September/October 2010

Vol. 26, No. 5

September/October 2010

Vol. 26, No. 5

Social Media: A Company’s Friend and Foe

T

he reach of the internet has opened the door for companies to be in direct touch with millions of individuals who want to obtain information and discuss your company, products, serv-

ices, and capabilities. They have thousands of online outlets to research

September/October 2010

y o T Fall ew i v e Pr

virtually anything and anyone that exists on the planet. The challenge for companies is how to participate with these people, win them over, or neutralize their issues.

page 20

page 69 Gain More Curb Appeal

10 Tips for Email Marketing

page S21

ABC Kids Expo page S6

Product Showcase page 26

Š 2010 Viacom International Inc. All Rights Reserved. SpongeBob SquarePants created by Stephen Hillenburg.

For US licensing and retail information contact: Consumermarketing@nick.com For International licensing information contact: Nickinternationalcp@nick.com

table of contents Published by Adventure Publishing Group, Inc.®

September/October 2010 departments

Volume 26, Number 5 www.toybook.com P UBLISHER

Features

Jonathan Samet

jsamet@adventurepub.com

Publisher’s Viewpoint Page 8

Stat Shot Page 10

TIA Perspectives

Social Media

E DITOR

A Company’s Friend and Foe

Page 14

Industry Update

C HIEF

jbreyer@toybook.com

Page 20

Connecting with Consumers

Using Social Networking to Enhance the Retail Experience Page 24

Fall Toy Preview Page 26

A SSOCIATE E DITOR Elizabeth A. Reid

ereid@toybook.com C ONTRIBUTING W RITERS /E DITORS

Check Out What’s New for 2011

Mackenzie Allison, Sanford Frank,

Social Media Q&A

Page 12

Marketing Memo

IN

Jackie Breyer

Page 116

Toy Safety Regulations

Patricia Koziol, Stacy Leistner, Wendy Lowe, Andy Marken, Justin McCraw, Kathleen McHugh, Fred Mills-Winkler, Peter Wachtel, Nancy Zwiers

Are You Making the Most of the Implementation Stays and Transition Periods?

P RODUCTION D IRECTOR

Page 118

Anthony K. Guardiola

How Do Toys Change the World?

Page 122

Page 16

aguardiola@adventurepub.com P RODUCTION A SSISTANT Yasmin Johnson

Announcing the 2010 Toy Insider Holiday Gift Guide

yjohnson@adventurepub.com

Specialty Toys & Gifts: Page 69

Robert Forde

Page 18

Letter s ’ r o t i d E e S3

Raising the Bar

The 26th Year of iHobby Expo

Pag

Page 120

Industry Marketplace

September/October 1991

Page 126

ABC Kid sE Pa ge S 6 x p o

Page S20

10 Tip s

Page 124

Flashback:

C ONTROLLER /O FFICE M ANAGER

for Em ail Page S Marketin 21 g

nter Media CSe23 Page

nsights

sI ASTRAP’age S18

s Negw e S4 Pa

What’ New s P age 22

rforde@adventurepub.com U.S. Corporate Headquarters Laurie Schacht, President laurieschacht@aol.com Adventure Publishing Group, Inc.® 286 Fifth Ave., 3rd Floor New York, NY 10001 Phone: (212) 575-4510 Fax: (212) 575-4521 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly

by Adventure Publishing Group, Inc.® Editorial and advertising offices are located at 286 Fifth Ave., 3rd Floor, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2010 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, PO Box 47703 Plymouth, MN 55447.

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.

Publisher’s

Viewpoint

The Toy Industry Kicks Off Another New Year

A

s we prepare for the upcoming Fall Toy Show, many of us will agree that with the mass-market buying cycles starting earlier than in years past, the October Toy Show has become a symbol of kicking off the “New Toy Year.” And though we have barely begun the key 2010 holiday selling season, we all begin to look forward to the New Toy Year.

As we look to evaluate the current state of the toy business, there continue to be mixed signals regarding what the state of the industry will be for the upcoming holidays. The economy remains in question regarding the true “level of recovery” and to what degree consumers will be comfortable spending during the holidays. There remains a question as to how conservative retailers will be in managing their inventory levels for the holiday season compared to previous years. On the plus side, with the continued growth of e-tailing it has broadened the depth of products that retailers will carry in their online stores, which will allow manufacturers to get more SKUs in front of consumers for the holiday season.

I look forward to attending the Fall Toy Show each year as it allows me to see the majority of the mass-market toy companies under one roof. In addition to meeting in person with many companies and people that I generally only email or chat on the phone with during the year, it allows me to begin to see the early stages of the new and innovative product that toy manufacturers will be introducing for the upcoming year. Year after year, toy companies work diligently to produce new and captivating products that they hope will appeal to the retail buying community and then ultimately to the consumer marketplace.

I remember in October 2006 (the last year of the Fall Toy Show in the Javits Center) attending a town hall meeting regarding the need for a new toy building, or at least a unified location where toy manufacturers could exhibit and present to the mass-market retailers under one roof. The

8 • THE TOY BOOK

Jonathan Samet publisher

Dallas Market Center proved to be the location where that could take place. But now each year we see many leading toy companies no longer exhibiting in Dallas, opting for alternative private locations to conduct their previews. I am not certain if the reason is cost or the desire to capture the dedicated attention of the attending retailers, but I notice additional companies electing to splinter off each year.

This is not to take anything away from the attendance and impact of this great show. The TIA reports that this year there are more than 242 registered exhibitors and more than 520 retailers (representing 23 of the top 25 retailers) that will be in Dallas. Therefore, the industry will mostly still be converging on Dallas to see what the key new introductions will be for 2011. I just fear that if this becomes a growing trend it will continue to move us further away from a unified industry.

■

SEPTEMBER/OCTOBER 2010

S TAT S HOT TOP 10 FAMILY E NTERTAINMENT T ITLES R ANKED BY T OTAL U.S. U NITS , A UGUST 2010 RANK 1 2 3 4

TITLE JUST DANCE WIPEOUT: THE GAME MARIO PARTY SCRIBBLENAUTS

PLATFORM WII WII NDS NDS

A MAZON . COM B EST-S ELLING T OYS A UGUST 15 – S EPTEMBER 15, 2010 1 SILLY BANDZ PRINCESS - 24 PACK

11 LEAPFROG LEARN & GROOVE MUSICAL TABLE

2 BANANAGRAMS

12 MELISSA & DOUG CUTTING FOOD BOX

3 SILLY BANDZ PETS - 24 PACK

13 THE SETTLERS OF CATAN - NEW 4TH EDITION

4 SILLY BANDZ SEA CREATURES - 24 PACK

14 SILLY BANDZ FUN SHAPES - 24 PACK

5 STOMP ROCKET JR. GLOW KIT

15 CRAYOLA 24 CT. CRAYONS

5

ZHU ZHU PETS*

NDS

6

DEAL OR NO DEAL

WII

7

TETRIS PARTY DELUXE

WII

8

PICROSS 3D

NDS

6 SILLY BANDZ ROCK BANDZ - 24 PACK

16 MY PILLOW PETS LAVENDER UNICORN 18”

9

RAYMAN RAVING RABIDS

WII

7 LEGO ULTIMATE BUILDING SET - 405 PIECES

17 FISHER-PRICE SESAME STREET SILLY SOUNDS REMOTE

10

WIPEOUT: THE GAME

NDS

8 FISHER-PRICE BRILLIANT BASICS BABY’S FIRST BLOCKS 18 QWIRKLE BOARD GAME

*Includes Collector’s, Limited, Legendary, Bundles (Guitars) Editions

Source: The NPD Group/Retail Tracking Service

9 SILLY BANDZ DINOSAURS - 24 PACK

19 LEGO HOGWARTS

10 SILLY BANDZ FANTASY SHAPES - 24 PACK

20 LEAPFROG LEAPSTER 2 LEARNING GAME SYSTEM

Room for Growth in Kids’ Mobile Entertainment and Device Market

Understanding Market Opportunity: How many parents own these devices and what portion of their kids are using them?

77% of parents do not own a smart phone or iPod Touch

23% own a smart phone or iPod Touch

parents with devices

25% 75% of parents do not have any kids that use their device

of parents have kids that use their device

“It seems as though everywhere you turn you see a kid with an iPhone or an iPod touch in his or her hand. As it turns out, our new study finds that is far from reality. The untapped kid market for mobile entertainment apps has plenty of room to grow; only one in five parents of a kid ages 18 or under owns a smart phone, and, of those that own, 75 percent do not have any kids that use their devices. When kids use these devices, games apps are used by the greatest percentage of kids, and younger kids tend to just play games, while older kids start to multitask and use other device functions. Interestingly, while it might be assumed most kids use these when “out and about,” the location where these are most frequently used is at home, which means that they are competing for kidsʼ time with other forms of home entertainment options including the TV, toys, and video game systems.”

—Anita Frazier industry analyst, NPD Group

Source: The NPD Group/Kids Mobile Entertainment & Apps

10 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Toy Industry Association Perspectives

Everything’s New for TOTY 2011 PLANS

FOR A

“NEW AND

IMPROVED”

TOY OF

THE

YEAR AWARDS

UNFOLD!

by Stacy Leistner, vice president, strategic communications, Toy Industry Association

T

hrough October 15, the Toy Industry Association (TIA) Oscars of the toy industry, honors the most outstanding is accepting product submissions from toy companies, new toy products to hit the marketplace, salutes industry inventors, retailers, and others in each of the 11 prod- icons being inducted into the Toy Industry Hall of Fame, uct categories (see sidebar for category definitions). and supports the inspiring work of the Toy Industry This year, for the first time, individual nomination com- Foundation. mittees will be formed to consider which of the hundreds of TIA invites every interested member of the toy industry to products submitted overall will be selected as the five to become a part of the process by submitting products for conseven toys or games in each category included on the official sideration in one or more of the 11 TOTY product categories; ballot. Each of the 11 committees will be composed of seven each product selected will also be considered for the overall to 15 experts knowledgeable of the category, including retail “Toy of the Year.” To qualify for consideration on the TOTY buyers (mass and specialty); journalists, bloggers, and toy 2011 ballot, products must be available at retail in the and toy trend experts; toy specialists from academia; profes- United States on or before November 22, and have been sionals such as developmental psychologists and play thera- introduced to the marketplace within the last two years. pists; teachers; and/or inventors and designers.

Each nomination must include a brief product description On November 22, a national press conference—staged in plus a statement explaining to the nomination committee New York City’s Bryant Park—will launch the TOTY ballots, why the product is deserving of recognition on the TOTY providing a fantastic shopping guide of nearly 80 product Awards ballot. The fee for each product submission is $75 for recommendations just in time for the holiday 2010 shopping TIA members and $125 for non-members. The submission season. The press conference will also mark the launch of process will close promptly at the end of the day on Friday, five ballots—one each for consumers, retailers-mass, retail- October 15. ers-specialty, media, and TIA members—which will each be For more information, visit www.TOTYawards.org.

■ weighted and used to determine the TOTY 2011 winners.

Activity Toy of the Year: inspires creative play through various forms of activity Voting for the winners will run Boy Toy of the Year: developed for boys of any age from November 22 to midEducational Toy of the Year: helps children to develop special skills and January 2011. knowledge through play Capping off all the Game of the Year: a children’s board, card, CD-ROM, or electronic game format. changes will be a grand new All electronic games must have an ESRB “Early Childhood” rating. location for the awards cereGirl Toy of the Year: developed for girls of any age mony in February 2011: the Infant/Toddler Toy of the Year: developed for infants and toddlers up to 36 Jazz at Lincoln Center, located months in the Time Warner Center Innovative Toy of the Year: combines innovation and play value above Columbus Circle and at Outdoor Toy of the Year: designed for outdoor play the Southwest corner of Preschool Toy of the Year: developed for preschool-aged children (ages 3-5) Central Park. Tickets for the Property of the Year: had the greatest success spreading its brand throughout February event will go on sale the industry in early October.

Specialty Toy of the Year: primarily distributed through specialty retailers The “new and improved” TOTY Awards, known as the

12 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Marketing

Memo

Bye Bye Old Strategic Price Points?

by Nancy Zwiers

H

ave we seen the end of strategic price points?

Throughout the past decade, there has been an upward pressure on costs; manufacturers have been steadily reducing the costs of their toys to continue to hit strategic price points, namely $4.99, $9.99, $14.99, $19.99, $24.99, $29.99, $39.99, $49.99, etc. Strategic price points are usually clustered around these prices because they reflect value benchmarks that consumers embrace.

It used to be hard to find an odd-priced toy, $18.99 for example. But with costs going up, it looks like manufacturers are finally giving up their hold on these magical prices. In the most recent selling season, we noticed an increase in the number of non-strategic price points that are on store shelves.

Funosophy’s guess is that if manufacturers are being forced to up their prices, they hardly want to jump up a full $5 increment to hit the next price point.

Funosophy first noticed this trend during a Preschool Instore Insight (our in-depth competitive landscape review approach). Upon closer analysis, we discovered that 36 of the 74 SKUs in our database were at non-strategic price points; that is 49 percent, nearly half. Furthermore, in most cases, every price slot between the strategic points was filled with at least one SKU, as shown in the excerpt chart below:

Price Point

No. of SKUs

$14.99

9

$15.99

3

$16.99

4

$17.99

3

$18.99

4

$19.99

12

We decided to expand our observations to two other catgories and took a sampling of SKUs and prices from vehicles

14

• THE TOY BOOK

and large dolls. We found the same results, as shown below:

Category

No. of SKUs at Non- Percent of SKUs at SKUs Strategic Price Non-Strategic Price Points Points

Preschool

74

36

49%

Vehicles

26

10

38%

Large Dolls

53

27

51%

Potential Implications of This Finding A potential implication of rising prices is that we might be on the cusp of seeing more added value, feature-rich products. The thought process might go like this: If a product is already slightly above the $14.99 price point, why not add an extra bit of zing to the product and move the price from $15.99 to $16.99? It is a fairly low risk.

Another consequence might be the formation of a higher strategic price point for certain formerly established categories, which ultimately the consumer will have to embrace. We are seeing this in fashion dolls. The traditional opening price point of $9.99 has evolved to $14.99 and even $19.99. This might allow for more innovation because of higher margins.

Finally, as retail prices continue to rise, the typical giftable price point might increase as well. For example, in the early 90s the most popular price for a birthday party gift was $10. In the early to mid-2000s, that price had climbed to $15.

How soon will we be looking at $20 as the most popular price for a birthday gift? When that happens we could experience a spontaneous expansion in the size of the toy market.

■ Nancy Zwiers is CEO of Funosophy, Inc., a leading consulting firm and girls’ brand invention firm. For more information on company services, contact information, and/or Funosophy’s collaborative invention services, call (562) 4365251 or email nancy@funosophy.com.

SEPTEMBER/OCTOBER 2010

Industry Update TIA REBRANDS TOYCON

FanTOYstic Fact

“Start a career or take out loans for college?” The Game of Life has been asking this question for 50 years. Originally created by Reuben Klamer in 1960 in honor of the Milton Bradley Company’s 100th anniversary, Life was marketed as a “3-D action game,” featuring the protruding spinner and blue and pink pegs. In celebration of this milestone, Hasbro is introducing the 50th Anniversary Edition of the game this fall, which includes a golden spinner, celebration coins, and special board detailing. Whether you choose a career or go to college, this game has been telling the story of Life for half a century.

AS

PLAYCON

The Toy Industry Association, Inc. (TIA) has announced that its annual executive leadership conference, formerly known as ToyCon, will relaunch in May 2011 as “PlayCon—the International Conference of Play Professionals.” The play-focused event will be held May 4-6, 2011 at the Hyatt Regency Scottsdale Resort & Spa at Gainey Ranch in Scottsdale, Ariz.

The conference will cater to TIA members as well as toy industry and play professionals who are seeking information, tools, and inspiration needed to tackle the business of play.

NEW CONSUMER PRODUCTS PROGRAM

FOR

GUESS WITH JESS

Classic Media has announced that Fisher-Price, Nelvana Enterprises’ Treehouse Presents, and The Licensing Shop, Inc. will be the anchors of the consumer products program for its new CGI-animated preschool television series, Guess with Jess.

Master toy partner Fisher-Price will debut the Guess with Jess line in Canada in fall 2011, Treehouse Presents will distribute Guess with Jess on DVD, and The Licensing Shop was named the licensing representative to oversee the brand in Canada.

CPSC MAKES RECALL DATA AVAILABLE ELECTRONICALLY The U.S. Consumer Product Safety Commission (CPSC) is making its product-safety information on all recalls available in an electronic data set for use by businesses, software, and application developers. Recall data from 1973 forward is available via an Application Program Interface (API). It is formatted in XML and contains information currently found in CPSC press releases online, such as brand names, product types, product descriptions, companies involved in recalls, where the products were manufactured, hazards, recall dates, and UPC codes (when those are available).

Electronic access to this data will give online businesses an easier, more automated way to stop the sale of recalled products. Online retailers and auction sites can use the API to automatically flag and both remove and stop the sale of recalled products quickly after a recall has been announced.

CPSC encourages all businesses and developers to access this API and related technical instructions at http://www.cpsc.gov/cpscpub/prerel/api.html.

DHX MEDIA ACQUIRES W!LDBRAIN ENTERTAINMENT DHX Media, an international producer and distributor of television programming and interactive content, has acquired W!LDBRAIN Entertainment, the LAbased entertainment company that produces and animates The Ricky Gervais Show for HBO and turned Yo Gabba Gabba! into a franchise. Michael Polis will continue to lead W!LDBRAIN Entertainment as president. He will also serve as executive vice-president, branded entertainment and consumer products, DHX Media, where he will lead DHX Media’s international licensing activities.

■

WHAT HARVEY STERN, TOY BOOK FOUNDER, HAS BEEN UP TO...

So often I am stopped by industry veterans asking me how my dad (right) is doing. I just wanted to share that he is working hard protecting the toy industry from copycats!

—Laurie Schacht, president of Adventure Publishing

Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Book’s Toy Report. Just send an email to subscribe@adventurepub.com. Add jbreyer@toybook.com to your address book to ensure delivery.

For up-to-the-minute news, follow The Toy Book on Twitter: twitter.com/ToyBook, and “like” us on Facebook: facebook.com/TheToyBook. Visit our blog at www.toybook.com.

SEPTEMBER/OCTOBER 2010

Announcing the Fifth Annual

Toy Insider Holiday Gift Guide

A

dventure Publishing, Inc., publisher of The Toy Book and The Licensing Book, is excited to be partnering with Walmart and Woman’s Day magazine to bring consumers the Toy Insider, a special supplement featuring the hottest toys and gifts for the holiday season. The fifth annual edition of the Toy Insider will appear in the November 17 issue of Woman’s Day. The Toy Insider features expert toy and gift recommendations at all price points, making it easy for parents and grandparents to find the perfect holiday gift for every kid on their lists. All of the toys in the guide have been selected by a panel of toy trend experts, led by industry veterans Jonathan Samet and Laurie Schacht, group publisher and president, respectively, of Adventure Publishing; Jackie Breyer, editor-in-chief of The Toy Book, the leading trade publication in the toy industry; and Reyne Rice, 30-year toy industry veteran, toy trend expert, and trend consultant.

The Toy Insider team spent the past year reviewing and evaluating all of the latest toys to identify the most compelling and hottest new products to help gift-givers get an early start on their holiday shopping.

Jam-packed with 96 toy recommendations from more than 50 different manufacturers, the Toy Insider is a convenient and user-friendly guide. It includes gift ideas for all ages and both genders, broken out by age group (0-2 years old, 3-5 years old, 6-8 years old, and 9+). Each section features a description of the developmental needs and inter-

18 • THE TOY BOOK

ests for that specific age group to assist busy parents and grandparents in finding the perfect gift. A toy skill key, located on the Hot 20 page, provides a list of icons that are matched to each toy, offering even greater assistance with age-appropriate gift giving.

“The holidays are often a busy and stressful time for parents, and we’re thrilled to help ease that stress by providing terrific gift recommendations for kids of all ages,” said Jonathan Samet, publisher of the Toy Insider.

“Over the past four years, we’ve gotten terrific feedback on our guide from parents and grandparents, so we’re excited to share our fun, affordable picks for 2010.”

Many of the Toy Insider picks are available at Walmart.com and Walmart stores nationwide, making holiday shopping convenient and affordable for parents and grandparents. For more information on availability, please visit www.thetoyinsider.com.

Garnering millions of consumer impressions last holiday season, in outlets such as ABC News Now, The CBS Early Show, Fox & Friends, Bloomberg News, USA Today, Wall Street Journal, BusinessWeek, Forbes, and Los Angeles Times, The Toy Insider is again poised to make a splash with national and local print, broadcast, and online media outlets during holiday 2010. For more information on the Toy Insider, including how to participate in the 2011 guide, please contact Jonathan Samet or Laurie Schacht at (212) 575-4510.

■

SEPTEMBER/OCTOBER 2010

Talking Social Media

Social Media A Company’s Friend and Foe PART 1

OF A SERIES

by Andy Marken, Marken Communications

T

he reach of the internet has opened the door for companies to be in direct touch with millions of individuals who want to obtain information and discuss your company, products, services, and capabilities.

They have thousands of online outlets to research virtually anything and anyone that exists on the planet. The challenge for companies is how to participate with these people, win them over, or neutralize their issues.

There’s so much information and misinformation surrounding the power and magic of social media that company management and marketing probably feel like deer hypnotized by the headlights of a semi on the highway.

Everyone “knows” social networking is going to change the face of company and product marketing. It will reshape the relationship with a firm’s partners and customers. It will potentially reshape the consumer’s impact on the company.

We all know that word-of-mouth advertising is the most powerful––good and bad––promotion for a company that exists. As a result, companies, departments, and individuals are setting up social-network pages, signing up for microblogs like Twitter, establishing management/marketing blogs on their website, and establishing customer forums on the web.

20 • THE TOY BOOK

The challenge is to see the true value of social media for your business.

TACKLING THE UNKNOWN Most managers are, understandably, uneasy about social media because it turns the conventional idea of marketing and brand image management upside down.

Today’s customers don’t want to be advertised at, they want to research products and services in their own time and in their own way. They want impartial opinions from other consumers and product experts about the promises made by the company.

The shift of control to customers is a major concern by executives as they read about other companies’ bad publicity that has spread like wild fire.

But a recent study

by Cisco, a worldwide networking company, suggests that being overly cautious is short-sighted; the control paradigm has shifted and there is no turning back. Social media and social networking are here to stay.

Social media tools, outlets, opportunities, and complexities are still in their infancy and will continue to evolve and influence the way “business as usual” is conducted. To ignore the influence and power of social media, as well as the internal guidelines (which must be established), can only lead to misuse by members of the organ-

SEPTEMBER/OCTOBER 2010

ization, accidental disclosure of company or product information, or misrepresentation of the company and its products, services, policies, and image.

FORGET THE EXPERTS

Employee social media activities

There are no hard and fast rules. In truth, there really are no “experts” you can turn to to deliver “safe,” reliable, and guaranteed social media approaches and activities.

Anyone who makes that claim is blowing smoke.

The most I can do in this series of articles is help you understand how you can get started and what consumers are doing and their options, plus recommend activities to enhance, improve, and profit from your consumer relationships. By carrying out a strong, proactive social media plan, a company can gain the consumer’s trust, ongoing loyalty, and product and service support.

Below is what marketing executives believe are the main benefits from using social media in marketing:

Benefits of Using Social Media Marketing Customer engagement

85.4% 65.0%

Direct consumer communication

59.9%

Speed of feedback/results

59.1%

Learning customer preferences

51.1%

Low cost Brand building

48.2 %

Market research Credibility of the “crowd” Reach

42.3 %

Everyone in an organization can (and probably does) have a social networking account such as Facebook, Twitter, LinkedIn, or a blog. Controlling these activities is practically impossible, so you have to respect and trust employees by giving them basic ideas and guidelines on what can and can’t be done, and who they can turn to for assistance or answers when questions arise.

Third-party management Every management team relies on outside experts and assistance, either public relations and communications, support/service, product design, or manufacturing. They need clear guidelines on who can speak on behalf of the company and on what subjects.

Enabling technologies Most people don’t involve their IT experts when social media activities are initiated because the efforts are conducted outside the company’s IT infrastructure. Ideally, however, you will want to incorporate some of the information and findings into your business applications and activities. Plan for the long-term because social media marketing will be with you forever.

40.1 % 37.2 %

Great lead generation source 21.2 % Customer service 17.5 % Source: Marketing Executives Networking Group (MENG), 2008

SOCIAL MEDIA MARKETING The challenge online for an organization, both public and private, is to develop sound relationships and meaningful one-on-one discussions.

Before you begin any social media plan, some level of internal governance––usually ad hoc––must be exercised, including:

Which social media initiative The web offers a wide palette of social media avenues

SEPTEMBER/OCTOBER 2010

and you need to determine which one(s) you want to start first. Then decide when, how, and who will be the “owner(s)” of the initiative(s).

Building a relationship with customers can turn loyal customers into strong extensions of the company, its marketing, and its products. They can become key figures in recommending, promoting, and defending you online and off.

Social media can be your worst enemy and your best friend. Doing it right isn’t just “nice;” it is important to your organization and its success.

KNOW WHAT THEY’RE SAYING Customers have gained a new sense of enablement with today’s one-to-one social media that allows them to express themselves globally and effortlessly. They can voice their opinions, issues, concerns, or recommendations to anyone who surfs the web to find information.

In the marketing industry, you have both B2B (business-to-business) and B2C (business-to-consumer) com-

THE TOY BOOK •

21

munications. B2B was easy: you talked with distributors, retail management, and buyers. B2C was something usually left to customer service and customer support because they handled product or service questions and problems.

They resolved it and life went on. But, social media has changed it all.

The web’s social media watering holes make it possible for people to get purchasing assistance beyond their own research and the folks next door. Suddenly, guidance and assistance are only a few clicks away.

THEY’RE THERE Information and recommendations—good, bad, and ugly—are everywhere. It has also become more difficult to separate fact from fiction, hype from reality, blind love and lust from true satisfaction.

Right now, there are probably three billion people online with more than three million social media options, including blogs; micro-blogs, such as Twitter and Yammer; Wikis; public consumer networks, such as Facebook and MySpace; private social networking tools, such as Lithium and Mzinga; public news, information, and entertainment websites, such as YouTube and CNet; and a slew of consumer websites. Keep in mind that word of mouth leads to more than 50 percent of most purchasing decisions. That beats advertisements, literature, trade shows, demonstrations, and publicity hands down.

The very best sources, according to Forrester Research, are family members or friends. And, according to the ORC (Opinion Research Corporation), they check: customer reviews/ratings (57 percent), blogs/forums (50 percent), online videos (48 percent), social sites (43 percent), RSS feeds (27 percent), and microblogs (8 percent).

THE SEARCH IS ON The web and social media have become the first place people turn when they need a product, a service, a solution, some assistance, an idea, or simply want to share information with others.

Social media can not only help companies sell something, it can help companies find out what their competition is doing and how they’re being received, and help to find out what people are saying about their own company, where they are saying it, and why.

The following are results from a survey, which asked

22 • THE TOY BOOK

respondents to rate the value of different sources of information on a five-point scale:

Leading Online Resources of Customer Information Search engines

3.79 3.69

Online rating systems Discussion forums

3.52

Blogs

3.24 3.11

Company websites Government/consumer advocacy websites

2.50

Social networking websites RSS YouTube Microblogging websites

2.88

2.35 2.14 2.09

Source: Society for New Communication Research, 2008

Comments about your company, your policies and programs, and your products and services can sweep like wildfire on an open plain, influencing consumers, partners, and even the government. It can be good or bad. If it is negative, it can cost time and money and it can take work to bring customers back (and some will never return). If it is positive, it may overrun your ability to meet consumer demand.

As online communities increase in size, companies will refine their activities to develop “word-of-mouth equity” that can be used to strengthen their understanding of the customer’s wants and needs (both present and future), produce sales, and blunt the effect of cheaper store brands compared to name brands. It can also be drawn upon when problems and issues arise.

That’s why it’s important to be proactive in the social media arena.

■ This is Part 1 of a series. Andy Marken is a marketing and communications consultant with more than 30 years of experience. He has written more than 400 articles for the business, consumer, and trade press on industry issues and how technology can and will be used by the average person. In addition to consulting with and being a spokesperson for major clients, he also speaks on industry subjects including management, marketing, and customer/consumer relations.

SEPTEMBER/OCTOBER 2010

Connecting with Consumers Using Social Networking to Enhance the Retail Experience

by Elizabeth A. Reid

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n August 2009, Disney began to promote the launch of Thinkway’s Toy Story toy line by talking straight to the fans via the man who started it all, John Lasseter, creative chief of Pixar Animation Studios and director of the first two Toy Story movies. A seven-part YouTube series narrated by Lasseter, called “John Lasseter of Disney•Pixar Talks Toys,” gave fans the inside scoop on how he came up with key characters in the movies: Woody, Rex, Buzz, and, most amusingly, Mr. Potato Head. “I thought,” said Lasseter to viewers, “if my facial features fell off every day, all the time, I would have a big chip on my shoulder.” He then unveiled Thinkway Toys’ Mr. Potato Head Action Figure, a part of the Toy Story Collection.

The series was a hit; while fans eagerly awaited the release of Toy Story 3, they turned in droves to YouTube, Twitter, and Facebook. The series garnered more than one million views and spawned a debate on YouTube about which Toy Story character was the best. Sprinkled in between comments about Mr. Potato Head’s best line were comments testifying to the greatness of the Thinkway toy.

Strategies like this are why The Walt Disney Company and other kids’ brands are on the list of top companies that use social media. A 2010 Flowtown survey named The Walt Disney Company as the No. 4 “most social” Fortune 100 company with the most employees taking advantage of social media. Disney Consumer Products (DCP), under the handle Disney Living, has more than 5,000 followers on Twitter, 180,000 “likes” on Facebook, and 6,500 subscribers on YouTube. “I think a lot of them are really looking for a place, a community to find people like themselves who share that same interest and enthusiasm,” says Nidia Tatalovich, director of corporate communications at DCP. Consumers visit social media websites for a variety of reasons. Some are looking for first-hand, personalized information on a brand that they are really crazy about. Some are looking for a great deal, such as a coupon that is posted exclusively on a social media website. And others love watching exclusive, behind-the-scenes footage, such as Lasseter’s explanation of Toy Story, all of which can help boost a company’s marketing plan.

24 • THE TOY BOOK

“It’s simply not possible today to have an effective marketing program without a major social media component,” says Stephanie Azzarone, president of Child’s Play Communications. “Blogs, Facebook, Twitter, and other social-networking communities are where people live now and where they turn for product information and purchasing recommendations.” For 20 years, Child’s Play has used traditional public relations, social media, and word-of-

mouth campaigns to help companies reach out to moms.

The agency uses a variety of resources, including its Team Mom network of mommy review bloggers, and hosts events including Twitter parties, blogging brunches, and mom networking events to connect brands with mothers.

Azzarone advises that companies should have accounts on all the major social media channels. “Reach one mom blogger or one prolific ‘Tweeter’,” she says, “and you may

CONTINUED ON PAGE 114 SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010 To y BOOk e X c l u s i v e Maisto and Marvel Team Up

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arvel Super Hero Squad Caricature Aircrafts are new from Maisto International, Inc. Each of the six characters has its own plane and, with wingspans of approximately four inches, they’re just the right size for little hands. Kids can choose from Captain America, Dr. Doom, Iron Man, Silver Surfer, SpiderMan, and Thor. The products feature a sturdy die-cast metal and plastic construction.

Captain America

To y BOOk e X c l u s i v e ITC Blasts the Bad Guys

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n the Shootin’ Gallery, the latest product in the Hunter Series by Interactive Toy Concepts, players walk through the course blasting away at the bad guys—and avoiding the good guys. Players set up target stations and hit the timer. Each station has two sides (a good guy and a bad guy) and they are activated in a miscellaneous pattern. Blast the bad guy and score a point; hit the good guy and the game’s over. Each station interacts with the infrared blaster and uses the same technology as the Hunter Series. Shootin’ Gallery is for ages 10 and up.

The Rescue Helicopter, for ages 8 and up, is an R/C toy equipped with a fully functional rescue widget. The helicopter has full digital proportion control and three-channel flying. The company will also debut the Squeeler, an R/C toy that can move forward, backwards, left, and right, as well as flip, spin, tilt, and pause. The Squeeler is also for ages 8 and up.

ITC has partnered with Electronic Arts to bring the Medal of Honor brand to life with a series of remote-control vehicles, a tank, a helicopter, a jeep, an assault vehicle, an ATV, and others. Each vehicle will be able to interact with the others, offering game play for up to six people.

Each item will have its own unique battle style and damage results. Also included will be mission objectives and game play accessories.

Squeeler

26 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

To y BOOk e X c l u s i v e

To y BOOk e X c l u s i v e

Stuffed Animal House Launches Bird Line

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JM Licensing, Inc., has signed plush maker The Stuffed Animal House as a new licensee for its Peterson Field Guides program. The Stuffed Animal House, founded in 1984 in Langley, British Columbia, Canada specializes in animal-shaped plush, and will be launching an initial range of 10 plush birds that have been featured in the Peterson Field Guides series. The plush will feature accurate colors, realistic details, and authentic bird calls via sound chips. Accompanied with the birds will be hangtags with facts, information, and mapped locations.

The Stuffed Animal House will donate a percentage of the sales of the first launch to the Roger Tory Peterson Institute (RTPI) of Natural History, which was created to teach school children about the natural world. The RTPI also houses exhibitions, programs, and special events about the natural world.

Red-Winged Blackbird

Littlest Pet Shop Pets from Moose Mountain

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ittlest Pet Shop Pets hit the red carpet in the Littlest Pet Shop Pawparazzi Play Tent by Moose Mountain Toymakers. The front door flap of the tent opens to reveal a walk of stardom that kids can use to model their pets. The tent also features an open-air mesh roof and peek-through windows.

The Fisher-Price Big Action Front Loader is a fully equipped ride-on construction vehicle. The vehicle includes realistic styling, action and construction sounds, and working roleplay parts. The two handles on the truck control the bucket for digging, dumping, and hauling, plus the front loader features big rig tires.

Littlest Pet Shop Pawparazzi Play Tent

To y BOOk e X c l u s i v e K’NEX Dresses for the Weather

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’NEX introduces new building sets that teach kids about dressing for different types of weather. Kids can build Elmo in his snow gear with a pine tree, create Elmo in his raincoat with a rainbow, or construct Cookie Monster in his swimsuit with a beach scene. Licensed by Sesame Workshop, Elmo’s Chilly Day, Elmo’s Rainy Day, and Cookie Monster’s Sunny Day building sets each include a corresponding Play & Learn sheet with educational parent-and-child activities.

For kids in seventh grade or higher, K’NEX releases the Patriot Bike Building Set and the Pirate Bike Building Set, officially licensed by Orange County Choppers. Builders can customize their own choppers, just like the boys on OCC. The collectible, 1:6 scale bikes feature stylized, chrome-colored parts.

28 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

To y BOOk e X c l u s i v e Top Trumps Has Top Properties

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op Trumps card games are similar to War, which is played with normal playing cards. But instead of featuring a number and a suit, Top Trumps cards feature statistics such as speed, skill, strength, and more that coincide with the theme of the deck. The object of the game is to beat—or trump—your opponent’s card by choosing your best stat for that card. The player that trumps wins the card, and the game keeps going until a player wins the entire deck.

No matter who or what your card is, a player has the chance of winning the card if he or she chooses the right stat. With each card crammed with new information about themes such as sharks, skyscrapers, Star Wars, Harry Potter, the U.S. Army, sports teams, comic book heroes, and more, Top Trumps allows players to learn about a variety of topics.

New Top Trumps card games for 2011 will include Moshi Monsters, Go Go Crazy Bones, Harry Potter and the Deathly Hallows, Top Trumps Activity Super Hero Squad, and Top Trumps Tournament Marvel.

Fall Toy Preview 2010 Insect Lore Beams Bugs

Giddy Up Erupts at Dallas

ith Insect Lore’s Beam-A-Bug Insect Fright Night Light, kids can watch shadows of crawling creatures dance around their bedrooms.

The Beam-A-Bug uses cool LED light to project the shadows of real live bugs onto the ceiling or walls. The light comes with a green grasshopper-like base— complete with glowing eyes—that holds a screwoff, light-up dome. Any bug or worm can be placed inside the transparent dome to become a giant silhouette. The Beam-A-Bug enters stores next spring.

olcanoes can shoot rocks and gases miles into the air, and their lava can outrace a speeding car. Giddy Up’s new Scientific Explorer kit allows users to create an amazing volcanic blast, safely, at home. The Lava Blasting Volcanic Kit, for those ages 8 and older, also teaches users how volcanoes form and why they explode.

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30 • THE TOY BOOK

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SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010 Spin Master Has a Dance Party

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pin Master’s Liv girls are going out dancing. The Liv Dance dolls—Hayden, Katie, Daniela, Sophie, and Alexis—come to life with legs that can move and do real dance movements. And to get ready to go out, each doll features a wig that can go from fabulous to glamorous.

The Zoobles Birthday Party Playset will be the newest product in the Zoobles collection. The play set includes a surprise pop-open elevator feature, hot spots that magnetically “pop” the Zoobles open to life, a fun slide for Zooble play, and accessories for a birthday party. The play set also includes an exclusive hedgehog Zooble and mini Zooble friend.

An update to the Air Hogs Vectron Wave hovering UFO is the “shoot ’em up” challenge, the Air Hogs Vectron Wave Battle. With this product, kids try to shoot down the Vectron Wave with a Laser Shooter control. The updated Vectron Wave senses the laser beams so it can move away from it, making it harder to catch. The product can also be played as a regular Vectron Wave, and will hover above your hand as you control it.

New for spring are Spin Master’s Party Animals. The tiny bears have an extensive collection of costumes that you can slip on and off for dress-up play.

A single pack includes one bear, one costume, a dangler string to hang Party Liv Dance doll Animals from your backpack or purse, a collectible sticker, and a collector’s guide.

More than 10 unique bears, more than 70 costumes, and several play sets will be available.

Spin Master will also release Mighty Beanz Machines, vehicles that Beanz can sit in; and Moon Dough Magic Zoo, which kids can use to build their own zoo animals.

Carry Cake, Party Animals

Alex Stacks and Balances

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lex’s Balancing Baker is a great way to introduce kids to the concepts of weight and balance. For children ages 2 and older, the toy includes 16 wooden, colorful cakes that are stacked on the baker’s arms, which act like a seesaw.

Dirty Cars features two cars that can be washed clean in a tub. Dip the cars in warm water and the dirt disappears. After the phthalate-free cars are washed they can be dried on the bathroom wall by using the attached suction cups.

Kids can load up Noah’s Ark with six different animals and then place them in front of the mirror to see their mate. The ark holds all the animals and has suction cups that can be attached to the tub or tile wall.

Knot, Smile & Cuddle is a kit that includes a pre-sewn “cuddle quilt” (38 inches by 46.5 inches), 42 fleece strips, and easy instructions. Kids can cuddle up with the brightly colored, smiley face-decorated fleece blanket and knot the blanket’s sleeves to add fringe. There is no cutting or sewing, just knotting.

Balancing Baker

32 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010 Schleich Brings Longhorns to Texas

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hleich is introducing new animal family members to the company’s World of Nature line to complete family units, such as the Texas Longhorn Cow and Calf, which will join the already released Texas Longhorn bull. Texas Longhorns are a tough breed with strong instincts. They can live in arid areas for long periods, feeding on weeds and cacti. The animals are also known for their distinct, handlebar-shaped horns that can grow to more than four feet in length. Calves of Texas Longhorns can stand up sooner than other breeds, and begin to walk soon after birth.

At Fall Toy Preview, the company will also showcase new Smurf collections. Next year, Sony Pictures will bring The Smurfs to the big screen in a release slated for August. Schleich regularly introduces Smurf collections every year, including characters such as Papa Smurf, Smurfette, Brainy, Jokey, and more.

All Schleich figurines are hand-painted.

Texas Longhorn Cow and Texas Longhorn Calf

Guidecraft’s Green Manipulatives

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uidecraft’s new series of Green Manipulatives encourage children to teach themselves through the process of creative exploration. The Fraction Action Board, Shape and Color Sorter, Fraction Cups, Gradient Sorter, One to Four Sorter, Fraction Pairs, and Sun Sorter are each composed of chunky wooden pieces and storage trays that allow for multiple skill-building activities.

The eco-friendly items are made from rubberwood and are stained with low VOC aniline dyes.

Each set also includes an activity guide of prompts for various sorting, arranging, counting, categorizing, and stacking techniques.

34 • THE TOY BOOK

Tek Nek Rides into Fall Toy Preview

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ek Nek Toys is including a new feature in its Legacy Grow-With-Me Pony: synchronized mouth movements as the pony talks and sings. Rockin’ Rider Legacy Grow-with-Me Pony starts out as a soft rocker for babies ages 9 months and older, and then can be converted into a spring horse for little riders up to 3 years old. To switch between rocking mode and spring horse mode, adults pull apart the base, flip it upside down, and reassemble, with no tools necessary. Legacy, the plush horse, comes with a detailed saddle and removable safety seat, easy-grip handles, two-position stirrups, and a wide, sturdy base. Parents can also control the volume and switch the sound effects on and off.

SEPTEMBER/OCTOBER 2010

New Snuggles from Noodle Head

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oodle Head is debuting new Snuggles—children’s neck pillows that double as travel buddies. The new Snuggles, Multi-Color Dog and Multi-Color Cat, are brightly colored, soft, and support heads during travel. The Snuggles are also machine washable and hypoallergenic.

Multi-Color Cat

Multi-Color Dog

PlaSmart’s Epic, Perplexing Puzzle

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laSmart, the maker of the popular maze game where players must maneuver a small marble around challenging barriers inside a transparent sphere, is introducing Perplexus Epic with 125 barriers to conquer. Players select which track they would like to attempt, and then must work with gravity and carefully shift, flip, and twist the sphere to guide the marble to the end.

Players that aren’t quite ready for the original Perplexus challenge can practice their skills with Perplexus Rookie.

The rookie version offers 74 barriers.

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010 Blue Orange Says, “Spell It” to Win

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pell it!, by Blue Orange Games, is a 20-minute word game for two to six players. To play, spellers roll the five alphabet dice to whip up words related to the given theme.

Spell a word and win a chip. The game is packaged in a velvetlined tray, and includes 28 chips and the five dice.

Mudpuppy Press Introduces Pop-Up Playspaces

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layspaces, by Galison/Mudpuppy Press, are 3-D pop-up play sets featuring two interlocking boards that create four individual scenes. Each Playspace—in the six different themes of In the Castle, My School, My House, At the Garage, Monster Mansion, and In the Barn—includes stand-up characters.

Also new for spring 2011 are the company’s Wooden Magnetic Sets. The illustrated wooden sets of numbers and letters have magnetic backing and are packaged in an illustrated milk carton case with a resealable double-snap closure. The sets are offered in four designs: Painters Palette Letters, Painters Palette Numbers, Playful Patterns Letters, and Playful Patterns Numbers, and include 40 pieces in each set (1.75 inches tall).

Flip & Draw is a new twist on an old favorite. The coloring pads have three individual sections that allow kids to mix and match characters’ parts. Each book contains 10 pre-drawn figures and five blank sets that kids use to create their own characters. Sets include Farm Animals, Robots, Fairy Tales, Monsters, Let’s Dress Up, and When I Grow Up. Playspace, Monster Mansion

SEPTEMBER/OCTOBER 2010

Mega Bloks Adds Hello Kitty

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ello Kitty will be available as Mega Brands Mega Bloks in spring 2011. For ages 4 and up, girls will be able to choose from several Hello Kitty products. The Hello Kitty Create & Decorate House allows kids to create, furnish, and embellish four rooms with play accessories. This collectible play set includes Hello Kitty and her twin sister Mimmy figures, 70 building pieces, and tiny furniture pieces. With the Hello Kitty Flower Shop, kids build flowers and choose their favorite color pot to plant them in.

The set includes Hello Kitty, her friend Hello Kitty School Fifi, and themed accessories. Also new for 2011 will be the Hello Kitty Sweets Store, Hello Kitty School, Hello Kitty Build & Play Garden Asst., and Hello Kitty Collectible Buildables.

Mega Brands’ Blok Squad Playsets feature everyday heroes from the city of Bloktropolis. Squads include construction, police force, fire patrol, and space squads. Most are for children ages 5 and older, but the Ultimate Asst. Construction Site is for 6 years and older. This 365-piece set includes three different vehicles—steamroller, bulldozer, and truck with a tow bed—three construction workers, and accessories. Other sets for 2011 will include Police Force Pursuit, Ultimate Asst. Astro Exploration, and more.

Mega Brands’ Dragon Universe sets let kids embrace a Dragon vs.

Warrior style of play. With the Hyper Assault Dragon Slayer set, the Mako goes head to head with the enemy Predavor Dragon. The Mako Assault Flyer has embedded Power Core Engines, fully functional missile launchers, and a built-in flight stick for easy maneuvering.

Other sets include the Dragon Egg Assortment and Dragons and Vehicle Assortment. The sets are for kids 6 and older and will be available in spring 2011.

Hello Kitty Create & Decorate House

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010

Spotlight on: Tree House Kids The Toy Book Chats with Todd Schuring, President What does Tree House Kids do to remain relevant in today’s toy environment?

We focus on what we are good at, licensed toy trucks and play sets. We have a unique outdoor action theme that sets our line apart and we continue to introduce new relevant vehicles to our basic line every season. This year, we expanded our same concept into radio control, which not only fits our motto, but it is proving to be a great line extension. There has been a real shift in our industry, so in order to remain relevant I think we need to focus on our strengths.

You sell into diverse outlets, from Toys “R” Us and Walmart to Tractor Supply and Bass Pro. Who is your consumer and how do you reach such a diverse audience?

Our toys are all very specifically themed. That allows us to target specific account demographics. For example, we make a Bass Boat set that is perfect for Bass Pro Shops’ outdoor guest and we make a horse trailer set that is terrific for Tractor Supply's farming base. The majors are a

mix of everything. For Toys “R” Us we may customize the program to be more “extreme” themed and less farm.

How important are licenses to the vehicle and R/C categories?

Licenses play a major role in today’s entire toy market. Whether it’s a great property or a hot new truck, people associate and identify with the licenses. Our goal is to make sure we offer every high-profile licensed vehicle available. One exception to the need for licenses is innovation. We’ve seen that in R/C with Spin Master and others and typically there needs to be some television promotion to make the consumer aware of the features and drive traffic to the stores.

What is on the horizon for Tree House in 2011?

Next year is our 10 year anniversary. We are launching our new R/C line and expanding our Imagination Adventure Series with the new Ram, Ford F350, Jeep, Polaris, and more.

Tree House Kids Expands into Licensed R/C Trucks

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ree House Kids, Inc. is expanding its R/C line to include officially licensed radio-controlled trucks, as a part of its Imagination Adventure Series. The trucks will include the heavy-duty R/C Ford F-350 Remote Control and RAM 3500 Laramine SLT, which feature opening doors, tailgates, tow winches, and trailer hitches. Kids can haul a bass fishing boat by using the detachable trailer on the Ford F-350. Other sets will also include a fully articulated action figure and accessories, all inspired by hunting, fishing, camping, and riding the dunes.

38 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010 World Tech Takes to the Sky

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orld Tech Toys introduces the Vortex 3.5CH Land and Sky Electric R/C Helicopter with gyro technology, which means no more crashing and replacing parts, and makes the ’copter super easy to fly and maneuver. For people of all skill levels, the helicopter features a coaxial rotor and a single rear rotor for precise control.

The 3.5 channel control allows the R/C to go forward, backward, up, down, left, right, as well as hover. Flip the switch on the transmitter to running mode and pilots can drive the Vortex on the ground like a car, making it a two-in-one R/C toy. The product is ready to fly out of the box, with no assembly required. The heliVortex 3.5CH Land and Sky Electric R/C Helicopter copter requires six AA batteries for the transmitter/charger.

The Mini Buggy Electric R/C Car is small enough to fit in the palm of a hand (five inches), but is rugged and can haul on and off road. The buggy features a working front and rear suspension, working headlights, rear-wheel drive, adjustable front-wheel alignment, and full-function control. Available in four different colors, up to four can be driven at the same time.

R/C collectors can become Drift Kings with the Extreme Drift Reventon Electric R/C Car. The R/C has fully functional radio control, four-wheel drive, and special plastic drift tires so drivers can drift in any direction with ease. Also included are working headlights and taillights, and if they aren’t in the mood for drifting, drivers can swap out the drift tires with the included spare rubber tires to grip corners. Four AA batteries are needed for the car and two AA batteries are needed for the transmitter.

Play, Nest, and Carry with Chicco

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hicco’s new multi-functional Baby Nest has four functions: it can serve as an activity mat, baby nest, gym, or bag. Two pendants on the gym play melodies, light up, and feature various sound effects when activated. The gym, which can be used indoors or outdoors, also features a cozy atmosphere for relaxation.

The Safari Car is a two-in-one activity car panel that is ideal for travel. The panel has soft, fading lights and plays melodies for 15 minutes to help baby fall asleep. Babies play with the walkie talkie-shaped remote control to activate the animal sounds and fun melodies. The panel is soft to satisfy car safety requirements and features a universal fastening system.

The company also introduces a new bicycle, the Red Bullet.

The lightweight bike, approximately six pounds, has a metal frame, soft seat and tires, and an adjustable bar and seat.

Baby Nest

40 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010 Haywire Prepares for Bed

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n The Haywire Group’s new game, The Cat’s Pajamas, the cat is in bed but his five pairs of pajamas are making him too hot to sleep. Players move their cat around the board aiming to get him down to his Nighty Whiteys so he can finally catch some Zs. Depending on where each player lands, if he or she has a matching top or bottom in either color or pattern, then the player can remove a pajama piece. The Cat’s Pajamas is the company’s first “no-reading required” game for players ages 3 and up.

New ZipBins from Neat-Oh!

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he Neat-Oh! Safari-Land Jumbo 2-Sided Playmat gives kids’ jungle animals a place to prowl. The playmat includes four museum-quality animals and a large wipe-clean, two-sided playmat with wild animal artwork on both sides.

The Hot Wheels ZipBin Patch RaceCase Backpack is a limited-edition toy backpack for carrying Hot Wheels vehicles and other items. When unzipped, the backpack becomes a racing center with drivable roadways.

Unzip the medium-sized Lego Duplo ZipBin Toy Box and Playmat and enter an animal-themed playscape. When play is done, all the bricks can be housed inside. Lego bricks are not included. There is also a City version of the ZipBin. Neat-Oh! is also introducing the Lego 2-Sided Playmat, with artwork on each side, and the Lego Duplo ZipBin Large Toy Box Playmat.

Stay tuned because Neat-Oh! International, LLC will announce four new licenses for its ZipBin line at Fall Toy Preview.

RaceCase Backpack

Silverlit Gets Ready for Captain America

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imed to hit shelves a couple of months before the July 22 big-screen release of The First Avenger: Captain America, Silverlit is introducing a Captain America motorcycle, featuring race mode and wheelie mode. The bike can move forward and spin, and features a fixed figure on top.

Head Shotz is a new line of collectible characters that compete in an R/C battle. Targeted to boys ages 5 to 9, the R/C characters roll, battle, open to attack, and can shut down their opponents’ ability to function. The line is set to launch with four characters and three battle groups in fall 2011.

Jojo the bunny is back next year with an extended line. Max is an adventurous puppy that is friends with Jojo, Maggy, and Bud. For both boys and girls ages 18 months to 4 years old, new 2011 products will include Max Bump Bump, Splashing Max, Max’s Peek-A-Book Ball, Train My Puppy Max, Hide & Seek Eggs, Max Town Racer Playsets, and Jojo’s Treehouse Racer Playsets.

42 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010 International Playthings Maps It Out

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anzoon Interactive Talking Maps, by International Playthings, feature interactive elements to teach kids about the world. Kids simply press on the surface of the map to hear and learn. Animap, for kids ages 3 and up, teaches fun facts about 72 animals that live around the world, and MapWorld, for kids ages 6 and up, details more than 1,000 facts about 78 countries. These maps are lightweight and offer multiple quiz modes to test a child’s knowledge after he or she has used the discover mode to explore and learn.

Whipple is a non-edible crafting crème with the consistency of whipped crème that kids can use to become pretend pastry and dessert designers.

Packaged in a squeezable bag, kids ages 7 and up can use Whipple to decorate plastic cakes, cupcakes, ice cream, and other play treats. The pretend food can also be decorated with “bling,” beads, or “fruit.”

MapWorld A hot new kids’ craft in Japan will now be available in the U.S. Whirl ’n Wear Charms offers an easy way for kids ages 5 and up to get creative with cute and collectible charms. Just arrange the provided charms to create the style you like, give the machine a spin, insert the string threader, and with another quick spin you have a unique bracelet, necklace, or key chain to wear or give as a gift. A range of refill packs feature a variety of themes and charm styles. The Spectacular Spinner Set includes the automatic stringing machine, 37 large charms, 48 small charms, 12 end fasteners, three key chain attachments, four large spacers, four small spacers, and more than 9.5 feet of clear elastic string. Refill pack themes include Hamburger Shop, Fruits Parlor, Desserts, and Letter Charms.

Box Creations Plays Pretend

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ox Creations’ corrugated play structures take the guesswork out of what to do for playdates, rainy days, and birthday parties. The Medieval Castle is large enough to accommodate two to three children. The structure includes pre-printed lines and colored markers so kids can create a castle fantasy. The castle gate can be lowered over the moat and kids can stand in the castle town and look out over the countryside.

The Classic Cottage, for up to three children at a time, comes complete with detailed printed line work and colored markers. The playhouse includes real swinging doors, swinging windows, a mailbox, and a chimney. Additional ideas are provided with the cottage, allowing kids to customize their own cozy cottage with household items.

The Princess Carriage includes two authentic lanterns, swinging carriage doors, and a sunroof. Like the other playhouses, the carriage features pre-printed line work and is packaged with colored markers.

It’s the final frontier! The company’s contemporary Space Shuttle accommodates up to two children inside. Kids use the flip-up booster door in the back of the shuttle to enter, and can flip the front windshield for peek-a-boo play. The Space Shuttle can be easily positioned on its tail for take-off position.

All of the products are eco-friendly.

Medieval Castle

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44 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010

Spotlight on: The Bridge The Toy Book Chats with Jay Foreman, President We did a Q&A in mid 2009 to discuss your fundamental plans for The Bridge. How have your plans developed or evolved?

Well, we have a direct-to-retail program with Toys “R” Us, a joint venture deal with Cookie Jar on Richard Scarry’s Busytown, an ancillary category consolidation deal with Cepia for Zhu Zhu Pets, and a straight licensing deal for Justin Bieber, so I’d say we are well on our way to executing our plan to be a diverse sourcing and supply solution provider for retailers and licensors. The last piece is that we are now looking for just the right company to handle the back office agent work out of our Hong Kong office.

Does the experience of launching The Bridge have any parallels to when you launched Play Along?

It’s a bit easier because I have 11 years more experience and a lot more capital to work with. However, I am still experiencing questions like, “So who do you sell to, or what products does the Bridge make?”. It’s like saying to a baseball player that moves from the National League to the American League, “Can you hit the pitches in this league?”.

Hey, I’m the same guy that made all those Care Bears and Hannah Montana dolls! Of course, the market is much more challenging now between the economy and production challenges in China, as well as testing.

It all seems to come back to celebrity dolls. You launched Play Along with the Britney Spears doll, and now you are launching The Bridge with Justin Bieber. A coincidence?

46 • THE TOY BOOK

It’s really amazing. The timing is exactly the same. We closed the Britney deal in July of ’99, and we were shipping by the end of September. We got the Justin deal this past July and will be shipping in September with product on shelf in December. It’s every bit as exciting. You never lose that feeling of closing the deal and selling the product! In the end, I think it just comes down to experience. There are not many people with the experience to turn key a project like this in 90 days.

What other celebrity dolls have you done over the years?

At Galoob, I did the Spice Girls dolls. That was with Simon Fuller—yes, the same guy that created American Idol! When my partner Charlie and I started Play Along, we did the Britney Spears dolls with Signatures, later did the Hannah Montana dolls with Disney, and in between we did action figures of Eminem, Kiss, Bruce Lee, as well as dolls of Pamela Anderson, Mandy Moore, Aaron Carter, Serena and Venus Williams, and many more.

How do you get these deals? You must have some great connections.

After 25 years, you make some friends! Also be nice to everyone and don’t B.S. people. Especially music people.

They can smell it a mile away!

What else are you working on in the toy industry for 2011?

Of course the Justin Bieber line and our line of Zhu Zhu Pets product is keeping us pretty busy, but our introduction of Busytown is a very important project for me personally.

SEPTEMBER/OCTOBER 2010

The Bridge Has Bieber Fever

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he Bridge Direct, Inc. will launch a new line of toys featuring teen heartthrob Justin Bieber. Soon Bieber fans can enjoy the star’s songs anywhere with the Justin Bieber Music Video Collection Singing Figures. The collection of detailed 12-inch figures are miniature replicas with Justin’s signature hairstyle and authentic JB fashions available in Street Style, Awards Style, or Red Carpet Style. Each figure plays a 30-second clip of one of his hit songs, either “Baby,” or “One Less Lonely Girl,” and comes with accessories such as a guitar or a director’s chair. Also included is a mini photo book with photos of Justin.

Kids can pretend they are singing right along with JB with the Justin Bieber InConcert Microphone. Each microphone plays Justin’s “One Time,” and “Somebody to Love,” and sound effects. Also to come is Justin Bieber Signature Plush, which showcase some of Justin’s signature looks. The collectible bears will be available in gray, tan, brown, and white, and will wear hoodies, hats, or T-shirts in a variety of Justin-like styles and colors.

The company is also introducing new Zhu Zhu Pets products for 2011. Zhu Zhu Pets Plush will be available in three-inch micro plush and sixinch plush with sounds. Kids can cuddle and collect Zhu Zhu Pets characters as they debut throughout the year. The Zhu Zhu Pets Take Alongs Figure Packs are sized for pockets at two inches tall. Each pack includes a figure of a Zhu Zhu Pet character and its own house. Also to debut is the Zhu Zhu Pets Take Alongs Playsets, which will feature one figure and can fold up for fun on the go.

The Bridge will also premiere new Busytown products such as the Busytown Play System, which allows kids to explore and play in their own Busytown world; Busytown Plush, six-inch bean plush in different characters, and a 13-inch plush that comes with a Busytown storybook; and Busytown Figure 2-Packs, which are 2.25-inch figures of Busytown characters.

SEPTEMBER/OCTOBER 2010

THE TOY BOOK •

47

Fall Toy Preview 2010 Wild Creatures from Wild Creations

W R/C Mouse

ild Creations is introducing new R/Cs that might make people shriek “eeek!” The R/C Mouse is life-like, complete with whiskers and wobbling movement. The 3.5-inch long R/C is fully functional and moves in all directions with a command from its IR controller. The life-like R/C Tumbling Rat, which flips over by using its tail, will also be available soon. The 6.5-inch long R/C is also controlled by its IR controller.

The R/C Sky Bird takes flight with authentic wing flapping. The bird flies up to 60 feet away, and can turn left and right and glide like a real bird with a command from its IR controller.

Dave the Funky Shoulder Monkey can laugh, cry, burp, and chatter on your shoulder on command. With a wide range of behavior, Dave seems to have a mind of his own.

Goldberger Brings Back Shoobeez Shoobeez first debuted in the U.S. and UK in 2000, and now the dolls are being re-introduced by The Goldberger Company as baby dolls. Goldberger’s Shoobeez baby dolls will be dressed in colorful outfits and will be able to stand up on their own. Their big feet will be covered with animal slippers, and the dolls will come with coordinated soft accessories (pet bags, tote bags) appropriate for children ages 0-3.

The original Shoobeez were plush character dolls with big eyes, outstretched hands, and oversized shoes.

Grow Organic Foods with DuneCraft

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uneCraft presents new educational and fun creations. The company’s new line of Organic Edibles allows users to grow vegetables such as tomatoes, peppers, cucumbers, and more. Planters can also add zest to their day by growing herbs with the company’s Herb Capsules. Herbs include basil, thyme, chives, parsley, oregano, and rosemary.

Kids can cast off on an aquatic adventure by creating an oceanthemed terrarium. The Mermaid and Pirate Gardens include color stakes, decals, background cards, seashells, and more.

DuneCraft introduces Waterbalz, balls that expand from the size of a marble to the size of a racquetball right before a user’s eyes. The balls roll and will explode when thrown or dropped.

Other new products from the company include the Hydroponic Flytaps Dome, which grows naturally in bogs and requires no stratification; new Glow in the Dark Spit Balls; and new Micro-Terrarium themes.

48 • THE TOY BOOK

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Fall Toy Preview 2010

Maisto Has a Mercedes Benz

M

aisto International, Inc. adds the Mercedes-Benz SLS AMG to its Premiere Edition line in a 1:18 scale model. The replica features the car’s iconic opening gull-wing doors that are hinged at the roof instead of the side. Open the hood and the AMG 6.3 liter, 51 horsepower engine is revealed.

Other features include a movable rear spoiler, working independent spring suspension, and front wheels that steer with the steering wheel. The model will be available in silver, red, and black.

Jakks Pacific Expands Kids Only

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rom Jakks Pacific’s Kids Only brand, the Princess Toddler Swing and Cars Toddler Swing feature high back support, adjustable safety seat belt, inlaid graphics, and details. The swings also come with hanging hardware and ropes, with no assembly required. Both swings are for ages 9 to 30 months.

For ages 2 to 6, the Cars Piston Cup Adirondack Set features inlaid graphics from the movie Cars and comes with a table and two chairs. The sturdy plastic construction features washable surfaces and can be easily assembled by an adult.

Also to be released is the Cars Piston Cup Patio Set. Grillin’ With Bubbles, for ages 3 and up, blows bubbles while kids grill. The product includes a spatula, tongs, a hamburger with bun, a hot dog with bun, and bubble solution.

Cabbage Patch Kids will be “reborn” in fall 2011 with the new Cabbage Patch Kids of 2011 capturing the contemporary looks and styles of kids today. From artsy to fashion-conscious, the new styles will be very detailed. Other Cabbage Patch Kids products will include Nighty Night Babies with light-up toys dressed in contemporary pajamas and A, B, C – Play with me! Electronic Feature Toddler who sings her A, B, Cs until you decide she’s had enough. Kids can put their hand over her mouth to interrupt her singing or help her take her song to the next level with a kazoo.

Disney Fairies will also be new in 2011. The 4.5-inch Flit & Flutter Fairy, for ages 4 and up, features shimmering wings that flutter with the touch of a button. Each fairy comes with a stand. The 4.5-inch Fairy with Pet features pets from Pixie Hollow. Each set comes with a pet bed, pet blanket, and pet food.

The Disney Fairies 4.5-inch Play Environment allows girls to go beyond a typical playhouse. Girls can now tinker in the kitchen with Tink and take a bath with Silvermist. Each environment comes with Tink’s Pixie Kitchen, where a cricket pops out from the cupboard and a cake appears when the oven door opens. Each environment also includes Silvermist’s Pixie Bath, where “water” comes out from the spout and fish swim around in the bowl when the faucet is pressed.

Hello Kitty’s World Playset Figures and Playsets includes collectible figures in specific destination themes, such as Japan, Holland, and Hawaii. The world homes connect together to create a big Hello Kitty play environment. The collection also includes a Cruise Liner Playset equipped with parasailing, water skiing, shops, a salon, an onboard elevator, and a swimming pool.

50 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010 It’s Spring for Hidden City

Uncle Milton Has Creepy Crawlies

t might be fall, but Hidden City Entertainment’s Bella Sara brand is celebrating spring. The Bella Sara Spring Carnival Trading Card Pack has images of revelers from far away visiting the Spring Carnival to watch street musicians and more perform music, puppetry, juggling, and acrobatics. The cards also feature a magical carousel that floats freely in the air, carousel horses, and the horses of Herd Pantheon who are dressed up for the parade.

Jakks Pacific’s Bella Sara Baby Plush Horses each carry a special message of inspiration to their herd. Fans can choose from three collectible, soft 7.5inch baby foals: Bellissa, Harmony, and Grace.

After debuting its popular R/C Tarantula, Uncle Milton is introducing a whole new line of creepy-crawly toy spiders. The line, Tarantula Planet, includes four new sound-activated tarantulas, each with a different look. After a simple clap, the spiders scurry across a flat, smooth surface with spider-like movements. The new tarantulas include Spike the Rocker, Tango the Soldier, Red Beard the Pirate, and Octane the Racer, all with light-up eyes. Uncle Milton also plans to expand the line with accessories.

I

Spike the Rocker

Sakar Signs New Licensing Deals

S

akar International has signed a new licensing agreement with Street Players Holding Corporation to produce a new line of Gummy Bear-branded electronics. The products—including molded bear-shaped earbuds, bear-adorned Apple iPhone cases and Nintendo DSi cases, and molded game styluses—will be Gummy-textured, and will simulate the pliable feel and vibrant color palette of the gel candies. Scheduled for release in the first quarter of 2011 in the U.S., Canada, Mexico, and the UK, the Sakar license marks the latest chapter in a 15month campaign by Street Players to extend the Gummy Bears brand beyond candy.

Sakar has also announced a licensing agreement with Mattel for Monster High, Mattel’s new property featuring the fashionable teenage descendants of the world’s most famous monsters. Sakar’s Monster High line of branded youth electronics will include light-up message boards, room doorbell answering machines and intercoms, and accessories for gaming, computers, and cell phones. The line is scheduled for a first quarter 2011 release in the U.S. and Canada.

Additionally, the company has signed licensing deals with Bradford Licensing for a line of PEZ-branded electronics, and Marvel Entertainment for branded products based on the upcoming Thor and Captain America: The First Avenger action/adventure movies.

52 • THE TOY BOOK

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Fall Toy Preview 2010 Savvi’s Tattoos Glitter, Glow, and Pop

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uilding on their success with temporary tattoos, Savvi announces a product line expansion with an array of toys to foster self-expression and personalization. Savvi’s specialty tattoo lineup includes 3D Tattoos that jump off the skin with 3-D glasses included in each pack, Scented Tattoos that engage kids’ senses, Glow Tattoos that create a fun surprise, and Glitter Tattoos fit for a princess.

Young designers can create their own style with fabric Fashion Skinz that “peel and stick” instantly to clothes and accessories. Each package comes with jewels to customize the removable, reusable fabric designs.

Just add water to popular new Magic Paint Posters, which feature a color palette on each page. Kids can paint posters with this all-in-one coloring product.

Additionally, Savvi introduces Themed Bags of Stickers, featuring high-definition imaging with prismatic effects, and the Marvel Bag of Stickers, which kids can use to deck out gear and create comic art, plus they can swap famous characters with friends.

Eco-Friendly R/Cs from Horizon

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rom Horizon Fuel Cell Technologies, EcoRacers—R/C micro hybrid cars that are charged by renewable and alternative energy sources—come with a docking station, remote control, assembly guide, and poster on how each energy is generated and used on a day-to-day basis. By keeping the concepts simple and fun, children can learn and understand the principles of renewable energy through hands-on activities.

The Solar Power Eco-Racer comes with a real working miniature solar panel and power-charging station that recharges the car using energy from the sun. The microcar comes with a poster on how solar panels actually work.

Solar Power Eco-Racer The Wind Power Eco-Racer includes a working miniature wind turbine that is able to charge the car using natural energy from the wind. The micro-car also comes with a poster on how wind turbines work.

The Water Power (Fuel Cell) Eco-Racer has a real fuel cell station that stores energy using water’s basic elements. Also included with the eco-racer is a poster on how hydrogen and fuel cells actually work.

Water Power (Fuel Cell) Eco-Racer

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Fall Toy Preview 2010 New PetCakes from Well Made Toy This summer, Well Made Toy Manufacturing Corporation introduced PetCakes, a collectible line of plush pets that are part animal, part cupcake. Each plush features a frosting hat, is nestled in a cupcake wrapper, and comes with a backstory. In 2011, the company will release a second series of PetCakes, a set of four forest animals (squirrel, panda, bear, and raccoon).

The company will also debut new puppies, kittens, rabbits, and other furry friends in the coming year.

North Star Games Wants You to Say Anything

N

orth Star Games is releasing a family version of the party game Say Anything. The new version, Say Anything Family, for players ages 7 and older, includes questions that kids can answer so the whole family can join in.

To play, someone asks a fun opinion question and everyone else writes down an answer. Then the interrogator picks the answer he or she likes the most while the other players place their tokens on the answer they think was picked. Points are awarded to players who picked correctly.

Everyone at one point has received a bad gift, and with North Star’s Crappy Birthday game you can give hilariously bad gifts and then laugh about them. In the game, everyone secretly chooses a bad gift from the cards in their hands and then picks the player who gave the worst gift.

Innovation First Gives Hexbugs Habitats

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rom Innovation First, the Hexbug Spider is a robotic creature that features 360-degree steering; an LED forward eye; and two-channel, user-selectable infrared remote control. The two-channel remote control enables the user to operate multiple bugs independently or at the same time. Three button cell batteries are included in each Hexbug Spider and two with each remote. The item is available in various translucent colors including red, green, teal, orange, and blue. The Hexbug Spider is CPSIA approved for kids ages 8 and up.

The Hexbug Nano Bridge Battle Habitat Set allows kids to create a battleground for the Hexbug Nano. Hexbug Nano owners place their bugs on either side of the elevated arena where they must scurry over bridges, through one-way gates, and meet in the center battle platform. Bridge Battle comes with 29 easy-connect pieces and two rare Hexbug Nanos that enable kids to customize their Hexbug Nano playground. Bridge Battle is CPSIA approved for kids ages 3 and up.

The Elevation Habitat Set features multi-level spirals and bridges that can accommodate an entire Hexbug Nano collection. Elevation is CPSIA approved for kids 3 and up. Also to be released is the Raceway Habitat Set. Elevation Habitat Set

56 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010 Bachmann Brings Salty to the Seaside

B

achmann Industries will introduce a new Thomas & Friends set, Salty’s Dockside Delivery HO Scale Electric Train Set. The complete and ready-to-run train set includes Salty, the Dockside Diesel, with moving eyes; a six-ton wagon; a raspberry syrup tanker; a salt wagon; and a custom conductor figure. The set allows fans to join Salty as he transports cargo to and from the seaside, with the wagons and tanker featuring international-style hook and loop couplers. Also included is a 47-inch by 38-inch oval, snap-fit E-Z Track with 12 pieces of curved track, one piece of straight track, one straight plug-in terminal rerailer, a power pack, and a speed controller.

The company is also debuting a new large-scale engine, Large Scale James the Red Engine, which features moving eyes and international-style hook and link couplers.

Salty’s Dockside Delivery HO Scale Electric Train Set

Fashion Angels Makes Stickers Fashionable

F

ashion Angels Enterprises is introducing new stickers and sticker art. Chopstixers Sticker Art are more than stickers, they double as art. The fancy assortment includes glitter, metallic, puffy, epoxy, and more. The liquid assortment of Chopstixers is just like mini snow globes with floating gems, glitter, and accent designs inside. Both assortments include a variety of shapes and styles to collect, such as robots, hamburgers, animals, cars, shoes, and more.

StickerZine Volume 1: Love to Shop is the first of the company’s new StickerZine book series. Girls complete the shopping scenes in the 16-page books by collecting stickers and placing them in the coordinating empty spots. Each StickerZine will come with one mystery pack of 28 stickers to get started, and there are seven additional mystery packs of stickers sold separately to complete the entire book. Additional volumes of StickerZines will be released throughout 2011.

Kids can sketch fabulous fashions on the Fashion Angels Dry Erase Fashion Design Lap Desk, then erase and sketch again. The surface of the lap desk is a dry erase board, and the product can also be used as a regular lap desk for homework assignments and more. Included with the desk are dry erase markers.

The Project Runway Fashion Design Sketch Portfolio & Artist Set has been updated for 2011 with Tree Free pencils, pencil grips, and a sharpener for designing.

Artists can use the removable stencil sheets to outline outfits and accessories on the pre-printed model sketch pages. Then, use the tips at the front of the book and the pencils to shade and add color and details to the sketches. Also available is the Make Up and Hair Design Sketch Portfolio & Artist Set.

58 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010 Eastcolight Has Dinos

E

astcolight is teaching kids all about the unique bones in different kinds of dinosaurs. The company’s Dinosaurs Skeletons kits allow kids to learn about dinosaur bones by building realistic replicas of the extinct reptiles in their own homes, schools, and more.

Dinosaurs include Tyrannosaurus, Stegosaurus, Triceratops, Pteranodon, Brachiosaurus, and Velociraptor.

Tara Toy Says Get Up & Go

I

n fall 2011, Tara Toy will launch Get Up & Go games. With Old McDonald Musical Squares, a Get Up & Go game of luck, players listen to the music and follow the instructions. When the music stops, be sure to get both feet on an animal square or you’re out. Just like musical chairs, the player left standing wins.

The order is up with Wobblin’ Waiter. Players dash around to deliver food that matches a customer’s order.

The first player to deliver the most food before time is up wins.

With Here Comes the Ice Cream Truck!, players chase the moving ice cream truck, and once the music stops, players try to catch the flying ice cream cone to win.

RMS Makes Art Easy

R

MS International is expanding its line of Grafix Studio products. The Grafix My First Boys Mega 4 Pack Puzzles features four 19.7- by 15.7-inch puzzles, packaged in a carry handle box. The kit includes 45-piece puzzles titled Dinosaur, Building Site, Monster Truck, and Farm. Also to be available is Grafix My First Girls Mega 4 Pack Puzzles, featuring 45-piece puzzles titled Fairy, Princess, Playground, and Sleepover.

The Grafix Make Your Own Sequin Craft kits are an assortment of four pictures (kitten, parrot, dog, and dolphin) that can be created by using the included multi-colored sequins and dot-to-dot instructions.

After the images have been made, they can be hung on a wall to add sparkle to a room.

The Grafix Mega Art Easel Set includes a pre-printed canvas, 10 acrylic paints, four brushes, a mixing palette, and a wooden table easel all in a large, colorful box.

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Fall Toy Preview 2010 StinkyKids to Debut Dolls by Madame Alexander

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ew property StinkyKids, which features a group of 10 diverse “little stinkers” who learn to make right choices through mistakes we all made as kids, is debuting 12inch cloth dolls made by doll company Madame Alexander. The soft-bodied dolls have removable clothing, embroidered faces, and personalized “tooshies.” Included with the dolls are trading cards and bookmarks so kids can learn more about each doll’s unique personality, talents, and hobbies.

Pearson is also publishing the property’s first adventure book, StinkyKids and the Runaway Scissors, starring StinkyKid Britt. In the hardcover book, Britt’s love of chewing gum and her bubble-blowing talents create a messy situation for the StinkyKids to solve. This story teaches about the value of making good choices and knowing right from wrong. The book also includes a parent/teacher section with teaching tools, take-away messages, and suggestions to engage children.

StinkyKid Britt

Learning Resources Teaches Color Recognition

L

earning Resources is introducing several new products for 2011. In the addition and subtraction game Pizza Mania, players listen closely as the pizza chef calls out the order. They then pile on the toppings, keeping track of the total. There are two modes of play: “Chef Says” and “Pizza Panic.” The set includes the talking pizza chef, four pizzas, and 32 toppings. The game, for ages 4 and up, requires three AA batteries.

Smart Snacks Rainbow Color Cones Game is a board game that helps teach kids ages 3 and up color recognition, social interaction, and how to follow directions. It includes a game board, 30 scoop cards, four double-sided ice cream cone cards, a spinner, and four ice cream cone game pawns.

Smart Snacks Peek-a-Boo Color Muffins also encourages color recognition; children match the “fruit filling” to the color muffin bottom. The game is for ages 2 and up.

Role-play product Pretend & Play Chef Set includes a large deluxe two-handle pot with lid, a one-handle pot with lid, a skillet, a spatula, a wooden cook’s spoon, a quilted oven mitt, and play food pieces. The product is for ages 3 and up.

The Big View Bug Jars include a set of six “Bug Cylinders” in six colors for insect collection and study. Bug tops include “wings” that open to reveal a magnifying lens.

Also new from the company is the Time Tracker Mini, a visual timer that features a clear, three-color lighted display and 1-2-3 operation. Time can be set in five-minute increments, from five minutes to two hours.

Smart Snacks Rainbow Color Cones Game

62 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010 New Scratch & Sniffs from Peaceable Kingdom Press

P

eaceable Kingdom Press is releasing some yummy stickers. Each box of Scratch & Sniff Yum Stickers features a perforated opening for easy handling by kids and 80 Scratch & Sniff Stickers inside. Scents include grape, chocolate, pizza, strawberry, banana, and bubblegum.

K’NEX Has Building Sets for Preschoolers to Tweens

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or preschoolers, Kid K’NEX offers the Ocean Pals Building Set. With this set, kids can create sea creatures and take a voyage with two buildable characters.

The set also comes with a Kid K’NEX rod, connectors, and blocks. With more than 40 pieces included, there are building ideas for more than five models. With the Farm Yard Friends Building Set, kids can build a barn and play with two new buildable farmer characters. To add to the excitement and play, get a hold of the farmyard buddies with a tractor and buildable character. This set comes with more than 40 pieces, at least five building ideas for models, as well as a Kid K’NEX rod, connectors, and blocks.

For the 5 years and older grade school market, K’NEX Classics’ Garage Building Set and Gas Station Building Set include 120 to 130 parts to build two vehicles and a garage or gas station. The packaging lid doubles as the roof in each set. The product also comes with a reusable storage container.

From the Monster Jam line, the Ultimate Grave Digger Experience Building Set includes the black Grave Digger and Grave Digger Legend monster trucks. The product also features two new dirt-like ramps and two crush cars. Big tires and working suspension allow for realistic monster truck performances. The wedge-shaped package doubles as a ramp, and the set includes more than 100 pieces.

The NASCAR Micro Scale Assortment allows kids to build and race two cars at once, including Dale Jr.’s No. 88 Amp Energy vs. Jeff Gordon’s No. 24 DuPont, Jeff Gordon’s No. 24 Pepsi vs. Dale Jr.’s No. 88 National Guard, and Joey Logano’s No. 20 Home Depot vs. Kyle Busch’s No. 18 M&MS. The assortment includes more than 20 parts and step-bystep building instructions. The peggable package includes the official NASCAR hologram. Also available is the NASCAR 11 Fed Ex/20 Home Depot/7 Go Daddy/88 K’NEX Car Assortment, which includes more than 100 parts, a driver, authentic sponsor logos, step-by-step building instructions, and the official NASCAR hologram on the package.

For ages 6 and older, Nintendo’s Mario/Luigi/Yoshi Standard Kart Building Sets let kids build and race with Mario, Luigi, or Yoshi and their standard karts from Mario Kart Wii. The sets feature pullback, motorized action and include a character figure and one accessory.

For the 9 and older tween market, the Cosmic Twist Coaster lets kids build a space-themed coaster. With more than 550 pieces, the motorized toy includes a light-up coaster car and more than 19 feet of track.

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Fall Toy Preview 2010 It’s Story Time with Zoobies

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oobies introduces its new Zoobie Pets line, the Story Time Collection, which kids and parents can snuggle up with during story time. The company has partnered with some of the most famous story time books to create the new three-in-one plush characters. The new Zoobies include Paddington from the series of books by Michael Bond, Olivia from the series of books by Ian Falconer, Mr. Happy and Little Miss Sunshine from the Mr. Men and Little Miss series by Roger Hargreaves, Peter Rabbit from the storybook by Beatrix Potter, and Spot from the series by Eric Hill.

Story Time Collection, Olivia pillow and blanket

For more Fall Toy Preview coverage, turn to page 92.

SEPTEMBER/OCTOBER 2010

T HE D EFINITIVE I NFORMATION S OURCE

FOR THE

T OY

AND

G IF T M ERCHANT

Rolling in to the Fourth Quarter

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s we rapidly approach the holiday season, it’s time to say goodbye to the warm summer sun and get ready for that special time of year. It’s the time for warm mittens and hot cocoa, and holiday gift guides galore. As you stock up your shelves and start training your temporary help, it’s important to remember that although they are temporary, these workers are making an important impression on your shoppers. This is the time of year when customers searching for just the right gift are willing to check out a few new retailers. If they like what they see, and the experience is memorable long after the gifts are unwrapped, they might just be back in the “off” season. So, make sure your employees, temporary and permanent, know that they are representatives of your store, and you are counting on them to make a great impression!

In this issue, we cover the ABC Kids Expo, taking place October 1013 in Las Vegas. This juvenile products show has expanded its Toy Pavilion to be the largest in show history. This year we’ve made a conscientious effort to showcase more than just toys. As toy buyers and retailers, you know that parents love one-stop shopping. Consider expanding your selections to include a few other juvenile products. And, for the holidays, it is

SEPTEMBER/OCTOBER 2010

also wise to carry gift wrap, tissue paper, bags, boxes, etc. Don’t forget the Scotch Tape and batteries! Add-on sales are Retail 101.

We also cover 10 important tips to help you with your email marketing campaign. Now is the time to reach out to consumers. Make sure you do it wisely. These tips will help you ensure that your message makes a positive impact. ●

Jackie Breyer, editor in chief

ON THE COVER: MUD PIE, WHICH IS EXHIBITING AT ABC KIDS EXPO, SHOWCASES ITS NEW WILD CHILD BABY LINE. THIS JUNGLE-THEMED COLLECTION FEATURES ANIMAL MOTIFS LAYERED WITH BRIGHT COLORS.

THE

TWO-PIECE SET INCLUDES A COTTON

TOP WITH TUXEDO RIBBON RUFFLES AND MATCHING SOFT VELOUR FLARE RUFFLE PANTS. OUT PAGE

S3

FOR

MORE INFORMATION, CHECK

S14.

SPECIALTY TOYS & GIFTS

NEWS RAGGEDY ANN TURNS 95 To mark the 95th anniversary of Raggedy Ann, Applause by Russ has created exclusive, vintage-inspired Raggedy Ann and Andy Anniversary dolls that harken back to the illustrations from the earliest Raggedy Ann books by Johnny Gruelle, who created Raggedy Ann for his daughter, Marcella, in 1915. The Anniversary Raggedy Ann closely resembles the character from the 1930 Raggedy Ann in the Deep, Deep Woods: rich, burnt-red hair (as opposed to the contemporary fireengine red) tied in a bow; white-gloved hands; an outline around the eyes; and a more muted color palette. The doll packages are available now at The Vermont Country Store, Amazon, and a host of boutique toy and gift shops around the country.

Raggedy Ann & Andy is licensed by Peanuts Worldwide, LLC on behalf of Simon & Schuster, Inc.

KEENWAY SIGNS ON FOR MIFFY PRESCHOOL TOYS Big Tent Entertainment, the North American licensing agent for Miffy and Friends, has signed a deal with Keenway Industries Ltd. to produce a line of Miffybranded preschool toys, such as tea sets, medical and doctor kits, figurines, and other toy items. The Miffy products will launch this fall.

Celebrating her 55th anniversary, Miffy has been the subject of international museum exhibits, contests, and promotions, and has some major debuts on the horizon, such as a Wii video game and a feature film.

SPECIALTY TOYS & GIFTS

FAO

TO

OPEN POP-UP STORES

FOR

CHRISTMAS SEASON

FAO Schwarz has announced plans to open approximately 10 pop-up stores throughout the country for the 2010 Christmas season. FAO Schwarz pop-up stores have already opened at Tysons Galleria in McLean, Va. and The Mall at Chestnut Hill in Chestnut Hill, Mass. Additional FAO Schwarz locations scheduled to open in the coming weeks include Garden State Plaza in Paramus, N.J.; Aventura Mall in Aventura, Fla.; The Westchester in White Plains, N.Y.; Old Orchard in Skokie, Ill.; Oakbrook Center in Oak Brook, Ill.; and South Coast Plaza in Costa Mesa, Calif.

NELVANA’S NEW BABAR SERIES

TO

DEBUT

IN

U.S.

Nelvana Enterprises’ CGI-animated series, Babar and the Adventures of Badou, will make its broadcast debut in the U.S. on Disney Channel’s Playhouse Disney programming block for preschoolers. The show, an updated version of the classic Babar, is for kids ages 4 to 7 and is a Canada-France co-production from Nelvana Studio and TeamTO, in association with The Clifford Ross Company.

The series will premiere on YTV in Canada this November during the Playtime block, and is also set to air on TF1 and Playhouse Disney in France, Playhouse Disney in Japan, Disney Channel in Italy and Spain, KI.KA in Germany, and ABC TV in Australia, among others. Licensing opportunities are also available through Nelvana Enterprises.

RC2’S THE FIRST YEARS INKS DEAL

FOR

GUMDROP LINE

RC2 Corporation has announced that its The First Years brand, which specializes in mother, infant, and toddler products, has signed a multi-year product licensing agreement with Natus Medical Incorporated to manufacture and distribute a line of GumDrop pacifiers, accessories, and other related items. The First Years’ GumDrop product line is slated to debut at retail in early 2011.

GumDrop Pacifiers are available in two sizes, newborn (0 to 3 months) and infant. In addition to pacifiers, The First Years’ GumDrop line will include pacifier clips and cases.

HARPERCOLLINS OBTAINS RIGHTS

TO

MEERKAT MADNESS

HarperCollins Children’s Books has acquired world rights, including TV, film, and merchandising, for author Ian Whybrow’s new book, Meerkat Madness. The book, to be published next March, follows Uncle Fearless, once a king of a clan and a television star, now reduced to babysitting meerkat kits after being injured by an eagle-owl. The property is intended for boys and girls ages 7 and older.

Harriet Wilson, editorial director of HarperCollins Children’s Books, and Rosemary Canter of United Agents, brokered the deal.

BUFFALO GAMES PICKS NEW CANADIAN DISTRIBUTOR Everest Wholesale has been named the exclusive distributor of Buffalo Games products throughout Canada. Everest Wholesale has been serving Canadian retailers since 1992.

The company specializes in board games, card games, role-playing games, toys, plush, action figures, collectibles, and, now with the company’s new distribution deal, adult jigsaw puzzles. ●

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SEPTEMBER/OCTOBER 2010

ABC Kids Expo ABC Announces Largest Toy Pavillion in the Show’s History 2009 New Product Showcase

A

ll Baby & Child, Inc. (ABC), the parent company and organizer of the ABC Kids Expo, has announced that 2010 will mark the largest attendance of toy manufacturers since its inaugural year in 2003. Presently, there are more than 100 companies that are declaring their primary product line to be Toy and AV. More than half of these companies are first-time exhibitors and many represent product launches. Many of the exhibitors are from the United States, but companies from Belgium to New Zealand to Hong Kong will be in attendance as well. In total there is more than 20,000 square feet of exhibit space dedicated to this segment of the juvenile market.

Larry Schur, president of All Baby & Child, indicates that “While 2010 will mark our largest collection of companies focused on the juvenile toy and audio visual market, additionally we have hundreds of other exhibiting companies that service the toy industry that consider the primary product to be baby gear or baby care.” A complete list of exhibitors is available on the ABC Kids Expo website: www.theabcshow.com.

In addition to the largest Toy Pavilion in its history, the ABC Kids Expo is set to launch Maternity Square. This specialty showcase was created based on a competitive analysis that noted that major apparel events demonstrated a shift in focus away from the maternity sector and at the same time several competitive events ceased operation. ABC recognizes that maternity fashion is a specialty boutique market. Since the ABC Kids Expo launched in 2003 specifically for the benefit of the juvenile products manufacturers and the independent retail stores they serve, ABC sees the new showcase as a perfect fit for its base of retail attendees.

Maternity Square will feature two runway shows during the ABC Kids Expo, held within the exhibit hall. Runway events are planned for the afternoons of Monday, October 11 and Tuesday, October 12. For a complete list of maternity retailers, visit the ABC Kids Expo website at: www.theabcshow.com and click on the links for the Online Floor Plan.

Eric V. Seemann, promotions and production manager for the event, says “The 2010 event is sold out and will be our largest show ever. We continue to expand our international outreach with each successive year. The

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SEPTEMBER/OCTOBER 2010

AB

ow C Sh

Floo

r

ABC Show

or Show Flo

Snapshots from 2009 awes

ome

robo

t

continued promotion of our unique event throughout Europe, South America, and the Pacific Rim is paying off with international registrations running well ahead of previous years.”

All Baby & Child, Inc. expects that the 2010 event will have more than 3,000 domestic and international retail stores in attendance in addition to more than 3,500 booths in nearly 1 million square feet of exhibit space. ABC is announcing that registration for 2010 is ahead of any previous year’s attendance and total attendance is expected to reach 15,000 people.

“Simply put: more exhibition space means more opportunities to find new products, amazing product refreshes, and incredible company launches into the juvenile products market,” says Seemann.

Recently, members of the ABC board and staff were present in Las Vegas making final preparations for the All Attendee Industry Reception. This year’s party will be held on Monday, October 11, and will feature a 1950s theme with Bowzer’s Rock and Roll Party, Shirley Alston Reeves (Rock and Roll Hall of Fame Inductee) of the Shirelles, and Rocky and the Rollers.

As with all ABC events, registration for the 2010 ABC Kids Expo is free to qualified retailers. Visit www.theabcshow.com for more information and to register. ●

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S8

SEPTEMBER/OCTOBER 2010

ABC Kids Expo 2010 The mamaRoo Infant Seat, from 4MOMS, moves more like a parent to soothe infants. Instead of vibrating or swinging like a traditional bouncy seat or infant swing, the mamaRoo bounces and sways. It features five different motions inspired by parents’ natural movements, five built-in nature sounds, an mp3 hookup, and adjustable speeds. The seat material is machine-washable.

The toy balls hanging from above are patterned after classic works of art.

Three interlocked rings make up the fabric Clutching Toy Curly Knot, from HABA. Baby can pull and twist the rings, which are each made of different colors and fabrics, without pulling them apart.

Also new from HABA are Cheeky Friends Rattles. These animal-shaped rattles are available in sheep, horse, or bunny styles. Each soft rattle features multiple fabrics.

DANDELION is expanding on the success of its feeding line made from corn. The company is now introducing a product line that will include Toy Keys and Attaching Links, all made from cornstarch bioplastic and available in bright new colors.

For the Toy Keys, the white locking ring securely holds three keys in three bold colors and three unique shapes. The keys feature multi-texture surfaces, and babies can safely teethe on the BPA-free, phthalate-free, and lead-free keys.

SPECIALTY TOYS & GIFTS

S10

Through a collaboration with Parents magazine, MANHATTAN TOY is introducing a new educational toy line. The collection provides an array of developmental toys geared for preschoolers and designed to encourage musical interests, stimulate imaginations, and encourage role play.

Products in the line will feature soft materials and sturdy wood.

SEPTEMBER/OCTOBER 2010

GIDDY UP introduces new additions to its Galt product line, including the Wiggly Worm. This item, for infants from birth and up, attaches to cribs, strollers, or car seats. It includes three hanging toys: a mirror, a crinkle butterfly, and a bee rattle.

Giddy Up also introduces Fuzzoodles, which combines colorful, bendable, and big fuzzy noodles with wacky features such as crazy eyes and toothy smiles, along with cool accessories, such as a bowtie and a purse.

Kids can create a cast of unique Fuzzoodle characters, which can stand alone as playthings, or kids can make them into bracelets, decorative pens, headphones and more.

Stuart J. Murphy’s I See I Learn series, from CHARLESBRIDGE PUBLISHING, is designed to help young children learn skills that are important for school readiness and for daily life. The series uses inset pictures, diagrams, and highlighted words to help reinforce lessons told through simple stories.

The books cover everything from how to make a friend to how to work together as a team, giving children the tools they need to succeed.

P’KOLINO’s Silly Soft Seating is a combination of stuffed toy and modular toddler seating. Each character—Kiko, Pipa, Iggy, Tias, and Lila—is comprised of three soft pieces that, when “puzzled” together, make a playful friend. Sturdy enough for a wobbly toddler to balance on and lightweight enough to move around, these silly seats are a fun gross-motor tool. The soft, durable fabric is removable and washable.

BRITAX has announced a redesign and relaunch of its line of convertible car seats. The new line offers Superior 360 Degree Protection with Revolutionary Head Safety Technology, which dramatically reduces the risk of head injury and provides complete protection from all sides in the event of a vehicle crash. The car seats also feature deeper side walls lined with energy-absorbing EPP foam that distribute crash forces, shield from vehicle intrusion, and help contain the head, neck, and body. Britax TSIP car seats also offer a head restraint that creates an extra layer of energy-absorbing EPP foam. In addition, the new line offers higher weight capacities to keep children rear facing longer and to allow for extended use of a five-point harness.

SPECIALTY TOYS & GIFTS

S12

SEPTEMBER/OCTOBER 2010

ABC GRANT & BOWMAN introduces the Playgro brand to the American market. The brand has developed a range of products, designed to stimulate and delight babies. Each whirl, spin, whiz, crinkle, snuggle, chime, click-clack, or squeak is specifically designed to encourage enjoyment and active play.

The Playgro range of infant development toys includes activity toys, stroller accessories, discovery gyms and playmats, teethers and rattles, and crib toys.

The Clip Clop Activity Rattle, shown here, features bright colors, a variety of textures, mulitple sounds, and a peek-a-boo saddle. It can be attached to a car seat or stroller.

MUD PIE introduces the Wild Child Baby jungle-themed collection (shown on the cover).

In this collection, animal motifs are layered with bright colors to create a fun new look for girls.

The Giraffe Headband, shown here, is a crochet headband featuring a multi-patterned oversized bow with marabou accent.

DOUGLAS Mini Sillos, or “Sillo-ettes,” are tiny purses that fit on the wrist, and are great for carrying “a few things.” They are made of hand-picked fashion fabrics, and are embellished with coordinating trims and sparkles.

The collection includes Pink Butterfly, Lily Flower Cat, Peace Dachshund, Owl, Zebra, and Celebration Horse.

With the Jeep Car Seat Starter Kit, from H.I.S. INTERNATIONAL, parents can get all of baby’s vehicle necessities in one kit. The Jeep Car Seat Starter Kit includes the Jeep Back Seat Organizer, which lets parents organize all of their child’s essentials; the Jeep Car Seat Undermat, which lets mom and dad protect their upholstery from dents and spills; the Jeep Cling Sunshade (two pack), providing shade from sun glare; the Jeep Baby View Mirror, allowing parents to keep an eye on baby while driving; and the Jeep Little Adventurer On-Board Sign to notify other drivers that they should use caution because a child is in the vehicle.

Zippy racecars adorn GUIDECRAFT’s Retro Racers Table and Chairs Set. Featuring brushed metal legs and posts and handstitched upholstered vinyl, the ensemble brings to life a ’50s nostalgia in its design, materials, and motifs. Angled legs on the chairs prevent tipping.

This set is part of Guidecraft’s Retro Racers Furniture Collection, which also features an upholstered rocker, an upholstered toy box, and a hand-painted dimensional lamp.

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S14

SEPTEMBER/OCTOBER 2010

ABC CHICCO’s 360˚ Rotating Hook On Chair allows parents to feed baby from any angle. The seat folds compactly for easy travel and storage, and the snap-on tray is dishwasher-safe. The removeable seat pad is machinewashable. The seat is safe and easy to use for ages 6 months to 3 years, and up to 37 pounds.

BLUE BOX TOYS introduces its new B kids product line. Launching with more than 50 products, the B kids brand has a commitment to Love, Care, and Fun. Key to the systematic approach to the B kids line is that every product was developed to meet the specific needs of a child at every stage of their development.

Each item is designed to harness and build key sensory, physical, learning, and creative skills as children develop.

Together, the products form an integrated system wherein toys from each successive stage build on the skills developed through earlier toys. The B kids line is expected to be available at specialty retail stores in early 2011.

Spiffies Tooth Wipes, from DR Products, are individually packaged towelettes that have been soaked in a great tasting Xylitol solution, a natural ingredient that prevents cavities. They can be used to clean babies’ first teeth without using a toothbrush. They come in grape, apple, and mango flavors.

TAGSMANIA, LLC creates toys and gifts for babies and toddlers with tags integrated into the design of the products. The Tagacuda plush toy has lots of tags and squeaks when squeezed. It comes in sea green, ocean blue, and paradise pink.

JAZZY TOES introduces Bamboo Newborn Variety Packs. These socks-thatlook-like-shoes are made from environmentally friendly Bamboo Rayon. New variety packs contain four pairs of socks. Each pair has a non-slip sole and elasticized ankle, so they stay put. Variety packs are available in both boy and girl styles in size 0-6 months.

SPECIALTY TOYS & GIFTS

S16

SEPTEMBER/OCTOBER 2010

ASTRA’S INSIGHTS

News Flash

GETTING YOUR SPECIALTY TOY STORE IN THE STORY

by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA)

C

ome November and December, toys are a big story. Pretty much any newspaper, magazine, morning show, evening news broadcast, website, or blog that parents read or watch will cover what’s new, what’s hot, what’s a bargain, and what’s not for the holiday season.

How can independent toy retailers get in the story? Favorable publicity in news stories—known as “earned media” because it is distinct from paid advertising—is especially valuable for small business owners with modest marketing budgets. The good news is that locally owned toy stores are especially suited to getting coverage thanks to their expertise, camera-friendly interiors, access to families, and contributions to the community. The most challenging part is that it takes time and effort to build the relationships needed to get such coverage. Here are a few quick tips for building your store’s public relations program on a shoestring budget: LEVERAGE INDUSTRY EVENTS IN YOUR LOCAL MARKET. The American Specialty Toy Retailing Association (ASTRA) is launching the industry’s first national Neighborhood Toy Store Day on November 13, featuring the public announcement of ASTRA’s Best Toys for Kids award winners. Each year, the event will take place on the second Saturday in November. As a benefit of ASTRA membership, ASTRA retailers get a full, free package of turnkey resources to use while planning a Neighborhood Toy Store Day in their own community, including ready-to-go press releases.

UNDERSTAND WHAT JOURNALISTS NEED AND WHAT YOU CAN OFFER THEM. Think about the pressures a reporter or blogger faces: demanding editors, weekly or daily deadlines, limited time to research articles, and high standards for accuracy. Now think about what you can offer a busy journalist: expertise about toys, play, kids, families, child development, small businesses, local business alliances, and environmentally friendly products and practices, plus a connection to moms, dads, and grandparents for interviews and a store that can make a great backdrop for holiday stories. Your challenge is to make sure the reporter knows you and how you can help with a story on a moment’s notice.

CREATE YOUR STORE’S MEDIA LIST AND KEEP IT UP TO DATE. Target local reporters and bloggers who write about parenting, children and

SPECIALTY TOYS & GIFTS

families, education, leisure, and small business. Ask your customers what they read or watch.

ASTRA’s Neighborhood Toy Store Day guidebook for retailers includes step-by-step methods for introducing yourself and your store to reporters. In short, you can send an email detailing what you can offer and follow-up by phone. Make sure the journalist knows you before the holiday season. Check in periodically (put it on your calendar) to keep yourself in the front of the reporter’s mind.

UNDERSTAND

THE DIFFERENCE BETWEEN A NEWS STORY AND A

THINLY VEILED COMMERCIAL. Next week’s sale is not news. The

announcement of ASTRA’s Best Toys for Kids list—and your knowledgeable explanations about how those toys contribute to healthy, productive play—is useful to readers and viewers, and therefore is a worthwhile story.

KNOW YOUR MESSAGE. Specialty stores are special and different from the everyday mass market. So, if you have a chance to describe your store in the media, make it clear that: • We’re the kind of store that cuts through all the heavily hyped electronic “razzmatazz” in favor of safe, creative toys with staying power.

• There is a whole world of engaging, unique, and well-made toys that are never seen in bigger stores, which might be impersonal.

• We’re locally owned, so 70 to 80 cents of every dollar spent in specialty stores stay in the community, compared to only 20 to 40 cents that are spent at the big chain stores.

You can’t buy advertising that has the same impact as a wellplaced mention of your store in a news story. Christmas is coming and the stories will be told. Now is the time to make sure that your expertise is heard this holiday season. ●

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SEPTEMBER/OCTOBER 2010

The 26th Year of iHobby Expo The HMA-sponsored Show to Feature New Events

by Patricia Koziol, executive director, Hobby Manufacturers Association (HMA)

A

ttending a trade show is as important as hiring the right employee or buying the right merchandise. Every year there are many changes in the hobby toy industry. New products and lines are announced, new companies are introduced, and a vendor’s personnel might change.

Attending a show should be part of your annual budget, and attending the 26th iHobby Expo is the place to be this year. If you come to the iHobby Expo in Rosemont, Ill.—the largest hobby show of the year—you can see first hand the new products, new companies, and new faces in the industry. Product categories include specialty toys; model railroad; radio control; plastic and die-cast models and collectibles; accessory items such as paints, glues, and paper; robotics; and even school and science project kits.

Sponsored by the Hobby Manufacturers Association (HMA), the expo, which will be held October 21-24, has both a trade and consumer component. For the retailers who attend, HMA offers professional education programs addressing retail business issues as well as product sales and promotion. HMA’s Hobby University is back for its third year, featuring business seminars designed to help retailers focus on the bottom line of hobby retailing. Sessions to be offered at iHobby Expo this year will focus on the business-related issues of human resources and employee training, and making sure that companies know their legal rights and estate planning for their retail enterprise. Sessions on finance, advertising and promotion, store display, and web retailing will also be offered.

The 2010 iHobby Expo will feature an expanded roster of interactive events, including model train layouts, radio control race tracks and flying areas, build-your-own model hobby toys, and “try me” areas to learn about a host of new projects and sample them. Scouts can earn merit patches and the expanded robotics area of the show is a treasure trove of competitions and learning activities for kids of all ages. This is a unique opportunity for children to get hands-on experience with different toy and hobby activities. iHobby Expo will be packed with action and opportunity, and retailers can diversify their product lines with the latest and greatest products. Consumers can learn and enjoy new hobby activities. More than 22,000 hobby enthusiasts attended the 2009 Expo—a consumer base just ready to try new toy and hobby products. ●

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S20

SEPTEMBER/OCTOBER 2010

GAIN MORE CURB APPEAL 10 TIPS

FOR

EMAIL MARKETING

by Wendy Lowe

E

very toy retailer knows the value of first impressions when customers shop. The same is true for email marketing campaigns. For those customers and prospective customers who receive your emails, you are creating a buying experience. The placement of elements on the page, the font choice, and even the colors you use all create an impression before the customer reads a single word of text. Still, you don’t have to be a professional artist or designer to create an email marketing campaign with plenty of curb appeal. These easy-to-execute tips will help you create emails that draw prospects in, encourage them to open the email, and leave them with the impression you want to make. Remember, the more inviting and appealing your email message looks at first glance, the more likely you are to get someone to “walk through the door” and see the rest of what you have to offer.

1 2

FORGET

THE BACKGROUND IMAGE. Although having a

beautiful photo or drawing ghosted in the background might make a printed piece look appealing, most email clients, such as Outlook, won’t show it. Instead, design your emails to look good against a plain background, and use the image as a standard graphic.

PLACE

YOUR MOST IMPORTANT MESSAGE IN THE

PREVIEW PANE. Many people use a preview pane to scan the contents of an email quickly before opening it. That makes the upper-left corner of your email the most important “real estate” in your message.

Place your main message––including the title and call to action––in that area. Start your email with the title in text, not as part of a graphic. In addition, avoid using a large graphic or logo in the upper-left corner. Many people have their images turned off, so all they’ll see is a big blank area. Instead, use that spot to engage them and encourage them to open the message.

3

SKIP THE NAVIGATION LINKS AT THE TOP. A common practice is to include web-like navigation links, such as those you’d find on a website, at the top of the email. Although that might work on a PC or laptop, more people are opening their email on their mobile devices, which are not very HTML-friendly when it comes to formatting and linking. Keep navigation simple.

4

AVOID

5

6

7 8

USE

COLORS THAT COMPLEMENT. You want everything

you do, including your email campaigns, to help you build your brand in the eyes of customers and prospects. Staying consistent with your company/logo colors will help you in that effort.

KEEP

TEXT AWAY FROM IMAGES. If the text gets too close to your images, it will look very sloppy and unprofessional. It will also be harder to read. Leave a little space between these elements to keep your layout looking clean.

USE

STANDARD FONTS. That interesting font you down-

loaded with a graphics package might look great on your computer, but if the people you’re sending it to don’t have that same font, their computer will select one to substitute. This change could make your email look bad or could even render it illegible. Stay with safe fonts such as Arial, Times New Roman, Georgia, Verdana, and Tahoma.

9

MAKE

YOUR CALL TO ACTION STAND OUT. Have your

main call to action in bold text or a bright-colored button that contrasts with the background of your email. If you use a button, make sure you repeat your call to action near it in text and in other places in the email so people on mobile devices and with images turned off can still see it.

WHITE TYPE ON A BLACK BACKGROUND. White

type on a black (or other very dark) background is even harder to read online than it is in print. And the smaller the type, the more challenging it becomes. Keep body copy against a white or very light-colored background so the type is easy to read and doesn’t cause eye strain.

10

USE

LEFT-JUSTIFIED TEXT. Text that lines up flush left is much easier to read than centered text. You can use centered text for headlines and subheads, but keep the body left-justified. It will ● make your email look cleaner, too.

Wendy Lowe is regional development director for Campaigner, an KEEP IMAGE SIZES SMALL. If you’re including photos or other email marketing service. To download the free eBook The Small Business graphics, keep the individual image size to 72 dpi (dots per inch). Guide to Email Marketing: Top Tips to Get You Started, visit They will look good and sharp while helping you keep your file size www.campaigner.com/ebook. Campaigner is provided by Protus. Lowe low, preventing your email from being blocked for being too large. can be reached at wlowe@protus.com.

SEPTEMBER/OCTOBER 2010

S21

SPECIALTY TOYS & GIFTS

WHAT’S NEW

LITTLEMISSMATCHED’s sock dolls feature the same colorful patterns and themes that the manufacturer is known for. The company began creating with socks, but has since moved into bedding, furniture, and toys, each featuring some mismatched eccentricity. The sock dolls range from 14 to 19 inches high and contain 100 percent polyester fiber stuffing. The four newest dolls include twin monkeys with knit hats, an even more mismatched and colorful take on the original sock monkey, and a mod-print giraffe.

Kids can respond to imaginary five-alarm fires easily with AEROMAX’s new products in its line of firefighting gear. The FirePower Super Soaker Fire Hose acts as a backpack that can shoot water more than 30 feet. It holds up to a liter of water, which amounts to approximately 60 pumps. Rounding out the outfit is the Jr. Fire Chief Helmet, which features a fire siren and flashing red light attached to an authenticlooking helmet. Both are suitable for children ages 5 and older.

On the heels of INNOVATIVEKIDS’ 10th anniversary comes a new line of ecofriendly products called green start. For children ages 6 and younger, the line is designed to teach kids the importance of sustaining the earth. Each puzzle, book, plush, and gift wrap is made from 98 percent post-consumer recycled materials and eco-friendly ink. Books include the non-fiction Animals Everywhere, which is accompanied by a parent guide to help encourage exploration and a green mentality; plush box sets include a three-inch plush of an endangered animal, such as the polar bear, plus a storybook; and other products include giant floor puzzles, game sets, and more.

Tomica die-cast cars and trains, from TOMY CORPORATION, have entertained children in Japan for more than 40 years. Now the brand is making its way to U.S. soil. The new line of toys for the U.S. features three train sets, five deluxe play sets, six accessory sets, six destination sets, and seven die-cast cars, with licensed cars from Nissan, Suzuki, and Toyota. Each of the pieces can be linked together to form what Tomy calls a “Hypercity” of inter-connectedness.

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SEPTEMBER/OCTOBER 2010

MEDIA CENTER Pop-Up Street Market

Boogie in the Bayou

Doubling as a play set and book tote, Market Day!, from publisher KANE MILLER, includes four board books housed within a pop-up street market. A pig, dog, peacock, and mouse each have their own stalls that are visited by the other townsfolk.

Children ages 3 and up can play with the four storybooks, which teach counting, shape identification, color recognition, and opposites differentiation, written in rhyme. The carrying case comes with pop-up vendor stalls as well as press-out characters of the featured animals.

On the heels of its 25th anniversary this year, MUSIC FOR LITTLE PEOPLE will release Buckwheat Zydeco’s Bayou Boogie.

Buckwheat is a Grammy Award winner and is joined by fellow children’s music producer Laurie Berkner and more. Featuring 14 new songs possessing a Creole-dance vibe, Bayou Boogie introduces children to bayou culture using Zydeco-style music, which combines guitar, accordion, and washboard music to deliver a French, Caribbean, and blues hodgepodge of sound.

Buckwheat hasn’t released a CD with the label since 1994.

SEPTEMBER/OCTOBER 2010

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SPECIALTY TOYS & GIFTS

Fall Toy Preview 2010

Gamewright Flips Out

G

amewright is releasing FlipOut, a light family strategy game of pattern matching and surprises. The company acquired the game, formerly known as Patchwork, as part of an exclusive agreement with Knightweaver Games for worldwide publishing rights to the card game.

Although the name has changed, the game play will remain the same: players draw cards and rearrange them to get four, five, or six of the same pattern in a row. However, each card has patterns on both sides, and anyone can take and use any card that they can see.

Lafayette Adds Coloring and Chalk to Puzzles

T

he Lafayette Puzzle Factory will introduce Crayola-brand Chalkboard Puzzles, Fodor’s-branded travel book puzzles, and puzzle concepts for 2011. The Crayola-brand Chalkboard Puzzles will offer new titles including maps of the U.S., Canada, South America, and Australia. The Beat the Clock Puzzles include three different puzzles with different piece counts (60-piece Easy, 60-piece Medium, and 300-piece Expert). The objective is to put your puzzle together the fastest using the included stopwatch. You and Me Puzzles include two puzzles: one is a traditional 500-piece puzzle while the second is a 60-piece version. The 60-piece version features more of the image so the puzzle is easier for youngsters to solve. Giant Shaped Puzzles are puzzles with non-traditional edges. The puzzles feature three shapes: hot-air balloon, jumping dolphin, and butterfly. Each puzzle features 500 shaped pieces and measures almost three feet at its widest point.

Pop-Up Film Puzzles each come with a 3-D piece of film that attaches to the assembled puzzle. The film takes elements from the puzzle and puts them front and center giving the illusion that the elements are flying off and in front of the actual puzzle. Each puzzle comes with glue and all the items necessary to create a unique puzzle decoration. The company will also introduce Frame It Puzzles, SPCAI Deluxe 100piece Puzzles, Puzzle Collector Art and Colorluxe Puzzles, Chris Flisher Mandala’s, Fodors “Places to Visit” Puzzle Books, and ColorView 300-piece 3-D puzzles.

92 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Pressman Toy Gets Smurfy

I

n anticipation of next summer’s release of Columbia Pictures’/Sony Pictures Animation’s 3-D release The Smurfs, in theaters August 3, 2011, Pressman Toy Corporation, specializing in classic games and innovative licensed products, has made a deal to create games and puzzles based on the movie. In this big screen release, the Smurfs are chased out of their village by the evil Gargamel and wind up in New York’s Central Park. The little blue creatures must find a way to get back to their village before Gargamel tracks them down.

Pressman Toy’s preschool games and puzzles are all priced under $20 with many options under $10. Games based on the movie will include Race to Smurfs Village, Don’t Drop Clumsy Board Game, Smurfs Follow Your Nose Dominoes, as well as Smurfs Pop ‘N Race, Make a Match, Big Roll Bingo, and a special spinning card game starring Clumsy Smurf. The products will be available at mass market and specialty stores nationwide in July 2010. Additionally, Pressman Toy will introduce a line of 24-piece puzzles featuring real movie scenes.

SEPTEMBER/OCTOBER 2010

THE TOY BOOK •

93

Fall Toy Preview 2010

Do You Have a Fat Brain?

A

cuity, by Fat Brain Toys, is a matching game where players race against one another to discover and match hidden patterns. But players have to be careful because eyes can trick you. Players either race or work together against the clock to find patterns hidden in the grid.

Each time a tile is turned over, a pattern may be created by combining two or four of the tiles in the playing grid. Acuity features 70 pattern tiles.

Jay at Play Has Animal Planet

J

ay at Play has several Animal Planet items available for 2011.

Squeeze the bellies of the 10-inch Chatter Monkeys and listen to them laugh. The monkeys will be available in brown, tan, and chocolate and will resemble three different Capuchin monkey species. The 16-inch Pick Me Up Cuties cry and beg to be picked up and will be available in Yellow Lab, St. Bernard, and Dalmatian while the 18inch Wagging Puppy Tails will be available in Rottweiler, Chocolate Lab, and Mutt. The nine-inch Wagging Puppy Tails will be available in Yellow Lab, St. Bernard, and Dalmatian. Kids can pet the backs of the 18-inch Standing 4Legged Wild Cats, and watch their eyes come to life as they make cat sounds.

The cats will be available in Cheetah, Siberian tiger, and snow leopard. The 14-inch Wild Eye Endangered Interactive Plush, which will be available in cheetah, snow leopard, and white tiger, come with sounds and lightup eyes. The four-inch Wild Eye Dinosaur Interactive Plush come with light-up eyes and dinosaur sounds. The product will be available in Triceratops, T-Rex, and Pteranodon. The nine-inch Wild Eye 4-Legged Standing Animation will be available in chimpanzee, elephant, tiger, fox, bear, and cheetah.

94 • THE TOY BOOK

Fundex Races with Bracelets

I

n Fundex’s Barbie Bracelet Chase, it’s a race to accessorize, Barbie-style. Each player starts with five bracelets, and during their turn they draw cards that allow them to collect, trade, steal, or wear bracelets on their arms. The first player to wear 10 bracelets wins. The game includes 60 fashion bracelets in six different colors, and is for two to four players, ages 5 and up.

SEPTEMBER/OCTOBER 2010

Fall Toy Preview 2010

Create Your Own Puzzle with Outset Media

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he Create Your Own Puzzle brand, from Outset Media, has expanded its high-quality blank puzzle board line with four new ways to play.

The company has added Pencil Crayons to the original 14-inch by 10inch size. Additionally, the company is introducing a three-foot by two-foot Floor Puzzle with 10 Jumbo Crayons, a 21-inch by 15-inch Large Puzzle with Pencil Crayons, and a seven-inch x five-inch Postcard-Sized Puzzle.

It’s a Wild Planet, with Aquapets

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ild Planet’s Aquapets are back. The collectible creatures are returning to store shelves in April, seven years after their original U.S. debut. Aquapets are thumb-sized, 3-D floating figures that live inside a raindropshaped case. The creatures come alive when kids or other Aquapets interact with them. A microchip, microphone, and speaker housed in the toy’s base allow Aquapets to respond to sound, replying with movement and melody. The more kids play with their Aquapets the more songs they will perform, and when two or more Aquapets are placed together they form an AquaParty— dancing, chirping, and conversing with one another.

Consumers can expect to see updated versions of eight previously released pets in redesigned aqua pods and with new games. The new games include Memory Moov, a memory-building sequence game; Aqua Speed, a fastpaced reflex challenge; and Bubble Boogie, a fun way to make the mini marionettes dance. The assortment will include Bebe, Bertie, Bunni, Fizzie, Fretta, Harf, Puku, and Squirt.

Denkosekka, Japanese for lightning speed, is a new fast-paced battle system. In the game, players use precision, strategy, and speed to collect disks of different values in order to be crowned the Denko Master.

Each player is armed with a Denko Catcher, which resembles a retractable yo-yo with a magnet embedded in its covered base. Players throw the Denko Catcher towards the ground to adhere to and retrieve metal-coated Denko Disks.

Aquapets Each Denko Disk is valued at a different number of points depending on the Denko Disk’s rarity, size, and shape. For instance, disks with smaller metal-coated centers of heavier frames are harder to catch and are valued higher. At the end of each round, players add up the points on their retrieved disks to determine the new Denko Master.

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Fall Toy Preview 2010

Cardinal Has New Licenses

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n 2011, Cardinal is expanding its licensing roster, which already includes brands such as Twilight, Disney, Nickelodeon, Star Wars, Glee, Sesame Street, and more. Next year, new licensed games and puzzles from the company will include Chuggington, Thor, Captain America, Family Guy, and Cars 2.

New Family Guy products will include trivia games, dominoes, play cards, and puzzles that feature characters throughout the history of the show.

The company is also introducing new wood puzzles that range from educational puzzles to knob puzzles to wood compartment boxes filled with assorted puzzles.

Connect, Roll, and Go with Basic Fun

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asic Fun introduces the first full-sized, take-along version of Hasbro’s Connect 4 game, called Connect 4 Roll & Go. The game’s packaging features a play grid that collapses, stores all the game pieces, and becomes a portable canister. The Connect 4 Roll & Go line includes a range of licenses such as Spider-Man, Phineas & Ferb, Hello Kitty, and Transformers.

The Changeable Disk Camera, originally introduced by Fisher-Price in 1968, will be available again in fall 2011.

Fisher-Price Classics’ Changeable Disk Camera features interchangeable picture disks that are advanced by pressing the “shutter” button. The viewfinder also features a changeable color wheel. Other features include a take-along strap and a rotating flash cube. The camera comes complete with five picture disks featuring Nursery Rhymes I, Nursery Rhymes II, Goldilocks and The Three Bears, Animals and Their Babies, and A Visit to the City.

Basic Fun will introduce electronic carabiner games based on classic gaming and traditional games titles. Tetris and Space Invaders will make their debut in miniature carabiner format. Each game will feature the game play that made them so famous for under $10. Also in electronic carabiner form will be Hasbro’s Yahtzee, Connect 4, and Operation. Game play for these games will be consistent with the originals, but in a pocket-sized, take-everywhere format.

Doodle Twist Pens feature miniature games that are built into the pen. Pull out the retractable game play surface, remove the game pieces from inside the pen housing, and you’re ready to play. Each Doodle Twist features two games: one that can be played alone and the other that you can play with a friend. Styles include Disney’s Phineas & Ferb, Tinkerbell, and Cars.

Basic Fun is also expanding its Koosh line in 2011 with Yo Koosh and Mondo Koosh. Yo Koosh features a full-sized Koosh Ball in yo-yo format. Loop the strap around your finger, throw the Koosh Ball and let it snap back to you. Mondo Koosh is an oversized Koosh Ball. Other Koosh Balls feature characters from Toy Story 3 and Phineas & Ferb.

Spider-Man Connect 4 Roll & Go

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Get a Green Start with InnovativeKids

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nnovativeKids is expanding its Green Start line with Green Start Play, Draw, Create. These ecofriendly kits include a magnetic dry erase board, five dry erase markers, a write-on/wipe-off activity book with activities and games, and more than 30 magnetic play pieces. The kits are available in two styles, Trucks and Princesses, and are made from recycled materials and printed with eco-friendly ink.

The Soft Shapes Play to Learn Games, for bathtime play, can float in water and stick to tub walls.

Sets include soft foam play pieces and a mesh bag to dry pieces and for storage. Dog Tag features two dogshaped squirters and 10 floating animals. Kids can use the squirt toys in a race to knock over each animal. Memory Match Cards includes a fishing net and 20 colorful, floating fish. Kids use the net to catch and match pairs of the same color and pattern, and then can stick them for display on the side of the tub.

Slide, See & Say Flashcards, a part of the Now I’m Reading Flashcards line, are flashcards that slide to reveal each word gradually so kids can sound it out, letter by letter. Available in short vowel words or consonant blend words, each card features simple picture icons under each letter to remind beginning readers of the sound of each letter. Put the sounds together and kids have decoded the word.

InnovativeKids is also premiering new Soft Shapes Chunky Puzzle Playsets and Soft Shapes My First Puzzles. The play sets include six chunky pop-out pieces that stick to the sides of the tub, and the First Puzzles can also be used during tub time, made from soft, chunky foam.

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Fall Toy Preview 2010 Douglas Expands Fuzzles Line

Puzzlers Pick GAPF’s Images

ouglas Company first introduced its Fuzzles line of bright and bold plush in February, and now the company is adding new characters, such as an owl and dachshund, to its line. Fuzzles are available in the original 11-inch size, and the newer 16-inch and six-inch (key chain) sizes. Each washable Fuzzle features bold color combinations, such as polka dots, floral prints, or stripes.

Fuzzles available now include monkey, dog, teddy bear, horse, and cat designs.

he Great American Puzzle Factory’s Puzzler’s Choice line features assorted images that were selected by experts and approved by puzzlers.

Images and themes chosen for the line include those popular by puzzlers—scenic images, dogs and cats, underwater, tropical, and rustic.

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SmartLab’s Sprout House Mystery

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martLab’s Sprout House is a self-watering “You Build It” greenhouse that includes a mystery seed. What could the seeds be? Plant them and watch them grow. Also included with the snap-together mini greenhouse are three mini planting pots, three types of seeds, a shovel, a ruler, stickers to decorate the greenhouse, and a full-color booklet.

All-Natural Spa Day is the sleepover/spa day/mommy-and-me version of the company’s All-Natural Spa Lab. With the kit, kids can explore the natural science behind beauty. Before spa day, party planners can send out invitations to friends or family members, and when the big day comes they can participate in spa-themed activities and take home ribbon-wrapped presents. The kit includes six project cards, bags of citric acid, four large-lidded pots, four small-lidded pots, four stir spoons, four headbands, four floral-shaped bath bomb molds, four pillow boxes with ribbon and sticks to package the bath bombs, glitter, a glitter scoop, three invitations, and a party-planning guide.

Kids can bring T-Rex back to life with It’s Alive: T. Rex. The kit includes eight Tyrannosaurus bones, a motor, and a full-color booklet with projects.

USAopoly’s Got Stooges

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SAopoly, the maker of collectible versions of Monopoly, Yahtzee, Trivial Pursuit, and more under license from Hasbro’s Entertainment & Licensing Division, is introducing new games next year including one that will “soitnely” be appreciated by fans. The Monopoly: Three Stooges Collector’s Edition features Curly, Larry, and Moe as players relive memorable episodes and one-liners. The Stooges version as well as Monopoly: AC/DC Collector’s Edition are slated to be available next summer.

Ever wanted to know who killed Kenny? Players have a chance to find out as they play Clue: South Park Collector’s Edition. The South Park version of Clue, for players ages 12 and older, will debut in conjunction with the 15th anniversary of the TV show in the spring.

The Yahtzee: Family Guy Collector’s Edition is the only dice game that allows fans of the Griffins to enjoy Yahtzee with a Family Guy twist. This collector’s version will be available in the spring and is for ages 8 and older.

Gleeks unite! Fans of the television show can draw, act, hum, and sculpt all things Glee with Cranium: Glee Edition. Due out next fall, the item is targeted for gleeks ages 14 and older.

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Kids II Gets Movin’

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rom Kids II, the Baby Einstein Roller-pillar Activity Balls, for ages 3 months and up, feature different activities, including a mirror, chime, rattle, and light. The Baby Neptune Ocean Orchestra, for ages 6 months and up, features two models of play: symphony mode and composer mode. The Baby Einstein Flip & See Sun, for kids from birth and up, features a large smiling sun. Babies can pull on the peek-a-boo blinds to open and reveal another scene.

From Bright Starts, Get Movin’ Music Player features eight melodies, which can be activated by pressing a button. This product is for ages 3 months and up. With the Peek-APal, for babies from birth and up, babies pull a handle to see a plush worm stretch out of an apple and vibrate back inside. The company will also introduce Play-a-Lot Petals, Teethe-aBug, Glow Buddy, Put & Take Purse, and Learn & Giggle Laptop.

Get Movin’ Music Player

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ToyQuest Drenches the Competition

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oyQuest is introducing new water toys for 2011. The Banzai Aqua Tech Transmorpher can be customized to match a mission. The blaster can be built in 11 different ways to shoot more than 25 feet. From a target shooter to a small quickdraw blaster, users can always be ready for the next water battle. Banzai Dragon Drenchers look like medieval monsters but can carry enough water to blast a stream of water up to 30 feet. Choose your dragon, fill it up with any basic hose, and then kids can storm the neighborhood with the creature-like water blasters. The Banzai Laser Scope Blaster has an LED target that allows users to scope and then fire with precision. The “seek ’n drench” blaster can be used for sneak attacks and for long distance.

ToyQuest is also expanding its Disney•Pixar Cars collection. Rev your engines and spray. The Spray ’n Play Lightning McQueen Sprinkler is easy to inflate and attaches to any garden hose. Kids can run, jump, and race around McQueen while he sprays at super speeds. The Cars Spin ’n Splash Sprinkler features Mater and McQueen racing to the finish. The spinning sprinkler can be connected to any garden hose and then the friends chase each other around the racetrack as whirls of water are sprayed. Also to be released is the Cars Swirlin’ Spin Out Pool with whirlpool water current; the Lightning McQueen Pool Rider, which includes sturdy handles and a seethrough windshield; and the Race to the Finish Slide, a two-land water slide.

Banzai Laser Scope Blaster

SEPTEMBER/OCTOBER 2010

Safari Adds to Its Prehistoric Creatures Collection

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or 2011, Safari will expand its collection of hand-painted figures of prehistoric creatures for children ages 3 and older. All of the products are phthalate and lead free. In its Wild Safari Dinos & Prehistoric Creatures line, Safari will introduce Kaprosuchus, an ancient ancestor of the modern crocodile that lived more than 99 million years ago. The figure measures 8.25 inches in length and two inches in height. Also to be released in the line is the Inostrancevia figure, a reproduction of the mammal-like carnivorous reptile that lived 251 million years ago; Edmontosaurus, a herbivore prey of the T-Rex from 70 million years ago; and the Guanlong, a dinosaur that lived 160 million years ago and sported a distinctive crest on its head and a coat of primitive feathers.

For children and adults who enjoy the world of fantasy, the company is releasing two new dragon figures. The Krystal Blue Dragon, an ancient Chinese symbol of royal power, longevity, and good luck, twists in a serpent-like motion among the clouds. This dragon features a transparent blue body. The Midnight Moon Dragon is an iridescent purple dragon with golden eyes. The dragon only appears outside of its lair at night and is feared by all.

Safari is also releasing more Winner’s Circle horse figures (Abaco Barb Mare, Appaloosa Mare, Appaloosa Foal), the Wild Safari North American Wildlife Roadrunner figure, and the Wild Safari Sealife Bull Shark figure.

Kaprosuchus

Fall Toy Preview 2010 Ravensburger Has Puzzleballs and Pyramids

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n 2011, Ravensburger will add a new shape to its three-dimensional puzzles, the 3-D puzzlepyramids. Featuring flexible hinged pieces that are numbered on the inside and snap together easily, the introductory puzzlepyramid collection will include five 240-piece designs: Impressions of Africa, Sunset in the Desert, Essence of Egypt, Spirit of the Seas, and Enchanted Dream World.

The company is also introducing its children’s puzzleball assortment in three new piece counts: 24, 108, and 180. Each puzzle in the 24-piece collection comes with a “half bowl” template on which children, ages 4 and older, can construct each side of the puzzle before connecting them together to form a sphere. The 24-piece puzzleballs will include designs for Chuggington and Highlights, “Numbers” and “Farm.” The 108-piece puzzleball collection, designed for children ages 7 and older, will include Ocean World of Colors, Children’s World Map, Unicorns, Dinosaurs, and Enchanting Princess. The 180-piece puzzleball, for children ages 8 and older, is an XXL children’s globe with rotation stand that includes fun facts about the world.

Other puzzles for next year will include more licensed products for Chuggington and Highlights, as well as for Animal Planet and Tinga Tinga Tales. All of the company’s puzzleballs and puzzlepyramids require no glue to stay together.

Buffalo Games Showcases “Our America”

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wo new puzzle series are set to premiere in 2011 from Buffalo Games. The new series will feature four images in a 1,000-piece count by Civil War artist Mort Kunstler, and four paintings in a 500-piece count by American caricaturist and illustrator C.F. Payne. Payne is best known for his “Our America” series, which is found exclusively on back covers of Reader’s Digest.

Additional puzzle series will be announced later.

“Midnight Snack”

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WowWee’s Got Fin Fin Friends

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in Fin Friends, by WowWee, are like real fish but with none of the mess. The more kids play with the friends the happier they will be. Kids can send Fin Fin Friends down the slide and they play interactively under water, really swimming in the pool.

Clap or call and the Fin Fin Friends will swim right over for food or to play. The play sets, including Penguin Playhouse and Sea Side Salon, are collectible and can create a custom underwater adventure playground.

WowWee’s Paper Jamz line is releasing new accessories next spring. Players can use the Drum Pedal to keep the beat, and it works with the Paper Jamz Bass Drum. Paper Jamz musicians can pump up the volume with the fully functional Paper Jamz Amplifiers.

The amps, in four new designs for spring, work with MP3 players. The company is also releasing Paper Jamz Headphones in six styles.

Fin Fin Friends Sea Side Salon

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Fall Toy Preview 2010

Moose Mountain’s Got Game

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he ESPN Pro-Style Hangin’ Hoops, by Moose Mountain Marketing, can turn any bedroom, dorm room, or office into a basketball court.

The product is inspired by the backboards seen in professional basketball games and features a clear polycarbonate backboard, a metal breakaway rim, and comes with a basketball.

The ESPN Game Shot 2-in-1 Game Center has two games in one— basketball and darts. The basketball game features an LCD scoreboard/game clock that keeps score automatically and plays arcade sounds, and includes two basketballs. The electronic dartboard keeps score for up to eight players, and features 13 different games and 80 different variations.

Budding boxers can keep fit and develop hand-eye coordination with the ESPN Stick ’n Move Speed Bag. The item hangs on any door and the platform can be adjusted to various heights.

ESPN Game Shot 2-in-1 Game Center

Out of the Box Captures Aliens

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n Shake ’n Take, by Out of the Box Publishing, aliens are on the loose and players have to capture them. In the game, for two to 10 players, each player has their own group of aliens, but there are only two capture markers. The goal is to catch as many aliens as you can before the next player grabs the capture marker out of your hand. The winner is the player who is first to capture all of his or her aliens.

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Lock in the Winning Moves

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layers’ Scrabble words won’t slip away with Winning Moves Games’ Tile Lock Scrabble board. The game board also features soft pads at the bottom so the board can slide and rotate effortlessly for a better view. Tile Lock Scrabble includes the plastic Scrabble game board with the tile-lock system, 100 plastic Scrabble letter tiles, four plastic tile racks, a drawstring tile bag, and instructions.

It’s A Dog’s Life is just like The Game of Life, but if it were played from a dog’s perspective. According to Winning Moves, 39 percent of U.S. households have at least one dog so the company believes there will be a huge market for a game like this. It’s A Dog’s Life is an official extension to the Game of Life brand and is for two to five players, ages 8 and older.

Fall Toy Preview 2010

CitiBlocs Hits the Road

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itiBlocs introduces several new stacking blocks. Great for indoor play, CitiBlocs require no glue, snaps, connectors, or magnets: just gravity, balance, and imagination. Made of colorful, two-inch-tall wooden blocks, the new strategy game RoadBlocs, for ages 4 and older, helps kids learn traffic signs as they maneuver their way around roadblocks.

CitiKits, for kids ages 3 and older, are concept kits of haunted, doll, and residential houses. The new kits have building pieces to create a haunted house, a pastel dollhouse, a proper Boston brown townhouse, and a red country house. Each kit will have 150 pieces.

CitiPeople, for ages 3 and older, is an accessory pack of wooden people to complement the other CitiBlocs sets.

CitiScape, for ages 3 and older, is an accessory kit with trees, shrubs, and landscape features. This kit works well with basic CitiBlocs and future specialty kits.

The 20-piece Little Builder Rattle Blocs, for ages 1 to 4, includes rattle blocks, steps, and triangular roof pieces with a wooden marble that makes a rattle sound tucked inside. There are no small parts and the toy is made of water-based paints.

Smart Gear Has a Chopper for Kids

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mart Gear is introducing two new Smart Balance Bikes, the Bubbleicious Smart Balance Bike and the Chopper Smart Balance Bike. The bikes are pedal- and training wheel-free, teaching kids balance and motor skills, which are necessary to learn how to ride a two-wheel bicycle. On the bikes, kids simply sit and walk or run with the bike by pushing with their feet. If the bike starts to fall, kids can instinctively regain their balance by using their feet. Once they have gained momentum, balance, and confidence, they can lift their feet and cruise.

Also new from the company is the Wonderworld Ride-On Boat. Children 18 months and older can ride in the boat, and steer left or right as they move along. The boat is ideal for pretend play. Also to be released is the Wonderworld RideOn Truck with a flexible suspension system, steering wheel sound, and storage area.

The Rolling Rainbow includes four different color and shape wheels on the adjustable track. The colorful wheels create different sounds and patterns when rolling down the track from top to bottom.

Other new products will include the Wonderworld Mini Fire Station, which kids can use to pretend they are a fireman rescuing people; and the Wonderworld Mini Airport, which includes a passenger terminal with security scan, a boarding bridge, a small luggage transfer vehicle, a plane with a passenger, and their luggage.

All of the products are eco-friendly, wood-harvested from a replenishable source, use formaldehyde-free glue and non-toxic paints and lacquer, and are packaged in a carton made from 70 percent recycled paper with water-based Chopper Smart Balance Bike ink printing.

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The Voice Reaching Both Trade and Consumers

CONTACT: JONATHAN SAMET ADVENTURE PUBLISHING GROUP 286 5TH AVENUE, 3RD FLOOR NEW YORK, NY 10001 TEL: 212-575-4510 FAX: 212-575-4521 WWW.ADVENTUREPUB.COM

CONTINUED FROM PAGE 24

extend your company’s message to a thousand of her own readers. Facebook reaches everyone because all consumers are on Facebook. Companies really have to determine upfront what their specific goals are in terms of marketing, and where social media fits into that. They can’t just be on social media. They really have to know what they are trying to achieve and then design all their efforts towards that.”

Tatalovich says that DCP designs a different message specifically for each social media platform to target different audiences. Teens, tweens, young adults, and collectors usually flock to Disney’s YouTube channel. Mommy bloggers, Disney enthusiasts, and media outlets follow the company on Twitter. Fans of Disney on Facebook are typically a combination, but mainly young adults, parents, and Disney fanatics. “I think it’s important to understand which social media channel [to use], why, and who is there. That really ensures that you are not targeting the wrong demographic,” says Tatalovich. “[We think to ourselves] ‘is there a following for Disney Princess on Twitter? Probably more so on Facebook. Okay, what about Tron? Tron and Disney Princess are totally different!’”

When DCP launched its new tween fashion line, DSigned, at Target, the company knew that it would use a social media campaign to announce the news. But instead of posting the same promotional video on YouTube, Facebook, and Twitter, DCP created different messages for each platform, which all worked together. A fashion music

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video featuring the line and set to Demi Lovato’s “Me, Myself, and Time” was posted on the Disney Living YouTube channel, after being sent out exclusively to hand-picked tween media outlets that embedded the video on their blogs. On Facebook, Disney posted an advertisement and photo album and on Twitter the company launched a contest that drove fans to check out the video and then to enter to win an outfit or handbag from the collection. On each platform there was a different incentive for fans to visit.

“Some companies think that they can throw up a Facebook page, or open a Twitter account, and the world will come,” says Azzarone. “Businesses need to understand that they have to motivate customers to engage with them by offering something they care about, whether it’s a personal relationship, a great value, exclusive information, or a fun opportunity.”

This summer, Sears Holdings Corporation, the parent company of Sears and Kmart, launched the Sears Shop Your Way Rewards “Billion Points” Contest, in celebration of the first year of its Shop Your Way Rewards Program, which allows customers to earn redeemable points for every qualified dollar that they spend. In the contest, Sears customers uploaded a 45-second video explaining what they would do if they earned one billion points for themselves or for a charity. Individuals could upload a different video each day through October 5, and from October 9 to November 3, the public will vote on the top 20 videos. The eventual winner will take home half of the points in the contest prize pool, and the other half will be given to charity. Julia Fitzgerald, Sears’ chief marketing officer of toys and seasonal, says that more than 40,000 people participated in the campaign.

“Social media has been a successful way to get the message out about our Sears Shop Your Way Rewards program,” says Fitzgerald.

“We have seen incredible ideas and creativity.

Individuals submit an idea, then reach out to their own social media network and to their charity to vote for their idea.”

Fitzgerald also says social media has helped the

SEPTEMBER/OCTOBER 2010

company learn about its customers. For instance, toy collector communities such as Hot Wheels fans are actively looking for news and information about products and collector events, and parents and other caretakers love planning for celebrations. This information has helped the corporation shape collector events and Kmart’s Birthday Club, which gives a five-dollar gift certificate and more to birthday boys and girls.

Jaeme Laczkowski, senior community relations manager for LeapFrog, believes the driving force behind a brand’s strength is the relationship it has with its customers. In LeapFrog’s social media communities, including Facebook, Twitter, and the Parents Community on its website, parents and teachers use the platforms to ask others about their LeapFrog experience so they can make an informed purchase decision. Often the responses from inside the community are more powerful and persuasive than a response from a LeapFrog employee.

Laczkowski tells the story of one mom on LeapFrog’s fan page on Facebook that posted about her autistic child’s experience with the company’s Leapster Explorer mobile

learning device. The mom wasn’t sure if the child would be able to figure out the product for use, but now he has learned how to write letters and can sing along with a game.

“As a learning toy company, that’s music to our ears and far more powerful than any marketing tagline we could create to promote our product,” she says.

DCP sees similar brand loyalty within its social media communities. “In threads, people will defend a certain product or brand and take the time to explain their case and why they like it,” says Tatalovich. “It’s fascinating to see that.”

Social media is a powerful marketing tool that can’t be ignored. While a consumer’s preferred platform may change––a teen on YouTube may decide to take up Tweeting as a young adult, and then become a fervent blogger as a parent––the underlying theme of social media will stay the same: building relationships. An unhappy consumer can spread negativity throughout his or her network with a click of a button, while a satisfied customer can be a loyal fan and influencer for life. “There’s nothing automatic about social media,” says Azzarone. “It’s all about relationships. It’s all about developing connections with people.”

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HOW HAS SOCIAL MEDIA IMPACTED YOUR BUSINESS? The Toy Book spoke with toy companies, retailers, and marketing execs to get their take on how social media has changed and benefited their business.

How does your company use social media? by brand including Bakugan, Air Hogs, and Mighty Beanz Twitter.com/SpinMasterToys 900+ followers “Spin Master has been increasing our [social media] presence through our own websites for brands such as Liv and Bakugan, while also spreading our message on sites like Facebook, YouTube, and Twitter.

We do not feel social media marketing is appropriate for every toy brand, but where we can use it for an open, two-way dialogue with our consumer, we will.”

—Rachel Griffin, director of global communications

Facebook.com/ LearningExpressInc 2,600+ likes Twitter.com/LEToysInc 250+ followers also by store location “Learning Express launched our Facebook fan page, operated by the home office, just over a year ago. It was followed by our blog, Learning Expressions. Now, more than 80 of our stores have their own fan pages. They send out local updates about product availability and events, but look to the corporate page to provide a baseline of content. We also have a small presence on Twitter, YouTube, and some of our stores participate in FourSquare.”

—Sharon DiMinico, CEO and founder

How does social media benefit your company?

Facebook.com/ Bandai.America 600+ friends Twitter.com/BandaiAmerica 2,400+ followers “Bandai now has a direct line of communication with our consumers and fans. So while consumers don’t want to hear a sales pitch on social networks, they do want to interact with their favorite brands and will become more loyal consumers. It’s important for our followers to see that ‘toy culture’ is a way of life, and we love every minute of it! Social media enables us to celebrate our fans.”

—Mark Schaffner, executive vice president of toys

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Facebook.com/AlexToys 1,500+ likes

Twitter.com/AlexToys 1,300+ followers “By engaging with our fans on a personal level, [through] Facebook and Twitter, we are strengthening brand loyalty and integrity. Alex also uses the platforms to promote new products, share information on awards, media placements, retailer news, and international growth. Facebook allows for exponential brand awareness—when one fan interacts with us, his entire friend list sees it in their News Feed. This allows us to reach more customers, both future and current.”

—Nurit Amdur, CEO

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How has social media changed the way you interact with customers?

Twitter.com/ ChildsPlayComm

Facebook.com/ DisneyLiving 200,000+ likes Twitter.com/ DisneyLiving 5,300+ followers

“Social media has made it possible for Disney Consumer Products to take a ‘real time’ pulse of what customers, fans, and consumers are saying about our brand or products. We turn to these channels often when developing products, marketing campaigns, retail promotions, and more. Your social community will tell you immediately if they don’t agree with something.”

—Nidia Tatalovich, director of corporate communications

1,900+ followers Facebook.com/ChildsPlayCommunications 160+ likes “The impact has been seismic. Companies now realize that they must communicate with consumers directly; [it] is an expected part of doing business, not an option. They are also beginning to understand that this interaction must include several components, including listening carefully to what consumers are saying, engaging them in ongoing conversations, and providing immediate response to issues.

Opinions once voiced to each other one-on-one on a park bench are now magnified globally.”

—Stephanie Azzarone, president and founder

How has social media changed the way you view marketing?

Facebook.com/Sears 160,000+ likes Facebook.com/Kmart 69,000+ likes Twitter.com/SearsDeals 23,000+ followers

Facebook.com/LeapFrog 34,000+ likes Twitter.com/LeapFrog 5,400+ followers

Twitter.com/KmartDealsnNews 27,000+ followers “Social media has changed everything. It is the newest form of PR and it is continually evolving. Corporate messaging is no longer a one-way conversation where we tell consumers what to think via a television commercial or a print ad. Consumers can now take a message, share it with their community, add to it, challenge it, or even help us invent it. With the advent of YouTube, and the ease of posting video online, Sears Holdings has seen consumers make their own visual stories that endorse our products and our programs.”

—Julia Fitzgerald, CMO, toys and seasonal

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“Social media has put customers in control. They tell us about their product experiences and engage with other parents to help them make informed purchasing decisions. Those parent and teacher recommendations are powerful word-of-mouth marketing, and although they can create waves, if you’re a brand like LeapFrog that listens to its customers and responds publicly with solutions or acknowledgement, they become the driving force behind a brand’s strength.”

—Jaeme Laczkowski, senior community relations manager

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Toy Safety Regulations Are You Making the Most of the Implementation Stays and Transition Periods?

by Fred Mills-Winkler

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ith the “stay of enforcement” of the U.S. Consumer Product Safety Improvement Act (CPSIA) and the transitional period of the new European Toy Safety Directive 2009/48/EC rapidly approaching expiration in 2011, it is becoming essential for toy manufacturers, importers, and retailers to use the remaining time wisely.

In the long run, the CPSIA and the EU Toy Safety Directive are bound to bring significant benefits to both consumers and those involved in the industry but, for now, the implementation of this generation of toy safety legislation puts the toy industry to a genuine survival test. The new U.S. and European market entry regulations require players in the toy industry to spend, at least in the first years, more money and time on design evaluation, risk assessment, materials research, testing, production control, conformity declarations and certificates, packaging, labelling, and distribution.

Knowing how to invest the right amount of resources and use the time remaining efficiently to ensure full compliance to these regulations could very well make the difference between those who fail and those who will be around to reap the benefits of a toy market governed by CPSIA and 2009/48/ECtype regulations.

Current Legislations Status In the case of CPSIA most milestones in the implementation timeline have passed, which means most parts of the legislation is already applicable. In spite of this, the number of toy recalls in the U.S. is still not negligible, due to various reasons. The only major remaining milestone is the third-party testing requirement for lead content in substrates which, after two stays of enforcement, is due to take effect on February 10, 2011.

In the EU, the transition period to the new Toy Safety Directive ends for almost all aspects of the Directive (i.e. mechanical, warning, and packaging requirements) on July 20, 2011. Due to a substantial increase in the number of restricted elements, the chemical requirements of the Directive have a transitional period of four years, until July 20, 2013.

Time Is of the Essence As the toys market has a seasonal character, a suggested best approach to complying with CPSIA and 2009/48/EC requirements might be to implement as many of the requirements as economically viable in the shortest amount of time

118 • THE TOY BOOK

possible, regardless of how far ahead the implementation and/or transitional deadlines are set.

Although it will be necessary to comply with all the requirements eventually, success might be achieved more efficiently and effectively through early activity while there is enough time to monitor progress, gain experience, and be ready to meet the compliance requirements before they become mandatory. Developing forward-looking strategies and committing resources to support quick alignment with applicable standards could be the key to success in an industry that constantly increases its number of regulations.

How to Do It The measures and requirements prescribed by both CPSIA and the EU Toy Safety Directive are quite complex and could require a significant overhaul of product development processes already in place. A good place to start is with a product concept feasibility review before investing any resources in the design and development of a new product. The goal here is to identify potential hazards and inconsistencies with known standards, safety rules, and regulations. In depth product risk assessments can identify foreseeable potential hazards that could result in serious injury or death and lead to a product recall. A complete documentation review and the implementation of a quality and/or process control system are also necessary tools that can prove essential for ensuring a smooth market entry. Third-party product testing is required in accordance with CPSIA and, when used in conjunction with an effective quality-control system and supply chain management program, could reduce the risk of contamination from restricted chemicals.

Though these measures might seem complex and sometimes never-ending, there is help available at every step of the way to help ensure products meet applicable toy safety and regulatory compliance requirements throughout their entire life-cycle.

■ Mills-Winkler has 40 years of experience in the toy, toy premiums, and general consumer products industries, including 28 years with direct responsibility for product quality, safety, and regulatory compliance. He most recently served as director, product safety and regulatory compliance, for EMC Consumer Product Services, where he was an active member of several industry committees involved with the CPSIA.

SEPTEMBER/OCTOBER 2010

Raising

the Bar

The Bratz Saga Continues

by Sanford Frank

W

ho owns Bratz? That is the question recently addressed by the United States Court of Appeals for the Ninth Circuit. In its opinion, the court noted that Carter Bryant, while employed by Mattel as a fashion designer in the “Barbie Collectibles” department, approached MGA with his idea for the Bratz line of dolls. A consulting agreement was signed on October 4, 2000—the same day that Bryant gave Mattel two-weeks notice. During this two-week period, Bryant worked with MGA to develop the Bratz line, including providing drawings and a sculpt.

Ultimately Mattel learned about Bryant’s involvement with the Bratz project, which led to a flurry of lawsuits. The lawsuits were consolidated and during the first phase of litigation, the ownership of Bratz was addressed. At trial, the jury found that Bryant thought of the “Bratz” name and created the preliminary sketches and sculpt while he was employed by Mattel. The jury also found that MGA committed three state-law violations.

Accordingly, it issued a general verdict finding MGA liable for infringement of Mattel’s copyrights in Bryant’s preliminary Bratz works and awarded Mattel $10 million in damages.

Based on the jury’s findings, the district court imposed a constructive trust, essentially transferring the Bratz trademark portfolio to Mattel, and issued an injunction prohibiting MGA from producing or marketing dolls similar to Mattel’s copyrighted Bratz works. On appeal, two of the issues addressed by the court depended on the interpretation of the language in Bryant’s employment agreement.

The first issue was the creation of a constructive trust.

The court found that the creation of a constructive trust would be appropriate only if Bryant assigned his ideas for Bratz to Mattel in the first place. Although Bryant had signed an employment agreement, which included language that assigned his rights of any invention conceived or reduced to practice during his employment to Mattel, the court found this language to be ambiguous on the grounds that the definition of inventions in the employment agreement included discoveries, improvements, processes, developments, know-

120

• THE TOY BOOK

how, designs, data computer programs, and formulae, but did not include ideas.

The second issue involved ownership of Bryant’s preliminary MGA’s Bratz 10th Anniversary Dolls Bratz drawings and sculpt. Bryant’s employment agreement provided for assignment of all inventions conceived “at any time during his employment.” Although the court found that the drawings and sculpt were inventions as that term is defined in the employment agreement, MGA argued that “at any time during his employment” covered only works created within the scope of Bryant’s employment, not those created on his own time and outside his duties at Mattel. The Ninth Circuit found the phrase “at any time during my employment” to be ambiguous, stating that it could mean the entire calendar period Bryant worked for Mattel, including nights and weekends, or it could be more narrowly construed to encompass only work hours.

A jury will decide both of these issues.

While there are more issues to be addressed to finally resolve the issue of who owns Bratz, two of the issues in dispute arose from language in Bryant’s employment agreement, which the court found ambiguous. To avoid a similar situation, knowledgeable legal counsel should thoroughly review all employment agreements and other agreements that address ownership of intellectual property.

■ Sanford Frank, Esq. has for the past 26 years devoted his legal career to providing legal counsel to the toy industry both as general counsel (Tyco-Playtime and Toymax) and as outside counsel. He is not employed by either Mattel or MGA, nor is he associated with any of the law firms that represent either company in the noted litigation. For further information, contact Frank at sfrank2@optonline.net or (631) 285-1147.

SEPTEMBER/OCTOBER 2010

How Do Toys Change the World?

“Toys Teach and Affect Us As We Grow Up.”

by Peter Wachtel, aka “KID Toyology”

T

each your children well. They are born little scientists, full of curiosity, confidence, wonder, and ignorance. Wouldn’t it be great to think freely, like a child? What if each project, task, or thing you had to do was totally open to interpretation? When you are a kid, everything is open to interpretation. Toys can change the world for the better, giving young minds tools to expand.

A toy is not a toy unless it is fun. But fun is not the only aim of the toy industry. Companies make toys that also teach and enhance motor skills. They make toys that embrace fantasy and toys that copy real life. Some toys help children express their feelings in a healthy way; others give rise to new thoughts and ideas about themselves and the world. In all these cases, there is an emotional connection to great toys as early as any of us can remember. Toys help teach us and help us grow, and remain a part of our life after that. We donate toys, buy toys, and give toys.

This isn’t new, either.

Toys have been a part of humanity in some way or another since the rise of man. They have shown us how to draw, drive, build, act, and create.

The functions, mechanics, brand genetics, and character of a toy account for whether or not it’s popular. People tend to gravitate toward popular toys, but I believe parents that shy away from the popular foster creative environments for their children. Children need to be themselves, and by

122 • THE TOY BOOK

playing with toys they learn how to be creative, imaginative, social, successful, and smart. Toys allow children to become in toys what they cannot become in real life, to “pretend.” Toys can teach children to unlock their own special ways of uniqueness, ways of manipulation and production in the theater of life, and to allow them to explore options and possible solutions to problems. This is what life and learning are all about.

Toys allow children to imagine themselves in different places as different people, doing things they are otherwise not accustomed to, and to try them out. They then learn from themselves and through toys who they are and what they are. They then seek out new experiences and tools because they have aroused the curiosity of their minds and have learned self-motivation. Then they seek out what they need and want to learn and bring it out into their future.

Toys are a way to learn, play, and develop emotional, physical, and mental abilities. If done right, toys can really shape the world and our kids who one day will be running the world. Who knows what toys the president, the Super Bowl champions, or the favored author or actor played with growing up. Toys have a major influence mentally and emotionally and help you be what you want to be, and toys really do change the world.

■

Peter Wachtel, also known as “KID Toyology,” is an award-winning creative toy and entertainment designer, inventor, and teacher. He has designed more than 500 products for the toy, entertainment, and design education industries, many of which can be found at KidToyology.com.

Wachtel was recently the chair/academic director and design instructor at Ai Hollywood for Graphic & Industrial Design, and has taught toy design at Pratt Institute, Parsons School of Design, and Otis College of Art & Design.

SEPTEMBER/OCTOBER 2010

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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 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, Xmas Tree Shops, Benny’s and Ocean State.

• N.Y. METRO…N.Y. City and New Jersey. Accounts… Toys R Us and their DOTCOM and Global Divisions, FAO Schwarz, Shepher Distributors and Supermarket Chains.

•MID-LANTIC…Pennsylvania, Wash D.C., Northern Virginia and Western Ohio.

Accounts…Rite Aid Drug, Group Sales and Lillian Vernon • K mart USA // JC Penney Catalog // Universal Studios Orlando // Gordman’s // Duckwall // Pamida // AAFES // Walmart // Variety Wholesalers • CANADA…Walmart, Toys R Us and Zellers’ We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries.

124 • THE TOY BOOK

SEPTEMBER/OCTOBER 2010

Industry Marketplace Classifieds

Place a classified in Please contact Yasmin Johnson 212-575-4510 x 2330 yjohnson@adventurepub.com

BUSINESS DIRECTORIES 2010 Trade Show Directory $39.95 Independent Sales Rep Directory $69.95 Toy Wholesalers & Manufacturers $29.95 1-800-635-7654 www.forum123.com

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Advertiser Index Adventure Publishing ......................113 ALEX ................................................59 Alexander Doll Company .................53 All Baby & Child............................S17 Box Creations..................................107 Briarpatch Inc....................................15 Carrera of America............................41 Charisma ...........................................S5 Cloud B .............................................68 Delta Children's Products ...........S7, S9 DuneCraft ........................................108 Eastcolight.........................................95 Elmers/Giddy Up ..............................13 Folkmanis..........................................S2 Funosophy .......................................121 Gold Crest Funding .........................124 Goliath Games.................................109 Grant & Bowman Playgro ................66 Guidecraft USA ..............................S13 HABA USA ......................................S3 Holdenone LLC/Zippies....................99

HKTDC ...........................................101 Horizon Fuel Cell Tech. ..................111 Hosung ............................................S23 Imperial Toy ......................................63 Innovation First .................................25 Insect Lore.......................................128 Interactive Toy Concepts...................51 International Playthings ....................65 Jakks Pacific......................................19 Maisto...........................................31,49 Neat-Oh International........................16 Nickelodeon ....................................4, 5 NPD.................................................123 Pacific Play Tents............................S11 Perisphere and Trylon Inc .................97 PlaSmart ........................................9, 11 Playtime Sales & Marketing ...........124 Pressman Toy ....................................17 Pretty Ugly LLC..............................110 Re-Think It, Inc...............................S15 Recent Toys .....................................115

Regal Logistics................................104 Sakar International ............................23 Savvi/TM International .....................39 Schleich North America ....................93 Scratch Art.......................................106 Senario ..................................35, 36, 37 Silverlit Toys .....................................33 Skechers ..........................................127 Spielwarenmesse .................................7 Spin Master Toys.........................27, 29 Tara Toy.............................................45 Tek Nek Toys Int...............................61 The Bridge.........................................55 The Haywire Group ........................105 Toy Industry Association.................119 Tree House Kids..............................1, 2 TUV Rheinland ...............................S19 University Games............................100 Wild Creations...................................43 Win/Fat....................................102, 103 World Tech Toys................................57

THE AD INDEX IS PUBLISHED AS A COURTESY. WHILE EVERY EFFORT IS MADE TO BE ACCURATE, LATE ADDITIONS AND CHANGES IN LAYOUT MAY RESULT IN ERRORS OR OMISSIONS.

SEPTEMBER/OCTOBER 2010

THE TOY BOOK •

125

Flashback: September/October 1991 2.

1.

1. Craft House Corporation introduces coloring program Barbie PC Fashion Design & Color on a 3.5-inch floppy disk.

2. Mantua Industries showcases its NFLCertified Super Bowl Express featuring an eight-wheel diesel engine, 12 NFL team cars, an NFL-decorated Super Bowl caboose, and more than 110 inches of track. 3. Screamin’ Products premieres The Mutant Kit, based on the monster movie Suburban Commando.

3.

TMA RELEASES TOP TOY RETAILERS’ ESTIMATED 1990 MARKET SHARES The Toy Manufacturers of America (TMA) has released figures indicating the top 20 retailers’ estimated dollar shares of the U.S. toy industry for 1990. The information, compiled by The NPD Group, is based on retailers’ toy volume including video. Toys “R” Us took the lead, claiming a 17.9 percent share of the toy market, a 1.6 percent jump over its dollar share in 1989. Walmart ran a distant second, claiming only an 8.3 percent tighthold in the market for 1990, a less than 1 percent rise over its 1989 monetary grasp. Sears’ market share slipped from its 3.7 percent dollar share in 1989 to a 2.5 percent share in 1990, and Lionel/Kiddie City slipped from 2.2 percent in 1989 to 1.9 percent in 1990.

See chart at right for the full figures from The Toy Market Index’s 1990 estimates.

126 • THE TOY BOOK

Chain

Type

Toys “R” Us Walmart K-Mart Child World Kay-Bee Target Sears Service Merchandise Hills Ames Lionel/ Kiddie City J.C. Penney Bradlees Roses

Toy Discount Discount Toy Toy Discount Department

1990 $ Share 17.9% 8.3% 7.7% 4.7% 4.5% 4.5% 2.5%

1989 $ Share 16.3 % 8.1% 7.4% 4.3% 4.0% 4.9% 3.7%

# of Stores 456 1,615 2,215 153 1,136 420 864

Cat. Showrm. 2.2% Discount 2.0% Discount 1.9%

2.7% 2.1% 1.7%

349 154 448

Toy Department Discount Discount

2.2% 1.6% 1.2% 0.8%

96 1,328 130 238

1.9% 1.7% 0.9% 0.9%

SEPTEMBER/OCTOBER 2010