INSPIRING THE NEXT GENERATION OF CREATORS There is an exciting array of toys and games hitting shelves this year that encourage kids (and kids-atheart) to flex their creative muscles and customise their own play experiences.
IMC targets tweens IMC Toys has entered the fashion doll market with the launch of its new BFF by Cry Babies range, which effectively extends the brand journey of Cry Babies to an older audience. The launch means the Cry Babies now goes from baby dolls for younger kids, to its smaller Cry Babies Magic Tears collectable dolls and now through to BFF, aka Best Friends Forever, a range of eight 20cm dolls for older girls. Each doll comes with trendy outfits and silky, colourful hair for styling. There’s also a twin-pack featuring two dolls with a raft of more than 20 accessories and a necklace for children to wear. The launch is being supported by what IMC said is a ‘robust’ marketing
campaign, which will include TV, digital, social, PR and experiential activity. It is also being promoted through 13 seven-minute animated adventures, which will air on IMC’s Kitoons YouTube channel, its own over-the-top platform and streaming networks. IMC Toys UK marketing manager Kerry Tarrant said: “As with all our brands, content development came first, followed by a toy line to enhance that on-screen experience into physical play. We’ve translated this on-screen experience into a stand-out fashion doll range. The new animated series focuses on key tween and teen drivers such as friendships, comedy, self-esteem, and emotions.’’
Outdoor toy gongs The Outdoor Toy Awards has called for earlier entrants for the gongs after celebrating its 2022 event and beginning preparation for next year’s ceremony. The event, now in its sixth year, is the only one of its kind dedicated to outdoor toys, and organisers said the 2022 event highlighted ongoing innovation in the category from manufacturers and distributors. The 2022 Outdoor Toy Awards drew more than 60 entries from across the UK and there was also ‘strong interest’ from mainland Europe. Organisers said the 2023 process would be brought forward to encourage more and earlier entries. The oveall winner voted for being best in play was the Wahu Zoom Ball Hydro. Other winners included: in the climbing and adventure category, Feber Eco Playhouse; in outdoor sports it was Golden Bear Skills Ball Smart Ball; flying toys was won by Aerobie Sonic Fin; the Torq Ruff 200mm big wheel scooter scooped the ride-on section; trampolines and inflatables winner was the Sportspower 10ft x 8ft Trampoline; the preschool category saw Fisher Price’s 4.5ft Trampoline winning through, and science and nature was picked up by the Wooden Potting Bench from TP toys. In the final three categories, outdoor games and play was won by Winning Moves’ Giant Pass the Pugs; battle and blaster toys by Zuru’s X-Shot FaZe Clan and Crazy Fort from DKB won in houses, tents and hideaways.
JULY 2022
Named one of the top toy trends to watch in 2022 by the U.S. Toy Association’s trend experts, the ‘NextGen Creator’ trend includes everything from arts & crafts and activity toys for aspiring young content creators to STEAM toys that encourage hands-on exploration, as well as cooperative adventure board games for every age. While this trend is fuelled by content creation on and for the digital world, it is one that inspires skill-building across every format, from hands-on construction to drawing and more. It also encourages intergenerational play as families create, build, and play together. Here’s a few examples of fun toys and games for creative kids of all ages: Lite-Brite Stranger Things (Basic Fun!) lets kids-at-heart and fans of the Netflix series create art with lights inspired by scenes from season four of Stranger Things. Older fans will also appreciate the retro packaging and classic features of the set. Create and Discover Dino Craft (Galt Toys) introduces little ones to early STEAM learning and creative thinking as they craft. Using the included 24-page project book, kids can learn about dinosaurs as they construct a 3-D dinosaur scene, create their own fossils, and mould a stegosaurus. Echoes: The Microchip (Ravensburger) is a co-operative audio mystery game for ages 14 and up. Using the free app, players are given hints from the mysterious noises and voices that are connected to the playing material. They must then work collaboratively to piece together the story and solve the case. Dragon Inferno (Smart Toys & Games) is a two-player strategy game in which players need to think creatively to build the biggest kingdom in the Dragon valley. But watch out for fire-breathing dragons that can turn kingdoms into ashes. Crayola Colour ‘n’ Style Friends Bluebell Coupe (Crayola) is a real working toy vehicle that kids can colour in and personalise. Just wipe off the car and colour over and over again. It also comes with a Bluebell doll that can also be coloured for added customisation. Want to know what will be trending in toys and play in 2023 and beyond? Be sure to mark your calendars for two can’t-miss, inperson marketplace events. The Toy Association’s 2023 Preview & 2022 Holiday Market, taking place 20-22 September in Dallas, Texas, invites play professionals to take advantage of the show’s unique position as both a long-lead and Q4-focused event and will also host the prestigious Toy of the Year (TOTY) Awards. Then, 2023 marks the return of the biggest North American toy show! Toy Fair returns to New York City next autumn to showcase hundreds of thousands of innovative and never-before-seen toys and games and bring thousands in the global play community back together for business.
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