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OCTOBER 2020
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Volume 36, No. 5 — Published by Adventure Media and Events LLC
DEPARTMENTS 10 Editor’s Viewpoint
24 Talkin’ Social Media
92 Media Mashup
12 ASTRA’s Insights
26 WIT Stories
94 Outside the Box
13 Toy Association Update
28 Talkin’ Toys: Spin Master
96 Toy Association Perspectives
85 Talkin’ Toys: Eaglemoss Hero Collector
97 Marketing Memo
14 Industry Update 16 2021 Toy Insider Events 17 Toy Insider Holiday Gift Guide 2020
98 Industry Marketplace
20 Not Delivering The USPS plays games with package delivery as the holiday shopping season looms.
86 The Great, Wide World of Science From magic tricks to weather labs, these science toys span all interests.
Editor-in-Chief Maddie Michalik maddie@toybook.com Senior Editors Jackie Cucco jc@toybook.com Marissa DiBartolo marissa@toybook.com Ali Mierzejewski ali@toybook.com James Zahn james@toybook.com
88 Raising the Bar
features 18 U.S. Toy Sales Soar Despite Retail Disruption Toy retail sales hit a record high as parents look to keep kids occupied.
Group Publisher Jackie Breyer jackie@toybook.com
90 Harvesting the Fun Farm-themed toys and the farm retail channel bring play to the heartland and beyond.
Associate Editor Madeleine Buckley mbuckley@toybook.com Editorial Assistant Nicole Savas nicole@toybook.com Editorial Intern Elena Sorce elena@toyinsider.com
Spike the Fine Motor Hedgehog Fidget Friend from Learning Resources
22 What Comes Next? Predictions for the Future of the Toy Industry 42 2020 Holiday Launches The Hottest Toys Coming to Store Shelves This Year 84 From Pop to Play Pop-culture merch makers are breaking into kids’ toys.
Art Director Joe Ibraham joe@toybook.com Production Director Bill Reese bill@toybook.com Director of Sales & Marketing James Devin jd@toybook.com Sales Executive Stephanie Infantino stephanie@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com
29 2021 Toy Preview Looking Ahead to Next Year’s New Products
On the cover (alphabetically by manufacturer): Trinity & Beyond Mystery Heart Jewelry Box (Bonkers Toys); Hope, Horse of the Year (Breyer); Original Magicube (Geomagworld); It’s So Me! Tie Dye Tote Bag (Horizon Group USA); Cry Babies Magic Tears Tutti Frutti (IMC Toys); Techno Gears Marble Mania — Catapult 2.0 (The Learning Journey); Huey the Fine Motor Hippo (Learning Resources); Nano Trax, Road Rippers Snap & Play Monster Attacks (Nikko Toys); Dodge Charger SRT Hellcat (NKOK); Gladius AC-75 Drop Ship (PlayMonster); Creatto Soaring Dragon & Flying Friends (Thames & Kosmos); Ricky Zoom Steel Awesome Multi-Pack (TOMY); Creative Tonies Superhero Girl and Superhero Boy (tonies); Rubik’s Pocket Cube (Winning Moves Games); Power Treads Nitro Stunt Pack (WowWee)
U.S. Corporate Headquarters President Laurie Schacht laurie@toybook.com Adventure Media and Events LLC 307 7th Avenue, #501 New York, NY 10001 Phone: (212) 575-4510
The Toy Book Volume 36, No. 5 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media and Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2020 Adventure Media and Events LLC. 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 Media and Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media and Events LLC., 307 Seventh Ave., Room 501, 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.
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EDITOR’S VIEWPOINT
DESPITE CHALLENGES, OUR GOALS REMAIN THE SAME by MADDIE MICHALIK, editor-in-chief THERE IS AN ICONIC TV SCENE THAT depicts the way all of us have continued to adapt our businesses since March: the episode of Friends in which Ross repeatedly hollers, “PIVOT!!!” while he, Rachel, and Chandler are trying to move a couch up a narrow, windy staircase. This year, we’ve all had Ross screaming in our ears as we’ve taken our plans, thrown them out the window, and reset more times than we can count. We’ve all spent what feels like endless hours strategizing, shifting, and problem-solving from afar, all while trying to get used to our new normal. Many of us are still working from home on Zoom calls wearing a professional top paired with sweatpants that you can’t see. We’re doing what has to be done to stay afloat. This issue of the Toy Book traditionally looks ahead to the new year, and you usually read this book in the Dallas Market Center between appointments during Toy Fair Dallas. But thanks to COVID-19, we won’t be meeting in Dallas this year, and it’s really setting the tone for 2021. Trade shows were majorly disrupted this year, and that’s already carrying over into 2021, with so many of our favorite events on hold or postponed. Spielwarenemesse will
take place during the summer for the first time, Toy Fair New York will be held in the spring from May 1-4, and WTHRA indefinitely postponed its March ToyFest West event. This is sure to be the first slate of many 2021 date changes and cancellations, but I know that organizations worldwide are working as hard as they can to make the necessary adjustments to begin holding safe, in-person events again as soon as next year, or making responsible decisions to hold off until later than that. Beyond the trade show circuit, it’s still too soon to tell how long our industry will feel the impacts of COVID-19 or when we’ll know that we’ve stopped feeling its effects. With the way things are looking in the U.S., it’s safe to say that we’ll remain socially distant and masked up well into the new year. I think online purchases and curbside pickup options will remain the preferred shopping method for consumers, and entertainment releases may continue to release as streaming-video-on-demand options for a while. Sean McGowan, managing director of Gateway Investor Relations, offers his predictions for what we can expect for the new year on page 22. In terms of how the industry will fare
during the remainder of this year, I’ve spoken with a few analysts that are hesitant to offer firm forecasts for 2020 sales. The NPD Group’s Vice President and Industry Advisor of Toys Juli Lennett notes that there are several unstable factors that will impact the industry as we head into the holiday season, such as many kids throughout the U.S. not returning to classrooms full-time. Read more of what she has to say about toy retail sales on page 18. Despite these changes and uncertainties, this issue of the Toy Book still celebrates all of the up-and-coming toys and games that will bring giant smiles to kids’ faces next year. Make sure to read through our toy preview showcase, starting on page 29, for an idea of what you should be stocking your shelves with in 2021. And while now is the time to start making your plans for next year, there’s still a big emphasis on the all-important fourth quarter. Reflective of a year in which the industry has focused more on the short-term than ever before, this issue also includes a robust holiday launch showcase, beginning on page 42, which shines a spotlight on new toys and games coming out during the remainder of the year. Eventually, we’ll finally get that couch up the staircase. But until then, keep doing what you’re doing to end the year strong. Although you’re not flipping through the pages of this magazine at the Dallas Market Center this year, I hope you find the right tools, analysis, and new products in this issue of the Toy Book to help you throughout the rest of the year. I welcome any feedback and thoughts on our issue, so send over an email or tweet at us @ToyBook. Until next time! » Maddie Michalik is the editor-inchief of the Toy Book and senior editor of the Toy Insider and the Pop Insider. She reports on new products and toy industry trends and has been featured on broadcast TV segments in the U.S. and Canada. Reach her at maddie@toybook.com.
10 THE TOY BOOK | OCTOBER 2020 | toybook.com
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ASTRA’S INSIGHTS
GIVE YOUR CUSTOMERS A BREAK Plan now for Neighborhood Toy Store Day 2020. by SUE WARFIELD, interim president, American Specialty Toy Retailing Association NOW MORE THAN EVER, INDEPENdent toy retailers must forge strong relationships with their customers, demonstrate a commitment to their neighborhoods, and effectively communicate the value-added services they provide if they want to weather the COVID-19 storm. DIFFERENTIATE YOUR STORE WITH NEIGHBORHOOD TOY STORE DAY Neighborhood Toy Store Day 2020 can be a tool to help parents and other toy buyers have a plan as they grapple with the unprecedented challenges they will face this fall. The American Specialty Toy Retailing Association (ASTRA) created Neighborhood Toy Store Day as a way to differentiate their stores at the start of the holiday season. It happens each year on the second Saturday in November — so mark your calendars for Nov. 14 this year. Neighborhood Toy Store Day provides retailers with a way to communicate these messages to their customers: • We understand the challenges you face during these unprecedented times. • We are right here in your neighborhood, and we understand your toy needs. • We care about you, and we give you excellent service. • We have high-quality products that you won’t find anywhere else. • We are good citizens of your community, and we support local charities. • We hire locally, and the dollars you spend here circulate locally. CREATE A FUN EVENT THAT GIVES KIDS AND PARENTS A BREAK Neighborhood Toy Store Day is typically an in-store event, but it’s safe to say that the pandemic will mean no face painting, help-yourself refreshment
tables, or kids snuggled up for storytime this year. But a virtual celebration can be an effective way for retailers to give communities a much-needed day of connection and celebration. ASTRA members Rick Derr, owner of Learning Express Toys in Lake Zurich, Illinois; Michelle Gillen-Doobrajh, CPE, owner, and buyer at Tildie’s Toy Box in Philadelphia; and other ASTRA members share their ideas on how you can bring an awesome experience to the communities you serve. • Create an event hashtag and encourage customers to post photos of their families playing at home. • Host a virtual craft event, and ask participants to sign up and purchase a kit in advance (at a discount). • Provide a complimentary takeaway for no-contact curbside pickup. Include manufacturer giveaways, coloring sheets, coupons, and directions for participating in virtual activities. • Upload a coloring page for parents to print. Create an album of coloring pages and offer prizes — for example, five randomly selected submissions will win a gift card or prize pack. • Consider promoting a special guest to headline an event or act as a host. • Ask customers to submit videos explaining why they shop at your store. • Donate a percentage of sales to local charities. USE ASTRA RESOURCES Don’t forget to take advantage of ASTRA’s support for Neighborhood Toy Store Day. Here are ways to help maximize the success of your event: • Quick and easy resources: In the members-only section of astratoy.org, ASTRA members will find resources to start planning for Neighborhood Toy
Store Day. ASTRA also provides online discussion groups for members to share their ideas. • Promotional materials: Members can download art for posters, advertisements, and postcards. ASTRA will also provide press release templates. • Manufacturer specials: ASTRA is working with manufacturers to offer Neighborhood Toy Store Day specials fit for accommodating virtual celebrations and increasing sales. Sign in regularly and visit the Neighborhood Toy Store Day materials on ASTRA’s website to see what’s new. START PLANNING NOW It’s anybody’s guess on how the fourth quarter will turn out this year, but ASTRA members have always based their strength on creativity, flexibility, and sharing. We have seen this nimbleness in action more than ever since COVID-19 hit. While it has added a huge layer of challenge to the already hyper-competitive toy market, what hasn’t changed is the need to make your quality, service, community support, and shop-local messages louder than the big box drumbeat of “price, price, price.” Neighborhood Toy Store Day is a great tool to help drive home those ideals. Add this event to your fourth quarter marketing plan, and let your imagination run wild on the best ways to engage families in your market. » Sue Warfield, interim president of the American Specialty Toy Retailing Association (ASTRA), has more than 30 years of experience working in the toy industry, including owning a retail store, being a sales representative, and working with her husband in a manufacturing business.
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TOY ASSOCIATION UPDATE
NAVIGATING THE PANDEMIC The Toy Association is here to help.
by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association WHILE THE PANDEMIC HAS AFFECTED all toy companies, the negative impacts of the health crisis have not been felt evenly. Some companies have seen a surge in demand for their products (as demonstrated by sales increases for certain categories through the first half of this year), while many others are seeing a downturn in demand for their toys and are losing revenue by the day. The Toy Association (TA) is in close contact with the toy community to gauge the impact of the pandemic on individual businesses and determine the best way to provide information and assistance to those who are struggling. “As we continue to work with likeminded trade associations and industries to promote economic relief and advocate for funding of the Paycheck Protection Program, among other programs, we encourage companies to visit our COVID-19 resource page (toyassociation.org/covid) for continually updated information, including business and retailer toolkits for navigating the pandemic and guidance about specific government funding and relief programs,” says Steve Pasierb, The Toy Association’s president and CEO. A series of weekly webinars held throughout the summer also guided companies on a number of issues, including: how to do business with a bankrupt customer during the pandemic, insurance coverage in the COVID-19 era, manufacturing location strategies amid turbulent times, best supply chain practices when dealing with distressed customers, best practices for workforce hiring after COVID-19, and other topics. The sessions are available on-demand at toyassociation.org/webinars. PROTECTING PLAY While the health crisis is at the forefront of everyone’s mind, The Toy Association’s External Affairs staff is continuing to make headway on ongoing issues affecting the toy community, including pushing for legislation that tackles the
threat of unsafe counterfeit toys sold on e-commerce platforms; staying engaged through the Americans for Free Trade Coalition to urge the U.S. government to keep tariffs off toys; active involvement in state and federal policy discussions concerning children’s online privacy and safety; and trade barrier issues in India, the European Union, Brazil, Russia, Indonesia, and Saudi Arabia.
"We are committed to helping the industry move forward during this period of uncertainty." “We are committed to continuing our work on legislative and regulatory issues around the globe,” says Ed Desmond, executive vice president of external affairs at The Toy Association. “Particularly with more consumers than ever now shopping online, it is not the time to let up in our fight against counterfeits. One of our key activities is advocating for stricter e-commerce regulations that would ensure greater brand protection and toy safety.” The Association’s Intellectual Property (IP) Protection Committee is currently undergoing a revision of the white paper, “The Real Threat of Fake Toys.” The Toy Association also held a virtual IP Fly-In in September, connecting Toy Association manufacturer and licensor members with policymakers to discuss the industry’s key concerns about counterfeit toys. Companies can contact Heather Easley (heasley@toyassociation.org) to learn more about these initiatives. HELPING YOU FORGE AHEAD The Toy Association’s Toy Fair Everywhere virtual market weeks have been connecting the global toy community and helping retailers keep shelves stocked for the holiday season, despite travel restrictions and other limitations created by COVID-19. The July, August,
and September market weeks featured tens of thousands of toys and games and more than 180 exhibiting companies, as well as a robust calendar of digital events and on-demand content. Buyers from more than 60 countries were represented during the market weeks. “We are committed to helping the industry move forward during this period of uncertainty, and Toy Fair Everywhere has been a successful digital meeting ground for companies to make connections and seek out new business opportunities,” says Marian Bossard, The Toy Associaton’s executive vice president of global market events. The Toy Association’s trend team presented a mid-year trends briefing during Toy Fair Everywhere in August, speaking about the rise in intergenerational toys and games; the uptick in demand for educational toys to help with home-schooling; and an expected rise in demand for unboxing collectibles, licensed toys, and other kid favorites for the fourth quarter. The trends briefing can be viewed on the Toy Association’s YouTube channel. “There have been so many unpredictable changes in our world since March, but play has been a mainstay for many families stuck at home or distancing from friends,” says Adrienne Appell, The Toy Association’s senior director of strategic communications. “Trends related to play, shopping, and spending have certainly evolved and will undoubtedly impact sales for the holiday season.” For more information about The Toy Association’s recent activities, visit toyassociation.org. » As The Toy Association’s senior communications specialist, Kristin Morency Goldman leads the development of content for its 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. She holds a master’s degree in media, culture, and communications from NYU.
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INDUSTRY UPDATE
AMERICAN GIRL UNVEILS ‘80s-THEMED HISTORICAL DOLL
Photo: Mattel
American Girl — a wholly owned subsidiary of Mattel — revealed its newest Historical doll, Courtney Moore. Courtney celebrates a historic era of high hair and neon leggings: the ‘80s. Her bright clothes match her bright ideas as she aims to become a video game designer. She also celebrates the pop culture of the day with several licensed accessories from the decade, including a Pac-Man arcade game, Lip Smackers lip balm, a mini Caboodle, and Care Bears pajamas. Courtney and her full collection are available now online and at American Girl retail stores. »
NECA OWNER PURCHASES, RELAUNCHES RUBIE’S COSTUME CO. AS RUBIES II
The 70-year legacy of the Rubie’s Costume Co. continues as the company emerges from Chapter 11 Bankruptcy under new ownership. On Oct. 2, the sale of Rubie’s and several of its related entities officially closed. Rubie’s emerges as Rubies II LLC, a newly formed entity owned by strategic operator and managing partner Joel Weinshanker, majority owner of Elvis Presley Enterprises; managing partner of Graceland Holdings; and the sole member, chairman, and founder of the National Entertainment Collectibles Association Inc., best-known as NECA. Funds are being managed by Atalaya Capital Management LP and members of the Beige family, carrying on the lineage of the Rubie’s Costume Co. founders. »
TOY FAIR NEW YORK, SPIELWARENMESSE POSTPONE 2021 SHOWS
Next year’s toy fair season is shifting: Both Toy Fair New York and Spielwarenmesse have been rescheduled due to the ongoing COVID-19 pandemic. The Toy Association will bring the industry back together this spring, with Toy Fair New York moved to May 1-4, at the Javits Center. In the event that the
spread of the COVID-19 pandemic is not contained and a spring Toy Fair cannot be produced safely, Toy Association President Steve Pasierb says that the event will be canceled. Spielwarenmesse 2021, which would have taken place from Jan. 27-31, has been postponed to the summer. Spielwarenmesse eG is currently in talks with NürnbergMesse to find new dates. »
LEGO CHOOSES PAPER OVER PLASTIC IN LATEST SUSTAINABILITY PUSH
The LEGO Group is dumping the single-use plastic bags that have been staples of its building sets for years in favor of environmentally friendly, easy-to-open paper bags. The move comes alongside a $400 million pledge to accelerate the company’s long-running sustainability and social responsibility efforts over the next three years. Beginning next year, Forest Stewardship Council (FSC) certified recyclable paper bags will be used in a trial run as the company works toward making all of its packaging sustainable by 2025. »
SUE WARFIELD APPOINTED AS INTERIM PRESIDENT OF ASTRA The American Specialty Toy Retailing Association (ASTRA) revealed an imme-
diate change in leadership on Sept. 21. Sue Warfield is taking the helm as interim president of ASTRA. In a statement issued by the trade organization, ASTRA wrote that Kim Mosley, the previous president, “is no longer employed by the association.” Warfield, a 30-year toy industry veteran, most recently served as director of member relations at ASTRA. During her career, she has been a sales representative and a toy store owner. A search for a permanent president will begin in the spring. »
JAKKS PACIFIC NAMED MASTER TOY PARTNER FOR HARIBO
Jakks Pacific Inc. made a sweet licensing deal with Haribo Group, the makers of the popular gummy candy. Under the new deal, Jakks becomes the global master toy partner for the confectioner with the rights to create and sell collectibles and activities based on Haribo candy brands in North America and the EMEA territories. The new products will be available next August, with additional items slated for release in 2022. »
STAY CONNECTED! @ToyBook
14 THE TOY BOOK | OCTOBER 2020 | toybook.com
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JOIN THE BIGGEST TOY PARTIES OF THE YEAR!
FROM LEGENDARY IN-PERSON events to virtual celebrations of all things play, there’s one thing that’s for sure: We know how to throw a party. Whether we’re able to gather together again in New York City next year or if it’s safer to play with the hottest toys of the year virtually, the Toy Insider and the Toy Book’s 12th annual Sweet Suite will return in 2021. Sweet Suite brings together hundreds of VIP digital influencers, YouTube creators with millions of subscribers, and traditional press — including The TODAY Show, The Ellen Show, NBC News, CBS News, ABC News Radio, BuzzFeed, Yahoo Finance, Associated Press, Bloomberg, Parents magazine, Good Housekeeping, and so many more — to give everyone a sneak peek at the top toys of the year. The exclusive event gives members of the media and digital influencers the opportunity to chat one-on-one with
representatives from the hottest toy and entertainment companies, including Nintendo, Nickelodeon, The Pokémon Co., MGA Entertainment, Bandai, Mattel, Hasbro, LEGO, Spin Master — as well as smaller companies gaining major exposure for the very first time — for the inspiration they need for holiday gift guides, future toy reviews, and unboxing videos. Whether it’s over Zoom in a 3D virtual space, or live and in person, guests will see hundreds of toys and take part in several interactive elements that Sweet Suite is known for, such as contests, photo ops, games, and more. Plus, attendees receive enormous swag boxes right on their doorsteps, sparking a resurgence in social media impressions and ensuring influencers and journalists have products on-hand to view and share with their audiences throughout the season. The excitement continues at Holiday of Play during the heart of the holiday
season. Toy companies show off their key holiday drivers and engage attendees with exciting activations to make a big impression ahead of the holidays. Every year at Holiday of Play, the Toy Insider announces the top toys, games, and collectibles of the holiday season from its annual Holiday Gift Guide. Hundreds of members of the media, including traditional press, top lifestyle bloggers, digital influencers, and YouTube creators, get a first look at the highly influential Hot 20, 12 Under $12, and STEM 10 lists. Guests are able to get a first look at these toys before anyone else with product demos by the manufacturers themselves. Sponsors have already begun to reserve space at Sweet Suite and Holiday of Play 2021. If you’re interested in securing early-bird rates for these events, contact Jackie Breyer at jackie@toyinsider.com or James Devin at jd@toyinsider.com. »
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THE HOTTEST
TOYS
OF THE YEAR The Toy Insider launches its 15th annual holiday gift guide.
ADVENTURE MEDIA & EVENTS 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 15th annual edition of the Toy Insider made its debut in the November issue of Parents 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 160 toy recommendations from more than 75 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 (3-4), grade schoolers (5-7), and tweens and teens (8+). In addition to the annual Hot 20 list of the hottest toys that will top wish lists nationwide, the Toy Insider also features the STEM 10 list, encapsulating toys that enhance kids’ understanding of science, technology, engineering, and math, and the 12 Under $12 list, sure to keep everyone’s budgets holly jolly this year. Garnering more than 4.5 billion consumer impressions last year through approximately 400 TV segments in 192 markets, and appearing on outlets such as the Today show, the Wendy Williams show, ABC World News Now, Fox & Friends, CNBC, HLN, 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 yearround on thetoyinsider.com. For more information about the Toy Insider, including how to participate in next year’s guide, contact Laurie Schacht at laurie@toyinsider.com, Jackie Breyer at jackie@toyinsider.com, or James Devin at jd@toyinsider.com. For updates from the Toy Insider, follow @thetoyinsider on Twitter, Facebook, and Instagram. »
AS SEEN ON
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U.S. TOY SALES SOAR DESPITE RETAIL DISRUPTION Toy retail sales hit a record high as parents look to keep kids occupied. by JULI LENNETT, vice president, industry advisor, U.S. toys, The NPD Group THE U.S. TOY INDUSTRY’S RETAIL sales increased 16%, or $1.3 billion to $9 billion, in the first half of 2020. Year to date through June, unit sales were down 3%, and the average retail price of $10.11 was up 20%, according to The NPD Group’s Retail Tracking Service. Eight of the 11 supercategories showed growth during that time period, with four of them experiencing double-digit growth. Outdoor and sports toys had the largest dollar growth, which was driven by gains in Little Tikes, Razor, and Hover-1. Consumers also flocked to playground equipment (playsets, trampolines, play houses/bouncy houses), which was the largest growth class in toys during the first half of 2020. Other supercategories with strong performance included games and puzzles, which had the fastest growth of 46%; building sets, which were up 26%; and arts and crafts, which were up
18% versus last year. The largest absolute dollar declines came from the action figures and accessories and plush categories, both down 12%. The decline in action figures and accessories was heavily impacted by comparisons to last year’s movie releases, with declines in Marvel Universe, How to Train Your Dragon, and Toy Story franchises, while also being hit with postponements of this year’s new action movies. ASSESSING THE TRUE IMPACT OF COVID-19 ON THE U.S. TOY INDUSTRY Events that took place during the last three years, including the departure of Toys “R” Us in 2018 and COVID-19 in 2020, have caused significant disruption to the toy industry. In 2018, the Toys “R” Us liquidation boosted sales during the first half of the year by 7% (although declines in the following year effectively nullified that
Source: The NPG Group/Retail Tracking Service/ YTD June 2020
growth). As a result, we ended 2019 with similar volume levels to 2017 despite losing a major toy retailer during the period. This brings us to 2020 and the emergence of COVID-19. The real impact began in March when many schools and businesses closed. Toy retail sales spiked almost immediately as parents bought toys to keep their kids occupied and to provide entertainment as they attempted to adjust to the new normal of working and schooling from home. As the widespread closures continued and the weather began to warm, the growth shifted to include outdoor and sports toys. This trend continued throughout May and June as summer breaks started. However, that strong growth is starting to slow and the gap between sales for this year versus last year is closing. As sales typically slow down in late July and August when kids and parents focus on back-to-school spending, this year could tell a different story as some schools will continue with remote learning and parents will rely on toys to keep kids busy and entertained. While there are a number of unstable factors that will impact our industry as we move into the fall, manufacturers and retailers that are planning for multiple scenarios— allowing them to pivot quickly regardless of what transpires — will come out ahead. »
Juli Lennett has spent more than a decade at NPD managing client relationships and consulting a variety of manufacturers, licensors, and retailers within the toy industry. As NPD’s U.S. toys industry spokesperson, Lennett works directly with manufacturers and retailers to provide industry insights on key trends that could have a significant impact on their business, as well as advise them on opportunities for future growth.
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by JAMES ZAHN, senior editor IN A YEAR THAT KEEPS THROWING unexpected curveballs, another complicated challenge for the toy industry is gaining steam ahead of the important holiday season: a mail slowdown. Postmaster General Louis DeJoy assumed his role on June 16 and almost immediately began implementing changes throughout the United States Postal Service (USPS). The appointment itself was controversial due to DeJoy’s lack of USPS experience and his ties to President Donald J. Trump amid concerns over mail-in voting for the November elections. The rapid changes included reduced hours, less mail carrier trips, removal of mail sorting machines, and getting rid of the familiar blue mailboxes from some locations. The quick implementation sounded the alarm from the American Postal Workers Union (APWU) with fear that the USPS, which had already been battered by the effects of the COVID-19 pandemic following years of financial losses, could ultimately collapse. “We will unite with the people of the country to defend their right to ‘prompt’ and ‘reliable’ service and the universal service mandate that ensures equal service to everyone — all 160 million addresses every day,” the APWU said in a statement issued on July 20. In August, DeJoy began to concede that the changes had, in fact, led to a slowdown and hiccups in mail service, following reports that essential deliveries, such as prescription drugs and perishable goods, had been severely delayed to many customers. The Los Angeles Times reported that some postal facilities were in a state of “chaos” with “wall-to-wall” mail and trucks of unprocessed items waiting to be dealt with outside. “Several ASTRA members have shared stories of challenges with USPS deliveries,” says Sue Warfield, interim
president of the American Specialty Toy Retailing Association (ASTRA). “This, of course, costs our members time and money to track down, and in some cases, replace lost or delayed products.” When asked to comment on what measures were being put in place to ensure the stability of USPS services during the holiday season, a USPS representative deferred to an Aug. 18 statement by DeJoy in which he essentially hit the pause button on the earlier changes and outlined plans for the fall surge in shipments.
“We will unite with the people of the country to defend their right to ‘prompt’ and ‘reliable’ service.” “We will engage standby resources in all areas of our operations, including transportation, to satisfy any unforeseen demand,” DeJoy said in the statement. For the toy industry, USPS plays a role for manufacturers, retailers, distributors, and consumers. Traditionally, shipping rates can be cheaper than competitors such as FedEx and UPS, which makes USPS a popular choice for smaller companies with smaller budgets. “Politics aside, the slowdown in the mail has put yet another roadblock up for small businesses trying to recover,” says Sari Wiaz, president of Wize Choice Creations and creator of Baby Paper. Wiaz sent letters to state representatives in Illinois and to DeJoy regarding the issue and she says that at the state level, the response was that they’re “working on it.” “Small business owners rely on services like the USPS to keep business
moving and have fewer resources to deal with these ‘hiccups,’” Warfield adds. “This is critically important now during these challenging times when online sales are so important for ASTRA retailers.” In late August, DeJoy was called to testify in front of the House Committee on Oversight and Reform. Internal USPS data presented by the House showed a steep decline in on-time delivery beginning immediately when DeJoy took office. A follow-up statement issued by the Committee said that “DeJoy admits that mail delays are far worse than expected, but fails to take responsibility.” Soon, officials from coast to coast began expressing that the promises of policy reversal weren’t happening quickly enough. On Sept. 3, Senator Tammy Baldwin held a press conference near Milwaukee to demand immediate action. On the same date, California Attorney General Xavier Becerra called for immediate reversal. During the August hearing, Committee Vice Chairman Jimmy Gomez asked Dejoy to explain how it is possible that days worth of mail delays had turned into weeks for some customers. “I’m trying to figure that out,” Dejoy said in his testimony. Lets hope that the USPS does figure it out before delays become empty shelves and lost sales while gifts from Grandma and Grandpa arrive after the holidays. » James Zahn, best-known as The Rock Father, is a senior editor of the Toy Book, the Toy Insider, and the Pop Insider. Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times, Forbes, MarketWatch, and The Washington Post, and has appeared on Yahoo! Finance, NBC, ABC, FOX, CNN, GCTN, WGN, and more. Connect with him on LinkedIn or follow him @therockfather on other social networks.
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by SEAN MCGOWAN, managing director, Gateway Investor Relations OF ALL THE ANALOGIES AND COMParisons I read regarding what 2020 will be remembered for, the one I found most useful is 1918+1929+1968=2020. This year, we’ve experienced a lethal pandemic, an economic collapse, and an explosion of social unrest. I will let the historians of the future debate whether all three of these conditions in 2020 were rooted in COVID-19, but there is no doubt that the effects of this confluence are being felt around the world, by every citizen and every segment of the economy in every country. So, against this backdrop, what has changed in the toy industry? Well, pretty much everything. The last time the economy suffered a massive sudden collapse was in 2008, and we all asked ourselves then: “How much of what has been changed by the Great Recession will remain, and how much will go back to ‘normal?’” In fact, most of us speculated on what would be the “new normal.” One conjecture, for example, was that even people who did not lose their jobs would realize how little they actually needed to spend to get by, and, therefore, remain permanently more frugal than they had been before the shock. But, we now know that most folks eventually went back to old habits. And this time, it feels a bit different. It’s clear that the pandemic has caused a lot of major near-term changes, and I think some of these changes will linger. Others will not only linger but give rise to — or at least accelerate — some other changes indirectly related to COVID-19.
NEAR-TERM EFFECTS It certainly has been a tough year, and it seems increasingly likely that the recovery isn’t going to have a V-shape. (In fact, it’s not even clear when we hit the trough, or how long it will take us to realize it’s been hit.) Supply chains were disrupted early on, and while most are greatly improved, there are still disruptions. Sell-in of toys in most categories was massively down in the first half of the year, and the costs of dealing with the disruptions have kept companies’ cost structures high. Unless, of course, they have let employees go, which, unfortunately, many companies have. Some of the downsizing might fall under the heading “Never Waste a Good Crisis.” There are always savings to be found, and an economic pullback makes cost-cutting feel less out of place, but our industry is seeing reductions that go way beyond tweaking and pruning. Consumer demand for toys has been quite strong through the first six months of the pandemic, driven in part by the need to keep kids occupied while they are suddenly stuck at home, and because toy sales are typically resilient to macro-economic downturns. But because retailers have never faced an environment like this one, they were naturally reticent about taking in more inventory in the first half of the year. As a result, retail inventories of toys are quite low. It’s not clear at this time how consumer demand, retailers’ orders, and manufacturers’ willingness to build their inventories will align
for the balance of the year, so we may be looking at a tough year for toy sales no matter the status of the pandemic. Even before we get to the holidays, of course, we have a few other hurdles and waypoints to clear. “Back to school” meant something different depending on who you talked to. It was not a clear sales event. Toy Fair Dallas was canceled, and Halloween hardly feels like it will be business as usual. Even the usual flood of holiday films may be little more than a trickle this year, which means toys hoping to get a lift from a theatrical release (Ghostbusters: Afterlife, a couple of Marvel films, etc.) will have to wait a bit longer, and releases such as Mulan that have been moved to Disney+ may not draw the same size audience that was initially expected. As it happens, sales of figures and collectibles tied to entertainment content have lost ground to activity toys and games in recent months, and it’s not clear whether new film releases would have reversed that trend. Another change we can expect to see in the near term is fewer events such as birthday parties, during which kids would receive some new toys. Surely that will return at some point, but not until parents feel safer having their children in groups, doing typical birthday party stuff like screaming and singing. But one of the biggest near-term changes we’ve been experiencing over the last seven months has been the big swing to e-commerce. Even as stores
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have reopened, e-commerce remains strong at elevated levels. The habits of late-night shopaholics notwithstanding, shopping online tends to lead to less impulse buying as compared to walking through a store. Shopping has become more “mission-driven,” and that may last for a while. Plus, buy-online-pickup-instore (BOPUS) options offered by many retailers has the same low-impulse effect. You’re at the store, in the parking lot, but you’re not dragging your kids in tow as they cry “Mommy, Daddy, I NEED this!” LONG-TERM EFFECTS Thinking a bit longer term, some changes wrought by COVID-19 may also endure well beyond the holiday season, and possibly well beyond the development of an effective vaccine. In my opinion, the economy won’t fully bounce back next year. Not all jobs will be restored, and those that are may pay less than what they paid before. Too many companies have suffered too much damage for the recovery to be complete in just a few months. In addition, the idea of focusing on value takes center stage, even for those who haven’t lost jobs or faced pay cuts. Economic uncertainty breeds frugalness. Toys are resilient in economic downturns, but they are not immune. On the positive side, low retail inventories we are likely to see going into next year should allow for increased shipments as stocks get replenished, but it will take some time. And, again, we may see consumer changes in shopping habits lingering longer, and there will be more concern about shopping in a clean, safe environment; more mission-driven shopping; and more parent-driven shopping. Also, if over the last seven months people have set up online accounts with retailers they had never shopped with before, they are more likely to continue shopping at those sites in the future. One result of the accelerated shift to e-commerce could be a re-evaluation of packaging. So much of what toy packaging is about is making the product stand out on the shelves and cut through the noise. If the product has already been purchased by the time the shopper sees it or touches it, there is less need for such elaborate packaging. This was already true, and has been a talking point for
2021 will have an influx of new film launches and licensed products that were pushed back due to COVID-19, such as Ghostbusters: Afterlife from Sony Pictures, paired with the new toy line from Hasbro, including the Ecto-1 Playset (below).
sustainability proponents for some time. Similarly, if BOPUS continues to grow, do you even need to spend as much on in-store merchandising? Probably not. (Editor’s note: Read more about the role of toy packaging in online shopping on page 94.) The deferral of so many films into 2021 could create an overcrowded landscape for licensed goods. It’s not like nothing was planned for 2021 before the pandemic, and now the 2020 releases have been added to the mix for next year. If theatrical openings get stacked up, it could lead to a loss of mindshare if there are too many tentpole openings. Of course, with all that entertainment content, there should be a sharp increase in sales of figures and collectibles. But there might actually be too much content for them all to do well — it’s been known to happen. And what might be the even longer-term lessons of 2020? Do we even need movie theaters anymore? We could see an acceleration of direct to streaming-video-on-demand (SVOD) releases, which has worked well for companies, including DreamWorks with Trolls: World Tour and Warner Bros. with SCOOB! WHAT’S AHEAD FOR 2021? It’s only been a little more than a half a year since Toy Fair New York in February, but the show has already been postponed to May 1-4 next year. We are tempted to think that 2022 will see a return to normal shows, but how certain is
that? Back in February, would anyone have thought that next year’s shows would be shut down? And assuming the shows do return, will they ever be the same? It’s fair to assume many attendees are reevaluating the need to gather in large numbers with people from all over the world. Beyond the end of 2021, it’s much harder to predict the lingering impact of COVID-19 on the toy industry, other than to have accelerated trends already in place. We’ll all probably go back to shaking hands, attending parties, and taking our kids to movie theaters at some point, but it might not be at the same levels. Of course, all of that assumes we get this thing under control. In the meantime, stay safe. » Sean McGowan is a managing director of the consumer team at Gateway Investor Relations, which provides capital market navigation and advisory services. He has been following the toy industry for more than 30 years, analyzing product trends, cost changes, marketing practices, and other aspects of how products and companies succeed (or don’t). He is also on the board of advisors for the Toy Industry Foundation.
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ADAPTING YOUR BRAND TO FIT KIDS’ NEW ROUTINES As COVID-19 restrictions change kids’ behavioral and play patterns, what does that mean for your brand and marketing efforts? by TIFFANY TASKER, director of business development for North America, SuperAwesome COVID-19 HAS RESHAPED ALL OF our lives, and kids are among the most affected. Since school closures began in March, every aspect of a kid’s day has changed: education, socializing, play, exercise, eating, and even the physical spaces kids occupy. As kids are adapting to these changes, a key consideration for brands is discoverability and staying top-of-mind with them: How can you make sure they remember to choose your brand over others? Are your products still relevant or has COVID-19 changed play patterns so much that your products need updating, too? SuperAwersome has been tracking these changes of routine, behaviors, and locations, and what it means for brands. The first concept to be aware of is the digital expansion of kids’ ecosystems. Kids’ worlds have shrunk geographically. However, the need to replicate and replace all the real-world activities kids did on a daily basis has necessitated the adoption of many more digital brands and services than they consumed preCOVID-19. Half of kids report that they’re using their phones, tablets, and laptops more than before, especially before bed, when they’re playing games, using social media and chat apps, watching videos, and generally browsing. They’re using Zoom, once a business-to-business-focused company, to “meet up” with family members. Roblox is now a digital location for them to hang and chill with friends, as well as a place to play and build. Everything has changed. In essence, every brand is now a kids and family brand. The toy category has more competition than before because competition for kids’ time now includes digital platforms that, once adopted, become a part of everyday life. These behaviors are unlikely to change, so it’s important for brands to consider how they can leverage their products and marketing strategies to remain current with these patterns.
The good news is that kids have a huge appetite for having fun and playing. With 74% of kids saying they take breaks from schoolwork whenever they feel like it, there’s more opportunity for them to engage with your brand than when they were physically at school. School’s long class sessions and short, scheduled breaks have evolved into a cycle of micro work and play sessions while kids are at home. Break times are used for playing with toys and games, as well as watching YouTube, chatting with friends online, playing outside, and snacking.
“Family togetherness is one of the most welcomed and valued changes caused by COVID-19.”
Brands that want to get in on this daytime play pattern should think about creating content that is short-form, light, and easy for viewers to dip into and out of. TikTok’s huge surge in popularity during the COVID-19 lockdown is partly due to its 15-60-second, snackable content. Bite-size activities with intuitive design and functionality are perfect for this new pattern of behavior. We advise testing interactive in-app ads, branded online mini-games, and contextually targeted YouTube campaigns with a fun brand message. The start and end of the school day have also been completely rewired, and time reclaimed from the commute is being spent together as a family. Family togetherness is one of the most welcomed and valued changes caused by COVID-19, whether they’re enjoying YouTube workouts or leisurely sit-down breakfasts that are treated more like dinner. At dinnertime, kids are involved with
the cooking process more than before, and mealtimes are later and slowed down as there’s no need to get ready for the next day. On weekends, co-consumption of content increases as families recreate Friday nights at the movies, with 71% of kids and parents reporting that they’re using their smart TVs more than before. Kids and parents comment on ads they see together, so target your online video, YouTube, and over-the-top campaigns to evening-time and co-viewed content to stay top of mind. On social platforms, we’ve seen great results from creating influencer-branded content that promotes cross-generational activities. Cultivating this family behavior through deliberate and specific content will help to gain long-term consumer trust for your brand — even if the activity isn’t directly related to your product. Pebbles cereal’s Daily Yabba Dabba Doo website of crafts and activities that don’t have anything to do with cereal is a great example. Try to riff on themes like movie night recipes, a before-school fitness routine, or fun ideas to get kids off their devices at night. Make sure families see your content by promoting it in kid-safe and co-viewed online environments. The main message here is that in the new normal, the kids’ space has shifted and the rules for branding and marketing have changed. Think about delivering value to your consumers beyond your brand message — these are the brands that will win over consumers in the long run. » As director of business development for North America, Tiffany Tasker leads strategic planning for SuperAwesome’s customers, the company that powers kids’ internet. Its kidtech platform is used by hundreds of companies to ensure that digital engagement with kids is safe, private, and compliant with laws such as COPPA, GDPR-K, CCPA, and more. The company is at the forefront of the kidtech space defining standards for the kids’ digital media ecosystem.
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MOVED TO ACTION
Delanie West, WIT’s new diversity and inclusion chair, is changing the way we think about the toy industry. by MARY KAY RUSSELL, executive director of Women in Toys, Licensing & Entertainment WOMEN IN TOYS, LICENSING AND Entertainment (WIT) has never been more committed to raising the bar on diversity and inclusion, and recently appointed Delanie West as chairman of its Diversity & Inclusion (D&I) Committee to galvanize our efforts. West is the founding creative director at Be Super Creative, a product development and design consultancy; COO at Healthy Roots Dolls; and partner and chief strategy officer at Black Creatives, a global network of more than 15,000 professionals in the fields of communications, media, advertising, technology, and fashion. We want you to get to know Delanie and learn about why she is the right person for this role within WIT. This candid conversation reveals the challenges she has experienced and observed surrounding diversity and inclusion within our industry, and how she and WIT plan to help solve them. Women in Toys: What first attracted you to WIT? Delanie West: My first run-in with WIT was at New York Toy Fair, when I stumbled across its booth and instinctively knew I needed to learn more. I quickly discovered that WIT brought women in our industry together and connected them in ways I had never experienced before. As a woman — and a woman of color — opportunities to grow and level up in my career were few and far between. Mentorship in particular just wasn’t readily available. In fact, I was lacking the exposure to more professional development. Once I learned more about WIT’s programming, resources, and opportunities to network and collaborate with other professionals like me, I knew I had to get involved. WIT: Why do you think it was important
for you to chair the WIT D&I Committee? DW: After 20 years of experience, I’ve seen first-hand that issues of bias and racism are as pervasive in our industry as they are in many industries — and we’re overdue for change. I know that WIT is uniquely positioned to impact our industry, advocate for diverse voices, and create lasting change. WIT: What experience can you draw from that will help you succeed in this new role? DW: I’m already deeply involved in helping Black women, and plan to use my sphere of influence to help clear the path for others like me. As a product development researcher, I am acutely aware that innovation and profitability are influenced by diverse teams. Company culture is an important dimension here, to ensure the highest probability of diversity. Further to that, a mindset that establishes an open and inclusive environment drives better communication, and a broader range of perspectives helps to make products stronger and user experiences better. I want to bring that mindset to our community, and together with our D&I Committee, WIT can improve and shape our industry culture. WIT: What are the main goals of WIT’s D&I Committee? DW: Our goal is simple: create and advocate for a more diverse and inclusive
Delanie West
toy, licensing, and entertainment industry where everyone feels they belong. Our work has just begun with having the hard conversations about our industry’s lack of diversity and putting the right programming, initiatives, and recruitment efforts in place to change the disparity. WIT: More specifically, what D&I efforts is WIT focused on now? Can you share some of the initiatives your committee is working on and action steps that you’re taking? DW: With the recent racial unrest happening around us, we at WIT were moved to take action because of the lack of representation of Black women in our industry. We have recently launched our Black Women in Toys, Licensing & Entertainment (B-WIT) initiative to address this continued on page 98
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SPIN MASTER REVS UP SUPERCROSS DEAL
The Toy Book catches up with Vice President of Marketing and Global Business Unit Lead, Boys Adam Hyman about Spin Master’s expanded partnership with Feld Entertainment Inc. as master toy licensee for Supercross. Toy Book: What are some of the criteria for how Spin Master chooses its licensing partners? How does the Supercross license fit in with the company’s key growth strategies? Adam Hyman: Spin Master wants to work with the best of the best on long-term, evergreen licenses. We like to work with companies we can truly partner with, and our relationship with Feld Entertainment is a perfect example of this. This five-year licensing agreement with Supercross expands on our current relationship with Feld’s Monster Jam brand. This new agreement with Supercross delivers on a number of Spin Master’s key growth strategies, including expanding global sales and innovating across our portfolio by winning new licenses. It also represents an expanding presence for us in the wheels category. TB: Spin Master already has a successful Monster Jam line under license with Feld Entertainment. What have you learned from creating and marketing Monster Jam items that carried over into product development for Supercross toys? AH: Our re-envisioned Monster Jam toy line launched in January 2019 and has outpaced sales expectations, receiving global praise from kids and fans. Along the way we have learned a lot about attention to every detail and the voice of the collectors in the community that we truly value. It’s [about] finding the balance of creating fun products that kids will love and can help them recreate the excitement of the live show at home, while also being something collectors are proud to display.
TB: What Supercross products will be available this spring? How will these items enhance the way fans interact with the brand? AH: In the spring, we will launch two items: 1:24 Die Cast Bikes with Rider and 1:10 Collector Scale Bikes. Our 1:24-scale bike and riders will come with real bike manufacturer and rider details, as well as a truly innovative Race Ring to help kids be able to do tricks and races with multiple bikes at once. The 1:10 scale will be super fun to play with while also [having] all the amazing detail we have shown we are able to provide in our Monster Jam 1:24 scale trucks. TB: What innovations or new technology did you have to come up with to design toys that are based on motorcycle racing and two-wheel play? AH: We have made two big additions to the line: an articulated Race Ring and the authentic manufacturer and rider details that cannot be compared. Keep in mind this is only the first wave of product! We have some amazing product innovation and new price points in the pipeline – but I can’t talk about those just yet. TB: What differences do you have to consider in creating R/C toys based on an existing brand versus an
unlicensed line? AH: The biggest thing we take into consideration is being authentic to the brand and license. We always want to make sure the product we make ties into the core values of our partners and that we match our expertise in innovation and marketing to amplify their strengths. TB: What advice would you give to other toy companies who are creating new products and marketing strategies during the COVID-19 era? AH: For Spin Master, it’s about continuous innovation, attention to detail, and reimagining play experiences. We never veer from those core values and it is what drives our product success. Together with our marketing teams, we deliver what’s new and fresh to existing fans and new consumers. COVID-19 has caused global disruption, but focusing on values combined with strategic marketing plans and continuous support for retail partners is my best advice. Kids and their parents continue to look for ways to be entertained and have new play experiences at home. We can’t wait for spring [when we can] unveil the Supercross lineup that’s going to create extended play opportunities for kids and fans of the brand. »
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BONKERS TOYS Bonkers Toys is launching the Braille Skateboarding Mystery SK8 Builder Set — Series 2. Each set includes a collector wheel storage case, four finger boards, advanced trucks, a construction tool, mini-stickers, a ramp, and a grind rail. The finger boards feature replicas of actual skateboards from the Skate Anything series on the Braille Skateboarding YouTube channel, including the Giant Spoon, Kayak, and Centipede. The set is designed for kids ages 3 and up. The Trinity & Beyond Mystery Heart Jewelry Box — Series 2 features three surprise buildable mystery figures inspired by Trinity and Madison from the Trinity & Beyond YouTube channel, including Snow Princess Trinity, Ladybug Madison, and more. It also includes secret storage compartments, a fashion mirror, jewelry, hair accessories, and interchangeable charms that kids ages 3 and up can use throughout the entire Trinity & Beyond toy line. Kids can mix and match the figures’ faces, outfits, and shoes to make custom characters. Braille Skateboarding Mystery SK8 Builder Set
PLAYMONSTER PlayMonster adds the Gladius AC-75 Drop Ship to its Snap Ships line. With this 124-piece building set, kids ages 8 and up can assemble the Gladius Drop Ship, the Forge’s largest and most heavily armed ship. The ship features a missile rack for ground attacks, a pulse laser, and a heavy-life engine. This set also comes with 24 accessories.
WOWWEE WowWee expands its Power Treads line with the Power Treads Nitro Stunt Pack, which allows for Power Treads vehicles to conquer steeper hills. Kids ages 5 and up can build the all-surface vehicles, then create their own custom course. The Nitro Stunt Pack features 15 modular track pieces in bold, new colors, plus new Nitro Climbers. The set is compatible with first generation Power Treads packs and includes more than 30 pieces.
HOG WILD
Hog Wild is launching Whirly Gig, a colorful, bubble-and-solution wand that kids can whirl to make bubbles. The bubble solution is sealed in the container that is part of the Whirly Gig design, making it portable and mess free. Parents can refill the solution for more bubble fun. The Chocolate Bunny Popper is designed to look like a chocolate bunny found in Easter baskets — except this bunny can shoot its own Easter-themed, rainbow-colored dingle berries up to 20 feet. The bunny includes six safe foam balls. Both toys are designed for kids ages 4 and up.
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HORIZON GROUP USA Horizon Group USA will add three new tie-dye kits to its It’s So Me! line: Tie Dye Fashion Bandanas, Tie Dye Tote Bag, and Tie Dye Backpack. Kids can customize their accessories with trendy twists and stripes and the rainbow iron-on transfer. They can also use the instructions to learn how to personalize their own clothing in addition to the included accessory. Designed for kids ages 8 and up, these kits will be available in the spring.
CHANNEL CRAFT Channel Craft will expand Triazzles, its series of mosaic puzzles with triangular pieces that players can remove from the game board, mix up, and replace so that each picture matches. The new Travel Triazzles will provide a challenge on the go. Each set features nine magnetic pieces kept in a bi-fold booklet with interpretive text.
EPOCH GAMES
With the Super Mario Balancing Game Assortment from Epoch Games, kids ages 4 and up can warp into the world of Super Mario. On their turn, players roll the die to determine how many of the figures to place on or take off the two-tier balancing stage. If the stage shakes and the characters fall off, that player loses. Each game includes four unique character figures, including Mario, Princess Peach, Boo, Yoshi, and more. Kids can collect and connect all three games in the assortment for a larger, more challenging stage.
Cry Babies Tutti Frutti Mel
IMC TOYS IMC Toys introduces a new theme to its Cry Babies line with Cry Babies Tutti Frutti Mel and Ella. These Cry Babies are scented to match their fruit-themed pajamas — Mel is dressed and scented like a watermelon, and Ella is dressed and scentedlike a strawberry. When kids take away their pacifiers, the dolls cry real tears and make realistic baby sounds, then they’ll stop crying when kids give them their pacifiers back. Designed for kids ages 18 months and up, Cry Babies Tutti Frutti dolls will be available in January and sold separately. This January, there will also be 12 new, fruit-scented Cry Babies Magic Tears Tutti Frutti characters. Kids can feed the collectible dolls their magic smoothie bottle, squeeze their bellies, and watch as they cry colorful “Jellies.” There are six different Jellies color tears for kids to discover. Each Tutti Frutti character comes in a smoothie-shaped house and comes with a mini smoothie bottle, a pacifier, a personalized sticker sheet, and accessories that match the smoothie’s fruit. Cry Babies Magic Tears Tutti Frutti characters are designed for kids ages 3 and up.
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SUNNY DAYS ENTERTAINMENT Kids ages 5 and up can unwind the yarn ball to uncover 12 surprises with Ravel Tales Series 2 from Sunny Days Entertainment. The unboxing reveals include a plush pet, pompoms, a pillow bed, and DIY activities, such as making charm bracelets and pet collars.
TOMY TOMY will expand its Ricky Zoom line with four new products. Maxwell’s Transforming Trailer Playset features Ricky, Maxwell, and a transforming service station on wheels that has six interactive features for kids to explore. The Wind & Launch Playset Assortment features Ricky Zoom figures that come with a wind-up launcher. Kids can place the character into the launcher, wind it up, then watch as the figure races away with a burst of speed. Ricky comes dressed as his favorite hero in the Steel Awesome Multi-Pack. This set comes with exclusive 3-inch figures of Ricky (in costume) and Loop, and a 4-inch figure of Steel Awesome. Kids can use the toy screwdriver and socket wrench to build and take apart Fix It DJ. After kids put it together, the 7-inch DJ features free-rolling wheels for push-along play. The tools also attach to DJ when not in use. All of these new Ricky Zoom toys are designed for kids ages 3 and up.
PLAYMOBIL Kids ages 4 and up can explore the zoo and learn about different animals with the Playmobil Large City Zoo, which features a penguin habitat, viewing platforms, and a souvenir shop. The set includes six figures, an adult giraffe, a baby giraffe, two adult penguins, four baby penguins, a pelican, fish with a bucket, a bicycle with a cart, postcards, a cash register, a camera, fencing, and other accessories. The Playmobil Large County Fair features a light-up flying swings ride, a boat swings ride, and a candy stand. Kids ages 4 and up can lower the lap bar before the ride begins and use the crank to rotate the flying swings. The boat swings feature rotating knobs at both ends of the ride that kids can use to set the boats in motion. Each boat fits two figures, either sitting or standing. The set includes 11 figures, a cash register, a cooler, a stroller, and other accessories. The Playmobil Snow Beast Expedition features a snow vehicle with large tires that kids ages 6 and up can use to search for a mythical snow creature. Adventurers can also use the skis to explore places where the off-road vehicle can’t quite fit. The set includes a figure, a Yeti, skis, poles, a backpack, and other accessories.
Ricky Zoom Steel Awesome Multi-Pack
Playmobil Large City Zoo
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THAMES & KOSMOS In the spring, Thames & Kosmos will add five new kits to its Creatto line. These building kits are made up of plastic components that kids ages 8 and up can weave together into 3D creations. The new kit themes are Northern Lights Polar Bear & Winter Pals, Luminous Lion & Serengeti Sidekicks, Glowing Panda & Monochrome Crew, Shining Sweetheart & Lovable Stuff, and Soaring Dragon & Flying Friends. Each set comes with instructions for four different configurations. The company will also add two titles to the EXIT: The Game series: The Lost Temple and The Lonely Lighthouse. Unlike previous EXIT games, these new titles feature riddles hidden within jigsaw puzzles. Each game contains four jigsaw puzzles, which players find and assemble one at a time during the course of play. Each puzzle creates an image that contains riddles that show players what they need to find in the game, what the rooms look like, and how to end the game. The Lost Temple is designed for kids ages 10 and up, while The Lonely Lighthouse is designed for kids ages 12 and up.
GEOMAGWORLD Geomagworld adds three new shapes to the Original Magicube system: the half cube, the quarter circle, and the half sphere. Kids can magnetically attach characters, animals, structures, and wheeled vehicles to the building blocks. In the spring, the company will introduce four new sets to the line with piece counts ranging from 6-32 cubes. Geomagworld will also introduce the Color Try Me Line, which lets kids try out the magnetism of the cubes.The Try Me items will be available as 16-, 24-, and 64-cube sets. New Magicube cubes are made with 100% recycled plastics.
TONIES This spring, tonies will introduce three new Content Tonies and two new Creative Tonies. Tonies are designed for kids ages 3 and up and are compatible with the Toniebox, a screen-free audio system on which kids can place Tonie figures to hear audio content. The Guess How Much I Love You and Room on the Broom Content Tonies each come with a figure inspired by the story and play an audiobook of each title. The Aladdin Tonie features an Aladdin figure that plays a story and songs inspired by the animated Disney movie. The company will also expand its Creative Tonies offerings with Superhero Girl and Superhero Boy designs, which can hold up to 90 minutes of audio content.
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WINNING MOVES GAMES
In Words Over Easy from Winning Moves Games 2-4 players ages 8 and up pop the Letter Eggs into the Egg Sorter to see which letters they can use to spell words. Letter Eggs that fall into the green side are good, while Letter Eggs that land on the red side are rotten. Players scramble to come up with words using all of the letters from the “good eggs” and none of the letters from the “rotten eggs.” Trashed is a game for 2-4 players inspired by the old-time card game Garbage. The goal is to get the cards lined up in the right order from one to 10 while looking out for the terrible Trashed card. Wild cards allow for big turns, while Stop cards will stop players in their tracks. The game is suitable for players ages 8 and up. The Rubik’s Pocket Cube is a pocket-sized version of the classic Rubik’s Cube. Designed for kids ages 8 and up, the cube features six different sides, each made up of nine colorful squares. The aim is to try to twist and turn the Rubik’s Cube back to its original state with every side featuring one solid color. The Rubik’s Pyramid is a four-sided, triangular-shaped twisty puzzle with molded, plastic pieces. The goal is to try to twist and turn the puzzle back to its original state, with every side featuring one solid color. Designed for kids ages 7 and up, this Rubik’s puzzle is easier to solve than the classic Rubik’s Cube.
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NIKKO TOYS
The Nano Trax R/C from Nikko Toys makes 360-degree spins on any surface. Kids ages 6 and up can perform wheelies and control the vehicle with the full-function remote. Kids ages 6 and up can race the Nikko Racing Boat on the water. The 1:16-scale muscle boat features an 80foot range and travels 1.5 mph on the water. A red LED light on the controller flashes to alert kids when the boat’s battery is low. The Road Rippers Snap & Play Monster Attacks sets include pieces that kids ages 3 and up can use to build both a vehicle and a monster. The included accessory weapons and armor can snap on to both the vehicle and the monster, so kids can customize the figures. All three products will be available next spring.
Nano Trax
EDUCATIONAL INSIGHTS
Educational Insights’ Circuit Explorer line, a snap-together building system designed for kids ages 6 and up, expands retail availability in 2021 with three sets: Rocket, Rover, and Base Station. Kids can line up GeoSafari the circuitry graphics on the oversized pieces and snap them together to Jr. Kidscope build a fully powered, large-scale, space-themed world. They can follow the easy instructions to build the included models or design a light-up build of their own. Available in January, these sets are sold separately. Educational Insights’ Design and Drill Bolt Buddies line expands with three new playsets next year, including Fire Truck, Rescue Helicopter, and Police Motorcycle. Kids ages 3 and up snap together the pieces, then use the kidfriendly power drill to attach the included colorful bolts. Each set features eco-friendly packaging that becomes a playset for kids to engage in imaginative play. Each set also comes with Bolt Buddy and animal figures. Designed for kids ages 5 and up, the GeoSafari Jr. Kidscope features kid-friendly magnification and printed slides to introduce kids to microscopes. The scientific microscope features a rotating stage, a double-eye viewer, a focus knob, an LED light, and a slide storage drawer. Available in March, the set includes 45 images contained on 15 slides. Designed for kids ages 3 and up, the Sneaky, Snacky Squirrel Game 10th Birthday Edition, is a special collector’s edition of the game that features special packaging with fuzzy flocking, gold foiling, and a 10 Year Birthday Edition foil sticker. This anniversary edition will be available in January.
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HAND2MIND NKOK The Dodge Charger SRT Hellcat and the Dodge Challenger SRT Demon are getting the R/C treatment from NKOK. The 1:16-scale, R/C vehicles feature a turbo button that send them into hyperdrive. The vehicles also have Dodge Charger SRT Hellcat and Dodge Challenger SRT Demon crash-resistant PVC bodies that feature colorful artwork. NKOK will also introduce the next evolution of Mean Machines monster trucks. These 1:14- and 1:24-scale trucks each have a personality, featuring vibrant colors and original illustrations. The 1:14-scale trucks feature an LED light bar, while all of the trucks come with a collectible sticker. Vehicle styles in the collection include the RAM 1500 Rebel, the Ford 150 Raptor, and the Jeep Wrangler Rubicon.
FAR OUT TOYS In January, Far Out Toys will launch a new line of collectible dolls based on the YouTube channel Kids Diana Show. Working with pocket. watch, the company will launch the collectible toys under the Love, Diana brand, which includes a line of 2.5-inch mini-figurines and accessories called Princess of Play, as well as 3.5inch dolls, accessories, playsets, and pets under the Fashion Fabulous umbrella.
BREYER Each year, Breyer releases a limited-edition (available for one year only) Horse of the Year — and 2021 will feature Hope, Horse of the Year. Breyer partnered with Covenant House, an organization that provides food, shelter, immediate crisis care, and other in-house programs to support young adults experiencing homelessness across the U.S., Canada, and Latin America. Starting in January, every Hope, Horse of the Year figure sold, Breyer will donate $1 to Covenant House.
The World of Gemstones Science Lab Kit from hand2mind introduces kids to the concept of culture and how our differences make us unique. The activity guide takes kids around the world to dig up real gemstones and learn cultural facts about how they are used in different countries. It also features a display box for all of their gemstones. This kit is designed for kids ages 8 and up. The Dig into Paleontology Science Lab Kit introduces kids to prehistoric Earth as they go through missions with real land and sea fossils. Kids ages 8 and up will learn about the evolution of plants and animals with this kit. The reusable package turns into a display case. Designed for kids ages 8 and up, Coding Charms help kids learn about algorithms, sequencing, variables, binary coding, and more while they make 10 keychain charms. This screen-free kit encourages kids to be creative and experiment with 18 designs and 16 key chains. It also features a 44-page activity book and a storage case. With Craft Stick Creations, kids ages 8 and up can use craft sticks and other materials to build a catapult, a craft stick explosion, a Ferris wheel, and more, while exploring real-world connections to energy, forces, and motion. The 44-page activity book includes 10 STEM activities and “Think Bigger” challenges that encourage creative problem solving. hand2mind’s Take-a-Breath Boards support social emotional learning through hands-on, easy-to-use tools. These boards help kids to develop mindfulness and self-management skills through fun, colorful graphics. Each board has finger paths that incorporate tactile prompts for inhaling, exhaling, and pausing to guide kids ages 3 and up through breathing exercises, including the Rainbow Breath, Star Breath, Laddered Breath, and more. All of the above hand2mind products will be available in January.
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INSIGHT EDITIONS Insight Editions will publish the 48-page L.O.L. Surprise! Easter Egg Hunt art activity book in March. Kids can join their favorite B.B.s in a game of hide-and-seek on every page of the interactive book, using the spyglass hidden inside to reveal characters and secret messages. In May, kids can follow the story of the Jurassic Park and Jurassic World sagas in Jurassic World: The Ultimate Pop-Up Book. Designed for all ages, the book features 360-degree pop-ups that depict the T. rex, the Velociraptor, and other prehistoric favorites. The book also features interactive pull tabs and hidden surprises. Godzilla vs. Kong: Sometimes Friends Fight (But They Always Make Up After) is an interactive board book that teaches kids that making new friends isn’t always easy, even for two giant monsters. It features adorable artwork and tips on how to be a good friend. It will be available in April. In another interactive board book, Jim Henson’s Labyrinth: Straight to the Castle, kids follow Sarah and Hoggle as they make their way through the labyrinth to the Goblin King’s castle. Available in February, the book features interactive elements, such as pull tabs, sliding blocks, and lift-the-flaps. Kids can explore the dark side of the most haunted holiday with Star Wars: A Ghoul-actic Halloween. Publishing in May, this art activity book features step-by-step instructions that show readers how to construct and color themed 3D pop-ups.
JAZWARES Based on Entertainment One’s Peppa Pig series that airs on Nick Jr., the Peppa’s Ice Cream Party Deluxe Playtime Set from Jazwares comes with six characters, including Peppa Pig, Mummy Pig, George Pig, Rebecca Rabbit, Candy Cat, and a surprise friend figure, each wearing an exclusive ice cream outfit. Kids can choose a flavor, ring it up at the cash register, then have the characters enjoy the desserts under the umbrella table. Kids can place the figures behind the ice cream frame to take photos and flip the present kiosk for another fun surprise.
LEARNING RESOURCES Next fall, Learning Resources will expand its Spike the Fine Motor Hedgehog toy into a line of four toddler toys, including the Spike the Fine Motor Hedgehog Fidget Friend. Kids ages 2 and up can push, twist, turn, and pop the six fidget mechanisms on the hedgehog, including spinners, knobs, and buttons all designed for small hands. Kids ages 3 and up can explore their emotions with the Big Feelings Pineapple, which features 26 changeable face pieces and a set of hands. It features two sides, so kids can construct two faces at once. The pineapple includes a guide with tips for introducing social-emotional learning activities. When kids are done playing, all of the pieces store inside the pineapple. The company will also expand its Fine Motor Friends line with Huey the Fine Motor Hippo. Babies ages 18 months and up can practice fine motor skills and start learning colors, shapes, and numbers as they place Huey’s five, double-sided bird friends into the spaces on his back. The Coding Critters line will also expand with Coding Critters MagiCoders: Sprinkles and Drago. These new sets feature magical creatures (Sprinkles the Unicorn and Drago the Dragon), which kids ages 4 and up can use to complete coding challenges from the included storybook. Each set includes a magic wand controller. Huey the Fine Motor Hippo
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PHOENIX INTERNATIONAL PUBLICATIONS Phoenix International Publications’ PI Kids will release two new titles in February. In Disney Growing up Stories: Happy Birthday Party, kids can follow the adventures of Huey, Dewey, Louie, and their friends as they show how to be the best birthday party hosts and guests. Kids can press seven buttons to hear the “Happy Birthday” song and party sounds that fit in the story. Kids can press the squishy button on the Eric Carle Squishy Book to hear “If You’re Happy and You Know It” while they explore the forest with The Very Hungry Caterpillar. The book features Eric Carle’s classic, collage-style artwork. In April, the company will publish Marvel Spider-Man: It’s Spider Time. In this book, a trio of Spideys stand up to the sinister Symbiote. The book features six sounds to add to the story.
THE LEARNING JOURNEY The Learning Journey will introduce the Techno Gears Marble Mania — Catapult 2.0, a colorful marble run with more than 80 pieces. Kids ages 6 and up can construct an action-packed marble maze with twists, turns, and drops as they learn lessons in architecture and engineering. The set includes a marble launcher that shoots the marbles up to the top run. All Techno Gears Marble Mania sets work together.
BESTWAY Bestway’s H2OGO! Cascade Cove Kids’ Inflatable Water Park inflates in less than two minutes with the included blower. Made for kids ages 5 and up, the inflatable features a climbing wall, a curved slide, a tunnel at the bottom of the slide with a surprise sprinkler, a built-in water blaster, and a play pool. The double-stitched material adds increased durability. With the H2OGO! Splash Course Kids’ Inflatable Water Park, kids ages 5 and up can compete in a relay race and speed through the different obstacles, such as jumping through a wall of water, dodging a sprinkler ball, and dashing around inflatable punching bags. Six small flags are included for H2OGO! Splash Course Kids the race. At the top of the tower, there is a sprayer to keep the slide Inflatable Water Park slick, and mesh walls provide added safety. Multiple kids can play together under the H2OGO! Jumbo Giraffe Inflatable Sprinkler’s cooling mist. Designed for kids ages 2 and up, the water sprayer stands more than 6 feet tall and has a water chamber in each leg and ground stakes to keep it stable. The H2OGO! Fantastic Aquarium Inflatable Kids Water Play Center features a detachable slide, palm tree-shaped sprinklers, a ring toss, and more. Designed for kids ages 2 and up, the play center also has an easy-to-use drain valve to release the pool water for easy clean up and storage. Whether kids are just getting used to splashing or they’ve been swimming for years, the H2OGO! Sea Captain Family Pool will give them a fun day outside. The removable UV Careful sunshade will keep kids cool and safely out of the sun’s direct rays. Designed for kids ages 3 and up, the Sea Captain pool has a built-in steering wheel with a horn for kids to pretend that they’re the captain of the ship. All of the items mentioned above will be available in the spring.
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MGA ENTERTAINMENT MGA Entertainment introduces the L.O.L. Surprise! O.M.G. Remix Fashion Dolls. Each of the four dolls — Kitty K, Pop B.B., Honeylicious, and Lonestar — represents a genre of music, including pop, R&B, hip-hop, and country. Each doll has styled hair and comes with additional fashions and a full-size record that plays music. Na! Na! Na! Surprise Ultimate Surprise features a taller, 11-inch Na! Na! Na! Surprise fashion doll inside a pom-shaped purse. Kids ages 5 and up can enjoy a bigger confetti balloon unboxing experience and discover fashions and accessories to customize each doll. The Rainbow High Fashion Studio includes a variety of fashions and accessories that kids can mix and match to create more than 300 looks for their Rainbow High dolls. The set includes an exclusive Avery Styles doll.
The Animal
SPIN MASTER Spin Master unleashes The Animal, the world’s first truck that unboxes itself. Kids ages 4 and up will have to make The Animal angry enough to claw its way out of its box to reveal a 4x4 truck with claws that come out of its wheels to tackle obstacles. The Animal features glowing eyes and sounds, and can be placed back in its box to repeat the unboxing experience again and again. Present Pets are gifts that unbox themselves. Kids will discover one of two possible surprise interactive pets packed inside each box. Present Pets feature more than 100 sounds and actions. Created in partnership with the popular Calm meditation app, Calm Puzzles from Spin Master Games each feature one of four different zen landscapes. Each jigsaw puzzle includes a free, three-month subscription to the app. Spin Master’s inkFLUENCER brand is a tween-focused stationery, craft, and activities line inspired by fashion and influencers. With the inkFLUENCER Style N Create Light Desk, kids ages 8 and up can design clothing stickers for eight included models.The inkFLUNENCER Click N Color Marker Set includes a special stylus with 32 marker tips in a variety of colors.
GEOMAGWORLD Geomagworld adds to its eco-friendly product range, which features products manufactured almost entirely from recycled materials. The Supercolor Panels line includes colorful 35-piece, 52-piece, and 78piece sets, which feature magnetic rods, panels, and bases all made entirely out of recycled plastic. The sets come in storage boxes, which are also made from recycled plastic.
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ZING Zing’s Go Go Bird is an R/C flying bird that integrates a lightweight body design, infrared sensing, and a wireless remote control. With a six-axis sensor inside, kids can complete the Go Go Bird’s smart take-off by hand to then fly through its environment. And, thanks to its integrated obstacle-avoiding technology, the R/C will automatically turn around once it gets within six feet of potential obstacles to avoid crashes. Available in red and blue for kids ages 8 and up, Go Go Bird can fly distances of up to 100 feet.
DOLCE Primo Kangaroo
MAGFORMERS Magformers introduces the 61-piece Magformers Backyard Adventure Set. Kids ages 3 and up can use the included, snap-together magnetic pieces to create a playhouse, a playground, and more. The set includes working lights, trees, and other accessories. The Magformers Basic Plus 14-piece Set includes an assortment of squares, triangles, and inner circle square shapes to get preschoolers started with magnetic building. The set fosters development of color and shape recognition, fine motor skills, and problem solving. Beginning builders can create original structures with the Tileblox Rainbow 20-Piece Set. The set includes eight triangles and 12 squares in rainbow colors. Kids ages 18 months and up can build colorful animals and insects with the Stick-O Forest Friends 16-Piece Set, which includes accessories such as bunny ears, flowers, and more. Babies can enjoy sensory stimulation with the DOLCE Primo Kangaroo. The plush character includes a shaker egg, a peek-a-boo door, crinkle ears, rattle rings, and a DOLCE teether.
KID TRAX The Blue’s Clues & You! Quad from Kid Trax features Blue’s ears as the handlebars, Blue-inspired sound effects, push-button acceleration, a maximum forward speed of 1.5 mph, and a 6-volt rechargeable battery. The ride-on is designed for kids ages 18 months to 3 years old. The Realtree Whipsaw UTV Ride-on Toy by Kid Trax features a Realtree Edge camo print, working LED headlights, sound effects, an FM radio, an MP3 input, foot pedal acceleration, a maximum speed of 2.5 mph, Power Trax rubber traction strip tires, and a 6-volt battery with a One Step Direct Connect Charging System. The ride-on is designed for kids ages 3-5.
Blue’s Clues & You! Quad
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ANN WILLIAMS GROUP The Craft-tastic Scratch & Sticker Journal from Ann Williams Group features a 36-page, spiral-bound journal full of scratch-off quizzes, doodles, DIY fashion design, and more activities. It also includes more than 550 colorful stickers. The Craft-tastic Mini Surprise Balls kit features everything kids need to make seven food-inspired surprise balls, including the surprises that go inside. Kids can make a bracelet with three puffy charms, place it inside a plastic capsule with confetti, then wrap and decorate it to look like a drink, popcorn, a cherry, hot chocolate, candy, sushi, or a cupcake. The Craft-tastic Sticker Palooza features more than 1,500 different stickers that kids can use to decorate all of their favorite items. Each of the 32 sticker sheets features unique designs, including tie-dye, animals, food, and more. The stickers are removable and won’t leave a sticky residue behind. These products are suitable for kids ages 7 and up.
Golden Poppy introduces The Mysterious Disappearance of Unicorn Blue, a mobile app for kids ages 6 and up. The augmented reality game features STEM tutorials and charms to help groups of friends learn while they embark on a royal quest from Princess Keela to rescue a spell-bound unicorn. Kids utilize resilience and cooperation as they head into a 3D enchanted forest to find digital clues and golden rewards. A photobooth and unicorn selfie booth are included for kids to commemorate the experience. The kit also comes with an illustrated map, a link to the download, and links to STEM tutorials, as well as satin collection purses, satin purses filled with charms, and certificates of completion for six players. The app supports family sharing of up to six devices on iOS and five on Android.
MOOSE TOYS ..... Moose Toys introduces Squeakee, an interactive pet that’s part dog, part balloon. Kids ages 5 and up can feed Squeakee and train him with his ball. Squeakee features more than 60 sounds and movements, reacts to voice commands, and includes multiple touch sensors for interactive play. Kids take on the role of stylist with the FailFix Total Makeover Pack. Each set includes a FailFix doll that needs a style overhaul. Using the included outfit, accessories, and face tools, kids can complete the makeover. There are five dolls to collect. Little Live Pets Gotta Go Flamingo sings, repeats voices, eats, and poops. Kids ages 4 and up can feed him special food that wiggles and jiggles down his neck. When he says, “uh oh, gotta go,” kids can place him on the included toilet to catch his neon poop. The Collins Key Fake Food Mystery Challenge Wheel brings home the excitement of YouTube superstars Collins and Devan Key. Kids ages 6 and up can spin the wheel and be challenged to create fake food with the included compounds, tools, and accessories.
Squeakee
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MADAME ALEXANDER Designed for kids ages 3 and up, Madame Alexander’s Kindness Club Dolls are girls with big hearts and big dreams to make the world a better place, teaching caring, kindness, empathy, and respect. These 14-inch dolls — Brooks, Rosa, Emmie, and Zola — all feature different outfits and skin tones, hair and eye colors, and hair styles. The 14-inch Sweet Smiles doll encourages kids to love, nurture, and imagine. It features a molded head and limbs with a soft, fabric body to cuddle. Designed for kids ages 2 and up, each doll has bright sleep eyes; delicate features; a removable, jersey-knit dress with either a kitty or a bunny design; leggings; a headband or hat; and a bottle. The Sweet Smiles dolls are available in a variety of skin tones and eye colors. My Little Girl is a toddler doll with hair that’s ready to be styled. This 14-inch doll has a soft, fabric body with a molded head and limbs. Styled with curly pigtails, the doll wears Kindness Club Dolls a polka-dot jumper, a striped T-shirt, pink leggings, and a headband, and comes with her own comb and brush. My Little Girl dolls are available in a variety of skin tones and eye colors.
FUNKO Funko creates a satisfying fidget experience and explores kids’ creativity with Snapsies. Kids can use the interactive snap technology to build unique figures. The miniature toys can be completely customized in thousands of colorful combinations.
NEW BRIGHT Kids ages 8 and up can rule the road with New Bright’s 1:8-scale, 22-inch R/C App Driver Ford Bronco. This new R/C vehicle features suspension, oversized tires, working lights, and more. Kids can drive the Bronco with the included, joystick-style transmitter or download the free companion app to control it with a smart device. The app features four modes that allows kids to shift through gears on a virtual dashboard in touch screen mode, drive using the device’s built-in motion sensors in tilt mode, create a visual path in draw mode, or lay out a course in code mode.
WREBBIT 3D Wrebbit 3D Puzzles expands its Castles and Cathedrals collection with the 830-piece Notre-Dame de Paris 3D Jigsaw Puzzle. Teens ages 14 and up can build their own copy of the famous cathedral with Wrebbit’s foam-backed pieces, which provide a snug fig and a sturdy design.
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GOLIATH Goliath’s Harry Potter — Reveal the Death Eaters invites kids ages 12 and up to discover the hidden Death Eaters among them. Players cycle through day and night and try to figure out and vote on who’s a Death Eater before they’re caught. Eight to 29 players are either wizards of Dumbledore’s Army or secretly Death Eaters. OK Boomer helps players ages 18 and up decipher whether they’re out of touch or have a strong trivia knowledge. Two to eight players separate into Old School and New School teams to answer questions about pop culture from the opposing team’s era. If players are all around the same age, then it’s every person for themselves. OK Boomer includes 220 cards with four types of questions. Players ages 8 and up face high-speed pressure in Speedy Scribbles. In this game designed for 4-8 players, kids read 20 words in 20 seconds and all other players try to sketch an image to help them remember that word later. Players earn one point for each word correctly remembered and can steal words if an opponent guesses incorrectly. Players ages 13 and up try to break out of prison after being wrongfully accused of a crime in The Escape Game: Escape from Iron Gate. Players move through four areas of the board to break free and earn items on the way by completing puzzles, drawing, acting, and trading. The first person to pass through the Final Gate wins the game. What’s in Ned’s Head? is designed for 2-4 players ages 4 and up. Kids reach inside Ned’s ears and nostrils to discover an object that matches what’s on the card they’ve been given. The first player to discover the correct object wins.
BESTWAY The Up, In & Over Energetic Elephant Bouncer from Bestway features fun elephant graphics, mesh sidewalls, and elephant ears that move with each bounce. The built-in pump inflates and deflates the bouncer in three minutes. Designed for kids ages 3 and up, this bouncer can be used inside or outside. The H2OGO! Snow Winter Swirl Snow Tube and H2OGO! Snow Arctic Rush 48-inch Inflatable Snow Tube are both made with weather-resistant Polar-Shield material to avoid freezing or cracking in cold temperatures. The tubes also feature two oversized handles that are designed to fit gloves and bright, vibrant graphics. Designed for kids ages 6 and up, these tubes provide a safe and sturdy ride and a three-way interlocking release valve that makes inflation and deflation easy. For a ride with more flair, the H2OGO! Snow Unicorn Inflatable Snow Tube also features magical unicorn graphics with all the same features.
Up, In & Over Energetic Elephant Bouncer
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FAT BRAIN TOYS Fat Brain Toys introduces a vibrant stack-and-discover experience with the Dimple Stack. Kids ages 6 months and up are engaged as they touch, push, pop, and stack the silicone bubbles that feature unique textures. Kids ages 8 and up race to beat the clock with In-SAND-ity. Using one hand, they have to keep sand flowing by flipping and moving the sand timers one at a time to an empty space. When a sand timer runs out, the opposing player gets to start. Whoever runs out their chosen time on the clock first wins the game. Designed for kids ages 10 months and up, Dizzy Bees fascinate little fingers and soothe sore gums. Three bees connect magnetically to stack on the reversable honeycomb base. Kids can spin them, wobble them, and pull them apart to explore each one. Each edge of Quubi is connected by elastic bands for kids ages 6 months and up to bend and twist. It features rubbery, textured beads that spin and slide for an extra boost of sensory fun. Players take turns placing weights onto a wheel in Weight For It. The goal is for kids ages 8 and up to make the wheel rotate and correctly align the arrow with the number that’s on their number card. If they line it up just right, they get a point, but if they get it wrong, they will have to wait to try again. The first player to win three points wins the game. Timber Tots Apple Delight Bakery features a carousel full of delicious treats, a cash register, a dining room, and more. Kids ages 2 and up can press the big green button on the top to make it spin around. Everything stores inside the set, which includes a carrying handle for on-the-go play. Dimple Stack
NIKKO TOYS Nikko Toys introduces the ProTrucks collection of R/C racers. Kids can hit the trail and traverse dirt, sand, mud, and snow thanks to the splash- and dust-proof, water-tight, sealed chassis. Each vehicle is ready to run and includes a quick-charge USB battery. Omni X features unique wheel-in-wheel construction that kids can use to race and drift their R/C vehicle in any direction. The included remote features traditional controls and a trio of instantaccess buttons for special actions. Road Rippers Speed Swipe cars are activated by the wave of a hand. The more kids swipe their hand over the top of the car, the more it revs and the further it will race. Preschoolers can build essential vehicles with the Machine Makers: City Service collection. The Fire Truck, Garbage Truck, and Toy Truck each come with a driver action figure, a screwdriver, and mix-and-match parts.
WORLD OF EPI The Fresh Dolls from World of EPI is a collection of mixed-race and multicultural dolls, created for kids to see themselves reflected in their toys. Each 11.5-inch doll has a custom blended skin tone, hair color, curl, and style, and unique facial features and body sculpting for authentic representation. Kids can bend and pose all of their dolls, which have five points of articulation in the knees, hips, shoulders, elbows, and neck. The assortment includes Marisol, Lynette, Mia, Lexi, Ebony, and Skylar. Items in The Fresh Dolls Fashion Packs fit on any Fresh Doll. The Fresh Dolls Strawberry Smoothie Fashion Pack comes with a pink dress, a strawberry swirl faux fur jacket, pink stilettos, and a white clutch. Comfortable ‘n Casual, Sporty ‘n Sassy, Sleek Snake Print Dress, and So Fresh Skirt Set fashion packs are also available.
Fresh Dolls
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Star Wars The Child Animatronic Edition Toy
HASBRO FUNKO GAMES Kids can explore the iconic ghost-infested manor with Funko Games’ Disney The Haunted Mansion Game. A rotating, endless hallway changes players’ positions as they try to find their way around. The game features 99 unique ghost cards with illustrations inspired by the original Haunted Mansion.
Hasbro expands its Play-Doh line with the PlayDoh Kitchen Creations Candy Delight Playset for kids ages 3 and up. Kids can use the Play-Doh candy factory to create their own pretend gummy bears, candy bars, and candy cups. They can fill the top with Play-Doh compound and turn the crank on the candy machine to see the candies pour out. Kids can also scoop the creations into the pretend candy buckets to share with friends. The set comes with five cans of nontoxic Play-Doh compound. Furreal Mama Josie the Kangaroo Pet comes with three baby joeys: a girl, a boy, and a surprise gender. Mama Josie responds to touch with more than 70 sounds and motions, including little kisses, burps, and more. Kids ages 4 and up can watch as she does a hopping dance and plays music at the same time. Hasbro’s Star Wars collection continues with the Star Wars The Child Animatronic Edition Toy. Based on the character from Disney+’s The Mandalorian, this toy features sounds and motorized movement sequences. Kids can touch the top of The Child’s head to activate more than 25 sound and motion combinations. It giggles, babbles, and more while its head moves up and down, its ears move back and forth, and its eyes open and close. It uses the power of the Force while it raises its arm, closes its eyes, and sighs, just as it does in the show. The figure comes with a Mandalorian pendant. The Nerf Ultra Three Blaster features pump-action blasting and an eight-dart internal clip. Kids ages 8 and up can send darts flying through the air up to 120 feet. The blaster includes on-board storage for four darts and eight Nerf Ultra darts, which are compatible with any Nerf Ultra blaster.
LEAPFROG The LeapFrog LeapBuilders Blue’s Clues & You! 81-Piece Jumbo Blocks Box features a Blue character figure, easy-to-hold building blocks, and 13 double-sided learning blocks featuring letters and objects. The set also includes three double-sided building cards that show kids how to build animal friends for Blue, a pick-up truck Blue can ride on, and more. Kids can create and learn with the 33-piece LeapFrog LeapBuilders Blue’s Clues & You! Learning Letters Train. This set includes Blue and Josh figures, easy-to-hold building blocks, and 19 double-sided learning blocks that feature letters and objects. Kids can build up a train for Blue and Josh to ride on and go on an alphabet adventure. Head back to school with the LeapBuilders Blue’s Clues & You! Blue’s 123 School, a 42-piece block set that features figures of Blue, Josh, and Magenta; easy-to-hold building blocks; and eight double-sided learning blocks featuring numbers and objects. Kids can combine the learning blocks from these sets with other LeapBuilders sets that include and electronic Smart Star.
LeapFrog LeapBuilders Blue’s Clues & You! Learning Letters Train
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Retevis RT34
RETEVISTOYS JAY@PLAY With Lullabrites from Jay@Play, kids of all ages can be comforted into sleep with color-changing lights and three bedtime lullaStuffaloons bies: “Brahm’s Lullaby,” “Twinkle, Twinkle Little Star,” and “Hush Little Baby.” Kids ages 3 and up can mush their Mushabelly toy’s tummy to hear it grumble. There are 24 characters — including Mishu Shark, Arianna Unicorn, Ozzy Dinosaur — in three sizes (8-inch, 15-inch, and 36-inch) to collect. With Stuffaloons, kids ages 8 and up can decorate their own balloons. They can stuff the clear balloons with colorful confetti, sparkles, ribbon, and more. Each kit comes with 12 clear balloons, six reusable clips, and stuffing accessories.
RetevisToys’ Retevis RT34 is a set of two walkie talkies that kids ages 4 and up can use to send video and sound messages. These walkie talkies feature HD cameras and 2-inch display screens for video chats. The batteries are rechargeable with a micro USB cable. An LED flashlight is also included for nighttime adventures, emergency situations, or to use in the dark. The Retevis RA17 is a set of three long-range walkie talkies that will be available in November. Each walkie talkie features a backlit display to easily read the information, a keypad lock to prevent settings from being changed, a talk range of up to 4 km, a channel scanner; 10 call tones, and more.
ZURU ZURU adds to its Rainbocorns line with Rainbocorns Big Hair Surprise. Designed for kids ages 3 and up, this set comes with more than 30 surprises to discover, including Big Hair Boo-Boocorns, colorful hair extensions, a giant hair clip, and pop-and-swap heart gems. There are three exclusive characters — Kittycorn, Toucancorn, and Unicorn — that each feature a wacky hairstyle. The company will also expand its 5 Surprise Mini Brands line. 5 Surprise Mini Brands Series 2 launched with more than 100 new miniature versions of popular shopping brands’ items, including Heinz Ketchup, Kool-Aid, and Miracle Whip. The 5 Surprise Mini Brands Mini Mart set gives kids a place to store their Mini Brands collection. The set makes shopping sounds and comes with shelves, a freezer section, a shopping cart, a cashier stand, and four mystery minis. Then, 5 Surprise Mini Toys will launch in November. This version of 5 Surprise will feature miniature replicas of products from popular toy brands, along with toy shop accessories. There are more than 60 miniatures to collect, including rare and super-rare variants. All 5 Surprise items are designed for kids ages 4 and up. ZURU’s Itty Bitty Prettys Tea Party Surprise line features collectible dolls and surprise reveals with a tea party theme. The Itty Bitty Prettys Giant Teacup set includes more than 25 surprises, including four dolls, two Itty Bitty pets, a working teacup and teapot, Rainbocorns Big accessories, and more. This set is available in two themes. Each Itty Bitty Prettys Hair Surprise Little Teacup comes with 12 surprises, including a doll, accessories, a teacup, and a saucer that doubles as a doll stand. There are eight dolls for kids ages 4 and up to collect. Fifi the Flossing Sloth is the newest addition to ZURU’s Pets Alive brand. Mimicking the popular flossing dance move, the sloth features blinking eyes and a wiggling butt to get kids ages 3 and up dancing along.
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BIG G CREATIVE In Bye, Felicia! from Big G Creative, players have to mind meld with each other as they race to list what other players are thinking and match their answers in 30 seconds. When a player guesses wrong, the other players yell the ‘90s catchphrase “Bye, Felicia!” and that player is out. Designed for 3-8 players ages 12 and up, this fastpaced game features a variety of random topics. Designed for 3-6 players ages 8 and up, Who’s the G.O.A.T.? is a party game that’s one part prediction, one part competition, and all parts fun. Players pick who they think will be the best at a variety of off-the-wall challenges, then vote by tossing their squishy goat. Players who voted for the player who did the challenge the greatest — as well as the G.O.A.T. — score a tin can. In Mega Mouth: The Game of Reading Lips, players draw a category card, hold the mega-magnifier up to their mouth, and silently speak to their teammates. For every correct guess, players receive a token. This game is designed for 4-8 players ages 8 and up. Big G will also launch the Kraft Heinz Variety Game Pack this October, featuring three family games that take 20 minutes to play. In the JELL-O Jiggler Slap Game, players listen for the JELL-O flavor that’s read out loud, then be the quickest to slap their hand on the corresponding JELL-O Jiggler card. This quick-thinking, hand-slapping game is designed for players ages 8 and up. Players can satisfy their cravings with the Kraft Macaroni & Cheese Game. They roll the dice, add the amounts together, then play the noodle cards that match. Players have to make sure that they don’t run out of noodles while keeping an eye on Cheesasaurus Rex as he boosts his way higher up the Noodle Meter. The first person to play all of their cards or the last person with leftover noodles is the winner. This family game is designed for 3-6 players ages 8 and up. The Heinz Ketchup Dice Game is a press-your-luck game of risk versus reward. Players roll the dice to collect as much ketchup as possible to try and score 57 points, but being too greedy could cause them to lose everything. Mustard and Sweet Relish serve as penalties in this game. The game is designed for two or more players ages 8 and up, and includes a bottle that also doubles as a dice cup.
TOYSMITH Kids ages 8 and up can use a few common household ingredients to complete more than 40 projects with Toysmith’s 4M Science Discovery Kit. Kids ages 6 and up can send the Play Force Launch Rocket flying up to 50 feet. The 9-inch capsule features a flip-action mechanism that deploys the parachute as it descends from the ground.
ODYSSEY TOYS Odyssey Toys launched Starstriker, a game in which players use the included blasters and foam darts to try to knock out green discs that hang in the structure. The set features glow-inthe-dark elements. The Soda Can Car is a pocket-sized R/C vehicle that features a powerful motor. Odyssey Toy’s Angry Anaconda is an R/C that looks and slithers like a snake. The anaconda contorts its body and flicks its tongue as kids move it with the included remote. The Walkie Talkie Robot comes with a walkietalkie radio that kids can use to relay commands and requests through the speaker on the robot. The bot has sturdy wheels, and the walkie-talkie also functions as a remote control to move the bot. Launching in November, the Tank Twister is an R/C tank that plods over any surface and can rotate 180 degrees, flip over, and crawl on walls. All of these products are designed for kids ages 8 and up.
Tank Twister
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HOG WILD
WHAT DO YOU MEME?
Handy Grabs from Hog Wild is a, mini-sized gripper “tool” with human-like hands to do the grabbing. Handy Grabs is designed like a classic grabber tool that kids ages 6 and up can use to grip, grab, lift, move, and push objects for fun.
What Do You Meme? launches Grounded for Life, a card game for kids ages 12 and up. The judge reads a blue card out loud to all the players, and each player (except the judge) must choose one of their 10 red cards to complete the funniest sentence with the blue card in play. Once the judge has a red card from each player, the judge then selects the funniest red card to go with the blue card. Whoever played the funniest combination wins that round. In Incohearent Family Edition, players compete to guess the gibberish. The judge for each round flips the timer and holds a card up so that only they can see the answer, while everyone else sees the Incohearent phrase. Everyone else is a translator. The translators read the front of the card aloud. Whoever decodes the phrase first wins the card. When the card has been decoded or the translators have elected to pass, the judge pulls the next card. Once the timer runs out or three cards have been decoded, the round is over, and the next person becomes the judge. This game is suitable for players ages 12 and up.
HEXBUG With JunkBots from HEXBUG, kids ages 3 and up dig through the special dumpster pack to reveal hidden treasures, including more than 24 pieces that can be used to build three of the 36 collectible characters or a totally unique bot. The bots can move with dynamic vibrations and feature blinking, light-up energy cores. HEXBUG nanotopia features many snap-together pieces and obstacles that kids can use to build a track for their nanos. Three newly designed nano Flash light up when kids set them into motion. The set includes three merry-go-round obstacles and four additional HEXBUG nanos. Kids ages 8 and up can face opponents with BattleBots Rivals 5.0, based on the TV show BattleBots. Rotator and DUCK! are motorized replicas built for multiple battles. Rotator features cunning speed and devastating discs, while DUCK!’s giant lifting arm attacks without mercy. The HEXBUG Dragon slithers across any surface, breathes LED-lit fires, and roars at anyone who comes close. Kids can use the remote control to decide the dragon’s every move. It features rubber, rotating paws for traction, adjustable wings, and a flexible tail that swings from side to side. MoBots Fetch is one of three collectible Mobots designed for kids ages 3 and up. Fetch features voice-modulating technology for kids to record and replay their voice with various effects. Kids can use the remote control to send Fetch in any direction on any surface. The robot can even carry objects as heavy as JunkBots a full can of soda.
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FAR OUT TOYS Far Out Toys’ Playful Pandas are musical plush with interactive responses. Kids ages 4 and up can sing any song to their panda, and it will sing back in panda language. There are four Playful panda styles, including Sweetie, Slumber, Foodie, and Fashionista. Each has a distinct personality and a signature song, and two or more pandas will sing in harmony when they’re near each other. The panda will also respond to touch when kids tickle its belly, kiss its nose, or pat its head. The company also expanded its NASCAR Crash Racers line with new NASCAR-branded sets that are compatible with the blue groove track system. The NASCAR Crash Circuit Road Course with Winner’s Circle has a “Roval” track with cars that break apart upon impact. Kids ages 5 and up can race and try to speed around turns and pass their competition without wrecking. The set features a spinning winner’s circle and comes with two motorized race cars, two flash chargers, and more.
NASCAR Crash Circuit Road Course with Winner’s Circle
REDWOODVENTURES RedwoodVentures introduces Crafty Surprise, a new line of DIY craft kits for kids ages 5 and up. Crafty Surprise Core Kits include mystery materials that kids can use to create hair accessories, bag charms, and more. Crafty Surprise Mini Kits include easy-sew plush bag charms, necklaces, and hair clips. Crafty Surprise Holiday Kits feature a festive assortment of crafts, including a gingerbread house, snow globe, ornament, and more.
Designed by Me: Color Décor Dollhouse
KIDKRAFT KidKraft introduces the Alexa 2-in-1 Kitchen and Market, an interactive role-play set that uses Alexa, the cloud-based voice service from Amazon. The set includes more than 100 interactive pieces, such as RFID smart-chipped food, smart-chipped cookware, and character cards that interact with the kitchen and market to prompt phrases from Alexa. Kids ages 3 and up can take a trip to the market where they can shop and purchase a variety of items using the interactive scanner and register, then head to the kitchen to store their purchases and cook using the RFID stove top and cutting board. The set makes realistic kitchen and market sounds. Kids ages 3 and up can personalize a dollhouse with the Designed by Me: Magnetic Makeover Dollhouse. It features eight fabric wallpapers that stick to the background, 80 magnetic accessories that kids can add to any wall, furniture, and a storage bin that doubles as a roof. The Designed by Me: Color Décor Dollhouse features a variety of coloring backgrounds and a chimney box of markers that kids ages 3 and up can use to customize different room themes, such as a rustic kitchen or a glam bedroom. It includes a removable, 12-page coloring book; five markers; furniture; and pet accessories. The Disney Princess Dance & Dream Castle is a 4-foot-tall castle featuring 20 furniture pieces and themes based on eight Disney Princesses. Kids ages 3 and up can open the doors to the sounds of a magical harp and visit Cinderella’s golden staircase, Ariel’s bathroom, Tiana’s kitchen, Aurora’s bedroom, a rooftop patio, and more. It features a tiara button that plays three songs, adjustable stands for different sized dolls, and storage on the front façade for jewelry and accessories. The Dino World: T-Rex Tremor Cave includes two dinosaur vehicles, two stand-up dinosaur figures, and 10 wooden track pieces. Kids ages 3 and up can set up the track, featuring a tunnel, a glide-down ramp, and a cave that flips over to become a storage box for all the pieces.
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DJ Trollex Party Mixer
BLIP TOYS Blip Toys expands its line based on the Ninja Kidz TV YouTube channel with new collectibles designed for kids ages 3 and up. With the Ninja Kidz TV Mystery Ninja Squish Ball, kids will reveal one of six surprise squish balls, including Bryton, Paxton, Ashton, Payton, Ninja Kid, or Eye Monster. Each Ninja Kidz TV Mini Mystery Ninja Ball features three surprises inside, including two Ninja Kidz action figures and a mission card. There are six unique packs for kids to collect, with 24 possible action figures and 12 possible mission cards. The Ninja Kidz TV Giant Mystery Ninja Ball features more than 25 surprises for kids to reveal, including three of 24 possible Ninja Kidz articulated action figures, one of three possible ninja masks and belts, two of four possible ninja battle gear sets, six ninja throwing stars, one of six possible Ninja Squish Balls, sticky stars and star targets, mission cards, and a sticker sheet. The container doubles as easy-to-carry storage case and includes a detachable shield to role play. Kids can collect all three unique Giant Mystery Ninja Balls.
EKIDS eKids gets the party started for kids ages 3 and up with the DJ Trollex Party Mixer. Kids can pick a beat, add some sound effects or speech from their favorite Trolls characters, and use the turntable to scratch it up. The mixer can record and play-back kids’ creations and features background rhythms, mix-in sound effects, character speech, and a built-in microphone. The Star Wars The Child Bluetooth Speaker features a design based on the lovable character from the Disney+ series The Mandalorian. The speaker features powerful volume and bass, a rechargeable battery, and is compatible with Bluetooth-enabled devices. Kids can light up their party with the Trolls Bluetooth MP3 Karaoke Machine with Light Show and the Frozen Bluetooth MP3 Karaoke Machine with Light Show. Each features built-in memory for storing hours of music, a party light show, and a wired microphone. Kids can sing along and record their music with these Bluetooth-compatible devices.
ELENCO ELECTRONICS Elenco Electronics expands its STEM learning sets with three new Snap Circuits sets for kids ages 8 and up. Snap Circuits: MyHome is designed to teach kids about how electricity works in their house. Kids can build a house or a city building with working 3D circuits. Colorful base grids spark creativity as kids make their structure. Kids can learn about security systems, automatic lights, alarms, motors that power appliances, and more. With Snap Circuits: Discover Coding, kids can download the Snap Circuits Coding app and control Snap Circuits projects by using a smartphone or tablet. Kids will learn the basics of coding and advanced coders can move on to Blockly coding to program their own patterns of lights, sounds, and moving parts. The kit includes a learning manual and more than 30 Snap Circuits parts — including the new Bluetooth- powered SC controller. Snap Circuits: Green Energy helps kids understand the basics of electronics and clean energy concepts through experimental play. The set features more than 125 possible projects, 45 parts, a project manual, and a “Think Green” educational manual that describes environmentally friendly enSnap Circuits: Green Energy ergy, such as geothermal, hydrogen fuel cells, and more. 64 THE TOY BOOK | OCTOBER 2020 | toybook.com
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TOMY The Ricky’s House Adventure Playset from TOMY is a Ricky Zoom-themed set, featuring multiple ramps for the toy motorcycles to roll down, a tire check station, and an elevator to get from floor to floor. Ricky’s home also acts as the Wheelford Rescue Headquarters with a rotating lookout platform, a fold-away Gear-up Rescue Station to store the included accessories, and a telescope. Designed for kids ages 3 and up, the playset includes an exclusive Ricky Zoom motor bike and Ricky’s little sister Toot. Remote Control Turbo Trick Ricky is an R/C rescue bike. Kids ages 3 and up can use the controller to make Ricky perform tricks, such as wheelies, and 360-degree stunt spins. The tires work on both carpets and bare floors. The Lamaze 3-in-1 Airtivity Center features eight different ways to play. It begins as a floor toy for babies ages 6 months and up as they begin to sit up. As kids start to stand and walk, parents can insert the legs to turn the Airtivity Center into an activity table, featuring air-powered play and different activities for kids to explore. The 25th Anniversary Doodle Bear includes washable markers that kids ages 3 and up can use to decorate the plush bear. This anniversary edition features a silvery base print, metallic touches, an embroidered “25” heart, a special logo on the bear’s paw, and a pocket to store the included washable markers. Kids can download the free Doodle Bear Studio App to take photos, customize the background with preloaded stickers, use the pencil tool to create drawings, and record a message with voice effects. Parents can safely wash the plush bear so kids can start over again. Snap Dragon is a game designed for kids ages 4 and up. Players take turns pulling on the dragon’s tongue based on the number they’ve rolled. If it stays sleepy, they get to grab a coin, but if the dragon wakes up, it will snap at players and they must give it a coin to make it let go. The first player to collect three gold coins wins the game and the dragon’s treasure.
HORIZON GROUP USA Horizon Group USA continues to provide crafty kits for kids. The STMT D.I.Y. Style Box features materials for kids ages 6 and up to create more than 40 DIY projects. Kids can customize a water bottle, design scrunchies, write in the inspiration journal, and more. Kids ages 3 and up can transform fluffy clay into squishy creations with the Mixy Squish Scented Sweet Shoppe. It features more than 10 colors of premade, pre-textured Mixy Squish clays and crunchy, glittery add-ins. Kids can save their creations by letting them dry for 24-48 hours. The Just My Style All About Me Designer Sketchbook features more than 1,000 journaling essentials for kids ages 6 and up. It includes an assortment of smooth-writing gel pens, fine tip markers, and brush markers, as well as glitter, foil, and washi tapes. Pages of the sketchbook are lined and blank to promote endless self-expression. Kids can create more than 100 pieces of custom jewelry with the It’s So Me! Personalized Jewelry Beading Studio. They can plan and design each piece on the beading studio lid and store all of the remaining beads in the compartments underneath. Kids can learn the basics of jewelry making and practice with six different bracelet patterns.
SCHLEICH Schleich’s Dino Research Station includes two dinosaur figures and a Maxx figure, the scientist on call. Made for kids ages 4 and up, the playset features a crane, a winch, and a cannon, and the cage has a breakout function.
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FLEX Kart
ROLLPLAY
KESS This fall, Kess will launch Spooky Balls, which are bounce balls filled with creepy crawlers inside. As kids ages 6 and up bounce, throw, or roll the balls, the spiders inside will move. Kess Games also introduces Battle Bosses, a game for players ages 13 and up. In this strategy game, players take over beings, deities, or monsters and command their army of minions to dominate the battlefield. For reasons unknown, the fabric between realities — known as the Void — has begun to thin, allowing different worlds and timelines to merge and forcing the bosses that players control into battles and skirmishes. Using energy to charge their abilities and crystals to upgrade their boss and minions, the players need to outthink and outmaneuver their opponents in this fast-paced game.
CEACO The Puzzle Scoop from Ceaco is a tool for lifting and moving puzzles pieces and completed jigsaw sections. It features a built-in LED light to illuminate areas that puzzlers are working on and it also acts as a magnifying lens with three times the magnifying capabilities.
Rollplay introduces the first electric, foldable cart. The FLEX Kart features a 6-volt battery for kids ages 2 and up to cruise up to 2 mph. Its sleek design helps make it easy to store. At the push of a button, the front wheels fold in so parents can carry the lightweight car anywhere. The Nighthawk NextGen ride-on is made for kids ages 6 and up. Its 24-volt battery gives it speeds up to 6 mph. Kids can spin around obstacles with its low-riding, easily steerable design. The foot throttle and handlebars give kids the ability to make quick turns. When they are done cruising, kids can pop the foot pedals and wings back in for easy storage.
BREYER Breyer introduces Breyer Farms, a new collection that honors the timeless charm of keepsake toys and farm life. The Breyer Farms Wooden Carry Stable includes six unique Stablemates horses that can be stored inside the wooden case, complete with a handle that’s easy for small hands to carry. This playset is designed for kids ages 4 and up. The Breyer Stablemates Unicorn Magic Wooden Carry Case is made of high-quality wood with a handle and comes with six iridescent Stablemates unicorns. The die-cast Breyer Farms Land Rover and Tag-A-Long Trailer features free-rolling wheels and enough room for the two included Stablemates ponies. The Breyer Farms Stable Playset is a high-quality, wooden barn that features liftable roof panels, opening doors, windows, and seven stalls — perfect for play at any angle. In addition to the stable, this set includes two Stablemates horses, 12 fence pieces, a water trough, a feed bag, a hay bale, and a sticker sheet.
Breyer Farms Stable Playset
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IMC TOYS
SUNNY DAYS ENTERTAINMENT Sunny Days Entertainment’s Wonder Wings is a soft, plush unicorn with embroidered eyes and ears. Kids ages 3 and up can pull out the colorful wings, then pull on the tail to tuck the wings back into place. The unicorn can stand on its own.
THE LEARNING JOURNEY
Long & Tall Puzzles — Animal Friends Growth Chart
The Learning Journey is launching My First Match It — Monsters, a set of 15 two-piece puzzles with a monster theme. Kids ages 2 and up can match the colors and features of the monsters. Match It! — States & Capitals includes 50 twopiece puzzle cards featuring all 50 states in the U.S. Kids ages 4 and up can learn about U.S. geography by matching the shape of each state to its name and capital. In the Play It! Game — Hop to It!, kids ages 3 and up can learn the basics of coding and sequences as they navigate their frog through color-coded lily pads to get from one dock to another. They can move the frogs up, down, left, right, and diagonally, and land on a dragonfly for a bonus turn. The first to hop across the pond to the dock on the other side wins the game. The Long & Tall Puzzles — Animal Friends Growth Chart is a 4-foot-tall puzzle with more than 50 pieces. Designed for kids ages 3 and up, the puzzle features rulers on the edges so that parents can track their kids’ growth. Kids ages 3 and up can learn about geography with the Lift & Learn Continents & Oceans, a 22-piece puzzle featuring a map of the world. There are pictures printed under the pieces to guide younger kids.
IMC Toys introduces VIP Pets — Series 1 Mousse Bottle, a line of surprise fashionable dogs with 12-inch hair. Kids ages 3 and up can discover six dogs available in two styles each. Kids wash and brush the pet’s hair to reveal its look and style using nine included surprise accessories. Cry Babies Goodnight Coney is a cuddly friend for kids ages 18 months and up. When kids take away its pacifier, it makes realistic baby sounds and cries tears that light up in the dark. Kids can put the pacifier back to watch it light up like a night light and play 10 minutes of classic lullabies when they touch its soft tummy. Kids ages 3 and up can collect more than 12 surprise glittery dolls with Cry Babies Magic Tears Winged House, including a rare character that has a color-changing onesie. Each Winged House is decorated to match the doll’s unique personality. Kids can discover a magic bottle, a pacifier, and either a new bow and a toy trolley or a bib and a high chair. The collectibles also each come with two unique accessories that match their individual styles. Kids can feed their Cry Babies Magic Tears doll with the bottle or squeeze its tummy to watch it cry colorful tears. The water-activated Cry Babies Magic Tears Paci House opens with tears, which kids can drop in using the pipette. Kids can discover one of more than six surprise dolls, four core accessories, and four unique accessories. Each doll glows in the dark and cries colorful tears. Kids collect their doll’s tears to make it snow with Kristal’s Igloo. They can feed her with her bottle and then squeeze her belly to make her cry real tears. The doll comes with a snowboard and other accessories to play with in the snow.
Kristal’s Igloo
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BLUE MARBLE Young learners ages 18 months and up can build and create with Blockaroo from Blue Marble. The magnetic, foam builders never repel each other. Kids can learn STEM skills as they play and can even take the blocks in the bath. Blockaroo builders can stick to most tubs and float in water. The National Geographic Digital Handheld Microscope is lightweight and portable for kids ages 8 and up see detail with up to 800x magnification. Kids view their specimens on the 4.3-inch, tilting LCD screen and can record their findings with the included micro SD card. The kit contains five professionally prepared biology slides, five blank slides, and a mini geode to examine. Learning turns magical with the National Geographic Mega Science Series: Science Magic Kit. It contains everything kids need to conduct 20 experiments and enough materials to practice before putting on show. Kids can bend metal with water, create a square bubble, and more. A guide on 30 additional experiments with common household items is also included. The National Geographic Crystal Growing Lab with Light-Up Display Base leads kids through the process of growing three crystals, which will be ready in three days. Crystals can be displayed on a light-up base, which features seven light colors, three brightness levels, and three light display modes. A full-color learning guide provides detailed info on the science behind the crystals. Air-powered rockets can soar up to 100 feet in the air with National Geographic Light-Up Sky Rockets. Kids ages 6 and up can unfold the launch base legs, mount the launch tube and rocket, and then push the foot pump to make the rockets soar. Each of the three rockets has a switchable LED light to make nighttime launches possible. The launch tube is adjustable so kids can experiment with light paths and trajectory.
Squishmallows Heroes
KELLYTOY Jazwares’ Kellytoy division expands its Squishmallows plush line with new additions to two collections this fall. Squishmallows Heroes introduces Daryl (EMT/Medic) and Cassie (Nurse), while the Squishmallows Holiday Squad adds Carol the Christmas tree and Norma the Gnome. Squishmallows Squish-doos is a new, six-member collection that sports vibrant colorways and unique hairstyles. Squishmallows are available in 5-, 8-, 12-, and 16-inch sizes.
EDUCATIONAL INSIGHTS Kids ages 4 and up join Robert Irwin on a photo safari throughout multiple countries with the GeoSafari Jr. Talking Wildlife Camera from Educational Insights. Irwin guides kids through more than 130 wildlife images from Australia, the African Savanna, the Arctic, the Amazonian Rain Forest, and the Mexican Desert. The camera features more than 200 facts and quizzes. With Playfoam Shape & Learn Counting Cards, kids ages 3 and up can build their number sense skills with squishy foam pieces. The set features eight colorful Playfoam bricks and 13 double-sided number cards. Kids place the no-mess pieces on the spaces indicated on the cards in order to identify numerals and their corresponding quantities. Preschoolers can learn their letter sounds and formation with Playfoam Shape & Learn Letter Sounds. The set features eight colored Playfoam bricks and 13 double-sided letter sound cards. Kids place their soft Playfoam pieces GeoSafari on top of the letter to practice Jr. Talking making the shape and sound of Wildlife the letter and saying its name. Camera
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WECOOL TOYS WeCool Toys’ Insta Studio Hands Free Video Station has everything kids need to shoot their own viral videos. Equipped with an adjustable base and a rotating head to shoot at various angles, kids ages 4 and up can film hands-free slime, crafting, and cooking videos. The set comes with trendy backgrounds, mixing tools, various slimy compounds, and sparkly mix-ins. The Scruncheeze Loom has enough materials for kids ages 6 and up to create more than 20 scrunchies. Kids can use different techniques to make a variety of textured and colorful bracelets with the Pura Loom. Made for kids ages 6 and up, the kit comes with beads, charms and more to make unique designs.
FUNSPARKS Quaggle from Funsparks is a balancing and stacking game that combines art, design, and physics. Players will take turns drawing a card; stacking the pieces shown by hooking, interlocking, or hanging them together; and racking up points for every piece they place. One by one, the structure will grow until one player sends it crashing down. There are four modes of play: standard, chill, countdown, and quick. Players can download the Quaggle Timer app to increase the intensity to play the latter two modes. Made for 2-12 players ages 3 and up, Quaggle comes with 27 solid wood pieces and 50 wood cards.
INSIGHT EDITIONS Insight Editions continues its fan-filled content with Harry Potter: A Pop-Up Guide to Diagon Alley and Beyond. Kids of all ages can explore Wizarding World establishments, such as Ollivanders, Weasleys’ Wizard Wheezes, the Leaky Cauldron, and more. Kids can pull the tabs to go on adventures, including rescuing a Ukrainian Ironbelly dragon from Gringotts and Harry Potter: A Pop-Up Guide to Diagon Alley and Beyond helping Harry escape from Knockturn Alley. The book also includes insights from the films and can be displayed as a diorama. Kids can discover and color more than 80 illustrations from magical film scenes in the Harry Potter: Coloring Wizardry book. Memorable scenes include Harry’s first Quidditch match and the Battle of Hogwarts. With the L.O.L. Surprise! Bling-A-Tree Advent Calendar, kids can count down the days to Christmas with the help of their favorite characters. Kids can build their own L.O.L. Surprise!-themed Christmas tree and decorate it with accessories. Every day they can open a new surprise to add some more bling to their tree. Tarot del Toro combines the twisted world of Guillermo del Toro with a traditional, 78-card deck of tarot cards. Each card features original artwork inspired by themes, imagery, and characters from del Toro’s work, including Pan’s Labyrinth, Crimson Peak, and The Shape of Water. The set comes in a collectible gift box and includes a guidebook on each card’s meaning and an introduction to reading spreads. The new interactive board book Back to the Future: Telling Time with Marty McFly helps young learners see time in different ways. It features both analog and digital clocks, as well as a die-cut wheel that kids can use to help Marty get through the day and into his proper time.
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Ryan’s World Combo Crew Racetrack
THAMES & KOSMOS
JUST PLAY Inspired by the Disney Junior show Doc McStuffins, Just Play’s Disney Junior Doc McStuffins Wash Your Hands Singing Doll with Mask and Accessories teaches kids about the importance of washing their hands. Kids can sing along with Doc McStuffins to the “Wash Your Hands” song from the show. The articulated doll is 11 inches tall and articulated, comes dressed in her doctor’s outfit, and includes accessories such as a face mask, her bag, a stethoscope, a thermometer, and an otoscope. To celebrate its launch, Disney and Just Play will donate to fund two million meals through Feeding America. Race around the Ryan’s World Speedway with the Ryan’s World Combo Crew Racetrack. Kids start by opening all of the compartments on the truck cabin to reveal hidden surprises. Then, place the two motorized race cars on the 35-inch raceway and watch them go. The raceway also features obstacles, including rubber chickens and banana peels that kids can launch onto the track, a spinning Combo Panda, and a sand pit. The set features a lap counter, a winner’s stand, and accessories. Both products are designed for kids ages 3 and up and will be available in November.
In Adventure Games: The Volcanic Island from Thames & Kosmos, players ages 12 and up assume the role of four students traveling together on a remote island. They must work together to solve the mystery of what’s really behind supposedly natural occurrences on the island. Each game in the Adventure Games series can be played approximately three times with different outcomes. EXIT: The Game expands with two new additions to the at-home escape room series. In EXIT: The Enchanted Forest, 1-4 players ages 10 and up attempt to make their way out of a forest teeming with fairytale creatures and strange puzzles. In EXIT: The Cemetery of the Knight, players act as treasure hunters on a quest to reveal a priceless red ruby from a tomb that legend says can only be accessed on a specific night once every 87 years. The Robotics: Smart Machines — Super Sphere kit includes everything kids ages 8-14 need to build a 9-inch, rolling robotic sphere and six additional robot models. Kids can use the remote control interface in the Super Sphere app to control their creations via Bluetooth.
JAKKS PACIFIC Jakks Pacific introduces a line of figures based on Apex Legends, a free-to-play, online multiplayer battle royale game. Each poseable figure has more than 25 points of articulation, in-game details, accessories, and a weapon holder on its back. Made for kids ages 8 and up, the assortment includes 6-inch Wraith, Pathfinder, and Bloodhound figures.
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Apex Legends costumes
BUFFALO GAMES Ghost Castle from Buffalo Games is a 2-6-player game in which players are paranormal investigators hired to find out if the legend of the haunted Ghost Castle is true and to record anything strange going on inside. As players make their way upstairs, they accidently wake the mean-spirited ghost of Count Spooksalot from a decade-long sleep and he is determined to get his revenge by trapping them in his castle forever. Not all of the players will escape, so they must race each other down the stairs and through the danger-filled rooms to get out of the castle as quickly as possible without getting left behind. Players must avoid the traps triggered by the glow-in-the-dark ghost, including balls that roll down the stairs and shoot out of the bookcase, hidden trap doors, falling axes, and moving picture frames. Players can choose from eight characters. The game is suitable for kids ages 6 and up.
DISGUISE Disguise is launching a line of Harry Potter character costumes, accessories, and Hogwarts house robes. The Apex Legends line features character costumes and pretend weapons from the video game, including the high-speed daredevil Octane, the technological tracker Bloodhound, the interdimensional skirmisher Wraith, the holographic trickster Mirage, and the combat medic Lifeline. Disguise is also debuting new Billie Eilish costumes, wigs, and a headband and jewelry kit. The styles include a yellow Bad Guy sweatshirt hoodie costume; a neon green, oversized top and shorts; a face mask and a head wrap; a neon green-and-black double bun wig; a blue wig; and the Billie Eilish Headband and Jewelry Kit. All of these costume collections are available in sizes for kids and adults.
BONKERS TOYS Bonkers Toys continues YouTube-inspired play with Ryan’s World Secret Agent Ryan’s Mystery Mission Case. Kids ages 3 and up can discover secret messages, reveal exclusive mystery figures, and discover secret spy wear after unlocking the code and opening the case. The set includes the spy case, three exclusive spy-themed figures, two wrist communicators, a flashlight, goggles, a code-breaker spinner, stickers, and accessories. Kids can master martial arts with Ryan’s World Shadow Warrior Ninja Mystery Box. The set comes with six exclusive mystery figures, a ninja star spinner, a foam ninja sword, a headband, a belt, and stickers — all in a stealth dojo storage case. Based on the FV Family YouTube video with more than 55 million views to date, FGTeeV Party in the Elevator brings home the celebration. Kids ages 6 and up can collect the two groovy figures, light-up party favors, and press the button that plays “Party in the Elevator” for a party any time. The Trinity & Beyond Mystery Heart Jewelry Box is for the ultimate Trinity & Beyond fans. Kids ages 3 and up can open up the jewelry box with hidden storage to discover three surprise, buildable figures inspired by Trinity and Madison. Mix and match the figure’s faces, outfits, and shoes to make completely unique characters. The set also includes jewelry, hair accessories, and interchangeable charms that can be used in the entire Trinity & Beyond toy line. The No. 1 skateboarding channel on YouTube skates into kids’ toy collections with Braille Skateboarding Mystery SK8 Builder Set. Kids can customize their own mini boards with the included four finger boards, four sets of advanced trucks, 16 wheels, a construction tool, four stickers, a grind rail, and a ramp. The set features a collector wheel storage case and replicas of the actual boards as seen in the series.
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ADVENTERRA GAMES
..........In PowerHaus from Adventerra Games, 3-4 players must figure out how to make a house as energy efficient as possible by changing daily habits and investing in better products and services. As they play, kids will discover real solutions to fight climate change and help the planet. The illustrated cards help kids to easily understand the concepts of energy and its conservation. In WaterGame, 3-4 players will save the community’s water from a water monster by navigating a river and helping their neighbors. Throughout their journey down the river, players will answer quiz questions about water and move forward or back depending on their answers. Cards with simple and intuitive illustrations show the correct habits to adopt to save water in everyday life. Unlucky players must rely on the Community Water Tank, which depends on donations from players who have saved more water. If the tank is empty when someone needs it, everyone loses. Both games are designed for kids ages 7 and up.
NEVER WRONG TOYS With the Mega Truck 4 in 1 from Never Wrong Toys, kids can build four different truck models: the Mega Truck, the Super Utility Vehicle, the Pro Racer, or the Work Horse. The set includes 100 pieces. Assemble the SR-71, the Aurora, the Transatmospheric Fighter, or the Space Shuttle with the Aircraft 4 in 1, which has 118 pieces. Made to be an easy build on the go, the Mini Pterodactyl comes with 55 pieces for kids to build a prehistoric creature. The 105-piece Helicopter 4 in 1 set can be built as an Autogyro, a Pusher Concept, a Skycrane, or a Transport Chopper. Build the Mini T-Rex, which is small enough for kids to take with them on the go, with 55 pieces. After each of these models are built, kids can light them up. All of the items mentioned above are made for kids ages 7 and up.
In an effort to combat pollution from plastics and ensure a cleaner environment and oceans for the future, Micro Kickboard will launch its Micro Eco-Collection of sustainable scooters in November. The company used mechanical recycling to transform abandoned fishing nets, ropes, and used hard plastics into the raw plastic material that makes up the upper deck and brake of the scooters. The collection includes the Micro Deluxe Eco, made for kids ages 2-5, and the Maxi Deluxe Eco, designed for kids ages 5-12.
JAZWARES Kids ages 6 and up can take over the counter of the pet store playset inspired by DreamCraft’s Adopt Me! game on Roblox. The set comes with three figures, accessories, and various animal figures. The Pokémon Carry Case Playset features a bounding boulder, a treetop trap door, a battle area, a hidden cave, a spinning whirlpool, and more. The playset is scaled for 2-inch Pokémon figures and folds up into a backpack. The CoComelon Musical Yellow School Bus plays the “Wheels on the Bus” song and comes with a 3-inch JJ figure. The free-wheeling bus rocks side to side, and the figures placed inside move up and down as it rolls along. The bus is made for kids ages 2 and up. Pokémon Carry Case Playset
Mega Truck 4 in 1
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BOOGIE BOARD PMI PMI’s Baby Shark Stampers come in 12 assorted charBaby Shark Clip-on acters, such as Baby Shark, Coin Purses Mommy Shark, and Daddy Shark, that are hidden in blind foil bags. The stampers encourage crafting and are made from soft PVC and ink that washes off with water. Kids can attach their plush Baby Shark Clip-on Coin Purses to their bags or other accessories to take their favorite underwater characters with them wherever they go. PMI’s collectible Harry Potter items include stampers; pencil toppers; plush; and die-cast metal keychains of wands, house crests, and the Golden Snitch. Kids can attach their WWE Superstar Keychains to keys, bags, and other accessories. The assortment features 18 figures hidden inside a blind bag, featuring WWE Superstars such as John Cena, The Rock, Roman Reigns, and Becky Lynch (aka The Man). PMI’s full WWE line includes additional blind-bag and blister-pack collectibles such as stamper figures and pencil toppers. Sixteen new Fortnite-themed outfits join PMI’s third Fortnite series, which includes highly detailed 3D keychains that are available in foil bags, blister packs, or multi-packs. Fortnite developer Epic Games selected the assortment of characters that make up the multi-packs.
BBC
Bluey’s Family Home from Moose Toys invites kids to relive some of the most memorable moments from BBC’s Bluey, which airs on Disney Junior. The playset features four different rooms to play in — a living room, kitchen, bedroom, and bathroom — a Bluey figure, and removable furniture accessories. Kids ages 3 and up can play and pretend with the Heeler family by recreating their favorite episodes and making new adventures of their own.
Boogie Board introduces Sketch Pals, which combine the company’s LCD technology with fun characters like dinosaurs, unicorns, and puppies. Kids can doodle and write over and over again. Like all Boogie Boards, they are durable, mess-free, and don’t require charging, batteries, pens, or paper. Kids can write with a stylus or their fingers and erase with a touch of a button. Sketch Pals can clip onto backpacks and are shareable with friends. The Sketch Studio is a new Learn-to-Draw kit, which teaches kids to embrace their creativity and learn how to draw without making a mess. The kit includes a stylus and step-bystep templates. Kids can draw over and over again without crayons, pencils or markers. The Learn-to-Draw Boogie Board also snaps onto a convenient carry case. The Magic Sketch Deluxe Kit now comes with a carry case for kids to keep everything organized in one place or on the go. It includes the Magic Sketch writing screen that features Colorburst, a protective cover and template holder; a writing stylus; three texture tools with six unique tips; six game templates; six learning templates; and six drawing templates. Kids can create and trace mess-free designs over again, and erase them with the touch of a button.
Sketch Pals
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Beyblade Burst Rise Hypersphere Vortex Climb Battle Set
FUNRISE
ADK EMOTIONS NY Hasbro offers new Beyblade Burst Rise Hypersphere toys under license from ADK Emotions NY, designed for kids ages 8 and up. The Vortex Climb Battle Set is a customizable Beystadium that features four sections specifically designed for battles. Kids’ can send Beyblades climbing up the ramp to speed up the attack in the Battle-Axis, then drop in from the top level for head-to-head collisions. The Extreme Challenger Battle Set includes everything needed for a Hypersphere tournament. The customizable Beystadium has four sections designed for the ultimate battle. Climb the vertical wall to reach the brink, then speed along the brink and drop into the Battle Ring. Kids can add on the removable Drop-In Deck layer for more drop-ins and two ways to play. The Infinity Brink Battle Set consists of three sections, including a vertical wall to climb and a brink to gain edge over the competition. The Hypersphere Starter Pack includes a Beyblade Burst Hypersphere launcher and a Hypersphere top, which features a specialized performance tip to climb the vertical walls of the Beystatdiums. Each top features a code that kids can scan to unleash tops in the Beyblade Burst app. Beyblade Hypersphere tops are also available in a Hypersphere Dual Pack.
Funrise introduces Bright Fairy Friends, a new collection of dolls for kids ages 3 and up. Kids can unbox the fairy dolls to discover one of 12 characters and six surprise fairy accessories. Each doll arrives in a fairy home that features bright, motion-activated twinkle lights and can be used as a night light. Kids can press their fairy’s necklace to make her wings glow with multi-colored lights.
ENTERTAINMENT ONE In the PJ Masks Save Christmas DVD from Universal, kids ages 3 and up can watch the PJ Masks save the day when Romeo discovers that he’s on the naughty list and decides to ruin Christmas for everyone. The PJ Masks can defeat their enemies anytime with the PJ Masks Transforming 2 in 1 Mobile HQ from Just Play. The 3-foot-tall playset features lights and sounds, drop-down ramps on every level, and a vehicle lift. It folds up into the Seeker to chase the Nighttime Baddies. It includes a Catboy figure and Cat-Car. The PJ Masks Air Jet, also from Just Play, features a special design as seen in the show. Kids can recreate their favorite adventures with the included 3-inch Catboy figure with a turbo blast helmet. At the press of a button, the jet’s wings pop out, and lights and sounds activate. A builtin handle makes it easy to take on the go. From VTech, the PJ Masks Super Learning Phone allows kids to talk to their favorite heroes. Kids play and chat with Catboy, Gekko, and Owlette through educational games, voice-activated conversations, and fun voice messages. PJ Masks Super Learning Phone
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Pop-culture merch makers are breaking into kids’ toys. by MADELEINE BUCKLEY, associate editor AFTER SUCCESSFULLY BREAKING into the collectibles space — a product category focused on fan conventions, licensing deals, and limited-edition action figures — some pop culture-focused companies are expanding their offerings beyond collectibles made for teens and adults and into the toy aisle. This year alone, manufacturers including Funko, The Loyal Subjects (TLS), and Boss Fight Studio are creating original intellectual properties designed specifically for a younger audience. Why make this move? All three companies expressed similar motivations: They want to offer their brands’ strengths to a younger audience and fill a void in the toy marketplace. Stop anyone on the street and chances are they have a Funko Pop! figure sitting on their desk or hanging on their keys. At Toy Fair New York this year, the company introduced Snapsies — its first original brand targeted toward kids — which will arrive at retail this December. Then, this summer, Funko launched Marvel Battleworld, a game that is designed for a young audience but also incorporates the collectibles that the company is known for. According to Jessica Piha-Grafstein, Funko’s director of corporate communications and public relations, the company’s Pop! line already attracted a wide age range, and the team wanted to offer more for its young fans. “Funko has a unique approach to collectible products,” she says. “We are excited to bring this perspective to the toy aisle and give children new ways to express themselves. … We know [kids] are more savvy and complex than previous generations, and our approach will reflect their modern sophistication.” TLS — known for its Action Vinyl collectibles and 5-inch scale BST AXN figures — is launching a line of fashion dolls
called For Keeps, which features positive message affirmations as its key component. Each doll comes with a cupcake keepsake that is full of positive messages that kids can share with their friends. Jonathan Cathey, founder and CEO of TLS, says this positive messaging component is especially relevant right now, and that the desire to make a positive impact is what drove his decision to create For Keeps. This fall, Boss Fight Studio’s new action doll line I Am Brilliance will be available for preorders with an early 2021 release. Each of these highly articulated dolls has a STEM career and comes with an animal sidekick. While Boss Fight Studio is best known for its original Vitruvian HACKS line and a growing lineup of licensed figures, Boss Fight Partner and Art Director Catrina Arana says that kids’ products have been part of the company’s plan since the beginning. In fact, she considers I Am Brilliance to be a passion project of hers, inspired by her own desire for articulated dolls as a child and wanting to offer more options for her own daughter. Moving into the competitive kids’ toy space, these companies have all faced some challenges. Testing for a lower safety age grade, for example, comes with a higher cost. These new lines also require a completely different approach to marketing, as the companies aim to attract a
different group of consumers. To some extent, Arana expects that existing Boss Fight Studio fans will purchase I Am Brilliance dolls for their kids. “We have seen a lot of dads, especially, who have bought toys from us for years [and] are excited that their daughters will have something,” she says. “But that’s definitely not enough to support a completely new branch.” Yet, there are also some upsides and advantages that these companies have as they develop products for a younger audience. “It’s kind of the same skill set, just different,” Arana jokes. She also notes that she enjoyed getting to team up with illustrators, sculptors, and other creatives who she normally wouldn’t work with when creating Boss Fight’s traditional action figures. Each company also has team members who bring decades of diverse experience in consumer products to the table. However, moving into this new space is ultimately a gamble. As Cathey explains, though, there’s no way to know unless they try. “If you don’t take the swings, there’s no chance you’ll hit the ball,” he says. “Like anything in life, you need to grow to challenge yourself. Making toys for kids [ages] 4-8 is a different experience than making collectibles for 30-40-yearold fans. They are both challenging, both nuanced. We’re ready.” »
The Loyal Subjects’ For Keeps dolls each come with a cupcake full of positive affirmation messages.
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EAGLEMOSS EXPANDS ITS U.S. REACH
The Toy Book speaks with Matthew Buss, national director of retail sales at Eaglemoss Hero Collector, about the state of the collectibles industry and the company’s expansion into the U.S. market. Toy Book: What are some of the key qualities that set Eaglemoss Hero Collector apart from other companies in the collectibles space? Matthew Buss: Eaglemoss Hero Collector is a global force of more than 150 of the highest-caliber pop culture, comic book, TV, and movie fangirls and boys ever assembled — so much so that I don’t understand how we don’t collapse under the weight of our own geekiness into a dense black hole of fandom! Our ideas often come together in some Dragon Ball-style fusion of uncontrollable passion for a property and an unrivaled determination to make the coolest and most detailed collectibles on the market. You might say maybe we aren’t unique in this style of doing business, and we know, as fans, that we are blessed to have some exceptional toy manufacturers in the same space as us — but we love what we do and we try our very best to make products for fans that we would love to buy ourselves. TB: How is the distribution mix for Eaglemoss’ products in the U.S. market evolving this year? MB: Geek culture is a universal language, and from the start, we set out to serve as many markets as possible in order to reach as many fans as we can, both through our direct-to-customer verticals and servicing global retail markets. Here in the U.S., we are still a fledgling Pidgey in this space. We have just begun to work with some powerhouse specialty retailers, including Hot Topic, BoxLunch, GameStop, Calendar Club, Spencer’s, and more. Our aim is to grow further. We want to be able to serve our community in any way they want it — be it through fans’ favorite retailer for an exclusive item, our own e-shop, or having the option to set up a subscription to have their favorite collection shipped straight to their door every month.
Wizarding World Hogwarts House Gryffindor Knitting Kit
TB: What are the differences and similarities in developing products for a major franchise, such as Harry Potter, versus a niche property, such as The Orville, that has a smaller, yet extremely passionate, fanbase? MB: It may sound cliché, but from our perspective, there really isn’t any. We approach The Wizarding World in the same way we approach the interstellar alliance of the Planetary Union — with the desire to make exceptional products for the community. We are lucky in that we have extremely talented and versatile product development teams in-house, who at one moment can be meticulously sculpting a high-detail model replica of the USS Orville (ECV-197), and the next can be designing beautifully crafted gift items like our Harry Potter range of knitting kits. Potterheads, Trekkies, Whovians, and fans of any genre love their subculture. It is theirs and they own it as much as any studio, director, or writer, so we treat it with the same level of enthusiasm when creating products. Every single one of our licensing partners understand this — some even better than we do — and they are instrumental in helping us deliver the best products possible.
TB: How has the market evolved from fans wanting to simply collect to those who now seek hands-on experiences through building or crafting their own collectibles? MB: Fans are shrewd and specific in what they invest in, especially in collectibles. I have seen many phases and changes, but I have overwhelmingly seen an increasing desire for better quality collectibles with detailed sculpting, accurate paint and deco finishes, accessories, and quality packaging. This is undoubtedly why we’ve seen a huge surge in the demand, not only for our statuary and figures, but also for our high-end, build-up crafting collections, such as the DeLorean Time Machine from Back to the Future and the Ecto-1 from Ghostbusters. The impact of COVID-19 has unquestionably had a positive impact on the crafting and hobbyist space (we are all stuck at home!), but the truth is, fans are always desperate to consume their favorite characters or in-universe products in new and exciting ways. TB: With an absence of live events this year, how is Eaglemoss connecting with fans worldwide? MB: You mean apart from crying so much in solidarity that we ruin our print-athome virtual comic con badges? We are super fortunate to have a hugely active social community. Ben Robinson and Chris Thompson — the evil super-geniuses behind our brand — host Hero Collector Happy Hours on Twitter, and we engage frequently via newsletters, social, and with other fan communities, such as Comic-Con@Home. We usually have a massive booth at many conventions and we have desperately missed seeing our fans this year. We will be back stronger than ever in 2021 and we will have something extra special for everyone! »
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From magic tricks to weather labs, these science toys span all interests. by JACKIE CUCCO, senior editor THE LAST THING MANY KIDS WANT TO DO IN THEIR FREE TIME IS FEEL LIKE THEY’RE SITTING IN A CLASSROOM, WHICH IS why it’s a treasure for parents to find toys that are both educational and fun. Science runs the world around us, and this year’s selection of science-themed toys covers all different sectors of the field with something for every interest — so that kids can broaden their minds without feeling bored. There are DIY and craft kits for creatives, robotics-related sets for those with a hand for engineering, a dissection kit for biology lovers, weather labs for budding meteorologists, science experiments that double as magic tricks, and more. The key is to hone in on kids’ interests and add educational components to them. Check out the new science toys that do just that, below! »
With LEARNING ADVANTAGE’s Wild Environmental Science Climate Change Kit, kids ages 8 and up can learn about greenhouse gases and emissions, burning fossil fuels, and rising sea levels. Young scientists can use the realistic apparatus to grow and eat their own crops, irrigate a desert, create rainfall, and see if they can save real ice glaciers.
With the DIY Music Maker Science Lab from HAND2MIND, kids ages 5 and up can explore the science of pitch, vibration, and acoustics while making a box guitar, a pan flute, and an ocean drum. The set features a 36-page, illustrated storybook and activity guide that includes 10 STEM-based activities.
The Dissect-It Frog Lab from TOP SECRET TOYS includes a carvable, gelatin frog that contains a 10-piece skeletal structure and a full set of organs. Kids ages 6 and up can use the provided tools and dissection table to experience a scientific dissection without the use of a real frog. The manual features fun facts about frogs and their internal structure. Each kit includes a free refill pack that kids can use to mold an additional frog after dissecting the one provided.
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BLUE MARBLE’s National Geographic Science Magic kit includes everything kids ages 8 and up need to perform 10 science experiments that also double as magic tricks. Kids can explore chemistry and physics by changing the color of water, making snow appear instantly, holding delicate bubbles in their hands, and more.
With SMARTLAB TOYS’ Storm Watcher Weather Lab, kids ages 8 and up can conduct experiments involving wind speed, wind direction, temperature, rainfall, atmospheric pressure, the water cycle, evaporation, the greenhouse effect, acid rain, droughts, and more. The lab includes a 32-page book that covers the causes and effects of extreme weather, lightning, weather fronts, greenhouse gases, climate change, and more.
The Surprise Ride Subscription from FAT BRAIN TOYS is a monthly kit containing a surprise project for kids to create, such as the Build & Paint a Volcano Science Kit. Each kit includes all project supplies, a reading book, and a keepsake. Families can choose a 12-month, 6-month, or month-to-month subscription.
Kids ages 7 and up can watch color bloom using physics and capillary action with the CRAYOLA STEAM Paper Flower Science Kit. This hands-on, educational toy teaches kids about the science of water wicking as they create 12 colorful paper flowers that can repeatedly wick color to change their look.
With the Mega Cyborg Hand from THAMES & KOSMOS, kids ages 7 and up can build a working, hydraulic hand that they can wear like a glove. Builders can assemble the cyborg hand using more than 200 plastic pieces, fill the piston tubes with water, and adjust it to fit their own hand. The hydraulic pistons enable the fingers to open and close, and to grip objects with enough force to lift them. The mechanical hand simulates the movements of the human hand using hydraulic power for energy transmission without motors or electricity. The hand allows every finger joint to adjust to different angles for precision movement. Builders can configure the hand in three different ways by changing the position of the thumb to create a left hand, a right hand, or a claw-like hand with the thumb in the center.
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RAISING THE BAR
CAN TOYS — AND INTELLECTUAL PROPERTY — DIE? How long will your intellectual property protection last? by HOWARD N. ARONSON, managing partner, Lackenbach Siegel LLP AS WITH MOST PHILOSOPHICAL AND theological questions, what Saint Thomas Aquinas could have answered in a few sentences, 21st-century humanity ponders endlessly. It’s lucky that, as reported in the New York Post, Toy Story director Lee Unkrich recently ended the debate about the survival of toys — at least regarding the film’s characters — when he said, “’They live as long as they exist. But if they were to be utterly destroyed? Say, in an incinerator? Game over.’” But what about intellectual property (IP) — specifically, your IP? Because, like a toy, IP is not a living thing. It cannot die, but it can expire, be canceled, be invalidated, or end in some other fashion. Some IP can — theoretically — exist indefinitely. Other forms of IP have limited duration. Those differences must be understood and considered when protecting your valuable IP. UTILITY PATENTS In the U.S., and by international agreement in most countries, the term of a utility patent (a useful article, method, or other invention) is 20 years from the filing date of the application. Before expiration of the 20-year term, a patent can expire by renouncement or because of non-payment of annuity fees. After 20 years, the patent expires, and the invention may be used by everyone — most notably, your competitor. In the U.S., if the Patent Office stalls the prosecution longer than average, the life of the patent extends by the number of days beyond the usual. Otherwise, the 20-year term applies, so expert preparation and filing can help to maximize the duration of a utility patent. DESIGN PATENTS Design patents — covering the ornamental appearance of products, as opposed to the utilitarian aspects — en-
dure for 15 years from the date of grant, not the application date. (Patents issued from design applications filed before May 13, 2015, have a 14-year term.) Design patents can cover the unique ornamental appearance of a toy that isn’t a new invention, such as the pieces of a board game or the appearance of a figure or toy vehicle.
“Like a toy, IP is not a living thing. It cannot die, but it can expire, be canceled, be invalidated, or end in some other fashion.” COPYRIGHT Copyright protection, which can cover the non-utilitarian aspects of toys, exists from the time the work is created in fixed form, and endures for the life of the author plus 70 years. For joint authorship, the term ends 70 years after the last surviving author’s death. For anonymous and pseudonymous works, the duration of copyright is 95 years from first publication or 120 years from creation, whichever is shorter. The term of a work made for hire is 95 years from the date of publication or 120 years from the date of creation, whichever expires first. There are different rules, including requirements for copyright renewal, for works created before Jan. 1, 1978. TRADEMARKS AND TRADE DRESS Trademarks and trade dress — the “look and feel” of a product — can theoretically last forever because the right in the U.S. is based on use. Once the trademark is registered, the owner must prove continued use in commerce between the
fifth and sixth years following registration, between the ninth and 10th years after registration, and every 10 years thereafter. Thus, the trademark can remain active indefinitely. The trademark for Monopoly, for example, has been renewed for each ensuing term since 1935. TRADE SECRETS Like trademarks, trade secrets can endure indefinitely. There are no registration requirements, so the trade secret is not disclosed as long as the owner takes certain steps under various, but similar, U.S. state laws — with additional federal protection under the 2016 Defend Trade Secrets Act, an amendment to the Economic Espionage Act. To maintain its trade secret, a company must take “reasonable measures” to protect valuable, commercially beneficial information. The Coca-Cola formula and Thomas’ English Muffin recipe are trade secrets, which would have been in the public domain decades ago if the owners had chosen patent protection rather than trade secret protection — so the choice is important. Except for processes of manufacture, trade secret protection is not usually an option for toys. Your IP counsel can help you decide which forms of IP protection fit your company’s needs, and how long that protection will last. »
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. Contact Howard at HAronson@LSLLP.com or 914-723-4300.
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Farm-themed toys and the farm retail channel bring play to the heartland and beyond.
75th Anniversary John Deere Barn Finds 1:16-scale Tractor (Ertl)
by JAMES ZAHN, senior editor AT TOY FAIR NEW YORK LAST YEAR, a quick swing through just a few exhibitor booths revealed hints of an emerging growth trend in an evergreen, classic category of timeless play: farm-themed toys. Often overlooked, toys with agricultural roots are everywhere, and in the past two years, the offerings have greatly expanded at retail. In 1945, Fred Ertl Sr. founded the Ertl Co. in Dubuque, Iowa. A few years later, the Ertl family moved the operation to Dyersville, Iowa, and built an empire from humble beginnings. The company — started when Ertl was laid off from his job — grew from making aluminum tractors forged from scrap metal into an iconic brand that manufactures toys that kids and parents love and premium replicas that collectors covet. “For the last 75 years, Ertl has produced toys that look and function like the real machines that people in the country see on a daily basis,” says Bill Walters, senior vice president, Ag and Vehicle at TOMY International, the current owner of the Ertl brand. “Farming is a lifestyle and a business. Farmers are dependent upon their equipment to make a living. Our toys remind them of the equipment they’ve used in the past and present.” Over the years, Ertl has created licensed toys inspired by real machines, including John Deere, Case, Allis-Chalmers, Ford, New Holland, and Farmall. HONORING THE PAST, PLANTING SEEDS FOR THE FUTURE This year, TOMY debuted a robust
new range of Ertl products that celebrate the legacy and heritage of the brand. The goal is to reach a new generation of kids, some of whom live in urban environments and have never seen a tractor for themselves. That means offering new products such as the John Deere Kids line that features friendly characters like Johnny Tractor and Corey Combine; the Monster Treads Lightning Wheels Tractor; and the long-running Big Farm collection. “We want to get younger kids interested in farming and agriculture,” Walters says. “We start out early with preschool toys that make farming fun, including vehicles and animals.” Ertl hopes that those kids will grow up to be the next generation of collectors.
Take-Along Farm (Melissa & Doug)
In almost every aisle of the toy department, families will find something inspired by farming. Within the past year, Mattel issued the Fisher-Price Caring for Animals Farm and an entire Sweet Orchard Farm theme for Barbie. The Play-
mobil Country line now has a Farmer’s Market and an Equestrian Tournament. The LEGO Group offers farm sets across its Duplo, Friends, and City ranges. A diverse array of toymakers — including Breyer, Melissa & Doug, and Bruder — have their own farm-themed lines, while specialty brands such as Little Buster and Joe Ertl’s Scale Model Toys, serve up an expanded selection. Even the relaunched Micro Machines line from Jazwares’ Wicked Cool Toys subsidiary started with set No. 1: Farm. “Life on the farm is a classic. Most kids learn about farm animals in early childhood, so there is a comforting familiarity that comes with it,” says Annie Laurie Zomermaand, chief commercial officer at Schleich, manufacturer of its own Farm World brand. “Farm is incorporated in many developmental milestones beyond recognizing the animals themselves. For example, many of us grew up learning that ‘C is for cow,’ so children have a natural gravitation to what they know when they see these animals in the store.” The Farm World collection continues to expand with dozens of toys spanning figurines, playsets, figures, and vehicles. SOWING NEW OPTIONS FOR SALES While the big-box and specialty channels tend to get most of the press, the farm retail channel — including ranch and hardware stores — is an important market for toys with a footprint that reaches families in rural communities and areas that might not be able to support a supercenter format. Across the country, stores such
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as Fleet Farm, Rural King, and Big R offer families a chance to get their hands on old standards and the hottest new toys. “Over the past several years, Schleich has dedicated time and resources to partner with the farm and hardware channel within North America,” Zomermaand says. “The partnership spans over many retailers from chains such as Tractor Supply Co. with more than 1,800 locations to smaller chains such as Coastal with 22 stores. The growth within the farm channel for Schleich is not exclusive to the Farm World franchise as boys and girls love dinosaurs, wild animals, and more.” Gregg Huett, president and CEO of Big Country Farm Toys says that in recent years, many families across America have shown increased interest in the farm and ranch lifestyle overall. More consumers are getting involved in farm animals and farming activities like gardening, canning, laying hens, [raising] bees, and the farming and ranching lifestyle in general, he says. “COVID-19 has really accelerated this interest.” CULTIVATING HOLIDAY TRADITIONS Every fall, many retailers in the farm channel issue holiday catalogs that kids use to circle their most-wished-for toys. At both Fleet Farm and the similarly named Blain’s Farm & Fleet, October signals the opening of Toyland. “Fleet Farm created Toyland more than 60 years ago as a way for families to get a jump start on their holiday shopping,” says Heath Ashenfelter, Fleet Farm’s chief merchandising officer. “This time-honored tradition started with a few shelves and has grown to feature a hand-picked list of more than 2,600 toys and gifts. Our toy merchants scour the country and the world for top toy trends.” The holiday season is also an opportunity to encourage giving within the tight-knit rural communities that these stores serve. “Bert Blain, co-founder of Blain’s Farm & Fleet, noticed a real need among his customers for affordable toys — exciting ones kids would love and parents could afford,” says Miranda Becker, Blain’s Farm & Fleet representative. “In keeping with the Blain family’s ‘give-back’
spirit that infuses so much of the company’s culture, since 1957, Blain’s has continued to give back to the communities they serve by hosting a toy drive, which helps collect and provide toys to local children in need.” FARMING PLAY GOES DIGITAL A growing community of enthusiasts has taken farm play into a digital realm, and they’ve gamified it — complete with an esports element. For more than a decade, Giants Software’s Farming Simulator platform has grown to include games for PC, Xbox One, Playstation 4, Nintendo Switch, and mobile. The game has attracted a large number of players worldwide and has its own convention: FarmCon. The Alpine Expansion (due Nov. 12) was revealed at Gamescon and the Season Two finals for the FSL: Farming Simulator League streamed live on Twitch last month. NEW TOYS FOR NEW SEASONS Like changing the fields for a new batch of crops, toymakers are rolling out a steady stream of new farm-inspired toys for the year ahead. Some of them are inspired by sustainability, such as the new Little Tikes Go Green! Tractor, which is made from degradable materials. At Big Country, Huett’s team is working to create new toys that emulate what kids might see while growing up on a farm or ranch. “They watch their parents work on the farm all day with different animals and equipment and want to reenact exactly what they see,” Huett says. “Our business strategy is directly geared toward this idea of making our toys more like mom and dad’s ‘toys’ to create a more realistic and captivating play experience.” While innovation will always continue, sometimes there’s something to be said about sticking with what works. The Kidoozie Funtime Tractor from Epoch Everlasting Play has been available for more than two decades and consistently ranks as a top 10 seller at Learning Express stores across the country. Farm toys can be rugged or cute, and they can teach while providing timeless fun for every generation.»
Farm World Stable with Angus (Schleich)
1:20-scale 18-piece Hay Bailing Set (Big Country Farm Toys)
Kidoozie Funtime Tractor (EPOCH Everlasting Play)
Down on the Farm Series 4 1:64-scale Diecast Assortment (GreenLight Collectibles)
Micro Machines Series 1 No. 1: Farm (Wicked Cool Toys/Jazwares)
The Mandalorian 3.75-inch action figure from Has-
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compiled by JAMES ZAHN, senior editor The leaves are starting to change colors and the days are starting to get a little bit shorter. Now that kids are officially back at school (even though that might still mean learning at home), families have some new entertainment to look forward to this fall. Some of the hottest titles this season are rooted in new ways to enjoy the classics, providing a little of something for everyone, from a kids’ book based on a ‘90s teen movie to video games based on popular toy lines. VIDEO GAMES
G.I. JOE: OPERATION BLACKOUT
BOOKS
CLUELESS: A TOTALLY CLASSIC PICTURE BOOK Celebrate the 25th anniversary of Paramount Pictures’ Clueless with a kid-friendly telling of filmmaker Amy Heckerling’s classic story. Adapted by G.M. Berrow with illustrations by Heather Burns, Clueless: A Totally Classic Picture Book is packed with hidden Easter eggs that pay tribute to Cher and Dionne’s cinematic adventures in Beverly Hills. Taking place in elementary school, the familiar tale finds Cher and Dionne trying to change the new girl, Tai, before realizing that it’s her different style and taste that makes her cool just the way she is. The picture book is a new way to share the ‘90s movie with the kids of the generation who was there the first time. Available now (RP Kids)
Hasbro’s G.I. Joe franchise is back in a big way, and this fall, the legendary battle between G.I. Joe and Cobra returns to gaming consoles for the first time in more than a decade. G.I. Joe: Operation Blackout is a third-person shooter game that features 12 playable characters from the G.I. Joe and Cobra forces, including Duke, Scarlett, Snake Eyes, Cobra Commander, Destro, Roadblock, Storm Shadow, the Baroness, Zartan, and more. Players will engage in combat across 17 campaign missions and can face off or team up in multiplayer game modes. Operation Blackout draws inspiration from Hasbro’s G.I. Joe: A Real American Hero brand that debuted in 1982. Available Oct. 13 (GameMill Entertainment)
BOOKS
HEROES WEAR MASKS: ELMO’S SUPER ADVENTURE The new picture book from Sesame Workshop aims to help kids manage back-to-school anxiety and understand the multitude of changes that they’ve faced when returning to schools and playrooms this fall. Heroes Wear Masks finds Elmo tackling many of the same new tasks that kids are experiencing, including wearing a mask, social distancing, new seating arrangements, and facing anxiety about being away from home amid the pandemic. Available now (Sourcebooks)
VIDEO GAMES
L.O.L. SURPRISE! REMIX: WE RULE THE WORLD The colorful squad of MGA Entertainment’s L.O.L. Surprise! dolls enters the digital world in a video game that features the brand’s new REMIX characters, fashions, vehicles, and surprises. Available Nov. 3 exclusively for Nintendo Switch (Nighthawk Interactive) For more Media Mashup content, visit thetoyinsider.com.
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OUTSIDE THE BOX
E-commerce packaging differs from retail, but the goal remains the same. by TED MININNI, president and creative director, Design Force IT’S NO SURPRISE THAT CONSUMERS are doing more of their shopping online now than ever before. Online shopping was already prevalent for many categories prior to the pandemic, but the shift to online retail became significant once stores selling nonessential items began closing back in March. This change in behavior early on during the pandemic happened purely out of need, of course. Consumers were buying face masks and groceries online to adhere to stay-athome orders. Fortunately for our industry, the toys and games category enjoyed quite a surge in online sales almost immediately as we entered quarantine, with parents trying to keep their kids entertained while working from home. In fact, according to Bazaarvoice (a website that collects user-generated content to provide shopper data for buyers), the category has had one of the largest increases in page views (135%) in 2020 versus a year ago. And, although growth has decreased a bit as slow reopenings began to take place globally, page views for toys were still strong in June at 128%. If this trend continues, and shopping online for toys becomes the new norm for the foreseeable future, what role will
toy packaging play in online sales? To answer this question, we’ll first need to evaluate the role it will no longer play.
A FIRST IMPRESSION The role of toy packaging at mass retail is to capture the attention of consumers among the clutter and chaos of the toy aisles in a matter of seconds. Its goal is to make the brand stand out among the competitive offering and influence consumers to engage with the product it contains through structural shape, branding, color, imagery, and marketing communication. Unless the consumer is browsing the toy aisles knowing exactly what they want, the decision to pick up a particular product and engage with it at retail is quite impulsive. When shopping online, consumers search for the product, brand, or type of toy that they want to purchase. They’re then served up imagery of products that align with their search. If the toy’s packaging is even shown, it’s often quite small, or it’s secondary to the out-of-box product imagery. As a result, the impulse purchase, as well as packaging’s role in it, is all but lost. It’s through packaging that consumers have their first tangible experience with a brand and the products it represents. Therefore, a product’s packaging must make a great first impression. Often referred to as the first moment of truth, this experience plays a critical role in the consumer’s purchase decision at retail. With online shopping, the tactile experience with the product happens after the purchase is made rather than during the decision-making process. Consumers can no longer make their decision while holding the toy packaging in their Mattel’s Hot Wheels ID line features a sleek package design hands, experiencing the size that leans more toward consumer electronics than toys.
and weight of the product, or engaging with a “Try Me!” to learn about the product’s features and its play pattern. And, in most cases, they can’t turn the package around to view other panels and gain further information about the product. Instead, consumers have only the short description and a handful of bulleted features to rely upon for information about the product. At best, they’ll see a front view of the product’s packaging buried among the product photo thumbnails within the listing, and on occasion, the back panel will be included. With this in mind, some brand owners may feel that package design no longer retains the same level of importance online as it does at retail. In the context of online shopping, where the competitive offering is only a mouse click or swipe away from the product being considered, it is imperative that toy packaging works even harder to establish an emotional connection with consumers. It must tell the brand story, convey the play pattern and generate excitement in a simple, synergistic manner, and without becoming too cluttered. Take Mattel’s Hot Wheels ID die-cast cars, for example. This product line gives kids the ability to download the classic, 1:64-scale cars into a mobile gaming app. Using near-field communication (NFC), kids can scan the car and retrieve the necessary information to create an avatar that appears in the game. Search for these cars on Walmart’s website and you’ll find that its sleek, sophisticated, white packaging dominates the first image that appears on the page. The appeal of the package design leans more toward consumer electronics than toys to convey the appropriate tone for the product line. Hot Wheels ID branding holds the upper right corner of the front panel, while
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a beautiful image of the car is parked on top of electronic circuitry graphic architecture coming in from the left. The name of the car appears beneath the image, and the segment icon appears on a triangular snipe in the lower right corner in the segment’s color. Browse through the image thumbnails and you’ll find another view of the package with the front panel lifted to reveal a screen from the mobile app showing a rendering of the car and its performance rating while the car itself is visible through a die-cut window. This overhead view of the actual product is surrounded by the series number, product name, segment name, and icon in white over the segment color and a toneon-tone, segment-specific background element. These images provide an experience much like one that potential customers would have with the product at retail by allowing the packaging to tell the brand story, suggest the play pattern, and convey collectibility. PACKAGING AS AN ADDED VALUE It is often said that packaging is just as important as the product it contains. This is certainly true in the context of blind box toy packaging — the toy industry’s way of packaging collectible products so that kids don’t know what’s inside until the product is purchased and the package is opened. The packaging Moose Toys created for Shopkins Real Littles Lil’ Shopper Packs features real brands found in grocery stores. They’re packaged in blister cards with rendered product illustrations on inserts placed on either side of a Pringles can. And that’s where the unboxing fun begins. Amazon shows the packaging as it is presented to consumers at retail, features another image of kids in the process of opening the Pringles can, then completes the unboxing experience by showing the Pringles can turned over with its contents displayed in a way that clearly conveys that
they were hidden within the Pringles can. Presenting packaging in this way leaves no doubt in the minds of consumers that the unboxing experience — and the element of surprise that it provides — brings further value to the product line. TELL A BRAND STORY PlayMonster recently launched a new building system called Snap Ships, which allows kids to create multiple, intricately detailed spacecraft models with a variety of action features. Each Snap Ships set includes pieces to build a ship or vehicle, and all of the sets are interchangeable, so kids can freeform build in any way they want. The construction toy category is a tough one to enter in today’s marketplace. To do so during a global pandemic — when online shopping is the most likely purchase method — presents its own set of challenges, such as how best to convey the fundamentals of the building system, its versatility, its fun and unique features, and the play pattern that’s encouraged after kids complete the builds. However, due to its great package design, viewing the Snap Ships product line on Amazon leaves no question unanswered. The initial image of each set shows the front panel of the package in scale with the completed model. It also shows the package lid doubling as a display base for the model. Another image of the back panel of the package features an exploded view of every part that’s included in the set and shows how the basic building blocks and specialty pieces interconnect to build something quite amazing. It’s clear that showing multiple views of a toy’s packaging within its
The lifestyle images for Moose Toys’ Shopkins Real Littles Lil’ Shopper Packs display the unboxing process.
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Kids can build a spacecraft model with PlayMonster’s Snap Ships.
online listing is key. Simply showing the front panel isn’t enough when there’s a level of complexity to the product’s attributes or if there’s an unboxing experience involved. Multiple images of the product’s package are necessary to complete the brand story and convey value. Lastly, let’s not forget the impact that well-conceived and well-executed toy packaging will have on consumers returning to the site to purchase other products in your line. With the unboxing experience being heralded as a way to add value to a brand, package design continues to work to the brand’s advantage, even after the purchase is made. Don’t underestimate the importance of toy packaging in e-commerce. Although its role online differs from its role at retail, the goal remains the same. It still must generate excitement about the brand and the product it contains. And it must engage consumers in a way that truly motivates their decision to buy. » Ted Mininni is president and creative director of Design Force, one of the leading design consultancies in the toy and entertainment industries. Through the disciplines of package design and licensing program design, Design Force establishes strong emotional connections with consumers, creating powerful visual brand experiences that engage, excite, entertain, inspire, and influence their decision to buy. Mininni can be reached at 856-810-2277 or via email at tmininni@designforceinc.com. Visit designforceinc. com for more information.
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TOY ASSOCIATION PERSPECTIVES
MEET THE STEAM DEMAND
The Toy Association launches a framework to help develop STEAM toys. by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association THE CURRENT ACADEMIC YEAR IS filled with uncertainty for parents who are trying to figure out how to juggle their kids’ schooling with the health and safety of their families. With a lot more learning at home taking place, The Toy Association predicts that parent-driven purchases and educational toys will continue to surge in popularity this fall — meaning that high-quality activity toys; products with a lot of play value; and, of course, STEAM toys (teaching kids science, technology, engineering, arts, and math) will be in high demand in the fourth quarter and well beyond. With that in mind, The Toy Association is gearing up to release its “STEAM Toy Assessment Framework” this fall to help toymakers develop and market products that meet a consistent definition of the STEAM category. The framework will be available as a checklist for toy companies to assess whether their toy can be categorized as a STEAM toy, meaning the product: • Has all four characteristics of a “good toy” • Has all six of the prime STEAM characteristics • Links to at least two of the specific STEAM areas The criteria are set out in the framework and organized by age, ensuring that the learning goals supported by toys are age appropriate. “Parents are looking for ways to keep young minds sharp this school year and our past studies have shown that millennial parents believe STEAM skills to be integral to their child’s future success,” says Ken Seiter, executive vice president of marketing communications at The Toy Association. “Our goal is to help members and others in the industry create excellent, safe toys that will keep kids creative, learning, and engaged. The STEAM Toy Assessment Framework is the latest in our ongoing initiatives to help toymakers design toys that have top-
notch educational value.” The new framework uses findings from The Toy Association’s “STEM/ STEAM Formula for Success” report — which was released last year — and takes them to the next level by clarifying and streamlining all characteristics. It also draws on child development milestones, a collection of U.S. learning standards, and an independent review of existing STEAM toys.
"Our goal is to help members and others in the industry create excellent, safe toys that will keep kids creative, learning, and engaged." The importance of creativity is recognized within the framework as well, with artistic expression having been linked to a person’s ability to innovate. More on the
creativity aspect of STEAM can be found in “Decoding STEM/STEAM,” The Toy Association’s inaugural report on the subject. “Our cadre of research has shown that the best STEAM toys promote open-ended play, encourage trial-and-error exploration, teach problem solving, and allow children to lead the play experience,” adds Seiter. “With the new framework, companies will be able to seamlessly and mindfully integrate these characteristics into their products and elevate the play experience for a new generation of kids.” Toy and play professionals can visit toyassociation.org/STEAM to read all existing reports and access a variety of additional resources, one-pagers, worksheets, and brochures. The “STEAM Toy Assessment Framework” will be available on the website in the coming weeks. Questions about The Toy Association’s STEAM initiatives may be directed to Anna Yudina, senior director of marketing initiatives at The Toy Association (ayudina@toyassociation.org). »
Learning Resources’ Botley 2.0 Activity Set
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MARKETING MEMO
FROM SALES PITCH TO SHELF Tips to Get Retailers to Buy More of Your Products by GWEN OTTENBERG, owner, Imagine That Toys I TELL MY CUSTOMERS THAT IT IS my job to make them look good — “go ahead, take credit for the gift wrap.” (And, of course, the wrapping has my store’s name on it.) We are the experts. That is why customers choose to visit a brick-and-mortar store. Manufacturers and sales representatives are behind the scenes helping retailers become these experts. We need “just the facts, ma’am,” as Joe Friday would say. As a retailer, I want to be more informed than my customers. These days, that is not an easy feat. First, remember that there is more to selling than just physically having a product. Let’s assume that you have a great product and packaging to support your marketing efforts. Here are a few tips to help you get retailers to buy and sell more of your products. • Sales Reps: Give your representatives all of the pertinent info they need to make the sale before they meet with retailers. This includes catalogs, images, case packs, pricing, special deals, etc. • Catalogs: If you want to sell product, you need to have a catalog. When mailing catalogs, handing them out at events, or sending them to sales representatives, you need to include the price list. It’s useful to have catalogs and prices listed in an email, and I personally am extra excited to receive a priced catalog digitally. This benefits the sales representatives because they are able to sell that line immediately. Many companies get skipped in my January appointment when the representative doesn’t have a new catalog, a price list, or the catalog isn’t priced yet. • Emails: Include every single piece of information that a retailer would need to place an order, including a catalog or a link to one, an accurate price list, the opening amount, information about specials, sales representative information, etc. (Yes, every single time.) If a company piques retailers’ interest, having all of the information at their fingertips could push them to write an order right that minute. • Digital Assets: Sharing these with stores will guarantee that your product
looks professional when it is used. This gives the manufacturer more control over how the product is portrayed. These can be used for shelf-talkers, emails, Instagram posts, Facebook posts, or YouTube videos. Put a link to a high-quality image bank in every single email that you send. These could include product shots in and out of packaging and lifestyle shots. Please use appropriately aged kids when they are playing with a toy — too young or too old will make a difference in the sale of the product. • Email Signatures: Make sure every single member of your team has an auto signature that has, at the bare minimum, their name, the company name, a telephone number, and a link to the company’s website. If I need to reach out, I should not have to go any further than the last email. • Public Relations: If you have won an award or know that you are going to be featured on TV, please make sure your retailers are aware. It is very frustrating when customers call to ask about a product that they just saw on a morning show, and we were not aware that something was going to be featured. If I have advance notice, I often stock up on an item to meet — and even exceed — demand. • Relationships: Build relationships with retailers who love your product. They will be your best brand ambassadors for the consumer and other retailers. Create a private Facebook group to share product tips, trends, and press releases. This is also a great place to ask for feedback. • Game Manufacturers: Put a quick info sheet inside the box so that when a staff member opens the product, they can quickly learn what the game is until they have time to actually play it. This will lead to faster sales! • Product Demos: Product demos are awesome — if they make sense. Staff will always sell more of the products that they understand well and have played with than items that just sit on a shelf. We sell what we demo! • Timing: Let retailers know when to expect your product in store. We see amazing products at Toy Fair New York,
but we don’t always get accurate release dates. The difference between June and November is huge in retail. • December Sales Meeting: Provide a catalog and/or sell sheets for the upcoming year, even an ugly unfinished one, to share with buyers to take notes. Lines that do this will guarantee that they are the first-shown to buyers in January. • Keep It Simple: Send whatever marketing you choose to do to every customer in every order. Don’t offer an item number that a sales representative has to remember to put onto the order. You have created it; put it in our face! • Listen: Stores will have feedback, and that could be what takes your company or product to the next level. We are building the future of what the industry looks like. Our customers are informed before they enter our stores. We need to work together so that we all sound like experts. Sales representatives and retailers are brand ambassadors to every single customer who we meet. Hopefully, this insight will help retailers figure out what’s worth doing and save the manufacturers’ money, time, and sanity, all leading to more sales! » Gwen Ottenberg is the owner of Wichita, Kansas-based Imagine That Toys, which just turned 12 years old. She searches for the coolest toys that will keep a child or adult engaged for years to come. She is a certified balloon artist (CBA) from Pioneer Balloon and has earned both certified master retailer (CMR) and certified play expert (CPE) certifications from the American Specialty Toy Retailing Association (ASTRA).
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issue head-on. Our goal with B-WIT is to attract, recruit, spotlight, and advocate for Black women, and we’re focusing on three key areas: recruitment, scholarships, and programming. In fact, we’ve already earmarked funds to grant two additional WIT scholarships to Black women. We’re also launching a new WIT Ambassador Program, which I’m super excited about! We will be introducing our industry and all the different career options to a diverse student population of candidates — and we’ll meet them where they are — at colleges and universities. WIT: In your view, what are the challenges facing Black women and women of color in our industry today? DW: One of the biggest challenges is advocacy. Our industry needs more people to sponsor and advocate for Black women and women of color. In addition to focusing on creating the next hot toy or viral marketing campaign, companies need to be thinking about how important cultivation of diverse teams is to their business and bottom line. Implicit bias is another challenge. Everyone has implicit biases, whether we admit it or not. These are the automatic unconscious associations we make, driven by stereotypes, that can ultimately affect how we perceive others and how we make decisions. We need to check our biases at the door. WIT: How can our industry attract, recruit, and retain Black women and women of color in the workforce? DW: Awareness is key, and it must come from the top down. Companies need to take a good hard look at the diversity on their boards and leadership teams and set intentional recruitment and professional development priorities. Networks and resources, like historically Black colleges and university alumni groups, historically Black sororities, professional organizations, and graduate and micro social networks can be great paths toward finding candidates. With our Scholarship Program and Ambassador Program, WIT is focused on connecting with diverse colleges and universities, cultivating the ecosystem, and meeting candidates where they are. Education also plays a role. WIT is planning educational programming that will include talks like “What Does a Career in Toys, Licensing, and Entertainment Look Like,” which we will socialize throughout the WIT Ambassador Program. This type of programming has the potential to influence the career choices of undergraduate students through our college and university partners. Our ability to create change is only limited by our individual commitment to creating a better industry for us all. I invite you to join me and WIT to be part of that change. »
To place a classified ad, please contact Bill Reese at 212-575-4510 x2322 or bill@toybook.com.
Mary Kay Russell is executive director at Women in Toys, Licensing & Entertainment, a global nonprofit organization that champions the advancement of women through leadership, networking, and educational opportunities. Prior to her role at WIT, Russell worked in the toy industry in multiple roles, including a marketing professional, inventor, and manufacturer.
98 THE TOY BOOK | OCTOBER 2020 | toybook.com
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The Toy Book’s 2021 Double Play! Toy Fair New York is postponed, but our BIG Toy Book will be available this February as a source for all things new and exciting coming to toy retail shelves in 2021! Last year, our February BIG Toy Book featured 292 pages of new toys, trends, executive interviews, and so much more. This February, our BIG Toy Book is more important than ever before.
Advertise in the Toy Book’s BIGGEST issue of the year, and package it with an ad in any other 2021 issue!
PRO PACKAGE • •
Full page ad in the February BIG Toy Book,
including video embedding in the digital version Full page ad in any other 2021 issue of the
Toy Book with video embedding in the digital version
•
Banner ad on Toy Report newsletter for 8 weeks
•
Box ad on toybook.com for 8 weeks
•
Q&A or editorial feature with logo, headshot,
(120K+ impressions)
(240K+ impressions)
& product images on toybook.com and shared through all Toy Book digital, email, and social media channels
STARTER KIT •
Half page ad in the February BIG Toy Book
•
Half page ad in any other 2021 issue of the Toy Book
•
Banner ad on Toy Report newsletter for 4 weeks
•
Box ad on toybook.com for 4 weeks
(60K+ impressions)
(120K+ impressions)
Showcase your new toys to ALL retailers who sell toys, in the BIG Toy Book! CONTACT: Jackie Breyer, Jackie@toybook.com | James Devin, jd@toybook.com
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