Toys & Family Entertainment, October 2009 by aNb Media

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Volume 4, No. 11

October 2009

Features 32 Foreman to Bridge Gaps in the Toy Industry by Nancy Lombardi

34 A Look at Disney’s

Marvel Acquisition by Nancy Lombardi

Departments

36 An Industry in Transition:

Leading Executives Respond to Changing Times

by Christopher Byrne

compiled by Laurie Leahey and Paul Narula

84 The Hobby Industry’s Quiet Innovation

by Chris Adams

: Bachmann Trains

by Paul Narula

: Product Presentation

by Laurie Leahey

page 6

Sizzlers

page 10

Specialty Sizzlers

page 12

The Ticker

page 14

Entertainment Marketplace:

50 2010 Toy Preview

Observations & Opinions

Sid the Science Kid

page 22

Merchandise Makers: International Playthings

page 24

Industry Forum: TIA

page 26

Industry Forum: Gameplan Europe

page 30

You’re Hired

page 92

Calendar of Events

page 94

ON THIS PAGE (CLOCKWISE FROM THE TOP): Jada’s Battle Machines R/C Twin Pack, Bachmann Trains’ Pacific Flyer set, and The Jim Henson Company’s Sid the Science Kid

ON THE COVER (LEFT TO RIGHT, TOP TO BOTTOM): Wild Planet’s Woody’s Run-Around Roundup, ToyQuest’s Stretch Screamer, Pretty Ugly’s Ugly Doll glow-in-the-dark action figure, Learning Curve’s High Flying Super WHY! Action Figure, Lafayette Puzzle Factory’s Crayola Chalkboard Color & Draw Floor Puzzle, Ceaco’s LIFE magazinelicensed puzzle, Imperial’s Googly Frog, Razor’s Ground Force Drifter, Jakks’ Magic Glow Fairy, LEGO’s Minotaurus game, Funrise’s Tonka Strong Arm Dump Truck, and Manhattan Toy’s Star Willow Stables Leah May Show Horse COVER BY DESIGN EDGE

OBSERVATIONS & OPINIONS

WWW.ANBMEDIA.COM

To Be in Dallas or Not to Be in Dallas BY

BOB GLASER

ost of the toy industry is now gathered once again in Dallas for the Toy Industry Association’s (TIA) Fall Toy Preview. Speaking to numerous toy manufacturers leading up to this show, opinions vary greatly about its future. As most of you are aware by now, Jakks Pacific and Spin Master, two large toy companies, are not exhibiting in Dallas this year. Mattel does not exhibit in Dallas. It hosts its own “Toy Fair” at its headquarters during the Dallas Toy Preview timeframe. Hasbro also lacks a presence at the show. This lack of attendance by the larger toy companies has smaller to medium-sized toy companies concerned that retailers will lose interest and no longer attend the show. While I understand this train of thought, I disagree with it. There are still a number of major companies that attend—two of the most notable are MEGA Brands and Bandai. However, from what I’ve been told, total square feet of exhibit space is down for this year in Dallas. It is not surprising since two major companies are not exhibiting this year, but the total number of exhibitors is in line with what was expected. I have also been told that most major retailers will have buyers at the show. While it may not be a full contingent, buyers will certainly be at the show. Many small to medium-sized toy companies see tremendous value in exhibiting in Dallas. Representatives from some of these companies tell me this show is a very cost-effective way to present new product introductions to buyers and receive constructive feedback on new products. It is more cost-effective for manufacturers and retailers alike to be under one roof to do business. While every toy manufacturer wants to do business with the “big three,” the Toy Preview presents an opportunity to see retailers of all sizes. I can’t tell you how many times I have heard the phrase “any time I get in front of a retailer is valuable time.” Other people who play vital parts in the toy industry, such as licensors and inventors, also attend the show. In addition, the staff of aNb Media enjoys this show because it affords us the opportunity to see new products and get an early read on emerging trends without having to travel all around this country to do so. We wish everyone a successful show.

6 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

PUBLISHED

BY ANB

MEDIA • Volume 4, Number 11

PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING MANAGER AMY LAND AMY@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM MANAGING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM ASSISTANT EDITORS LAURIE LEAHEY; LAURIE@ANBMEDIA.COM PAUL NARULA; PAUL@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTOR ANDREW DOBBIE; MATT NUCCIO, MATT@DESIGNEDGE.NET; MARISA RANDALL MEDINA HONG KONG REPRESENTATIVE TONY LEE SMART REGENT PRODUCTIONS LTD., 66–72 STANLEY STREET, ROOM 603, KAI TAK COMMERCIAL BUILDING, CENTRAL HONG KONG PHONE: 2815 0166 • FAX: 2815 6911 • SREGENT@NETVIGATOR.COM 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 and SPECIALTY EMPORIUM are published monthly by aNb Media, Inc. Copyright 2009 aNb Media, Inc. 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 trade-

marks of aNb Media, Inc. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of management.

•LCD GAMES•BOARD GAMES•TOUCH SCREEN GAMES•HANDHELD GAMES• NTERNET GAMES•ELECTRONIC GAME Amazing innovations continue... •TABLE TOP GAMES•TV GAMES• KEY CHAIN GAMES•LCD GAMES•BOARD AMES•TOUCH SCREEN GAMES•HAN ELD GAMES•INTERNET GAMES•ELEC RONIC GAMES•KEYCHAIN GAMES•TV AMES• KEYCHAIN GAMES•LCD GAM OARD GAMES•TOUCH SCREEN GAM HANDHELD GAMES•INTERNET GAMES Get the 411 in Dallas. LECTRONIC GAMES•TABLE TOP GAME TV GAMES• TABLE TOP GAMES•LCD BOARD GAMES•TOUCH SCREEN•HAN Come see our award-winning products at the Dallas Market Center, Room 411 AMES•HANDHELD GAMES•LCD GAM Fall Toy Preview October 6 - 9, 2009 NTERNET GAMES•ELECTRONIC GAME •TABLE TOP GAMES•TV GAMES• KEY CHAIN GAMES•LCD GAMES•BOARD AMES•TOUCH SCREEN GAMES•HAN ELD GAMES•INTERNET GAMES•ELEC Print t! me ou

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© 2009. The United States Playing Card Company, a subsidiary of Jarden Corporation (NYSE: JAH) BICYCLE ®, BICYCLE ® and Design, BICYCLE LOGO, the Ace of Spades design, the Joker design and associated marks, logos, designs, card back designs, numbers and finishes are trademarks of The United States Playing Card Company. Used under license by Techno Source. © X VS. Y and X VS. Y logo design are trademarks owned by Techno Source. © 2009 JMBP,Inc. Are You Smarter Than A Fifth Grader?, Are You Smarter Than A Fifth Grader?, and all related logos and slogans TM, JMBP,Inc. All Rights Reserved. © Rubik’s®. All Rights Reserved. Rubik’s® and Rubik’s® Cube are registered trademarks of Seven Towns Ltd. Used under license. Manufactured for and distributed by Techno Source. Licensed by the Sharpe Company. Info@sharpeco.com. Disney logo © Disney Enterprises, Inc. © Put Your Game Face On, Guess What I Am! and designs are trademarks owned by Techno Source. © 1982 Kenneth R. Johnson Phase 10 is a registered trademark of Kenneth R. Johnson. SMILEY CENTRAL, the Smiley Central logo, SMILEY CENTRAL STUDIO, and all related characters and elements are trademarks/service marks of Mindspark Interactive Network, Inc. Copyright © 2009 Mindspark Interactive Network, Inc. All Rights Reserved. Used under license. Printies and the Printies logo design are trademarks owned by Techno Source. © 2009 Techno Source, All Rights Reserved.

STRONG OPPORTUNITIES! Our properties are taking over the market and Cartoon Network is now the #1 choice for boys. And we continue to dominate youth culture with strong brands and excellent licensing opportunities. So put our strengths to work for you. For more information, e-mail us at licensinginfo@cartoonnetwork.com

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. APPLES TO APPLES PARTY BOX EDITION Mattel

NERF N-STRIKE RAIDER Hasbro

Hyper Dash

BAKUGAN TRAP ASSORTMENT Spin Master

RAINFOREST MELODIES AND LIGHTS DELUXE GYM Fisher-Price

BARBIE & THE THREE MUSKETEERS DOLL ASSORTMENT Mattel

Madden NFL 10 for Xbox 360

HALO WARS CONSTRUCTION ASSORTMENT MEGA Brands

TRANSFORMERS: REVENGE OF THE FALLEN BUMBLEBEE VOICE MIXER Hasbro

HYPER DASH Wild Planet

Liv Doll Assortment

LEGO STAR WARS ASSORTMENT LEGO LIV DOLL ASSORTMENT Spin Master

10 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

TRANSFORMERS: REVENGE OF THE FALLEN FIGURE ASSORTMENT Hasbro WII SPORTS RESORT Nintendo

Bakugan Trap

MADDEN NFL 10 FOR XBOX 360 EA Sports

TAG LeapFrog

Transformers: Revenge of the Fallen Bumblebee Voice Mixer

ZHU ZHU PETS Cepia

• Top 10 Preschool Show*

– Winner of NAMIC Children’s Award – Reaching 22.3 million total viewers*

• Upcoming On-Air Events – Premiere week (Fall ‘09)

• Consumer Products Launch

– Including toys, books, video games, apparel & stationery (Fall) *Source: Nielsen Media Research (3/30/09 - 6/28/09) *Source: Nielsen NPOWER (YTD - 12/29/08-8/30/09)

For US licensing and retail information contact: Shaun Turner VP, Retail Development Shaun.Turner@nick.com

For International licensing information contact: Jill Tully VP, International Consumer Products Jill.Tully@nick.com

Kristi Wasmer VP, Retail Development Kristi.Wasmer@nick.com

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SPECIALTY SIZZLERS

SPECIALTY SIZZLERS: WHAT ’S MOVING OFF STORE SHELVES IN THE SPECIALTY MARKET? This is an alphabetical listing of the hottest-selling items in the specialty segment of the toy industry, based on a survey of independent toy and gift retailers, reflecting the previous month’s sales.

AFRICAN DWARF FROGS Wild Creations

PLASMACAR PlaSmart Little Chubbies

BANANAGRAMS Bananagrams

THE SKIPPER Just Jump It STICKY MOSAICS Orb Factory

HEXBUG Innovation First LITTLE CHUBBIES International Playthings

Bananagrams

WOW VEHICLE ASSORTMENT Ravensburger YO-YO

MAGNA-TILES Valtech

12 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

PlasmaCar

ASSORTMENT Yomega

Girl Gourmet® blends the latest food fashion and design trends into fun, creative activities for today’s gourmet girl. The Cake Bakery lets girls and her friends customize and design their very own freshly made fondant cakes. Simply microwave-bake in just 30 seconds, then have endless decorating fun! TM

www.mygirlgourmet.com

THE TICKER

A RECAP OF INDUSTRY HEADLINES TOYS ‘R’ US ACQUIRES KB TOYS BRAND

Toys “R” Us, Inc., has acquired the KB Toys brand, which includes its URL, KBToys.com, its trademarks, and other intellectual property rights. Founded in 1922, KB Toys was once the largest mall-based toy retailer in the United States. Its operations included KB Toys stores in large shopping malls, KB Toy Works stores in outdoor shopping centers, and KB Toys Outlet and Toy Liquidators stores in outlet centers, as well as an online store, KBToys.com. KB Toys closed its doors in February 2009, following a bankruptcy filing. Toys “R” Us is working to determine the role KB Toys will play in its growing portfolio of family-friendly brands over the long term. In the interim, visitors to KBToys.com will be invited to shop Toys.com, where they will find exclusive savings and daily deals offered by other e-commerce sites. This is the latest in a string of acquisitions by TRU, which also includes the acquisition of FAO Schwarz and eToys.

WHAM-O ANNOUNCES COMPANY’S RELAUNCH

Wham-O is poised to introduce itself to a new generation of kids with some of the great classic toys that their parents and grandparents once enjoyed, along with a range of new products, thanks to a new management team and a new business strategy. The company will launch a reinvigorated lineup of products across its diverse portfolio of toys, sporting goods, and recreational products at the Fall Toy Preview in Dallas. To lead the relaunch, the company brought on new top-level management, including Kyle Aguilar as CEO and Tony Lawlor as president, whose first step was to fuse a partnership with The Bridge, Jay Foreman’s new global sourcing company. Wham-O’s fall 2010 line includes new offerings in several categories such as preschool, dolls and figures, outdoor winter games, and back-to-school. The company is also planning a major program for spring 2011 with fresh takes on the company’s core brands including Slip ’N Slide, Frisbee, Hacky Sack, SuperBall, Morey, BZ, and Boogie Board.

FISHER-PRICE ENTERS DIAPER CATEGORY

Fisher-Price, a subsidiary of Mattel, Inc., is entering the diaper category for the first time with new Happy Days & Nights Diapers. Happy Days & Nights Diapers address the unique differences between baby’s daytime and nighttime diapering needs. The line includes Happy Days Diapers for daytime use, Happy Nights Diapers for overnight, and the Happy Days & Nights 2-in-1 Value Pack—a box that includes a mix of daytime and nighttime diapers. Happy Days & Nights Diapers feature the patent-pending SizeRight waistband that helps ensure the right fit for all day and night com-

14 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

THE TICKER

A RECAP OF INDUSTRY HEADLINES fort. They are constructed of soft materials that are hypoallergenic and fragrance-free to protect baby’s sensitive skin. Happy Nights Diapers feature a DriNite Liner, offering more absorbency than daytime diapers, for extra leak protection.

MGA L AUNCHES BFC, INK DOLL LINE

MGA Entertainment, Inc., announced the launch of BFC, Ink, a new doll line that embraces the excitement that comes from belonging to a supportive group of friends and accomplishing your goals together. BFC, Ink (Best Friends Club, Ink) dolls come with relatable fashions and interactive journals meant to inspire girls to discover their individuality, and focus on the experiences girls go through in life, knowing that friends will be there. In partnership with Parragon Publishing, the BFC, Ink dolls also align with a series of tween-targeted fiction books featuring relatable topics for girls. The line is supported by a website at www.BFCInk.com.

UNIVERSAL, HASBRO, AND TRU FOR JURASSIC PARK FIGURES

SIGN DEAL

Hasbro announced plans for a line of dinosaurs from Universal Pictures’ Jurassic Park to be sold exclusively at Toys “R” Us this fall. The line, licensed from Universal Partnerships & Licensing, will include an extensive assortment of dinosaurs and figures. All items in the line are designed for ages 4 and up.

MGA’s BFC, Ink dolls

LITTLE AIRPLANE AND SPIN MASTER PARTNER

Little Airplane Productions and Spin Master Entertainment, a division of Spin Master, Ltd., announced a partnership to develop and launch Stella Takes the Stage, a new preschool series that encourages self-knowledge among preschoolers and that will feature a new animation style called “Theatre Arts Animation.” Stella Takes the Stage is about a charismatic little girl who shares the big events of her life with the child-viewer from an extraordinary and ever-changing paper stage. The new series will combine elements of traditional theatrical stagecraft with computer animation. The theme of Stella Takes the Stage is self-knowledge and the educational curriculum is by child-development expert Dr. Laura G. Brown (The Wonder Pets!, Ni Hao, Kai-Lan).

RUSS BERRIE TO CHANGE NAME OF COMPANY

The Russ Berrie Company announced that it is changing its name, subject to shareholder approval to Kid Brands, Inc. The change reflects a shift in the company’s direction to focus on global products for the infant and juvenile categories as it sheds its gift business. This would result in a change to the company’s stock symbol. The privately held Encore Group purchased the Russ Berrie gift business in 2008. Encore is using the Russ Berrie name under a licensing agreement.

16 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

THE TICKER

A RECAP OF INDUSTRY HEADLINES KMART, NICK OFFER EXCLUSIVE DORA LINE

Kmart and Nickelodeon/Viacom Consumer Products (NVCP) announced the launch of Dora Loves Puppy, which is an exclusive apparel, toy, and specialty goods line designed around the preschool series, Dora the Explorer. Available only at Kmart stores nationwide and at www.kmart.com, Dora Loves Puppy takes kids on a new adventure with Dora and her canine companion Perrito, and opens up a brand-new personalized online experience at www.dorapuppy.com. The product launch follows the storyline of Dora’s adoption of her new pet.

TRU TO OPEN HOLIDAY EXPRESS LOCATIONS

Toys “R” Us announced plans to open nearly 350 Holiday Express toy locations across the country by early October. This is expected to include more than 80 Holiday Express pop-up stores opening nationwide in malls and other shopping centers, and more than 260 Toys “R” Us Holiday Express shops within the company’s Babies “R” Us stores. The Holiday Express pop-up stores are expected to close in midJanuary. Returns and exchanges can be made after the holiday season in any of the company’s 847 Toys “R” Us and Babies “R” Us stores. In addition, shoppers in Holiday Express locations will have the ability to register for Rewards “R” Us, the company’s customer loyalty program. Gift cards and buyer protection plans also will be available in these locations. In additional TRU news, the company announced it opened its first Babies “R” Us store in Hawaii on Friday, September 18. Located at 1150 Kuala Street in Pearl City. This will create new jobs, employing approximately 70 associates. With the opening of this store, the company now operates 263 Babies “R” Us locations nationwide.

BABALU ACQUIRES WJ FANTASY

Babalu, Inc., maker of the FeltTales product line, announced it has acquired toymaker WJ Fantasy. WJ Fantasy of Bridgeport, Conn., has designed and manufactured a selection of nesting blocks, toys, Advent calendars, and children’s books for more than 25 years. Babalu is owned and managed by Blair Everett, a toy industry veteran of more than 30 years. Two key team members at WJ Fantasy will continue with the Babalu subsidiary: John Sullivan will continue to handle sales and will assume sales responsibilities for Babalu at specialty channels and Kathy Morey will manage operations and day-to-day activities for both businesses, Everett said. Because of the mid-year acquisition and the sales season already underway, Babalu and WJ Fantasy will be run as two separate divisions through the end of 2009.

PATCH PRODUCTS SIGNS SHOPATRON DEAL

Patch Products announced its new Shopatron-powered online store for its four brands: Patch, Smethport, Lauri, and ÜberStix. Shopatron was used to redesign and build Patch Products’ complete website with integrated eCommerce capabilities. In addition to the new look, Shopatron will also provide order management, including payment processing, order tracking, call center support, and customer care.

18 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

THE TICKER

A RECAP OF INDUSTRY HEADLINES With the help of Shopatron, Patch Products’ new simple order procedure will bring convenience to its consumers and enhance its relationship with retailers. Orders placed by shoppers on Patch’s website will be directed into Shopatron’s Coex Freedom order exchange for fulfillment by toy retailers across the United States. Retailers will also be involved as local in-store pickup partners.

JENNY MCCARTHY AND PEM L AUNCH TOO GOOD LINE

Keeping in line with celebrity mom Jenny McCarthy’s mission to build a better environment for children, Too Good by Jenny has partnered with PEM America to launch a line of affordable, nontoxic infant and juvenile products, including bedding, bath textiles, room décor, and newborn gift sets. The licensing agreement was developed and negotiated by Los Angeles-based new business development consultancy Brand Sense Partners. The line will debut in bedding and will reflect McCarthy’s passion for creating safe, nontoxic surroundings for children with a focus on safety, technology, and design. Too Good plans to pretest raw materials prior to the manufacturing stage and will also test all products for lead and phthalates with results posted prior to the product arriving in any retailer. Too Good will be utilizing high thread counts and 100 percent cotton on all crib sheets, mattress pads, and other products that are in direct contact with the child.

SKYWRITER MEDIA L AUNCHES

Jenny McCarthy and PEM’s Keith Schneider launched the Too Good line at the ABC Expo.

Globally recognized television industry executives Kevin Gillis, Michael McLaughlin, and Michael Iscove have launched Skywriter Media and Entertainment Group, Inc., a fully integrated company involved in the development, production, marketing, and distribution of original entertainment in all categories for worldwide television, online, gaming, and social media. Gillis heads up the company as CEO, McLaughlin serves as president, and Iscove acts as COO/CFO. Named to head up worldwide distribution for Skywriter is Paula McLaren, who oversees all areas of global sales, marketing, and acquisitions. Skywriter is financing, developing, producing, acquiring, and distributing a broad range of children’s, family, and primetime programming for the global broadcast marketplace. At the same time, Skywriter is forging strategic alliances with technology and digital media companies for the production, distribution, and marketing of content for all emerging media. In addition, Skywriter is concentrating on creating advertiser-supported content opportunities for the digital media marketplace, including online, mobile, and gaming platforms.

TATTARRATTAT TO COME TO LIFE

Bix Pix Entertainment, artist David Sheldon, and SupperTime Entertainment have formed a new venture to produce a kids’ cartoon series called TATTARRATTAT. The flipping, dual-personality characters created by kids’ book artist/author David Sheldon will come to life via the TV screen and books/merchandise, thanks to the all-rights venture. The venture has Bix Pix Entertainment in charge of development and production of TATTARRATTAT, creator Sheldon serving as creative director/lead character design, and SupperTime handling all marketing and merchandise. Based in Burbank, Calif., Bix Pix specializes in combining stop-motion with various other forms of animation to create original hybrids. To bring the TATTARRATTAT characters to life, Bix Pix plans to employ an animation style that incorporates traditional stop-motion and CG techniques. TATTARRATTAT is anticipated to begin production in early 2010 with initial distribution scheduled for fall 2011.

20 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

ENTERTAINMENT MARKETPLACE

THE JIM HENSON COMPANY BY LAURIE LEAHEY

he company that created Fraggle Rock, Bear in the Big Blue House, and Muppet Babies, continues to produce entertaining preschool programming. With its first curriculumbased preschool series, Sid the Science Kid, The Jim Henson Company hopes to promote exploration, discovery, and science readiness among preschoolers.

Sid the Science Kid debuted on September 1, 2008, on PBS Kids. A coproduction of The Jim Henson Company and KCET/Los Angeles for PBS Kids, Sid the Science Kid uses comedy to celebrate children’s natural curiosity about science and explores their “why?” questions in everyday life. Sid is an inquisitive and energetic 5 year old who tackles the ideas that preschoolers find fascinating, such as why do bananas go bad?, how does my juice box straw work?, and how does a bird fly without a plane? In each

22 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

episode, viewers will be introduced to Sid’s friends and family who help him find the answers to these questions. Unlike other animated children’s series, Sid the Science Kid uses the Henson Digital Puppetry Studio, a proprietary technology that allows performers to puppeteer and voice digital characters in real time, creating a spontaneous and fresh on-screen result. An interactive online world launched at the same time as the TV series. At pbskids.org/sid, kids will be greeted by Sid and his school friends. The website features three discovery zones: The Super Fab Lab at Sid’s school, the playground, and Sid’s kitchen. Each zone hosts numerous games that encompass all of the series’ curricular themes. Parents, caregivers, and teachers looking to extend informal science education in the home and classroom can use the website to find resources, such as games and activities, that reinforce the show’s themes. In order to promote science exploration and discovery outside of the TV and computer screens, The Jim Henson Company partnered with licensees, including Hasbro, HarperCollins, NCircle Entertainment, TysToyBox.com, Sara Max, Medibadge, and Patch Products, for everything from toys, games, and science activity kits to apparel, books, and DVDs. Through these licensed products, young scientists can connect and learn with Sid and his friends in a whole new way.

NEED

KNOW

• At the 36th Annual

Daytime Emmy Awards this year, Sid the Science Kid was nominated in two categories: Outstanding Children’s Animated Program and Outstanding Achievement in Main Title and Graphic Design. • Sid the Science Kid was originally called What’s the Big Idea? • Sid the Science Kid airs weekdays on PBS Kids. Check local listings for days and times. New episodes began airing last month. • Sid is able to answer his questions with the help of other characters on the show, including Gabriela, May, and Gerald, his classmates; his teacher Susie; Alice and Mort, his parents; his grandmother; and even his baby brother, Zeke.

HARPERCOLLINS

HarperCollins Children’s Books will launch a publishing program for Sid the Science Kid. Three titles targeting preschoolers ages 3–6 will debut in December. Sid the Science Kid: Why Are My Shoes Shrinking? is a storybook about growth—Sid learns that his shoes aren’t shrinking, but he is growing. In Sid the Science Kid: The Trouble with Germs, Sid’s dad catches a cold. Sid wonders why he has to wash his hands all the time and what germs are. He gets to the bottom of those questions with a little investigation in this I Can Read book. Sid the Science Kid: A Cavity Is a Hole in Your Tooth answers the question of what happens if you don’t clean your teeth after every meal. With the help of family, friends, and teachers, Sid finds out why brushing teeth is so important in this Let’s Read and Find Out title.

NCIRCLE ENTERTAINMENT

NCircle Entertainment released two DVDs in August. Sid the Science Kid: Change Happens and Sid the Science Kid: The Bug Club each feature four episodes from the series. NCircle will follow these releases with a third DVD in December. Sid the Science Kid: Weather Kid Sid includes four episodes from the series that deal with weather.

MEDIBADGE

HASBRO

The Jim Henson Company granted Hasbro a four-year master toy and games license for Sid the Science Kid. The new toy line will arrive on shelves this fall. Hasbro’s Talkin’ Sid the Science Kid talks when kids press its tummy. The doll comes with a DVD of “The Sticker Chart” episode. The Gotta Know Microphone, based on Sid’s microphone on the show, has push-button features that let kids create applause and laughter noises, and trigger the Sid the Science Kid theme song and silly sounds. It even has an echo mode. The Sid the Science Kid Mini Plushes (shown) feature plush versions of Sid, Gabriela, May, and Gerald.

MediBadge signed on to produce stickers featuring characters from Sid the Science Kid. The stickers will be distributed through doctors’ and dentists’ offices.

OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 23

MERCHANDISE MAKERS

INNOVATING ON THE CLASSICS BY

PAUL NARULA

hen International Playthings first opened its doors for business in 1967, it wasn’t as a toy manufacturer. Instead, the company was a distribution agent, founded by Ted Kiesewetter to distribute European toys to the American specialty market. The company’s mission was to supply innovative and entertaining products with integrity, superior play value, and child developmental qualities to the consumer. That mission has not changed in more than 40 years, but the source of International Playthings’ means of achieving those goals has changed. In the 40 years since the company’s creation, International Playthings began to incorporate a number of proprietary brands into its offerings, while continuing to serve as a distributor. Now, International Playthings is a toy manufacturer in its own right and serves its mission in a more direct fashion: by producing the products it wants to distribute. Many of International Playthings’ products are rooted in a classic play structure. “Our company prides itself in developing products that provide traditional play patterns that enable children to use their imagination and develop their mind,” says Michael Varda, president of International Playthings. Rather than inundate children with too many bells and whistles, the company tries to stick to basic products that still enhance a child’s playtime. Many of International Playthings’ most successful product lines have been a staple of youth for a number of years. Young parents might remember playing with products such as

24 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Calico Critters, Gotz dolls, or often styled after regular toys with Tomy preschool products electronic features. The twist comes when they were young. from the dynamos inside most of the These classic toys are a major products that require children to use part of the company’s lineup and their own power to energize it continues to expand on each their fun by shaking or crankof its classic brands, with ing. International Playthings new additions to the Calico has also created the Critters Cloverleaf Corners PlayDate Central product world and more products line, to help parents from Tomy, Gotz, and other entertain multiple chilbrands added to the line regulardren. The kits include ly. In addition, the company multiple games and continues to distribute products activities that can be reused that match its own philoso- The Early Star Learn & Grow Bot, part for countless play sesphy, including Taggies, of International Playthings’ Early Star sions. Both of these new infant line Mighty World, and iPlay. lines have roots in tradiHowever, just because the company is tional play patterns or incorporate classic known for its classic products doesn’t mean games and toys, but International Playthings that it relies on simply repeating former suc- takes them in a new direction and presents cesses. “We strive to use innovative tech- them in a unique way. niques, as well as unique colors, patterns, and Though the company has been in business textures,” says Varda. “Even if the concept is for 40 years, it shows no sign of slowing just a basic toy, we look to add a little surprise down and continues to expand and try new or special feature that adds to the base value things. International Playthings has added and to the play value of the product.” New another brand line to its roster with the new additions to older lines often feature a new Wild Science line. The collectible environtwist or feature that hadn’t been there before, ment sets can connect to create expanded giving kids and adults more reasons to contin- habitats for worms and ants. The company ue buying the company’s classic product lines. will also be adding the Early Star line of This drive toward innovation has served infant products and new bath products in its the company well in the past 40 years and Yookidoo line. But above all, International shows itself most recently in some of the lat- Playthings’ plan is to stay true to its founder’s est products that the company has developed philosophy and look to the future. “At the end that deviate slightly from its classic-toy play of the day, International Playthings wants to pattern. International Playthings has launched be the company whose products open up a full line of environmentally friendly prod- new worlds of discovery, learning, and imagucts in its Ecotronics line. The products are ination to little ones,” Varda says.

INDUSTRY FORUM

CORPORATE PHILANTHROPY BENEFITS COMPANIES AS WELL AS NONPROFITS TIF GETS INDUSTRY INVOLVED WITH VIRTUAL TOY DRIVE BY

MARISA RANDALL MEDINA, TOY INDUSTRY FOUNDATION

he current state of the economy has affected all sec- drives require little company resources, involve all staff regardtors of business at for-profit and nonprofit companies less of location, and directly benefit charitable organizations.” alike. As companies struggle financially, the reaction Through the Virtual Do Good Stuff-a-Thon, companies can of some is to pull back charitable support, resulting hold a donation drive online for their employees through which in devastating losses for nonprofit organizations and they can easily log on to raise funds, directly engaging staff by the communities they serve. The Committee Encouraging rallying them around a common industry cause. The process is Corporate Philanthropy (CECP) suggests instead that finding fun, quick, and easy with a drag-and-drop feature, just like an innovative and creative ways to suponline shopping cart, and progress port nonprofits is the answer. To offer a is easily tracked throughout the new and engaging way to give back drive as weekly updates are sent during these tough times, the Toy from the Toy Industry Foundation Industry Foundation (TIF) has introto participating companies. Special duced a new type of giving program— recognition and prizes will also be the Virtual Do Good Stuff-a-Thon. available for those companies that As a continuation of the very sucraise the most funds and have the cessful Do Good Stuff-a-Thon held highest employee participation. this past spring, where toy industry “Virtual drives are such an volunteers physically stuffed toys and inventive way to involve a large other necessities into My Stuff duffel number of supporters for a single Toy industry volunteers work to stuff 5,000 My Stuff bags at the Do Good Stuff-a-Thon in California this past spring. bags for children rescued from abusive cause,” says Jean Butler, TIF execNovember’s Virtual Do Good Stuff-a-Thon will allow toy homes, the Toy Industry Foundation is utive director. “The toy industry’s company employees around the globe to help support the Toy Industry Foundation’s grant to My Stuff Bags. currently inviting companies to take support of our spring Do Good part in a Virtual Do Good Stuff-a-Thon Stuff-a-Thon in California was initiative this fall. Through this virtual drive, employees can overwhelming. With our new virtual component, I am excited to “stuff a duffel” online by sponsoring individual items that go in see how many more companies will be able to get involved.” each My Stuff bag. The funds raised will support TIF’s grant to From enhancing corporate reputation and consumer loyalty to the My Stuff Bags Foundation, which was established as a way building employee teamwork, morale, and leadership skills, the for the toy industry to help improve the lives of children across benefits of corporate philanthropy for toy companies are plenty. the country entering crisis housing with nothing of their own. The Toy Industry Foundation is your foundation. Together, we With company funding low to make charitable contributions, are working to make play possible for all. and staff involvement an important factor for successful corporate philanthropy, now is the perfect time for toy companies to Marisa Randall Medina is Toy Industry Foundation coordinator. explore alternative methods, such as virtual drives, for finan- For more information on how to get employees involved in TIF’s cially supporting charities. Virtual Do Good Stuff-a-Thon, or to register your company’s “Companies should be creative about their giving strategy and team to participate before October 26, contact her at mranembrace a more innovative approach to community partner- dall@toyindustryfoundation.org or (646) 454–5581. Details ships,” says Harold McGraw III, chairman of the CECP as well about the foundation’s work can also be found by visiting as president and CEO of The McGraw-Hill Companies. “Virtual www.toyindustryfoundation.org.

26 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

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THE EUROPEAN REPORT CARD

espite the current global economic situation, several European toy manufacturers are performing well. LEGO is having a terrific year, having made a dramatic comeback from its deep problems dating back to 2004. With strong growth in 2008 and 2009, its global sales this year are likely to be more than $2.5 billion at the current exchange rate to the Danish Kroner. And this growth bodes well for the future given that the company’s current growth appears to be based on factors that are a solid foundation for further growth. In Germany/Austria/Switzerland, LEGO sales are likely to be around $350 million this year. If LEGO’s marketshare in this territory were to be replicated globally it would be the largest toy manufacturer in the world by far. This year LEGO launched a LEGO board game in a few test countries. If this is successful it will be rolled out internationally and will open up a large new category for the company, providing a further spur to growth. All this has been achieved with salespeople having to hold back on order taking, because the production and logistics have, in the past couple of years, been unable to satisfy demand. LEGO manufactures in Denmark, Czech Republic, and Mexico, using only its own factories. It has highly stringent quality standards that it believes it can only meet in its own factories, so LEGO will not contract out production to meet demand. PLAYMOBIL is the main brand of a private company based near Nürnberg. It has a very strong and stable position in the German market, and has enormous growth potential in most international markets. Sales in France this year are expected to

30 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

ANDREW DOBBIE, GAMEPLAN EUROPE

be close to $170 million, but in most other approximately 30 percent of the Italian toy countries it has a small market share. market. Apart from its own brands such as The idea sits deep in the Gormiti, Giochi Preziosi in Italy disminds of the owner and his tributes Playmates, Tomy, management that the play WowWee, Dragonball Z, value of Playmobil products Marvel Super Heroes, Bratz, must be entirely intrinsic to Nikko, Power Rangers, etc. the product. Thus character Giochi Preziosi has sublicenses are out of the quessidiary sales offices in France, tion, because they introGermany, Greece, Spain, the duce an extrinsic element UK, and Czech Republic. As a of consumer appeal. result, it is one of the few Playmobil holds fast to companies that can offer to n rs a rundow ew Dobbie offe dr An es ni pa m this strategy in spite of the distribute throughout an toy co of how Europe g the recession. great success that LEGO Europe for U.S. or are faring durin has had with character Japanese toy manufacturers. licenses. It is a core belief that contributes SIMBA-DICKIE GROUP is a privately to Playmobil having an almost mythic sta- owned toy manufacturer based near tus in the minds of middle-class parents Nürnberg, Germany. It has grown rapidly in who favor Playmobil for their kids. It is a recent years through acquisitions and the product particularly suited to the mindset opening of subsidiary sales offices in other of German parents, most of whom take an countries. The most recent major acquisiinterest in the appropriateness of the toys tion was of the main part of the Smoby for their kids. This is an attitude that would company. Although Smoby had sales of be regarded as obsessive by the average more than $430 million, Simba forecast American or British parent, who is accus- only an additional $102 million incremental tomed to buying what their kids want. sales through the acquisition, because much However, it must be noted that any impli- of the Smoby sales had been “bought” at the cation of mine that it is adults who drive cost of profit. The Simba-Dickie Group the sales of Playmobil is strongly rejected now has sales in excess of $650 million and by the Playmobil management, who say has subsidiary companies in Spain, France, that it is the kids who have driven the and the UK. The company does distribute some third-party brands but these are demand for Playmobil. GIOCHI PREZIOSI, known as GP Toys in becoming a small part of the business comthe U.S., has sales of more than $1.1 billion pared to its own proprietary brands and and has been growing steadily in recent years. licenses such as Disney Princess. SimbaIt is a private company headquartered in Dickie has large marketshare in Germany northern Italy and it dominates the Italian toy and has the resources and the brands to conmarket as a manufacturer, distributor, and tinue to expand primarily through increased retailer of toys. One way or another it controls penetration of other European markets.

RAVENSBURGER is a privately owned German game and puzzle manufacturer founded in the 19th century. It has global sales of more than $400 million. Half of its sales are in Germany and the rest are mostly through its subsidiaries in major European countries and in the U.S. The category of traditional board games has been declining in many markets due to changing social habits such as the rise of game playing online, on mobile phones, and on video game consoles. This trend will certainly continue so Ravensburger will have to learn to battle successfully in the electronic arena if it is to avoid decline. Its position in the German market is secure for the foreseeable future because the brand has iconic status and because there is a

widespread culture in Germany of playing complex strategic board games. After Ravensburger the next level of European toy manufacturers each have sales below $200 million and most of these have little international presence. Two companies that are worth watching are the German manufacturer SCHLEICH, which has grown quickly in recent years, and the UK company VIVID IMAGINATIONS, which has achieved international reach in the past by licensing its proprietary brands or selling through distributors, but which is now building a network of subsidiary sales offices. Some of these European companies, particularly those with strong international brands, are highly desirable acquisition targets for the major

multinational toy companies. However, they have rejected all approaches. In the case of LEGO and Playmobil, the owners have an interest that is far broader than monetary value, encompassing a strategic vision for a socially beneficial role. The non-commercial values that are a key part of their business ethos have paradoxically been a cornerstone of their commercial success, because through them they have generated a highly distinctive public perception that is of great appeal to many parents. As for the other companies mentioned, time will tell how the market will unfold. Andrew Dobbie is managing partner of the UKâ&#x20AC;&#x2122;s Gameplan Europe. For more information visit www.gameplaneurope.com

OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 31

TFE.32.October.qxd:TFE template

9/18/09

FOREMAN BY

NANCY LOMBARDI

9:51 AM

Page 1

BRIDGE GAPS

IN THE

TOY INDUSTRY

almart, Toys “R” Us, Ted Baker, Liz Claiborne, egories include toys, novelties, collectibles, apparel, crafts, stationery, Kate Spade, Juicy Couture, Lucky Brand youth electronics, home décor, accessories, and seasonal products.” Jeans, Toy Island. What do all of these compaForeman says that The Bridge will “be extremely flexible to do nies have in common? They all work with Li & business at any level.” One aspect of the company makes Foreman, Fung Group, the multi-billion dollar global as he described it, “a master rep” where The Bridge will consolisourcing, distribution, and retailing company that has clients in an esti- date similar toy lines for a retailer. mated 100 countries. Although the name Li & “We are setting up a model to work with small Fung is synonymous with China, this global and medium-sized toy companies that may be organization moves at the speed of today’s busigetting squeezed out of some of the larger ness—meaning it operates anywhere at any time. accounts because they have only one or two great At one time the Li & Fung business model products,” he says. “We will consolidate the prowas unique; now it is becoming the norm. As gram for them with a number of like manufacturJay Foreman, former president and a founder ers to make it a one-stop shop for the retailer. of Play Along Toys, assessed his re-entry into Your line will fit into a program. You’ll sell it in the toy business he contemplated how “to to the retailer, but all the paperwork will run change the game a bit,” he says. “But before I through the back-office facilities of The Bridge.” had the chance to change the game, the game The reason for this type of set-up, according to changed itself. This incredible economic Foreman, is that retailers have not been shy about tsunami swept over the world.” their need to do more business with less vendors. The Bridge is a global sourcing and supply Once that happened everyone started to He offers this option as a solution to both retailchain management company that provides rethink how to operate their business more ers and manufacturers. “Rather than going to 12 strategic “back office” support and resources to licensors, manufacturers, efficiently. At that point, Foreman says he different companies to see 30 products the retailretailers, and distributors. started to devise his next move and “I looked er can come to The Bridge for those products,” at one of the most successful companies in the consumer products says Foreman. The Bridge is currently working with Wham-O and is industries, which is Li & Fung. It’s a great business model,” he also talking to retailers, licensors, and manufacturers of all sizes. says. Foreman says he is looking to operate a similar system with The next part, Foreman says, will be to create private label lines his recently announced new venture, The Bridge Direct, Inc. The or craft a direct-to-retail program between a licensor and retailer. Bridge is a global sourcing and supply chain management compaForeman may have gotten his start in the amusement industry, ny that provides strategic “back office” support and resources to but his knowledge is now deeply rooted in the toy industry. While licensors, manufacturers, retailers, and distributors. he is looking for continued success in toys, he is also looking for The Bridge is a wholly owned subsidiary of Acorn Management, the next opportunity beyond toys and thinks he has found it by which is owned by Oaktree Capital Management. Foreman is a partner tackling the apparel and accessories industries. in Acorn, which is a private fund created to invest and acquire interests “The apparel business is huge compared to the toy industry,” he and assets in children’s-related consumer products companies. says. “I would like to be on that side of the business whether it’s Foreman, whose non-compete clause with Jakks Pacific expired in through an acquisition or building a sourcing business around it.” June, recently opened The Bridge’s Hong Kong office and showroom. The toy industry is undergoing numerous changes because of conAccording to the company’s announcement, “The Bridge’s services tinued globalization, technology changing consumer behavior, shifting include product development, manufacturing, line planning and man- habits at retail, and the blurring lines between industries. As business agement, branding, sourcing, quality control, and supply chain manage- continues to shift, also in part due to recession, those who are looking ment, as well as financial, administrative, and sales support. Product cat- to “change the game” will build a bridge to future opportunities.

32 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

A LOOK

DISNEY’S MARVEL ACQUISITION

NANCY LOMBARDI

n late August, Disney announced its acquisition of Marvel

was in effect just a few years ago with a Spidey & Friends line from

Marvel properties and will work directly with Disney’s global

has the potential to grow.

Entertainment for approximately $4 billion in a cash and stock transaction. Ike Perlmutter, Marvel’s CEO, will oversee the

lines of business to build and further integrate Marvel’s properties,

according to a statement made by Disney regarding the acquisition.

Since the announcement was made, there has been rampant specu-

lation on the internet as to Marvel’s future within Disney. Fans worry

Toy Biz, a company once owned by Perlmutter along with Avi Arad. Certainly with Disney’s expertise in the juvenile market the concept

There have been additional stories about Disney purchasing copyright

headaches as the heirs to the creators of Marvel’s characters launch law-

suits against Disney/Marvel and other studios over ownership. Disney said in a published statement that ran in The New York Times, “that the

that Marvel’s 5,000-plus characters will become “Disney-ized”—

notices involved claims that were fully considered in the acquisition.”

will allow Marvel to continue to do what it does best or Disney will

Entertainment. Although the announcement was made about a week

meaning they’ll lose their unique edge and personalities in favor of

Disney’s family fare with broad appeal. One can assume that Disney risk damaging its investment.

However, one can also assume that there’s an opportunity for

Marvel’s characters to be transformed into younger, softer versions

targeting the infant/preschool market guaranteeing that a new fan base is created with each new generation. This approach is not new and

34 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

In another recent announcement, Time Warner said that it’s folding

its DC Comics unit into its movie studio and renaming it DC

after the Disney/Marvel deal, Time Warner says its restructuring initiative was a year in the making and not related to the Disney deal.

Disney declined to comment on the Marvel acquisition—and what

it means for the toy industry, especially Marvel’s licensees—because the deal had not yet closed as of press time.

A N I NDUSTRY IN T RANSITION : L EADING E XECUTIVES B R ESPOND TO C HANGING T IMES C

he economy is in flux, consumers are cautious, new media may, or may not, be changing marketing, and no one knows what’s next. Sounds like a pretty traditional year in the toy industry, where the only constant is change. As the industry prepares for 2010, we wanted to hear what some leading executives are thinking about the current and future marketplace. Here, presented in alphabetical order, are the responses.

STEPHEN BERMAN PRESIDENT AND CO-CEO, JAKKS PACIFIC Jakks’ product line was poised for the tough economy this year with low price points and a robust lineup at checkout. This includes the novelty line from our CDI division that will be adding many new licenses for 2010, including Hello Kitty, Marvel, and Phineas & Ferb, among others. 2010 will see our partnership with Disney grow deeper. Jakks is the go-to partner for many of Disney’s upcoming initiatives and major properties. For example, Toy Story will be a big Disney initiative next year and you will see the brand represented throughout Jakks in many different product categories including CDI roleplay and novelties, Disguise Halloween costumes, Kids 36 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

HRISTOPHER

Only preschool products, and Jakks Interactive electronics products. We will be launching Disney Fairies dolls in spring 2010. We have infused the line with simple innovation to make it more authentic to the story line and it will be the first time that you will see light-up mini dolls in the toy aisle. Plus, all items in the line are under $25. For our own brands, Girl Gourmet, EyeClops, GX Racers, TV Games, Spa Factory, Style Six, and Lucky Bee Bee have been catalysts for new areas of growth, not just for the company, but for the toy aisle. For example, we expanded shelf space for the food play category with the Girl Gourmet line. We stay true to our strategy of taking traditional toy items and integrating innovative technology that brings new life to classic play patterns.

VIC BERTRAND CHIEF INNOVATION OFFICER, MEGA BRANDS The opportunities in this type of environment come from delivering value and innovation. In these times, consumers gravitate toward trusted brands such as Mega Bloks, which is celebrating its 25th anniversary in 2010. Meanwhile, the current and proposed changes at mass retailers will ultimately result in more efficient and productive toy depart-

YRNE

ments. Toys overall have not been a growth category over the past few years and these changes at retail may simply reflect the current dynamic of the toy industry. These mass retailers have enormous foot traffic and as long as your categories and brands continue to be well-positioned, there is an upside in having more concentrated offerings. We’re very excited about our 2010 product line. In preschool, our core business will benefit from a number of new introductions such as Dora the Explorer and Thomas & Friends. In the boys’ category, we are expanding the Halo collection and are very excited about our Iron Man 2 lineup. Based on the success of our Battle Strikers launch this year, next year we’re set to reinvent battling tops again by creating new ways for kids to play. Our Streetz line continues to have strong momentum and will be expanded with added collectibility and enhanced features. We will also have a major global relaunch of a $400 million brand, which will be unveiled in Dallas.

RON CANTOR SALES DIRECTOR, VIVID IMAGINATIONS, U.S. Clearly the retail landscape has changed a great deal over the past several years, and there are far fewer major retailers than there were in the past. At the

same time, many major retailers have reduced their assortments and focused more on the major licenses/brands/key promotional products that they feel will generate the largest percentage of their sales. With this in mind, we feel the greatest opportunities come from continually developing innovative toys, in many cases aligning ourselves with the major licenses in the marketplace, to promote our products heavily on TV, in print, and with social media, and to continually build brand equity in our own brands. Vivid is entering the U.S. market for two very simple reasons: right product, right time. The AniMagic plush brand has performed exceptionally well in Europe and Australia, and therefore is a proven proposition for us. We are confident that our AniMagic pony, puppies, and kittens will be just as loved by girls in the U.S. as they are in Europe and Australia. Vivid is the No. 1 toy company in the UK, and we are now developing toy ranges that we believe will have global appeal. AniMagic is the first of these rollouts in the U.S, but Vivid has already been very successful for many years in Europe and Australia, so this is a logical extension for us. Our view is that one-market toy companies cannot survive in the future as product development and marketing investments need a global platform in order to deliver profit and lower risk levels. We’re confident that our product line will sell as well for our U.S. retail partners as it already does for major retailers throughout the rest of the world. 38 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

JACOBE CHRISMAN FOUNDER AND CEO, I CAN DO THAT! GAMES More than ever, consumers are looking for value. They want their dollars to go farther and they want playthings that last longer. Our games are perfectly positioned for the current economic environment. They’re innovative and fun and they offer incredible replay value. Yet every game we’re launching this year is affordably priced at $16.99. If there’s one thing I feel we do better than just about anybody else, it is to listen. We are always listening, whether during play tests for our games, focus groups with parents, retail meetings, or sometimes even while standing in the game aisle at Target asking a mom why she chose the game she has in her shopping cart over another. Kids today have a wide variety of playthings, and many of those are electronic or require screen time. I think perhaps in our digital age, the social nature of games becomes all the more appealing—both to kids and parents. Games pull kids away from the screen to interact in the real world with friends and family. Kids will always enjoy the engagement with others that games afford, along with the opportunity to be silly, to show off a skill, to be creative, and to take on a challenge. With respect to changes in merchandising, we’ve been incredibly lucky that our games consistently sell well and have not been part of any SKU reductions. To

ensure that we remain a relevant addition with our mass retail partners, we always look for ways to collaborate on innovative in-store promotional opportunities. KEVIN CURRAN SENIOR VICE-PRESIDENT, GENERAL MANAGER, FISHER-PRICE BRANDS Parents of infants and toddlers are always looking for a good value. For our customer, value is what’s good for the kids in their lives. The opportunity for older kids is a wish-list focus. If your child has asked for three or four products, you’re going to focus on that wish list. What parent or gift giver would even want to take the risk that they’re not going to delight a child? As a result, we’re doing more kiddirected TV and, even in these times, our budgets and gross-rating points (measuring the size of an audience reached by a commercial) are higher. Social media and bloggers are an emerging influence on toy purchases, and a small complement to our existing programs. However, I don’t think we’re going to see a major redirection of our marketing effort. That said, the internet is important, and people are looking for information online. At Fisher-Price.com we’re getting millions of hits. We post visitors’ reviews whether good, bad, or indifferent. I think one of the biggest trends that we’re seeing lately is the emergence of online reviews and their impact on pur-

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chasing decisions. It simply means, you had better make some great products. With respect to retail, we are seeing changes, but the industry thought the sky was falling as one retailer after another shut their doors globally. Historically, toy sales have shifted among retailers. Interestingly, over the past 30 years, according to NPD, toy sales grew one to two percent—essentially flat over 30 years. The infant, preschool, plush category, however, tells a different story. In 1978, this was 12 percent of the total toy industry. In 2009, it’s 22 percent. Our business, in particular, has been robust and success is about having the right categories, offering good-for-you toys, and getting on that wish list. JULIA FITZGERALD CHIEF MARKETING OFFICER TOYS & SEASONAL, SEARS HOLDING COMPANY From our perspective, the industry is in a good spot. There are more children being born, so there’s no lack of consumers. We have new opportunities to reach kids with toys—online and through the Sears stores. And, fortunately, even when times are tough, parents want to support their kids, making sure they have happy childhoods and good Christmases. Despite the conventional wisdom, we’ve seen that toys are not recession proof. Moms want to buy toys without breaking the bank. They’re looking to pair great toys with their desire to be a 40 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

“frugalista,” and they’ve responded very well to things like the Kmart layaway plan. She wants to deliver great things to her family in a budget-savvy way, and that’s why she is turning to Kmart. We aggressively use our websites for customers to talk to us, and moms were asking us why they couldn’t buy toys at Sears. So we’re simply responding to customer demand. We wanted to create a hybrid of the specialty toyshop where you get a great experience but find the hot brands. We’ve added kiosks so mom can shop online and have things delivered free, marrying the best of the old world toyshop and the new world of technology. The experience that mom will find is more of a “corral” so a child can be let loose and experience the toy store, yet mom can figure out what she wants to do in that area. It’s important for us to deliver something different or else we won’t be relevant. On the Kmart side, we want to be the neighborhood toy store, where there are events and kids who live in a community feel like this is their place to play. While some retailers optimize efficiency, kids don’t dig that, so we’ve gone the other way. And we’ve done that on large and small scales—all of it designed to keep kids and parents coming back. JOHN FRASCOTTI GLOBAL CHIEF MARKETING OFFICER, HASBRO, INC. Hasbro remains focused on re-imagining, re-inventing, and re-igniting what

we believe to be the industry’s richest and most versatile portfolio of brands. Today, Hasbro is a branded play company that delivers immersive entertainment experiences across a broad spectrum of platforms, from traditional toys and games to motion pictures, video games, television programs, and many categories of licensed products. Many of our brands have had strong emotional resonance with consumers for several decades. We keep our brands culturally relevant and fresh by continually re-imagining them, but always staying true to their brand essence. You can’t let brands stand still for any period of time. Transformers is just one example of how we’ve reinvented and re-ignited a classic brand and delivered it to consumers through immersive entertainment experiences across various media. We have great working relationships with Hollywood studios and top-level talent, with whom we work to develop feature films based on our brands. This past summer, Transformers: Revenge of the Fallen and G.I. JOE: The Rise of Cobra combined to perform well in excess of $1 billion at the global box office. Building on these successes, we are working closely with Universal Studios on a multi-picture deal centered on brands such as Battleship, Stretch Armstrong, Monopoly, and Candy Land. The joint venture announced earlier this year with Discovery Communications represents another important piece of the puzzle in how we reach our consumers. Television and the internet are powerful

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media for kids of all ages, and we will utilize this media to enable consumers to experience our brands in new ways. We also are expanding on the success we are enjoying in the digital arena with Electronic Arts—where brands such as Littlest Pet Shop, Scrabble, Nerf, and Monopoly have been embraced by consumers on a variety of digital platforms. We know people around the world have very strong connections to our brands, and we take our responsibility to the consumer very seriously. Our teams pay careful attention to consumer trends and insights, and we understand that diverse age groups may want to experience the same brand in very different ways. We will continue to execute against our strategy of re-imagining, reinventing, and re-igniting our brands so we can remain culturally relevant and provide diverse audiences with the type of immersive entertainment experiences they have come to expect from Hasbro. DANIEL GROSSMAN CHAIRMAN OF THE BOARD, TOY INDUSTRY FOUNDATION AND CEO, WILD PLANET ENTERTAINMENT For many, the decision to work in the toy industry is strongly influenced by one’s commitment to children. While we express that commitment largely through the development of great products, most of us seek to do more—especially for kids with the greatest need. We see giving back as a responsibility as well as an honor and opportunity to make a difference in the lives of chil42 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

dren. The Toy Industry Foundation increases the impact of corporate giving by combining financial and product donations from a multitude of companies. This enables large-scale contributions to a variety of groups that serve kids facing issues from illness and abuse to abandonment and neglect. Please see page 26 for more information on how to contribute. CHRIS HEATHERLY GENERAL MANAGER, VICE-PRESIDENT, TOYS, DISNEY CONSUMER PRODUCTS For the immediate future, retailers are telling us that they’re going to focus on the top four properties in every category. Disney is really wellpositioned for that strategy. Disney Princess and Cars are both megafranchises, not only in toys, but they are some of the biggest licensed properties overall. From an industry perspective, the theme is great brands and value. You see that at work especially with LEGO, which has done probably the best of all the toy companies in the recession. There is a lot for the rest of the toy industry to learn from them. They appeal to a broad audience and also really focus on dad, who has been virtually forgotten by the toy industry. The toy industry today is sometimes overly focused on young kids and only wants to talk to mom, but if you look at a lot of the big successes of the year they are

all about bringing back an older audience to toys. The irony is that a lot of retailers do not understand this yet, and they are telling us that they are focusing only on kids younger than age 5. In addition, the marketing environment is entirely different. Every form of media is now in competition with every other form. Marketers can go directly to their audience, but you have to be careful, because not all online vehicles are equally effective. We attended the BlogHer conference this year, and despite talking to more than 1,000 mommy bloggers, we didn’t get nearly as much coverage as we did from our private event for professional media and analysts in New York. That said, we are definitely trying a lot of new things. We’ve launched Disney Living, our own YouTube Channel. It’s located at www.youtube.com/disneyliving. We use it as a vehicle to offer Toy Story fans a YouTube video series with John Lasseter talking about the design of the Toy Story Collection. We had more than 40,000 views within the first few weeks. We are going to have a great year with all of our properties but especially with Toy Story, Disney Princess, Disney Fairies, Cars, Handy Manny, and, in fall 2010, Tron. CHIP LANGE, GENERAL MANAGER, SENIOR VICE-PRESIDENT, ELECTRONIC ARTS’ HASBRO DIVISION We’ve been creating games with Hasbro for a couple of years, and what we’re doing

is revolutionary for both industries. We believe that there is a huge opportunity to bring friends and families together with digital entertainment. This reflects what Hasbro has done all along. A multi-generational game of Monopoly has migrated from the dining room table to the TV. What other people have tried to do is take the thing that comes in a cardboard box and put it on TV. We try to bring these games to life on TV in new ways but in ways that allow the original game and the electronic versions to live side-by-side. After creating great games, the next challenge is getting on the Christmas list. We’ve had to redesign a lot of our ways of doing business to be on shelf before Thanksgiving weekend. We’ve also put a lot of effort into making our products “giftable.” For example, we added a pink cover to a Littlest Pet Shop Game and a Nerf Blaster to a Nerf game. That speaks to the relationship between EA and Hasbro; there’s no way either of the companies could have done these products alone. Each is really bringing things to the table the other doesn’t have. We’re trying to figure out ways with things like Monopoly and other games that take the things that are great about board games and put them into our products. The rules really changed when mom started buying the video game systems. It’s a very different dynamic when mom brings something into the home versus when a 14 year old does, and that’s changed the role of video games within the family. 44 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

ERIC LEVIN PRESIDENT, TECHNO SOURCE At Techno Source, we have always had “value” in our mission statement. The great thing about value versus price is that it is relative and malleable. What was a great value last year, may seem overpriced today. Thus, the opportunity is always to try to balance innovation with pricing and consumer sentiment. If a company can get that balance right, there will be consumer demand in any environment. Today, we recognize that consumers are stretched thin and that they are trying to make less money go as far as possible, so we have shifted our offerings more from freshand-new to tried-and-true for 2010. As a company, we have always looked for ways to take classic play patterns, and even classic well-known items, and make them more engaging by adding technology. The challenge is adding real value. Just adding lights, batteries, and sounds doesn’t make for a better toy or game. Complicating matters, we have to be careful to trade off additional costs to additional play value. The value equation has to get better, not worse, when we add technology. For several years, our market research has been telling us that kids want more innovation and more technology when it comes to play time. However, we also know that this is potentially a riskier purchase for consumers. Despite this, over the past several years consumers were hungry for

innovative items and were less pricesensitive than we had seen in a long time. As the economy weakened, and disposable incomes waned, we saw a big swing in buying habits. The lowerrisk items really held their own, while the newer, more innovative items really slowed down. As a market-driven company, we adjusted our product development plan to better meet the needs of this consumer. PETER MAGALHAES VICE-PRESIDENT, BUSINESS DEVELOPMENT, TOYQUEST In today’s toy market, the opportunities remain the same; there really isn’t a paradigm shift taking place. What’s changed is that retailers (and really, the consumers) are demanding a higher standard of the same essential ingredients that inspire every toy consumer product initiative—a strong price/value proposition, innovation, and leading brands. Retailers will reward suppliers that are exceeding expectations in quality, innovation, margin, and sell-through. Modular contractions should only penalize initiatives that aren’t delivering those important fundamentals. In this environment, companies that can articulate a compelling backstory coupled with a results-driven escalating business plan will grow. Executing the back-story and escalation elements takes tremendous creativity and trend analysis, which retailers respect. Enterprising CMOs know every marketing touch point needs to be lever-

aged in a multimedia world, but the message must be consistent and sparkle. Therefore, if companies are planning a multi-platform awareness campaign inclusive of Twitter, mommy blogs, TV, email blasts, etc., to generate critical mass, they run the risk of diluting the chic quality of “new and fresh.” A product’s classification and brand equity will influence the appropriate marketing tactic. We took a more topical approach, implementing “Destination Backyard, Funtown USA” a marketing theme for Banzai’s spring 2010 seasonal program that connects applicable product with a family’s desire to scale back and vacation at home. In 2010, we are debuting a FisherPrice wheeled goods line of trikes, bikes, and scooters for spring and fall distribution. Working with the team at Fisher-Price we generated first-class product with numerous innovative “grow-with-me” features for young children. For spring, our Toy Story 3 program centerpiece is a Buzz Lightyear rocket ship water sprinkler with flight-like functionality. MIKE PERRY PRESIDENT AND CEO, CRAYOLA Right now, it’s crazy out there with the economy, though some of it is factual and some of it is conjecture. Yet everybody is making some tough choices with their budgets. When it comes to the education and development of their kids, 46 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

however, parents won’t compromise. If you think about the products that Crayola is making, we are offering products that kids find fun and that parents know is delivering something greater. Right now, we’re seeing a larger redefinition of what value means in this economy, and when moms and kids think something good is happening for their kids, that’s value. In this market, you also have to deliver quality. You’ve got to get that right or you’re not remotely in the game. Some of the private label crayons, for example, don’t lay down enough color, so it’s not a rewarding experience for the child. For decades Crayola just made crayons, pencils, and markers. Now we have instituted a process we go through to assess consumer needs and develop platforms that fit our brand and who we want to be. We have become pretty proficient at mashing up technology—a process we call “chemi-mechi-tronic”—a mixture of chemistry and mechanical engineering. Chemistry has always been front and center in the development process. We’ve added mechanical and electrical engineering. A lot of the new products are showcasing this new mash-up. We’re a group of people on a mission. Our team really believes that what we’re doing matters, and that’s so cool to be a part of. We’re developing creative stuff and fostering cognitive wellbeing, and that’s the lifeblood not just of product but of childhood.

JIM PRESSMAN PRESIDENT, PRESSMAN TOYS Especially in the current economy, retailers have been attracted to the low price point of many of our games. They appreciate that our products enable them to offer affordable options for families. The traditional board game has always been a part of family entertainment because of its replay value and affordability. The major difference is that traditional games give players a more social experience than electronic games. Electronic games are frequently player vs. the game system where traditional games are designed for two and more players and cultivate interaction between people. Another key aspect of traditional board games is that game players can customize the rules of a favorite board game. There are about as many different rules to Monopoly as there are families who own the game. Electronic games do not allow for that kind of creativity and flexibility. One major change we have noticed over the past few years is broadening of the age range of game enthusiasts. Younger members of the family, kids as young as 6 and 7, are being encouraged to join family game night. Traditional games that can span a wide age range of players so siblings and parents can all play together are popular. And finally, the cost of traditional board games is still affordable for all families. This year, Pressman is stepping into the specialty market. Our new Chimp

and Zee line was created with the specialty market in mind. The games combine attractive packaging and wonderful textures, shapes, and materials that specialty retailers are really excited about. We have also had great success with other niche markets such as those that focus on the teen and young adult audiences, such as Urban Outfitters, for our The Office and Seinfeld Trivia Games. ANTON RABIE PRESIDENT AND CO-CEO, SPIN MASTER Right now, we’re seeing something terrific for all of us. The past 12 months the economy has been tough, but the one thing we’re learning is that the consumer thirsts for new design and new product and that hasn’t been affected. When you take a look at introductions such as Liv, Paperoni, or Flick Trix, we see that though the economy is down, the response to freshness is actually heightened. The consumers’ desire is heightened, as is their ability to communicate through social media and other outlets, and it’s creating an environment where great product can break through in a good way. While we all know product is king, this environment reminds us how important it is. We’re feeling only a small impact from the changes at retail because we’re focused on the end consumer. When you’re really driving the consumer with your messages, and they want the product, they’ll find it. We’ve upped our mar48 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

keting considerably, particularly for the launch of Liv. We decided to go in this direction three years ago when we decided we wanted to build equities and knowledge in different categories, and, over the longer term, succeed in the girls’ category, which generates 50 percent of the sales of the industry. Moving into 2010, our goal is to stay flexible and be able to respond as a company to a dynamic marketplace. We’re constantly resetting our strategies. Gone are the days when a company would set a three- or five-year plan and march toward that. With the market changing so dramatically all the time, constant resetting is imperative. We also believe in huddling as an executive team and empowering our employees—many of the tactics that served us well when we started out are now still important even though we have 800 people today. All of these strategies have been reflected in our business and our growth, and we intend to keep growing. MARK SCHAFFNER EXECUTIVE VICE-PRESIDENT, TOYS, BANDAI AMERICA Though I’m a newcomer to the toy business, the basic ingredients for success (in terms of product) remain constant regardless of the industry; innovation, design, and technology. As we continue to look at new ways to enhance the play value with our target audience, the key oppor-

tunity for us is to expand our selection via new categories/product development. The basic strategy targets our “value proposition” at the point of sale. Differentiation, price, play value, and packaging all become part of the equation to drive sales and provide the best consumer experience. We are excited about the success of Harumika, our new fashion activity line that has provided us with much to talk about in 2009. With regard to changes in merchandising structures, as we will have to do more with less, category management will be the driving force in the pursuit of expanded floor space. Earning your shelf position will become a critical success factor for many in the industry. Most organizations review channel distribution in terms of strategic planning, however, we prefer to speak to customer-centric selling to enhance our position with our trade partners. For marketing, we have three watchwords: reach, reach, reach. We truly believe in a 360-degree model in which all points of marketing get the consumer back into the store. Going into 2010 it’s my observation that the industry is craving the next big toy. As mentioned earlier, it will come from innovation, design, and technology. Simplicity is best, but the fact remains certain categories are doing extremely well during these troubled economic times mainly because of the play value, value proposition, and evergreen position. We do see areas of extreme opportunity, which include fashion and kitchen activity.

2010 T OY P REVIEW

COMPILED

BY LAURIE LEAHEY AND

PAUL NARULA

From October 6–9, toy manufacturers and retailers will return to Dallas, Texas, for the Toy Industry Association’s annual Fall Toy Preview. The show, which is a precursor to February’s Toy Fair, gives attendees a look at the hottest toys for 2010. The following pages give a taste of some of the toys that will be exhibited inside the Dallas Market Center.

Alex

New toys from Alex include Baby Builder, a baby’s first construction set. Snap, pop, twist, and pull the 26 pieces. There are eight shapes in six bright colors. The set is for ages 6 months and up. My Daily News is a full-size “crinkly” newspaper. Kids can read about “famous” people in the news, sports highlights, and fashion trends and can even add a photo. They can cut out My Daily News coupons just like mom and dad and get traffic and weather updates. My Daily News is for ages 18 months and up.

Elope

Elope recently acquired the Disney license and will roll out Disney-branded product later this year and into 2010. Its Tinkerbell Felt Wig is a lightweight, durable wig with the distinctive Tinkerbell updo. There is a soft green ribbon with a decorative Tinkerbell image. The wig is for ages 5 and up.

50 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

LEGO

The concept behind LGS, a new line of LEGO games, is build, play, and change. Next year, 10 new games will debut in the U.S. The objective behind Lava Dragon is to climb to the top of the volcano, while avoiding the lava, and summon the dragon. Kids must build the volcano according to the Monster 4 instructions and a roll of the dice. Throughout gameplay, they can change the rules by adding the “lava” tile and using the “lava” sword to push opponents off the mountain and back to the beginning. The game is for two to four players ages 7 and up. In Monster 4, kids build a graveyard according to the instructions, then build the dice. The object of the game is to get four monsters in a row without falling into the path of the giant spider. Players can change the sides of the dice to add new blocking rules and spider-dodging moves. Monster 4 is for two to four players ages 7 and up. Using special building instructions, kids build the dice and the game to play Pirate Code. Then each player chooses a code and hides it in their treasure chest. Collect and rearrange gems while guessing in turn until someone cracks a code. The game can be changed by adding the white tile to bring out the skeleton, or players can use the brown tiles to make it a two-player game. Pirate Code is for two to four players ages 8 and up. In Minotaurus, be the first to lead your heroes to the temple, avoiding the Minotaur. First, players build the maze and dice. Players must then get one or all of their knights to the center of the maze, blocking opponents as they travel through the maze or sending them home using the Minotaur. Change the number of spaces the Minotaur can move, the layout of the maze, and more to create different gameplay every time. The game is for two to four players ages 7 and up.

2010 T OY P REVIEW Playhut

Playhutâ&#x20AC;&#x2122;s X9 Rocket play structure is comprised of a large shuttle-shaped play hut and two 20-inch tunnels. The X9 Rocket features multiple tunnel ports for crawl-through fun and structure expansion. EZ Twist technology allows for an instant set-up and quick fold-down for convenient storage. The X9 Rocket is for ages 3 and up.

Uncle Milton

Uncle Miltonâ&#x20AC;&#x2122;s Star Wars Science Mini Lightsaber Tech Lab shows the science behind lightsaber technology. Kids choose from four different-colored crystals and customize their own 8.25-inch version of the lightsaber used by Anakin Skywalker. The 12-piece kit is for ages 6 and up.

Star Wars Science Mini Lightsaber Tech Lab

52 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

2010 T OY P REVIEW A Squared Entertainment

Newly formed children’s media company A Squared Entertainment introduces a new slate of brands for kids. The company has teamed up with AOL to debut its line of entertainment for children. The Secret Millionaire’s Club features an animated Warren Buffet, who will teach children about finance. GiGi & The Green Team features an animated Gisele Bundchen, who lives a double life as a supermodel and an environmental superhero. Little Martha (working title) features a 10-year-old animated Martha Stewart, teaching children about cooking, crafting, and gardening. Kosmos features an animated Carl Sagan and combines science and adventure. Secret Millionaire’s Club and GiGi & The Green Team will debut in Q1 2010. Little Martha and Kosmos will launch in Q2 2010.

54 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Scholastic

Scholastic Media has teamed up with Briarpatch for new products based on the I Spy and WordGirl properties. Upcoming I Spy products include the I Spy Quest Adventure Hunt Game, I Spy Card Games, I Spy 100-piece children’s puzzles, I Spy Little Wheel & Animals starter puzzles, and I Spy Grab N Go Games. For WordGirl, Briarpatch will create a number of new games, including Word Up, Grab N Go Spelly Delly Games, and the Precocious Card Game. The company will also make a 100-piece jigsaw puzzle based on the brand.

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2010 T OY P REVIEW MGA Entertainment MGA Entertainment, Inc., introduces Moxie Girlz Moxie Girlz, a new doll line with the brand Artitude Sophina motto of “Be True! Be You!” The Moxie Girlz line inspires creativity through four characters: Lexa, Avery, Sasha, and Sophina. Girls can interact with these characters through three main themes: Artitude, an artbased theme; Magic Hair, a hair styling-based theme; and Jammaz, a music-based theme. Each Moxie Girlz Artitude Doll includes a funky second outfit, fashion accessories, a bike, and two markers for personalizing the doll. The Artitude Fashion Design Kit includes stylish fashions that girls can draw on to create one-of-a-kind looks.

56 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Change the look of the Moxie Girlz Magic Hair Dolls using the twisting style tool, hair brush, cream colors, glitter mascara, and accessories. The interchangeable style head features two different base colors and styles— curly and straight. The Moxie Girlz Jammaz Dolls come with a guitar and colorful wig. The Jammaz Sleepover Kit includes a Moxie Girlz sleeping bag, Silly Star eyewear, a tiara, a colorful wig, a carry-along tote, and a play microphone. The Jammaz Guitar really plays music and gives girls three ways to play: push the frets, strum the strings, or move the whammy bar. All Moxie Girlz products are for ages 6 and up.

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2010 T OY P REVIEW Playmates Toys

The second wave of Playmates’ Star Trek action and roleplay items includes a variety of 3.75-inch, sixinch, and 12-inch action figures featuring characters from the movie such as Captain Kirk, General Ayel, Spock, and Uhura. The new Starfleet Utility Belt roleplay item includes a Starfleet phaser and communicator, which interact with the Utility Belt when waved or moved Captain Kirk in front of the belt. Kids will then action figure hear commands and must use the phaser and communicator to complete missions. There are eight interactive missions with multiple endings for repeat play. There are also multiple challenges and obstacles within each mission.

Street Surfing

Street Surfing introduces the Whiplash. Kids can ride the Whiplash like a scooter and carve and drift like The Wave (caster board). Centered around The Wave’s unique caster design and torsion technology, Whiplash’s flexing deck and handlebar fuse together to provide riders with a side to side, whip-like ride. The Whiplash provides enough momentum to selfpropel, so that riders’ feet never need to touch the ground. Whiplash’s extra wide skate-inspired deck, available in black with red grip tape, is made of a webbed design, carbon-reinforced composite material that is supported by an extra long lightweight handlebar. The folding handle provides for easy travel and storage. 58 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Fashion Angels Enterprises Fashion Angels Enterprises recently added its spin on the collectible puzzle eraser trend with its Crazerasers line. Series 2 will hit store shelves this month and will include purse-, shoe-, and makeup-themed erasers for girls. For boys there will be monsters and a toilet plunger eraser. A new series of Crazerasers will come out every three months, adding to the collectibility aspect of the line. In 2010, Fashion Angels will add several half-size versions of its Fashion Design Sketch Portfolios, with a focus on sketching a particular theme. Themes will include a Flower Power Sketch Portfolio and a Glitz and Glam Sketch Portfolio. All the portfolios have stencils and easy-to-follow tips and tricks for shading techniques. Fashion Angels will continue to add more kits to its Project Runwaybranded line. The Project Runway Light Box Fashion Design Set (shown) features a mini light box to trace clothing outlines onto sketch pads. Using the included deluxe design guide, girls can learn tips on how to add color and embellishments to their sketches.

Vivid Imaginations

UK toy company Vivid Imaginations makes its U.S. debut with its line of AniMagic Pets. The five interactive animals hit retail shelves this fall, with a full roll-out slated for 2010. The pets are lap-sized, super soft, and respond when kids pet them through realistic sounds and motions. The five pets being introduced include Honey My Baby Pony, Peanut My Playful Puppy, Sandy My Playful Kitty, and Snowflake My Cute Kitty. Honey My Baby Pony

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2010 T OY P REVIEW Jakks Pacific Jakks Pacific’s Disney Fairies doll line continues to chase pieces throughout the line. The Lucky Bee Bee feature items that are authentic to the movie storylines. Honeycomb Display lets girls organize and show off New items include 4.5-inch Magic Glow Fairies, which their collections. Charms fit perfectly in modular honeycomb pieces that stack together in formations. The set have light-up molded wings. Each doll features three modes: includes five honeycombs, a deluxe charm, and a basic fluttering light, rainbow effects lights, and color glow lights. charm. The Lucky Bee Bee line is for ages 6 and up. The dolls also contain a Pixie Pass to use as currency online at Two new TV Games will debut next year. TV Games Motion pixiehollow.com. The Balloon Playset with 4.5-inch Terence Triple Header Sports lets kids bowl, golf, and play tennis. This doll is based on Tinker Bell’s cotton puff in the movie. The balthree-game set is featured in one motion controller with all of the loon unlocks to reveal an adventure playset with accessory accessories included. TV Games Motion Toy Story will be out in pieces. The included Terence doll has five points of artictime for the Toy Story 3 movie release in June. Both products are ulation. The products are for ages 4 and up. for ages 5 and up. New Hello Kitty toys include international-themed Hello UFC Deluxe Figures feature 29 points of articulation to Kitty Beans. Perfect for Hello Kitty fans and beanie collec- Magic Glow Fairy recreate the most realistic and dramatic Mixed Martial Arts tors, the six-inch Hello Kitty Beans feature India, Japan, Russia, and the U.S. Hello Kitty World House Playsets let fans build moves. Tito Ortiz, Randy Couture, Mauricio Rua, Quinton Jackson, their own Hello Kitty world. Themes include dentist office, travel Georges St. Pierre, Lyoto Machida, and more will debut in the spring. agency, and tanning salon. Each playset comes with a mini figure and The figures are for ages 8 and up. The Bella Sara Magical Horse & Winged Magical Horse collecaccessories. Hello Kitty toys are for ages 6 and up. New in Jakks’ GX line are the GX Racers Multi-Pack tion bring the world of the trading card game to life. Girls can collect Assortment. This line of 1:64-scale extreme vehicles features horses and Pegasus characters with this new assortment. The fiveinterchangeable gyros that race up to 600 scale MPH. The GX inch figures come with wings or without. They are for ages 4 and up. The Club Penguin online world is a snow-covered virtual island Multi-Pack Assortment comes with two speed gyros, two cars, two rip cords, and two track engines that can be used to make the where kids can play games and interact. Each Club Penguin product cars compatible with other track sets. Licensed vehicles and new includes a one-of-a-kind collectible coin with a code to unlock items décors will be available in the spring. The skateboards in the GX on clubpenguin.com. The Two-Inch Figure with Vehicles assortment Skaters Assortment come with a skater figure so kids can create includes a Space Ship with Space Alien figure and a Snow Trekker with Gary the Gadget Guy figure. Club Penguin 6.5-inch new tricks, including hand stands, finger spins, Bella Sara Plush features six unique characters and one chase funky monkeys, and wild riders. GX products Magical Horse character. The soft plush assortment brings Club are for ages 5 and up. Penguin characters to life with distinctive and detailed Building on the make-your-own-jewelry trend, Jakks outfits. Club Penguin products are for ages 5 and up. introduces the Lucky Bee Bee Honeycomb Display. From Jakks’ Creative Designs International (CDI) divithe signature style character charms to the deluxe charms sion will produce a variety of licensed novelty toys. For with special surprises, girls can customize their own Hello Kitty, there will be light-up fans, projectors, and jewelry collection. This collection includes spinners, all for ages 4 and up. For Phineas & Ferb, CDI will bracelets, necklaces, and even clip-ons inspired by produce backpack clips, mini skateboards, sticky hands, fashion boutiques around the world. There are more than 80 and giggle heads. These are for ages 3 and up. themed charms to collect in the 2010 line, with a handful of 60 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

An all new version of Let’s Make a Deal is coming back to television in October with 175 new one hour episodes, airing weekdays on CBS after The Price is Right. Host Wayne Brady has the tough task of controlling a raucous audience who, true to the original version, all show up in wild costumes. Don’t miss out on your chance to get involved in America’s favorite deal-making, fun-loving, heart-breaking gameshow!

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18/9/09 09:50:37

2010 T OY P REVIEW The Goldberger Co.

The Goldberger Company’s new sub-brand Yum Yums features the Musical Lights Lolli doll, an extra expressive and colorfully dressed doll. When babies turn the special knob, Lolli lights up and plays a song. The doll also sips on a bottle and sucks on its thumb. Lolli is for ages 18 months and up. In its Basic Training line, Goldberger introduces Molly Manners, a well-mannered doll that sings a song that teaches kids good manners, such as saying “please” and “thank you.” Just press Molly’s tummy and sing along. The doll is machine washable and is for ages 1 and up.

Fundex

Fundex’s hoops&yoyo Gimme Donuts Dice and Card Game is a game of chance. Donut cards have images of hoops, yoyo, and piddles in crazy positions. Players roll the dice in an attempt to recreate the poses. With successful dice rolls come more and more donuts. The player with the most donuts wins. The game comes in a take-along tin and includes three character dice, 40 donut cards, a score sheet, and instruction booklet. It is for two to four players ages 8 and up.

62 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

My Princess Academy

My Princess Academy is an interactive online destination and brand of princess apparel, accessories, and décor that inspires and empowers young girls to be their own kind of princess. Each purchase of a My Princess Academy product unlocks a secret door on the My Princess Academy website, allowing the princess-in-training to access an advanced level of the Academy. Once on the site, girls can decorate their virtual princess dorm room, play princess-themed games and activities, and learn all about how to be their own princess. My Princess Academy Pettiskirts are made from soft polyester chiffon with a gathered elastic waistband and tied with a satin ribbon. The pettiskirts are one size fits all for ages 3 and up. The Pixie Skirt and Wing Set features a pink satin-and-tulle diamond glitter skirt with wings. The skirt slips on over clothes with stretch material and an elastic waistPettiskirt band. The wings have a glittery diamond pattern and elastic straps that stretch over the shoulders. The set is one size fits most, for girls ages 3–6. The Light-Up Princess Wand with Sound is a 12-inch heart-shaped rainbow wand that makes sounds when girls press the heart-shaped button.

SRM Entertainment SRM’s Harmony Huggables sing songs while moving their mouths. Press one foot and they’ll sing a song. Press the other foot and the Huggables will sing the song note by note. Keep pressing down on that foot and the Huggables will hold the note. Each cuddly character has its own song. Choose from the Do-Re-Me Pig, the Twinkle Twinkle Little Star Chickens, or the 1, 2, 3 Cow.

2010 T OY P REVIEW Pacific Play Tents Pacific Play Tents’ Choo Choo Train Six-Inch Tunnel features six windows per side. The conductor’s face is on the zippered front. The tunnel promotes the use of a child’s imagination while helping develop motor skills and muscle strength, as well as engaging kids in cooperative interaction. The tunnel folds down flat for easy storage. The Grand Central Train Station House has mesh roof windows and roll-up windows. There is a tunnel portal available with a flap and Velcro stays. Made of durable polyester and Pacific Play Tents’ exclusive G-3 patented pole system, this indoor/outdoor tent is easy to assemble. Simply follow Grand Central Train the color-coded tent pole system with attached connectors. Station House The tent comes with a carry bag and can be cleaned with warm water and mild soap.

Moose Mountain Moose Mountain’s Kawasaki Jet Ski Ride-On is an authentically styled foot-to-floor vehicle that features music, jet ski watercraft sound effects, and a horn sound. The Fisher-Price Little People Build ’n Fun Farm Ride-On comes with lots to do and discover. Kids will ride along with Farmer Jed and his animal friends, listening to farm sounds and music. The ride-on includes under-seat storage, a Farmer Jed figure, a real working windmill, and nine blocks that are easy for little hands to stack, build, and play with. With the Disney/Pixar Toy Story Pizza Planet, join Buzz and Woody on their journey to escape the terrible Sid and find their way back to Andy’s Room. The playset features a bouncing base, crawl-through holes, and an inflatable slide, as well as realistic movie graphics. The New Beginnings Gerry the Giraffe Ride-On is a foot-to-floor ride-on that inspires preschoolers to use their imaginations for fun and discovery with infinite play possibilities.

RMS International

RMS International brings its Grafix brand of kids’ art, craft, toy, stationery, and activity lines to the U.S. for 2010. The Giant Farm Yard Floor Puzzle is a 55-piece puzzle in a farmyard design. There are other designs and themes to choose from. The Color In Playhouse is easy to assemble and includes 12 jumbo markers. The Mega Art Set includes everything kids need to create art: eight holographic pencils, eight glitter pencils, 24 colored pencils, 12 crayons, three paint brushes, eight gel pens, 12 colored ballpoint pens, 12 paint tablets, 12 jumbo markers, eight pencils, two pencil sharpeners, and two erasers.

64 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Fisher-Price Little People Build ‘n Fun Farm Ride-On

Tech 4 Kids

Tech 4 Kids will be introducing the new Project-A-Sketch, a four-in-one projector that transforms from a flashlight into a sketching toy. The Project-A-Sketch is an enlarger, projector, sketcher lamp, and flashlight. Also coming up from Tech 4 Kids is the new Blade Racer Pro, a tri-ski sled that is part of the Tech 4 Kids Polaris Brand. The twin tip ski design allows riders to ride forward or backward, with fully functional brakes for quick stops or turns. Finally, Tech 4 Kids will introduce the Ben 10 Morphlite, an Omnitrix watch look-alike flashlight that shows Ben 10 characters when the side button is pressed.

Scientific Toy

Scientific Toy will be introducing two new environmentally friendly infrared cars. The Green Racer is a fully functional infrared racer that comes with a crank that can be used to charge up both the car and the remote control, with no additional batteries needed. The Solar Power Rechargeable Car (shown), based on the Ford Mustang GT500, is powered using sunlight stored in its batteries. It also has a solar-powered rotating display stand.

I Can Do That! Games I Can Do That! Games has signed a multi-year licensing partnership with Cookie Jar Entertainment to develop games based on the Richard Scarry brand. The new Richard Scarry’s Busytown Eye Found It game features the artwork and characters of Scarry’s world. Designed for ages 3 and up, the game features a six-foot-long game board across which kids can hunt for objects and solve mysteries with teamwork, working alongside Huckle Cat, Lowly Worm, Goldbug, and other popular Scarry characters. The launch of the new game coincides with the U.S. debut of Busytown Mysteries, a preschool educational/information series inspired by the works of Richard Scarry. It will air on the Cookie Jar TV CBS weekend morning block.

Jax Games Jax will be expanding its Sequence game series with the newest addition to the line, Sequence Numbers. Each card has an addition or subtraction equation. Players must match cards to answers on the board to get a group of five chips in a row to win. Jax will also be introducing a new game called Link-O. In Link-O, players place tiles end to end on the board by matching numbers and colors. Players score points for the number of tiles left in their opponents’ possession at the end of a round.

OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 65

2010 T OY P REVIEW Wild Planet Wild Planet will expand its Spy Gear brand next year with two new items: Spy Handcuffs and Split-Blaster. In place of a lock, the Spy Handcuffs have a motion-activated alarm. Instead of tightening in response to tugging, the Spy Handcuffs pop open, setting off a siren to announce an attempted escape. The Split-Blaster is a double-barrel dart launcher in which the barrels pivot to launch darts simultaneously in different directions, up to 180 degrees. The Split-Blaster is six inches long and comes with four soft rubber-tipped darts. Darts soar a distance of 25 feet or more in each direction. Both products are for ages 6 and up. Wild Planet’s newest active learning game features the stars of the Toy Story films. Woody’s Run-Around Roundup follows Wild Planet’s listen-think-move format and promotes physical and mental exercise. It can be played indoors or out, solo or in teams, and does not require the use of a computer or television. Woody is the electronic handheld tagger and Buzz Lightyear, Jesse, Hamm, and Rex are targets. Players listen for Woody to call out clues about different characters, then run to and tag the corresponding targets. A microchip embedded in the tagger uses Radio Frequency Identification (RFID) to recognize the targets. When Woody is placed over the correct character, the circuit is complete and players advance. If players tag an incorrect target, Woody will repeat the call-out and encourage them to try again. The game is for one to six players ages 3 and up. Woody’s RunAround Roundup

66 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Funrise New in Funrise’s Tonka lineup are the Tonka Strong Arms. These free-wheeling construction vehicles have a built-in trigger/lever. The trigger/lever has two functions: pull the lever without squeezing the trigger to rev up the vehicles. They vibrate and sparks show in the arm window. Squeeze the trigger and the vehicles will move into action— the Dump Truck’s bed will lift, the Bulldozer’s blade will push forward, the Garbage Dumpster will dump in the rear of the truck, and the Fire Truck’s ladder will raise. There are no batteries required. The Strong Arms are for ages 3 and up. Funrise’s Shelcore division introduces new toys in the Fun Starts line. This preschool toy brand encourages learning through cause-andeffect play along with the entertainment of playT-Rex in the Box ing with natural sounds and music. The T-Rex in the Box is a jack-in-the-box toy with a dinosaur character. When kids turn the handle, music will play and a baby T-Rex pops out. Additional dinosaur characters are also featured in the front window and T-Rex’s tail serves as the handle. The Poundin’ Dino Xylophone rewards a baby’s play and encourages repetition as the baby pounds colorful balls through openings along the top. Bronto Stacking Cups is a dinosaur-themed stacking cup set with three different-sized plastic cups. They can be stacked or nested inside the dinosaur’s body and head piece. Each cup has a different shape on the bottom for molding and the cups can also be used for scooping, pouring, and sifting. Each of the four activity buttons on Poppin’ Dino Pals reveals a unique feature that pops up the baby dinosaurs. The first button slides back and forth, the second button rocks back and forth, the third star-shaped button is pressed, and the fourth button rotates. All Fun Starts toys are for ages 1 and up. Funrise redesigned its Big Kick brand and will reintroduce it next fall. Headbangers Big Kick is a field goal-kicking game using oversized sports figures that are fully articulated with dual-motion action. Position the figure, adjust the ball, bang the figure’s head, and win the game. Headbangers are for ages 5 and up.

Ceaco

Ceaco will be releasing a number of new puzzles for 2010, featuring work from numerous artists. The company will be producing 1,000-piece puzzles featuring work from Robert Lynn Nelson, Jane Wooster Scott, and Jennifer Vranes. Ceaco will also team up with LIFE magazine to produce a 750-piece puzzle based on the Can You Spot the Differences? puzzles from the magazine.

eeBoo eeBoo will be releasing new activity books. Each book will feature 32 pages of black-and-white illustrations, as well as puzzles to solve, word games, and pictures to complete. Each book comes with matching Activity Color Pencils. The company will also be expanding its line of games and puzzles for children, introducing a new Fairytale Spinner Game and Fairytale 9 Piece Puzzles. eeBoo will expand its line of Bingo products with the new Life on Earth and Once Upon a Time Bingo kits.

Thinkway Thinkway Toys has teamed up with Disney/Pixar for a full line of Toy Story products. The new Toy Story line, called Toy Story Collection, will feature a variety of toys based on the characters from the Disney/Pixar film series. Figures include a 12-inch talking Buzz Lightyear, with popout wings and flying and landing sound effects; a 16-inch highly detailed deluxe replica of Woody the Sheriff that talks when the string is pulled and will react to hearing a child’s voice; and a 13-inch Rex the Roaring Dinosaur that talks and roars with moving arms and head. The line also includes the Ultimate Buzz Lightyear figure. The 16-inch figure features seven motors to keep Buzz walking, talking, and animated. The eyes blink, the head turns, and the lips are synchronized to his lines. It comes with a wireless infrared remote control and has a Voice Command Mode. The Toy Story Collection also includes the R\C Remote Control Car, Bucket ’O Soldiers, and Three Pack Space Aliens.

Step2

Step2’s new 2010 Play-up Toddler Swing & Slide is a toddler-sized activity center that allows children to slide, swing, and play. The climber has sloped steps with hand grips to promote activity, balance, and eye-hand coordination. The swing seat includes a seat belt for added security.

OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 67

2010 T OY P REVIEW Scratch Art

Scratch Art’s new Scratch & Trade Friendship Card Album set allows children to customize their own trading card masterpieces, using the included Rainbow Black trading cards and wooden drawing stylus. Children can draw on their cards and trade their creations with friends to display them in the included album. Each kit includes 14 Rainbow Black trading cards, a wood drawing stylus, more than 50 stickers, and a 14-page wire-bound hardcover album.

U.S. Games U.S. Games Systems will be introducing a new colorful version of the international Wizard card game. Players act as Wizard apprentices, developing powers of premonition by predicting the exact number of tricks they can win in each round.

Basic Fun

Basic Fun will preview its 2010 product line at the Fall Toy Preview, including additions to its impulse toys, handheld electronic games, and preschool toy lineup. Basic Fun will roll out two new series of key chains featuring Bakugan characters. The Bakugan Battle Brawlers Mega key chain transforms from a Bakugan Battle Brawler ball into one of six Bakugan fighters when the button is pulled. Series 4 and Series 5 will be released next year. Basic Fun will also introduce miniature electronic carabiner forms of Bop It, Simon, and Catch Phrase, based on Hasbro’s electronic game titles. Basic Fun will also be expanding its Take Along line with a new version of Connect 4. The tube can unfold to create the playing grid and the removable end caps serve as the base or feet for the grid. Legs, checkers, and dump bar are all stored inside in a zipper bag. Take Along Connect 5 is co-branded with Transformers, with more brand partners coming up. Basic Fun will be adding to its Fisher-Price Classics line with a remake of the 1963 TV Radio (shown). The radio features a wind-up knob and plays “Farmer in the Dell” while images rotate in the small window.

Skullduggery Skullduggery will be introducing six new Krazy Kars kits, allowing kids to build six new race car models. In addition to these new models, the company will be releasing a new Krazy Kars play mat, screen printed in four colors, which will feature a raceway for Krazy Kars and hot spots for racers, such as the Hurricane Grill.

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Manhattan Toy The Kreechers Klub Kreechers from Manhattan Toy is a collection of cuddly pillows, each with a different personality. Blanche Kreecher is the ugly stepmonster and the first pillow with rainbow highlights and a mutated crown. Hank is the leader of the Klub, Eugene is a holiday sweater experiment that went bad, and Walker has a forked tongue and googly eyes. The pillows are for ages 3 and up. Star Willow Stables is a new line from Manhattan Toy featuring horses that girls can dress up. Ellie Ann English Horse has a long mane and tail, colorful eye embroidery, and sparkly hooves. Leah May Show Horse has pink highlighted eyes and silver sparkly hooves. Brynn Rae Trail Horse has bright eyes and sparkly hooves. Each horse comes with a hairbrush and saddle blanket. Star Willow Stables is for ages 3 and up. In the Fuzzy Nation line, Darn Cute Plush include Beagle “Atticus” in a tie-dyed, striped hoodie and a blingy “puff piece” pendant with chain that kids can take off and wear. Yorkie “Peas” features two-tone fur in tan and black and wears a gray-and-pink frock with a white collar. Fuzzy Nation Teapup Purses feature the characters Boston-in-Boots “Elvis,” Scottie “Quentin,” Golden “Juno,” Maltese “Baby Dot,” and Dachsund “Doxanne.” Fuzzy Nation Wristlets also serve as coinpurses and feature familiar Fuzzy Nation characters. The line is for ages 6 and up.

Techno Source

Techno Source will introduce a line of electronic handheld and key chain LCD video games for spring 2010 to tie in to the release of Disney/Pixar’s summer 2010 film Toy Story 3. For children ages 5 and up, the games will celebrate all three Toy Story films by allowing kids to play along with the Toy Story gang. Kids can help Buzz defeat the evil Emperor Zurg, bop the Little Green Men when they light up, help Woody round up a loose Barrel of Monkeys, and even figure out which alien is not like the others. The games feature multiple challenging levels, vibrant full-color LCD screens, sound control, and real music and sound effects directly from the movie. Expanding its Printies line, Techno Source’s Printies Keepsake Ornaments are six personalized ornaments for displaying in the home or giving as a gift. In the online Printies design studio, choose the ornament shape and start designing using dozens of art tools. Choose the colors and patterns, write messages, and even add personal photos to the design. Then print the design on the Printies ornament fabric sheet. These pre-sewn, patent-pending sheets are made of 100 percent soft cotton, but work just like paper in any inkjet printer. After printing out the design on the front and back, tear out the ornament, stuff it, and seal it shut with a festive cap ready for hanging. There’s no sewing, no gluing, no cutting, and no mess. The Printies Keepsake Ornament collection includes materials to make six custom ornaments, including Snowmen, Santa Claus, Candy Cane, Stocking, Traditional Balls, and Teardrop. It is for ages 6 and up. Next fall, kids will be able to express themselves with Smileys in bigger and better ways with the second series of Smiley Central Studio plush. Series 2 will include all new seven-inch plush and three-inch plush key chain characters. Each plush doll will include a secret code to unlock exclusive Smiley features and accessories for creating Smileys online at www.SmileyCentralStudio.com. Series 2 is for ages 6 and up. In 2010, the Rubik’s Cube will Slide. Following up Rubik’s Revolution and the Rubik’s TouchCube, Techno Source will unveil the Rubik’s Slide—a brand new challenge that combines casual gaming with the speed and strategy of classic cubing. OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 69

2010 T OY P REVIEW FaceChipz

Available in 200 different collectible colors and styles, FaceChipz tokens are decorated with colorful, quirky emoticons representing an emotion for any occasion. After buying the FaceChipz tokens, tweens log on to FaceChipz.com to create a personalized profile page. Each FaceChipz token is imprinted with a unique code that kids enter at FaceChipz.com. The FaceChipz tokens are then shared among friends. The friend enters the code and the two can connect. As kids continue to give and receive FaceChipz, their collection and network grows. At FaceChipz.com, tweens have access to site activities and features, including ChipChat messaging, photo sharing, status updates, emoticon mood updates, favorite lists, secret message widgets, and more. FaceChipz.com complies with the Children’s Online Privacy Protection Act (COPPA). FaceChipz are available in packages of five.

ToyQuest

ToyQuest brings back Stretch Screamers this fall to celebrate the brand’s 10th anniversary. Featuring popping eyeballs and screams of terror, these large 14-inch figures can stand on their own and are constructed with super stretchy material. They are for ages 5 and up.

70 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Learning C urve

Learning Curve introduces an all-new line of original products based on The Jim Henson Company’s animated series Dinosaur Train. The line will include collectible dinosaurs, interactive dinosaur action figures, plush, puzzles, and electronic learning aids, all featuring the characters, sights, sounds, and dinosaur-themed adventures from the series, which airs on PBS KIDS. On the heels of Learning Curve’s 2009 launch of original Super WHY! toys, several new items designed to encourage imaginative play while reinforcing core literacy skills will be introduced. Products will continue to feature the sights and sounds of the reading-powered superhero characters from Out of the Blue’s animated series. Spring 2010 highlights include the High Flying Super WHY! Action Figure, which includes a motorized, waving cape; spring-loaded jet booster boots with lights and sounds; and Super WHY! phrases. The Thomas Wooden Railway has a new component designed for beginning engineers. Sets and engines in the Thomas Wooden Railway Early Engineers Line are made with the same quality wood craftsmanship and signature look found in every Thomas Wooden Railway set and is compatible with the rest of the Thomas Wooden Railway. Feature items include the Round About Station Set, Rock & Roll Quarry Set, and Busy Day on Sodor Set. Play House From items such as the Lamaze Cheese Gym Sorter to the Lamaze Tug & Play Activity Knot, the new 2010 Lamaze Infant Development System items provide fun and developmental activities for baby. Several new items from the Lamaze line have been specifically designed to grow with babies as their skill levels expand. Highlights include the Lamaze Space Symphony Motion Gym, the Lamaze Discover the Sea Carousel, and the Lamaze Play House Gym, which all offer customizable play experiences for a variety of developmental phases from newborn and tummy time to sitting up and imaginative play.

M EGA Brands MEGA Brands will unveil a new MEGA Bloks line called includes a Starter Pack with Turbo Launcher, Controller, and Dragons Universe at this year’s Fall Toy Show. one exclusive Striker. Kids can accelerate the Striker at more MEGA celebrates the 10th anniversary of Dora the than 6,000 RPM and use the Controller to command it into batExplorer with new MEGA Bloks building sets. Dora’s Pirate tle. There are also 12 new Strikers to collect and customize. Adventure includes a Pirate Dora figure, a Swiper the Each new Striker includes a metal core for enhanced batFox figure, flowers, a bridge plank, palm tree accestle time and performance. The Battle Strikers Knockout sories, a treasure chest, a cannon, and Dora’s pirate crew Arena design allows for a more dynamic play pattern to specialty blocks. The set is for ages 3 and up. maximize impact and Striker performance. The MEGA’s new line of Ni Hao, Kai-Lan sets allow kids arena holds three Strikers on each side. All Series to create their very own Kai-Lan world. Kai-Lan’s Garden 2 products are for ages 6 and up. includes Kai-Lan and Hoho figures in gardening outfits, a Rocker Stacker The next generation of Battle Strikers is Battle Strikers green tree accessory, a wheelbarrow, a shed to store tools or Metal XS. The Starter Pack includes the Turbo Boost vegetables, and vegetable blocks. It is for ages 3 and up. Launcher with faceplate, the DLX Controller with an ergonomic Celebrating its 65th anniversary, Thomas & Friends is now grip and adjustable length, and one exclusive Metal XS Striker. available for preschoolers through MEGA Bloks. The four-foot- Kids can accelerate their Strikers at more than 6,000 RPM. There long Busy Day at the Quarry playset includes detailed Thomas and are 14 Metal XS Strikers to collect and customize. The new metal Mavis characters, a real-working crane, coal, a coal chute, build- armor allows for extreme clashing action. Each Metal XS Striker able blocks, and ramps. Build and rebuild the Thomas 3-in-1 is magnetically enhanced, themed, and calibrated to different Buildable Assortment sets, James on the Move and Thomas Load degrees of endurance, and offensive and defensive precision. The ’N Go. Both sets include either Thomas or James and all the acces- Metal XS line is for ages 6 and up. sory parts to make adventures on Sodor come alive. All Thomas & MEGA’s Streetz world contains an assortment of collectible, Friends sets are for ages 3 and up. uniquely styled vehicles, such as exotic sports cars, SUVs, and MEGA’s Lil’ Vehicles include the Lil’ Pink Bus. Place the trucks. Race and chase opponents on the Streetz Raceway. Blast blocks in the bottom of the bus and transport up to four Block through windows and drift through the roundabout for crash-andBuddies. The portable Pink Bus includes a detailed Block Buddy, smash action with this scalable, fully customizable playset. The an open top feature, and Maxi Bloks. Lil’ Steamboat works on Raceway comes with three stunt action vehicles, two vac-metalboth land and water. The portable Steamboat includes a detailed ized stunt action vehicles, two speed boosters, and three stunt Block Buddy, an open top feature, a transparent storage ramps. Streetz products are for ages 6 and up. Battle Strikers bottom, and Maxi Bloks. Both sets are for ages 1 and up. Kids can build the battle between the United Nations Knockout Arena The Rocker Stacker from MEGA’s Build ’N Space Command (UNSC) forces and the Covenant with Discover World allows toddlers to experience the new 2010 Halo Wars construction sets. The balance and gravity by stacking 11 blocks on 375-piece Halo Wars UNSC Gausshog vs. a rocking container. This buildable set Covenant Locust set includes a Red UNSC includes five shapes for sorting and stacking, a Gausshog, a Covenant Locust, a Covenant rattle block, and six extra Maxi Bloks in the Elite, a Covenant Brute, two UNSC rocking storage bucket. It is for ages 1 and up. Spartans, and two Suicide Covenant With new designs, Battle Strikers Series 2 Grunts. All products are for ages 8 and up. OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 71

2010 T OY P REVIEW The Joester Loria Group The Joester Loria Group will be debuting new toys for Discovery and Animal Planet, with new toy partners for both brands. Animal Planet has signed Jay at Play as a new toy licensee. In addition to producing the traditional basic plush and plush bundled with Animal Planet DVDs, Jay at Play will collaborate with factories and inventors to create new and innovative feature plush unique to Animal Planet. The spring 2010 line of plush from Jay at Play will feature electronic movement and animal sounds. Elmer’s will continue to work with the Discovery Channel’s MythBusters brand, based on the MythBusters television show. The company will release three new science kits based on experiments done on the show—Weird World of Water, Power of Air Pressure, and Forces of Flight.

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Imperial Toy

Imperial Toy will be unveiling a number of new products at the Fall Toy Show. The Googly Frog and Spider can be squished, tossed, stretched, or pulled, but still snap back to their regular shape. The Super Hero Squad Flashlight includes three slides that can project a superhero scene on any flat surface. The flashlight Googly Frog also comes with a stand. Imperial will also produce a new line of Marvel Hero Fingerboards, featuring various heroes from Marvel.

Battat Toys

Playmobil

Battat Toys has been named the tentpole toy licensee for the Baby Genius brand. The Battat line of Baby Genius toys launched at Walmart this fall with seven feet of dedicated space in the preschool aisle. The initial collection will include learning, activity, and roleplay toys. Products will include music-oriented products, such as the All-in-One Musical Band, the Musical Vacuum, Tempo’s Musical Broom, DJ’s Sing-aLong Keyboard, and Old McVinko’s Musical Farm. Other products in the line include the Pet Care Center, which allows children to care for Melody the Puppy.

Playmobil will be releasing new playsets for on-the-go fun. The Dragonland carrying case comes with two figures and a horse with accessories such as armor, crossbows, cannons, and more. The Princess carrying case comes with a figure, unicorn, peacock, swan, and other accessories. The Pony Farm carrying case comes with two figures, two ponies, a wheelbarrow, and more pony-related accessories. The Pirate carrying case comes with two figures, a rowboat that floats on water, working cannon, treasure chest, and more pirate adventure accessories.

Pet Care Center

OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 73

2010 T OY P REVIEW Lafayette Puzzle Factory

The Lafayette Puzzle Factory will unveil a new line of puzzles, educational products, playing cards, and calendars. The company will release Crayola-brand Chalkboard Puzzles, which are two-feet by three-feet floor puzzles that include Crayola sidewalk chalk. Lafayette Puzzle Factory will also release a line of flash cards and educational lapboards featuring the Crayola brand. In addition to Crayola products, the company is introducing Chris Flisher Mandalas, based on the artwork of artist Chris Flisher. The company will be further expanding its line of puzzles with the Fodorsâ&#x20AC;&#x2122; Places to Visit Puzzle Books.

74 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Robonica Robonica is working to redefine the entertainment robotics market with its new products, such as the upcoming Roboni-i. The Roboni-i is a fully programmable robot with 16 sensors, four processers, an RF remote control, and peer-to-peer RF protocol that combine to give the Robonii its own personality and allow it to interact with its environment. Kids can also access the Robonica online game via their PC.

ESPN

The ESPN 3 in 1 Skills Challenge, from Moose Mountain, lets kids play three games in one playset. Children can throw strikes at the K-Zone Target, throw passes and kick field goals, or score goals into a soccer net. The target flips up to convert from a baseball target to a football target. The set includes a baseball, soccer ball, and football.

Bachmann Trains

Bachmann Trains will be adding two new sets to the Large Scale Garden Railway product line. The new Thomas with Annie and Clarabel starter kit includes a Thomas the Tank Engine model, as well as Annie and Clarabel coach models. The Percy and the Troublesome Truck set features Percy the Small Engine, with Troublesome Truck No. 1 and No. 2 models.

OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 75

2010 T OY P REVIEW Razor

The new Sole Skate from Razor is a three-wheeled single skate design with a low-profile deck that sits flush with the axle for fluid pushing movements. The Sole Skate is designed to be the size of the riderâ&#x20AC;&#x2122;s shoe and is easily transportable in bags and backpacks. Also new from Razor is the Ground Force Drifter, an electricpowered drifter kart. The kart features a race-tuned chassis, Super Slider POM rear wheels, and sturdy steel construction, allowing riders to do burn-outs and 360 degree spins and can hit speeds of up to 12 mph.

Ground Force Drifter

The Haywire Group

The Haywire Group has expanded the DICEcapades line for 2010. Two new games with adventurous groups of pirates and ninjas join the line. DICEcapades Kids Version! and DICEcapades! Word Pirate games teach kids while letting them take on the role of pirate adventurers. In Number Ninjas, players need to solve math challenges, block opponents, and avoid traps while retrieving the Golden Dragon Box. Also debuting is Action Princesses, which twists the classic damsel-in-distress story so that the princesses need to rescue the prince. The princesses gather the tools they need to defeat the evil king who is threatening their village.

Hosung Hosung is expanding its miYim ecofriendly collection of plush with the new miYim Petite Collection. The petite plush are made from organic cotton and colored only using plant and mineral dyes. They are packaged in a reusable recycled cardboard box. Also coming up in the miYim line is the My Natural Good Earth Fairy (shown), a natural cotton rag doll with wings and linen accents, made from fully organic cotton.

76 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

K’nex K’nex will be expanding its line of Sesame Street construction sets with sports themes. Kids can build their favorite Sesame Street characters to play sports. Elmo gears up to play soccer in Kick It! Elmo, Ernie puts on flippers for Swim Time Ernie, and Cookie Monster is heading out to shoot some hoops in Cookie Monster’s Basketball. In addition to these sports-themed sets, K’nex will be creating two new Elmo Adventure building sets. The Elmo’s Dragon Adventure building set casts Elmo as a knight in shining armor with a loyal dragon buddy. The Elmo’s Space Adventure building set features Elmo as an astronaut with his rocket ship. Both kits feature a Play & Learn activity sheet. Elmo will say fun facts when his head is pressed. K’nex will also produce a number of NASCAR building sets, including models of Dale Jr.’s 88 AMP Energy Car, Jeff Gordon’s 24 DuPont Car, or Tony Stewart’s 14 Office Depot Car. The company will also be producing a new line of Monster Jam K’nex sets, featuring trucks such as Grave Digger, Maximum Destruction, Mutt, Blue Thunder, and more. In non-licensed items, the Collect & Build Construction Crew series features the Excavator, Front Loader, Steam Roller, and Backhoe kits. They are fully compatible with other K’nex sets and when collected can be used to create a construction site.

Pretty Ugly

Pretty Ugly is expanding the Ugly Dolls lineup with a series of Ugly Dolls Action Figures. Wage, Babo, Jeero, Ice-Bat, Wedgehead, and OX make up the first series, available in classic or Little Uglys colors. In addition to these, Pretty Ugly will be releasing a line of glow-in-the-dark action figures, featuring characters such as Ice-Bat, which is shown.

Monster Jam Mutt construction set

OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 77

2010 T OY P REVIEW Endless Games

Endless Games will release a new party game called Name 5. Players square off against one another as the game asks them to list five separate things in a single category, such as vegetables beginning with the letter “A” or Tom Hanks movies. The winner of Name 5 is the player with the most trivia knowledge across a variety of categories. The game is designed for ages 10 and up.

DuneCraft DuneCraft has created two new kits featuring Curious George. The Wiggly Jiggly Silly Squares kit comes with a number of Wiggly Jiggly Silly Squares that can be put in a bowl of water and made to grow up to 100 times larger. Kids can use the stacker tray to build a tower before the squares begin to wiggle and fall down. The Arctic Adventure with Curious George comes with the materials needed to make lifelike snow, snowmen, a snow fort or igloo, and many small snowballs, as well as Curious George decals. An idea guide is included. 78 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Kids Preferred

Kids Preferred has teamed up with Harley-Davidson to produce a line of plush featuring the HarleyDavidson logo and brand imagery. The Cruisin’ Critters line features plush outfitted in Harley gear. These plush are available in dog, wolf, bear, or sheep styles. The Road Wolf is a larger-scale plush wolf that comes with riding glasses, a biker jacket, Harley-Davidson T-shirt, chaps, hat, and shoes. The Road Dog Travel Kit includes an eight-inch plush dog with a road map and stickers. Other plush products include the Road Hog II, Love Monkeys II, and Holiday Rider VII. Kids Preferred will also be producing non-plush Harley products. The Color Me Motorcycle lets kids color and recolor a motorcycle using four washable markers. The Wooden Work Bench acts as a mini-workshop for kids, with the Harley-Davidson logo on the side of the workbench, a screwdriver, wrench, three bolts, and three screws. The Wooden Block Puzzle lets kids make six different Harley-Davidson puzzles with the same wooden cubes. The Wooden Peg Puzzle is a six-piece peg puzzle that features a Harley-Davidson image as the completed product. Finally, the Helmet Art Kit features paper, markers, water color paints, and crayons in a kit that resembles a helmet.

Kids Only

Princess Castle Table set

Kids Only, a division of Jakks Pacific, has teamed up with Disney to create new tables for kids, featuring Disney/Pixar’s Toy Story brand and the Disney Princesses brand. The Toy Story Rocket Ship Table set and the Princess Castle Table Set are playsets that disassemble from rocket ship or castle form to create a table for children to sit at. Both brands will also have a new steel-construction Activity Table set and a lighter plastic Funtime Table set, with inlaid graphics for each brand.

PlaSmart PlaSmart’s new game Perplexus is a maze game where players must maneuver a small marble around barriers inside a transparent sphere. Perplexus houses various tracks with more than 100 barriers and provides a threedimensional maze for players to work with as they shift, flip, and twist the sphere to guide the marble inside to its destination.

Tier Toys The Ark Stacker, from Tier Toys, lets kids play through the story of Noah’s Ark with 44 animal figures, as well as additional figures of Noah and his wife. The ark can be stacked in 12 different layers, each one uncovering two or more animals hiding within the ark. The Ark Stacker comes with a link to a free download of the Biblical tale, with six extra games and educational activities. This is the first in Tier Toys’ planned line of Stackers activities.

Interactive Toy C oncepts

Interactive Toy Concepts will expand on the success of its Duck Hunter product from last year with the new two-player Duck Hunter Extreme. One player will be at the controls of the duck while the other will attempt to shoot them out of the sky. Interactive Toy Concepts will also be producing the R/C Dragon Hunter, based on the same gameplay with a radio-controlled dragon rather than a duck.

Ideopolis Alphabotz is a new product from Ideopolis that teaches children about reading and grammar with a group of colorful robot characters on oversized flash cards. Each Alphabotz character represents a different aspect of English grammar: Boomer represents the sound of the letter B, Elaine represents the silent E, and squads of characters such as the R-Rangers (r-controlled vowels) and the Superphonic Longs (long vowel sounds) help further round out the cast. Children will play with and accompany these characters in the magical Kingdom of Alpha, where they break codes, solve problems, tell stories, and more.

OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 79

2010 T OY P REVIEW Reeves International

Reeves International will introduce the Pony Gals, a doll line geared for young girls that features three ponies that are best friends and share everything, from fashions to gossip. The Pony Gals Purse Pals collection features miniature versions of the Pony Gals with a full set of coordinating accessories for kids to share with their pony. Jasmine, a black Appaloosa, comes with a halter and purple blanket, and a peppermint treat in her bag. Dixie comes with a patchwork bag and an apple toy in her bag. Chloe comes with sports accessories. Reeves will also be distributing the Breast Cancer Awareness Benefit Horse. This model is designed with the pink ribbon motif in mind and is made to represent the strength and healing power of the horse. A portion of the proceeds from each sale of the model will be donated to Susan G. Komen for the Cure and the Breast Cancer Research Foundation.

C ardinal Cardinal Industries will be adding puzzles to its product line in 2010. The company will be making traditional puzzles, as well as releasing new concept puzzles featuring a variety of licenses. Cardinal will also be expanding its games division with a new license, Penguins of Madagascar from DreamWorks. Cardinal will be offering a large selection of games based on the Nickelodeon television show for 2010. Cardinal is expanding its range of games for Disneyâ&#x20AC;&#x2122;s Toy Story 3, as well as more games based on Disney classic characters. A new line of games based on Marvel Super Heroes is also a part of the Cardinal 2010 lineup, as well as new games for Nickelodeonâ&#x20AC;&#x2122;s SpongeBob and Dora the Explorer, as well as Sesame Street and Twilight.

Jacquard Products Breast Cancer Awareness Benefit Horse

Citiblocs Citiblocs is a new line of wooden construction pieces that feature all-natural materials and coloring, crafted from New Zealand pine into precision-cut shapes for building. Citiblocs kits come in sizes that range from the basic 52-piece starter set to the 1,000-piece set. 80 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Jacquard Products will be introducing the Hoop Painting Fun Bag, which contains professional-quality supplies for painting silk hoops. Each bag comes with three silk hoops to try out different techniques and uses special Dye-Na-Flow colors from Jacquard. The colors included are red, blue, and yellow to allow users to mix and match and create their own colors. Users can try three different techniques to make their artwork: watercolor, silk salt, and sunprinting. The kit also comes with tips and technique information on painting silk hoops.

2010 T OY P REVIEW Fantasma

The Center Stage kit from Fantasma features a wide variety of tricks for a new magician. The box stores the tricks and changes into a performance stage. Tricks include the Magic Coloring Book, Drawer Box, Mystery Rings, Coin Slide, Card Box with Bunny Cards, and Magic Wand. There are more than 50 tricks to learn in the instruction manual and from the instructional DVD. The kit is endorsed by the International Brotherhood of Magicians.

82 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Little Kids

Little Kids’ Junk Ball Sports line is introducing Knockers, a new tailgating game. Players throw a flying disc aimed at knocking off the “knocker” while the opposing team tries to catch the knocker or the flying disc. Points are scored when teams knock the knocker off the stand by throwing the flying disc at it or the defense is unable to catch the disc. Knockers can be played by two or more people, individually or in teams. The game packs up easily in a nylon case.

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Ronnen Harary, Chairman & CEO Anton Rabie, President & CEO Ronnen Harary, Chairman & CEO Ben Varadi, Executive Vice President Anton Rabie, President & CEO Spin Master Ltd. Ben Varadi, Executive Vice President Jonathan Finlay, M.D. Spin Master Ltd.

Director, Neural Tumors Program—Childrens Hospital Los Angeles Professor of Pediatrics—Keck School of Medicine, Jonathan Finlay, M.D. University of Southern California

Director, Neural Tumors Program—Childrens Hospital Los Angeles Professor of Pediatrics—Keck School of Medicine, University of Southern California

Thursday, October 22, 2009 Beverly Hills Hotel Thursday, October 22, 2009 Melina Beverly HillsKanikaredes Hotel

Melina Kanikaredes

Evening Host

The Hobby Industry’s Quiet Innovation BY

CHRIS ADAMS

rom the outside looking in, the hobby business could be viewed as staid, sedate, and cerebral. After all, in certain segments of the category, the most minute period-correct details can be passed off as “excitement” by enthusiasts. However, appearances can be misleading. This category has quietly been making technological updates while racking up solid sales. Sure, the economy has affected the category in the past year or so, but name a business that hasn’t been affected. “The hobby business is no different than any other business and has certainly been adversely affected by the economic downturn and recession,” says Ed Gershowitz, who was named president of Carrera of America in June. “That being said, I have seen some retailers get more aggressive with in-store demonstrations and promotions as a way to draw shoppers into their stores.” Retailers aren’t the only ones aggressively staking their claim to sales. In the weak economy, aggressive manufacturers can grow their business and gain marketshare. This strategy has been set in motion by Jada Toys, which is celebrating its 10th anniversary. For this Q4 the manufacturer is launching its first national TV advertising campaign centered around a new, big initiative: Battle Machines. This line—described as Laser Tag meets radio control— is primarily an R/C line, but die-cast in 1:64, 1:24, and 1:32 scales will also be available. “A lot of manufacturers aren’t doing new stuff right now because of the economy,” says Bill Simons, senior vice-president of Jada Toys. “We took this as an opportunity to launch something new and exciting—an all-new line with new tooling.” In addition to the Battle Machines line, Jada will also begin offering NASCAR-licensed R/C vehicles starting in 2010, at suggested retail prices lower than the previous NASCAR R/C licensee, according to Simons. Lionel is another manufacturer in the hobby space that is making big pushes to overcome the effects of the weak economy. This past spring, it unveiled its VISIONLine of products. This line features more detailed and accurate replicas than Lionel has ever offered before. The first introductions will be the Pennsylvania CC2 steam

84 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Jada’s Battle Machines R/C Twin Pack

engine and GE’s Evolution Hybrid locomotive, both of which will be offered this fall. And at the other end of the market spectrum, the Lionel Little Lines set is the company’s first product geared toward children as young as 2½ years old. Because of these introductions as well as the boost generated by its decision to start focusing more on the mass market, Lionel CEO Jerry Calabrese says 2009 is shaping up to be the company’s biggest year ever at retail. “We believe that our outreach into the mass market over the past four or five years has actually strengthened the core hobby market,” says Calabrese. “From our experience, consumers who first experience the Lionel brand in mass find their way to the nearest train hobby store where they can let their imaginations unfold. Once we’ve hooked them with their first ready-to-run train set, we’ve found it easy to keep them coming back for more.”

iHobby Expo

The hobby industry’s largest showcase, the iHobby Expo, is set to take place in the Donald E. Stephens Convention Center in Rosemont, Ill. from October 22–25. Not only does this show offer a showcase for the trade, but Saturday and Sunday, October 24 and 25, are open to the public. During these two days, various manufacturers offer make-and-take promotions. Despite the economy, last year’s

ically serve a secondary function of building an industry’s morale. Attendees and exhibitors get to take in the industry at large while feeding on each other’s enthusiasm and energy. Timing the show with the surfacing of positive feelings on the economy, with the holiday selling season right around the corner, could prove to be a great advantage for the industry.

At Retail

Carrera’s GO!!! Spider-Man

iHobby show was a sell-out, with 700 booths booked and consumer attendance at an all-time high. “It has been a challenging year for all trade shows, including iHobby Expo,” says Pat Koziol, executive director of the Hobby Manufacturers Association, which sponsors the show. “This year we will have a little more than 600 exhibitors—with more than 60 new exhibitors—which we feel is respectable given the state of the economy.” As several economic indicators have been released that point to the stabilization of the overall economy, both consumer and trade sentiment is trending more positive. The good news offers an air of optimism that was missing just a few months ago. “In speaking with many retailers and friends from other companies, there is a cautious optimism as there has been some indication that the worst is over and there may be some light at the end of the tunnel from an economic perspective,” says Carrera’s Gershowitz. “Many retailers have told me that they just need to get through September and feel business will begin picking up in October and beyond. Some buyers have indicated that POS trends are beginning to show they are underbought for the fourth quarter.” With positive attitudes flowing for the first time in a long time, the timing of the iHobby Expo couldn’t be better. Trade shows typ-

While economic indicators are looking up, manufacturers still have to keep a keen focus on every aspect of their business to ensure that their company is ready to go full throttle when the economy does gear up again, but they also have to keep an eye on every dollar spent between now and then to maximize their profits while not passing pricing increases along to consumers. “We have made reductions in spending where prudent and have been more cautious in the way we are forecasting and bringing product into our warehouse,” says Carrera’s Gershowitz. “That being said, we are in a solid position to supply our customers when they will need the product the most. Slot cars, like trains, are traditionally late-selling items and we need to make sure that we are in stock to deliver on ad and catalog requirements as well as support our retail base during the peak selling season.” It is a delicate balancing act to be nimble to retailers’ needs while keeping a close watch on one’s own warehouse and bottom line. In order to try and make it as attractive to retailers as possible while focusing on its Battle Machines launch, Jada is taking a dual-strategy approach. “The retailers are either looking for value or innovation,” says Jada’s Simons. “We have a value strategy where we have basic offerings in R/C for under $20 retail. But if all you do is concentrate there, it is a very crowded area. That is where the Battle Machines line fits in—it offers innovation to retailers.” For such a traditional category, the hobby arena does see a lot of technological innovation. Train manufacturers are offering increasingly complex digital control systems, as are slot car manufacturers like Carrera. As long as hobby manufacturers try and innovate where and when they can, it will be poised to gain ground as the economy rebounds.

OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 85

Hobby BY

CHRIS ADAMS

The hobby industry is particularly well-suited for the “staycation” mindset that has come with tough economic times. However, the weak economy has not kept hobby manufacturers from taking a chance with new products. Below is a sampling of some of the latest offerings from the hobby industry.

Lionel

Lionel Little Lines is designed for children as young as 2½ years old. The snap-together track and simple remote control are designed for little hands. The 49-piece set comes with a complete layout of track, including two bridges and a railroad crossing, as well as a train with steam engine, tender, gondola, and caboose. It even includes a working freight station with crane, cargo slide, and two-way cargo dump.

Jada

Jada is undertaking its first national TV campaign for the Battle Machines line, which includes R/C and die-cast segments (Battle Machines die-cast is shown). In addition, Jada recently signed an agreement to manufacture NASCARlicensed R/C vehicles.

Carrera

Round 2

Round 2’s Batmobile Classic in Vintage Packaging is a model kit that produces a vehicle that measures approximately seven inches long.

86 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Carrera’s GO!!! line features licenses such as Spider-Man and Disney Cars (shown). The 1:43-scale Disney Cars version lets Lightning McQueen and Chick Hicks race through straights, curves, and a flyover. It comes with two cars, a transformer, two lane change sections, two hand controllers, a lap counter, and 17.71 feet of straight and curved track. Also new is the Carrera Digital 1:43 Mario Kart Wii Race Set, which comes with three digital cars, a transformer, two hand controllers, loops, a tunnel, rightand left-lane switches, and straight and curved track. The total track length is 28.54 feet.

Märklin

Märklin’s Class 05 Express Locomotive is a limited edition distributed by Walthers, the exclusive North American distributor of Märklin products. The HO model has a digital decoder and a sound generator, plus high-efficiency propulsion motor. A wall display case with a photo of the Class 05 taken by Carl Bellingrodt is included.

Bachmann

In HO scale, Bachmann offers a range of Union Pacific locomotives in its EMD DD40AX Centennial model (shown). It is DCC-equipped for speed, lighting, and direction. Also new from Bachmann is the Pacific Flyer set, which utilizes E-Z Track with E-Z Mate couplers. It is a ready-to-run set that includes everything needed to get railroading.

Learning Curve

Learning Curve’s Johnny Lightning brand offers a commemorative 40th anniversary series of die-cast vehicles. New models, limited releases, new themes, and “chase” programs will be available. Models include the 1967 Pontiac Firebird, the 1970 Dodge Challenger TA, the 1971 Chevelle SS, and the 2008 Viper SRT (shown).

Walthers

The shown Stuckeys piece is part of the Roadside Americana Cornerstone Series Built-Ups line by Walthers. Based on structures from the 1950s and ’60s, this fully assembled HO-scale model is complete with gas pump island with canopy and period-correct signs.

CMW Holdings

The 1950 Meadowbrook four-door sedan was the largest of Dodge’s post-World War II automobiles. CMW offers an HO- and N-scale replica models of this classic car.

NKOK

NKOK recently debuted a new line of Halo 3 R/C vehicles. The line includes M12 Warthog LRV (shown), M274 Mongoose Ultra-Light ATV, and the AV-14 Hornet Airborne Assault Vehicle. The Warthog comes with a Master Chief and Blue Spartan figurine as well as a removable M41 Light Anti-Aircraft Gun.

OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 87

RIDING THE RAILS company can change a lot in 176 years and there are few more varied examples than the company that is now known as Bachmann Trains. When Bachmann was first founded in 1883, it focused on producing hair ornaments from worn ivory and tortoiseshell. Toys weren’t a part of the Bachmann product line for more than a century after the company’s founding date. In 1947 the company entered the toy market with Plasticville, USA, a collection of injectionmolded houses and buildings for use with model railways. However, it wasn’t until 1969, when Bachmann began working with Kader Industrial (a Chinese manufacturing company) that the company began producing its trademark toy trains. By the time Bachmann was fully acquired by Kader in 1981, it had become one of the key manufacturers of model trains in the world, with branches in the UK, Germany, China, and the U.S. Though Bachmann is one of the major manufacturers of model train sets, its products are still designed with the beginner in mind. “Our core philosophy is that it should be easy,” says Jack Lynch, communications manager at Bachmann. “We don’t want the beginner to be scared away.” Product names such as Easy Tracks and Easy Command are designed to avoid overwhelming new enthusiasts to the modern train hobby. Bachmann even produces a series of starter train kits that come

88 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

PAUL NARULA

with everything one needs to get a model train set running, as well as detailed instructions. Almost all of Bachmann’s kits can interlink, allowing for easy expansion as well. However, even though the company slants many of its products toward beginners in model train activities, its wide range allows it to appeal to any fan of the category. Bachmann is one of the few companies that produces every size (“gauge”) of model train, where many companies focus on only one or two gauges. This, combined with the company’s longevity in the market, has made Bachmann an established and trusted name in the category. The company has been invited to build displays of its products in high-profile spots such as Disneyland, where the intricate train sets garner attention even among the rides and crowds. “Trains attract everyone,” says Lynch. “Model trains can be as

connections are obvious, though, and Bachmann has had great success with the Thomas & Friends brand. The brand’s popularity serves to make model train kits more accessible to younger children, which, combined with Bachmann’s philosophy of making products easy to play with, has resulted in strong Thomas-branded products. “Older hobbyists like to scoff at Thomas, but they always end up buying it for their kids,” says Lynch. “He’s the greatest ambassador we could have.” Bachmann Trains has continued to do well, even through recent economic difficulties. “Everybody and their brother is feeling the hurt from the economy, but right now, trains are a good product,” says Lynch. Model trains have a large nostalgic appeal, which helps to keep consumers purchasing Bachmann products. In addition, building a model train is a family activity that can be done at home, making it a convenient addition to the “staycations” that families take due to economic hardships. The future looks bright for Bachmann. The company has expanded its line of licensed product for Thomas & Friends, having received the rights to produce largeBachmann’s large-scale Thomas model train scale outdoor model train products. much an entertainment as they can be product.” Bachmann will be releasing two starter sets for One of the many keys to Bachmann’s con- this new large-scale Thomas, as well as contintinued success is its ability to make key licens- uing to expand and add to its other train proding deals that make sense for model trains. “We ucts. “Trains are one of those things that can can plaster anyone’s name on a boxcar, but that cross all boundaries,” says Lynch. “I can’t see it doesn’t mean it will sell,” says Lynch. Some going bad anytime soon.”

Blue Orange Games

Blue Orange Games’ Gobblet Gobblers is a fast-paced strategy game that is similar to TicTac-Toe. Players choose their Gobblers and try to line up three of them in a row to win the game. The Gobblers don’t stop there—they are hungry and players need to feed them with smaller Gobblers. Gobble up your opponent and move your pieces around the board when it’s your turn to play. The game comes with a wooden board and 12 wooden Gobblers. Gobblet Gobblers is for two players ages 5 and up.

Tegu

Tegu has reinvented the classic wooden block by incorporating powerful magnets inside sustainably harvested wood. Tegu blocks stick together, allowing a child to build beyond the gravity-constrained confines of typical wooden block play. Tegu blocks can be assembled in countless ways and show no visual point of mechanical connection. The first product offering from Tegu is a set of 52 blocks in four shapes. The block sets are available in natural and stained finishes. In addition to introducing this new line of wooden toys, Tegu employs socially responsible business practices. Based in Tegucigalpa, Honduras, Tegu creates jobs for Hondurans, sourcing sustainable Honduran hardwoods and using only non-toxic, water-based finishes. Tegu blocks are naturally phthalate and lead free.

RandomLine

Dano2

Dano2’s BugBite is a stylish, non-toxic teether designed for parents on the go. Made in the USA, this teething ring features a swivel design that allows it to easily rotate in and out of its case as needed. The BugBite is free of unwanted substances such as phthalates, PVC, BPA, and formaldehyde. It is dishwasher-safe.

90 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

RandomLine’s Hurry Up! is a new, fast-moving dice game. Players need to be fast with the dice, act swiftly, and be able to add numbers in their head quickly. The first challenge may appear simple, but soon players feel pressure from the 30-second clock as well as from opponents. There are six challenges to complete and each challenge has a point value. If a player completes a challenge successfully, that player gets the challenge points plus the points of the dice for that round. If they fail, they get nothing. There is also a 2nd Chance Card, which is earned by any player who completes a challenge on the first roll of any challenge. The blue die has a different purpose for each challenge. Hurry Up! is for two to six players ages 8 and up.

Mary Meyer

Mary Meyer’s Little Princess boutique of coordinated baby items features pastel pinks for a girly theme. This new line of seven baby toys, which includes a wind-up musical doll, features embroidered gentle faces and fabrics. The 10-inch Little Princess doll plays the gentle lullaby “Hush Little Baby.”

Shainsware

Shainsware partnered with the Jane Goodall Institute for Save the Animals Kits, available as a bookmark or bracelet, which include a set of 50 new icon designs featuring species rescued from near extinction. These products were made available last month in conjunction with the release of primatologist and conservationist Dr. Jane Goodall’s 17th book, Hope for Animals and Their World. The Save the Animals Kit, available with the Shains one-sizefits-all bracelet, and the bookmark allow one to customize and change the elements daily to create personalized messages to share with the world. Each kit will also carry Jane Goodall’s “Good for All” brand, which recognizes companies that produce environmentally conscious products. As a part of its commitment to improving the environment, Shainsware will donate 10 percent of sales from the Save the Animals Kits to the Jane Goodall Institute.

Tailten Games

A new game steeped in the ancient legends of Ireland’s Celtic heritage and royal past is the premier product from Tailten Games. Tara is an abstract strategy game named after the Hill of Tara in Ireland. There are three different strategy games for Tara using the same playing board and pieces. Each game gives players a history lesson and an artistic creation experience by working with the intricate Celtic knot designs on the tiles. Players can play Tara’s Sacred Hill, a connection game of linking ringforts together with bridge tiles to create a landscape of Celtic knotwork. Building the 3-D knotwork tiles, players also split opponents’ territory in a divide-and-conquer strategy. The High Kings of Tara is like moving the knight in chess, but with more twists and turns. Kings capture enemy ringforts, but can also be rendered immobile by the opponent. In Tara’s Poisoned Chalice game, the most advanced game in Tara, there is a battle of spirits between High King Lóegaire and St. Patrick, where players sit at right angles to each other, pitting their wits against the unknown powers of the enemy while trying to complete their ringforts on the board. The Tailten Games website, www.tailtengames.com, offers many other variants, animated demos, strategy, new knot patterns, and much more. Tara is for ages 8 and up.

OCTOBER 2009 TOYS & FAMILY ENTERTAINMENT 91

YOU’RE HIRED

TURNER BROADCASTING SYSTEM, INC.

CHRISTINA MILLER, SENIOR VICE-PRESIDENT, TURNER SPORTS STRATEGY/MARKETING/PROMOTIONS AND CARTOON NETWORK ENTERPRISES

Turner Broadcasting System, Inc., promoted Christina Miller to senior vice-president of Turner Sports Strategy/Marketing/Promotions and Cartoon Network Enterprises (CNE). Miller will continue her oversight of Cartoon Network’s consumer products and home video business in the U.S. Added duties will include responsibility for overall management and direction of Turner Sports strategy, marketing, and programming, including overseeing relationships with league partners, Turner networks, and their digital extensions. Previously vice-president of CNE, Miller joined Turner in 2005.

SPIN MASTER LTD.

HAROLD CHIZICK, VICE-PRESIDENT, GLOBAL COMMUNICATIONS AND PROMOTIONS

Spin Master Ltd. expanded its communications department with the appointment of Harold Chizick as its vice-president, global communications and promotions. Chizick joins the company after spending two years at MEGA Brands, Inc., as vice-president of marketing. Prior to that, Chizick headed Spin Master’s public relations and promotional initiatives for eight years.

I CAN DO THAT! GAMES

SHELLEY SANDERS, DIRECTOR OF SALES

I Can Do That! Games hired Shelley Sanders as director of sales. She will focus primarily on building specialty and mid-sized retail accounts, including key boutique outlets. With nearly 20 years of gift and specialty sales expertise, Sanders has spent 10 years in the toy and game industry, as national sales manager for University Games, Intervisual Books, and Klutz/Scholastic.

92 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

SANDHILL CONSULTING GROUP LAUNCHES

A group of executives from the children’s toy, licensing, and multimedia publishing businesses are working together as part of the team at Sandhill Consulting Group, LLC. Bryce (Skip) Boothby Jr. is a CEO/COO/president with experience from Quebecor, Lulu.com, and Sales-Link. Nicholas A. Clementi, with experience at American Greetings, Contempo Colours, Innoware, Games Gang/Pictionary, and Mara Mi, is a CEO of high-growth ventures, turnarounds, and divestitures. Doug Guendel, most recently of Meredith Publishing, is experienced in general management, sales and marketing, new business development, and organization design. Tom Klusaritz, with experience at Hasbro and Golden Books, is a new business/channel architect, and will help identify new growth opportunities. David A. Rust, with experience at Scholastic and School Specialty Supply, is a business unit president, publisher, and C-level officer responsible for restructures and new growth ventures. Patti Saitow, with executive level experience at 20Q.net, Radica, and Golden Books, is Sandhill’s vice-president of business development.

LUDORUM PLC

MAUREEN TAXTER, SENIOR VICE-PRESIDENT, U.S. CONSUMER PRODUCTS

Ludorum plc appointed Maureen Taxter to the position of senior vicepresident, U.S. consumer products. Taxter will be responsible for all of Ludorum’s commercial operations in the U.S., working across Ludorum properties, including the CGI-animated preschool series Chuggington, which will air on Playhouse Disney in the U.S. this spring. Taxter has more than 25 years experience in building and managing entertainment brands. She has held senior positions with companies including Jim Henson Productions, Hasbro, and Viacom, contributing to kids’ brands such as SpongeBob SquarePants, Dora the Explorer, The Muppets, and Playskool.

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GAMEPLAN EUROPE LTD Helping toy manufacturers expand internationally.

Since 1988 Gameplan Europe has been helping toy manufacturers and suppliers to develop their export sales. Here are some of our services, which cover the whole world. > Market investigations of opportunities > Viability studies for business set-ups > Finding distributors, sales agencies, etc. > Managing distributor networks > Executive recruitment. Gameplan Europe also publishes the International Directory of Retail Toy Buyers and the International Directory of Toy Importer-Distributors. These invaluable sources of information cover 38 countries and are the essential starting point for building international business.

For further information please contact Andrew Dobbie or Margit Pendl Tel. +44 (0) 1442 870100 (United Kingdom) email: info@gameplaneurope.com web site: www.gameplaneurope.com

EVENTS OF

CALENDAR

INDUSTRY-RELATED TRADE SHOWS

NOVEMBER 3–5

SEMA/AAPEX

19–20

Toy & Game Inventor Event Conference toyandgameinventors.com

15–17 17–19

21–22

aapexshow.com

PLMA

plma.com

Global Gaming Expo

Chicago Toy and Game Fair

DECEMBER

Sands Expo Center

Las Vegas

Navy Pier

Chicago

Donald E. Stephens Convention Center

globalgamingexpo.com

Las Vegas Convention Center

chitag.com

Navy Pier

Rosemont, IL Las Vegas Chicago

7–10

International Halloween Show

hiaonline.com

Halloween Building

New York City

7–10

International CES

cesweb.org

Las Vegas Convention Center

Las Vegas

26–28

The Toy Fair

toyfair.co.uk

JANUARY 11–13

11–14

30–3/4

Hong Kong Intl. Licensing Show Hong Kong Toys & Games Fair

New York International Gift Fair

FEBRUARY

Hong Kong Convention & Exhibition Centre

nyigf.com

Jacob Javits Convention Center

New York City

Nuremburg Exhibition Center

Nuremburg, Germany

hktoyfair.com

4–9

Spielwarenmesse Intl. Toy Fair

26–3/1

Halloween Costume & Party Show hcpshow.com

10–12 14–17

MARCH 11–14

21–24 27–30

KidScreen Summit

American International Toy Fair

toyfair.de

kidscreen.com toy-tia.com

Australian Toy, Hobby, & Nursery Show toyfair.com.au

Boston Gift Show

Western States Toy & Hobby Show

bostongiftshow.com

wthra.com

Hong Kong Convention & Exhibition Centre

Olympia Grand Hall

Hilton New York

Wanchai, Hong Kong London

New York City

Jacob Javits Convention Center

New York City

Melbourne Convention & Exhibition Center

Melbourne, Australia

Donald E. Stephens Convention Center

Boston Convention & Exhibition Center Long Beach Convention Center

LICENSING SHOW 2010 TUESDAY–THURSDAY, JUNE 8–10 MANDALAY BAY CONVENTION CENTER, LAS VEGAS

94 TOYS & FAMILY ENTERTAINMENT OCTOBER 2009

Wanchai, Hong Kong

hklicensingshow.hktd.com

Rosemont, IL

Boston

Long Beach, CA

Sometimes the littlest people have the biggest imaginations.

They can be princesses, dancing and twirling at the ball. Or daredevil race car drivers, starting up their engines. With big imaginations and a little help from toys like the Little People® Dance ‘n Twirl Palace™ or Spin ‘n Crash Raceway,™ kids can make anything happen. They can win the race, hear the crowd cheer, ride a royal steed or use a magic wand. If these toys help kids’ imaginations do all that, can you imagine your sales possibilities?

www.fisher-price.com

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