Vol. 28, No. 5
The Future of the Industry: More of the Same
So far, retail toy sales for this year have been disappointing. As well-known stock market technical analyst John Murphy once said, “As with the weather, the safest bet is that the next day will be the same as the last.� In many ways, next year will be similar to this year, as many of the trends we are seeing now will carry forward, and the cautiousness and uncertainty that is present at retail will likely persist.
ABC Kids Expo
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page 99
Effectively Address Online Customer Complaints
Tips for New Business Owners
page S25
page S27
September/October 2012
y o T l l Fa w e i v e r page 36 P
table of contents Published by Adventure Publishing Group, Inc.®
September/October 2012 Departments
Volume 28, Number 5 www.toybook.com
Features
Publisher’s Viewpoint
The Future of the Industry:
Page 16
More of the Same
Stat Shot
P UBLISHER Jonathan Samet jsamet@adventurepub.com E DITOR IN C HIEF Jackie Breyer jbreyer@adventurepub.com
Page 28
Amazon vs. Brick-and-Mortar
Page 18
Page 32
TIA Perspectives
He’s Not Just a Toddler, He’s a Hero
Page 20
Tomy’s new Tomica line sends kids on rescue missions with unique vehicles
Announcing the 2012 Toy Insider Holiday Gift Guide
Page 34
The Big Toy Book’s Sweet Suite Event Page 24
Industry Update Page 26
5 Questions with Sun-Mate Corp.
A SSISTANT E DITORS Marissa DiBartolo mdibartolo@adventurepub.com
Generation Digital The International Toy Fair Nuremberg
Page 22
Page 126
The Tricky Business of Tracking and Merchandising Global Brands Page 130
Fall Toy Preview What’s New for 2013 Page 36
Page 127
Industry Marketplace Page 133
Mayhem & Mishaps Page 134
Christine Duhaime cduhaime@adventurepub.com Sierra McCleary-Harris smcclearyharris@adventurepub.com E DITORIAL A SSISTANT Ali Mierzejewski amierzejewski@adventurepub.com E DITORIAL I NTERN Cynthia Ghazali A DVERTISING D IRECTOR Diana Veach dveach@adventurepub.com P RODUCTION D IRECTOR Anthony K. Guardiola aguardiola@adventurepub.com C ONTROLLER /O FFICE M ANAGER Robert Forde rforde@adventurepub.com
Page 35
International Toy Industry
A SSOCIATE E DITOR Loren Moreno lmoreno@adventurepub.com
Specialty Toys & Gifts: Page 99
ABC Kids Expo ewpoint i V ’s r o t i d E Page S8 3 Page S s t h g i s n News ASTRAP’asgeIS6 Media Center Page S4
e Onlin What’s New g n i s ess Page S26 Addr omplaint C S25 Page
Page S24
w r Ne ners o f Tips ss Ow ine 27 Bus Page S
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
Member, International Toy Magazine Association
Publisher’s
Viewpoint
The Changing Face of Retail Just Like the WWE!
Jonathan Samet publisher
T
oys “R” Us recently reported that it will begin to sell a new 7-inch Android tablet for kids, called the Tabeo, that will be available exclusively at Toys “R” Us. This announcement touches upon a number of topics I have written about in my Publisher’s Viewpoint in recent months. Each holiday, Toys “R” Us has taken a position of carrying and promoting proprietary products that are not available at other retailers. In certain situations, this has been branded product from manufacturers in a configuration available only at Toys “R” Us store locations and at www.toysrus.com. In other cases, it has been private-label product that has been made for them under a TRU brand (e.g. Fast Lane, Imaginarium). In some cases, it has included an exclusive position on a manufacturer’s product or on an entertainment/movie property. This strategy is not exclusive to Toys “R” Us; Target and Walmart have done the same. In the case of the Tabeo, a TRU executive was quoted as saying, “It is our strategic position to offer products that you can’t find anywhere [else] or be compared on price.” The Tabeo will be available only at Toys “R” Us, so shoppers will not be able to try out the product at a Toys “R” Us store and then purchase it for a lower price at another retailer, in particular, an online retailer such as Amazon. This strategy is designed to battle the issue of “showrooming,” which I wrote about in my Publisher’s Viewpoint column in our June issue. The column, titled “The Changing Face of Retail,” could easily have been named “The Battle of Brick-andMortar Retailers vs. Online Retailers,” as the marketplace
16 • THE TOY BOOK
is starting to look more and more like a WWE Survivor Series match to determine who will be the last one standing in the ring. As we all prepare for the annual Dallas Fall Toy Preview, manufacturers will be greatly affected by how this all plays out. In Dallas (and often even earlier), manufacturers begin previewing their 2013 product line with mass-market retailers. Manufacturers, who often are battling in their own Survivor Series, look to develop product with a point of difference to gain a foothold into the valuable, though shrinking, retail planograms. (The topic of online retailers having “endless” retail shelves has been addressed in previous Publisher’s Viewpoint columns.) Therefore, manufacturers need to capitalize on marketplace trends to gain an advantage. This is where we circle back to the Tabeo and other kids’ tablets. There is no question that tablets are one of the hottest products in consumers’ lives today. The Toy Book has been covering this category for more than a year, as manufacturers have invested significant resources into R&D and tooling to capitalize on this trend and introduce their own versions of child-friendly tablets. They have also built inventory for retailers that have committed to carry their items. So what happens when a retailer elects to introduce a proprietary version of a similar item? How will retailers promote these similar items, and, more importantly, how will they merchandise their proprietary item compared to the other products they carry? The changing face of retail—it continues to become more difficult to survive the wrestling matches we call the toy business! ■
SEPTEMBER/OCTOBER 2012
S TAT S HOT
Kids Embrace Electronics at Younger Ages Average Age of Device Adoption (Selected Devices)
Children ages 4 to 14
“As you observe the children around you, and their seemingly universal obsession with all things electronic, it may seem impossible that kids could adopt the use of these devices any earlier than they already are. However, the latest edition of our annual study of kids’ use of consumer electronics shows that the average age of first use for most devices has fallen since last year, meaning kids are beginning to use these devices at younger and younger ages. Some of this is influenced by the hand-down effect—devices that are owned in the household are replaced by new versions, with the older version getting passed down to younger household members.” —Anita Frazier, industry analyst, The NPD Group Source: The NPD Group/Toys Market Dynamics
TOP 10 FAMILY E NTERTAINMENT & CASUAL GAMES TITLES R ANKED BY T OTAL U.S. U NIT S , A UGUST 2012
RANK
TITLE
1
JUST DANCE 3
3
PLANTS VS ZOMBIES
2
MARIO PARTY 9
4
WIPEOUT 2
6
MARIO PARTY
8
JUST DANCE GREATEST HITS
5
7 9
10
WIPEOUT: THE GAME
MICHAEL JACKSON: THE EXPERIENCE BEJEWELED 3
THE BLACK EYED PEAS EXPERIENCE
Source: The NPD Group/Retail Tracking Service
18 • THE TOY BOOK
G AMING D EVICES R EMAIN D OMINANT E LECTRONICS U SED BY K IDS
P
ortable and console video game systems continue to have the highest usage levels among kids ages 4 to 14, but media tablets experienced the highest increase in usage at 13 percent this year, versus only 3 percent last year, according to the Kids and Consumer Electronics: 2012 Edition, a recent report from the NPD Group, Tablet usage is highest among younger children, which highlights how important it is for manufacturers to make their devices easy to use. Households with kids ages 4 to 14 own an average of 10 different devices, with kids using an average of five of those devices. Televisions, computers, and cell/smartphones continued to maintain the highest household ownership, while portable digital music players saw the largest drop in household ownership with just 35 percent owning these devices in 2012, compared to 48 percent last year. Household ownership of console and portable video game systems, media tablets, and digital video cameras experienced the most significant increases.
SEPTEMBER/OCTOBER 2012
European Market Update
N
PD EuroToys has released its results for the year to July. Europe’s economic turmoil and its governments’ debts are quite well-documented. There is much uncertainty about the euro and sustainable growth as consumer confidence slopes and unemployment gains ground. We know from the past that the toy market is extremely resilient to recession, as parents would rather cut down spending on themselves than on their children. But last Christmas and the beginning of this year tell a different story. For the first time, we find that several large European countries are in decline compared to the first seven months of last year. Year-to-date (through July), the five largest countries in Europe—the UK, France, Germany, Italy, and Spain—which represent no less than one-fifth of global toy sales, are trending down by 1 percent over the same period last year. Only the UK (flat) and Germany (up 3 percent) seem to be bucking the trend. France and Italy are down 4 percent and 3 percent, respectively, with Spain experiencing a 13 percent decline after two disappointing Christmas seasons. First readings of January and February retail sales indicated a slow intake of new inventory, and analysts were hoping that things would turn around with Easter (the largest seasonal sales opportunity in the first half of the year). When this did not materialize, hope went toward a good summer, boosted by the Euro 2012 Soccer Championships and a handful of promising summer movies. But the wet weather in Northern Europe dampened the mood and negatively impacted outdoor sales (down 7 percent). As the year goes on, it is difficult to find positive signs aside from the UK and Germany. The UK market seems to have turned back to growth since May, thanks to football and the Olympics, coupled with a new surge of blind packs (i.e., impulse and low price-point items). These are all encouraging signs for a more positive outcome at the end of the year. As always, the British consumer is also reacting well to new products and novelty goods. The toy industry sees this as an opportunity to attract consumers. Germany is still looking strong, boosted by market leader
SEPTEMBER/OCTOBER 2012
TOP 5 PROPERTIES IN EUROPE 5 (THE UK, FRANCE , G ERMANY, ITALY, & SPAIN) RANK
1 2 3 4 5
TITLE
Y EAR
TO D ATE
2012
STAR WARS, LUCAS FILMS PLAYMOBIL, PLAYMOBIL CARS THE MOVIE, WALT DISNEY BARBIE, MATTEL HELLO KITTY, SANRIO
Source: The NPD Group/Retail Tracking Service
Lightning McQueen Hawk, from Mattel (left), and Hello Kitty Mash’Ems, from Tech 4 Kids (right)
Lego and building sets. Monster High is a top property in Spain and is taking the market by storm. It’s an unprecedented success story. France is looking rather disappointing and has likely been impacted by a change in government, which brings some uncertainty as to government spending cuts. Italy is resisting rather well, given recent budget cuts. Overall, six out of the top 10 European market leaders are seeing their sales increase, and four are in decline. Top properties show no newcomer to date, although Monster High is already ranked sixth for Europe 5. ■ —Frédérique Tutt, industry analyst, NPD EuroToys
THE TOY BOOK • 19
Toy Industry Association Perspectives
Enlarging the Conversation The TIA invites all stakeholders to sit at the same table, participate in the same conversations, and make collective decisions about key industry issues. by Kristin Morency, communications specialist, Toy Industry Association
I
n February 2011, the Toy Industry Association (TIA) invited retailers, licensors, sales reps, inventors, and designers to join as members and sit alongside toy companies to shape the future of the industry. For nearly a century, the association has been helping to bring buyers and sellers together at go-to market events. Today, business issues (such as anti-counterfeiting and global distribution), social responsibility topics (such as environmental sustainability and kids’ safety online), and toy safety concerns (such as batteries in toys and differing stateby-state chemical restrictions) are rapidly rising to the forefront as priority topics affecting the industry. “A robust membership base that is representative of all stakeholders empowers TIA to successfully navigate key areas on behalf of the industry,” explains TIA President Carter Keithley. “The involvement and input of everyone involved in the toy supply chain—from inventors to producers to retailers—strengthens our decision-making process.” Walmart and Toys “R” Us are just a couple of TIA’s new members. “These new member categories help TIA deliver a more powerful message in state capitols, in Washington, D.C., and in other countries,” says Ed Desmond, TIA’s executive vice president of external affairs. “Having a membership that represents the full breadth and scope of the industry really helps to drive home our messages to legislators and regulators. Our efforts have already helped us avoid many unwarranted new requirements that would have had a significant negative impact on the industry.” Members can also count on the expertise and counsel of the TIA team to answer questions or to provide assistance on important issues, while enjoying tangible benefits, such as exclusive offers and discounts, via TIA’s affinity partners. For more information about the “new” TIA and its benefit offerings, contact Membership Manager Bernadette Boyle at ■ bboyle@toyassociation.org or (646) 454-5585.
20 • THE TOY BOOK
Check Out These Additional TIA Membership Benefits A new credit card acceptance program that offers retail members payment solutions for all their merchant processing needs will be introduced in the coming weeks;
n
Savings of 10 to 25 percent from TIA affiliate Toy Shippers Association, a non-profit that negotiates competitive ocean freight contracts for imported toys and related commodities; n
n Blue Plate Media, a full-service media planning and buying agency, offers TIA members free consultative services and unique packages that connect brands with families at up to 80 percent off;
HUB International offers TIA retail members a range of insurance products, including premises liability and worker compensation for both domestic and international locations, local placement of admitted policies in foreign countries, and an exclusive transit/cargo policy that includes a sub-limit of product recall coverage; n
All TIA members receive a 35 percent discount on booth space at Toy Fair and Fall Toy Preview and additional discounts on show advertising and sponsorship opportunities to help boost brand recognition. n
SEPTEMBER/OCTOBER 2012
Announcing the Seventh Annual
Toy Insider Holiday Gift Guide
A
dventure Publishing, Inc., publisher of The Toy Book and The Licensing Book, is once again partnering with Woman’s Day magazine to bring consumers the Toy Insider, a special supplement featuring the hottest toys and gifts for the holiday season. The seventh annual edition of the Toy Insider will appear in the November 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 list. 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, editor-in-chief of The Toy Book; and Reyne Rice, a 30year 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 116 toy recommendations from more than 80 different manufacturers, the Toy Insider is a convenient and userfriendly guide. It includes gift ideas for kids of all ages, broken down by age group (0-2 years old, 3-5 years old, 6-8 years old, and 9-plus). Each section features a description of the developmental needs and interests for that specific age group to assist busy parents and grandparents in finding the perfect gift. A toy skill key, located on the Hot 20 page, provides a list of icons that are matched to each toy, offering even greater assistance with age-appropriate gift-giving. “The holidays are often a busy and stressful time for parents, and we’re thrilled to help ease that stress by providing terrific gift recommendations for kids of all ages,” says Jonathan Samet, publisher of the Toy Insider. “Over the past six years, we’ve gotten terrific feedback on our guide from parents and grandparents, so we’re excited to share our fun, affordable picks for 2012.” Garnering millions of consumer impressions last year, in outlets such as the Today show, Good Day New York, ABC News Now, Fox News, Bloomberg News, USA Today, Wall Street Journal, CNBC, AOL, and BusinessWeek, the Toy Insider is again poised to make a splash with national and local print, broadcast, and online media outlets this holiday season. For more information on the Toy Insider, including how to participate in next year’s 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. ■
22 • THE TOY BOOK
SEPTEMBER/OCTOBER 2012
T
he Big Toy Book's Sweet Suite event on Au-
gust 2 was the Biggest Night of Play. On the
eve of the BlogHer conference, The Big Toy
Book brought together more brands and bloggers than ever before. More than 300 influential bloggers from around the country connected with more than 35 brands in the heart of Manhattan at the Viacom building in Times Square for an evening of fun. At the event, individual lounge areas were created, as well as discovery corners, where bloggers played with some of the hottest kids’ brands and products. The night gave bloggers a chance to meet old and new friends while they sipped wine and ate Pinkberry and other sweet treats. The bloggers got hands-on experience with new products, including being the first to battle with the Hexbug Warriors. They played with Activision’s Giants, were introduced to Kinect Sesame Street TV, launched Angry Birds, made bracelets, had their hair colored with Color Rox Hair Chox, and tried out some cool new baby products. And, of course, they left with two full bags of swag to review and share with the children in their lives. With a waiting list of more than 500 bloggers, the event ran on UStream so that those who were not able to attend were able to see the action and even win prizes. Twitter was abuzz with more than 2.5 million impressions. An online press center was created for the bloggers in attendance, which now features a large number of posts. Because of the demand from both the bloggers and the manufacturers, the Big Toy Book will host its first holiday event on November 10 at Yotel in New York City. This is a smaller venue, and the event is almost sold out. This Biggest Day of Play will welcome influential bloggers and their children from the tri-state area, along with bloggers from Boston and Philadelphia. The event will give bloggers the opportunity to connect with brands as the holiday season approaches. Plans are already underway for next year’s Sweet Suite event on July 25 in Chicago. If you’re interested in learning more about these events, contact Laurie Schacht at laurie@thebigtoybook.com.
24 • THE TOY BOOK
■
SEPTEMBER/OCTOBER 2012
Industry Update VIVID TOY GROUP WILL BE WALKING WITH DINOSAURS BBC Worldwide has chosen Vivid Toy Group to be the worldwide master toy and games licensee for next year’s global theatrical release of Walking with Dinosaurs 3D, the new feature film version of the multimedia franchise from BBC Worldwide, 20th Century Fox, and Reliance Entertainment. Vivid will introduce a full line of collectible toys, games, and puzzles to coincide with the film’s release next year. The film will feature the 3D expertise of the Cameron Pace Group, the technology innovators behind movies such as Pirates of the Caribbean: On Stranger Tides and Avatar.
SHOPPERTRAK PREDICTS INCREASE IN HOLIDAY SEASON SALES Consumers will shop more during the peak holiday shopping months of November and December compared to last year, according to forecasts from ShopperTrak, an analyzer of retail foot traffic. National retail sales, when compared to the same period last year, will rise 3.3 percent during November and December. Retail foot traffic will increase 2.8 percent. Holiday sales and foot traffic historically account for about 20 percent of annual retail activity. The retail sales and traffic holiday forecast is a key marker of the nation’s economic health. ShopperTrak’s 3.3 percent holiday sales increase forecast follows 34 months of year-over-year U.S. retail sales growth. The expected increase of 2.8 percent in foot traffic trumps the last holiday season’s 2.2 percent traffic decrease from the previous year.
NUREMBERG TOY FAIR HIGHLIGHTS DIGITAL TOYS The Spielwarenmesse International Toy Fair Nürnberg 2013 will tackle the increasing digitization of classic toys with the fair’s key theme, “Toys 3.0—The Next Generation.” Exhibitors and manufacturers can present and try out iToys, also called “appcessories,” and toys with digital and virtual components. Spielwarenmesse eG is also examining user behavior of “digital natives” in a new study. The results of the analysis will be presented in the Toys 3.0 area at the central entrance during the International Toy Fair.
SALES TAX LEGISLATION AFFECTING ONLINE RETAILERS COULD PASS LATER THIS YEAR Sales tax legislation that would eliminate the perceived competitive advantage that online sellers have had over traditional brick-and-mortar retailers could pass U.S. Congress by the close of this year. As reported by the Toy Industry Association, the Senate’s Marketplace Fairness Act (S.1832) and its House companion, the Marketplace Equity Act (H.R. 3179), aim to give states the authority to collect sales tax from online and catalog retailers (i.e. “remote” sellers), provided that states simplify their tax codes to make it easier for retailers to collect sales tax at the time of transaction. Since the 1992 U.S. Supreme Court ruling Quill v. North Dakota, states have not been able to require retailers to collect sales tax unless the seller has a physical presence in the state. Several states have since passed legislation in an attempt to fix the problem, with 24 states creating the Streamlined Sales and Use Tax Agreement (SSUTA) to provide a voluntary and common framework for states to collect sales tax. Under the Marketplace Fairness and Marketplace Equity Acts, states seeking the authority to collect sales tax from remote retailers can sign onto the SSUTA or adopt the simplification mandates included in the bill. The legislation has received strong bipartisan support in Congress, as well as widespread support from 55 national trade associations, 95 state and local trade associations, and 85 companies, including online retailers Amazon.com, Buy.com, Walmart, and Sears Holdings Corp. Critics, including the Electronic Retailing Association and a coalition of e-commerce and online companies, argue that the bill would allow states to impose a new tax that would be burdensome on e-commerce and consumers, due to variations between tax jurisdictions. They argue that the simplification of state tax laws called for in the bill will not alleviate burdens, nor will the potential tax revenue stream (estimated at well below 1 percent of total state and local tax revenue) justify the expense of implementation. Because e-commerce retailers do not collect sales tax, the price of a product purchased online is often cheaper than the price of the same product at a brickand-mortar store. This disparity impacts both retailers and vendors, as buyers for physical stores try to remain price-competitive by requesting vendors to lower their product prices. The Toy Industry Association will continue to track this bill and will keep members apprised of any developments. —Kristin Morency, Toy Industry Association
Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Book’s Toy Report. Just send an email request to subscribe@adventurepub.com, and add that address to your address book to ensure delivery. For up-to-the-minute news, follow The Toy Book on Twitter: twitter.com/ToyBook, “like” The Toy Book on Facebook: facebook.com/TheToyBook, and visit our blog at www.toybook.com.
SEPTEMBER/OCTOBER 2012
The Future of the Industry: More of the Same by Gerrick Johnson, stock analyst at BMO Capital Markets Equity Research Group
A
s a stock analyst, my job is to recommend appropriate investments within the toy and leisure industries to institutional investor clients. Though this means my perspective on the future of the industry may be somewhat unique, because I am not necessarily a toy industry “insider,” it also means that I am snooping around toy stores more than most people—including insiders. So far, retail toy sales for this year have been disappointing. As well-known stock market technical analyst John Murphy once said, “As with the weather, the safest bet is that the next day will be the same as the last.” In many ways, I do think next year will be similar to this year, as many of the trends we are seeing now will carry forward, and the cautiousness and uncertainty that is present at retail will likely persist. The biggest difference, however, is that retailers will probably end this year in a much cleaner inventory position than they did last year, meaning the toy industry can likely start off next year by shipping new spring products rather than spending time, money, and energy clearing out old goods.
Low-Priced Collectibles
The NPD Group reported toy sales to be down in the mid-single digits in the U.S. for this year. While I have no hard evidence to support this, I believe the number of units sold could actually be up, even if the total value is down, because of the excessive amount of clearance and discounted sales early in the year coupled with the preponderance of low-priced collectible items in fall assortments. In fact, I find that retail is littered with low-priced $2 to $10 items, often in blister packs that have the tagline,
28 • THE TOY BOOK
“collect them all!” Collectibles will entice multiple trips to the store or multiple units purchased per trip, but it seems to be the hard way to make money and offers little in the way of barriers-to-entry. Low-priced collectibles are also decidedly low-tech. This is somewhat ironic, given that high-tech gadgets are often cited as the biggest competition to toys for kids’ time and attention. The low-priced collectibles trend seems to be a reaction to the weak economy and uncertain outlook. With plans for next year being made in a time of depressed confidence and high uncertainty, I am not sure we will see a change in strategy.
Board Games
In recent months, many investors have told me that board games are in secular decline, dying at the hands of mobile devices and apps. I, however, do not subscribe to this line of thinking. Board games are experiencing a cyclical decline, while apps and mobile devices are experiencing a cyclical upswing. However, I am not forecasting that these cycles will correct themselves any time soon, and I suspect that next year will be another difficult one for board games.
The App Frenzy
Although they have been at the forefront in recent months, the excitement about apps and mobile devices will likely pass. After all, mobile devices and associated apps are really just the latest iteration of the handheld electronic game, a toy that has been around for a very long time, the best-known being Nintendo’s Game Boy. My favorite handheld game as a child was Coleco’s Electronic Quarterback, which I found under my Christmas tree in
SEPTEMBER/OCTOBER 2012
1978. Looking back, was Electronic Quarterback any different than a low-end football game app encased in its own bulky plastic housing? Though I expect the popularity of apps to wane, I do think apps will continue to be as important a trend in the next year as they are this year. The quest to capitalize on the popularity of apps has spurred a slew of app toys, with both Walmart and Target having dedicated 8-foot sections to these toys. This presentation at retail may validate this strategy and encourage more products for next year. We will likely experience a growing parental backlash against apps, iPhone, and iPad use among younger children, which will strengthen the appeal of electronic educational devices provided by companies such as LeapFrog or VTech. These companies are growing their own app centers of wholesome and educational content to be played, viewed, and listened to. With strong brand names that evoke confidence and trust with parents, the electronic educational segment will continue to grow next year.
Movie-Based Toys and Action Figures
I see movies playing a smaller role in the industry than they have in the recent past, partly because there are fewer key movies releasing next year than in the past few years. Movie-based toys have become a much bigger risk for retailers and manufacturers, as an overabundance of movies, the short shelf-life of movie toys, and the difficulty in forecasting their sales have made these toys less attractive than they were just a few years ago. Thus, in this new era of tight inventory control, we should see a pullback in exposure at retail. Next year may be another difficult year for action figures because sales are reliant on movies and there is a lack of innovation in the category. Even the hottest new action figures, like Playmates Toys’ Teenage Mutant Ninja Turtles, are old school. I believe the retail performance of movie-related toys, like Hasbro’s Avengers, corroborates this thesis, as Avengers role-play items have performed significantly better than action figures and related play sets.
Fashion Dolls
Fashion dolls are in favor this year, with some new introductions such as Winx Club from Jakks Pacific, La Dee Da from Spin Master, and Bratzillaz and Novi Stars from MGA Entertainment. These lines add to a strong category anchored by Mattel’s big doll brands including Barbie, Mon-
30 • THE TOY BOOK
ster High, and Disney Princess. Barbie has shown consistent growth over the past two years and, based on my analysis of toy trends, I believe she likely has another two or three years of growth ahead of her. Similarly, Monster High is now in its third successful year on the market and is continuing to sell very well at retail. I forsee another strong holiday season and a robust upcoming year for fashion dolls.
Construction Toys
Continuously on the rise, it does not seem that the construction category will ever slow. After last year, I thought this year would be the year the category would finally show some weakness, but I was wrong. Another stock market axiom I am fond of is, “the trend is your friend,” and this trend is still going strong. Lego seems to have finally figured out how to sell construction to girls. If Mega Brands’ licensed Barbie product resonates like Lego Friends, I suspect the girls’ side of the construction aisle alone can drive continued growth next year. Even on the boys’ side, I am not seeing a lot of compelling alternatives pulling boys away from construction. Hasbro’s Beyblade continues to be strong, and there is some newness in the vehicle aisle. With both Lego and Mega Brands looking like they are at the top of their games, I expect the growth of construction toys to continue into next year. In the end, will the toy industry experience growth in 2013? The industry thrives on innovation; and, should we see creative and innovative new products in the showrooms at the Dallas Fall Toy Preview, then perhaps next year will be nothing like this one, and the industry will grow once again. Given low confidence and high levels of uncertainty, however, I fear most toy companies will continue to play it safe, sticking with extensions of known toys and brands or lowpriced, low-tech items. If that happens, then, like the weather, the safest bet may be to assume that next year will be much like this one. ■
Gerrick Johnson is a stock analyst in BMO Capital Markets Equity Research Group, covering the toy and leisure industries. Before becoming an analyst in 2006, Johnson was an associate in the equity research department covering the toy industry and specialty retail companies. Prior to joining BMO Capital Markets in 2001, he worked at Bankers Trust in the portfolio management division.
SEPTEMBER/OCTOBER 2012
Brick-and-Mortar
vs.
by Lutz Muller
I
n a pretty flat overall market place, Amazon continues to make headway as it is propelled by the ongoing move to cyber space, lower prices, and convenience. Amazon has three major assets. First, the absence of brick-and-mortar stores allows Amazon to offer an unlimited inventory. Second, Amazon pays no sales tax in most states, which allows the company to undersell its competitors. Third, Amazon’s infrastructure allows it to grow almost limitlessly without the need for expensive retail stores. This is how Amazon’s sales developed over the past few years against two major competitors:
In the toy category, Amazon did fantastically well, nearly doubling its market share since 2009:
However, not all manufacturers profited equally from this expansion. Here, the top 100 toys sold by Amazon at the end of August are each assigned a weight according to their rank—the top product got a higher weight than the second product, and so on. This is how individual toy companies fared:
Amazon - Top 100 Products
Amazon is also holding its own when you look at web traffic numbers (as estimated percentage of global Internet users who visit the sites as per Alexa.com).
Percent of Total
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32 • THE TOY BOOK
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Surprisingly, second-tier companies such as Crayola, Syma (a Hong Kong-based manufacturer of R/C helicopters), Melissa & Doug, and others prove to be vital to Amazon’s sales, while top-tier Hasbro brings considerably less to the table. Hasbro’s two main categories are action figures and board games. Here is a comparison of the four major retailers of board games:
market shares gained by Amazon are inherently harmful to the interests of the major brick-and-mortar retailers. Amazon has a major advantage in that the company pays no sales tax in most states. A comparison of the retail pricing of 12 leading toy products across the four retailers shows that Amazon and Walmart offer considerably lower prices than Target and Toys “R” Us before sales tax. With or without paying sales tax, Amazon offers the lowest prices of all four retailers.
Hasbro’s market share in board games is thought to be between 40 and 50 percent, which is shown in the chart for the three brick-and-mortar retailers. Yet, in the case of Amazon, Hasbro’s share is a mere five percent, dwarved by Mayfair’s Settlers of Catan. For action figures, the numbers are as such:
This is likely a look at the future, as state governments and brick-and-mortar retailers are pushing Congress to require e-tailers to pay sales tax. One response to this challenge is for Amazon to institute a same-day receipt of goods policy. The downfall, of course, is that any price advantage would be negated by the cost involved in sameday service. The benefit, on the other hand, is that the almost-instant gratification of the purchase, coupled with a lower price, will appeal to consumers. In the specific case of toys, however, consumers almost always purchase for others—mostly children—eliminating much of the desire for instant gratification. Toys are often purchased in advance for holidays and birthdays. While Amazon undoubtably has an advantage during the holiday season in allowing consumers to avoid the mayhem of a shopping mall, there is little need for same-day delivery. I
Again, there is a statistically significant difference between Amazon and Walmart, Target, and Toys “R” Us. Activision plays an important role in Toys “R” Us due to the popularity of Skylanders. Amazon and Toys “R” Us have one significant thing in common: depth of assortment. Toys “R” Us devotes 50 percent more shelf space to action figures than Target, and three times more than Walmart. The data suggests that any
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THE TOY BOOK • 33
He’s Not Just a Kid, He’s a Hero T o m y ’ s n e w T o m i c a l i n e s e n d s k id s o n r e s c u e m i s s i o n s w i t h u n i q u e v e h i c le s
by Marissa DiBartolo
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hanks to Tomy, the boys’ action aisle just got a little more heroic. More than just watch-it-run train sets, the global toy company’s new Tomica line features transformable, multi-function vehicles that allow kids to role play their dreams of being real-life heroes. The toys, which range from individual pieces such as TomiHero figures and vehicles to deluxe play sets, center around specific rescue scenarios including gas station fires, arctic mine missions, and volcanic eruption emergencies. “This line gives [kids] the opportunity to be heroes and decide how they want to play and what heroes they want to be and what vehicles and trains they want to use to perform those heroic missions,” says Tom Zahorsky, brand manager at Tomy. Geared toward 3- to 7-year-old boys, the Tomica rescue line’s interactive play sets allow kids to tap into their imaginations to perform rescue missions. “It’s a transition for when kids are done playing with Thomas, Chuggington, and Dinosaur Train, and they are looking to play with a much cooler, older product,” Zahorsky says. Though there are many different rescue vehicles available in the Tomica line, the motorized trains are stand-out toys. The trains are based on three different themes and each includes 18 inches of circle track. The Arctic Liner has switch-activated repair arms, the Mechliner transforms into a mech-robot, and the Search and Rescue Liner features moving blades on the front train car. With MSRPs ranging from $5.99 to $69.99, the pricing is consistent with past Tomica lines, but the value of the play sets is higher than that of previously available products. The Storm Runner, priced at $29.99, is a rescue jet that
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transforms into a submarine and a racecar. Three vehicles in one, the Storm Runner can also transport the hero engine train car, and has mobile action bases connected to the wings of the jet used to launch cars. In addition to the Storm Runner, Zahorsky says the item with the most product value is the Arctic Mining Rescue play set. Priced at $34.99, this deluxe set includes a motorized engine, non-motorized engine with spinning drill, flat bed, plow vehicle, TomiHero figure, garage, and headquarters with opening doors, mountain, eight pieces of curved track, and a switch track. All of the individual products are designed to be interchangeable. Individually sold pieces work well with the full play sets, allowing users to add to their collections to create one interactive Tomica rescue world. Though Tomica products have been available in Japan since 1970, the line did not launch in the U.S. until 2010. For the first time, the 2012 Tomica line is an exclusive set of toys for the U.S. and will not be available in Japan, as it is geared toward American boys’ style of play based on research conducted by Tomy. Confident in the themes of the latest Tomica line, Zahorsky says Tomy will continue to move forward with the rescue theme for future Tomica products. “The Tomica line is able to support the needs of American boys and how they like to play. We are moving into the future, and in 2013 we will put an even stronger focus on rescue,” says Zahorsky. This year’s Tomica line was released at Toys “R” Us in August, and Tomy is currently searching for additional retail distributors for the line. ■
SEPTEMBER/OCTOBER 2012
5
QUESTIONS WITH Rami Ben-Moshe, president
1. Sun-Mate has been a toy manufacturer for more than 25 years. What is changing for Sun-Mate? Sun-Mate Corp. has been designing and manufacturing innovative quality toys for more than 25 years. Our focus has been on private-label programs for clients such as Walmart, Target, and Toys “R” Us, and licensors including Disney, Mattel, Nickelodeon, Sanrio, WWE, and more. We have decided to build on our manufacturing and distribution expertise by strategically entering into master toy licensing opportunities. 2. Why did you decide to take on the global master toy license for The Jungle Book? For Sun-Mate, it is a natural extension of our expertise to step into the role of master toy licensee, and The Jungle Book has all the elements of a successful brand. There is a great amount of momentum for The Jungle Book as it currently airs on Disney XD in the U.S. and on major TV broadcasting stations in 165 countries. The Jungle Book will be a featured DVD launch by Walmart in March, a summer 2013 Burger King promotion, and a 3D CGI-animated motion picture in 2014. My personal passion for The Jungle Book, a favorite in our home, is strong. The brand has a fresh new look and features everyone’s favorite jungle friends, Mowgli, Baloo, and Bagheera, exploring the jungle and sharing humorous adventures. 3. What are your plans for The Jungle Book toy line? We are excited to present a full line of quality toys to delight young fans of The Jungle Book. With a property that encourages exploration and adventure, we wanted to focus on maintaining the integrity of the brand by delivering
SEPTEMBER/OCTOBER 2012
toys with high creative play value. At the core of the line are articulated action figures of Mowgli, Baloo, Bagheera, and Shere Khan, each with a bonus accessory and a line of 14 character figures and sets of jungle accessories that will bring kids endless hours of creating their own jungle fun. To add to every adventure, we have created molded character walkie talkies with a sound chip, a line of projection watches, and even Mowgli’s lucky claw neckwear so that kids can have a symbol of bravery just like Mowgli. We will be unveiling The Jungle Book line of toys at the Dallas Fall Toy Preview and look forward to having products ready to ship for next spring. 4. What are your marketing plans for the line? We will be putting significant dollars behind marketing The Jungle Book toy line beginning with an adventurethemed television advertising campaign scheduled for next fall. Promotional campaigns with Burger King, Disney, retailers, and other partners will bring high levels of brand awareness to The Jungle Book and will drive traffic to retailers. Engaging the consumer in jungle fun will be the key focus of a social media campaign and a dedicated Jungle Book website packed with games and activities that will deepen the connection to the brand. 5. Does this open the doors for future master toy opportunities for Sun-Mate? Yes! This is just the beginning for Sun-Mate Corp. But the immediate future will be greatly devoted to building, marketing, and promoting a successful line of The Jungle Book toys and adding a fresh flair to this classic favorite. The Jungle Book’s 3D CGI animation is visually stunning and the storylines are very true to the original Rudyard Kipling classic tale. ■
THE TOY BOOK • 35
Fall Toy Preview2012 Game Changer: The Next Evolution in Dolls The Bridge Direct’s Jay Foreman has partnered with Bratz creator Carter Bryant to develop the next big thing in the doll market. by Jackie Breyer
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ay Foreman knows a thing or two about dolls. It began in the mid ’90s when he acquired the Spice Girls license for the division he ran at Galoob Toys, and he’s been working with fashion dolls ever since. With the occasional exception, the Spice Girls was one of the first doll lines that showed the trade that Barbie wasn’t the only fashion doll that could work in the market, raking in some $200 million in a two-and-a-half year period. In 2001, the ultimate doll category game changer stepped onto the scene, with MGA Entertainment’s Bratz. “Bratz really blew the lid off the category and showed that though Barbie is still the queen mother of fashion dolls—and the biggest and greatest ever—kids and parents would accept another vision and another brand,” says Foreman. Most recently, the industry has seen success with Mattel’s Monster High line. However, Foreman says he is ready to introduce something fresh and brand new to the doll category. “After looking at this category for 17 years, I’ve finally found the first non-licensed, non-personality-based fashion doll concept that I’ve ever brought to the market, and that’s Pinkie Cooper and the Jet Set Pets.” The Pinkie Cooper fashion doll line combines high-style and world travel. Pinkie and her pals— the Jet Set Pets—are chic jet-setters who vacation and shop all over the world and are inspired by fashion concepts not just in the U.S., but in places like Paris, London, Tokyo, and Hong Kong. “The line will educate kids about where fashion happens and what kids and young fashionistas are doing in different parts of the world by taking them to these different places through
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Pinkie and her friends.” The line will include dolls, fashionToy Book able pets that reflect each doll’s style, accessories, and a travel trunk play set. Exclusive The line is traditional—it’s not a tech toy—the kind of doll a child can sit on the floor or the bed and play with. It’s designed to be aspirational and fun for kids ages 3 to 9, with a core of girls ages 6 to 9. Price points for the line will be under $24.99. Pinkie Cooper and the Jet Set Pets was developed and introduced to Foreman by Carter Bryant, the creator of Bratz, and Bryant’s sister Angie Abell. This is the first property that Bryant has brought to the market since Bratz in 2001. Bryant will also be working with Foreman and The Bridge Direct on design elements, packaging, and backstory. “This line is the next step in that progression in the doll business,” says Foreman.” It’s a visual and stylistic game changer for the business along the lines of Monster High, Bratz, and the original Barbie.” The line will launch at Fall Toy Preview in Dallas, where it will be introduced to retailers for the first time. The line will be fairly narrow at launch, but is anticipated to launch simultaneously around the globe. The launch will include a fashion doll with accessory, and the Jet Set Pets will be sold with the doll, as well as separately. A collector case will also be available. The line will begin at specialty for spring/summer of next year and roll out to the mass market for fall. Thinking ahead, Foreman envisions a licensing program for Pinkie Cooper rolling out in 2014, but “all the efforts in the first year are going into making sure the toy line is presented properly, and all the dollars and all the attention go into the toy line.” “I’ve had a few pretty decent successes,” says Foreman. “I’ve never been an over-hyper and a smoke blower in my career, but this is the first line I’m really ringing the bell on. This is the most original and creative concept I’ve ever worked on.” ■
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Fall Toy Preview 2012 Toy Book Exclusive
Adora Introduces Two New Dolls
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he sandy blonde-haired, blue-eyed Houndstooth and Hearts doll, from Adora, wears a cropped jacket with a houndstooth collar. Her cotton pewter gray jumper features pink rick-rack trim and a dark pink border to coordinate with her pink shirt and gray heart-printed leggings. Velveteen Mary Janes with rick-rack trim and a polka-dotted bow complete her look. The Lucky Leopard doll sports pink leopard-print leggings with a fuzzy pink vest and a soft jersey-knit black shirt. Her face is framed by her short black bob with two high ponytails, both accented with oversized leopard-print bows.
Collect and Build with K’nex
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he K’nex Intro Assortment allows kids to build their own plane, helicopter, or truck with classic K’nex pieces. Each set includes more than 60 pieces and features the classic K’nex rods and connectors, all made in the U.S. The three sets can be combined together to build a space shuttle with working landing gear and wheels. The K’nex Intro Assortment will be released next spring and is for ages 5 and up. The K’nex Collect & Build Robo Creatures Assortment allows kids to build one of three mechanized creatures: RoboSting, Robo-Smash, and RoboStrike. Each Robo building set features unique movement and is motorized. By combining all three sets, kids can create an ultimate build. Sets are for ages 7 and up.
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Toy Book Exclusive
50 Fifty’s Glow Fairies
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Toy Book Exclusive
ovelty toy and gift company 50 Fifty introduces The Glow Fairies, a range of collectible plush fairies with glowing wings. The fairies are playmates by day, guardians by night, and can be used as a night light during sleeping hours. Each Glow Fairy has its own story and magical pendant, and each comes with hair accessories, adding an additional layer of play. The Glow Fairies will be supported with a fully interactive website, which will host online coloring competitions and Glow Fairy children’s stories personalized to the fairy and the child who owns it. Parents will receive a free customized and printable story for each fairy purchased. Website activity is unlocked by entering a code and the child’s name.
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Fall Toy Preview 2012 Tailgate with Tudor Games
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he Original Electric Football Game and the Power Pro Electric Football Game, from Tudor Games, are competitive games of strategy that deliver football action on-thego. Each game plays like real football and includes two teams: one red and one white. The players must act as the coach, the quarterback, and the team owner all at once. The sets come with everything needed to play a classic 3D hands-on game, perfect for tailgate parties and pre-game fun.
Dino Roar Chases Away Baby’s Nighttime Fears
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ighttime fears can make falling asleep an anxious time for little ones. Dino Roar, Monsters No More, from The Goldberger Co.’s Baby’s First line, has a child-like roar. And when youngsters roar too, together they can be brave and chase away those bedtime fears. For an added feeling of security, Dino Roar’s face glows when the tummy is squeezed. The plush comes in two colors, pink and blue. Dino Roar is safe for babies 18 months and older.
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Toy Book Exclusive
Toy Book Exclusive
Redwood Ventures Revs Up R/C Vehicles
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ynamoGO, from Redwood Ventures, Ltd., are fully functioning micro R/C vehicles that never need batteries. Defiants Amphibiants are waterproof, floating offToy Book road vehicles that power over Exclusive land and water using two AAA batteries. Kaotiks is an R/C car and play set brand that allows kids to customize and connect ramps and sets for epic, highspeed stunts. Vehicles travel at more than 250 scale mph, and perform wall rides, flips, barrel rolls, and jumps more than 3feet high.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview 2012 My Pillow Pets Releases Nemo
Toy Book Exclusive
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emo will be discovered by a whole new generation of children with the re-release of Finding Nemo in theaters and on Blu-Ray this fall. To coincide with this re-release, My Pillow Pets will introduce Nemo Pillow Pets, a pillow and a plush pal in one.
Round 5 Releases Cut the Rope Plush Line
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he 5-inch Pose-N-Play Cut the Rope Plush, from Round 5, allows kids to pose Om Nom in a variety of facial expressions, recreating all of his faces from the Cut the Rope mobile app, or create their own expressions. Kids can also take Om Nom Toy Book anywhere they go with the 3-inch Exclusive Talking Plush with Clip. Om Nom can clip onto backpacks, key rings, luggage, belt loops, or anywhere else. The clip also features Om Nom’s signature chomping sound. There are three Om Noms to collect. The 6-inch Reversible Plush recreates the familiar aspects of the mobile app. Set Om Nom free from his box, give happy Om Nom a star, and feed eating Om Nom his candy, all by turning him inside out. Kids can also get their groove on with the 8-inch DJ Box Plush Om Nom with large headphones and Cut the Rope soundtrack songs.
Worx Toys Shows Kids How It Works
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orx Toys allows kids to discover how their favorite vehicles work through interactive play. Look through the transparent exterior of each vehicle to see the working parts inside, then learn all about them with the included interactive storybook. ThroughToy Book out the book, special shape codes are reExclusive vealed. Enter the codes into the vehicle key pad or the optional Worx storybook transmitter to see each part come to life. The Journey space shuttle comes with real opening cargo doors and a removable satellite. Other vehicles include the Throttle motorcycle, Speedster race car, Apex helicopter, and Torch fire truck.
Calego International to Create Disney Princess Collapsible Toys
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alego International has acquired the Disney Princess and Fairies licenses for collapsible doll houses, collapsible kitchens, and collapsible vanities. This is a North American deal and products will hit retail next year. Calego International has specialized in licensed products for 26 years.
8-inch DJ Box Plush Om Nom
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Fall Toy Preview 2012 Neat-Oh! Gets Kids Organized
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eat-Oh’s Darth Vader Transforming Toybox is a storage box doubling as a display case to help master the dark side of toy clutter. It’s compatible with any appropriately sized Star Wars toys and wipes clean with a damp cloth. The case is fully decorated and has a two-compartment interior. Providing five pockets to help kids store their Lego Friends figures and play sets, the Lego Friends Neat-Oh! Pop Up Wristlet allows for on-the-go play in style. The wristlet unzips into a flat surface for easy play, storage, and travel. The Lego Star Wars ZipBin Death Star allows kids to relive the action of the Galactic Empire’s most menacing weapon, while providing pockets for six minifigures and space for up to 400 Lego bricks. The case unzips to a flat surface for easy play. Adorned with a Barbie ruffle print and a black satin bow, the Neat Oh! Barbie Clutch and Closet with Black Bow is the perfect finishing touch for any outfit. It provides a simple storage and travel solution for a girl’s favorite figure and accessories. The budding fashion fan can bring along up to eight favorite dolls in the Barbie ZipBin Fab Case. The case keeps Barbie dolls organized and safely stored away. It also features graphics and an easy‐to‐hold shape. The Hot Wheels ZipBin Drift Racer with Car has a fiery exterior and unzips to expose an interactive Hot Wheels Test Facility graphic. The case fits over the shoulder for easy travel and has space for up to 50 cars. The Neat Oh! Hot Wheels ZipBin Wheelie Track Pack with Car comfortably fits 100 cars for transport. The bin features a graphic on the inside for interactive play and a two‐lane racetrack for head‐to‐head competition. Transport cars and show them off in the Hot Wheels ShowCase, which holds up to 20 cars. A highly stylized double‐sided platform showcases favorite vehicles.
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Go on Safari
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he attentive pose of the new German Shepherd replica, from Safari Ltd., reveals the breed’s most innate characteristics—strength and intelligence. This hand-painted replica measures 3.75- by 3.25-inches and is suitable for ages 3 and up. China’s most beloved animal comes to life for 2013 at its most innocent age. Part of the Incredible Creatures line, Panda Baby sits patiently waiting for its mother. This hand-painted replica measures 4.75- by 3.75-inches and is suitable for ages 3 and up. The scale of this Panda Baby is 1:3.3. As the world’s fastest land mammal, the new sleek, spotted Cheetah, from the Wildlife Wonders line, walks swiftly as it stalks its prey. The scale of this hand-painted replica is 1:10. It measures 8- by 4inches and is suitable for ages 3 and up. All Safari products are 100 percent guaranteed and lead-free to ensure children’s safety.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview 2012 Adora Toddler Doll Line Grows
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dora introduces new 20-inch Toddler dolls. Chirp is blonde-haired brown-eyed, and sports dark denim overalls with full, poofy legs, a bright red three-quarter-length sleeve jersey T-shirt with red and white checks, and ruffled shoes. Winter Wonderland features brown hair and blue eyes, and wears a soft, red ribbed knit dress, complete with a ruffled trim accent on the bodice highlighted with white and floral embroidered detailing. A white faux fur accent on her shiny red patent boots and opaque white tights match perfectly, and a matching hat finishes the look.
Silverlit R/Cs Take to the Road and Air
Peregrine Eye
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ilverlit is expanding its Interactive Bluetooth R/C line with the new Mercedes-Benz SLS AMG with RC Tunes. Music can play from the car while it is in motion, or it can stream through high-quality speakers as a desktop display item. Unique gull-wing doors open remotely from an iDevice, and lights flash to the beat in pre-configured patterns or custom light shows. Full-gesture tilt control, hobby-grade steering, and variable speeds lend themselves to a real racing feel. Sound effects straight from Mercedes deliver the rev of the engine, while force feedback delivers the rumble, increasing with speed (iPhone only). Mercedes-Benz SLS AMG The RokTerz, characters for the iPad, come to life as 3-inch-tall collectible, electronic figures that play together as a unified band. When the figures meet their digital counterparts, the result is 4-D Rock Mode! Take to the sky, then take videos and photos while flying with the Spy Cam 2. New 2.4 GHz control allows for indoor and outdoor flying with a responsive connection and no overlapping signals. The built-in 64 MB of memory lets players capture 300 photos or one minute of video. Spy Cam 2 is recommended for ages 10 and up. Peregrine Eye takes video to the air in a new Silverlit R/C Plane. Peregrine Eye has two versions: The VC has video and photo capture capability, controlled from the remote control. The RTV version has real-time video that plays through the remote control transmitter. Kids will have a real “eye in the sky.” It is designed for ages 10 and up. Moto Glide is a new evolution of The Flying Disc. It features a motorized propeller that delivers stable throws and easy catches. The Auto Stable system makes every throw glide easier. The built-in LED lights shine in the day or night. Moto Glide is for ages 5 and up. Track Titans is where high-speed racing meets gravity-defying stunts. Build and customize the track for incredible stunts, including the Tornado Twist, the four-loop Titan’s Pass, and the Ultimate 1 Meter Loop. The tracks are designed to run one or more cars, so you can twist, turn, and loop your way to victory. It is designed for ages 5 and up.
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SEPTEMBER/OCTOBER 2012
Fall Toy Preview 2012 Zing Blasts Off
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he Sky Ripperz super sonic bungee-launched rockets are the newest innovation in flight technology in Zing’s Blast Off line. Just attach the launcher to the launch hook on the Sky Ripperz WhistleScreaming Rocket, pull the tab, and watch it fly over 250 feet high. Whether kids are going for Long Shotz, High Shotz, or Target Shotz, the Sky Ripperz hand-launched rockets are set to soar. Sky Ripperz are for children ages 8 and up.
Go Karting with Mario
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oldie International introduces the Mario Kart Diecast Collection. With all five Mario Kart Diecast characters, kids can bring the world of Mario Kart racing to their living room. The Mario Kart Diecast Series One characters include Mario, Yoshi, Luigi, Donkey Kong, and Toad. The die-cast vehicles come in 1:64 scale and are sold as either single packs or in a five-pack collection. The Mario Kart Diecast Collection is for kids ages 7 and up.
K’nex Introduces Angry Birds Mystery Figures
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’nex expands its Angry Birds selection with the Angry Birds Mystery Figure Assortment. Mystery bags feature 16 characters from the apps Angry Birds and Angry Birds Space. Each pack includes one bird or one pig, plus an item from its corresponding game. Figures are compatible with other K’nex Angry Birds Building Sets. The Angry Birds Mystery Figure Assortment Seasons bags bring to life characters from the Angry Birds Seasons app. Each pack includes one bird or one pig, plus an item from the game. Figures are compatible with other K’nex Angry Birds Building Sets. Easter, Halloween, and Holiday assortments are available.
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SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Wowopolis Challenges Your Memory
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ombining the two play patterns of memory games and puzzles, the Puzzle Match memory game, from Wowopolis, is designed for kids ages 3 to 6. The new pet shop-themed Puzzle Match offers a challenge unlike any traditional memory game: rather than searching for two identical images, kids must find and match three parts of one whole image, such as the top, middle, and bottom of a parrot. Once the memory game is complete, the pieces can be assembled into a giant, illustrated scene. Sound It Found It! Junior is a version of the Sound It! Found It! game for kids ages 3 to 7. Sound It! Found It! Junior is a two-in-one game of guessing, searching, and crazy sounds that will have kids guessing which items are on the cards and racing to find those items on one of six giant scene boards. While the game’s emphasis is on creativity, laughter, and fun, Sound It! Found It! Junior also promotes letter and color recognition.
Alex Toys Promotes Creativity
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ots Collage by Color, from Alex, is the newest addition to the Tot’s Art Start range, Alex’s collection of creative projects for children 18 months and up. These colorful projects do not require any glue to complete. Tots Collage by Color includes three sticky boards with printed cutouts, oversized buttons, crepe paper, tissue paper, and other textured papers, allowing a child to focus on matching colors within a project and create a dynamic, multi-textured collage that is ready be shown off on any kitchen or classroom wall. Rolling Busy Bus and Busy Bead Maze offer activities that can enOwl Music Center tertain a child for hours. Each offers a curvy maze with colored and shaped beads made out of sustainable wood. They are designed for children 10 months and up. Owl Music Center and Musical Gator are filled with sounds that can easily turn a child into a one-tot band. Each music center is crafted out of wood and houses four instruments—a rainbow xylophone, two mallets, a cymbal, a drum pad, and a washboard—strategically placed on each animal. These products are for children ages 18 months and up. Duct Tape Jewelry and Duct Tape Messenger Bag provide a kit and instructions. Each kit includes eight rolls of tape and all the materials needed for kids 7 and up to create unique fashion accessories. Wrap it! and Fluffy! Wrap it, for ages 8 and up, contain embroidery floss and beads to customize earphones with colorful stripes, while the fun beads dangle along the way. Fluffy! Wrap it includes yards of fluffy yarn, guitar and peace sign charms, and pink ear buds. Music Gator
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SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Just Play Launches Skylanders Range
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ext spring, Just Play will launch an entire range of basic and feature plush, key chains, and other toys based on the Skylanders video game from Activision. One of the new products is the fighting action, sound, and light Skylanders Power Slam Tree Rex.
Geospace Goes Beasty
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eospace introduces Beasty Buddies, a new line of handmade fleece hats and plush characters. There are four assortments with a total of 15 Beasty Buddies characters. There are three sizes that cover all ages, from toddlers to adults. The Horned Monster Assortment has a total of 18 hats in six styles. The Dragon/Bunny Monster Assortment contains 18 hats with four styles. The Elf/Viking Assortment contains 18 hats in five styles. A free hat rack is included with the purchase of all three assortments. The Beasty Intro Assortment includes the widest range of all 15 characters with 30 hats in total.
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DoodleArt Posters Rebranded
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laSmart, Inc., has been signed as the exclusive North American distributor for mass and specialty retailers for the well-known color-it-yourself poster kit brand, The Original DoodleArt. DoodleArt is a color-it-yourself poster kit that many remember using to decorate walls, dorm rooms, and cafés around the globe in the 1970s and 1980s. DoodleArt posters will be rebranded in new plastic tubes with large label inserts. Each poster kit comes with 12 felt pens, each with a calligraphy tip on one end and a fine tip on the other end, and filled with environmentally friendly vegetable-dye inks. Twenty of the original DoodleArt posters have been digitally recreated with 10 currently in print, including Flowers, Jungle, Butterflies, Fairy Tales, and Prehistoric designs. In keeping with DoodleArt tradition, a new design will also be unveiled at New York Toy Fair.
The Bridge’s Inkoos Wipe Clean
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he Inkoos line of draw, wash, and redo plush is bringing its signature play pattern to a new material. Wipeout Inkoos, from The Bridge Direct, are vinyl figures that can be decorated and then fully wiped clean with a damp cloth, allowing for endless creative expression in a new and trendy format. The all-white 5-inch figures come with three mini-markers, three glitter glue pens, and one sheet of glow-in-the-dark removable stickers.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Reeves International Introduces Red Toolbox
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eeves International is the new distributor of the Red Toolbox line in the U.S., and is introducing it to the mass market for the first time. It is a crafted wood build-your-own-toy line that encourages parents and children to work together. The toolbox includes ergonomically scaled hand tools for kids. The tools have the same functionality and quality of adult tools found at a hardware store, but they are designed with easy grip handles for children. Children will learn lifelong skills while building their own toys. Featured toys from this line include the workbench, tool kit, soccer table, and air hockey table. The Ballet and Posies & Petals Music Boxes are lined with velvet flocked paper and feature mirrors. The Ballet Box has a twirling ballerina and ballerina theme, while the Posies & Petals Box features a twirling Iris flower and garden illustrations. The Ballet and Posies & Petals Music Boxes play “Swan Lake,” and “English Country Garden,” respectively. Reeves International’s Breyer Animal Creations line introduces new horses and play sets. The Sgt. Reckless model is based on a mare who received numerous awards and a promotion to staff sergeant for her service to the U.S. Marine Corps. during the Korean War. A portion of the proceeds will help support efforts to create a permanent memorial in honor of her efforts. Breyer also introduces Vet Care, Stable Cleaning Accessories, and Show Grooming play sets that teach children to keep their animals healthy and happy. The Vet Care set includes animals, a foal blanket, a medical bag, a bucket, and a stethoscope. The Stable Cleaning and Show Grooming sets include everything kids need to clean animals’ stables and spruce up their animals’ coats. With Breyer’s new Chalkboard Horse, kids can color and decorate their horse with chalk. Just wipe clean with a damp cloth, and the Chalkboard Horse will be ready for a new design. Breyer is also introducing a new Horse Crazy Girls Collection, including the Horse Crazy Pocket Barn and the Horse Crazy Singles Assortment of Stablemates.
TCG Expands Game Offerings
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CG adds a modern twist to the classic paper fortune teller game. The new Truth or Dare Cahootie and Birthday Diva Cahootie games promote self-expression and esteem-building conversation, encouraging creativity and connection, and stimulating cognitive and small motor skill development. It’s Framed makes it easy for puzzle fans to save and showcase finished puzzles. Each kit includes a 1,000-piece jigsaw puzzle, glue and an applicator, a printed cardboard frame, and all the materials needed to mount it on the wall. It’s Framed puzzle images include Wolves Howling at the Moon, Spirit of Flight, and The Gathering. In Sqworm, players ages 3 and up use their “sqworm’n worms” to eat the most apples and win. Didi Dotter challenges players to find matching egg halves before their opponents steal other halves to complete their own. Didi Dotter is for players ages 5 and up. With Loopin’ Louie, players ages 4 and up will be challenged to use their springboard to bounce Louie in the air before he knocks down their chickens.
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SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 University Games Eats Zombies
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niversity Games introduces a new lineup of games. In Deer in the Headlights, the first player to avoid the deer and empty their hand wins. The custom twodeck card set comes with wooden dice stored in a decorative matchbox so the game can be played anywhere. In Tinga Tinga Tales Create-A-Creature Game, players make original animals based on artwork from the Disney Junior show Tinga Tinga Tales. Don’t Tip the Cows is a stackable challenge in which players take turns stacking and tipping 18 unsteady cows. While Smart Ass will challenge players’ knowledge, a more classic game, Pub Trivia, requires teams to answer questions about sports, entertainment, and science. In other classic game formats, World’s Best Dice Games allows players to play a variety of different games, and Spot the Difference Tin will test players’ ability to find the differences in two images quickly. In I Ate Zombies, players race to get rid of their vampire, werewolf, and zombie cards to win. Turncoat requires players to place four of their pieces in a row, but the magnet in each piece helps or hinders the effort to reach this goal. More than 100,000 different board combinations keep Turncoat fresh and new each time it is played.
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Folkmanis Is a Barrel of Fun
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olkmanis introduces the 10inch tall Monkey in Barrel Puppet. When the monkey is pulled down into the soft microfiber barrel, the barrel lid closes. Pop the monkey out for a playful surprise.
NKOK Knows Racing
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KOK introduces new toys featuring Scooby Doo, SpongeBob SquarePants, and Sonic and Sega All-Star Racing. The Scooby Doo products include the radio controlled Scooby Doo Off Road Mystery Machine with sculpted figures and working lights; the Scooby Doo Lights and Sounds ATV, a free wheel ATV with lights, sounds, and a non-poseable figure; and the Scooby Doo Slot Car Set with 8 feet of track, glow-in-the-dark railings and stickers, and Mystery Machine and Monster Hearse cars equipped with working headlights. The SpongeBob line includes a 1:24-scale RC Krabby Patty; the SpongeBob Wheelie Hot Rod that pops wheelies with lights, sounds, and a rumbling motor; and the RC Flying SpongeBob, which flies through the air with propellers. NKOK’s Sonic and Sega All-Star Racing line includes Sonic Die Cast Racers with Sonic characters behind the wheel; Sonic Battery-Operated Racers with lights, sounds, and motion when activated; and Sonic All-Stars Racing RC, a 1:24scale Sonic Racer with working lights.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Small World Toys Sparks Creativity
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elebrating its 50th anniversary this year, Small World Toys will launch more than 200 new products, including several new items in its arts and crafts range, such as Hair Flair Wraps and Braids & Beads sets, Ceramic Pet Bowls, a solar-powered AM/FM radio, and the 3-in-1 Digital Camera. The Eraser Shoe & Bag and Dessert Shop sets are designed to provide hours of fun for aspiring fashionistas and dessert artists. Small World Toys will also be introducing products to its Neurosmith brand with plush music and sound toys featuring interactive abilities and motion sensors designed to stimulate and develop important connections in young children’s brains. The Musical Touch enables children of all ages to create music using their own fingers, hands, and faces. Sparky is a motion-sensitive, interactive plush puppy that helps kids learn about body parts, animals, letters, and numbers. Sparky features original songs and several musical “touch points,” as well as an interactive question-and-answer system. Small World Toys’ expansion into bath accessories includes brightly colored and themed playmats, squirters, and other toys. The All About Baby infant line will see new additions in the soft-play category with multiple activity crib and floor toys.
Carrera Joins Spidey Madness
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Toy State’s DUB Goes Metal
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oy State introduces the new DUB Garage Diecast Metal Collection. Signature DUB custom designs feature detailed bodies and premium candy paint jobs with realistic aftermarket parts in 1:50, 1:32, and 1:24 scales. The 1:50 style contains a custom sound system prominently displayed in the back window of each car. The 1:32 vehicles have custom sound systems and adjustable suspension that allows the cars to go from high-rise to low-ride with changeable wheels. The 1:24-scale custom convertibles have light effects. The hood contains a supercharged engine, while the trunk contains a custom sound system.
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he Amazing Spider-Man Manhattan Madness, from Carrera of America, allows kids to race the Spider Racer and the Lizard Tail Spinner down straights, around curves, and through loops. The race set includes the Spider Racer, the Lizard Tail Spinner, straights, curves, loops, two-hand controllers, a lap counter, and a transformer. It comes with 17.38 feet of track.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Winfat Launches Baby Learning Pad
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Pressman Toy Expands Trash Pack
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ressman Toy introduces a line of games and puzzles based on The Trash Pack collectible characters from Moose Toys. In The Trash Pack Dash for Trash Game, garbage can spaces help players win. This collect-and-race game is for two to four players, ages 5 and up. In The Trash Pack Who is it? Game, players must guess the secret Trashie. Rotten Apple, Sludge Slug, Junkosaur, and all the Trash Pack gang are ready to play a guessing game with two players ages 6 and up. In The Trash Pack Flip and Filth Game, players land trashies into the pail for the highest score. It’s for two to four players, ages 5 and up. Pressman is also introducing puzzles, including the Trash Pack 100-Piece Puzzles In a Box and the Trash Pack 100-Piece Puzzle Assortment in Garbage Can Tin.
infat Industrial Company is expanding its baby products and toys geared to infants 9 to 12 months old. Play cars, remote control cars, and musical track sets will be added to the lineup. The new Go Go Driver product assortment is designed for 18 months and up and includes individual cars and car sets. The sets feature garage, car park, and race environments for fun play. Additional baby musical centers and a fun Baby Learning Pad are also in the works. There are also new bath toys to make clean up time more enjoyable. Winfat is now offering its bestselling keyboard and drum sets with MP3 adaptability. Fun group play microphones and musical items help children learn music and spark creativity.
Sakar Introduces Batman Electronics
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akar International will introduce its line of Batman electronics to commemorate the release of The Dark Knight Rises. The Batman Alarm Clock Radio projects the Bat-Signal on the wall or ceiling. The 3-in-1 Digital Camera offers still, video, and webcam capability and three interchangeable face plates. The Digital Video Recorder makes it quick and easy for kids to film their own action scenes. The three-piece Batman Adventure Kit includes adventure necessities, such as a 35mm camera, a flashlight, and binoculars. Also included in the new Batman line is a set of two Batman Walkie Talkies with push-to-talk buttons and a built-in Morse code option. Sakar International unveils a line of Spider-Man electronics for the release of The Amazing Spider-Man. Thirty-six new products will let kids of all ages express their inner Spidey with everything from iPhone, iPod, iPad, and laptop cases to digital music players, hi-def ear buds, DJ-style headphones, and other audio gear; as well as digital cameras and camcorders. The collection also features Spidey-influenced spy gear, including night-vision binoculars, web lasers, pen launchers, listening devices, and night-vision video spy cameras, along with three- and five-piece adventure kits.
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SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Power Rangers Super Samurai Become Zerboz Micro Figures
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he Zerboz line of micro action figures, from Tree House Kids, is expanding with new figurines based on the Power Rangers Super Samurai series. Next year marks the 20th anniversary of the Power Rangers, and Tree House Kids will celebrate the milestone with chase figurines based on the original Mighty Morphin’ Power Rangers series, in addition to lines based on Power Rangers Super Samurai and the new Power Rangers Mega Force, premiering next spring. New waves of Marvel and DC Entertainment characters are on their way as well, expanding deeper into the respective universes, and featuring even more detail and intricate poses than before. A full line of Zerboz figurines will support the upcoming Superman Man of Steel film. Lines based on Marvel’s The Avengers and Warner Bros.’s The Dark Knight Rises are available now. Tree House Toys expands into non-licensed territory with Zerboz Military and introduces new capsule packaging that doubles as a play set and construction system. The figurines boast intricate replica detail and small camo paint décor. Each figurine includes accessories and components to build multi-level play environments. The line will be available next fall. The Zerboz line of Marvel-licensed micro vehicles will receive the environmental capsule treatment, with individual vehicles sold in packaging containing road components and construction accessories to build exciting, multi-level driving environments.
Sun-Mate Takes On the Jungle
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he Jungle Book, a new 3D CGI-animated series airing on Disney XD, takes kids on adventures with Mowgli and all his jungle friends. Sun-Mate brings the jungle home with the introduction of a line of hands-on toys. Four Articulated Action Figures— Mowgli, Baloo, Bagheera, and Shere Khan, all with bonus accessories—are designed for creative play. Figurines and play sets will be available in several collections featuring play environments, accessories, and 14 figures that will allow kids to create their own jungle adventures. Character Molded Walkie Talkie sets with voice chip sound effects are designed to get kids active and adventurous as they explore and communicate with one another from across the jungle. A full line of character watches with a projection feature will allow kids to project scenes from The Jungle Book with the push of a button. Mowgli’s Lucky Claw neckwear symbolizes bravery and good luck. The Jungle Book EVA Interlocking Floor Puzzle will transform any room into a jungle and keep kids challenged as they solve the mini puzzles within the puzzle. All of these toys are designed for kids ages 3 to 8.
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SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Tech 4 Kids Goes 3D with LumiLite
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ech 4 Kids has gone back to the drawing board with its 3D Magic line. LumiLite allows kids to create glowing art in 3D, either original designs using the freestyle templates or using the themed stencils with pre-designed templates. Insert the template into the LumiLite Glow Cube to reveal the creation. Kids can create their own night lights, or put on the 3D Ultravision glasses and see their creations in 3D. Themed stencil sets are sold separately and include Cosmic Adventure and Pixie Playground, as well as licensed themes such as Hello Kitty and Angry Birds. Mash’Ems, the liquid-filled collectibles, were a hit this year, and Tech 4 Kids is expanding the line with new licenses, including Smurfs, Hello Kitty, My Little Pony, Littlest Pet Shop, Teenage Mutant Ninja Turtles, WWE, Power Rangers Mega Force, Power Rangers Mighty Morphin, Marvel Avengers, Marvel Universe, and more Angry Birds. Mash’Ems are squishable collectibles that keep kids twisting, squashing, stretching, and launching them. Launch the sticky Mash’Ems to splat and stick to any hard surface. Mash’Ems wash clean with warm water. Tech 4 Kids is expanding the Splat Strike line with Teenage Mutant Ninja Turtles Splat Strike. Hang the Strike Zone target poster on the wall and hook the sticky Ninja Star on the Splat Launcher. Then load, stretch, aim, and shoot to defeat Shredder and the Foot Soldiers. The set comes with a Splat Launcher, three sticky Ninja Star shots, and a hanging Strike Zone target. Clean the Ninja Stars with warm water. Splat Strike will also be available in Ultimate Spider-Man.
Winning Moves to Re-Release Classic Games Hobbiton
Wrebbit to Recreate Middle-Earth
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rom Big Ben to the Taj Mahal, Wrebbit Puzzles, Inc., is developing and producing new Wrebbit3D puzzles of architectural wonders from across the globe. In addition, just in time for the release of the film The Hobbit: An Unexpected Journey, Wrebbit3D puzzles will introduce architectural marvels straight out of Middle-Earth for fans to create in their own home. The puzzles include Isengard Orthanc Tower, Hobbiton, Edoras Golden Hall, and Citadel of Minas Tirith. More Wrebbit3D puzzles based on The Hobbit trilogy will be created over the next two years.
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new spruced-up Yahtzee, from Winning Moves Games, will feature the same styling as the original game. It will include a dice cup with an aluminum rim, five dice, a score pad, bonus chips, a storage tray, and an instruction sheet. The game is designed for two or more players ages 8 and up. Winning Moves will rerelease Classic Sorry, and the revamp will include instructions for Partnership Sorry, Point Sorry, and Sorry for One. The game will come with a heavy-duty bi-fold game board featuring original artwork, 16 Sorry pawns, and a deck of 44 cards. The game is designed for one to four players ages 6 and up.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Stack It Up with Speed Stacks
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peed Stacks, Inc., will introduce new products for the hand-eye coordination game known as sport stacking, including the Speed Stacks StackPack. The StackPack includes a set of 12 Speed Stack Cups in one of four assorted colors; the Stackit Timer, which doubles as the cup carrier; a StackMat; a Stack Fast Training DVD; and a Stack Fast Instruction Booklet. Speed Stacks Competition Cups comes with a set of 12 cups, the patented Quick Release Carrier, and training materials. Sport stacking has been shown to improve performance in sports, playing musical instruments, and even with reading and math.
Tokidoki Characters Expand
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odoki introduces a new line of characters. On Earth, Donutella was excited to find sweets and treats to fuel herself and her friends and she decided it would be much better to start a sweet colony here and invite all of her friends from back home. Donutella and Her Sweet Friends Mini Plush are 4inch plush toys that will be available in a blind box counter display. Phonezies phone accessories will come in 11 new characters from Unicornos Series 2.
PlayWow Encourages Role Play
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he Giant Peek ’n Learn Tunnel, from PlayWow, encourages toddlers to explore and crawl. It features fun animal characters including Lenny the Lion, bright colors, and is soft yet durable enough to withstand hours of imaginative play. It also includes two windows for peek-a-boo fun. The Giant Peek ’n Learn Tunnel is easy to inflate and wipes clean. It is appropriate for 12 months and older. Pretty Princess Castle Play Set is the perfect size for little princesses. This pink and purple inflatable castle features four turrets and fun graphics. Whether it’s indoor or outdoors, this kid-sized castle is designed to inspire hours of imaginative play for kids 3 years and up. It comes with a princess skirt, a tiara, a magic wand, and foot pump for easy inflation. Pretty Princess Vanity is an activity center for little princesses 3 years and older. It includes two plastic accessories so little ones can brush and curl their hair. The Soft Sports Soccer Set is the perfect size for aspiring soccer players. Featuring Lenny the Lion and fun, bright colors, this inflatable soccer set can be used indoors or outside. It includes one inflatable soccer ball and is ideal for taking on-thego. It is designed for ages 18 months and older.
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Fall Toy Preview2012 Buffalo Games Tests History Knowledge
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hronology, from Buffalo Games, is a game about putting famous and fun events into a timeline. There’s no need to know specific dates, just the correct sequence. In this game, the first player to create a timeline of 10 event cards wins, and with more than 850 events and facts, the combinations are endless. So you think mayonnaise was invented after the telephone. But was it before or after Lincoln’s Gettysburg Address? Was Seinfeld’s series finale before or after Dolly the sheep was cloned? Guess right about where the event falls and your timeline grows, but a bigger timeline means it’s tougher to correctly place the next event. Chronology is expected to be released in January to the mass market and comes in three color options. The Escapes puzzle series features picturesque hideaways in 1,000-piece puzzles. Each scene is paired with premium thick paperboard. The first puzzles of the series will feature images from contemporary artist Chuck Pinson, a newly acquired license for 2013. Buffalo Games’ new 3D puzzle series, 3D Brilliance, uses lenticular printing to achieve the illusion of depth and movement as the puzzle is viewed from various angles.
Moose Toys Expands Micro Vehicles
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oose Toys is expanding its line of vehicles and collectibles with the introduction of series four of The Trash Pack, its line of trash-inspired collectibles, and with the expansion of its line of micro vehicles, Micro Chargers. New and innovative track sets let kids perform even more electicfying stunts.
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Poof-Slinky Introduces Yuck-O Industries
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oof-Slinky introduces Yuck-O Industries, a new Ideal brand with three new kits. Make Your Own Goof and Spoofs lets kids freak out their friends. The kit includes all kids need to conduct 12 hilarious pranks, including itching powder, foaming at the mouth, a severed finger, and more. The Make Your Own Scars and Scabs kit includes everything needed to create seven special effects, including gross skin, scary scars, and oozy blisters. The Make Your Own Body Gross Outs kit includes all kids need to create eight revolting activities, including slimy snot, stinky farts, and more. Poof-Slinky introduces three new Scientific Explorer items. Grow Colossal Crystals allows kids to grow dazzling crystals in their own lab. Motor Boat Madness is a set that allows kids to wire an electric bell and buzzer, build a powerful motor boat, and build a telegraph machine. Electrified Energy gives kids an opportunity to build their own solar lab, make an electric burglar alarm, and cook an egg in a solar furnace.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Amav Expands Art Lines
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mav Enterprises has a new range of easels for budding artists. Amav’s simple 3-in-1 Art Easel can be used for painting and drawing, and has a wipe-on and wipe-off surface and a chalkboard. It includes a variety of art materials. Amav also introduces its Fold ’n Go Easel for portable art fun. It is packed with art supplies, including a magnetic surface for letters and numbers. The 5-in-1 Two-Sided Easel includes a roll of art paper, a chalkboard surface, a wipe-off surface, and a magnetic board. The 8-in-1 Flip ’n Glow Battery Operated Easel is a reversible and foldable easel that fits on children’s desktops and provides eight different activities. The patented LED drawing board includes seven interchanging colors and patterns. The easel also includes 3D glasses. Glow Pad is a portable art pad with seven color-changing LED lights. The drawing surface is erasable and can be wiped clean with a cloth. It comes with two special wipeoff markers and instructions. The Glow Phone works similarly to the Glow Pad, but is intended for portable doodling. No Iron Beads will launch in three themes—Princess, Pirate, and Butterflys—and allows kids to create safe bead art. The set includes 1,000 assorted colored beads, four pages of pre-printed design templates, and a brush. The beads require no ironing, unlike similar sets. Simply wet with the paint brush once the beads are set on the design template. The beads are glued into place once the water dries, so there is no mess and no risk of injury. Once dry, the child has beautiful artwork that can be proudly displayed.
Ohio Art Unleashes Bottle Brain
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hio Art introduces Bottle Brain, a toy that allows kids to customize and repurpose bottle caps using the four included stickers. Under the Bottle Brain’s cap is a secret compartment containing its brain, where kids can store secret items. Bottle Brains can be mixed, matched, collected, and traded, as well as used to play tons of games. Bottle Brain includes four stickers, a stunt cap, a brain eraser, and a carabineer.
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Wiggles 3D Lends a Hand
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ingertips, from Wiggles 3D, is a deck of handshaped cards with similarly shaped packaging. Three games in one, Fingertips has finger-puppet inspired characters on the cards. This colorful deck features lions, penguins, monkeys, and many other familiar animals. The game features different ways to build matching skills, hand-eye coordination, and memory skills for ages 3 and up. Games can be played cooperatively or competitively to match the children’s skill levels and needs. Kids ready to play for speed can rush to make matches quickly, while children who are at a social stage can play at a more relaxed pace.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 ThinkFun Puts the Fun in Learning
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n Daily Puzzle, from ThinkFun, players flip, stack, and rotate the 10 puzzle tiles to create today’s date. The top row of tiles creates the month and the bottom row creates the day. It’s 365 puzzles in one and works year after year. Learn sight words while playing the popular game of Zingo in Zingo Sight Words. Learning and mastering sight words is a key step in becoming a successful, fluent reader. The Math Dice Tournament Kit contains instructions and materials to hold a tournament with 12 to 18 students and additional math-based games and training sheets. ShapeOmetry is a fun way to develop spatial, abstract, and quantitative reasoning skills. To solve the puzzle challenges, stack green pieces on top of blue pieces, or vice versa, to create identical shapes. Through hands-on play, students build key skills, strategies, and mathematical understandings, such as part-to-whole relationships.
The Wish Factory Joins 1D Mania
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Skyrocket Lights Up the Night
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rom Skyrocket Toys, the innovative and eye-catching Fuze bicycle accessories offer more ways to stylize bikes. The updated Wheel Writers, which mount directly on bike wheels and display images and patterns as the wheels turn, now allow riders to upload their own images and text messages to be showcased by the super-bright computercontrolled LEDs on the bike’s wheels. The Illumivor line of glowing radio-controlled predators is expanding with new carnivorous creatures. Mechanized and menacing, Illumivors feature realistic sound effects and synchronized light effects that mimic the movements of the creature.
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he Wish Factory brings fans a little closer to One Direction with the 1D Stage Dioramas. Each of the 9-inch tall dioramas features a different member of the band standing on stage. Fans can collect and connect all five band members to create a scene right out of a concert. The 1D Braided Bracelet lets fans show their 1D loyalty with charm attachments featuring band members, group shots, or the 1D logo. Mix and match to create a one-of-a-kind accessory.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Delta Knows Kids’ Furniture
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eaturing a more compact size and fanciful designs, Bachmann’s new Li’l Big Haulers electric trains are a great way to introduce the world of model railroading to kids. Choose from three different ready-to-run electric train sets—Fast Freight, Short Line Special, and North Pole Express—that include a steam locomotive with operating headlight and tender, brightly-colored freight or passenger cars, hook-and-loop couplers on all cars, a 4-foot by 3-inch steel alloy track (12 pieces), and a power pack and speed controller. There’s also a full selection of colorful separatesale Li’l Big Haulers locomotives with tenders, tank engines, hoppers, tankers, coaches, baggage cars, and cabooses.
ittle ones can practice their handiwork with the Cars Tool Table, from Delta. Equipped with a plastic hammer, wrench, and screwdriver, this table creates a “puzzling” work environment; it contains a wooden puzzle of a car. Budding artists will be inspired by Disney’s Cars characters featured on the sides of the Cars Easel Desk and Ottoman. The ottoman serves dual purposes as a chair and as extra storage.
Jazwares to Release Yo Gabba Gabba! Line Imperial Releases Gummy Launchers
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he Splat X product line, from Imperial Toy, features three different launchers—the Smack Shot, Sly Shot, and Thumb Shot—which propel two kinds of gummy ammo, known as the Performance Strike Shotz and Sticky Strike Shotz. The Performance Strike Shotz will launch up to 100 feet and make a whistling noise as it flies through the air. The Sticky Strike Shotz will launch up to 75 feet and stick to any hard surface and then slowly crawl its way down. The Zooma Splat X Smack Shot is a bright colored launcher that propels the two kinds of gummy ammo. It is shaped like the opening of a shark’s mouth and has a built-in LED target locator for aim control.
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n addition to expanding its Lalaloopsy, 1D, Plants vs. Zombies, Fruit Ninja, and Scribblenauts lines, Jazwares, Inc., will release its Yo Gabba Gabba! toy line, based on the preschool series. The line will include 3-inch figures, a boombox playset, plush, pull-back vehicles, and a microphone. The line is set to release next spring.
SEPTEMBER/OCTOBER 2012
Get Growing with DuneCraft
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ight Cube, from DuneCraft, includes 15 powerful micro LEDs. Red lights promote flowering, blue lights foster foliage, and together they result in overall beautiful growth. The Light Cube plugs into any USB port or into your computer. DuneCraft is adding two more varieties to its Seed Bombs line, including Deer Mixture Seed Bombs and Wild Game Seed Bombs. Just drop a bomb to get plants growing. Everbearing Strawberry Hydro-Dome now lets kids grow strawberries hydroponically. This deluxe kit includes everything needed to get you growing your own tasty treats. New and fascinating science headers include Dynamite Dinosaurs, Fabulous Flowers, Silly Sea Horses, and Water Marbles. All these mysterious polymers will grow in water right before your eyes.
SEPTEMBER/OCTOBER 2012
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Fall Toy Preview2012 It’s Girl Time with Smart Zone
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mart Zone (HK) Ltd., will launch the Girl Time brand, a new line of dolls. The Girl Time brand is designed to reflect special moments in little girls’ lives. Magical Color Fun Girls have features that change color with cold water. The newest edition in the series includes two dolls participating in the National Breast Cancer campaign, with a percentage of sales being donated to National Breast Cancer Awareness. The Accessorate line allows girls to bling-out their doll’s accessories. The Baby Collection is all about nurturing. The Imagination line lets girls role play along with their dolls. The I Love Horses line will feature a 10-inch doll and her horse. More Girl Time products are to come next year, including Girl Time Beautiful World of Dolls, a line of multi-cultural dolls that will be supported by an interactive website and apps for little girls and parents that focus on food, language, hair, and fashion-inspired play.
The Orb Factory Crafts a Cupcake
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he Orb Factory introduces the PlushCraft Cupcake Pillow. The 325 fabric pieces, seven button connectors, jewel kit, stylus punch, and insert can be fashioned together to create a plush cupcake pillow with no mess. With My First Creative Collage Birds, kids can create collages of adorable birds balancing on telephone lines, dancing in the rain, and more. Younger children can match colors and textures to easily create their designs. Included are three designs with stick-back templates, three plastic hangers, two bags of pompoms, one container of foam, and two bags of glitter.
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Uncle Milton Is Playing with Fireworks
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ncle Milton has expanded into a full line of Fireworks-inspired toys under its proprietary Fireworks Light Show brand. The toy line allows kids to create their own safe and creative light and sound experiences that light up the sky and walls. New products for next year include the Screamin’ Sky Weasel, the Whirlwind Ground Flower, and the Cyclone Pinwheel. Uncle Milton is launching new products under its In My Room brand. The expanded line of Nat Geo Wild toys, games, and puzzles will continue to get kids closer to animals in the wild. There are also plans of new releases under the Star Wars Science brand to coincide with Star Wars movie releases next fall.
SEPTEMBER/OCTOBER 2012
Aurora Knows Plush
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ita Sweetie, from Aurora, is a super soft dachshund with endearing eyes and a red ribbon at her ear. She is part of Aurora’s Valentine’s Day array of gift options. Raggedy Ann will be offered in 12-inch and 16-inch sizes. She wears a pretty heart print dress with a Peter Pan collar. Her white cotton apron is adorned with a gingham heart appliqué, embroidered detail, white eyelet trim, and the traditional Raggedy Ann text. The design has been embellished with pink satin hair, an apron, and pantaloon bows. Raggedy Ann features the traditional I Love You heart embroidered on her chest. Pammee, from Aurora’s YooHoo & Friends line, comes wearing a pink oversized bow and pink rhinestone at her heart. Squeeze the 5-inch and 8-inch sizes and she’ll give you a smooch. The 16inch version will also be available for Valentine’s Day. The I Love You Big Time elephant plush is fashioned in a silky-soft two-tone material. The oversized ears and a playful heart print complement the soft fabric. He’s available in three sizes. These items are all for ages 18 months and up.
SEPTEMBER/OCTOBER 2012
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Fall Toy Preview2012 Asa Products Puts Tots on the Go
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he 2-in-1 Mobo Tot, from Asa Products, is an ergonomically designed cruiser for toddlers ages 2 to 5. An easily detachable and adjustable parental push bar with a waist-high, comfortable grip allows parents to participate and increases safety. The cruiser also includes a foot rest for times when the rider is pushed along by the parental push bar. The Mobo Mini, with its adjustable frame, grows along with toddlers. Its steering system and versatile ride increase physical activity and aid in the development of hand-eye coordination and muscle strength. Sturdy material, a safety flag, and a chainless chassis ensure safety. The comfortable seat and “never-flat” rear tires guarantee comfort and reliability. The Mobo 360 Degrees LED Light Helmet is equipped with a microshell, bugand heat-free meshes, bottom fabric shell, and a roll cage that increases the strength of the helmet. A special ventilation design with 19 functional vents and stainless steel mesh actively flushes the warm air out of the helmet. The rotary position system allows riders to easily adjust the size of the helmet. The helmet includes an in-mold, embedded 2-in-1 Mobo Tot LED light with 360 degrees of optic fiber to provide added safety.
Fashion Angels Gets Colorful
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ashion Angels Enterprises is expanding on its branded products, including all-new additions to its Mattel product lines for Barbie, Monster High, and Hot Wheels, as well as for Project Runway, and MGA’s Lalaloopsy. Fashion Angels Color Rox Hair Chox will emphasize branded craft kits, including new Color Rox Hair Chox colors and hair accessories. The company has dozens of new Tapeffiti patterns, including exclusive mass-market designs, along with Tapeffiti style guides and decorating kits. Fashion Angels will place an emphasis on its licensed line for Project Runway with more advanced style and design kits that will increase the suggested age range through the teen years.
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Cardinal Expands Co-Branded Games
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n its growing relationship with Mattel, Cardinal will launch retro games such as Toss Across, Tip-It, and Rebound. Some of these games will also be co-branded with licenses to add a different face to these classic titles. This is in addition to Cardinal’s line of cobranded Uno games that are available to the specialty channels in innovative and unique packaging. Barbie, Monster High, and Hot Wheels games and puzzles are standouts in this new line with interactive puzzles and compelling game play. Cardinal will work with Hasbro to bring many of its brands into new categories. Brands such as Mr. Potato Head and Play-Doh will now be interactive puzzles. Cardinal will re-launch the Big Ben Puzzle line in an Artists series that will feature new and noteworthy artists. Puzz 3D, the line of 3D puzzles known for its detailed replication of renowned icons, will now be part of Cardinal’s line. The first introductions will include an iconic version, a Disney version, and a Star Wars version.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Douglas Has Style
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ne of four new styles, the Dachshund Ruffle Sak, from Douglas, is trimmed with hot pink fur, and features satin ribbon accents with diamond jewel heart embellishment. The black and white dachshund print flashes bright in contrast to the pink accents. The handles and middle ruffle coordinate with a dainty polka-dot print. The bag is 8-inches wide. Douglas extends the Christine Clarke Collection with new designer fashion accessories. The Douglas Shoe Sillo is a shoe-shaped sak made of multi-colored fabric with coordinating ruffles and embellishments in The Douglas Shoe Sillo black and white gingham and hot pink polka dots. The shoe is a working purse with room for all the usual essentials, a plastic zipper enclosure, and a shoulder strap. The bag is 8-inches wide and 10-inches tall.
Diggin Introduces Wobble Deck Extreme
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he Wobble Deck Extreme, from Diggin, is an electronic balance challenge with four fun games that test the body and mind. The games include musical statues, memory match, music maker, and copy wobble. Features of the Wobble Deck Extreme include a detachable base for handheld play and the ability to hold up to 200 pounds. Wobble Deck Extreme is for ages 5 to adult.
Dress Up with Rubie’s
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he Hotel Transylvania Costume Collection, from Rubie’s Costume Co., is available for this Halloween season. The Hotel Transylvania Costume Collection includes Mavis, with a dress, tights, and a wig; Dracula, with a shirt with printed belt, pants, a cape, and a mask; Zombie Bellman, with jacket, pants, and a mask; and Frank, with jacket with attached shirt front and tie, pants, and a mask. All are available in child sizes small, medium, and large. Skylanders Spyro’s Adventure comes to life with the Skylanders Spyro’s Adventure Costume Collection, based on the video game and toys. Costumes are available this Halloween season in child sizes small, medium, and large. The Spyro costume includes a jumpsuit with attached shoe covers, wings, and a mask; the Trigger Happy costume includes a jumpsuit and a mask; and the Gill Grunt costume includes a jumpsuit and a mask. Rubie’s also introduces the Cherry Jam costume, which includes a Spyro, from the Skylanders Spyro’s dress, headband, and leggings. Strawberry Shortcake’s glitteriest Adventure Costume friend will be available in child sizes toddler, small, and medium. Collection Dracula, from The Hotel Transylvania Costume Collection
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SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Berg Toys Gets Kids Outdoors
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OOV, a line of full-sized construction toys from Berg Toys, encourages creativity, teamwork, problem solving, and exercise. Allowing kids to build whatever they want, MOOV includes rubber o-rings, wheels, axels, and other parts with easy-tofollow picture instructions. Keeping it kid-friendly, no tools are required for construction. In addition to MOOV, Berg Toys also encourages outdoor play with a variety of go-karts and balance bikes sold in more than 40 countries, including the U.S.
Zoobies Glow and Recharge Dino Club Croquet Set
Manhattan Toy Delivers Prehistoric Fun
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ino Spikes Ring Toss, from Manhattan Toy, makes for creative dinosaur play. The Dinosaur Ring Toss game features three colorful wooden dinosaurs that fit together to create three different dino ring-toss stands. The set includes six color-coded rings for tossing and three dinosaur-shaped ring toss stands. The Dino Club Croquet Set is a prehistoric twist on the classic game of croquet. The set includes three dinosaur shaped arches, two padded wooden balls, and two wooden mallets. The Dino Doodle & Draw is an easy-to-build wooden dinosaur pal activity that doubles as a chalkboard. The dino features a chalkboard on one side of its body. The set also includes a 10-piece chalk stick container. With the Zoo Winkels Lion, the award-winning Winkel has a new look. The pliable rattle has colored plastic swirls and curves and can be refrigerated, turning this easy-tograsp toy into a cool and soothing teether. Likewise, Manhattan Toy is adding Zoo Winkels Owl to its Winkel lineup.
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oobies will unveil the new Glow-in-theDark Zoobies. Using new technology, this line of Zoobies features soft fabric that glows in the dark and is recharged by natural or artificial light. Zoobies will also introduce a new patent-pending concept for its Blanket Pets, in which the blanket comes out from behind the head, eliminating the need for zippers and adding to the transformation qualities of the Blanket Pet characters.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Zydeco Introduces FlopJox
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loppets, from Zydeco Studios, are a clever, cute, and customizable collection of characters kids can attach to fingers, backpacks, flip flops, shoe laces, or other accessories. FlopJox are the newest addition to the Floppets line, and features aggressive-looking sports-themed characters. The line includes a baseball, basketball, hockey puck, football, soccer ball, and more. Munchkin Monsters are also new to the Floppets line, featuring nine monster characters complete with antennae, ghoulish grins, and silly eyes. Floppets are flexible, versatile, and provide a way for boys and girls to express their individuality. Each Floppets has a versatile connector and Velcro tether so kids can attach them to almost anything. Floppets can be linked together by simply connecting their tethers, creating instant wrist bands, rings, anklets, and necklaces.
FlopJox
Pinypon Takes On the Ski Slopes
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he Pinypon Fairies Assortment,from Famosa, lets kids mix and match outfits, accessories, hairstyles, and wings for endless combinations. Each Pinypon Fairy comes with a magical unicorn friend. The Pinypon Snow Collection includes a Ski Chalet, Ski Lodge, and Car & Tow to take Pinypon friends and pets around the snowy mountains. Pinypon Friends can ice skate, ski, ride a snow mobile, build a snowman, and warm up in the lodge. The collection includes the Fun in the Snow Figures Assortment and the Figures & Pet Gift Set, along with winter gear. Nenuco Buggy Bites is so sweet that the bugs just love to bite her. Keep the bugs away by applying magic ointments and chasing them off with a fly swatter. My Little Nenuco Travel with Me has her own special car seat. Buckles keep her safe, and her bottle keeps her happy. The Nancy Goes for a Stroll with Baby Sister Set features Nancy, a great big sister who loves spending time with her little sister. Nancy loves to get her baby sister dressed and ready for a fun stroll outside. The stroller has a secret compartment for storage and converts to a baby carrier. The set also includes their pet rabbit, Princess, as well as a backpack, hair brush, mirror, changing accessories, and feeding accessories for both Baby Sister and Princess. Nancy can dance and play sports with the Nancy Pink Sports Assortment. The Nancy Ballerina doll is articulated, poseable, and wears a pink leotard, dance skirt, tights, leg warmers, ballet slippers, and a headband. The set also includes realistic ski and equestrian attire. Nancy Pink Sports Ballerina Doll
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SEPTEMBER/OCTOBER 2012
Walthers Has a Need for Speed
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he battery-powered Steer’n Race Road Racing and Turbo Challenge Battery-Powered Slot Car Sets turn races into high-speed action. The Steer’n Race Road Racing Set includes two racing cars, tearing up more than 8.5-feet of colorful track. Two steering wheel controllers feature easy-to-use speed braking controls and action sounds. The Turbo Challenge Slot Car Set includes track oval with two tricky crossover tracks, two speed controllers, guardrails, and a sheet of colorful stickers to customize the cars. For railroad fun, the Li’l Smokey Express Battery-Powered Steam Passenger Set, Animal Trackers Circus Adventure Train, and Salute to America Diesel Electric Train Set provide different ways to play. The Li’l Smokey Set assembles in minutes with no wiring or electricity needed. The Animal Trackers Circus Adventure Train brings the circus to life with 269 pieces, including a mountain tunnel with motion-sensitive sound. The Salute to America Diesel Electric Train celebrates America’s colorful railroad history.
SEPTEMBER/OCTOBER 2012
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Fall Toy Preview2012 Green Toys Offers Eco-Conscious Play
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reen Toys is expanding its line of 100percent recycled plastic, dishwasher-safe toys. Green Toys are BPA-free and contain no phthalates, PVC, or external coatings. The red and blue Rocket features a main booster and three auxiliary fin boosters; two astronaut figures sporting molded spacesuits, helmets, and dual-tank backpack detailing; and a large door that flips down to double as steps into the main cavity. The detachable nose cone capsule has its own door that opens to reveal buttons and dials. The deep orange Tractor features chunky, go-anywhere tires and a detatchable rear trailer. The tractor is safe and versatile and contains no metal axels. The Ferry is a teal and white two-story bouyant vessel featuring a slide-out ramp to load up the spacious bottom level, which accommodates up to four Green Toys Mini Vehicles. The open top deck has two benches on each side, as well as 11 windows looking down into the main level. The Ferry comes with two Mini Fastback Cars.
Wooky Lets Kids Create
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he Block Crayon Color & Stow Farm, from Wooky Entertainment, is a farm-shaped storage case with a red roof that contains 18 Block Crayons and a 25-foot roll of illustrated paper. The farm’s roof features stacking nubs for creative building, and all pieces stow away in the case. Mathable Classic helps reinforce a range of useful math skills while delivering hours of learning-focused fun. Designed for two to four players, Mathable challenges players to use basic equations to achieve the highest score. Players do simple math operations—addition, subtraction, multiplication, and division—by crossing numbers on a game board. The Style Me Up! Romantic Scarf is a colorful scarf kids create using a knitting loom and hook, rainbow-colored yarn, soft yarn, and ribbons. The kit also comes with rhinestone stickers and color instructions.
World Tech Launches Unbreakable Chopper
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orld Tech Toys introduces the Nano Hercules Unbreakable Gyro 3.5CH RTF IR Helicopter. The helicopter has a strong polymer frame, which can take up to 200 pounds of force. Step on it, stomp on it, kick it, or crash it; the Nano Hercules Unbreakable Helicopter will keep on flying. This helicopter also comes with a built-in gyroscope, making it easy to fly and maneuver. It features a coaxial rotor, a single rear rotor for precise movement, and a gyro for increased stability whether flying or hovering. It can go forward, backward, up, down, left, right, and hover. The Nano Hercules Unbreakable Helicopter is an indoor helicopter and is ready to fly with no assembly required.
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SEPTEMBER/OCTOBER 2012
Fall Toy Preview2012 Magic Feather Game Encourages Imagination
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agic Feather, the newest board game from Wiggity Bang Games, for ages 7 and up, encourages role play and imagination. Players take on the role of one of eight neighborhood animals. They compete in any one of six “stories” that take players through an imaginary town based on the creator’s own neighborhood of South Park in San Diego. Players must collect a Magic Feather and stay one step ahead of the crazy crows while moving around the neighborhood and acting out scenarios, such as pretending to be a cat that swims, making up a story about his or her breakfast, or getting another player to laugh without saying a word. Designed to be played by the whole family, Magic Feather provides a face-to-face activity that encourages creativity and imagination; develops reading, counting, and map skills; and exercises the sense of humor.
Talking Friends Apps Come to Life
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ound n Light Animatronics Co., has been named animated plush toy licensee for Out Fit 7 Ltd.’s Talking Friends collection of apps. Sound n Light will transform the animated characters, Talking Tom the Cat and Talking Ben the Dog, into fun, interactive feature plush set to hit retail this holiday season. When kids talk to the cuddly plush Talking Friends favorites Tom and Ben, the plush will record the messages and speak them back in their own signature funny voices, just like the app. Also in the works is a plush Tom that purrs and sighs with kids’ every poke.
International Playthings Expands Calico Critters Line
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he Calico Critters Ice Cream Truck play set, from International Playthings, includes a truck and tasty treats to feed Calico Critter families and their friends. The Calico Critters Burger Café includes more than 50 furniture pieces, food, and accessories. Create a Calico Critters world by connecting the Oakwood Home, Burger Café, and Luxury Townhome sets together. The Hello Kitty infant line includes plush baby toys designed for newborns and infants. Hello Kitty rattles, teethers, plush friends, blankets, and fabric books have crinkle and soother surprises for baby to discover. An activity cube, Tummy Time Mirror, soft blocks, and an interactive play mat help baby achieve developmental milestones. Earlyears, a line for baby’s first year, is a plush collection featuring woodland, jungle, and farm themes. The products focus on key developmental milestones for babies newborn to 12 months. The Cozy Cuties doll line includes baby bath dolls and tubs, soft body plush dolls, strollers, carriers, and changing mats—everything children need to take care of their baby dolls.
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SEPTEMBER/OCTOBER 2012
Fall Toy Preview 2012 Spin Master Expands Air Hogs Line
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ids can perform gravity-defying stunts like loops, corkscrews, and banked turns with Sky Stunt, from Spin Master. Kids can also compete in aerial combat with the Saw Blade. The R/C helicopter has a five-disk payload and can blast up to 30-feet in single or rapid-fire bursts. Both toys are for kids ages 10 and up and are part of the Air Hogs line. From the Nano Speed Riderz line comes the smallest, fastest Nano Speed Motorcycles yet. Spin Master will also introduce the Moto Meltdown Track Set with exploding tower and the 4-in-1 Twisted Fury Track Set with four configurations to loop, race, spiral, and crash. All toys in the Nano Speed Riderz line are for kids ages 6 and up. With the Color Changing Squishy Baff, kids ages 5 and up can turn water into colorful goo and then back again. This non-toxic, biodegradable Baff doesn’t leave stains or residue and it easily goes down the drain. For fun in the kitchen, kids ages 6 and up can make Cake Pops for any occasion. Kids can “cool bake” sprinkly cake pops in various shapes, including squares, hearts, cupcakes, and flowers. Nano Moto Meltdown Tower, from Spin Master
The Maya Group Adds a Splash of Color
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olorSplasherz, new color-changing jewelry from The Maya Group, allows kids to design with water or ice. Featuring vibrant color-change technology, ColorSplasherz jewelry changes color by dipping, splashing, or painting with ice or water. If you need a new color or style, just splash again. The ColorSplasherz Ice Station includes an ice pen for fine design and an ice tumbler for creating abstract marbled effects. New in hydro technology, Xploderz XGrenades release safe ammo on impact. Xploderz XGrenades come in a pack of three grenades and 500 Xploderz ammo.
SEPTEMBER/OCTOBER 2012
Dragon-i Toys Goes Infra-Red
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nimotion, from Dragon-i Toys, brings kids’ favorite animals to life with infra-red controlled technology. Toys include a fierce crocodile, a slithering snake, and a cuddly puppy, each with its own sounds and movements. Dragon-i Toys also brings new play to the Moshi Monsters property. Kids record their message into one of the four Moshi Monsters Messenger Balls— Black Jack, Ned, Pirate Pong, and Mustachio—and then toss it to their friends. The Moshi Monster will repeat the message in a fun, high-pitched voice. Dragon-i Toys has also acquired the global license for Out Fit 7 Ltd.’s Talking Friends toys. The plush products will feature fun talk-back functionalities in the same recognizable voices of the characters, as well as sensors spread over the body to allow for playback of the sounds that appear on the apps.
Fall Toy Preview2012 Basic Fun to Reintroduce Fisher-Price Favorites
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asic Fun will re-imagine and reintroduce the Fisher-Price View-Master. Features of the revamped View-Master include vivid graphics, a new internal design that provides a 50 percent brighter and larger image, smoother operation, and an enhanced reel package with a focus on 3D adventures. The new View-Master will focus on interactive storytelling with 21 images that tell a story on each “page.” Bop It! XT Handheld is the newest addition to Basic Fun’s line of handheld electronic games. The pocket size version features all six of Bop It! XT’s commands—“pull it,” “bop it,” “twist it,” flick it,” “spin it,” and “shake it.” Kids must keep up with the tempo or else the game is over. Bop It! XT will be available next fall. Basic Fun will also introduce Mini Electronic Board Games featuring Monopoly, Candy Land, and Trouble. These electronic takealong games combine real board games, for kids 3 and up, at a low price point. Basic Fun will reintroduce Simon, the classic electronic memory game, with a sleek new look and new features. Simon challenges one or two players by requiring them to memorize hypnotic light patterns and sound sequences. Basic Fun will be adding other recognizable classics to its FisherPrice Classics line. Puffalumps, originally launched in 1986, are cuddly, soft animals available in both 16-inch and 10inch sizes. The Fisher-Price Play Desk allows parents and children to learn together using letters, numbers, stencil cards, as well as chalk and an eraser. Everything stores inside the desk.
Techno Source Goes Glow Crazy
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echno Source will introduce new line extensions for its Glow Crazy brand. Techno Source plans to unveil new activity kits that allow kids to draw, write, and play games in the dark through patented laser and LED light technologies that activate special glow doodle surfaces. The kits will include new multi-feature glow tools that will allow kids to create with light anywhere. The innovative technology will be used in Battle Lights, a new line of laser tag toys that use real, but safe, lasers for glow-in-the-dark combat.
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Improv Electronics Unveils eWriters
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oogie Board eWriters, from Improv Electronics, are tree-friendly, electronic alternatives to paper and pens that use Reflex No Power LCDs as their writing and drawing surface.
SEPTEMBER/OCTOBER 2012
Fall Toy Preview 2012 Tek Nek Toys Unveils touchTAB
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he Encyclopedia Britannica Kids touchTAB, from Tek Nek Toys, is a lightweight, tablet-style learning system that can be used at home or on the go. The touchTAB comes packaged with the Magnificent Mammals Content Pack, featuring the mammals of North America, Africa, and Australia. Each interchangeable content cartridge contains more than 200 facts and questions to keep kids ages 5 and up entertained. Kids first learn facts, then test their knowledge in the Challenge mode to unlock three levels of content. No Internet connection is required. There are two volume levels. A free 90-day Encyclopedia Kids Online Membership comes packaged with the touchTAB. Additional content packs are sold separately and cover subjects including space, dinosaurs, ocean life, and Earth.
The Haywire Group Grows Moustache Game Line
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he Haywire Group is adding to its Ha! Ha! Moustache line with Name That ’Stache trivia cards. There are three different decks to choose from: Living People, Dead People, and Awful People. Players are given clues, from the player wearing the moustache card. Points are given depending on how many clues it takes to name the famous person. In MatchStix players have three moves to match as many images on the cards as they can. Points are earned for each card matched during a turn. Rotating a MatchStix counts as a free move. Moving it to a new location counts as one move. After the third move, the next player continues where the previous player left off. The player with the most matches wins.
SEPTEMBER/OCTOBER 2012
Lay-n-Go Goes Lite
Innovation First Customizes the Road
he Lay-n-Go Lite, from Lay-n-Go, is a personal 18-inch activity mat, cleanup, carryall, and storage container in one. Use the activity mat to play for hours and then cleanup, carry, or store in seconds. Lay-n-Go will also add two new colors to the original blue: orange and red.
agamoto is the first fully interactive and customizable motorized vehicle line from Innovation First Labs, Inc., targeted to boys ages 4 to 7. Tagamoto vehicles are capable of reading and reacting to codes placed on the road, making the tracks customizable. Lights, sounds, and vehicle movements are activated by the codes on the road. Users can modify their track layout and placement of the codes so that each Tagamoto driving experience is different. Tagamoto motorized vehicles are powered by patented Hexbug Nano technology.
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Fall Toy Preview2012 4D Cityscape Introduces Time Puzzles
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he USA Time Puzzle, from 4D Cityscape, allows kids to build the history of the U.S. over the fourth dimension of time. Starting with the base layer, 4D’s unique jigsaw play showcases the evolution of the country based on territorial expansion from the year 1783 forward. Next, kids assemble the second layer “modern” jigsaw map, which showcases the formation of all 50 states in a time sequence based on each state’s date of established statehood. The third layer, which is constructed using the 4D Time Poster, is where 93 of the most famous U.S. monuments and buildings are placed into the puzzle in the order that they were constructed. The puzzle includes 93 plastic building replicas and more than 1,000 pieces that depict the country as far back as 1450. The puzzle includes Arches National Park, Mount Rushmore, the St. Louis Arch, and more. The buildings fit into pre-cut holes in a traditional 2D jigsaw puzzle that form the country’s layout and Rocky Mountains. A Time Poster directing kids through time as they rebuild America’s famous history is also included. The New York City Time Puzzle recreates Manhattan’s famous skyline in 3D, spanning 201 years of architectural history. The puzzle includes 120 plastic building replicas that depict the city as it appeared as far back as 1812, through to 1971 with the addition of the World Trade Towers, and into the future to 2013 with the completion of One World Trade Center (Freedom Tower). The puzzle includes iconic structures such as the Statue of Liberty, Empire State Building, and the United Nations. The buildings fit into pre-cut holes in a traditional 2D jigsaw puzzle that form the city’s street layout and islands. Both puzzles were designed for children ages 8 and up.
Thinkway Toys Unveils Line of Licensed Electronic Toys
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hinkway Toys, a creator of licensed and electronic toys, has developed a line of large-scale R/C vehicles and figures, in addition to role-play items, based on the upcoming film Man of Steel. Thinkway Toys is also the master global toy licensee for Despicable Me 2 and it has developed a collection of electronic and non-electronic toys based on the movie’s characters. The latest addition to the Disney Pixar Cars brand, Disney Planes, will be released next fall, introducing a whole new lineup of Disney characters based on different models of planes. Thinkway Toys has developed a line of electronic R/C and flying toys based on the characters in this movie. Following the success of The Avengers film, Disney and Marvel will launch a new animated television series, Avengers Assemble, in 2013, and Thinkway Toys will develop a toy line to coincide with the new series. The company will also develop a line of electronic toys based on the characters from The Ultimate Spider-Man.
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SEPTEMBER/OCTOBER 2012
The Voice Reaching Both Trade and Consumers
CONTACT: JONATHAN SAMET OR LAURIE SCHACHT ADVENTURE PUBLISHING GROUP 307 7TH AVENUE, SUITE 1601 NEW YORK, NY 10001 TEL: 212-575-4510 FAX: 212-575-4521 WWW.ADVENTUREPUB.COM
SEPTEMBER/OCTOBER 2012
T HE D EFINITIVE I NFORMATION S OURCE
FOR THE
T OY
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G IF T M ERCHANT
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Turning Browsers into Spenders ndependent retailers have been voicing their concerns about the growing trend of “showrooming,” in which consumers browse products at a brickand-mortar store, and then purchase an item at a lower retail price online. Lowering your prices and decreasing margins is not the answer, so what is? I hate to say this, but you already know the answer. It’s all the things you’re already doing (or should be doing!) to compete with big-box retailers. First, you have to make sure you are driving traffic, because you can’t sell to customers unless they show up. Do you have a birthday club? Do you send out fliers to let the neighborhood know what new toys are in stock? If not, the holidays are the perfect time to start. Then, remind your customers why shopping with you is a better experience. Your customer service and product knowledge are out of this world. Your displays are fresh, and you keep up with the latest trends while providing customer favorites that can’t be found at mass retailers. Turn to page S6 and read ASTRA’s tips for growing awareness with consumers and driving traffic to your store. President Kathleen McHugh discusses Neighborhood Toy Store Day and how you can make sure your toy shop is top of mind for toy shopping in your area. Amazon is a behemoth. Even mass-market toy stores have trouble com-
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peting, but it’s helpful to know which products and categories are most affected. Check out the article on page 32 to see comparisons of Amazon’s sales versus other retailers. What are you doing to combat the showrooming trend? Partnering with local schools and chariJackie Breyer, ties for special shopping days? Offering play dates editor in chief where kids get to try out new toys and crafts and then beg to take them home afterwards? Let me know, and I’ll share the best ideas with our readers. Email me at jbreyer@adventurepub.com. ●
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COVER: WITH FRIENDLY FACES AND MATCHING ZIPPERPULLS, SKIP HOP’S ZOO LUNCHIES MAKE LUNCHTIME FUN TIME. AN INSULATED, WIPE-CLEAN INTERIOR KEEPS FOOD AND DRINKS COLD, PLUS AN INSIDE MESH POCKET HOLDS LUNCH MONEY, AN ICE PACK, OR UTENSILS. ZOO LUNCHIES COORDINATE WITH THE ENTIRE LINE OF ZOO PACKS BACKPACKS. TURN TO PAGE S18 FOR MORE FROM SKIP HOP. THE
SPECIALTY TOYS & GIFTS
NEWS NPD GROUP STUDY SHOWS DECREASE
IN
GIFT-GIVING
According to Juvenile Products Report: 2012, the latest report from The NPD Group, the percent of U.S. consumers who buy gifts for kids up to 2 years of age in a typical year has declined from 40 to 37 percent since 2010. However, the average price paid for new baby gifts has increased significantly. With an average spend of $87 per new baby gift—an increase of $15, or 21 percent, since 2010—grandparents are the biggest spenders for baby gifts. Excluding grandparents, those buying new baby gifts spend between $27 and $53 on a gift, an increase of between 8 percent and 36 percent depending on the relationship to the recipient. Seventy-eight percent of moms who have recently had a child created baby registries for their children, a one percent increase since 2010. Seventy percent of those buying for a friend’s child will at least sometimes buy from a registry, while 48 percent of grandparents (the group least likely to use a registry) occasionally turn to a registry for gift-giving. The mass merchants channel is the most popular for juvenile product gift purchases, followed by department stores and baby stores. Online retailers were as likely to be shopped as children’s clothing stores, but slightly below that of toy stores. Clothing and layette remains the most common juvenile products category purchased as a gift in the past year (71 percent), followed by toys (57 percent), and then books/music/video (42 percent). Diapering and laundry, and feeding have seen notable increases in the number of purchasers this year.
BLEACHER CREATURES LAUNCHES LINE
OF
DRESS-UP TOYS
Bleacher Creatures will launch a line of dress-up toys, including masks made with patent-pending technology that uses photos of professional athletes to create realistic details. Players include Tim Tebow, Derek Jeter, Bryce Harper, Justin Verlander, Eli Manning, and Troy Polamalu. Other items include a princess tiara and magic wand, allowing fans to become a New York Yankees princess or a Dallas Cowboys princess, along with hero capes, allowing fans to be a Green Bay Packers superhero or Boston Red Sox superhero. The Bleacher Creatures dress-up collection will include the National Football League, Major League Baseball, and major colleges and universities. Masks will include players in partnership with the Major League Baseball Players Association and the NFL. Products will be available at major toy stores, sports stores, stadiums, arenas, and party stores.
CALAFANT HAS NEW DISTRIBUTOR
HQ Kites & Designs USA has become the exclusive distributor for Calafant in the U.S., with first shipments of inventory to arrive in October. Calafant toys are designed in Germany and made of high-quality, recyclable cardboard. All pieces are precut and pre-punched and can be assembled without glue or scissors. Calafant cardboard toys can be painted and decorated and are sturdy enough to last for months of playtime. More than 40 different cardboard fantasies are available. Smaller Calafant play sets include colored felt pens. The Calacastle (castle) and Calacasa (house) are large enough for children to walk in, crawl in, play in, and decorate inside and out. Calafant Party Sets are party crafts that each kid gets to take home.
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LARGEST NYIGF SINCE 2009 EXCEEDS EXPECTATIONS
Strong retailer attendance at the New York International Gift Fair (NYIGF)—the largest since 2009—resulted in robust booth traffic and sales activity at the 163rd semi-annual NYIGF, held August 18 to 22 at New York City’s Jacob K. Javits Convention Center and Passenger Ship Terminal’s Piers 92 and 94. The fair utilized a total of 545,000-square feet of exhibit space across three New York City venues. The total overall NYIGF attendance of 33,000 represented retailers from all 50 states and 85 countries. GLM has announced the 2013 dates for the winter and summer editions of the New York International Gift Fair (NYIGF). Both editions will take place at the Jacob K. Javits Convention Center and Passenger Ship Terminal Piers 92 and 94 in New York City. NYIGF’s winter edition will run January 26 to 30 and will include Accent on Design featuring A+ Young Designers’ Platform; At Home featuring Home Textiles; Baby & Child; EX•TRACTS; General Gift featuring On Trend and The Museum Source; Handmade Designer Maker; Handmade Global Design; New York’s Newest; Personal Accessories featuring Details, Studio, and Tabletop and Housewares. Artisan Resource runs concurrently with NYIGF. Next summer, NYIGF’s three-year “Focus Forward” reorganization will culminate with the creation of four comprehensive market collections: NYIGF Home, NYIGF Lifestyle, NYIGF Handmade, and NYIGF New. The summer edition will take place August 17 to 21. Artisan Resource and The Gourmet Housewares Show run concurrently with NYIGF. For additional information and updates, visit www.nyigf.com.
SEPTEMBER/OCTOBER 2012
ASTRA’S INSIGHTS
Neighborhood Toy Store Day: How to Differentiate Your Store
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by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA) hat if Neighborhood Toy Store Day could help kids in your community grow up to be successful college students? Healthy, constructive play is one of the best ways for children to learn how to pay attention, follow rules, take turns, solve problems, and exercise self-control. There are fresh new findings from Oregon State University that support this point. OSU’s study found that mastery of the skills children learn while playing games as preschoolers—particularly the ability to pay attention and stay on task—are the best predictors of whether or not they will finish college by age 25. What does this have to do with Neighborhood Toy Store Day? The connection between healthy play and better outcomes for kids is yet another way to highlight the value of your store to your community. Incorporating that message into your outreach and activities for Neighborhood Toy Store Day, a program of the American Specialty Toy Retailing Association, is a great way to do it. ASTRA launched Neighborhood Toy Store Day three years ago as a new way to showcase the specialty toy difference at the beginning of the holiday toy buying season. One of the biggest points of differentiation between specialty and mass-market toys centers on play value. Children tend to play with specialty toys longer and more creatively because specialty toys are more likely to be designed around the concept of what the child can do rather than the mass-market focus on what the toy can do. Here are a few ideas for using Neighborhood Toy Store Day to ramp up your healthy play messaging: Brush up on the importance of play for kids. Visit ASTRA’s website at www.astratoy.org to refresh your understanding of the importance of play, its role in child development, and the many ways it can help children build the skills they need to be successful in school; specifically, social and emotional skills such as self-regulation, the ability to focus and remember rules, and the flexibility to get along with others. Share information about play in your outreach. Your understanding of play and its role in child development differ-
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entiates your store. Post quick facts about play on your Facebook page, tweet them, or include them in email blasts with the message “Learn more about play on Neighborhood Toy Store Day.” Use in-store communications to feature your expertise. There is no better time or place to feature your expertise about toys and play than when customers are in your store. Post facts about play in general or, more specifically, about the benefits children get from playing with each category of products you sell. Put together a one-page insert to include in shopper’s bags on Neighborhood Toy Store Day. If you have a charity partner (for example, a preschool) that can reach parents, ask them to distribute the insert to their families. All of this positions you as the community’s expert on toys and play. Reach out to local reporters or bloggers. When you reach out to journalists about your Neighborhood Toy Store Day celebration, let them know that you have expertise to share about play, toys, managing children’s holiday expectations, and selecting gifts that fit a child’s needs. Invite them to see this year’s Best Toys for Kids award winners in your store on Neighborhood Toy Store Day and suggest a story about how toys like these help children in your community build the skills they need for success. Play games in your store. Hands-on play activities are no doubt a central part of your Neighborhood Toy Store Day celebration. When you consider which activities to feature, games would be a strong choice. There are outstanding games among this year’s Best Toys for Kids award winners, and the new research from OSU gives you the opportunity to make the connection for parents between play and skills, such as paying attention, remembering rules, and exhibiting self-control. Neighborhood Toy Store Day is all about positioning your store among all the choices available to shoppers, and giving buyers a reason to shop with you. Your products, service, and level of knowledge about toys and play are points of differentiation. Neighborhood Toy Store Day is a great way to deliver that message. ●
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ABC Kids Expo 2012
T
by Sierra McCleary-Harris he time is upon is! The 10th Annual All Baby & Child, Inc., Kids Expo will be held from October 14 to 17 in Louisville, Ky. ABC Kids Expo, founded in March 2003, is a partnership of juvenile industry manufacturers and retailers organized for the purpose of promoting the children’s products industry. Currently the fastest growing trade show in the country, according to Trade Show Executive, this year’s expo will feature more than 1,000 exhibitors showcasing their newest, coolest products and services. Three themed showcase areas—Maternity Square, Modern Child, and Naturally Kids—will be set up within the Kentucky Exposition Center, where an estimated 14,000 people are expected to attend. Last year marked the first ABC Kids Expo held in Louisville. “Although I was initially hesitant about having it in Louisville, the overall experience of being there this year was so much better than Vegas. The quality of the buyers was much higher. These folks came to make purchase decisions, not just look around and decide later. That, in turn, made it a much more successful show for us. I am looking forward to going back next year,” said Sari Crevin, of BooginHead, LLC, after last year’s show. The 2011 ABC Kids Expo featured 3,528 exhibitor booths—300 of which were first-timers—and more than 12,000 attendees. There were 5,034 buyers and 201 media representatives in attendance, and more than 60 countries were represented. This year, each of the exhibitor booths will be located in one hall on the ground level and sorted according to product category, making the
expo’s layout very attendee-friendly. Major exhibitor product categories include apparel/layette, baby care/safety products, baby gear, furniture/bedding, gifts/room décor, service providers, nursing/feeding, and toys/games/books/AV. New Product Showcase The New Product Showcase, located in the main lobby for maximum exposure, will offer manufacturers a platform to introduce their newest products. On the evening prior to the show officially opening, there will be a two-hour reception held in the same pavilion. The event, which is
All photos are from the 2011 ABC Kids Expo. Above: American Baby booth; from left to right: Boon booth, Runway show, New Product Showcase, and 7 A.M. Enfant; next page: cutting the Exhibit Hall tape.
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open exclusively to independent specialty retailers and media representatives, will enable manufacturers to garner some international online publicity before the expo’s start. Naturally Kids Pavillion The Naturally Kids Pavilion showcases manufacturers of environmentally friendly products that are healthy for families and young children and that demonstrate a responsibility to the planet and its natural resources. This section of the show is juried and includes a collection of manufacturers from various product categories. Modern Child Pavillion The Modern Child Pavilion features juvenile product manufacturers that focus on contemporary design and high functionality. This section of the show, also juried, places an emphasis on originality, creativity, innovation, authenticity, and functionality. Maternity Square Maternity Square features manufacturers of maternity clothing, lingerie, fashion, and accessory items such as diaper bags, nursing slings, and nursing covers. Runway events are held within the showcase area during show hours. Check out the show’s website, www.theabcshow.com, for a complete listing of exhibitors and a Louisville city guide highlighting the local day and night attractions. ●
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At a Glance 2011 Buyers: 5,034 Sales Representatives: 499 Retail Stores: 2,102 Exhibitors: 987 Exhibit Booths: 3,528 Media: 457 Media Companies: 201 Government/Special Services/Other: 408 Total Attendance: 12,425 Buyer Countries Represented: 62 First Time Exhibitors: 275 First Time Exhibitor Booths: 300
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ABC Kids Expo 2012 The BABYBJÖRN Cradle Harmony gently rocks to help babies relax and sleep peacefully. The low height and transparent mesh fabric provide secure supervision, and the cradle is lightweight and easy to move. Suitable for babies ages 0 to 6 months, the cradle comes with a waterproof mattress cover, while the sides of the cradle are made of an airy and soft mesh fabric that is breathable and machine washable. All fabrics are tested and approved in accordance with Oeko-Tex Standard 100, class 1 for baby products, guaranteed harmless to children’s sensitive skin, and will not trigger allergies. A lightweight mesh canopy is sold separately.
BEGINAGAIN’s Scented Scoops is an ice cream party play set that smells good enough to eat. The beech wood serving tray holds six 3inch maple wood cones. Each cone can be topped with one or more of the six deliciously scented 2-inch scoops made from cornstarch bio-resin (two vanilla, two chocolate, and two strawberry). Great for role play, Scented Scoops is recommended for children ages 4 and up, is 100 percent compostable, and is made in the U.S. from plants.
The signature collection of JACK AND LILY, Originals are handcrafted in Canada with breathable, ultrasoft, premium cowhide leather and suede sole that is flexible and skid resistant. A gently elasticized ankle provides comfort while making them easy to put on and stay on. The friendly design on the upper is made with plush, ultra-soft chenille fit for a baby’s touch. These soft, skid-resistant soles encourage feet to flex and toes to grip, allowing developing feet to grow naturally. This fall, little ones will be singing a sweet tune with the new Birdy in Brown and having new adventures with the new Pirate on a Red base.
Kids may find it hard to resist the 20-inch Lots to Cuddle Babies from JC TOYS. These soft baby dolls have a variety of facial expressions, and ethnicities include African American, Asian, Hispanic, and Caucasian. Each doll is dressed in removable booties, overalls, a shirt, and a cap. Their soft bodies, with vinyl legs, make them ideal for snuggling. Lots to Cuddle Babies were designed for children ages 2 and up.
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ABC Kids Expo 2012
Everything is topsy-turvy in this monster kitchen. Kids can stir, weigh, knead, and test with Monster Bake, from HABA. Plop the glass with the colorful sugar balls in the middle of the mixing bowl. Who can help the monster bakers decorate the cakes properly? As everybody simultaneously stirs their spoons in the mixing bowl, it is not very easy to scoop out the right balls. Kids ages 5 and up will love this monstrously fast game.
Babies can enjoy hours of bath time fun with Scoop ’n Hoop Pals, from BLUE BOX TOYS. Babies aim the ball into the whale’s mouth net, which attaches with suction cups to the bathtub spout. Also new, Shape ’n Slide Pals is a 2-in-1 shape sorter and sliding rattle that adds more pleasure to bath time for babies.
Kids can take the helm of the GREEN TOYS Submarine for a nautical journey to help protect the planet. Kids can submerge it underwater to explore the terrain at the bottom of the tub, and let it resurface to scan the horizon in search of the next earth-friendly adventure. The wide, flat bottom assures no flipping or rolling once it takes on water from the portholes. This sturdy watercraft also features a spinning rear propeller, as well as the classic handle and wide-mouth opening combination for scoop-and-pour fun. The cabin can be opened for easy cleaning, and the whole vessel is dishwasher-safe. The submarine was designed for children ages 6 months and up.
CLOUD B takes its patented Twilight Turtle technology to a new form with the Twilight Carz racecar. Twilight Carz illuminates in two LED colors and is available in red, with blue and yellow options to come. During the night, the friendly-faced car projects stars and lightning bolts onto the bedroom ceiling and walls to ease nighttime fears. A 45-minute timer ensures complete darkness during the child’s deep sleep. There is also a nine-hour timer to keep the car lit throughout the night. During the day, children can take their new buddy out for a ride.
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ABC Kids Expo 2012 The new Rock ’n Table, from EDUSHAPE, serves as a play and activity table for up to two toddlers, but turn it upside down and it converts to a see-saw. Bright and sturdy, the Rock ’n Table is appropriate for both indoor and outdoor play. There is no reassembly required to convert it into a see-saw. This play table was designed for children ages 2 and up.
Pop, play, and stay anywhere with journeyBee, from PARENTLAB. The new journeyBee portable crib is appropriate for children ages 0 to 18 months and fills a need for all parents and caregivers looking for a bit of flexibility in their lives. Weighing only 10 pounds, the journeyBee comes complete with a durable outer case, handles, and comfortable shoulder straps. The journeyBee is available in multiple colors and patterns including pink polka dots, black or green with the ParentLab logo, dusty blue, and burnt orange.
BEANPATCH & CO. releases Frederik and Frida, new from Danish line Franck & Fischer’s. These cuddle toys are made from organic jersey cotton. Children can spend hours dressing Frida and Frederik before putting them to bed in their cot or sleeping bag. Additional clothing and accessories can be purchased separately.
WONDERWORLD’s line of Mini Vehicles are ready-to-roll in any game of make believe and are great accessories to add to any existing Wonderworld play set. All Mini Vehicles feature real rubber tires to cruise around the neighborhood. The collection includes the Mini Dumper, the Mini Police Car, the Mini Fire Engine, and the Mini Loader.
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The BRITAX BSafe Infant Car Seat collection features side-impact protection, with deep side walls lined with energy-absorbing EPS foam to distribute crash forces and shield the child from vehicle intrusion. It can accommodate children up to 32 inches tall weighing between 4 and 30 pounds. Removable comfort pad, harness pads, and an extralarge canopy keep baby comfortable and safe. Push-button latch connectors and an ergonomic carry handle make the seat easy to install and carry. This car seat will be sold exclusively at REI stores.
Is there a doctor in the house? With Tolo’s First Friends Rescue, from REEVES, designed for children ages 1 to 5, toddlers can enjoy nurturing role play. The In Hospital Set includes Injured Boy, Nurse, and Bed. Boy and Nurse feature moving head, arms, and legs with the recognizable Tolo “click,” plus squeakers in their tummies. The African American Nurse, Doctor, and Injured Boy can each be purchased separately as well. The First Friends Rescue line is safe for teething.
With the new I-Nursery Baby Monitor, from INTERACTIVE TOY CONCEPTS, parents can monitor baby from home or on the go using Wi-Fi or LANbased networks. The monitor features live video and voice transmitting over the Internet, night vision, built-in temperature and humidity sensors, and a loss-of-connection alarm. Parents are also able to record video or take photos from the feed using their mobile device. A noise detector allows caregivers to be notified when baby wakes. Live-voice transmission and sleep music will help lull babies back to sleep and promote relaxation.
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ABC Kids Expo 2012 PRINCE LIONHEART’s wheelybugs have a new friend, Yetitoy. The Yetitoy is a ride-on fantasy creature from a far-off land. The design is wide and sturdy, comes in a selection of bright colors, and features large button wheels made out of rubber for all-terrain use. Kids can customize the Yetitoy with a range of interchangeable accessories, including horns, ears, or a saddle. Yetitoy was designed for children ages 2 to 6 years old.
SKIP HOP’s Treetop Friends Busy Bead Tree is sure to keep children ages 12 months and up busy. Chunky wooden beads weave throughout the colorful tree, as little ones discover new pathways for birdie and friends. Caregivers can flip, spin, and slide the pieces along the branches to teach coordination.
Available in three colors, ORIGINAL BABY’s Ba is made of FDA-approved silicone and is BPA-, phthalate-, lead-, and PVCfree. Each easy-to-grasp Ba can fit bottles with neck sizes ranging from 2 to 2.4 inches in diameter. The Ba is designed to not only attract a baby's eye but also to encourage hand-eye coordination. The sphere design allows a baby to hold it without any help. The Ba was designed for babies ages 3 months and up.
MAISON CHIC introduces the Crinkle Tab Owls and Elephant Travel pillows. The Crinkle Tab Owls are 10-inch owl pillows that kids will find both adorable and fun to play with. The feathers on the front of the owl make a crinkling sound when touched. The Crinkle Tab Owls are available in pink or turquoise. The Elephant Travel Pillow is a great way for tired little ones to nap in a car seat or stroller with the neck support they need.
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ABC Kids Expo 2012 The My Secret Garden Play House, from PACIFIC PLAYTENTS, is more than 5 feet tall and is large enough for hours of fun. Made of durable 100-percent cotton canvas and 100-percent wooden poles for durability, the easy to set-up house can be used indoors. The walls feature bright designs, and there is an easy access opening and mesh window for ventilation. The playhouse also comes in its own carry bag for easy storage.
The 20-piece Wooden Puzzle, from MY KUSHKA, features the white Maltese, who thinks she’s a cat, wearing one of her many hats alongside her favorite treat: popcorn. This 8-inch by 8-inch puzzle is child-friendly and comes packaged in a sturdy, wooden frame for years of puzzle building and easy storage. Other Kushka products include books The Dog Named Cat and Kushka Visits the Zoo, a coloring and activity book, and a range of interactive ebooks, accessible through mykushka.com.
Forget the ooze and stickiness from other feeders with the Pulp Silicone Teething Feeder from Tomy’s BOON line. Babies can still eat delicious foods without the cleanup. This soft silicone teething feeder allows babies to self-feed fruits and vegetables through small holes and can be used with frozen food for teething infants. Designed for babies ages 6 months and up, the Pulp is toprack dishwasher-safe and is available in blue and orange, lime and teal, and pink and purple combos.
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The FOLKMANIS Red Panda Puppet is a solitary nocturnal creature whose real-life counterpart is listed as a vulnerable species due to habitat loss. This puppet is a friendly fellow that kids can protect and keep as their own. With its ultra soft faux fur and movable mouth and forelegs, this puppet is recommended for children ages 3 and up.
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My Pet Blankie is a roll-up plush blanket by FFD DESIGNS. This multi-purpose blanket transforms into a cute plush toy that is hugable and loveable for infants and children of all ages. The blanket is made of hypoallergenic, snuggly soft fleece that is machinewashable and stuffing free. This 2-in-1 blanket and plush toy is ideal for pets too. There are five characters: Ernie the Doggy, Elliot the Elephant, George the Giraffe, Mookie the Monkey, and Lily the Bunny.
New from HAPE, the Walk-A-Long Puppy wobbles as he walks while his tail wags. He can sit, too, just like every well-trained pup. He is made of FSC-certified wood and colored with water-based paint. Designed for children ages 12 months and up, the Walk-A-Long Puppy helps children build fine motor skills, encourages imitative and imaginary play, and promotes fantasy and role play.
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ABC Kids Expo 2012 Animal Planet Baby’s new bath line, from H.I.S. JUVENILE, includes visors, mirrors, puzzles, an activity book, a kneeling pad, a corner caddy, toy organizers, a finger puppet glove, mommy and baby bath mitts, a tub of fun (including toys, squirtees, foam stickers, etc.), and flash cards.
The Mickey Mouse Musical Bench features Mickey, his Clubhouse friends, and three instruments. The bench also comes with three fabric storage bins that fit beneath the instruments for organization. The new Cars Track Table and Ottoman Set, from DELTA CHILDREN’S PRODUCTS, is not only an activity table, but it also has a special track feature. The two holes at the top of the table lead to track ramps for toy cars. Each ottoman also doubles as a storage box.
The new Pop & Play Collection, from INFANTINO, helps parents nurture their babies from birth to the crawling stage. The entertainment system features interchangeable activity pods that parents can move around, take-on-the-go, or update with additional pods. Each product in the collection was designed with maximum use in mind to keep babies engaged and happy on the floor, in the crib, or in the car.
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The Eco Teether, from Greenpoint Brands, provides teething relief and sensory-stimulating infant fun. The Eco Teether is 100-percent toxin free and features a made-in-the-USA, plant-based biomaterial made from corn. Plant starch material from renewable, sustainable resources lessens the fossil fuel impact and other environmental impact. The fun, animal shape makes the Eco Teether easy to grip and entertaining, and is designed to soothe and stimulate sore gums.
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Children can spend hours flipping pages in the new Owl Rocker from LEVELS OF DISCOVERY. This new rocker features a poem on seat, “Give me a book and a quiet nook ’cuz reading is a hoot!” There is space beneath the seat that the buyer can customize to further personalize the rocker, and a book rack hangs over one of the arms for easy storage.
Who? The owl? That’s Who! The fun never ends with Who, a plush owl made with 100-percent organic cotton corduroy and filled with a blend of organic cotton and natural corn fiber. A new addition to APPLE PARK’s line of Picnic Pals, Who is ready to cuddle. Other picnic pals include Mischievous Monkey, Little Lamby, Cuddly Cubby, Bunny, and Ducky. The full Picnic Pal collection comes with The Apple Park Picnic Pals book, a freestanding double-sided recycled cardboard tree, and a silk gingham picnic blanket.
MAMAS & PAPAS’ Tummy Time Activity Toy helps to encourage baby’s healthy development through physical play. This brightly colored cushion encourages babies to lift their heads, strengthening their necks, upper arms, and chest muscles. Featuring a musical lullaby, this toy soothes, relaxes, and aids baby’s senses.
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MEDIA CENTER
A modern day family becomes bored with the hassles of city life in Los Angeles and moves to the Rocky Mountains, never to return in the LIONSGATE HOME ENTERTAINMENT release of the remastered Adventures of the Wilderness Family trilogy on September 4. The trilogy also had its television and On Demand HD debut on September 4. Watch as the Robinsons trade in a big city lifestyle to bond as a family in their new log cabin, facing snow storms, hungry wolves, a ferocious grizzly, and the U.S. Forest Service—and learn the best things in life are free.
Vanessa Trien and the Jumping Monkeys release their newest CD, Bubble Ride, on October 2. The band’s vibrant energy is apparent on this 14-track album produced by VEE TREE RECORDS. With mostly acoustic instruments and Vanessa Trien’s leading vocals, Bubble Ride provides a fresh sound for children ages 1 to 8. Trien’s folk roots are evident in the style of the original songs, as are hints of blues, rockabilly, jazz, Latin, and ’70s and ’80s pop. Bubble Ride is full of spontaneity and energized harmonies that will have the whole family dancing.
Nicknamed “the Grateful Dead for kids,” Ben Rudnick & Friends launch their 10th album, Love is a Superpower, on October 2. The tracks are a mix of blue grass, country, reggae, western swing, folk, and a variety of rock styles. With many original songs, instrumental tracks, and a cover of “Here Comes the Sun,” Love is a Superpower is full of positive energy. This album, produced by BARTLETT AVE. RECORDS, is one that parents and kids will both enjoy. Love is a Superpower will be available for children of all ages to share with grownups and build a sense of community fun across generations.
Blueberries, blueberries, and more blueberries are the fruit of choice for the Blueberry Bandit. In the book The Blueberry Bandit, the first part of The Blueberry Boy series written by Melissa Jones and illustrated by Mike Motz, a boy from the unique town of Jaloonsville learns to share what he loves to eat the most. With a bellyful of blueberries, the energy continues when Sheldon becomes an antioxidant superhero in the sequel. A 10-inch plush Sheldon doll is also available. The books are published by MELISSA’S BOOK PUBLISHING, LLC.
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I
Customer Service:
How to Effectively Address Online Customer Complaints
by Micah Solomon, customer service and marketing speaker, strategist, and author of High-Tech, High-Touch Customer Service
f your friend saw you had your fly undone, would he tweet about it? No, he’d quietly tell you. And if nobody tells you that your fly is undone, you clearly have no friends!
your followers, you’ll need to figure out another way to reach him. How about replying publicly, listing your email address, and expressing your chagrin and concern? In an online forum such as a blog, TripAdvisor, or Facebook, you can respond in a similar manner, but through the comment mechanisms available there. By responding this way, you have a good chance of moving the discussion out of a public venue and into a one-on-one situation, where you can work directly with your antagonist without thousands of eyes dissecting every move or, worse, catching bits and pieces without ever grasping the whole story. This dispute resolution approach is like an in-store situation where you take an irate customer aside, perhaps into your office, to privately discuss the matter, giving you both a chance to work together to arrive at a resolution. After a successful resolution, politely ask the complainer to amend or even withdraw those original ugly comments.
Minimize the Likelihood of Public Social Media Complaints
In this same spirit, why should unhappy customers complain indirectly via Twitter or their blogs when they can use email, the phone, or a feedback form on your website with the knowledge that it will be answered immediately and with empathy? With customers having round-the-clock access to the social airwaves, you must make sure that their first impulse is to reach you directly—day or night—by offering “chime in” forms everywhere, direct chat links for when your FAQs fail to assist, and an easy way to reply directly to every corporate email you send.
Digital Arguments with Customers Are a Losing Proposition
We all know: You can’t win an argument with a customer. If you lose, you lose directly; if you win, you still lose—by losing the customer. But online, the rule is multiplied because of all the additional customers you’ll lose if they catch sight of the argument. So, you need to learn to breathe deeply and think of the future of your company rather than reacting in haste.
Avoid the FIASCO Formula: A Digital Stitch in Time
Can you spell F-I-A-S-C-O? The formula is: Small Error + Slow Response Time = Colossal PR Disaster The magnitude of a social media uproar increases disproportionately with the length of your response time. Be aware that a negative event in the online world can gather social steam with such speed that your delay itself can become more of a problem than the initial incident. A day’s lag in responding can be too much. ●
Turn Twankers into Thankers: Reach Out Directly
Okay, now that you’re lying back, being careful not to fly off the handle, you can respond in a considerate, positive manner. Let’s say you’ve spotted an outrageous tweet about your firm: “Company X double-bills all customers—Must Think We R Suckrs—FAIL” How should you respond? If this person follows you on Twitter, that allows you to send him a direct message—so do it. Include a direct email address and direct phone number. If, however, said twanker isn’t one of
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Micah Solomon is a customer service and marketing speaker, strategist, and consultant. He recently released his newest book, High-Tech, HighTouch Customer Service, which discusses customer service in a technological era. To learn more, visit www.micahsolomon.com or email him at micah@micahsolomon.com.
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WHAT’S NEW Author, illustrator, and preschool teacher Steve Light and GUIDECRAFT have teamed up to create Storyboxes based on classic stories from around the world. Each crafted wooden Storybox contains hand-painted characters, props, and settings, allowing children to tell stories countless times and create their own tales, forming a base for language comprehension and reading skills. The first Storyboxes tell the stories of Hansel and Gretel, Rapunzel, Little One Inch, and The Girl Who Loved Danger. Each Storybox comes with elements unique to the specific story, such as the breadcrumbs and witch’s house from Hansel and Gretel. BRICKSTIX, LLC, introduces BrickStix and Mod stix, providing less-permanent ways to decorate Legos and Mega Bloks. BrickStix are reusable, removable, and restickable decals that use static cling instead of adhesive. Since there’s no residue, BrickStix can be changed quickly and easily. Mod stix are removable and repositionable stickers for building bricks, using special adhesive that comes off clean. Dr. Kno, BrickStix’s resident Stixologist, suggests BrickStix for using stix over and over, and Mod stix to add themed stickers without damaging the bricks. BoxSets are wooden play sets that unfold for creative, imaginative play. DIGGIN’s newest BoxSets, Castle and Dollhouse, come with dolls, walls, and furniture to allow children to build their own creations and tell their own stories. When play time is over, all of the pieces store inside the painted boxes, and the handle on top makes it easy to take anywhere. BoxSets are available in four themes: castle, dollhouse, cars, and airplanes, and are designed for children ages 3 and up. PUERI ELEMENTAL, LLC’s debut Eco-Bonk is an inflatable bop bag made from biodegradable plastic and developed, manufactured, and assembled in the U.S. Eco-Bonk offers a durable and envionmentally safe toy for children. The plastic is manufactured with an additive technology, enabling it to degrade naturally into the earth in nine months to five years. Eco-Bonks are custom-fitted with 100 percent certified organic cotton, animal-printed covers. Eco-Bonk comes with a free trial of a web storybook that gives young readers an opportunity to connect with Eco-Bonk creatures through interactive stories. Pueri donates 1 percent of sales proceeds to Wildlife Alliance.
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TIPS For New Business Owners by Fernanda Bohme, owner and founder of Bohme Boutique
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ew to the industry, new to the business, new to being in charge—all of these are qualities that many new business owners share. So, whether you are just starting out as a new business owner or you are getting ready to start your own business, the following tips are sure to help.
Know the Industry This should be a no-brainer. Know the industry backward and forward; it is important to know what you are getting into. In order to really know the industry, you should have knowledge on the recent trends, what items are currently popular, what effect the seasons have on clients, who the clients are, what the clients like to do, what the clients value, distribution patterns, buying patterns, and the competition.
Decide How to Decide It is important to figure out how decisions will be made in your business. Are you going to make all of the decisions? Are you going to have employees to delegate to? Make sure you know, depending on what type of decision you are making, how long it should take to reach a resolution and who you are going to consult before deciding. Coming up with a decision-making plan can save a lot of time in the long run.
Trial and Error Try, and then try something else. Trial and error is not always the best way to run an entire business, but sometimes there is no way to tell how a business strategy is going to work, or if it is going to work at all. Trial and error is a great way to run with little things like marketing ideas and networking. Do not get discouraged if one business strategy does not work; just do something different.
Get an Online Presence With the recent advances in technology and the popularity of social media, it is extremely important for every
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business to have an online presence. New businesses need to build name recognition and credibility. Along with the online presence, the business needs to have a strong logo and mission statement. For those who do not know, getting and maintaining an online fan base means not only using social media tools like Facebook, Twitter, LinkedIn, and Pinterest, but keeping those tools and the content on those tools up-to-date. Building the business’s name and drawing attention to the products also means making connections. Making and keeping connections through social media networking will aid in the success of your new business because it will get more people talking.
Track Times Starting a new business takes a lot of time and sometimes it can be easy to lose track of the time spent doing things for the new business. Keeping track of the time you spend on the business is important. Tracking how long it takes to perform certain tasks can make it easier to make a business plan of how long everything should take each day, each month, and each year.
Get Help Doing everything on your own may seem like a nice idea at the start, but sometimes there are parts of starting and owning a business that can be confusing. Ask questions and get help. Business owners should not assume they know everything there is to starting and running a business. â—? Fernanda Bohme and her sister Vivian are business owners from Rio de Janeiro, Brazil. The pair opened the first official Bohme Boutique store in 2007 and the business has grown into an Inc. 500 business. Fernanda is currently working to expand the business with 28 new stores projected to open by 2014, for a total of 40 Bohme Boutiques in the U.S.
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GENERATION DIGITAL: TOY DEALERS POSITION THEMSELVES FOR THE FUTURE AT THE INTERNATIONAL TOY FAIR NUREMBERG
D
igital or traditional? The current million-dollar question continues to preoccupy the toy industry. They greet us in every child’s room: smartphones, tablet devices, digital magic pens, 3D glasses, and augmented reality puzzles. Many YouTube videos show toddlers who have not even learned how to walk, but who know how to navigate a tablet device with their fingers. The next scene shows us how those very little fingers try to move the glossy pictures in mom’s favorite lifestyle magazine as though it was a tablet. At first sight, these videos are funny and sort of cute: the image of a toddler with a seemingly baffled look on his or her face, seated in front of a magazine, who simply cannot figure out why—no matter how hard he or she tries to touch the colored pictures on the page—the images do not move, is bound to make everyone smile. But at second sight, the message here is very clear: things are changing. iToys are conquering the gaming world and everyday life for today’s children.
TOYS 3.0 – TOMORROW’S WORLD OF TOYS The question as to which iToys are already shaping, and will continue to shape, children’s ways of thinking and playing will be answered at the International Toy Fair Nuremberg, which will take place from January 30 to February 4. With the fair’s “Toys 3.0 – The Next Generation” motto, the focus of the world’s largest leading trade fair for toys lies on the growing digitalization of classic toys. The reason for the “Toys 3.0” trade fair emphasis, according to Ernst Kick, CEO of the International Toy Fair Nuremberg, is obvious: “Our kids have
never known a world without the Internet. They grow up with a natural understanding of the digital world and an abundance of multi-media devices. Connecting the real world with the virtual one is as normal to them as chewing gum.” This innate understanding is the very reason why digital natives do not use a smartphone to make calls only, but mainly to play games. Toy dealers can score big with the web and technology-savvy target group if they know which toys are already expanding their functions to include smartphones, tablet devices, apps, consoles, and more. On the 300square meter Toys 3.0 activity space in Nuremberg, exhibitors will be showcasing a variety of iToys and games featuring digital and electronic components of virtual game worlds. Moreover, a survey offers new insights into the playing and consumerism habits of those ages 8 to 30 around the world. The international survey is being conducted by Spielwarenmesse eG, in cooperation with icon kids and youth international researcher GmbH, Germany’s largest market research institute for children and youth.
2013 TOY FAIR – A JOURNEY TO THE CENTER OF THE INDUSTRY Every year, approximately 76,000 dealers and buyers from 120 countries head to the International Toy Fair Nuremberg for the largest selection of toys worldwide, from good value money-makers, to sophisticated toys, to refined branded merchandise. Nuremberg is known for offering a unique selection of toys from approximately 2,700 toy manufacturers. Eight hundred manufacturers present their products in continued on page 128
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International Toy Industry Juguetes B2B, the International Toy Magazine Association (ITMA) member from Spain, reached out to editors of toy magazines around the world to get a global perspective on the state of the toy industry. We take a look at two of these profiles here.
Industry Snapshot: Belgium Jeroen Coteur, editor, Toys and Games
What are the main characteristics of the toy sector in Belgium? Most big toy manufacturers have an office in Belgium, some of them combining their Belgium and Holland offices. Other large and small brands are distributed by dozens of toy distributors. These range from companies with some 20 collaborators to one-person enterprises. On the retail side, the independent toy stores seem to be disappearing, and large chains (with up to 30 stores all over the country) are getting bigger and bigger. Independent stores try to set themselves apart by offering other products (wooden toys, baby) and focusing on quality instead of price. The Belgian toy sector is a very small world in which people know each other very well, a bit like a family. You often see people switching companies but staying in the toy industry.
in Wallonia. Dutch groups such as Intertoys and Bart Smit are also spread throughout the whole country.
Who are the key players in the industry (manufacturers and distributors)? On the manufacturing side, the biggest players are classic companies, including Hasbro, Mattel, Lego, VTech, and Playmobil. The recent opening of a Benelux Spin Master office in Holland has given that company a major boost. The biggest retailers are Fun and Dreamland on the Flemish side (two Belgianbased companies); and Broze, Maxitoys, and La Grande Recrée
What are the major trends in product development? The product development in Belgium is rather limited, although there are companies, such as SmartGames, that manage to get international recognition for their clever products. Cartamundi is another Belgian company with a solid reputation.
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What are the top-selling products or categories of products? The Beyblade spinners and the Disney Pixar Cars vehicles were among the best-selling products last year. In general, construction toys, action figures, dolls, arts and crafts, and vehicles are all getting good results recently. Do licensed toys make up a significant share of the market? Which are the most important properties for licensed toys? Licensed toys make up approximately 23 percent of the Belgian toy market. The top licenses are Disney Pixar Cars, Beyblade, Star Wars, Hello Kitty, and Disney Princess.
What are the main changes in consumer habits caused by the current economic situation? It’s remarkable that the Belgian consumer has never stopped buying toys, resulting in positive market figures, even in difficult economic circumstances. ■
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International Toy Industry continued from page 126 exclusivity at the show. This makes Nuremberg a treasure trove for customizing a dealer’s product range, for good business, and for making new business contacts. After all, these days, specialty toy dealers have to provide their customers with fascinating products that are not found in just any store or online shop. Visitors to the trade fair can learn more about how toy professionals can find their customers and retain them during the Global Toy Conference. This international convention will be held parallel to the International Toy Fair Nuremberg on February 4 and will extensively cover marketing and e-commerce topics. Speakers will reveal how social media generates business and how dealers target their advertising on the Internet. Participants may select their preferred presentations from a range of different modules. Professionals attending the toy fair in Nuremberg will source not only the very product they need to round out their product assortment, but also the necessary knowledge to learn how to position themselves for the future. ■
For more information and admission tickets to the International Toy Fair Nuremberg 2013, contact Jerry Kallman Associates, Inc.: (201) 652-7070, jerry@kallmanexpo.com.
International Toy Fair Nuremberg: January 30–February 4 www.toyfair.de. Global Toy Conference: February 4 www.globaltoyconference.com
Industry Snapshot: Sweden
continued from page 127
Lena Hedö, Informationschef, Chefredaktör, Leksaks
Describe the main characteristics of the toy sector in Sweden. The biggest difference in Sweden and Norway is that the independent retailers have more than 60 percent of the market. Supermarkets have less then 15 percent market share. Internet sales are up 7 percent over last year. Who are the key players in the industry? Top Toys has its own chain of stores called BR, and it has a Toys “R” Us franchise in Scandinavia. Three years ago Top Toys bought KE Mathiasen, which is one of the biggest distributors in Scandinavia. Lego is very big, with more than 20 percent market share last year. Do licensed toys make up a significant share of the market? Yes; we estimate that 70 percent of all sales are licensed products. What are the major trends in product development? The trend toward eco-friendly toys is growing. There is a lot of interest but sales are not yet reflecting that. What are the main changes in consumer habits caused by the economic situation? The economic situation is not so bad in Sweden. We are more concerned about what is happening in Europe. People spend less, but toys are still doing OK; the classic toy market grew 4 percent last year. ■
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The
Tricky Business of
Tracking and Merchandising Global Brands by Reyne Rice, trend expert in toys and games, entertainment and licensing for youth products
I
f you are thinking about adding brands and licenses to your toys and games portfolio, keeping abreast of all of the new and emerging brands and licenses may seem like an overwhelming task—but it doesn’t have to be. Certain products have a classic appeal to boys and girls, no matter where they live in the world. Other brands and licenses have a narrow, almost country-specific appeal. How can you sort through the clutter to find those that have a more consistent appeal across the territories where your products are sold? Kidz Global, an international market research company, publishes BrandTrends, a tracking study conducted quarterly in 28 countries around the world, with the U.S. and Argentina being added this October. The BrandTrends report tracks the brand appeal of more than 380 brands, reporting on the top 30 properties across both genders and in four different age groups: infants ages 0 to 2, preschoolers ages 3 to 6, children ages 7 to 9, and tweens and young teens ages 10 to 14. Kidz Global’s July study of preschoolers in Canada measured the current appeal of more than 30 brands and licenses with eye-opening results. The “demand gap” pointed out where new properties had a higher market appeal than was currently being satisfied by products in the marketplace. This could be due to a number of factors, such as a new or emerging brand or license, or popular brands with limited merchandise available. These brands represent a current licensing opportunity.
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On the opposite end of the demand gap spectrum were those products identified as having reached a saturation point in the marketplace. These brands may be potential risks or liabilities, and may be declining, over-saturated, or considered old news, as evidenced by less relevance to this age group. This could be a key indicator for moving out of a brand or license and re-balancing your portfolio with more appealing or emerging popular brands. These measures are key brand-tracking touch-points for entering the market at the right intersection, as well as for managing the decline of a property.
Kids’ Favorite Brands The big brands are still very active in the Canadian market, yet many of the brands included in the BrandTrends study (21 of 30) showed unmet potential demand for merchandising. This means that these brands are ripe for merchandising, creating a positive demand gap relative to ownership and past purchases. The two charts on the next page show the top 10 favorites for girls ages 3 to 6 and for boys ages 3 to 6. I was surprised to see Ha Ha Hairies, a relatively unfamiliar brand in the U.S., appearing in the top 10 favorite brands for both boys and girls ages 3 to 6 in Canada. That is why these tracking studies are so important. They can help you to identify potential winners early on and alert you to brands that are starting to gain steam or lose their appeal.
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Top 3 Favorite Brands, Boys 3 to 6 Years
Top 3 Favorite Brands, Girls 3 to 6 Years
Brand Matrix: Identifying Merchandising Opportunities The Kidz Global’s Brand Matrix tool (see chart on page 132) measures and examines the correlation between brand popularity, measured in terms of the Brand Popularity Index (BPI), and the potential interest in buying branded products, which is the merchandising appeal. This is where the potential for merchandising is identified for specific brands.
SEPTEMBER/OCTOBER 2012
This tool identifies which brands have the highest current appeal and which have the highest unmet potential. For girls ages 3 to 6 in Canada, evergreen brands such as Barbie and Disney Princess remain strong favorites. However, there is room for new brands. The Brand Matrix chart identifies the brands with the most opportunity for sales of new merchandise (biggest positive demand gaps), as
THE TOY BOOK • 131
Team Umizoomi, BubbleGuppies, and Looney Tunes. For boys ages 3 to 6 in Canada, stable favorites such as Lego, Cars the Movie, and Hot Wheels still rank highly. The Brand Matrix chart also identifies up-and-coming merchandising opportunities, with certain brands poised for sales of merchandise (biggest positive demand gaps) such as Looney Tunes and Scooby-Doo. Referring to the chart, Philippe Guinaudeau, president and CEO of Kidz Global, explains, “Brands that are strong on both dimensions (top right) are likely to be prime candidates for successful commercialization, whereas brands that are low on both dimensions (bottom left) are less likely to appeal to consumers in that age group.” Guinaudeau says that the line of best fit through the brand matrix also tells us more about the field of brands as follows: • A brand significantly above the line may have less merchandise potential than its popularity would indicate. Brands of this kind may be challenging to adapt to commercial application. This is often the case with popular live action television properties. • A brand significantly below the line has greater
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merchandise appeal than its popularity would suggest. This may be due to a variety of reasons, such as the broad range of merchandise available, the design or quality of existing products, or the unique appeal of the brand within a specific product category (such as magazine brands or musicians). I
Philippe Guinaudeau has lived and worked on three continents in market research for nearly two decades, has a team of global research professionals who work w Kidz Global clients in 30 countries. His clients range Fortune 500 toy, game, and consumer packaged goods companies to entertainment studios and small to mid-ti manufacturers. Philippe Guinaudeau and the Kidz Global research team can be reached at www.KidzGlobal.com. Reyne Rice is a seasoned industry professional with years of experience in marketing, researching, and ana the toy industry and youth marketplace. She advises cl and broadcast and print media on the hottest trends in games, technology, entertainment, and licensing as it the youth marketplace.
SEPTEMBER/OCTOBER 2012
Industry Marketplace Classifieds
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The Toy Book Volume 28, 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 © 2012 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.
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Advertiser Index
Adora Doll............................................................................................................S2 Adventure Publishing Group................................................................................98 ALEX .............................................................................................................75, 77 American Plastic Toys..........................................................................................91 Bananagrams ........................................................................................................S7 Calego International .............................................................................................93 Carrera ..................................................................................................................73 Cloud B ..............................................................................................................S11 Berg USA .............................................................................................................95 Delta Children’s Products ............................................................................S9, 136 DEMDACO....................................................................................................10, 11 Dub Garage Toys..................................................................................................53 Eastcolight ............................................................................................................83 Entertainment One Family ...................................................................................49 Folkmanis.............................................................................................................S5 Fou Fou Dog ........................................................................................................79 Greenpoint Brands .............................................................................................S21 Goldie International..............................................................................................41 Hape Toys...........................................................................................................S13 Hog Wild ..............................................................................................................47 Imperial Toy .........................................................................................................69 ImprovElectronics ................................................................................................97 Innovation First ....................................................................................................43 Interactive Toy Concepts......................................................................................81 Jada Toys ..............................................................................................................55 Just Play Products ................................................................................................51 Kids Preferred ....................................................................................................S15 Kushka................................................................................................................S23 Maisto.............................................................................................................12, 13
Melissa’s Book Publishing.................................................................................S17 Neat-Oh! International .........................................................................................26 NKOK ................................................................................................................6, 7 Pacific Play Tents...............................................................................................S19 PlaSmart ...................................................................................................21, 23, 25 Playmobil..............................................................................................................61 Pressman Toy .......................................................................................................27 Reeves International .............................................................................................59 Safari Ltd..............................................................................................................S3 Sakar International ...............................................................................................31 Silverlit Toy ..........................................................................................................45 Small World Toys .................................................................................................57 Speed Stacks.........................................................................................................71 Spielwarenmesse ..................................................................................................15 Sun-Mate Corporation........................................................................................8, 9 TCG........................................................................................................4, 5, 37, 39 Tech 4 Kids...........................................................................................................17 The Bridge Direct.................................................................................................29 The Orb Factory ...................................................................................................90 TOMY ..................................................................................................................63 Toy Industry Association....................................................................................129 Tree House Kids.................................................................................................1, 2 UL-STR ................................................................................................................89 University Games .................................................................................................87 Winfat ...................................................................................................................67 Winning Moves ....................................................................................................94 Wrebbit .................................................................................................................85 Yomega...............................................................................................................135 Zing Toys..............................................................................................................65
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.
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133
Mayhem & Mishaps
Photo Fiascos
Prototypes on the Blink Working and playing in the toy industry for more than 25 years, McHale Design has experienced its fair share of wacky escapades. Mayhem & Mishaps is an occasional report from the land where princesses aren’t always rescued from the evil dragon and the rainbow doesn’t always end with a pot o’ gold. But taken with a sense of humor, the journey is always worth it. by Maureen McHale, CEO of McHale Design, Inc.
W
hen you have a 3year-old model, it’s really important to shoot as quickly as possible. Why? Because she’s 3. Today’s model, Suzie, will be shooting with an interactive eating doll. I excitedly explain to her how the spoon goes in the doll’s mouth, and as she eats she’ll ask you for “More, Mommy, more!” “Okay,” I say, “Ready? Big smiles!” We hand her the doll, she puts the spoon into the doll’s mouth and… nothing happens. Smiles turn to big, pouty-lipped frowns. Quick, quick, new batteries, lots of “up” talking by everyone to turn our little diva’s spirits around, hand her the doll, and… Silence. Smiles turn to crying. Now repeat the process several more times just to make sure the 3 year old is as upset and unreasonable as possible. The “talent” now refuses to touch the doll. Keep in mind, there’s a hair stylist, wardrobe stylist, (even the doll has a stylist), photography assistant, social worker, art director, and photographer all standing around at—ka-ching!—a gazillion dollars per minute. After much cajoling, candy bribes, and threats from
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Stage Mom, we’re back in action—this time with no toy, which we’ll digitally add later at considerable cost. “Big smiles!” Keeping a child model engaged and energized is a skill. Being creative and resourceful, taking breaks, and switching out toys all help to keep interest levels up. An experienced art director and photographer are invaluable in capturing the needed shot. Parents exercise the most effective encouragement as only parents can: promises of rewards. McDonalds and Toys “R” Us are popular after-shoot destinations. Suzie and her mom have left, no doubt on their way to one or the other, if not both. Another shoot over. Another day done. We carefully pack the prototype into a box, and call it a day. Heading out, we hear a muffled, “More, Mommy, more!” ■
Maureen McHale is the CEO and chief creative officer of McHale Design, Inc., a branding and design agency specializing in style guides, toy and home entertainment packaging, and interactive design. For more information, visit www.mchaledesign.com or call (562) 498-6717.
SEPTEMBER/OCTOBER 2012