The premium doll brand designed in France
©Benoît Teillet
Start your love story with Corolle !
Visit us at our Booth #703 at 2013 ASTRA Marketplace & Academy © 2013 Corolle, Inc. - PO Box 628008, Middleton, WI 53562-8008 - USA - 1-800-214-9711 - www.corolle.com Corolle and associated trademarks and trade styles are owned by Corolle, Inc.
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Vol. 8, No. 3 June 2013
CONSTRUCTION CATEGORY TARGETS NEW LICENSES, NEW DEMOGRAPHICS INNOVATION BRINGS BOARD GAMES OUT OF THE CLOSET
BUBBLE SALES POP DURING COLD SPRING
ASTRA Marketplace
2013
June 2013 Volume 8, No. 2
features
departments
30 ASTRA Marketplace & Academy: Product Presentation
8 Observations & Opinions
48 Construction Toys Reach New Heights with Hot Licenses and a Whole New Audience
12 The Ticker
52 Construction Toys: Product Presentation
18 Industry Forum: TIA
by Nancy Lombardi
by Andrew Kardon by Andrew Kardon
54 Cleaning Up the Game Aisle by Jennifer Lynch
10 Sizzlers
16 Entertainment Marketplace: The World of Eric Carle
20 Industry Forum: ASTRA 22 Industry Forum:
Gameplan Europe
56 Board Games: Product Presentation
24 Industry Forum:
58 Puzzles: Product Presentation
26 Industry Forum:
60 Bubble Sales Pop During Cold Spring
28 Merchandise Makers:
61 Bubbles: Product Presentation
64 You’re Hired
by Jennifer Lynch
by Nancy Lombardi
by Nancy Lombardi by Nancy Lombardi
62 Specialty Emporium: PlanToys by Jennifer Lynch
Design Edge
Dynamic Designworks Patch Products
66 Calendar of Events
on this page
From the left: The World of Eric Carle is represented for licensing by The Joester Loria Group. The Super Sand Digger is from Alex. Pressman Toy has licensed puzzles for Downton Abbey. K’NEX has a line of construction sets featuring Nintendo’s Mario character. Little Kids produces Teenage Mutant Ninja Turtle bubbles.
on the cover
Starting from the top left and moving counterclockwise: Zing’s Legends Longbow; Adora’s Bath Time Owl Baby Doll; USAopoly’s Tapple; ThinkFun’s Word A Round; Spot It! Party Edition by Blue Orange Games; Take Along Barn by Playmobil; Safari Ltd.’s Flowers Toobs; HABA’s Paint Can Mirle Doll; Cloud b’s Twilight Turtle Tunes; TOMY’s Lamaze Franky Hanky Whale; Dr. Seuss’ Green Eggs and Ham 4-in-1 Wooden Puzzle from Wonderforge; PlanToys’ PlanWood Dancing Alligator
cover created by Jennifer Lynch
OBSERVATIONS & OPINIONS
A
WWW.ANBMEDIA.COM
Passion for the Industry BY
BOB GLASER
t one time, working in the toy industry meant working in a recession-proof business. The mindset was consumers would always buy toys. Over the past 20-plus years that I have worked in the industry this had proven to be the case. However, the most recent recession has shown that the industry has shifted from being recession-proof to recession-resistant. These past few years have been especially difficult for many consumers, and toys have not been top of mind while shopping. Many of today’s kids spend more time with tablets and other tech devices than they do with traditional toys. In addition, the way consumers shop has changed dramatically. At one time, consumers went from store to store searching for specific items and then waited on long lines to purchase at a mass market store. Now, with a simple click of the mouse, shopping can be done from home without any hassles. Some of you may be reading this while attending the annual ASTRA Marketplace & Academy. I attend this convention every year and I always leave very impressed with the passion that those working in this segment of the industry bring to their jobs. These mom-and-pop retailers have increasing odds stacked against them, such as some of the points mentioned above like online shopping and tablets for kids. But these retailers continue to serve their communities, educate families, and bring joy to those who shop in their stores. Passion for the industry was also evident at this year’s PlayCon, the Toy Industry Association’s annual conference of professionals. LeapFrog’s CEO John Barbour stood out as a particularly passionate speaker. He spoke about how the company started with founder Mike Wood and past CEO Tom Kalinske and their passion to create the right products to help kids learn. Barbour, who was not there in LeapFrog’s early days, will be the first person to tell you he is not responsible for the success LeapFrog is currently experiencing. Like many toy companies, LeapFrog has had its ups and downs and now it is experiencing a resurgence. One thing is for sure, Barbour’s enthusiasm for the company—and the industry—is contagious and it will propel LeapFrog to further success. As I have said many times in this space, the only constant is change—and that change seems to be happening at lighting speed these days in the toy industry. But the one thing that I can honestly say hasn’t changed over the years is the passion that those working in the toy industry bring to their jobs.
8 TOYS & FAMILY ENTERTAINMENT JUNE 2013
June 2013 • Volume 8, Number 3 PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING DIRECTOR DONNA MOORE DONNA@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM EDITOR LAURIE LEAHEY LAURIE@ANBMEDIA.COM ASSISTANT EDITOR JENNIFER LYNCH JENNIFER@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTORS ANDREW DOBBIE; ANDREW KARDON; KATHLEEN MCHUGH; SUZANNE MILLS-WINKLER; KRISTIN MORENCY; MATT NUCCIO PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM ANB MEDIA, INC. 229 WEST 28TH STREET, SUITE 401, NEW YORK, N.Y. 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 TOYS & FAMILY ENTERTAINMENT is published four times per year by aNb Media. Copyright 2013 aNb Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM are registered trademarks of aNb Media. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of management.
Ben 10 Omniverse
TM
TM & Š 2013 Cartoon Network.
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GREAT CHARACTERS 5/22/2013 11:54:02 AM
SIZZLERS
Sizzlers: What’s Moving Off Store Shelves? What Are the Hottest Web Orders? Here is an alphabetical listing of the hottest-selling items in the toy industry, based on a combined survey of both offline and online retailers, reflecting the previous month’s sales.
LEGO Chima’s Ultimate Speedor Tournament
Doc McStuffins Big Book of Boo Boos Stick ’n Stamp Activity
CRAYOLA WASHABLE SIDEWALK CHALK Crayola DOC MCSTUFFINS BIG BOOK OF BOO BOOS STICK ’N STAMP ACTIVITY Tara Toy
DOC MCSTUFFINS TIME FOR YOUR CHECKUP DOLL Just Play JAKE AND THE NEVER LAND PIRATES JAKE’S MUSICAL PIRATE SHIP BUCKY Fisher-Price LEGO CHIMA ASSORTMENT LEGO
10 TOYS & FAMILY ENTERTAINMENT JUNE 2013
Crayola Washable Sidewalk Chalk
LEGO STAR WARS ASSORTMENT LEGO
MINNIE MOUSE BOW-TIQUE FLIPPIN’ FUN KITCHEN Just Play MONSTER HIGH SCARIS DOLL ASSORTMENT Mattel SKYLANDERS GIANTS Activision
TEENAGE MUTANT NINJA TURTLES ROLEPLAY AND VEHICLE ASSORTMENTS Playmates
Regular Show
TM
TM & Š 2013 Cartoon Network.
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KILLER BRANDS
See us in booth D121. 5/22/2013 11:56:12 AM
THE TICKER
A Recap of Industry Headlines • For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Alerts
XBOX ONE DEBUTS
Microsoft Corp. unveiled Xbox One, the all-in-one gaming and entertainment system. The unit is expected to be released later this year. An MSRP has not yet been announced. With Xbox One, users can say, “Xbox On,” to launch a personalized Xbox One Home screen. The more users interact with Xbox One, the more it gets to know them and learns what they like. Some of the key Xbox One features include: TV on Xbox One, in which users can navigate and watch live TV from cable, telco, or a satellite set-top box through Xbox One; Snap, which allows users to do two things at once, such as playing a multiplayer battle while watching a movie, talking with friends on Skype while watching live TV, or tracking fantasy teams on TV while watching a game; Skype for Xbox One, which features a specialized design for Xbox One so users can talk with friends on TV in HD or for the first time ever, hold group Skype calls on TV; and OneGuide, which lets users find entertainment easily by searching by network or name using the sound of the user’s voice. It is also presented in a tailored program guide. A new generation of Xbox Live will allow users to save and store a personalized profile, games, and entertainment in the cloud to access them anytime, from any Xbox One console. Existing Xbox Live Gold Membership for Xbox 360 will seamlessly carry over to Xbox One. Xbox Live features include a new Smart Match matchmaking system, which aims to eliminate waiting in gaming lobbies by estimating wait times and finding people you want to play with while you are enjoying other activities; a dedicated Game DVR, which captures and accesses gaming moments and saves them to the cloud to be shared; and Xbox SmartGlass, a native part of the Xbox One platform, built in to quickly render content directly onto your device and connect with more devices at once for multiplayer and shared entertainment. Microsoft also unveiled exclusive content partnerships. Steven Spielberg will executive produce an original Halo live-action TV series with exclusive interactive Xbox One content, created in partnership with 343 Industries and Xbox Entertainment Studios. A multi-year partnership will deliver interactive NFL television experiences. The NFL on Xbox will feature innovations around Skype, Xbox SmartGlass, and playerworn technology; add an all-new fantasy football solution; and create a personalized NFL destination only available on Xbox One. New games on Xbox One includes Forza Motorsport 5 from Turn 10 Studios (available exclusively for Xbox One at launch) and Call of Duty: Ghosts, the next generation of Call of Duty. FIFA 14, Madden NFL 25, NBA Live 14, and EA Sports UFC from EA Sports will deliver innovations in true player motion and living worlds. And Quantum Break from Remedy Entertainment will be a revolutionary entertainment experience that blurs the line between gaming and TV by integrating drama and gameplay into one immersive experience.
EA SIGNS GAMES DEAL FOR STAR WARS
The Walt Disney Company and Electronic Arts, Inc., (EA) announced a new multi-year exclusive licensing agreement to develop and publish globally new games based on Star Wars characters and storylines. Under the agreement, EA will develop and publish new Star Wars titles for a core gaming audience, spanning all interactive platforms and the most popular game genres, while Disney will retain certain rights to develop new titles within the mobile, social, tablet, and online games categories.
12 TOYS & FAMILY ENTERTAINMENT JUNE 2013
THE TICKER
A Recap of Industry Headlines • For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Alerts
K’NEX, FOX TEAM FOR FAMILY GUY CONSTRUCTION LINE
K’NEX Brands announced its partnership with Twentieth Century Fox Consumer Products to create a new line of building toys inspired by Family Guy. The partnership combines K’NEX building system with the iconic characters and elements from Family Guy, including Peter, Stewie, Brian, the Griffin Family station wagon, Stewie’s time machine, and more. The new building sets will be available at major retailers in spring 2014.
GÖTZ DOLLS RETURN TO U.S.
Götz vinyl play dolls are making their return to U.S. toy aisles under the distribution of HABA. HABA will showcase the latest Götz line of Muffin, Aquini, and 18-inch Precious Day standing dolls with matching accessories. The Muffin doll line includes 13-inch Muffin, eight-inch Mini Muffin, and 16.5-inch Maxy Muffin. The 13-inch Aquinis feature a waterproof vinyl design. These dolls can also “drink” and use the potty. Cosy Aquinis are a softer version that can be cuddled and bathed. Götz dolls feature doll hair that can be washed, styled (even with a curling iron or blow dryer on low settings), and brushed. The hair is made in Germany and rooted in the doll’s scalp. Dolls are also machine washable.
MOJANG SIGNS JAZWARES
Mojang, developer and publisher of the global video game Minecraft, announced Jazwares as a global partner for toys and electronics. Building from the core pillars of the Minecraft brand, the worldwide agreement will pave the way for a full line of Minecraft action figures, plush, and paper craft items. Products will launch this holiday at major retailers nationwide.
NEW LICENSEES, PRODUCT
FOR
THE SMURFS 2
Sony Pictures Consumer Products (SPCP) announced licensees for The Smurfs 2, due in theaters July 31. In the interactive space, licensees include Beeline (updates to mobile game), Ubisoft (new console, handheld, social games), Zuuka (e-books), and Goldy Toys (interactive AR collectible characters). In the apparel and accessories category, Junk Food will offer new T-shirts and new licensee Thursday Friday has designed high-end totes, handbags, and scarves inspired by Smurfette. A new licensee to the health and beauty category Brush Buddies is creating talking Smurfs toothbrushes. In publishing, licensees include Bendon Publishing offers coloring and activity books and Simon and Schuster created new storybooks, readers, and a novelization tied to the film. Other book formats launching this summer include sound books, look-and-find books, puzzle books, comic books, and other children’s books. In the toys and games category, Jakks Pacific has added several new toys to its line of plush figures, activities, Smurfette and playsets. Pressman Toys created board games, card games, and puzzles for the film. USAopoly has teamed up with SPCP on a Monopoly game based on the classic Smurfs characters. Build-A-Bear Workshop will offer stuffable Smurf plush with apparel, accessories, and sound chips (including new characters Vexy and Hackus). New licensees and product were also announced for categories such as housewares, food and beverage, healthy and beauty, stationery and party goods.
14 TOYS & FAMILY ENTERTAINMENT JUNE 2013
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ENTERTAINMENT MARKETPLACE
THE WORLD BY
NANCY LOMBARDI
OF
ERIC CARLE NEED
ric Carle’s most famous work, The Very Hungry Caterpillar, will celebrate its 45th anniversary next year. It has been translated into more than 50 languages and has sold more than 33 million copies. Since that time, Carle has illustrated more than 70 books, most of which he wrote. But his career as an author and illustrator got an unlikely start. After seeing a lobster that Carle created for an advertisement, educator and author Bill Martin Jr. asked Carle to illustrate a story. From there, the two collaborated on the book that would become Brown Bear, Brown Bear, What Do You See? Published in 1967, it became a best seller. And with that, Carle moved from a job in advertising to embark on his true calling, which is writing and illustrating children’s books. A trained artist, his distinctive art style is due to his use of collage techniques, using hand-painted papers, which he cuts and layers to form brightly colored images. For the stories, Carle uses the concept of change in nature to illustrate that change is a constant in life. He wants children to
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understand that change is nothing to fear. Carle’s works have endured for generations and licensed product has always been in the marketplace. However, The Joester Loria Group (TJLG) is now the exclusive worldwide licensing agent for The World of Eric Carle. TJLG plans to build on the existing program’s success in the U.S., Japan, the UK, Australia, and Europe where products are already sold by leading retailers. Key merchandising categories of infant and toddler toys, apparel, feeding, home products, and others will be expanded to include more art and content from The World of Eric Carle. TJLG will also introduce lifestyle products for adults, including museumquality gifts and home décor, and a whimsical collection of junior and young adult apparel, loungewear, and accessories featuring the colorful artwork of Eric Carle. A sampling of the current licensees are shown on the next page. Product is currently available in Babies “R” Us, Target, Walmart, Kohl’s, and others. Momentum for the brand will continue to build as all partners prepare for the 45th anniversary celebration.
TO
KNOW
• Eric Carle’s most famous book, The Very Hungry Caterpillar, was published in 1969. It’s been translated into more than 50 languages.
• Google asked Carle to create a Google Doodle for its Northern Hemisphere homepage on March 20, 2009, celebrating the first day of spring. He designed a first day of autumn theme as well for the Southern Hemisphere. • Eric Carle was born in Syracuse, N.Y. in 1929 to German immigrant parents.
• At age 6, the family moved back to Stuttgart, Germany. He attended art school in Germany and returned to New York when he was 22.
• Brown Bear, Brown Bear, What Do You See?, Carle’s first book, became a best seller. Published in 1967, it was a collaboration with author and educator Bill Martin Jr.
Mudpuppy
The Very Hungry Caterpillar Deluxe Puzzle Wheel, for ages 2 and up, features six colorful pieces that fit into a central hub to form a one-foot diameter puzzle. The pieces are extra thick for small hands and fit neatly into a rounded, hinged package with a button-and-elastic closure. As an added bonus, the reverse of the puzzle forms a color wheel, and the package is decorated with foil accents.
Venture Products
The Brown Bear Colors Play Mat is a lightweight and portable one-piece multipurpose mat that features Eric Carle’s Brown Bear. It is constructed of soft, safe EVA foam and is designed for indoor or outdoor use. It’s designed for travel, nap time, playtime, poolside, and more for babies 18 months and up. It includes a convenient carry strap.
This easy-to-install Window Roller Shade features three suction cups that are integrated into the shade to provide window coverage. The easy-release button winds the roller shade up when not in use.
HIS Juveniles
The Very Hungry Caterpillar StringAlongs are based on classic wooden stringing beads. These mini board books introduce toddlers to The Very Hungry Caterpillar, as well as to shapes, numbers, and colors. It includes 10 mini die-cut string-along books, and one string to tie them all together.
Publications International
Kids Preferred
Baby Animals Lift-a-Flap Sound Book, illustrated by Eric Carle, invites babies to push buttons, lift the flaps, and learn new words. The five-sound buttons, using sound effects or spoken words, match images in the book for interactive fun. The book includes five story spreads and five sound triggers. It is designed for 18 months and up.
Chronicle Books
Inspired by the works of Eric Carle, the World of Eric Carle Developmental Duck features printed fabrics based on original Eric Carle art and a Very Hungry Caterpillar clip to attach to a stroller or a crib. The Duck features a chime, crinkle ribbon tags, and textured fabric. It also includes a teether, textured rings, and a peek-a-boo flap with a mirror for added play.
JUNE 2013 TOYS & FAMILY ENTERTAINMENT 17
INDUSTRY FORUM
REPORT EXAMINES FAMILY DYNAMICS AND IMPACT ON TOY & GAME PURCHASES KRISTIN MORENCY, TOY INDUSTRY ASSOCIATION
ow do parents ultimately decide which toys, tablets, and games they purchase for their kids? Are they swayed by their children? Are they swayed by advertising, merchandising, and packaging? Or are they influenced by a combination of factors? How can toy manufacturers and retailers tap into the root of family decision-making to boost sales? In a new study commissioned by the Toy Industry Association (TIA), youth marketing experts at The Family Room, LLC surveyed 2,600 parents and kids nationwide in April to provide the first fact-based understanding of how families make their purchasing decisions, both when researching a product at home and then while shopping in-store. Released last month at PlayCon, TIA’s International Conference of Play Professionals, the Toy and Game Decision
H
KIDS MAKE TOY-PURCHASING DECISIONS ONLINE
The path to purchasing a toy or game is increasingly digital, with more than one fifth (21 percent) of parents reporting that their kids pointed out a new toy online, sent their mom a text or email requesting the toy, and/or set up an online wish list. Source: The TIA-commissioned Toy and Game Decision Making Report (2013)
18 TOYS & FAMILY ENTERTAINMENT JUNE 2013
Making Report found that the toy-buying process is a parent/child collaboration. In fact, 40 percent of all toys are purchased based on both the child and the parent being equally enthusiastic about buying it.
“The basic nature of the family and the role each member now plays in decisionmaking is undergoing a dramatic change so fast that it is essentially unrecognizable to what we were seeing 10 years ago,” says Hillary Newtown, vice-president of research and brand strategy at The Family Room. “This is based largely on the fact that more than half of today’s parents consider their 6–12-year-old child to be one of their best friends. And fewer than a quarter of moms view themselves as having a traditional ‘gatekeeper’ role in family purchase decisions.” For toy manufacturers, this newfound knowledge can have an impact on every element of a product—from marketing to shopper strategy. Retailers can utilize this research to gain insight on how families shop and which “face of mom” will be encountered in a brick-and-mortar store or online. Will she play the role of gatekeeper, playmate, or simply be the “courier with the wallet” fulfilling her child’s wish? The study also examines 13 distinct
categories from preschool and building sets to outdoor toys and games and puzzles, mapping out family dynamics, prestore motivations, and in-store shopping behavior to determine the appropriate product, marketing, and merchandising tactics at each category level. “Understanding each family member as part of a web whose needs and behaviors are shaped by those around them leads to a more holistic approach in product development and marketing that is better aligned with how families truly make their choices,” says Newton. “The ‘Toy and Game Decision Making Report’ is a great baseline study that can be used to track shifting family dynamics and purchasing activities over the coming years,” says Carter Keithley, president of TIA. “As the retail landscape continues to change—both in terms of online outlets and diversified merchandising strategies in-store—purchasing decisions will evolve. This type of research will help companies understand how innovative toy packaging and advertisements can help build a category or brand.” TIA will be sharing more information about the report’s findings with its members. Additional data—including categoryspecific findings—is available from The Family Room. Visit familyroomllc.com. Kristin Morency is the communications specialist for the Toy Industry Association (TIA). Visit toyassociation.org for more information.
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INDUSTRY FORUM
I NCREASING Y OUR S TORE ’ S G AME S ALES ne of the most popular events of Marketplace & Academy, the annual convention of the American Specialty Toy Retailing Association (ASTRA), is its lively Game Night event. Picture more than 500 enthusiastic specialty toy retailers getting their hands on dozens of new games for the first time to give them a test run. The scene is not so different from kids walking into a toy store and finding new games have been set out to be played. Last year, consumers spent nearly $2.2 billion on games and puzzles nationwide—about 10 percent of total traditional toy sales. The category is a mainstay for many independent toy retailers because games and puzzles engage children while promoting healthy play—an important concept in the specialty toy world. Games are also a great way to upsell customers who come in for other items. Parents look for games that can help them get their children away from computer and television screens. More and more parents understand the importance of game play for their child’s cognitive and physical development—and for family togetherness. “Parents used to look for games that their children could play autonomously,” says Linda Hays, owner of Hopscotch, Inc., in McMinnville, Ore. “They wanted games that would keep the kids out of their hair while mom and dad did something else. Lately we have seen more interest in games that the whole family can play together.” If you are looking to increase game sales it’s imperative to know the products
O
20 TOYS & FAMILY ENTERTAINMENT JUNE 2013
inside out, according to Gwen Ottenberg, owner of Imagine That Toys in Wichita, Kan. “It’s hard to recommend a game if you haven’t played it,” says Ottenberg. Here are some other suggestions for maintaining robust game sales.
• GET YOUR STAFF PLAYING. ASTRA’s Game Night at Marketplace & Academy is a great place to check out 40 to 50 new games, but the play should not stop there. Store owners encourage gameplay by staff members by: (1) maintaining a library of games that employees can take home; (2) holding staff-only game nights in the store; and (3) using staff meetings as a time for employees to take turns explaining how to play popular games.
• CARRY GAMES THAT CAN BE DEMONSTRATED QUICKLY. Games need to be demonstrated. You have less than a minute on the retail floor to show the customer why it is fun. Choose games that fit the bill and make sure employees know how to deliver the message.
• LET CUSTOMERS HELP YOU SELL. Provide ways for your customers to review games—on your website, on your Facebook page, or by simply filling out a review in the store. Reviews written by children can be particularly effective, and they add to the charm of your store if they are posted. • OFFER IN-STORE DEMOS AND GAME NIGHTS. Make sure you have games open and available all the time. Promoting games nights have become easier than
BY
KATHLEEN MCHUGH, ASTRA
ever with the advent of email, Facebook, Twitter, and other social media resources.
• HELP PARENTS LAUNCH THEIR OWN GAME NIGHTS AT HOME. Parents and children playing together have positive impacts on child development—helping to build language skills, attachment among family members, and an understanding of how to engage effectively in social relationships. Provide family game night tips for parents in e-newsletters and on your website. Post new game ideas on your Facebook page.
• ENCOURAGE LOCAL PARENTING BLOGGERS TO TRY NEW GAMES. Build relationships with local parenting bloggers. Make sure they have a chance to test out new games that will be a good fit with their families. Bloggers can help position you as your community’s play expert, so share your knowledge about why game play is so central to healthy child development and encourage local bloggers to let parents know you can help pick games that everyone in the family can play together. Gameplay is a positive, familyaffirming activity. Today’s games come in so many forms, age ranges, and time required for play. Helping families pick the right game is a great way to demonstrate your expertise about play and to keep them coming back for your next recommendation. For ideas on great games, turn to page 54. Kathleen McHugh is president of ASTRA. Visit astratoy.org for more information
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INDUSTRY FORUM
You Can’t Do This on the Internet BY
ANDREW DOBBIE, GAMEPLAN EUROPE
hroughout Europe specialty toy stores are facing an existential threat from internet retailers. Should the specialty stores quietly capitulate or should they implement the means to hit their enemy in a place where no retaliation is possible? Here is an example of one store that chose the latter. Earlier this year when I was at the Hong Kong toy show, a German colleague told me of a specialty toy store owner in Hannover, Germany who has a successful strategy for bringing consumers into his store—and getting them to spend money—so I decided to investigate. On March 22 at 8 P.M. I went to Idee+Spiel Hannover (ideespiel-hannover.de) to participate in a Männerabend (men’s evening) with 43 other men. We paid 30 Euros each (approximately $40) to attend the event, which was 3.5 hours of competitive fun and excitement. Together with his team of 11 male promoters, they cleared space in the 12,000-square-feet store to welcome 11 teams, each of four guys, to participate and
T
compete in the following events: slot-racing competition, radiocontrol truck slalom around obstacles, darts, radio-control helicopter—with points earned for every successful landing maneuver, table soccer, pool, boccia (bean bags thrown at a target), beer dice game (a popular bar game), tip kick (a soccer game), basketball (free throws to the basket), and poker. Warm pretzels from the inhouse oven were served all evening along with beer or soda, against a voluntary donation to a piggy bank. This donation strategy generates more income than if he charged a set price. The frenzied atmosphere has to be experienced to be believed. It is fueled by the competition, the rapid pace and changing of the events, and the outgoing and friendly personality of the owner Heinz Lehmann, who is assisted by his team of 11 that supervises each event. These promoters are so enthusiastic and clearly enjoy it so much that I am convinced they would supervise even if Lehmann didn’t pay them. Competition points are won for each event. At the end of the evening there is a presentation for the winners—see the photos on the next page. Lehmann takes hundreds of photos, which
22 TOYS & FAMILY ENTERTAINMENT JUNE 2013
he uploads to the store’s website, so perhaps suspicious wives can check up on their husbands. In actuality many of the tickets are purchased by women as gifts for their partners. In just a few months the men’s evening has created such a stir that camera crews from no fewer than nine TV stations have reported on the events. Lehmann and his team have also won a national enterprise award sponsored by the government. Amazingly some participants come from hundreds of miles away and stay the night in Hannover. Some also buy out the whole evening with their friends whom they invite for a birthday celebration. Demand is now so brisk that it is booked until the end of the year, and Lehmann has started hosting two or three times per week. You can work out that $40 x 44 men twice a week can bring in more than $150,000 a year and most of it is profit. That is more than most specialty stores make from actually running the toy store. Lehmann has now added event evenings for kids ages 6–12. Kids go on a fantasy international flight to experience the cultures of countries, such as India and Australia, complete with language, music, and traditions. The kids love it and they
are learning at the same time, so naturally parents approve. Lehmann has also started game evenings that bring together men and women. When I first heard about the men’s evenings I thought, “That’s a no-brainer, why hasn’t it been done before, and all over the world?” Perhaps some specialty stores are doing this. But clearly for some their store is not large enough to host an event like this. Also, not every store owner has the infectious enthusiasm of Lehmann that makes this work so well. He loves meeting new people and working the event until midnight. In fact, he insisted that we go to a bar after the event until 2 A.M. even though I had to be up at 5:30 A.M. to take a flight back to London. For more information, tips, or to attend one of Lehmann’s men’s evenings in Hannover, Germany, contact Andrew Dobbie at andrew@gameplan europe.com. Andrew Dobbie is founder and managing director of Gameplan Europe.
You Can’t Do This on the Internet. Toy Store in Germany Hosts Sold-Out Men’s Evenings.
In-store events are nothing new to specialty toy stores and it’s the perfect way to fight back against the rise of online shopping. However, Heinz Lehmann (shown on the left) has taken it to a whole new level by hosting men’s evenings in his store in Hannover, Germany (shown on the right). He is now expanding into kids’ events and additional adults events. The events are so popular that they are booked months in advance.
Shown on the left is Heinz Lehmann with his crew that runs the events. Shown on the right is a poker game, which is just one of the event options during the men’s evenings.
Shown on the left and right are participants competing in events during the men’s evenings. Shown below are the evening’s winners.
JUNE 2013 TOYS & FAMILY ENTERTAINMENT 23
INDUSTRY FORUM
STAND BY
OUT IN THE
MATT NUCCIO, DESIGN EDGE
product sitting on a retail shelf has a split second to get a consumer’s attention. In that second, the product’s package is literally a make or break for the sale. For that reason, it’s important to invest both time and money into the right statement for your product and for the brand overall. This is particularly important if it’s a non-licensed product. Here are some key elements that should be top of mind when designing a package.
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• KNOW YOUR AUDIENCE. Make sure to have extensive knowledge of the end consumer, the retail environment, and the product’s history. These are all elements that will factor into package design.
• KEEP IT SIMPLE. While it is important to keep up with—and even stay ahead of—trends, it’s important to maintain a level of simplicity and clarity. Don’t get mired with endless amounts of copy, bursts, and insets. Save the extended explanation and instructions for the back panel, but even then make sure it is a clear, concise message. The entire package must immediately answer the question, “What is it?”
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CROWD • HONESTY IS THE BEST POLICY. Everyone wants to put their best foot forward but don’t sensationalize the product with false claims or heavily photoshopped images. Being honest helps you avoid setting the product up for returns and defective claims, which will hurt the overall brand in the longterm. Stress what truly makes the item unique. Play up what the product does with accurate claims, which will ensure repeat business.
• SIZE MATTERS. While that might sound a bit cliché, it’s important to remember the retailer’s planogram and your shipping costs when creating the product’s visual statement. Keep in mind that the package serves as a sales function but also protects the product during shipping. Make sure the package can stand up on shelf, be placed on a rack properly, and can then be tossed into a shopping cart all while still looking perfect. • NEVER STOP IMPROVING. That’s not just the Lowe’s tagline, it’s an important reminder that it’s always possible to add function to a package that will improve upon the product. Even if the item has been on shelf for 50 or 100 years, it can always be refreshed. A great example of this is the inverted Heinz Ketchup bottle. By simply placing the lid on the bottom of the package, the consumer experience was improved with no additional cost. Also, always remember to research environmentally friendly materials to reduce the package’s (and the product’s) carbon footprint.
• STAND OUT IN THE CROWD. If the product will be placed in an aisle that is awash in red packaging, choose a different color palette. Much like a brunette in a sea of blondes, a fresh color can help a product get noticed. Standing out in the crowd is the goal and it’s a lofty goal considering what a consumer is now faced with when they shop. Keep the package simple, concise, and honest and the sales should follow. Design Edge is a New York-based graphic design and research development studio. Matt Nuccio can be reached at (516) 377–0500 or matt@designedge.net.
24 TOYS & FAMILY ENTERTAINMENT JUNE 2013
INDUSTRY FORUM
NAVIGATING BY
THE
NEW TOY MARKETING FORMULA
SUZANNE MILLS-WINKLER, DYNAMIC DESIGNWORKS, INC.
et’s face it: the marketing climate is changing, especially for the toy industry. In my days at Mattel, the No. 1 avenue of advertisement was television. Nowadays, kids can watch cartoons on their tablets with limited commercial interruption, forcing toy brands to rethink their marketing strategies in order to reach children growing up in today’s tech culture. Since starting Dynamic Designworks (DDW) in 2001, I have been on the forefront of helping toy brands understand new media and marketing in the modern age. Now that viewers can fast forward through commercials, radio listeners can live-stream their favorite songs, and print has given way to blogs and review sites, traditional brand marketing must evolve. Thankfully, social media marketing is helping brands do just that. Change can be tricky, especially in an industry that has seen so much success through the traditional means of marketing a product. The first toy commercial to air on American television was an advertisement for Mr. Potato Head in 1955. Since then and until quite recently, TV ads ruled as the holy grail of toy marketing. While TV is still the big driver for most toys, many households are cutting down on live television viewing, and some are giving it up altogether. As services such as Netflix, Hulu, and On-Demand grow in popularity, less and less viewers actually see televised advertising. Now that sites like Facebook are home to 500-plus million daily users, marketers are shifting their budgets in order to reach these lucrative online audiences. We live in a world of 24/7 instant information access and the opportunity that online engagement and social media bring to the marketing fold is immense. The influence that sites such as Facebook, Twitter, Pinterest, and YouTube have on the average consumer is growing exponentially and offering powerful opportunities to those hoping to promote a brand or product. Right now, the average Pinterest user spends up to 1.5 hours on the site and reports are showing that buyers referred from Pinterest are 10 percent more likely to make a purchase. But Pinterest isn’t necessarily the best platform for everyone. This highlights another hurdle for brands, and that is deciding which social network is right for your product. Just like with television ads, marketers must choose the right “channel” that makes sense for the target audience.
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• FACEBOOK & TWITTER: Companies large and small have found that Facebook and Twitter supply the largest online communities available for 24/7 unbridled access to fans and followers. With options for affordable advertisements and outreach campaigns, these two sites are the best place to begin your social media marketing efforts.
• PINTEREST: Many brands have found viral success through sharing images on Pinterest and by creating digital collages of their products. Collectibles, dolls, or toys with multiple styles or anything that can be translated through beautiful imagery does very well on Pinterest. • INSTAGRAM: This social site has turned mobile phone users into amateur photographers and is now a place where brands can market their products in a real world setting using simple photography. Using Instagram for business requires a solid strategy, but can be very useful to find and engage with the younger digital community. • YOUTUBE: Actions are stronger than words, and video is often the best way to demonstrate outdoor or interactive toys. Creating and managing a successful YouTube channel can be a terrific way to connect with new audiences.
In today’s market both potential and existing fans have the opportunity to engage with the brands they love 24 hours a day through blogs, websites, and social media outlets. While some of our clients have been anxious about being so accessible to the good and the bad of online communities, when properly managed fans engaged through social media can be the best form of unpaid advertising a company could ask for. One user’s positive experience can be spread like wildfire across platforms and through personal and online relationships. Equally powerful are user accounts of negative experiences with companies through social media, so it is important that any brand using social media has a solid strategy from the outset to appropriately manage all accounts under the brand’s name. Most CEOs probably never thought they would actually pay employees to use a site such as Facebook on company time, but the growth of online marketing now rivals what traditional marketing once was. At DDW, I often share with clients marketing new toys what we call the “New Marketing Trifecta,” which is traditional
THE LATEST IN SOCIAL MEDIA
Just when you think you have the latest social media sites figured out, something new pops up. Keep an eye on these new sharing options.
CHIRP: No membership or sign-up required, Chirp emits a high-pitched, two-second-long, robotic squeak from your iPhone. Other phones within audio range pick up the sound and instantly download the photo or message you send. FLAYVR: Through Flayvr, photos and videos are automatically organized into eye-catching albums based on date, complete with location and even titles brought in from your iPhone calendar, bringing order to photo sharing.
marketing (TV and print), strong public relations, and online marketing. Just as toy manufacturers need to hire the best in public relations for their brand, online marketing requires the same level of professionalism in order to attract new buyers and grow sales. Successful brands who apply social media marketing are heavily invested in SEO, calendar planning, content and copywriting, graphic design, photo imagery, and often intensive customer service—hiring an intern to handle the company Facebook page just isn’t going to cut it anymore. For those companies trying to wrap their heads around what online marketing and social media might mean for their brands— the task ahead might seem daunting. The
good news is that there are a growing number of management tools and online resources available to help. Marketing is changing with the times, but so can we. Social media marketing can take your brand out of the past and into the future of this dynamic industry, enabling it to stand tall in a vast sea of competition.
Suzanne Mills-Winkler, president of Dynamic Designworks, Inc., has more than 25 years of experience in the toy and entertainment industries. She built the foundation of her career at Mattel. She is now focusing on social media marketing for the toy and consumer products industries. Contact MillsWinkler at suzanne@ddw.us.com.
PATH: Users on Path are limited to only 150 quality connections where they can share private messages and photos to the friends and family that matter most. SNAPCHAT: While adults are using Instagram, teens are flocking to Snapchat where friends can share pictures and text that self-destruct and delete seconds after viewing.
THUMB: What if you have no idea what shirt to match with your new jeans? Snap a photo, upload to Thumb, and crowdsource the decision with friends who are voting thumbs up or down on your photo.
VINE: This video-centric network, now owned by Twitter, allows users to create and share sixsecond video clips with friends.
JUNE 2013 TOYS & FAMILY ENTERTAINMENT 27
MERCHANDISE MAKERS
PATCH PRODUCTS: PATCHING TOGETHER INNOVATIVION BY JENNIFER LYNCH
n the toy industry there are two main sides to the retail equation—mass and specialty. Most toy companies typically find success on one side or the other; bridging the gap is difficult to do, says Bob Wann, president of Patch Products. However, in recent years, Patch’s portfolio of games and puzzles has allowed the company to do just that; the success of games such as Farkle at mass and its Lauri line of puzzles and activity kits in specialty has created an opportunity for the company to expand and grow its presence. And in 2013, Patch is growing in new ways and taking on new categories. One of its biggest initiatives came from consumer feedback. “Each time you talk to consumers you’re picking up bits of feedback about how they feel about Patch and toys in general,” says Wann. And one thing that surfaced during those talks was an underlying pattern of consumers who were dissatisfied with all the electronic toys that didn’t add any play value. As one mom put it, says Wann, “I wish play was the way it should be, rather than what it’s become.” This year, Patch has taken this as an opportunity to bring a line to market that reintroduces the natural wonder of play to preschoolers without unnecessary bells and whistles. As a long-term initiative, branding was an important step in the process. And unlike companies such as Mattel (with Fisher-Price) and MGA (with Little Tikes), Patch didn’t have a preschool brand to work with; it needed to create its own. Patch settled on Mirari, the Latin word for wonder and delight, which best captured the line’s goals. Between the
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28 TOYS & FAMILY ENTERTAINMENT JUNE 2013
time the idea was conceived, around mid-October 2012, to its launch at Toy Fair 2013, everything in between—the packaging and the product positioning and execution—moved quickly, to which Wann credits the Patch team. As for the line’s products, “We felt it was a chance to go back and revisit the play patterns that were time proven, but give them enough of a fresh twist and add electronics only if it would enhance the play pattern,” Wann says. “But where it did not enhance the play, resist that temptation.” This can be seen in the line’s Pop! Pop! Piano and Busy Buddy toys. For the Pop! Pop! Piano, which combines the classic pop-and-ball play and put-and-take play with music, it made sense to incorporate technology to deliver the musical notes in a cost-effective way. And the piano’s silly sounds mode offered an additional time-proven play enhancement. But with Busy Buddy (pictured), which gave personality to the previously basic gear toy in the form of a puppy character whose eyes wink and ears wiggle as a child cracks the gears, Patch resisted the use of electronics. The line, launching this fall, will be positioned for specialty, where it will be able to cater to the traditionally more attentive consumer. Another major initiative for the company this year involves another timeless toy—sock monkey. However, unlike Mirari, the idea for Patch’s Planet Sock Monkey (a Patch-owned IP born out of the public
domain original) wasn’t something the company went looking for. While the traditional sock monkey has been around for decades, always maintaining a certain level of popularity, Patch discovered that by adding a little personality to the original, it could evolve into something much deeper. Within the same time-frame as Mirari, Patch worked to create a line of six differentiated sock monkeys (the first series) with a contemporary appeal, covering everything from a punk-rock sock monkey (Magenta Beetch) to a zombie sock monkey (Eaton Dedd). As the line unfolded, it became more apparent that Patch had the opportunity to move the property even beyond toys and develop a lifestyle program. Following Toy Fair, Patch signed Firefly Brand Management to represent the brand and showcase it at this month’s Licensing Show. But as the company moves forward into these new spaces, Patch is also taking steps to ensure it does not lose sight of the company’s proven bread and butter—games and puzzles. [Editor’s Note: Turn to page 54 for more on Patch’s games initiatives.] “While we want to broaden the company into a multi-category competitor, we don’t want to do that at the expense of our core business—games,” Wann says. “We feel there is opportunity for growth. We know the business and have the resources and expertise to blend those experiences. Like everything else, if you can offer product that is exciting, you’ll do well.”
ASTRA MARKETPLACE & ACADEMY BY
NANCY LOMBARDI
The American Specialty Toy Retailing Association (ASTRA) will hold its annual ASTRA Marketplace & Academy in Nashville, Tenn., June 16–19. This show has been growing in size and importance over the past few years, as independent retailers take part in seminars, networking events, and learn about the newest products for the upcoming fourth quarter, some of which are shown here.
Ohio Art’s nanoblock’s introduce an insect theme for 2013. Each set is designed for kids ages 8 and up and includes detailed instructions. The nanoblock Praying Mantis (shown) has more than 120 pieces and when completed measures in at only 3.25-inches wide by 2.25-inches high. The nanoblock Asian Giant Hornet has more than 130 assorted size pieces and when completed measures in at only four-inches wide by 2.75-inches high. The nanoblock Hercules Beetle has more than 110 assorted size and colored pieces and when completed measures in at only 1.25-inches wide by 1.375-inches high.
Ohio Art
Elenco introduces Snap Circuits Sound, which has 185 projects and more than 40 parts along with a colorful picture manual. Users can make exciting projects such as the sound energy demonstration. Another option is the voice changer, which allows users to record voice or music and play it back at different speeds. There is also the color-changing light, which allows users to connect to a smart phone and analyze sound with apps and more.
Elenco
Uncle Milton has provided kids and families with fun, innovative toys with brands such as In My Room, Fireworks Lightshow, and Ant Farm and licenses such as Star Wars Science and the new Marvel Science. This year, Uncle Milton is launching many new products including Wild Walls, Wall Friends, and Lightshow DJ. Housed under the In My Room brand with Moon In My Room, Rainbow In My Room, and Star Theater, these products offer unique in-room experiences. Wall Friends brings a child’s favorite Disney character to life in his room. With just the push of a button, each Wall Friend lights up and talks to him with fun, familiar phrases. Properties featured in the line include Jake and the Never Land Pirates, Lightning McQueen, Mickey Mouse, Doc McStuffins, Minnie Mouse, and Cinderella.
Uncle Milton
30 TOYS & FAMILY ENTERTAINMENT JUNE 2013
ASTRA MARKETPLACE & ACADEMY Adora’s BathTime Babies are the perfect dolls for the bath, pool, or any water fun. Each BathTime baby comes with its own washcloth and removable animal-themed bath robe that when taken off shows a swimsuit printed on the doll’s body. Adora says the doll’s QuikDri body will dry in no time and is ready to be played with again. The doll is available in four styles: Owl (shown), Frog, Shark, and Sock Monkey. For ages 1 and up, it is machine washable and has open-and-close eyes.
Adora
Launched in the fall of 2012, TeenyMates are the new NFL-licensed one-inch-tall mini collectibles. New series and additional sports leagues are expected soon from Party Animal. Designed for ages 4 and up, each pack contains two random quarterbacks and two puzzle pieces.
Party Animal
SmartLab’s Demolition Lab line features the Demolition Lab: Triple Blast Warehouse, the Breakdown Building, and the Mega Smokestack. Each kit, available this fall, is designed for ages 8 and up. The Triple Blast lets kids build unlimited warehouse structures and then demolish them with strategically placed blasters. In Breakdown Building, kids construct a five-story building then demolish it with the powerful quad-blaster, taking out four walls at once. In Mega Smokestack, kids build a threefoot-high towering structure then demolish it with the powerful quad-blaster, taking out four walls at once. These sets teach the science of energy, momentum, and gravity. That’s Gross Science Lab (shown), for ages 8 and up, features a motorized toilet bowl mixer with real flushing sounds and a Gross-tastic Lab book with 26 experiments such as Foaming Flush, Snot Slime, Potty Putty, and Stink Bubbles.
SmartLab
With Imaginista Decoupage Jewelry (shown), kids use patterned paper to create headbands, pendants, earrings, and more. Decorate with feathers, glitter, stickers, and more than 13 yards of ribbon. The instruction booklet, for ages 8 and up, provides inspiration and step-by-step instructions to take kids from beginner to advanced designs. With PlushCraft Heart Pillow, for ages 5 and up, follow a simple numbered legend and use the stylus to punch glittering fabric. This fabric-by-numbers kit contains special glittering fabric pieces. There is no sewing required. Stick’n Style Sparkle Shades, for ages 5 and up, allow kids to decorate both the sunglasses and cute case with colorful jewels and stickers.
The Orb Factory
32 TOYS & FAMILY ENTERTAINMENT JUNE 2013
ASTRA MARKETPLACE & ACADEMY Corolle’s Babi Corolle collection offers first dolls for ages birth and up. Dolls such as Babipouce Pink Happiness, with a pillow-soft body and sweet face delicately scented with vanilla for sensory appeal, will captivate newborns. All Babi Corolle first dolls are machine washable. Corolle’s bath time line now features the Bébé Bath doll complete with snorkeling accessories. Floaties, flippers, and snorkel mask add to the water play. The doll is filled with polystyrene “beads” that dry quickly for out-of-water play. This 12-inch soft baby doll is for ages 18 months and up and features sleeping eyes and smooth vinyl skin that’s delicately scented with vanilla. Mon Premier Bébé Calin Grenadine is a first baby doll for ages 18 months and up. This 12-inch baby doll has a cuddly soft beanbag body so it can be posed like a real baby. The doll has sleep eyes and smooth vinyl skin that is delicately scented with vanilla, just like all Corolle dolls. Corolle’s Mon Premier Small Stroller, for ages 18 months and up, features a light but sturdy plastic frame and a bunny-print fabric. The stroller fits dolls up to 12-inches tall. Camille en Vacances Fashion Doll (shown), for ages 4 and up, features a breezy patterned jumper, white blouse, and sandals with coordinating messenger bag and cream-colored hat. Camille’s long blonde hair is rooted and can be brushed and styled. Camille is 13inches tall and can wear any Les Chéries fashion.
Jumbo Bananagrams is the large-size version of the original anagram game. It is designed for ages 7 and up. Jumbo Zip-It is the highspeed word race game that can be taken anywhere. It is also designed for ages 7 and up.
Corolle
34 TOYS & FAMILY ENTERTAINMENT JUNE 2013
Bananagrams
Start a garden with Flowers Toob from Safari Ltd., featuring flowers from around the world. This collection of individually hand-painted miniature replicas features vibrant colors, professional sculpting, and accurate detail. Packaged in a reusable acetate tube, this set contains the following flowers: rose, tulip, hibiscus, bird of paradise, daffodil, sunflower, lotus, and orchid. Hand-painted figures measure 1.5 inches to three inches and are suitable for ages 3 and up. Wild Safari Dinosaurs & Prehistoric Life Dimorphodon is a hand-painted replica that measures 5.75-inches long by 8.5-inches wide for ages 3 and up. Wild Safari Sea life Humpback Whale is a new hand-painted model that measures seven-inches long by four-inches wide and is suitable for ages 3 and up.
Safari Ltd.
ASTRA MARKETPLACE & ACADEMY PlanToys has an extensive product line for 2013 and the company is highlighting two specific items at this year’s ASTRA’s convention. PlanToys Gears & Puzzles Deluxe is an expanded assortment of gears that allows kids to assemble the puzzle pieces together and watch the movement they can create by spinning and twirling the gears. The set is for ages 2 and up and has 24 pieces. PlanToys Chalet Dollhouse with Furniture (shown) is an eco-friendly dollhouse that features two units, a larger unit with three levels, and a smaller unit with two levels. It can be arranged and rearranged in various ways. The skylight roof comes with two moveable staircases and is easy to access from every side. The entire set comes complete with five sets of furniture including a living room, bathroom, kitchen, children’s bedroom, and master bedroom. The Dollhouse is designed for children ages 3 and up. For more information on Plan Toys, read the company’s profile on page 62.
PlanToys
USAopoly introduces three new games that can each be played in under 30 minutes. CrossWays is a light strategy game that hooks players with its addictive challenges. It’s a game of playing cards, placing markers, and making paths across the board. But CrossWays is packed with offensive and defensive surprises, and the path to victory is not always a straight line. The game will be available this summer for two to four players, ages 8 and up. Tapple is a fast-paced category word game in which players compete to beat the timer. Players choose a category card and have just 10 seconds to name a word matching the category, press the first letter of the word on the Tapple wheel, hit the button to reset the timer, and pass the wheel to the next player. Can’t think of a word in time, and you’re out for the round. Letters already pressed may not be used again. The player who collects the most cards wins. The game will be available this summer for two to eight players, ages 8 and up. Ratuki is a quick-play card game that has kids and adults shouting Ratuki (ra-too-kee) as they battle to collect the most cards. Two to five players build piles of cards from the numbers 1–5. Be the first to slam a “5” on the top of the pile and shout out Ratuki, and the pile of cards is yours. The game will be available this summer for ages 7 and up.
USAopoly
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Gamewright builds on its extensive line of games with Terzetto and Chef Pop de Pop: A Corny Kind of Counting Game. In Chef Pop de Pop, two to six players ages 6 and up shake the shaker and then count up the popcorn on the dice. Collect your cards if the total matches any of the flavors. Watch out for burnt kernels, and if you spot the chef, get ready to “Pop” out of your seat. The goal is to stack up the most cards in this game, which takes about 15 minutes to play. Terzetto is the head-to-head marble match game, which takes about 15 minutes to play and is for two players, ages 8 and up. Outwit your opponent in this clever game of marble maneuvers. Take turns placing sets of three marbles onto your board according to the pattern in the shaker. Gamewright says the game starts off easy but players will need a keen eye and a bit of luck to make everything fit. The goal is to fill the board before your opponent.
Gamewright
Aeromax is expanding on its My 1st Career Gear line. The line currently features a dozen different outfits. Four new outfits for this spring are highlighted here. Each detailed shirt slips on easily and fastens at the front with a simple hook-and-loop closure, says the company. One size fits most children ages 3–5. My 1st Career Gear Zookeeper features a parrot peeking out of the top pocket. Arm patches and pocket squares illustrate various roles of the zookeeper. There is a matching green safari hat, which is sold separately. My 1st Career Gear Pit Crew features a jersey with a checkered flag on one shoulder and a pit crew patch on the other. A personalized name tag allows for customization. There is a matching race cap, which is sold separately. My 1st Career Gear Builder features a bright yellow top with orange stripes just like the crew on a construction job wears. Aeromax adds details such as a tool belt, pencil, and name badge. There is a matching yellow construction helmet, which is sold separately. My 1st Career Gear Train Conductor features details such as a sharp white shirt with red tie and “brass” buttons. The blue conductor’s cap, sold separately, has gold trim.
Aeromax
Haba is introducing three new soft, cuddly eightinch dolls that arrive in a decorative-style paint can (shown). The dolls, for ages 6 months and up, have sewn-on shoes and removable clothing. The dolls are machine washable in cold water and can then be air dried. The dolls in the line include Mirle, Mirli, and Miro. Also available for infants, newborn and up, from Haba are the Cuddly Elephant Uppsala and the Clutching Toy Elephant Uppsala. The Cuddly Elephant Uppsala contains three rustling knots for babies to teethe on, and it includes a cloth band for attaching pacifiers. The Clutching Toy Elephant Uppsala is available in soft shades of beige, brown, blue, and yellow and features a squeaking, easy-to-grab soft elephant.
Haba
Nancy B’s Science Club is a new line of science kits from Educational Insights, created by Nancy Balter, a former science teacher and enthusiast who wants to show kids that science can be fun. The company says that this is the only line of scientific products and activities designed specifically for girls, while still focusing on actual scientific concepts. Each item comes with an 18-pluspage keepsake journal packed with kidfriendly activities. The line is supported by a dedicated Nancy B’s Science Club website (www.nancybscienceclub.com). The line includes the MoonScope and Skygazer’s Activity Journal, Microscope and Activity Journal, AquaScope and Underwater Wonders Activity Journal, Crime Solver Scope and Forensic Activity Journal, and Binoculars and Wildlife Activity Journal.
Educational Insights
JUNE 2013 TOYS & FAMILY ENTERTAINMENT 37
ASTRA MARKETPLACE & ACADEMY SkaZooms is a new line from Jax Games. Each character comes with its own customized helmet and board and is ready to race across almost any smooth surface. Use the additional items in the line such as the Bounce Park, Ramp Ride, Stunt Bowl, and Zoom Launcher to slide, spin, and crash the SkaZooms into each other. Also, the clip case attaches to a pocket or waistband and holds up to three characters, making them easy to transport.
Jax Games
Kids can move mountains of sand with Super Sand Digger from Alex. Move the levers, pivot, dump, and scoop again. The molded hand grips are sized for kids’ hands to grip the controls and operate the digger. The contoured seat and sturdy metal construction make this a sand box or beach activity that will keep kids moving sand and constructing. It is designed for ages 4 and up.
Alex
Folkmanis introduces the Red Octopus Puppet with vivid coloration and eight movable arms. Each arm features realistic printed suction cups on the underside. Easy to wriggle around, the puppet literally fits like a glove on the user’s hand, making the octopus instantly come to life. The Desert Tortoise Puppet features life-like coloration and has a patterned fabric shell. Articulate the movable mouth and legs and then retract them into the puppet’s shell.
Folkmanis
Hedstrom has an extensive line of products focusing on what the company calls “unplugged fun,” designed to get kids off the couch. The Hedstrom Hopper, for ages 3 and up, is made of durable vinyl, which provide fun along with the added benefit of exercise. The company says it is easy to inflate and can be deflated to a smaller size for convenient storage. It is available in licensed and non-licensed versions. Vibrant colors and the knobby surfaces of Sensory Balls are for infants six months and up. Hedstrom’s line of sensory toys offers different shapes, sizes, and textures to stimulate the senses. Training Camp, for ages 3 and up, is a line of versatile training accessories. These inflatable practice tools are for indoor or outdoor use. In addition, a full line of foam and inflatable balls in many shapes, sizes, and licenses are available for ages 3 and up.
Hedstrom
38 TOYS & FAMILY ENTERTAINMENT JUNE 2013
In Milky Words from Family Games America (FGA), players roll three-letter die from the milk bottle and must be the first to shout a word starting with the first letter, includes the green but excludes the red. Milky Words is an educational and creative word game designed for ages 8 and up. In Mark My Words, 75 letter tiles are distributed between players who place them one at a time on the board. Every time a letter is added, a new word, or words, must be made and then marked down for points. FGA says this educational, creative, and challenging word game is ideal for home and school use. It is designed for ages 8 and up. In Sixty Second Science, prepare to have your scientific facts and fictions questioned. Consider this: tooth fillings can pick up radio broadcasts; it takes seven years to digest gum; why do we have fingerprints? Two volumes come loaded with 100 Myths Explored and 100 Mysteries Explained. The game is designed for ages 10 and up.
Family Games America
JUNE 2013 TOYS & FAMILY ENTERTAINMENT 39
ASTRA MARKETPLACE & ACADEMY WordARound features words in a circle and players race be the first to spot the word and call it out. The concept is simple but players will find it surprisingly difficult to read in a circular format. ThinkFun’s game is designed for two or more players, ages 10 and up. The game was invented by brothers Dave and Joe Herbert. In 2009, their passion for filmmaking took a life-changing turn when their shoestring production of a Super Bowl ad for a Doritos contest won them $1 million in prize money. They now run Herbert Brothers Entertainment.
ThinkFun
40 TOYS & FAMILY ENTERTAINMENT JUNE 2013
Hog Wild Toys introduces Click Shots, a line of collectible vehicles that combine collectible coins with battle gameplay for kids. The vehicles use patented clip-shot firing technology for kids to easily aim, click, and send their vehicles flying. To play, kids start by selecting their vehicle— the Cruncher. Players then put four collectible coins face down in front of them and take turns aiming and launching their Cruncher. When the Cruncher nears their opponent’s coins, the magnetic attraction captures the coin. The player whose turn it is unveils the coin and keeps it until the end of the game. But, if either player hits their opponent’s blowout coin the game is over and the player with the most coins wins. Kids can battle six different Crunchers as they try to collect all 72 coins in series one. Each set includes one Cruncher and four collectible coins, one of which is a blowout coin. Click Shots launched this spring for ages 4 and up.
Hog Wild Toys
Thames & Kosmos is showcasing an extensive line of products, two items are highlighted here. In the Crystal Garden kit, the centers of four flower cards bloom into delicate crystal structures in just a few hours. Kids can practically see the crystals form before their eyes on the branches of filter-paper trees. Learn about how and why crystals form and experiment with different colored flowers. The kit is designed for ages 10 and up In Air-Stream Machines, kids can build a working hovercraft that glides across smooth floors or flat water on a cushion of air. Learn how even though air is invisible, it still has mass and can support very heavy objects under the right circumstances. Experiment with propellers and impellers to learn about air pressure and air flow. The models in this kit use a unique blower motor and a safe, soft-bladed fan to drive a series of models. The blower motor uses an impeller to increase the air pressure under the hovercraft. The fan creates a stream of air to push the vehicle forward. Using these components, you can build and investigate the hovercraft and other machines that rely on air and air pressure to function. Construct a batting machine that tosses a ball upward on a stream of air. Assemble a basketball launcher and practice shooting hoops with air power. Make a fan-driven car that drives forward, propelled by a stream of air. Experiment to see how much weight the hovercraft can support. The kit, for ages 8 and up, comes with a full-color, 32-page experiment manual and 59 building pieces.
Thames & Kosmos
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ASTRA MARKETPLACE & ACADEMY Manhattan Toy is launching a series of 28 arts and crafts, do-ityourself, roleplay, and puppet kits plus a series of games collectively known as the i CAN series. The series is grouped for ages 3 and up, 6 and up, and 8 and up. The i CAN Make it Myself series features knitting, sewing, and finger painting sets as well as sets to create puppets, erasers, sticker clings, and clay pet rocks. Each game in the i CAN Games line comes in a small, portable tin. In Castle Climb, be the first player to build a royal castle. Simple, yet strategic, it is designed for two to five players and it contains 22 pieces. Also available is Shape Stack and Caterpillar Connect. The roleplay kits in the imagine i CAN line invite kids to dress up like a pirate, doctor, spy, or fairy. Each set is packaged in a storage tin. The kits have an MSRP of $6–$20.
Manhattan Toy
Playmobil is introduc- 1.2.3. Take Along Barn ing the 1.2.3 Take Along Barn, which is designed for 18 months and up and features a bright and colorful design and large, rounded pieces. This takealong case, with latch, opens up to reveal a twostory barn complete with storage space for one figure, horse, pig, a fence, cat, ladder, flowers, animal feed, and other accessories. The Cargo and Passenger Aircraft is designed for ages 4 and up. Cargo can be loaded by folding up the front of the aircraft, and the roof of the plane is removable, making it easy to play with the figures and rearrange seating for up to five passengers. Two figures can also be seated in the cockpit through the hinged roof to wait for the “all-clear” from the air traffic control tower before taxiing down the runway for takeoff. The set includes five figures, a plane equipped with a sink and toilet, cargo container, air traffic control tower with equipment, and other accessories.
Playmobil
For 2013 Peaceable Kingdom has a number of new craft items in its lineup. Peaceable Kingdom’s new Foil Art packs and Foil Art kits feature original, non-commercial artwork and bright and holographic foil. Foil Art, for ages 6 and up, is similar to coloring a picture but with foil instead of crayons or markers. In the Foil Art Jewelry Sticker Craft kit, girls get crafty and create their own paper necklaces, bracelets, and more. There are two different pictures in this pack of Foil Art Sticker packs. It comes in six different designs: unicorns, fairies, birds, robots, beasts, butterfly, and ladybug. In the games line, What’s It? is the game, for ages 8 and up, where creative minds think alike. Roll the die to get your category for the first round. Flip over a doodle card so it ends up face up. As the doodle card is being flipped over, turn your timer to start counting down 30 seconds. Players try to guess what the doodle is, based on the category on the die. Try to think like the other players. After 30 seconds, stop writing. Total up the matching answers. Mark one point for every matching answer. The doodler scores a point for every non-matching answer. The Great Cheese Chase Game is designed for ages 5 and up. Start with one player spinning the spinner. If you land on a “1” or “2,” move any mouse forward one or two spaces. If the spinner lands on Tiger the Cat, move Tiger one space. Take turns spinning. If Tiger lands on a mouse, that mouse goes back to the start. Land on the catnip and put it aside to use later to move Tiger back one space. Get all three mice to the attic before Tiger gets there and everyone wins.
Peaceable Kingdom
42 TOYS & FAMILY ENTERTAINMENT JUNE 2013
innovativeKids has a host of new products that will be on display at this year’s ASTRA Marketplace. The Soft Shape series is expanding into giant floor puzzles with the Soft Shapes Giant Shaped Puzzles. These are now available in two styles, Best Friends and Fire Truck (shown). Packaged in paint can-style buckets, these 24-piece oversized puzzles are made from soft, chunky, washable foam. Kids of all ages can create numerous pattern combinations as they mix and match the colorful pieces of these Earth-friendly wooden puzzles. They are available in Razzle Dazzle and Tospy Turvy styles. The puzzles are packaged in a carry-along tote box and made with wood from sustainable forests. innovativeKids has an extensive line of products under the Green Start name. There is the Green Start jigsaw puzzles box, which includes four 12-piece puzzles stored in a wooden carry-along tote box. Kids can build the puzzles right on the box lid, and then store the pieces back inside the box. The first three sets in this new line feature Playful Pals, Cuddly Cuties, and Tough Trucks. The Green Start giant floor puzzles Big Builder and Silly Circus styles feature 60 chunky pieces and are made from 98 percent post-consumer recycled materials. After completing the puzzles, kids can use the key on the back of the box for some hunt-and-find fun. Also in the line is the Green Start Play, Draw, Create: Ocean and the Green Start Book Towers: Little Color Books and Little Ocean Books.
innovativeKids
B kids is set to unveil the company’s first-ever collection of infant and preschool wood toys. Designed to reflect a traditional charm with a modern flair, the colorfully crafted toy line is durable and allows for classic, roleplay fun. The Sorting Cube, for ages 2 and up, is a colorful wooden sorting cube that provides fun skill-building for baby. It encourages the development of motor skills and enhances learning through discovery. There is a mixture of block shapes including a cylinder, star, triangle, cube, and heart. The Pounding Shape Bench helps foster shape recognition, color recognition, and size differentiation skills. Children will have fun tapping the shapes through the holes using the soft, wooden hammer. They can then turn the bench over and tap them back to continue playtime. It is designed for 12 months and up. Also available in the line is the Tap ‘n Tilt Roller Rack for ages 18 months and up, the See ‘n Spin Alphabet Rack for 12 months and up, and the Race ‘n Drop Track for ages 18 months and up. All items will be available this fall.
B kids
Light
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JUNE 2013 TOYS & FAMILY ENTERTAINMENT 43
ASTRA MARKETPLACE & ACADEMY Cloud b’s Twilight Turtle is offered with a sound option in the new Twilight Turtle Tunes, which is debuting this summer. It is the first Cloud b character to feature Bluetooth technology. Utilizing a free Twilight Turtle Tunes app provided by Cloud b, parents and caregivers can choose from a preset library of melodies and sounds that can be customized to play via Twilight Turtle Tunes’ speaker box. A premium app will also be available for $1.99, including the basics plus the option to access personal music libraries. Via Bluetooth, the melody and twilight effect can be programmed for up to 24 hours. For the traditionalists or those who do not have access to Bluetooth, Twilight Turtle Tunes comes with one default nighty night melody that can be set for 45 minutes. Just like the original, the new Twilight Turtle Tunes glows in blue, amber, and green and projects the constellations. In the Bluetooth version, the colors morph from one to the other every five seconds.
Cloud b
Hape is introducing more than 30 new items at this year’s ASTRA Marketplace. Hape’s Fire Station, for ages 3 and up, comes with working garage door, fire alarm bell, fire pole, bed, exercise equipment, desk, and even a little firefighter dressed in black and yellow firefighting gear. Pair Hape’s Fire Station with Hape’s Big Red Fire Truck to create a fire protection squad. This set complements the wooden doll family, doll house, City Parking Garage, among other items.
Hape
Endless Games introduces Oddly Obvious, the game where the answers are in your face. Look at the card in front of you containing the answers, while a player reads the clue. Be the first person to shout out the correct answer that matches the clue. Oddly Obvious is for three or more players ages 12 and up.
Endless Games
TOMY Toys is a new toddler line that features items such as the Choo Choo Loop. It’s classic train play with a twist as the track can be connected in a loop, allowing the train and track to roll around like a wheel. The Sweet Messages Photo Bug makes photos interactive when individual voice messages are recorded for each of the eight photographs in the album. With the Whack’em Racers, place the racing drivers at the top of the start line, make sure the cars are lined up beneath them and smash them through the hole, into their cars, and watch as they speed off. The Pic N’ Pop Ball Blaster is a popper that gets toddlers on the move. One click of the button launches a colorful ball. Then roll over the balls to pick them back up and get ready to shoot them again. The popper comes with four balls. In the Lamaze line, TOMY introduces a wide array of new Lamaze infant development products. With the Lamaze Classic Play Franky the Hanky Whale (shown), parents put the colorful tissues in Franky’s mouth and then pull them out of the spout. Baby will love the surprise play and the cuddly whale character. Full of textures to explore, Franky’s bright, bold colors and patterns stimulate developing vision. It is for ages 6 months and up. The Everyday Lamaze Giggle Bunny Ball is for newborn and up. Grab the bunny’s looped ear and shake it around to hear its laugh. The loop ear is easy for baby to grasp while high-contrast colors and patterns stimulate baby’s vision.
TOMY
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Zing’s Legends Longbow (pictured on the right) is based on the company’s bestselling Z-Curve Bow, which is a modern-day parent-approved toy bow and arrow that sends soft-foam arrows soaring. The Legends Longbow is a soft-foam bow-and-arrow combination. With an all-new wood-like appearance, kids can be modern day marksmen and practice their archery skills indoors or outside. The soft-foam Zonic whistle-screaming arrows squeal through the air at distances of up to 125 feet, while the Zartz suction cup arrows stick to almost anything. Just hook the “ammo” into the safe-and-secure loading zone, line up the shot, and let it go. The packaging includes one Legends Longbow, two Long-Range Zonic Arrows, and one Zartz Arrow. The Legends Slingshot is a modern day slingshot with a classic appearance. Zing says it is capable of launching soft-foam “ammo” up to 45 feet. Load the ball into each slot of the loop system, pull back, and let it go. This set includes three soft-foam balls in packaging. The Longbow and Slingshot are available now for kids ages 8 and up.
Zing
Teeboo, the French toymaker, is offering its classic (Nurturing) and its newest (Play) collection to specialty stores nationwide. The Kidoo Pets Nurturing Collection features nine interactive and teaching functions. Kidoo Pets come in six soft animals: Mountain Dog, Black Labrador, Golden Retriever, Beige Siamese Cat, White Persian Cat, and Gray Minx Cat. New to the Nurturing Collection are giant Galoo and Ruffoo and Galoo Ponies. Each is 42-inches long and feature nine interactive functions, including “feed-me please,” “pull my tail,” and “scratch my ear to hear me gallop.” Galoo comes with its saddle and a carrot and Ruffoo with its bone. Also available are Galoo Ponies in brown and pink. Each measures 25-inches long, features nine functions, and both stand up. New to the Play Collection are the 10-inch tall Toonies. Dog and Donkey Toonies move their ears up and down while dancing and offer 10 fun interactive functions. They talk, eat, sing, and dance to any music.
Teeboo
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ASTRA MARKETPLACE & ACADEMY University Games introduces a new line of craft products from Australia called My Studio Girl. The Grant Studios team in Melbourne, Australia produces the line of craft products designed specifically for children’s hands. Now University Games brings this product line to the U.S. My Studio Girl activities include sewing kits, papier maché, dolls to decorate, dough kits, and reusable stickers. The kits are designed for ages 6 and up.
University Games
Blue Orange Games is launching an expanded edition of its best-selling game Spot it! called Spot it! Party during the ASTRA Marketplace this month. Spot it! was released in 2010 and has prompted the release of multiple editions since then. Spot it! Party is packaged in a large box, designed to hold the game’s accessories, which are eight colorful card holders and the Hand Mascot, a totem of the character on the game’s logo. The cards have a new set of symbols, including items such as a gnome, a plunger, and headphones. If seasoned players are too quick to recognize the symbols in the original Spot it!, the Party edition will level the playing field, says Blue Orange Games. Spot it! Party lets players choose from six individual mini-games with separate rules and objectives. The game is expected to ship in August and is designed for ages 10 and up.
Blue Orange Games
DuneCraft has an extensive line of new products for 2013. Build a 3-D princess, dinosaur, alien, and more with Notchsters. With these 3-D puzzles, users can create three free-standing themed Notchsters in minutes. Simply pop out the pieces and connect them with the Notches. Styles include Rockin’ Dinos, Pretty Princesses, Sea Friends, Playful Pets, Mystical Magical Monsters, and Awesome Aliens. Grow more than 20 kinds of wildflowers with the Flower Fountain. This two-pack contains more than 3,000 seeds and DuneCraft says that they will sprout in a week. The LED Lights Cubes include 15 powerful LEDs, which DuneCraft says will attract butterflies and birds. It features red lights to promote flowering, blue lights to foster foliage, and both for overall growth. This unique light cube also plugs into any USB port or into your computer. The new styles in the line include the Tropical Jungle and Carnivorous Creations. DuneCraft is also offering Seed Bombs in six different styles. Kids can throw them, crush them, water them, and watch them grow.
DuneCraft
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CONSTRUCTION TOYS REACH NEW HEIGHTS WITH HOT LICENSES AND A WHOLE NEW AUDIENCE BY
ANDREW KARDON
or the past few years, the toy industry has been under construction. No, nothing’s actually broken. In fact, it’s quite the opposite. The construction toy category continues to grow at a rapid pace as it pulls in even more popular licenses and targets new audiences. Current builders will have their construction appetites filled with even more sets based on popular movie and TV properties. Meanwhile, collectors and video game fans are being introduced to the category as construction companies sign licenses from the video game and app worlds. But the biggest shift in the category comes from the growth of products targeting girls. For decades it was thought that girls had no interest in this category. But it turns out that they just weren’t being offered the right products.
Pirates of the Caribbean, Prince of Persia, even Indiana Jones in its latest version—we had runaway hits on our hands with the LEGO sets. I’m not sure if that’s because there aren’t many ways to engage in a play experience with those films, or if it’s just that those properties take off when you put them together with a construction platform.” Whatever the formula, it’s certainly working for LEGO, which has posted solid results especially during the recession. Hasbro’s line of KRE-O building sets has taken some evergreen properties and given them the construction treatment. Besides the already successful Transformers and G.I. JOE lines, which are Hasbro’s IPs, the company recently launched its Star Trek line. The inspired-by product line coincided with the newest JJ Abrams film Star Trek Into Darkness that hit theaters on May 17. “We developed a Star Trek line that works with the classic Star Trek as well as the upcoming movies,” says Kim LICENSE TO BUILD Boyd, senior marketing director for Hasbro’s LEGO Mindstorms EV3 is the third upgrade in the LEGO’s current crop of licenses include KRE-O. “The team’s done a great job capturing toy’s existence. It features a new platform that lets building sets based on popular properties such all of the magic of Star Trek with the figures, beginners quickly build a starter robot, while advanced builders see improvements such as a as Star Wars, Marvel, DC Superheroes, The vehicles, and various play environments.” Linux operating system and all-new integration with Hobbit, and The Lord of the Rings. Movies and TV series aren’t the only source of iOS and Android phones, mp3 players, and tablets. “If you look at the majority of the properties that licensing inspiration for construction toys, we have, there is as much love among kids as there is among adult collec- though. MEGA Brands had a few hits on its hands with sets based on proptors,” says Michael McNally, brand relations director for LEGO Systems, erties such as Barbie and now this fall MEGA Brands will introduce a conInc. “So when you look at things such as Star Wars, DC Superheroes, struction line based on Hot Wheels. In addition, video game licenses have proven to be very successful for Indiana Jones, and even SpongeBob [SquarePants] to a certain extent, they MEGA Brands. The company has been recreating the popular first-person are great examples of properties that today’s parents grew up with.” What is the newest addition for LEGO? It’s a mysterious masked shooter Halo for more than five years. It also has a line for World of man and his Native American sidekick. Yes, LEGO heads to the Wild Warcraft. Now the company added a line based on Activision’s West with a line based on Disney’s film, The Lone Ranger. At first Skylanders. These licenses expand MEGA Brands’ demographic to reach an glance, it may seem a bit of an odd license to go after, but The Lone older male teen and adult audience. K’NEX expanded its audience and shifted how the company was Ranger fulfills all of LEGO’s criteria when signing a license. “There’s a lot of a strategy there,” says McNally. “If you think back to perceived by many with a line of buildable and playable sets based on some of the other film properties that have been very successful [for Nintendo’s Mario Kart series, as well as the Angry Birds games. LEGO] they didn’t necessarily have many toy players surrounding them— Additional Mario Kart sets are due out this year as well as a new series
F
48 TOYS & FAMILY ENTERTAINMENT JUNE 2013
The Hello Kitty Cruise Ship, from MEGA Brands, is part of an extensive line by the company to reach girls. Barbie is another licensed line that was introduced last fall.
based on the Super Mario Bros. games. K’NEX also expects kids and parents alike to be gobbling up building sets in August starring the ghost-eating hero Pac-Man. The sets are based on the TV series Pac-Man and the Ghostly Adventures, which has an extensive licensing program underway. “We got on the trend early to bring the digital world to life in the construction aisle,” says Michael Araten, K’NEX president and CEO. “First it was Nintendo, then Angry Birds, and now Pac-Man. It wasn’t so much about going after licenses specifically. It was about our strategy to build worlds kids love. We like the family-friendly gaming environment. That’s why we did Angry Birds. It was downloaded by so many families so now it’s a great toy for a parent and child to enjoy together. And the play pattern of the original app obviously makes sense as a traditional building toy.” How is it possible for a category to neglect a major part of the kid population? At the close of 2011, LEGO says that 91 percent of the LEGO sets purchased in the U.S. were bought with the intention of a boy using it. That means only nine percent purchased were meant for girls. While this may not have been done intentionally by LEGO or by toy purchasers, the fact is, it’s a
GIRLS JUST WANNA HAVE FUN
50 TOYS & FAMILY ENTERTAINMENT JUNE 2013
huge sales opportunity that is lost for LEGO as SHIFT IN SPENDING One other piece of the construction puzzle, well as the other toy manufacturers who likely saw similar results. It is also a loss of numerous though, has nothing to do with licenses, themes, or even gender. It has to do with parents and a learning experiences for girls. “That [91 percent statistic] simply wasn’t shift in their purchasing patterns. Part of it realacceptable to us, not for any other reason than we ly comes down to the quality of play, which is believe so strongly in what LEGO building does immeasurable in the construction category, and for kids,” says LEGO’s McNally. “We want parents recognize how important it is. “It reflects the fact that despite all the innovaevery kid to have that opportunity to benefit from skills such as building self-esteem and patience, tions in toys and all the gadgets that are out learning to follow instructions, and being proud there, there is still a very strong market for good old-fashioned developmental toys,” says Roche. of accomplishing something in the end.” This category is an example that even durAfter a four-year global study, the company launched the LEGO Friends line, targeted to ing a recession, parents are willing to pay a pregirls. “When we did the global research, we real- mium for their child’s development. Clearly ly listened to what girls and moms around the with a down economy, this continued growth in the construction toy category goes much deepworld told us,” says McNally. er than just the licensing of popular products. “Girls want to build just as much Construction sets at their core are still a very as any boy wants to build. They sought-after and loved toy. just don’t want to build certain The success of this category has a lot things. And there were certain to do with not only parents but with things that we weren’t offering that grandparents. Grandparents underthey would love to build.” stand and enjoy this category, MEGA Brands clearly agrees that the market for and it features many brand girls is untapped. The comnames that they are pany launched an extensive familiar with, most Barbie line last fall and has notably LEGO. a Hello Kitty line as well. Both parents and “I think the conventiongrandparents see the al wisdom that girls don’t like myriad educational K’NEX is working with building after the age of 4 has benefits of the category. Nintendo (Mario shown here), been proven completely “The fact that we have grown Rovio for Angry Birds, and just signed Fox’s Family Guy. wrong,” says Adrian Roche, even in a tough economy is a testavice-president of preschool ment to the fact that people defiand boys at MEGA Brands. “Give girls access to nitely see the value of building sets,” says the sort of building toys that they would love LEGO’s McNally. “It is a long-term play opporthrough great products and great licenses. That tunity. It’s not something their child is going to would really extend the market exponentially.” use for 15 minutes and then forget about.”
CONSTRUCTION TOYS
BY
ANDREW KARDON
Construction toys continue to produce strong sales. LEGO is leading the charge with its Legends of Chima line. But LEGO’s biggest recent introduction has been LEGO Friends, which has invited girls to join the category. MEGA Brands is now also targeting girls with Barbie and Hello Kitty licenses. While girls have been the latest target audience for this category, male gamers are now an important component as well. K’NEX and MEGA Brands have extensive product lines based on hot licenses targeting that audience.
MEGA Brands expands its Barbie line of products targeting girls in the construction category. Girls can decorate their dream house and imagine living a glamorous lifestyle. MEGA also continues feeding the Skylanders frenzy with a line of Skylanders Giants figures and sets including the Flynn Rescue Ship coming this fall. It features rotating sails, an opening deck, functional crane, and detachable lander. In the Halo line, there is the addition of lights and in-game sounds, including the UNSC Night Ops Gausshog, which features the familiar vehicle in desert-camo style with a rotating Gauss cannon. In the second half of the year, MEGA will launch a product line with toys based on Mattel’s Hot Wheels.
MEGA BRANDS
WWE announced an exclusive multi-year agreement with The Bridge Direct to develop and market construction toys based on WWE events and characters. The agreement marks the first time WWE will enter the construction toy category. Targeted to WWE fans ages 4–14, the comprehensive line includes figures, accessories, and construction bricks to “build your own” playsets, which bring WWE’s action-packed events and superstars to life. The WWE construction toys are expected to begin rolling out at major mass retailers in spring 2014.
THE BRIDGE
Laser Pegs’ Mobile Power Source (MPS) line includes an aircraft, helicopter (shown), and robot, with all three kits featuring a build-four-modelsin-one ability. The 4-in-1 Robots series lets builders put together a Helper Bot, Android, Worker Robot, or Mini Android. A Target exclusive, Laser Pegs letter blocks include the entire alphabet as well as enough Xs and Os to play a colorful game of tic-tac-toe. A licensing deal with the NFL and MLB has been reached, so expect to see all sorts of colorful lightup sets based on favorite teams.
LASER PEGS
LEGO’s Legends of Chima lets kids take on the role of a lion, gorilla, crocodile, or other animal and compete against each other for the power of CHI. To battle, LEGO introduces Speedorz, a flywheel vehicle complete with ripcord launcher and a variety of buildable obstacles and stunts. Based on an original television series on Cartoon Network, Legends of Chima’s line will see stunt sets like the CHI Waterfall and Ice Tower as well as classic building sets including Cragger’s Command Ship and The Lion CHI Temple. LEGO Friends sees a number of new releases including a Collectible Animals series, where girls can build small habitats for their pets. The Heartlake High set includes an art room, music Legends of Chima: Cragger’s Command Ship room, cafeteria, classroom, and lockers. To celebrate the 15th anniversary of LEGO Mindstorms, look for an upgrade. The LEGO Mindstorms EV3 is the toy’s third upgrade and features a new platform that lets beginners quickly build a starter robot, while advanced builders see improvements such as a Linux operating system and all-new integration with iOS and Android phones as well as mp3 players and tablets.
LEGO
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KRE-O’s latest hit is the Star Trek line based on the classic television series and the recent J.J. Abrams film. From Spock’s Volcano Mission building set to the prized U.S.S. Enterprise set (shown), Trekkies and Trekkers alike will have their hands busy building. Transformers and G.I. JOE KRE-O sets also continue to roll out with some new lines such as the Transformers Beast Hunters. There’s also the Transformers KREON Micro Changers Combiners, a four-figure set of KRE-O Transformers that can transform from robot form into battle mode, and even combine to form one larger robot.
HASBRO
Lite Brix get a whole new audience as Cra-Z-Art introduces its Girls’ Lite Brix line featuring small figures, a LiteUp Mansion, Sparkle Salon, LiteUp Pet Shop, and LiteUp Runway. Look for at least nine different sets rolling out by this fall. There’s also an expansion to the core Extreme City line with all-new robots, race cars, rescue vehicles, and a new police stations. Looking to offer even more flexibility during gameplay, many items in Cra-Z-Art’s new lines this fall will now house the battery packs right inside the base.
CRA-Z-ART
K’NEX continues its Nintendo partnership with additional Mario Kart sets, but also offers a new line featuring Mario and company with interactive playsets based on the popular Super Mario Bros. video game series, complete with tubes and launch panels. The Super Mario: Flying Cloud building set lets builders put together Propeller Mario, cloud and mushroom platforms, coins, a flag, and a Goomba. Tying into a Disney XD TV series, a series of Pac-Man toys sees the yellow dot-chomping hero take on some familiar ghosts in mazes that kids get to assemble. The Pac-Man and the Ghostly Adventures: Maze building set assortment features Pac-Man, Cylindria, Spiral, or Betrayus, with each including a minion ghost, power pellets, and a unique accessory. It also includes repositionable wall panels to let kids customize their own maze (shown). In addition, K’NEX signed a deal with Twentieth Century Fox Consumer Products to create a line of Family Guy building toys. The line is expected to be in stores in spring 2014.
K’NEX
The Playmobil adventure continues with a variety of themes to spark kids’ imaginations. The Volcano with Tyrannosaurus from the prehistoric dinosaur line includes two dinosaurs, an “active” volcano, rocks, trees, flowers, two archaeologist figures with research tools, fossils, and more. A line of Wild West sets (shown here) includes a Western Fort sporting a flagpole, cannon, prison cell, cacti, horses, and more. The luxurious Large Furnished Hotel includes two guest rooms complete with bed, windows, chair, phone, TV, clock, and bathroom. There’s also a hotel café, a game room for the kids, and even a crib with foldable sides. Embracing the tech side of toys, Playmobil introduces a PopStars line with an MP3-compatible stage and four figures, flashing lights, drum set, guitars, microphones, built-in speakers, and more.
PLAYMOBIL
JUNE 2013 TOYS & FAMILY ENTERTAINMENT 53
CLEANING UP
BY JENNIFER LYNCH
THE
alking down the games aisle can be a bit daunting if you’re a consumer and you don’t know what you’re looking for. For many, it can either feel like too much of the same thing or that buying a game without a test drive is a bit of a crapshoot. Last year was the year of the app, and because of that, games companies were equal parts eager to find ways to incorporate digital play into traditional board games and concerned about what kind of impact the rise of digital gaming would have on the aisle’s classic games. But at the end of the day, even games that converted iPads into game tables and turned apps into gaming components fell victim to the problems faced throughout the games aisle—nothing stood out. “When you have so many different versions of the same thing, it can kind of detract from the variety people expect,” says Jacobe Chrisman, founder and CEO of Wonderforge. “Especially when people go to a larger retailer, they expect variety in other categories so they expect variety in the game aisle as well. I think retailers are really starting to adapt to that [demand]. And they are asking for variety.”
GAME AISLE
W
Adding Value to Games
And variety isn’t just referring to updates or even just to different types of games but to the originality of the game play. One way companies are delivering originality is through more toyetic games with elements kids can use for additional play once the game is over. “We try to make sure that there’s always really strong toyetic properties in our games,” says Chrisman. “And we do that for two reasons. One is that it engages a child with the game so they really want to play. But secondly, parents see it as another added value, too.” This idea is best seen in Wonderforge’s line of roleplay-oriented board games. “It’s about taking the best of both worlds, using elements of dress-up and using elements of interacting and acting, but orchestrated within a game,” says Chrisman. Among the newest games in this lineup is the Sofia the First Magical Tea Time Game, which is based on the Disney Junior series and includes a full tea party set within the game. And the teacups serve as the games randomizer so when players blow into the teacups the spinner inside spins around, and the teapot also whistles when squeezed. Patch’s Don’t Rock the Boat also put personality into the game’s characters last year by making them highly detailed pirate penguins. What they found was that once the game was over, kids were still using the game’s
54 TOYS & FAMILY ENTERTAINMENT JUNE 2013
Sofia the First Magical Tea Time Game is one of the newest games in Wonderforge’s line of roleplay-oriented games, which offers the added value of toyetic game pieces that can also be used for pretend play when game time is over.
balancing boat as a toy boat and the penguins as figurines for added pretend play. This year, the company is applying that approach to its classic Big Little Games Flingin’ Frogs game and turning the game's characters into Flying Kung Fu Frogs. Packaging is another place where when innovation is applied the right way, games can stand out more on shelf. “Shelf space continues to be an issue and with it we see less national retailers taking games as much as we used to,” says Lisa Wuennemann, marketing director, Patch Products. “It’s not a new challenge but all game manufacturers are looking at what we can do to get year-round game purchases.” Unlike toys with try-me features, games are often more difficult for manufacturers to convey through the packaging. Patch is revamping its packaging such as updating its Five Second Rule with shimmering foil packaging and also applying a proven strategy of toys to its Flash & Furious game with motion-activated packaging. “We all know what happens when you walk down the preschool aisle,” she says. “You have multiple toys talking at you, so why not apply that to games?” In other words, it’s taking the way consumers think about board games— such as storing them in the closet—and changing that. And people also are looking for portability within games as well, such as packaging that can double as a game board or element. “People want to use them for trips, and they want to take games with them, which is why a toy can sometimes win out over
a game,” says Wonderforge’s Chrisman. Wonderforge now offers a growing line of bag games for easy travels.
Specialized Sales
One of the problems games companies big and small have found at mass is that while the demand for innovation is starting to build, these retailers don’t always know what to do with it once it arrives. For example, last year Pressman Toy launched its line of iPieces that turned iPads into the board games with game pieces that interacted with the iPad. iPieces received positive reviews from toy reviewers and bloggers alike, and in specialty stores, where it was understood, the product was successful. “But at mass, the category [digital board games] isn’t performing well for anyone. There’s a lot of unknowns from the retail side about how they should position these products,” says Jim Pressman, president of Pressman Toy. So, it’s no secret that specialty is the place consumers go to get a more one-on-one sales experience, and where games companies look to gain traction for new games. “Games get sold when they get played,” says Jason Schneider, director of product development for Gamewright. “And you can’t do that in a bigbox store. A lot of our games are getting sold because of how incredible specialty retailers train their staff to hand-sell games.” Fast-paced games can be demoed quickly by in-store helpers And especially when bringing a young game with more complex elements to market, such as Gamewright’s Sleeping Queens or Forbidden Island and Desert series, having someone on the floor that can walk consumers through gameplay is extremely helpful. “Any market will tell you, nothing beats word of mouth for moving a product, but it works especially well in the games department,” says
Schneider. Similarly, Blue Orange Games sends its “Games Gurus” on an annual cross-country road trip to meet with its retailers, ensuring they understand how its games work as well as gaining consumer feedback. Even companies such as Mattel are recognizing the success in this approach and are breaking their big-box mold to interact with consumers through a face-to-face games strategy. Last month Mattel kicked off its Take a Game Break campaign, encouraging families to take time out of their busy schedules and take a break with some classic game play. Part of the initiative pulls a page from the specialty book as the company started its nationwide games truck roadtrip in late May. “We’re still working out all the locations, but we’re planning takeovers for cafes and coffee shops,” says Heather Miller, director of U.S. games marketing, Mattel. “This is a trend we are happy to be a part of and we think playing the games is what will get people excited and back to traditional games.” The company also launched its new Mattelgames.com online destination, where people can go to make a pledge to take a game break and receive exclusive games offers to share with friends.
Licenses Still Offer Boost
While innovation in traditional board games remains a priority, licensing will always offer game companies a quick way to update a classic game as well as create opportunities to develop new gameplay around a property. And a lot of the successfully applied licenses to board games are coming from two main areas: digital and preschool. Not so surprising, when companies aren’t trying to merge technology with traditional play patterns, they are looking at properties within the digital space to translate into classic gameplay. For instance, “as mobile gaming continues
to grow in popularity, Hasbro has seized opportunities for corresponding face-to-face games to be brought to market,” says Jonathan Berkowitz, vice-president of marketing for Hasbro Gaming. For fans of Angry Birds Star Wars, Hasbro brings the flying fun of the game to life but also “allows kids to collect their favorite Star Wars characters reimagined as high-flying Angry Birds and villainous pigs,” Berkowitz adds. And like its digital counterpart, games manufacturers are focused on keeping the play fastpaced for added repeat play value. (This applies to games throughout the aisle as well.) “People are consuming more and consequently, more quickly,” says Peter Kristoffy, vice-president of marketing, Spin Master. “Due to the fast-rate of consumption, kids especially want to have shorter action-packed experiences and have them repeatedly. If we don’t meet this criteria then game players will play our games only a few times and then move on to other activities leaving our games to collect dust in the closet.” Preschool properties are also viewed by game companies as a way to excite a child with their favorite characters while also introducing them to the enjoyment of a classic board game. And for parents, they’d much rather their child have a tangible engaged physical play experience versus a solo digital one, says Wonderforge’s Chrisman. But as with any toy, each game is built for a different occasion. Some may seek out the quick-play action they find in their digital counterparts, while others may seek out more complex games that take hours or days to complete (another slow-growing trend seen in games such as Gamewright’s Forbidden series) or ones that offers toyetic pieces that can be played with once the game is over. There will always be as much room for classics such as Monopoly in the games aisle as there will be for new games–success is ultimately just about a little originality.
JUNE 2013 TOYS & FAMILY ENTERTAINMENT 55
Board Games
BY JENNIFER LYNCH
To compete for the attention of today’s gamers, game companies are offering faster paced game play and incorporating play elements into games that can be used for play post-gaming. In addition, the right license or twist on a classic game can also bring gamers back to the traditional board game table. Spin Master
Hasbro
Monopoly Hotels is one of the newest editions to the line of classic Monopoly games. In this head-to-head matchup, players race to build to the top of their hotel first. Players can chose between using their cards to build and collect rent or use them to sabotage an opponent. Build rooms, make money, and attract celebrity guests to win. It is for ages 8 and up for two players.
Techno Source
Spin Master’s Logo Party, is the party edition of the popular Logo board game, in which each team has 20 seconds to figure out a brand from one of four card categories: Do It, Draw It, Describe It, and Reveal It. As in the original, the party edition also highlights well-known logos, brands, and product mascots. But in this game, there is no trivia. The only question is: Can you get your team to figure out the brand?
The NFL RushZone Board Game from Techno Source captures the excitement of a real football game. Players split into teams and flip a coin to start the game. The offense rolls dice to keep the drive alive, while the defense tries to sack the quarterback and force a turnover. Score as many points as possible before the end of the fourth quarter to win. The game includes all 32 NFL teams. It is for two to six players.
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Wonderforge
Disney-Eye Found It! is a new cooperative board game from Wonderforge, launching this fall. Players join Mickey Mouse and friends on a race through 12 illustrated Disney realms, from Radiator Springs and Alice’s Wonderland to Peter Pan’s Never Land and Pooh’s Hundred Acre Wood, where they hunt for hidden treasures and beloved Disney characters on the colorful, six-foot-long game board. The game is for ages 3 and up.
TCG
TCG has partnered with Fisher-Price to create a new line of preschool games that leverage the Fisher-Price brand’s most iconic toys. Focused on fun and learning, each game in the collection will help develop cognitive, physical, and social skills, while Grow-With-Me levels will provide advancing difficulty and complexity as a child’s skills develop.
ThinkFun
ThinkFun’s Laser Maze is a beambending logic game in which players must figure out how to direct the laser beam using the game’s mirrors through a series of mind challenging mazes. The game is for ages 6 and up.
Gamewright
For fans of Gamewright’s Forbidden Island, Gamewright has created a sequel: Forbidden Desert. The game contains familiar elements (cooperative play, modular board), while offering a different in-game experience where players work to recover a legendary flying machine buried deep in the ruins of an ancient desert city. Working in teams, players must use every available resource to survive the scorching heat and relentless sandstorm.
Endless Games
Korner’d from Endless Games is a pattern recognition game. Each four-colored piece can only fit in one intersection on the game grid. Be the first to play your three pieces to win. Korner’d is also a challenging activity for anyone on the Autism Spectrum. For this reason, Endless Games has teamed up with Autism Speaks and will donate proceeds from this game to Autism research.
Patch Products
Patch is expanding it’s Big Little Games line this year by adding personality to original games within the line such as Flingin’ Frogs with the upcoming Flying Kung Fu Frogs. Like the original, players ages 4 and up must fling their kung fu frogs onto the different levels to score points. But, if someone else’s frog pushes yours off, you lose all your points.
Pressman Toy
In the Skylanders Giants Pop ‘N’ Race game, players pop the game board’s center dome to roll the game die and race their movers around the board. The game is for two to four players ages 5 and up.
Briarpatch
Briarpatch is introducing a lineup of Pajanimals puzzles and games for 2013, inspired by the animated preschool series from The Jim Henson Company. The Pajanimals My First Adventure Game is played by following a path and matching objects to reach the finish. It is designed to teach visual discrimination, sequencing, hand-eye coordination, and language skills. The game is for ages 3 and up.
Educational Insights
Shelby’s Snack Shack Game is a number and counting game. Shelby buried bones on the beach and needs help collecting them. Help collect the most bones to win, but spin a sneaky seagull and players will lose bones or get sidetracked chewing a flip flop and miss a turn. It’s for two to four players, ages 4 and up.
Out of the Box
In the Old West, sly snake oil salesmen have the special talent of getting even the most skeptical customer to buy the most dubious product. And in Out of the Box’s Snake Oil game that’s exactly what players try to do. One player draws a card and becomes the Customer while the other players each select two word cards from their hands to create a product to pitch to the Customer. Players attempt to persuade the Customer that their item is the best and the Customer picks his/her favorite item. That player is awarded the Customer Card. At the end of the game, the player with the most Customer Cards wins. The game is for three to seven players, ages 8 and up.
JUNE 2013 TOYS & FAMILY ENTERTAINMENT 57
Puzzles
BY
NANCY LOMBARDI
Despite advances in technology, the classic puzzle category not only endures but it thrives. It’s still a great group activity as many of us on the East Coast learned during the days following Hurricane Sandy last fall. To keep the category fresh, manufacturers are incorporating innovation in many ways whether it’s through apps, 3-D designs, or the use of time to illustrate a concept. Here are some of the latest introductions for 2013.
TCG
The Little People I-Jig Interactive Jigsaw System lets preschoolers make a puzzle, play games and music, learn animal names and sounds, and answer questions about the puzzle. Each puzzle has three different interactive modes and more than 50 questions. The system includes two 24-piece interactive puzzles, as well as storage for additional puzzle cartridges. Themes include farm/barnyard, zoo, jungle, and vehicles.
Buffalo Games
Buffalo Games invites puzzlers to immerse themselves into the world of artist M.C. Escher. Watch his world of impossible spaces and wondrous realities come to life with this line of puzzles. Separately, in the Vivid 3-D line, classic puzzle images are reimagined in 3-D using lenticular designs. Also, the Escapes 1,000-piece puzzle series now features contemporary artist Chuck Pinson, which is a newly acquired license for 2013.
4D Cityscape
4D Cityscape will introduce the St. Petersburg puzzle. It recreates the city’s skyline in three dimensions using scale-model buildings. It also uses the fourth dimension of time, spanning 300 years of architectural history. The puzzle includes 64 building replicas that depict St. Petersburg’s skyline as it appeared as far back as 1703 up to 2008 with the completion of Benoit Business Center. The finished puzzle, for ages 8 and up, measures 24-inches long by 16-inches wide by two-inches tall.
Ravensburger
Ravensburger is offering additional augmented reality (AR) puzzles, which are Colorful Activity at Times Square and Satellite World Map. The existing items in the line include Over the Rooftops of Paris; Lofoten, Norway; Colorful Underwater Kingdom; and Animals of Africa. In Colorful Activity at Times Square, puzzlers complete the 1,000-piece puzzle in the traditional way. Then, via the free iPhone and iPad app, use the camera function of the device to activate a 360degree view of Times Square along with interesting facts about the world famous area. Puzzlers can even project their own picture and message onto one of the billboards that can then be sent to friends.
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Wonderforge
The Dr. Seuss Four Wood Puzzles is a classic collection of Dr. Seuss puzzles in a wood storage box. It showcases the vintage Dr. Seuss artwork from The Cat in the Hat, Hop on Pop, and Green Eggs and Ham. All four 12-piece puzzles pack up neatly inside the go-anywhere wood box, and the slide-open lid doubles as a handy frame for assembling the puzzles.
Patch Products
Patch Products offers Sneaky Puzzles Clifford the Big Red Dog. This 46-piece puzzle features Clifford on one side and a Birdwell Island scene on the other. All the letters of the alphabet and numbers 0–9 are hidden in the picture, which is what makes it “sneaky.” The finished puzzle is two by three feet. It is designed for ages 3 and up.
MEGA Brands
The Vibrant 1,000-piece puzzles feature landscapes with bold, vivid, and breathtaking scenery. An example is shown here. The 2,000-piece deluxe puzzle provides a fun, yet challenging experience for the avid puzzler. The assortment includes beautiful images from a variety of artists and licenses, including Disney.
Pressman Toy
Pressman Toy has a variety of puzzles with licenses appealing to all ages. The Downton Abbey 1,000-piece puzzle assortment, for ages 12 and up, features three different images. The Elf on the Shelf puzzles are for ages 4 and up. The 48-piece puzzle is packed in a tin and the 46piece puzzle is a large floor puzzle. The Trash Pack 100-piece puzzle, for ages 5 and up, features two images in the assortment, which is packed in a garbage tin. The Smurfs 46-piece Smurfette Pal Size puzzle is for ages 4 and up.
Winning Moves Games
Pastime Puzzles, from Winning Moves Games, are 300-, 500-, and 1,000-piece puzzles featuring unique-shaped pieces, called whimsies, which are birds, animals, objects, and symbols. Sorting the pieces to find the whimsies becomes part of the experience. This element adds a new layer of complexity for puzzlers. The finished Pastime Puzzles are sized to fit into standard picture frames. In addition, inside each package is a code that might be a winner. Enter the code on pastime-puzzles.com for a chance to win a hand-cut, wooden Pastime Puzzle. The retailer that sells the winning puzzle will also receive one. A winner will be drawn every month. Pastime Puzzles were originally on the market from 1908–1958 from Parker Bros. Each puzzle, which was made of wood, was cut by hand using real jig-saws.
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Bubble Sales Pop During Cold Spring n most areas of the country, the long, cold winter endlessly drags on. So on February 2 when Punxsutawney Phil, Staten Island Chuck, and Buckeye Chuck predicted an early spring everyone was hopeful. But it seems that Atlanta’s General Beauregard Lee was the only accurate rodent of the group. That groundhog predicted six more weeks of winter. Indeed, the cool temperatures dragged on too long. That made for slow sales for seasonal items. Mix in an early Easter holiday and many manufacturers say the negative sales impact is being felt across almost all categories. “It’s been a challenging spring season for everyone,” says Peter Tiger, co-president of Imperial Toy. “But we are hopeful and expect consumer sales to shift this month as the weather picks up.” As the summer eventually settles in and consumers head to stores, we do have to recognize that many areas of the East Coast are still rebuilding from Hurricane Sandy and, as of press time, a devastating tornado has just hit Oklahoma. Needless to say, fun seasonal products are not top of mind for many this year. Seasonal sales for these communities will focus on rebuilding and replenishing.
I
Little Kids
New Trends Pop Up
BY
NANCY LOMBARDI
Bubbles remain a summer favorite for many reasons. It’s an inexpensive product with crossgenerational appeal. Parents and grandparents can easily understand, purchase, and enjoy playing along with the kids. “Kids just want to run around and chase bubbles,” says Jim Engle, president of Little Kids. “It’s good clean fun.” For many families that equates to some play time that is active, outside, and away from a screen. Bubbles is one of those categories where it may seem impossible to innovate especially because of the science behind the category, which can be restrictive at times. However, this is one of the categories in the industry that has seen a lot of innovation over the past few years. Innovation comes in many forms: scientific, packaging, product design, and marketing tactics. “Innovation is key,” says Kathy Hawk, senior director of marketing for Funrise. “This is a very competitive category and for spring 2014, Funrise has some great new ideas that will incorporate new technology and patented designs.” Meanwhile, Little Kids’ Engle has already credited Funrise for its innovation with the Gazillion bubble solution. “Funrise took a com-
modity and turned it into a premium purchase and that’s innovative,” says Engle. Little Kids also brought innovation to the category with its No Spill Bubble Tumbler, which has now been on the market for more than 20 years. On the science front, Crayola and Imperial introduced innovative products. Imperial launched Glow Fusion Bubble Solution. Simply pour the glow activator into the solution, mix for one minute with the bubble wand, and watch as the solution glows. Crayola’s Outdoor Colored Bubbles invite kids to experience messy outdoor fun that is designed to be cleaned up, according to Julie Landro, Crayola spokesperson. Additionally, both Little Kids and Imperial have scented bubbles in their lines. While innovation is important in any business, both Tiger and Engle point out the importance of licensing in this category. Imperial is seeing success with Hello Kitty, Jake and the Never Land Pirates, and Sofia the First. Little Kids’ Engle says that Teenage Mutant Ninja Turtles have been a hit this season. This seemingly simple category is not so simple as manufacturers work to challenge science ensuring fun for the summer of 2014.
Little Kids offers a line of Teenage Mutant Ninja Turtle-themed bubbles. The Teenage Mutant Ninja Turtles lineup of bubble toys includes eight ounces of bubbles with wand, Giant Bubble Wand, and the Bubble Launcher. The Teenage Mutant Ninja Turtles Bubble Solution with wand includes eight ounces of bubbles and features Leonardo, Raphael, Michelangelo, and Donatello (shown here). The character bottles of bubbles are equally assorted and merchandised in a PDQ for impulse purchases. Blow tons of bubbles with the Giant Bubble Wand. The bubble wand features Leonardo emerging from the sewer pipe, includes six ounces of bubbles, and is merchandised on a blister card. The Bubble Launcher blasts tons of bubbles into the air when kids pull the string located on Michelangelo’s back to launch the bubble wand from his pizza. It includes four ounces of bubbles. No batteries are required. All bubble toys are recommended for ages 3 and up.
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Little Tikes
Little Tikes Bubble Machine is a bubble table that will entertain kids ages 18 months and up with four play stations. There is a push-and-pull lever, knob, and two wand areas. The faster kids push and pull on the lever and knob, the more bubbles are made. The tabletop design allows for multiple children to play. It features a fill line and overflow drain and come with one bottle of bubble solution.
Crayola
The Crayola Outdoor Colored Bubbles, for ages 5 and up, are intended for outdoor messy fun. The bubbles are colorful and will leave temporary colorful marks on skin, clothing, and intended outdoor surfaces, says the company. Color rubs off skin, can be laundered from clothing, and will spray away from most outdoor surfaces, such as driveways and sidewalks, with a garden hose. It is available in a single 6.5-ounce bottle with wand or a two-pack (shown here), which includes two different colored 6.5ounce bottles with wand.
Just Play
Just Play’s Jake and the Never Land Pirates Adventure Bubble Sword looks just like Jake’s iconic sword from the TV series. Unscrew the bubble wand from the sword body to reveal the wand, and wave to unleash bubbles. The wand comes pre-filled with bubble solution and a long wand. It is designed for ages 3 and up.
Funrise
Create a whirlwind of bubbles in the backyard with Funrise’s Gazillion Bubble Twister. Fill the reservoir with Gazillion Bubbles Solution, press the button, and watch as the Bubble Twister surrounds kids with bubbles. The set includes the Bubble Twister unit (shown) and four ounces of Gazillion Bubble Solution. For ages 3 and up, it requires three “AA” batteries, which are not included. With the Gazillion Flash ’n Spin, press the button to watch the bubbles dance around an array of lights. The set includes the Flash ’n Spin, dip tray, and four ounces of Gazillion Bubbles Solution. It is designed for ages 3 and up and requires three “AA” batteries, which are included.
Imperial
Glow Fusion Bubble Solution begins with Super Miracle Bubbles Premium Plus Solution coupled with what Imperial calls Infusion Activators (A & B) to create a variety of colors such as Atomic Orange, Planetary Pink, and Lunar Blue. Simply pour Infusion Activator’s A & B into the solution, mix (do not shake) for one minute with bubble wand, and watch as the solution glows. It is designed for ages 5 and up The Little Tikes Garden Leaf & Lawn Blower is becoming a classic in Imperial’s line as it blows lots of bubbles with a simple squeeze of the trigger. It is designed for ages 3 and up. Additional licensed items in Imperial’s line include Disney’s Jake and the Never Land Pirates and Disney Princess along with Thomas & Friends and Spider-Man.
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Offering Sustainable Fun for All BY JENNIFER LYNCH
ong before “going green” became the hot trend it is today, PlanToys was paving the way for more ecofriendly products for kids under the leadership of founder Vitool Viraponsaven. And while the company officially launched in 1981, the idea was sparked even earlier when Viraponsaven and six of his fellow university graduates made a pledge to “develop a company that would contribute positively to society and humanity.” Viraponsaven stayed true to the pledge, building PlanToys up from a small factory in Bangkok, Thailand. From the start it was always committed to its high production standards and the use of sustainable, environmentally friendly materials. By the time the company made its first appearance at the Frankfurt International Gift Fair in 1982, it had already produced its first full toy catalog and started exporting worldwide. Fast-forward to present day, now under the guidence of president Kosin Viraponsaven, PlanToys products are now available in more than 65 countries, the company has opened distribution offices in Japan and the U.S., and its green business practices are even further refined. As the first company in the world to manufacture wooden toys from preservative-free rubberwood trees, the use of the unfertilized and chemical-free material has always been a key ingredient to PlanToys’ products. And even the use of the expired rubberwood trees is not something it takes lightly. In return for using the trees on its Trang, Thailand plantation, the company began replanting them in 2004. It now replants more than 100,000 rubberwood trees each year. (PlanToys also relies on non-toxic, water-based
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dyes for its toys and soy- and water-based inks on printed materials.) In a continuation of this commitment to minimize its environmental impact, last year PlanToys debuted a new collection of sustainable toys made of what it termed PlanWood, a composite of the sawdust and wood chips left over from its regular toy production. As part of the new line, the company also relaunched popular classics using PlanWood, such as the Dancing Alligator, which is pictured above.
numbered tile sets featuring Braille and American Sign Language
But for PlanToys sustainable play is just as important as the toys actual sustainability. And PlanToys is just as focused on ensuring its offerings also aid a child’s development. “We have toys that are specific for each phase of a child’s physical, social, emotional, and intellectual development within that range,” says Kosin Viraponsaven. Two play patterns PlanToys is specifically focused on are solitary play for ages 0–2 and parallel play for kids age 3. PlanToys has also launched a number of toys offering additional aid to children with special needs. For example, last year the company earned an International Design Excellence Award for its Build-a-Robot. The robot’s four interchangeable geometric-shaped heads featuring different emotions—happiness, sadness, anger, and surprise—to help kids 3–7 on the
Dancing Alligator
Autism Spectrum identify emotions and increase their fine motor skills. The robot can also aid sensory development via its different tactile and auditory elements. One of the inspirations for these toys is PlanToy’s ongoing project Mom-made Toys, in which the company recruits moms to design and create toys for their own special needs child. Involving parents in this stage also plays into PlanToys’ belief that parents should take an integral and active role during playtime. “We believe all children, with or without disabilities, should be able to enjoy the discovery process and imagination when playing with our toys,” says Kosin Viraponsaven. “This project inspired us to produce certain toys that target special needs children who have visual impairment, Autism, and Cerebral Palsy. Moving forward, we are looking to produce more adaptive learning toys for children with special needs.” Plan introduced two numbered tiles sets featuring Braille and American Sign Language this year. As PlanToys continues looking ahead for ways to become an even more sustainable company, this category along with the introduction of newer designs using PlanWood will be central to its mission. Kosin Viraponsaven also adds that the introduction of product lines such as arts and crafts and outdoors could be coming soon to the company’s eco-friendly toy box.
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YOU’RE HIRED
THE WISH FACTORY
JOEL NAFTELBERG, DIRECTOR OF MARKETING
The Wish Factory has appointed Joel Naftelberg as director of marketing. Prior to The Wish Factory, Naftelberg directed, marketed, and managed the evolution of Associated Media International, developing rich media content for fanbased community websites. He has worked with highly visible entertainers including The Jonas Brothers, Nickelback, The Who, and AC/DC. He has executed projects for clients including CitiGroup, The New York Mets, Habitat for Humanity, Hilton Hotels Corporation, and Bacardi Rums.
BABYFIRST
MATT GENTILE, SENIOR VICE-PRESIDENT OF ADVERTISING SALES AND SPONSORSHIPS
Television network BabyFirst appointed Matt Gentile to the newly created position of senior vice-president of advertising sales and sponsorships. Gentile previously served as vice-president advertising sales for Comcast/NBCU, where he represented a number of its major network brands including Sprout, E!, and Style. Since its launch in 2006, BabyFirst says it has steadily grown to become the largest television vehicle targeting babies, toddlers, and their moms in the U.S. BabyFirst is completing its transition from a subscription-based service to a basic cable network. The network exceeds 35 million homes via its cable and satellite partnerships with Comcast, Time-Warner, Charter Communications, DIRECTV, and Dish Network. The channel says it is projected to exceed 50 million homes by year-end.
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WICKED COOL TOYS
JEREMY PADAWER, PARTNER & CO-PRESIDENT
Wicked Cool Toys announced the hiring of Jeremy Padawer to join Michael Rinzler as partner and co-president. Padawer has been in the toy industry for more than 15 years and has extensive experience in marketing, sales, licensing, product development, kid’s televised content, and more. Padawer was most recently executive vicepresident of marketing and new business development for Jakks Pacific. Padawer opened Wicked Cool Toys’ L.A. office in May. Wicked Cool Toys currently has licensing deals with WWE, Teenage Mutant Ninja Turtles, and The Wiggles.
ICONIX/PEANUTS WORLDWIDE
CAROLANN DUNN, EXECUTIVE DIRECTOR OF HARD GOODS, PEANUTS WORLDWIDE
Iconix Brand Group appointed Carolann Dunn to the newly created role of executive director of hard goods for Peanuts Worldwide and Iconix Entertainment. She will drive new business and account management in the toys and games, HBA, gift, home décor, stationery, food, and sporting goods categories. Reporting to her will be director of hard goods, Lexi Mitz. They will also build existing and new relationships with partners for the planned 2015 Peanuts movie from 20th Century Fox and Blue Sky Studios. Dunn joins Peanuts Worldwide and Iconix after serving as principal at the licensing agency, Creative Properties. Prior to Creative Properties, she was vice-president, consumer products licensing for Major League Baseball Properties.
MUNCHKIN, INC. JEFF HALE, COO
Munchkin, Inc., announced the appointment of Jeff Hale as COO. Hale has considerable experience in the infant and toddler industry, having previously served as COO at Summer Infant, Inc., and Dorel Industries (Canadian division). Hale has also held top executive positions at Bob Barker, Inc., Berkline/Benchcraft LLC, Fidelity Investments, and Honeywell Consumer Products. At Summer Infant, Hale successfully centralized U.S. distribution, which was key in reducing inventory by nearly $20 million.
TOY INDUSTRY ASSOCIATION
KENNETH EBELING, VICE-PRESIDENT OF STRATEGIC DEVELOPMENT AND MEMBER SERVICES
The Toy Industry Association (TIA) has announced that Kenneth Ebeling will join TIA as vice-president of strategic development and member services. Previously, Ebeling held the title of senior vice-president of membership development for the Direct Marketing Association (DMA), where he worked for more than 20 years. Immediately following college, Ebeling was recruited as a linebacker for the Cincinnati Bengals and then pursued a brief career as an educator. In 1984, he joined DMA as a new member account executive and was subsequently promoted through a number of roles to his most recent post as senior vice-president of membership development. As SVP, he oversaw multiple areas including business development, special interest councils, program management, and member communications management.
RUBIE’S COSTUME COMPANY
STEPHEN STANLEY, MANAGING DIRECTOR OF LICENSING AND BUSINESS DEVELOPMENT
Rubie’s Costume Company, Inc., announced that Stephen Stanley has been hired as the company’s managing director of licensing and business development. Stanley joins Rubie’s with more than 20 years of experience in the licensing industry, most recently as the senior vice-president of global licensing at Jakks Pacific. He previously served as co-president of Disguise, Inc. In this newly created position, Stanley joins Rubie’s in the Melville, N.Y. facility and will report directly to Rubie’s executive vice-president, Howard Beige.
DREAMWORKS ANIMATION NEW BOARD MEMBERS
DreamWorks Animation SKG, Inc., announced at its annual meeting of stockholders, on May 29, 2013, current directors Nathan Myhrvold and Richard Sherman retired from the company’s board of directors and Lucian Grainge, chairman and CEO of Universal Music Group, and Jason Kilar, founding CEO of Hulu, will be nominated for election as new directors. Myhrvold is the CEO of Intellectual Ventures and has served on the DreamWorks Animation board of directors since the company went public in October 2004. Sherman is the CEO of The David Geffen Company and has served as a DreamWorks Animation board member since November 2008. Kilar was the founding CEO of Hulu and a pioneer in the field of digital content. Prior to building Hulu, Kilar served in key leadership positions with Amazon.com, including senior vice-president of worldwide application software and vice-president and general manager of Amazon.com’s domestic books, music, and video businesses. Grainge joined Universal Music Group in 1986 and has spent his entire career in the music industry. He has not only pioneered new approaches to the signing and development of some of the world’s most successful recording artists and songwriters but has also consistently championed the development of innovative business models and partnerships with a wide range of technology and media partners around the world. Grainge is also a member of the board of directors for Activision Blizzard, Inc.
JUNE 2013 TOYS & FAMILY ENTERTAINMENT 65
EVENTS OF
CALENDAR
Industry-Related Trade Shows JULY
18–21
AUGUST 17–21
Comic-Con International
comic-con.org
San Diego Convention Center
San Diego
New York International Gift Fair
nyigf.org
Jacob Javits Convention Center
New York City
SEPTEMBER 23–26
G2E
globalgamingexpo.com TIMETOPLAYMAG.COM
METROPOLITAN PAVILION
NEW YORK CITY
1–3
TIA Fall Toy Preview
toyassociation.com
Dallas Market Center
Dallas
7–10
MIPCom
mipcom.com
Palais des Festivals
Cannes
26
OCTOBER 3–6 5–6
10–13 15–17 15–18
TIME TO PLAY HOLIDAY SHOWCASE
iHobby Expo MIPJunior
New York Comic Con
Brand Licensing Europe ABC Kids Expo
NOVEMBER 21–22 23–24
Toy and Games Conference
Chicago Toy and Game Fair
DECEMBER 4–6
8–11
JANUARY 6–9
21–23
29–2/3
International Halloween Show
mipjunior.com
newyorkcomiccon.com brandlicensing.eu theabcshow.com
Schaumburg Convention Center
Palais des Festivals
Jacob Javits Convention Center Olympia Grand Hall
Las Vegas Convention Center
Las Vegas
Schaumburg, Ill. Cannes
New York City London
Las Vegas
tandgcon.com
Navy Pier
Chicago
chitagfair.com
Navy Pier
Chicago
Grand Strand Gift Show
grandstrandgiftshow.com
hiaonline.org
Halloween Tower
New York City
Hong Kong Toys and Games Fair
hktoyfair.com
Hong Kong Convention & Exhibition Centre
Hong Kong
The Toy Fair
Spielwarenmesse International Toy Fair
FEBRUARY 16–19
ihobbyexpo.com
Sands Expo Center
American International Toy Fair
66 TOYS & FAMILY ENTERTAINMENT JUNE 2013
toyfair.co.uk
Myrtle Beach Convention Center
Olympia Grand Hall
Myrtle Beach
London
toyfair.de
Nuremberg Exhibition Center
Nuremberg
toyassociation.com
Jacob Javits Convention Center
New York City
www.yugioh.com ©1996 Kazuki Takahashi ©2011 NAS • TV TOKYO
Untitled-1 1
North America: Jennifer Coleman at jcoleman@4kmedia.com • 00 1 212-590-2100 Europe: Sandra Arcan at saukar255888@konami.com • +44 1753 271 721
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