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OCTOBER 2021
IN THIS ISSUE Volume 37, No. 5 — Published by Adventure Media and Events LLC
Editor-in-Chief Maddie Michalik maddie@toybook.com
DEPARTMENTS 8 | From the Editor 10 | ASTRA’s Insights
104 | Raising the Bar
86 | Talkin’ Toys: Silvergate Media
106 | Outside the Box
11 | Toy Association Update
94 | Property Profile: Gabby’s Dollhouse
12 | Industry Update
96 | WiT Stories
110 | Industry Insights
14 | The Toy Insider Events: Sweet Suite 2022
98 | Marketing Memo
111 | Pop Quiz
100 | Media Mashup
112 | Backstory: Pokémon
102 | Compliance & Regulations
114 | Flashback
15 | The Toy Insider Holiday Gift Guide 2021
Group Publisher Jackie Breyer jackie@toybook.com
108 | Toy Association Perspectives
Deputy Editor James Zahn james@toybook.com Senior Editors Madeleine Buckley mbuckley@toybook.com Jackie Cucco jc@toybook.com Ali Mierzejewski ali@toybook.com Marissa Silva marissa@toybook.com Editorial Assistants Hannah Sacks hannah@toybook.com Nicole Savas nicole@toybook.com Editorial Interns Ria Malatesta Sydney Reynolds
16 | The Supply Chain Saga Continues The toy industry continues to face its most complex challenge yet. 20 | Toy Industry Sales Get a Boost The U.S. toy industry continues to grow during the first half of 2021. 22 | What’s in Store for Q4? What the 2021 Holiday Season May Look Like for the Toy Industry 26 | YouTube’s Algorithm Gets an Update The digital space reorganizes again amid a battle between high- and low-quality content. 87 | Spielwarenmesse 2022 Discover the spirit of play at the Spielwarenmesse trade show.
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FEATURES
From left to right: New-for-2022 items — Electric Charge Pikachu from Jazwares, Gus the Fine Motor Cactus from Learning Resources, Disney Baby Honey for Pooh book from PI Kids, and Bunny Stacker from Hape
Art Director Joe Ibraham joe@toybook.com
92 | Streaming into Sales How Streaming Services Impact the Toy Industry
Production Director Bill Reese bill@toybook.com
103 | Oh, Ship! Taking Steps to Reduce Our Carbon Footprint
Executive Director of Sales & Marketing James Devin jd@toybook.com
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Sales Executive Stephanie Infantino stephanie@toybook.com
2022 Toy and Game Preview
Looking Ahead to Next Year’s New Products
44
Account Executive Erica Hernandez-Wieczorek erica@toybook.com
2021 Late Holiday Launches
Controller/Office Manager Lori Rubin lrubin@adventurepub.com
The Hottest Toys Coming to Store Shelves This Year Spin Master’s Purse Pets Micro Minis will be available in January. Browse through more new-for-2022 toys starting on page 28.
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President Laurie Schacht laurie@toybook.com
On the cover: Magic Mixies from Moose Toys | Photo: Francisco, Grace and Shine Photography The Toy Book Volume 37, 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 © 2021 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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FROM THE EDITOR
OVERCOMING SUPPLY CHAIN ISSUES THIS SEASON by MADDIE MICHALIK, editor-in-chief SING IT WITH ME: IT’S THE MOST unpredictable time of the year! The warnings that manufacturers have been cautioning since the beginning of the year are now coming to fruition. To be blunt, the global supply chain is one giant mess between a shortage of raw materials, ongoing impacts of factory delays from COVID-19-related shutdowns, backups at ports, and the gigantic price increases for shipping containers (in some instances, containers that cost $2,500 are now going for $26,000 — a 1,000% increase). And now, labor shortages are adding to the supply chain problem, as jobs are waiting to be filled in all sectors: from the docks and warehouses to transportation. As federal aid is ending in the last few months of the year, employers are struggling to fill these empty positions as workers are holding out for higher wages. Jobless claims are evening out to match pre-pandemic levels, but unemployment numbers are much higher than before COVID-19 hit, according to the National Retail Federation. As of June, there were 10.07 million nonfarm job openings, but only 9.48 million people seeking work – just under one unemployed worker for each job opening in the economy. And these labor costs are almost always passed on to the consumer, so we can expect inflation in the U.S. very soon. And that is coupled with already increasing prices on toys and games due to the aforementioned cost of containers and bottlenecking at the ports. I have spoken to many retailers who have said that they are trying to build in and absorb the cost as much as they can, but increasing MSRPs will become inevitable at some point. Despite all of these hurdles, retailers and manufacturers are doing all that they can do to mitigate these effects. Big-box stores like Walmart are chartering their own ships to make sure product is here in the U.S. in time for the holiday shopping season. Some companies are packing containers with products still in
pieces and assembling them in the U.S. There are so many more moving parts to this situation, so read about the latest in the global shipping crisis from Deputy Editor James Zahn on page 16. But amid all of the madness, some independent retailers are having their best years ever — already passing last year’s sales numbers — and those who bet early and got as much product as they could during the first half of the year are doing exceptionally well. But to those who need inventory right now, I’m proud to introduce the Toy Book’s Get List. The Get List is a resource to connect retailers with manufacturers that have products ready to ship — whether they are manufactured in the U.S. or Canada, or are already sitting in a U.S. warehouse. We vetted each item on the list to make sure that, yes, it is actually available right now. Make sure to browse through the linked catalogs and view the availability and price lists for an even broader selection of available toys and games. I truly hope that The Get List will help to decrease empty shelves this holiday season and will serve as a way to make new connections in the industry. You can access
The Get List on toybook.com’s homepage or scan the QR code on page 19. Despite these uncertain times, 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 28) for an idea of what you should be stocking your shelves with in 2022. This issue also includes a robust holiday launch showcase beginning on page 44 that shines the spotlight on new toys and games coming out during the remainder of the 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 and plan for 2022. Happy holiday season! » 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.
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ASTRA’S INSIGHTS
THE HOLIDAYS ARE HERE What Specialty Retailers Can Expect in Q4
by SUE WARFIELD, president, American Specialty Toy Retailing Association AS ASTRA’S 2021 MARKETPLACE & Academy drew to a close at noon on Aug. 8 in Minneapolis, the atmosphere was charged with energy as exhibitors and attendees left the venue excited to have actually been together in-person again. The experience of being able to connect with industry colleagues and to see and touch products while learning what was readily in-stock in U.S. warehouses was the key to driving all of the order writing that took place at the show. What do retailers and manufacturers anticipate for the fourth quarter of 2021? We’ve all learned a lot about how to adjust our business models throughout the tough ups-and-downs of doing business during the pandemic. This fall, store openings and/or closings due to a resurgence of COVID-19 and the spread of the delta variant is not the focus, as retailers have adjusted their selling methods to cope with a limited number of customers in their stores, mask mandates, and even complete shutdowns.
Retailers look to stock store shelves with classic toys that provide engaging play experiences. Smarty Pants Findlay in Findlay, Ohio revamped its puzzles display with new offerings ahead of the holiday season. | Source: Jane Hassan
ASTRA’s Marketplace & Academy took place from Aug. 5-8 in Minneapolis. Guests stopped by Fat Brain Toy Co.’s booth for some game demos. | Source: ASTRA
The “buy local” movement gained great momentum during 2020 and continued this year. The biggest issue facing the entire specialty industry now is getting products into U.S. warehouses and on store shelves at reasonable prices. ASTRA’s Neighborhood Toy Store Day is Saturday, Nov. 13, and plans are underway to make it a great day for independent, brick-and-mortar toy stores. If product is available, retailers will surely have it on their shelves for this event. Many specialty toy stores plan to highlight the award-winning products from ASTRA’s Best Toys for Kids list and have ramped up their orders to fill their shelves with these toys and games. Plus, there’s a renewed focus on interactive, classic playthings. Over the past 18 months, many of our retailers experienced parents and other caregivers looking for engaging, classic toys that use brain power instead of battery power. We have all been so tied to screens — adults working remotely and kids dealing with virtual learning — that the desire to incorporate more screen-free playtime is greater than ever.
Overall, the outlook for Q4 sales is stronger than ever. Perhaps one of the most important lessons that we’ve learned throughout the pandemic is that being together is crucial to our society. The need to interact with those around us is essential to our well-being. Consumers rediscovered toys, games, and puzzles as a means to connect with friends and family, and those categories will continue to fuel toy industry sales. Independent, neighborhood toy stores will be ready to work with their local customers as needed, utilizing whatever shopping methods that they can to provide the best toys, games, and gifts for holiday gift-giving. The outlook for the specialty industry for Q4? Strong and steady as we forge ahead! » Sue Warfield, 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 alongside her husband at a manufacturing business.
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#SHOPEARLY4TOYS
TOY ASSOCIATION UPDATE
The Toy Association supports its members amid the global shipping crisis. by KRISTIN MORENCY GOLDMAN, senior advisor, strategic communications, The Toy Association THE INTERNATIONAL SHIPPING CRISIS — caused by a remarkable increase in consumer demand coupled with a shortage of shipping containers and massive congestion at the ports — is severely impacting every consumer category from furniture and apparel to electronics and toys. Unfortunately, it might be a lot harder for shoppers to find what they are looking for this holiday season. The Toy Association is aggressively tackling the shipping crisis on behalf of the toy community by urging government officials to implement solutions; sending letters to the House Transportation Subcommittee and to Congress to underscore the issue; meeting with the Federal Maritime Commission; and spreading media awareness about how these disruptions are threatening the toy business and its annual U.S. economic impact of $97.2 billion. The Association is also actively encouraging parents and other gift-givers to #ShopEarly4Toys to avoid disappointment. “The Toy Association launched a media campaign in late summer urging families to shop early for toys this Christmas, rather than waiting too long or for promotional sales,” says Adrienne Appell, senior vice president of marketing communications at The Toy Association. “We know the shipping crisis is being felt not only across the toy industry, but also by families scrambling to find the toys their children have their hearts set on. Getting the message out there to shop early and avoid disappointment has been a key focus of our communications heading into Q4.” Coupled with the “shop early” message, The Toy Association has been educating consumers on the dangers of counterfeit toys lurking online to ensure that parents and other gift-givers are not turning to unreputable sellers peddling fake and unsafe products as they search
for the toys on their kids’ wish lists. “Given the rise in online shopping and the forecasted shortage of products, we are stressing the importance of being extra vigilant about counterfeits,” Appell adds. “A ‘toy’ sold by an unknown and unverified online seller might be a fake that has not undergone the safety testing required by federal law. If a deal on a hot toy looks too good to be true, it probably is. We are advising consumers to buy the real thing — or wait for a trusted retailer to re-stock what they are looking for rather than buy a fake toy or cheaper alternative that might be unsafe.” Here are some tips for avoiding counterfeits that the toy community is encouraged to share with families: • Shop at reputable stores and online retailers you know and trust. Toys sold at these establishments are guaranteed to have been tested for compliance with more than 100 strict standards and tests. • When shopping online, your best bet is to visit the toy brand’s website and either purchase directly from the site or follow links to an official retailer. • Look at the internet address when shopping online. A secure site will have “https://” at the start. • Check that the brand or company you are purchasing from has a professional-looking website. Can’t find a website for the manufacturer or seller? That’s a red flag. • Check product reviews. If they are negative, filled with grammatical errors, or if there aren’t many, it’s a clue that the product could be a fake. • Check the product images. Poorly edited pictures of kids playing are another clue that the product could be illegitimate, and therefore unsafe. • If you do receive a product that you believe is fake, contact your credit card company. Not only will you get a refund, but if there are numerous complaints, the
fraudulent seller can also be identified by the credit card company who will, in turn, stop working with them. • Be vigilant when buying from international sellers. For products shipped directly from international sellers, check seller ratings. You can generally identify international shipments based on how long it takes for a product to get to you. • Inspect the product and packaging when it arrives to not only make sure it meets expectations, but also to check for broken or damaged parts that may break off and pose choking hazards. • If you aren’t sure, check the brand’s website to compare your toy with the toy advertised. And contact the brand’s customer service. They will gladly help ensure that you have the real toy! The Toy Association will share tips for avoiding counterfeits and more general toy safety advice during its Toy Safety Awareness Month this November. Throughout the month, the Association will highlight the toy community’s dedication to product safety and promoting safe play to parents and caregivers. Manufacturers, retailers, and anyone passionate about toys and play are encouraged to take part and become a “Toy Safety Awareness Ambassador.” More information about the initiative, including social media assets, will be shared in the coming weeks. » As The Toy Association’s senior advisor of strategic communications, Kristin Morency Goldman keeps members of the toy community apprised of the latest global developments in toy trends, safety, retail, marketplace events, international trade, market research, and other topics impacting the business of toys and youth entertainment. She holds a master’s degree in media, culture, and communications from NYU.
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INDUSTRY UPDATE
JAZWARES SIGNS WITH CAA FOR SQUISHMALLOWS
Squishmallows plush collection Source: Jazwares
Squishmallows, Jazwares‘ popular brand of soft plush toys, has signed with entertainment and sports agency Creative Artists Agency (CAA) to expand the Squishmallows brand with new entertainment offerings. By representing Squishmallows, CAA will identify and create opportunities for the brand across a variety of categories, including — but not limited to — film, TV, video games, publishing, and live touring. Earlier this year, Squishmallows made its first venture into content creation with Squishville, an animated web series produced by Moonbug Entertainment and inspired by the product line of the same name. »
TOY FAIR DALLAS 2021 CANCELED, OTHER TRADE SHOWS PROVIDE UPDATES Due to concerns over the spread of the COVID-19 delta variant, The Toy Association canceled this year’s Toy Fair Dallas. However, plans for Toy Fair New York 2022 continue, and Spielwarenmesse is still scheduled to take place from Feb. 2-6. ABC Kids Expo (Orlando) and Distoy (London) were also both postponed to next year due to the ongoing pandemic. Licensing Expo announced plans to return for an in-person convention next year, scheduled for May 24-26. »
THE TOY ASSOCIATION REVEALS TOY INDUSTRY HALL OF FAME INDUCTEES The Toy Industry Hall of Fame will induct four industry legends into its ranks next year. Following a month of voting and consideration, The Toy Association selected Jim Pressman, former president of Pressman Toy Corp., and Bob Wann, Chief PlayMonster at PlayMonster, in honor of their lasting contributions to the toy industry. The Hall of Fame Subcommittee on Posthumous Selection chose the late
Johnny Gruelle, creator of Raggedy Ann and Andy, and the late Playskool Institute Founder Lucille King for induction. The Hall of Fame induction will take place during The Toy of the Year Awards on Friday, Feb. 18, 2022. »
NRF CAUTIONS: THE LABOR MARKET WILL DRIVE INFLATION
It’s no secret that the entire supply chain for consumer goods — including toys and games — is facing challenges. One big issue, particularly in the U.S., is labor. Job openings are waiting to be filled as many workers hold out for higher wages, and the result is a lack of workforce in the supply chain. Last month, National Retail Federation (NRF) Chief Economist Jack Kleinhenz expressed concern that employers’ struggle to fill open positions will fuel inflation in the months ahead as certain wages rise. “The bulk of the recent upturn in U.S. inflation has been driven primarily by supply chain bottlenecks and low levels of inventories, but high labor costs are often passed on to consumers and are considered a precursor of broader inflation,” Kleinhenz says. “We will be monitoring labor market developments
intently to determine if expanded payrolls expected in the coming months will influence inflationary pressure, especially as wages and salaries increase.” »
WHP GLOBAL, MACY’S TEAM UP FOR ANOTHER TRU REBOOT IN THE U.S.
Macy’s and WHP Global are teaming up for yet another shot at a Toys “R” Us (TRU) reboot in the U.S. Under the new deal, TRU will come to more than 400 Macy’s stores in dedicated, experiential departments beginning next year. In the meantime, consumers can visit macys.com/toysrus to shop an assortment of toys curated by TRU. In a similar arrangement to TRU’s short-lived partnership with Target in 2019, Macy’s will also handle orders for the TRU website. The new toysrus.com is, according to the site, “Powered by Macy’s” and is intended to “seamlessly connect consumers to toy offerings at macys.com.” »
YOUTUBE KIDS TO REMOVE ‘OVERLY COMMERCIAL CONTENT,’ PAID PLACEMENTS In August, YouTube released new
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guidelines stating that content containing paid product placements or endorsements will no longer be allowed in the YouTube Kids app. It is required that creators disclose such relationships, and now, when a creator discloses paid product placement or endorsement in their video through YouTube Studio, the platform will remove the videos from the YouTube Kids app automatically. According to YouTube’s Overly Commercial Content Policy, overly commercial or promotional content includes traditional advertisements for products and services uploaded by creators or brands, content that incites the viewer to buy a product, videos focused on product packaging, and videos focused on the excessive accumulation or consumption of products. »
PLAYMONSTER, HASBRO EXPAND PARTNERSHIP FOR PLAYSKOOL PRODUCT
PlayMonster expanded its pact with Hasbro in a new deal to reimagine certain classic preschool toys under the Playskool brand. Beginning next year, PlayMonster
will grow its presence in the preschool aisle with Playskool Weebles, Playskool Glo Friends, Playskool Little Wonders, and The Original MagnaTab. PlayMonster says it will continue to reintroduce key sub-brands and new products in the years ahead. The new deal is the third relaunch from PlayMonster and Hasbro, following Spirograph and Koosh. »
DISGUISE BUILDS UP MULTIYEAR EXTENSION FOR LEGO LICENSING
Disguise Inc. — the costumes and seasonal division of Jakks Pacific — inked a deal with The LEGO Group for a multiyear extension of the global rights to design, market, manufacture, and distribute a full range of LEGO costumes and accessories for kids and families around the world. Disguise and LEGO first locked bricks back in 2015, and Disguise credits the deal with helping to establish a global footprint for its costumes over the past six years. »
FUNKO INCREASES SEASONAL PRESENCE WITH HALLMARK AND WALMART COLLABORATION Funko is expanding its holiday offerings through a new deal with Hallmark for a range of holiday products coming to Walmart this fall. The company joins Hallmark’s 2021 ornament collection with a range of Pop!-style depictions of characters from comics, movies, and TV. Additionally, Walmart will offer Funko x Hallmark wrapping paper featuring characters from The Office, Five Nights at Freddy’s, DC Comics, and more. » Funko Pop! Hallmark Superman ornament | Source: Funko
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SWEET SUITE RETURNS TO NYC ON JULY 13, 2022 Early Bird Rates Available Now
THE TOY INSIDER AND THE TOY BOOK will host the 13th annual Sweet Suite event live and in person on July 13, 2022 at Pier Sixty in New York City. Sweet Suite is the ultimate toy event connecting top digital influencers and press with the hottest toys coming to market. This exclusive event is the most effective way to get your hot new products in front of the most influential consumers and top-tier press in the country. Known as the Biggest Night of Play, Sweet Suite will welcome more than 350 members of the press, YouTube creators, and digital influencers to connect with toy brands, meet face-to-face, and get hands-on with the hottest toys and games of the season. Guests will play with hundreds of new toys and enjoy an exciting party
atmosphere with tons of interactive elements, such as photo-ops, contests, games, and more. Attendees will also enjoy gourmet food and cocktails, all while getting a first look at new product reveals and making new industry connections. For the last two years, Sweet Suite took place virtually due to the COVID-19 global pandemic. The “@ Home” version of the event allowed guests from more than 15 different countries to mingle via Zoom, explore a 3D show floor, and scope out the hottest new products from top companies including VTech, Just Play, Bandai America, Jazwares, Nintendo, Kid Trax, Jakks Pacific, Basic Fun!, Crayola, Hasbro, PlayMonster, Mattel, LEGO, WowWee, Spin Master, Moose Toys, and many more. In 2022, Sweet Suite will once again
take place live, but there will also be a virtual companion event for those who can’t attend in person, maximizing exposure for companies’ top products with influencers and press all over the world. After the event, the fun will continue when enormous swag boxes are shipped directly to attendees’ homes, sparking a resurgence in social media impressions and ensuring that influencers and journalists have products on-hand to review and share unboxing videos with their millions of followers. Sponsors have already begun to reserve space at Sweet Suite 2022. Multiple levels of sponsorship are available, so if you’re interested in securing early-bird rates for the event, 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 16th annual holiday gift guide.
ADVENTURE MEDIA & EVENTS, 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 16th 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, game, and gift recommendations at all price points, making it easy for gift-givers to find the perfect product for every kid on their list. The Toy Insider team spent the past year reviewing and evaluating all of the latest toys to identify the most compelling and hottest new products to help gift-givers get an early start on their holiday shopping. Jam-packed with more than 300 toy recommendations from more than 130 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 (34), 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 $20 list, sure to keep everyone’s budgets holly jolly this year. Garnering more than 13.2 billion consumer impressions last year through approximately 400 TV segments in 29 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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The toy industry continues to face its most complex challenge yet. by JAMES ZAHN, deputy editor THIS HOLIDAY SEASON, THERE’S pretty much only one question on everyone’s mind: “Where is my product?” With just a little more than two months to go until Christmas and an exceptionally early Hanukkah this year (kicking off on Nov. 28, just two days after Black Friday), the outlook for a successful holiday season continues to fluctuate. Families will have less time to plan, retailers will have less time to sell, and the ongoing global supply chain crisis continues to cause anxiety on par with being delivered a lump of coal this season. If there’s a Grinch involved, chances are the cold-hearted villain is working for one of the major shipping companies responsible for supplying containers and ocean transport. Over the past year, container prices have increased from as little as $2,500 to as much as $26,000. In the meantime, some container shipping companies, such as Hapag-Lloyd AG, began adding a Value Added Surcharge fee to trans-Pacific trade, including shipments from China to the U.S. and Canada. In a widely circulated LinkedIn post this summer, ZURU’s Co-Founder and Director Nick Mowbray flat-out called these increases “price gouging” just as the first lawsuits on the matter began hitting U.S. courts.
Across land, air, and sea, shipping is a big issue. | Source: Adobe Stock
On Aug. 1, Loadstar reported that MCS Industries — a family-owned home furnishings company — filed a complaint with the Federal Maritime Commission alleging that shipping lines, including Cosco and MSC, violated the 1984 U.S. Shipping Act by colluding with one another to “unjustly and unreasonably exploit customers” while “vastly increasing their profitability at the expense of shippers and the U.S. public generally, which bears increased freight cost in the form of inflation.”
“We’re looking inward at costs to help offset them. We are really trying to take the hit off of our partners and the parents we serve every day.” — Ryan Gunnigle, Owner and CEO, Kids2
A week later, MSRP increases began hitting retail en masse, making good on the warnings from toymakers that had been dominating headlines all summer.
No one wants to be the Scrooge, but the reality of consumer products in 2021 is that every aspect of the supply chain — from raw materials issues to labor — is struggling to keep up. “Right now, it is a two-fold issue of actually getting product to leave the factory on time, and then the immense delays and expense on shipping the product to the States,’’ says Brian Flynn, founder and owner of Super7. “Every time a product slips two weeks, it has a cascading effect on every product behind it, and there is no way to make up for the lost time.” McFarlane Toys’ CEO and Creative Force Todd McFarlane explains that the challenges continue even after product hits U.S. shores. “Getting containers is an issue at point of origin, and once you can get them — at an inflated price — then it becomes a question of even if they get here, can you get them offloaded in an efficient way?” Making sure that product arrives safely and on time is something only those with exceptionally deep pockets can afford. During its second-quarter earnings call, Walmart U.S. CEO John Furner revealed that the retail giant had chartered its own vessels to keep its stores stocked throughout the holiday season, with
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An Evergreen cargo ship at the Port of Los Angeles | Source: Kirk Wester, stock.adobe.com
inventory levels up 20% over last year. Similarly, during Target’s Q2 earnings call, COO John Mulligan said that the retailer ended the quarter with 26% more inventory on hand due to ordering larger quantities upfront ahead of the holidays. PRICING PRESSURE The cost increases that ultimately get passed onto consumers have widely varied based on the individual companies’ mitigation abilities, including the willingness or ability to absorb some of the cost themselves — at a risk of depleting already thin margins — or the pushback or acceptance from retail partners. Some companies are also beginning to take a closer look at a shift in manufacturing operations as demand increases for products already available on U.S. soil. “We’ve worked hard to make the cost increases as small as possible for our retailers,” says Julie Jurrjens, vice president of brand development at Madame Alexander Doll Co. “We’ve also worked very hard to make sure that we’re in stock, and we are — and we’re ready to ship.” Two years ago, during the U.S.-China tariff dispute, Atlanta-based Kids2 took a hands-on approach to its manufacturing business: The company built its own factory in Central China. Winvention, located near the Jiujiang Port, is now complemented by Kids2 Shanghai, which opened this past May. “Having our own factory has enabled us to better control the manufacturing of products, but we’re still challenged by the same supply chain and container
issues that all companies are facing,” says Ryan Gunnigle, Kids2 owner and CEO. Gunnigle also tells the Toy Book that his transportation costs have spiked more than 500% this year, and while some increases have been passed along to retailers and consumers, the company is making an attempt to reduce the impact. “We’re looking inward at costs to help offset them,” he says. “We are really trying to take the hit off of our partners and the parents we serve every day.” McFarlane Toys, which has a growing presence at mass retail, finds that company size and timing helps with negotiating. “Being a smaller, nonpublic company that doesn’t have pressure to maximize profits and report on a quarterly basis, I can be more flexible,” McFarlane says. “If you go in first and say that you need a 5% increase in price, the retailers punish you. If we wait and let the Fortune 500 companies raise their prices first, the retailers will give me a kiss on the cheek when we ask for a 5% increase because the bigger companies asked for 12%.” GOVERNMENT INTERVENTION In June, the Biden-Harris Administration started the Supply Chain Disruptions Task Force to address “supply and demand mismatches that emerged in several sectors as the economy reawakened following the administration’s historic vaccination and economic relief efforts,” according to The White House. At launch, Transportation Secretary Pete Buttigieg joined the Task Force to focus on ports and trucking issues as plans were laid out
to “strengthen American supply chains to promote economic security, national security, and good-paying union jobs here at home.” A virtual roundtable that the Task Force held in July addressed major concerns involving the Los Angeles and Long Beach ports, which sit side-by-side in San Pedro Bay, California. At peak logjam, more than 40 container ships were anchored off port in the bay awaiting dock space. The need for an immediate response and the development of medium-to-long-term planning was glaring, leading The White House to appoint John D. Porcari as Port Envoy on Aug. 27. Porcari’s appointment came just as the Senate passed the Bipartisan Infrastructure Bill in August. At press time, the commitment for a $17 billion investment in port infrastructure to “address congestion and supply chains over time” was awaiting a vote by the House of Representatives along with the rest of the bill. While the long-term efforts are undoubtedly overdue, the late timing does not alleviate any of the issues heading into the holidays, or even into next year. SHIFTING PACKAGING AND PRODUCTION TO THE U.S. During the U.S.-China trade war, one oft-touted solution that was often suggested — albeit mostly unrealistically — was reshoring production to the U.S. Aside from having a lack of infrastructure to pull it off at the flip of a switch, the complexities and cost involved with building new factories and creating the equipment required to produce toys in the U.S. is compounded by a lack of labor. In Ohio, the three big manufacturers of rotationally molded toys — Little Tikes, Step2, and Simplay3 — are always hiring and have had difficulty filling factory jobs predating the pandemic era. Still, with inflation and shipping prices out of control, a new wave of talks has begun that indicates it might eventually make sense to ramp up American manufacturing again. Until then, some smaller companies are maximizing their container loads by shipping toys loose for final assembly and packaging in the U.S. for a multitude of reasons. “As a brand new company, bringing in the raw materials and configuring our assortment here is allowing us to provide
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The new showroom at Kids2 Shanghai | Source: Kids2 Inc.
the best product offering to our customers based on their needs,” says Mike Morgan, owner of Waterline Toys. The company is packaging its SkimBe water and snow discs in California and adjusting pack quantities and colorways on the fly to meet demand from retailers and for its direct-to-consumer business. As to whether or not packing and assembly in the U.S. is sustainable or scalable, the jury is still out, but many, including Morgan, are pursuing options. “We haven’t gotten there yet, but I do believe everyone is looking into every possible alternative to help find days or weeks on their calendars,” says Super7’s Flynn. “The issue now is that shipping within the U.S. has also backed up, so even if you got products here early for assembly, the delays in trucking can cancel out all of the other gains.” LaRose Industries, which does business as Cra-Z-Art, was able to expand its U.S. production earlier this year when it acquired the Rose Art and Rose Moon brands from Mattel alongside the Rose Moon factory in Lewisburg, Tennessee. At the time, Lawrence Rosen, founder of LaRose Industries, noted that the move accelerated the company’s goal of significantly increasing manufacturing in the U.S. Next month, the company will open an expansion of its facility in North Jacksonville, Florida, to meet the growing demand for its arts and crafts products. FUTURE OUTLOOK The questions “When will the supply chain normalize again?” and “Will there be toys for the holidays?” remain. In the near-term, consulting a Magic 8-Ball would probably return an answer of “Reply hazy, try again,” but the end result might not be as bad as expected. “Although our typical order-to-receive lead times are doubled, even tripled
for some products, we still expect our brand’s products to arrive on shelves in retailers in time for the holidays,” Kids2’s Gunnigle says. Meanwhile, McFarlane says that his company’s plans haven’t been hit in a significant manner, but even a small delay is troubling. “Our precision in being able to know when things are coming in is out the door,’’ he says. “We’re not off by a lot, but even being off 2-3 weeks means retailers with empty shelves, and that’s disruptive all the way around.” At Super7, Flynn believes that retailers and consumers will do a lot of juggling well into next year. “I think for everyone, 2022 is a calendar full of asterisks. We all continue to move forward with our plans, but knowing that all the end dates, ship dates, and manufacturing dates will continue to fluctuate. We will most likely be spending a good bit of the year rearranging plans versus reality on a weekly and monthly basis,” he says. Additionally, Gunnigle sees an end in sight, but believes that it’s still a ways off. “At this point, I do not expect [shipping] rates to go down over the next 24 months,” he says. “We have seen some relief and are securing more containers and slots, which is moving us in the right direction to begin to stabilize. However, the costs and inflation are here to stay for a while.” » James Zahn, best-known as The Rock Father, is the deputy editor of the Toy Book and a senior editor of 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, and Retail Dive, and has appeared on Yahoo! Finance, NBC, ABC, FOX, CNN, GCTN, WGN, and more. Connect with him on LinkedIn or follow him on Twitter or Instagram @therockfather.
THE GET LIST CONNECTS RETAILERS AND MANUFACTURERS WITH IN-STOCK, FAST-SHIP TOYS AND GAMES “How fast can you get it here?” was a common question posed by retailers to manufacturers and distributors at the ASTRA Marketplace & Academy in Minneapolis this past August. In an effort to connect retailers to manufacturers to keep shelves stocked, the Toy Book introduced The Get List. “The Get List is a curated list of ready-to-ship items for retailers to, well, ‘get’ right now,” says Toy Book Editor-in-Chief Maddie Michalik. “The goal is to showcase products that are in-stock in U.S. warehouses that retailers can immediately order to receive within a week.” Products on the Get List range from hot toys, games, and collectibles for all ages to “new old stock” that may be discontinued, but will still provide plenty of fun and value for kids and gift givers. The Get List will be updated weekly throughout the holiday season with new products and companies as fresh merchandise becomes available. Additionally, items that sell out will be removed. Visit toybook.com/the-get-list to view the list. Companies interested in getting on the list should email maddie@toybook.com for details. Scan the QR code below with your mobile device to view the Toy Book’s Get List!
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TOY INDUSTRY SALES GET A BOOST
The U.S. toy industry continues to grow during the first half of 2021. by JULI LENNETT, vice president, industry advisor, U.S. toys, The NPD Group U.S. TOY INDUSTRY SALES INCREASED by 19% from January-June 2021, growing $1.7 billion to a total of $11 billion, according to The NPD Group. This impressive growth was bolstered by unit sales increasing 13% during the same time period. This represents a reversal in trend from the prior two years when unit sales declined. Furthermore, the average selling price (ASP) increased 6% to $10.51 during the first six months of 2021. Anyone who follows the toy industry understands the impact that the COVID-19 pandemic has created. As a result, when assessing new data, it’s important that we consider how the industry has performed from a historical perspective. From 2018-2021, the industry experienced a compound annual growth rate (CAGR) of 9% in both dollars and ASP, clearly driven by COVID-19 in 2020 and 2021. However, the CAGR for units was flat. The first quarter drove dollar growth this year, increasing 42%, compared to Q2, which increased just 3%. The substantial Q1 growth was a result of three major events. First, COVID-fueled sales increases last year didn’t start until very late in Q1, so there wasn’t a substantial “COVID comp” to last year. Second,
Easter sales volumes moved from Q2 last year to Q1 this year. And, finally, there were two stimulus checks delivered in Q1 2021— one of which hit just a few weeks before Easter. Ten of the 11 supercategories that NPD tracks have grown this year. Outdoor and sports toys continues to be the largest supercategory with $2.9 billion in sales, more than double the size of the second largest supercategory, games and puzzles. Outdoor and sports also had the largest dollar gain — $280 million — while plush had the fastest dollar growth. The only absolute dollar declines this year versus 2020 came from arts and crafts (-1%). This was driven by craft kits, which makes up 42% of the supercategory. Of course, this is not surprising, as the growth in outdoor and sports toys was partially driven by water-related toys as consumers looked to beat the heat this year. Additionally, parents are still concerned for kids under age 12 who are unable to be vaccinated, and, as a result, “safe social toys,” such as playground equipment and skates/skateboards/ scooters also continue to see growth. Nostalgia has also been a key driver of growth in the past 18 months. Consumers have looked to fill the isolation with memories of happier times in their
lives. For example, Pokémon was the No. 1 overall property and top growth property during the first six months of the year and strategic trading card games was the top dollar growth class among all 96 classes tracked by NPD in toys. Adult males drove growth with nostalgic brands, including Pokémon, Magic: The Gathering, and the National Football League (NFL) in the collectible space, while parents and grandparents leaned heavily on cross-generational properties, including Star Wars, LEGO, and Barbie. But what does this mean for the rest of the year? There are many moving parts that will serve as headwinds and tailwinds for the toy industry as we head into 2022, but one tailwind that we know will not change before the end of the year is the child tax credit. We know for a fact that the two stimulus checks issued in Q1 of this year had a profound effect on industry performance. I think it’s safe to assume that the industry should see a similar benefit from the child tax credit. During the week that the first child tax credit checks hit bank accounts, the toy industry grew 17%. If the past 18 months have taught us anything, it’s that when challenging times emerge, the toy industry often prospers as parents reassess their own personal investments in an attempt to prioritize the happiness of their kids. » Sources: The NPD Group/U.S. Toys Retail Tracking Service, week ending July 17, 2021 The NPD Group/U.S. Toys Retail Tracking Service, January-June 2021 Juli Lennett, vice president, industry advisor for The NPD Group’s U.S. toys division, has spent more than a decade at NPD managing client relationships and consulting with a variety of manufacturers, licensors, and retailers within the toy industry.
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What the 2021 Holiday Season May Look Like for the Toy Industry by GERRICK JOHNSON, senior analyst, BMO Capital Markets THOUGH MANY FOLKS IN THE TOY industry know who I am, few know what I actually do. I am an equity research analyst for BMO Capital Markets and, in a nutshell, I make stock recommendations to institutional investors (mutual, hedge, and pension funds). My area of expertise and stock coverage is in the toys, video games, and leisure industries. I simply call it “The Fun Space.” Analyzing the toy industry and the publicly traded companies in it, though, has been difficult due to the lack of in-person industry events for nearly two years. Having covered toys for 20 years, I have developed many great relationships, and it’s always nice to walk the floor of Toy Fair New York, the Toy Insider’s Sweet Suite (Editor’s note: Adventure Media & Events, parent company of the Toy Book, produces Sweet Suite), or Toy Fair Dallas and bump into friends and acquaintances, and be introduced to new ones. And, of course, I love seeing the toys! Not being able to speak to as many toy friends, nor to see as many toy lines, means I don’t have the insight I normally would have on innovation or trends. Instead, this analyst is spending more time looking at macro factors. As I write this, I fear I will be rehashing many of the same themes as others. Clearly, the effects of the COVID-19 pandemic are still front and center. We know well that the toy demand surge was caused by parents wanting to keep their kids busy while they were home from school, camp, sports, and playdates. While that demand factor has dissipated owing to the “Great Reopening,” there
are new factors helping to sustain demand. The reemergence of the in-person birthday party — replacing the horn honking drive-by — has probably had the biggest positive impact, especially during the off-season. We also see playdates and other gatherings reoccurring, and having that networking effect helps stimulate demand. I call it “The Playground Factor.” Last year, I anticipated a strong holiday season as parents looked to provide their kids with a fantastic and bountiful holiday as a way to make up for the really crappy year they had to endure. The absence of in-person events meant that 2020 would be the best Christmas or Hanukkah ever!
“Clearly, the effects of the pandemic are still front and center.” Parents’ shopping also got off to an early start, given the uncertainty around lockdowns and store openings. And many embraced online shopping, including those who may have been hesitant about it before. This year, that holiday comparison will be difficult, especially with some parents perhaps feeling a bit guilty that they may have spoiled their kids a little too much over the last year and a half (as I look around my 5-year-old’s cluttered room). This year, I expect shopping to get off to an early start again given the high
level of uncertainty around the rise of the COVID-19 delta variant. I also expect early shopping to occur because parents are hearing about looming shortages of product owing to supply and distribution bottlenecks. Adults have already been experiencing these issues in other areas of life, whether it be the patio furniture on back order for the last eight months or empty shelves where basic household cleaning products should be. Early shopping always leads to more buying. There will always be new toys that catch parents’ eyes or new and unexpected gift requests. The ongoing pandemic and availability uncertainties could work in the toy industry’s favor, at least from a demand perspective. I think, however, that the federal government’s fiscal stimulus will play the biggest role in terms of increasing demand. The child tax credit covers more than about 85% of families in the U.S. and is quite generous: $300 per child under age 6 and $250 per child ages 6-17, though the payment is gradually reduced over certain income levels. This augmented income, coming in each month for the remainder of the year, should have a significant stimulative effect on toy purchases. Families have their regular monthly payments, such as mortgage or rent, car payments, and utilities, then what’s left goes toward the weekly budget, which is basically food and gas. Whatever’s left over at that point generally goes toward the kids. This season, there should (hopefully) be a lot more left over for the kids. While there is plenty of visibility into demand, the supply side, however, is
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Multiplayer video games are becoming a common way for kids to connect. Source: Adobe Stock
more uncertain. I have spoken with many in the toy industry — as well as adjacent consumer products industries — who are quite concerned, not only about the cost of goods this season, but also about their ability to deliver them. I hear panic in the voices of some industry contacts. In my leisure coverage, dealers for boats, off-road vehicles, and motorhomes are experiencing inventory levels anywhere from 30-80% below normal levels. As they say, “you can’t sell what you don’t have,” and recent retail sales have been down sharply because of it. The publicly traded toy companies, however, seem much more confident that they will be able to service the demand they see, and do so in a cost-efficient and margin-accretive manner. Greater scale, better resource availability, a diversity of manufacturing geography, and strong relationships with retailers give them confidence. Pricing is no doubt going up to offset some of the costs, and one prime example is that the retail price of Monopoly is 10% higher on Amazon this year versus last year. And it seems that with strong demand and constrained supply, promotions, markdowns, and allowances should be minimal. Still, I have been, and remain, concerned about public toy companies’ ability to achieve back-half targets owing to distribution bottlenecks. Shipping gets much more challenging as toys compete with holiday shipments of iPhones, apparel, and electronics. I have been closely following the work of our transportation
analyst and the cost of freight — whether it be air, sea, or land — continues to go higher. Never lower. Always higher. As for numbers, my estimate is that the U.S. toy industry, as reported by The NPD Group, will be down 8% for the back half and up 1% for the full year, on a yearover-year basis. This is based on NPD’s reporting of 16% growth last year and 19% growth for the first half of this year. Up 1% for the year would put the industry up 17% versus 2019. For the back half, even though I predict a decline of 8% versus 2020, it would put the period up 4% compared to 2019.
“I have been closely following the work of our transportation analyst and the cost of freight — whether it be air, sea, or land — continues to go higher. Never lower. Always higher.” As for trends, I think toys that rely on collaborative play will benefit from kids being able to get together. Spin Master, for example, commented on strength in Bakugan for this reason during its second quarter earnings conference call. Role-
play toys should benefit from playdates where playing house, cops and robbers, or tea party is, at least, more acceptable than it was last year. Collectibles could continue to do well, too, as back-to-work seems to be pushed back and those still at home look to surround themselves with comfort and collections. The action category looks tough again, with no tentpole movies to drive hype. I just don’t see Black Widow, Shang-Chi and the Legend of the Ten Rings, or even Snake Eyes: G.I. Joe Origins creating much excitement in the aisle. I also anticipate board games underperforming, as most families are well-stocked at this point. Finally, there is a rush to digitize kids’ play experiences. These products are high-margin and don’t rely on ocean transport from Asia. With remote learning, parents have grown more accustomed to, or accepting of, the learning potential of tablets or laptops. Multiplayer video games have become an acceptable way for kids to connect and interact with their friends. Breaking into gaming can be difficult, though, particularly mobile as there are literally tens of thousands of games for parents and kids to wade through. Existing games have a first-mover advantage (Candy Crush has been a top-10 mobile game for six years). However, games based on strong underlying intellectual property can break through the clutter. And one thing that the toy industry does have going for it is a plethora of strong, known, and trusted brands. »
Gerrick Johnson is an analyst at BMO Capital Markets Equity Research covering the toy, video game, and leisure sectors. Before being promoted to an analyst role in 2006, Johnson was an associate in the equity research department covering the toy industry and specialty retail companies from 2001-2006. Prior to BMO, he worked at Bankers Trust from 1995-2001 in the portfolio management division. Johnson holds an MBA in finance from New York University’s Stern School of Business and earned a bachelor of arts in economics from Wake Forest University.
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by MELISSA HUNTER, founder, Family Video Network STILL REELING FROM THE REQUIREment to categorize their content as “Made for Kids” (MFK) or “Not Made for Kids” (NMFK) in January 2020, YouTube creators have been thrown another curveball. On July 12, YouTube released a new document called “YouTube Best Practices for Kids and Family Content, A Guide to Creating Enriching, Engaging and Inspiring Content for Kids and Families.” These new standards are meant to help creators provide more transparency into what the platform is looking for in terms of kids’ and family videos. YouTube has advised that the algorithm will now automatically mark MFK content as high or low quality, sending a ripple through the creator community because low-quality principles specifically reference content including toys. YouTube will use its artificial intelligence (AI) machine learning systems to identify high- and low-quality content and will be “raising high-quality content in recommendations.” While the document doesn’t state that the machine will suppress low-quality content in its recommendations, the simple reality is that for one thing to be raised, something else has to be lowered. It’s clear that toy brands and YouTubers are going to have to make some changes if they want to land on the high quality side of the standards. When we factor in the Children’s Advertising Review Unit’s (CARU) revised Guidelines released on July, the next 18 months are going to be challenging for both the creator community and toy industry. HIGH- VERSUS LOW-QUALITY CONTENT What YouTube considers to be high-quality content comes as no surprise. Educational, highly produced
content that teaches kids to be good people and inspires them to use their imaginations and creativity are all principles of high-quality content. For the most part, low-quality content principles mirror those of high quality, but there is one low-quality principle that seems to intentionally target toy content and could have a strong ripple effect on the toy industry. Content that is “heavily commercial or promotional’’ will now be considered low quality. Creators are advised to “avoid focusing on promoting brands and logos, or featuring excessive consumerism.” The guide goes on to explain that “often it is the video’s focus that distinguishes between high- and low-quality content.” Videos that do not provide “new perspectives, experiences, or educational elements’’ will now be considered low quality. What does this mean for ubiquitous toy unboxing videos? What about videos sponsored by toy brands? In addition to prioritizing self-deemed high-quality content in YouTube’s recommendations, at some future unspecified date, the company will begin demonetizing low-quality content as an incentive for
YouTube Kids app icon | Source: YouTube
creators to lean into creating high-quality videos. This could mean removing the ability to earn advertising revenue for an entire channel or a large portion of their videos. Both options will be considered by YouTube, which will be catastrophic for creators already experiencing 50-75% revenue decreases due to the Federal Trade Commission’s (FCC) required MFK content designation. Even the largest YouTube kids’ and family channels are currently struggling to remain profitable. Will they continue to make content if they lose even more revenue potential? WHAT THESE NEW RULES MEAN FOR TOY COMPANIES The new standards do not prevent brands from sponsoring content, but if that content is marked MFK, it will then be subject to the high- and low-quality designations. Add CARU’s “Revised Guidelines for Advertising to Children,” and it’s clear that the rest of the year will see a major upheaval in the way that toy brands and YouTube creators are able to work together. The toy industry and YouTube creators should not consider themselves entirely blindsided by these standards. Since its $170 million fine by the FTC for Children’s Online Privacy Protection Rule (COPPA) violations in the fall of 2019, YouTube has been very outspoken about its desire to be a platform that provides the safest viewer experience for kids under age 13. The company continually encourages parents to point their children to the COPPA-compliant and highly curated YouTube Kids app. Sponsored content is not permitted on the Kids app, although advertising from toy companies is currently accepted. Toy brand marketing departments have been including
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increasingly more specific guidance to creators of sponsored content regarding FTC compliance. Toy brands and their PR firms rely heavily on earned promotion by sending out hundreds, if not thousands, of products to creators for inclusion in their videos. It is not uncommon for a brand to send an influencer an entire case of a new surprise toy, or every doll and playset in a new line. Multiple expensive ride-on toys are often sent to a single family for inclusion in a video, and “toy hauls” are still some of the most popular videos on YouTube. These toys are expected to be the sole focus of videos and social media posts. Videos like these could be deemed as encouraging excessive consumption, according to YouTube’s new standards, which the algorithm could immediately determine as low-quality content, leading to potential declines in viewership.
dolls to several of the most prominent YouTubers in that genre and require that they promote each other’s videos to increase the chances that your entire line is seen by viewers.
NEW CONTENT STRATEGIES Brands that still hope to get exposure from influencers, especially earned exposure, will have to accept that their logos and products will have to take more of a backseat to storytelling, education, and inspiration. One strategy for this issue is to focus less on trying to get 100,000 views each from several creators and instead aim for 10,000 views each from an army of creators. If videos need to show your logo and product less often and less prominently, that means that you simply need to engage more creators. Instead of randomly sending cases of blind boxed or bagged products to several large YouTubers, consider sending a handful of products to dozens of creators instead. Additionally, prepare to remove mention of where toys can be purchased if the videos are marked as MFK. Brands should continue the already growing trend of engaging Instagram influencers. As of this writing, Instagram has no policy against toy content, while TikTok is cracking down on toy videos that include kids or appear to be made for kids. For sponsored content, stop thinking of each creator or influencer as an island. Gather together a group of creators who can feature your product as part of a multichannel storyline that is creative, enriching, inspiring, and totally high quality. Instead of sending your entire doll line to creators, send one or two
LEARNING FROM THE PAST While both creators and brands are going to experience hardship over the next 12-18 months, there is light on the horizon. When YouTube initially began to focus on kids’ content back in 2018 as a response to “Elsagate” — the controversy surrounding videos that were categorized as kid-friendly, but were actually not — the company took several approaches to enforcing the “don’ts” in its “YouTube Kids Field Guide.” Thousands of videos were demonetized because they featured something the algorithm considered a “don’t.” In addition, entire channels were demonetized because they had what YouTube considered too many “don’ts” across their entire library of content. The YouTube Kids app was also stripped of thousands of videos in order to align with the Field Guide. YouTubers scrambled to create videos that were educational, enriching, and stimulating. YouTube relies on machine learning that reportedly considers millions of factors when recommending videos to viewers, and high- or low-quality content will be just two of those factors. As the machine learns, some creators are going to take big hits in revenue, and some will not be able to survive the losses. Still, 70% of kids say they want to be YouTubers when they grow up, and more family channels are launched every year. Things looked very grim in 2017 and 2018 when
“YouTube’s machine learned what kids and parents were interested in, and has since served up so much toy content that channels focusing on kids’ toys consistently dominate the top 50 most-watched channels in the world week after week.”
Source: Adobe Stock
Elsagate caused thousands of videos to be demonetized and entire channels were deleted, but ultimately, the genre thrived. More kids’ content creators flooded onto the platform and the vertical became stronger than ever. However, over time, the viewers were the final arbiter of what they wanted to watch — and what they wanted still included toys. YouTube’s machine learned what kids and parents were interested in, and has since served up so much toy content that channels focusing on kids’ toys consistently dominate the top 50 most-watched channels in the world week after week. A quick search of “toys” on YouTube Kids app brings up videos of kids playing with the longest train track, a baby pool filled with giant toy eggs, and a myriad of kid creators promoting their own toy brands. Looking ahead, brands and creators will need to make adjustments and hang in there through a potentially rocky rollout of these standards. If the events of a few years ago can be used as a measuring stick, the algorithm will stabilize by the next holiday season. And, by then, creators and toy bands will have figured out how to successfully entertain children and showcase toys with both high-quality and highly profitable content. » Melissa Hunter is better known in the YouTube world as Mommy, the co-host of My World, a toy and doll unboxing channel. In 2014, she launched Family Video Network, an influencer network and consulting company that works with the top toy brands and social media personalities in the kids and family space.
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JAZWARES Electric Charge Pikachu | Ages: 3+ | MSRP: $34.99 | Available: Spring 2022 This interactive Pikachu plush features more than 20 sounds, more than 30 reactions, and light-up features in its cheeks and tail. Kids can rub Pikachu’s head, press its belly to hear conversational reactions, or press and hold its head to ready an attack. Squishmallows | Ages: 0+ | MSRP: $6.99-69.99 | Available: Spring 2022 The Squishmallows squishy plush line will expand next spring with new characters in the Wildlife, Sealife, Fantasy, and Food collections. CoComelon Musical Cody Doll | Ages: 2+ | MSRP: $19.99 | Available: Spring 2022 This 12-inch plush is inspired by Cody, JJ’s best friend from CoComelon. The doll plays sounds and phrases, and sings “Special Dinosaur Day Song.” Cody has a roto head and hands with a plush body.
WOWWEE
SPIN MASTER
Baby Shark’s Big Show! Mix & Match Bath Swimmer Ages: 2+ | MSRP: $19.99 | Available: Spring 2022
Purse Pets Micro Minis | Ages: 5+ MSRP: $9.99 | Available: January 2022
Based on the Nickelodeon animated preschool series Baby Shark’s Big Show, this bath toy includes a Baby Shark figure that swims in water and moves its tail from side to side when kids wind him up. Kids can also mix and match nine accessories to change different features as Baby Shark swims, including a detective hat, scuba goggles, and sunglasses. The set also comes with a mesh storage bag.
Kids can collect six miniature Purse Pets and choose from styles including a bat, a rainbow, and a unicorn. Each Purse Pets Micro Minis character features sassy eye rolls. Kinetic Sand Treasure Hunt | Ages: 3+ MSRP: $6.99 | Available: January 2022 Kids can use the included tools to dig for and discover buried treasures hidden inside multiple compartments. Each set includes a pound of Kinetic Sand in brown and gold colors. Orbeez Activity Orb | Ages: 5+ MSRP: $6.99 | Available: January 2022 Each Orbeez Activity Orb comes with 400 grown Orbeez and a playset that kids can use to play with their Orbeez in new ways, such as making them bounce, squish, or flow.
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KIDS2 Baby Einstein Earl’s Sound Explorer Night-to-Day Soother and Musical Pal Ages: 0+ MSRP: $39.99 Available: June 2022 This soft elephant is inspired by The Sandbox video series by Baby Einstein. Earl features four ways to soothe and entertain babies, including calming nature sounds and white noise; 10 classical lullabies; 10 sing-alongs from The Sandbox; and Bluetooth connectivity to play songs from Spotify, Pandora, and more.
UNIS TECHNOLOGY TekyGo! Portal Bundle | Ages: 3+ | MSRP: $159.99 Available: Early 2022 TekyGo! is a new educational and physical activity platform designed to get kids moving. This starter bundle includes the TekyGo! Portal and a sensor that parents can hook up to a TV to access a list of active games available through a monthly subscription. Kids’ actions in real life will impact what happens on screen to gamify physical play. TekyGo! Junior Bouncer Bundle | Ages: 3+ | MSRP: $279.99 Available: Early 2022 The Junior Bouncer is the first TekyGo!-enabled accessory. Kids can jump and hop along with Junior Bouncer games from the TekyGo! Portal. The educational and developmental games are designed to work in sync with kids’ movements to merge physical activity with onscreen play.
DIAMOND SELECT TOYS Cobra Kai Deluxe Action Figures Series 1 Ages: 8+ | MSRP: $24.99 | Available: January 2022 Kids can collect detailed, 7-inch action figures inspired by characters from the Netflix series Cobra-Kai. The Johnny Lawrence, Danny LaRusso, and John Kreese figures each feature more than 16 points of articulation and come with interchangeable hands. Gentle Giant Star Wars Mandalorian (Beskar) Action Figure Ages: 8+ | MSRP: $80 | Available: January 2022 The title hero of The Mandalorian is presented in vintage Kenner style as a jumbo, 12-inch, 1:6-scale Star Wars action figure. The Mandalorian (Beskar) features a blaster and a jetpack and comes packaged on a retro-style cardback with a resealable clamshell blister. Muppets Sam the Eagle and Rizzo Action Figure Box Set Ages: 8+ | MSRP: $29.99 | Available: January 2022 Diamond Select’s Muppets collection expands with two classic characters in one set. These 7-inch-scale, articulated Rizzo and Sam the Eagle action figures measure 3 and 5 inches, respectively. The set comes with accessories including a podium, a spotlight, a phonograph, an easel, and an in-scale “Sam for President” poster.
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TONIES The Very Hungry Caterpillar Tonie | Ages: 3+ | MSRP: $14.99 Available: March 2022 In collaboration with Penguin Random House and Joester Loria Group, Tonies brings the World of Eric Carle to the Toniebox. This figure is designed in Carle’s art style and plays audiobook versions of The Very Hungry Caterpillar, The Very Busy Spider, and The Very Quiet Cricket. This Tonie will also include the late author’s voice and songs inspired by the stories. The Cat in the Hat Tonie | Ages: 3+ MSRP: $14.99 | Available: March 2022 The Cat in the Hat is the first Dr. Seuss Tonie to join the growing audio platform. Just in time for the book’s 65th anniversary, The Cat in the Hat Tonie will feature original audio productions of iconic tales, including The Cat in the Hat, The Cat in the Hat Comes Back, and There’s a Wocket in My Pocket.
IMC TOYS
PLAYMOBIL
Bloopies Fairies | Ages: 3+ | MSRP: $12.99 | Available: Spring 2022
Playmobil Mermaid’s Daycare | Ages: 4+ Available: January 2022
Kids can discover which Bloopies Fairy is hiding inside its flower-shaped house by finding the magic butterfly key. As they unlock the vessel, the petals will fall to reveal the Bloopies Fairy. Kids can place their Bloopies Fairy inside the center of the open flower house or put them in contact with water to watch them light up. There are nine regular characters to collect and one rare character. Each Bloopies Fairy includes more than nine accessories, including a skirt, a glitter wand, wings, a pearl, and more. Kids can discover more about Bloopies Fairies on the Kitoons YouTube channel. In the newest season, the Bloopies find their new Fairy friends to help restore peace in the Sea World.
This coral reef-themed set includes six mermaid figures in adult, child, and baby sizes; two strollers; and two coral towers. It also comes with a group of marine animals, including seahorses, an eel, a stingray, fish, and dolphins. Kids can make the dolphins swim around or stand them upright to make it look like they’re performing tricks in the water. Playmobil Water Park with Slides Ages: 4+ | Available: March 2022 With this deep sea-themed water park, kids can place a figure on top of the slide, tilt the angler fish forward, and trigger the trap door to send the figure sliding. This fillable pool can stay open after-hours thanks to the angler fish’s glow-inthe-dark teeth and dangling lantern. This set includes two figures, eels, fish, a palm tree, and other accessories.
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FUNKO GAMES The Warriors: Come Out to Play | Ages: 13+ | MSRP: $24.99 | Available: January 2022 Based on the 1979 cult classic The Warriors, players will take on the roles of various gang members as they navigate the subway system, dodge police, and maintain their reputation. Designed for 2-4 players, it’s everyone’s goal to maintain their reputation when they’re wrongfully charged for murder. The Rocketeer: Fate of the Future Game | Ages: 12+ | MSRP: $24.99 Available: January 2022 In this board game based on the 1991 Disney movie The Rocketeer, two players battle head-to-head as either the hero or the villain as a sinister plot develops. Good or evil, players will determine whether technology is chosen for warfare or human advancement. Goonies: Under the Goondocks, a Never Say Die Expansion | Ages: 12+ MSRP: $14.99 | Available: January 2022 An expansion is coming for Goonies: Never Say Die. This addition of the game adds new villains, treasures, characters, and three new adventures to play through.
LEARNING RESOURCES Gus the Fine Motor Cactus | Ages: 18 MOS+ | MSRP: $14.99 Available: Fall 2022 Kids can pull, push, and grasp Gus’ colorful flowers to develop their fine motor skills. The two-sided cactus features two distinct faces, along with shapes and numbers to help with color identification and counting. The pieces store inside the pot for easy cleanup. Space Globe Puzzle | Ages: 5+ | MSRP: $34.99 Available: Fall 2022 This spinning cosmic globe puzzle features printed constellations and eight removable planet pieces for kids to learn early astronomy and practice their fine motor skills. The puzzle also comes with spaceship and astronaut pieces for imaginative play and a full-color planet guide filled with space facts. Count & Code Rescue Set | Ages: 4+ | MSRP: $59.99 Available: Fall 2022 With this interactive coding adventure set, kids practice counting, coding, and critical thinking skills while staging storybook rescue missions. Kids can assemble the puzzle cards into a town map, draw a coding challenge, and use the set’s character shells to select the best bot for the mission. 32 THE TOY BOOK | OCTOBER 2021 | toybook.com
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HAPE Bunny Stacker Ages: 1+ MSRP: $19.99 Available: Q1 2022
BREYER Breyer Unicorn Magic Sparkle Playset | Ages: 4+ MSRP: $29.99 | Available: January 2022 This glittering barn playset features a hinged roof and working doors for easy access to the inside. It includes two translucent, sparkly Stablemates unicorns.
This classic stacking toy has a soft bunny topper and rings that babies can use to explore different textures and place on top of the wobbling wooden base. The peach ring jingles and the green ring has a pull-back string to activate clicking sounds.
THAMES & KOSMOS Creatto | Ages: 8+ | MSRP: $9.95-29.95 | Available: Spring 2022 Thames & Kosmos will release three new Creatto kits this spring: Creatto Sea Life ($9.95), Creatto Horse Friends ($19.95), and Creatto Sabertoothed Tiger ($29.95). Creatto is a building system that consists of just two components that kids can weave together to make 3D creations. The flexible, durable, plastic tiles interlock quickly and easily for all skill levels with no additional materials or hardware required. Each Creatto kit includes assembly instructions for four different configurations, or kids can create their own designs. Kids can add strings of colored LED lights to illuminate the art from the inside out. EXIT: The Lord of the Rings — Shadows Over Middle-Earth | MSRP: $14.95 Available: Spring 2022 With the newest release in the EXIT: The Game series, players must work together in a cooperative, problem-solving style to save Middle-Earth while visiting locations from J.R.R. Tolkien’s The Lord of the Rings. ChemisTreats! Candy+Chemistry | Ages: 6+ | MSRP: $5.95 Available: Spring 2022 With these single-experiment, candy-making kits, kids can explore chemistry lessons as they create edible treats, such as fizzy soda, juicy candy beads, gummy candies, rock candy jewelry, and color-changing edible slime. Each kit comes in an individual beaker and there are five kits in total.
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UNCANNY BRANDS Marvel’s Favorite Critters Ages: 3+ Available: Fall 2022 The Marvel Universe is filled with fan-favorite critters, which is the inspiration for Uncanny Brands’ latest plush line coming out next fall. The collection will include the world’s greatest super-powered creatures, including Throg, Alligator Loki, Goose the Flerkin, and Spider-Ham.
MELISSA & DOUG Rollables | Ages: 6 MOS+ | MSRP: $10.99 | Available Fall 2022 These collectibles are soft, palm-sized balls featuring animal characters. The line will debut as part of a new collection of early developmental, soft activity, and skill-building developmental toys for babies. Blue’s Clues & You! Share with Blue Picnic Set | Ages: 3+ | MSRP: $39.99 Available Fall 2022 Kids can pretend to picnic with Blue and friends with this 36-piece set inspired by Nickelodeon’s Blue’s Clues & You! series. The set includes a Blue hand puppet, wooden and felt play food, a cloth picnic basket tote, and matching activities. Brew & Serve Barista Counter | Ages: 3+ | MSRP: $114.99 Available Fall 2022 This large wooden role play set features realistic designs inspired by coffee shops. Kids can play as a customer or a barista while creating pretend coffee, espresso, lattes, and more with the coffee maker’s foam frother. The 34-piece set comes with wooden cake pops, cookies, cream, sugar, and more.
PMI Among Us Airship Playset | Ages: 8+ MSRP: $34.99 | Available: Q1 2022 This airship playset is inspired by the game Among Us and comes with three exclusive figures with exclusive hats and colors, one of which is a mystery figure. The set features spinnable propellers and articulated engines. It also doubles as a collector’s box, opening to reveal an interior with space to display the crewmate figures. Among Us 4.5-inch Crewmate Figures (Series 2) Ages: 8+ | MSRP: $12.99 | Available: Q1 2022 These figures, inspired by the game Among Us, each come with three replaceable hats, hands, and accessories. The crewmates also feature stampers, and the series includes a new, rare Ghost Crewmate figure. Among Us Crewmates 1 Pack Blind Box (Series 2) Ages: 8+ | MSRP: $2.99 | Available: Q1 2022 Each of these blind-boxes includes one of 16 figure styles — including four rare characters — inspired by the game Among Us. Each figure also doubles as a stamper.
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CUDDLE BARN Fubsby Friends | Ages: 0+ | Available: January 2022 Kids can collect this new range of soft, squishable plush. Characters include a lion, a deer, a lamb, and a hedgehog. Jiggly Wigglies! | Ages: 2+ Available: January 2022 Kids can play a passing game with Jiggly Wigglies. Each plush toy comes with flash cards featuring different animal sounds and actions. Kids pass the plush as “Pop Goes the Weasel” plays. When the music ends, the player stuck with the plush must draw a card and perform the action on it. Storytellers | Ages: 2+ | Available: January 2022 Sir Catsby, Sir Barrington, and Sir Frederick are Storyteller plush characters with light-up eyes. With the press of a button, each Storyteller reads a famous tale, including The Emperor’s New Clothes, The Frog Prince, The Story of King Midas, The Princess and the Pea, and Rumpelstiltskin.
PLUS-PLUS Learn to Build — Creatures | Ages: 5+ | MSRP: $17.99 Available: January 2022 Kids can build colorful creatures with this 220-piece construction set. The included guide book provides step-by-step instructions to build each whimsical creature. The set features pieces in 11 colors, two baseplates, and nine wheels.
JA-RU Sensory Toys Collection | Ages: 3+ MSRP: $1.99-7.99 | Available: January 2022 This collection is packed with sensory toys — including Push and Play Pads, Palz, Roll & Spin Roller Ringz, and more — that are ready to bring satisfying ASMR into kids’ lives. This assortment of popping, magnetic fidget toys can act as a distraction and is meant to relieve stress.
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EDUCATIONAL INSIGHTS BrainBolt Genius | Ages: 7+ | MSRP: $24.99 Available: Fall 2022 The next generation of BrainBolt comes with five new challenging memory modes with which kids can build their critical thinking and memory skills. This game is portable for on-the-go play. Playfoam Naturals 4-Pack | Ages: 3+ | MSRP: $14.99 | Available: Fall 2022 This squishy, satisfying compound is made entirely from cork trees and comes in four colors. Playfoam Naturals combines sensory and imaginative play with sustainability. Design & Drill Bolt Buddies Farm | Ages: 3+ MSRP: $18.99-39.99 Available: Fall 2022 Kids can use realistic, working tools to maintain their pretend farm. They can use the kid-friendly screwdriver to twist in colorful bolts and add to the farm, which also includes a farmer, tractor, and animals.
SKY CASTLE TOYS
VANGO
LetsGlow Studio Shoes Accessory Pack | Ages: 8+ MSRP: $14.99 | Available: Spring 2022
The #UpsideDownChallenge Game Backyard Edition | Ages: 8+ MSRP: $24.99 | Available: Spring 2022
Kids can add more glow to their videos and light up their kicks with reflective laces and stickers that work with the LetsGlow Studio. The pack includes a pair of reflective shoelaces, a roll of reflective tape, a reflective sticker sheet, and a unique stencil for shoe sticker designs. LetsGlow Studio Rainbow Stickers Accessory Pack | Ages: 8+ MSRP: $14.99 | Available: Spring 2022
Vango is taking its #UpsideDownChallenge game outside with this new edition. This version includes a new set of 20 challenges that are perfect for outdoor play, such as jumping between rings, carrying cups full of water, and catching rings.
Budding video creators can add new accents to their videos using cut-and-shape, iridescent, reflective stickers on their clothing, bodies, or bedrooms, and then use the LetsGlow LED clip to light them up. This accessory pack includes sticker sheets, a sticker tape roll, 20 nail stickers, and two stencils.
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PI KIDS Baby Einstein: Let’s Ride a Train! | Ages: 2+ MSRP: $15.99 | Available: March 2022 Babies can listen to train sounds as they ride along with Baby Einstein characters in this spinning gear book. Learning concepts include counting, cause-and-effect, and simple machines. PAW Patrol: Let’s Wash Up! | Ages: 3+ | MSRP: $15.99 Available: April 2022 In this book, the PAW Patrol pups learn how to wash their hands and keep clean. Kids can press six buttons to activate music, including the “Wash Your Hands” song. Disney Baby: Honey for Pooh | Ages: 2+ | MSRP: $16.99 | Available: January 2022 Winnie the Pooh looks for honey in the Hundred Acre Wood with help from Tigger in this book. The touch-and-feel, textured sound pad features six interactive sound buttons. The words matched with pictures and sounds help to enhance reading comprehension.
FLYBAR Antsy Pants Collection | Ages 4+ Available: Fall 2022 Next fall, Flybar will expand its Antsy Pants line to include fitness activities like a balance beam, a play tunnel, stepping stones, yoga mats, and more. These items will join the Antsy Pants Tumbling Mat (pictured), which is available now, comes in three color styles — basic, pastel, and vibrant — and folds up for easy transport.
HAND2MIND Express Your Feelings Sensory Bottles | Ages: 3+ MSRP: $24.99 | Available: January 2022 Each bottle features a unique emotion, color, and interactive element that represents one of four emotions: happy, angry, scared, or sad. The included activity guide is designed to encourage discussions around responding to emotions, and the bottles are designed to help kids learn to use facial and body clues to identify how they are feeling.
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ZING Zing Zyclone Zing-Ring Blaster | Ages: 8+ | MSRP: $24.99 Available: Spring 2022 The Zyclone Zing-Ring Blaster has been redesigned with eco-friendly, compact packaging. This blaster is made for longrange outdoor play, with launching distances of more than 75 feet. Kids can load the soft, safe, and aerodynamic foam Zing-Ring into the Zyclone, pull back, and twist to send it flying. Kids can play solo or with friends.
YWOW BRANDS Supersized Heinz Puzzles | Ages: 6+ MSRP: $12.99 | Available: January 2022 Kids can build a collage of Heinz ketchup with this 1,000-piece puzzle. Supersized Kool-Aid (Wall Smash) | Ages: 6+ MSRP: $12.99 | Available: January 2022 This 500-piece jigsaw puzzle features a KoolAid Man design and cylindrical packaging. Mad News | Ages: 15+ | MSRP: $24.99 Available: January 2022
SMARTGAMES USA
In this game, players take on the role of a daring reporter, who reports on the craziest, most bizarre news from around the world.
SmartMax Roboflex | Ages: 3+ | MSRP: $27.99-39.99 Available: Winter 2022
DOUGLAS CO.
The SmartMax Roboflex line includes building pieces that kids can bend, stretch, and use to build robots while developing early STEM skills. SmartMax Roboflex will be available in standard and PLUS kits.
Softies Plush Assortment Ages: 3+ Available: Spring 2022 The Softies line will expand with new designs and animals next year, including a mini-Softies collection. These plush are made from soft fabrics, range in size from 8.5 inches tall to 16 inches long, and feature a floppy style.
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EPOCH EVERLASTING PLAY Calico Critters Baby Amusement Park | Ages: 4+ | MSRP: $59.99 Available: Now This playset is designed for the Calico Critters Nursery Series Critters and features four interactive attractions: Cosmo World with a Rocket Ship Launcher Ride, Fantasy Land with a Turreted Castle, Adventure World with a Rocking Pirate Ship and Baby Go Karts, and Sweets World with a Ferris Wheel. The set also comes with three critters: Pookie Panda Baby Clara, Sweetpea Rabbit Baby Henry, and Persian Cat Baby Leah. Super Mario Blow Up! Shaky Tower | Ages: 4+ | MSRP: $24.99 Available: Now In this single or multiplayer game, players help Mario and his friends survive the Blow Up! Shaky Tower. Players place the red wrecking ball at the top of the wobbly tower, then roll the die to determine how many character figures they must balance on or take off the ledges. The first player to tip the tower, make the ball drop, and shake the characters off their spots loses the game.
HAPE Baby Drum | Ages: 6 MOS+ | MSRP: $19.99 | Available: Now Babies can beat this wooden drum for early engagement with percussive music. When upright, each colored circle will emit a different sound and colored light. When babies roll the drum on its side, it will light up and play original melodies to teach the basics of rhythm and beats.
JAZWARES Spidey Transporter | Ages: 3+ | MSRP: $39.99 Available: Now This vehicle playset features 12 action zones packed with lights and sounds. It comes with two Amazing Minis vehicles and can hold up to six superhero characters.
Penguin Musical Wobbler | Ages: 6 MOS+ | MSRP: $14.99 | Available: Now This wooden penguin teeters back and forth without falling down. Babies can activate sounds by pushing the penguin to make him waddle and spin while emitting soothing tinkling tones.
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UNIVERSITY GAMES Impossibles Puzzles | Ages: 12+ MSRP: $14.99 | Available: Now
THE LEARNING JOURNEY
Under license from Hasbro, this series includes puzzles based on Monopoly, Candy Land, and Mr. Potato Head. These 750-piece puzzles come with no borders, feature repeating patterns and, for a bonus challenge, include five extra pieces.
Techno Gears Sets | Ages: 6+ MSRP: $25.99 | Available: Now Kids can use more than 60 colorful pieces to build a Dino Bot, a Night Crawler, or a Dragon Bot, which then tread across the floor thanks to their motorized gears. These building sets introduce kids to the fundamentals of engineering and mechanics. All Techno Gears sets are interchangeable for kids to combine and build any design they want.
Battleship Normandy Edition Puzzle Ages: 12+ | MSRP: $12.99 | Available: Now
BBC STUDIOS Bluey Coloring Scenes (Crayola) Ages: 3+ | MSRP: $4.97 | Available: Now
This puzzle features the most famous battleships from the World War II Battle of Normandy. History enthusiasts will enjoy bonus content with interesting facts about each battleship.
This Crayola Giant Coloring Pages set comes with 18 super-sized coloring pages that measure 12 by 18 inches. Bluey Tilt & Turn Light-up Scooter (Sakar) Ages: 3+ | MSRP: $24.99 | Available: Now Made to help kids develop motor skills, strength, and coordination, this three-wheeled scooter features a simple tilt-and-turn steering system so kids can balance easily. The deck is wide and sturdy and has a rear foot brake for kids to build up their confidence. Bluey 4-Pack of Wood Puzzles, 24 Piece Jigsaw (Spin Master) Ages: 4+ | MSRP: $14.99 Available: Now The four 24-piece wooden puzzles feature imagery of Bluey, Bingo, Mum, and Dad. Kids can take the character pieces and place them in each puzzle scenario.
Clue Classic Mystery Jigsaw Puzzle Ages: 15+ | MSRP: $17.99 | Available: Now This puzzle features characters from the iconic board game. Puzzlers will read the Clue backstory and assemble the puzzle to solve the mystery.
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MOOSE TOYS Space Jam: A New Legacy Dynamic Duo | Ages: 4+ | MSRP: $29.99 Available: Now These super-sized, electronic Tune Squad action figures come with a variety of accessories. Kids can collect Batman Bugs Bunny and Robin LeBron James. Each figure is poseable and LeBron features 10 phrases and sounds from the movie. Shopkins Real Littles Micro Mart | Ages: 5+ | MSRP: $3.99+ | Available: Now Shopkins Real Littles partnered with Hostess, Conagra, Kellog’s, Hershey, Kraft Heinz, ICEE, and more to bring micro mini-collectibles of these brands to the toy aisle. Each comes with one of 40 Shopkins based on a fun food. Magic Mixies Magic Cauldron | Ages: 5+ | MSRP: $69.99 | Available: Now Each Magic Mixies set comes with a sparkly cauldron, a magic wand, and potion ingredients for kids to mix in to create a magical creature. Kids can conjure up actual mist and reveal a surprise Mixies plush hiding inside the cauldron. There are two species and two colors for kids to reveal.
MATTEL He-Man and the Masters of the Universe Action Figures | Ages: 4+ | MSRP: $9.99-29.99 Available: Now This new line of action figures is inspired by the new He-Man and the Masters of the Universe animated Netflix series. Each articulated figure comes with an attack feature and/or a projectile that kids can power themselves. Mattel’s Masters of the Universe (MOTU) collection also includes the He-Man and the MOTU Large Action Figure, the He-Man and the MOTU Vehicle Pack, the MOTU Origins Large He-Man Figure, and the MOTU Snake Mountain Throne Playset. Mega Construx Barbie Malibu House | Ages: 5+ | MSRP: $29.99 | Available: Now With the Mega Construx Barbie Malibu House, kids can build their dream home by decorating each room with furniture and other accessories. The set includes two Barbie micro-dolls and a puppy, as well as a vlogging studio where kids can create videos. Designed for beginner builders, this construction set offers storytelling play through every step of the building process. American Girl Makena, Evette, and Maritza World by Us Dolls | Ages: 8+ | MSRP: $110 Available: Now This new American Girl doll line features three 18-inch dolls — Makena, Evette, and Maritza — who are finding their voices for important social issues that make the world a better place: fairness for all, loving the Earth, and advocating for others. Each doll arrives in her signature outfit and with an accompanying book.
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FUNKO GAMES Dr. Seuss Merry Grinchmas! Game | Ages: 5+ | MSRP: $19.99 | Available: November In this Grinch-themed game, 2-6 players must work together to save the presents in Whoville. Players win the game if they earn more points than the Grinch. Tim Burton’s The Nightmare Before Christmas: Making Christmas Card Game | Ages: 6+ | MSRP: $6.99 Available: Now The main objective in this card game is to make sure Jack Skellington delivers enough presents on Christmas. Players must combine pieces to help make gifts, and whoever creates the most presents wins. Something Wild! Marvel Infinity Saga - Iron Man | Ages: 6+ | MSRP: $7.99 | Available: December This fast-paced card game is designed for the whole family to play. Featuring an exclusive collectible Iron Man POP! game mover and iconic characters from Marvel Studio’s Infinity Saga, players must combine Character Cards in sets and runs to score points.
SMARTLAB TOYS STEM 101 | Ages: 8+ | MSRP: $49.99 | Available: Now Kids can engage in 40 activities, experiments, and challenges that teach and reinforce basic STEM principles with this kit. Organic Science Lab | Ages: 8+ | MSRP: $39.99 | Available: Now Using eco-friendly tools, kids will learn about the everyday science behind organic materials. Kids can make paper, cook up bioplastics, extract DNA, tie-dye fabrics with spices, brew natural watercolor paints, and more. Tiny Circuits! | Ages: 8+ | MSRP: $29.99 | Available: Now This miniature kit comes with three LED lights, a speaker, a battery box, and two push buttons that kids can use to build glowing circuits, play electronic games, and create fun sound effects.
WREBBIT 3D Ghostbusters Ecto-1 Wrebbit 3D Jigsaw Puzzle Ages: 12+ | MSRP: $29.95 | Available: Now Kids can build a 3D jigsaw puzzle model of the Ghosbusters’ Ecto-1 car with this 280-piece set. Wrebbit 3D puzzle pieces are made in Canada using a foam backing, which provides a sturdy design and ensures that the pieces snugly fit together.
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BASIC FUN! DISCOVERY #MINDBLOWN Glow Grow Indoor Water Garden Kit | Ages: 8+ | MSRP: $51.99 Available: Now This gardening kit helps kids grow their first plant while teaching them about the growth process. The indoor garden, which requires no soil, comes with four grow pods, two domes, and a pitcher. Using water and light, kids can watch their plants grow and see their roots expand in the transparent station. #MINDBLOWN Career Play Doctor Kit | Ages: 6+ | MSRP: $32.50 | Available: Now
K’NEX Architecture: Empire State Building Ages: 9+ | MSRP: $59.99 Available: Late October Kids can build an authentic replica of the Empire State Building with this K’NEX Architecture building set. K’NEX is a building system featuring rods and connectors that snap together with a satisfying “click” for kids to create moving designs. Each set includes historical information about the landmark and is compatible with other K’NEX building sets.
This 32-piece doctor-themed kit is designed to teach kids about anatomy. Kids can explore a model of the human body stationed at the center using the included tools, such as a blood pressure monitor, a clipboard, an eye chart, a stethoscope, and more. These tools, activities, and games teach kids how to perform eye tests, create a sling, and listen to the sound of a beating heart.
SPIN MASTER Batman Bat-Tech Transforming Batcave | Ages: 4+ | MSRP: $99.99 Available: Now Kids can take their Batman missions to the next level with this playset, which stands more than 33 inches tall and transforms into a Batcave. It opens to reveal the Batcave with more than 10 areas of play — such as the Evidence Lab, Dojo, Garage, Took Shop, and more — or kids can transform it back into a giant Batman and store all of the pieces inside. It comes with an exclusive 4-inch Batman action figure and nine exclusive accessories. Mermaid High | Ages: 4+ | MSRP: $26.99 | Available: Now Meet Searra, Oceanna, Finly, and Mari, 10.5-inch, mermaid-themed deluxe fashion dolls that each have their own story, personality, and removable outfits and accessories.
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AQI Honeymaru Kawaii Horror-land Plush Collection | Ages 3+ | MSRP: $20.99 Available: Now
PLAYMONSTER Spirograph Animator | Ages: 8+ | MSRP: $24.99 | Available: Now Spirograph Animator features gears like the original toy, but kids can animate their designs with this version. The animator features spinning and light effects that result in a 3D experience. This studio includes six gears, five markers, and built-in storage.
This plush collection is based on creatures from Honeymaru’s Kawaii Horror-land, a dream world created by the character Ayumu. Each character plays a role in the Horror-land, such as helping Ayumu make decisions. Zugai the Skull Bunny Plush looks spooky, but is kind; Sutechi the Stitched Cat Plush is creepy, yet sweet and optimistic; and the Baphomet Plush proves that even the scary can be heroes. Each plush is made of premium materials and is easy to care for and maintain.
Koosh Sharp Shot | Ages: 6+ | MSRP: $29.99 | Available: Now Kids can test their aim solo or with other players in this interactive target game featuring three game modes: Target Toss, Criss Cross, or Lightning Flash. Players will use the Koosh flingers and included shooters to take aim and shoot at the five light-up target areas as prompted. The target stands up with a kickstand or players can hang it on a door.
SUPER IMPULSE Micro Toy Box Ages: 8+ | MSRP: $5.99 Available: Now Micro Toy Box Series One features 50 miniature versions of iconic toys, including six rare and two rare finds. Each blind box contains five mini-toys, a mini-sticker, and a checklist. Kids can get a sneak peek of what’s inside through the clear top. Once opened, the cup transforms into a reusable toy box to display kids’ collections.
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HEXBUG Junkbots Large Factory Habitat | Ages: 5+ MSRP: 49.99 | Available: Now Kids can play in different locations inspired by the Junkbots game and animated series. This playset comes with more than 285 pieces and 15 unboxing stages. Kids can discover three Junkbots collectibles hidden in each habitat with 16 total to collect. BattleBots Arena Max | Ages: 8+ | MSRP: $119.99 | Available: Now Kids can suit up their BattleBots for an action-packed match inside the Arena Max. The new arena is 50% bigger than previous HEXBUG BattleBots arenas and comes with Tombstone and the Build-Your-Own-Tank robot. Hexmods Pro Series Elite Raceway | Ages: 14+ MSRP: $89.99 | Available: Now This R/C has thousands of modification combinations, including body style options, alternate rims, and more. Add additional flare with decals and a lights kit that features working headlights, taillights, and an LED underglow.
TONIES
THE NOBLE COLLECTION
Mickey Mouse Tonie | Ages: 3+ | MSRP: $14.99 | Available: Now
Minions Medieval Mayhem Chess Set Ages: 7+ | MSRP: $59 | Available: Nov. 15
Kids can listen along to the adventures of Mickey Mouse and his friends with this Tonie figure, which plays the 38-minute audio story “Robbery on the Overland Express: A Whodunnit Mystery Storyteller.” In the story, Mickey and Goofy are trying to get Goofy’s valuable comic books to a comic show on the Overland Express before a Master Thief steals them. PAW Patrol Tonies | Ages: 3+ | MSRP: $14.99 each | Available: Now
Kids can battle Minions from Universal Pictures’ Despicable Me movies while they create mayhem on this medieval-themed chess set. This set was created in partnership with the artists at Illumination and features Minions-shaped game pieces.
This month, PAW Patrol’s Chase, Skye, and Marshall join the Tonies lineup, each with stories and songs inspired by the show. The Chase Tonie includes two audio stories with about 45 minutes of content: “Mission PAW: Quest for the Crown” and “Dino Rescue: Pups and the Lost Dino Eggs.”
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FLYCATCHER smART sketcher 2.0 | Ages: 5+ | MSRP: $59.99 | Available: Now This set expands on the original smART sketcher projector with improved hardware, new content, more durable content cartridges, a sturdier base, and built-in cartridge storage. The smART sketcher 2.0 includes more than 60 stepby-step drawing and writing activities, 20 sheets of framed paper, four colored pencils, and a USB power cable. Kids can take a photo, project it on paper, and sketch it. There are additional content cartridges sold separately, including spelling activities, cursive writing, language lessons, and themed drawings; as well as pencils, crayons, markers, frames, and professional artist tools. smART STIX Engineer Set | Ages: 8+ | MSRP: $29.99 | Available: Now Kids can engineer projects using bendable aluminum rods and smART connectors. After choosing a blueprint from the free smART STIX app, they can use the included smART workbench to measure and cut the exact size and number of aluminum rods they need, bend them into shapes, and connect them to build their design. The kit features three ready-to-build designs, and additional rods and connectors are sold separately.
FUN IN MOTION TOYS Shashibo Grateful Dead Collection | Ages: 8+ MSRP: $25 | Available: Now This collection of licensed Shashibo magnetic puzzle cubes features iconic artwork from the Grateful Dead. The initial lineup features imagery including Steal Your Face, Dancing Bears, Haight-Ashbury, and Skull & Roses.
WATERLINE TOYS SkimBe | Ages: 8+ MSRP: $21.99 | Available: Winter While the SkimBe looks like a regular throwing disc, kids can use this toy during all seasons. In the summer, it bounces over the water, and in the winter, it slides over snow and ice. Two new colors — light blue and light green — are coming this holiday season. SkimBe Skim ‘n Score | Ages: 8+ | MSRP: $49.99 | Available: Late Winter Kids can play a variety of winter games with this set, including broom ball and catch. Kids can practice with a single disc or play with multiple SkimBes and keep track of the score with the scoring mat.
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KID TRAX Kid Trax Dizzy Racers | Ages: 3+ MSRP: $189 | Available: Now
WAMAN BOOKS Rambee Boo’s Lake Vacation | Ages: 2+ | MSRP: $9.99 | Available: Now The newest addition to the Rambee Boo series follows Rambee Boo and his crew as they go on a lake outing. Rambee runs into trouble when he loses his friend, Sock, and readers have to finish the book to find out if Sock makes it home! Rambee...BOO! Halloween | Ages: 2+ | MSRP: $9.99 | Available: Now In this book, Rambee Boo is in trouble — it’s almost Halloween, and he doesn’t have a costume! Readers can follow along his adventure with pals Rock and Sock as they scramble to find the perfect Halloween costume. Rambee Boo and the Christmas Sock | Ages: 2+ | MSRP: $9.99 Available: Now While Rambee Boo helps decorate the house for Christmas, he loses track of his friend, Sock. As the week counts down to the big holiday and Rambee enjoys Christmas festivities, his one wish is to find Sock.
Kids can drive, turn, and spin with this rideon that features a dual, push-button drive system; Power Trax rubber traction strip tires that keep the ride smooth; and a one-step, direct connect charging system. The car drives forward at 2.5 mph and is available in yellow, pink, or blue. Kid Trax Real Rigs — Fire Truck Ages: 18 MOS+ | MSRP: $199 Available: November This fire truck features more than 100 voice lines and sound effects, including a song and two instrumentals; moving eyes and a mouth for an interactive experience; push-button acceleration that drives at a top speed of 1.5 mph; Power Trax rubber traction strip tires to keep the ride smooth; and a rechargeable 6-volt battery. It includes a plush Dalmation pal and a fire hose with lights and a water sound effect. Kid Trax Classic Pedal Cars | Ages: 3+ MSRP: $279 | Available: Now These pedal cars feature functional steering, a steel construction, and rubber tires with chrome hub caps. The line includes a police car, a fire truck, a hot rod, and a pink convertible.
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LEARNING RESOURCES Santa’s Cookie Set | Ages: 3+ | MSRP: $15.99 Available: Now This festive, 12-piece pretend play set comes with four cookies, cookie dough, a rolling pin, a cookie sheet, a spatula, a plate, a glass of milk, and a write-and-wipe letter to Santa.
THAMES & KOSMOS Candy Claw Machine | Ages: 6+ | MSRP: $39.95 | Available: Now Kids can experiment and develop their motor and engineering skills with this working model of a classic claw machine. They can choose from three different claw shapes and find the one that works best to pick up a particular candy or prize. The machine includes 10 lollipops and other pretend candy boxes, but kids can fill it with their own small treats to make the challenge easier or harder. Cranks, gears, and belts move the claw arm left and right, as well as forward and back. Hydraulic levers move the arm up, down, open, and closed. A spring-loaded trap door shoots the collected candy out if kids manage to succeed. Young engineers will learn how all the pieces work together to operate the candy claw. EXIT: Kidnapped in Fortune City | Ages: 12+ | MSRP: $14.95 Available: Now EXIT: Kidnapped in Fortune City is an imaginative, storytelling game that takes place in the frontier town of Fortune City. Kids have to solve the mystery of a sheriff who has disappeared without a trace, working together with other players to find clues and strange items. In a new twist, players will decide the order in which they visit the saloon, drugstore, gunsmith, post office, prison, and bank, as well as who they want to interrogate along the way. Players will try to solve all the riddles and figure out who kidnapped the sheriff in the Wild West before it’s too late. ReBotz: Rebooted Robots | Ages: 6+ | MSRP: $11.95 | Available: Now This line of four robots is made from junkyard parts. Kids can piece together a motorized model of each ReBot from a set of easy-to-assemble parts. Then, they can switch them on and watch how each robot moves in its own wacky way. By collecting all four kits, kids can mix up the interchangeable parts to make their own rebooted robotic creations. Young engineers can conduct experiments with the different sample machines and mechanisms that make the robots move.
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ZURU Rainbocorns Epic Golden Egg | Ages: 3+ | MSRP: $49.99 | Available: Now This surprise egg holds more than 25 layers of golden surprises, including scrunchies, headbands, bows, large hair clips, new Boo-Boocorns, and one of three new Rainbocorn characters. X-Shot Royale Edition Collection | Ages: 8+ | MSRP: $9.99-29.99 | Available: Now The X-Shot line expands with three new chrome gold blasters. The Hawk Eye Dart Blaster has a detachable targeting scope and a pump-action loading mechanism, while the Reflex 6 has an auto-rotating barrel that can fire six darts in 10 seconds. Both blasters come with 16 foam darts. The Omega Dart Blaster comes with 98 darts and features a 30-dart belt.
JUST PLAY Ada Twist, Scientist Toy Line | Ages: 3+ | MSRP: $24.97-34.97 | Available: Now Just Play is releasing three new toys inspired by the Netflix show Ada Twist, Scientist. The On-the-Go Lab Set opens up to reveal goggles, a beaker, a flask, test tubes, an eye dropper, a funnel, and more. The cards in the kit give instructions to help kids run at-home experiments. The Ada Twist Doll comes with seven accessories to help conduct a pretend science experiment. Dressed in a white lab coat, she can sing “The Brainstorm Song” and comes with goggles, a science notebook, a pair of gloves, laboratory flasks, and a drawing board. The Glow and Go Notebook (pictured) features flashing lights and sounds and is a place for kids to jot down all the notes from their experiments. This notebook comes with an erasable marker so kids can reuse it over again. CoComelon Toy Line | Ages: 18 MOS+ | MSRP: $19.99-25.99 Available: Now Three toys make up Just Play’s new CoComelon line: the Learning JJ Doll, Sing and Learn Laptop, and Musical Learning Bus (pictured). The Learning JJ doll holds light-up learning blocks and a musical radio to help kids learn their ABCs, 123s, and colors. JJ’s radio is also loaded with tunes such as “Head, Shoulders, Knees, and Toes.” The Sing and Learn Laptop has similar buttons, encouraging kids to sing along and listen to learning phrases. The laptop’s buttons will activate sounds and encourage kids to learn their letters, numbers, shapes, and animal sounds. With the Musical Learning Bus, kids start the bus ride with a nursery rhyme, then the colorful vehicle will switch into one of four modes: letters, sounds, words, or numbers.
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PI KIDS Play & Sing with Blue! | Ages: 2+ | MSRP: $21.99 | Available: Now This set includes a board book and a detachable guitar toy that plays 10 songs. Kids can press the sound buttons to add effects to each song, including the Blue’s Clues & You! theme song. The book features the song lyrics inside. Spidey and His Amazing Friends: Go-Webs-Go!: Book and Wristband Set Ages: 2+ | MSRP: $16.99 | Available: Now This set includes a board book and a wearable wristband with five buttons that kids can press to play the Spidey and His Amazing Friends theme song and other Spider-Man sounds while reading the book.
JAKKS PACIFIC RC Rock ‘n Rollerskate Doll Line | Ages: 5+ | MSRP: $39.99 | Available: Now This 10.5-inch doll is available in two styles — Rainbow Riley and Lightning Luna — and comes with a boombox-themed remote control. Kids can use the remote control to make the doll move forward and backward or perform a 360-degree spin. Kids can also toggle between two different songs on the remote while the doll skates around. When moving, the wheels on the dolls’ feet light up in different colors. Sing Along Elsa | Ages: 3+ | MSRP: $39.99 | Available: Now Kids can sing a duet with Elsa and celebrate the songs inspired by her journey in Disney’s Frozen and Frozen 2. Elsa sings when kids place the microphone by her mouth, and instrumental music plays when the microphone is away from her mouth, allowing kids to sing instead. Elsa will then pick up at the correct point in the song when they place the microphone back by her mouth. The microphone amplifies voices and features color-specific buttons for kids to select from the three included songs: “Let It Go,” “Into the Unknown,” and “Show Yourself.” Additionally, Elsa says more than 15 story-inspired phrases and features color-changing lights that shine through her bodice. XPV Bladesaw | Ages: 8+ | MSRP: $49.99 | Available: Now XPV Bladesaw features a front wheel that opens and closes to reveal six spinning blades. Kids can control the R/C with a full-function remote control to make the vehicle shred through obstacles.
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HAND2MIND MathLink Cubes Numberblocks 11-20 Activity Set | Ages: 3+ | MSRP: $34.99 Available: Now Kids use these special-edition cubes to build their own characters from the TV math series Numberblocks and practice their math skills. The set includes 155 Numberblocks MathLink Cubes, 52 Faceplates, 44 stickers, 10 Numberlings, and character accessories like 14’s skateboard and 20’s top hat. Pawz The Calming Pup | Ages: 3+ | MSRP: $19.99 | Available: Now Pawz encourages kids to bring awareness to their thoughts and feelings with auto-adjusting lights and three guided breathing patterns: square breath, four-by-four breath, and laddered breath. Kids follow the lighted prompts in order to control their breathing. Pawz also includes a night light with color choices for white, green, blue, yellow, and purple as well as a timer that can be set for 5, 15, or 30 minutes.
HASBRO NERF Elite 2.0 Flipshots Flip-32 | Ages: 8+ | MSRP: $62.99 | Available: Now This blaster features 32 darts and barrels, 16 facing forward and 16 facing backward. Kids can fire one or two darts at a time from the 16 front-facing barrels, then flip the 16 rear barrels forward to keep blasting darts. The back-to-back barrels are connected, making it quick and easy to rotate them by pulling the handle. Kids can pull the trigger halfway to fire one dart, or all the way back to fire two darts. Disney Princess Ultimate Celebration Castle | Ages: 3+ | MSRP: $149.99 Available: Now This 4-foot-tall dollhouse includes furniture, accessories, and battery-operated light and sound elements. The castle features three stories and six rooms: a bathroom with a tub and a sink, a bedroom with a bed and a vanity, a kitchen with a stove, and a dining room with a table and chairs. The upstairs window lights up with fireworks while music plays. The set also includes 29 accessories — from dinnerware to combs and mirrors — along with a sofa that converts to a garden swing for outside of the castle.
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THE LOYAL SUBJECTS CheeBee | Ages: 8+ | MSRP: $5 | Available: Now CheeBee collectibles include characters from WWE (pictured), Avatar: The Last Airbender, and Teenage Mutant Ninja Turtles. Each figure stands 2.5 inches tall. BST AXN | Ages: 8+ | MSRP: $15.96 | Available: Now Pronounced “best action,” these 1:15-scale collectibles feature Japanese-style details, accessories, and more. Licenses for the line include Gremlins (pictured), Teenage Mutant Ninja Turtles, Naruto, and KISS. For Keeps | Ages: 4+ | MSRP: $12.99 | Available: Now These fashion dolls deliver a positive message of inclusivity, love, and acceptance. Each doll stands 5.5 inches tall and features nine points of articulation, interchangeable outfits, a pack of 20 affirmation stickers, and accessories.
KESS Light Up Ice Baton | Ages: 7+ | MSRP: $6.99 | Available: Now Kids can spin, throw, catch, and hit the ice baton to watch it sparkle. Each baton includes two, dual-ended rubber stoppers in different colors. de.bored Puzzles | Ages: 8+ | MSRP: $9.99 | Available: Now The de.bored Puzzles Signature Line helps kids de-stress through colorful, strategic, and repeat puzzle play. Each puzzle ranges from 500-1,000 pieces. Battle Bosses | Ages: 13+ | MSRP: $19.99 Available: November In this strategy board game, players command mythical beings (Bosses) and armies of minions. Each player uses their energy to “charge” their Boss’ abilities and collects crystals to upgrade their minions. Cards are unique to each boss and include single-use effect and upgrade editions, which give each player’s boss or minions more powerful abilities. If they take enough damage from enemy units or abilities, Bosses are defeated, and the last Boss standing wins. The game includes a Boss figure, eight minion tokens, 28 ability cards, nine hex tiles, tokens, six custom dice, and a rulebook.
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FUNKO Pokémon Advent Calendar | Ages: 6+ | MSRP: $49.99 Available: Now Kids will open one of the tiny doors each day to reveal which of the 24 Pokémon Pocket Pops! will be the next to join their collection. Snapsies Gems | Ages: 3+ | MSRP: $19.99-49.99 | Available: Now An expansion of Snapsies collectibles, Snapsies Gems are mix-and-match blind capsules sold in packs of two, three, and five. New seasonal-themed characters, such as Ivy Shimmer, Sugarplum Sparkle, Snowflake Glitz, and more are available. Five Nights at Freddy’s Advent Calendar | Ages: 6+ | MSRP: $49.99 | Available: Now There’s a different Five Nights at Freddy’s Pocket Pop! figure hiding behind every door. Kids can even reveal special and blacklight versions.
ELENCO Smartivity: Globe Explorer | Ages: 8+ | MSRP: $49.99 | Available: Now Kids can build a globe and play games with augmented reality (AR) features while learning facts about every country, including resources, animals, monuments, geography, and more. With this kit, kids will also learn about day and night and how the earth rotates around its axis. All Smartivity products use reengineered, laser-cut wood responsibly sourced using green practices, as well as recyclable, nontoxic, and sustainable parts. The building process uses rubber bands instead of glue for mess-free assembly. Smartivity: Pinball Machine | Ages: 8+ | MSRP: $49.99 | Available: Now This kit contains all the parts kids need to build a functional pinball machine while learning about levers, momentum, and energy transfer. All Smartivity products use reengineered, laser-cut wood that is responsibly sourced using green practices, as well as recyclable, nontoxic, and sustainable parts. The building process uses rubber bands instead of glue for mess-free assembly. Teach Tech Dizzy, 6-in-1 Gyroscope Machine Ages: 8+ | MSRP: $30 | Available: Now Kids can build Dizzy, pull the ripcord, and watch him spin with no batteries needed, while learning STEM concepts and the basics of gyroscopes, balance, and more. Kids can construct Dizzy into six different builds: stilts, a rover, a swinging robot, a tower spinner, a scooter, and a roller coaster rider.
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BANANAGRAMS Countaloupe | Ages: 7+ | MSRP: $9.99 | Available: Now In this game, players roll the dice and count the seed, to be the first one to get rid of all the slices in their deck. Players can stop there or keep rolling, but one rotten roll of the dice can make or break their chances at winning.
UNCANNY BRANDS Boba Fett Waffle Maker | MSRP: $34.99 | Available: November The waffle maker features an outline of The Mandalorian helmet on the inside of the grill. Once waffle mix is poured into the maker, the breakfast treat will picture the helmet design in the middle. Mandalorian Grogu Popcorn Maker MSRP: $59.99 | Available: November The top of this popcorn maker features Grogu from The Mandalorian and doubles as a serving bowl. Add kernels into the main chamber using the provided measuring cup, turn on the unit, and watch the popping happen through the transparent cover. Dunder Mifflin The Office Coffee Maker with Mug MSRP: $34.99 | Available: November The coffee maker features the Dunder Mifflin logo and comes complete with a World’s Best Boss mug.
DISGUISE Funko Masks | Ages: Varies | MSRP: $19.99 (each) | Available: Now Kids can dress like Funko Pop! figures with these oversized masks. Characters include Harley Quinn, Batman Classic, Jack Skellington, and more. Transformers Costumes | Ages: Varies | MSRP: $79.99-120 | Available: Now Made for kids and adults, these Optimus Prime costumes convert from Autobot to truck when the wearer crouches down. Each features a half-mask with mesh eyes and a vent for visibility and easy breathing. Disney Adaptive Costumes | Ages: 3+ | MSRP: $44.99-49.99 Available: Now This collection of Disney costumes is accessibility friendly. It features costumes that are adaptive to wheelchairs, walkers, and more.
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MADAME ALEXANDER DOLL CO. Kindness Club Deluxe Activity Set | Ages: 2+ | MSRP: $79.95 | Available: Now These deluxe activity sets come in two editions: Great Outdoors and Salon Day. Each set features a 14-inch, poseable doll dressed for their respective activities, along with the appropriate accessories to fit their theme. The Great Outdoors doll (pictured) wears a hiking outfit and comes with a sleeping bag, a camp chair, a backpack, and two water bottles. The Salon Day set features a doll with a colorful outfit and long hair, accompanied by clip-in extensions, curlers, a comb, a brush, a mirror, shampoo bottles, and a styling cape. Soft Gray Car Seat/Carrier | Ages: 2+ | MSRP: $29.95 | Available: Now This pretend-play accessory doubles as a car seat and carrier for dolls up to 16 inches. The rubber handle adjusts to multiple positions for kids to use as a crib, a car seat, or a feeding chair for their dolls. Soft Gray Pack and Play | Ages: 2+ | MSRP: $29.95 | Available: Now Designed for dolls up to 18 inches, this 13-inch-high pretend crib helps toddlers play and put their baby dolls to rest. The crib folds for storage and comes with a matching carrying bag.
FAT BRAIN TOY CO. Dimpl Pops Deluxe | Ages: 3+ | MSRP: $24.95 | Available: Now Kids can push, poke, and pop the 25 dimpl bubbles built into this large frame. The bubbles come in four different sizes and a rainbow of colors. Dimpl Billow & Bright | Ages: 0+ | MSRP: $19.95 | Available: Now This Dimpl product comes in two editions: Billow, a frame shaped like a cloud, and Bright (pictured), a frame shaped like the sun. Four big Dimpl bubbles are built into Billow, while 10 smaller Dimpl bubbles are built around the outdoor edge of Bright. The center of the latter is a double-sided mirror. GibGab | Ages: 8+ | MSRP: $24.95 | Available: Now Players say a word that matches the chosen category and press the button on their side. When they do, their light flashes toward the opponent. The opponent must think fast, say a word, and press their button in order to prevent the lights from reaching their end of the board. The player whose lights reach the other end first wins.
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MINDWARE Spin-Gineer | Ages: 8+ | MSRP: $74.95 | Available: Now Budding engineers can safely weld together plastic beams using friction to construct various structures. Kids can follow along with the plans to assemble a bridge that is almost 2 feet tall, or they can design their own creation. Once the beams are in place, the welding mechanism spins the rods so fast that the plastic melts and molds the structure into place. This set comes with more than 200 pieces that snap apart for repeated use. Puzzlescopes: Underwater | Ages: 6+ | MSRP: $17.95 | Available: Now This 191-piece puzzle comes with three different sizes of circular pieces and a suction cup to spin and position those pieces into place. Twilight Fairies Seek and Find Glow Puzzle | Ages: 6+ | MSRP: $19.95 | Available: Now Kids can assemble the 100-piece puzzle to create a detailed scene, then use the included reveal light to illuminate more than 40 glow-in-the-dark hidden items. Kids will develop visual recognition, fine-motor skills, problem solving, and critical thinking as they search for the mystery imagery. Additional puzzles in the line include Gnomes at Night and Museum at Night.
IMC TOYS VIP Pets Celebripets | Ages: 3+ | MSRP: $19.99 | Available: Now This new collection of characters are inspired by pop culture icons. Kids can pump the gold shampoo bottle to release the shampoo and reveal a surprise character. VIP Pets Celebripets feature eyelashes, sparkly eyes, and 12 inches of hair with tinsel highlights. There are seven characters to collect, including one rare character, that love luxury, gold, sparkles, and hair. Each comes with 10 surprises for kids to unbox. Kids can use the accessories to create hairstyles with a golden touch. The golden shampoo bottle also includes a dressing table and drawers to store the accessories. VIP Pets Color Boost Mega VIP Pet Kiara | Ages: 3+ | MSRP: $29.99 Available: Now Kiara features more than 15 inches of rainbow hair and a unicorn horn. Kids can unbox more than 30 accessories to create different hairstyles, including colored powders, glitter, hair bands, and three colorful hair extensions. Kids can match with their VIP Pets Mega VIP Pet by wearing the hair extension themself or creating matching, personalized hair clips. Cry Babies Magic Tears Jenna’s Wardrobe | Ages: 3+ | MSRP: $19.99 Available: Now This playset includes an exclusive Cry Babies Jenna doll and more than 15 accessories, including a baby bottle, a pacifier, a mannequin, three hangers, three pieces of clothing, three pairs of shoes, and more. Kids can open the wardrobe doors to discover three outfits for the doll and store outfits from other Cry Babies Magic Tears Storyland Series characters inside.
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MONOGRAM INTERNATIONAL Boba Fett Bank | Ages: 4+ | MSRP: $19.99 | Available: Now Coming out just in time for the Book of Boba Fett series on Disney+ this winter, this 8-inch tall PVC bank is lightweight and sturdy. Sailor Moon Bank | Ages: 4+ | MSRP: $19.99 | Available: November This 8-inch bank is highly detailed and colorful. It features a removable plastic cork at the bottom and a coin slot at the back of Sailor Moon’s collar. Loki Bank | Ages: 4+ | MSRP: $19.99 | Available: Now Kids and fans of the antihero can bring mischief to their homes with this 8-inch bank. The design features Loki’s horns and the staff from the original Avengers movie timeline.
BREYER Piper’s Pony Tales Dolls & Ponies | Ages: 3+ | MSRP: $24.99 Available: Now These play ponies and dolls are based on Breyer’s animated YouTube series Piper’s Pony Tales. Both the dolls and ponies have styled hair and all the dolls fit on the saddle to go for a ride. Farms Tractor & Tag-a-Long Wagon | Ages: 4+ | MSRP: $19.99 Available: November This newest addition to the Breyer Farms Collection is a tractor that kids can attach to a wagon. The lever helps unload the included hay bale, and two animal figurines — a cow and pig — complete the farm look.
FLYBAR Flybar Bumper Car | Ages: 18 MOS+ | MSRP: $139.99 Available: Now Kids can zip around with this bumper car that features an integrated 6-volt battery, flashing lights, and easy-to-use joysticks. Kids can perform 360-degree turns and reach a maximum speed of 1 mph. Waddle Hip Hoppers | Ages: 5+ | MSRP: $25 | Available: Now These inflatable hoppers are available in unicorn, dinosaur, or bull designs. Each supports up to 250 pounds and helps kids develop balance and control as they hop around inside or outside. Waddle Hip Hoppers can also stand up on their own.
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GOLIATH GAMES Beware of the Bear Ages: 4+ | MSRP: $25 Available: Now
SUNNY DAYS ENTERTAINMENT 2-n-1 Dig Rig | Ages 3+ | MSRP: $39.99 | Available: Now Dig, dump, and drive with this 18-inch toy truck. Kids can pretend to take the driver’s seat and activate the realistic construction sounds and LED lights. Kids can use the attached levers and the real scoop to dig more than 8 pounds or push the buttons to activate the motorized engine to move forward and backward. Pom Pops | Ages: 3+ | MSRP: $12.99 | Available: Now Pom Pops combine unboxing with crafting as kids dig through 1,000 colorful pompoms. Series 1 features unicorn, llama, and mermaid themes. Kids will find five toy surprises — with more than 100 total toy surprises in the line — to unwrap and play with, as well as a DIY keychain and hair accessory to decorate. Young artists can then use their remaining pompoms to create their own masterpieces, ensuring that no product pieces go to waste. Each set includes 1,000 pompoms, five themed toy surprises, a DIY keychain, a DIY hair accessory, glue, tweezers, an activity booklet, and four cutouts.
In this game, players carefully open the door and poke Papa Bear’s belly to make sure he’s asleep. If he stays asleep, they can take one of his goodies. However, Papa Bear might wake up and jump out of his cave. If players can catch the flying bear, their goodies are safe. If they don’t catch him, they have to give the goodies back. The player with the most goodies at the end of the game wins. There’s Been a Murder Ages: 14+ MSRP: $19.99 Available: Now Players must work together to solve a murder in this game of cooperative social deduction. Action and effect cards give players clues to help determine who is holding the Murderer card in their hand. Director’s Cut | Ages: 8+ | MSRP: $24.99 Available: Now In this fast-paced twist on charades, three or more players take turns as the director, leading the other players through various scenes as they try to guess the word or phrase on the director’s card.
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GURU STUDIO True and the Rainbow Kingdom Strawberry Racer (United Smile/Imports Dragon) Ages: 3+ | Available Now Inspired by the animated series True and the Rainbow Kingdom, this pull-back race car comes with Bartleby and True figures. Kids can pull it back and watch it zoom away. True and the Rainbow Kingdom 9-inch Plush with Sound (United Smile/Imports Dragon) | Ages: 3+ | Available Now Kids can collect three different 9-inch plush characters from True and the Rainbow Kingdom. Kids can press the bellies of True, Bartleby, and Yeti to hear phrases from the show. True and the Rainbow Kingdom Light-Up Bedtime Doll (United Smile/Imports Dragon) Ages: 3+ | Available Now Fans of True and the Rainbow Kingdom can snuggle up with True at bedtime. Kids can press the plush doll’s belly to activate a night light that stays on for 30 seconds.
KIDKRAFT
Rainbow Dreamers Unicorn Mermaid Dollhouse | Ages: 3+ | MSRP: $99.99 Available: Now This 4-foot, three-story dollhouse features sea- and sky-themed designs and accessories. A working swing for dolls is suspended from the cloud at the top of the house, accompanied by a transparent water slide on the lower level. The set includes 15 total furniture and play pieces, along with two balconies and seven play areas suited for dolls up to 12 inches. NERF Command Base Battle Fort | Ages: 8+ | MSRP: $1,499.99 Available: Now KidKraft and NERF collide for an 8-foot-high, multitower playset. The set features bridges, ladders, gangplanks, and trap doors for NERF battles. Two plastic defense shields and a dome tent top help kids take shield, while two rock walls provide ways to climb up the towers. Kids can even store their blasters and darts in a battle prep area and in the pulley crate. The fort also features a spinning target area for kids to practice their aim.
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HORIZON GROUP USA Donut Worries | Ages: 6+ | MSRP: $6.99 | Available: Late November/December Donut Worries is a line of positivity jewelry that kids can create in Be Kind Always and Shine Bright themes. Kids can make the jewelry to wear or share by using a pen or pencil to write something that brings them joy on each of the tabs to the right, then tearing them from the sheet, and stuffing them inside the doughnut. SLIMYSAND Aqua Splash 1.5 LB Buckets | Ages: 3+ | MSRP: $6.99 | Available: Now This sensory play sand is stretchable and moldable in and out of water. Kids can fill up a bucket or bowl with water and begin molding, stretching, slicing, and crushing the SLIMYSAND Aqua Splash under the water, pack and layer any color sand into the molds, then lift to reveal their creations. Kids can also use the included tool to create impressions in the sand. When they’re finished playing, they can wring out the water from the sand, place it inside the included play box to air-dry, and store it in the included resealable bag. The sand is available in blue and pink colors.
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LITTLE TIKES My Real Jam Electric Guitar | Ages: 2+ | MSRP: $39.99 Available: Now This guitar features four play modes: Play with the Band, Free Play, Solo Jam, and Play Any Song with Bluetooth. The guitar comes with a strap, while the package doubles as a reusable guitar case for storage. Pelican Explore & Fit Cycle | Ages: 3+ | MSRP: $157.99 | Available: Now This kid-friendly exercise bike comes with built-in audio adventures, a Bluetooth speaker for kids to play their own music, and a tablet holder so that kids can watch free trainer adventure videos on YouTube. Rescue Tales Walk ‘n Wiggle Daisy | Ages: 4+ | MSRP: $62.99 | Available: Now This interactive English Springer Spaniel plush responds to 10 voice commands, including “Let’s go,” “Come here,” “I love you,” and “Time for bed.” Kids can walk Daisy on or off her leash with the remote-control handle that controls her movement. Daisy can also go into Silly Dance Mode and will make happy puppy sounds when kids pet her. The toy comes with a collar, a leash, and an adoption certificate.
MGA ENTERTAINMENT L.O.L. Surprise! OMG! House of Surprises | Ages: 4+ MSRP: $229.99 Available: Now This 4-by-4-foot playset contains four stories with 10 rooms that are fully furnished and fit OMG Fashion dolls and L.O.L. Surprise! dolls. The dollhouse also features a working elevator, a pool, a drive through, and a garage. Glitter Babyz | Ages: 3+ | MSRP: $29.99 | Available: Now Each baby has a unique personality expressed through their style and features sparkles on their lashes and glitter in their hair. These poseable dolls can sit down for feeding or bath time. They also feature hair that changes colors in icy cold water. L.O.L. Surprise! Color Change Bubbly Surprise | Ages: 4+| MSRP: $29.99 Available: Now Kids can reveal an exclusive L.O.L. Surprise! doll and pet hidden inside a heart-shaped, bubbly surprise. When they add water to the heart, it changes colors and fizzes. Kids can search for six more surprises in the surprise balls or by digging through the sand.
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CRAZY AARON’S Doodle Putty — Bear, Dolphin, Puppy | Ages: 4+ | MSRP: $9.99 Available: Now Kids can use the included mold to form their putty into a figure, then use the markers to draw on them. When kids want to start over, all they have to do is mesh the putty together to watch the marking disappear. Kids can mold and doodle over and over again, and the putty never dries out. The Amazing Prediction Putty | Ages: 5+ | MSRP: $9.99 Available: Now The answer to life’s questions are in your hands. Whisper a question into the putty, stretch and squeeze it, and watch as a truth stone rises to the surface with an answer. Hide Inside! Present Surprise | Ages: 3+ | MSRP: $9.99 Available: Now Kids can search for six special holiday pieces hidden inside each holiday-themed tin. Each putty in the collection challenges kids to keep their eyes sharp to find all of the pieces.
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TALKIN’ TOYS
OCTONAUTS REBORN
The Toy Book chats with Silvergate Media’s Senior Vice President of Consumer Products and TV sales, North America, EMEA, Australia, and New Zealand Lisa Macdonald to discuss the company’s Octonauts relaunch. The Toy Book: It’s been more than a decade since the Octonauts first hit the scene. Now, the brand is relaunching for a whole new generation of kids. Why is now the right time to reboot the Octonauts franchise? Lisa Macdonald: It is always the right time to provide quality entertainment and education to families, and Octonauts does just that. The three recent Netflix specials that were launched over the past year were so incredibly well received that we know that there is huge demand for Octonauts content worldwide. We delved deep into underwater locations in the first four seasons, and we know we can apply the same winning formula to adventures on land. We know that kids are always going to be interested in the fascinating aspects of the natural world, and parents will always support and nurture that curiosity; that is why it’s a perfect time to expand the Octonauts universe. TB: Octonauts has been known for characters that embark on exciting missions that have real-world meaning. What issues will the Octonauts face and inspire kids with in Octonauts: Above and Beyond? LM: This is absolutely one of the strengths of the original series and core to the Octonauts brand DNA. In Octonauts Above & Beyond, the Octonauts’ mission expands as the characters officially take their mission onto land for the first time. The show combines the high-octane action and stunning creativity that has come to define the brand, as well as the educational content in each episode that parents love. Kids will learn real facts about amazing creatures, real Earth environments, and the challenges of dealing with water and weather phenomena. As the Octonauts respond to a range of new dangers across our ever-changing planet, their mission is as vital as ever: They will explore harsh and remote environments, rescue animals that need
their help, and protect the land and all living creatures. TB: During Octonauts’ initial run, the brand was a global hit with live experiences and a mall tour in the U.S. Why are experiences, such as the new collaboration with Merlin Sea Life Centers, so important? LM: Live experiences are really important to the Octonauts universe. There is no better way to bring the brand to life than a fully immersive attraction like the one at the world-class Sea Life Center in China or the various mall tours that have been so well received globally. It speaks to the deep connection between Octonauts and their fans. The brand simply transcends whatever platform it is on, whether it’s Netflix, YouTube, or broadcast TV. Octonauts fans are eager for different experiences beyond passively enjoying an episode. They want to be able to live those amazing adventures, take orders from Captain Barnacles, and work alongside Lieutenant Kwazii. The affinity between the audience and the Octonauts is so strong that it can support any number of different iterations and touchpoints including live events, licensed products and, of course, toys. TB: The original Octonauts toys were a global hit. Next year, Moose Toys will launch a full new range of toys. Can you share an early teaser of what families can expect in the new line? LM: Moose Toys is such a creative company with the kind of experience and track record to really take the toys to the next level. Vehicles have always been a key feature of the Octonauts adventures and Octonauts Above & Beyond is no different. At the heart of the series is a new mobile HQ, the Octoray, supported by a new fleet of land-based vehicles, the Terra Gups, which can climb mountains, dig tunnels, sail over sand dunes, and navigate dense jungles. We’re also
Source: Silvergate Media
introducing new characters like Paani, a daring hydrologist. Moose Toys is creating an extensive product line that is inspired by the new and old series. TB: Beyond the original content and extensions into toys, licensing is an important part of the Octonauts brand. How is the licensing program for the new series shaping up? LM: The licensing program for Octonauts is built upon the brand heritage that has engaged consumers for more than a decade now. The franchise is always being invigorated with new content, and that has helped us attract best-in-class partners. The UK, the U.S., and China will be our lead markets as they have existing loyal fanbases we can tap into, and we’ll look internationally to expand that footprint. Our strategy is to have a consumer products program that will be led by toys. Additionally, we will continue to expand publishing and live events. The new series lends itself to exploring different areas, and we are really excited about that. The global reach of Netflix also means that we will be looking into a number of different territories and evaluating what touchpoints would work well both locally and regionally. It is important for us to embrace a tailored approach to licensing. It is not a one-size-fits all program. We know that certain activations work in some territories and not in others. »
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MARKETING MEMO
The Toy Book chats with Spokesperson of the Executive Board at Spielwarenmesse eG Christian Ulrich about the show’s return in February. Toy Book: Spielwarenmesse 2022 will take place for the first time in two years. What are you looking forward to most this February? Christian Ulrich: We’re most looking forward to the toy industry finally being able to gather again. As the world’s leading toy fair, the Spielwarenmesse offers the perfect backdrop for meeting in person. After all this time and the countless virtual meetings, people are longing to see each other face to face again. TB: How can exhibitors take advantage of Spielwarenmesse Digital next year? CU: Spielwarenmesse Digital is a completely new digital platform that we are offering as a complement to the physical trade fair. All of our on-site exhibitors receive the digital Smart Package as part of their overall deal, allowing them to book additional services or to upgrade to other packages. This will enable them to increase their exposure and overall reach. At the same time, companies who can’t have a stand at the exhibition center can opt for a purely digital presence.
the classification of product groups. The special Tech2Play area, which showcases innovations in electronic toys, is always worth a visit. Another highlight will be the revamped presentation of new products. Industry participants who are keen to brush up on their knowledge will greatly value the Toy Business Forum, which features an informative program of talks. TB: What are some of the top trends your TrendCommittee identified for 2022? CU: Our international TrendCommittee meticulously analyzes the world’s toy markets year-round. Its members observe emerging toys that relate to a common theme and give rise to new trends. It has become something of a tradition to announce the trends for the coming year in mid-October. All I can say for the time being is that the industry trends will once again have a game-changing impact for the trade. TB: Spielwarenmesse’s ToyAcademy just launched in June. How is that
program performing, and how will the new series have a presence in-person at the show? CU: Our new online ToyAcademy talks enable us to keep the toy industry abreast of market and industry developments throughout the year. The feedback we received from the first video talk was extremely positive. This has encouraged us to continue the series this fall. At Spielwarenmesse 2022, the Toy Business Forum I just mentioned will be the central hub of knowledge. Every day, high-caliber experts will provide our specialist audience with valuable, industry-specific insights. TB: Is there anything else you would like to add? CU: We’ve made good use of the time since the last Spielwarenmesse by developing innovative ideas that give the industry new and important impetus. So, keep an eye out for more exciting highlights, which we will be revealing over the coming weeks and months! »
Source: Spielwarenmesse eG
TB: The Area for Service Providers will be a new part of the show. What other areas should attendees make sure to visit? CU: We have announced the new Area for Service Providers as part of our overall concept for the Spielwarenmesse. The innovative feature will create a platform not only for independent testing institutes, but also for suppliers offering services such as packaging, production technologies, logistics, marketing, and electronic point-of-sale systems. At the same time, we aren’t making any changes to tried-and-trusted concepts, such as our hall layout and toybook.com toybook.com| |FEBRUARY OCTOBER 2021 | THE TOY BOOK 89
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OFF TO NUREMBERG! THAT’S THE slogan for the Spielwarenmesse, where the international toy industry will gather from Feb. 2-6, 2022. It’s almost hard to believe that we will have endured 730 long days of waiting before meeting again at Germany’s Nuremberg Exhibition Center. The level of anticipation is already huge with the prospect of seeing business partners in person again, making new contacts, discovering tomorrow’s trends, and doing what we do best: playing with toys. To ensure that everyone participating in the fair can concentrate all their efforts on business and networking, organizer Spielwarenmesse eG has established a comprehensive hygiene policy in collaboration with local leaders to ensure the safest gathering possible. The city of Nuremberg is also ready and Two attendees testing out toys at the Tech2Play special area at Spielwarenmesse 2020. Source: Spielwarenmesse eG
there will be many new attractions for visitors to the fair. MERGING NEW IDEAS WITH PROVEN METHODS The 72nd Spielwarenmesse is maintaining continuity throughout the exhibition halls’ layout, reflecting the toy market in 12 different categories. The blend of established market leaders and start-up companies across 18 halls provides a uniquely varied range, allowing for a comprehensive overview of the latest product offerings from toymakers worldwide, all in one location. Retailers are encouraged to visit special exhibition areas to find additional inspiration. Tech2Play in Hall 4A presents highlights from the field of electronic toys. Since 2017, this area has served as a
hands-on showcase for robotic, R/C, and educational toys and virtual games. The Toy Business Forum in Hall 3A is once again the must-visit destination to discover current and forward-looking insights. Trade visitors from around the world can take part in free presentations showcasing trends, market developments, and licensing opportunities. Additionally, the Spielwarenmesse highlights new ideas for the industry in locations such as the Area for Service Providers in Hall 3A. In this special showcase, testing institutes and suppliers from the fields of packaging, production technology, logistics, marketing, and electronic point-of-sale (EPOS) systems come together for a fresh look at their latest offerings. This year, sustainability will take center stage as toymakers seek new ways to evolve their businesses in the years ahead. NIGHTTIME IN NUREMBERG IS PLAYTIME When the trade fair closes for the day, restaurants and bars in the heart of the old city — the Nuremberg Altstadt — open their doors to invite toy industry guests to enjoy their local culinary specialities. Franconian cuisine has a wealth of delicious treats, including the world-famous Nuremberg Bratwurst and the roast pork shoulder known as Schäufele. For beverage enthusiasts, regional beers and wines are regularly enjoyed by visitors toasting to a successful fair. Attendees may also wish to explore some toy history at Nuremberg’s Spielzeugmuseum (Toy Museum), which is celebrating its 50th anniversary with a new exhibit, or the recently opened Haus des Spiels (House of Games) — home to the largest curated collection of games in
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The spirit of play returns to Nuremberg! Trade show organizer Spielwarenmesse eG is gearing up for its first in-person trade show in two years, prioritizing the health and safety of its exhibitors and attendees. Registration for the show will be open in mid-November. | Source: Spielwarenmesse eG
Germany, containing more than 30,000 board and card games. GOING VIRTUAL: EXPLORING SPIELWARENMESSE DIGITAL To complement the annual in-person event, Spielwarenmesse Digital serves as a virtual enhancement that visitors can explore before the trade fair begins. The new platform contains an overview of all exhibiting companies and their products, whether they’re exhibiting on the show floor or are making their offerings available in a purely digital form. The entire experience is searchable by exhibitor, products, and license. Spielwarenmesse Digital also includes personal profiles for all participants, including private chat, group chat, audio calls, and video meetings, which are available to foster better communication between exhibitors and attendees. The digital platform will also include livestreamed content from the trade fair, including panels and presentations from the Toy Business Forum, the LicenseTalks, and the exhibitors’ workshops. PLAYING IT SAFE The team at Spielwarenmesse eG, in
“It’s almost hard to believe that we will have endured 730 long days of waiting before meeting again at Germany’s Nuremberg Exhibition Center. The level of anticipation is already huge with the prospect of seeing business partners in person again, making new contacts, discovering tomorrow’s trends, and doing what we do best — playing with toys.” collaboration with exhibition center operator NürnbergMesse and local health authorities, have developed a comprehensive hygiene policy that is constantly
updated to reflect the latest requirements to ensure everyone’s safety. Alongside the now-customary rules such as the wearing of face masks, avoiding handshakes, and following coughing and sneezing etiquette, the policy includes a number of additional measures. Washrooms and frequently used surfaces will be cleaned and disinfected at regular intervals. Hand sanitizer will be available in many locations around the exhibition center; and updated ventilation equipment will ensure that the air in the building is fully replaced every hour. The Spielwarenmesse has sufficient space to allow social distancing between individuals. Finally, in order to ensure seamless contact tracing, all exhibitors, trade visitors, media representatives, and service providers will register in advance for the fair. For this reason, tickets to the fair are only available online, and will go on sale in mid-November. A recent retail survey has shown that the overwhelming majority of toy industry players are looking forward to meeting again in Nuremberg, and the Spielwarenmesse is ready to welcome them back to play! »
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How Streaming Services Impact the Toy Industry by MADELEINE BUCKLEY, senior editor IT’S BEEN NEARLY 15 YEARS SINCE Netflix first started to offer its subscribers a library of online video content for a flat monthly fee, introducing a new way to watch TV and movies that would ultimately eclipse — or more accurately, obliterate — its existing DVD-by-mail rental service. Today, content streaming is still a hot topic. From the ever-increasing number of platforms vying for viewers’ eyeballs (and dollars) to a tidal wave of thorny questions about the impact of day-and-date movie releases, this now-integral part of our entertainment consumption is complex, multifaceted, and still evolving. One of the many facets is the impact that streaming platforms have on consumer products and, specifically, on toys. It is a fact that streaming viewership among kids is continuing to grow, as weekly linear TV viewership declines. According to data from The Insights Family, normal weekly TV viewership in August declined for all kids ages 3-12 when compared to the same period last year. The decline was steepest for kids ages 6-9, which had a 29% decrease. While many factors, including the COVID-19 pandemic, may have influenced this drop, all age groups also saw an increase in Netflix weekly viewership year-over-year: +3% for ages 3-5, +14% for ages 6-9, and +18% for ages 10-12. And along with that increased viewing comes increased spending. The Insights Family also tracked kids’ likelihood to make licensed toy purchases compared to their viewing habits: Across all age groups (3-5, 6-9, and 10-12), Disney+ viewers were more likely than average to make both TV and movie-inspired pur-
chases. The most notable influence was for the oldest age group, which was 21% more likely to make movie purchases and 27% more likely to make TV purchases than average — perhaps a testament to the strong consumer products programs surrounding Star Wars and Marvel content, which is available to watch on Disney+. The Insights Family also tracked this data for Netflix viewers and found an increased likelihood for both movie and TV purchases in ages 3-5 and 6-9. For ages 10-12, Netflix viewers were 13% more likely to make TV purchases, but 3% less likely to make movie purchases. Anecdotally, Rebecca Harvey, executive vice president of global brand management for family brands at Hasbro’s eOne, acknowledges the importance of streaming to expand existing intellectual property (IP). eOne’s preschool series PJ Masks and Peppa Pig both started as traditional TV launches but have since found streaming homes on platforms in the U.S., including Disney+ (PJ Masks), Paramount+ (Peppa Pig), and Netflix (PJ Masks). According to Harvey, Hasbro has really moved into the streaming space over the past few years, especially as the COVID-19 pandemic expedited an existing shift to digital consumption. One example Harvey gives for the impact of streaming was the jump in brand affinity, exposure, and revenue when Peppa Pig launched across a variety of streaming platforms in China. In fact, Peppa Pig was trending on streaming platforms in multiple territories this summer. “I’ve no doubt this will create deeper engagement, affinity, and more sales,” Harvey says. “New kids will enter the brand, and when there is a need for
a magazine, book, or toy, maybe for their own holiday staycations, Peppa will be top of mind.” However, she emphasizes that just because that is the case for Peppa, it doesn’t mean every brand works the same way. She says the most important factor is continuing to provide fresh content and delivering it to families through a variety of mediums. For Hasbro and eOne, this includes everything from toys and music videos to digital gaming and eventized content. “What drives strong sales is a content mix that enables kids and parents to move from one element of the brand to another, to another, and then another seamlessly — endlessly attaching fans to an IP that consistently delivers on a trusted brand promise,” she says. Mattel, meanwhile, delved into content creation for streaming platforms in recent years, most notably with this summer’s debut of Masters of the Universe: Revelation on Netflix, which was the platform’s No. 1 kid’s show in the U.S. during its opening weekend. According to Executive Vice President and Chief Commercial Officer Steve Totzke, the company has already seen a positive impact on toy sales from this launch. Mattel will continue rolling out Masters of the Universe content with the series He-Man and the Masters of the Universe, which gives the brand a new visual style for a younger audience. Mattel also launched a new Barbie Netflix special, Barbie: Big City Big Dreams, with accompanying product on Sept. 1. Totzke also says that streaming platforms have been an important factor for many of Mattel’s long-time licensing
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partners, like Universal Studios’ Jurassic World franchise. The Jurassic Park and Jurassic World movies have spent time on multiple major streaming services, while the animated series Jurassic World: Camp Cretaceous continues to bring new brand content to Netflix. “One of Mattel’s objectives with our own IP and our partner properties is to move from launch event to evergreen, and these streaming platforms are helping facilitate that goal in a more meaningful way,” Totzke says. Bolstering — or in some cases, reviving — classic brands is an additional point at which streaming platforms and consumer products can intersect. For example, Walt Disney Studios’ entire catalog of classic animated movies left “The Vault” and became available to U.S. consumers for the first time ever with the debut of Disney+ in November 2019. This year, Disney launched the Ultimate Princess Celebration, a toy and consumer-products-heavy celebration of its princess characters, who are undoubtedly more accessible to kids than ever before. ViacomCBS, and specifically its Nickelodeon team, have seen the impact of streaming on legacy brands, too. According to Dion Vlachos, executive vice president of hardlines and retail for ViacomCBS Consumer Products, older shows that have recently landed on major streaming services have seen an increased demand for products, including Avatar the Last Airbender, SpongeBob SquarePants, iCarly, and Blue’s Clues. “We are seeing a correlation of digitally native fans who are enjoying their favorite shows in groups of episodes and then searching for product online to celebrate their fandom,” Vlachos says. However, finding the right way to predict and prepare for consumer demand from streaming content can be a major challenge. Totzke also names the Disney+ series The Mandalorian as an example of the impact streaming content can have on toys. Mattel’s The Child plush toy was the largest and fastest-selling presale in company history, and Totzke says Mattel is currently expanding its range to reflect consumer interest in the show and its characters. However, at the time of The Mandalorian’s initial debut in 2019, the secrecy surrounding the fan-favorite character The Child (now known as Grogu)
meant that toys and other consumer products featuring the character were not available immediately after the show debuted, despite an incredibly sudden and strong consumer demand. In fact, Vlachos says that ViacomCBS is currently working on compressing its product development timelines to meet the demand of popular streaming content, including offering merchandise on demand and strategically planning long-lead categories to be able to release products shortly after shows arrive on streaming platforms. Matching timelines with demand isn’t the only challenge when it comes to developing toys for streaming content, when compared to linear television. As Harvey explains, when content all drops at once, it doesn’t give time for product demand to build at a steady pace. “Once the audience is finished with the content, they will simply move on before the next season is ready,” she says. “We have seen new IP launch with successful consumer products strategies attached to a streaming-first strategy, but it’s still unproven as a whole.” The exact impact of streaming platforms on the sales and development of toys is still an evolving reality. As ViacomCBS evaluates its product development timing, Hasbro is testing and researching exactly how relaunching older content on streaming platforms
impacts consumer product success. Its inhouse research team is buying consumption data, and the brand and marketing teams are tracking competition alongside ongoing brand health studies and audience research. Throughout this learning process — and despite the changes in how kids consume media — Harvey says that the priority has to stay on creating great content. “What’s critical right now, when viewers have more choice than ever before, and will come into a property and leave quicker than before, is strong IP,” she says. “For us, whether we are creating toys or creating content or toys attached to content, the driver is always IP first.” And now, as seen in a wide variety of shows and movies that are in development, many toy companies are utilizing their original toy IP to inspire entertainment content — much of which is sure to find its way to streaming platforms, adding yet another layer of complexity to the streaming-meets-toys landscape. In Harvey’s opinion, it’s an exciting development, but one that should remind toy companies that the toys themselves are key. “I do believe this will help to increase fandom and affinity,” she says. “But let’s not forget that toys are just as important growing up as the entertainment we watch. Bridging the two together is powerful.” »
A still from Masters of the Universe: Revelation and a He-Man action figure inspired by the show. | Source: Mattel/Netflix
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The preschool series combines cute cats and quirky crafts. by JACKIE CUCCO, senior editor IT’S EVERY KID’S DREAM TO DIVE head-first into their toy dollhouse to explore a world of possibilities in every miniature room. Kitty enthusiast Gabby and her plush pal Pandy Paws are living that dream in Gabby’s Dollhouse, a DreamWorks Animation preschool series with two seasons on Netflix. Each episode starts off with live-action Gabby (played by Laila Lockhart Kraner) unboxing a dollhouse delivery while she films a mini-vlog on her smartphone. She then puts on her magical cat ears headband to shrink herself down into an animated character so that she can venture through the cat-themed dollhouse. The stuffed animal Pandy Paws also
The second season of Gabby’s Dollhouse debuted in August. | Source: NBCUniversal
comes alive in the dollhouse as her animated sidekick, and the duo mingles with all the cat characters that live there, including Kitty Fairy, Cakey Cat, MerCat, DJ Catnip, Party Tabitha, and others — collectively referred to as the Gabby Cats. Jennifer Twomey and Traci Paige Johnson are the creators and executive producers of the series, both of whom also worked on Blue’s Clues, another successful preschool series that first aired on Nickelodeon in the ‘90s. “Having worked in preschool television for more than 20 years, we have great respect for our audience, and our goal is always to engage and delight them,” Johnson says. “We know from Blue’s Clues how much kids respond to a real person looking into the camera and inviting them in to play. We also know the power animation has to transport preschoolers to a uniquely fantastical world, so we decided to combine them both and have the live-action bookend the show. This allows us to draw the viewer in at the top of the show and then take them along for the ultimate playdate inside the magical world of the dollhouse.” Whatever Gabby unboxes at the top of each episode becomes the catalyst for the story and sets the theme for that day’s playdate. As she travels from room to room, the characters and activities intertwine with that episode’s theme. The unboxing trend became the jumping-off point for the adventures, but instead
In the series, Gabby shrinks down when she enters the dollhouse. | Source: NBCUniversal
of just unboxing a product, Twomey and Johnson wanted to find a way for Gabby to unbox “a story.” Together, Gabby and the Gabby Cats make DIY crafts, recipes, and science experiments that kids can replicate at home. They also work together to solve problems that drive the plot, such as bringing a kitty spaceship back down to Earth, rescuing hamster kitties that have run off, curing a case of the hiccups, and helping MerCat get her sparkle back after she loses her colors. Some of Gabby’s kitty friends become frazzled when the adventures become challenging, but Gabby is never afraid to “fail fantastically” and learn from a tough situation. “Gabby encourages a growth mindset mentality. That means to always celebrate mistakes, never be afraid to ‘give it a go,’ and to believe in the power of yet,” Twomey says. “The Gabby Cats are always modeling creative problem solving, grit, and resilience, which we believe is the most important foundation for kids today.” The “power of yet” is a way to bring
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kids hope and encourage a can-do attitude. If they don’t know how to solve a problem or say something like “I can’t do that,” all they have to do is think of the word “yet” to realize the potential for growth and success. “Through Gabby, we model how to roll with it, no matter what comes your way, and we hope to inspire preschoolers to turn their missteps and ‘whoopsies’ into something creative and beautiful,” Johnson says. Twomey and Johnson created a strong brand identity for Gabby’s Dollhouse by putting a feline spin on everything, from the characters that are Kids can explore Gabby’s world with a real dollhouse based on the show. | Source: Spin Master all part-cat to the cat ear imagery that shows up on the actual dollhouse and the Gabby’s Magical Musical Ears, an interaccreates a digital environment for fans to everyday items inside. Each room in the tive, cat-ear headband that plays sounds dive further into the fantastical worlds dollhouse represents a different preand phrases when kids wear it, and and kitty characters from the series. Kids school play experience, such as music, Gabby’s Purrfect Dollhouse, a three-story can join Gabby to explore her dollhouse cooking, arts and crafts, science, and playset featuring different rooms, furniroom by room, unbox surprises, discover storytime. The cat theme paired with the ture, accessories, a dollhouse delivery new hobbies, make friends with the kitevergreen dollhouse play tower, a working Cat-O-Vator, and more. ties, and play more than 30 mini-games pattern set the stage Kids can add to the fun that feature singing, painting, cooking, for an easy transition with Deluxe Room Sets crafting, and planting. At time of print, from entertainment (sold separately) that slide the app has more than 5.5 million downto toys. into the dollhouse walls, loads and is ranked the No. 1 Universal such as Cakey’s Kitchen, educational game on Google Brand Development Pillow Cat’s Sweet Play across 32 countries. partnered with Spin Dreams Bedroom, and Spin Master will roll out Master to debut the first MerCat’s Primp and even more toys Gabby’s Dollhouse toy Pamper Bathroom. this fall and line in July, including “Gabby’s Dollhouse is Universal role-play items, dolls, such a magical property Brand DeGabby’s Magical plush toys, character for preschoolers and it velopment Musical Ears Gabby Girl 8-Inch Doll Source: Spin Master figures, surprise blind bags, felt like a natural evoluwill expand and Talking Pandy Paws collectibles, playsets, and tion from the show into the the Gabby’s Source: Spin Master — of course — a dollhouse. toys,” says James Martin, Spin Dollhouse brand “[Twomey and Johnson] have a talent Master’s senior vice president, marketing with additional partners that exceeds creating great animaand global business unit (GBU) lead, in the apparel and home tion,” says David Voss, Universal Brand preschool. “The series is rich with stogoods space next year. Development’s senior vice president of rytelling, lovable personalities, surprise Gabby’s Dollhouse leads the way in global consumer products design for toys moments, and adventures. Gabby’s dollhouse wish fulfillment. The positive and hardlines. “They build aspirational Dollhouse is the ultimate dollhouse messaging of the series will help kids characters and worlds that go beyond experience, a modern take on traditional see the silver lining shining through any passive experiences with storytelling that dollhouse play, and our imaginative toy cloudy day with the help of quirky kitty inspires viewers to jump into the worlds line stays true to that.” characters and pretend play — and kids they create. This approach to storytelling Some of the dollhouse accessories can join the fun inside their very own dollleads to a rich and endless opportunity also feature QR codes that kids can house world to match. » for products.” scan to unlock even more surprises and Jackie Cucco is a senior editor Some of the toys look like rewards in the Gabby’s Dollhouse app, at Adventure Media & Events. they were plucked straight available on iOS and Android. Developed She covers toy trends and news for the Toy Book, the Toy Insider, out of the show, such as by Spin Master Digital Studio, the app and the Pop Insider. You can visit her on Instagram @saucyjac and say hello to her pet bunny Peepers @thebigpeep.
Gabby’s Dollhouse Deluxe Figure Set | Source: Spin Master
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WIT STORIES
WOMEN IN TOYS GETS A NEW LOOK
The industry organization gets a fresh upgrade as its community grows. by KELSEY ALPAIO, copywriter, Women in Toys, Licensing, & Entertainment WOMEN IN TOYS, LICENSING, & Entertainment (WiT) is sporting a new look and logo that reflects the vibrancy, inspiration, and energy of its global community as the nonprofit organization turns 30 years young. What started as a small group of women casually meeting up in New York City during Toy Fair has evolved into the industry’s preeminent organization that advocates for the advancement of women. It was time for a new look that better reflected this diverse and inclusive powerhouse. Here’s what WiT members have to say about their own experiences and what the new rebrand means to them. WIT 2.0 “WiT has grown and evolved over the years in size, scope, reach, and impact. We needed a visual identity that better conveyed our diverse community, our impact on the industry, and all we’ve accomplished together. We needed the right partner to help us bring our rebrand to life, one that reflects where we are today, and our vision for the future. We couldn’t think of a better creative partner than the renowned agency, TBWA\Chiat Day\LA, who landed on Fast Company’s prestigious list of World’s Most Innovative Companies.” — Janice Ross, president of WiT and managing partner of Brand Fresh Management
“As we began our conversations with WiT, we were excited to create this brand redesign that depicts what Women in Toys, Licensing, & Entertainment values and represents. We knew they needed to refine their aesthetic and bring forth the boldness the organization encompasses. The new brand is bold, sophisticated, and versatile, truly elevating the women of WiT.” — Sarah Rubinstein, vice president of strategy at TBWA\Chiat\Day LA A COMMUNITY OF BELONGING “Stepping into WiT, I wanted to feel different about the way I could show up in a room and have a frank conversation about issues related to how we work together in our industry. I wanted to invite others to be part of the difficult conversations that needed to be had, and let their voices be heard. I’m appreciative of constant change, and that change is hard. It’s exciting to be part of an organization that is creating change together. While the old logo has a lot of meaning to me, and it was like seeing an old friend — I love what the new logo represents. It’s fresh, fun, and serious all at the same time, and it’s all about friendships yet to be formed.” — Delanie West, founding creative director of Be Super Creative “The industry is changing and we’re starting to see a lot more thought about intersectionality. WiT is an ecosystem,
and that’s what makes this organization so unique. You can stay in the toy, licensing, and entertainment industries for your entire career because there are so many different seats at the table. It’s great to have a community that embodies that intersectionality, and that’s what I love about the rebrand — it gives equal real estate to toys, licensing, and entertainment.” — Michele Martell, principal of Martell Media House “WiT has taught me that there is enough for everyone. In my prior industry, competition was fierce, especially among women. It felt like we were all competing for the same piece of the pie. WiT is completely different. Everyone genuinely supports one another, and believes that women supporting other women is how we all will achieve our goals.” — Karen Kilpatrick, founder of Kayppin Media & Genius Cat Books “WiT events embody an energy, connection, and passion that is hard to describe. Once you feel it, you know. And I see that in the creative rebrand. It’s bright, bold, and inclusive — all of which is reflected within our member community. The WiT community creates an environment that allows members to feel valued and heard. Together, we have built a sense of community, connecting each of us to something larger than ourselves. This belonging helps us in our work, our
Women in Toys, Licensing, & Entertainment’s new logo | Source: WiT
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“Everyone genuinely supports one another, and believes that women supporting other women is how we all will achieve our goals.” — Karen Kilpatrick, Founder of Kayppin Media & Genius Cat Books
relationships, and within our communities, unlocking untapped potential and confidence within each of us. We are creating a better story together.” — Michelle Weber, senior sales executive at Toy’n Around
organization like WiT. The new branding shows you who we really are — we’re here, we’re awesome, and we’re fun.” — Amanda Marschall, senior manager of learning and development at The LEGO Group
WE’RE IN THIS TOGETHER “It’s really hard to be able to find and connect with people, especially when you’re feeling self doubt or you’re struggling at work. Being connected to people at WiT has been invaluable. You have this incredible network of some of the most brilliant, remarkable people. And everyone is open to sharing their advice and knowledge. I’ve never found that before.” — Megan Gardner, senior manager of business improvement at The LEGO Group “When I first started working on my product, I didn’t have mentorship, support, or people who understood the questions I needed to ask. When I started coming to WiT virtual events, I found my people and always came away with answers to my questions. We’re stronger together, and that’s what I see in the new rebrand. There are all of these different colors and shapes, but they look so beautiful when they’re collectively together.” — Kimblyn Harris, founder of On Good Seed “One of the coolest things about WiT is that it gives you direct access to some of the highest-level people at the biggest companies in the world. I have some advice for the young professionals in this industry: The more people that you can get to know, the better. You can open up so many doors for yourself by joining an
WHAT’S NEXT? “The Women in Toys, Licensing, and Entertainment rebrand reflects how WiT has evolved into a female empowerment thought partner for industry veterans and future leaders. As bold champions of progress, we are proud to expand WiT throughout Canada — to inspire the next generation of global leaders.” — Bisma Asmara, senior vice president of MEGA of Mattel, and Christina Sklavenitis of Christina Sklavenitis Consulting “The future for WiT is bright, and it’s because of a renewed sense of energy around the organization and its commitment, not only to women, but also being authentic and purposeful about its commitment to underrepresented groups. With diverse representation comes diverse ideation, which creates a better WiT. It’s exciting to help young women understand what opportunities are available in our industry. This new look is fresh, energetic, bright, and youthful, and it speaks to the very generation we need to be recruiting into our industry.” — Angelina Castro, director of global brand marketing at Jazwares “The new brand is bold, playful, and empowering, and as a past president, it’s so inspiring to see how far WiT has come and where we’re going. My mantra is, ‘If you receive an email or phone call from a WiT member, answer that email, pick
up that phone.’ And that’s what WiT is all about. That’s why I love this organization — our community is full of bright, smart women who encourage and empower one another, and who are creating the future of our industry.” — Joan Luks, principal at The Serenata Group “WiT gives voices to women in our industry, and I’m looking forward to the future impact we’ll have in a big way. The rebrand is a new start for all of us in so many ways. It reflects how WiT has grown and evolved, similar to the way women have evolved in business. And just like our industry encompasses so many different facets, so does WiT. It’s not just a social forum anymore (although the social aspect of WiT is fantastic!), but it’s an all-encompassing resource to help women connect and expand their businesses and careers.” — Stacy Lewis, co-founder, creative leader, and inventor at Thought Bubbles LLC WiT matters to its members and the industry as a whole. It’s clear that the future for WiT has never been brighter. WiT has been and will continue to be around to advocate for the advancement of women, elevate and lead important conversations, connect the community, and give voice to women in this industry. »
Kelsey Alpaio is a writer and editor who loves telling stories about entrepreneurship, innovation, and work. She received an undergraduate degree in journalism from Lehigh University, where she also earned a Masters of Engineering in Technical Entrepreneurship.
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MARKETING MEMO
HOW TO USE DIGITAL PLATFORMS TO BUILD A FANDOM IN 2021
Wielding the Power of Social Media
by TIFFANY TASKER, business development director, SuperAwesome AS MARKETERS AND TOY LOVERS, we always hope that when we launch a campaign, we’ll generate a cohort of super fans among the target audience of kids. We constantly study kids’ communities, fandoms, and behaviors, combining these elements to create the best and most up-to-date strategies for the brands with which we work. The power of media can’t be understated when it comes to building fandoms around toys. In SuperAwesome’s latest study, movies, TV shows, and books were the main drivers for kids to purchase toys. This is nothing new — the toy industry was built on creating products to go alongside TV shows that doubled as editorial commercials. But if your toy isn’t based on a TV show, movie, or book, digital platforms can provide the tools you need to build your own universe while creating effective marketing campaigns in time for the holiday rush. Kids in the U.S. are still going on YouTube once a day or more, giving companies plenty of digital avenues to explore. We know that movies are effective drivers due to their character development and visual storytelling. Interestingly, kids now largely keep up with their favorite TV shows on YouTube, rather than mainstream television. To successfully create your own opportunities with branded content, we need to drill down into what kids are looking for from their favorite digital platforms. BUILD IMMERSIVE, BRANDED GAMES IN ROBLOX Roblox is an immersive metaverse experience that gives IP owners the opportunity to build their own brand
worlds — if they have the resources and brand story to fill it. Remember, content must be additive to the experience: It’s necessary to reward the player in order to earn the gameplay.
“The power of media can’t be understated when it comes to building fandoms around toys.” COMBINE YOUTUBE AND ROBLOX FOR MONEY-CAN’T-BUY EXPERIENCES Kids watch YouTube primarily for its influencers, music, and funny clips. It’s a laid-back broadcast platform, but kids are often looking to supplement it with more engagement-led experiences. Game With Me is an event platform we’ve built to bring influencer fandoms together with their heroes through an in-world Roblox experience. Our tech gives kids the money-can’t-buy opportunity to safely play Roblox with their favorite influencers on private servers. It’s a great option for brands that want to show up authentically in Roblox and develop brand equity with kids, without needing to build their own game. When we ran a series of Game With Me sessions for MGA Entertainment (MGAE) during a recent L.O.L. Surprise! campaign, we had happy parents tweet about how excited their kids were. This experience is the type of initiative that can cut through the Q4 noise, with a reach that extends through YouTube influencer coverage.
CONNECT ON POPJAM PopJam is the rich engagement layer for your digital reach tactics, giving kids the opportunity to co-create content and chat about their favorite things with other fans in a safe and moderated environment. Our latest brand study found that companies on PopJam benefited from increased brand loyalty, trust, and intent to purchase. This study proves that working cross-platform to leverage multiple elements gives brands the best chance of building effective, fandom-inspiring content campaigns for kids. A MESSAGE FROM THE KIDS Lastly, we asked kids on PopJam for their predictions on the hottest toy and collectible trends for 2022. Surprisingly, it was the fidget spinner that topped the charts with the most mentions from our community. Could it be linked to the Squishmallows phenomenon, which offers comfort and soothes increased anxiety levels in our new normal? Is the popularity of this simple toy a nod to kids getting their creative-play fix from the metaverse rather than real-world play? With plenty of kids talking about building and creating their own fidget toys, at least we don’t have to worry about that … yet. » 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 their digital engagement with kids is safe, private, and compliant with laws.
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compiled by JAMES ZAHN, deputy editor The air is getting crisp, the leaves are starting to fall, and trick-or-treaters will soon walk the streets. But the festive season is looming just over the horizon — and the toy industry is pushing late holiday drivers to stock the shelves and, ultimately, wind up under the tree, in the stockings, and beneath the menorah. With that in mind, this edition of Media Mashup is a celebration of the season, featuring new titles to help ring in the coming winter months. From holiday yarns from a galaxy far, far away to toy-inspired entertainment and a historic look back through more than a century of toy industry advertising, there’s something for everyone to love! BOOKS
STAR WARS: LIFE DAY TREASURY: HOLIDAY STORIES FROM A GALAXY FAR, FAR AWAY Famed Star Wars authors George Mann and Cavan Scott share a collection of eight holiday-themed myths and fables “told around winter fires and high-tech heating pods across the galaxy.” Ranging from forest-dwelling Ewoks to Jedi in the city, this batch of seasonal Star Wars stories includes the famed “Wookiee Life Day” and illustrations by Grant Griffin. Available now (Lucasfilm Press/Disney Books) BOOKS
BLUEY: HOORAY, IT’S CHRISTMAS! A STICKER AND ACTIVITY BOOK Bluey fans will enjoy more than 100 stickers, puzzles, games, and activities packed between the covers of this festive book. Kids can tell holiday jokes with Bandit; play Christmas bingo with Bingo; or search for Santa with Bluey herself. Since launching in Australia, BBC Studios’ Bluey has become a global hit across TV and publishing, and has spawned a successful toy line from Moose Toys. Available now (Penguin Young Readers)
BOOKS
TOYS: 100 YEARS OF ALL-AMERICAN TOY ADS In this colorful new book, authors Jim Heimann and Steven Heller take a stroll through the history of American toy retail with a look at how toy advertising has evolved. Toys: 100 Years of All-American Toy Ads gathers archival material from the past century, including a 1944 ad for WWII-era army sets from the D.A. Pachter Co., a 1957 James Industries one-sheet for Slinky, a 1983 ad for Mattel Electronics’ Tron, and a 1986 promo for Remco’s Karate Kid action figures and playsets. The cover art features kids proudly riding The Original Big Wheel in its classic, 1970s colorways. The 528-page catalog-style book covers everything from paper dolls and science kits to decoder rings, air rifles, and video games from both forgotten companies and famous brands that are still around today. The timeless nature of play has never been more evident. Available now (Tachen Books)
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BOOKS
THE TOYS’ CHRISTMAS This original Christmas story from author Claire Clément and illustrator Genevieve Godbout explores the magic of how Santa Claus makes sure to leave the perfect gift for every kid, and how he does it with a little help — and input — from sources that know best: their existing toys. Available now (Frances Lincoln Children’s Books)
BOOKS
PAW PATROL: HAPPY HANUKKAH, PUPS! Fresh from their appearance on the big screen, the pups from Nickelodeon’s PAW Patrol celebrate Hanukkah in Adventure Bay. Kids can learn to count from 1-10 with dreidels, latkes, snowflakes, and more as the PAW Patrol helps its new friends Rachel and Jimmy decorate for their Hanukkah party. Available now (Random House Books for Young Readers)
MUSIC
BOOKS
HOME FOR THE HOLIDAYS The Sesame Street Muppets star in this new book from author Craig Manning that celebrates multicultural holidays, including Christmas, Hanukkah, Kwanzaa, Chinese New Year, and more. International Sesame Street characters join Elmo, Cookie Monster, and Big Bird in stories that showcase love, family, togetherness, and the universal spirit of giving. Available now (Sourcebooks Wonderland)
HOME ALONE CHRISTMAS VINYL LP This special-edition vinyl LP pairs fan-favorite tracks from both the soundtrack and score to director Christopher Columbus’ classic 1990 holiday film, Home Alone. Presented in clear vinyl with red-and-green “Christmas party” swirls, Home Alone Christmas includes three tracks from composer John Williams alongside festive holiday hits by Tom Petty, Darlene Love, Alan Jackson, and more. Available now (Real Gone Music)
MOVIES
THE TRANSFORMERS: THE MOVIE — 35TH ANNIVERSARY EDITION The animated film that launched Hasbro’s Transformers franchise into theaters in 1986 gets a high-tech upgrade for its 35th anniversary. Created by Shout! Factory in collaboration with Hasbro’s eOne, the updated presentation of The Transformers: The Movie includes a restored print that has been transferred in 4K from the original 35mm film elements. This special edition is packed with bonus features, including Stan Bush’s acoustic performances of “The Touch” and “Dare,” audio commentary, and ‘Til All Are One – A Comprehensive Documentary Looking Back At The Transformers: The Movie. Over the past year, Hasbro has released new toys inspired by the cinematic battle between the heroic Autobots, evil Decepticons, and the mighty Unicron in the Transformers Studio Series 86 Collection. Available now in Limited-Edition Steelbook, 4K UHD, Blu-ray, and more (Shout! Factory) For more Media Mashup content, visit thetoyinsider.com.
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COMPLIANCE & REGULATIONS
MAKING A DIFFERENCE WITH SOCIAL INITIATIVES
Mutual Benefits Between Toymakers and Manufacturing Partners by SARAH NG, corporate communications manager, ICTI Ethical Toy Program MANY BUSINESSES ARE EMBEDDING environmental, social, and governance (ESG) goals into their corporate DNA and are looking for ideas to create an impact in these areas. You may know the ICTI Ethical Toy Program (IETP) for our certification and audits that support businesses by providing assurance on the labor standards and conditions in their supply chains. What you may not know is that IETP also works with many brands, retailers, factories, and other organizations to develop social impact programs tailored to meet the needs of the manufacturing industry. Factory workers are critical to the success of the toy and play industry, and IETP has some corporate social responsibility (CSR) initiative recommendations that businesses of all sizes and categories should consider adopting into their value chains. EMPOWERING WORKERS THROUGH WORKER VOICE Feedback is an important component of achieving effective improvement. A labor voice initiative enables workers to provide crucial, real-time information on the working conditions inside of a factory. A trusted and confidential worker voice mechanism helps to uncover issues that may otherwise be difficult to raise directly to management. It is also important that workers know their questions and concerns are acknowledged through established procedures. International brands, manufacturers, and standard-setting organizations seek to create trusted communication mechanisms to increase supply chain transparency. As a result, they also seek to improve working conditions and mitigate labor and reputational risks. The IETP Worker Helpline is a trusted communication channel for factory workers. It offers free, confidential information and advice to more than 500,000 factory
workers employed at more than 1,000 factories in the IETP program. Highly valued by workers, factories, and buyers alike, our helpline also goes beyond the labor-related matters covered by most worker voice programs to provide personal support with relationships, homesickness, and health issues. FAMILY-FRIENDLY WORKPLACES As millions of domestic migrant workers in China find work in larger cities, many are unable to bring their kids with them, leaving them in smaller villages with their grandparents. Since these families often reunite only once a year during the Chinese New Year holidays, migrant parents face enormous pressure to balance family and work commitments, particularly during the peak summer season when kids are most vulnerable to being left unsupervised. To help improve workforce stability and the needs of the community, IETP started the Family-Friendly Spaces (FFS) program, which helps reunite migrant families during the summer months by creating safe, secure, and well-equipped spaces at factories for kids to learn and play while their parents work. Over the past five years, 71 family-friendly spaces accommodated more than 3,000 kids, enabling 3,145 participating workers to spend valuable time together as a family. Each year, the number of factories that participate in the program grows due to the positive impact FFS has on families and the factories themselves. After School Centers (ASC) are factory-based facilities where workers’ kids are taken care of after school until their parents finish work. This supports local workers and migrant workers who are now able to bring their kids with them after relocating for work. Unlike FFS, ASC stays open all year, providing ongoing support and relief to working parents.
FFS and ASC have proven themselves as sustainable models for businesses of all sizes, producing measurable impacts and meaningful engagement for everyone involved. MIGRANT PARENT TRAINING Not all brands and factories can offer FFS or ASC to the workforce, so the Migrant Parent Training (MPT) program is designed for those companies. MPT provides training and support to help migrant parents overcome the stress and challenges associated with being separated from their kids, as well as educating parents on how to provide support at a distance. Since 2016, MPT has supported nearly 5,000 workers and their families. “I felt that in the past, the communication between my kids and me was often ineffective and unhelpful. After the training, I will call my kids more often, speak less, and listen more,” a participating father says. MPT is a great starting point to invest for impact. The duration of the program is comparably short and the positive impacts it has on workers and their kids are significant. The worker well-being initiatives shared in this article are accessible to companies of any size, from start-ups to global giants. Every company can support workers in their supply chains and have a positive impact on the communities the company relies upon. Contact join@ethicaltoyprogram.org for more information on how to join this collaborative effort. » Sarah Ng is the corporate communications manager of the ICTI Ethical Toy Program and has been with the organization since 2012. She serves as an integral member of the global communications team, overseeing communications strategies, stakeholder engagement, partnerships, and issue management.
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OH SHIP! Taking Steps to Reduce Our Carbon Footprint
by ERIN GAGNE, logistics coordinator, Grand Prix International (GPI) Inc.
HOW DO OUR CUSTOMERS GET WHAT they want? They order online or run to a local store. Big and small retail businesses alike are booming — especially after a year on lockdown — but have you ever stopped to think about what kind of carbon footprint delivery all that product is leaving behind? It’s more than you think, and a big part of that footprint comes from shipping. All products, whether they’re made in the U.S. or imported, use the shipping industry to get to their destination. Most travel at least two voyages before they get into the consumer’s hands. Before “Buy It Now” is even clicked, that product has already traveled from the factory, to the warehouse, to the distributor, and — if going to a brick-and-mortar location — from the distributor to the retailer. Planes, trucks, trains, and ships are transporting your goods at the click of a
Source: Pexels
button, but they’re also polluting the air we breathe, the water we drink, and the Earth we live on every day. Freight-related transportation can account for 30% or more of a company’s total carbon footprint. Our immediate need for products is speeding along Mother Nature’s demise. So, how does this happen and what can we do to reduce the damage? Although it is a huge part of our global economy, the shipping industry is a significant threat to our environment. Burning fossil fuels such as gasoline causes greenhouse gas emissions, which include carbon dioxide, nitrous oxide, and sulfur oxide. These gases build up in the Earth’s atmosphere, warming the planet’s temperature and significantly affecting all life. According to the U.S. Environmental Protection Agency (EPA), transportation alone contributes to 29% of greenhouse gas emissions.
The International Maritime Organization recognized this problem with their container ships, and in 2019 pushed to have scrubbers installed on as many container ships as possible. This was a big undertaking, as installing engine scrubbers can take a ship off the water for more than a week. Scrubbers remove sulfur oxide from exhaust gases, greatly reducing greenhouse gases. This resulted in the containership industry becoming the most outfitted scrubber industry in 2020. Many freight forwarders are partnering with “go green” foundations to offset their carbon footprints. These foundations plant trees, donate to wind farms, support electric truck stops, clean oceans, and more. GPI has joined one of these carbon offset programs, and since May of last year, we have donated enough money through our full container load shipments to reduce greenhouse gases equal to the amount absorbed by 298 acres of trees. Every little bit helps when it comes to the environment, so look into specialized programs or even donate to some of these programs on your own. Many forwarders donate to these programs, but don’t have programs set up for their customers to help join to help the fight. Don’t hesitate to ask your shipper about any go-green incentives or programs they offer. »
Erin Gagne keeps the trains running on time for GPI Inc., tracking completion dates for the large majority of its customers and arranging shipping and delivery of goods to one or multiple locations. She entered the toy and game industry at age 14, assembling parts for a plastic manufacturing company. Contact her at freight@madebygpi.com or visit madebygpi.com.
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RAISING THE BAR
CHOOSE WISELY: TRADEMARKS ARE FOREVER How Trademarks Build Important Consumer Trust by HOWARD N. ARONSON, senior partner, Nolte Lackenbach Siegel PATENTS AND COPYRIGHTS CARRY power — and the authority of the U.S. Constitution. The law allows these limited monopolies because they help promote useful arts and sciences, but patents and copyrights have limited life. At some point, they expire. Trademarks, on the other hand, are based on ancient common law and can last forever, provided they are continuously used. The law allows this perpetual monopoly to benefit the purchasing public by providing the stability of quality control. QUALITY YOU CAN COUNT ON Trademarks have largely replaced the relationship that Americans had with their local shopkeepers and tradesmen before the Industrial Revolution. At that time, purchasers knew the person who sold the product they were purchasing — and perhaps even knew the product as well — whether it was a milk pail, a wagon wheel, a chair, or a bag of seed. There was a bond and an implied promise that surrounded the quality. Nowadays, although goods and services are vastly different, a trademark serves that same function: it is an expectation of a consistent and sole source of origin. People feel good when they see well-known trademarks because trademarks create consumer trust. Consumers remember, and trust, the trademarks that they knew as kids, which is why Tony the Tiger, Ronald McDonald, and Mr. Clean are still good friends. “HERE’S MY BUSINESS CARD” As the calling card for your toy, your trademark gives consumers the opportunity to make intelligent choices based upon advertising, past purchases, and third-party advice. Confusion hurts not only the manufacturer, but also the purchasing public, who should be free to make an informed decision based upon
reputation. When trademark owners sue infringers, the courts must protect an invisible but omnipresent third party: the purchasing public.
“Choose wisely because the trademark will establish a relationship between your toy and the public.” THE ANCIENT ART OF BUILDING A BRAND Branding has been a source of accountability for centuries. In ancient times, trademarks identified and memorialized the origin of a commercial product. Greek urn makers placed their brands (in the form of names or drawings) on products as early as the fifth and sixth centuries B.C., as urns were both utilitarian and artistic. Roman brickmakers were obligated to put their name, mark, or seal on the bricks they produced so that if there were defects or irregularities, the authorities would know the individual responsible for the defective workmanship — an early form of branding that allowed all those concerned to differentiate bricks made by different makers. Goldsmiths and silversmiths developed uniform symbols (trademarks) to identify their expensive products. During the Middle Ages, guilds used trademarks to identify armor, cloth, cutlery, and pewter items, so that rival crafts could be distinguished. The word “brand” for trademarks (from the Anglo-Saxon word “to burn”) probably dates back to the American Wild West, when cattle were branded to differentiate those of different breeders. A RUSH ON U.S. TRADEMARKS AROUND THE WORLD The number of U.S. trademark appli-
cations reflects the value of this contemporary calling card. Under the Copyright Act of 1870, 121 trademarks were registered. One hundred years later, 33,000 applications were filed and 23,000 were granted federal registration. Last year, 738,112 trademark applications were filed. In addition, other countries outside of the U.S. have sought trademark protection here. For example, last year, there were 102,593 applications filed from China, 15,288 from the UK, 16,431 from Canada, and 13,432 from Germany. USE IT OR LOSE IT Under U.S. law, registration protects — but does not create — rights. Trademark rights rest on use of the mark in sales and distribution, not registration. Once registered, a trademark can be renewed indefinitely, as long as there is proof of actual use in U.S. commerce at the time of renewal. It is this possible perpetual nature that makes trademarks so valuable. CHOOSE CAREFULLY Trademarks can last forever — so choose yours carefully. Like a kid’s name, the choice of a trademark for a new toy should reflect time, thought, focus, and research. Whatever your goal in selecting a trademark, choose wisely because the trademark will establish a relationship between your toy and the public, and — unlike a business card — it may stay around forever. » For the past 30 years, Howard N. Aronson has provided legal counsel to toy industry companies. He is a senior partner at Nolte Lackenbach Siegel, an intellectual property law firm recognized for its nine decades of handling toy company issues. Grateful acknowledgement is extended to Eileen DeVries. Contact Aronson at haronson@nls.law or (866) 201-2030.
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OUTSIDE THE BOX
PACKAGING FEELINGS FOR KIDS’ MENTAL WELL-BEING Packaging plays a critical role in conveying toys’ emotional benefits. by TED MININNI, president and creative director, Design Force IT’S BEEN A VERY DIFFICULT YEAR and a half for all of us since the World Health Organization (WHO) declared the COVID-19 outbreak a global pandemic. During that time, we — as a global society — have had to endure a magnitude of challenges, from annoying inconveniences to heart-wrenching tragedies. The past year has certainly had a powerful effect on adults, but consider how the pandemic has altered every aspect of our kids’ lives. The challenges of homeschooling, the strangeness of social distancing from friends and family members, finding a new way to celebrate birthdays and other big events, a nonstop emphasis on hand-washing and mask-wearing, and an endless focus on COVID-19 in the news have all contributed to a sense of fear and anxiety among kids of all ages, everywhere in the world. MENTAL HEALTH AWARENESS LEADS TO A NEW TREND IN TOYS It’s no surprise that the pandemic has caused an increase in anxiety, depression, and social issues for all ages. As mental health professionals work with parents and kids to address these concerns, we’re seeing a proliferation of toys designed to help our youth cope with stress, instill emotional intelligence, and promote social-emotional learning (SEL) skills. These toys are part of a new “In My Feelings” trend named by the Toy Insider that includes a wide range of products across a variety of categories, all designed to help kids get in touch with their emotions, as well as recognize the emotions of others. (Visit thetoyinsider. com for more on the In My Feelings trend.) These SEL toys can help build kids’ capacity to be aware of, control, and express their feelings. These skills are not only the key to interpersonal relationships as kids progress through childhood, but
also they can lead to both personal and professional success in adulthood. THE ROLE OF PACKAGING IN CONVEYING EMOTIONAL BENEFITS The toy aisles at retail can be utterly chaotic with energetic packaging of just about every conceivable configuration appealing to both kids and parents alike. Brands with an educational slant need to work hard to convey their benefits to parents, while ensuring that they’re fun and engaging for kids. This can be a fine line to navigate, and it’s best to do so through visual storytelling to establish a quick read.
Kids can identify facial expressions with the Big Feelings Pineapple. | Source: Learning Resources
Learning Resources’ Big Feelings Pineapple includes 26 different face pieces that kids can use to explore SEL in every facial expression they build. Whether they choose to create a happy smile or a worrisome frown, kids can use the Big Feelings Pineapple to identify their emotions and describe what they’re feeling and why. There are two sides to the pineapple, so kids can create, identify, and compare two
emotions at the same time. The Big Feelings Pineapple package design is a lesson in straight-forward simplicity. It imparts an undeniable educational appeal with its white front panel and a large Learning Resources logo. The fun play pattern is also clearly communicated with a large, smiling facial expression and three smaller expressions surrounding a call-out that reads: “What faces can YOU make?” Another call-out lets parents know that this product “develops social-emotional learning and fine motor skills.” The top and side panels bring more fun into the design with bold blue-and-green color blocking. The side panel provides parents with Learning Resources’ mission statement and a reminder of its 30-year history of having “empowered kids all over the world to build educational skills.” SETTING A MEDITATIVE TONE Learning about self-care is an important part of growing up in today’s world, particularly when it comes to mental well-being. Mattel’s Breathe With Me Barbie, part of the Barbie Wellness line, is a meditation-themed doll that teaches kids the benefits of mindfulness meditation. Kids can press the button on Barbie’s necklace to activate one of five guided meditation exercises that use lights and sounds to encourage kids to breathe with Barbie. Barbie’s puppy is there to assist with visualization — kids can insert one of four different cloud emojis into its head to give it a meditative thought bubble. Breathe With Me Barbie features cozy loungewear and is extra flexible for kids to pose her. The package design perfectly depicts a soothing, quiet space needed for meditation, and Breathe With Me Barbie sits on the floor in a cross-legged position to calm her mind and align her body. The
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platform structure simulates a room with plants in the corners and features pastel pink and warm beige décor. The four cloud emojis are blistered to an insert below a call-out that reads “I Feel…” to convey the various mindset options. A call-out in the upper-left corner communicates the “Lights & Sounds!” feature as well as conveying the “5 Guided Meditation” exercises. In this case, the package design tells the story by creating a literal meditative environment, instantly connecting with consumers on an emotional level.
man engagement and better social skills. The For Keeps characters are relatable professionals in positions of power: There’s a filmmaker; a journalist; a veterinarian; a music producer; a choreographer; and the Creatrix Twins, who run a cosmetics empire. The For Keeps packaging is brilliantly designed, with the most dominant communication being powerful, positive messages like “You are radiant,” “You are brave,” “You are talented,” and “You are amazing” emblazoned across the top of the window box front panel, each in a unique, bold color. Each box features background images of a city skyline in tones of blue, and the For Keeps logo and character illustration appear to float on a sparkly rainbow wave emanating from the Cupcake Keepsake, a secret stash box for note passing. Affirming messages in three heart-shaped call-outs tell kids: “You are unique!” “Yes, you can!” and “You are loved!” The positive messaging continues on the side panel with different statements for each character, such as “Radiate positive energy for others!” and “Show friends just how much you care.” Given the uncertainty kids are currently facing in today’s world, these dolls can help build confidence.
PROMOTING POSITIVITY AND EMPOWERMENT The Loyal Subjects’ For Keeps line features 6-inch fashion dolls that carry a powerful message of positivity and self-empowerment. According to the For Keeps website, the doll line was inspired by “the impact technology and social media have on kids’ perceptions of self-worth, gender stereotypes, and the imprinting of critical thought patterns by age 4.” The brand promotes the idea that less screen time leads to more hu-
COMMUNICATING CALMNESS THROUGH BEAUTIFUL IMAGERY What better way to reduce stress than to assemble a puzzle? Spin Master partnered with the Calm sleep and meditation app to create Calm Mindful Puzzles. The entire family can get the stress relief they need by assembling these puzzles, which feature beautiful imagery of zen landscapes, while listening to peaceful audio content and soothing sounds through the app. Each puzzle takes about 2-3 hours to complete
The Breathe With Me Barbie packaging creates a meditative environment. | Source: Mattel
The Calm puzzle boxes reflect what users would see in the Calm app. | Source: Spin Master
and includes an offer for a free 30-day subscription to the Calm app. The visually soothing Calm Mindful Puzzles packaging features edge-to-edge artwork with a large, blue Calm app icon in the center, establishing an immediate connection between the beautiful puzzle imagery and the app. The remaining communication — the puzzle name, the 300-piece count, the 2-3 hour completion time, and a smartphone with the 30-day Calm app subscription call-out — reside within a horizontal white bar across the bottom. The package design itself instantly puts you in a relaxed mood. It’s great to see so many toy manufacturers treating the mental well-being of our kids and families not only as a necessity, but also as a priority as they bring new products to market. We may not be able to shelter our kids from the stress and anxiety of a global pandemic, but we can address it openly and collectively through conversation and the development of innovative playthings that build the necessary skills for good mental health as we move forward in a post-pandemic world. » Ted Mininni is president and creative director of Design Force. 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.
The For Keeps packaging is full of positive affirmations. | Source: The Loyal Subjects
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TOY ASSOCIATION PERSPECTIVES
NEW EXECUTIVE DIRECTOR, NEW DIRECTION Chatting with Pamela Mastrota About Plans for The Toy Foundation by JENNIFER LYNCH, senior communications specialist, The Toy Association PAMELA MASTROTA JOINED THE TOY Foundation in June as its new executive director, bringing with her an extensive C-level background in nonprofit leadership. Mastrota shares how the Foundation is continuing to explore new ways to deliver philanthropic support and the joy of play to kids in dire situations worldwide, and to better support the members of the greater toy community. Jennifer Lynch: How are you tapping into your past experiences to help elevate the work of the Foundation moving forward? Pamela Mastrota: I had the privilege of building and working with a diverse team while at Make-A-Wish to expand its medical and community outreach throughout New York State and ensure culturally competent volunteers were matched with kids to expedite the wish-granting process in a more equitable and family-centric manner. This experience will help as we focus on expanding the Foundation’s two newest initiatives: the Child’s Play Grants for Play Projects in collaboration with the Children’s Hospital Association (CHA) and an industry-wide diversity and inclusion (D&I) program. JL: How exactly does that experience translate to the Child’s Play program? PM: I’ve seen first-hand the daily stresses that families go through by being in hospitals and how therapeutic play can be in just letting kids be kids in these settings. The COVID-19 pandemic intensified the need for incorporating play into trauma-informed patient care, especially for those in underserved communities. Our first round of Child’s Play grants, totaling more than $215,000, went out to 11 children’s hospitals to create playbased spaces in pediatric emergency room waiting areas; enhance mobile-sensory playrooms for patients with autism,
behavioral, and intellectual and developmental disabilities; and implement children’s medical play into the hospital setting to increase patient understanding and emotional preparedness for medical treatments. We expect to announce our second round of grant recipients later this year. JL: Creating equal opportunities for kids everywhere to play has always been at the center of The Toy Foundation’s work. Can you talk about how the Foundation is now focused on creating equal opportunities for all in the global toy and play community through its new D&I programming? PM: With more toy companies ensuring that kids see themselves and their communities reflected in the toys they play with, it only makes sense that we work to ensure that a culture of inclusion and equity is reflected across all business practices of the global play community — from hiring to promotions, supply chains, and more. A newly established Toy Foundation D&I committee has held planning sessions and a diversity, equity, and inclusion (DEI) ideas lab to create an official charter identifying the four key areas where our industry-wide DEI work will be focused:
leadership, education/training, talent development, and communication. In September, this committee also came together with The Toy Association’s existing D&I committee to collaboratively move plans and projects forward. JL: The Toy of the Year (TOTY) Awards are known for recognizing the top toys and kids’ properties, but it also serves as the No.1 fundraiser for The Toy Foundation. Moving forward, how are you working to bring this message to the forefront? PM: The TOTY Awards have always been a critical Toy Foundation fundraising event, but that message has often been overshadowed by the awards program itself. We are focused on changing that. It is just as important that the event be a celebration of the terrific products our members create as well as the philanthropic work they do. With so many new initiatives underway for the Foundation and good happening across the toy industry that highlights the healing powers of play, there is a lot to celebrate. JL: Play Your Part events have been a key focus for the Foundation in the past, but the pandemic put them on the backburner. Do you still see opporA new Toy Foundation program gives toys to kids in hospitals. | Source: Adobe Stock
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tunities for these events in the future? PM: Absolutely, and I look forward to attending my first one! Play Your Part events offer toy companies a critical touchpoint to the underserved kids in their local communities and exemplify the generosity of the toy industry from coast to coast. Our 2019 Play Your Part events made a positive impact on more than 40,000 kids, and we are already looking ahead to reengaging Toy Association member companies to join us in more cities when it’s safe to do so. In the meantime, we are continuing to offer the toy community new opportunities to make an impact through their product and monetary donations via our signature programming, such as the year-round Toy Bank and even hosting virtual toy drives on platforms like The Toy Association’s 24/7 digital marketplace, Toy Fair Everywhere. Any opportunity we can find to serve those in need of the vital commodity of play, we’re exploring.
“We are continuing to offer the toy community new opportunities to make an impact.” —Pamela Mastrota, The Toy Foundation
JL: How do you incorporate play into your own life and how are you infusing that idea into The Toy Foundation’s work moving forward? PM: Play benefits the physical and emotional well-being of everyone. During the pandemic, it has been so important to set aside time for play and decide on what fun meant to me and my family. That starts with scheduling fun time after dinner or on the weekends. Coming up with ideas to inspire play and greater communication, like puzzles, board games, and painting, has also become an interest with my kids. It’s also been important to combine fun with other activities including virtual exercise classes and play dates with my family and friends. George Bernard Shaw once said, “We don’t stop playing because we grow old; we grow old because we stop playing.” I’m excited to bring this spirit of play into my work at the Foundation and ensure we bring as much joy and comfort to kids everywhere through the experience of toys and play. »
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To learn more about the latest Toy Foundation initiatives, visit toyfoundation.org. Jennifer Lynch handles daily content for The Toy Association’s outgoing print and online communications. Her articles on toy trends, toy safety, and industry news can also be found across trade and consumer publications worldwide. Lynch began her career in her home state of Pennsylvania, handling marketing and communications for Penn State’s art galleries. She currently resides in New Jersey with her husband and baby girl.
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INDUSTRY INSIGHTS
THE POWER OF PLAY IN EDUCATIONAL DEVELOPMENT 84% of parents agree that learning should be fun. by NICK RICHARDSON, CEO, The Insights Family UNICEF SAYS THAT 1.6 billion kids worldwide were unable to attend school because of COVID-19-related restrictions. As the pandemic caused disruption to the traditional schooling system, teachers and parents have turned to alternate paths in order to engage kids in their daily education. The Insights Family — the global leader in kids, parents, and family market research and intelligence — surveys 362,100 kids, tweens, and teens alongside 176,800 parents every year. During the past 18 months, it surveyed parents on the trends emerging in toys brought on by the global pandemic. While teachers may have turned to Zoom or other online chat platforms in an attempt to teach as normally as possible, kids and parents took learning into their own hands. As parents are becoming more involved in their kids’ education, it is important for parents to understand the influential power of play in their kid’s educational development. One growing trend is the need for toys and games to possess dual value, especially during times of financial uncertainty that so many families face. EDUCATION AT PLAY Parents of kids ages 3-5 were asked, “Aside from having fun, what do you want your child to gain most through play?” The top answer was creative skills (21%) followed by social skills (17%) and physical activity (15%). Toys and games that not only offer an entertainment factor, but also allow for “edutainment” elements fit this trend well. In terms of education, 84% of parents
Source: The Insights Family
agree that it is important for learning to be fun. This means that there is a demand in the market not only for parents purchasing toys and games, but also for these products to fuel learning in an everyday educational setting. STEM (science, technology, engineering, and math) toys are a clear example of how toys can implement edutainment into their feature offerings. Investigating these products further with The Insights Family’s Parents Insights data shows that parents from the Baby Boomer generation are the most inclined to agree that STEM subjects are the most important for kids to learn today. Although this opinion trends 11% higher than that of Gen Z parents, more than 75% of those surveyed agree these are important subjects, highlighting the demand across all generations of parents for these subjects and the products that help teach them. Curiously, however, parents in the Baby Boomer generation are the least likely to partake in science/STEM activities in a family setting. This could explain
why Baby Boomers place higher levels of importance on these subjects being taught because this age group is not taking steps to include them in everday family activities. Perhaps there is a cross-generational opportunity to target not only parents, but also families as a whole. Brands should tailor their marketing strategies to show how STEM activities could become a pastime for the entire family and not just kids. WHAT THIS MEANS FOR YOU Currently, Gen Z and Millennial parents spend the most money on toys and games each month ($85.19), producing an average yearly spend of $1,022.28 on play products for their families, not considering fluctuations, such as holidays and birthdays, when this spend is likely to be higher. Armed with the right data, you can properly connect with those potential customers and help inform their purchasing decisions by highlighting the features that make your products stand out from the rest of the toys on the shelf. »
Nick Richardson is the founder and CEO of The Insights Family, the global leader in kids, parents, and families market intelligence. He has become a go-to expert and a regular speaker at industry events across the U.S., Europe, and Asia. The Insights Family surveys more than 362,000 kids and 177,000 parents across five continents every year. You can find Richardson on Twitter @nickinsights and Kids Insights @kidsinsights.
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OUR PUMPKINS MAY NOT EVEN BE COVERED IN frost yet, but in the toy world, it’s already looking like the North Pole. Deck your halls and don your Santa caps: It’s time to see how many of these perennial favorites are part of your holiday memories. (Images: Adobe Stock)
4. WHEN ALVIN AND THE CHIPMUNKS SANG THE SONG “CHRISTMAS DON’T BE LATE” IN 1958, WHAT DID ALVIN WANT FOR CHRISTMAS? A. HULA HOOP
6. WHAT WINTERY TABLETOP GAME HAS KEPT PHILLIP THE PENGUIN ON TOP OF THE WORLD SINCE 1968? ORIGINALLY MARKETED BY SCHAPER TOYS, IT’S NOW IN HASBRO’S HOUSE.
B. ROLLER SKATES
1. NAUGHTY OR NICE: WHAT TOY STARTED KEEPING TRACK OF GOOD DEEDS IN 2008? (HINT: IT ONLY GETS OFF THE SHELF TO MARCH IN THE MACY’S THANKSGIVING DAY PARADE.)
C. TOY TRUCK D. BUILDING BLOCKS
7. WE ALL REMEMBER THE BUYING FRENZIES OF CHRISTMASES PAST. IN 1975, GARY DAHL’S $4 TOY SOLD MORE THAN 5 MILLION PIECES IN 6 MONTHS. TODAY, YOU CAN BUY IT FOR $20 ON AMAZON. NAME THAT TOY! A. SLINKY
2. ROBERT LEWIS MAY CREATED A CHARMING, HOLIDAY STORY FOR A MONTGOMERY WARD COLORING BOOK IN 1939 THAT IS STILL RECITED TODAY. BUT, IT ALMOST DIDN’T GET CLEARED BECAUSE A KEY ELEMENT OF THE TITLE CHARACTER WAS ASSOCIATED WITH DRUNKARDS. NAME THE STORY!
3. ALTHOUGH THE SCENT OF FRESH PINE IS PERENNIALLY ASSOCIATED WITH DECEMBER, WHICH OF THESE YEAR-ROUND, FAMILIAR SMELLS IS AMONG THE 20 MOST RECOGNIZABLE SCENTS TO ADULTS?
B. YO-YO C. PET ROCK
5. ONE OF THE LONGEST-RUNNING TV JINGLES IN ADVERTISING HISTORY WAS CREATED IN 1988, BASED ON THE ANGELS’ TUNE “MY BOYFRIEND’S BACK.” IT KEEPS ON TRUCKIN’ EVERY YEAR, ANNOUNCING ITS LATEST ITERATION. NAME THAT COLLECTIBLE! A. TICKLE ME ELMO
A. MR SKETCH SCENTED MARKERS
B. HESS TOY TRUCK
B. BIC INK
C. FURBY Answers: 1. Elf on the Shelf 2. “Rudolph the Red-Nosed Reindeer” 3. C. Crayola Crayons 4. A. Hula hoop 5. B. Hess Toy Truck 6. Don’t Break the Ice 7. C. Pet Rock 8. Macy’s and Gimbels
C. CRAYOLA CRAYONS
8. THE 1947 FILM MIRACLE ON 34TH STREET DEPICTED A CHRISTMASTIME RIVALRY BETWEEN WHICH TWO FAMOUS DEPARTMENT STORES?
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How One Kid’s Favorite Hobby Turned into a Pastime for Millions by NICOLE SAVAS, editorial assistant AS A KID, SATOSHI TAJIRI SPENT HIS days catching bugs and insects in his backyard in Japan. As an adult, he turned this innocent, adventurous fun into a game that took over the world. It’s now been 25 years since the first Pokémon game hit kids’ Nintendo Game Boys on Feb. 27, 1996. Before he knew the success it would become, Tajiri gathered help from his friends to create the video game developer Game Freak, and then later the design studio Creatures, according to Bulbagarden.net (Yes, that is a website dedicated solely to Pokémon knowledge!). He developed a game called Capsule Monsters, an early concept of Pokémon in which players didn’t win monsters through combat, but could instead buy them or catch them in the wild. Tajiri had his sights set on Nintendo and its new Game Boy device that was revolutionizing video games, but he was unsuccessful in his attempts to get the gaming company to distribute Capsule Monsters. Long story short: He was failing. Game Freak was nearly driven to bankruptcy and five employees quit due to financial instability. Eventually, Tajiri’s new friend Shigeru Miyamoto pitched the idea to Nintendo once more, and the company agreed to fund the game. At that point, Capsule Monsters was changed to Pocket Monsters to avoid trademark issues. “When Pokémon was first introduced
A still frame from Pokémon Go Source: The Pokémon Co.
in Japan and shortly after around the world, it was a defining moment in pop culture,” says Daniel Benkwitt, senior manager of communications and public relations at The Pokémon Co. International. “The core concepts of collecting, trading, and battling really resonated and have helped guide the brand to this day. It has stayed true to its roots and the vision of the creators, which in addition to trendsetting innovation, has been a key component to its enduring success.” 25 YEARS OF POKÉMON Over the years, Pokémon has evolved into a household name. The brand expanded beyond video games into trading cards, anime series, live-action movies,
and — when the 21st century hit — mobile games. In the summer of 2016, the fans who had grown up trading Pokémon cards were suddenly outside chasing the same characters with their smartphones. The popularity of the augmented reality app Pokémon Go continues as it earned $1 billion in the first 10 months of 2020 alone, according to Sensor Tower. It gave Pokémon fans a unique experience that allowed them to explore the real world while making their Pokédex dreams come true. In 2019, Pokémon was named the highest-grossing media franchise of all time, according to an infographic by TitleMax, a finance company. At the time, Pokémon had nearly $93 billion in lifetime sales, of which $61 billion came from merch. Of course, toys are a big part of that success. “We saw fervor for Pokémon reborn with the launch of Pokémon Go, and its relevance has just continued to grow,” says Gerhard Runken, the senior vice president of global sales at Jazwares, the master toy licensee for the Pokémon property. “With an ongoing slate of both new releases and updates to longtime favorites, the brand continues to appeal to core fans who have been champions for the franchise for 25 years, while also bringing in new fans and reaching wider audiences year over year.” Jazwares is one of the main toy companies that has benefited from the endur-
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Left: A still frame from the first epsiode of the Pokémon: Indigo League anime series Right: A Pokémon card from the Sword & Shield Expansion Source: The Pokémon Co.
ing success of Pokémon. The company is celebrating the 25th anniversary with special silver plush, figures, and more. The one everybody wants? Pikachu. The glowing yellow ears of the electric type Pokémon are almost synonymous with the franchise. Pikachu is the character that everybody thinks of first when they hear the word “Pokémon.” In 1997, Pikachu was popularized as Ash Ketchum’s sidekick in the anime series. Now, the pocket monster can be seen in every comic book shop, dancing alongside Katy Perry in her Pokémon-inspired music video for “Electric,” and as the star of Detective Pikachu, which broke box office records for a film based on a video game and took home $433 million globally in 2019, according to the box office tracker Box Office Mojo. THE POWER OF NOSTALGIA “The franchise never really dies,” says PokéRev, a Pokémon card collector and YouTuber with more than 250,000 subscribers. He clarifies, “More importantly it builds on itself. Every so often, a new generation of all-new Pokémon is released. New generations are constantly getting into it and older generations are coming back.” PokéRev is one of many people who’s engaged in the comeback of the Pokémon Trading Card Game (TCG). He currently runs his YouTube channel to show off unique card sets, and he has an eBay page with Pokémon items on sale for up to $3 million.
Gary Haase, a popular TCG collector, sold his first-edition, PSA 10 (in mint condition), Shadowless Charizard for $150,000 to YouTuber Logan Paul. This is one of many cards in recent years to be sold for six figures, a phenomenon that Haase chalks up to a bit of investment, but mostly nostalgia.
“I think one day every generation will have grown up with Pokémon. An 80-year-old and an 8-yearold will be able to bond over something they both genuinely enjoy.” — Gary Haase, Pokémon Card Collector “Eventually, I think one day every generation will have grown up with Pokémon. An 80-year-old and an 8-yearold will be able to bond over something they both genuinely enjoy,” he predicts. BEYOND 25 Today, the franchise has grown to include more than 728 species of Pokémon across eight regions, making their way to video games, toys, apparel, films, and so much more. To celebrate its 25th turn around the sun, The Pokémon Co. launched a number of special promo-
tions. In a collaboration with Universal Music Group, it produced Pokémon 25: The Album, which features the aforementioned “Electric” single from Katy Perry, as well as songs from the popular musicians J. Balvin and Post Malone. Ash Ketchum and Pikachu will continue their journey this summer in the 24th season of the anime, titled Pokémon Master Journeys: The Series. It’s a similar story to the original, but new friends will join in on the adventures while returning rivals await. Nintendo’s New Pokémon Snap debuted in April, giving fans a new way to explore the Lental region, and the reimagined Pokémon Brilliant Diamond and Shining Pearl are coming to the Nintendo Switch in November. “Pokémon will continue to capture the imaginations of kids and fans around the world,” Benkwitt says. “It has cemented itself as one of the most enduring, beloved, and successful properties in entertainment while continuing to differentiate itself in ways that will always be unique and inspiring.” In short, it’s all still evolving, and kids and collectors still gotta catch ‘em all! » Nicole is an editorial assistant at the Toy Book. She started as an editorial intern and has spent more than a year learning all there is to know about the toy industry and loving every minute of it. She especially likes discovering which toys to give her niece and nephew to earn the coveted title of favorite aunt.
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FLASHBAC NEW ROBOT TOY INCORPORATES HUMAN DNA
Playmates Toys launched its newest product A.R.L.O. (Advanced Robotic Lifelike Operating system), the first robotic toy to incorporate synthetically replicated samples of the human genetic information carrier DNA. A.R.L.O. is a 17.5-inch humanoid robot capable of realistic movements and walking motions. Although the sythenthetic DNA is invisible to the human eye, a sample of it is contained in an acrylic casing in the back of each robot. Playmates' hope is that this unique concept could inspire the development of techology that intergrates DNA patterns into the microchips of robots — resulting in a line of toys with identifiable and unique traits. The robot features more than 100 different words, sound effects, and phrases and plays five different games.
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HENSON, BANDAI FEATURE MUPPET PHONE DOWNLOADS
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Kids ages 9 and up can be a DJ, songwriter, singer, and producer with the WavDJ from Oregon Scientific. It features voice recording, as well as multiple sound effects and music styles for kids to create their own music with the included editing software.
Celebrate the 10th Anniversary of the No. 1 kid's show: Rugrats. This GUND Tommy Plush is part of a new collection that features all of the beloved characters from the animated series.
Jim Henson Interactive and Bandai Networks Co. will partner for the use of animated and still images that can be downloaded on a variety of cellular phone systems in Japan, Hong Kong, Taiwan, Singapore, and Korea. The downloads of classic Muppet characters — including Kermit, Miss Piggy, Fozzie Bear, and more — will appear in 3D, still, and animated images that users can purchase individually.
This fall, kids can enroll in both Professor Snape’s Potion Class and Professor Sprout’s Fungus Fieldtrip — both playsets are from Mattel. Kids will create magical potions with Professor Snape, plant edible chocolate mushrooms with Professor Sprout, and more.
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JAKKS NAMED MASTER TOY LICENSEE FOR ICE AGE
Jakks Pacific has signed a master toy licensing agreement with Twentieth Century Fox Licensing and Merchandising for the studio's 2002 animated film Ice Age. The company’s Flying Colors division will create plush toys, action figures, playsets, activity kits, and lunchboxes. HarperCollins has also signed on as the master publishing licensee for the film. The deal will include nine books for various reading levels. Novelty and interactive books are also included in the deal, featuring a scratch ‘n sniff book.
OCTOBER 2001
Pez Candy and Applause partnered to create the Pez Fuzzy Friends candy dispensers. This marks the first time Pez has made extensive changes to its product.
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