September/October 2011

Vol. 27, No. 5

Tablets & Tech Trends for the iTot Generation

T

here is no escaping them. You see them everywhere: iTots.

Those little consumers who have their hands all over the family iPhone or iPad, and other tablet computers, smartphones, and mobile devices. It’s the touch screen that draws them in—it’s so intuitive. They just start tapping, dragging, zooming, playing, and exploring. So, it is no surprise that toy manufacturers and other new industry players have entered the market with products specifically designed to appeal to kids, using new touch screen interfaces, accelerometers, and other technologies that mimic the activities found on their parents’ devices.

page 24

page 95

iHobby Expo

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Kids Visit, Parents Buy, They All Count

page S14

September/October 2011

Fall Toy Preview What’s New for 2012 page 37

table of contents

September/October 2011 Departments

Published by Adventure Publishing Group, Inc.®

Volume 27, Number 5 www.toybook.com

Features

P UBLISHER Jonathan Samet

Publisher’s Viewpoint Page 12

Tablets & Tech Trends for the iTot Generation

jsamet@adventurepub.com E DITOR

Stat Shot TIA Perspectives

jbreyer@toybook.com

Virtual Worlds Represent Real Value

A SSOCIATE E DITOR Elizabeth A. Reid ereid@toybook.com

Page 114

Page 16

C ONTRIBUTING W RITERS /E DITORS Jennifer Axen Karsh, Jill Feigelman,

Social Commerce: The Next Big Thing

Announcing the 2011 Toy Insider Holiday Gift Guide Page 18

C HIEF

Jackie Breyer

Page 24

Page 14

IN

Bryan Joiner, Kristian Luoma,

Page 118

Andy Marken, Kathleen McHugh, Kristin Morency, Reyne Rice,

Co-Creation with Kids

Mark Ryski, Melissa Tinklepaugh, Matthew Warneford

Page 120

P RODUCTION D IRECTOR

The Big Toy Book’s Sweet Suite Event Page 20

Industry Update

Anthony K. Guardiola

Fall Toy Preview What’s New for 2012

C ONTROLLER /O FFICE M ANAGER Robert Forde rforde@adventurepub.com

Page 37

Page 22

aguardiola@adventurepub.com

O FFICE A SSISTANT Jazmin Idakaar

5 Questions with Jada Toys Page 36

Talking Social Media Page 112

Industry Marketplace Page 124

Flashback: September/October 1991

Page 126

Specialty Toys & Gifts: Page 95 Center MedPia iHobby Expo age S17

New Page s S4

Page S8

Editor ’s Lett er Page S 3 Pick Up a Hobby

Insights s ’ A R T S A Page S6 Wha t’ Pag s New e S1 6

jidakaar@adventurepub.com U.S. Corporate Headquarters Laurie Schacht, President laurieschacht@aol.com

Adventure Publishing Group, Inc.® 307 Seventh Ave., #1601 New York, NY 10001 Phone: (212) 575-4510 Fax: (212) 575-4521

Page S10

Kids Visit, Parents Buy, They All Count Page S14

Member, International Toy Magazine Association

Publisher’s

Viewpoint

iTechnology

for the Toy Industry

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here have been many famous people who have shaped the success of the toy industry: Louis Marx, Merrill Hassenfeld, Eliott and Ruth Handler—the list goes on and on. But now someone from outside the industry is having a major impact on many of the toys currently being developed, and most certainly for the future.

That person is Steve Jobs—the amazing visionary who has changed so many aspects of our personal and business lives. Over the years, he has changed the personal computer business, the way we listen to music, and the way we utilize our cell phones. The introduction of the iPad took it a step further. These products and the importance they play in our families’ lives are now being incorporated into the toys and games being developed within our industry.

In this issue we present a feature on the effect that “iTechnology” is having on the toy industry. The changes extend not only to the internal workings, but more importantly, to the product design of the toys so that they better emulate the products that children see their parents and older siblings using. The greatest effect has been seen in the early learning aids and games categories, but it has also carried over into other categories. The products being developed can be dedicated products, but often work with, complement, or are an accessory to a parent’s cell phone or tablet computer. The article (followed by two sections covering the digital landscape) starts on page 24, and focuses on the products that have entered the market in 2011.

As we all know, October also means Fall Toy Preview, which has become a symbol of kicking off the “New Toy Year.” In Dallas, manufacturers will begin previewing their 2012 line, and, I imagine, many new products that will

12 • THE TOY BOOK

Jonathan Samet publisher

continue to incorporate “iTechnology.” The toy industry has always been a “fashion” business, looking to capitalize on the current trends in the marketplace. Therefore, as new mobile and web technologies continue to develop, along with children wanting to emulate the products they see in the household, I believe we will see many new “i” product introductions at the upcoming toy shows for 2012 and beyond.

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SEPTEMBER/OCTOBER 2011

S TAT S HOT A MAZON . COM

TOP 10 FAMILY E NTERTAINMENT & CASUAL GAMES TITLES R ANKED BY T OTAL U.S. U NITS , A UGUST 2011

RANK TITLE

1 JUST DANCE SUMMER PARTY

PLATFORM

2 JUST DANCE 2

3 THE SMURFS DANCE PARTY

WII WII WII

B EST-S ELLING T OYS , A UGUST 2011 1 CRAYOLA 24 COUNT CRAYONS

11 F-P OCEAN WONDERS SOOTHE & GLOW SEAHORSE PINK

2 RORY’S STORY CUBES

12 ANGRY BIRDS 5” PLUSH RED BIRD WITH SOUND

3 LEGO STAR WARS ADVENT CALENDAR

13 F-P OCEAN WONDERS SOOTHE & GLOW SEAHORSE BLUE

4 PLANTS VS ZOMBIES

NDS

4 SYMA R/C HELICOPTER

14 NERF N-STRIKE MAVERICK

6 WIPEOUT: THE GAME

WII

6 BANANAGRAMS

16 THE SETTLERS OF CATAN

8 INTEX RIVER RUN 1

18 PERPLEXUS MAZE GAME

10 SPOT IT

20 V FOR VENDETTA MASK

5 WIPEOUT: IN THE ZONE

360

7 DANCE CENTRAL

360

9 WIPEOUT: THE GAME

NDS

8 MICHAEL JACKSON: THE EXPERIENCE 10 MARIO PARTY

WII

NDS

Source: NPD Group/Retail Tracking Service

5 ANGRY BIRDS: KNOCK ON WOOD GAME

15 LEGO ULTIMATE BUILDING SET - 405 PIECES

7 CRAYOLA 24 COUNT LONG COLORED PENCILS 17 ANGRY BIRDS 5” PLUSH BLACK BIRD WITH SOUND

9 NERF SUPER SOAKER SCATTER BLAST

19 QWIRKLE BOARD GAME

Technology Adoption Is Changing Media Consumption Habits

The world is a lot different now than when I was a kid. Gone are the days of three television networks that deliver a set slate of programming. The options for accessing entertainment content have never been greater, and just looking at one form of entertainment—television—we can see how that is impacting media consumption habits among kids.

Comparison of Ways That Kids Watch TV Content In 2009, 86 percent of kids ages 2-14 watched tele2009 vs. 2011, Kids Ages 2-14 (selected methods) vision shows live, as they aired. This has declined to 79 percent in 2011, and watching TV has migrated to more kids watching shows via DVR playback, on a DVD or Blu-ray disc, or streaming online via computer. Of course media tablets are a new phenomenon and already about 3 percent of kids are using them to watch TV shows.

While the chart to the left illustrates the change in behavior for just one form of entertainment consumption, we are seeing a lot of changes among other types of activities as well. The adoption of these newer methods for accessing content is interesting in and of itself, but it also has implications for how you reach kids from a marketing perspective.

Source: NPD Group/Kids and Entertainment Content 2011 Edition

14 • THE TOY BOOK

—Anita Frazier, industry analyst, NPD Group

SEPTEMBER/OCTOBER 2011

Toy Industry Association Perspectives

TOTY 2012... Be in It toWin It!

by Kristin Morency, communications coordinator and journalist, Toy Industry Association (TIA)

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he leaves are changing, the air is getting cool, the holiday shopping season is almost here… and that can only mean one thing: It’s TOTY time! The Toy of the Year (TOTY) Awards program is the annual Toy Industry Association-administered event in support of the inspiring work of the Toy Industry Foundation (TIF). Kicking off Toy Fair week in February, the Saturday night (February 11) celebration brings together members of the industry to honor the year’s most popular new toys and games, and salute the icons being inducted into the Toy Industry Hall of Fame.

Now through October 14, toy companies, inventors, retailers, and others are invited to submit toys, games, and properties for consideration in the 11 TOTY categories (see below). Nomination committees composed of up to 15 individuals will include buyers from mass and specialty retailers, journalists and bloggers, and toy specialists who will select which of the hundreds of nominees will be chosen as finalists. Each product selected will also be considered for the overall “Toy of the Year” award.

Voting begins when the finalists in each category are unveiled during a national press conference on November 21 in New York City. The five weighted ballots—one each for consumers, mass retailers, specialty retailers, media, and members of TIA—will remain open through mid-January.

Families will be encouraged to cast their votes at ToyACTIVITY TOY OF THE YEAR: toys that inspire creative play Awards.org where they can also register to win fantastic prize through various forms of activity packages.

BOY TOY OF THE YEAR: toys developed for boys of any age “The TOTY nomination and voting process is a win-win EDUCATIONAL TOY OF THE YEAR: toys that help children to situation,” says Stacy Leistner, vice president of strategic develop special skills and knowledge through play communications, TIA. “The selection process puts all nomGAME OF THE YEAR: children’s board, card, CD-ROM, or inated products in front of category buyers and key toy inelectronic game formats. All electronic games must have fluencers, while the voting process shines a spotlight on the an ESRB “Early Childhood” rating finalists to consumers and media during the crucial holiday GIRL TOY OF THE YEAR: toys developed for girls of any age shopping season.”

INFANT/TODDLER TOY OF THE YEAR: toys developed for inTo be eligible, products must be available at retail in the fant children and toddlers (ages up to 36 months) U.S. on or before November 21, and have been introduced to INNOVATIVE TOY OF THE YEAR: toys that combine innovathe marketplace within the last two years. A brief description and play value tion and a statement explaining why the product deserves OUTDOOR TOY OF THE YEAR: toys designed for outdoor play recognition are required. Each submission is $75 for TIA PRESCHOOL TOY OF THE YEAR: toys developed for premembers and $125 for non-members. The deadline for enschool-aged children (ages 3-5) tries is Friday, October 14, by the close of business.

PROPERTY OF THE YEAR: property that had the greatest TOTY 2012 will take place in New York City on February success spreading its brand throughout the industry 11 at the Alice Tully Hall in Lincoln Center. Tickets for the SPECIALTY TOY OF THE YEAR: toys primarily distributed event will go on sale in October. For more information about through specialty retailers the event, visit TOTYawards.org.

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TOTY Categories

16 • THE TOY BOOK

SEPTEMBER/OCTOBER 2011

Announcing the Sixth Annual

Toy Insider Holiday Gift Guide

A

dventure Publishing, Inc., publisher of The Toy Book and The Licensing Book, is once again 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 sixth 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: Jonathan Samet, group publisher at Adventure Publishing; Laurie Schacht, Toy Insider Mom, president at Adventure Publishing, and contributing toy editor at Woman’s Day; Jackie Breyer, editorin-chief of The Toy Book, the leading trade publication in the toy industry; and Reyne Rice, a 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 110 toy recommendations from 80 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 interests for that specific age group to assist busy parents and grandparents

18 • THE TOY BOOK

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,” says Jonathan Samet, publisher of the Toy Insider. “Over the past five years, we’ve gotten terrific feedback on our guide from parents and grandparents, so we’re excited to share our fun, affordable picks for 2011.”

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 year, in outlets such as the Today show, The Talk, Good Day New York, ABC News Now, The CBS Early Show, Fox & Friends, Bloomberg News, USA Today, Wall Street Journal, and BusinessWeek, the Toy Insider is again poised to make a splash with national and local print, broadcast, and online media outlets during holiday 2011. For more information on the Toy Insider, including how to participate in the 2012 guide, please contact Jonathan Samet or Laurie Schacht at (212) 575-4510.

For updates on the Toy Insider, follow @thetoyinsider on Twitter and like the Toy Insider at www.facebook.com/toyinsider. Visit www.thetoyinsider.com for more information. ■

SEPTEMBER/OCTOBER 2011

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n August 4, 310 bloggers attending the BlogHer conference in San Diego came to The Big Toy Book’s Sweet Suite event to connect with toy brands in a fun, interactive setting. The event was one of the most coveted events of the weekend with a wait list of 200 people. With The Big Toy Book toy experts and partner KidzVuz.com, there were industry experts, moms, and tweens all in one room.

The Sweet Suite hosted mini-lounge areas, each set up by the individual brand with its latest products. Bloggers were able to sit down, relax, casually chat with their peers, and play with the toys.

Adora sponsored a photo station for bloggers to “get the fix on baby itch” by taking photos with the company’s lifelike newborn line. Attendees chose their baby doll, witty caption sign, and struck a pose.

Sponsors with tween-targeted products were given the opportunity to have their products kid-tested and reviewed on KidzVuz.com before the event. The reviews were displayed on laptops for bloggers to check out.

The Big Toy Book treated guests to gourmet cupcakes, brownies, and chocolate covered-strawberries. There was even a Pinkberry station.

Guests were invited to take home products featured in the room, and then some.

Upon exiting the gifting suite, each guest received products from more than two dozen toy sponsors.

Visit TheBigToyBook.com for more information. ■

20 • THE TOY BOOK

SEPTEMBER/OCTOBER 2011

Industry Update POOF-SLINKY ACQUIRES LINES FROM ELMER’S Poof-Slinky, Inc., has acquired the Scientific Explorer and Fuzzoodles product lines, and other related assets, from Elmer’s Products, Inc. Both product lines, formerly assets of Elmer’s Giddy Up division, have extensive North American and international distribution.

The Scientific Explorer line, a decades long mainstay in the science and activity category, consists of a wide range of multifaceted kits that introduce hands-on science in a fun, easy format. Covering the quirky side of science, each kit combines an equal mix of education and activity to capture kids’ interest and imagination.

Fuzzoodles, an activity line made up of fluffy, colorful noodles that bend and twist, were introduced in 2010.

Each product in the activity line includes an array of wacky accessories that allow a child to flip and switch parts to create endless customized characters.

22 • THE TOY BOOK

THE BRIDGE GRABS THE ANNOYING ORANGE The Collective, the entertainment management and production company behind the Annoying Orange, is partnering with Jay Foreman and The Bridge to produce talking figurines, talking plush, and more inspired by the viral sensation. The deal was brokered on behalf of The Collective by The Joester Loria Group, the licensing agent for the brand.

SEPTEMBER/OCTOBER 2011

OAKTREE CAPITAL MGMT FUNDS PROPOSE JAKKS ACQUISITION Oaktree Capital Management, L.P. announced that certain funds and accounts it manages have made a proposal to acquire all outstanding shares of Jakks Pacific, Inc.’s common stock for $20 per share in cash, representing a total equity value of approximately $670 million on a fully diluted basis. The offer represents a 25 percent premium over the company’s closing stock price as of September 13, the 30-day average closing price of the company’s stock leading up to September 13, and the average closing price of the company’s stock during the preceding 24 months. The Oaktree Funds are among Jakks’ largest shareholders, with a current collective stake of approximately 4.9 percent of Jakks’ common shares.

Jakks Pacific’s CEO, Stephen Berman, responded to the proposal by acknowledging that the offer remains a conditional non-binding indication of interest. Berman said that Jakks’ board of directors “will carefully consider [the] indication of interest with the advice of the company’s independent financial and legal advisors, Rothschild Inc. and Skadden, Arps, Slate, Meagher & Flom LLP, and will continue to act in the best interests of the company and its shareholders.”

IMPERIAL TOY SIGNS DEAL FOR KIDZ BOP LICENSE Imperial Toy has signed a licensing agreement with Kidz Bop to develop, market, and manufacture a line of pop star role-play toys and products based on the kids’ music brand. Imperial is debuting the line at Fall Toy Preview in Dallas, in booth 12-27.

Imperial’s Kidz Bop line will embody the excitement and high energy associated with the brand.

The initial product offering is expected to include musical instruments, fashion accessories, and more, with on-trend styles, color palettes, and technological features. The line is slated to launch in summer 2012 to coincide with the release of Kidz Bop 22.

Imperial and Kidz Bop will host a special performance by the Kidz Bop Kids at the Dallas Fall Toy Preview Opening Night Party, in support of the Toy Industry Foundation (TIF). Kidz Bop recently concluded a nationwide search to cast five young performers as the new Kidz Bop Kids and the face of the music brand.

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

SEPTEMBER/OCTOBER 2011

Tablets and Tech Trends for the iTot Generation

by Reyne Rice, toy trend expert and trend futurist .

T

here is no escaping them. You see them everywhere: iTots. Those little consumers who have their hands all over the family iPhone, iPad, and other tablet computers, smartphones, and mobile devices. It’s the touch screen that draws them in—it’s so intuitive. They just start tapping, dragging, zooming, playing, and exploring. So, it is no surprise that toy manufacturers and other new industry players have entered the market with products specifically designed to appeal to kids, using new touch screen interfaces, accelerometers, and other technologies that mimic the activities found on their parents’ devices. These more toyetic versions are specifically designed with a child’s developmental needs in mind, ergonomically designed to fit a child’s small hands, and generally priced to fit a parent’s wallet.

For Kids of All Ages With 70 adult tablet computers unveiled at the Consumer Electronics Show in January, it was no surprise to retailers that kids’ tablet products would soon follow. The offerings in the kids’ market range in retail price from $40 to over $400, so there are a wide variety of products and a vast difference in the targeted age ranges and operating systems, as well as the type of content they provide.

Some parents are seeking products that can teach their children and give them an educational edge. Other parents look for multipurpose devices that can provide some creative play options for their children, as tools for tapping their child’s imaginative and artistic talents. Others are happy simply to provide a temporary distraction for their toddlers, or their older children, when they are in need of a few minutes of relief.

For the educational product segment, parents feel less guilty allowing their children screen time since they feel that their children are learning and actively engaging in interactive play while they are having fun. In a recent report from the Joan Ganz Cooney Center at Sesame Workshop, titled

24 • THE TOY BOOK

“Families Matter: Designing Media for a Digital Age,” 69 percent of surveyed parents believe that certain games (interactive digital games and video games) can promote academic skills. The study also found that “Mobile devices can be considered anytime, anywhere learning tools. They can enhance networked play and learning by allowing kids to take the necessary hardware outside, from home to school to Grandma’s house, for uninterrupted continuity of experience.” More insights on this topic can be found on page 30.

This year, educational learning toy manufacturers have provided a variety of technology-based product offerings.

Many products have skill-leveling components built in, which measure a child’s abilities, and then adjust the difficulty level to suit the child. As the child masters the activities, the product will offer more difficult tasks, providing constant engagement and age-appropriate challenges.

Educational Learning Tools We have already seen brisk sales for the LeapPad Explorer, which was an early entrant into the children’s tablet market. The pre-sales outsold first available quantities, indicating that parents and caregivers were excited enough about the product to open their wallets. The educational content for this new LeapPad platform is cross-compatible with past Leapster Explorer products, providing an incentive for parents who had already invested heavily in LeapFrog platforms, and for retailers who sell both systems.

VTech gained strong traction last year with MobiGo and the VReader. The VTech InnoTab Learning App Tablet offers an expanded educational experience, and is launching this fall.

The InnoTab is designed to enhance reading and curriculum skills, and it also encourages creative play by offering games, videos, and an art studio.

Both the LeapFrog LeapPad and the VTech InnoTab promise to have libraries of at least 100 titles by year’s end, through a combination of physical cartridges and down-

SEPTEMBER/OCTOBER 2011

loadable digital content. Both manufacturers also have online tools where parents can track and monitor their children’s milestones and achievements on these devices.

Oregon Scientific expanded its portable tools offerings last year with the BarbieBerry, a PDA-type device that performed role-play tasks, simulating a Blackberry device. This fall, Oregon Scientific is introducing the Barbie Touch Screen Fashion Tablet, loaded with 30 touch screen learning activities.

For Aspiring Young Technologists For parents and retailers who embrace digital learning for infants and toddlers, a new manufacturer, Rullingnet Corporation, is offering the Vinci Tablet, an upscale version of a kids’ tablet computer that runs on the sophisticated Android operating system. Starting at an infant-toddler age and growing with skill-leveled activities for children to age 5, this product is currently being sold at Fred Segal, on Amazon, and at other upscale retailers. Designed to stimulate early learning play experiences and to encourage inquisitive exploring, this tablet computer incorporates the Vinci Early Learning Curriculum. Developed by child psychologists, the activities encourage fine motor and social/emotional skills, language and cognitive skills, and logic and sorting activities. As a child progresses through the activities, it offers more advanced skills.

SEPTEMBER/OCTOBER 2011

Encouraging Creativity Many parents want to encourage their children’s innate skills and abilities, and provide products that will encourage their budding artists. Creative tech products that offer special tools to enhance the tablet drawing experience are sought out by these consumers. The THQ uDraw Game Tablet with Instant Artist software is a multifaceted drawing tablet device that offers a wide range of tutorials for young artists and a variety of tools that teach skills for playing, drawing, printing, and sharing artist creations in HD. Last year, the uDraw Game Tablet was available only for use with the Wii gaming system. Now, new versions are available to interact with the Microsoft Xbox 360 and PlayStation 3.

Crayola has partnered with Griffin Technologies to create a coloring stylus tool, with which kids can create artwork on their family tablet computer, and then save their creations to share with the family. With a free downloadable app, the Crayola iMarker and Crayola Color Studio HD iPad app allow kids to create “live” animated coloring pages, which move and react as kids color, offering an interactive coloring experience complete with music, special effects, and animations. The ColorStudio HD app features a built-in library of art in themed environments, and children can select their artist tool of choice, whether it is crayons, markers, colored pencils, or a paintbrush.

THE TOY BOOK • 25

GET

INTO

GAMING

Many consumers have tried various gaming apps (i.e.

Angry Birds or Plants Vs. Zombies) and game-lite versions of favorite games (Rush Hour, Scrabble, Tetris, etc.) for smartphones, mobile phones, and tablet computers. Now, innovative manufacturers are also developing physical products that work in tandem with these devices to create gaming play options for the whole family. According to market research firm IHS iSuppli, shipments of tablets will rise to 262.1 million units in 2015, up from 17.4 million in 2010. Smartphone shipments are projected to increase to more than 1

h c t a w Trend

billion units in 2015, up from 294.3 million in 2010, according to the firm. Other research suggests that up to 85 percent of families who are buying tablet devices are fully intending for those devices to be used as part of the family entertainment experience.

Identity Games, a Netherlands-based game manufacturer, has created the Game-Changer, a game board where the iPad slides into a sleeve and uses the tablet as a tool for a multi-player, multi-touch game experience. Scoring, asking questions, and advancing gameplay are all managed by the iPad device. The first products will hit market in the U.S. in continued on page 28

Schools are integrating tablets into the curriculum.

Grab your grant dollars!

T

he new trend in elementary, middle school, and high school curriculum is to enhance and develop students’ 21st century skills, including digital and interactive media competencies. The Bill & Melinda Gates Foundation recently announced a new grant program designed to encourage and support development of interactive digital media tools that mirror the feedback loop mechanisms that appeal to kids in video gaming. By supporting learning programs that combine that trial-and-error component inherent in video gaming, kids are empowered by learning at their own pace, are encouraged to take risks, and are rewarded by experimenting with various hypotheses, without reprisal. Learning to fail is becoming a part of the learning process curriculum. Other foundations supporting grants and new development funding in this area include the MacArthur Foundation, the Joan Ganz Cooney Center awards, and the Pearson Foundation. Manufacturers can apply for these grants to develop products that fit the grant criteria.

Some manufacturers outside of the toy industry are focusing solely on the in-school educational marketplace. Kineo, from Brain-

26 • THE TOY BOOK

child, is an educational platform that boasts a seven-inch, Android-based tablet PC, and is designed to power-pack information into a slim format device. It is estimated that it can hold 100x the amount of data contained in the average encyclopedia set. There are reading programs, and drawing, writing, and recording tools. The Kineo has a built-in tutor that monitors a child’s progress and knows exactly when it’s time for a challenge. Kineos are not currently available for private purchase, but 5,000 units are being shipped to various school districts across the U. S. this fall for a test market program.

Edutone is another manufacturer that is currently providing a school-only tablet device that is bundled with the company’s multimedia platform programming, EduTone Xchange. The ET Persona educational PC tablet works with the company’s full line of K-20 educational programs and has an integrated privacy filter that conforms to statutes laid out in the Children’s Online Privacy Protection Act. These are important trends to watch, as toy and game manufacturers and retailers seek to keep abreast of this rapidly expanding interactive tablet market, and impact kids’ lives, both inside and outside of their schools and homes.

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SEPTEMBER/OCTOBER 2011

November, with additional Game-Changer sleeves available for supplementing game libraries next year.

Discovery Bay Games has developed a series of games that overlay gameplay to the tablet experience. These products will be launched nationally this month. Duo Plink is a new way for people to connect with a game device that creates a multi-touch, multi-player gaming experience. The Duo Plink device fits over the iPad, provides the questions, and keeps score. Another of the company’s new iPad games, Duo Pop, offers a fast-paced game that keeps players pitted against one another to answer rapid-fire questions with their handheld devices. A third option, the Atari Arcade, powered by Duo, brings the nostalgic fun of Atari gaming classics to the iPad. With the Duo Controller as a joystick, players can relive the fun of all of the classic fast-action games, like Asteroids, Centipede, and Action Command.

New Options for the iPhone

taches to your device, and is powered by downloadable apps from the Apple store.

Even the youngest consumers are experiencing play options with the iPhone while busy parents are on the go. The “pass-back effect” is often used to quiet or distract a baby with an iPhone for a few minutes at a time, when busy parents and caregivers are running errands or driving the car.

Fisher-Price recognized the concern of handing an expensive device to a toddler, and introduced the Laugh ’n Learn Apptivity Case, which is designed to encase the iPhone, locking it into place with an easy-to-grasp handheld rattle device. Now babies and toddlers can play with apps, watch videos or talk to grandparents while parents conduct their business.

With these new overlay products tied to smartphones and tablet devices, retailers have a variety of options available to expand their family and children’s technology offerings. As more manufacturers build alliances with technology providers, and as penetration of tablets, smartphones, and other multitasking devices increases the family technology toolbox, retailers need to think ahead about how to incorporate these products into the current in-store or online product mix. This may pose a challenge for some retailers and a growing opportunity for others. Expect this segment of the business to grow exponentially in 2012, as more manufacturers take advantage of the mobile consumer and their technology-hungry families.

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The iPhone has spawned a wide variety of gaming options and is a portable distraction tool for all ages for those idle moments in-between activities. Multiple manufacturers are creating new physical devices to connect players in new ways to their favorite device.

Discovery Toys designed a simple Pinball Magic device that converts your iPhone or iPod Touch into a miniature pinball machine, and the company’s iCade transforms these devices into an arcade gameplay experience, allowing players to play their favorite classic Atari Reyne Rice is a seasoned indusgames, complete with a joystick. try professional with 30 years of exMärklin Trains has created perience in marketing, researching, TouchCab, which transforms an Fisher-Price’s Laugh ’n Learn Apptivity Case and analyzing the toy industry and iPhone into a handheld controller to power physical Märklin electric train sets. Hasbro created the youth marketplace. She advises broadcast and print my3D, which converts an iPhone or iPod Touch device into media on the hottest trends in toys, games, technology, ena 3-D viewing experience, with a handheld viewer that at- tertainment, and licensing as it affects the youth marketplace.

28 • THE TOY BOOK

SEPTEMBER/OCTOBER 2011

Kids in a Digital Age A Snapshot of “Families Matter: Designing Media for a Digital Age” In June, the Joan Ganz Cooney Center at Sesame Workshop released “Families Matter: Designing Media for a Digital Age,” an extensive 64-page report by Lori Takeuchi, Ph.D., which analyzes children’s media use. Designed to complement Sesame Workshop’s “Always Connected” March report, which revealed media habits of kids up to 11 years old, this new survey asked more than 800 parents of kids ages 3 to 10 about the types of media they use at home, as well as their attitudes toward and rules around media. The following are key statistics and findings from the report, courtesy of the Joan Ganz Cooney Center at Sesame Workshop.

Which of these activities do you regularly do with your child? (check all that apply)

Family Activities Parents preferred to participate in activities involving older media, such as television (89 percent), books (79 percent), and board games (73 percent).

Only 13 percent of parents surveyed played games on a mobile device or a phone with their child, although 52 percent of parents played TV-based console games with their child. Many parents (44 percent) played computer- or Internet-based games with their child.

Which of the following have you ever done with or for your child? (check all that apply)

Most parents (69 percent) have played a video game or another technology-based activity with their child. Additionally, most parents have taught their child to do something on the computer. But, as children quickly pick up new technology and become tech-savvy themselves, some kids have started to teach their parents. Approximately 37 percent of parents said they have learned something technical from their child.

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I try to limit the time my child spends with technology because I: (check all that apply)

Rules & Regulations Although a parent might purchase a certain digital product for a child, he or she might regulate how much time the child spends playing with it for a variety of reasons. The most common concern that led to regulation of a digital product was that it could prevent the child from physical exercise (59 percent). Privacy and online safety followed close behind (54 percent). Many parents believed a child’s media product could take up too much time that the child should be spending on other activities (52 percent), with friends and family (41 percent), and on academic work (33 percent). Nearly one-third of parents (27 percent) believed the product might be bad for the child’s health.

Which of the following do you think has the most educational potential for your child? (select one)

Not Created Equal Computer-based activities were ranked the highest in terms of the most valuable for a youngster’s learning. Surfing the Internet followed behind in second, although significantly lower. Mobile devices were viewed the least valuable for learning.

Which of these statements about the benefits of technology, if any, do you agree with? (check all that apply)

Although there is some hesitation toward newer technology that is marketed toward kids (such as mobile devices), most parents (73 percent) believe that technology in general is vital to a child’s success in school. Many parents (65 percent) also believe technology is important to a child’s future career choices. Manufacturers and inventors may need to prove to parents that new technology, such as mobile devices and tablets, as well as the apps that go along with them, can be just as educational as other mediums.

For more information, or to read the entire report, visit www.joanganzcooneycenter.org.

SEPTEMBER/OCTOBER 2011

THE TOY BOOK • 31

Tablets and Tech Trends for the iTot Generation The interactive Kids one of the latest gadgets with 30 educational and gories of learning, music,

Learning Pad, from Winfat, is for kids on the go. It is packed enjoyable activities in the cateand games. With an LCD screen and fun animations, the Kids Learning Pad is designed to stimulate and amuse kids ages 3 and up.

ThinkGeek has partnered with Ion to introduce the iCade iPad Arcade Cabinet. To use the iCade, gently slide the iPad into the cradle. The iCade uses Bluetooth to connect to the iPad so there’s nothing else you need to do. ThinkGeek’s partnership with Atari brings a suite of classic arcade titles, including Asteroids, to market with iCade support built in.

Ten One Design’s Fling is a tactile game controller for the iPad that offers control over any game with a virtual joystick. The spiral design creates physical resistance to give gamers greater directional control. It works with any iPad game with a directional pad or virtual joystick. The transparent and flexible design provides an unrestricted view of all on-screen action.

Suction cups allow simple on-screen attachment and detachment for spontaneous gaming sessions.

PowerSkin: Boost is a protective cover and permanent power supply designed to enhance the gaming experience via built-in stereo speakers and rumbling vibrations produced during immersive play. It is compatible with the iPhone and iPod Touch. The product extends gaming time and video playback up to 10 hours. The Boost’s silicone rubber material improves a player’s grip while gaming. Additionally, it will simultaneously charge both the Boost and iOS device when plugged into a laptop or wall charger, allowing the iOS device to charge first.

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AppToyz introduces an interactive blaster for gaming. The AppBlaster houses the iPod/iPhone where the sights would be.

Using the free app and the camera on their device, players can change any environment into a battle ground. Play in augmented reality and single handedly halt the alien invasion.

The AppBlaster has a unique trigger-to-touchscreen technology and a double trigger allowing two interactions with the game. It is easy to set up and securely locks the iPhone/iPod in place. Tilt back to reload and play in 90, 180, or 360 degrees. Additional games are in development.

Eastcolight’s i-Viewer transforms an iPhone 4 or iPod Touch 4 into a robot that can be controlled globally from any part of the world from your PDA, notebook, or computer through the Internet. It supports iOS4 Facetime and Skype.

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Griffin Technology introduces the Helo TC, a remotecontrolled helicopter. The Helo TC app transforms the multi-touch display of any iOS device into a remote control for the helicopter. This twin-rotored, indoor helicopter is built on a lightweight metal frame with a black polycarbonate body. It comes with a Flight Deck infrared module, which plugs into an iOS device to transmit control signals to the helicopter. Two modes of flight are available: Touch Control, using the multi-touch display to control Helo TC’s throttle and joystick; and Tilt to Steer mode, which uses the iOS device’s accelerometers. The app can record and store up to three flight plans so you, or another pilot, can repeat a favorite flight pattern easily.

Speck Products introduces iGuy, a freestanding foam case for the iPad and the iPad 2 that has tons of personality. This protective case is lightweight, easy to hold, and can stand on his own two feet, even while holding up your iPad. Great for viewing movies and videos, listening to music, playing games, and more.

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QUESTIONS WITH Tom Delaney, chief marketing officer

1. Jada has long been known for its die-cast, R/C, and other boy-focused products. How is this changing?

The toy business is constantly evolving and changing, as are today’s consumers. In order to remain relevant, it is important to embrace these changes. We will continue to focus on providing innovative and quality die-cast and R/C products, including Battle Machines, which continues to do exceptionally well since it was introduced two years ago. We will build upon this reputation with boys by continuing to innovate through line extensions while also introducing new brands. We will use our knowledge, understanding, and expertise in the boys’ category to strategically enter new categories where we can provide Battle Machines fresh, new innovative Air Vs. Land products.

2. You’ve recently hired new staff in senior management, including product development. Who and why?

Jada has always prided itself on hiring the very best and brightest, and we’ve continued to do so by hiring some very impressive senior talent to help manage and accelerate our growth. I recently joined the team as chief marketing officer to spearhead our marketing, communications, and licensing initiatives. Other new members include Cassidy Park as vice president of new business development; Jean Kuerten as director of product development, girls; and Steve Moran as director of product development, boys. Collectively, this team has more than 80 years of toy and entertainment industry experience, and they join an already strong Jada management team.

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3. What made you decide to get into girls’ products?

What types of products will you be introducing?

Our decision to enter into the girls’ categories is based upon trends we are seeing within the toy industry and what opportunities exist, or better said, where we see any voids in the market. This spring, we are launching our new Hello Kitty line, which incorporates fun and cute designs from the classic brand. In fall 2012, we are expanding into other girls’ categories, bringing freshness, innovation, and excitement.

4. What type of marketing and merchandising are you planning for the girls’ product launch?

We will be putting significant dollars behind the marketing of our new girls’ products, beginning with the launch of our Hello Kitty line. Obviously, our marketing and merchandising will vary by product line, but it will be fresh, creative, and innovative in allowing us to most effectively reach our consumer. Of course, we also want to make a statement at retail, taking advantage of consumers’ “linger time.” We will utilize a strong mix of television advertising, social media, public relations, and promotions, while exploring new techniques to drive retail traffic and generate sales.

5. How important are licenses to Jada’s lineup? Are there are new licensing deals you can share with us?

Licenses are very important as they account for the current growth within the industry. They are also key in that they have a built-in audience that already has a connection with the brand. We are always looking for new licenses that we can meaningfully translate to product and expand the experience beyond the property. We are very excited to be working with Sanrio and offer our spin on the Hello Kitty property. In addition, we will be announcing at Dallas Fall Toy Preview a new partnership with a top entertainment property, and also one of the most successful video game franchises.

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Fall Toy Preview 2011 T o y BOOk e Xclusiv e A Charisma-tic Little Lady

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harisma’s Little Lady in Blue is one of 25 new dolls planned for next year’s Adora toddler doll collection. The doll is costumed in a pastel blue floral print, a soft cotton dress with a ruffled hemline, and a white collar with embroidered detailing. Her clothes complement her raven black hair and “real look” brown eyes.

T o y BOOk e Xcl u s i v e Winning Moves Travels to Italy

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copa, an Italian word meaning “to sweep,” is a traditional Italian card game that is played with an artfully illustrated, custom 40-card deck of clubs, coins, cups, and swords. In this version of the game, from Winning Moves, players claim cards by playing a card from their hand that matches the value of one or more of the cards on the table. Taking a “scopa” means to sweep all the cards from the table. Scoring is based on the quantity and type of cards taken. Scopa is recommended for ages 10 and up.

Brain Blocks is designed to get players’ creative juices flowing. Each Brain Block is unique. There are eight in all, each composed of cubes topped by bumps and divots. In some positions, they interlock, in others they don’t—that’s what makes it so challenging. Can you change a chair into a tower? Or a wall into a skyscraper? Players attempt to make these magical transformations, and more, with this puzzle.

As a special bonus, consumers can make an all-new shape of their own and submit it to Winning Moves. If it’s clever enough, they will win a prize. Brain Blocks is recommended for ages 8 and up.

Scribbo is a combination of elements from Boggle, Scrabble, Hangman, and traditional crossword puzzles. Players take turns calling out a letter and a number (e.g. A-23). Each player writes the letter in that number’s space on either of their Sribbo grids. The numbers on each player’s spaces are arranged differently. With careful letter placement, letters turn into words (horizontally, vertically, and along the diagonal). Play continues until all the grids are filled in. Players score points for each word they make, and can aim for special bonuses. Scribbo is designed for word game enthusiasts ages 8 and up.

SEPTEMBER/OCTOBER 2011

THE TOY BOOK • 37

FallToyPreview2011

T o y BOOk e Xc l u s i v e

K’nex Takes Building Back in Time

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he Kid K’nex Bronto Buddies building set, for ages 3-5, allows kids to create a Brontosaurus and T-rex to adventure with the new buildable Kid K’nex cave people.

Each set comes with 46 parts and building ideas for 10 models. It comes in a portable box with a handle for travel and storage.

For ages 7 and up, the Collect & Build Xtreme Ops Intro Assortment challenges kids to complete missions with battle-ready vehicles. Kids can collect and build each mission— Mission: Elite Patrol; Mission: Elite Command; Mission: Urban Resistance; and Mission: Urban Force—to create their own battle scene. Each set includes 60 to 80 pieces. Sets can be combined to create ultimate builds.

The Top Gear Rocket Car Ski Jump building set, also for ages 7 and up, allows kids to construct a huge ice luge and launch a mini car across the jump. The gap can be adjusted to test distance and accuracy. The set includes winter graphics and accessories for multiple play patterns.

Kid K’nex Bronto Buddies

The Annoying Orange Joins The Bridge

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he Annoying Orange Kitchen Crew Collectibles, from The Bridge Direct, are little comedians that say classic jokes and puns as heard in the Annoying Orange web series. Textured with detail, the 2.5-inch figures are packaged in gift-like window boxes for added collectibility. The assortment includes Orange, Pear, Midget Apple, Marshmallow, and Passion Fruit. Talking clip-ons will also be available.

In 2012, the Inkoos activity plush line of quirky characters that can be decorated, washed, and redesigned, is going to glow in the dark. Glow-in-the-Dark Inkoos have luminous glow accents and come with washable glow markers.

The Justin Bieber Voice Effects Microphone lets kids sing like a superstar with music, lights, and digital voice effects. Press to play clips and sing along to three of Justin’s hit songs: “Baby,” “One Time,” and “Somebody to Love,” and hear your voice amplified with the song. Lights flash to the beat of the music as you sing. Plus, you can connect your MP3 player and sing along to any of your digital tunes. Hit the voice button to digitize your voice with three crazy voice effects. The microphone is available in both silver and pearl white.

Kids can recreate the adventures of the new Power Rangers series with the Power Rangers Samurai Battle Buddies, available in Red, Blue, and Green Rangers. Each 18-inch Power Ranger makes battle action sounds when played with.

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SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Amav Lights Up at Fall Toy Preview

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lluminated electronic drawings can be created on Amav Enterprises’ new double-sided 5 in 1 Hi-Lite Art Easel. This art easel features a light-up drawing surface that automatically rotates through seven different color patterns, including a flashing one, so drawings can be displayed in a variety of colors. The sturdy easel also includes a chalk board, a magnetic board. and an art drawing board with a pull-down, tear-off paper roll.

The Orb Factory Shines On

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Survive the Night, with The Haywire Group

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ith the addition of Bear In Underwear and Animal Soup next year, The Haywire Group continues to expand its growing line of no-reading-required preschool games. Based on the children’s books of the same names, the new preschool games feature artwork by author and illustrator Todd H. Doodler.

The upcoming year also brings a new addition to The Haywire Group’s Dicecapades line of games. Dice-T, for players ages 8 and up, is a family-friendly, dice-rolling crossword game where spelling words, plus lots of luck, equals a win.

Turn out the lights and try to be the last mammal standing in The Haywire Group’s survival dice game, Chupacabra: Survive the Night. Based on Latin American folklore, players use their chupacabras to attack opponents’ animal packs while trying to keep their own animals safe. Of course, chupacabras attack at night, so if you’re brave, turn off the lights and play the game with the glow-in-the-dark game components.

40 • THE TOY BOOK

he Orb Factory’s Sticky Mosaics Ballerina Beauty Box is a bright pink jewelry box, designed to hold keepsakes and mementos. Girls follow a simple numbered legend and add sparkling tiles and jewel pieces to create ballerina mosaics on the box. The jewelry box has a mirror inside, a ballerina story, and more than 550 tiles and jewels to stick on.

With SparkleUps Princess, girls can add sparkling jewels to pink Princess stickers. It comes with seven reusable stickers to decorate and design. Kids can decorate tiaras, glass slippers, a carriage, and more by matching sparkling tiles to a numbered legend. They can then stick them to a mirror, windows, notebooks, and more. The stickers can be peeled right off with no residue and reused over and over. The kit includes two sticker sheets, seven repositionable stickers, and more than 550 sparkling jewels.

Kids can express their creative flair by decorating and designing their very own fashion accessories with the Stick ’n Style Glam Rock Purse. Girls can decorate this sleek, black bag with metallic and shimmering jewels to create their own look. It comes with more than 150 jewel pieces.

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 PlaSmart’s PlasmaCar Is Now for the Pros

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ith a top speed of 6 mph, the PlasmaCar, by PlaSmart, Inc., is propelled by the natural forces of inertia, centrifugal force, gravity, and friction. The PlasmaCar requires no batteries, no power cells, and no liquid fuel. New for next year is the PlasmaCar Pro. The PlasmaCar Pro comes equipped with an additional set of polyurethane wheels that will enhance the PlasmaCar’s all-around performance for a smoother ride. The new PlasmaCar high-performance polyurethane wheel sets are available separately as an accessories kit, or fully equipped on the new PlasmaCar Pro line.

Also launching in 2012 is a new line of PlasmaCar Pro car decals so riders can decorate their PlasmaCar to fit their personality. Decal sets include flame and flower varieties.

PlaSmart is also adding a new item to its Perplexus marble maze game line. Perplexus Twist will challenge players with the addition of a new “twist”—a fourth dimension—that requires a player to twist and realign the tracks to escape traps, decoys, and cliffhangers.

Put a Spin on Books with Levels of Discovery Blue Orange Games Plays Hockey

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ockey viewers can take their fandom inside with Blue Orange Games’ new Spot It NHL. The NHL version of the company’s classic Spot It game asks players to point out the matching hockey symbol on two of the cards. The game includes 55 cards featuring images from the sport of hockey.

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evels of Discovery introduces the Monster Double Spinning Bookcase. Two shelves hold a child’s books, and each shelf has two outside book racks for additional book storage.

Kids can access all the books by spinning the bookcase. The bookcase is 13.5 inches long, 13.5 inches wide, and 33.5 inches high.

The Owl Revolving Bookcase features a colorful, wise owl design and has two messages: “Whooo Likes To Read?” and “Owl Tell You A Story.” It has two shelves, and each shelf has two outside bookracks for additional book storage. It revolves for easy access to books. The bookcase is 13.5 inches long, 13.5 inches wide, and 30 inches high.

The Princess Fainting Couch with Storage has a removable back arm and seat cushions, and a slowclosing metal safety hinge. It coordinates with the Levels of Discovery Princess Collection, which includes a rocker, mini rocker, bookcase, table and two chair set, clothes stand, rocking horse, potty chair, and jewelry cabinet. It can support up to 100 pounds, and is 31.9 inches long, 13.5 inches wide, and 27 inches high.

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Playmobil Takes Play on the Go

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laymobil is helping kids have fun on the go with four new carrying case play sets. The Carrying Case Vet Clinic comes with a figure, a kitten, a puppy, guinea pigs, and accessories to help the vet treat the animals. The Carrying Case School comes with three figures, a chalkboard, a table, chairs, and other accessories to create a classroom scene. The Carrying Case Knights set includes two knights with armor, a horse, a functional cannon, and other accessories. The Carrying Case Firemen set includes two figures, a fire hose and pump, and other accessories. Each set comes in an easy-to-take-along case.

Silverlit’s 3D Twister Races to the Future

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ilverlit introduced its 3D Twister high-powered, compact racecar this summer. For 2012, the company is expanding the line to include 3D Twister: Future Force and 3D Twister: Mega Storm. Future Force is a two-sided indoor racer. This infrared-based R/C vehicle is designed for hyper-fast speeds, two-sided driving, air stunts, flips, and jumps. At 16 inches in size, the Mega Storm is bigger than the original 3D Twister. This radio signal R/C features two-sided crash feedback, more speed, and more stunts. The line is recommended for ages 5 and up.

With RC YOUniverse, kids use one controller to become the chief commanding foreman in the center of all the action.

The Rescue line features a police car, a fire truck, an ambulance, and a Rescue Command Center (each sold separately). The Construction line includes a bulldozer, a dump truck, a crane play set, and a truck carrier (each sold separately). For both lines, all units light up, feature sound effects, and can be controlled from just one single, interchangeable, handheld radio handset.

Silverlit’s Gear Wars is a line of motorized street vehicles that can be tuned and customized from the inside out. Go from Street Mode to Dragster Mode with eight interchangeable gears, lights, hood risers, sounds, exhaust pipes, and labels.

Silverlit introduces next generation Blutetooth technology for its advanced Blue 3D Twister: Mega Storm Sky series. Take to the sky with the Blue Sky Heli interactive Bluetooth three-channel helicopter, with full-gesture controls that follow the movements from your Apple iPhone, iPad, and iPod Touch. Sound effects and force feedback vibrations simulate a real-life flying experience, while the gyro stabilization design makes for easy flying. The 1:16-scale Ferrari Enzo is a top-speed, high-detail, hobby-grade Bluetoothcontrolled vehicle, with full gesture controls that follow the movements from your Apple iPhone, iPad, and iPod Touch.

Features include full-function digital controls, variable speeds, multi-racing steering, and head, tail, and turning lights.

Silverlit is also introducing an R/C for iOS and Android users. The Smart Link Ferrari series allows you to control movements and gestures directly from your Smart device. Each 1:50-scale Ferarri features a sleek, compact design and interactive high-speed, with full and partial gesture I/R controls. Apps can be downloaded for free from the App store/Android market for replica Ferarri dashboards and controller programs.

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SEPTEMBER/OCTOBER 2011

FallToyPreview2011 It’s Nursey Time at Charisma Brands

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harisma Brands introduces the Adora Nursery Time Babies line. These baby dolls are made of baby powder-scented vinyl, and are crafted in a soft doeskinweighted body for a realistic feel. The dolls are hand-sculpted and designed so the baby can suck his or her thumb. The dolls are dressed in a drawstring one-piece nursery outfit and feature sculpted hair and hand-applied eyelashes.

Neat-Oh! Helps Kids Keep It Together

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eat-Oh!’s Basketball Backpack takes kids from class to the mini basketball court. The backpack has padded space for a laptop, a pocket for an MP3 player, and a pass-through for headphones. It also includes a pop-out hook that can latch over a door so kids can hang and shoot. The included net has a clear cover that acts as a ball return and zips up into the backpack when not being used.

Neat-Oh!’s Sports Lunch Boxes are complete game changers for lunch time. When kids pull out their lunch, they will find a sports arena ready for play, complete with goals, hoops, and balls. Neat-Oh! also introduces Animal Lunch Boxes, which come in four themes ranging from cats and dogs to pigs and cows. There is comic artwork on the exterior, and when kids unzip the lunch box, they’ll find not only their lunch, but a small place mat providing a clean place to eat on the go.

With all new artwork for 2012, the Lego Ninjago Battle Case doubles as both a storage case for the Ninjago masters to hide in, as well as the supreme battle arena. Weighing only one pound, the battle case’s dual fighting surfaces add another level of theater to the masters of Spinjitzu. Kids can use it to store Ninjago figures, spinners, weapons, and cards. Also new is the Lego Ninjago Green Head Mini Battle Case. Kids can neatly tuck away figurines, cards, and spinners into the compartments provided and drop down the battle mat like a drawbridge when the time comes. Small and portable, it’s easy to carry in one hand.

Neat-Oh! introduces a Small Millenium Falcon-shaped case, which holds 23 Lego Star Wars Minifigures, each in their own pocket. It features detailed artwork, and there is a play mat on the inside and outside of the case. A Large Millenium Falconshaped case holds a Lego Star Wars figurine. It features detailed artwork and a play mat on the inside and outside of the case.

The Enchanted Pony Play Set is designed for horse play. Decorated with friendly animals, the barn unzips into a stable. It allows kids to bring their favorite animal dolls with them everywhere.

Each of these Neat-Oh! items wipes clean with a damp cloth.

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Surf the Street

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treet Surfing, the active lifestyle company that pioneered the original Wave casterboard and Whiplash scooter, introduces its new performance scooter.

It features a dual rear-wheel design with independent aluminum suspension for enhanced traction and carving, an oversized deck and nonskid grip tape surface, an oversized 145 mm front wheel for a smooth ride, ABEC 5 Bearings, a solid handlebar with molded grips, and a dual rear-foot braking system.

The company also introduces its new brand Blur Skates, a line of high-quality skateboards, pintail boards, and a variety of specialty boards designed for beginners and younger skaters.

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 The Force Is with Jazwares

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ake up rested and ready to battle Qui-Gon Jinn and Obi-Wan Kenobi with the Star Wars Darth Maul Alarm Clock, from Jazwares. Sith Lord apprentices can set this easy-to-use clock at night to awake to the sound of Darth Maul’s voice in the morning. As Darth Maul speaks, the base lights up red. The Darth Maul Alarm Clock brightly displays the date and time, and has an AM/FM radio. It works with a wall adapter or three AA batteries (both included).

Detect intruders and secure all surroundings with the Darth Maul Perimeter Droids. Inspired by Darth Maul’s Probe Droids from Star Wars Episode 1: The Phantom Menace, each Perimeter Droid features a trip wire alarm that projects an invisible beam of light to its companion unit. When the invisible beam of light is broken by Queen Amidala, her Jedi protectors, or a sneaky sibling, the alarm will sound and LED lights will flash, indicating intrusion.

View your surroundings in the dark with Anakin Skywalker’s Podracing Night Vision Goggles. Inspired by Anakin Skywalker’s Podracer Helmet from Star Wars Episode 1: The Phantom Menace, the goggles come equipped with an adjustable headband for comfort and a detachable LED tactical Anakin Skywalker’s Podracing Night light. Both the Night Vision Goggles and the Darth Maul Perimeter Droids are special-edition items, Vision Goggles available for a limited time only.

Be a Yo-Yo Pro with Yomega

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omega’s new Yo to Pro Yo-Yo Gift Pack lets players test their skills and grow from a rookie to a pro. The gift pack includes the yo-yo with a Brain (Rookie), the all-purpose Fireball (Player), and the super fast, long-spinning Raider (Pro).

Yomega’s Kendama is a new version of the toss, catch, and trick game. Players can challenge themselves to do faster and tougher freestyle tricks and master this addicting game from Japan.

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Cardinal Goes to Monster High

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ardinal introduces puzzles based on Mattel’s Monster High property. There are two 150-piece puzzles: one is a Super 3D Puzzle, and the other is a Foil Holographic Puzzle in a coffin-shaped package.

Cardinal is also introducing a Minnie Mouse BowShaped Tin with three puzzles featuring Minnie Mouse inside.

Cardinal is expanding its line of games and will feature a new line of wooden games for Nickelodeon. Dora, SpongeBob, and other characters will be featured on the wood games designed to challenge preschoolers and older children.

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Sakar Takes Nerf High-Tech

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akar is taking the Nerf brand high-tech with Nerf Night Vision Goggles. With 4x magnification, kids can use these goggles to see in the dark up to 10 feet. It features an LED light and an optical interface. It is designed for ages 7 and up.

The Nerf DVR features a 1.8-inch LCD screen and 680 x 480 resolution. With a rubberized design and built-in microphone and light, it is recommended for ages 8 and up.

Sakar is also introducing licensed 2 GB flash drives. Compatible for both Mac and PC, these drives allow users to take their data wherever they travel. Plug and play technology allows for easy access on the go. Licenses include Gummy Bears, Mickey Mouse, Crayola, Disney•Pixar’s Cars, Nerf, and Monster High.

NKOK’s Got Twisted Metal and Mean Machines

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KOK’s Mean Machines R/C Ford F-250 Super Duty Truck features a 1:10-scale hobby grade Lexan body and lightweight chassis that comes “ready to run” with a 9.6 volt rechargeable batTwisted Metal tery pack. The Soft TPR tires grip the ground giving the truck extra torque while Ice Cream Truck the “pistol grip” controller makes it easy to steer around obstacles. It is designed to “jump almost anything,” while the front and rear suspension absorbs the bumps and makes for soft landings.

The two-in-one “military style” Air Banditz Radio Control Combat Transporter can drive or fly. Use the ABC Tri-Band frequency to play with three players at once with no interference. This gyroscopic vehicle allows for vertical take offs and stable flight while the twin rear propellers thrust the Transporter forward or backward. The bright LED front lights allow it to be used at night. An included USB charger allows for quick charging from a laptop.

With the Discovery Kids Laser Tag Game, the gun is shaped like a spaceship. The spaceship gun vibrates, lights up, and makes sounds when the player is hit. It makes shooting sounds when firing at an opponent as well. Shoot off of walls for trick shots with the infrared laser and score more points. This two-player game can be used indoors or out.

Kids can transform themselves into Sweet Tooth while driving his Twisted Metal Ice Cream Truck, a full-function R/C combat vehicle. The TPR wheels grip the ground, and the clown bobble head on top moves with every turn. There is an image of Sweet Tooth on the controller.

The Halo Universe R/C Ghost Assault Vehicle comes with an Elite Minor figure. This vehicle is designed for speed and quick maneuverability. The engine and dashboard illuminate when turned on.

Also available is the Halo Universe UH-144 Halo Falcon. This is a transverse-rotor multipurpose utility R/C helicopter. It comes with a high-power LiPo battery and charger. It is designed to make the user feel like a real Spartan piloting their own Falcon, transporting an infantry squad to safety.

Halo Universe R/C Ghost Assault Vehicle

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SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Wild Planet’s Aquapets Come Out of the Water

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ince their initial launch in 2004, and including their relaunch last year, Aquapets have lived afloat inside sealed, water-filled chambers. When Wild Planet introduces Dewdrops, Aquapets will have the ability to explore life outside the aquapod for the first time. Dewdrops are liquid-free housing alternatives that take Aquapets out of the water and into the world.

Aquapets that live in Dewdrops are removable; they can be touched and played with outside their homes. This newfound portability opens the door for them to embark on more adventures than their water-bound buddies, and gives them more to chirp and chat about.

Aquapets that live in Dewdrops are 25 percent smaller than original Aquapets and, when perched inside their airy homes, they respond to sound by speaking back in a silly language. Like the original Aquapets’ environments, the new Dewdrops have a microphone, a speaker, and a nameplate that identifies the Aquapet living inside.

Though the official release date is spring 2012, some Aquapets will be available this winter as exclusives at Toys “R” Us, and in exclusive holiday colors at Target.

There’s also a new collection of six traditional waterfilled Aquapets that will be released in the spring.

Safari Through the Swamp

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afari, Ltd. will introduce an array of new figures, including a new addition to its Dragons line, Swamp Dragon. Beware when wandering through the swamps of Europe as the Swamp Dragon camouflages into both land and water.

With mysterious dark eyes, this fearless dragon sees effortlessly through mud and water. The model is nine inches long by 3.5 inches high and is appropriate for ages 4 and up.

New to the Safariology line is Life Cycle of a Green Sea Turtle. Kids can discover the process of development with this Life Cycle set, which includes four major stages in the lives of sea turtles. Stages include sea turtle eggs, sea turtle hatchling, juvenile sea turtle, and adult sea turtle. Packaged on a blister card, it includes educational information on each stage of development. It is appropriate for ages 4 and up.

Safari flies into the world of Harry Potter with Dracorex, a detailed sculpt of the plant-eating dinosaur whose name means the “dragon king of Hogwarts.” The figure measures 7.75 inches long by three inches high and is appropriate for ages 3 and up.

Discover the thrills of leading a wolf pack with the Wildlife Wonders Wolf. Listen for the echoes of its piercing howl as it communicates with its fellow pack members. This figure is 5.25 inches long and three inches high and is appropriate for ages 3 and up. All figures are phthalate- and lead-free.

Dracorex

52 • THE TOY BOOK

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Delta Makes Bedtime Fun

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elta Children’s Products introduces a Cars Toddler Bed with Tent. Making bedtime fun makes the transition from crib to bed easier. A Cars Twin Bed is also available. It is part of a three-piece bedroom set (with a nightstand and dresser). The twin bed comes with removable guard rails and a reversible headboard so that the bed “grows” with the child. The twin bed bedroom set is available in a Princess theme as well. An upholstered Cars Chair is also available.

Delta helps keep kids organized with the Fairies Art Table. This wood desk comes with a paper roll. The top can be used as a whiteboard, and it comes with a stool and fabric bins. The Art Table is also available in a Dora the Explorer theme. Also available for artsy kids is the Standing Easel. This double-sided easel is made of wood and features a whiteboard on one side and a blackboard on the other.

Delta’s Chair Desk is a wood desk with a storage bin underneath. It has a cup holder for markers and crayons.

Also new for Delta are the Multi-Bin Organizer and a Puppet Theater.

Cars Toddler Bed with Tent

Briarpatch Plays Hocus Pocus

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fter celebrating the 20th anniversary of I Spy this year, Briarpatch is set to release even more games based on the franchise in 2012. The I Spy Hocus Pocus Game, for kids ages 6 and up, is feel-and-find fun. Players reach inside the hat and feel objects hidden inside, then try to match the objects to what is pictured on the cards. The first person to feel and find 10 things wins.

Briarpatch is also expanding its I Spy Ready to Read line of preschool games with I Spy Ready to Rhyme and I Spy Ready to Count. In Ready to Rhyme, players ages 4 and up roll the dice to find pictures that rhyme with the cards. In Ready to Count, young players learn to count by groups or sets all the way to 100.

There are two ways to play and progressive counting ranges from twos to 20s.

The company is expanding its Marvel lineup with Marvel Mini-Games.

Captain America vs. The Red Skull is an action-packed card game of good vs. evil. In Avengers Assemble!, players use their keen eyes to quickly assemble the mighty Avengers team. Players use their spidey sense to detect and defeat villains in the neighborhood in Spider-Man Villain Hunt. In Iron Man Drones Attack, players battle again Justin Hammer and his army of Drones. Also new will be Marvel Avengers Wonder Tubes, which are tubes of sand and sparkles with hidden Avengers floating inside. Coming in fall 2012 will be playPlay Games, four new games for players ages 5 and up that are designed to encourage creative growth in the areas of visual arts, language, story-telling, and play acting.

54 • THE TOY BOOK

I Spy Hocus Pocus Game

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Carrera Races & Rocks

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oys and girls will have the chance to race and chase Lightning McQueen and Raoul Caroule through straights and curves with Carrera’s Disney•Pixar Cars 2 Tokyo Action Race Set. The 1:43-scale set comes complete with one Lightning McQueen car, one Raoul Caroule car, approximately 20 feet of straight and curved tracks, two hand controllers, a transformer, a lap counter, supports, and decorations.

The 1:10-scale Rock Crawler R/C combines a high-performance power pack with a high-powered engine. The fully functional car with digitally proportional control allows for off-road power in all directions. Additionally, the car has a steering function with interchangeable crystal, chrome rims with pneumatic tires, and four-wheel drive. Utilizing lithium ion battery technology, the power pack has a recharging time of 80 minutes and a running time of approximately 30 minutes.

Included with the car are the controller, a rechargeable battery, a 9V battery, and a power pack with charger.

WowWee’s Got the Beats

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owWee introduces a full lineup for next year, including expansions to its Paper Jamz Pro series. The DJ Mixing Station allows kids to put a new spin on their music. Kids can download a free app to mix it up with songs from their own library, or connect another Paper Jamz instrument—drums, guitar, or microphone—to start a band with a friend. The DJ Mixing Station features interactive turntables, a mixer, and a beat pad to create a unique DJ sound; a built-in microphone to record vocal loops; and the ability to record and play back loops and samples. A beat synchronization feature matches the tempo between two songs. Two songs come pre-loaded to get kids started. The Paper Jamz Pro Recordable Microphone has all the same vocal effects as the original mic—perfect pitch, chorus, auto vibrato, auto harmony, and melody match—but now kids Light Strike Commander Striker can record their songs and share them with friends.

Lite Sprites will expand with new items that build on the magic of sharing colorful light. The Lite Sprites are now equipped with sound to further develop and differentiate their personalities. There will be five new interactive play sets where the Lite Sprites can play, including a Flower Car, a See Saw, a Gazebo, a Lite Fountain, and a Crystal Cavern. Each play set will come with accessories and a Spritelet, the newest inhabitants of Lite-Topia. Also new are a Lite Sprites LiteUp Ring, a Lite-Up Pendant, and a board game.

Light Strike adds three new weapons to the armory. The Commander Striker allows kids to activate a teammate’s shield when enemies are on their tail and revive them when their health hits zero. The Dominator Striker allows for better aim, and with a silencer feature, kids can sneak up on the enemy. Kids can also pump up the action with the Blast Striker.

With damage levels dependent on whether players are engaged in close-quarter or long-range combat, this striker adds a new level of play.

Flip Force is a line of low price point cars that can flip over and ride on both sides. There are four vehicle styles: Rod to Racer, Heavy Armor to Heavy Construction, Off-Road to Off-World, and On Patrol to Ready to Roll. Flip Force play sets are also available. Transform cars and propel them to new heights with the Flip & Fire Launcher. The bi-level SuperCharged and Turbo-Charged play sets each come with one vehicle and transform for two styles. Just lift the handle or turn the knob to unfold new adventures.

WowWee is also working on a line of easy-to-use role-play and dress up accessories. A hand controller enables the wearer to activate the movement of soft character ears—either one at a time or simultaneously—which are attached to a headband. This line is still in development.

56 • THE TOY BOOK

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Senario Brings Back Mr. Bubble

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enario introduces a full line of Mr. Bubble bath products, including the Bathtub Monsters Playset. This item lets kids create foam monsters in the tub.

They can add foam accessories to give their Tub Monster personality, and can also make and battle foam soap monsters. Cleanup is easy, since they can use their foam soap creations to get clean.

Another item being introduced is the Mr. Bubble Ice Cream Shoppe. Kids can create foam ice cream treats in the tub. They can make and serve foam soap ice cream cones with bath confetti toppings. Then they can use their creations to get clean.

Imperial Toy’s Got Bubbles for All

Build It Right with Slotto

mperial Toy presents a new line of Disney Super Miracle Bubbles products for 2012 based on characters from Disney Consumer Products, including Disney Princess, Disney Fairies, Toy Story, Cars, Minnie Mouse, and Mickey Mouse Clubhouse. Beginning this spring, major retailers nationwide will carry the product line, including the Minnie Mouse and Disney Princess Bubble Tea Party Set, the Mickey Mouse and Disney Fairies 3-D Bubble Sets, Mickey Mouse, Disney Princess, and Cars Bubble Bellies, and much more.

Imperial announces a new take on action bubble toys with the introduction of the Go Bubbles assortment. Available this spring, the Go Bubbles product line will feature Little Tikes Cozy Coup, Disney Princess Carriage, and Hit Entertainment’s Thomas the Tank Engine. Each Go Bubbles item stands over 18 inches high, produces a continuous stream of bubbles when pushed, and will include a full bottle of Super Miracle Bubbles Premium Plus bubble solution.

Also new for 2012 will be Imperial’s new line of bubbles, bubble accessories, and novelty products based on superhero characters from Marvel’s The Avengers and The Amazing Spider-Man. Imperial Toy has extended its partnership with Marvel through 2013 for an expansion of its Marvel superheroes product lines at all major retailers.

Imperial’s KAOS line innovates the classic water balloon play pattern with the use of high-performance launchers and accessories.

he newest version of Slotto is about to be released from The Darling Co., LLC. The new sets will have slightly different dimensions but will still fit and interact with existing sets. All 15 different pieces in the old sets will be included in the new sets, plus four or five new pieces to expand the building possibilities.

The new sets will also be available in two configurations: the Open sets, which will work and look like the old sets with an open, airy look to them, and a new Solid set option, where the pieces allow you to make solid walls and panels. Both sets will be interchangeable and can be combined. The new Open and Solid Slotto Sets will be offered in three or four set sizes, from an entry level set with approximately 150 pieces, to the Master Sets, with as many as 500 pieces. Individual Separate Piece Packs will also be available so kids can add more corner connectors, large squares, wheels, axles, or whatever they need. New expansion packs will be available.

The new sets will also be made from a stronger material with more moisture resistance.

Slotto pieces are unfinished out of the box, and will gradually absorb oil from your skin and become stronger and more moisture resistant over time.

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58 • THE TOY BOOK

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SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Wooky Will Style You Up

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ooky Entertainment presents its Style Me Up! line of activity items for girls. With Style Me Up! Dreamcatcher Earrings, girls can create three pairs of their own Dreamcatcher-style earrings. The earrings come with diamond-like beads, gem stickers, and assorted metallic threads. With the Style Me Up! Travel and Fun Sketchbook, girls can design on-the-go. The set includes inspiration illustrations, stencils, two pages of stickers, and more. The Style Me Up! Sketchbook Series allows girls to be designers and create their own fashions. Sketchbooks include two ready-to-dress girls, a multitude of patterns to choose from, stencils, punch-out coloring sheets, ribbons, sequins, gems, and more. Style Me Up! Tattoos is a set of 350 summerand surf-themed tattoos.

Laser Pegs Figures Light Up

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aser Pegs Ventures offers a variety of kits that allow kids to build with bricks that light up. New for next year are action figures that light up just like the Laser Pegs bricks.

Laser Pegs will soon be compatible with other popular building sets, so kids can light up all of their creations.

Reeves Chills Out with the Eskimos

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eeves International’s Tolo line is ready for cold weather with a new First Friends Polar range of play sets, designed for ages 1-5. This range of play sets combine polar animals, Eskimos, icebergs, and igloos. The Polar Iceberg Set is the central piece of the First Friends Polar Range. It comes in four parts, which can be played with separately then put together to form an iceberg with a tunnel. The set comes with an extra rocky cap, which can be used to fit two parts of the iceberg together for added play value. All First Friends Vehicles fit through the tunnel. There is also a slide and two caves for imaginative play. The play set comes with a penguin, walrus, polar bear, and Eskimo boy.

The Sledge Set comes with its very own Eskimo boy driver and a Siberian Husky. Discreet wheels allow the Sledge to easily be pulled or pushed. The Eskimo boy has recessed hands so they clip securely to the handle bars. The Sledge can hold two First Friends characters.

The Igloo Set includes an igloo, an Eskimo girl, an Eskimo boy, a Husky, and a chair.

The Igloo is a five-part puzzle that can be clipped together to form the home, and is big enough to house the Eskimo girl and the chair.

The Eskimo boy and Eskimo girl figures have a tummy that squeaks and clicking, moving arms and legs. They are poseable and safe for teething.

The seal, Husky dog, penguin, walrus, and polar bear have clicking, moving body parts. The penguin also squeaks when its body is pressed downwards. The walrus has a soft nose and tusks.

First Friends Polar Igloo Set

60 • THE TOY BOOK

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Fundex Has Fusion

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n Fundex’s new lightning fast game Fusion, it is either play or be played. Players simultaneously race to place their cards on the three discard piles. One pile is color matching, the second is by consecutive order, and the last pile is total fusion, meaning the card placed must be completely different from the card on top (either a different color and shape, different number, or not in consecutive order). The first player to run out of cards is the winner.

Instructures is a game of construction by instruction. In the game, two teams race against one another to be the first to build a structure with the blocks provided, but only the “foreman” gets to see the blueprint. The foreman must use verbal instructions to direct his or her crew, and the first team to build the structure correctly wins the round. Good verbal communication is the key to winning, and the game includes challenges to keep gameplay fresh, such as silent foreman, memory challenge, blind foreman, and a timed challenge.

Alex Gets Sweet Next Fall

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lex has teamed up with Dylan’s Candy Bar for My Chocolate Shop, allowing kids to make and wrap their own chocolates. Kids can create 60 different shaped chocolates and display them on the included chocolate shop stand.

The Shop includes three candy molds with 60 shapes, 10 lollipop sticks, 10 lollipop bags, two gift boxes, 60 stickers, three pastry bags, five paper cups, four candy wrappers, 10 foil sheets, 10 cupcake liners, 15 wooden stir sticks, a ribbon, a chocolate stand, and instructions (chocolate and candy not included).

For more sugary fun, kids can open their own sweet café with the Wooden Sweets Bar—just slice and serve. The 33piece set includes a two-tiered sweets bar, eight tea cakes, round cake in six slices, two cupcake bottoms and tops, a cake roll in three slices, two candies, a plastic server, two plates, a wooden cutting tool, and assembly instructions.

Wooden Sweets Bar Duct tape is very versatile, and now girls can tear it, stick it, and wear it as the latest fashions. With the All Duct Out templates, girls can make belts, jewelry, headbands, glasses, a purse, and more with eight colors of duct tape. The kit includes eight rolls of duct tape, three templates, pre-cut fabric, four earring hooks, four jump rings, a brooch pin, two belt rings, two plastic chains, a hole punch, a stencil, two stretchy loops, non-stick paper, and instructions.

Other new products include Mix ’n Max, in which kids count and sort six wooden shapes in Max’s house, and Color a Chic Purse, which includes six brightly colored permanent markers and a zipper top closure.

All Duct Out

62 • THE TOY BOOK

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Fix It! with Learning Resources

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earning Resources will introduce a range of new educational toys, including the Sprouts Fix It! tool set. The tool set, designed for ages 2 and up, encourages imaginative play with chunky tools made from durable, soft plastic. It includes a saw, a hammer, a screwdriver, a wrench, a drill (with sound), and a tool box measuring nine inches long by 5.5 inches high and 3.75 inches wide.

The company also introduces the Multiplication Master Electronic Flash Card. This handheld flashcard game targets times tables. The goal is to answer as many problems (numbers 0-12) as you can in 60 seconds. It features a vertical problem format, two skill levels, timed and untimed modes, and sound effects. It is designed for ages 7 and up.

Waboba Goes to the Moon

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aboba’s Moon Ball has a lightweight design and craters that allow for it to bounce with outlandish spins. Played as a sports training and fitness game, the ball enhances hand-eye coordination. The new Moon Ball complements the company’s Street Ball, which was introduced last season; Waboba’s original water bouncing balls; and more products from the company.

Douglas Shows Its Sassy

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assy Pet Saks have been some of Douglas Company’s most popular items, and now the company has added the new Sassy Dogs line. Each eight-inch canine comes accessorized with fancy hair bows and chic collars. Baby is a sweet cream Chihuahua wearing a white chiffon collar embellished with a zebra-striped bow. Precious is a black-and-white Shih Tzu wearing a carnation pink curly-haired collar and a matching pink satin hair bow on her ear. Maggie is a fun-loving Pug with a purple boa collar and a pink satin hair bow on her head. Trixie is a chocolate-and-tan Yorkie who wears a white chiffon color embellished with a leopard print bow around her neck. Simone is a white Bichon Frise who is pretty in pink with her pink sparkle bow and matching pink collar.

The Furry Couture line is filled with glitz, glamour, and chic. The over-theshoulder purse collection, which has a silhouette of a pooch, is expanding with five more styles: Poppy Pug, Karina Shih Tzu, Harper Golden, JJ Chihuahua, Piper Black Lab, and Elle Yorkie. Each bag is the body of the dog, which becomes the 10-inchwide purse. Also available are seven 60-inch matching scarves.

Sassy Pet Sak, Maggie

64 • THE TOY BOOK

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Thinkway Speeds Along with Marvel

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hinkway Toys is creating a collection of vehicles in support of Marvel Studios’ upcoming feature films Marvel’s The Avengers and The Amazing Spider-Man. The Avengers line includes an Infrared Control Quin Jet based on the transport vehicle in the film, while The Amazing Spider-Man line has an Infrared Control Spider-Man Motorcyle.

In addition, each line will feature vehicles with Thinkway Toys’ proprietary Lazer Stunt Chaser and laser-controlled vehicles, plus Transforming vehicles and Wind-up Stunt Racers. Products for Marvel’s The Avengers and The Amazing SpiderMan will roll into retailers in advance of each film’s release next year.

See & Say with Manhattan Toy

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anhattan Toy introduces the Wimmer-Ferguson See & Say Book, a board book with mirror and foil printing. The See & Say Book is part of the company’s Wimmer-Ferguson collection. Wimmer-Ferguson is the original innovator of black-and-white developmental baby toys, and each toy in the collection is designed to support key developmental stages for babies starting at birth. The See & Say Book contains high-contrast images, bold colors, and patterns for earlier stages of development, along with simple pictures and words for babies to identify in later developmental stages.

Harvest Season at DuneCraft

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uneCraft’s new introductions include its new Sprout ’n Greenhouses. Included in the line are Coffee, Mini-Melons, Sweet Leaf, and Always Aloe. Or, grow strawberries, hot peppers, and sugar baby watermelon with DuneCraft’s Organic Veggies. Plants can be started inside, and then planted outside for a fruitful harvest.

The company is also introducing three new domes: Outer Space Adventure, Rainforest Biosphere, and Dinosaur Dome. Grow a tropical rainforest, a galactic spacethemed terrarium, or a prehistoric wonderland with the domes. Also new is Growing Skulls, in which users get their own squishy skull to experiment with.

66 • THE TOY BOOK

SEPTEMBER/OCTOBER 2011

Spin Master Is Back with Bakugan

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t’s monster against mutant in Spin Master’s new epic faceoff. Marvel characters go face to face with the mightiest Bakugan warriors in the latest Bakugan line, Bakugan Vs. Marvel. Roll into the ultimate battle to determine who will be victorious. Face-offs include Dharak vs. Spider-Man, Ingram vs. Captain America, and more.

Load and explode into battle with auto-transforming Bakugan Battle Suits. Take any Bakugan ball and use it to transform the Battle Suit into the ultimate battle machine.

The city never sleeps with Air Hogs Adventures play set. In the Fire Rescue set, kids can power up the helicopter and maneuver it up, down, and around as they battle blazing flames with launchable water cannons. With a full-steer control center that includes 360-degree pivot rotation, a proportional lift trigger, and a cannon launch button, kids can easily pick up and transport emergency supplies and vehicles to key locations on the mat. Also included are expandable play buildings. A Police Patrol theme is also available.

In the Air Hogs Heli Cage, users can bash and smash their helicopter with no fear because the protective cage makes the ’copter invincible. Its innovative ring shield system allows it to always land upright. The three-channel control enables maneuverability through the toughest of spaces. Also to launch is the Air Hogs 1:24 NASCAR R/C. Bizu is a bead activity that allows girls to create magically transforming accessories. Kids can get twice the fashion and fun with Bizu Babies. Open the locket on the Bizu bracelet to discover a tiny Bizu Baby hidden inside. Each of the 16 unique Bizu characters comes with a fashionable baby for multiple ways to accessorize. They can be used as charms on the bracelet or can slide on the Bizu Baby charm ring. Bizu Babies come in four themes: rock, glam, funk and artsy.

Spin Master has new Moshling plush. Moshlings are the pets of Moshi Monsters, and now kids can carry them on their backpacks. Six plush Moshlings are available per series, and each includes an in-game code.

Victorious fans can experience Tori performing for them in their own home with the new Tori “Freak the Freak Out” Singing Doll. The doll looks like Tori Vega and sings “Freak the Freak Out.” Fans just lift the microphone up to hear her sing, and raise her other arm to hear fans go wild.

Tech Deck is also expanding next year. The Tony Hawk Grind Krew is a motorized skater that moves around in a seemingly random fashion. The motor makes the board vibrate, and the bristles that the board rests on transfer those vibrations into movements. The Tony Hawk figure can be adjusted on the board to affect his movement. Adding obstacles to the path of the toy also achieves different results in his movement; Hawk will follow or “grind” rails, go up and down the banks and ramps, and more. Tapping the figure in different ways will get him to spin in rapid circles. Available is a Basic Figure, the Satellite Dish, and the Battle Pack.

SEPTEMBER/OCTOBER 2011

Pacific Play Tents Plays Cowboy

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acific Play Tents’ Cowboy Tee Pee Playhouse is nearly five feet tall and almost four feet square. Made of durable, 100 percent cotton canvas, the easy-to-set-up teepee can be used indoors. The bright walls feature interesting designs, and there are tie-back dual front doors as well as a mesh window for ventilation purposes. The Cowboy Tee Pee playhouse features a cotton canvas floor and uses wooden poles for easy assembly and extra durability.

The tent comes in a carrying bag for easy storage.

Authentic Tee Pee and Teddy Bear Tee Pee styles are also available.

Authentic Tee Pee Playhouse

Brainy Baby Gets More Brainy

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abies can feel, turn, twist, and collect all of Brainy Baby’s new Brainy Twist Toys. The series consists of three colorful interactive products: Brainy Baby’s First Ball, Hairy Twist, and Large Texture Twists. The toys stimulate the senses with vibrant colors while helping young children develop dexterity and creativity.

The Glowberry Bears are interactive plush bears, hailing from a vibrant paradise called Glowberry Island. Glowing, giggling, and talking, each bear shows its own distinct personality, strengths, challenges, and quirky behaviors.

Kids can meet Flash the Fire Truck, Sadie the School Bus, Rudy the Recycling Truck, and Aerial the Airplane, also known as Flashcars. The four vehicles each hold special cargo: flashcards on academic topics, including letters, numbers, shapes, and more.

SEPTEMBER/OCTOBER 2011

SmartLab Is Weird & Wacky

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tanding over two feet tall, SmartLab Toys’ Weird & Wacky Contraption Lab has more than 60 mix-and-match pieces to build an unlimited number of contraptions. Kids can dream up crazy courses, then build and test them using the easy-to-construct Velcro-like system. Instructions offer tips and tricks on how to best manipulate the kit’s components. It guides kids through five sample contraption designs while they learn how to predict the outcome of each. Gravity, momentum, and velocity are observed while the steel ball runs the track and launches the stunt pic from the canon. It is designed for kids ages 8 and up.

With the Wallscapes Flower Garden, kids can turn their bedroom walls into a beautiful garden using the kit’s ready-to-assemble flower makers and petals for five different 3-D wildflowers. The kit also includes petal templates, glitter glue, rhinestones, and wall stickers of vines, leaves, and bugs. An included book encourages readers to create unique flowers with five inspirational bouquets. It also provides guidance on how to create the best display on a wall. The kit is designed for kids ages 7 and up.

FallToyPreview2011 Top Trumps Battles with the Death Star

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op Trumps takes its War-style card game to a new level with the introduction of several new licenses for 2012.

The Top Trumps Moshi Monsters Collector’s Tin and Top Trumps Star Wars Death Star Tin each include two Top Trumps packs (30 cards each) and four exclusive Super Top Trumps cards, plus the collector’s tin. Both licenses feature themespecific characters.

The Top Trumps Dr. Who—Pack 5 invites players to join the Doctor, the powerful Time Lords, and Amy Pond, his lively companion, as they journey thorough time and space in the ever-indestructible TARDIS. From the Pandorica Alliance to the Silurian race, the Doctor has never faced such sinister enemies until he meets The Silence. But who has the biggest Monster Rating of all, and are you brave enough to find out?

Moshi Monsters Invade Basic Fun

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he virtual world of Moshi Monsters lets kids adopt a monster, nurture it, play with it, and more. Basic Fun’s new line of Moshi Monsters accessories complement the collectible spirit of the online game play by offering both Monsters and Moshlings (pets of the Monsters) in a variety of bonus pack and blind packaged assortments. Available soon are key chains, allowing kids to take their Monsters with them on the go. The assortment features six Moshi Monsters: Diablo, Katsuma, Furi, Luvli, Poppet, and Zommer. Each key chain comes with a bonus Charmling.

Charmlings are enameled charms that come in a variety of 12 Moshling characters and attach to a specially designed Moshi gel bracelet. Packaged in a blind foil bag, each bag includes two Charmlings charms and a bracelet.

Also new in the Moshi line are Moshling Zipsters. The 3-D mini figures can be added to a backpack or jacket.

Available are 11 favorite Moshlings, including one highly collectible mystery Moshling.

Basic Fun is also expanding its electronic carabiner line. First up, the popular app Fruit Ninja will now be available in a handheld electronic version. Adapted for miniature handheld format, this version allows players the same fruit slicing fun in Basic Fun’s signature carabiner housing. Mattel Classic Football will also make a comeback. Played like the original, this version will also include vintage graphics. Basic Fun will also introduce an electronic handheld version of Hasbro’s Monopoly and Scrabble (based on Scrabble Moshlings Slam), and has also partnered with Atari to bring the original Break Out and Centipede game titles to Basic Fun’s carabiner format.

Also new for next year will be a line of Power Rangers toys, including key chains and a Top Launcher, based on the mechanical vehicles and animals that assist the Rangers, and new Unravels, colorful wax pencils that reveal more than 30 hidden messages as you unravel.

72 • THE TOY BOOK

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 A Seal Joins Goliath’s Zoo

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oliath Games’ Sonny the Seal made his debut in Nuremberg with a real-life seal exhibition, and now he is swimming over to the States as the new addition to the Goliath Zoo. Sonny the Seal has lifelike movements, and every time a ring is tossed around his neck, Sonny claps his flippers and barks with joy.

Domino Rally is back in 2012. The Domino Rally classic sets will include the Domino Rally Starter, Classic, Racing, Power Dealer, and Maxi Power Evolution. All of the items will have new and sleek futuristic packaging. Also to be introduced is a new edition to the Domino Rally line that has never been sold before, the Domino Rally Pirate edition.

The Maya Group Lights Up

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he Maya Group’s Orbeez start off hard and tiny, but when water is added they grow to more than 150 times their original size. Now kids can grow their Orbeez and create their own moving light show with the Orbeez Magic Light-Up Globe. The swirling Orbeez, colorchanging lights, and movement create a light show within the Magic Light-Up Globe and on the ceiling above.

With Orbeez Light-Up Pendants, kids can also grow Orbeez to create light-up pendants. The set comes with three pendants and 1,500 Orbeez in six colors so kids can create sparkly jewelry for any occasion. It can be used with the Orbeez Jewelry Maker, which is sold separately.

The Maya Group also introduces Xploderz. Xploderz creates ammo strong enough to shoot long distances, yet soft enough to disintegrate on impact. Xploderz XMagnum 700 is the next generation handheld, air-powered blaster. Ideal for mid-range combat, it fires up to 65 feet and includes an Xploderz Ammo Clip with 75 ready-to-fire rounds.

With a 250-capacity ammo depot and 700 rounds of Xploderz ammo refills, you can grow your own ammo and quickly reload.

Magic Light-up Globe Kids can also get ready for their next backyard battle with the XBow 1000. This airpowered blaster is powerful, yet light and easy to maneuver. It can reach a target from up to 75 feet, and comes with 1,500 Xploderz ammo refills and an Xploderz ammo clip for fast reloading.

The XMagnum is a handheld, air-powered blaster for mid-range combat, reaching targets of up to 65 feet. The XMagnum Target Set includes two XMagnums so two kids can play together or compete. It features a hanging target that changes color on impact. It also comes with a fast-loading Xploderz Ammo Clip, 75 ready-to-fire rounds, and 2,000 Xploderz ammo refills.

XMagnum 700

74 • THE TOY BOOK

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Kidz Delight Signs on for Smithsonian and Arthur

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idz Delight, Ltd., has signed agreements for two licenses for 2012 in the electronic preschool learning and development categories. The Smithsonian brand is for ages 2-5, and the Arthur-branded products are for ages 1-4. Both lines will be launched for fall 2012.

Kidz Delight is part of the CIDE global group of companies. The group also includes Inspiration Works in the UK, SEI in France, and KEC in Hong Kong.

Sun-Mate Has Licenses Galore

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un-Mate Corporation is moving into 2012 with an array of new licensed products. Sun-Mate acquired, and is finalizing agreements for, Batman, Superman, Super Girl, Scooby Doo, SpiderMan, X-Men, Iron Man, Captain America, Green Goblin, Silver Surfer, Fantastic Four, WWE, Star Wars, The Public Zoo, Hello Kitty, Chevron, Texaco, Gulf, and more. Products will be available in categories including musical instruments, toys, table top games, trucks, action games, shooting games, pin ball machines, backyard toys, spring/summer items, and more.

Just Play Has Licenses Galore

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ust Play is bringing specialty plush line YooHoo & Friends to the mass market in 2012 with new plush and the first-ever YooHoo & Friends small dolls. Featuring big, round eyes and long fluffy tails, YooHoo & Friends characters are based on rare and endangered animals from around the world. The new YooHoo & Friends plush and doll line will highlight several favorite YooHoo characters with a new look, as well as other characters for kids to collect.

Coming to Disney Junior next year, Doc McStuffins is a new animated series about a 6year-old girl who communicates with and heals stuffed animals and toys out of her backyard clinic. Just Play will introduce a full line of plush, feature plush, small and large dolls, play sets, dress-up, and role-play items inspired by the program. The toy line will feature Doc and her pals—Lambie (best friend), Hallie (hippo receptionist), Stuffy (proud stuffed dragon), and Chillie (hypochondriac stuffed snowman)—and through young girls’ favorite play themes will embody the core message of the series: the importance of taking care of oneself and others.

Inspired by the Disney Junior animated series Mickey Mouse Clubhouse, Just Play will launch a line of plush, role-play, and “Minnie’s Bowtique” toys focused on the fashionable female mouse. The new line inspires fantasy role-play, but also includes classic play patterns with a focus on kitchen play, fashion, travel, and beauty. Minnie’s pink and white polka dot signature pattern, along with the overall bow theme, will be featured prominently throughout the line.

Just Play will bring the world of Barbie to retailers in fall 2012. A line of role-play toys and dress up items in the core and entertainment lines will be available. Classic role-play themes are merged with the iconic Barbie style in the line, from dresses with ruffles and bows to styling sets, tea sets, and vanities.

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SEPTEMBER/OCTOBER 2011

iloveRobots Unleashes Mechatars

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ossa Nova Robotics’ iloveRobots division launches Mechatars, an R/C toy line designed for kids ages 6 and up. Connecting the physical and online worlds through the company’s cloud-based platform, Mechatars introduces an interactive play experience that the company calls “Blended Reality.”

The Mechatars line was designed as a seamless online-offline experience. In the backstory, Mechaverse is under attack from a dangerous enemy known as The Swarm, and the Mechatars are fighting for their freedom and to bring peace back to their world. Kids have the responsibility of training their Mechatars for this fight. The more a child plays with and trains their robot—both online and offline—the more weapons, skills, and abilities their Mechatar earns. Three Mechatar Tribes are being introduced: Alpha, Wrexx, and Kodar—each with its own personality and strengths in battle.

The physical R/C robots can sense one another and launch into epic battles. When no other Mechatars are nearby, kids can guide the Mechatar on reconnaissance missions to earn additional points and skills. Online, kids can visit www.mechatars.com to enter the Mechaverse, a virtual world where kids battle for domination with other players.

Bossa Nova’s iloveRobots division also introduces cuddly robot friends. Penbo is an interactive penguin.

She responds to touch with blinking eyes, flapping wings, and cooing sounds. Penbo lays an egg, which opens to reveal Bebe, a baby penguin that will chirp and communicate with Penbo.

Skylee is an interactive dragon that responds to touch, voice, and motion. Skylee flaps her wings in response to touch and responds with words to a child’s greeting.

Each Sklyee comes with a baby dragon that pops out in her own egg. Skylee and Bebe also recognize when a Penbo or Penbino—a miniature Penbo—is neaby and will sing and dance with them.

Skylee

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SEPTEMBER/OCTOBER 2011

Lovee Introduces Cara’s Singing Cupcakes

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ovee Doll & Toy Co. introduces Cara’s Singing Cupcakes. Each cupcake has a rhyme and song of its own. There are five separate activation points for this interactive doll, which will be available in Caucasian and Afro-American ethnicities, and in a bilingual, Spanish and English version. It is also slated to be made in French and Italian versions. The doll is 13 inches tall and comes in varying hairstyles.

Lovee also introduces Allie’s Activity Gym. This soft baby doll coos, laughs, gets fussy, and says, “da da da.” The sounds are activated when the doll is playing with her mobile.

Yoha’s Got Interactive Pets

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andars Interactive Pets, from YoHa Technology, can sense, speak, and call to each other. Infrared sensors in their eyes allow the Tandars to detect movements and interact with their owner. Tandars Pets blink their eyes and move their head, ears, and mouth. Their moods can be changed by interacting with them. If left alone, Tandars get bored and start to snore as they fall asleep. Tandars also burp and fart at random. Tandars Pets will let their owner know when they are hungry and low on energy.

To “feed” them, owners can connect the Tandar’s tail to a USB port.

FallToyPreview2011 Slumber Fun from Jakks Pacific

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edtime becomes more interesting with Jakks Pacific’s new introductions. SlumberJams are wearable sleeping bags that instantly transform kids into creatures. Children customize the body by choosing the colors and different accessories, such as eyes, horns, moles, claws, and mouths, to become whatever monstrosity they imagine.

Pawggles are furry animal friends that magically pop into slippers. With one quick adjustment plush companions can be turned into cozy footwear. The five varieties include Bront the Dinosaur, Taffy the Pink Kitty, Mazzie the Unicorn, Fletch the Puppy, and Ranger the Bear.

For kids who just can’t make up their minds, the Threeversible Blanket (name pending) is one blanket that can turn into three different styles with a simple toss.

Fairies Expand Jakks Pacific is also expanding its Disney Fairies collection with two lines filled with “delicious tastes.” The 4.5-inch Basic Fairies Fruit Collection features five styles of fruitthemed fashion and intricate wings. The 4.5-inch Basic Fairies with Sweets Fashion dolls wear some of the most popular desserts. Kids can choose from Creamsicle, Frosty Mint, Cherry Pop, Lemon Drop, Berry Parfait, Banana Split, Candy Apple, and Sugar Plum. The outfits are interchangeable to suit any sweet tooth.

The new 4.5-inch Tink’s Sweet Treats Café can be added to Tink’s Pixie Cottage. The café comes with a flowery table and chairs, a stove for baking, and a sign welcoming her hungry customers. Also available is the 4.5-inch Sky High Tink that “magically” flies once Tink is placed on her platform and the attached string is pulled.

For those who desire to play with a larger fairy doll, the company is introducing a variety of nine-inch fairy dolls,

Digital Girls Tech-savvy tween girls can have videos, photos, friendship, and fun all in, or rather on, their hand. The Digital Girls Video Watch allows girls to record video of friends for their own video blog. The audio feature can record hours of gossip, secrets, and laughs. Girls can also capture photos and play with the Lifestyle App, which includes BFF rankings, “cootie catcher” fortune games, a lie detector, and more.

80 • THE TOY BOOK

Pawggles

For photography on the go, the Digital Girls Compact Cam fits in a purse or backpack and captures moments with a simple slide and snap. Load the photos onto the Digital Girls Video Watch (sold separately), or edit memories and print stickers with the Digital Girls Pic ’n Stick Photo Studio (sold separately). The Studio has easy-to-use software that allows girls to add their own flair to pictures, then print them and stick them. Also available is the Digital Girls Digital Picture Frame, which has a full-color screen and built-in memory. Girls can upload their favorite photos and display them by clipping them on bags, charm necklaces, and more.

Deranged & Creepy Scatterbrainz is a deranged twist on the classic game of darts. Each collectible crazy character dart has a soft, gummy, exposed brain that sticks to virtually any surface.

Throw them or blast them from the launcher for unlimited game play. Brand new for 2012, the Creepy Crawlers Bug Maker is even easier to use. Users prep three compound colors at once and use the included decoration pens to design cool creations. Additionally, Creepy Crawlers is going micro next year with new mini-sized creations.

Just Like the Pros Jakks has revamped its Real Construction line with allnew packaging and new models to build, including military sets, trains, dinosaurs, and more. Additionally, new MXS bikes will debut, featuring sound effects bikes with real rev technology, just like the pros.

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Build, Pull, and Take Off with GreenLight

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or 2012, GreenLight is introducing a new line for the hobby market, Motobuildz. The 3-D foam paper model kits allow kids to construct their own interactive muscle cars without glue or paint.

The kits also include a pullback motor and solid plastic wheels so the cars can zoom off after construction is over.

A variety of themes join GreenLight’s offerings this year. The Hot Pursuit line features police-themed toy cars that are authentic replicas from past and present law enforcement cars across America. ’Zine Machines highlights cars that have graced the cover of automobile magazines. Road Racers pairs speed with style and features racing paint schemes. GreenLight Exclusives, in a larger 1:18 scale, are for both kids and parents, and can be an educational and interactive parent-child experience. All GreenLight die-cast collections have limited production runs.

For auto enthusiasts, GreenLight introduces Side Styles. These side mirror covers are made of flexible material that fits snuggly on the side mirrors of any family car. Display a child’s favorite characters, patterns, or school mascot. The cover can be removed at any time with ease.

Ceaco Turns 25

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n celebration of its 25th anniversary, Ceaco is launching the Ceaco Classics series, a collection of its best-known images from the past 25 years. Next year the company will debut 171 new puzzles from more than 40 artists. New puzzles from staple artists, such as Thomas Kinkade and Jane Wooster Scott, will join the Sylvia Weinstock Cakes 550-piece series. Weinstock is known as the “Queen of Cakes” and creates more than 500 cakes a year in all shapes and sizes, always including her signature handmade edible floral designs.

Debbie Munn will also make her Ceaco artist debut with a 550-piece puzzle assortment that adds to her resume of more than two dozen licensees, including calendars and stationery, greeting cards, hobby kits, and home accessories. Bear Necessities are new puzzles of adorable bears from Ulrike Schneiders. Ulrike is the daughter of internationally acclaimed photographer Tony Schneiders and is recognized as one of the best still life photographers in the world.

CeacoKIDS is also expanding in 2012. The Pinkalicious assortment includes sticker and glitter puzzles with new images. The company’s Lalaloopsy line will include new 24-piece Fuzzy and 60-piece Glitter puzzles based on the rag dolls that magically came to life when their very last stitch was sewn. Ceaco’s MoshiMoshiKawaii puzzles are based on the series of activity books that came to the U.S. from Japan. The brand started as a good luck charm gift property in Japan, and has since developed into a kawaii (meaning cute and kitsch in Japanese) publishing property around the world.

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SEPTEMBER/OCTOBER 2011

Uncle Milton Signs on for Nat Geo

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ncle Milton Industries will debut its line of National Geographicbranded Outdoor Explorer toys in the spring. The line will feature items including the All-Terrain Nature Collector, the High Sierra Eco Explorer kit, and a new activity called “Earth Tag.” The products are designed to inspire kids to explore the wonders of their world.

Whirl ’n Wear with International Playthings

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nternational Playthings, LLC, introduces new accessory sets and themes to the Whirl ’n Wear Charms line of craft activity sets. The ease of using Whirl ’n Wear Charms makes it suitable for young children ages 5 years and up, but also grows with children as their creativity expands.

New for spring is Alphabet Charms. Expand the fun of Whirl ’n Wear Charms by creating personalized bracelets, key chains, and more. The new Alphabet Charms set features charms (hearts and stars) that can each be given a lettered sticker. Girls can use them to form words, names, or expressions to wear. Includes 24 large charms, 24 small charms, one sheet of stickers, six clasps/fasteners, two key chain attachments, and six feet of clear elastic string.

Bright, transparent dolphins, whales, and fish are included in the Sea Life Charms accessory pack. The dolphins and whales are droplet charms that hang lower than the others to provide more drama to each fashionable piece of jewelry. This set features 16 large charms, 24 small charms, six clasps/fasteners, two key chain attachments, and six feet of clear elastic string.

The Precious Charms set includes Russian dolls, baby shoes, smiling faces, lollipops, and more. This set features 18 large charms, 24 small charms, six clasps/fasteners, two key chain attachments, and six feet of clear elastic string.

Whirl ’n Wear Precious Charms

SEPTEMBER/OCTOBER 2011

Diggin Introduces ZapCapz

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apCapz are collectible trick caps by Diggin that jump into the air when struck. Kids load the ZapCapz, aim, strike, and then they jump. To accumulate points in the game, players must take skillful shots aiming for side landings, trick shots, and more. Knock over Y-Mi, the ZapCapz favorite robot target, for extra points. The game set includes retractable steps for performing tricks and storing Capz, six ZapCapz, two Striker Capz, and a Y-Mi figure. Also available are ZapCapz Minis that come with one ZapCap and one Striker Cap. Rock n Rollas are actually two toys in one—a rocker and a 360-degree rolling ride-on. Kids as young as 1 year old can start playing with the characters in rocking mode. Parents add wheels as the child grows, and then in “rolla” mode, the 360-degree caster wheels allow children to use their feet to ride in any direction. The soft-cushioned animals are compact, have rounded edges, and can be used as a furniture addition to a home. Designs are available in Busy Bee, Moo Cow, and Doggy styles.

ZapCapz

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THE TOY BOOK • 85

FallToyPreview2011 Aurora Feels the Love

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urora has a brand new collection of plush toys and gifts releasing for Valentine’s Day, highlighted by new YooHoo & Friends. One for Me, One for You features two YooHoos connected by a magnetized heart that reads “Friends 4Ever” or “Best Friends.” Buyers can keep one and give the other to a friend.

The Luv Bug is a ladybug featuring heart-shaped spots. The Luv Bug line includes a clipon assortment in red or hot pink with text on the wings that reads “Xo Xo,” “Luv You,” “Luv Bug,” or “Hug Bug;” a pet carrier to take Luv Bug on the go; and standalone, bean-filled plush, available in small and large.

Consumers can show how crazy they are about someone with Gaga Gorilla, a plush primate holding an embroidered heart that reads “WILD 4 U.” Gaga Gorilla has long flowing hair with pink and purple highlights, and each holds an embroidered heart. The gorillas are available in small, medium, and large.

One for Me, One for You

Pop and Plink with Discovery Bay Games

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uo is a new line of interactive products for the iPad from Discovery Bay Games, allowing for a variety of gaming experiences among friends and family members. To play, just download the game apps from the App Store.

In Duo Plink, players guess the answer to questions that are shown on an iPad by placing tokens on the Duo Plink color that matches the guess. Plink rotates and drops the winning tokens into the bank— no scorekeeping or counting Duo Plink necessary. In Duo Pop, players compete to be the first to pop their Duo Pop buttons, then correctly answer questions to win. Duo Plink is for two to six players or teams, and Duo Pop is for two to four players or teams.

Also available is Atari Arcade—Duo Powered, which brings Atari’s arcade classics to the iPad.

86 • THE TOY BOOK

Buffalo Games Says Ring a Friend

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hone Frenzy is the newest party game from Buffalo Games, and it’s not about what you know, but who you know. The calling, texting, picture messaging board game tests the knowledge and speed of a player’s phone contacts.

The primary game component is a cell phone.

During every turn, players choose a challenge or activity from four categories. For instance, if a challenge asks players to receive a correct response to “Send me a picture of something soft,” they send a text message to contacts in their cell phone list and the first player to receive the correct text message wins the round. The first team to win a challenge in all four categories wins the game. Phone Frenzy is for two to eight players ages 14 and up.

SEPTEMBER/OCTOBER 2011

Edu-Science Premieres Scientific American Line

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new line of Scientific American science toys and kits will premiere at Fall Toy Preview from Edu-Science (H.K.) Ltd. as part of its new multi-year licensing deal to develop, manufacture, and distribute Scientific American-branded science toys for kids ages 6 and up. The line, which will complement existing science-related experiment kits and other products from Edu-Science, will focus on a variety of themes, including dinosaurs, physics, astronomy, and other areas of science. The products will be available in the spring.

University Games for the Brain

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niversity Games is launching new games and expanding on its most popular lines for the upcoming season. The company is expanding its Eric Carle games, puzzles, and activities. The Eric Carle series will feature a board game based on Eric Carle’s new picture book, The Artist Who Painted a Blue Horse, which will be released in stores this month. The game encourages kids to practice self-expression and imagination by allowing them to create animals of various colors.

Two new games will be added to the company’s BrainBox line of 10minute, memory-recall games. The new items are BrainBox Boston and Chicago, where players get a chance to experience and learn about cities as they enhance their memory.

University Games is also adding to its puzzle lines. In celebration of the 20th anniversary of the Brain Quest brand and the 60th anniversary of the Colorforms brand, University Games is launching a series of Brain Quest Giant Activity Puzzles. Each puzzle comes with Colorforms Stick-Ons and a set of question-and-answer cards that encourages pre-kindergarten- and kindergarten-age children to interact with the puzzle scene.

The BePuzzled brand will introduce a new line of double-sided, shaped floor puzzles, featuring children’s characters, such as the Very Hungry Caterpillar.

SEPTEMBER/OCTOBER 2011

FallToyPreview2011 Fantasma’s Magical Lineup

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ishCraft is a new mystical line from Fantasma Magic that focuses on fortunetelling fun. The initial five products let users reveal, control, and explore the future with help from secret magical techniques. The Psychic Pendulum has a secret component that allows the user to control the direction it swings in response to another player’s supernatural queries. Bonus ESP cards and bands are included to test reallife psychic abilities. The collectible Secret Magic Case includes more than 50 different tricks such as Bite-Out Cookie, which restores after it’s bitten into, and Secret Levitation Gadget, which enables players to make objects float in mid-air. The tricks come packaged in a sleek aluminum carrying case, allowing aspiring magicians to perform a show wherever they go. Magician Ed Alonzo hosts the included instructional DVD.

Mega Has a Need for Speed

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ega Brands is introducing two new cars to its Need for Speed line. The NFS Ford Shelby is a 1:38-scale vehicle that comes with two unique customizations. All custom part designs are from the video game. There are approximately 65 pieces in the set. The NFS Custom Garage includes a customscale Audi R8 and an exclusive R8. The LED light is for car display and there is a display wall for all customizable parts. The package comes with approximately 280 pieces.

For Halo, Mega introduces UNSC Pioneer vs. Skirmisher.

The new light-armored UNSC Pioneer is an iconic vehicle in the Halo Universe. The 175-piece set includes Grenadier, Air Assault Spartan, and SkirNFS Custom Garage misher, as well as additional customization armor.

Jet-Pack Wilson Adventure, based on Chuggington, includes a four-level clock tower, a three-level station, and tons of tracks. The buildable Jet-Pack Wilson comes with a sky-rail feature to make him fly. Also included in the 93piece set are Vee, Wilson, and Action Chugger.

Call on the power of the Megazord! The Samurai Megazord offers three-in-one rebuilding. The set includes one figure and weapons. Also new is Blok Squad Police Station, in which kids can build a detailed police station with a police patrol chopper. The product includes five figures, four vehicles, a play set, and accessories.

For the preschool market, Steer Along Friends Timmy Tipper is designed for little hands. Kids can grip the steer-along wheel as they drive through the house picking up the included blocks in the set as his cargo. Stack the blocks on the truck bed or carry them to a new location for construction. Once Timmy Tipper reaches his destination, the dump truck bed empties the cargo with a simple pull of the lever. Also available is Steer Along Friends Fire Fightin’ Freddy.

Kids can create and customize the world of Moshi Monsters with the Moshi Monsters Ooh La Lane. Within this 99-piece set are two figures, including Katsuma and Giuseppe Gelato, plus a surprise Moshling. Kids can build ice cream cones for the Monsters at the Ice Scream Shop or use the brightly colored pieces to create Gabby’s Café, where they can grab a snack. Fans can build it exactly like the Moshi Monsters online game or design a whole new street in Monstro city. Two secret codes are included for accessories and items in the online world.

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Zoobies Introduces Duffel Dogs

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uffel Dogs, from Zoobies, are designed to be a child’s travel companion. Their soft, plush bodies are also duffel bags with a blanket zipped inside, complete with straps for carrying. There’s room for kids to pack their belongings into the bag as well.

EB Excalibur Joins (with) the Army

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B Excalibur, a toy division of EB Brands, has partnered with the U.S. Army to develop a full line of air and land remote control vehicles. The products come equipped with the latest remote control industry innovations, including auto stabilizing technology, precision 360-degree control for the choppers, and high-mobility features for the land vehicles. All models feature official U.S. Army branding, including camouflage designs, logos, and word marks.

GeoPalz Says Let’s Move

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eoPalz is striving to combat childhood obesity with the launch of its pedometers, which are specifically designed for kids ages 5 and up.

The pedometers attach to a shoe, wrist, or hip, and each pedometer has a unique code inside that can be registered on GeoPalz.com. Each step children take adds to their pool of points, which can be redeemed on the GeoPalz website for a variety of products, including activity-based products, sports equipment, outdoor toys, iTunes gift cards, and more. Families can also wear the pedometers or other fitness trackers to log their entire family’s steps on the GeoPalz website.

SEPTEMBER/OCTOBER 2011

YBike Gets Kids Moving

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Bike USA introduces new ways for kids to get around. The YBike Explorer is a threewheeled go-kart that is completely powered by pedaling. Its easy-to-grip handles make the ride secure and its back-wheel steering allows a kid to cruise the pavement. YBike Explorer will be available in orange and yellow, and allows for a maximum weight of 100 pounds. It is recommended for ages 5-8.

YBike also introduces the YBike Pewi, a stable walker/ride-on for toddlers ages 1-3.

The Pewi is designed to assist toddlers in developing basic motor and balance skills. The directional caster wheels on the Pewi legs allow kids safe freedom of movement and are designed to enhance what child development experts refer to as “body in space awareness.� The product will be offered in red, blue, and violet.

The YBike Kicker is a scooter designed for kids ages 3-6. It has 10-inch rubber wheels that allow kids to use it not only on cement, but also on grass and dirt surfaces. The Kicker features an aluminum frame, and an injection-molded plastic handle bar and scooter base. It will be available in orange and pink.

YBike Kicker

Tree House Kids Offers Heroics

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ree House Kids presents its newest line, Heroics. Heroics are one-inch-tall, highly detailed, and fully painted figurines that come in brightly colored, blind ball packaging. The Heroics line features characters from the Marvel Universe, including Spider-Man, the Incredible Hulk, Iron Man, Wolverine, and Thor. Characters of the DC Universe will also be available, including Batman, Superman, the Flash, and Green Lantern. In the spring, Heroics will expand to include characters from Disney’s The Avengers, Sony Pictures’ The Amazing Spider-Man, and Warner Bros.’ The Dark Knight Rises.

In addition to the Heroics line, Tree House Kids will launch licensed micro-vehicles and play sets based on characters from the Marvel Universe. Vehicles especially designed to reflect the powers and characteristics of the heroes and villains from Marvel will interact within expanding tracks and play sets with civilian vehicles.

Tree House Kids will also introduce new R/C vehicles, including the Polaris Outlaw Quad for off-road racing, and exclusives such as the Kevin Van Dam Bass Boat and R/C Truck Adventure Set for Bass Pro Shops, featuring 2010 Bass Master Classic Champion Kevin Van Dam.

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SEPTEMBER/OCTOBER 2011

T HE D EFINITIVE I NFORMATION S OURCE

FOR THE

T OY

AND

G IFT M ERCHANT

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Looking Back from the Future good friend of mine is putting together a time capsule for her daughter Madison’s first birthday, to be opened when Madison turns 18. With the speed at which the world is growing and changing, I can only imagine what she will think, 17 years from now, flipping through a 2011 newspaper (“What’s a newspaper?”) or reading about today’s technology.

What will the toy industry be like 17 years from now? The toy industry is an industry of evolution, closely mirroring what’s happening in the adult world. As smartphones, tablet computers, and other technologies become more ingrained in everyday family life, kids are using these products for entertainment and education. Manufacturers are responding by offering apps that work in conjunction with their products or enhance the play pattern of their products. Some manufacturers, like LeapFrog and VTech, are offering tablets for kids. For more about this burgeoning force, check out the article on toys for the “iTot generation,” beginning on page 24.

Virtual worlds for kids also continue to grow in popularity. While somemanufacturers are finding success with products based on popular sites, others are creating a virtual world to support and promote their product line and finding it is worth the effort. These worlds encourage kids to interact with the

SEPTEMBER/OCTOBER 2011

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related product, which in turn helps boost the entertainment level of the virtual world itself. Turn to page 114 to learn more.

I think I’ll contribute this issue of The Toy Book to Madison’s time capsule. One can only imagine what’s in store for our industry five years Jackie Breyer, from now, let alone 17. Maybe she’ll marvel at the editor in chief innovation of 2011. Maybe she’ll marvel at how young I looked in this photo. Hopefully, she’ll see how the innovations of today’s manufacturers and retailers have led to a thriving, innovative toy industry in 2028. Happy 18th birthday, Maddy! ●

ON THE COVER: THE HAYWIRE GROUP IS A GAME COMPANY THAT CREATES GAMES FOR BOTH THE SPECIALTY AND MASS MARKETS. SHOWN ON THE COVER ARE CHARACTERS FROM THE COMPANY’S MOST POPULAR GAMES. FOR INFORMATION ABOUT HAYWIRE’S 2012 GAME INTRODUCTIONS, SEE PAGE 40.

SPECIALTY TOYS & GIFTS

NEWS BEGINAGAIN ACQUIRES IMAGIPLAY

Newly launched company BeginAgain Toys, created by Chris Clemmer and David Bowen, the founders of Sprig Toys, Inc., has acquired eco-toymaker ImagiPlay. BeginAgain launched its initial product lineup of more than 50 products at ABC Kids Expo.

In addition to its original playthings, which will hit stores this fall, BeginAgain will carry many of ImagiPlay’s rubberwood toys, and has plans to update several of ImagiPlay’s designs for release next year.

ImagiPlay Founder Barbera Aimes will serve as an advisor for BeginAgain.

CHORION FORCED

INTO

ADMINISTRATION

Several sources have reported that Chorion, a family entertainment provider and owner of brands including Noddy, Mr. Men, Beatrix Potter, and Paddington Bear, has been forced into administration after failing to renegotiate a £70m debt.

Lord Alli and William Astor, Chorion’s chairman and deputy chairman, have tendered their resignations as a result of this reported failure.

DC Advisory Partners has been appointed to oversee the sale of the business.

The firm’s assets will likely be broken up and sold off to the highest bidder as lenders— principally Bank of Ireland, GE Capital, and Lloyds—seek to recoup their investments. A range of bidders are expected to vie for the assets.

Chorion’s Mr. Men characters

WONDER FORGE REBRANDS PRESCHOOL SUB-BRAND,

I CAN DO THAT! GAMES

Wonder Forge is rebranding its I Can Do That! Games preschool games line.

Beginning immediately on the company’s newly launched WonderForge.com website, and next year on product packaging, preschool games from Wonder Forge will be branded under the Wonder Forge name.

“A singular brand identity simplifies communication to our consumers,” says Jacobe Chrisman, CEO and founder of Wonder Forge. “It also gives us greater flexibility as we continue to grow our business beyond the game aisle and offer entertainment products for children and families of all ages.”

Wonder Forge launched in 2007 and since then has gained licensing rights to cherished literary brands such as Dr. Seuss, Richard Scarry’s Busytown, Angelina Ballerina, and Curious George, as well as popular television properties Chuggington and MythBusters.

MARY MEYER TAKES OVER MANUFACTURING DISTRIBUTION

SPECIALTY TOYS & GIFTS

OF

TAGGIES

AND

Mary Meyer will take over manufacturing and distribution of products formally made by Taggies, Inc. in the specialty retail channel. Mary Meyer will manufacture and distribute the award-winning Taggies balls as well as memory and photo cubes to specialty retailers. These items include Toss the Taggies, Taggies Colours Toss, Taggies Treasures, Taggies Colours Treasures, Touchdown Taggies Football, and the Homerun Taggies Baseball.

In additional news, Mary Meyer as been named the distributor in specialty retail for Rhino Toys, maker of infant toy the Oball. The Oball series includes an assortment of balls in different sizes and is designed to provide innovative, tactile, and high-performance play. Rhino Toys is owned by Kids II. ●

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ASTRA’S INSIGHTS

There Is Still Time!

Planning Your Neighborhood Toy Store Day Event in a Month or Less

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by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA) hen raising young children it is often said that every day is endless but the weeks fly by. You could say the same is true for independent toy store owners; the days are long, yet in a blink of an eye it’s a new week or a new month or a new season. It’s easy to feel as if the specialty toy industry’s big annual events arrive faster and faster each year.

If this year’s Neighborhood Toy Store Day (Saturday, November 12) has crept up on you, relax. There is still time for your store to participate. Neighborhood Toy Store Day was created by the American Specialty Toy Retailing Association (ASTRA) as a way to help consumers understand the specialty toy difference. Here are some ideas for creating a successful event even though time may be slipping away: Keep it simple. Some retailers may make Neighborhood Toy Store Day their biggest event of the year with live music, clowns, or face painting, but you can do whatever fits your store. With only a few weeks to go, focus on what is manageable for you and fun for your customers. The easiest event may be to do what you already do: display a variety of toys for children to play with. ASTRA’s Best Toys for Kids award-winning toys are good choices because they highlight the fine quality of specialty products, and they represent the expertise of specialty retailers like you.

Reach out to your customers. Most retailers have multiple ways to reach their customers: through newsletters, e-blasts, on Facebook, and on their website. The Neighborhood Toy Store Day message has already been written for ASTRA retailers. Log in to www.astratoy.org and click on “Member Resources,” then “Membership Programs” to find press releases for various types of media. Remember, the objective is to remind customers about the advantages of shopping at a specialty toy store, so even if they don’t come to your store on Neighborhood Toy Store Day, your outreach means they are still getting the specialty message at this critical time of year.

Tie-in with a local charity. If you don’t already have a local charity you support, call a non-profit preschool or child care center. Agree to give them a percentage of your sales from the day and you can be

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sure that they will help you promote your Neighborhood Toy Store Day event to the parents they serve.

Reach out to local journalists and bloggers. ASTRA provides member retailers with a template press release to promote Neighborhood Toy Store Day. Pick three to five local reporters and bloggers who cover family issues and send them the press release. Follow up with a phone call to invite them to your store on Neighborhood Toy Store Day. Toy lists are often attractive to journalists as the holidays approach, so use ASTRA’s Best Toys for Kids list as a hook to interest reporters. Also send a notice to your local parenting publication or website for a calendar listing.

Mount a simple window display. Your window display for Neighborhood Toy Store Day doesn’t have to be complicated. Again, Best Toys for Kids award winners may help attract attention and highlight the specialty difference, as would a poster about the advantages of shopping local. Go to www.neighborhoodtoystoreday.com to download a Neighborhood Toy Store Day logo and the top 10 reasons for shopping local.

That’s it! Half a dozen phone calls plus taking advantage of free, downloadable, and ready-to-go resources created by ASTRA is all it takes to get ready for the November event. These are simple ways to get the specialty message out to your customers early this holiday season. Visit www.astratoy.org now and take a peek at what’s available to you as part of your ASTRA membership. Then decide how you want to put Neighborhood Toy Store Day on the map in your community. ●

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Onward to Cleveland!

The iHobby Expo Moves to Cleveland in 2012

hile this year’s 27th edition of the iHobby Expo will be held once again at the Donald E. Stephens Convention Center in Rosemont, Ill., the show will move to Cleveland next year.

Hobby Manufacturers Association President Michael Bass (Stevens International) and Show Committee Chair Douglas Blaine (Bachmann Trains) announced that the 28th edition of the iHobby Expo, the Association’s and the industry’s premier trade and consumer event for model hobbies, will move to the International Exposition Center (I-X Center) in Cleveland, Ohio, October 11-14, 2012.

“After a thorough analysis of our Expo, which included in-depth surveys to both our valued exhibitors and trade attendees, and with the support of many in our industry, the HMA board of directors has decided to present the 2012 iHobby Expo at the I-X Center in Cleveland,” says Bass. “The HMA board is committed to enhancing our show to make it more economical and efficient for our exhibitors, and to reach as many new dealers and consumers as possible. Our surveys indicated the desire of both exhibitors and trade attendees to visit other markets and venues to reach important retailers in all regions of the country. We are grateful to our partners at the Donald E. Stephens Convention Center in Rosemont for the wonderful working relationship we have mutually enjoyed, and may bring the show back to that venue in the future.”

The HMA board of directors and show committee’s research showed that Cleveland would provide savings of approximately 25 to 30 percent to both exhibitors as well as attendees. Research also showed that there

are more hobby shops within a 200 mile radius of the I-X Center than in Rosemont.

The I-X Center is located near the Cleveland Hopkins International Airport and has more than 1.4 million square feet of exhibit and meeting space. The center already hosts a number of trade and consumer events including the Piston Power Show in late September, which showcases hundreds of piston-powered cars, planes, and other vehicles. Additionally, the area has affordable hotels within a few miles of the center, is 10 minutes from downtown Cleveland, and is reachable by car from other metro areas, including Pittsburgh, Buffalo, Detroit, and Chicago.

“The I-X Center is proud to welcome the International iHobby Expo to Cleveland in October 2012,” says Robert Peterson, president of the IX Center. “Cleveland’s central location, accessibility, and affordability will help iHobby attract trade attendees and grow the exhibitor base. At the same time, Cleveland is known nationally as a great consumer show market with a proven track record of successful events such as the World’s Greatest Hobby on Tour and the National Sports Collectors Convention (a.k.a. The National).”

This year’s iHobby Expo will be held October 20-23 at the Donald E. Stephens Convention Center, in Rosemont, Ill. For additional information on the Expo and HMA, visit www.hmahobby.org. For more information on the new venue in Cleveland, visit www.ixcenter.com. ●

Displays shown are from iHobby Expo 2010.

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Pick Up a Hobby

Die-cast, models, trains, and road racing toys GREENLIGHT COLLECTIBLES is introducing the GL Hollywood series assortment, which showcases iconic cars from popular movies. GL Hollywood highlights rides from current blockbusters and cult classics from the ’70s, ’80s, and ’90s. From the Bluesmobile from Blues Brothers to the Bandit Trans Am from Smokey and the Bandit to the Corvette from Animal House, these scaled die-cast replicas feature detailed engines, real rubber tires, a metal body and chassis, and detailed graphics.

The cars are officially licensed by their respective auto manufacturers, entertainment and production studios, and auto accessory companies.

SUN-MATE CORPORATION is introducing a new die-cast lineup consisting of six die-cast play sets.

Each set has 30 pieces for hours of play. Themes available are military, fire, police, construction, space, and airport.

NASCAR Team Properties and SPIN MASTER LTD. have joined forces for a new merchandising program that names Spin Master as the primary toy licensee for the NASCAR brand. Beginning next year, Spin Master will exclusively release NASCAR-branded toys, including die-cast, play sets, action figures, remote-control items, and more. The products will be sold at mass market retailers, online e-commerce websites, and specialty retailers.

The Santa Special, by BACHMANN TRAINS, speeds from the North Pole to make a special delivery of colorfully wrapped presents to good boys and girls. The HO-scale, ready-to-run train set has a tanker full of Kris Kringle’s hot chocolate and a stock car to transport his reindeer. The Santa Special comes complete with Bachmann’s exclusive E-Z Track snap-fit track and roadbed system, plus a gondola with presents, a North Pole and Southern bobber caboose, a power pack, a speed controller, and an illustrated instruction manual.

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From the plains of Kansas to the mountains of Colorado, the Atchison, Topeka, and Santa Fe served the Southwest. Boasting Sante Fe graphics, the special-edition Steam Freight Starter Set is a U.S. exclusive from LGB PRODUCTS, distributed by WALTHERS. The G-scale train set includes a steam engine with working smoke, a tender, a flatcar, and a caboose.

Two classic vehicles from The Munsters are making a comeback as model kits as AMT, a brand of ROUND 2, LLC, releases the Munster Koach and Grandpa’s Drag-ULa model kits. The products are licensed by NBCUniversal Television Consumer Products Group. The 1:25-scale kits are skill level 2 and include a bonus full-color cardboard display base with a backdrop. The Munster Koach version even includes an additional cardboard standup featuring the entire Munster family.

Both kits are packaged with the original 1964 box art.

Kids can race Mater and Finn McMissile down straights, around curves, and through loops with CARRERA OF AMERICA’s Secret Mission Race Set. The product comes ready to be set up and raced as fans pursue their mission. With a track length of 20.34 feet and a footprint of 7.12 by 2.62 feet, the set also includes one Mater car, one Finn McMissle car, straight and curved tracks, loops, two hand controllers, a lap counter, a transformer, guardrails, contact brushes, and moviethemed decorations.

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In 2007, despite a number of notable changes in MotoGP, Repsol Honda racer Julian Simon scored 123 points, placing ninth, while his teammate Shuhei Aoyama earned his firstever pole position during a race at Motegi. Overall, the Honda team earned 313 points, finishing second. The limited-edition HASEGAWA 1:12 Scale Repsol Honda 2007 WGP 250 pays tribute to Honda’s 2007 season and features 145 parts. The skill level 3 kit includes a seat pad, a rear swing arm, a tank pad, and rear fender parts. The Repsol Honda kit includes two marking options: 2007 WGP 250, number 73 rider (Shuhei Aoyama) and 2007 WGP 250, number 60 rider (Julian Simon).

POLAR LIGHTS, a brand of ROUND 2 LLC, is developing a 1:350-scale Star Trek the Original Series U.S.S. Enterprise NCC-1701 plastic model kit, to be released next year. The kit will measure more than 32 inches long and has accurate details that match the model used in the filming of the classic TV show. There are two different versions of the kit for Star Trek fans: the standard version and the limited Premiere Edition, which includes all the parts in the standard kit plus extra parts to transform the model into the two pilot versions.

Kids can expand their TOMICA Hypercity with the Tomica Hypercity Dual Die-Cast Set— Hino Fire Truck and Toyota Himedic. Tomica’s dual die-cast cars and figures come with many features; for instance, the Hino Fire Truck has working cranes, and the Toyota Himedic has opening doors. Also new are the Tomica Hypercity Rescue Fire Liner set and the Tomica Hypercity Rescue Police Headquarters play set.

Marble Racers, by SKULLDUGGERY, INC.’s KRAZY KARS, combines the excitement of racing cars with classic marbles. Kids ages 3 and up customize Marble Racers with themed and crack-and-peel racing decals, race their creations on standard tracks, and then watch as the flashing LED marble rolls to keep pace with their speeding car. Turn off the lights and watch them flash and zoom. Styles available include Police Racer, Fire Chief Racer, Cat’s Eye Racer, Cyclone Racer, Confetti Racer, and Volcano Racer.

In LEARNING CURVE’s Chuggington Die-Cast Chugger Championship Set, Koko and Harrison race around a multi-level looped track for the championship trophy. Kids just turn the crank to start the race and send the Chugger Championship engines speeding away.

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Kids Visit, Parents Buy, They All Count Measuring your store’s traffic and conversion rate is not child’s play.

T

by Mark Ryski, founder of HeadCount Corporation he retailing world has jumped on the “analytics” bandwagon with retailers of every size across every imaginable category starting to measure traffic and conversion rates in their stores. Why, you may ask? Simple. They’re all looking for ways to manage their business better—sell more and spend less.

Every retailer misses sales opportunities. Measuring traffic and conversion rates in your store can help you capture more of these and help you make better business decisions. While market-leading retailers, such as Disney and Apple, track traffic and conversion rates in their stores, the majority of retailers today do not. That’s starting to change in a big way, and toy retailers need to understand what these fundamental analytics can do for them.

Understandably, the toy category has some unique challenges that most other retailers don’t have, but measuring store traffic and customer conversion rate is still critical—maybe even more so.

Why Store Traffic Is Important to Measure

Knowing how many visitors come to your store is one of the most basic and important measures in retailing. The volume and timing of traffic through the front door provides insights into everything from the impact of your advertising and promotions to how to best schedule your staff.

Furthermore, traffic counts help define your sales opportunity—the more traffic, the bigger the sales opportunity. It is impossible to know how well your store or chain is performing based on sales results alone.

For example, if your year-over-year sales are up 5 percent compared to the same period last year, you might think these are pretty good results.

But if you knew that store traffic was up 15 percent, now how would you feel? Not as good, I bet. Store traffic provides context that helps you fully understand your results.

SPECIALTY TOYS & GIFTS

Capturing Traffic Counts

If you want traffic counts, you need to install traffic counters in your stores. This may seem like an obvious point, but not to some. Some retailers believe that they can simply add up the number of sales transactions they do in a day and use this to represent “customer traffic.” This is wrong. Transaction counts only represent the number of buyers, but tell nothing about how many people actually came to the store.

While the specifics of traffic counting systems vary, the basics are the same. Sensors are installed at the front entrance of the store. Every time someone enters the store, a count is logged. Then, by using basic software that usually comes with the system, you can analyze the counts.

There are several major types of traffic counting systems. They vary in the way traffic counts are captured, the degree of accuracy and, naturally, cost. Basic infrared “beam” sensors can cost a couple of hundred bucks while sophisticated thermal or video sensors can cost thousands.

You can buy sensors and do it yourself, or you can hire a company that will provide equipment and do all your analysis—there are various options for every budget.

Depending on the traffic counter technology you use, you should be able to track both children and adults separately, and I strongly recommend that you do.

Kids and Adults—the Traffic Counting Conundrum

So counting store traffic seems sensible enough, but who do you count? Unlike many other retail categories, the majority of toy store traffic is composed of children. To a great extent, these pint-sized shoppers aren’t actually “buyers,” so some argue that there’s no need to count the little ones. I disagree.

While children aren’t often the buyers, they do represent a big part of the store’s activity level, and if you don’t count children you will have

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no idea of the true store activity level. These mini shoppers may not be packing credit cards, but they influence purchases and they still need to be served. In this case, service might mean making sure that the shelves are stocked and organized, that children can find what they’re looking for, and even encouraging them to interact with products.

While children make up the largest number of counts, we also need to track the number of adults in the store. These are the actual buyers and serving them is even more important. The parents may need assistance locating a particular product, they may require a product recommendation and—we hope—they will need to have their purchase processed at check-out, as quickly and as painlessly as possible.

Conversion Rate Is for Grown-Ups

Once you know store traffic, you need to measure your conversion rate. Simply put, conversion rate is the percentage of buyers to visitors and is easily calculated by dividing sales transactions by the store’s traffic counts.

The math for calculating conversion rate is simple enough, but here’s where the toy category is different. Instead of calculating conversion rate based on total traffic (i.e. children and adults), I recommend calculating conversion rate based on adult traffic only. The goal is to understand what percentage of adult visitors actually make a purchase and then to focus your efforts on driving this adult conversion rate up.

The ABCs of Retail Analytics

If you are like most retailers today, you rely on sales data and transaction counts to measure results and guide your decisions. Unfortunately, this transactional information falls far short of providing the context and insight you need to truly understand how your stores are performing. Traffic and conversion rates can fill these gaps.

Traffic and conversion rates are two of the most fundamental metrics in retailing, and if you’ve never looked at them, you owe it to yourself to look now. I know, the toy category is different, but the insights that come from store traffic and conversion analysis are vital, and they apply as much to toy retailing as any other category. ●

Mark Ryski is the author of Conversion: The Last Great Retail Metric and When Retail Customers Count, and the founder of HeadCount Corporation. For more information on HeadCount, visit www.headcount.com.

SEPTEMBER/OCTOBER 2011

WHAT’S NEW Featured on Extra and The View, ZIKE, LLC’s new products combine a scooter, a bicycle, and a stair-stepper in one, with 34 pending patents. The initial product launch introduced four models. The Hotshot, geared for kids 58, is the easiest of the line and aims to improve balance and coordination skills.

The Flyby, for those ages 8-12, has two chains for faster speeds and increased agility. The Slingshot, for ages 10 and up, is nimble and offers the handling of a freestyle hybrid with the speed of a BMX bike. For ages 12 and up, the Saber is a BMX-style, seven-speed stepper scooter, combining bursts of speed with agility, and offering a lower body workout and fitness fun.

Prehistoric Anamalz

Zike Saber

Hailing from “Down Under,” ANAMALZ are handcrafted animal figures made from eco-friendly maple, hand-painted with water-based paint, and featuring soft textile accents, enabling the figure to bend in poseable positions. A password printed on the figures’ hang tag can be entered at www.anamalz.com to unlock wallpaper, exclusive games, and the opportunity for a child to animate his or her figure. Anamalz is available in farm, wild, Australian, and prehistoric themes.

Marketed as “allowance-friendly” and from “one kid to all kids,” CONNOR’S KITS FOR KIDS was started by Connor Bernstein when he was in the fourth grade. In grade school, Bernstein became frustrated when teachers couldn’t always answer his questions or when science kits on the market ran out of materials before he was finished. Today, the elementary school entrepreneur’s line of science kits includes everything needed for the experiment, plus instructions, background information, and a place to record findings and observations. Current kits include Crystal Explosion, Polymer Power, Awesome Insta-Pets, Plant Pals, and classroom packs.

For the first time, BRIGHT STARTS—the infant brand developed and distributed

by KIDS II, INC.—will offer toddler toys for the 6-36 month age range. The Having a Ball collection will premiere with seven products, all featuring balls as a unifying theme, across a range of play patterns and categories that encourage laugh-out-loud fun and learning, and other developmental and grow-with-me play features. Many of the products, such as the Get Rollin’ Activity Table, the Cluck & Learn Barn, and the Alphabet Pop Top, include a play mode and a learning mode, teaching kids the ABCs, numbers, colors, shapes, languages, and more.

Get Rollin’ Activity Table

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MEDIA CENTER Classical, Now with Lyrics

Getting Up Close and Personal

Beethoven once said, “If my music had words it’d be a lot more popular,” and the fifth album in the BEETHOVEN’S WIG series might allow his wish to come true. Beethoven’s Wig: Sing Along Classics, by lyricist and lead singer Richard Perlmutter, spruces up timeless piano pieces with silly lyrics and stories. In Perlmutter’s versions, Scott Joplin’s “The Entertainer” becomes a narrative about a piano that got stuck in the door, and “Chopsticks” was actually written by a 16-year-old English girl who owns a chicken.

Featured composers and pianists include Chopin, Stravinsky, Beethoven, Mozart, Brahms, and more, and the album can serve as an introduction to the genre.

In Curious Critters, photographer David Fitzsimmons turns his lens on some of the most intriguing animals found in North America. The children’s picture book, published by WILD IRIS PUBLISHING, showcases a collection of clear and stunning images of animals, including a red flat bark beetle, an Eastern spiny softshell turtle, and more. Photographed against a white background, the images highlight each animal’s color, texture, and shape. Quirky facts accompany each image; for instance, a katydid explains her bubblegum-pink color and an opossum speaks about her often-shortened name.

Talking Social Media

Social Media:

More Important Than Winning

PART 7 OF A SERIES

by Andy Marken, Marken Communications

B

usiness has mostly been built on the foundation of “selling stuff.” Hopefully, lots of stuff—either products or ideas—to lots of folks. The newest tool marketing experts are promoting to management is social media. Most social media efforts today— a Facebook page, a Twitter account, a YouTube video program—are implemented, tested, and measured to push your products to retail and to keep the cash register ringing. If the bottom line is in the black, the people who recommended and ran the social media program say, “See, it works!” But, if the product is stacking up in warehouses, and the bottom line bleeds red, another social media team is brought in.

Social media and other mediums, including the Internet, smartphones, e-commerce, and digital coupons, put your product or service in front of and in touch with the customer.

If you have a bad product or process, or your “business as usual” model hasn’t changed to align with today’s new technological environment, your social media team and tools won’t produce the results you want, which is a sustainable business.

Digital marketing and social media programs that are implemented on top of the same old business model are too obvious and too easily seen through.

Social media, when intelligently implemented, can be an important tool to get into the center of the marketplace, and it can help your team rethink and rework your business to become a part of the customer’s universe.

LEAD BY FOLLOWING Get over the idea that you control your brand. Hasbro doesn’t own its brand. Apple doesn’t own its brand. Ford doesn’t own its brand. Customers own the brands. You can’t control your brand, protect it, or reshape it. So instead of hyping it, social media can give you the tools you need to listen and learn what the brand really is.

Social media strategists who spend all their time crafting and sending out their posts or Tweets are so into themselves they don’t have time to shut up and listen! Individuals and crowds can shape your brand and can make your success. Asking questions, responding to the community, and being a good

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steward of your brand are all important parts of your social media success. The marketplace—partners, retailers, influencers, and customers—have control; now it’s your job to help them help you.

RACE TO THE TOP Apple’s iPad isn’t the cheapest tablet available.

LeapFrog’s LeapPad might not be the cheapest children’s tablet. Neither of the firms is in a rush to be the lowest-priced product in their category, but they are in a rush to define why their products are unique in their category.

The LeapPad is designed for tykes to use and LeapFrog’s sales strategy is clearly focused on parents who want to give their children a learning edge. Both tablet producers focus on the value and the benefits they offer, not that they might have the lowest price in town. Both companies use social media to help loyal customers show and tell others why their product isn’t just cooler and better, but a greater value than anything else out there.

That’s your job too; make your product or idea better, more interesting, more innovative, and more useful for the consumer—not just cheaper than something else. It’s not just about enticing a customer to buy the product; you want them to bond and identify with it. Social media is an ideal way to help people do that.

■ This is Part 7 of a series. Andy Marken is a marketing and communications consultant with more than 30 years of experience, and has written more than 400 articles. In addition to consulting with and being a spokesman for major clients, he also speaks on industry subjects, including management, marketing, and consumer relations. He can be reached at andy@markencom.com.

SEPTEMBER/OCTOBER 2011

Virtual Worlds Represent Real Value

by Matthew Warneford, CTO of Dubit Platform

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irtual worlds for kids are part cartoon, part game, and part social network. It’s estimated that by next year, 17.4 percent of child Internet users will play in them.

Certainly Disney, Lego, Ganz, and Mattel believe this represents an opportunity for the toy industry—one that’s less expensive than many think and with more advantages than many realize.

These virtual worlds are really just digital toys, but unlike physical toys, the digital equivalents cost almost nothing to distribute. There’s no warehousing or shipping, just 1s and 0s over telephone wires. Every child in the world wants free toys.

With such tiny incremental costs, it doesn’t matter whether one thousand children or one million children play the digital game—there’s little difference in cost. So why bother charging for these digital toys?

You might be thinking this is the worst business plan you’ve heard—and you’ve watched Shark Tank on ABC! But don’t think about it as giving away free toys. Think about it as a big advertisement that doesn’t last for just 30 seconds, but for months—and one that kids will invite their friends to play in.

A Great Opportunity Children are embracing online worlds, but it doesn’t mean they have to move away from brands. When Barbie made the jump into virtual worlds in 2007, Mattel tied its virtual and physical products together by making entry into the virtual world dependent on the player owning one of their Barbie MP3 players. Mattel realized that this restriction only exposed Barbie to its existing customers. By charging a monthly $5.95 subscription for VIP entry, but having a freemium model, Mattel brought millions of new girls to the Barbie experience, which made for millions of potential new customers.

Ganz also created a physical product that was needed to access its virtual world, Webkinz. The stuffed toys come with a code that unlocks its virtual equivalent online. Originally, all codes expired a year later, forcing children to purchase another toy, but this policy was dropped at the start of this year. New physical purchases are encouraged with new toys unlocking extra items, and bonus items becoming available after a set number of toys are registered. A Pet of the Month is announced each month and, when registered, it unlocks other exclusive virtual items.

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Narrative Virtual worlds also offer an opportunity to expand on your intellectual property’s narrative. Long gone are the days when a child’s access to a toy’s story was restricted to Saturday morning cartoons.

Virtual worlds offer the same benefit, but in a more engaging medium.

Some toy brands aren’t fortunate enough to come with a backstory, but this isn’t a reason to ignore virtual worlds.

If anything, it’s more of a reason to get involved. Build-A-Bear Workshop is one example. One of its reasons for building a virtual world was to allow fans to connect with the brand at home, not just in stores.

Baby Steps When Build-A-Bear launched Bearville.com, the company created a new entry point for future Build-A-Bear fans. Purchasing a bear is a $40 commitment, but joining a world—aside from the cost of Internet access—is free. As children develop a relationship with the world, Build-A-Bear can move them up the value chain, beginning with purchasing virtual goods for less than $1 and gradually bringing a cautious consumer up to spending $5, then $15, and then $40.

Of course, virtual worlds aren’t just for cautious parents and new fans; they also act as a base for a brand’s current fans. If your brand already has a target audience, what websites are they visiting? If your target audience is under age 13, they can’t go on Facebook. There are also superfans who will go somewhere online to engage with your toy, so why not make it a place you control and a place they can invite their friends to?

Changes and Reducing Risk Virtual worlds also represent a proving ground for new ideas.

Considering launching a new character? You can add it to the world first to see how fans react and then adapt as needed. Sell a virtual version to gauge demand or promote the character.

These aren’t far-fetched ideas, but achievable and they work.

SEPTEMBER/OCTOBER 2011

Build-A-Bear Workshop’s physical and virtual Endless Hearts Teddy

Time Is Money Virtual worlds are much cheaper than a cartoon series, and represent a cost-effective means of marketing. Television advertising is expensive and ultimately that 15-second ad ends when the next commercial starts. However, a series of five-second online ads for a virtual world is relatively cheap, and when you consider that the world can engage your audience for months, you have a commercial that players come to, play in, and even invite their friends to. Plus, virtual worlds can be built in as little as six months. Thanks to established platforms, like our own Dubit Platform, you’re not starting from scratch but working with existing technology, leaving greater room for creativity and narrative.

Play What really makes a kid happy is not the technology— it’s not even the toy—it’s the story they are able to tell with it. This is where virtual worlds shine. They’re not about avatars or flashy games, they’re about role-play, narrative, and adventure. This is where toys and virtual worlds work together.

Virtual worlds are a great opportunity for the toy industry, but they exist in a busy market and those who wait could find it difficult to penetrate. But with virtual worlds now an affordable brand extension rather than a luxury, brands should see them as an extension of play, not a threat.

■

Matthew Warneford is CTO of Dubit Platform, and can be reached at matthew.warneford@dubitlimited.com. Dubit Platform is a virtual worlds and social games studio, producing transmedia products that help brands reach young consumers. For more information, and to read more of Warneford’s articles, visit www.dubitplatform.com

SEPTEMBER/OCTOBER 2011

Fans Flock to Virtual Worlds on Facebook

by Reyne Rice, toy trend expert and trend futurist

A

s a marketing and communication tool, some virtual worlds use Facebook to communicate directly to parents and others to promote events and competitions. Other worlds use Facebook during beta trials to recruit new users and to communicate progress to fans.

Consulting company KZero Worldswide looked at the popularity of Facebook fan pages for a number of leading kid-targeted virtual worlds, including those with users under age 13. The chart to the right shows the comparisons between September 2010 and September 2011 for popular kid-targeted virtual worlds.

Additionally, KZero Worldswide found that kidbased virtual worlds are actually growing at a faster rate than Facebook (which is significant considering that Facebook had a growth rate of 50 percent last year). The highest growth rate was awarded to Moshi Monsters with an increase of 28,000 fans to 172,000. With Moshi Monsters physical products from Spin Master and other manufacturers launching in the U.S. market this holiday season, this number could grow exponentially higher by the end of the year. â–

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Social Commerce: The Next Big Thing

by Kristian Luoma, vice president, product, Wantlet

S

ocial commerce is the next big Internet industry. Mark Zuckerberg, creator of Facebook, said in Wired magazine that social commerce is the prime candidate for something that will “blow up” next.

Social commerce services such as Wantlet, Svpply, and Quorus are making the buying process—planning what to buy, the actual purchase, and the aftermath of a purchase—more social. What that means is that these web pages either let consumers discover products through their friends, determine what to buy based on their friends’ reviews and opinions, or access premium deals by collective form buying or referral pricing.

With the help of services like these, consumers can be more confident in making a purchase. A recent study by Nielsen indicated that consumers trust their friends up to three times more than they trust experts when planning to buy something.

According to Booz & Co., social commerce will become a $30 billion dollar market soon. So, how do you get going and reap the benefits?

STEP 1: HELP YOUR CONSUMERS SHARE WHAT THEY PLAN TO BUY OR WHAT THEY’VE ALREADY BOUGHT.

The key to getting a buzz started about your brand and your products is enabling consumers to talk about your products. This is where widgets and buttons provided by Twitter and Facebook can help you out. You might also try out other buttons, provided by a social commerce site, that allow consumers’ friends to directly place the products onto their shopping lists. If you lower the barriers to sharing by making it simple and easy to do from your product pages, you’ve taken a big leap toward starting a conversation.

STEP 2: ENCOURAGE YOUR CONSUMERS TO REVIEW AND RECOMMEND PRODUCTS. Reviews—even if not always positive—create an atmosphere of honesty and openness. Showing a few negative comments in addition to the more appreciative appraisals for your product is a way to win consumers’ trust.

Strangers giving guidance can really help consumers who are considering a purchase. However, nothing reassures potential clients more than hearing what their friends tell them.

A familiar face giving approval is sometimes all that is needed

118 • THE TOY BOOK

to create a sale.

To get friends talking about your products, consider adding tools provided by social commerce services that allow them to initiate a conversation. Helping consumers ask questions about your product from their friends on Facebook is a great way to do this. It’s an instant social recommendation once it is broadcast, and a guaranteed engagement wrapped around your product as the conversation lights up.

STEP 3: INSPIRE

CONSUMERS WITH GREAT DEALS THAT REQUIRE

THEM TO ENGAGE WITH YOUR PRODUCTS VIA SOCIAL COMMERCE SITES.

It is worthwhile to make your best ambassadors feel your appreciation for recommending your brand to their friends. Gift them unexpectedly or give them great deals, and they’ll return the favor. Achieve this by linking social activities to unlocking a deal on your product.

BEING

SOCIAL DOESN’T MEAN YOU’VE CAPTURED SOCIAL COMMERCE.

You may have noticed that social media advertising is complicated and time-consuming. Often, successful campaigns are centered on sweepstakes and giveaways. The key to successful commercial posts is context. Sometimes consumers are open to hearing about a deal, and sometimes it’s just noise. Context on the Internet is built by the purpose of the services we use.

When using Facebook, we’re in the context of sharing with friends, not in the mood for learning about new products. Context is everything.

For reaching out to new audiences and markets, rolling out a new product, or providing a deal, social commerce can really help you out. With social commerce services, consumers are already planning to buy something. Pushing the appropriate message forward through a social commerce service may be just the thing that gets your message moving in the right direction.

Even though social commerce is in its infancy, various early pilots indicate that social commerce services are massively more effective in reaching the right consumer. Social commerce can turn your consumers into ambassadors for your brands with a click of a mouse. Don’t let social commerce take you by surprise; take the opportunity to turn the products you sell into something people share.

■

SEPTEMBER/OCTOBER 2011

Co-Creation with Kids

by Jennifer Axen Karsh, founder and president, Axen Research

I

f you’ve never heard of “co-creation” before, the term may sound biblical or, at the very least, epic. In the field of qualitative research, co-creation describes a process in which companies and consumers work together to jointly create a concept or product idea.

With the accelerated need for new and innovative ideas, companies are becoming increasingly interested in conducting co-creation sessions. Finding the right consumer participants is a key to the process. They must be both consumers of a given category or brand, and demonstrate an open mind and creative aptitude.

Kids and Co-Creation So, where do you find a strain of consumers who possess positive and creative problem-solving skills? Having designed and led co-creations for years, I can honestly say the best pool of candidates for the job represent a larger share of the population than you might guess. That’s right—kids!

Kids are inherently open-minded and creative. They are comfortable with process-oriented activities that don’t always have a clear and identified outcome. On the whole, adults tend to see matters in black and white and feel less comfortable conducting tasks that feel ambiguous. Kids, on the other hand, feel perfectly comfortable working in the “gray,” which makes them ideal co-creation participants.

120 • THE TOY BOOK

The Co-Creation Process From an outside perspective, a cocreation session looks like a cross between a science fair and a school carnival. Several stations are typically set up with prototype materials of varying sizes, shapes, and textures.

There’s even an artist, called a “Rapid Viz” illustrator, on hand to instantly bring ideas to life on paper.

Co-creations are usually conducted over one or two days, with each session lasting about two to three hours. Cocreation sessions are most often held in a large, open room providing plenty of space for creativity and movement.

During a co-creation, consumers and team members are given a briefing on the co-creation process, assigned to teams, and then led through a series of fun and experiential activities. This process ultimately leads to the immediate brainstorming of new or improved concepts.

A significant amount of design and planning goes into every co-creation process. As facilitators, we take great care to design and develop the curriculum and stimulus that helps fuel a co-creation session. There is a science to briefing and pairing client team members with consumers. This protocol is especially important when facilitating co-creation with young consumers.

Co-Creation Results While the elements of each session

are unique, the process is consistent and the output is clear. At the end of a co-creation session, a company can expect to have dozens of new concepts to take into the next stage of product development.

With co-creation, you can expect the unexpected. I have witnessed kids light up with excitement when they are introduced to the brand manager behind their favorite video game. I have also seen the most cynical product designers be blown away by a kid’s idea for a solar-powered toy. The unique collaboration of company, consumer, creator, and fan, is, indeed, epic.

■ Jennifer Axen Karsh is the founder and president of Axen Research—a boutique market research company specializing in creative, qualitative research.

SEPTEMBER/OCTOBER 2011

The Voice Reaching Both Trade and Consumers

CONTACT: LAURIE SCHACHT OR JONATHAN SAMET ADVENTURE PUBLISHING GROUP 307 7TH AVENUE, SUITE 1601 NEW YORK, NY 10001 TEL: 212-575-4510 FAX: 212-575-4521 WWW.ADVENTUREPUB.COM

Industry Marketplace

BUSINESS DIRECTORIES

2011 Trade Show Directory $39.95 Independent Sales Rep Directory $69.95 Toy Wholesalers & Manufacturers $29.95 We carry Salesman’s & Chain Store Guides 1-800-635-7654 www.forum123.com - Over 100 Titles avaliable OVERSEAS MANUFACTURING CONSULTANT (BASED IN CHINA AND THAILAND) OVER 20 YEARS TOY AND CONSUMER PRODUCTS MANUFACTURING EXPERIENCE EXPERT IN PRODUCT DEVELOPMENT OVERSEAS SOURCING PRICE NEGOTIATIONS QA / QC ENFORCEMENT SPOT OVERSEAS PRODUCTION INSPECTIONS CONTACT direct at : Bangkok mobile 66-82-989-2759 or via email: manufconsulting@aol.com The Toy Book Volume 27, Number 5 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Publishing Group, Inc.® Editorial and advertising offices are located at 307 Seventh Ave., Room 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2011 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.

124

• THE TOY BOOK

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.

SEPTEMBER/OCTOBER 2011

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Advertiser Index

Adventure Publishing Group...................................................................121 Alphabeasts ...............................................................................................43 Amav Enterprises ......................................................................................87 American Plastic Toys...............................................................................93 Blue Orange Games ..................................................................................S7 Bossa Nova Robotics ................................................................................53 Briarpatch ................................................................................................4, 5 Buy Seasons ..............................................................................................81 Charisma Brands .......................................................................................S2 Cloud B .....................................................................................................77 Delta Children’s Products ...................................................................27, 29 Eastcolight .................................................................................................83 Folkmanis..................................................................................................S5 Forum Publishing ....................................................................................124 HABA USA ..............................................................................................S3 Hasbro .................................................................................................15, 17 Hong Kong Trade Development Corporation.........................................107 Hosung.....................................................................................................117 Imperial Toy ..............................................................................................75 Innovation First .........................................................................................39 Interactive Toy Concepts...........................................................................61 ITMA.......................................................................................................119 Jada Toys ...................................................................................................57 Jakks Pacific..............................................................................................67 Kids Wish Network .................................................................................128 LuvMPetz International LLC..................................................................S15 Maisto ...............................................................................................S9, 130 Matryoshka Madness ................................................................................S4 Moshi Monsters.........................................................................................47 Neat-Oh! International ..............................................................................22 NKOK .....................................................................................................6, 7 NPD .........................................................................................................122 Ollie’s Bargain Outlet .............................................................................124 Pacific Play Tents ....................................................................................113 PlaSmart ..............................................................................................19, 21

Playmobil ..................................................................................................65 Playtime Sales & Marketing ...................................................................124 Pressman Toy ............................................................................................23 Regal Logistics..........................................................................................78 Round 2 Corp. .........................................................................................S11 Safari Ltd. ...............................................................................................S17 Sakar International ....................................................................................45 Sandstorm Productions..............................................................................63 Silverlit Toy...............................................................................................59 Skechers...................................................................................................115 Slotto .........................................................................................................92 Smart/Tangoes ...........................................................................................94 Spielwarenmesse/Kallman Associates ......................................................11 Spin Master .........................................................................................35, 49 Street Surfing ............................................................................................69 Summit Toy ...............................................................................................51 Sun-Mate Corporation.........................................................................68, 70 Tek Nek Toys ............................................................................................13 The Bridge Direct......................................................................................41 The Haywire Group...................................................................................79 The Orb Factory ........................................................................................88 Toy Industry Association.........................................................................123 Toys r Us .................................................................................................8, 9 Tree House Kids......................................................................................1, 2 Transmonde Marketing Group LTD. ......................................................124 Verdes Innovations ....................................................................................91 Warner Bros. Consumer Products .............................................................33 Wild Planet ................................................................................................89 Winfat..................................................................................................71, 85 Winning Moves .........................................................................................84 Women in Toys........................................................................................127 Wooky Entertainment................................................................................55 Yoha Technology .....................................................................................116 Yomega....................................................................................................129 Zing Toys...................................................................................................73

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 2011

THE TOY BOOK •

125

Flashback: September/October 1991 3.

2.

1.

1. Screamin’ Products releases The Rocketeer model kit. 2. Intex Recre-

4.

ation Corp. announces new Hanna Barbera- and The Little Mermaid-licensed pools, beach balls, and swimming rings.

3. AMT Ertl introduces its 1992 Dodge Viper RT/10 model kit in a 1:25 scale.

4. Playmobil USA, Inc. offers its Playmobil 1-2-3 Preschool System.

NATIONAL BEST SELLERS TV-PROMOTED TOYS 1. Teenage Mutant Ninja Turtles - Playmates 2. Barbie - Mattel 3. Little Mermaid doll - Tyco 4. Toxic Crusaders - Playmates 5. Robin Hood figures - Kenner 6. G.I. Joe - Hasbro 7. Cupcake Doll - Tonka 8. WWF action figures - Hasbro 9. Talking Turtles - Playmates 10. Nerf Turbo Screamer - Parker Bros.

126 • THE TOY BOOK

NON-TV-PROMOTED TOYS 1. Baseball cards - all brands 2. Bubbles - Strombecker 3. Coloring books - Western Publishing 4. Super Grip Balls - Paliafito 5. Sqwish/Jr. Sqwish - Cap Toys 6. Koosh balls - OddzOn 7. Building sets - Lego 8. Golden Books - Western Publishing 9. Inflatables - Intex 10. Uno - International Games

SEPTEMBER/OCTOBER 2011