February 2020
Dedicated to the Specialty Toy Industry
As the world’s youngest activists work to keep this ball in play, how will toymakers and retailers respond?
See us at Toy Fair booth 6901
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word play Moonlight Serenade by Kevin Fahy
When Tom Williams and I started this company 36 years ago, I also had a fulltime job running a printing plant. I was essentially a printer who ran a publishing company “on the side.” That’s an interesting phrase, and it has become increasingly important in our economy. For that reason I looked it up in several online dictionaries, to see whether I could determine where it came from. None of them had anything to say about the etymology of the expression, but they all agreed that there were three distinct definitions. One referred to a meal, usually in a restaurant. You might order a burger, for example, with French fries on the side. Another had a sexual connotation. I’ll let you come up with your own example for that one. Finally, there’s the usage I had in mind, of having a part-time job in addition to one’s primary occupation. Although no one said it, I’m guessing that the food-based usage came first, because the secondary dish was literally beside the main dish on the plate or table. At any rate, the second job thing has become a big deal, and not just economically but politically as well. There is a common perception in America these days that, yes, there are plenty of jobs, but many of them aren’t very good. In order to get by, or afford health insurance, or whatever, people are obliged to work more than one of them. According to a December 18th article in The New York Times, entitled “Earning Income on the Side is a Large and Growing Slice of American Life,” it’s a little more complicated than that. Recent surveys indicate that a quarter of all workers have more than one job, but only around one-third of those people do so out of financial necessity. To be clear, financial necessity and wanting to have more money are not the same thing. Nearly half of multiple-job
workers fall into the latter category, which means that about 80 percent of moonlighters either want or need the extra cash. Why else would anyone work two jobs? Well, one reason might be called dedication, or the conviction that important work simply needs to be done. My wife falls into this category, working primarily as a school administrator but also consulting on literacy programs. Some people work a second job for pleasure. I’ve had acquaintances who tended bar at night or taught tennis lessons or refereed basketball games just because it was fun. My sister works as an usher at a theater during live musical performances. Double dipping has been with us always, but the nature of that second job seems to have changed. IRS data shows that nearly 20 percent of all taxpayers report self-employment income in addition to filing a W-2 from an employer, and of course there could be many more who don’t declare that income. It’s hard to nail down, but this growing segment appears to represent what has come to be known as the “gig economy.” Investopedia defines a gig economy as a place where “temporary flexible jobs are commonplace and companies tend toward hiring independent contractors and freelancers instead of fulltime employees.” It estimates that one-third of the economy has already made the transition to the new mode. The gig system is more efficient, because workers are only onboard when needed, which saves a lot more than merely wages. It saves on benefits, office space, management time, parking, human resource issues, and so on. If you believe that the evolution of business is driven by efficiency, it’s hard to argue with a gig economy. There are advantages for workers as well, especially in terms of flexibility. (continued on page 7)
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Dedicated to the Specialty Toy Industry
February 2020
3
Wordplay
8
Toy Fair New York
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Moonlight Serenade by Kevin Fahy A busy toy show season kept everyone running from city to city/country to country. Next up? Toy Fair New York, possibly bigger and better than ever.
12 Store Profile: The Merchant of Venice
Play’s the thing at 2,000-square-foot Nana’s A Children’s Shop in Florida, where high-end children’s clothing mixes with traditional toys.
18 The Home Stretch to Vegas
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Now in its 59th year, ToyFest West, March 8 through 10, hosts people from 47 states, Canada, and the U.K.
22 Heating Up
As the climate crisis steers consumers of all ages toward eco-friendly products, we offer a peek at who’s shopping and how their influence impacts big toy companies.
32 Rep Picks
Independent Rep Sandy Ruben joins reps from other firms to choose favorite products for 2020.
39 Q and plAy
Meet Martha Finch from Brightz, with unique LED light sets that spark nighttime biking delight.
36 Time to Evaluate Your Company’s Culture
Are you creating a WOW-factor culture? If not, watch out: you’re at risk of losing your best employees.
43 The Year of the Customer
In her forecast for retail this year, marketing guru Beth Van Story discusses how new innovations meet shoppers’ demands.
54 Senior Citizens Online: What the Data Reveals
Trinity Insight serves up surprising intel on our oldest shoppers.
Learn about the play and and skill-building power behind these products.
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Industry News For Your Business Information New & True Index of Advertisers
About our cover The “Blue Marble” was created in 2002 by Robert Simmon, a data visualizer and designer at NASA’s Earth Observatory; and NASA’s Reto Stöckli, now at the Swiss Federal Office of Meteorology and Climatology. It is not a photograph, but a composite using four months of light data collected by NASA’s Terra satellite. It orbited from pole to pole while the earth rotated beneath it.
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Dedicated to the Specialty Toy Industry Meet Ashley, edplay’s new ad-sales rep. This Jersey girl is heading to her first Toy Fair and would love to see your new products. She also works on ASTRA’s Toy Times and Around the Table, the new magazine for members of the Game Manufacturers Association. ashley@fwpi.com
PUBLISHER
J. Kevin Fahy kfahy@fwpi.com
EDITORIAL
Director Tina Manzer tmanzer@fwpi.com
ADVERTISING
Director Tim Braden tbraden@fwpi.com
ART
Production Manager Mark Stash mstash@fwpi.com Designer Christopher Cornett christopher@fwpi.com
About this image Graphic designer Christopher Cornett’s favorite toy is this jar of marbles handed down to him by his grandfather.
Online & E-newsletter Advertising Rick Kauder rkauder@fwpi.com
MARKETING Director Amy Colburn amy@fwpi.com
SUBSCRIPTIONS Yesenia Rangel accounts@fwpi.com
EDITORIAL OFFICES PO Box 1080, 171 Reed St Geneva, NY 14456 800-344-0559 315-789-0458 FAX: 315-789-4263
Designer Maia VanOrman maia@fwpi.com Copyright © 2020
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The Issue
(continued from page 3)
A career can be tailored to fit time constraints, childrearing responsibilities, geographical limitations, and so on, without having to comply with all the rules that apply to regular employees. For workers who also have a “day job,” gigs can be fit in accordingly. We tend to think of gig work as predominantly affecting certain industries, and that is true to some extent. Uber and other ride services have devastated the taxicab business, and Airbnb has reshaped the hotel industry, but they may have been simply low-hanging fruit. Like technological change, it will gradually affect everybody. Take education, for example. Colleges and universities are not the first businesses that pop into your head when you think of temporary workers, but they are rapidly becoming more flexible. “Adjunct” professors can be added or subtracted on short notice in response to demand, and at much less cost than tenured faculty. Across the spectrum of commerce the same dynamic holds true, but there is a downside to the great efficiency festival. The obvious problem is that it can cost traditional employees their jobs, but it can also harm them in more subtle ways. It can suppress their wages by offering a cheaper alternative, or curtail opportunities for advancement and learning new skills. It can also be hard on the independent contractors themselves. Pressure to take gigs whenever they’re available can mean that workers can’t establish any regularity in their lives. Sleep patterns can be affected and relationships can suffer. Moreover, gig workers often find themselves taking on the risk and stress that were previously borne by employers. Now they have to worry about the ups and downs of the business cycle, juggling demands from clients, keeping up with technology upgrades and getting paid.
In other words, all these independent contractors are in danger of becoming entrepreneurs like I was, and like many of you were, all those years ago. The main difference is that their partner is not somebody they met in college, but somebody they met on their smart phone. I asked Google what the most popular gig apps were, and here is the top 10 list I got back. 1. Airbnb 2. Upwork 3. Freelancer 4. YouTube 5. Fiverr
6. TaskRabbit 7. Thumbtack 8. Roadie 9. Instacart 10. Uber
Now you may be a lot more hip than I am, but I am only familiar with three of those companies, and one of them, YouTube, was not known to me as a source of contract labor. I have a feeling that we’re all going to get to know them better in the new decade. Throughout all the years we have had this company, there have been employees who moonlighted at other jobs, and we have never objected. The only occasions in which it bothered us were when salespeople told us they wanted to make more money. We always told them that they would make out better if they just worked more hours right here. Sometimes I thought there was more to it than that. There are a lot of reasons to work a second job, and I am sympathetic to all of them. I especially understand the instinct to have something of one’s own, and through that to take some measure of control over one’s own destiny. To me that is the essence of the American dream. My wish for the new year is that it continues to work for coming generations, as it did for me.
You can e-mail Kevin at kfahy@fwpi.com.
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TOY FAIR NEW YORK by Tina Manzer
It’s been a busier than usual January as toy manufacturers, merchants and reps took advantage of a variety of opportunities to present or purchase new products.
By the time they get to the Javits Center in February, many of them will have already visited Hong Kong, Las Vegas, Dallas, Atlanta, London and Germany. Still, no one skips Toy Fair New York, scheduled for Saturday, February 22 through Tuesday, February 25. Billed as the Largest Toy Trade Show in the Western Hemisphere, the event organized by The Toy Association ranks number 34 on Trade Show Executive’s Gold 100, the prestigious list of the largest and most-accomplished trade shows in the country. The designation, announced last September, was based on the net square footage of paid exhibit space – 447,300 square feet – at Toy Fair 2018. Since its debut on the Gold 100 list in 2008, Toy Fair has climbed 30 spots. “As it continues to grow in size and scope, it remains an invaluable meeting place for global toy professionals who are passionate about the latest and greatest in toys, play and youth entertainment,” says Marian Bossard, The Toy Association’s executive vice president of global market events. “We are thrilled that the show continues to be recognized.” Space for both new and returning exhibitors to Toy Fair 2020 sold out early, generating a wait list. The marketplace is expected to draw every kind of toy
professional ranging from mass, mid-tier and specialty retail buyers to licensors and entertainment executives, inventors and designers. In 2019, it hosted 1,039 exhibiting companies and more than 8,300 retail buyers. The total number of retailers, wholesalers, entertainment executives, importers and buying groups in attendance last year totaled 10,600. ASTRA brings specialty together on Javits Level 1 From its headquarters at booth #6511 and the Hospitality Lounge in Hall 1E 12, ASTRA will be meeting the needs of the specialty toy industry. Retail members are encouraged to stop by the booth to pick up an ASTRA ribbon to add to their name tags. “That way, ASTRA-member exhibitors will know to apply big savings to your orders,” says the association. “There are lots of member-only show specials.” Retailers are also invited to Share the Fair, scheduled for 8 a.m. on Monday, February 24, in Hall 1E11. They’ll discuss new products and compare notes on the must-see items in the exhibit hall over a complimentary breakfast. Access to the Hospitality Lounge is constant throughout Toy Fair. It’s a great place for members to hang their
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Toy Fair New York
coats, rest their feet, grab some coffee, and eat. “Recharge with charging stations and refreshments to keep you going on the show floor,” adds ASTRA. Conveniently located nearby is Toy Fair’s Launch Pad, dedicated to first-time exhibitors. Booths in aisles 4200 through 4500 are magnets for specialty toy buyers and members of the press who go there to find special, unique, and creative new products. Last year, it displayed toys and games from exhibitors representing 17 countries, including Australia, Bulgaria, Canada, Chile, Denmark, India, Ireland, Italy, Japan, Russia, South Korea, Spain, the United Kingdom, and the United States. On Sunday evening February 23, the association will host its annual Night in New York networking reception at the historic Paramount Theater, 1501 Broadway between 7th and 8th avenues. Back in the day, it was a popular performance venue for musical legends like Frank Sinatra, Benny Goodman, and the Andrews Sisters. Three to receive honors Thomas Chan, founder and CEO of Playmates Toys; Thomas Murdough, founder of Little Tikes, Step2, and
10 Must-See Stores in New York Recommendations from the National Retail Federation
As part of its annual tradeshow, Retail’s Big Show held in January, NRF put together two self-guided store tours in January that featured 20 stores from Central Park South to Wall Street and Brooklyn. Ten of NRF’s favorites are within walking distance of the Javits Center. If you want to stretch your legs and visit them, here’s the list. Atelier Beauté Chanel 120.5 Wooster Street A combination workshop/beauty boutique, the atelier invites customers to experience makeup application and skin care using Chanel products. “Come as you are, stay as long as you wish, and visit as often as you like,” says the website. b8ta 20 Hudson Yards It’s a showroom for tech products; many related to the Internet of Things. “There’s a big gap between the innovative products available online and what can be seen or tried in person,” points out b8ta. The tech company also collects customer analytics for
Simplay3; and the late Harry Kislevitz, founder of Colorforms Corporation, will be inducted into the esteemed Toy Industry Hall of Fame. Kislevitz and his wife Patricia, both art students, were experimenting with low-cost alternatives to paint when they discovered that vinyl stuck to the semi-gloss walls of their bathroom. Their product, Colorforms, launched in 1951, and has since been named one of Time Magazine’s Top 100 Toys of all time. It was one of the first companies to prove the power of licensing with its Mickey Mouse, Holly Hobbie and Popeye re-stickable sets in the 1950s. Kislevitz also understood the importance of brand building. He tapped graphic designer Paul Rand, famous for the logos he created for IBM, UPS, Westinghouse and ABC, to design the one for Colorforms. Toy Fair 2020 Saturday, Sunday, and Monday, February 22-24, 9 a.m. to 6 p.m. Tuesday, February 25, 9 a.m. to 4 p.m. For more information, visit toyfairny.com
the vendors who lease its store’s space. The new Toys “R” Us stores are powered by b8ta’s Retail as a Service model. They feature toy manufacturers who rent display space and touch screens. Parents use the screens to search and order toys on the spot. Forty-Five Ten 46 Gansevoort Street Shoppers are encouraged to meander through the noncontiguous floor plan as they browse an eclectic collection of fashion, art and design merchandise. Hermes 46 Gansevoort Street The light-filled space celebrates the unique legacy of the French fashion house and the vibe of downtown New York. Neighborhood Goods 75 9th Avenue In its lively space at Chelsea Market, Neighborhood Goods highlights a rotating lineup of brands, products and concepts, including some digital natives – like Dollar Shave Club – who need a spot in brick-and-mortar. Neiman Marcus 20 Hudson Yards Its space in the new Hudson Yards Mall offers digital and personal customer experi-
ences like interactive fitting rooms, Digital Styling Lounge consultations, and advanced spa/beauty services. The North Face 584 Broadway B-103 Part base camp, part archive, part store, the space reflects the outdoor brand’s DNA. The rugged building was designed for longevity using steel, granite, and FSCcertified reclaimed wood. Petco 680 Broadway Chefs prepare human-grade food for pets in an upscale kitchen. Restoration Hardware 9 9th Avenue The 90,000-square-foot store spreads across six floors. A variety of RH-furnished vignettes help shoppers envision their own homes. Starbucks Reserve Roastery 61 9th Avenue “The New York Roastery is both workshop and stage, a three-dimensional window into the coffee journey,” says Starbucks. It features multiple venues and an onsite bakery specializing in pizza, pastries and bread.
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The Merchant of Venice by Claire Sykes
Sabine Hack
Venice, Florida, was aptly named for the floating city in northern Italy’s Veneto region. The two are similar in that the Sunshine State version, on the Gulf of Mexico, is also surrounded by water.
Its charming downtown shopping district, “Venice Island,” features boutiques and restaurants in Italianate buildings shaded by Canary Island palm trees. For more than 30 years, Nana’s A Children’s Shop on W. Venice Ave. has been a favorite with townsfolk and tourists alike. Since 2003, it’s been owned by Sabine Hack, a former tennis pro from Germany. Play’s the thing at the 2,000-square-foot store. High-end children’s clothing mixes with imported, traditional toys
that get kids away from electronic screens and plugged into their own imaginations. The store’s carefully handpicked mix is both cosmopolitan and all-American. It caters to snowbird grandparents, and is busiest from October to the end of April. Last year Sabine bought a second store 15 storefronts away, closer to Venice Beach. It’s about half the size of Nana’s and called Things I Like. The shop carries home décor,
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The Merchant of Venice
apparel and gifts, many of which are handmade. Only some are geared toward children. “People are really excited I opened it,” Sabine told me in a recent interview. “They think Venice needed a store like this, not another touristy one.” Venice is a tourist hot spot; famous for the fossilized shark teeth that wash up on its beaches, and more. “We have everything here on the island – a yacht club, lots of bicyclists. Because of all the nature and how quiet it is here, more and more people are moving in, more young people, too.” That’s good news for area merchants, especially the ones who sell toys. We talked about the opportunities – past present and future.
edplay: How did you end up in Florida from Germany? Sabine Hack: I played tennis all over the world. Winters I’d practice at the tennis academy in Tampa, where I had a house. I retired from the game in 1988 and moved to Sarasota. I became friends with a lady who opened a store on Venice Ave., and I thought I would do that, too, even though I had no retail experience! My kids were little at the time, so I started selling toys. My store, Just for Kids, stocked simple, wooden toys from Germany. At the time, Nana’s, a block down the street, was 95 percent children’s clothing, plus a few toys and jewelry. When it came up for sale, I sold my store and moved most of the merchandise to Nana’s. Today, 60 percent of my store is toys, 25 percent is clothing, and 15
percent is gifts. You’ll find wonderful surprises here: kids’ accordions, kits for making paper airplanes, toddler aviation jackets, frilly dress-up clothes, unusual plush toys and books, and handmade fair trade dreamcatchers from Columbia. “Baby” is a strong category here, along with children’s books. Usborne Books have been extremely strong, and they don’t sell on Amazon. What inspires you to offer such a range of products? I’m inspired by the grandparents who shop here, often looking for uncommon educational products, items for more than one grandchild, and for a variety of ages. They love a one-stop shop. Mine is the only children’s store this far south that carries such a variety of unique items. I like to support European companies. From Germany, I like PlayableART, Ravensburger puzzles, HABA’s wooden toys and, especially, Steiff bears. I carry Corolle dolls and SentoSphère kits from France, and BRIO, which originated in Denmark. I also like Spooner Boards, made in California, and products from eeBoo, based in New York. All of those companies make unique products that only some stores carry. That’s another reason why people come to Nana’s. What are your bestsellers? I’ve carried The Ball of Whacks for years, and it always sells. So does Crazy Aaron’s Thinking Putty. Plus-Plus construction toys, made in Denmark, also do well. Fat Brain Toys is another top seller, for sure. HABA toys sell very well because customers can see the quality in them. Who are your competitors? Competing with the internet has
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The Merchant of Venice
been my biggest challenge. But we’re very lucky – there’s no Walmart nearby. There is another toy store in town about a block down, but it’s half the size of Nana’s and it doesn’t have clothes or the selection I do. We cross over on some items, though, and because they have more plush toys, we are more of a complement to each other. I focus on Nana’s being the best it can be – in terms of product selection, merchandising and customer service. I offer a frequent-buyer card, free giftwrap, and a free reusable Nana’s tote bag with a purchase of $50 or more. You don’t sell products online. I don’t, because if I did I would have to hire more people to keep the website up, especially with clothing.
I don’t think people would go online to purchase from my store anyway. Social interaction is important to my customers, and to me. That’s what small, independent stores are all about. How are Nana’s and your new store alike? How are they different, besides their product mix? Both carry uncommon goods. You have to deliver that nowadays. And both have great customer service. Employees know the merchandise and we’re always ready to help someone find that unique gift. We can also wrap it for them and ship it. The employees enjoy interacting with customers. They keep coming back, so we get to know them. I see people at Nana’s who also
shop at my other store and we’ve become friends. What trade shows have the best selection for Nana’s mix? ASTRA. I don’t go to the shows in New York because too many toys there are sold to the big-box stores. It’s too much walking to make it worth it. ASTRA and AmericasMart Atlanta are for smaller, independent stores and I can buy for all categories there. I love Sandy Ruben and Associates’ showroom in Atlanta. He has the best toys, and a really nice showroom where I can try them out. His staff is really knowledgeable. I buy a lot of my toys from him. He goes above and beyond.
(continued on page 45)
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The Home Stretch
A
by Tina Manzer
The toy buying season stretches to March and Las Vegas with ToyFest West, scheduled for Sunday the 8th through Tuesday the 10th.
Managed by the nonprofit Western Toy & Hobby Rep Association (WTHRA), the show’s mission is simple: to present new products to toy buyers west of the Mississippi in the most cost-effective manner possible. The first Western States Toy & Hobby Show took place at the Biltmore Hotel in Los Angeles in 1961, the year LEGO came to the U.S. and the Carson, California company Wham-O launched the Slip ’n Slide, the hottest toy that year. Selling toys, always a temporary prospect relegated to the holidays, had recently become a year-round business. The toy industry was in the midst of a growth spurt. So was its television advertising budget. Ten years before WTHRA’s first show, toymakers sold a record-breaking $500 million worth of toys with just a $5-million spend on advertising, according to Ad Age. Then in 1952, with an ad budget increase of 25 to 30 percent, the toy industry broke its own record with more than $800 million in retail sales. Throughout the 1950s, budgets for television advertising continued to rise. In 1954, the toy industry introduced an industrywide promotion program with a budget of $1.3 million earmarked for local TV. The following year, East Coast company Ideal Toy spent $375,000 for commercials to air during “Romper Room” and “Winky Dink” on CBS – the single largest spend to date. The New York-based toy company also sponsored Macy’s annual Thanksgiving Day Parade.
“In 1961, toymakers spent close to $25 million on advertising, up nearly 50 percent from 1960, and blazed specific brand names into the minds of youngsters who could barely spell,” said Ad Age. Instead of asking their parents for “a doll,” or “a train,” for instance, children specifically requested Chatty Cathy or Barbie, or a Lionel Satellite. West Coast reps saw an opportunity to give their retail customers the same chance to experience (and purchase) the hot toys being exhibited and promoted on the East Coast, minus the trip across the country. Eager merchants and manufacturers agreed, and their show has been a hit ever since. Over the years, ToyFest West was held in Pasadena, Pomona, or Long Beach before landing in Las Vegas in 2013. The South Point Hotel, the show’s venue for the past seven years, offers room rates well below East Coast and Southern California prices, and world-class restaurants are onsite. “Attendees find the beautiful weather, easy arrival and departure, and reunion-like atmosphere of our event very appealing,” explains the association. It’s no wonder, then, that the show continues to grow. Now in its 59th year, it has enjoyed increases in both exhibitor and buyer participation, and today hosts toy professionals who come from 47 states, Canada and the U.K. This year’s show features exhibits of new products for 2020 from more than 500 manufacturers. In addition to toys, product categories include infant and toddler, gift, educational/STEM, hobby, costume, beauty and novelty. The schedule reflects the best special activities that previous years’ shows had to offer. The Welcome Gala On Sunday, March 8, all attendees are invited to the ballroom for a buffet dinner and drinks, from 6:30 to 9:30 p.m. The
(continued on page 44)
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The Home Stretch WTHRA Retailer of the Year and Hall of Fame inductees will be announced.
West retail buyers who register for the event. Game Night includes dinner and an open bar with beer and wine.
A free educational session for attendees On Monday morning, March 9, “Don’t Kill Your Golden Goose – Protect & Perpetuate Your Business” will be presented by Larry Oxenham from the American Society for Asset Protection. The author of Protect Your Assets and The Asset Protection Bible will share strategies and tools used by the nation’s top law firms to save their clients millions of dollars each year. Larry’s discussion will include the following. • ways retailers can structure their business for lawsuit protection and prevention; • how to reduce liability insurance costs; • five tax-reduction strategies often missed by professionals and their advisors; • how to create a successful estate and business succession plan; and • tools that can be used to pass assets to heirs tax-free.
“The Best of ToyFest” On Tuesday morning, retailers are invited to meet over a continental breakfast and coffee to share with other buyers their favorite products on the show floor. A list of the items mentioned will be compiled and distributed after the show.
Game Night On Monday evening, 15 game manufacturers will present hands-on demos of their newest games to the first 150 ToyFest
A raffle with product prizes and $2,400 in cash giveaways. Retailers receive one ticket for every order written at the show. The tickets are collected for a raffle to be held at the close of the show on all three days. The “Morning Masterpieces” kit session, new this year, will take place on Sunday morning. Like Game Night, it offers retail buyers a hands-on demo of the newest and most creative kits and crafts on the market. A full buffet breakfast, along with coffee and mimosas, will be served. For more information on WTHRA’s tradeshow, visit toyfestwest.com.
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Heating Up by Tina Manzer
Prepare your store shelves now for Earth Day 2020, Wednesday, April 22. It’s the 50th anniversary of the world’s first major environmental movement and today’s young activists are planning “the biggest mass uprising this world has ever seen.” Fridays for Future USA, the U.S. contingent of the movement Greta Thunberg founded, has announced they’ll strike for three full days. Could it be possible that the gone-missing tween and teen markets will report back to specialty toy stores? It’s a possibility, especially if you carry products that highlight climate protection and sustainability, or what Spielwarenmesse calls Toys for the Future. “As a trend, it promotes environmentally friendly behavior and raises awareness through play, in addition to encompassing toys made from ecological materials, and items that have been upcycled or recycled.”
Gen Z has joined forces with Millennials, long considered the “eco-warrior” generation, “to shape an environmental movement that stretches beyond hashtags and into real action,” says Youth Pulse Inc., a New York City-based market research firm specializing in the behavior of Gen Z and Millennials. An example would be the #StopSucking movement, which resulted in big companies like Starbucks, Disney, SeaWorld, American Airlines, Alaska Airlines, and others ditching plastic straws. It may have been just a drop in the bucket, environment-wise, but it was a good start for the younger generation. If they can effect that change, just think of how they can change the use of plastic in other industries, including toys. Millennials’ dedication to environmental issues has influenced brands for years, and today, Millennial parents are demanding eco-friendly toy-and-game options for their children – playthings that reflect their own “save the planet” values. “Parents want to know that the products they buy will not harm the environment,” says Ken Seiter, executive vice president of marketing communications at The Toy Association. “Offering a toy that is biodegradable or an initiative that encourages toy sharing will appeal to today’s environmentally-conscious consumers.” And consumers are using their wallets to support causes they believe in, according to tracking firm Nielsen. Environmentally conscious shoppers have grown sustainable product sales by nearly 20 percent since 2014. By 2021, consumers are expected to spend $150 billion on sustainable goods. Here’s what research from YouthPulse reveals about consumers age 13 to 36. Half of them say they’re more likely to buy a product described as “sustainable.” A study by Total Retail indicates that 45 percent of Millennials could be swayed to purchase products from eco-conscious companies, despite the fact that they have less overall brand loyalty than other generations. As an example, Lush, the U.K-based cosmetics retailer, sold 12,000 Shampoo Bars in 48 hours after a Facebook video highlighted their positive environmental impact. However, eco-products must not be perceived as expensive. Sixty-one percent say they’d like to buy more eco-friendly products, but they care more about price. “Millennials are a thrifty bunch, and they’re not always able to afford to consistently support the causes they believe in,” points out Youth Pulse. At the same time, more than one-third of consumers ages 13 to 36 say they’ll pay 10-percent more for eco-friendly products. But as the price goes higher, the percentage of young consumers willing to pay it goes lower: 19 percent would be
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willing to pay 25-percent more, and only 7 percent would be willing to pay a full 50-percent more. A third of young consumers say ads that show what a brand is doing to help the environment makes them feel more positively about the brand. “Nearly 80 percent say that buying products from brands that have social-good components makes them feel better about spending money – and 30-percent want that social cause to be global warming. Twenty-six percent think it should be environmental issues in general.” The toy industry steps up A 2019 report from The Toy Association and ProdigyWorks recognized that opportunities exist for toy manufacturers and retailers to bring in new customers – and deepen connections with existing customers – through reusable and eco-friendly February 2020 — edplay.com 23
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Heating Up
strategies. Among their suggestions were these.
• Host or sponsor free neighborhood toy exchanges, which would operate as a library and align with today’s “sharing economy.”
• To serve low-income neighborhoods, companies could create local toy banks (similar to community food banks). Toymakers or retailers could tie this to sales, with each toy purchase funding a gift to a toy bank for underprivileged children. Consumers could also help stock the toy banks by donating toys and games.
• Toy companies need to recognize and respond to a fast-rising movement against plastics that is shaping consumer behavior. If toys were made with materials that biodegrade, a family could compost it themselves or send it out for municipal composting – upping the product’s appeal to parents.
The biggest toy companies have already stepped up, with LEGO at the forefront. In 2017, the 85-year-old Danish company reached its goal of using 100-percent renewable energy, three years before it predicted it would. Then, last
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summer, after a seven-year effort, LEGO revealed play pieces it had made from plant-based plastic sourced from sugar cane. The trees and other botanical pieces – not bricks, not yet –appeared in box sets with mini figures later in the year. According to Tim Brooks, LEGO’s vice president of environmental responsibility, it’s a first step in the mission to use more sustainable materials in its core products and packaging by 2030. In October, a brick recycling program called LEGO Replay was launched in the U.S. The pilot program is designed to make the process easy for consumers. “We saw that people really wanted to donate their bricks, but one of the things they said was, if we could give you our bricks, from the environmental perspective, we don’t want you to grind them up and make outdoor furniture or something else from them,” Brooks told Forbes. Instead, LEGO, through a partnership with Give Back Box, recycles the bricks and sends them to Teach for America classrooms around the country, and to the Boys & Girls Clubs of Boston. “Collect any loose LEGO bricks, sets, or elements, place them into a cardboard box, and visit lego.com/replay to print out a free UPS shipping label,” says the instructions on lego.com. “The package will be sent to the Give Back Box facility, where each brick will be sorted, inspected by hand, and given a rigorous cleaning.” To make sure it had the right partners and controls in place LEGO worked on the pilot for three years before launching it. Partner Give Back Box is a charity that handles similar programs. They repackage the bricks and send them on their way. “People don’t throw away their Lego bricks,” added Brooks. “The vast majority hand them down to their children or grandchildren. But others have asked us for a safe way to dispose or donate their bricks, so with Replay, they have an easy option that’s both sustainable and socially impactful.” Hasbro and Mattel have their own environmental sustainability plans. Hasbro will begin to phase out plastics in their packaging this year, reports occupational safety and health magazine EHS Today. The company plans to remove the shrink-wrap encasing Monopoly and Operation game boxes, plus the polybags that hold the game pieces inside. It will also do away with the blister packs that imprison Avengers and Transformers action figures, along with the thin plastic window sheets on Super Soaker boxes. The move is part of a broad strategy that Hasbro has been executing for the last 10-plus years, said Hasbro Senior Vice President Kathrin Belliveau in EHS Today. “It can be summed up as ‘Leave the world a better place for children and their families’ and ‘Do the right thing.’” Mattel announced last December that its goal was to achieve 100-percent recycled, recyclable or bio-based plastics
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materials in both its products and packaging by 2030. The first products aligned with this goal – the iconic Fisher-Price Rock-a-Stack, made from sugarcane-based plastics and packaged in 100-percent recycled or sustainably sourced material – will debut this year. The new goal expands Mattel’s Environmental Sustainable Sourcing Principles; initiatives it announced in 2011. The company now sources 93 percent of the paper and wood fiber used in its packaging and products from recycled or Forest Stewardship Council (FSC) content. It has also adopted the How2Recycle label, a standardized labeling system that clearly communicates recycling instructions to the public. The strain on our planet and environment, unfortunately, coupled
with consumers’ desire to choose ecofriendly products, creates opportunities for specialty toy retailers who have long been advocates of “green” toys and business practices. Show shoppers “what your made of” by making sure sustainable toys (defined here by ethical. net) are included on your shelves. • made from renewable, natural materials; • do not release carbon or other
greenhouse gases during manufacture; • do not pollute the environment in other ways at any stage of their life cycle; • are made without consuming water or other resources at unsustainable rates; • are manufactured as close to home as possible; • do not pose a health risk to those who make or use them and • don’t cause a waste problem at the end of their useful life.
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industry news
In November, PlayMonster geared up for additional growth by acquiring Kahootz Toys and aligning with Audax Private Equity. Audax is a division of Audax Group, an alternative asset management firm specializing in investments in middle market companies. PlayMonster has made several acquisitions over the past few years, but the 63 Kahootz800-524-42 deal is the largest to date. “With the infusion of capital and resources, PlayPLAYMONST ER.COM Monster can grow its platform through continued organic growth and synergistic acquisitions,” said Audax. Based in Ann Arbor, Michigan, Kahootz is the company behind 17 award-winning brands, including Spirograph, Colorforms, Fashion Plates, Latchkits, Play-Doh, Waterfuls THE for the TOTY Creative Toy of the Year. A PART aOFfinalist NOW and Y-Art, PLAYMONST ER FAMILY! “We’re thrilled to continue our multi-category growth strategy by building IST FOR and adding classic brands and expanding our footprint in the activity and stationery aisles,” said Bob Wann, chief PlayMonster. “The addition of our products to PlayMonster’s portfolio of children’s toys YEAR TOY OF THE and games is a win-win for our companies, licensors, suppliers and customers,” said Joe Yassay, Kahootz Toys’ CEO. © 2020 PlayMo nster LL award-winning toys include Wonder Crew, the first doll inspired by PlayMonster’s C boys; the game Yeti in My Spaghetti, Automoblox, My Fairy Garden, Mirari and more.
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The Hubelino pi Marble Run Set M has received the prestigious spiel gut seal from the committee for children’s play + toys e.V. The German nonprofit’s independent award program is highly regarded for its long history of promoting high quality, sustainable toys that make a difference in children’s lives. The 99-piece set combines physics with creative construction fun. Children age 8 and up delight in constructing tricky marble-run racetracks that allow the steel marble to perform action-packed tricks and stunts at high speeds. The Hubelino pi line is compatible with building blocks from other manufacturers.
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The official cocktail of the Spielwarenmesse this year was called Fairytoyl. Selected by an esteemed panel of judges in December during Nuremberg’s 16th annual ToyCocktail Competition, Fairytoyl was created by bartender Sigrid Klein. It was served at special events during the 71st toy fair in Germany, January 29 through February 2, and at five participating Nuremberg bars. “Nuremberg bars got shaking and presented their creative concoctions to the expert jury,” said an announcement. “The jury judged the new creations
using the official competition rules defined by the German barkeepers’ association, Deutsche Barkeeper-Union. The criteria include flavor, appearance and aroma.” Fairytoyl – a mixture of raspberry brandy, Woodruff syrup (safflower extracts enhanced with a hint of lemon juice), Matcha tonic water and Bordeaux – combines “zesty freshness with the homely woodruff fairy. Then, the fruity raspberry appears and the Matcha whets the appetite for more,” says the recipe on spielwarenmesse. com. Second place was awarded to “Toylicious” by Benjamin Dietz from the Treff bar at Arvena Park Hotel. The “Toy lets swizzle” cocktail by barkeeper Fabian Hess from die rote Bar came in third.
Fairytoyl is the green one on the left.
Now in its 16th year, the competition is part of Nuremberg’s ToyCity Initiative. “It’s a great opportunity to give your creativity free rein and to have your own drink served both to the participants at the Spielwarenmesse and the people of Nuremberg,” says Sigrid Klein.
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industry news
University Games’ new logo, unveiled as part of its 35th anniversary celebration, symbolizes the company’s unique mix of learning and fun, says Bob Moog, president and company cofounder. “The red letter ‘U’ stands for ‘university,’ and represents our beginnings as a learning company in 1985. The blue ‘G’ stands for ‘games,’ to reflect the fun that we inject into every product we release. Together, they overlap to create something unique with the color purple.” He adds: “The merging of learning and fun is where we stand alone in offering our games and puzzles to families around the world.” The new logo reveal kicked off a year of global events planned by University Games. In January, UG Studios, a livestreaming, high-octane content channel dedicated to games and puzzles, offered a series of interviews, game shows, game reviews and game demos to game players and game buyers around the world. With correspondents in San Francisco, London and Sydney, there will be three different accents to listen to on a dedicated YouTube channel.
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Founded in 1985, University Games has developed more than 500 games, puzzles, and children’s learning and activity sets. Among its brands are Briarpatch, BePuzzled, Great Explorations, and Front Porch Classics. The company is also the exclusive North American distributor of Megableu USA products. University Games’ has also moved its AreYouGame. com division, which operates independently, to Kansas City, Missouri, from Memphis, Tennessee. Shipping began from the new facility on November 1, 2019, although the move is ongoing. Founded in 1999, AreYouGame.com carries more than 4,000 different games and puzzles and distributes them throughout North America. The new 109,000-square-foot fulfillment center is double the space of the Tennessee location, and more centrally located. The space boasts an upgraded conveyor system, larger receiving area and capacity to efficiently ship more than 30,000 orders per day, which is particularly important during the fourth quarter, notes Moog. “We expect to double our current 500,000 shipments per year to more than 1,000,000 by 2021,” he says. “We need enough space to manage that kind of volume seamlessly.”
In January, ASTRA President Kimberly Mosley spoke during a panel discussion held during the Family Tech Summit at the Consumer Electronics Show. Presenting the specialty toy industry perspective, she talked about the above-and-beyond customer service that neighborhood toy stores deliver as part of their passion to bring the magic of play to children everywhere. The session, “Engaging the Techfluid Generation,” discussed the shopping habits of generation alpha. The panel explored best practices for designing engaging experiences and boosting discoverability using artificial intelligence, voice and social media. Joining her on the panel were David Kleeman from kids’ research agency Dubit, David Di Bene from Toys “R” Us, Caitlin Gutekunst from content design/product development company Creativity Inc., U.K. “Toyologist” Peter Jenkinson, and WWE’s Kofi Kingston.
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Wikki Stix turns 30 this year. In 1989, Kem Clark, then a marketing consultant from Phoenix discovered the product “Sticky Wikki” and was intrigued by its versatility. When she realized that its inventor didn’t see the potential, Kem bought the patent and launched Wikki Stix (Omnicor Inc.) the following year. The colorful and pliable waxed yarn pieces proved to be as multipurpose as she expected. Today the award-winning Stix are used in homes and classrooms around the world as an art medium, a quick fix for repairs, as fidget toys and finemotor-skills builders. In the special needs market, Wikki Stix are a favorite among occupational therapists. They use them as tactile and pliable manipulatives, as a raised line medium for blind and low-level sighted people, and as a calming tool. “Made of a nontoxic wax formula, Wikki Stix are very easy to bend and shape. They adhere to almost any smooth surface with just fingertip pressure, and they’re virtually mess-free,” points out funandfunction.com, a website that specializes in products for sensory processing, ADHD, autism spectrum disorder, and other special needs.
With three lengths – 6, 8 and 36 inches – and in more than 20 different colors, the Wikki Stix line has expanded over the years to include 38 specific products for kids and two for adults: one stress reducer and one “Fixables.” As sticky twist ties, they’ve become handy household helpers. Current bestsellers are The Big Count Box, the highest priced item in the line; and the little Wikki Stix for Doodlers, the least-expensive item.
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industry news
On January 6, MAPP Trap’s hightouch, “Complete Compliance” service was launched worldwide. The program is headed up by the company’s new director of compliance, Marc Maybee. With more than 10 years of experience at Amer Sports, Maybee was responsible for managing and enforcing MAP, ECOM and distribution policies for the company’s iconic brands including Salomon, Suunto, Arc’teryx, and Atomic.
In this age of Amazon, brands must control their distribution channels to fully protect brand equity and profit margins, explains MAPP Trap’s CEO Ron Solomon. While MAPP Trap offers industry-leading tools to police e-commerce, identify online merchants and automate enforcement actions, many clients lack the internal resources and expertise to create and enforce the necessary policies. Under Maybee’s direction, Complete Compliance will become the resource brands need to create and successfully enforce their protection policies. From initial strategizing and the crafting of policies and enforcement templates – including the dissemination of compliance notices, do-not-ship lists, cease-and-desist letters, takedown notices, outbound calling and more – the program will help brands regain
control and recapture brand equity. During his time at Amer Sports, Maybee increased online compliance from as low as 45 percent to the current 95 percent, which is best-in-class for the industry. “We’ve used MAPP Trap at Amer Sports for two years, so I know firsthand how powerful its data is,” Maybee said. “Brands that have participated in our initial rollout have seen declines in the number of policy violators and gray-market sellers by more than 60 percent in just 30 days,” said Solomon. “And while that is happening, their prices are going up. We are excited to see Marc bring that success to all of our existing and future clients.” For more information about MAPP Trap, visit mapptrap.com, call 303-6705111 or email ron@mapptrap.com.
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Target did not have the strong holiday toy sales in 2019 that many expected, reports CNBC. On January 22, the retailer announced its toy sales were flat over the holidays compared with sales in 2018, although it continued to gain market share in toys based on data from NPD Group. Analysts point out that, in all fairness, Target had an incredibly strong 2018 holiday season. That was the year a variety of retailers – from Best Buy to Kohl’s – rushed into the toy market to fill the void left by Toys “R” Us. Target expanded its toy assortment and devoted more permanent space in its stores to toys, and ended up the most successful.
Creatively Classic Activities and Books LLC (CCA and B), the company behind the perennial best-seller The Elf on the Shelf: A Christmas Tradition, has announced the addition of two new executive positions. Michael Champion will take on the role of president, and Regan Holroyd will serve as the company’s chief administrative officer. They will work closely with founders and co-CEOs Christa Pitts and Chanda Bell, who are twin sisters. Since joining CCA and B in 2012 as chief legal officer and chief compliance officer, Champion has been an active member of the executive board and the architect of innovative business and legal strategies that have taken the company from a small, family-owned organization to a globally recognized IP company. Regan Holroyd joined the company in 2012 and served as vice president of human resources. Most recently, she was tasked with direct oversight of five internal departments and was appointed chairperson for the company’s leadership team.
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rep picks Magic Motion Cooking Set Hape hape.com
Fubbles Bubbles on the Go Little Kids Inc. littlekidsinc.com
B
Based on the new releases for 2020 they previewed in December, toy rep Sandy Ruben and a posse of rep principals from around the country compiled a list of favorites – a good cross-section of products that fill four pages. Some of the items are so new (Nerf Basketball Mini and Anniversary Rubik’s Cube Mini from Super Impulse, for instance) we couldn’t get images. Another, the Make Your Own Tiny Camper kit from Klutz, is featured on page 49. Many thanks to Sandy, Gordon Bortnick, Christine Blumberg, Lu Ketz, Ellen Shankman, and Erin Griffin.
Chaos Shashibo Fun In Motion Toys funinmotiontoys.com
Big Gem Diamond Painting Faber-Castell fabercastell.com
Pull Back 4-Wheel Dinosaur Truck, Aeromax aeromaxtoys.com
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Sprinter Paramedic Vehicle Bruder Toys brudertoys.com
Glow Sparkle Mattr Relevant Play relevantplay.com
Lalaboom Janod janod.com
Make Your Own Surprise Balls Ann Williams Group annwilliamsgroup.com Pea Pod Babies Thin Air Brands thinairbrands.com
Dimpl Digits Fat Brain Toy Co. fatbraintoys.com
Veterinarian Playset, Schleich us.schleich-s.com February 2020 — edplay.com 33
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rep s pick
Smart Max My First Sounds and Senses Smart Toys and Games smarttoysandgames.com
Blockaroo, Discover from Dr. Cool discoverfromdrcool.com Not It! The Good Game Company thegoodgamecompany.com
Froggit Smart Toys & Games smarttoysandgames.com
Split Wheel Stunt Truck Odyssey Toys odysseytoys.com
Dig It Up Puppies Mindware mindware.orientaltrading.com 34 February 2020 — edplay.com
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Day at the Science Museum Crocodile Creek crocodilecreek.com
Shape Factory Fat Brain Toy Co. fatbraintoyco.com
Top of the Rock Science Wiz sciencewiz.com
Unsolved Crimes University Games universitygames.com
Genius Star MukikiM mukikim.com
Creatto Shark, Thames & Kosmos thamesandkosmos.com
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Time to Evaluate Your Company’s Culture
Take stock of the old year and prepare for the new one. Are you creating a WOW factor culture? If not, watch out: you’re at risk of losing your best employees. With today’s healthy economy and incredibly tight labor market, workplace culture matters. A great culture produces happy, engaged employees who give their best, challenge themselves to grow, and consistently meet goals and delight customers. A toxic culture creates miserable and unmotivated clock-watchers. “In a strong economy, people have their pick of good jobs,” says Deb Boelkes, author of The WOW Factor Workplace: How to Create a Best-Place-to-Work Culture. “So if your culture is disengaged and toxic, your most talented workers will be looking to leave.” Chock-full of stories and best practices from well-known executives in corporate America, Deb’s book asserts that any type of business can create a “Best Place to Work” culture. It happens when leaders become role models; training and inspiring employees to create extraordinary products and deliver impeccable service, regardless of the price. By doing so,
an unparalleled experience is created for both employees and customers, making both groups feel special, appreciated, and respected. Now is the perfect time to look back at 2019 and see how you did, culture-wise, and then make improvements for 2020 and beyond. Here’s a checklist to get you started. Did you hire slow and fire fast? When a company is made up of talented, enthusiastic, hardworking people, employees won’t want to leave. That’s why you should hire only people who will fit in with the culture you’re creating, and weed out the bullies and others who create a toxic culture. You may be reluctant to fire people you yourself hired, but don’t wait ’til they do maximum damage. Fire them now. Did you make changes – even break things – to make WOW happen? The adage, “If it ain’t broke, don’t fix it,” is not the way workplaces become WOW factor workplaces. Adjustments should be made all the time in the name of improving customer service, providing a better shopping experience, managing inventory, and bringing the best products into your store. Not only will positive change excite your employees, it will give you all a common purpose. Sometimes you have to break things intentionally to enable WOW to happen. If that means training your merchandising
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manager to be a stock clerk, so be it. “If someone isn’t thriving, you owe it to him or her – and to your business – to make a change,” Deb says. Did you encourage employees to interview elsewhere? She’s is a strong believer in advice she learned early in her career: always be interviewing. It applies to managers looking to hire the best possible job candidates, but also to employees. Everyone should interview elsewhere from time to time. It’s one way to ensure neither the employee nor the business gets complacent. It’s crucial that employees know their value to the outside world. “Likewise, businesses need to be made aware how they stack up against competitive marketplace opportunities” Deb adds. “Don’t wait until your best team members have accepted positions elsewhere to reevaluate your employment terms and benefits. By then, their hearts and minds are out the door.” Did you mentor in the moment? Mentoring should happen every day, not just a few times each year during performance reviews. That’s why leaders should have
a smaller number of direct reports; more like five or six instead of 15 or 20. With a smaller group, leaders can talk to their mentees every day. It’s the best way to communicate with employees, as well as manage, mentor, and develop them effectively. Did you hold people to high expectations? WOW factor workplaces have a well-documented set of behavioral standards and performance expectations. When a team member isn’t meeting these expectations, for instance, leaders will collaborate with him to develop an improvement plan that spells out SMART goals (Specific, Measurable, Achievable, Reasonable, and Time-bound). Each party is responsible for holding the other accountable to his end of the bargain. The underperformer must either get his or her act together or move on to something else. “I have had to look dear friends in the eye and tell them they couldn’t keep a job because of something they’d done,” says Colleen Barrett, president emeritus and corporate secretary of Southwest Airlines. “You know, that’s hard. But I think the worst disservice is not telling someone she is not making the grade. That’s just ridiculous.”
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Time to Evaluate Your Companies Culture Did you nudge people out of their comfort zones? Strong leaders look for the potential in employees and then show that they have faith in them. They mentor them along the way. When you do this, employees are inspired to make the best use of their talents and push past their perceived limitations. Did you make them feel like they belong? With more than 500 employees around the globe, WD-40 does a good job of fostering belonging. “We do things every day to help employees be ‘better,’� explains CEO Garry Ridge. “We want people to feel good about themselves in many ways, not just emotionally but also physically. We help educate them. We help them deal with the stresses of life. A recent lunch-andlearn focused on stress management. It was two hours long. Massage therapists were here.� Garry reported that in the company’s most recent employee opinion survey, which had a 99-percent-positive response globally, the number-one response was, “At WD-40 Company, I’m treated with respect and dignity.�
Did you regularly go beyond the expected to delight your customers? Donald Stamets, general manager for Solage, an Auberge resort in Calistoga, California, allows employees to take the lead in this area. His Expected, Requested, and Delighted philosophy encourages staff to go above and beyond. For instance, if a guest is sick, employees can bring them free tissues and chicken soup without asking a manager. When leaders consistently motivate and inspire employees, fill them with purpose, challenge them, and make them feel safe and supported, the “WOW factor� permeates the entire culture. “You can always improve if your culture isn’t yet where you want it to be,� Deb concludes. “The new year gives you a fresh start. Commit to start moving in a positive direction and build a culture that will make you and everyone on your team feel lucky to work for such a great company.� With more than 25 years of experience leading superstar business development and professional services teams, Deb Boelkes is an the ultimate authority on creating best places to work
COLLECTION
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Q & plAy
by Tina Manzer
Meet Martha Finch
Are you afraid of the dark? Haha no! But if I was, Brightz certainly has the products to help with that! What song makes you dance? Anything disco makes us all dance! It’s my favorite genre of all time. What’s on your nightstand? Lots of books on two subjects: art and Spanish. I’m relearning Spanish after 30 years, and shaking the dust off my brain cells has been fun and challenging. As for the books about art, traveling to all the trade shows allows me to visit great museums across the U.S. What season do you resemble the most? This one’s tough because like most Midwesterners, I love the four seasons. But I’ll go with summer because of the colorful flowers. Summer is the time when I’m working in my garden – I’m out there every chance I can get. It’s the best way to catch up with neighbors as they stroll past with kids and dogs in tow. What does your ideal day look like? It better have 10,000 steps or I’ll feel guilty. Those steps would take me to interesting places all day. A cup of coffee and a slice of cake would top off the day to perfection.
Brightz, a 12-year-old company in Ottawa Lake, Michigan, makes unique LED light sets that spark nighttime delight. With them, bike-riding, lawn-game playing and picnicking can be enjoyed safely after dark, with exciting and colorful results. Martha, a former English teacher, was a stay-at-home mom when she and her husband Ron, an engineer, founded the company. In 2008, Ron installed lights on the underside of their son Eric’s bed so it would resemble racecars in “Fast and Furious.” When Eric saw them, he suggested the lights belonged on his bike. The product Go Brightz launched two years later. Since then, the company has expanded its line to include products like Toss Brightz for cornhole platforms, Hoop Brightz for basketball backboards and Locker Brightz and Cruzin Brightz for indoor fun. “We’re super excited to launch Brightz Kidz this year,” said Martha, in a recent interview. “We’re starting with Sparkle Brightz, a sweet new set of handlebar tassels that light up, and a cute new light called Spin Brightz. Stay tuned throughout the year as we roll out more!”
Do you enjoy being in the spotlight? Actually no. I love one-on-one conversations to get to know people and you can’t really get that when you’re in the spotlight. When was the last time you did something for the first time? The nighttime bike rides we do (called Glow Rolls) bring all kinds of first-time experiences. They often are fundraisers for local charities, so roads are closed for the events. We get to ride straight up the middle of typically car-packed streets. Sometimes we ride through parks that are normally closed after dark. It creates a new feeling with atypical views, too. What is your favorite mode of transportation? A bicycle of course! But planes top the list, too, because I love seeing cool geographic features from above. What gets you fired up? I try not to get fired up about anything. Stress is bad for all of us. Among your friends or family, what are you famous for? My sense of humor. I like to think I’m funny! See Brightz at Toy Fair, Booth #2071 February 2020 — edplay.com 39
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for your business information Tech Toys Become Touchy-Feely “It’s no longer enough to simply captivate a child on screen,” said an article about January’s Consumer Electronics Show in the Nevada Independent. “Now, companies are making interactive digital toys that blend traditional creative play with technology.” It was a major theme at the January show, wrote reporter Jackie Valley. The high-tech toys featured among the robotic litter boxes, massage chairs, and “too many smart-home systems to count,” stopped passersby in their tracks. Attendees who stopped for a demo of the tori Explorer Pack, for instance, held a tiny spacecraft in their hands and guided it through the air. “Thanks to a magnetic
insert, its journey appeared on a tablet in a video game-like presentation,” noted Valley. “The person’s hand movements controlled the vehicle’s destiny.” Another one, ThinkerTinker’s Octobo, pairs with a tablet and provides learning games and stories through a multi-platform approach. It’s being marketed as “the learning companion that comes to life.” “So rather than kids building a relationship with a device or a tablet, they’re building a relationship with an actual character,” Jourdan Johnson, Thinker-Tinker product specialist, told the Independent. Octobo and toys like it are an outgrowth of the fidgetspinner craze, said Ahren Hoffman, ASTRA’s director of training and education. “We realized, at that point, that our kids are really craving that opportunity to touch, to feel and have a tangible perspective on play,” she told Valley.
That doesn’t mean that new tech toys will replace traditional toys like blocks or craft kits, added ASTRA Director of Member Relations Sue Warfield. They spark creativity – so important to children’s development. However, parents shouldn’t tune out technology-driven play experiences, she told the Independent. “Children have to be prepared for the future, which will increase technology-wise.” Sue and Ahren recommended that parents follow the technology recommendations of the American Academy of Pediatrics when they purchase age-appropriate digital toys for their children.
Harry Potter Shop to Open in New York On January 9, Warner Bros. announced that it will open the first official Harry Potter flagship store this summer in New York City, next to the iconic Flatiron building at 935 Broadway. The store will house the largest collection of Harry Potter and Fantastic Beasts products in the world under one roof, with everything from personalized robes and Bertie Bott’s Every Flavor Beans to a brand-new range of house wands with a design exclusive to the New York location. Spanning three floors and more than 20,000 square feet, the space will provide fans with retail experiences designed to evoke the magic of the Wizarding World. “With so many dedicated Wizarding World fans, a cutting-edge retail environment and a community that embraces innovative experiences, New York is the ideal city
in which to launch a Harry Potter store,” said Sarah Roots, SVP Worldwide Tours and Retail, Warner Bros. Harry Potter New York will be part of an expanding portfolio of Warner Bros.-owned Wizarding World experiences that include Warner Bros. Studio Tour London – The Making of Harry Potter, and Platform 9-3/4 retail shops.
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Things that Keep Jeff Bezos Awake at Night An insight report developed by news resource Retail Dive, along with Grocery Dive, Supply Chain Dive, Marketing Dive, CIO Dive and Mobile Marketer, discussed two specific issues that should be weighing heavily on the mind of Amazon’s CEO. 1. How can I convince other businesses that I can play nice? 2. How will Amazon’s bets pay off in the next five years? The report’s goal in this discussion was to provide insight that could help businesses during the next wave of disruption. It’s coming, said Retail Dive, because it’s getting harder to drive profit from e-commerce. While Amazon has hedged against this by investing in technology, supply chain management and advertising, it is expanding its orbit to also include healthcare, banking, insurance, and other markets, According to Mark Power, founder and CEO of Amazon consultancy Podean and author of Amazon for CMOs, the e-commerce giant’s reputation as a bully is the cause of two of its biggest problems today: counterfeit products and brand safety. They have arisen, in part, because other businesses see Amazon as a competitor only, not as partner. “For this reason, improving relationships with third parties is likely to be a priority for Bezos going forward, if only because safeguarding the customer experience is a cornerstone of everything Amazon does,” Mark told Retail Dive. Some organizations are starting to see Amazon as a friend in certain segments of their business, even as it remains a foe in others, points out the article. For instance, Kohls’ move to accept returns from Amazon customers is driving traffic and sales in stores, says the retailer. Then there’s the concern over Amazon’s investments in cargo plane companies and air hubs, artificial intelligence and drones. Jeff must be asking himself how they will pay off. In this case, “anticipation,” not worry, may be keeping him awake, notes the report. “These moves have the potential to drive profits for Amazon going forward by eliminating costs related to third-party deliveries. “Given that Amazon has shown time and again that it doesn’t go after a segment unless it sees an opportunity to enhance the consumer experience, this means industry disruption – a central theme of Amazon’s modus operandi in its first 25 years – is likely to remain a focus in the future,” Retail Dive concluded. “In this environment, companies in many sectors need to fix their myopic outlook that ignores Amazon’s significant influence.” February 2020 — edplay.com 41
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for your business information
Good Smells Fragrance is a growing marketing factor for toys, especially for plush and girls’ jewelry, reports Auracell. The New Jerseybased developer of scented polymers for toys, gifts, and home air-care products says its sales to the toy industry have tripled over the last five years. “Fragrance provides added value, creating a competitive edge that leads to greater sales,” says James Sterm, Auracell’s director of marketing. “Kids are very astute, so matching a scent to the persona of a toy and having a wide range of readily identifiable scents has been important for us. The fragrance also must be long lasting so it is still effective when customers are shopping – after sometimes months of shipping, storage and shelf time.” Auracell’s base resin is Cellulose Acetate (CA). The environmentally friendly and sustainable plastic polymer is derived from wood or cotton pulp instead of petroleum. The fragrance is thoroughly absorbed into the material and “breathes,” which enables the scent to remain active for at least six months and often for as long as two years. “Humans can detect more than 10,000 different scents and remember nearly 35 percent of what they smell,” says Adam Bell, CEO of Rotuba Extruders, the company that developed Auracell. Founded in 1948 by Walter Bell, the privately owned, third-generation business is the largest independent global custom
compounder of the wood-based polymer Cellulosic. “Scent, as a feature, helps enhance the storytelling experience,” Adam adds. “It is paramount that we re-create a multitude of scents that people can detect so a toy can transport a child’s imagination to a donut shop, beach or forest. Fruits and candy scents including strawberry, bubblegum, cotton candy and cupcake are, by far, the most popular scents for toys, says Bell. But new food aromas like French fries, pepperoni pizza and other comforting smells are gaining traction, especially with children. Safety is the chief reason so many U.S., European and multinational toy markets rely on Rotuba for their aromatic offerings. “Fragrance adds another level of toy safety compliance, and Rotuba invested heavily in developing and testing a material that strictly adheres to ever-changing International Fragrance Association (IFRA) toy criteria and EU Allergen directives.”
Four Tips to Revive Your Customer Loyalty Program Digital disruption and new generational influences are making customer loyalty tough to hold onto these days, but fresh thinking on loyalty programs can win and retain customers, says a new report from KPMG International. Here are their recommendations. 1. Revitalize them. Responsible personalization, emotional connection and purpose-driven causes should be key considerations. Six out of 10 consumers are loyal because they have a personal connection to a company that, for example, commits to innovation, a charitable cause and/or the environment. 2. Keep it simple. Globally, 60 percent of consumers agree that loyalty programs are too hard to join and/or earning rewards is a challenge. Technical difficulties with redeeming awards are all likely to turn customers away. 3. Maintain relevance amid the noise. Forty-nine percent of loyalty program members agree they belong to too many programs. It’s no surprise that they forget they belong and lose track of their points. 4. Promote awareness and familiarity. Regular communication to consumers through social channels, email or advertising can help programs remain top-of-mind with consumers.
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The Year of the Customer by Beth VanStory
While 2019 was a year of big changes in retail, 2020 will bring even more exciting innovation. Retailers who embrace new technology, test new concepts, and deeply explore, understand and leverage consumer behavior will win. So, what’s in store? Physical shifts in stores continue First, we’ll see more closings of well-known stores. Brands that have failed to innovate won’t survive. One of the most recent to succumb is craft chain A. C. Moore, which is closing all 145 of its stores. Other brands will be reborn. Take Lord and Taylor, for example. Under new ownership, the renowned department store, which closed its large store in New
York City early in 2019, is opening a small-format pop-up store. Digitally native stores are also popping up in brick-and-mortar. Glossier, the back-to-basics e-commerce beauty brand, has partnered with Nordstrom to open store-within-a-store mini-boutiques. Expect to see more pop-up stores as both established physical retailers and online retailers test the waters and leverage the scarcity principle to drive purchases. Time matters Amazon has set the bar high for delivery. A recent study by Forbes shows that 88 percent of consumers are willing to pay for same-day (or faster) shipping. Smaller retailers who don’t have the logistics infrastructure will need to partner with delivery experts to satisfy consumers’ demands for instant gratification. To that end, even large apparel retailer Old Navy recently partnered with Postmates to offer sameday delivery. Data geeks required The amount of data from IoT devices, social media, customer
transactions, web browsing, store visits and more can quickly overwhelm retailers who lack the right analytics. Retailers who employ sharp data scientists will improve product development, better manage inventory levels locally, and optimize the customer experience seamlessly across channels. If you don’t have crackerjack quant jocks and IT geeks, the time to get them is now. They will be critical to driving revenue, reducing costs, and delighting customers. Alternate realities will enhance customer experience As the online experience continues to improve through the use of virtual reality, offline will benefit from technologies such as facial recognition and augmented reality. Customers can “try on” outfits or makeup, or even see how furniture will look in a room. IKEA’s Place App uses AR to let shoppers view its furniture in full-scale in their homes – a big timesaver and fun at the same time. AR is the critical technology behind visual search. Look for voice and video February 2020 — edplay.com 43
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The Year of the Customer
search to soar in 2020. Voice search already comprises 20 percent of Google searches. Retailers must implement schema on their sites to make them voice searchable. Global research firm Gartner estimates that in 2020, 30 percent of the searches will not use a screen. As for image search, Pinterest Lens is leading the way. In addition to driving more sales, these technologies could ultimately reduce returns – a critical challenge for many retailers with online customers says delivery and carrier management platform Paazl. While return rates to stores are around 8 percent, the figure for items purchased online jumps to around 25 percent. By enabling try-before-youbuy experiences, customers will likely feel more confident in what they buy (and not feel the need to order three sizes of the same dress, for instance). The lines between online and offline don’t just blur, they blend Research firm JRNI found that 75 percent of consumers research products online and then purchase in-store. Fiftyfour percent click and collect – they order online and pick up in-store. It gives retailers an opportunity to up-sell and cross-sell additional items or services. Other consumers operate in reverse – shopping in-store and then purchasing online. To best capitalize on shoppers entering their stores, sharp retailers will arm their employees with rich customer data. It makes the shopping process look something like this: • customers are identified when they enter using facial recognition technology; • an employee then references the customer’s purchase history; and • using a recommendation engine, provides personalized products that the data says he or she will like. Customer-first retailers will also arm their customers with useful tools to use in-store. At beauty brand Sephora, for instance, customers can use an app
to look for special loyalty program discounts and order items that are out-ofstock in the store. Outside of the store, they can test product colors and put them in their cart for in-store pickup. Localization and personalization hit center stage As the saying goes, all business is local. Tastes vary locally. Developing and stocking products that appeal to a local market will provide an advantage to retailers. Take Adidas, which is developing, producing, and offering for sale running shoes specific to local terrain and weather. On the personalization front, Levi’s offers custom embroidery centers for creating a unique look – right in their store. Social shopping explodes According to research firm GlobalWebIndex, 28 percent of internet users search for products on social media. In 2020, social channels will make it easier to purchase in-app. With Shoppable Links and posts and IGTV, Instagram is making inroads; it is already experimenting with a native payment system. Pinterest Shop features 17 U.S. small businesses that offer products from jewelry to apparel.
In 2020, TikTok is the channel to watch. Walmart recruited TikTok influencers to post videos of them dancing, showing off their great savings and encouraging others to take up the challenge, tagged the #SavingsShuffle. By late September, 26 videos tagged with the #SavingsShuffle together had racked up 450 million views. Now is the time to test social shopping. Retailers who embrace it will likely find success. If 2019 was the year that retailers woke up from retail apocalypse, 2020 is shaping up to be the year of the customer experience.
Beth VanStory is a partner at Chief Outsiders, the nation’s leading “executive as a service” organization. She specializes in helping consumer services, retail, media, technology and mobile app companies launch new products and grow revenues. She and the other CMOs at Chief Outsiders are available on a fractional or interim basis. For more information, visit chiefoutsiders.com.
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The Merchant of Venice
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Come see our new sensory toys at NY Toy Fair, booth #1235!
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Got a good toy stor(e)y to tell? We want to hear it! edplay has featured interviews with specialty toy retailers in each issue for more than 25 years. We talk about best practices, difficult challenges, what’s selling and what’s next. If we’ve missed talking about your store, contact Tina Manzer, tmanzer@fwpi.com.
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What do you enjoy most about having two stores, and being a storeowner in general? I enjoy interacting with my customers, and at Nana’s, seeing the kids grow up. It’s that social aspect, for sure, and it’s why I’m present in both stores and in the front a lot. I want to keep listening to customers; I want to know what they’re looking for, what they like and what can be improved. When they get excited and I can help them find that unique item it’s really fun. I like being an entrepreneur, being my own boss, working my own hours, making my own decisions and being creative. As owner of my stores, I’m part of a movement trying to save small shops from disappearing. Rent increases are a problem. The playing field needs to be leveled, because smaller retail businesses are a very important part of the economy.
building & fidgeting
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What’s your forecast for five to 10 years from now? More changes. I’ve got to keep changing to stay relevant. That means going to a lot of trade shows, and traveling to Europe. Summers I go back to Germany. Last year it was Italy, and the year before, England. I get so many new ideas when I travel.
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What standards do products have to meet before you bring them? They have to be high-quality, durable products that foster imagination. Or, like our outdoor toys, help develop coordination. I look for educational and safe items, and, if possible, environmentally friendly. And they have to be more of a classic toy; simpler, so the child interacts with it to figure it out, and not just press buttons and it lights up. Toys here also have to be exciting and fun, and maybe get the child outside and off screens. They also have to be unique. If I think they’re at Target or Walmart, I don’t bring them in.
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For over 25 years, teachers have looked to Teachers’ Choice Award winners for resources they can trust. Will yours earn the seal this year?
For the stories behind the toys, told by toy manufacturers, watch for our next issue, InspiredPlay, coming in March. Hear more about play value, skill builders, sustainable features, and bestselling benefits.
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Enter today at teacherschoiceawards.com.
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1. Little Cuties from Madame Alexander have a lively face, painted eyes and a soft body. At 8 inches, they are small enough for play on-the-go for newborns and older. They encourage imaginative, nurturing play anywhere. Three assorted styles, packed with a hangtag in a PDQ display, are available in March. MSRP $9.95 833-623-2632, madamealexander.com 2. FeltyBrightz are new! The mix of LED lights and fun felt icons – 14 styles in all – create a dazzling display for homes, parties, dorms and more. An 8-foot strand contains decorative felt icons and 18 LEDs. Using three AA batteries, they stay lit for up to 48 hours. 419-517-0049, orders@brightz-ltd.com
3. The Tac Boum Pom Wooden Tree is the newest addition to DJECO’s early learning category. By helping the little birdy send apples down the tree (tweet tweet!), little ones ages 18-months-plus can watch the colorful wooden balls swirl down the track and gather at the base. djeco.com 4. Hogsmeade – The Three Broomsticks Puzzle is the 11th Harry Potter 3-D puzzle model launched by Wrebbit3D since 2015, but it is the first one in a winter scene. With 395 pieces, it’s the perfect gift for fans age 14 and up. 855-787-8842 ext. 11 sales@wrebbit3dpuzzle.com wrebbit3dpuzzle.com
5. The Butterfly is the latest mechanical pet from Ugears, the company that re-creates the unique synergy between nature and mechanics in its amazing line of automatons. The Butterfly is equipped with a rubber-band motor, so it imitates the flutter of a butterfly using no external power source or batteries. info@ugears.us, ugears.us 6. The Sprite Deluxe is Micro Kickboard’s newest two-wheeled scooter, designed for ages 8 to adult. A classic, reborn! This lightweight, foldable, high-quality ride features a wide, chopper-style handlebar, an integrated tube light, and a rear reflector for added safety. Durable and smoothgliding, the Sprite Deluxe has a weight capacity of 220 lbs. wholesale@microkickboard.com.
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9 7. The Rock and Roll It! Micro Finger Piano from MukikiM is a tiny version of the award-winning original. It comes in Rainbow and Black & White with a full octave of notes. Also available – the Micro Finger Drum with six percussion pads from bass to hi-hat. Both have an integral speaker, button cell battery and keychain attachment. mukikim.com 8. Face Paintoos from Playmonster make face painting fun, easy and long-lasting. Kids apply the template like a temporary tattoo for a smudge and transfer-proof design. Easily remove it using one of the remover wipes included. 800-524-4263, orders@playmonster.com playmonster.com/brands/face-paintoos/
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9. Snapperz from Toysmith, available now, is an everlasting, snaptastic, fantastic fidget gadget. Grip it and squeeze for a satisfying snap! Snapperz is the fidget toy that is palm perfect for popping! Kids master the Snapperz with each measured squeeze. Grab. Snap! Smile. Repeat. For ages 3 years and up 800-356-0474 toysmith.com
Judi Rush developed School-Rite templates 40-plus years ago as “something fun that my son could use successfully on his own at home.” Since then, thousands of children have learned to write using the instructional handwriting guides, at home and in the classroom. In many ways, handwriting is a key to learning. Long before they go to school, young children are compelled to make letters, and early writing helps crack the reading code. Studies show that it helps kids become better spellers and authors, and gives them a sense of accomplishment. Schools that stopped teaching cursive are now bringing it back – the loss was connected to declines in creativity, concentration and memory retention. Judi’s guides do not teach by tracing. The templates make the pencil lift where normal lift occurs in the handwriting sequence so kids can feel the pencil flow through each letter configuration. There are 19 sets of School-Rite guides in all. They’re the only ones of their kind on the market. school-rite.com
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10. Twisty Snakes from The Toy Network are new and whimsical, and put a great twist on plush selections! With two sizes and a variety of assortments to choose from, your plush display has never been easier to complete or more profitable, with price points starting at $6.75 per piece. 877-777-4661, thetoynetwork.com
12. The Hybrid Ukadelic Ukulele from Kala mixes traditional wood with durable plastic. Each has a solid wood top with original etched artwork, and an arched plastic back that creates a big sound. Sturdy and rugged, and not even a little bit shy – take it where its voice can be heard! kalabrand.com
combines daring tricks with creative construction fun. After they build their own marble race track, kids ages 8 and up can watch the steel marbles perform high-speed tricks. Brilliantly innovative, Hubelino pi is compatible with building blocks from other leading manufacturers. info@habausa.com, habausa.com
11. The Petilou Africa Stacker & Bag, part of Le Toy Van’s 2020 collection of beautifully crafted wooden play pieces, is heirloom quality but priced under $50! 844-942-0761 service@letoyvan.com
13. Armchair Fun … For Seniors is NEW from Wikki Stix! It features easy, fun, engaging activities designed especially for elderly people looking for simple, creative fun. Made in the USA. 800-869-4554, info@wikkistix.com
15. Lock Blox peg-and-groove building blocks from Roylco provide STEM building-toy and fidgeting fun! Connect, slide and twist to build robots, castles, vehicles and more. Peg-andgroove configurations glide smoothly, turn easily, and hold snugly. A handful of blocks keep fidgety fingers occupied for hours! 864-296-0043, roylco.com
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18 16. Make Your Own Tiny Camper from Klutz is a build-it-yourself kit. Assemble the high-quality chipboard pieces for the vintage camper and then the fun begins! Use fabric, sequins, and other mixed media to customize the home-on-wheels with more than 20 DIY accessories – everything is included in the box. orders@klutz.com, klutz.com 17. Corgi Burger Macaroon is from a uniquely whimsical line from Douglas Company called Foodie Macaroons. By combining plush animals and favorite comfort foods, it takes food fads to an entirely new level of fun. There’s also Taco Chihuahua, Unicorn Ice Cream Cone, Watermelon Llama, and Avo-Cat-O. douglascuddletoy.com
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“The more I play with Fractiles, the easier it becomes to see life from different points of view,” said the late Beverly Johnson, co-founder of the magnetic tile toy company. “The process of arranging the diamond shapes on a board is soothing, and the symmetry of the results is like a balm. “Playing with Fractiles facilitates lateral thinking,” she added. “It improves the ability to recognize patterns, to solve problems in everyday life, and to look more deeply.” Fractiles are available in three sets: “Large,” with 192 colorful and flexible tiles and a 12-inch-square steel activity board; “Travel,” with 96 tiles and an 8-inch square board, and Fridge Fractiles, with 48 tiles only. They fit into many specialty toy store categories including tactile, math, art, puzzles and made-in-the-USA. They’re an easy sell to parents who want an educational, fun and creative toy. “There are not many brand new things, but there are always new combinations,” said Beverly. “Putting things together helps us learn.” fractiles.com
18. The Bunny Eggmazing Egg Decorator from Hey Buddy Hey Pal delivers the same fantastic spinning action as the original egg decorator to create colorful designs on large or extra-large hardboiled eggs. Each kit contains one Eggmazing egg decorator and eight nontoxic markers. Requires 4 AA batteries; not included. eggmazing.com
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products with imagination and play in mind. 855-214-6444 pinkpoppy-usa.com 21. SCREAMOS, new from Hog Wild, were inspired by the viral YouTube videos of “screaming” animals. Who knew that when they opened their mouths and used their little animal voices they would sound oddly like humans – screaming humans! Squeeze a SCREAMO to activate the sound. hogwildtoys.com
28. The Building Blocks & Bag from Le Toy Van features rubberwood pieces decorated with water-based paints. It’s a timeless classic – great for a preschool birthday gift. 844-942-0761 service@letoyvan.com 23. PowerHaus, WaterGame, Global Warning and Recycle Rally – four games from Adventerra Games North America – empower kids and teens to save planet Earth in an entertaining and educational way. The European board games feature rich content and attractive designs that are starting to make a splash with millennial parents in the U.S. adventerragamesusa.com
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24 Sometimes collecting is not about the collection, say Robert and Michele Root-Bernstein, authors of the book, Sparks of Genius, The 13 Thinking Tools of the World’s Most Creative People. They believe it’s about exercising critical cognitive skills, such as pattern forming and finding. At the same time, collections teach kids to cooperate by sharing and trading items with others. They work out the rules together and learn to play and invent collaboratively. In the end, they say, items in the collection serve as repositories for the “what” and “how” of life as children learn to think, to imagine and to reflect. But sometimes it is all about the collection – a child’s choice of items that simply have playability; that inspire an absorbing make-believe. TICO’s Sea & Zoo series from The Lazy Dog & Co. are both skill-building and fun. Each blind box is a kit with colorful micro building blocks and instructions. The result is a tiny detailed animal to keep or trade. 201-771-0039, thelazydog.com
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24. The Earth Plush from Celestial Buddies journeyed to the International Space Station last spring and became a social-media superstar. The 6-inch playful planetary pal, one of 15 stuffed toys in the line, provides a gentle introduction to the Solar System. celestialbuddies.com
25. The Stacking Train from The Original Toy Company features 18 charming wooden pieces for children ages 18 months and older. The cargo of colorful blocks and easyto-clasp animals can be loaded in the cars for a ride. Retail packaged in a window box. 800-899-4258 theoriginaltoycompany.com
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new & true 26
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26. Farm Eggs, a half-dozen, are part of Le Toy Van’s Honeybake imaginative role-play line. The six solid and sustainable rubberwood eggs come packed in a slotted wooden crate for tucking away at the end of the day. Ages 3-plus. service@letoyvan.com 27. Ask Me Anything is a fun, provocative and simple card game that features 500 thought-provoking questions that take players out of their comfort zones. Get to know family, friends and acquaintances on a deeper level. You might even discover new things about yourself!
Most of your customers probably have a pet. Almost 85 million households do, says the American Pet Products Association. Pet ownership has grown from 56 percent to 68 percent of all households in the past 30 years – something experts attribute to a change in our culture. “As Millennial and Generation Z consumers have become adults, they have embraced pet-owning and pet-loving lifestyles to a far greater extent than their elders,” says a recent article in Forbes. By the same token, the pet grooming industry is booming, and kids love to see poodles that have had a “pawdicure” or their pompons colored with pet-safe dye. When they’re not admiring real pets, kids can “color, wash, re-pet” the dogs, cats and bunnies in Crayola’s Scribble Scrubbies Pets sets. They include four Little Pets, a tub and scrub brush, six washable markers and instructions. Expansion sets are sold separately so kids can collect more. An app is available for transforming Scribble Scrubbie animals into digital pets. 800-443-7771
28. Valley of the Vikings from Haba, the 2019 Children’s Game of the Year in the German market, is strategic, exciting and chaotic. Players use a ball to knock down barrels and position Vikings on the dock. The first one into the water loses. 2 to 4 players ages 6 and up. info@habausa.com, habausa.com
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Senior Citizens Online
(continued from page 54)
Math & Language Manipulatives
• Before they buy they want all the details, including tax and shipping costs, and any limits to or important information about the items.
add
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4
Standard & Polyhedral Dice 5
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6.
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Trinity Insight, billed as “the human touch behind digital experiences,” is known for taking a dynamic, personalized approach to moving their clients’ businesses forward. Founded in 2006, Trinity offers UX design & development, search engine optimization, email marketing & automation, and conversion optimization. Visit trinity.one for more information.
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To make your website more friendly to older adults, “without infantilizing them,” Trinity offers these suggestions – and says that some are simply webdesign basics. • Senior citizens want an easy 1. Avoid small font sizes, and make it shopping experience. When they get easy to adjust the font sizes on your frustrated, they will find another channel. current site. Make sure there is a significant contrast among colors. • Trust is important in the e-commerce 2. Simplify forms, and use tools like auto process for customers of all ages, but complete and autocorrect. especially for older people. 3. Avoid rollover items. Adults with motor problems may have a hard time Senior citizens also operate on the keeping a mouse stable as they navigate internet at a slower pace compared to your pages. younger users. They are 40-percent 4. Optimize for tablets and mobile slower, on average, at completing web devices. Older adults are more likely to tasks, and they are more likely to give use tablets for their online usage. up on a task that they find difficult.
Timers ~ Spinners ~ Pawns & Chips
Tel: 1-800-899-0711 Fax: 617-482-3423 www.KOPLOWGAMES.com
ADVERTISER INDEX Company
Page Website
Page Website
Amahi Ukeleles
19
MW Wholesale
55
mwwholesale.biz
Brightz
21 brightz-ltd.com
Pink Poppy
41
pinkpoppy-usa.com
3
Playmonster
inside front cover
playmonster.com
Catalog Solutions Crayola
catalogsolutions.com
42 crayola.com
Crazy Aaron Enterprises Inc. DJECO US
5
puttyworld.com
20
djeco.com
16
edcpub.com
back cover
FatBrainToyCo.com
EDC Punblishing/Usborne Fat Brain Toy Co.
amahiukuleles.com
Company
Roylco
45 roylco.com
School-Rite
23 school-rite.com
Sentosphere USA
7
sentosphereusa.com
Teachers’ Choice Awards
45 teacherschoiceawards.com
The Good Toy Group
24
goodtoygroup.com thelazydog.co
Fractiles
25 fractiles.com
The Lazy Dog and Co.
23
HABA/Habamaass Corp.
30
habausa.com
The Original Toy Company
17 theoriginaltoycompany.com
Hubelino GmbH
15
hubelino.com
The Toy Network
38
thetoynetwork.com
Kala Brand Music Co.
11
kalabrand.co
Toyfest West - WTHRA
31
toyfestwest.com
Klutz
13 klutz.com
Toysmith
Koplow Games
53
UGears
37 ugears.us
Madame Alexander Doll Company
25
madamealexander.com
Valtech
28 magnatiles.com
Micro Kickboard
14
microkickboard.com.com
Wikki Stix
27
wikkistix.com
MukikiM
26 mukikim.com
Wrebbit Puzzles
29
wrebbit3d.com
koplowgames.com
9 toysmith.com
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Senior Citizens Online
What the Data Reveals by Tina Manzer
Senior citizens are not tech-phobic old people, says Trinity Insight, a company that provides optimization, digital and e-commerce services. That couldn’t be farther from the truth, and they have research to prove it. Seniors look a lot like Millennial and Gen-X shoppers; when asked what they do online, 82 percent of older adults say they use search engines and 69 percent use social media daily. And they love video content! It’s just as popular among older adults as their younger counterparts. “You can learn to appreciate and market to this demographic, or you could be left running to catch up with them over the next decade,” notes an article on trinity.one. Here’s what research from the Philadelphia and Rochester, Minnesota-based tech company revealed. Seniors are increasingly tech-friendly There is some truth to the myth that older people are less tech savvy, and
compared to members of the younger generation, they’re not on the internet as often. However, their adoption rates continue to climb. In 2016, Trinity revealed that roughly 75 percent of adults over the age of 75 go on the internet each day. Furthermore, 82 percent of 65 to 69-year-olds use the internet daily, compared to 44 percent of adults over the age of 80. Daily internet use declines as senior citizens age, but the decline isn’t as rapid or dramatic as you might think. Older adults impact e-commerce trends The role senior shoppers play in the modern e-commerce market cannot be ignored, says Trinity. A report from BigCommerce and Frost Investment Advisors in 2017 revealed that baby boomers make up 41 percent of the e-commerce market. These boomers, typically age 65 to 74, have seen an average 25-percent increase in their overall income since 2001. Millennials, by contrast, have seen an average 18-percent decrease in their income and spending power. “This isn’t to say that marketing to younger customers needs to be adjusted, but rather to point out that promoting e-commerce content to older adults isn’t a toxic business decision,” says Trinity. “Senior citizens are proficient e-commerce users and have the buying
power to shop on a regular basis.” More are coming Ten years from now, one in five American residents will be of retirement age. By 2035, people over the age of 65 will outnumber children under the age of 18, according to the U.S. Census. As older generations expand, so too will their knowledge of technology. By 2035, people in their 40s today will be approaching retirement age. Among them will be early adopters of the internet. By then, they will have used the web for several decades. Even those who are not avid internet users now will have 15 more years to get on board. They require a different experience Seniors may be taking a larger share of the online shopping market, but it isn’t necessarily because companies are selling different items. Instead, it will be due to a slow shift as the buying experience caters to seniors’ needs, predicts Trinity. It pointed to a report released by Commonwealth Bank in Australia, which shows how the shopping experience varies between older and younger adults. Here are some highlights. • Older shoppers still prefer brickand mortar-locations. They want to touch and try the items before they buy them. For staple items, they switch to online shopping. (continued on page 53)
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Visit us at New York Toy Fair!
at booth #2815
at booth #6919
www.mwwholesale.biz
info@mwwholesale.biz
800.296.9485
2140 West County Rd C Roseville, MN 55113
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