Table of Contents
October 2011 volume 6, no. 8
features
departments
on this page
30 Nascar and spin Master Take the Wheel
8 Observations & Opinions
top row from the left: Spin Master’s NASCAr die-cast; learning resources’ Sprouts Fix It My Very own Tool Set; Pacific Play Tents’ Tee Pee bottom row from the left: PlaSmart’s Perplexus Twist; The Winx Club from Nickelodeon/rainbow; ThinkFun’s Swish
by Nancy Lombardi
32 The Winx Club Debuts on nickelodeon, Toys from Jakks
by Nancy Lombardi
34 Toy Industry Confronts Challenges as it Enters Holiday 2011 and into 2012
by Chris Adams
48 2012 Toy Preview compiled by Laurie Leahey and Jennifer Lynch
74 iHobby Expo: Product Presentation by Jennifer Lynch
78 Specialty Emporium Profile: ThinkFun by Jennifer Lynch
10 Sizzlers 12 Specialty Sizzlers 14 The Ticker 18 Entertainment Marketplace: Voltron 20 Industry Forum: TIA 22 Industry Forum: ASTRA 24 Industry Forum: Design Edge 26 Industry Forum: Gameplan Europe 28 Merchandise Makers: Kids II 80 You’re Hired 82 Calendar of Events
on the cover top row from the left: Haywire Group’s Animal Soup; Sony’s The Smurfs 2; Classic Media’s Voltron; Cardinal’s Monster High puzzles bottom row from the left: Alex’s My Chocolate Shop from the Dylan’s Candy Bar line; MeGA BlokS Samurai Megazord; endless Games’ Anger Management; The Bridge’s Annoying orange COvEr bY
DESIgn EDgE
ObservatiOns & OpiniOns
WWW.ANBMEDIA.COM
Christmas in July? Not for Me BY
BOB GLASER
A
s the holiday season draws closer, there will be many pundits predicting how much money shoppers will spend this holiday season and just how early they will start spending it. At this point, the industry has done all it can do to prepare and now we just have to wait to see how much consumers spend and what items they purchase. At this point, it’s anyone’s guess. In a recent article, a retail expert was quoted as saying he believed holiday sales will be up between 4–5 percent from a year ago. This consultant went on further to explain that in many surveys Americans say they will cut back on holiday spending but in reality they never do. Where do I sign for his prediction to be true? Another recent article stated that an extremely large percentage of Americans (about 82 percent) said they planned to spend less or the same as they did last year. The reason for this may seem obvious: consumers still feel that the economy will get worse before it gets better. Let’s not forget that a huge number of Americans are unemployed or under-employed. Pundits and predictions aside, here is my personal pet peeve about the changing of the seasons and the upcoming holidays. Retailers don’t let consumers enjoy the season we’re in before rushing us into the next one. Back-to-school TV ads start in July. Halloween merchandise is on shelves in August and it usually sits side-by-side with Christmas decorations. Sadly, Thanksgiving gets lost in the shuffle. By December 27 there will be Valentine’s Day candy and plush on shelves. Obviously, I understand the reason why retailers take this approach: the goal is to sell as much product as possible. However, does this strategy motivate shoppers to spend their dollars early? More importantly, does it motivate shoppers to continually spend throughout the entire holiday season? The answer, as we saw last holiday season, is no. Consumers have a holiday budget. Extending the season doesn’t extend the budget. As we saw last season if shoppers get started earlier in the season, they finish earlier in the season. Speaking personally, it frustrates me to see the seasons change so fast at retail. As my kids ease back into the routine of the school year, I think about closing my pool and the start of football season. I am still trying to hold onto those last few warm days of summer. I am certainly not thinking what to buy my family for Christmas. As most of the industry gathers in Dallas for this year’s Fall Toy Preview to begin work on next holiday season, here are a few stats to consider. The Toy Industry Association (TIA) says that the number of exhibitors for this year’s show is comparable with last year’s show. It is 227 this year compared to 229 last year. The square footage of exhibit space is up 6 percent. TIA signed a contract for Fall Toy Preview to be in Dallas in 2012. TIA will then evaluate the show—as it has done every year—to determine industry needs going forward.
8 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
PUBLISHED
BY ANB
MEDIA • Volume 6, Number 8
PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING MANAGER DONNA MOORE DONNA@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM CONTRIBUTING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR LAURIE LEAHEY LAURIE@ANBMEDIA.COM ASSISTANT EDITOR JENNIFER LYNCH JENNIFER@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTORS ANDREW DOBBIE; KATHLEEN MCHUGH; MATT NUCCIO, MATT@DESIGNEDGE.NET; TIA STAFF PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM ANB MEDIA, INC. 229 WEST 28TH STREET, SUITE 401, NEW YORK, N.Y. 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 Toys & Family EnTErTainmEnT is published eight times per year by aNb Media. Copyright 2011 aNb Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. Toys & Family EnTErTainmEnT and spEcialTy Emporium are registered trademarks of aNb Media. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of management.
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. LeapPad Explorer Learning Tablet
Star Wars LEGO
Beyblade Metal Fusion
Angry Birds Knock on Wood Game
Air Swimmers Remote Control Clownfish
Air Hogs HyperActives r/c spin Master Air swiMMers reMote control Flying sHArk or clownFisH william Mark corporation Angry Birds knock on wood gAMe Mattel Angry Birds plusH witH sound commonwealth BeyBlAde MetAl Fusion Hasbro cArs 2: die-cAst AssortMent Mattel
10 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
Lalaloopsy Doll
dAgedAr cepia lAlAloopsy doll AssortMent MgA entertainment leAppAd explorer leArning tABlet leapFrog lego stAr wArs AssortMent lego Monster HigH deAd tired doll AssortMent Mattel Monster HigH HydrAtion stAtion plAyset Mattel trAnsForMers: dArk oF tHe Moon AssortMent Hasbro
Specialty SizzlerS
Specialty Sizzlers: What’s Moving Off Store Shelves in the Specialty Market? TOYS & FAMILY ENTERTAINMENT continues its monthly poll of individual specialty retailers. Rather than polling retailers nationwide, this month we asked THE TOY BOX for its current top sellers. Listed below, in alphabetical order, are what consumers recently purchased in store at Liz Rosenberg’s Amherst, Mass., location as well as online at AMHERSTTOYBOX.COM.
A
TO
Z MAGNATAB
•
KID-O
“A tactile and educational sensation, little kids to grown-ups cannot put these down,” says Liz Rosenberg of The Toy Box. “It is an ageless phenomenon.”
BILIBO
•
KID-O
“This is a consistent great seller,” she says. “It sparks a child’s imagination like no other toy. Or just sit inside and spin until your heart’s content!”
CALICO CRITTERS
•
INTERNATIONAL PLAYTHINGS
“This line is making a surprising comeback,” she says. Nanoblock Giraffe
LAURI’S TALL-STACKER PEGS
•
PATCH PRODUCTS
“This is our favorite 2 and up item in the store,” she says. “It is ideal for cooperative play for kids of various ages.”
MOGO CHARM BRACELETS
•
MOGO DESIGN, INC.
“Fabulous fashion and individuality,” says Rosenberg. “This is the best charm bracelet for kids ever.”
NANOBLOCK
•
Calico Critters
OHIO ART
“This is great for the higher-level building enthusiast,” she says. “The little packs fly off the shelves.”
STOMP ROCKET “Of course!” she says. 12 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
•
D&L COMPANY
The TICKeR
A Recap of Industry Headlines For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Blasts The symbol to the left is a special type of bar code called a QR code. If you have a QR code app installed on your smartphone (there are many free versions available), snapping a picture of the code to the left will direct your phone’s internet browser to www.aNbMedIa.coM where you can read the latest industry news, sign up for free weekly news blasts, access the content of Toys & Family EnTErTainmEnT, and much more.
Buffalo Games l aunches Play l aBoratory Buffalo Games announced the launch of its first-ever Play Laboratory, created to give people with a vested interest in games the chance to test new game concepts and to increase the efficiency of the product design cycle. Game Testers may be asked to attend a play test upwards of three to five times a year at the company’s headquarters in Buffalo, New York. Interested game testers can visit the company’s website and sign up under the Play Laboratory section (buffalogames.com/playlab). Testers must be at least 18 to play or 14-yearsold with the supervision of a guardian.
mind candy enters the music Business Mind Candy, creators of Moshi Monsters, will launch its own music label to back its characters’ musical exploits. The label is a result of the success of Lady Goo Goo, heroine of the Moshi Monsters. Lady Goo Goo’s debut single “The Moshi Dance” is now available for download on iTunes. The label is also working with other tongue-in-cheek acts such as Dustbin Beaver, 49 Pence, Broccoli Spears, Hairosniff, and Avril Le Scream, from whom future releases are expected. A Moshi Music album is planned for release later this year.
mary meyer exPands deal distriButes rhino’s oBall
with
taGGies;
Mary Meyer is taking over manufacturing and distribution of products formally made by Taggies, Inc., in the specialty retail channel, effective immediately. Mary Meyer will manufacture and distribute the Taggies balls and memory and photo cubes to specialty retailers. These items include Toss the Taggies, Taggies Colours Toss, Taggies Treasures, Taggies Colours Treasures, Touchdown Taggies Football, and the Homerun Taggies Baseball. Mary Meyer has also been named the specialty retail distributor for Rhino Toys, maker of Oball, effective immediately. The Oball series includes an assortment of balls in different sizes, designed to provide innovative, tactile, and high-performance play.
14 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
The TICKeR
A Recap of Industry Headlines For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Blasts
Power rangers enters L atin america MarVista Entertainment, the exclusive international TV distributor for Saban Brands’ new Power Rangers Samurai and classic Power Rangers series, finalized terrestrial television licensing agreements for the property with top broadcasters throughout Latin America through the company’s distribution alliance with Snap TV of Argentina. The new broadcast partners include Peru’s America TV; Ecuador’s TCTV; Panama’s Corp. Medcom Panama; Paraguay’s Telefuturo; Bolivia’s Unitel; Nicaragua’s Intrasas TV; and Uruguay’s Monte Carlo TV.
Fisher-Price, sherwin-wiLLiams team For DigitaL room Décor tooL Fisher-Price and Sherwin-Williams have teamed up to develop an innovative, online solution for nursery design called Room to Bloom as part of the redesigned Fisher-Price Baby Gear site for expectant parents. The online design tool (found at www.fisherprice.com/roomtobloom) helps consumers choose nursery fashions and coordinating paint colors and wall patterns. Fisher-Price will be making additional Baby Gear business announcements in the coming months.
16 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
ENTERTAINMENT MARKETPLACE
CLASSIC MEDIA BY LAURIE LEAHEY
I
n 1984, Voltron: Defender of the Universe debuted and soon jumped off TV screens and onto toy shelves. The series followed a team of young pilots whose vehicles joined together to form a giant super robot with which they defended the galaxy from evil. More than two decades later, the story continues with a new class of recruits joining forces with the original team to fight evil by forming Voltron, the legendary super robot. Produced by World Events Productions, Kickstart Productions, and Classic Media, Voltron Force debuted as a 90-minute movie, Voltron Force: New Defenders Trilogy, on June 16 on Nicktoons in the U.S. According to Classic Media, the show set a new record as the network’s highest-rated series premiere ever with kid, tween, and boy demographics. It was the first original franchise-related television content in ten years. Voltron Force is scheduled to launch in 2012 with key broadcasters worldwide. Classic Media is rolling out a twoin-one consumer products program. One part of the program is for classic Voltron, to reintroduce the brand to a new generation. The second part of the program focuses on the new Voltron Force property. Mattel is master toy partner and launched a classic Voltron toy line this summer. New Voltron Force toys are scheduled to roll out in the U.S. for backto-school 2012. THQ, master gaming partner, launched avatars on Xbox Live,
18 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
and a classic Voltron game is scheduled for release this fall. Other licensees include The Bentex Group, Inc., for Tshirts, tops, swimwear, and sleepwear via its Extreme Concepts and Dreamwave divisions; Rubie’s for costumes; VIZ
NEED TO KNOW • Grammy Awardwinning producer and artist Swizz Beatz created and performed the Voltron Force theme song.
above: an image of classic Voltron below: the new team from the Voltron Force animated series
• The Nicktoons online game Voltron Force: Ultimate Victory has had more than two million game plays since its launch this summer. • In 2007, Reebok released a line of collectible Voltron sneakers, with a followup series in 2008.
Media for kid’s graphic novels based on Voltron Force; and Trends International for posters. Through the new animated series and dual-property licensing efforts, Voltron is being re-imagined for a new generation and brought back for fans of the 1980s original.
• Voltron: The Third Dimension won a Daytime Emmy in 1988.
VIVENDI
MATTEL
THQ
Two new DVDs from Vivendi feature episodes from the classic Voltron series. Voltron: The Legend Begins was released on August 16. It tells the story of space explorers Keith, Lance, Sven, Hunk, and Pidge who are searching for the keys to five mythical robot lions that combine to form the mighty robot Voltron. On November 26, Voltron: The Final Battle hits shelves with episodes featuring Voltron’s most difficult challenges, culminating in the final galactic battle of season one.
Mattel is developing a new line of Voltron toys for adult fans who grew up with the popular 1980s series, as well as a new generation of Voltron Force fans. The classic toy line includes the Blazing Sword Voltron action figure (shown). Toys based on Voltron Force will hit shelves next year.
As master gaming partner, THQ will produce games based on the Voltron franchise. Voltron: Defender of the Universe is scheduled for release this month on Xbox Live Arcade and PlayStation Network. Clips from the original animated television series are interwoven throughout the game. Players will select a Lion based on a number of strengths, resistances, and elemental attacks that they use to battle fierce Robeasts and a number of other familiar adversaries.
Blazing Sword Voltron
a Voltron avatar from the Xbox Live Arcade
VIZ MEDIA VIZ Media’s VIZ Kids will produce and distribute original graphic novels based on the Voltron Force series. The books will be available in spring 2012.
FIFTH SUN
TRENDS INTERNATIONAL
Fifth Sun is producing a variety of Tshirts for both men and juniors based on Voltron: Defender of the Universe.
Trends International signed on to produce Voltron posters. Shown is a poster with imagery from the classic Voltron property.
OCTOBER 2011 TOYS & FAMILY ENTERTAINMENT 19
Industry Forum
Trend Tracking Gets a Jump Start at Fall Toy Preview BY
TIA STAFF
E
ach year at Toy Fair, the Toy Industry Association (TIA) unveils the hottest toy trends of the year, identified from among the 100,000-plus products on display at the February show. But did you know that TIA actually starts scouting trends months in advance, beginning as early as Fall Toy Preview? Just as buyers flock to Dallas to meet with vendors 12–15 months in advance of in-store delivery, TIA trendspotters kick off their long-lead trend tracking, holding one-on-one appointments with exhibitors on-site at the Dallas Market Center—and this year is no exception. “Our public relations team is currently in Dallas holding meetings with companies that are showcasing their most innovative new toys and games,” says Stacy Leistner, vice-president of strategic communications at TIA. “At last year’s Fall Toy Preview, we saw new products under embargo that ultimately established the top trends unveiled at Toy Fair and were seen on store shelves all year long.” According to Leistner, this past year’s trends will continue to hold strong well into the holiday 2011 shopping season including: • Performance Play: These are active play products that have kids
20 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
up and moving or incorporate a competitive angle. • Design, Discover, anD learn: Appealing to tomorrow’s artists, scientists, and writers, toys that fall under this category incorporate fun into the learning process. • simPly social: These are all-play games that encourage teamwork and roleplay toys that build selfesteem and teach children important lifelong values. • cent-sational: These are affordable toys that provide immense play value, which are perfect for birthday party goodie bags, birthday party gifts, small rewards, or simply a fun impulse buy. “These trends have remained relevant, largely because toys within each category target every type of child and reflect exciting advancements being made across other industries, such as technology and science,” says Adrienne Appell, trend expert at TIA. “We’re really looking forward to seeing what fresh new products and trends will emerge in 2012.” TIA’s product trackers do their best to relate the world of toys to sociological factors—from politics and the economy to medicine and education—to truly grasp the future of childhood, toys, and play. The Aspirational trend named by TIA in
2010, which centered on encouraging young people to be socially responsible citizens, was enhanced in this year’s Simply Social trend, signifying a societal shift from neoliberalism to teamwork in order to achieve altruistic goals. To ensure that new products are seen by the media—and ultimately, by shoppers—companies are encouraged to reach out to TIA’s public relations team as trend experts begin collecting data to determine the hot toys and trends of 2012. “We’ll do our best to accommodate last-minute requests for product previews at Fall Toy Preview,” says Appell. But for companies that are unable to catch up with TIA’s public relations team at this week’s show, Appell encourages them to be in touch with TIA during the holiday shopping season. Preference for preview appointments and media opportunities is given to TIA members; meetings can be booked through Adrienne Appell at (646) 520–4863 or via email at aappell@toyassociation.org.
Industry Forum
NOT-SO-RANDOM ACTS OF KINDNESS: CHARITABLE M H , ASTRA GIVING CAN BE GOOD FOR BUSINESS K BY
G
ifts are on everyone’s mind during the holiday season. Independent toy store owners who are members of the American Specialty Toy Retailing Association (ASTRA) depend on a healthy level of giving in their communities for a profitable fourth quarter. As do other organizations in t o w n — n a m e l y, nonprofits that rely on voluntary gifts to support their work. Charities that serve families and young children may be likely to target the local toy store for a donation of cash or products. How should your store respond? While charitable giving is ultimately a very personal decision for each retailer, it can be good business to affiliate your store to a nonprofit through a well-crafted giving program. It generates goodwill, builds awareness of your store, and, most importantly, it helps those in need. In the longer term, you should consider developing a clear charitable giving policy for your store that is easy for your community and employees to understand—one that would include your level of annual giving, what types of organizations you support, how decisions are made, etc. In the short term, it’s not too late to think about adding a simple charitable component to this year’s holiday season. Here are a few ideas:
22 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
ATHLEEN
• Choose a Charity strategiCally. Rather than entertain requests that you have to spend time evaluating, proactively choose a charity. A strategic choice would be one that serves children and families (preschools or childcare centers) or one with the potential to generate media coverage. Simply call the executive director of the organization to discuss how you might work together. As part of the deal, don’t be afraid to ask the organization to publicize your store’s giving to their constituencies (think parents), the media, and the blogosphere. You want your gift(s) to be tax deductible, so check with your accountant on what documentation you need from the organization to ensure that it is a nonprofit. • Make it Meaningful. Many ASTRA retailers are using ASTRA’s Neighborhood Toy Store Day (to be held on November 12) as a platform for their year-end charitable activities. While the most common model involves donating a portion of the day’s sales to the designated charity or conducting a canned food drive—simple and easy for busy store owners to implement—some ASTRA members have found ways to make their charitable giving especially meaningful to children and reflective of their community’s needs. For example, Little Things Toy Store in Brooklyn, N.Y., invited neighborhood children to make a donation to help replace tornado-damaged trees in a local park—and the store matched every donation plus gave each child a small toy as a thank you gift. • PubliCize your Plan and aCtions. Let your customers know about your charitable giving via all the usual channels,
C UGH
including Facebook, Twitter, and Foursquare plus posting on your website, including in your newsletters, etc. • Create a Media-worthy event. Your charity tie-in can be a route to media coverage during the holiday season. Last year’s Neighborhood Toy Store Day generated valuable coverage—the kind you cannot buy—for some ASTRA members who showed their trademark ingenuity in designing an event. For example, CR Toys in Kearney, Neb., got television and radio coverage for its Neighborhood Toy Store Day charitable efforts. Store staff put $2 in a box sitting on the counter for every $10 a customer spent. Standing by and representing Toys for Tots were three Marines in full uniform, who collected toy donations from shoppers in the store and “spent” the money in the box (approximately 20 percent of the day’s proceeds) on select toys for Toys for Tots. Remember, for use in promoting your event to the media, ASTRA members can download free press release templates at www.astratoy.org. Log in, go to Membership Programs, and click on Neighborhood Toy Store Day. However you structure your charitable outreach this season, remember that a little effort can go a long way in establishing your store as an exemplary corporate citizen in your community. It’s good business, and it can make you, your staff, and your customers feel great at the same time. Kathleen McHugh is president of the American Specialty Toy Retailing Association. Visit www.astratoy.org.
Industry Forum
Toys: safe BuT NoT always fuN BY
MATT NUCCIO, DESIGN EGDE
T
his week we celebrated my son’s fourth birthday and along with all the birthday wishes came a ton of toys. The next day was spent unpacking and assembling them. The packaging was top notch. The parts stayed in place as if welded there with an iron. And almost every package had a large call-out logo stating “safety assured,” “safety inspected,” etc. Every item sold adults on the concept that what they are buying the child is fun and safe. There are no sharp points, no ingestion fears, no lead in the paint, and no harmful plastic additives. With each package I opened, my son’s eyes lit up and his little brother’s eyes lit up behind him. As I assembled each “fun toy” I noticed that the quality of the molded parts was excellent. The edges soft and
Have extra inventory?
24 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
curved, the colors outstanding. The only negative was that the parts were engineered for the utmost safety—as they should be—but most of the toys failed miserably in many other areas. The first was in the assembly. Parts did not always fit together. Parts easily fell apart because the “snap fits” were improper and badly engineered. No child should be frustrated by a toy that fails to work as it is pictured on the beautifully designed graphics. The second issue is play value. TV and store ads promise fun, fun, fun, and yet many times what is actually delivered is frustration. Many items have too many useless or non-labeled parts. I call it the “what’s this syndrome?” Then there are all the “small parts.” That may be a cheap way of adding play value but the parts get lost quickly. Mechanisms that don’t hold up only confuse a child that expects the toy to light up, speed along, swing open, or talk as promised. But quality assurance seems to
Donate it to K.I.D.S.
Your excess product can put smiles on faces!
only relate to safety. It often ignores the quality of play performance. Yet isn’t that what a toy is supposed to provide? Of course, this is not the case with all toys but it happens enough that it’s frustrating for both parent and child. Perhaps the issue is that so much time is spent on safety that the clock runs out on the item’s play value. A toy that fails a safety test gets recalled; if it fails in performance, it just gets tossed into the family’s garbage pail. As both a parent and someone who works in the toy industry, it’s obvious what issue the manufacturer is going to focus on. But I think the time has come to spend as much time on play value as we do on safety. As toy professionals isn’t that what we are promising? Let’s not just pay lip service to it. I think it’s a goal we can achieve. Design Edge is a New York-based graphic design and research development studio. Matt Nuccio can be reached at (516) 377–0500 or at matt@designedge.net.
Poverty is a disaster that happens every day, but K.I.D.S. brings hope to 4.5 million children and their families every year. Donating your excess apparel, shoes, toys, books and juvenile products can provide your company with a generous tax deduction and replace despair with dignity. Fill out the donation form online at www.KIDSdonations.org or call 1-800-266-3314.
Industry Forum
Letter from Europe
A
BY
ANDREW DOBBIE
t the time of this writing
will continue to be so until they all speak
stellation should provide scope to develop
global stock markets are
English, or perhaps Chinese!), it is neverthe-
European sales of the infant brands.
in turmoil and there are
less an advantage for toy companies to have
There are several companies actively
violent riots happening in
a network of subsidiary sales offices in
building European networks. Spin Master
the
of
major countries. The main reason is that it
already has offices in the UK, France, and
London. The domino effect of successive
gives them a much stronger negotiating posi-
Germany, as does the UK company Vivid
financial meltdowns in Greece, Ireland,
tion to pitch global licenses or to gain the
Imaginations. The European manufacturers
Portugal, and Italy is causing the frail
sales rights for hot toys whose manufacturers
LEGO, Playmobil, Simba, Ravensburger,
recovery of economic growth, as well as
don’t have their own network. The only
Giochi Preziosi, and Schleich also each have
consumer confidence, to stall. An immedi-
North American toy companies which have
subsidiaries in at least four countries.
ate result for the toy business is that
an extensive European network of sub-
These days, “Europe” has a somewhat
buyers are getting cold feet and, from
sidiaries are Mattel, Hasbro, MEGA Brands,
fuzzy definition. Turkey is applying to be a
what I am hearing, are canceling
and RC2/Learning Curve (now TOMY).
member of the EU, and Israel somehow man-
poor
suburbs
The prime driver of TOMY’s desire to
ages to rewrite the geography I learned in
As always, within the overall toy
acquire RC2 was the synergy in North
school and compete in the Eurovision Song
market there are big winners and heavy
America, where TOMY has struggled since
Contest. If we include the former communist
losers. LEGO continues its seemingly
the 1980s. It may surprise readers to know
countries of Eastern Europe, plus Russia and
unstoppable growth since its nadir in 2003. In
that in 1980 TOMY had U.S. sales of $150
Turkey, it is clear that there is still huge
Germany its marketshare is now 14 percent.
million, and in the same year Hasbro’s glob-
growth potential in the toy markets in this
LEGO’s global annual sales are currently
al sales were $80 million. Hasbro’s rapid
part of the world. The populations in those
around the $3 billion level. The next biggest
growth in the succeeding years was driven
regions are young and will provide scope for
toy supplier in Germany is now Hasbro, at
primarily by acquisition. Interestingly, two
growth of U.S. toy companies with an inter-
just over 7 percent. This is a major turn-
of the stars in the Hasbro range are licenses
national presence. Of course it is also possi-
around because for many years Hasbro
from TOMY. The Transformers contract is in
ble that these countries will spawn new man-
Germany had sales not much more than half
perpetuity, provided that Hasbro continues
ufacturers, which themselves will start
of Mattel Germany. Hasbro’s growth in
to pay a modest annual guarantee. But
exporting to the U.S. I am talking in this con-
Germany is due to improved management as
Beyblade could be taken back by TOMY,
text about building and marketing brands,
well as to Beyblade, which is a property on
which must be tempting for them to do at the
not just producing product in a factory, which
fire. But Nerf is now selling well despite the
next relaunch. TOMY’s due diligence on the
can be done anywhere. Since success interna-
orders for the holiday season.
perceived wisdom that nothing resembling a
acquisition also established that RC2 Europe
tionally requires the creation of inventive and
gun will sell in the German market. It seems
is well run and profitable. In the reorganiza-
distinctive product, and also marketing skills
that the preferences of boys is finally over-
tion they have given RC2 management the
that take years to acquire, it is likely to take
coming the prejudices of buyers and parents.
control of Europe. Combined European sales
years if not decades before the emerging
Playmobil continues to be one of the
of $200 million will give them a critical
economies develop the intellectual where-
biggest players in the German and French mar-
mass to develop business in various cate-
withal to challenge the toy brands created in the U.S., Japan, and western Europe.
kets, almost as big as Mattel and Hasbro. It
gories, which have since been neglected, and
does so while holding fast to the owner’s rigor-
to invest more in local product development,
ous principles of high quality and no licensing.
which has always been a problem area for a
Andrew Dobbie, founder and managing direc-
Although European Union member com-
Tokyo-based company trying to sell in
tor of Gameplan Europe, can be reached at
panies have to be managed separately (and
Europe and North America. The new con-
andrew@gameplaneurope.com.
26 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
Merchandise Makers
: Having a Ball witH innovation BY JENNIFER LYNCH
K
ids II is a company that defines itself by innovation. Constantly evolving from its origins as infant product specialists 20 years ago, this year alone Kids II has taken on two new brands and a new category in a growing international market. The company began under the name Pansey Ellen Products in 1969, when it patented the first foam bath cushions to prevent babies from slipping in the tub. But it wasn’t until the early ’90s that the company reorganized and began to take root. By 1993, the company had segued into infant development toys with a more recognizable name for toys and a new brand (Bright Starts) that has become a cornerstone to its business. The first Bright Starts products were limited to a line of red, white, and black toys for infant stimulation. “There was a lot of research that went into it, and the Bright Starts’ name really encompassed that whole research philosophy of stimulating a child,” says Ryan Gunnigle, Kids II CEO. “Over the years, it’s just grown from there.” Using high-contrast colors for infant stimulation was an emerging concept at the time, but the idea of researching the benefits of its products and educating consumers about those the benefits has become a key component to the way Kids II does business. “I think if you do a great job of providing information to new moms, who are very eager to learn and absorb a lot of material, you can really convey the product innovation,” Gunnigle says. “And once consumers have a great experience, it keeps the brand front-of-
28 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
Above: Get Rollin’ Activity Table from Bright Starts’ Having A Ball toddler toy line Below: Giggables
mind the next time they go into the stores.” In addition to focus groups and in-home studies, Kids II utilizes its Generation Mom online network to get ideas on the needs that parents have today. From here, Kids II is able to gain faster product feedback and test new ideas. International feedback has also become critical to ensure its products work for all markets, not just in the U.S. Feedback is one reason Kids II expanded into toddler toys this year with the launch of its Having A Ball line under Bright Starts. “We found that a lot of consumers had had great experiences with the Bright Starts brand for their child at 0–12 months, so it was only natural as those consumers moved to the toy department that Bright Starts go with them,” Gunnigle says. Plans for Having A Ball began two years ago by assembling a team of toddler toy experts and working with retail
partners to gauge what wasn’t being met in the category. “We got some direction from a product development standpoint and a style standpoint,” he says. “Artwork was discussed in terms of what the essence of Bright Starts was and how it fit into the toy department. Now, we’re finally seeing the result of all that effort.” The line currently includes seven products, with plans to launch another six products by 2012. Kids II also acquired Taggies and Rhino Toys this year, which will expose both brands to the larger international market while adding untapped products to Kids II’s portfolio. “With Bright Starts, we have a lot of fun, innovative toys; with Baby Einstein, it pushes the learning aspect through imagery,” Gunnigle says. “Whereas Taggies is about the soothing and the [emotional intelligence] EQ. It’s such a different angle that hasn’t been represented really well in the toy department.” Likewise, Kids II hopes to use the technology of Rhino Toys’ Oball, an easy-togrip ball aiding in infant tactile development, as its first foray into the traditional toy category alongside Having A Ball. With all its brands (Bright Starts, Comfort Harmony, InGenuity, Taggies, and Rhino Toys), Kids II has many new offerings on the way, including four new styles of its Giggables line in 2012. But even with its expansion, Kids II maintains a start-up mentality essential for future innovation. “What’s really fun about Kids II being privately held is there’s not a lot of over analysis going on,” Gunnigle says. “It’s a fun, collaborative environment open for ideas and we’re eager to keep chasing that business.”
NASCAR BY
AND
SPIN MASTER TAKE
THE
WHEEL
NANCY LOMBARDI
N
ascar is back on track with its licensing program and and relevant to our sport and will be products that our young fans can spin Master is in the driver’s seat. Nascar, the quintes- connect with in a fun and creative way,” said Davidson in a statement sential american brand, has transformed its licensing issued in June when the deal was announced. “We are excited about what business for a smoother working relationship with really is a new era beginning for Nascar and the role spin Master will play in helping us to reach new Nascar fans at an early age.” licensees and is now aggressively going after the 1. spin Master will introduce some items in January 2012 to kick off youth market to develop the fan of tomorrow. the program but the key items will be on shelf for Q4 2012. Looking back just a few years ago, Nascar listened to its partners and changed its “We saw the opportunity to take the toy product approach to the licensing business. “We took to a place that it’s never been before,” says craig the step of consolidating some of the major sims, vice-president of global licensing at spin licensing rights including toys,” says Blake Master. “It is a great kids’ brand. Kids may not be Davidson, vice-president, Nascar licensing fans of a certain driver but if you put it in the conand consumer products and board member of text of cool, fast cars for kids, it opens up the N ascar Team Properties. “We formed opportunities of things you can do for toys. It Nascar Team Properties.” becomes more than track racing,” he says. Nascar Team Properties is a trust that will Nascar is giving spin Master leeway with its 2. serve as a centralized licensing agency for the development, according to sims. sims, who has 3. worked in partnership with Nascar in the past sport, operating as a one-stop shop for with previous companies, says that “one of the licensees, according to Nascar. It says a key difference from other previously established previous challenges on the toy side was different league-licensing divisions is that revenue will be companies were doing different things. There distributed to the teams based on sales and not a was no common template for how things were revenue-share agreement. Nascar Team presented from a Nascar or driver standpoint,” 1. The 1:64-scale die-cast replica car features Properties will hold the rights and grant licenses, he says. “It wasn’t all shelved together and it accurate scaling. The line features the top names and which will now encompass team, driver, and was a bit of a mishmash. Now in combining it sponsors in NASCAR. 2. The front wheels rotate and turn in this Pullback Vehicle featuring fan favorites. Nascar marks under the umbrella of Nascar all into one place, we can do some cool stuff.” 3. The 1:64-scale Collector Hauler features accurate Team Properties. In the past, licensees had to spin Master has created collector product, scaling with authentic tribute graphics. negotiate a variety of separate deals to receive kid product, and radio control, and it’s all access to these rights, making it a confusing and arduous process. brought together with a cohesive look, sims says. From there Nascar made a concerted effort to clean the marketplace of “We are launching with a tight line and leaning more on the collector products before it starts with a fresh mix. side than the toy side for spring,” he says. The items launching in fall 2012 “The last product that was probably seen in the marketplace was stan- will have more of spin Master’s innovative touch, according to sims. dard die-cast in 2010,” says Davidson. “There hasn’t been anything out “TV ads will run in the fall around the toy products,” sims says. “There there. We are trying to create demand and we wanted the new product to hasn’t been a whole lot of TV on Nascar-specific items in a long time.” spin Master is working with Walmart, Target, and Toys “r” Us for merbe different than anything that was there before.” Enter spin Master. The toy company signed a multi-year agreement, chandising and promotional programs to support Nascar. “We are looking to identify the fan of tomorrow—those that will be which was announced in June, that gives spin Master the exclusive licensing rights for Nascar-branded toy categories including replica vehicles, consuming the sport,” sims says. playsets, action figures, remote control items, and much more. The line spin Master says it will be an integral part of Nascar’s plan to engage the fan of tomorrow. Both companies are working hard to once again make will be sold in the mass market as well as specialty retailers nationwide. “The Nascar products that spin Master will produce will be original Nascar No. 1 with kids and retailers.
30 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
THE WINX CLUB DEBUTS BY
ON
NICKELODEON, TOYS
FROM JAKKS
NANCY LOMBARDI
T
he Winx Club, a property that has been a hit in Italy for many years, is poised to make a splash on Nickelodeon with Jakks Pacific as the master toy licensee. Earlier this year, Viacom announced that it acquired a minority stake in Rainbow Group, the privately owned kids animation and consumer products company based in Italy. Taking a step back even further, in 2010 Viacom’s Nickelodeon announced a global content-based partnership with Rainbow for The Winx Club. As part of that agreement, Nickelodeon signed TV rights for The Winx Club in the U.S. and pay-TV rights for Latin America, Canada, the United Kingdom, Australia, New Zealand, and Benelux. The partnership includes the co-development and co-production of seasons five and six of the series and provides Nickelodeon with access to the existing series and two theatrical films. Nickelodeon has already begun airing monthly specials, which are derived from the first two seasons of the Italian series. The four specials include state-ofthe-art visual effects and feature the voices of Nickelodeon stars playing additional friends of the original Winx Club characters. These friends include Keke Palmer from True Jackson, VP who voices Aisha. Elizabeth Gillies of Victorious voices Daphne. Ariana Grande from Victorious voices Diaspro. Matt Shively from True Jackson, VP voices Skye. Molly Quinn from ABC’s Castle voices Bloom. Cymphonique Miller from Nickelodeon’s
The Winx Club characters from left to right are Stella, Flora, Bloom, Musa, and Tecna. Aisha, the sixth character, is not pictured.
How to Rock will perform the show’s theme song, “Winx You’re Magic Now.” The four specials will air monthly this fall followed by a weekly series of The Winx Club’s retooled season three and four, both featuring Nickelodeon’s voice talent. Meanwhile, Nickelodeon and Rainbow are in production on 52 new episodes of 2-D/CG-animated seasons five and six, which are scheduled to air in 2012. In June, Nickelodeon announced that it signed Jakks Pacific for a multi-territory master toy licensing agreement to manufacture, distribute, and market an extensive line of products based on The Winx Club. The agreement covers the U.S., Canada, the United Kingdom, Australia, New Zealand, Chile, Colombia, Ecuador, Mexico, Panama, Peru, and Venezuela. Although Jakks was not able to offer
32 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
specifics on the line at this time, it did say that the launch of the property is a company-wide initiative spanning all Jakks’ divisions with the sweet spot of the product line expected to target girls ages 5–7. The line is expected to be on shelves in fall 2012. Last month, Nickelodeon announced that Jay Franco and Sons was granted a license for bedding, beach towels, and decorative bath collections. As of press time no additional licensees have been announced but Nickelodeon says that more deals are expected to be announced shortly. Many in the industry will remember that The Winx Club, a top-seller in Italy as well as in the rest of Europe, was on the market in the U.S. through Mattel a few years ago while the series aired on 4Kids TV. However, this property will certainly be a new experience to today’s girls who will be engaged with a property that features the power of Nickelodeon and Jakks Pacific.
T OY I NDUSTRY C ONFRONTS C HALLENGES A S I T E NTERS H OLIDAY 2011 AND INTO 2012 BY
CHRIS ADAMS
H
eading into the Fall Toy Preview, the toy industry is facing the same challenges its had since the economy went south. After a flat holiday 2010, recent talk of a double-dip recession and ongoing economic uncertainty has ensured that consumer confidence has remained low, which means holiday 2011 will be challenging for the toy industry at large. Toys & Family EnTErTainmEnT spoke with leading industry executives to get a read on what the toy-selling marketplace looks like as we enter holiday 2011 and move into 2012. Below, in alphabetical order, is what they had to say.
FrAnk Adler, PresidenT, Uncle MilTon indUsTries WeAk
econoMic nUM-
value—and, of course, it’s a brand that goes back generations and ranks very high as a brand consumers trust. This will continue into the fall, not only with nat geo, but with nat geo Wild where we can “get Wild!” with the brand. complementing this, we will be introducing a line of new John deere-licensed learning and discovery products for fall 2012. We are embracing what this brand means from a consumer product standpoint and adding new elements of fun, learning, and exploration. Also, we will have new star Wars science products for spring to coincide with the February theatrical release of Episode 1: The Phantom menace in 3-d, as well as other star Wars science products in store for fall. This property is still growing year after year at retail. no one ever seems to say no to star Wars, even in a down economy.
ing oF A doUBle - diP
hoW
Will This inFlUence hoW
Uncle MilTon APProAches 2012? The consumers will still be there, but more than ever they’re looking for value, brands they can trust, and product appeal. i kind of equate it to the desire for comfort food. To this end, we have a strong new license, national geographic, that is debuting this spring. it’s a line of outdoor exploration products hitting great price points, creating tremendous, long-lasting play
ginA BeeBe,
senior vice-PresidenT, girls MArkeTing, PlAyMATes The
econoMy
hAs
BegUn shoWing signs
As We APProAch The FoUrTh qUArTer, WhAT is The Toy-selling cliMATe AT reTAil?
Bers hAve soMe TAlkrecession.
consumers are always going to buy for their kids before themselves. The trick is giving them just the right trigger points to commit to the purchase. As for our approach, we are not pulling back on our commitment to innovation in our product offerings. Where many manufacturers are pulling back, we’re actually accelerating the support of our brand with more than 40 new products slated for 2012. We feel the right brands at the right price points with the right product appeals to the consumer and will continue to work in the marketplace.
oF
WeAkening
AgAin.
hoW
is
once This
inFlUencing consUMer
consumers are still going after big value and retailers are attempting to manage inventory levels to make way for the fourth quarter drivers that consumers want. our new Fireworks light show looks to be a real winner as early sales are great. This is something that both boys and girls really seem to want. We’ve kept most of our price points under $30 because we’re concerned about anything over that. AMid A loT oF TAlk ABoUT dooM And glooM, Where do yoU see oPPorTUniTies AT reTAil?
34 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
conFidence And hoW Willing Are They To sPend Money in The Toy Aisle?
yes, the news in a recent Bloomberg report does not paint a pretty picture with consumer confidence at its lowest level in more than two years. Poor home sales, foreclosures, and unemployment hovering at nine percent all point toward a downward direction. however, history has shown the toy industry to be recession-proof. i believe
parents will do without for themselves to make sure their children experience a happy and memorable birthday or holiday. Anecdotally, growing up with six siblings, I know my parents made sure each of us received our most-desired toy for Christmas even if it meant they had to do without something for themselves. I believe this caring parental behavior is the same today and helps our industry’s stability. Our industry seems to stay stable when other consumer products categories decline during difficult economic times. Year-end 2010 data for the [U.S.] toy industry indicated a two percent sales growth [according to The NPD Group], and 2011 looks to be flat to slightly up in revenue, but down in unit sales. WhAT WIll
IS YOUr OUTlOOk fOr
PlAYmATeS’
2012
AND hOW
PrODUCT OfferINGS AND
mArkeTING STrATeGIeS ADDreSS ThAT ClImATe?
from my perspective, 2012 will be exciting for Playmates Toys because we have some wonderful new products coming to market. Teenage mutant Ninja Turtles (TmNT) are relaunching with a new toy line along with a new animated TV series created by Nickelodeon. There is a huge TmNT fan base and today’s young dads, who loved these toys as boys, can now introduce them to their sons. Our girls’ toys offerings are focused on three key play categories. In large dolls, we are continuing with our hearts for hearts Girls dolls, which is a charitable doll and fashion collection that encourages girls to become agents of change in their communities, their countries, and around the world. We are bringing back Waterbabies, a line of water-filled baby dolls that was a brand from Playmates for 17 years and sold more than 14 million dolls. And, as with TmNT,
young moms today remember playing with Waterbabies when they were young. lastly, we partnered with Build-A-Bear Workshop and are introducing a line of mini-figures, fashions, and playsets featuring bears and friends. As with all toy manufacturers, we are facing challenges with rising material and labor costs. I’m already seeing higher retail prices on carry-forward product from spring, and I’m sure it’s due to the increase in factory costs that the manufacturers cannot absorb and must pass along to the retailers. The challenge for us will be to stay aware of what the consumer’s threshold is and what they’re willing to spend on toys. We must continue to deliver products that offer strong play value and stay within that consumer-spending threshold. With this in mind, we will employ marketing strategies that will drive awareness and demand in an efficient way in order to keep pricing affordable for the toy shopper. IN TODAY’S reTAIl ClImATe, WhAT Are reTAIlerS lOOkING fOr IN TermS Of SkU COUNT AND lICeNSeS? While working with the retailers, I’ve learned that the best approach is to listen closely to their suggestions and try to meet their needs. Obviously, they want us to deliver meaningful SkUs that will deliver a return on the shelf space. They want to keep the lines tight, but they also want to continue to keep assortments fresh with new SkUs, especially in the collectible category. In licensed toys, I believe the retailers want licenses that the consumer knows and have evergreen potential versus a quick in/out strategy. licenses like Teenage mutant Ninja Turtles, Build-A-Bear Workshop, and
36 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
Disney’s properties already have a built-in consumer awareness and history and offer immediate consumer recognition on the retail shelf. These evergreen brands should have retail longevity, which requires less license turnover. There will always be the big blockbuster movie properties and toy support for these movie licenses, but they tend to have a shorter shelf life.
STePheN BermAN, PreSIDeNT AND JAkkS PACIfIC
CeO,
JAkkS reCeNTlY ACqUIreD mOOSe mOUNTAIN. WhAT IS JAkkS’ OVerAll ACqUISITION STrATeGY? moose mountain is our 16th acquisition in 16 years—an exciting achievement for Jakks. We believe we have a successful acquisitions strategy. We look for companies that command excellent returns on invested capital and supplement organic growth by adding complementary product lines and licenses, expanding distribution in the U.S. and internationally, and strengthening our management team. The moose mountain portfolio of product lines adds to the breadth and depth of our own extensive portfolio. moose mountain brings tremendous experience and talent in designing and manufacturing distinctive product lines and we look forward to expanding our offerings into new product categories, including sports arcades, ride-ons, play tents, wagons, and more. Jakks is now in practically every
product category. Moose Mountain also has a number of desirable licenses including FisherPrice, Disney, Nickelodeon, Hasbro, and Kawasaki. The acquisition is expected to further enhance our future growth prospects.
cut well before the spending on toys for kids at holiday time. WHaT
are THe biggesT cHalleNges aND
oPPorTuNiTies For THe Toy iNDusTry as We aPProacH
WHaT is your ouTlooK For HoliDay 2011? HoW aND WHere Will coNsuMers be sHoPPiNg? The outlook for the holidays is very positive for Jakks Pacific. We have a very diverse product mix and expect several of our product lines to top “hot toys” wish lists, including our Disney Princess and Disney Fairies dolls, dress-up, and roleplay; the evergreen cabbage Patch Kids; a wide array of Pokémon toys; and the i am T-Pain Microphone. our spyNet electronic spy line has an exciting lineup for this season including the new generation of our spy Net Video Watch, which now features night-vision technology. The spy Net stealth Video glasses are real sunglasses that can secretly record video through the hidden built-in video camera. additional spy Net sKus will be hitting retail this fall. We have great titles for Plug it in & Play TV games including golden Tee golf, based on the popular arcade game, and cars 2 TV games. big buck Hunter Pro is an evergreen title with a safari version available this christmas. We have toys for kids of all ages—toys that are on-trend and also on-budget. We believe consumers will be shopping with value and budgets in mind this holiday season and the majority of our product offerings are priced at under $50, giving consumers a great selection of their favorite brands at a good value. in addition, the toy industry fares fairly well even in economic downturns as other consumer spending is
2012?
challenges persist, so we are actively managing our supply chain to minimize the impact of continuing labor shortages and cost pressures we are seeing from the factories in asia. We expect to have stable margins for the remainder of the year as a result of these efforts and by our continuing introduction of new higher-margin products. as for opportunities, in general, we are optimistic about the contributions being made by our broad range of products. in particular, we are excited about our first entry into the world of entertainment with the launch of our boys’ animated TV series and toy line, Monsuno. in addition to the toy sales, we will participate in other revenue streams such as broadcast and consumer products licensing.
JoHN FrascoTTi, global
cMo, Hasbro HoW Will oNgoiNg ecoNoMic WeaKNess iNFlueNce HoW Hasbro aPProacHes 2012?
We are aware of the challenging macro-economic conditions and the trends facing our consumers, and we will continue to remain very focused on delivering excellent value and quality at a variety of price points. We know that consumers are
38 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
being careful with how they spend their money, and, as a result, we are making sure that each and every one of our products delivers superior play value for the money. Fortunately for us, when people buy brands such as Transformers, Nerf, Playskool, and My little Pony, and games such as Monopoly, scrabble, game of life, Trivial Pursuit, and bop it, just to name a few, they know, from past experience, that they are a good investment and that their children and families will derive many hours of enjoyment from these brands. HoW iMPorTaNT is iT To HaVe eNTerTaiNMeNT DriViNg Toy ProPerTies? HoW Has THe Hub iNFlueNceD sales oF Hasbro Toys? entertainment in multiple formats, including television and movies, continues to capture children’s attention and are powerful motivators for purchase. Whether it’s a feature-length motion picture such as Transformers or Battleship; a television show like My Little Pony: Friendship Is Magic or Family Game Night; a Monopoly game on Facebook or the iPhone; or any other form of visual entertainment, these all provide unique opportunities for consumers to more deeply engage with brands they know and love. We know from our research that consumers expect and want to interact with their favorite brands in multiple formats, anytime and anywhere. The Hub, which launched on october 10, 2010, features several Hasbro studios-produced shows that have already captured a strong audience base and viewership that are driving retail sales. as the network continues to grow, we certainly expect these shows to continue to attract viewers and to drive increased consumption at retail.
Neil FriedmaN, presideNt,
toys “r” Us, U.s. What is the strategy behiNd trU opeNiNg NeW stores aNd
remodeliNg
others eveN iN the midst
oF a Weak
ecoNomy?
integrating toys “r” Us and babies “r” Us under one roof has been part of the company’s strategy for the past five years, and customers have embraced the enhanced shopping experience these stores offer. We will continue to open side-by-side stores and “r” superstores to provide customers with convenient, one-stop shopping destinations to fulfill the needs of children of all ages. by the end of 2011, we will have converted approximately 120 stores to the side-by-side format and will have opened more than 40 “r” superstores. through the execution of our integrated store strategy, we have updated many existing locations both inside and out, rendering them to new store status. concurrently, in some markets it has also allowed us to relocate older stores to new sites in the current center of retail activity in that area. What
are today’s coNsUmers lookiNg For
iN a toy retailer?
our customers look to us as the authority in the toy space and to deliver that in every way—from expert service to quality toys and unique finds. We also offer an unbeatable instock position and extremely important services to ensure a shopper can find the right product for the child in their lives. We continuously shop the world for our customers to
bring them the best and hottest international products that are not available at any other retailer in the U.s. parents rely on toys “r” Us to have the most in-demand toys when they want them, so they can see the joy on their kids’ faces on christmas morning. We believe we have a significant opportunity to leverage our in-store and online businesses together to create a seamless shopping experience for our customers, no matter their shopping preference. We’ve enhanced our omnichannel capabilities by expanding our “buy online, pick Up in-store” initiative to all toys “r” Us and babies “r” Us stores in the U.s. in addition, we introduced “Family and Friends pick Up” to this service, meaning mom can order online, and then have dad or grandma or someone else she designates pick up the item at the store for her. We have also implemented several new advancements in our mobile technology capabilities, such as coupon barcode scanning and a mobile messaging program, to provide shoppers with new ways to learn about and take advantage of our promotions by simply using their mobile devices.
season our customers will find thousands of new and exclusive toys and entire product lines, such as trash pack and air swimmers. plus, we offer unique specialty services, like Wish list, which takes the guesswork out of gift-giving. and, we remain focused on delivering quality, safe products and exceptional customer service. overall, we are excited about the many opportunities we see for toys “r” Us this christmas. and, as always, we have an aggressive marketing strategy planned, inclusive of deals and discounts every day leading up to christmas, and programs, such as layaway, to help our customers stretch their dollars and provide them with alternate ways to make purchases.
What
try as We move toWard
tim kilpiN,
execUtive vice-presideNt, mattel braNds What do yoU greatest
see as the
challeNges
aFFectiNg the toy iNdUsis yoUr oUtlook oN the toy retail aNd
holiday aNd 2012? What
positioNiNg
are some reasoNs For
laNdscape as We eNter holiday iNto
2012,
aNd hoW is
trU
2011
itselF iN that laNdscape?
optimism?
this is oUr time of year! the rest of the year is preseason for us—now is when we pull out all the stops. We were pleased with the sales momentum we achieved during the past five holiday seasons by focusing on our core strengths as a specialty retailer and by continuing to innovate in our product offerings. We continue to work closely with manufacturers throughout the year to provide customers with the hottest licenses, toys, games, and more based on kids’ interests. this christmas
the greatest challenge right now is the continuing impact of the global economic downturn. a stagnant job market, a cautious retail environment, and the inflationary cycle we see in our input costs make it tough. that being said, the toy industry typically performs better than most in times of economic uncertainty—parents and grandparents want to gift toys to children. For mattel, as we enter into the holiday selling season, the marketplace momentum is
40 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
ours, and the toy industry overall continues to hold up relatively well. I believe we have a lot of positive momentum across the Mattel Brands portfolio and we remain focused on growing the strength of our core brands, working to expand and leverage our international footprint, optimizing our entertainment partnerships, and creating new franchises. We have great innovation throughout the portfolio for boys and girls with items such as Barbie Hairtastic, Fijit Friends, UNO Roboto, and Hot Wheels Wall Tracks. Through research we know that consumers are willing to pay for innovation in brands they trust. Consumers today are wired, with information at their fingertips for what could potentially be the ideal gift—mobile is a fast-growing shopping tool as is the iPad. While there is definite growth in online shopping, the brick-andmortar business is holding its own as well. W HaT
INFlUeNCe
Has
THe
CONTINUed
gROWTH OF NeW MedIa Had ON yOUR MaRkeTINg sTRaTegIes?
It is definitely changing not only the way consumers engage with brands but also the way they shop. social media has changed the way we as marketers connect with older kids and our adult consumers who still have an emotional connection to our brands. It is the fastest-growing communications tool to directly engage and connect with them. We have seen firsthand how our fans can be our greatest ambassadors and advocates in the social space. at Mattel, we listen to our brand fans and use the information to make positive changes in how we talk to them. a great example is how we launched Monster High—first with webisodes, followed by a campaign specifically tailored to the medium with a youTube homepage
takeover on a Friday the 13th. We didn’t ignore traditional media, but we definitely took new media into consideration as a big part of our overall marketing campaign. It’s now the norm and finding the right balance is part science, part art.
eRIC levIN,
dIvIsION Head, TeCHNO sOURCe, a dIvIsION OF lF PROdUCTs THe
eCONOMy
Has
BegUN sHOWINg sIgNs OF WeakeNINg ONCe agaIN.
HOW
WHaT dOes THe TeCHNO sOURCe aCqUIsITION lI & FUNg MeaN FOR TeCHNO sOURCe?
By
WIll THIs aFFeCT
BUyINg PaTTeRNs as We eNTeR THe HOlIday sellINg seasON?
I think we can expect another year similar to last year. Consumers are still buying the top toys on their children’s holiday list, but the amount of impulse purchasing is down, and the depth of the must-have toys list is two or three items, and not five or six items. This puts continued pressure on manufacturers to make sure they have a solid marketing strategy in place to drive consumer demand. I don’t think it is about price; it is about considered purchase versus impulse purchase. eNTeRINg 2012, WHeRe dO THe OPPORTUNITIes lIe FOR TeCHNO sOURCe? For Techno source, our focus is on broadening our offerings in basic toys categories. We have always been about innovation and now we are applying this innovation to more mature categories such as puzzles, games, and preschool. In tougher economies, consumers seem to retreat to lower-risk purchase decisions. If
42 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
they are going to spend their hard-earned money, they want to be sure that they will get their money’s worth. and this tilts the scales toward more basic categories of toys—toys that they can really understand and relate to. It is a more difficult time to launch brand new play patterns, technologies, and gadgets. However, we firmly believe that we can create opportunity, category growth, and competitive advantage by adding innovation to tried-and-true play patterns. We believe this is a major opportunity.
Being a member of the li & Fung family provides us with resources and access far beyond what we had as an independent company. This will allow us to be a stronger partner to our retailers, licensors, inventors, and suppliers. We have an aggressive vision to grow, and the expertise and wherewithal to deliver on that vision. going into the Fall Toy Preview in dallas, we are excited to be able to talk to our retail partners about how, with the backing of li & Fung, we are poised to become a major supplier to the toy industry far beyond the scope of Techno source as an independent company. I believe it is a really good thing for the industry to have another really strong player it can rely on both over the short- and long-term.
JIM PRessMaN, PResIdeNT aNd CeO, PRessMaN TOy CORP. IN
TOday’s ReTaIl ClI-
mate, what are retailers looking for in terms of licenses?
we are finding that preschool properties offer the most opportunities for retailers today, along with tV licenses. Properties that offer an undercurrent of educational value also add to a property’s worth. there is ample room in today’s market for classic properties, such as scooby-Doo and hello kitty, as well as new licenses, such as Dinosaur train and tinga tinga. consumers are looking for games that offer social interaction with family and friends. in essence, they are looking for shared experiences that cannot be found on the internet or tV. whether it is kids playing with other kids, adults playing together, or parents playing with their children, a game needs to offer a communal experience. retailers are specifically looking to carve out their special niche within the market. many are lowering price points and adding value and special versions of games to create uniqueness within the game aisles. what
mark sulliVan,
executiVe Vice-PresiDent of marketing, sPin master what
is your out-
look
for
holiDay
2011?
how
anD
where
will
con-
sumers be shoPPing?
it looks like it could be shaping up to be another tough year for the economy and the overall toy industry. there will certainly be hot products and strong brands and properties that parents will find ways to purchase. however, with high unemployment and low consumer confidence, people may wait for last-minute bargains again this year. even people who aren’t in tough circumstances are concerned about the future. a lot of people have spent a bit more than they could afford in order to have happy children over the holidays. if you don’t know what the future holds, it’s harder to spend that money.
in many ways the same criteria hold true today as it always has for a game. a game needs to play well, be competitive, and create a social interaction between the players. we try to build different levels of play into our kids’ games so that the child can play the game for a number of years at a variety of different skill levels. traditional games such as rummikub and mastermind are always strong and can offer predictability and comfort, which are missing from so many other aspects of today’s unpredictable everyday life.
what influence has the continueD growth of new meDia haD on your marketing strategies?
is necessary for success in the toy
anD game aisle in this uncertain economy?
story helps you understand who the good guys and bad guys are and how to act out being the hero. in general, boys need more storyline to direct their play than girls do. boys may need a compelling story for their action figures and roleplay, while girls can use their imagination to play with their fashion dolls and baby dolls. lastly, the more familiar a toy is, the less explanation and story may be required. a boy knows how to push around a small car or zoom it across the room, but if the car has x-ray vision and transforms into a farm animal, you may need a little help from entertainment. while some categories are less dependent on entertainment, great entertainment can, of course, be a plus in almost any category. boys didn’t need Pixar’s Cars movie to tell them how to play with cars, but it has added a whole new dimension to how they relate to that play.
how
imPortant is it to haVe comPelling
how Do you finD the right bal-
ance between new meDia anD traDitional
entertainment DriVing toy ProPerties?
meDia for your marketing strategies?
compelling entertainment is very important in the toy industry. licenses and entertainment-supported properties have been growing as a percentage of toy sales. how key entertainment is to success varies, depending upon the category, the target consumer, and how familiar the product is. there are some categories, like activity toys, where using your own imagination and creativity is part of the play pattern. with other categories, like action figures, a
television still is the quickest, most efficient way to reach a large national audience, but with so many channels and with so many other alternatives vying for children’s attention, you cannot rely solely on tV advertising. you need to speak to them where and when they are available. new media certainly plays a part in that. with parents, new media can be even more important, giving them the facts and knowledge they need to make a purchase
44 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
decision. It is also a great way to get quick, frank feedback. If you need a short-term, mass reaction, you have to start by getting critical mass on television and then build new media programs to complement it. If you have more time, you can build with alternative media, such as online advertising, social media, and grassroots programs. It can be a challenge to balance the budgeting and the return on investment, but it’s great to have so many ways to connect with the consumer.
Peter tIger,
PresIdent and co-owner, ImPerIal toy the
economy has
begun showIng sIgns of weakenIng once agaIn.
how
Is thIs
InfluencIng
con-
sumer confIdence?
despite the challenging economic environment, the retail landscape seems to be holding stable or even improving. the price of gas has receded to some degree in the past few months and we believe consumer confidence has bottomed, as all indicators are showing. In tough times, Imperial is actually a bit less vulnerable than other companies since the vast majority of our products are inexpensive, value items that consumers tend to gravitate toward, especially when on a budget. we’ve seen a steady business in our value novelty business.
historically, and certainly for 2011, Imperial’s business has been more springdriven, but that said, as we enter into the fourth quarter, we are seeing a nice build in several categories. our halloween items and others in the portfolio have been selling nicely, including our googly line, licensed flashlights, seasonal novelties, and basic novelty toys. for 2012 we will continue to build on classic, value-driven categories by infusing trendy themes and cutting-edge marketing tactics to make them more appealing at retail. Imperial is also building momentum in collectible toys, which we see as a burgeoning area. we have lots of exciting things in the works to build our fall business to new heights for 2012. even in the toughest of times, families are willing to spend a little to bring happiness to their children. most of our products do just that. our strategy is to maintain low price points, to give good margin to retailers, and to achieve a high satisfaction rate with consumers, bringing smiles to kids and parents in all environments. what
Is your strategy for maIntaInIng a
healthy lIcensed Product to non-lIcensed Product ratIo?
at Imperial we’ve been working hard to build our own proprietary brands in multiple product categories, while simultaneously strengthening our relationships with some of the most important licensors in children’s entertainment. In just about all areas, we are focusing on classic play patterns and leveraging our value-driven line, but are committed to elevating the look and feel of both our licensed and proprietary
46 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
brands to make them more appealing and relevant to retailers. we certainly think there’s room for both in our portfolio. In the bubble category, we’re nurturing our super miracle bubbles brand, and we are keeping this classic category fresh with some new innovations in bubble play slated for spring 2012, as well as some unique piece-types that are giving retailers reason to keep this historically seasonal product on shelves year-round. we are also launching an extensive new line of disney bubble toys and an expanded line of marvel bubble toys with fun features for fans of popular disney and marvel characters. these products join a robust lineup of other top brands from licensing giants including hasbro, mga, sanrio, hIt, and american greetings. another license we are excited to be bringing to market in 2012 is kidz bop. Imperial’s history is rooted in roleplay and cosmetics products, and we are extending this expertise to the rock star category with these and other types of products. In terms of other proprietary Imperial brands, we have strategically been building on the industry-leading position we have had with our water bombs and other value products by giving them updated branding that we believe will be highly appealing at retail. we had a very successful year one with our kaos line of water bombs and launchers, and have the product placed at many additional retailers and a comprehensive marketing program slated for 2012. we have also created a new look and feel for our dart guns, googly products, and other proprietary collectible novelties that we think will be very well received by retailers and consumers.
2012 T OY P REVIEW
COMPILED BY LAURIE LEAHEY AND JENNIFER LYNCH
From October 4–6, toy manufacturers and retailers will converge in Dallas, Texas, for the Toy Industry Association’s annual Fall Toy Preview. A precursor to February’s Toy Fair, this show gives attendees a look at the hottest toys for 2012. The following pages give a taste of some of the toys that will be exhibited inside the Dallas Market Center.
P LAYMOBIL Playmobil’s Carrying Case Vet Clinic comes with a figure, kitten, puppy, guinea pigs, and accessories. The Playmobil Carrying Case School is a take-along case that comes with three figures, a chalkboard, a table, chairs, and other accessories to create a classroom scene. Both sets are for ages 4–10.
J AKKS PACIFIC Disney Fairies will get new lines of 4.5-inch dolls. The 4.5-inch Basic Fairies Fruit Collection features five styles of fruit-themed fashion and intricate wings. The 4.5-inch Basic Fairies with Sweets Fashion Dolls come dressed as desserts—Creamsicle, Frosty Mint, Cherry Pop, Lemon Drop, Berry Parfait, Banana Split, Candy Apple, and Sugar Plum. The 4.5-inch Sky High Tink “flies” through the air when kids place the doll on the flowered platform and pull the string. Build upon Tink’s Pixie Cottage with the new 4.5-inch Tink’s Sweet Treats Café. The playset comes with a flowery table and chairs, a stove for baking, and a sign welcoming customers. New nine-inch dolls include the Nine-inch Basic Fairy Ballet Dolls with tutus that match each fairy’s signature color. The Nine-inch Classic Spring Flowers Fashion Dolls combine Pawggles various spring flower themes, including Wild Rose, Water Lily, Violet, Cherry Blossom, Poppy, and Fuchsia Flower. Jakks Pacific has made its Creepy Crawlers Bug Maker easier to use. Prep three compound colors at once and use the included deco pens to decorate the creations. Pawggles are furry animal friends that pop into slippers. Create instant footwear from plush companions with one quick adjustment. Five varieties include Bront the dinosaur, Taffy the pink kitty, Mazzie the unicorn, Fletch the puppy, and Ranger the bear. The new Digital Girls brand is all about videos, photos, friendship, and fun for tween girls. With the Digital Girls Video Watch, girls can record video, audio, and photos. The watch is loaded with Lifestyle Apps, such as BFF rankings, “cootie catcher” fortune games, a lie detector, and more. The Digital Girls Compact Cam fits in a purse or a backpack. Load photos onto the Digital Girls Video Watch or edit and print stickers with the Digital Girls Pic n’ Stick Photo Studio, which is sold separately. All items include a USB connector for PC and Mac.
Carrying Case School
S ONY C ONSUMER P RODUCTS On the heels of The Smurfs theatrical release, Sony Pictures has announced a second film for release in summer 2013, and Sony Pictures Consumer Products will launch a licensing program featuring all the characters along with some new additions to the Smurfs family. The current licensing and merchandising program encompasses toys and games, apparel and accessories, publishing, interactive games, domestics, and housewares. Jakks Pacific created a line of figures, playsets, and plush. Build-A-Bear Workshop created unique stuffable plush. Beeline created the Smurfs’ Village mobile app, and Ubisoft created The Smurfs Dance Party video game, as well as a Facebook game. The Smurfs will once again be featured in the Macy’s Thanksgiving Day Parade prior to the launch of The Smurfs DVD/Blu-Ray that includes a 22-minute Christmas special with all-new holiday content. 48 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
2012 T OY P REVIEW A LEX
J AZWARES
The My Chocolate Shop kit is part of the Dylan’s Candy Bar line of craft and accessories kits from Alex. With this kit, kids can make and wrap their own chocolates. Create 60 different shapes and display them on the chocolate shop stand. The kit includes three candy molds with 60 shapes, 10 lollipop sticks, 10 lollipop bags, two gift boxes, 60 stickers, three pastry bags, five paper cups, four candy wrappers, 10 foil sheets, 10 cupcake liners, 15 wooden stir sticks, ribbon, a chocolate stand, and instructions. Chocolate and candy are not included. It is for ages 7 and up. The Wooden Sweets Bar is a 33-piece set that includes a two-tiered sweets bar, eight tea cakes, a round cake in six slices, two cupcake bottoms and tops, a cake roll in three slices, two candies, a plastic server, two plates, a wooden cutting tool, and assembly instructions. It is for ages 3 and up. All Duct Out lets kids make duct tape fashions, including belts, jewelry, headbands, glasses, a purse, and more. The kit includes eight rolls of different colored duct tape, three templates, precut fabric, four earring hooks, four jump rings, a brooch pin, two belt rings, two plastic chains, a hole punch, a stencil, two stretchy loops, non-stick paper, and instructions. It is for ages 7 and up.
Jazwares is producing several Star Wars-themed electronics for kids 6 and up. The Star Wars Darth Maul Alarm Clock displays the date and time and has a functioning AM/FM radio. Set the alarm at night and wake up to the sound of Darth Maul’s voice in the morning. The clock works with a wall adapter or three AA batteries, both of which are included. Inspired by Darth Maul’s Probe Droids from Star Wars Episode 1: The Phantom Menace, each Star Wars Darth Maul Perimeter Droid features a trip wire alarm that projects an invisible beam of light to its companion unit. When the invisible beam of light is broken, the alarm will sound and LED lights will flash. These are a special-edition item available for a limited time only. Inspired by Anakin Skywalker’s podracer helmet from Star Wars Episode 1, the Star Wars Anakin Skywalker’s Podracing Night Vision Goggles come with an adjustable headband and a detachable LED tactical light to see in the dark. These are a special-edition item available for a limited time only. Anakin Skywalker’s Podracing
All Duct Out
S AFARI Safari’s Best in Show—Golden Retriever Adult has a shaggy golden coat and eager expression. It is 4.25 inches long Eastern Cottontail and three feet tall. It is for ages 3 and up. New Rabbit Baby in Safari’s Incredible Creatures line is the Eastern Cottontail Rabbit Baby. This baby rabbit figure has a fluffy “cotton ball” tail. This model is 4.25 inches long and 2.75 feet tall. It is for ages 3 and up.
50 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
Night Vision Goggles
E DU -S CIENCE In a multi-year licensing deal, Edu-Science (H.K.) Ltd. was granted rights to develop, manufacture, and distribute Scientific American-branded science toys and kits for ages 6 and up. The line will focus on a variety of themes, including dinosaurs, physics, astronomy, and other areas of science. The Scientific American line will be available in spring 2012.
2012 T OY P REVIEW D UNE C RAFT
O RB FACTORY
New products from DuneCraft for 2012 include three new domes (the Outer Space Adventure, the Rainforest Biosphere, and the Dinosaur Dome) in which kids of all ages can grow their own tropical rainforest, galactic space-themed terrarium, or prehistoric land. One of its latest science additions is Growing Skulls, in which kids grow their own squishy skulls for experimenting. DuneCraft will also offer new Sprout ’n Grow Greenhouses including Coffee, Mini-Melons, Sweet Leaf, and Always Aloe. Kids can even grow strawberries, hot peppers, and sugar baby watermelon with DuneCraft’s Organic Veggies line. Plants can start growing inside, and then be planted outside.
Orb Factory will add new items to its line of arts and crafts. New additions to its Sticky Mosaics line include Sticky Mosaics Ballerina Beauty Box, which includes a jewelry box, mirror, and 550-plus piece ballerina sparkling tiles and jewels. My First Sticky Mosaics Posh Puppies includes four templates, four stands, four wall hangers, and 500-plus sparkling tiles and jewels. The Posh Puppies kit is based on the Fancy Nancy children’s book series. The Stick’n Click collection will offer the Stick’n Click from Curiosity Kits, containing a multitude of colored shapes, connectors, jewels, holographic stickers, and more to make original jewelry and accessories. The Stick’n Click Glam Rock Purse is for the rocker fashionistas with metallic and shimmering jewel pieces to decorate purses. SparkleUps Fairies comes with two sticker sheets, six repositionable stickers, and 600-plus sparkling jewels to create your own jewel-by-number stickers to put anywhere.
C ARRERA Carrera’s R/C Rock Crawler car is fully functional for indoor and outdoor use with features such as interchangeable crystal, chrome rims with pneumatic tires and four-wheel drive. It can run up to 30 minutes and drives in all directions using an ergonomic controller. Also included is a 9V battery and power pack with charger. Carrera’s Disney/Pixar Cars 2 Tokyo Action Race Set lets kids race Lightning McQueen and Raoul CaRoule through straights and curves. The set includes a Lightning McQueen car, a Raoul CaRoule car, straight and curved track, two hand controllers, a transformer, a lap counter, and track supports and decorations.
52 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
L ITTLE M ISS M UFFIN Little Miss Muffin nine-inch and 19-inch dolls will be available at Toys “R” Us. Simply pop off the muffin top, and flip the inside of the muffin out to unveil one of three cuddly Little Miss Muffin characters including Little Miss Muffin, Little Miss Chip, and Little Miss Blueberry. The dolls are for ages 3 and up.
2012 T OY P REVIEW D IGGIN A CTIVE
S KULLDUGGERY
Diggin Active introduces ZapCapz, a collectible trick capz game. To play, simply load the ZapCapz, aim, and strike to make the ZapCapz jump. Capz can also do side landings, trick shots, and more. The more precise the shot and the landing, the more points players will earn. For extra points, players can knock over Y-Mi, the ZapCapz favorite robot target. The ZapCapz game set includes retractable steps for performing tricks and storing capz; six ZapCapz; two Striker Capz; and a Y-Mi figure. Players can also collect more ZapCapz with ZapCapz Minis, which include one ZapCap and one Striker Cap. ZapCapz are for ages 6 and up. Diggin’s Rock n Rollas are two-in-one toys—a rocker and a 360-degree rolling ride-on for ages 1 and up. The Rock n Rollas charac- ZapCapz ters are made of a durable inflatable and include add-on wheels to grow with the child. In “rolla” mode, the 360degree castor wheels let kids use their feet to move themselves in any direction they want to go. Features include soft materials, rounded edges, and Rock n Rollas characters.
Skullduggery will add new products to its line of modeling and casting kits for 2012. The Light-Up Marble Racers come with molded plastic body decals, wheels, and a one-inch light-up marble to create your own Ford Mustang, Camaro, Ford GT, or Stingray Corvette. The racers come in four colors: blue, red, yellow, and orange. They are also available in the larger-scale Light-Up Marble Racers five-inch Collector Tube. Both products are for ages 3 and up. With the Pit Stop Custom Painter, kids ages 6 and up can customize their own racers with decals, paint, and wheels. The newest edition to the MaxTraxxx Racing System is the MaxTraxxx Tube Traxxx, which includes four feet of glow-in the-dark interlocking race track; two feet of tubing for a tunnel; and a special-edition Light-Up Marble Racer. The MaxTraxxx Tube Traxxx is for ages 5 and up.
F UNDEX Fundex adds to its range of games with two new multi-player games for ages 8 and up. Instructures is a fast-paced game of construction by instruction, where two teams must race to build structures faster than their opponents using the blocks provided. But only a team’s designated “foreman” can see the building’s blueprints to lead the team. With challenges such as the silent foreman, memory challenge, blind foreman, and a timed challenge, the game offers something new each time you play. Catch Word is another fast-paced game that puts a twist on the classic word game. Players must combine the consonants on their cards with the vowels supplied by a colored die. The first player to shout out a word wins the hand. The player with the most Catch Word cards at the end of the game wins.
54 OCTOBER 2011 TOYS & FAMILY ENTERTAINMENT
2012 T OY P REVIEW M EGA B RANDS MEGA Brands’ new MEGA Bloks preschool line, Steer Along Friends, will offer a host of new characters for ages 1 and up to play with including the Timmy Tipper Dump Truck and Fire Fightin’ Freddy. Features include an easy-grip plastic steer-along steering wheel for little hands and quick-pull lever to empty cargo. Also included are seven Maxi blocks to play with. New to MEGA Bloks Lil’ Vehicles line are the Lil’ Vehicles Dump Truck and School Bus. The Dump Truck features a bed that lifts and empties. The bus roof opens to place figures or blocks inside. Both Lil’ Vehicles include a lil’ dump truck or bus driver figure and six blocks. Toys are Steer Along Friends Timmy Tipper Dump Truck compact to fit in small hands and compatible with all MEGA Bloks products for ages 1 and up. With MEGA Bloks’ Moshi Monsters Ooh La Lane set, kids can customize their own Moshi Monsters world just like online. The set includes Moshi Monsters characters Katsuma and Giuseppe Gelato, one surprise Moshling, 99 pieces to build Ooh La Lane (including the Ice Cream Shop and Gabby’s Café), and two secret codes for online gaming. The set is for ages 4 and up. All new items will hit retail January 2012.
W ILD P LANET
New from Wild Planet are Aquapets Dewdrops. The new Dewdrops are liquid-free housing alternatives to Aquapets’ larger-scale water-filled aquapods. With Dewdrops, Aquapets owners can take their pets on the go. Aquapets that live in Dewdrops are removable and can be touched and played with. Aquapets that live in Dewdrops are 25 percent smaller than original Aquapets but still respond to sound in a silly language. Like the original Aquapets’ environments, the new Dewdrops have a microphone and speaker, and a nameplate that identifies the Aquapet living inside. The Aquapets Dewdrops will be available exclusively at Toys “R” Us and in exclusive holiday colors at Target for holiday 2011. They will launch nationwide spring 2012. A new line of traditional water-filled Wave 3 Aquapets will also be released spring 2012.
56 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
D ISCOVERY Discovery Communications and its licensing agent, The Joester Loria Group (TJLG) will develop new merchandising programs for Animal Planet. Ravensburger will feature three new Animal Planet puzzles including Endangered Earth puzzleball, Kids XXL puzzleball, and Suitcase box with 100-, 200-, and 300-piece puzzles. For the Discovery Channel’s Mythbusters program, Giddy Up will feature the latest Mythbusters Science kits and Wonder Forge will feature the Mythbusters Hit the Target game and Mythbusters Build or Bust card game. In the fast-paced card game players mix, match, swap, and swipe supplies to complete “builds” just like the crew on the hit show. Race to grab the best cards to create catapults, car crashes, sinking boats, and more before the competition.
2012 T OY P REVIEW AURORA Aurora will offer a line of Valentine’s Day 2012 plush toys and gifts featuring all new YooHoo & Friends, Luv Bug, and Gaga Gorilla characters. New YooHoo & Friends additions include “One for me, One for you,” two fiveinch YooHoo characters connected by a magnetLuv Bug ized heart that reads “Friends 4Ever” or “Best Friends.” Luv Bug is a loveable ladybug featuring heart-shaped spots. The Luv Bug line includes a clip-on assortment of wings in red or hot pink with phrases that say “Xo Xo,” “Luv You,” “Luv Bug,” or “Hug Bug;” a six-inch pet carrier; and the Luv Bug bean-filled plush available in large and small. Gaga Gorilla is a plush primate that holds an embroidered heart reading “WILD 4 U.” Gaga Gorilla has long hair with pink and purple highlights. The plush is available in sizes large, medium, and small. All items are for ages 3 and up.
L EARNING R ESOURCES Learning Resources will introduce a range of new educational toys, including New Sprouts Fix It!: My Very Own Tool Set. The tool set includes chunky play tools (saw, hammer, screwdriver, wrench, drill with sound) and a tool box made from durable, soft plastic. The set is for ages 2 and up. Older kids, ages 7 and up, can test their math skills with Learning Resources’ Multiplication Master Electronic Flash Card. The handheld flash-card game tests kids on tricky times tables, as they try to solve as many problems as they can in 60 seconds. The game can be played at two levels, in either a timed or untimed mode. The game requires three AAA batteries, which are not included. 58 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
H AYWIRE G ROUP The Haywire Group will add Bear In Underwear and Animal Soup to its growing line of no-reading-required preschool games for 2012. Based on the popular children’s books of the same names, the new preschool games feature artwork by author and illustrator Todd H. Doodler. The Haywire Group will also expand its line of Dicecapades games with DICE-T. DICE-T is a dice-rolling crossword game, in which players use the roll of the dice to get letters to spell out words. The game is for ages 8 and up. Another new dice game Chupacabra: Survive the Night is based on Latin American folkfore. Players must use their chupacabras to attack opponents’ animal packs while trying to keep their own animals safe. The game can also be played in the dark with its glow-in-the-dark components.
P LA S MART PlaSmart’s PlasmaCar Pro is set to launch in January 2012, featuring a set of all-new wheels for smoother riding and all-around performance. The wheels may also be purchased separately as an accessories kit. Car decals for the vehicles will also be available in January 2012 to decorate both the original PlasmaCar and the PlasmaCar Pro. Vehicles are for ages 3 and up. Due out fall 2012, PlaSmart’s Perplexus Twist will be the latest addition to the Perplexus marble maze game line. The new toy adds a fourth dimension of puzzle solving to the original 3-D game, requiring players to twist and realign the tracks to escape traps, decoys, and cliffhangers. Players can race each other or the clock while honing their cognitive, problem-solving, and motor skills. It is for PlasmaCar Pro ages 6 and up.
2012 T OY P REVIEW U NIVERSITY G AMES University Games will expand its Eric Carle games, puzzles, and activities. The Eric Carle series will feature a board game based on Eric Carle’s new picture book The Artist who Painted a Blue Horse, which hit stores this month. The game encourages kids to practice self-expression and imagination by allowing them to create animals of various colors. In celebration of the 20th anniversary of the Brain Quest puzzles and the 60th anniversary of Colorforms, University Games will launch a series of Brain Quest Giant Activity Puzzles. Each puzzle will include Colorforms stick-ons and a set of question and answer cards. BePuzzled will offer a new line of double-sided, shaped floor puzzles, featuring characters such as the Very Hungry Caterpillar. Each uniquely shaped package has a handle so kids can carry their puzzles with them.
60 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
T HE B RIDGE D IRECT
Annoying Orange collectibles
The Bridge Direct will launch a line of Annoying Orange toys including plush, collectibles, and clip-on key chains. When squeezed, the 2.5-inch Talking Kitchen Crew Collectibles, the 1.5- and 2.25-inch Talking Kitchen Crew Clip-Ons, and the 3.5inch Talking Fresh Squeezed Plush tell classic jokes and puns from the YouTube series. The 1.25-inch Mini Kitchen Crew Collectibles come in packs of 12 to collect all your favorite Annoying Orange characters. Items feature the entire Kitchen Crew, including Pear, Midget Apple, Grandpa Lemon, Marshmallow, and Passion Fruit. The Justin Bieber Voice Effects Microphone from The Bridge Direct lets kids sing like a superstar with music, lights, and digital voice effects. Press to play clips and sing along to three of Justin’s hit songs—“Baby,” “One Time,” and “Somebody to Love”—and hear your voice amplified with the song. Lights flash to the beat of the music as you sing. The microphone also connects to MP3 players to sing along to any digital tunes. Hit the voice button while singing to digitize your voice with three different voice effects. Along with the microphone, an amplifier and connector cord are included (available in silver or pearl white). With the Power Rangers Samurai Battle Buddy, kids can recreate the action-packed adventures of the new Power Rangers series. Battle Buddies are available in Red, Blue, and Green Rangers. Each 18-inch Power Ranger makes battle-action sounds when you wrestle it.
G b T n in
2012 T OY P REVIEW C ARDINAL
B ASIC F UN
Cardinal will introduce its new line of Monster High puzzles, licensed from Mattel, which include two 150-piece puzzles. One is a super 3-D puzzle and the other is a foil holographic puzzle in a coffinshaped package. Cardinal will also introduce a Minnie Mouse bowshaped tin with three puzzles inside. Each puzzle depicts Minnie Mouse modeling her new Minnie Mouse Bow-tique puzzle pack Bow-tique look. Cardinal’s games will include a new line of wooden games for Nickelodeon, featuring Dora the Explorer, SpongeBob SquarePants, and other characters. The games will challenge preschoolers as well as older kids.
Basic Fun will offer six new handhelds in 2012. The popular app Fruit Ninja will be available in a handheld electronic version, allowing players the same fruit slicing fun. Basic Fun will bring back the retro favorite Mattel Classic Football as well as Hasbro game carabiners such as Monopoly and Scrabble (based on Scrabble Slam). Basic Fun has also partnered with Atari to bring the original Break Out and Centipede game titles to a miniature, take-everywhere carabiner format. Basic Fun will offer a line of Power Rangers toys based on the mechanical vehicles and animals that assist the Power Rangers, including a line of collectible Zords keychains and Power Rangers Top Launcher. Unravels, the colorful wax pencils that reveal more than 30 hidden messages as you unravel, continues in 2012 with three new themes. New themes include Fun Facts, Tongue Twisters, and Love Notes. All are available in a 3-pack, 6-pack, and individually.
FANTASMA TOYS S TREET S URFING Street Surfing will introduce its new performance scooter, featuring dual rear wheel design with independent aluminum suspension for enhanced traction and carving; an oversize deck and non-skid grip tape surface; oversized front wheel for a smooth ride; and more. Street Surfing also has a new brand, Blur Skates, which is a line of high-quality skateboards, pintail boards, and a variety of specialty boards for beginners and younger skaters.
62 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
The collectible Secret Magic Case from Fantasma Toys includes more than 50 different tricks in a sleek aluminum carrying case, allowing aspiring magicians to perform shows on the go. Tricks include the magical Bite-Out Cookie that restores after it’s bitten into; the Secret Levitation Gadget, which allows players to make objects float in midair; and many more. An instructional DVD featuring award-winning magician Ed Alonzo is also included. Fantasma Toys’ WishCraft is a fortune telling series with a magical twist. The new series lets users reveal, control, and explore the future through magical techniques. One of five featured products of the WishCraft line is the exciting Psychic Pendulum, which has a secret component that allows the user to control the direction it swings in response to another player’s supernatural queries. Bonus ESP cards and bands are included to test real-life psychic abilities. The line will launch spring 2012.
2012 T OY P REVIEW W OW W EE WowWee’s Flip Force line includes four duel purpose vehicles (Rod to Racer, Heavy Armor to Heavy Construction, Off-Road to Off-World, and On Patrol to Ready to Roll). Each transforms with a lift of a handle or a turn of a knob. The Super-Charged and smaller Turbo-Charged race track playsets include one vehicle and come in one of the four matching vehicle options. WowWee’s Light Strike line will add three new weapons to its armory for 2012, including the Commander Striker, Blast Striker, and Dominator Striker. Each item has features such as a range of built-in weapons, team selection, health meter, and unlimited ammo without reload. The Dominator Striker also features Rapid Fire System attachments to disable enemy shields. New Light Strike accessories will include the Tin-Can Target to practice blasting skills; a light Light Strike Commander Striker Strike Holster to hold weapons; and a flashlight attachment for the Assault Striker. WowWee will add to its line of Paper Jamz Pro products with the Paper Jamz Pro DJ Mixing Station. Users can download the free app to mix it up with songs from their own music library or connect another Paper Jamz instrument to start a band with a friend. Features include interactive turntables, mixer, and beat pad; a built-in microphone to record vocal loops; extra memory space; and two pre-loaded songs to get you started. Doinkers are silly animal ear dress-up accessories. A controller activates the soft character ears on the headband. Doinkers aren’t just for Halloween but can be used for holidays and dress-up year-round. WowWee’s Lite Sprites will launch five new interactive playsets featuring a new look. Offerings include Flower Car, See Saw, Gazebo, Lite Fountain, and Crystal Cavern. Each features sound effects, lights, themed accessories, and a Spritelet, the newest inhabitants of the world of liteTopia. A Lite Sprites lite-up pendant, and ring will also be available.
E NDLESS G AMES Anger Management is a humorous board game for ages 14 and up that encourages players to lighten up and laugh at the things that drive them crazy, while they whine their way to victory. Each player selects a Rage-O-Meter character, such as Tina Tantrum or Furious Frank, to serve as a scorecard throughout the game. Next, they roll the foam RageDie, which determines one of five Anger Management categories, including Bug Off and Pet Peeves. But watch out for “Mood Swings,” a randomizer category that can send players’ temperature levels up or down, or even make them switch Rage-O-Meters. The goal for everyone is to get “Absolutely Steamed,” the winning level on each Player’s Rage-O-Meter. To win, players must blow their top, says Endless Games.
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2012 T OY P REVIEW I NTERNATIONAL P LAYTHINGS International Playthings will expand the Whirl ’n Wear charms product line with Whirl ’n Wear Headbands. Whirl ’n Wear Headbands allow little girls to add glam to their hairstyles with easy-to-stick headbands and clip-on decorations that easily pop on and off, so girls can constantly change their styles. Band styles include Spin ’n Style, Hip Bands, Swinging Bands, and Glamour Bands.
Whirl ’n Wear Headband
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S PIN M ASTER With Spin Master’s Air Hogs Adventures playset, kids can power up their own fire rescue or police patrol helicopter. Maneuver the fire rescure chopper up, down, and around as you battle the blazing flames with launchable water cannons. The playset includes a fullsteer control center with 360-degree pivot rotation; proportional lift trigger; and a cannon launch button. Set up the expandable play buildings and protect the city from turning to ashes. The playset includes one tethered heli control center, four expandable play buildings, eight plastic pick-up/transport pieces, blast targets, and user-applied decals. The Air Hogs full-function indoor/outdoor 1:24 NAScAr r/c features a race-inspired design with a range of up to 30 feet. Models include Dale Earnhardt Jr.’s (Amp Energy or National Guard), Tony Stewart’s (Office Depot), and Jimmy Johnson’s (Lowe’s) cars. The cars operate on multiple r/c frequencies so kids control the race. The Tori Freak the Freak Out Singing Doll is modeled after Nickelodeon tween star Tori Vega from the show Victorious. Just lift the microphone up to the doll’s mouth to hear it sing “Freak the Freak Out,” the show’s hit song. cast of Victorious raise the doll’s other arm in Tori’s signature stance to hear the fans go wild. The doll comes with one outfit, one microphone, and accessories (shoes, necklace, bracelet, and hairbrush). One cell battery is included. It is for ages 5 and up. With the new Liv Doll Sleep Over Party, Liv fans can have their own doll pillow fights using the dolls’ moving arms. After, the dolls go to sleep with opening and closing eyes. The playset includes one Liv Doll with changeable wig and blinking eyes, one set of pajamas, one pillow, one pair of shoes, and a set of accessories the dolls can hold. The playset is for ages 5 and up. The new Tech Deck Tony Hawk Grind Krew is a motorized skater that moves around in a seemingly random fashion. The motor makes the board vibrate and the bristles that the board rests on transfer those vibrations into movement. The included Tony Hawk figure adjusts on the board to affect its movement.
2012 T OY P REVIEW T HINKWAY TOYS Thinkway Toys is creating a collection of vehicles in support of Marvel Studios’ upcoming feature films The Avengers and The Amazing Spider-Man. The Avengers line includes an Infrared Control Quin Jet based on the transport vehicle in the film, while The Amazing Spider-Man line has an Infrared Control Spider-Man Motorcycle. In addition, each line will feature vehicles with Thinkway Toys’ proprietary Lazer Stunt Chaser and Lazer control vehicles, plus transforming vehicles and Wind-up Stunt Racers. Product will roll into retailers in advance of each film’s release in 2012.
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A SMODEE Dixit is a game of storytelling through imagination and clues. Dixit Odyssey, the newest addition to the line, is for up to 12 players. With the same gameplay and rules as the original Dixit game, Dixit Odyssey comes with 84 new cards illustrated by Pierô and Marie Cardouat. Dixit Odyssey can store all cards from Dixit and Dixit Expansion, and also brings a new scoreboard, voting pads, and new rabbit tokens to the game.
2012 T OY P REVIEW J UST P LAY
PARTY A NIMALS
Just Play will bring specialty plush line YooHoo & Friends to the mass market in 2012 with new plush and the first-ever YooHoo & Friends small dolls. The new YooHoo & Friends plush and doll line will highlight several favorite YooHoo characters with a new look. Just Play will create a full line of plush, feature plush, small and large dolls, playsets, dress-up, and roleplay items inspired by the new Disney Junior series Doc McStuffins, launching in 2012. The toy line will feature Doc and her pals Lambie, Hallie, Stuffy, and Chillie. Just Play will also create new plush, dress-up, and roleplay toys inspired by Disney Junior’s animated series Jake and The Never Land Pirates and Mickey Mouse Clubhouse: Minnie’s Bowtique, as well as Barbie dress-up and roleplay items for fall 2012.
Party Animals’ Lil’ Teammates are a line of threeinch collectible action figures, perfect for young sports fans ages 4 and up. Officially licensed for the NFL, MLB, NBA, NHL, and more than 50 colleges, there are already more than 360 figures to choose from, including football linemen, basketball defenders, and baseball catchers. The latest series also includes Throwback figures doning retro NHL and MLB uniforms and a limited-edition Gold Label football referee. The action figures feature rotating heads, waists, and arms. Kids can register their figures on the Lil’ Teammates interactive website, where they can play games, learn about their favorite teams, and win prizes.
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2012 T OY P REVIEW I MPERIAL TOY
PACIFIC P LAY T ENTS Pacific Play Tents will add three new teepee-inspired playhouses to its line of play tents for kids. The Cowboy Teepee, Teddy Bear Teepee, and Authentic Teepee all feature dual doors that tie open; a mesh window for ventilation; easy-access opening; cotton canvas floor for comfort; and wooden poles for easy assembly and durability. Teepees can be used indoors, and each comes with a carry bag for storage.
Teddy Bear TeePee
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Imperial Toy has signed a licensing agreement with Kidz Bop to develop, market, and manufacture a line of pop star roleplay toys and playthings based on the Kidz Bop music brand. The line is being developed to embody the excitement and high energy associated with the brand. Introductory products are expected to include a range of pop star roleplay items such as musical instruments, fashion accessories, and more, with on-trend styles and color pallets and high-tech features. Imperial expects to launch the Kidz Bop line timed to coincide with the release of Kidz Bop 22 in summer 2012.
iHobby Expo BY JENNIFER LYNCH
For those of us who can’t afford to buy our own fleet of planes, trains, and automobiles, the iHobby Expo, held October 20–23 at the Donald E. Stephens Convention Center in Chicago, will showcase the latest scaled-down models of these items and more. With more than 200 vendors from around the world in attendance, iHobby serves as the largest venue for hobbyists to seek out everything from remote-control helicopters to steam-powered train sets. This year’s expo will feature events such as robotics demonstrations, Pinewood Derby races, and a Thomas the Tank Engine train ride, sponsored by Bachmann Trains.
Round 2 Round 2’s new model kits include the Polar Lights 1966 Batmobile glue kit featuring the bat phone, bat computer, detailed 429 engine, and removable hood and trunk panels. It is molded in black and clear plastic with chrome parts, vinyl tires, and water-release decals. Die-cast kits include the True Limited Edition Dodge Challenger Wide Body. To make the cars one Polar Lights 1966 Batmobile glue kit of a kind, Round 2 destroys the tools used to create them after each production, and even includes shavings from the tools in each package. The cars will be available for purchase at Toys “R” Us. Round 2 will also produce its first-ever series of dragster slot cars called NHRA 4Gear Top Fuel Dragsters. The cars are 1:64 scale and detailed with team colors and sponsors’ badging. They can also be used with Round 2’s Pro Racing Dragstrip.
Bachmann Trains Daron Worldwide Trading Daron Worldwide Trading, Inc., will showcase an authentic licensed NYPD EC135 Police Helicopter. The helicopter is 1:32 scale and 11 inches long. Features include batterypowered lights and sounds. Consumers can also test the product before purchase in the try-me open packaging.
Bachmann Trains is adding on to its line of HO Scale Ready-to-Run model train sets. The Santa Special train set arrives just in time for the holiday season, complete with Bachmann’s exclusive E-Z Track snap-fit track and roadbed system. Features include a gondola with presents, a reindeer transport stock car, a hot chocolate tank car, and North Pole and southern bobber caboose. Additional new sets include the Civil War Commemorative 150th Anniversary Edition with Civil War-era features and figurines; the 130-piece Rail Chief train set with figurines and signal bridge; and the Durango & Silverton train set, modeled after the National Historic Landmark and National Historic Civil Engineering Landmark. Santa Special train set
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iHobby Expo Märklin Part of Märklin’s new My World line is the battery-powered HO-scale My World ICE Battery Set. The train operates at three speed levels in forward and reverse with three sound functions and triple headlights. The oval-shaped C Track is easy to click together for kids ages 3 and up. Operated by a wireless infrared controller at two frequencies, more than one train can be controlled simultaneously. The set can be expanded with other products from the My World line, including an assortment of starter sets, locomotives, cars, C Track, and accessories. The set is distributed by Walthers, Märklin’s exclusive North American distributor.
LGB The LGB Santa Fe Starter Set replicates a classic American steam locomotive. It is lettered for the Santa Fe railroad and equipped with a motor and smoke generator. The set includes a stake car, caboose, circle track, accessories, crew figures, and smoke fluid to produce real steam from the train. It also comes with an instruction booklet. LGB is a subsidiary of Märklin and distributed by its exclusive North American distributor Walthers.
Carrera Carrera’s licensed Disney/Pixar Cars 2 Porto Corsa Racing Set lets kids race Lightning McQueen and Francesco Bernoulli through straights and around curves as they chase each other down the track. It includes one Lightning McQueen car, one Francesco Bernoulli car, straight and curved track, two hand controllers, a transformer, a mechanical lap counter, track supports and decorations, and replacement contact brushes and guide keels.
Atlas The Atlas O Scale Bulkhead Flat Car is a new model train based on its real life counterpart that is used in general service throughout the United States and Canada for transporting sheet steel, packaged lumber, small and large diameter pipes, structural steel (channel and Ibeams), reinforcing bar (rebar), and special loads of various shapes.
Revell/Monogram Revell/Monogram will debut a new model vehicle at this year’s iHobby Expo, modeled after Gearz TV host Stacey David’s famous 1932 Ford Rat Roaster. The original Rat Roaster will be on display alongside Revell’s model at the Expo. Stacey David will also be on hand for autograph signing.
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BY JENNIFER LYNCH
Brain-powered Fun
G
rowing up with a Bell Labs engineer for a father instilled in Bill Ritchie at an early age a passion for recreational mathematics or, more simply put, games that make you think. But this puzzle passion was no phase, and paired with his wife Andrea Barthello’s desire to start her own business, the timing finally fell into place for the two real estate investment executives in 1985 and they took the leap. ThinkFun (originally Binary Arts until 2003) was born. Without industry experience, entering the toy industry from the ground up was no easy task. But driven by their entrepreneurial spirit and a logical approach (also brought to their products) helped the two find a place in the industry at a time when other companies, such as Alex Toys and University Games, were also starting up. “There was a lot of sharing and camaraderie among us,” says Ritchie. “In some cases it was practical, in some cases it was rivalry, and in some cases it was just good people. And we just felt that the industry was home.” This camaraderie also pushes ThinkFun to always look for new ways to innovate its products and be two steps ahead of its competition. The signature of ThinkFun games is that they start easy and get increasingly more difficult. Ritchie says when bringing new puzzles to market there is a certain balance that must be met in order to engage and excite the consumer. “It has
to be new and fresh, but it can’t be too new and fresh,” he says. “It has to be something people are familiar enough with that they get the concept but different enough that they don’t feel like they’ve done it before.” The online and app world has helped ThinkFun take this idea a step further, giving its games more replay value and refreshing longtime classics. “You can offer a lot more when you’re offering an app because people can just play it again and again,” says Ritchie. “There may be an entirely new set of clever things that you can do, that the app allows you to do, that the physical game doesn’t.” For example, the iPhone and Android app for the ThinkFun classic Rush Hour keeps the game’s objective the same but also counts the number of moves it takes a player to solve the puzzle and tells him if he could have done it more efficiently. Its digital presence has further established ThinkFun in the specialty market as a trusted toy brand. “It just amplifies how important it is to be able to get not only that direct feedback for us because we listen, but for the people who buy our products to be able to talk to each other,” says Barthello. In terms of development, just as its name says, ThinkFun products are focused on
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being one part fun and one part thought-provoking. So, when Ritchie and Barthello consider new products, they look at what set of reasoning skills the game can help test. For example, best-seller Math Dice tests reasoning and math abilities, new game Swish tests spatial reasoning, and the classic Rush Hour tests the ability to focus in on details. “For us, the whole idea is if we can give you a sense of accomplishment from using your brain to solve a problem while having fun, then we’ve done our job,” says Ritchie. While most of its games are for ages 8 and up, the ThinkFun Jr. line offers versions tailored for younger minds. Plans are also underway to expand the line in 2012 with its first-ever game for babies—Roll and Play—equipped with droolproof cards and easy color-coded activities to help teach simple skills such as color recognition. “We are focused on impacting as many kids in a positive way as we possibly can, so we don’t feel constrained by the product in the box,” says Barthello. “As we go forward we are looking for different ways to collaborate with different organizations to bring the magic of ThinkFun into all kids’ lives, even if it isn’t from buying the game off the shelf.”
YOU’RE HIRED
aMerICan GreetInGs ProPertIes
saBan Brands
sChWeItzer & oLIFF, ProMotIons
kehoe & hardMan, aPPoIntMents
american Greetings Properties (aGP) promoted Matt schweitzer to senior brand manager. he will serve as the ambassador for the Care Bears and strawberry shortcake brands. schweitzer will work with both internal and external partners, domestically and internationally, to facilitate flow of information among all stakeholders and will drive the business forward through these relationships, information sharing, and strategic planning. aGP promoted Gabrielle oliff to vice-president, brand and marketing. she will take the lead role in developing aGP’s global branding, marketing, and Pr programs. oliff will oversee strategy creation and execution, business development, and strategic partnerships for the current portfolio, as well as all future properties launched.
saban Brands LLC, a wholly owned subsidiary of saban Capital Group, Inc., appointed Bill kehoe as Coo and CFo. kehoe will provide strategic leadership and oversee operations, finance, accounting, human resources, and It functions across all aspects of the saban Brands businesses, including the television production entities. he will also take an active role in identifying and executing new acquisitions, as well as bolstering the company’s global growth strategy and initiatives. kehoe joins saban Brands from the Beanstalk Group, where he most recently served as Coo and CFo. John hardman joins saban Brands as the director of development & programming. he will oversee the creative development and Bill Kehoe production of content for saban Brands’ properties, including Power rangers and Paul Frank. hardman will also oversee the development of multiplatform content strategies for all intellectual properties acquired by saban Brands. he joins saban from kids WB!, where he oversaw development and programming on the series Pokémon, Yu-Gi Oh!, Jackie Chan Adventures, X-Men: Evolution, and others.
taLICor/arIstoPLay todd JaCoBs, PresIdent talicor/aristoplay, a publishing company in the board game industry, appointed todd Jacobs as president. Jacobs was previously the vice-president of talicor/aristoplay in charge of sales, marketing, and product development.
WILd PLanet entertaInMent, InC. JosePh GundLaCh, sPeCIaLty saLes ManaGer Wild Planet entertainment, Inc., hired Joseph Gundlach as specialty sales manager. Gundlach’s new role includes managing Wild Planet’s specialty accounts and outside sales groups. his experience includes 23 years at LeGo, where he held various positions. Most recently, Gundlach focused on key account management for consulting companies hired by MeGa Brands, k’nex, and others. he also worked as a consultant in the areas of product development, strategy, and P&L improvement.
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Brodsky & Mooney Leave Posts; ChaPek ProMoted Leigh anne Brodsky has left her position as president of nickelodeon and viacom Consumer Products. In a statement, the company praised Brodsky for her work building the dora the explorer and spongeBob squarePants brands, but said she will not be replaced. her position was eliminated as part of a company-wide realignment, a spokesperson for nickelodeon said. Brodsky had been with the viacom family for more than a decade. In her current post, she lead the licensing and merchandising for Mtv networks, Comedy Central, nickelodeon, tv Land, spike, and other viacom properties. andy Mooney resigned from his post as chairman of disney Consumer Products (dCP). he joined the company in december 1999 as president of dCP and was promoted to chairman in May 2003. no further information was given as to his next role. disney named robert Chapek as president of dCP. he will oversee a newly formed companywide consumer products organization, which will consolidate retail and licensing across disney’s lines of business including Walt disney studios, Pixar, Marvel, Media networks, Interactive Media, and Consumer Products. Chapek was most recently president of distribution for the Walt disney studios.
events of
Calendar
Industry-Related Trade Shows November 17–18
Toy & Game Inventor Conference
tagie.net
Navy Pier
Chicago
19–20
Chicago Toy & Game Fair
chitag.com
Navy Pier
Chicago
30–12/3
Dubai World Game Expo
gameexpo.ae
Dubai International Convention Centre
Dubai, UAE
December 4–7
Grand Strand Gift & Resort Show
grandstrandgiftshow.com
Myrtle Beach Convention Center
Myrtle Beach, S.C.
5–10
International Halloween Show
hiaonline.org
Halloween Tower, 1115 Broadway
New York City
9–12
Hong Kong Toys & Games Fair
hktoyfair.com
Hong Kong Convention & Exhibition Centre
Hong Kong
10–13
CES
cesweb.org
Las Vegas Convention Center
Las Vegas
24–26
The Toy Fair
toyfair.co.uk
Olympia Grand Hall
London
JaNuary
February 1–6
Spielwarenmesse International Toy Fair
toyfair.de
Nuremburg Exhibition Center
Nuremburg, Germany
7–10
Kidscreen Summit
summit.kidscreen.com
Hilton New York
New York City
12–15
New York International Toy Fair
toyassociation.org
Jacob Javits Convention Center
New York City
march 2–6
Minneapolis Mart Gift & Acc. Show
mplsgiftmart.com
Minneapolis Mart
Minnetonka, Minn.
6–8
Playworld Middle East
playworldme.com
Dubai International Convention Center
Dubai, UAE
6–9
Australian Toy, Hobby, & Nursery Fair
toyfair.com.au
Melbourne Convention & Exhibition Centre
Melbourne, Australia
8–11
Halloween Costume & Party Show
hcpshow.com
America’s Center
St. Louis
19–22
Bologna Children’s Book Fair
bookfair.bolognafiere.it
Bologna Fair Centre
Bologna, Italy
24–27
Western Toy & Hobby Show
wthra.com
Long Beach Convention Center
Long Beach, CA
1–4
MIPTV
mipworld.com
Palais des Festivals
Cannes, France
16–18
London Book Fair
londonbookfair.co.uk
Earls Court Exhibition Centre
London
21–23
Ed Expo
nssea.org
Baltimore Convention Center
Baltimore, Md.
27–30
Hong Kong Gifts & Premium Fair
hkgiftspremiumfair.com
Hong Kong Convention & Exhibition Centre
Hong Kong
april
TOY FAIR 2012 FEBRUARY 12–15; JACOB JAVITS CONVENTION CENTER, NEW YORK CITY; LICENSING SHOW 2012 JUNE 12–14; MANDALAY BAY CONVENTION CENTER; LAS VEGAS;
82 TOYS & FAMILY ENTERTAINMENT OCTOBER 2011
WWW.TOYASSOCIATION.ORG
WWW.LICENSINGEXPO.COM