Edplay SepOct 2018 by Fahy-Williams Publishing

For People Who Sell Toys

September/October 2018

Award-Winning Doodlet’s in Santa Fe

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Small Ball by Kevin Fahy

I only knew one of my grandparents, my mother’s mother. She was born in 1891, long before the first World Series was played, but had grown up in an era when baseball was clearly the national pastime. She loved the game, and it was something she and I had in common. We would watch a game on TV on Saturday afternoon, and sometimes she would even play “catch” with me in the yard. Back then it seemed as though everyone was interested in baseball. My friends and I were certainly no exception. When the weather was nice we almost always played outdoors, and more often than not it had something to do with baseball. If there were only two or three of us we would play catch, but whenever possible we would collect enough guys for a pickup game. The minimum number of players was six, which allowed for a pitcher, a first baseman and a roving outfielder (the team at bat would supply a catcher). It was a lot better with eight or 10, though I don’t think we ever reached the regulation number of 18. We never had, nor felt any need for an umpire. Another thing we never had was an adult. In all those years I don’t recall anyone’s parents ever showing up for any reason. We

made our own rules and enforced them. There was an occasional minor injury, but I don’t remember any fights. About the worst thing that ever happened was when Billy Hollahan hit a ball so far that it broke a windshield in the school parking lot. We never had a minority kid or a girl, either, in the small-town America of 60 years ago. We did have a wide diversity of economic background and athletic ability, and I can honestly say that we were indifferent to the former and never excluded anyone for the latter. Times have changed. About a year ago, The Sport and Fitness Industry Association published data on the decline of participation in team sports in America. According to the study, only 45 percent of kids were playing a sport regularly in 2008. By 2017, that number had dropped to 37 percent. I’m sure that some of the reasons for the long-term trend are the same culprits that have had so much effect on the toy business. Kids have the same number of hours they’ve always had, but some of those hours are now devoted to video games, Internet surfing, social media, texting, and 500 television channels. Then there’s the notion that childhood is shorter than it used (continued on page 7) September/October 2018 • • • • • edplay.com 3

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For People Who Sell Toys

September/October 2018 Volume 25, No. 5

Cover photo by Narrative Media

40 10 3

Wordplay

edplay Welcomes Seven New Advertisers

16 34 16

Small Ball by Kevin Fahy

Essentials 10 Happiness Lisa Young from Doodlet’s discusses her eclectic product assortment, and the ways her displays help shoppers discover more items to buy.

14 retailers recommend Fabulous Products

Looking SHARP

Here to inspire your holiday wrapping are some special samples from our readers.

The Motor is Running

Sandy Ruben counts down the popular toy themes of the moment – based on a survey of specialty toy retailers – including new additions to his top 10 lineup (anything cars, Harry Potter, and more).

Don’t Let Your To-Do List Mock You Here comes October – the get-everything-done month before the holiday rush. Retail consultant Phil Wrzesinski offers some tips and tricks for staying organized.

Relationship Building Author Paul Krasnow says today’s technology tools can enhance your trust-based relationships, but they cannot replace face time. Here’s how to find a happy medium between the two.

Endcap

Balancing Act – the story of Topple Rocks

28 new and true

The latest launches and perennial bestsellers

Industry News

For Your Business Information

Index of Advertisers

4 edplay.com • • • • • September/October 2018

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A EV · KEVAE G I N · K AZ RNINGA-MAZEAY A E N - B - M PL Y E LA Y LEAR· Q-BAIV L R L E EOPKS EARLYIENCE · ·QACT V I T O C EASCIENATE · AC · B OKS E E ES BO SC CREATAMES · R C GAM G

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A brand of Fahy-Williams Publishing Inc.

PUBLISHER J. Kevin Fahy kfahy@fwpi.com

EDITORIAL Tina Manzer, Director tmanzer@fwpi.com

ADVERTISING DIRECTOR Tim Braden tbraden@fwpi.com

ART Mark Stash Production Manager mstash@fwpi.com

ADVERTISING SALES Todd Crayton todd@fwpi.com Darlene Ryan Darlene@fwpi.com E-NEWLETTER & ONLINE ADVERTISING Rick Kauder rkauder@fwpi.com MARKETING DIRECTOR Amy Colburn amy@fwpi.com

Maia VanOrman Designer maia@fwpi.com Cody Brackett Designer cody@fwpi.com EDITORIAL OFFICES PO Box 1080, 171 Reed St Geneva, NY 14456 800-344-0559, 315-789-0458 FAX: 315-789-4263

RESERVE AN AD IN EDPLAY Issue Deadline Nov/Dec......................................... September 28 Jan/Feb 2019................................ November 21 Mar/Apr 2019..................................... February 1 May/June 2019 .......................................... April 5 July/Aug 2019 ............................................. June 7 Sept/Oct 2019.........................................August 2

Fahy-Williams also publishes Toy Times

the magazine of the American Specialty Toy Retailing Association

Educational Dealer

educationaldealermagazine.com

Life in the Finger Lakes lifeinthefingerlakes.com

Art Materials Retailer artmaterialsretailer.com

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ROBEX

for the Rochester Builders Exchange

Gradient

the magazine of the Association For Creative Industries craftandhobby.org

Welcomes Seven New Advertisers! Constructive Eating is for parents who want their picky eaters to shovel food in their mouths, literally. The Construction line – with a forklift fork, a front-loader spoon, and a bulldozer food pusher – has easy grip handles, and comes with a colorful coordinating plate. The Garden Fairy version offers a bite-sized hoe, rake and shovel set and a garden plot plate. See page 44. Crayola has been growing a portfolio of art tools, crafting activities, and creative toys since it first introduced a box of eight crayons in 1903. The company remains passionate about helping parents and educators raise creative children. See page 8. Crazy Trains from Horn Entertainment is a family board game for two to four players ages 7 and up. Each player takes their four-car train to New York City. The first to safely guide his or her train into the Big Apple wins. It’s not easy – a roll of Curly the Conductor’s die may take the train away from the final destination. See page 7. Rugged Pixlplay from Pixl Toys is a smartphone case that looks like a 35mm film camera. It was named #4 on the list of Best Kids Cameras this year by Ezvid Wiki. On the heels of its success, the company is introducing the 6 in 1 Smartphone Camera Lens Kit with three lenses (fisheye, wide-angle and macro), a tripod with grip, a bluetooth shutter remote and more for kids age 8 and older. See page 26. The Topple Rocks set of six 16-sided handmade wooden rocks is both a balancing act and an art project. They can be stacked countless ways to make gravity-defying sculptures. The new multiplayer Topple Rocks Challenge has players stacking as many rocks as they can before the time runs out. See pages 45, and 46. Dan Gilbert, the artist and designer who created Triazzle puzzles, is introducing an all-new line made in the USA from durable, recycled materials and printed with vegetable-based inks. Each puzzle’s triangle-shaped pieces beg the challenge – can you assemble them with all the pictures matching? See page 11. Voorco Designs is a pioneer in manufacturing classic personalized mini license plates – a kid-favorite souvenir. The family owned and operated business, launched in 1963, has recently been reenergized. When your customers discover their name on Voorco Designs’ license plates, they feel that it was created exclusively for them. See page 7.

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GREAT

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to be. Our culture exposes kids to adult pursuits and pastimes at a much young age than it did in 1960, and there is a natural appeal to anything that you’re not supposed to be doing. It’s hard for me to believe that kids can be too sophisticated to play, but sadly that may sometimes be the case. But there is another factor reducing participation in sports that is even more disturbing, and that would be money. The SFIA study found that children from low-income families are about half as likely to play team sports as those from households with income above $100,000. Money, in fact, is the single largest indicator of whether a child will play sports. Kids don’t play pickup games anymore. They play in leagues, and their goal in recent years has increasingly been to make it in onto the more selective “travel leagues.” These highly organized leagues are expensive. There are uniforms, equipment, transportation, officials, coaches, field rentals, insurance, trophies, and things we couldn’t have imagined 50 years ago, like videographers. More and more often, individual parents have the additional cost of private instruction as well. Part of the reason that affluent parents are willing to spend serious money on sports has to do with college. Most of them aren’t stupid, and they are well aware of the odds regarding a successful career for their children in professional sports, which are about the same as finding a polar bear in the swimming pool. There is a reasonable chance, however, that they could win a full

For Game Night! or partial scholarship to college, and given the dizzying rise in tuition, the investment could pay off quickly. Failing that, at least a solid performance in one or more sports is a credential that can help gain admittance to a better school. Even if college is taken out of the equation, children who play team sports have advantages over those who don’t. As a group, they are healthier, get better grades, socialize more easily and achieve more financial success. It’s hard for a confirmed capitalist like me to say this, but I think we need to find ways to level the playing field. In a nation which has been dividing more distinctly into haves and havenots, sports is supposed to be one of the things that belongs to all of us, and that helps bind us together. Especially baseball. In popular mythology, baseball was invented by Abner Doubleday in 1839, and first played in a cow pasture in Cooperstown, New York, now home to the Baseball Hall of Fame. Doubleday was a Union general during the Civil War. He fired the first shot in defense of Fort Sumter, played a significant role at Gettysburg, and went on to achieve a variety of things after the war. There is no evidence that he ever had anything to do with baseball, and in fact wasn’t named its father until 15 years after his death. The game has clear roots in Europe, particularly the English game of rounders, and the first historical reference to it dates back to 1791. The town of Pittsfield, Massachusetts, passed an ordinance that banned the playing of baseball within 80 yards of the town meeting house. (continued on page 8)

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(continued from page 7)

(Perhaps they had their own Billy Hollahan.) By the 1840s we know there were baseball clubs around New York City and Boston, and the first recorded game under semi-modern rules was played in Hoboken, New Jersey, on June 19, 1846. The Gotham Club beat the Knickerbockers, 23 to 1. The Civil War did a lot to popularize the game, standardize the rules and spread baseball throughout the country. At the end of the war there were 100 clubs. Two years later there were more than 400. From that day to this one, baseball has continued to be the most popular sport in America in terms of participation, with around 25 million people playing some form of it this past summer. Part of its beauty has always been its very American quality of accepting everyone, large and small, rich and poor. Several years ago, Major League Baseball created an initiative called “Play Ball” through which it works with more than 200 mayors across the U.S. to encourage kids to play baseball. Its message is that you don’t need uniforms, or umpires, or nine players on a side. All you need is a ball, a bat, some gloves and an open space. Nor do you have to build it for them to come. A vacant lot, or a cow pasture, will do.

You can e-mail Kevin at kfahy@fwpi.com.

8 edplay.com • • • • • September/October 2018

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Wikki_EdPlay_UNPLUG_Full_PRNT.pdf

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Happiness Essentials An interview with Lisa Young, owner of award-winning Doodlet’s in downtown Santa Fee

Story by Tina Manzer, photos by Wendy McEarhern from Parasol Productions

You are a merchant through and through … Yes. I have always thought of myself as a retail brat. My parents owned a large and eclectic specialty store in Texas called Arnold’s of Dallas. I started working there on Saturdays when I was in third grade, pricing merchandise in our warehouse. Over the years I worked my way up to the cash register and the sales floor. I became a buyer and merchandise manager when I graduated from college. When I was growing up, our family would occasionally travel to Santa Fe and I loved going into Doodlet’s. I found it a place of discovery filled with whimsy and joy. It was a tiny shop that was opened in 1955 by a very creative German immigrant woman and her 17 year-old daughter – her nickname was Doodlet. They made and sold Christmas trees and wreaths filled with miniature treasures. When Stanley Marcus discovered them, he brought them into his Dallas store, Neiman Marcus. Other products were also one-of-a-kind and handmade; purchased directly from Germany and other countries around the world. My dream was to own a shop like Doodlet’s. One day it occurred to me that instead of opening a store like it, perhaps I could one day take over Doodlet’s. After many years, a call from Doodlet, and a bit of synchronicity, it happened in June 2010.

How does today’s version compare to the original? The big differences between then and now are things like websites, social media, and systems to help manage transactions, inventory and buying. Today, with such a global market to choose from, products from everywhere are attainable by most any retailer. Stores have to differentiate to stand out. One way Doodlet’s does that is by supporting makers, sewers, recycle artists, candy makers, authors, miniaturists, and more from our area. More than 100 local people create products for us. Our customers are all ages, all sexes, all nationalities. In today’s culture, folks crave laughter and find joy in the unexpected. To wander through the shop and to be able to laugh out loud with abandon is something most people don’t get to experience too often, but it happens here. Doodlet’s tag line is “happiness essentials.” Please describe your mix. In addition to locally-made items, we have a Christmas section that is up year-round. We also sell toys – a category that’s about 30 percent of our business. Another 30 percent is home wares and folk art. The rest is cards, books, novelties, miniatures, apparel/jewelry/accessories and “seasonal.” The percentages vary depending on the day or time of year.

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“Please wander through the shoppe…” are the instructions on Doodlet’s website, doodlets.com. Illustrated with these photos plus folk-art motifs, the charming homepage offers just a sample of what shoppers will find inside the 64-year-old retail landmark. There is a lot packed into 1,500 square feet of selling space, and it turns constantly thanks to daily deliveries of new products. “Since 1955, the mix has always been eclectic,” says Lisa, who bought Doodlet’s eight years ago from its original owner. “The shoppe has always been filled to the brim.”

How many SKUs is that? Right now, we have about 15,000 SKUs and more than 50,000 units. What are your bestsellers? Hmmm … currently they’re Robot Flyers, Celebrity Prayer Candles (especially Tom Petty and Ruth Bader Ginsburg) and blind boxes from Clever Idiots. Perennial bestsellers include locally-made flour-sack tea towels, anything small like marbles, World’s Smallest anything, and pocket charms. Of course, everyone loves the flying, screaming monkeys! What are the advantages of such diversity? Perhaps that we don’t have all our eggs in one basket, that we are not dependent upon one particular category, and that we can shift our focus and dollars from one category to another with relative ease. September/October 2018 • • • • • edplay.com 11

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And the disadvantages? It comes with a unique set of difficulties. For instance, we use a POS system to keep track of our inventory and sales, but close to one-third of our products are too tiny to hold a price label with a barcode. They cannot be scanned at the register! We are told we receive more freight on a daily basis throughout the year than any other downtown Santa Fe merchant. What could become chaos needs to be organized and under control. Managing it and getting it all processed takes lots of people. There are 10 employees, including me. At the same time, we want our customers to have 100 percent of our focus when we are open – that’s seven days a week, 362 days a year! It requires a great deal of stamina and commitment. Whew! Finally, with the vast number and assortment of products, it is a challenge to stay knowledgeable about what has come in, what a book is about, or how something works.

Where do you look for new products? We pay attention to what our customers ask for. If we cannot find it, we search for ways to have it made. Trade magazines and tradeshows can be helpful. Scouring designer-maker sites for the unexpected is critical to having products shoppers cannot find just anywhere. Also, when I travel and there is a street festival, it is fun to discover unique items there. We are grateful that we receive unsolicited requests from individuals selling their wares – at least a dozen or so a month. How do you display everything? What fixtures do you use? We love antiques and using the unexpected to show off our products. For example, a local artist created a giant cake to display our vintagereproduction birthday candleholders. So fun! We change our displays ALL the time. We receive new merchandise every day! Change helps support our goal – to allow our customers to explore and discover what they were not looking for.

Unwrap Hours of

Festive Fun! Engaging holiday activities makes learning fun

WIPE CLEAN! Contact your sales rep or call (888) 724-1872 AD_vf.indd 12 WipeClean edplay.com • • • • •1 September/October 2018

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As practical and utilitarian as slat wall is, we have very little. Do you love your location? We are happily ensconced on a busy corner in an historic adobe building that was renovated 10 or so years ago. It’s around 1,800 square feet with 1,500 square feet of selling space. The rest is for offices, a break room, a receiving area, and the “orange runway” where products are staged before they “take off” to the sales floor. Santa Fe is an enchanting, historic city. It is our nation’s second-oldest city and the oldest state-capital city, founded in the early 1600s. What differentiates your storefront from the other shops there? It is a welcoming gathering place with a small patio that features colorful folkloric chairs and benches for folks to sit, meet, and just hang. Our four large windows are changed out multiple times during the year. A current favorite is a camping scene with pixies roasting marshmallows near a colorful,

floral, makeshift tent. There is campfire bingo there, and miniature Danish mice sleeping in a tiny “real” tent. A furry fox and other puppets sit under the stars. This summer, folks from near and far voted us “Best Gift Store,” Best Children’s Store,” AND “Best Downtown Business” in the annual “Best of Santa Fe” competition! How important is the internet to your success? We have a presence on Facebook and Instagram. One of our savvy young employees handles our posts and photos, and also produces and mails a monthly e-newsletter. After 62 years, we finally created our website – which is mostly eye candy. What do you like best about your job? Our staff and our customers! Our employees are the best of the best, with a customer-comes-first mentality and a ton of the fun factor swirled in. And our customers, well – they’re thrilled to be in Santa Fe and happy, happy, happy to discover and experience Doodlet’s!

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retailers recommend

Fabulous Products 4 fabercastell.com

3 moosetoys.com

1 julie@igottagowith.com.

2 wireless.express by Tina Manzer

Lori Bergelin from Frankenmuth Toy Company in Frankenmuth, Michigan “I ordered I Gotta Go With … (1) from a brand new company I saw at ASTRA’s Marketplace in June. It’s a pop-culture trivia game with questions that are so open-ended that anyone from any generation can answer them. They sold out in one month!” Christine Osborne from Wonder Works toy stores in Charleston, South Carolina “We recommend Sing Along Bling (2) by Wireless Express. It was a sellout last year, and this year it’s better than ever with disco LED lights that

dance along with the music. The wireless microphone and Bluetooth speaker are covered in crystal bling. It connects to all smartphones and tablets. “Scruff-a-Luvs (3) by Moose Toys offer a fun take on the unboxing trend – this time with plush. Kids can rescue and wash a bunny, kitty, or puppy and then dry, groom, and love them. It’s a nurturing play experience. “There are more Mini-Sequin Pets (4) from Faber-Castell! In addition to Happy the Hedgehog, there’s now Norbet the Narwhal, Dazzle the Dinosaur, Hope the Hippopotamus, Sprinkles the Unicorn and Twinkles the Elephant. They offer a unique sensory experience thanks to their

14 edplay.com • • • • • September/October 2018

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5 californiacreations.net

(Talk to your local candy distributor about availability.)

learningresources.com

7 squishmallows.com

weighted bodies and flip-sequin backs. Their small plush size makes them portable and collectible. “Cosmos StarCube (5) by California Creations is our number-one-selling fidget puzzle. It’s a new twist on the concept of the Rubik’s Cube. Eight little squares make up one larger cube. Flip to open and a 12-pointed star appears. Flip again, and you’re back to a cube. “Botley (6), a robot from Learning Resources, helps children as young as 5 years old build STEM skills while they play. It’s ready to go right out of the box to teach kids to code. Thanks to advanced features, it grows with the children who use it.

“Squishmallows (7) by KellyToy are some of the softest, squishiest plush we’ve ever had. They are really trending right now, especially with tweens and teens. There are many sizes and styles to collect.” Chris Tini from Sweet Be’s in St. Louis, Missouri “Retro candy – candy buttons (8), for instance, and lollipops – always sell well, especially to parents and grandparents who want today’s children to experience the treats they had as kids. Our candy/gift/toy store is located close to a school. Kids who stop in on their way home with their own money like the novelty candy, especially LEGO blocks, Soda Can Fizz (9)” September/October 2018 • • • • • edplay.com 15

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Some folks prefer to wrap their own gifts. They should visit Doodlet’s in Santa Fe, which offers a magical variety of paper, ribbon and other gift decorations (see the story on page 10).

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– “We wrap presents for our customers, for free, every day, all year. If we have time we’ll flip a ribbon on it and secure it with our sticker. If we really have time, we’ll curl the ribbon. During the holidays, we don’t put our sticker on a package – that’s the way our customers prefer it – the gifts they’re giving come from Santa ™ & © era aicidni detaler dna seClaus.” man ,sretcarahc RETTOP YRRAH

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Entertainment Inc. Publishing Rights © JKR. (s18) WIZARDING WORLD trademark and logo © & ™ Warner Bros. Warner Bros. Entertainment Inc. WB SHIELD: © & ™ WBEI. HARRY POTTER characters, names and related indicia are © & ™

with permission. ©1981. 2018 Hasbro. All Rights Reserved. game tokesn, and scoring wedges are trademarks of Hasbro and are used the assoicated logo, the distinctive design of the game board, trivia cards, CLUE is a trademark of Hasbro and used with permission.TRIVIAL PURSUIT,

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A Magical Game of Chase and Chance Several of Newt Scamander’s magical beasts have escaped and are running loose in New York City. Players take on the role of Newt, Tina, Jacob and Queenie on an exciting adventure as they try to return all the beasts to Newt’s suitcase before they draw the attention of the non-magical community.

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EULC sa eht EeU mLaC g sahteihwt EeU mLaC g sahteihwt emag htiw

CLUE is a trademark of Hasbro and used with permission.TRIVIAL PURSUIT, the assoicated logo, the distinctive design of the game board, trivia cards, game tokesn, and scoring wedges are trademarks of Hasbro and are used with permission. ©1981. 2018 Hasbro. All Rights Reserved.

EPY_05_SeptOct_2018.indd 17

HARRY POTTER characters, names and related indicia are © & ™ Warner Bros. Entertainment Inc. WB SHIELD: © & ™ WBEI. WIZARDING WORLD trademark and logo © & ™ Warner Bros. Entertainment Inc. Publishing Rights © JKR. (s18)

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ylo ym lo ym lo

Kullernu from HABA USA

The Motor is

Running by Sandy Ruben

he new theme that sped into the top 10 this time caught me by surprise: cars. I asked retailers to explain what was behind their sudden surge, along with what, specifically, was selling. Here’s what I heard. “It seems like every boy wants something car right now,” says Emily Daniel of Hollipops in Simpsonville, South Carolina. “I am selling Modarri well, and also Learning Resources’ Drill and Play products, most of which are cars. Mindscope’s Turbo Twisters and die-cast are selling like crazy, too.” Wes Dunlap at Timeless Toys in Harrisonburg, Virginia, says, “Schylling die-cast cars are a huge item for me. I have a large stock of different styles – cars, trucks, food trucks, mail trucks, etc. – and all of them are very popular.” Many of the sales of car items are to kids ages 2-1/2 to 5. Melanie Clark of Big City Toys in Mobile, Alabama, carries Hot Wheels; Haba’s Kullerbu sets with adaptable and expandable tracks, Janod’s solid wood Multi-cars Truck, which carries three smaller cars and can be pulled along by a

Counting Down the Hits 1) Unicorns

6) Avacados

2) Llamas

7) Narwhals

3) Dinosaurs

8) Toilet related

4) Sloths

9) Retro video gaming

5) Harry Potter

10) A Tie - Cars and “spa-related”

string; and Tegu’s car sets. “All of them do really well for us,” she told me. It’s déjà vu all over again with retro video gaming, another brand-new theme in our top 10. The handheld Throwback Video Game from Westminster features more than 100 retro games and has been doing quite well. Just squeezing in to tie with cars for 10th place, is “spa-related.” We have watched this theme grow rather rapidly, and feel it may make it to the top five soon. Items such as Creativity for Kids’ Day at the Spa Deluxe Gift Set and Make it Real’s Glitter Dream Nail Spa have both been very popular. I don’t rep it, but I have spotted the Do It Yourself Signature Spa Set from Horizon Group USA in many stores. As spa items have increased in popularity, anything fairy, princess and even mermaid have steadily decreased. For the first time since I started creating this list, none of them made the top 10. One possible replacement may be rainbows. The rainbow theme had a strong showing in our last survey and is rising quickly. Candy is doing the same. We expect one or both of them to crack our top 10 in the next survey. Animal themes remain steady. The big three in this category are llamas, sloths, and narwhals. Hedgehogs, as you probably know, are done. Animals to watch include pandas and flamingos. Harry Potter as a theme not only cracked our top-10 list for the first time, it landed at number five. We changed our theme from T-Rex (10th last time)

CMY

(continued on page 20)

18 edplay.com • • • • • September/October 2018

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US_edPlay_ag28.pdf US_edPlay_ag28.pdf1

CMY

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Lions and Tigers and Bears, Oh My! s 6 to Adu

10 M

t e P l a yi n g e Tim

o 5 P l ay er

Fo r

(continued from page 18)

™

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Modarri cars from Thoughtfull Toys use a mix-and-match building system.

to dinosaurs and it came in third overall. Both Schleich and Papo have amazing dinosaurs with articulated jaws. Can you believe our number one has been the favorite for 10 straight months?

Special thanks to the retailers who participated in this survey. Melanie Clark, Big City Toys • Wes Dunlap, Timeless Toys • Emily Daniels, Hollipops • Cindy O’Hara, Learning Express Alpharetta • Stephanie Sala, 5 Little Monkeys • Sarah Evers, Dancing Bear Toys • Jenna Wyatt, Totally Thomas • Molly Fitzpatrick, Learning Express Ann Arbor • Rick Derr, Learning Express Lake Zurich • Kai Rady, Shenanigan’s • Christine Osborne, Wonder Works • Todd Anderson, Hub Hobby Center • Sherry Stone, Toys and Co. • Ann Kienzle, *Play • Kate Tanner, Kid Stop Toys • Nick Tarzia, Stanford Toys and Books

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Sandy Ruben is the owner of Sandy Ruben and Associates, a rep group in the Southeast. If you, or someone you know, would like to participate in his bi-monthly survey, email sandyrubeninfo@gmail.com, or call 843-696-4464.

20 edplay.com • • • • • September/October 2018

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Don’t Let Your To-Do List

MOCK YOU You by Phil Wrzesinski

y first child was born in late September. In the toy industry, we call that “bad timing.” Although the busy season in terms of sales doesn’t hit until November, the busy season for toy store owners and managers kicks into high gear the day after Labor Day. We have promotional events to plan, advertising campaigns to design, hiring and training of seasonal staff, and finalizing the big holiday orders. The To-Do List grew faster in October than I could cross things off. I found that my Octobers were infinitely busier and more worrisome than my Decembers. By December the ordering was done, the hiring was done, and the ad campaign was in full swing. All I had to do then was sell and restock the shelves. I also found that the better organized I was in October, the more fun I had in December. I liked selling toys, restocking shelves, oh, and counting the money. A better-planned October always led to a smoother December. Unfortunately, the first few Octobers I was at the helm, I let the To-Do List control me instead of me controlling it. It mocked me with its never-ending set of tasks. Putting out fires, doing daily chores, answering phone calls from salespeople, and handling requests to “talk to the manager” always interrupted the To-Do List until I had more to do than time to do it.

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In 1998 I had no choice but to find a better way to stay organized and accomplish my tasks. Over the years I refined these approaches and still use these techniques today. Show up early I know you already work too many hours. Plus, as the owner you’re never “not working.” But when you choose to work is almost as critical as what you choose to work on. When my sons started going to middle school, I was dropping them off at 7:15 a.m. and then heading straight to work. The store didn’t open until 9:30 a.m. I was able to get two solid hours of uninterrupted work done every morning. That two hours not only gave me a solid block to work on larger tasks, it also started my day off with a boost of confidence as I often was able to cross something off my list. If you have the ability to go into work early (or simply get up early if you can work from home), those quiet hours can be incredibly productive for heavy reading, writing, and creative tasks. Set aside blocks of time Even if your home life doesn’t allow you those early mornings when the phone is quiet, you need big blocks of time when you can work without (continued on page 24)

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(continued from page 22)

So instead of making a To-Do List, reverseengineer the tasks by starting at the end and setting deadlines for each step. For instance, if you need to hire and train seasonal staff, your list might look like this. November 15 – All Seasonal Staff Hired and in Training November 14 – Training Manuals Updated November 10 – All Seasonal Staff Job Offers Given November 9 – All Background Checks Completed

interruption. Whether that happens in the store or not, you need to set aside that time and protect it carefully. Make sure your staff knows you will be unavailable. Make sure your phone is turned off – even your cell phone. Make sure you have everything you need to work on the task at hand before your block of time begins. Your block needs to be at least two hours long, but no more than four. After four hours your productivity will go down. As you put together your To-Do List, have two lists – one of small tasks to do as you have time, and one that lists larger tasks that you’ll work on specifically in those blocks. Because I worked most Saturdays, I took Thursday as my “day off.” The question each Thursday, however, was not will Phil show up on his day off, but when will Phil show up? I would usually put a couple hours into a big project and then head home. The staff would simply say to those who called or asked for me, “Sorry, it is Phil’s day off.” Make a deadline list Parkinson’s Law states that the amount of work to do will expand to fit the time available. In other words, the more time you have the more work you have to do. But procrastination teaches us that the amount of work done is inversely proportional to the amount of time left to do it. In other words, if it wasn’t for the last minute, nothing would ever get done. When you’re up against a deadline, there is some amazing power there for staying focused and getting things accomplished. I found I did some of my best work under the gun. Some people thrive, others wilt under the pressure. But even those who wilt at the last second often find the resources to get the work done on time when given a reasonable deadline. 24 edplay.com • • • • • September/October 2018

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November 6 – All Interviews Completed October 25 – Hiring Ads Written and Placed October 21 – Seasonal Staff Job Description Updated

Now rewrite that list in chronological order with deadlines. It will give you a much better To-Do List because it reminds you when certain things need to get done and helps you stay focused on where to put your energies next. You can even break down larger tasks into smaller deadlines. For instance, if your training manual needs a major overhaul, break that task down into three smaller tasks with deadlines for each one. Delegate, delegate, delegate You don’t have to do everything on your list. You just think you do. I have made all the same excuses you have: “I can do it faster than anyone else,” “It will take me longer to explain it than to do it myself,” “No one will do it as well as I will,” and “That isn’t in their job description.” They are merely excuses, and they are holding you back. Your staff has a capacity far greater than you might imagine. You just haven’t given them the time to show you all they can do. The first step in delegation is to give them the skills, knowledge, and authority to handle all of the “I need to speak to a manager,” moments. Teach them how to handle unhappy customers. Teach them how to deal with returns, refunds, and exchanges. Teach them how to take in and handle requests for donations. Teach them how to schedule sales people who cold-call. That step alone will free up more time for you to handle your To-Do List. You have people on your team who want more to do, who want more responsibility. Part of your strength as a manager is how well you help them learn to do more. The benefits to delegating go far beyond your ability to cross things off your To-Do List. (continued on page 26)

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(continued from page 24)

Daniel H. Pink, in his book Drive: The Surprising Truth About What Motivates Us, shows how Purpose and Mastery are two traits that motivate employees to intrinsically do better on the job. When you give someone more responsibility and push them to learn new skills to handle those responsibilities, it increases their internal motivation (Mastery). When you give someone a chance to be part of the bigger picture, to do something that is greater than just answering phones and ringing up customers, you give them a greater sense of Purpose. In 1998, I was in my third year at the helm of the advertising and also in charge of hiring/ training our 10 to 12 seasonal employees. The sleepless nights from having a new baby made that October a true learning experience for me. I had no choice but to get organized and find a better, less-stressful way to get through my To-Do List. The organization paid off. That Christmas turned out to be busiest in our first 49 years of business, and one of my favorite Decembers ever! Get control of your To-Do List and it will pay off in the long run. You have the tools now to do that.

6-in-1 Smartphone Camera Lens Kit

As the former owner of Toy House and Baby Too in Jackson, Michigan, Philip C. Wrzesinski understands the challenges faced by independent merchants. Today, the speaker, author, and retail educator uses the lessons he’s learned in a lifetime of retail to help others find their success. You can learn more about Phil at PhilsForum.com.

26 edplay.com • • • • • September/October 2018

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A Classic Swing

AdventurePARKS.com

A Classic S wAi n g Classic Swing EPY_05_SeptOct_2018.indd 27

9/7/18 7:45 AM

New True

Enjoy endless aviation fun with HABA’s robust Styrofoam Terra Kids Maxi Hand Glider. Simply hold the shaft between thumb and pointer, take a running start and watch its elegant flight – it has outstanding aerodynamics! The package is a newly redesigned four-color box. habausa.com

Fall in love with the fun that Constructive Eating brings to the table. Our products encourage kids to eat independently and develop fine motor skills. Textured grips make it easy for little hands to hold. Made in the USA with high quality materials. They are dishwasher and microwave safe. 734-418-3241, constructiveeating.com

The 6 in 1 Smartphone Camera Lens Kit is the latest product from Pixl Toys. Kids age 8 and up will have fun taking photos with the fisheye lens, making movies with the smartphone grip, and making stop-motion animations with the tripod and Bluetooth remote. pixltoys.com

Clockwork Dreams from The Lazy Dog & Co. is a new line of whimsical toys that feature moving cams, gears, and ratchets. Designed by artists, they have an intricate toy top and exposed mechanisms in the base. Once assembled, turn the crank to make the models come to life! 201-771-0039, info@thelazydog.co

All aboard for family fun! Crazy Trains from Horn Entertainment brings new competitive boardgame components into the realm of nostalgic railroad culture. A combination of quality construction, train-themed game pieces, and specialty dice with compelling colors and graphics makes this race-and chase-style board game fast-paced and thrilling. Great for game night. 704-380-0590 info@crazytrainsgame.com crazytrainsgame.com

28 edplay.com • • • • • September/October 2018

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The new Magformers 44-piece Sky Track Play Set features a shuttle and multiple track accessories to create loops, ups and downs, and twists and turns. Each shape contains magnets that never reject. You’ll always hear the “click.” After playtime, use the magnetic power to stack and store the pieces. (Compatible with all Magformers shapes and accessories.) info@magformers.com, magformers.com

All parents plays hide and seek with their toddlers, right? With Elmo’s World Hide and Seek from Identity Games, Elmo says, “Can you find me?” and many more sentences. Just switch on the button and hide the figurine. Sesame Street celebrates its 50th anniversary in 2019 – an opportunity for every retailer! 877-346-3482, identitygames.com

The Floor is Lava from Endless Games is a great new action game that gets kids ages 5-105 up and moving! Spin for the safe color, and use the foam “stepping stone” playing pieces to stay out of the lava. Twentyseven physical challenge cards add to the action. endlessgames.com

Kettler’s new bouncing Kody Dog helps support body movement and develops balance and coordination. Available in Orange and Purple, Kody is the pup children love with big puppy-dog eyes and hearts for paw prints. He’s made in Italy, and was designed to exceed the highest standards of quality and safety. kettlerusa.com

The SpecDrum from MukikiM is the latest addition to the Rock and Roll It category of electronic keyboard and drums. The colored SpecDrum palette features five drums and four cymbals with hi-hat and bass pedals, drum sticks and headphones. Drum by color using the color-coded rhythm book, included. mukikim.com, info@mukikim.com

September/October 2018 • • • • • edplay.com 29

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New True Crafted in the USA, ToppleRocks Challenge is designed for multiplayer fun. It’s easy to learn, fun to play, and a challenge to win. Each player takes turns stacking as many ToppleRocks before time runs out. The highest score after five rounds wins. 985-900-2424 topplerocks.com

The Time Timer MOD is a family favorite in a modern style! As time expires, the red disk disappears. The timer is protected by a removable silicone cover. It’s recognized by Able Play – a rating system focused on the developmental of physical, sensory, communicative, cognitive, and social/ emotional abilities of children. 877- 771-8463, timetimer.com

TeamUP! From Toysmith is a collaborative pallet-packing tabletop game by Helvetiq! The goal is to stack the boxes on the pallet as compactly as possible. The more full layers you stack, the more points you win! For one to seven players ages 7 and up. toysmith.com

The Air Pogo from Adventure Parks is “The Most Awarded Swing Ever!” With a 2-1/2 foot bounce, it swings, twists, twirls, flies, floats, jumps, and springs above the rest! adventureparks.com

EPY_05_SeptOct_2018.indd 30

Triazzle Brain Teasers are the award-winning and deceptively challenging matching puzzles from renowned artist and designer Dan Gilbert. The beautifully illustrated puzzles challenge players of all ages to assemble the 16 triangles with all pictures matching. Over 5 million sold since 1991! triazzle.com

9/7/18 7:46 AM

Selma’s Dolls and storybook teach friendship, understanding, and the beauty of diversity through play. Annie’s blue and yellow butterfly-print dress creates awareness for people with Down syndrome. Lola wears a Mexican-inspired print, and Ameena wears green, a significant color in the Islam religion. For children ages 2 and up. selmasdolls.com

The Money Savvy Pig is a bank for the 21st century. The unique four-chamber design helps kids understand they have four choices for their money – save, spend, donate and invest. They have fun setting and reaching their goals. moneysavvy.com

With the fast-paced Pass the Pup game from Playmonster, players press the pup’s belly to start the music and then pass the puppy around. When the music stops, the player with the pup takes a card and acts like the dog it features – growling, fetching, and more! For two or more players ages 3 and up. 800-524-4263 orders@playmonster.com

Kids can make their very own slime at home with the Create Your own Slime Kit from The Toy Network. It includes everything they need to make slime after slime. They can even customize their slime any way they like, and then play with it and save it for later! thetoynetwork.com

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Panic Island from Blue Orange Games is a chaotic cooperative race that combines memory and luck. Players work together to rescue inhabitants by remembering the locations of the cards in a grid while trying to avoid action cards that delay them. Comes with a two-minute hourglass and a soundtrack for added fun. blueorangegames.com

9/7/18 7:46 AM

New True Continuing the family tradition since 1963, Voorco Designs provides mini personalized license plates to retailers worldwide. This classic gift delivers high profits, and is sure to satisfy customers with superior quality. Display racks require less than 2 square feet, while the colorful display header attracts customers to these ever-popular souvenirs. voorcodesigns.com

Fractiles Large Edition includes little diamondshaped magnetic tiles that help kids build STEM skills as they create seven-fold snowflakes, starbursts, spirals, butterflies, and more. fractiles.com

The Bubble Tricks Starter Kit from Uncle Bubble is a skill-based bubble game that teaches kids how to make bubble sculptures. It comes with a step-by-step instruction booklet. Players can make a caterpillar, a beehive and even a bubble cube! unclebubble.us

Learn to play the ukulele! Known for high-quality and value, Kala’s Makala Shark uke is the best way to learn. (Pictured in Mako Blue; also available in seven other fun aquatic colors). Each of our ukes comes with free online lessons and our free app – with more than 1,700 songs and a built-in tuner. kalabrand.com

Play Disney’s Snow White and the Seven Dwarfs Gemstone Mining Game and push your luck as you collect valuable gems from the mine and earn bonus points by discovering gem combinations from Snow White objectives. For ages 8 and up, 3 to 7 players. usaopoly.com

32 edplay.com • • • • • September/October 2018

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What once was an owl’s feast is now a child’s world of discovery! The Owl’s Puke kit from Tedco Toys features two sanitized pellets, a magnifying glass, a wood dissection stick and an informational dissection mat with bone-sorting chart. 800-654-6357 sales @tedcotoys.com

Several of Newt Scamander’s magical beasts have escaped and are running loose in New York City. Players of Fantastic Beasts Perilous Pursuit take on the role of Newt, Tina, Jacob and Queenie on an exciting adventure as they try to return all the beasts to Newt’s suitcase before they draw the attention of the non-magical community. For ages 8 and up, 2 to 4 players. usaopoly.com

Pencil Nose from Fat Brain Toy Co. lets players use their nose to sketch. Players hope their teammates can correctly guess what they’re drawing. Can you draw a trout with your snout? fatbraintoyco.com

The Noochie Golf set contains four track pieces (a green, obstacle, dogleg and fairway), one putter and two Noochie Golf game balls. Child centered, imagination driven, and quality assured, the set lets children design their own mini golf set. Made of durable plastic parts, it is engineered to withstand the high demands of active use. noochiegolf.com

The 865-piece Camelot 3D puzzle from Wrebbit is a must-have for fans of the medieval era. Part of Wrebbit’s new 3-D Castles and Cathedrals Collection, Camelot’s assembled dimensions are 16.5 inches long by 12.75 inches wide by 13.75 inches high. The unique foam backing technology provides snug fitting pieces and a sturdy design. 855-787-8842, wrebbit3d.com

September/October 2018 • • • • • edplay.com 33

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Relationship Building

“

Don’t Forget the Basics

Today’s technology tools can enhance your trust-based relationships with vendors and customers, but it’s no substitute for face time. Here are some tips to help you use high tech in a smart and meaningful way.

”

by Tina Manzer

echnology can’t do everything. We rely on it so much, though, that sometimes we forget that. Yes – customers, vendors and other people we do business with expect to connect with us in high-tech ways, but they also crave the deep and meaningful connections that can only come from faceto-face – or at least voice-to-voice – connections. “Too little tech and you’ll seem out of touch. Too much and you’ll lose the personal touch that keeps customers loyal and engaged,” says Paul Krasnow, author of The Success Code: A Guide for Achieving Your Personal Best in Business and Life. “As you try to find the right balance, remember this: relationships are built on emotions and trust. Use technology only in a way that maintains, enhances, and propels those relationships to the next level. “Human needs haven’t changed,” he adds. “Relationships mattered in the days of pencil, paper, and snail mail, and they still matter in the days of Instagram and Skype.” Here are a few of his tips for using tech.

Face-to-face is best Nothing can replace the effectiveness of a faceto-face encounter, even if it’s by Skype. Meaningful phone conversations can be great, too. It’s fine to use less powerful tech solutions like email, texting, and e-blasts to stay in close contact with your customers and vendors, but they should only be supplemental. Ideally, “in person” interactions are best for relationship building, especially with your best customers and vendors, but they can’t always happen. Have you tried video-conferencing? It’s a way for you to read body language and facial expressions, which is crucial for building trust and establishing positive and productive relationships.

Pick up the phone regularly Not all people like telephones. Conversations can be long and meandering, and we’re all busy. But in terms of relationship building (not to mention problem solving), there is no substitute for the give and take that happens voice-to-voice. Schedule actual phone conversations with customers and vendors to catch up and find out how they are doing. Keep that human connection alive! Note how customers and vendors communicate Some people prefer a phone conversation. Others prefer a text, or an in-person meeting. Whatever it is, make a note of it and honor their preferred style while maintaining your own dedication to person-to-person contact. It shows them you care about and respect their preferences. Match the medium to the message If you want to distinguish yourself, or have something very important to say, write a letter! This works well if you’re trying to book an appointment with a busy person, for instance, figure out something complex, or discuss a potentially sensitive issue. If you only want to confirm a small piece of information and you’ve recently spoken the person, feel free to use email. Let your instinct be your guide. Be thoughtful and deliberate with social media Your competitors are taking advantage of social media platforms and so should you. Just make sure your online presence is well planned and executed. Your Facebook, LinkedIn, and Instagram posts

34 edplay.com • • • • • September/October 2018

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NEW should meaningfully connect back to your brand and mission, and provide value to your customers and other readers. Don’t bombard your followers with inane content – it negates your credibility. Post less and make sure your content is good.

“If you harness the power of technology correctly, it can do wonderful things for your business,” concludes Krasnow. “Just remember that it is only one tool in your toolbox. Don’t let it overshadow your mission to keep trust-based relationships at the center of everything you do.”

Speaker and author Paul Krasnow suffered the devastating bankruptcy of a line of clothing stores he owned, but he went on to join Northwestern Mutual. There, he created a strong network of clients; many of whom have become lifelong friends. For more information, visit paulgkrasnow.com.

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Reach out with email Trusting relationships thrive on frequent contact. To solidify your connection to your customers, especially when you haven’t talked to them in a while, use email to send them links to articles about play, children’s development stages, your role in local special events, and more. It’s a gesture that shows you are thinking about them … as long as there’s balance. Don’t bombard your customers with superficial links and articles. It can weaken the value of your contact with them, and undermine your relationship.

based on these beloved characters!

Keep your website young and agile Is your website in alignment with your business image and mission? Make sure it’s as professional as your own personal appearance when you meet a customer or vendor for the first time. Successful companies use streamlined, up-to-date websites with modern fonts, colors, and layouts. If it’s been a while since you’ve changed your design, your website is long overdue for a tune-up and a facelift.

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industry news Howard Beige, the executive vice president of Rubie’s Costume Company, received a lifetime achievement award this summer from Disney at the licensor’s annual retail showcase at Kings Place in London. Rubie’s, a family owned and operated business for 67 years, is the world’s largest manufacturer of Halloween costumes and accessories. It specializes in masks, wigs, décor, theatrical makeup, and accessories for the whole family, even pets. It has worked closely with Disney for many years; its offerings include

the entire Disney and Marvel portfolio, as well as Lucasfilm. The 60-plus-year-old company was founded in Queens, New York, by Howie’s parents Tillie and Rubin, aka “Rubie.” It was originally a candy store. Today, the company is owned by Howie and his older brother and sister. His sons David and Michael have also joined the business. “At Disney we don’t always give out a lifetime achievement award because when we do, we take it very seriously,” said Simon Phillips, the company’s

executive vice president and general manager, consumer products. “This individual always produces the very best product for us. Every franchise that we produce, his company produces. And they produce it with a smile on their faces and bring smiles to the faces of people around the world every day. Especially on Halloween!” Disney’s Retail Showcase gave licensees, retailers and other industry experts a preview of what’s in store across the entire Disney brand portfolio. The awards ceremony followed.

Products from any country and company are eligible for a new awards program called Seriously STEM, from partners Child’s Play Communications and STEM.org. The deadline for submission is September 15, 2018. The program is designed to review and evaluate STEM toys for kids. Winners will be chosen by independent judges – educators, industry play experts

and toy reviewers – who have real expertise in children and STEM. “Not every toy genuinely teaches STEM skills,” said Child’s Play Communications President Stephanie Azzarone. “Our goal is to offer valuable information to all those parents who understand the benefits of learning STEM but who need help making the right choices for their child.” Manufacturers may submit products for review within the four subject categories, and within

specific age groups, ranging from toddler to teen. Criteria for selection will be established by the panel of judges. A percentage of Seriously STEM proceeds will be donated to the National Pediatric Cancer Foundation. Winners will be announced November 1 at the third annual Kids’ & Family Tech Expo in New York City and heavily marketed throughout the holiday shopping season. For more information, contact childsplay@childsplaypr.com.

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Creativity for Kids’ Hide & Seek Rock Painting Kit from FaberCastell USA won this year’s Best Toy Award in the Arts and Craft Category at Learning Express Toys’ Annual Convention in Kingsport, Tennessee. Faber-Castell has won this award for two consecutive years. The Hide & Seek Rock Painting Kit was developed as a way to spread positivity and kindness. It includes rocks, water-resistant paint and transfer designs. Learning Express Toys is a franchisor of educational toy stores with more than 100 locations across the country. Each one is locally owned and operated.

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In partnership with Good360, a new program from ASTRA called Toys for Joy will provide toys to children in need this holiday season. Good 360 is a highly respected global leader in product philanthropy that sources and distributes donated goods. The toys it collected from ASTRA manufacturers in August will be disseminated to fully vetted charitable organizations serving disadvantaged children. Many of these organizations previously received toys from the now-defunct Toys “R” Us donation program, also in partnership with Good360. “The toy industry is experiencing some change and disruption, but ASTRA believes this should not impact children’s access to the magic of play,” said Kimberly Mosley, ASTRA president. September/October 2018 • • • • • edplay.com 37

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industry news The Toy Association’s Fall Toy Preview will be held October 2 through 4 in Dallas. The association reports that by July 24, there was a 23-percent increase in registered retailers compared to the same time last year. Notably, 42 percent of this year’s registered retailers did not attend the 2017 event, and companies are sending more individual buyers to Dallas. The number of retail representatives is tracking 63-percent higher than this time last year. “We are expecting a diverse array of large and

small retailers looking to grab market share of toy sales lost by the closure of traditional toy outlets,” said Tim Knock, director of audience relations at The Toy Association. “At Fall Toy Preview they will find a comprehensive gathering of brands with ready-to-preview 2019 lines.” Event organizers estimate that approximately 300 retail outlets will attend the show, an increase of 65 percent over last year. Among them are Amazon, Army & Air Force Exchange Service, Barnes & Noble, BJ’s Wholesale, Burlington Stores, Canadian Tire, Cinemark, Family Dollar, GameStop, Hallmark, Hobby Lobby, Hot Topic, J.C. Penney, Macy’s, Michaels Stores, Office Depot, Party City, Ross Stores, Spencer’s, Staples, Target, TJ Maxx/ Marshalls/Home Goods, Tuesday Morning, and Walmart. More than 300 companies will exhibit.

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Another event from The Toy Association, the third annual Play Fair, hosted by The Toy Association and Left Field Media, made its debut in Portland, Oregon, September 7 through 9. The public celebration of play and entertainment for all ages was held alongside the Rose City Comic Con. More than 10,000 families were expected to attend the action-packed weekend of play in 30,000-plus square feet of space. “Inspired by last year’s success, we are thrilled to be bringing Play Fair to a new city and reaching new families,” said Kelly Comboni, president of LeftField Media, co-host of the event. “The co-location with Rose City Comic Con is a natural fit for Play Fair PDX as it has organically become a family-friendly event.” LeftField Media is an events company whose portfolio includes, Washington DC’s Comic Con, called Awesome Com; Crunchyroll Expo, which focuses on Japanese animation and pop culture; the Rose City Comic Con; and The Classic Auto Show in Los Angeles.

In July, Great Rock Capital, an asset-focused commercial finance company specializing in middle market lending, announced the close of a $12 million senior secured credit facility to Imperial Toy. The new capital will provide Imperial Toy the financial flexibility needed to increase business production and position the firm for accelerated growth. With locations in Hong Kong, San Diego, Mexico and Mississippi, Imperial Toy distributes products to more than 75 countries. The company is known for the brands Super Miracle Bubble Blitz, Splat X, KAOS, and Lumination; and their sub brands that include Googly, Fuzzbies, LumLums and Buddy-L. “Imperial continues to grow with award-winning proprietary brands, innovative products, and nationally and internationally-known licenses,” said Great Rock CEO Stuart Armstrong. “CEO Peter Tiger has been a dedicated leader at Imperial for over 20 years and we are pleased to be their financing partner.”

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for your business information Some Pop-ups are “Instagram Playgrounds for the Hashtag Obsessed”

Photo courtesy of The Egg House

Interactive pop-up exhibits in New York, Los Angeles, Chicago and other major cities are charging people $18 to $45 to capture their experiences and share them on social media, reports NBC News. They differ from art exhibits in that there’s no velvet rope separating the viewer from the experience. “A sunflower garden, a caviar pool and a psychedelic laundromat are among the many Instagramready experiences that have taken over vacant studio spaces and abandoned buildings across the country,” writes reporter Mona Nair. One of them, The Egg House,

revolves around an egg named Ellis who was brought to New York to attract people and take them on a journey through “his Big Apple dreams.” The Egg House is now in Shanghai, where it is attracting more than 16,330 Instagram followers. “It’s meant to feel like a dreamscape; a little oasis away from the chaos of the city,” onsite brand manager Michelle Price told NBC. The visual appeal of these photo-op pop-ups attracts visitors, and then thanks to specific lighting techniques and color combinations, helps them look their best for the camera. “Millennials’ favorite colors are pink and yellow,” Chloe Vheo, a representative for The Egg House, told NBC. “It really grabs the attention of social media and really stands out when people have such short attention spans.” Another New York pop-up, Happy-Go-Lucky that closed in July, featured dreamlike installations that became viral photo spots. “It’s great if you know what you’re getting into,

and want to take Instagram photos,” a Happy-Go-Lucky visitor told NBC. “If you don’t know that, then it’s just a bunch of backdrops.” For some visitors, a quality photo moment is exactly what they’re looking for. But the artists who create the installations want more. “Life now has become people going to a place to stand in front of it and take a picture. They don’t even go inside and experience it – they just leave,” artist Jackie Sorkin told NBC. Sorkin is the cofounder of Candytopia, a Candyland-esque installation in Los Angeles that has more than 80,000 Instagram followers. “I think that is a statement of the world we live in today,” she concluded. Paige Solomon, CEO of the Brooklyn-based exhibit Dream Machine, points to the effectiveness of social media as a marketing tool. “There are so many businesses right now that couldn’t have survived 15 or 20 years ago without social.” Dream Machine, which closed September 9, has nearly 51,185 followers and 130,000 tagged photos on Instagram under #dreammachine, says NBC. “You can say, ‘I can’t believe how self-obsessed people are’, but if you’re not designing things in 2018 with the hope that it is shared on social, then I feel like you’re doing a disservice to yourself as a creative, an artist, a business owner,” said Solomon.

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Exclusive Pop-up Shops Where People Buy Stuff, Sometimes Online retailer Glossier, a beauty brand aimed at millennial women, has built its reputation with elaborate, immersive, theatre-andperformance-art-inspired pop-up stores. Here’s a description of one of its brick-and-mortar marvels provided by London design and culture journalist Kassia St. Clair. “Last year, Glossier unveiled a space in Manhattan decked out in red velvet curtains to coincide with the launch of a new perfume. Visitors were invited to enter a tiny room inside and push a big red button, which opened

an aperture in the wall. Then a hand in a red rubber glove would emerge and spray perfume on the visitor’s wrist. One woman filmed her visit and posted it on YouTube. ‘This is the future,’ she said, ‘and I don’t know what I think of it.’” St. Clair discussed the experiential aspect of retail’s future – where getting customers to buy is less important than getting them to feel – in a recent issue of The Economist, and also on American Public Media’s “Marketplace” program.

Here are some of the highlights. “Since the 1990s we’ve had online shopping, and that’s been brilliant and convenient for customers,” notes St. Clair, in an interview with David Brancaccio, host and senior editor of Marketplace Morning Report. “But online shopping is also flat and utilitarian in a lot of ways. It’s hard for customers to distinguish between different brands and to get a real feel for them. So brands that have brick-and-mortar spaces – and even some brands that don’t – want to engage customers in a very different

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for your business information way within real-life spaces. It’s a way of getting the customer to feel engaged and emotional about a brand. “It’s also a social-media generation device, right? Because if you’ve got into the exclusive place and you find it cool, you’re going to tweet it out, you’re going to put up pictures on Instagram. The ability to share with the creation of a hashtag does give a shop a much wider reach that allows the brand to see the reaction that it’s having. “You get stores where the point doesn’t seem to be the products on sale at all,” she noted and cited a shop opened in Brooklyn last year by clothing and skateboard brand Supreme. “The majority of its floor space is taken up by a skate rink. The store is very large, and yet very few people are allowed in at any one time. Bouncers carefully control the flow of people into the space. The fact that you can’t get in at

will, you have to wait, and you can’t skate on the rink unless you’re invited, adds an aura to a brand. It’s just not possible to create that aura online in the same way. “These spaces have to be very carefully managed, because if the selling part becomes too overt, it begins to seem a little bit ‘desperate’ was the word I heard from one particular brand. They don’t want people to think that they’re desperate to get people in their stores. They want to create experiences that fit with their identity and are memorable in the right way. The customers will leave the store and when they’re next thinking about a particular product, they remember this brand.” As Brancaccio points out, shopping in these popups is far removed from shopping in a warehouse store. In fact, you might not even see the product at first.

42 edplay.com • • • • • September/October 2018

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tres

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900 stores, including 150 franchised locations and temporary shops. This year, it plans to open about 250 to 270 Halloween City locations. Typically, its “guerilla retailing” strategy generates approximately 20 percent of Party City’s U.S. sales, or about $54 million, reports Motley Fool. The Toy City pop-ups will offer “a very robust assortment – toys, action figures, dolls, crafts, games and puzzles,” according to USA Today. Suppliers include Hasbro and Mattel. Small, temporary shops that “pop up” in high-traffic areas have been a trend in retail for a while now. KB plans to return to the market with 1,000 pop-ups for Black Friday and the holiday shopping season. Afterwards, it will make some of them permanent locations. Party City’s plans are more modest by far, but as Duprey points out, the company has had a lot of success with temporary locations. “Every year it opens hundreds of Halloween City stores all over the country, which operate for about two months, then disappear until the next year,” he explains. Party City hopes that its ability to offer six months of rent to landlords will help the combined Halloween City/Toy City shops secure higher-grade real estate locations, Sullivan said. Another advantage is that Toy

Motley Fool, the multimedia financial-services company that provides advice to investors, thinks Party City stock is a good bet. Why? Because its plan to open 50 pop-up toy stores this fall could be a big opportunity for the company, said Motley Fool Rich Duprey. “Of all the retailers that have announced plans to fill the vacuum left by the demise of Toys “R” Us, there is good reason to think Party City is among the ones likely to be most successful,” he wrote in a July 24th post. Party City joins other voidfilling retailers like Walmart, which is expanding its shelf space for toys; Amazon, which is printing up a new toy catalog for the holidays; and KB and FAO Schwarz, which are both planning comebacks. J.C. Penney and Kohl’s have announced plans to enhance their toy offerings for the 2018 holiday season. Kohl’s, for example, will offer LEGO- and FAO Scharz-branded items. “There are also numerous independent toy stores anticipating a boost in sales,” writes Duprey. “My fellow Motley Fool Dan Kline even suggests Barnes & Noble has a chance to capture some of the lost sales. While everyone can get a slice of the pie, Party City’s pop-up stores may represent the best strategy.” Based in Elmsford, New York, the party goods retailer has about

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City pop-ups will open in early September, about two months earlier than KB’s stores. “And it plans to place them alongside its Halloween City stores, which should bring in additional customer traffic,” adds Duprey. He says that the pilot program has the potential to grow over time to rival the number of Halloween stores and possibly even surpass them in sales. “Although consumers spent a record $9.1 billion on Halloween last year, some $656 billion is spent on Christmas,” Duprey concludes. “The U.S. toy market, which is the world’s largest and sees the greatest amount of sales around the holidays, is a $26 billion industry. That’s a big enough toy box to support a number of players, including those not typically dabbling in the category.”

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ENDCAP

(continued from page 46) has built a program that focuses on rebuilding the lives of men and women who have toppled over and have become homeless. This partnership is providing jobs, teaching skills, and giving hope – while making a really cool game! Can you offer players any stacking tips? Yes – take it slow. Little adjustments make a huge difference. Use both hands to stack by supporting the rock below the one you’re trying to balance. To master the game, the player has to consider his or her strategy of maintaining center of gravity, surface friction, and counterbalance simultaneously. That “balancing act,” if you will, is somewhat of a metaphor for life, at least my life. Slowing down helps bring focus to the things that matter the most. Once I identify what matters the most for that moment, I am better able to accomplish that thing. I often ask myself, “Okay Benjamin, what are you doing and why are you doing it?” If my answer has conviction of purpose, I find that I’ve actually accomplished a lot without toppling over. What do you like best about your job? I love being able to talk to new people from all over the country and get feedback from customers. I am a newcomer to the wide world of toys, but many people I’ve had the privilege to know have actually felt like longtime friends. What I enjoy most is that Topple Rocks is a vehicle to build lives by providing jobs to those who really need them. At the same time, the product brings people together through positive interaction.

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Do you have plans for more toy-ish products? We just released Topple Rocks Challenge, which is having excellent early sales. It’s designed for multiplayer competitive fun. Each player has one minute to stack as many Topple Rocks as possible before time runs out. The highest score after five rounds wins. I should mention that sabotage is allowed in the game, but you’ll have to read the rules to find out more. Ben enjoys solving problems. He’s invented several machines that help cut Topple Rocks. .

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ENDCAP

Balancing Act by Tina Manzer

enjamin Bigler is a busy man. After he completed a job restoring Frank Lloyd Wright’s Ennis House in Los Angeles, the skilled woodworker and his wife moved to Louisiana in 2014. He set up shop in Covington, but it’s not just any “shop.” Ben and two other craftspeople – a stained glass artist and a sculptor – converted a former machine shop into a creative space called Community Beehive. In addition to the artists’ studios, it’s also the home of Topple Rocks.“Topple Rocks is a ‘wood rock’ balancing game that gives players the satisfaction of creating gravity-defying sculptures,” he explains. In June, he took them to ASTRA’s Marketplace where they received a warm reception. No wonder – this industry loves unique, beautifully made playthings from small, independent companies. Here’s the Topple Rocks story. edplay: When you came up with Topple Rocks using scraps of mahogany from your furniture builds, did you think, “This is a toy,” “This is a piece of art” or “This is a meditative tool”? Benjamin Bigler: I was simply looking to design something that would keep our family around the table a bit longer after dinner before we scattered to go our separate ways around the house. My creation had to be something my son and I would enjoy playing together. As it turns out, there are now stacks of Topple Rocks around my home that double as art. Occasionally, they’ll fall over. When they do, I attempt to create increasingly difficult

How did he do that? Benjamin with Topple Rocks.

EPY_05_SeptOct_2018.indd 46

art sculptures. My success with them does take some meditative focus. I’ve often wondered if the popularity of rock stacking might come from some deep need within human nature to leave our mark, something that says, “I was here.” I’m thinking of Stonehenge, Egypt’s pyramids, and the cairns people build all over the world. Is that the appeal of Topple Rocks for kids? For adults? The youngest player I’ve met so far was a determined and focused 5-year-old boy. He would not give up until he had balanced all six wooden Topple Rocks. When he accomplished that feat, he was ecstatic! Likewise, I’ve met business executives who say they have Topple Rocks on their desk. They enjoy the challenge of stacking them and love the way they look. Are the rock shapes random? In other words, if I bought several packages would all the pieces be different? While each set comes with six different-sized Topple Rocks, each piece has the same 16-sided geometric pattern. I studied the play experience using various shapes and sizes before landing on one consistent design. When multiple sets are combined, the play experience becomes next-level exciting and challenging. Six pieces is the perfect starting point. Where are they made? We are a small team of two that has been making it all happen in my millwork shop just 30 minutes north of New Orleans. Recently we’ve partnered with New Orleans Mission to offer jobs to those they serve. Since 1989, New Orleans Mission (continued on page 45)

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