Toy Tap by Daniel Codd

TOY

TAP

TRENDS ACROSS THE

PLANET V3.13

TOY

TAP

TRENDS ACROSS THE

PLANET

At Momentum we like to keep our finger on the pulse of what is going on in your sector. Our Trends Across the Planet (TAP) series keeps our teams and clients up to speed with the latest and greatest trends around the globe. It is just one of the many ways we look to add value above and beyond our brief. In this fun packed edition we look at some of the latest and greatest innovations in the toy sector. From an incredible 3D doodling pen from US toy and robotics company Wobbleworks that let’s you create models in mid air to the ‘Box of Awesome’ subscription service in the UK that sounds – well awesome! We look at how smartphones, ipads and iphones can now help kids control their toy devices and why Lego has pulled the plug on press promotions with The Sun. Finally we look at why a ‘Frozen board game’ highlighting the effects of global warming is such hot stuff, take a dive into the highlights from the World Toy Fair in New York and uncover the simple idea of Chicago based toy store Mr Imagination that sells only cardboard boxes to kids! Naturally we also highlight Mattel’s brilliant augmented reality play with the new Barbie Digital Makeover Mirror (Ken – eat your heart out). Fun packed and fit to burst – it’s all here in Toy TAP – enjoy!

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Contents

Contents 01

Viewpoint: Bring the theatre back to UK toy stores

‘BOX OF AWESOME’ ENTERTAINS KIDS AND HELPS STARTUPS GET NOTICED

COULD THIS BE THE NEW MECCANO?

barbie digital mirror lets kids try on make-up using augmented reality

09 makerbot’s desktop 3d scanner is a real-life star trek replicator

BUILDING BLOCK TOY KITS CAN BE CONTROLLED WITH KIDS’ SMARTPHONES

10 melting ice board game shows kids effects of global warming

toy store stocks only cardboard boxes

get in touch

In the news: no more page 3 ‘victory’ as lego sun deal ends

In the news: highlights from the 2013 world toy fair

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bring the theatre back to Uk toy stores

Viewpoint: Bring the theatre back to UK Toy Stores At a time when high street stores continue to struggle and the rise of online shopping continues unabated, there nonetheless remains an opportunity for retailers to create physical stores that truly excite and inspire their customers - and what product cries out for a memorable experience more than toys? When it comes to the UK, while toy stores like Toys R Us and the supermarket giants certainly have the presence and scale, the shopping experience is hardly what you would call magical. If a store visit has nothing to add, it is no surprise that shoppers often choose the cheap prices and next day delivery options found online. The obvious exception is Hamleys on Regent Street. The UK’s flagship toy store is one of a few that can still conjure the magic for children and adults alike, and as a result has become a leading retail tourist attraction in itself. For toy brands, this creates the perfect opportunity to showcase their products and excite their audience, but in the rest of the UK these kinds of retailers are few and far between. As you might expect, things in the US are a little different. While it’s true that space is cheaper in the States, it’s not just about bigger stores; it’s the sense

of theatre, the way shoppers are welcomed, the staff’s enthusiasm. These are the toy stores of kids’ dreams and whatever your age you can’t help but be inspired – resulting in a fairytale world you simply don’t get from endless rows of shelves. Stores across the pond have a playfulness and sense of imagination that seems to have been lost in the UK. Experiences like those enjoyed in the Disney Store and FAO Schwartz, where kids can actually interact with the toys and staff, make a huge difference - creating a friendly environment that really engages shoppers. One American brand that has found success on these shores is Build A Bear. With fun stores where shoppers can make their perfect teddy bear, it’s an experience with real personality and one that encourages kids’ imaginations. Home-grown businesses that have shown similar creativity and success are increasingly hard to find in the UK. It’s not all bad news, however. While many independent toy stores have been forced to close, there are some amazing examples still going strong. Their continued success is a result of not simply offering endless product ranges, but focusing on

customer service and creating a distinctive, inviting shopper experience. The toy sector is just one of many retail sectors currently undergoing huge change. The growth of online shopping will only continue, while grocers are also looking to increase their share of this £3.8 billion market. Another issue is the change in children’s playtime habits - with traditional toys often replaced by the latest tablet computers, Smartphones and video games. For some, kids will always need real toys to play with and learn from, while others see this as a trend that will lead to further decline for the toy industry. One thing is for sure: for UK toy stores to thrive, they need to bring back the magic we all felt when we were kids. It’s not simply about products, but creating environments and experiences where dreams come to life. Get this right and kids and adults alike will want to return with their pocket money, time and time again.

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Could this be the new Meccano?

Could this be the new Meccano? WE ♥ THIS!

A pen that can “print” 3D drawings in mid-air has attracted nearly $500,000 in one day from Kickstarter backers (+ movie). The $75 3Doodler by U.S. toy and robotics company WobbleWorks is described on the crowdfunding website as the world’s first 3D printing pen. It works like a hot glue gun to extrude plastic filament in a fine line, which quickly cools and solidifies into a stable structure. With no need for software or computers, the 3Doodler acts as a handheld version of the extrusion element found in many 3D printers. WobbleWorks suggest it could be used to make 3D models, jewellery and ornaments as well as to personalise objects like phone cases. The designers are also working on a selection of stencil kits allowing users to draw out shapes on a flat surface before connecting them into 3D objects. View Video

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Box of Awesome’ entertains kids and helps startups get noticed

‘Box of Awesome’ entertains kids and helps startups get noticed Toy subscription services have been around for long enough for startups such as Little Pnuts to carve their own niche in the market by supplying only battery-free products. Taking things in the opposite direction, the Box of Awesome offers free games, music, clothes and gadgets to engage kids with new companies entering the industry. Based in the UK, Box of Awesome currently comes in three iterations. The Digital box is free and provides an exclusive game download. The Physical box contains sweets, games and trading cards and is free to order, delivered on a first come first served basis – once they run out, kids have to wait until the next round. The Guaranteed box costs GBP 0.38 per week after the first box, is assured to be delivered and is the same as the Physical box plus a subscriber-only gift. The physical boxes contain both items from wellknown children’s entertainment firms and startups. The benefit for up-and-coming toy companies is that they get easy access to their key demographic – young teenagers – who they try to engage through complimentary offerings. Kids benefit from free goodies, as well as toys that their friends don’t have. 03

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Building block toy kits can be controlled with kids’ smartphones

Building block toy kits can be controlled with kids’ smartphones Atoms Express is a range of children’s toys that enables kids to build a working electronic device and then program it with their smartphone. We’ve seen building block toys that incorporate elements of electronics before, in projects such as LittleBits and GoldieBlox. Now, Atoms Express is enabling kids to use their smartphones to program the creations they make. The kits consist of 13 different types of building blocks that contain electronic components and act as sensors or processing units. Motors, light sensors, speakers, accelerometers and exploding bricks are all available, along with a Bluetooth iOS module that can receive information from an iPhone or iPad. Using this, kids can then control the device they have made. Each module also comes with LED indicators that show what is happening in order to make it easier for kids to know what to change if something isn’t working, aiding the learning process. The video below shows Atoms Express in action: View Video

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Toy store stocks only cardboard boxes

Mr Imagine’s Toy Store in Chicago is hoping to tap into the creativity of kids, offering only cardboard boxes to play with.

Imagine’s Toy Store is using the idea to tap into the creativity of kids, offering only cardboard boxes to play with.

Imagination is one of the most important faculties a child can develop – it’s one of the stepping stones to innovation, after all. We’ve already seen Box Play for Kids encourage children to transform empty packaging into playtime treasures, and now Mr

The space has been set up as part of the Chicago Children’s Museum’s Unboxed: Adventures in Cardboard exhibition, which aims to celebrate the possibilities of the humble box. Those stepping foot into the store will not be greeted with a selection

of the latest gadgets – rather, kids can play with a variety of boxes. The concept behind the shop is to get kids to take an active part in their own entertainment, using their ideas to bring characters, landscapes and fun situations to life. Selected creations will be displayed in a special exhibition space to demonstrate the power of the imagination.

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No More Page 3 claims victory as Lego Sun deal ends

IN THE NEWS: No More Page 3 ‘victory’ as Lego Sun deal ends

No More Page Three campaigners are claiming a victory over Rupert Murdoch’s Sun newspaper as Lego decides not to renew a two-year promotional deal. After giving away promotional packs with The Sun since 2011, Saturday 2 March’s give away was the last of a planned two year partnership.

The toy company has been targeted with a social media campaign by lobbying group No More Page Three, which asked consumers to contact Lego by email, Twitter and Facebook. The campaign encouraged the toy firm to end its partnership to put pressure on owner News International to ditch images of topless models on page three of the paper.

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Highlights from New York’s 2013 toy fair

In the news: Highlights from the 2013 world toy fair

Remember the days of putting on a magic show with the help of a plastic wand and a super cool cape? Now, kids can do card tricks on an iPad and even pull a tangible ball out of its screen. There were some pretty innovative things on display at the 2013 American International Toy fair in New York City, from a Tetris lamp that can be stacked in any way you choose to a dinosaur controlled via voice command. But it’s also remarkable to look

at how the toy industry has evolved over the years — Power Rangers and Fraggle Rock celebrate big anniversaries this year (20 and 30 years, respectively). While apps and app-cessories were the big thing last year, 2013 is all about augmented 3D reality. Even Barbie has gone high tech with her Digital Makeover Mirror, allowing girls to virtually “try on” eye shadow, lipstick and glitter.

“Last year, we saw a ton of apps integrated with toys — some were great and others weren’t,” said a spokesperson for the Toy Industry Association. “Toy makers did a better job this year by not incorporating technology just for the sake of it. The ones that did it, did it right this year.”

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Barbie Digital Mirror Lets Kids Try on Make-up Using Augmented Reality

Barbie augmented reality Mirror Lets girls apply digital Make-up Unveiled by Mattel at the International Toy Fair, the Barbie Digital Makeover Mirror pairs an iPad with a vanity mirror for augmented reality play. Girls can try on different shades of lipstick, eye shadow and glitter without making a mess. Beyond play, this type of app could be used in makeup stores to show consumers how different products will look on them before they decide whether to buy them. According to sources, the mirror app uses augmented reality technology and photo facial recognition to put the make-up in the right place. They dip a â&#x20AC;&#x2DC;wandâ&#x20AC;&#x2122; into pretend make-up and it digitally appears on their face when they look in the interactive mirror. Girls can easily wipe off the make-up and start over again, and if they are pleased with their look they can save it to a digital scrapbook or share it with friends on Facebook.

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MakerBot’s Desktop 3D Scanner Is a Real-Life Star Trek Replicator

MakerBot’s Desktop 3D Scanner Is a Real-Life Star Trek Replicator Once a tool designed exclusively for trained technicians, 3D printers are now almost as easy to use as your desktop inkjet—except when it comes to designing and prepping the requisite 3D models. That step still requires an expertise with 3D modeling software, and is a barrier to 3D printing that MakerBot hopes to remove with its new Digitizer Desktop 3D Scanner. It’s official, we live in the future now. And it’s absolutely wonderful. When combined with a 3D printer, the digitizer is almost like a Xerox machine for real-world objects. Need to replace a small part that’s broken? Instead of contacting the manufacturer you can simply toss it on the laser-based scanner, generate (and repair) a 3D model, and then print it off on your 3D printer. The Digitizer was revealed for the first time at SXSW last week and while MakerBot does plan to put it into production once the hardware is finalized, at the moment they’re only showing a prototype that is still undergoing extensive testing and refining. And while the Digitizer Desktop 3D Scanner will certainly be another big step towards making 3D printing more common, it’s also sure to fuel the

debate over the legality and copyright issues when it comes to duplicating real world objects. But legal battles aside, this is still pretty awesome. Outside of the transporter, the replicator was one of the coolest pieces of fictional technologies introduced in Star Trek. And for a few thousand dollars, anyone

will soon be able to replicate almost anything from their basement workshop. Mankind has passed through the iron age, the bronze age, and even the information age. And while the extruded plastic age doesn’t have quite the same ring to it, the possibilities with these new technologies are still exciting.

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MELTING ICE BOARD GAME SHOWS KIDS EFFECTS OF GLOBAL WARMING

MELTING ICE BOARD GAME SHOWS KIDS EFFECTS OF GLOBAL WARMING To demonstrate the consequences of global warming, this board game literally melts. The aim of the game is to save a polar bear family by guiding them from melting ice to the safety of the mainland. The game teaches children about global warming in an engaging, easy-to-understand way. The game board for Meltdown is made out of sponge and the game blocks are made of ice. Before playing, the accompanying mold needs to be filled with water and placed in the freezer. When frozen, the blocks can be removed and arranged to form a small version of the Arctic. After the game begins, it is a race against time to guide the polar bears to safety across the slowly melting ice blocks. The blue sponge board, which represents the sea, usefully absorbs the ice when it melts. You can check out Meltdown in action in the video below: View Video

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Getting in Touch

Getting in touch email us your news & views

tap@momentumww.com

Sources: Springwise, Gizmodo, PSFK, Mashable, Dezeen, Youtube, makerbot, io9, Retail Gazette