®
TOTY 2017:
CAST YOUR VOTE FOR TOY OF THE YEAR!
INSIDE THE WORLD’S BIGGEST TOY SHOW: SPIELWARENMESSE 2017
GETTING CRAFTY: ACTIVITY TOYS DUE FOR A COMEBACK
december/january 2017 Volume 32, No. 6 — Published by Adventure Publishing Group
Jonathan Samet Publisher jsamet@adventurepub.com
DEPARTMENTS 7
Editor’s Viewpoint
11 Sweet Suite 2017
8
Stat Shot
12 Industry Update
9
Euromonitor
13 TIA Perspectives
10 Talking Social Media Facebook Ads: What you are not doing could result in lost opportunities.
The Toy Book chats with Ken Seiter about his new role as the vice president of marketing communications at the Toy Industry Association.
43 Talkin’ Toys: Make It Real 48 What’s New
A Guide to the Nominees for the Toy of the Year Awards
66 Flashback: December/January 1997
Stephanie Grassullo Assistant Editor sgrassullo@adventurepub.com Maddie Michalik Assistant Editor mmichalik@adventurepub.com Joe Ibraham Art Director jibraham@adventurepub.com
36 Gearing Up for a Rebound?
Are traditional arts & crafts toys on the rise again?
64 Rethink Your Playbook Wendy Smolen outlines three things to remember when developing toys and games.
32 Spielwarenmesse Stat Shot
A Statistical Look at the Show’s Attendees and Exhibitors
34 Spielwarenmesse 2017 The annual trade fair debuts 2017 toy trends, tech toys, and more.
40 Activities Showcase What’s New in the World of Activity Toys
Laurie Schacht President laurieschacht@aol.com Adventure Publishing Group, Inc.® 307 7th Avenue, #1601, New York, NY 10001 Phone: (212) 575-4510 • Fax: (212) 575-4521
61 Diversity in Collectibles
Morph Build, by The Orb Factory
RUBIE’S INSIDER: 49 52 Rubie’s Costume Co. Q&A
Howard Beige discusses last Halloween’s successes and his predictions for 2017.
54 Product Preview: Rubie’s Costume Co.
55 Product Preview: Rubie’s Pet Shop Boutique 56 Imagine By Rubie’s Q&A
Howard Beige discusses Rubie’s Costume Co.’s Imagine By Rubies dress-up line.
On the Cover: 3Doodler Start by WobbleWorks
Bill Reese Production Director breese@adventurepub.com
U.S. Corporate Headquarters
44 Specialty Toys & Gifts Activities Showcase
Sean McGowan discusses how to define collectible toys and the recipe for success.
Kristen Nelson Editorial Assistant knelson@adventurepub.com
Lori Rubin Controller/Office Manager lrubin@adventurepub.com
The Toy Book takes you inside Europe’s largest toy show.
Thoughts on the Industry from Spielwarenmesse CEO Ernst Kick
Marissa DiBartolo Senior Editor mdibartolo@adventurepub.com
65 Industry Marketplace
30 Spielwarenmesse 2017 31 The Fascination of Technology in Toys
Jackie Breyer Editor-in-Chief jbreyer@adventurepub.com
Ali Mierzejewski Senior Editor amierzejewski@adventurepub.com
FEATURES 14 2017 TOTY Awards
®
58 Product Preview: Imagine By Rubie’s
The Toy Book Volume 32, No. 6 THE TOY BOOK (ISSN-0885-3991) is published bimonthly by Adventure Publishing Group, Inc.® Editorial and advertising offices are located at 307 Seventh Ave., Room 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2017 Adventure Publishing Group, Inc.® All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in U.S.A. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Publishing Group, Inc.® Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: The Toy Book, c/o Adventure Publishing Group, 307 Seventh Ave., Room 1601, New York, NY 10001. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.
Member, International Toy Magazine Association
EDITOR’S VIEWPOINT
CELEBRATING THE BEST OF 2016 and Launching into a New Year by JACKIE BREYER, Editor-in-Chief THE TOY INDUSTRY IS HAVING A GOOD run. The past couple of years have shown us higher sales, more innovation, and—as of this writing—increased consumer spending on higher price point items for the 2016 holiday season. In this issue, we take a closer look at the arts and crafts category, for which The NPD Group reported a 1.6 percent decline for January through September 2016. It is an improvement over the same year period in 2015, when the category was down 10 percent. This might send a message to some that DIY is down and out, but that’s really not the case. Thanks to the Rainbow Loom in particular, sales were up 27 percent during that same period in 2014, and keeping up those levels of sales would have been quite the feat. Also to note, those numbers don’t include the all-important fourth quarter, which is really a big game changer when you look at overall sales for the year. Even while the category is down 1.6 percent through September of this year, it could still be in the black once we add in holiday sales. Much like the rest of the toy industry, the arts and crafts category is seeing its share of innovation. As you’ll read in our arts and crafts coverage, beginning on page 36, 2017 will see even more innovation and newness for retail shelves. Also in this issue, Sean McGowan takes a look at the collectibles category. Collectible toys have really come into their own, with the Toy Industry Association granting these products their own Toy of the Year (TOTY) awards category. What has not been completely defined is what type of products belong in this category. Adult collector items, such as Hasbro’s Star Wars The Black Series, tend to be more expensive, and the consumer is likely an adult who plans to keep the products on a shelf, or even in its original packaging. When we think of collectible toys,
“I’m not sure about this Hatchimals knockoff!” we think almost immediately of Shopkins, which has been a leader in the category for more than a couple of years now. Check out Sean’s take on page 61. Speaking of the TOTYs, we’ve dedicated 16 pages to coverage of the toys that are nominated for this year’s awards. Voting is open through January 15. If you haven’t voted yet, be sure to check out the ballot (coverage begins on page 14) and place your votes! The industry is counting on all of us to make sure the best toys win. Winners will be unveiled at the TOTY Awards Ceremony, taking place on February 17 at the Intrepid Sea, Air and Space Museum. What better way to kick off North American International Toy
Fair than with a celebration of the best, most innovative toys of the year. There’s a lot more inside! Enjoy this issue of The Toy Book, and let us know what you think. Tweet @toybook and @jackiebreyer, or email me at jbreyer@adventurepub.com. We’d love to hear from you! »
Jackie Breyer is editor-in-chief of The Toy Book and the Toy Insider, and editorial director at Adventure Publishing. She has been reporting on new products and toy industry trends for 14 years. Contact her at jbreyer@adventurepub.com.
toybook.com | DECEMBER/JANUARY 2017 | THE TOY BOOK 7
TIA PERSPECTIVES STAT SHOT
2 THE TOY BOOK | DECEMBER/JANUARY 2017 | toybook.com 8
EUROMONITOR
DRIVING EDUCATION Globalization Is the Commanding Force Behind Educational Toy Growth by MATTHEW HUDAK, toys and games analyst, Euromonitor International CHILDREN AROUND THE WORLD ARE SET to face a radically altered and more competitive labor market in adulthood, and parents have started to turn to toys as tools to give their children a head start on their peers. From 2010 to 2015, the global number of kids over 15 years old who attained a degree in some sort of higher education grew 15 percent. At the same time, numerous developed countries around the world have seen their percentage of foreign-born workers increase, while developing countries have seen declines in manufacturing employment. As such, science, engineering, technology, arts, and mathematics (STEAM) toys saw global value sales rise by 7 percent in 2015 to reach $28.6 billion, and have become critical to many parents as a way to give their children an edge in a market that increasingly places a premium on education. DEVELOPED MARKETS LOOK TOWARD HIGHER EDUCATION The average number of children per household within developed markets has declined for decades as couples increasingly wait to start a family. As many families now have fewer children to take care of, those parents have started to increase the amount
DEVELOPING COUNTRIES FOCUSED ON FUNDAMENTALS With the exception of China, the vast majority of developing countries lag behind
Global STEAM Retail Value Sales (2010-2015)
8 7
30
6
25
5
20
4
15
developed countries in basic math, science, and reading comprehension, according to average PISA test scores of 15 year olds collected by the Organisation for Economic Co-operation and Development (OECD). At the same time, many developing countries have seen a reduction of employment in manufacturing, while service sector employment has grown. This has caused many parents in developing regions to focus more on immediate educational fundamentals in the form of STEM toys as opposed to broader efforts to gear their children for college in the form of STEAM toys. In 2015, the top 16 developing markets for toys focused largely on toys that build fundamental learning, with these markets collectively seeing nearly 70 percent of all STEAM sales going toward construction, games, and puzzle toys. STEAM TOYS SET TO GROW STEAM toys are set to grow globally by 19 percent in constant retail value sales between 2015 and 2020. Developed markets are expected to continue to focus on broad skill sets for their children, with particular emphasis on robotics and coding-based toys, which many parents consider to be vital skill sets for their children’s future. Developing markets are also expected to focus on fundamentals, although markets with higher relative incomes per household such as China and Poland are expected to see more robust arts and crafts toy growth. Much like developed markets, parents in these higher-income developing markets are preparing their children for application into higher education institutions. »
3
10
2
5 0
%
US$ billion, fixed exchanged rates
35
of time they spend in the educational development of their children, creating a class of closely involved parents who are widely referred to as “helicopter parents.” These helicopter parents are very focused on beginning their children’s education at an early age, which has led educational preschool toys in the top 16 developed toy markets to grow by 45 percent in terms of retail value between 2010 and 2015. These parents are not only more active in their children’s education, but are also more focused on preparing their children for eventually attaining some form of higher education, as many parents realize that a college degree is a necessity for many careers. As of 2015, nearly 25 percent of the population within developed markets had attained some form of higher education. As such, many developed markets have embraced the arts and crafts toy aspect of STEAM more heavily as parents believe arts development helps build a broader skill set that many universities look for in the application process.
1 2010
2011
2012
Retail value sales
2013
2014
Year-on-Year growth
2015
0
Matthew Hudak is a toys and games analyst for Euromonitor International. In his role, he researches and writes on the global market for toys and video games, and drives analysis on the ever-evolving ways children and adults play.
Source: Euromonitor International
toybook.com | DECEMBER/JANUARY 2017 | THE TOY BOOK 9
TALKING SOCIAL MEDIA
FACEBOOK ADS:
What you are not doing could result in lost opportunities. by LYNDSI STAFFORD, founder, eLuminate Marketing WHEN I SHOW BUSINESS OWNERS THE back end of Facebook advertising, I feel as if I am a magician revealing the secrets behind my marketing tricks. The truth is anybody can participate in Facebook advertising and get business from it—it’s simply learning how to do it and taking the time to master the craft. Facebook advertising has come a long way since the social media platform first launched. There are so many different ways for businesses to get in front of their ideal clientele. You can target audiences based on a variety of categories, including: • Location • Demographics • Interests • Behavior • Financial resources • Industry or occupation • Homeownership or living status • Education and academic degree • Ethnic affinities • Generation (e.g. baby boomers, Generation X, or millennials) • Political beliefs • Celebrating a milestone (e.g. birthday, anniversary, or moving) • Relationship status Facebook has partnered with data companies to learn more about you. As a result, advertisers are able to place products or services on users’ newsfeeds that truly interest them. In addition to marketing based on the aforementioned categories, business owners can utilize other methods, such as Lookalike Audiences and Custom Audiences. The Lookalike Audiences option provides a way to reach new people that are chosen based on current or existing markets. For example, you can create an audience that mirrors the same demographics, interests, and behaviors of people who currently like your Facebook business page. You can even create a Lookalike Audience to mirror people who have visited your website. You can set up your Lookalike Audience in
Ads Manager or Power Editor. In Ads Manager, click on Audiences. Where it says “Create Audience,” go to “Lookalike Audience” in the dropdown options. Then, choose the source. This can be people who visited your website, liked your business page, or even downloaded your app. After that, choose a country where you would like to find a similar set of people. Once that is set, decide how big you wish your audience to be. The smaller the audience, the more similar they are to your
Custom Audience > Customer File. From here, you can upload a document such as a .csv or .txt file that contains up to 14 identifiers. This can include information such as an email, a phone number, a first and last name, a zip code, and more. The more identifiers you have on your .csv or .txt file, the more likely Facebook can find that particular consumer. Simply click “next” and follow the steps to upload the document. It could take up to 30 minutes for your Custom Audience to upload to Facebook,
The truth is anybody can participate in Facebook advertising and get business from it—it’s simply learning how to do it and taking the time to master the craft.” existing audiences. It can take up to 24 hours for Facebook to develop this audience. Once it is set up, you can use this audience as another means of acquiring new business. The Custom Audiences method allows you to upload a document of emails or phones numbers into Facebook, which then matches that information to the person’s Facebook account. Now, your business is able to show up on their newsfeed. For example, if you have a list of prospects, you can upload those emails into Facebook. Then, generate helpful and educational content surrounding your industry. You can now take that content and place it right in front of your prospects. It’s a subliminal, easy way to stay in front of potential business. To set up a custom audience, go to Audiences once again. Click Create Audience >
10 THE TOY BOOK | DECEMBER/JANUARY 2017 | toybook.com
and you will be notified as soon as the upload is complete. As you create these new Lookalike and Custom Audiences, you may have noticed myriad other ways to develop new audiences. My biggest advice is to take baby steps. Learn how to optimize your current lists and continue to add as you move forward. » Lyndsi Stafford is the founder and president of eLuminate Marketing, which helps businesses grow through creative and innovative online strategies. In two years, she has grown her business to more than 25 clients, leading a team of six. Prior to eLuminate Marketing, she worked in sales and marketing at Carnival Cruise Lines, OfficeMax, and On the Ball Marketing.
TIA PERSPECTIVES SWEET SUITE
SWEET SUITE 17 RETURNS TO NYC THE TOY INSIDER’S EIGHTH ANNUAL SWEET SUITE EVENT WILL take place on July 12 in New York City. Known as The Biggest Night of Play, the premiere toy party of the year will welcome more than 300 influential bloggers and vloggers and more than 100 members of traditional media to connect with toy companies in advance of the holiday shopping season. Sweet Suite will be the feature event at the fourth annual Blogger Bash, a two-day conference for experienced digital influencers featuring multiple parties, exhibitions, and learning sessions. Blogger Bash attendees will be welcomed into high-energy party atmospheres, giving them a chance to have fun while mingling with brands in a professional yet inviting setting. Last year at Sweet Suite, bloggers enjoyed one-on-one time with representatives from more than 75 of the hottest kids’ brands and properties on the market, including VTech, Activision, LeapFrog, Jakks
Pacific, Hasbro, Spin Master, Lego, TOMY, Warner Bros., and more. #SweetSuite16 generated more than 185 million Twitter impressions, more than 2.6 million Instagram impressions, and dozens of YouTube videos and blog posts. This year, Sweet Suite will give digital influencers and members of the press a chance to meet old and new friends while sipping on cocktails, feasting on sweet treats, and—best of all—playing with the hottest toys before they even hit the market. Enormous swag boxes will once again be shipped directly to attendees’ homes after the event, sparking a resurgance in social media impressions, and ensuring bloggers and journalists have products readily on-hand to review and share with their followers. » If you’re interested in learning more about these events, contact Laurie Schacht at thetoyinsidermom@gmail.com.
toybook.com | DECEMBER/JANUARY 2017 | THE TOY BOOK 11
INDUSTRY UPDATE
CONSUMERS PAID THE PRICE FOR TOYS THIS HOLIDAY SEASON Eighty-five percent of the toy industry’s growth during Thanksgiving week came from price points over $20, according to Juli Lennett, senior vice president, industry analyst; Toys of The NPD Group. The strongest dollar growth came from toys priced more than $70. Outdoor and Sports Toys were the top two supercategories driving growth. The higher priced toys trend is due to the toy industry experiencing growth over the past couple of years and manufacturers and retailers being more open to investing in new ideas and taking risks, says Lennett. In addition, retailers have become more bullish to higher price points and parents are willing to pay for the more climactic moment on Christmas morning. »
SPIFFY PICTURES NAMES TOMY INTERNATIONAL AS MASTER TOY LICENSEE FOR NATURE CAT Spiffy Pictures signed a licensing agreement with TOMY International for the PBS Kids series Nature Cat on the heels of a multi-season greenlight. TOMY is now the master toy licensee for categories including plush, figures, play sets, and role-play for mass and specialty retail channels. The TOMY line will debut with plush at the end of next year, and will join soft goods licensee Komar to bring Nature Cat products to the U.S. The agreements follow the announcement of the second and third seasons
U.S. byPrice-Point Price-Point U.S.Toys ToysDollar Dollar Sales by Thanksgiving Week Thanksgiving Week $ %$Change % Change $0- -$4.99 $4.99 $0
+3% +3%
$5.00 - $9.99
-9%
$10.00 - $14.99
+4%
$15.00 - $19.99
-1%
$20.00 - $29.99
+6%
$30.00 - $39.99
+10%
$40.00 - $69.99
+7%
$5.00 - $9.99
-9%
$10.00 - $14.99
+4%
$15.00 - $19.99
-1%
$20.00 - $29.99
+6%
$30.00 - $39.99
+10%
$40.00 - $69.99
+7%
>$70
$200
$200
$100
$100($MM) Sales
>$70
$0
$0
+8% $(20)
$(20)
($10)
$0
$10
($10) $ Change$0 ($MM) $10
+8%
$20
$20
Sales ($MM)The NPD Group, Inc. / Retail Tracking Service, November $ Change Week 4($MM) 2016 The NPD Group, Inc. / Retail Tracking Service, November Week 4 2016
Toys35Dollar helmby of aPrice-Point Fortune 500 company and helped of the series, which U.S. will include half-hour Sales build Barbie from a $320 million business into episodes and two hour-long specials. New Thanksgiving Week a $2 billion global brand. episodes will premiere next fall. » Both women will be honored$ % atChange the 13th WIT ANNOUNCES HONOREES Annual Wonder Women Awards Gala on Feb. $0 - $4.99 +3% FOR 13TH ANNUAL WONDER 19 at Pier 60 during the North American In$5.00 - $9.99 -9% ternational Toy Fair. » WOMEN AWARDS $10.00 - $14.99
+4%
Women in Toys, Licensing & EntertainTIA TO INDUCT THREE $15.00 - $19.99 -1% ment (WIT) will honor Academy Award-winINDUSTRY LEADERS TO HALL $20.00with - $29.99 +6% ning actor and advocate Geena Davis OF FAME the Changemaker Award and Jill Barad with $30.00 - $39.99 +10% the Lifetime Achievement Award at the -2017 The Toy Industry Association (TIA) $40.00 $69.99 +7%will inWIT Wonder Women Awards Gala. duct Peter Eio, former president of Lego Sys>$70 +8% The gala’s theme is WIT Changemakers: tems Inc.; the late Ray Larsen, founder of RLA $0 $(20) ($10)and $0 $20Rosen, former $200 Playing it Forward,$100 and will recognize female Marketing; the late$10 Sydney executives whoSales are ($MM) creating positive changes owner of Rose-Art and Cra-Z-Art, into the Toy $ Change ($MM) by giving back, passing on lessons they’ve Industry Hall of Fame. These individuals were The NPD Group, Inc. / Retail Tracking Service, November Week 4 2016 learned, and paving the way selected for induction by members of TIA in for future leaders. Davis is recognition of their significant contributions co-founder and chair of the to the industry and the impact they have had Bentonville Film Festival and on the lives of children through a lifelong founder of the Geena Davis commitment to toys and play. They will join a Institute on Gender in Media roster of 71 toy industry luminaries, including and has been an advocate Jim Henson and George Lucas, who have to the toy industry on the been inducted into the Hall since it was esimportance of improving tablished in 1984. Their induction ceremony gender balance, reducing will be held on Feb. 17 in conjunction with stereotyping, and creating the annual Toy of the Year (TOTY) Awards diverse female characters in gala in New York City. » kids’ entertainment. Barad is STAY CONNECTED! a former chairman and CEO of Mattel, where she was @ToyBook Nature Cat one of few women at the
12 THE TOY BOOK | DECEMBER/JANUARY 2017 | toybook.com
TIA PERSPECTIVES
Q&A WITH KEN SEITER
The Toy Book chats with Ken Seiter about his new role as the vice president of marketing communications at the Toy Industry Association (TIA), and connecting with consumers and evolving trends in the toy aisle. HAVING PREVIOUSLY WORKED IN THE food industry, Ken Seiter brings a dynamic perspective to his role as vice president of marketing communications at the Toy Industry Association (TIA). In this Q&A, Seiter reflects on the key differences and similarities between the toy and food industries, and talks about connecting with the consumer, innovation, and evolving trends in specialty food that could impact the toy aisle. Tell us a little bit about the specialty food industry and your background at the Specialty Food Association. How has that experience translated into your role as vice president of marketing communications at the TIA? By definition, specialty foods are considered “unique and high-value food items made in small quantities from high-quality ingredients.” Consumers typically pay higher prices for specialty foods, and may perceive them as having various benefits compared to non-specialty foods. U.S. sales for specialty foods are approximately $120.5 billion and have been experiencing double-digit growth for several years. The industry has led many trends, including the slow food movement (which is committed to protecting the community, culture, and environment), organic, gluten-free, non-GMO, farm-to-table, and local/preservative-free foods, and is really at the top tier of food production, distribution, and consumption. There are many entrepreneurial startups within the industry, as well as larger mainstream food suppliers. These foods are sold in specialty food and health food stores, as well as in select supermarkets. Items in specialty food eventually make their way into mainstream consumption. As chief marketing officer for the Specialty Food Association, I handled all of the organization’s key marketing and communications initiatives, including the development of a new brand, plus trade show marketing. This experience was a good foundation for
my current role at TIA, where I lead strategic communications and marketing initiatives. My role encompasses all media relations and external communications, support for our Washington, D.C. external affairs team (which handles governmental regulations, advocacy, etc.), and the implementation of The Genius of Play, our research-backed initiative supporting the developmental benefits of play for all children. Perhaps the biggest similarity between the two organizations and my role in them is that they are both focused on serving their members. Throughout my whole career, I have been grounded in the idea that you have to “love to serve.” Both industries also share a similar culture. The specialty food industry is about hospitality—making people feel good and consumer well-being through eating well—and the toy industry is about bringing joy to families and supporting child development and well-being through the benefits of play. The industries are different in that the specialty food industry has enjoyed double-digit growth for many years, while the toy industry was flat for many years, with the exception of the past couple of years. This shows the need for greater creativity and innovation, speed of go-to-market, and the pressure for every product to succeed, whereas in food, there is a bit more time to experience sales success and more room for experimentation. I believe the cost of entry in the food industry is much less than that of the toy industry. There are many small startups in food that get their entry through
business incubators and test kitchens around the country, where someone with a food idea can develop a prototype, test it, and try it out—first maybe at a farmer’s market or at a fair, and then go on from there. You are very passionate about TIA’s The Genius of Play movement and its goal of spreading awareness about the joy and benefits of play for children. Where does that passion stem from? Prior to working in the food industry, I taught emotionally handicapped and learning disabled kids, which was a very rewarding experience. I used play and toys—the “tools” of play—to teach children to read and write. Probably a highlight of this experience was when I worked with a 13-year-old boy who couldn’t even recognize the letters of the alphabet, much less sound them out and read. I taught him to read by using toys and playing various games, and saw firsthand the power of toys and play. It was amazing to see his confidence grow while he was having fun and learning a critical life skill. continued on page 62
toybook.com | DECEMBER/JANUARY 2017 | THE TOY BOOK 13
FROM INNOVATIVE TECH TOYS and licensed characters to enriching playthings that teach and inspire, 100 finalists for the 2017 Toy of the Year (TOTY) Awards were unveiled by the Toy Industry Association (TIA). Between now and January 15, consumers and members of the toy industry can visit www.ToyAwards. org to vote for their favorite toy picks in each of the 14 categories, including new categories for 2017: Action Figure of the Year, Doll of the Year, Rookie of the Year, and Vehicle of the Year. The TOTY winners will be announced in February. “This year’s TOTY finalists represent the finest examples of play value, originality, and innovation across the hundreds of companies that make the U.S. toy industry the strongest in the world,” says Steve Pasierb, president and CEO of the Toy Industry Association. “Perhaps most importantly, these outstanding nominees have brought joy, laughter, and learning to millions of children and families around the globe.” This year’s finalists were selected from 700 nominees submitted by more than 250 companies of all sizes. A more rigorous and transparent judging method was introduced this year,
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with 25 judges, including toy and play experts, retailers, academics, and journalists, reviewing and ranking products in specific categories relevant to their areas of expertise. The judges then participated in a live discussion to debate any categories that did not draw an undisputed roster of finalists during the judging period. They considered each product’s creativity, originality, and innovation; design and promotion; excellence; and marketplace acceptance before narrowing the field to the slate of finalists. The winners in each of the 14 categories and the coveted Toy of the Year will be selected based on votes from mass and specialty toy retailers, media, TIA members, and consumers. The People’s Choice award winner will be selected solely by consumer votes cast at www.ToyAwards.org. The honorees will be announced at a TOTY Awards ceremony held on Friday, February 17 at the Intrepid Air and Space Museum as the kick-off to the 114th North American International Toy Fair. The celebration will include the induction of toy industry trailblazers into the Toy Industry Hall of Fame. »
tech toy OF THE YEAR NOMINEES INCLUDE: ««AIR HOGS CONNECT: MISSION DRONE, Spin Master
««CODEGAMER, Thames & Kosmos ««DASH & DOT, Wonder Workshop ««LUMI, WowWee USA ««JETJAT ULTRA STREAMING NANO DRONE, MOTA
Sky Viper Hover Racer
««SKY VIPER HOVER RACER, Skyrocket Toys
««ZOOMER CHIMP, Spin Master
INNOVATIVE TOY OF THE YEAR NOMINEES INCLUDE: ««CHIP, WowWee USA ««COZMO, Anki ««FISHER-PRICE THINK & LEARN CODE-A-PILLAR, Mattel
««HATCHIMALS, Spin Master ««MEBO, Skyrocket Toys ««PROJECT MC2 H20 R/C CAR, MGA Entertainment
««SPECIAL EDITION BATTLE-WORN BB-8 WITH FORCE BAND, Sphero
16 THE TOY BOOK | DECEMBER/JANUARY 2017 | toybook.com
Hatchimals
CHiP
infant/preschool toy OF THE YEAR NOMINEES INCLUDE:
Doc McStuffins Toy Hospital Care Cart
««DOC MCSTUFFINS TOY HOSPITAL CARE CART, Just Play
««GO! GO! SMART FRIENDS ENCHANTED PRINCESS PALACE, VTech
««IO BLOCKS VEHICLES, Guidecraft USA
Go! Go! Smart Friends Enchanted Princess Palace
««RAZOR JR. T3 SCOOTER, Razor USA ««ROBOT ENGINEER, Thames & Kosmos ««WASH 'N GO WOODEN CAR GARAGE, KidKraft
««ZOOMER MARSHALL, Spin Master
DOLL OF THE YEAR NOMINEES INCLUDE:
Elena of Avalor Adventure Dress Doll
««BARBIE FASHIONISTA DOLL, Mattel ««DISNEY FROZEN NORTHERN LIGHTS ELSA, Jakks Pacific
««ELENA OF AVALOR ADVENTURE DRESS DOLL, Disney Consumer Products
««PROJECT MC2 EXPERIMENTS WITH DOLL SETS, MGA Entertainment
««SHOPKINS CORE SHOPPIES, Moose Toys ««STARGAZER LOTTIE DOLL, Arklu ««WELLIEWISHERS, Mattel Disney Frozen Northern Lights Elsa
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specialty toy OF THE YEAR NOMINEES INCLUDE: ««AUTOMOBLOX C9 SPORTSCAR,
nano Nitro Slingshot
PlayMonster
««DESIGN & DRILL BRIGHTWORKS, Educational Insights
««FLAPPY ANIMATED ELEPHANT, Gund
««LEGO DISNEY CASTLE, Lego Systems ««MELODY DOLL AND BOOK, Mattel ««NANO NITRO SLINGSHOT, HEXBUG ««PERPLEXUS Q-BOT, PlayMonster
game OF THE YEAR NOMINEES INCLUDE: ««BLOXELS, Mattel ««CIRCUIT MAZE, ThinkFun ««ESCAPE THE ROOM GAME, Spin Master ««IMHOTEP, Thames & Kosmos ««MAZE RACERS, FoxMind Games ««SIMON AIR GAME, Hasbro ««SPEAK OUT, Hasbro ««YETI IN MY SPAGHETTI, PlayMonster
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Design & Drill Brightworks
ACTIVE/OUTDOOR TOY OF THE YEAR NOMINEES INCLUDE: ««3-IN-1 EZ FOLD WAGON, Radio Flyer ««AIR HOGS HELIX SENTINEL DRONE, Spin Master
««BUNCH O BALLOONS, Zuru ««HOT WHEELS SKY SHOCK R/C VEHICLE, Mattel ««NERF N-STRIKE MODULUS TRI-STRIKE BLASTER, Hasbro ««SKY VIPER V2400FPV HD STREAMING VIDEO DRONE WITH FPV HEADSET, Skyrocket Toys
««VEX ROBOTICS ZIP FLYER, HEXBUG ««XTREME CYCLE MOTO-CAM, Wicked Cool Toys
VEHICLE OF THE YEAR
Disney Princess Carriage
NOMINEES INCLUDE: ««AIR HOGS - STAR WARS X-WING VS. DEATH STAR, REBEL ASSAULT - R/C DRONES, Disney Consumer Products
««DISNEY PRINCESS CARRIAGE, Dynacraft ««GO! GO! SMART WHEELS TREASURE MOUNTAIN TRAIN ADVENTURE, VTech
««HOT WHEELS A.I. INTELLIGENT RACE SYSTEM, Mattel
««LEGO TECHNIC PORSCHE 911 GT3 RS, Lego Systems
««TESLA MODEL S FOR KIDS, Radio Flyer ««XPV R/C SKATEBOARDING MIKEY, Jakks Pacific 22 THE TOY BOOK | DECEMBER/JANUARY 2017 | toybook.com
Hot Wheels A.I. Intelligent Race System
rookie OF THE YEAR NOMINEES INCLUDE: ««BUILD & IMAGINE (Malia's House) ««COGNITOYS (CogniToys Dino) ««GAMES BY BRIGHT OF SWEDEN (Geometry Strategy)
««IAMELEMENTAL (Series 1/Courage) ««WOBBLEWORKS (3Doodler Start Essentials Pen Set)
««WONDERCREW (Superhero Will) ««YELLOWSCOPE (Acids, Bases, and pH Chemistry Kit)
Series 1/Courage
construction toy OF THE YEAR
Lego Friends Amusement Park Roller Coaster
NOMINEES INCLUDE: ««ARCKIT GO COLOURS, ARCKIT ««GRIPPIES BUILDERS, Guidecraft USA ««LEGO FRIENDS AMUSEMENT PARK ROLLER COASTER, Lego Systems
««MARINE RESCUE CENTER, Build & Imagine ««MECCANO MICRONOID, Spin Master ««TINKERBOTS, Tinkerbots ««WALKING ROBOT 45PC SET, Magformers
24 THE TOY BOOK | DECEMBER/JANUARY 2017 | toybook.com
Meccano Micronoid
ACTION FIGURE OF THE YEAR NOMINEES INCLUDE: ««DC SUPER HERO GIRLS ACTION FIGURE, Mattel
««FOSSIL HUNTER LOTTIE, Arklu
PJ Masks Headquarters Playset
««IAMELEMENTAL SERIES 1/COURAGE, IAmElemental
««PJ MASKS HEADQUARTERS PLAYSET, Just Play
««POKÉMON THROW 'N POP POKÉ BALL DUEL SET, TOMY
DC Super Hero Girls Action Figures
««STIKBOT, Zing ««TRANSFORMERS GENERATIONS TITANS RETURN FORTRESS MAXIMUS ACTION FIGURE, Hasbro
COLLECTIBLE OF THE YEAR NOMINEES INCLUDE: ««DORBZ, Funko ««GIFT 'EMS, Jakks Pacific ««LEGO MINIFIGURES - THE DISNEY EDITION, Lego Systems
««NUM NOMS, MGA Entertainment ««POP!, Funko ««SHOPKINS SEASON 6: CHEF CLUB, Moose Toys
««TONKA TINYS, Funrise
26 THE TOY BOOK | DECEMBER/JANUARY 2017 | toybook.com
Gift 'Ems
ACTIVITY TOY OF THE YEAR NOMINEES INCLUDE: ««CIRCUIT SCRIBE MAKER KIT, Circuit Scribe
««CRAYOLA AIR MARKER SPRAYER, Crayola
««K'NEX 3-IN-1 CLASSIC AMUSEMENT PARK BUILDING SET, K'NEX Brands
««MEGA TRACKS CORKSCREW CHAOS MASTER SET, Lionel
««MIGHTY MAKERS DIRECTORS CUT BUILDING SET, K'NEX Brands
««MOVER KIT, Tech Will Save Us ««MY FAIRY GARDEN MAGICAL COTTAGE, PlayMonster
license OF THE YEAR NOMINEES INCLUDE: ««DC SUPER HERO GIRLS ««DISNEY'S ELENA OF AVALOR
««PAW PATROL ««POKÉMON ««SHOPKINS ««STAR WARS ««TROLLS Shopkins
Paw Patrol
28 THE TOY BOOK | DECEMBER/JANUARY 2017 | toybook.com
TIA PERSPECTIVES
SPIELWARENMESSE
THE FASCINATION OF TECHNOLOGY IN TOYS by ERNST KICK, CEO, Spielwarenmesse eG PICTURE IT: A TALKING ROBOT ROLLS across the floor of a child’s bedroom while a 3-D printer eternalizes the family in polymer plaster and a virtual reality headset reveals the wonders of Africa’s animal life. Don’t forget the silent multicopter hovering over everyone’s heads and filming all that it sees. This may sound like an exaggeration, but in today’s world, it is fast becoming a reality. No sooner does a new technology enter our lives than it reappears in the form of a toy. Manufacturers are coming up with pioneering products that look set to shape the market in years to come, and many of these products have already been through several development stages and have since become more affordable. Think of the 3-D printer, which until a few years ago was far beyond the financial reach of the majority and is now appearing in the toy aisle. The speed of change never fails to surprise our trade buyers at the annual Spielwarenmesse. Another prime example of the rapid pace of change is the multicopter, which is becoming ever smaller, lighter, and faster. The quality—particularly of the integrated cameras—is constantly being improved. Such advances used to be reserved for highly engineered products designed solely for adult operation. The spectrum of technology-based toys is also becoming more diverse as it continues to gain a foothold across many product groups within the industry. They appeal to a wide variety of target groups, appearing in
segments such as model construction and hobby; dolls and plush; sport, leisure, and outdoor; and technical, educational, and action toys. Kids are learning from an early age how to use and take advantage of technically sophisticated features, and will even want to grab hold of the controls themselves. Whether kids program the products, control them, or play with them in other ways, these toys give them the freedom to experiment and hone their skills and abilities. Sometimes, they may even lay the foundations for a future career. Of course, the fun factor should never be neglected when it comes to technical toys. Combined with an element of fun, these toys can give children a huge sense of achieve-
ment, and encourage them to interact and communicate with friends and within the family. When tinkering, perfecting flight maneuvers, and sharing technical information about the latest innovations, kids learn to spend their valuable leisure time wisely, bringing friends and generations together. Many of their conversations will revolve around new technological developments and accomplishments. The desire to have the latest technologies is kindled in young kids, for whom virtual worlds feel completely natural. This is why I see it as our duty to ensure that the Spielwarenmesse always remains one step ahead of emerging trends. In our innovative Tech2Play promotion area, we want to show what the international industry is doing in the realm of engineered toys, while reflecting the complete spectrum of products. As high-tech meets toys, we are embracing new industries and new exhibitors. This innovative special area will also allow our exhibitors to showcase relevant products in a prominent second location at the fair, thus increasing their exposure. At the same time, it will present our trade buyers with a cavalcade of exciting and unique ideas. Not only can they experience the products first hand and talk to the experts in person, but we also want them to get actively involved! After all, this is the best way for retailers to bring the technological advances of the future into our children’s lives. For more information on the Tech2Play area, see page 35. » Ernst Kick was appointed as the CEO of Spielwarenmesse eG in 2003. He has decades of experience in business, marketing, and exhibition organization.
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STAT TIA PERSPECTIVES SHOT
2 THE 32 THETOY TOYBOOK BOOK| |DECEMBER/JANUARY DECEMBER/JANUARY2017 2017| |toybook.com toybook.com
SPIELWARENMESSE
SPIELWARENMESSE 2017 The annual trade fair debuts 2017 toy trends, the latest tech toys, and more, from Feb. 1 to 6 in Nuremberg.
SPIELWARENMESSE ANNOUNCES 2017 TOY TRENDS Spielwarenmesse’s 10-member TrendCommittee has tracked down the latest trends from all over the world, identifying three emerging categories in the toy industry: Body and Mind, Girl Power, and Swap and Collect. During the Spielwarenmesse, the TrendGallery in Hall 3A will focus on these trends, providing insight into the kind of products they encompass. BODY AND MIND: BRINGING BODY AND SPIRIT INTO BALANCE Many kids lead busy lives that are ruled by the clock and governed by school and extracurricular activities, which can often cause stress. The Body and Mind trend is all about bringing body and spirit into balance through play. This theme spotlights products that encourage the physical and mental well-being
of kids and, in conjunction with fitness and physical activity, help kids enjoy a healthy and balanced lifestyle.
to spring new surprises on collectors at any time. Licenses create additional incentives for this classic trend.
GIRL POWER: SUPPORTING THE INTERESTS OF GIRLS Girls should be instilled with the strength, confidence, and independence to pursue their interests and goals. More and more, toys are encouraging them to believe in their dreams. These products endow girls with the tools they need to test themselves and to pave their way to the profession of their choice.
DISCOVERING NEW PRODUCTS IN THE TRENDGALLERY Covering an area of approximately 1,000 square meters, the TrendGallery highlights the products that reflect the latest trends and innovations. The TrendGallery also features the winners of the ToyAwards. Specialist presentations at the Toy Business Forum provide show attendees with expertise and valuable information, as industry experts explain how they identify trends and showcase them to maximum effect in stores. Two of the TrendCommittee members—Reyne Rice, journalist and trend expert (U.S.), and Dr. Maria Costa, market researcher, Toy Research Institute (Spain)—will give insight into the world of trend research.
SWAP AND COLLECT Closely entwined with the idea of trading, collecting is a pastime that also promotes social skills. It takes clever negotiations to clinch the missing parts of a collection. Collecting and trading is a hobby that has the potential
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SPIELWARENMESSE TECH2PLAY: EXPERIENCING TECHNOLOGY THROUGH PLAY When the newest technologies enter our daily lives, they also quickly appear in toys. In response, Spielwarenmesse will take a closer look at the technological toys in the Tech2Play area in Hall 4A. The 400-square-meter zone will feature the latest toys inspired by technology. A robot that can be programmed with chips, quadcopter races, and many other activities highlight the fun of the future. “The Tech2Play area takes an exhaustive look at this topic, analyzing pioneering toys that look set to shape the market in the coming years,” says Ernst Kick, CEO of Spielwarenmesse eG. “We’ve identified five core product groups that will take center stage during the event.” Cats, dogs, and other robotic pets will imitate their real-life counterparts in the Electronic Pets category, while the Robot Toys segment will focus on the art of programming. There will also be a 3-D Printing category that shows how this new technology will make its mark in kids’ lives. The already
well-known and popular R/C Drones category reflects the well-established market of multicopters. And finally, the Virtual Play category embraces products that have been extended to incorporate new dimensions using augmented and virtual reality. The various categories featured in this area encourage visitors not only to browse, but also to get involved. They can test the new products at the robot races and go on test flights free of charge. TOY BUSINESS FORUM: CONCENTRATED BUSINESS KNOWLEDGE Identifying trends is one thing, but selling trend products is another. At the Toy Business Forum, retailers learn about the latest findings with regard to consumer behavior, sales promotion, and accompanying online activities. The Toy Business Forum is integrated into the TrendGallery in Hall 3A and offers interested toy professionals compact presentations on current marketing developments and trends. Top-class speakers provide possible toy business solutions to equip you
for the challenges of the future. The lectures at the Toy Business Forum are devoted to a specific subject each day. »
SPIELWARENMESSE FEB. 1 TO 6, 2017 TECH2PLAY PROMOTION AREA 400 m² in Hall 4A FIVE PRODUCT SEGMENTS: Electronic Pets, Robot Toys, R/C Drones, Virtual Play, and 3-D Printing THEMED ISLANDS: Information area Product presentations Action Zone with multicopter cage Tech2Play Lounge with seating Charging station
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TRADITIONAL
GEARING UP FOR A REBOUND? by LAURIE CHARTORYNSKY, communications specialist/content developer, Toy Industry Association TAKE ONE LOOK AT THE RESURGENCE of coloring and one could make the case that the traditional arts and crafts category is holding its own. In fact, there are several consumer trends that could bode well for the category in 2017 and beyond, according to industry experts. “This is not a passing fad,” says Sue Warfield, director of member relations for the American Specialty Toy Retailing Association (ASTRA), regarding the popularity of coloring books for kids and, importantly, for adults, too. “Stores and even libraries are hosting events for adults and kids to come in and color to relieve stress and open up the creativity within.” Sales in the arts and crafts category have weakened this year as other toy categories compete for consumer dollars, with games and puzzles, dolls, and action figures experiencing double-digit sales increases to date this year, according to The NPD Group. Meanwhile, the NPD Group reported a 1.6 percent sales decline in the arts and crafts category from January to September 2016. However, this is an improvement compared to the category’s 10 percent decline in the year-earlier period. The arts and crafts category rose 27 percent for the first nine months of 2014 compared to 2013, aided by strong sales of Loom products, Kinetic Sand, and Play-Doh. With hot toys taking up a majority of consumer spending in 2016, the holiday season could be challenging for arts and crafts
products. Juli Lennett, NPD’s senior vice president and industry analyst for the U.S. toys division, particularly noted the strong early sales of Spin Master’s Hatchimals, saying sales have been even higher than expected. “Every family has a limited amount of dollars they will spend for the holiday and with [Hatchimals having] such a high price point, it could impact sales [for arts and crafts activities],” says Lennett. Despite the downward sales trend, Lennett is bullish on the arts and crafts category, noting that both new and classic arts and crafts toys are still resonating with children. She also pointed to several consumer trends that should help the category on a long-term basis, including a preference among millennials for spending money on experiences rather than things. “The arts and crafts category fits in with having experiences and having that family time together,” says Lennett. According to Lennett, consumers today are also interested in promoting their personal brand. Arts and crafts ties into this trend because kids can make something unique and then show it off to their friends on social media. ARTS AND CRAFTS AS LEARNING TOOLS Arts and crafts activities are particularly appealing to kids because they allow them to work individually or with others to “create” something, says ASTRA’s Warfield.
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“There’s no right or wrong, [kids] can dig in and get their hands working with their minds,” she says, adding that arts and crafts typically involve lots of color, “which appeals to kids (and adults)!”
The NPD Group reported a
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in the arts and crafts category from January to September 2016
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i S A L ES 0
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for the first nine months of 2014 compared to 2013.
ACTIVITIES “Color has been shown to stimulate specific areas of the brain and working with arts and crafts helps develop the right side of the brain that in this day and age of school budget cuts is often left high and dry,” Warfield adds. “Kids miss the open creativity they often don’t get in their school environment, so this makes the category even more appealing.” Creativity happens to be one of the six key developmental skills learned through play, according to The Genius of Play (thegeniusofplay.org), the Toy Industry Association’s (TIA) research-backed initiative to bring more play into kids’ lives. “Creative play helps kids build important lifelong skills, such as learning to think outside the box and expressing
themselves,” says Anna Yudina, TIA’s director of marketing initiatives. “It also allows children to cultivate their imaginations, come up with unique solutions to problems, and feel pride for a project, instilling confidence.” Arlene Biran, Spin Master’s vice president of marketing and global business unit lead activities, agrees. “More and more, parents are recognizing the value of finding creative outlets to get kids off of screens,” says Biran. “Creative experiences that give kids a sense of accomplishment, such as making a phone speaker with Pottery Cool or even open-ended play with brands like Bunchems or Kinetic, really resonate with parents.” There is another bright spot for the arts and crafts category: It is a strong toy area to further the science, technology, engineering, arts, and math (STEAM) educational movement, according to Matthew Hudak, toys and games analyst at Euromonitor International. “Normally a lot of categories that don’t have a strong hold in the licensing space
Spring Paper Chains, from EEBOO, is a new specialty craft kit launching in the spring. Designed for kids ages 5 and up, the set includes 120 links to create a 24-foot chain. Kids can connect each link without using any glue. More than 40 patterns are featured on the links, including animals, flowers, and colorful designs.
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have been doing worse, but the extra ability [of arts and crafts] to fundamentally market themselves” by linking to the growing STEM/STEAM movement is a positive for the category, said Hudak. That said, Hudak did acknowledge that arts and crafts toys of the future are likely to be more tech-related, especially activities that focus on graphic design or coding. “It’s hard to see the toys of the future not be a little more tech interactive,” he says. Check out the showcase on the following pages to see the exciting new arts and crafts activities coming to market in 2017. »
TIA tracks trends on a year-round basis to provide industry stakeholders with insight into what’s new and what’s on the horizon in the toy and youth entertainment product industries. New trends will be announced for 2017 at the 114th North American International Toy Fair, taking place February 18-21 at the Jacob K. Javits Convention Center in New York City. Visit www.ToyFairNY.com to learn more.
PAMSON PACIFIC ENTERPRISES will release Super Dough, a new line of modeling clay designed for kids ages 3 and up. The line features Tool Tops, a self-contained functional dough tool included in the top of each container. Various sets will be available, including one with six Super Dough colors and six different Tool Tops.
The Happy Little Loom, from ALEX TOYS, is a handheld loom that lets kids ages 8 and up weave with ease. Perfect for use at home or on-the-go, the loom allows kids to create different accessories with a variety of widths and patterns. Kids can also add beads and different materials to create something personal and unique.
Kids can take mess-free coloring wherever they go with CRAYOLA’s new Color Wonder Color on the Go books. Available in licensed themes including Shimmer and Shine, Paw Patrol, PJ Masks, and Disney Princess, each book features 15 coloring book pages and three Color Wonder markers. The durable case keeps everything organized and ready to go. Designed for kids ages 3 and up, Color Wonder markers won’t color on skin, furniture, or fabric, and only color on the special Color Wonder paper.
Kids can paint, peel, and stick with CRA-Z-ART’s new 3D Cra-Z-Gels. Kids can create their own customized stickers using the included paints and templates, and then stick them to different surfaces, including phone cases, notebooks, mirrors, lockers, windows, and more. Cra-Z-Gels are designed for kids ages 6 and up and are set to release in the spring. Znapeez!, by FASHION ANGELS, is the new way to build, create, design, and wear. Kids can snap tile pieces together to build colorful, original creations. With no glue or adhesive needed, kids can unsnap their creations to make something new. Designed for kids ages 8 and up, the Mini Tiles Super Set inclues 1,000 Znapeez! tiles to design superhero masks, robots, footballs, and anything they can imagine.
40 THE TOY BOOK | DECEMBER/JANUARY 2017 | toybook.com
ACTIVITIES HASBRO’s line of Kre-O construction sets will feature new, enhanced customization elements in 2017. New play sets inspired by DreamWorks Trolls allow kids to create, customize, and play with the iconic characters from the film. Designed for kids ages 6 and up, the Kre-O DreamWorks Trolls Coronation Party Playset lets kids customize their own version of Poppy’s coronation by decorating each play element with the included Fabrical Felt and Shimmerama Sheets. Kids can get Poppy ready for her big moment by giving her a wild hairdo with the Whirly Hairstylin’ stick, brush, and cool hair accessories. The set includes more than 270 Kre-O pieces and four figures. Each character spins on the dance floor for more interaction.
ROSEART will launch a new line of do-it-yourself craft kits that encourage kids and parents to create together. You & Me Crafting Water Color Canvases includes two different 6-inch canvases with inspirational messaging so one child and one parent can color and paint together. The kits feature six watercolor pencils and two paint brushes. The finished canvases can become a keepsake for families, while also providing an opportunity for social emotional growth between parent and child. The You & Me kits are designed for kids ages 5 and up.
New from MAYA TOYS is the Cutie Stix Cut & Create Station, set for release in the spring. With the new kit, kids can create customizable jewelry, nail art, and figures out of colorful two-sided beads in a few quick steps. Kids can choose their Cutie Stix design, cut it, and core out the center to make fashionable beads for bracelets or necklaces. This set includes a display unit, a cutting unit, a coring unit, a threader, four Mighty Stix, 14 Cutie Stix, six Teeny Stix, two spools of thread, two sets of clasp connectors, adhesive strips, and 18 figure connectors for lots of different combinations. Refill packs will also be available.
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Kids can create their own Beados Shopkins with the Beados Shopkins Activity Pack, from MOOSE TOYS. Kids can choose a template of a Shopkins character, add the Beados beads, spray them with water, and wait for them to dry. Designed for kids ages 4 to 6, this mess-free activity includes a large dome base, a large back scene, eight design templates, four stands, a tweezer pen, 550 Beados beads, and more.
TECH 4 KIDS expands its Gemmies activity kits with the Gemmies Dazzling Jewelry Pack. The new addition allows children to make their own 3-D sparkling collectible creations, jewelry, and accessories. Kids can use more than 300 pieces to show off their personal style. The set features brightly colored gems, gem rings, and gem spacers to let kids make their own unique fashion statements.
TPF TOYS’ Cut It Out! is an all-in-one activity tool that allows kids to create artistic designs with Cut It Out! markers that cut paper simultaneously as kids draw shapes and creations. With the Cut It Out! marker firmly in one hand, kids color and create any design and then lift their already cut out drawing off the page— no scissors needed. Ideal for kids ages 6 and up, the Cut It Out! line includes the Cut It Out! Design Studio, featuring a sketching table complete with a drawer for storage, four Cut It Out markers, the signature Cut It Out! Easy Glide Holder, Cut ‘n Color template pages in various sizes and colors, stickers, adhesive gems, and more.
SPIN MASTER will extend its line of Kinetic Sand with Kinetic Rock, including the Kinetic Rock Playset, which features a construction truck with a movable claw and a poseable construction figure. Designed for kids ages 3 and up, the set includes a patterned play mat, a flattening tamper, and a rock-crushing auger that transforms boulders into rock.
DigiLoom, from WOWWEE, is an app-controlled, custom bracelet-making machine. Kids ages 6 and up can create their bracelet design in the app using a smartphone or tablet, and weave the design with the help of the Bluetooth DigiLoom machine.
42 THE TOY BOOK | DECEMBER/JANUARY 2017 | toybook.com
TALKIN’ TOYS
Q&A WITH
The Toy Book chats with Make It Real’s CEO Isaac Wolman, CEO Oliver Williams, and CFO Sarah Gibber
Tell us about Make It Real. Make It Real manufactures and distributes beautiful, compelling product for tween girls around the world. Surrounding every product that we produce is a content experience that gives young women a window into the real world of design and creativity. From magazines and online video content featuring the lives of young creative professionals to an app with live instructions and the ability to interact with our design team, we are developing an unrivaled experience for creative tweens. What is your mission for the company? We founded Make It Real in July of this past year. All of us have significant experience in the toy industry, particularly in the tween girl space, and this company represents something that all of us believe in passionately: empowering creative young girls to achieve their dreams. There are
companies that have created meaningful, aspirational concepts for young women in the STEM area, and we are striving to assume a leading role inspiring young creative women to achieve their dreams. How is Make It Real different from other toy companies? All three of us are parents of young, creative girls and we know all too well how easy it is for toys and crafts that are purchased to be utilized simply as a one-time play experience. There are many companies creating beautiful products for this age demographic, but it is our vision to go above and beyond the immediate product play. Our goal is to create a deeper and more meaningful experience, including content in the product, content on social media, interaction with designers, and a wide array of opportunities for young women to interact with Make It Real extending far beyond the immediate play experience. How do you plan to reach and engage the elusive tween audience? The tween customer is a very challenging age demographic. First, it is a cohort that is rapidly getting more sophisticated, even as compared to a decade ago. Second, they consume content and media in rapidly changing ways. The balancing factor from a toy perspective, of course, is that most of the time it is still the parent spending the money on the child; thus, it is crucial to maintain an equilibrium of appealing to an increasingly trendy demographic while simultaneously ensuring that Mom and Dad are still comfortable with the look, feel, and play pattern. This is something that we know well from
experience and are working to incorporate into everything we do. How are Make It Real’s products different from other activity kits in the marketplace? Make It Real products combine the very best of “evergreen” play patterns that have strong sales history with cutting edge development utilizing electronic components as well as trendsetting jewelry and fashion design concepts. Our focus is to offer products that not only provide quality play value while they are being assembled, but also a compelling finished product that the user would be proud to wear or display. Is there a licensing component planned for the product launch? We are proud to announce that we have formed partnerships with two incredible brands: Disney and Animal Jam. On the Disney side, we will manufacture fashion design sketchbooks, art sets, and large design sets including light tables. On the Animal Jam front, we will produce sketchbooks, jewelry making kits, crafts, and stationery sets. As with our non-licensed brand, we will endeavor to incorporate our aspirational brand ethos into everything we do. »
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SPECIALTY TOYS & GIFTS — ACTIVITIES
GREEN TOYS’ new dough play sets are designed for kids ages 2 and up. Made in the U.S., each set contains several tubs of non-toxic dough, made from simple ingredients such as organic flour. The sets also feature eco-friendly tools and accessories that are made from recycled plastic and are completely dishwasher safe.
New to UNIVERSITY GAMES’ U Create line of craft and activity sets is the Doodletop Twister Deluxe Kit, designed for kids ages 5 and up. Set for release in the spring, the set includes three Doodletops that kids can use to spin on a sheet of paper and create one-of-a-kind designs. Spinning at wider angles will result in larger spiral designs, or kids can slowly tilt the design tray while the Doodletop spins for unique results. The set also includes eight different pens, 10 sheets of paper, a twister, and a design tray.
44 THE TOY BOOK | DECEMBER/JANUARY 2017 | toybook.com
Sewing Circuit is new to THAMES & KOSMOS’ line of Geek & Co. Crafts educational activity sets. Kids ages 8 and up can create felt patches in robot shapes using LED lights and a special thread that conducts electricity. The kit teaches kids about the science of electricity and circuits through a fun and easy crafting activity. The thread safely conducts electricity from a small battery holder through a circuit, including red and green LEDs and a metal snap that acts as an electrical switch. When the snap is connected, the circuit is complete and the LEDs light up.
Circuit Clay: The Easiest Way to Learn About Electricity is a new activity kit from KLUTZ. Kids ages 8 and up can learn how electricity works and make clay creations that glow and light up. Kids can use the conductive and insulating clay to make a sculpture, add LED lights, attach a battery pack, and watch the clay circuit light up. The 52-page book features more than 15 projects to choose from, including a robot, a UFO, and a dragon.
KAHOOTZ TOYS brings back the classic latch hook craft with its new line, LatchKits. Kids can loop, hook, and pull to create a 12- by 11-inch canvas design. Each kit includes a latch hook tool, more than 2,000 pieces of pre-cut yarn, a and color-coded canvas with fabric-lined edges and hanging loops. LatchKits are designed for kids ages 6 and up.
With EDUCATIONAL INSIGHTS’ new IllumiCraft line, kids can light up the wonders of science through customizable crafts. These STEM-focused craft kits teach basic circuitry and engineering while allowing kids to create custom art projects. Kids ages 8 and up can create speakers, a mirror, a jewelry holder, a picture frame, and more that really light up and fit their personal styles.
FABER-CASTELL’S Museum Series will include mixed media in 2017. The Deluxe Paint by Number Museum Series featuring Edvard Munch’s The Scream is a paint-by-number set that also uses oil pastels. The set includes a larger canvas, seven paints, two brushes, and five oil pastels, in addition to a color-mixing guide and an online tutorial kit that allows kids to create a masterpiece of their own.
SPECIALTY TOYS & GIFTS — ACTIVITIES PAPER PUNK adds My Little Pony sets to its line of paper folding activity kits. Kids can make their own My Little Pony figures without any glue or adhesive with the My Little Pony Figures all-inclusive kit with more than 50 pieces. Kids can use six punchand-fold shapes to create Rainbow Dash, Fluttershy, Pinkie Pie, and more. Kids can also create the ultimate pony palace with the My Little Pony Castle Set, which features 150 pieces, including stickers and a backdrop. The new My Little Pony Paper Punk sets are designed for kids ages 6 and up and will be available in the fall.
Morph, a new compound from THE ORB FACTORY, is a shape-shifting fluff that builds, bounces, and floats. This super light sensory sensation is available in six colors. Kids can mold it and watch as it holds its shape, or fluff it up to three times its size. Morph is designed for kids ages 3 and up.
NEAT-OH!’s Linkt Craft Kits are a modern introduction to the historical art of chainmaille. In partnership with world-renowned chainmaille artisan Rebecca Mojica, Neat-Oh! will develop a line of five high-quality kits to teach kids ages 8 and up this historic art form. The art of chainmaille has been around for thousands of years and is still used in protective clothing, sculptures, jewelry, and more. The making of chainmaille itself is defined as weaving links and is described as a very mathematical process. There are thousands of weaves and patterns that have been created across the globe through the centuries.
With the Thomas & Friends Dough Engine Maker, from THE BRIDGE DIRECT, kids can use different colors of dough to mold and design different engines. Designed for kids ages 3 and up, the set includes two engine molds, four character face plates, an accessory mold, a roller to make tracks, a trimming tool, three large tubs of dough, and two small tubs of dough.
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WHAT’S NEW SNAPDOLLS—2-D cloth dolls that can be customized with snap-on clothing and accessories—expands with SnapPack, themed snapable accessories and clothing, and SnapMat, a cloth mat with snaps that serve as a blank canvas for kids’ creations. Sold separately from seven available dolls, the SnapPacks include: Holiday Glitter, a collection of snap-on party attire and gifts; Baker’s Delight, a chef set complete with a snapable rolling pin; Splish Splash, snapable rain boots and a rubber duck; and Cowgirl Roundup, a snap-on denim dress, campfire, and boots. The SnapMat is an 11-by-7-inch portable cloth mat that holds up to 70 snaps that make backdrops to SnapDoll adventures.
SNAPTOYS INC. expands its portfolio of brands with GlitterShine Dragons. The line features six whimsical 10-inch themed plush dragons, including Glitter Fay, Sea Sparkle, Twinkle Luck, Shimmer Snow, Glimmer Flora, and Rainbow Glow. Available this spring, the shimmery dragons have stylish hair, sparkly fabrics, and themed wings.
Budding engineers can build three of their favorite vehicles with 1-2-3 Build It!, from LEARNING RESOURCES. Kids will learn the concepts of how things move, early engineering, and design with this creative set. The set includes a screwdriver and easy-to-assemble mix-and-match pieces to create a car, an airplane, and a boat one at a time.
With the Galaxy ZEGA game from SMARTX, kids can control small tanks with a Bluetooth-connected smart device app to fight each other on or off the Galaxy ZEGA battlefield to gain points, skills, longer lives, and other treasures. The game is played with individuals or teams on a real-world battlefield using palm-sized tanks, and players shoot their opponents with lights to gain points and earn skills. The Galaxy ZEGA Starter Kit comes with two tanks and a magnetically connected battlefield.
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Kids can show their emotions with Pillow Pets Smiley Faces, from CJ PRODUCTS. Available in Smiley, Hearts, or Sunglasses, each Pillow Pet comes with a matching pattern that befits the emotion. Sunglass Face features palm trees and beach umbrellas, Smiley Face represents everything happy, and Hearts Face has a colorful heart pattern. The foldable Pillow Pets convert from room décor by day to pillow at night.
RUBIE’S COSTUME CO. TALKS
TRICKS AND TREATS
Rubie’s Costume Co.’s executive vice president Howard Beige discusses last Halloween’s successes and his predictions for 2017. How did Halloween fare in 2016? Were sales affected by the holiday falling on a Monday? Children’s Halloween sales remained steady, while the number of adults celebrating Halloween this year was greatly affected by all the hype and attention towards this year’s emotional presidential election. The country was preoccupied and, as a result, there were fewer adult parties and fewer Halloween sales. The impact for Halloween 2016 was much greater than a normal Halloween that falls on a Monday. What were the top licensed costumes for 2016? Were there any surprises or sleepers? The following licenses performed extremely well in 2016: Suicide Squad, Batman V Superman, Star Wars Episode VII, Marvel Civil War, Five Nights at Freddy’s, Pokémon, DC Super Hero Girls, Shimmer and Shine, Paw Patrol, and Ghostbusters. We obviously could not predict the action Pokémon received when the Pokémon Go app came out, nor could we predict the huge success of Warner Bros.’ Suicide Squad film where the Harley Quinn costume was a huge demand, but nevertheless we were able to ramp up production to meet the demand. What do you predict will be the top costumes or themes next year? All of the major studios have big event films coming out as follows: Warner Bros. will release the Wonder Woman film in June 2017 and the Justice League film in November 2017, where we expect— besides Batman and Superman—Flash to be a tremendous costume. Warner Bros.’ recent release of Fantastic Beasts and Where to Find Them has once again made Harry Potter product very popular with millennials. Marvel Comics will release Guardians of the Galaxy Vol. 2 in May 2017, Spider-Man: Homecoming in July 2017, and Thor: Ragnorak in November 2017. Lucasfilm just released Rogue One in December, 2016, and Star Wars Episode VIII will be released in December 2017, which will continue to create a huge demand for all Star Wars costumes. Universal Studios will release Despicable Me 3 in June 2017. The hot films coming out from these licensors will be the most important licenses for Halloween 2017. The demand for our T-Rex Inflatables costume set all records for Rubie’s as this was one of the most in-demand costumes of all time! With this mind, Rubie’s has created a whole new line of inflatables that includes Teenage Mutant Ninja Turtles, Kong, Minions, and Hulk and some will have sound as well. Rubie’s creates both non-licensed costumes and costumes based on top character licenses. Has licensing become a bigger part of the Halloween business over the years? Why do you think that is? Licensing will always be a big part of the Halloween business. Children and adults want to dress up as their favorite movie, TV show, or video game characters. For children, licensing accounts for 50 percent
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of all Halloween costume sales. Children are very passionate and want to dress as their favorite hero for Halloween. Licensing is still important for adults, but not as important as it is for children. Adult consumers’ choices are much more varied and not only include what is on TV and in the movies, but also include social media and current events. An example would be, for Halloween 2016, many adults dressed as one of the presidential candidates. The importance of licensed Halloween costumes continues to grow as the amount of content coming out of Hollywood continues to increase. What new or growing product trends are you seeing heading into this year? What are the biggest retail trends for Halloween? Some of the Halloween trends we are seeing out there are increased popularity for stronger girl characters (Girl Power), such as Wonder Woman, Harley Quinn, Super Girl, and Rey from Star Wars. We are seeing some of the superhero costumes become gender neutral, as girls select a Spider-Man or Batman costume to wear for Halloween. We are also seeing the demand for licensed and non-licensed toddler costumes as we saw in the licensed Paw Patrol costumes that flew off the shelves this year and will continue for next year! For the past couple of years, we have also seen the popularity increase for family and group costumes. We are seeing more tweens and teens getting together with their friends and selecting costumes they can wear as a group. At the same time, we are seeing Mom, Dad, their children, and the family pets dressing in a common Halloween theme such as superheroes, Star Wars, Wizard of Oz, etc. We see continued growth in the DIY and Mix ‘N Match programs that have become so popular with tweens, teens, and adults and allow them to personalize their costume. This has become a particularly big trend as a result of social media. Pop culture continues to have an influence on Halloween costumes. How does Rubie’s offer the elements consumers need to put together DIY costumes based on hot trends? Originally, Rubie’s introduced a full line of DIY and Mix ‘N Match products for Marvel Comics characters and DC Comics characters. In addition, we are introducing an extensive line of these products of everyone’s favorite Star Wars characters. Of course, we have many DIY and Mix ‘N Match components for non-licensed characters as well. How has the pet category grown and evolved in recent years? Pet costumes continue to grow year after year. People love their pets the same way they do their children. Fur babies are an equal part of the family and, therefore, they need a costume for Halloween too! We believe it will definitely maintain growth moving forward, as we are only seeing a bigger and better response to all the new products we make each year, both licensed and non-licensed. Today, many people are waiting longer to have children, and their pets become their only children until they are ready for a family. »
PRODUCT PREVIEW: RUBIE’S COSTUME CO. 1.
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1. From Rogue One: A Star Wars Story, the Death Trooper includes a jumpsuit with attached boot covers, a belt, and a half-mask. 2. From Rogue One: A Star Wars Story, Jyn Erso includes a jacket with an attached top, pants, and belt. 3. The Deadpool costume includes a jumpsuit, belt, and mask. 4. From Marvel’s Doctor Strange collection, the Dr. Strange costume includes a shirt, pants with attached boot tops, a sleeveless robe, a belt, and an amulet. The Deluxe Cloak of Levitation is sold separately. 5. From the DC Super Hero Girls line, the Wonder Woman costume includes a top, pants, a tiara, a belt with a lasso, and gauntlet. 6. The Minion Stuart Costume includes a one-piece jumpsuit with a built-in fan and matching gloves. 7. From Rogue One: A Star Wars Story, the K-2SO costume includes a jumpsuit, hand covers, and a half-mask.
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PRODUCT PREVIEW: RUBIE’S PET SHOP BOUTIQUE 1.
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1. SpongeBob includes a step-in shirt with attached arms and headpiece. 2. Pikachu includes a shirt with a hood. 3. Walking Teddy includes a step-in shirt with attached arms and hood. 4. From Star Wars: The Force Awakens, the BB-8 costume includes a top with headpiece. 5. The Lion’s Mane includes a drawstring closure for easy fit. 6. Chewbacca includes a faux fur shirt with a hood.
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IMAGINE BY RUBIE’S
DRESSES THE PART Executive vice president Howard Beige talks about Rubie’s Costume Co.’s Imagine by Rubie’s dress-up line. Tell me about Imagine. How did this line come about? Developed in 2012 to focus on the growing trend in children’s dress-up attire, Imagine by Rubie’s, a toy division of Rubie’s Costume Co., Inc., offers a full line of dress-up costumes and accessories for children in separates as well as boxed sets. This line is sold in toy departments around the world. How does the Imagine line differ from Rubie’s Halloween offerings? The dress-up products featured in the Imagine line are made for everyday playwear. They are packaged differently than Halloween costumes, and are meant to be in stock in a toy department 12 months of the year. They have toyetic packaging, and concentrate on the play value of the character. Many of our products have separate components that can be worn with kids’ own jeans or pants, and in some cases have transforming features, such as a reversible cape with Batman on one side and Superman on the other. In addition, we offer Multi-Packs where kids get two or three characters in the box, which allows for a child to have a playdate with friends. What is the core age demographic for Imagine? Imagine products are designed for the action age group, and fit children ages 3 to 6.
Star Lord Muscle Chest Shirt Set
How have retailers and consumers reacted to the Imagine line? The Imagine line has been extremely successful for retailers and can be found at all the major toy
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departments. They are extremely popular with consumers as well, because of the everyday play value. What qualities do consumers look for in dress-up products? Consumers look for products that stimulate a child’s imagination. Safety and comfort are also qualities that consumers look for, thus all of the Imagine products are made of soft and durable fabrics. How important is licensing to the dress-up category? Licensing is extremely important to the dress-up category, as retailers want to support dress-up products that can be merchandised next to the most popular action figures or dolls in their toy departments. We also present a full line of occupational characters that include fire fighters, police officers, doctors, fairies, chefs, ninjas, and many more to choose from. Captain America Muscle Chest Shirt Box Set
What trends are you seeing in dress-up products? We are seeing the children’s parents and grandparents embrace dress-up as a way to encourage kids’ growth and imagination, and to give kids a break from all of the technology that surrounds them. Dress-up has become an important part of holiday gift-giving, as well as all-yearround sales. Does Imagine offer individual dress-up elements (masks, tiaras, wands, etc.), or primarily full dress-up sets? Imagine offers both individual accessories, such as masks, tiaras, and wands—some with light and sound—as well as complete boxed dress-up sets. »
PRODUCT PREVIEW: IMAGINE BY RUBIE’S 2.
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1. The Batman Muscle Chest Shirt Box Set includes a muscle chest shirt with Velcro closure and a black cape and mask. 2. The Rocket Raccoon Dress Up Set includes a costume top, stuffed Groot that is attached to Rocket’s shoulder with Velcro, and a plastic half-mask. 3. The Minion Costume Box Set includes a yellow- and blue-printed jumpsuit, a headpiece, and molded goggles. 4. The Groot Dress Up Set includes a printed jumpsuit and an EVA foam mask. 5. The Robin Muscle Chest Shirt Box Set includes a costume top with an EVA eye mask.
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DIVERSITY IN COLLECTIBLES Defining the Collectible Toy Category and the Recipe for Success by SEAN MCGOWAN, managing director, Lackenbach Siegel LLC ISN’T IT KIND OF FUNNY TO CALL A category of toys “collectibles?” As TV series such as A&E’s Hoarders show us, anything can be collectible, regardless of its size or cost. Wine corks, beer bottles, marbles, baseball cards, golf balls, porcelain dolls, sports cars, classic vinyl record albums, garden gnomes, etc. Yet, we all kind of know when a toy is a “collectible.” As is the case with some of the other categories that the industry uses, consumers don’t shop for collectibles. Mom doesn’t walk into Toys “R” Us looking to buy “a collectible.” If she’s going in for a toy that is a collectible, it is because she already knows that her kid (or whomever the toy is for) wants that product and probably has several of them already. So, what makes a mass-market “collectible toy?” At a minimum, it’s probably got to be something that can be collected. That means it has to be priced low enough to allow consumers to buy many of them (or at least several), and small enough that a collection doesn’t overwhelm the living quarters. But probably more importantly, it has to have some special quality that makes the kid want to have more. I don’t simply mean that it’s fun, or cute, or part of a movie or TV property that the kid likes. I mean that there has to be something about it that makes it seem incomplete if you don’t have the whole set. Sometimes a toy that starts out as an action figure, a doll, plush, or even a trading card game can have a collectible version that is usually a smaller, less expensive plastic or die-cast version. Current and past examples include Cabbage Patch Kids, Popples, Pokémon, and Transformers. Another interesting case is the evolution of G.I. Joe, as it started in the 1960s as a 12-inch posable “doll” with a wide array of clothing kits, and was resurrected in the 1980s as a 4-inch figure, which made it much more collectible. Gift ‘Ems, by Jakks Pacific
That is not to say that the bigger version of G.I. Joe was not collectible. Surely some consumers made a point of trying to have many, if not all, of the various Joe dolls. (If I had saved my modest collection, rather than torching it in an apocalyptic conflagration when I was in junior high school, I would be a wealthier man today.) American Girl dolls are neither especially small nor easily affordable, but I’ve known a number of kids over the years who have had all or most of the dolls. But these are clearly the exceptions to the rule. The more important question is what makes a collectible toy a hit? Simply offering a wide range of small, affordable figurines is no assurance that kids will want them. I could go on and on about the key characteristics that successful collectibles share, and how you can identify one before it hits the market, but that would be nonsense. The fact is no one knows what is going to work. If it were that simple, nobody would have a flop. Predicting the outcome of this year’s presidential election was easier than predicting hit toys. A whimsical backstory? Blind packs? Pop culture references? Checklists that remind the kids of which ones they don’t have yet? Play sets that don’t work as well if you don’t have several of the figures? Yeah, these are all (maybe) necessary, but insufficient conditions. A look at the top-selling collectibles shows a range of products that are probably more different from each other than similar: Shopkins by Moose Toys; Gift ‘Ems and Tsum Tsums by Jakks Pacific; Num Noms by MGA; Littlest Pet Shop, My Little Pony, and Yo-kai Watch by Hasbro; My Mini MixieQ’s by Mattel; and others. Some are for boys, but most (at least among the current crop) seem targeted to girls. Some have entertainment content behind them, some do not. Any one of these could have flopped; any one of them just might stop selling one day for no explicable reason. continued on page 62
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We all know that innovation drives growth, no matter what business you work in. What are some recent innovations in specialty food? Are we seeing these trends in the toy aisle (e.g. in foodthemed or cooking toys)? Innovations in the food industry include non-GMO, gluten-free, organic, etc., and I do believe we are seeing some of these trickle down into the toy aisle. Just look at how play food has evolved in the past decade and how many different fruits, vegetables, and other items mimic what parents are cooking in the kitchen. We are seeing an array of different toy foods—not just the chicken, cheese, eggs, and bananas of yesteryear. We are seeing gourmet toy coffeemakers that enable kids to emulate baristas, and a very wide range of food types, from sushi to macarons. These new-age food toys encourage kids to learn about and appreciate many different foods and cultures. We’re also seeing more hands-on food toys and cooking/baking sets that allow children to make their own edible foods out of real ingredients, instead of using processed powders and oils. These toys are encouraging kids and parents to look inside the fridge and, for example, pull out real butter, eggs, and milk to make a sweet concoction together. Parents are definitely following trends in the food industry and are becoming more and more interested in whole foods and healthy ingredients. The NPD Group recently reported that “healthier living” is a strong trend across all consumer categories, including toys, so toy companies will be tapping into this trend with active toys as well as other playthings that promote healthy living. Healthy eating and healthy play are all part of a child’s well-being.
The lure of the category is too great for toy makers to be deterred by unpredictability or risk. Shopkins on its own would be a top 10 toy company, as would My Little Pony. The margins on collectibles tend to be very high, as the manufacturing costs are low and the price they command is high relative to the costs. Even with an entertainment royalty, collectibles that achieve a breakout sales volume can be highly profitable. And once a collectible line becomes a hit, it also becomes highly scalable, meaning it can be broadened and extended with much less risk than a new toy. The second and third series are likely far more profitable than the first, since so much of the fixed costs of establishing the brand have already been spent. True, with prices that are relatively low, you need to sell a lot of units to get My Mini MixieQ’s, by Mattel to big dollar figures, but that’s the point, isn’t it? Collectibles have become a big business outside of toys. Companies such as Loot Crate do big business in the ancillary business of distributing collectibles in multiple categories such as comic books, stickers, key chains, POP! figures, hats, socks, and other doodads. If the business of making and marketing collectibles is a multi-billiondollar business, so is the business of selling them to consumers, either at retail or through subscription box-of-the-month services, such as Loot Crate. I will end, as I often do, with a nod to Lego. At its core, Lego toys are about construction, but what really set the company onto a path of unparalleled growth and global popularity was the introduction of the “figs,” the little Lego figures that turned a play pattern of building into an expression of storytelling. Lego figures are among the most successful collectible toys the industry has ever seen, and it’s not even the most important part of the brand. The figs capture much of the DNA of Lego: They can be taken apart and rearranged, and mixed and matched with other figs. But the choices the toy designers have made of what figs to introduce echoes the je ne sais quoi of the whole line. How do these guys know which facial expression will work? I thought we decided that “no one knows.” Well, maybe not, but they do seem to get it right pretty often. »
What are some key lessons/tips from the specialty food industry that might bring toy companies greater success? I’m not sure this isn’t already happening, but I would highly encourage everyone to get closer and closer to the consumer. Also, as with specialty food, I wish there were more new product incubators for toy inventors and entrepreneurs so that we could encourage an even more continuous flow of innovation. What is your favorite part about working in the toy industry? It’s a fun industry, with lots of great innovation and incredible products coming to market every day. Walking around the Javits Center during the North American International Toy Fair is an experience—you see everything from small startups to well-established brands introducing creative new toys that will bring happiness and learning to millions of kids. It’s a great industry to be a part of, with passionate people doing meaningful work. Through The Genius of Play, we are able to see day in and day out how play impacts the developing minds and bodies of children. I’m looking forward to seeing what 2017 has in store for the toy community. »
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Sean McGowan is managing director at Liolios Group. He has been following the toy industry for 30 years, analyzing product trends, cost changes, marketing practices, and other aspects of how products and companies succeed (or don’t). He also follows digital gaming, sporting goods, and juvenile products. McGowan started SMG Leisure in January 2016 to continue this work beyond the parameters of Wall Street.
Rethink Your Playbook Three Things to Remember When Developing Toys and Games
by WENDY SMOLEN, senior vice president, Sandbox Events, and playpublisher, PlayScience SHERYL SANDBERG GAVE A commencement speech at Berkeley College this year proposing “3 Ps” that graduates should heed to guide their futures: When bad (or good) things happen, remember: It’s not permanent; it’s not personal; it’s not pervasive. While meant for kids less than half my age, what I find noteworthy is that the message translates across so many ages, instances, and cultures. Who hasn’t hit a glitch in his or her career, misread an economic cue, or thought he would be the whiz kid forever? As I constantly evaluate new ideas and products, I realize that toy and game developers—in need of constant innovation and reinvention—could use three equally important tenets to guide their future planning and think about exactly what it is they’re selling. 1. IS YOUR PRODUCT OPEN-ENDED? Kids today are over-scheduled, over-protected, and over-parented. Running across the street to spontaneously play an unsupervised game of kickball is unlikely to occur in most neighborhoods, therefore, a toy that lets kids play in unprescribed ways is a glorious thing. Legos, Play-Doh, baby dolls, big red balls, and games such as Minecraft have all tapped into this. Open-ended play lets kids experiment, fail, try again, make and break rules, indulge their passions, and have fun. That’s not to say new technologies are limiting. Augmented and virtual realities offer possibilities for innovation. Mixed reality (MR) goes even further.
However, too many new products are merely shiny pennies—enticing for a moment, then discarded once the flash fades. The challenge is to create engaging toys and games while incorporating current technologies in expandable, rather than expendable, ways. 2. DOES IT ENCOURAGE EMOTIONAL CONNECTIONS? Focus on the toys’ emotional benefits for kids more than the impression it’ll make on social media in the moment. Toys and games help kids make sense of the world. Does your idea prompt players to think about the world in which they live and how people in their lives interact? Role-playing toys such as costumes, playhouses, and play sets have always empowered kids to re-enact scenes to understand them. Technology can also build connections with fictional characters and inspire creativity. The multi-universe mash-up Lego Dimensions lets kids combine characters from Warner Bros. properties—including DC Comics and Harry Potter—in one video game. Here, licensing enhances the play, rather than merely offering a pretty dressing. Cozmo, Anki’s innovative robot toy, is a prime example of combining technology, play, and emotional interactions in relevant new ways. Cozmo lifts, pushes, stacks, and plays like many robot toys, but does it all with personality. If Cozmo keeps losing games, he’ll throw a tantrum. When he’s bored, he amuses himself. He snores when asleep on his docking station. He’s got humor, wit, and wisdom. His quirky and evolving personality encourages strong emotional attachment. Tracy Fullerton, director of University of South California’s Games Program and a professor
Toys such as Fisher-Price’s Think & Learn Code-a-Pillar teach 21st century skills to even the youngest learners.
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and chair of the university’s Interactive Media & Games division, created Walden, a video game due out next year. Over the course of 10 years, combining research, on-sight visits, and many iterations, Fullerton created a version of Henry David Thoreau’s time at Walden Pond that lets players think about their own reactions to living like Thoreau. Heady stuff. 3. DOES IT TEACH 21ST CENTURY SKILLS? All toys teach something. It’s a responsibility and a privilege to be able to make games that address real learning needs. The 21st century skills of creativity, collaboration, critical thinking, problem solving, and coding should play into all we do. Not every toy has to hit every mark, but creators should constantly question what they’re teaching, both overtly and culturally. Scratch, a project of the MIT Media Lab, was one of the first examples of coding, creativity, and collaboration. Kids didn’t care—or even know—who was behind each idea. All that mattered was that it was a creative seed. In the toy aisle, Fisher-Price’s Think & Learn Code-a-Pillar teaches coding to preschoolers. Happily, it’s also gender neutral. With the push for girls’ STEM and STEAM products, Roominate hit the mark perfectly, combining play and building in a relatable, though not “girly” way. Sid Meier’s CivilizationEDU, an adaptation of Civilization V that is due in classrooms this fall, teaches history by empowering kids to create historical events and evaluating the effects of their decisions. It encourages critical thinking, collaboration, problem solving, and more, creating learners that make a difference. Bottom line: Set the bar high and think about context. Play is how kids learn. » Wendy Smolen co-founded Sandbox Summit, an idea forum focused on the intersection of play, learning, and technology. She currently works with companies and organizations to create playful solutions that engage kids and families in innovative and impactful ways.
INDUSTRY MARKETPLACE
Classifieds Playtime Sales & Marketing Co. LLC A Toy Manufacturers Sales Representative Corporate Office 331 Piermont Road Norwood, New Jersey 07648 TEL: 201-784-7727 FAX: 201-784-1912
E-MAIL: murraybass@playtimesales.com lensoyka@playtimesales.com carolleeman@playtimesales.com
The Playtime Sales & Marketing Company, LLC. is a Toy and Electronics Manufacturers sales representative organization. Our prime focus is to represent Toy and Electronics Manufacturers to the Mass Market Retailers. The principals of our Company are Len Soyka and Murray Bass. Our only vocation has been in the Toy Industry. We are dedicated toy professionals. Our geographical areas of sales coverage and accounts include: • NEW ENGLAND…Connecticut North to Maine and Upstate N.Y. Accounts… CVS Drug, BJ’s Whle Club, Benny’s and TJ Maxx, • N.Y. METRO…N.Y. City and New Jersey. Accounts… Toys R Us and their DOTCOM and Global Divisions, Xmas Tree Shops, Shepher Distributors, Burlington Coat Factory, Buy Buy Baby, Marlon Creations, Party City, National Wholesale, Bed, Bath and Beyond, Steven’s Intl., TRU Express and NY area Supermarket Chains. • MID-LANTIC…Pennsylvania, Washington D.C., Northern Virginia and Western Ohio. Accounts…Rite Aid Drug, Group Sales, Boscov’s, Omni Global, 5 Below, Dollar Tree, Variety Wholesale and Big Lots. • K mart USA // JC Penney Catalog // Universal Studios Orlando // Gordman’s // Target and Walmart • CANADA…Walmart, Toys R Us, Canadian Tire and Costco • CHINA…We maintain a full time Hong Kong sourcing Office We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries.
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To place a classified ad, please contact Bill Reese 212-575-4510 x2322 breese@adventurepub.com toybook.com | DECEMBER/JANUARY 2017 | THE TOY BOOK 65
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WORLD POG FEDERATION CHANGES ITS NAME
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The company that created POG milkcaps is being relaunched as a full toy and game company. Under the leadership of industry veteran Paul Cleveland, World POG Federation, now called WPF Inc., is introducing a unique line of games featuring action figures, learning games, toys, magic tricks, skill/action games, and an authentic collector’s series. “POG milkcaps were an incredible phenomenon,” Cleveland says, “and the World POG Federation generated millions of dollars for the toy industry. Though the basic smash-and-slam play pattern has run its course, the POG name remains instantly recognized by millions of children and their parents.”
Koosh Lings Bendable Buddies are ready for action. Full of fun and spunk, Wild Times Koosh Lings share their favorite pastime with kids—or anyone looking for a wild time. Characters include Cheerleader Sunny waving her pom-poms, Skatin’ Skye in full in-line skating gear, Slumber Bunny Pip ready for a fun sleepover, Skateboardin’ Tugs racing around on his skateboard, Birthday Party Teeter with gift in hand, and Charming T.K. carrying flowers and a box of candy.
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The Nerf Remote Control Pitching Machine lets kids practice their swings all summer long. The machine can pitch the foam Nerf balls fast or slow, as well as straight or curved.
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THE VOICE
REACHING CONSUMERS, BLOGGERS, & TRADE SWEET SUITE July 12-13, 2017 • NYC
HOLIDAY OF PLAY
CONTACT: Jonathan Samet or Laurie Schacht Tel: 212-575-4510 toybook.com toyinsider.com sweetsuiteevent.com
Fall 2017 • NYC