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October 2014 Volume 9, No. 4
features
departments
30 Crafting for the Maker Movement by Jennifer Lynch
32 Product Presentation: Arts & Crafts/Activity Toys by Jennifer Lynch
34 Science Toys Move Full STEAM Ahead by Jennifer Lynch
36 Product Presentation: Science Toys by Jennifer Lynch
38 2015 Predictions: State of the Industry by Nancy Lombardi
8
Observations & Opinions
12 Trending
14 The Ticker
16 Entertainment Marketplace: Paw Patrol 18 Merchandise Makers: Innovation First 20 Industry Forum: TIA
22 Industry Forum: ASTRA
24 Industry Forum: Design Edge
44 2015 Toy Preview
26 Industry Forum: ToyFest West
82 Specialty Emporium: Sento Sphere
84 You’re Hired
by Nancy Lombardi by Jennifer Lynch
Page 66
Supplement
72 Observations & Opinions by Andy Krinner 74 Top Global Brands Participate in Asian Licensing Show 2015
by Hong Kong Trade Development Council
76 Brand Licensing Europe by Jennifer Lynch
28 Industry Forum: TIF 86 Calendar of Events
on the cover
From the left: Moose Toys’ Glitzi Globes Ferris Wheel; Alex Toys’ Eco Paper Making kit; Spin Master’s Wacky-tivities Kinetic Sand in assorted colors; RoseArt’s Graphic Skinz; The Maya Group’s Make Your Case Phone and iPod Case Décor Tape and Spin Art kits; Kahootz’s The Original Super Spirograph Design Set COVER DESIGNED BY JENNIFER LYNCH
on this page
From the top left: Creativity for Kids’ Wonderful Washi Tape; Sento Sphere’s My Perfume Maker; Little Snoopy from Basic Fun; K’Force Build and Blast from K’NEX; Paw Patrol from Spin Master, airing on Nickelodeon; Crayola Paint Maker; Innovation First’s VEX Robotics Spider Construction Set
20 pc. Accessory Pack
32 pc. Gear Set
37 pc. Gear Set
22 pc. Power Set
61 pc. Gear Set
27 pc. Power Accessory Pack
From Magformers, the makers of 62 Pc Rainbow Set - a 2014 TOTY Educational Finalist 734-667-1673 Untitled-1 1
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OBSERVATIONS & OPINIONS
WWW.ANBMEDIA.COM
Slow and Steady Wins the Race BY
BOB GLASER
s some of you know, I am a sports fan. I can always make an analogy comparing the sports world to the business world. Now seems like a good time to compare sports to the toy industry. The NFL season is in full swing. Some teams started the season undefeated while others have a break-even record. And there are those, that as of this writing, have yet to win a game. Every week, the sports media have a field day with projections. Starting on the first day of the season, if a team wins they will take it all the way to the Super Bowl. On the flip side, if a team loses, they should pack up it now, head home, and start fresh next year. But the lesson really should be: slow and steady wins the race. Final numbers are determined when the season is over. The toy industry is not much different. As consumers, we all shop in mass market stores in early September and see the aisles filled with Halloween merchandise. We all lament about the end of summer and how the candy and costumes seem to emerge earlier every year. I understand, from the retailers’ perspective, the need to get product on shelf but consumers just aren’t ready yet. This raises the usual gripes from manufacturers as to how the season will be a bust because consumers aren’t spending. But sure enough, two weeks before Halloween everyone is buying their costumes, candy, and decorations. And before you can even swallow that piece of Halloween candy, retailers turn their attention to Christmas and the same cycle starts again. The holiday season should be thought of as a marathon and not a race. It should not be judged by the first few weeks of sales—just as you can’t pick the Super Bowl winner on the first day of training camp. A large portion of Christmas sales happen in the last two weeks before the holiday. Stay the course. All plans have been made. Now it is up to the consumer to go out and execute the game plan. While there is no such thing as a guarantee in sports or in sales, a few properties that we know will be hot for this holiday season were on display at the TTPM Holiday Showcase on October 1 in New York City. Disney’s Frozen, Teenage Mutant Ninja Turtles, Paw Patrol, and Doc McStuffins were all standouts on the list. For the full Most Wanted List, visit ttpm.com. Now, the industry gathers in Dallas to begin the 2015 game plan. Team aNb Media will be in attendance. We hope to see you there. Safe travels and have a great show.
A
8 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
October 2014 • Volume 9, Number 4 PUBLISHER BOB GLASER BOB@TTPM.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@TTPM.COM ADVERTISING DIRECTOR DONNA MOORE DONNA@TTPM.COM CONTROLLER MARY GROGAN MARY@TTPM.COM EDITOR IN CHIEF JIM SILVER JIM@TTPM.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@TTPM.COM ASSISTANT EDITOR JENNIFER LYNCH JENNIFER@TTPM.COM WEB DEVELOPER BRENDAN SANABRIA BRENDAN@TTPM.COM CONTRIBUTORS KATHLEEN MCHUGH; KRISTIN MORENCY GOLDMAN; MATT NUCCIO; TIA STAFF; TOYFEST WEST MARKETING TEAM; TOY INDUSTRY FOUNDATION
PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM ANB MEDIA, INC. 229 WEST 28TH STREET, SUITE 401, NEW YORK, N.Y. 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 TOYS & FAMILY ENTERTAINMENT is published four times per year by aNb Media. Copyright 2014 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.
TRENDING
Trending: What Consumers Are Searching For The trending list is taken from aNb Media’s consumer website, TTPM.com. The site’s Trending Review is a list of the most popular items on the site, as determined by consumers. It’s generated by the number of page views for that item in the previous 30 days, updated every 24 hours. Here is the list, in trending order, on September 21.
Puppy Surprise Sugar and Her Pups
Despicable Me 2 Agnes’ Fluffy Unicorn
Shopkins Small Mart
Little Live Pets Tweet Talking Bird with Cage
SPELLINGCITY APP SpellingCity
MY MAGICAL MERMAID WATER WONDERLAND Zuru
PUPPY SURPRISE SUGAR AND HER PUPS Just Play
INVITE BANDZ Marked Private
LITTLE TIKES PRINCESS COZY COUPE MGA Entertainment
THE AMAZING SPIDER-MAN MEGA BLASTER WEB SHOOTER Hasbro
DESPICABLE ME 2 AGNES’ FLUFFY UNICORN Thinkway Toys
12 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
Disney Frozen Elsa Musical Light-up Dress
SHOPKINS SMALL MART Moose Toys
SEASON 1 SHOPKINS 12-PACK Moose Toys
DESPICABLE ME 2 FEMALE MINION ADULT COSTUME Rubie’s Costume Company
LITTLE LIVE PETS TWEET TALKING BIRDS WITH CAGE Moose Toys
DISNEY FROZEN ELSA MUSICAL LIGHT-UP DRESS Jakks Pacific
SEW COOL SEWING STUDIO Spin Master
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THE TICKER
A Recap of Industry Headlines • For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Alerts
MICROSOFT TO ACQUIRE MOJANG, MINECRAFT
Last month, Microsoft Corp. reached an agreement to acquire Mojang, the Stockholm-based game developer, and its Minecraft franchise. Under the terms of the agreement, Microsoft will acquire Mojang for $2.5 billion. Under the terms of the acquisition, the Mojang team will join Microsoft Studios, which includes the studios behind global franchises Halo, Forza, Fable, and more. According to Microsoft, the company’s investments in cloud and mobile technologies will enable Minecraft players to benefit from richer and faster worlds, more powerful development tools, and more opportunities to connect across the Minecraft community. Subject to customary closing conditions and any regulatory review, the acquisition is expected to close in late 2014. Microsoft expects the acquisition to be break-even in FY15 on a GAAP basis.
TRU TO FEATURE CLAIRE’S SHOPS
Toys “R” Us (TRU) and Claire’s have entered into a strategic global partnership to bring Claire’s products to TRU customers in select stores around the world. Following a successful pilot program in Europe, Claire’s-branded shops within TRU stores will expand to nearly 100 locations across the continent, including stores in the UK, France, Germany, Austria, and Spain, and as well as 12 TRU locations in the U.S. by the end of 2014. Shoppers will be able to choose from thousands of products found in Claire’s stand-alone stores, including a unique assortment of jewelry, headbands, hair and fashion accessories, jewelry holders, legwear, seasonal items, and more. Two Claire’s locations in the U.S. officially debuted last month in the company’s flagship Times Square and FAO Schwarz stores in New York City. These larger shop locations will be the only stores to feature ear piercing services at this time. The additional 10 U.S. locations are expected to be open by the end of this month and will be located in Murrieta, Calif; Colorado Springs, Colo.; Jensen Beach, Fla.; Florence, Ky.; Waldorf, Md.; Henderson, Nev.; Toledo, Ohio; Tulsa, Okla; Philadelphia, Pa.; and Houston, Texas. The shops will vary in size by location. The two brands will support the launch with a cross-promotional program, inclusive of targeted email marketing, social media, and signage within participating TRU stores.
PATCH PRODUCTS ACQUIRED BY TOPSPIN PARTNERS
Patch Products founders, Fran and Bryce Patch, have sold the family business to Topspin Partners, a private equity firm. “The growth Patch has seen in recent years is a result of its diverse, multi-category product line and its distribution in both mass and specialty retailers,” said Stephen Lebowitz, managing director at Topspin, in a statement. “We are excited to have found this outstanding company and are looking forward to supporting its management team and building upon its strong foundation.” The Patch headquarters and management team, led by CEO Bob Wann, will remain in place, according to the announcement. “We are excited to have Topspin as our partner going forward,” says Wann. “It was very apparent from all of our discussions that Topspin shares the same excitement and support for the strategic vision we have for Patch. This, combined with the additional financial resources that they can provide, will trigger further expansion and growth for Patch.”
14 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
HASBRO INTRODUCED IN-STORE 3-D PRINTING EXPERIENCE
Hasbro teamed with 3DPlusMe to introduce Super Awesome Me, a personalized 3-D printing experience that allows kids to become one of their favorite superheroes. The Super Awesome Me initiative provided fans with a customized, one-of-akind action figure through a unique, in-store experience. In conjunction with Disney Consumer Products’ Marvel Super Hero September celebration, the Super Awesome Me experience launched at 10 Walmart and two Sam’s Club throughout the month. In-store scanning stations featured a 3-D face scanner that captures their likeness to create a 3-D model. Fans can choose from Captain America or Iron Man to create a personalized 12-inch action figure. The figures feature a traditional articulated plastic action figure body and a full-color 3-D printed head.
AMAZON L AUNCHES ITS FIRST KIDS TABLET
Amazon introduced Fire HD Kids Edition, which is built around three ideas: a two-year, worry-free warranty; a oneyear subscription of Amazon FreeTime Unlimited, giving kids unlimited access to 5,000 books, movies, TV shows, educational apps, and games (at no additional cost); and the feel of a real tablet—the Kids Edition features a quad-core processor, a vivid HD display, front- and rear-facing cameras, Dolby Digital audio, and more. The Fire HD Kids Edition starts shipping this month and retails for $149 for a 6-inch tablet and $189 for a 7-inch tablet.
Hasbro’s Super Awesome Me action figure
OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 15
ENTERTAINMENT MARKETPLACE
PAW PATROL
BY
NANCY LOMBARDI
NEED
O
ne of the hottest properties this year for preschoolers is Paw Patrol. It is a CG-animated, action-adventure series starring a pack of six heroic puppies led by a tech-savvy 10-year-old boy named Ryder. The premise of the story is, when trouble strikes Adventure Bay these heroic pups are there to save the day with a unique blend of problem-solving skills, cool vehicles, and cute doggy humor. From Marshall the fire pup to Chase the police pup, each character brings unique personality and skill to the team, modeling the importance of teamwork and good citizenship. Paw Patrol made its U.S. debut on Nickelodeon in August 2013. It made its retail debut May 18, 2014, at Toys “R” Us. The exclusive launch deal lasted one month. Now the product line is widely available and, by all accounts, is expected to be a must-have this holiday season. Spin Master owns the worldwide toy rights and is responsible for producing and distributing Paw Patrol in Canada through broadcast partners TVO, Knowledge Network, and City TV. Nickelodeon licensed the global (excluding Canada) distribution rights from Spin Master for the series on behalf of Viacom International as well as all ancillary exploitation rights, including licensing and merchandising. It’s a property with classic play patterns, classic characters, and storylines that are sure to appeal to preschool audiences for years to come.
16 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
TO
KNOW
Spin Master owns the worldwide toy rights and is responsible for producing and distributing Paw Patrol in Canada through broadcast partners TVO, Knowledge Network, and City TV. Nickelodeon licensed the global (excluding Canada) distribution rights for the show from Spin Master on behalf of Viacom International as well as all ancillary exploitation rights, including licensing and merchandising.
This past spring, Nickjr.com launched a short-form video series featuring iconic moments, silly outtakes, and surprising scenes from Paw Patrol. Paw Patrol is about a group of pups led by a tech-savvy 10-year-old boy named Ryder. Chase is a German Shepherd police pup and super spy. Marshall is a Dalmatian fire pup. Rocky is a mixed-breed pup who is the recycler and repair pup. Rubble is an English Bulldog construction pup. Skye is the Cockapoo aviation pup. Zuma is the Chocolate Labrador water rescue pup.
Little Kids offers an assortment of Paw Patrol items across its key bubble products. All items are recommended for ages 3 and up and come with bubble solution. The Paw Patrol Squeeze ‘n Blow PopUp Bubbles let kids squeeze the bottle and the wand pops up loaded with bubbles. Blow through the wand and watch the bubbles fly. Release the bottle, and the wand drops down to re-dip. There is also the Paw Patrol Bubble Liquid and Wand, the Paw Patrol Giant Bubble Wand, the Paw Patrol No-Spill Mini Bubble Tumbler, and the Paw Patrol No-Spill Bubblin’ Bucket (shown), which lets three kids play at one time.
Little Kids
LeapFrog has five Paw Patrol video apps featuring six episodes per app. Two of the top choices, according to LeapFrog, are Paw Patrol: Ruff Ruff Rescues! and Paw Patrol: Paw Patrol to the Rescue! Both titles focus on the themes of helping others, neighborhoods and communities, and problem solving. The apps are compatible across LeapPad3, LeapPad Ultra, LeapPad2, LeapPad, LeapsterGS, and Leapster Explorer.
LeapFrog
Spin Master has the worldwide toy rights for Paw Patrol. Its product line features an assortment of plush, figures, vehicles, and the playsets. Some of the items in the line include the Action Pack Pup with Badge, Paw Patrol Racers, Paw Patrol Rescue Vehicles, Paw Patrol Pup Pals, Paw Patrol Real Talking Chase, and Real Talking Marshall. The key driver in the line is the Paw Patrol Lookout HQ Playset (shown above). This is the location featured in every episode. It comes complete with working elevator, slide, lights and sounds, a Chase figure, and vehicle. No batteries are required.
Rubie’s Costume Co. announced the launch of officially licensed costumes for Paw Patrol. Available in child sizes toddler and small, the Paw Patrol Costume Collection includes the heroic pups Marshall, Chase (shown), and Skye. In addition, the collection is also available for pets. Both lines will be available for this Halloween.
Rubie’s Costume Co.
Spin Master
VTech is offering bundles of Paw Patrol software, which will be featured in the InnoTab Tablets. The content will focus on science and social studies and will teach problem-solving skills.
VTech
Decorate a preschooler’s bedroom with their favorite heroic puppies using RoomMates’ Paw Patrol Peel-and-Stick Wall Decals. These wall decals are 100 percent removable and easy to apply, according to the company. They measure between 1.5-inches wide by 1.4-inches high to 4.4inches wide by 12.2-inches high.
RoomMates
OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 17
MERCHANDISE MAKERS
CONTINUING TO PUT INNOVATION FIRST BY JENNIFER LYNCH
n the world of science, insects are often used as evolutionary markers. They reproduce fast enough to allow observers to see the evolutionary trend in their genes over a short period of time. And in the toy world, Innovation First’s own robotic insects, Hexbugs, are quickly serving a similar purpose—demonstrating both the evolving trends in technology as well as paving the path toward higher functioning robotic toys for today’s tech-savvy kids. “The initial Hexbug creation was simple, easy to manufacture, and yet had a lot of visual interest,” says Tony Norman, cofounder, president and CEO, Innovation First. “It exposed the electronics, without relying on secondary decorations, like graphics or silk-screening. To bring this product to market, we borrowed visual cues first from industrial robotics and also nature, creating five different top designs that would work on the same chassis—improving manufacturing efficiency.” The idea took root as a way to expose kids at a much younger age to the power of robotics. The company kept expanding that strategy keeping kids engaging with the field. Today, the Hexbugs line as a whole continues to evolve beyond its initial assortment, adding new traits that allow its robotic critters to defy gravity and crawl through vertical habitats (Nano V2), swim though water (Aquabots), and more. The company has also added licensed brand extensions with Tony Hawk Circuit Boards, Hexbug Transformers, Tagamoto, and a new line of Hexbug cat toys. “Whenever possible we try to apply a ‘guts out’ approach, to expose the inner mechanisms and get kids thinking about the science behind the robot,” says Norman. The fact that the demand for STEM toys has increased has only worked in the company’s favor. Innovation First is also shifting its attention to its other proprietary line, the VEX Robotics Design System, which currently serves as a leading classroom robotics platform. The company even hosts the world’s largest and fastest growing robotics competitions (VEX IQ Challenge and VEX Robotics Competition) based on the line, for students from the elementary school to university level. The company often uses the competition as a grounds for recruiting top performing university students/young engineers for its
I
18 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
Pictured here is the Hexbug VEX Robotics Spider Kit in Innovation First’s new line. This incorporates more advanced robotics building and programming.
internship program, working with them to glean their input and keep ideas for product development fresh and forward-thinking. “This exposure puts us on the bleeding edge of consumer technology,” says Norman. “We continually pull new technologies and innovations out of the world of robotics and find ways to incorporate them into our consumer toy products. This is a stark contrast from traditional toy companies that have to constantly seek out the next innovation, or find ways to stretch their products to be more advanced.” And while its VEX Robotics line previously catered almost exclusively to students and teachers in the classroom and in afterschool programs, today the company is transitioning it to the toy aisles in a low-cost, age-appropriate way. Combing it with the qualities that have helped garner Hexbugs’ success, in the new VEX Robotics line launching this fall at mass retailers, kids can now create, construct, and program their own giant Hexbugs. “Building a robot from scratch is a very visceral experience that draws kids in and makes them want to keep building, driving, and programming,” says Norman. “Between our Hexbug and VEX Robotics lines, we have created a continuous play experience that will take a user from cradle to college.”
INDUSTRY FORUM
FALL TOY PREVIEW OFFERS SNEAK PEEK AT THE HOTTEST TRENDS IN THE TOY WORLD BY
KRISTIN MORENCY GOLDMAN, TIA
ust as global buyers flock to Fall Toy Preview every October to spot the hottest new product lines, Toy Industry Association (TIA) trend scouts hold one-on-one exhibitor appointments at the show to preview the latest trends and developments in toys, play, and youth entertainment. This year, TIA’s trendspotters are meeting with more than 100 exhibitors at the Dallas Market Center to collect details (under embargo) about the cutting-edge toys and games slated for release in 2015.
J
“The products we review at Fall Toy Preview help us spot the hottest trends in toys and play for the following year,” says Ken Seiter, TIA vice-president of strategic communications. “These trends are officially unveiled at TIA’s North American International Toy Fair in February.” In light of TIA’s “Value of Play” multimedia campaign, which will launch in time for the upcoming holiday shopping season, TIA’s trends team is striving to connect emerging toy trends with the many benefits of play—including play’s ability to lay the foundation for a skilled, healthy, resilient, and successful society.
20 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
“Our trendspotting activities in Dallas and throughout the year help to ensure that our industry’s wonderfully creative and developmentally beneficial tools of play are recognized by the media and, ultimately, by consumers,” says Seiter. “Our key goal is to remain in the know about what’s hot for kids, while highlighting the critical role that toys play in the healthy development of children of all ages.” TIA will also continue to relate the world of toys to a variety of outside factors—including education, pop culture, health, fashion, technology, and the economy—to determine their impact on the shopping habits, likes and dislikes of millennial families, and to help toymakers, retailers, and others within the industry stay relevant with today’s kids. For example, the “So Retro!” trend named by TIA in 2013, which focused on a growing number of nostalgic, vintage, and classic playthings, was further enhanced in this year’s “Back-to-Basics” trend, signifying a societal yearning for classic, low-tech toys and games that help bridge the gap between generations. This trend is expected to evolve even more in 2015, as statistics show that parents continue to seek out a balance between classic and tech toys in order to provide their kids with a well-rounded play experience. Another example is a new trend for 2014, which was first identified by TIA at last year’s Fall Toy Preview, involving an inundation of “Frightfully Fun” toys and games based on zombies, monsters,
and more. These “spooktacular” playthings are now available in just about every aisle at the toy store, from educational games and plush to ride-ons and R/C. Though the next big craze for 2015 is anyone’s guess, it will likely come to light in Dallas. “Trends and fads move at the speed of light,” says Seiter. “TIA does the groundwork to connect our members’ newest products with relevant trend categories, before sharing this information with journalists and families. We want to help our members grow and sustain their businesses by raising awareness about the power, value, and magic of play.” TIA members are encouraged to reach out to TIA’s public relations team as trend experts begin collecting data to determine the “it” toys of 2015. The team will do its best to accommodate last minute requests for product previews at Fall Toy Preview; those who are unable to catch up with the public relations team at the show are encouraged to reach out to TIA leading up to the holiday season. Preference for all preview appointments and media opportunities is given to TIA members. To book a meeting, contact TIA’s Adrienne Appell at (646) 520–4853 or aappell@toyassociation.org. For additional information on toy trends and trends spotted in parallel industries, visit the Industry Facts section of ToyAssociation.org.
INDUSTRY FORUM
SEND A SHOP-LOCAL MESSAGE THIS HOLIDAY SEASON BY
KATHLEEN MCHUGH, ASTRA
s we ramped up to the holiday season a year ago, more than a third of consumers said they planned to shop at locally owned retail stores. That was up from one quarter of shoppers who said they planned to do so in 2012. Survey numbers are not yet available to make predictions about 2014. But judging by the nearly 400 percent growth over a recent five-year period in independent business alliances and Local First groups around the country, you can bet that more shoppers have gotten the message, which means we are likely to see more shoppers looking for locally owned businesses to spend their holiday dollar this year.
A
YOUR COMPETITIVE ADVANTAGES OVER BIG BOX GIANTS
The fact that your store is independent and owned by someone—you—who has deep roots in your town or city and an enduring interest in its well-being gives you several competitive advantages over the giant big-box retailers. For example: • Every dollar that customers spend at your store generates almost four times as much economic benefit for your community as the same dollars spent at a chain store. • You understand local families and their needs, and you can be much more responsive to their interests than a cookie-cutter national brand store. • Your store’s distinctive character can attract customers looking for a shopping
22 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
experience that is more fun, less stressful, and offers a broader, more diverse range of unique product choices than a chain store organized around a national sales plan and volume purchasing. • Your store is an example of strong corporate citizenship because it creates local jobs, is likely to be located in downtown or neighborhood business districts that require comparatively little infrastructure and makes more efficient use of public services compared to retail giants that require sprawling parking lots, and road construction to support them, etc.
GETTING THE SHOP-LOCAL MESSAGE OUT TO YOUR CUSTOMERS
Specialty toy retailers who are members of the American Specialty Toy Retailing Association (ASTRA) can benefit from the shop-local trend. Even if your store is not yet part of a business alliance that is joining forces to promote patronage of locally owned businesses, you can include the message in your store’s outreach in several ways. • Feature your independence in your promotions. Every time you reach out to customers and prospects, mention that you are locally owned and encourage shopping local. Put this in your ads, on your website, in your e-blasts, on your Facebook page, in tweets, and in signage in your store. • Participate in ASTRA’s Neighborhood Toy Store Day celebration on November 8. Even if your participation in the event is modest, you can use Neighborhood Toy Store Day as a way to reinforce the message of your commitment to the community—for
example, by supporting a local charity with a percentage of sales or matching customer gifts on that day. You can point out to customers and the public that locally owned businesses contribute to local nonprofits at twice the rate of national chains. The key message that comes out of Neighborhood Toy Store Day? “Our store is a good citizen in this community, and we care.” For toy retailers who want to leverage the “shop local” message in their markets, ASTRA provides several resources. ASTRA is active in the American Independent Business Alliance (AMIBA) and the Institute for Local Self-Reliance (ISLR), from which it sources ready-made, easy-to-use tools its members can use to highlight the economic, environmental, and community-pride benefits of shopping at locally owned and operated toy stores. ASTRA’s next Marketplace & Academy (to be held June 7–10, 2015, in Charlotte, North Carolina. Visit www.astramarketplace.org for details) is another place to collect ideas for do-it-yourself alliances and campaigns. Independently owned toy retailers do much more than stock the best toys in town and provide outstanding customer service. Let’s make sure our customers know what we do for the local economy and how we add to the energy and unique character of our communities.
RESOURCES AVAILABLE
FROM
ASTRA
Kathleen McHugh is president of the American Specialty Toy Retailing Association (ASTRA). Visit astratoy.org.
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INDUSTRY FORUM
INVENT A REVOLUTION: WHAT THE TOY INDUSTRY CAN LEARN FROM INSULIN PUMPS AND COCHLEAR IMPLANTS BY
MATT NUCCIO, DESIGN EDGE ast year, during our family vacation, we brought our two sons to a nice restaurant for my wife’s birthday. We knew it was a gamble, but our young boys are generally well behaved in public so we took the risk. The restaurant was scenic and quiet. It was definitely more of a couple’s cove as opposed to the typical family joints that our boys are accustomed to. Their past dining experiences revolved around the “here-aresome-crayons, now-go-color-the-pictures-on-the-placemat” sort of places.
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After we were seated, I was a bit concerned about how quiet the place was. I could clearly hear people talking softly at the tables on either side of us. To my left, I could hear a young couple speaking French. To my right, an older couple discussed medical procedures. During the meal, I would hear tidbits of both conversations. While I had no clue what the French couple were discussing, I couldn’t help but hear the older couple talking
24 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
about insulin. As our dinner ended, the older woman leaned over and complimented us on how well behaved our boys were and we started some small talk. My wife then asked if either of them are diabetics explaining that we could’t help but hear them discussing insulin. We explained that our 3-year-old was diagnosed with Type 1 Diabetes one year earlier. Insulin has become a keyword in our household. The gentleman then asked if my son was on an insulin pump. After we relayed that he was, the man stated that he was the person who invented it. For those who do not know, an insulin pump is an electronic device that monitors and administers insulin. It is a major medical breakthrough and a multi-billion dollar industry. Before this pump was invented, insulin-dependent diabetics had to use hypodermic needles to control their blood sugar. We spent a considerable amount of time speaking with the couple, Claude and Alfred Mann. They were both very charming. Alfred, finding out that I, too, was an inventor, went on to tell me of his other medical inventions such as the cochlear implant that restores hearing and an insulin inhaler. Now in his late 80s and a multi-billionaire, he still continues to invent devices that revolutionize medicine. What I found most interesting about him was that he was working to cure
major medical problems with technology as opposed to using medication. In an industry where the common road is to pump people full of drugs, he was taking an alternative route. Part of his genius is in taking the road less traveled. So now you are thinking, how does all of this relate to the toy industry? The real question is, “How can we, as individuals and collectively as an industry, take the blinders off?” While there have been some dramatic new toys and entertainment devices introduced over the past few years, a large portion of the toy manufacturing and retailing segments tend to “play it safe” by sticking to old formulas or knocking off existing products with cheaper versions in order to capture shelf space. There is reluctance to experiment with inventive ways of presenting consumers with new and better product. Following this formula only keeps our industry in a malaise. To bring back excitement, which will lead to more sales, we have to take a lesson from Alfred Mann. Think outside of the box and go against the flow. It can revolutize an industry and maybe even change someone’s life. 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.
CREATIVE
An essential ingredient to every toybox, every childhood, every generation. See a world of puppets at www.folkmanis.com 0r call 1-800-654-8922 for a free catalog. Visit us at all major gift and toy shows.
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INDUSTRY FORUM
TOYFEST WEST ROCKS LAS VEGAS BY
TOYFEST WEST MARKETING TEAM
Aerial views from ToyFest West 2014
he annual ToyFest West trade show is gearing up for its 54th toy show and an exciting third year in Las Vegas. Held at the premium South Point Casino and Hotel in Las Vegas, attendees will continue to enjoy top amenities including world-class restaurants, a spa, a full casino, shuttles to and from the strip, and more (all with very reasonable room rates) making it one of the most cost effective trade show locations in the country. The Western Toy and Hobby Representatives Association (WTHRA) will once again offer the popular promotion of a free Monday night when attendees book Saturday and Sunday night at the host hotel. This offer is limited to the first 300 rooms booked. Setting itself apart from other shows in the industry, ToyFest is an important West Coast venue where more than 700 established and new vendors alike unveil their
T
26 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
products for the coming year. ToyFest offers a unique gathering place for manufacturers, buyers, and reps to work, play, learn, and share ideas. “ToyFest is the largest toy show in the West,” says Bill St. John, president of WTHRA. “It is positioned on the calendar and geographically to be of great value to our customers. For the specialty retailer, it creates an opportunity to work with their reps, see new products being introduced for the year, and connect with manufacturers. Our Las Vegas venue is conveniently located, affordable, and fun. Retailers are having a great time mixing business with pleasure.” Products that are expected to be on display at the show include traditional toys, hobby, dress-up, craft, infant and toddler, museum, science, and much more. This creates a great show value to a variety of retailers including toy, gift, hobby, educational, book, and children’s boutiques
among others. Early buy specials and promotions make ToyFest West the show to attend in 2015. For information on ToyFest West, the manufacturers and representatives who will be present in 2015, the special room rate and the 2015 program, visit toyfestwest.com or call (909) 899–3753.
TOYFEST WEST SUNDAY, MARCH 8 TO
WEDNESDAY, MARCH 11, 2015 SOUTH POINT CASINO AND HOTEL LAS VEGAS TOYFESTWEST.COM
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INDUSTRY FORUM
TOY BANK HITS $100 MILLION GIVING MILESTONE; PAYS TRIBUTE TO CONTRIBUTING TOY COMPANIES BY
TOY INDUSTRY FOUNDATION
milestone was reached by the Toy Industry Foundation (TIF), thanks to the continued generosity of the toy industry. As of September 2014, TIF has provided more than $100 million worth of toys and games to kids in need since The Toy Bank’s inception
A
staff at Little Kids headquarters package toy donations
in 2003. We’d like to thank those companies that have donated consistently each year: Alex, Funrise, Jax, Hasbro, International Playthings, Little Kids, Mag-Nif, Mattel, Pacific Play Tents, Radio Flyer, Spin Master, The Step 2 Company, and Uncle Milton. Here are some of their thoughts about partnering with TIF.
Radio Flyer volunteers
ALEX BRANDS “Working with TIF is one of the best ways to put toys in the hands of children that need them most,” says Andy Bailen, executive vice-president of merchandising, marketing, and global sourcing for Alex Brands.
PACIFIC PLAY TENTS “I will never forget being a child and going to a Christmas Present Giveaway because my parents couldn’t afford gifts,” Brian Jablon, executive vice-president of Pacific Play Tents. “If we can help TIF to make a difference to just one or two kids, then we have done our job.”
FUNRISE “Funrise strongly believes that partnering with TIF is an important part of our giving,” says Shirley Price, president and COO at Funrise. “By donating to The Toy Bank, we are bringing play to so many deserving kids.”
RADIO FLYER “Through our association with TIF we have been able to bring more smiles to more children in need than we ever could have alone,” says Robert Pasin, president and CEO of Radio Flyer.
INTERNATIONAL PLAYTHINGS “We would like to offer our gratitude to TIF and its dedication to bringing joy to children in need,” says Bryan Bendavid, vice-president of sales at International Playthings. “We are honored to provide our continuing support by making a difference in the world through play.”
SPIN MASTER “Spin Master is honored to have supported TIF since 2003,” says Ben Gadbois, global president, COO of Spin Master. “Because of foundations like TIF, millions of children get to experience the joys of play.”
LITTLE KIDS “Donating toys through TIF gives us another opportunity to make kids smile!” says Jim Engle, president of Little Kids.
28 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
UNCLE MILTON “It couldn’t be more gratifying to know that our contributions are helping to put smiles on the faces of children,” says Frank Adler, president of Uncle Milton. “We look forward to working with TIF for years to come.”
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CRAFTING FOR THE MAKER MOVEMENT
BY JENNIFER LYNCH
n 2006, Time magazine made a bold statement when it named “You” as its annual, and coveted spot, of Person of the Year. At the time, it garnered a lot of criticism, being called a cop-out among other things. But today, few would argue its relevance. User-generated content only continues to grow; YouTube serves as an avenue for self-made vlogging stars, while 3-D printers have given us the ability to create everything from a heart valve to an action figure. To put it simply, we have become, as that Time cover once alluded, a generation of makers. And this is not an idea that’s gone unnoticed by toymakers in the activity/arts & crafts space. According to the NPD Group’s Evolution of Play 2014 report, between 2012 and 2013 alone, the arts & craft category saw a 14 percent increase in domestic sales, only exceeded by kids electronics. And over the past 12 months that growth has continued, with arts & crafts outranking apps by six percent to be the fastest growing category in the toy industry.
I
The Digital Drive
One contributing factor to this growth is the role social media plays in fueling the D.I.Y. trend. “YouTube and Vine have become growing networks for young children,” says Shantelle Taylor, marketing manager, MEGA Brands. “Crafting isn’t just about scrapbooking anymore. It’s not just for artists who knit and crochet. Pinterest and sites like Etsy have brought that to the mainstream so you don’t have to be super artistically inclined to do something crafty.” Many toy companies, such as Moose, are taking an integrated marketing approach that includes posting its own craft video tutorials on Facebook, YouTube, and Instagram. “Social media has made a huge impact on the D.I.Y. movement and accessibility to the category trend setters,” says Paul Solomon, CEO, Moose Toys. “Today’s kids have access to YouTube videos, Pinterest, and Instagram to learn craft skills from cake decorating to making jewelry and accessories.” This alone has proven the impact digital is having on today’s kids, which in a category like crafts might seem out of place. However, as toymakers know, you have to be where the kids are. And kids are all about their tech gadgets. Alex Brands continues to expand its line of Tech Couture items that cater to the trend by supplying kids with electronics, such as headphones and speakers, as well as craft necessities, such as stick-on beads, thread, and more, to personalize the accessories.
30 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
Kids can place objects into RoseArt’s Graphic Skinz Studio Maker’s super suction vacuum chamber to skin them over and over again.
The Maya Group has also taken a unique approach to technology’s influence with its Make Your Case line. “Arts & crafts that tie to technology in some way, but aren’t necessarily digital, is a growing trend,” says Chuck Scothon, executive vice-president of sales, marketing, and product development at The Maya Group. “We’ve all heard about how kids are getting older younger and how technology is replacing toys. Make Your Case is a good example of how if you recognize a trend as playing an important role in the life of a child, you can tap into the trend to make it have a positive impact.” As kids embrace technology, it’s about thinking how creative activities can support or enhance that technology experience.” With the Make Your Case line, kids can personalize multiple phone and iPod cases using everything from needlepoint to décor tape to spin art.
Let’s Get Personal
Personalization and customization have continued to be buzzwords in 2014 with no signs of stopping. Generation Me is how many marketers often describe Millennials. But the same could also be said for today’s kids. After all, there is always a trickle-down effect. Kids not only seek crafts that are innovative but moreover ones they can personalize to fit their lives and styles. Make Your Case taps into this trend in two ways. First, cellphone
cases have become as much a fashion statement as the bags kids carry and the clothes they wear. “When you marry that with this activity play it just makes perfect sense,” says Scothon. In addition, each of the kits come with multiple cases to customize, amping up the repeat play factor. And ultimately, “maker” kits today are about offering innovative extensions to the play experience and encouraging kids to move beyond what’s inside the box. Crayola, for example, took the classic play of its crayons and markers and turned them into make-your-own kits with its Marker Maker and Crayon Maker sets in 2013. In 2014, the company expanded that idea with its Paint Maker. This fall, RoseArt also launched its new Graphic Skinz Studio line, which uses a special vacuum chamber to transfer “skinz” to the kit’s included model objects with the potential to skin and personalize your own goods. This item also marks the first of other like-minded products to launch in 2015. “Our real intention for RoseArt moving forward is to innovate on a different level that’s more about customization and creating sure success for kids,” says MEGA Brands’ Taylor. “The reason we believe in it so much is the sure success of it. The way we’ve developed and patented the skins is if you don’t like it, you don’t have to throw it away, just skin it again. And that goes back to the idea that you can do more with it than you have in the box. Once kids get the play pattern and skin everything in the box it becomes a goal of, ‘What can I skin next?’” As important to kids as the ease of making and personalizing creation is that end result. “We try to look at every project through a child’s eyes and invite kids to play with our products as we make them,” says Stacey Lellos, senior vicepresident, general manager of Klutz, a division of Scholastic. “When we saw the rise in popularity of embroidery, we created a special, kidsized embroidery hoop to go with our Tiny
DohVinci Style & Store Vanity
Stitches embroidery book. We had feedback that kids didn’t know what to do with their embroidery projects once completed, so we included three pendants and a necklace to create interchangeable jewelry and show-off their designs.” For young kids, frustration can often get in the way of achieving that beauty shot look seen on the page, so it’s important when introducing trends to younger age groups to make it fit for them. Alex Brands, for example, ensures it simplifies the craft processes for its Alex Jr. line. “One of the things Alex does really well is take these trends and make them into age appropriate activities,” says Allison Rosenthal, marketing manager, Alex Brands. “We have our duct tape kits, which are very popular with tweens, and yet we also offer younger kids decorative tape activities that are more guided with tape that is easier to rip. In our sewing activity kits, at an older level kids actually learn to knit, while at a younger level we offer pre-punched holes for sewing.”
Adding New Dimensions to Play
In addition to creating entirely new openended crafting experiences, there is still some-
thing to be said for innovative, new twists on classic play. Spin Master, for instance, has innovated the classic activity of sandbox creations with its Wacky-tivities Kinetic Sand, which is made of 98 percent sand and two percent polymer so it won’t dry out, molds and stays together more easily, and keeps hands and play areas clean. But none perhaps have received as much attention for innovating classics this year than Hasbro with the new DohVinci line. With a new compound that looks and smells like classic Play-Doh, but molds and extrudes in much the same way Play-Doh Plus does only even more refined. “Much of our research focused on the way kids express their creativity, and what fundamental challenges they face with the options that were available—too hard to do, process is not fun, messy, lack of ability to customize/personalize, too flat,” says Greg Lombardo, vicepresident of global brand marketing for Hasbro’s DohVinci. “DohVinci fills those needs.” Referred to by some as the first 3-D printer for kids, it has taken the classic aspects of Play-Doh that kids and parents love and turned it into a more open-ended experience. “It gives them the opportunity to experience their imagination in 3-D and allow their creativity to pop off the page,” says Lombardo. “The styler tool and design compound allow kids to create with dimension. Play-Doh has always delivered a fun process of creation and exploration, but with less emphasis on the end result. DohVinci adds on the added element of make-and-keep designs, which is something older kids are looking for as they express themselves.” But 3-D or not, it’s evident that kids of all ages and skill levels are seeking to make, create, and customize their world in a whole new way. Whether they draw inspiration from social media or their physical world, it’s up to craft and activity makers to encourage that creation.
OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 31
Activity Toys
BY JENNIFER LYNCH
Today’s young crafters are savvy and want products that can take them beyond a basic one-and-done activity to offer multiple, engaging crafting experiences. Below is a sampling of some of the products toy companies are creating in response.
Crayola
RoseArt
With the Crayola Paint Maker, kids can mix up their own batches of washable paint in virtually any color. The set includes one paint maker, 15 pots, 75 paint strips, 10 sheets of art paper, and 15 labels. It is for ages 8 and up.
RoseArt, a division of MEGA Brands, launched its Graphic Skinz Design Studio. Kids can use its special suction vacuum chamber and Graphic Skinz sheets to customize and “skin” three miniature models—or their own items. Graphic Skinz are for ages 6 and up.
The Maya Group
The Maya Group launched its Make Your Case line this fall, with plans to expand the line already underway for 2015. Kits include the Make Your Case iPhone and iPod Touch Case Maker, which lets kids create and decorate their own silicone-molded case using the kit’s special case maker. Make Your Case kits are for ages 8 and up.
Alex Brands
With the Pixel Jewelry kit, kids can flashback to the ’80s to craft 17 retro-inspired jewelry pieces from 40 pixel designs. Designs include earrings, necklaces, rings, keychains, brooches, and barrettes, which kids will make using the 1,500 melty beads in 12 bright colors. The set is for ages 8 and up.
32 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
Hasbro
Hasbro’s DohVinci Anywhere Art Studio is a twoin-one easel and storage case with space for seven Deco Pops of DohVinci modeling compound, a DohVinci Styler, and large central compartment for storing projects. The kit comes with four Deco Pops, a Styler, and five art boards to decorate. DohVinci is a uniquely formulated compound that is easy to mold and extrude on multiple surfaces including cardboard and wood. DohVinci kits are for ages 6 and up.
Klutz
Kahootz Toys
In celebration of the toy’s 50th anniversary, Kahootz is releasing the special limited-edition Original Super Spirograph Design Set. This kit comes with more than 75 pieces to work with beyond the basic wheel designs, such as a special die-cast metal 50th Anniversary Commemorative Wheel and special interchangeable Spiro-track pieces. The set is made for ages 8 and up.
With the Loop Loom Bracelets kit from Klutz, kids learn to craft super stretchy beaded and braided bracelets. The set uses its own special one-handed loop loom and combines it with a standard crochet hook to make stretch elastic bracelets in bright colors. The set comes with a 40-page instruction/idea book, Klutz-custom loop loom, crochet hook, 102 feet of elastic cord in seven colors, and a cardboard workstation with removable beading trays. The kit is for ages 8 and up.
Spin Master
Part of Spin Master’s Wacky-tivities line, Kinetic Sand is a unique sand compound made up of 98 percent sand and two percent polymer so it won’t dry out. It is available in six-ounce colored versions and a two pound box of original sand. It is for ages 3 and up.
Artterro
Artterro is an eco-friendly craft company with kits that range from beginner felting to jewelry to bookmaking. With the Canvas Bookmaking kit, kids can illustrate an original book by combining batik fabrics and ribbons with paint and beads. With simple tips and examples for inspiration, kids can paint their favorite story, sew pockets onto a padded baby book, glue in found objects for a personal art journal, and more. The kit is for ages 8 and up.
Moose Toys
Moose Toys expands its line of Glitzi Globes with the Glitzi Globes Disney Princess Castle. In this set, kids can create four Disney Princessthemed snow globes and place them around the included playset. Glitzi Globes are for ages 5 and up.
Creativity for Kids
With the Wonderful Washi Tape kit from Creativity for Kids, a division of Faber-Castell, kids use a specialized colorful paper tape called washi tape to decorate the included cardboard carrying case and 20-page journal. The kit is for ages 7 and up.
OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 33
Science Toys Move Full STEAM Ahead BY JENNIFER LYNCH
t’s impossible to discuss science today without the buzzword word STEM creeping into the conversation. STEM (science, technology, engineering, and math) concepts have become increasingly relevant to advancing our national infrastructure and today’s digitally minded world. “Now, it’s not just science teachers or college students who understand that this is important,” says Ted McGuire, president of Thames & Kosmos (T&K). “It’s become an everyday idea that everyone should know a base line of all four of these discipline areas.” But with few kids, and more specifically girls, investing in careers in STEM fields, at some point during their developmental years kids’ interest in the sciences is waning. With demands for qualified candidates in STEM fields only projected to grow, a nationwide dialogue has opened up about how to address the issue, and, more importantly, better engage kids in these fields? One obvious answer: toys. “People are becoming more aware in the U.S. that getting kids interested in STEM really starts with toys,” says Alice Brooks, co-founder of Roominate. “One of the best ways to do that is to get them building and creating because spatial skills play a huge factor in one’s STEM abilities later in life.”
I
High-Tech Science
While some have lived in this space for decades, the demand from parents for learning tools that can aid in extending their child’s STEM education beyond the classroom is bringing new players and approaches to the space. It goes without saying now that technology seeps into kids’ lives almost daily. So the “T” element of STEM is becoming a growing focus and entry point for that engagement. Part of Ravensburger’s Science X line, kids can now build their own model electric car with the Fueling Future Cars set. “This is an intricate experiment with a lot of information,” says Alexandra Deegan, director of product development and marketing, Ravensburger. “Because of all the technology today, it’s interesting for a kid to learn how electricity and motors work.” Honing in even further on the technology kids want and use, SmartLab Toys launched its Smartphone Science set this year. “We were really sensitive to parent’s concerns about how much screen time kids are getting,” says Lisa Richter, marketing and public relations coordinator for SmartLab Toys, a division of becker&mayer. “It was also about finding a balance between the tech-hungry kid and the tech-wary parent.” The kit finds that
34 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
This is the Roominate Chateau, part of Roominate’s newest STEM-focused offerings, which combine circuit building with crafting and doll play that appeal to girls.
balance by only utilizing the phone’s built-in features to use it as a microscope, teach the science behind touchscreen technologies, and turn kid’s phones into scientific learning tools. Playing off the success of the construction play pattern, many manufacturers are also turning their attention to the growing importance of robotics. “Kids love building,” says T&K’s McGuire. “And with robots, you can build them and then program them to do things.” For companies with an existing knowledge and background in this niche, robotics offers the opportunity to add a new educational component grounded in STEM that also tends to age science toys up. In some senses, 2015 could become the year of the robot. T&K will introduce a nano technology line for ages 14 and up that taps into this trend, while Innovation First is investing more in its proprietary VEX Robotics line, which now lets kids build their own Hexbugs and then customize its programming. [Editor’s note: For more information on Innovation First’s VEX Robotics, see page 18.]
Closing the Gender Gap
The open-ended play pattern of robotics and these tech-driven lines also tap into a broader trend bringing kids of all ages and genders to the sciences, and that’s hands-on activity play. One mistake people often make about girls and the sciences is the assumption that they simply don’t have an interest. But talk to any toymaker in the
field and they’ll argue the opposite. According to the National Science Foundation, a study of fourth graders even showed that when surveyed 66 percent of girls and 68 percent of boys reported liking science. So, what’s the problem? “We think the timing has always been right for girls and science,” says Nancy Balter, product manager and creator of Nancy B’s Science Club line at Educational Insights. “Our research—and our hearts—told us that young girls love science as much as boys do, but somewhere along the line girls are parting ways.” What that exact cause is no one could quite pinpoint, however many are focusing on girls’ lack of confidence with STEM tools and methods. “Our aim with Nancy B was, and is, to get girls comfortable with scientific tools and processes early on so that when the time comes to answer [a question] in class or step up to the lab table, they do so with confidence, and continue down the scientific path,” says Balter. For Nancy B, the inclusion of activity journals also taps into a play pattern that girls already like. Roominate’s founders seeks to bridge the gender gap in STEM with sets that let girls build their own doll house using circuits then customize it through a creative play component. “For both of us, it was the toys we played with when we were young that really made science and engineering fun for us,” says Roominate’s Brooks. “We love the creativity around being engineers because you get to come up with solutions to a problem no one has thought of before. When designing Roominate, we wanted to figure out a way to use engineering, use circuits, use building tools to show girls that creativity is what we think makes engineering fun.” This fall, the company expands its line to include sets that move beyond the “room” concept to build other circuit-powered sets, such as the 3-in-1 Helicopter with spinning propeller.
From STEM to STEAM
But bringing creative, hands-on play to STEM toys doesn’t just appeal to girls. In fact, many science toymakers are tapping into the maker movement, which is strengthening the arts & crafts space [Editor’s note: see page 30], as a way to reach girls as well as create a lower barrier for entry into the sciences. Essentially adding an “A” for arts to STEM to create STEAM. T&K’s new Geek & Co. Science line aims to do just that. “We wanted to make this $20 price point line more approachable,” says McGuire. “We have a lot of high-priced kits that are very advanced and take days and weeks to use. They are really educational and successful, but the fun aspect can sometimes take a backseat to the education. With Geek & Co., we put fun first and sneak the science education in behind that.” Many of its new kits add a crafting element to the play, such as using electro-luminescent wire to write your name in lights with the Neon Light Writer. Branded lines can likewise give a face to the science and make it less intimidating. The Young Scientist Club (TYSC) continues to offer science kits based on the popular Scholastic properties The Magic School Bus and Clifford the Big Red Dog. “Science can be scary to a lot of parents and by using a brand like The Magic School Bus, it gives science a friendly and fun look,” says Esther Novis, founder and president of TYSC. As a bonus, all its science kit manuals use the IP’s characters to explain the science content and guide kids through the experiments.
Pre-Science
Easing their child’s fear of the sciences, for many parents, also means introducing science concepts early on in a child’s development. And while the majority of science toys at retail today cater to the sweet spot, ages 8–12, a demand is
growing for “pre-science” toys. According to the U.S. Department of Education, the earlier kids are exposed to STEM, the less likely their interest is to fade. As more retailers dedicate more shelf space to science-driven toys, more parents are seeking introductory science toys for the 5-and-under crowd. “Retailers and consumers are asking for pre-science kits,” says T&K’s McGuire. “It’s barely even science at that point, so it’s more about teaching kids about cause and effect, how to make observations, explore their backyard, and be inquisitive. It’s simple but to a 3year-old, it’s super exciting.” Plans are already in the pipeline for T&K to launch its first science line for preschoolers in 2015. Another company that has long catered to this age group, and has seen more emphasis on this sector, is Learning Resources. The company’s Primary Science line was specifically designed to get kids discovering, exploring, and experimenting at an early age. “Children are naturally curious and want to explore the world around them,” says Rick Woldenberg, chairman and CEO, Learning Resources. “Our Primary Science products let kids start exploring the world of science at age 3. We believe helping young children make real world discoveries boosts critical STEM skills to make science inviting and fun.”
Full STEAM Ahead?
As we move forward into 2015, now the question for many will be whether or not STEM and STEAM as toy trends will fade from the consumer’s conscience. “STEM as a buzzword sort of implies that at some point STEM would be less important,” says T&K’s McGuire. “But it shouldn’t ever go away. Regardless of what the science and technology is at the time, it’s always important for kids to learn about that in a fun way.”
OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 35
Science & Exploration
BY JENNIFER LYNCH
STEM (science, technology, engineering, and math) has become a buzz word not only for today’s educators but also today’s playmakers. Seeking out new ways to build their child’s skills in STEM, more parents and caregivers are turning to the toy aisle to bring fun to the sciences for all ages and both genders.
Ravensburger
Ravensburger has expanded its Science X line with new mini and maxi science kits. The Science X Fueling Future Cars maxi kit comes equipped with all the tools kids need to build their own electric Mercedes-Benz and steer their way through nine science-based activities. The kit is made for ages 8 and up.
Learning Resources
Learning Resources introduced five new items to its Primary Science line for preschoolers, ages 3 and up, including ViewScope, Metal Detector, Color Mixing Set, Color Mixer, and Lab Gear. Encouraging scientific exploration through pretend play, little scientific explorers can use the Color Mixing Set to explore the full spectrum of color mixing with its customizable kaleidoscope. It features color chips, a spinning top with interchangeable color mixing discs, and six-piece translucent color wheel. Also included are color-mixing glasses with six lenses (pictured), three test tubes with lids and a dropper in a stand, and 10 activity cards and guide.
SmartLab Toys
Scientific Explorer
Scientific Explorer, a division of Alex Brands, has introduced its Ice Cream Science Kit. Using the kit, kids can learn the chemistry behind ice cream making while whipping up some sweet treats. Kids can invent their own recipes by mixing flavors and colors. And the fun part—a kid’s T-shirt becomes the ice cream machine. Grab a shirt, mix up the ingredients, and twirl the shirt like a jump rope to make ice cream in about five minutes. This kit is for ages 8 and up.
Thames & Kosmos
Thames & Kosmos introduced a brand new science line this year called Geek & Co. Science. With kits such as D.I.Y. Solar System Craft, kids craft the whole solar system with yarn planets. Wrap balloons in yarn and a special glue solution, let them harden, pop the balloons, paint your planets to resemble the real things, and learn about the solar system along the way. The kits are for ages 8 and up.
With the Smartphone Science kit from SmartLab toys, kids can turn their smartphone or tablet into scientific instruments for experiments. Using only their device and the contents of the Smartphone Science kit, kids can explore microscopic worlds, perform light and sound-wave experiments, investigate touch-screen technology, test GPS systems, and more. The kit is for ages 8 and up.
36 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
The Young Scientist Club
The Young Scientist Club introduced two new kits to its Clifford the Big Red Dog science line, including Clifford Animal Science and Clifford Food Science. In the Clifford Food Science Kit, kids can explore the science of food along with Clifford and his friends. Emily Elizabeth guides young scientists, ages 3 and up, through tasty experiments such as rainbow ice, ice cream in a bag, homemade butter, layered test tube, exploding marshmallow, Jell-O magnifier, chocolate slime, and more. Young Scientists will feel like real scientists as they use the included lab tray, measuring cup, test tubes, funnel, and pipette to perform their experiments.
Educational Insights
Elenco
Launching in spring 2015 for Educational Insights is the GeoSafari Jr. Science Utility Vehicle. The sturdy vehicle, made for ages 3 and up, features a 3x magnifier, red LED light for nighttime exploration, and sciencerelated imagery engraved on the tires and steering wheel. Two AAA batteries are required.
Elenco introduced its Snap Circuits Motion kit earlier this year. The kit offers 165 projects and contains more than 50 parts with a colorful picture manual. Projects include Air Fountain, Motion Detector, Mini Car, Tilt & Vibration Switches, and more. It is for ages 8 and up.
Roominate
The company has expanded its line for fall with new sets that include dolls for added play. With the Roominate 3-in-1 Helicopter, kids can wire a spinning propeller with the included motor and connecting the design pieces to create their dream helicopter, airplane, or submarine. The set includes 24 furniture building pieces, 12 connectors, two arches, a switch, motor, battery pack, screwdriver, doll, and pet. It requires two AA batteries.
littleBits
The littleBits Electronics Cloud Starter Bundle by littleBits Electronics includes everything you need to create internet-connected devices. This bundle contains six prototyping modules. Make a remote pet feeder. Use text messages to turn lights on and off. The product comes in a littleBits canvas bag. It is made for ages 14 and up.
Uncle Milton
New this fall, Uncle Milton introduces a new toy line called Dino X Team, which seeks to bring to life the intrigue of dinosaurs and the adventure of being a dinosaur explorer. Kids can create their own nighttime dinosaur adventure with the Dino Hunter UV Night Vision Goggles. The authentic looking, dualvision dino hunter goggles feature UV vision that reveals hidden dinosaur tracks. Use their Night Vision mode to see images of dinosaurs. It’s designed for ages 5 and up.
OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 37
2015 INDUSTRY PREDICTIONS BY
NANCY LOMBARDI
t’s time for another Fall Toy Preview in Dallas followed by the unofficial “L.A. Toy Fair” the following week. As the industry starts yet another new buying season, questions remain about how this holiday season will fare. The economy has certainly picked up, yet for some consumers things remain—and may forever remain—difficult. Retailers are taking that into account this holiday season as they announce their toy lists early for those shoppers who partake of layaway. As the industry looks ahead to 2015, certain trends kept resonating—classic play, retro styles, DIY crafts, customization, and what everyone is now calling the toys-to-life category (think Skylanders). Key properties that continue to stand out are Paw Patrol, Doc McStuffins, Ever After High, Monster High, Shopkins, and Minecraft. Disney’s Frozen is a phenomenon that doesn’t show signs of abating. What will 2015 bring? TOYS & FAMILY ENTERTAINMENT spoke to some of the industries key toymakers for their insights into the state of industry. Listed below, in alphabetical order, are their responses.
I
BLIP TOYS
Bill Nichols, President, CEO
Blip Toys has introduced plush/figures with the Hello Kitty and Disney Princess licenses. Yet Blip also has extensive non-licensed offering such as the Amazimals now at Walmart. How do you balance putting licensed and non-licensed plush on retail shelves when plush is so license driven? We see growth for both licensed and value-
driven plush. We continue to focus on adding value and try-me features for both types of plush. For Disney Princess Palace Pets and Hello Kitty, they are so character driven that we really try to focus on variety and emotive connection. For Amazimals, this is driven by try-me and surprise elements. These strategies make it easier to balance and design for the different brands. What trends do you see coming in 2015 that are shaping your product line? Activities are an area we are very focused on. We are seeing a strong trend with children both making and presenting their creations. Collectibles is also a strong trend we see continuing to grow. You will see two major entries from Blip in 2015 that will capitalize on both activity-driven toys and boys’ collectibles.
How do you think the toy industry will fare during holiday 2014? Based on current sales, this should be a very strong year for the toy industry. Currently we are in a rare industry cycle where boys’ toys, girls’ toys, and construction are all performing very well. It’s a very exciting time to be involved in multiple brands and categories.
THE BRIDGE DIRECT
Jay Foreman, President, CEO
Strawberry Shortcake is the big news for The Bridge Direct this year. What are some of the plans for the product line into 2015? This wonderful property has been in the market for the better part of 30 years. It’s an
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evergreen, so our intention is to get it back out in front of girls and keep it there. Over the past 10 years, we’ve seen Hasbro’s Littlest Pet Shop and My Little Pony come back in a big way to the marketplace. We feel confident that it’s Strawberry Shortcake’s time to shine and break out for this generation of girls. The Bridge has had some hits and misses over the past few years (Pinkie Cooper is one of the misses that comes to mind). Is it more difficult now to predict what will work at retail compared with launching products 10 or 15 years ago? It’s a lot more difficult to launch new TVdriven lines because of a few key factors such as fewer retail doors, more kids’ TV networks to scatter the audience, and the rise of digital media to take eyeballs away from traditional media and traditional entertainment play. In years past, we had more initial volume to offset the cost of launching a TV campaign. Now it’s really a quick hit or miss. There is very little time to build a trend or time for a toy to gain an audience. What trends do you see coming in 2015 that are shaping your product line? Since our acquisition of Basic Fun, we’ve been working to build our position in classic and retro toys with our back-to-basics theme to create a solid day-in, day-out business.
JUST PLAY
Geoffrey Greenberg, Co-President Just Play is one of the hottest companies in the
industry now. Doc McStuffins is one property that continues to be very popular as are most of the Disney licenses. What is the magic formula that is working between the properties and the products? With brands such as Disney Junior’s Doc McStuffins, the content, characters, and storylines play a key role in defining core play patterns and themes, which we use to construct our toy line. Doc McStuffins, at its core, is all about nurturing play. Yet it’s also empowering to children because it teaches them that, through problem-solving, they can help others and fix things. The content enables us to create an immersive experience for the consumer, fostering an emotional connection between a child and their favorite characters, as well as giving them a way to play out their favorite storylines. What trends do you see coming in 2015 that are shaping your product line? In 2015, we see that content and storytelling continue to be important in recreating an immersive experience for consumers and driving sales. We also see classics and retro toy brands continuing to be a hot trend going forward. We have seen it with our Care Bears, Doodle Bear, and Puppy Surprise products.
How do you think the toy industry will fare for holiday 2014? Retailers are keeping their inventory tight and managing the business very closely. Consumers seem to be responding to new products on the shelf for fall. But it’s likely that this year, like others, we’ll see consumers waiting until the last minute for the best deals.
K’NEX
Michael Araten, President, CEO
K’NEX seems to be targeting a specific niche of consumers with its recent video game-related licenses and the redesign on its sets. What has this change done for the company? K’NEX is relentlessly focused on building worlds kids love. In the digital age in which we all live, many of those worlds revolve around video games/apps. Our ability to translate digital media into building sets has increased our potential audience by hundreds of millions of kids around the world. It has caused us to innovate more quickly to replicate the gameplay as realistically as possible. Our mission is to create a building experience that is a natural extension of the game. It should be as though the digital characters walk out of your screen and into your living room.
In this digital age, what challenges do “traditional construction toy companies” face? Construction toy companies are better positioned than all other toy companies to thrive in a digital age. Kids love to create things, especially big things that work and move after they build them. Parents and grandparents are looking for things that give their kids the ability to learn while they play. K’NEX is uniquely positioned to deliver because K’NEX creations—like our roller coasters, robots, and ferris wheels—are all big builds that have exciting motion and work the way kids expect.
There has been a lot of talk in the media about pushing STEM (science, technology, engineering, and math) education. What role does K’NEX fill in helping kids with STEM? K’NEX is built on an education foundation, and is uniquely suited to STEM. As the only building toy manufacturer in the U.S., we see firsthand the need for kids to have the STEM skills needed to compete in the 21st century. All our manufacturing employees have STEM training and skills. We know that today the country is graduating less than half the students we need to fill the STEM jobs across the country. Since we see the need, we have taken steps to help solve the problem. We know that hands-on learning and learning through play are the most powerful ways to educate. So, we developed a line of STEM building sets through our K’NEX education line, aligned to core curriculum standards, with lesson plans included. This allows schools to give students from pre-k—12th grade the experiential solution they need to teach STEM. In January 2015, we will add our own programmable robotics set to give students and teachers a complete STEM solution.
LEAPFROG
Greg Ahearn, CMO
LeapFrog has two major introductions for this year: LeapBand and LeapTV. How are these products representative of how today’s kids are spending their time? Inspired by the Partnership for a Healthier America and First Lady Michelle Obama’s
OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 39
STATE OF THE INDUSTRY Let’s Move initiative, LeapBand was created. LeapBand takes inspiration from the growing trend of adult fitness wearables and makes it perfect for kids. LeapBand brings the fun and play of physical activities to life with kids’ very own virtual pets. In addition, we built LeapTV to make it the best first video gaming experience for children ages 3–8. LeapTV is the first educational active video game system from LeapFrog, and it changes the way children learn by combining activity and movement with educational curriculum. The simple user interface, innovative controller with a built-in ‘hint’ button, and the LeapFrog Learning Library are all designed or approved by our learning experts. LeapTV includes three ways to play through a unique, transforming controller specifically designed for children’s small hands and limited dexterity. It enables classic gameplay in its regular configuration, and with the press of a button it easily transforms into an LED pointer controller. LeapTV also features a motion-sensing camera that puts a child directly in the game.
With the amount of iOS/Android tablets now in U.S. homes, does LeapFrog worry that its tablets will become obsolete as parents turn to free or low-price apps rather than purchasing more expensive software and a LeapFrog tablet? Our tablets offer children the safest, toughest, and smartest tablet experience available. This year, we introduced LeapPad3 and LeapPad Ultra XDi. Our Learning Library of more than 1,000 games, apps, eBooks, videos, music, and more have all been designed or reviewed by our full-time in-house team of
learning experts, all of whom have PhDs. While many other manufacturers may position their tablets as family tablets or children’s tablets, no other brand has the safety, durability, and depth of unique educational content that is available on the LeapFrog LeapPad tablets. Parents should also keep in mind that you get what you pay for. Free is not always best, as many of the freemium apps are not as educational as they claim to be and could potentially lead a child to costly in-app purchases.
What trends do you see coming in 2015 that are shaping your product line? Children’s toys continue to mirror adult trends and we see continued opportunity with wearables and the video gaming industry. Other trends include Kinetic Play, which is the combination of learning and physical play. Classic play continues as today’s parents and grandparents fondly remember toys from their own childhoods and are excited to share them with the little ones in their lives.
MEGA BRANDS
Bisma Ansari, Vice-President, Boys & Girls
In this digital age, what challenges do you face with traditional construction sets? Why are traditional construction sets important for child development? The creative construction play pattern is loved by kids despite the growing popularity of digital. In the past few years, we have incorporated some technological features into our
40 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
product lines, such as online portals for kids and parents, but the key to our popularity is the hands-on fun that comes with building. Parents love the benefits of traditional, backto-basics building play, which offers the child cognitive development, self expression, and the feeling of pride when completing a set.
What trends do you see coming in 2015 that are shaping your product line? Physical and traditional play patterns are becoming popular as families search for alternatives to screens. Toys that also encourage creative thinking, customization, and have STEM elements are gaining traction as parent-favorites. Our fans will continue to see the incorporation of educational and personalization elements into our product lines and will also benefit from expansions in each category, especially the girls’ division.
MOOSE TOYS
Paul Solomon, Co-CEO
Moose Toys has had a number of hits the past few years that were all IPs. How has the company defied the odds to develop its own lines successfully rather than taking on licenses? What has been the strategy in deciding which Moose properties to license out? At Moose Toys, we pride ourselves on creating innovative, unique lines that appeal to a broad age range of children across multiple categories. We are selective in choosing which properties to license out. We look for strong themes and identifiable and relatable characters. And, there’s always a big dose of fun and humor.
Shopkins is the latest hit for Moose. What can we expect to see from Moose in 2015 for Shopkins? What other product lines are in development? We’ve been thrilled with the success of Shopkins so far. We’ve had success in the collectibles category in the past with Trash Pack and Mighty Beans and worked hard to ensure the Shopkins range would appeal to young girls with its adorable, collectible shoppingthemed characters. You can expect to see new characters, including new limited-edition and rare figures as well as playset refreshes. Our next collectible line is geared for boys and comes out this fall. Mutant Mania consists of wacky characters with separate heads, torsos, and legs for kids to mix and match to create their own unique, mutated wrestler for the ultimate battle.
What trends do you see coming in 2015 that are shaping your product line? We are looking to build off of this year’s success stories by launching new series of Shopkins, Beados, and Little Live Pets that will keep the brands relevant and timely. We will also be expanding our DIY expertise with Chocolate Maker (available spring 2015), in which budding chefs can create their own chocolate bars.
SPIN MASTER
Ben Gadbois, Global President, COO and Krista DiBerardino, CMO
Spin Master is in the midst of two major anniversaries: 15 years of Air Hogs and the
20th anniversary of the company. What are some of the keys to the company’s success? We have always prided ourselves on introducing cutting-edge children’s toy and entertainment brands that push the boundaries of design, technology, and fun. By staying ahead of changing trends in consumer play patterns; leveraging the combination of our people, partnerships, entrepreneurial spirit, integrity, and innovation; and delivering great execution, we have been able to drive our success. We call this Spinnovation.
Spin Master has had some ups and downs the past few years. Do you think it is more difficult to get something to work at retail today compared with 10-15 years ago? The retail environment is definitely more complex today. More and more consumers are researching or shopping online, in addition to compressing their time spent in store. To remain successful, companies need to understand shoppers’ behaviors, respond to it, and make sure that the right product, pricing, and merchandising strategies are in place to be successful across all channels. We have been investing heavily in understanding and responding to these changing shopping behaviors and the results are very positive.
What trends to you see coming in 2015 that are shaping your product line? The biggest trends we are seeing and will continue to see is the desire to make, create, and customize; the physical toy integration with digital applications or toys to life; robotics and STEM and/or STEAM. (Editor’s note: the “A” stands for art.)
This year, Spin Master introduced customizable downloadable CAD files for our Air Hogs HeliCage, allowing consumers with 3-D printing capability to print and customize their Air Hogs. Spin Master will launch Sick Bricks, a toys-to-life digital gaming experience in December. Sick Bricks leverages proprietary and unique scanning technology, a gaming concept that provides endless story building and irreverent humor that will appeal to a broad range of consumers. It brings a new approach to collectibility with characters that can be mixed and matched, bringing new experiences every time the game is played.
TOY INDUSTRY ASSOCIATION
Marian Bossard, Vice-President of Meetings and Events
Briefly explain ShopToyFair365. As the Toy Industry Association’s (TIA) ecommerce tool, ShopToyFair365 (STF365) is the future of toy sourcing. By allowing buyers and sellers to connect online 24/7, the platform provides all parties with more access and more opportunities than any go-to market event in the industry.
Why should a manufacturer and retailer use this system rather than corresponding directly as they do now? STF365 was designed to streamline the discovery, communication, and purchase process for both buyers and sellers. While it’s an engaging business tool, the correspondence
OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 41
STATE OF THE INDUSTRY component featured within the platform is not intended to replace current communication methods. Rather, STF365 enhances the management of existing relationships and provides easy opportunities to develop new ones. What costs are involved for both parties? Currently there are no fees for buyers or sellers; there are no registration fees nor any transaction fees assessed. Access to the site is solely a benefit of participation in a TIA marketplace event. Although this may change in the future, no date or rate has been determined. How can it be a year-round resource? STF365 is a cutting edge, up-to-the-minute resource that streamlines buying activity. It provides manufacturers the opportunity to keep their inventory fresh for retailers browsing the site and ensures that buyers are never without access to new product options for their shelves, any time of year, at any time of day or night. STF365 reflects contemporary commerce behavior regardless of industry by supporting the needs of play trade professionals all day, every day.
TOYS “R” US
Richard Barry, Executive Vice-President, Chief Merchandising Officer
How is Toys “R” Us (TRU) shifting its business model to cater to today’s parents who prefer to shop online rather than in store? We see the internet as more of an opportunity than a threat. We are investing in our e-commerce business as part of our “TRU
Transformation” strategy, to continue to drive online sales and strengthen our omnichannel capabilities. One of our key priorities for the year is to fully transform the customer experience online. We are focused on improving our e-commerce shopping experiences with enhancements to toysrus.com, as well as our mobile and tablet shopping sites and apps. However, the overwhelming majority of sales still occur in physical stores. Much of the growth on the internet is not only coming from online sales but also omnichannel programs. In fact, these programs were the primary driver of our .com growth last year. That is why we have been aggressive about advancing our omnichannel offerings, which allow us to leverage the strengths of our store and online businesses to create an easy and seamless shopping experience for our customers. Our robust omnichannel offerings include: Buy Online, Pick up In-Store; Friends and Family Pick up; Ship to Store; Ship from Store; and even Pay in Store. These services provide customers with the ability to shop with us whenever, wherever, and however they want. We continue to enhance these programs, which have been widely used since their respective launches over the past few years. How do you see this holiday season faring for the toy industry? While the industry has not been immune to economic conditions, we have a lot to look forward to this year based on the strength of licensed properties as well as
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many new and unique product offerings. We are excited about this year’s new product introductions, including LEGO Fusion, Teenage Mutant Ninja Turtles, and all things Frozen. Also, in the electronics and entertainment category, we’re excited about the launches of Disney Infinity: Marvel Super Heroes (2.0 Edition), and Skylanders Trap Team. We know there continues to be concerns around the economy and consumers are utilizing the various means available to compare pricing. If customers want a certain item, they will shop around to ensure they are getting the best price. We have worked hard to develop a simplified, fair pricing strategy to ensure we are competitively priced on key items, while continuing to protect margin. Throughout the season, we will offer many ways to save, including price-match guarantee, which includes both brick-and-mortar and online competitors, and free online layaway, among others.
What trends do you see coming in 2015 that are shaping toy companies’ product lines? Licensed properties continue to drive consumer interest and we are especially excited about the highly anticipated releases of Star Wars: Episode VII, The Minions, and Jurassic World. We also look forward to seeing further innovation in the merging of the digital and physical worlds in the toys-to-life category. In addition, pets have staked their place among kids’ favorite toys, allowing children to nurture and befriend a new playtime pal. We see this pet trend continuing to influence toy buying decisions in 2015.
VTECH
William To, President, North America
VTech’s introductions for this fall include InnoTab additions and the Kidizoom Smartwatch. How are these products representative of how today’s kids are spending their time? The digital landscape is continuously changing the way kids learn and play. As a pioneer in children’s learning tablets, we identified the tablet trend early so we’ve been able to stay ahead of the competition with communication features kids want, such as real-time voice and text messaging that were typically reserved for adults. And with the trend in smartwatches for adults, we have again successfully harnessed the latest technological trend and brought it to children. With the amount of iOS/Android tablets now in U.S. homes, does VTech worry that its tablets will become obsolete as parents turn to free or low-price apps rather than purchasing more expensive software and a VTech tablet? On the contrary, the popularity of mobile devices helps promote educational tablets for children, as kids want to have their own tablets just like their parents. Also, adult tablets can be pricey and are not for everyone. Children’s tablets, like our InnoTab range for 3–9 year olds, offer play patterns with age-appropriate, expert-supported learning content. These tablets are designed for smaller, less dexterous hands. Best of all, they are durable and designed to withstand physical wear and tear from kids.
FROM LAYAWAY TO ONLINE SHOPPING: PRICE IS A TOP PRIORITY AT WALMART
Early in September, Walmart hosted a media call to announce its holiday toy list and identify trends for this holiday season. The list was announced on September 10 and it was timed to the launch of the retailer’s holiday layaway program, which kicked off on September 12. “This is the third year that we are offering layaway,” says Anne Marie Kehoe, vice-president of toys for Walmart U.S. “It is a useful tool for our customers and they take advantage of it early.” Kehoe says that any toy over $15 is eligible for Walmart’s free layaway program. While September 10 may seem early to announce a holiday toy list when most people are barely thinking about Halloween, those who use layaway have to plan accordingly. The industry can expect this to be another competitive year at retail. Online options continue to make shopping easier for consumers. It also makes shopping a lot more transparent because with one click it’s easy to compare prices. This makes low prices a priority across all the major chains. Kehoe points out that Walmart offers the Savings Catcher, which is an online receipt-comparison tool. If a local competitor offers a lower advertised price, the Walmart customer will receive the difference on a Walmart eGift card. “Pricing is always foremost on our mind at Walmart,” says Kehoe.
What trends do you see coming in 2015 that are shaping your product line? Every year we see a nice mix of innovative technology and classic toys. With the proliferation of mobile devices in our daily lives, we think parents are looking for the right balance of screen time and traditional play.
How do you think the toy industry will fare this holiday season? We are prepared for a positive year based on the strength of our innovative introductions. The feedback from retailers has been encouraging and we look forward to seeing a robust holiday shopping season.
Walmart invited kids to choose the toys for its holiday list for the second year in a row. It’s not a surprise that Just Play’s Doc McStuffins Get Better Talking Mobile made Walmart’s list. Disney Junior’s Doc McStuffins remains a hot property. Shown here is a girl testing the toy for Walmart.
OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 43
2015 TOY PREVIEW COMPILED BY
NANCY LOMBARDI
As consumers gear up for this holiday season, the industry is already deep into planning holiday 2015 and even 2016. Shown here are items
expected to be on display at the Fall Toy Preview in Dallas. A number of key themes from 2014 seem to be spilling over into 2015 such as arts
& crafts/DIY projects, customization of products, STEM kits, and classic/retro toys. Key properties that continue to stand out are Paw Patrol, Doc McStuffins, Ever After High, Monster High, Shopkins, Minecraft, and of course, Disney’s Frozen.
ZING TOYS
Light up the day or night with the new Firetek Bow from Zing Toys. It’s the latest addition to the Air Storm line of what Zing calls “parent-approved” launchers. It now features LED light-up power for an illuminating effect during target practice. Just hook the Zonic Blaze whistle-screaming arrow into the fast-load loops (a safe-and-secure pulley system that can only sling the soft-foam arrows), then pull back and it’s “ready, aim, fire.” Watch as the Firetek Bow lights up the sky and sends arrows screaming through the air up to 145 feet, according to Zing. Designed for ages 8 and up, it includes three Zonic Blaze glowing whistle-screaming arrows. This item is currently a Walmart exclusive and will be widely available in spring 2015.
PLAY VISIONS
Snowtime Anytime Slingshot
Firetek Bow
Two new introductions from Play Visions are expected at this year’s Fall Toy Preview. Play Visions is partnering with World Alive to introduce Aqua Dragons Jurassic Time Travel. Aqua Dragons is a line of science toys with animal themes that encourages children to hatch and grow their own live aquatic pets. Take snowball fights to the next level with the all-new Snowtime Anytime Slingshot. It comes with a sturdy plastic slingshot and six soft and safe snowballs.
RAVENSBURGER
Ravensburger has assembled a lineup of puzzles based on the hit Disney movie Frozen, including Frozen: The Frozen Difference that offers puzzlers a new play pattern—spot the nine differences in the completed puzzle compared to the image on the front of the box. This 73-piece puzzle is for ages 6 and up. Ravensburger expands its arts and crafts activities assortment with Spiral Designer, which enables young artists to draw spiral designs or create combinations of different patterns. Kids simply insert a sheet of paper between the drawing frame and templates and start designing. Kids, ages 6 and up, can select one of the design discs and rotate it to create their design.
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2015 TOY PREVIEW Bright Bites Burger Shapes
BANANAGRAMS
LEARNING RESOURCES
Learning Resources continues with its lines of pretend food, some of which is designed for roleplay while other sets focus more on shapes, numbers, and colors. The new Sprouts Cookout set contains all of the elements needed to roleplay a BBQ. The set of 19 includes two plates, forks, cups, hot dogs, chips, corn, lettuce, tomato wedge, carrot crinkle, ice cream sandwich, mustard, ketchup, and caddy. Smart Snacks Sugar Cookie Shapes is an assortment of iced sugar cookies that provide a sweet way to learn color and shape identification. There is a heart, circle, triangle, hexagon, square, diamond, star, and rectangle. Match the iced sugar cookie shape to the corresponding shape in the inlaid baking sheet. Decorated cookies provide a fun and creative way to learn essential skills. The set of nine includes a baking sheet and eight shaped cookies. Bright Bites Burger Shapes let kids make their own hamburger while learning shapes with this set. Add ketchup (heart) and mustard (star) to the hamburger patty (circle) for extra flavor and a slice of cheese (square). Top it off with a pickle (clover), lettuce (triangle), or onion (hexagon). This set also comes with a dinner plate to build the perfect burger. The burger measures more than four-inches high when stacked.
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Bananagrams launched Bananagrams WildTiles exclusively at Target for ages 7 and up. The game includes six monkey WildTiles putting an all-new spin on the original Bananagrams racing word game. Now as players race to complete their grids, they can pick up a WildTile and play it as many times as needed, standing in for any letter. As with all Bananagrams games, everything you need to play is included in the banana pouch.
ADORA DOLL
Adora Doll’s Sugar Rush ToddlerTime Baby wears a layered pastel sparkly tutu. The doll’s outfit is complete with a teal mock turtleneck jersey top with an embroidered heart and scalloped lace edging. Two pigtails with bright polka dot bows add playfulness to the look of the doll. The doll, for ages 6 and up, is Garden Party handmade of durable vinyl. PlayTime doll Garden Party PlayTime doll wears a pink empire waist dress with eyelet trim and a flower applique. It also comes with a delicate lace headband that gently wraps around its head and is accented with a flower. The doll also features a bean-weighted bottom and soft satin body. Designed for ages 1 and up, the doll comes with a baby bottle, has a baby powder scent, and is machine washable.
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2015 TOY PREVIEW DUNECRAFT
DuneCraft has a variety of new products that will be introduced at the Fall Toy Preview. DuneCraft launches the Frog Habitat. Raise a tree frog from a tadpole in the eco-friendly habitat where the frog will have a pool with variable depths and be surrounded by the foliage of the plants it prefers. DuneCraft is introducing four new Glass Terrariums. These include the Bottle of Luck, the Wildflower Garden, Park in a Bottle, and Beach in a Bowl. DuneCraft is thrilled to introduce its three newest exotic domes to its flagship Dome Terrarium Line. Capture the spirit of the outback in your own special dome terrarium. Grow your own authentic plants right at home. It even includes a limited-edition Kangaroo Notchster. The Zombie Garden includes unusual zombie plants such as grass that grows in spirals, a silver plant that has been used in witches’ spells and making absinthe, a plant that grows brains, and more. The Love Dome grow five kinds of love plants. Other new introductions include the Volcano Mountain Garden, new Slick Sand Headers, and new Polymer Buckets.
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HOG WILD
Hog Wild is expanding on its line of Poppers with the Unicorn Popper for spring 2015. Squeeze the Unicorn’s belly to launch the special-edition rainbow-colored soft foam balls. The harder kids squeeze, the further it shoots—up to 20 feet or more, says Hog Wild. The Unicorn Popper is air powered and safe for both indoor and outdoor play, says the company. It is for ages 4 and up and is available in sky blue and white. Each Unicorn Popper includes six soft foam balls.
WORX TOYS
Unicorn Popper
Worx Toys is offering a line extension to its BoPo (Brush On—Peel Off) nail polish line for kids. The company is nearly tripling its line with all-new colors and adding corresponding fragrances unique to each color. The line is expected to feature 17 new colors with fragrances bringing the total line to 27 different styles. Bo-Po spreads on finger and toe nails just like regular nail polish, but unlike traditional polishes, Bo-Po does not contain any of the harmful chemicals or odors. There isn’t any need for an Acetone-based remover because it simply peels off. The new Bo-Po fragrance-enhanced nail polishes have the aroma emanating from the bottle and brush as the Bo-Po polish is applied. But nails do not continue to smell after the polish dries (within about 60 seconds). Each Bo-Po polish comes in a unique spill-proof bottle that will not spill even if turned completely upside down, according to the company. The Worx Toys’ Bo-Po line also offers color-changing lip balms, which are available in two flavors Mango and Ice Cream.
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2015 TOY PREVIEW GREEN TOYS
Green Toys Mini Construction Vehicles are made in the U.S. from 100 percent recycled plastic milk jugs. Chunky, sturdy, and durable, the fleet features a front loader with a movable scooper, cement mixer with a revolving drum, and a dump truck with a classic open-box bed. Each vehicle comes with its own Mini Construction Vehicles construction worker, and the figures are interchangeable among all three vehicles. Green Toys says there is no BPA, phthalates, or PVC, and the toys are dishwasher safe for easy cleaning. Green Toys’ products are packaged with recyclable materials and printed with soy ink. Each vehicle is six-inches long and is recommended for ages 2 and up.
SET ENTERPRISES
Set Enterprises’ Set Dice is three games in one: Set Cubed, Scramble Set, and Crossword Set. Set Cubed is a strategy game and Scramble Set is a fast-paced family card game. With Crossword Set, create sets up, down, and across, connecting all of your dice before your opponent. Whichever way you decide to play, you will have fun with these custom over-sized dice. The more sets you make, the higher your score. This is for ages 8 and up, one to six players.
WOWWEE
THOUGHTFULL TOYS
Modarri
Thoughtfull Toys is launching with the Modarri line of vehicles featuring seven cars in five SKU configurations. The line is launching with a Street Car S1, Dirt Car X1, and Track Car T1. In addition, the DIY model allows users to make their own completely custom vehicle. Each comes with a Hex Tool, which allows users to take apart and reconfigure their vehicles. The line is designed for ages 6 and up.
WowWee’s 2015 line will build on existing products with the introduction of the following items. The MiPosaur is a highly intelligent, robotic creature with evolving intelligence and personality. It can sense its own surroundings and environment, and interact in a unique and lifelike way. In addition to featuring GestureSense technology that lets you control it with the swipe of your hand, the MiPosaur has MiP (Mobile Inverted Pendulum) balance and comes with an interactive Elektrokidz Wild Series TrackBall. With it, the MiPosaur can follow the ball (i.e. play fetch), guard it, chase it, as well as alter its moods depending on the various interactions. The MiPosaur will be fully interactive with the MiP robot and an enabled app, compatible with both iOS and Android smart devices. The Elektrokidz are back with a new look (shown). The Wild series features new designs, patterns, and hair colors. They will feature their signature hair dancing to the beats of your favorite music. 50 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
2015 TOY PREVIEW FOLKMANIS
Folkmanis is introducing a host of new items for Fall Toy Preview, two of which are highlighted here. Owlet in Tree Stump is a feathery soft baby bird puppet that rests in a sculptural tree trunk complete with fabric leaves. The bird, designed for ages 3 and up, pops in and out. The Sea Turtle puppet, for ages 3 and up, features large, expressive eyes, movable mouth, and front flippers.
K’NEX
AURORA Sea Turtle
Lying on their bellies with feet ‘flumped’ out to the side is what Aurora Flumps do best. There are eight animals with huggable, round bodies, chunky and weighted wide legs, and soft high-pile fabric. Aurora’s new category, L.E. Phants, sits right alongside the classic bear boutique. Many different styles and designs, made in a variety of unique fabrics and different price points, appeal to a wide retail and consumer audience. Flumps
Sky Sprinter Roller Coaster is the tallest K’NEX coaster ever made, according to the company. Built from more than 800 classic K’NEX pieces, this coaster stands at more than sevenfeet tall. Designed for ages 9 and up, it includes a blaster motor that will send the coaster car on an exhilarating journey. This will be available in fall 2015. K’Force Build and Blast Big Ball Factory: 20th Anniversary Edition is a K’NEX classic that is back by popular demand. This more than 3,000-piece set includes classic rods and connectors, four balls, a motorized lift, and building instructions that will guide kids in building four paths for the balls to follow. Designed for ages 9 and up, this will be released in spring 2015. K’Force Build and Blast is a new line from K’NEX in which kids build a blaster and then use it. The K’Force Build and Blast line allows kids, ages 8 and up, to construct a customized blaster, big or small, single or multi-shot, with endless possibilities. The line, which will be released in May 2015, includes six different kinds of blasters, buildable targets, and blaster missile packs. K’NEX Education Robotics set includes 715 K’NEX rods and connectors, a control device, three motors, ultrasonic color/light and touch sensors, and PC-compatible software to build a programmable dog that follows commands, car with smartphone holder, airplane with retractable landing gear, and more. This set reinforces STEM concepts and encourages mechanical design and programming, linear and critical thinking, and problem-solving skills, says the company. Designed for ages 9 and up, it will be released in June. Lincoln Logs: 100th Anniversary Tin, set to be released in fall 2015, is the first Lincoln Logs set, since 1956, that features real made in the U.S. wood logs. This 102-piece set celebrates the centennial anniversary of the iconic Lincoln Logs brand and includes a frontiersman figure, two horses, and more for classic, building fun. The Tinkertoy: 150 Piece Essentials features 150 Tinkertoy pieces including spools, rods, panels, and fins. Designed for ages 3 and up for fall 2015, it comes with 16 colorful building ideas and a sturdy box for storage. K’NEX says that all the pieces for the above sets are made in the U.S. 52 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
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2015 TOY PREVIEW GOLIATH GAMES
Goliath Games is highlighting three family-friendly games for 2015. In Alien Invasion, Goliath’s latest addition to its line of family games, the aliens have invaded and are trying to abduct you and your animals. Be the last player to escape the aliens and win this game of survival for ages 6 and up. In Who Tooted?, everybody gets a bean-shaped controller to control the character’s flatulence. When the controllers light up, only one person will “toot” and the other players have to guess who did it. Can you keep a straight face, or will your friends know that you are the one who tooted? In Seagull Splat, avoid the seagull’s mess and be the last player on the beach with a clean towel. This skill-and-action game is for ages 4 and up.
B
KIDS
DIGGIN ACTIVE
Diggin Active’s Lazer Pitch Baseball is expected to be in major retailers in spring 2015. Lazer Pitch Baseball is a pitching machine that allows kids to control the timing of each pitch. Press the button on the handle of the remote control bat to activate the pitch. Lazer Pitch Baseball includes the pitching machine, a radio control 26-inch bat, and five balls. The unit features adjustable pitching angles that range from normal fast balls to softball lobs to 90-degree pop-ups for beginners. It shoots pitches up to 25 feet, says Diggin Active. The red light will confirm that a pitch is coming. For kids who want to use their own bat, the machine has an Lazer Auto Mode that will shoot pitches Pitch Baseball every eight seconds. The unit, designed for ages 5 and up, requires four D and one 9V battery, which are not included.
B kids is expanding on its Watch Over Me Dream Station with the Tell Me a Story Bedtime Lamp and the 3-in-1 Projector Musical Mobile. The Tell Me a Story Bedtime Lamp will soothe a child to sleep by connecting this two-in-one night light and Bluetooth speaker with your mobile device to play favorite stories and songs. Other features include an auto-off timer, USB, rechargeable battery, and light and volume control. The light’s color also changes in response to built-in melodies. A fun-to-hold handle makes the lamp easy for toddlers to tote along. A free bedtime story app is included. This is designed for birth and up. The 3-in-1 Projector Musical Mobile is a multi-stage crib mobile and projector designed to calm and comfort baby. Stage one features animals floating above, soothing music, and dimming lights. As baby reaches 3–6 months old, stage two offers a light projector, which emits sound and starry patterns upon the wall. Stage three, intended for 6 months and older, allows you to remove the projector from the crib mount and place it on a tabletop allowing shining starry patterns to project onto the ceiling. All three stages include a 30 minute auto-timer allowing lights and sound to gradually fade at the end. Baby-safe mirrors are also featured along the bottom of the mobile allowing parents to peek at baby from a distance. The is recommended for birth and up. 54 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
MOOSE TOYS
Moose Toys arrives in Dallas with several new product lines. The Little Live Pets are a line of electronic and lifelike pet birds that chirp, sing, record, and talk back. There will be new bird styles and a new level of interactivity in spring 2015. The relaunch of Beados, a product line that enables kids to create designs with beads that stick together with water, has launched Little Live Pets in the arts and crafts sector. Budding chefs will be able to create their own chocolate bars with Chocolate Maker, which is slated for spring 2015. Shopkins, a line of tiny, shopping-themed collectible characters launched this fall and the line will expand in 2015. Moose will extend its line of burping and farting electronic pet dogs with Series 2 of the Ugglys. Series 2 will feature new mutt characters, as well as the Ugglys Monkeys, repulsive-sounding monkey friends.
EDUCATIONAL INSIGHTS
TARA TOY
Tara Toy Corp. will continue to expand its line of arts and crafts toys based on Disney’s blockbuster animated film Frozen. The line will include activities that focus on fashion play, design, and storytelling. Children will be able to bring their favorite characters such as Elsa, Anna, and Olaf to life. Tara Toy has also expanded its product line for Disney Princess, Disney Junior, Marvel, Barbie, Monster High, and Hot Wheels. For Barbie, Tara Toy will launch a line of arts and crafts products based on the upcoming animated movie Barbie in Princess Power. Products will focus on DIY-style crafts for girls that will bring out their inner superhero.
Design & Drill extends the line with Design & Drill BrightWorks. This playset allows little designers to use RainbowJam the power drill to create designs with color and light. The set includes a lighted black activity board (nine-inch by nine-inch), 80 bolts in five different translucent colors including black, an activity guide, a power drill in new colors, and two drill bits (socket and flat head). The drill requires three AA batteries and the board requires three AAA batteries. It is designed for ages 3 and up. With the Design & Drill Dazzling Creations Studio, kids can design their own creations with this new princess-themed set. It includes a star-shaped screwdriver with real ratchet sounds and action (with a forward and reverse switch); a star-shaped bit; four mini activity boards—castle, unicorn, crown, and dress; 30 translucent, sparkly bolts; and eight clear-faceted gem caps. With Magic Moves RainbowJam, there are two modes of color and music play. The first mode plays a note when one of the recognized colors is touched. The second mode sings a song about one of the recognized colors when that color is touched. RainbowJam recognizes nine colors. Another mode of play is to touch RainbowJam to objects in your real world and hear the colors around you. It comes with a 16-page activity book and requires three AAA batteries, which are included. GeoSafari Jr. Science Utility Vehicle lets kids turn an ordinary drive into an action-packed excursion. The 3x magnifier provides a closer view of tough terrain, such as grass, dirt, or carpet, as kids maneuver through their journey. Switch on the red LED light to preserve night vision and explore in the dark. The vehicle’s steering wheel and tires turn and the sides and wheels have science imagery engraved on them. This requires two AAA batteries. All the products described here are designed for ages 3 and up and will be available in spring 2015. Magic Moves
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2015 TOY PREVIEW DISCOVERY CONSUMER PRODUCTS
The Discovery Kids brand continues to expand with new launches slated for 2015. Discovery Consumer Products and its licensing agent Big Tent Entertainment are seeking strategic licensing partners in the following categories: construction sets, tech and electronics, electronic learning aids, games and puzzles, musical instruments, optics, and outdoor play and sport. At this year’s Fall Toy Preview, licensees will showcase product from the Discovery Kids line. NKOK will spotlight a line of interactive tech toys including battery-operated dinosaurs, infrared bugs, pull-back bugs, R/C vehicles and helicopters, arts and crafts sets such as a Glow Art Drawing Board, and a splatter painter, and laser tag games. Good Stuff will showcase Discovery Kids ViewMaster Reel Packs featuring Age of Dinosaurs, Safari Adventures, and Marine Life reels. The reel pack comes with three reels capturing 21 3-D images and fun facts. Discovery Kids has also newly partnered with RMS for a range of activity kits including science, magic, game, spa/beauty, wood craft, and arts and crafts kits. DGL Group is creating a series of DIY activity kits, foam launchers, and novelty items. Animal Planet has been featured in a toy line for more than 14 years with Toys “R” Us. The program features 20 feet of dedicated product in all stores. The Animal Planet toy line will continue to grow within the ocean, land, and dinosaur themes. Animal Planet has recently partnered with RMS for a range of construction building kits and SmartPlay for items including puzzles, flash cards, and more. TLC’s Cake Boss and wedding-themed programming such as Say Yes to the Dress will be developed into a line of roleplay from licensee Peachtree Playthings. 56 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
ZURU
Zuru has signed an exclusive global deal with Bunch O Balloons. The company’s innovative design allows people to bring water balloon fights to the next level, and is a new take on the filling-one-balloon-ata-time method used in the past. Bunch O Balloons allows for 100 balloons to be filled in less than 60 sec- Bunch O Balloons onds, say both companies. The balloons are self-tying, eliminating the hassle of trying to tie regular balloons. Bunch O Balloons is expected to be on shelf in the U.S. market in spring 2015. Also, Zuru is expanding its outdoor category building upon its X Shot blasters line.
MOBO
Mobo Tot Disney Frozen is an ergonomically designed threewheeled cruiser for toddlers ages 2–5. Its adjustable frame grows with the child and lasts for years.
TECH 4 KIDS
Tech 4 Kids is launching Nitro Grinders, the newest Nitro collectible, exclusively in Canada this Grinders December with a rollout in the U.S. expected in spring 2015. To kick off the Nitro Grinders’ launch this past August, brand ambassadors hit the streets in Vancouver, Ottawa, and Toronto giving away free samples, creating a skate park atmosphere, and showcasing Nitro Grinders’ skills while engaging with young kids. Nitro Grinders jump, spin, grind, and ride over virtually any obstacle and never fall over. They are simple to use, but a challenge to master, says Tech 4 Kids. Series 1 has 56 Nitro Grinders characters to collect, including special sets with customizable wheels and ramps.
DOUGLAS COMPANY
Blossom White Bunny is a 12-inch tall plush that is part of Douglas Company’s Sweet Petite collection. Sweet Petites each come with a matching bag. Blossom wears a pink-and-white flowered frock with pink edging, earbow, and slippers. The Blossom Bag has the same material with Swiss dot trim and ear liners. The bag is seven-inches wide. Sweet Petites come in four pair styles with the matching plush. There is Blossom Bunny, Bonnie Bunny, Madeline Mouse, and Dotty Pig. Peachy Bunny (shown) is super soft, cuddly, and luxurious, says Douglas. It comes in two sizes—13-inches and 18-inches—and is one of many plush bunnies in the spring 2015 collection.
PLASMART
Traintown Smart Mat allows kids to engage in imaginative play with their own figures and vehicles. The Smart Mat multi-purpose play mats are designed for indoor or outdoor play. Made from high-quality, coated EVA foam, Smart Mats are easy to clean, travel, and store, says PlaSmart. This play surface measures 78 inches by 46 inches and is available for ages infant and up. PlaSmart offers an improved version of Travel Bingo for ages 6 and up. Slide the windows shut as roadside attractions are spotted. Travel Bingo can be played alone or with another passenger. Be the first to complete one line or an entire card to shout, “Bingo.” Designed for one to two players it comes with a set of two cards. Wonky Wheels Vintage Collection, for ages 3 and up, allows kids to steer the vehicles with a finger. Watch as Wonky Wheels wobble, rotate, and create new moves every time you play.
Boarder X
MAVERIX
Maverix electric skateboards are wireless remote-controlled boards. Built for the beginners as well as experts, these boards are equipped with a progressive three-position accelerator suitable for all rider levels and an ABS braking system to ensure a smooth stop. Maverix boards are available in a variety of colors and styles, some of which are described below. The California is the lightest Maverix model and it is ideal for younger explorers, according to the company. This lightweight board is stable with moderate speed variations. With the maximum speed topping out at 6 MPH, it is equipped with a wireless remote control featuring three positions (beginner/medium/expert) and brake, which are all powered by a simple movement of the trigger. This takes four hours to charge and the maximum weight is 100 pounds. The Urban Spirit is a lightweight model that offers moderate speed and power allowing the rider to tackle inclines and flat surfaces alike. With a max speed of 12 MPH, riders can coast, soar, or climb. It has a maximum weight of 165 pounds. The Cruiser 600W is designed for long rides on smooth surfaces. Maverix says riders will feel one with their board while coasting along the streets with the Cruiser. The maximum weight is 242 pounds with a charge time of five to six hours. The Boarder X is the most powerful model yet, according the company. This version has a maximum speed of 22 MPH. It is offered in classic and lithium. This has a maximum weight of 265 pounds.
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2015 TOY PREVIEW ENDLESS GAMES
In 2015, Endless Games will introduce Gotta Name It: The Hilarious Game of Anonymous Acronyms. This is a party game in which all players see a unique three-letter logo in each round. Players must create their own words for each letter, thus creating a company or organization name for the logo. For example, if the acronym is “CCN” the abbreviation could translate to “Cool Country Ninjas,” “Crazy Canadian Nationalists,” or “Craving Chicken Nuggets.” After each wacky option is read aloud, the Namer picks his/her favorite and awards the player responsible that logo card. The first player to earn five logo cards wins the game.
PARTY ANIMAL
Party Animal expands on its line of sports figures while signing a licensing agreement with the U.S. Army. These and other items will be on display in the Dallas Market Center. The TeenyMates NFL Collector Tin includes four packs of NFL Series 3 TeenyMates, stadium display, storage tin, and one exclusive neon orange rare figure. The Lil’Troops Collectible Action Figures stand three-inches tall and each includes its own accessories. The five figures include The Desert Trooper, The Infantryman, The Rescue Pilot, The Urban Trooper, and The Recon Scout. This line is licensed by the U.S. Army.
SMARTLAB TOYS
Woodland Crochet: 12 Precious Projects to Stitch from SmartLab Toys invites crafters to crochet a forest full of creatures, from a sweet fawn to a cuddly fox. Woodland Crochet includes a step-by-step instruction book and everything needed to make two forest friends—the fawn and the fox—including four colors of yarn, a crochet hook, stuffing, embroidery floss, eye beads, and a tapestry needle. Projects include an owl, a fox, a fawn, a beaver, a raccoon, a squirrel, a mouse, a skunk, a hedgehog, a bunny, a bird, and a tortoise.
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CJ PRODUCTS
CJ Products, Inc., introduces BodyPillars, which are 30-inch Pillow Pet character-inspired body pillows with caterpillarlike segmented bodies. Available in eight styles, BodyPillars are the ultimate in comfort and make sleeping with a stuffed animal much more fun. BodyPillars will initially be available in eight styles, including: Purple Cow, Black and White Cow, Green Puppy, Pink Pig, Teal Elephant, Flower Power Cat, Panda, and Moose.
UNCLE MILTON
In 2015, Uncle Milton will continue to expand its proprietary toy brands. The In My Room brand will introduce new ways for kids to “bring their room to life” with customization and self-expression becoming part of the experience. The Dino X Team brand will introduce new ways for kids to bring to life the adventure and discovery of a dinosaur explorer. Uncle Milton says that a new proprietary brand will also be introduced in 2015. Fireworks Lightshow will continue to empower kids to “Light up the Night,” while the classic Ant Farm brand will intrigue the next generation. Also in 2015, Uncle Milton says to get ready for some of the biggest innovations the company has ever developed, featuring top entertainment licenses and using science and technology to expand kids’ imaginations.
THE BRIDGE DIRECT
The Bridge Direct comes to Fall Toy Preview with expansions to its C3 line of construction sets and new introductions for Flying Heroes, Inkoos, and Strawberry Shortcake. The Bridge Direct is expanding its C3 line in 2015 with C3 Monster Jam Trucks. Coming in fall 2015, the C3 Monster Jam line will offer kids construction play based on the high-energy Monster Jam experience. At the NBA One on One Set center of the line are the iconic Monster Jam Trucks—Grave Digger, Max-D, El Toro Loco, and Mohawk Warrior—featured as highly detailed buildable vehicles, with stunts and arena environments for smash-andbash building play. Each truck set comes with more than 80 pieces. The C3 bricks are compatible with other leading brands, says The Bridge. With the C3 NBA One on One Set, kids can create their own LeBron versus Kobe match up. Build up the action with more than 150 pieces, including a hoop, basketball, courtside seats, rafter jerseys, an NBA trophy, and articulated figures of NBA Superstars Kobe Bryant and LeBron James (in his new Cavs uniform). With the C3 WWE StackDown Battle Royale Ring, kids can build, brawl, and rebuild the set. This all-new deluxe construction set for fall 2015 features more than 350 pieces. With seven collectible C3 figures—including an exclusive Andre the Giant figure—real working ring ropes, slammin’ chairs, and other brawl-and-bash accessories, it is another addition to the WWE StackDown Universe from The Bridge. The 2015 line of Flying Heroes action figures will unleash new heroes of all kinds. In the spring, Marvel’s Captain America and Iron Man will be joined by Despicable Me’s Minions. For fall 2015, there will be a Light In-Flight Iron Man featuring a light-up chest and launcher. For the first time, licensed characters will join the Inkoos draw-wash-redo plush line. Starting in spring 2015, kids will be able to creatively design the two-sided surface of favorite characters including Teenage Mutant Ninja Turtles, Minion, Marvel’s Spider-Man and Iron Man, Disney Princess characters Ariel and Rapunzel, as well as Elsa, Anna, and Olaf from Disney’s Frozen. The Color ‘n Glow Inkoos feature glow-in-thedark eyes and stickers, while the Color ‘n Create Inkoos come with metallic threading and stick-on gems for extra sparkle. Several characters will also be available in the smaller Color ‘n Go size. In 2015, Strawberry Shortcake turns 35 and to mark this milestone The Bridge will introduce the new Strawberry Shortcake Celebrations Feature Doll in fall 2015. The doll will feature a sparkling light-up body and will be adorned in a party dress that transforms from long to short for two different looks. The 11-inch doll says fun phrases, plays rockin’ tunes, and wears a sparkly hair bow that little girls can wear in their own hair, too. She also comes with a girl-sized light-up ring and special party invitation. OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 59
2015 TOY PREVIEW BASIC FUN
Basic Fun, a division of The Bridge Direct, is introducing a line of Fisher-Price Classics. Iconic classics that will be introduced to a new generation include Little Snoopy Little (spring), the Cash Register (fall), and the Snoopy Musical Ferris Wheel (fall). Pull the cord to watch Little Snoopy, originally introduced in 1966, wobble around and swing his ears. He also makes a “yip-yip” sound as he moves. Inspired by the 1975 Fisher-Price Cash Register, the Basic Fun version comes with several different kinds of brightly colored coins to teach children about counting and color recognition just like the original. Match the coins to their correct color-coordinated slot, press the levers, and watch the change come down the ramp. Press “sale” button for the coins to go into the drawer. Turn the crank to hear the bell ring and watch the drawer open. Wind the knob on the Musical Ferris Wheel, first introduced in 1966, and it plays a tune as the ferris wheel revolves. The passengers in the swinging bucket seats are removable for even more play value. Fans of the handheld Electronic Football game were treated to a revival of the classic in fall 2014. Now in 2015, Electronic Basketball and Electronic Baseball join the roster. These 1970s classics feature improved sound effects, yet retain the original iconic look. Run, kick, or move forward or sideways in two play modes. It is designed for one or two players. In 2015, Lite-Brite continues its resurgence by adding even more fun features, including new ways to create with light and fresh templates based on popular licenses. Kids will be able to illuminate their favorite characters from brands such as Despicable Me, timed with the release of The Minions in the spring, and My Little Pony in fall 2015. The new licensed refill packs come with fun shaped pegs, reusable templates, custom cling, and a storage container. 60 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
DAYDREAM TOY
Daydream Toy adds to its line of SkyTrix with the SkyTrix Birds of Prey, which is a new design in flying toys. SkyTrix can climb high into the sky, dive, loop, boomerang, or become the ultimate long-range glider, says the company. The concept is simple—it’s a plane on a tether. It’s designed for a long-distance game of catch between multiple people or a game of boomerang on your own. As you get the feel of the tether, you can start doing tricks such as casting, snap backs, and loops. SkyTrix Birds of Prey, for ages 8 and up, is currently available in an assortment of three colorful wing designs featuring an owl, an eagle, and a dragon.
PACIFIC PLAY TENTS
Pacific Play Tents’ Space Station with Four Tunnels Combo Tent comes complete with four roll-up hatch flaps for secret access. It can be used for indoor or outdoor use. The tent size is 48 inches by 48 inches x 42-inches high. Each tunnel is four-feet long and 19-inches in diameter. The Grocery Store and Puppet Theater Tent is a two-in-one tent, with two of its sides designed as a grocery store and the other two designed as a theater fit for a puppet show. The tent is 58 inches by 48 inches by 58-inches high. Each side has various openings, including a door, multiple windows with roll-up flaps, a tunnel port, and mesh see-through panels. Space Station
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2015 TOY PREVIEW ALEX BRANDS
Alex Brands is introducing a host of new products across its divisions including Scientific Explorer, Ideal, Zoob, CitiBlocs, Poof, and Alex Toys. A few items from Alex Toys are highlighted here. The Sketch It Nail Pen Salon, for ages 8 and up, allows girls to sketch and paint their nails with five colors of a two-tip nail pen. Create long-lasting looks with professional-grade polish. It’s easy to create the nail designs with color-in appliques—just peel, stick, and fill in with the precision tipped pens, says Alex. The 190-piece set includes 135 nail gems, 49 color-in appliques, five Sketch It Nail Pens, nail file, and easy instructions. Infinity Jewelry, for ages 8 and up, allows kids to create multi-strand bracelets or necklaces with the Alex’s Easy Slide Clasp. The company says that no tools or glue are needed. The set includes 14 metal charms and beads, six faux leather cords, three colors of twine, four Easy Slide Clasps, four gem stickers, jewelry findings, and instructions.
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TPF TOYS
TPF Toys is reintroducing Stack-A-Bubble with a line of toys that will bring innovation and excitement back to the bubble category. The key to Stack-A-Bubble is the unique solution that allows children to blow bubbles into the air, watch them harden, and then catch and stack as many as they can. Initially launched in 2002, Stack-A-Bubble will relaunch globally in spring 2015 with licensed and non-licensed innovations following for fall 2015 and spring 2016.
INNOVATION FIRST
Innovation First’s Hexbug Underwater World expands with a colorful school of Aquabot robotic fish for 2015. The line, expected in February 2015, will include Hexbug Jellyfish, Seahorse, and a remote-control Aquabot. Hexbug They are powered by electro-magnetic propulsion and Seahorse an automatic on and off sensor that activates when submerged in water. The aquatic Hexbug fish propel around to explore their environment, swimming at various depths. The line also features LED lights and motion sensors for self-waking activation.
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2015 TOY PREVIEW TUDOR GAMES
Tudor Games is showcasing the NFL Deluxe Electric Football and the NFL Pro Bowl Electric Football. With the NFL Deluxe Electric Football, set your plays and watch your teams battle on this 32-inch by 16-inch SpeedTurf vibrating NFL gridiron. The PlayAction remote control places the fate of your offense in the palm of your hand, with its on-board variable speed control. Both offensive and defensive players are outfitted with allnew Invisibase Cleat technology, sending players where you want them to go. Watch the play develop, stop the action to hand off or pass, then shift into high speed and accelerate your team to victory. This 85-piece set includes everything you need to play, including two fully detailed and painted NFL teams, two NFL Deluxe Triple Threat Quarterbacks that pass, run, and kick, plus 70 NFL team and conference stickers to customize for your Electric favorite NFL teams. This is designed for one to four players and requires two AA batteries, which are not included. Football NFL Pro Bowl Electric Football offers a maximum field size combined with tailgating portability or travel for weekend tournaments. Designed for the game room, Pro Bowl Electric Football measures 36 inches by 18 inches and comes complete with two painted NFL teams, one home and one away. It also features all 32 team end zone logos. It requires two AA batteries, which are not included.
UNIVERSITY GAMES
University Games introduces a host of new games under its various divisions such as Briarpatch and Colorforms. The Briarpatch line has a number of Pete the Cat games based on the Pete the Cat book series from HarperCollins Publishers. There is the Peter the Cat Groovy Buttons Game where players move around the board, collecting and losing buttons as they go. When all of the buttons are gone, the player who has the most in his button jar wins. There is also the Pete the Cat Two-Sided Floor Puzzle, which is a guitar-shaped, two-sided floor puzzle. The puzzle has 36 pieces and comes in an angled box with a handle for easy transport. The Pete the Cat 24-piece puzzle assortment is based on two of the best-selling books from the Pete the Cat series. These 24-piece puzzles measure 10 inches by 13 inches. The Pete the Cat Colorforms Fun Pocket has two Play Boards and 32 Colorforms pieces in beach and ball field themes. Also under Briarpatch is the The Very Hungry Caterpillar Lunch with Friends Game. This is a fast-paced game of seek and find. Subtle differences between pictures improve kids’ shape and color recognition and the lunchbox tin makes a great travel game. Let’s Feed The Very Hungry Caterpillar Game has children moving their 3-D caterpillar tokens from fruit to fruit, collecting a unique butterfly puzzle piece whenever they stop to eat. The first player to collect all five puzzle pieces and build a butterfly wins the game. Kids can mix and match illustrations to create a different butterfly for every game. Dora and Friends Magical Charm Bracelet Adventure Game has Dora and Pablo preparing a surprise fiesta for their friends at the Arco Iris Café. Naiya, Kate, Emma, and Alana have a surprise for Dora too—new charms for her magical charm bracelet. Earn Magical Charm Tokens for Dora by meeting different challenges and, along the way, you’ll be able to create a special charm bracelet of your own. Conveyor Belt, under the University Games brand, is the game of strategy where the only thing that changes faster than who is winning is the direction you’re moving. Roll the die and move your pawn along the conveyor belts. Play special Belt Tokens to rotate the arrows or even to move to finish somewhere else. Movable mini-boards create hundreds of combinations to make each game different. 64 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
SUPER IMPULSE
Super Impulse is debuting its 2015 product line of impulse toys and novelties. New products in the line include Hop ’N Twirl, Fyrflyz, Bubble Balloons, Sandastic, Super Suds Bubble Towers, Flash Top, and Hilarious Gags. cJax, Hip Grips, and the World’s Smallest are highlighted here. These join Super Impulse’s items that are already at retail including Super Balloons, Potty Putty, Monster Gutz, and Electric Glop. cJax is carving out a new category—iconic charms for device jacks. These licensed, collectible charms plug snuggly into the headphone jacks of cell phones, tablets, and MP3 players, giving them originality and personality. Choose from Despicable Me’s Minions, My Little Pony, SpongeBob SquarePants, Teenage Mutant Ninja Turtles, Adventure Time, Transformers, and iconic toys such as Etch-A-Sketch, Rubik’s Cube, and Monopoly. Each cJax charm includes a unique cJax clip that connects to the earbud or headphone cords, so kids can collect and wear them. And each includes its own display base, which can connect to other bases to create a diorama showcase for a desk, cubical, and dresser. Hip Grips are colorful, squishy pencil and pen grips. The assorted shapes and bright colors can be combined to dress up stationery, while providing soft, squishy cushion comfort for writing. Some shapes feature funky graphics, emoticons, and letters so kids can mix and match. Three Hip Grips are packed per blister card. The World’s Smallest is the smallest, functional assortment of the classic toys. Featuring the smallest Perplexus, Etch-A-Sketch, Duncan Yo-Yo, Rubik’s Cube, and more. These officially licensed products actually work, says Super Impulse. OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 65
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I
OCTOBER 2014
PUBLISHER ANDY KRINNER ANDY@TTPM.COM
A Lesson for the NFL: Protect Your Brand
ASSOCIATE PUBLISHER BOB GLASER BOB@TTPM.COM
by Andy Krinner
n the “old days,” the National Football League (NFL) was one of
those brands that you could always count on to perform well.
Every city could count on its fans buying almost anything
that had the team logo and colors on it. But it wasn’t just the
teams. Superstar players were very popular and could account for
some sizable merchandising as well. These players were the guys
that little kids playing Pop Warner football aspired to be. In some
Royaltie$ is now a supplement inside of every issue of Toys & Family Entertainment.
cases, the geographic barriers were broken down and teams such as the Dal-
las Cowboys, known as “America’s team” became international sensations.
ADVERTISING DIRECTOR DONNA MOORE DONNA@TTPM.COM CONTROLLER MARY GROGAN MARY@TTPM.COM EDITOR IN CHIEF JIM SILVER JIM@TTPM.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@TTPM.COM
Well that was then and this is now. Lately the headlines are mostly negative concerning the
NFL. The Ray Rice domestic violence incident has cast a shadow on high-priced players who be-
have badly and the NFL is in the midst of major damage control in order to protect their once Teflon brand. Unfortunately there is now a perceived notion that the NFL has been rather lenient
on their players. Not great news for people who some consider role models.
Protecting a time-honored brand is the single most important responsibility of anyone in li-
ASSISTANT EDITOR JENNIFER LYNCH JENNIFER@TTPM.COM WEB DEVELOPER BRENDAN SANABRIA BRENDAN@TTPM.COM PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DR., HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM
censing. Over the years I have heard my share of complaints from bewildered agents who were
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proves anything, it’s that even a brand as powerful and historic as the NFL can have its reputa-
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not allowed to pull the trigger on a deal because the brand owner was too overprotective of their IP. In some cases, the reasoning was hard to believe. Well if the current situation with the NFL
tion tarnished unless it is properly guarded. Brand protection should never be overlooked or un-
derestimated because the results could be devastating.
ANB
I’m wondering if the NFL will ever recover completely from the huge amount of nega-
tive press they’ve been receiving. I’m not sure that professional wrestling completely recovered after the steroid scandal of the 1990s. The NFL has been backpedaling and trying
to redefine its policies concerning the conduct of its players off field but the damage is done. I also think the individual teams should be responsible for the players they are draft-
ing. That being said, it should be noted that not all NFL players are bad guys but you know
what they say about a few bad apples. I’m sure the NFL won’t be going away anytime soon since fans can easily forget the negativity when their team is winning. On the cover from the top: DWA Where’s Wally (Waldo)?; Mind Candy's PopJam; Beanstalk’s TinderBox clients My Singing Monster, The Beetnuks, Moviestar Planet, Badland, and Doodle Jump; The Jim Henson Company’s Doozers; Knockout Licensing’s The Outlander; Sony’s Hotel Transylvania 2; Saban Brands’ Julius Jr.; Caroline Mickler’s The Beatles. Cover by Jennifer Lynch
72
ROYALTIE$ • TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
MEDIA, INC.
INSIDE ROYALTIE$: TOP GLOBAL BRANDS PARTICIPATE IN
ASIAN LICENSING SHOW 2015 PAGE 74 BRAND LICENSING EUROPE PAGE 76
Copyright 2014 aNb Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. ROYALTIE$ is a registered trademark of aNb Media. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of ROYALTIE$ management.
www.aNbMedia.com
A GLOBAL PHENOMENON NOW A US HIT! • New website • New special episodes in production • New free apps • New DVD releases • Top rated show airing on Nick Jr. in multiple time slots 7 days per week • Over 20 licensees on board
Show airs in 180 countries. Translated into 40 languages. Licensing programs in 50 countries. No. 1 license for preschoolers in the U.K., Australia, Italy and Spain.
www.peppapig.com facebook.com/OfficialPeppaPigUS
For Marketing and Licensing opportunities in North America please contact: Joan Grasso, VP Licensing | JGrasso@entonegroup.com
Untitled-1 1 Peppa Royalties FP ad Sept14.indd 1
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TOP GLOBAL BRANDS PARTICIPATE IN ASIAN LICENSING SHOW 2015
H BY
THE SERVICE PROMOTION TEAM, HONG KONG TRADE DEVELOPMENT COUNCIL
ong Kong is the gateway to Asia where key decision makers from all over Asia converge and make purchases. The city is a hub and a true Asian marketplace. As the licensing hub of Asia, Hong Kong supports the industry with strong IP, a transparent legal system, and world-class financial and business-support services. Our unique mix of East and West also makes the city a lifestyle, design, and fashion trendsetter for much of the Asian region—particularly for the Mainland. The industry is turning to Hong Kong’s licensing agents to expand business in Asia or source Asian properties because of the agents’ solid connections with global brands, their international mindset, and profound knowledge and rich experience in Asian markets.
THE LARGEST LICENSING SHOW AND CONFERENCE IN ASIA
One of the keys to Hong Kong’s role as the licensing hub of Asia is the success of the Hong Kong International Licensing Show (HKILS) and the Asian Licensing Conference (ALC) organized by the Hong Kong Trade Development Council (HKTDC), both are Asia’s largest trade shows. The HKILS, which is growing as one of the most important shows in the global licensing business, provides a one-stop marketplace in the AsiaPacific region for the international licensing industry. In January 2014, the show featured more than 230 exhibitors with more than 700 brands and properties, including the hottest international brand owners and licensors, such as Rovio with Angry Birds, Japanese Manga series Doraemon, Warner Bros., Adidas, Paul Frank, and many others. This attracted more than 18,000 buyers from more than 100 countries and regions. They included some 4,100 mainland buyers looking for properties. The show is held concurrently with the Hong Kong Toys and Games Fair (the largest toy trade show in Asia), the Hong Kong Baby Products Fair, and the Hong Kong International Stationery Fair, which combined drew nearly 2,900 exhibitors and more than 106,000 buyers in 2014, providing ample opportunities for cross collaboration and partnerships. Our tailor-made business-matching services can assist any attendee who wants to meet with potential partners in Asia.
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ROYALTIE$ • TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
Panel discussion at last year’s Asian Licensing Conference
Taking place in conjunction with the HKILS is the Asian Licensing Conference (ALC). Now in its third year, ALC drew more than 1,200 participants with the majority of them from Asia. More than 30 top-notch speakers from global brands, including Mattel, Ferrari, NBA, Caterpillar, Mind Candy, and Iconix, shared their insights and experiences with participants. The upcoming show will focus on the latest licensing trends in the fast-growing Asian market. There will be dedicated sessions examining market developments on China’s Mainland; licensing opportunities in fashion, lifestyle, and children’s merchandising; as well as retail licensing promotions in Asia. The HKILS and ALC will take place in Hong Kong January 12–14, 2015, and January 12–13, 2015, respectively. Visit http://www.hktdc.com/hklicensingshow and http://www.hktdc.com/asianlicensingconference for more details. With more than 40 offices around the world, half of which are in Asia, HKTDC can assist anyone interested in conducting business in Asia. Contact the Hong Kong office at (852) 1830–668 or licensingshow@hktdc.org. Contact the New York City office at (212) 838–8688 or new.york.office @hktdc.org.
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Brand Licensing Europe 2014
COMPILED
BY JENNIFER LYNCH
Brand Licensing Europe (BLE) takes place October 7–9 at The Olympia Grand Hall in London. This increasingly important show brings together all facets of the licensing industry. Featuring both classic brands and new properties from movies, TV, and digital, the show offers a broad overview of what’s happening in the global marketplace. The following pages present a small sampling of what attendees can expect.
Big Tent Entertainment
Domo continues to grow abroad with Coolabi named as its first licensing agent in the UK. Coolabi joins Domo’s existing European agents including Early Bird Agency in Sweden, Home Made Licensing in France, and Lisans Medya in Turkey. In the U.S., Domo joined forces with the NFL Players Association for a line of co-branded merchandise for plush, apparel, collectibles, and more. Domo also partnered with Sony’s Ghostbusters for a co-branded line with licensees including Funko, Underground Toys, and Kelly Toy for products portraying Domo as the Stay Puft Marshmallow Man, Slimer, and a full-fledged Ghostbuster. Big Tent partnered with Breakthrough Entertainment for preschool series Zerby Derby. Zerby Derby focuses on a gang of pint-sized cars as they overcome obstacles in a life-size forest. The merchandising program will introduce hands-on learning and bring the play pattern to the toy aisle with vehicles, ride-ons, playsets, and outdoor toys. Big Tent also launched Something Fuzzy, a new YouTube channel created with Brain Power Studio, that features hundreds of fuzzy, furry, and scaly pets in a mixture of original programming and user-generated content.
Sony Pictures Consumer Products
For Sony Pictures Consumer Products, Ghostbusters merchandise continues to see success at retail as a result of the 30th anniversary. Sony says social media is also pushing Breaking Bad merchandising sales records up despite the series ending. In 2015, Sony’s strategy is to expand its brand portfolio by continuing the momentum with its strong performing classics, while also introducing new television and theatrical properties with built-in fan-bases. These includes R.L. Stine’s global franchise Goosebumps, Hotel Transylvania 2, the live-action comedy Pixels, and the prequel to Breaking Bad, Better Call Saul.
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ROYALTIE$ • TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
DreamWorks
Domo
DreamWorks Animation (DWA)’s franchises are readying for 2015 and beyond. Highlights of DWA’s feature film properties include Home, due in theaters spring 2015; B.O.O.: Bureau of Otherworldly Operations, debuting worldwide in summer/fall 2015; and Trolls, due out for the 2016 holiday season. On the heels of this summer’s How to Train Your Dragon 2, DWA continues to strengthen the Dragons franchise with additional television and film content in the pipeline. In television, DWA will expand its slate with the reimagined classic Voltron and How to Train Your Dragon 2 debut franchise Dinotrux. DreamWorks Classics leads the charge with Postman Pat and Where’s Wally? (Where’s Waldo?) along with international preschool property Noddy. The company also recently acquired Felix the Cat, with plans to reintroduce the property to audiences worldwide. AwesomenessTV continues to expand, while DWA’s newest arm DreamWorks Press is self-publishing traditional and digital titles inspired by DWA’s characters and franchises.
Beanstalk
In May, Beanstalk announced the official launch of Blueprint–Powered by Beanstalk, a new consulting division dedicated to advising companies on how to evolve their brands through innovative and commercially viable brand development and extension strategies. Blueprint will work with brand owners, retailers, and manufacturers to evaluate and analyze their distinct needs and provide a road map to open doors to new markets, audiences, and revenue. Tinderbox, the digital division of Beanstalk, has partnered with Microsoft to develop a global consumer products program for various titles within the Xbox portfolio. Tinderbox will support two of Microsoft’s internal studios, Turn 10 and Launchworks, in pursuing global licensing opportunities across multiple categories for Xbox titles Forza, Killer Instinct, and State of Decay. Tinderbox has also partnered with digital specialist agency, 5th Wave Brands to develop a licensing program for Badland. Tinderbox will support 5th Wave Brands in pursuing global licensing opportunities for Badland, while also focusing on building the program in the UK. Tinderbox continues to expand the programs of MovieStarPlanet, My Singing Monsters, Doodle Jump, and the soon-to-be launched gaming brand, The Beetnuks. PopJam
Mind Candy
Moshi Monsters remains a priority for Mind Candy, with strong focus on digital and growth through toys and publishing. Key brand initiatives in 2015 will see the expansion and broadening of the Moshi Monsters fan base using themes that encompass both digital and physical. A “Food Factory” takeover is planned for early 2015 and a mysterious circus theme is planned for later in the year. Mind Candy’s new IP, World of Warriors. is launching in Q4 in more than six languages, with more to follow. Supported across all mobile platforms, World of Warriors is an epic world with hundreds of historical battling characters and evil fictional bosses. The game will be supported by trading cards, publishing, toys, collectibles, apparel and accessories, with key partners based in the UK, Europe, and North America. Mind Candy will also feature a new app PopJam (pictured), which offers a safe social community targeted at the under 13 audience.
Caroline Mickler Ltd.
The UK brand extension program for The
Beatles, managed with Apple Corps, has built on The Beatles brand as a design-led proper-
ty, delivering the multiple associations of the brand to categories across a range of products.
Yellow Submarine, another Beatles-
related property, is the focus of a varied range of licensed products ranging from figures by Titan to shirts from Thomas Pink.
Mr. Bean celebrates his 25th anniversary
in 2015, and Caroline Mickler will show-
case the brand alongside Tiger Aspect Productions. Mr. Bean: The Animated Series
returns to the UK in 2015 with 52 11-minute episodes.
Boo, the World’s Cutest Dog, has signed a growing number of
licensees for the UK, covering categories including stationery, Tshirts, sleepwear, housewares, giftware, novelty accessories, plush, and publishing.
Fifty Shades of Grey is also the center of a sophisticated licens-
ing program targeting a number of key categories.
TOYS & FAMILY ENTERTAINMENT • ROYALTIE$ OCTOBER 2014
77
Brand Licensing Europe 2014
The Jim Henson Company
The Jim Henson Company will exhibit for the first time at BLE. Henson’s primary focus will be on the following four properties. Dinosaur Train continues to gather steam across Europe on major TV networks such as Nickelodeon UK, Disney Channel Germany, France TV, and RTVE Clan in Spain, with more than 35 licensees in Western Europe alone. New toys from TOMY and educational learning titles from VTech will debut in all key markets for the holiday season. In Germany, the company signed a new agreement with Kosmos for travel games, and new products launching this fall include magazines from Panini, partyware from Papstar, housewares from Herding, and plush from Huenec. In the UK, new agreements were signed with Gemma International for greetings cards and partyware and with Play by Play for plush. In Spain, new products are under development with Educa (puzzles), Montichelvo (back to school), Hot Shots (candy and cookies), and United Labels (apparel and accessories). Doozers, inspired by the classic Henson series’ Fraggle Rock, debuted in April in the U.S. as the first Hulu Original series for kids, following earlier launches on Discovery Kids Latin America in March, and Turner’s Cartoonito in the Doozers UK and Italy, Turner’s Boomerang HD in Germany, and Nick Jr. via Foxtel in Australia in fall 2013. At BLE, Henson seeks licensees for toys, apparel, and publishing. The company’s third party banner, HIP (Henson Independent Properties) will focus on Lily’s Driftwood Bay, a new animated series (produced by Sixteen South of Northern Ireland), that debuted in May in the UK on Nick Jr., on ABC in Australia, and Sprout in the U.S. HIP is seeking licensees in the toy, apparel, publishing, and arts and crafts categories. For Elias: Rescue Team Adventures (produced by Animando in partnership with Coaz Animation), more than 300 unique products have been introduced in the Nordic region to date, and negotiations are underway with several leading international broadcasters.
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ROYALTIE$ • TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
Hasbro
At BLE 2014, Hasbro will shine a spotlight on key global franchise brands including My Little Pony, Littlest Pet Shop, Play-Doh, Transformers, Nerf, and Monopoly. Hasbro continues to drive brand relevance with consumers of all ages via entertainment, publishing, toy, fashion, and digital gaming across multiple retail channels and categories.
Epic Rights
Epic Rights’ CEO Dell Furano has worked with KISS for more than 25 years and, with the launch of Epic Rights, continues to guide the development of its licensing and merchandising program worldwide. Invigorated by the band’s recent induction into the Rock and Roll Hall of Fame, KISS extends its North American 40th Anniversary tour to Europe in early 2015. Epic Rights is exploring opportunities for the brand in digital, through social media and collaborative cross promotions. Epic Rights is also taking a strategic approach to target multi-generational consumers across all categories, including apparel and accessories, gift and novelty, toys and games, apps, home décor, and more. Epic Rights will develop three new programs for John Lennon. The John Lennon classic program, In My Life, will develop products featuring the artist’s name, likeness, and signature. The John Lennon Bag One Illustrated program, based on Lennon’s drawings and rare archival sketches from 1964–1980, will target two separate audiences: Imagine for adults and Real Love for youth.
Universal Partnerships & Licensing
Universal Partnerships & Licensing (UP&L) brings a slate of films to BLE. Pitch Perfect 2 opens in May. The next installment in the Fast & Furious series, Fast & Furious 7, will be in theaters in April, while June brings the long-awaited next installment in the Jurassic Park film series, Jurassic World. Hasbro has already signed on as the worldwide master toy licensee for the film, renewing the partnership that the companies have had since the original film in 1993. In July 2015, Universal Pictures and Illumination Entertainment will partner for their fifth motion picture collaboration, Minions, which is a spin-off of the Despicable Me franchise centering on the Minion characters. Thinkway Toys has already signed on to return as the global master toy licensee, along with other key partners including Hasbro, Hybrid Apparel, and JEM Sportswear. The Biggest Loser anchors the television program with licensing partners focused on health and wellness. The series has achieved 15 seasons of fan affinity and a strong level of consumer awareness with ratings that continue to grow. Other key shows in the program include The Tonight Show Starring Jimmy Fallon, Battlestar Galactica, and The Office.
Discovery
Discovery Consumer Products (DCP) will use BLE to focus on one of its flagship brands, Discovery Channel, which encourages EMEA consumers to make their world bigger. Its consumer product extensions have a central goal of making outdoor exploration and adventure possible. DCP is also seeking licensees across Europe for key lifestyle categories for Discovery Expedition, including apparel, footwear, accessories, and more. Discovery Expedition previously launched as an outdoor apparel and lifestyle brand in Asia, where more than 100 retail locations opened in the last two years. The brand features high performance gear, such as the jacket pictured, and an expertise that strives to encourage experienced adventure seekers to explore the world. Discovery Adventures also debuted a series of retail loyalty promotions across Europe in 2014 with a range of travel product. Categories being explored for licensing include camping gear, luggage, and travel accessories. Animal Planet established an international partnership with Mojo across
Europe, South America, and Asia, for an extensive range of high-end col-
lectible animal figurines. New partnerships in toys include Edu-Science and
Morphsuits UK. DCP also plans to expand its pet products program to EMEA.
Jam Brands
Jam Brands, Inc., in collaboration with Copyrights Group, announces the launch of the Jits licensing program at BLE. Based on the increasing success of Jits Magazine and JitsTV, its television and online media division, Jits has brought the Brazilian Jiu Jitsu (BJJ) lifestyle brand into mainstream popularity, says Jam. Jits Magazine is a globally circulated lifestyle print publication that provides industry-leading content focused around the BJJ culture. BJJ is a non-violent sport combining cultures in Japan, Brazil, and California to form a dynamic mix. As a result of its grassroots publishing and marketing, Jits is poised to enter licensing. Jam seeks licensees for apparel, accessories, personal care, nutrition, food, and beverage.
TOYS & FAMILY ENTERTAINMENT • ROYALTIE$ OCTOBER 2014
79
Brand Licensing Europe 2014 Bulldog Licensing
Bulldog Licensing presents a range of hit properties at this year’s BLE, including Plants vs. Zombies (PvZ). Bulldog has already inked PvZ deals with a host of partners including Smith & Brooks/Cooneen for apparel and nightwear/underwear respectively, Character World for homewares, Titan for magazines, A4T for digital peripherals, GB Eye for posters, and Jazwares for toys. K’NEX also launched a construction toy line and Penguin is onboard for publishing. Wolfblood Wolfblood is the award-winning CBBC show that returns for its third season this fall. Wolfblood licensees include GB Eye for posters, Danilo for greetings cards and calendars, Fashion UK for nightwear and underwear, Smith & Brooks for apparel, and VMC for accessories. Titan is also set to launch a new Wolfblood-themed magazine tied to the third series. Bulldog is seeking stationery, housewares, and personal care licensees. The iconic cartoon cat Garfield is making his presence known on the UK high street with apparel from Lazy Oaf. Blues, Silverknit, and Brand Alliance are also on board for apparel. Other partners include Ravette for publishing, Smiffys for dress up, MGML for greetings cards, wrap, tags and social stationery, J Fox for accessories, and Brand International for slippers. Sambro will release bags, stationery, and puzzles for kids. Toys from Wicked Cool Toys will hit retail in 2015. Mr. Bloom’s Nursery is the hit CBeebies show set in a colorful garden run by the green-fingered Mr. Bloom. Mr. Bloom and the Veggies introduce children to the experience of nurturing plants. Current partners include Jumbo for puzzles and games, TCV for gardening and nature products, Little Babas for dress-up, Portico for greetings and calendars, and Random House for publishing. Additional brands to be featured include the game show Bullseye, Sindy the British doll, art brands It’s a Wild Life, character brand Chalk Bear, football publisher Shoot, and more.
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ROYALTIE$ • TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
JELC
iDoo-B-Doo
In 2013, JELC was appointed to roll out a licensing program for Silentnight, the name behind various well-known bed and mattress products in the UK. With nearly 90 percent brand awareness, according to JELC, Benross is already on board for a range of Silentnightbranded room heaters and coolers. Other categories in development include hot drinks, bath and body lotions, nightwear, and pet beds. JELC is also working with The National Gallery on a global licensing program targeted for the mid- to high-tier retail market worldwide, with the aim of raising awareness of The National Gallery and generating income to support its work. JELC is also working to expand the gallery’s food and drink range, Delicious Art. iDoo-B-Doo is a make-and-create brand for little girls that centers on Dolly Doodles, her puppy Tinkaboo, and the Doo-B-Doo Crew, whose members love to make paper craft cards and gifts. Targeted to girls ages 3–7, the initial licensing focus is on greeting cards, arts and crafts, publishing, stationery, and apparel through arts and crafts and general retail channels. Television and publishing deals are already in the pipeline to accompany the books and website. Additional properties JELC will highlight at BLE include Ron Schmidt’s Loose Leashes, Gemma International’s Gem Fairies, art brands Hinchcliffe and Barber and The Wisdom of Kids, and more. JELC partner company Brand Extensions Russia JJP will also be on hand with a focus on bringing major brands to the Russian market. Already making inroads with Pepsi, NBA, The Very Hungry Caterpillar, Forever Friends, Gem Fairies, and Turizmo the company is expecting to expand its portfolio during and after BLE.
The Mystery of the Abyss
Knockout Licensing Knockout Licensing signed
Fifth Sun and Trends International for the television drama Nashville,
which is produced by Lionsgate, ABC
Studios,
and
Opry
Entertainment. Fifth Sun will man-
ufacture and market a range of Nashville apparel, including tees,
hoodies, fleece, and more, for juniors, women, and men. Trends International
will
produce
Nashville posters and calendars for the U.S. and Canadian markets.
Sony Pictures Television has also appointed Knockout Licensing
to manage licensing for its new romantic/fantasy entertainment fran-
chise Outlander. The series recently premiered on STARZ and is based on the popular eight-book series.
Saban Brands
Rainbow
Winx Club celebrates its 10th anniversary this year as its seventh season is in production with a projected release date in 2015. The film The Mystery of the Abyss had its global premiere in Italy in September and will continue to roll out worldwide through 2014. With more than 500 licensees on board globally across multiple categories and more than 6,000 SKUs, Rainbow seeks to expand the property into less conventional sectors, such as themed holidays and experiences. Rainbow will also showcase Mia and Me, a co-production of Lucky Punch GmbH/M4e that chronicles the adventures of 12-year-old Mia in the magical land of Centopia. Broadcast partners are already on board worldwide, with the show currently airing in more than 80 territories. A full range of merchandise already launched in established territories, including toys from international toy partner Mattel. Other partners include Ravensburger, Egmont, Unilever, Nestle, and Panini.
Saban partnered with Jakks Pacific for the new multi-platform property EmojiVille. The upcoming kids’ series will follow five emoji friends in EmojiVille, a colorful town filled with spirited personalities and adventures. EmojiVille will launch as an original web series this fall and evolve into a global TV series for debut in 2015. Jakks will support the property with a full consumer products line, while Saban will lead content, distribution, marketing, promotion, and licensing. Slated to launch in 2015, Popples is a new animated series based on the characters from the popular 1980s toy line and television series. Global master toy partner Spin Master will produce a full range of toys including small dolls, collectible figures, playsets, and plush to hit the U.S. market in 2015, followed by an expanded international program in 2016. The Power Rangers franchise is currently in its 21st season, Power Rangers Super Megaforce, with the next season of the franchise, Power Rangers Dino Charge, set to deliver new dino-charged experiences. The series will debut on Nickelodeon in the U.S. in early 2015 with plans to roll out worldwide later that year. Bandai will continue to serve as the global master toy licensee, creating an all-new dinosaur themed product line. Saban, in partnership with Lionsgate, has also announced a feature film that will reimagine the classic Mighty Morphin Power Rangers. Julius Jr. was picked up by Nick Jr. for a second season to premiere this fall. The show also airs on TF1 (France), Disney Junior (Italy and Germany), Discovery Kids (Latin America). Consumer products (now available in the U.S.) will roll out internationally in 2015, with Fisher-Price as master toy partner.
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Follow Your Nose to the Toy Aisle BY JENNIFER LYNCH
any shoppers go with their gut when it comes to shopping for toys. It’s rare that scent plays a factor in a toy’s purchase. But, with the launch of the France-based SentoSphere’s new U.S. subsidiary, perhaps more shoppers will be using their nose to make their next purchase. At least that’s the goal of Veronique Debroise, founder and CEO of SentoSphere. For Debroise, a career in the toy industry was not her intended path. She wanted to be a perfumer, so that’s what she did—perhaps it was early evidence of her drive of turning ideas into realities. She began her career as a chemist specializing in cosmetics, perfume in particular. But it was during her time working for major fragrance producers International Flavors & Fragrances (IFF) in Brazil and Givauden in France that she noticed products focused little on aiding the development of a child’s sense of smell. “Most children’s products help kids develop basic educational skills or help to develop their mind, but not their senses,” says Debroise. “The perception we have of our environment is filtered and analyzed first by our senses so it is important to nurture them. The more they are trained, the more the child is open to other experiences, which develops one’s curiosity.” So, she resigned from her job and set out to change that. The next challenge, of course, became figuring out how to do so. Viewing the success other young game inventors were having at the time, Debroise viewed the toy and game industry as the perfect place to reach her target audience. Thus, SentoSphere was born,
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Veronique Debroise, founder and CEO of SentoSphere
and with it, its first line of scented games. In the one-of-a-kind game Follow Your Nose, SentoSphere turns the classic game of bingo into a game for the senses—and more specifically sense of smell. The game comes with 30 different aroma diffusers that kids use to match the smell to the corresponding images on the illustrated game boards. In addition the company also offers a My Perfume Maker kit that allows kids to craft more than 100 different eau des toilettes. “What our scented games and kits aim for is to awaken parts of the brain and heart that haven’t been awakened by any other scent before,” says Debroise. To achieve this, SentoSphere ensures that what goes into creating each scent yields an olfactory experience just as satisfying as the perfumes she once created. “Though [our games] are made to inspire children, the scents we create are on the same level as a scent or
82 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
fragrance an adult would use,” she says. “I wouldn’t have it any other way.” But don’t be fooled by the company’s focus on smell; SentoSphere has continued to expand since its inception. In fact, the company tries to preach a well-rounded multi-sensory experience for kids through an equally robust portfolio of nine product lines that span games, arts & crafts, science, and more. “We are always looking to add new products that help children, particularly girls, develop an interest in science, chemistry, art and design,” says Debroise. “That, to me, is the fundamental mission of this brand.” An example of this can be seen in the company’s Aquarellum line, which blends creative play with a dose of learning. Aquarellum paint appears on the pages like magic and throughout the process kids learn how colors are blended, create colors in the pallet using an eyedropper, and uncover a theory that subtractive colors require four, not three, primary colors. U.S. consumers can expect to see these products and much more on specialty shelves moving into 2015, according to Debroise. Wearing many hats, she not only oversees the company’s subsidiary in the U.S., but also acts as the brand’s artistic director, chief designer, and brand stylist. And she wouldn’t have it any other way. Every year she works on more than 20 products across the brand’s nine lines—including a wine tasting game line for adults. “I am adamant about being involved in everything from conception to development,” she says. “New products will not come to market until I am 100 percent satisfied.” And when they do, consumers should simply follow their nose the next time they visit the toy store.
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YOU’RE HIRED
TCG
SABAN BRANDS
TCG announced the appointment of two toy industry executives to its management team. Ian Cooper has been named as vice-president of global sales. He was most recently a senior vice-president at Savvi. Ranki Lo has been named vice-president of operations. She was most recently vice-president of operations for Tech4Kids.
Saban Brands announced the appointment of Doug Finberg as senior vice-president of marketing. In this newly created role, Finberg will provide strategic leadership for Saban Brands’ marketing, publicity, creative, promotions, and digital departments. Most recently, Finberg served as executive vice-president of marketing at MGM Studios, where he oversaw marketing initiatives for the latest James Bond installment, Skyfall, and The Hobbit: An Unexpected Journey. Prior posts include Marvel Studios, Paramount Pictures International, and DreamWorks SKG.
NEW HIRES IAN COOPER AND RANKI LO
UNIVERSAL PICTURES
VINCE KLASEUS, PRESIDENT, BRAND DEVELOPMENT DIVISION
Universal Pictures announced that Vince Klaseus will join the company as president of a newly created Brand Development division. The announcement was made by Universal Filmed Entertainment Group chairman Jeff Shell, to whom Klaseus will report. Klaseus will be responsible for centralizing Universal businesses and brands to grow product opportunities in the retail and non-theatrical content space. Universal Partnerships & Licensing president Stephanie Sperber will continue to lead NBCUniversal’s global consumer products, promotions, and digital gaming efforts, which includes the merchandising and licensing of the company’s wealth of intellectual properties, including Universal Pictures, Universal Studios Home Entertainment, NBC Entertainment, and Sprout, reporting to Klaseus. Universal 1440 Entertainment executive vice-president and general manager Glenn Ross will continue in his role as head of Universal Studios’ Home Entertainment’s content production arm, developing and producing kids and family entertainment for non-theatrical distribution worldwide. Ross, who reports to president Worldwide Home Entertainment Eddie Cunningham, will now also report to Klaseus. Klaseus comes to Universal from Cartwheel Kids, a company he helped launch while serving as CEO since December 2012. Prior to Cartwheel, Klaseus spent 12 years at The Walt Disney Company in various capacities. Klaseus began his career at Mattel in 1995.
84 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
DOUG FINBERG SENIOR VICE-PRESIDENT OF MARKETING
SESAME WORKSHOP JEFFREY DUNN, CEO
Jeffrey Dunn has been named president and CEO of Sesame Workshop. Dunn, formerly president and CEO of HIT Entertainment, succeeds H. Melvin Ming who announced his retirement earlier this year. Dunn currently serves as a 2014 Advanced Leadership Initiative Fellow at Harvard University with a focus on media and education. He served as president and CEO of HIT Entertainment from 2008–2012. Prior to joining HIT, Dunn served as group COO of the Nickelodeon Networks group and president of Nickelodeon Film and Enterprises. Dunn recently served on the board of American Greetings and Sprout.
MOOSE TOYS
MARK SULLIVAN, GENERAL MANAGER, U.S. DIVISION
Moose Toys announced the appointment of Mark Sullivan to the role of general manager of the U.S. division. Sullivan started his career as a toy inventor. He then moved into the corporate world with Tyco Toys, where he worked for nearly 10 years, rising to senior vice-president of marketing. Other career highlights include his tenure at Mattel as senior vice-president of the Games & Entertainment, Wheels, and Boys’ Toys divisions. More recently, he held the position of executive vicepresident at Spin Master from 2006–2012.
ASTRA
SUE WARFIELD, DIRECTOR OF MEMBER RELATIONS
The American Specialty Toy Retailing Association (ASTRA) announced that Sue Warfield has joined as director of member relations. In this newly created position, Warfield assumes responsibility for building programs that will grow channel cooperation and collaboration in the specialty toy industry, with the goal of increasing efficiencies and savings for retailers, sales representatives, and manufacturers.
TOY INDUSTRY ASSOCIATION
KEN SEITER, VICE-PRESIDENT OF STRATEGIC COMMUNICATIONS
The Toy Industry Association (TIA) announced that Ken Seiter will join TIA this August as vice-president of strategic communications. Seiter will be responsible for the development, implementation, and oversight of the association’s communications strategies, key messaging, and brand integrity programs. Previously, Seiter served as CMO for the Specialty Food Association (SFA) and oversaw the creation of the association’s new brand, as well as the execution of communications plans for SFA’s trade shows, educational programs, membership outreach, and media engagement. Seiter was also responsible for the association’s annual sofi Awards program, which honors the best in specialty foods at the Summer Fancy Food Show. Prior to joining SFA, Seiter held a variety of positions at Kraft Foods.
NEW HIRES UNDER TRU’S TRANSFORMATION STRATEGY
Toys “R” Us, Inc., (TRU) announced that it has appointed a number of executives to key leadership roles, as the company continues to work to position its business for long-term profitable growth. The following executives are joining TRU. Debbie Lentz has been named senior vice-president, chief supply chain officer, with responsibility for U.S. distribution and customs compliance, global importing and exporting, fleet operations, and domestic transportation, reporting to Hank Mullany, president, TRU, U.S. In addition, Lentz leads logistics strategy development for the company’s international markets and efforts to improve global supply chain efficiencies, reporting in this capacity to Antonio Urcelay, CEO. Lentz was formerly with Kraft Foods Group and most recently held the position of senior vice-president, customer service and logistics. Prior to Kraft, she worked for many years in logistics operations at Nabisco Foods Group. She serves on the board of directors of the International Women’s Forum Leadership Foundation. Christine Morena has been named senior vice-president, human resources, reporting to Deb Derby, vice chairman. Morena most recently served as principal of her own advisory services business, providing counsel to senior managers and boards. Prior to this, Morena served as executive vice-president and chief human resources officer for Saks Incorporated. She previously worked at AT&T. Joe Venezia has been named senior vice-president, store operations. In this capacity, Venezia is responsible for transforming the in-store experience across the U.S. He also provides leadership for ensuring customers have a seamless in-store and online shopping experience through the company’s omnichannel offerings, including Ship from Store and In-Store Pickup. He reports to Mullany. Venezia was formerly at The Pantry, where he served as senior vice-president of store operations for its convenience stores and quick service restaurants across the Southeastern U.S. Prior to this, Venezia was with Walmart, Wells Fargo Merchant Services, and Procter & Gamble. Venezia also served as an Airborne Ranger Officer in the U.S. Army Infantry for nine years and was deployed abroad three times. His missions included a parachute assault into Panama during Operation Just Cause and combat operations in Iraq during Operation Desert Storm, where he was awarded the Bronze Star Medal for demonstrated bravery. Additional announcements include the appointments of Michael Short as executive vice-president and CFO and Chetan Bhandari as senior vice-president, corporate finance and treasurer.
OCTOBER 2014 TOYS & FAMILY ENTERTAINMENT 85
EVENTS OF
CALENDAR
Industry-Related Trade Shows NOVEMBER 20–21 20–23
Toy & Games Conference
tandgcon.com
Navy Pier
Chicago
Grand Strand Gift Show
grandstrandgiftshow.com hiaonline.com
Myrtle Beach Convention Center
Halloween Tower
Myrtle Beach
New York City
International CES
cesweb.org
Las Vegas Convention Center
Las Vegas
Chicago Toy & Game Fair
DECEMBER 7–10 9–11
JANUARY 6–9
12–15
20–22
28–2/2 31–2/4
International Halloween Show
Hong Kong Toys and Games Fair
The Toy Fair
Spielwarenmesse Int’l Toy Fair NY Now
FEBRUARY
chitagfair.com
Navy Pier
Chicago
hktoyfair.com
Hong Kong Convention & Exhibition Center
Hong Kong
nynow.com
Jacob Javits Convention Center
New York City
toyfair.co.uk toyfair.de
Olympia Grand Hall
Nuremberg Exhibition Center
Nuremberg
6–9
Halloween & Party Expo
halloweenpartyexpo.com
22–24
Ed Expo
edexpo.com
Georgia World Congress Center
playworldme.com
Dubai Int’l Convention & Exhibition Centre
Dubai
haashow.com
America’s Center
Bologna Fair Centre
St. Louis
Bologna
14–17 15–17 23–26
MARCH 2–4
American International Toy Fair Digital Kids Conference Kidscreen Summit
Playworld Middle East
toyassociation.com
toyassociation.com
summit.kidscreen.com
George R. Brown Convention Center
London
Houston
Jacob Javits Convention Center
New York City
InterContinental Miami
Miami
Jacob Javits Convention Center
New York City Atlanta
Australian Toy, Hobby, & Nursery Fair
austoy.com.au
30–4/2
Bologna Children’s Book Fair
bookfair.bolognafiere.it
1–2
Kazachok Licensing Forum
forumlicence.kazachok.com
La Halle Freyssinet
Paris
Hong Kong Gifts & Premium Fair
hkgiftspremiumfair.com
Hong Kong Convention & Exhibition Centre
Hong Kong
3–6
8–11
19–22
APRIL
13–16 14–16 27–30
ToyFest West
Halloween & Attractions Show
MIPTV
London Book Fair
86 TOYS & FAMILY ENTERTAINMENT OCTOBER 2014
toyfestwest.com
mipworld.com
londonbookfair.co.uk
Melbourne Convention & Exhibition Centre
South Point Hotel
Palais des Festivals Earls Court
Melbourne Las Vegas
Cannes
London
Jennifer Coleman • jcoleman@4kmedia.com • +1.212.590.2120
www.yugioh.com
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©1996 Kazuki Takahashi ©2014 NAS • TV TOKYO
©1996 Kazuki Takahashi ©2011 NAS • TV TOKYO
©1996 Kazuki Takahashi ©2008 NAS • TV TOKYO
©1996 Kazuki Takahashi ©2004 NAS • TV TOKYO
©1996 Kazuki Takahashi