Edplay January/February 2022 by Fahy-Williams Publishing

January/February 2022

Dedicated to the Specialty Toy Industry

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by Kevin Fahy

Unchained Melody I have often thought it funny when world events make us all feel as if we have suddenly become experts on topics that until recently we had never even heard of. Over the past two years, for example, I’ve heard people debating the merits of monoclonal antibodies, messenger RNA, herd immunity, etc., as if they were participants in an epidemiology seminar. At recent holiday dinner tables, the talk seemed to have turned from virology to logistics (which is probably a good sign in itself). For veterans of the toy industry, the term “supply chain” was quite familiar, but for most people it was every bit as mysterious as the “spike protein.” For the uninitiated, a supply chain is simply the network of companies and organizations that provide goods and services to a given business, making it possible for that business to produce whatever it produces. Most chains have grown much longer over the years, and have more links than you might think. Back in the days of the robber barons and the great monopolies, conglomerates often sought to control every step of their process from start to finish. They owned the farms and mines and forests where raw materials were obtained, they owned the railroads, the factories and the retail outlets. They bought out their suppliers (and their competitors). You might expect that model to be more efficient than our current situation, but it is actually the reverse. By breaking the process down into all its component parts, and bidding out each part, a company can produce better products, and deliver them more quickly and less expensively. Take publishing, for example. A hundred years ago, it was not unusual for a publisher of books or magazines to print its own products, but over the course of time printers and publishers gradually decoupled. By the time I entered the industry in 1976, newspapers were about the only publishers that commonly owned printing presses, for obvious reasons. As it happened, however, my employer was one of the throwbacks, a publisher of books, magazines and various teaching aids that was housed in the same building as a printing company. I worked in the editorial department upstairs, while the ground floor was mostly devoted to machinery. It would seem as though there would be advantages to such an arrangement, but it never seemed to work out that way. Every printing company is efficient only to the extent that a given publication fits the presses and other equipment that it has. If a product is the wrong size, color, print run, binding or whatever, then the cost is out of line. Since we didn’t have the option of printing somewhere else, we ended up simply paying too much. Years later, when I got involved with founding a publishing business myself, one of the things I was careful to avoid was a too-close relationship with a printer, let alone ownership. We deal with a number of printers and constantly evaluate others, based not only on price, but also on quality, turnaround time, flexibility, customer service, etc. A similar process has happened on the editorial side. We are much more likely to engage freelance writers, artists, photographers, and so forth than we were in the old days. When you add in all the other contractors that every business needs, like tech people, legal services, accountants, and so on, you

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Wordplay

Unchained Melody by Kevin Fahy

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Wordplay (continued from page 3) realize that we have constructed quite an intricate supply chain, and that’s before we entrust our product to the United States Postal Service. At any rate, you get the point. If the supply chain has become complicated for small businesses like yours and mine, just imagine what it is like for, say, an automobile manufacturer. On December 5th, The New York Times published a helpful timeline of the events that led to the massive supply chain disruption that has so roiled the world economy. As you would expect, it began with the eruption of COVID 19 in the winter of 2020. In March that year there was a sudden, dramatic drop in both production and demand, as people everywhere retreated into their bubbles. Under the circumstances that was not surprising, but the slowdown turned out to be much more brief than expected. Almost immediately, there was an enormous worldwide demand for personal protective equipment (PPE), another term we were previously unfamiliar with, along with household paper products and cleaning supplies. China quickly ramped up production of masks, surgical gowns, and so forth, and began shipping them by the billions to ports across the globe. Unfortunately, most of the world didn’t have anything to trade back, and shipping containers piled up in hundreds of far-flung locations. The first real malfunction in our system occurred when China ran out of shipping containers. The next step was the recovery of consumer demand in the U.S. and other developed nations, which increased to full bore as 2020 unfolded. That would be a good thing, except that there was a catch to it. The demand was different than it had been prior to the shutdown. People were not wanting to spend money on travel, entertainment, or dining out. Those are big industries, and most of the money which would normally be spent on them was instead going to more tangible things that were meant to be used at home. Instead of concert tickets, somebody might buy a new stereo. That shift from services to goods

compounded the shipping problem, as did an increased reliance upon online shopping. Ecommerce had been growing rapidly for years, of course, but really shot up in 2020, meaning that consumers were not participating in the shipping process themselves, leaving more work to be done by other carriers. It was the U.S. government, though, that threw gasoline on the fire. However necessary all of the bailout spending may have been, it’s not possible to inject trillions of dollars into the economy without some unintended consequences. Demand surged. U.S. ports were overwhelmed, and cargo ships backed up into the ocean, particularly along our West Coast. The Danish shipping giant Maersk recently reported that on an average day it has 84 stalled vessels, each of which will wait about 18 days to dock. Once those ships are finally unloaded, all those products have to wait in line to be picked up by land carriers. It’s not so much the shortage of trucks, although there is one, as it is the shortage of truck drivers, which existed pre-COVID but has grown more acute. People being people, they have responded to the perceived shortages by ordering more of things, and ordering them earlier. We’ve created a vicious circle, and frankly I don’t see how it could not cause inflation. Being an optimist, I’m hoping that the trend lines will change in a few months. In the meantime, I think we would all be well advised to consider our own chains.

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

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HOT TOYS How Mildred & Dildred Became the Go-To Toy Shop in Tucson

Employee Nikki Brzescinski created watercolor illustrations to enliven mildredanddildred.com. The images identify each product category.

by Michael Nocella

f you happen to find yourself in Arizona’s second-largest city, be sure to stop in at Mildred & Dildred. It’s a toy store on Swan Street, a busy thoroughfare, but trust me – you can’t miss “Mil & Dil.” The bright blue building stands out against the desert landscape and is further amplified by bright red trim and a white picket fence. Owner Autumn Ruhe, a Tucson native, earned a degree in art history before opening her store in 2007 when she was just 25. Since then, the alumna of legendary local shop Mrs. Tiggy Winkle’s Toys has been creating her own brand of whimsy and fun. The community loves it – Mil & Dil was voted “Best Toy Store” four times by the readers of Tucson Weekly. But as all specialty toy retailers know, remaining number one requires work. That’s why Autumn took the plunge on a second location in 2019. Then the pandemic happened. A move The original Mil & Dil opened at La Encantada, Tucson’s luxury outdoor shopping center. Right from the start,

there was enough ricochet traffic from a nearby Apple Store to keep business steady. A loan from Autumn’s grandfather funded the startup, and the store’s name pays homage to the stories he told about two mischievous sisters. Mildred and Dildred were always getting into trouble, but their grandfather always came to their rescue. Autumn’s was the only toy store in La Encantada, but not the only one in the city. When the owners of Kid’s Center, a toy mainstay in midtown, retired in 2019, Autumn purchased their building and made plans for a second location. “We had been thinking about it, but we didn’t want to step on any retailers’ toes,” she told This Is Tucson, a local event app, that October. “Clearly, though, that part of town likes toy stores because Kid’s Center was open for 30 years!” At 3,000 square feet, the space was twice the size of her shop at La Encantada. Autumn’s plans for it included more space for storage and a larger book section. The grand opening was scheduled for spring 2020. “When COVID hit, we thought it

was better to simplify, so we closed our original store and opened here, officially, in January 2021. “I was scared to leave the mall,” she admits. “I wasn’t sure we would make it on our own, but it’s been great. We’re doing better here than we ever did at the mall because our new space is more central. And now, we’re the only toy store in town.” The mix Thinking back to her start 15 years ago, Autumn recalls not knowing what to order to stock the shelves. One of the first items she brought in, seemingly on a whim, was Kidoozie’s Hide N’ Squeak Eggs, “We’ve sold hundreds of them since we opened,” she said, proving that her gut instinct is spot on. The same thing happened with Two Bros Bows. “They’ve been our top seller for the last two years. They’re not new and I’m always surprised by how well they do.” Autumn credits her staff of six – four of whom are part-time – and toy reps for helping her curate her mix. She also spends a lot of time sifting through

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Instagram feeds for new product ideas. She is not a regular at the annual toy markets, but she is planning to attend Toy Fair this year. “I have a pretty meandering approach at shows. It could use some improvement!” Autumn explains. “I like to keep in mind my personal blind spots. I’m not a sporty person, and I was never really into science stuff, so those sections of the store get a little neglected. I need to put my efforts into finding out what’s new and what’s selling in those categories, so talking to reps and seeing the products in person helps.” The Mil & Dil in-store shopping experience is both fruitful and fun. “People like the expertise of the staff here. Amazon isn’t going to brainstorm with you for an hour to find the perfect gift for your 3-year-old granddaughter who loves dinosaurs and ballerinas … and then wrap it for free.” The challenge during the pandemic was to make sure the same experience was had online. “Before COVID, our website was for information only, so we had to quickly load our product to give remote shoppers full access to our inventory,” explains Autumn. “We got creative and offered Pandemic Survival Kits for different age ranges – anything to make shopping online a little more fun.” Today, mildredanddildred.com presents the store’s deep assortment

The custom illustrations of store staffers help bring the website to life.

under five headings, including “Holiday!” Under “Play” for instance, there are 11 different categories ranging from classic toys (tiger-patterned marbles, Colorforms from Kahootz, Jellycat’s Cocoa Bear) to games & puzzles (Mexican train dominoes, Ravensburger jigsaws, Buildzi). Play also encompasses toys for infants & toddlers, travel toys, music & instruments, and “trucks, trains, and building.” You can tell what the artistic storeowner loves best. The arts & crafts category includes 11 pages’ worth of big kid projects, little kid projects, stationery, colors and supplies. “Read” – a heading on its own – lists 13 different categories organized by age, plus bilingual books, Tonies, and graphic novels among others. Under “Learn” is a category called Fuel for Change. The books it features (When You are Brave, Superheroes are Everywhere, Stories for Boys Who Dare to be Different) “highlight amazing people who have changed the world for the better, and inspire kids to do more of the same!” “Fun Stuff” is just that: stickers, socks, sweets, cute things from Japan and a special category, Arizona Dreamin’. It features everything from horse figures from Schleich and plush cacti from Jellycat to collectible stickers from Tucson company Turtle’s Soup.

Kristin

The staff One employee has been with Mildred & Dildred since its start; another for 10 years. “People who work here tend to stick around for a while, which helps grow our identity, I think. Our customers always see the same faces.” The joy in their work is evident, particularly in the look and feel of mildredanddildred.com. “Our employee Nikki Brzescinski put it all together, including how it looks,” says Autumn. “She did the illustrations. She did everything! “I think that aspect of our business legitimizes us in people’s eyes,” she adds. “The website has become an amazing way for people to find us, and to also get a feel for who we are and what we carry.” The efforts of individual staff members help create a toy menu that has something for everyone, and their changing “Staff Picks” create personality on the website. For instance, Faye’s posted choices include the Caldecott medalist Bear Island, about a little girl – and a bear – who come to terms with loss. Lindsey recommends Cat Parade Twist Up Watercolor Gel Crayons from Ooly and the Calico Critters Midnight Cat Family. Kristin lik Planters Gonna Plant Women’s Socks. In 2022, she and her staff face two challenges, says Autumn. 1. Getting new

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While some shelves are packed, some remain lean as Autumn waits for orders to arrive. Until then, it’s a constant rejiggering.

product in. 2. Figuring out where to put said product. “Sales have been great, but supply has been a challenge,” she said pre-Christmas. “I think we did a pretty good job staying ahead of it, but we’re still out of key items. Our dolls section, for example, is looking pretty slim, even though I placed orders a month ago.” When they finally arrive, Mildred & Dildred’s new extra space may not be

quite big enough. “We’re stockpiling toys. They’ve overflowed into my garage at home. It’s challenging keeping so much stuff organized.” Autumn is hopeful that in 2022, she’ll be able to offer her popular in-store events again. “We used to have great story times before the pandemic happened and we haven’t been able to get back to them just yet. I would love to reintroduce them this year in our new space.”

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NEW YORK 2022

February 19 through 22 Jacob Javits Convention Center

T by Michael Nocella

his time a year ago, we were all looking forward to an inperson Toy Fair that, because of COVID, had been moved from February to May. We held our collective breath and watched pandemic numbers fall and spike and fall and spike around the world until the Toy Association reluctantly canceled the event. Toy Fair Everywhere and other virtual marketplace events helped keep the market churning, but we all mourned the loss of toy industry togetherness.

2021’s cycle of anticipation and letdown has only increased the excitement for Toy Fair 2022. To discover what’s in store there this year, we turned to Kimberly Carcone, the Toy Association’s senior vice president of global market events, and Pamela Mastrota, executive director of the Toy Foundation. Robin Raskin, creator of Toy Fair’s new Welcome to the Metaverse educational programming track, offered insight on what the metaverse means to the toy industry.

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Robin, why is “Welcome to the Metaverse” important? What will be the impact of the metaverse on toys and play, both short- and long-term?

metaverse dressed in your favorite makebelieve clothes. And with AR, you might use your virtual set of crayons to color the Empire State Building your way.

Robin Raskin: Think of it this way: Web 1.0, or the early web, was about visiting websites to find information. Web 2.0 was about social media; letting you interact with each other and brands. Web 3.0 is about actually entering the web to play, socialize, and get educated. That means something like becoming an avatar and actually entering into new worlds. The short term is about experimenting with the concept. The longer term is seamlessly blending the worlds together. This gives toy and game makers the opportunity to literally make a digital representation of their physical property. Your favorite plushy animal can become your avatar adorned with accessories. You’ll play with other friends in the

So the purpose of this programming is to get us all thinking about the ways toy brands can merge with AR/ VR and with an immersive web. RR: Yes. And the possibilities are endless. We need the toy industry to understand and begin to dabble in this new world not only to increase revenue but also to foster connections with their audience. To do that, we’re bringing some of the best thought leaders to Toy Fair to give you a taste of what this looks like. It’s in the Toy Association’s DNA to lead the industry to new places. We need to get used to the idea that kids will play with toys in their physical and virtual lives, and probably not see

the difference we see as a different generation. They’ll be willing to outfit their avatars, buy sneakers and funny pieces of art, and decorate their virtual homes. Amazingly enough, sometimes they may be more willing to put dollars into this new world of virtual items than into their physical items. It’s only the beginning of the metaverse and there’s a lot to figure out, but the idea is to think about the interactions toy brands want to have with their community in a new world. How do you imagine retailers adapting to the metaverse? RR: The first thing to figure out is what sort of relationship the retailer wants to have with its audience. Some apparel companies let kids dress their avatars. Others let them create their own fashions for avatars. Toy brand Roblox, for instance,

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creates game environments where kids earn in-game currency as they play. Another brand, Fortnite, offers equipment and virtual merchandise. Companies are releasing their products to the public in the metaverse, or they are sponsoring concerts or special entertainment events. It starts with strategizing about how you want your brand to interact with your community. I think retailers are going to start to think about themselves as destinations where consumers can explore, not just buy. When you can buy everything without leaving the house, retailers are challenged to create an environment of discovery and innovation. Maybe a shopper goes to a specialty toy store for a “science day” or maybe there’s a VR station where kids can play with some of the toys they love before buying. Specialty stores should be thinking of themselves as the center of their play communities and creating an atmosphere that embraces physical and virtual play. Will there be a metaverse TOTY category? RR: That’s an interesting thought. Remember Neopets? Carmen Sandiego? Sim City? These brands began their lives in digital form and then became physical. I believe that games born in the metaverse will have the brand and licensing extensions in the real world. The worlds will blur together and the best play experiences will win. I think you’ll see the beginning of that at Toy Fair 2022. ___________________________________ Kim, in addition to Welcome to the Metaverse, what will be “new” at Toy Fair in terms of format, features, and exhibit floor layout? Kimberly Carcone: For starters, the renovated and expanded Javits Center will offer an additional 44,000-plus net square feet of space, which provides more opportunities for networking and unique show

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experiences. One of them, a conference track called “Brands Untapped,” will highlight creative collaborations between toy companies and high-profile partners. Collaborators span the apparel, food & drink, hospitality, live event, video game, film & TV, and publishing industries. The Toy Association’s trends team will host its annual Toy Trend Briefing for media, retailers, and marketers alike presenting toys straight from the tradeshow floor as examples. Adding on to it will be a keynote address from Trend Hunter CEO Jeremy Gutsche, who will offer tips on innovation and disruption within the toy space, and advice on decoding emerging trends during times of rapid change. What pandemic precautions will be taken? KC: The health and safety of our

guests is paramount. Ensuring that all attendees are aware of the city’s safety requirements for gathering inside the Javits Center (and all other indoor activities in NYC) is a must. Masks are mandatory, as are vaccinations. Per city guidelines, everyone entering the Javits center will need to show proof that they are fully vaccinated for COVID-19. How many exhibitors do you expect? How many buyers? KC: While Toy Fair remains a mustattend stop on the toy-buying circuit, we are not expecting the same level of participation as we’ve had in the past. The industry has changed, businesses have consolidated, and many have become accustomed to virtual meetings. Nonetheless, the show is solid and strong. We can’t wait to unveil hundreds of thousands of new toys and games, rich

educational programming, trend-spotting opportunities, and inspiring innovations from around the world. edplay readers include small, independent toy stores. What aspects of Toy Fair will be particularly appealing to them? KC: Toy Fair offers something for everyone. Independent toy stores will be able to browse an array of unique products spanning everything from educational/STEAM toys to tech innovations, arts & crafts, games and puzzles, dolls and collectibles, and more. We are also working in partnership with ASTRA to bring additional educational sessions focused on the needs of independent retailers.

(continued on page 18)

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Pam, what stands out about this year’s Toy of the Year Award nominations? Pamela Mastrota: Each nominee represents the creative and innovative spirit of the toy community, from screen-free audio players and STEAM construction toys to imaginative playsets and even toys for grown-ups. Finalists were selected from 623 nominees submitted in 16 different categories. Twenty-three judges, including toy and play experts, retailers, academics, and journalists reviewed and

ranked the products before determining the finalists. They consider each product’s creativity, design, and play value. There’s a new category this year – Grown-Up Toy of the Year. PM: Yes, it was created to recognize toys developed primarily for grown-ups/ kidults. These toys are often fueled by fandoms, social media, and adult humor. The kidult toy trend is growing in the industry, in part due to the pandemic – more adults than ever are turning to toys and play. Research links play with a number of wellness benefits in adults such as reducing stress, boosting life satisfaction, and empowering people to be creative, flexible thinkers.

According to Toy Association President and CEO Steve Pasierb, the Javits Center is one of the safest venues in the country in which to come together right now. In addition, Toy Fair participants will be required to follow New York City’s indoor activity guidelines and the Javits Center’s policy of proof of vaccination for admission to events. “These standards and strict vaccine and mask requirements hold true for our team, our exhibitors, attendees, media, contractors, sponsors, friends, family − everyone without exception,” he said. “And yes, without exception includes medical, religious, and political reasons.” Attendees are encouraged to download the NYC COVID Safe app and complete the Photo ID and Vaccine Verification before arriving to expedite the admissions process. To stay informed about the latest news, programming, and safety protocols at Toy Fair, visit toyfairny.com.

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The pandemic continues to challenge 2022 event planners. Here’s what we’ve heard. The Consumer Electronics Show Deletes a Day Las Vegas Convention Center Wednesday, January 5 to Friday, January 7 Toy Fair’s new metaverse programming will get toy industry professionals thinking about tech, and at CES, it was expected that tech professionals would ponder children’s toys. But just days before the show started, no one knew just how many tech professionals would arrive in Las Vegas. Because of the Omicron surge, a number of big companies had backed out, including Microsoft, Google, General Motors, Amazon, Twitter, BMW, Procter &Gamble, and Meta Platforms Inc. (formerly known as Facebook). On January 3, show organizers reported that attendees were still decideding whether to travel to Las Vegas or participate in the

virtual show, an option announced last summer. In addition to the safety measures already in place, the Consumer Technology Association eliminated activities planned for Saturday, January 8, cutting the four-day event down to three. CES usually draws more than 170,000 attendees and 2,200 exhibitors, and up to 30 percent come from foreign countries. After earning a reputation as a launch pad for the latest in consumer gadgetry, CES is becoming more of bellwether for longer-term trends, including self-driving cars and artificial intelligence. This year, new categories included NFTs, space technology, and the metaverse.

Spielwarenmesse Moves Forward with Expected Lower Attendance Numbers Nuremberg Exhibition Center, Bavaria, Germany Wednesday, February 2 through Sunday, February 6 In early February, exhibitors, visitors and media from Europe and around the world are scheduled to meet in Nuremberg again. Despite the pandemic, “numerous important, international events have proven that they can protect their participants and, at the

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2,843 exhibitors from 70 countries in 2020. The decrease is partly attributable to travel restrictions in Asian countries. same time, fulfill the need for genuine encounters,” says Spielwarenmesse eG. “Of course, we continue to monitor the virus situation closely and will keep you informed of new developments.” Christian Ulrich, spokesperson for the executive board, notes that the generous hall layouts and a continuous supply of fresh air are big safety pluses. In addition, “The hygiene concept we have developed with the health authorities and venue operator NürnbergMesse will ensure that the Spielwarenmesse is held under safe conditions.” The organization expects that the number of people attending this year will be roughly 80 percent of the number of its last in-person event in 2020. More than 1,800 exhibitors from 64 countries had confirmed their participation in Spielwarenmesse by January 1, down from

A New Venue for ToyFest West The Expo at World Market Center in Las Vegas Wednesday, March 9 through Friday, March 11 This year, the Western Toy & Hobby Representatives Association (WTHRA) welcomes toy professionals toThe Expo at World Market Center Las Vegas. The newly opened, purpose-built tradeshow facility is located downtown and offers a surprise bonus for ToyFest West attendees – access to permanent showrooms that feature crossover gift and accessories lines. Since 1961, when the first WTHRA show was held for manufacturers and retailers on the left side of the country, attendance has steadily increased. Today,

show participants travel from 47 different states plus Canada and the U.K. They find the beautiful western weather, easy arrival and departure, and spacious convention facilities to be a winning combination, says Blake Goldenberg, chair of WTHRA’s board. Participants also enjoy the casual, reunion-like atmosphere of the event, he adds. “Those of you who have joined us at our annual tradeshow know exactly what I’m referring to. At ToyFest West you’re treated as if you’ve just come home to see your family. The show is set up in an open environment with open booths, welcoming buyers to browse. You won’t feel rushed, but relaxed and productive instead.” In terms of safety measures, the show will follow Clark County and Nevada State Guidelines at the time of the event.

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Things that Make You Smile The story of MukikiM, the company responsible for award winners like the Rock & Roll It Piano and The Genius Square, is a love story of sorts. In the early 2000s, founder Zvika Givli was looking forward to travelling the world after his release from the Israeli army. Then he met a girl at a party. “I already had a visa to India!” he exclaims. “Meeting her changed my plans.” They were married and after jobs overseas, settled in Milwaukee. In 2012, MukikiM was launched. On the eve of the company’s 10th anniversary, we talked to Zvika about his role in his company’s success and new, potential award winners coming up. You have degrees in biotech engineering, and finance & international commerce. You grew up in Israel and worked there and in China for international companies. How did you end up in Milwaukee, and how did you end up in toys? Zvika Givli: After three years in China managing a food gifts factory, it was time to extend my contract. My wife preferred that we close that chapter in our life and move on to the next one. I had job offers from other companies in China and in Vietnam, so we considered continuing our adventure somewhere else or going back to Israel. My wife is from Milwaukee, so in the end we continued our adventure here. I managed a local factory but missed

Players of new Genius Gems must match their gem patterns to those that appear on the game dice. Inset: Zvika Givli

the challenges of my previous job. I always wanted to have a company of my own, and when I came across a cool toy called Mini Flyer – it was a sensor like a ball that elevated and hovered based on hand motions – I started a company to distribute it in the USA. We don’t sell it anymore, but MukikiM offers many other cool toys and games in 10 different categories. They’re available here and in Europe, Japan, Korea, and several Latin America countries. In terms of ending up in toys, I grew up in the 1980s when there were no screens. I was always playing with toys, making up games, and using my imagination. What skills from your previous jobs help you succeed as a toy manufacturer? Manufacturing management skills in general, and manufacturing in China, specifically. I managed 1,200 workers in a factory there; I came from a different culture and I was young, so it was a big challenge. I didn’t speak Mandarin, but more challenging than the language was the culture. Today, understanding

the Chinese culture in terms of doing business helps me a lot. MukikiM products, like many other toys, are produced in China, and I can look at the production from the factory’s perspective. I understand the bottlenecks and the supply chain challenges and ways to overcome them. Where do you look for toy inspiration? Did you invent any of MukikiM’s offerings? I personally haven’t invented a toy from A to Z, but I contributed to some ideas and early-stage product development to make the toys more commercial, for instance, and to make them more engaging for kids at play. I get my inspiration from playing with my kids – three girls ages 14, 12 and 3. Your toys are multiple award winners. What qualities do they have that maybe other toys do not? I think our toys are very clear to the end user. There is no need for a long explanation or to read the manuals to know how to play with them. They’re also easy to operate and keep kids engaged January/February 2022 — edplay.com 21

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MukikiM’s staff is “small but awesome.” It’s a tight and supportive team that pulls everything together and makes the work environment fun, says Zvika.

and having fun. We do not compromise on quality and put a lot of thought and testing into them before they launch. It’s a new year. What will it be like for you? During Q1 I focus on tradeshows and forecasting product demand for the holidays. In Q2 I finalize those forecasts and order what we need from our factories. If we see increasing demand for certain items, we order more of them from our factories. At the same time, we monitor closely our cash flow for the year.

Q4 is execution and shipping to customers for their holiday sales. I also order replenish-inventory for Q1 availability, and finalize the next year’s catalog with new items. Twenty percent of my time each year is devoted to business development – whether it’s creating new products, working with inventors, or exploring other collaborations that will help our continued growth – so I also plan my schedule for the upcoming year. What can we expect from MukikiM in 2022? We are bringing new items to the market that we feel very strongly about, including one in the Hyper Runner line that I feel will be a hit, and another game in our Genius series called Genius Gem. We will also have other new games items, and new items in our SpyX and Wicked Active! Fun! lines..

What would you like specialty toy retailers to know about you and your company? We care about our specialty customers very much. I think specialty toy stores have a huge advantage over other sales channels. The close relationships they have with their communities and their ability to react fast to emerging trends is unique. I shop at our neighborhood specialty stores; I like the personal relationships and I think it’s important to support our community. We’re very proud of our customer service – it is our number-one priority. When everything is working smoothly business is easy, but when issues happen, and they will, you realize who your true partners are. I think our customers would say that we are true and supportive partners.

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Meet Michael Nocella, Editor and Kidult

es.” o r e h n i e v e i l e “I still b

n October, seasoned reporter and writer Michael Nocella came on board as edplay’s assistant editor. The UConn graduate is also an avid actionfigure collector – a surprise bonus for us, given that the industry is in the midst of a “kidult” surge. “The pandemic only heightened the demand for playthings that cater to an older group of toy consumers,” noted the Toy Association’s 2021 Q4 Toy Trends Update. “Retailers are setting aside more dedicated shelf and online shopping space for grown-up toy lovers, and toymakers are rolling out products with crossgenerational appeal.” Products riding this trend include relaunched retro toys, toys driven by oldschool properties making a comeback, and collector-driven action figures and games. Recognizing that the audience for these toys is ever widening, the category GrownUp Toy of the Year was added to the TOTY award lineup this year. Similar to other toy trends (adult coloring books, jigsaw puzzles), it represents an opportunity for specialty toy retailers whose merchandise mix often includes “something for everyone.” Here, we picked Michael’s brain to find out what he and other collectors like him are looking for, where he shops, and why play is an important factor in his life.

Nick Fury

Michael Nocella with Disney+ Infinity Hulk and Spider-Man, two collectible figures he displays proudly in his office.

edplay: When did you start collecting? Michael: I started when I was a kid, but I stopped collecting when I was teenager. I began again when I was in my 20s, and by the time I was 30, I had found companies like Funko, Mezco Toyz, S.H. Figuarts and Mafex that specialized in higher-end collectible figures for an older demographic. I started because my favorite shows, books, and movies had all these toys to go along with them. I thought it was so cool to be able to get a character from them – something you could hold in your hand or display on your shelf. From X-Men, Spider-Man, Batman, and Superman to Star Wars, the characters entered my life at an early age and became something I’m passionate about. Do you consider your collection an investment? I do consider it an investment. Most of the figures I buy I keep new in-box or display in a very safe place, knowing that I might want to sell them one day. I’ve spent a couple thousand dollars on action figures and I’ve probably made around that same number by selling some to sustain it as a hobby. There was one Spider-Man figure I bought for $60 in 2019 and sold for $450 in 2021. It’s a very active industry. You can turn to eBay or Facebook marketplace in a moment’s notice to sell pretty quickly.

How often do you add something new to your collection? I’ve slowed down lately and I’m pretty happy with where my collection is at the moment – but I’m sure I haven’t bought my last action figure. Just don’t tell my girlfriend! When I was living in New York City, there was a great shop called Image Anime. They had an amazing selection because they carried all S.H. Figuarts and Mafex figures imported from Japan. They closed their brick-and-mortar during the pandemic, but they have a great online presence. For Funko Pops and other collectibles, I always check out local comic-book and toy shops. Community groups and collectible pages on Facebook pages are great places to buy and sell. And of course, there’s eBay... What do you look for? I just love getting things that I know have some type of scarcity to it and/or are aesthetically awesome. I think those variables go a long way to ensuring the collectible will appreciate well over time, and also give me something I’ll be excited to display in my office or at home. (continued on page 26) January/February 2022 — edplay.com 23

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(continued from page 23) What kind of service from a retailer, – whether it’s online or bricks-andmortar – do you expect? If I regularly bought high-end collectibles from the same store, it would be nice if – when something hard-to-find comes in – they put it aside for me. One store I frequented knew I was all about Marvel stuff. When they got something really cool within the Marvel Comics collectible realm, they’d save it for me and message me on Facebook. Little things like that kept me going back in. What, exactly, about your collection appeals to you? I don’t play with action figures like I did when I was 7, so it’s all about the exclusiveness, engineering, artwork, design, aesthetics, and quality. I love having a piece that is made well, hard to find, and looks great on a shelf. I’m happy to say most of my collection fits that description.

How do you interact with your collection? I display different pieces in different places and since there is only so much space, I will rotate things in and out. If a new season of “The Mandalorian” is coming out on Disney+, I’ll probably be in a “Star Wars mood” and want to display accordingly. If a new Avengers movie is on the horizon, my best Avenger collectibles will get the spotlight. I like to think of it as decorating for pop-culture holidays. Whom do you share your collection with? Do you trade, or buy and sell with others? I’ve begun to pass down some of my action figures to my oldest nephew and would love to do more of it if he gets into superheroes. Right now, it’s Pokémon and Jurassic Park. If and when I have kids, I would definitely love to do the same with them. As for trades, I haven’t done any yet, but I wouldn’t rule it out moving forward. And as I mentioned earlier, I will definitely

continue to sell and buy here and there to scratch my collector’s itch. Is play important in your life? What other forms does it take? I love toys and I love to play games. If I have a wadded-up paper in my hand and there’s a trash can within 20 feet, you can bet your last dollar I’m going to shoot the paper like it’s a basketball. I’m also a huge board game guy. If there’s a game of Monopoly or Settlers of Catan going on, I want in. I’m an athlete, too. I love playing pickup basketball, football, or ultimate Frisbee. I also have three nephews who are super into “Cars” and “Jurassic Park” and I love to sit in their playroom and play with them. Do you consider yourself a “kidult?” How do you feel about that term? I just recently heard it, but I definitely qualify. My girlfriend calls me a “manchild.” Being a kid is the best, and if I can hold onto a little bit of that in my personal brand and identity, I’m all for it!

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Charting a Course with MAP

And if the product is brand new? Pricing is really an art form. For a new product, it should be based on providing a

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Should MAP be the same as MSRP? Generally speaking, MAP is not MSRP. Most antitrust attorneys recommend that brands avoid making them the same. Many feel that MSRP itself is problematic. In Europe, any discussion of retail pricing is illegal. When brand owners list a minimum suggested retail price, it helps retailers and consumers understand the brand’s vision of a product’s perceived value. It also shows retailers what the profit can be. Some brands completely do away with the concept of MSRP and only use MAP. Others set MSRP very high knowing that most sellers will discount a bit from that. As a “suggested” price, MSRP is not enforceable. What about MAP for products already on the market? In that case, determining a product’s current average online price is essential. We recommend that companies monitor their product prices for at least 60 days before locking in their MAP price. We also advise them to avoid choosing prices arbitrarily and base them on the data. If the average online price is 5 percent below where the brand wants it, they can set their pricing formula to either go down from MSRP or up from wholesale. Either works as long as the price reaches the 5-percent threshold. Brands that suffer from hyper discounts require some finesse. It doesn’t usually work to fight the market, so it’s unrealistic to expect a product that’s averaging a 20-percent discount to

immediately go to 5 percent. Instead, brands should take an incremental approach and set the minimum advertised price a bit higher than the low average. When market prices rise, increase the MAP. A MAP policy can be changed at any time as long as the brand informs its sellers of the new prices each time.

What is a MAP policy? A minimum advertised pricing policy is, in essence, a unilateral written statement by a brand owner that presents the price at which sellers may “advertise” their products. It does not dictate the price at which a product are sold. Brands implement MAP policies to help establish value and protect margins by maintaining a level playing field for all of their resellers. MAP policies are nonnegotiable and are enforced equally among all customers. To determine the MAP price, companies should start by considering the profit margin, whether it’s a dollar amount or a percentage. It should be a realistic price that gives retailers the ability to make some money. There is no legal recourse for noncompliance. In other words, if a reseller refuses to abide by a MAP policy, the brand’s only option is to stop selling (or stop their reps and distributors from selling) to the merchant. Should the brand wish to pursue other remedies, there are different policy strategies that can be used.

Here are other questions brands should consider before setting a MAP pricing policy.

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n 2022, competing on price is going to be harder than ever for specialty toy retailers. But Minimum Advertised Pricing (MAP) policies, instituted by the companies that make the toys you carry, can help in a big way. By evening-out price variations they level the playing field and help ensure equal selling opportunities among all retailers. To find out how MAP pricing works, we reached out to Ronald Solomon, founder of price monitoring company MAPP Trap. Here, he reviews the questions toy manufacturers should consider when they determine the “correct” MAP pricing for their products.

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desirable profit margin for a retailer and, at the same time, match or exceed the price of competitive products. If a higher perceived value is desired then a higher MAP price makes sense. Should the formula be the same for all the products from the same company? There is no hard-and-fast rule on this, but since a MAP policy should be easy to follow, it makes sense to be consistent. Not only does it help resellers to set MAP automatically, it’s easier on the brand. Should all products be MAP priced? Not all products need to be covered in a brand’s MAP policy. It’s perfectly legal to apply it only to a select group. In many cases, being selective actually helps them become more successful. Not every SKU is a grand slam. Brands should only apply MAP pricing

to the products that they would go out of business without. Like it or not, Amazon has conditioned consumers to expect discounts and that’s not going to change. Allowing online sellers to use discounts to attract customers shows that the brand understands their challenges. It also gives them the ability to sell through on slowmoving products while not risking the other, more profitable items. MAPP Trap helps a company manage its enforcement, but the follow-through remains the company’s responsibility. In other words, whatever products the brand assigns MAP pricing to requires internal resources to enforce it. Backend management – sales, accounting, shipping, inventory management – becomes very complicated if every product is MAP priced. A manufacturer’s advertised pricing policy is intended to defend brand equity and profit margins. The only way to enforce it is to stop shipping to

noncompliant sellers. Brands should expect to experience some short-term revenue decreases as they bring things under control, but if MAP pricing covers just 20 percent of their products, the brand won’t feel the sting as much when violating sellers become unauthorized and margins stabilize. We urge brands to be smart and be patient. Gather the facts, assess the realities and needs, and then the solution should work. If it doesn’t, you can always change it. Ron Solomon launched MAPP Trap in 2012. Its price monitoring tool watches ecommerce sites to find minimum advertised price violations, unauthorized sellers and more. It “traps” the links to those violations, identifies the eMerchants and then gives users the ability to automatically enforce their MAP policies and other strategies. For more information, visit mapptrap.com.

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industry news To mark Down Syndrome Awareness Month, Miniland Educational toy company partnered with online boutique retailer Little Wonder & Co in October to support Ruby’s Rainbow – a nonprofit that helps students with Down syndrome achieve their goals of higher education and independence.

Little Wonder – a natural and sustainable Children’s store that carries inclusive, diverse products – donated 10 percent of its sales of Miniland’s limited-edition “Ruby Doll with Down Syndrome” to Ruby’s Rainbow scholarships. They fund enrichment or vocational classes for students with Down syndrome. The amount was matched by Miniland. The 15-inch baby doll with strawberry blonde hair features the sweet facial characteristics of babies with Down syndrome in a realistic and respectful way. Her design was inspired by a “real” Ruby who was born with an unexpected 21st chromosome. “Nothing compares to the joy and wonder on a child’s face when they recognize themselves in their doll,” said Clara Roque, U.S. sales manager for Miniland USA. “Miniland’s sole mission has always been to inspire kindness and acceptance, regardless

of a person’s condition, race, gender or background. Being able to provide an opportunity to help other students like Ruby gain access to the many opportunities they deserve is something our company is extremely proud of.” Ann Williams Group, acquired by PlayMonster last year, received 15 different awards in 2021, including a 2022 TOTY nomination in the specialty toy category. Its products were honored by Autism Live, Creative Child Magazine, Happy Kid, Oppenheim Toy Portfolio, and Toy Insider. In addition, the Loopdedoo Deluxe is vying for a Toy of Year Award from The Toy Association. It combines two patented methods of making jewelry, and was created by Sheila Wright, founder of Ann Williams Group. “Every product under the Ann Williams brand offers a unique way for fans of all ages to explore new creative possibilities, learn new skills and express themselves in new and magical ways,” noted Wendy Hartling, activities brand manager at PlayMonster.

American Girl Dolls, the board game Risk, and “sand” were recently inducted into the National Toy Hall of Fame. The honorees, unveiled during a special ceremony at The Strong National Museum of Play in Rochester, New York, were chosen from a field of 12 finalists that also included Battleship, billiards, Cabbage Patch Kids, the Fisher-Price Corn Popper, Mahjong, Masters of the Universe, the piñata, Settlers of Catan, and the toy fire engine. Created in 1986 by educator Pleasant Rowland, the 18inch American Girl dolls and their accompanying books explore America’s social and cultural history. Says Curator Michelle Parnett-Dwyer, “Rowland’s formula for combining doll play with history lessons worked, in her words, like ‘chocolate cake with vitamins.’ In an era when some education experts claimed that school curriculums paid little attention

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industry news to history, this toy may well have filled a void. It now offers a range of dolls and stories of girls growing up in America, and promotes diversity in the world of dolls.” Based on the French game Le Conquete du Monde, Risk translates the hobby of wargaming with miniature figures into a mass-produced war and strategy board game. “Risk became one of the most popular board games of all time, inspiring a new corps of passionate gamers, and influencing other games which began the wargaming hobby and, by extension Euro-games like Settlers of Catan that many enjoy today,” says Curator Nicolas Ricketts. Sand may be the most universal and oldest toy in the world. Educator Maria Montessori has argued that sand “is only one substance that the modern child is allowed to handle quite freely.” Children recognize sand as a creative

material suitable for pouring, scooping, sieving, raking, and measuring. Wet sand is even better, ready for kids to construct, shape, and sculpt. Sand provides unique opportunities for tactical, physical, cooperative, creative, and independent free play. Chief Curator Christopher Bensch says, “Although some playthings can only be found online or in certain stores, sand has a global reach that most toy manufacturers would envy. It’s been a vehicle for play since prehistory, and anyone who has spent the day at the beach can understand the allure of this toy.” Story Time Chess, the original board game that teaches chess to young children using silly stories, vibrant illustrations, custom chess pieces, and a unique chess board was included in TIME magazine’s list of 100 Best Inventions in 2021.

TIME’s 2021 Best Inventions adds to Story Time Chess’s impressive list of 2021 award wins: the People’s Choice Toy of the Year Award, a Webby Award in the Games: Family & Kids category, and a place on ASTRA’s Best Toys For Kids list. To assemble its list, TIME solicited nominations from editors and correspondents around the world, and through an online application process. Each contender was then evaluated on originality, creativity, efficacy, ambition and impact. Also highlighted was the first LEGO brick made from recycled plastic. “The Danish toy giant hopes to integrate the recycled blocks into LEGO sets in the next 18 to 24 months,” wrote TIME’s Rebecca Katzman. “The impact could be considerable: the company uses some 100,000 metric tons of plastic resin in its products each year.” As part of the LEGO Group’s

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Debbie Stevens, Candy Apple & Co. roadmap to produce products made from sustainable materials, the LEGO brick uses PET from discarded bottles. Other inventions recognized by TIME are an innovative, eco-friendly dye for jeans, a novel pasta shape, and groundbreaking vaccines for COVID-19 and malaria. During the holiday season, Ty Inc. airfreighted Beanie Babies and Beanie Boos from China to Chicago to circumvent the global supply-chain crisis. The toys were delivered to small retailers and to specialty, convenience, grocery and drug stores – the core group in the company’s longstanding retail strategy. Though Ty Warner, founder and owner of the company, is the largest manufacturer of soft toys in the world, he does not sell to Amazon, Target, or Walmart. From October through November 16, 283 air shipments were completed.

Despite the increased expense – a typical cargo flight costs anywhere from 1.5 to $2 million – Ty Inc. did not raise prices. Debbie Stevens, owner of Candyapple & Co. toy shop in Medina, Ohio, observed at the time, “This year has been an incredible struggle for small businesses because we are considered an ‘afterthought’ for most suppliers. Not Ty Warner. Ty has allowed me to fill my store with a terrific product – shockingly, without any price increases.” The Beanie flights originated in airports in Shenzhen, Guangzhou, Shanghai and Hong Kong, and from other locations in China. They landed at O’Hare International Airport in Chicago, where they were unloaded and carted to Ty Inc’s suburban Chicago headquarters for further shipping. Industry analysts believe that the supply chain crisis will drive even more

traffic to national chains like Walmart, Target and Amazon, and will hurt smaller retailers who struggle to find product. Ty’s sales strategy does the reverse.

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industry news

A new 20,000-square-foot, two-story Toys “R” Us opened on December 15 at the American Dream megamall in New Jersey, reports CNBC. The store operated on extended hours throughout the rest of

the holiday season, according to WHP Global, Toys “R” Us’s parent company. Since the toy retailer offers experiences for kids, including a two-story slide, a café and ice cream shop, it adds to the

property’s experiential offerings, notes CNBC. The store is not far from the megamall’s Nickelodeon Universe theme park and DreamWorks water park. The last two Toys “R” Us stores in the U.S. closed in January 2021. Then in March, WHP acquired the toy brand, promising a reopening somewhere in the future. Last August, WHP re-launched the Toys “R” Us website through a partnership with Macy’s, and in 2022 WHP is on track to open more than 400 Toys “R” Us shop-in-shops in Macy’s department stores. About the American Dream location, WHP Founder Yehuda Shmidman told CNBC that “families will come to visit because American Dream is a destination for the day. We believe that this will be a critical tourist stop for every family visiting the New York area.” Outside of the U.S., WHP operates roughly 900 Toys “R” Us stores globally.

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The American Specialty Toy Retailing Association (ASTRA) recently hired Briana White as its new communications and marketing specialist. ASTRA will be leaning on

White to bring its social media presence to new heights. A graduate of Clemson University with a marketing degree, Brianna also works for an advertising firm as a social media manager. She grew up in Asheville, North Carolina, where she frequented Dancing Bear Toys store as a child. Briana joins ASTRA President Sue Warfield and two other staffers to round out the ASTRA team. Membership Specialist Jenna Stirling is a former ASTRA Board member, Jenna worked at a children’s museum and in a toy store in North Carolina before she became a full-time buyer for the toy-store franchise. She segued to a buyer position at another children’s museum, but was laid off in November 2020 due to the pandemic. ASTRA asked her to step down from her board position to become its full-time member specialist.

Special Projects and Events Manager Michael Foldeak was employed at Melissa & Doug for 18 years before he was terminated, also due to the pandemic. He didn’t want to leave the toy industry, and spent more than a year without a job. A former customer told him about the opening at ASTRA, and he was hired last June. Michael works from his home in Norwalk, Connecticut. ASTRA called downtown Chicago home for more than a decade, but when the association was forced to vacate its headquarters because of COVID stay-athome orders, the lease was never renewed. Everyone works remotely. “Not having an office in Chicago allowed me to hire from anywhere in the country,” notes Sue Warfield, who splits her time between Colorado and Minnesota. ASTRA maintains a permanent Chicago mailing address – 1 Erie Street, Suite 525, PMB 4624, Chicago, Illinois 60611 – and continues to operate in Central Time.

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for your business information “Color Brings Joy” in New Store-Design Shift

The pandemic has changed the way the world’s most creative retail designers approach their craft. In an interview with the National Retail Federation, designer Rikki Landini explains why. NRF: Retail design was already changing before COVID but the pandemic kicked it into high gear. Why? RL: It was already lazy. It had become boring and far, far too transactional. COVID-19 helped us realize this. It accelerated the debate on the purpose of retail and forced retailers to push their boundaries to stay relevant NRF: What’s the single most effective way for a retailer to “differentiate” the way it looks? RL: Through product and its delight. In a world saturated with products, curation is key. Simply sell stuff no one else has. Retailers sell stuff. You have to want something to buy it. NRF: Why has “retail theater” become so critical since the pandemic? RL: It has always been important to entertain. The question is: Do you want to be watching or on the stage, involved?

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The best theatre is the one you are involved in. In the rush to digitize everything, some designers are struggling to distinguish between their phones and the real world. NRF: How has the pandemic brought “technicolor” design to some retailers? RL: Color is more playful than monotones. It brings joy. It’s a great way to differentiate, too (like Hermes orange or Tiffany blue), but we use color in a more physical way, not just on packaging. Most people have been educated to ignore color environmentally, which is odd, as the sea and sky are blue, trees are green and a sunset is orange, all of which bring awe and joy. NRF: How has COVID-19 impacted the materials used for in-store design? RL: COVID-19 has taught us to enjoy the simpler things in life: more quality and less quantity. Also, local and independent is now a focus for many, combined with convenience. Consumers crave safety. Natural, anti-bacterial materials deliver that. One good thing that might come out of the pandemic is less reliance on plastic. We’ve realized we can manage and even thrive on less, so we want less waste: of materials, of product and food. We’re big believers that longevity, as in embedded energy, should play a greater role in design. A throw-away society benefits nobody. NRF: Why has the pandemic inspired some retailers to downsize? RL: Many large-format retailers and department stores were already questioning their physical footprint. Some are just using space differently. Much of it is no longer relevant to visit. Larger stores are now being given a dual purpose of being both fulfillment centers and physical stores. The internet has taken care of the mundane and many large-format retail spaces and department stores had become mundane.

minutes of calm respite. [Nikki and her husband Mark have operated global design firm Landini Associates since 1993. With headquarters in Sydney, Australia, the Landinis’ clients include McDonald’s and Burt’s Bees.] NRF: Today, customers want to spend less time inside retail stores. Designers design stores to keep customers in longer. Who wins in a post-pandemic world? RL: Anyone who can create real community. That’s one of the reasons physical retail shops are so compelling. They smell better than your computer and you can meet people at them and hug hello. I think we are all fed up with Zoom-based dinner parties. NRF: What are some key retail design changes taking shape that have nothing to do with the pandemic? RL: The world is burning up. At some point, the grown-ups will have to find a way to make consumption slow down a tad. This will likely be value- and product-led. Aldi is a great example of a business that has always understood this. The National Retail Federation is the world’s largest retail trade association. From its headquarters in Washington, D.C., the NRF passionately advocates for the people, brands, policies and ideas that help retail thrive. Retail is the nation’s largest private-sector employer, contributing $3.9 trillion to annual GDP and supporting one in four U.S. jobs – 52 million working Americans.

NRF: How have some retailers changed the design of their floor plans postCOVID-19? RL: Obvious reasons of hygiene and social distancing, but some want to create experiences over function and use space as marketing. Others use it to better deliver function as an experience. NRF: You are the folks who turned McDonald’s Times Square into an allglass setting. RL: I think everyone can agree that Times Square is a better spectacle from a quiet and elevated space. We just created a viewing platform for a few January/February 2022 — edplay.com 35

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for your business information

Inventive Packaging Ideas Engage Consumers

In a “Packaging Innovation” report shared with the members of The Toy Association, data research company TrendHunter.com discussed the ways brands are using their products’ packaging in store to engage consumers through technology, storytelling, and other immersive components. The report is part of a series in which Trend Hunter offers in-depth perspectives in areas related to the toy industry and youth markets. It mentioned these three packaging innovations, among others. Sustainability Containers from ice cream company Brave Robot are Forest Stewardship Council (FSC) certified with liners that are sugarcane derived and petroleum free. Also, according to braverobot.co, “The production of Perfect Day’s animal-free dairy protein produces up to 97-percent fewer greenhouse gas emissions than traditional dairy production methods.” The company measures the greenhouse gas impact per pint in an ongoing life cycle analysis, and records the numbers inside each lid. Reimagined In celebration of World Environment Day in June, Samsung collaborated with Amsterdam-based paper artist AJ Smith (“Papersmith”) who created buildings, animals, and plants built from Samsung TV boxes, Galaxy S21 boxes, Galaxy Buds Pro

boxes and more. The company invited its customers to join in by providing them with downloadable templates of 12 of the project’s elements, and encouraging them to post their creations using #ReimagineABetterPlanet. Gamified Some brands are adding gamified features to their product packaging. According to the report, items in this space include video games attached to candy packaging via QR codes (like the Gummy Worms’ Deliciously Dark Escape Game by candy brand Trolli). Eco Deliveries In the ecommerce space, some brands are utilizing services such as EcoCart that features an application programming interface (API) for shippers and a Google Chrome browser extension for consumers. The extension calculates the carbon footprint of a delivery and gives customers the chance to purchase its carbon offsets – adding, typically, less than $1 to an order.

The Teen and Tween Toy Market Makes a Comeback

Spurred on by the pandemic, older kids and young adults found comfort in childhood pastimes and now their purchases continue to contribute to the growth of toys targeting an older demographic. “New research from market intelligence firm The Insights Family is proving that tweens and teens aren’t outgrowing toys or the mental and physical benefits of play,” says The Toy Association’s Adrienne Appell, senior vice president of marketing communications. Specifically, it indicates that the popularity of collectible trading cards among 13- to 15-year-olds, for instance, increased by 42 percent year-over-year. What’s more, it revealed that more than 20 percent of young teens are investing in the space with their own money (compared to 17 percent of 6- to 9-year-olds). The data showed that purchases of licensed collectibles have increased among older people, too. Though toy purchases related to favorite TV shows have fallen in popularity by 11 percent yearover-year for 6- to 9-year-olds, the number of purchases has grown by 26 percent for 13- to 15-year-olds. “By targeting these older audiences with products like collectibles they can then pass down and share, toy manufacturers and brand owners are also fostering a new generation of fans,” said Jonathan Watson, chief product officer at The Insights Family. 36 January/February 2022 — edplay.com

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A brand of Fahy-Williams Publishing About Fahy-Williams We’ve produced custom publications for organizations large and small, in addition to our own magazines, for 37 years. We fund them through advertising sales – that’s our superpower. Advertising is the reason all of the directories, magazines, and industry publications we create generate revenue for our partners. If you can imagine a publication that builds your brand, communicates with your members or customers, AND makes you money, we can deliver it. For more information, visit fwpi.com.

About edplay Founded in 1994. edplay is the original trade magazine for the specialty toy industry. With five printed issues and monthly enewsletters, it reports on new play products, interviews toy experts, and provides bestpractice advice. We also publish

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Around the Table a publication of the Game Manufacturers Association Art Materials Retailer for People Who Sell Art Supplies Educational Dealer for retailers who sell to teachers, parents and schools

ASTRA Toy Times The Magazine of The American Specialty Toy Retailing Association

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1. Genius Gems from MukikiM is the latest addition to the award-winning Genius series. Two players, ages 8 and up, use 10 doublesided gem clusters to fill space on their game grid. Their patterns must match what appears on the dice, in the correct colors. Dastardly and/or devilish dice present a bigger challenge. All 10,794 puzzles have at least one possible solution. mukikim.com info@mukikim.com

2. Kids will “bee” mesmerized by the energetic amber and glistening gold hues of Crazy Aaron’s Honey Hive Thinking Putty! The honeycomb sparkles and buzzing bees make little ones want to be the beekeeper of this putty. crazyaarons.com 3. With Saving Water, 12 ecologic puzzles from Adventerra Games, kids ages 2+ learn about the importance of water and how to preserve this precious resource. It’s STEM.org authenticated and a winner of multiple awards, including the Mom’s Choice Gold award. adventerragamesusa.com

4. Madam Alexander’s It’s All Me! dolls mash up kids’ favorite activities. These 8-inch poseable dolls with rooted hair combine two fun pastimes with outfits and accessories to match. Six styles, diverse skin tones. madamealexander.com 5. EDC Publishing’s Never Teach a Stegosaurus to Do Sums inspires giggles galore and a whole lot more! It’s perfect for the dinosaur obsessed to the math whiz, and the robotics enthusiast to the space aficionado. edpub.com

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6. The new Magna-Tiles Builder 32-piece set brings the excitement of a construction site home. While learning core STEM concepts and developing critical thinking skills, children will be entertained for hours with screen-free building fun. magnatiles.com

8. Seniors can have some Wikki fun with Wikki Stix. They’re much more entertaining than watching TV all day or staring out the window. Wikki Stix create a fun, creative, indoor pastime that gives seniors a sense of accomplishment! info@wikkistix.com

7. The Whacky Racket from US Toy Co – a Top Toy Award Winner for Action & Sports – puts a new twist on tennis and badminton. The set includes two kid-friendly mesh rackets and two light-up boingy balls. (GS901) SRP $23.99 1-800-448-5882

9. With the Loopdedoo Deluxe Friendship Bracelet Maker Kit from Playmonster, kids can design bracelets, necklaces, headbands, and belts in minutes. Change thickness, style, and colors to create one-of-a-kind accessories! Fun and easy for ages 8+. playmonster.com

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10. Welcome to Munchkin Russia from Steve Jackson Games, where the jokes get kids. It’s a land of mystery, magic, and borsch. Accompanied by a Russian Wolfhound and balalaika, players fight the Troll Factory, KGBirds, Rasputin, or the dreaded Hangover. They’ll enjoy the seasons: spring, summer, autumn, winter, winter, winter … retailers@sjgames.com

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new & true

11. Lulu Junior’s IlluStory kit includes everything kids need to create and publish their own hardcover book! It helps inspire creativity, develop literacy skills, and build self-esteem. For ages 4+. lulujr.com sales@lulujr.com

12. Harry Potter Gringotts Bank 3D Jigsaw Puzzle from Wrebbit is available February 18. With 300 pieces for ages 12 and up, it’s the fifth addition to the Wrebbit3D Diagon Alley Collection. Harry Potter fans can recreate their own alley by collecting and combining the individual puzzles. MSRP: $32.99 sales@wrebbit3d.com wrebbit3dpuzzle.com

13. Celestial Buddies’ “Crunch Bunch”– plush Sun, Moon and Earth – are the perfect toys for babies. Each one features several textures for snuggling, a teething ring, and a squeaker and a rattle inside. They make a crunchy sound when they’re hugged! celestialbuddies.com

14. With the GONE FISH’n Card Game by TREND enterprises Inc., players flip cards to fish and get reeled into fun. Fishing competitions and surprising reveals make this a family favorite. Discover award-winning games and more at TREND. trendenterprises.com

15. Zip on, zip off! ZipperBites from Dreams USA – makers of Cable Bites – easily attach to most zippers to bring personality and pizzazz to jackets, backpacks, and more. Ten unique ZipperBites are sold in packs of six per style with an MSRP of $8.00 each. dreams6usa.com Mo McIlree, 401-331-5729

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16. Kala’s new Ukadelic Bamboo Hybrid Ukulele mixes a laser-etched bamboo top with the durability of an arched plastic back that gives it a huge sound. It comes in attractive retail packaging – perfect for display! kalabrand.com

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17. The Good Toy Group is your trusted marketing and buying partner. TGTG offers personalized print and digital catalogs, a social media program, awardwinning design, vendor partnerships, impactful buying programs, outstanding toy selection, expert marketing/business and industry strategies, and incredible support. goodtoygroup.com

18. Puzzle By Number by Plus-Plus is a 500-piece set that combines the artistry of paint-by-number with the satisfaction of completing a puzzle to deliver a unique creative experience. Each one comes with a pattern showing how to fill in the design by matching numbers with corresponding colors. MSRP $24. retailer.plus-plus.us

19. Aqua GLOW & GO! The all-new Mini Deluxe Magic by innovative scooter brand Micro Kickboard is a smooth-gliding premium ride, designed for kids ages 2 through 5. It features touch-activated glowing handlebars and motion-activated light-up wheels. microkickboard.com.

20. Kids can create pixel art that can be rebuilt in any shape or pattern with PIXIO Magnetic Blocks from Ukidz. PIXIO is a unique construction set in which blocks are connected using a well-thought-out system of magnets. ukidztoys.com

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21. Anyone can make natural soapstone jewelry with the new Carve Your Own Pendant kit from Studiostone Creative. Safe and natural craft sets make it easy to shape, wax, and wear a heart, a star or a leaf. studiostonecreative.com

22. One Planet Games invites kids to play Missing Lynx, The Global Wildlife Rescue Game. Players rescue endangered animals as they travel the world, gather information, share clues, and solve the mystery! For ages 10+. oneplanetgames.com

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23. Multisensory Clixo from Toyish Labs helps spark endless creativity. It combines the magic of origami, the ease of building blocks and the power of magnets! Versatile and engaging for ages 4+. clixo.com

24. Each Contained Adventure from Find it Games is filled with colorful plastic pellets and themed hidden objects, which are listed on the cap. Each game comes with a tear-off pad to check off the objects when found. Caps on both ends safely secure the container’s contents. Games are individually packaged in an attractive, easy-to-gift-wrap box. finditgames.com

25. Twist. Tangle. Fidget. Anywhere! The NEW Tangle Phone Fidget is the ultimate three-in-one phone accessory. Use it as a phone stand or in your hand for capturing the perfect selfie. Just peel. Stick. And fidget! tanglecreations.com

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edplay Magazine

Welcomes Six New Advertisers

Endless Possibilities For 25 years this award-winning company has created Boinks! – colorful and springy plastic mesh tube toys that are fun to squish and launch. Designed for ages 5 to 105, Boinks have become proven stress relievers and helpful focus tools. Pets love them, too! Boinks are great in the classroom as silent fidgets and as a warm-up to handwriting practice. Fun Inc. Fun Incorporated, known for its Royal Magic brand, is a manufacturer and wholesale distributor of magic tricks and gag novelties. It sells to magic dealers and other approved retail outlets, including gift, toy, and novelty shops. The company was founded in the 1930s by magician Jules Traub who performed in hotels and night clubs around New York and New Jersey. One Planet Games One Planet creates games and books “that inspire, inform and entertain children and adults living together on this one planet.” Players of its Missing Lynx game rescue endangered animals by traveling the world, gathering information, sharing clues and solving the mystery. Children are so focused on their mission that they don’t notice how much they’re learning!

Steve Jackson Games Steve Jackson is an award-winning game designer who creates and publishes role-play, board, and card games. Among his company’s best sellers are Munchkin, the irreverent game of dungeon crawling; Zombie Dice, the fast-paced game of braineating; and GURPS, the “Generic Universal RolePlaying System” that lets players play any time, any place, and mash up any genres that they like. Studiostone Creative The team at Canada-based Studiostone Creative makes soapstone carving kits that include all the tools and materials needed to carve beautiful sculptures in 90 minutes. They believe that with easyto-follow instructions and the right tools, anyone from ages 8 to 99 can carve stone. Studiostone’s bear carving kit received ASTRA’s 2021 Best Toys for Kids award in the “Craft” category. TREND Enterprises TREND offers more than 2,500 teachercreated and child-tested products ranging from classroom decorations to learning games. Featuring engaging and creative designs and age-appropriate content, they are made from the highest-quality materials to provide years of use. TREND products are used in primary, middle, and high schools; at home; and in childcare and senior care activity centers and hospitals.

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ADVERTISER INDEX Company

See ad on Page

Website

Company

See ad on Page

Website

MukikiM LLC

mukikim.com

One Planet Games

oneplanetgames.com

Adventerra Games North America

adventerragamesusa.com

ArtVenture LLC

myartventure.com

Catalog Solutions / Toy Collection

catalogsolutions.com

PlayMonster

inside front cover

Celestial Buddies

celestialbuddies.com

Plus-Plus USA

plus-plus.us

Crazy Aaron Enterprises Inc.

puttyworld.com

Steve Jackson Games

sjgames.com

Dreams USA

dreams6usa.com

Studiostone Creative

studiostonecreative.com

EDC Publishing / Usborne

edcpub.com

playmonster.com

24-25

Tangle Inc.

tangletoys.com

Endless Possibilities, Inc - Boinks & Fidgets 27 boinks.com

The Good Toy Group

goodtoygroup.com

Fat Brain Toy Co.

The Toy Network

thetoynetwork.com

ToyFest West - WTHRA

toyfestwest.com

inside back cover

toyishlabs.com

back cover

FatBrainToyCo.com

Find It Games

finditgames.com

FUN Incorporated

funinc.com

Kala Brand Music Co.

kalabrand.com

TREND Enterprises

Lulu Jr.

lulujr.com

U.S. TOY Company

37 constructiveplaythings.com

Madame Alexander

madamealexander.com

Ukidz LLC (d.b.a. UGears US)

ugears.us

Magna-Tiles

36 magnatiles.com

Wikki Stix

wikkistix.com

Micro Kickboard

Wrebbit Puzzles

wrebbit3dpuzzle.com

new & true

microkickboard.com

Toyish Labs Inc

trendenterprises.com

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26. Handy Grabs Nibblerz are a new, hilarious spin on Hog Wild’s original 20-inch Handy Grabs. This time, the imaginatively designed “tool” is in the shape of a humanlike mouth. It’s designed like a classic grabber tool for lifting, moving or pushing an item. hogwildtoys.com

27. The Zyclone Zing-Ring Blaster is a new take the iconic Zyclone by Zing. Load the soft, safe and aerodynamic foam Zing-Ring into the Zyclone, then pull back and twist. The Zing-Ring has a launching distance of more than 75 feet! Each Zyclone and Zing ring set comes in new eco-friendly compact packaging. zing.toys

28. SpiroKu from Fat Brain Toy, nominated for a Toy of the Year Award in the Infant/ Toddler category, features weirdly-shaped pieces that can be stacked, nested, and arranged sideways, upside down, side by side, and up to make a tall tower. Their vibrant colors and unique contours help develop creativity and imagination. fatbraintoyco.com

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endcap (continued from page 46)

emphasized that FSC certification is what sets his product apart from his competitors. “To my knowledge, no one else is doing this.” High-quality engineering and highly-precise laser cutting add to the line’s benefits and help make the products stand out. The 1/8-inch-thick sheets of plywood for each kit are packed in cardboard boxes, along with everything else needed to complete the build: hypoallergenic rubber bands, sandpaper, toothpicks for assembly, candle wax for gears, and clear assembly instructions. “With five levels of difficulty their challenges vary from simple wall decor to complex mechanical machines with intricate gear systems. The building process is really challenging, fun, and progressive, and the amazing result is a functional model to display or play with. “Depending on the specific product, the skills that can be developed are very diverse but always focused around STEAM,” he explains. “Whether they are assembling a model in the classroom with other students or at home with members of their family, children of all ages have the opportunity to learn by carefully reading instructions, organizing their plans, and then proceeding with the method, observation, analysis, spotting differences, counting, and assembling. It’s also a great way for parents or grandparents to spend time with their children and build something together. “With hands-on experience, we rediscover the meaning of this Chinese proverb: ‘I hear and I forget. I see and I remember. I do and I understand.’” Despite the challenges Edouard and Art Venture have had to overcome since the company’s launch during the pandemic, he has been encouraged by the feedback from retailers. “All the stores that carry the line are thrilled with the sell-through of the products,” he reports. Perhaps it is due to the practical support he provides to them. “I work with retailers to recommend best sellers that align with their customer base,” he explains. “Our minimum order quantities are very low so they can test-try the products. Packaging is very space-efficient and perfect for storage, shipping and store displays. The wooden counter-display and floor display units we provide are space-efficient as well, and they’re sturdy, easy to assemble, and visually attractive.” Edouard hopes that specialty toy retailers say that Art Venture is a pleasure to do business with. What’s more, he hopes that the more specialty toy retailers hear about the company, the more excited they will be to sell its products. “ArtVenture may be small, but I feel that it’s a growing company dedicated to true and honest partnerships and to providing successful, sustainable learning tools and playthings,” he said.

BEST

WHERE IS THE MARKETING PARTNER FOR INDIE TOY STORES

NYTF #5907

COPY THAT!

BE RIGHT THERE!

401-284-0610 • GoodToyGroup.com Heather Smith • Heather@thegoodtoygroup.net January/February 2022 — edplay.com 45

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endcap The Triceratops kit is a popular seller. It looks great when it’s painted after assembly.

ArtVenture Looks to Solve Puzzle for Eco-Friendly Educational Toys by Michael Nocella The laser-cut wooden products distributed by ArtVenture combine two themes today’s parents are looking for – sustainability and hands-on STEAM learning. That’s because Edouard AndréHessig, the parent who founded the company, felt compelled to supplement the learning kids were getting at home during the pandemic. “I started the company last year with two ideas in mind,” he recently explained. “First, I watched my son struggle for long hours behind a computer screen with no hands-on learning opportunities. The best way

to learn is really through your own experimentation and discovery. “The second idea was driven by a strong determination to reduce our consumption of single-use plastics, especially when it comes to artistic and educational products,” he continued. “The idea is to focus on reinventing the product life cycle using a more responsible and holistic approach. And starting with education is key.” ArtVenture’s line includes thick wooden animal puzzles designed with special pieces by German artist Andreas Preis, and kits for building a variety of

3-D objects with moving parts. They range from a clever desk organizer shaped like a bull to an all-wheel-drive model of the heavy-duty Kirovets K-7 Russian tractor. They’re made by Eco-Wood-Art (EWA) in the Eastern European country of Belarus using birch plywood certified by the Forest Stewardship Council (FSC). “The FSC certification ensures that the wood comes from responsibly managed forests that provide environmental, social, and economic benefits,” notes Edouard, who (continued on page 45)

From left: This 3D model of The BelAZ 75710, the world’s largest dump truck, has opening doors, a reclining bed and rotating wheels. The Cruiser features a handlebar that turns and a functional kickstand. The mechanical, 3D, all-wheel-drive Kirovets K-7M tractor goes forward and backward thanks to its rubber-band engine. 46 January/February 2022 — edplay.com

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Edplay January/February 2022

Articles inside

Endcap

edplay Welcomes Six New Advertisers

Toy Fair New York 2022

Charting a Course with MAP

Industry News

Things that Make You Smile

Update: Additional Shows

Meet Michael Nocella, Editor and Kidult

Hot Toys

Wordplay