September/October 2018 by The Toy Book

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2019 TOY PREVIEW

SEPTEMBER/OCTOBER 2018

Volume 34, No. 5 — Published by Adventure Publishing Group

Jonathan Samet Publisher jsamet@adventurepub.com

DEPARTMENTS

Jackie Breyer Editor-in-Chief jbreyer@adventurepub.com

14 Editor’s Viewpoint

30 One-Click Retail

94 Talking Social Media

16 ASTRA’s Insights

34 Talkin’ Toys: Toy City

96 Marketing Memo

17 Toy Association Happenings 18 Industry Update

78 Talkin’ Toys: YULU

20 Sweet Suite 2019

80 Toy Association Perspectives

21 Toy Insider 2018

90 Women in Toys

28 Euromonitor

92 Outside the Box

100 Compliance and Regulations 102 Raising the Bar 104 Industry Marketplace 106 Flashback: September/ October 1998

NPD’s Juli Lennett looks at how the toy industry remains proactive despite the loss of a retail giant.

24 2018: A Year of Change Sean McGowan discusses how the industry is moving on without Toys “R” Us.

Ali Mierzejewski Senior Editor amierzejewski@adventurepub.com Jacqueline Cucco Associate Editor jcucco@adventurepub.com Maddie Michalik Associate Editor mmichalik@adventurepub.com Madeleine Buckley Editorial Assistant mbuckley@adventurepub.com Miranda Siwak Editorial Assistant msiwak@adventurepub.com Jordan White Editorial Assistant jwhite@adventurepub.com

features 22 Heavy Traffic in the Toy Retail Space

Marissa DiBartolo Senior Editor mdibartolo@adventurepub.com

82 Curiouser and Curiouser

Science Toys that Encourage Experimentation and Exploration

84 Halloween & Party Expo The Show That Fulfills Your Year-Round Halloween Needs

86 How to Make Your Dream Toy Happen

Wendy Smolen offers tips on how to bring your “A-ha” toy idea to fruition.

88 Spielwarenmesse 2019 Annual Trade Fair Celebrates 70th Anniversary with New Toy Trends.

Joe Ibraham Art Director jibraham@adventurepub.com Bill Reese Production Director bill@toybook.com Lori Rubin Controller/Office Manager lrubin@adventurepub.com 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

36 2019 Toy Preview

A Look at What’s to Come Next Year

Slinky Dog, by Alex Brands

On the Cover: Do Dats, by Alex Brands; Scooby Doo Mash’ems, by Basic Fun!; Super Wings Construction Block Sets, by COBI; BattleBots Tank Drive, by HEXBUG; Bloopies Swimming Mimi, by IMC Toys; Spirograph Plus 2-in-1 Design Set, by Kahootz; Beaker Creatures Series 2, by Learning Resources; Sky Track 64-Piece Set, by Magformers; Putty Scents MashUps, by Mindware; Vortex, by Odyssey Toys; Stink Bug, by Winning Moves Games; Robotics Smart Machines Tracks and Treads, by Thames & Kosmos; Ridley’s Games Nope!, by Wild & Wolf; Double Juggle, by YULU; Stikbot, by Zing

The Toy Book Volume 34, No. 5 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Publishing Group, Inc.® Editorial and advertising offices are located at 307 Seventh Ave., Room 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2018 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 USA. 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: Toy Book, c/o Adventure Publishing Group, 307 Seventh Ave., Room 1601, New York, NY 10001 or e-mail bill@toybook.com. 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

STEP RIGHT UP AND PLACE YOUR BETS by JACKIE BREYER, editor-in-chief

NOTHING IS EVER WRITTEN IN STONE. We can make predictions about sales, retail trends, and toy trends, but we can’t see the future. At this time last year, manufacturers were showing off poop toys and fart games. I walked through showroom after showroom of gross products. Are we seeing sell-through on Don’t Step in It, Flushin’ Frenzy, and Pimple Pete? As I write this it’s still early September, but so far sales look good for gross toys. This year, we’re getting early reads on several products that we think will be among the biggest hits of the holiday season. L.O.L. Surprise! will continue its reign throughout the fourth quarter with its latest iterations. We expect Moose Toys’ Scruff-A-Luvs to be a top seller; the nurturing play pattern and innovative reveal concept are sure to win over consumers’ hearts. Wearable plush pets will be popular, and there are several brands competing for kids’ attention, including Zookiez Slappy, Pomsies, and Wrapples. Fingerlings Hugs are too sweet for kids to resist, and they’ve got the Fingerlings legacy of 2017 to ensure gift-givers don’t pass them by. The top-secret Hatchimals are getting a lot of attention, but I’m not sure the craze of 2016 can be duplicated. For slightly older kids, the popularity of the Fortnite multiplatform game can’t be ignored. Thanks to its broad appeal, nearly any school-aged kid can show you how to do the Fortnite dances. Kicking off this fall with Fortnite Monopoly and Nerf blasters from Hasbro, followed by licensed products from Jazwares, Moose Toys, and Funko in December, Fortnite products may be hard for gift-givers to find on shelves. In any case, this holiday season is everything but said and done. All we can do is watch and wait. However, it’s also this time of year when we’re hedging our bets for the year ahead. What will be the hot new trends of 2019? (I’m sure there’s a salesperson in every showroom in Dallas who can show me.) Many manufacturers are tight-lipped leading up to 2019 previews, so it’s really not until

“Just in time for the Dallas Toy Show—a horseybot with saddle horn joystick to get kids from laying on the couch to… giddyup!” we get a first-hand look at prototypes in a few weeks that we can see what the next trends will be. That said, there are certain things we know for sure. Heading into next year, surprise reveal toys that feed into the unboxing trend will still be big. There are way too many of these types of products in my opinion, and over-saturation through this holiday season will weed out many of the me-too collectibles as we move into next year. Squishy toys seem to be slowing down, but new iterations, including plush-covered squishies, are keeping the trend alive. Unicorns and dinosaurs never go out of style, really, so I’m sure we’ll still be spotting them in 2019. I think it’s safe to say that STEM is no longer just a trend. Millennials want educational toys for their kids, and manufacturers are reflecting this demand with

14 THE TOY BOOK | SEPTEMBER/OCTOBER 2018 | toybook.com

an endless array of toys that teach science, technology, engineering, and math. Augmented reality and virtual reality have certainly become more common, but they don’t seem to have taken off at the consumer level. Traditional toys were big sellers this year. We’ll see whether technology plays a larger role in 2019. Enjoy this issue of The Toy Book! Be sure to follow us on Twitter @toybook and visit toybook.com for the latest toy industry news. »

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 16 years. Contact her at jbreyer@adventurepub.com.

ASTRA’S INSIGHTS

LEARNING THROUGH EXPERIENCE Accessing the Collective Knowledge Base of ASTRA Members through Continuing Education by KIMBERLY MOSLEY, president, American Specialty Toy Retailing Association IF YOU ARE AMONG THE 6 PERCENT OF American adults who own a business as a main job, you may subscribe to the old adage that experience is the best teacher. MAKING THE COLLECTIVE EXPERIENCE OF ASTRA MEMBERS AVAILABLE At the American Specialty Toy Retailing Association (ASTRA), our version of experience values the hard-won, hands-on learning by every ASTRA member and builds on the very reason ASTRA was founded: to provide members with access to people, tools, and resources they need to grow their businesses. ASTRA members have hundreds of years of valuable, collective business experience. They are entrepreneurs who navigated through big successes, complicated challenges, and heartbreaking failures. Four years ago, the ASTRA board of directors recognized that we could do more to make that collective knowledge base available to independent store owners, sales representatives, and manufacturers. Members always learn informally from each other— mostly through networking—and ASTRA’s Marketplace & Academy has provided quality continuing education for many years. As part of ASTRA’s 2014 strategic plan, the board launched an initiative to “expand current educational efforts into an ASTRA University aimed at improving retailers’ business capabilities, with the goal of developing and introducing new educational efforts to improve member business performance in areas that lead to improved member viability.” ASTRA ACADEMY SCOPE AND RESOURCES The notion of an ASTRA University quickly morphed into expanding the in-person annual ASTRA Academy into a year-round learning hub. Take a look at what ASTRA is doing to offer the industry a robust, flexible package of professional development opportunities: • Increased scope: Across the range of educational services we provide, members and others engaged with an ASTRA education product nearly 2,500 times during the first seven months of 2018.

• Flexible platforms: ASTRA education is now delivered on several platforms: in-person at regional events and the annual Marketplace & Academy, online via webinars and courses, and in print or digital materials by retailing and toy industry experts. • All levels of experience: Both newcomers to the toy industry and industry veterans can find content tailored to their professional development needs. • New ways to show your expertise: Two certifications (Certified Master Retailer and Certified Play Expert) and certificates that demonstrate the ASTRA learner’s mastery of various topics to manufacturers, customers, communities, and the media. • Professional staff resources: ASTRA staff now includes a director of education & training—an experienced adult education professional dedicated to program and content development. • Education Committee with an ear to the ground: An ASTRA Education Committee—consisting of ASTRA members who assess the educational needs of the membership and industry—guides the program to ensure it is responsive to the professional development needs of members. ASTRA members now have multiple options for accessing content and the way they want to get it—at a range of price points, starting with free.

THE TOY BOOK | SEPTEMBER/OCTOBER 2018 | toybook.com

PRIORITIZE PROFESSIONAL DEVELOPMENT You may ask yourself how you can possibly carve out the time for continuing education. Here are some ideas to help you get professional development on your to-do list for keeps: • Make it a measurable business goal: Add an educational goal to your annual business plan and track progress all year. If it’s written in your annual plan, you will be more likely to make it happen. • Go to Marketplace & Academy: A central part of ASTRA’s professional development program, the Marketplace & Academy offers top-notch presenters with cutting edge ideas each year. Mark your calendar for June 9 to 12, 2019 in Pittsburgh. • Use the buddy system: We all do a better job sticking to goals when we are accountable to someone else. Set professional development plans together with another ASTRA retailer and report progress quarterly. • Consider the consequences: If you put off learning about trends, best practices, and emerging issues, will you be doing everything you can to differentiate your store from big box and online competitors? Build a viable succession plan well in advance of your retirement? Experience more employee turnover than necessary because you don’t offer continuing education for your team? Visit academy.astratoy.org to find out more about ASTRA Academy and see all the education options. Non-members can see events on the ASTRA calendar: astratoy.org/ events/calendar. If you have questions about or ideas for ASTRA’s education program, contact Ahren Hoffman, director of education and training, at ahoffman@astratoy.org. »

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.

TOY ASSOCIATION UPDATE

THE TOY FOUNDATION Providing Joy and Comfort to Kids in Need by LAURIE CHARTORYNSKY, communications specialist/content developer, The Toy Association DID YOU KNOW THAT GENEROUS TOY and ﬁnancial donations from manufacturers, distributors, licensors, and retailers help The Toy Foundation (TTF) provide joy and comfort to millions of disadvantaged kids each year? Since 2003, the foundation has provided more than $225 million in brand new toys to more than 25 million deserving children, including those in foster care or suffering from abuse, homelessness, a life-threatening illness, or other adverse situations, through the organization’s signature program, The Toy Bank. This year, TTF plans to distribute toys and games to more than 2 million children in need throughout the U.S. and around the world thanks to the help of the toy industry. “Childhood should be about enjoying the magic of play and exploring new worlds with the help of skill-building playthings, yet many kids facing adversity do not have this luxury,” says Jean Butler, executive director at TTF. “We are proud to be the toy industry’s leading platform to get new toys and games into the hands of underserved kids, brightening their lives and relieving their stress.” Here are a few ways TTF is working to serve kids in need: PLAY YOUR PART EVENTS The Foundation’s annual Play Your Part events in Los Angeles, Chicago, and Boston bring toy industry volunteers together in the name of a good cause: helping kids who are impoverished or living in foster care. The events highlight the true generosity of the toy community and are a great way for companies and individuals to get involved. Children who attend these events get to enjoy a day of play featuring industry-sponsored games and activities, and a toy distribution that allows them to take home brand-new donated toys. The willingness of toy professionals to take time out of their busy workdays to participate is a major reason why the events are so successful. Maggie Morgan, marketing director at

T.S. Shure and a Play Your Part Chicago volunteer, encourages toy industry professionals to experience a Play Your Part event. “You won’t regret it,” she says. “The events are an amazing way to get involved, give back to the community, and make connections with industry peers and local organizations.” TOY DRIVES & COLLECTION OPPORTUNITIES TTF is the ofﬁcial charity of Fall Toy Preview, and encourages companies exhibiting in Dallas this October to donate their toys and games at the end of the show. TTF will distribute the collected toys to disadvantaged children in the metro Dallas area. Exhibitors who wish to join these crucial efforts are encouraged to stop by the foundation’s booth (#12-2424) or contact Elizabeth Max, TTF’s senior foundation manager, at emax@ toyfoundation.org, to obtain a product donation form. Toy companies also donate toys and games to The Toy Bank at toy drives and collection opportunities throughout the year, including the biggest toy drive of the year at the close of New York Toy Fair. At Toy Fair 2018, exhibiting companies donated more than 50,000 toys, which were distributed to thousands of disadvantaged children across the country. Toy collections are also held at industry events. TOY OF THE YEAR AWARDS Most in the toy community know about

the annual Toy of the Year (TOTY) Awards (totyawards.org), which celebrates the most innovative and unique toys, games, and properties in the toy industry each year, but did you know that the TOTYs are also a critical fundraiser for the foundation’s philanthropy work? TTF’s ongoing work is supported by TOTY nomination fees, ticket sales for the annual ceremony in February, and contributions to the Tribute Book distributed at the event. TOTY winners are revealed at the gala, a highly anticipated event by toy professionals and industry stakeholders, where guests also have a chance to learn more about the wonderful work that TTF does with the help of its donors. PARTNERSHIP WITH NEMOURS CHILDREN’S HEALTH SYSTEM TTF is entering the next stage of its partnership with Nemours Children’s Health System, one of the country’s largest pediatric health care systems. TTF and Nemours are currently working to develop play-based intervention kits that use play materials to reduce traumatic stress, comfort children with life-threatening illnesses, and support their families during their hospital stays. More information about the kits will be shared in the months to come. »

To learn more about The Toy Foundation and its programs, visit ToyFoundation.org.

Laurie Chartorynsky has been a member of The Toy Association’s communications team since September 2016. At The Toy Association, she is responsible for the weekly e-newsletter Toy News Tuesday, and writes articles based on the latest trends in the toy industry for trade publications. Chartorynsky has a Master’s degree in journalism from Northwestern University.

toybook.com | SEPTEMBER/OCTOBER 2018 | THE TOY BOOK

INDUSTRY UPDATE

THE STRONG REVEALS NATIONAL TOY HALL OF FAME FINALISTS The Strong named 12 finalists for in-

duction in its National Toy Hall of Fame. The finalists include American Girl dolls, chalk, Chutes & Ladders, Magic 8 Ball, Fisher-Price Corn Popper, Masters of the Universe, pinball, sled, tic-tac-toe, Tickle Me Elmo, Tudor Electric Football, and Uno. For the first time, fans may vote for their favorite finalists as part of a “Player’s Choice” ballot at toyhalloffame.org. The public will collectively act as one member of the 23-member committee. The final 2018 toy inductees, chosen based on the ballots, will be announced at The Strong museum on November 8. »

DETAILS ANNOUNCED FOR NEW FAO SCHWARZ FLAGSHIP LOCATION

As part of its previously announced global expansion strategy, FAO Schwarz’s new 20,000-square-foot Rockefeller Center location is set to open in November. The new store hopes to enhance the retail experience with staff product demonstrators, magicians, and costumed characters in addition to traditional clerks. The giant piano made famous by Tom Hanks in Big will also return with dancers performing on it. The New York store will be considered the FAO flagship, but ThreeSixty Group—the firm that acquired the FAO Schwarz brand—plans to open smaller versions of the store, including one in LaGuardia Airport later this fall and one in China next year. »

NOMINATIONS OPEN FOR 15TH ANNUAL WONDER WOMEN AWARDS

Nominations are open now through October 31 for Women in Toys, Licensing, & Entertainment‘s (WIT) 15th Annual Wonder Women Awards. The awards honor the accomplishments of top female executives, thought leaders, entrepreneurs, and other changemakers within the toy, licensing, and entertainment industries. Anyone can nominate a colleague, a friend, themselves, or any woman who has

made an impact in these fields. This year’s categories include Creator/Inventor, Licensing, Manufacturing, Marketing/PR, Sales, Social Responsibility, and Rising Star. WIT will announce the Wonder Women Award Nominee Finalists in late November, which are determined by a vote of the WIT Board of Directors, Advisory Board, Chapter Chairs, and the WIT Nominations Committee based on the candidate’s accomplishments. WIT members, board members, and key industry influencers will vote for the winners in mid-December. Award winners will be announced and celebrated at WIT’s annual Wonder Women Awards Gala on Sunday, February 17, which coincides with New York Toy Fair and will be held at Pier 60, Chelsea Piers in New York City. »

ROVIO APPOINTS JAZWARES AS GLOBAL MASTER TOY PARTNER

Rovio Entertainment appointed Jazwares as its global master toy partner. This new multi-year collaboration will deliver toys to fans worldwide based on Rovio’s upcoming entertainment ventures, including the planned September 2019 theatrical release of The Angry Birds Movie 2. According to Laura Zebersky, chief commercial officer at Jazwares, the Angry Birds line will include splat balls, blind packs, figures, play sets, and plush from Russ. Rovio is developing a long-term and

18 THE TOY BOOK | SEPTEMBER/OCTOBER 2018 | toybook.com

diverse platform of content for its global audience, including a new long-form animation planned for release in 2020. Other upcoming projects include live stage shows, location-based entertainment initiatives, and animated and live-action productions for Rovio’s Angry Birds YouTube channel. The theatrical release of The Angry Birds Movie 2 will be followed by the 10th anniversary of the original Angry Birds game in December 2019. To date, the Angry Birds games have amassed 4 billion downloads since 2009. »

MATTEL LAUNCHES NEW THEATRICAL FILM DIVISION

Mattel launched Mattel Films, a new theatrical film division that will develop motion pictures based on Mattel’s franchises. Robbie Brenner, Academy Award-nominated producer of Dallas Buyers Club, will oversee the new division as executive producer. Brenner will report to Ynon Kreiz, Mattel’s chairman and CEO. She was nominated for an Academy Award for Best Picture for Dallas Buyers Club, and her film Burden was a 2018 Sundance Film Festival Audience Award winner. She held multiple leadership roles in the entertainment industry for the last two decades, including partner and president of the film division at The Firm, and president of production at Relativity Media. Brenner also ran the classics division at Davis Entertainment, and held senior vice president roles at both Twentieth Century Fox and Miramax. »

INDUSTRY UPDATE

EPIC GAMES SIGNS LICENSEES FOR FORTNITE PRODUCTS

Epic Games partnered with Hasbro, Rubie’s Masquerade, Jazwares, Moose Toys, and Funko for Fortnite-inspired play experiences in deals brokered by IMG. Hasbro’s line will include Nerf blasters and Monopoly: Fortnite, both based on the popular video game. The Monopoly: Fortnite game will debut at most major U.S. and UK retailers this

fall, with additional markets to follow next year. The additional Fortnite-licensed games, role-play items, and Nerf blasters will debut next year. Rubie’s Masquerade will introduce a Fortnite dress-up collection for the European market featuring costumes, masks, and accesories from the video game. The line, made for both tweens and adults, is launching this year and will be available from a variety of online retailers. Jazwares’ new Fortnite-branded collection will feature true-to-game figures, Domez, loot boxes, play sets, environments, gamereplica weapons and tools, plush, vehicles, and more. The line will launch worldwide in December. Moose Toys will debut Fortnite-branded figures and miniature scale fort building sets, beginning with a new line that will debut this fall. Additional Fortnite lines from Moose Toys will feature micro-collectibles and play sets that will hit stores next year. The new Fortnite-branded collection

from Funko will launch this holiday season and feature more than 10 different product lines including Funko’s Pop! figures, 5 Star figures, Pint Size Heroes, Vynl, key chains, POP! apparel, and more. »

WOWWEE ENTERS LICENSING AGREEMENT WITH PINKFONG

WowWee entered into an exclusive licensing agreement with Pinkfong, a Korean education startup focused on preschool entertainment and unique content creation. With more than 170 apps available in 112 countries, Pinkfong amassed more than 200 million global downloads, of which nearly 50 million are from the U.S. Its YouTube channel has close to 14 million subscribers with 10 billion combined video views. Pinkfong also made international headlines with its viral “Baby Shark Dance” video. WowWee’s Pinkfong product line will launch at retailers next fall. » STAY CONNECTED!

@ToyBook

toybook.com | SEPTEMBER/OCTOBER 2018 | THE TOY BOOK

TIA PERSPECTIVES

SWEET SUITE 2019 BOOKING NOW! THE TOY BOOK AND THE TOY INSIDER’S NINTH ANNUAL Sweet Suite event took place on July 11 at Pier Sixty in New York City. Known as The Biggest Night of Play, the premiere toy party was completely sold out for both sponsors and attendees, hosting more than 400 press, YouTube creators, and digital influencers to connect with more than 90 toy companies in advance of the holiday shopping season. This year at Sweet Suite, influencers and the media enjoyed one-on-one time with representatives from the hottest kids’ brands and properties on the market, including VTech, LeapFrog, Nintendo, Jazwares, Just Play, Basic Fun!, Crayola, Dynacraft, Hasbro, PlayMonster, Mattel, HEXBUG, Jakks Pacific, LEGO, WowWee, Spin Master, Moose Toys, and many more. #sweetsuite18 generated more than 40.1 million Twitter impressions and more than 900 Instagram posts and counting.

20 THE TOY BOOK | SEPTEMBER/OCTOBER DECEMBER/JANUARY 2017 2018 || toybook.com toybook.com

Enormous swag boxes were shipped directly to attendees’ homes after the event, which sparked a resurgence in social media impressions and ensures bloggers and journalists have products on-hand to review and share with their followers. The swag boxes yielded live and recorded unboxing videos on Instagram, Facebook, and YouTube. Sponsors have already begun to reserve space at Sweet Suite 2019. Additionally, on September 20, the Toy Insider team will host its seventh annual HoliDAY of Play event in New York City, where 150 members of the media will be 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 or Jackie Breyer at jbreyer@adventurepub.com. »

THE TOY INSIDER

THE HOTTEST

TOYS OF THE YEAR The Toy Insider Launches 13th Annual Holiday Gift Guide

ADVENTURE PUBLISHING GROUP INC., PUBLISHER OF THE Toy Book and the Pop Insider, brings consumers the Toy Insider, the ultimate holiday gift guide featuring the hottest toys and gifts for the holiday season. The 13th 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 200 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 2.8 billion consumer impressions last year, appearing in outlets such as the Today show, the Wendy Williams show, ABC World News Now, Fox & Friends, CNBC, HLN, 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 Laurie Schacht, Jonathan Samet, or Jackie Breyer at (212) 575-4510. For updates from the Toy Insider, follow @thetoyinsider on Twitter, Facebook, and Instagram. »

AS SEEN ON

toybook.com | SEPTEMBER/OCTOBER 2018 | THE TOY BOOK

HEAVY TRAFFIC IN THE TOY RETAIL SPACE The Toy Industry Remains Proactive Despite the Loss of a Retail Giant by JULI LENNETT, senior vice president, industry advisor, toys,The NPD Group The influence of these toy properties is NO DOUBT ABOUT IT, THE TOY also clear when looking at the toy industry’s industry is up against some strong headperformance by supercategory. winds, from increasing competition with Youth electronics was the fastest growother forms of entertainment to a major ing supercategory in the market, up 43 retailer shuttering its doors. However, it appears that these disruptors have brought percent, driven by Fingerlings, Star Wars, and Tamagotchi. According to NPD’s new opportunities to an industry that is proving report, The Future of Toys, growth in youth to be resilient, open to thinking differentelectronics is expected to continue over ly, and using today’s circumstances as an the next year and a half, stemming mainly occasion for growth and transformation. from robotic/interactive playmates, as manIn the first half of this year, the U.S. toy ufacturers place heightened emphasis on industry grew by seven percent to $7.9 technology to compete with tech products billion, based on retail sales data from sold outside of the toy industry. global information company The NPD Group*. While the Toys “R” Us liquidation had a posiTOP 10 GROWTH PROPERTIES tive effect on sales, it was JANUARY-JUNE 2018 not the only catalyst for this growth. It is likely that the Toys “R” Us news has kept toys top-of-mind for parents and grandparents when shopping for kids in TOTAL MARVEL general, benefitting both consumers and the industry. I am also confident JURASSIC WORLD that the strong toy industry growth this year has been FINGERLINGS at least partially supported by the empathy that HATCHIMALS people felt in losing a store like Toys R” Us. I think this brought about an emotionBARBIE al response that resulted in parents buying more toys SOFT’N SLO SQUISHIES overall. The strongest growth driver in the first half came PIKMI POPS from toys priced $5.00$19.99, led by L.O.L. FUNKO POP! Surprise!, Total Marvel, Fingerlings, Hatchimals, ROBLOX and Soft’n Slo Squishies.

1 L.O.L. SURPRISE!

Sales in dolls grew by 17 percent, led by L.O.L. Surprise!, Hatchimals, and Barbie. These three toy properties alone captured more than two-thirds of the supercategory’s growth. While playset dolls and collectibles has been the star segment within dolls, The Future of Toys highlights that fashion dolls, role-play, and large dolls are expected to perform strongly starting in the second half of next year due to the expected positive effects of the November 2019 movie release of Frozen 2. A notable turnaround to positive growth since last year is primarily attribut-

TOP 10 PROPERTIES JANUARY-JUNE 2018

1 TOTAL MARVEL

NERF

STAR WARS

L.O.L. SURPRISE!

BARBIE

POKEMON

HOT WHEELS

TOTAL DC COMICS

PAW PATROL

10 LITTLE TIKES

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U.S. Toys Supercategory Performance January-June 2018 Youth Electronics Dolls Action Figures & Accessories All Other Toys Vehicles Arts & Crafts Infant/Toddler/Preschool Toys Outdoor & Sports Toys Building Sets Games/Puzzles Plush -10%

10%

20%

30%

40%

50%

Percent Change, Based on Dollar Sales

ed to the box office, as action figures and accessories sales grew by 16 percent. The supercategory was lifted by the movie release of Black Panther in February, Avengers: Infinity War in April, and Jurassic World: Fallen Kingdom at the end of June. Dinosaur and pony/unicorn-themed toys grew by 77 percent year-to-date through June, and I expect these themes will be trending this holiday season. Driving the dinosaur trend has primarily been Jurassic World, as well as Untamed by Fingerlings and other dinosaur-related products. From makeup to frappuccinos, the unicorn trend has infiltrated many industries, and toys is no exception. While dinosaur toy sales are growing at a brisker pace, pony/unicorn represents a larger portion of toy sales. Among the top 20 new items for June that are moving off shelves at the fastest rate where they are being sold, six have a dinosaur or unicorn theme. They include: Unicorn Sprinkler, Fingerlings Untamed Dino Stealth, Little Tikes Magical

Unicorn Carriage, Jurassic World Roarivores Assortment, Mega Unicorn Island Inflatable, and Jurassic World Indoraptor Rampage at Lockwood Estate.** From my point of view, the toy retail space has been bustling with activity, and this will continue through the end of this year. Existing toy retailers announced that they will dedicate more space and carry more toys this holiday season, both in-store and online. We are also seeing new store formats emerge that are more experiential, and we will have new toy retailers entering the space. The industry has shown to be proactive in compensating for the dollars Toys “R” Us has left on the table, and more. Toy companies are turning things up a notch, and we should be on the lookout for some major innovations in the toy industry, on both the retail and manufacturer level, that will bring about positive long-term effects. »

*Source: The NPD Group/ Retail Tracking Service/U.S./ January-June 2018/Adjusted Dollars **Based on data from NPD’s Store-Level Enabled Retail Tracking; required a minimum of 15 percent distribution and zero sales in June 2017 Coinciding with the National Retail Federation calendar, which includes an extra 53rd week in 2018, year-to-date dollar sales and trends have been adjusted to account for the extra week. 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 78 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.

toybook.com | SEPTEMBER/OCTOBER 2018 | THE TOY BOOK 23

2018: A YEAR OF CHANGE The Toy Industry Moves Forward Without Toys “R” Us by SEAN MCGOWAN, managing director, Liolios Group AS THE TOY INDUSTRY GOES THROUGH fall previews, it’s hard to overstate how much changed in just one year. Let’s review the impact of Toys “R” Us’ departure, and discuss some of the other factors that will affect the industry over the next 18 months. At this time last year, the industry was reeling from the fresh news that Toys “R” Us (TRU) filed for bankruptcy protection. In early September, the story broke that TRU hired lawyers to explore a bankruptcy filing, triggering fears that a filing was imminent. These fears were realized within weeks, setting off a stampede among companies trying to secure critical vendor status to bolster their prospects for getting paid for 2017 sales and be able to secure good prospects for 2018 sales. Barely six months later, the chain’s liquidation was underway, effectively inflicting the most damage on the very companies that were deemed the most critical. These companies found themselves in the position of effectively being forced to make shipments on which they

“In a year that has seen tax cuts, rising consumer confidence, a booming stock market, rising home values, and modest inflation, it’s not inconceivable that parents simply bought more because they liked the prices, but will buy even more as the holidays approach.” increasingly doubted they would collect. Now that the other shoe has fallen through the floor, everyone is forced to confront the new reality. Among the industry’s largest manufacturers, especially the publicly traded ones, there is a sense that perhaps the situation isn’t as bad as they feared. No one was happy about it, but assumptions were so dire that sales declines that were not as bad as expected were greeted with a cheer on Wall Street. Spin Master actually grew sales in the first half, and Funko didn’t even mention TRU in its second quarter earnings conference call. For smaller companies, the impact was pretty negative, and they don’t have the relief of being able to say, “Well, at least our stock price didn’t go down that much.” Some companies are scrambling to find capital, others have signaled their willingness to be

acquired, and others simply retrenched and hunkered down. We haven’t seen a massive wave of consolidation among toy makers, but sometimes it takes more than a few months to see the impact of these traumas. The NPD Group reported that industry sales grew 7 percent during the first half, but it’s hard to parse out the impact of the TRU liquidation sales. Clearly, deeply discounted prices had some positive impact on total sales, and did not merely shift sales to TRU from other retailers. But did these sales come at the expense of sales that might otherwise have come later in the year? Has the industry, in effect, pre-sold holiday gifts? One could make the case that budget-conscious parents would be inclined to take advantage of big sales and squirrel away purchases in the spring to gift later in the year. But we all know that kids often don’t

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know what they want for their holiday gifts until right before they get it. Any parent knows there is a certain amount of wishful thinking that goes into buying holiday gifts too far in advance. And in a year that has seen tax cuts, rising consumer confidence, a booming stock market, rising home values, and modest inflation, it’s not inconceivable that parents simply bought more because they liked the prices, but will buy even more as the holidays approach. What is also unclear is what exactly will be the outcome of the giant scramble to capture the sales lost by TRU. Last year, we saw retailers such as Kohl’s, JCPenney, and others grow or establish toy sections in their stores. This year, we can add Best Buy and Five Below to that list, as well as Party City, which recently opened approximately 50 Toy City pop-up stores (read more on page 34).

However, the big battles will be among the incumbent giants, Amazon, Target, and Walmart. Given the overall momentum in gaining toy share that the online leader enjoyed for years, Amazon is considered the favorite to be the biggest winner. Early in the summer, Amazon announced that it will publish a toy catalog for the first time, and published its Top 100 Holiday Toys list earlier than ever. Amazon may be the favorite, but Walmart and Target are also doing their best to gain share. Target is expanding its toy space by an unspecified amount. Walmart was more open about its plan of attack, announcing in August that it would expand its toy shelf space by 30 percent, and increase the number of toys it will sell online by 40 percent. In addition, it designated Sept. 8 as National Play Day, and conducted 2,000 toy demonstrations around the country. Who will win in all of this? It will likely be consumers and toy manufacturers. Regardless of who wins this battle, it is probably safe to assume that online toy sales will continue to grow as a percent of total sales. Toys have been sold online for more than 20 years, and such sales now comprise roughly 30 percent of total industry sales. There is no reason to think that this percentage can’t go higher, but there’s also no reason to think that brick-and-mortar sales will ever go the way of the dinosaur. WHAT’S HOT FOR HOLIDAY 2018 Speaking of dinosaurs, let’s switch topics to the subject of what’s selling well. According to NPD, six of the top 20 fastest

selling toys in June were either dinosaur- or unicorn-themed. Against the backdrop of Jurassic World: Fallen Kingdom, it’s not surprising that dinosaurs are selling well. I’m not sure what’s driving the unicorn craze, but do we ever need a reason to imagine a world with unicorns? Sales of toys tied to box office hits were pretty robust so far this year, and the outlook for the next 15 months or so is outstanding. The number of toyetic films slated for release between this fall and the end of next year is staggering. Characters from the Marvel and DC Comics universes will be on full display, and we will see multiple Disney live-action reboots, a LEGO sequel, a Transformers offshoot, Godzilla, Frozen 2, Star Wars Episode IX, and many others. Manufacturers have to be careful not to dwell too much on how good next year looks. There is still much work to be done this year, which will see the first holiday season without TRU in the U.S. in more than 60 years. In addition, a great movie slate doesn’t mean everyone will win. As we have seen in the past, sometimes a glut of movies like this can have the effect of overwhelming the consumer to the point where any single property might under-perform, but in the aggregate, it’s likely a very good set up for total industry sales next year. I will conclude by touching on two wonky warnings from the world of finance. First, the strength of the U.S. dollar this year is obviously a reflection of the great state of the U.S. economy, and that economic strength will likely serve the toy industry well. But the strong dollar will make it harder on U.S. companies relying on sales in those markets with currencies that weakened against the dollar. Net, net, it’s probably a good thing, but we expect to hear a bit of news over the coming months about how sales could have been higher if the dollar had not been so strong. Second, uncertainties over trade battles— and, specifically, tariffs—have so far not had all that much impact on the toy industry. Toys aren’t on the list of products our president deemed to be so vital to national security that they need to be protected, but that may

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According to NPD, six of the top 20 fastest selling toys in June were either dinosaur- or unicorn-themed. Top right: Rainbocorn, ZURU. Bottom left: Jurassic World Pterano-Drone, Mattel

just be because there are so few American jobs to protect. But the indirect impact of tariffs could have some negative impact if the result is higher prices on other products, or a diminishment of the strength of the economy. Trade wars are like real wars in that there is often collateral damage and unforeseen effects, even for the “winners.” And should tariffs on Chinese imports spread to toys, there is clearly nowhere enough production capacity to allow manufacturing to move quickly out of China. The factors that affect toy sales aren’t unique to toys, but that may be little consolation if the industry finds itself hampered by the effects of a trade war. »

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.

EUROMONITOR

MOMENTUM BUILDING FOR TRADITIONAL TOYS AND GAMES Traditional Toys and Games Are Set to Fully Recover in 2019

by MATTHEW HUDAK, senior analyst, Euromonitor International THE GLOBAL TOY MARKET IS TAKING A significant hit from the loss of Toys “R” Us, largely within the U.S. market. The headwinds from Toys “R” Us are further compounded by the impact of the Nintendo Switch, which will likely siphon more sales from traditional toys and games in 2018 than it did last year. However, these difficulties should begin to subside in 2019, and the traditional toy market will start to return to a more stable level of annual growth, especially as more millennials become parents.

impact on the traditional toys and games market. Parents that shopped at Toys “R” Us frequently will find a new avenue for purchasing toys. There are many options for this, including hypermarkets like Walmart or variety stores like Dollar Tree, which are typically located in the same geographic areas that Toys “R” Us serviced. However, the online channel will likely benefit with traditional toys and games through internet retailing expected to grow by 8 percent globally in constant retail value sales in 2019.

THE SHIFT TO NEW RETAILERS The loss of Toys “R” Us eliminates a unique area for kids to experiment with, which is going to have an overall negative

THE SWITCH WILL PEAK BUT ITS IMPACT WILL LINGER The Nintendo Switch was sold out for most of last year, immediately getting bought

out in most retail outlets. As such, the Switch was likely purchased by older gaming enthusiasts, not making it into the hands of many children. This is expected to change this year with the Switch restocked and child-oriented games, such as Pokémon: Let’s Go, Pikachu! and Let’s Go, Eevee!, being released in September. This means that 2018 will see the Switch siphon a great deal of sales from traditional toys and games, particularly during the holiday season when the purchase of higher priced static console items is expected. Competition between traditional toys and the Switch will likely be less intense in 2019, although the pressure from the Switch will remain for years to come as Nintendo continues to release lighter, kid-friendly titles. In addition, even as console sales for the Switch begin to fade, Microsoft and Sony could release new consoles and further push kids to move from traditional toys into gaming. THE NEXT GENERATION OF PARENTS Millennials are forming their own families, which will also help build momentum for traditional toys and games next year. Many of these families will have their first child at a much later age than previous generations, and will likely have fewer children per household overall. This will create parents that are likely more hands-on in their child’s education and more willing to invest in STEM toys or toys that have an interactive or social element to make up for having fewer siblings per household. »

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.

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TOYS ARE NO LONGER JUST FOR KIDS Without Toys “R” Us, Amazon Is Poised to Capture the Toy Market by PETE ANDREWS, director of insights, One Click Retail IT MAY COME AT THE END OF THE calendar year, but the holiday season is the start of a new year for toymakers. More than just a culmination of trends that grew and evolved during the previous 11 months, the holidays make or break the industry trends that will go on to shape the coming year. This means that toymakers need to be very thoughtful when strategizing for the holidays. The upcoming holiday season will be the first without Toys “R” Us. Though Walmart and Target are each holding their own, there’s little debate about who is

going to fill the gap. Last year, Amazon was responsible for 1 out of every 6 dollars spent on toys in the U.S., and are not hiding their ambition to target the void now left by the former “world’s biggest toy store,” even going so far as to announce the release of a print catalog in the spirit of the annual holiday catalog from Toys “R” Us. So, while we can’t know for sure where the next hit toy will come from—nobody expected the ongoing craze over L.O.L. Surprise! dolls—we can be confident that Amazon will play a part in promoting it.

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Based on last year’s sales and current year-to-date trends, we predict that Amazon’s toy sales this coming holiday season (and continuing into next year) will dominate. In particular, the standout products will include board games and card games that are not just for kids. The toy market is unique in that it’s driven by novelty and the unquantifiable feature known as fun. There is no way to accurately measure a toy’s raw “fun-ness” (though there are many theories) until it’s out in the world. Designers are constantly competing against the inevitability of

boredom, as novelty is a key ingredient in entertainment. While many other industries, such as electronics and appliances, have the luxury of moving forward in a linear fashion—product capabilities steadily advance and grow more affordable over time—toymakers constantly have to find new directions in which to innovate. This is happening in the games category, where unique and creative games have grown drastically in popularity. Last holiday season, games was the largest category in sales and the second highest growing category after dolls/girls toys (driven by the trendy L.O.L. Surprise!). Because board and card games are group activities, their popularity soars during the holidays, a time when families and friends get together and celebrate. The board games subcategory witnessed the highest growth, in part due to its ability to appeal to all age groups. Connect 4, a relatively simple and low-cost board game, is easy for anyone to set up and play. Candyland is similarly fun for the whole family, but is more complex and may require an adult to set up. The more strategic Catan (and its expansions) is very

popular among more serious board game players, while still being accessible enough for most people to participate (marketed to players ages 10 and up). The popularity of Catan and other recent adult-oriented board games, in turn, drove a resurgence in classic, family-friendly games since many of these enthusiasts now have families of their own. The card games subcategory grew

“Designers are constantly competing against the inevitability of boredom, as novelty is a key ingredient in entertainment.” nearly as rapidly as board games during the holidays last year. New, digitally native card game brands such as Cards Against Humanity and Exploding Kittens primarily drove this growth. The former, a comedic card game for adults, managed to sustain very strong popularity since its release in 2011. The latter, which is family friendly, debuted last year to great success and is

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likely to carry that success into next year with the help of new expansions (Imploding Kittens and Streaking Kittens). Similar to the board games category, the success of these new games sparked renewed interest in classics such as UNO. Toys aren’t just for kids anymore. Not only are adults buying all the toys (which was always the case), but now they’re also buying them for themselves as well as for their kids. With Amazon poised to fill a large part of the Toys “R” Us void, it’s going to play the biggest role in capturing this market, but this trend is happening across every retail channel. Next year, toymakers that are able to entertain parents as much as kids will carry the day. »

Pete Andrews is the director of insights at One Click Retail, focused on driving clients’ e-commerce business forward through data. Andrews has spent more than 8 years in retail working at both Amazon and Sears Holdings in both vendor management and analytics roles.

TALKIN’ TOYS

BRIGHT LIGHTS, Project Manager-Merchandising Raina Khumush Discusses Party City’s New Holiday Pop-Up Shops What is the strategy behind Party City’s Toy City pop-up shops? Are the shops a test for potential permanent toy locations? Party City is expanding our temporary store offerings through the expected piloting of approximately 50 new Toy City pop-up stores. We will launch the temporary Toy City sites alongside our Halloween City pop-up stores to allow for an integrated and seamless shopping and checkout experience. The creation of the Toy City concept complements our current seasonal retail strategy and is a logical extension of our brand—one that allows us to leverage our existing Halloween City pop-up store capabilities and capitalize on the category whitespace that has recently been created. This is an initial pop-up store pilot test that we can learn from and expand next year, if we feel it is appropriate and advantageous for the company to do so. What types of toys does Toy City offer? Is your merchandise fully secured through Q4 or are you still seeking products? Are you sourcing toys for 2019? Customers are able to find toys from all of the top brands and licenses—such as Hasbro, Mattel, Spin Master, and more—across different categories from action figures to dolls to games and puzzles. We are always on the lookout for opportunities to offer new and exciting product to our customers and will continue to manage our assortments throughout the Halloween and holiday season. How did you choose the locations for Toy City shops? How big are the shops? Our Toy City pop-ups sites were selected based on optimal locations and attractive leasing opportunities. The Toy City stores are approximately

Toy City flagship store, Rockaway, N.J.

4,000 square feet and opened in early September, in conjunction with the Halloween City openings. The pop-up stores will operate throughout the holiday season.

Additionally, around November we will ramp up our Toy City-specific marketing efforts to help drive consumer awareness in the holiday months. Look out for special offers in the Halloween City and Party City locations, too!

What will make Toy City pop up shops different from other toy stores? (product mix, merchandising, services, etc.) Toy City provides customers with a curated product mix of on-trend toys from the top vendors, in a unique shopping destination. By co-locating our Toy City and Halloween City pop-up stores, we are providing customers with the opportunity to shop across Halloween and toy categories all at once, in an integrated and seamless way that services their end-to-end seasonal celebration needs.

Will traditional Party City stores expand their toy offerings for holiday as well? Party City will test an expansion of our online assortment of toy offerings on partycity.com, providing customers with a broader range of toy products to choose from, while further supporting the overall Party City online experience. We will also test an expansion of our toy assortment in a select group of Party City stores in the fall.

How are you driving consumer awareness for the toy pop-up shops? One of the benefits of our co-located pop-up store strategy is the ability to leverage the in-store traffic and consumer awareness of our Halloween City sites to drive natural awareness and increased interest in the Toy City side of the pop-up store site.

What else would you like to share? We believe we have a unique opportunity to test the toy market in a strategic way through the extension of our current pop-up stores. We are very excited to be able to bring this new Toy City concept to our customers, while remaining focused on our core seasonal offerings. »

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TOY PRE VIEW 19 9 20 01 2

HEXBUG HEXBUG introduces new BattleBots,, as seen in the 2018 season of the BattleBots series on the Discovery and Science channels. These build-your-own customizable robots will be available next fall as BattleBots competitors, such as Son of Whyachi, Tank Drive, and Bite Force.

BattleBots Tank Drive

LEARNING RESOURCES Learning Resources will introduce Coding Critters,, interactive friends that help teach coding and problem-solving skills in a fun way. Kids can use the arrow buttons to build their code and program their critter to fetch a ball, chase down a puppy, or find a treat. Each pet features engaging sounds and a unique personality. Coding Critters will be available next fall in three different styles. Beaker Creatures Series 2 will launch in the spring, and Beaker Creatures Series 3 will launch next fall. Series 2 will feature 30 new collectible creatures from four new planets, and Series 3 will feature more than 30 new creatures. Kids extract the creatures from their Reactor Pods, identify them with the classification cards, and explore the different worlds using the science facts. Beaker Creatures come in individual blind boxes and include a figure in a Reactor Pod, a classification card, and a miniature poster with science facts. Beaker Creatures Whirling Wave Reactor is a new play set designed for Beaker Creatures. Kids drop their Reactor Pod into the chamber, fill it with water, and spin the lever to reveal their creatures. The Whirling Wave Reactor also doubles as a working lab station ready for hands-on experiments. The play set will be available in the spring, and comes with a Reactor Pod; an exclusive, limited-edition creature; and a science experiment guide. The Beaker Creatures Volcano Set will be available next fall. The play set includes a Reactor Pod with a surprise creature, a bonus color-changing creature, two miniature posters with science facts, and an experiment guide. Next fall, Learning Resources will introduce engineering and design sets to help kids plan and build different creations while they learn basic STEM skills. Kids can build a castle fortress with the Castle set, which comes with eight activity cards that incorporate drawbridges, flags, turrets, and a catapult. Kids can build an amusement park using the eight activity cards that incorporate features associated with real rollercoasters with the Amusement Park set. ABC Party Cupcake Toppers come in a set of six two-piece cupcakes. Kids can decorate the cupcakes with 26 alphabet and character toppers that start with each letter of the alphabet. Kids can learn the alphabet and make simple words. All toppers store inside the six cupcakes. Counting Surprise Party comes with 10 counting presents with a unique miniature toy inside. The two-piece boxes have a number on the outside and the same number of dots on the inside of the lid. Kids can match the lids to the box and the miniature by color. Kids can build animals, vehicles, and more with MathLink Cubes. This deluxe building set comes with 200 colorful cubes and an activity guide featuring more than 20 builds. The set works with existing MathLink Cubes, and promotes critical and imaginative thinking and early engineering skills. The Gears! Gears! Gears! line expands with two new products in the spring. Kids can build critical thinking and other STEM skills with the 44-piece Gears! Gears! Gears! Flight Gears set. It comes with propellers, wheels, and more. With Gears! Gears! Gears! Wrecker Gears set, kids can develop early engineering, critical thinking, and other essential STEM skills. This 47-piece set comes with pieces inspired by construction sites so kids can build bulldozers, wrecking balls, and more. All pieces work with all existing Gears! sets. With the Splish Splash Science Set, coming out next fall, kids can turn bath time into science experiment time and learn real science with bubbles, buoyancy, water flow, and more.

THE TOY BOOK | SEPTEMBER/OCTOBER 2018 | toybook.com

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SUNNY DAYS ENTERTAINMENT Sweet Pups, from Sunny Days Entertainment, are collectible puppy plush that transform from bakery treats to puppy pets. There are 12 different plush dogs to collect, suitable for kids ages 3 and up.

IMC TOYS IMC Toys launches the second wave of the Cry Babies collection, which will include three new doll characters: Fancy, Dotty, and Lady. Each doll comes with its own pacifier and cries real tears when filled with water, teaching kids nurturing skills. The dolls also come dressed in animal print onesies, each representing a different character. This wave will have a flamingo, a Dalmatian puppy, and a ladybug. The collection will be available in the fall. Additionally, IMC Toys will launch Cry Babies dolls Katie and Kristal under its De-Lux collection—exclusive dolls that will be “older” than the other dolls and will have new functional features and additional accessories. Cry Babies Magic Tears are mini Cry Babies collectibles. These minis each come with six accessories, including a baby bottle, a bib, a removable bow, a lollipop, a pacifier, and a mini chair. The collectibles can also cry realistic tears when kids fill them with water and squeeze their tummies. The collectible set will include Lala the mouse, Coney the bunny, Lea the leopard, Bonnie the bear, Lady the ladybug, and Dotty the puppy. Club Petz is a series of furry friends, each with its own interactive feature. The line consists of Blu Blu the dolphin, Martina the Turtle, Yoyo Panda, Bianca the kitty, Lucy Sing & Dance, Lola the puppy, Popomax, Mini Tickles, Betsy the bunny, Mini Walkies, Mini Catz, and Bowie the pup. Each of the different pets has an interactive feature, such as singing, dancing, barking, and responding in their special voices. Bowie the puppy expresses its happiness by responding with a wet kiss. The puppy will also wag its tail and show affection. The collection will release beginning in January and throughout the fall. Much like the Club Petz line of furry friends, Club Petz Funny features a series of lovable pets with interactive comedic antics. The line includes Funny Friends laughing monkeys; Funny Talky Parrots; Bim & Bam, the hamster and squirrel duo; and Peewee the clumsy dancing penguin. IMC Toys also introduces Bloopies, baby dolls for bath time play. When kids press their bellies, they squirt water out of their mouths and snorkel, as well as blow bubbles. There are six different characters to collect, each with its own unique swimsuit, diving fins, and snorkel. The hero of the line is Swimming Mimi, a doll with its own flamingo floatie, snorkel, and fins. Kids can place the doll in the water to watch it move its arms and squirt water out of its mouth. Each plush bunny in the Bunnies line comes with a magnetic feature so kids can hang it anywhere. Kids can join their ears, tail, or nose to hang them on a school bag, someone’s hair, or on wrists. The collection includes eight different colorful rabbits. The Play Fun line from IMC Toys will consist of various different interactive board games for a slightly older audience.

Cry Babies Katie De-Lux

THE TOY BOOK | SEPTEMBER/OCTOBER 2018 | toybook.com

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KAHOOTZ TOYS Kahootz Toys will introduce the Spirograph Plus 2-in-1 Design Set, Waterfuls Classic Handheld Game, and a line of new Colorforms brand products next year. The company also expands on its LatchKits, Fashion Plates, and StitchKits product lines with new licenses from Nickelodeon, American Greetings, Out of the Blue, and 9 Story Brands.

WINNING MOVES GAMES Winning Moves will launch new games and puzzles in January. 13 Dead End Drive is a game in which players carefully guard their identities as they make their way through the mansion in order to inherit Aunt Agatha’s money. As they roam the rooms, players must beware of the smashing statue, the crashing chandelier, or a push into the fireplace. The game features a 3-D mansion gameboard, cardboard playing pieces, 54 cards, and two dice. 13 Dead End Drive is designed for two to four players ages 8 and up. Apocalyptic Picnic is a card game in which players must fend off zombie bites with special food cards, or outfit family members with equipment to help protect from zombie attacks. The only cure for a zombie bite is Grandma’s Homemade Chicken Noodle Soup. The last player to survive wins the game. The card game is designed for two to six players ages 8 and up. Kozo is a 3-D wooden stacking game in which players take turns adding a wooden polycube and balance cube to a structure. Polycubes must stay in the confines of the structure and cannot overlap the center “chimney” area. Players score for each piece placed. Kozo is designed for kids ages 8 and up. Designed for two to four players ages 5 and up, Pretty Pretty Princess brings back the classic ‘90s dress-up game in which players try to collect a matching color necklace, bracelet, ring, and earring. The first player to collect all of his or her jewelry wins the game. Stink Bug is a game in which players choose one of the 76 leaf cards and try to make a match, while they try to avoid the Stink Bug. A Love Bug or a Butterfly helps players add to their scores. The game is designed for two to four players ages 4 and up. The Rubik’s Junior Puppy puzzle is an easy-to-grip puzzle that features three levels of play to grow with kids’ developmental skills. Designed for kids ages 4 and up, the puzzle will help prepare kids for more challenging puzzles, such as the classic Rubik’s Cube.

THE TOY BOOK | SEPTEMBER/OCTOBER 2018 | toybook.com

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BEVERLY HILLS TEDDY BEAR CO. Beverly Hills Teddy Bear Co. introduces Micro Zoo, a collection of tiny, plush animals in blind packaging. While they have quirky or silly faces, each one is a real animal kids can find in a zoo. Each Micro Zoo character comes with an information booklet with fun facts about the animal and a collector’s guide. Squeezamals are squishy, scented, slow-rise foam plush characters. New series will expand the collection, including desserts, marshmallows, and more. Both plush lines will be available in the spring.

YULU Yulu introduces Double Juggle, a new spin on the traditional paddle ball game. Using unique bounce technology, kids can challenge themselves or their friends with different trick play and skill-based challenges. Available in the spring, the game includes a double-sided paddle and a soft rubber ball.

Micro Zoo

WILD & WOLF Wild & Wolf expands its Ridley’s Games line. In the color-matching card game Nope!, the last player with cards in his or her hand is the winner. Players take turns discarding cards that match the top card in the center, and they can also protect their cards and strategically knock out other players using action cards. Playtime is about 20 minutes, and the game is designed for kids ages 6 and up. Peach Snaps is a fruit-themed take on Snap, packaged in a novelty peach case. Players snap down the cards from their hands onto the center piles each time they have a match by color, symbol, or number in a race to get rid of their cards the fastest. The game also includes action cards such as “freeze,” “clear hand,” and “add a stack.” Gameplay takes about five minutes, and the game is designed for kids ages 6 and up. The 500-piece Gin Lover’s Jigsaw Puzzle depicts a collection of gins, botanicals, spices, and cocktails from around the world. The puzzle comes packaged in an illustrated tube box and includes a poster. The puzzle measures 19.7 inches by 12.8 inches when it’s assembled. The Gin Rummy Playing Cards are illustrated with gin-themed botanicals and come packaged in a gin bottle-shaped tin. The cards include directions for gin rummy, but can be used for any card game. The 100 Cheesy Jokes pack has 100 jokes printed onto fake cheese slices, packaged in a novelty cheese slice. The Famous Women Quiz is the newest addition to the Games Room Trivia collection. Packaged in purple and white, the colors historically used by suffragette movements, the quiz features 140 questions about famous women from around the world. The bright red, novelty Underpants Kite includes an underpants-shaped kite, a blue carry bag, and instructions.

THE TOY BOOK | SEPTEMBER/OCTOBER 2018 | toybook.com

TOY PRE VIEW 2019

CUDDLE BARN Octavius the Storytelling Owl, from Cuddle Barn, recites five classic fairytales. His eyes light up as he recites the stories, and his feet have pause and play buttons to help kids pause or skip to the next story. Each story ends with a critical thinking question from Octavius about the story. The back of Octavius’ book lists the fairytales in this order: Hansel and Gretel, Jack and the Beanstalk, Rapunzel, The Ugly Duckling, and Sleeping Beauty. The plush will be available in the spring.

GEORGE & CO. George & Co. LLC’s LCR Left Center Right dice game is going big. The BIG LCR Left Center Right dice are made of high-quality EVA foam, making them safe for any surface, and the larger chips are made of durable plastic. The game is made for players ages 5 and up and can be played indoors or outside.

DYNACRAFT Dynacraft introduces the 18-inch Hot Wheels bike with turbospoke, a bicycle exhaust system that makes this bike look and sound like a real motorbike. Featuring authentic Hot Wheels graphics and silver accents with a high gloss finish, this custom bike features a sturdy steel BMX frame and all-terrain tires to help young riders race through a variety of road conditions. The bike also features a rear coaster brake and a front caliper brake to provide safe stops, as well as an adjustable seat post. The Ozone 500 Mysterious 18-inch Bike is a BMX bike that features a durable steel frame and vibrant floral logos. It has a rear foot brake and front caliper brakes to give the rider improved control over the bike. It also features single-speed gearing and plastic pedals that will provide kids with enough power to ride on flat surfaces and small hills; steel BMX handlebars to provide enhanced steering capability; and a decorative padded seat for comfort. Complete with sparkling streamers and graphic heart designs, the Sweetheart Bike features a sturdy steel frame and removable, adjustable training wheels so the bike can grow as kids progress their riding skills. Equipped with a 7-speed setup, kids can adjust the Ozone 500 Ultra Shock 20inch Bike for any terrain. This full suspension mountain bike frame features front and rear v-brakes. The 20-inch Ozone 500 Majestic Bike is metallic with a padded seat and custom geometric graphics, a comfortable handlebar grip, shimmery streamers, and a removable handlebar bag. It also features a front caliper brake. The 20-inch Dynacraft Blade Bike features a sleek design and a freestyle frame. It is equipped with a freestyle rotary handlebar and front and back pegs. All of the bikes above are designed for kids ages 6 and up. Made for kids ages 13 and up, the matte black 24-inch Ozone 500 Ultra Shock Bike features an adjustable padded seat, black tires, and a front caliper brake. Ozone 500 Ultra Shock 20-inch Bike

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ODYSSEY TOYS New from Odyssey Toys, Vortex: The Multiplayer Drone is a hands-free drone ideal for beginners. Kids can take off and hover with the push of a button, and then fly and control the drone with the palm of their hand. Collision protection allows for worry-free riding for the whole family. Vortex: The Multiplayer Drone will be available in the spring.

MADAME ALEXANDER Part of the Newborn Nursery Line, Madame Alexander’s Newborn Nursery Beautiful Baby Doll features rooted hair, lifelike eyes, and a cuddly weighted body. The Asian baby doll comes dressed in a soft sleeper and hat with a hospital wristband and an adoption certificate. Updated for next year in a fresh mint green sleeper and packed in the classic Madame Alexander shoebox, the Mint Check Huggums Doll is a cloth-bodied doll with a soft vinyl head.

Newborn Nursery Beautiful Baby Doll

SCHLEICH Schleich introduces new figures and play sets in its Farm World, Horse Club, and Bayala ranges. Launching in January in the Farm World line, Walk with Labrador Retriever includes a yellow Labrador retriever, its owner, and a lead. Shiba Inu Mother & Puppy includes the mother and her puppy, a bed, and a bone. Puppy Pen comes with three puppies, a teddy bear, a bed, a blanket, a bowl, a dog house, and fencing. In April, Pony Agility Race will be available. This set includes a Welsh Pony Mare, a figure, a jumping obstacle, a flag, a fire element, a rod, a podium, and a trophy. The Pony Agility Training set includes a classic pony, Shetland Pony Mare, a seesaw, a cone, a rod, a balloon, a base, a tree trunk, an archway, a pennant, a crossbar, a moving curtain, a bridle, a lead string, an arc and base entrance gate, posts, and paddock gates and fences. The Pony Slalom includes a wild horse and a jumping element. The Pony Curtain Obstacle includes a Shetland Pony Mare and a moving curtain. Launching in July, the Horse Stable comes with a building, a farmer, a shire mare, a shire stallion, a duckling, a rider, a mouse, a kitten, and a wheelbarrow. Doctor’s Visit to Mare and Foal features a special painted mare and her foal, a vet, a first aid kit, a bandage, a feed bottle, a stethoscope, a bucket, apples, and a mini pig. Schleich expands its Horse Club line with Hannah’s Guest Horses with Puppy Pen Ruby the Dog. This set includes a mare and her foal, fencing, a plant, a bird, a dog, a feed bowl, a bone, a bandana, a dog house, and a lead. It will be available in March. Schleich will add Treasure Island with Dragon Mum & Baby to the Bayala line in July. The set features an island that comes with two palm trees, water with mermaid shadow, a treasure box, and a dragon mother with her baby. Sera’s Magical Fairy Boat comes with a sailboat, a dingy, and Bayala’s Sera Fairy and Sea Unicorn Foal.

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MAGFORMERS Magformers introduces the Sky Track 64-piece set to the mass market next year. Kids can imagine, create, and build twists, turns, and seesaws with the included pieces. The included shuttle can also ride off the track with the sky-car. On the track, the shuttle can make a 360-degree spin, climb the lift elevator, pass over the seesaw, and drive into the sky-car to ride on the ground. Each geometric shape contains magnets that never reject, so each piece will always click to each other. There are four geometric shapes in the set, which are all compatible with other Magformers shapes and accessories. When playtime is over, the magnets can stack on top of each other for storage.

FLYCATCHER The smART sketcher Projector, from Flycatcher, helps to promote artistic ability, fine motor development, and STEAM skills. Made for kids ages 5 and up, smART sketcher Projector transforms photos taken from a smart device into a sketch. Then, the smART sketcher app filters and transfers the photos via Bluetooth to the projector. Users will instantly see their desired image projected onto paper. The smART sketcher Projector also comes with pre-loaded micro SD cards filled with activities, including step-by-step drawings, learn-to-write letters and numbers, early spelling skills, and more. Additional SD cards can be purchased separately.

SUPER IMPULSE Super Impulse’s Breakfast Monsters! is a new line of plush characters from toy designer Heidi Kenney. The nine mystery plush characters are cute breakfast foods with a spooky twist. Styles include Spider Sausage, Vampire Egg, Muffin Mummy, Banshee Bagel, and more. Barbie Fashion Doll Pens are pens with hair for kids to brush and style. Kids can use the pens for traditional doll play as well as for writing. Designed for kids ages 4 and up, each pen comes with a base and is available in June, Maya, and Millie styles. The World’s Coolest line expands to include retro toys and electronics in miniature form. The purseshaped Barbie Dress Up Key Chain opens up into a dress-up wardrobe with vinyl cling clothes and the Barbie Tote Bag/Notebook Key Chain includes a mini mirror, a pen, and paper. The Hot Wheels Blind Box includes one die-cast World’s Smallest Hot Wheels car stored in a reproduction 1968 original package display case key chain. All cars have working wheels and the series includes ultra-rare, 50th Anniversary designs. There are 15 cars to collect, designed for kids ages 8 and up. The World’s Smallest line will also include new miniature versions of two classic games. Crocodile Dentist is a game in which players take turns pressing on the crocodile’s teeth. The player who touches the crocodile’s randomly placed sore tooth gets chomped, and the last player to be chomped wins the game. This smaller version is designed for kids ages 4 and up and has no assembly required. Tiny Arcade Tetris is the newest addition to the Tiny Arcade collection. In the classic puzzle game, seven types of blocks fall from above and players must arrange them to make horizontal rows of bricks. This version’s screen is less than 1.5 inches, and the overall cabinet is 4 inches by 2 inches. The game is designed for players ages 8 and up. Breakfast Monsters!

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COBI COBI introduces a new line of construction block sets based on the animated series Super Wings, which follows a friendly plane named Jett as he flies around the world delivering packages and helping the people he meets. At each destination, he learns about the area’s culture and landmarks while he helps his new friends work out their troubles. When a task calls for more hands on deck, his aircraft friends join him, all of whom can transform into robots to help. The new line of construction toys will be available in January and will feature sets ranging from 60 pieces up to 183 pieces.

RELEVANT PLAY Relevant Play adds to its Mad Mattr molding compound line with the addition of new products and colors, including yellow, orange, black, and white. Mad Mattr Dark and Anti-Mattr Quantum Pods are twoounce pods of super-soft building dough that kid can collect. Mad Mattr Meteor Monsters Series Two look like rocky meteors on the outside, but feature hidden intergalactic creatures on the inside. Kids can fill the meteor with a mystery color of genuine Mad Mattr and watch as a monster emerges. Once it’s out, kids can watch it break it over and over again and challenge their friends to do the same. Series one and series two each feature eight new monsters for kids to collect, and will be available this October and next spring, respectively. Series three will follow in the fall.

EDUCATIONAL INSIGHTS Playfoam Pals—Fantasy Friends are pods of foam with mysterious and fantastic collectibles inside. Kids can open to reveal a surprise collectible, and then build and play with the included Playfoam. Artie is a coding and drawing robot that puts kids in control. Kids can use easy drag and drop programming on a Mac, PC, or tablet to tell Artie what to do next. Kids can learn left-brain skills, such as basic programming, geometry, and math, while engaging with the right side of the brain to create colorful designs. Zoomigos are a line of characters, vehicles, and play sets designed for kids ages 3 and up. To play, kids can pump the Zoomigo, put it into the Zoomer vehicle, and watch it go. With the new Design & Drill Tech BugBot,, kids can use fine motor and early engineering skills to assemble their own bug using a kid-safe screwdriver and colorful bolts. The set encourages STEM-based learning. Kidnoculars Extreme are all-in-one binoculars that sport focus-free vision and head set-free audio amplification, encouraging kids to use both sight and sound as they explore the world. Ideal for toddlers, Bright Basics Slide & Splash Seals include two cute seals on wheels and a slippery slide with suction attachments. Kids can build the slide and then slide down, or launch the seal into the water and try to hit the target pad. Kanoodle Gravity is a set of brain-bending puzzles with two modes of gameplay. Kids can play solo, or challenge a friend by taking turns placing pieces into the vertical puzzle board. If a piece doesn’t fit, players lose the round.

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TASTEMAKERS Tastemakers adds to its line of nostalgic arcade cabinets with Arcade1Up Pacman and Arcade1Up Galaga. Kids can outrun ghosts and collect Pac-Dots while navigating Pac-Man through his maze in a game of PacMan,, or use maneuvers and well-timed shots to take down aliens and score as many points as possible in Galaga. Available in January, both cabinets feature original gameplay, artwork, and joystick configuration. For adults, risers are available for elevated gameplay.

Looney Tunes Mash’ems

BASIC FUN! Basic Fun! expands its line of Mash’ems to include Looney Tunes and Scooby Doo characters. Kids can mash, twist, and stretch these soft, water-filled collectibles. The six new characters in each series will be available in the spring. Basic Fun! also introduces a line of battling robot figures, vehicles, and play sets based on the new Netflix Original animated series, Robozuna, which will debut this fall. The robust product line highlights all of the Combatabots from the series, and each toy includes unique action features that match the characters’ individual battle moves. YouTube star Ali A is also integrated into the toys. Not only will he be part of the video and influencer content, but he is the voice of Clunk, one of the Combatabots.

BONKERS TOYS Bonkers Toys adds to its Ryan’s World line of toys based on the popular Ryan ToysReview YouTube channel. There will be new assortments in the spring and fall. Ryan ToysReview is the most popular kids’ and family channel on YouTube, boasting more than 20 billion video views, and more than 16 million subscribers. No two Giant Mystery Eggs are the same. Each egg is filled with surprises, including an exclusive lights and sounds vehicle, ultra-rare figures, special slime and putty, a limited-edition squishy, plush, and more. New versions of the egg will come out each season. Kids can collect their own mystery figures based on characters in Ryan’s videos with Mystery Blind Bag Figures. There are 12 figures in the first assortment—each with its own accessory—including rare and ultra-rare versions. Featured in blind capsules, Mystery Goo combines goo with a blind unboxing experience. There are seven different colors in the first assortment, including Nasty Neon, Icky Indigo, the rare Grody Gold, and more. Ryan’s World Mystery Putty features seven different cosmic colors, all in blind eggs. Colors include Shiny Silver, Glitter Gold, and the very rare Molten Orange. Based on Ryan’s most popular videos, the Mystery Squishy assortment includes Red Titan, Gus the Gummy Gator, Scientist Ryan, the rare Combo Panda, and more. Each squishy comes in a blind capsule. Ryan’s World 2 Pack Figures are packaged so one is seen and one is a surprise. Kids can unbox the ultra-rare Dark Titan not available anywhere else. Kids can race to the finish line with pull-back vehicles. The Ryan’s Racers 2 Pack features a variety of two-pack combinations, including race cars, emergency vehicles, and rocket ships. Medium Size Vehicles with Figure have four vehicles for kids to choose from, including Ryan’s Rocket Ship, Race Rod, Sky Fighter, and the Patrol Car. Each vehicle features pull-back action and a removable figure to collect. The Electronic Dinosaur is a soft plush that makes dinosaur sounds. Kids can choose from T. rex or Triceratops versions. All of the items are made for kids ages 3 and up.

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SMART TOYS AND GAMES

MINDWARE MindWare introduces Putty Scents,, a new line of soft and pliable putty that contains unique colors and scents. The line includes different assortments, such as Cucumber Melon, Lavender Dreams, Water Lily, Cotton Candy, Mint Chocolate Chip, Vanilla Cake, Bunch of Bananas, Juicy Pineapple, and Sliced Kiwi. With Putty Scents MashUps, kids can combine two putty scents into one classic combination. Kids can enjoy the scent and custom color of each putty on its own, but after they mix them they will also discover a unique smell. The line is available in different assortments, including Peanut Butter and Jelly, S’mores, and Buttered Popcorn.

SmartGames GoldMine, from Smart Toys and Games, is a magnetic travel game that challenges players to place three ladder puzzle pieces on a game board so that a miner can go up and down to reach the treasure. The game includes 48 challenges ranging from easy to expert. Kids can build a tractor-trailer and take their horses for trips Set. The 22around the farm with the SmartMax My First Tractor Set piece set is a safe introduction to magnetism for little hands. Tackle all terrain with the GeoSmart Ski Patrol, Patrol a 31-piece geomagnetic construction kit in which kids build a variety of different vehicles. The kit includes special track wheels that work on the floor, carpet, and other surfaces, as well as more powerful motors and rechargeable batteries.

UNIVERSITY GAMES University Games introduces Party Pictures,, a party game designed for players ages 18 and up. Players compete to match caption cards with suggestive or mature images, with points awarded to the funniest pairs. Bigger Is Better,, the game where size matters, challenges players to organize items in the right order, while Don’t Drink and Draw introduces choice liquids to the traditional drawing game. University Games expands its family game line with Are You Dumber Than a Box of Rocks?, Rocks?, a trivia game for players ages 12 and up that pits humans against rocks. In Pillow Fight,, up to six players race to discover matching pillow card pairs, and then pass them to opponents in an effort to knock them out of the competition. Spinner Dominoes—Front Porch Classics Edition is now available in a sturdy wooden box ideal for gift-giving across all generations. Designed for players ages 8 and up, BePuzzled introduces Dyad Twist, a brain teaser that features a patented two-piece polyhedral puzzle that players can manipulate into more than 30 different geometrical designs. Briarpatch’s new World of Eric Carle Card Game series expands with Animal Rummy, Alphabet Go Fish, and The Very Hungry Caterpillar Card Game.. Each game combines early learning concepts with familiar art from Eric Carle.

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Playmobil Zoo

PLAYMOBIL Kids can take a trip to the zoo with the Playmobil Zoo. Toddlers can swing monkeys from the tree, send penguins down the slide, or find a shady resting place in one of two caves inside the rock. The set features a colorful design and rounded pieces, including an assortment of animals, zookeepers, fences, and other accessories. Playmobilâ&#x20AC;&#x2122;s Mars Space Station is equipped with a variety of tools, food supplies, space crystals, and more so kids can use the functioning lights beneath the central hub to guide their astronaut figures back to the base. Additional sound effects such as space noises and jet propulsion work in tandem with alarm lights to ward off unknown beings. Once inside the station, kids can choose to enter the central command space, or choose one of the four modules, which feature sleeping compartments, docking stations, and a lab for analyzing space samples.

ZING Zing Toys will expand its Glove-A-Bubbles line with new bubble products next year. Glove-A-Bubbles lets kids create bubbles by waving their hand. Kids remove the bubble pouch from the glove and pour one of the two bubble solutions into the pouch. Then, dip the glove into the bubble pouch and wave the glove back and forth to create bubbles. Glove-ABubbles comes with one glove and two packs of bubble solution, and the pouch is resealable and reusable. Designed for kids ages 3 and up, new assortments will launch next spring, including cheetah, parrot, fox, penguin, and four different colored monsters. Wave-A-Bubble features a super-sized glove that is double the size of Glove-A-Bubbles. They are available in two-packs in two character themes: mermaid and dino. Designed for kids ages 3 and up, Wave-A-Bubbles will launch next spring. Kids can use Big-A-Bubbles to create large bubbles. Pour one of the two bubble solutions into the pouch, dip the glove, and then open the mouth of the glove to watch big bubbles form with the cloth string. The pouch is also resealable and reusable. Big-A-Bubbles is available in six different character themes: lion, crocodile, pirate, shark, duck, and bear. Designed for kids ages 3 and up, Big-A-Bubbles will be available next spring. With more than 360 million views on YouTube, Stikbot continues to turn kids into stop-motion moviemakers. Stikbots are easy-to-pose figures with suction cup hands and feet that kids can stick to almost any flat surface. With the free Stikbot Studio app, available on iOS and Android, kids can snap individual photos and stitch them together into a film, complete with built-in music and sound effects. Users can share their creations using #Stikbot and see what others are making all over the world. New styles will be available in the spring. Zing also expands the Stikbot Action Pack Accessory line. Each of the four unique Action Packs include a Stikbot figure and an ultimate variety of themed role-play clip-on accessories, allowing users to introduce cool new characters and personalities into their stop-motion film. The Stikbot Action Packs include space, dino, castle, and safari accessories. Stikbots

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LOONEY LABS Get the MacGuffin, from Looney Labs, challenges players to make clever use of a limited hand of cards ranging from ridiculously powerful to just ridiculous. A calculated risk might gain players the coveted MacGuffin, but players must hold it until the last card is played. Made for kids ages 8 and up, each round lasts from five to 10 minutes. Known for her spirited, witty, and whimsical calendar and greeting card illustrations, Mary Engelbreit’s artwork brightens the cards of the latest version of Loonacy.. This version features some of Engelbreit’s most beloved works in a fast-paced matching game, made for kids ages 8 and up. Players can use this versatile deck of cards to play several traditional games as well, including Rummy, Solitaire, and Go Fish.

THAMES & KOSMOS With Robotics Smart Machines Tracks and Treads, Treads, a new STEM kit from Thames and Kosmos, kids can build eight motorized machines controlled by programs and an ultrasound sensor. Kids code the programs using a free app on a smartphone or tablet, which connects to the robots via Bluetooth. They can also program the robots to behave based on feedback coming from the ultrasound sensor, which works on the same principal as sonar. Some of the robot models include obstacle courses, a conveyor belt, a tundra explorer, and a bulldozer. After learning how the technology works, kids can construct and program their own unique robot using the 197 building pieces included in the kit. The kit is designed for kids ages 8 to 14.

NKOK With the anticipated release of the newest Sonic the Hedgehog video game, NKOK introduces new full-function R/C vehicles with turbo boost and working lights. Sonic and Shadow characters will be available in the fall, and both will feature 2.4Ghz for long-range action and multiplayer racing. The new Ford Raptor and Jeep Wrangler will now feature the same action camera mount technology as the Rampage Rock Crawler. Both vehicles will also be upgraded with high-definition Realtree camouflage. NKOK also introduces two new Stunt Twisters. The Tornado Twister is a double-sided stunt vehicle with two independently controlled axles. The axles are attached to the center of the vehicle, which rotate parallel to the chassis, allowing for stunts. It also features bouncy tires with a good grip. The Hurricane R/C is a larger version that comes with a rechargeable lithium battery pack and all necessary batteries to be ready to go. NKOK’s Wow Tech line expands with four new robots. Battle Titans is a two-player radiocontrolled robot battle game. Kids can strike the button on the center of their opponent’s chest to pop the head off of the robot. The wheels and torso move Sonic R/C Turbo independently for multiple rotation speeds. One player gets a shield and the other gets an arm extender. The robots feature lights, sounds, and a taunt mode. The Robo Rover’s head rotates in two directions and has blinking eyes. It also features a programmable mode in which kids can program multiple consecutive actions with easy playback. There are four unique dance modes to choose from with four songs. It also has blasters on its back that light up with sound effects, with 20 functions in total.

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BIG G CREATIVE Squeezamals Freeze ‘n Squeeze game, from Big G Creative, is a twist on the classic game of hot potato. Players take turns making a yummy treat for their Squeezamal to enjoy, and the player caught holding the plush when it’s time to eat must pay for the treat. Each game includes an exclusive Squeezamal. The game is designed for kids ages 6 and up, and works for groups of any size.

RADZ

Radz launches Foamz, a set of collectible, squishy foam toys. Each Foamz comes in a blind bag with a 0.7-ounce pack of Radz candy, a poster, and a collector’s booklet. The Foamz characters will be available in Paw Patrol, Pikmi Pops, Smooshy Mushy, and DC Comics collections next year.

AMAV TOYS With EZee Beads, from AMAV Toys, kids can design and create their own unique structures, such as flowers, stems, pillars, and more. These beads do not require ironing, but rather stick together when sprayed with tap water so kids can build up structures. Kits come in a variety of themes and box sizes with different amounts of beads and bead sizes. AMAV Toys also expands its On the Go Trucks assortment with the Ice Cream Truck. Kids can pour their favorite ice cream ingredients into the truck and then watch it roll along and play classic ice cream truck music as the treat is prepared. When the truck stops, the ice cream treat is ready for kids to enjoy. The OoZeeGo Truck makes slime in two minutes using powder and water. Once the battery-operated truck concludes its preparation, kids can play with the ooey, gooey slime. The Concrete Truck takes a couple of minutes to prepare and mix concrete using Paris powder and water. Kids can mix the plaster, pour it into the mold to dry, and then construct buildings and structures. Kids can make their own themed bath bombs with the new Bath Bomb kits, which come with ingredients such as baking soda and glycerin. The colorful bath bomb will dissolve and reveal a surprise when kids place them in water. Designed for kids ages 4 and up, the kits come in a variety of themes, including ducks, dinosaurs, dolphins, and more. Kids can create their own low sugar edible candy, made with fondant, with the Candy Factory. The kit comes with miniature shaped molds in a variety of different themes, including fast food, bakery, coffee shop, unicorn, and more. The candy air dries, and doesn’t require an oven. Glowpads is an LED light-up, battery-operated drawing pad that can also be used as a night-light. The art kit comes in seven different themes such as spiro-art, stencil, unicorn, llama, photo doodle, flamingo, and giant, and includes two special markers with which kids can doodle. The unicorn product line includes craft unicorn-based projects for kids to decorate, such as a vinyl piggy bank, a glow pad, rock painting, sand art, a reversible sequin purse, ooZeeGoo slime, and glitter domes. All of the new items from AMAV Toys will be available in the spring.

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WILD REPUBLIC Wild Republic’s Bucket Sets lineup expands to include fairy, pirate, shark, snake, and unicorn play sets. Each reusable plastic bucket includes themed foil-print art designs, figurines, accessories, and a transparent locking lid for secure travel. All varieties will also be available in a new mini size for increased portability.

HOG WILD Pop and Pass, from Hog Wild, is a foam ball blaster game that comes with two Lacrosse-styled “passers.” Kids load a foam ball in the passer, pull back the handle, and release to blast the ball more than 20 feet. Then, either they or a second player tries to catch the ball using the other passer.

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RUBIE’S COSTUME CO. Rubies Costume Co. expands its Imagine by Rubie’s Children’s dress-up line with costumes from Avengers: Infinity War, Solo: A Star Wars Story, and DC Warner Bros. The Deluxe Black Panther and Iron Man Costume Sets from the Avengers: Infinity War Collection feature a printed shirt with polyfill muscles and a molded mask for role-play and are packaged and displayed in a window box for year-round play and display. Han Solo, Lando Calrissian, and Chewbacca Costume Sets from Solo: A Star Wars Story are packaged and displayed in a window box for year-round play and display. From DC Warner Bros., the Deluxe Batman Costume Set includes a foam back-stitched costume top with gauntlet that flips open to reveal two hidden EVA foam Batarangs, cape, and molded mask, while the Deluxe Wonder Woman Dress-Up Set features a dress, tiara, lasso, and two gauntlets.

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RAVENSBURGER In celebration of Mickey Mouse’s 90th year, Ravensburger introduces Mickey Through the Years, a 40,320-piece puzzle designed for kids ages 14 and up. The puzzle measures approximately 22.5 feet by 6.5 feet and shows highlights of Mickey’s career from each of his nine decades. The 3-D Solar System activity set lets kids build the solar system with numbered 3-D puzzle pieces. Once they construct the planets, kids can create a mobile or arrange the planets on a shelf. The set also includes an informational poster and is designed for kids ages 10 and up. Brio, a subsidiary of Ravensburger, introduces the Brio Pinball Game. Designed for kids ages 6 and up, the game helps improve balance, patience, and dexterity. Brio’s My Home Town Garbage Truck lets kids learn about collecting and sorting waste. The wooden truck makes noise, lights up, and includes a sanitation worker and accessories. The set is designed for kids ages 18 months and up. Kids can put their styling skills to the test with Fancy Nancy Find Your Fancy, a guessing game from Ravensburger subsidiary Wonder Forge. In this game, two to four players use deduction skills to figure out which dress, shirt, pants, hat, or shoes Nancy wants to wear. The player who collects the most ribbons wins the game.

NECA NECA’s Golden Girls clothed action figure collection includes Dorothy, Rose, Blanche, and Sophia. Each figure is approximately 8 inches tall and dressed in fabric clothing. The Karate Kid action figure collection includes Daniel, Mr. Miyagi, and Johnny in his skeleton costume. Each 8-inch figure comes with accessories and fabric clothing. The Ace Ventura: Pet Detective action figure is 8 inches tall and comes with accessories, including swappable heads and various animals. All three figure sets will release early next year.

BRAINY YAK LABS Kids can design, build, and decorate a party lamp with two new Party Lamp Kits, from Brainy Yak Labs. As kids assemble the plastic lamp and connect the simple circuit with LED lights, circuit boards, and a microcontroller, they get a first-hand look at how products are made. Kids can construct the lamp in about 30 minutes, and then decorate with the included erasable markers and reusable stickers. The Party Lamp shines 10 light shows across a room. The Deluxe 3-in-1 Party Lamp Kit includes everything in the original kit, plus a sparkle shade, 70 hanging decorations, a mood shade, 100 more stickers, and three additional marker options.

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SOPHIA’S Sophia’s introduces the Everyday Friends doll collection, including Chloe, Miley, Hailey, and Brooklyn. The 18-inch all-vinyl dolls come in four different hair colors with two different skin tones. They all have rooted hair, realistic lashed eyes, moveable arms and legs, and French-tipped nails. The dolls come in colored dresses, but can also wear clothes from other Sophia’s outfit collections, including 18-inch doll clothes and 15-inch doll shoes. The dolls are designed for kids ages 5 and up.

ANN WILLIAMS GROUP Ann Williams Group’s Magical Wizard Adventure storybook set features seven wizard-themed activities so kids can explore a hands-on story of magic and wizardry. Suitable for kids ages 5 to 10, the adventure kit comes with projects to complete the story. The Magical Fairy Adventure set includes seven fairy-themed activities. Kids can decorate their own enchanted fairy house and interact with six fairies as they journey to become a Fairy Friend. Designed for kids ages 5 to 10, the fairy abode also doubles as the setting for other activities that correspond to the story. Kids can take a trip around the world and through time with Time Travel Treasure, and learn about influential moments in history, iconic figures, and interesting facts. Kids will search for seven hidden treasures from clues they find in the high-tech treasure portal. Ideal for kids ages 8 and up, the set comes with a journal to note historical lessons and treasures and a map to guide kids as they begin.

SAKAR Sakar continues to expand its lineup of licensed wheeled goods with the addition of Crayola licensed products, Barbie licensed products, and Hot Wheels licensed products. New items include scooters, helmets, rollerblades, bikes, and wagons, and will be available in the spring. The Hot Wheels wheeled goods line includes a Hot Wheels 3-D Molded Scooter in the shape of a Hot Wheels original. The Barbie wheeled goods line includes a Three-Wheeled Barbie Convertible 3-D Scooter, which mirrors Barbie’s iconic ride. The Barbie rollerskates have adjustable straps to fit most little feet, as well as a set of kneepads for extra protection. The Crayola Three-Wheeled Scooter has an attachment that fits up to five sticks of Crayola sidewalk chalk. The chalk runs along the ground while the scooter moves to create designs as kids ride. The helmets are covered in chalkboard paint, allowing kids to design a new helmet every time they wear it. Sakar will also launch a new line of UglyDolls youth electronics with licensor STX Entertainment, which will include molded headphones, speakers, mobile accessories, walkie-talkies, karaoke machines, and more. The line will also showcase new home décor products, such as molded string lights, night-light clocks, and stick-on touch lights. UglyDolls products will shop to retail in time for the May 10, 2019 release of the UglyDolls movie.

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TOY PRE VIEW 2019

IDENTITY GAMES In Slapstick, a young adult party game from Identity Games, players get slapped with a 24inch rotating Slap Stick. The “Would You Rather?”-style game includes 1,000 Slapstick challenges and will be available in March. An upcoming collection of Sesame Street 50th Anniversary games will celebrate the classic children’s program, while promoting education and early learning.

GREEN TOYS Drive up, fill up, fix up, and take off with the Green Toys Parking Garage. This multi-level play space encourages motor skill development, cause-and-effect reasoning, and imaginative, narrative play. The set includes a mini helicopter and two mini vehicles and features a drive-through station, a ramp, an elevator, and a helipad. The parking garage is scaled to work with the Green Toys Ferry Boat and Car Carrier. The set is designed for kids ages 3 and up and will be available in the spring.

PHOENIX INTERNATIONAL PUBLICATIONS The Disney My First Smart Pad Library, from Pheonix Interational Publications, includes a double-sided, 81-button activity pad as well as eight illustrated, interactive storybooks featuring favorite Disney characters. While kids read and explore the alphabet, numbers, and animals, they can press quiz buttons that reinforce the concepts in the books. Flip over the Smart Pad, and the stories come alive with exciting sounds and sing-along songs. The Disney My First Smart Pad Library will be available in February. The Peppa Pig Me Reader Jr. Library features a 13-button electronic reader and eight illustrated board books filled with rhyming stories and songs. At the touch of a button, each page is read aloud with narration, sounds, and songs from the TV show. Each page includes a bonus look-and-find activity. This set will be available in January. Available in May, the Toy Story 4 Mini Deluxe Custom Frame Book features 13 buttons that accompany the illustrated pages with sounds inspired by the movie. Kids can enhance reading comprehension and build concentration by matching printed words to the pictures and sounds.

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TOY PRE VIEW 2019

MASTERPIECES Partnering with Warner Bros. Consumer Products on behalf of DC Entertainment, MasterPieces introduces a series of DC Batman 3D Puzzle Crafts. There are four different craft kits, and each includes the wood, paint, glue, and other materials needed to build various vehicles from Batman’s world. The Batmobile Wood Craft Mini Kit creates one mini Batmobile; the Batman Vehicles Wood Craft Mini Kit creates a mini Batmobile and a mini Batwing; the Batmobile Wood Craft Classic Kit creates a Batmobile; and the Batman Vehicles Wood Craft Collection creates a Batmobile, a Batwing, and a Batcycle.

TCG TCG introduces a line of products featuring The Wiggles, set for release next fall. The line includes a Jumbo Megamat play surface that measures 61 inches by 47 inches and comes with two character vehicles. There is also a Jigsaw Puzzle Three-Pack, a 36-piece Floor Puzzle, and various board games. All products feature the entire cast of The Wiggles and are designed for kids ages 3 and up. TCG will also expand its product line with a new assortment of Gelli Mats with neutral color palettes and contemporary patterns. Gelli Mat Tiles will feature six soft interlocking tiles and will provide floor protection for playtime, naptime, and more. The surface is hypoallergenic, water resistant, and wipes clean.

GOLIATH With BoomTrix, from Goliath, kids can design their own trampoline course, obstacle course, and practice original ball tricks. The set includes mini trampolines, obstacles, and launch pads to create tricks and spins. Designed for kids ages 8 and up and launching next fall, BoomTrix teaches kids STEM skills to estimate distance and practice physics. Also debuting next fall, Gator Golf brings back the ‘90s mini-golf game. Kids can putt the golf ball into the alligator’s mouth, and the motorized mouth will shut, fling the ball out, and spin, creating a new challenge for the next player. Gator Golf is ideal for kids ages 4 and up and can be played indoors and outside. Kids can help SpongeBob prepare Krabby Patties with SpongeBob SquarePants: Krabby Patty Mania, as players take turns deciding how many patties can be stuffed in SpongeBob’s pants. Be careful: Kids won’t know when the patties will explode from inside the pants. This game is designed for two to four players ages 4 and up. Playdate in a Box, arriving next fall, comes equipped with a box full of costumes and activities suited for two children’s imaginative play. Each box comes with a different theme and includes a craft project and a varying assortment of costumes. Playdate in a Box is designed for kids ages 4 and up. In Dragon’s Dinner, kids can stealthily reach into the dragon’s stomach to steal his dinnertime surprises without getting caught and waking the sleeping dragon. This skill and action game is designed for at least two players ages 4 and up and will be available next fall.

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TOY PRE VIEW 2019

HANDSTAND KITCHEN

Kids can bake cupcakes and cookies with Handstand Kitchen’s Ultimate Under the Sea Baking Set. The 15-piece baking set includes two mermaid-shaped cookie cutters, five mini cookie cutters, a mermaid tail-and starfish-shaped cupcake tray, a spatula, a frosting bag with three tips, a recipe booklet, and a 15-piece sticker sheet. The kit includes recipes for Magical Sugar Cookies, Royal Icing, Mermaid Cake, and Rainbow Frosting. The Mermaid Tail Cake Making Set includes a silicone mermaid tail-shaped cake mold, a frosting bottle with 4 tips, and a recipe leaflet. Featured recipes include Magical Mermaid Tail Cake, Royal Icing, and Mermaid Frosting. The Two-Piece Mermaid and Seashell Cookie Cutter Set is designed to make large cookies. The sturdy cookie cutters are dishwasher-safe for easy cleanup. The 15-piece Ultimate Out of This World Baking Set allows kids to create space-themed baked goods. This set includes two astronaut and rocket Cookie Cutters, five mini cookie cutters, a planet and rocket-shaped cupcake tray, a spatula, a frosting bag with three tips, a recipe book, and a sticker sheet. The Rocket Ship Cake Baking Set includes a large rocket-shaped cake mold, a frosting bottle with four tips, and a recipe book. Recipes include Out of this World Cake, Royal Icing, and Rocket Frosting.

CHARDONNAY GO Chardonnay Go expands its One Happy Mother brand. Chardonnay Go is a board game made for wine lovers, based on the viral parody video where women search for the perfect glass of wine. To win the game, players must be the first to reach the elusive tasting room by participating in challenges and reciting complete nonsense. The Shiraz on the Shelf Wine Glass is made to be a new Christmas tradition. Place the glass out each night for a magical angel to fill it with wine by morning. The wine won’t help wrap presents or bake cookies, but it will give moms something to look forward to after a long night of holiday preparations.

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Ultimate Under the Sea Baking Set

GOLDBERGER Baby’s First Rappin’ Robbie, from Goldberger, aims to teach children hundreds of new vocabulary words and the alphabet through an educational rap song. Designed for babies ages 1 and up, Robbie helps boost vocabulary and IQ by exposing them to new words. Rappin’ Robbie will be available in the spring. Baby’s First Friendship Babies are dolls designed to help celebrate differences. The dolls come in different genders and with different skin colors, hair textures, and more. When kids press the doll’s tummy, the “Friendship Celebration” song will play. Designed for kids ages 1 and up, Friendship Babies will be available in the spring. Baby’s First Friendship Babies

TOY PRE VIEW 2019

MAKE IT REAL

LEAP YEAR PUBLISHING

Make It Real introduces a Mega Mermaid Makeover activity set. Designed for kids ages 8 and up, the set includes mermaid-themed cosmetics, nail polish, temporary tattoos, and more. The set also comes with a Dream Guide magazine. A new line of DIY kits inspired by the YouTube series “Hack Along with GoldieBlox” will launch next summer. The kits, designed for tween girls, will allow kids to re-create the projects seen on the show.

Leap Year introduces 15 new Sesame Street art and activity-based products. The Furry Doodle Notebook Assortment will embody the fun and furry nature of Sesame Street characters. Each notebook includes 160 pages. The 3 Ounce Washable Finger Paint Assortment comes in four colors, each corresponding with a classic Sesame Street character. Leap Year will also introduce 14 new children’s art and activity-based products from the Eric Carle brand. The products include artist pads, stickers, flash cards, alphabet blocks, and art sets. The Art Supply Set includes crayons, watercolors, markers, stamps, and more in a resealable case. The Art and Activity Pack, designed for younger children, includes jumbo crayons, markers, and an artist’s pad in a zippered pack.

ALEX BRANDS Alex Brands continues to build on its DIY line of Do Dats collectible characters with Series 2 and Series 3 next year. Kids can create the collectibles with unique beads and a patented no-knot system. Additional characters in the assortment include Marina the mermaid, Melonie the watermelon cat, and a rare character. Kids can then mix and match, customize, and display them or wear them as charms for their bag. The Alex Spa brand is made for tweens to have fun with bath bombs, hair chalk and sparkles, nail art, and other hair and body treatments. The brand expands with Alex Spa in a Jar, featuring three themes for kids to choose from, such as bath bombs and Epsom salt. Kids can get pampered with this spa experience and reusable jar. Alex DIY also offers the Pop & Weave Basket, designed to make weaving easy and functional. Kids can weave a basket structure with this crafty patent-pending system, which includes beads, gems, and more. Kids can celebrate Disney•Pixar’s upcoming Toy Story 4 movie with The Original Toy Story Slinky Dog Pull Toy. Slinky Dog will walk and wiggle when his leash is pulled.

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TOY PRE VIEW 2019

DIGGIN Launch and control Spinos magentospeheres with Spinos Launch Control and the included Launch Control Wand. Attach the Spinos to the wand and push the button to send the ball spinning. Kids can hold the Launch Control Wand just above the Spinos to take advantage of the magnetic field and control the spinning sphere without touching it.

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PLUS-PLUS Kids can get into the spirit of Thanksgiving with the Turkey Tube from Plus-Plus. The set comes in a reusable container filled with everything kids need to build a colorful turkey. Parents can also download the free Plus-Plus app for more building ideas.

TOY PRE VIEW 2019

SKULLDUGGERY Kids can cast, customize, and decorate their own keepsake frame with the Perfect Craft Picture Frame Kit, from Skullduggery. Kids can customize a message on the face of the frame with the foam letters and characters, and then display a photo of their choice. The Perfect Flower Pot Casting Kit and Craft Jewelry Box Casting Kit let kids cast and decorate their own personalized flowerpot and jewelry box. Both kits, sold separately, include a rubber mold, Perfect Cast, and waterproof paints. Perfect Cast refill bags are available to make additional casts. Perfect Craft Memory Tiles let kids cement a memory in stone. They can use the foam letters, characters, and paints to commemorate an event, person, or pet. Kids can make a stone cast of a loved ones’ handprint or footprint with the Perfect Craft Hand Casting Kit. The kit includes Perfect Mold, Perfect Cast, and illustrated instructions. All of the above kits are designed for kids ages 8 and up.

toybook.com | SEPTEMBER/OCTOBER 2018 | THE TOY BOOK 77

TALKIN’ TOYS

THE CHANGING RETAIL LANDSCAPE AND THE IMPORTANCE OF INFLUENCERS Tips from a Small Entrepreneurial Entertainment Company by JOCHEM VAN RIJN, co-president, YULU I STARTED YULU about three years ago with Thijmen de Schipper, my close college friend, shortly after we completed our graduate study in business at the University of Rotterdam in the Netherlands. We were both sports fans, so our very first product was an outdoor paddle game called Helix Fun. The paddles were made from wood and we manufactured the product in the Netherlands, where we were both living at the time. We didn’t know anything about the toy business, retail sales, or even how to manufacture a product. You could say we were lucky because the product took off in Europe and we never looked back. We didn’t expect YULU to be as successful as it has been in such a short period of time. People kept telling us that it’s a “miracle” or it “just doesn’t happen like this.” We believe that what you know can sometimes limit your possibilities, and, conversely, what you don’t know can expand your possibilities. Having little to no background in toys had its advantages when it came to product design and marketing because we tried strategies that were unconventional. It also had its challenges as we tried to navigate the retail landscape, pricing, and forecasting. Today, we have a line of more than 50 SKUs across games and outdoor sports, and at Toy Fair in New York in February, we will announce an aggressive expansion into new categories. We look for categories where we feel the market leaders have become complacent; areas where big companies are resting on the strength of their brands or a game mechanic that worked for many years. We see complacency in others as an opportunity to enter a category and shake things up. When we create our toys, we determine how we can bring story, play innovation, and uniqueness to each and every product. When we feel we have all of these elements, we first

begin to develop story lines, then play patterns, and, finally, product design. Because a kid’s world is so social and digital, I think it’s important to first establish the story— defining who our characters are, what their mission and goals are, and then move to product concept. This is how we developed the Spy Code line of challenge games. When it came to promoting our early products, we couldn’t afford TV advertising, but we had friends who worked at Google and knew everything about digital media and targeting. After talking to them, we knew that we could use digital media to better pinpoint and reach our consumer in a more efficient manner than traditional TV. At YULU, we target online audiences with affinities for our products. For instance, we target our Helix line of outdoor sports items to families with young children who are active outdoors and are into sports. Then, we also target their social circles. We can also target in-market audiences, which are people looking to buy for a specific purpose, such as birthday parties, summer vacations, or people who are just having children. We can also market to people when they are within a certain proximity to one of the stores carrying our products. Our digital marketing team has more than 2,000 targeting points. With traditional TV, you get to target based on location and demographics, and that’s about it. Of course, social media played an important role in our marketing success, too. Our Watermelon Smash game is a great example of social content that went viral and created demand for the product before traditional marketing kicked in. We had thousands of shares of our social videos, and millions of views with influencers of every size and demographic. The final element was not just reaching influencers with large social media followings, but micro influencers as well. These micro trendsetters reviewed

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our games and created great authentic content that had strong viral spread. We also engaged with online gamers who had large social audiences as well. When all three of these platforms are engaged with unique content created specifically to work with each other, we know we can be successful. What I like most about our approach is that all three of these areas change so rapidly. The social content that worked last year won’t work today. It takes special skills and a certain mindset to stay abreast of the changing social and digital trends. Because it changes so rapidly, you can’t use the same strategy year to year because by the time you study it and understand it, it’s shifted. I love that hyper-competitiveness and believe YULU thrives in this kind of environment. Early on, we were dependent upon digital media, viral social content, and influencers. As we grew, we added TV into the mix. Looking forward, we are going to announce at New York Toy Fair what we believe is an innovative approach to creating entertainment around our brands. Our approach will be very new and relevant to the types of content kids consume today on platforms that are most relevant to them. Stay tuned! »

Watermelon Smash

INDUSTRY PERSPECTIVES

TOYS THAT TEACH

Educational Toys for Kids of All Abilities and Interests

by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association THE TOY ASSOCIATION IS CALLING “toys that teach” one of this year’s top trends. Now, more than ever before, there is an abundance of new and innovative toys on the market that teach kids everything under the sun—from fine and gross motor skills to STEAM subjects. “Toymakers are creating fantastic playthings that foster learning and creativity for every child—whether that child has an interest in coding, robotics, circuitry, biology, or artistic fields, such as musical composition and language arts,” says Adrienne Appell, trend expert at The Toy Association. “We’re also seeing a great variety of toys that can help differently-abled and special needs children develop skills at their own pace.” Parents and caregivers might feel over-

whelmed about choosing the “right” learning toy for their kids, but being cognizant of a child’s unique interests—as well as tapping into the expertise of retail staff—goes a long way toward selecting appropriate toys. “Those shopping for special needs kids might feel particularly overwhelmed,” says Appell. “The truth of the matter is, there are so many fantastic playthings in the aisles of just about any toy store. The key is for retail staff to be knowledgeable, and for caregivers to be able to provide store staff with insight about the likes, dislikes, strengths, and weaknesses of the children they are shopping for.” Personalized store service is more important than ever, with shoppers visiting specialty toy stores and other retailers for resources and guidance.

Gears! Gears! Gears! Machines in Motion, from Learning Resources

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Alexandra Goldman, manager at a Montreal-based independent toy store Oink Oink, says it’s not uncommon for a parent or educator to come into the store looking for toys to help kids with special needs. “It’s definitely a growing trend and something I am noticing more than when I started working at Oink Oink five years ago,” says Goldman. “We’ve created a sheet with product examples to educate our staff so they can guide parents who are looking for toys to engage children and build different skills, depending on the child’s ability.” Oink Oink staff members typically get questions about toys for kids with Autism or issues with fine motor skill development. “In those cases, we’ll recommend toys such as Squigz, Magna-Tiles, and other products that encourage hands-on activity and engagement,” says Goldman. Fat Brain Toys is similarly focused on providing shoppers with guidance on special needs toys. “The special needs section on our website was inspired by customer feedback,” says Mark Carson, president and co-founder of Fat Brain Toys. “Through product reviews and phone calls with customers, we understood very early on that our products were being utilized by caregivers of children (and even adults) with a variety of special needs. But we struggled putting ourselves out there as ‘experts,’ not having any formal training or personal experience. So, we decided to take a different approach and leverage our customers as the experts.” The retailer, which gathers thousands of product reviews each year, added a new section to the product review process to ask whether the products are used by an individual with special needs. “If the answer is yes, we ask several additional special needs-specific questions. With those answers on hand, we’ve been able to aggregate thousands of those responses to build profiles about the toys we sell—specifically, which are best for certain developmen-

INDUSTRY PERSPECTIVES tal goals, or even certain special needs conditions,” says Carson. A few products that are routinely purchased at Fat Brain Toys for a variety of special needs include SpinAgain, a visually stimulating and tactile stacking toy with spinning discs; Coggy, a brainteaser that doubles as a fidget toy; and Teeter Popper, an active toy that builds gross motor skills while stimulating the senses. Rick Woldenberg, CEO of Learning Resources, says his company creates educational products to help all kids who want to learn, regardless of their developmental level. “We design our products to help kids acquire skills or learn basic content,” says Woldenberg. “We want our products to work well straight out of the box and to be easy to teach with. This approach to design benefits all children and families and serves the community of special needs students.” Learning Resources has a variety of toys that are of interest to special needs children, including Ruff’s House Teaching Tactile Set, a multi-textured fidget and self-soothing toy; Time Tracker Visual Timer & Clock, which helps kids transition from one activity to another by giving clear notice when time is winding down; and the Gears! Gears! Gears! sets, which include open-ended building toys that, once assembled, are soothing to watch in motion. TAPPING INTO UNIQUE INTERESTS Regardless of their developmental abilities, kids will only reap the full benefits of play when they are provided with toys and games that suit their unique interests. “It’s great to expose children to many different types of play, but all kids have likes and dislikes. They’ll get the most out of toys that they are truly interested in,” says Appell. “At the end of the day, children thrive in a play environment that is motivational, engaging, and fun.” The following are just a few examples of educational toys and games that will turn curious kids into well-rounded, lifelong learners who are skilled at problem-solving, creating, building, designing, and more:

Think & Learn Rocktopus, from Fisher-Price

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Think & Learn Rocktopus (Fisher-Price): Helps preschoolers learn about music and math through interactive games and creative free-play, including letting kids compose their own songs. Catch and Learn (PlaSmart): An educational game in which kids “fish” for answers. Teaches math, spelling, grammar, shapes, and colors. KidzLabs Hologram Science (Toysmith): Science kit to explore hologram technology and bring dinosaurs to life. Includes LED light box, screen, templates, reflecting blister, tools, and instructions. Amusement Park Set (Engino Net Ltd.): Teaches kids how amusement park attractions work. The building kit includes one geared motor to power four largescale models, including a Ferris wheel, the London Eye, a merry-go-round, and a booster ride. Scientific Explorer Disgusting Anatomy Kit–Brain (Alex Brands): Kids can create a brain that feels slimy and squishy—and learn about the anatomy of the brain at the same time. Kullerbu Construction Site Set (HABA USA): A loader pushes the ball along the track, thanks to a momentum motor, and down the construction site into the waiting dump truck. Includes two construction vehicles, two balls, and a sign. PleIQ Stories—Little Red Riding Hood (PleIQ): Kids can read and explore the story of Little Red Riding Hood with fun, interactive 3-D experiences that bring

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animated characters to life. Hurdle the Robot (The Young Scientists Club): A build-your-own robot kit that introduces budding young scientists to robotics. Includes a computer module, motor, chassis, gears, and detailed instructions with learning activities for hours of robotics fun. »

The Toy Association’s trends team will be at Fall Toy Preview this October, meeting with upwards of 100 companies to see their key drivers for 2019. Product information (kept under embargo) will help the team determine the hottest trends in toys and games for next year. Trending toys will also be highlighted by the trend experts in broadcast segments and editorial opportunities throughout 2019. To book an appointment with a trend expert, contact Angela Stanton-Weekes (aweekes@toyassociation.org) with “Fall Toy Preview—Product Preview Appointment” in the subject line.

As The Toy Association’s senior communications specialist, Kristin Morency Goldman leads the development of content for the Association’s print and online communications. Her articles on toy trends, toy safety, and industry news can be found in trade and consumer publications around the world.

toybook.com | SEPTEMBER/OCTOBER 2018 | THE TOY BOOK

SPECIALTY TOYS & GIFTS

curiousER and curiouser Science Toys That Encourage Experimentation and Exploration by JACQUELINE CUCCO, associate editor WITH THE NEW SCHOOL YEAR OFF TO A SOLID START, IT’S TIME FOR KIDS TO GET those brains churning again. More toys than ever before are incorporating STEM (science, technology, engineering, and math) concepts into playtime. The focus this year is on interactive toys that push kids to experiment and explore. These educational toys make sure there is no more sitting back and blankly staring at screens or playing with the same old one-dimensional items. This new breed of science toys encourages kids to roll up their sleeves and get their hands dirty. For instance, kids can use household items to create chemical reactions with the Crayola Color Chemistry Lab Set, and conduct their own cabbage juice pH tests with Thames & Kosmos’ Ooze Labs Chemistry Station. Kids can even build their own robotic hand with littleBits’ Base Inventor Kit, and sew up soft plastic suture training skin to learn about animals with Alex Toys’ Scientific Explorer Veterinary Science. Toys provide a more hands-on approach for kids to discover chemistry, physics, and what makes the solar system tick. Get into the nitty gritty of our favorite new science toys below.

Kids can build their own technology with LITTLEBITS’ Base Inventor Kit. There are 12 in-app activities that teach kids how to create different inventions, including a voice-activated robo-hand and an intruder alarm.

Beaker Creatures Liquid Reactor Super Lab,, from LEARNING RESOURCES, is a working lab set that includes fizzing reactor pods with a surprise Beaker Creature hidden inside. Kids can follow the steps to dissolve the pod to reveal and classify which of the 35 collectible characters they received. The Beaker Creatures set also doubles as a working lab set, with instructions for additional science experiments.

THAMES & KOSMOS’ Ooze Labs Chemistry Station is a lab set with which kids can experiment and create slimy, fizzy, bubbly creations using the included tools, such as a syringe, a petri dish, a funnel, and more. The kit features printed cards that clip onto the lab station with approximately 20 experiments, including glowing slime, color-changing slime, fizzing reactions, oozing bubbles, rainbows in a test tube, chromatography, cabbage juice pH tests, solutions, filtering, crystals, a fire extinguisher, and an underwater volcano.

THE TOY BOOK | SEPTEMBER/OCTOBER 2018 | toybook.com

SPECIALTY TOYS & GIFTS SMARTLAB TOYS’ Ultimate Vortex Generator is a tornado in a beaker. Kids can make 20 chemistry experiments using the spinning magnetic mixer, such as watching solutions foam and change color as chemical reactions collide with the dynamic forces of moving fluids.

NSI INTERNATIONAL‘s Smithsonian Planetarium Projector is a dual-function projector that replicates the night sky onto a flat surface, such as the ceiling of a room. It creates a rotating star pattern of the northern sky, projected with 24 HD space images, including planets, nebulas, moons, and asteroids.

With CRAYOLA‘s Color Chemistry Lab Set, kids can create up to 50 colorful STEAM experiments at home. The set includes enough Crayola materials and supplies to perform experiments right out of the box, including an erupting volcano and glow-in-the-dark worms. Kids can add household items to complete additional projects.

MATTEL’s Jurassic World Playleontology Kit is an excavation set that comes with a hammer, a brush, and a shovel. Kids can dig through the excavation site to reveal dinosaur bones, then build and display a full-scale T. rex.

Kids can have an interactive, hands-on learning experience with HORIZON GROUP’s Discovery Extreme Chemistry Lab. The set features more than 20 fun experiments, including simple chemical reactions, fizzing and foaming eruptions, glowing worms, galactic spheres, and more.

The GeoSafari Jr. Talking Telescope, from EDUCATIONAL INSIGHTS, SIGHTS includes 24 images of planets, stars, and space to introduce kids to concepts of outer space and space objects. The telescope features a fact mode and a quiz mode.

Scientific Explorer Veterinary Science, from ALEX TOYS, teaches kids about the basics of being a vet and taking care of animals. Kids can simulate veterinary x-rays and sonograms with red and blue lenses that reveal the insides of animals; close up wounds and cuts with the soft plastic suture training skin, plastic surgical tweezers, a needle, and thread; create an anatomy poster; make gelly ticks to learn about which types of ticks can cause illness; and make casts for broken bones.

toybook.com | SEPTEMBER/OCTOBER 2018 | THE TOY BOOK

FEATURE

The Retail Show That Fulfills Year-Round Halloween Needs THE HALLOWEEN & PARTY EXPO offers an all-inclusive opportunity to see the latest in children’s costumes and accessories, toys, novelties, party supplies, and more, taking place from Jan. 25 to 27 in New Orleans. The show is North America’s only event that brings together all things Halloween, party, celebration, and haunt under one roof. Join thousands of fellow retailers to get the first look at thousands of new products launched for the upcoming season, take advantage of exclusive show specials and discounts, and benefit from an education program designed through retailer feedback and presented by leaders in the industry—all while networking with peers and enjoying all New Orleans has to offer. MORE THAN 350 EXHIBITORS The show floor features thousands of brands from more than 350 exhibitors, including Melissa & Doug, Conver USA, Rubie’s Costume Co., Dillon Importing, Fun World, little adventures, Neptune Trading, California Costumes, Rhode Island Novelty, elope, and many more. Shop expanded product categories, from business services, costumes, and accessories to makeup, toys, novelties, and more. Find the hottest products for the coming season that will drive your sales and new ideas for impulse purchases and add-on sales. As always, top costume distributors will also showcase their newest lines and what is sure to be in demand for the 2019 season. See the latest looks inspired by TV shows and movies and all the accessories needed to make the perfect costume complete. Benefit from unprecedented access to first looks and sneak peaks of the newest trends and products, while

competition returns as artists dive into the realms of fantasy or horror to showcase the latest makeup techniques. Your badge gives you access to the co-located event HAuNTcon, the Haunted Attraction National Tradeshow and Convention, which will feature two show floors and oneof-a-kind costumes, masks, makeup, props, and décor. Come together with your colleagues to relax, refresh, and head Halloween & Party Expo 2018 back to your store with fresh ideas. Mark your calendars for the annual taking advantage of discounts and show speBrewing, Booze, and Boos Costume cials that can only be found at the 2019 event. Ball and enjoy all that New Orleans has to offer, including rich culture, excellent cuisine, BUSINESS-BUILDING RESOURCES eclectic music, and vibrant nightlife. Concierge Find everything you need to make your services make this city easy for you to expebusiness a success. Daily retail roundtables rience, from planning a night on the town to and panels will address the topics that are locating the best restaurants and music. most important to retailers. Learn how to in Follow the Halloween & Party Expo on crease customer engagement, diversify your social media today on Facebook (facebook. inventory, and increase add-on sales, as well com/thehpe) and Twitter (@halloweenpartyas receive expert tips on merchandise best expo) to get all the updates and stay in the practices and staffing strategies, as retailers loop for the upcoming event. Also, sign up like you and industry experts take the stage for the Halloween & Party Expo’s newsletter, to discuss new ideas and best practices. The Celebration, for interviews with industry The show floor will feature a new Business professionals and hot new emerging trends Services pavilion to source the newest techto help prepare you as we head into the nologies from POS companies, inventory con- Halloween season! » trol, staffing services, and more. This event is a one-stop shop for your business needs. Interested in exhibiting? AN EXPERIENCE NOT TO MISS Feel the energy of New Orleans throughout the show and join us at daily special events that bring products to life and off the hanger. The new Friday Night Fashion show will feature looks from more than 40 exhibitors and entertainment, drinks, and giveaways. The Artist Battleground makeup transformation

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Contact Marni Golden Vinci at (203) 242-8712 or mvinci@urban-expo.com.

To register for the 2019 show, visit halloweenpartyexpo.com/toybook

HOW TO MAKE YOUR DREAM TOY HAPPEN by WENDY SMOLEN, founder, wendysmolen.com ISRAELI STARTUP PARTICULA RECENTLY re-imagined the Rubik’s Cube, originally created in 1974 and considered one of the most popular toys ever made. Like Rubik’s, the GoCube challenges players to configure 54 colored blocks on a cube. The difference is that GoCube uses technology to enable players to compete around the world, offers instructions and helpful hints, and, for advanced gamers, has a timer and move analysis. The “a-ha!” moment came when a group of engineers idly playing with an original Rubik’s Cube wondered why they couldn’t play together. Research, development, invention, and fundraising ensued. The GoCube Kickstarter campaign raised close to $850,000, after an initial ask of $25,000. Is the GoCube just a copycat of the Rubik’s Cube with new technology features or is it a brand new concept? Does it really matter? Know this: After every good idea, there’s always another one. It doesn’t matter where you start—it matters where you end up. Some of the best products are iterations, mashups, or new platforms. Kids like Twister. Kids like sprinklers. How about Twister with water? Kids like Star Wars. Kids like LEGO. Truly, a match made in heaven. To bring your “a-ha!” toy idea to fruition, you’ll need passion, patience, and a plan. 1. DEFINE IT Establish a clear value proposition. In a sentence or three, write down what it does, who it’s for, and how it is unique. Be as specific as you can. This will give you a concise focus when you’re talking to others, looking at competition, and talking to yourself (which you’ll be doing a lot). It will also help you establish an authentic voice for your product. 2. RESEARCH THE COMPETITION Who’s doing anything similar in concept? How is your idea different? How are they selling, packaging, or displaying it? Are there patents for the competition? Do you need one for your idea? If you’re at Fall Toy Pre-

GoCube by Particula

view in Dallas, walk the aisles. Get a sense of what’s hot. Shop the stores where you’d envision your product. Talk to buyers. Get market data. Arm yourself with as much concrete information as possible. 3. DREAM SOME MORE Don’t fixate on your original plan. Push the envelope. Failing fast and reiterating are key steps in successful innovation. Are there two or three good products that have features you admire? Can you combine them? Look at what’s hot, not just in your category, but even in other industries. What makes Glossier successful for millennials? How did Warby Parker redefine eyewear? These may seem out of context to you, but both companies disrupted existing categories in unique ways. Keep thinking “Twister” and “water.” What would a new connection look like? 4. GET ADVICE Even the most seasoned toy inventor talks to experts. Run your idea by educators, researchers, gamers, tech people, lawyers, parents, kids, and the Consumer Product Safety Commission. The last thing you want to do is have an idea that requires materials that aren’t safe for your target age.

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5. BRAINSTORM After doing these first four steps, you may think you know it all, but you’re still singing to the choir. Get in the mindset of the parent and/or the child. Why would they choose your product over others? Talk to trusted peers, friends, kids, potential partners, or inventors. They’ll help you iterate even further. 6. GET REAL Talk is cheap; prototyping isn’t. It takes deep pockets to build a product. Consider whether you want to start a Kickstarter campaign or seek major investors. Do you need partners? Do you want to own your product from start to finish (manufacturing to storage to shipping) or license it and let someone else handle all the details? Re-read your facts and figures above. Believe in your dream. Then go for it. » 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.

SPIELWARENMESSE

SPIELWARENMESSE 2019 Annual Trade Fair Celebrates 70th Anniversary with New Toy Trends

SPIELWARENMESSE 2019: CELEBRATING AND DOING BUSINESS The world’s leading toy fair is getting ready for its big birthday party, and everyone in the toy business is invited. Taking place Jan. 30 to Feb. 3 in Nuremberg, the next Spielwarenmesse celebrates its 70th anniversary. The fair is fully tuned to the future, with changes to the product groups and new, on-trend shows that reflect market and industry needs. Retailers and buyers from all corners of the world will see more than 120,000 innovations, with access to industry experts to help them in the daily running of their businesses. IT’S SHOWTIME IN NUREMBERG The Spielwarenmesse will introduce new ideas to respond to market changes, perfectly timed to coincide with its anniversary. The product group Electronic Toys will debut in Hall 4A. This category encompasses R/C toys, robots, electronic educational toys, and virtual play. Silverlit, Spin Master, Stadlbauer, and Jazwares are just some of the major names featured in this segment. Last year's Tech2Play area, a crowd-pulling feature that is set to stay, laid the foundation for this new segment. The biggest move is taking place in Hall 7A, merging the Model Railway and Model Construction segments. This step

will highlight the international diversity of both sectors, which offer a wide portfolio to identical target groups. Groundbreaking changes are also afoot in the Festive Articles, Carnival, and Fireworks product group in Hall 9. The Spielwarenmesse is an important gathering for all the best-known suppliers, prompting the event to extend this segment into part of Hall 8. A major highlight is the new ShowTime area, which will give exhibitors the opportunity to spotlight their products at fashion shows and presentations in an area of approximately 2,153 square feet. The area for Baby and Infant Articles between Halls 2 and 3 is back again, offering plenty of inspiration for appealing add-on ranges for the youngest members of society. The Toys meet Books area, first launched in 2018, will also continue. Situated in an exposed location close to Entrance Mitte, it features a presentation of non-book products for booksellers, along with dedicated talks from retail experts. The TrendGallery in Hall 3A provides guidance for buyers in search of the latest trends. Products in the gallery will illustrate three Spielwarenmesse trend themes. The trends are identified by the international TrendCommittee, whose members include experts from the U.S., India, Germany, Itally, France, Spain, Poland, and the UK.

The gallery also features the nominees and winners of the ToyAwards, which are presented in five categories: Baby & Infant (0-3 years), Preschool (3-6 years), School Kids (6-10 years), and Teenager & Adults (10 years and up). The new Start-Up category targets companies that have been in business for fewer than five years. WHAT'S IN STORE Wednesday, Jan. 30: #trend The world is changing rapidly. Ideas, innovations, and trends are constantly emerging, not just in the toy industry, but in the trade sector in general. The trick is to recognize the relevant trends quickly. Thursday, Jan. 31: #retail Online retail and digitization pose enormous challenges for the trade sector. But they also offer new opportunities. Instead of trying to compete with online retailers, the focus should be on giving the customer a lasting experience. Friday, Feb. 1: #consumer Consumer behavior is often puzzling. Purchase processes are influenced in more complex ways than ever before. Those who want to optimize their offering and increase sales must know their customers’ wishes and needs in detail. Saturday, Feb 2: #change Companies must reinvent themselves

A look inside Spielwarenmesse 2018, including Toy Meets Books, Tech2Play, and the Trend Gallery

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SPIELWARENMESSE

THE SPIELWARENMESSE PRODUCT GROUPS AND HALLS Lifestyle Products 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

Mitte, 1 1 2, 3 3, 3A 4 4, 5, 6

in times of globalization, digitization, and market concentration. Success is achievable when the entire team is involved in the change management process, when a buzz is created around what is new, and when everybody’s innovative capabilities are used. Sunday, Feb. 3: #marketing Social media, influencer marketing, and storytelling are modern marketing buzzwords. You can only place your message effectively if you know how your customer communicates. LICENSES AND TRENDS AT A GLANCE The Toy Business Forum also hosts LicenseTalks with experts every morning from Wednesday to Friday. Licensing is an important part of the Spielwarenmesse, underlined by the show’s long-term partnership with the International Licensing Industry Merchandisers’ Association (LIMA). The exhibition center offers a broad overview of the international offering, while licensors are given an extensive range

Electronic Toys

Model Construction, Hobbies

7, 7A

Sports, Leisure, Outdoor

7, 8

Festive Articles, Carnival, Fireworks

9, 8

Games, Books, Learning and Experimenting 10.0, 10.1, Foyer 10 Multi-Product Group

3A, 11.0, 11.1, 12.0, 12.2

of presentation options. The LicensePreview, for example, enables all LIMA members to invite selected business contacts to an exclusive preview of their latest licenses. Studios such as NBCUniversal are among the major players taking part in this preview. THE INDUSTRY EVENT OF THE YEAR Visitors, exhibitors, and media representatives will all gather at the ToyFestival on Thursday, Jan. 31. The new Hall 3C will host a casual evening get-together with live music, food, and drinks. To celebrate the anniversary, there will be a fireworks display on Saturday evening. Exhibition Park will provide the best views of the display. Looking forward to the industry event of the year, Ernst Kick, CEO, Spielwarenmesse eG, says, “The 70th Spielwarenmesse will offer the perfect mix of business and great entertainment. This is an occasion not to be missed!” Attendees can prepare their visit to the fair with the Spielwarenmesse app and website. »

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WOMEN IN TOYS

MASTERING YOUR PRODUCT PITCH

In Preparation for WIT Empowerment Day, Women in Toys helps female entrepreneurs master the art of the pitch. by NANCY ZWIERS, EVP & Global CMO, Spin Master; WIT Board Member; and Empowerment Co-Chair THE NUMBER OF WOMEN-OWNED businesses in the U.S. is exploding. This is no surprise to Women in Toys, Licensing & Entertainment (WIT), as we’ve seen our membership increase by 180 percent in less than three years—50 percent of whom are entrepreneurs. In fact, the number of women-owned businesses in the U.S. is growing 2.5 times faster than the national average—114 percent more than 20 years ago, according to the most recent American Express State-of-Women-Owned Business report. On Oct. 1 in Dallas, WIT gives women entrepreneurs from around the world a leg up at the sixth annual WIT Empowerment Day at Fall Toy Preview. Participants come seeking mentors and opportunities to help them grow their businesses, and can potentially walk away with a deal from Walmart or a top toy company. Product pitches are a key highlight at Empowerment Day. Whether meeting with a potential partner or investor, a toy company for a licensing deal, or a retailer for placement on their store shelves, the pitch can make or break a deal. To help prepare for Empowerment Day, WIT shares valuable advice with participants on how to pitch their product to Walmart within a 15-minute window, as well as how to master the elevator pitch, a one-minute pitch that describes your product in a concise, clear, compelling, and irrefutable way. Getting ready to pitch your product to a retailer, toy company, or investor? Here are some pointers to help you prepare the 15-minute product pitch: SUMMARIZE THE SITUATION TO LAY THE GROUNDWORK (3 MINUTES) • Your inspiration for your product (keep your story short and simple!) • The unmet consumer needs that your product fulfills • The current landscape and how it misses the mark

• Trends that might align with your product • Other contextual factors that the buyer should be aware of STATE THE IDEA; SHOW DON’T TELL (1 MINUTE) • Present your product. »» 3-D prototype essential for successful sell-in »» Looks-like model with breadboard model to show functionality; or »» Looks-like/works-like model • Present packaging front. »» Can be 2-D »» Name should be preliminarily cleared as available (Verify at USPTO.gov) »» Artwork can be proxy for photography EXPLAIN HOW IT WORKS (5 MINUTES) • Qualify prototype—explain how the real product might be different • Describe or demonstrate how the consumer interacts with product • Explain workings of the product features • Present pricing. »» Wholesale price and suggested retail »» Assume suggested retail is double the wholesale price »» Good rule of thumb: Mark up your factory cost four to five times to determine wholesale selling price • Discuss manufacturing status and timing of availability. »» Retailer may want to test your product before going “chain-wide” »» Zero in on timing you’re hoping for: * Spring test—product should be received in December * Summer test—product should be received in May * Fall test—product should be received in July/August • Present broad-brush marketing plan. »» Give buyer a sense of confidence that you’re prepared to implement marketing efforts to help drive

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demand for your product. REINFORCE KEY BENEFITS (1 MINUTE) • How and why is this good for the consumer? • How is this good for the retailer? SUGGEST AN EASY NEXT STEP, SUCH AS FEEDBACK (5 MINUTES) • Recommend a multi-store test. »» Suggest timing—either spring, summer, or fall • Stop talking and listen to feedback. »» Feedback might be sprinkled throughout or come at the end »» Take notes to help you remember what was said—this is important! »» The buyer will tell you what you need to do next, whether it’s to move along the process if they are interested, or what you can do to interest the buyer if they are not interested. • End on time and thank the buyer »

A 28-year toy industry veteran, Nancy Zwiers is currently EVP/ Global CMO at Spin Master. Prior to that, Nancy founded consulting firm Funosophy Inc. and over 16 years helped more than 200 clients. Zwiers began her toy career spending nine years at Mattel, rising to SVP Global Marketing Barbie and GM Girls Division.

OUTSIDE THE BOX

GREAT PACKAGING DESIGN

WITHIN A SQUARE FOOT OR LESS by TED MININNI, president and creative director, Design Force MANY ELEMENTS OF VISUAL BRAND design are presented on a large canvas, but packaging is an exception, especially in the toy and licensed consumer product categories. To work within space constraints and still be able to design effective packaging is a challenge for marketers and package designers. But in actuality, less real estate can be a blessing in disguise for designers. It challenges us to deliver our best, most creative work. It puts the onus on us to look at every key visual and verbal design element and edit down to the essentials that best express the brand. It also enables us to push the boundaries of category expectations, which can lead to incredible success.

BREAKING THE MOLD Some of the brands that have the best package design in minimal space are classic properties. Jell-O is a 120-year-old brand that could have easily lost relevance with recent generations. But the brand continues to flourish by literally thinking outside of the box. Rather than relying on new flavors and neon colors for its gelatin and pudding dessert mixes, Jell-O decided to capitalize on the enjoyable, fun aspects of its brand to appeal to today’s kids, while reminding adults about everything they loved about it growing up. A new line of Jell-O edible toys, launching this summer, is already creating considerable buzz on social media. Jell-O’s own marketing campaign, dubbed “Think It. Make It. Eat It,” debuted with three different kinds of toys: Jell-O Play Build & Eat Kits, Jell-O Play Cutters, and Jell-O Play. The company created this product line with a three-pronged goal in mind: to engage kids, to promote their creativity, and to be inexpensive. Priced at under $5.00 retail, parents can easily indulge their children’s desire to play with their food. The Play Build & Eat Kits contain plastic molds that let kids create building blocks that they can use to stack and build. A special form of gelatin lets kids play with their creations and then gobble them up. Play Build & Eat Kits are theme-based. Kids can explore the ocean, go on jungle safaris, work at construction sites, or take to the sky. Jell-O Play Cutters kits include plastic cookie cutters in various fun shapes, such as dinosaurs. The Jell-O Play kits are pudding-based and include edible stickers and even gummies. They come in themes such as camping, which features a chocolate pudding-based smores-like dessert that kids can make, and, of course, eat. There’s a “dirt” kit that features chocolate pudding with chocolate cookie crumbs, gummy worms,

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and snails. How appealing is all of this to kids? Ooey, gooey, messy to play with, and edible—there isn’t a kid alive who doesn’t love this kind of play. A conceptually cool idea like this deserves unique package design. The marketers at Kraft Heinz understood how to develop effective visual brand design within the space constraints of the packaging for these Jell-O line extensions. Colorful artwork depicting kids playing, exploring, or engaging in hands-on activities tells consumers immediately that these products, and the brand itself, are not your grandmother’s Jell-O. This is packaging that tells stories—adventures in which kids can easily see themselves. Images of the funfilled contents of the kits, as well as artwork showing the finished projects, provoke an instantaneous, unmistakable sequence to purchase, thanks to packaging that says: see me, feel me, buy me. That’s what kids and their parents will do when they interact with this packaging. TOYING WITH ONE’S FOOD We’re all familiar with numerous toy brands that successfully launched licensed brand extensions into many consumer product categories—including food and beverages. Along came Funko, the company that is known for its licensed pop culture products in multiple categories of consumer products: vinyl figures, action toys, plush, apparel, housewares, and accessories. The company’s mantra, “Our aim is to provide consumers tangible ways to take their fandom offline” has now extended to include pop culture cereals. You might ask what’s new here; the cereal aisles of supermarkets are lined with licensed character offerings. The answer to that is: everything. In the brand’s inimitable style, the cereals are called FunkO’s because of the shape of the cereal as well as a clever play on the brand name. But the product concept and packaging are a stand-out in a saturated category. Funko, in collaboration with Warner Bros. Consumer Products, hit on something that

OUTSIDE THE BOX conventional supermarkets. In perfect alignment with other pop culture brands, the company signed exclusivity deals for July 2018 with kid-favorite retailers GameStop, Hot Topic, BAM!, Entertainment Earth, Box Lunch, and f.y.e., which is certain to drive buzz and demand. This is just the ticket to get placement in supermarkets nationwide, and to create new energy in their cereal aisles.

will appeal to passionate fans of some of the world’s top pop brands. The multigrain cereals come in bright hues tied to the pop characters for which they are named. The popularity of brightly colored foods is on the rise, and it’s no surprise that Funko is on trend here. Freddy Krueger cereal, for example, is a startling red. Mega Man cereal is a vivid blue. Forty pop characters will be featured in the new cereal line, including DC Comics’ Batman and Batgirl, Beetlejuice, Cuphead, Huckleberry Hound, Gollum from Lord of the Rings, Friday the 13th’s Jason Voorhees, among others. FunkO’s branded cereals launched in retail stores this summer. Each character dominates the front panel of the packaging in a decisive manner, hovering over its signature bowl of cereal. Every figure is represented with Funko’s unique take on the key visual assets associated with each. Unique artwork and typography, representative of each property, makes them easily recognizable to consumers. The Funko logo appears in the upper left-hand corner of each box, but super-imposed over the cereal bowls in the lower right-hand corner, we see the FunkO’s sub brand. A call-out on the lower left lets consumers know that there are mini PocketPop! figures that represent each property tucked inside of the package. It is easy to see how fans of these properties will want to collect the cereal boxes because of what they represent. They’re way too cool to consume. Is it an edible product or is it a collectible? That’s up to consumers to decide for themselves. In a brilliant marketing move, Funko debuted its cereals in retail stores other than

PLUSH, BUT NOT CUDDLY There’s no doubt that interactive plush is hot in the toy industry. Plush brands range from cute and cuddly to interesting and odd. Then came Grumblies, a really cool brand launch from Skyrocket’s Pomsies line. This is interactive plush, but they aren’t cuddly in the least. Each character is grouchy by nature. When kids prod, poke, shake, tilt, and roll them, Grumblies go into meltdown mode. Each of the four Grumblies has its own unique personality, sounds, and design. The red Scorch comes from ash and lava; no doubt he breathes fire when aggravated. The green Tremor rumbles when provoked, purple Bolt shoots electrical charges into the air when he melts down, and blue Hydro creates tidal waves when he’s upset. Grumblies, launching in late summer, are sure to be a hit with kids, but it’s the packaging that really sells the brand in a clever manner. Smart, uniquely structured packaging invites kids to “try me” and “poke my belly.” Additional verbal exhortations appear on pack: “Don’t Make Them Meltdown!” along with a short list of rules: “Do Not Shake,” “Do Not Poke,” “Do Not Flip;” you know that’s exactly what kids are going to do. In fact, they’ll find it irresistible to do just that! The Grumblies brand identity in a craggy, custom block typeface features a dour face peering out at the world from atop the lettering. The stonelike backdrop and the irregular outline that it forms on the packaging work together to create a unique language that is a perfect

visual expression of the brand. The visual design elements, coupled with the verbal brand communication on pack, create an impact at retail. SMALL IS THE NEW BIG As product packaging becomes smaller in many consumer product categories due to sustainability pressures, brand managers might take a page from the toy industry with renewed focus on the creation of unique, visual languages. Toy companies themselves will have to take heed of ever-increasing competition so that they can up their game when it comes to package design. Currently, some of the best design work is on the smallest of packaging—that includes toy packaging. And I expect that will continue. »

Ted Mininni is president and creative director at Design Force Inc., a package and licensing program design consultancy to the consumer product and entertainment industries. The goal of Design Force is to establish strong emotional connections with consumers and create powerful visual brand experiences that engage, excite, entertain, inspire, and influence consumers’ decision to buy. Mininni can be reached at (856) 810-2277. Visit designforceinc.com for more information.

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TALKING SOCIAL MEDIA

IS YOUR BRAND OPTIMIZING

INSTAGRAM STORIES? Four Tips to Make Sure Your Brand Is Making the Most of Instagram

by JULIE LIVINGSTON, president, WantLeverage Communications For toy and entertainment brands, Instagram is the “golden ticket” to build a fan base because of its visual nature and the ability to edit and share photos and videos. Not only can it be used to showcase new products, line extensions, and key characters from entertainment properties, it’s the perfect place to feature product demonstrations, unboxings and exciting narrative with the Stories feature. WHY INSTAGRAM? As of June 2018, Instagram reached 800 million users worldwide, making it one of the most popular social networks. Instagram reported that there are now 25 million businesses on the site, compared with 15 million in July 2017. Importantly, more than 80 percent of Instagram accounts follow a business—perhaps your toy or game brand. Statistics show that brand engagement on the platform is 10 times higher than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter. If you’re in the youth and family marketing space, Instagram is the preferred social network of U.S. teens, beating out Twitter and Facebook. Ever since the social network released its Stories feature, businesses have been able to leverage a better relationship between their brand and their followers. This interactive tool, when used in the right way, is the perfect conduit to increase followers, engagement, and consumer loyalty. Are you leveraging the power of Instagram

marketing to reach and engage kids, moms, and families? IMPROVE INSTAGRAM PRESENCE AND TRACTION Here are four ways for your brand to become more creative on Instagram: 1. Interactive Polls This tactic benefits both consumers and the brand by setting up a direct line of contact between them. Since there is a clear call-to-action, Instagram users are more likely to engage with Instagram polls than run-of-the-mill posts, making polls a great way to increase audience engagement and gather consumer feedback. “People love to give their opinion and publicly express their thoughts,” says Joan Pelzer, president and CEO of Joan Pelzer Social. “In this way, a simple poll is a community building tool.” 2. Embedding a Link Instagram Stories have become a great feature for conversion and the call to action of swiping up to open a link cannot be underestimated. The most successful cases of Stories manage to be clever and appealing. It’s about creating a visual “wow” and curiosity to move the user to the next step of “swiping up” on the screen. “Most consumers want to ‘go through the magic door, like Alice in Wonderland,” Pelzer says. This action must be authentic to the brand and memorable. Note that it may not always result in a sale but will certainly increase brand awareness. 3. User-Generated Content Another means of increasing brand engagement on Instagram is posting user-created content on the Stories feature. This is often done via paid arrangements with contests and social influencers, individuals who have specific and vast numbers of followers. “In this way, followers get to join your brand community by developing a more

THE TOY BOOK | SEPTEMBER/OCTOBER 2018 | toybook.com

personal relationship just as they do with their Instagram friends. As a result, followers will feel more inclined to engage and want to see more,” says Pelzer. 4. Stories Highlights The Instagram Stories Highlights feature helps to convert more people into followers by teasing them with the types of thematic Stories that a brand posts. According to Instagram, 200 million people view at least one brand’s profile page on any given day, but two-thirds of those people don’t follow the brand. Now the brand can use Stories Highlights to show them more of what they’re missing. Themed events such as unboxings, blogger parties, or product demos can create immediate excitement. Brands can also post a logo or new product photos and special, limited-time offers. Because Highlights are positioned at the top of the Instagram news feed, they are more visible and grab the attention of users. “The Stories Highlights is a great promotional tool and provides the impetus for people to revisit your Instagram page,” says Pelzer. The numbers prove that Instagram’s phenomenal popularity has made it the go-to platform for reaching kids, moms, and families. If your brand isn’t maximizing the visual platform for its brand storytelling and engagement, you’re missing a critical opportunity to engage with customers and keep your brand on their “must-have” list. » Julie Livingston is president, WantLeverage Communications, a NYC-based public relations and business development consultancy that specializes in consumer products, education/ed tech, and related industry associations. She spent six years leading marketing communications for the Toy Association. More information can be found at www.wantleverage.com.

THEPOPINSIDER.COM @THEPOPINSIDER #FUELYOURFANDOM

THE VOICE REACHING…

TRADE

Reach thousands of retailers, manufacturers, and entertainment executives with special print editions for New York Toy Fair and Licensing Expo!

• Featuring inside looks at favorite fandoms, upcoming feature films, and TV/SVOD series • Spotlight on hot new trends, collectibles, and geeky products for adults

CONSUMER Reach tens of thousands of the geekiest consumers with EXCLUSIVE print editions at Comic Cons nationwide!

• Featuring the hottest new entertainment-based products and collectibles for teens and adults • Behind-the-scenes profiles of feature films and the most binge-worthy shows • EXCLUSIVE convention-specific coverage

MEDIA & INFLUENCERS Put your products in front of the most influential people in the country!

• The What’s Poppin’ Lounge will be featured at Sweet Suite on July 10, 2019, in New York City. • Attendees include national and local TV producers, newspaper and magazine writers, and top-tier digital influencers

For editorial inquiries, please contact Marissa DiBartolo:

For advertising inquiries, please contact Jackie Breyer:

marissa@popinsider.com

jackie@popinsider.com

MARKETING MEMO

HIS NEEDS, HER NEEDS Appealing to Both Mother and Son in the Toy Aisle by PHIL ALBRITTON, Power Kid Design & Development LET ME TELL YOU A STORY BASED ON current shopping trends and retail statistics. Millennial mom, Emily, and 7-year-old son, Parker, enter a big-box store somewhere in middle America. They could be there for any number of reasons—birthday shopping, grocery shopping, or a toilet paper and milk run. In this case, Emily needs to purchase décor items to spruce up her dining room for an upcoming dinner party. As the mother and son duo step through the motion-activated doors, they each have their own unique priorities. Emily has a bit of time on her hands and chooses to peruse the clothing and craft supplies before heading toward the furnishings in the back of the store. Parker has one thing on his mind: toys. I have lived this or similar scenarios countless times, as I am sure you have. This slice of family friction is a part of any modern shopping trip. Emily and Parker have very different needs and outcomes in mind for this expedition. There’s no doubt Emily will oblige Parker and allow him to shop the toy section, but that’s not her top priority. Parker is focused on the new toy he discovered in the schoolyard, on TV, or online. It is valuable for the industry to examine this situation, understand both mom’s and son’s intent, and learn to offer products that resonate with both mindsets. EMILY Like most moms, Emily makes a tremendous amount of purchasing decisions for her family. She researches and adjusts her purchasing habits based on the needs of her family. She chooses food, beverages, detergents, cosmetics, health care, and clothing with her family’s best interest and values in mind. Moving with the rising tide, she now leans toward organic and healthy food choices and searches for brands that give back and share her values. Often she will seek out smaller brands in lieu of mega-advertised staple products. She depends on Pinterest, Instagram, Facebook, and trusted inﬂuencers

to help her sort through the noise. Likewise, her sensibilities and values guide her choices in toy products for Parker. She regularly reaches for products that are educational and STEAM-focused. Sometimes her own nostalgia guides her choice, but the focus is always on the potential benefits to her family. She applies similar research to the toys in her home, and no doubt will make the final decision in the toy aisle today. But don’t discount her most powerful influencer... PARKER I like this kid, and since you are reading this, I am sure you will like him too. He reminds us of us. Parker loves to be outdoors and is currently going through a bug phase. When Parker brings his mom a worm he finds outside, it gives her the shivers, but she understands this exploration as world expanding and educational. Parker has a great collection of toys that range from brand-centric figures to early-learning robot creation kits and themed modeling dough. He loves to be challenged and surprised; use his body; build, destroy, and imagine new worlds; and re-play in worlds he knows from media. While schools and parents embrace the concept, STEAM is really not on his radar. However, fun is, and it excites him if he can do both of these things at the same time. He hears about new products and brands through conversations with his friends, TV commercials, and his social media engagement (which although limited, now grows massively with every passing year). Parker’s experience in the big-box store is different than his mother’s. He is often required to travel the gauntlet of adult merchandise in order to arrive at the holy grail: the toy section. Once there, he has limited time to view the aisles, find what he wants, and begin the discussion with his mom. Today, his desire is a new slimy bug creation kit. He knows it will be a tough sell. Although he does have a small spending fund

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(often not above $20, and typically on his birthday), he always has to balance between what he wants and what his mom deems appropriate. I will interject here that in this case the discussion began outside the aisle. He saw this product on TV. He watched the reviews on YouTube. His friend Eric has the bug creation starter set and regularly brings his gooey creations to school. Although a powerful leveraging tool for many kids, Parker never solely relies on pester power to attain his goal. This sharp kid knows how his mom thinks and knows how to make his case. Once in the aisle, he ﬁnds the kit and shows it to his mother, and the negotiation begins. ACTION Having broken down the mindsets of both the product purchaser and the product user, let’s explore what manufacturers can do to create a product and marketing that resonates with both. Here are a few suggestions: Build in a dual offer: Offer something for everyone. Make sure Emily knows it’s healthy. Make sure Parker knows it’s awesome. Integrate this into the packaging simply by showing a happy kid having fun. That simple smiling visual can instantly communicate with and attract both parties. In your photography and marketing, make sure the hero kid is in control and having a blast. A parent can be on the package (and sometimes is a testing requirement), but the child customer should always get the feeling that they can do this on his or her own. If your product is heavily educational, you will need to spend more time thinking about how to communicate the fun. If it is mostly for fun or a collectible, consider what practical features the product offers to appease the adult. An underutilized method to educate yourself on these points is to ask parents and kids in the aisle. Am I suggesting starting a conversation with strangers while shopping? Yes! I will

MARKETING MEMO

often open a friendly dialog in the aisle and ask a parent or grandparent what they are looking for and why. I will ask kids to tell me about a product they are looking at. Questions such as, “What does that do? How do you play with it? Why is that fun?” will always return insightful answers. Keep in mind that our very young customers are non-readers and must rely on images and symbols to determine details about a product. Their answers will often surprise and enlighten you. It costs you nothing, and you will learn how to better communicate to both markets simultaneously. Bright and bold: Follow me to the detergent aisle for a moment. What is the core thing those companies want you to take away from viewing their product on the shelf? They want their marketing to scream: Bright! Clean! Fresh! Now review the colors you see there. Each box is arrayed in various florescent Pantones. The textures are a mix of bright nature images, bubbles, fluffy towels, and water patterns. Tide wants you to immediately understand how bright their product can make your clothes. Downy wants you to be able to feel the fluff that they will leave in

your towels. We have the same opportunity as creators of kids’ products. Imagine the new product you are working on now. What is the one thing you want your potential customers to know about it? Tell that story. Tell it in the shape of your product, in the TVC, in the color choices on the package, and in the Amazon listing. If your product is complex, break down the communication into 1-2-3 steps. This can create great visual interest and also communicate the product’s use quickly. Price point vs. value proposition: When it comes to toys, there are few things more important to Emily than cost. With most toys capping out at a $30 retail price, the case must be very strong to move her to spend above that. While making toy purchases, she must balance between providing healthy educational products, managing her family’s ﬁnancial resources, and making Parker happy. Does your product communicate the value of its current price? When the customer is forming an opinion of your toy, offering price is a large factor but it also heavily depends on your product’s ability to meet their needs and desires. Packed into Kenner toy products

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in the ‘70s, ‘80s, and ‘90s was a small slip of paper with the large bold letters “We Really Do Care.” Your consumer needs to hear the same from you. Emily will more likely buy a product if her perceived value of that product is greater than the price tag. While price does not play a significant role in Parker’s decision making, he still must feel like the toy he is getting is well made and delivers on its promises. Our goal, whether selling to mom or son, is to deliver a great product and make them both feel the value. Let’s return back to the aisle with Emily and Parker. What was Emily’s answer? Was Parker convincing? Was pricing an issue? The outcome depends heavily on us, the manufacturers. What steps did we take to develop the right product, at the right time, at the right price? I will leave the story unfinished today. You can finish the story with the next product you develop, and hopefully this scenario will stay with you as you consider your next marketing strategy. Technology and trends will change, but fun is always in fashion, and we all look forward to being around long enough for Parker to grow up and have these same conversations with a son of his own. »

Power Kid Design & Development is a full service Nashville-based toy development studio. You can join Phil for entertaining and educational conversations about the toy industry each Tuesday on the “Power Kid Podcast.” He can be reached at (615) 5452015 or design@philalbritton.com.

Phil Albritton is the owner of Power Kid Design & Development, a Nashville-based toy development studio. In addition to toy invention, concept development, packaging, and 3-D design, he produces the educational and entertaining Power Kid Podcast, where he interviews amazing toy industry personalities every week. He can be reached at (615) 545-2015 or design@philalbritton. com.

COMPLIANCE & REGULATIONS

SMARTPHONES = SMART FACTORIES

Leveraging Mobile Technology to Engage Toy Factory Workers in China by ÁINE MCCARTHY, assistant manager, marketing communications, ICTI Ethical Toy Program ICTI ETHICAL TOY PROGRAM—THE TOY industry’s largest responsible supply chain initiative—is breaking new ground with the use of mobile technology to survey factory workers at scale. This initiative will help the industry to better understand workplace conditions at toy suppliers. Frontline manufacturing workers are the ones most affected by conditions at their places of employment, but it is often a challenge to communicate directly with them. Workplace culture, fear of retribution, or poor communication processes can prevent workers from sharing truthful and relevant information on their working conditions. To improve communication, the Ethical Toy Program will now use mobile technology to receive insight directly from frontline manufacturing workers. Mobile devices connected to the internet are ubiquitous in China, with an estimated 695 million smartphone users in the country. Due to this high rate of existing usage, an effective way to reach a digital generation of workers is to leverage mobile technology to create a worker voice platform. Not only are mobile devices convenient, but workers are also comfortable using them and feel confi-

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dent sharing information this way. The Ethical Toy Program received funding from The Walt Disney Co. to pilot worker voice technology at 50 toy factories in China, where the program will reach thousands of workers. The pilot will use MicroBenefits’ mobile-based worker voice technology platform to deploy worker surveys in factories, improve communication, strengthen grievance channels, deploy targeted digital learning, and gather other data on working conditions. DRIVING ENGAGEMENT WITH WORKER VOICE TECHNOLOGY The pilot uses the MicroBenefits platform to support audits by facilitating worker surveys at scale. Workers will receive a Quick Response (QR) Code with five or six questions to answer. This new process will work in the same way Ethical Toy Program’s current worker interviews function, but at a much larger scale. Ethical Toy Program will use the survey data to validate audit findings and strengthen audit integrity. Improving the lives of factory workers starts with understanding their needs. The Ethical Toy Progam will also use the platform to survey workers about their needs and concerns, and to gather workers’ insight on specific issues in the workplace. This information will help inform the ongoing development of our assessments, and build well-being initiatives. In today’s competitive, rapidly changing manufacturing environment, it’s vital that factories keep their workforce informed and engaged. MicroBenefits’ CompanyIQ Worker Voice

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platform distributes digital education directly to workers to increase workplace safety, knowledge of workers’ rights, and provide opportunities for personal and professional growth through gamified learning. The worker voice pilot will strengthen communication at factories and enable frontline workers to raise any concerns with the Ethical Toy Program directly, helping to address the issues they face in the workplace. It will also bring extra resources to help factory management improve positive engagement and dialogue within the workforce. The Ethical Toy Program is among the first responsible sourcing initiatives to deploy mobile technologies at scale across factories in China, a historically hard-to-reach population of frontline workers. Findings from this pilot will also inform how to best employ technology with Ethical Toy Program audits, as well as different ways to effectively integrate it into the day-to-day operations to support toy factory workers. GET INVOLVED We encourage toy brands and retailers to get involved and support Ethical Toy Program’s worker well-being initiatives. Those interested in supporting the rollout of the pilot program at factories in their supply chain can email mark.robertson@ethicaltoyprogram.org for more information. » Áine McCarthy joined the ICTI Ethical Toy Program in 2016. She is a passionate believer in the potential for businesses to be a force for good in the world. McCarthy works at the Ethical Toy Program to improve the lives of the workers in their supply chains worldwide.

RAISING THE BAR

NOT THE REAL THING Teaching Customers How to Spot and Avoid Counterfits by HOWARD N. ARONSON, managing director, Lackenbach Siegel LLC AS THE OWNER OF A TRADEMARK FOR your toy or game, you may feel overwhelmed by the onslaught of counterfeiting. Online counterfeiting amounts to 10 percent of trade, or more than $500 million worldwide, according to the World Customs Organization. Counterfeiting hurts your company’s sales, and a counterfeit product bearing your trademark attacks your company’s reputation, which your trademark stands for. Counterfeit goods are of lower quality, sourced irresponsibly, do not comply with regulatory requirements, have not been subject to environmental compliance review, are not covered by warranties, and—important for the toy industry—could pose safety and/or health hazards. In addition, purchasing counterfits may expose customers’ financial and personal details. You may not only encounter cheap knock-offs, but illegal products sold at the cost of your original—even further undermining your sales and your brand. Online counterfeiters often use photos and descriptions that are the same as those used for the original toy or game, making it extremely difficult for customers to distinguish between a real and a fake before buying. HAVE A STRATEGY Even if your company has not been a victim, you may wonder how to avoid falling prey to counterfeiters and what you would do if you were confronted with such a scenario. Your best strategy will depend on many factors that you and your intellectual property counsel will evaluate. In general, trademark owners first register their marks with the U.S. Patent and Trademark Office, making enforcement easier and providing greater potential monetary recovery and access to federal courts. Trademark owners who import their goods should register their marks with U.S. Customs and Border Patrol. Trademark owners should also educate owners of online platforms about their trademarks and need to monitor outlets—including social media—to identify counterfeits. Trademark owners then must routinely notify the online platforms of any counterfeits.

When these approaches don’t produce meaningful results, trademark owners have to take stronger measures, such as conducting investigations, and if the counterfeiters can be identified, bring lawsuits to stop them. Your IP counsel can advise you on which of the above steps to take, as well as how and when to use anti-counterfeiting strategies. TEACH YOUR CUSTOMERS There are also measures you can take on your own to educate your customers, usually on your website. That way, customers can make the right decision before they order the cheap counterfeit that doesn’t work and breaks within a week, or worse, injures a child. Trademark owners can inform and warn customers to do the following: 1. Look closely at the product packaging, both in the online presentation and also in the event a potential counterfeit product is ordered. Does the packaging match the packaging on the manufacturer’s website? If not, it’s probably a counterfeit. 2. Think about where they learned about the potential “deal.” Was it a trusted source, or was it through an unsolicited email or a social media site? If the latter, the product may not be genuine. 3. If the price seems too good to be true, it probably is. At the very least, an unrealistically low price should be a tip-off that the product may be a counterfeit. 4. With some products, check the manufacturer’s website to see if the seller is listed as an authorized dealer. If not, the product is likely a counterfeit. 5. Look for the “About Us” and “FAQ” sections. If they are missing, it’s likely because the site wants to reveal as little as possible about its products and policies, a typical approach of counterfeiters. 6. Look for product reviews. If there are no reviews on the site for a popular toy or game, it’s a clue that the product isn’t genuine. Or, the consumer may find numerous negative reviews. When compared to reviews for the genuine item, it should be obvious that the

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low-rated toy or game is probably a counterfeit. 7. Look at the internet address. A secure site will have a web address starting with “https://” that includes a “lock” icon on the shopping cart or purchase page. 8. Check for working phone numbers and reliable U.S. addresses on the website. Legitimate sellers will show both, while counterfeiters usually won’t. 9. Check for refund and return policies. A legitimate seller will feature the terms in an easily found location on the website, and the terms will be comparable to other retailers. If not, or if there is no refund and return policy at all, it’s another tip-off that the product is a counterfeit. The effort of reading the fine print may help the customer avoid purchasing a counterfeit product. 10. See if the seller has a privacy policy, a feature of legitimate sellers. 11. Make sure they are not being asked to sign up for a service besides the sale—a service requiring a monthly charge, for example. Although educating customers may seem to demand a lot of effort, it will be worth it to preserve your sales and your brand’s reputation. In many cases, negative reviews for counterfeit purchases feed directly onto the original product listing, not on the profile of the actual sellers. Bad reviews caused by purchases of cheap knockoffs can undermine everything your company does to ensure quality and a positive customer experience. »

Howard N. Aronson has provided legal counsel to toy industry companies for the past 30 years. He is the managing partner of Lackenbach Siegel LLP, an intellectual property law firm recognized for its nine decades of handling toy company issues. Grateful acknowledgement is extended to Eileen DeVries, counsel at Lackenbach Siegel. Contact Aronson at HAronson@LSLLP.com or (914) 723-4300.

Want to win? We can help! The Toy Book’s annual Toy of the Year (TOTY) Nominee Editorial Coverage showcases each and every nominee for every TOTY category. Increase your odds of winning by placing an ad in this special “For Your Consideration” section.

• Use your ad to showcase your nominated product and remind the industry to vote!

• Readers can click your ad in our digital edition to go directly to YOUR category’s TOTY ballot and vote for YOU!

• Create awareness for your award-nominated products and show buyers why they should be carrying YOUR toys! • Drive retail traffic ahead of New York Toy Fair by including your booth number!

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INDUSTRY MARKETPLACE

Playtime Sales & Marketing Co. LLC A Toy Manufacturers Sales Representative Corporate Office: 331 Piermont Road, Norwood, New Jersey 07648

TEL: 201-784-7727 FAX: 201-784-1912 E-MAIL: murraybass@playtimesales.com lensoyka@playtimesales.com carolleeman@playtimesales.com The Playtime Sales & Marketing Company, LLC. is a Toy and Electronics Manufacturers sales representative organization. Our prime focus is to represent Toy and Electronics Manufacturers to the Mass Market Retailers. The principals of our Company are Len Soyka and Murray Bass. Our only vocation has been in the Toy Industry. We are dedicated toy professionals. Our geographical areas of sales coverage and accounts include: • NEW ENGLAND…Connecticut North to Maine and Upstate N.Y. Accounts… CVS Drug, BJ’s Whle Club, and TJ Maxx, • NY METRO NY City and New Jersey. Accounts... dd’s Stores, Macy’s Backstage, Cititrends, Burlington Stores, 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, 5 Below, Dollar Tree, Variety Wholesale and Big Lots. • K mart USA // JC Penney Catalog // Universal Studios Orlando // Target and Walmart • CANADA…Walmart, Toys R Us, Canadian Tire and Costco • CHINA…We maintain a full time Hong Kong sourcing Office We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries.

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To place a classified ad, please contact Bill Reese at 212-575-4510 x2322 or bill@toybook.com

INDUSTRY MARKETPLACE

toy book advertiser directory ALEX Toys.......................................................................................................................................................................... 33 American Plastic Toys........................................................................................................................................................ 61 Basic Fun......................................................................................................................................................................... 4–5 BBC Worldwide................................................................................................................................................................. 87 COBI Toys.......................................................................................................................................................................... 63 Educational Insights.......................................................................................................................................................... 25 Epoch Everlasting Play.................................................................................................................................................... 6–7 Fischer & Partner............................................................................................................................................................... 29 Flycatcher.......................................................................................................................................................................... 77 Folkmanis.......................................................................................................................................................................... 53 George & Company.......................................................................................................................................................... 75 HEXBUG.......................................................................................................................................................................... 1–2 Horizon Group................................................................................................................................................................... 41 IMC Toys............................................................................................................................................................................ 69 Kahootz Toys..................................................................................................................................................................... 31 Kellytoy.............................................................................................................................................................................. 73 KidKraft.............................................................................................................................................................................. 35 Learning Resources........................................................................................................................................................... 27 Madame Alexander Doll Company................................................................................................................................... 57 Magformers....................................................................................................................................................................... 43 Mindware........................................................................................................................................................................... 51 Mitchell Wu Toy Photography........................................................................................................................................... 91 MukikiM............................................................................................................................................................................. 71 NKOK.............................................................................................................................................................................. 8–9 The NPD Group............................................................................................................................................................... 101 Odyssey Toys..................................................................................................................................................................... 65 ORB................................................................................................................................................................................... 19 Playmobil..................................................................................................................................................................... 10–11 RedwoodVentures............................................................................................................................................................. 37 Rubie’s Costume Co. .............................................................................................................................................. 107–108 Schleich USA..................................................................................................................................................................... 45 Scholastic Entertainment................................................................................................................................................... 67 Snaptoys............................................................................................................................................................................ 59 Super Impulse.................................................................................................................................................................... 55 Tastemakers....................................................................................................................................................................... 49 Thames & Kosmos............................................................................................................................................................. 39 The Toy Association........................................................................................................................................................... 97 Urban Expositions/Halloween & Party Expo..................................................................................................................... 85 Wicked Cool Toys.............................................................................................................................................................. 13 Wild & Wolf....................................................................................................................................................................... 79 Wrebbit 3D........................................................................................................................................................................ 76 YULU.................................................................................................................................................................................. 47 Zing Toys........................................................................................................................................................................... 15 toybook.com | SEPTEMBER/OCTOBER 2018 | THE TOY BOOK 105

SEPTEMBER/OCTOBER 1998

FLASHBAC 1

KFC TEAMS WITH NINTENDO, HASBRO, AND 4KIDS ENTERTAINMENT

KFC is teaming up with Nintendo of America, Hasbro Inc., and 4Kids Entertainment to introduce Pokémon to America. There will be in-store Nintendo promotions across the U.S., as well as the nationwide television premiere of the Pokémon cartoon. Nintendo of America Inc. will have a 10-city tour originating in Topeka, Kansas. (renamed “ToPikachu” for the day).

MATTEL CUTS CHEMICAL FROM TEETHING TOYS Mattel Inc. announces its commitment to phase out phthalates in plastic teething toys for children under 36 months. The company plans to begin shipment of phthalate-free teethers and other toys intended for the mouth in the ﬁrst quarter of 1999 on a worldwide basis.

The first in Galoob’s planned series of Titanic collector dolls based on the film’s lead character, Rose DeWitt Bukater—played by Kate Winslet in the Academy Award-winning feature film—hits store shelves this month. The Rose doll stands 11.5 inches tall and wears the evening gown from when she first meets Jack Dawson.

TOYS “R” US SETS SHAKEUP IN MOTION, PLACED ON CREDITWATCH NEG BY S&P

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Due to increased competition from chain discounters such as Wal-Mart and such burgeoning specialty chains as Learning Express, Toys “R” Us set a major shake-up in motion amid Wall Street skepticism. The company expects to overhaul its business, close 59 stores, eliminate up to 3,000 jobs, and take $495 million in after-tax charges.

Playmates’ Amazing Amy knows what she needs and how to ask for it. Amazing Amy is designed to be a virtual baby rather than just another special-feature doll. The doll comes with more than a dozen feeding, drinking, wellness, and hygiene accessories.

Blue, the animated puppy star of Nickelodeon’s Blue’s Clues won kids over with her top-rated television show, and now little Blue also is making a big splash in toy stores around the nation. With three months to go until Christmas, many retailers already report sellouts of the Blue’s Clues line, and some have put limits on how many items customers can buy.

September/October 2018

Articles inside

Spielwarenmesse 2019

How to Make Your Dream Toy Happen

Halloween & Party Expo

Curiouser and Curiouser

2018: A Year of Change

Heavy Traffic in the Toy Retail Space