For People Who Sell Toys
January/February 2019
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Visit Booth 435 to see
4 Fantastic Finalists from PlayMonster!
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wordPlay Build top of mind awareness with customers throughout the year!
Hold the Phone by Kevin Fahy
Ew!
frrrt!
Who Cut the Cheese?
Outer Space
Slice the electronic cheese but don’t cut it! It's a race to get to the finish without a 'frrrt'! Put a pretend knife in the cheese and if you hear a happy sound move forward. Ages 4+. INPP25124 $19.99 WARNING: CHOKING HAZARD – Small Parts. Not for children under 3 years.
Who Did It?
The #1 card game about #2! In this hilarious game, race to get rid of all your cards to avoid the blame of owning the animal that pooped. Each game is as funny as it is fast; quickly find your card, be the first to throw it down, and then blame someone else's pet! Ages 6+. BOG6400 $14.99
Exploring Space Floor
Mix or Match Vehicles Space
Puzzle
Explore the outer reaches of space cardboard jigsaw puzzle. Complete with this 200-piece the over 4' rectangular puzzle and use the included picture key to identify the 23 different space objects featured in the exquisitely detailed scene. Ages 8+. MD-8909 $12.99
Our newest theme allows you to take mixing and matching to new heights! Figures range from 71⁄2"-9". Ages 3+. PPY60318 $24.99
Slime. Art. Masterpiece.
Moon Light
Inside this kit you’ll mix up 6 different colors of Super Slime with a variety of science based mix-ins. Grow some water absorbing polymers, sprinkle in some glitter or foam balls to mix up your perfect batch of slime. Shine the included mini black light on the slime to see it glow air dry your Super Slime Masterpiece! in the dark. Afterwards, Ages 8+. BAT4860 $19.99
Quickly add the warm glow of moonlight to any room. Set includes real meteorite specimen and Moon Light’s surface is a genuine NASA photo of the moon. AC adapter for all night illumination (or use batteries), and color shifting mode! STEM learning guide. Ages 6+. JMWMOONLIGHT2 $29.99 WARNING: CHOKING HAZARD – Small Parts. Not for children under 3 years.
Gross Gummy Candy Lab: Worms and Spiders
Mold your own delicious gummy worms and spiders! Flavor and sweeten your mixture with mixed flavors and then mold the gummy berry and green apple worms and spiders in the included mold. Learn about the scientific properties of natural polymers. Ages 6+. TK-550026 $19.99
Space Blaster
This retro space blaster comes with gear driven rewind trigger and LED lights when fired. 71⁄2" x 21⁄2". Ages 3+. OTC5820 $9.99 WARNING: CHOKING HAZARD – Small Parts. Not for children under 3 years.
Holiday 20
Day & ModeNight s!
18
Ultimate Slime & Putty
Lab 8 FASCINATING VARIETIES OF SLIME & PUTTY including Magnetic Putty, Fluffy Slime, Glow-inthe-Dark Putty, DIY Slime Lab, Liquid Slime, Color Changing Putty, Snotty Slime and Bouncing Putty. Comes with storage tins, accesssories, & learning guide. Non-toxic. Ages 6+. JMWULTSPL $29.99 WARNING: CHOKING HAZARD – Small Parts. Not for children under 3 years.
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Neon Colouring Space
Space themed drawing set includes pages, 2 handy storage drawers, 36 coloring 5 sheets of gorgeous full-color stickers and 3 quality double-sided Neon markers. Ages 3+. SH-60240 $12.99
Ooze Labs Chemistry Station
See how much fun chemistry can be as you do slimy, fizzy, colorful, and bubbly experiments. This cool laboratory setup has lots of different vessels and pieces of lab equipment so kids can play the while doing real, safe experiments. role of chemist Ages 10+. TK-642105 $39.99 WARNING: CHOKING HAZARD – Small Parts. Not for children under 3 years.
Day & Night Globe
This 10" diameter acrylic globe has a light inside, allowing it to function in two modes: illuminated day mode that displays a nonpolitical map of Earth, or a light-up a physical and night mode where stars and constellations shine through from the inside. Ages 12+. TK-673017 $49.99
Sea Monkeys® on Mars
Retro Sea Monkeys® are back in this Mars aquarium! Includes eggs, growth food and everything needed to hatch your tiny little pets. Ages 6+. SH-23229 $19.99
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including children, had a phone either in hand, on the table, or in their laps. Whenever I watch a major sporting event on television, I can’t resist scanning the shots of the crowd to count the number of fans who are looking down rather than up. Then I will inevitably wonder aloud about the price of those Superbowl tickets, and what could possibly be so compelling on a small screen. Those people are within their rights, of course, but that’s not the case with phone addicts in many other circumstances. Every day, for example, I see people driving cars while their attention is at least partly on their phones. Sometimes it’s merely annoying, like when you have to honk your horn to tell the guy in front of you that the light has turned green, and other times it’s truly terrifying, like when a car coming toward you crosses the center line for no apparent reason. I’ll spare you the rest of my litany of cellphone complaints – you probably have your own list of pet peeves anyway – and I won’t pretend that I don’t have a smartphone, or that I don’t see any value to them. Having so much information and capability at one’s fingertips is constantly (continued on page 7)
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ometimes it’s difficult to separate our philosophical opinions from our selfinterest. Do we favor certain government programs, for example, or tax policy, or whatever because we think they benefit the country as a whole, or because they benefit us personally? They can do both, of course, but it certainly muddies the water. That’s why I usually refrain from expressing strong feelings about kids and electronics. Coming from a print publisher who serves the more traditional toy market, an anti-technology rant is likely to come off as biased and self-serving. Having said that, I should also acknowledge that I am not a fan of our cellphone-based culture, regardless of whatever effect it may have on my business. Part of that is just an old-school affection for the physical objects I grew up with. I like cars, books, bats and balls, board games, and all manner of mechanical gadgets. The virtual version of those things holds no special appeal to me. The other part is the alarming disconnect between people in general and the immediate world around them. Last Thanksgiving I looked around the table and found that most of the extended family,
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866.237.0189 www.ToyCollectionRetailer.com
info@ToyCollection.com
VISIT US AT TOY FAIR BOOTH #5834 January/February 2019 • • • • • edplay.com 3
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For People Who Sell Toys
January/February 2019 Volume 26, No. 1
18
18 22 30
The Toys are Back in Town
It’s toys from dawn ’til dusk and longer for the folks who travel to New York. Here’s just some of the fun Toy Fair has in store for us.
Visit edplay Advertisers Don’t Work the Deals, Work the Toys
Phil Wrzesinski offers a word to the wise about buying for your store during the busy show season.
4 edplay.com • • • • • January/February 2019
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Wordplay
12
On the Rise
26
Sensational!
34
LEARN to Outsmart the Competition
Hold the Phone by Kevin Fahy
For the past 25 years, The Red Balloon Toy Store has been expanding in and around Salt Lake City. It’s known for its sharp employees, a big heart for service, and a keen eye for skill-building toys.
Sandy Ruben discusses the top-selling tactile and sensory-play products.
ASTRA reveals the ways retailers learn about their businesses every day, and offers ideas for learning more. edplay’s regular
retailers recommend Fabulous Products
column will return in the next issue.
(continued on page 6)
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(table of contents continued from page 4)
48
54
Opinion
Drowned Out Retailer Harold Herkowitz, Toys for Thought, broaches the subject of Amazon and how to level the playing field.
departments 36 new and true
The latest launches and perennial bestsellers
Endcap
Color Coding The man behind TOTY Finalist Turing Tumble talks about his invention, what makes it popular, and how retailers can make it tumble off their shelves into homes and schools.
38
49 52
Industry News Index of Advertisers
42
®
Welcome to the New World of Madame Alexander Madame Alexander’s beautiful dolls encourage little ones to love and nurture, teaching them empathy and kindness. Visit us at Toy Fair Booth 951, and find out why it’s a new world at Madame Alexander!
www.madamealexander.com Retail enquiries call 833-MADAME A (833-623-2632)
6 edplay.com • • • • • January/February 2019
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(continued from page 3)
amazing, and I often wonder how different my life would have been had that technology been developed a generation earlier. Nonetheless, were I given the choice of a world with or without cellphones, I would choose without. I realize that puts me out there on the fringe, and I sometimes feel like I belong to an isolated band of eccentrics. That’s why I was so interested in an article I came across last October in The New York Times. It was entitled “The Digital Gap Between Rich and Poor Kids Is Not What We Expected,” but what really got my attention were the first two sentences. “America’s public schools are still promoting devices with screens – even offering digital only preschools. The rich are banning screens from class altogether.” According to the author, Nellie Bowles, the primary concern of the educational community, until recently, was that affluent students would have earlier access to the internet, and would develop tech skills that would give them an even greater advantage over poorer kids than they already have. There would be a digital divide, in other words, that would exacerbate the division between the haves and have-nots. That dynamic, she says, has now been turned on its head. The backlash has been particularly strong in places like Silicon Valley, where parents of young children are among the wealthiest, and also the most tech-savvy in the country. There they have established screen-free private schools, stricken electronics from Christmas lists, and deputized their nannies as “phone police.”
Elsewhere in America, parents are banding together into support groups, knowing that withholding electronic toys from children is not going to make them very popular around the house. Misery likes company, but more critical to the effort is the validation that comes from other parents who are making the same argument to your kids’ friends. One such group, in Kansas City, is called START, which stands for “Stand Together And Rethink Technology.” Around 150 parents gather monthly in school libraries for the sole purpose of discussing the need to separate kids from screens. Thankfully, parents are not alone in the struggle. The American Academy of Pediatrics came out with a statement in early December that explicitly warns parents about the dangers of electronic screens and extols the value of traditional toys. I strongly recommend that you read the entire statement, and that you convey to parents the advice it offers them, including the following. • Understand the most educational toy is one that fosters interactions between caregivers and children in supportive, unconditional play. • Choose toys that are not overstimulating and encourage children to use their imaginations. • Use children’s books to develop ideas for pretending together while playing with toys. • Limit video game and computer game use by young children. Total screen time, including television and computer use, should be less than one hour per day for children 2 years
Visit us at booth #6547 in NYC !
January/February 2019 • • • • • edplay.com 7
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wordPlay
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or older, and avoided in those younger than 18-24 months. I know these ideas are not new to you, nor to me either, but unfortunately a lot of parents, and even a lot of teachers, still suffer from the misconception that early exposure to electronic devices will somehow make kids more tech savvy, and better equipped to thrive in a digital world. People in the technology sector scoff at that notion, because they understand that the future lies in things like artificial intelligence and big data, not in being able to use a cellphone. They tend to worry a lot more about their kids having an attention deficit disorder, or a behavior problem, or lacking the social skills required to find a job or a mate. Those kids are likely to grow up without excessive screen time, surrounded by attentive parents and traditional toys, but others may not be so lucky. Recent studies have shown that lowereht eusruP income teenagers spend 50 eshatabout setussareubP eshat screens e u s r u P percent more time using ,aniTst,tsaweebN s a s t s a e b than do higher-income teens, N r,aonieTin,tew eueQ tew eN and that African-American r,aonbieToinc,and aeJuQ Q beoinceaeJuto Hispanic children arero exposed bocaJ screens much more than white children are. Eventually, I think that most people will come to see the risk inherent in the proliferation of screens in our culture, and consequently the importance of traditional toys. In the meantime, way too many kids are exercising their thumbs, and very little else.
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THIS FALL! AVAILABLE MSRP: $29.95
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EPY_01_JanFeb_01-28_2019.indd 9
HARRY POTTER characters, names and related indicia are © & ™ Warner Bros. Entertainment Inc. WB SHIELD: © & ™ WBEI. WIZARDING WORLD trademark and logo © & ™ Warner Bros. Entertainment Inc. Publishing Rights © JKR. (s18)
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The original B2B magazine for the specialty toy industry, edplay has been devoted to locally owned and independent stores for 25 years. PUBLISHER J. Kevin Fahy kfahy@fwpi.com
MARKETING DIRECTOR Amy Colburn amy@fwpi.com
ADVERTISING DIRECTOR Tim Braden tbraden@fwpi.com
EDITORIAL Tina Manzer, Director tmanzer@fwpi.com
ADVERTISING SALES Todd Crayton todd@fwpi.com
ART Mark Stash Production Manager mstash@fwpi.com
E-NEWLETTER & ONLINE ADVERTISING Rick Kauder rkauder@fwpi.com
Maia VanOrman Designer maia@fwpi.com Cody Brackett Designer cody@fwpi.com
Copyright © 2018
EDITORIAL OFFICES PO Box 1080, 171 Reed St Geneva, NY 14456 800-344-0559, 315-789-0458 FAX: 315-789-4263
RESERVE AN AD IN EDPLAY Issue Deadline Mar/Apr 2019..................................... February 1 May/June 2019 .....................................March 29 July/Aug 2019 ............................................. June 7 Sept/Oct 2019.........................................August 2 Nov/Dec 2019.......................................October 4
Fahy-Williams also publishes Toy Times
the magazine of the American Specialty Toy Retailing Association
Educational Dealer
educationaldealermagazine.com
Life in the Finger Lakes lifeinthefingerlakes.com
ROBEX
for the Rochester Builders Exchange
Gradient
the magazine of the Association For Creative Industries craftandhobby.org
Art Materials Retailer artmaterialsretailer.com
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10 edplay.com • • • • • January/February 2019
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I
e On the Ris by Claire Sykes
It was the last thing they expected: when Yamil Castillo and his wife Sue walked into a Salt Lake City toy store 25 years ago, they not only bought a toy, but also the store itself. Well, almost. It didn’t exactly happen that day, but it wouldn’t be long. The “Store Closing” sign told them that the owners wanted out. And Yamil wanted an “in.” Forget that he had no experience with toys or running a business. Never mind that he was going to school, working fulltime, and starting a family – all while trying to improve his English. With his language limitations, Yamil had watched opportunities fly right past him. Not this one. He bought The Red Balloon Toy Store for a song, kept the name, and dove in. He met with reps who guided him, and attended trade shows. He filled the store’s shelves with product, and gradually built a loyal customer base. Today, The Red Balloon Toy Store boasts five locations in Utah. Yamil’s kids are all grown up, and one of them, David Castillo, is now the company’s vice president. From The Red Balloon Toy Store in Salt Lake City, David talked to us about all this and more.
edplay: Wow – your family has managed to keep Red Balloon growing for a quarter-century! We’ve been fortunate. A knowledgeable and friendly staff combined with an exciting product mix has created a base of customers that just keeps returning. We’ve always encouraged employees to engage with people and build those relationships. We do particularly well with customers who know who they’re shopping for, but have not yet found that one
12 edplay.com • • • • • January/February 2019
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While all five Red Balloon Toy Stores stock the same mix of products, the two in Provo and Logan – college towns – sell more board, card and dice games.
toy they can get excited about. Our staff is the light bulb for them. The store’s tagline, “Smart toys for smart kids,” is also our guiding star for product selection. We only carry toys that contribute to the development of the child and encourage his or her creativity. They’re also awesome, fun toys! Customers tell us they love arriving at a birthday party with a gift no one has seen before. What are your bestsellers? Our top sellers are novelty and impulse items, then games, arts & crafts, plush, and outdoor and building toys. We sell a lot of games. Grandpa Beck’s Cover Your Assets has consistently been our most popular for the last couple of years. Classics like Five Crowns by SET are also customer favorites. Like most toy stores, Crazy Aaron’s Thinking Putty has been a huge year-round seller for several years, along with LEGO, one of our top 10 brands. We also sell a lot of products from Melissa & Doug, Toysmith, and Ty. Who are your customers? Mostly moms of children up to age 12. We target stay-at-home moms with TV ads that run during the day. What kinds of toys are they looking for? Ones that fulfill a special need, like helping their child learn the alphabet or how to roll over on their tummy. Or, they want a more involved toy that an older child can stay engaged with longer.
Featured in:
Helping Kids Get Smart About Money® For more information: 800.413.0073 x203 Sales@moneysavvy.com Contact: 800.413.0073· Sales@moneysavvy.com
Where do you get ideas for new products to bring in? We go to Toy Fair in New York and ASTRA’s Marketplace, but many ideas come from parents who visit the store and ask for a toy that their kids may have seen at school. Before we bring anything in, we consider the toy’s price point, and playtime and replay values. If it’s good with those, and we think our customers would find the toy cute or fun, we’ll give it a try. My father does the majority of the buying with my help. Hands-on displays attract kids at each of the five Red Balloon Toy Stores. January/February 2019 • • • • • edplay.com 13
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How did he grow Red Balloon Toy Store from a single location to a chain? What was the progression? The original Red Balloon had been operating in Salt Lake for about 10 years when my parents bought it in 1993. It wasn’t very well-known at the time. A year later, they opened a second store in Sandy, 14 miles away. Just south of that, in 1998, they bought out a toy store in Provo, but it didn’t
Do each of the stores have a different product mix? No, it’s pretty much the same, although the stores in Logan and Provo – both college towns – sell more games. Asmodee board games, especially Catan and Ticket to Ride, sell well at the Logan store. The Salt Lake, Sandy and South Jordan locations have the highest volume. The Provo store, because it’s in a mall, sells a lot of Toysmith’s low-priced novelty items – from bouncy balls to kazoos – along with other toys in the impulse category. What is the biggest challenge of running multiple toy store locations? Well, it’s a challenge to bring in new
From left – David’s folks Yamil and Sue, The Red Balloon in Sandy, Utah; employees are great at engaging with customers, says David.
stay open long due to poor sales. Skyrocketing rents did the same to the store that replaced it – in American Fork – within five years. Farther north, the Logan store opened in 2012. That’s now our third location. We opened our fourth in 2014, again in Provo, but in a different part of town. Our newest store opened in October in a shopping center in South Jordan, a suburb of Salt Lake City. It’s our biggest at 7,500 square feet. How do your other locations compare in size to South Jordan? The one in Logan, in a strip mall, is 7,000 square feet. Our stores in Sandy and Salt Lake City, also in strip malls, are each 6,500. The Provo store, in a mall, is 5,500 square feet. Currently, we have 58 employees.
customers. We may address that in the future by selling products that have more mass appeal. People will come in for those, then see our wide assortment of specialty toys. But the biggest challenge for me, personally, is prioritizing my time while wearing several hats – buying, human resources, marketing, building the website, and strategic planning. Balancing all of those takes time and mental energy. For instance, if a store manager is having a tough week, I want to listen and then think about how we can help. That takes an emotional toll because I care about my staff and the challenges they face, too. I find that what works best is spending 80 percent of my time bringing in tomorrow’s sales and 20 percent of my time bringing in next year’s. But then the phone rings and it’s a manager who needs help with inventory or has staffing issues, or they’re low
14 edplay.com • • • • • January/February 2019
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on a certain brand and we need to buy more product. Sometimes resolving these issues takes time and then I can’t remember what I was in the middle of doing before the call! Especially now that we have five stores, my dad and I recognize that it’s important to delegate to our managers and other employees. We choose the ones who are most likely to succeed at the task; the ones who have grown with our company and have the skill sets we need. And then we trust them. Delegating helps them feel valued because they’re allowed to exercise their strengths and they’re recognized for what they bring to the table. In 2014, I learned and wrote some code, letting a cloud application handle the more tedious parts of the business. One of the biggest – recording the steps from purchase order to product on the shelf – became automated. As a result, we were able to cut the hours we normally spend on that process by just over half. The system also keeps track of which product
16 edplay.com • • • • • January/February 2019
lines sell at prices close to cost or less than online prices. We “scrape” our product list and grab Amazon pricing on those items. If it’s a price battle we don’t want to fight, we won’t carry the product anymore. Automated metrics, which includes sales history, helps us allocate the right amount of product to each store. Do you plan to open more stores? We hope so, eventually. Meanwhile, thanks to website improvements, we’ll be able to draw more sales volume online, as if our site was a sixth brickand-mortar store. What do you like best about your job? The toys themselves. And problem-solving. It’s so fulfilling being faced with a challenge and then overcoming it. I also like knowing that no matter what I’m doing, every day is different.
R I AF Y O T K R O Y W E N E H T TA S U T I S I V 5 3 5 2 . O N H TO OB 910 2 , 91- 61 BE F
0049.775.615 | MOC.SEIBURYBENIGAMI.WWW | SEIBURYBENIGAMI@
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VISIT US AT THE NEW YORK TOY FAIR BOOTH NO. 2535 FEB 16 -19, 2019
@IMAGINEBYRUBIES | WWW.IMAGINEBYRUBIES.COM | 516.577.9400 EPY_01_JanFeb_01-28_2019.indd 17
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Toys The
are Back in Town
by Tina Manzer
N
ew York City was unmasked recently as a city that sleeps like a log. According to a study conducted by Calm, the award-winning sleep, meditation and relaxation app, New York is the “Best Slept” city in the northern U.S. It ranks 21st on the company’s index of 25 of America’s largest cities (as of the last U.S. census), which is based on the sleep troubles of their inhabitants. “Would Sinatra sing the song today that he made famous in 1973?” asks Calm company cofounder Alex Tew. “Our data might make him hesitate.” But when the toys are back at the Javits Center, Saturday, February 16 through Tuesday, February 19, you can count on The Big Sleep becoming The Big
Apple – at least for the 30,000 or so buyers and other visitors attending Toy Fair. There’s simply no time to rest. The thrill of first-nighting Toy Fair officially kicks off at 6:30 Friday evening with a big party, The TOTY Awards Gala, at the historic and glamorous Ziegfeld Ballroom. Known as the “Oscars of the toy industry,” the event honors the top toys, games, and properties in 17 different categories, and celebrates the induction of toy industry trailblazers into the Toy Hall of Fame. This year there are three: the late Stan Lee, former editor-in-chief, publisher, and chairman of Marvel Comics; Brian Goldner, chairman & CEO of Hasbro; and the late Joe
Mendelsohn, president of Kenner Products. Tickets for the gala (reception, awards ceremony, dinner and afterparty) are $395 per person. Tickets for the afterparty only, which begins at 9:30, are $95. Proceeds support the philanthropic work of The Toy Foundation, which delivers new toys to children in need. Worth waking up for The exhibit halls open each day at 9 a.m. with booths – about 1,000 of them – showcasing 150,000 or so toy and entertainment products. It takes 445,000 square feet to accommodate them all this year, says Marion Bossard, the Toy Association’s executive vice president of global market
18 edplay.com • • • • • January/February 2019
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events. It’s the largest the Toy Fair has ever been, and it uses every inch of space available. Don’t miss the Launch Pad tucked in the back of the Javits Center’s lower level! This exciting group of 108 first-time exhibitors offers unique and never-seen-before products that can help specialty toy retailers differentiate their mix. Pace yourself The exhibit hall closes each day at 6 p.m. except on Tuesday, when the booths pack up at 4. But that doesn’t mean the day is over for the typical toy professional. On Saturday at 5:30 p.m., for instance, the American Specialty Toy Retailing Association (ASTRA) will host an MVP networking event (“Meet, Visit and Play”) for its members, complete with food, drinks and games, at Javits Center Level 1. At 6 p.m., all Toy Fair attendees are invited to a
Welcome Reception, also on Level 1, hosted by the Toy Association. On Sunday evening, ASTRA will hold another after-hours event, its annual Night in New York Party at Clyde Frazier’s, 485 Tenth Avenue. The happyhour networking opportunity includes food and drinks. Tickets are available at astratoy.org. Also on Sunday, members of the Canadian toy industry will celebrate the fifth anniversary of the Great Canadian Play Date at 6 p.m. in the hospitality lounge at Javits. At the same time, at Pier 60 at Chelsea Piers, Women in Toys will present its annual Wonder Women of Toys awards gala. In addition to the networking events, award ceremonies, parties and exhibits, a number of educational sessions will be held at the Javits Center during the four days of Toy Fair. Here are just a few.
20 edplay.com • • • • • January/February 2019
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Play Innovation Panel, Sunday, 10 a.m. This session shines a spotlight on the ways emerging tech (artificial intelligence, robotics, virtual reality and augmented reality) are changing the way kids play today, and shaping the toys and games of the future. “What Makes a Toy a STEM/STEAM Toy?” Sunday, 1:30 p.m. This interactive panel discussion will help you promote a toy as STEM/STEAM. Experts representing toys, play and education will explain that STEM qualities should be more than just a label on a box. The Toy Trends Briefing, Sunday, 4 p.m. Get an exclusive first look at the top toy trends of 2019. Using examples from the show floor, Toy Association trend experts will tell you where to find them in the exhibit hall.
ASTRA’s Share the Fair, Monday, 8 a.m. ASTRA members can enjoy a breakfast buffet and coffee while they share the hot finds they’ve discovered walking the aisles of Toy Fair. “Influencer Marketing at Any Size,” Monday, 1 p.m. Join the founders of the family influencer conference Clamour to learn how you can make influencer marketing a core part of your brand strategy. “Toying With Social Media: New Names in the Toy Space,” Monday, 1:30 p.m. A look at how social media influencers are shaping the toy industry in support of new licensed toys and products.
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See what edplay’s advertisers have to offer at the
New York International
TOY FAIR!
Booth 203
USAopoly Inc. See ad on page 9
Booth 242 Set Enterprises The best deal at the New York Toy Fair! Spin the prize wheel at our booth to win a free case pack of games when you order the new Zangle game. SET fans of all ages will enjoy the shape-twisting, mind-bending challenge of visual perception found in Zangle! See ad on page 44
Booth 309 Hubelino Since 2008, Hubelino has inspired the tinkerers and thinkers of tomorrow with its made-inGermany marble-run system that’s 100-percent compatible with plastic bricks made by other companies. HABA USA is Hubelino’s official and exclusive distribution partner for the USA and Canada. Discover the award-winning marble run product line at HABA USA’s booth and feel the German quality. See ad on page 37
Booth 435
Booth 951
PlayMonster Stop by to check out our four TOTY finalists: Relative Insanity (game), Marbleocity (construction), Kid O Hudson Glow Rattle (infant/toddler) and Automoblox (vehicle). See ad on page 2
Madame Alexander Doll Company It’s a new world at Madame Alexander – our New Yorkbased design team has created new products inspiring empathy, embracing diversity, and encouraging creative play. A new ownership team brings best-in-class marketing, customer service, and fulfillment. Madame Alexander offers quality dolls that create meaningful, enduring, inspiring relationships. Visit us to learn more! See ad on page 6
Booth 739 Magformers See ad on page 41
Booth 749 Aurora World Aurora World is a leading manufacturer in the plush toy and gifts industry. They are known for being the creators of YooHoo, and will be launching a Netflix Original series called “YooHoo to the Rescue,” which will be airing in April 2019. In addition to new product lines for 2019, they are now introducing a fresh and upscaled sustainability program. Come by their booth to see what is hot and new in the industry. See ad on the half wrap
Booth 765 Crayola Crayola believes in unleashing the creativity and self-expression that lives in the young and young at heart. Come see what Crayola has in store for 2019! Expect to experience colorful, creative fun in new and memorable ways! Contact your Crayola sales representative to make an appointment. See ad on page 25
Booth 955 Lee Publications Big changes are here! Lee Publications is rolling out brand new packaging at Toy Fair! This is the most significant update that has been made to our packaging in more than 45 years. The NEW package is sleek and beautiful and designed to sell. We can’t wait to show it off! There are more surprises ahead, but we would rather show you in person, so stop by! See ad on page 8
Booth 1039 The Toy Network The Toy Network is excited to deliver a world of imagination to you, so make sure you stop by our booth to check out the trendiest novelties and impulse toys of 2019! Explore our selection, and don’t forget to take advantage of our knowledgeable sales representatives. See ad on page 28
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NYTF BOOTH #
5747
Booth 1144 Learning Express Toys You need to place 20 orders, run payroll, train the new staff and get that email out. We get it! Convert your store, remain locally-owned and take advantage of Learning Express resources to help run your business. With more than 110 locally-owned franchise locations across the U.S., we understand firsthand just how rewarding and challenging our industry can be. Get access to custom graphics and marketing support, a prenegotiated buying program, proprietary sales analytics software, hot products tips and much more. You’ll still control your inventory and your business, but you won’t have to do everything yourself. We like to think of Learning Express franchisees as independent store owners who make up the Learning Express family. See ad on page 29
Booth 1565 Schleich Schleich will have more than 80 new and meticulously detailed hand-painted figurines and playsets on display. Their superior quality and designs inspire creative, imaginative play. Look for the HUGE 15-foot T-Rex replica from Schleich’s Dinosaurs collection on display in the lobby. See ad on page 20
Booth 1665 Toysmith For almost four decades, Toysmith has been one of the industry’s most trusted wholesalers and distributors of quality toys and gifts to stores nationwide. It offers an extensive portfolio of products covering every toy category and play pattern; innovative, on-trend gifts and world-class customer service. Visit our booth to experience all-new exclusive products including unique active play games such as Warrior’s Mark Axe Throwing, plus on-trend and innovative inflatables, the new Beetle & Bee gardening line, a vast selection of STEM toys and more! See ad on page 35
Booths 2519 and 2619 MW Wholesale Visit MW Wholesale to see the MindWare and Peaceable Kingdom collections! With play-based learning designed into every product, MindWare (#2519) answers the growing need for educational toys and games. The Peaceable Kingdom (#2619) line of wholesome, adorablydesigned, high-quality products nourish children’s social-emotional and cognitive development. In everything we do, lasting play value is paramount and quality is never compromised. See ad on page 19
Tel: 201-771-0039 Email: info@thelazydog.co Website: www.thelazydog.co
In business for 25 years!
Largest juvenile collection of gift wrap in the world We ship to all 50 states!
Ask about our show specials! Toy Fest West Booth 1010 Toy Fair Booth 6212
Artistpointwrap.com | 800-429-9727 January/February 2019 • • • • • edplay.com 23
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Booth 2535 and 6107 Rubie’s Costume Company “Imagine” by Rubie’s, the toy division of Rubie’s Costume Company, will be showcasing its award-winning, high-quality designs. Included are many popular licenses from Marvel, WB, Star Wars and more, that are offered as separates and in beautifully designed gift boxed sets. See ad on page 17
Booth 2735 Adventure Parks See ad on page 27
Booth 2803 Koplow Games See ad on page 53
Booth 5747 The Lazy Dog & Co. Visit The Lazy Dog & Co. at the New York Toy Fair and learn about all of its unique brands! Experience the magic of Light Stax, the beautifully illuminated construction blocks. Check out the latest models from TICO mini bricks, including the brand new line of wooden automaton kits, featuring lifelike motion. Free demos, FFA, and other special offers are available. thelazydog.co See ad on page 23
Booth 5762 D Now/Uncle Bubble See ad on page 52
Booth 3149, 4A2
Booth 5834
Asmodee Our games tell immersive stories that inspire people to push the boundaries of their imagination. Using the narrative power of games, we aspire to create experiences that follow game players throughout their life, across all forms of media. Stop by our booth to take advantage of the show-exclusive special on brands like Catan, Pandemic, Spot It!, Ticket To Ride, and more! See ad on pages 15, 31, 55
Toy Collection Catalog Reinforce your store brand in the marketplace with one of our specialty toy catalogs. Plus, reap other benefits such as special vendor terms, a trendy product assortment, and shared expertise. Visit us at Toy Fair or call 866-237-0189 to claim your market territory. See ad on page 11
Booth 5650 Two Bros Bows Two Bros Bows was invented by Duncan and Hayden at the ages of 10 and 7. Come check out their kidfriendly, third-party-tested bow and arrow sets. The family’s life motto is “Work Hard Play Hard.” Our award-winning, made-in-the-USA products provide imaginative ideas to kids for getting outside and enjoying the outdoors. See ad on page 47
Booth 5743 Pink Poppy See ad on page 8
Booth 5944 UGears US Discover well-engineered laser pre-cut mechanical models for selfassembly. They are quickly gaining popularity due to their intricate designs and moving components. See ad on page 46
Booth 6179 Djeco Discover 171 new items at our booth at Toy Fair! From the minds and hearts of our brilliant creative team in France, we bring you toys, gifts and decor to fill your store. Our mission is to introduce children to the life and work of modern-day artists to inspire the next generation of dreamers and creators. See ad on page 49
Booth 6207 The Good Toy Group Come by and meet our office team and family of members who leverage our programs and resources to Rock Their Marketing! See ad on page 25
Booth 6212 Artist Point Giftwrap See ad on page 23
Booth 6242 Turing Tumble Experience hands-on coding with Turing Tumble, named the “Best Overall STEM Toy” by smithsonian. com. It’s an ASTRA Best Toys for Kids and a TOTY “Rookie of the Year” finalist. Stop by the booth to see this marble-powered computer (no batteries needed!) in action, and also take advantage of a special Toy Fair only promotion: 50-percent off shipping with a minimum order of two cases. See ad on page 5
Booth 6007 EDC Publishing See ad on page 16
Booth 6110 Romanoff Products Stop by and check out all of our colorful storage solutions! We have some great new products available now, AND we are offering free shipping on orders of $750 for all of 2019! See ad on page 49
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Rebel Girls/ Timbuktu Labs Timbuktu Labs is home to the global bestselling series Good Night Stories for Rebel Girls. With more than 3.5 million copies sold worldwide, the Rebel Girl movement is proving unstoppable. Stop by our booth to hear more about the newest title, I Am a Rebel Girl: A Journal to Start Revolutions. Show the ad in this magazine for a special bonus gift! See us at Booth 616 at ToyFest West/Las Vegas/ March 10-12 See ad on page 33
Booth 6335 Kala Brand Kala Ukulele is the world’s largest and most recognized brand of ukulele. Kala is known for quality, value and choice of selection—there is something for everyone! Every instrument includes access to educational materials making it easy for anyone to start learning the ukulele. See ad on page 45
Booth 6435 Fat Brain Toy Co. Known for its colorful and innovative toys, games and brainteasers, Fat Brain Toy Co. is excited to launch more than 40 new items at Toy Fair. Spanning from infant and toddler toys to games and “craftivities,” the selection from Fat Brain Toy Co. continues to expand in diverse new directions. The company has plans to launch another dozen new items at ASTRA’s Marketplace in June. See ad on page 56
Booth 6444 Valtech Come check out their NEW 2018 MagnaTiles collection, which includes sets with mirrors, center magnets, free-moving magnets, stickers and glitter! In addition to the five new Magna-Tiles sets, we’ve launched another line – Magna-Qubix. What is your dream? We challenge you to stop by and build it! See ad on page 46
Booth 6547 Sentosphere Sentosphere’s products are designed and produced in its own factory in France. Supporting the specialty toy market, Sentosphere doesn’t even sell to the mass market. They have low minimums, ship quickly, and have great products that enable children to express their artistic senses while still allowing them to have fun. See ad on page 7
Booth 6763 Wrebbit Puzzles Internationally renowned for 3-D puzzles based on the Wizarding World (Harry Potter) franchise, the iconic 3-D puzzle maker Wrebbit is officially launching Wrebbit3D Game of Thrones puzzles (Red Keep and Winterfell) during the New York Toy Fair. They are a must for all fans of this famous HBO series; available just in time for the lead-up to the muchanticipated final season of the series in April. See ad on page 10
MARKETING • PRINT • DIGITAL • SOCIAL MEDIA Personalized Print and Digital Catalogs Outstanding Toy Selection and Trend Research Social Media Intelligence and Programs Impactful Buying Programs Expert Design, Marketing and Business Strategies Zip-Code Protected Advertising Zone
© 2018 The Good Toy Group®
Booth 6319
ROCK YOUR MARKETING! COME SEE US AT TOY FAIR!
Toy Fair Booth 6207 Heather Smith Heather@TheGoodToyGroup.net 401-284-0610 GoodToyGroup.com
Captur eT Notes a houghts, nd Doo dles with Ta ke Note ! A su ite of I nn Tools f ovative Writ ing rom Cr ayola
Call Crayola 1-800-443-7771 for more information January/February 2019 • • • • • edplay.com 25
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Sensational! by Sandy Ruben
Mad Mattr, Relevant Play
S
ome of the top-selling products in toy stores last year revolved around tactile and sensory play. With the help of my focus group of toy retailers around the country, I recently set out to discover what the most popular items are in this category. There are so many products within this category that we divided it into subcategories. “Compounds” was the first group we looked at. The top-ranking compound is Crazy Aaron’s Thinking Putty. Liquid Glass is its top-selling item, followed closely by all the Magnetics. In late 2018, Crazy Aaron introduced Enchanting Unicorn and it, too, was a big hit. In second place is Mad Mattr from Relevant Play, and in third place is Play Foam from Educational Insights. Rounding out our top five most-popular compounds are two items from Play Visions – Floof in fourth place and Play Dirt in fifth. Another company has the potential to break into our top five. Pinch Me Therapy Dough has been a solid seller in many of our stores. Another subcategory is “tactile.” Tactile toys are simply fun to touch and hold, and four companies dominate: Toysmith, Play Visions, ORB Toys, and Schylling. They all continually produce items that are amusing (and sometimes weird) to touch. The runaway tactile bestseller is Nee-Doh the stress ball from Schylling. Coming in second is Toysmith’s stress ball Isoflex. Third place also goes to Toysmith for Slime Time.
Rounding out our top eight in order are these: Squeezamals from License 2 Play, Bubbleezz from ORB, Potty Putty from Toysmith, Lava Jelly Slime from Schylling, and DNA Ball from Play Visions. There are a few products that didn’t make our survey, but have the potential to be really strong sellers in 2019. They are the Giant Morph Gel Ball from Play Visions, and Plopz and Halfeez from ORB. Another subcategory is “Impulse.” The top pick was pull-it/stretch-it toy Stretch Armstrong from Super Impulse. Best tactile toy for 1-year-olds was Dimpl, hands down. Our retailers were effusive in their praise for this great item from Fat Brain Toys. My focus group also ranked craft kits that included a compound. Their top pick was Klutz’s Clay Charmers, but Relevant Play’s kits featuring
Plopz, Orb
26 edplay.com • • • • • January/February 2019
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A Classic Swing
AdventurePARKS.com
A Classic S wAi n g Classic Swing EPY_01_JanFeb_01-28_2019.indd 27
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Toki Dough – released late in 2018 – were also mentioned. They appeal to kids ages 8 through 11. “Fidget” in retail became almost a dirty word last year, but it seems we’ve now moved past it. However, the original appeal that caused the fidget craze has been extended to sensory products. They can be played with by kids – and adults – and I believe 2019 will be a very strong year for tactile and sensory play.
Dimpl, Fat Brain Toys
Three wonderful reps in the Carolinas shared with me their ideas on what products to include on the survey: thanks so much to Sarah Medina of Enchanted Moments, Kim Freeman of Diverse Marketing, and Becky Morrison of Carolina Marketplace.
Here are the retailers who participated in the survey this time. Thank you so much! Candace Williams from the Toy Maven, Karen Leppman from Finnegan’s Toys And Gifts, Christine Osborne fromWonder Works, Thea Brown from World Of Mirth, Jennifer Wyatt from Totally Thomas, Kai Rady from Shenanigan’s Toys; Emily Daniel from Hollipops Greenville, Todd Anderson from Hub Hobby Center, Sabrina Hack from Nana’s A Children’s Shop, Cindy O’Hara from Learning Express Alpharetta, Brian Miller from Geppetto’s, Wes Dunlap from Timeless Toys, Patrick Holland from Learning Express Chattanooga, Stephanie Sala from Five Little Monkeys, Rick Derr from Learning Express Lake Zurich, Pam May from Toys Unique, Ginger Milligan from Fantasy Island Toys.
Before he started his award-winning rep group, Sandy was a daycare teacher and director for 10 years. The eight reps of Sandy Ruben & Associates cover eight states and maintain a showroom in Atlanta’s AmericasMart.
www.thetoynetwork.com 1-877-777-4661
Create Tradition Quality That Lasts A Lifetime
COLLECTION
28 edplay.com • • • • • January/February 2019
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*
You need to place 20 orders, run payroll, train the new staff and get that email out. We get it. With more than 110 locally-owned franchise locations across the US, we understand first-hand just how rewarding and challenging our industry can be. Get access to custom graphics and marketing support, a pre-negotiated buying program, proprietary sales analytics software, hot product tips and much more. You’ll still control your inventory and your business, but you won’t have to do everything yourself. We like to think of Learning Express franchisees as independent store owners who make up the Learning Express family. *Figures reflect averages for 108 franchises that were in operation continuously for the full calendar year of 2017, as disclosed in Item 19 of our 2018 Franchise Disclosure Document issued April 1, 2018. Of these 108 franchises, 49 stores attained or exceeded the average total gross sales. A new franchisee’s results may differ from the represented performance. There is no assurance that you will do as well. This offering is made by prospectus only.
EPY_01_JanFeb_29-56_2019.indd 29
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WO
Don’t Work the Deals,
R
I
T e OY h t S K
ndependent retailers – and I include myself in this statement – are a bunch of hypocrites. We really are. Whenever we get together at a trade show, we sit around a table at the bar and share our horror stories of customers who pester us for deals and discounts; threatening to take their business elsewhere if we don’t match a price. Then the next morning, when we walk into a booth at Toy Fair or ASTRA, what’s the very first question we ask the vendor? “What is your Show Special?” We become the very customer we spent the previous night complaining about. Ouch. Toy Fair and ASTRA have become all about the deal and less about the toy – can I get it for cheaper so that I can sell it for cheaper so that I won’t have to hear from nasty customers how they can get it cheaper online or at Walmart? If your mentality resembles that at all, here is why I broke the habit of always and only being concerned about the deal.
by Phil Wrzesinski
SOMEONE WILL ALWAYS COMPLAIN ABOUT YOUR PRICES First, understand that someone will always have a better price and some customer will always complain. Let it go. You can’t win the race to the bottom so don’t even enter it. As Seth Godin said, “The only thing worse than winning the race to the bottom is finishing second.” You will always lose customers to lower-priced stores and websites, but if you’re focused on excellent customer service, you’ll win just as many on the flipside who care about convenience, service, and expertise. Payless Shoe Stores did an experiment. They opened a fake luxury shoe boutique called Palessi to see if they could sell their regular cheap shoes at designer prices. The goal of this experiment was to show that their cheap shoes are quite nice and compare well to the expensive shoes people buy. The fake store sold over $3,000 worth of shoes before they pulled the plug and told the customers about the ruse. You’ll be
seeing video from this experiment in upcoming Payless ads showing you how their cheap shoes are the same as expensive designer shoes. The flipside to this is that they also showed you can sell items at a much higher price than normal if you package them well, service the customers well, and go after a different clientele than would be found in a Payless store. NOTHING IS EXCLUSIVE The internet changed the whole concept of exclusivity for retailers. Pretty much everything you sell is also available online. Pretty much everything you sell is also available in nontraditional channels. With the closing of Toys “R” Us, vendors are scrambling to make up for lost sales. I have seen toys in hardware stores, farming stores, pet stores, and even a men’s clothing store! Every single vendor I have seen in these stores used to be exclusively in the independent, specialty-toy channel. Now they are everywhere. If you go hunting exclusively for exclusive products, you’ll miss out on a lot of great items
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Work the Toys your customers would love to buy from you. You’ll also be sorely disappointed come next Christmas when you find your “exclusive” item sitting on some cardboard stand at the car wash. LOOK FOR SOLUTIONS, NOT DEALS When I accepted the two facts that I would never be the lowest price in town and the products I was selling would be found in several channels, it freed me up to truly be a merchant. Instead of looking for deals, I went looking for solutions. I went looking for the kind of toys I would be happy to sell because of their play value, their construction, and their packaging. I went looking for toys that fit the 1 Wikki_EdPlay_Questions_Answered_PRNT.pdf
categories I wanted to cover, the needs of the customers I wanted to fulfill, and solved the problems my customers needed to solve. This changed the way I approached each booth. Did I ask about the show special? Yes! Did the show special alter what I bought, how much I bought, or whether I bought at all? Not really. First and foremost it was about the toys, the stories they told, and whether those stories matched the ones I wanted to tell and customers wanted to hear. When you match your products and their stories with your customers, you can unapologetically sell anything at any price regardless of whether someone can find it cheaper. 12/7/18 11:01 AM
WHEN A DEAL IS NOT A DEAL Not all the deals you’re going to see at Toy Fair or ASTRA will be good for you. I was a sucker for December dating terms, but I also had more than 16,000 square feet of selling space I needed to fill, plus another 14,000 square feet of warehouse space for the excess. I had the room and the need to write those big orders. If you don’t have the space or do the kind of volume that I did, that generous offer would be more damaging. You would have less flexibility to change around your product mix as your customers’ stories change. If you have to buy more than you want to buy to reach any deal, it is likely not in your best interest,
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and I used to make that mistake a lot. I would add one more item to the order – something I wasn’t totally sold on – to get to the next level of discount. Unfortunately, markdowns to move that item ate up any savings I got from the deal. You aren’t the Land of Misfit Toys. If you have to pad an order with an item you don’t feel strongly about, the deal probably isn’t all that good. THE BOTTOM LINE What’s most important is your bottom line. Finding the right products to sell is far more important to that bottom line than an extra 30 days to pay the bill, free freight, or a small discount off the top.
NY TOYFAIR BOOTH: #6319
Once you find the right products you can think about the deal. Just don’t let the deal dictate what you buy. Buy what you want and let the deals be the bonus or the icing on the cake. When you walk into a booth at your next trade show, focus on the solutions available to you,
not on the deals to get you to buy. Do that and you’ll be the customer every vendor wants to work with. As Payless showed us, you can sell anything you want at any price you want if you have the right solutions in the right packaging. As the former owner of Toy House and Baby Too in Jackson, Michigan, Philip C. Wrzesinski understands the challenges faced by independent merchants. Today, the speaker, author, and retail educator uses the lessons he’s learned in a lifetime of retail to help others find their success. You can learn more about Phil at PhilsForum.com.
TOYFEST WEST BOOTH: #616
NEW
Inspire girls to DREAM BIGGER, AIM HIGHER, FIGHT HARDER. Bring this ad to our booths or contact McCall Bennett-Lawrence at wholesale@rebelgirls.co or 424-353-0006 for a very special bonus!
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Learn
to outSMART the Competition
by Kimberly Mosley, President the American Specialty Toy Retailing Association (ASTRA)
“W
e already knew a lot about play before we decided to earn the Certified Play Expert credential from ASTRA,” says Melissa Pia Bossola Beese, CPE, owner of Little Pnuts Toy Shoppe in New Orleans. “The credential helped deepen and broaden our understanding of play, which gives us more confidence when we guide customers.” Little Pnuts has successfully branded itself as the store in southeast Louisiana for reliable information about toys and play for people of all abilities. Both Beese and her store manager have earned ASTRA’s Certified Play Expert (CPE) credential and they regularly provide training to all store staff on the importance of play for healthy child development.
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Melissa Pia Bossola Beese, CPE “Knowledge about play is a fundamental feature in our store and the core aspect of our customer service,” points out Beese. “Earning the credential is highly aligned with our mission. It’s our job to be the play experts. And the more we know about play, the more fun it is to run our store!” If you are like many owners
of specialty toy stores today, you know that upgrading the collective skill set of your workforce can translate into a stronger business and a more profitable bottom line. Better skills can mean improved customer service, greater efficiencies, more creative marketing, smarter financial management, and so much more, which is all critical to remaining relevant in a rapidly changing toy industry. It sounds simple enough, but how do you make it happen when you are already so busy? THE 70/20/10 MODEL Professional development experts have put this all in perspective; pointing out that a variety of workplace experiences contribute to learning. (continued on page 44)
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New True With the Sculpting Soaps Kit from SentoSphere, kids can create original, modern and artistic soaps in various colors. Opaque colorants and molds of different sizes and shapes allow them to experiment with transparency, opacity, color and shape to create an amazing assortment of soaps. The experience is as fun as the result is pretty. 561-400-8729, sentosphereusa.com
The delicate, wood-carved UGears Treasure Box gives you a glimpse into the mystery that the moving gears conceal. Inside, when the box is opened, you will find a small compartment for jewelry and small items. You may be sure that your treasures and secrets are safe with the UGears Treasure Box. 847-224-9776, info@ugears.us, ugears.us
Story Pals Soft Books from Aurora Gift are fun, colorful and educational fabric books. Three classic tales are currently available, and they are perfect for learning as well as parent-and-baby bonding. Their hook-andloop strap easily attaches onto cribs, car seats and strollers for incredible portability. auroragift.com, info@auroragift.com
Rubber Stamp Activities: Animals from EDC Publishing is a wonderfully imaginative activity book featuring rubber stamps and ink pads! Simple step-bystep instructions show how to create and stamp different animals, from hippos to hummingbirds! Just lift the lid off the ink pad and get stamping! edcpub.com
Schleich is kicking off 2019 with new introductions designed to enhance imaginative play. They include Puppy Pen, part of the Farm World Collection. This delightful playset for ages 3 through 8 features adorable and detailed puppy figures and accessories, including a water bowl and soft bed. 888-269-0826, orders@schleich-s.com 36 edplay.com • • • • • January/February 2019
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Visit us at New York Toy Fair:
HABA USA Booth #309
100% compatible with bricks from other manufacturers High quality product made in Germany From the age of 4 Awarded STEM toy Hubelino GmbH, Zum Königsberg 6, 41812 Erkelenz, Germany info@hubelino.com +49 (0) 2435 98005 60 www.hubelino.com Hubelino and the Hubelino® Logo are registered trademarks of the Hubelino GmbH. The displayed products are designed by Lippert Studios, Berlin. Design patents are issued for all products. © 2019 Hubelino GmbH
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New True The Money Savvy Pig is a bank for the 21st century. The unique four-chamber design helps kids understand they have four choices for their money – save, spend, donate and invest. They have fun setting and reaching their goals. moneysavvy.com
The Orchestra Observation Puzzle from Djeco U.S. helps you imagine that the animals of the forest have an orchestra. Is the wild boar the lead singer? DJECO illustrator Olivier Tallec brings this idea to life with the latest 35-piece jigsaw puzzle. Use the border of the puzzle for find-and-seek fun. Bonus poster included! for ages 3 and up 301-895-3790, Magna-Tiles Freestyle hello@djeco-us.com from Valtech is a game changer in the world of magnetic fun. Embedded within each new tile are nine free-moving magnets. Previously unthinkable angles and curvatures become possible, making it easier than ever to build things that emulate the natural world. magnatiles.com
The Heirloom Collection from Adventure Planet offers a wide variety of quality products made from soft acrylic plush that can be passed down for generations. They’re perfect for stocking your aquarium, museum, and zoo gift-shops. 877-777-4661
Continuing the family tradition since 1963, Voorco Designs provides Mini Personalized License Plates to retailers worldwide. This classic gift delivers high profits, and is sure to satisfy customers with superior quality. Display racks require less than 2 square feet, while the colorful display header attracts customers to these ever-popular souvenirs. voorcodesigns.com
38 edplay.com • • • • • January/February 2019
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Clockwork Dreams from The Lazy Dog & Co. is a new line of whimsical automaton kits featuring intricate moving parts. Designed by master artists, these mini-machines use cams, gears, ratchets and cranks to make the models come to life! 201-771-0039, thelazydog.co
Hubelino’s Basic Building Box is a mid-sized Marble Run Set with 123 pieces. It includes everything you need to get started. Made in Germany, it is 100-percent compatible with building blocks from other manufacturers. hubelino.com
A winner of multiple toy and game awards, Rory’s Story Cubes is the iconic storytelling game that fosters imagination and connection across all generations. The rules are easy: roll the cubes and tell a story. It offers an incredible journey in creativity and fun each time with limitless choices. wearehubgames.com
Lee Publications is excited to reveal its beautiful new packaging! It’s designed to sell! Fits Lee racks and peggable, and is now available for all 5-1/2 by 8-1/8-inch Invisible Ink & Magic Pen Painting books. See for yourself at Toy Fair, Booth 955. 800-626-8247, info@leemagicpen.com
Kala’s Makala Shark uke – pictured here in Surf Green, one of seven fun, aquatic colors – is known for high quality and value. Learn how to play! Each of our ukes comes with free online lessons and our free app with more than 1,700 songs and a built-in tuner! kalabrand.com
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New True
Afg Ho I Am a Rebel Girl: A Journal to Start Revolutions, a new title from Timbuktu, is a feminist activity book designed to encourage girls of all ages to become agents of change. Filled with 100 activities that prompt action, I Am a Rebel Girl is the perfect companion to Good Night Stories for Rebel Girls. contact “McCall” at 424-354-0006, wholesale@rebelgirls.co, rebelgirls.co/wholesale
Zangle from Set Enterprises is a game of brain-twisting shape-building fun! Players of all ages enjoy this simple yet challenging game of visual perception. A “Zangle” is two or more cards that make the shape on another card. Be the first to use all your cards to make Zangles to win! 800-351-7765, orders@setgame.com, setgame.com
Rat
With Dig It Up! Discoveries: Dragons from MW Wholesale, kids release 12 fantastical creatures from their golden eggs by soaking the eggs and chiseling away the shell. The excavation guide explains the powers each custom dragon figure possesses. Each egg is individually wrapped making this a great group or party activity! 800-296-9485, info@ mwwholesale.biz, mwsholesale.biz Step aside coloring books ... meet Wikkidoodling from Wikki Stix! It’s fun, easy and relaxing for stressed-out college students, overworked executives, worn-out moms and more. The handy-sized doodle pad and 36 Wikki Stix fit conveniently in a briefcase or backpack for a perfect antidote to stress on the go! 800-869-4554, info@wikkistix.com, wikkistix.com
With Jixelz from Fat Brain Toy Co., classic puzzle fun becomes an adventure in pixelated creativity! Each set comes with hundreds of vibrant, precision-cut micro jigsaw pieces. Follow instructions to connect them into stunning works of pixel art or let your imagination do the designing. 800-335-5621, fatbraintoyco.com
40 edplay.com • • • • • January/February 2019
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Squeak Nose
Afghan Hound
Carry Handle
Mini Aardvark Rattle Tummy Texture
info@magformers.com | www.magformers.com
1-734-667-1673 info@magformers.com www.magformers.com
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New True Invented by two brothers Duncan and Hayden at the ages of 7 and 10, the award-winning Two Bros Bows kid-safe bow-and-arrow sets are made in the USA. They inspire the creativity of being outdoors for all ages. 704-237-4066, twobrosbows.com
The Red Keep 845-Piece 3-D Puzzle is the first of two Game of Thrones 3-D puzzle models to be launched by Wrebbit in early 2019 – just in time for the eighth and final Season of HBO’s acclaimed series. It’s the perfect gift for Game of Thrones fans age 14 and up. 855-787-8842, sales@wrebbit3d.com
The Gryffindor Four-Piece DressUp Set from Imagine by Rubie’s includes a hooded robe, tie, scarf and wand. It is available in child size medium, which fits sizes 4 through 10. David Beige, 516-577-9400, info@ imaginebyrubies. com
Test your observational skills and reflexes with the multiple-awardwinning Spot It! It’s a game of lightning-fast choices for two to eight players who compete to find matching symbols. The player with the most cards when the deck runs out wins! Dozens of possible versions are married to the elegant game play. asmodeena.com
This gorgeous Unicorn Bucket Bag from Pink Poppy features fabric flowers and an adorable unicorn face. The bag is embellished with felt ears and a glittery horn, and comes with an integrated pale-pink cord shoulder strap. 855-214-6444, pinkpoppy-usa.com
42 edplay.com • • • • • January/February 2019
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The 19-inch newborns from Madame Alexander Doll Company look and feel just like real babies. They teach little ones ages 3 and up empathy and kindness and encourage them to love and nurture. The dolls come with an adoption certificate and are shipped in a window box. 2019’s new diverse dolls better reflect our world. 833-623-2632
Catan has sold more than 25 million copies worldwide and continues to be a bestseller among board games. One of the best ways to introduce new gamers to the hobby, Catan appeals to everyone; it is easy to learn, always fresh, swiftly playable, addictive, and most importantly – fun! catan.com, cantanstudio.com
New Automoblox Minis from Play Monster feature sleek designs and splashes of color. Single minis include the C16 Sidewinder with cool white tires, the C14 Zephyr with hood detailing, and the X11 Rivet with a rugged SUV body. In a three-pack are the SC2 Fang with allover black stain, the super-cool C13 Manta, and big pickup T16L Rex. The new rescue vehicles three-pack has an updated police car, rescue SUV and ambulance! 800-524-4263 Build marble-powered, mechanical computers! Turing Tumble, a 2019 TOTY nominee, teaches coding and creative problem-solving skills while letting players “peek under the hood” of a computer. Set includes a 60-puzzle comic book revealing the adventures of Alia the space engineer. Named Best Overall STEM Toy by Smithsonian Magazine. turingtumble.com
Become an Axepert with Warrior’s Mark Axe Throwing by Toysmith! This exclusive, ontrend target toy fosters motor skills and hand-eye coordination. It’s like throwing foam darts, but with foam axes! The set includes two foam axes, one 26-inch target, gameplay instructions, and a storage bag. 800-356-0474, sales@toysmith.com
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Learn
to outSMART the Competition
(continued from page 35) Many trainers suggest that the optimal workforce education is a three-pronged approach called the 70/20/10 model. Here’s how it adds up. • 70 percent of learning is onthe-job – solving problems or facing new challenges. We all recognize this as old-fashioned, day-in and day-out, seat-of-thepants learning. • 20 percent of learning is accomplished by engaging with others from whom we seek advice or with whom we share experiences. Think about the intense and helpful conversations you have with your peers at trade shows, or the new ideas you pick up by participating in the online community ASTRA Connect,
or the networking you do with other small business owners in your community. • 10 percent of learning is from more formal educational activities like courses, webinars, videos, credentialing and self-directed reading. Much of the education available through ASTRA Academy falls in this category. Even though this category represents the smallest percent of our ongoing education, it’s what comes to mind for most of us when we think of professional development. Ahren Hoffman, CTRS, CPE, director of education and training at ASTRA, notes that the three types of learning are interconnected. Each supports
learning in the other two areas. “When we unpack the ways we learn, it’s easy to see the value and importance of each source,” says Hoffman, “and how each draws from and contributes to the others.” Nick Tarzia, owner of Stamford Toys in Stamford, Connecticut, is opening a second store. When Nick describes how he grows his business knowledge, all three sources of learning show up. His expanding footprint in the southwest Connecticut market presents a multitude of on-thejob challenges. His strategy for addressing them? Frequently, he goes to his trusted network for ideas and advice. “I make sure I meet a lot of people and I build relationships with them so we can all share experiences,” says Tarzia. “Relationships are a rich and convenient source of learning. This is a very generous industry when it comes to helping each other. Tarzia also keeps track of what’s happening by attending education sessions at conferences (e.g., ASTRA’s Academy and PlayCon), and reading industry publications, including ASTRA Toy Times and edplay. HOW TO INCORPORATE LEARNING IN YOUR BUSINESS ROUTINES How do Beese, Tarzia, and other ASTRA members prioritize professional education in their businesses? Here are some tips. Connect learning to brand pride. “We have managed to hire employees committed to our mission. They know they need to keep learning about toys and play to serve our customers,” says Beese.
44 edplay.com • • • • • January/February 2019
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edplay-201
COME SEE US AT TOY FAIR 2019 Booth #6335
LEARN TO PLAY SOPRANO UKULELE STARTER KIT by Kala
LEARN TO PLAY UKULELE
The Kala Learn to Play Ukulele Starter Kit is the most complete learning experience for ukulele—great for everyone ages 3 to 103! This kit includes a high-quality Kala Soprano Ukulele, tote bag, FREE Online Lessons & Tutorials, plus a FREE App with Tuner & Play-along songs, all in an attractive package, ready to display.
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Learn
to outSMART the Competition
“As we give our team opportunities to learn more, you can see them become increasingly proud to be part of our store and what we do for our community.”
UGEARS.US
Make learning part of everyone’s job responsibilities. “In almost every job, learning is embedded in what we do,” says Hoffman. “Unless you want employees who just go through the motions of customer service and other key functions, you should avoid treating education as a distraction from or an addendum to the regular workload. Establishing learning as a business-wide priority tells employees that skill building is expected, and you value the knowledge they accumulate.”
Ukidz LLC • www.ugears.us • Elk Grove Village, IL 847-224-9776 • info@ugears.us, BOOTH #5944
Meet Build in any direction with the NEW “X” shape! Revolutionize your Magna-Tiles® creations with the patented “X” shape that contains 9 free-moving magnets and a magnet in the center. Layer your tiles and build in any direction! To bring Magna-Tiles® to your store, call us at 708-246-7209
If you can click it, you can create it!
www.magnatiles.com
Take advantage of bite-size education. Do you have only 10 or 15 minutes every couple weeks to dive into education activities? ASTRA Academy offers resources that run the gamut from quick reads and short listen-in-your-car pieces to hour-long webinars and even full credentialing programs. “ASTRA recognizes that everyone has an individual learning style,” says Hoffman. “If you visit academy.astratoy.org, you’ll find plenty of short, easily digestible education offerings. When things slow down enough for you to hone a new skill, you’ll find that you can work through the plethora of education products at your own pace. It’s all about what works for you.” Put education on the calendar. Whether you can spare 10 minutes each week or an hour per month, block out the time on the calendar. Make it a regular feature of staff meetings or reward yourself with a webinar each month when you finish a regular task, like reviewing your financials. You’ll be more likely to do it if you make it part of your routine. Model your excitement about learning for your employees. “Our store manager is extremely excited about child development now that she has earned her CPE,” reports Beese. “In fact, she is planning to enter a degree program. She is so passionate about learning that it trickles down to the rest of the team. They are modeling her commitment to a deeper understanding our products.” Listen, listen, listen. “You never know what you may learn if you are open to it,” suggests Tarzia. “Even if it’s a lunch conversation or a conference keynote that does not directly pertain to my business, I usually hear things that spark new ideas that
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I can bring home to my store. Sometimes learning is simply about listening.” Use “downtime” to learn. Like many business travelers, Tarzia catches up on his reading on planes and trains. Beese includes learning – for example, researching child development questions – as one of the responsibilities employees handle when traffic in the store is slow. Hoffman points out that many ASTRA resources are available on mobile platforms. “Use your phone to listen and learn during your commute or while you’re running errands.”
Give yourself credit. If 2019 is your year to recharge your professional energy and jumpstart your creativity, start by giving yourself credit for all the ways you are already learning on the job and through your network. Identify those areas where you want to gain knowledge, and then check out ASTRA Academy for high quality formal education activities to top off what you are already doing. “We all have to take responsibility for our own goals and professional development,” points out Beese. “As business
owners, it’s our job. It’s also why our customers stick with us. They can tell when we know what we are doing.” ASTRA’s annual Marketplace & Academy will be held in Pittsburgh from June 9 through 12. Why not give yourself an assignment to complete before then? Simply commit to doing at least one education activity that’s available on-demand and at your convenience at academy.astratoy.org.
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opinion Drowned Out by Harold Herskowitz, founder of Toys for Thought in New Jersey
F
or the last 20 years, the toy “industry”* has been on a perpetual rollercoaster ride. While traditional toy stores have always been part of the retail landscape, big-box stores and Toys “R” Us came along as formidable challengers. Soon after, home video-game systems were introduced. The consoles were on every kids’ wish list and threatened to replace traditional toys and games forever. Still we survived. In the years that followed, toy stores dealt with fads that quickly came and went, large toy companies selling to highvolume stores only, safety issues, and cheap Chinese knockoffs. As if that weren’t enough, the advent of the internet and smart phones increased our list of competitors from “other shops in the area” to any number of shops across the country and around the world. Then into the cluster of websites competing for consumer dollars came a retailer dedicated to selling books online at steep discounts. Eventually, Amazon expanded to music and movies, housewares and, yes, toys and games. The impact wasn’t dramatic at first; its selection was mostly provided by toy stores selling on its platform. Soon enough, though, the giant online retailer discovered what toys sold well and started competing with its own sellers. Even worse, it started selling the toys at
discounted prices, sometimes below the wholesale cost to gain market share. When Amazon’s online retail sales are calculated, the figure is usually a quarterly loss of more than $2 billion, which is offset by other successful parts of the business. All the existing toy stores in the U.S. combined couldn’t stay in business for long with a loss of that magnitude. While many toy-store owners decided to quit while they were ahead, stalwarts remain. “Focus on excellent customer service,” the experts tell these bricks-and-mortar stores. But Amazon has a no-questions-asked long-term return policy on toys and games. Many stores can’t match it. “Make shopping at your store an experience,” they advise. But what better experience is there than ordering a toy from your warm bed at 2 a.m. and having it arrive on your doorstep for less money the next day? What can be done? Some wholesalers decided to stop sales on Amazon. Other wholesalers sold to the beast itself when it came calling. (Later, they discovered Amazon was selling their products at drastic discounts.) Some manufacturers even sold to Amazon at higher prices. Still the website sold them at a loss. Retailers who focused on selling on Amazon were also startled to see their niche products selling for lower prices
– prices they were unable to match. ___________________________ Perhaps at this point, the only solution is for manufacturers and wholesalers to create an Amazon pricing policy. Charge Amazon a premium for their product and only sell to Amazon if it agrees to offer the item at a higher price than the suggested retail. If a game that wholesales for $10 has a suggested retail of $19.99, for instance, the Amazon price should be $24.99. Any store that wants to sell on Amazon or other third-party platforms would have to keep to that higher price, too. I think many consumers would pay a premium price for convenience, and customers in our stores would not feel cheated. The only way we can navigate the deluge of Amazon is if manufacturers, wholesalers and retailers work together to create a level playing field, one in which we can all coexist and bring wellmade toys and games to parents and children. I hope that our advocates and associations will focus on this matter to try and influence the entire toy industry to do the right thing. ___________________________ *While it is an “industry” in many ways, we are really selling smiles and happiness. We help children grow up surrounded by wonder and joy that they carry into adulthood to pass on to their own children. The world would be an awful place without our industry.
48 edplay.com • • • • • January/February 2019
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industry news
DISCOVER
171 NEW ITEMS TOY FAIR NEW YORK
SGS, the world’s leading inspection, verification, testing and certification company, has announced the launch of new toy-testing capabilities at its laboratories in Vietnam and India. Strategically located in key manufacturing zones and transit points around the world, SGS continues to invest in and upgrade its toy-testing laboratories to meet rising levels of client demand. Its new toy laboratory in Hai Phong in northern Vietnam has been ISO 17025 accredited by the Vietnamese accreditation body VILAS. It can serve the market requirements for the U.S., Europe, Canada, Japan, and more. The new full capability Manesar Laboratory in India can test for local and international markets. The lab holds local NABL accreditation, which has been mandatory for toys imported to India since September 17, 2017. SGS offers manufacturers, retailers and importers a one-stop solution to ensure their toy products comply with relevant regulations and quality standards. These include the EU toy directive and the US Consumer Product Safety Act (CPSIA) amongst others. For more information visit sgs.com/toys.
2019
2019 Toy Fair New York February 16-19 Jacob K. Javits Center Booth 6179
www.djeco-us.com hello@djeco-us.com
AD-NY-TOY-FAIR.indd 1
Surprise Ride founders Donna and Rosy Knalife with Fat Brain Toys’ Karen and Mark Carson. Fat Brain Toys has acquired Surprise Ride, a subscription box service originally featured on ABC’s “Shark Tank.” Surprise Ride has developed more than 50 kits filled with screen-free crafts, STEM projects, and games. Company founders Donna and Rosy Khalife will continue to develop additional products under the new collaboration with Fat Brain Toys. The sisters founded Surprise Ride in 2013 and appeared on “Shark Tank” a few months later, where they
27/12/2018 16:12
Phone: 1-800-828-9587 info@romanoffproducts.com www.romanoffproducts.com
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were backed by investor Kevin O’Leary. “We’ve been evaluating the subscription space for a number of years knowing families today want more convenient ways to get quality products for their kids,” said Fat Brain Toys CEO and cofounder Mark Carson. “Surprise Ride’s mission to get kids off their devices and help them engage in the real world with hands-on activities is just what the market needs.” Surprise Ride’s products are inspired by childhood memories of the sisters. They grew up as war refugees from Lebanon, and did a lot of projects with their artist dad to keep busy. Rubik’s Brand Ltd. (RBL), the London-based company that owns the rights to the world-famous Rubik’s Cube, has sold a minority stake to Bancroft Investment, a European Private Equity firm. RBL was established by the founding families of the original Rubik’s business in 2013 to focus exclusively on the Rubik’s Brand. The company has grown both in revenue and net earnings in the past five years. It launched a global merchandise program and fostered partnerships with corporate giants like Google and Red Bull. Most recently, Rubik’s announced its worldwide cooperation for a McDonald’s Happy Meal campaign. The investment by Bancroft will fuel an ambitious growth strategy utilizing Rubik’s global brand-recognition. The company will focus on growth through new channels, products and markets, said a press release. To that end, RBL and Bancroft have hired a new CEO, Christoph Bettin. Bettin founded toy distributor Marbel Ltd., which was sold to Hape Holdings AG in 2017. After graduating from Oxford University, Bettin spent the majority of his career in finance at EY in London and then GE Capital in Munich, Hong Kong and the USA. Professor Ernő Rubik, the cube’s inventor, welcomes the Bancroft partnership and the new appointment. “The Cube’s impact on the world and humanity is even more interesting to me than the puzzle itself,” he said. “I am confident that the support of Bancroft and Christoph Bettin’s energetic leadership will expand the brand firmly into new areas including education, entertainment, and mind-sports.” Rubik’s Cube began in 1974 as a puzzle for architectural students. In 1979, it was demonstrated in Nuremberg and spotted by games designer, entrepreneur and publisher Tom Kremer. His vision was to commercialize the cube and sell it to the world. In 2018, retail sales reached $250 million. In the U.S., thanks to the You can Do the Rubik’s Cube program, cubes are placed into the hands of 800,000 students to help them learn critical STEM/STEAM concepts.
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Color coding (continued from page 53)
What kind of feedback do you get about its price? It’s $69.95, and some people are surprised by that. But after they feel its weight, see the thickness of the puzzle book, and take note of the quality of the parts and packaging, they don’t question the price anymore. The game appeals to people who want a premium educational toy that’s fun and has meat. They want something that gives them a unique experience and leaves them looking at the world through new eyes. Did business change after you became a Toy of the Year finalist? It was such an honor to be nominated. And yes, it has increased awareness of Turing Tumble, especially among toy retailers. Business has been better than we ever dreamed.
What’s next for you and Turing Tumble? We’re working to reach more schools. Because computers are so vital to our everyday lives, I think it’s more important than ever to teach kids how they work. Turing Tumble does that in a tangible way that kids can understand. I suppose, eventually, we’ll have to change the name of the company because Turing Tumble won’t be our only product anymore. Got any ideas?
e
For more information, visit turingtumble.com.
MARCH 10-12 2019
toyfestwest.com @toyfestwest
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Up Next... edplay’s post-show recap and new product issue. Watch for it in March.
Spread The Word!
edplay welcomes 11 new advertisers. Tell them you saw their products here.
Adventure Parks......................................................................27..................adventureparks.com
Romanoff Products Inc.........................................................49.............romanoffproducts.com
NEW! Artist Point Giftwrap............................................23......................artistpointwrap.net
NEW! Rubie’s Costume Company, Inc.....................17.....................................rubies.com
Asmodee North America.....................................................15, 31, 55...........asmodeena.com
NEW! Schleich North America.....................................20............................. schleich-s.com
NEW! Aurora World........................................................Wrap........................auroragift.com
SentoSphere USA...................................................................7....................sentosphereusa.com
Catalog Solutions...................................................................3...................catalogsolutions.com
NEW! Set Enterprises Inc...............................................44................................setgame.com
Crayola.......................................................................................25.................................. crayola.com
Teachers’ Choice Awards.....................................................50..... teacherschoiceawards.com
DeLano/EPI Printing Inc.......................................................13.....................delanoservice.com
The Good Toy Group............................................................25....................goodtoygroup.com
NEW! DJECO US..............................................................49......................................djeco.com
The Lazy Dog & Co................................................................23..............................lightstax.com
EDC Publishing / Usborne..................................................16.................................edcpub.com
The Toy Association...............................................................11................................toyfairny.com
Fat Brain Toy Co......................................................................56..........................fatbraintoys.com
The Toy Network (Rhode Island Novelty)......................28....................thetoynetwork.com
Fractiles......................................................................................13..................................fractiles.com
NEW! Timbuktu Labs Inc (Rebel Girls).....................33.................................timbuktu.me
NEW! Hubelino GmbH..................................................37...............................hubelino.com
ToyFest West - WTHRA........................................................51.......................... toyfestwest.com
HyPars LLC................................................................................50...................................hypars.com
Toysmith....................................................................................35...............................toysmith.com
Kala Brand Music Co.............................................................45.............................kalabrand.com
NEW! Turing Tumble LLC..............................................5.........................turingtumble.com
Koplow Games.......................................................................53.....................koplowgames.com
Two Bros Bows........................................................................47......................twobrosbows.com
Learning Express Toys...........................................................29...................www.bit.ly/leandme
NEW! UGears....................................................................46....................................... ugears.us
Lee Publications......................................................................8.........................leemagicpen.com
Uncle Bubble...........................................................................52..............................unclebubble.u
NEW! Madame Alexander Doll Company LLC......6..............madamealexander.com
USAopoly Inc...........................................................................9.................................usaopoly.com
Magformers LLC.....................................................................41........................magformers.com
Valtech LLC...............................................................................46...........................magnatiles.com
MindWare Wholesale...........................................................19............................mindware.com
Voorco Designs, LLC..............................................................53....................voorcodesigns.com
Money Savvy Generation....................................................13...................................msgen.com
Wikki Stix...................................................................................32.................................wikkistix.com
Pink Poppy Inc. USA..............................................................8.....................pinkpoppy-usa.com
Woodland.................................................................................21...............woodlandscenics.com
PlayMonster.............................................................................2..........................playmonster.com
Wrebbit Puzzles......................................................................10............................wrebbit3d.com
52 edplay.com • • • • • January/February 2019
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What are your and Alyssa’s roles in the company? Alyssa is like the CEO and I focus on the technical stuff. We’re incredibly lucky to also employ four brilliant part-timers. They’re amazing.
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You’re a scientist. Had you considered yourself an entrepreneur before Turing Tumble? Being a professor is surprisingly similar to being an entrepreneur. Both require looking for new angles on problems, researching, and developing solutions. Raising Kickstarter funds is a lot like applying for a research grant, but more fun.
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How and when did Turing Tumble come into being? I started working on it in 2015 while I was a chemistry research professor at the University of Minnesota. After a lot of prototyping, it was ready for injection molds. We launched a Kickstarter campaign hoping for $48,000, but in 30 days we raised $404,000! I started working fulltime on the project and by June 2018, we had an inventory of 15,000 Turing Tumbles manufactured by LongPack Games in Shanghai.
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players actually see and feel it. It’s a completely new approach to teaching coding. There’s no language at all, so kids won’t get bogged down by proper spelling or perfectly placed semicolons. Turing Tumble builds raw programming skills without a steep learning curve. Even if you don’t learn a thing from it, everybody likes marble runs.
Math & Language Manipulatives
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Color coding
Timers ~ Spinners ~ Pawns & Chips
Tel: 1-800-899-0711 Fax: 617-482-3423 www.KOPLOWGAMES.com
Where is Turing Tumble sold? First, we don’t sell to online resellers. Turing Tumble has been a great fit for specialty toy-andgame stores and museum stores. A lot of schools, elementary to college, are including it in their curricula with our free educator guide for teachers. It’s been selling everywhere so fast we’ve had trouble keeping a lot of the stores in stock. What selling tips do you have for specialty toy retailers? Turing Tumble makes an attractive display. Customers like to touch it and play with it on its face value alone. It’s a cool marble run, but when you tell people that it’s also a marble-powered computer, they’re hooked. We find it’s a great choice for parents looking for a gift for their kid who only likes video games. We’re happy to keep retailers and their customers stocked with extra marbles, for free. What do people say about Turning Tumble? Many parents say they’ve never seen their kid that engaged with something unless it’s a video game. Retailers have told us that’s why it sells so well. Turing Tumble keeps kids’ interest for hours, and parents have fun playing it with them. (continued on page 51) January/February 2019 • • • • • edplay.com 53
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Color coding
Paul Boswell
by Claire Sykes
T
hey send our emails and run our cars, but most of us haven’t a clue about how computers actually work. For those wanting to know – and/or wanting to have fun – there’s Turing Tumble. Part puzzle, part game, Turing Tumble was named after Alan Turing, “father of the modern
It educates as much as it entertains. The game is manufactured by Minnesota-based Turing Tumble LLC, owned by Paul and his wife Alyssa. Right now, they couldn’t be happier – Paul’s invention is currently enjoying its status as a TOTY Award finalist in the Rookie
computer.” Ironically, it uses no electronics at all. As inventor Paul Boswell explains, it’s a mechanical computer where marbles take the place of electricity and gravity provides the power. Those marbles roll into and around little plastic parts, making the tilted game board look like a cross between a pinball machine and a Rube Goldberg contraption.
of the Year category. Recently, he explained to edplay how he dreamed up his invention, why it’s so popular, and how retailers can make it tumble off their shelves into homes and schools.
54 edplay.com • • • • • January/February 2019
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edplay: How does Turing Tumble work? Paul: Computers seem so magical.
You hear that they contain billions and billions of tiny switches, but how do switches do anything smart? With Turing Tumble, you find out. It comes with a book of 60 increasingly difficult puzzle challenges for players that range from 8-year-olds to professional programmers. Your job with each puzzle is to build a mechanical computer. To do that, you have to figure out which of the six different types of plastic parts to use and where to place them on the game board. Some parts act like wires and direct the marble’s flow, and some are like switches toggled back and forth by the marbles. When you begin the tasks are simple – the computer only needs to generate patterns of marbles at the bottom of the gameboard. But as you play and progress through the challenges, Turing Tumble counts, does logic, adds and subtracts, and even performs multiplication and division. It’s extremely satisfying to solve the puzzles and it’s surprising what you can build. I mean it truly is a computer, and it can do anything your smartphone can do. Of course, it would need to be the size of Texas. What makes it unique? Many games, electronic and board, attempt to teach kids how to code with varying degrees of success. But they only teach how computers behave. Turing Tumble teaches how computers work by engaging the senses and letting (continued on page 53)
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