GET AN EARLY LOOK AT NEW TOYS FOR NEXT YEAR IN OUR 2018 TOY PREVIEW SHOWCASE
LICENSES ABOUND! EXPERTS WEIGH IN ON WHICH NEW PROPERTIES ARE GAINING TRACTION
September/October 2017
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Volume 33, No. 5 — Published by Adventure Publishing Group
Jonathan Samet Publisher jsamet@adventurepub.com Jackie Breyer Editor-in-Chief jbreyer@adventurepub.com
DEPARTMENTS 18 Editor’s Viewpoint 20 Industry Perspectives 22 Toy Association Update
92 Property Profile: Animal Jam 103 Euromonitor
104 Industry Marketplace 106 Flashback: September/October 1997
Marissa DiBartolo Senior Editor mdibartolo@adventurepub.com Ali Mierzejewski Senior Editor amierzejewski@adventurepub.com Maddie Michalik Associate Editor mmichalik@adventurepub.com
23 ASTRA’s Insights
Stephanie Grassullo Assistant Editor sgrassullo@adventurepub.com
24 Industry Update
Kristen Nelson Assistant Editor knelson@adventurepub.com
26 Toy Insider 2017
Jacqueline Cucco Editorial Assistant jcucco@adventurepub.com
27 Sweet Suite 2017
Joe Ibraham Art Director jibraham@adventurepub.com Bill Reese Production Director breese@adventurepub.com Lori Rubin Controller/Office Manager lrubin@adventurepub.com
features
Kelly Corbett Editorial Intern
34 2018 Toy Preview
A Look at What’s Ahead in the Coming Year 28 Movie-Licensed Toys Make Their Mark
NPD’s Juli Lennett discusses how the box office moves the needle within the toy industry.
32 The Future of Toys
Sean McGowan talks about how entertainment will affect toy sales in 2017 and 2018.
Molecules, from ORB
88 How Are You Reinventing Your Wheel?
Wendy Smolen discusses how to keep your ideas fresh when it comes to innovation in the toy industry.
90 Say Watt?!
Science Toys That Spark Fun
94 Halloween & Party Expo The Show That Fulfills Your Year-Round Halloween Needs
96 WIT Stories
The Toy Book chats with six industry entrepreneurs about productivity, mentorship, and what being in the Women in Toys community means to them.
100 Spielwarenmesse 2018 Navigating an Explorer’s Paradise
On the Cover: Sweetlings Sprinkle Shop by Alex Brands; USS Constitution by Cobi; YOUniverse Crystal Growing Jewelry by Horizon Group USA; Colorforms Picture Panels Play Set: Vehicles by Kahootz; Squishmallows by Kelly Toy; Make It Move Building Set by Kid K’NEX; TileBlox 140-Piece Set by Magformers; Paint Your Own Expressions: PEACE by Mindware; Mime-Control Dino-Drone by Neat-Oh!; Smartivity Mechanical Xylofun Music Machine by PlaSmart; Automoblox Hauler by PlayMonster; Smooshy Mushy Pets by RedwoodVentures; Beauty and the Beast Bluetooth Karaoke Mic by Sakar; Emoji Movie Plush Speaker by Sakar; Horse Club Hantnah & Cayenne by Schleich; Bucket of Bots by Snap Toys; Tiny Arcade Pac-Man by Super Impulse; Centipede Mini Arcade Game by Tech 4 Kids; EXIT: The Forgotten Island by Thames & Kosmos; Trailer Team Loader Pulling Earth Drill by Toy State; Backpets by Tree House Kids; Rubik’s Tower by Winning Moves; Safe Breaker by Yulu;
U.S. Corporate Headquarters Laurie Schacht President thetoyinsidermom@gmail.com Adventure Publishing Group, Inc.® 307 7th Avenue, #1601, New York, NY 10001 Phone: (212) 575-4510 • Fax: (212) 575-4521 The Toy Book Volume 33, No. 5 THE TOY BOOK (ISSN-0885-3991) is published bimonthly by Adventure Publishing Group, Inc.® Editorial and advertising offices are located at 307 Seventh Ave., Room 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2017 Adventure Publishing Group, Inc.® All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in U.S.A. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Publishing Group, Inc.® Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: The Toy Book, c/o Adventure Publishing Group, 307 Seventh Ave., Room 1601, New York, NY 10001. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.
Member, International Toy Magazine Association
EDITOR’S VIEWPOINT
SAILING INTO THE HOLIDAYS, AND LOOKING AHEAD TO 2018 by JACKIE BREYER, editor-in-chief ALERT! CHRISTMAS IS TOMORROW! The holidays are here! All hands on deck! That’s how it feels (and has felt for weeks) in our office, and I’m sure that’s how it feels for all of you. It’s time to find out whether we made the right bets for holiday, whether shelves and inventory are stocked appropriately, and—because there’s never time to just watch and wait—check out the new toy lineup for next year’s Q4. Hopefully you’re already stocked up on Pikmi Pops, Shopkins Cutie Cars, Hatchimals CollEGGtibles, Fingerlings, L.O.L Surprise, and all kinds of squishies. We’re already seeing Cra-Z-Art’s SoundMoovz musical bands flying off shelves. I’m expecting Spin Master’s Hatchimals Surprise to be a hit as well. Products based on Star Wars: The Last Jedi are fully stocked now, but how will it shake out for holiday? I expect product to move, but not drive demand the way Star Wars products did for The Force Awakens. Nintendo Switch will be a hot seller through holiday, as will hot tech such as virtual reality head sets, drones with cool new features, and Spin Master’s Luvabella doll. What we can’t predict is what will come out of left field and take the industry by storm in 2018. This year we saw a slime craze, a fidget spinner trend, and new squishy toys taking off. The common denominators for these hot trends are simplicity, multiple manufacturers, low price points, and intense grassroots social media support. Retailers who got in at the ground floor made out very well, and saw sales up to three times normal levels during the first half of the year, which is a tremendous boost during a challenging time of year. Of course, this means next year we’ll endure reports of the industry being down for the first quarter year-over-year, etc., unless something new surprises us (fingers crossed!). What we have to remember is that this industry is cyclical, and what goes up must come down, but it will go up again. Retail consolidation continues to be a real threat to the industry, but as this year’s hot trends showed, when kids came home
© 2017 Jonny Hawkins
“It takes today’s hottest toy to new heights— it’s a fidget spinner drone!” from school needing a fidget spinner, parents headed straight to their neighborhood toy store. Amazon is obviously a real, legitimate concern for brick-and-mortar retailers, but it’s not going away, so retailers will find new ways to make their mark, drive traffic, and keep consumers loyal. Toys “R” Us is a concern for many right now, as the retailer works to restructure $400 million in debt. Its financial troubles are putting stress on some manufacturers as it cut orders for the fourth quarter, and I think it’s going to take some savvy next-level moves for the retailer to make a strong comeback. It’s not just about restructuring debt, it’s about finding new ways to compete in this retail environment.
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Be sure to check out our 2018 Toy Preview showcase in this issue, beginning on page 34, to get a glimpse of some of the new products that will be gracing shelves in the new year. Enjoy this issue of The Toy Book, and if you’re attending the Toy Association’s Fall Toy Preview in Dallas, I’ll see you there! » Jackie Breyer is editor-in-chief of The Toy Book and the Toy Insider, and editorial director at Adventure Publishing. She has been reporting on new products and toy industry trends for 15 years. Contact her at jbreyer@adventurepub.com.
INDUSTRY PERSPECTIVES
COLLECTIBLES & LICENSED TOYS BOOST HOLIDAY SALES by KRISTIN MORENCY GOLDMAN, communications specialist, The Toy Association INDUSTRY ANALYSTS PROJECT FOURTH quarter toy sales to grow about 3 to 5 percent, with collectibles in blind packs and upcoming entertainment properties propelling the growth. “The three Bs will drive fourth quarter growth for the toy industry: boys, blind packs, and the box office,” says Juli Lennett, U.S. toys industry analyst at The NPD Group. While fidget spinners helped spur sales for All Other Toys in the first half of 2017, the gadgets are fading “as quickly and inexplicably as they emerged—the ultimate surprise fad,” notes Sean McGowan, managing director at investor relations company Liolios. The collectibles market, which was up 21 percent in sales mid-year, will continue its growth trajectory. However, “the pie is getting sliced more thinly,” thanks to an influx of collectibles on store shelves, says McGowan. The same goes for licensed toys. “There are simply so many toyetic films, and they can’t all generate big toy sales. Having said that, I still think that aggregate sales of licensed toys will do very well this holiday season and next year,” says McGowan. The Toy Association’s president and CEO Steve Pasierb adds: “Licensed toys continue to be a strength, yet going forward, companies will need to be more thoughtful and cautious both in placing their bets on new properties and the volume of toys produced for each. The combination of quality intellectual property and quality toys wins the day.” TREND-SPOTTING Licensed Toys The LEGO Ninjago Movie, Justice League, and Star Wars Episode VIII: The Last Jedi are among the most anticipated new releases this fall. Both The LEGO Ninjago Movie and The Last Jedi “could result in LEGO sales being up in the second half of 2017, but I don’t know if that increase will be enough to offset the decline in the first half,” says McGowan. Entertainment properties that appeal to kids of all ages and interests infiltrate toy aisles, and that trend will not wane.
“Toymakers who infuse their licensed playthings with an array of creative components, innovations, and educational play really help kids expand their horizons while role-playing their favorite movie scenes,” says Adrienne Appell, trend expert at The Toy Association. Some of the biggest licensed tech toys of the year include the remote-controlled Minion MiP Turbo Dave (WowWee) and XPV Rock ‘N Roll Groot (Jakks Pacific). Coding toys such as the Death Star Electronics Lab (Uncle Milton) and Dance Code Belle (Hasbro) skillfully combine popular licenses with STEM. Traditional Play Appell says traditional play will continue to reign supreme this holiday season: “We’ve seen an uptick in sales for classic toy categories, such as games and puzzles—showing that when companies are both innovative and mindful of how children love to play, there is plenty of opportunity for success at retail.” As the weather cools off in much of the country, families will settle indoors for both competitive and cooperative gameplay, enjoying games that teach STREAM subjects and build strategic thinking, creativity, problem-solving, and communication skills. Pressman, Mindware, Educational Insights, Foxmind, Gamewright, Blue Orange, and Thames & Kosmos are all leading the pack with new educational games that aim to challenge and inspire kids. Collectibles 2.0 At Toy Fair 2017, The Toy Association named Collectibles 2.0 as one of the hottest trends of the year. Over the past few months, an array of skill-building, innovative, and affordable collectibles have been hitting store shelves, and blind packs are projected to be a top contributor to industry growth this holiday season, according to NPD. “Blind packs are the ultimate collectible,” says Appell. “Kids are always on the hunt to complete their collections or find the coveted limited-edition collectible—and blind
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packs give them that experience. The thrill of unwrapping and not knowing what they are going to get is fueling purchases, and the affordability factor keeps them coming back for more.” Hatchimals CollEGGtibles (Spin Master), Mystery Minis (Funko), and The Grossery Gang (Moose Toys) are a few examples of collectibles in blind packs that will be popping up everywhere—from Halloween party loot bags to Christmas stockings—now through the end of the year. LOOKING BEYOND THE HOLIDAYS The toy industry has been performing strongly for a few years now, and will grow about 4.5 percent for full-year 2017, NPD estimates. 2018 is also looking bright, with excitement building for the 115th North American International Toy Fair, taking place in February. Toy sellers and buyers will kick off the new year at the trade show, where innovative products representing the creative spirit of the toy community will fill more than 400,000 net square feet of exhibit space at New York’s Jacob Javits Center. “We continue to see both growth and resilience in the toy marketplace thanks to the creativity and innovative nature of U.S. toy companies,” says The Toy Association’s Pasierb. “The current momentum should carry the industry well through the vital holiday season to another positive year and the transition into 2018.” Details about Toy Fair can be found at toyfairny.com. To learn more about the trends spotted at this year’s show, visit toyassociation.org/trends. » As The Toy Association’s communications specialist and editor of its Toy News Tuesday e-newsletter, Kristin Morency Goldman stays abreast of the latest economic data; safety standards; trends; and toy-, play-, and youth entertainment-related news. Image: The LEGO Ninjago Movie Green Ninja Mech Dragon
TOY ASSOCIATION UPDATE
TRENDS TEAM SETS SIGHTS ON NEW INNOVATIONS AT
FALL TOY PREVIEW by KRISTIN MORENCY GOLDMAN, communications specialist, The Toy Association THE TOY ASSOCIATION’S SEASONED team of trend spotters will preview exciting prototypes, new and developing product lines, and unique trends for 2018 at the trade group’s Fall Toy Preview event in Dallas this October. Meeting with more than 100 toy companies during a series of product preview appointments, the team will begin to map out next year’s hottest trends—crucial information to share with media and consumers throughout next year. “Fall Toy Preview is an exciting opportunity for us to see what’s coming down the pipeline in terms of brand-new toys, reinvented classics, and trending play patterns,” says Adrienne Appell, the Association’s director of strategic communications and lead trends specialist. “Our main goal is to stay up-to-speed on what’s trending among today’s youth—both in the toy aisle and beyond—so that we can accurately speak to our members’ products and underscore the positive impact their toys have on kids of all ages.” BEHIND THE SCENES: TREND SPOTTING Toys promoted by the trends team are based on The Toy Association’s “Top Trends of the Year,” announced each February at the group’s North American International Toy Fair in New York. However, trend-spotting begins at Fall Toy Preview, where the team meets with toy companies to see what’s new in the world of play. Following the fall marketplace, the experts continue to meet with companies both in person and over the phone, before sitting down as a group to discuss major themes and fads that are emerging across the board. Last year, it was apparent that a number of companies were tapping into “Movie Mania,” creating scores of licensed toys and games based on the year’s biggest family
blockbusters. “Collectibles 2.0” was another strong trend, with toymakers riding the wave of collectible toy growth (up 33 percent last year and 21 percent in the first half of 2017) and creating both basic collectibles and higher-priced collectibles with intricate styling details. FIRST & FOCUSED AT FALL TOY PREVIEW The Toy Association’s trend spotters aren’t the only ones scouting innovations at Fall Toy Preview—the show annually draws mass and specialty retail buyers from around the world, including delegations from Toys “R” Us, Walmart, Target, Michaels Stores, Party City, Hobby Lobby, and more. About 220 companies will be at this year’s show to unveil their latest lines and prototypes in closed, open, or combination booths. “Everyone who attends Fall Toy Preview remarks it’s a unique experience in the world of toys,” says Steve Pasierb, president and CEO at The Toy Association. “Where else can one get a sneak peek at innovative toys and games—all under one roof—more than a year in advance of in-store delivery?” “Our fall show continues to broaden its appeal, giving everyone who attends the chance to become a true ‘gamechanger’ in the toy and youth entertainment product space,” adds Pasierb. “I think I speak for all of us when I say that I can’t wait to see what’s on the horizon for 2018.” Do you have product that will grab the attention of Generation Z and help children build important skills through play? The Toy Association will do its best to accommodate
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last-minute requests for product preview appointments at Fall Toy Preview. Contact Deanna Speziale (dspeziale@toyassociation. org) to book an appointment. Those who are unable to catch up with the team at the show are encouraged to reach out at some point leading up to the holiday season. Preference for all preview appointments and media opportunities is given to Toy Association members. To book a meeting, contact Adrienne Appell (aappell@ toyassociation.org). » As The Toy Association’s communications specialist and editor of its Toy News Tuesday e-newsletter, Kristin Morency Goldman stays abreast of the latest economic data; safety standards; trends; and toy-, play-, and youth entertainment-related news.
ASTRA’S INSIGHTS
SO YOU’VE GOT A GREAT IDEA? ASTRA Resources for Emerging Toy Manufacturers by KIMBERLY MOSLEY, president, American Specialty Toy Retailing Association SPECIALTY TOY RETAILERS CAN BE A great resource for manufacturers who are bringing a new product to market. Just ask Stephen Witt, founder and owner of AKE’ Games Inc. of Williamsville, NY. Witt was a Buffalo-area mechanical engineer, youth sports coach, and serial entrepreneur with a playful streak the size of Lake Erie when he first got the idea for Bottle-Bullseye—a product aimed at inspiring kids to get away from their screens and experience the fun of active play. He decided to seek out local toy store owners for feedback on his prototype. “I wanted to learn from businesses that know their customers well and engage directly with them. I needed to know how they make decisions and what would make them consider carrying a product in their stores,” says Witt. He got the feedback he needed, and something else along with it: the American Specialty Toy Retailing Association (ASTRA). Both proved to be hugely valuable. “The store owners I visited were generous with their recommendations about my product, packaging, and pitch,” notes Witt. “At some point during the conversation, every one of them mentioned that I should get involved with a group they called ASTRA.” Sue Warfield, ASTRA’s director of member relations and an experienced specialty retailer and sales representative herself, is not surprised that Witt found his way to ASTRA. She frequently hears from toy entrepreneurs wanting to know what ASTRA is all about. Warfield is happy to take their calls and provide input as they conceptualize their products and build their businesses. “ASTRA’s mission is to grow the specialty toy industry,” says Warfield. “Innovative new products are central to growing our retailers. At the same time, our retailers are central to growing your manufacturing business.” Warfield points to a long history of successful brands—such as Thomas the Train and Rainbow Loom—that launched at specialty, built awareness, and then went to the next level with a line extension for the mass market. Warfield lists a number of ways that AS-
Attendees interact at the new products nook during ASTRA’s Marketplace & Academy in June.
TRA supports new toy manufacturers: • Informal consultation: For quick advice on how to turn a product idea into a business, you are just a phone call or email away. Check out ASTRA resources at astratoy.org. • ASTRA Connect: An online members-only community, ASTRA Connect helps toy manufacturers engage, share, and learn with their fellow ASTRA members. The forum encourages users to start a conversation by introducing themselves, their product, and their company to ASTRA members. • ASTRA Academy: Certifications, webinars, and downloadable resources—all these ASTRA products are designed to help keep a pulse on the topics shaping the industry. The Academy is the home base for education to help a business excel. • Marketplace & Academy: Every year, the big event for specialty retail happens at ASTRA’s Marketplace & Academy, where specialty retailers come to fill their stores for the all-important fourth quarter. They are eager to see what’s new, and ASTRA promotes firsttime exhibitors. Check for news about next year’s Marketplace, which will be held June 10 to 13 in New Orleans. • ASTRA retailer contact list: This contact list may be the biggest ASTRA asset. If a business owner’s product is a specialty toy, this is their core list of potential customers. DON’T BE AFRAID TO ASK FOR HELP With all these resources, remember that
store owners can save a lot of heartache and dollars by giving feedback at various steps along the way. “Just pick up the phone and call them, or walk into the store,” suggests Warfield. “The beauty of working with specialty toy store owners is that they know their stuff and they can react right now. There are no layers of bureaucracy to fight through.” Witt stresses the value of ASTRA’s help, and how Marketplace & Academy expanded his circle. The conversations with Warfield helped him understand how his ideas would look to a retailer, and the advice from store owners helped to improve his packaging and his pitch. “Some of the best conversations I had at my first ASTRA Marketplace & Academy were just sitting down and talking to people during meals. It was warm and relaxed,” says Witt. Retailers came up to me and asked what kind of product I was working on. They were open and very willing to share ideas. I can say that all of my sales to date beyond my home territory have happened thanks to people I met through ASTRA.” »
Kimberly Mosley, president of the American Specialty Toy Retailing Association, is an experienced, award-winning, results-oriented association executive with a long track record of success in managing association operations, developing innovative programs, and growing revenue.
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INDUSTRY UPDATE
TOY STATE NAMED MASTER TOY PARTNER FOR NETFLIX SERIES Guru Studios named Toy State as its master toy licensee for its Netflix Original preschool animated series True and the Rainbow Kingdom. Toy State will create a robust product line featuring figures, role play, plush, play sets, and dolls, marking a major expansion into new product categories as part of the company’s overall global growth strategy. True and the Rainbow Kingdom premiered globally on Aug. 11 on Netflix, and the second season is already underway and will launch early next year. Toy State will provide an exclusive preview of the lineup inspired by the show to Fall Toy Preview attendees in October in Dallas. The first wave of products is set to hit shelves next fall. »
TECH 4 KIDS, THE BRIDGE DIRECT ANNOUNCE COMPANY NAME Following the February merger between Tech 4 Kids and The Bridge Direct, and the subsequent acquisition of Uncle Milton, principles of the new company announced that the company’s name will be Basic Fun. The newly formed company is part of an ongoing merger and acquisitions roll-up strategy. The Basic Fun team focuses on building value in the company by both developing exceptional products and acquiring top talent with the goal of scaling up to become a top 10 supplier in the toy industry. “Basic Fun is all about delivering a great product with excellent value that our customers want to buy,” says Brad Pedersen, president of Basic Fun. “We excel at providing fun to the families who ultimately buy and play with our products.” Basic Fun has an extensive history of more than 25 years as a stand-alone novelty toy company, until it was acquired by the Good Stuff Co. in 2008. The Bridge Direct subsequently acquired the Good Stuff Co. in 2013.
True and the Rainbow Kingdom
Each of the three companies involved in the recent merger and acquisition bring a different expertise to Basic Fun, including retro toys, small dolls, activities, collectibles, construction, lighting, vehicles, science, youth electronics, and outdoor. Basic Fun experienced growth over the past year, and, with a robust pipeline of new development and potential acquisitions, the company expects to make significant announcements in the months ahead. “We have a five-year plan to build the next great top 10 toy company through organic growth and strategic acquisitions,” says Jay Foreman, CEO of Basic Fun. “We believe that in this ever-changing and challenging market, scalability is key. We are looking for partners to join us and build an exciting new high-value business model in our industry.” »
CHIZCOMM LAUNCHES KIDSISTR, NEW COMMERCIAL PRODUCTION COMPANY ChizComm and Executive Producer Harvey Glazer launched a new, commercial production company, kidsistr. The joint venture will specialize in TV commercials, digital, and multipurpose sizzle reel productions, and will offer a fresh twist on commercial and content marketing. A sister company of ChizComm Ltd., an international marketing and communications
24 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
firm specializing in the toy and entertainment space, kidsistr’s executive team consists of President and CEO Harold Chizick, Executive Producer Harvey Glazer, and Executive Vice President Donna MacNeil. Glazer, an award-winning director and producer with nearly 20 years of experience, is internationally recognized for his work in film, TV, commercials, and music videos. His portfolio consists of videos with trending and A-list artists, such as Drake and Rihanna, high-profile entertainment brands, and more. Chizick and MacNeil developed their marketing careers within the toy and entertainment industries over the past 25 years. Their experience working with a variety of brands, products, and companies have led them to become industry trailblazers and marketing communications leaders. kidsistr brings a talented roster of creative writers, directors, and producers to deliver edgy content that is on-trend and engaging for North American audiences. »
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THE TOY INSIDER
THE HOTTEST
TOYS OF THE YEAR The Toy Insider Launches 12th Annual Holiday Gift Guide
ADVENTURE PUBLISHING GROUP INC., PUBLISHER OF THE Toy Book and The Licensing Book, brings consumers the Toy Insider, the ultimate holiday gift guide featuring the hottest toys and gifts for the holiday season. The 12th annual edition of the Toy Insider will appear in the November issue of Family Circle magazine and online at thetoyinsider.com. The Toy Insider features expert toy and gift recommendations at all price points, making it easy for gift-givers to find the perfect product for every child on their list. 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 more than 225 toy recommendations from more than 95 different manufacturers, the Toy Insider is a convenient and user-friendly guide that includes gift ideas broken down by age group: infants and toddlers (0-2), preschoolers (3-5), grade schoolers (6-8), and tweens and teens (9+). The guide also calls out the developmental benefits of each toy to assist gift-givers in making the best selections for the kids in their lives. In addition to the annual Hot 20 list of the hottest toys that will top wish lists nationwide, the Toy Insider also released the Top Tech 12, featuring the most innovative tech toys, and the STEM 10, encapsulating toys that enhance kids’ understanding of science, technology, engineering, and math. Garnering billions of consumer impressions last year, appearing in outlets such as the Today show, the Wendy Williams show, the Steve Harvey show, ABC World News Now, Fox & Friends, MSNBC, Huffington Post, and more, the Toy Insider is again poised to make a splash with national and local print, broadcast, and online media outlets this holiday season. In addition to the holiday gift guide, consumers can find full product reviews, exciting giveaways, and gift-giving tips year-round on thetoyinsider.com. For more information about 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 from the Toy Insider, follow @thetoyinsider on Twitter, Facebook, Instagram, and Snapchat. »
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AS SEEN ON
TIA PERSPECTIVES SWEET SUITE
SWEET SUITE 17: HAVING A BLAST THE TOY INSIDER’S EIGHTH ANNUAL SWEET SUITE EVENT took place on July 12 at Pier Sixty in New York City. Known as The Biggest Night of Play, the premiere toy party of the year welcomed more than 250 digital influencers and more than 150 members of traditional media to connect with dozens of toy companies in advance of the holiday shopping season. This year at Sweet Suite, guests enjoyed one-on-one time with representatives from more than 80 of the hottest kids’ brands and properties on the market, including VTech, LeapFrog, Just Play, Warner Bros. Interactive Entertainment, Spin Master, Mattel, Simplay3, MGA Entertainment, K’NEX, LEGO, and more. #SweetSuite17 generated more than 28 million Twitter impressions, more than 1,000 Instagram posts, and dozens of YouTube videos and blog posts. For the first time ever, Sweet Suite partnered with 20 top YouTube creators to livestream unboxing videos. Top sponsors created custom boxes for YouTubers to open live on camera in the special Sweet Suite lounge, while thousands of followers watched the fun from home. Channels included Mommy and Gracie Show, That YouTube Family,
Little Lavignes, Kitties Mama, Kid Toy Testers, and more. Sweet Suite gave digital influencers and members of the press a chance to meet old and new friends while sipping on cocktails, feasting on scrumptious snacks, and—best of all—playing with the hottest toys of the holiday season before they hit the market. Enormous swag boxes were shipped directly to attendees’ homes after the event, sparking a resurgence in social media impressions and ensuring influencers and journalists have products on-hand to review and share with their followers. Not to mention, the swag boxes yielded dozens of live and recorded unboxing videos on Instagram, Facebook, and YouTube. On September 19, 2017, the Toy Insider team hosted its sixth annual HoliDAY of Play event in New York City, where 150 members of the media were the first to see the Toy Insider’s Hot 20, Top Tech 12, and STEM 10 hot holiday toy picks, as well as meet with top manufacturers before the holiday season. » If you’re interested in learning more about these events, contact Laurie Schacht at thetoyinsidermom@gmail.com.
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MOVIE-LICENSED TOYS MAKE THEIR MARK Toys with Tie-Ins to Movies and Entertainment Experience Tremendous Growth in 2017 by JULI LENNETT, U.S. toys industry analyst, The NPD Group THE U.S. TOY INDUSTRY GREW BY 3 percent to $7.2 billion for the first half of 2017, based on retail sales data from global information company The NPD Group*. With about one-third of total annual sales typically occurring in the first half of the year, NPD estimates that the industry will grow approximately 4.5 percent for the full year. This would require growth of around 5 percent in the latter half of the year to reach NPD’s annual estimate. The toy industry was off to a slower start in 2017 compared to last year, but this should not be interpreted as cause for alarm. Much of this shift has to do with the fact that the industry has been comparing against strong Star Wars movie toys sales from last year, as a result of the December 2015 release of Star Wars: The Force Awakens. In the first half of 2016, Star Wars toy sales grew by 200 percent, making it the biggest contributor to the industry’s growth during that time. This comparison will go away beginning with September’s Force Friday II event. To put its “force” into greater perspective, Star Wars closed out 2016 accounting for $761 million in toy sales, topping the $732 million in 2015. These are big numbers to exceed, but the much anticipated Star Wars Episode VIII: The Last Jedi will nevertheless help propel growth in the fourth quarter of 2017. While the last two years have been particularly stellar for the toy industry— and difficult to surpass—there are some unique callouts for 2017. The current box office leads me to believe that 2017 may go down in history as the year of movie licensed toys, especially boys’ action. Toyetic properties including Batman, Cars, Spider-Man, and Transformers were only warming up during the first half of the year. Several other movies are still to come,
including The LEGO Ninjago Movie, My Little Pony: The Movie, Thor: Ragnarok, and Justice League. As a result, I expect entertainment will provide the needed thrust to make up some of the slowdown during the opening half of the year. Illustrating how the box office moves the needle within the toy industry, first half supercategory sales declines in Building Sets and Action Figures can be linked to last year’s movie tie-ins, including Rogue One: A Star Wars Story, Batman v Superman: Dawn of Justice, and Teenage Mutant Ninja Turtles: Out of the Shadows. The Vehicles supercategory started to accelerate with the June release of Disney•Pixar Cars 3. Its two strongest growth categories, Radio/Remote Control and Mini Vehicles, are getting a lift from the new movie, and I expect Cars 3 to continue to drive growth here through the holiday season. Looking at the list of top-growing properties, it is clear that, no matter how you slice it, nearly all of them have some movie or entertainment tie-in to support their growth. Six of the top 10 growth properties had movies released since last November. In addition, all of them except for L.O.L. Surprise! have either a video game or app game associated with it. Like many other toy properties today, L.O.L. Surprise does have several videos on YouTube with more than a million views each, showing that content continues to be an industry influencer. What is also interesting is that all of the growth properties are newcomers to the list, meaning that none of them ranked during this time last year. In fact, six of these top growth properties are completely new, and had no sales during the first half of last year. The theme of entertainment is also evi-
28 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
TOP 10 PROPERTIES JANUARY-JUNE 2017
1 POKÉMON 2
NERF
3
STAR WARS
4
BARBIE
5
BATMAN
6
HOT WHEELS
7
LITTLE TIKES
8
SHOPKINS
9
PAW PATROL
10 LEGO STAR WARS TOP 10 GROWTH PROPERTIES JANUARY-JUNE 2017
1 POKÉMON 2
BATMAN
3
TROLLS
4
LEGO BATMAN
5
HATCHIMALS
6
DISNEY MOANA
7
PJ MASKS
8
L.O.L. SURPRISE!
9
CARS THE MOVIE
10 POWER RANGERS
U.S. Toys Supercategory Performance January-June 2017 Games/Puzzles Plush All Other Toys Dolls Vehicles Infant/Toddler/Preschool Toys Outdoor & Sports Toys Arts & Crafts Youth Electronics Action Figures & Accessories Building Sets -15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
Percent Change, Based on Dollar Sales dent when looking at the list of top overall properties. Combined, these 10 properties comprise approximately 20 percent of total industry dollars. Batman is a newcomer to the list, as a result of the new The LEGO Batman Movie, which debuted in February. Beyond the box office, there are some other trends that continue to drive sales. The $819 million collectibles market continued on its growth trajectory, with dollar sales up 22 percent mid-year. This growth has softened, as the trend exploded in 2016, but with all the top growth properties having one or more toys in the collectibles space, it is clear that this trend is moving the market. With the increased assortment and emphasis in stores on blind packs, I expect continued strong growth for these items through the end of the year. The games category continues on its path of growth, with sales up 24 percent mid-year. Within games, strategic trading card games were the strongest contributor, up $76 million or 43 percent, followed by adult games, up 267 percent or $28 million. Pokémon is driving the growth in strategic trading card games. It was both the No. 1 property and No. 1 growth property
for the total toy industry, growing its sales by $85 million or 60 percent in the first six months of 2017. Lastly, we cannot talk about 2017 without addressing fidget toys. NPD’s miscellaneous category, where fidget toys are classified, was up double-digits in the first half of the year, with most of this growth due to fidget toys. Sales for these toys peaked in mid-June, but I expect they will continue their popularity through the holiday season, as they will be supported by new assortments as well as joined by other stress relief-type toys, including fidget spinners and squishy toys, all of which could make for good stocking stuffers. There are many activities for the toy industry to capitalize on during the holiday season and through the remainder of the year. Along with the right products and pricing, timing is a key component to the retail trifecta. Holiday 2016 showed the importance of creating excitement and driving store traffic throughout the holiday season, and not just the weekend before Christmas. As we saw last year, industry growth slowed the first three weeks in December and then we saw explosive growth
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the week before Christmas and Hanukkah instead of consumers spreading their shopping over several weeks. As a result, December actually brought down annual 2016 growth. With Christmas 2017 falling on a Monday, the timing situation and keeping consumers continuously engaged become even more critical this year. » Source: The NPD Group, Inc. / Retail Tracking Service, January-June 2017 *U.S. data is representative of retailers that participate in The NPD Group’s Retail Tracking Service. NPD’s current estimate is that the Retail Tracking Service represents approximately 80 percent of the U.S. retail market for toys.
Juli Lennett, senior vice president, industry analyst for The NPD Group’s U.S. toys division, has spent the past 11 years at NPD managing client relationships and consulting to a variety of manufacturers, licensors, and retailers within the toy industry.
THE FUTURE OF TOYS How Entertainment Will Affect Toy Sales in 2017 & 2018 by SEAN MCGOWAN, managing director, Liolios Group AS WE STAND ON THE THRESHOLD OF the 2017 holiday season, one can be excused for thinking “What a difference a year makes!” At this time last year, the industry was enjoying almost unprecedented momentum and the near-term future looked quite bright, thanks to the number of movies and TV shows that would promote sales in 2017. But the 2016 holiday season was disappointing for many in the industry, and the first half of this year saw many toy categories and brands post sharp declines. I believe, however, that in many ways, the next 15 months will be an inverse of the last 15 months. That is, this holiday season may actually turn out to be better than indicated by the heightened sense of caution among many in the industry, and next year could turn out to be better than this year. But there are structural shifts taking place in the industry, and the Hero Droid BB-8, from Spin Master
winners will be the companies that recognize the need to change their expectations. Going into the 2016 holiday season, it was easy for many in the toy industry to feel exuberant. The industry had posted extremely strong growth through the first three quarters of the year, and 2017 loomed large and promising with a treasure trove of toyetic movies bound to stoke demand for licensed toys. Even if your brain was telling you, “Past performance is no guarantee of future success,” your heart was probably yelling “Whee! Let’s do that again!” But then something happened on the way to the after party. Retail sales slowed dramatically in the final weeks of the year in several categories, resulting in many manufacturers coming up short in shipments and retail inventories ending the year at higher-than-desirable levels, which, in turn, curtailed shipments in the first half of 2017. U.S. retail sales of toys still managed to grow in the first half of 2017 (up 2.8 percent, according to The NPD Group), but the growth rate was less than half the rate of a year ago. Some toy products and properties were quite strong against the backdrop of lower industry growth in the first half of the year. Spin Master had great success with Paw Patrol, which continues to grow, and Hatchimals, which didn’t hit retail shelves until October of last year. Although even Disney admits that toys tied to Cars 3 are slower than expected, the property is still strong, getting a big boost from the latest installment of that franchise film series. While LEGO’s Star Wars toys were down, its Batman sets were very strong, lifted by The LEGO Batman Movie sets. Pokémon Go, the app that was a hit around this time last year, has turned into Pokémon “Gone,” but sales of Pokémon toys remained very strong. More ominously, several toy categories and properties showed sharp declines so far this year despite the fact (or, perhaps,
32 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
because of the fact) that they were among the strongest sellers in recent years. Action figures were down in the first half of the year, driven by declines in Star Wars sales. Building sets also declined, led by declines in LEGO’s sales, which also seemed to be driven by declines in Star Wars. Doll sales overall rose in the first half, and sales of collectibles were good, but the leading collectible brand, Shopkins, is on a sharp decline. One of the lessons of late 2016, and so far in 2017, is that theatrical licenses don’t perform reliably, especially where there are so many properties competing for attention. Last year’s Hollywood reboot of Teenage Mutant Ninja Turtles was a disappointment, both at the box office and on the toy shelves. Merchandise tied to Star Wars: The Force Awakens were blistering just before and right after the film’s release in December of 2015, but they cooled off sooner than many expected in 2016. Rogue One: A Star Wars Story did not pick up the slack in 2016, leading to broad declines in Star Wars sales this year. Sales of toys linked to Beauty & the Beast and Moana did very well this year, but overall Disney Princess sales were down in the first half, owing to the continued decline of Frozen merchandise. Wonder Woman did well at the box office, but hasn’t translated into toy sales as well as some other superhero properties. All of this has left many in the industry nervous about holiday sales this year, which also leads to concern for next year. I share some of that nervousness, but I think expectations may now have been calibrated down so much that the potential for positive surprise is greater. The fact that retail sales weakened so much during the final weeks of last year means that year-over-year growth won’t be as challenging this year. Spider-Man sales may still have some momentum going into the holidays. Even prior to the holidays, we could see an uptick in toy sales because of a couple of films. The long-awaited My Little Pony: The Movie is sure to give that property a lift in product sales, while The LEGO Ninjago Movie should lift sales for that property, which remained very popular even
after LEGO took it off the market. While I don’t think anyone expects Star Wars: The Last Jedi to spark toy sales at the same levels as The Force Awakens, it should do better than Rogue One: A Star Wars Story. Sales of BB-8 toys were very strong after The Force Awakens, and I expect supply to be much stronger this time around. The first Justice League film should do monster box office numbers and lift toy sales for Mattel, Jakks Pacific, and other licensees of DC Comics toys. I expect the combination of relatively easy comparisons and a number of big entertainment catalysts to lift toy sales this holiday season. For all the talk of how “entertainment rich” 2017 was, 2018 looks every bit as stocked. Marvel’s Black Panther opens in February, rather early for a superhero film. DC’s The Flash comes a month later, and then the floodgates open, with May and June absolutely jammed with highly toyetic films, including a new Avengers installment, the Han Solo Star Wars film, and sequels from Deadpool and Transformers, giving Hasbro four films in just five weeks that should boost sales. Other toyetic films next summer include Incredibles 2 with toys coming from Jakks Pacific (yes, that’s right!), Jurassic World 2 (whose toy license is now held by Mattel), Barbie (Mattel, obviously), Ant Man (Hasbro), Secret Life of Pets 2 (Spin Master). The fall/holiday season will bring Aquaman (Mattel), Venom (Hasbro), a live-action version of Mulan (which will benefit Hasbro and Jakks Pacific), Wreck-It Ralph 2, and an animated Spider-Man feature (both of which Hasbro has the rights to). So, it’s pretty clear that the toy industry will have an incredible amount of entertainment support next year. But this embarrassment of riches raises an important question: Can there be too much of a good thing? Nine of the films planned for next year are based on superheroes. (This includes Incredibles 2, which might be considered almost a playful spoof of superhero films, but still…) Most target essentially the same audience. Surely, not all of them will generate equal demand for toys, and it may well be that while overall sales of superhero toys rises in such an environment, the performance of any individual property may be diluted by the vast array of competing properties. I, for one, am intrigued to see how the timing of the Han Solo release affects the retail sales of toys. Starting with The Force Awakens, recent Star Wars films have come in December, leaving nearly a year between
My Little Pony The Movie Canterlot and Seaquestria Castle, from Hasbro
releases. The Han Solo film is scheduled for May, just more than five months after the release of The Last Jedi—that doesn’t leave a lot of time for planning how to allocate retail shelf space. At what point to retailers begin to cut back on Last Jedi space to make room for Solo product? Or do they add to overall Star Wars space? And what if Last Jedi sales are disappointing? Do they cut back on Star Wars to make room for any number of other lines? Retailers typically make these space allocation decisions far in advance, but will be forced to make game-time decisions next spring. It could be that 2018’s crowded toyetic film slate results in studios and toy makers both rethinking the strategy of packing so many films into the schedule. Considering the emergence of Warner Bros.’s DC properties and the fact that Paramount and Universal have big toy-friendly films coming next year, it’s not just a question of whether Disney will spread out its Marvel, Star Wars, and Pixar releases. Competition among the studios is such that they may think it is better to overcrowd the slate than cede ground to a competitor. That strategy may make sense for that side of the eco-system, but it’s probably not ideal for the toy side of things. Overall, though, I believe there is good reason to expect 2018 to be a strong year for toy sales, even if the crowded film slate dilutes the magnitude of any single property.
I will finish with a word about this year’s “nobody saw THAT coming” surprise hit toy—the fidget spinner. What, if anything, is there to be learned? This is an item that had no patent protection, no entertainment connection, no advance buzz at Toy Fair, no global giant manufacturing it, and no clear play pattern other than “pick it up and spin it.” It went from being something that almost nobody had heard of in January to something nobody could avoid by April. But what are the lessons? Besides “You never know,” I really can’t think of too many lessons from this fad to use as a guide for the future. But, I think we can also safely predict that at some point in the not-too-distant future, the toy industry will probably see something new come out of nowhere and be a surprise hit. »
Sean McGowan is a managing director on the consumer team of the Liolios Group, which provides capital market navigation and advisory services. He has been closely following the toy industry for 30 years, analyzing product trends, cost changes, marketing practices, and other aspects of how products and companies succeed (or don’t). He also follows digital gaming, sporting goods, and juvenile products. In addition, he is on the Board of Advisors of the Toy Industry Foundation.
toybook.com | SEPTEMBER/OCTOBER 2017 | THE TOY BOOK 33
TOY STATE The Trailer Team Loader Pulling Earth Drill, from Toy State, is a two-in-one Cat Earth Drill that lets kids create their own work site. Little construction workers can dig their own big holes just like a real crew member. The drill comes with a detachable trailer, so kids can play with the loader and then easily store it. The set will be available next spring, and is also available with a dump truck that pulls a water sprayer.
NEAT-OH! INTERNATIONAL Neat-Oh! International will introduce the Mime-Control Dino-Drone, a wearable remote that uses gesture technology and allows users to control the Dino-Drone with hand movements. The remote is adjustable to all hand sizes, and it will be available next January. The Dino-Drone is Pterodactyl-shaped and features a 3-D flip function for 360-degree action. The drone also features LED lights and has a built-in six-axis gyro for automatic hovering. The emergency and low power features allow for smooth landing. The Linkt Craft Kits line was designed by artisan Rebeca Mojica and is based on the art of chainmaille, which was used by knights and kings as protection and adornment. The kits include hundreds of metal rings and metal scales, as well as companion videos online. Linkt Craft Kits Metal Petals is a level one set that lets kids make necklaces and six pairs of earrings by linking the scales together. The Linkt Craft Kits X-Lock lets kids make five bracelets. The included patent-pending layout tool helps transform metal rings into an intricate piece of jewelry. Linkt Craft Kits Whirly Loops is a level one set that comes with hundreds of colorful silicone and metal rings. The set allows kids to make five necklaces. Linkt Craft Kits Atomic Eye lets kids create five necklaces and five matching earrings by weaving rings inside rings. The included patent-pending layout tool helps transform the metal pieces into jewelry. This level two set will be available next January. Linkt Craft Kits Eclipse lets kids create three bracelets and two pendants. This level 3 set comes with the patent-pending multi-piece tool created specifically for this weave. Linkt Craft Kits Metal Petals, Linkt Craft Kits X-Lock Level 4, and Linkt Craft Kits Atomic Eyes Level 2 will be available next Janurary. The Everyday Princess—Unity Doll Set features three 4.5-inch posable dolls: Ava, Lisa, and Haley. The multicultural dolls have thick, long hair for styling and brushing. Everyday Princess—Convertible with Bianca Doll features a 4.5-inch posable Bianca doll and a pink convertible. Bianca has long, thick hair, and the convertible has space for an additional doll or pet. Designed for kids ages 3 and up, these sets are available now. Hot Wheels Track Storage stores up to 300 Hot Wheels cars and tracks. The storage set is sized to fit into most modular storage units, features a pop-out divider for Hot Wheels tracks, and has different Hot Wheels graphics on all four sides. Designed for kids ages 3 and up, the storage set collapses flat for storage when empty.
34 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
ORB ORB will introduce Molecules, a building compound that lets kids build whatever they want, one atom at a time. The compound holds shape and never dries out. Each kit comes with thousands of Molecules in different sizes and color combinations, allowing for endless DNA sequencing possibilities. This DNA-inspired compound lets kids create with their imaginations, and is designed for kids ages 5 and up.
MINDWARE MindWare introduces Paint Your Own Expressions: LOVE, PEACE, and WISH, which feature porcelain letters that kids can paint themselves. Designed for kids ages 8 and up, each kit—LOVE, PEACE or WISH—comes with five pieces of porcelain to decorate, 12 paints, and two brushes. Mindware will also add to its Playful Chef line with the Playful Chef Deluxe Baking Kit, which is designed for kids ages 4 and up. Playful Chef Knife set features three different knives, which are strong enough to cut through vegetables, but won’t cut little fingers. Designed for kids ages 5 and up, the comfort grip handles are made for small hands. The set comes with an instruction book that explains proper knife handling techniques, and a cutting size guide featuring culinary terms. Playful Chef Chocolate Studio is an easy and safe way for young chocolatiers to make sweets. This kitchen appliance will turn baking chips or candy melts into melted chocolate. Featuring child-safe temperature settings and a heat-resistant silicone lip, the melting pot allows kids to dip fresh fruits or salty snacks, and scoop ladles of chocolate without coming into contact with any hot surfaces. Designed for kids ages 7 and up, the studio includes molds and a spatula to make candies, forks, a ladle, and parchment paper to use while confection creations harden. Groovy Blocks inspire kids to create buildings, furniture, animals, and more with the grooved blocks and five types of links. The blocks and links slide together easily and in a variety of ways. The hinges let kids add working doors, window shutters, fish tails, and more. The set includes 50 grooved blocks, 70 color-coded links, and a design booklet. With KaBlocks, kids can blow up their structures. The soft foam blocks are easy to stack into towers on the special building platform. Once ready, kids jump on the stomp pad to blast the blocks into the air. Designed for kids ages 3 and up, the set comes with 28 foam blocks, two foam launch grooved blocks, a building platform, and a launch pad. Designed for kids ages 4 and up, Blockables are soft foam blocks that kids can stack and interlock. The set comes with 56 blocks in four different sizes and four bright colors, including eight single blocks, eight double blocks, four triple blocks, and 36 round blocks. Science Academy Junior: Stardust Putty Lab is a junior lab that includes pre-measured ingredients for guaranteed results and teaches lessons in astronomy and color mixing. Designed for kids ages 4 and up, kids can create Red Giant Star Putty, Yellow Dwarf Star Putty, and Orange Supernova Putty. Dig It Up! Discoveries: Fairies is an activity that features 12 fairies that kids can set free from their magic stones. Once released, kids will learn about each fairy’s special powers, including the Earth Fairy’s control over tectonic plates and earthquakes, and the Air Fairy’s ability to sculpt clouds and create whirlwinds. Designed for kids ages 4 and up, each stone is individually wrapped and includes a chisel. Using Dig It Up! Discoveries: Wild Animals, junior explorers will chisel away the animal pods to discover 12 wild animals, including a chimpanzee, a peacock, and more. Designed for kids ages 4 and up, each animal pod is individually wrapped and includes a chisel.
36 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
CRA-Z-ART SoundMoovz, from Cra-Z-Art, lets kids create music by moving. For kids ages 8 and up, these motion-activated, wearable electronic devices play music and special sound effects as users move. Experience the excitement by moving, dancing, and creating unique musical beats. Kids can attach the bands to their wrists or ankles, power on, and connect to the free SoundMoovz app to choose from more than 400 sound bytes and start moving. Each SoundMoovz package comes with two “bandz” (batteries included) that are available in several colors, such as blue, pink, and black. Users can use SoundMoovz through a phone, or can connect to a speaker to amplify the sound. Different modes include musical, instrumental, robot, karate, and more. The connected app is available for free download from iOS, Google Play, and Kindle stores, and up to seven bands can be synced to one device. In 2018, SoundMoovz will have the app 2.0 version with more sound bytes, updates, and other new features.
K’NEX Thrill Rides: Mobile Virtual Reality Roller Coaster Building Sets, from K’NEX, bring a mobile virtual reality experience to builders, bridging the gap between physical and digital play. The K’NEX app allows kids to virtually construct the physical set that they built, and they can use the virtual reality viewer—included with most VR-enabled sets—to virtually ride their coaster. As with the physical sets, each can be combined and customized in many different ways. The VR app, which can be used with or without a VR viewer, will feature an interactive gallery that will allow builders to share their creations with other kids who can also virtually ride the coasters. The new line will be available next fall. K’NEX Imagine will expand its offerings next year to include a new line of transitional building sets designed for kids ages 5 and up. The first six items will feature an outer space theme and include Crater Trekker, Martian Explorer, Rocket Launch Center, and more. The color-coded K’NEX building system makes it easy for kids to follow the instructions even if they aren’t able to read. The line also introduces a new K’NEX piece that will allow kids to build flat and create a 3-D model. The new sets will be available next fall. K’NEX Education expands with three new Kid K’NEX items this year. The sets will teach kids at the preschool and kindergarten levels the concepts of shapes, colors, counting, early math, storytelling, and early literacy. Each set includes chunky, colorful Kid K’NEX pieces and four double-sided activity cards. Designed for home or classroom use, the sets will be available this December. The Make It Move Building Set includes 160 colorful, chunky pieces that are easy for little hands to snap and plug together and will help kids develop dexterity. This set also features two different sets of instructions: simple flat builds to teach kids the basics of building, as well as instructions for 3D models that move. Designed for kids ages 3 and up, the building sets will be available exclusively on Amazon next fall. Next spring, the new K-Flight will allow kids to build and launch their own customizable K’NEX plane. Each plane is made from durable foam that will safely ensure hours of use and reuse. Kids add K’NEX pieces to the plane for added stability, attach it to the launching grip, and then launch their creation. The introductory line includes Ripshot Fighter, Ripshot Racer, LD-1 Glider, and LD-2 Jet. Designed for kids ages 7 and up, each set comes with a launching grip and more than 100 K’NEX parts and pieces. As with other K’NEX sets, the planes can be combined into alternate builds. Make It Move Building Set
38 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
NSI INTERNATIONAL NSI International’s Wubble Fulla Slime is a new squishy, squashy Wubble Ball that is filled with gooey slime. Kids can squeeze, stretch, and toss it for hours of fun. Designed for kids ages 6 and up, Wubble Fulla Slime is available in three sizes: Tiny, Big, and Huge. Wubble Fulla Marbles is a squishy, squashy Wubble Ball that is filled with colorful soft, squishy Magic Marbles. Designed for kids ages 6 and up, kids can squeeze, stretch, and toss it. This new Wubble is also vailable in three sizes: Tiny, Big, and Huge.
KAHOOTZ TOYS Kahootz Toys will add Fashion Plates—The Press & Punch Paper Fashion Maker, which lets kids press and punch their own styles. The Fashion Press roller tool is easy to use and lets kids create designs from many different kinds of paper, without tracing or cutting. Kids start with the included paper sheets and can add to their collection with magazine pages, wrapping paper, construction paper, and more to create different designs. Little designers place paper into any of the eight Fashion Press punch plates and roll through the roller tool to punch out shirts, pants, boots, and more. Designed for kids ages 6 and up, kids can layer, embellish, and glue their creations to the included model sheets to display in their portfolio. Kahootz Toys will also expand the Colorforms collection, which has inspired creative expression for more than 60 years. These classic, re-stickable shapes provide opportunities for imaginative storytelling and enhance learning through open-ended play. With the new Colorforms Picture Panels Play Sets, kids can build colorful scenes and puzzles, mix and match the Colorforms pieces, and re-stick the shapes to create new stories. Each play set allows kids to explore different forms of play, using shapes, 3-D, puzzles, scenes, and pictures. The double-sided Picture Panels enhance creative storytelling with play scenes on one side and puzzles on the back. Each Picture Panel also features magnetic edges that connect together to expand kids’ Colorforms collection and can stick to refrigerators. Designed for kids ages 3 and up, the sets come with more than 150 pieces, two double-sided Picture Panels, an idea panel, and a storage box. For more than 100 years, Plasticine has been the original reusable, non-drying modeling compound for artists of all ages. Next year, Kahootz will add new sets, including 6-, 9-, and 24-Color Play Packs and Tool Kits, designed for kids ages 5 and up. Plasticine is easy to mold and never dries out or shrinks, doesn’t stick to hands, and remains soft and pliable, making it a good modeling material for creative expression and stop-motion claymation. Kahootz Toys will add new Popoids bend and pop building toys to the Romper Room collection of imaginative toys designed to stimulate play for developing minds. The building sets are designed for kids ages 5 and up and let little builders make unique creations and creatures. Kids pop together the colorful tubes and connectors, then bend, twist, stretch, and squish them to change their creations. The new kits will be available in 60- and 30-piece building sets designed to enhance fine motor skill development, creative thinking, and problem solving skills. It also encourages kids to express themselves through sensory, open-ended, and exploratory play.
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TUCKER TOYS Tucker Toys partnered with Pandora for its Disc Jock-e, a throwing disc with Bluetooth technology. The new deal will give consumers a 90-day free trial of Pandora Premium, the on-demand streaming tier, when they purchase a Disc Jock-e. Pandora Premium combines the best of Pandora’s personalized radio with the ability to search and play any track or album as well as a set of playlist features. Listeners can now create their music experience with ease. Disc Jock-e is durable, water-resistant, and syncs to any playlist from a phone, tablet, or computer. Designed for kids ages 8 and up, it is available in blue or orange styles. Tucker Toys will add three new Trick Shots Sports toys to its line next year: Sports Golf, Football Kicker, and Disc Thrower. The new items feature powerful snap-action performance and are ready to perform tabletop action and freestyle play in Trick Shot combinations. The current line of Trick Shot Sports includes Basketball, Football, Baseball, Hockey, and Soccer. Each action figure dude is sold separately or in deluxe sets that include a featured accessory, such as a soccer goal or basketball basket.
PLAYMOBIL Playmobil Aquarium lets kids explore underwater worlds. With this set, designed for kids ages 4 and up, little ones can let their figures stand on the visitor’s bridge and watch as the sea lion jumps through the hoop and balances a ball on its nose. The chart includes a clock with movable hands so that kids know when it will be time for the next feeding. Additionally, visitors can observe the sea creatures on the rotating carousel, or stay inside and watch fish swim by from the underwater viewing area. Kids can even fill the aquarium tank with water during playtime. The set includes three figures, three seals, colorful fish and sea creatures, a bucket with fish, coral, recycle bins, a feeding time clock, and other accessories. Kids can race to the finish line with the Porsche 911 GT3 Cup. This racing car is ready to hit the track and comes with a pit stop area where a mechanic can help racers with their car troubles. The car features functioning front and rear lights, and the removable roof makes it easy to access the car’s interior. Drivers can celebrate their victory across the finish line with the winner’s cup. Designed for kids ages 3 and up, the set includes two figures, a Porsche car with sponsor decals, mechanic tools, a spare tire, a racing flag, a helmet, and more. Playmobil RC Turbo Racer is compatible with the RC Racers app for iOS and Android, and uses Bluetooth technology so that kids can put their smartphone into the remote control. Kids can also use the included R/C unit to steer the car on its route. Racecar drivers can also activate functioning lights from the remote control. The set comes with one figure with a helmet, a racecar, and a remote control. Designed for kids ages 6 and up, kids can collect all three Playmobil RC Racers. Kids can enjoy a winter retreat at the Playmobil Ski Lodge and start their day with breakfast on the patio. When it’s time to head to the slopes, guests can rent skis at the equipment station and check the trail board. After a day of skiing, they can sip on hot cocoa by the fire, and then climb up the ladder to the beds in the loft. Designed for kids ages 4 and up, the set includes five figures, skis, a table, chairs, firewood, shovels, a lounge chair, a snowman, mittens, and more accessories. Playmobil Aquarium
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WINNING MOVES USA Winning Moves USA’s Deluxe Pente is a remake of the 1970s Pente strategy game based on related games that have been popular in Asia for centuries, most notably the game of Go. The first player to place five stones in a row or capture five pairs of opposing stones wins the game. Deluxe Pente includes one rollup Pente game board with a rubber backing, four sets of colored glass stones, four cloth drawstring stone storage bags, and illustrated instructions. Designed for kids ages 8 and up, the game will be available in January. Ice Pop Swap is a new card-swapping game that kids can play competitively or cooperatively. The first player to collect four ice pop sticks of one color wins the game. Players must avoid “icy sticks,” which do not count as points. Ice Pop Swap comes with one plastic card storage case, 46 ice pop cards, and illustrated instructions. Designed for two to four players ages 4 and up, the game will be available in January. The Rubik’s Tower is a 2-by-2-by-4 cube that adds a twist to the original Rubik’s Cube. The newest addition to Winning Moves USA’s Rubik’s Cube collection is a combination of two 2-by-2 Rubik’s Cubes on top of one another and rotating around a central axis. Designed for kids ages 8 and up, the Rubik’s Tower will be available in January.
PLAYMONSTER PlayMonster will launch new vehicles in its mini collectibles line for Automoblox, which will feature the classic mix-and-match capability with a new look. Four new cars will join the line—two as single packs and two as two-packs—and will have new designs and bright colors. The two-pack sets will feature a new dark-stained wood. Additionally, a new pick-up truck and SUV with a trailer will be introduced, as well as the first Automoblox motorcycle. The 16.5-inch Hauler will also be new to the line and comes with two back ends, two mini vehicles, an adjustable ramp, and room to hold and haul up to five mini vehicles. Kids can mix and match the parts to transform it from a car carrier into a dump truck. Designed for kids ages 4 and up, each Automoblox vehicle sports a body made of European beechwood, and includes multiple interchangeable components, including tires, rotors, and calipers. Dictitious is a new adult party game in which players make up definitions for funny, fictional words that sound or look like real words. The game includes 400 fake words, paper, pencils, and voting tokens. The game is designed for four to 12 players ages 17 and up. PlayMonster partnered with comedian Jeff Foxworthy for the new game Relative Insanity. This party game uses bits of Foxworthy’s material that mix and match to create silly situations. In Relative Insanity, one player will read a set-up card, and the other players choose which of their punchline cards they want to play. The reader then chooses his or her favorite punch line, and the owner of that card gets a point. Designed for four to 12 players ages 14 and up, Relative Insanity includes 100 set-up situation cards and 400 punchline response cards.
44 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
WECOOL WeCool expands its collection of Glitzi, which are glittery, squishy, slime-like products from Compound Kings. The line features the super stretchy compound in three new bright colors. Designed for kids ages 4 and up, the new threepack of this super stretchy compound includes all three of the new colors.
FOLKMANIS Folkmanis will introduce new puppets next spring. The Frog Life Cycle is a teaching tool that changes in three stages from egg to tadpole to frog puppet. Both the Worm in Apple and Mouse in Pumpkin engage little ones in creative peek-a-boo play. More unusual introductions include the Jackalope and the Flying Pig. Low-tech enhancements provide a gentle vibration to the Purring Cat. The Disney collection will expand to six classic Mickey Mouse and Friends characters with a new Daisy Duck puppet joining the cast.
Mouse in Pumpkin
ALEX BRANDS Alex Brands will expand its Sweetlings line with Party-Fetti Friends, which includes four cake slice characters to layer, frost, and decorate. The Frost-A-Friend kit introduces Sundae Sparkling, and other new mini additions to the line include Yum Yum Chefling, Hootling, and Woofling. All kits include whipped clay and accessories. Kids can color, bake, and shrink Shrinky Dinks Love Notes Jewelry. This set lets kids make mini love notes that slip into a metal envelope charm so they can express themselves through shrinkable notes. The Color Me Clean Squeezy Whale lets kids use crayons and stencils to decorate their own whale friend, then use the towel to clean him off and do it over again. The kit includes a suction cup container to store everything. The Tendresse Collection by Kaloo is a new range of soft, cuddly dolls. Every doll features a unique outfit and special custom-embroidered details. Kids can choose from six styles in two sizes. Each doll comes wrapped in a gift box with a ribbon handle. The Baby Forest Activity Table by Janod keeps preschoolers busy and active. This all-wood activity table includes four baby animal activities. Kids can build a puppy, a duckling, and a bear cub when they solve puzzles, or spin the baby hedgehog to make all the table’s gears spin. They can fly the bird and the beads through a maze while a snail races on the track below. Designed for kids ages 1 and up, this table lets kids sort colorful shapes, then grab them from a canvas bag and start over again. Buzz Bee Toys introduces new blasters to its line. Designed for kids ages 6 and up, Air Warriors, Thermal Hunter, and Thermal Zenith deliver the first functioning infrared scope feature on blasters. When the scope detects a heat source up to 60 feet away, the cross hairs change from green to red. The long distance darts blast up to 100 feet.
46 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
BONKERS TOY CO. Bonkers Toy Co. will expand its toy and collectible line based on the Google Play game and app slither.io. Slither.io Build-a-Slither Blind Bags let kids find pieces to construct and create their own colorful slither. The line features 15 different blind bags to collect and contains enough components to make one complete slither. Designed for kids ages 8 and up, the Build-a-Slither Blind Bags will be available at national and local retailers next spring. The slither.io Build-a-Slither Multi-Pack Assortment contains 32 construction pieces for kids to create up to four separate slithers. Kids can also string their pieces together to make an extra long slither, similar to when players are on the leader board in the game. Designed for kids ages 8 and up, the line will be available next spring. Slither.io Build-a-Slither Mega Pack lets kid mix, match, and snap pieces together to create a super-sized slither. The Build-a-Slither Mega Pack contains 120 pieces, including special bonus components so that kids and collectors can create slithers in different sizes and colors. Designed for kids ages 8 and up, the line will be available at national and local retailers next spring.
TREE HOUSE KIDS Backpets bring together kids from differing backgrounds with a universal theme: their love of animals. This line from Tree House Kids introduces kids to authentic characters from a number of cultures around the world. The dolls’ outfits, hair, customs, and animal friends represent where they’re from. Each doll carries her pet in a backpack wherever she goes, and each pet has its own personality and characteristics, making it as unique as its “human.” Each pet also has a home that reflects its taste, species, and culture. The homes can be connected and interchanged to create an entire pet community. Featuring fashion, hair play, plush, and more, Backpets are designed to positively reflect foreign cultures and traits while reinforcing and promoting their own unique identities. Tree House Kids will launch new Mighty Rigz with licensing agreements with Freightliner and Ford to create some of the largest vehicles ever produced in-scale for action-figure play. Mighty Rigz Freightliner features perennial favorite play patterns that include fire, construction, outdoor, and city play. In addition to their size, these vehicles share features with all of the classic Tree House Kids lines, such as opening doors, working ladders and cranes, working tow winches and trailer hitches, light and sound features, and real rubber tires. In addition to the Mighty Rigz Ford F-250 and F-350, Tree House Kids is adding the Monster F-750 to its offerings for 2018. These vehicles will include the same play patterns featured previously, while adding a true heavy duty look and feel, and introducing 1:18scale vehicles. Featuring the most popular truck licenses in America, including Ford, Chevy, Dodge, and Jeep, as well as the new Ford and Freightliner lines, Mighty Rigz offer value, function, and durability, all while preserving the classic play patterns that parents seek when encouraging imaginative play.
48 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
PILLOW PETS Pillow Pets will introduce Mini 5-inch Pillow Pets in characters including Paw Patrol, Mickey and Minnie, Emojis, and more. Designed for kids ages 3 and up and available in the spring, these collectible pets are an ideal size for goody bags, teacher rewards, stocking stuffers, and more.
TCG TCG’s Jumbo Tidy Town Chair is a storage solution to help transform a room or play space into a character-themed hot spot. Available in a range of popular licenses including Disney•Pixar’s Cars, Thomas & Friends, Hot Wheels, Frozen, Disney Princess, and additional licenses in 2018, the chair features colorful themed graphics. The seat opens up to reveal a roomy storage compartment for toys. When closed, it is a comfortable seat for resting. Verti-Go, for kids ages 8 and up, is a card-based party game that requires balance and strategy. Verti-Go features 32 cards with die-cut slits on each side that players use to build towers. Players take turns creating ingenious designs on a soda can-shaped base, being careful not to tip over the structure and cause it to fall. As they build the tower, each player works strategically to make it more difficult for their competitors to keep the structure in balance. The first player to get rid of all of his or her cards wins. At the end of the game, players can neatly store the cards in the travel-ready building base, which doubles as a carrying case. Distribution for Verti-Go is being expanded in 2018.
Cars Jumbo Tidy Town Chair
REDWOODVENTURES Smooshy Mushy, from RedwoodVentures, is a new slow-rising squishy collectible. Each series includes one of eight randomly assorted pets. Kids can unwrap the container to find out which scented Smooshy Mushy squishy surprise pops out from inside. Each Smooshy Mushy Pet comes with a tiny squishy Bestie, a “what’s your smooshy name?” game, a nametag, a mini container, awesome stickers, and a collectible poster. Rare and ultra-rare food-themed Smooshy Mushy Pets are available, with 24 in total for kids to collect. Launching in the summer, Flying Sushi Kitchen is a game that will cause a raucous. Flying Sushi Kitchen puts competitive skills to the test as players pluck pieces of floating sushi from mid-air in a mad-dash scramble to fill their sushi order and rack up enough tickets to beat the competition. Players can use the special, kid-friendly chopsticks to fill their order before time runs out. Formula 4D joins IDO3D’s lineup. Formula 4D provides users with dozens of uses, from the playful creation of incredible molded shapes and art, to the building of technical 3-D models, to the creation of dazzling jewelry, fashion accessories, and more. Kids can use it in conjunction with IDO3D’s patented 3-D pen system for versatility and the ability to create multimedia models. Formula 4D will also be available in special kits under the “Quick Create” sub-brand. Quick Create kits include everything kids need to fashion ready-made works of art with molds, styling guides, accessories, added deco elements, and the reusable, patent-pending Formula 4D. Flying Sushi Kitchen
50 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
SCHLEICH The Farm World Rabbit Hutch, from Schleich, inspires kids’ imaginations as they role-play the tending of farm animals. This set lets kids get to know the animals better, and includes movable doors, a fence, and a water bottle. The Farm World Western Riding Set lets kids unpack and play. It includes a full play set with figures and accessories. All Farm World sets are designed for kids ages 3 and up. Schleich will introduce new play sets to its Horse Club line. The Hannah and Cayenne, Sofia and Blossom, and Sarah and Mystery sets each come with a movable girl figure who can ride, stand, and grip the horse figure. Kids can expand their Horse Club worlds with other play sets, such as the Caravan for Secret Club Meetings and add-on horse figurines such as Horse Club the Arab Stallion. Horse Club Hannah and Cayenne items are designed for kids ages 5 and up.
COBI The new USS Constitution COBI model is a block reflection of the original ship. The USS Constitution was an American threemast frigate named by President George Washington in honor of the U.S. Constitution. The ship was first launched in 1797 and is currently on display in Boston. The kit includes 800 blocks so kids can build up the ship, which is more than 27 inches long and 19 inches high. The masts flutter 14 sails along with the American flag. The ship is armed with movable cannons and is equipped with wheels on the bottom of the hull to allow for play on the floor. A large anchor is attached to the chain at the front of the ship. A three-person crew is equipped with a telescope, pistol, and musket. This new set will be available in January.
CIRCUIT SCRIBE Circuit Scribe uses a special conductive ink and paper to let kids draw their own circuits. It is currently in the final design stages for three new kits: DIY Drone, DIY Calculator, and DIY Lite Wings. After Kickstarter funding for these kits, the prototypes will become learning tools for kids to doodle and design. The DIY Drone is designed for kids ages 13 and up and lets kids create a four-propeller drone using cardboard as the body. This kit can be reconfigured to change the drone’s size, or turned into a flying paper airplane. DIY Drone The DIY Calculator features a patent-pending, thin-printed circuit board (PCB) clip-on design that allows kids to remake and alter the project. This kit is enabled by capacitive touch sensors and lets kids draw a working calculator in their notebooks, journals, or planner. The DIY Calculator is designed for kids ages 8 and up. The Circuit Scribe Pen is the specially designed pen at the core of every Circuit Scribe project. The pen is filled with nontoxic silver ink that makes it easy to create circuits. Circuit Scribe Pens can write on all surfaces that typical rollerball pens can write on, transforming them into working circuits. New this year, Sketch is a platform built for kids, teens, and adults to upload their work and inspire fellow creators. Sketch.circuitscribe.com features an AP Physics Intro to Circuits lesson plan that uses a Digital Multimeter and LEDS. An easier lesson plan, Sound the Alarm, is designed for students at the first grade level. Kids can learn how specific circuits work, and follow step-by-step instructions to create their own projects, including Stained Glass House, Light Bulb Card, and Spooky Ghost.
52 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
MAGFORMERS Kids can create cabins, tree houses, and more with the Magformers Log Cabin 48Pc Set. Kids ages 3 and up can decorate log cabins by clipping in balconies and walls, adding windows and ladders, laying turf, building fences, and planting trees. Clicformers is a new way to create and construct using four different connection methods to click, stack, fold, and roll. Kids can build vehicles, airplanes, and animals with the Clicformers 150Pc Set, made for kids ages 4 and up. Dolce Toys Pull-Along Elephant is a toddler’s first introduction to taking their best friend for a walk. The elephant teaches relationship and walking skills and has a squeaker in his tummy, crinkle ears, a signature Dolce teether, and a squeaky flower in his pocket. The Elephant can be removed from the wheels so kids can cuddle with it. Kids can become the ultimate builder with TileBlox 104Pc Set, which include magnetic pieces and a magnetic play board. Kids ages 3 and up can design huge houses, rocket ships, animals, and more. The pieces feature six different shapes and various colors, including 24 equilateral triangles, 44 squares, four trapezoids, eight rectangles, 12 right-angle triangles, and 12 isosDolce Toys Pull-Along Elephant celes triangles.
PACIFIC PLAY TENTS Pacific Play Tents’ Glow N’ The Dark Firefly Bed Tent features a No-See-Um mesh with a full graphic print, so little ones can gaze at the night’s sky in a comfortable environment. The tent also has G-3, color-coated “super poles” and safe radius-cut hook-and-loop features. The moon and the fireflies glow in the dark on the 77-by-38-by35-inch tent, which is designed to fit perfectly on a twinsize bed. The Barnyard Playhouse is large enough to accommodate three or more kids and features high-quality, 190T denier polyester taffeta and a realistic barn shape. The playhouse is made of G-3 fiberglass “super poles” that ensure safety and security, and are color-coded for easy set-up. The barn also comes with radius-cut hook-and-loop fasteners to prevent cuts or scrapes. The No-See-Um mesh helps to keep bugs out. The black-and-white-striped Activity Vest allows young artists to protect their wardrobe while they create. Made from durable 200 D Polyester Oxford, the vest will protect against pens, paint, glitter, and glue. The 4-inch elastic bands secure around the child’s waist with hook-and-loop fasteners for maximum fit and adjustability. The 24-inch length and the 13.5-inch width will fit toddlers to tweens.
GREAT PRETENDERS Great Pretenders will introduce the Colour-A-Purse Collection next year. Designed for kids ages 5 and up, Colour-A-Purse allows kids to personalize a purse and other accessories and express their individuality. The swirling patterns and included markers let kids color their purses and accessories in a variety of ways.
54 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
Glow ‘N The Dark Firefly Bed Tent
RUBIE’S COSTUME CO. Imagine by Rubie’s—the toy division of Rubie’s Costume Co.—was developed in 2012 to focus on the growing trend of the children’s dress-up category. The collection offers a full line of dress-up costumes and accessories for kids in blister sets, boxed sets, and separates. The high-quality designs are made to appeal to parents and kids, and include costumes inspired by popular movies, such as Justice League, Spider-Man Homecoming, Wonder Woman, Thor: Ragnarok, Star Wars: The Last Jedi, and Guardians of the Galaxy Vol. 2. Next year, the line will debut products from films including the upcoming feature film based on Han Solo, Black Panther, Avengers: Infinity War, Aquaman, Bumblebee, and the upcoming computer-animated Spider-Man film. Imagine products are designed to fit kids ages 3 to 6, with some additional sizes available. The products are distributed online and at retailers nationwide, including Walmart, Target, and Toys “R” Us, as well as independently owned toy stores throughout the U.S. and Canada. Each dress-up costume or accessory provides kids with the opportunity to dress up as their favorite character and inspires imaginative play. The new styles and new characters ensure that kids can be whomever they dream of during play time.
YULU Break Free, from YULU Toys, is a challenging action skill game full of urgency and suspense. Players must race to pick the lock on their handcuff as quickly as possible and before everyone else. First, players handcuff themselves together and insert a maze into each handcuff. The fastest to break free from their handcuff receives a token that corresponds with the maze color. There are points on the back of each token; the player with the most points after playing all three rounds wins the game. Safe Breaker is an electronic game that combines skill and memory, challenging players to crack the code and break into the safe. To start the mission, players pick a card and turn the safe combination to the corresponding number shown. Next, use the fingerprint scanner to test the number. If the light is green, the safe will release some coins. If the light is red, connect the spy-listening gear to the safe to hear a top-secret clue to deduce the correct combination code. Clues include mathematical chances and luck elements, allowing for a new experience each round. Operation: Escape is a new interactive game that taps into the escape room trend by combining skill, strategy, and teamwork to search, solve, and escape the room before time runs out. The objective is for players to work together and complete three tasks in order to set the captured player free of the master belt before time runs out. The game includes a series of three challenges: a Skill Challenge, a Strategy Challenge, and a Luck Challenge.
56 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
DGL TOYS DGL Toys, a division of DGL Group, introduces Marvel Inflate-A-Heroes. Available this spring, the line features soft, inflatable toys custom designed to depict Marvel characters and superheroes, such as Iron Man, Spider-Man, Rocket Raccoon, and Groot. The Inflate-A-Heroes come in assorted sizes ranging from 2 to 6 feet tall. They are lightweight, machine-washable, hypoallergenic, and durable. The Inflate-A-Heroes deflate for easy storage and can be inflated over and over again.
KELLYTOY U.S.A. Kellytoy U.S.A. Inc. will add to its Squishmallows line with new assortments that will launch this December and early next year. The Squishmallows line features eight styles in four sizes, including 3.5-inch clip-ons, 8-inch, 12-inch, and 16-inch assortments. The characters feature a penguin, an owl, a cat, a fox, a frog, and a hedgehog. The line will expand to feature seasonal styles with a Valentine’s Day-themed line that will launch in December, and an Easter-themed line that will launch in January. Those who join the mailing list available at squishmallows.com will get a first look at four special-edition plush that will launch later this year. Each Squishmallow character’s background story is featured on its lenticular-shaped hangtag so that kids can get to know their plush friend. The line is made with super soft spandex EF and polyester stuffing, similar to memory foam. The plush dolls can be washed in warm water and tumble-dried on medium heat.
ENTERTAINMENT ONE Kids can experience the sights, sounds, and phrases featured in Jazwares’ 22-inch Peppa Pig’s Lights ‘N Sounds Family Home. The play set comes with four floors and seven rooms, and includes 15 never-before-seen accessories. When Peppa, George, or Zoe Zebra enters the house at the doormat, the living room light switches on to greet them. The “Muddy Puddles” song plays when a figure jumps in the puddle in the front yard, and kids can press the doormat for more sounds and phrases from the TV series Peppa Pig. The attic also features a telescope where kids can watch for visitors. The set includes Peppa, George, and Zoe Zebra figures, a telescope, a ladder, a computer table, an office chair, a double bed, a bedroom mirror, a tub, a toilet, bunk beds, a couch, a lamp, two dining chairs, a dining table, and a refrigerator. Peppa Pig’s Giggle ‘N Bake Kitchen, from Jazwares, stands 37 inches tall and comes with 18 play accessories, including a teakettle, a frying pan, pancakes, a faucet, an oven with a light and doors that open, an oven mitt, a refrigerator with shelves and doors that open and close, moveable clock hands, fabric curtains, and cupcakes to frost. Kids can play out the adventures of Catboy, Owlette, and Gekko from the preschool series PJ Masks with Just Play’s PJ Masks Rival Racers Track Playset. Kids will zoom through the raceway to save the Museum from Night Ninja. The vehicles launch into action with the two built-in mega launchers, then speed through the loop and around the curves. Little superheroes will have to watch out for Luna Girl on the track, then cross under the city bridge, and race past Romeo to the finish line. The play set includes a Catboy figure, a Cat-Car vehicle, and a Night Ninja Bus. Designed for kids ages 3 and up, the set is available now. The 6V PJ Masks Cat-Car, from Rollplay, is designed for kids ages 3 and up and will be available at all retailers in January. In the PJ Masks Team of Heroes Game, from Ravensburger, Romeo has created an army of Robots that are advancing closer and closer to the PJ Masks Headquarters. In this cooperative game, players must use their beginner strategy skills and superpowers to win as a team. The game is designed for kids ages 4 and up and will be available exclusively at Toys “R” Us. The Ben & Holly—Playset—Little Castle with Holly, Daisy, and Poppy, from Jazwares, is a12-inch, two-story play set that features four rooms. The set comes with exclusive Holly, Daisy, and Poppy figures, and 10 accessories, which all fit inside the castle for easy storage. Designed 6V PJ Masks Cat-Car for kids ages 3 and up, the castle has a handle for easy travel.
58 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
HUNTER PRODUCTS
SMART TOYS & GAMES Snow White is a new preschool game from SmartGames. The object of the game is to correctly place Snow White, the Seven Dwarfs, and the Evil Queen inside the 3-D house based on a series of rules and clues in each challenge. Solving Snow White challenges helps develop early deductive reasoning skills and introduces kids to understanding and applying symbols.
Super Sparkly Shiba-Scooter
Hunter Products will expand the Shibajuku Girls line. The collection initially launched in the spring in the U.S., and currently features three waves of dolls. The Super Sparkly Shiba-Scooter features glitter and glamor, is inspired by Japanese pop culture and Harajuku fashion, and has a sparkle finish and faux fur seat. Additionally, a Shibajuku Stylin’ Head and 12 6-inch Shiba-Cuties will be added to the line. Hunter Products will also launch Sherlock—The Hide and Seek Puppy, which is designed for preschoolers and adults. A full early ride-on line will also launch, featuring Monster Jam- and Jurassic Park-licensed product.
ADORA Kids can adopt Adora’s Adoption Babies and bring them to their forever home. These 16-inch-tall babies have soft and cuddly bodies with fresh, baby powder-scented vinyl. There are four babies for kids to adopt, each with a different skin tone and eye color. The collection includes Hope, Cherish, Precious, and Joy, and each comes with a certificate of adoption, a pacifier, a hospital bracelet, and a disposable diaper, and is swaddled in a soft blanket. Designed for kids ages 3 and up, each Adoption Baby has eyes that open and close, and comes in a crib. Kids can name their baby and learn to nurture while they engage in pretend play. BathTime Baby Tots are petite baby dolls, perfect for the bath, pool, or any water fun. These 8.5-inch mini babies have a soft and cuddly body with fresh baby powder-scented vinyl. The collection includes a frog, an owl, a bunny, a kitty, and an elephant. Each BathTime Baby Tot comes with a removable animal-themed bathrobe, that when taken off shows an adorable swimsuit-printed body. The exclusive QuikDri body dries fast, and the dolls are 100-percent machine washable. Designed for kids ages 1 and up, these dolls will teach little ones to nurture through play. Create A Scene Magnetic Play Box comes with 75 magnetic wooden pieces and three different scenes. Kids place the magnetic wooden pieces to create seasonal backgrounds, including a spring oasis, a summer beach outing, or a winter wonderland. Designed for kids ages 3 and up, kids can stick on the pieces while they play imaginative stories. Designed for kids ages 2 and up, the Zig Zag Baby Doll Car Seat Carrier fits most dolls, stuffed animals, and plush that are up to 20 inches long. The carrier features a gender-neutral zig-zag design in teal, white, and grey. The removable seat cover is machine washable, and comes with safety straps so kids can keep their doll or plush secure. Kids can easily carry the seat carrier by its handle, or buckle it into a real car with the rotatable handle that becomes a stand. Create A Scene Magnetic Play Box
60 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
HEXBUG HEXBUG will introduce new brands next year, including interactive, imaginative, augmented reality (AR) play sets and sports fighting robots. It will also expand on existing lines, such as nano Space, BattleBots, CuddleBots, and VEX Robotics. HEXBUG Robotic Sports lets kids play their favorite sport, using a robotic counterpart. Players can use the R/C remotes to control the robots and make them score goals. The line will be available in soccer and football themes. Kids can drive and tumble the HEXBUG Ring Rover Drive. This new robot travels on dual rotating rings, and kids can spontaneously change directions with the unique play pattern. Kids pick a robotic character and adventure into an imaginative medieval world with HEXBUG Kids Behind the Kingdom. In this land of make believe, everything is made up of found objects and patchwork. Players can disguise their character to blend in with the locals by wearing costumes, and they can unlock AR features using the Kids Behind the Kingdom app. HEXBUG Cuddlebots will expand to include three new, squishy friends: Cady Cricket, Libby Ladybug, and Simon Snail. These durable robots are kid-safe, floral-scented, and promote early crawling. New BattleBots will also be added to the collection. RC HEXBUG Bronco and HyperShock will feature sinister battle functions, including a bucking battering ram and a rolling drum spinner. Based on the BattleBots TV series in the UK, HEXBUG Robot Wars lets kids drive real-life, R/C versions of their favorite bots and customize the wheels. Kids can gear up for outer worldly battles with the HEXBUG Gladiators Galactic Edition, which features the mini robots with a new look, featuring space age chrome armor.
SUPER IMPULSE Super Impulse will reintroduce the classic ‘70s Original Wiz-z-zer spinning top. The top will feature a new look that mixes retro and contemporary, and can spin at 10,000 RPMs with balance and stability. It can spin on the tip of a pencil, across pieces of string, and on top of another Wiz-z-zer. The range includes line extensions of Wiz-z-zing products, featuring Rounder and Wedge styles with eight new graphics. Designed for kids ages 5 and up, no batteries, string, ripcord, or launchers are necessary. Kids can now collect retro toys and electronics in miniature form. Collectibles include fully functioning Mattel Electronic Handhelds, Thomas & Friends products, and the smallest Laptop. Mattel Electronic Handheld is the original video game, from before there were game consoles and mobile and online gaming. Mattel Electronic Handhelds are pocket-sized versions of the original and include Electronic Football, Electronic Baseball, and Electronic Basketball. Designed for kids ages 8 and up, the working miniature handhelds feature a key chain so that kids can play on-the-go. Super Impulse’s Tiny Arcades bring arcade video games back in a size that fits in kids’ palms. Tiny Arcade is the smallest functional arcade game, with a screen size that is less than 1.5 inches, and an overall cabinet size of 4-by-2-by-2 inches. Each Tiny Arcade features complete gameplay, full-color, a high-resolution screen, authentic game sounds, a joystick, and two control buttons in a backlit arcade-style cabinet. Tiny Arcade Pac-Man brings the popular arcade game to its tiniest size ever. Kids control Pac-Man through the maze, making him eat all the pac-dots along the way as Blinky, Inky, Pinky, and Clyde try to cause chaos. The sequel to Pac-Man, Tiny Arcade Ms. Pac-Man is a fully functional game that lets kids direct Ms. Pac-Man to her source of nutrients and escape the mischievous ghosts. Kids must fend off aliens and save the galaxy in Tiny Arcade Galaxian, and fire at extraterrestrials to prevent alien invasions in Tiny Arcade Space Invaders. Original Wiz-z-zer
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MUKIKIM Rock and Roll It—Drum Live!, from Mukikim, is a completely portable and flexible drum that features multiple instrumental tracks, demos, and sound styles; record and playback features; audio input and output; the ability to connect to MP3; and headphones. Kids can power it using batteries or the included USB. Voice N Go Racers are voice-controlled cars available in three styles and colors. Kids can wear the included sport watch on their wrist and speak commands such as “Go Forward,” “Go Back,” “Car Break,” and more. Kids can charge everything with the included USB, so no batteries are required. Construct a Trucks are back with a new twist. The new City Builder and On the Job sets still include the two-in-one friction truck with the tools to take it completely apart and put it back together, but now they can also choose from role-play or pretend play collections for hours of fun. Maze Craze will test reflexes, hand-eye coordination, and motor skills by challenging kids to use the joystick to position the ball and move it through the maze the fastest. Maze Craze comes in two styles with an assortment available. Mukikim’s SpyX line will introduce the Lite Hand and the Coin Safe this year.
IMPORTS DRAGON For 2018, Imports Dragon will offer products featuring Marvel brands, including Avengers, Spider-Man, Guardians of the Galaxy, and more. Additionally, Imports Dragon introduces Drawmaster, to encourage all kids—especially boys—to express themselves through art. Kids want to match the results of what they see in comic books or on the big screen, and Drawmaster allows them to bring their stenciled drawings to life. Now any child can draw their favorite superheroes just like they see them in comic books. Each Drawmaster includes everything needed to draw the perfect picture, including easy-to-follow instructions, color-coded Power Plates stencils, markers, stickers, and background pages to create different scenes in their stories. Kids can also learn about their favorite superheroes, with character descriptions and stats available for kids to explore imaginative storytelling techniques through their drawings. The Drawmaster kit comes in a carrying case, where kids can store their pictures, drawing tools, and more. Drawmaster provides families with an experience that they can enjoy over and over again. The background pages, stickers, and characters allow kids to create unique drawings. Families are also encouraged to draw pictures with other tools besides markers, including pencil crayons, crayons, and spray paint.
64 THE TOY BOOK | SEPTEMBER/OCTOBER 2017 | toybook.com
THAMES & KOSMOS
EXIT: The Forgotten Island
Building off of the first three titles in its home version game of the Escape Room trend, Thames & Kosmos will add another three EXIT games to the series. Each EXIT game requires players to work together to solve puzzles and riddles in order to escape. The games are designed for one to four players ages 12 and up. EXIT: The Forgotten Island transports players to a black sand beach, where they must figure out three combinations of locks in order to escape the island. In EXIT: The Forbidden Castle, players must escape a medieval castle and solve all the puzzles to get out. Players are left in a bitter cold lab in EXIT: The Polar Station, where they must figure out all the codes to the door before time runs out.
ZING Zing adds new Stikbot pets to its Stikbot line, which encourages kids to easily create stop-motion films using the Stikbot characters. With more than 250 million views on YouTube, Stikbot continues to spark imagination by turning kids into creative stop-motion animation moviemakers. Stikbot Dino Pets are easy-to-pose figures that are available in an assortment of colors and 10 different dinosaurs, including a T-Rex. Zing will also introduce Stikbot Safari Pets, including exotic animals in different colors and styles, including a tiger, a rhino, and a hippo. The easy-to-pose figures feature suction cup hands and feet, which can stick to almost any flat surface. Kids can use the free Stikbot Studio app, available on iOS and Android, to take individual photos and stitch them together into a film, featuring built-in music and sound effects. Users can share their creations with others using #Stikbot.
PLASMART PlaSmart will introduce Smartivity, a new line that incorporates STEM practices into play. The Mechanical Xylofun Musical Machine introduces kids to sound, music, vibrations, gears, and ratchet pawl mechanism. Kids will learn about music notations, play two tunes, and compose music by placing the pegs in different slots. Available next January, the set includes 208 pieces and is designed for kids ages 8 and up. Four more Smartivity kits will also be included in the new line, including Hydraulic Crane, Kaleidoscope, Marble Slide, and Propulsion Car.
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AMERICAN PLASTIC TOYS Kids can take care of their “little ones” with My Very Own Nursery, from American Plastic Toys. Designed for kids ages 2 and up, this crib comes with a storage shelf, a cupboard for supplies, a feeding chair, and a sink. The set also includes a fork, a spoon, a plate, and a cup for feeding time. The Gigantic Recycling Truck is more than 2 feet long and features a large tilting bed. Designed for kids ages 2 and up, the truck also has sorting bins with recycling decals to teach kids ways to care for the environment. Kids can ride around with the Wheely Ride-On. Designed for kids ages 18 months and up, this foot-to-floor ride-on comes fully assembled and ready for kids to hop on. My Very Own Nursery
PLAY VISIONS Play Visions will introduce Gobbler, a collection of scooters available in two- and three-wheel styles. Designed for kids ages 3 and up, the scooters will launch in January. The Gobbler Elite features an elliptic folding system, which makes for easy storage and transportation. The Gobbler Primo is an entry-level scooter that helps kids balance and features adjustable handlebars. Gobbler also has a four-in-one Evo Scooter that grows with a child through each level of child development. Also included in the line, the Flow scooter is for kids who want to advance their riding experience. Play Visions adds to its Splashlings line with Ocean Full of Friends, which includes special groups of mermaids and shells, and more than 100 pets, underwater gems, and treasures. Designed for kids ages 5 and up, the new collection will launch in the spring.
HORIZON GROUP Kids can create and wear their own crystalized jewelry with YOUniverse Crystal Growing Jewelry, from Horizon Group. Designed for kids ages 6 and up, this kit teaches kids the science of crystals as they create their own jewelry. With Discovery 3D Motion Sandscape, kids can create endless sandscapes and watch the colors blend. Kids can use different colors of sand to create layers in the sandscape structure and fill it with water. The motion of the sand is soothing and calming, and the sandscape can be placed in its stand so that kids can give it a turn whenever they feel the urge.
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DIGGIN ACTIVE Kids can master the force field with Diggin Active’s new Spinos magnetospheres. Designed for kids ages 6 and up, Spinos is a force-field ball that kids can control with a power ring. When they spin the Spinos, a magnetic force field is created around the ball. Kids can use the R/C power ring to control the magnetosphere without batteries or electricity. Kids can play tons of games and tricks, including battling games and maze challenges. All of the sets Spinos Mega Trax Challenge work together to build bigger, more challenging trax systems. Spinos Solo is the starter set with which kids can learn to control the spinning sphere with the power ring. They can learn tricks or make up their own. The set includes one Spinos and one power ring. Spinos Trax Challenge challenges kids to guide the Spinos over the trax using the power ring. Kids can take on multiple challenges with the Spinos, power ring, and five-piece Trax system with a tight rope and ramps. In Spinos Battle Game, each player gets their Spinos spinning on his or her side of the arena, then tries to maneuver it to knock the opponent out of the arena. The set includes two Spinos, two power rings, and the battle arena. If players collect other Spinos sets, they can create maze challenges that lead up to the final battle. Spinos Mega Trax Challenge lets kids set up a course and see how far they can get or race their friends. Players guide the Spinos over the trax using the power ring. This set comes with a Spinos, a power ring, and a 20-piece Trax system that includes a tunnel, a tight rope, a see-saw, ramps, swerve trax, and a launch pad.
IDENTITY GAMES Designed for kids ages 6 and up, Identity Games’ Dodgeball is a skill and action game that challenges players to be the first to stack six mini balls on their dodgeball goblet. At the same time, they have to make sure that their dodgeball player is not hit in the head by the ball that flies around the arena. If a dodgeball player’s head is knocked off, that player must start over again. Identity Games will introduce a new edition of its Find It Games in cooperation with National Geographic for Animal Jam. The new edition features animal avatars from the online game. The company will also expand its Escape room game series with a new virtual reality edition that comes with two adventures: Submarine and Behind Enemy Lines. Identity Games will introduce a new party game, Slap Stick; new Hide and Seek games featuring Elmo and Miffy; and a new edition of Poopyhead.
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SAGO MINI Designed for kids ages 1 and up, Sago Mini Aqua Puzzles let kids build their imagination at bath time. With Boat Builder, kids can create and customize their own boats that float on water or stick to the walls. The set includes five customizable boats, three characters, and more. Island Adventure lets kids create and customize their own island paradise. It works in the water and sticks to walls. It includes five characters, three islands, and more.
EDUCATIONAL INSIGHTS Bright Basics is Educational Insights’ first full line of games designed for kids ages 2 to 4. Debuting next year, this new product line is an introduction to game play for toddlers. With engaging, easy-to-learn concepts, toddlers will learn valuable fine and gross motor skills and early math and problem-solving skills, all while having fun. The line will debut with 12 games.
Bright Basics Shapes Sorting Popper Animals
SENSIBLE OBJECT Sensible Object introduces Beasts of Balance Battles, a game in which two to three players can each take on the role of a Divine Creator of a single region, including land, sea, or sky. Players try to fill their region with powerful beasts while they steal and destroy their opponents’ beasts. The Battles expansion pack includes 16 augmented reality Battle cards, which feature the same Near Field Communication (NFC) technology as the physical game pieces. Each player uses a hand of these cards, enabling them to set off a host of digital effects. The effects differ in purpose, and focus on attack, defense, and other things that add a twist to gameplay. The Battles pack also features the new Legendary Beast Magmaaargh The Cantankerous, which will unleash wild and hilarious action into the game. Designed for kids ages 7 and up, the new pack will be available in the spring.
PRIME TIME TOYS Prime Time Toys’ Dart Zone brand will add new styles to its collection of blasters. Available now, the Dart Zone Legendfire Powershot Blaster is a long-barrel blaster that is powered by an interchangeable, automatic revolving drum. Designed for kids ages 8 and up, it comes with two ammo cartridges for a quick change-out during battle. The blaster also features two ammo cartridges and 18 Super Darts that blast up to 80 feet. Designed for kids ages 8 and up, the Dart Zone Powerbolt Blaster comes with 18 foam darts that travel up to 80 feet. The blaster uses handle pump action to ensure speed, and includes two ammo belts and 36 Super Darts. Designed for kids ages 8 and up, Dart Zone Dart Refill features 50 darts that will travel up to 90 feet. Dart Zone Super Commando Gatling Blaster is an automatic, motorized blaster that fires 18 darts in less than 18 seconds. Each Super Dart flies up to 80 feet, and the blaster comes with two 18-round ammo belts, three foam targets, and 36 Super Darts. Designed for kids ages 8 and up, this style is an Amazon exclusive. Dart Zone Phantom Blaster 3-Pack features darts that fire up to 80 feet, and includes three blasters, two foam practice targets, and 12 Super Darts. Designed for kids ages 8 and up, the three-pack is also an Amazon exclusive. Dart Zone Legendfire Powershot Blaster
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BRIO BRIO’s new Builder Deluxe Set includes 270 pieces and lets kid build different creations, including strange animals or robots. Designed for kids ages 3 and up, the wooden and plastic pieces and four different tools encourage imaginative free play.
BASIC FUN Basic Fun, the new company formed by the merger of The Bridge Direct and Tech 4 Kids, will introduce Cake Pop Cuties in single pack and multi-pack assortments. The single pack features a mystery squishy foam Cutie in a decorated cake pop with a sweet accessory and a collectors’ mini poster. The multi-pack includes a cake pop and three exclusive squishy foam Cuties—one as a surprise character packed inside the pop—and a collectors’ mini poster. Designed for kids ages 3 and up, the Cake Pop Cuties single and multi packs will be available in the spring. Mash’Ems Blast’Ems deliver explosive fun. Kids remove the lid, flip it over, bop the top, and watch as it blasts away. Each Blast’Em reveals an inflated surprise character that shrinks back down to collectible size after a couple of hours. Designed for kids ages 4 and up, series one features six Spider-Man characters. Designed for kids ages 4 and up, Hatch’ems let kids pop’em, hatch’em, and collect’em. Kids remove the lid, bop the top, and then watch as the characters hatch to life. Once it hatches, it will reveal an inflated surprise baby dinosaur or a baby bird. The My Little Pony Retro assortment will feature six original ponies, including Butterscotch, Blue Belle, Minty, Snuzzle, Cotton Candy, and Blossom. Each 35th anniversary collector package will also include a comb, a ribbon, and a mini poster. Designed for kids ages 3 and up, the new line will be available in the spring. Inspired by the mini webisode series that launches this fall, the new Poopeez series one collectibles feature 36 steamy characters that come from Kerpolis. The capsules assortment features blind capsules with 36 characters, including Pooji, T.P., Lil’Squirt, Skid Mark, Dumpling, and Toot Fairy. The Toilet Launcher Set lets kids drop their Poopeez in the toilet, flush them, and wait for them to launch. The set comes with two exclusive characters. The Porta Potty Multipack 6-pack comes with six characters, including two exclusive characters that are unique to this specific set. The new Poopeez collection is designed for kids ages 4 and up. The Arcade Classics line features retro gaming favorites. The Centipede Mini Arcade Game looks, sounds, and plays like the original ‘80s game. Kids can move their spaceship with the joystick, and hit the fire button to blast the Centipede down before it crashes into them. Kids can navigate Frogger across the highway and rush him to safety in the Frogger Mini Arcade Game. In Qbert Mini Arcade Game, players move Qbert from cube to cube, and change the color as they proceed. Kids must look out for Coily and other enemies that will cause Qbert to start over. Kids can hop on the flying Ostrich and battle enemy knights in the Joust Mini Arcade Game. Players quickly collect eggs to earn points before the eggs turn into stronger knights. Pokémon Trainer Guess: Kanto Edition—Electronic Game tests kids’ knowledge of Pokémon. Kids use the included Trainer Field Guide to “guess” all 151 Kanto Region Pokémon, and add them to their collection. Kids answer the questions that the device asks, and it uses speech-recognition to understand their answers. Designed for kids ages 6 and up, the new electronic Pokémon game will be available in the fall. The Uncle Milton brand will expand with a range of new STEM toys. The recently launched Ever Wonder? Collection will feature new science and STEM products that will inspire kids to ask questions about the world around them. The Ever Wonder? Pinball Circuit Lab lets kids construct real electronic circuits inside a pinball arcade lab. Kids can complete more than 20 experiments, using more than 50 component pieces. Authentic pinball lights and sound effects will be activated once each circuit is completed. Designed for kids ages 8 and up, the new set will be available next October. There will also be new additions to the Uncle Milton brand next year, including new products in the Star Wars Science, Ant Farm, and Virtual Explorer collections.
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NKOK CUDDLE BARN Next spring, Cuddle Barn will introduce Woodchuck Chuck, which comes with a synchronized mouth and body movements. Designed for kids ages 2 and up, the woodchuck teaches kids three different tongue twisters, including “How Much Wood Could a Woodchuck Chuck,” “She Sells Seashells By the Seashore,” and “Peter Piper Picked a Peck of Pickled Peppers.” Chuck can also sing, “The Green Grass Woodchuck Grows All Around.” Chuck A collection of animated and storytelling llamas inspired by the Llama Llama book series will also launch next spring. Designed for kids ages 18 months and up, the llamas will be available in three different sizes and will recite the Llama Llama Red Pajama story. Cuddle Barn will also introduce the Peaceful Jungle plush collection. The huggable, soft animals will feature color-changing lights and a jungle melody. The dolls come with adjustable volume controls to help soothe kids as they fall asleep. Designed for kids of all ages, the range will feature three styles: an elephant, a lion, and a monkey.
SAKAR Kids can join Belle and Mrs. Potts and sing along to their favorite tunes with Sakar’s Beauty and the Beast Bluetooth Karaoke Mic. This mic has enchanting bright LED lights and a booming speaker, and connects to Bluetooth-enabled devices. It also features a long-lasting battery life, a mixer with volume and echo control, and bright, flashing light effects. A free song download—a karaoke version of “Be Our Guest”— is included. Kids can express themselves with the Emoji Movie Plush Speaker. This music speaker is decorated as the Poo emoji. The plush speaker is super soft, compatible with most devices, and has an AUX cord.
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NKOK will debut new product to celebrate Power Rangers’ 25th anniversary. Power Rangers Ninja Steel Ninja Bull Zord is a fully functional and powerful 2.4GHz R/C monster ATV. The 2.4GHz radio frequency allows for long-range control and the ability to control multiple vehicles at the same time. Summoned by the Gold Ranger, the Ninja Bull Zord is an all-terrain beast with glowing red LED eyes. The Robo Rider Zord sits atop the Ninja Bull Zord and together they are ready for action. The R/C features front suspension and deluxe grippy tires. At 18 inches tall, the 2.4GHz radio-controlled Ninja Steel Megazord is the main Megazord of the Ninja. It is made up of five Ninja Steel Zords and has 12 features, including forward and backward movement, side rotation, a programmable mode, a victory mode, and two battle modes. With detachable wings and a sword, the Megazord has multiple lights, music, and sound effects from the TV series. Three new 2.4GHz full-function Realtree 1:14-scale 4x4s will join NKOK’s collection. Each will feature new graphics, and the new Realtree Ford F-150 has a functional LED light bar. The iconic high-definition Realtree camouflage accents each vehicle. Junior Bathtime is a full line of new bath toys that enrich kids’ imaginations. Fishing Game will be one of the first additions to the line, and it includes three floating fish, three water-squirting animals, a net, and a fishing rod for kids to play. The line also includes the Penguin Splash game, in which kids pour water into the top of the penguin and watch the water cascade from the beak and spin and tilt the shapes on its way down.
Realtree Ford F-150
SNAPTOYS BiOBUDDi
SnapToys will expand its plush line inspired by the Netflix series Word Party with new products including wood puzzles, stackers, blocks, and electronic toys, featuring characters such as Clickety Clock and Party in a Box next year. BiOBUDDi is a children’s building block line made of bio-based materials derived from sugarcane. It features packaging, stickers, instructions, and glue that are all environmentally friendly. Designed for kids ages 1 and up, the line includes more than 13 items. SnapToys will also distribute a new line of building block play sets from the educational toy brand BanBao, featuring Peanuts characters. Bucket of Bots, designed for kids ages 3 and up, is a line of retro-looking robots that kids can mix and match with bright colors, accessories, and vehicle packs to create hundreds of combinations. Making its debut this fall, Party-Jammies includes four 12-inch soft dolls: Penny, Bonnie, Terry, and Bree. Each doll comes with stylish hair, a matching comb, hair clips that kids can wear, a sleeping bag, and an animal-themed onesie with a removable hood. These huggable friends are designed to be slumber party companions for kids ages 3 and up. The line also includes a pop-up tent, which is sold separately. Snuggle ‘n Hug Friends is a collection of cute and cuddly animals from the Arctic. These 11-inch furry friends talk and shiver to show kids when they are cold. The plush friends’ cheeks will glow when kids hug them.
THINKFUN Laser Chess, from ThinkFun, is a two-player strategy game that combines the spatial thinking skills of chess with the high-tech fun of laser beams. Players take turns moving their mirrored pieces around the board, and at the end of each turn, players fire a real laser beam from their laser. The laser beam bounces from mirror to mirror, and if the beam strikes a non-mirrored surface of any piece, it is immediately removed from play. If a player illuminates an opponent’s King, he or she wins. This game is designed for kids ages 8 and up.
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DUNECRAFT DuneCraft will add to its line of slime products with the addition of 12 new slime creations next spring. Metallic Mush is a golden, silvery substance that kids can stretch, and the Magical Magnetic Putty lets them create their own magnets. The Smelly Slime looks gross, but has an appealing smell. Unicorn Slime and Shiny Sparkling Slime feature colorful compositions. Other products in the line include Noisey Brown Nastiness, Solar Slime, Glorious Glow Goo, Smelly Slime, Galaxy Gunk, Color and Fusion Slime, Bouncing Building Putty, and Touchy Slime. DuneCraft products are made in the U.S.
ANKER PLAY PRODUCTS The Blokko Stickit Block Tape turns any surface into a construction block base. The block tape comes in a variety of colors, is reusable, and doesn’t leave behind any residue. Kids can peel it, stick it, and build on it. Egg Splat is a Russian Roulette-style game that will have the whole family laughing. Players fill three eggs with water and leave the rest empty, then spin the dial to see how many eggs they have to crack on their head. Each player tries to be the last person to get wet. Kids can make gross, glittery, gooey cosmic slime with the Anker Art Cosmic Slime kit. With safe ingredients and easy-to-follow instructions, kids can make blue and purple shiny slime. Anker Art Slime Kits are available in a variety of themes. The Speedsterz Light & Sound Recycling Truck has several light and sound features as well as lifting and opening actions. With 11 designs available, kids can collect the whole Speedsterz fleet. Speedsterz is brought to the U.S. through an exclusive partnership with Anker Play Products.
FLYCATCHER The smART sketcher Projector, from Flycatcher, is a smart projector that allows kids to transform photos from their smart devices into a sketchable image. By using the free smART sketcher app, kids can filter and transfer photos via Bluetooth to the projector, which projects it onto paper. Designed for kids ages 3 and up, the projector comes with pre-loaded micro SD cards filled with a variety of activities, including step-by-step drawings, learning to write the alphabet, cursive writing, numbers, and more.
BRACKITZ The Brackitz Pulleys Set comes with 88 pieces, including pulleys, string, a crank, and a bucket. Designed for kids ages 4 and up, this kit allows kids to create ziplines, cranes, elevators, and drawbridges. The Bugz Play Park has more than 20 play parks and obstacles to spark kids’ imaginations while building. The 47piece set includes tumbling towers, falling dominoes, barrel rolls, and a tri-pod.
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TARA TOY Tara Toy Corp. will introduce a new line of STEM Projects next fall. The kits will teach kids how to build foam rockets, robotic creatures, electrifying plasma balls, and more. Each project will result in a fully functioning model that can be used for play. Designed for kids ages 8 and up, the kits introduce kids to the basics of air power, robotics, kinetic energy, hydraulic power, motors, and more. The kits come with easy-to-follow instructions and learning cards that feature fun facts for each project.
RAVENSBURGER Kids can re-create the classic VW T1 Bus with the new Volkswagen T1: Surfer Edition 3-D puzzle from Ravensburger. The puzzle is made with Easyclick Technology, allowing the 162 plastic puzzle pieces to fit together perfectly. No glue is necessary, and the set can also be assembled with accessories. Designed for kids ages 10 and up, the puzzle will be available in January. Also available in January, the GraviTrax: Starter Set lets kids create track systems with 18 different construction elements. The example construction plans and tasks make it easy for kids to construct their own track designs. Designed for kids ages 8 and up, the set will help kids learn how physics affects the track the ball takes.
BLUE ORANGE GAMES Blue Orange Games introduces Happy Bunny, a cooperative game designed for one to four players ages 4 and up. Kids help the bunny pick the best carrots from the garden to take home and eat. Players will have to work quickly because the farmer is almost ready to harvest the carrots and sell them at the market, and any carrots left behind will be his to keep. Kids gather the bunny’s crop and compare it with the farmer’s at the end of the harvest to see who has a better collection. Where’s Mr. Wolf is a cooperative memory game designed for one to four players ages 4 and up. As a group, players help all the animals get on the farm and back to the barns before Mr. Wolf arrives. Kids will need to make sure to follow the farmer’s instructions and find a place for all the animals before Mr. Wolf returns. Maki Stack is a fast-paced, sushi-stacking game for two to six players ages 7 and up. Kids grab their sushi mat, sushi, soy sauce, and dishes, and prepare to fill their customer’s orders while blindfolded. To win, players must stack quickly using only touch and guidance from their sous-chef. The high-quality wooden components and unique gameplay make it a fun dexterity race game. Designed for two to four players ages 7 and up, Pool Party has players dive into the topsy-turvy pool to cool off. Players try to get their teammates in the water, but use caution because too many swimmers will cause the pool to overflow. All four games will be available in the spring.
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NECA NECA partnered with director Guillermo del Toro for the new Guillermo del Toro Signature Collection, which will feature select characters from del Toro’s movies as action figures with deluxe elements. The super-poseable Santi, from the The Devil’s Backbone, will be the first to debut and will come with a diorama base featuring the bomb that falls into the courtyard of his orphanage. The 7-inch scale action figure comes in collectible deluxe window box packaging. The Aliens Assortment is a collection of 7-inch scale action figures inspired by the ‘90s Guillermo del Toro Signature Collection: Santi arcade game, Alien vs. Predator. The line includes Razor Claws, Chrysalis, and Arachnoid. The figures feature the new super-poseable Ultimate body, with more than 30 points of articulation and a bendable tail. The action figures stand approximately 9 inches tall and feature window box packaging. The new line will be available next January, and will be a companion set to the Predators Assortment, which will be released this November. In February, NECA will also introduce a new Captain America action figure, which is made on a 1:4 scale and is 18 inches tall. Inspired by Marvel’s Captain America: Civil War, the figure has two head sculpts—masked and unmasked—and more than 30 points of articulation. Captain America also comes with interchangeable hands and his signature shield with straps. Marvel’s Merc with the Mouth will be NECA’s first half-scale action figure. The detailed figure is 36 inches tall and has more than 30 points of articulation. Deadpool has interchangeable hands and joints that are reinforced and ratchet into place. The new figure will be available next March and comes with accessories that include a katana, a sai, and a knife, all with working sheaths.
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TACTIC GAMES Life in the Coral Reef, from Tactic Games, is a board game that challenges players to find the creatures hiding in the ocean. Designed for two to four players ages 4 and up, Life in the Coral Reef challenges players to match the creatures on their card to the images on the double-sided gameboard. The player that wins each round gets an animal figurine reward. The player who acquires five figurines first wins the game. Tactic Games will also launch two new outdoor games. Banana Kick features a large banana-shaped kickball that bounces in unpredictable directions. Designed for two or more players ages 6 and up, Banana Kick challenges players to try to score goals without actually touching the banana. In BAGit, each team of two or more players tries to transport their bean bag into the basket at the opposite end of the playing field. However, when a player is holding his or her team’s bag, he or she cannot move, they can only pass the bag. Meanwhile, players must make sure the opposing team does not intercept their bag and send them back to the start. BAGit is designed for kids ages 6 and up.
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Jumbo Snakesss
WILD REPUBLIC Wild Republic will add 15 new play sets to its Nature Tubes collection to inspire creative play. Kids can choose from fairies, mermaids, wild west, pets, farm babies, whales and dolphins, ocean babies, and more. Each nature tube includes 12 pieces. Jumbo Snakesss feature vibrant colors that are unique to each depicted slithering species. At 110 inches long, these snakes are available in 17 soft, squeezable styles. Kids can choose from realistic or colorful designs. Wild Republic’s Living Ocean plush line is available in a 20- to 25-inch range. This highly detailed aquatic plush line features vibrant colors and exactness of appearance. Available in 14 styles, kids can choose from seven sharks, three sea turtles, a narwhal, a dolphin, an octopus, and a moray eel. Wild Republic Bucket Sets feature new figurine play sets that come in reusable plastic buckets with themed foil print art designs. Transparent locking lids equip young explorers with a secure travel toy. Kids can choose from insect, mermaid, ocean, animal, and dinosaur play sets. Figurines vary in size and each set contains 23 to 36 pieces.
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FIBRE-CRAFT SKULLDUGGERY Pull-Back Marble Racers, from Skullduggery, are an updated version of the company’s Marble Racers. The tri-colored light-up marbles are more than five inches bigger in size. This version also contains a powerful pull-back engine that cruises up to 36 feet. Available in the spring and designed for kids ages 8 and up, the new version comes in four different designs.
Fibre-Craft will introduce the My Sistie doll collection, which includes cuddly, 18-inch dolls and accessories that encourage kids to play and interact. The launch will feature Aubrey, Mandie, Mackenzie, and Ellie with four different skin tones and hair colors, and 14 outfits. My Sistie dolls feature interchangeable, machine-washable outfits with easy-open backs and slip-on shoes. The outfits feature ballet tutus, rain boots, a unicorn PJ set, and more.
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HOW ARE YOU REINVENTING YOUR WHEEL? Keeping Innovation at the Forefront of the Toy Industry by WENDY SMOLEN, founder, wendysmolen.com AS A CAREER “CREATIVE” IN THE TOY industry, I know that behind every great idea there’s always another one. Innovation is what keeps us going. Companies such as Technology Will Save Us and Lottie Dolls embraced new ideas in modern and relevant ways. Yet, too often in the mode of “I do it because I can,” new products are quick rehashes of old ones. A bit of technology, a random license, or a new color doesn’t count as innovative. Toys are kids’ tools, and it’s our job to give them primo opportunities to play and learn what they need to know in the 21st century. “The toy industry gets excited about dings and dongs, often forgetting about the incredible power of play itself,“ says Dr. Kathy Hirsh-Pasek, Stanley and Debra Lefkowitz faculty fellow in the department of psychology at Temple University, and author (with Roberta Michnick Golinkoff) of Becoming Brilliant: What Science Tells Us About Raising Successful Children. There are essentially three types of play: guided, directed, and free. Free play is the gold standard—encouraging creativity, problem-solving, and often social interactions. Hirsh-Pasek compares guided play and directed play as the difference between building a table with blocks and building an IKEA table. Guided play offers multiple options, letting kids determine the outcome. It also allows the child to learn from failure, i.e., the blocks fall down. “Toys that let
kids fail are very important in today’s world, where creativity and entrepreneurship are rewarded,” she says. “When there’s only one solution, there’s no incentive to innovate.” Electronic—usually directed—play, the kind that kids are engaging in more than ever before, is often the least productive in terms of personal growth. “Too many toys with slapped-on tech are ‘conversation stoppers,’” says Hirsh-Pasek. “The more toys talk and make noise, the more parents are moved to the side. The result is that for kids under 3, all-important social interactions and language development go down. However, when tech toys incorporate digital parts that augment what the toy can do—in ways that can only be done with a chip — they add to the play experience. My hope is that we can invent more toys and platforms that allow kids—and parents—to be active rather than passive and distracted players.” Done thoughtfully, both tech insertions and line extensions can significantly enhance the play value not only of a toy, but of an entire brand. Playing Monopoly with electronic bankcards makes sense in a cashless culture. Barbie’s multiple hair styles, skin tones, and bodies are reflective of an inclusive society. Pokémon Go has players physically searching for Pikachu instead of sitting around a table. But does a fidget toy really need lights and sound? Is it improving the play value or just driving the sales? Not to belittle either option here, but shouldn’t we aim for a higher balance between the two? Kent Johnson, CEO, Highlights Magazine, recognizes the attraction of technology to today’s kids and parents. “Today’s children and families are regularly consuming content through digital as part of their everyday lives,” he says. “Our digital products strategy is to put our mission first, using technology in service of those goals, not for its own sake. Our digital efforts are less about reinvention than about extension, relevance, and reaching children and families where they are.“ Whether through print or digital, High-
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lights engages kids in activities they love, and parents trust. The brand brought its classic Hidden Pictures play pattern to life on touch screens through a subscription app. “We followed the Hidden Pictures product with an app called Highlights Preschool Puzzle Town,” says Johnson. “This digitally engages younger children in the critical thinking and creativity involved in progressive puzzle experiences.” Conversely, Hasbro is reinventing brands with a physical presence, rather than a virtual platform. HasCon, a three-day event, is an immersive experience of characters and play activities involving favorite Hasbro properties. The strategy seems to resonate with parents and kids. Spin Master took another approach with its successful Hatchimals brand. “In stark contrast to the original $59.99 Hatchimals price point, we dropped all the way down to an entry price point of $2.99 for our collectible version—CollEGGtibles,” explains Nancy Zwiers, Spin Master’s CMO. “To my knowledge, this steep price cut line extension strategy has never been done before. Typically, we would do a cheaper version of the original at a somewhat lower price point. The broad accessibility of the CollEGGtibles will help ensure longevity for the brand.” Line extensions, licensing, events, and technology have a place in toy development. They keep our products relevant and inspire innovation. In the same way that Harry Potter encouraged reading, well-developed toys and characters can enhance play, learning, and our businesses. We just need to remember that the operative word is “enhance.” » Wendy Smolen has spent more than 20 years playing in the toy industry. She cofounded Sandbox Summit, an idea forum focused on the intersection of play, learning, and technology. Currently, she works with companies and organizations to create playful solutions that engage kids and families in innovative and impactful ways.
SPECIALTY TOYS & GIFTS
Science Toys That Spark Fun by STEPHANIE GRASSULLO, assistant editor OVER THE COURSE OF THE PAST FEW YEARS, “STEM” (SCIENCE, TECHNOLOGY, ENGINEERING, AND MATH) HAS BECOME A BUZZword within the toy industry. It’s not enough for a toy to simply keep kids entertained during playtime. With the big push that STEM has had in schools and the anticipated need for these skills in our future workforce, parents want toys that will promote these concepts. That’s why, when parents pace the aisles of a toy store, they look for toys that will stimulate minds and expand curiosity. Toy manufacturers continue to stay on top of this movement, and find new ways to incorporate STEM principles into their product lines. This year specifically, toys that teach the basics of circuit science are in the spotlight. These toys let kids use wires to make sequences, create their own electronic games, and draw unique circuits. With cutting-edge technology used in kits and experiments, kids have everything they need to challenge their minds and take their curiosity to new levels. As they connect wires and create circuits, they’ll learn about basic principles of electrons and how they travel from one source to another. Concepts that often present a challenge for kids will be easier to understand through play. Of course, there is still a demand for traditional science toys and kits, and toy manufacturers constantly find ways to refresh basic science sets. For instance, last year Thames & Kosmos launched science kits that feature Barbie and her friends, and this year expanded its Barbie offerings into an entire line. Alex Brands’ Ideal line continues to approach science in fun and exciting ways. From circuits to chemical reactions and everything in between, check out some of our favorite new science toys below. CIRCUIT SCRIBE‘s Maker Kit comes with a circuit-drawing pen, 11 modules, a 9V battery, and other accessories that take kids’ circuit sketches to the next level. This kit helps kids build an understanding of inputs, outputs, and signal processing in their drawn circuits, and explore topics such as light sensing, timed circuits, piezoelectric materials, and more.
The Smithsonian LED Circuit Lab, from NSI INTERNATIONAL, lets kids perform 19 experiments that teach the basics of circuit theory. Little engineers will connect wiring sequences to make different numbers light up on the LED display. Designed for kids ages 8 and up, the kit includes a circuit board unit, a connecting wire, an LED “Brightness Control” light, and a poster.
LITTLEBITS’ Droid Inventor Kit paired with the Droid Inventor app lets kids create their own droid, including an R2-D2 droid with more than 20 sounds from the Star Wars films. Kids can teach R2-D2 new tricks and take it on more than 17 different missions. Then, they can reconfigure the droid to give it new skills, or design an entirely different droid. Kids can control it in drive mode, self-navigation, Force mode, and more. Designed for kids ages 8 and up, the kit includes six bits, 23 droid parts, and three sticker sheets.
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SPECIALTY TOYS & GIFTS The Solar Rover kit, from RECHARGE LABS, is modeled after NASA Mars probes and lets kids explore the power of solar energy while they build a functioning rover. The reusable kit includes everything kids need to power the rover and create custom wheels out of everyday materials. Designed for kids ages 5 and up, the kit teaches kids basic circuitry and how solar panels work. Circuit Games DIY operation gamee
Next year, KLUTZ will introduce the Klutz Maker Lab STEM line. The range will feature Circuit Games, which let kids build five different games out of circuits. Kids will use electronic components to construct a DIY operation game, a Space Loop race, a quiz show board, and more. The kit comes with instructions that teach kids how to add wires, LEDs, and buzzers. New to ALEX BRANDS’ Ideal line, Ideal Magic Science Spectacular lets kids perform more than 40 science tricks that incorporate physics, chemistry, and physiology. Designed for kids ages 7 and up, tricks include Swimming Squid, Refilling Cola, Disappearing Water, Balancing Wand, and more. The set includes a hydrostatic barrel, clinging beaker trick, a water replicator, a diving squid, a wand, magic powder, and more.
MINDWARE’s STEMulators line is a collection of STEM kits that help make learning difficult skills a fun and interactive experience. Energy Generator Car Science Lab lets little engineers build and power a car using a capacitor and hand-crank generator. Kids will learn about electrical power generation and how a capacitor can store energy. Designed for kids ages 8 and up, the activity set includes an illustrated instruction guide.
ELENCO‘s Snap Circuits 3-D M.E.G. (Magnetics-Electronics-Gears) teaches kids the basics of electricity, engineering, and circuitry. Designed for kids ages 8 and up, the set contains “stabilizers” that kids use to build 3-D Snap Circuits structures. New component parts include 3-D rotating snaps, a two-sided base grid, rotating LED lights, a fiber optic tree, a rotating mirror ball, different sized gears, a melody integrated circuit (IC), a magnetic switch, and more.
TENKA LABS’ Circuit Cubes line features electronic building blocks that snap together and are compatible with LEGOs and other building toys. Each cube has its own function and magnets on each side so that kids can build in any direction. The Smart Art Kit lets kids use moving parts and a motor to make their creations spin and swivel. Kids can build a carousel, a jewelry box, a mobile, a light-up sign, or a Flying Lady replica.
THAMES & KOSMOS’ Barbie Fundamental Chemistry Set is a portable science lab that comes with the tools and materials kids need to execute full science experiments. Kids can read the story in the illustrated manual and experiment with six fun, safe potions that demonstrate important scientific principles. Designed for kids ages 8 and up, the kit teaches kids the chemistry and physical science behind the properties that make up each potion.
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PROPERTY PROFILE
“National Geographic Kids, the No. 1 creator of nonfiction animal content for kids, is proud to partner with WildWorks on Animal Jam, the No. 1 social game for kids. Since its launch in 2010, Animal Jam has offered kids a fun play experience in a wildly imaginative virtual world that also packs in real-world animal facts and learning opportunities. We look forward to continuing our collaboration as we work together to inspire the next generation of animal lovers and explorers through Animal Jam’s digital platforms, books, and toys.”
—Rosa Zeegers, EVP, Consumer Products & Experiences, National Geographic
• Animal Jam has more than 78 million users registered worldwide. • Animal Jam Play Wild has more than 5 million downloads. • More than 140 million animals have been created since 2010. • Jammers watch more than 72 million hours of video per year. • Jammers type more than 6.5 million lines of chat per year. • Animal Jam is rated in the top 10 fastest-selling licensed collectibles in a recent report from The NPD Group. • A new Jammer account is created every 1.5 seconds.
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• .
PROPERTY PROFILE
Basic Fun
Pillow Pets Pillow Pets brings the Animal Jam creatures to life with huggable, comfy Pillow Pets. Kids can choose from Frankie the Fox, Rosy the Bunny, or Scooter the Lynx. Each Animal Jam Pillow Pet can be used as a stuffed animal by day, and then turned into a pillow for night. Each Animal Jam Pillow Pet comes with a unique code to unlock a virtual Pillow Pets character in the game, which players can use in the online Animal Jam Den. Kids can collect new pawsome pets with Jazwares’ Animal Jam Adopt A Pet Series 3 Cupcake. Each blind box comes with a collectible pet, an accessory, and a den. The dens are stackable so kids can display their pets, and they can mix and match accessories across all animals and pets. Each pack features a fun animal fact. Animal Jam Light Up Fancy Pets (Heart Locket) are secret surprise pets that love to travel. Kids can take them on the go and share secrets with their friends. The button on the back activates the light on the back of the heart locket, which can be used to shine a light on each pet to reveal secret patterns. Kids can go on the hunt for Rare Series 3 Pets. Each item comes with one game code that unlocks special content in the Animal Jam game and the Play Wild app.
Jazwares
Penguin
Make It Real
Penguin Young Readers Group will publish a fiction series based on Animal Jam. In the first book, Call of the Alphas, kids will learn all about the origin of the lush, natural Animal Jam home Jamaa, and its brave, adventurous animal leaders called the Alphas. All readers will be given exclusive access to new online adventures with a special code in the text. The first two novels are out now and a third will be released in October.
Kids can step into an illustrator’s shoes with the Animal Jam Sketchbook, from Make It Real. The pages guide kids to design accessories for their favorite Animal Jam characters, meet a real Animal Jam illustrator, and more. The set includes stencils, stickers, dozens of pieces of sketch paper, an interview with an Animal Jam illustrator, and a full design guide.
Basic Fun will release a series of Animal Jam-licensed Mash’Ems in 2018.
Identity Games Identity Games will introduce an Animal Jam edition of its Find It Game. Kids can discover the world of Jamaa with Animal Jam Find It, featuring 40 of the most popular animal avatars from the online game. The game will be available in the spring.
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FEATURE
The Retail Show That Fulfills Year-Round Halloween Needs THE HALLOWEEN & PARTY EXPO IS MORE than you expect. For years, this annual event has been the No. 1 stop for retailers and buyers alike to fill their stores with the hottest trends in everything Halloween, party, and celebration year-round. With more than 350 exhibitors, this annual event showcases everything Halloween, but it does not stop there. Next year’s show takes place Jan.15 to 18 in New Orleans, and retailers can see the latest in kids’ costumes, makeup, masks, party novelties, and toys. Retailers looking for new and exclusive items for Halloween, dress-up, the seasonal party category, and more are sure to be at this event. ONE-STOP SHOPPING FOR ALL YOUR COSTUMING & DRESS-UP ACCESSORY NEEDS Every year the Halloween & Party Expo enhances its experience. This isn’t an average four-day show where attendees walk up and down the aisles. In fact, this is just the opposite. Attendees will find hot new products, trends, party and dress-up accessories, décor, and more, but that’s what’s already expected. The unexpected include the latest, hottest costumes and accessories that are sure to fly off shelves. The top costume distributors will showcase their newest lines and what they expect to be in demand for the 2018 season. Attendees can see the latest looks inspired by TV shows and movies, as well as all the accessories needed to make the perfect costume complete. There will be major toy exhibitors displaying the most in-demand toys and collectibles for the upcoming season. Benefits of the show include unprecedented access to first looks and sneak peeks of the newest trends and products, as well as discounts and show specials that can only be found at the
2018 event. This year, the Haunted Trends Runway returns, where popular costumes and accessories for all ages come to life during live fashion shows. The runway will continue to scare up new ideas, techniques, and networking relationships that are crucial to staying ahead of the pack this Halloween season and all year long. WHAT ELSE CAN YOU EXPECT? The Halloween & Party Expo is proud to announce its new co-location with HAuNTcon—the Haunted Attraction National Tradeshow and Conference. This new partnership brings the Halloween, Party, and Haunt industries together under one roof to network and share ideas. Networking opportunities such as the annual Halloween & Party Expo’s Brewing, Booze, and Boos costume ball allow attendees to make new connections, expand merchandising reach, and have fun. The city of New Orleans has a lot to offer, including rich culture, excellent cuisine, eclectic music, and vibrant nightlife. Concierge services will make the city easy for at-
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tendees to experience, from planning a night on the town, to locating the best restaurants and music. WHAT’S NEXT Follow the Halloween & Party Expo on social media at facebook.com/theHPE/ and @halloweenpartyexpo to get all the updates and to stay in the loop for the upcoming event. Also, sign up for the Halloween & Party Expo’s newsletter, The Celebration, for interviews with industry professionals and hot new emerging trends to help prepare for the Halloween season. Register for the 2018 show today at halloweenpartyexpo.com/ToyBook. Plus, take advantage of guaranteed lowest rates on hotels when you book early. »
Interested in exhibiting? Contact Marni Golden Vinci at 203-2428712 or mvinci@urban-expo.com. To register for the 2018 show, visit halloweenpartyexpo.com/ToyBook
WIT
The Toy Book chats with six toy industry entrepreneurs about productivity, mentorship, and what being in the Women in Toys community means to them. MARIAN MAGUIRE BOSSARD SVP, Global Market Events, Toy Association WIT Member: Two to three years Why do you believe that mentoring is so important? Mentoring is an investment with great potential for significant returns. Mentoring within an organization will maximize the potential of future leaders. Even if staff grows beyond opportunities available inside your company, you still benefit from the investment because along the way there is increased job satisfaction and productivity. How has mentoring affected you, both professionally and personally? I had the good fortune to meet a few people over the years who so generously shared their experience. I still quote some of them and treasure their guidance. I hope some day, 20 years from now, someone remembers one thing I said that helped them along the way. What are your top productivity tips? Are there any mobile apps that help you stay organized/efficient? I have a to-do list that is really more of a journal of ideas. There are critical tasks and meandering thoughts about new ideas sideby-side. The combination works for me. My outlook calendar helps me stay organized, as well as people sticking their head in the door asking, “Are you coming to this meeting?” because I ignored the reminder. What does being a part of the WIT community mean to you? While I only became a dues-paying member a couple of years ago, I have observed with a fair amount of awe the amazing community WIT has built for the last 18 years. And, in my capacity, I tried to support WIT initiatives that intersected with our events. Why did it take me so long to join? I’ve asked
myself that question and this is my answer: I did not come to the Toy Association from the toy community. For many years I felt like an outsider; more a student of the toy industry than a part of the toy industry. I will always be a student, but maybe I finally have the confidence to get closer to this community of industry professionals to share what I’ve learned and from whom I can learn so much. MAUREEN MCHALE President, McHale Design WIT Member: More than 20 years Why do you believe that mentoring is so important? Without the encouragement and insight from others, I would not be where I am today. How has mentoring affected you, both professionally and personally? We are actively working with a local high school in an economically depressed part of Long Beach to encourage young people of color to consider design and toy design as a possible career. This year, we will be expanding to have some of the art directors and designers at McHale Design meet with groups of students on the annual toy design project so the students can achieve better results on their projects. Also, we have paid college interns here, and as much as they learn from us, we learn from them. Mentoring gives us a chance to share our knowledge and see our mentees succeed with just a small amount of guidance and lots of encouragement. It feels good to see what our interns and the students we work with accomplish. We are so proud of them. What are your top productivity tips? Are there any mobile apps that help you stay organized/efficient? We’ve added Slack to our company and it’s fostered an element of fun, but also eased the way we communicate. I would say it’s one of the biggest improvements in multiple
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ways: speed of messaging, less cumbersome than email, and simplified conversations around specific topics. What does being a part of the WIT community mean to you? My relationship with WIT has evolved over the years. I believe at first WIT’s focus was on recognizing there were women in the toy industry and providing an opportunity to hang out with women and supportive men who were all working hard in the industry. It quickly evolved into an organization that provided not only networking, but also serious professional support. Today, I enjoy showing up at an event and finding familiar faces and then meeting the new WIT members. We share a common experience of being on the journey of bringing innovation into the play of children, and as women dealing with the issues of our roles outside of work and the unspoken glass ceiling that still exists. DEB DE SHERBININ Principal, Perk Consulting WIT Member: On and off since WIT started Why do you believe that mentoring is so important? Mentoring provides valuable insight to help individuals grow in their careers and business, as well as make changes to their lives. A valuable mentor will carefully listen to learn and understand a person’s situation to determine how they can be helpful. A mentor can play many roles. They can suggest a fresh way of looking at a situation to help an individual grow their career or business, recommend approaches to a personnel issue with a boss or co-worker, or help with connections to get them to the next level. How has mentoring affected you, both professionally and personally? My mother was my first mentor. Losing my father at a young age, I was raised by my
WIT STORIES
strong-willed mother who encouraged me to follow my dreams. Later, as I explored my career options, I sought the advice of two women in the advertising world who encouraged me to obtain an MBA, which led to my career in the toy industry. Because of my involvement with WIT Empowerment initiatives, I recognize the value of having a mentor. I am excited to see that women in business roles are focused on the importance of helping other women in their careers. I am also thrilled to serve as a mentor for the 2017 Mass Challenge cohort, a Boston-based accelerator that provides guidance and advice to startups. What are your top productivity tips? Are there any mobile apps that help you stay organized/efficient? Make a to-do list for the week and schedule time in your daily calendar to address pressing things on your list. One of my new favorite apps is the ScanBizCards, which lets me easily add contact information about people I have just met to my address book. What does being a part of the WIT community mean to you? I love the WIT community. As an active board member and co-chair of the WIT Empowerment Day, I am dedicated to helping WIT develop as a professional organization to provide our members opportunities to grow their careers and businesses. WIT recognizes the achievement of women in our industry, and offers unique networking opportunities, educational webinars, Empowerment Day, and many other benefits for members to become involved in the community. LAURA ZEBERSKY CCO, Jazwares WIT Member: Three years Why do you believe that mentoring is so important? Mentoring not only
gives back to the community and industry of women, but it also empowers women to succeed. This is significant for me, especially since I am a mom and a mentor to all levels of employees at Jazwares. My stories give women a chance to hear all sides of the consumer products business, both the good and the bad. Helping others secure a future in this industry is an ambition of mine . How has mentoring affected you, both professionally and personally? It’s really rewarding for me to encourage impassioned women in my field and inspire them to be champions in their own right. What are your top productivity tips? Are there any mobile apps that help you stay organized/efficient? I’m a multi-tasker. I process information quickly and am very opinionated. That is probably why I am productive and appreciate being a mentor. Mobile apps? Have you seen my desk lately? What does being a part of the WIT community mean to you? WIT is the strongest group of women in the toy industry. As an active member, I am able to collaborate with other strong women to drive creativity and innovation in the industry. WIT is a badge of honor. SUE WARFIELD Director of Member Relations, American Specialty Toy Retailing Association WIT Member: Two years Why do you believe that mentoring is so important? I believe in paying it forward. I would not be where I am today if I didn’t have an amazing mentor when I began my career over 30 years ago. I am still in contact with him and am still learning more each time we meet. How has mentoring affected you, both professionally and personally? Mentoring taught me at the beginning of my career that there is always more to learn and if I listen to those that have learned through their own experiences, I can sidestep some of the landmines out there. In return, it has made me aware of how much I can offer to others. This translates equally in my profes-
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sional world as well as in my personal life. What are your top productivity tips? Are there any mobile apps that help you stay organized/efficient? I live by my Outlook calendar, which is on all my devices. I have it coded for business and personal. It keeps me on track. I also use Trello, as our office uses it for all our various projects we have going. My biggest help is going through my checklist at the end of each day to keep me focused on what I have completed and making my list for the next day so I can start fresh first thing, knowing exactly where I need to start. What does being a part of the WIT community mean to you? It gives me the security and confidence of knowing there are others out there that are just like me. Working through the daily pulls of work and personal, it is good to know that there are people I can turn to for advice or just a listening ear when I need it. I hope that I can be seen as one that can offer that back to any member of our community. TANYA THOMPSON Director, Global Product Acquisition, Gaming, Hasbro Inc. WIT Member: New Why do you believe that mentoring is so important? Because it can really make a difference in someone’s life. How has mentoring affected you, both professionally and personally? I’ve had people in my life who have encouraged me to go farther or think bigger or try something new. They’ve shared a wisdom that has helped me get where I am today. I’m doing my dream job and they’ve helped me dream big. What are your top productivity tips? Are there any mobile apps that help you stay organized/efficient? I mainly use OneNote for notes, Trello for tasks. Email, text, WhatsApp, and Slack for communication. What does being a part of the WIT community mean to you? I’m new, so I’m looking forward to finding out soon! »
INTERNATIONAL TOY INDUSTRY
SPIELWARENMESSE 2018 Navigating an Explorer’s Paradise IF YOU’RE FLYING TO NUREMBERG AT the end of January, you’ll be greeted with much more than just bratwurst, beer, and sauerkraut. The Spielwarenmesse is the one event in the year that is always a firm fixture in the diaries of toy professionals around the world. When organizing your travels for next year, remember that the usual last day— Monday—will be dropped for the first time. This means that, in 2018, the world’s leading toy fair will open its doors from Wednesday, January 31 to Sunday, February 4. Decision-makers will make their way to Nuremberg Exhibition Centre from all four corners of the world on their quest to discover the latest product trends and recent industry
developments that assist them in the daily running of their businesses. WELCOMING THE WORLD TO NUREMBERG With more than 170,000 square meters— approximately 1.8 million square feet—waiting to be explored, the biggest and most important industry event in the world continues to strengthen its position, without compromising on quality. More than 2,800 exhibitors from more than 60 countries will unveil their diverse product ideas for the coming season, with companies from the U.S. emerging as the fifth largest exhibitor group. Visitors are also expected to turn out in high numbers. According to the Spielwaren-
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messe’s estimates, about 73,000 buyers are expected to attend the event, mostly from Europe, Asia, and America. Although finding the latest innovations will be foremost on their minds, aspects such as checking out competitors, monitoring the market, and sharing information are gaining importance. Demand for a more interactive and hands-on exhibition experience is also on the rise. SPECIAL AREAS FOR TARGET GROUPS The Spielwarenmesse team has come up with a direct response to these expectations. Presenting more than 100,000 innovations, the Spielwarenmesse offers trade buyers and specialist retailers clever “navigational aids”
INERNATIONAL TOY INDUSTRY THE SPIELWARENMESSE® PRODUCT GROUPS
Mitte, 1
Lifestyle Products
1
Dolls, Soft Toys Baby and Infant Articles Wooden Toys, Toys made from Natural Materials School Articles, Stationery, Creative Design Technical Toys, Educational Toys, Action Toys Model Railways & Accessories Model Construction, Hobbies Sports, Leisure, Outdoor Festive Articles, Carnival, Fireworks Games, Books, Learning & Experimenting, Multimedia Multi-Product Group for exploring the halls, as well as relevant industry highlights. This includes the Tech2Play activity area in Hall 4A, which is devoted to electronic toys in four revised categories: Robot Toys, Virtual Play, R/C Toys, and Electronic Learning. The Special Area for Baby & Infant Articles is located between Halls 2 and 3, and provides inspiration for additional ranges designed for our youngest members of society. Situated in a busy spot—close to Entrance Mitte—Toys Meet Books celebrates its debut next year. Here, the exhibitors introduce booksellers mainly from Germany, Austria, and Switzerland to the exciting world of toys. HALL 3A: A CENTRAL HUB Innovation-driven trade buyers always put aside an extra portion of time for Hall 3A, which is home to the roughly 1,000 square
HALL
2, 3 3, 3A 4 4, 4A, 5, 6 4A 7, 7A 7, 8 9 10.0, 10.1, Foyer 10 3A, 11.0, 11.1, 12.0, 12.2
meter—approximately 10,700 square foot— TrendGallery. The TrendGallery will have a new design that gives visitors the opportunity to gain their bearings in the dense jungle of products. The three overriding trends identified by the 10 globally active members of the TrendCommittee are brought to life by corresponding products. The TrendGallery also spotlights the nominees and winners of the ToyAwards, which cover four age-specific categories. Practical expertise and handson knowledge for retailers is provided by high-caliber speakers at the Toy Business Forum. Also located within the TrendGallery, the Forum focuses on a different theme every day: Wednesday: What’s Next? Insights from trend experts. Thursday: Digital or Dead? Will you survive the future?
Friday: Multichannel & More: Many roads lead to the customer. Saturday: Toy Business Academy: Buy right, sell successfully. Sunday: Marketing Reloaded: Innovative ideas and creative concepts. MEETING SPACE FOR LICENSING The upcoming Spielwarenmesse will continue to be a valuable source of information for licensing. Whether it’s through Walking Acts, the sign posting of licensed products in the TrendGallery, or the presence of reputed licensors, trade visitors will receive a broad and international overview of this sector. The offering also encompasses the fair’s long-term partnership with the International Licensing Industry Merchandisers’ Association (LIMA). Located in the foyer of Hall 12.0, LIMA is an important hub for licensees and licensors. INFORMATION STRAIGHT FROM THE HORSE’S MOUTH “We wish to ensure that our exhibitors and visitors all leave Nuremberg with plenty of positive experiences and are able to launch into the new year feeling well prepared and properly equipped. This is why our preparations are already running at full speed and we’re fully focused on the Spielwarenmesse 2018,” says Ernst Kick, CEO of Spielwarenmesse eG. Visitors who want to keep their fingers on the pulse before the show gets under way can use the Spielwarenmesse app and website. The Spielwarenmesse is also active on its social media channels, keeping the industry in the know all year long. »
toybook.com | SEPTEMBER/OCTOBER 2017 | THE TOY BOOK 101
TALKING SOCIAL MEDIA
How to Leverage Live Social Media Broadcasts by MELISSA HUNTER, founder, Family Video Network LIVE STREAMING IS THE NEW DARLING of the social media world. Until recently, setting up a live stream required knowledge of overwhelming things such as encoders and bit rate, but the times they are a’changin’. Now all you need is a mobile phone and an internet connection. In other words, you have no more excuses to avoid taking your product live! Right now, there is a battle between platforms for world live streaming domination. Facebook Live was first to develop an easy-to-use live streaming option, but now Instagram, YouTube, and SnapChat have each introduced their own simplified mobile phone options—and don’t forget Periscope, Twitter’s live platform. We’ve gone from overwhelming tech to overwhelming choices, but it is not as mystifying as it seems on the surface. The obvious first question brands have is, “Why do I need to live stream?” Initially, live streaming looked like a fad that would quickly fade away, but it turns out that live video is in high demand among consumers, and it has quickly gone from being an optional add-on to a marketing strategy to a must-do. Live streams create a connection between a brand and its consumers on a deep and personal level. They break down all of the barriers of social media and provide a way for you to interact with your audience in real time. While this may sound terrifying, it is actually quite liberating. Studies show that engagement on live streams far exceeds that of normal social posts, and consumer engagement leads to both sales and customer loyalty. Choosing a platform is the biggest hurdle. Start by sitting down and identifying which platform has your largest audience. Once you have that data, you need to figure out when that audience is most likely to be online. There
are still plenty of parents home during the day, but if your target audience is working millennial moms, then you might want to aim for after dinner. Children are best reached right after school and before dinner, as they tend to run to their devices as soon as they are released for the day. If you plan to have a long live stream that broadcasts for more than 30 minutes, you may want to schedule it for the evening or weekend when your audience will have more time to engage. So you’ve chosen a platform and a date and time. Now what? What are you going to do live in front of thousands of people? Live streams are ideal for question and answer formats. Have you launched a new product that has some tech aspect or slightly complicated instructions? Use your live stream like a live customer service session and answer audience questions and troubleshoot in real time, all while showing off the coolest features the product offers. Live streams are also an excellent way to unveil a new product for established brands. Is your audience impatiently waiting for the next series of your collectible? Unveil it live! Engage one of your trusted influencers and have them on the live stream with you to amplify the audience. Be sure to repeat details such as the instore availability date, price, and major features during the live stream, because people will likely join in on the fun mid-stream, and you don’t want them to miss that vital information. Spend an hour watching a channel like QVC and note how often they repeat the same details. Do you have an amazing staff of designers, engineers, animators, or inventors? Consider giving your audience a behind-the-scenes look at those wizards at work. While your staff might not be comfortable speaking on camera—especially in a live situation just sitting in front of
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the camera—a visit to their workstation where they get to demonstrate how they do what they do will most likely get them animated and talking. This will create an intimacy with your consumers that you just can’t get any other way. If you’re a toy store owner, consider live streaming your next event, while teasing a future event as well. Customers will see all the fun in store, and mark their calendars so they don’t miss out on the next one. Do you need to stick to just one platform? Actually, you should do just the opposite. Live streams can help you build up your audience and increase your overall social footprint, so it is important to cultivate live strategies for multiple platforms. Overwhelmed again? Take a deep breath and remain calm. Companies such as Livestream and Switchboard Live provide systems that allow you to stream to multiple platforms at one time. You are now ready to go live! Keep in mind that all of these technologies are still evolving and they often glitch. It’s live video, and unexpected things are going to happen and that is OK. Live video isn’t meant to be perfect and scripted. No matter what happens, just laugh it off and keep going. Your audience will only find you more endearing, and the candid feel will allow you to create a deeper and more personal connection, which is exactly why you hit the “go live” button in the first place. » Melissa Hunter is better known in the YouTube world as Mommy, the co-host of Mommy and Gracie Show, which she shares with her 13-year-old daughter, Gracie. In 2014, she launched Family Video Network, a multi-channel network (MCN) focused on kidand family-friendly content.
EUROMONITOR
STEM INTEREST BUILDS DEMAND FOR INTERACTIVE TOYS STEM Toys Are Expected to Outperform the Traditional Toy Market by MATTHEW HUDAK, senior toys and games analyst, Euromonitor International INTEREST IN STEM TOYS IN CORE markets is factoring into the interest for interactive toys. China, the U.S., the UK, and Germany are some of the biggest markets for STEM toys, with engineering or mathematics skills historically the major focus of sales. Increasingly, however, the technological skill set of STEM is becoming more important in these markets, due to parental concern that technology skills will be vital to their children’s future careers. Interactive toys, which are toys that can react and respond to their environment or users, can help develop these skills while providing STEM toy makers with a new opportunity to enhance the offerings of their product portfolio. CORE MARKETS FOR INTERACTIVE TOYS LEAD STEM ADOPTION The biggest growth markets for interactive toys also currently make up the majority of STEM sales globally, and are expected to lead sales growth through 2021. Much like interactive toys, STEM toys have a strong correlation to disposable incomes, as parents in higher-income households view STEM products as an investment in their child’s future, which makes playtime more productive. Moreover, STEM interest also helps drive interest in interactive toys, as interactive toys are increasingly able to include numerous areas of STEM, in particular technology. ENGINEERING AND MATHEMATICS ARE PRIMARY PURCHASE AREAS Among the core interactive toys markets, the primary areas of focus for STEM purchases are construction and games and puzzles, which are also expected to be the fastest growing areas of STEM toy purchases from 2016 to 2021. While these toys can focus on a variety of STEM areas, they primarily tend to focus on construction and mathematics. Toys aimed
at technology skills have a more limited presence, and previous growth areas, such as educational preschool products—including LeapFrog—are in a period of decline. However, new additions to the market, such as LEGO Boost, suggest that demand for technology-focused products is on the rise. COMPUTER SCIENCE INCREASINGLY IMPORTANT TO CORE MARKETS One of the core reasons behind the increasing parental desire to enhance the technological skills of their children is the growing belief that future jobs will be largely technology-focused. With the exception of Germany, the core markets for interactive toys have seen an increase in the number of science graduates from 2011 to 2016, due in large part to the growing number of computer or related scientific field graduates. Expenditure on research and development has been growing steadily in every core market, as both the private and public sectors look to create the next big innovation. Increasingly, any research and development requires some amount of technological aptitude; a sign to many parents that this will be an important skill in the future economy. STEM TOY MAKERS EMBRACE INTERACTIVITY TO STRENGTHEN GROWTH 2016 saw new introductions of interactive STEM toys, such as Mattel’s Fisher-Price Think & Learn Code-
a-pillar and Spin Master’s Meccano Meccanoid.The high demand for toys that can enhance technological skills is increasingly pushing STEM toy manufacturers to embrace interactive elements in their product portfolios, which will further link the two areas of traditional toys and games through 2021. One of the core reasons behind this adoption of interactive elements is the impressive growth potential of these kinds of toys. While STEM toys are expected to outperform the traditional toy market as a whole, interactive toys are expected to perform far better. As such, STEM toy makers have an incentive to add interactive elements to give their product an edge in an increasingly competitive STEM market. » Matthew Hudak is a toys and games analyst for Euromonitor International. In his role, he researches and writes on the global market for toys and video games, and drives analysis on the ever-evolving ways children and adults play.
Source: Euromonitor International 2017
toybook.com | SEPTEMBER/OCTOBER 2017 | THE TOY BOOK 103
INDUSTRY MARKETPLACE
BUSINESS DIRECTORIES 2015 Trade Show Directory $39.95 Independent Sales Rep Directory $69.95 Toy Wholesalers & Manufacturers $29.95 We carry Salesman's Guides to Find Buyers and Trade Show Exhibitor Lists for Toy Fair and others! 1-800-635-7654 • forumpublishing@aol.com www.Forum123.com Free Magazine: www.RFmagazine.com
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Playtime Sales & Marketing Co. LLC A Toy Manufacturers Sales Representative
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Corporate Office: 331 Piermont Road, Norwood, New Jersey 07648 TEL: 201-784-7727 FAX: 201-784-1912 E-MAIL: murraybass@playtimesales.com lensoyka@playtimesales.com carolleeman@playtimesales.com
The Playtime Sales & Marketing Company, LLC. is a Toy and Electronics Manufacturers sales representative organization. Our prime focus is to represent Toy and Electronics Manufacturers to the Mass Market Retailers. The principals of our Company are Len Soyka and Murray Bass. Our only vocation has been in the Toy Industry. We are dedicated toy professionals. Our geographical areas of sales coverage and accounts include: • NEW ENGLAND…Connecticut North to Maine and Upstate N.Y. Accounts… CVS Drug, BJ’s Whle Club, Benny’s and TJ Maxx, • NY METRO NY City and New Jersey. Accounts...Toys R Us and their DOTCOM and aGlobal divisions, TRU Express, dd’s Stores, Macy’s Backstage, Cititrends, Burlington Stores, Quidsi’s, Xmas Tree Shops, Shepher Distributors, Buy Buy Baby, Party City, National Whle., Bed Bath and Beyond, Stevens Intl., and NY area Supermarket chains. • MID-LANTIC…Pennsylvania, Washington D.C., Northern Virginia and Western Ohio. Accounts…Rite Aid Drug, Group Sales, Boscov’s, Omni Global, 5 Below, Dollar Tree, Variety Wholesale and Big Lots. • K mart USA // JC Penney Catalog // Universal Studios Orlando // Gordman’s // Target and Walmart • CANADA…Walmart, Toys R Us, Canadian Tire and Costco • CHINA…We maintain a full time Hong Kong sourcing Office
The Toy Book Volume 31, Number 1 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 © 2014 Adventure Publishing Group, Inc.® All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in U.S.A. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Publishing Group, Inc.® Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: The Toy Book, c/o Adventure Publishing Group, 307 Seventh Ave., Room 1601, New York, NY 10001. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.
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We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries. ®
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To place a classified ad, please contact Bill Reese at 212-575-4510 x2322 or breese@adventurepub.com
O • A C • a S M E • W B • G •
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SEPTEMBER/OCTOBER 1997
FLASHBAC TOP SELLING
The
TV PROMOTED
1 2 3 TICKLE ME ELMO 4 STAR WARS FIGURES 5 BATMAN FIGURES 6 7 NANO BABIES 8 BABY TICKLE ME 9 10 TAMAGOTCHI BANDAI
GIGA PETS
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Bandai America will introduce more than three dozen different color variations of its Tamagotchi, which feature enhanced programming and new characters. In addition to its regular Tamagotchi, Bandai America is introducing two new versions: Tamagotchi Angel and Digimon, short for Digital Monster.
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TIGER ELECTRONICS
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WORKIN’ OUT BARBIE MATTEL
The electronic talking Bop It game, from Parker Brothers, gives spoken and musical commands to test reflexes. Players choose from three different games: Solo Bop, Vox Bop, or Beat Bop.
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TYCO PRESCHOOL
HASBRO
HASBRO
SPLASH ’N COLOR BARBIE MATTEL
PLAYMATES
TYCO PRESCHOOL
STAR WARS ACTION FLEET GALOOB TOYS
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3
Telephone Tag, from » Fundex Games, is an electronic phone game for four players. Players try to collect the most telephone messages from their dream dates. The game gives the classic board game style a twist, allowing players to have a hands-on product while also tapping into their love for electronics.