The First Annual Toy Awards Issue
AUGUST 2013
Right as Rain
A Frisco,Texas, Toy Store Showers its Town with Fun Activities
wordplay
•••••
Mayfair Games
Stardust by Kevin Fahy
O
ne of my many complaints about
It happened that they hadn't, either,
public school education has been
and since we all felt we could use some
the selection of novels and other
practice with public speaking, we
literature that we make kids read in
decided to read it aloud to each other,
high school. When I was in school we
passing it along whenever we chose. It
tended to stick with 19th-century mas
turned out to be a fascinating experi
ters like Hawthorne and Melville,
ence, because we came from three very
whom I greatly admire, but invariably
different backgrounds, and I fancied
we chose their most adult and ponder
that each of us brought a slightly differ
ous works. It was the perfect way to
ent interpretation to the character of
make sure that most students would
Fitzgerald's narrator, Nick Carraway.
never pick up those authors again. The same process goes on today,
Perhaps that is part of the book's charm, that we each look at it through
but so does the reverse. In an effort to be
our own lens and see something of our
hip, or inclusive, or readily accessible,
selves. Some of the multitude of critics
schools sometimes choose contemporary
tell us that it's a cautionary tale about
junk-fiction, which may increase student
achieving the American dream, or reject
participation but defeats the purpose to
ing the class system, or struggling with
which we teach literature in the first
fate, or indulging an obsession. Some
place.
even see it as a simple love triangle.
In trying to solve this dilemma,
Is it the great American novel?
teachers (including my wife, who is
That depends upon whom you ask, and
chair of our local high school English
lately it has topped a lot of lists, but
department) often turn to F. Scott
you will get votes for Moby Dick, The
Fitzgerald's Jazz Age classic, The Great
Sound and the Fury, Huckleberry Finn,
Gatsby. Although it is set in 1922, the
The Catcher in the Rye, To Kill a
language is modern, the storyline relates
Mockingbird, Atlas Shrugged (from the
well to adolescents and the lifestyle
doorstop school of thought, I guess)
seems contemporary. The characters
and a number of others. Ultimately, we
drive cars and talk on telephones.
each get to decide that question for our
Moreover, it's a short book. Unlike other high school classics such as Great Expectations or The Scarlet Letter, it could actually be read in one sitting by
selves, but it is certainly a great American novel. It has been made into a movie a version in 1926, an Allan Ladd vehicle
few hours, and has even been per
in 1949 and the lavish 1974 production
formed in its entirety on stage.
featuring Robert Redford, Mia Farrow and a script by Francis Ford Coppola.
age of 44, his third novel was a largely
To that list we can now add director
forgotten commercial failure, but its rep
Baz Luhrmann's new extravaganza,
utation has risen steadily ever since, and
starring Leonardo DiCaprio as the
by the time I went to college in the '70s
mysterious millionaire of West Egg,
it was widely considered to be a great
Long Island.
book. Somehow I managed to get a
��
GA\H
number of times, including a silent
someone who is capable of sitting for a
When Fitzgerald died in 1940, at the
AMb CA'vlE� CH1E!) fAHMade in "Ib AeAeke \MEtl'vfe S \1Av _e tt Vl lK fAHA
I was afraid I would hate the movie,
degree in literature without ever having
partly because I love the book and movies
read it, a fact I admitted to a couple
rarely live up to our own inner vision. In
friends of mine shortly after graduation.
this case, how could any director hope to
A'\1b
LUIAfR \11nt
u{
\1
tu
\Find your store!J\Mb
fAHM
i\V
(continued on page 8) august 2013
•••
•
edplay.com 3
august 2013 Volume 20, No. 4
Publisher J. KEVIN FAHY kfahy@fwpi.com Editorial Director TINA MANZER tmanzer@fwpi.com
For People Who Sell Toys
edplay.com ShopToysandGifts.com
Senior Editor BRADLEY G. GORDNER Production Manager MARK STASH mstash@fwpi.com
10
25
33
42
Senior Graphic Artist JENNIFER SRMACK jsrmack@fwpi.com Graphic Artist LINDSEY WILLIAMSON lindsey@fwpi.com Assistant Editor ALYSSA LAFARO alyssa@fwpi.com Director of Sales and Marketing TIM BRADEN tbraden@fwpi.com Advertising Sales RICK KAUDER rkauder@fwpi.com
10
14
16
Cover Story Cute and Contemporary Retailer Dorine Ad carries classic toys, but uses contemporary tools like Facebook to promote the activities in her Texas toy store Award Winners and More Lekotek’s Ellen Metrick discusses how awards, ratings and reviews, and customer feedback can help you pick product
Fabulous
Here they are – the 10 winners of edplay’s first-ever Fabulous Awards
Advertising Production Manager CHRISTIE McCONNELL christie@fwpi.com
18
26
edplay’s Award-Winning Advertisers An overview of some of the award programs that recently honored products made by our advertisers ABC Kids Expo Returns to Vegas This year’s expo will host the largest number of exhibitors in its history, all focused on the juvenile specialty store market
28
Best Retail Practices, Third Quarter Clean out stale inventory, purchase better and pay attention to trends
34
Retailers Recommend Fabulous Products Friendship bracelets, kendamas and more (continued on page 6)
4 edplay.com ••••• august 2013
Circulation TRICIA McKENNA trish@fwpi.com edplay is published by Fahy-Williams Publishing, Inc. President: J. Kevin Fahy; Vice President: Tim Braden. 2013 Closing Dates The Holiday Issue ......................................Aug. 9 The Annual Buyers’ Guide Issue ........................Oct. 4 Back issues may be obtained by sending $8.00 (per copy) to Fahy-Williams Publishing P.O. Box 1080 Geneva, NY 14456 Phone: 800-344-0559 Fax: 315-789-4263 www.edplay.com
Copyright © 2013 by Fahy-Williams Publishing, Inc.
(Table of Contents continued from page 4)
New Products
columns•••••
departments •••••
25
Combine, Construct, Create
3
Wordplay Stardust By Kevin Fahy
38
27 33 37
All Fun and Games
46
For Your Business Information Empower employees, prepare for natural disasters and more
Endcap High Gear – the Calello clan takes back ownership of Automoblox By Alyssa LaFaro
42
Industry News New hires at Buffalo Games and Safari Ltd., ASTRA award winners and more
44
Fast Facts List of Advertisers
Creature Comforts Between the Lines
46
37
6 edplay.com ••••• august 2013
27
Välkommen!
Be among the ďŹ rst to welcome the Rubens Barn family of dolls and accessories to the U.S. market.
rubensbarndolls.com 877.908.5934 Now Available!
wo-dp ay
FRACTILES-7
...
.
(continued from page 3)
Magnetic Tiling Toy
Award Winning Parents Choice
evoke Fitzgerald's lyrical prose through a
Award Winner
motion-picture camera?
Versatile- Easy
I heard that Jay-Z was going to pro
Then there's the soundtrack. When
to manipulate,
duce the score for the new film I was
MAGNETIC
nearly apoplectic. Using hip-hop music
pieces stay put!
to convey a story that quite literally defines the Jazz Age seemed idiotic to
Wide Appeal
me, but after seeing the film I have to
Ages 6-Adult
admit that it worked. The film also worked as a whole.
Three Versions
1974 version was visually beauti
Original, Travel
The
and Fridge Size!
ful, followed the book very closely and used period music, but somehow it
Call Today!
"Ideal for STEM Learners!" Made in the USA CPSIA Compliant
(303) 541-0930 Fax: (303) 442-7776
Professor John L. Hall Nobel Prize for Physics, 2005
fractiles@fractiles.com
..." F R AC TIL E S . 7 -
... �
-----
Visit us at www.fractiles.com
lacked intensity. If Gatsby and Daisy don't really care all that much, the rest of us probably won't either. This new version takes more liber ties with the text, but manages to get much closer to the feelings that lie at the vital core of this story, and that strike such a chord with so many of us. My favorite movie critic, A.a. Scott, called it "less a conventional movie adaptation than a splashy, trashy opera, a wayward, lavishly theatrical celebration of the emotional and material extravagance that Fitzgerald surveyed with fascinated ambivalence." Of DiCaprio's portrayal, he writes that "he is beautiful, sad, con
"Empowering America's Retailers"
REAL-TIME RETAIL RELIABLE FLEXIBLE
INTUITIVE
fident and desperate in exactly the way Gatsby should be." Having said all that, I still prefer the book and my own take on the story. To me, it's a tale about charac ter, idealism, nostalgia, longing and regret, all wrapped around a central paradox. The previews for the movie included Nick Carraway's warning to
• • • • • •
POINT OF SALE PuRCHASING INVENTORY CONTROL E-COMMERCE ORDER ENTRY REpORTS
Gatsby that "you can't recreate the past," which I have often heard quoted as the theme of the book, but I think it is only half of it. Fitzgerald tells us the other half in the famous conclusion, when he seems to speak directly to the reader. "So we beat on, boats against the current, borne back ceaselessly into the past." There it is. We can't recreate the past, but nei ther can we escape it. We're stuck, and can only soldier (or sailor) on. Melancholy as that sounds, the book remains uplifting to me, due to
8 edplay.com
•••
•
august 2013
the very nature of the hero. I have noticed that there is one particular word that everyone uses when discussing the book and its central character, and that word is “American.” “Mr. Nobody from Nowhere,” Gatsby emerged from a murky Midwestern poverty and obscurity to see the world and reinvent himself as its master. What makes him so endearing is that he does it all not for wealth and power as an end, but for an ideal of love. That’s the great gift of this country, not merely that we can achieve whatever we want, but that we can become whoever we want. Who told you that you could be an entrepreneur, and create the business that existed only in your imagination? If you’re like me, nobody had to, because it’s in our national DNA. The New York Times columnist David Brooks, in a May 30 editorial entitled “The Romantic Advantage,” argues that this ability to reinvent ourselves is the key to the creation of all the great American brands, and the reason that China has a hard time competing with us when it comes to marketing. One of the examples he cites is Ralph Lauren, who started out as Ralph Lifshitz and came to be the embodiment of WASP elegance. “People who create great brands,” Brooks writes, “are usually seeking to fulfill some inner longing of their own, some dream of living on a higher plane or with a cooler circle of friends.” I think that there is a bit of Jay Gatsby in all Americans. Those of us who are trying to create great brands may want to get in touch with him.
You can e-mail Kevin at kfahy@fwpi.com. august 2013 ••••• edplay.com 9
Cute
D
orine Ad is a toy retailer for the 21st century. Her Cute Little Shop in Frisco, Texas, began online in 2007 before it opened as a 4,200-square-foot storefront three years later. A selfprofessed Internet addict, Dorine doesn’t want to miss a single fun and unique item introduced at any trade shows, but rather than attending them all, she monitors them on the Web. “I don’t go to the New York Gift Show, for instance, but I visit the website to find out who is exhibiting at its two annual shows. From there, I can see the products and visit vendors’ websites directly.”
wn, the ip came to to rizes. Tr d a o R z n ebki ities and p When the W games, activ h it w d te ra store celeb
10 edplay.com ••••• august 2013
She also closely monitors the prices offered online for the same products she sells in her store. She is not averse to matching a price if it’s just $2 or $3. “Don’t fight the Internet. Just try to work with it,” Dorine advises. “On the positive side, most of my customers understand the workings of a small business, and they will shop here to support me.” Currently, business is split about 50/50 between the store’s online and bricks-and-mortar platforms, but TheCuteLittleToyShop.com features inventory not offered in the store. “Some items sell out in hours online, but don’t move at all in the store,” says Dorine, who points out that despite the difference in offerings, her e-commerce site is a valuable pull for her physical location. She doesn’t know how her business would survive without it.
Facebook efficiency for in-store events Her customers seem to prefer communicating through Facebook instead of e-mail, so using her social media savvy, Dorine updates the store’s Facebook page as much as she can. “What’s great about Facebook is its promotions,” she told us. “For just $15 or $20 I can reach a large audience with one post. It works better than any other form of advertising we’ve tried.” It’s a great way to invite people into the store for special events, she adds. “I can set up a message about my event on Facebook, and then gauge how many people will attend based on the number of ‘guests’ who respond to it.” It’s a rare occasion that The Cute
and
Contemporary Little Shop isn’t hosting something special. So far this summer, kids came in for “Paint a Doodle,” played with food at “Decorate a Cake,” and everyone helped celebrate the store’s “Grand Reopening” in July. “Special programs and events help customers remember us,” says Dorine, whose current in-store project is installing a treasure hunt pool. “We’re building it right in the front of the store so people can see it through the window,” she told us. The pool walls will be constructed from recycled puzzles, and the center will be filled with white rice and “hidden treasures.” Families will be able to purchase bags of different sizes that kids can fill with whatever toys they dig up. “It creates opportunities for birthday parties, as well as seasonal activities to celebrate Halloween, Christmas and Valentine’s Day,” says Dorine, who will offer a layaway program beginning in September. “We have a ‘wish list’ program, too,” she explains. “The birthday boy or girl can come into the store and write down what they want. When people shop
for a gift for him or her, they get a special discount on those items.” Free gift wrapping is also available. An appreciation for toys Dorine grew up in Lebanon during the Lebanese Civil War. She didn’t have a lot of toys. “My parents had all they could do to keep us safe,” she admits. “That was their priority. I missed being able to play with toys.” Before making her way to the U.S., she joined the Red Cross in Lebanon. “I did a lot of work with kids with special needs and kids who lived in Dorine, second fro m left, at the stor refugee camps during the war, e’s Ladies’ Night last so when I came here, I knew spring. what kind of toys kids like to play with,” she explains. Dorine emigrated to the U.S. in 2003, and she and her husband had a son. She shopped for his toys in big box stores, but found that no one was available
Cute Little Stats One store, two platforms: thecutelittleshop.com, 2007; Frisco (28 miles north of Dallas), 4,200 square feet, 2010 Number of employees: “Generally we have around five in the store, not including me. I am here all the time,” notes Dorine, who hires extra employees for busy seasons.
Texas, so we have the biggest wall of Breyer you can imagine,” says Dorine. “Kids are just so into horses here, making that line of toys essential.” The store holds a Breyer Fun Day celebration each year and invites kids to come in and paint a horse. One winner is chosen, but everyone gets a gift bag.
Customers: Parents, and grandparents who need advice. “They come in here to talk to our knowledgeable employees for help in picking out the toys that are right for their grandchildren.” Frisco was the fastest-growing city in the nation from 2000 to 2009. Last year, it was number six on Forbes’ list of “America’s Friendliest Towns.” “A lot of young couples with children are moving to the area,” she adds. “It’s very youthful.”
Closest competitor: There’s a Learning Express store about 17 miles away.
Bestsellers: Balls from Y’All Ball, Shoulder Buddies and horses from Breyer. “There are a lot of riding schools in
Store hours: Monday through Friday 10 a.m. to 6 p.m.; Saturday 10 a.m. to 5 p.m.; Sunday 11 a.m. to 3 p.m.
Award-winning: The Cute Little Shop is a D Magazine [Dallas/ Fort Worth] 2012 Best of Big D: Readers’ Choice Poll nominee, a D Magazine Recommends retailer, and was voted the best toy/hobby store by readers of the Frisco Enterprise newspaper.
august 2013 ••••• edplay.com 11
to answer her questions. “It’s tough to understand what’s best in toys without expert help,” she explains. “Customer service was missing in those stores.” Dorine started TheCuteLittle Shop.com with plans to eventually open a bricks-and-mortar location. It happened sooner than she expected. First, her husband lost his job, and then Dorine was diagnosed with breast cancer. During her recovery, she decided to look for an appropriate location. “I said to myself, ‘This is the time to do this. It is the only thing that will make me happy and bring me back to life.’”
in-store events, due, Attendance is high at effective promotions. in part, to Facebook’s
Products that appeal to parents In addition to toys, the store carries gift items for adults, including a large collection of wine glasses, jewelry, collectibles from Westland Giftware, religious items and more. “We carry rubber stamps by Three Designing Women. Customers can create their own custom stamps and they love it. They keep coming back for more.
“We even have a few things for men,” adds Dorine. “These products are more whimsical and funny, like barbecue sets with a golf theme, a wine caddy shaped like a football player, travel games, iPad cases and more. It is a small section, but it’s great for women who are shopping for gifts for men.” An old-school love for customers At the end of the day, it’s all about serving the shoppers. “I tell them if they take home a toy and it doesn’t work or the child doesn’t play with it, then bring it back. I have that much confidence in my products. Typically they come back to me and say, ‘He played with it for hours – he wouldn’t put it down.’ “The best thing, the best feeling, is seeing kids running around the store playing with toys and laughing,” she continues. “That tells you electronics haven’t won, and the oldschool notion of playing with toys is still the biggest part of their lives.”
Incredible Creatures®
Clown Anemonefish Scale: 1:0.9
Become a Retailer
Scan Me
FREE FIXTURE PROGRAMS NOW AVAILABLE!
Replicas designed by Safari Ltd® in the US since 1982
Shop our entire collection at safariltd.com or call 800.554.5414 for a free color catalog.
12 edplay.com ••••• august 2013
NEW, FUN, AWARD-WINNING GAMES FOR KIDS OF ALL AGES FROM SMART!
Smart Toys and Games 2822 Van Ness Avenue San Francisco, CA 94109 * iÊnää®Êx{Ó ÈÎÇxÊUÊ >ÝÊ{£x®Ê Σ ÈÎÇx -> iÃJ- >ÀÌ/ ÞÃ> ` > iðV
T O Y S
A N D
G A M E S ,
I N C .
Award Winners and More How to Choose Toys That Deserve a Place on Your Shelves by Ellen Metrick
W
hen you place a product on your shelf, that very act of stocking it is a form of endorsement. This is true whether your store is real or virtual. You’re in essence showing customers that out of all the millions of choices out there, you believe this product is worthy of their attention. Product selection, especially in specialty toy stores, is what makes you, well “special.” Big boxes and huge online retailers offer tremendous choice. A typical Walmart Superstore carries over 140,000 SKUs, and Amazon currently offers approximately 10 million products hosted over multiple platforms. Stores like yours, however, care less about volume and more about curating, and putting together a unique collection. The book The World of Retailing by McGraw Hill puts it this way: “All retailers offer assortments of products, but they specialize in the assortment they offer.” So how do you make the decision on what to feature in your store? Here’s a brief review of sources that help you in your selection process. 1. Awards 2. Ratings and reviews 3. Customer feedback
Award winners People love award winners. One of the reasons is that it helps narrow down the incredible volume of choices people have to make. Award programs help you search and select the best. That being said, not all award programs are the same or equal. Sometimes the award criteria involve feedback from 14 edplay.com ••••• august 2013
kids, parents or industry experts. Judge credentials can range from little or none to experience in the industry and backgrounds in education and child development. They all have validity in different ways. Awards are a way to break through the clutter, and each organization conducting the review has a unique perspective. Look for toys that have multiple awards that verify their distinction and assure the retailer of a broad appeal. Here are some of Lekotek’s favorite award winners. • Hello Sunshine from ThinkFun – Parents’ Choice Gold Award Spring 2013 • Symphony in B. from B. Toys – Family Fun Toy of the Year 2012 • 3-D Puzzle La Tour Eiffel from Ravensburger – NAPPA Gold 2012
Ratings and reviews Ratings and reviews are another way to get a different perspective on a product. Here at the National Lekotek Center we offer ratings and reviews of toys and products for children with special needs on our website, ableplay.org. Here are some of the highly rated AblePlay products. • Playaway Toys’ Rainy Day Therapy line received five out of five stars in Physical, Sensory and Social/Emotional. • Plushy Feely’s Kimochis received five in Communicative and Social/Emotional. • SmartNoggin Toys’ NogginStik received five in Cognitive. • Aeromax Capes were rated five in Physical.
• Ready Set Resources Bright and Beyond Activity Cards received a five in Communicative and Cognitive. You may not be a fan of Amazon, but it does a decent job of posting reviews on products. Input is pulled from a large and diverse pool of people. Mommy blogs are another resource that provide a plethora of information and are “Mom and kid approved.”
Customer feedback This is perhaps my favorite resource of information because it is unfiltered, unbiased and built on real experiences with products. Specialty toy retailers have a wonderful advantage because you, more than big box stores and the Internet, have the opportunity to listen to your customers. Here’s an example. Before big merchandisers even knew about the Harry Potter series (the first book had minimum marketing support), small local book stores were hearing about how fabulous it
was from customers. The rest is history. We got great feedback from families about these toys. • LeapFrog Touch Magic Learning Bus • Educational Insights’ Magic Moves • Fat Brain Toys’ Squigz There are experts you can look to in any industry. ASTRA’s annual conference is smaller and more manageable than Toy Fair, making it a great place to see products and converse with manufacturers. Also, it’s worth checking out new manufacturers as they join ASTRA (check their online membership directory) to keep your finger on the pulse of the industry. Don’t forget to look to the proven manufacturers you feel connect well to your customers. Every product HABA introduces, for example, has met a series of high quality standards. As a service to your customers, make sure you carry the traditional toys that continue to delight new generations of children. Parents are often pleased to buy these products for nostalgic reasons. Two great sources to check are The Strong National Toy Hall of Fame, which adds products yearly; and TIME magazine’s “All-TIME
100 Greatest Toys” published in 2011. Don’t forget your own expertise. When you see a new product that hits you with “WOW!” trust those feelings. You know best how things catch on in your area, and if customers will love it. Here are a few toys I think are worth looking at. • Waboba • GlitterToos • NumbersAlive! Plush Number Characters and Books Your customers count on you to select the best, so keep the bar high. Make sure to check out edplay’s Fabulous Award winners and others in this issue, and clear some room on your shelves for them.
Ellen Metrick is director of industry relations & partnerships for the National Lekotek Center. Lekotek is a not-for-profit authority on toys and play for children with disabilities. Visit ableplay.org for a complete listing of toys for children with special needs.
THIS IS THE
E V I T C A & FUN O U R S H O P P E R S PRODUCT Y KING FOR HAVE B N L
Try our Risk Free 90 Day Trial Pack: • • • • • •
No Billing for 60 days! Free Shipping! Free Store Demo Set (with your logo) 2nd Free Set for Your Employees No Restocking Fees Avaliable for Kids to Pro
GUARANTEED FOR LIFE to be free from defects in materials and workmanship.
lunastix.com 800.221.8500 august 2013 ••••• edplay.com 15
Fabulous
The 10 winners of edplay’s Fabulous Awards
First Place – What’Zit from The Original Toy Company For ages 3 to 100, What’Zit is “a wooden, multicolor little do-nothing that will keep ’em busy for hours,” says the company. The block-like pieces are strung together with elastic so that kids (and adults) can manipulate them around to
16 edplay.com ••••• august 2013
make a rectangle, square or tower. We heard about What’Zit last April when toy store owner Gwen Ottenberg of Imagine That in Wichita, Kansas, recommended it to us. “It’s just a fidgeter,” she noted, but as fidgeters go, this one has the kind of features moms love – it’s sturdy, easy to clean, small enough to fit in a purse, and easy for a child to hold on his own. Best of all, it’s quiet. It keeps kids busy while they’re waiting or traveling, and in the classroom, WHAT’ Zit play relaxes and calms (not just the students, but also the teachers). It’s a soothing toy that’s particularly effective for children on the autism spectrum. Don’t forget to recommend What’Zit to adults. Reviewers suggested that there’s a place for them on desks, boardroom tables, and in cubicles; and we spotted it on the website officeplayground.com. There is no wrong way to play with a What’Zit, and it helps build manual dexterity. “We love it because it’s simple, imaginative, relaxing, colorful and affordable,” said a message from ANDREU Toys in Catuluña, Spain, that accompanied their Facebook vote. We agree. We also like its shiny wooden feel, and its modern, colorful and fun design. The What’Zit is small, but grabs attention when it’s displayed on the counters and shelves of specialty toy stores. theoriginaltoycompany.com
Second Place – Magformers, Magformers LLC Toy store owners missed Magformers magnetic construction sets when they suddenly disappeared from the market a few years ago, but now they’re back stronger and more exciting than ever. Recommend sets of this building toy for children ages 3 through 9, because Magformers not only “foster brain development through fun and educational exploration,” they also help develop • coordination and small motor skills, • problem solving, • following simple directions and • geometric learning.
Kids enjoy playing with the colored shapes to make patterns, plus 3-D structures and figures. The strong neodymium magnets do a great job of keeping the pieces together while they’re building, so it’s easy for kids to experiment and explore with the geometric pieces. Like the Fabulous First-Place Winner, Magformers play is relaxing and calming, say parents. One mommy blogger uses them for play dates because a group of kids can play with them peacefully as long as she has enough pieces. She fidgets with them, too, and likes the pleasant clicking sound they make. Because they come in a variety of sets in a range of price points, Magformers meet a variety of needs and keep people coming back to buy more. magformers.com
Third Place – Tobbles, Fat Brain Toys The cheerful and streamlined design of this balancing/stacking toy is part of Tobbles’ appeal. “It’s unique and very modern looking,” noted Williamstown, Massachusetts, toy retailer Michele Gietz of Where’d You Get That!? when she recommended it last year. It is very modern looking – like nothing else in the playroom, really – and that’s a big part of Tobbles’ appeal. Its look attracts adults and older children, in addition to toddlers. Its name makes it memorable by describing not only what it does, but also (sort of) the group of kids who play with it. Toddlers love Tobbles, especially the effect of the pieces
falling down and rolling around. They like to touch and grasp the carved-out bowl shapes, and turn them upside down and line them up sideways. The rounded shapes (as opposed to hard-eged squares and rectangles) are faster and easier for the brain to process, and artists believe that circles are welcoming and soft. People want to touch them. That’s certainly the case with Tobbles. Preschool teachers report that parents, and their students’ older brothers and sisters, can’t stop fidgeting with them. One reviewer said Tobbles “feel expensive.” And yes, some moms have suggested they be moved from the playroom to the boardroom. fatbraintoys.com
Honorable Mentions Include Familiar Classics and Variations on Classic Themes Snap Circuits from Elenco snapcircuits.net Loopdedoo from Ann Williams Group annwilliamsgroup.com Duct Tape Kits from ALEX Toys alextoys.com Primary Science Jumbo Magnifiers from Learning Resources learningresources.com Sticky Mosaics from The Orb Factory orbfactory.com Do-A-Dot Art! Markers from Do-A-Dot Art dotart.com got milk? Magic Straws from Reach Companies magicstraws.com
august 2013 ••••• edplay.com 17
edplay’s Award-Winning Advertisers
Out of the superabundance of award programs for toys, here are just a few, along with the products they honored.
Janod, Smart Toys and Games, Thames & Kosmos, and The Orb Factory each won a place on The Best Toys for Kids List selected by the American Specialty Toy Retailing Association. Janod – Best Early Play for Tatoo Xylo Roller (see ad on pg. 24) Smart Toys and Games – Best Game Play for children ages 3 to 7 years for Bunny Peek A Boo (see ad on pg. 13) Thames & Kosmos – Best Scientific Play for Air-Stream Machines (see ad on pg. 9) The Orb Factory – Curiosity Kits’ Pulsar Powerballs (see ad on pg. 43)
Best Toys for Kids Awards Mission: ASTRA’s retail members hand-pick engaging, unique, open-ended, fun and safe toys for children. Selection process: Retailers who attend ASTRA’s annual conference choose “the best” among the finalists. Winners announced: June Submission fee? No For more information: astratoy.org
The Electricity & Magnetism kit from Thames & Kosmos won a Parents’ Choice GOLD Award. (see ad on pg. 9) Parents’ Choice Foundation Mission: The awards honor “the very best” material for children, from infants to young adults. Awards are presented to books, toys, music and storytelling, and more. Selection process: The Parents’ Choice Award judges “are experts in areas of industry and interest.” They begin with a four-page questionnaire that asks about developmental appropriateness, design and function, educational value and more. Winners announced: May and October Submission fee? Yes For more information: parents-choice.org 18 edplay.com ••••• august 2013
HABA received an Academics’ Choice Award for Loco Lingo games: Kindergarten, Fastgrasp and Building Site. The company also earned The PAL Award for its Puppet Theater, My First Play World Farm: Stacking Cubes, and the Lilliputiens product Ophelie and Her Chicks. (see ad on pg. 36)
Academics’ Choice Awards Mission: “To help parents and educators choose effective learning tools that stimulate the mind and provide potential for students to fully develop higher-order thinking skills.” Selection process: A panel of highly qualified academics, parents, teachers, homeschoolers and children evaluate products based on educational benefits. Submission fee? Yes For more information: academicschoice.com The PAL Award (Play Advances Language) Mission: Speech language pathologist and toy consultant Sherry Artemenko “calls out the language learning edge in exceptional toys, games and books.” Selection process: Artemenko heads a toy testing team of parents, educators and kids. Winners announced: Throughout the year Submission fee? No For more information: playonwords.com
(continued on page 20)
Telestrations from USA Opoly won a Golden Geek Award from BoardGameGeek.*
The Incredible Creatures Collection from Safari Ltd. earned an ALL PLAY Accessible Toy Awards Badge.
(see ad on pg. 5)
(see ad on pg. 12)
ALL PLAY Accessible Toy Awards from Sensory Sun Educational Incredible Creatures: Technologies Eastern Cottontail Mission: To create the 2013 edition Rabbit Baby of the ALL PLAY Accessible Toy Guide for Children with Visual Impairments (all sight levels). Selection process: To be eligible, a toy or fun educational product must be fully accessible right out of the box for a child without sight or be easily adapted with Braille and tactile labels. Winners announced: November Submission fee? No For more information: sensorysun.com
BoardGameGeek Mission: The Golden Geek Awards recognize the top games of the year in a variety of categories. *Telestrations won the Golden Geek Award in 2010, and it remains in the top 10 for party games on boardgamegeek.com. Selections process: The winners are nominated and voted upon by the user community of boardgamegeek.com. Winners announced: November For more information: boardgamegeek.com
(continued on page 22)
3+ Texo™ is the award-winning 3 dimensional design and construction system by architect, author and designer Lester Walker. At its most basic level, Texo™ is about stacking, sorting and sequencing, and grows in its complexity as a child grows. Solid wood rods and planks coupled with the geometric precision of molded plastic connectors enhance the design and construction potential. Also included is a deluxe Activity Guide with how-to’s, commentary and step-by-step instructions on maximizing the potential of Texo™. Ages 3+
ACTIVITY GUIDE INCLUDED G9500 Â 65 pc set
20 edplay.com ••••• august 2013
G9501 Â 100 pc set
G9502 Â 210 pc set
guidecraft.com
Stork Babies from the Fiammetta Toy Company has won Creative Child’s 2013 Top Toy of the Year award in the Miniature Collection Dolls category. (see ad on pg. 30) Evee, from Zeenie Dollz, received the Creative Child 2013 Top Toy of the Year Award in the Character Dolls category. (see ad on pg. 35) Picture Word Bingo from The Learning Journey was named one of Dr. Toy’s Best Classic Toys and received a Creative Child Best Game award for 2013. (see ad on pg. 41) Creative Child Awards Program Mission: Awards honor toys, games, outdoor play, CDs, DVDs, books, baby products & furniture, maternity products, and more. Selection process: Products submitted are reviewed by parents, educators and professionals. Winners announced: Each year throughout June and July Submission fee: Yes For more information: creativechild.com
The Reading Game received the Homeschool.com Seal of Approval, the Gold Award from the Family Review Center, a Dr. Toy Best Children’s Product Award, and the Tilliwig Brain Child Award (see ad on pg. 39) Homeschool.com Mission: Homeschool.com helps families get the information they need about different curricula, products and services available for the homeschooling community. Its seal is given to high-quality, tested and rated educational products. Selection Process: Each product submitted is tested and rated by homeschooling families. Winners Announced: Ongoing Submission Fee: No For more information: homeschool.com Family Review Center Headquarters: Surprise, Arizona Mission: To recognize products for their exceptional value, high quality and family friendliness. “They must be priced reasonably and fill a void,” says the website.
Pedal Karts:
MOOV:
Easily Adjustable Seats
Full Size Construction Kits
BERGToys-USA.com 22 edplay.com ••••• august 2013
877.499.6462
GOT ROCKS? ROCK POLISHING The tumbling of stones is as old as the earth, for Nature has been doing so in many ways since the beginning. Glaciers, wind, rivers and the oceans provide an incessant tumbling of Nature's variety of rocks. MODEL B No.140
Selection Process: The staff of the Family Review Center reviews products for free for awards, and offers a full line of advertising opportunities including promoting goods and services through social media. Winners announced: Winners are honored in September in the Virtual Awards Showcase on the Family Review Center website. Submission fee: No For more information: familyreviewcenter.com Tillywig Toy & Media Awards Program Headquarters: Evanston, Illinois Mission: The Tilliwig award program was begun by Dan Levy, a former board and card game designer. Dan took the knowledge he gained from 10 years of focus groups, product development and manufacturing, to start a program that would benefit manufacturers and retailers in the children’s marketplace. Selection process: Testers (parents, children, educators, techies and game aficionados) evaluate submitted products based on ease of first use, replay value, and quality and appearance. Winners must have high entertainment and/or educational value. Awards announced: Four times per year, seasonally Submission fee? Yes For more information: tillywig.com, or e-mail Dan Levy at awards@tillywig.com Dr. Toy Best Children’s Products Headquarters: San Francisco Mission: Stevanne Auerbach, Ph.D., started her award program as a service to consumers who want to purchase safe, affordable, educationally oriented and stimulating products for children. Selection process: Dr. Toy reviews products for all ages, including books, tapes, toys, games, construction toys, dolls, software and CDs. She talks to children, parents, teachers and grandparents, as well as people in the toy industry. She searches for hot new toys that will sell big, and for products that offer durability and value. Awards announced: Classic Toys – April 10; Green Toys – May 15; Vacation Toys – June 15; and 100 Best Toys – September 15 Submission fee? Yes For more information: drtoy.com
AN EXCITING HOBBY FOR THE ENTIRE FAMILY IDEAL GIFT 8 MODELS TO CHOOSE FROM Call for FREE Brochure
TOLL FREE 1 (800) 225-1017 Fax (253) 833-2349 www.thumlerstumbler.com TRU-SQUARE METAL PRODUCTS / PO BOX 585 • AUBURN, WA 98071
GET A TUMBLER DO-A-DOT ART!ÂŽ
"EING CREATIVE HAS NEVER BEEN SO FUN 4HE POSSIBILITIES ARE ENDLESS
CALL TODAY FOR OUR FOURTH QUARTER EARLY BIRD SPECIALS! Phone 800-436-8278 | Fax 818-597-1256 orderprocessing@dotart.com
august 2013 ••••• edplay.com 23
KORNERD from
Monkeying Around has received a
Endless Games
National Parenting Center Seal of Approval for 2013. (see ad on pg. 40) The Swings That Bounce Disc Seat Swing from Spring Swings received a National Parenting Center Honors Award. (see ad on pg. 30)
earned an Autism Speaks Seal and is featured on the website familyreviewcenter.com in the “Special needs and disability friendly products” section.
The National Parenting Center Mission: “The National Parenting Center’s Seal of Approval program identifies the finest products and services being marketed to the parent/child audience, from educational and entertainment products and equipment to travel destinations.” Selection process: The testing facility of The National Parenting Center gives parents, children, and educators the opportunity to examine a variety of submitted products.It is a multi-step process conducted over an eight-week period.” Winners announced: Spring, fall and during the holidays Submission fee? Yes For more information: tnpc.com
(see ad on pg. 39)
24 edplay.com ••••• august 2013
“The idea for Endless Games to partner with Autism Speaks came from a watching a child on the autism spectrum play KORNER’D,” said Brian Turtle, national sales director for Endless Games. “The little girl who preferred solitary play and shied away from social interaction emerged from her shell and became self-confident when she played KORNER’D. When her personality emerged, so did her sense of accomplishment. It was an extraordinary moment born out of something very ordinary: playing games with her family. “It is our hope to bring out the best in every child through play,” he concluded.”
•••••
new
•••••
COMBINE CONSTRUCT CREATE The vehicles in the Emergency Line – a police car, X9 fire SUV and T900 rescue truck – are fully interchangeable with all other Automoblox. With artfully designed graphic packages, these new vehicles add exciting flavor to Automoblox’s mixand-match capabilities.
automoblox.com
Loop, tie and knot
Imaginista Cute Cord jewelry. Learn to tie beautiful knots using five different cords to make headbands, bracelets, rings, necklaces and more. Add adorable anchor charms for a trendy nautical theme.
Livings Sands is a moldable sand product similar to cookie dough, yet dry to the touch. Mold it into durable shapes, or squish it. It never dries out, and is educational, 100 percent organic and won’t stain.
playvisions.com
orbfactory.com
Take care of your pets with Sticky
Mosaics Playful Pets. Follow a simple numbered legend, and add sparkling jewels and sticky foam tiles to create three different 3-D pets with adorable accessories.
orbfactory.com
Explore cutting edge automotive technology with Smart Car Robotics. Construct a sleek, high-tech car, and use a tablet or smartphone to control its motorized wheels to steer it in any direction. Watch the car onscreen as it drives through a virtual, augmented reality cityscape.
thamesandkosmos.com august 2013 ••••• edplay.com 25
ABC Kids Expo Returns to Vegas by Alyssa LaFaro
T
he 11th annual ABC Kids’ Expo in October may be even bigger than last year’s trade show, which was ranked 44th overall among the largest trade shows in America by Trade Show Executive. The event is returning to the Las Vegas Convention Center this year, a switch from 2011 and 2012’s shows, which were held at the Kentucky Exposition Center in Louisville. Past attendees found it difficult to travel to Louisville, even though new nonstop flights from California and New York were available. Attendance decreased, and the expo board decided to move it back to The Entertainment Capital of the World. The move paid off. By May, the show had already filled 95 percent of its exhibit space, and All Baby and Child predicted an attendance of nearly 14,000, up from last year’s 10,123.
Math & Language Manipulatives
1
<
tres
add
4
Standard & Polyhedral Dice 5
17
4 16
20
18
2
6.
8
8
10 12 14
10
2
12
Timers ~ Spinners ~ Pawns & Chips
Tel: 1-800-899-0711 Fax: 617-482-3423 www.KOPLOWGAMES.com
26 edplay.com ••••• august 2013
New overseas alliances The ABC Kids Expo, China’s Children’s Baby Maternity Expo (CBME) and the UK’s Harrogate Nursery Fair/Baby Products Association (BPA) all have joined forces to feature reciprocal pavilions at each other’s shows. “Based on exhibitor attendance and inquiries at the international session held during the ABC show in October, many of our exhibitors have expressed an interest in establishing relationships overseas,” said Larry
October 15 through 18 ••• Las Vegas Convention Center ••• For more information, visit abcshow.com
Schur, president of the ABC Kids Expo, in a recent press release. “We look forward to facilitating their experience and generating export opportunities for them by having a USA/ABC Pavilion in both China and the UK. We are also excited by the potential to increase both exhibitor and attendee UK and Chinese participation at the ABC Kids Expo going forward.” All three groups believe “a turnkey exhibit for new-to-market companies is essential.” Featuring pavilions that represent one country helps small- and medium-size companies have a larger presence at foreign trade shows, compared to exhibiting alone, they explained. Additionally, each show will host export opportunities seminars, and will receive extra publicity through co-marketing promotions. Prototype previews New this year to the ABC Kids Expo is the Invention Connection, a closed area near the main exhibit floor that will showcase new products in the prototype stage or those ready for production. All who attend must sign a disclosure agreement that will be provided by each exhibitor they plan to visit. Invention Connection will be open from 8 to 9 a.m. by appointment, and then from 9 a.m. to noon and 2 to 6 p.m. each day. A reception for independent specialty stores and the media will be held there, Monday, October 14, from 4:30 to 6 p.m.
•••••
new
•••••
The wild new party game ODDLY OBVIOUS is where the answers are all in your face. One person reads the clues, while the rest race to spot the correct answers on the game card. Be the first person to identify and shout out the most correct answers to win.
endlessgames.com
CrossWays is the game of playing cards, placing markers and making paths across the board. But watch out for your opponents – they can block your way or remove your markers. Choose your position wisely. For two to four players ages 8 and up.
usaopoly.com Build confidence in reading with The Reading Game, a fast-paced memory card game with content-rich storybooks that can help any child learn to read.
thereadinggame.com
ALL FUN and GAMES
Your child will have a great time learning and exploring the alphabet with the cute, colorful and fun Alphabet Fish from The Learning Journey. Children can learn their alphabet, first words and fun sounds in the “discovery” mode, and play Find It! and other games in the “game” mode.
tlji.com
These colorful, sturdy dominoes are attention grabbers in retail stores. Versions include sharks, dinosaurs, princesses, cupcakes, pirates and more themes kids will enjoy. They make great birthday party gifts, and are made in the USA.
chicagotoyandgift.com
august 2013 ••••• edplay.com 27
Best Retail Practices, Third Quarter by Tina Manzer
N
ow’s the time to make room for all those toys you’ll bring in next quarter. The traditional – and most effective way – to clean house is to hold a clearance sale. Your customers love a bargain, especially at your store, because you always make shopping more fun. Right? If you don’t know what to keep or toss, ask an expert. We turned to Bob Phibbs, “The Retail Doctor” (retaildoc.com), and his list of “10 Types of Merchandise to Put On Clearance.”
1. Shopworn Items that have yellowed packaging, are visibly dusty and dirty, have faded in the sun or are just plain old. 2. Seasonal Items that were only appropriate for spring or summer that didn’t sell and are not worth storing for next year. 3. Loners “If you only have one left, clear it out,” recommends Phibbs. “It will only get lost among your newer SKUs.” 4. Demos Items that are (or have been) out of their packaging for a display or demonstration. 5. Out of style “Trends that came and went won’t come back,” advises Phibbs. [Maybe in some industries, but not necessarily for toys. Please see page 30 to read about toys that were out, but now are back in style.] 28 edplay.com ••••• august 2013
6. Duplicates “Multiple lines of the same type of merchandise leave you overbought. Eliminate slow movers.” 7. From a vendor you no longer buy from You won’t be reordering, and that money can be reinvested in your better sellers. 8. Lower 20 percent Always cull your lower 20 percent of SKUs in each of your various categories. 9. Too specific Don’t hold on to old accessories, game and toy parts, or add-ons for items that are no longer popular. 10. Overbought Mistakes happen. Items that you have just too many of should be brought into line with sales.
Purchase Better T
he fundamentals of effective purchasing and inventory management are the same for specialty toy retailers as they are for, say, independent art materials stores. Yes, they serve two totally different markets, but they consider the same factors when they make their buying decisions: budget, stock on hand, stock ordered, shrinkage, cost and margin, hot sellers, slow turners and more. That’s why we thought you’d find the notes we took at a panel discussion for art supply buyers helpful. In May, at the annual trade show for the International Art Materials Association, Stacey Smith from Binders Art & Frame in Atlanta; Ann Snowbeck from Wet Paint in Minneapolis; and Bill Kaplan, director of merchandising for MacPherson’s, a distributor, shared the questions they ponder when they purchase. Here are a few you may want to ask yourself.
How do you figure your budget – is it weekly, monthly or seasonally? What type of forecasting do you use – last week’s sales versus last month’s sales versus same time last year? Do you have a plan to dissolve old stock to create cash and floor space for new stock? When was the last time you reviewed the turns of each category, department and display? Are you pushing the envelope or playing it safe with your new product decisions? Do you want to be the first on the block to support a new product? Do you use minimums and maximums to have on hand at all times for reorders? Does that change with each season?
LEARN THROUGH THE
EXPERIENCE!
Who is the target customer? Is it a value (birthday party, stocking stuffer) or luxury (grandparent) item? Is now the right time to bring in a wider assortment or a new assortment? Is this a new vendor? Is it tried and true, or a one-hit wonder? Does the company have a good track record? Is the product worth the money? Is the perceived value on target? Is it guaranteed? Are there extended dating or return privileges? Do you sell complementary products or will it sell on its own? Is it unique to your merchandise mix, or is it a “Me Too” item? How does it fit within the category? Are you already too widely assorted in that category? What stores near you also sell the product? How is it priced there?
MADE IN U.S.A.!!
Do you purchase by category or vendor? Are your costs and MSRPs up-to-date?
Will it be MAP priced? Will you need to advertise it?
Do you and your staff conduct inventory cycle counts to check for shrinkage?
Is there enough of a margin to be profitable after an online comparison?
Will you cross-merchandise some items with other, existing merchandise?
What is your actual total cost? (Consider PO writing, processing costs, shipping, receiving, put away and turns.)
FIND YOUR STORE! august 2013 ••••• edplay.com 29
Best Retail Practices, Third Quarter
Are you bringing it in because you want the item or because your customers want the item? Are you buying enough for the start of the season? Do you plan to re-buy? Are you stocking too few of that hot product? STORK BABIES™ all come with their own unique names, place of origin, fun facts and empowering sayings. Our hope is that parents take the time to talk to their children about the empowering and/or positive sayings that come with each one. You as parents are busy, but it is so important our children feel good about themselves. For more information please contact us at: info@mystorkbabies.com s 778-871-7177 www.mystorkbabies.com
Will the temperature or weather be a factor? Are you taking advantage of vendors’ promotions? Can you negotiate with key suppliers and distributors? Will a vendor work with you to create a custom promotion?
Are some items urgent and time sensitive? Should you pick up new vendors to supply them?
Are employees passing along customer requests, trends and needs that haven’t been made into official orders?
For your in-store and online promotions, are you paying attention to MAP and using it to your best advantage?
Do you have more than one store? Will you have different stock considerations depending on the locations?
For every order, do you set up a ship date and cancel date?
Is there a freight program?
Are you planning a special event? How will you stock for it?
How will minimums affect reorders and the ability to fill customers’ special orders?
Pay Attention To Trends by Alyssa LaFaro
I
t all started last year in the fourth quarter, when the Furby took off as one of the season’s top sellers. Since then, everybody’s talked about the “comeback toy” trend, from the Toy Industry Association (TIA) to the “TODAY” show. Most experts agree that they’ll be hot sellers again this Christmas. Just look at all The Original Spirographs from Kahootz Toys flying off your shelves. Comeback toys went out of production or lost their popularity years ago, but since then have made a fashionable return to the market. “Retro
30 edplay.com ••••• august 2013
toys tend to be more popular in times of economic difficulty,” said financial analyst Gerrick Johnson in an interview with “TODAY.” “On both the supply and demand side, they’re safe. They’ve already worked for one generation of kids.” “Toys typically resurface in 20- to 25-year cycles,” said Johnson. “Companies calculate that adults who see familiar characters or games on store shelves will be in the right age range to have kids that can discover them for the first time.” (continued on page 32)
Best Retail Practices, Third Quarter
That time frame may account for the Original Big Wheel by Jakks appearing on TIA’s Toy of The Year (TOTY) List in Feburary. Teenage Mutant Ninja Turtles also appeared on that list – more than once. Ironically, old school toys can seem new and exciting to today’s kids because they offer a refreshing change from the technology and screens that they’re used to. The challenge, notes Brent Oeschger from Kahootz Toys, is striking the right balance between making it modern and remaining true to the original. In addition to The Original Spirograph, there’s another company who seems to have got it right – Harrisville Designs. It’s new and improved potholder maker, the Potholder PRO, appears on ASTRA’s 2013 Best Toys for Kids list. Other popular examples include the Canadian classic from the 1970s, DoodleArt from PlaSmart; and the riff on traditional Twister, Twister Dance, that uses beat-detection technology to teach kids how to dance to the tunes on their mp3 players. Shelf recognition – especially in the cases of Spirograph and Twister – certainly helps.
together in reminiscent fun.” “It’s all about nostalgia for the parents,” agreed Sari Powazek in a recent interview. Her store, The Dollhouse & Toy Store in Scottsdale, Arizona, specializes in old-school playthings like yo-yos, Tinker Toys, Erector Sets and
them think beyond the plaything that’s set in front of them, and offers an endless variety of opportunities to play.” The spinoff element Not all comeback toys vary the original theme, but a handful do, to combine nostalgia with high-tech. The game Monopoly Hotels utilizes an app for smartphones and tablets. “Players can design their own rooms, attract celebrity guests, and of course, rake in some serious cash,” writes mommy blogger Lisa Horten. The Game of Life Fame Edition helps players “discover their fate on the road to stardom,” while Risk: The Walking Dead Survival Edition, challenges players to fight for their lives against, you guessed it, another popular trend – zombies. While experts believe the retro/comeback toy trend will continue through the fourth quarter, watch for more brand-new toys in 2014 thanks to the improved economy. According to the “TODAY” Show article, toys’ long lead times mean that the ones being sold today were probably greenlighted for production two years ago, when the economic outlook was gloomier. For manufacturers operating in a down economy, it’s less expensive to produce an “old” toy that’s already gone through research and development. What’s more, parents on a tight budget tend to gravitate toward toys they remember enjoying a generation earlier. Our hope is that this year’s raves about retro/comeback/original toys send more shoppers into specialty toy stores this fourth quarter, where classic and traditional toys with good play value will be (and have always been) in abundance.
d e n u t Stay for the
Comeback Toy Trend
Why are they still here? We’ve all experienced it as adults – part of the joy of buying toys for children is being able to relive what we loved as kids. “Just like bell bottom jeans and neon colors, the best-loved items of generations past can grab hold of a new generation decades later,” said TIA in February about the retro-toy trend. “These favorite toys and characters bring kids, parents and grandparents
32 edplay.com ••••• august 2013
the classic Simon. “They want to play with their favorite toys with their own children.” Kyle Aldous of Blickenstaff’s, a vintage toy and candy shop in Salt Lake City, tells us: “Our customer base is predominantly 40-plus-year-old parents and grandparents. They are very vocal about wanting to give their kids traditional toys to offset the growing number of screens they have access to. They appreciate classic toys because they remember playing with them and the good memories they created growing up.” Among Blickenstaff’s bestsellers are wooden rubber-band guns, toys that have been regularly reintroduced to the market over the years. “Fathers remember using them as kids,” says Aldous. “They want to reenact the scenarios they created as children today with their own sons. “Parents and grandparents want to purchase toys that will encourage kids to sit and engage,” he adds. “A classic like building blocks brings an element of imagination into the playroom. It helps
•••••
new
•••••
Animated Genuine Monkeez sing and dance to entertain and help get wee ones moving! Characters include Olivia the Pig (sings “Sugar, Sugar”), Niko the Panda (sings “Happy and You Know It”) and 12 more exciting characters. Each comes with three AAA batteries.
mvpbrands.com
A classic pull toy, My Pet Caterpillar has constant moving action. Constructed of hardwood with metal linkage, each part of the body moves independently from the other, providing hours of imaginative play.
theoriginaltoycompany.com
The Dragons Designer TOOB features six vibrant miniature figures. Packaged in a reusable acetate tube, the set includes the Forest Dragon, Ice Dragon, Midnight Moon Dragon, Mountain Dragon, Cloud Dragon and Chinese Horned Dragon.
safariltd.com
Zeenie Dollz brings sustainability and an environmental mission to the toy world. Each 12inch doll is made of recyclable materials. A percentage of every sale is donated to organizations working to preserve the environment and protect animals.
zeeniedollz.com
CREATURE COMFORTS
Stork Babies are colorful, mini bean-bag dolls that come with empowering sayings, like “Believe in yourself, you can achieve anything!”
mystorkbabies.com august 2013 ••••• edplay.com 33
retailers recommend
•••••
Fabulous Products by Alyssa LaFaro
1 klutz.com
3
2 alextoys.com
orbfactory.com
4
Sonny Thompson from Minds in Motion in Grand Rapids, Michigan “All of our jewelry items in our arts and crafts section have been really popular. Friendship bracelets, in particular, sell well, especially the kits from Klutz (1) and ALEX (2). “The Orb Factory has a new duct tape kit called Imaginista Tape Style (3). Kids can make beads, bows, bracelets and more with the four rolls of duct tape included in the kit. Also by The Orb Factory, is Curiosity Kits Pulsar Powerballs (4), a new kit that lets kids make five bouncy balls. 34 edplay.com ••••• august 2013
“Regal Games Auto Bingo (5) is really hot right now. It’s simple, easy to play and great for travel. It’s just a $2 impulse item for us, but we go through a case or two every month.” Dave Campbell from Amazing Toys in Great Falls, Montana “Kendamas are finally catching on here in Great Falls. We get them from Kendama USA (6), Yomega (7) and Toysmith (8). “We sell the living heck out of the Builders of Tomorrow Set from LEGO (9). It’s just a simple, open-ended block set.
5 regalgamesllc.com
8 toysmith.com
7 yomega.com
6 kendamausa.com
lego.com
9
NATURAL & SAFE! PROUDLY HANDCRAFTED IN THE USA! Enforced MAP (Minimum Advertised Price) Policy
(888)894-1902 BagOBlocks.com august 2013 ••••• edplay.com 35
puckerpowder.com
11
10
rubberbandguns.com
“At a trade show I was talked into buying a Pucker Powder machine (10). It holds Pixy Stix-like powdered candy in different colors, and includes four different sizes of bags that customers fill to their liking. It has exceeded my expectations, and we’ve almost become a destination for it. “We have been doing pretty well, as always, with Rubberband Guns from Magnum Enterprises (11). A lot of kids tell me they save up throughout the year, or come in with their end-of-school report card money to buy them.”
Terra Kids Craft Kits Watch your sales fly out the door with three new styles of Terra Kids construction kits: Airplane (shown here), Helicopter and Off-Road vehicle
www.HABAusa.com 36 edplay.com ••••• august 2013
USA is now your exclusive importer and distributor of the finest European specialty brands! If you want quality, look to HABA!
•••••
new
•••••
The Adventures of Bella and Harry by Lisa Manzione introduces kids to the customs, history, language and geography of the world’s major cities. Kids tour historical landmarks and try traditional garb and food, with Chihuahua siblings Bella and Harry.
bellandharry.com
The One Direction My
Secret Pillow with Journal features images of the popular boy band One Direction. The 15-inch pillow zips open to reveal pockets and secret journal. It comes with a mini lock and two keys.
playvisions.com The Greatest Dot-to-Dot Adventure (the 17th book in the Greatest Dot-to-Dot series) skillfully utilizes dots to create amazingly complex and artistic dot-to-dot puzzles.
monkeyingaround.com
BETWEEN THE LINES Listen to the Birds introduces children to classical music through the melodious similarities between notes produced by instruments and birdsong. Features a glossary of musical terms, descriptions for each composer and bird, and a CD with excerpts of 20 different recordings.
thesecretmountain.com
The 100 Words series helps children develop early vocabulary, setting them on the path to literacy. With colorful, PLAY-DOH illustrations, My First 100 Words covers a large cross-section of common objects, while My First 100 Words: Animals is perfect for the animal lover.
silverdolphinbooks.com
august 2013 ••••• edplay.com 37
for your business information••••• Pawns Arrow Spinners Dice Counting Cubes Polyhedral Dice Mini Chips Sand Timers Checkers And Much More!
Free Brochure & Samples www.gameparts.net 1-800-980-0403
Tell our advertisers that you saw their products in edplay
DOs and DON’Ts for Employee Empowerment “Attitudes and behaviors are largely determined by how employees feel about the person they work for, and the employee training they’ve received from the company,” writes “Retail Doctor” Bob Phibbs on retaildoc.com/blog. “If you treat employees like they’re disposable, they’re likely to return the favor.” Instead, he says, invest time and effort in showing your employees how much you value their work. By doing so, you empower them to do more, better, which is best for your business in the long run. Here are some tips from Phibbs’ blog.
bilities. Boredom and laziness are contagious habits. If you breed them into one of your employees, more are likely to follow. An employee who feels like he’s wasting his time at your business is right – one way or the other.
Keep it personal Convey important information regarding employment in person. If you can’t do it yourself, have a manager or supervisor handle the conversation. This goes especially for the tough stuff like firing, transferring, demoting or laying off an employee; have the guts to tell them to their face. This also goes for what should be the easy stuff like complimenting them on a great job, helping out with an order or coming in on their day off.
Communicate clearly Don’t expect your employees to be able to guess what you want. Lay out your goals, and their responsibilities, clearly and frequently. Your business is like a ship – it’s your job to set a heading and make course corrections as often as necessary. Otherwise you’ll end up on the shoals begging for help, mistaking hefty discounts as a lifesaver, then discovering them as an anchor to unprofitability.
Don’t phone it in Employers have gotten lazy about communicating with employees. They rely on e-mail, text messages and phone calls to deliver news that really should be handled in person. Unless there are extreme circumstances (the employee is a perceived threat, they’ve created a workplace disruption, etc.), there’s no reason you can’t personally deliver the news – good or bad.
For People Who Sell Toys
38 edplay.com ••••• august 2013
Utilize their potential Keep your employees engaged and motivated by giving them more challenging tasks and greater responsi-
Expect the impossible If you’re doing your hiring and employee training correctly, you should have a good idea what an employee is capable of before he hits the floor. Don’t expect them to have skills and training that aren’t in their resume unless you’ve provided them with proper employee training.
Don’t pile it on Don’t overwhelm your employees with constant changes to your standards and practices. New is fun for customers, not employees. Keep your course corrections small and manageable, or make one dramatic change like adding the best retail sales training program.
Prepare for a Natural Disaster The Atlantic hurricane season officially kicked off June 1, and does not officially end until November 30. “Not only are forecasters calling for an unusually active season, they also say that there are signs that the U.S., which hasn’t had a major hurricane in a record seven years [technically, Sandy was not a hurricane at landfall], may be particularly vulnerable,” reports the Huffington Post. To help prepare your store for doing business in the event of a natural disaster, follow these tips from small business banker Tony Pica, senior vice president at Capital One. In a recent article in The Washington Post, he wrote: “These tips can help you minimize financial damage and keep your business running smoothly, through hurricane season and beyond.”
1. Identify an alternate location The recovery process after a natural disaster can be lengthy. Consider moving employees to a satellite location. Whatever location you have available, make sure to equip it with critical equipment, data files and supplies. 2. Communicate Make sure your customers know what to expect from your storefront in the event of a prolonged disaster displacement. Feature backup store locations on your website, and alternative methods for placing orders and payments.
1 1
1 1 1
3. Document your property Take pictures of your property before a disaster strikes. This can help insurance companies assess the damage from the storm, and ensure you get the help you need. 4. Be prepared to meet emergency cash-flow needs Make sure your bank accounts include emergency funds, and keep enough cash on hand to handle immediate needs. Issue commercial credit cards to essential personnel to cover emergency business expenses. Use online banking services to monitor account activity, manage cash flow, initiate wires and pay bills, reduce dependency august 2013 ••••• edplay.com 39
for your business information.....
on paper checks and the postal service to send and receive pay ments, and make night depository drops as early as possible if a threat is imminent. 5. Identify tools needed for business to continue Prioritize critical business functions and how quickly these must be recovered. 6. Prepare and communicate with employees Make sure that you have reliable methods of communicating with employees during a disaster, and that your employees are informed and knowledgeable about the company's emergency plan. Make sure that contact information for employees, vendors and suppliers, key customers and insurance companies are backed up and accessible electronically for employees. 7. Recovery and evaluation Once you are up and running again, compare your original disaster plan to what actually happened. How well did you fol low through? This type of evaluation will help you minimize the impact of a disaster should one happen again. Here are the names to be used for storms that form in the North Atlantic this year. Andrea
The Magazine For People Who Sell Toys
(used in June)
Fernand
Lorenzo
Sebastien
Barry
Gabrielle
Melissa
Tanya
(used in June)
Humberto
Nestor
Van
Chantal
Ingrid
Olga
Wendy
Dorian
Jerry
Pablo
Erin
Karen
Rebekah
In celebration of the 20th Anniversary of Saban's Power Rangers franchise, a flash mob of I DO-plus members all in
ranger Morphsuits invad ed Japan Expo and Place du Trocadero in Paris in July Fans were
You Deserve
a
FREE
SUBSCRIPTION Sign up today at edplay.com 40 edplay.com..
•
august 2013
invited to join the mob and participate in a cho reographed martial arts routine to battle the evil "Patrouilleurs." Japan Expo is the world's largest Japanese popu lar culture convention.
Independent Booksellers Cautiously Discuss Growth “The sky is not falling.” That’s how independent booksellers felt in May at the annual BookExpo America (BEA) in New York City. News of e-book sales (slowing), new store openings (more), and the settlement of a lawsuit involving five major publishers ran through the Javits Center from May 29 to June 1. “After a turbulent few years in the book business, there was a feeling at BookExpo America that the disruption might have calmed,” reported The New York Times. The event was originally designed to give bookstores the chance to order books for the fall season. This year, the book industry gathering drew a crowd of 20,000 publishers, authors, agents, bookstore owners and librarians who talked about titles and generated buzz for promising books. Good news included the addition of 65 stores to the ranks of independent booksellers despite competition from Amazon, said the association. The New York-based unit of Amazon Publishing was not exhibiting – its founding two years ago caused much fear and consternation in the industry, reported the Times.
Other signs of improved health for the industry included an increase in unit sales – nearly 8 percent – for independents last year, and a plateau in e-book sales for some publishers (although they’re still growing rapidly in the industry as a whole). “This provides more stability than the run-amok sales of previous years, and gives publishers more clarity about consumers’ book-buying habits,” said The New York Times. BookStats, a survey of the industry released in April, revealed that e-books now account for 20 percent of publishers’ revenues, up from 15 percent in 2011. “I’m hearing this gigantic sigh of relief everywhere I go in BEA this year,” wrote the Times, quoting Michael Pietsch, chief executive of Hachette Book Group. “We’re still here. People are no longer quite as anxious that the world is turning upside down.” On the last day of the show, members of the public were invited to take part in a “Power Readers” program for the second year in a row. It is intended to help build word of mouth for books beyond the industry. Two thousand people attended, up from 500 last year.
august 2013 ••••• edplay.com 41
industry news••••• Nagendra Raina has been named general manager of game and jigsawpuzzle company Buffalo Games. In this newly created executive position,
“Christina’s success strengthens Safari Ltd.’s legacy as the only American family owned manufacturer and worldwide distributor of hand-painted, authentic replicas,” said a Safari Ltd. announcement.
Spring Swings has launched a new website backyardziplineexperts.com, that includes zip lining information, FAQs and a consumer rebate. “The site includes information compiled during our more than 30 years as the leading manufacturer of residential zip line kits in the world,” said company owner Steve Snyder. “Any comments you may have would be received with appreciation.”
he will report directly to company President Paul Dedrick to spearhead an ambitious strategic plan aimed at driving the company’s growth in North America. He will lead all product development, sales and marketing, engineering and plant production, and finance and administration. “Nagendra is a seasoned marketing leader with an impressive record of achievement,” says Dedrick. “His creative spirit, entrepreneurial background and track record of success in brand marketing and financial strategy within the consumer products category make him uniquely suited to help propel Buffalo Games to the next level of growth.” Most recently, Nagendra was the director of strategy and finance at Fisher Price. He helped launch many products during his tenure there including the Smart Cycle learning system. Nagendra received his bachelor’s degree in engineering from Shram Sadhana Bombay Trust’s College of Engineering and Technology, and his MBA in marketing from the University at Buffalo.
Christina Pariente has been named vice president of Safari Ltd. She is the wife of company President Alexandre Pariente. 42 edplay.com ••••• august 2013
Nearly 2,000 people attended the American Specialty Toy Retailing Association’s Marketplace & Academy in June. Attendance was up 15 percent from the record-breaking numbers of 2012. This year, there were 330 exhibitor companies, 218 reps and 829 retailers from 450 stores for a total of 1,987. During the convention, members elected four industry leaders to the ASTRA board of directors. Retailers Thea Brown from the World of Mirth toy store in Richmond, Virginia; and Tim Holliday from Children’s World & Children’s World Uniform Supply in Sarasota, Florida, joined John Giacobbe, a manufacturers’ rep from Medway, Massachusetts; and manufacturer Jeff Pinsker from Klutz in Palo Alto, California. Retailer Linda Hays from Hopscotch Inc. toy store of McMinnville, Oregon, will remain Chair of ASTRA’s board; and manufacturer Michael Levins, CEO of innovativeKids, is chair-elect. Retailer Dean May from Toys Unique! in Dallas is secretary; and sales rep Lillian Davis from Lee’s Summit, Missouri, is treasurer. Still serving their terms are these other board members: • Retailer Bob Breneman from G. Willikers! Toy Shop in Portsmouth, New Hampshire;
• Manufacturer Lea Culliton from HABA USA in Skaneateles, New York; • Retailer John MacDougall from the Golden Apple Learning Store in Pleasanton, California; • Retailer Robin McLane from The Toy Place at Bellevue Art and Frame in Bellevue, Washington; • Retailer Ann Kienzle from PLAY toy store in Chicago; and • Manufacturer Ted McGuire from Thames & Kosmos in Providence, Rhode Island.
Also at ASTRA’s convention in June, Terry Gannon and Idanna Smith received the association’s Lifetime Achievement Award. The two are director and managing director, respectively, of marketing cooperative The Good Toy Group.
Terry Gannon and Idanna Smith, ASTRA's Lifetime Achievement Award winners
ASTRA's Marketplace & Academy
Here are additional ASTRA awardwinners. Manufacturer of the Year: Toysmith in Sumner, Washington The company was recognized, in particular, for forming partnerships that keep fresh, innovative toys on customers’ minds; and for making it easier for specialty stores to buy from lines that had high shipping costs and minimums. The company also boasts an order-toshipping ratio in the high 90th percentile, thanks in part to its new distribution center and warehouse. Retailer of the Year: Grandrabbit’s Toy Shoppe, Boulder, Colorado With three stores and a devoted customer base, 37-year-old Grandrabbit’s was honored for its merchandising and its altruism. Last year, the store donated nearly $7,000-worth of merchandise to local charities and nonprofits, for auctions that benefit children. The store’s “Bunny Bucks” program gives 5 percent of pre-tax sales to local schools, generating donations of more than $20,000 annually. Rep of the Year: Barry Wunderlich, Best Toys, based in Lisle, Illinois Barry was honored for his excellence in “following up,” in-store training, product workshops, maintaining a reasonable line offering, and for understanding the technology available for stores from manufacturers.
Tell our advertisers that you saw their products in edplay
For People Who Sell Toys
august 2013 ••••• edplay.com 43
Tell our advertisers that you saw their products in edplay magazine Company
Page Web Site
Company
Page Web Site
ABC Kids Expo .....................................47 ...............theabcshow.com
Merchant Technologies......................8 .................tpos.com
Automoblox Company.......................2 .................automoblox.com
Monkeez Makes a Difference...........19 ...............monkeezandfriends.com
Bag O Blocks........................................35...............bagoblocks.com
Monkeying Around.............................40...............monkeyingaround.com
Berg USA...............................................22...............bergtoys-usa.com
The Orb Factory ..................................43...............orbfactory.com
DeLano/EPI Printing Inc. ...................45...............delanoservice.com
The Original Toy Company...............48...............theoriginaltoycompany.com
Do-A-Dot Art! .......................................23...............dotart.com
Play Visions...........................................31 ...............playvisions.com
Endless Games ....................................39...............endlessgames.com
The Reading Game.............................39...............thereadinggame.com
Fractiles..................................................8 .................fractiles.com
Rubens Barn .......................................7 .................rubensbarndolls.com
Gameparts ............................................38...............gameparts.net
Safari Ltd ...............................................12 ...............safariltd.com
Goofballz...............................................19 ...............thegoofballz.com
Smart Toys and Games, Inc. ............13 ...............smarttangoesdealer.com
Guidecraft USA ....................................20...............guidecraft.com
Specialty Toys Network......................45...............stoysnet.com
HABA / Habermaass Corp. ...............36...............habausa.com
Spring Swings LLC...............................30...............springswings.com
Hollow Woodworks ............................26...............namestool.com
Stork Babies - ......................................30...............mystorkbabies.com The Fiammetta Toy Co
Jax Ltd, Inc. ...........................................6 .................jaxgames.com Thames & Kosmos..............................9 .................thamesandkosmos.com Juratoys US Corp.................................24...............janod.com Thumler’s Tumbler ............................23...............thumlerstumbler.com Koplow Games....................................26...............koplowgames.com USAopoly Inc. ......................................5 .................usaopoly.com The Learning Journey ........................41 ...............tlji.com Wikki Stix...............................................21 ...............wikkistix.com Lunastix..................................................15 ...............lunastix.com Zeenie Dollz LLC .................................35...............zeeniedollz.com Mayfair Games Inc..............................3,29............mayfairgames.com 44 edplay.com ••••• august 2013
endcapâ&#x20AC;˘â&#x20AC;˘â&#x20AC;˘â&#x20AC;˘â&#x20AC;˘ (continued from page 46)
How well do they fit in the specialty market? I think the specialty stores love Automoblox, especially now that weâ&#x20AC;&#x2122;re ridiculously strict with our MAP policy. I shop local, and I do not want people showrooming at specialty stores. The cars need to be in specialty stores. If people canâ&#x20AC;&#x2122;t see them and hold them, they canâ&#x20AC;&#x2122;t appreciate the quality and value proposition. I think products like Automoblox are what customers expect to see in specialty toy stores. We hadnâ&#x20AC;&#x2122;t attended trade shows in three years, but since we gained control again we went to Toy Fair, ToyFest West and The Seattle Gift Show. I didnâ&#x20AC;&#x2122;t have a booth at the ASTRA Show, but I went to talk to people and spread the message that we support specialty stores. We want them to have as much margin as they can; thatâ&#x20AC;&#x2122;s why we ship everything ourselves instead of using a third-party warehouse. We hand-pack the boxes so there are as few packages as possible to reduce shipping. When I told one retailer that shipping her order cost $8.95, she said, â&#x20AC;&#x153;Thatâ&#x20AC;&#x2122;s crazy. I thought it would be triple that!â&#x20AC;? What are your best sellers? Interestingly enough, they are our three original models: the red sports car, the blue sedan and the green pickup truck. I would say more boys than girls probably play with them, but my daughter loves them. The red sports car also comes in pink, and it sells very well. We also have a purple car.
COMPLETE BOARD & CARD GAME PRODUCTION
Automoblox is a family business run by Patrick (center), his wife Susan (right) and cousin Ray Rega (left).
Any new models coming out? By the end of July we will introduce three new rescue vehicles; and by next January, a brand new line and whole new platform of big rig trucks, pickup trucks and a cement mixer. We try to launch new products at the beginning of the year, but the design cycle will change if Patrick doesnâ&#x20AC;&#x2122;t think everything is perfect. He wonâ&#x20AC;&#x2122;t compromise to hit a date. Whatâ&#x20AC;&#x2122;s the next step? The age range for our products
right now is about 3 to 10. Weâ&#x20AC;&#x2122;ve talked about producing something tactile for infants, then moving up â&#x20AC;&#x201C; so going under age 3 and then age 10 to adults, and really build the brand. In addition to being a plaything, Automoblox are also very collectible. Older kids like them, but need a more detailed and complex version. The toy industry is kids; itâ&#x20AC;&#x2122;s the future. Whatever makes kids love and be emotional about our products just happens. Itâ&#x20AC;&#x2122;s magic. We are doing the right thing by making a good product the right way.
We are a manufacturer not a jobber! * 0' /#0 6 * 5 -,$5 6 "-/$ #0 6 -** 1$# /#0 /#$/ 2*%(**+$,1 6 /$'-20(,& 6 2 *(15 ./-#2"1 -+.$1(1(3$ ./("(,& 6 --# 0$/3("$ 6 05 1- 4-/) 4(1' 5404 Wayne Rd., Battle Creek, MI 49037 6
$!0(1$ 444 #$* ,-0$/3("$ "-+ 6 + (* (,%- #$* ,-0$/3("$ "-+
august 2013 â&#x20AC;˘â&#x20AC;˘â&#x20AC;˘â&#x20AC;˘â&#x20AC;˘ edplay.com 45
endcap•••••
High Gear by Alyssa LaFaro
W
hen industrial designer Patrick Calello brought Automoblox to market in 2004, he simply wanted them to be the best – best design, best materials, best play value, best everything. His obsession with quality, however, has not made the last nine years easy. In fact, Pat spent the last three in litigation trying to retake control of the Automoblox brand from its licensee. “We got it back January 1,” said his wife and business partner, Susan, in a recent interview. “We are calling it ‘the new Automoblox’ because it is a different mindset, different passion.” We wanted to hear the Automoblox story from the beginning, starting with the prototypes Patrick created in college. Here is what Susan told us. Is it true that Patrick’s first word was car? Yes. He’s been a car guy since he was a kid. He has a collection of 300 Hot Wheels. Besides the obvious difference in materials, how do Automoblox cars differ from Hot Wheels? The parts of Automoblox cars are fully interchangeable. When you have more than one car, you can make a limo by putting the front of one car on the front of another. You can change the roof, the wheels and the tire colors. While Automoblox have the same play value as Hot Wheels in that you can push them around, the difference is that kids can make Automoblox. They send us pictures of combinations we’ve never
46 edplay.com ••••• august 2013
With their solid maple construction, colorful roofs and bright rubber tires, Automoblox are charming and delightful to look at. They “break” apart into blocks (“blox”) that kids can put back together in different ways. They reinforce matching, color recognition and fine motor skills.
even thought of. They even turn the wheels inside out! Once the cars are together, it’s not over. I’ve seen the garages kids make for them out of cardboard boxes. It’s open-ended play for them. The cars roll like the dickens – you can get some pretty serious distance. They’re also sturdy – my kids throw them over the banister and they don’t break. They just pick them up, and put the pieces back together. Tell us how they began. In 1992, Patrick made them for a design project at Carnegie Mellon. The assignment was to make a toy out of wood. He got a “B.” After he graduated, Patrick got a job in industrial design, and the cars got lost in his post-college closet. In 2000, we dug them out and agreed they were cool. We decided to do something with them. We were still tweaking the design four years later. He was such a fanatic about every little detail – the colors, the way they feel, they way you put them together. I think he spent three months just on perfecting the clicking sound. We took them to a child psychologist
who told us they weren’t educational enough, so we made the connectors shape-specific – you have to change the connector key to change the shape of the car you want to make. It helps kids think in 3-D. We launched in 2004 with three cars and then added three more, then three more. Today, the line includes 15 bigger, original-sized cars – they range from about 4.5 inches long for a compact car to about 8 inches for the T900 pickup. They are about 1.5 inches high. The sports cars come with two people, and the others come with four. We have the same amount of Minis, which are about half the size of the originals. We introduced them to hit some alternate price points. Now you can buy Automoblox anywhere from $10 to $120. We built Automoblox because we – particularly Patrick – wanted to offer kids great design, great quality, and something to treasure and keep in a world where many things are disposable. When we did that, people told us the product was too expensive. But we didn’t make them to fit into any particular category or price point – we just wanted them to be great toys. (continued on page 45)