November/December 2010 by The Toy Book

Vol. 26, No. 6

Social Media: Changes in Marketing Attitude and Latitude

November/December 2010

s e i t i v i t Ac

page 10

A Look Inside: International Toy Fair Nuremberg... page 16 Hong Kong Toys & Games Fair... page 20

page 37 Getting a Read on Childrenâ&#x20AC;&#x2122;s Publishing

page S14 Eco-Friendly Toys

page S8

Customization Takes Activities to a New Level page 28

Product Showcase page 30

table of contents Published by Adventure Publishing Group, Inc.®

N ove m b e r / D e c e m b e r 2 0 1 0 departments Editor’s Viewpoint Page 4

Volume 26, Number 6 www.toybook.com P UBLISHER

Features

Jonathan Samet

Social Media: Changes in Marketing Attitude and Latitude Page 10

Stat Shot Page 6

Go Figure! Page 7

Industry Update Page 8

TIA Perspectives Page 12

5 Questions with Spielwarenmesse eG

International Toy Fair Nuremberg: More Than Just a Trade Fair Page 16 Sourcing at Asia’s Largest Toys & Games Fair Hong Kong Directory Page 20 Fast Finder Customization Takes Page 22 Activities to a New Level Page 28 Dogs, Cats, Kids, and Their Parents Page 36 What the Toys of the Past Can Teach the Toys of the Future Page 56

Page 54

Raising the Bar Page 58

What’s New Page 59

Industry Marketplace Page 60

November/December 1991

Page 62

C HIEF

Jackie Breyer

jbreyer@toybook.com A SSOCIATE E DITOR Elizabeth A. Reid

ereid@toybook.com P RODUCTION D IRECTOR Anthony K. Guardiola

aguardiola@adventurepub.com P RODUCTION A SSISTANT Yasmin Johnson

yjohnson@adventurepub.com C ONTROLLER /O FFICE M ANAGER Robert Forde

rforde@adventurepub.com

Keith Chambers, Andy Marken,

Specialty Toys & Gifts: Page 37

s Negw e S3 Pa

Sustainable Green Stores Toy Retailers Take Lessons from Mass Merchants to Capture Environmentally Conscious Customers

nter Media Ce13 Page S

Page S6

Gett Childreing a Read o n n’s Pu b l i shing Page S 14

ASTRA’s Insights Page S4

Flashback:

E DITOR

C ONTRIBUTING W RITERS /E DITORS

Page 14

A Look at: Retro Toys

jsamet@adventurepub.com

New s ’ t a h W Page S5

Eco-Frien dly Toys Page S8

Justin McCraw, Kathleen McHugh, Kyra Mende, Rudolph E. Milian, Peter Wachtel U.S.A. Corporate Headquarters Laurie Schacht, President laurieschacht@aol.com Adventure Publishing Group, Inc.® 286 Fifth Ave., 3rd Floor New York, NY 10001 Phone: (212) 575-4510 Fax: (212) 575-4521 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Publishing Group, Inc.® Editorial and advertising offices are located at 286 Fifth Ave., 3rd Floor, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2010 Adventure Publishing Group, Inc.® All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in U.S.A. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Publishing Group, Inc.® Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: The Toy Book, c/o Adventure Publishing Group, PO Box 47703 Plymouth, MN 55447. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.

Editor’s

Viewpoint

Collect Them All!

Jackie Breyer editor in chief

s a member of the toy industry, people undoubtedly want to know your opinion on what the “hot” toys are for the holidays. If you are a retailer, this is somewhat of an easy question, because you know what is flying off the shelves and what collects dust. If you are a manufacturer the answer is easy for you, too—your products! However, I think everyone can agree that collectible toys have been a huge hit this holiday season. They’re affordable, fit in a pocket or a backpack (key for trading with friends at school), and kids just have to have them all. They sit by the cash register, waiting for kids to beg for them. Because they are so affordable, however, kids can often spend their own disposable income on these prizes if Mom won’t pony up. Toys like Squinkies, Silly Bandz, Zoobles, and Sing-AMa-Jigs are all products that kids want—need—to collect. Lalaloopsy has also joined the fray, and although the original dolls are certainly collectible, they aren’t pocket-sized. The recent introduction of mini Lalaloopsy dolls will certainly fit the bill. Bakugan and ZhuZhu Pets were blockbusters last year, and they are still on kids’ radars thanks to the manufacturers’ abilities to keep the brands fresh. On a separate (green) note, the cartoon on this page pays tribute to the fact that we are covering eco-friendly toys in this issue. Collectible, stocking stuffer-type toys aren’t all shoppers are on the hunt for this season. Ecofriendly toys continue to pervade the marketplace, gaining steadily in popularity amongst consumers. Sustainable materials, minimalization of packaging, and recycling are subjects that many in the toy industry are tackling, and kudos to those who are making it happen. The category has continued to expand over the past year, and the price of eco-friendly materials has been coming down, so eco-friendly doesn’t have to mean exorbitant

4 • THE TOY BOOK

pricing. Many parents prefer eco-friendly products for their kids, as long as they are not priced significantly higher than the alternative. The toy industry is embracing this trend, and green toys have their own pavilion both at Toy Fair in New York, and at International Toy Fair Nuremberg (see page 16 for more on this). Check out our article on being an environmentally friendly retailer on page S6, as well as our eco-friendly toy showcase on page S8. Happy Holidays! ■

NOVEMBER/DECEMBER 2010

S TAT S HOT TOP 10 FAMILY E NTERTAINMENT TITLES R ANKED BY T OTAL U.S. U NITS , O CTOBER 2010 RANK TITLE

A MAZON . COM B EST-S ELLING T OYS N OVEMBER 8 – D ECEMBER 8, 2010

PLATFORM

1 JUST DANCE 2

WII

2 DANCE CENTRAL

360

3 MICHAEL JACKSON: THE EXPERIENCE* WII

1 SCRABBLE FLASH CUBES

11 BANANAGRAMS

2 QWIRKLE BOARD GAME

12 ALEX TOYS FRIENDS 4 EVER BRACELET MAKING KIT

3 LEGO ULTIMATE BUILDING SET - 405 PIECES

13 FURREAL FRIENDS GOGO MY WALKIN’ PUP

4 JUST DANCE

WII

5 WIPEOUT: THE GAME

WII

4 SPY NET: SECRET MISSION VIDEO WATCH

14 LEGO CREATIONARY GAME

6 WII PARTY

WII

5 HEDBANZ GAME

15 MIND BLOWING SCIENCE KIT FOR YOUNG SCIENTISTS

7 SUPER SCRIBBLENAUTS

NDS

8 WHEEL OF FORTUNE

WII

6 LEAPFROG LEAPSTER 2 LEARNING GAME SYSTEM

16 BOP IT BOUNCE

9 KINECTIMALS

360

7 MATCHBOX STINKY THE GARBAGE TRUCK

17 THE ELF ON THE SHELF: A CHRISTMAS TRADITION

10 JUST DANCE KIDS

WII

8 LEGO CITY ADVENT CALENDAR

18 BRILLIANT BASICS BABY’S FIRST BLOCKS

9 LOOPZ GAME

19 MINDFLEX GAME

10 BEYBLADE METAL FUSION SUPER VORTEX BATTLE SET

20 CRAYOLA GLOW DOME

*Includes Collector’s, Limited, Legendary, Bundles (Guitars) Editions

Source: The NPD Group/Retail Tracking Service

Toys Captures Second Largest Share of Spend Against Kids During Critical Holiday Timeframe

6 • THE TOY BOOK

M us ic

os Gi ft Ca rd s

Vi de

Su pp lie s & Cr af ts Ar ts

Bo ok s

Pa r ty

Ap pa re l/A cc es so rie s Fo ot To w ys ea /B r oa Vi rd de Ga o Ga m es m e Ha rd w ar e Vi Sc de ho o ol Ga Ge m ar es /P C Ga m es Ba by /I nf an Sp t or tin Co g Go ns um od er s Ele ctr on ics Ro om Dé co r

“This chart compares the share of spending against kids ages 0-14 during two important retail time frames: holiday and back-to-school. During the holiday period, toys and board games captured the second largest share of total spending against kids, after apparel. Not surprisingly, you see that school gear captures a larger share of the total spend during the back-to-school time frame than it does during the holidays. It is enlightening to see how toys stacks up against competing product categories during these time frames.” —Anita Frazier, industry analyst, NPD Group

The NPD Group is preparing for the launch of the Kids Industry Data Service [KIDS]. This new service is set to launch with October 2010 data, tracking purchases made for kids ages 14 and younger. The KIDS tracker is intended to provide a holistic view of purchases made for kids across categories, with an additional focus on licensing.

Source: NPD Group/Kids Industry Data Service

NOVEMBER/DECEMBER 2010

Go Figure!

by Nancy Zwiers

by Funosophy

Make Time for Toys

t seems as though there aren’t enough hours in the day, so when do children make time to play? Funosophy, Inc., was interested in finding out how regularly children are playing and when they fit it into their busy, structured lives. Funosophy conducted research among 150 boys, ages 7-10, and asked them:

“How often do you play with toys during different times of the day?” Percent Who Often or Occasionally Play, Segmented by Age Not surprisingly, 7-8 year olds play more frequently than 9-10 year olds. But, the good news is that older children are still playing with toys. More than nine out of 10 of these older kids (92 percent of respondents) said that they play with toys on weekends during the day time, and 85 percent (same as 7-8 year olds) said that they play with toys after school. 7-8 year olds 9-10 year olds Total

Percent Who Never or Rarely Play, Segmented by Age Only 5 percent of all respondents said that they did not play with toys on the weekends during the day, a category where almost all of the other children do. The category where kids responded the highest with “rarely or never” answers was playing with toys before school. Kids like to sleep in, too. 7-8 year olds 9-10 year olds Total

In Summary Amidst growing concern that kids have don’t have time to play, this research shows that even as they grow older, outside of the key 3-7 toy playing years, kids are still playing with toys! This is great news for the industry. Nancy Zwiers is CEO of Funosophy, Inc., a kids’ brand building firm in the toy industry. For information on conducting your own survey or any of Funosophy’s research, marketing, or product design services, email nancy@funosophy.com or call (562) 436-5251.

NOVEMBER/DECEMBER 2010

THE TOY BOOK • 7

Industry Update FanTOYstic Facts

98: the country that primarily manu-

number of establishments around

factured dolls and stuffed toys in 2008. (Source: Census, County Business Patterns)

614: marily produced games, toys,

number of locations that pri-

and children’s vehicles in 2008; they emworkers. ployed

9,163

(Source: Census, County Business Patterns) value of U.S. toy imports— which includes stuffed toys and dolls, puzzles, and electric trains— from China between January and August 2010.

$5.1B:

(Source: Foreign Trade Statistics)

SQUINKIES BRAND EXPANDS WITH

SQUINKIE DOOS

Blip Toys has introduced an addition to its Squinkies brand: Squinkie Doos. Squinkie Doos are just like Squinkies— small, squishy, and collectible—and are encased in a plastic toy bubble. But, each of the new Squinkie Doos has a mane of colorful hair. Figure packs include three Squinkie Doos characters. The small Squinkie Doos Salon & Spa Playset is a hairstyling center and a Squinkie Doo dispenser—the bubbles go in the salon dome and come out after the dial is twisted. After the Doos have popped out of their bubbles, they can enjoy their spa experience.

8• THE TOY BOOK

MOST CONSUMERS KNOW WHAT AND WHERE THEY WILL BUY According to Toy Purchase Decisions, the latest report from The NPD Group, the majority of toy buying consumers know what toy they will buy and at what store. The report finds that 62 percent of toy purchases are planned and more than three-quarters of buyers (77 percent) who made a planned purchase knew specifically where they wanted to shop. If a specific toy was unavailable at a store, 42 percent of toy buyers would look for that toy at a different store and 9 percent would look online to purchase it. Only 22 percent of buyers said they would look for a different product in the same store. For those purchases that were not planned (38 percent), 70 percent of the unplanned purchases were impulse buys. The other 30 percent of purchases were made because either the buyer was coerced into the purchase by a child (21 percent), or the buyer remembered they needed to buy a toy when they were in the store (9 percent). According to the report, planned purchases result in higher price points than unplanned purchases; the average price of planned purchases is 1.5 times higher than those that are unplanned. Building sets and youth electronics, the categories with the highest price points, are two of the categories most likely to be planned.

RUBIE’S GETS CHUGGINGTON LICENSE Rubie’s Costume Co., Inc. has obtained the license to create products for preschool property Chuggington. The CGI-animated series debuted in the U.S. in January and airs daily on Disney Channel’s Playhouse Disney programming block.

THE CANADIAN GROUP RELEASES JUSTIN BIEBER GAMES, PUZZLES The Canadian Group has become a “belieber” and is introducing board games and puzzles featuring pop star Justin Bieber as part of a licensing agreement with Bravado. The Canadian Group’s products include two board games, Always Be Mine and Backstage Pass, as well as 100- and 300-piece standard and poster puzzles. The 100- and 300-piece puzzles are available in three-title assortments and include bonus collectible photo cards. The deal is for North American distribution.

Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Book’s Toy Report. Just send an email to subscribe@adventurepub.com. Add subscribe@adventurepub.com to your address book to ensure delivery. For up-to-the-minute news, follow The Toy Book on Twitter: twitter.com/ToyBook, and “like” us on Facebook: facebook.com/TheToyBook. Visit our blog at www.toybook.com.

NOVEMBER/DECEMBER 2010

TIA ANNOUNCES 2011 TOTY NOMINEES In a special press conference held at New York City’s Bryant Park in November, the Toy Industry Association (TIA) unveiled the 70 nominees for the 2011 Toy of the Year (TOTY) Awards and the inductees for the 2011 Toy Industry Hall of Fame. The TOTY finalists were selected from a record pool of 500-plus toys, games, and properties that were submitted for consideration. TIA announced that through January 14, retailers, media, members of the toy industry, as well as families, can vote for their favorite toys and each ballot will be weighted to determine the 2011 TOTY winners. Winners will be announced during the TOTY Awards ceremony on Saturday, February 12. The nominees for the 2011 TOTY Awards are listed at www.ToyAwards.org. Also announced by the Association were the 2011 inductees for the Toy Industry Hall of Fame: Al Verrecchia, chairman of the board of directors at Hasbro; and the late Donald Duncan, founder of Duncan Toy Company. Verrecchia and Duncan will be recognized for their contributions and service to the toy industry at the TOTY Awards.

TOY FAIR NUREMBERG BOOSTS SAFETY AREA Spielwarenmesse eG has announced that its Testing + Inspecting Center, in Hall 11.1, will be twice as large at the upcoming Spielwarenmesse International Toy Fair in Nuremberg, to be held February 3-8. The number of exhibitors for the Center has risen from 12 in 2010 to 15, according to a press release. The Testing + Inspecting Center combines all test and inspection institutes that will exhibit at the fair. These exhibitors will also have the opportunity to contact the European Commission about toy safety standards directly. The 2011 International Toy Fair in Nuremberg will mark the first time that Unit C.1 Regulatory Approach for the Free Circulation of Goods of the European Commission’s DG Enterprise and Industry is exhibiting at the International Toy Fair. The Trade Inspectorate at the fair will also make random safety checks of toys at the fair. Safety requirements will vary according to the market that each toy manufacturer produces its products for. The test and inspection institutes in the Testing + Inspecting Center will also answer questions on safety standards for specific countries. ■

NOVEMBER/DECEMBER 2010

Talking Social Media

Social Media: Changes in Marketing Attitude and Latitude PART 2 OF A SERIES by Andy Marken, Marken Communications

he social media arena enables companies to direct customized messages to specific segments more efficiently and more effectively than broad-spectrum messages. One of the key benefits of this 1:1 approach is the opportunity to win customers and retain them for long periods—hopefully a lifetime. Social media one-to-one marketing and communications is so new, it might sound glamorous. Some see it as a new sense of freedom, romantic even. It’s just you and him (or her) bonding, building a relationship, building sales. The first thing a company has to do is forget about employing their mass advertising techniques to social media. People don’t want, expect, or appreciate marketing messages being pushed at them on the web. According to a June 2010 study by Digital Brand Expressions, “Social Media Without a Parachute,” nearly all of the firms surveyed in the consumer industry are committed to carrying out a social media program. Research in which respondents were asked which department in their company should be dealing with social media activities shows a variety of opinions: 94 percent said it is a marketing activity, 71 percent thought public relations should handle it, 55 percent said social media should be a sales-related activity, and a mixed number said HR and customer service should be involved. Meanwhile, many companies appear to be shooting from the hip, with no cohesive game plan or measurement systems in place.

OVER PLANNING FAILS According to the Digital Brand Expressions survey, only 41 percent of companies have a cohesive, strategic social media plan. Even among those with a plan, only 29 percent have distributed policies or protocols for handling and man-

10 • THE TOY BOOK

aging social media to their employees. This can leave the organization exposed to problems arising out of employees communicating in ways that inadvertently hurt—rather than help—their company brands. Close to 60 percent of social marketers are operating “without a game plan.” However, there is strong consensus in what the company wants to do and what it wants to achieve in the social media arena. Below is a chart detailing the results of a study from Internet Retailer on top technology priorities among U.S. online retailers:

Technology Priorities Customer ratings and reviews 56.7% Blogs or forums 50.0% Videos or interactive-rich media 48.3% Social networking 42.5% Personal product recommendations 40.8% Really simple syndication (RSS) 26.7% Digital downloads or streaming media 17.5% Mobile commerce or marketing 17.5% Other 7.4% Source: Internet Retailer, 2008.

Expanding social media opportunities enables companies to obtain solid customer reviews and ratings (assuming the products perform “as advertised”). According to the

NOVEMBER/DECEMBER 2010

“Technology Priorties” results, people with a good foundation in communications and human relations/interaction are encouraged to participate in blogs and social networks to build and reinforce the company’s products, services, and customer relationships. The uncertainty of whom or which department will have authority over social media should not deter a company from becoming involved today. Social media can inspire fundamental business improvements through an emergence of new social media-enabled business models. It can also increase the “stickiness” of relationships by improving loyalty through customer engagement, and improve innovation by providing quick feedback to communities on products and services. As social media evolves, so will a company’s social media programs. A company’s product information or support websites are good—albeit less glamorous—places to start. These websites are where consumers visit to discover products and services, refine choices, decide on a product or service, gain assurance and inspiration, find out where they can make a purchase, and get support or answers.

customer feedback. Anyone can use Twitter and, according to Pear Analytics, an estimated 40 percent of Tweets are “pointless babble.” However, an April study by ROI Research found that, at least once a week, 33 percent of active Twitter users share opinions about companies or products, 32 percent make recommendations, and 30 percent ask for recommendations. Many manufacturers and retailers use Twitter as a customer service tool because it enables them to offer immediate customer advice or assistance, build their brand as a customer-centric business, and solve problems quickly. The website Monitter.com enables users to track real-time keywords on Twitter, and Tweetbeep keeps track of Tweets that mention your company, products, or areas of interest. To ensure you’re aware and can give prompt attention to discussions, set up Google Alerts, which can be sent to your inbox daily or weekly. It also identifies who, what, and where there are discussions of your business, products, or services. You can then determine how to best handle negative comments or feedback, or even positive comments or feedback, to enhance consumer relationships. Establish one or more Google Profiles about your company, your products and services, and yourself. Using Google templates, you can quickly and easily produce a Profile page. On the page, you can write about your business, why it is special, and what it uniquely provides, and then it can be linked to a website, blog, social site page, or other online area. The profile will always be on page one of a Google search about your company or your products. For example, Google “Gideon Marken.” At the bottom of page one, you will see two Google Profiles. There are many areas of social media, which we will explore later, but basically they include a variety of avenues in which companies can reach out, touch, and work with their targeted audiences. ■

ONE SMALL STEP Once the fundamentals are in place, you’ll probably want to move to brand monitoring. Twitter is useful in this area because negative remarks can be quickly monitored. As more things migrate online, complaints seem to rise to the top, and quickly. Some organizations create their own content to offset negative consumer opinions. However, faked or camouflaged responses can be quickly uncovered, and often amplify the issue. Microblogs such as Twitter have become very effective in providing customer service and gathering

NOVEMBER/DECEMBER 2010

This is Part 2 of a series. Andy Marken is a marketing and communications consultant with more than 30 years of experience. He has written more than 400 articles for the business, consumer, and trade press on industry issues and how technology can and will be used by the average person. In addition to consulting with and being a spokesperson for major clients, he also speaks on industry subjects including management, marketing, and customer/consumer relations.

THE TOY BOOK • 11

Toy Industry Association Perspectives

’

TAKING A PEEK AT

Registration Soars as New Initiatives Engage Fair Attendees by Kimberly Carcone, director of trade show & event marketing, Toy Industry Association

oy Fair, in its 108th year, is internationally recognized as the most influential toy and youth product marketplace in North America. With more than 5,000 buyers from 62 countries already registered and more than 90 percent of available exhibit space sold out, the 2011 event is shaping up to be an exciting and productive experience for all who participate. Among the buyers currently signed up are retailers such as Toys “R” Us, Barnes & Noble, Costco, Amway Global, Crackerbarrel Stores, Disney USA, McDonald’s, Wendy’s, Target, BJ’s Wholesale Club, and Big Lots. Each year, Toy Fair draws media representatives from around the world and 2011 is no exception. As of press time, 300 media outlets are slated to participate, including BBC Worldwide, Cablevision, WNET/Thirteen, The New York Times, NBC, MTV, and the Russian Television Network. “Toy Fair is a place where buyers, sellers, and other industry influencers gather to create new business opportunities with new and existing partners, while press flock to the show to report on new products and trends,” says Marian Bossard, Toy Industry Association’s vice president of meetings and events. “At the 2011 Toy Fair, an estimated 7,000 new products are expected to be launched by both big name companies and exciting new talent from around the globe.”

TOY FAIR BLOG L AUNCHES FOR 2011 SHOW The Toy Fair blog, ToyFairNYBlog.com, was officially launched in November, making Toy Fair 2011 even more accessible for the tens of thousands of show attendees looking to get a head start on planning for the annual event. The fully dedicated, year-round blog is designed to be a focused place where show participants (and toy industry enthusiasts in general) can seek out information about Toy Fair, ask show organizers questions, and get the answers they’re looking for. In addition to featuring regular entries about the show and an interactive layout, the blog links to several resources, including exhibitor FAQs; general show information; hotel, travel, and dining information; and registration.

12 • THE TOY BOOK

“The Toy Fair blog is another step in the show’s evolution to be more accessible and interactive with everyone who comes to the show,” says Bossard. “It will be especially helpful for international attendees and first-time exhibitors, and it’s a place where sharing comments and joining in conversations is encouraged,” Bossard adds.

The blog represents yet another move on the part of organizers to streamline and maximize show experiences for attendees. Last year, show organizers launched Toy Fair Mobile—a free, up-to-the-moment, GPS-enabled technology for smart phones to make show navigation more efficient— as well as the Virtual Tote Bag, which enables attendees to collect, store, and share exhibitor sales materials via their mobile devices. Additionally, for the first time in show history, Toy Fair will turn New York City into a giant “game board” for Play Happens—a brand new virtual and social board game created to bridge the online and offline activities of Toy Fair attendees and exhibitors. In the weeks to come, the blog will provide game details, rules, and information about the grand prize. Toy Fair 2011 will be held February 13-16 at the Jacob K. Javits Convention Center in New York City; online registration is currently open. For more information, visit the “Events” section on ToyAssociation.org. ■

NOVEMBER/DECEMBER 2010

QUESTIONS WITH Ernst Kick, CEO

What is the mission of the International Toy Fair Nuremberg? The mission of the International Toy Fair Nuremberg is to offer the toy industry the best and most efficient fair possible. To achieve this, we prepare customized fair and marketing services that combine the interests of toy manufacturers and traders. Our company, Spielwarenmesse eG, is there to support the toy industry.

What are your goals/what’s new for 2011? We are pushing the international aspect of the International Toy Fair, with Nuremberg being the platform for the world’s market leaders. Our goal is to expand our services and content. The key theme of International Toy Fair 2011 is “Toys Go Green.” The goal is to

show how sustainability can be implemented by toy manufacturers and traders, and how it is already practiced by many of them.

How has the economy affected the international toy industry? The majority of the toy markets are developing dynamically, but growth in the two largest single markets, namely the U.S. and Japan, came to an appreciable standstill. In other markets, such as Great Britain and Spain, the losses were caused more by structural problems than by the economic crisis. In other markets, for example, the total European market for toys achieved 4.5 percent more sales in 2009 compared to 2008 according to The NPD Group, Inc.

4. What is the history behind the Nuremberg Toy Fair? Members of the toy industry founded the International Toy Fair and the

14 • THE TOY BOOK

company Spielwarenmesse eG in 1950. Therefore, we operate on behalf of the industry. Our founders chose Nuremberg, which was the center of toy manufacturing in Germany at that time, as the company’s headquarters. The history of our creation is also a reason for the strong bond between the toy industry and the toy fair. Spielwarenmesse eG, which has some 200 member companies, has remained a powerful representative of the industry’s interests to the present day.

What makes the Nuremberg Toy Fair different from other industry shows, such as the New York Toy Fair? We aim to be a leading international fair rather than having a continental orientation. Other toy fairs, such as [New York’s Toy Fair], focus mainly on North America. On the other hand, toy industry leaders from all over the world support [International Toy Fair Nuremberg], which features a variety of products and brands from and for all continents. ■

NOVEMBER/DECEMBER 2010

International Toy Fair Nuremberg: More Than Just a Trade Fair by Kyra Mende, press officer, Spielwarenmesse eG

he International Toy Fair Nuremberg will run from February 3-8, with an abundance of ToyInnovation and ToyKnowHow. It mirrors the world market in size and structure and also picks up themes and trends that market participants will have to take into account in the future. And, of course, the main focus will be on the rush to find out which product premieres are the most exciting. This unique mix of top-quality, brand-name products and lowerpriced, mass-produced goods can only be found in Nuremberg. This is not only the meeting point for international toy market participants; it is also the industry’s largest information event worldwide. More than 76,600 visitors from 104 countries came to the 2010 Nuremberg Toy Fair and found a globally unique and extensive range of toys exhibited by 2,625 companies. The organizer, Spielwarenmesse eG, sees its task as preparing the huge spectrum of products in an efficient and clear form for buyers and traders. Its special shows highlight current topics as well as products with extra display areas and brochures. Thus, the trade fair specials create three main success factors for fair visitors: knowledge, innovation, and contacts. First and foremost, retailers and buyers come to Nuremberg to discover new products for their assortment. This makes the InnovationCenter in Hall 4 the heart of the innovation program, where visitors find an overview of the manufacturers’ new products and the ToyAward winners. The knowledge offered at the International Toy Fair in 2011 includes the Toys Go Green special area, the Global Toy Conference on Feburary 8, and the daily series of presentations at the Toy Business Forum. A green evolution is currently pervading the toy industry.

16 • THE TOY BOOK

The Toys Go Green area of the show will emphasize the different aspects of natural play. The green oasis will occupy a key position in the newly built central entrance area (Eingang Mitte). Theme islands will address various aspects of toys going green: How can the stages of the value creation chain, such as material selection, packaging, transport, and logistics, be more environmentally friendly? What do the various labels stand for and how can manufacturers communicate environmental friendliness together with the product? Spielwarenmesse eG will present many ideas to encourage toy professionals to run their business operations in a more sustainable way. Toy manufacturers already making ecofriendly products, or acting in line with social standards, will supplement the action area with best-practice examples. Retailers can gather ideas on environmentally compatible product presentations in the green area of the central entrance and at the same time adjust to customers’ growing interest in sustainable products. They will also get to know play themes related to nature, which can strengthen environmental awareness in children. Spielwarenmesse eG also discusses the issue of sustainability in the toy world in a vivid way on its website at www.toysgogreen.com. The information offered is divided into sections. First, Spielwarenmesse eG describes how it will implement Toys Go Green before, during, and after the fair. Second, participating exhibitors will present their prod-

NOVEMBER/DECEMBER 2010

ucts virtually before the fair starts. Visitors can then find out what makes these products green. Third, in the experts’ area, insiders share their tips, giving toy professionals the opportunity to gain ideas and insights from other sectors on environmental awareness and being eco-friendly. Spielwarenmesse eG will continue to offer the Global Toy Conference. On February 8, retailers and manufacturers can expand their knowledge once again (in CCN Ost ) by attending the practice-oriented presentations at the International Toy Fair Nuremberg. Participants will be able to attend individual presentations on Toys Go Green, Toy Safety, and Online Marketing. The website www.toyfair.de/conference shows the program and information about low-cost travel packages. Fair visitors have said that they value this access to fundamental knowledge. The Toy Business Forum is an integral part of Spielwarenmesse eG’s ToyKnowHow. It offers added value to retailers and buyers in Hall 4. Those joining the sessions can acquire a competitive advantage in knowledge about markets and trends. Each program block is offered as a day’s theme, e.g. “Toy Markets Worldwide—Today and Tomorrow” or “Toys Go Green—The Megatrend for Manufacturers and the Trade.” The free sessions run daily from Friday, February 4 through Tuesday, February 9, from 1 p.m. to 3 p.m. Market experts will offer visitors complete approaches to solutions in 30-minute presentations that will equip them to deal with the challenges of the future. The Toy Business Forum theme offerings will be topped off with practical, everyday examples. There are numerous networking opportunities at Nuremberg. Professionals from all over the world meet at the International Toy Fair to make new contacts and cultivate existing ones. This year, the LicenseCenter will become the meeting place for the licensing industry in the new central entrance area. Presentations of the license worlds and the International Trend Selection will be enhanced by a lounge. At their new meeting point in the foyer of Brüssel Hall, licensors, licensees, and licensing agencies can meet and hold discussions until 7 p.m. daily from February 3-5. All the world meets in Nuremberg. Companies that miss the opportunity to meet in Nuremberg must invest much travel time and money worldwide in order to build or maintain their business relationships. Attendees of the International Toy Fair will be well-prepared for the year ahead. For further information, please visit www.toyfair.de or contact the U.S. representative of Spielwarenmesse eG: Jerry Kallman Jr., (201) 652-7070, jerry@kallmanexpo.com. ■

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Sourcing at Asia’s Largest Toys & Games Fair Source: Hong Kong Trade Development Council

f you are serious about building your business in toys and games, Hong Kong is the place to be January 10-13. The 37th edition of the Hong Kong Trade Development Council’s (HKTDC’s) Hong Kong Toys & Games Fair—the second largest toy industry event in the world and the biggest in Asia—features an array of ideas, technologies, and products created by suppliers from every corner of the globe. This year, we are expecting more than 2,000 exhibitors from 39 countries and regions, including group pavilions from the Chinese mainland, India, Korea, Pakistan, Spain, Taiwan, and Thailand. The World of Toys Pavilion, jointly organized with Spielwarenmesse eG, is returning with a range of toy producers from around the world. In 2010, the fair introduced the Brand Name Gallery, which hosts design-driven products and brands with high consumer recognition. The Gallery returns in 2011, joining a large number of product-specific zones designed to make sourcing a breeze. Among the established favorites in 2011 are Educational Toys & Games, Hobby Goods, Outdoor & Sporting Items, Paper Products & Toy Packaging, Party Items, and Video Games. Check out the Product Demo & Launch Pad to get a closer look at some of the products. The 2011 event will see the return of the Testing, Inspection & Certification Zone, with expert exhibitors in these areas. Their presence gels with the fair’s international reputation for intellectual property rights assurance and product safety. This is also reinforced in the fair’s informational events, which include seminars and workshops covering these issues as well as industry trends and marketing tips. Running alongside the Hong Kong Toys & Games Fair are the Hong Kong International Stationery Fair, the HKTDC Hong Kong International Licensing Show, and the HKTDC Hong Kong Baby Products Fair. These co-located events offer a source of related and complementary products. Hong Kong is known as a city that works hard and plays hard, too, and you could say both of these aspects come together in this trade show. We have long held a reputation as one of the world’s premier producers of toys and games, a position we have maintained through continually updating ourselves, paying attention to market trends, and the desire for safer, more environmentally friendly products. Research and DeGet tailor-made exhibition info on your cell phone, velopment is a vital element of our production these days, and our including event schedules, list of exhibitors, and practical toy designers are adept at coming up with innovative, aesthetically tips for getting around Hong Kong. pleasing, and high-quality toys. Download the “HKTDC Fairs” App now at: We remain the world’s major exporter of toys, dolls, and ● iPhone App Store games. In the first nine months of 2010, Hong Kong’s exports were ● BlackBerry App World valued at just over $7 billion (U.S.). ● Android Market Pre-register at www.hktdc.com/hktoyfair to receive your free admission badge. ■

Sourcing on the Go

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Directory of Toy Manufacturers Exhibiting in Hong Kong

Alex Toys HK Limited

Carrera of America, Inc.

SHOWROOM LOCATION: New East Ocean Centre, Room 1108; 9 Science Museum Road, Tsim Sha Tsui East HONG KONG CONTACT: Stuart Sentner HONG KONG PHONE: (201) 400-3246 HONG KONG EMAIL: ssentner@alextoys.com U.S. ADDRESS: 251 Union Street, Northvale, NJ 07647 U.S. CONTACT: Stuart Sentner U.S. PHONE: (201) 750-8010 U.S. EMAIL: ssentner@alextoys.com PRODUCTS: arts and crafts, bath toys, developmental plush for baby, preschool toys and games, fashion and jewelry kits, wooden toys and furniture, imaginative play, outdoor play

SHOWROOM LOCATION: Concordia Plaza, Room 1917, North Tower; 1 Science Museum Road, Tsim Sha Tsui East HONG KONG AGENT: Stadlbauer (HK), Ltd. HONG KONG CONTACT: Roland Yeung HONG KONG PHONE: (852) 2722-0620 HONG KONG EMAIL: admin@stadlbauer.com.hk U.S. CONTACT: Edward Gershowitz U.S. PHONE: (609) 409-8510 U.S. EMAIL: gershowitz.edward@carrera-toys.com PRODUCTS: slot cars, road racing, hobbies

Briarpatch

Chic Dolls, Ltd.

SHOWROOM LOCATION: Hotel Nikko, Suite 928; 72 Mody Road, Tsim Sha Tsui East HONG KONG CONTACT: Marc Shinderman HONG KONG PHONE: (852) 2313-4508 HONG KONG EMAIL: mshinderman@briarpatch.com U.S. ADDRESS: 150 Essex Street, Suite 301, Millburn, NJ 07041 U.S. CONTACT: Marc Shinderman U.S. PHONE: (800) 232-7427 U.S. mshinderEMAIL: man@briarpatch.com PRODUCTS: games, puzzles, card games, educational games, developmental games

SHOWROOM LOCATION: South Seas Centre, Tower 1, 10/F, Room 1002; 75 Mody Road, Tsim Sha Tsui East HONG KONG CONTACT: Claudia Chau HONG KONG PHONE: (852) 3590-8313 HONG KONG EMAIL: claudiachau@chicdolls.cc U.S. ADDRESS: 331 Piermont Road, Norwood, NJ 07648 U.S. CONTACT: Murray Bass U.S. PHONE: (201) 784-7727 U.S. EMAIL: murraybass@chicdolls.cc PRODUCTS: 11.5inch fashion dolls, play sets, accessories

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Eastcolight (HK), Ltd. SHOWROOM LOCATION: Peninsula Centre, Rooms 1108– 1110; 67 Mody Road, Tsim Sha Tsui East HONG KONG CONTACT: Janet Lo HONG KONG PHONE: (852) 2333-6688 HONG KONG EMAIL: info@eastcolight.com PRODUCTS: educational toys, science toys

Kids Preferred SHOWROOM LOCATION: Mirror Tower, 12/F, Room 1201; 61 Mody Road, Tsim Sha Tsui East HONG KONG CONTACT: Louis Premselaar HONG KONG PHONE: (852) 23663035 HONG KONG EMAIL: info@kidspreferred.com U.S. ADDRESS: 81 Twin Rivers Drive, East Windsor, NJ 08520 U.S. CONTACT: Laura Perks U.S. PHONE: (732) 274-1144 U.S. EMAIL: laura@kidspreferred.com PRODUCTS: plush toys, dolls, wooden toys, plastic toys under $15, feeding sets, children’s umbrellas, bath toys, books, puzzles, children’s gifts

PlaSmart/Mr. Workshop, Ltd. SHOWROOM LOCATION: China Hong Kong City, Tower 5, Suite 1802B-4; 33 Canton Road, Tsim Sha Tsui HONG KONG CONTACT: Bill Gordon HONG KONG PHONE: (852) 2735-8844 HONG KONG EMAIL: billg@mrworkshop.com CANADIAN ADDRESS: 107-42 Antares Drive, Ottawa, Ontario, K2E 7Y4 CANADIAN CONTACT: Tim Kimber CANADIAN PHONE: (613) 829-4035 CANADIAN EMAIL: tkimber@plasmacar.com PRODUCTS: toys and games, Perplexus—The Ultimate 3D Puzzle Challenge, Plasmacar—Turn the steering wheel… and away you go! No batteries, gears or pedals.

SqwishLand LLC SHOWROOM LOCATION: Intercontinental Grand Stan-

ford, Harbour View Suite, Room 745; 70 Mody Road, Tsim Sha Tsui East HONG KONG CONTACT: Je-

Maisto International, Inc. SHOWROOM LOCATION: Tsim Sha Tsui Centre, East Wing, 7/F; 66 Mody Road, Tsim Sha Tsui East HONG KONG CONTACT: Erin Chung HONG KONG PHONE: (852) 27937800 U.S. ADDRESS: 7751 Cherry Ave., Fontana, CA 92336 U.S. CONTACT: Darrell Grani U.S. PHONE: (909) 357-7988 U.S. EMAIL: customerservice@maycheonggroup.com PRODUCTS: die-cast, R/C replicas

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remy Pollack HONG KONG PHONE: (852) 6339-0197 HONG KONG EMAIL: jeremy@bullseyeventures.net U.S. ADDRESS: 7782 E. Greenway Road, Suite 1, Scottsdale, AZ 85260 U.S. CONTACT: Jeremy Pollack U.S. PHONE: (214) 819-3955, ext. 108 U.S. EMAIL: jeremy@bullseyeventures.net PRODUCTS: impulse, trend, collectibles, stationery, games

NOVEMBER/DECEMBER 2010

Directory of Toy Manufacturers Exhibiting in Hong Kong 4KIDZ WORLDWIDE, LTD./4KIDZ, INC. Mirror Tower, Room 703 61 Mody Road, Tsim Sha Tsui East

HOSUNG NY (MIYIM)/HOSUNG HK Mirror Tower, 3/F, Room 303 61 Mody Road, Tsim Sha Tsui East

AURORA WORLD HK, LTD. Concordia Plaza, Greenfield Tower, 18/F 1 Science Museum Road, Tsim Sha Tsui East

INSECT LORE China Hong Kong City, Tower 1, Suite 1809B 33 Canton Road, Tsim Sha Tsui

BACHMANN TRAINS InterContinental Grand Stanford, Suite 1121 70 Mody Road, Tsim Sha Tsui East

INTERACTIVE TOY CONCEPTS Cheung Sha Wan Plaza, Tower 2, 7/F, Unit 709 833 Cheung Sha Wan Road, Kowloon

BLUW TOYS Empire Centre, 2/F, Room 212 68 Mody Road, Tsim Sha Tsui East

INTERNATIONAL PLAYTHINGS, LLC The Royal Garden, Room 506 69 Mody Road, Tsim Sha Tsui East

CS INTERNATIONAL (H.K.) TOYS LIMITED Edward Wong Tower, 7/F 910 Cheung Sha Wan Road, Kowloon

JAKKS PACIFIC, INC. Chinachem Golden Plaza, Suite 816 77 Mody Road, Tsim Sha Tsui East

DARON WORLDWIDE TRADING, INC. New Mandarin Plaza, Tower B, 5/F, Room 503 14 Science Museum Road, Tsim Sha Tsui East

KIDDESIGNS, INC. Shangri-La Hotel, 8/F, Rooms 848-849 64 Mody Road, Tsim Sha Tsui East

FASHION ANGELS ENTERPRISES New Mandarin Plaza, Tower B, 9/F, Suite 912 14 Science Museum Road, Tsim Sha Tsui East

KIDZ DELIGHT Regal Kowloon Hotel, Suite 619 71 Mody Road, Tsim Sha Tsui

FRENZY TOYS, LTD. Peninsula Centre, Unit 1118 67 Mody Road, Tsim Sha Tsui East

MAXIM ENTERPRISE, INC. InterContinental Grand Stanford, Room 1718 70 Mody Road, Tsim Sha Tsui East

FUNDEX GAMES, LTD. Chinachem Golden Plaza, 10/F, Room 1009 77 Mody Road, Tsim Sha Tsui East

MGA ENTERTAINMENT, INC. Empire Centre, Room 408A 68 Mody Road, Tsim Sha Tsui East

GROW’N UP, LTD. New Mandarin Plaza, Tower B, Unit 808B 14 Science Museum Road, Tsim Sha Tsui East

MOOSE MOUNTAIN TOYMAKERS, LTD. Energy Plaza, 7/F, Unit 704-6 92 Granville Road, Tsim Sha Tsui East

HASBRO World Commerce Centre, 7/F, Units 704-8 11 Canton Road, Tsim Sha Tsui

NEAT OH! INTERNATIONAL, LLC Royal Garden Hotel, Room 411 69 Mody Road, Tsim Sha Tsui East

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NKOK, INC. New Mandarin Plaza, Tower B, 10/F, Room 1017 14 Science Museum Road, Tsim Sha Tsui East PLAYZONE/ HIP CHONG PLASTIC & ELECTRONICS Wing On Plaza, 6/F, Room 615 62 Mody Road, Tsim Sha Tsui East POOF-SLINKY, INC. Energy Plaza, Unit 903 92 Granville Road, Tsim Sha Tsui East PRESSMAN TOY, LTD. Mirror Tower, 12/F, Unit 3A 61 Mody Road, Tsim Sha Tsui East SAFARI, LTD. Tai Yau Building, 8/F, Room 804 181 Johnston Road, Wan Chai SENARIO Harbourfront, Tower 2, 12/F, Unit 1213 22 Tak Fung Street, Hunghom SILVERLIT TOYS MANUFACTORY, LTD./ SLT (USA), INC. East Ocean Centre, 11/F, Unit 1102 98 Granville Road, Tsim Sha Tsui East SUMMIT PRODUCTS, LLC/ SUMMIT Toy FAR EAST, LTD. Mirror Tower, Room 906 61 Mody Road, Tsim Sha Tsui East TECHNO SOURCE Silvercord Building, Tower 2, 6/F, Room 602 30 Canton Road, Tsim Sha Tsui

NOVEMBER/DECEMBER 2010

TEK NEK TOYS (HK) LTD. Mirror Tower, 8/F, Room 805 61 Mody Road, Tsim Sha Tsui East THE BRIDGE DIRECT Intercontinental Plaza, Room 1206-7 94 Granville Road, Tsim Sha Tsui East THE GOLDBERGER CO./ GOLDBERGER INTâ&#x20AC;&#x2122;L, LTD. Houston Centre, 12/F, Suite 1208 63 Mody Road, Tsim Sha Tsui THE ORB FACTORY Peninsula Centre, Room 1211B 67 Mody Road, Tsim Sha Tsui East THINKWAY TOYS/SUPER TECHNOLOGY Chinachem Golden Plaza, Suite 1203 77 Mody Road, Tsim Sha Tsui East TOYSMITH Enterprise Square 3, 19/F, Unit 1905-08 39 Wang Chiu Road, Kowloon Bay UNCLE MILTON East Ocean Centre, Unit 901 98 Granville Road, Tsim Sha Tsui East WHAT KIDS WANT! Houston Centre, Suite 701 63 Mody Road, Tsim Sha Tsui WILD PLANET ENTERTAINMENT, INC. Chinachem Golden Plaza, 15/F, Units 1505-8 70 Mody Road, Tsim Sha Tsui East WOOKY ENTERTAINMENT, INC. Harbour Crystal Centre, 7/F, 710 100 Granville Road, Tsim Sha Tsui

Customization Takes Activities to a New Level by Elizabeth A. Reid

his year, arts and crafts continued to be a popular category. Following in the footsteps of 2009, which saw a “back to basics” trend, activity sales continued to reside at the top of total toy industry sales because of low prices and play value. According to October research from The NPD Kids Industry Data Service (KIDS), a new tracking service from The NPD Group, year-to-date arts and crafts sales totaled $1.96 billion, a 1 percent increase from last October’s $1.94 billion. The supercategory was only topped by outdoor and sports toys ($2.02 billion). While the backbone of activity products remains the same, aiming to inspire creativity among kids, more arts and crafts products that tout words such as “customize,” “design,” and “personalize” are popping onto store shelves. Gone are the days when every child’s final creation looked the same; new technology has made it easier for kids to design their projects with their own special touch. “This new generation of young people has an expectation of customization, which is extending to crafts,” says Michelle Manning, director of marketing at Giddy Up, a division of Elmer’s. “Children can go on the internet now and customize a pair of sneakers and have them delivered right to their door. They are also designing their own web pages and albums, customizing music mixes, publishing blogs, and more. It just makes sense that they should also expect to extend that customization to their clothing, décor, crafts, etc.” Giddy Up’s Fuzzoodles line enables kids to create big, fuzzy noodle characters as they envision them. The open-ended play allows kids to create products over and over again, with no two creations being quite the same.

CULTIVATING CONFIDENCE AND ENHANCING IMAGINATION “Activities are not only important for encouraging creative expression, they help young children improve hand-eye coordination, dexterity, concentration, and build self-esteem,” notes Nurit Amdur, CEO of Alex Toys. “It’s fun for children to explore their creativity and take pride in a job well done.” Next year, Alex will introduce seven new Little Hands craft kits that are specially designed for younger children and come with illustrations as instructions. The kits include familiar ob-

28 • THE TOY BOOK

jects such as cupcake liners (Cupcake Crafts) and pop sticks (Pop Stick Art), aiming to expand kids’ imaginations and challenge them to think of creative uses for everyday objects. Darcy Morris, director of sales and marketing at SmartLab Toys, believes the younger kids start to gain confidence, the easier it will Cupcake Crafts from Alex be as an adult. “It is important to empower kids to express themselves in creative ways while they are young and fearless,” says Morris. “If they have the confidence to do so as a child they are more likely to do so as a teenager and as an adult. Creative thinkers become problem solvers in every field from politics to science. It all starts with the confidence and support to think outside the box.” With SmartLab’s Car Design Studio, a child that might not be the best at drawing can still create unique, well-designed cars, and children who are more adept at illustrating can hone their skills. In the end, each child will have their own personalized car design that he or she can feel proud of. Box Creations’ play structures allow children to become part of what Managing Partner Renee Hebert calls the “finished piece.” “Our playhouse products come unassembled in a box and within minutes a beautiful playhouse is constructed,” says Hebert. “The [play value] continues with coloring and decorating, in addition to role playing with each theme, such as a pirate ship, castle, and carriage.” Once the play structure is colored and decorated to the child’s desire, they can share their work of art with family and friends. Parents can also get involved and take pride in their child’s work. “A big part of the fun of arts and crafts is not just the final outcome, but the process and the experience,” says Giddy Up’s Manning. The company plans to focus on this aspect for its future activity products. “Arts and crafts are all about taking an idea and making it one’s own—creative expression. Some kids can pick up a pencil and be so incredibly creative. But other kids need different mediums and arts and crafts are ideal.” ■

NOVEMBER/DECEMBER 2010

Activities Giddy Up’s Fashion Fabric Sprayza Deluxe Kit is designer powered, no batteries required. With this kit, kids stencil and then design their own accessories, jeans, hats, T-shirts, and more. Designers use the stencil to create the pattern and then insert the Sprayza Fashion Marker into the Sprayza Tool and blow to create the airbrushed effect. The Deluxe Kit includes eight Fabric Sprayza Marker Pens, one Sprayza Airbrush Tool, six 5.5-inch by 8-inch Sticky Back Stencil Sheets, four 4-inch by 6-inch Sticky Back Stencil Sheets, one Sticky Back Alphabet Stencil Sheet, and one instruction booklet.

Little Pinkerellas can show off their pinktastic creativity just like Pinkalicious with the Pinkalicious Cupcake Activity Easel by CDI, a division of Jakks Pacific. Inspired by the books Pinkalicious and Purplicious, the easel comes complete with pink paper, pink markers, pink glitter glue, and pinkerrific stickers—everything girls need to express their inner artist and celebrate their love of pink.

Create sizzling masterpieces on Scratch-Art’s latest Scratch Magic product, Scratchin’ Hot. Kids use the designer stencil featuring more than 30 trendy shapes to “magically” draw super-bright neon pictures. The new colors include Glow Green, Punchy Pink, Oh! Orange, and Yow! Yellow. Scratchin’ Hot will be available as a Deluxe Set, an Activity Combo-Pack, and an impulse-sized pack of Mini Notes.

SmartLab has improved its Car Design Studio kit by adding a light table and new packaging. With the product, kids can design countless rides—from Mustangs and Lamborghinis to Civics and Volkswagen Beetles—by using the car parts and the new LED-powered light tablet. The kit includes the light tablet, six acetate car bodies, 95 car body accessory clings, 10 colored pencils, and sketch paper, plus an illustration book that can give kids inspiration and features car facts.

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Horizon Group USA is releasing new 2011 DC Comics products, targeted to boys ages 4 and older. Kids can show off their superhero art skills with the company’s Batman Projector*. The kit comes complete with a projector unit, art disks featuring 36 different images for tracing, paper, and markers. Also to be available will be the Green Lantern Light Tracer*, a light tracer and desk that includes instructions, markers, and paper.

Originally conceived after inventor David Crorey saw his granddaughters struggle to make friendship bracelets, Crorey Creations, Inc. has released a product that simplifies how to design and create the jewelry item. My Friendship Bracelet Maker, for kids ages 6 and older, features an adjustable butterfly clip at the top to hold strings in place, a row of numbered pegs at the bottom to keep strings in order, and a slide-out storage tray to organize and transport extra threads. Each kit comes with 56 pre-cut, 60inch threads in 14 different colors, as well as directions for how to create a variety of designs.

*Artwork and design pending licensor approval.

Tara Toy’s Barbie Fabulous Fashion Projector allows budding fashionistas to create their own Barbie styles. The product projects clothing and accessories (including tops, skirts, shorts, pants, dresses, handbags, shoes, and hats) onto ghosted Barbie silhouettes. Kids trace the projections and color. The kit includes a 15-page Barbie sketchpad with preprinted Barbie silhouettes, six styling disks for projections, and seven markers.

NOVEMBER/DECEMBER 2010

THE TOY BOOK • 31

Activities Allstar Products Group is introducing a new product to make it easy for kids to store their Bendaroos and creations, as well as transport them from place to place. The Bendaroos Store ’N Go Activity Pack is a travel case that includes four traceable templates, crimper cutters, 100 Bendaroos building sticks, a fun guide, and play mats. The case is ideal for road trips, planes, and sleepovers.

Kids can personalize their own bowl or mug with colorful designs, favorite phrases, or names and nicknames with BSW Toy’s SmArt Studio Design It Yourself (DIY) Bowls or Mugs. The dishware can be used for snacks, cereal, candy, or food for pets, and are decorated by painting with the included colors and then baking in the oven for 30 minutes. Included in the kits are two ceramic bowls or mugs, six colors of paint, a paintbrush, and a full-color, illustrated instruction booklet.

Alex has partnered with Kid Concoctions Company, the maker behind the popular The Ultimate Book of Kid Concoctions, to launch six new activity kits that kids can use to mix up crazy creations at home. Silly Spills includes all the ingredients to make four gags: three bottles of color, a wooden craft stick, a spoon, a paintbrush, a phony ketchup packet, a stir stick, white glue, four mixing cups, and instructions. Other products include Magic Muck, Bouncy Ball Blast, Mix ’n Slime, Magic Bubble Art, and Weird, Wacky & Wild Stuff, a book with more than 200 recipes for creating toys, contraptions, paints, doughs, and even silly snacks—all with common household ingredients.

RoseArt introduces new Color Blanks, bringing the total offering to 19 designs. Color Blanks are design-free plastic figurines that kids and artists can decorate themselves using the included stickers, markers, and more. Packages come in themes such as Hairdos, In-Motion, and various designs for Easter, Halloween, and Christmas. The 3-D customizable characters are for kids ages 6 and up.

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NOVEMBER/DECEMBER 2010

The Voice Reaching Both Trade and Consumers

CONTACT: JONATHAN SAMET ADVENTURE PUBLISHING GROUP 286 5TH AVENUE, 3RD FLOOR NEW YORK, NY 10001 TEL: 212-575-4510 FAX: 212-575-4521 WWW.ADVENTUREPUB.COM

Activities Kids can take a shortcut to music stardom, skipping signing with a label and putting out an album, and dive straight into making their own music video. The Make Your Own Music Video activity book by Kaitlyn Nichols, published by Klutz, helps kids plan, create, and star in an awesome music video, whether they lip-synch or play their own instrument. The book comes with a green screen and links to downloadable backgrounds and free video editing. Also included are instructions on the elements of a music video, how to act like a rock star, how to film and edit, and more.

Grasshopper Preschool Prep Kits are a series of kits that give preschoolers ages 3 to 5 a head start in school, all through games. Each kit—manufactured by Grasshopper Kits, LLC—includes 10 games and an instructional guidebook. Snip, Glue, and Grow helps kids develop beginner scissor skills, control, and fine motor accuracy. The craft and game kit includes Grasshopper’s exclusive scissor tongs, as well as multi-colored pom poms, cutting cards, bubbles, glue tubes, and more.

Little Kids, Inc. is relaunching its popular brand of craft activity toys, Crunch Art. Crunch Art is a no-mess activity set that requires no scissors or water. Kids simply place fabric swatches on preformed foam templates, press, and crunch for creative, finished products. The Crunch Art Mega Set contains five foam templates in different shapes, 208 pieces of fabric (enough to create five complete projects), and accessories, such as googly eyes and foil fabric, to decorate. Other new Crunch Art kits include the Crunch Art Activity Set and the Crunch Art Room Décor Set.

Ahoy matey! Box Creations is launching a new cardboard play structure with a real working steering wheel, the Pirate Ship. The classic pirate ship design is large enough to accommodate two to three children and includes preprinted line work and four colored, non-toxic, washable markers so kids can recreate their favorite pirate fantasy at sea. The secret flap in the back of the ship makes it easy to enter the ship conspicuously, but watch out for the sharks below!

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NOVEMBER/DECEMBER 2010

Assemble a bunch of wacky yet fun Shrinky Dinks monsters with Creativity for Kids’ Shrinky Dinks Monster Lab. Kids, ages 7 and older, color in the 50-plus Shrinky Dinks designs using Faber-Castell’s color EcoPencils, then shrink the pieces in the oven. After, they can mix and match parts, assembling them with chenille stems and wiggly eyes to make the creatures. Place the monsters inside the included 3-D pop-up laboratory for display and play.

NOVEMBER/DECEMBER 2010

The Maya Group has premiered a new Orbeez product, the Orbeez Butterfly. Use the Orbeez to fill the butterfly container in any color combination, and the rest can be saved for play, to fill flower vases, or to make designs. The kit includes 1,500 Orbeez in six colors; a 16-page, full-color activity booklet; and the Play ’n Display Tray.

THE TOY BOOK • 35

Dogs, Cats, Kids, and Their Parents by Keith Chambers

n my more than 20 years of experience in targeting products and services to kids, I was also frequently assigned to the task of marketing to dogs and cats. The similarities and differences are not only interesting, they are often amusing. As it turns out, there are far more similarities than differences. As those of you who market toys likely know, the relationship between a mother and her kids changes radically from pregnancy up through adulthood. I have worked with mothers on the Gerber brand who were vehement about what they allowed on the bottoms and in the bellies of their little darlings. Then, five years later I successfully marketed Totino’s Pizza Rolls and Bagel Bites for them to feed their kids after school. Go figure. But unlike kids, dogs and cats have a very different relationship pathway with their “parents.” Although the fundamental nature of pets and kids are different, they are alike in that their parents treat both with a great deal of care in their initial stages of ownership. I can say with confidence, the abundance of love showered on both kids and all animals is essentially the same in its intensity. The difference is that the parents of pets seem to become even more protective about the animal’s care and feeding as they age. I don’t think dogs and cats will ever experience the joys of noshing on a Totino’s pepperoni pizza. Parents of an 8year-old kid are far more careful about what they feed their pets than what they feed their kid. I can only guess this phenomenon exists because of the relatively helpless nature of pets as opposed to kids as they mature. But, this is what I call a marketing opportunity. The next time you are checking out the latest toys, I recommend you consider driving to the nearest Petco. The first thing you will notice is that pet marketers are no less thorough in providing products to accommodate pets than toy marketers are when they are featured in the kids’ department at your local Target. In fact, pet product categories are titled the same as kids’: food, hair care, skin care, medical

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care, and, yes, even toys. Most of them also are segmented into appropriate age groups— just like kids. The opportunity here is not in the products you will find, but in the characterization of their benefits, attributes, and other positioning elements that will help sell them. Pet owners see their pets in the same way that parents see their kids. They look for toys that allow them to participate in the play as well as toys that will entertain the animal without supervision. They are concerned about toy safety as well as how much play value is in it for the animal. And, there are toys that are used to educate. All of this should sound very familiar. My advice is that you go from product to product and study its copy and graphics. You will discover that many are similar to those used in the children’s toy category. A few years ago, I found the words “Outrageous Flavor” on a dog treat and used it successfully on a nationally branded kids’ cereal. It functioned remarkably as a trigger, and scored very well in volumetric research. By studying pet products, you can find a new way to market to parents. You can also find perfectly appropriate ways to characterize kids’ products that effectively stimulate pet owners to purchase. ■ Keith Chambers is a creative marketing consultant and founder and president of The Chambers Group, specializing in marketing, package design, positioning, naming, and more. For more information, visit www.chambersgroup.com.

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T HE D EFINITIVE I NFORMATION S OURCE

FOR THE

T OY

AND

G IF T M ERCHANT

NEWS CPSC APPROVES PLAN

PUBLISH SAFETY COMPLAINTS

The Consumer Product Safety Commission (CPSC) has approved plans to publish consumer complaints about product safety hazards at www.saferproducts.gov. Beginning in March, the website will collect and post complaints that are sent in by consumers, government agencies, health care professionals, interest groups, and attorneys. Previously, before the passage of CPSIA, federal law required the manufacturer’s consent before information on product-related injuries was released to the public. Each database entry is expected to include a description of the harm or risk of harm, a description of the product, the manufacturer’s name, the poster’s contact information (which can be kept private), and an affirmation that the complaint is truthful. After the complaint is approved and published, the manufacturer will be forwarded the complaint and will have 10 days to respond to it. If the complaint is proven to be inaccurate, the commission could edit or remove it from the website. TIA is asking that CPSC beta test the database’s full posting and verification process and take steps to verify that the information is accurate before posting.

ACTING OUT ANNOUNCES SALE

CREATIVE EDUCATION

Dress-up and role-play company Acting Out is being sold to Canadian-based Creative Education. Creative Education is the manufacturer of the Great Pretenders line and the distributor of Pink Poppy accessories. Creative Education will have most of the company’s items in stock by the end of December, and founders Anna Hazard and Andrea Nasstrom will be working for the company through the end of January.

FAO SCHWARZ LAUNCHES BABY LINE FAO Schwarz has announced the launch of an upscale line of baby items marketed under its brand name. The Baby Collection from FAO Schwarz offers an assortment of merchandise ranging from theme-inspired nursery décor and matching bedding sets to keepsakes, apparel, and baby food gadgets. The new line is available now at FAO Schwarz Fifth Avenue, in specialty boutiques in Babies “R” Us locations nationwide, and at FAO.com and Babiesrus.com.

KNOWLEDGE ADVENTURE ANNOUNCES LICENSED PRODUCTS Knowledge Adventure has entered the licensing world with three deals, brokered by the company’s licensing agency, 360ep. Licensed merchandise will first include school supplies by Fine Line, followed by board games and puzzles by GDC-GameDevCo, Ltd., and a graphic novel by Silver Dragon Books. The Knowledge Adventure-licensed products from Fine Line will include writing and drawing instruments, activity sets, flash cards, paper pads, and stickers. Other school supply products will include portfolios, notebooks, stationery sets, lunch kits, and school bags. The products are currently being introduced to retailers. GDC-GameDevCo’s puzzles and board games will be targeted to kids in preschool through second grade. ●

THE COVER: THIS IMAGE IS TAKEN FROM THE PAGES OF LOLA LOVES STORIES, ANNA MCQUINN, FROM CHARLESBRIDGE PUBLISHING. LOLA IS A LITTLE GIRL WHO LOVES TO HAVE STORIES READ TO HER. SHE THEN USES HER IMAGINATION TO ACT OUT SCENARIOS INSPIRED BY THE BOOKS. FIND OUT MORE ON PAGE S14.

ON BY

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STINKYKIDS BOOK

STORES

StinkyKids has debuted its first title, StinkyKids and the Runaway Scissors. In the book, StinkyKid Britt is the main character, and her love of chewing gum and blowing bubbles creates a tangled situation that the StinkyKids have to figure out. Also included with the story is a parent/teacher section, providing teaching tools, take-away messages, and suggestions for further engagement of children. Any retailers who want to carry the book can contact Britt Menzies at britt@stinkykids.com.

ASTRA PICKS SPEAKERS

FOR

MARKETPLACE & ACADEMY The American Specialty Toy Retailing Association (ASTRA) has revealed the featured speakers for its 2011 Marketplace & Academy, to be held June 19-22 in Anaheim, Calif. Headlining the event will be customer service coach Graham David and marketing professional and author Maria T. Bailey. David—founder and president of Blue Beetle, in Birmingham, England—will open ASTRA’s annual convention on June 19 with his address, “Play Your Way to Powerful Customer Service.” David and his team will also lead a breakout session titled “Turning Customer Service into Sales.” Maria T. Bailey is an author, host of Mom Talk Radio, co-host of “Doug Stephan’s Good Day” radio talk show, and CEO of BSM Media in Ft. Lauderdale, a full-service marketing and media firm. Bailey will close the Marketplace & Academy on June 22 with a presentation titled “She’s the Household Gatekeeper. Are You Connecting with Mom?” The theme for ASTRA’s 2011 Marketplace & Academy is “Soak Up the Sunshine. Dive into the Deals.”

SPECIALTY TOYS & GIFTS

ASTRA’S INSIGHTS

ASTRA Retailers Give Back to Their Communities Neighborhood Toy Store Day and Charitable Tie-ins by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA)

ndependent toy retailers around the country report that Neighborhood Toy Store Day, a program by the American Specialty Toy Retailing Association (ASTRA), resulted in increased sales, new customers, and great media coverage for their stores. Children and families had loads of fun with clowns, musicians, toy demonstrations, yo-yo contests, face painters, and even a “Price Is Right” spin-the-wheel-and-get-a-prize game. Could it get any better than that? Yes, as it turns out. It can and did get better, thanks to the generosity of store owners and their customers. Many stores included charitable tie-ins in their Neighborhood Toy Store Day plans and found that these arrangements resonated with customers and underscored the retailer’s commitment to the community.

day’s sales to a local preschool, shelter, or other nonprofit organization; food drives; and toy drives. The amount of money raised from these efforts ranged from $200 to $1,300. Some store owners had great success with food and toy donations; others noted that it appeared to be too early in the holiday season to generate heavy interest. Little Things Toy Store in Brooklyn, N.Y. took a unique approach to its Neighborhood Toy Store Day charity tie-in. Noting that trees in nearby Prospect Park were severely damaged by a September tornado, retailer Allen Brafman and his family saw an opportunity to involve local children in a meaningful charitable effort. Any child who made a donation had his or her gift matched by Little Things and the child received a small toy as a present. “We saw this as a way to expand the definition of ‘community’ and NEIGHBORHOOD TOY STORE DAY get kids involved in taking care of GIVES ASTRA RETAILERS A PLATFORM their own neighborhood,” explains FOR PROMOTING SPECIALTY TOYS. Brafman. The project raised more Neighborhood Toy Store Day, set than $500 for the park. for the second Saturday in November Connie Hoeft, owner of CR each year, provides a focus for retailers’ Toys in Kearney, Nebr., found a seasonal promotions and a platform for way to use the store’s charitable tiereminding customers of the convenin to get powerful media coverage ience, value, and benefits of shopping of Neighborhood Toy Store Day in U.S. Marine Dave Swanson thanks customers for their support of Toys for Tots local. ASTRA gives its members a free her store. For every $10 that a cusat CR Toys on Neighborhood Toy Store Day, held this year on November 13. guidebook to walk them through the tomer spent, she put $2 cash in a mechanics of mounting a successful Neighborhood Toy Store Day that is tai- glass box for Toys for Tots at the time of the sale. “The response was amazlored to the needs of each market and the personality of each store. ing!” reports Hoeft. “We had three Marines in uniform—representing Toys To increase visibility of the event, ASTRA recommends that the retailer for Tots in our area—posted outside our store collecting toys, and we got link to a local charity. The notion fits with the values of locally owned stores publicity for it on our local television station and radio station.” At the end and can become a catalyst for participation and sales. of the day, one of the Marines and his wife went around the store and picked out toys to purchase with the donation made by the store. ONE IN FOUR RETAILERS REPORT ARRANGEMENTS WITH A CHARITY. Note that all the creative tie-ins that were discussed above happened durIn a quick survey of participating retailers, one in four reported that they ing the very first time ASTRA celebrated Neighborhood Toy Store Day. It’s a featured some sort of charitable activity on Neighborhood Toy Store Day. great start, and we look forward to strengthening and expanding the ways that The most common programs were the designation of a percentage of the ASTRA retailers support their local charities in the years to come. ●

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WHAT’S NEW

CHARISMA is launching a new play baby doll collection for children ages 1 and older, the Adora Playtime Dolls. The 12-inch Adora Playtime Dolls come in five skin tones and eye combinations. With lifelike features, such as a silky smooth body, a bean bag-weighted bottom, and sculpted faces, the collection can be accessorized with a range of 12 accessory SKUs. All Adora dolls have a fresh baby powder scent. The dolls were sculpted in the Adora studio and are hand-crafted; each face has been hand-painted and each costume is individually sewn.

EITECH’s brick-and-mortar construction kit line Teifoc is now available in the American specialty toy and hobby market. Teifoc sets incorporate real, reusable miniature bricks. Each set includes an architect-like trowel to help lay soluble sand and corn-extract-based mortar on brick. Once the brick is layered, which can be done in a few hours, it dries overnight. Sets can be reused by soaking the model in water, drying the bricks, and starting again. Available products include schools, houses, castles, and watermills, with hundreds of pieces in each set.

TEDDE is setting out to reinvent the traditional teddy bear with fresh, modern designs and personality. Each Tedde, targeted to kids ages 3 to 13, has its own persona, such as Bill who likes homemade guacamole, breakfast for dinner, the microblog Tumblr, and “getting his yoga on,” and Franc who recently realized there’s an alternative to living outdoors and doesn’t even bother to fish—he just orders groceries online. Other Teddes include Bot, Tiki, Carnival Bear, Scare Bear (who has two sides), Herman, Gladys, and the traveling Rainbow Bunch. The company also has Tedde Bear Makeover Pillows and Tedde City Bear Pillows. Franc Tedde

BABY ASPEN’s My Little Night Owl Five-Piece Gift Set is part of the company’s new 2011 collection. The set includes a large, plush owl rattle; a plush “crinkly” tree; a canvas door hanger, which can be personalized; and a matching love blanket, all presented in a lined, wicker gift basket for hassle-free gifting. The set also matches the company’s new My Little Night Owl Snuggle Sack, made from 100 percent cotton with plush velour outside and featuring a zippered bottom and snaps at the shoulders on a gift-ready theme hanger. My Little Night Owl Five-Piece Gift Set

NOVEMBER/DECEMBER 2010

SPECIALTY TOYS & GIFTS

Sustainable Green Stores Toy Retailers Take Lessons from Mass Merchants to Capture Environmentally Conscious Customers

by Rudolph E. Milian, senior staff vice president, director, professional development services, International Council of Shopping Centers

oy retailers can take a “green” cue from food and mass merchants in catering to young families. Toy customers are typically young families whose children have the most to gain or lose from how the present generation preserves or squanders the environment. Some retailers looking to attract young families with children are creating a green-built environment for the family to shop. One example is the Harris Teeter supermarket, which built one of its stores in South Carolina to Leadership in Energy and Environmental Design (LEED) standards. The store, which is located in Rivertowne Place in Mount Pleasant, opened on June 23. The 35th largest supermarket chain, Ruddick Corporation, parent of Harris Teeter, ensured that the materials used during construction conformed to LEED standards. More than one-fifth of all building materials were manufactured regionally (within 500 miles of the store), and 95 percent of all construction waste was recycled. Additionally, half of all wood used during construction came from certified sustainable forests. Harris Teeter also encouraged shoppers to be green during the grand opening festivities by having its Harry the Dragon mascot character interact with children, encouraging their parents to purchase reusable shopping bags and offering shoppers convenient recycling stations. This trend exemplified by Harris Teeter is quickly spreading from coast to coast. Sprouts Farmers Market opened its first LEED store the same week in Culver City, Calif. Last year, the McDonald’s on Kildaire Farm Road in Cary, N. C. opened a restaurant built to LEED specifications. To boast its green commitment, this McDonald’s placed a large sign proclaiming the Kenyan proverb, “Treat the Earth well. It was not given to you by your parents. It was loaned to you by your children.” The restaurant features energy-saving fixtures such as Solatube lights, which provide natural lighting that helps it consume one-fourth less energy than a standard McDonald’s. Its water conservation equipment in restrooms and the kitchen help this McDonald’s save more than half a million gallons of water per year. In the parking lot, McDonald’s installed bike racks to encourage alternative transportation and charging stations for fuelefficient electric vehicles. However, among the most important building features to families is the assurance of clean indoor air quality (IAQ) material, which McDonald’s incorporated into the building’s interior design, including low-VOC (volatile organic compounds) materials, petroleum-free finishes, and

SPECIALTY TOYS & GIFTS

recyclable furniture. IAQ is important to minimize the risks that affect the health and comfort of building occupants. Microbial contaminants (mold and bacteria); chemicals (carbon monoxide and radon); organic gases or VOCs (paints, lacquers, paint strippers, cleaning supplies, pesticides, chemicals used in office supplies and equipment, such as copiers and printers, correction fluids, craft materials including glues and adhesives, permanent markers, and photographic solutions); allergens (dust, pollen, and pet dander); and other poor air quality factors, such as tobacco smoke, can compromise indoor air quality. Children, the elderly, and immunity-deficient adults are particularly vulnerable to substandard IAQ.

Building Greener Stores Interest by North American retailers to preserve the environment and natural resources for future generations—as well as lower their high operating costs of energy and water consumption—is leading many retailers to concentrate on building greener stores according to green building standards, promulgated by the LEED green building rating system of the U.S. Green Building Council, which emphasize:

Sustainable Sites This includes stores in densely populated areas with access to public transportation, sites favoring stormwater quality and quantity control, pollution prevention during construction, effort to protect and restore habitat while promoting open-air spaces, and minimizing light pollution and heatisland effect on roof, parking, and other horizontal dark surfaces.

Energy and Atmosphere This includes commissioning of the building’s energy systems with required levels of energy performance optimization, on-site renewable energy, and use of green power intended to conserve energy and minimize the release of greenhouse gases into the atmosphere.

Water Efficiency This includes installation of water-efficient landscaping irrigated without potable water, innovative wastewater technologies, and proven methods of reducing water consumption such as low-flow fixtures in restrooms.

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Materials and Resources This includes storage and collection of recyclables, building reuse (such as retrofitting a vacant store without having to completely demolish it), properly managing construction waste, recycled content and materials reuse, use of certified wood and rapidly renewable materials extracted, processed, and manufactured regionally.

Indoor Environmental Quality (IEQ) This includes minimum acceptable indoor air quality (IAQ) during construction and the store’s operations phase with increased ventilation and outdoor air delivery monitoring, environmental tobacco smoke control, low-emitting materials, such as adhesives, sealants, paints, coatings, carpets, composite woods, and agrifiber products; controlling chemicals and pollutants systems, such as lighting levels and thermal comfort, and promoting daylight and views of the exterior. Children’s organ systems are growing and developing. Accordingly, they may be more susceptible to toxicological effects of impurities found ordinarily in the indoor-built environment by coming into contact with contaminated surfaces or breathing poorly circulated contaminated air. The thirst for retailers to be green does not stop with the building envelope and store interior. It goes to the merchandise they sell and how that merchandise is created, packaged, transported, consumed or used, and ultimately recycled back into the natural environment. Many retailers are sourcing products for children that address their parents’ concern for safety and promote their well-being, and manufacturers are responding with increasing numbers of eco-friendly toy lines made from natural materials such as wood and cotton, manufactured with recycled and biodegradable materials, and using non-toxic paints. Toys “R” Us, the Wayne, N.J.-based giant toy retailer operating more than 1,560 stores in 33 countries, launched a line of environmentally friendly toys on Earth Day 2008. The line consisted of natural wooden toys, natural cotton plush animals, and organic cotton dolls. The toys came packaged in earth-tone colored boxes that bear a green reversed “R” logo with a green leaf, encircled by the words “Recycle, Renew, Reuse, Re-think.” Toys “R” Us has also added some toys decorated using a wood-burning technique bearing the Forest Stewardship Council logo and others made of organic cotton, which are colored using water-based dyes made with unprocessed, unbleached, and untreated cotton. Some of these toys have packaging that is made from no less than 70 percent recycled material. Packaging is important for retailers to function sustainably and mass merchants such as Minneapolis-based Target Corporation and Bentonville, Ark.-based Walmart Stores, Inc. are working with their vendors to reduce merchandise packaging. (The NPD Group/Consumer Tracking Service estimates that mass merchants such as Target and Walmart generate almost 60 cents of every retail dollar spent on toys in the United States, a figure

NOVEMBER/DECEMBER 2010

hovering around $21.5 billion). Walmart, the world’s largest retail chain and the dominant seller of toy products in hundreds of markets, has put its suppliers on notice that they have to reduce their bulky packaging, because it ends up wasting energy to transport and store on their shelves and ultimately ends up as landfill waste after the consumer discards it. As a result, Walmart is working with its suppliers to develop sustainable solutions to product packaging and the retailer has been keeping track of each vendor since 2008 using a scorecard that measures progress. With its proprietary packaging scorecard, Walmart has collected packaging information on approximately 329,000 stock keeping units (SKUs) carried in Walmart stores and more than 11,000 of the items it collects information on at Sam’s Club. Armed with that data, Walmart hopes to determine the packaging reduction chain-wide over the benchmark period. The retail giant’s goal is to reduce packaging in 2013 by 5 percent worldwide using 2008 as the baseline year. However, Walmart is optimistic the chain will be packaging-neutral by 2025. The smaller the package, the less it will take to transport it from Walmart’s distribution center and the less space it will take to store it throughout the supply chain. This means less energy to transport and less space to store. Wasted energy is among the key concerns of sustainability because traditional energy-using fossil fuel is not renewable, and, through combustion of the fuel, it produces energy while releasing greenhouse gases that pollute the earth’s atmosphere and are widely blamed for climate change. Because of these highly publicized concerns, people are more environmentally aware today than ever before. Green initiatives are here to stay. Kermit the Frog’s character sang (as a voice-over by Kermit’s creator, puppeteer Jim Henson) “It’s not easy being green” for the first time in 1970 during the first season of the children’s television program Sesame Street. The character was not referring to environmental issues that have taken new significance over the years. “Being green” means something different today. Green is the color that has become synonymous with environmental sensitivity and it is now widely accepted in today’s culture. Four decades later, Kermit would be happy to know that it is much easier for everyone— and getting easier every day. ●

Rudolph E. Milian, SCMD, SCSM is the author of Green Tactics from Retailers and Shopping Centers and The RetailGreen Agenda: Sustainable Practices for Retailers and Shopping Centers. Milian oversees industry best practices as senior vice president of the International Council of Shopping Centers (ICSC). He is responsible for all programs and services relating to professional education, certification, periodicals, and textbooks domestically and abroad. Milian’s shopping center career spans more than two decades, having previously held positions in on-site, regional, and corporate shopping center marketing and management, as well as director of advertising for a retail chain.

SPECIALTY TOYS & GIFTS

Eco-Friendly Toys Being “eco-friendly” has a lot of meanings in today’s marketplace. Some of the toys shown here are made from recyclable, sustainable materials, some use non-toxic inks and minimal packaging, and others simply promote a green message to kids.

Power House, from THAMES & KOSMOS, is all about sustainable living in the 21st century. Kids ages 10 and up can build the Power House and then conduct experiments in and around the house to learn about alternative energy and sustainable living. Power House provides a comprehensive overview of the many forms of alternative energy, and makes environmental protection and energy conservation issues tangible with hands-on models.

From the UK, the Save Our Friends range of luxury soft toys is designed to raise awareness and funds for the plight of critically endangered species that live in the world’s most threatened habitats. For each item sold, a contribution is made to a wildlife charity. Each Save Our Friend Cuddy Toy arrives in recycled packaging designed to educate and comes with a set of five endangered animal postcards. Save Our Friends is currently looking to partner with a U.S. distributor.

Global Green Pals is a group of five doll pals from around the world who are bound together by their passion for the environment. Each doll has its own eco-mission that introduces children to an important environmental topic. The first series of Global Green Pals includes Carbon Offset Chet, Clean Air Kate, Pani Rani (which means “Water Princess” in India), Pink Coral Laurel, and Recycle Kyle. Each doll provides kids with simple, but important steps they can take to become greener citizens and do something positive for the world around them. Global Green Pals are handmade in Sri Lanka from organic cotton, low-impact dyes, and 100 percent post-consumer PET bottle stuffing. A portion of each Global Green Pals purchase goes to an environmental organization.

SPECIALTY TOYS & GIFTS

NOVEMBER/DECEMBER 2010

BLUE ORANGE GAMES introduces Tell Tale to its line of eco-friendly games. Using cards with a variety of images ranging from the charming to the ordinary, encompassing a range of situations, players take turns or team up to improvise a story. Six quick family games are included in this tin. Tell Tale includes 60 cards, and is designed for 3-8 players, ages 5 and up. Blue Orange plants two trees for every tree used in the creation of its games.

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GREEN TOYS’ Fire Truck is the world’s greenest emergency vehicle. Constructed from 100 percent recycled plastic milk containers, the Green Toys Fire Truck has a super-eco design with no metal axles. The 10.5-inch by 6.25-inch by 7.5-inch truck is the perfect size for pushing and rolls to the rescue both indoors and out. The 9.25-inch roof ladder pivots vertically and rotates 360 degrees. Two removable, 4.75inch ladders slip easily into slots on the truck’s sides when not in use. All Green Toys products contain no BPA, phthalates, or PVC, and are packaged using 100 percent recyclable materials.

SPECIALTY TOYS & GIFTS

AURORA WORLD, INC. and National Wildlife Federation (NWF) will produce plush characters based on NWF’s new animated television series, Wild Animal Baby Explorers. The series, distributed by American Public Television, is based on the preschool magazine, Wild Animal Baby. It comes to life with a combination of 3Danimated characters and high-definition, liveaction footage. The plush animals, based on the furry animated stars of Wild Animal Baby Explorers, will include Sammy the Skunk, Miss Sally the Salamander, Benita the Beaver, Skip the Rabbit, and Izzy the Owl.

TEGU has re-invented the wooden block by inserting hidden magnets that allow the blocks to connect in a new way. Tegu’s blocks are sustainably sourced, made from ecofriendly Honduran wood. Tegu provides for tree planting, child education, and holistic employment in Honduras. The blocks are made with a waterbased lacquer finish.

MARY MEYER presents the Fuzz That Wuzz 2.0 collection. This new generation of Fuzz That Wuzz earth-friendly toys are even softer and more durable than before, but are still made from 100 percent post-consumer recycled plastic. Recycled plastic is washed, crushed, and then chopped into flake, which is melted and then extruded to create fiber. The fiber is then processed into fabric.

The BEKA Walker is a fully assembled wood cart primarily intended for indoor use. Attach the upright handle to create a sturdy, natural hard-maple “walker” that toddlers can load up and push around. A Baltic Birch top is an optional accessory that may be ordered with the basic walker. Dimensions of the wagon with its wooden wheels are 12.25 inches wide by 6.5 inches high by 19 inches long. The upright handle parts are 19 inches long. The walker is recommended for ages 3 and up.

SPECIALTY TOYS & GIFTS

The Eco Recycling Game, from PLAN TOYS, includes four recycle bins and figures, dice, a play mat, and 16 pieces of recyclable waste. Whoever has no recyclable waste at the end of the game is the winner. Designed for one to four players, the game teaches children how to save natural resources and energy by keeping dangerous materials out of landfills and incinerators. It helps children to think about where materials end up, and to develop a sense of enthusiasm for recycling.

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SPRIG TOYS’ Soarin’ Sea Plane includes an Adventure Seaplane, an Adventure Guide, an Adventure Hat (interchangeable with other characters), and a pelican. Sprig’s toys are eco-friendly and batteryfree. Kid-powered Sprig toys harness the natural kinetic energy of push-andpump action play to generate electronic features. Kids are rewarded for their efforts with lights and sound. Sprig toys are molded using Sprigwood, which is a durable, child-safe, bio-composite material made from recycled wood and reclaimed plastic.

BOIKIDO Eco-Friendly Wooden Toys are made of Forest Stewardship Council (FSC)-certified wood that is monitored and comes from managed plantation sources that meet the FSC standards of biodiversity, ecological, and productive processes without disturbing the eco-system. The products are painted with non-toxic, waterbased paints and packaged with recycled cardboard that is printed with soybean ink, certified by the American Soybean Association (ASA). Wooden Shape Sorter Tina is double-sided and comes with six shapes sized for little hands. One side helps little ones hone fine motor skills by pushing a triangle, square, and circle into her shell. The other side is for the more unique shapes, including a carrot, mushroom, and smiling lettuce.

SILVERLIT’s My Future World allows kids to create their vision of tomorrow’s world. Each play set, including My Green Garage, My Fire Station, and My Police Station, can be connected to build the ultimate My Future World. Themes for the sets emphasize clean energy, safety, and protection. Each set comes with an educational booklet so kids can play and learn.

Like all RINGLEY teething products, the Sun is made with 100 percent certified organic cotton terrycloth, an effective and safe surface for babies to teeth on. It’s also made with untreated Maple wood, which is renowned for its antibacterial properties and is a strong and safe wood for children to suck on. The Sun gives teethers a number of textures and options to chew on; it’s made with Velcro, making it easy to machine wash; it’s dye- and BPA-free, and it contains no PVC or parabens.

EARLY RIDER provides a new platform for developing a child’s balance, motor skills, and confidence, and is designed for kids as young as 1 year old. Available in natural or pink, the Early Rider is made from FSC-certified, marine-grade birch plywood.

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WILD CREATIONS introduces Poo in a Box. Yes, really. This nutrient-rich animal dung comes from an elephant, reindeer, or rhinoceros. From the Natural History Museum, the Poo in a Box begins at a British zoo or safari park and is treated to be germ and odor free. Kids can sow the seeds, water the cardboard box, and watch the plants grow. Poo in a Box comes in three styles: Elephant poo with Christmas tree seeds, Reindeer poo with rose seeds, or Rhino poo with a banana tree seed.

Zooops—Safari Edition, from IMAGIPLAY, is an 18-piece set of three-piece animal blocks that had a bumpy ride on their way to the zoo and need to be put together again. Kids can put the animals back together or use their imaginations to mix and match and invent some new ones. Kids can build hundreds of animal combinations, or play one of the many included games. Each piece is handcrafted from plantation-grown Rubberwood, an eco-friendly hardwood, and painted with water-based, non-toxic paint.

Organeco Blocks, from HAPE, are made entirely out of bamboo, but are hollow. That means that these oversized blocks are light and easy to play with. Even the smallest of children will be able to bring their creations to life with ease. The 25-piece set includes a variety of six cubes, nine rectangle shapes, two cylinders, two semi-cylinders, four triangular prisms, one cross, and one bridge-shaped block.

The MIYIM Nursery Collection features eco-plush infant sensory toys and a matching mobile in neutral tones. The collection is made with Certified Organic cotton fabric and colored with the PureWaterWash process, which uses plants and minerals mixed in soy water for the dye bath. After the coloring process, the water is purified with natural enzymes before it is released back into nature. The miYim Forest Mobile features simple, soft shapes—a tree, bird, and owl—in green, orange, and yellow. Embroidered brown limbs decorate the soft green-andwhite top of this classic mobile, which measures 23 inches.

Pure-Nature Cotti is a line of eco-friendly plush baby and toddler toys from HABA that is made using Öko-Tex certified materials. The line includes soft toys, pulling toys, and a Soothing Sheep Cotti filled with Spelt seeds that can be warmed or cooled for baby’s comfort. The fabrics used in the Pure Nature line are produced in accordance to the Global Organic Textile Standards (GOTS), which ensures the use of raw materials that are safe not just for children, but also for the environment.

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MEDIA CENTER Aloha, Hawaii!

Kid’s Got (Yoga) Moves

In Deborah Poppink’s—a.k.a. DidiPop’s—new CD entitled DidiPop Goes to Hawaii, the well-traveled singer invites listeners to join her on a vacation to Maui, inspired by her own visits to the Aloha State with her family. The TREETOP RECORDS album explores all the aspects of a trip to Hawaii, from the plane ride (“Wowie Gazowi”) to the beaches (“Kapalua Bay”) to reading road signs and trying to pronounce the words (“The Hawaiian Alphabet Song”). Co-produced by Deborah Poppink and indie producer and musician Brad Jones, the album encourages listeners to dance, sing, and feel the Hawaiian spirit.

MOVE WITH ME ACTION ADVENTURES introduces the new “Scooter and Me” series. Developed by Wendy Piret and Liz Bragdon, this nine-part DVD series combines stories with movement while teaching self-regulation skills. Pizza Party is a complete follow-along yoga class for children ages 3 to 7. It offers five-, seven-, and 20-minute activity options. Participation requires no extra equipment or supervision, and enhances coordination, gross motor skills, balance, strength, focus, and fitness. Two more Yoga Playgrounds DVDs will be available in 2011.

The World Is Your Canvas

The Wolf Tells the Truth

From ELECTRONIC ARTS’ Bright Light studio premieres Create, an open-ended game of puzzle solving and world creation. Players of all ages can solve level-based challenges using hundreds of objects in order to unlock rewards and further customization options. Once a puzzle is solved, it can also be uploaded to the Create website for others to download and enjoy. Create is available for the PlayStation 3, Nintendo Wii, Xbox 360, PC, and Mac OS X platforms, and can be played with the PlayStation Move and Nintendo Wiimote.

Alexander T. Wolf explains that it was all a big misunderstanding in SCHOLASTIC STORYBOOK TREASURES’ new DVD, The True Story of the 3 Little Pigs! ...and More Animal Adventures. In the adaptation of Jon Scieszka’s story, illustrated by Lane Smith and narrated by Paul Giamatti, the wolf tells his side of the classic fable, straight from his own mouth. The 62minute (plus extras) DVD also features four other animal tales (“The Pig’s Wedding,” “Wallace’s Lists,” “Henry Builds a Cabin,” and “This Is the House That Jack Built”) and has readalong captioning.

NOVEMBER/DECEMBER 2010

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Getting a Read on Children’s Publishing NEW

AND

UPCOMING BOOKS

KIDS

Rope ’Em!, by Stacy Nyikos and Bret Conover, tells the story of Scout and Virgil—the O.K. Coral’s best cowhands. Scout could herd any type of fish and Virgil could rope and tie one in six seconds flat. One day, trouble arrived: Barrier Reef Bullface. The bullshark had mischief on his mind and fish in his belly and no one was going to stop him, at least individually. In the KANE MILLER BOOKS title, Scout and Virgil must work together to rid the bully from their town.

Lola is back at the library in Lola Loves Stories by Anna McQuinn, illustrated by Rosalind Beardshaw. The sequel to Lola at the Library, the CHARLESBRIDGE PUBLISHING book tells the story of Lola, who loves to go to the library with her dad. Every night she reads a new story and on the next day she acts it out. From a fairy princess to a tiger to a pilot, there’s no telling what Lola will become next. The book introduces kids to the days of the week, encourages using imagination, and celebrates reading.

In Three Hens and a Peacock, life on the Tuckers’ farm was pretty ordinary, until the day that peacock showed up. The glamorous visitor suddenly begins attracting customers, and the three hardworking hens protest. To keep the peace, the wise old hound dog suggests a swap. PEACHTREE The PUBLISHERS story, written by Lester L. Laminack and illustrated by Henry Cole, reveals what happens when the animals decide to trade roles and discover just how hard it is to do someone else’s job.

SPECIALTY TOYS & GIFTS

FOR

BLUE APPLE BOOKS introduces Counting Chickens, a children’s counting book that features 23 mobiles by Flensted. The 36-page, illustrated book features story problems to solve on each page from counting birds in the sky to counting by twos or threes. Plus, each page features extra credit problems, such as addition or subtraction. Distributed by CHRONICLE BOOKS, the book’s text is written by Harriet Ziefert and the embossed, raised illustrations are by Flensted.

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In Ladder to the Moon, Maya Soetoro-Ng, sister of President Barack Obama, tells the story of little Suhaila who wishes she could have known her grandmother. One night, Suhaila gets her wish when a golden ladder appears at her window and Grandma Annie invites Suhaila on a magical journey. The lyrical story, published by CANDLEWICK PRESS and illustrated by Yuyi Morales, was inspired by the siblings’ late mother and her love for family and service. The book reminds readers that loved ones lost are always with them.

APPLE PARK’s organic plush come to life in the company’s first book about the characters, The Apple Park Picnic Pals. The readaloud book follows the characters—Monkey, Lamby, Cubby, Bunny, and Ducky—as they share, enjoy the outdoors, and try new things together. Featuring rhyming text and colorful illustrations, The Apple Park Picnic Pals initiates a conversation about environmental responsibility and is printed on 100-percent recycled paper with soy ink.

KLUTZ co-founder John Cassidy teamed up with Brendan Boyle from IDEO Toy Lab to write The Klutz Book of Inventions, a compilation of 162 contraptions that don’t exist as actual products but maybe should. From the password-protected stapler (so no one steals it off your desk) to the pizza spinner (which decides who gets the last slice), the 200-page book aims to teach readers how to think like an inventor and to not fear failure. After all, every product started out as an idea.

Kids can join the Three Little Mermaids as they have an underwater tea party. The sparkling, touch and feel novelty book teaches kids counting skills and features pull tabs. Three Little Mermaids is written by Mara Van Fleet and published by PAULA WISEMAN BOOKS, an imprint of Simon & Schuster Children’s Publishing.

Author Corinne Humphrey tells the story of Rudy, a canine rescue who found love and a happy home with her, from the doggy’s point of view. Shoot for the Moon: Lessons on Life from a Dog Named Rudy, published by CHRONICLE BOOKS, is an inspirational narrative that encourages readers to take a leap and shoot for the moon. The story’s words are accompanied by images of Rudy following his dreams.

NOVEMBER/DECEMBER 2010

Big Cat, Little Kitty, written by Scotti Cohn and illustrated by Laurie Allen Klein, compares and contrasts big cat predators that roam the world to little pet kitties that chase a ball of yarn. The sequel to One Wolf Howls, the SYLVAN DELL PUBLISHING book introduces children to the days of the week as they travel to seven different habitats across the globe.

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TUNDRA BOOKS is bringing The Adventures of Cosmo: Our Hero of the Environment, a book series by Patrice Racine, to the U.S. in English. The series follows Cosmo, a dodo bird who was born on the island of Mauritius. Around 300 years ago, dodos became extinct and now Cosmo is the last of his kind. Since he knows firsthand the toll that people can take on the Earth’s species, he becomes a champion of the environment.

FIERCE FUN TOYS, LLC, the maker of 10-inch plush animals that make silly sounds, has released a new edition of Norman PhartEphant: A New Day, complete with a page of stickers. The 32-page picture book tells the story of Norman, a young African elephant adopted by a U.S. zoo. The change in environment has also caused a change in the elephant’s diet and he has become a very gassy animal. Although Norman has an unsettled tummy, he explores his new home, makes a new friend, and learns about geography and culture.

Award-winning artist Bob Staake creates a zany, interactive seek-and-find adventure in Look! A Book!. The title, pubLITTLE, lished by BROWN BOOKS FOR YOUNG READERS, takes kids on a wild hunt for a variety of hidden items in elaborately illustrated landscapes.

ZONDERKIDZ, a division of the Christian children’s communications company Zondervan, is introducing a new rhyming book, If I Were A Mouse. The book, written by Karma Wilson and illustrated by Marsela HajdinjakKrec, takes readers into the imagination of a child who dreams of what life could be like as different animals. From a mouse living in a tree house to an owl soaring through the sky and more, he learns that there is nothing more beautiful than what God created him to be.

Using creative alliteration and his signature Manga-style artwork, author and illustrator Simon Basher re-imagines the alphabet in ABC Kids, published by KINGFISHER. Each spread features a letter, a friend, and an imaginative action. From Arthur—whose angry ant ate apples—to Maude— whose mean monkey makes marvelous milkshakes—to Zack—who zaps zeppelins—each page stirs kids’ imaginations while teaching letter recognition.

Eebee stars in a new adventure in the first lift-theflap book from EVERY BABY COMPANY. Clean-Up Time follows eebee and babies playing with household items, from cups and bowls to socks and shoes. Kids can then lift the flaps to see where each item goes. After clean-up time is accomplished, the story ends with a big “thank you.” The story is written by Susan Knopf and published by STERLING PUBLISHING.

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Fabulous Franko and His Fabulous Toys is a story in six stanzas of rhyming verse about a fabulous guy named Franko and his even more fabulous imagination. Franko uses his imagination to invent new vehicles— which he calls his “special toys”—for his many adventures. Although he crashes often, Franko keeps dreaming. Published in the U.S. under license by THINK-A-LOT TOYS, the book is written by Jane Matlock and illustrated by Kate Seeley.

In Freddy Teaches Confidence, main character Freddy teaches three children how to overcome their fears of defeat by visualizing achievement. Through magic and fun, Freddy teaches that kids can overcome their fear of failure by taking a few minutes every day to practice their desired achievements in their minds. Accompanied with the book are cut-out glasses for each child to use while he or she “visualizes.” The FREDDY & FRIENDS, LLC book is written by Andrea Abraham and illustrated by Kristin Boutin.

Scaredy Squirrel, the loveable worrywart, is back in another adventure, Scaredy Squirrel Has a Birthday Party. In the book, by Mélanie Watt and published by KIDS CAN PRESS, Scaredy never plans big birthday parties and would rather celebrate his day quietly (and alone) in the safety of his nut tree. But, when his plans are thrown up in the air like confetti, will Scaredy play dead and cancel, or will he face the music?

Kushka, The Dog Named Cat is a story about a dog, Kushka, whose name means cat. Have you heard anything as silly as that? In the 32-page illustrated book, written by Eli Kowalski and illustrated by Jim McWeeney, readers follow the white Maltese dog, who thinks that she’s a cat, in her daily routine of fun, from morning to bedtime. The book is published by SPORTS CHALLENGE NETWORK.

Froggy Boots Go With Everything, by Jill Zabkar Martin, follows a boy and his inseparable love for his froggy boots. The JZM MEDIA-published book, illustrated by Kirsten Gaede Van Mourick, includes simple phrases and colorful images throughout the boy’s activities, which feature his froggy boots as the main prop. In every scene a little frog finds his way into the scene, and at the end, kids can play a “Can you find?” game that helps with recognition skills.

In Upside-Down Pete, by Duane King, Pete does everything upside down from signing with his feet to communicate with deaf people to propping his feet on the pillow at bedtime. One day, a doctor comes to town and offers to “fix” Pete and turn him right-side up. Now, Pete’s world looks upside-down! The book, published by CREATESPACE, teaches kids the importance of accepting all kinds of people and offers discussion questions for teachers and parents.

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They’re a Blast from the Past! The Toy Book Takes a Look at:

Retro Toys

KatJan, Inc. introduces the Lennon Sisters County Fair Paper Dolls. This is an exact reproduction of a set of Lennon Sisters paper dolls originally introduced in 1963. There are 84 pieces of retro clothing in the book. The books also have County Fair scenes printed inside and on the back.

Applause by Russ has created vintage-inspired Raggedy Ann and Andy 95th Anniversary Dolls that harken back to the illustrations from the earliest Raggedy Ann books by Johnny Gruelle, who created Raggedy Ann for his daughter, Marcella, in 1915. The Anniversary Raggedy Ann closely resembles the character from the 1930 Raggedy Ann in the Deep, Deep Woods: rich, burnt-red hair (as opposed to the contemporary fire-engine red) tied in a bow, white-gloved hands, an outline around the eyes, and a more muted color palette.

To mark its “berry sweet” 30th anniversary, the Strawberry Shortcake brand will release a special-edition collector’s set that includes replicas of three original characters. Strawberry Shortcake, Raspberry Tart, and Orange Blossom are outfitted in their classic fruit-themed pinafores and bonnets and emit that memorable fruity scent. The set comes with a comb and commemorative postcard.

54 • THE TOY BOOK

Schylling reenvisions the classic roly-poly chime ball with vintage illustrations and an ABC theme. When the ball is rocked, it produces a chime sound and sweet tin animals bobble back and forth. The Chime Ball measures six inches in diameter, is made of tin and plastic, and is intended for ages 6 months and older. No batteries are required.

NOVEMBER/DECEMBER 2010

What Can the Toys of the Past Teach the Toys of the Future? by Peter Wachtel, aka “KID Toyology”

rom a retail, design, marketing, and branding perspective, we need to rethink what, when, why, where, and who toys are made for, as well as how they are sold and played with. My father once told me when I was young that “there is always someone bigger, stronger, and faster than you.” I thought about this for awhile and said, “Yes, but not all at the same time.” Meaning there may be someone that is bigger than you, but not as fast, or someone who is stronger than you, but not as big. The same philosophy can work for the toy industry. You may not be the biggest, strongest, or the fastest, but if you try your best at everything you do, as well as innovate, you will succeed. The best qualities to have are creativity, market knowledge, and experience. Creativity is king—the rest can be learned. Whatever is around you is worthy of exploration to fuel your creativity, and toys need to change with the times.

Toys of the Past and the Future Look at the toys of the past and study their play patterns, simplicity, and core outcomes. Consider those elements, and then think of the ways the toys of today are changing: the economy, technology, materials, safety, and the internet, as well as people’s lives, have a great influence on toys. We have the need for more sophisticated toys that really challenge our kids’ imaginations, skills, and knowledge. Toys have become more than just a fun thing to pass the time, but a way to learn, grow, and experience life with a creative, fun, affordable, and reliable toy. In the past, a toy would take up to two years to take to market. Now, toys are conceived, designed, manufactured, and distributed within six months. Factors that contribute to this include safety, style, play value, manufacturing, retail distribution, cost, and brand awareness. Toys are a “starter kit for life,” and creativity is a form of intelligence. Combining the past, present, and future knowledge of toys with the needs and wants of the consumer and the economy is key. The history of toys is made

56 • THE TOY BOOK

up of many contrasts and is somewhere between the needs of the consumer (kids), the cost and design of the product, and the retail environment. We have the technology, the ideas, the costing, and the retailers—all the ingredients— to thrive. The secret is finding a way to combine them all together.

What We Can Learn and Do Toy companies and retailers need to think like kids, parents, designers, marketers, retailers and educators because toys of the present will soon be toys of the past. Think hard about what you do, and focus on your strengths. For example, if you make great action figures, games, vehicles, etc., focus on your core strengths and innovate, create new business, and expand from there. Branch out, keep your basics, but add that special “magic.” The “magic” being that special feature that makes the toy come to life and gives it that “wow” factor. There is an emotional connection with toys. We all had our favorites growing up, and we all have said at one time or another, “Wouldn’t it be great to re-live the old days?” Take today’s technology and combine it with yesterday’s classic toys and play patterns. You may get a great combination of both a great toy, a following, and perhaps even create our own brand. In any case, if you expand creatively, you will create new business. Some ways of branching out include turning to social media (such as Facebook) to advertise, and creating your own homegrown product with no licenses (even Barbie at one time was a homegrown product). Whether it is a toy, TV show, cartoon, movie, etc., work to make the toy industry grow and reach your consumers. Find a better way to work with suppliers, retailers, and other companies to give what the consumer wants, and to expand our strengths. If what we design, manufacture, or sell has a little hint of yesteryear in it, it will resonate with consumers. Take what people love and trust, add in today’s technology, and then market the pants off of it.

NOVEMBER/DECEMBER 2010

Some of my clients and products I have designed throughout the years:

An Example

fresh, innovative ideas. In the end, the best qualities to have are creativity, market knowledge, and experience. Toys will always be here, we just need to adapt and innovate to expand our business. ■

I was a creative director and designer for a number of big and small toy companies. When the economy shrank, I thought I could just freelance, but that wasn’t enough. I had to reinvent what I did and ask myself some hard questions. The end result was what I was wanting all Peter Wachtel (aka) “KID along: I started my own Toyology" is a creative toy company, KID Toyology, and entertainment designer, and branded/marketed it inventor, and teacher. He has on the internet, on social designed more than 500 networks, in publications, etc. I kept doing what I did best, products for the toy, entertainment, and design education indesign and invent toys, and approached all the companies dustries, many of which can be found at I had worked with in the past, and then moved globally. www.KidToyology.com, and you can follow KID Toyology on I started teaching again, but not in a classroom. I con- Facebook and Linkedin. Wachtel was recently the chair/acadetacted some of the best design schools in the country: Pratt mic director and design instructor at Ai Hollywood for Graphic & (where I started the first toy class in 1993), CCAD, MIT, etc., Industrial Design, and has taught toy design at Pratt Institute, and offered them a toy class that I could teach via Skype Parsons School of Design, and Otis College of Art & Design. (since it would be difficult to commute from state to state). It can be difficult to get the Contribute to what you think would be a good quality to have in right people in all the right places—technoltoys. Take the toy poll: http://polls.linkedin.com/pollogy helps that effort. results/33643/ghajd Basically everything that I have done in the past I rolled up into one focus: to do as much for the toy industry as I could. I’m working on a documentary-style reality show with toy inventing challenges, toy history, toy field trips, toy industry leaders, and kids that vote on the toys. I design, invent, teach, and write about toys, all by taking what I loved and did well, and applied it with today’s technology. What will constitute success in the toy industry moving forward? You must consider the past and apply what works to

NOVEMBER/DECEMBER 2010

THE TOY BOOK • 57

Raising

the Bar

The Domain Name Game by Sanford Frank and Howard Aronson

large number of companies have received emails ostensibly from Asian domain name registrars related to third-party domain name registration requests that have the same name as their house mark or company name. The variations on this theme are endless, but the vast majority appear very similar in content and tactic. The most common variation is an email seemingly from a trademark attorney with “advice” about a third party seeking to register the recipient’s name or mark in specific top-level domain registers (.com, .net, .info, .org, etc.). Such emails direct owners to contact a registrar (or attorney) to prevent an apparent highjacking of their company name or mark on several domain registries—most notably Asian registries. It is a shallow attempt to use paranoia to induce companies to “preemptively” register their own company name or mark on various Asian registries. Such communications are pervasively considered scam and most companies are counseled to ignore, and not reply, to the email solicitation. Once you show an interest, the domains might be registered (oooops!) by the registrar to “block” the fictitious interloper, and you’ll get a follow-up correspondence requesting money to either assign the registration to you or to register the various domains in your name. Their quest is to secure a response—to verify an interest in given names or marks—and then to weave a tale that causes money to be spent to avoid fantasy interlopers from owning your valuable name on a foreign domain registry. Common sense dictates that no public domain name registrar (or related organization) would affect your free independent research to see if an applied-for name conflicts with some trademark or company name in one of hundreds of countries worldwide that register trademarks. And if you needed or wanted your domain registered as a top-level domain in Hong Kong or China, then we suspect you have already taken those steps. If you have not, and are indeed

58 • THE TOY BOOK

interested in domain name registrations in Hong Kong or China, then you are well advised to use a different reputable registrar. The exercise also begs the issue of protecting common typographical errors and close variations in a valuable trademark or name. Ignoring the foreign country aspect of the scam, companies should concentrate on the top-level domains that are presently key to their businesses, and register domain names that are common typographical spellings of the core name to shield third parties from owning the registration. For illustrative purposes, consider the fictional company Goodsight Eyeglass, Inc., which owns GOODSIGHT.com. As “.com” is the primary top-level registry, funds are well spent registering GOODSITE.com (as a common typo) and then GOOD-SIGHT.com, GOOD*SIGHT.com, GOOD_SIGHT.com, GOOD+SIGHT.com, and the like. To add further protection, typo protection could be added to the punctuation extrapolations, e.g., GOOD-SITE.com, GOOD*SITE.com, etc. Most legal counsel believe that no action should be taken responding to such unsolicited emails. If you want to block all top-level domains worldwide with your house mark or company name to avoid third parties from owning a domain with your valuable mark or name (and not even try to block the obvious typographical alternatives), you have an endless quest ahead. ■ Sanford Frank, Esq. has, for the past 26 years, devoted his legal career to providing legal counsel to the toy industry, both as general counsel (Tyco-Playtime and Toymax) and as outside counsel. Howard Aronson, Esq. is the managing partner of Lackenbach Siegel, LLP, an intellectual property law firm having deep, longstanding roots in the toy industry. For further information, please contact Sanford B. Frank at sfrank2@optonline.net or (631) 285-1147.

NOVEMBER/DECEMBER 2010

What’s Missy Kisses and Tells

New

Dena Designs Activity Plush

issy Kissy is a new interactive doll from Designed by Berenguer, a sub-brand of JC Toys. The all-vinyl doll measures 17 inches and features seven electronic features. After starting with a kiss, Missy Kissy will tell nurturers if it’s feeding, burping, potty, diaper, play, or sleepy time. The company has also introduced the 14-inch all-vinyl La Newborn, a doll with a sweet expression and two additional outfits.

ena, of the lifestyle designer brand Dena Designs, and Gund are launching a full range of developmental activity plush toys based on designs from the “happi by Dena” line. The Rahr Count ’N Learn Lion and the Ruff Touch ’N Discover 10inch Dog combine the unique textiles from Dena with Gund’s baby plush designs to help toddlers identify numbers, shapes, colors, and textures. Dena Designs’ “happi by Dena” bedding will be available in the spring.

Playset in a Box

Desk ’Bot Racers

iggin’s new BoxSets feature everything needed for a vehicle adventure, packaged in the wooden play set itself. BoxSets fold open for imaginative play. Kids can set up the tracks to build their world and set out on an exploration with their vehicles. When playtime is over, the pieces can be stored in the compact box. The new BoxSets include Airplanes, Cars, and Trains.

esk Pets International (HK) Limited has introduced Trekbot, a hubless, wheeled micro-robot that races. Trekbots are four-color, four-frequency systems that allow multiple users to explore, race, or battle at the same time using the company’s patent-pending, five-function USB remote control. The ’bot’s angled wheel makes it easy to perform sharp turns, headstands, and full flips, and the built-in USB remote charger allows racers to recharge the robot from their computer.

ZhuZhu Gets Puppies, Princesses, and More

epia, LLC, the maker behind ZhuZhu Pets, is expanding its Zhu-niverse with ZhuZhu Puppies, companions that yip and yap as they scamper and scurry in their play sets. Kids can carry them in a puppy purse, dress them up in six different fashions, and then take the companions home to the Posh Puppy Playhouse. Other new ZhuZhu spinoffs include ZhuZhu Babies, teeny ZhuZhu Pets; ZhuZhu Princess, royal pets that swirl, twirl, and dance; and Kung Zhu Battle Walkers, hamster warriors that move battle vehicles by themselves.

NOVEMBER/DECEMBER 2010

THE TOY BOOK • 59

Industry Marketplace

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Classifieds Playtime Sales & Marketing Co. LLC A Toy Manufacturers Sales Representative Corporate Office 331 Piermont Road Norwood, New Jersey 07648 TEL: 201-784-7727 FAX: 201-784-1912 E Mail: murraybass@playtimesales.com // lensoyka@playtimesales.com The Playtime Sales & Marketing Company, LLC. is a Toy and Electronics Manufacturers sales representative organization. Our prime focus is to represent Toy and Electronics Manufacturers to the Mass Market Retailers. The principals of our Company are Len Soyka and Murray Bass. Our only vocation has been in the Toy Industry. We are dedicated toy professionals. Our geographical areas of sales coverage and accounts include: • NEW ENGLAND…Connecticut North to Maine and Upstate N.Y. Accounts… CVS Drug, BJ’s Whle. Club, Xmas Tree Shops, Benny’s and Ocean State. • N.Y. METRO…N.Y. City and New Jersey. Accounts… Toys R Us and their DOTCOM and Global Divisions, FAO Schwarz, Shepher Distributors and Supermarket Chains. •MID-LANTIC…Pennsylvania, Wash D.C., Northern Virginia and Western Ohio. Accounts…Rite Aid Drug, Group Sales and Lillian Vernon • K mart USA // JC Penney Catalog // Universal Studios Orlando // Gordman’s // Duckwall // Pamida // AAFES // Walmart // Variety Wholesalers • CANADA…Walmart, Toys R Us and Zellers’ We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries.

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NOVEMBER/DECEMBER 2010

Industry Marketplace Classifieds

BUSINESS DIRECTORIES

Place a classified in

2010 Trade Show Directory $39.95 Independent Sales Rep Directory $69.95 Toy Wholesalers & Manufacturers $29.95 1-800-635-7654 www.forum123.com

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Advertiser Index Adventure Publishing............................................................33 ALEX ....................................................................................29 Briarpatch................................................................................5 Carrera of America................................................................21 DuneCraft..............................................................................31 Eastcolight.............................................................................23 Gold Crest Funding...............................................................60 HIT Entertainment ................................................................13 Holdenone LLC/Zippies .......................................................55 Hosung ..................................................................................S9 Interactive Toy Concepts ......................................................19

Maisto .............................................................................17, 64 Playtime Sales.......................................................................60 Pressman Toy ........................................................................27 Regal Logistics........................................................................9 Scratch Art ............................................................................35 Spielwarenmesse/Kallman Associates, Inc.............................2 Sqwishland ............................................................................25 Street Surfing ........................................................................15 TIA ........................................................................................63 Transmonde Marketing Group..............................................61 Wild Creations ......................................................................S2

THE AD INDEX IS PUBLISHED AS A COURTESY. WHILE EVERY EFFORT IS MADE TO BE ACCURATE, LATE ADDITIONS AND CHANGES IN LAYOUT MAY RESULT IN ERRORS OR OMISSIONS.

NOVEMBER/DECEMBER 2010

THE TOY BOOK â&#x20AC;¢

Flashback: November/December 1991 CHILDREN’S TELEVISION WORKSHOP PAVES THE WAY TO SESAME STREET

Werner Schwarz representative of Vedes, Germanyʼs largest toy retailer

From the beginning, a mix of Sesame Street educational toys, books, and games have been licensed by CTW. The first Sesame Street licensed products reached the market in 1970. Licensees benefit from CTW’s commitment to research in making products as safe, fun, and educational as possible, says the company. Virtual complete market penetration of households with children ages 2 to 5 has helped bolster the Sesame Street characters to a remarkable 98 percent recognition rate of all preschoolers.

SEARS OPENS “FUN TRONICS” SECTION Sears, Roebuck and Co. will open new electronic game shops called “Fun Tronics” in 700 of its “Kids & More” departments this month. Fun Tronics will offer an expanded variety of electronic games, such as Nintendo, and also introduce Sega into Sears stores. According to Sears, the department will feature traditional home video game systems, as well as portable handhelds such as Nintendo’s Game Boy. Also, the shop offers accessories and a vast selection of cartridges. The retailer noted that it expects Sega and Nintendo to be the hottest selling toys this Christmas.

Just Toys offers Bend-Ems featuring WCW stars.

HASBRO SLIMS DOWN ITS KENNER DIVISION, AFFECTING 300 PEOPLE Hasbro has announced major plans of reorganization at its Kenner Products division that will result in shutting down production at Kenner’s Oakley manufacturing and distribution facility in Cincinnati, Ohio. The move will affect about 300 employees of the company’s total work force of about 10,000 people. Some of the affected employees are at the company’s Kenner Products division, while 200 are at the manufacturing unit, the company says.

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NOVEMBER/DECEMBER 2010