. Each bow contains lights that you can turn off or on, along with three different light speeds. Available April 2021, for ages 3+. Hello Kitty is here and ready to help every child look just as cute as her! Take friendship on-the-go with Hello Kitty Plush Danglers. Assortment includes six uniquely dressed Hello Kitty Characters, for ages 3+. Mini Motsu offers 24 super cuddly plush characters for children ages 3 years and older to collect. Open the tag to reveal their name and birthday. New this year is Pocket Zoo, a twist on a classic toy. Fit the entire zoo in your pocket and take the animal kingdom on the go! Each capsule contains one creature. There are eight in total for kids 3+ to collect. The Squish’Ums Squishies Balls are the best of both worlds: slow rise foam inside a super soft plush. Kids 3+ can take these adorable animals with them wherever they go. Finally, all L.O.L. fans can now wear their favorite characters on their face with the L.O.L. Surprise! Face Masks. Each pack includes one reusable personal use, non-medical-grade mask. One size fits most. They’re soft and breathable with adjustable elastic ear straps and 12 designs to collect. Crazy Aaron’s Turn your frustration into fun with Angry Putty, featuring a unique formula that builds resistance as you play. This amazing putty actually absorbs your tension — getting tenser and tenser with each stretch — to leave you feeling happy and relaxed. Available in three versions: Hot Head, Drama Queen, and Stress Ball. Create your own crazy bouncing balls with the new Crazy Aaron’s X-Ball Kit. Permaputty is a unique material that transforms from a pliable putty to a permanent bond in just 10 minutes. When you’re ready, mix the glitter compound in packet A with the activator compound in packet B. Each A+B combination makes one ball. Clean With Color is a brand-new line of soaps and sanitizers that combine Crazy Aaron’s amazing color technology with gentle and effective cleansing that’s fun for kids. Hand sanitizer is made from top-quality ingredients. This fresh gel changes color as the product is used so children can experience the wonder of three different colors in every bottle. Plus, the artistic designs add extra fun and whimsy to the healthy habit. Hand soap gives kids an extra reason to wash their hands. Created using Hypercolor technology, this color-changing foam soap is a blast to use. Watch as it changes colors in your hands and then rinses a different color. Available in apple, strawberry, and berry. CreateOn Bring LOVE from The Very Hungry Caterpillar to life with the limited edition Magna-Tiles Structures Interactive Story Time Set, just in time for Valentine’s Day.Then celebrate the arrival of springtime with the brand new limited edition The Very Hungry Caterpillar Spring Butterfly Magna-Tiles Structures Interactive Story Time Set. Learn the evolution of caterpillar to butterfly all while enjoying the amazing iconography of Eric Carle’s timeless classic, “The Very Hungry Caterpillar,” brought to life with Magna-Tiles.

Endless Games Endless Games unearths the spine-chilling new Horror Trivia II Deeper Cuts, a follow-up to its cult classic hit game, Horror Trivia. Two or more players/teams (13+) are challenged to correctly answer questions in order to be the first to collect three weapon cards and not become a casualty of the other teams. Also in 2021 Endless Games switches to another trendy topic, with the pop culture game, Hip Town. Meanwhile, the party gets started for younger kids with Popcorn Party Game. This game serves two to four foodies, 8+, with a fun food fight-out to earn and grab up the biggest collection of popcorn before their opponents. 42 tfe February 2021

TFE_New Product.indd 42

2/9/21 7:51 PM

TTPM Influencer Talent Management is the leading influencer talent agency in the family space. We represent the top-performing talent across a wide variety of demographics. Visit our website ttpmTalent.com to see our full roster

We Wear Cute

Mila & Emma

Family Fun Pack

Lexi Rabe

@wewearcute

@kcstauffer

@familyfunpack

@lexi_rabe

Ania Morton

Trinity Sierra

Uyen Carlson

All Around Audrey

@aniamorton

@trinitysierra

@house_of_lu

@allaroundaudrey

The Parent Game

Cher Hubsher

JustJordan33

Garza Crew

@juanirizarry

@cherhubsher

@justjordan33_

@garzacrew

EFFECTIVE OUTREACH

GUARANTEED VIEWERSHIP

INCREASE IN SALES

across all social platforms

direct access to millions of people in your target audience

campaigns designed to drive traffic to your buy page and convert sales

Info@ttpmTalent.com

FEATURED CONTENT

2021 | New Toys & Games Epoch Everlasting Play The Calico Critters Line adds new playsets and accessories in September 2021. Step into a world of magic and adventure at the Calico Land Baby Amusement Park playset featuring the Cosmo World with Rocket Ship Launcher Ride, Fantasy Land with Turreted Castle, Adventure World with Rocking Pirate Ship and Baby Go Karts, and Sweets World with Ferris Wheel, plus favorite Nursery Series Critters. Critters twirl around in delight on the Baby Star Carousel featuring manually rotating carousels and the newly restyled Pookie Panda Baby Tony. Then make way for the Royal Carriage Set and step inside the magical dressing room of Hopscotch Rabbit Baby Grace. Nintendo’s Super Mario fans help out their favorite plumber and his friends with three new games. In Blow Up! Shaky Tower, players 4+ improve their motor skills while trying to keep characters from falling off the ledge of the tower. Then, help Mario and Luigi escape the piranha plant with Piranha Plant Great Escape. Or enter the world of Super Mario with one of three Super Mario Balancing Games, placing characters onto a wobbly balancing stage while trying not to topple them over. Find new Aquabeads sets in a variety of themes. Recreate your favorite islanders with the Animal Crossing: New Horizons Aquabeads, see Super Mario characters come to life with the Super Mario Creation Cube set, bring the magic of Disney into your home with the Disney Princess Creation Cube, and create and wear your very own purse designs or accessories with the Decorator’s Pouch and Fair World Set. Faber-Castell Creativity for Kids launches two new sensory bins, a self-contained, hands-on tactile play experience.Each uniquely themed bin will allow children to explore, discover, imagine, learn, and create, while engaging their senses and having fun! Sensory Bin: Outer Space is a lidded bin that includes aquarium gravel in different colors, bendy spirals, squishy stretchy alien, sparkly pom poms, printed foam planets and rocket, an astronaut toy, glow in the dark stars, tongs and a scoop. The second kit has an Ocean & Sand theme .It’s a lidded bin that includes Sensory sand, water beads, sand molds, a sand sifter, a scoop, natural rocks and marine animal figures. Each bin is conveniently packed with all the materials included, which means less time planning and more time playing. For ages 3 to 5.

Based on FCUSA’s successful World Colors Colored Pencils, the World Colors Modeling Clay is an easy to shape, non-drying clay that can be blended to together to create any skin tone imaginable. World Colors products celebrate creativity, inclusion and self-expression. Featuring 15 modeling clays, six of which come in shades of blendable skin tones, the colors are gluten-free and can be molded over and over again to create anything or anyone children can imagine. World Colors Beeswax Crayons provide children with 15 break resistant, triangular shaped crayons, six of which are blendable to create any skin tone imaginable. Developed with the expertise of make-up artists, World Colors ensure the colors can be blended to match each artist’s own unique skin tone! For ages 3+

Far Out Toys Love, Diana collectibles including dolls, pets and playsets debut in Spring 2021.The range includes Season 1 of the Fashion Fabulous 3.5-inch collection of dolls, pets and playsets and the Princess of Play 2.5-inch collection with collectible mini-figures and a birthday party themed 5-pack. In Fall 2021, these lines will expand into Season 2 with brand new surprise styles and scents, along with new play sets. All small dolls and figurines will come in ice cream themed packaging and include unwrappable surprises. With over 27 million subscribers on his popular YouTube channel, Ryan’s World is more popular than ever! To continue their line of Ryan’s World offerings, Far Out Toys has created the Ryan’s World Tour Board Game. The game will allow children to fly around the world learning about different countries and cultures. As they travel, kids pick up power-ups and collect Micro-Figures and rarity stars -- the player with the most rarity stars wins! Ryan’s World Tour will be available February 2021 at Target. Also new under the Ryan’s World umbrella is the Crash Circuit Junior Pro: Race with Ryan racetrack. Race Ryan vs. Combo Panda on this specially designed figure-eight racetrack for junior racers! The track comes with two RC powered race cars and controllers and features the crashing impact of the Crash Circuit cars that kids have come to know and love! Crash Circuit Junior Pro: Race with Ryan will be available in the fall.

44 tfe February 2021

TFE_New Product.indd 44

2/9/21 7:47 PM

FEATURED CONTENT

2021 | New Toys & Games Flycatcher Innovative, open-ended smART STIX let kids 8+ engineer their own projects using bendable aluminum rods and smART connectors. After choosing a blueprint from the free smART STIX app, they use the included smART workbench to measure and cut the exact size and number of aluminum rods needed. Then they bend them into shapes and connect them to build their design. smART sketcher 2.0 takes everything you loved about the award-winning smART sketcher projector and kicks it up a notch with improved hardware, new content, more durable content cartridges, a sturdier base, and built-in cartridge storage. This one-of-a-kind STEAM learning toy puts the fun of drawing and writing into the hands of kids with stepby-step sketching and curriculum-based learning activities. Right out of the box, kids can engage in over 60 age-and grade-appropriate activities that encourage small motor skills and creativity in kids 5+. Smarty ABC lets kids ages 3 to 5 explore letters, words and emotions using click-in blocks and engaging audio. Three levels of learning include letter and emotion identification, spelling, and simple storytelling. It offers over 50 age-appropriate activities with randomized responses, so they never play the same way twice. The educator-vetted content encourages early reading skills, communication, and emotional intelligence. Smarty ANIMALS invites kids (3 to 5 years) to learn about arctic animals and numbers one to 10 using click-in puzzle blocks and engaging audio. Multiple levels of play include creating animal part puzzles, discovering animal fun facts, animal sound identification, plus counting and adding. Fosters curiosity, early math skills and imagination. All products available fall 2021. Fog of Love Fog of Love is a game suitable for ages 18 and up, designed by the Danish innovator and game enthusiast Jacob Jaskov. Behind the beautiful design and the fun of fictional characters going through the struggles of reaching relationship goals lies years of research in the science of love and game mechanics. This means the game mimics the behavioral patterns we all live day to day. Playing Fog of Love is like starring in a romantic comedy; it’s a rollercoaster ride of awkward situations, laugh out loud moments, and difficult compromises you have to make. Two players will create and play two vivid characters who meet, fall in love, and face the challenge of making an

unusual relationship work. You can take your Fog of Love relationship to the next level with the three new expansions. Each expansion adds a new dimension to the game and allows you to experience an even more varied range of incredible and humorous love stories. In the It Will Never Last expansion, you two have nothing in common. How will you navigate a relationship that is doomed from the start? This is Fog of Love’s most challenging story yet. With the Paranormal Romance expansion, tell a powerful, cinematic love story that will leave a lasting impression and echo through future plays of the game.Trouble with the In-Laws expansion means your parents have arrived! And they’ve brought their opinions…can you juggle keeping them happy, as well as your partner?

Globber Globber scooters continues to expand their presence in the North American market with the launch of three new colors of the award-winning Primo Foldable Scooter — in teal, violet, and titanium red, so riders ages 3 to 6+ can get the best of Globber in their favorite color. Globber made small changes to deliver big differences on their Junior toddler scooters. Designed for toddlers as young as 2 years old, the Junior Foldable Fantasy comes in a variety of exclusive, new colors and patterns, and Globber’s patented security features that will make each toddler’s ride safe and stylish! 45 tfe February 2021

TFE_New Product.indd 45

2/9/21 9:32 PM

FEATURED CONTENT

2021 | New Toys & Games Goliath New in family games from Goliath, it’s Beware of the Bear Take turns poking the bear… but don’t wake it up! If you’re successful, take the amount of items from its stash that you rolled on the die. If you wake the bear it will fly out of the cave. If you don’t catch it, you have to give away part of your stash. The player with the largest stash when the bear wakes wins the game. Goliath also introduces Skid Markz. Everyone loves a goofy pup and everyone knows the pup scoot. This isn’t your typical drawing game; your poop is your pen! “Scoot” your pup to draw your image and get your team to guess the picture before time is up to win the card. Roll the die to determine how long the leash has to be; the longer the leash, the more challenging the sketch. The first team to get 10 cards, wins. Take your domino skills to the next level with Reaxion. Attach, create, build — anything is possible with Reaxion. Open play pattern allows for creative engineering as children tap into Reaxion’s STEM attributes. And in adult and party games, solve the mystery in There’s Been a Murder. Set in an austere country house in 1930s England, everyone is horribly shocked by a murder but nobody wants to talk about it. Can players work together to crack the case or will the murderer escape justice? All games slated to launch fall 2021. Green Toys The Green Toys Cargo Plane is filled with freight and ready to take flight! This bright yellow and blue flier features a threewheel design and handle on the body, so little pilots ages 3+ can easily go from taxiing on the ground to soaring in the sky on an eco-friendly adventure. Access the spacious cargo hold through a flip-down door that doubles as a ramp. The Green Toys Fire Plane brings scoop-and-soar fun to a whole new level, and is the perfect complement to any bathtub fleet. Using the handle on the back of the body, scoop in water through the front of the plane, then fly it high as water streams out from the back and bottom. With a wide wingspan yet lightweight design, this aircraft is great for little ones and big kids alike. When the mission is complete, flip down the door on the bottom to clean inside with a bottle brush, or put the whole vessel in the dishwasher. For one year and older. The Green Toys Disney Baby Mickey Mouse Stacker takes a classic toy and makes it safer and more playful, with no sharp edges, small parts, or interlocking pieces that can pinch fingers and an adorable Mickey Mouse-themed topper and base. The seven brightly colored red, blue, and yellow nesting pieces stack easily from large to small, while also allowing children to use their imagination and stack in any order. The set is designed with no center post, making it a perfect first stacking toy for babies. They can gain practice in important developmental areas, including motor skills, coordination, categorization and sorting, problem solving, spatial reasoning, and color identification. Like all Green Toys, the stacker meets FDA standards for food contact and is dishwasher safe, making it safe for teething babies to put in their mouths. Recommended for 6 months and older. All products are made in the USA from 100% recycled plastic with no BPA, phthalates, or PVC. Griddly Games The good clean fun of Just Add Soap is the eighth product in Griddly Games’ signature “Just Add__” line of multi-award-winning STEAM (Science Technology Engineering Art Math) Kits. Soap joins the branded series of kits, that already “adds” Milk, Glue, Sun, Egg, Sugar, Baking Soda, and Fruits & Veggies. Just Add Soap, recommended for ages 8+, is a fun kit that has the under-

lying study of elasticity and geometry. This bubbly STEAM kit will slip in an increased interest from any budding scientist and artist. Using the new kit, children learn about the geometry of bubbles, density of liquids and chemical reactions while they enjoy over 20 different sparkling fresh new experiments and activities, that can be done over and over again. Just Add Soap is scheduled to hit store shelves in Fall 2021.

46 tfe February 2021

TFE_New Product.indd 46

2/9/21 9:29 PM

FEATURED CONTENT

2021 | New Toys & Games Guion the Lion “Guion The Lion” is a new children’s book that celebrates the differences in all children through a colorful and exciting journey. The book, which follows the adventures of an imaginative little lion who sees things a little differently from his friends, was penned by mother, entrepreneur, and author Rebecca Wilson Macsovits and inspired by her three children including Guion, her oldest son who also has Down syndrome. Full of whimsical delights, discoveries and beautiful watercolor illustrations, this book teaches children that appreciating individual differences and embracing others’ ideas can lead to unimaginable adventures and endless fun.

HABA USA No room for a play kitchen? The Cookery Set Culina is a practical alternative. The hotplates and the fried egg allow children to role play. The special feature here: the knobs rotate and make an entertaining clicking sound. In the spacious, modern Little Friends - City Villa Dollhouse, the Little Friends have everything they need: a large table to gather round and have their meals, a cozy seating area to relax in, a playroom, and of course a sleeping area where they can dream the most beautiful dreams. Respond to an emergency situation with the Motor Skill Game Action Stations. Depending on which side of the board is facing forward, the brave firefighters or vigilant policemen are called to action. The helicopter holds the themed rollers ready. Given an initial push, they then tumble along the hollowed-out game board.

New Unicorn-inspired items include the Unicorn Glitterluck Puzzle and Animal Upon Animal Unicorns wobbly stacking game. Little puzzle lovers will also enjoy the Puzzles Pets, three puzzles with different motifs providing diversity for children when puzzling. Find it in three puzzles of 12, 15, and 18 parts. Additional game offerings include the colorful memory game Hedgehog Haberdash; murder mystery game The Key - Murder at the Oakdale Club; two new threading games, Rainbow Caterpillar and Dress Me!; and several My Very First Games titles. And rounding out the baby toys category are the Roly-Poly Stacking Bear, which rocks backwards and forwards with a tingling bell and rearrangeable soft fabric rings, as well as the Dangling Figure Parrot, with rotateable wooden discs, a large wooden ring for grabbing, a bell that jingles, and strings to hang it up anywhere.

Hape Brands Hape Brands readies several new infant and baby toys for launch in 2021. Designed to replicate a playful spaceship, the Rocket Ball Air Stacker brings an added dimension of fun to playtime, and its airflow technology introduces STEAM to little ones. Available in spring, for toddlers two years and older. Launching in the fall, DJ Mix and Spin Studio drops the fun beats while little ones create their own funky music. As the leader in infant and toddler music, the DJ Mix and Spin Studio encourages rhythm and sound recognition as they explore each interactive button, knob and dial on the colorful, portable turntable, and mixer unit. For 12 months+. Releasing in the spring are two items for outdoor beach and pool play. The New Fold & Go Beach Set is a fully collapsible pail; perfectly portable for on-the-go warm-weather fun, it features a stylishly designed pail that folds down almost completely flat. Pack it neatly into its lightweight nylon zip-up carry case along with its colorful plastic shovel and fish mold. The new Musical Whale Fountain brings innovation to bath and outdoor pool play. It offers five colorful whales that act as piano keys and creates a grand fountain display. The fountain enables children to explore rhythm and sounds through fun waterplay. It can be used in a tub or kiddie pool for indoor/outdoor play. 47 tfe February 2021

TFE_New Product.indd 47

2/9/21 6:55 PM

FEATURED CONTENT

2021 | New Toys & Games Hasbro Meet the Baby Alive Dino Cuties: a cozy dinosaur gang that’s always ready to play. This adorable Baby Alive Dino Cuties doll drinks and wets, comes with a vibrant, dinosaur-style removable onesie and matching hood. She also features fun, reptile-inspired facial decoration. The Baby Alive Sunshine Snacks is the first Baby Alive doll to feature both feeding and waterplay. With the included solid reusable doll food, ice pop mold and stick, kids can make ice pop shapes to feed Baby Alive Sunshine Snacks doll. The click-change diaper flap also makes changing-time a breeze for this baby doll that eats and “poops.” Compete with the elite using the authentic Japanese Beyblade Burst battle system, with the Beyblade Burst Pro Series Cho-Z Valtryek Starter Pack, Achilles Starter Pack, Orb Engaard Starter Pack, or Elite Champion Pro Set. Beyblade Burst Pro Series tops, launchers, and Beystadium offer authentic components and battle performance features. Tops feature premium deco and die-cast metal for a competitive edge in battle.For ages 8+. furReal Airina the Unicorn & Flitter the Kitten pets are wonderfully fantastical, and their color-change eyes reveal many moods. There are two ways to activate their fun lights and sounds. Feed them with their included treats or press their back button to flap their wings. Kids can groom and style their own furReal Glamalots Interactive Pet Toy. Give this doggie diva a sweet new ‘do with the included styling accessories, then attach her leash to take her for a walk. She’ll make lots of happy sounds as you stroll along. Worlds collide in this Transformers-Ghostbusters mash-up as the iconic Ecto-1 Cadillac from the Ghostbusters: Afterlife movie converts to a Transformers robot – the Ecto-1 Electron. Electro stands at 7 inches tall, converts between Ecto-1 and robot mode in 22 steps, and comes with movie-inspired accessories.Poltergeist popping action is back with the Ghostbusters Kenner Classics Ghostpopper. Comes with six soft foam Ghostpops and three cut-out ghost targets. The Ghostbusters Plasma Series Ecto-1 collectible features premium deco with incredible detailing inspired by the updated look of the new Ecto-1 as seen in the 2021 movie. Sized right for small hands, the 10.7-inch Ghostbusters PSA Stay Puft Marshmallow Man figure features articulation and multiple preschool-perfect facial expressions. Kids can press the button on Stay Puft’s head to change his expression and imagine fun stories. Play-Doh expands its cooking play offerings with the Kitchen Creations Grill’N Stamp Playset and Flip’N Pancakes Playset. Meanwhile,dino-loving kids ages 3 and up can imagine prehistoric adventures with the Dino Crew Crunchin’ T-Rex Growin’ Tall Bronto. Plus, trips to the dentist are a little less scary with the Drill ‘N Fill Dentist. Next, it’s time for a haircut with the Crazy Cut Stylist. Meet new Transformers including the 3.5-inch Transformers: Generations War for Cybertron: Kingdom Core Class Assortment figures, 7-inch Deluxe Class Assortment figures, and 7-inch Leader Class Assortment figures. Every Kingdom figure comes with one Golden Disk card that reveals the possible destinies of certain key characters. Primal powers are unleashed on the battlefield with the fierce beast modes of the Maximals and Predacons paired with the ancient and highly advanced F.O.S.S.I.L. (Fossilized Osteo-Skeletal Shield Integration Loadout) technology used to beastify the Autobots and Decepticons. This technology allows sentient Fossilizer bots, infused with primordial energy, to break apart and weaponize their allies.

Hexbug Unbox the all-new Junkbots Large Factory Habitat! With over 200 pieces, experience the ultimate unboxing with 15 stages of fun! Deconstruct the factory’s pipes to make a secret build or create your own design! You’re on the ultimate mission to investigate every nook and cranny to find the four Junkbots hidden in your habitat. There are 24 all-new JUNKBOTS to collect. Equipped with power light modules, you’ll have fun plugging in to a whole new experience when junk is alive! Bring the habitat and your Junkbots together to show off your complete Junkbots collection, 60 Junkbots in all. Coming fall 2021, ages 5+. 48 tfe February 2021

TFE_New Product.indd 48

2/8/21 4:16 PM

FEATURED CONTENT

2021 | New Toys & Games Hub Games Two to four players ages 6+ must help their brightly colored frogs take control of their tiny corner of the rainforest in Flip Over Frog. Pay attention and cleverly place your frog tiles, causing those around you to flip face down OR face up. When all squares are occupied, the game ends and the player with the most face-up frogs is the winner. In Prisma Arena, players 10+ begin their training as a guardian of hope with this fun, tactical, card-driven game of over-the-top arena combat. Spar alongside Mo’kon — friendly creatures that embody emotions. As they train, players customize their hero with unique powers and costumes that reflect their unique personality and play-style. I’m A Girly I’m A Girly 18-inch Fashion Dolls and I’m A Stylist styling heads are co-designed by Kids4Kids, a design panel made up of 8 to 14-year-old boys and girls who tell the brand how the product should look. Dolls are made from high-quality vinyl with hair that can be styled and combed, thanks to Kanekalon (a material used in production of adult wigs). Kids can even cut their hair and exchange the wig afterwards. I’m A Girly characters include Lola, Lucy, Zoe, Kayla, Jasmine, Mia, and Robyn. Approximately 13 inches tall, the styling heads have broad faces and interchangeable wigs made of high-quality, synthetic fibers. There are four versions of the styling head — Lucy, Lola, Jasmine, and Ella —each iwith self-adhesive face gems, hair accessories, and removable, washable top.

IMC Toys IMC Toys continues to grow its Cry Babies, VIP Pets, and Bloopies lines. Meet the new Cry Babies from Tutti Frutti Bay: Mel, Ella and Pia. These very special Tutti Frutti Cry Babies come dressed in fruit-themed pajamas and are sweetly-scented to match. Also, discover 12 new Cry Babies Magic Tears characters in the Cry Babies Magic Tears Tutti Frutti collection. These fruit-scented characters cry colorful, jelly tears. And introducing Cry Babies Pets. With three pets to collect, children and their Cry Babies will have a fur friend forever. Just like their doll counterparts, the pets cry real tears. Plus, Cry Babies Magic Tears Coney is back and this time she’s baking up sweet treats in her own Bakery Cart. There’s also the Cry Babies Magic Tears Fantasy Pets, Cry

Babies Magic Tears’ new animal friends with enchanting glitter and pearl details. There are six to collect. VIP Pets are back — this time, with a glitter twist. VIP Pets Glitter Twist features 12 new characters, all with glitter woven into their 12 inches of long luscious hair. The VIP Pets Mini Fans are superfans of VIP Pets. Each Mini Fan has a favorite VIP Pet and shares their passion for hair. With eight inches of gorgeous, colorful hair, the styling possibilities are endless. Bathtime just got more fun with new Bloopies Floaties. These Bloopies sisters love to swim and come with their own animal-shaped float. When children pull the rope to rotate the motor, the Bloopies will swim alongside them. For even more fun, give Bloopies Floaties a squeeze and make the float squirt water. There are five total to collect.

iPlay, iLearn This playful Ocean Animal Cookware Set, complete with a portable gas stove, is a creative take on popular kitchen pretend play toys. With four original animal designed cookware, and a portable gas stove with sounds and music, this set is sure to be a hit in play kitchens for children ages 3 and older. 49 tfe February 2021

TFE_New Product.indd 49

2/8/21 4:22 PM

FEATURED CONTENT

2021 | New Toys & Games Jazwares New Jazwares preschool items based on properties Blippi and CoCoMelon launch this spring. The 9-inch for ages 2+ Blippi Talking Figure is fully articulated and talks, with eight Blippi sounds and phrases included. The CoCoMelon Musical Tractor is brightly colored with a 3-inch figure of JJ, a character from the CoCoMelon series on YouTube. The toy can seat any 3-inch CoCoMelon figures, and plays animal and tractor sounds, “Old MacDonald,” and the CoCoMelon theme song. Suggested for ages 2+. Also launching in the spring, new Fortnite-inspired toys for ages 8+. The Fortnite Legendary Series Figures - Brawlers Assortment, standing seven inches tall, are highly detailed with over 35 points of articulation. High ground just got a whole lot closer with the Fortnite Choppa feature vehicle, paired with the iconic Blaze character and a Legendary Assault Rifle. Over 17 inches long, the Choppa has enough room to hold seven 4-inch figures. Or ride the shockwave with the Bombs Away! Glider, including a 4-inch Jules figure and the Wrenchers Harvesting Tool. Plus, Roblox fans ages 6 and up can look forward to Roblox Imagination Collection - Figure Packs. Every package comes with a redeemable code to unlock an exclusive virtual item on Roblox. In the dolls category the GlamCrush Crush It Girls assortment offers 12

different styles to collect. Every mystery Crush It Girl includes a mini three-inch collectible doll that comes packaged in a makeup brush-shaped case, which can be used for storage and provides a surprise unboxing experience. Each individual doll comes with a natural bare face that can be glammed by swiping a wet blender brush across her face for a magic makeup reveal. Favorite Squishmallows characters get miniaturized with the Squishville Mystery Mini Plush Assortment of 2-inch plushes. These mystery mini-Squishmallows plush toys come with a fashion accessory they squeeze into. Mix and match fashions with 24 characters to collect, each sold separately, for ages 5 to 8. Jazwares grows its Blackpink offerings with three new items. The Blackpink 3-Inch Figure Four-Packs are inspired by the popular K-Pop group. Each doll is dressed in a memorable style from Blackpink’s music videos. Hit the dance floor with the Blackpink Sophisticated Superstars Clutch. Recreate favorite moments with the 3-inch mystery figures; each one includes three removable accessories, a stylish hairstyle, and a collectible keychain and charm.With the Blackpink Feature Lightstick, any room can be transformed into a Blackpink sold-out concert. This 8-inch K-Pop lightstick features three light modes: pink light mode, pulsing light mode, and music reaction mode. When music is played, the lightstick glows to the beat of the song.

Just Play Behind every door, a surprise is in store with the Disney Doorables Multi Peek Series 5 collectible figures, available March 2021. Ages 5+ will discover the ultimate unboxing experience with a fresh packaging design featuring multiple layers of peel and reveal secrets. Each character stands about 1.5 inches tall with stylized detailing and sparkly glitter eyes. There are 41 characters to collect. Inspired by the “Princess of Play,” the Love, Diana Adventure Set has everything little ones 3 and older need to create a fun-filled princess adventure. The role play set comes with a talking cell phone to talk to Diana, a map to the Land of Play, sunglasses, a 2-in-1 brush that transforms into a wand, and a sticker sheet. Little adventurers can keep all their accessories safe in the Adventure backpack

as they head off to the Land of Play. Winner’s Stable releases two new playsets for children 3 and up. The Winner’s Stable Doll and Horse Set is a beautiful start to any horse collection. Each doll stands five inches tall, accompanied by her accessorized horse companion. This dazzling duo has matching styling that highlights their inseparable bond. They even have poseable features, and a champion ribbon kids can peel to reveal a surprise. The Winner’s Stable Deluxe Vet Trailer Playset comes with one 5-inch poseable Scarlett doll, one 7-inch poseable Stardust horse, one vehicle, and one trailer. There are 22 pieces altogether — including a vet bag, stethoscope, syringe, pop-up x-ray machine, and stickers to decorate the trailer — so kids have everything they need to give Stardust a checkup. The Blue’s Clues & You! Talking Build-a-Blue 3D Puzzle offers nine pieces, displaying a colorful barn and favorite characters like Blue and Shovel & Pail Each piece is designed for little hands, so fans 3 and up can complete the puzzle and press the button to hear sounds and phrases from the show. Based on Raya’s steed Tuk Tuk in Disney’s Raya & the Last Dragon, the Fold’n Roll Tuk Tuk Plush is made with super soft materials and features unique designs with an embossed fabric shell. This adorable friend is 11 inches long when unrolled and kids can really roll him into a ball,

50 tfe February 2021

TFE_New Product.indd 50

2/8/21 4:23 PM

FEATURED CONTENT

2021 | New Toys & Games Kess Kess unveils a new spin on its best-selling play balls with Light-Up Drop Dots with a spiky texture that gives them a unique feel while making them easier to catch and grip. Ultra Grip Light Up Drop Dots are made with patented gripping material and light-up technology to allow for colorful play with enhanced visual effects. Ultra Light Up Ice Hopper is a glitter-filled, light-up take on a classic toy. As it spins around, the toy sparkles with liquid glitter providing a fun shine effect. The Light Up Designer Hoop, available exclusively at Target, is made with a fashionable mesh to create a cool look and functional grip. The new Duo Tone Light Up Hoop introduces a new sporty look, while boasting patented V-Grip Technology to allow for better grip while hooping.It’s available exclusively at Walmart. Ice Jump Rope fosters active, outdoor play with a sparkling handle on each side of the colorful rope. Designed for long-lasting play, the Ice Jump Rope will be available in three colors exclusively at Target. de.bored Puzzles from Kess boast a simple mission: to help adults de-stress and solve boredom through colorful, strategic and repeat puzzle play. Ranging from 500 to 1,000 pieces, de.bored Puzzles are designed by influencer artists for adults of all ages, with more designs rolling out in 2021.

LittiCity The Litti Pretty Baby is designed with realistic features such as blue eyes with hand-painted details, lips and mouth that can be fed with an included bottle, puckered lips, and blush cheeks. Little ones can care for their baby doll with the nine-piece Diaper Bag, which includes magic feeding bottle, easy to clean silicone bib/apron, two woven fabric diapers, changing pad, silicone wipes box with tissue pack, and a teether. The silicone bib and tissue box are made to not break during play time and the diapers are made with woven fabric, not paper products, so they won’t rip. It’s designed with inspiration from adult diaper bags for a stylish and durable look. The Teacher’s Bag comes with a premier handbag that holds all the accessories little ones need to pretend play as a teacher. Kids can doodle their lesson plans on the white board and erase them with the included eraser, or practice their math and addition skills with the real magnetic numbers. More accessories include a bell kids can ring to start class, a pointer, realistic flash cards to teach colors and numbers, a hall pass, and stickers to reward students for good grades.

Loog Guitars Loog Guitars are designed to make it fun and easy to play music. They come with flashcards that teach kids how to form chords, and an app that will get them playing songs on day one. Loog has songs by The Beatles, The Stones, Taylor Swift, Bruno Mars, and more. Young musicians can also play karaoke-style and learn through Augmented Reality. New Loog electric guitars have a built-in amplifier and speaker that also lets kids play out loud without needing to hook it up to an amp. Three new guitars become avilable this spring: the Loog Mini Electric for children as young as 3; Loog Pro Electric for 8 years and older; and Loog Pro IV Electric for 12 years and up. 51 tfe February 2021

TFE_New Product.indd 51

2/8/21 4:23 PM

FEATURED CONTENT

2021 | New Toys & Games Mattel This spring Fisher-Price will introduce new baby and toddler items. The Laugh & Learn Lil’ Gamer handheld gaming console looks like the real thing with a D-pad, A and B buttons, pretend game cartridge, and a light-up screen. For 6 months to 36 months. Toddlers ages 1 to 5 years can order, “cook,” and “serve” up hours of delicious pretend play with the Little People Serve It Up Food Truck from Fisher-Price. The pretend taco truck has a play kitchen, a fold-out dining area, and comes with two Little People figures. Babies 9 months and older can dive into exciting crawl-and-chase play with the Linkimals Sit-to-Crawl Sea Turtle, featuring two ways to play as babies grow, plus fun music and phrases that teach the alphabet, counting, and shapes. For the first time ever, the Barbie & Ken Fashionista Doll Assortment will offer a Ken doll in a wheelchair, a doll with a lighter skin tone with vitiligo, and a Ken doll with a rooted afro. Meanwhile, Barbie Color Reveal Shimmer Series will deliver an unboxing experience with seven surprises. Both Barbie items for ages 3 and up. For 4+, Polly Pocket launches Polly Pocket Big World Assortment. Each Pocket World opens to a specific theme, has secret reveals, micro dolls, and accessories. Animal assortment includes Corgi Cuddles, Jumpin Style Pony, Hedgehog Café, On The Farm Piggy, Dolphin Beach, and Butterfly Backyard. The latest Hot Wheels vehicle from the #1 selling toy in the world is the Mars Perserverence Rover, a replica of the real-life NASA rover landing on this month. Disney Pixar Cars fans 3 years and up will love hearing their favorite characters emit sounds from the movie with the Disney and Pixar Cars Track Talkers. Just over five inches long, they’re perfect for push-around storytelling fun. Just press the roof to hear sound effects authentic to the world of Cars. The Matchbox Moving Parts Assortment have a moving parts feature, like doors, a hood, or trunk that open. Featuring reproductions of popular car brands, these die-cast vehicles can be used for play or display. Both longtime fans and new generations of kids 6 and older can experience the thrilling action and adventure of He-Man, Skeletor, the secrets of Castle Grayskull, and more with the Masters of the Universe Origins Figures. Standing 5.5 inches tall, they’re highly poseable with 16 moveable joints. Each figure comes in retro packaging with a battle accessory and mini comic book. Wreck the motorcylce and the competition with the WWE Wrekkin Slamcycle Vehicle. Kids 6+ can roll down to the ring with the Drew McIntyre action figure in a 10.5-inch motorcycle that can be smashed, bashed, and crashed again with nine breakable parts.

MasterPieces MasterPieces adds 250 new puzzles with additions to its most popular lines as well as 10 completely new puzzle line assortments. Featured lines include 550-piece Good Eats; 1000-piece TV Time; and a new MasterPieces Gallery series of 1000-piece blue board linen premium big box puzzles with European styling. Meanwhile the MasterPieces’ Fan Shop, which contains all of its officially licensed NFL, MLB, NHL, and NCAA sports properties, FanPans, and Baby Fanatic products, will add 300 new toys, games and collectibles. Classic games, such as checkers, -Opoly and -Opoly Junior games, playing cards, dominoes, and many others add new designs, styles, teams, licenses, and character variations for new toys and games.

Miniland USA To fully support representation and acceptance of others, Miniland — maker of classroom toys and games focused on social and emotional learning — launches their line of dolls reflecting children with Down syndrome. Available in various ethnicities, Miniland’s Dolls with Down Syndrome showcase

the babies’ sweet facial characteristics in a realistic and respectful way, to encourage acceptance and inclusivity. At 15 inches, each doll has a soft vinyl body and movable limbs and comes in soft undergarments so young children can dress them in any 15-inch fashion from the Miniland Collection. For ages 10 months+.

52 tfe February 2021

TFE_New Product.indd 52

2/9/21 7:01 PM

FEATURED CONTENT

2021 | New Toys & Games Moose Toys Meet Squeakee Dino, a close friend of Moose Toys’ hugely popular Squeakee the Balloon Dog. B-Rex is part balloon, part dino with new tricks, games and more than 70 sounds and movements. Put on his headphones and he bursts with personality as he busts out his dance moves. Feed him his bone and play tug of war. He’ll let out a roar, but give him a scare and he’ll turn tail. He can get so “deflated,” that like a balloon, B-Rex might “pop.” Pull his tail and he’s back to his old balloon-form self and ready for fun. Pull it again and he “squeaks” out a fart sound. Available in August, for ages 5 to 8. From Little Live Pets, My Pet Pig Piggly is the first electronic pet pig that kids can take for a walk. Click on her leash to walk Piggles; feed her from her special bottle and watch her nose and ears wiggle. She lets her needs be known with 25 sounds and reactions. There’s nothing slow about Little Live Pets Gotta Go Turdle when he’s gotta go. Feed him his special food and watch him do his neck-wiggling dance. He’ll sing, chat back, eat, and poop over and over again for endless play. Dream Seekers dolls inspire girls 5 to 8 to achieve their aspirations, believe in themselves, and follow their dreams. Each Dream Seeker has a dream mark on her wrist, wings to spread, and a different dream and style. The 14-inch dolls come with a hair comb and three clips for extended hair play, a removable hair ribbon, and removable skirts to mix and match between the collection. The Dream Seekers Deluxe Light Up Doll, Stella, has giant wings that twinkle when the dream mark on her arm is pushed. Press her heart and she lights up in yellow, blue, pink, or purple. Young children aged 3 to 6 can care for Kindi Kids Bubble N’ Sing Pearl doll by feeding her tropical ice cream-scented “formula” from her bottle and drying her off with her mermaid towel to hear her more than 20 giggles and coos. Press her tummy and watch her magically blow bubbles. The Treasure X Monster Gold will bring out the inner mad scientist in children 4+ with the chance to build a monster back to life. Pour a monster elixir over mummy wrap, watch it bubble, and dissolve the mummy wrap to reveal.There are six to collect, including a rare gold monster in the Monster Coffin Single Pack. The Mega Monster Lab Playset takes monster-building with a “mad scientist” and “Frankenstein” figures. Help monsters escape through the secret elevator, use a crane to remove Frankenstein’s brain, fill a monster’s guts with slime, and more. Never Wrong Toys Never Wrong Toys builds on its Laser Pegs line this year. Steampunk Explorers encourages themed play, taking kids on an underwater adventure where fantastical sea creatures meet magical machines. A Steampunk comic book is included in each Steampunk Explorers set. MicroSparks are designed for snack-sized builds, with sets including the Vehicles Assortment, Creatures Assortment, and Vehicle Two-Pack. Laser Pegs Multi-Models allow kids to build and rebuild over and over with one set. The patented light-up bricks in multiple colors are compatible with other leading brands. Sets include: 4-in1 Mini Construction, 4-in-1 Microhawk, Hornet & Grasshopper, Spider & Scorpion, and 5-in-1 VTOL Sparhawk

Noble Collection BendyFigs, the brand new Toyllectible line of figures, have highly detailed, bendable sculpts to pose, play and display. With a removable display stand and each standing at approximately seven inches tall, BendyFigs can be found for properties such as Harry Potter, Universal Monsters, Star Trek, DC Marvel, and Lord of the Rings. Travel to Jurassic Park where dinosaurs dominate this chess match. The Jurassic Park Chess Set is complete with 32 sculpted game pieces and full graphic board. Or enter an intergalactic chess expedition with the Star Trek Tridimensional Chess Set. This is an authentic prop replica of the Tridimensional Chess Set as seen in the Star Trek TV series. With three main playing boards and four movable “attack boards,” it measures 13 inches tall. Includes acrylic game boards and 32 die cast pieces. 53 tfe February 2021

TFE_New Product.indd 53

2/9/21 7:02 PM

FEATURED CONTENT

2021 | New Toys & Games PlayMonster The Koosh ball is back with new twists on the well-known brand. The original Koosh ball returns with the 3-inch Koosh classic (3+) — tactile, easy-to-catch, and colorful, it’s great for indoor and outdoor play, and also makes a great fidget ball. Plus, Koosh gets a little bigger with the 6-inch Koosh Mondo (3+) . Then, for 6+, Koosh Flingshot delivers three flingable Koosh balls that can fly over 50 feet in a fun, safe, slingshot form.Koosh Whoosh is a 10-inch, flying disc made of soft, flexible, material. The Koosh Electronic Game tests players’ aim with three game modes: Triple Threat, Cornhole, or Sharpshooter. Using a Koosh ball and the included flingers, take aim and shoot at the five light up target areas as prompted. Snap Ships 2021 adds to the fleet and features fresh colors, new form factors, and new, unique UJU tech accessories. Drone Fusion Builds offer new real shooting projectiles; there are three to collect and combine into larger Fusion Builds. As kids “fly” Javelin M-02 Attack Speeder, they can adjust and rotate cannons, radar shields, strut arms and engine hubs as desired. The Maul FT-12 Assault Mech features so many hinged and rotating joints and parts that it could be a human hunting its enemy. The Claymore CR-76 Combat Transport packs a punch when the back bay door is rotated to press the button that quickly releases the mini mech for ground battle. Up front, the bay doors open to reveal mech working bays. The Tunnelweb K.L.A.W. Spider Mech is one wicked mech with its multiple movable joints and rotating legs and shoulders. Its grappling hook fires at the flip of a switch. The Spitter K.L.A.W. Missile Cruiser’s cannons easily pivot and its unique wing missiles fire by pressing on the back.The Hammerjaw K.L.A.W. Carrier Gunship can release drones with the flick of a switch, and the drones drop and legs rotate to unfold. With all the rotating pieces, Hammerjaw can detect Forge ships and aim with accuracy. Ages 8+. New to the Spirograph line, the Spirograph Animator features iconic gears like the original, but once the designs are created, they come alive on teh animator. The spinning and lights create an amazing 3D effect. The Spirograph Keychain is a pocket-sized way to draw Spirograph. Clip it to a backpack or key ring to draw designs on the go. The 10-inch Spirograph Design Ruler features two built-in rings and three gears in a reclosable tray,

plus stencil shapes and special drawing edges. In other new arts and crafts products, Latchkits Yarnimals are a fun and easyto-learn craft—just loop, hook, and pull. Everything kids 8+ need is included: the handy looping tool, pre-cut premium yarn and color-coded, two-piece form make getting started on projects a snap.Colorforms celebrates 70 fanta-stick years with the Colorforms 70th Anniversary Edition (3+), a box set including 350 pieces in a spiral-bound activity book, playboard, and design guide for restickable fun. With Crafty Cakes, children 5 and up can design a pretend cake to display or gift by “frosting” and decorating with the included “cake,” “frosting,” “sprinkles,” stickers, display stand, and surprise collectible cake topper. Available in three colors/ scents: Candydazzle Drizzle, Fantasea Shimmer, and Magicorn Glitter. The Peppa Pig Play and Grow line is a fun way for kids 4+ to interact with nature and play. Peppa Pot is Peppa’s little house where kids can grow plants on top. Peppa’s Garden Playhouse is a grow-and-play set where the watering can is Peppa’s playhouse that grows plants on top. Preschoolers can play with Grandpa’s Greenhouse and grow two pots of plants, as well as build a scarecrow to keep them safe. Pop-A-Tops games for 5+ are designed to be compact and easily stored, with dice contained in the “popper” and cards that fit neatly in the tin. The fun popping action makes it engaging for kids. In Bake-A-Cake, players race to find the piece of cupcake that matches the part and color of the dice. In Match-A-Martian, they must find the Martian that matches the combo rolled on the dice. More new games include Zombie Chase, where players 7+ must escape the amusement park janitor-turned-zombie without getting zombified. Talk Birdie challenges players 6+ to make different bird sounds and try to find the other player making the same sound to get a match. Bad Bingo, for 17+, incorporates crazy dares into the classic game. When players see a row of cards with acts they’re willing to do or questions they’re willing to answer, they yell BINGO! And then do them... The Break In line is an immersive experience in which players must look for clues and solve puzzles that will lead them further and further inside the place they want to break into. Along the way they’ll see wonderful sites and meet interesting characters. New themes joining the line in 2021 are: Break In Area 51 and Break In Eiffel Tower.

54 tfe February 2021

TFE_New Product.indd 54

2/9/21 8:07 PM

FEATURED CONTENT

2021 | New Toys & Games Plus-Plus Kids 3 to 12 can take Plus-Plus with them anywhere they play, thanks to the Plus-Plus Travel Case. Durable, lightweight, and ready for action, the travel case includes a white baseplate and 100 mixed color pieces. The PlusPlus BIG Travel Case keeps toddlers busy whereever they are, with 15 pieces of Plus-Plus BIG in a sturdy travel case with a carry handle. For ages 2 to 6. With the Learn to Build - Spinning Tops, ages 5 to 12 can build five different styles of tops with the 240 pieces and five GO! wheels, then compete to have the longest spin or knock over the most obstacles. The Learn to Build - GO! Vehicles teaches kids how to build all things on-the-move: motorcycles, race cars, limousines, and more. The Desktop Windmill adds fun and organization to any desk, making it possible to build a windmill, waterfall, trees, flowers, and more. Made in Denmark using wind-generated power, it also doubles as a phone holder for video calls. Schleich New sets from Schleich Farm World allow children to imagine FW character Ben and his life on the farm. With the Puppy Agility Training set Ben keeps his bulldog Rosi and miniature schnauzer Bobby fit and teach them tricks, such as how to balance on the seesaw and and jump through rings. While the dogs share their reward bone, Ben swings on his tire swing. This set arrangement can be varied to provide limitless playing fun. Ben also helps his mother Laura load produce from their farm into the Sunny Day Mobile Farm Stand. Once their wagon is filled with apples, eggs, lettuce, potatoes, milk, and bread, they hitch up their pony Poppy and head off to the market to sell their food. The produce can be arranged as needed on the farm stand and the pointer on the scale can be moved. From the bayala line, Schleich introduces six sparkling unicorn foals, who can be told apart by their cute flower tattoos. Florany is cheerful and likes playing little pranks on the others, such as blowing flower pollen into their noses to make them sneeze.Lenuja is a little unicorn who spends her time daydreaming, sniffing flowers, and closing her eyes to enjoy the sunshine. Olaria, the energetic unicorn, is always up for a race against the others; she’s even raced against dragons and fairies. Whalda, the cute unicorn, can be found snacking on something sweet, especially the nectar from beautiful flowers. Elany is proud and always knows what to do; as the oldest, she is the leader of the group and the others listen to her. And adventurous Rajana is a curious explorer who will stick her nose anywhere, allowing her to discover new things and make new friends among the dragons and fairies in bayala. Shore Buddies Shore Buddies is a line of adorable, stuffed animals made from 100% recycled plastic bottles. The bottles are collected and sorted by recyclable collectors. It takes six plastic bottles to make one 12-inch Shore Buddy and the line features a fun array of huggable characters, including Sammy the Seal, Stephen Seagull, Shelly the Sea Turtle, Finn the Dolphin, and Emma the Whale. And just like the plush characters, the Shore Buddies Keychains make authentic animal noises. Made from two recycled bottles each, they are available in four mini characters: Stephen Seagull, Emma the Whale, Finn the Dolphin, and Sammy the Seal.

55 tfe February 2021

TFE_New Product.indd 55

2/9/21 7:03 PM

FEATURED CONTENT

2021 | New Toys & Games Spin Master In activity and construction, the all new Cool Maker Shimmer Me Body Art DIY studio lets kids 8+ create and apply shimmering art designs to their body. The innovative foil roller lets them magically transfer beautiful iridescent foil directly onto the body to create shimmery body art. This spring, the Kinetic Sand line launches the Ice Cream Treats set, including three colors of scented Kinetic Sand, six different tools and molds, and six topping accessories. Then, arriving in the fall, Kinetic Sand Surprise reveals a mini mystery playset and tool hidden inside. Each container includes 6 oz. of all-natrual Kinetic Sand and one of four themed playsets: Discover a Dragon, Unicorn, Tiki-Volcano, or Yeti. Orbeez introduces its first-ever playset this fall, Challenge Meez, providing a mess-storage solution, six included tools, and 2,000 grown Orbeez. With the Color Meez kit, children 5 and older can grow their own Orbeez and color them however they want; includes 400 clear grown Orbeez, 800 Orbeez seeds to grow, and three liquid colors. Meet Kissy the Penguin, a plush arriving in the spring that blows kisses to her friends and teaches babies how to give them back. Kissy can sing, move her wings, and play a kissing game. She’s made with safe, embroidered features, soft limbs, and a huggable body. A plush for ages 5+, Peek A Roo features 150-plus sounds and actions including a mystery baby reveal. The interactive pouch will reveal a surprise baby for Peek A Roo to play, dance, and cuddle with. More Hatchimals for 5+ are flying into stores in spring. Hatchimals Pixies Wilder Wings each have their own unique fabric wings with bold patterns and a special new reveal. Every pixie has a different look, two themed accessories, and comes in a new style of egg. The Wilder Wings Pixies Riders all have large glittery wings that kids can decorate with new accessories. They feature poseable heads and legs, and come with a matching Glider they can really ride. With the Hatchimals CollEGGtibles Wilder Wings, there are over 10 styles of Wilder Wings, including angel, flower, bat, cloud, split wings and more. From Spin Master Games, the Rubik’s Perplexus Fusion 3 x 3 unites two mind-challenging puzzles in one. Players 8+ roll the steel ball to the START space and twist the Rubik’s Perplexus to align the tracks and maneuver the ball through the inner maze.In partnership with meditation app Calm, Spin Master

Games introduces Calm Mindful Nature Scene 300 piece Puzzles. Puzzle makers can choose from six different zen landscapes, and the purchase includes a 30-day subscription to the Calm app. With PAW Patrol Rocky’s Reuse It Truck, preschoolers can recycle materials and turn them into tools to help save the day, using the rolling wheels, moving arms, and accessories like the brush, claw, hammer, and metal cubes. Standing at 36 inches, PAW Patrol Movie Tower is a replica of the mission command center as seen in the new theatrical movie. It features ramp transformation, vehicle launcher, suit up and uniform station, pup cubbies, a helipad, pup elevator, vehicle elevator, vehicle garage, and lights and sounds. Coming this fall for preschoolers: The Mighty Express Mission Station Track Set, with two stories of interactive lights and sounds. Included are a Nate pushalong train engine, cargo car, and Max figure. Plus, Gabby’s Dollhouse which looks just like the one on the show. Fans will find music and sounds, a dollhouse delivery system, working cat-o-vater, flip back roof, two figures, eight furniture pieces, two dollhouse deliveries, and three accessories. More Batman arrives in spring with the Batman 12-inch Bat-Tech Figures boasting 11 points of articulation, cloth cape, and detailed comic styling. The Batman Bat-Tech 12-inch Deluxe Figure offers large bat wings that expand, accessories that light up, and over 20 exciting sounds and phrases. Then in the fall, little superheroes will discover multiple ways to play thanks to the 36-inch, child-size Batman Bat-Tech Transforming Playset. The playset features an elevator to go up and down through all the levels, interactive functioning parts, lights and sounds, multiple exclusive accessories, a garage to load and store the Batmobile and is compatible with the four-inch figures. Monster Jam adds the Grave Digger Freestyle Force RC in the fall, featuring premium metallic deco with the Special Edition Champion design. Fans 4+ can master over 12 stunts just like they see in the live show. It’s the first and only remote control that allows users to drive while doing both front and rear wheelies. Bakugan fans 6 and older will expand their collection with Bakugan Geogan Rising — the set includes two exclusive Geogan, three Bakugan, six BakuCores, and collectible character, ability, and Gate-Cards. Children 6 to 11 will enter the world of Toca Life IRL with Toca Life Subscription Boxes, which arrive monthly and feature different themed activities such as Hair Salon or Finger Sports.

56 tfe February 2021

TFE_New Product.indd 56

2/9/21 8:12 PM

FEATURED CONTENT

2021 | New Toys & Games Sunny Days Entertainment Ravel Tales, the original children’s DIY collectible, is now available in an all-new series with 12 unique characters in super sparkly fabrics with the Ravel Tales Series 2 - Sparklers. Unwind the shimmery yarn ball to uncover tons of sparkle surprises including DIY activities, accessories, and of course a collectible plush Ravel Tales character. Kids 5 and older can sew a pillow bed and collar for their pet, then use the leftover yarn to braid a friendship bracelet for themselves, so nothing is wasted. Each playset includes one plush pet, yarn, a plastic sewing needle, pet name tag, two bed halves a play instruction manual, and collector’s leaflet. Live life in the fast lane with the Glow Racers Hyper Bass Vehicle. This 10-inch vehicle will light up the racetrack with LED lights that bounce throughout the entire car. Hear the roar of the engine with fun and exciting automotive sound effects that sound just like a real vehicle. With the push of a button, kids 3+ can turn on the motorized engine and take off on a high-speed chase. Bluetooth technology allows for wireless music streaming.

Super Impulse The outrageous miniature collectible brand, Wacky Packages Minis, based on the classic stickers by iconic trading card company Topps introduces a new series of mini toys and mini stickers to collect. Series 2 features 82 new mini toys and mini stickers including three different levels of rare styles — Rare, Really Rare, and Forget About It Rare. Classic toys, games, and more get miniaturized with new additions to the World’s Smallest line. The World’s Smallest Scrabble, Monopoly, Operation, and Quija all play just like the full-size versions.World’s Smallest Pop Culture Micro Figures are a new category of Super Impulse’s popular Micro Action Figures. Measuring at only 1.25 inches tall, each micro figure has three points of articulation, and includes a replica of the original blister card, display stand for collectors and storage, plus accessories the figures can hold. Launching in Spring 2021, the lineup includes Garbage Pail Kids, Hello Kitty, Bob Ross, and Richard Simmons. World’s Smallest Hot Wheels Series 6 with mini die cast and working wheels, are replicas of models like Great Gatspeed, Mid Mill, and Formula Street. World’s Smallest Hot Wheels Monster Trucks Series 2 features 5 Alarm, Tiger Shark, and V8 Bomber, and work just like the full-size trucks.

Pac-Man fans ages 8+ will find two new ways to play. Tiny Arcade Hello Kitty Pacman unites the beloved Sanrio character with the classic arcade game. Each Tiny Arcade comes with a keychain; complete gameplay; full color, hi-res screen; authentic game sounds; joystick; and two directional buttons, in a backlit arcade style cabinet. And introducing Pac-Man Tilt, an exciting, handheld electronic video game controlled by motion, played on a high resolution, high definition screen. Twist, turn, and tilt to control Pac-Man through the maze while eating up pac-dots along the way.

Steiff Expanding on their Soft Cuddly Friends line, Steiff is set to debut their new Disney Winnie the Pooh Bear. The first of several Disney friends in the line, Winnie the Pooh is made of silky, premium fabric that’s softly stuffed for comfortable cuddling. At 11 inches, Pooh’s friendly face and familiar expression will bring joy to children ages 0 and up. Parents and gift givers will appreciate its handmade construction, featuring Steiff’s signature “button in the ear,” a symbol of outstanding craftsmanship and quality. Pooh joins other new Disney friends, including Tigger, Dumbo, and Balu. Joining the Soft Cuddly Friends line in March, My First Steiff Hoppie Rabbit is made to delight the very young, with a sweet face and cuddly body. Hoppie is handmade of soft-to-the-touch fabric and stands 10 inches tall, complete with a “My First Steiff” sewn in the paw and classic button in the ear. Available in three colors: light blue, pink, and cream. 57 tfe February 2021

TFE_New Product.indd 57

2/8/21 4:24 PM

FEATURED CONTENT

2021 | New Toys & Games ThinkFun New BlockChain offerings allow children 8+ to unlock their imaginations. Each set of unique brainteasers includes three different types of puzzles with three distinct levels of play. BlockChain cubes can be expanded and rearranged to form thousands of different faces, challenging kids to discover the correct solution. They encourage development of logic, problem-solving, visual perception, and reasoning skills. The three puzzles in each set are thematically linked and feature fun, original artwork. The sets can be found in a pirate theme, unicorn theme, and robot theme.

Toot Sweet Toys Toot Sweet Toys’ newest Masks’N Pals sets include one super soft, plush doll and one comfortable, reusable matching face mask for kids. Dolls include Pillow People Pros “Crusher” the quarterback football star who tackles away bad dreams; “Princess Pillow” the cute fairy who wishes kids sweet dreams from Pillow People; and lovable cuddly blue “Evan Elephant” from Toot Sweet Toy’s preschool-focused interactive doll line Peek-A-Boo Zoo. The adorable doll and mask pairings foster imaginative play, as well as provide an engaging, gentle way to introduce mask-wearing to little ones.

Trend Enterprises Trend Enterprises recently launched six imaginative card games featuring three corner cards.In EnCOWnter (6+), players become aliens on a mission to capture Earthly Things like a cow, dog, and Grandma and bring them to their Leader. One lucky draw makes it anyone’s game. Add some sparkle to family game night with Gemz (4+). Each player is dealt three Gemz cards with a goal of trying to collect six cards of the same color. A player can swap one of their own cards for any of their opponents’. Easy-to-learn, and quick-to-play with minimal word cards, this is a great multi-generational activity for early and nonreaders. Gnomes vs. Trolls (4+) is a sneaky fun card game boasting storybook artwork that keeps the youngest kids’ attention with details that are fun to spot. In a 30-minute round, players race the “troll timer” to collect gnomes that aren’t sleeping or sneaking to protect their treasure and win. Matching game Lava Lizards (4+) is actually five games in one. Challenge everyone with three-sided cards that match three different ways — match lizard colors or match lizard shapes, or match lava corners. There are even Hot Lava

Timer cards. When the sixth card is drawn, time is up. This 63-card deck has options for solo or co-op play. Kids won’t realize the educational value built right into each game play of On Track (8+) as they race to complete a line from engine to terminal along the scenic railway. They’ll conquer engineering and math challenges to correctly connect tracks while learning American history and geography lessons. With multiple rounds and secret cards, the sqWATCH Out!(8+) family card deck featuring Bigfoot makes it anyone’s game. Fame and fortune await players if they can prove Bigfoot’s legendary existence. Each round of play builds concentration and memory skills.

58 tfe February 2021

TFE_New Product.indd 58

2/8/21 4:24 PM

FEATURED CONTENT

2021 | New Toys & Games Winning Moves Games In Words Over Easy, players pop the letter eggs into the egg sorter to see which letters they can use to spell words. Letter eggs that fall into the green side are good, while Letter eggs that land on the red side are rotten. Players scramble to come up with words using all the letters, face-up, on the “good eggs” and none of the letters from the “rotten eggs.” For two to four players, ages 8 and older. Trashed was inspired by the old-time favorite card game Garbage. Each player’s goal is to get their cards lined up in the right order, from 1 to 10. But, look out for the terrible Trashed card. Wild cards allow for excitingly big turns, while stop cards will Stop each player in their tracks. For two to four players, ages 7 and up. WeCool WeCool unveils new additions to its line-up of slime products.The Mix & Mash 5 Stack Variety Pack is a fun combination of compound, mix-ins, and charms. Composed of beautifully scented Fluffy Cloudz purple grape, Whipped Pink Strawberry and Glitzy Tinselz Teal Tuiti Fruitti, these can be mixed with colorful mix-ins in a rainbow of kids’ favorite colors to make a fun creation. They’ll be able to choose from a selection of exciting colorful charms and make their own sparkly, bead-filled colorful slime with the Compound Kings Delux Mix & Mash Slime Kit. This super stretchy, oddly satisfying slime is premade and ready for all mix-ins. Each container has a sealed lid to store fun creations that stack neatly into each other. The unique five stack is the perfect kit to keep any slime lover playing for hours. Ages 4+ The Glitzy Bingsu makes the hottest trend in slime. The high quality and scented slime makes the most crispy, crunchy, bubble-poppy slimes in the world. The scented bead slimes are available in pink, blue, purple, or green. Styles may vary. The beads are made of a lightweight straw material that creates tons of air pockets during play, which is why it produces such satisfying ASMR sounds. For ages 4+. WowWee BriteBrush, the smart toothbrush that makes it fun to brush right, just got more fun with the new BriteBrush Elmo from Sesame Street (3+). With Elmo as their brushing coach, children will learn how to properly brush their teeth while having a blast playing any of the four games: Tricycle Adventure, Silly Sounds, Music Maker, and the hit Brushy Brush song, all while earning star rewards. The brush uses proprietary, smart sensor technology and sonic vibration to encourage total mouth coverage and is even equipped with a parent check light to provide peace of mind that children are brushing correctly. Also available in: BriteBrush GameBrush (5+) and BriteBrush Baby Shark (Ages 3+) Pop up the fun and fold it back up when done with Pop 2 Play. These storable, adorable, pop up play sets can be assembled in under five minutes and fold flat for easy storage. Each set is made with durable StrongFold eco-friendly cardboard material that can hold up to 50 lbs. Pop 2 Play is designed for endless imaginative play, whether little ones want to drive a race car one minute or become a chef in their very own kitchen the next. Introducing My Squishy Little Dumplings. Adorable little interactive characters with BIG personalities, and the cutest accessories to match. They are the perfect pal that fit in the palm of your hand. Squeeze their cheeks to pop out their unique personalities. With over 50 reactions, they can be dressed up, tickled, shaken, and tossed; they light up and make the cutest sounds. Coming August 2021. Sing, dance, and learn to play music with the official Pinkfong Baby Shark Step & Sing Piano Dance Mat. Based on the global song sensation, this colorful and interactive musical toy is three feet wide and has 10 giant playable piano keys. Step or press on the keys to play in two different activity modes: Music Mode and Learning Mode. Sing and play along to the Baby Shark Song and Shark 123. Kids can use the Bonus Baby Shark Song Sound Sheet to learn how to play the Baby Shark Song on their own. For boys and girls ages 2 and older, arriving Q1 of 2021. Meanwhile, WowWee’s line of officially licensed toys based on Nickelodeon’s new animated series, Baby Shark’s Big Show, will be out fall 2021. The new MasterChef Family Cooking Game from Wilder Toys and WowWee is a wild family cooking adventure with in-game mini cooking challenges and surprise twists and turns along the way. Players collect points as you move through the cooking and await their fate at the judges’ secret scorecards. Kids will have fun learning how to cook real food. Discover new cuisines with over 22 kid-tested recipes for all types of meals. Recipe times range from 30 to 60 minutes and are substitution friendly for dietary restrictions. 59 tfe February 2021

TFE_New Product.indd 59

2/9/21 9:36 PM

Go-To-Market with Our Full Mix of Opportunities!

everywhere

Save the date as we plan to bring the industry back together this fall in Dallas. Schedule critical meetings and lay the groundwork for 2022’s fourth quarter.

Private Previews Brought to you by The Toy Association

As we eagerly look forward to welcoming the industry back to NYC for the big event, mark your calendar now to see us from February 19 – 22, 2022.

2021

t yfair

The toy industry’s only B2B digital social marketplace that lets buyers and sellers grow and manage their wholesale business every day, everywhere.

October 5-7 discover | preview | sell

i dallas

Exclusive, private previews with reputable retailers offering opportunities for toy companies of all sizes to pitch their product and continue business throughout the year.

2022 New York February 19-22

To showcase your products at our digital or in-person market events, contact your Account Executive to get started. Company names beginning with A–F and T–Z, contact Simon Yung (syung@toyassociation.org); G–S, contact Stacy Liebensohn (sliebensohn@toyassociation.org). Buyers ready to discover product today, reach out to ToyFairAdmin@toyassociation.org.

FEATURED CONTENT

2021 | New Toys & Games ZURU The popular glove with patent technology to make thousands of bubbles when the glove is dipped in ZURU’s premium bubble formula and waved through the air, Glove-A-Bubbles’ eye-catching colors and on-trend characters make playing with bubbles so much fun. Improved to better fit children’s hands, Glove-A-Bubbles includes the original animal-themed characters, Rainbocorns, and PAW Patrol. Each Glove-A-Bubbles packet contains a re-sealable bag filled with bubble solution and on-trend character. Available in 100% recyclable packaging through ZURU’s partnership with TerraCycle. Designed to capture the fun and excitement of the No. 2 global YouTube Channel Vlad & Niki, ZURU has expanded on the boys’ popular YouTube content’s themes of superheroes and dinosaurs. Vlad & Niki Superhero Surprise provides a complete unboxing experience, allowing kids to bring the included comic book and the story to life. Each features over 20 surprises including mask and cape, Super Hero Vlad and Niki figurines, Baby Christian figurine, a dinosaur or robot figurine, two die-cast cars, slime egg, light up skateboard, wrist snap-band, stickers, tattoo, and more. Ages 3+. ZURU’s latest innovation to the award-winning plush line, Rainbocorns, is the Puppycorn Surprise. This range introduces all-new extra cuddly puppies to the mix.There are seven new breeds to collect including the Dachshund, Pug, Dalmatian, Poodle, Labrador, and Husky, as well as a rare “best in show” Bulldog. There are seven surprises to hatch including Boo-Boocorn puppies, Scratch-n-Sniff stickers, Puppycorn color change poop, and a new scratch’n’reveal heart. X-SHOT, the No. 2 brand in the blaster category, adds the electric magnetic chrome-gold plated X-Shot Reflex 6 to the rest of the Royal Edition collection. Featuring award-winning aerodynamic darts and boasting an extremely rapid rate of fire, the Reflex 6 automatically rotating priming barrel allows kids to fire off a six-dart round with total accuracy and firing rate. Shooting up to 90 feet, X-Shot Reflex 6 comes equipped with 16 extra foam darts. Ages 8+, coming August 2021. Seizing the continued demand of dinosaur-themed play, X-SHOT Dino Attack Extinct Blaster makes any prehistoric-themed expedition fun and easy. Firing from up to 90 feet away, each blaster includes Dino eggs for target practice, a one-barrel dart capacity blaster, plus additional storage for four darts. ZURU is excited to announce the hugely successful Sparkle Girlz brand as it

becomes available to retailers nationwide for the first time in 2021. Buoyed by climbing global sales, a demand for impulse price points, and its strong value offerings Sparkle Girlz provides the best quality product at the most accessible price point in market. The iconic doll range recently underwent a refresh including new facial expressions with an elevated emotive appeal and intricate new outfit designs. The extensive Sparkle Girlz range includes whimsical-themed dolls such as fairies and princesses, hair styling unicorns, interactive play sets, castles, surprise collectables, and more. Globally recognized as a pioneering example of sustainable packaging, the brand integrates environmentally friendly design into the line, including its exemplary cone packaging which entirely removed the presence of single use plastic. A second wave of 5 Surprise Toy Mini Brands, the hottest mini collectible, hit shelves in July. The realistic miniature replicas of favorite toy brands are made exactly to match their full-sized counterparts, even down to the packaging. With over 60 different nostalgic and currently in-market toys to collect, Wave 2 features Rubik’s Cubes, Leonardo from Teenage Mutant Ninja Turtles, Dora the Explorer, JoJo Siwa bow accessories, Nickelodeon Slime, and more. The assortment includes rare metallic and glow in the dark minis, and super rare golden Minis too. Collect them all. Ages 4+. A whole new ‘cart’ of 5 Surprise Mini Brands, favorite shopping brands that fit in your hand, is slated for release this April. The viral TikTok sensation with over one billion organic views and counting, continues to be in-demand! The chase continues as Philadelphia Cream Cheese, Cool Whip, Jell-O Instant Pudding, Blue Diamond Almonds, and Tapatio Salsa are among the nearly five dozen new brands to collect, in addition to new shopping accessories. Ages 4+. In the latest series to 5 Surprise Fairy Unicorn Squad, ZURU brings 13 new sassy fairy unicorns to collect. Each unique Unicorn Characters features long tails, distinct hairstyles, and magic wings, and color-changing, scented Unicorn Poop. Each capsule includes one sassy unicorn, interchangeable dress-up accessories, a comb for her soft tail, four themed stickers, and a Collector’s Guide. Ages 4+, available at major retailers in spring 2021.

61 tfe February 2021

TFE_New Product.indd 61

2/9/21 8:14 PM

ADK Emotions: Spinning Success from Beyblade

BRAND PROFILE

Launched in 2001, ADK Emotions’ Beyblade Brand celebrates its 20th anniversary this year.

When it was introduced in 2001, Beyblade immediately captured a global audience by being an innovative, anime-based property that married gameplay with imaginative content. It took international markets by storm and has kept its momentum through numerous iterations which have ensured the consumer relevance of the franchise for more than two decades. Now, as ADK Emotions NY Inc. looks forward to celebrating

Beyblade’s 20th anniversary throughout 2021 with a combination of brand-new content, retail activations, social media buzz, the future has never looked brighter for Beyblade 2020 saw the coming together of many years of groundwork and notable successes for ADK Emotions NY headlined by the introduction of Season 4 of the acclaimed Beyblade Burst series. The animated story arc featuring a group of Bladers as

62 tfe February 2021

TFE_BeyBlades.indd 62

2/9/21 8:15 PM

they battle their way to the top of the blading world, debuted on DXD (US), Gulli (France), Nickelodeon (Germany) and Boing (Spain), while Season 3, Beyblade Burst Turbo, began airing on DXD (India) in December. Episodes of the Burst series were continuously uploaded to the global YouTube channel and the content wave was also supported by a global streaming platform deal with Netflix. The positive energy will continue into the new year as Season 5 has already been acquired by Disney XD and will debut February 2021. Delving even deeper into every aspect of the IP, ADK Emotions NY also produced Beysically Science, an original YouTube series aimed at kids that holds a magnifying glass to the dynamic scientific processes behind BEYBLADE tops and their physical gameplay. The series debuted on December 19, 2020 and new episodes are scheduled to drop monthly well into 2021. On the consumer products front, long-time Master Toy partner Hasbro is supporting all content with the December 2020 launch of a bevy of new product lines including the Beyblade Burst Speedstorm line. The specialized Speedstorm spinning tops are designed to harness the power of the inescapable Power Vortex — an energy zone at the center of the Speedstorm Beystadium designed to pull tops in and give them the ultimate speed boost. Top retailers around the world will prominently feature the new line both in-store and online. The 20th Anniversary activity has provided a natural hook and narrative for new and existing partners including Scholastic (publishing), BioWorld, Bensons, Intimo, NTD, EPIC, and Merch by Amazon who is on-board for a special Beyblade 20th anniversary range of apparel and accessories. An increasingly important aspect of ADK Emotions NY’s stewardship of Beyblade is in the digital sphere. For more than four years, the Beyblade Burst App has entertained and engaged Beyblade fans the world over and has now hosted over 1 billion battles since it launched in 2016. Furthermore, while traditional episodic animation for Beyblade Burst continues to be in production for major broadcasters around the globe, the company understands that now more than ever there is a need to cater to a fervent fanbase across multiple platforms in totally new

ways. To reach this growing audience, ADK Emotions NY is enlisting top influencers for upcoming collaborations that will highlight the exciting new product and dovetail with the 20th anniversary celebrations. Under the tutelage of the small and agile team at ADK Emotions NY, the brand is truly excelling in its space through a winning combination of new content, new channels and new digital touchpoints including digital events which provided fans with the competition they craved during the unprecedented year that was 2020. As Beyblade reaches its 20th anniversary, ADK Emotions NY will celebrate this special milestone and the heritage of the brand with plentiful new creative content, consumer products, retail touchpoints and digital engagements that will guide the IP into its third decade and beyond.

TFE_BeyBlades.indd 63

February 2021 tfe 63

2/9/21 8:16 PM

BRAND PROFILE

A Product Line Fit for a Princess

Dubbed the “Princess of Play” by her 177 million subscribers, Diana is the reigning authority of pretend play for Generation Alpha and the face of the No. 2 most-viewed YouTube channel in the world, Kids Diana Show. Her main channel, which launched in 2015, draws a wide variety of kids from all over the world, securing 91.4 billion lifetime views. Boasting 14 channels translated into nine languages, Diana hosts family-friendly content that follows the six-year-old YouTube star on pretend adventures, singing songs, playing with her

YouTube creator and recent pocket.watch partner Diana is taking over the world of play.

brother Roma, and chasing her kitten. Diana’s family first approached pocket.watch for a partnership because of the company’s work with Ryan’s World. “They believed we could map out success for Diana in the same fashion that we pioneered the blueprint for a YouTube creator like Ryan and establish a global franchise for Diana,” said pocket.watch Chief Marketing Officer Kerry Tucker. Tucker adds that Diana and her content brought an authenticity that pocket.watch looks for in its creator partners.

TFE_LoveDiana.indd 65

February 2021 tfe 65

2/9/21 8:19 PM

BRAND PROFILE

Diana uses her global influence to embrace the power of play, believing “If you want to be something, you have to pretend to be her first.” This concept is at the core of her new lifestyle brand, “Love, Diana — The Princess of Play.” The brand wants all girls to be the princesses of their own kingdoms. The brand launched in 2020, exclusively at Walmart, with nine licensees including Headstart (dolls, doll accessories, and styling heads); Just Play (role play); Jerry Leigh (dress up); Far Out Toys (collectibles); HiJinx (plush); H.E.R. (hair accessories and jewelry); Taste Beauty (bath and beauty); Franco Manufacturing (home textiles and bedroom and bath); and KidKraft (furniture and dollhouses). Following the initial toy launch across three continents (U.S., U.K., and Australia leading the charge), Love, Diana has now expanded to include, by the end of the first quarter, toy product distributed in 14 countries, including distribution across continental Europe and the Middle East. Based on the success of the channel, the early sales, and the massive interest in the brand, pocket.watch has appointed local licensing agents covering all of Latin America, the Middle East, Southern Europe, The Nordics and CES Countries, Asia Pacific, China, and India. This network of agents includes agencies like Tycoon (Latin America), Dream Theatre (India), Plus Licensing (Nordics), and Planeta Jr. (Southern Europe). There is now a live-action/animation hybrid show on YouTube called Love, Diana Adventures; and more recently, the Love,

From left: Style Me Diana, Princess of Play Vanity, Signature Princess Dress Up, Cupcake Cart

Diana Dress Up mobile game, which features a collection of fun minigames bursting with personality, vibrant colors, and imagination that will allow kids to design their very own “Princess of Play” experience. In just a few short months, consumer products have rolled out to Target, Claire’s, and Kohl’s in the U.S.; and globally at outlets like Smyths in the UK; and Big W in Australia. Fans are eagerly embracing the “Love, Diana” brand. The Love, Diana content has already generated over 1.2 billion views. Content is available on YouTube, Amazon Prime Video, The Roku Channel, and other platforms. For the mobile game, pocket.watch has seen nearly 350% month-over-month surge in downloads, achieveing the millionth download in January. Two weeks following retail launch, the “Love, Diana” toy line skyrocketed to the No. 6 top doll brand in Australia during the week of Nov. 30. Looking ahead, by autumn 2021, “Love, Diana” toy product will be available in over 40 countries and retail distribution will approach 25,000 retail doors globally. Licensees have expanded from nine at the time of the October 2020 launch to over 40 to-date, spanning toys, apparel, home, stationery, back-to-school, sleep, and accessories. “Our growth is explosive, and we’re looking for partners to continue to bring the brand to all of Diana’s fans, and fans-to-be, across the globe,” Tucker said.

TFE_LoveDiana.indd 67

February 2021 tfe 67

2/9/21 8:21 PM

TFE LICENSING

Licensing Preview A look at the top properties and their partners for 2021. Bluey Moose Toys unveils new toys and games based on animated preschool series Bluey, currently airing on Disney Junior and Disney+ in the U.S. The Bluey Pool Time Playset promotes active and imaginative play. Inspired by the episode, “The Pool,” this playset includes a pool ready to be filled with water, plus a diving board and cabana for one of summer’s favorite activities. The set also features an articulated Bluey figure outfitted in her swimsuit, doughnut and unicorn floaties, and more fun accessories for splish-splash fun. Available May 2021 for ages 3-5. In Bluey’s Hopscotch Race Card Game, players 3+ build a hopscotch path using cards, then spin the spinner to match the color and be the first to the finish line. Includes 44 colorful picture cards, color spinner and the four Bluey family characters as game movers. Preschoolers will take a road trip with Bluey this summer with Bluey’s Caravan Adventures, as they head to the great outdoors in the Bluey Caravan, the coolest RV on the road. This large playset includes everything the Heeler family needs for camping adventures. The side of the Caravan opens to reveal a kitchen complete with a table and benches that are perfect for indoor or outdoor play and feature cabinets and an oven door that opens and closes, and a second-story bunk room with beds for Bluey and Bingo. Inspired by the “Camping” episode where Bluey meets a new friend Jean Luc, the playset includes an exclusive Jean Luc figure, firepit, and food accessories. Bluey, the loveable six-year-old blue heeler who turns everyday family life into endless, playful adventures, is now more playful than ever as the Talking Bluey Plush, arriving August. Children 3 to 5 press her belly to get soft and cuddly Bluey to speak nine phrases – including “I’ve got an idea!” and “For real life?” – and sings the beloved opening song from the hit Disney series. Daniel Tiger’s Neighborhood Daniel Tiger’s Neighborhood, the animated series from Fred Rogers Productions airing on PBS Kids, will be featured in a range of new products for preschoolers this year. Daniel Tiger’s Neighborhood Puzzle Eight Pack from TCG Toys is a multi-pack of eight different and engaging puzzles featuring familiar scenes from the Emmy-winning series. Daniel Tiger’s Neighborhood Explore & Find So Many Ways to Play! — from Cottage Door Press — invites children aged 2 to 4 can join Daniel Tiger and friends as they explore all the wonderous seasons in this interactive board book that is filled with engaging search-and-find matching games, counting, new vocabulary words, and lively scenes designed to educate and entertain every little Daniel Tiger Fan. Available April 2021. Preschoolers can also read and play the Colorforms way with Daniel Tiger and his friends with Daniel Tiger’s Neighborhood (Colorforms Activity Books). The unique, restickable Colorforms allow little ones to use their imaginations by creating new scenes over and over. With over 50 reusable Daniel Tiger’s Neighborhood Colorforms included, the possibilities are endless. Coming August 2021. Made just for beginner readers, the Daniel Tiger’s Neighborhood Daniel Tiger Early Reading Game from University Games enables children to explore letter names and sounds and create simple words. This game encourages social, literacy and counting skills. For children 3 and older, available fall 2021. Dr. Seuss Aurora World, manufacturer of plush products, expands its lineup of toys based on the original characters and illustrations of Dr. Seuss — including the Cat in the Hat, the Grinch, and the Lorax. You’re a mean one, Mr Grinch! Bring home Christmas’s most infamous character with this adorable take on the Dr. Seuss classic now in a new soft and squishy form. The Grinch Dr. Seuss Aurora Squishy is 9.5 inches in size, with high quality materials that make for a soft and fluffy touch and hard plastic eye detailing. New to the Dr. Seuss line, kids can place the Cat in the Hat on their shoulders and take him with them on-the-go with this Cat in the Hat Dr. Seuss Aurora Shoulderkin. Shoulderkins are magnetic friends that rest securely on your shoulders and go with you anywhere. A magnet sits at the bottom of the plush, which allows it to attach to the fabric-covered metal base. Fun, stylish, and convenient, kids will want to have a Shoulderkin with them at all times. A classic Dr. Seuss character is brought to life with this Lorax Hand Puppet. Using the holes for functioning arms and a head, children can tell their favorite stories with this beautifully detailed puppet. It’s 10 inches in size and the perfect fit for hands of all sizes. It is hand constructed from high quality materials, which makes for a unique and soft touch. For a smaller puppet version of favorite characters, Aurora introduces Dr. Seuss Finger Puppets, featuring characters such as Cat in the Hat, Thing 1, and Thing 2. They are three inches in size, with cute details and textures. 68 tfe February 2021

TFE_Licensing.indd 68

2/9/21 8:25 PM

Left: Bluey Pool Time Playset Right: Bluey’s Hopscotch Race Card Game

2 Left Daniel Tiger Multi-Puzzle Eight Pack by TCG Toys Right: Explore & Find by Cottage Core Press

From Left: Cat in the Hat Shoulderkin, the Lorax Finger Puppet, the Grinch Squishy

69 tfe February 2021

TFE_Licensing.indd 69

2/9/21 8:24 PM

Brilliant PR & Marketing: Clark

Nesselrodt, Executive Vice President

Brilliant PR & Marketing, an agency serving brands and products marketed to parents, kids, and families promoted Clark Nesselrodt to the role of Executive Vice President. The promotion comes on the heels of Nesselrodt helping lead the agency through a year of unprecedented growth during which the Brilliant team generated 23 billion media and inﬂuencer impressions, more than 8,500 individual placements, and nearly 500 broadcast segments, including more than 50 on national TV. As the agency’s roster expanded to more than 40 concurrent retainer clients, Nesselrodt helped lead Brillant’s ongoing development of integrated marketing services with an emphasis on social and digital media, SEO, creative and branding.

Licensing International: Bill

Burke, SVP, Marketing Strategy and Communications

Global licensing veteran Bill Burke joined Licensing International as SVP Marketing Strategy and Communications. Prior to joining Licensing International, Burke was Senior Vice President Marketing for CBS Consumer Products, where he led Global Marketing (including Retail), International Licensing, and Licensing Operations for such iconic brands as Star Trek. Before that, he held senior positions with such companies as HIT Entertainment and Sesame Workshop.

Jazwares: Laura Zebersky, President; Kelly Deen, Senior Vice President of Marketing; Gerhard Runken, Senior Vice President of Brand; Jonny Taylor, Senior Vice President, Europe

70 tfe February 2021

TFE_Hired.indd 70

Jazwares promoted Laura Zebersky to president. A 15-year veteran of the toy industry, Zebersky most recently held the title of chief commercial ofﬁcer, where she oversaw Jazwares’ global licensing, marketing, and sales efforts. Judd Zebersky remains as Chief Executive Ofﬁcer. Jazwares also announced the promotion of several management executives across the company. Kelly Deen was promoted to senior vice president of marketing. Additionally, Gerhard Runken was promoted to senior vice president of brand for Jazwares’ boy brands and Kellytoy brands, including Squishmallows, Micro Machines, and Pokémon, among others. As Jazwares continues growth in Europe, Jonny Taylor was also promoted to senior vice president, Europe.

Warner Bros. Consumer Products: Samantha Bushy, SVP, North America and Head of E-Commerce

E-commerce veteran Samantha Bushy was named senior vice president of North America and head of e-commerce for Warner Bros. Consumer Products (WBCP). Prior to joining WBCP, Bushy was head of e-commerce Global Marketplaces, WW Digital Channel at Apple Inc. where she was responsible for driving e-commerce business strategy and establishing a differentiated customer experience for its global marketplace business on Amazon. In addition to other signiﬁcant roles at Apple, she worked in global business planning and strategy roles at Nike, Paciﬁc Gas and Electric, as well as managed client services and corporate sponsorships for the New England Patriots.

Sesame Workshop: Ed Wells, EVP and Head of Global Media and Education

Sesame Workshop announced the promotion of Ed Wells to EVP and Head of Global Media and Education. Wells is now responsible for developing and implementing the Workshop’s long-term strategic vision for media and education in the U.S., in addition to retaining his international portfolio. Under Wells’s leadership, Sesame Workshop broadened its international reach through new engagement opportunities and strategic partnerships across media distribution, location-based entertainment, and formal learning. He has also overseen the Workshop’s on-the-ground expansion, opening and augmenting ofﬁces in Europe, Japan, China, and Latin America.

2/8/21 4:27 PM