For People Who Sell Toys
SEPTEMBER/OCTOBER 2013
Whale’s Tale Toys in Coastal Canada
Low-Cost Displays that Say Buy Me Plan a Play Event for Parents • Stocking Stuffers that Sell
wordplay •••••
by Kevin Fahy
I
Life of a Salesman
f I say the word “salesman,” what’s the first thing that comes into your head? Unfortunately, for many people the answer is “used cars.” Somehow, we have developed this cultural stereotype of a salesperson who is fundamentally dishonest, cheap, flashy and slick. He tries to persuade people to buy something they don’t want or need for more than it’s worth, accompanied by a wink, a slap on the back, and a bad joke. Arthur Miller didn’t help matters much. “Death of a Salesman” is certainly a great play, and there are elements to the personality of Willie Loman that may strike uncomfortably close to home for a number of people in the profession, but he serves to reinforce the stereotype in one profound way. He’s a loser. As a kid growing up in this country I absorbed the cultural bias about sales, as you probably did, and I never dreamt of a career that was even remotely connected to it. By the time I got out of college I had determined the career I did wish to pursue was in publishing. That was not such an easy field to break into at the time, so for two years I worked at whatever odd jobs I could find, basically living out of my 1968 Mercury Cougar. The best of those jobs, by far, was working in the sporting goods department of a huge downtown department store. We sold everything from kayaks to polo mallets, and it was more fun than I ever had at a job, before or since. I didn’t think of myself as working in sales, however, but as working in sporting goods. When I finally landed a job as an editor at an educational publisher I thought that my future was settled, and it probably would have been if I had been
left to my own devices. Management had other ideas, and after 18 months I got transferred into marketing with a higher salary and the assurance that there would be no more than “a little bit of sales work.” That, of course, was a ruse. After a crash course in salesmanship I was pushed out on the road, where I was expected to make about 20 calls a month, in addition to my actual marketing responsibilities. The funny (and completely unexpected) thing was that I liked it. The road was a lot more interesting than the office, and walking out with an order was like taking some kind of drug. From those days forward my attitude about the sales profession has been entirely different from what it was going in, and the old stereotype seems as silly and meaningless as the notion that lawyers are unprincipled ambulance chasers or that cops are doughnut-eating bullies. Many of my favorite people in the world are in sales. A lot of them are entrepreneurs, because every successful entrepreneur that I know is an outstanding salesperson. Some are very wealthy, because there is no real limit to what a person in sales can make. I have known employee-salespeople who earn sevenfigure annual incomes. Even during tough economic times, a person with genuine sales skills and experience can nearly always find work, so unemployment is not that much of a risk. Some companies will hire a good salesperson whenever they find one, whether there is an opening or not. Right now there are plenty of openings. In June, the Bureau of Labor Statistics reported a huge increase of 445,000 sales jobs in the United States, bringing the total to 15.8 million. (continued on page 8)
Think outside the box!
Made in U.S.A.!!
Find your store! september/october 2013 ••••• edplay.com 3
For People Who Sell Toys
Publisher J. KEVIN FAHY kfahy@fwpi.com
edplay.com ShopToysandGifts.com
september/october 2013
Editorial Director TINA MANZER tmanzer@fwpi.com
Volume 20, No. 5
Senior Editor BRADLEY G. GORDNER
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Production Manager MARK STASH mstash@fwpi.com 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
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18 24 32
Getting Along Swimmingly After almost 30 years, Whale’s Tale Toys in British Columbia has all its systems in order
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Best Business Insights from ASTRA What’s discussed when the industry gets together
Advertising Production Manager CHRISTIE McCONNELL christie@fwpi.com Circulation TRICIA McKENNA trish@fwpi.com
A Party to Help Parents Pick the Right Gift An after-hours, in-store play event is a win/win for you and the shoppers who need expert advice
New Products 23
edplay is published by Fahy-Williams Publishing, Inc. President: J. Kevin Fahy; Vice President: Tim Braden.
That’s the Stuff! When it comes to your bottom line, the positive impact of stocking stuffer sales cannot be overstated
29 39 43
2013 Closing Dates
Everyone’s Favorite Friend Make your customers feel welcome and comfortable with these creative merchandising ideas
Stuff These in Stockings Easy to Gift-Wrap
The Annual Buyers’ Guide Issue ........................Oct. 4
Great Games for Gifts
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
Flights of Fancy
31
Copyright © 2013 by Fahy-Williams Publishing, Inc.
Retailers Recommend Fabulous Products MP3 speakers that dance, planes that soar, dress-up and more (continued on page 6)
4 edplay.com ••••• september/october 2013
(Table of Contents continued from page 4)
About the Cover The ship’s stern on the façade of Whale’s Tale Toys was custom-made by local carpenter Ralph Forward, a former shipbuilder from Newfoundland. “Every girl wants a castle,” laughs Judy, “but I got a ship.”
columns•••••
3
Wordplay Life of a Salesman By Kevin Fahy
50
Endcap Out of the Box Publishing, Take Two By Alyssa LaFaro
For People Who Sell Toys
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departments •••••
SEPTEMBER/OCTOBER 2013
Whale’s Tale Toys in Coastal Canada
40
For Your Business Information An increase in mobile purchases, tips to avoid holiday pitfalls and more
44
Industry News The Toy Industry Hall of Fame’s new home, Meccano and LockerLookz acquire new owners, and more
48
Index of Advertisers
Low-Cost Displays that Say Buy Me that Sell Plan a Play Event for Parents • Stocking Stuffers
6 edplay.com ••••• september/october 2013
50
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!
wordplay••••• (continued from page 3)
According to a survey of sales managers conducted by CareerBuilder, those jobs are among the hardest to fill, with 35 percent of employers unable to find qualified applicants. That figure is up from 24 percent in 2010. Given the nature of the work, the potential remuneration, and the availability of good positions, you would think that parents would encourage their children to explore the idea of a career in sales. You would even think that kids might get it. Interested in sports? Science? Fashion? Farming? Fine, you can find a sales career in any of those lines. You would think so, but you’d be wrong. I’ve asked a lot of high school kids to tell me their career goals, and I am yet to have a single one answer “I want to go into sales.” I often suggest it to the ones who seem a little fuzzy on the topic, but generally their eyes glaze over, or they start edging toward the door. I can’t blame them. I would have done the same thing at their age. If any of them were interested in sales, they might have a hard time figuring out what to do about it, because very few colleges offer any significant program in sales and marketing. That’s right, in a world where people borrow money to pay staggering tuition bills in the belief that it’s the only avenue to a good job, we ignore a profession that employs more than 10 percent of the workforce. With apologies to all you sociology majors out there, does your degree have anything at all to do with what you do for a living? I took one course in sociology and couldn’t imagine how it could apply to any line of work, unless it was teaching sociology. One of the most popular degree programs is “communications,” but I work in the communications business and I have no real idea what that course of study entails. If it means journalism I wish we would call it that, but if it refers to the ability to communicate, shouldn’t that apply to every field? 8 edplay.com ••••• september/october 2013
When I was young I once dated a woman who had a degree in “recreation.” I always wondered what the required coursework was for that major, but was afraid to ask. Perhaps I shouldn’t sound too smug, since the value of my own degree in English is often called into question these days. I think I could defend it, but it’s likely that all the sociology, communication and recreation majors feel the same way, and they would probably be right. According to a July 15th article in The Wall Street Journal entitled “Seeking a Shortcut to a Job,” the fastest-growing segment of higher education is not in degree programs but in certificate programs, which can be completed in a year or less. Georgetown University reports that certification, which is available in just about any career track you can imagine, averages $6,780 at public community colleges and $19,635 at private colleges. The number of certificates awarded annually has more than doubled in the past decade to a quarter of a million. It seems as though we are always looking for good salespeople here at this company, and I suspect your business may be the same. Applicants can usually be divided into two groups, those with no real qualifications who just want a job doing anything, and experienced professional salespeople who want about twice as much money as we can afford to pay. If certification programs could provide us with entry level applicants who have made a genuine commitment to a career in sales, I would be thrilled. But first things first. Let’s start by telling kids that working in sales can be cool.
You can e-mail Kevin at kfahy@fwpi.com. september/october 2013 ••••• edplay.com 9
The Whale’s Tale’s interior looks like the inside of a ship, portholes included.
by Alyssa LaFaro and Tina Manzer
J
udy Osborne, owner of Whale’s Tale Toys in British Columbia, spends the first week in September organizing her inventory for the holidays. “I block off time to spend with my assistant manager, and we go through everything,” she told us. “I used to do it all myself, but staff input really helps. She’s on the frontline all the time.” The process, which actually begins in June, has worked well for the past 28 years. “I have my book and I make notes 10 edplay.com ••••• september/october 2013
all year, so I know what companies I’m going to buy from,” she explains. “I have to be organized because the store is small, only 1,000 square feet. I have a warehouse, but I have to plan carefully so I don’t receive all the shipments on the same day. I’ve started ordering, and the products will arrive here in October.” This year, she says, she is cutting back on items with a Christmas theme. “If I don’t sell them by December 24, I can’t put them out again until next Christmas,” she explains. “I have
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GET A TUMBLER Retailer Judy Osborne loves kids and animals.
some plush and a few novelty items. I carry a lot of Christmas puzzles because they sell. “My store is always full of product anyway,” she adds. “If there’s not much here, I think people will get bored. Our philosophy is to carry good quality toys that provide great play value. They’re educational and unique, and from around the world.”
Where “old-fashioned” works The original store moved to its current location on 5th Avenue in Courtenay in 1994, when Judy and her husband bought the building. “We have been asked many times to branch out and grow, but this one location is a lot of work as it is,” Judy says. “We are trying to have a life and work at the same time.” It’s downtown on a main street where the shopping atmosphere is traditional. Parking is available right in front. Courtenay is on the west coast where the Canadian climate is best, Judy says. Her customers are a mix of locals and tourists. “West Jet airline flies into Comox, the neighboring town, so lots of Albertans and tourists come here,” she says. “We get to be tour guides every day in the store.” Unlike the economic ups and downs toy stores in the U.S. have experienced, business in her store has been very stable, Judy says. Right now, the market is particularly good. “Lots of educated people settle in this area; retired people and grandparents. They appreciate our collection and service.” september/october 2013 ••••• edplay.com 11
The store can be found on Facebook and at whalestaletoys.com. Judy hired someone to maintain the website, and “I have a lady who we send info to for Facebook. I know we have to do the Internet to bring people in,” she says, “but I don’t really enjoy it. “We are old-fashioned,” she continues. “We don’t have POS; we have a book system. I work in the store three days and do books two days elsewhere. We do counts ourselves, manually, (continued on page 14) The store: 1,000 square feet of selling space plus 500 square feet of storage. A 600-square foot warehouse is located offsite. The staff: One full-time and four part-time employees. The numbers increase to two and six, respectively, during the holidays. “Their hours are flexible because they all have lives outside the store,” says Judy, who never missed a school play or concert for work when her daughters were growing up. The town: Courtenay is on the Strait of Georgia, on the east side of the Island of Vancouver (but on the west coast of Canada). It is the only city in the region, and one of Canada’s fastest-growing urban communities. The whales: Courtenay River is one of two rivers that run through the city. It empties into the ocean at Comox Harbor, a tidal estuary teeming with wildlife. “Depending on their migration, orca whales will come through the Georgia Strait,” Judy explains. “Everyone loves them. When my kids were little, there was a gray whale out there. It seemed appropriate to give the store a name with some west coast flavor.” The owner: Judy loves kids and animals. She grew up on a farm, and lives on a farm today with horses, chickens, goats, geese, ducks, dogs and cats. “I would have been a zookeeper,” she told us, “but I don’t like reptiles.”
1 1
1 1 1
12 edplay.com ••••• september/october 2013
Explore the benefits of attending the 2013 ABC Kids ExpoŽ, the world’s premier juvenile products trade show, as we return to Las Vegas for our 11th annual trade show. Exhibit among the industry elite, with virtually every significant manufacturer or distributor of products for infants and children presenting their newest, most innovative products and services. Engage with international buyers, media and fellow suppliers, when more than 1,000 exhibitors and over 14,000 attendees are expected to converge at this private trade event. Experience the best this industry has to offer, including dazzling networking events and more.
and whenever we do, it’s awesome because we really revisit the product; no looking at computers and numbers. Our system is doing fine just the way it is. I don’t see a flaw in it. The next person here can have inventory at the front.” Old-fashioned works well there, even for customers. “A lot of shoppers want to get back to basics,” Judy says. “They’re looking for games and things that encourage family time. Our game sales are growing, and not just for children. Talisman, Settlers of Catan and Agricola sell well. We even broke down and bought Axis and Allies. The customers ask us to bring them in, and we’re always reordering.”
Un-leviathan Space inside is limited, so Judy packs products floor to ceiling (or
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14 edplay.com ••••• september/october 2013
Judy, third from left, and her “pirates” have a lot of fun at work.
“deck to overhead” if your store is designed to look like a ship, which Judy’s is). It’s wood from stem to stern – even the fixtures – and like a ship, it creaks. “I don’t use metal racks,” she points out. “Everything’s on nice wooden shelves, which creates a certain atmosphere that the store is known for. I have a little bit of slatwall, but I don’t like products just hung on a wall.” She fills her shelves with products she loves. “I’ve been here 28 years so I carry what I want,” she says. Case in point: “I love babies and I won’t give up my baby section, even though there’s a baby store down the street. We just try to carry different things.” The store has a science area and a
small book section. “We also carry Calico Critters, Schleich figures, and Corolle and Adora dolls,” she ticks off. “We stock crafts and construction toys (good ole LEGO), and play-costumes all year long. “I love trade shows,” she tells us, when we ask about new products. “I go to the Edmonton Gift Show and the Toronto Toy Fair. I love the New York Toy Fair. Next year, I hope to go to Nuremburg and the ASTRA show. I see new products, and they give me energy.”
Happy to be part of a pod Like whales, Judy is very social. She donates time to help with local events, and proudly supports the Courtenay Whaler’s Women’s Hockey Team, the Cumberland Junior School Girl Empowerment Seminar, the Vancouver Island Quarter Horse Show, the Pacific Whale Foundation and more. Most recently, the store sold tickets for the Royal Canadian Mounted Police Musical Ride. Despite the lack of room, Judy does in-store demos. A box or two of crafts and toys is always open. Right now, the store has an aquarium full of Robo Fish. “Next week we are doing stencils with glitter out on the counter so we have some control,” she told us. “Disks from OgoSport don’t sell unless you take them out of the package. Then we can sell 10 in a day. “I love the people, and watching their children grow,” she says. “I love maintaining a presence downtown to keep it vibrant. I am a big believer in the concept of downtown – if you don’t have one, you don’t have a strong community.” Her advice to other retailers is to work hard, watch your day-to-day costs, go above and beyond with service, and don’t grow your store too big too fast.
Box!
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september/october 2013 ••••• edplay.com 15
A Party to Help Parents
Pick the Right Gift
An after-hours, in-store play event is a win/win for you and the shoppers who need expert advice by Ellen Metrick, Lekotek
S
pecialty toy retailers have to plan aggressively and creatively to carve out their share of holiday toy sales. Rather than compete head-to-head with big box stores that offer deep discounts, extended hours and layaway options on Black Friday and Cyber Monday, they should do what they do best – offer lots of value and sound toy advice. Reach out to your customers and invite them all in to make their holiday gift shopping easier. Last year, a suburban Chicago toy retailer did just that with an effective in-store after-hours event. Parents and Lekotek
Play Specialists – who work with children of varying abilities each day in therapeutic play sessions – were invited to the store to mingle during an evening of education and entertainment. The owner and store staff members presented toys and toy categories they thought would be hot during the holiday season, and made themselves available to answer questions like “What’s right for my kids?” and “What more can you do for me?” Our Play Specialists, who are familiar with the benefits specific toys deliver and are experts on how they are played with by children, demonstrated products, shared creative play ideas, answered customer questions and offered gift suggestions. The event was a win/win for the store and for parents. Any toy retailer can take this concept and run with it. You could call it “Toy Demo Day While Parents Play.” Here are some of the elements – in addition to toy demonstrations – we thought would make it an annual hit.
A pre-Thanksgiving date Capture some holiday dollars before parents’ social calendars fill up for the season. Promote it as a “Sneak Preview” and early purchase opportunity. The ASTRA-supported Neighborhood Toy Store Day is planned for Saturday, November 9. Consider joining this event and benefit from the promotions and publicity the association offers. For more information, visit astratoy.org/ntsd.asp.
Expert-recommended products to play with Check out the AblePlay website (ableplay.org), the National Parenting Publications Awards (nappaawards.com) and ASTRA’s Best Toys for Kids List and Guide to Toys for Children with Special Needs (astratoy.com). Not only will they provide you with descriptions of toys you can highlight, they also offer features that make them special. Refer to these resources often and talk to parents about them to add credibility to your toy recommendations. Distribute your suggestions, and be ready to take early orders (early-order discount incentives can propel sales). 16 edplay.com ••••• september/october 2013
You as the guru
Parent pampering!
As your community’s resident toy guru, you can offer a presentation on the benefits toys offer and the ways they go beyond their instruction sheets in play scenarios. Or consider sponsoring an outside speaker. That would free you up to talk one-on-one with customers, offer them purchase recommendations, and just generally build relationships with them without appearing to sell.
Moms and dads, particularly those who have kids with special needs, crave, need and totally appreciate any pampering that comes their way. Make sure to serve refreshments at your event and, as a bonus, offer treats that can range from chair massages to ice cream. Cross market your products by sharing your discount coupons with other retailers, and vice versa.
Enthusiastic helpers
“Special privileges”
To fuel your employees’ enthusiasm for the event and the products they’ll be selling there, have an employees-only Game and Play Night prior to your kickoff event. Close the shop and let the staff hop. Hold creative play competitions with prizes, share selling ideas, and ask each staff member to pick his or her favorite toy or two, and talk about why they love them.
Capture the e-mail addresses of your event’s attendees by offering them a shout-out when a limited quantity of a hot new toy comes in.
Premium wrapping services Take gift-wrapping a step further by offering to wrap and hold purchases for pick-up on Christmas Eve day to help
parents keep the element of surprise for their kids. An event for parents held early in the holiday shopping season will make their toy shopping less stressful, more fun and just plain easier for customers to purchase their gifts from you. After they’re pampered, treated and exposed to quality play with quality toys, why would they shop anywhere else?
Ellen Metrick is Director of Industry Relations & Partnerships for the National Lekotek Center. The not-forprofit agency is a leading authority on toys and play for children with disabilities. Lekotek is dedicated to providing children of all abilities access to the benefits of play experiences. Visit ableplay.org for a complete listing of toys for children with special needs.
september/october 2013 ••••• edplay.com 17
T hat’s
the S tuff!
When it comes to your bottom line, the positive impact of stocking stuffer sales cannot be overstated. Here with product recommendations and merchandising advice are specialty toy retailers from Georgia, Mississippi, Minnesota, Ohio, Michigan and Virginia. by Alyssa LaFaro
“D
habausa.com
om.com peaceablekingd
on’t assume that parents consider stocking stuffers last-minute, small and inexpensive,” cautions Melissa Henry of Momo’s Special Toys in Marietta, Georgia. She’s right, especially based on what we’ve overheard on various mommy blogs. “We have a budget for stocking stuffers, but they’ve become such an important part of our Christmas morning tradition that we forego an extra gift or two under the tree to be able to buy more to put in the stockings.”
“My children are now 5 and 7 years old; to them their stockings are a big deal. They love to wake up and see them spilling over with fun toys, art supplies, books and more.”
At Momo’s, the filling for holiday socks is a big priority. In fact, last year, Henry brought the process to a whole new level by inviting customers 18 edplay.com ••••• september/october 2013
store.gamago.com
“Filling stockings with junk is a waste of money. I don’t mind spending more for high-quality stocking stuffers with play value that will last longer than two minutes.”
to bring in their own stockings and fill them at the store. When they brought their full stockings to the cash register, they received 10 percent off the entire purchase. “It kept our cash register line short because we didn’t have to wrap each item,” Henry says. “We will definitely do it again this year.” On her list of best stuffers are “educational” items like the Noggin Stik by Smart Noggin that helps babies develop visual tracking skills, and Ravensburger’s Aquarelle mini watercolor set. Remember to point out the stockingstuffer-sized toys that make great addons, notes Philip Wrzensinski from Toy House and Baby Too in Jackson, Mississippi. “Parents can augment a large construction set item under the tree with its respective mini-figures in the stocking. Products like LEGOs, Nanoblocks, Plus-Plus Mini and Midi, and LaQ Building sets feature both large and small items in their lines that can be split between tree and stocking.” Construction sets aren’t the only type of toys that can be promoted in (continued on page 20)
LEARN THROUGH
this way. Rubber bands for the Rainbow Loom, duct tape for ALEX’s duct tape kits, markers and crayons for coloring books, and charms for the Loopdeedoo bracelet maker are just a few creative items that can be paired with larger, under-the-tree gifts.
Display them prominently, with signs When it comes to stocking stuffers, parents either love choosing them or hate choosing them. Either way, if they can easily find them in your store, they’ll buy them.
THE
EXPERIENCE!
Your customers will appreciate these stocking-sized suggestions Fingerstache from GAMA-GO store.gamago.com
Skoobidz by Dream Threads skoobidz.com
Crazy Aaron’s Thinking Putty puttyworld.com
Chat Packs from William Randall Publishing, questmarc.com
Cubebot by Areaware, areaware.com
Rainbow Monkey and Cupcake Bandages from Accoutrements accoutrements.com
Spot It! and Ooga Booga from Blue Orange Games blueorangegames.com Left Center Right from George & Company, dicegames.com Q-bitz Solo by Mindware mindware.com Jacks, pickup sticks, marbles and tops from Channel Craft, channelcraft.com Tenzi by Carma Games ilovetenzi.com Mrs. Grossman’s Stickers mrsgrossmans.com got milk? Magic Straws from Reach Companies, magicstraws.com
MADE IN U.S.A.!!
Touchable Bubbles, Firefly Rockets, Chinese Jumprope and Cat’s Cradle from Toysmith, toysmith.com Foil Art Sticker Packs from Peaceable Kingdom, peaceablekingdom.com Go Games series from Magnetic Poetry, magneticpoetry.com Aquarelle Mini by Ravensburger ravensburger.com
FIND YOUR STORE!
Noggin Stick by Smart Noggin, smartnoggintoys.com Jump Ropes from Just Jump It jjitoys.com
Super Snow from DuneCraft dunecraft.com WordARound by ThinkFun thinkfun.com Ball of Whacks from Creative Whack Company, creativewhack.com Gyroscopes from TEDCO Toys tedcotoys.com What’ Zit from The Original Toy Company theoriginaltoycompany.com BC Japanese Erasers, bcmini.com Papo figures, papo-france.com TOOBS from Safari Ltd., safariltd.com Yoyos, Scoots and wooden rattles from Maple Landmark maplelandmark.com Metal, wooden and wire puzzles by Puzzle Master, puzzlemaster.com ZeeBeez from Zing Toys, zingtoys.com Astrojax from Active People Toys activepeople.com Jacob’s Ladder, geodes, paper dolls, temporary tattoos, harmonicas, Chinese kazoos, wooden rattles, die cast cars and trucks
Check out our advertisers for more ideas! 20 edplay.com ••••• september/october 2013
“We place hand-written signs that say ‘Perfect Stocking Stuffer’ on appropriate displays around the store,” notes Melissa Henry. “We noticed that our customers are happier when they have the ability to find great items fast and on their own.” Melinda Gardner from Ted’s Toy Store in Cincinnati places all her stocking stuffers in a special display front and center in the store, showcasing them with a big sign announcing “Stocking Stuffers.” Although Wrzensinski does the opposite – he spreads stocking stuffers throughout the store – a sign that says “Great for
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the Modular Toy Express! your ticket to sales this Fall For more information please contact:
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ModularTO .com september/october 2013 ••••• edplay.com 21
Gifts to Celebrate Hanukkah The Jewish holiday begins on Thanksgiving, so display Hanukkah gifts early before the dash for Christmas stocking stuffers begins in earnest. Here are a few recommendations. From Geppetto’s Toy Box in Oak Park, Illinois geppettostoybox.com • Hebrew Alphabet Kit from Magnetic Poetry magneticpoetry.com • Hebrew Alphabet Blocks from Uncle Goose unclegoose.com • Hebrew Bananagrams bananagrams.com
From mommy blogger My Mom Shops mymomshops.com • The Hanukkah Hop by Erica Silverman kids.simonandschuster.com • Zingo! Bilingual-Hebrew game from ThinkFun, thinkfun.com • Hanukkah Surprises – Gift Assortment Filled With Toys from A Perfect Gift Company, a perfectgiftcompany.com • Paint-A-Dreidel from The Source of Everything Jewish, jewishsource.com • Hanukkah Sand Art Kit from Traditions Jewish Gifts, traditionsjewishgifts.com • Chanukah Banner from ALEX Toys alextoys.com
22 edplay.com ••••• september/october 2013
stockings!” is always included in the display. Makya Vandiver-Hawkins from Smarty Pants Kids in Eden Prairie, Minnesota, promotes her stocking stuffers near the register. “I create a ‘Smarty Stuffer’ wall stocked with small items by the front counter,” she details. Keep sample stocking stuffers out of the box Vandiver-Hawkins recommends Aero Props from Aero-Motion for stocking stuffers. She advises customers to create new games with the tiny flyers – “set up goals or baskets and play a form of golf. Play a game of catch like you would with a ball or Frisbee. Set up targets to hit, or just see how high you can fly them.”
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Linne dolls are designed by gifted doll makers and named for Swedish botanist Carl Linnaeus. The cuddly dolls’ costumes reflect the wonder and fun of nature’s creations.
rubensbarndolls.com september/october 2013 ••••• edplay.com 23
Everyone’s
Favorite Friend by Tina Manzer, photos courtesy of ASTRA
A
n EFF is the person you are always happy to be around. Mine makes me laugh and have fun in any situation. She’s helpful and generous, and no matter whom she’s talking to, she always says the right thing. Make your store that person, advises Gaetana Scheuckler, owner of The TreeHouse toy store in Buffalo, New York. Using your merchandising skills, you can give your store a comfortable, cozy, feels-just-right personality that will keep customers buying, and coming back to buy more. As part of a presentation about displays at ASTRA’s Marketplace, Gaetana shared the low-cost ways she and her husband David give their store’s interior an everyone’sfavorite-friend feeling. Here are her tips, along with advice from the session’s other retailer presenters, Janet Pillsbury from My Toy Garden in Carmel, Indiana; and Elizabeth Royal from Wonder Works in Charleston, South Carolina. 24 edplay.com ••••• september/october 2013
Be unforgettable Customers remember the counter in the TreeHouse. More than 75 buckets are built into it, and they hold items that sell for $5 or less. It also features a fish tank placed very low – as low as the eyes of a child sitting in a stroller.
Don’t do what everyone else does Think outside the confines of a traditional fixture, and display books in a tiered cupcake holder; small dolls in a teacup. In the TreeHouse, Gaetana used copper wire to hang 33 farmers’-market bushel baskets from the ceiling. That’s where she displays Squishables. “I don’t know how other people do it; they don’t fit on a shelf. This works great, and if I return the baskets I get my $100 investment back.”
Make things less awkward “Framed slatwall near our counter is not big enough to hold a whole department, so we use it to showcase special events, products and programs,” said Gaetana. “Instead of limiting our thinking to products we could squeeze into that small space, we made the space itself unique and fresh. It’s so easy to change out that we do it often.”
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Make Your Outward Appearance Reflect What’s Inside Elizabeth Royal from Wonder Works shared the ways her four stores charm people into coming in their doors.
Send your message quickly, and create goodwill “Wrap your car or van in an ad,” she advised. “We transport products from one store to another so while we’re driving around – for at least a couple of hours every day – we are giving people our telephone number, address and Web address, and telling them we’re about toys and fun. “You drive more carefully when your message is plastered all over your car,” Janet Pillsbury added. “I also park strategically so the message is not blocked by others.” When Janet goes through the Starbucks drive-through, she pays for the order of the person behind her. That ensures that he or she not only saw Janet’s message, but remembers it.
26 edplay.com ••••• september/october 2013
Make people want to stay The hours posted on your door should be easy to read. When your store is dark, customers need to know if they need to get some breakfast and come back in an hour, or wait 5 minutes for you to open, noted Elizabeth. “If they can’t read your hours, they may not come back at all.”
Give everyone a friendly wave Movement attracts attention, so Elizabeth places spinners from Premier Kites in the islands of her shopping center’s parking lot. “When we started using spinners, our sales increased by 25 percent,” she told us. “They’re colorful and durable. We take them out at night and put them back in the morning. It takes us 10 minutes.”
Don’t Overlook Windows of Opportunity Janet Pillsbury showed us how low-cost window displays send a positive message. This mural at The TreeHouse was created by a local artist.
Let someone else have all the fun “A customer that stages properties for realtors does my store windows,” she said. “I trade her toys for it. If you’re going to trade and barter, ask, ‘What would you want to trade for it?’ and then shut up. Wait for their answer. They often want less than you thought they would.”
28 edplay.com ••••• september/october 2013
Recycle the castoffs of others
Make your greeting effusive
To create giant stalks of bamboo, Janet painted the large cardboard tubes discarded by a carpet store. “I also look for bizarre stuff at garage sales,” she noted. “That’s how I got my oversized ants.”
“Something big creates an impact,” Janet told us. “I saw giant wiggly eyes from Accoutrements at a gift fair and I knew they’d be just right for my Christmas display. We not only put them on the tree, we used them to create other characters – a princess, cowboy and construction worker – using boxes and our signature gift wrap.”
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The PlushCraft Owl Pal Pillow is created using a numbered legend and a stylus to punch pretty fabric pieces. No sewing required.
orbfactory.com
With Smart Car Robotics kids can construct a sleek, high-tech car, and use a tablet or smartphone to control its motorized wheels to steer it in any direction. The car appears onscreen as it drives through a virtual, augmented reality cityscape.
thamesandkosmos.com The Imaginista Cute Cord jewelry kit helps kids learn to tie beautiful knots using five different cords. They can make headbands, bracelets, rings, necklaces and more.
orbfactory.com
The Laser Pegs 9100 Power Block includes 83 clear construction parts to build eight light-up model vehicles including rally cars, roadsters or a rolling racer. The tire pegs attach to the power base so kids can build directly on its surface.
A kit created with input from special education teachers and occupational therapists, the Wikki Stix Multi Sensory Resource offers 144 Wikki Stix, plus specific components addressing multiple aspects of teaching children with special needs.
wikkistix.com
laserpegs.com
BERG Jeep Adventure is a light, compact pedal kart that has sturdy all-terrain tires, including a full-size spare. Both the seat and the steering column adjust for years of pedaling. Pedals move forward, reverse and have a coaster brake (back pedal) to stop.
berg-toysusa.com (add bow here)
EASY to GIFT-WRAP september/october 2013 ••••• edplay.com 31
1
retailers recommend
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Fabulous Products by Alyssa LaFaro
4 ilovetenzi.com
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Christine Osborne from Wonder Works in South Carolina “Like many other retailers, the Rainbow Loom rubber band bracelet kit (1) is our number-one seller right now in all four stores. We can’t keep them in stock. I have not seen a craze like this since Silly Bands. We have free classes every Friday to teach kids how to use it. It’s great open-ended play that tunes fine motor skills, concentration, imagination and creativity. 32 edplay.com ••••• september/october 2013
“We are doing great with Tiki Toss from Mellow Militia (2). It’s a hookand-ring game that features a board with a hook screwed into it, along with a ring attached to a string. Attach the board to a wall, and the string to the ceiling. Then kids toss the ring to try to catch it on the hook. “We just can’t keep Ty’s Beanie Boos (3) – large, medium and small sizes – in stock. They are awesome. “Tenzi is keeping things fresh with
a Party Pack (4). It includes six sets of dice instead of four, as well as new instructions for different ways to play. “Slackers Ziplines by Brand 44 Colorado (5) are high-ticket items for us, and they are very good quality. There is a variety of them – the Eagle Series, which comes with a seat; the Hawk Series; and the Classic Series, which includes a teaching line. The company also offers beautiful wooden displays for your store.
6
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leadingedgenovelty.com
kidgalaxy.com
mindscopeproducts.com
9
painlesslearning.com
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10 creative-edu.com
“Water Dancing Speakers from Leading Edge (6) are these incredible, multicolored speakers filled with water. Kids hook them up to their MP3 players, and when the music is turned on the water dances like the fountains at the Bellagio Hotel in Las Vegas. “Kids absolutely love the Hover Cycle by Mindscope Products (7). It’s a remote control motorcycle with bright LED lights that has a little rider on top. Kids can make it perform stunts.”
Jeff Dronzek from Learn All About It in Warwick, Rhode Island “The laminated Painless Learning Placements (8) are popular impulse items here. They come in a variety of themes, but Alphabet With Animals, Shapes & Colors, and the U.S. Map sell best. Kids can write on them. The back features learning exercises, so parents don’t feel they are wasting money when they buy them – they are teaching tools to use at the kitchen table. The price point is only $3.
“We also do well with the Snap ‘N’ Soar airplanes from Kid Galaxy (9). Kids load them onto a handheld charger, and simply snap their wrists to send them flying.” Jill Hunt from Kidoodles Toy Zone in Norman, Oklahoma “Dramatic play is a huge trend here now. We buy a lot of our dress-up clothes and accessories (10) from Creative Education Canada. The
september/october 2013 ••••• edplay.com 33
13
stylemeup.com
12 papo-france.com
11 douglascuddletoy.com
Dreamy Dress-Ups fairy wings from Douglas (11) are also a best seller in that category. “Hand-in-hand with the dress-up products are Papo figurines (12), specifically the dragons and knights. “We constantly sell arts and crafts kits.
Welcome to
I just brought in Style Me Up Fashion Sketchbooks from Wooky Entertainment (13). They have been selling really well as birthday presents for 10- to 12-year-old girls. They are not just for the girly girl; there are designs for everybody, like Hippy Chic, Rock Star,
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14
educationalinsights.com
15
Sporty Girl and Beach Party. “One item that is super hot is Educational Insights’ Dino Construction Company trucks (14). They are heavy duty plastic with scoops shaped like a dinosaur’s mouth, and tails
are part of the digger. There’s Boom the Brachiosaurus Backhoe, Spike the Ankylosaurus Steam Roller, Wrecker the T-Rex Skid Loader and T-Top the Triceratops Bulldozer. “A group of impulse items that does
well for us is Poppers from Hog Wild Toys (15), which come in a handful of different designs from a moose to an eyeball to a dinosaur. They have a really reasonable price point at $10, and never stop selling.”
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Best Business Insights from ASTRA by Tina Manzer
I
f you did not attend ASTRA’s annual trade event this summer in Nashville, plan now to go next year, June 8 through 11 in Phoenix. The insight provided by the experts there is so valuable and industry specific that you’d be hard pressed to find more helpful information anywhere else. Paraphrased from the post-show issue of the ASTRA Newsletter, here are a few samples of the valuable advice retailers took home.
Ready is a myth From board chair and retailer Linda Hays, Hopscotch Toys in McMinnville, Oregon “At ASTRA’s board meeting this fall, we will work toward getting a broader picture of the specialty toy industry and the environment affecting it. To this end, we have hired an expert to guide us through the process. He joined us in Nashville to get a better sense of ASTRA’s culture, and to get us thinking about issues facing our membership. “He said that we are all experiencing ‘Relentless Societal Transformation.’ If societal transformation is indeed relentless – which it certainly seems to be – how can I, with my two-person staff, hope to stay in front of it? How many hours will I spend chasing the Google Pluses to their dead end? Where should I put my valuable resources of time and dollars when my target seems to be constantly on the move? “I spoke with many people at Marketplace, and rarely did a conversation take place that did not include Amazon, showrooming, Facebook, Twitter or flash sites. The old adage of ‘adapt or perish’ is true here, but we must keep it in perspective. We are 36 edplay.com ••••• september/october 2013
not starting at ground zero. The ‘new consumer’ is still a person. He or she wants value, connection and a sense of identity through their relationships with us, just as they always have. “Don’t be overwhelmed. Find the things you don’t know and start mastering them. Remember what Jon Acuff, the keynote speaker said. ‘Ready is a myth. Start before you’re ready.’”
Get support from Working in Networks for Success (WINS) From ASTRA President Kathleen McHugh “ASTRA WINS, a customizable mentor program, was the brainchild of Katherine McHenry of Building Blocks Toys in Chicago. Her idea that retailers could work together in groups to support each other sparked a lot of enthusiasm. Our membership committee put together a framework that made it possible for the newly formed groups to meet at Marketplace. “ASTRA WINS groups are still forming. Each self-organizing group sets its own agenda, selects its own leader and creates its own schedule for meetings. Our goal is to provide basic support by distributing relevant business materials and discussion topics with periodic check-ins to make sure groups are connecting. If you are interested in joining a group, contact Caryn Giznik at cgiznik@astratoy.org.”
Marketplace’s growth strategy keeps the industry healthy From Kathleen McHugh “For this year’s Marketplace & Academy, retailer registration grew by a full 15 percent. It’s no surprise that the exhibit hall is attracting new vendors and selling out early every year. You may be surprised, however, to learn that although the number of booths increased this year (exhibitors are taking more space), the actual number of exhibitors grew by only 2 percent. “This long-term growth strategy is important to the health of the industry, and it is the appeal of ASTRA’s Marketplace. It keeps costs to connect with customers down for manufacturers. By attracting the right exhibitors, it gives retailers incentive to make Marketplace their go-to trade show each year.” [Attendance figures from the 2013 show indicate that there were 330 exhibitor companies, 218 reps and 829 retailers from 450 stores for a total of 1,987.]
Nov 9, 2013
ASTRA helps specialty toy stores kick off the holiday shopping season with Neighborhood Toy Store Day, Saturday, November 9. For more information, visit astratoy.org (continued on page 38)
Sensory play is “nutritious” From ASTRA Academy presenter Ellen Metrick, the National Lekotek Center “A category we felt was well represented at Marketplace was sensory play toys. Sensory play encourages children to explore new things and better understand the world around them. Some children with disabilities may have an aversion to sensory stimulation or overactive sensory preference. Other children may need more sensory input in order to register it. “Think of sensory input in the same way you think of providing nutrition to kids, and help parents find toys that enrich their child’s sensory diet. All children benefit from sensory play because it helps them interpret experiences, remember more, collect data, learn faster, find solace, and be excited and stimulated. “Here are a few of the sense-sational products we found at Marketplace. • Toys from Rubbabu feel like crushed velvet. rubbabu.com • Waba Fun Bubber is a silky ultra-light compound that’s fun to mold. The company’s Kinetic Sand feels like wet beach sand. wabafun.com • Dough Language Kits from Hygloss come with activity cards and dough. hyglossproducts.com • Glitter Toos tattoos tickle as they’re applied.” glittertoos.com
Cash Flow + Sales Increases = No Problems From ASTRA Academy presenter Paul Ericson, RMSA Retail Solutions “A client came to us for a strategy to deal with a bank request. The bank wanted the retailer to produce an additional $200,000 in cash, not profits. “Understand that to a banker, goods that are a year or two old have the same value as merchandise received yesterday. Given their reference point, it is understandable, though not always justifiable, why a lending institution might require more collateral when stock levels are reduced. For that reason, it is paramount that you keep the communication channels wide open with the bank if you depend on them for your line of credit. Demonstrate to them, using sales and inventory reports, that fresh ‘balanced’ inventory has a better chance of increasing sales than simply having more inventory. “Anyone working in the retail business longer than a week knows the positive effect new products can have on sales. Customers don’t visit your store to see what came in last year! It is the constant flow of fresh inventory that drives profitable sales. A strategic merchandise plan that blends inventory balance with properly scheduled deliveries and timely markdowns is the pathway to faster turnover, which drives sales volume.”
38 edplay.com ••••• september/october 2013
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Thanks to its 30 remarkable aromas, Follow Your Nose is a simple game that fascinates children and adults in the discovery of our least used, yet most acute sense – the sense of smell.
sentosphereusa.com
Ratuki is a fast flippin’, quick grabbin’ card game that everyone plays all the time, so no turn takin’ in this card-slammer. Players build piles of cards from one to five, and the first to slam a “5” on top of the pile shouts “Ratuki” and collects the cards. First to 100 wins the game.
usaopoly.com
GREAT GAMES for GIFTS
CRAZY LEGS is the kids’ action game that gets players up and moving. Each space on the game board represents a new physical challenge for children and families to jump, twist, shake and exercise their way to victory.
endlessgames.com
Spot It! Party features new ways to play, big twists and even bigger challenges. Game accessories like the Hand Mascot rev up player interaction and add a new factor of frenzied fun. It’s the perfect holiday gift for any game-loving family.
blueorangegames.com
One of six toys in Patch’s new Mirari line, Pop! Pop! Piano encourages children to play, and not only hear a sound, but see a star pop up. The Mirari brand of toys embraces the magic of play, bringing joy to children and families.
patchproducts.com
Designed by Frederic Moyersoen, White Water is the game where players ride rapids and navigate through treacherous waters that include rocks, driftwood and a deadly whirlpool. Earn points for getting rafts and passengers home safely.
mayfairgames.com september/october 2013 ••••• edplay.com 39
for your business information••••• Math & Language Manipulatives
1
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tres
Census Report Indicates Sales Increases for Independent Retailers, Including Toy Stores
add
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Standard & Polyhedral Dice 5
17
4 16
20
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8
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10 12 14
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Timers ~ Spinners ~ Pawns & Chips
Tel: 1-800-899-0711 Fax: 617-482-3423 www.KOPLOWGAMES.com
In August, just in time for the back-to-school and holiday shopping season, the U.S. Census Department reported a 3.8 percent increase in overall retail and food service sales in the year’s first five months over the same period last year. Even though retail sales in the automobile sector boosted the overall results, other retail sectors – including hobby, toy and game stores with an increase of 7.9 percent – posted exceptional results as well, pointed out Pamela N. Danziger from market research firm Unity Marketing Gift, novelty and souvenir stores yielded the biggest overall increase in sales – 15.2 percent – from January through May 2013, said Danziger, citing the Census report. Bricks-and-mortar gift stores outpaced online retailers, whose sales grew a more modest 12.9 percent. Other retail sectors that showed exceptional growth from January through May included jewelry stores (up 10.5 percent); home furnishings stores (up 9.6 percent); beer, wine and liquor stores (up 5.2 percent); and building materials/garden supplies dealers (up 5.1 percent). “All of these rapidly growing retail segments share one thing in common: they are disproportionately represented by small independent retailers, indicating just how essential independent local retailers are to the success of the U.S. consumer economy,” said Danziger. To underscore that fact, the Institute for Local-Self Reliance published a report indicating that for every $10 million in retail revenue, a super-sized retailer like Amazon.com employs only 14 people, as compared with 52 employed workers for independent retailers. Pam Danziger specializes in consumer insights for marketers targeting the affluent consumer segment. She is president of Unity Marketing, a boutique marketing consulting firm she founded in 1992. For more information, visit unitymarketingonline.com.
More Mobile Coming Up The number of sales transactions consummated from a mobile device is going to set a new record high this holiday season, according to an August 12 article in Mobile Commerce Daily (mobilecommercedaily.com). The newsletter quoted Dave Haucke, a strategist at IBM Enterprise Marketing, who said, “Right now, we are seeing 17.7 percent of transactions coming from the mobile device. We believe that not only are we going to break records again this holiday season, but we could crack 20 percent.” But because consumers are becoming more comfortable with their smartphones, they are less tolerant of bad experiences, which could account for an increase in bounce rates and a decrease in time on-site and page visits. It’s not enough anymore for retailers to have a mobile site and application, said Hauke. They 40 edplay.com ••••• september/october 2013
also need to make sure that the experience is truly optimized for mobile from start to finish. To do that, big retailers are making sure that their drop-down menus are big enough for fingers to use on a mobile device. They’re also streamlining the checkout process so that mobile users can easily complete a purchase without having to fill in multiple screens. A growing number of retailers are adding one-click checkout options. Retailers also need to deliver a better personalized experience, not only on mobile but across all devices, noted Mobile Commerce Daily. Since users often initiate research for a product on their smartphones when they have a few minutes to spare, but then complete the purchase later on their tablet or laptop, retailers need to be able to connect mobile activity with tablet or laptop activity. If users are searching for wooden unit blocks on mobile, for instance, the retailer can offer them relevant options when the shopping moves over to a tablet. Haucke thinks that this year, retailers will do a better job of tracking consumers when they go from device to device. The article noted that mobile is helping to drive the trend toward earlier promotions. An industry report revealed that 30 percent of retailers will begin promotions prior to October 1.
Know in September What to Avoid in December Take a look at this quick list prepared by retail consultant Cathy Wagner last year. Her company, Retail Mavens (retailmavens.com), provides stores with profit-building steps that help them “get better results, have more fun and get better sleep.” Here, she outlines some common pitfalls that occur in a
Tell our advertisers that you saw their products here
For People Who Sell Toys
september/october 2013 ••••• edplay.com 41
for your business information•••••
store during the holidays, and recommends taking care of them now. 1. Not knowing how much cash you will have at the end of the year. In December, it’s important to establish how much cash you’re on track to generate compared to how much you need to take care of bills. There is still time to take strategic action. 2. Allowing your employees to run all over you. I was at a client’s on Monday when she started to tell me how frustrated she was that her manager hadn’t followed through on a specific task. I asked her if she had any system for holding the manager accountable. The answer was no. If your employees don’t know precisely what they are supposed to do, you cannot be disappointed when whatever “it” is isn’t done. Write down a list of five to 10 things you want them to stay on top of. Post it, and have everyone sign off that they read it. 3. Rushing to finalize your marketing and advertising efforts. I have addressed this topic often because I know that many retailers do not complete their plans by December. So, make an appointment with yourself for 45 minutes tomorrow first thing and finish it. Write out the last few e-mail promotions and the Facebook posts that go along with them. Then, cross it off your list and celebrate. 4. Not having fun in your store. Get out on the floor to work with as many customers as you can. Help them pick out perfect gifts – the ones that make them look like Santa Superstars! You’ll enjoy it! Help your staff enjoy it, too. Bring in pizza for lunch one day. Play selling games (“The next person to sell this-uglything-that-I don’t-know-what-I-was-thinking-of-when-Iordered-it gets a $5 gift card”).
Small Business is a Big Deal in Retail While the retail industry is statistically America’s largest private sector employer, most of retail could actually fall under the “world’s smallest employer” category. According to the National Retail Federation, 77 percent of retailers operate with fewer than 10 employees. What’s more, among all companies with fewer than 10 employees, one out of every seven is a retailer. In June, an infographic posted on NRF’s BIG Blog (blog.nrf.com) pointed out that 3,082,287 Americans are employed by a small retail business, and that 95 percent of those retail companies operate just one location.
42 edplay.com ••••• september/october 2013
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Don’t Let the Pigeon Stay Up Late! readalong DVD features three animated adaptations from The New York Times best-selling author Mo Willems: Don’t Let the Pigeon Stay Up Late!; Knuffle Bunny Free: An Unexpected Diversion; and Edwina, the Dinosaur Who Didn’t Know She Was Extinct.
888-724-1872
In the CD/book combination Green Golly & her Golden Flute – a whimsical reworking of Rapunzel – Green Golly relies on her musical abilities to help unravel the mysteries of life in this tale of romance and rescue, interwoven with works of Mozart, Mendelssohn, Schubert and more.
elfrigpublishing.com
FLIGHTS of FANCY
Zeenie Dollz are made of recyclable materials. A percentage of every sale is donated to organizations working to preserve the environment and protect animals.
zeeniedollz.com
BathTime Babies are perfect dolls for the bath, pool or any water fun. Each comes with its own washcloth and animal-themed bathrobe. This Sock Monkey is the newest design. Their exclusive “QuikDri” body will dry in no time, ready to play again.
Carnivore, herbivore or omnivore, seven new Douglas Dinos range in size from 10 to 18 inches long and 10 to 14 inches tall. Each has its own distinct sound activated by squeezing the foot or belly.
douglastoys.com
charismabrands.com
september/october 2013 ••••• edplay.com 43
industry news•••••
By year-end 2015, biographies and etched photos of the members of the Toy Industry Hall of Fame will be displayed in a permanent public
exhibit alongside the National Toy Hall of Fame at The Strong Museum in Rochester, New York. Thanks to a new partnership between the museum and the Toy Industry Association, The Strong’s existing gallery will undergo a $4 million renovation to make it more hightech, and to recognize both the people and the toys that bring the joy of play to children of all ages.
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 44 edplay.com ••••• september/october 2013
Spin Master Ltd., Canada’s largest children’s toy and entertainment company, recently acquired 112year-old Meccano, known as Erector Set in the U.S. The purchase comes on the heels of successful acquisitions of companies Spy Gear and Perplexus. “The addition of Meccano offers exciting opportunities to expand the brand into new categories,” said the Spin Master announcement. “Growing nearly 20 percent YTD 2013, Spin Master is strategically focused on driving immersive extensions to many of its toy lines through the creation of entertainment properties, companion applications, games and digital experiences that are suited for changing consumer play patterns.” Meccano’s manufacturing base and industrial facilities will remain in Calais, France, to optimize serviceability to European markets. Last summer, Spin Master named Ben Gadbois global president and chief operating officer. This year, the organization added Krista
DiBerardino as chief marketing officer and Bill Hess as EVP operations and chief information officer.
LockerLookz, makers of creative student locker decorations, has been purchased by craft products manufacturer Darice Inc. for an undisclosed sum. LockerLookz was founded three years ago by JoAnn Brewer and Christi Sterling who were looking for exciting, easy-to-use options to decorate their daughters’ lockers. The mix-and-match options they came up with include chandeliers, bins, mirrors, shag rugs, message boards and wallpaper. As interest in locker decorations continued to grow, the company experienced challenges in satisfying the increased demand. Enter Darice, a well established craft wholesale distributor that will celebrate its 60th anniversary in 2014. “We’re taking the entrepreneurial and design success of LockerLookz, and backing it with the manufacturing, distribution and product development capabilities of Darice,” said Darice President Mike Birkholm. Brewer and Sterling will continue as designers of the fashionable locker decorating options.
BigToys, a producer of environmentally friendly commercial playground equipment for more than 40 years, was recently awarded the prestigious FAC 79 – Massachusetts State Contract for Playground Equipment. The company, founded in 1970, offers two sustainable materials choices for playground equipment: a recycled plastic/recycled steel/recycled aluminum option, or an FSC certified wood structure that is 100-percent free of any type of arsenic chemicals. BigToys is a division of PlayCore based in Chattanooga, Tennessee.
The Juvenile Products Manufacturers Association (JPMA) is pleased to launch its latest industry initiative, JP Women Offering Mentoring, Education and Networking (W.O.M.E.N.). The goal of the new special interest group is to “connect with and support leading females in the juvenile products industry so they can recognize the greatness in themselves and take on more leadership roles within their companies and as a volunteer leader.” “The female professionals in our industry aspire to come together to optimize the contribution of women in the baby gear industry,” remarked Lauren Pfeiffer, JPMA’s director of marketing and mom of one. “We are enthusiastic about what JP W.O.M.E.N. has to offer in terms of greater opportunities for professional and personal development specific to women in our industry.”
The group recently launched a Facebook page that features photos from its events and articles relevant to empowering women. The Juvenile Products Manufacturers Association (JPMA) is a national trade organization of more than 250 companies in the United States, Canada and Mexico. JPMA exists to advance the interests, growth and wellbeing of North American prenatal to preschool product manufacturers, importers and distributors marketing under their own brands to consumers. For more information, visit JPMA.org.
Five companies received Baby + Child Best New Product Awards at the summer 2013 edition of NY NOW, the Market for Home & Lifestyle (formerly NYIGF). The trade show was held August 17 through 21 at New York City’s Javits Convention Center. The winners, listed on the next page, were selected from more than 70 eligible products.
BERGToys-USA.com
Fun, Creative, Active Play!
877.499.6462 september/october 2013 ••••• edplay.com 45
industry news
ELENCO®
•••••
Dt8C'f1er tft,e W,rld ,f Edu,cfJItt'",fJll Ktt8, Sctence Ktt8, & /",""f1fJ1ttf1e 7,,8 Blogger's Best Mimish, based in Brooklyn, for its
Storage Beanbag,a patented sys tem with beans on top and storage on the bottom.
Englno'" Engineering Kits
Best Toy
.ock TUIllIa.er
Box Play for Kids, based in Phoenix, for its
Kids Ice Cream Truck set
of
recycled craft stickers that repurpose old milk cartons into new toys. Finalists included Tegu for its 42-piece Magnetic Wooden Blocks set, and PlanToys for Snap Rover
'"
�
.150 Carpenter Ave . • Wheeling, IL 60090 U.S.A. (800) 533·2441 • (847) 541-3800. Fax: (847) 520·0085. Web site: www.elenco.com.e·mail: toys@elenco.com Elenco'"
its Curvy Click Clack marble run.
Best Decor Tree by Kerri Lee for its
Letters to Santa Mailbox. Finalists included Manny & Simon's
"Empowering America's Retailers"
REAL-TIME RETAIL RELIABLE FLEXIBLE
INTUITIVE
Reindeer + Sleigh, and AREAWARE for its Infinite Tree.
Best Gear 3 SPROUTS for its Stroller
ZoLi Inc.'s Tween B nail buffer.
Best Apparel • • • • • •
POINT OF SALE PuRCHASING INVENTORY CONTROL E-COMMERCE ORDER ENTRY REpORTS
Electrik Kidz
Mermaid nightgown with mitts and bottom tie for easy changing. Finalists included JoJo Maman Bebe's Linen Mix Suiting for boys; and Two Mice, A Bear and A Bunny for My First Jammies by Helene Laure.
46 edplay.com
•••
•
september/october 2013
Organizer.
Finalists included Benbini Watches and
Tell our advertisers that you saw their products in edplay magazine Company
Page Web Site
Company
ABC Kids Expo
13
theabcshow.com
Mayfair Games Inc.
3,20
mayfairgames.com
amep.com
Merchant Technologies
46
mtpos.com
American Educational Products 26
Page Web Site
Automoblox Company
30
automoblox.com
Monkeez Makes a Difference
37
monkeezandfriends.com
Back Alley Traders
44
backalleytraders.com
Monkeying Around
12
monkeyingaround.com
Berg USA
45
bergtoys-usa.com
The Orb Factory
41
orbfactory.com
Blue Orange Games
15
blueorangegames.com
PATCH Products Inc.
2
patchproducts.com
DeLano/EPI Printing Inc.
48
delanoservice.com
Pechter Play LLC - Modular Toys
21
pechterplay.com
Duncan Toys
8
yo-yo.com
PlanToys
27
plantoysusa.com
Elenco Electronics
46
elenco.com
The Reading Game
12
thereadinggame.com
Endless Games
38
endlessgames.com
Rubens Barn
7
rubensbarndolls.com
Fat Brain Toy Co.
52
fatbraintoys.com
Safari Ltd
14
safariltd.com
FS-USA
15
fs-usa.com/toy/
Schoenhut Piano Company
49
toypiano.com
Galt Toys Inc.
19
galttoys.com
Sentosphere USA
42
sentosphereusa.com
Gameparts
44
gameparts.net
Smart Toys and Games, Inc.
25
smarttangoesdealer.com
Goofballz
37
thegoofballz.com
Specialty Toys Network
48
stoysnet.com
Guidecraft USA
17
guidecraft.com
Spielwarenmesse 2014
29
toyfair.de/
HABA / Habermaass Corp.
34
habausa.com
Spring Swings LLC
40
springswings.com
Hollow Woodworks
28
namestool.com
Thames & Kosmos
9
thamesandkosmos.com
Jax Ltd, Inc.
6
jaxgames.com
Thumlerâ&#x20AC;&#x2122;s Tumbler
11
thumlerstumbler.com
Jewish Educational Toys
28
jewisheducationaltoys.com
TIA - Toy Fair
47
toyfairny.com
Jungo Toys
11
jungotoys.com
Universal Specialties
38
universalspecialties.biz
Kapla / Tomâ&#x20AC;&#x2122;s Toys
42
kaplaus.com
USAopoly Inc.
5
usaopoly.com
Koplow Games
40
koplowgames.com
Wikki Stix
22
wikkistix.com
Laser Pegs Ventures LLC
51
LaserPegs.com
Zeenie Dollz LLC
49
zeeniedollz.com
Lunastix
35
lunastix.com
COMPLETE BOARD & CARD GAME PRODUCTION
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("$ "-+
48 edplay.com â&#x20AC;˘â&#x20AC;˘â&#x20AC;˘â&#x20AC;˘â&#x20AC;˘ september/october 2013
endcap••••• (continued from page 50)
Out of the Box Bits Location: Windsor, Wisconsin What other games do you offer? People enjoy 7 Ate 9. It’s a speed game that teaches math skills. Another game, Word on the Street, has been a solid seller for three years. It’s a MENSA-award winner. A lot of specialty toy stores whose target market is kids under 12 stock the junior version. We continue to rebuild our line with new products, and rebuild our brands with the specialty toy market, but it’s tricky to find games that are fun and educational, which is our mission. And we look at a lot of games each year, and only publish one or two. We like to launch at Toy Fair and begin planting the seeds as quickly as possible with specialty retailers. This year, I drove to Toy Fair from our home in Wisconsin. I visited as many accounts as I could on the way there and back to demo Snake Oil. Since then, we have made six additional trips across the country to visit toy, game, hobby and educational stores, and have distributed more than 600 Snake Oil samples. Do you exhibit at other trade shows? ASTRA Marketplace is our best connection to the specialty toy market. We also do the GenCon game convention. While the specialty toy market is 90 percent female and includes parents and educators, GenCon, traditionally, has been 90 percent male gamers
Staff Size: Six. “By most standards, we are not considered small, but micro,” says Al Waller. “We’re similar to specialty stores in terms of size, so we can relate to their business principles and the impact they felt from the recession.” Number of Countries Served: Thirty-five, including the five countries of Scandinavia, Russia, Germany, the Czech Republic and Poland. Biggest Challenge: “We don’t get a lot of press compared to electronic games,” says Waller. “The media wants bells and whistles, and board games are considered really old-fashioned.” Website: otb-games.com
who enjoy hardcore strategy and roleplaying games. But that demographic is changing. Today, the gaming market includes more females. And, as the hardcore gamers have gotten married and have had children, our family friendly, brightly colored educational products have developed a solid following.
“I’m an entrepreneur, not a comedian, but the products I create make people laugh,” says Out of the Box President Al Waller.
What’s your best advice for retailers for selling your games? Be proactive. I stopped in at CR Toys in Kearny, Nebraska, recently, and owner Connie Hoeft told me she takes games to teachers instead of waiting for teachers to come into her store. She sets up game nights in local schools and libraries, and takes all the games from her store that are effective from an educational standpoint. It works – a few retailers I do business with are so busy with game nights, they have to turn down invitations from schools.
september/october 2013 ••••• edplay.com 49
endcap•••••
Out of the Box Publishing
Take Two by Alyssa LaFaro
I
f you love Apples to Apples, you’ll love Snake Oil, the newest game from Out of the Box Publishing. You’ll also love the “new” 15-year-old Out of the Box Publishing company. “Except for one, all of the products in our current catalog were created after 2008,” said company President Al Waller in a recent interview. “In 2007, Mattel purchased our top four products, including our hit game Apples to Apples. Those products represented 96 percent of our sales, so we had to start over from scratch. We have been working diligently to rebuild our game line with the types of products we know will become long-term family favorites.” He founded the company with partners in 1998, but after the Mattel sale, he bought them out. Since then, he has kept the company on track with his original, very specific mission: to produce family friendly games that can be learned in under one minute, played in under 30 minutes, and that contain an educational element that’s invisible to children. Snake Oil is one of them. “We launched it at Toy Fair and, right now, I am sold out in our warehouse,” Waller reports. “We are well above projections for sales, and have increased ordering for the fourth quarter. “Specialty toy retailers may have been disappointed with Out of the Box when Apples to Apples appeared in the mass market,” he adds. “The ones who are embracing us today recognize that our current catalog has the potential to influence a whole new generation of not only game players, but also teachers and educators.” Here, he elaborates.
Is Snake Oil more educational than Apples to Apples? As a game, Snake Oil is better than Apples to Apples. It generates more laughter. And it’s getting a great response from educators. The National Association for Gifted Children gave it its “Parenting for High Potential” award. It’s an honor, but also a shock: I designed Snake Oil as a party game! But teachers are telling me things like, “You have the most creative product ever invented to develop listening and speaking skills.” 50 edplay.com ••••• september/october 2013
What do you do with that kind of feedback? We hired Dave Niecikowski – he’s working on his doctorate in games and education from the University of Arizona – who matched all of our games (not just Snake Oil) to the Common Core Standards. Strong speaking and listening skills weren’t specific standards to achieve when I was a kid, but they are now. And creativity – how do you teach kids creativity? Snake Oil does it because in the game play, kids take two elements, use them to “invent” a product or service, and then convince the other players it has value. That essence of creativity is built in. (continued on page 49)
With Snake Oil, “inventors” get to choose two cards from their hand and put them together to make a product (“humor elixir”), and then pitch it to a “customer.” The inventor of the product chosen by the customer gets the customer’s card, and, in the end, the most customer cards wins. The game is the brainchild of a teacher, Jeff Ochs, who first pitched it to Out of the Box in 2008. It was turned down. In 2011 it was presented again with changes, and was accepted.