Vol. 27, No. 1
January/February 2011
Page 60 page 161
A Sneak Peek at Cars 2 Clockwise from top left: Power Rangers: Samurai Deluxe Megazord, from Bandai; WiggleWobblez, from Play Visions; 3-D Cyber Goggles, from Eastcolight; Pikku Pal, from Senario; Barbie ZipBin Clutch, from Neat-Oh!; Captain America CB Radio/Walkie Talkie Set, from Sakar; My Natural Ballerina, from miYim
Page 158
State of the Toy Industry: 2011
I
n 2009, the holiday season turned out better than expected. Weak first-half sales made buyers overly cautious, but consumer demand was stronger than expected, and by the end of December retail shelves were unusually empty. For the 2010 holiday season, the opposite was true. Retail toy sales came in weaker than pre-holiday indications had suggested, with the result that retailers wound up overordering. In this article, I will review how 2010 fared relative to my earlier expectations, and offer my predictions for 2011. I will also suggest that the industry take a good look in the mirror to examine how it approaches the basic task of keeping its products relevant to a rapidly changing consumer base. continued on page 36 by Sean McGowan
State of the Industry Q&A Page 42
page 211
table of contents Published by Adventure Publishing Group, Inc.®
J a n u a r y / Fe b ru a r y 2 0 1 1
Volume 27, Number 1 www.toybook.com
State of the Industry 2011
Keeping Up with the Evolving Consumer Market
Cover; Page 36
Social Media: Consumers Will Be Heard
Page 53
P UBLISHER
jsamet@adventurepub.com
Page 56
State of the Industry Q&A
Social Media: The Great Equalizer Page 58
Page 211
A SSOCIATE E DITOR
Page 254
Elizabeth A. Reid
Understanding Kids: The Key to Creating Products They Are Passionate About
Choosing the Right Business Broker
Page 28
Marketing Memo Page 30
Industry Update
Toy Fair 201 1 Category Guide What’s New Activity & Construction Dolls & Plush Games & Puzzles Boys’ Infant & Preschool
page 60 page 90 page 110 page 130 page 150 page 204
Property Profile: Cars 2
Specialty Toys & Gifts: Page 161
Page 158 Page 262
Industry Marketplace Page 264
Flashback: January/February 1991 Page 268
Darlene Quinn, Reyne Rice, Micah Solomon, Jon Victor P RODUCTION D IRECTOR Anthony K. Guardiola
aguardiola@adventurepub.com P RODUCTION A SSISTANT Yasmin Johnson
yjohnson@adventurepub.com
Page 32
Raising the Bar
Anita Frazier, Mike Handelsman, Sean McGowan, Ali Pohn,
Page 24
TIA Perspectives
C ONTRIBUTING W RITERS /E DITORS
Bryan Joiner, Andy Marken,
Publisher’s Viewpoint Page 26
ereid@toybook.com
Mackenzie Allison,
Page 258
Stat Shot
C HIEF
The Three Types of Consumers
Page 256
departments
IN
jbreyer@toybook.com
Page 252
The Halloween Insider
E DITOR
Jackie Breyer
CES 2011: Get Connected
Page 42
Jonathan Samet
Edi to Lett r’s Pa g e r e S3
s Neagw 4 eS P
Robert Forde
rforde@adventurepub.com
Toy Fair 2011
enter Media C S37
Page S8
Page
Building Customer Loyalty —and Your Bottom Line Page S36
C ONTROLLER /O FFICE M ANAGER
ts S Insigh ’ A R T S A ge S6 Pa
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
Publisher’s
Viewpoint
Predictions, Predictions... Who Has the Crystal Ball?
A
s we plan ahead for 2011 and prepare for Toy Fair, we take a look back at our predictions from the past year to help us gauge the future. We like to evaluate our “batting averages” for the past year, with the hope to hit 1.000 for the upcoming year. What I love is that in baseball you can miss seven out of 10 times and make the Hall of Fame (as well as $10+ million a year). In our business we certainly need a better average of success not only to prosper, but to survive. Annually in our Toy Fair issue, we kick off with our State of the Industry, which opens up with an informative article by Sean McGowan, one of the leading financial analysts covering the toy industry. Sean reviews the predictions that he made last February (What do you think his batting average was?) and then some toy industry trends and predictions for the upcoming year. The prognostication that caught my interest the most was the idea of manufacturing moving from China to other emerging nations. This is one prediction I think we all need to keep our eye on. To complement Sean, we are fortunate to have Anita Frazier of The NPD Group, one of the most trusted market research companies. NPD recently reported that U.S. toy sales increased by 2 percent in 2010, with signs indicating a revitalization looking ahead. NPD also contributes some great charts, including one of my favorites each year (found on page 26), which not only compares the 2010 total U.S. toy industry sales to 2009 and 2008, but also compares the key product categories by total dollars and percent change. This is an invaluable chart that I reference throughout the year. NPD also provides other charts (pages 53-54) that were created via NPD’s new Kids Industry Data Service, which only scratch the surface of the valuable information that NPD has to offer. In fact, if you have never attended
24 • THE TOY BOOK
Jonathan Samet publisher
ToyCon (which has been renamed PlayCon) Anita’s presentation and the charts she shares are always a highlight of this three day conference (outside of drinking Coronas by the pool and networking within the industry). Many of us are still trying to predict what effect social media will have on the toy industry in both the short and long term. We are trying to evaluate the effect and return social media has on consumer buying and loyalty habits versus the amount of time and resources to allocate to it. Many feel that it is comprised of just a “small circle of the same moms” talking to themselves and looking to hit up toy companies for free giveaways and maybe even some funding to say positive things about their company’s products. Others feel that the networking process and influence will only grow and multiply and that they need to devote time and money toward it. We address the issue of social media in the third of a series we have been running, titled Talking Social Media. If you have not been following it, you should (you can always visit our website at www.toybook.com and access digital versions of back issues featuring this series, starting in our October issue). In the world of predictions, no one has a crystal ball on social media, but certainly it is a trend that should not be ignored. My original plan for this column was to go back over the six years of my Publisher’s Viewpoint to look at the many predictions I have made over the years (age compression, e-tailing, gift cards, etc.), but I would have needed more space and as you can see from the size of this issue, it is already jam-packed with great content by our staff and guest contributors. Therefore, I will save the flashback on my own predictions for a future issue. For now, enjoy our February issue and have a great Toy Fair! ■
JANUARY/FEBRUARY 2011
S TAT S HOT Dollar Sales in Billions, U.S. Toy Industry Supercategories Categories
Annual 2008
Annual 2009
Change
Annual 2010
Change
Action Figures/Acc/Roleplay
$1.55
$1.62
4%
$1.37
-15%
Arts & Crafts
$2.60
$2.79
7%
$2.78
0%
Building Sets
$0.88
$1.08
23%
$1.22
13%
Dolls
$2.67
$2.63
-2%
$2.77
6%
Games/Puzzles
$2.35
$2.37
1%
$2.17
-9%
Infant/Preschool
$3.03
$2.97
-2%
$3.20
6%
Outdoor & Sports Toys
$2.74
$2.60
-5%
$2.83
9%
Plush
$1.68
$1.46
-13%
$1.73
18%
Vehicles
$1.91
$1.80
-6%
$1.75
-4%
Youth Electronics
$0.92
$0.77
-17%
$0.56
-22%
All Other Toys
$1.32
$1.39
5%
$1.49
8%
Total Toy Industry
$21.65
$21.47
-1%
$21.87
2%
-
Source: The NPD Group /Consumer Tracking Service
A MAZON . COM
TOP 10 FAMILY E NTERTAINMENT TITLES R ANKED BY T OTAL U.S. U NITS , D ECEMBER 2010
B EST-S ELLING T OYS & G AMES , J ANUARY 2010
1
JUST DANCE 2
WII
2
MICHAEL JACKSON: THE EXPERIENCE*
WII
SYMA S107 R/C HELICOPTER WITH BUILT-IN 11 LEGO STAR WARS TIE DEFENDER GYROSCOPE REMOTE (YELLOW) 12 SYMA S107 R/C HELICOPTER WITH BUILT-IN GYROSCOPE REMOTE (RED) 2 EYECLOPS MINI PROJECTOR
3
DANCE CENTRAL
360
4
SUPER SCRIBBLENAUTS
NDS
3 QWIRKLE BOARD GAME
13 SET GAME
5
JUST DANCE
WII
4 BANANAGRAMS
14 MELISSA & DOUG DELUXE MAGNETIC RESPONSIBILITY CHART
6
WII PARTY
WII
5 THE SETTLERS OF CATAN
15 BEYBLADE METAL FUSION SUPER VORTEX BATTLE SET
7
WHEEL OF FORTUNE
WII
8
JUST DANCE KIDS
WII
6 SCRABBLE FLASH CUBES
16 THE SETTLERS OF CATAN 5-6 PLAYER EXTENSION
9
WIPEOUT: THE GAME
WII
7 NERF CLIP SYSTEM DARTS (36PK)
17 HEDBANZ GAME
UDRAW PICTIONARY
WII
8 APPLES TO APPLES PARTY BOX
18 LEAPFROG LEAPSTER 2 LEARNING GAME SYSTEM (GREEN)
RANK
10
TITLE
PLATFORM
*Includes Collector’s, Limited, Legendary, Bundles (Guitars) Editions
Source: The NPD Group/Retail Tracking Service
26 • THE TOY BOOK
1
9 MY PILLOW PETS LAVENDER UNICORN (18”) 19 TICKET TO RIDE 10 PERPLEXUS MAZE GAME
20 FIVE CROWNS JANUARY/FEBRUARY 2011
Toy Industry Association Perspectives
A SNEAK PEEK AT
2011 TRENDS
by Reyne Rice, toy trend specialist, Toy Industry Association
F
rom toys and games that are technologically innovative to play patterns that engage youth in new and creative ways, each year the American International Toy Fair (February 13-16) debuts thousands of play products that feature the toy industry’s hottest trends. In keeping with tradition, Toy Fair 2011 is set to unveil a fresh batch of trends that are sure to capture the attention of consumers in the months to come:
ACTIVE PLAY Active play, a key trend in 2010, will gain momentum this year as government, healthcare officials, and educators continue to draw attention to healthy living through active lifestyles. New for 2011 are toys and games that “camouflage” the active component—kids are burning calories, but they’re having so much fun they don’t even realize they’re exercising. Many toy and game manufacturers are also building team play components into these games, helping kids to shape their interpersonal skills and collaborative abilities.
MINIATURE COLLECTIBLES Kids gravitate to small collectible toys they can display to their friends, and parents are drawn to these products for their affordability and pennies-per-play value. Pure and simple, collectibles tied to popular television shows and movies, for example, will populate retail shelves in 2011 and keep brand-loyal kids and parents coming back for more.
EDUCATIONAL PLAY Learning through toys and games will reach new levels in 2011. Manufacturers are engaging kids through fun, multiplesensory activities that are designed to foster greater learning retention and improved self-confidence while teaching math, language, science, and robotics. Also in this category are play products that teach important values, manners, and social responsibility. “Green” toys are becoming more prevalent, and eco-friendly products are now being offered at more affordable price points than ever before.
28 • THE TOY BOOK
TECH TOYS The most cutting-edge technologies continue to make their mark on the toy industry. From motion-based, 3-D, and GPSenabled toys, to games and characters that cross over from physical products to apps (and vice versa), technology will continue to be seen as a driving force in the development of exciting new products for kids of all ages.
ENTERTAINMENT TOYS Companies are increasingly turning to transmedia storytelling—moving characters from books to films to virtual worlds in order to enrich the storyline and strengthen character development—which intensifies consumer loyalty and engagement with brands. In 2011, in collaboration with the entertainment industry, toy companies are rolling out exciting new product lines to coincide with the release of blockbusters. This year, movies featuring superheroes will be plentiful, and children will love engaging in role play with affordable toys designed to deepen fan engagement. These are just a few of the key trends expected to be found on the show floor. TIA will keep the industry informed as trends are spotted at Toy Fair and evolve over the course of the year—visit ToyInfo.org for the most up-to-date information. ■
THE TOY INDUSTRY GIVES BACK AT TOY FAIR! The Toy Industry Foundation (TIF) will once again cap off Toy Fair with a Toy Bank collection on February 16. TIF, with Kids in Distressed Situations (K.I.D.S.), will scour the showroom floor collecting toys from exhibitors for children in need (look for volunteers in bright orange T-shirts). To learn more about the Foundation, visit TIF at Booth #5201 on Level 1 or the TIA Information Center on Level 3.
JANUARY/FEBRUARY 2011
Marketing
Memo
Are We Selling Novelties or Toys? by Nancy Zwiers
N
ovelties exist to appeal to our desire for newness, but once the novelty wears off, the value evaporates. A toy’s reason for being is to deliver play value, giving kids endless hours of fun. That leaves parents starting to question the value of the toys they buy. How many of you have heard parents describe toys as “junk” in recent years? We appear to be caught in a vicious cycle: the consumer is unwilling to pay because of low perceived value, so price points get suppressed to unrealistically low levels; then cost reductions are made to hit these very low price points, so the quality of the toys suffer, further reinforcing parents’ perceptions that toys aren’t worth the money. Why are consumers not willing to assign more value to the toys that cost so much to make? One hypothesis is that we are focusing too much on creating novel features that drive desire versus focusing on evoking natural play patterns that deliver play value. Play value can be measured by the amount of time a toy engages a child in active play over a sustained period. Simple building blocks have proven play value that parents are willing to pay for. They know their child will get hours and hours of play and they assign an appropriate value to that level of play value. A simple box of crayons also delivers powerful play value. It appears we are preoccupied with novelty and newness, more than play value. We care about what we measure and we measure what we care about. Many companies spend money to evaluate how effective a commercial or package is in creating desire in a kid. Conversely, how many of us truly evaluate the play value of a toy? How many of us attempt to understand how much play value a toy truly delivers? Granted, hand-made prototypes are difficult to include in play testing, but early production samples afford that opportunity. Novelty isn’t bad, but putting novelty value before play
30 • THE TOY BOOK
value is a problem. We all know what novelties are worth in the marketplace—not much. Our industry’s preoccupation with driving desire above driving play value will hurt us in the long run. We are very good at seducing kids with exciting features, but after these kids experience the novelty of the feature, what then? The novelty wears off quickly and if true play value is not delivered, the toy ends up in the closet, never to be played with again. And, parents are left feeling like the toy was a waste of money and they start perceiving it as a cheap novelty. So, what can we do to restore play value to its rightful place in the value chain? 1. Understand core play patterns better by gender, age, and category. This requires training and development of designers and marketers. 2. Understand what kids can ergonomically handle in a toy. We tend to forget how young a 3-yearold child really is—small motor skills are still developing. 3. During development, evaluate a toy’s play value and emphasize aspects that contribute most to its play value. During the inevitable cost-reductions, protect the hands-on play value. 4. Conduct post-production play testing to hone your understanding of a toy line’s play value so you can sharpen your judgment and apply it in the future. Do not turn your back on features but don’t use them as a crutch. Play value is king to sustained and profitable success. ■ Nancy Zwiers is CEO of Funosophy, Inc., a leading consulting and girls’ brand invention firm. For more information on company services, contact information, and/or Funosophy’s collaborative invention services, call (562) 436-5251 or email nancy@funosophy.com.
JANUARY/FEBRUARY 2011
Industry Update TOLLYTOTS SIGNS ON AS MASTER TOY LICENSEE FOR BABY GENIUS Jakks Pacific’s Tollytots division has signed a worldwide master toy licensing agreement with Pacific Entertainment Corporation for its Baby Genius brand of musical “edutainment” for infants and toddlers. As a result of the new five-year agreement, Tollytots will immediately begin development on a comprehensive line of musical and early learning toys, incorporating the music, characters, and themes of the Baby Genius series of videos and CDs. The new toy line will cover exclusive categories, including learning and developmental toys, most plush toys, and musical toys, as well as several other non-exclusive categories.
BLIP TOYS SIGNS DEAL FOR
SQUINKIES VIDEO GAMES
Blip Toys, the maker of the Squinkies line of collectible figures, has granted Activision Publishing, Inc. the exclusive worldwide rights to develop, manufacture, and distribute video games based on the Squinkies brand and characters. The agreement covers entertainment software products across multiple platforms such as handheld, console, and connected platforms, as well as PC and mobile devices. The new Squinkies video games are expected to debut throughout 2011, with the first Nintendo DS title for girls releasing in April.
32 • THE TOY BOOK
TRADITIONAL MARKETS RETURN TO HONG KONG FOR FAIR More than 34,000 buyers, a new fair record, attended the 2011 HKTDC Hong Kong Toys & Games Fair. Asia’s largest and the world’s second-largest show of its kind, the fair welcomed buyers mainly from the Chinese mainland, the U.S., Japan, Korea, Taiwan, Russia, Australia, the UK, Malaysia, and Thailand. The strong showing from overseas buyers indicates that market confidence is returning after the recent global economic turmoil, according to Benjamin Chau, HKTDC deputy executive director. “We had more buyers from the United States and Europe, while turnout from emerging markets such as India, Brazil, South Africa, Vietnam, Russia, and Turkey recorded double digit growth,” Chau said. The fair, organized by the Hong Kong Trade Development Council (HKTDC), took place at the Hong Kong Convention and Exhibition Centre and was enhanced by the sourcing opportunities of concurrent events. These included the second edition of the HKTDC Hong Kong Baby Products Fair, which welcomed more than 25,000 visitors, and the 11th edition of the Hong Kong International Stationery Fair, which hosted some 15,000 visitors. In addition, the nineth edition of the HKTDC Hong Kong International Licensing Show drew more than 15,000 visitors. Altogether, the four fairs drew a record crowd of 90,000.
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, and add that address 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.
JANUARY/FEBRUARY 2011
Industry Update THE WIGGLES TO LAUNCH LINE OF
ORIGINAL LOVIES
This March, The Wiggles will launch its own line of Original Lovies, available exclusively through Komet Creations. Original Lovies are a security plush toy that can become a sleepy-time friend. Each Original Lovie is made of soft, huggable fabric and has satin trim that can be personalized. This year marks the 20th birthdays of both The Wiggles and The Original Lovie Security Blanket, and to celebrate, two of The Wiggles most popular characters, Dorothy the Dinosaur and Wags the Dog, will have Original Lovies created in their honor.
SOFT LAUNCH OF SAFERPRODUCTS.GOV The Consumer Product Safety Commission (CPSC) has initiated a “soft launch” of the new consumer product safety complaint database, SaferProducts.gov. During the trial, CPSC intends to work out any kinks in the application and internal operating procedures before the official launch in March. The CPSC will process all comments and claims during the trial, just as the agency would when the database is fully operational. All appropriate notifications will be sent out and submitted comments and claims will be reviewed. However, complaints filed during this trial period will not be published on the website, even after the website goes live. TIA still advises members to be prepared to respond promptly to potential harmful reports Registration for the website is available by clicking on “Business Portal” at www.saferproducts.gov. Registration will allow companies to receive electronic notice of reports, respond to reports online, and test internal procedures before the official launch.
34 • THE TOY BOOK
NEW SPORTS-THEMED VIRTUAL WORLD TO LAUNCH A new virtual world offering sports-themed games, FunGoPlay, is launching this spring for online and mobile platforms. An online sports theme park, FunGoPlay.com is targeted to children ages 6 to 11, and features “connected” sports gear that rewards kids every time they use them in the real world by tracking their play periods and giving them the opportunity to earn medals, points, and power-ups in the online world. FunGoPlay will use a Freemium subscription model, offering kids access at a variety of levels. Pricing will be announced at a later date. The virtual world was created by an executive team of industry veterans, including children’s content development, TV distribution, merchandising, and licensing veteran David Jacobs (Sesame Workshop/Hit Entertainment), music industry pioneer and start-up expert Steven Lerner, and writer and franchise director of kids’ properties Fabian Nicieza (Batman, X-Men, Transformers).
JANUARY/FEBRUARY 2011
State of the Industry
2011
continued from cover
Last Year’s Predictions: Mixed Nuts, or Just Nuts? In this column last year, I made five basic predictions: 1) that 2010 would be a better year for toy sales than 2009; 2) that the U.S. dollar would continue to weaken against other major world currencies; 3) that the costs of raw materials used to make toys would continue to rise; 4) that U.S. consumers would remain cautious, but not scared, and; 5) that Hasbro’s cable venture would ultimately turn out to be a smart, strategic move. Not surprisingly, perhaps, some of these predictions were right, and others, not so much. Starting in reverse order, here’s how I did. The Hub, Hasbro’s cable venture, launched on 10/10/10, and ratings so far have been about what you’d expect for a start-up cable network. Ratings are low, but in my view, respectable. My prediction was never going to be one that could be verified in just one year, so I can’t yet say whether it was correct. Ratings are probably not the best metric for the initial months, but eventually the programming will have to find an audience for the network to deliver the benefits that Hasbro was expecting. Without viewers, affiliate fees won’t grow, ad revenue will stagnate, and, most importantly, the products that are the outgrowths of the programming won’t be exposed to enough incremental consumers. The
36 • THE TOY BOOK
jury is still out, but I will stick to my prediction that this move will turn out to be a good one in the long term. As for my prediction about consumers’ behavior, U.S. consumers came out of their burrows in 2010. Some saw their shadows and were afraid; others saw their shadows and felt like spring was coming. Unemployment inched lower, albeit not as much as hoped. Many retailers saw sales rebound, admittedly from extremely low levels. Home prices in many markets (but not most) stabilized, auto sales grew, and consumer confidence was higher in the fourth quarter of 2010 than in the third quarter of 2010 and the fourth quarter of 2009. The prediction that the U.S. dollar would continue to weaken against other major world currencies had mixed results. It is true that the U.S. dollar weakened against most major currencies around the world, including the Canadian dollar, the Mexican peso, the Australian dollar, the Brazilian real, the Japanese yen, and the Chinese RMB, and that’s not a good thing for U.S. companies. However, the more important relationship for most U.S. toy companies is the U.S. dollar versus the euro and the British pound, and the dollar actually gained strength against both of them. Finally, I predicted that 2010 would be a better year for toy sales than 2009.
Results here, again, are mixed. Retail sales were up in the first half of 2010, up even more through the first nine months, and were up sharply around Black Friday weekend. Retailers were more willing to build inventories ahead of the holidays, leading to increased fourth quarter shipments. So, why do I say “mixed?” Because holiday sales certainly turned out weaker than it appeared they were going to be as late as Black Friday. Target cited toys as one of its weaker categories, Toys “R” Us put up holiday numbers that showed declines outside the U.S., and we believe Walmart’s holiday toy sales did not meet the internal expectations that led to the decision to significantly increase shelf space for toys at the end of the summer. Clearance sales in recent weeks have seen significant discounting.
2011 Prognostications So, what’s on tap for 2011? I’m going to limit myself here to three major predictions, and then move on to a broader topic. For 2011, I predict: 1) 2011 will see modest growth in retail sales, and wholesale shipments may actually be down slightly; 2) manufacturing costs will continue to rise in ways that will cause pressure at the factory for most companies; and, 3) the idea of moving manufacturing from China to other markets will get a lot more attention.
JANUARY/FEBRUARY 2011
Forecast: Not Much Growth in 2011 My prediction that sales in 2011 will be essentially unchanged is neither a bullish nor bearish outlook. It’s simply a recognition that this industry doesn’t (predictably) show a lot of growth, if any, even in the best of economic times, and doesn’t show much weakness even in the worst. For 2011, I believe retail sales may show a modest increase, but since retail inventories early this year appear to be higher than needed, manufacturers’ shipments may be flattish overall. I believe the companies with the bestknown brands will do best, and this could be a pretty good year for film-related toys. Last year’s Toy Story 3 certainly generated huge sales, which will be tough to match, but this year will see Transformers 3, Cars 2, and several action/comic book films, including Thor, Captain America, and the two Greens (Lantern and Hornet), which I expect will generate an increase in movie-themed toy sales. I believe shipments in the early months will be constrained by excess inventories left over from December, but by mid-year sales (retail and shipments) will be much healthier.
Forecast: Rising Costs Manufacturing costs, which have been a major concern for several years, will likely be an even greater concern in 2011. This is because there is even more reason to expect input costs to rise. Prices for many raw materials plunged in late 2008/early 2009 as the world slipped into a recession. Since mid2009, costs for oil, zinc, cotton, paper, memory chips, transportation, wages, and other manufacturing expenses have
JANUARY/FEBRUARY 2011
risen steadily. With the U.S. showing signs of an economic recovery and emerging markets such as India, China, and Brazil already showing good strength, I expect raw material costs to continue to rise, and would add interest rates to the list of expected cost increases in 2011. These costs can be offset to a large degree by price increases, but after several years of price increases well in excess of the average rate of the prior decade, there may not be as much leeway to raise prices much higher.
Forecast: Beyond China Finally, and partly as a result of factors cited above, I believe that manufacturers will give more consideration to sourcing in countries other than China. Let me be clear—there is no way that we will see a large-scale migration of manufacturing out of China and into other countries. There simply is not enough capacity in countries such as Thailand, Pakistan, Indonesia, Vietnam, Cambodia, or any of the emerging markets, to absorb a big portion of the production now being done in Southern China. In addition, none of these markets currently has anywhere near the infrastructure (roads, ports, railways) that would be needed to handle the output even if there were sufficient factory capacity. But the writing is on the wall: factory wages in China are likely to continue to rise at a rapid rate, inducing toy companies to look for incremental capacity elsewhere. There’s no need to cry for Chinese factory owners, since I suspect that many of the factories in other countries that will be the targets for incremental production will, in fact, be owned by Chinese corporations. Just as we saw production move from the U.S. to Japan
in the ’50s/’60s, to Hong Kong in the ’70s/’80s and to China in the ’80s/’90s, we will begin to see the migration accelerate to elsewhere in the world. And it’s probably just a matter of time before major manufacturing companies set up operations in Africa. Indeed, the pace of Chinese investment on that continent suggests that Africa may start to be the new Asia by the end of this decade.
Take a Good Look in the Mirror My final topic here constitutes an open invitation to the toy industry to look at itself in the mirror and ask “Are we keeping pace?” By that, I mean: “Has this industry changed enough to keep pace with changes in other industries, and, more importantly, changes among consumers?” I have been following this industry closely for 25 years. I have also followed other industries, and have been active in the financial services business for that whole time. I think that in many ways, the toy industry hasn’t changed much in the basic way it conducts business compared to other consumer businesses, and I’m questioning whether or not this is a good thing. Let’s consider the following. The Internet is only about 17 years old. That’s less than a whole generation, and yet the changes the Internet has wrought extend to all generations. There are very few of us who do our banking, travel arrangements, shopping, movie watching, TV viewing, music listening, news gathering, or information retrieval the same way we did before the Internet. And yet, how different is the basic business of making and selling toys? Entertainment businesses (films, music, TV) have arguably changed more than most other consumer sectors, but change in the toy business has lagged.
THE TOY BOOK • 37
State of the Industry There are certainly aspects of the toy industry that have been changed significantly by the Internet and the technological backbone on which the Internet depends. Toy design has become much quicker as a result of digital content creation and transmission tools. The explosion in advances in information/telecommunications technology has resulted in significant advancement in the capabilities of factories and design facilities in China and India. Online shopping has made it easier to shop, and eBay has created a cottage industry for speculators in the hot and scarce toys that catch us by surprise each year. One could also argue that given the unprecedented increase in the entertainment alternatives that consumers have, just holding on to the $20-plus billion in annual sales is evidence of success, not failure. Many other businesses (music, books, CD-ROM software) have not held up anywhere near as well as toys in the face of competition from new media or the advent of digital distribution. In the Great Recession, we all learned that “flat is the new up.” When we look at the graveyard of industries blown away by the Internet revolution (record stores, travel agencies, encyclopedia publishers, etc.), maybe we should say “slightly down is the new up 10 percent.” But how different is our business, really? This is still basically a business in which a handful of people at a relatively small number of big companies come up with ideas for toys, which are turned into (mainly) plastic toys that are
38 • THE TOY BOOK
manufactured in a relatively confined area of China, shipped around the world for sale by a shrinking number of retail chains, with sales exceptionally concentrated in a few weeks at the end of the calendar year. This is as true today as it was 10, 20, and 30 years ago. The names of some of the companies may have changed, and there have been shifts in concentration and power, but compared to other consumer/entertainment businesses, the toy industry hasn’t really changed very much. Of course, if something is working very well, there may not be any reason to change. But the industry struggles to show any meaningful or steady year-onyear growth, companies fall in and out of profitability with ease, and in spite of efforts to cut costs and save money, there is still money wasted each year on packaging, air freight, excess inventory, and other areas. Research and development spending itself doesn’t seem to produce a consistent return on investment. I think in some ways the industry needs to change, and it isn’t doing so rapidly. Here are some of the top-selling toy properties from 25 years ago: Barbie, He-Man, Transformers, G.I. Joe, My Little Pony, Cabbage Patch Kids, Care Bears, Smurfs, Pictionary, Trivial Pursuit, Strawberry Shortcake. Every one of these properties is either on the market today (either they stayed in the market or have been brought back), or will be marketed in the next 12 months. In some cases, the products are barely changed from 25 years ago. Not that
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brand longevity is by any means a bad thing; on the contrary, it’s the goal. The fact that these brands are still producing is a testament to creativity. But other consumer entertainment businesses are less reliant on old properties, and while everyone I know in the industry acknowledges how supremely important innovation is, it seems that the industry might be able to show more growth if there were more innovation. Consider another industry I follow closely: video games. While it is true that the video game industry is younger than the toy business, and has always been more fluid, the pace of change in that business is staggering. The industry is now about 35 years old, and only a few properties have demonstrated much sustainable marketability; most properties, regardless of age, need to demonstrate that they’ve been updated for contemporary consumers. There’s a new Madden NFL game every year, but each version has to show improvement over the last. So-called “casual” gamers may not demand state-of-the-art graphics, but many of these casual gamers are only gamers because of advances such as Wii-like controllers, social networks, and inexpensive portable gaming devices. In other words, casual games may not be of the highest technology, but without those innovations, there wouldn’t be casual gamers. The key success factors for a hit video game or a consistently profitable publishing business have completely changed in just the past five years. In fact, the “rules” governing success for a
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State of the Industry new game are different today than just one year ago, and will probably be different again in another year. Today, the creation, marketing, and distribution of video games bear some resemblance to the industry of 25 years ago, but is more different than it is the same. And it seems like a safe bet that even just 10 years from now, the concept of going to a store to buy a physical copy of a new video game may seem as archaic as waiting for a horse-drawn wagon to deliver blocks of ice to your house. One could argue, and I would certainly agree, that there have been at least two major obstacles to innovation in the toy business over at least the past decade. The first is that retail sales have gotten so concentrated that if you don’t have at least two of the three largest toy retailers supporting a product, it hardly has a chance of succeeding. I’m not saying the big three retailers don’t want innovation—they do—or that they don’t recognize it when they see it, but I am suggesting that if they fail to appreciate a good idea, that idea doesn’t have a lot of other places to go. The second obstacle is the soaring cost of testing for product safety. Of course, I’m not advocating that unsafe products be allowed on the market, but new, unproven products often have low production runs when they are first produced, and the huge costs of testing acts as a serious deterrent. Some of the rules seem to defy common sense (I mean, really, is the lead solder on a circuit board that can’t be accessed by the consumer really a danger?), and the lack of global
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or even national uniformity makes full compliance a challenge that small startups may not be up to. Because of these two obstacles, there are retailers who would prefer to go with proven products and manufacturers who can’t economically justify the launch costs of something brand new. In a sense, the question may not be “Why isn’t there more innovation?” but, rather, “How is there any innovation at all?” Where is the innovation in toy distribution? The only real change most consumers would be aware of would be e-commerce, but more than 15 years after Amazon launched its online shopping site, a relatively small portion of toy sales are done online, so how much has really changed? Site-to-store was 2010’s big innovation in toy distribution— what’s next? How different is Toy Fair now versus 10, 20, or 30 years ago? The running joke among veteran industry analysts is that we cannot remember a time when the major manufacturers didn’t consider the February Toy Fair basically an overpriced party for the benefit of Wall Street and the media. It’s still being held in New York at an inconvenient, weatherrisky time of year, mere months ahead of the time when products conceived more than a year earlier are shipped, and months after major retailers have already begun to formulate purchase decisions about those products. Granted, that’s from the perspective of the biggest companies, not most. The fact that the show continues in this form is in spite of the fact that there
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seems to be no consensus among manufacturers as to what the show should be, or whether or not it’s even needed. If it is needed, there has to be a better way to do it, and if it isn’t, it should end. By now I’m sure a large number of my readers are rolling their eyes. At the risk of losing those of you who have continued reading, let me ask one more provocative question: If half the consumers of toys are girls, and (much) more than half of the purchases of toys are made by women, why aren’t there more toy companies with female CEOs, or at least women as heads of product development or marketing? And finance, for that matter. Not a single one of the top-10 toy manufacturers has a female CEO. The situation appears better among retailers, in my view, where there are a large number of women making purchasing and merchandising decisions, but I still find it more than a little puzzling that this industry has so few top executives that are women. OK, that’s it for my predictions, prognostications, and provocations. Here’s to the New Year, hoping all your changes will be good ones. ■
Sean McGowan is a managing director in the Equity Research department of Needham & Co., a New York-based investment bank. He has been covering toy stocks since 1986, and has also covered (currently or in the past) video games, juvenile products, sporting goods, and consumer electronics.
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State of the Industry
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Laura Phillips, SVP/General Merchandise Manager, Toys & Seasonal Walmart Did the industry feel an economic rebound in 2010? What is your outlook for 2011? We have seen signs that the economic situation for our customers is getting better, but they are still very challenged. Unemployment remains high, and we are still seeing more customers shopping with cash, and on paycheck cycles. However, as always, when a great new product is developed and well marketed to kids, parents and grandparents will try to find a way to make this purchase—even if it means sacrificing on other items for the family. What advice do you have for toy manufacturers looking for distribution at Walmart? Our customers tell us that they are looking for toys with a high degree of play value—toys that teach children a skill—such as creativity, role play, or fine motor development, and that children can play with for a long time. We also know that new items that inspire kids to collect, trade, and are truly aspirational connect well with our customers. Finally, value always matters to our customers, and toys with a great price point, or high play value, will always perform best. How do your online sales fare versus your in-store sales? A growing portion of our customers are buying online, and even more are going online before making a purchase to research toys they are interested in purchasing. We were very pleased with our growth in toys at Walmart.com, and we will continue to make investments to the online channel this year. What do you see as major trends affecting your business in the year ahead? Here are some trends that we are seeing, and examples: 1. Entertainment and Licensed Properties: Cars 2, Transformers, Disney Princess 2. Collectibility: Squinkies, Lalaloopsy, Beyblade 3. Creative Play: Lego, Play-Doh 4. Connecting through Social Media: Monster High, Paper Jamz 5. Aspirational: Role-play toys that let kids “be” the rock star, fashion designer What changes are you requesting from manufacturers in terms of sustainability and eco-friendliness? We want all suppliers to work to improve the entire value chain, so we work with them at different points along the value chain. This means we discuss sourcing raw materials with fewer harmful chemicals, manufacturing toys in factories that use less energy, packaging toys with fewer materials, and developing an endof-life solution. Rather than focus just on a single item that is a “sustainable toy,” our goal is to work with the industry to build sustainability into every step in the value chain in order to truly create value for customers, employees in factories, and broadly, the communities where we live.
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Carter Keithley, President Ronnen Harary,
Toy Industry Association
Chairman and Co-CEO, Spin Master Collectible toys like Silly Bandz, Squinkies, and Zoobles stole the spotlight in 2010. Will low-priced collectibles continue to be a hot trend in 2011? As long as they resonate with kids, they will be. There are lots of collectibles out there, but something like Zoobles really struck a chord with girls, and it has become a huge hit. We’ve also got a line called Bizu launching this fall for girls, which puts a whole new spin on beads and how to accessorize with them. Collectibles are typically more affordable than bigger items as well, and let kids build their collections and customize to their liking. As long as they’re new, fresh, and fun, certain collectibles will always be popular. Where do you find inspiration for new products? Spin Master has always been known to be open to ideas from anywhere. Whether it’s a staff member, an inventor, or a partnering company, we welcome ideas and seek them out. We have fantastic relationships with the inventor community on a global level, which has helped us bring hit items to market. Bakugan first started as a drawing from an inventor. We also have incredible minds within the company, at all of our global offices, that are constantly pushing the envelope of innovation and fun. What significant changes are you making to your company for 2011? We’re continuing to grow as a major force globally in the business. We will be launching our second all-new entertainment property this fall. It’s a boys’ action property called Redakai and it’s a follow-up to Bakugan. We opened up new offices in Mexico, Germany, Holland, and Slovakia to enable us to have a stronger presence in those important markets. We’ve entered the games category, so we will be debuting a number of board games this year as well. There is no sector of the toy and entertainment realms that Spin Master won’t pursue, and we’re excited to always be expanding as a global entity in the entertainment business.
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Are manufacturers ready for additional safety enforcements in 2011? As of this writing, it seems quite possible that the CPSC will extend the stay of enforcement that is set to expire in February this year. Nevertheless, even though government has postponed formal enforcement of the testing and certification requirements of the Consumer Product Safety Improvement Act of 2008 (CPSIA), manufacturers still have an obligation to conform with those requirements. To help them, we have begun to offer a series of webinars and other resources that explain the requirements and provide instruction on what companies must do. There are some areas in which the CPSC is still working on the implementation rules, and the requirements are less certain in those areas. We are trying to help decipher some of those unclear requirements. What are your plans to bring the industry closer together? TIA has decided to remodel its membership structure to more fully reflect the toy industry as a whole. At our Annual Business Meeting on February 14, we are proposing to amend TIA’s bylaws to enable TIA to become a “bigger tent.” The amendments will make full TIA Regular Membership available to any company engaged in creating, manufacturing, importing, or selling toys in the U.S. market. If approved, we will welcome the full spectrum of companies and stakeholders in the toy business as members of TIA. TIA will be stronger and more effective in representing the interests of the toy industry when all types of companies in the industry have an opportunity to influence our policies and programs. What do you see as the major trends affecting the toy business in the year ahead? The increasing speed of technological innovation will provide toy manufacturers with new creative opportunities. I think we can expect toy companies to find ways to make use of new developments in things like mobile communications, motion-based control, and 3-D displays in their toys and games. However, governments and the public are increasingly calling for tighter regulation of materials used in consumer products, and the toy industry is frequently singled out as a test case for developing new regulations. It is clear that we now operate in a global market and that regulatory and technological developments in one area of the world will quickly spread to other regions.
THE TOY BOOK • 43
State of the Industry John Frascotti, Global Chief Marketing Officer, Hasbro How are you using social media to drive interest in your brands? Social media is a critically important and integrated element of our marketing mix, and we are continually developing new ways to engage our consumers through social media. One area of focus is the important audience of “mom bloggers.” With our Playskool and My Little Pony brands, we’ve participated in conferences such as BlogHer. We recognize that mom-focused messaging and authentic, ongoing dialogue is critically important today as we build strong relationships with moms. Our approach is strategic, and we recognize that not all brands or initiatives can be, or should be, supported by social media campaigns. We also know that several of our iconic brands are being talked about every day on fan sites, fan-generated Facebook pages, YouTube postings, and more. Our Cuponk YouTube channel, which we created to spark interest in a new brand by showcasing amazing trick shots, has resulted in nearly 1 million views. Cuponk brand advocates have posted more than 5,000 user-generated Cuponk videos to date. What changes are you making in terms of sustainability and eco-friendliness? Sustainability has been, and continues to be, a high priority in virtually all facets of Hasbro’s operations. In 2011, Hasbro will eliminate all wire ties from our packaging. In 2009, we used 34,000 miles worth of wire ties, or more than enough to wrap around the circumference of the earth. Our move to replace these materials with sustainable and innovative materials like paper rattan is a terrific alternative that we believe will be welcomed by both our retail customers and consumers. Additionally, this year, Hasbro has set a goal that at least 75 percent of our paper packaging will be derived from recycled material or sources that practice sustainable forest management.
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2011
Sarah Wood, Director, Amazon’s Toys & Games Store What advice do you have for toy manufacturers in 2011? We would advise that manufacturers do what we have done from day one—start with the customer and work backwards. We spend all day, every day focusing on making our shopping experience better, and ensuring our customers are happy. Another piece of advice for toy makers would be to re-evaluate toy packaging. There is so much waste, not to mention the frustration associated with trying to open plastic clamshells, plastic bindings, and wire ties. We’d like to see more toy manufacturers shift toward customer-friendly and eco-friendly packaging. We’re already working with several toy makers on this through our Frustration Free Packaging program, where we offer customers easy-to-open toys without excess packaging materials. What do you see as the major trends affecting toy retail in 2011? Customers will continue to demand exceptional value and lower price points. Also, there will be several highly anticipated movies out this year, which will drive interest for licensed toys. Tech toys will continue to be a major trend as well. Whether it’s aspirational devices that mimic adult gadgets such as iPads, Kindles, and mobile phones, or the integration of newer motion technology or brain-wave technology, there is sure to be an abundance of technology integrated into toys this year. How do you keep abreast of the latest trends in the industry? One way to keep on top of trends is to attend Toy Fair. We also work very closely with toy manufacturers so that we are aware of upcoming plans and projections on trends. Most importantly, we listen to customers. Whether it’s through customer reviews, discussion boards, product impressions, or simply sales data, we have ample ways to measure and gauge what we think will be popular. Having two children of my own has also been helpful. They are not afraid to tell me what they think about certain toys, and they keep me informed about trends at school.
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State of the Industry Julia Fitzgerald, CMO, Toys & Seasonal, Sears Holdings Corporation How are you using social media to drive interest in your stores? Both Sears and Kmart are very active with our Facebook pages, on Twitter, on mykmart.com and mysears.com, and on sites where moms go for information. We post information ranging from great toy sales to our Fab 15 list and Rico Rodriguez’s video clips, to information about layaway. This year we are launching Playdate Place (www.kmart.com/playdate), Kmart’s online community for all things playdate. Our site is designed to provide parents and caregivers with tools and information to plan and enjoy playdates throughout the seasons. We’re partnering with leading bloggers to build grassroots awareness of the site. On www.sears.com/toyshop we are featuring bloggers and experts on the power of play to provide an open dialogue not just about toys, but about the role of play for kids and families. Was consumer spending what you expected in 2010? What is your forecast for 2011? Consumer spending was consistent with what we expected in 2010. We agree with the forecasters who say that even as the economy improves, the new “normal” means cautious and responsible spending. We expect that moms will continue to watch family budgets, and plan big purchases carefully. We expect that there will be a continued demand for layaway in 2011 as families try to limit credit card spending. What are Sears’ plans for its Toy Shops in 2011? We will continue to hone the product mix with toys that build creative, social, motor, and cognitive skills while they delight children. We will look to further our expansion through online outreach so shoppers who don’t live close to a Sears Toy Shop can still experience the toys, payment and delivery options, and advice on the importance of play.
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Stephen Berman, President and CEO Jakks Pacific What alternative channels of distribution are you using to build your business? With our Disguise acquisition, we are selling our Halloween costumes not only into our main mass customers and club stores, but also into Halloween sellers, pop-up stores, and party stores for year-round business. In 2011, we’re anticipating growth in that business internationally. We love the business we have with QVC and have been working closely with them and other “alternative” channels to create unique, exclusive Jakks products that will motivate shoppers in these different channels. We have our SpyNet line in the International Spy Museum in Washington D.C., and Big Buck Hunter TV Games in Cabela’s. What significant changes are you making to your company for 2011? For Jakks, 2011 is the year of the entertainment brands. We are developing products for some really incredible movie properties that we are excited about, including Real Steel, Pirates of the Caribbean: On Stranger Tides, Disney•Pixar’s Cars 2, Captain America, Thor, and The Smurfs. This year will undoubtedly be the year of Pokémon, with the new Pokémon: Black and White series. But for us, a big change will be the introduction of our new Monsuno property, which we will be busy working on in 2011. Jakks is the owner of the underlying Monsuno boys’ action property and will be the master toymaker for the Monsuno toy line, which is expected to hit U.S. retail shelves to coincide with the fall 2011 or spring 2012 U.S. TV show premiere. The Monsuno TV series will be co-produced by Pacific Animation Partners (a joint venture between Jakks and Dentsu Entertainment USA, Inc.). Dentsu Entertainment USA will take-on primary animation production management in conjunction with Dentsu’s Tokyobased production subsidiary, Dentsu Tec.
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State of the Industry Sharon DiMinico, Founder and CEO Learning Express What industry trends from 2010 will carry into 2011 and which will fade away? We have seen a significant decrease in sales of rubber band bracelets; however, we do anticipate other collectible trends will take their place. We are always on the lookout for hot new products, and with 150-plus “eyes and ears” at Toy Fair, we can usually spot an upcoming trend in its infancy. The tween fashion category was very strong in 2010 and we believe it will continue to perform well. The same is true for the arts and crafts category. Was consumer spending what you expected in 2010? What is your forecast for 2011? Learning Express experienced record-breaking sales in the first half of the year, but sales in the fourth quarter fell short of our expectations. We are planning for conservative growth in 2011, both in terms of sales and store count. Last year we opened 17 stores. We plan to open eight to 10 in 2011. What advice do you have for manufacturers in 2011? Create innovative products at competitive pricing for the specialty market only. The Orb Factory is doing that this year. They are producing product for the big boxes that is very different from what they are producing for the specialty retailer. We understand that manufacturers have to make their numbers too, but their long-term strategy should be to develop lines for both channels. Every time a specialty product shows up at a T.J. Maxx, warehouse club, or any other big-box discounter, and is advertised as a loss leader, it sabotages the specialty retailer. How do you keep abreast of the latest trends in the industry? We do it through trade shows, industry periodicals, and meetings with vendors, but most importantly through our network of store owners who share their product success stories, often found at local shows.
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Marc Bertrand, CEO Mega Brands Did the industry feel an economic rebound in 2010? What is your outlook for 2011? The construction toy category remained solid again in 2010 and the Mega Bloks brand had strong double-digit growth. We are entering 2011 with good momentum, and, with the U.S. economy gradually recovering, we look forward to another successful year with the help of new and innovative core and licensed products. What significant changes are you making to your company for 2011? We are looking to build on our 2010 achievements by continuing to offer great innovation and value to our consumers. In preschool construction, we have a solid core offering of well-known Mega Bloks products, recently enhanced with the Hello Kitty and Dinosaur Train licenses. In the boys’ category, we had great success with Mega Bloks Halo and Dragons Universe, and this year we are launching Need For Speed, as well as Generator Rex. We will also offer some fun, creative, and entertaining activities with RoseArt, Mega Games, and Mega Puzzles. How are you using social media to drive interest in your brands? Social media is rapidly growing within the toy industry in mediums such as blogs, Facebook, YouTube, and Twitter. We are now developing social media campaigns to target parents and collectors in different ways. We are actively involved with the mom bloggers community and building brand awareness through product reviews, as well as organizing mommy parties that focus on new products. Furthermore, we will be able to engage more closely with parents about our products with our Family Club, featuring a panel of leading mom bloggers, product reviews, promotions, and more. We have also established ongoing dialogue with collectors and avid gamers.
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State of the Industry Kathleen McHugh, President, American Specialty Toy Retailing Association Did the industry feel an economic rebound in 2010? What is your outlook for 2011? Certainly 2010 was a hold-your-breath year, with both good news and indications that things were not going well for the specialty sector. But it appears that we had a rebound by year end. In 2010, ASTRA’s retailers were buoyed by two big special events: ASTRA’s national Neighborhood Toy Store Day on November 13 and the American Express Small Business Saturday promotion on November 27. Both of these campaigns were heavily promoted nationally and helped specialty toy retailers get an extra boost in sales early in the holiday season. For 2011, we are cautiously optimistic. Holiday 2010 results are encouraging, as are some economic indicators. One of the strengths of the specialty sector is its nimbleness and capacity to move quickly on trends. If there is money to be made, we can expect the specialty side to be doing everything it can to exploit those opportunities. What do you see as the major trends affecting toy retail in 2011? Production costs continue to rise and specialty manufacturers are expressing concern that they may not be able to absorb the increased costs of production for much longer, so we could start seeing higher prices in 2011 and beyond. This will create the need for a lot of communication in the trade channel because price increases will have to be passed on to consumers. In turn, both manufacturers and retailers will need to remind consumers about the value of their products as prices go up. Population trends may also have an effect on toy retailing. In 2007, more babies were born in the United States than in any other year in our history, breaking a 50-year-old record set in the height of the Baby Boom years. Once the recession hit, we saw a decline in births in 2008 and 2009. But experts are predicting we will see the birth rate rebound as the economy picks up steam. This could have a positive impact on toy sales in 2011 and 2012.
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2011
Marc Shinderman, General Manager, Briarpatch What alternative channels of distribution are you using to build your business? We are excited to be expanding our distributions to the global market in 2011 as well as increasing our online exposure, and reaching out directly to consumers through social networks and consumer and industry advertisements. What changes are retailers requesting in terms of sustainability and eco-friendliness? I find all our retailers want as much sustainability and eco-friendliness as possible, as long as the wholesale prices don’t increase and the quality doesn’t go down. Briarpatch has always used post-consumer materials, soy- and vegetable-based inks, and the highest quality materials. What do you see as major trends affecting your business in the year ahead? The increased testing requirements, a challenging economy, a shorter holiday season, consumers shopping for deals and discounts, and the rising costs of oil on the global market all seem to be trends affecting the toy industry these days. Did the industry feel an economic rebound in 2010? What is your outlook for 2011? I think the industry felt a small rebound and 2011 will prove to be as challenging as 2009 and 2010 were. Our outlook is to stay focused to our core competencies, expand our global distribution, and deliver highquality game products as we have in the past. Briarpatch is fortunate as we have had two terrific years back to back even in these challenging times, and we plan to support our retailers and consumers again in 2011.
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Rick Mershon, Vice-President of Sales, Blip Toys Collectible toys like Silly Bandz, Squinkies, and Zoobles stole the spotlight in 2010. Will low-priced collectibles continue to be a hot trend in 2011? If you consider previous successes in the small doll category such as Littlest Pet Shop, My Little Pony, or In My Pocket, low-priced collectibles have always been popular. Last year just showed that the market was ready for newness in tandem with extreme value. Imagine getting 16 toys for under $10, while still being elated by each individual character in each little bubble. Value for value’s sake doesn’t work. True value comes when both parent and child are equally satisfied by the purchase. How did you meet holiday demand with Squinkies being such a red-hot item? We did a couple of things well. First, we were able to read sales early. With that information, we were able to take some calculated risks on the items we knew were going to be the bestsellers. On top of that, we have tremendous resources overseas and they reacted beautifully. What alternative channels of distribution are you using to build your business? Our distribution model has been more restrictive than most. As a result, what may be alternative channels for us would be typical channels for others. A good example of this would be Claire’s, Cracker Barrel, or Michaels. In years past, these wouldn’t be traditional accounts for us, but they are now very important in our brand strategy. How are you using social media to drive interest in your brands? While we were new to social media efforts even a year ago, we are now seeing the true weight of word-ofmouth marketing. Because of this, we’ve taken a very proactive stance in launching each of our new segments, first with living room introductions, then with in-aisle introductions.
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State of the Industry Eric Levin, President Techno Source What alternative channels of distribution are you using to build your business? Techno Source has always focused on having as broad a distribution system as we can. Alternative channels are a great way to drive additional business and help amortize the costs of creating and promoting a product line. I am a big fan of QVC. They have been a great partner and they have continuously proven the power of their medium in our category. How are you aging toys up to appeal to tweens and teens? We’re not! Tweens and teens seem to be the danger zone in our industry. They are so mature and already have access to so much cool technology that they tend to outgrow most traditional toys. Our focus is really on kids and families. They are the core of our business. What do you see as major trends affecting your business in the year ahead? We see a trend toward traditional play patterns really reinforcing itself. For the most part, simple, easy-to-understand toys based on archetypical play patterns really seem to be the ones that consistently climb to the top. Additionally, we see continued pressure for products to become hits very quickly at retail. There is very little patience in our industry today. This has broad implications as to the types of product we create, and the way that we bring them to market.
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Bruce Lund, Founder, Lund and Company Invention Where do you find inspiration for new products? Ideas come from idea meetings, of course, and also from casual conversations, books, and a variety of magazines and other information sources. We are always looking for inspirations, intuitions, directions, and observations, or questions that might be the beginning of a new product concept or a new technology. Ideas often start with a seed, and like hail, rain down layer by layer—until the idea is complete. Many new product concepts require experimentation to see if they can really work, and how others will respond to them. Some require years of exploration before a suitable application is found. We make it a habit to constantly scan our everyday world for objects, observations, trends, and devices that we can share with the team as a possible beginning of a new idea. What are you doing to attract and keep top talent? We offer a spectacular work environment as we know that the quality of the workspace enhances each individual’s work and work attitude. We encourage teamwork, as we know the very best work comes from collaboration within the team, as well as with our client partners. We encourage an environment of trust, levity, respect, and the pursuit of excellence in the results that we achieve. We try to make sure that our team feels appreciated and valued. This year we are going to focus more on personal and professional development for each of our team members, encouraging them to take a course and learn something new that they can use in the coming year. What industry trends from 2010 will carry into 2011 and which will fade away? Cost increases will be an ongoing trend in the foreseeable future, and a great challenge for the toy industry and other industries as well. The tragicomedy of the newly and yet-to-be-imposed safety standards, which resulted from the unfortunate lead paint and magnet recalls two years ago, has been survived. Labor shortages will continue to plague the industry, pressuring prices upward, and factories to move west to more distant parts of China, and elsewhere, chasing a cheap and high-quality labor force. Ecological awareness will grow, and now even the larger companies are responding with positive changes.
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Keeping Up with the Evolving Consumer Market by Anita Frazier, industry analyst, The NPD Group
T
o say that the past few years have been challenging for the toy industry would be an understatement, but throughout the period of seemingly endless recalls and slumping sales during the recession, as well as increasing competition from the likes of video game and technology companies, the industry has been able to hold its own. Today, all signs point to revitalization. As of press time, The NPD Group’s sales estimates through November 2010 showed industry sales up by 1 percent, and there’s no reason to believe year-end sales won’t show the same or even better results. In fact, based on early readings, it appears the industry will end 2010 in the black. With the industry’s recovery, one message rings true: the consumer market has evolved. Over the past decade, con-
Top Retail Channel Share Percentage of money spent per retail channel on kids from birth to age 14 within categories tracked by NPD’s Kids Industry Data Service
Mass Merchants National Chain Specialty Store—Apparel Toy Store Direct Mail/E-Commerce Electronics Stores Sporting Goods Off Price Department Store Warehouse Club Drug Store Book Store All Other Channels
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44% 8% 5% 5% 4% 3% 3% 3% 2% 2% 2% 2% 17%
sumer sales within the traditional toy space experienced a transition from a toy manufacturer pure-play to a battle between industries that, until recently, had never competed with toys. For example, whereas consumer electronics once played a minimal role in the kids’ marketplace, it was during the earlier part of the new millennium that we began to see an increase in kids’ interest in technology products— products that were being marketed to adults, not children. From MP3 players to mobile phones, age compression, or as marketers like to call it, “kids getting older younger,” was having a very real and measurable impact on sales within the traditional toy space. In order to compete, many toy manufacturers have taken on new product categories, from notebook computers to MP3 players and web-connected toys. They have also expanded content for their properties via movies, TV, music, video games, and apps. Results have been mixed, but the one thing we can all agree on is the toy industry’s resilience as it learned to adapt in the face of adversity. Thanks in large part to the Internet, children are being exposed to outside influences at earlier ages. With kids often on a computer as early as age 5, it’s no wonder so many industries have been able to tap into the thriving children’s market. Marketing mavens quick to pick up on the shifts within their organization’s sales demographics were some of the first to capitalize on the trend. For consumer electronics, fashion, and health and beauty manufacturers, to name a few, there was an entirely new and largely untapped market segment that was ripe for the taking. For example, marketers within the fashion accessory space who at one time may only have targeted teens, discovered the 8-9 year-old demographic had as much interest and influence as their teenage counterparts. And it was apparent this demographic had more influence over consumer spending than anyone had previously imagined. At the same time, toy companies realized that the toy in-
THE TOY BOOK • 53
dustry was a zero-sum game. Toys may have been competing with other industries for share of wallet and time, but the overall health of toy sales remained relatively steady over the years. Licensed toys also remained fairly steady at about 25 percent of all toy sales dollars over the past decade. Toy manufacturers and retailers have been quick to take advantage of the latest licensing trends from movies, TV, music, video games, and now apps. On the flip side, toy manfacturers have leveraged their own brands to license their properties out to other categories such as apparel, footwear, video games, books, home furnishings, and movies. Looking for growth opportunities, many established toy manufacturers were quick on the draw, able to develop products—often in new categories in which they had never competed—that were just as appealing to kids as any number of products found in competing industries. Learning what interests kids and what purchases are being made for them can provide marketers with the insight they need to better flex their marketing muscle. The NPD Group’s newest offering, Kids Industry Data Service (KIDS) is a monthly syndicated consumer tracking service, designed to offer a complete, cross-category view of purchases made
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for and by kids from birth through age 14. KIDS is designed to give users the ability to track properties across categories and to understand which entertainment properties and brands are popular with kids. Categories tracked within KIDS include those that The NPD Group is known for, as well as insight into categories that NPD does not currently track. These new categories include books, health and beauty, party supplies, Halloween costumes and accessories, sporting goods, school gear, stationery and gift cards, and baby/infant non-disposable products. The toy industry will continue to face challenges, but it will also face exciting new opportunities. Armed with the right tools for the job and a little optimism, the industry has been highly successful in meeting the needs and interests of kids. ■ Anita Frazier's career has spanned the entertainment, entertainment software, and consumer products industries, including tenures with Conagra, Warner Brothers Studios, Sony Pictures Entertainment, and Vivendi Universal Games. Her experience with toys and video games at the retail, manufacturer, and licensing levels totals 14 years.
JANUARY/FEBRUARY 2011
Talking Social Media
Social Media: Consumers Will Be Heard PART 3 OF A SERIES by Andy Marken, Marken Communications
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very company and every manager will most likely encounter his or her worst nightmare on the web: a consumer taking a potshot at his or her company or product online. If a consumer has a real problem or issue, you should recognize it, resolve it, and thank them for their assistance. If the consumer is unreasonable, take the discussion offline and try to turn them around—or simply say thank you and let them leave. The first thing you should realize is that your company and your products are being discussed on the web—favorably or unfavorably. And, whether you like it or not, those discussions won’t disappear by ignoring them. The sheer volume of information available in the social media arena has shifted the balance of power from companies to consumers. Because of the information overload, people have become skeptical of company-driven marketing messages and efforts. They make their buying decisions independently based on others’ opinions and their own research. People who buy something and have a good experience tell others. Folks who don’t have a good experience tell others a different story.
HAPPY CUSTOMERS Instead of having an elaborate social media outreach effort, companies should spend their time, money, and efforts ensuring that existing customers are satisfied—hopefully, insanely happy. Then, they’ll tell everyone else and the fever will grow. Loyal customers will do the company’s marketing and sales positions pro bono. They defend the company and its products online and off. They are the ones who keep firms from becoming commodity sellers. Customer service drives customer loyalty. The first step is to listen. A company should monitor and analyze what is being said about it and its products online.
NOT ALL BAD Sometimes it may feel as if the only people using social media are the ones who hate your company, your products, and you. But most of online feedback and online reviews are positive.
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Tone of Online Feedback for Products/Services
The pie chart above, based on a joint study by Bazaarvoice and Keller Fay Group, shows that 51 percent of online feedback is positive most of the time, 36 percent is positive every time, and only 2 percent is negative.
FAN CLUBS Solve an issue the right way and you’ve won another fan that will spread the word. When you receive good input and ideas from users, tell them so. Recognize their contributions in their online community. Then “borrow” the idea or recommendation. Sometimes they can give you an “ah ha!” moment, and other times, new market opportunities. Often, consumers can give you insight into product enhancements or tomorrow’s big seller. Along the way, you may get a few bumps or bruises but you also have a worldwide product and market research team, without any overhead. ■
This is Part 3 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 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 consumer relations.
JANUARY/FEBRUARY 2011
SOCIAL MEDIA:
THE GREAT EQUALIZER by Jon Victor, CEO of Engage121
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rom locally owned toy stores to big box chains, social media is acting as the great equalizer—offering stores at every level new ways of connecting to customers. In this article I’ll present an overview of how big-box toy stores can create personal connections with their customers, while locally owned stores can increase their reach with cost-effective marketing.
Big Box, Big Toys, Small Community Big-box toy stores have a lot going for them: broad inventory, low prices, and large advertising budgets. What they tend not to have is a strong, personal connection to the customer. The experiences of walking into a Toys “R” Us and a supermarket aren’t all that different: there are aisles upon aisles of products on shelves under bright industrial lighting, and you go down an aisle, find your toy, bring it to the cashier, and leave. Compare this to the experience of walking into a locally owned toy store, being greeted by the proprietor, and being shown the toys that just came in or that are popular with kids this year. The contrast in the level of attention and care is striking. Social media can help large chains bridge that gap, because—even at the preliminary stage of social media engagement—big-box stores like Toys “R” Us can make significant inroads with customer service and connection. For example, simply by monitoring mentions of the Toys “R” Us brand on Twitter, the big-box giant can identify customers who have had positive or negative experiences and respond to them in real time. When a customer complains, “Just went to 2 Toys “R” Us stores and couldn’t find a single Nerf gun!” Toys “R” Us can reply, “Sorry you didn’t find what you were looking for in the store. Here’s a link to our Nerf toys online.” By contacting the customer at their time of need, Toys “R” Us connects the customer with their product and makes them feel taken care of, creating a more personal connection than was previously available. And that’s just at the basic stage of engagement. Social CRM (customer relationship management) is a growing trend in which corporations connect their customers, sales
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processes, and client service centers together to deliver customers an experience above and beyond what they are normally accustomed to. By incorporating customer profiles, purchase histories, social accounts, and communication optins (e.g. email list signups), big-box chains can create vibrant communities of customers with high affinity for the brand, resulting in more frequent and larger purchases. For example, rewards programs can be delivered to Toys “R” Us customers who also “like” the brand on Facebook or follow them on Twitter. By integrating the data and pairing it with social media communication, Toys “R” Us can build a personal, real-time connection to its customers—and even localize promotions to each store. By incorporating social media into their marketing strategies, big-box stores have the opportunity to create the kind of one-to-one relationships that locally owned stores are known for.
Memorable Toys and Service, Not So Memorable Marketing Though locally owned toy stores may have the sense of community and an intimate relationship with customers that larger toy stores crave, they don’t have the same resources. A local storeowner usually doesn’t have the marketing budget that you’ll find at a large chain. Fortunately, just as big-box stores can gain something through social media, so can an independent store. One of the main marketing values of platforms such as Facebook, Twitter, and Foursquare is that they help communicate endorsement across social channels. Or, put another way, when customers broadcast their patronage or affinity for a business on the social web, they influence other potential customers because they are friends. As a result of these strong and influential connections online, businesses that make it easy for customers to share their enjoyment of their business reap the rewards of their customers’ endorsements. The first step, then, for any independent toy store is to make it as easy as possible for their customers to find them on a so-
JANUARY/FEBRUARY 2011
cial network: create a Facebook fan page, start a Twitter account, and claim their venue on Foursquare. Invitations on store materials such as receipts, business cards, print ads, and email signatures provide an opportunity for customers to connect on the social web. Once connected to the business online, customers can be engaged and invited to participate with the brand socially through polls, games, promotions, and news, communicating their enjoyment of the store with their friends at every turn. All of this interaction is completely free and extends the store’s reach into a community of individuals that exercise high levels of influence over one another’s purchasing decisions. It’s the most cost-effective form of targeted marketing there is. Of course, to benefit from social media, locally owned toy stores must recognize its increasing importance and put initiatives in place that make use of its power. An August 2010 survey by online reputation management service RatePoint found that small businesses are still surprisingly conflicted about the value of social media for their business, with 56 percent of those surveyed unsure of or in disagreement with the notion that their customers want to hear from them through social media. That 56 percent might want to reconsider their assessment of social networks, as New York–based digital mar-
ket research firm eMarketer says that nearly two-thirds of all Internet users will have some sort of social media presence by 2014. Essentially, those skeptical of social media’s utility are in danger of being left behind. RatePoint CEO and Co-Founder Neal Creighton summed it up well, noting “big brands are investing heavily in social media. Social media can be a great equalizer for small businesses to compete alongside larger brands, and small and midsized brands are missing out if they are not involved.” Instead of questioning them, smaller toy stores need to embrace social tools for success. By opening cost-effective marketing channels and enabling community building, social media has emerged as the great equalizer. Large toy stores with low levels of personal connection to customers are making gains in community building while smaller shops are enjoying increased access to promotional opportunities. In the competition for customers, social media is helping David become more like Goliath and Goliath look a lot more like David. ■ Jon Victor is CEO of Engage121, a company with core competencies in social media, enterprise software, and national and localized communications.
What’s New Toy Book Exclusive
Ganz Introduces an Amazing World
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he newest concept from Ganz, Amazing World creates an engaging, vibrant play space. Accessed through a Unity 3-D plug-in, Amazing World offers 3-D content and allows players to have control over their characters everywhere in the game, not just in the home. Amazing World focuses on the concept of discovery. The world expands as you play, with new things to find all the time. All members start out in the same area, but the world grows around them as they continue to play, unlocking new lands to explore and new quests and prizes to win. Social interaction is also key to Amazing World. The world is filled with robust characters that you can befriend. Get to know a character really well, and they'll task you with quests for a chance at rare prizes. A protected chat engine will be available and friends can work together to complete tasks for virtual cash and prizes. Using the web-enabled toy strategy pioneered by Ganz, the site will have both an original series of plush toys along with a line of figurines. Both toy lines will have codes to unlock access to all areas of Amazing World and provide kids with a virtual version of their Amazing World toy. Visitors will be able to try a limited area of the site for free. Amazing World is scheduled to launch this year.
Super Heroes Come to Sakar’s Electronics
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nspired by Marvel Studios’ upcoming Captain America: The First Avenger about the superhero, Sakar releases the Captain America CB Radio/Walkie Talkie Set. The retro communication set is great for two-person creative play. The set will be joined by other branded gear, including night vision goggles and sonar listening devices. Inspired by the upcoming Thor Marvel Studios movie, the company launches Thor Walkie Talkies, which are shaped like the powerful hammer, Mjolnir, that the superhero goes to battle with to save mankind. Other adventure/spy gear in the line will include blacklight decoders, flashlights, and “look and listen” binoculars with attached headsets. The Gummy Bear Digital Camera has the same translucent appearance and vibrant color palette as the gel candies. Photo editing software is included with the camera. Complementary products will include gummy bear digital photo frames, earbuds, gaming cases, and more. Based on Mattel’s new franchise about fashionable teenagers who happen to be descendants of famous monsters, Sakar introduces Monster High Earbuds as part of a broad new line of “monster chic” gadgets. Other products will range from room doorbell answering machines to text messengers and laptop sleeves. Captain America CB Radio/Walkie Talkie Set
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What’s New Playmates Does the Moonwalk
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laymates Toys is releasing two new Michael Jackson figures that will accompany last fall’s Billie Jean and Thriller releases. The new Michael Jackson Collectible Figures, Moonwalk and Beat It, are 10-inch replicas of the King of Pop. They each feature 37 points of articulation that allow collectors to pose Jackson in almost any signature dance pose. The collectibles are fashioned in the late pop star’s famous performance outfits and come with a figure stand with an MJ signature base. The company is working on a new toy line of Family Guy products that will launch in the fall. The line will feature figures that interact with play sets and real character voices from the television show. Michael Jackson Beat It Collectible Figure
Innovation First Glows in the Dark
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nnovation First’s new Hexbug offerings glow in the dark. Hexbug Nano is a 1.75-inch micro robotic bug that uses the physics of vibration to skitter along and explore its environment on smooth surfaces. Now it can come to life during the day or night. Pop the top of a Nano test tube to gain access to the unique code that enables kids to register and keep track of their collection at www.handandstars.com. The website is designed to engage kids with fun facts about real scientists and their discoveries, and to stimulate minds in increasingly difficult levels of game play. The Hexbug Nano Glow-in-the-Dark Starter Set contains one extremely rare glow-in-the-dark mutation, two easy to connect curved pieces, and one easy to connect hexagon piece. The Hexbug Nano Glow-in-the-Dark Spiral Starter Set features one multi-level spiral, 16 standoff pieces, two Hex Cells, and one extremely rare glow-in-the-dark Hexbug Nano mutation that can stretch its rubber legs, day or night, as it traverses through the sizable mini-community. The Hexbug Glow-in-the-Dark Nano uses the physics of vibration and its small but powerful motor to explore its environment. Hexbug Nano owners can now create a customizable playground for the industrious critters to traverse day or night using the Hexbug Nano Habitat Set. The set contains two extremely rare glow-in-the-dark Hexbug Nano mutations, four easy to connect glow-in-the dark curved pieces, three easy to connect glow-in-the dark straight pieces, and three easy to connect glow-in-the dark hexagon pieces, offering users a variety of configurations. Innovation First is expanding distribution for its Elevation Habitat Set, Raceway Habitat Set, and Hexbug Spider. Elevation features a multi-level spiral and bridges that can accommodate an entire Hexbug Nano collection, and enables each Nano bug to stretch its rubber legs as it traverses through the mini-community. Kids can race their Hexbug Nano bugs by constructing the customizable Raceway Habitat Set. The Hexbug Spider features 360-degree steering, an LED forward eye, and two-channel, user selectable infrared remote control. The two-channel remote control enables users to operate multiple bugs independently or at the same time. The largest member of the Hexbug Hexbug Nano Glow-in-the-Dark family, the Hexbug Spider features six-legged crawling motion.
Spiral Starter Set
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JANUARY/FEBRUARY 2011
What’s New Eastcolight Makes Exploration Fun
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astcolight, a company specializing in small telescopes and microscopes, offers new products to help kids explore the world around them. With a colored LCD and HD screen, Dr. Tec features instant view and storage of images and videos for astronomical and terrestrial observation. The telescope also features a tripod and a built-in digital camera, and can easily connect to a TV or computer to store your out-of-this-world footage. The iProjector can project up to a 50-inch image and can display images from laptops, netbooks, iPods, iPhones, digital cameras, mobile gaming devices (PSPs), and DVDs. More than just a projector, the built-in media player plays photo slide shows, movies, video clips, and music—enhanced by the built-in speakers. A camera on the move, Dr. Zoom has an earphone output and remote so kids can view and listen at the same time. From the remote onboard video camera of the tank, little explorers can view live video. The remote range is up to 100M, making the possibility of places to explore almost endless. Any kid can be a spy with 3-D Cyber Goggles, which feature radio and spy listening capabilities. The goggles also feature dualcolor night vision and a highly sensitive spy listener, which can pick up sounds from up to 30 feet away. 3-D Cyber Goggles
Uncle Milton Rides the Dinosaur Train
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inosaur Train will join Uncle Milton’s lineup of science and nature products as part of a partnership between Uncle Milton and The Jim Henson Company. Products will include Hatchers, realistic dinosaur eggs that “hatch;” Dinosaur Train characters Buddy, Tiny, Shiny, and Don; Dino Poop, a hands-on way for kids to discover what dinosaurs ate and create their own fossils; and Train Station Scale, an interactive scale to compare the weights of Dinosaur Train characters against other large items. Uncle Milton will also introduce new products from several hands-on science brands including Explore It! and the brand-new Horrible Pets and In My Room brands. From these lines come several new science toys that encourage the discovery of the world around us and bring science to life. New items from the Explore It! line include Fire and Ice Volcano, a volcano that can create two types of volcanic eruptions, and the 3-D Star Theater, a 3-D home planetarium. From In My Room comes the handheld fireworks lightshow for kids, Fireworks Lights Show, and a line of interactive critters and vermin called Horrible Pets, including R/C Rat and its lifelike scurrying action. Uncle Milton’s Star Wars Science line highlights the scientific workings and applications behind optics, electricity, and more. New to the Star Wars Science line will be Mini Lightsaber Dark Side Detector and an assortment of new Lightsaber Room Lights. Also for 2011, Uncle Milton is adding several new tarantulas to its Tarantula Planet line, which debuted last holiday season with R/C Tarantula. The line features sound-activated tarantulas with light-up eyes that scurry across any flat, smooth surface. Dinosaur Train Hatchers
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What’s New Tea Time for AlexWorld Ganz Introduces an Amazing
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very day can be a tea party withAmazing Sweet Scent Teacreates Party, an from Alex. The product comes with a strawhe newest concept from Ganz, World engaging, vibrant play space. Accessed berry-scented tablecloth, four teacups, four offers saucers, a teapot lid.players Kids can bake over and serve through a Unity 3D plug-in, Amazing World 3-Dand content andwith allows control their pretend treats to their friends with Tasty Treat Shop. The 34-piece set includes a sturdy, folding, characters everywhere in the game, not just in the home. double-sided shop;summer, a fabric apron and baker’s hat; with a plastic measurPlanned tobakery launchand in early Amazing World is filled robust charing cup and spoons; a whisk; a bowl; pretend baking ingredients; six acters that you can befriend, and have those friendships grow. Get to cookies; and a cake in five slices. know a character really well, and they’ll task you with unique quests for Bath time fun from Alex includes Noah’s Ark in the Tub, which a chance at rare prizes. comes with six different them in front ofstart the mirror Amazing World is an animals—just expanding playplace space. All members out in to see their mate. The Ark holds all of the animals and suction cups to the same area, but as they grow with the game, the world grows around the wall. Havethem a cartowash the tub with Dirty Cars.in. Dip the twointrocars them, taking new in lands to explore and play Planned in warm water to watch the dirt disappear, then drive them through the ductions include the ability for members to learn simple programming, car wash that suctions to the wall. Tasty Treat Shop
Delta Visits Sesame Street
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elta Children’s Products has signed a licensing deal with Sesame Workshop for licensed Sesame Street products for kids. The line will include 18 SKUs, including three new products that are brand new to Delta. Products will hit stores this summer, and will include toddler beds, memo boards, metal table and chair sets, and plastic toy boxes. The metal table and chair sets will also be sold individually, so parents can mix and match characters, with each chair being a different character. The plastic toy boxes are a new design with unique features, including character cut-outs. Delta will also introduce a computer desk for kids in a variety of licensed characters, including Disney•Pixar’s Cars. The company is also entering a new category as it unveils upholstered chairs featuring licensed characters. And, while Delta has always had a hand in helping moms keep their kids’ rooms organized, the company is taking that a step further with its new SOS and Eco Collections. These new collections were designed by a mom for moms to better organize children’s closets. The SOS (Storage. Organize. Style.) Collection has 18Sesame Street Toy Box 20 active SKUs. The sets include space-saving hangers, dividers, hanging organizers, and storage bins. The infant collection started with four core nursery colors—Beige, Barely Pink, Baby Blue, and Hush Green. Delta is also debuting its Kids collection, which includes bright colors Pop Diva Pink, Pop Orange, Pop Turq, and Pop Lime. The Eco-Collection is crafted of 100-percent recycled cardboard and non-toxic inks and adhesives, making it the perfect green alternative. The Eco-Collection has three active SKUs: blue, pink, and green. Eco Collection
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What’s New Get Organized with Neat-Oh!
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ids can keep their room neat with the Lego Star Wars ZipBin Storage Case, from Neat-Oh!. When unzipped, it becomes a Star Wars-themed playmat, perfect for testing out new Lego creations. When play is done, capture all the bricks inside. The ZipBins are sturdy, strong, stackable, and portable. Whether you’re fighting the Separatist droid army or simply packing your defeated enemies away for another day of galactic battle, the Lego Star Wars ZipBin Battle Bridge Storage Case can be used as a storage bin for clone troopers, Sith Lords, and Jedi Knights. Use the suspended battle bridge to gain the advantage over the enemy or sneak under them on the space station floor. Once the battle is over, all sides fit neatly inside this tool-box shaped case. The Lego Star Wars ZipBin TIE Fighter is also available. Lego bricks are not included with any of these ZipBins. Neat-Oh! also offers an array of Barbie-themed ZipBins. The Barbie ZipBin Dream House is a mansion that doubles as storage when the lady at hand needs her beauty sleep. When it’s time to play, open up the Barbie ZipBin Dream House to find two stories of elegant decoration all fit for a girls’ night or even a romantic dinner. The Barbie ZipBin Clutch is the perfect finishing touch for any outfit. It features Barbie-pink woven designs on the front and a dressing room on the inside. Take a step into prehistoric times with the large Dino-Land Museum Collection Playmat. See what life with the dinosaurs was like Barbie ZipBin Clutch from the volcanoes to tar pits to plant life everywhere. Graze with the other dinos or chase after prey with the fierce Tyrannosaurus Rex. Museum Collection Dino-Land includes four museum-quality animals and a large wipe-clean, two-sided playmat. Unzip the graphic, bold, patch-adorned exterior of the Hot Wheels Patch Racer ZipBin Backpack into a two-lane drag strip with a winding cityscape in the background. The car’s body is perfectly integrated into the shape of the backpack with a sewn-on Hot Wheels patch on the hood.
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Playmobil Is a Secret Agent
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laymobil is branching out beyond its usual play sets with its Top Agents line. The Spy Camera Set includes a camera with a USB port and a color monitor. The images shot from the camera are displayed on the monitor via wireless transmission and the Spy Camera Set can be added to the Playmobil Robo Gang Truck. The set also contains a bracket for mounting the monitor onto the Playmobil RC Module Set Plus. It is recommended for ages 8 to 12. The Secret Agent Headquarters with Alarm System contains covert features, such as a trapdoor leading to the jail, a jet ski hiding place for an emergency escape, and a secret command center with LED board. The Secret Agent Headquarters also contains plenty of equipment for the agents. The multifunctional vehicle can be converted for deployments on land, water, and air; the speedboat can be upgraded with the Playmobil Underwater Motor; and the LED super weapon can also be used against attackers. The set comes with five figures, including a double agent with a changeable face. It is recommended for ages 7 to 12.
JANUARY/FEBRUARY 2011
What’s New Welcome to Sqwishland
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qwishlanders were originally introduced to the public as Pet Friends more than four years ago. Last year, the .75inch collectible rubbery characters were rebranded as Sqwishlanders after kids said that’s what they would call them. Sqwishlanders can be found in vending machines everywhere, and, like other collectibles, some are plentiful and some are rare. Crack open a Sqwishlander container and a code is revealed to be played at Sqwishland.com, a free, interactive website with mini games, quests, and more. The Six Pack Sqwishlander Surprise Mix comes with four Sqwishlanders, one Rare Sqwishlander, and one Ultra Rare Sqwishlander, and includes 1,500 game points for use at Sqwish Land. The 12 Pack Sqwishlander Surprise Mix comes with eight Sqwishlanders, two Rare Sqwishlanders, and two Ultra Rare Sqwishlanders. The pack includes 3,000 game points for use at SqwishLand. The Party Mix 24 Pack includes 24 Sqwishland animals in one giant capsule: 16 Sqwishlanders, four Rare Sqwishlanders, four Rare Sqwishlanders, four Ultra Rare Sqwishlanders, and a collector’s guide. The animals can be bought in a Mystery Capsule as well, containing a large two-inch Ultra Rare Mystery Capsule. Each of the Rare, Ultra Rare, and Ultra Rare Mystery Sqwishlanders come in opaque containers, so collectors don’t know what they will get.
Reeves Helps Save the Animals
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eeves International, Inc., introduces new products to its Breyer Animal Creations equestrian line of hand-crafted, realistic horses, animals, play sets, and accessories for young pet lovers. In addition to Breyer’s new 2011 equestrian line, which features many new play and activity sets, Breyer has teamed up with the American Society for the Prevention of Cruelty to Animals (ASPCA) to create an animal rescue set featuring three of the most popular animals that the ASPCA protects: cats, dogs, and horses. The ASPCA Animal Rescue Benefit Program includes a trio of fourlegged friends and embodies the mission of the ASPCA: to protect animals from suffering and harm. Ten percent of all proceeds from the sale of this product will benefit programs within the ASPCA. The Pet Sitter Set is another new item from Breyer. This little girl is petASPCA Animal Rescue Benefit Program sitting for a cute black-and-white foal, a beagle, and a cat. Reeves is also expanding its Tolo offerings. It’s back to the land that time forgot with Tolo’s new First Friends Dinosaur Play Set. These fun and friendly dinosaurs roam side by side with the new First Friends Cave Boy in this make-believe world of mountains, caves, flowers, trees, and a “waterfall” slide. Each character has moveable arms, legs, and head, and has the signature Tolo clicking sound. Additional play sets and characters are available to create an entire world that integrates with the vehicles in the First Friends range, including the new Safari Quad Bike.
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What’s New UCC Has “Gacha” Covered
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n January, Tomy launched the Gacha Box category in the U.S. The goal was to provide a wide variety of high-value, licensed collectible products at a readily affordable retail price. The items are packaged blindly in the round Gacha Balls to encourage repeat sales, as kids try to collect them all. Gacha International secured the distribution rights to North America and Latin America in 2009. This is the first time this product design and packaging format has been released in the U.S. retail market. Gacha Balls’ current licenses include Nintendo featuring Mario Kart Pull Back Racers, Mario Galaxy Buildable Figures, and Mario DS Pens, as well as Zelda items. The Sega license includes Sonic the Hedgehog Pull Back Racers, as well as detailed Sonic Buildable Figures. The Disney product line includes Toy Story, Cars, Cars 2, and Disney Princess. UCC Distributing, Inc. is the exclusive distributor for Gacha Boxes in the U.S.
Street Surfing’s Whiplash Turns Pink
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treet Surfing is targeting its Whiplash, a modern twist on a scooter, to girls with the new Whiplash Pink. Like the original, Whiplash Pink enables girls to self-propel and turn sharp corners easily for carving and more. The product provides enough momentum that girls’ feet never need to touch the ground. The Whiplash Pink features a white, hot pink, and black color combination, integrated silicone grip tape decks, and Abec 7 bearings.
Fiesta Rocks Out
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iesta adds new rock guitars and banjo styles to its line of electric, bass, and acoustic guitars. The 39-inch Grim Reaper Electric Guitar has graphics that feature the Grim Reaper himself in moody shades of blue. The design has an airbrushed feel. The 39-inch Rock ’n Roll Tattoo Electric Guitar has a bold skull and heart design. The 30-inch Banjo is a five-string banjo for the beginner and experienced musician looking to get a bluegrass and folk sound.
Grim Reaper Electric Guitar
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JANUARY/FEBRUARY 2011
What’s New The Bridge Lies in Busytown
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he Bridge Direct, Inc.’s Busytown Deluxe Town Hall Play Set is in the middle of the action in the Busytown Play System, which includes figures, roadways, and play sets that all fit together to recreate the Busytown world. Features of the Busytown Deluxe Town Hall Play Set include the Town Hall Clock Tower with a real clicking clock, flip down balconies for the Mayor’s home and Police Chief’s office, flip-up ladders, a spinning fire hydrant, a tunnel roadway, and more. More than 20 pieces are included: two buildings, four Busytown characters, more than 10 pieces of track, and a DVD episode of the Busytown TV show. Additionally, the Town Hall play set is compatible with many other wooden track systems.
Get All Dressed Up with Rubie’s Costume Co.
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ubie’s Costume Co., Inc. introduces an array of costumes each year, both licensed and proprietary. Rubie’s has the license for the action fantasy Sucker Punch. The costume, Sweet Pea, includes a hooded jacket, shorts, glovelettes, and thigh highs. From the movie The Green Hornet, the Kato costume includes a black mini dress, a hat, an eye-mask, and gloves. Based on the cult classic Edward Scissorhands, Miss Scissorhands is now available for women. This sexy black dress is paired with glovelettes, a choker, a belt, a wig, and the iconic scissorhands. Based on the buxom bombshell of Jersey Shore, the JWOWW costume includes a black-and-teal snakeskin mini dress. From the upcoming film Green Lantern, the Hal Jordan costume features a muscle-chest jumpsuit that includes a light-up logo, a ring, and an eye-mask. Green Lantern’s Hal Jordan
Senario Is Remarkable
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enario introduces a full-function remote-control robot, called ZX-34. Launch power orbs at an opponent through ZX-34’s chest, then use the built-in vacuum function to pick them up, reload, and fire again. Senario also introduces Pikku Pals. Young girls can express themselves by stylizing their Pikku Pals with collectible Pikku Pops, collectible “button pops” that come in a multitude of themes, colors, and styles. There are three styles of cute, tactile, take-along Pikku Pals (Bear, Mouse, Puppy) and more than 50 buttons to collect. The bright buttons easily pop through holes in the characters and can be swapped around to create a new look every day. Girls can snap the carry handle around a bag or purse as a fashion statement. Senario has updated the Remarkables line with a new look. With Remarkables, Senario has created a line of creative, reusable, and economical color products. The product line includes washable fabric coloring books, reusable activity mats, and dolls with washable clothing.
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Pikku Pals
JANUARY/FEBRUARY 2011
What’s New Green Toys Serves Up a Slice of Fun
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izza lovers can pretend and play chef and server by taking orders, creating custom pizzas, and serving guests with Green Toys’ Pizza Parlor. This 28-piece set features four slices that can be stacked with toppings. Each part is made in the USA from food-safe, 100-percent recycled plastic milk containers that save energy and reduce greenhouse gas emissions. Each pizza ingredient is interchangeable with other Green Toys stacking play food products and fits on Green Toys kitchen sets. The set includes four pizza crusts, 20 pizza toppings, a pizza cutter, a Pizza Parlor menu, Pizza Parlor order forms, and a pizza “delivery” box.
Fungrins Offers Piggyback Bandz
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ungrins, LLC, manufacturer and marketer of Piggyback Bandz, takes the rubber band craze to a new level with a patent-pending version that takes the elastic bracelet and makes it perpendicular to the wearer’s wrist. Fungrins has incorporated a mini, shaped band that “piggybacks” on top of the traditional shaped rubber band, allowing the top shape to be easily seen when placed on the wrist. Layer the bandz with one, two, or more to create a word, a secret code, or design. There are currently eight Piggyback themes, including Glam, Football, Groovy, Sealife, Alphabet, Cool Rides, Safari, and Extra Letters.
Time for Some Marshmallow Fun
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he latest products from Marshmallow Fun Company are capable of rapid-firing mini marshmallows up to 30 feet. The Double Barrel Crossbow is perfectly suited for rapid-fire marshmallow fights. Just pull the string and a marshmallow is launched up to 30 feet. Pull the string again, and another marshmallow is launched from the other chamber. Each chamber holds 15 total mini marshmallows, allowing for 30 rapid-fire shots. The pump-action handle on the Double Barrel Shooter allows for rapid-fire of up to 40 mini marshmallows. Each pump shoots one marshmallow from alternating chambers—each time shooting a marshmallow up to 30 feet away. Marshmallow Fun Company’s products have a safety feature that ensures only marshmallows or similar soft objects are being shot. A mechanism compresses the marshmallows before shooting, and if the marshmallow doesn’t compress, it won’t shoot. That means no rocks, stale marshmallows, or other hard objects can be substituted and shot. Double Barrel Shooter The dishwasher-safe chamber makes cleaning up easy.
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JANUARY/FEBRUARY 2011
Wild Republic Makes Eco Rescues
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he new Eco Rescue Team (E-Team) play sets from Wild Republic include animal, vehicle, and rescue personnel action figures. The sets include wildlife fun facts and a learn-to guide explaining how kids can protect their environment. New E-Team sets include the Snowmobile with Polar Bear, 4 Wheeler with Giraffe, Helicopter with Gorilla, Boat with Shark, Helicopter with Elephant, Truck with Tiger, Swamp Boat with Alligator, and Truck with Rhino. A new series of animal replicas will be featured in the company’s Eco Dome line. Each set has a family of detailed figures in a variety of different species.
Learn How It Works, with Worx
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orx Toys’ radio-controlled vehicles are based on the question “How does it work?” The line gives children the chance to look inside the vehicles and find out how they operate. Each toy comes with a book that reveals the major parts inside the vehicle, and has 18 to 22 light-up features to identify mechanical aspects inside the translucent plastic vehicle. The Speedster Race Car has 25 different racecar parts and more than 66 different colored LEDs. Kids can learn how the Cyclone Police Helicopter works by viewing its 19 different parts, which feature 30 different colored LEDs. The helicopter’s rotors spin, but it does not fly. The Inferno Fire Truck features 29 different parts with 70 bright LEDs. Using a Inferno small joystick on the Fire Truck transmitter, the vehicle can run forward, backward, and side-to-side. The ladder can also go up and down, and kids can learn how it sprays.
JANUARY/FEBRUARY 2011
More Than Just Basic Fun
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asic Fun, a division of The Good Stuff Company, expands its product lines across the board for 2011. The line features new preschool items, handheld electronic games, and licensed impulse items. Basic Fun will expand its Fisher-Price Classics line with three new offerings based on childhood favorites: the Change a Disk Camera, School Days Desk, and Looky Chug Chug. These full-sized replicas include the working features of the originals and are styled to maintain the original vintage charm. The Change a Disk Camera, originally introduced by Fisher-Price in 1968, features interchangeable picture disks that are advanced by pressing the “shutter” button. Other features include a takeChange a Disk Camera along strap for the aspiring photographer on the go and a rotating flash cube. It comes complete with four picture disks. The Fisher-Price School Days Desk features the original chalk board, word stencils, and all 26 letters with a storage tray. The desk also features a compartment with doors for additional storage and a built-in handle for carrying. First introduced in 1949, the Looky Chug Chug has a smiling face and blinking eyes. Basic Fun’s version features moving eyes, revolving pistons, a familiar chug sound, and bell when you pull it along. Continuing to expand its line of handheld electronic games, Basic Fun will introduce Tetris; Space Invaders; Hasbro Games’ Battleship, Operation, and Yahtzee; and Mattel Classics Football and Baseball, in miniature carabiner format. These scaled-down miniatures work just like the originals for game play on the go. Lastly, Basic Fun introduces two lines that feature new takes on the classic pen and crayon: Doodle Twist and Unravels. Doodle Twist combines the fun of games with the function of a pen. Each comes with a pullout, retractable game board. Game pieces store in the twist-open compartment on top of the pen. Each Doodle Twist features Disney characters such as Lightning McQueen, Mater, Phineas, and Ferb. Unravels gives a new twist to the classic wax pencil. Colorful on the outside and bursting with hidden messages, jokes, and fortunes on the inside, Unravels is a crayon that gives more than just color. Pull the string to reveal the crayon and inside you’ll unravel more than 30 messages.
JANUARY/FEBRUARY 2011
Make a Funny Face with Sandstorm
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andstorm Productions, LLC is adding some giggles to its games line up with Fishin’ Frenzy and Funny Face Yard Pool—two children’s activity games for ages 3 and up, created by Giant Tree House. The games are designed to get kids up and moving and promote healthy active play, both indoors and out. Fishin’ Frenzy is a game of fish-catching fun. Reel in the high score and win with this angler adventure. Kids drop their line in to the fish tank and catch the hook-and-loop characters. Catch fish, coins, or the buried treasure and win. Funny Face Yard Pool is a game that turns your yard into a giant pool table. Use mallets to knock the white cue ball into the funny face character pool balls in order to send them into the four corner pockets.
Spin Master Takes the Party with Them
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ids can tote up to 25 of Spin Master’s Party Animals with the company’s Party Animals Wedding Cake Carry Case. The three-tier treat comes with exclusive bride and groom costumes for newlyweds and features peek-a-boo windows. After kids are done playing on the go, they can store their Party Animals in the case. The set includes the carry cake, three party animal bears, three exclusive costumes (bride, groom, and honeymoon), three stickers, three dangler strings, and a Party Animals Collector’s Guide. Spin Master is adding another collectible to its line of products: Gomu, a collectible eraser. There are more than 100 different Gomu erasers to collect, from pets and zoo animals Gomu to gadgets and music, and kids can find out how rare their Gomu is by using G-Points. The Gomu Deluxe Stationery Play Set can store pencils in the back and showcase the Gomus in the front. The play set comes in either Pet Store or Fashion themes, and includes two Gomu erasers.
JANUARY/FEBRUARY 2011
What’s New Take ’n Play Anywhere, with Patch
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ake ’n Play Anywhere Design ’n Doodle, from Patch Products, combines two activities in one: imaginative magnetic play and drawing with dry-erase. Kids can use the dry-erase markers to draw on the scenes or to color the magnets. Each set includes a colorful two-sided, 14-inch by nine-inch play surface that folds up and has a handle for travel. It can also be set up as an easel. Kids can create a new play set every time with the Tall-Stacker Mighty Monkey Play Set. The colorful pegs stack together and create different configurations for the monkeys to play on. The tree house can go on the left this time and on the right next time. Once the play set is set up, the monkeys can zoom down the slide or dive from the high pegs down to the tank below. The included activity guide suggest exercises for guided play and learning.
Wild Planet Ramps Up Spy Gear
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ids can see, hear, record, and store evidence with Body Wire. The portable recording device can be attached more new advanced tools from Spy Gear by Wild to a belt and the cord can be hidden beneath a shirt. Clip Planet. The Capture Cam is a motion-activated dig- the miniature microphone to a discrete location and colital camera with free downloadable spy-themed photo filters lect confessions. The recordings can be played back imand frames. The pocket-sized camera has an adjustable mo- mediately or later. tion sensor that can automatically take a Spy Safe is a vault with a magnetic locking syssingle photo or a rapid series of photos tem and no visible means of access. There is no when it detects movement. After adjusting dial, code, or keycode. Only the spy in posthe angle of the motion sensor, mini spies session of the magnetic key can open the can hide, leave the premises (making sure safe, so valuables are secure. not to cross the invisible detection beam), A must-have in every spy’s arsenal, or coax suspects into the room. The camthe Lazer Pen is a writing utensil, teleera stores up to 30 images at a time. After scope, flashlight, and multi-colored silent the evidence is gathered, the camera can communicator in one compact tool. The be connected to a computer with the intelescope swivels atop the pen, allowing you Capture Cam cluded USB cord. Upload the photos and to see enemies approaching from a distance. review them with the Spy Photo Lab editing software, which The removable flashlight helps you navigate your way can be downloaded for free. The photo lab contains a collec- through darkness. Individual yellow, blue, and red lenses tion of filters and frames that enable you to add special ef- stored in the center of the pen can be attached to the flashfects to your pictures, including caution tape, a “Wanted” light to narrow the beam, allowing you to project laser-like sign, video surveillance icons, and more. The Capture Cam signals onto any surface. Alert fellow agents to proceed with can also be used as a manual push-button camera. caution (yellow beam), freeze (blue beam), or abort their misAre you wearing a wire? Kids can with the Spy Gear sion (red beam).
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JANUARY/FEBRUARY 2011
What’s New PPW Has Yo Gabba Gabba!
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PW Toys is expanding its line of Yo Gabba Gabba!-licensed products with 12-inch tall Yo Gabba Gabba! Designer Plush based on the show’s characters. Each colorful Yo Gabba Gabba! Giant Floor Puzzle contains 30 large pieces to create a three-foot tall image of Muno, Foofa, or Brobee. For sports fans, PPW Toys launches All Star Express, a line of MLB- and NFL-themed wooden trains. Each pack comes with a decorated team engine and wooden sign featuring the team logo. Also available is a line of All Star Boxing Puppets. Each detailed puppet features a team mini-cap, mini-jersey, and mini-boxing gloves. The 11-inch tall puppets can “swing” at their opponents with both arms independently. Their arms can extend to an eight-inch reach. Officially launching at Toy Fair, the Mr. Potato Head Elvis Presley—“68 Special” stands at six inches tall and comes with removable parts, including a microphone and stand. Yo Gabba Gabba! Designer Plush
Join Summit for a Backyard Safari
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ummit Toys is expanding its Backyard Safari Outfitters line with Essential Field Gear. Many of the products include iron-on patches from the Pop-up Field Guide, allowing kids to show others their skills. Now young adventurers can carry all their gear at once. The company’s Essential Field Gear Utility Belt has a modular design that allows kids to pick and choose how they arrange their gear, and it is all at their fingertips. Kids can clip on a field comEssential Field Gear pass—such as the Expedition One, a Utility Belt three-in-one compass tool with a push button that releases the lid, an LED signal that can flash morse code messages, and a flip-out magnifying lens—to one of the adjustable d-ring loops. Or, they can slide the Lazer Light Bug Vacuum, which allows users to capture bugs by magnifying them with the built-in magnifying glass and sucking them up, into the holster. Also included with the Utility Belt is a large canvas pouch for storage, and there is space on the belt for two collection bottles, allowing kids to gather a specimen in the field and then observe at home.
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Kids can take a closer look at the birds in the sky or in their backyard with the Bird Watcher’s Field Kit. The kit comes with everything needed for bird watching: a pair of 5 x 30 power binoculars, a tripod to secure the binoculars, and three different bird callers (reed, whistle, and chirp). Perfect for both hiking in the woods and camping in a backyard, the Base Camp Shelter comes with everything needed to set up camp. The shelter is lightweight and easy to assemble, and comes equipped with storage spaces and pockets for field gear. Explorers can hide in plain sight with the company’s Camoflauge Netting. The die-cut netting is made of rip-stop nylon, is stretchable, and can be used in wet weather. The extralarge netting is five feet by eight feet and will be available in Forest Green Camouflage and Field Brown Camouflage. Also available is the Reptile Hunter Super Throw Net, which kids can use to catch creatures in the field, and the Butterfly Habitat, which is an ideal environment for butterflies.
JANUARY/FEBRUARY 2011
What’s New Kids Prefer Greenzys
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reenzys, manufactured and distributed by Kids Preferred, are eco-friendly products for children. This collection of four plush characters and storybook are designed to introduce green living to children. The Greenzys book is a story that teaches children the concept of environmental conservation. In this introductory story, a group of animals from around the globe band together to save the world’s oldest living tree and learn the importance of being green. The book is written by Danielle Mentzer and illustrated by Cris De Lara. Printed in the United States, the book is made with FSC/SFI/PEFC-certified paper and board with soy-based inks. The Greenzys plush toys are based on the characters in The Greenzys: Yew Yew, Peat, Willow, and Violet. Each one stands approximately 12 inches high and is made from soft soy fibers and colored with non-toxic dyes. With every Greenzys purchase, a tree is planted in one of our nation’s forests by The Arbor Day Foundation and a portion of the purchase is contributed to the Environmental Media Association. The plush toys provide a secret code on their hangtag telling children to visit www.greenzys.com, where they can input their code to receive their own personalized printable digital certificate documenting the planting of their tree. Greenzys launched at FAO Schwarz and Fred Segal last year, and will be available at many major retailers this year.
Collectible Items from Courage Brands
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ourage Brands has several new items underway for its Kookys brand as well as the ’Tudes collection. Combining the “old school” joy of writing with the latest trends, ’Tudes has a new 2011 line of collectible pens, stylized with edgy graphics and character designs. The 2011 line features Titus Hawk, who loves to play football; Mattie Hurts is a Roller Derby bruisin’ beauty; Akili Shumba is a fan of reggae music; Kelsey Lane supports soldiers; Arwyn Asher is a vampire; and Bella Armstrong is a darling diva. From the Kookys brand, Kooky Flashlights are a collection of the bestselling Kooky Klickers pen designs featured on a flashlight. In addition to traditional Kooky Klickers designs, the line includes characters from Marvel, Nickelodeon, and Star Wars. Kooky Flashlights will be available in the spring. Available in August, the Kooky Flashlight Pens feature the same favorite characters as the flashlight line as well as sports franchises. Kooky Pen Toppers are clip-on pens with interchangeable toppers. Featuring Disney Princess and SpongeBob SquarePants characters, each package contains one pen with two interchangeable toppers. Traditional Kooky Klickers are also getting a revamp, with 10 new Kooky Krews launching throughout the year, including images from the Cars sequel. Launching in March, a new line of Dog Tag Necklaces will feature a flat pen tucked into the traditional dog tag design, and Disney Princess and SpongeBob SquarePants will take center stage on a new line of Pendant Necklace Pens. ‘Tudes Yup Yup Brown
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JANUARY/FEBRUARY 2011
What’s New WowWee’s Jamz Now MP3 Compatible
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ids can soon choose from hundreds of specially formatted MP3s on Paper Jamz Pro’s new download library and download them onto their Paper Jamz Pro Series Guitar. The MP3-compatible guitars also have other new features, including real chords in rhythm mode that allows kids to add their own solos, a built-in accelerometer that adds a shift in pitch when you shake the neck, 14 fret sensors for playing power chords, and a real working whammy bar that has vibrato effects. The downloadable guitar can be played to make the user sound like a country, heavy metal, rock, or blues guitarist. The company is also introducing the Paper Jamz Pro Series Microphone, with three built-in hits and enhanced features that help kids sound like a professional recording artist. Enhanced features include Perfect Pitch Technology that analyzes and tunes a singer’s pitch, a solo/duet mode, auto-harmony that doubles or triples a singer’s voice to create harmonies, auto-vibrato that adds a perfect vibrato to a singer’s voice, and a chorus mode that multiplies a singer’s vocals. WowWee’s Lite Wand can magiPaper Jamz Pro Series Microphone cally capture color and light from any flat surface and share it with the Sprite sisters and related play sets in the play world of Lite-Topia. The wand and play sets in the line allow users to color their play world in whatever way they choose. The wand includes a color library, sound effects, and a spell mode from which interactive color spells can be sent to Sprites and play sets. It also includes three interactive games: Color Hunt, Color Mix, and Memory. The Sprite Sisters include Prisma, Astra, Meadow, and Brooke, and they cast and catch color and light to express their emotions. Bleak, the naughty one, rejects color and uses her powers to eliminate and disrupt the color of Lite-Topia. Each Sprite comes with a Lite Pod.
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Spider-Man Climbs Moose Mountain
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oose Mountain Toymakers introduces a variety of licensed products for kids. Join Spider-Man as he soars above the city streets fighting crime in the SpiderSense Playland. Toss the softflex balls into the top of the tower and watch them spiral down and around. This inflatable environment includes 50 soft-flex balls and can be used indoors or outside. Moose Mountain also introduces the ESPN Boxing Combination. Hit ’em with a left-right-left as you pound away at the heavy bag. Work on your handeye coordination with the speed bag. Adjust the height of the heavy bag or the speed bag to get the most power in your punch. “Let the good times roll” on the Kawasaki Quad ATV Ride On. Moose Mountain has designed this ride-on with new camouflage graphics reflecting the Kawasaki KFX 700 styling and attitude. Press the buttons to hear the engine revving, tires screeching, and other sound effects. Children can honk the horn and listen to music. This ride-on also includes wide wheels for added stability and safety. Chuck The Dump Truck—Friends for the Long Haul is a play tent with two tunnels that lead to a large interior play area. Two flap-up doors provide easy access in and out of the tent The new Cars Team Lightning McQueen is a play environment that features 20 soft flex balls, peek-through windows, an interactive play panel, and vivid graphics that bring the story to life.
JANUARY/FEBRUARY 2011
What’s New ToyQuest Tests Your Water Speed
It’s a Spring Carnival at Hidden City
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pring Carnival celebrates the return of spring. The festival draws revelers from far away to watch the vibrant street performers—including people, horses, and a variety of magical friends—and delight in the music, puppetry, juggling, and acrobatics. Townsfolk dress in their most colorful and elaborate costumes to welcome the season of new life. Children get a thrill as they ride the magical carousel. The horses of Herd Pantheon dress up for the parade as well. After purchasing Hidden City’s Spring Carnival Card Pack, kids can enter their secret codes at BellaSara.com to play with new horses online. The more secret codes they enter, the more horses, adventures, and horseshoes they will earn, With every activation they get to play fun games, make new horse friends, decorate their world, and more.
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he Speed Zone Electronic Raceway tests players speed down the water Speed Zone Raceway. Press the start button on the digital electronic timer and it will flash a red light. Get ready when it flashes yellow and then go when it flashes green. The seconds will flash as the sliders make their way down the raceway. Players can test themselves by trying to make it under the checker flags before the timer flashes a certain number, or try to beat their best time. Rip, curl, surf, and slide. The Rip Curve Surf Slide is a curved water slide that will make sliders feel like they are on the ocean. Slide down the curved slide, body surf against the inflatable wave, or splash into a giant splash pool.
Speed Zone Electronic Raceway
Be an Egghead with Bluw’s Eggbods
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rom Bluw, Eggbods are egg-shaped mix ’n match collectibles. Characters include Crack Commando, Eggatron Robot, and the piratical Captain Hard Boiled for boys; and the ballerina Eggelina, Fairy Tinkershell, and Eggs Factor singer for girls. With an interchangeable head, arms, and a special accessory, Eggbod combinations are endless. They even have a wind-up mechanism that gets them walking and moving their arms. It’s dress-up time with Air Hedz, inflatable headgear and accessories for both boys and girls. Boys can choose from a cowboy hat and gun, an alien head and hands, a robot head and blaster, a fireman hat and extinguisher, and a pirate hat and cutlass. Girls’ picks include a princess wig and wand, a nurse hat and nurse kit, and a pop star wig and microphone.
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JANUARY/FEBRUARY 2011
Smart Trike Converts from Infant to Toddler
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mart-Trike USA, LLC manufactures wheeled vehicles that grow with kids, from 6 months old to 3 years old. Smart-Trike products are accessible to babies in the form of recliners and strollers with safe steering handles for parents. For older kids, Smart-Trike vehicles can be converted into a tricycle. The company introduces two new collections for 2011. The SmartTrike Sport Collection has a linear motif and features a color palette of pink, red, orange, and green. Smart-Trike Fresh Collection The Smart-Trike Fresh Collection features patterns of butterfly wings in a range of three color combinations. Both collections have a seat belt and safety bar, rubber wheels, non-slip pedals, an anti-rollover bucket for carrying toys, and more.
Light It Up with Skyrocket Toys
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eon, by Skyrocket Toys, allows kids to make their own neon sign. Kids select their picture, follow the diagram to snap in the pegs, thread the Meon wire through the pegs and frame, and then turn on the battery-powered frame to view their masterpiece. The picture will glow in both light and dark rooms, and the product is reusable. Meon is available in three frame sizes from 7 to 15 inches, and with licenses such as Cars, Star Wars, Disney Princess, and more.
Activity & Construction PlaSmart’s Pop ’n Curve Pops Open a New World
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ith a little construction and imagination, PlaSmart’s Pop ’n Curve creatures swim, roar, and jump to life. Construction is simple: pop the perforated creatures out from the paper sheets, curve them along the dotted lines, and connect the tabs. Color in additional black-and-white shapes for even more creative fun. Unfold the backdrop and the scene is set for hours of imaginative play. The company’s PlaySnapz allow kids to construct 3-D objects such as flowers, planes, balls, and more by using five differently shaped pieces that snap together. PlaySnapz sets will be available as Mega Snapz (1,000 pieces), Essential Snapz (350 pieces), and Starter Snapz (200 pieces).
Fat Brain Toys? HexActly!
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ho knew geometry could be so cool? Fat Brain Toy Company’s HexActly features 24 pieces of congruently cool and colorful hexagons that fit together with precision. These chunky hexagonal pieces are designed to invite creativity and reinforce visual spatial skills while children ages 3 and up stack, balance, and sculpt patterns to form original creations. HexActly comes with a building guide to creating 20 designs. Dado Bricks are cardboard bricks on a large scale. These stacking cardboard bricks measure 12 inches long, six inches deep, and three inches high. Kids can use these stacking bricks to create kid-scale structures: walls, castles, forts, secret hide-outs, or even room décor. Unlike other simple cardboard blocks, the Dado Cardboard Bricks contain a protruding pair of square nubs along with a matching set of recessed square indentations. The result is a cardboard brick that when stacked, will not easily tumble and can retain a rigid structure.
Recycle Art with Shainsware
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hainsware elements are letters, numbers, and icons that are made from recycled and recyclable content and can be interchanged on accessories such as bookmarks, bracelets, necklaces, belts, key chains, and more. The Save the Sea Life Kit comes with translucent elements that mimic the jewels of the oceans. The elements can be teamed with regular bracelets or Shains Popsicle Bracelets, which come in four glittery and translucent colors. Shains Headband The Hieroglyphs Kit includes 50 elements, enough to write a top secret message. The kit is available with a bracelet or cuff. Kids can add a little more bling to everyday wear from elements and icons made in lead-free pewter. The MetalUrges kit includes a recycled rubber bracelet, available in 16 colors, and a set of 33 letters, packaged in a gift box. The company is also releasing 30 or 60 packs of elements in all-black or all-pink letters, as well as the Shains Notebook and Shains Headband.
Dado Bricks
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JANUARY/FEBRUARY 2011
Activity & Construction Get Your Models Glowing with Laser Pegs
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aser Pegs Ventures introduces construction sets that glow with LED-supplied light. With each Laser Peg shape illuminating or transferring low voltage current to any other shape it is connected to, kids can build endless illuminated abstract models. World of Bugs, a themed bug kit, and 3-D Lite Board are the latest editions to the Laser Pegs product line. World of Bugs allows kids to build light-up creatures, including a Giant Mosquito and a Brazilian Wandering Spider. The set comes with 84 pieces. The new 3-D Lite Board, with 40 holes that conduct low-voltage power, acts as a building platform for the laser pegs. With three light settings, kids can create an abstract model and set it to flash faster, strobe, or off. Suggested design models include holiday themes, space rocket platforms, drag racers, or even robots. The 3-D Lite Board can support up to 200 laser pegs and its base serves as a storage compartment for all the pieces. The Board can also be used to play five different board games. Existing customers can expand their original sets to build new designs of illuminated abstract models with the Board as well. 3-D Lite Board
Color, Stack, and Stow with Wooky
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esigned for preschoolers, Wooky Entertainment’s stackable Block Crayon allows kids to draw, then stack and store the block crayons. New for 2011, the Color & Stow Farm includes a mini-farm, 25 feet of illustrated paper roll, and 18 block crayons. The Block Crayon line has more than eight products. Mixy is a new fashion activity line for girls ages 4 to 8. Each piece in the line is complementary, interchangeable, and collectible, and creations can snap together and unsnap for more creative fun. The Sweet Heart kit includes 40 pieces of collectible beads, gems, and pins; one bracelet band; and an inspiration booklet. Candy Sweetness includes 150 pieces of collectible beads, charms, gems, and pendants; two earrings; and an inspiration booklet. The Mixy line features more than 12 products. Wooky Entertainment is also introducing a new Style Me Up product in 2011: Perfume Factory. Kids mix their favorite fragrances together with water to create their ultimate perfume and then add glitter powder for some sparkle. The kit contains six drop bottles of different fragrances, four spray bottles, three colors of shimmering powder, one color of glitter powder, 12 perfume test cards, a Style Me Up! spatula and measuring cup, and a color instruction booklet. Sweet Heart Bracelet
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JANUARY/FEBRUARY 2011
Activity & Construction Be a Scientific Explorer of Volcanoes and Outer Space
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olcanoes are one of the most awesome forces found in nature. When they erupt, they can shoot rocks and gases miles into the air and their lava flows can outrace a speeding car. Scientific Explorer lets kids recreate that concept at home with the Lava-Blasting Volcano Kit. In this kit, kids will find everything they need to create an amazing volcanic blast. They can cause their own eruption and watch the lava blow. Plus, they’ll learn how volcanoes form and why they explode. The volcano in the kit can erupt up to 10 times. What do you see in the sky at night? The moon and stars and maybe even another planet. But they're so far away. Scientific Explorer Jr. lets kids bring them closer to home with the My First Outer Space Science Kit. In this kit, kids will find everything they need to bring outer space indoors. They can create displays of stars and planets on their ceiling and walls. They can make their own pattern of shining stars, and get planets to glow in the dark. Along the way, they will learn scientific facts about the things floating around in space.
Welcome to Habaland
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aba announces the launch of Habaland construction sets, made of beechwood. These sets allow children ages 1 and up to create amusement and water parks right in their very own bedrooms or backyards. With Habaland Play Blocks, kids can build little houses or a tower. The trees and the vehicle with trailer will animate the mini-town. The conductor and the load in the trailer are removable. Discovering letters while constructing is no problem with Building Blocks First Letter Fun. They even allow words to grow vertically. Four cubes can be written on with the included chalk so that longer words may be constructed. Building Blocks First Number Fun is also available. With My Animal Friends Arranging Game, the big, handy pieces can be puzzled into various arrangements or stacked-up into a pile. The sturdy wooden frame offers stability and storage. Kids can build anything from their first mobile constructions to utopian vehicles and buildings with Discover the Building Blocks Technics—Large Basic Pack Vehicles. The patent-pending, orange rubbery grippers, snap-on wheels, and axles allow kids to connect blocks and turn them into vehicles. Build a huge marble maze that loops, swoops, and rolls with Ball Track—Big Looping Track. This starter set includes sturdy, rubber clamps. Building Blocks First Number Fun Children love to experiment with sounds and tunes. Arranged in the correct order, the melodious building blocks in the Ball Track—Melodious Building Blocks set form a pentatonic scale.
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Activity & Construction Mega Brands Takes Kids to BlokTown
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lokTown is a new preschool series available in the tigers, monkeys, and more at the BlokTown Safari Park. world of Mega Bloks. This new line of construction Build trees and habitats for exotic animals. This 25-piece toys brings the little town to life by offering set includes an articulated zookeeper figurine and boys and girls ages 3 and up an engaging buildsafari animals. ing experience designed to inspire their imagiIn addition to playing in Bloknation and creativity. Town, kids can join Blok Squad, The BlokTown Farm is a place where the world’s greatest everyday little farmers can grow food and raise aniheroes from the city of Blokmals. Feed the bales of hay to cows and tropolis. Make all missions horses, raise chickens, and much more. possible when you combine the This 67-piece deluxe set includes an articforces of the Fire Patrol, Police ulated farmer figurine with a tractor, four Force, Construction, Military, and Space different kinds of animals, as well as crops, Squads. When danger strikes, combine hay bales, fences, a barn for the animals, Squads to build custom vehicles and tackle the and a silo for the crops. toughest missions of Bloktropolis. BlokTown Safari Park Kids can create a home for their BlokTown With the Military Assortment—Army Base, kids friends with the BlokTown House. Build and decorate a control the action of state-of-the-art military vehicles as they multi-level home with rooms and furniture. This 62-piece guard Bloktropolis’ borders against intruders. Build the Mildeluxe set comes with two articulated figurines, a car, doors, itary Checkpoint, a military station designed to be a secure flowers, furniture, and more. entrance into top-secret areas of Bloktropolis. This buildBuild and rebuild the BlokTown Rescue Center and able army base includes a military checkpoint, three milisee how great these heroes can be. When the alarm sounds, tary vehicles, and four Blok Squad soldiers. slide the fire chief down the pole and sit him in the fire To protect the world, the Blok Squad has trained offitruck. Set up the hose and hydrant and position the ladder cers to perform high-risk operations to help put out fires and rescue people from burning buildthat fall outside of the abilities of reguings. The 35-piece large set features a fire chief action lar officers. For S.W.A.T team, that figurine, a fire truck with a ladder, a fire hose and means the S.W.A.T. Play Set— hydrant, and a rescue helicopter to Undercover Pursuit. This play save the citizens of BlokTown. set includes three buildable Give the citizens of BlokS.W.A.T. vehicles, four Patrol offiTown a chance to go on a busicers, and more accessories for ness trip or far-away vacation with more building action fun. the BlokTown Airport. Build the airport Set up an interplanetary S.W.A.T. Play Set—Undercover Pursuit and control tower to make sure the planes base with the Space Play Set—Mission can take-off on time. This 35-piece set includes a buildable Base. Build the Space Command Module, Space Shuttle, airplane, an articulated pilot figurine, a buildable airport, a Lunar Rover, and 6x6 Long Range Rover to embark on your luggage ramp, and a luggage carrier. space mission, visit new moons, and explore the galaxy. The Kids can take the citizens of BlokTown to see elephants, Mission Base set also includes four Blok Squad Astronauts.
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Activity & Construction Ohio Art Builds on a Small Scale
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he Ohio Art Company has been named by Kawada Company as the exclusive U.S. sales and marketing agent for nanoblocks, which are the world’s smallest toy building blocks, according to the company. Developed in Tokyo, nanoblock building and construction sets employ a patented double-feather design to lock pieces firmly together. Each mini collection of blocks offers building enthusiasts endless possibilities, making for a fun and easy project. Two sized sets will be offered; the mini-series features different animals from dogs to koala bears. The Sites to See series allows building enthusiasts to construct iconic architecture from around the world including the Taj Mahal and the Eiffel Tower. nanoblocks Frog
Protect the Castle with Playmobil
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ew for 2011 from Playmobil, the Hand-Launch kitchen, bathroom, and bedroom, making it the perfect getGlider "Extreme Team” lets kids have fun while away for a family of four. The pretty terrace decorated with enjoying the outdoors. Made with an ultra-light ma- plants has patio furniture and a grill for barbecues. The set terial, this red-and-yellow glider can even be used to play also comes with four figures and many other accessories. catch. The hand-launch glider also The Lion Knights’ Castle has an comes with a Playmobil pilot. The asymmetrical shape, which provides Hand-Launch Glider “Jet Team,” in plenty of space for playing. The castle is black and white, is also available. protected by double gates with a Kids can let their imaginations run portcullis and falling rocks, and it also wild with the Treasure Temple with includes a breakout wall, a drop-down Guards. Children can navigate the ladder, and a secret lift to bring up the treasure hunters through the guarded, king’s treasure when the castle is under trap-filled, treasure temple. The stake threat. The set includes six figures, two barrier, drop pit, and falling rocks make horses, functional cannons, and many it difficult to pass through the temple to other accessories. The Falcon Knights’ find the hidden treasure. The set comes Castle comes with a drawbridge, a with two temple guards, three treasure breakout wall, a drop-down ladder, and Falcon Knights’ Castle hunters, a giant lizard, a treasure map a trap door. The set also includes four that can be revealed when rubbed, and many other acces- Falcon Knights, a horse, a functional cannon, and many sories. other accessories. Children can role play with the Children’s Zoo. This set Playmobil families have plenty of room with the Large includes four figures, piglets, goats, sheep, and a lamb. It also Grand Mansion. The two-story mansion comes with two comes with fences for the animal enclosure, a rock formation staircases and space for seven furnishing sets, as well as rewith water fall, a birdfeeder, and many other accessories. alistic details and a functioning doorbell. The set comes with The Playmobil Summer House is equipped with a two figures.
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DuneCraft Helps Kids Grow
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uneCraft presents an array of new products. Slick Sand never gets wet and is perfect for sand and water tables. It can be poured, formed, and shaped underwater, and water slides right off of it when its out of the water. Grow your own shamrocks in just a week, with Lucky Shamrocks Sprout ’n Grow Greenhouse. Eco Plant Pals is an impulse line with a green twist. Available in 18 styles, they are easy and fun to grow, and each has a unique story to tell. The planter and dome are made from corn and are fully compostable. Styles include Tina Torenia, Aloe Alin, Carol Cactus, Brian the Brain, Fred the Fly Trap, and many more. Each one comes with a full-color sticker and limited-edition trading card. DuneCraft introduces new Hydro-Dome refills. Styles include strawberry, basil, catnip, cucumbers, peppers, and more. Each refill includes enough material for two separate plantings. DuneCraft also offers new pet terrariums featuring Garfield. Garfield Catnip Garden and Garfield Goofy Grass let kids grow plants that are safe to share with their pets.
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Activity & Construction Building Fun with CitiBlocs
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rom CitiBlocs, kids will quickly learn all traffic signs as they maneuver their way around roadblocks with CitiBlocs’ RoadBlocs, a strategy game made of colorful wooden blocks. The game asks players to respect the traffic signs while blocking your opponent so you can get where you are going first. Players must avoid traffic violations and signs including “cow crossing” and “steep hill approaching,” which add a bit of whimsy to the traditional traffic signs. CitiBlocs’ CitiKits now include a spooky haunted house, a pastel dollhouse, a Boston brown townhouse, and a red country house. A figure is included, but more people can be added with CitiBlocs’ CitiPeople, an accessory pack of wooden people. Add a little color to several kits with CitiBlocs’ CitiScape, which includes green trees, shrubs, and landscape features. The Little Builder Rattle Blocs are designed for little ones and includes rattle blocks, steps, and triangular roof pieces.
Alex Is Simply Marble-ous
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Knot, Smile & Cuddle
ew from Alex, Build & Roll activity kits let boys build a giant car or robot. Each set includes plastic nuts, bolts, wheels, a screwdriver, stickers, markers, and easy instructions. Kids can get artsy with Simply Marble-ous, which comes with all the tools needed to marbleize paper and stickers. Use the included marbleizing foam, liquid watercolors, tray, squeegee, and more to simply color, swirl, and dip. Kids can design 10 fabric badges with the Fab Badge Maker. Included with the 10 badges are the badge maker, 12 fabric circles, 12 glitter stickers, and gems. Knot, Smile & Cuddle allows kids to make their very own soft blanket with sleeves. Just knot together the edges of the pre-sewn cuddle quilt and add fleece fringe. The kit includes the quilt and 42 fleece strips. Alex has also partnered with three companies to bring kids a comprehensive array of craft kits for 2011. Alex has teamed up with TerraCycle to introduce M&M’S Candy Wrapper Jewelry. Using upcycled wrappers, kids can make bracelets, headbands, and belts—just fold and link. The product includes 200 pre-cut candy wrappers, cords, beads, sticky gems, and more. Alex has also teamed up with Dylan’s Candy Bar for craft activities inspired by sweet treats. Girls can show off their sweet side with Make Candy Wrapper Jewelry, Color a Yumbrella, Color a Sweet Wristlet, and Color a Candy Bag. Kids can decorate the My Sweet Diary and Collage a Candy Frame with yummy stickers and gems. Alex, known for creative toys and children’s lifestyle products, is adding to its Little Hands Preschool line. Ready, Set, Tell Time! is a comprehensive activity set that includes a clock with movable hands, daily activity cards, double-sided flash cards, an easy learning guide, and more, while Peg & Layer Jungle lets kids stack and layer with 25 pegs and 20 foam shapes to create a jungle with monkeys, trees, and flowers.
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Crayola Gets Kids Glowing
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rayola is expanding its Glow Explosion line with new ways for children to construct and create with glowing colors. Crayola Glow Explosion Gear lets kids construct fun, colorful, wearable gear with bendable glow sticks. A variety of glow sticks and simple connectors can be used to build laser light masks, glowing tiaras, neon neckware, or any bendy shape they can imagine. Just bend each tube to activate the glow and start constructing your glowing gear. Turn off the lights and then glow and play. The radiant glow lasts for up to four hours. Crayola Glow Explosion Gear includes 40 glow sticks in different lengths that glow in neon yellow, orange, and green, as well as 18 connectors. Crayola Glow Explosion Paint glows for a create-in-the-dark art activity. Activate the paint by mixing it with special powder and watch the neon blue, green, yellow, and orange colors not only light up, but cast their own light just like a glow stick. Select a scene to paint, turn down the lights, and get your creativity glowing. Kids’ artwork will illuminate for four hours. The paint, paper, and brush are contained in a plastic tray for easy use and clean up. Crayola Glow Explosion Paint includes four glow paint packs, five glow paint scenes, two paint brushes, and a tray-pack for paint mixing.
Visit us at Toy Fair Booth #144
JANUARY/FEBRUARY 2011
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Activity & Construction K’nex Plays with Elmo and Races with Mario
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’nex takes kids on a walk down Sesame Street with Sesame Street Building Sets, designed for ages 2 and up. With the Talking Pirate and Talking Knight Elmo Building Sets, Elmo actually talks. With a gentle push of his head, Elmo will tell you a fun fact about his adventures. An activity sheet with educational activities and additional building ideas are included. Roary the Racing Car Building Sets are based on the TV series Roary the Racing Car. The sets come with iconic Silver Hatch accessories that provide post-building play. An included adapter lets the car run on popular train track systems. Under the NASCAR license, K’nex introduces the No. 18 M&M Rig. The set includes 250 parts and a driver. The rig fits two racecars inside at once, and bears the official NASCAR hologram. For the Monster Jam license, the Grave Digger Vs. Son-Uva Digger Building Set features two dirt-like ramps and graveyard accessories so kids can create their own freestyle events. Includes authentic deco and realistic monster truck performance with big, chunky tires and working suspension. K’nex introduces a wide array of Nintendo Building Sets for fall. With the Mario & Standard Kart, Yoshi & Standard Kart, and Luigi & Standard Kart Assortment, kids can build and race with Mario, Luigi, and Yoshi in their standard karts from Mario Kart Wii, featuring pull-back, motorized action. With the Mario vs. the Goomba Building Set, build and race Mario past a Goomba in his standard kart. The set features batterypowered motorized action. The connectable track system works with all other Mario Kart Wii building sets. Collect them all to build entire tracks from the game. K’nex also presents the collectible Grandfather Clock. With more than 9,400 pieces, this set has more pieces than any other K’nex set ever. It stands over six feet tall when built, and has a working clock face, pendulum, and sound chimes.
Mario & Standard Kart
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Get Styling with Spin Master
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izu, from Spin Master, is a bead activity that allows girls to create magically transforming accessories. Mini designers can make bracelets, charms, and necklaces anyway they want and then give the jewelry a twist and create cute, posBizu able characters. Bizu is available in 60 characters stylized in glam, wild, rock, and funky designs. The Bizu Style Studio can be used to sort, dispense, and style Bizu characters. The studio includes four character templates, 36 beads, four elastics, a beading tool, and two key chain/backpack attachments. Kids can create four bracelets, link three together to make a necklace, or start a backpack and cell phone accessory trend. The Moon Dough Arctic Adventure is Spin Master’s newest Moon Dough creation after the brand’s launch last fall. The product allows kids to build and play in an arctic world and mold baby penguins, walruses, and polar bears in a magic-molding Igloo. Kids can watch as they slide down to the pond where they magically float on air, sliding, spinning, and playing around. Use the bumper paddle to send characters spinning across the ice as they bump, bounce, and play. Fab Effex is an activity kit featuring fabric that can bend, twist, stick, and hold its shape. The kit includes an array of shapes and sizes to build cool designs, plus scissors that allows kids to cut and customize. Kids can make 3-D stars, circles, and hearts using the hand-mold tools and then show off their designs. The package includes 140 pre-cut shapes, six full Fab Effex sheets, two premium Fab Effex fabric, three hand-mold shapes, one anFab Effex imal form, two accessories, one blank card, one idea book, and one pair of kidsafe scissors. From the twisted mind of Doctor Dreadful comes heaps of horrifying treats that kids create. Kids can brew bubbly brains or zombie skins, with the Doctor Dreadful’s Zombie Lab, and then eat everything they make. Inject spiders into eye sockets and watch in horror as his jaw rips open and he pukes his brains out. Then wash fears down with a delicious brain barf beverage. The package includes one Zombie Head, two tools, five pouches of food, and one cup.
JANUARY/FEBRUARY 2011
Activity & Construction My Wrap Is Fundamentally for Kids
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undamentally Kids, LLC introduces My Wrap, an activity kit that lets kids create their own signature gift wrap. Each My Wrap kit contains two partially complete, partially colored, themed wrapping paper designs that jump-start kids’ creativity, allowing them to draw, color, and decorate with the kit’s multiple stencil shapes, gift tag labels, colorful stickers, pencil, and eight crayons. My Wrap kits are available in four themes, including two for the holidays. My Gingerbread Theme features gingerbread people and candies, while My Nativity Theme offers illustrations inspiring kids to reveal the majesty of the nativity for their special Christmas wrapping paper creations. The two All Occasion kits are the My Zoo Animal Theme and My Dog Theme. Write-a-message graphics prompt kids to write their personal thoughts and feelings about the gift recipient and/or event. Each activity kit results in more than 10 square feet of customized, festive gift wrap.
GlowCrazy Lets Kids Write with Light
Get Artsy with ArtiSands
lowCrazy—marketed by Beverly Hills Teddy Bear under its BIGiggle toy line—is a new glow-in-the-dark toy that lets kids draw from a distance using light. The GlowCrazy Distance Doodler Magic Lightwand works from 10 feet away. The dual-action, glow-beam generator makes it easy to draw with both skinny and wide beams of light. The jumbo removable peel-and-stick wall clings can be placed on the wall, the ceiling, or any other flat surface, and removed quickly and easily, with no damage or sticky residue. Each GlowCrazy kit includes the Dual-Action Distance Doodler Magic Lightwand, two jumbo canvas wall clings, four stencils, and a tip booklet filled with games and design ideas. Orders placed online at www.glowcrazy.com come with a free bonus wide-beam Glow Wand, double the sheets of GlowCrazy canvas, and four additional stencils. GlowCrazy also offers the Doodle Dome and Glow-to-Go products for kids ages 3 and up.
rtiSands’ two new mini kits include eight Sandesigns and nine tubes of vibrant, colorfast, non-toxic sand. The Flower Mini Kit-Release features four unique flower designs and the Bug Mini Kit-Grab is a bug-hunting adventure—find a dragonfly, grasshopper, ladybug, and butterflies.
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Creativity, for Kids
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raft your own optical effects with a kaleidoscope you build yourself. The Make Your Own Kaleidoscope kit, from Creativity for Kids, includes a refillable chamber that lets you change what you view with a variety of vellum paper designs and other colorful items. Creativity for Kids is also expanding its activity kits for boys. Paint and Play Cement Mixer has a chunky wooden cement truck for kids to decorate with paint and 3-D accent stickers. The cement mixer features moveable parts as part of the play experience. The triangle-shaped paintbrush handles are easy for younger crafters to hold. A bonus craft apron is included. Construct, paint, and decorate a 3-D robot with the Color Changing Robot Light kit. The seven inch-tall robot is made of durable plastic—boys add translucent paint and dimensional stickers, then flip the switch and watch the light show. The LED lights are battery operated and safe for kids. Based on the success of the Recycled Cardboard Dollhouse, Creativity for Kids introduces its next ecofriendly kit, Recycled Cardboard Zoo. This set includes everything you need to play and pretend zoo. Made out of recycled cardboard, the easy-toassemble zoo has an entrance arch, animal enclosures, punch out animals and people, plus other zoo-themed accessories. Even the packaging becomes part of the experience as the inside of the box is printed with a play area. Once the zoo is constructed, decorate it with markers and stickers you color in yourself.
Recycled Cardboard Zoo
JANUARY/FEBRUARY 2011
Activity & Construction Color Me with MerchSource
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erchSource gets kids coloring and customizing their own cardboard playhouse with the Color Me PlayHouse. This eco-friendly playhouse stands nearly five feet tall and sets up in minutes. Kids can then color it and play in it. The Discovery Kids Motorized Pottery Wheel with Clay allows kids to make their own pottery creations. Decorate with the shaping tools and paint palette to write a personal message or simply add your favorite designs. The kit includes a motorized pottery wheel, a tool arm, a powered foot pedal, an AC adapter, an excavator with centering tube, three custom shaping tools for detailed pottery, six carving and shaping tools, a paint palette, six paints, eight jewels, 80 mosaic tiles, two brushes, a sponge, two pounds of air-dry clay, and craft glue. The Discovery Kids Tornado Lab re-creates natural world occurrences while providing ambient light. A bonus DVD is included.
Color Me Playhouse
Design It Yourself with The Orb Factory
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y First Sticky Mosaics Frog Prince Book, from The Orb Factory Limited’s new StoryCraft line, allows children to decorate their own picture book. The kit also includes a text-only book for Mom or Dad to read, allowing kids to admire the images they chose as the story is read to them. With four vibrant designs, it’s easy for kids to bring home the excitement of the tropics with Sticky Mosaics Tropical Friends. Children can bring tropical friends to life through the magic of mosaics. Decorate your own princess castle, frog prince, sparkling shoe, and smiling princess with the My First Sticky Mosaics Princess kit. The kit features oversized tiles and a simplified legend for little ones. The new Stick ’n Style Charming Chandelier can add a touch of magic to any little princess’s room, while boys can enjoy the Sticky Mosaics Curse of the Treasure Chest, which allows them to design and decorate their own special box to keep their treasures. Also available is the Sticky Mosaics Happily Ever After Jewelry Box. The Sticky Mosaics Crowns of Kings and Sticky Mosaics Jewel Tiaras are two new magical costume pieces from The Orb Factory that are perfect for make-believe games, and the SparkleUps! line includes sparkly stickers featuring butterflies, unicorns, and cupcakes that kids can use to My First Sticky Mosaics Frog Prince Book decorate anything from mirrors to notebooks to lockers.
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Scratch Art Is Sizzling Hot
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luorescent colors come to life when scratched with Scratch Art’s new Scratchin’ Hot products. As kids sketch their ideas and pictures on the velvety black surface of the Scratchin’ Hot Drawing Boards, bright and bold colors magically appear. The Hot colors include Glow Green, Punchy Pink, Oh! Orange, and Yow! Yellow. The line includes Scratchin’ Hot Combo 4-Pack, including four Scratchin’ Hot Drawing Boards in each of the four colors, a stencil, wood drawing stylus, and instructions; the Scratchin’ Hot Deluxe Set, including 16 Scratchin’ Hot Drawing Boards (four of each color), a designer stencil with 20 shapes, a fine-point wood drawing stylus, a medium-point wood drawing stylus, three show-off easel frames, and instructions; and Scratchin’ Hot Mini Notes, which include two of each color and a wood drawing stylus.
Lego Spins a New Theme: Ninjago
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ego’s Creator line is a collection of three-models-in-one-box building sets. Classic themes allow children to build houses and cars, then take them apart to re-build into new models. Lighthouse Island is new for fall. This classic lighthouse features a light brick, a motorboat, a grill, seagulls, and fish. In addition to the lighthouse, you can also build a boathouse and a seafood restaurant. Lego Technic caters to advanced builders who appreciate the challenge of creating authentic models that mimic their real world counterparts. The Bucket Truck features working steering, extendable outriggers, and an articulated and rotating arm. It includes step-by-step instructions to also build a telehandler. Lego City will expand with a Space theme. Junior astronauts can rocket into orbit to release the space telescope Space Shuttle after constructing the Space Shuttle. Builders can create a state-of-the-art Space Center to prepare the rocket for launch. From the control center to the launch pad, everything for the next space flight is in place. Lego City will also expand with a Harbor theme. Children can build a home for water recreation at the Lego City Marina. The surf shop and paradise café are a perfect place to start a day on the water. It includes a raft that floats in real water and five minifigures. The Lego City waterfront isn’t all fun and games. Builders create the Harbor Yard where freighters load and unload cargo. The set includes a boat that floats in water and four minifigures. Lego introduces a new play theme, Ninjago. Lego builders help four young Ninjas master the art of Spinjitzu, one of the lost martial arts, to save the world from the evil Lord Garmadon and his skeleton army. This hybrid play theme combines all of the Ninjago Fire Temple building and role play of traditional Lego themes with a social gaming experience that mirrors the art of Ninja spinning to defeat the enemies. Use strategy and skill to knock the opposing minifigures off their spinners to win weapons and power. Each set includes one minifigure, a spinner, three weapons, five strategy cards, and Lego bricks. Six series are scheduled to release throughout the year, and a number of Ninjago playsets will also be available, from a Mountain Shrine to a Fire Temple. Lego will also introduce building sets based on the Pirates of the Caribbean and Cars franchises.
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Activity & Construction RoseArt Helps Kids Blank Out
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oseArt introduces the next generation of Color Blanks. These decorate-your-own figurines now come in 19 designs featuring Clip-A-Blanks, Hairdos, In-Motion, and various seasonal designs. Using stickers, markers, and more—and a Color Blank as a canvas—kids can create their own personalized 3-D characters. Color Blanks products are recommended for kids 6 and up.
SmartLab Is Inspired by Rock Stars
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ock stars not only inspire others musically, but many look up to their fashion sense. SmartLab Toys’ latest kit in its Light Tablet Studio series explores the fashion donned by rock stars. The Rock Fashion Design Studio includes a LED light tablet; an acetate model, posed to perform and play; 44 clothing and accessory clings, including guitars; 10 colored pencils; sketch paper; and a book by Anne Harris, in which she reports back from the tour bus and the runway with goods on the fashion world. Readers can see how music inspires fashion and how designers can make fashion “sing” by using clothing silhouettes and customizing them with patterns and color. Designing is not just for girls; now boys can express their creativity and design countless cool rides with the company’s Car Design Studio. Kids can create customized vehicles, from Mustangs to Beetles, by using the 101 car parts and the LED-powered light tablet. The kit includes the light tablet, six acetate car bodies, 95 car body accessory clings, 10 colored pencils, sketch paper, and Rev It Up!, a book by Frank M. Young about drawing techniques and cool car facts. Also releasing this year is Custom Cars, a mini kit version of Car Design Studio.
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Toner Beads a Message
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ead the Message, from Toner Plastics, combines beading and secret message making and decoding in one product. The kit features 800 beads in 28 colors, and each color represents a letter, space, or starting point. The kit also includes a durable refillable case with a double-lock, five yards of pony bead lacing with connectors, plus 15 decoder cards with instructions to make about 15 projects. A free online decoder is available at www.beadthemessage.com.
JANUARY/FEBRUARY 2011
Dolls & Plush Corolle’s Classic Dolls
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ebe Do Mode is the latest classic doll from Corolle. This sweet 14-inch soft-bodied baby doll— dressed in a knit sweater with printed top, matching pants, and knitted booties—comes with a feeding bottle and a soft bunny. Thanks to the mini-picture book also included, little girls can learn how to take care of Bebe Do Mode just like a real mommy or big sister. From the Miss Corolle collection, Vanilla Blonde is a chic 14-inch doll with bright blue eyes and a wonderful fashion sense. Her new outfit includes a pink gingham dress with a silk bow and matching flower headband.
Bebe Do Mode
Bieber Fever Continues at The Bridge
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he Bridge is expanding its line of Justin Bieber products for 2011. Bieber fans can recreate their favorite concert experience at home with the new Justin Bieber Rockin’ Tour Bus and Concert Stage. The tour bus opens to reveal the concert stage with lights and cool sound effects. The product also features a special port so fans can connect MP3 players or laptops, and their songs can be a part of the show. Justin’s signature soft “swoosh” hairstyle is featured on the JB Signature Hairstyle Doll. Each Hairstyle Doll comes with several accessories such as a skateboard, backpack, or sunglasses. The next collection of Justin Bieber Performance ColJustin Bieber Rockin’ Tour Bus and Concert Stage lection Singing Dolls feature fashions inspired by the pop star’s worldwide concert tour. New songs being “sung” by the dolls (a 30-second clip) include “Love Me,” “U Smile,” “Never Say Never,” and “Eenie Meenie.” The Bridge is also introducing new ZhuZhu Pets products based on the brand by Cepia. The ZhuZhu Pets Take Along Hamster Hangout is the largest “take along” playset and is the center of Zhuniverse—all the hamsters live and hang out there to nap, cook, eat, or to get pretty. The Hangout features hamster tunnels that the Pets can slide through. Each Take Along Little Home and Small Playset can connect to the Hamster Hangout. New ZhuZhu Pets 3-inch Micro Plush characters will debut this year in new bright colors. Also in 2011, micro plush Puppies and Babies join the line.
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Dolls & Plush Hasbro Introduces Berry Special New Items
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asbro expands its Strawberry Shortcake offerings with new dolls and play sets. Throughout 2011, girls can follow Strawberry Shortcake and her friends on their adventures in Berry Bitty City in Strawberry Shortcake’s Berry Bitty Adventures, a new animated series on the Hub Network. To create this season’s berry best styles, girls can place Strawberry Shortcake onto the Strawberry Shortcake Twirling Flower Fashions rotating base. With the pull of a lever, the doll will spin. Girls then squeeze the plastic rose on the base and a light sprinkle of water sprays onto her chic skirt, revealing different patterns. Once the dress dries, the patterns disappear, allowing girls to create new fashions over and over again. Strawberry Shortcake Twirling Flower Fashions comes with one scented five-inch doll and two color-change skirts. Each doll in the Strawberry Shortcake Deluxe Doll assortment is decked out for a night on the town in Berry Bitty City. Girls can play stylist and use the ice wand to change the color of the doll’s hair streak to another hue and add fruitshaped barrettes. Each doll comes with two dresses, shoes, and accessories. Girls can act out exciting adventures with the Strawberry Shortcake Mini Play Set assortment. The Best Friends Clubhouse is a sweet spot where Strawberry Shortcake and her gal pals meet to spend an afternoon just hanging out. In the fall, Strawberry Shortcake and friends can visit the Fresh ’n Fruity Smoothie Station, the perfect spot to pick up a berry refreshing snack. Each set comes with a three-inch scented doll and themed accessories. Strawberry Shortcake Twirling Hasbro expands its Baby Alive offering of dolls that allow little girls to play mommy. Flower Fashions With Baby Alive Baby’s New Teeth, little girls can feed their doll a teething biscuit or let her chew on her teething ring and her two bottom teeth will pop up. Girls can brush her teeth by squeezing the tube of toothpaste and watch as the toothpaste magically appears and can be applied onto the toothbrush. After brushing, give her some water from her monkey sippy cup, and don’t forget to change her diaper. Hasbro expands its FurReal line of lifelike plush animals with FurReal Friends Nursery Pets. Every pet in the FurReal Friends Newborns assortment comes complete with its own nurturing accessory. This year, the FurReal Friends Newborns family includes a penguin, bird, chimp, bear cub, puppy, and kitten. Hasbro’s Furry Frenzies hit the road in style in the Furry Frenzies Zoomin’ Stage vehicle. This colorful tour bus opens on three sides and features a built-in rotating stage. The vehicle comes with the exclusive Paws McRockin’ pet and accessories, including microphone stands and headsets. The Littlest Pet Shop Hamster Playground Play Set is a world of fun for pets. Pets can take a spin in the hamster wheel or simply enjoy the view inside the rotating apple-shaped seat. A rolling hamster ball detaches from the Hamster Playground for on-the-go exploration. The set comes with two exclusive pets. Girls can watch pony adventures in the My Little Pony Friendship Is Magic animated series on the Hub Network. The My Little Pony Twilight Sparkle’s Twinkling Balloon Play Set takes Twilight Sparkle and Spike the Dragon (included) on an enchanting ride through Equestria. Girls can glide the Twilight Sparkle pony through the sky in a purple hot air balloon that illuminates and changes colors along the journey with the push of a star-shaped button. The balloon plays music and has a nighttime mode that plays soothing sounds and illuminates the balloon like a night-light.
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Dolls & Plush Playmates Has Heart For Hearts
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earts For Hearts Girls is a new line of 14-inch dolls representing real girls from real places who are in need. Each of the initial six dolls comes with a hair comb, a bracelet for girls, and her own story that includes ideas about how to make life better for the doll, her family, community, and country. The first dolls are from the U.S. (Appalachian Region), Ethiopia, Laos, Belarus, Mexico, and India. Every doll comes with a donation that, with the help of charitable partner World Vision, goes to organizations helping girls in those same countries. Fashion assortments for the dolls will be available in the fall.
Aurora Turns 30 and Offers New Plush
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urora World has several new plush on the agenda for 201l. The YooHoo & Friends line is adding nine new “dress-up” outfits. The Blast to the Past set includes three YooHoo & Friends “hippies;” the Go Green set includes two flower girls and a princess butterfly; and a third set includes a doctor, firefighter, and police officer. Each dress-up set includes two accessories. Fourteen new Mood Monkeys are also making their debut in 2011. The 14 styles include Catty, Soo Silly, Bad Hair Day, Chatterbox, Boy Crazy, Sweet Tooth, Ray of Sunshine, Oops Clumsy, I Love Shopping, Giggly, Sleepyhead, Party Girl, Book Worm, and Spa Girl. Boys can embrace Mexican wrestling with Lucha Libre! Extremo!, which marks Aurora’s first series of exclusive soft figurines based on the Luche Libre phenomenon. Kids can choose from The Eagle, Star Man, Bug-Man, The Skull, Burnie, and The Dragon. A comic book hangtag is attached to each plush toy. As part of a licensing deal with Wolverine World Wide, Inc., Aurora will launch and distribute worldwide the Hush Puppies plush animal line featuring a small (five inch), medium (10 inch) and large (18 inch) Hush Puppies basset hound. Portable clip-on versions are perfect for those who want to take their Hush Puppies pup everywhere they go. Aurora is also producing plush characters based on NaDoctor dress-up tional Wildlife Federation’s (NWF) new animated television series, Wild Animal Baby Explorers. Plush will include Sammy the Skunk, Miss Sally the Salamander, Benita the Beaver, Skip the Rabbit, and Izzy the Owl. Also at Toy Fair, the company will debut its limited-edition 30th Anniversary Bear. Lucha Libre! Extremo!
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Dolls & Plush Haba Gets All Dolled Up
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aba introduces new dolls and accessories. Annie has blond hair with a red hairband and ribbon. Her dangling, colorful legs are adorned with leg warmers. Clara is a pink polkadot and stripes kind of girl. She has red hair and wears a pink hairband. Elise comes with a yellow, heart-stickered bag and a big, pink hat and pink carnation. New accessories for Haba dolls include a purple and pink Infant Seat, a Table Seat that hooks onto a table top, and a Carry Cot with soft fabric handles. Haba’s new Horse Barn Lucky Horseshoe is a cozy home for horses. They enter through the stable door, which can then be closed with the hook-and-loop fasteners. The window can also be opened to give the animals a view onto the stable yard or the paddock. Thanks to the six bars, the horse barn can be set up sturdily or it can be folded up and stored away. Elise
Spin Master’s Liv Girls Have a Spa Day
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he Liv girls are off to a day of spa makeovers. At the new Liv Tranquility Day Spa, the girls can relax while getting all the treatments of a real salon: a color change, hair extensions, make-up, manicures, and pedicures. With the new color-changing feature, the Liv girls can constantly change their look. The set include the spa play set, hair extensions, facial masks, towel wraps, and other fun spa accessories. New for fall, Spin Master is introducing the Liv Wear and Share Styling Head. The styling head allows girls to create and style tons of different looks. The head comes with a special wear-and-share wig so the stylist can wear their own creation as well. The product also includes a pair of wear-and-share clip-on earrings, a wear-and-share necklace, a comb, a hair curler, and three brightly colored wear-and-share hair extensions. This spring, the Liv girls are hitting the beach and making waves. Each Liv Girl Making Waves doll comes with a stylish outfit for a fun water activity. The dolls include Hayden, Sophie, Katie, Alexis, Daniela, and new lifeguard doll, Jake. Also available in the line is Kayak, which includes a kayak, paddle, life vest, and underwater camera; Windsurfer & Paddle Board, with one wind surfer, one paddle board, one paddle, and one life vest; and Cabana, with one cabana tent, one lounge chair, Liv Tranquility Day Spa one magazine, one cup, one heart-shaped straw, and one rope of lanterns. Liv fans can now make the dolls dance with the new Liv Twist & Dance dolls. Daniela, Sophie, Katie, Alexis, and Hayden have a new feature where girls can make them do their favorite dance moves. Additionally, their hairstyles can transform from day to night as they get ready for the school dance. Each Liv Twist & Dance doll includes one Liv doll, one fashionable outfit, accessories, and one twist wig.
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Dolls & Plush Yoha Tech’s Tarsier-Inspired Plush Speak and Interact
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nspired by the Tarsier (a small primate from Southeast Asia) Tandars Interactive Pets, from Yoha Technology, speak to each other and can detect movements with the infrared sensors located in their eyes. The pets have lifelike expressions, blink their eyes, and move their head, ears, and mouths. If the pets are hungry or low on energy they will let their owner know, and feeding is easy—just connect their tail to any USB port. Their moods change with different interactions, such as if they are picked up or patted on the head. If left alone for a period of time, Tandars can get bored and will start to snore as they sleep. Tandars are available in three different variations and do not require batteries.
Goldberger Introduces the Baby’s First Brand
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he Goldberger Company is kicking off 2011 with the announcement of a new brand for children ages 0 to 3, Baby’s First. The baby dolls will help make bath time fun, ease little ones to sleep, and will sing favorite nursery rhymes. Goldberger’s Baby’s First baby dolls will be available for purchase at mass retailers
this fall. Baby’s First Little Sleeper is a soft, huggable baby doll that plays a lullaby when her musical heart is pulled. Little Sleeper can help baby develop motor skills and eye-hand coordination, while also stimulating senses of sight, hearing, and touch. Baby’s First Playtime Baby sings classic nursery rhymes “Patti-Cake” and “Ring-Around-the-Rosie” into her soft microphone when you press her tummy. Kids can join in and sing along. Goldberger is releasing another musical doll, Baby’s First Lullabye Baby. Lullabye Baby plays four classic bedtime lullabies when her tummy is pressed. The doll can stimulate baby’s sight, hearing, and touch, and make baby feel secure. Baby’s First Tiny Totes come with everything a tiny mom would need. The assorted soft carry tote bags feature bows, pockets, and matching soft accessories. My First Purse includes a soft cell phone, a soft flower-shaped mirror, a wallet with ID card, and a soft musical MPS player. My First Diaper Bag includes a teddy bear changing pad, a soft heart-shaped mirror, a baby bottle, and a lotion bottle. Also to be available in the line is Baby’s First Tubbles Layette, which comes in one of three bathing-themed outfits, and Baby’s First Happy Baby, which features a fun expression and style.
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Dolls & Plush New Pretty Ugly Characters
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retty Ugly’s new year is starting off with two new Uglydoll character introductions, available in four sizes each. Ugly Charlie and his little brother, Jrizzy, are always putting on a show. He likes to take center stage anytime he can, especially if someone is watching. If you really want to get on his good side, clap when you think his routine has come to an end—but most of his routines are never ending, so maybe bring some popcorn or something. This could take a while. Good luck. Basheeshee has always grown up in the shadow of his big brother, Big Toe. Mostly because Big Toe is huge! Well Basheeshee is huge too, not in size or muscle mass like his also blue bro, but in his capacity for love, caring, understanding, and letting his ears down to rock it baby. That’s correct! Math is his favorite art class! Add that up honey! Also from the company is the Action Figure Series in 12 unique designs. Each three-inch articulated action figure is packaged in a clear window box. Additionally, the company is releasing an Uglypillow Assortment of four pillows.
Ugly Charlie
Folkmanis Has Fun with Puppets
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olkmanis introduces a variety of new puppets, including a Pirate puppet, named Blimey. Blimey features an eye patch that flips up, gold teeth, an earring, and a stitched scar on his nose. The Lobster puppet looks just like the real thing with its realistic coloring, accordion-like tail, and movable claws and mouth. The puppet is 14 inches long. The Eastern Chipmunk puppet has chubby cheeks, a movable mouth and arms, and sits seven inches high. Its recognizable racing stripe and long, fluffy tail add to its character. The Gray Wolf puppet is 22 inches long and has feathery plush fabric in grays, browns, and whites. Big ears and a pointy snout give the Wolf its character and charm, while the movable mouth will allow a child to give it a voice, or howl. The Jester puppet, named Yorick, is a bundle of fun just as his real-life counterpart would be. Designed wearing a colorful red, purple, and gold outfit and hat, the Jester is a one- or two-armed person puppet. The Mini Monkey finger puppet sits five inches tall and has a classic look. It is designed in the style of the company’s Monkey hand puppet. Blimey the Pirate
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Dolls & Plush Wiggle and Wobble with Play Visions
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lay Visions introduces it latest toy filled with wiggle giggle fun, WiggleWobblez. The toy is half plush, half high-bounce water ball. The plush character is removable and can be placed on another WiggleWobblez ball. Kids can collect two styles: Wiggle-Wobble and Bounce.
MGA Goes Lalaloopsy
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GA Entertainment is adding three new characters to its Lalaloopsy line of large dolls, including the first Lalaloopsy boy. Blossom Flowerpot and Tippy Tumblelina are the new girls, and Patch Treasurechest is the boy character. Born on “Talk Like a Pirate Day,” Patch Treasurechest was made from a real pirate’s clothes. He has a pet parrot. MGA recently announced the launch of Mini Lalaloopsy. These miniature dolls come in their own little houses that kids can keep and collect, along with fun accessories (Peanut’s Spinning Ferris Wheel, Pillow’s Sleepover Party, Crumb’s Tea Party) and a pet. The company is also introducing Mini Lalaloopsy Pencil Toppers. MGA is expanding the Bratz brand with two new styles. Bratz All Glammed Up dolls have “memory hair” that stays however you style it. Spiral, crimp, wave, and straighten her hair over and over again with the included styling tools. Hair accessories and glitter are also included. Bratz Rock is all about rocking out in style. Each Bratz doll wears a cool fashion, has hair and face paint that glow in the dark, and comes with her own instrument. Each doll also comes with exclusive Bratz Bandz and her own instrument. Moxie Girlz are going 3-D. Each Moxie Girlz ArtPatch Treasurechest titude 3-D doll comes with an outfit that you can color yourself, a pair of 3-D glasses you can also decorate, and two washable markers. Moxie Girlz Summer Swim Magic dolls come with two fashions, a bathing suit for swimming, and an outfit to wear afterwards. The doll’s hair changes color and her feet kick when she goes swimming. Switching gears, MGA is also expanding its line of Zapf baby dolls. BABY born Soft ’n Snuggly is a super soft 10-inch baby doll with a vinyl head and Moxie Girlz Art-titude 3-D dolls hands. BABY born Giggle and Play loves to laugh. Shake her favorite rattle to get her giggling. Shake it again and she’ll laugh even harder. Tickling her tummy makes her giggle, too. BABY born Splash and Walk will start to splash and move her head when she is sitting in the water. Place her in the pool or bathtub and watch her splash her arms. Stand her up and with your help she will walk with you. She comes with a small starfish rattle, a soft towel, a sun visor, and an inflatable pool.
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Dolls & Plush Sock Creatures Come Alive with Piggy Wiggies
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iggy Wiggies creator Emma Louise has worn odd socks since she was a little girl. She has taken her love for animals, cuddly toys, and unusual socks and turned it into a business specializing in sock animals. These cuddly little creatures can fit in a handbag to take to work or school—perfect friends wherever you go.
Zoobies Prepares for Slumber
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oobies is known for its extensive line of three-in-one animal friends that triple as a comfy pillow, blanket, and plush friend. Now the company is introducing Slumber Pets, large Zoobies that turn into sleeping bags. Classic three-in-one Zoobies will also expand this year with the debut of both the Curious George and Goodnight Moon Zoobie.
Gund Is No “Squaredy” Cat
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he Squaredy Cats images seen on social networks such as Facebook and Twitter are coming to life with a new line of plush from Gund. Squaredy Cats offers whimsical statements of courage and pride. They are designed to evoke self-esteem and empower young people with confidence to show what they are “not squared to do.” Eight different characters are available. Gund introduces a variety of new plush toys for kids, including Peek-a-Boo Bear. Holding a cream-colored blanket, this beige, soft plush bear raises and lowers his blanket to play a game of peek-a-boo when his foot is pressed. The bear’s mouth moves as he says “Peek-a-boo, I see you,” to the child. Roaring Rex Dino is an interactive plush made of iridescent, textured fabric. Rex roars and tells jokes with the press of a button on his foot, all while moving his head and mouth. Phrases include “Roar! Did I scare ya? Roar! How ’bout now? No? Ah, forget it.” and “Wanna learn to roar like I do? Stand up real tall, turn your head to the side, and go ‘Ah Ah Achoo!’ Wait, that wasn’t right.” The ideal partner for watching the game together, Football Fanatic screams “Touchdown!” and “Boooo!” on command with the press of a button on his foot. Football Fanatic is also packed with several offensive and defensive sound effects and phrases (“De-fense! <clap clap> De-fense,” and “No more short stuff!! Let’s go long!”), activated with a pat on his shoulder pads. Squaredy Cats
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Dolls & Plush Jakks Dolls Up with Disney
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akks Pacific’s Tollytots division expands the My First Disney Princess Toddler Dolls line with Mulan and Snow White. Each 15-inch Toddler doll is dressed in her signature ball gown and features rooted hair, poseable legs, and a tiara. The lineup currently features Cinderella, Ariel, Belle, Aurora, and Tiana. Jakks is expanding its Disney Fairies line. The Disney Fairies 4.5-Inch Flit & Flutter dolls feature big, shimmery wings that flutter with the touch of a button and sport an intricately detailed dress, along with one pixie pass allowing girls to access and redeem points on pixiehollow.com. The Disney Fairies 4.5-inch Rainbow Fairies Collection fairies come wearing easy-to-dress vinyl fashions and rainbow glitter wings, perfect for the glitz and glamour of fairy life. Each fairy has a personality profile highlighted on the back of the package to tell each fairy’s unique story. Now girls can help nurture their favorite fairy’s pets with the Disney Fairies 4.5-Inch Fairy and Pet line. This assortment combines the fairies with pets from Pixie Hollow. Each set features a “bed time” theme and comes with a pet bed, pet blanket, and pet food. Girls can take a glimpse into the Fairies world with the Disney Fairies 4.5-Inch Fairy Play Environment. Tinker in the kitchen with Tink and take a bath with Silvermist. Each environment is created specially for the Fairy, and comes with magical “surprises.”
Rainbow Collection, Iridessa
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Schylling Monkeys Around
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ew additions are coming to Schyllingâ&#x20AC;&#x2122;s popular Sock Monkey Collection. Sock monkeys appeal to all ages and are gender neutral. The Nesting Sock Monkeys come with six smaller monkeys that nest inside one another. Kids can travel with just the largest monkey, measuring five inches tall, and play with the whole sock monkey family when they arrive at their destination. Each monkey has red yarn hair and individual expressions. Baby Sock Monkeys are colorful mini sock monkeys that come in purple, pink, and original brown colors. The babies stand seven inches tall and are as soft as the original 20-inch sock monkey. Also to be released is the Sock Monkey Coin Purse that kids can tote around during a shopping trip, or just to show their friends in the school cafeteria.
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Dolls & Plush Dandelion Introduces Earth-Friendly Dolls for Toddlers
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rom Re-Think It, Inc., Dandelion EarthFriendly Goods has combined doll play and eco-friendly practices with the new Organic Doll line. The ultra-soft and safe dolls are made with certified organic fibers made from corn. Available in blonde or brunette, the dolls are machine washable and dryer safe, and a portion of the proceeds will be donated to a childhood cancer organization.
ZombieZoo Scares Up Quirky Plush
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ombieZoo, the line of collectible plush toys from children’s author/illustrator Neecy Twinem, features a slew of quirky characters with unusual storylines and unique personalities. The cute and spooky plush stand 12 to 15 inches high, are made of soft fleece, and have a loveable “Frankenstein” quality of stitching. The ZombieZoo group includes leader Boo the black cat; Stich, a pig obsessed with hygiene; Muck the monkey; Rob the rabbit; and Toxic the snake.
Plushy Feely Corp. Gets Emotional
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lushy Feely Corp. is expanding its line of Kimochi—which means “feeling” in Japanese—characters. Each three-inch Kimochi character comes with three plush “feelings” and a How-to-Feel Guide with tips for parents on how to connect with their kids during emotional moments. Using the Kimochi and characters, kids can get in touch with their emotions through puppetry and play. The accompanying guide introduces the quirky personalities of each character. New for 2011, Kimochis Clover is forgetful, but always kind and funny. The four-leafed clover has a case of bad luck, and can be called happy-go-not-lucky. Kimochis Clover comes with Happy, Optimistic, Disappointed, a Feel Guide, and a removable ladybug. Also new, Kimochis Bella Rose is sensitive and sweet, but sometimes closes up when her feelings get hurt. For Bella Rose, being sensitive can be a blessing, but it can also be a challenge. When Bella Rose’s feelings get hurt she has a hard time expressing herself. KiClover with Happy, Disappointed, mochis Bella Rose comes with Happy, Confident, Insecure, and a Feel Guide. and Optimistic
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Douglas Company Is Super Sassy
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ouglas Company has added more Fuzzles for 2011, which are floppy, ultra-soft plush. The 11-inch newbies include Hildreth the Purple Daisy Owl, Monica the Purple Daisy Dachshund, Esmerelda the Purple Daisy Horse, and many more. There are also two new Fuzzles in a 16-inch in size: Aqua and Pink Posy Turtle and Herta the 16-inch Posy Frog. Douglas brings functionality to the plush category with new line extensions to its Sassy Pet Sak Sillos series. Sillos are created in the silhouette image of the animal or item for which they are named. This year will see seven new Sillos, including Picnic Dachshund, Peace Horse, Spring Meadow Owl, On a Whim Horse, Pinky Cowgirls Horse, Unlikely Friends Cat, and Pony Print Horse. Each new Sillo measures from 10 to 11 inches and features bright patterns and whimsical hues. Designed for girls ages 3 and up, they are perfect for carry-along items, complete with shoulder strap and easy-to-use zipper closure.
Esmerelda the Purple Daisy Horse
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Games & Puzzles Math on a Board by Wooky
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ooky Entertainment’s Mathable is a cross-number game of mathematical equation. The game challenges players to put together basic math equations to earn the highest score. Players can either add, subtract, multiply, or divide two adjacent numbers and then place the tile to the right, left, below, or above the original tile that solves that chosen equation. The game includes a game board, four wooden tile racks, 106 wood tiles, a deluxe storage bag, and a color instruction booklet. Other Mathable games launching this year include Mathable Quatro, a card game, and Mathable Domino.
Green Lantern, Smurfs, and Happy Feet 2 From Pressman
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ressman Toy and Warner Bros. Consumer Products, on behalf of DC Entertainment, have teamed up for a line of games based on the new June film, Green Lantern. The games will be available at retailers nationwide in May. Pressman’s Green Lantern lineup includes Green Lantern Power of the Ring, an adventure-filled game where players must go around the game board collecting constructs that will help them get to the Green Lantern, and Green Lantern Guess Where They Are, a strategy game where players must ask questions to figure out the order in which their opponent has stacked their tiles in the game tower. The Smurfs is set to hit theaters August 3, and Pressman Toy will release games and puzzles based on the movie this July. Games will include Smurfs Whirl and Twirl Clumsy Game, which features a 3-D spinning Clumsy Smurf. Players must collect cards with their favorite Smurf characters and fill up their game cards to win, but they never know where Clumsy will stop and pop out a card. Race to Smurfs Village is a board game where players choose their favorite Smurfs character and try to be the first to get to their village. Special spaces help players get closer to the village, while others will set them back. A follow-up to the 2006 Academy Award-winning Best Animated Feature Film, Happy Feet 2 will premiere in theaters November 18. Pressman has signed on to launch a line of games and puzzles based on the sequel, in stores this fall. The games include Happy Feet 2 Freezing Frenzy, featuring a battery-powered Erik who shivers and shakes, kicking ice cubes out of the ice ring; Happy Feet 2 Hold On Erik!, a game of skill featuring Erik balancing atop blocks of ice that must be carefully pushed out one by one; and Happy Feet 2 Thin Ice, a game of skill where players must place marbles on a “sheet of ice” without breaking through.
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Games & Puzzles Winning Moves Brings the Insanity Back
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nstant Insanity, the classic colored-cubes puzzle from the 1960s, is back from Winning Moves. Also to release is Instant Insanity II, a modern version of the puzzle with no loose pieces. To play the new version, players move one or two panels onto the rotating top and twist; rotate the puzzle’s base and you’ll move four panels at once. Boggle has gone big. Big Boggle has more cubes and letters, and for the first time, a special “Double Letter” cube that makes it easier to form five- or six-letter words (or longer). Big Boggle includes 25 plastic letter cubes, a plastic cube grid, a dome and cover, a three-minute sand timer, and illustrated instructions. In Flip For It, kids press down on Flippy, let go, and watch him flip and roll the dice. When he lands on his feet—which happens every time—players claim the card that matches the number on either die or their total. If a player can’t match, then they can “flip for it.” The game include Flippy, 52 custom cards, and illustrated instructions. Winning Moves will also release Pass The Pigs Pig Party Edition, where up to four players can play at once and four pairs of pigs are included.
Spin Master Tests Pop Culture Knowledge
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pin Master’s new board game, The Logo Board Game, tests players’ consumer and brand knowledge. The first person to make it into the winner’s circle and answer all the questions correctly, wins. Based on Fox’s game show of the same name, Spin Master’s Million Dollar Money Drop also tests players’ pop-culture knowledge, as if they were on the show. Only seven questions stand between a player and $1 million. With four answers to choose from— and only one minute to choose—players must pick which drop, or drops, to place their money on. Last summer, Spin Master expanded into the board games category with the acquisition of a number of board games from Imagination Games. This year, the company is set to debut the games, including Quelf, Battle of the Sexes, and Beat the Parents. Quelf is an adult party game that asks players to answer crazy questions and perform ridiculous stunts. There’s only one rule—obey the card. If a player obeys the card they get to move ahead. Battle of the Sexes pits man against woman to settle the internal debate of gender superiority. Players discover if women know the top-selling motor oil in America, if a man can accurately describe what a pumice stone is used for, and more. Do parents really know everything, or do kids call the shots? Beat the Parents puts generations’ knowledge to the test in a travel card version. Players answer silly questions as they make their way through the hilarious cards. Watch out for the wild cards, which can send players back or skipping ahead.
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Games & Puzzles PlaSmart Serves Up Twists and Turns
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rom PlaSmart, flip, twist, and turn your way through a three-dimensional, gravity-defying world of Perplexus challenges with Perplexus Rookie. The 75 barriers allow for endless fun and a shelter finish keeps the ball in place at the end to secure your success. Once you’ve mastered Perplexus Rookie, take a turn at Perplexus Epic. With 125 barriers and nifty new twists and turns along the way, the game provides hours of challenging, three-dimensional fun.
A Bevy of New Licenses for Cardinal
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ardinal introduces new licenses and product lines in the games and puzzles categories. New licenses for 2011 include Squinkies, Million Dollar Money Drop, Hello Kitty, Sock Monkey, Thor, Captain America, Family Guy, and Cars 2. Cardinal offers Disney games and puzzles including Princess Foil Puzzles in a shaped tin, the Princess Friends Forever game, and the new Cars 2 Tire Tub packed with games. Cardinal announces its new line of games and puzzles based on the Squinkies toy brand. Each item in the line captures the fun of Squinkies by including Squinkies moving pieces and, of course, one is a “Surprize.” There will also be lenticular puzzles that highlight the array of Squinkies friends and pets. Sock Monkeys are also making an appearance on games and puzzles by Cardinal. The Where Is Sock Monkey? Game comes with a real Sock Monkey, and has kids hiding him and then searching the house for him based on a series of clues. There is also a Where Is Sock Monkey? Card Game, as well as a line of Sock Monkey puzzles. Games and puzzles based on the Marvel characters Spider-Man, Thor, and Captain America are packed with action and fun. The Spider-Man Skyscraper Game challenges players to knock out the blocks without letting Spidey fall. Games and puzzles based on Thor and Captain America will release with the movies this spring. Foil puzzles in shaped tins will also be available. Cardinal announces that it will offer a card game based on the new game show, Million Dollar Money Drop. On the show, contestants start off with $1 million, and just seven questions stand in the way of them and their money. The card game will replicate the excitement at home and on the go. Items based on the animated Family Guy series will include trivia games, dominoes, and playing cards. Puzzles will feature characters that span the history of Family Guy. There’s also a Family Guy Trick Pong game that will have players bouncing balls from the ramps to the walls. Not to be left out is a new line of games and puzzles featuring Hello Kitty’s sweet style, and Bikini Bottom’s most famous resident, SpongeBob SquarePants.
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Fat Brain Passes the Potato
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pud! is a potato-passing party game. Precocious potato card characters are on the move! Kids will get to know Chip, Spud, Curly, Tots, Tater, Latke, Couch, Wedge, Ukon, and Dumpling, but avoid Rotten: he’s rotten. Kids use hand-eye coordination to try to be the last player with five potatoes to win. Say Uncle! is the card game of not giving in. In this cunning strategy game, players force their opponents to spell the word “U-N-C-L-E” using cards in the deck while attempting to get rid of the same letters played on themselves. If you end up with “U-NC-L-E” in front of you at the end of your turn, you’re out.
Screenlife Joins the Glee Family
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lee fans can Gleek out with Screenlife’s latest game, Scene It? Glee. The DVD game captures the music, excitement, and laughs of McKinley High, live and “onstage” in players’ living rooms. The game features on-screen puzzles, Glee-inspired music trivia, activities, and more. Also to be launched is Scene It? Harry Potter The Complete Cinematic Journey, which follows Harry’s journey from his first days at Hogwarts to his ultimate battle with Lord Voldemort. The DVD allows Potter fans to relive all eight films in one game.
JANUARY/FEBRUARY 2011
Gotcha! Buffalo Games Gets the Party Started
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uffalo Games announces the launch of its newest party game— Gotcha! for ages 14 and up. In Gotcha!, players race to hit the buzzer whenever they see someone breaking a rule—all the while making sure they are following the rules themselves. As more rules are played, mayhem ensues. Gotcha! group rules are displayed for all players to follow, while some players will also have individual rules in play. All eyes are on the deck as each player tries to catch the others breaking a rule without compromising their own rules, which can send them back on the game board. With multiple hands reaching for the buzzer as each card is drawn, this game has nonstop action.
Ceaco’s Zany Puzzles
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eaco has a slew of new offerings, including 37 new puzzle series. The Baffler, by artist Chris Yates, is the newest novelty puzzle in Ceaco’s line. Each of the three puzzles in the series is randomly designed and cut in odd ways to add to the difficulty level. Puzzle STIX, with art by Sharie Hatchett-Bohlman, Colin Thompson, and Kevin Whitlark, is a double-sided wooden puzzle that includes an elegant wood frame for display. The puzzle is composed of 42 custom-cut wooden sticks that form one of two colorful and confusing images on each side. For the younger set, CeacoKIDS’ newest puzzle, The Fuzzy Puzzle, with art by Bart Wolf, is great for little hands. The 24-piece puzzle is made out of felt with a rubber back, which makes the pieces easier to grasp. CeacoKIDS will also continue its Pinkalicious license with Silverlicious puzzles in a 24- and 60-piece series.
JANUARY/FEBRUARY 2011
Games & Puzzles Flip for George & Company’s LCR Card Game
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eaturing the same play as the original LCR/Left Center Right Dice Game, in the LCR Card Game, players flip over three LCR cards that are labeled with Ls, Cs, Rs, and dots, which determine where the flipper’s chips will go. The last player with chips wins the game. This card game is designed to be fun for the whole family.
Briarpatch Introduces a Spectacular Array of New Games
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n recognition of the 20th anniversary of I Spy, Briarpatch introduces I Spy Spectacular, a game with a three-tiered spinner that will send players over the edge looking for picture matches. There are riddles that become a creative activity at the end of every round. There are several ways to play for younger and adult players, ages 5 and up. I Spy Ready to Read, for ages 4 and up, asks kids to read the riddle on your game board, find the objects, and punch them out. When you’re done, play it in reverse. Read the riddles, name the objects, and put them back on your board. Trade your board with other players and the fun goes on. There are four games to play. I Spy Wonder Tubes is a collectible game that’s self-contained, for ages 5 and up. Among the glitter and the sand, players swirl lots of items to find in order to solve the different riddles that are included with each Wonder Tube. The Fancy Nancy Fabulous Fashionista Game is for ages 5 and up. Pair the ensembles like a fashion maven to win this game, which is all about collecting the perfect dress in your armoire and just the right shoes from your shoe caddy. Collect three outfits to win Fashionista. The game comes with cling stickers to decorate (and redecorate) your armoire. With the Goodnight Moon My World ABC Game, for ages 3 and up, go beyond “the great green room” into My World, the companion book to the original Goodnight Moon. Bunny’s world blossoms in this new preschool game designed to help familiarize children with the alphabet and sight words. There are five games to play. Madeline and her friends are visiting their new friend who lives in the White House in the Madeline at the White House Game, for ages 4 and up. This “get up and play” game has players running about from one landmark square to another, which are placed throughout the play area. Tic Tac Turn, for ages 8 and up, gives the classic game a new spin with a 3-D game platform. Make your move on your choice of four levels, or give a level a turn. Watch out, the turn you make may line up someone else’s pieces. The game is easy to learn and fun for the whole family. Briarpatch also offers new Mini Games, for fun anytime, anywhere. These small games are easy to carry and clip onto backpacks, belt loops, and bags.
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Burst into Spontuneous Song
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pontuneous is a unique party game that is designed around the fact that when people hear a certain word, sometimes it triggers them to sing a song. The game targets anyone who likes music and asks players to stump their opponents. The game begins by asking all players to think of a song and write a few words from that song, called Trigger Words. Players have to choose carefully because if you are picked as the roundâ&#x20AC;&#x2122;s Tunesmith, that word will be read aloud and the opponents will have to try to think of any five-word phrase from a song that contains that word. The object is to stump other players, so the harder the word the better. If no opponent can think of a phrase, the Tunesmith must prove that they know a song with that word by singing a five-word phrase. The game includes the Spontuneous game board, 10 player pawns, 50 Spountuneous cards, a 15-second timer, a Hitlist Tablet, dice, and a Spontuneous rules sheet.
Hey, Waiter! R&R Is Ticked Off!
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&R Games, Inc. is presenting two new games at Toy Fair: Ticked Off and Hey Waiter!. Ticked Off gives players the opportunity to crush, or impress, friends with quick thinking. The game begins with a category, such as “Things in a pie.” Players bid on how many things they can list and the highest bidder sets the tick mark to that number. Right before the timer is set, a mystery category is revealed, and then all players frantically write down as many items as they can from either category. Points are scored for unique answers and for beating the high bid. Hey Waiter!, designed by Anthony Rubbo, is a card game race in a restaurant. Each player or team has to manage a staff of waiters and busboys trying to be the first to dish out all of their orders. Players try to be the best culinary manager as the cards are played and the restaurant gets busier. The game will find out which player has the best wait staff in the bistro.
My Pillow Pets Enters the World of Games
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y Pillow Pets, the snuggly plush creatures, have expanded into the world of games with Pillow Pets Dreamland Adventure Game, which allows kids to set sail on a journey through seven continents as they race to enter My Pillow Pets Dreamland. Pillow Pets Dreamland Matching Game sharpens children’s memory skills and focus as they try to match some of their My Pillow Pets favorites. .
JANUARY/FEBRUARY 2011
Lego Expands Game Offerings
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ego Games is expanding its offerings, as well as introducing a new subgenre of build-and-play games. New games include UFO Attack, for ages 6 and up. Players roll the Lego dice to collect enough energy modules to launch their rocket ship before the aliens in their UFO interfere with the mission. In Banana Balance, for ages 6 and up, players roll the Lego dice as the tree grows new leaves and bananas, then use the monkey to collect the most fruit without tipping the tree over. Ramses Return, for ages 7 and up, is a build-and-play race for the treasure. Players test their memory skills to uncover the crystals and grab the treasure, while avoiding the mummy and the ancient curse of Ramses. Ramses Return
Splash, Sing, and Solve with Fundex Games
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rom Fundex Games, High Divin’ Hippo offers up wet and wild fun. Players roll the dice to indicate how many of their animals to put in the water and how many times to drop the cannon-balling hippo. Be careful where you place the animals—one big splash could knock you out of the pool. The last animal in the water wins. From the mega-hit show, Glee UNO has 112 custom cards featuring Will Schuester, Sue Sylvester, and the students from McKinley High. Up to 10 people can play, making it the perfect game for a party. Puzzle enthusiasts will enjoy the Puzzlers Select 1,000pc—an assortment of popular puzzle themes and piece counts. The Great American Puzzle Factory Puzzle Club approved the images chosen for the line.
JANUARY/FEBRUARY 2011
Games & Puzzles Blue Orange Tells a Tale
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ell Tale, from Blue Orange Games, is a storytelling game for three to eight players, ages 6 and up. Using cards printed with a variety of images ranging from the charming to the ordinary, encompassing a range of situations, players take turns improvising a story using the cards dealt to them. The most artful storyteller wins the round. Packaged in a sturdy tin box, the game is easy to take on-the-go—all you need to play are the cards and your imagination. There are four versions of Tell Tale: Showtime, The Mix, Round ’n Round, and Storyboard. In each version, players take turns telling a story or creating a story as a team. The objective in all the versions is the same: earn the votes of your peers for your storytelling mastery. Spot it!, for two to eight players, ages 6 and up, contains four fast, challenging mini-party games in which all players play simultaneously. The Tower, The Well, The Hot Potato, and The Poisoned Gift can be played in any order, or you can just play your favorites. Designed for all ages and packaged in a travel-sized tin, Spot it! develops visual perception and matching skills. It supports quick mental processing and sharpens cognitive skills in a fun atmosphere. The symbols are universal and easy to remember but the variety of imagery will challenge any eye.
U.S. Games Systems Gets Mystical
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or thousands of years, people have been fascinated by the mystical powers of the pyramid, thinking that its point toward the sky symbolized positive cosmic energy. U.S. Games Systems, Inc. is bringing the pyramid’s power to Toy Fair in Mystic Pyramid. The pyramid announces more than 100 different insightful phrases in answer to users’ questions once the pyramid is pressed. The professionally recorded responses (such as “You have every reason to be confident,” “The timing couldn’t be better,” and “Your luck may be changing”) are electronically randomized and tracked so there is little chance of repeats. Mystic Pyramid also features synchronized light effects. A part of the company’s Great Mind Games series, Flashwordz is a two-sided word game of colorful cards that have letters and point values on both sides. In the game, two to four players create words with four or more letters by combining letters from their own card racks with at least one letter from another person’s. The available letters are constantly changing so players have to think fast. If time runs out, it becomes Flash Round, where anyone can jump in, grab letters, and create a word. At the end of the game, players add up their points, and subtract any cards remaining in their card racks. Flashwordz includes 100 cards, four wooden card racks, a Flashwordz timer, and a Flash Round token.
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No Reading Required for Haywire Games
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his year, The Haywire Group will introduce three “no reading required” games for players ages 3 and older: Where’s That Chipmunk?, French Toast Forgets His Lunch, and The Cat’s Pajamas board game. In Where’s That Chipmunk? players take turns hiding the soft, loveable chipmunk and then pass out picture clue cards to the seekers. The seekers use the clue cards to find the chipmunk, but some clues are accurate and some are not. Is he behind the lamp? Under the couch? The first person to find the chipmunk wins and gets to hide the chipmunk next. French Toast forgot his lunch, but on his way to school he runs into many friends and they all share their lunch with him. In the French Toast Forgets His Lunch board game, players try to be the first to fill their lunchbox with a full meal to win the game. The French Toast storybook is included with the game. In The Cat’s Pajamas, the silly cats have put on too many pairs of pajamas and are hot. Players help the cats by landing on matching spaces on the board. Additionally, the company is releasing a new Dicecapades-branded game, Dicecapades! Kerfuffle. Players roll their dice and try to create a pair, three of a kind, four of a kind, etcetera, or a straight, but players have to do this while doing what the drawn card says. The first player to get rid of all their dice wins the strategy game.
Jakks Launches Games Line
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akks Pacific introduces a games and puzzles line for 2011. Jakks will launch licensed games based on Phineas & Ferb, Pokémon, and Pirates of the Caribbean: On Stranger Tides. Phineas & Ferb 104 Days of Summer Board Game is an interactive board game that brings to life your own 104 days of summer adventure. The goal is to have a great time with your friends and earn the most “summer fun” points to win. The Pokémon Battle Poppers challenges the skill and dexterity of your mind. Learn and demonstrate your knowledge of Pokémon and apply the strategies and abilities of a Pokémon trainer in an epic Pokémon experience. For Pirates of the Phineas & Ferb 104 Days of Caribbean: On Stranger Tides, Summer Board Game Jakks introduces the Rollin’ Bones Dice Game. The goal of this game is to capture the most bones by rolling combos, taking risks, and stealing from other players.
Zobmondo!! Celebrates Party Gras
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obmondo!! Entertainment is adding Party Gras: The Game That’s The Life of the Party to its line of party games. Party Gras is a game of observing behavior. Each player receives a card with a challenge or observation on it, such as “make someone ask you to lower your voice,” and if the behavior happens, the observer shows their card and retrieves the beads from the unsuspecting player. Players may have to get creative to entice a behavior to get the beads, and at the same time try to protect their beads without knowing what they are protecting them against. The player with the most beads wins. Party Gras includes 36 Party Gras bead strings and 300 observation cards.
JANUARY/FEBRUARY 2011
Talicor Turns 40
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his year marks Talicor’s 40th year in the industry. The company is expanding its line of strategy games in 2011 with the addition of Blindside. The game’s puzzle-like board gives players endless opportunities on how to set up the game. Players strategically align their hex pieces that are loaded with arrows in an effort to jump or land on an opponent. After the jump is made, arrows are removed from the other players’ hex, limiting the mobility of their hexes. Hexes can only move in the direction that their arrows point and they can only move as many spaces as there are arrows loaded in the hex. Collect 17 arrows and a player wins. Also new is Sum Word Game. Players “sum” up one, two, three, or four parts of a word by sketching, speaking, or acting them out. For instance, for the word “induction” a player will have to get his or her team to guess three different words: “in,” “duck,” and “shin.” If the player is successful, he or she wins three points. The game board contains separate spaces for speak, act, and draw. The first team to sum up 21 points wins.
Hasbro Offers a Ratuki Ji Ga Zo Good Time
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atuki, from Hasbro Games, is a family card game where the first to reach five wins. Designed for two to five players ages 8 and up, it is quick to learn and easy to play. Using different number displays, including numbers and dice, players race to build piles of cards from one to five. The first player to slam a five on top of the pile and shout “Ratuki!” wins the cards. The player who collects the most runs of five wins. For ages 9 and up, Cuponk: Le Flush Royale Edition includes a “golden” cup and six new Cuponk balls to try even more extreme shots. Finished playing? Flip the lid to become a backboard or a storage solution. Cuponk: Le Flush Royale Edition features all-new tricks for any Cuponk player to perfect, and comes with Cuponk stickers and an embroidered headband. Ji Ga Zo, for ages 8 and up, is a 300-piece puzzle that can be rearranged to create millions of face combinations including images of yourself, your friends, your family, or even your pets. Ji Ga Zo’s pieces have varying levels of Sepia-colored gradations on one side and distinguishing symbols on the other. When the pieces are locked together, any face can be created. The key to this puzzle is the Ji Ga Zo software, which produces a unique symbol map that shows where each of the pieces should be placed on the assembly grid. Since Ji Ga Zo creates a unique symbol map for each image, the pieces can be continuously reshuffled and put back together to create a brand new face, again and again. Clue: Harry Potter and the Deathly Hallows Edition presents players ages 9 and up with another mystery to be solved and secrets to be revealed. This time, a student has vanished somewhere inside Harry Potter’s wizarding world and players must decipher clues in order to uncover the secrets and solve the mystery.
JANUARY/FEBRUARY 2011
Link Up with Techno Source
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echno Source has partnered with Blue Planet Software, Inc., the company that manages the exclusive licensing rights to the Tetris brand, to launch Tetris Link, a tabletop game with multiple layers of strategic game play. In Tetris Link, players try to score the most points by linking colored Tetriminos, the iconic Tetris playing pieces, into an upright game tower. At the same time, players try to block competitors from linking their game pieces. The game, slated to hit retailers this spring, includes the game tower, 100 Tetrimino playing pieces in four different colors, playing die, and instructions. In anticipation of this summer’s Cars 2 theatrical release, Techno Source is introducing a line of electronic games based on the movie, slated to hit retail beginning in May. The assortment includes Cars 2 Lightning McQueen’s Pit Crew Panic and Cars 2 Hide ’n Spy Mater, electronic games shaped just like Lightning McQueen and Mater. Each game features four interactive parts that literally pop out of place, and players have to listen to the characters to figure out which parts to twist or push back into place before time runs out.
JANUARY/FEBRUARY 2011
THE TOY BOOK • 147
Games & Puzzles Top Trumps Journeys into Tron
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op Trumps is debuting new properties for its War-like card game. Instead of playing a number or suit like in War, Top Trumps cards feature statistics such as a speed, strength, skill, and more that coincide with the theme in the deck. Players play their best stat and the others try to beat—or trump—them. New Trumps include the Tron deck, based on the Tron: Legacy movie. Players follow Sam Flynn’s journey into Tron to find his father. The deck features Sam, Quorra, and Zuse. In Harry Potter and The Deathly Hallows: Part 1, players can join Harry, Ron, and Hermione in their final quest to defeat Voldemort. The deck features all of the favorite characters from the movie. The Pirates of the Caribbean deck features characters such as Captain Jack Sparrow, Blackbeard, and Captain Barbossa. Can Captain Jack really beat Barbossa? And can anyone defeat Blackbeard? Other new decks include U.S. Presidents, from George Washington to Barack Obama, and States of the USA.
USAopoly Cooks Up Scrabble
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nder license from the Entertainment & Licensing Division of Hasbro, USAopoly creates collectible versions of Scrabble, Monopoly, Memory, and Cranium games, among others. For 2011, the company is releasing more new twists on the classics. USAopoly adds spice to the crossword game in Scrabble: Cooking Edition. Scrabble fans can still play Scrabble the traditional way, but cooking enthusiasts can earn extra points by playing cooking words and abbreviations such as “Sautee,” “Chiffon,” and “TSP.” Additionally, players can further maximize their score with all-new game cards that add new game play. The company is launching five new Memory games including themes of National Parks, Las Vegas, New York City, Civil War, and Super Mario. Monopoly commemorates one of America’s greatest living sports legends, Muhammad Ali, in the Monopoly: Muhammad Ali Collector’s Edition. The game captures memorable fights, his lifetime accomplishments, and the man who “floats like a butterfly and stings like a bee.” Other Monopoly editions to be released are Monopoly: Three Stooges Collector’s Edition and Monopoly: AC/DC Collector’s Edition. USAopoly is also releasing Cranium: Glee Edition.
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Gamewright Flips Out
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amewright recently signed an exclusive agreement for the worldwide publishing rights for Knightweaver Gamesâ&#x20AC;&#x2122; popular independent card game, Patchwork. While the game play will remain the same, Gamewright will change the title to FlipOut and launch it in early 2011. FlipOut is a light family strategy game of pattern matching and never-ending surprises, designed for ages 8 and up. In the game, players draw cards and rearrange them to get four, five, or six of the same pattern in a row. However, each card has patterns on both sides, and anyone can take, and use, any card they can see. In City Square Off, two players or teams ages 8 and up go head to head in a tactical game of city planning. Draw a shape card and then simultaneously try to fit the matching tile into your city grids. Plot wisely, as you must always have space to play your next piece. Build your city without going over the limits and consider yourself the master planner. Gubs is a game of wit and luck for ages 10 and up. This card game casts players in an epic contest to build the mightiest Gub colony. Seek wisdom from The Esteemed Elder or take shelter from a Toad Rider as you fend off a myriad of traps, lures, and other surprising events. Victory lies down an everchanging path and no one is safe until the final card falls.
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THE TOY BOOK â&#x20AC;˘ 149
Boys’ MerchSource Is Back with a Vengeance
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erchSource’s Blue Hat Vengeance Car is a wireless, high-speed racer that has super-grip, deep-groove tires for all-terrain racing with spring-loaded suspension. It comes with a radio control stick, a rechargeable battery, and a 12V battery charger. The Blue Hat Micro Race Car is a fully functioning, radio-controlled car. It features working headlights, recharged through direct connection to the remote control, independent spring suspension, and two different frequencies for racing. The Blue Hat Thunder Tumbler Stunt R/C Car is a spinning stunt vehicle that features colorful, flashing LED lights; full-functioning wireless radio control; and two different frequencies for competitive play. The Blue Hat Time Beam Rocket Projector Clock projects a digital clock display against huge galactic images on any wall or ceiling, helping little space explorers embark on a journey across the universe.
Get Super Soaked with Nerf
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he Nerf N-Strike Barricade RV-10 Blaster, from Hasbro, is a motorized, semi-automatic Nerf blaster with a revolving dart barrel that will unleash an unrelenting stream of darts. It is able to hold up to 10 whistle darts and is compatible with the Tactical Rail System and alternate N-Strike stocks. Hasbro introduces a wave of new Super Soakers, which are now part of the Nerf brand. The Nerf Super Soaker Thunder Storm Water Blaster is the first-ever battery powered Super Soaker. Users can fire a continuous stream of soakage with no pumping required. For quick reloads on the go, use the new Nerf Super Soaker Clip System refills. These refills allow kids to refill and reload without stopping the action, and can be carried using the integrated belt clip. The Nerf Super Soaker Hydro Cannon Water Blaster allows kids to blast their enemies from up to 35 feet away. Pump to pressurize, then pull the trigger to let loose a massive burst of water. The Hydro Cannon can be customized with the detachable shield accessory, which is included. The Nerf Super Soaker Tornado Strike Water Blaster features a rotating barrel that twists the stream of water as you blast, creating a spinning helix of H2O power. Reload on the go using the new Clip System refills. It comes equipped with a detachable stock. The Nerf Super Soaker Scatter Blast Water Blaster features an ultra-wide spray. Slide the pump forward to load and pull back to release the power of five blasts of water, up to 25 feet. Nerf Super Soaker Hydro Cannon Water Blaster
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Boys’ Thomas Gets a Few More Friends
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odel train company Bachmann Trains is adding several new products to its Large Scale Thomas & Friends line. The company is introducing James the Red Engine, complete with moving eyes; the Sodor Fuel Tank; and Tidmouth Milk Tank to its selection of Thomas & Friends Large Scale rolling stock, all equipped with international-style, hook-and-loop couplers. James the Red Engine
Interactive Toy Concepts Squeels into 2011
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he Squeeler, from Interactive Toy Concepts, can drive forward, backward, left, right, flip, spin, tilt, and pause; there is nothing the Squeeler can’t do. Using its Full Torque Control System, the Squeeler is designed for doing the impossible. For ages 12 and up is a line of interactive remote-controlled battle R/Cs based on the Medal of Honor video game series by Electronic Arts. With five fully interactive R/C vehicles, players can recreate the video game experience. Each vehicle will be able to interact with the others, offering game play for up to five people. Each item will have its own unique battle style and damage results. It will take more then one lucky shot to bring each vehicle to a stop (or fall from the sky). Also included will be mission objectives and game play accessories. The latest in Interactive Toy Concepts’ Hunter Series, Shootin’ Gallery offers players a rush as they blast through the gallery trying to only shoot the positive sides of the randomly rotating pods. Players set up target stations and hit the timer. Each station has two sides (a good guy and a bad guy) and they are activated in a miscellaneous pattern. Blast the bad guy during the split second he appears and score a point but blast a good guy and the game is over. Each station interacts with the infrared blaster and uses the same technology as the Hunter Series. Launch ’n Load, also new to the Hunter Series, brings a new look and new feature to the company’s Duck Hunter game. Now watch as the duck takes off directly from the end of the new, extended blaster. Charge the bird up and pull the trigger to send the duck flying into the air. From there, it’s open season as it will take three direct hits with the infrared blaster to bring it down from the sky. A 10-second charge offers more than 30 seconds of flight. Dominate the air with the officially licensed B-2 Spirit Radio Control Plane. With its durable construction, 21-inch wingspan, dual prop thrust, and 150-foot flight range, the B-2 is the ultimate park flyer. Shootin’ Gallery
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Boys’ Green Toys Revs Up with New Flatbed Truck & Race Car
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he Green Toys Flatbed Truck with Race Car is on the move with the environment in mind. This sturdy blue truck hauls a sleek, red, hot rod on its back and has a flatbed that tilts up to allow the car to roll off. These eco-conscious vehicles are made in the U.S. from 100-percent recycled plastic milk containers that save energy and reduce greenhouse gas emissions—no BPA, PVC, phthalates, or external coatings. The products are packaged using only recycled and recyclable materials, and are printed with soy inks.
Get Racing with NKOK
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KOK announces its new line of licensed R/C vehicles, scheduled for a fall release. In addition to the newly licensed vehicles, NKOK will also launch Air Banditz, expand its Stunt TwisterZ line, and introduce a new Chuck E Cheese arcade-style game based on Whack a Munch. Through a licensing partnership with Sony Computer Entertainment America, NKOK will introduce radio-controlled, battery-operated toys featuring Sony’s video game characters, Ratchet & Clank, to coincide with the release of the Ratchet & Clank: All 4 One video game this fall. The R/C toys will epitomize the exploits of the duo as they save the galaxy from evil forces. Ratchet & Clank R/C toys will include a flying Ratchet & Clank Helipack, a skateboard style Ratchet in hoverboots, and R/C flying Robo-Wings. Based on the longest-running PlayStation-exclusive franchise, NKOK will also preview R/C collectibles featuring the vehicles and characters from Sony Computer Entertainment America’s demolition derby video game, Twisted Metal, in conjunction with the franchise’s new release this fall. With NKOK’s new R/C Axel and Sweet Tooth’s Ice Cream Truck, gamers will be able to join Calypso in a contest of vehicle combat skill and destruction. Under a licensing agreement with Sony Pictures, NKOK will unveil a new line of R/C racing vehicles based on this summer’s release of The Smurfs movie. Clumsy, Papa Smurf, Smurfette, Grumpy Smurf, and their Smurfy friends, as well as their arch rival, Gargamel, will be racing around homes this summer in R/C taxis, wooden go-karts, skateboards, and ATVs. Sonic Free Riders will be collaborating with the recently launched Xbox Kinect. NKOK currently has a collection of Sega All-Stars and Sonic the Hedgehog R/C vehicles and slot car racing sets and plans to expand the line in 2011 to coincide with new Sonic video game introductions. NKOK’s line of HALO R/C vehicles will be expanded in 2011 to include a new Reach Ghost R/C vehicle with Elite Minor positionable action figure and an infrared-controlled flying Falcon, as well as Offroad Reach “Rocket” Warthog with Noble 6 & Emile. NKOK’s My First Vehicles line will be adding an R/C Train and Ice Cream Truck for the younger crowd. Sonic and Sega All-Stars R/C, Knuckles the Echidna
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Boys’ Become the Ultimate Luchador with Playmates
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s seen on MTV2, Playmates Toys is bringing the high-flying, explosive world of Lucha Libre USA: Masked Warriors to a new full line of detailed actions figures, accessories, and role-play costumes. The Lucha Libre USA product lineup kicks off with Lucha Libre USA: Masked Warriors Action Figures—Series 1. The action figures pit the good guys (Tecnicos) against the bad guys (Rudos). Figures include Marco Corleone, the Mexican legend Super Nova, and more. Each figure stands approximately seven inches tall and comes fully articulated with a signature accessory. The Lucha Libre USA: Masked Warriors Hexalateral Wrestling Ring is the very first hexalateral wrestling ring as seen in the MTV2 show. The ring features authentic detailing, stretchable and adjustable ropes, and is sized to fit the collection of action figures. Boys can become their favorite Luchador and mimic those who battle in Lucha Libre USA with the Lucha Libre USA: Masked Warriors Role-Play Masks—Series 1. The masks are adjustable and can fit almost any sized head. The masks feature authentic details and material. Also releasing is the Lucha Libre USA: Masked Warriors Combo Pack—Series 1, which includes a fully articulated action figure and an authentic role-play mask.
Meccano Offers Building Options with Erector
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eccano’s Erector brand offers buildable models in five categories. The Build & Play line, for ages 5 to 8, features flexible plastic parts. These models transform to create new adventures. The Xtreme line, for ages 7 to 12, is a construction system that features easier and quicker building. Multimodels is a line of kits for ages 8 and up that allows builders to create an infinite number of models with movement and mechanics. A new item for this line is the Super Construction Case. It can build 25 models and uses 643 parts. It includes a six-volt motor, tools, and instructions. The Turbo line, for ages 7-14, features full-function R/C racing cars in assorted colors. A new introduction for this line is the Turbo Radio Control Car. It has 90 parts and builds two different models. Tools and instructions are included. The SpaceChaos line, for ages 7-14, features a galactic battle between the Silver Force tram and the evil Dark Pirates. New to this line is the Space Chaos Silver Force Fighter. This kit includes lights, two models, four transformations, two trading/gaming cards, stickers, tools, and instructions. Turbo Radio Control Car
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Fantasma Offers Creepy Runners
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he Anti-Gravity Battle of the Runners, from Fantasma Toys, are remote-controlled laser battling wall spiders. With the use of patent-pending air suction technology, these spiders can battle on the floor, on walls, and even upside down. The tarantula and the robotic spider’s eyes have an LED glow, “venomous” lasers shooting from their mouths, and fully functioning articulated legs that can move over smooth surfaces in any direction with 360-degree spin action. When hit during an attack, the spiders react by spinning in defense. Each spider is controlled wirelessly via its own combination remote control and charging station. The sensitive controls enable each user to have an agile response, which is needed for an actionpacked battle. The Runners are part of a line of products that have been developed based on the comic book series, Anti-Gravity Runner, also created by Fantasma Toys. Robot Spider
Maisto Flies with Super Heros
M
aisto introduces Marvel Super Hero Squad-licensed vehicles. Each Marvel character has its own customdesigned vehicle or plane. The eight 1:64-scale vehicles and six aircrafts are designed for younger kids. For more fun, the Nick Fury Flatbed Hauler includes one 1:64-scale Marvel car. A Fire House Play Set features a variety of action details and two three-inch vehicles. The Flight Deck Play Set has one plane and a variety of accessories. The new Maisto Tech Baja Beast is a hobby-grade R/C with the features off-roaders want. Coil-over shocks, long-travel suspension, and a lightweight vacuum-formed body make it handle like a champ. The large pro-style controller features digital proportional steering for control and the tri-channel transmitter has extralong range. The Maisto Tech Monster Drift Racing Rigs may seem to be out of control, but drivSuper Hero Squad Flight Deck Play Set ers can easily drift these R/C big rigs around turns. They are approximately 13 inches long. Maisto’s Bburago division introduces the 1/43 Street Fire Station. Kids can spray real water on the “flame” (cold water makes it change colors). Moveable accessories include a gate, a ramp, a spray tower, an auto work platform, and more. Two 1/43-scale die-cast vehicles are included. There’s lots of activity at the 1/43 Ferrari Race & Play Auto Service Centre. This two-level service facility features working details. Accessories include technician figures, a cone, a simulated jack, a tire rack, and a toolbox. It comes with one 1/43-scale Ferrari die-cast. One is never too young to have a Ferrari. Maisto caricature-styled die-casts put a friendly face on the famous Italian supercars in Ferrari Kids. Play set accessories are also available.
Boys’ Toy Fair Coverage Continues on Page 198 JANUARY/FEBRUARY 2011
THE TOY BOOK • 157
Property Profile Cars 2 Hits Theaters June 24. s the theatrical release of Disney·Pixar’s Cars 2 zooms into view this summer, the Cars franchise revs up a new line of licensed products for kids. More than 300 toys showcase the new stories and characters in the film and capture the fundamental vehicle play pattern alongside the themes of racing, humor, and friendship that make the Cars property a favorite among boys. Star racecar Lightning McQueen and the incomparable tow truck Mater take their friendship to new places in Cars 2 when they head overseas to compete in the first-ever World Grand Prix to determine the world’s fastest car. But the road to the championship is filled with plenty of potholes, detours, and surprises when Mater gets caught up in an intriguing adventure of his own: international espionage. The film features a new “all-car” cast that includes secret agents, menacing villains, and international racing competitors. To support the theatrical release, a new collection of die-cast cars, play sets, and a few surprises from Mattel anchor the Cars 2 toy line. Kids can build out their favorite characters and scenes from both films with a new line of construction play sets from Lego. A new collection from Spin Master showcases leading R/C and Air Hogs technology. Ridemakerz will introduce a system of customized Cars vehicles that allow kids and collectors alike to put their personal touch on their favorite characters. And, for the first time, a new Wood Collection will take kids back to classic play.
A
Delta introduces a computer desk for kids featuring a Cars theme. This product is designed as a play and work station for kids. It has a large surface for studying or coloring, and space to hold a personal computer. There is wire management access and three shelves for storage. It is made from sturdy, engineered wood.
UCC Distributing, Inc., introduces Cars 2-themed Gacha Balls. Kids can collect and customize Cars characters with these buildable figures. The characters can then be decorated with the supplied stickers. These collectible toys are packaged blindly inside the Gacha Balls.
Techno Source introduces Cars 2 Lightning McQueen’s Pit Crew Panic and Cars 2 Hide ’n Spy Mater. These interactive electronic games are shaped just like Lightning McQueen and Mater. Each game features four interactive parts that literally pop out of place. Listen to Lightning and Mater tell you which parts to twist or push back into place before time runs out. Beware, as you advance to more difficult levels, the background beat will get faster and Lightning’s and Mater’s parts will pop out more quickly—sometimes even multiple parts at the same time.
JANUARY/FEBRUARY 2011
Carrera of America has the exclusive rights for slot-car racing sets and accessories for Cars 2. There will be five different sets in two scales. The GO!!! line will feature four sets in 1:43 scale. The Evolution line will offer one set in 1:32 scale.
Cardinal introduces a variety of games based on Cars 2, packaged in reuseable tins. The set of 4 Card Games includes Spys, Detour, Wrenches, and Red Light Green Light. It is recommended for ages 3 and up.
A Cars patio set is available from Jakks Pacific’s Kids Only division. It comes with a table, an umbrella, and two folding patio chairs. It is made with durable plastic and features tubular steel construction.
For the older Cars fan, Spin Master’s Air Hogs Cars 2 R/C Zero Gravity Finn McMissile is for ages 8 and up. Drive on the ground, then watch as Finn McMissle automatically climbs up the wall. Just hit the transition button on the remote to transform Finn from ground to wall driving.
THE TOY BOOK • 159
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
JANUARY/FEBRUARY 2011
T HE D EFINITIVE I NFORMATION S OURCE
FOR THE
T OY
AND
G IFT M ERCHANT
Getting to Know Your Customers
A
s someone in the specialty toy business, you already know the importance of getting to know your customers one-on-one, and you probably stay in touch via sales fliers and email alerts, reminding them it’s time to visit and check out what’s new. Now, everyone is talking about the importance of incorporating social media into marketing and customer outreach programs. Here at The Toy Book and Specialty Toys & Gifts, we’ve also hopped on that bandwagon. Yes, social media is important, and if you’re not spending a few minutes each day updating your Facebook fan page with notifications about special events and play dates, and your Twitter feed with sales and specials, you’re missing out on a great opportunity. Just look at the chart below. Your customers want to hit up those sales and check out those play date events, but they are busy. We all are. We need reminders. Social media provides you with a chance to make sure people know what’s happening. And it’s environmentally friendly! You can also use the connection to get feedback on what they like about your store, and what they’d like to see that you aren’t doing or products you aren’t carrying.
For tips on social media, check out the two articles we have running in this issue, on pages 56 and 58. If you want to check out additional articles on the topic, you can visit our website at www.toybook.com and check out our back issues by clicking on the image of our cover. While you’re there, check out our blog. And also be sure to “like” us on Facebook and follow us on Twitter for the latest updates from around the industry. ● ON THE COVER: BLUE BOX TOYS
Jackie Breyer, editor in chief
HAS UNVEILED BEBEE AND FRIENDS, A
NEW LINE OF PLUSH TOYS AND THE CENTERPIECE OF THE COMPANY’S NEW B KIDS PRODUCT LINE. DEVELOPED SPECIFICALLY FOR SPECIALTY STORES, BEBEE AND FRIENDS WILL BE ON SHELVES NEXT YEAR. THERE ARE FIVE CHARACTERS, EACH DESIGNED WITH A DISTINCTIVE COLOR AND PATTERN. FOR MORE INFORMATION, CHECK OUT PAGE S10.
“About one in four (27 percent) of these moms are using social media to get promotions, offers, or discounts on products and services for themselves or their children, which means companies and corporations have gained traction with social media moms. However, most moms in the U.S. are still turning to friends and family for recommendations on products and services. These traditional sources of information are used more often than online sources (websites, social networks, and/or blogs). Social media has become an enormous influence on purchasing, and savvy marketers have certainly begun to embrace this vehicle when messaging to moms. But many marketers have yet to fully realize the potential of social media and the power of peer group recommendations, which means more opportunities on the horizon.” —Anita Frazier, industry analyst
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NEWS FAO SETS UP EBAY STORE According to Auction Bytes, FAO Schwarz set up an eBay store in 2010 and received more than 300 feedback ratings in December. As of press time, the store had a 98.8 percent positive feedback rating. The FAO Schwarz eBay store joins other brands such as Timberland, Brooks Brothers, Calvin Klein, and Aldo, which also sell directly on eBay. The FAO eBay store, found at stores.ebay.com/fao, is powered by ChannelAdvisor, TrueAction (GSI Commerce), and Frooition, reports Auction Bytes.
HIT
TO
SHOW
PRODUCE ANIMATED ON
DIARY
OF A
WORM,
FLY, SPIDER BOOKS Hit Entertainment has acquired the rights to develop entertainment based on Diary of a Worm, Diary of a Fly, and Diary of a Spider. Based on the books by author Doreen Cronin and illustrator Harry Bliss, and published by Joanna Cotler Books/HarperCollins, Hit will develop the books into an animated program that will take kids on the adventures of Worm, Spider, and Fly as they learn all about the world around them. The deal was brokered on behalf of Cronin and Bliss by Holly McGhee of Pippin Properties and Jason Dravis of Monteiro Rose Dravis Agency. Told from a child’s point of view, Diary of a Worm, Spider, and Fly (working title) will be an animated series geared toward kids ages 3-5 years old. The series will encourage kids to explore their world as they follow the adventures of unlikely best friends Worm, Spider, and Fly. A coordinating science curriculum with a focus on earth science will be developed alongside the series, and new characters will also be introduced.
SPECIALTY TOYS & GIFTS
PBS KIDS
TO
DEBUT
IN THE
TOY AISLE
PBS is announcing the first-ever PBS Kids Toys line, which will have more than 20 PBS Kids-branded SKUs to debut in the toy aisle. The toys aim to extend the brand’s mission of “offering learning opportunities wherever kids are.” There are already a number of toys available based on PBS Kids programming, such as Curious George, Super Why!, and Dinosaur Train, but the new toy line will mark the first time that parents can buy PBS Kids toys that are not reliant on specific characters or shows.
NEW VEGGIETALES LICENSEES EXPAND LICENSING PROGRAM Big Idea Entertainment is expanding the licensing program for its VeggieTales brand with several recently inked deals with new licensing partners. New VeggieTales merchandise will include wooden puzzles and trains from the American Puzzle Company, plush pillow and blanket combinations from Zoobies, children’s guitars from Victory Designs, athletic shoe charms from Rivetz, shaped Mylar and latex balloons from CTI Industries, and products such as index tabs, stickers, temporary tattoos, and wall clings from Tabbies.
SURVEY: “BUY LOCAL” CAMPAIGNS INCREASED REVENUE For the fourth year in a row, a national survey has found that independent businesses in communities with an active “buy local” campaign have experienced stronger revenue growth compared to independent businesses without a “buy local” campaign. The survey gathered data from more than 2,700 independent businesses—including retailers, service providers, restaurants, and others—during an eight-day period in January. Revenue growth for those businesses in communities with a “buy local” initiative averaged 5.6 percent, while businesses in communities without averaged 2.1 percent. Among independent retailers, which accounted for nearly half of respondents, those in “buy local” communities saw a 5.2-percent increase in holiday sales, while those elsewhere gained only 0.8 percent in holiday sales. Survey respondents reported a variety of positive impacts on their businesses because of the “buy local” campaign. Nearly half reported that the campaign had brought new customers to their business, while 55 percent said it had made existing customers more loyal. More than two-thirds said local media coverage of independent businesses had increased and 51 percent said that local government officials were now more aware and supportive of independent business needs. “Buy local” campaigns run by Independent Business Alliances and Local First groups are currently active in approximately 140 U.S. cities. The Institute for Local Self-Reliance conducted the survey in partnership with numerous national and local business organizations, including the American Specialty Toy Retailing Association (ASTRA). For more views on “buy local” campaigns, turn to ASTRA’s Insights on page S6. ●
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ASTRA’S INSIGHTS
Show Your Independence ASTRA Resources for “Shop Local” Outreach by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA)
ndependently owned toy retailers do much more than stock the best toys in town and provide outstanding customer service. According to American Independent Business Alliance (AMIBA), locally owned businesses also benefit their communities by creating sustainable jobs, supporting local charities, reducing the environmental impact by locating in central business districts, and demanding less from the public infrastructure than large, corporately owned enterprises. Many consumers appreciate the fact that locally owned stores recycle a higher percentage of their dollars throughout the local economy. Experts estimate that 70 to 80 cents of every dollar spent with independent retailers stays in the community, compared to only 20 to 40 cents on the dollar if the same purchase is made at a corporately owned big-box or chain store. Those are facts and figures that specialty toy retailers can use to their advantage, and many members of the American Specialty Toy Retailing Association (ASTRA) are doing so as part of their “buy local” promotions.
I
Buy Local group’s limited capacity to tend to it—and by consumers, but at least the group has a presence on the web. PUBLICITY. The Buy Local group has attracted coverage in the local newspaper several times, generally around some special promotion or event. ADVERTISEMENTS. The business owners who are part of the Buy Local group agree to put the Buy Local logo in their ad whenever they advertise. EVERY DAY PRACTICES. Hays and her Buy Local colleagues make sure that all customers are thanked for shopping locally whenever they come into their establishments. “This makes people feel good. It says to them that they are making a difference just by being there, and people like being recognized for that.” How is it working? “We don’t have the resources to track down sales numbers resulting from this effort,” says Hays, “but we hear a lot of customers say they have chosen to buy locally. Some have told us they have made a point to shop at our store during the recession because they don’t want to risk losing us and other locally owned businesses. It’s great to know our outreach has had an impact, and they get it.”
THE MCMINNVILLE “BUY LOCAL” CAMPAIGN Six years ago, Linda Hays, owner of Hopscotch Toys & Games in McMinnville, Ore., joined forces with five other businesses to explore what they could do together to promote the “shop local” idea. They could not afford to purchase a turnkey program from one of the national organizations like AMIBA, so they decided to keep it simple and do what they could, given the busy schedules of independent business owners. Here’s what the program looks like today: WINDOW CLINGS. The group created a logo, which they used in a window cling that appears in the windows of all the participating stores— and is also distributed to customers to make the program more viral. Customers are encouraged to put the cling on their cars. WEBSITE. Visit www.buylocalmac.com to check out the group’s website, which includes their argument for buying local, a directory of locally owned businesses, and a discussion forum. Hays points out that it’s underutilized as a place to put information and resources—a measure of the
RESOURCES AVAILABLE FROM ASTRA For toy retailers who want to use the “shop local” message in their markets, ASTRA provides several resources. ASTRA is active in AMIBA, from which it sources ready-made, easy-to-use tools its members can use to highlight the economic, environmental, and community-pride benefits of shopping at locally owned and operated toy stores. ASTRA’s Marketplace & Academy (to be held this year in family-friendly Anaheim, Calif.—check out www.astramarketplace.org for details) is another place to collect ideas for do-it-yourself alliances and campaigns. ASTRA’s recently launched Neighborhood Toy Store Day—this year to be held on Saturday, November 12—is designed to serve as an annual focal point for shop-local messaging in the specialty toy industry. Now is a great time to start creating an event that highlights your shop-local advantage. Visit www.astratoy.org to explore the step-by-step planning resources ASTRA provides its members to help them maximize the impact of Neighborhood Toy Store Day. ●
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Specialty Banagrams Zips Up the Fun
B
ANAGRAMS introduces two new games for 2011. ZIP-
IT is a high-speed, two-player game with 24 letter cubes in a cloth pouch with colored scoring zippers. The ability to play on an airplane or train tray makes ZIP-IT an ideal travel game. Players take 12 cubes and race against their opponent to build a word grid. One hand can be played in as little as 20 seconds and everything you need is in the bag. Fruitominoes features 28 beautifully crafted dominoes in a compact pouch. It is a fresh, fruity, and colorful twist on the classic game of dominoes.
Meet Mrs. Pinkelmeyer
M
RS.
PINKELMEYER is a silly, warm, know-it-all. She and her dog Moopus McGlinden are available as a soft plush toy that plays Mrs. Pinkelmeyer’s latest hit, “Mrs. Pinkelmeyer Makes You Happy.” Moopus is never far from her side, but he is detachable so he can be played with alone. Mrs. Pinkelmeyer Music is also available. Kids can dance and sing along to this CD, which features the song that has started a new dance, “Pinkelmeyer Dance.” Mrs. Pinkelmeyer and Moopus McGlinden Burn the Rrrrump Rrrroast is the first in a children’s book series highlighting the adventures of Mrs. Pinkelmeyer and Moopus. Book No. 2 is on its way. The Moopus McGlinden Stuffed Animal is 12 inches tall. Mrs. Pinkelmeyer and Moopus McGlinden Bobble Heads are poly-resin (ceramiclike), and are hand-crafted and hand-painted.
Wild Creations Keeps Out the Martians
W
CREATIONS’ Toy Fair booth will be 100 percent Martian-free thanks to the protection of the company’s re-introduced classic toy robots from the 1950s, ’60s, and ’70s. The robots are reminiscent of the toys that featured whirring gears, choppy motions, and mechanical voices to protect children from bad guys, foreign soldiers, and—even more frightening—Martian invaders. The Electric Robot, originally released in the mid-’50s by Marx Toys, features a variety of actions, controlled individually by different knobs and buttons on its back. The robot’s arms can move up and down by turning knobs near his shoulders, and a switch at the back of his base moves the robot to the right or left. Electric Robot also features light-up eyes and can telegraph Morse code. Mr. Machine is a robot that wears a top hat. Turn the giant windup key at the back and watch him “walk,” with swinging arms and a repeatedly ringing, chest-mounted bell. The toy was originally released in 1960, and can be taken apart and put back together over and over again. The company is also releasing Rudy the Robot (the No. 1 toy of Christmas 1968) and Robert the Robot (originally released in 1954). Recently licensed from a husband and wife inventing team, Roll-Up Roads are realistic-looking road designs made of tape. They are wide enough to fit toy cars, trains, and planes, and each set comes with more than 16 feet of mini-miles. The roads stick to floors and tables, down hallways or up walls, and leave no residue behind. Designs include Lightning Highway, Blazin’ Asphalt, Parking Lotz, Supersonic Runway, and more. ILD
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Specialty KatJan Unveils Exclusive
MiYim, a Natural Ballerina
Jim Shore-Designed Dresses
K
ATJAN, INC.
introduces a new line of Kathy and Janet Best Pals Dolls with exclusive Jim Shore-designed dresses. Each soft rag doll measures 16 inches high and features embroidered facial features and yarn hair that can be styled in many ways. These dolls are part of a limited edition of 5,000. Each doll is numbered on the sewn-in label. The dresses, designed by artist Jim Shore, have a quilted skirt and embroidery details. The rag doll is a replica of the rag doll that was made in 1949 for Kathy and Janet Lennon, of the singing Lennon Sisters, by their Mom and Nana when the girls were just 6 and 3. All clothes are removable and changeable for added play value and each doll has a “Best Pals” baby bead bracelet, just like in the 1950s. The doll comes boxed with a Certificate of Authenticity and includes a music CD with songs sung by Kathy and Janet Lennon.
T
he My Natural Ballerina, from MIYIM, is an earthfriendly rag doll made from natural (unbleached, unprocessed) cotton and colored with miYim’s proprietary PureWaterWash process that uses plants and minerals in soy water for the dye bath. She wears a pink dress, a hair bow, and pointed toe shoes. My Natural Ballerina is certified non-toxic and 100-percent chemical free. It features OekoTex certified fabric and its packaging is made with recycled materials.
Blue Box Toys Introduces Bebee and Friends
B
BOX TOYS has unveiled bebee and friends, a new line of plush toys and the centerpiece of its B Kids product line. Developed specifically for specialty stores, bebee and friends will be on shelves next year. Designed with a distinctive color and pattern, bebee and friends features five characters, including bebee the monkey, zu zu the giraffe, fi fi the elephant, ki ki the bird, and roaree the lion. Each character has its own personality that matches the developing personalities of the children who play with them. Bebee, for example, is cheeky and fun, zu zu is loving and smart, fi fi is clumsy and caring, ki ki is chatty and brave, and roaree is shy and cuddly. Bebee and friends was designed to create a fun and entertaining world for children, while providing toys that help to build development skills from birth to the early school years. The 2011 line consists of an assortment of products including rattles, activity books, link and build blocks, and the Play with Me Gym. The company has also introduced Loop ’n Link, a linking system with loops on products that let parents collect and connect. The new patent-pending Loop ’n Link system allows kids to play with a toy on its own, or use it to connect together with other toys. Loop ’n Link allows parents to quickly link these products to a baby crib, carriage, or car seat. LUE
bebee plush
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Specialty Ready, Set, Go
Take Rocking
with FamilyTimeFun
T
he new Racers Ready Game from FAMILYTIMEFUN gets families to jump up and compete in hilarious races, speedy time challenges, and crazy contests. It tests your coordination and teamwork by using household items in unique ways. The player who gathers the most points after five challenges wins. There are 52 challenges in all, including King Tong, Tower-O, Nickel Drop, and more. Plus, the game comes in a giant, red 7-inch by 3.5-inch starters whistle.
to New Levels of Discovery
T
he new Rock A My Baby Rocker, from LEVELS OF DISCOVERY, was inspired by an antique rocker design that had an attached cradle for the baby. It is a wooden children’s rocker with a vintage look, and hand-painted a soft pink and cream color with a classic stencil design. Pull the heart on the seat to hear the tune “Rock A Bye Baby.” The attached cradle for the baby doll includes a soft, pink corduroy pad. The rocker has Levels of Discovery’s signature stamp beneath the seat, which the customer can personalize with the child’s name, the gift giver, and the special occasion when the rocker was received. It comes with a photo greeting card so the child can say “thank you” in a memorable way. It is part of an entire Rock A My Baby Collection that includes a toy box (bench seat with storage), a table and two chair set, a clothes stand, a mini rocker, and a rocking horse.
It’s a Boom Boom! Revolution
B
oom Boom! Cards, from BOOM BOOM! REVOLUTION, is a deck of 26 cards that has an intentional (not random) act of kindness on it. Players select a card to play, do the action suggested—anything from “Buy a stranger a cup of coffee” to “Write a letter to a mentor who’s inspired you”—and many more. Once the card is played, players post about the experience on the companion website and then pass the card on for someone else to play. Each card’s unique ID allows players to track their cards online on the website’s map. The dynamic and interactive community of online players is designed to keep it interesting. There are four different editions. The Original Edition, for adults, offers activities that can be done in the course of daily life; the Teen version is designed with actions that include school, friends, and home; the Green Edition is for those who want to “pay it forward” for the planet; and the Family Edition is for those families that want to create and inspire kindness in their homes and communities. Each Original, Teen, and Green kit comes with a deck of 26 cards, a carrying sack, and a small pad of Boom Boom! sticky notes to use as a “calling card.” The Family kit includes all of the above as well as an interactive “Command Central” activity board, stickers to help chart progress on the activity board, and more.
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Make Learning Fun with Learning Resources
L
EARNING RESOURCES offers an array of new items designed to make learning fun for kids. The Smart Snacks Sorting Shapes Cupcakes Game is an early learning board game that reinforces shapes, numbers, counting, matching by sight and touch, and following directions. The company’s Early Science Explorer’s Set comes with a jumbo magnifier and a pair of tweezers. The magnifier features a built-in stand for hands-free observation, clear 4.5 magnification, and a 4.5-inch diameter viewing area. Easy-to-grip, six-inch tweezers exercise fine-motor skills and help strengthen little hands for writing. Get imaginations churning with the Pretend & Play Ice Cream Shop. Plenty of colorful pieces encourage creative thinking, sharing, teamwork, building connections, and other important social skills. The set includes four scoops of ice cream, two cones, two ice cream dishes, two spoons, a banana that “splits,” a scooper, an apron, a write-and-wipe menu card, and a chocolate syrup bottle that “squirts” mess-free pretend chocolate. The Double Duel Sound-Alike Word Game is a high-speed game with words that sound the same. If you know the answer, be the first to hit your buzzer. Each one makes a difPretend & Play Ice Cream Shop ferent fun sound: honk honk, boxing bell, doorbell, and boing. Color-coded question cards provide two levels of play. The game also comes with 200 double-sided, self-checking clue cards in the box.
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Specialty 4D Cityscape Recreates London Throughout History
T
he latest puzzle from 4D CITYSCAPE recreates London’s famous skyline—not only in three dimensions using scale-model buildings, but also along the axis of the fourth dimension of time, spanning 900 years of the city’s architectural history. It includes two jigsaw puzzles—one of London in the year 1666, and another map of London in the year 2005. The puzzle includes 73 building replicas that depict the city as it appeared as far back as 1078 through to 2015. The puzzle includes icons such as the Tower Bridge, The London Eye, the British Museum, Houses of Parliament, and the London Shard. Each building fits into pre-cut holes in a traditional 2-D jigsaw puzzle composed of 1,157 pieces that form the city’s geographical layout. The product includes a Time Poster that directs you through time as you rebuild London’s skyline history. An online educational feature includes more than 2,000 facts. This product is recommended for ages 8 and up. When assembled, it is 27 inches long, 14 inches wide, and 3.5 inches high.
Safari Ventures into the Olden Days
S
is diving into the land of make believe once again with a new collection of classic fairytale figures, the Days of Old Collection. The Royal Family consists of King Alfred, who was a valiant warrior as a young prince, and rules his kingdom with a firm but fair hand; elegant Queen Sofia who is known for her wisdom and compassion; Princess Emily, a radiant beauty who is talented in music and the arts; Princess Penelope who is called the Protectress of the Royal Forests for befriending birds and animals; and Princess Juliet, who is known for gracefully dancing through the gardens to imaginary music. Charming Prince Patrick—young, dashing, and fond of adventure—rounds out the people in the collection. Also included are the magical Magnus the Wizard and Madea the Witch. The figures are 3.75-inches to 4.5-inches tall, and each includes a short story describing their qualities in five languages. Other collections by Safari will expand this year, including Incredible Creatures. Joining the line is Soft Shell Turtle, the largest freshwater turtle; Humboldt Penguin, named after the Humboldt Current that runs through their ocean habitat; Golden Lion Tamarin, native to the tropical rainforests of southeastern Brazil; North American River Otter Babies, three mischievous river otter babies; as well as Cownose Ray and Horned Lizard. In 2011, Greek mythology hits the shelves in figure form. Safari’s Mythical Realms Cyclops is an extreme sculpture of a one-eyed giant with leather-like sandals and a detailed club. The Mythical Realms Medusa is a detailed and painted figure of the classic Greek character. The figure stands 3.75 inches tall. Other collections that will see new members include Wild Safari Sealife, Wild Safari Wildlife, Prehistoric Landscapes, Safari Farm, Safariology, and more. Additionally, Safari will offer an additional five new bulk bags of some of the company’s most popular themes: fossils, dinosaur skulls, river creatures, trains, and North American wildlife. AFARI
Days of Old Collection: King Alfred
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Specialty
C
Charisma Joins the Girl Scouts HARISMA BRANDS is launching an officially licensed collection of Girl Scouts-branded dolls. Charisma will introduce a premium 18-
inch play and display doll under its Adora doll brand in the first quarter of 2011. The collection will feature five dolls in a range of diverse ethnicities, each wearing a Girl Scout-branded casual outfit. In addition, the collection will include replicas of Girl Scout Daisy, Brownie, and Junior uniforms, as well as casual fashion outfits. The Adora Girl Scouts Collection is recommended for ages 6 and up. The dolls were sculpted by a master sculptor in the Adora studio, and are made in collector-quality vinyl with soft-sculpt weighted bodies and lifelike hair. Each one has been hand-crafted with meticulous detailing. Each face has been handpainted and each costume individually sewn. Charisma also introduces its new Adora Friends 18-inch play dolls. This collection of five fashionably “you-”nique dolls are designed to build self esteem in young girls with messages of friendship, encouragement, and awesomeness. The Adora 18-inch Wizard of Oz Collection is officially licensed by Warner Bros. Inspired by a trip down the yellow brick road, Adora introduces a collection of 18-inch play dolls with three of the characters from the Wizard of Oz: Dorothy, Adora Girl Scouts Collection Glinda the Good Witch, and The Wicked Witch.
Thames & Kosmos Introduces a Spectacular Science Show & Line Up
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ids can amaze an audience with chemistry demonstrations, made possible by the THAMES & KOSMOS Do-It-Yourself Science Show kit. Kids can rehearse and perform a science show for friends and family, and learn some science in the process. The experiments are divided into five shows: the elemental show, the water show, the carbon dioxide show, the candle show, and the encore. Demonstrations include crushing a soda can with water and heat, repelling water with your fingertips, lighting a candle with water, and turning red “fruit punch” into purple “grape juice.” The set includes the lab equipment, materials, and chemicals kids need to put on their own science show, plus a special 64-page, full-color, comicbook style manual on preparing and performing 25 shows. Future botanists can get their hands dirty with the Botany: Experimental Greenhouse biological science kit. Users learn about plants and seeds by conducting experiments in a specially designed botanical laboratory with greenhouse domes. Tasks include assembling the domed greenhouses, complete with thermometers and ventilation; constructing an automatic watering system to keep plants from getting too thirsty; and experimenting with plant cells and capillary action. The kit includes a 48-page, full-color illustrated guidebook, with step-by-step instructions. For kids ages 5 and older, Thames & Kosmos is introducing Little Labs The Human Body, which teaches about the human body through hands-on experiments about the five senses. Kids can examine fingerprints to learn how they are unique, build a stethoscope and listen to their heartbeat to learn about how the heart pumps blood, and listen to their gurgling tummy to learn how the stomach works. The kit includes a 48-page, full-color illustrated guidebook.
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Specialty Big (and Small) Sounds
Itâ&#x20AC;&#x2122;s Time to Block-N-Roll
from Haba
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with Daydream Toy
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ABA gets kids making music with the Big Sound Workshop.
TOY introduces the newest addition to its 2011 line, Block-N-Roll, a patented, horizontally integrated marble maze toy. This educational construction toy combines the fun of building blocks with the challenge and creativity of maze construction. There are hundreds of building options to create plenty of marble maze action with dropping, tunneling, ramps, cross-overs, and turns. Block-N-Roll is compatible with all leading plastic building blocks. Block-N-Roll is available in 40-, 60-, 100-, 130-, and 200piece sets. Daydream Toy also introduces No Ends, a construction toy that can build all types of shapes and forms from animals and puppet theaters, to towers and forts, to space ships and airplanes. A combination of straight and curved beams along with connector cubes allows for construction of anything that can be imagined. No Ends are easy to manage for small hands and are dishwasher safe. Wheels and axels are also available for even more options. No Ends is available in 150-, 250-, 360-, and 610-piece sets. Mini No Ends is available in 60-, 75-, 100-, and 200Block-N-Roll piece sets. AYDREAM
These instruments let children experiment with sounds. The set contains 12 Beechwood instruments: a mini-magic sound flute, a drum, a mini-metallophone, two beaters, castanets, a frottoir (handheld washboard scraper), a rainmaker, and four acoustic blocks (squeaking block, rattling block, block with bell, and tinkling block). The Small Sound Workshop is the first sound studio for little musicians. This set contains four Beechwood instruments: a minimagic sound flute, a drum, a mini-metallophone, and a beater. Individual musical instruments are also available from the company, including Magical Sound Flute, Clipper-Clapper Stick, Rattling Shaker, Shaking Drum, and Clicker-Clacker.
Small Sound Workshop
100-Piece Set
EeBoo Gets Artsy
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EBOO
offers several art supplies, from metallic and watercolor pencils to sketchbooks with various themes. New for 2011 are the Fluorescent Color Pencils with Matching Sketchbooks. Kids can choose from two styles: the Fluorescent Owl or Fluorescent Robots. The covers are even printed with fluorescent inks. EeBoo Preschool Games are specially made for younger kids. The environmentally conscious products are made from 90-percent recycled grey board and printed using soy-based inks. Preschoolers can learn colors with the Preschool Colors Puzzle Pairs, learn all about animals with the Animal Sounds Puzzle Pairs, or learn their 1, 2, 3s with the Preschool Numbers Puzzle Pairs. The eeBoo Bird in Tree Growth Chart is new to the companyâ&#x20AC;&#x2122;s collection of growth charts. All charts are made using 90-percent recycled materials and printed with soy-based inks.
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Specialty All Aboard Learning Curve’s Chuggington Train
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EARNING CURVE BRANDS’ new lineup includes the launch of Chuggington Interactive and Wooden Train Sets. Chug-
gington Interactive Railway features SmartTalk technology, allowing the engines to recognize and interact with one another. Key items include the All Around Chuggington Set and Bridge & Tunnel Starter Set. Exclusively for specialty toy stores, the Chuggington Wooden Railway will debut in the spring. Key sets will include the Over & Under Starter Set and the Double-Decker Roundhouse. The Thomas & Friends Wooden Railway will also see new additions including the all-new Day of the Diesels product line. The line will feature thematic sets and destinations from the CG-animated movie to be released on DVD in September. Key additions to the Thomas Wooden Railway line include Percy at the Diesel Works and Farmhouse Rescue Set.
Whipple, Whipple Good,
Goliath Games Has Time
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OLIATH GAMES has three new games debuting in 2011. Time No Time is an action game where time is of the essence. Simply press the red buzzer and the game begins. Players take turns performing the actions on the challenge cards. The goal is to finish it before the final alarm sounds. Feed and walk your little pup with Doggie Doo. When you squeeze his leash it makes a gassy sound that gets louder and louder until… plop. If the doo plops out on your turn you get to collect it with your colorful shovel. The Domino Express Maxi Power Plus set is a new addition to the Domino Express series. The game combines the fun of dominoes with impressive stunts. It comes with a rocket tower, two straight and two curved speed tracks, a plane launcher, 36 speed dominoes, and more than 100 regular dominoes to stack up and watch fall.
with International Playthings
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PLAYTHINGS, LLC, announces the new Whipple line of craft activity sets. Whipple, a non-edible craft crème, gives children ages 7 and up the tools to become pastry and dessert designers while promoting creativity and pretend play. Whipple is a crafting compound with the consistency of icing, and comes in an easy-to-squeeze bag, allowing children to decorate plastic cakes, cupcakes, ice cream, and other play treats. Whipple sets include everything a budding pastry and dessert decorator needs to spice up the look of his or her creations, including bling, beads, and fruit. Whipple product sets include the Crème Pack Assortment (White and Pink Crème), Cupcake Set, Tart Set, and Pastry Design Studio Set. International Playthings is also releasing a new line of Zanzoon Interactive Talking Maps, which are designed to bring fun and excitement to learning about animals, geography, and more. By touching the surface of a Zanzoon map, children will hear and learn all about different parts of the world and the animals that live there. Animap teaches kids fun facts about 72 animals of the world, while MapWorld teaches more than 1,000 fun facts about 78 countries of the world. The USA Map teaches 1,000 fun facts about the United States. NTERNATIONAL
SPECIALTY TOYS & GIFTS
All Around Chuggington Set
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Specialty Creative Whack Projects Stellar Launch of Star-Ball
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WHACK COMPANY introduces Star-Ball, the company’s newest magnetic item. Star-Ball is both a fun puzzle challenge and a creativity tool. The 32 magnetic, yellow pieces can be rearranged in countless different ways. For a brain challenge, polarity dots help you reassemble the original star shape. Star-Ball contains earth magnets that click together. Star-Ball pieces can also be combined with the company’s Ball of Whacks for even more creative possibilities. REATIVE
North Star Wishes You a Crappy Birthday
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STAR GAMES will demonstrate how much fun it can be for players to give the worst possible gifts when you play the company’s newest party game, Crappy Birthday, for ages 10 and up. Having a good sense of humor and knowing the tastes or distastes of other players can greatly increase your chances of winning. Some options for the worst gifts for a Crappy Birthday can be Bungee Jumping Lessons, a Fanny Pack, or Pink Flamingo Yard Ornaments. North Star also introduces Say Anything Family Edition, for ages 8 and up. In this version, players are asked a subjective question that anyone can answer, then everyone writes down an answer. Given all of the answers, players choose the answer that they believe the judge from each round will choose. Points are awarded for choosing the judge’s correct response. Like all of North Star Games’ products, the rules can be learned in less than two minutes and playtime should not exceed 30 minutes.
Live Green with InnovativeKids
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SPECIALTY TOYS & GIFTS
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NNOVATIVEKIDS
introduces new products to its Green Start line of books, games, and kits. The Splish Splash Green Start Wooden Puzzle, for ages 18 months and up, features six creatures from the sea, illustrated by Pope Twins. Each bold and simple image—from octopus and turtle to penguin and whale—sits in an individual well. Sturdy, raised pieces are easy for little fingers to grasp. The puzzle pieces are made of wood from sustainable forests. It comes in a storage case with a handle for puzzling on the go. The Love Bus Green Start Wooden Puzzle, for ages 3 and up, features a love bus that Grandma or Grandpa might have driven in the ’60s. The wooden puzzle is divided into 14 pieces and comes in a clear pouch with a handle. Trucks—Green Start Play, Draw, Create is a magnet and reusable drawing kit featuring trucks and the folks who drive them. The kit can be played with over and over again. A magnetic board, five write-on/wipe off markers, more than 30 magnetic play pieces, and a carrying handle are included with each kit. A Princesses version is also available, including more than 50 shaped magnets, a magnetic dry erase board, multiple markers, and a write on/wipe off activity book.
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Take a Walk Down Paddywhack Lane
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ADDYWHACK LANE is introducing new play sets, poseable figures, and more. Ahoy Matey! Anthony’s Treasure Hunt Play Set includes
the poseable Anthony the pirate figure and his trusted companion, Patch. The set also includes a pirate costume, a pirate hat, a pirate eye patch, a telescope, a wooden sword, a gold-filled treasure chest, a large row boat, oars, a shovel, and a fold-out play scene. In Courtney’s Tea Party Play Set, Courtney has made her favorite raspberry tea and a plate of yummy homemade chocolate chip cookies to share. The set includes a poseable Courtney figure, Lizzie the Bear, a princess costume, a princess hat, a princess wand, a sparkly cape, a table and two chairs, a plate of cookies, a table cloth and two napkins, a teapot and tray, two teacups, two saucers, two spoons, and a fold-out play scene. Ella loves ballet and she’s always practicing her grand plié in Ella’s Ballerina Studio Play Set, while her puppy, “Dog-Dog,” barks in approval. The set includes a poseable Ella figure, a poseable Dog-Dog the Puppy, a ballerina costume, a hair ribbon, a glittery cape, a floral ballet bar, a full-length swivel mirror, and a fold-out play scene. Other play sets include Emily’s Trail Ride Pony Play Set, Lauren’s Wildflower Garden Play Set, and Madeline’s Pet Hospital Play Set. Individual poseable figures for sale include Madeline the duck, Courtney the princess, Ella the mouse, Lindsay the bumblebee, Joshua the puppy, and Rachel the bunny. Also new from the company is the Bedroom Cottage Play & Carry Case and The Costume Trunk Book, published by Paddywhack Lane Press. Anthony’s Treasure Hunt Play Set
Specialty Be Amazing! Toys Takes Science to a New Level
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rom BE AMAZING! TOYS, Geyser Rocket Car can take the power of science to turn Mentos candies and soda into a racing car that travels more than 200 feet. As soon as the Mentos are released into the soda, the car is off. Strap the soda bottle onto the chassis and you’re ready to “start your engine.” Use the included needle and rubber stopper to convert it to an air pump system. The Smarty Pants Science kit contains many open-ended activities designed to teach children the scientific method and create science fair projects. With more than 30 activities, kids will learn how to develop a hypothesis, do experiments, analyze data, reach a conclusion, and think like a scientist. Science and magic combine with The Science Behind… Magic, where kids learn to levitate a magnet, make water disappear, lift up a bottle of rice with a chopstick, and more. Every kid can be a geologist with Rock Around the House. Kids can identify the included rocks, find some of their own in their explorations, and learn about the three types of rocks and rock hardness. The rocks included have a secret household use. Play detective to find out what it is.
ThinkFun Is on a Tilt
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n 2011, THINKFUN is expanding its logic, family, and junior categories with new games, and is updating a few company classics. New in the logic category is Tilt, where players have to slide their way to success. Players choose one of the challenge cards and then set their pieces. The goal is to slide the green sliders through the center exit hole by using the tilting game board, but the blue sliders must stay on the grid at all times. Tilt has 40 challenges that range from beginner to expert.
SPECIALTY TOYS & GIFTS
The Science Behind... Magic
Gorgeous New Boikido Introductions
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ORGEOUS PRODUCTS introduces the latest additions to its Boikido Wooden
Products brand. The Boikido Wooden Activity Table offers fun exploring and learning elements that include shape sorting, stacking, a hammer game, a bead coaster, and a zigzag maze. It is designed to develop problem-solving and fine-motor skills, as well as to help children learn colors and shapes. The Boikido Wooden Kitchenette is a four-sided wooden kitchen. It is equipped with an oven, a stove with clicking knobs, a fridge with a working door, a blackboard with two pieces of chalk for writing the “menu of the day,” and a clock for learning how to tell time. Accessories include a pan with lid, a pot with lid, three vegetable magnets, chalk, and a spoon. No assembly is required. Boikido Wooden Products is expanding on its two-year-old, eco-friendly toy line with five new Boikido eco-friendly products that have a focus on educational play value for kids ages 2-5. Just like the other Boikido eco-friendly products, Boikido these are made of wood from an FSC-monitored source, painted Wooden with water-based paints, packaged in a box made of recycled maKitchenette terials, and printed with soy-bean ink. Each of these items can be stored in a sturdy drawer box that comes with the toy.
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Everyone Could Use a Little Elf Magic
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LF MAGIC is celebrating more than 50 years of tradition, where Santa’s magic elves visit children’s homes between Thanksgiving and the days leading up to Christmas. The goal of the visiting Elves is to spread joy, love, and kindness and to ignite the Christmas spirit, reinforcing the true meaning of Christmas. The Elves come to life at night to embark on all kinds of adventures—the remnants of which surprise and mystify children when they awake the next morning. From tagging along on family excursions to helping with household chores and embarking on nighttime adventures—known as Elfcapades—the Elves truly become a part of the family, helping to form strong bonds and create lifelong memories. There is a new Elf Magic book, a 51-page account of how Santa began the Elf Magic tradition, as well as the new Elf Magic SnowCase, which doubles as a mobile Elf playhouse and contains everything an Elf needs for a comfortable stay and safe return to the North Pole.
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Specialty Paint Your Own Instruments,
Teach My Preschooler
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MY introduces its latest educational kit: Teach My Preschooler. Teach My Preschooler is an all-in-one learning kit for preschoolers. The kit has all the educational tools necessary to help prepare preschoolers for kindergarten. Featuring 293 pieces, the kit is divided into four sections: Ready to Read, Ready to Print, Ready for 1100, and Ready for Math. Each section is fully coordinated with books, flashcards, posters, a print guide, and a magic drawing board. Developed with education consultant Judith Rowlands, M Ed., Teach My Preschooler is designed to give preschoolers a head start, develop fine-motor skills, encourage parent/child interaction, and increase school readiness skills. Teach My Preschooler is the third product from the Teach My brand, following Teach My Baby and Teach My Toddler. EACH
with Woodstock
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CHIMES is releasing a new Paint Your Own Instrument Set, the Rhythm Set. The set comes with a pair of eight-inch molded plastic maracas; a four-inch wide, bright plated steel triangle with a plastic striker tip; an eight-inch by 1.75-inch frame drum, boasting a natural drum head and wooden frame; a 10.25-inch by l.75inch jingle stick with plated steel jingles; a plastic stick; and a four-color gift box. The company is also introducing the Country Tunes Harmonica, in a plastic body with included playing instructions and chart, and the plastic Kidâ&#x20AC;&#x2122;s Rainstick, which measures 12 inches. OODSTOCK
Rhythm Set
Young Scientists Take a Trip on the Magic School Bus
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HE YOUNG SCIENTISTS CLUB is introducing new Magic School Bus kits this spring. The newest science kits explore volcanoes, electricity, chemistry, and microscopes. Each of the products were designed for children as young as 5 years old. In The Magic School Bus Chemistry Lab, Young Scientists make sticky ice, use litmus paper, measure pH, perform chromatography, make bubble sculptures, wake-up fungus, create slime, produce a milk rainbow, and much more. The busshaped kit is packed with science components, 51 colorful experiment cards, and a data notebook to record observations. Also to be released is The Magic School Bus Microscope Lab, in which Young Scientists learn about the history of the microscope, explore the different parts of this science tool, and discover how to use one. The kit, also in the shape of a bus for later storage, comes with a working microscope, blank slides, cover slips, tweezers, a collecting vial, 20 colorful experiment cards, prepared slides of fungi and algae, and a data notebook to record observations. Additionally, The Young Scientists Club will introduce a new kit in its nature series, Science on a Fossil Dig, which simulates a real paleontology fossil dig.
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Take Education Outdoors
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nipe Hunt, from EDUCATION OUTDOORS, combines seek-andfind games with old-fashioned indoor and outdoor play. Be the first team/person to find the other team’s/person’s snipe and return it to its nest. After a period of time, if the snipes have not been discovered, they will chirp and their eyes will light up. Each game comes with two snipes, Biela and Smartin, and a Snipe nest. Kids can learn all about Cryptozoology—the study of animals whose existence lacks physical support but which appear in myths, legends, or are reported—as well as world geography with Mysterious Creatures the Game. In a race around the globe, players learn about 16 creatures from 16 different countries. a card from Mysterious Creatures the Game
Find It Games Is on the Hunt
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rom FIND IT GAMES, Find It On A Hunt is a hidden object game for the entire family. With 48 hidden objects mixed in with camo-colored pellets, this is the ultimate mini scavenger hunt. Keep an eye out for the bullseye, arrow, rope, fish hook, hiking boot, dog, penny, and the Big Game—which is hiding in every Find It On A Hunt game. Easily keep track of items with the tear-off checklist and list of items on the top of the game. The new VeggieTales version of the Find It Game has players joining the VeggieTales characters on a handheld scavenger hunt as they search for objects and characters straight from the VeggieTales collection. Find Bob the Tomato, Larry the Cucumber, Junior Asparagus, Philippe Green Pea, Madame Blueberry, and more.
Specialty Madame Alexander to Show New Stinky Plush
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fter the successful launch of the StinkyKids 12-inch soft-bodied dolls, the brand will introduce new 20-inch StinkyKids soft-bodied dolls, manufactured by MADAME ALEXANDER DOLL COMPANY. The line will be featured in the Madame Alexander booth at Toy Fair, where brand creator Britt Menzies will make an appearance. StinkyKids will also premiere its second book in the brand’s series, StinkyKids See a Full Moon. The book will be released in the spring. The first book, StinkyKids and the Runaway Scissors, is available now at retailers such as Nordstrom, FAO Schwarz, Amazon.com, Fat Brain Toys, and more.
Sourcing International’s
Scientific Crashes & Collisions
Got Connections
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n October, SOURCING INTERNATIONAL introduced The Connectors, connectable silicone strings that kids can use to accessorize, collect, and play string games. This year, the company will add extra flair to the line by introducing charms, beads, silicone slap bracelets, and a crystal collection. The Connectors are seven-inch silicone strings that can be connected to another string with ease, and make a fun popping sound when pulled apart. They can be worn as a bracelet, necklace, headband, anklet, key chain, belt, and more, and can be connected together to form a cat’s cradle. Each package contains four strings in color themes including pastels, brights, darks, stripes, glow-in-thedark, and fluorescents. The Connectors are durable, stretchable, waterproof, and hypoallergenic.
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ased on the Discovery Channel show MythBusters, SCIENTIFIC EXPLORER is releasing Mythbusters Crashes & Collisions Science Exploration Kit. Kids can test the myths Jamie and Adam included in the kit, which try to prove crazy stories that the guys have heard about crashes and collisions. Can wind stop a car crash from happening? Can hidden energy move a car? Kids test these mysteries and more.
JANUARY/FEBRUARY 2011
Specialty Rule the World with Klutz
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humb Wars: The Ultimate Guide by Eva Steele-Saccio, from KLUTZ, covers everything from the classic challenges of thumb wars, strategies, and training exercises to fakes outs, trash talk, and never-before-played games. Rule the World: 119 Shortcuts to Total World Domination by the editors of Klutz, covers fundamental “ruler-y” skills, including keeping tabs on everyone (shortcut No. 5), and appearing generous without giving anything (No. 118).
Peaceable Kingdom’s Got Quick Sticker Kits
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xpanding on the success of its Quick Sticker Kit line, PEACEABLE KINGDOM has four new Quick Sticker Kits. New designs include Glitter Mosaic Kit, Speedway Race Cars Kit, Tiny Town Village Kit, and Glow-in-the-Dark Space Mobile Kit. Each kit contains everything kids need to complete a fun sticker activity.
Schleich Is a Mighty Fighter
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brave new theme enters SCHLEICH’s play worlds with the launch of World of History the New Heroes. The Schleich New Heroes will fight side by side in the battle of good versus evil. The imaginary battles will be led by the most outstanding fighters from their own time, from diverse cultures and different eras. Each new figure is posed in a dynamic fighting position. The Mighty Fighter Elephant with Rider is an enormous elephant dressed in dangerous battle gear. The elephant has metal spikes on his head, tusks, and legs, and is ready to charge. His rider carries a sword on his back and a spear in his hand. The Fearless Roman is a Roman soldier that fights the command of Julius Caesar. His sword is drawn back, high above his head, and his shield is pushed forward to defend himself. The Mysterious Ninja is an outstanding fighter from Japan, outfitted in black. Holding a sword in each hand, he is ready to attack and will use his speed and agility to confuse the enemy. Romance will be introduced to the world of Bayala, an inspiration fantasy collection. May will mark the Wedding of Elves. The nuptial theme will include new figures and accessories, such as Sireel and Solfur, the beautiful bride and groom who stand side by side, looking stunning in white and gold; Elf Carriage, an open flower carriage pulled by two perfectly white horses; and more. The company is also introducing new animal families. From Wild Life, comes American Buffalo and American Buffalo Calf. From Farm Life, comes Texas Longhorn Calf and Texas Longhorn Cow.
World of History the New Heroes
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Around the Table Games Brings Out Bilingual Fun
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rom AROUND THE TABLE GAMES, Bilingual Buddy Talk, with questions in both Spanish and English, is a fun way to get your friends talking. Find out a ton about your friends at the bus stop, during recess, or at a sleepover. Just draw a card, read one of the 50 questions, including, “If you had picked your own name, what would it have been?” and “What is the funniest trick your pet can do?” and let the fun begin. With a round carabiner clip, Buddy Talk easily clips to a backpack or overnight bag. The toy is ideal for Spanish-speaking kids and tweens, or kids and adults learning Spanish. Bilingual fun for the whole family comes in the form of Bilingual Family Talk. This portable set offers 100 conversation questions, perfect for family fun in the car, at the dinner table, on vacation, or at a party.
Think-A-Lot and Spell a Story
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HINK-A-LOT TOYS’ Story Speller is a beginning storytelling game that everyone can play. Players fill the storyboard with story element cards such as friends and foes, locations, treasures, objects and obstacles, vehicles, and actions. Then, choose a hero or heroine and a story is born. Will an asteroid hit Earth causing tarantulas to run wild? Will the pirate go diving in the moonlight to find the hidden egg? Each story is different and encourages kids to develop their imagination and creativity, plus teaches sequential thinking and language skills.
Get Out of the Box and Broaden Your Faux*Cabulary
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BOX PUBLISHING introduces a new game for ages 13 and up. In Faux*Cabulary, a crazy definition is read to the group. Next, players use the wacky word parts to create funny new words to fit the definition. Each new word is read out loud, and the “Wordmeister” picks the best one. Could “Über-Oid” really be the “The planet where old socks go”? Or would “Yuck-O-Chunk” or “Fuzz” be your pick? UT OF THE
Get Brainy, Baby
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RAINY BABY is launching Brainy Buddy, a DVD remote control located inside one of the com-
pany’s new soft Brainy Baby characters. Brainy Buddy creates a fun learning experience by allowing children to interact with the accompanying DVD by simply squeezing the colors and symbols on the plush character’s arms and legs. Brainy Buddy is wireless, allowing children to continue to play with the soft and cuddly character once the DVD is finished.
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Specialty Have You Ever Met a Rich Frog?
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fter the success of last year’s K’Nits soft toy and rattle collection by RICH FROG INDUSTRIES, the company is releasing block versions, called K’Nit Blocks. The four-inch soft squares are knit, made of 100-percent cotton yarns, and feature a soft rattle inside. The blocks are available in eight animal characters that make up a family. The blocks can be sold individually or in assortments. Lucy Goose, Sparky Rabbit, Peggy Pig, and Chill Polar Bear—a family of four natural, latex characters— are headlining the Rich Frog new product introduction this year. The rubber baby toys are made of genuine natural rubber harvested from renewable trees, so they are safe for babies and ideal for teething. The collection of toys also come with a squeak and are hand-painted. Beastie Balls may sound scary, but they have lovable faces and names such as Pinky, Sunny, Hoots, and BirdyBirdy. The eight-character collection is squishy, squeaky, and made from terry cloth. Two sizes are available: the small four-inch and the large five-inch. Beastie Balls are individually boxed in shelf-ready packaging that has top and side cutouts for a sneak peek of the character’s ears, face, and hair. K’Nit Blocks
Teach and Feel with 1-2-3
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-2-3 TEXTURED PRODUCTS, formerly known as 1-2-3 Preschool Projects, is launching a new touch-andfeel line, designed to develop fine-motor skills and tactile awareness. The line features six sticker kits, each of which contains materials to create four feel-and-peel stickers. Choose from bugs, horses, pets, fairies, trucks, and dinosaurs. The company is also introducing 60 individual craft kits. Each kit includes the materials to create a textured craft.
SPECIALTY TOYS & GIFTS
Aeromax Takes Flight with New Wings
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fantasy world comes to life with AEROMAX’s wonderful world of dress-up. Three new products include the Butterfly Wing Set with wings, a magic wand, a headpiece, and a matching organza bag. Little girls can choose from pink, green, and blue with purple highlights. The Pettiskirts are the perfect complement to the Butterfly Wing Set and come in pink, green, and purple. Kids can play ballerina with the Ballerina dress. The feminine frock is pink with fluffy ruffles. Aeromax is introducing a line of safe, foam rocket toys that hum, zing, and soar to heights greater than 75 feet. Aeromax is also driving into town with building block vehicles that will have kids motoring through the house for hours. The camouflaged CrossBow Blaster shoots the safe, foam darts up to 30 feet and the HummZinger Screaming Rocket Blaster launches more than 75 feet into the air. For triple the fun, the TriPower Rocket Blaster fires three foam rockets up to 30 feet; just load the rockets, twist the pump, and watch it go. On the construction-toy front, RoadBlox lets kids’ imaginations run wild. Just snap together 16 different building pieces to create three different types of Butterfly fun vehicles. Each set includes wheels, play blocks, and veWing Set hicle blocks, and is available in two styles, emergency and construction.
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Specialty Yamodo! Sets the Theme
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DEA STORM PRODUCTS is offering three new themed versions of it popular Yamodo! Good To Go! game. Yamodo! Monsters & Aliens, Yamodo! Magic & Mayhem, and Yamodo! Gizmos & Gadgets follow the familiar Yamodo game play patterns that have players thinking, drawing, and writing out their own interpretations of made-up Yamodo! words, but with these versions, the drawings and definitions should be related to the category of the game theme. Yamodo! Party Time has all players compete at the same time to win the current judge’s favor by creating the best definition to a given made-up word and tagline. Stay alert because midway into the round the judge spins the “Spindoodler” and players might have to pass their page and complete someone else’s, or keep drawing on their own. Every round has a new judge, word, and tagline.
It’s a Sandstorm of Dizzy Darts
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ANDSTORM PRODUCTIONS LLC is adding some giggles to its games lineup with Penguin Bowling and Dizzy Darts—two children’s activity games for ages 3 and up created by Giant Tree House. The games are designed to get children up and moving, and promote healthy active play, both indoors and out. Penguin Bowling is a slap-shot, knock-down-the-pins game. Players set up the penguin hockey player pins and choose from the bowling ball or hockey stick and puck to play. Dizzy Darts is a target game of spinning, bug-dart-tossing fun. See who has the best aim by landing these spinning darts on the target. Players take turns tossing darts, which spiral down to the target.
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Griddly Games Is a Wise Alec
Schylling Rocks the Swingset
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ise Alec, the game of trivia, tongue twisters, and sassy social strategy from GRIDDLY GAMES, is adding even more clever choices, good manners, and a little luck to find the wisest gals and guys. Wise Alec: Civilize This takes players through time and space with facts about ancient, medieval, and modern cultures from all over the world. Wise Alec: Nature Nuts challenges players to dig up facts about animals, plants, and the Earth. Wise Alec: Sports Buffs challenges players with tidbits about sports origins and rules, history and moments, and athletes and statistics. Each version includes 300 questions in two levels of difficulty so everyone can play together. Wise Alec cards throw in tongue twisters, brainteasers, exercises, and activities that will get players going. The new sets arrive without the game board, which means that they are road-ready, but they can also be added to the original Wise Alec game as expansions to the traditional tabletop board game.
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pecialty toy and gift retailers will be able to provide tween girls with some new games for their pajama parties. As of this year, SCHYLLING has acquired the exclusive rights for all of Swingset Press’s tween girl sleepover games in the U.S. and Canada. Acting Out! is for girls who don’t have stage fright. It may be easy to act like a supermodel in a photo shoot, but it’s harder to do it while you sound like the bratty kid down the street. In the game, one player acts out a scene while sounding like something else and the others try to guess what she is doing. Acting Out! contains 50 Act Out cards, 50 Sound Out cards, a scorepad, a mini-pencil, and a 60-second sand timer.
SPECIALTY TOYS & GIFTS
Building Customer Loyalty—and Your Bottom Line: Six Essential Moves to Make at Your Business Now by Micah Solomon
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n these still-shaky economic times, it’s important to find a way to escape commodity-style pricing wars and strengthen the marketing backbone of your company. The most reliable and affordable way to achieve both of these goals is by building a strong personal bond with your customers. Loyal customers see you as more valuable than a mere commodity, and can serve as a powerful marketing arm, going out of their way to promote and defend your company—for free. Here are six moves to make that will set the stage for building true, bankable customer loyalty.
1
COMPLETELY
NAIL YOUR HELLOS AND GOODBYES. Customers
remember the first and last minutes of a service encounter much more vividly—and for much longer—than the rest of the experience, due to the way human memory works. Make sure that the first and final elements of your customer interactions are particularly well engineered, because they are going to stick out in the customer’s memory.
2
STRIVE
3
ANTICIPATE CUSTOMER WISHES RATHER THAN JUST RESPONDING TO THEM. When a customer’s wish is met before the wish has been
4
5
THE LANGUAGE YOU USE MATTERS. Develop and rehearse a
6
BE
TO REMEMBER—AND ACKNOWLEDGE—EACH RETURN-
ING CUSTOMER. No matter how large your business is, work to
achieve the level of customer service effectiveness of a beloved bartender, doorman, or hairstylist—the kind who would know Bob’s preferences, the name of Bob’s pet, and when Bob was there last. Superb client-tracking systems—and an attentive staff—can create that same “at home” feeling in your customers, regardless of the size and price point of your business, and whether it exists online or off.
expressed, it sends the message that you care about the customer as an individual. This may seem like it requires wizarding knowledge, but in essence it is simply paying attention and knowing your customers. And it’s well worth the effort: the cared-for feeling a customer gets when his or her wishes are anticipated is where you will generate the fiercest loyalty.
HUSTLE. Modern customers expect speedier service than any other generation before them. In this age of iPhones, Droids, and Amazon.com, you may as well not deliver your product or service if you’re going to deliver it late.
SPECIALTY TOYS & GIFTS
list of vocabulary words and expressions that fit your business brand perfectly. For example, the expression “no worries” sounds fine if a clerk at a Portland Bose Audio Store says it, but would be exceedingly off-brand for a salesperson at Cartier in Milan. Equally important, search and destroy any vocabulary words that could hurt customer feelings. For example, your service team should never tell a customer “you owe us.” Try instead: “our records seem to show a balance…” PATIENT WHEN FILLING POSITIONS IN YOUR ORGANIZATION. In an organization aiming for superb service, a single disagreeable or unresponsive team member can erode customer loyalty and team morale. That is why it can be better to leave a position unfilled rather than rushing to hire someone unsuitable. Speaking more generally, customer excellence is most fully achieved once you become an expert at recruiting, selecting, training, evaluating, and reinforcing the efforts of service personnel.
Micah Solomon is one of the top business speakers on customer service issues and the co-author of Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization. Information and free resources from Solomon can be found at his website, www.customerserviceguru.com.
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MEDIA CENTER Just... Press Here
Rockin’ Phonics Teaching
A magical journey is waiting for kids and all they need to do to start is press the yellow dot on the cover of the book. Each page of Press Here by Hervé Tullet, published by CHRONICLE BOOKS, has an instructive, interactive activity such as pressing the dots, shaking the pages, tilting the book, and more. Giggles may ensue as the dots multiply, change in direction, and grow in size as the pages are turned. The read-aloud picture book is all about the power of imagination and how adventures can occur anywhere. The book is targeted at kids ages 4 to 8 and it features 56 fullcolor pages.
ROCK ’N LEARN, INC. has improved its line of phonics DVDs with the introduction of Phonics Volume 1 and Phonics Volume 2. Geared to children ages 6 and up, the DVDs feature enhanced animation and a lot more content, such as phonemic awareness activities, practice reading stories and sentences, and fluency exercises. Volume 1 covers short vowels, beginning consonants, special consonant sounds, plurals, beginning and ending consonant blends, digraphs, word families, and the silent “e.” Volume 2 covers long vowels, r-controlled vowels, diphthongs, syllables, ending sounds, rule breakers, common sight words, and words with silent consonants.
JumpStart a Learning Adventure
It’s What They Want!
KNOWLEDGE ADVENTURE is premiering two new JumpStart games for Nintendo DS that will teach kids math, reading, and critical thinking skills. JumpStart Legend of Lost Island is an adventure game in which players explore a mysterious island and solve puzzles and challenges. Mini-games include spelling, counting, and adding numbers. JumpStart Deep Sea Escape has players embarking on an underwater adventure. Puzzles and challenges include silent letters, rounding numbers, and more. Both titles will be released early this year.
Children’s recording artist David Weinstone is releasing his first fulllength album of new songs in three years, entitled All I Want! The MUSIC FOR AARDVARKS AND OTHER MAMMALS CD, for kids up to age 7, focuses on what kids really want—quality time with loved ones. The album is told through the eyes of a child and features a variety of pop, folk, rock, and blues songs, totaling 19 in all. Weinstone originals “Mighty Milo” and “All I Want” feature a high-energy tone and sophisticated harmonies. Other tracks include the protest song “Stroller Trouble,” jazz and blues track “Hey There, Little Birdie,” and the Afropop/latin “Dance Song.” The album runs 41 minutes.
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Boys’ Continued from Page 157 These Trains Are Life-Like
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ife-Like Products, a division of Wm. K. Walthers, Inc., introduces the Homestead Express. This sixunit HO-scale train set features an F7 diesel locomotive with a working headlight. The large 47-inch by 38-inch oval track features Life-Like’s Power-Loc track system with a molded roadbed for fast and easy set up, even for beginners. The set clicks together and keeps the track connected so it works smoothly, even on carpet. The stock pen accessory with cows and pigs creates a realistic stock yard scene, and the flat car transports three detailed tractors. The Classic ’57s set, from Life-Like Racing, is retro racing at its finest. Taking on this 15.5 feet of track are two classic ’57 Chevy Nomads. These two cars must race through twists and turns to see who completes their laps first in this bi-level configuration. A lap counter ensures a fair race. A Fast Trackers tune-up kit is also included. Max-Traxx technology offers maximum traction, handling, and speed. Cars feature traction magnets for cornering speed, a micro-balanced axle for a smooth ride, and center magnets for allover control.
Senario Launches into Battle
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enario brings collectible bands to the boys’ market. Battle Bands is a series of flexible, collectible, and tradable bands that double as game pieces. Boys ages 6 and older can collect hundreds of different bands in various shapes, including dragons, sharks, and monsters, each including a matching trading card. The boys then battle their bands against one another on the battle mat gaming piece. Each player takes turns launching their bands at the battle mat. The winner of each battle is based on where the bands land, as well as the band’s individual “strength,” which gives it a particular advantage. Battle Bands packs include elastic Battle Bands, Warrior Cards, and a Battle Mat for game play. With several colors and shapes, each band represents a different level and “power,” making it a game that balances familiarity with strategy. Battle Bands come in categories water, earth, and fire, each featuring its own power. The rare “black band” gives the player the upper hand. Available are starter packs, booster packs, and rumble packs.
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Boys’ Power Up with Bandai
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he Power Rangers brand recently returned to its original developer, Haim Saban and Saban Brands, and Nickelodeon recently debuted its new series, Power Rangers: Samurai, on February 7. The Power Rangers: Samurai toy line includes figures, vehicles, role-play items, and the iconic Deluxe Megazord. The Megazord consists of five smaller Zords (ApeZord, TurtleZord, LionZord, BearZord, and DragonZord) that combine into the Megazord. The Megazord is part of the ZordBuilder Collection and can be combined with other items across the line to form the ultimate Megazord. Power Rangers: Samurai airs Mondays at 8 p.m. on Nickelodeon.
Spin Master Premieres Big, Bad Bakugan
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echtogan are the first articulated Bakugan action figures with micro-auto transformation. Players can defeat their fiercest enemies on the Bakugan battle arena with the product. A swipe of the Mechtogan Activator can trigger Mechtogan’s transformation and reveal a hidden G-power. The package includes one Mechtogan, one Mechtogan Activator, and one Ability Card. Bakugan’s newest, biggest, and baddest monster is arriving on store shelves this fall, Dragonoid Destroyer. Dragonoid has multi-massive transformations and can spin and shoot projectiles with his firing cannon. Each Dragonoid Destroyer package includes one Dragonoid Destroyer Battle Suit, one exclusive Baku Sky Raider, one exclusive Dragonoid Bakugan, and one Ability Card. Air Hogs are leaving the sky and taking to the streets. With its self-righting function, the Air Hogs Hyperactive Pro always returns to its upright position giving you maximum racing time. The high-powered Hyperactive Pro runs on a 2.4Ghz controller for ultimate range and power. The product can be used indoors or out, and can be raced with an unlimited num- Draganoid Destroyer ber of friends without worries about interference. The package includes one Hyperactive Pro and one controller/charger. Spin Master is expanding its Tech Deck collection with P-Rods Skatelab Ramp—Large. The ramp is an authentic replica of Paul Rodriguez’s first training facility, Skatelab. Boys can recreate the Skatelab or create their own unique park with two interchangeable large ramp sets. Use the included P-Rod board to shred each ramp, recreating famous lines and tricks that Rodriguez has performed. The ramp is also available in small, which includes six interchangeable small ramp sets. New for spring is the Tron 1 Man Light Jet. The package includes one light-up jet, one action figure, one user instruction guide, and two button cell batteries. The Tron Light Cycle includes one light-up vehicle, one user instruction guide, and three button cell batteries.
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WowWee Strikes with Light
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owWee’s new Light Strike line brings video game action into the real world—live and in color. The company’s Assault Strikers are customizable weapons with separate attachments. Each weapon features its own color ID to blast opponents, and challenges can be individual, one-on-one, or a team battle with unlimited players in four teams. The strikers also feature sound effects. Assault Striker
Jakks Comes Out Fighting
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akks Pacific announces a new range of products for the UFC license. The sixth wave of UFC Deluxe figures features Clay Guida, Frank Mir, and GSP, and MMA’s Thiago Alves, Tito Ortiz, Jens Pulver, and Bas Rutten. Each figure features Ultra-Flex articulated technology with 29 unique points to increase the authenticity of each and every move. Create your own fights and have some of the greats battle it out for the championship title in the UFC Basic Octagon with 6-Inch Figure set. The set features hinged doors for easy access. After you have defeated your opponents, proudly wear or hang the UFC Championship Belt to show everyone who is No. 1. The belt comes with a 3.75-inch articulated figure. For the TNA brand, the latest series of TNA Deluxe Impact figures feature favorite superstars such as Velvet Sky, Jay Lethal, Shark Boy, Matt Morgan, Kevin Nash, and Sting. These seven-inch TNA Deluxe Impact Figures boast Real Scan Technology sculpts along with authentic garb and accessories. A new generation of small but significant wrestlers take to the ring with the TNA Micro Impact 3 Pack, featuring a trio of superstars to battle, display, and collect with six points of articulation. Fans and collectors alike will appreciate the authenticity of the highly detailed TNA Championship Belts. Display, brag, and show off your win until the next battle rolls around. Jakks is expanding its MXS line with MXS Performance SFX Bikes. These varied UFC Basic Octagon theme packs feature more articulation and sounds. The MXS Performance SFX Bikes focus heavily on the rider and feature legends such as Jeremy McGrath, Carey Hart, and James Stewart. Authentic and MXS original Die Cast Bikes feature real sound effects, such as ignition start-up and engines in full gear as bikers flip, twist, and spin. New for 2011, the MXS Freestyle Bike allows Moto fans to mimic moves of the pros. Push down on the back wheel and the rider performs a high-thrill stunt. It comes with a licensed motocross bike and rider. Build up your own racetrack and organize competitions with the new MXS Race Track Playset. It comes with a bike, a rider, and accessory packs.
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Boys’ Blast Away with Prime Time Toys
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rime Time Toys’ DartZone brand is expanding with the new battery-operated Dartstorm Gatling Blaster and the no-batteries-needed Quickfire 12 with two chamber barrels, as well as the 100-Piece Dartstorm Refill. Like its slightly bigger brother, the previously released Punisher Gatling Blaster, the Dartstorm features belt-fed, battery-driven firepower and a rotating barrel with Gatling sounds. Pull back the power trigger and the Dartstorm’s rotating barrel can fire 25 darts in 15 seconds. The blaster comes with 25 foam darts and a 25-chamber ammo belt. Six AA batteries are required. The DartZone Quickfire 12 can fire fast and reload in an instant. With no batteries needed, the two-barrel blaster can hold six darts each for a total of 12 foam darts. For swim-time fun, Prime Time premieres Tidal Storm Battle Gear, underwater gear that includes goggles and a water blaster; Fish On the Line Fishing Challenge, a battery-powered fish that has a mind of its own; and more.
Wild Planet Launches Torx Line for Boys
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orx is a new line of action games by Wild Planet targeted to boys. In each Torx game, kids ages 8 and older can play freely by making up their own rules if they choose, or play without structure. Whipslammer is a cross between dodge ball and tetherball. The game features a lightweight ball attached to a fast-moving flexible stand on a sturdy base. Kids whack the ball then duck as it flies back at them, trying not to let the ball hit any other body parts other than their hands. The game can be played indoors or outdoors, solo or with friends, and score can be kept if players want. In Monster Wall Ball, players set up targets and a basket on walls, furniture, floors, or wherever they choose and then bounce the included three-inch ball so it hits the target before it makes its way into the basket for a trick shot. The game is packaged with hooks and adhesive for the targets and basket. Kids can show off their ninja skills with Ninja Darts, which features a swinging dart board. Attach the dart board to a door frame and give it a push to set it in motion, then flick the disc-shaped darts at the target and see what sticks. Players can make up their own rules such as having to stand a certain distance from the board, mimic their opponents’ moves, or push the board for more momentum after each round. Other Torx games include Turbo Freeze Tag and Smash Stix. Whipslammer
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Get in on the Action with Green Lantern
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ecreate the Green Lantern universe in fourinch scale with Mattel’s Green Lantern Deluxe Battle Shifters Figures, featuring Green Lantern characters Hal Jordan, Sinestro, Tomar-Re, and Kilowog. When enemies attack, Battle Shifters figures are ready to fight back with the included fold-up Power Slinger accessory. With a light touch, the Power Slinger instantly pops out, revealing a malleable weapon or creature “construct” to fight foes just like Green Lantern does in the movie. Power Slingers can be folded up again and again for unlimited play.
Kilowog
New Adventures for Tree House Kids
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ree House Kids, Inc.’s Imagination Adventure Series R/C line will now include officially licensed radio-controlled trucks. The RAM 3500 Laramine SLT features opening doors, tailgates, tow winches, and trailer hitches. Kids can haul a bass fishing boat by using the detachable trailer on the company’s new RC Ford F-350 Remote Control. Other sets will also include a fully articulated action figure and accessories. The series is inspired by hunting, fishing, camping, and riding the dunes.
RC Ford F-350 Remote Control
Bossa Nova Fights Its SWARM Enemies
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rom Bossa Nova Robotics’ iloveRobots brand, Mechatars are a breed of robotic warriors from the endangered lands of the Mechaverse. For years, they have struggled to fight off the advances of the enemy SWARM, but now they turn to Earth for help. By learning to master their advanced robotic technologies and earning new abilities, kids can help the Mechatars become the fiercest, speediest, and most powerful robots in any universe. Kids can battle against friends, complete harrowing missions, and then connect their Mechatar to the computer to enter the Mechaverse, an online game where the adventures continue. When they connect, all of their battle data and experience points are uploaded while new abilities, weapons, and motions can be downloaded to their robot. Collecting all of the Mechatar characters unlocks even more fun online. All Mechatars come with a remote control.
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Infant & Preschool Ybike to Launch Pewi Walking Buddy for Pee Wees
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fter the launch of its YBike line in the U.S., Ybike is introducing the Pewi (pronounced “Pee Wee”) as the precursor to the company’s range of balance bikes. The Ybike Pewi is a walking buddy and ride-on for infants and toddlers 12 to 36 months old. The bike features a smile design and directional caster wheels, coated with rubber wheels so it will not mark floors. Toddlers can hold onto Pewi as they take steps, or can sit on Pewi. Ybike Pewi is available in three colors: red, blue, and pink. The recommended maximum weight is 44 lbs. National Sporting Goods is the exclusive U.S. distributor for Ybike. Ybike was created by Chrome Cherry Design Studios of South Africa.
Life’s a Picnic with LeapFrog Counting Fun with My First Green Toys
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ith My First Green Toys Stacking Cups, from Green Toys, there are dozens of possibilities for bath and play time. Scoop and pour water, build towers by turning upside down, or just sort sizes to nest the colorful cups for infants ages 6 months and older. Each cup is numbered on the bottom and is volumetrically accurate, so baby can learn counting and math skills while enjoying playtime. The toy is made in America from 100-percent recycled plastic milk containers that save energy and reduce greenhouse gas emissions. The toys contain no BPA, PVC, phthalates, or external coatings, and is dishwasher safe. The toys are packaged using only recycled and recyclable materials and printed with soy inks.
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eapFrog introduces two new items to its Everyday Play Line in 2011: Shapes & Sharing Picnic Basket and Count & Scan Shopper. For children ages 6 to 36 months, the Shapes & Sharing Picnic Basket helps little learners explore shapes, colors, manners, and more. More than 30 audio responses encourage pretend play, and the 14-piece set helps children build motor skills as they sort, match, stack, empty, and fill. Discover colors, counting, and more as you scan food items or the grocery list with the Count & Scan Shopper, for ages 2 and up. Hear questions and learning songs, then explore imaginative play when you press the scanner to any object for even more fun grocery audio. Parents can connect to the online LeapFrog Learning Path for customized learning insights and ideas to expand the learning for both of these new items. Shapes & Sharing Picnic Basket
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Spin Master Pops Out a Zooble
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oobles are collectible, colorful balls that spring to life and magically transform into cute characters when places on their “Happitat.” When pet, the Zoobles react by blinking their eyes, wagging their tails, wiggling their ears, and more. In Mamas and Zooblings, Mama Zooble transforms when placed on her Happitat—a surprise baby pops out of her belly when the lever is pressed. The baby Zoobling can be put to sleep in its bassinet. The set includes one Mama Zooble, one baby Zoobling, and one deluxe Happitat with bassinet. Kids can help Mama Zooble care for her baby Zooblings with the Mama and Zoobling Play Set. Mama Zooble feeds the babies, changes them, plays with them, and takes them for a ride in their heli-stroller. The deluxe play set includes one Mama Zooble, two baby Zooblings, one changing station, one swing, one merry-go-round, one egg shell, one helistroller, a feeding station, a perch, a slide, two diapers, and a baby bottle. Mama and Zoobling Play Set
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THE TOY BOOK • 205
Infant & Preschool Winfat Has Sweet Melodies
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he Sweet Melody Mobile by Winfat has three different timer selections (10, 15, and 20 minutes) to suit each baby’s sleeping pattern. The mobile also features three mood selections, including nature sounds only, melodies only, or the combined nature sounds and melodies mode. As music plays, four hanging garden friends plush toys rotate, helping baby’s eyelids to get heavy, and the night-light gradually changes from one color to another. Whether starting to sit or already walking, babies 6 to 30 months old can hone their finemotor skills on the Grow-With-Me Musical Walker. Infants and toddlers can spin the spinning balls and rattles, turn the gears, and flip the pages of the flap book. The easy-to-grasp handle helps baby to stand and balance, encouraging first steps. Other features include a detachable five-note piano keyboard with flashing lights, animal sounds buttons, a reflective mirror, and a detachable cell phone. Grow-With-Me Musical Walker
Manhattan Toy Plays Along Manhattan Toy continues to offer new products for the infant/preschool market. Teach Baby Stella how to use the big potty with the Baby Stella Playtime Potty chair. The toilet can be a helpful tool in the potty-training process. Also available is the Baby Stella Darling Diaper Bag, which has everything girls need to change their little doll’s diaper. The Skwish Mobile has an all-wood design with thin black roping to hold dangling colorful mobile pieces. It includes several hanging, colorful wood pieces and a hand-turning device for easy attachment to a crib. The Wimmer Ferguson Sight & Sounds Travel Toy is a fun set of playful shapes that include a number of fun attachments: rattle ring, circular mirror, crinkle paper, ribbon, and beads. It attaches to most strollers and carriers with a fabric hook-and-loop fastener. Jam out and learn sounds and colors with the Rockin’ Sounds Guitar. This guitar features numbered keys that play different musical notes and say the number or color of each key with every touch. Push the swirly circular button to change between the three sound categories: numbers, colors, and musical sounds. Every meal is delicious when it’s made in the Groovylicious Delicious Kitchen. The kitchen includes a sink, an oven, a stove, a microwave, a refrigerator, cupboards, a towel rack, and a timer. Baby Stella Playtime Potty Do you like pizza? Now kids can create their own pizza for all the Groovy Girls. The Pizzarific Party Set includes pizza pie crust, a pizza paddle, various toppings, a pizza cutter, and a pie server. You choose the toppings and make your favorite pizza for the perfect playtime lunch. The Puppet Playhouse Theater is a theater and playhouse tent that can turn any play into a fun adventure. The theater also comes with a stage, curtains, and ties. Kids can enjoy putting on their very own show or just play inside their very own little clubhouse. The theater fits two children comfortably.
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Haba Toddles Along
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aba offers an array of products for toddlers. Scuttling and scrabbling Crab Calino scurries around. Its eight little Beechwood legs click against one another and the floor as it moves musically across the floor. Bambini Orchard Beads are large, wooden orchard-themed pieces that can be beaded together to make a fruit loop. It is designed to help develop hand-eye coordination and fine-motor skills. Also new is Bambini First Counting Fun Beads, a colorful threading toy that teaches early number recognition. These 10 wooden beads have a number on one side and a corresponding number of pictures on the other side.
Lilliputiens’ Liz Products
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illiputiens introduces a number of new products for little ones. In the Liz line, Liz the Elf magically turns into a phone—the Lizophone—that little ones can chat on, just like their parents. Parents can control the Liz Cuddle Puppet. This ladybird has patterns in several materials on her back. When kids push the back of the Liz Car, it speeds off. A Jack Car is also available, as well as a set of Liz The Elf Stickers. Kids can stack the Farm Cubes and discover a colorful farm, a tower of farm animals, the numbers one through six, and more. With their various materials, shapes, drawings, sounds, numbers, and activities, each cube is designed to surprise little ones.
Farm Cubes Crab Calino
Hasbro Rides the Bus with Weebles and Chuck
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eebles Wobble, but they don’t fall down! Hasbro expands its Weebles line with the Weebles Transportation Assortment. Pull the string on these vehicles to start rumbling, spinning, wobbling fun. Kids can also spin the steering wheel on the tugboat and twirl the propeller on the airplane; each sold separately. Each vehicle comes with a sailor or pilot Weebles figure and has room for another passenger. The Weebles pals are heading to school in Weebles on the Bus. This brightly colored bus has room for six Weebles students and features a stop sign that flips in and out. As kids push the school bus along, the Weebles figures wobble in their seats. Press down on the rooftop spinner to see the figures twirl around in their seats. Open the school bus door and press the spinner again to send the Weebles students tumbling out of the bus on their way to school. The play set includes one bus driver and one student figure. The world of Tonka Chuck & Friends expands in 2011 with the Tonka Chuck & Friends Big Air DVD and Vehicle Set, featuring Chuck and Flip the Race Truck in a stunt contest. Chuck swings on a crane for a full 180 degrees to break through a sign in the Tonka Chuck & Friends Crazy Crane Stunt Set, featuring multiple routes for little ones to drive Chuck over and under the crane. Hasbro is also expanding last year’s Alphie introduction with new Alphie Databots: the Maestro-Bot, a musical playmate, and Deci-Bot, full of numbers and games.
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Infant & Preschool Bath Toys for Little Munchkins
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unchkin offers an array of new bath toys for 2011. Daredevil Dolphins comes with two dolphin squirters and three multi-colored rings that will transform bath time into a three-ring water circus. The three textured rings float, so little ones can have dolphins soar through the rings, helping to develop their motor skills. The Baby Bath Ball shakes, strains, rattles, and rolls. Easy for little hands to grasp, it is designed to stimulate a baby’s senses by floating on water and rolling on land.
Baby Bath Ball
Get Out Your Smart Gear, It’s Raining Marbles!
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mart Gear introduces a variety of new items for little ones, ranging from toys to kids’ furniture. Place a marble in the top container of Raining Marbles, from Smart Gear’s Wonderworld line, and watch as it “rains” down, tier to tier. The Ride-On Recycling Rescuer Truck creates environmental awareness as children ride around and help recycle trash at home. There is an extra storage compartment under the seat. Also new is the TurnAround Dino Plush Ride-On, which can be transformed from a ride-on to a stuffed animal by detaching the plush dino. Recycling Rescuer Truck
Kidz Delight Gets Musical
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idz Delight is introducing a line of musical toys called First Tooth Tunes. There are four different products ideal for ages 6 to 12 months. Each product features a different musical instrument, including Rocky Ricky the Guitar, Classy Casey the Piano, Jazzy Jay the Trumpet, and Jamming Jamie the Tambourine. With Jazzy Jay the Trumpet, pull Jay’s tongue gently down to slide his mouth open, reveal his unique tooth, and hear him sing. As soon as you close his mouth, he stops. Press on the three colorful keys to hear various tunes or sound effects. Or, just rotate the “ring” on the end of the trumpet to hear the clicking sound and train fine-motor skills. KiD vID is a look-alike handheld gaming console, new from Kidz Delight. The console includes eight keys to press: four direction keys to move the light from picture to picture on the pretend screen and four game keys to trigger various tunes or sound effects related to the selected picture. Pictures feature illustrations of the most common themes used in the gaming industry, including sports and racing. Jazzy Jay the Trumpet
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Bandai Expands Pocoyo Line
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andaiâ&#x20AC;&#x2122;s toys capture the vibrant and exuberant world of fun-loving preschool boy Pocoyo and his animal friends Elly the elephant, Pato the duck, and Loula the dog. SwiggleTrak is one of the newest additions to the Pocoyo line. The toy features a flexible racetrack, which allows kids to create a course uniquely their own. A moving bridge adds excitement. The set comes with four tracks, one moving bridge, and one motorized vehicle with music and a ball accessory. Featuring a circular track, SwiggleWheels is fun on its own or can be used as an extension to the SwiggleTrak. This assortment includes Pocoyo, Elly, and Pato. The push-along vehicles can also be used as stand-alone toys. Pocoyo is offering bath-time fun in the form of Bath Fun Traceables. Preschoolers can draw pictures and shapes in the bathtub with these collectible Pocoyo and friends pop-out stencils, figures, and washable bath markers.
SwiggleWheels
Infant & Preschool Get Ready for Big Action
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he Big Action Construction Site with Remote Control, from Fisher-Price, introduces preschoolers to R/C vehicles and features an interactive construction play set. The easy-to-use R/C controller steers the truck in four directions with four color-coded buttons related to the colors on the truck. It also has tank steering, making it easier for kids to maneuver and control. EZ Guide Ramps align the vehicle so even the youngest kids find success driving it to the play areas. Many additional features help the play set come to life. Big Action Construction Site with Remote Control
Dandelion Brings Greener Living to Baby
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andelion Earth-Friendly Goods, by Re-Think It, Inc., has introduced new Cornstarch Teething Keys and Attaching Links—safe for teething babies. The teething toys are made from all-natural cornstarch bioplastic, which is free of BPA, phthalates, and PVC. The Teething Keys feature a white locking ring that securely holds the Tomato Red, Green Bean, and Yellow Squash keys, as well as rattling sounds and textured surfaces. The new set of six Attaching Links keeps toys securely attached to strollers, diaper bags, highchairs, and more. The links also come in red, green, and yellow.
Mary Meyer Introduces Ella Bella
M
ary Meyer introduces the new boutique collection starring Ella Bella, an adorable elephant. Modern floral patterns, a soft color palette, and a fuzzy pink are the hallmarks of the collection, specially designed for baby girls. The collection includes seven items for decorating a nursery: Rattle, Bank, WubbaNub Pacifier, Activity Toy, Baby Blanket, Wind-Up Musical, and the new Wiggler, a 10-inch pull down toy that attaches to car seats and strollers. Pull the stretchy feet down and baby can watch the toy wiggle and jiggle as its feet go back up. The Okey Dokey Dino boutique collection of coordinated baby items is a new theme from prehistoric times. The collection includes the same nursery items as the Ella Bella collection, but in the Okey Dokey Dino theme. Mary Meyer presents six new Banks for both boy and girl nurseries. These themed banks are plastic with plush covers and range in size from seven to 10 inches. The fashion and flair of Mary Meyer’s Print Pizzazz products has come to its baby line by softening the bold and turning up the cute. Baby Pizzazz is the result. Squiggles Puppy and Dots Giraffe are designed for boys. Birdy Boo Elephant and Petals Pony are designed for girls. Each of the collections includes a six-inch rattle, a 12-inch soft toy, and a 12-inch floppy pillow. All of the Baby Pizzazz items are machine washable. Ella Bella Wind-Up Musical
210 • THE TOY BOOK
JANUARY/FEBRUARY 2011
WELCOME Welcome to the full edition of the 2011 Halloween Insider! This is your comprehensive look at the industry’s most widely read and distributed Halloween publication. With distribution at the New York and Houston Halloween shows, as well as at Toy Fair and the Las Vegas Lingerie Show, The Halloween Insider is everywhere people come together to prepare their businesses for what’s fast becoming America’s favorite holiday. In its second year, we want our magazine to be the best it can be—for you. That’s why we searched far and wide to get you the best Halloween coverage. Inside, you’ll be able to read an overview of Halloween 2011 and get insight into Rubie’s and Rasta Imposta’s efforts for next year, as well as an overview of the major shows at which we’ll be distributed. You’ll get a look at our coverage of the Halloween retail scene with a feature on Target, and an in-depth look at the history and origins of Rubie’s. You’ll also see some of the best Halloween products for 2011, with an emphasis on Adults’ Costumes, Kids’ Costumes, and Accesories. We’re proud of the work we’ve done, and we can’t wait to meet you in Houston and show you a piece of it. In addition to our distribution at the Houston Halloween show, The Halloween Insider will be sent through to Toy Fair (in the pages of the industry-leading Toy Book) and, from there, it will appear as a standalone at the Las Vegas Lingerie Show. We couldn’t do this without you, and we appreciate your submissions and your readership. Thanks for helping us! Happy Halloween!
Table of Con ten ts Stat•Shot 8 A Halloween Overview 10 Retail SPotlight: Target 12 A history and origin of rubie’s costume co. 14 An interview with Howard beige 18 Halloween Trade Shows Up Close 22 A look at Rasta imposta 23
CO-PUBLISHERS Laurie Schacht and Jonathan Samet EDITOR-IN-CHIEF Bryan Joiner CONTRIBUTING EDITORS Mackenzie Allison Elizabeth Reid Jackie Breyer PRODUCTION DIRECTOR Anthony K. Guardiola CREATIVE DIRECTOR Jackie Breyer
Adventure Publishing Group Inc. 286 5th Avenue 3rd Floor New York, NY 10001 (212) 575-4510 PH (212) 575-4521 FX
All rights reserved. Reproduction in any form is prohibited without prior written consent of Adventure Publishing Group. All photographs, logos and artwork are the property of their respective owners.
The Halloween Insider
H6
product showcase 26 Directory 38 Winter 2011
Stat•Shot: Halloween 2010 We tracked the hottest-selling costumes for Halloween 2010 and total sales with help from our friends at the National Retail Federation and The NPD Group.
TOP COSTUMES FOR ADULTS, CHILDREN, AND PETS—HALLOWEEN 2010 RANK ADULT COSTUMES
RANK CHILDREN’S COSTUMES
RANK
PET COSTUMES
1
WITCH
1
PRINCESS
1
PUMPKIN
2
VAMPIRE
2
SPIDER-MAN
2
DEVIL
3
PIRATE
3
WITCH
3
WITCH
4
NURSE
4
PIRATE
4
HOT DOG
5
WENCH/TART/VIXEN
5
DISNEY PRINCESS
5
BEE/CAT (TIE)
6
CAT
6
ACTION/ SUPER HERO
6
DOG
7
ZOMBIE
7
GHOST
7
SUPERDOG/SUPERCAT
8
FAIRY
8
PUMPKIN/VAMPIRE (TIE)
8
GHOST
9
ATHLETE/BATMAN (TIE)
9
BATMAN
9
PIRATE
10
DRACULA
10
STAR WARS CHARACTER
10
BOWTIES/FANCY COLLAR/BANDANA
Source: The National Retail Federation’s 2010 Top Costumes Survey
2010 Halloween Sales By Retail Channel CHANNEL
Rank
TOTAL DOLLARS (PROJ.)
%
TOTAL UNITS (PROJ.) 127,509,600
$1,431,098,000
TOTAL
%
TRANSACTIONS (FREQ.)
AVG. PRICE
2896
$11.22
Mass Merchants
1
$879,296,100
61%
83,321,790
65%
1809
$10.55
All Other
2
$239,553,800
17%
16,369,320
13%
396
$14.63
Toy Store
3
$63,188,890
4%
4,203,295
3%
96
$15.03
Direct Mail/ E-commerce
4
$48,743,260
3%
4,903,941
4%
108
$9.94
Drug Store
5
$46,259,190
3%
4,167,650
3%
97
$11.10
Second Hand
6
$22,233,190
2%
3,478,698
3%
99
$6.39
National Chain
7
$20,961,100
1%
1,605,156
1%
46
$13.06
Specialty Store - Apparel
8
$20,356,330
1%
1,401,914
1%
43
$14.52
Warehouse Club
9
$18,693,710
1%
1,034,823
1%
26
$18.06
Off Price
10
$17,146,350
1%
1,511,668
1%
40
$11.34
Department Store
11
$9,672,047
1%
633,643
0%
11
$15.26
Grocery Store
12
$7,602,373
1%
1,279,013
1%
35
$5.94
Source: The NPD Group /Kids Industry Tracking Service Mass merchants make up 61 percent of dollar sales. Because “all other” is so high in the ranking, it is likely to include many Halloween specialty stores.
The Halloween Insider
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Winter 2011
America’s Next Top Holiday With 2009 safely in the past, Halloween continues to grow. Spending is back up to 2008 levels, and more people are dressing up than ever before. Is it becoming America’s favorite holiday? by Bryan Joiner
he Halloween Insider doesn’t come together by accident. It comes together because of
T
you—not just because of your editorial submissions, but because of your choices on Halloween night. Did you dress as a vampire? Waldo? A Chilean miner? Every person is a data
point. Thank you for helping us help you. This year, you spent an average of $66.28 on Halloween, according to the National Retail Federation (NRF), up nearly $12 from 2009 and roughly iden-
tical to the amount you spent in 2008 and 2007. We can deduce from this that the recession was worse than we thought in 2009, and that, as uncomfortable as the economy still is for many of us, Halloween is one of the first things to bounce back when things get better. You can put a price on many things, and escapism’s price tag is pretty high—maybe even higher than it currently sits. “Though Halloween spending will be much more robust than a year ago, consumers will still err on the side of caution,” says Phil Rist, executive vice president of strategic initiatives for BIGresearch. “Americans are excited about Halloween but are still being frugal and pinching their pennies where they can.” The fluctuation in Halloween spending doesn’t affect the breadth of the properties and characters that are represented, but it does represent the depth of the commitment to a costume. At what point is it worth it to spend $200 on a deluxe Joker costume, rather than $40 for a disposable version? That’s the balance you strike on Halloween: How much do you want to spend on yourself? The good news is that more and more people want to spend something. Forty percent of adults planned to dress up in 2010, up from 33.4 percent in 2009, according to the NRF. Nearly 70 percent of young adults ages 18 to 24 planned to dress up, making them the most participatory demographic. To that end, companies are slowly stretching out ideas for Halloween from year to year, as participation across all demographics slowly rises. Rubie’s Costume Co. has innovative costumes in step with the times, including Lady Gaga and the cast of Jersey Shore, while Rasta Imposta has an interactive Whac-A-Mole game to complement its his and hers lines of Heinz ketchup and mustard cos-
The Halloween Insider
H10
Winter 2011
tumes. The question is, are these costumes the
headphone, how it feels to be the so-
lures for people to dress up, or do these costumes
cial equivalent of the “October sur-
allow people to simply spend more on a costume they
prise.” On Halloween 2003, he
were already planning to wear?
was everywhere. Now? Not so much.
It is likely a little of both. What is the cause
The fact is, you can’t plan for these phenomena, but you
for the increased participation? Social media and
can plan for the rest. Princesses, super heroes, witches, and
the internet likely play a role. Halloween isn’t
vampires are always popular, as are characters from big
something that can be “out of sight, out of
movies, Buzz Lightyear and Alice in Wonderland to be spe-
mind” anymore. If you miss a party, there’s no
cific this year, according to the NRF. Pet costumes are also all
escaping it on Facebook. You will know that
the rage, with a stunning 11.5 percent of adults planning to
you missed a one-of-a-kind event. The same
dress their pooches, cats, and other furry (or scaly) friends.
rule doesn’t apply to, say, Christmas parties.
Pets are most often dressed as pump-
There’s not so much in the way of variety there,
kins, devils, and witches. Fourth place?
except for maybe the holiday sweaters. Even
Hot dogs.
the most popular costumes are rarely dupli-
The most encouraging part of all
cated at a single Halloween party. It’s a perpetually changing and
of this, counterintuitively, is that
fascinating grab-bag of what’s popular right now.
the economy is still
The best example of this was 2010’s (unofficially) most popu-
stagnant. The av-
lar costume: the Chilean miner. All the market research in the world
erage spending
couldn’t prepare a costume company for the perfect storm of tim-
on Halloween is
ing, positivity, and kitsch that made it the go-to costume
levels, which actually repre-
of the season—and good
sents growth when you
luck finding one in 2011.
figure in the economic
By next year, it will be
downturn. If our
solidly in the past. Just
superconnected,
ask Steve Bartman, the
hyper-creative world gets an influx of
iconic playoff-game inter-
cash, expect Halloween to keep getting
fering Cubs fan with the
bigger and bigger. It’s quickly be-
signature teal neck-
coming the holiday that America
warmer
winter 2011
roughly the same as 2008 and 2007
and
oversized
does best.
H11
The Halloween Insider
Retailer Spotlight: The Target Audience The Halloween Insider interviewed Target spokesperson Tara Schlosser in the days leading up to Halloween 2010 about the retailer’s plans for the holiday. by Bryan Joiner
The Halloween Insider: What preparations do you make for Halloween, both short-term and long-term? Tara Schlosser: Halloween remains an important sales holiday for Target. We plan inventory months in advance to ensure a full presentation for the peak weeks. We leverage our distinctive marketing and weekly circular, as well as magazine inserts and an occasional TV commercial, to communicate our assortment and value offerings. We maintain regular store hours during the Halloween season.
THI: What are you expecting for this year’s holiday, and in what categories? TS: While our guests shopping habits may be somewhat different this year than last, we are seeing considerable sales increases in the final weeks leading up to Halloween. Traditionally, children’s costumes represent significantly greater sales for us than adult costumes.
THI: What are the biggest trends you’re seeing? TS: Traditional Halloween motifs like vampires and ghosts are always popular, and Costume Couture by Simon Doonan for Target offers a fun twist on these costumes. Costumes with popular culture references are also hot this year, and Simon has created a collection that depicts today’s trends including a men’s “Vegas Vampire,” women’s “A-List Celebrity,” boys’ “DJ from the Crypt,” and pets’ “Spaghetti & Meatballs.” Popular items for men include hot dog and banana; for women Alice in Wonderland and cowgirl are favorites. WHAT THEY’RE WEARING Candace Corn (l.) and Couples Paparazzi from Hell (r.) from Costume Couture by Simon Doonan for Target.
The Halloween Insider
H12
Winter 2011
WHAT THEY’RE WEARING Pet-erazzi (top r.) and Diva Witch (bottom r.) from Costume Couture by Simon Doonan for Target.
THI: What about kids’ costumes? TS: Target has more than 75 classic kids’ costumes. Whether kids want a traditional Halloween costume like a firefighter or princess, or a character from
Toy Story 3 or The Princess and the Frog, Target has a costume for every child. There are great deals on costumes for kids starting at $12. Target also has the costumes teens want, including mix and match items for teen girls—wigs, tutus, and masks in green, blue, orange, pink, and black. Popular items for boys include Mario, Spider-Man, cowboy hat, pirate hat, football helmet, and Rastafarian hat with dreadlocks. In addition, Target offers classic costumes including werewolf, skeleton, and vampire. Popular items for girls include princess and Cleopatra.
THI: What about pet costumes? TS: Target offers a variety of pet costumes. We have nine styles of partial costumes ranging from $4.99-7.99 in sizes small through large. We also offer full plush costumes in sizes small through extra large in 10 styles; from hot dot and a banana split to the ever favorite squirrel and bumble bee. New this year are rider costumes in five styles. These are geared toward the larger dog, featuring plush dolls in a saddle, and they come in sizes medium through extra large and varieties like a cowboy on a bull, or a princess on a unicorn. We also have two costumes from designer Simon Doonan in select stores. In addition we feature Halloween t-shirts, pajamas, and bandanas in sizes small through extra large.
Winter 2011
H13
The Halloween Insider
Down Memory Lane: A History and Origin of Rubie’s Costume Co. by Howard Beige, executive vice president of Rubie’s Costume Co.
Humble Beginnings
A Family Business
In 1951, Rubin and Tillie Beige founded Rubie’s in Woodhaven, Queens
The four Beige children—Maxine, Marc, Joel and Howard—grew up
NY. The company started as a joke and novelty shop and progressed
in the business and were always part of the operation, living either
over the years to selling disguises, hats, masks and later costume ac-
behind the retail store or above the store until the mid to late ‘70s.
cessories and make-up. Eventually
Marc was particularly interested in
Rubie’s added a full line of costumes for
costumes and costume manufacturing
children and adults to its offerings and
and he and Maxine joined the com-
over time transformed into a costume
pany in the late 1960s.
rental shop. As a rental shop owner,
Business grew between the mid
Rubin often received requests for cos-
‘60s to early ‘70s and by 1974 there
tumes not readily available for rental.
was a whole new wave of business in
As a response to customer inquiries,
the industry as the United States
Rubin began to sew his own costumes.
began to prepare for the 1976 Bicen-
Other shop owners, who were fielding
tennial celebration. The event provided
the same rental requests as Beige, took
a big opportunity for growth for all the
notice and wanted to buy his creations. This was the late 1960s and
costume shops, including Rubie’s, as the shops began to manufacturer
the first sign of a wholesale business.
or sell bicentennial costumes that were replicas of the costumes worn
In the mid 1960s, rental costumes were very basic and included
by soldiers during the 1776 time period.
clowns, French maids, horror robes, pirates, witches, devils, and angels. Black-and-white prison suites were also popular. There were no
U p p i n g t h e P r i c e P o i n t F o r K i d ’s C o s t u m e s
licensed costumes at the time because the rental offerings were so
At the same time, Rubie’s had an expensive offering of rental-quality
limited. The only licensed costumes out there were being made by Ben
costumes, which sold for $100-$250 wholesale. These costumes, still
Cooper Costume Company and Collegeville costume company, which
generic, were sold to costume rental shops across the country—which
really only made the very low-end children’s costumes, made from
would frequently rent these costumes out for many years to come.
rayon or vinyl fabric, for $2.99 to $3.99. Over the years, Rubie’s ac-
After the Bicentennial, Rubie’s was looking to replace this business
quired both of those companies.
and expand into a line of children’s costumes priced at $29.98 retail.
The Halloween Insider
H14
Winter 2011
The only other costumes that were on the market place were still from
R u b i e ’s E n t e r s t h e W o r l d o f L i c e n s i n g
Ben Cooper and Collegeville, with a $2.99 to $3.99 price point. Rubie’s
In 1988 Rubie’s acquired its first license, from M&M, called “Mission
started to sell its own brand of generic costumes at $14.00 wholesale,
from Mars.” This special promotion had a few absurd characters—
which translated to $29.98, and these costumes increased in popu-
Rum, Blimp, Bing and Scooter—that got some TV exposure. After that,
larity over the years and were sold to many shops across the country.
the first major license we did was in 1990 for Star Trek. Star Trek was a license that our competitor Ben Cooper had
A Shift in the Halloween Industry
but was doing it in children’s low-end vinyl
By the early ‘80s, there were still only two
costumes. We saw Star Trek as an adult li-
product lines in the market: the lower-end cos-
cense and instead of producing a plastic jump-
tumes that were all licensed and mostly used
suit with a picture of the Enterprise printed on
for trick-or-treating, and the Rubie’s costume
the chest we designed the adult costumes as
product line, which was of higher quality with
exact replicas of the garments worn by Cap-
multiple components and sold for $29.98.
tain Kirk and Mr. Spock. This was a major
The Halloween industry entered troubling times beginning in 1982 when reports sur-
From left: Howard, Maxine, Marc and Joel Beige
faced concerning razor blades in apples and tainted candy. All of a
change for the Halloween industry and quickly after that we got many other licenses includ-
ing our second major license, Universal Studio’s Monsters.
sudden, Halloween was deemed unsafe, but parents still wanted to
In 1992 Rubie’s purchased Ben Cooper, which brought us many
find a way for their children to enjoy celebrating the holiday. As a re-
big licenses including Batman, Superman, Catwoman, Looney Tunes
sult, in an attempt to make Halloween a safer event, parents started
and many more. In 1996, we bought another big brand, Collegeville
to celebrate Halloween indoors and it geared away from trick-or-
Costumes, which brought us even more licenses. That same year,
treating. When Halloween moved indoors, children started to compete
Rubie’s started to go international. Our first international expansion
for best costume prizes and as a result the $2.99 and $3.99 plastic
was in England where we formed Rubie’s Masquerade Co., UK. After
costumes became less popular and the costumes that we were sell-
that, we bought five different companies in Germany over a several
ing for $29.99 and even $24.99 became more popular because of their
year period and then we acquired a company in France. We then
better quality. Within a couple of years, Rubie’s increased its offering
formed a partnership with Spain’s largest toy company and formed
and started to produce a second price point that was basically $14.98
Rubie’s España, then there was Rubie’s Portugal, Rubie’s Japan, and
retail for kids’ costumes.
Rubie’s China. The latest additions were Rubie’s Australia and Rubie’s
At this point the adult costume business was still a much smaller part of the business and consisted primarily of rental-quality costumes.
Brazil. Today, Rubie’s is proud to work with some of the same licensors, but on a worldwide basis, including Lucasfilm and Warner Bros.
But in 1986, with parents celebrating the holiday with their kids,
Hollywood has become a big part of Rubie’s Worldwide business
Rubie’s added inexpensive adult costumes. A large percentage of
and Rubie’s is very fortunate to be allowed to make costumes of these
adults wanted to celebrate Halloween with their kids but did not want
many famous characters—both fictional and non-fictional. Today li-
to rent costumes. Rubie’s lower price point costumes for adults sold for
censed costumes account for approximately 50 percent of all costumes
$29 and $39 and changed the marketplace.
sold at the marketplace.
Winter 2011
H15
The Halloween Insider
Celebrating A New Generation
spond, create and innovate to give consumers
A few years ago Joel Beige retired, but is still partially involved with
what they need. We plan to continue on the
Rubie’s. Today, Marc’s son Rubin and Howard’s son David are the first
path of listening to our customers, as they
of the third generation to join the company and both work in the com-
are our most valuable assets.
pany full time. The second and third generations are actively working to grow the company even further.
Rubie’s today is a global company that employs more than 2,500
The 60th anniversary will be a huge celebration, which will go on
people—with more than 2,000 of
all year and will start at a private show in early January. The party will
them in the United States. Rubie’s also
continue in late January and have a huge event at the Halloween &
consists of many different divisions: Forum
Party Expo in Houston. The festivities will continue throughout the year
Novelties,
with all of Rubie’s shows, fashion shows, and events.
Wishes, and Delicious.
Morbid
Enterprises,
Secret
Rubie’s and its affiliated companies’
Our Message
product lines reach almost every aspect of
Our biggest success can certainly be contributed to listening to our cus-
Halloween, be it costumes, costume accessories, masks, make-up, décor, props,
tomers over the years and work-
or collectibles. Rubie’s and its affiliated
ing hard to bring them the items
companies’ product range basically
and product lines that they have
encompasses all the various Hal-
requested and have found successful. Un-
loweens products sold in stores today.
questionably, costumes have been the most
Our product lines are often show-
successful product offerings over the years—
cased on a global basis and our distri-
whether licensed or generic, for newborns, in-
bution reaches all the major economies of the world.
fants, toddlers, children, tweens, teens, adults, full-figure adults, or pets, this has comprised our
T h a n k Yo u !
most successful product line and has meant the
In the mid ‘70s and early ‘80s, I had the pleasure of traveling for six years across the country in the company motor home, which
most to our retail accounts. Rubie’s role in Halloween today is much like it
was set up as a showroom, and visited many of our independent
has been in the past 40 years and that is to be the
accounts across the country. It gives me great pleasure to deal
innovators, the creators, and the people to shape
with some of the very same independent accounts today. Some-
Halloween for the future. The biggest contributors
times I’m dealing with the same person or, more often lately, I’m
to our success are our customers and retail ac-
dealing with their children. In any case, it gives me great pleasure
counts. They report to us what the consumers
to deal with the very same account that I visited more then 30
are looking for and it’s our challenge to re-
The Halloween Insider
years ago.
H16
Winter 2011
Interview with Howard Beige, Executive VP, Rubie’s Costume Co. by Mackenzie Allison
alloween can be compared to a lot of different things: a fan-
tend over a several year period. “So far [for 2011] what I am hearing at
tasy world for kids, or, on the other end of the spectrum, dinner
retail is a lot of interest in couples’ costumes, including Batman and
parties with costumes for adults. To Howard Beige, executive
Robin and Superman and Super Girl.”
H
vice president of Rubie’s Costume Co., Inc., it can also be compared to going to the movies.
Also, with families doing more things together, the fall holiday is becoming a household event, and Avatar and The Wizard of Oz are topping the list for group costumes. “Mom might
He makes the comparison nominally,
be Glenda while Dad is the Scarecrow and the
but in today’s uncertain economy, his ex-
kids can dress up like the Lion and
planation makes sense: “$19.98 is still
Dorothy. The dog can even be Toto,”
the key price point [for costumes],” he says. “Costumes still remain inex-
Beige says.
pensive and comparable to going to
Continuing with his rundown for popular
the movies and buying popcorn, but also
costumes, Beige says big screen hits are also big
more enjoyable. The Halloween industry is recession-re-
for Halloween and the much-anticipated releases of The Green
sistant because it is still a small purchase.”
Lantern, as well as the final installment of the Harry Potter franchise, are sure to see major play next Halloween.
What’s Hot?
On the sexy front, the Delicious line—in its second year—
Topical was the term for 2010, and consumers, es-
is still a hot item with good placement in the generic costumes
pecially the tween and teen set, were attracted to cos-
category and a Playboy license for 2010. The case, with a
tumes with components, where the costume starts at
round-zippered package that can double as a purse, also adds
the waist and the wearer uses his or her own jeans (think
appeal to the line.
a muscle chest with tattoos—a la Jersey Shore’s Paulie D).
With several contemporary costumes, classics, and a
Other hot, topical costumes included the other two Jersey
successful sophomore line under its belt, Rubie’s continues
Shore stand-outs: Snooki—with a tight dress and signature
to be the forerunner in the industry. “For our company, growth
“pouf” hair do—and The Situation, as well as idiosyncratic
has been fantastic,” Beige says. “We offer 132 licenses just in
pop diva Lady Gaga.
Rubie’s.”
Flamboyant outfits were only part of the Halloween sea-
The popularity of Michael Jackson costumes, as well
son and, according to Beige, hot costumes can normally ex-
as Mario and Luigi, Batman, the Ghostbusters, Star Wars,
The Halloween Insider
H18
winter 2011
old school vampires, and a lucrative appointment by Walmart to produce costumes based on Dreamworks’ How
to Train Your Dragon have only added to the company’s stature. What to Expect for 2011 Determining some popular costumes for 2011 is as simple as a glance through an entertainment magazine or a scroll through TMZ.com. Along with The Green Lantern and Harry Potter, other hot items for 2011 will include a new line of Lady Gaga costumes, and, because The Situation’s hijinks are endless, the Jersey Shore line will continue for next season. Cast costumes from the Fox powerhouse Glee will also be popular and for the first time in 20 years, the Smurfs are coming out with a movie. Other movies likely to be top costumes include Alvin and the Chip-
munks, Conan the Barbarian, and the Daniel Craig vehicle Cowboys & Aliens. For all those who desire flirty costumes, sexy is still the adjective for 2011, but since popular sexy costumes have been out for a few years, expect new provocative costumes to sell next Halloween, including the 50 new styles Rubie’s is working on for its Delicious line. A Page from Rubie’s Book Rubie’s is often imitated, ever duplicated. The veteran company has several years under its belt (see page 15) and wisdom only comes with age, but Beige does offer a few key questions for retailers trying to improve their business: 1.) How can you promote your store? 2.) What can you do to make the outside of the store more attractive? 3.) Are you carrying the products that are in high demand? 4.) How can you make the shopping experience pleasant? Beige says that it is important to remember that Halloween is a fun holiday and those who choose to celebrate it want to go all out and get the most bang for their buck. For 2010, Beige says fun went into the offering of product. “People can find topical merchandise, they can find Lady Gaga and Jer-
sey Shore products, they have widespread choices. People tend to choose costumes that are different from their everyday lives, hence the reason they choose fantasy characters like Neytiri from Avatar.” As Halloween professionals, it is your job to make this holiday great. Sell what’s popular and throw a few unexpected costumes into the mix, and maybe one day you can share your words of wisdom with the masses.
winter 2011
H19
The Halloween Insider
A Closer Look: Trade Show Insiders Put Halloween in Perspective by Mackenzie Allison
hile other industries might feel a sting from the current state of the economy, the Halloween industry is, to quote an oft-repeated term, “recession resistant.” According to industry experts, Halloween is still going strong because, in the grand scheme of things, a costume is still a relatively small purchase and trick or treating is an experience that parents feel is important for their children. “Families might not go out to eat as much, but parents are going to buy their kids Halloween costumes,” says Jonathan Erwin, an organizer for the Halloween & Party Expo. Erwin and Michael Moreira, an organizer for the Las Vegas International Lingerie Show, recently talked trends, trade shows, and other Halloween-related topics with The Halloween Insider.
In its second year, the Halloween & Party Expo brought in more than 5,000 buyers, with a large international presence from more than 40 countries around the globe.
W
The Numbers Success is quantifiable for the Houston-based Halloween & Party Expo. Entering its third year, the 2011 show is expected to bring in more than 350 exhibiting companies. The four-day show is also projected to have 1,400 booths—a 75 percent increase over last year’s show—with a projected buyer count of 6,000. According to Jonathan Erwin, costume-wise, the market is still very license-driven, with Lady Gaga—a popular costume with the under-20 crowd— and Toy Story leading the pack. “After that, you work your way down from the hot licenses to traditional Halloween offerings: the vampires, witches, and werewolves,” Erwin says. Options of where to buy coveted costumes are also increasing, with more pop-up stores entering the market as a way for companies to supplement their brick-and-mortar sales. “A lot of places don’t want to tear up their whole store [for Halloween], so they throw up a pop-up,” Erwin says. Mom and Dad Like Halloween, Too Not just a market driven by kids, adult costume sales are making a major dent in the industry, with sexy options doing considerably well. According to Michael Moreira of the Las Vegas International Lingerie Show, which meets in March at the Rio Hotel in conjunction with
The Halloween Insider
the Las Vegas Halloween Show—the two markets are very similar. “We stumbled between the crossover of lingerie and costumes because both are all about fantasy,” Moreira says. “The idea of fantasy and bringing that to market is what people want. The thing about Halloween is that most consumers, and especially women, can dress sexy and get away with it—no one is judging them,” Moreira says. “Everyone wants to embrace the fantasy, sometimes that’s in the bedroom or on the street.” For adults, costumes like the sexy schoolgirl are leading the market and the discriminating demographic knows exactly what they want: high-quality, realistic costumes. “Gone are the days when you get a mask and some fabric and a picture of what it’s supposed to be,” Moreira says. To that end, a lot of apparel companies have branched into the costume market. Moreira cites Roma Costumes, the revamp of Roma Bikini, as a prime example. In the past, a basic ensemble might have had red or black stockings, but now with the lingerie market pairing you can have green stockings with spots and turn the costume into a “hot alien.” A Look Back at the International Halloween Show “We are hearing a lot of positive feedback about the show from both retailers and manufacturers,” says show organizer Michele Biordi. “A lot of new and exciting products were previewed for the 2011 season including the latest superheroes and costumes from highly anticipated movie releases including Cars 2, Scream 4, and the conclusion of the Harry Potter series.” Sexy costumes, with high-tech accessories including hidden cameras and lights, were also featured at the show, as well as novelty products, décor, and accessories. “We look forward to seeing you next year at the Halloween Tower in New York City!” Biordi says.
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The Future Looks Good for Rasta Imposta Rasta Imposta is more about treats than tricks. When it comes to Halloween humor, they’re always thinking ahead. What’s up next? We shake the Magic 8 Ball and find out. by Bryan Joiner
The Halloween Insider: How did it go this year, and what do you expect for 2011? Gary Schneider, general manager, Marketing and Licensing: We had a really strong Halloween. We were up a little bit from last year. The humor category, which is our specialty, continues to grow. More adults than ever are dressing up, and I still think you’re going to see that for a Monday Halloween next year. We don’t anticipate that much of a dropoff. The real test comes when it goes to Wednesday in 2012.
HI: What are your big items for next year? GS: Our branded line is going to continue with a line of costumes from the Heinz Corporation. We will introduce licensed ketchup and mustard costumes. We are going to be working with the Pabst Corporation for licensed beer costumes for the adult and college markets for Old Milwaukee, Schlitz, and Colt 45. We also have the rights to do some regional beers, like Schaeffer in New York and Old Style in Chicago. We’ve had the license for the basketball movie Semi-Pro for a long time, and we are extending our relationship with Warner Bros., so we are extending some costumes for classic movies including Dumb and Dumber and Cad-
dyshack, as well as some seasonal costumes for A Christmas Story for next Christmas. The other thing we’re doing for 2011 is working with the Mattel games division. We are going to be putting out a Magic 8 Ball costume that has interactivity. It is a spinner and somebody can ask you a question (wearing the Magic 8 Ball costume) and you can give a classic Magic 8 Ball response. We’re doing Rock’Em Sock’Em Robots, which we’re excited about. We made a kick-ass Rock’Em Sock’Em costume in both blue and red for both kids and adults, and then we had the rights to do Whac-A-Mole, and we came up with a wonderful, interactive Whac-A-Mole costume. You’ll get to control which moles come out of the suit by pushing up with your hands in the costume. It’s hilarious.
HI: At what point of the year do you start looking forward to the next Halloween? GS: I am starting off looking at 2012 now. Our 2011 sales started around July 1. If we see something at Licensing Show, we can still get it in for the following year. But that’s the latest, because our VP of sales will start going out on the road with designs for the upcoming year right around July 1. If something’s not included in the initial presentation, and then we start showing it to the second-tier guys, it’s got no chance in the next year because they’ll consider it old.
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INSIDER LOOK At:
kids costumes New for 2011, Rasta Imposta’s line of interactive costumes adds a new level of fun to Halloween. With the Whac-A-Mole costume, the wearer gets to control what moles come out of the suit, which can be pushed up from out of the costume.
Disguise’s children’s costumes include an owl with dress and matching hood.
Dressing as an evil villain or rockstar isn’t just for adults and Rubie’s offers comprehensive costumes for the under18 set, including KISS and warlord General Grievous from the Star Wars prequels. Other kids’ costumes include Harry Potter, Princess Fiona from Shrek, Bat Girl, and Snow White.
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Want to be a peeled banana, a flower in a flower pot, or even road kill? Rasta Imposta has you covered with several humorous costumes for kids. Other hot costumes include a full-body duck, a tape measurer, a kite, and a cockroach.
From Classic Media, new costume deals for 2011 include Masters of the Universe outfits from Disguise and Casper the Friendly Ghost costumes by Paper Magic Group, Inc.
Winter 2011
INSIDER LOOK At:
kids costumes From Disguise comes a new line of fun, frilly, and fuzzy dresses for little girls who love to dress up. Now they can still look “girlie” wearing their favorite Sesame Street characters. The line comes in a Frilly Big Bird, Frilly Elmo, and Frilly Cookie Monster. Every little boy will be inspired to want to be Captain America—the first Avenger. Authentic character details from the movie make this costume special. It comes with a jumpsuit with muscle torso and arms, a detachable cape, and a character headpiece.
Target has collaborated with Barneys New York Creative Director Simon Doonan on Costume Couture by Simon Doonan, a collection of trendy costumes for adults and kids. Kids costumes include a Lil Diva Witch and Devilish Demon.
Target’s Costume Couture by Simon Doonan includes costumes for pets, too. Fido can dress up as Spaghetti with Meatballs or a Pet-arazzi.
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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
INSIDER LOOK At:
adult costumes From Seven ‘Til Midnight, the “Maid in Paris” costume was inspired by pin-up styles and can be worn two ways: alone as a bodysuit or with an included skirt. For 2011, the company has a collection of fashion-forward costumes that can be worn in this style so that fashionistas have options and never have to repeat an outfit.
Sometimes a simple funny costume is more than enough and Rasta Imposta is offering several in the generic category. Adult costumes include an ice cream sandwich, a hammer, and a pencil.
Pleaser USA adds to an authentic Steampunk look with its Funtasma Halloween/costume footwear collection. Unique gear-shaped buckles and mechanically inspired studding decorate a large selection of styles, evoking the mystery and spirit of technology-altered Victorian past.
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INSIDER LOOK At:
adult costumes Big-screen releases and pop culture icons have a lot to do with this festive holiday. Rubie’s Costume Co. has a long list of costumes that fill both of these categories. Halloween party-goers can dress as tabloid all stars Lady Gaga, Michael Jackson, or a number of cast members from MTV’s Jersey Shore. On the Hollywood front, the company also offers an extensive list of costumes based on upcoming and popular films, including The Green Lantern, Avatar, and
Star Trek.
On the sexy side, Franco American Novelty Company, LLC offers several punk-inspired costumes, including the Steampunk Vampiress dress, which comes with gloves, a choker, and a hat; and the American Punk Girl, which includes a dress with attached sleeve piece, a belt and thigh highs. On the more demure side, the company also offers an Aphrodite costume that comes with a dress and wreath.
Rasta Imposta started as a company specializing in dreadlock hats. Nearly 20 years later, the company’s catalog features more than 400 items, including Crayola Crayon, Schlitz Bottle, and Rubik’s Cube costumes. Rasta Imposta has also recently introduced a line of costumes for babies and toddlers. Featured here are the Old Milwaukee female costume and the Heinz Ketchup male costume.
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Specializing in wearable props and creepy creature stick-ons, HouseHaunters takes Halloween to a whole new level. Not for the shy, these conversation piece costumes include “Too Much to Tango”—complete with a droopy inflatable dance partner who clearly had “too much” to tango—and the baby gorilla arm puppet, which comes with a lifelike baby gorilla that can snuzzle and drape around its owners neck.
Disguise is continuing its alternative line, H2Go! for the 2011 Halloween season. The expanding line will include vacuform masks of consumers’ favorite licensed characters, as well as adult licensed costume kits, beanies, and more. For 2011, adult offerings will include Hasbro costumes—from the childhood Ouiji board to Candyland. There are several Hasbro games costumes for kids, too.
Winter 2011
From Rasta Im-
With more than 100 licenses,
posta, adults can feel
Rubie’s has several recognizable cos-
like kids again with sev-
tumes. Fans of the mega-hit Glee can
eral full-body costumes, in-
dress up as their favorite characters
cluding Snoopy’s sidekick,
and maybe even belt out a few popu-
Woodstock.
lar tunes.
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INSIDER LOOK At:
Accessories From Innovative Brands, Inc., the Halloween Solar Powered Lawn Stakes will automatically light up at night. The skull will rotate through seven colors and the pumpkin will flicker yellow—reminiscent of a jack-o’-lantern. Also new, the Halloween Window Lights are 20 inchlong color-changing words that suction to any window. The Jack O Light assorted display allows retailers to offer three battery-operated safe pumpkin lighting alternatives to candles. The item comes with eight rainbow-color changing Jack O Lights, eight traditional yellow flickering Jack O Lights, and the new eight super lightning white strobe Jack O Lights.
Offering spooky sounds, Introsound Music / Hollywood Haunts Music has a range of scary Halloween dance mixes. The Halloween Chiller Dance Party has a revamped version of “Monster Mash,” as well as danceable tunes such as “Trance-Formers,” “Halloween at Club 13,” and “The Haunted Mansion.”
Drew’s Famous Entertainment offers a comprehensive list of scary tunes. Halloween Fright Flicks includes music from The Exorcist, Nightmare on Elm Street, Amityville Horror, and more. Other chilling mixes include 57 Haunts of Halloween, Halloween Party Music, and a two-CD pack of 175 Ultimate Halloween Sound Effects. For kids, bestsellers include Kids Scary Stories & Spooky Songs; Kids Pop Halloween Hits, which includes “Thriller,” “Monster Mash,” and “Time Warp;” and 113 Kids Halloween Jokes and Stories.
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Accessories WOWindows, LLC, specializing in window posters, offers several frightening options for Halloween. The WOWindows Posters line has expanded to include images from the classic films Friday the 13th, A Nightmare on Elm Street, A Christ-
mas Story, and The Wizard of Oz. The company released three designs for 2010, including Freddy Krueger, Jason Voorhees, and the Leg Lamp. Additionally, Dorothy and The Wicked Witch will be released in 2011.
From Disguise, the Werewolf Beanie Knit Hat comes with attached plush face pieces and vinyl nose while Devil Beanie comes with attached vinyl horns.
From Skeleton Store, the Buckyâ&#x20AC;&#x2122;s Boneyard collection has the perfect props for any Halloween bash. The Budget Bucky Skeleton fourth quality five-foot, six-inchtall skeleton (without stand) is an adult anatomical model skeleton featuring a hanging hook at the top of the skull, jointed arms and legs, and a movable jaw on springs. Budget Bucky is made of durable plastic. The collection also includes the Budget Life-Size Three-Piece Skull and Hanging Light-Up Skull.
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Specializing in all things spooky, Skeleton-Factory offers everything from severed fingers to life-sized skeletons and skulls. The Skull Lantern with LED is a dense foam lantern with two skulls illuminated by strobing multicolored LEDs, while the Lexor Light Up Skull features light-up eyes set in glittered eye sockets.
The history of the Scream mask has a lot to do with Fun World. As the story goes, Wes Craven discovered the mask used in the original Scream movie while scouting locations in a womanâ&#x20AC;&#x2122;s house. The womanâ&#x20AC;&#x2122;s late husband was a mask collector and after several unsuccessful attempts by Disney to have a similarly creepy mask made for the film, Craven used the Ghost Face mask by Fun World. The rest is history. The company offers decorations and several variations of the mask including a bleeding mask, a glow-in-the-dark mask, and more.
Klein International, Ltd. is a global supplier of seasonal accessories and decorations. Their products, including decorative Halloween headbands and jewelry, can be found in retail and catalog outlets.
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Directory of Advertisers Rubieâ&#x20AC;&#x2122;s Costume Co. www.rubies.com pp. H1, H2, H17, H31, H39, H40 Houston Show: #2319, #2418
Rasta Imposta www.rastaimposta.com pp. H7 Houston Show: #2737, #2837
Fun World www.fun-world.net pp. H20, H21 Houston Show: #1515
Disguise www.disguise.com pp. H4, H5 Houston Show: #1601
Introsound Music/Hollywood Haunts Music www.hollywoodhaunts.biz Houston Show #: 2549
Regal Logistics www.regallogistics.com pp. H27
WOwindows Posters www.wowindows.com pp. H9 Houston Show #: 1253
ThE HAlloween Insider
Foothills Creations Ltd www.draculafangs.com pp. H35 Houston Show #1317
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CES 2011: Get Connected by Reyne Rice, trend expert for the toys and games industries
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he 2011 International Consumer Electronics Show expanded to represent more than 140,000 professionals, an increase from the 120,000 verified attendees in 2010. Also in 2011, international attendance increased to 30,000 visitors. The 2011 CES created phenomenal buzz in the social media world with more than 158,000 CES-related tweets tallied between Monday, January 3, and Sunday, January 9, and more than 11,000 page views on the Consumer Electronics Association’s Digital Dialogue blog. The biggest trend at CES 2011 was the shift from being mainly a hardware show to becoming a showcase for innovations in software, mobility, and the interconnectedness of the products we use. Interactive software now enables multitasking on devices such as tablet PCs, Internet-enabled TVs, and smartphones. Downloadable apps and intelligent sensing devices will inform our lives seamlessly and wirelessly. These connections will allow content to follow us from in-home to in-vehicle to in-our-pocket and on-the-go access to all communications, content, and tools for everyday living. Let’s take a VINCI look at some of the top technology trends as we enter 2011. INTERNET -ENABLED TV: Last year, CES was buzzing with expectations for 3-D TV. This year, the buzz has shifted to Internet-enabled TV, which will allow families to view Facebook, videos, photos, home movies, and other entertainment options on their home TVs. Newer box-top devices and wireless connections allow access to consumers’ stored or purchased content to stream wirelessly from other devices, such as computers and smartphones. With new services like Verizon’s FlexView, content can be captured and transported on up to five devices with a single membership.
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SMARTPHONES: Largely in North America, but also in China and other regions, smartphone sales grew in double digits in 2010. As 4G broadband expands across the world, and across multiple devices, this broader network access will be adopted by families, teens, and tweens. This connected “anywhere, anytime” mentality will become the expectation, rather than the exception. TABLET PC EXPLOSION: At least 80 tablet-style computers were launched at CES 2011, offering the Apple iPad some competition. These new devices offer built-in WiFi, Cloud access (more about Cloud later), touchscreen menus, built-in applications, and software—all designed to make our digital lives easier to access on-the-go. At least two tablet PC launches will be specifically targeted to children in 2011. The VINCI tablet, by Rullingnet Corp., is designed for infants and toddlers. The content includes multi-skill level interactive games and touch-sensitive eBooks, allowing for the youngest consumers to grow with the stories. Content is pre-loaded onto the VINCI tablet, so no WiFi access is required. Expected launch target is this fall. Details on the new VTech tablet are scheduled to be released this month. INTELLIGENT DEVICES AND APPLICATIONS FOR EVERYTHING: Intelligent-chip connections are being built into computers, smartphones, Internet browsers, vehicles, and home appliances. The applications link products that talk to the web, talk to each other, and reach out to you with texts and notifications. Some use internal “sensing” technology to automatically connect and then inform you. This technology is built-in, offering convenience and access at the touch of a button, or to apply once certain conditions are triggered. Newer video gaming software and systems (Microsoft Kinect, Sony PlayStation Moves, and Wii platforms) offer this instant feedback loop.
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THE CLOUD: This is the newest storage option for all of your stuff. No longer stored on just a home PC or on a hard drive in your office, consumers will be able to store content in the Cloud and access it from anywhere as a convenient, seamless, and available option. In numerous sessions during the CES conferences on Entertainment Matters and Digital Hollywood, studio executives and wireless communications mavens referred to consumers’ desires to access their favorite movies, TV and cable shows, photos, videos, YouTube, and more, across all of their devices, at their convenience. Many new services to this end will be launched throughout this year. With the newest devices offering smaller and more portable solutions for consumers, adoption rates for new devices will continue to soar. Multi-tasking devices are now combined into one portable device at sizes and prices that consumers can more reasonably afford. With software applications providing additional added value, consumers will be able to easily and effortlessly transition. And yes, the older devices will be passed down to the kids, who are already wireless digital mavens. This is the watershed year, when communication will become easier and more accessible. ■
At CES 2011, the Twitter wall tracked key CES hash tags and @words in real time, accumulating 158,000 CES-related tweets in one week.
Reyne Rice is a seasoned industry professional with 30 years of experience in marketing, researching, and analyzing the toy industry and the youth marketplace. She advises broadcast and print media on the hottest trends in toys, games, technology, entertainment, and licensing as it affects the youth marketplace.
Putting the Consumer in Control
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ith the Wii invasion over the past few years, we saw how consumers were installing new play environments in their homes for the entire family to enjoy. In 2010, Microsoft skeptics didn’t think Kinect and Xbox could catch up. Yet families across America bought more than 2.5 million units of the new Kinect system in the first 25 days on the market, vastly exceeding market expectations. This new motion-sensor, wireless remote innovation with multi-sensing cameras is the beginning of new connectivity that consumers will be expecting. The Kids@Play Summit at CES 2011 presented a coherent platform for exploring these devices and innovative approaches for the families’ and kids’ markets. For example, the co-creator of Sony’s PlayStation Move showed how its dual, wireless-control sticks could be used, with remarkable precision, to reach around objects and pull them from behind, or to create things and manipulate them in three dimensions, in an animated setting, or augmented reality. Microsoft’s Kinect eliminates the need for a controller entirely, and the instant feedback games facilitate iterative adaptation and learning. David Kleeman, president of the American Center for Children and Media, remarks, “It’s easy to envision educational uses of devices that depend on active movement and complex manipulation. Already, game developers are looking at gesture-recognition technologies and touchscreen tablets as vehicles for immersive storytelling, hands-on experimentation, and open-ended exploration. “Video games will never replace real-world play in children’s discovery and learning; however, by adding active engagement, intuitive interfaces, and personalized correction and reinforcement to game play, we radically change the nature of debate over children and ‘screen time’.” ■
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The 3 Types of Consumers Why Price-Based Marketing Can Hurt Retailers & Manufacturers by Darlene Quinn
I
t’s always the simple equations that turn out to be more complex than they seem. In the mass consumer marketplace, competition is king and the hunt for a competitive advantage can be creative and dynamic. But when a recession hits, and consumers can no longer afford the luxuries of life, the marketplace’s initial reaction is to sing a single song: the song of low prices. It’s a logical reaction, because the primary assumption is that consumers with less disposable income will be forced to make buying decisions based on what they can afford and not what they want. For retailers and manufacturers, margins get slashed and what profits are left are pretty slim. But what happens when the recession is over? There’s the rub, and to avoid it rubbing out future profits, it’s important to understand the three types of shoppers and why they exist.
Price Shopper This is the lowest common denominator in the marketplace, and typically represents the plurality of shoppers. These are families, young single people just out of school with loans to pay off, or high school graduates getting by on “name-tag” jobs. They are on tight budgets, and have no problem buying generic vegetables in a can instead of fresh greens from the produce section. They need the basics, and they need them for less, so they can make ends meet. The low price is king for them, because they don’t make too many impulse or luxury purchases. They need the primary commodities of life, and they pay commodity prices.
Luxury Shopper It’s nice not to worry about money, and that’s why retailers love these shoppers. It is a recession-proof demographic that wants the best and has absolutely no problem paying for it. Luxury shoppers like big ticket items and are early adopters, picking up the new iPhone 4 before all the bugs are worked out or trying the newest plasma-screen TV
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based on the fact that their neighbors bought it. These shoppers are loyal to brands that are high in quality and reliable. If they buy a car from a specific manufacturer, and they fall in love with the car, they will buy every subsequent vehicle from the same manufacturer and dealer until they are given a lemon. They are uncompromising and are the most difficult to please, but the most rewarding when they get the products and services they want the way they want them. You can’t really market to them, because, from their perspective, quality items will rise like cream to the top. They can’t be sold a pig in a poke. The only message that resonates with them is quality. A few of them did migrate to some of the “price shopper” retailers during the recession, but for some, it was more of a curiosity than a change of habits. They may frequent a big box store from time to time, because one of the best strategies for staying wealthy is to save money once you have it—but quality of life is paramount with this buyer.
Value Shopper This shopper likes a bargain, but not necessarily at the cost of quality. They don’t mind spending a few extra dollars to get a better value from their purchases. These are families who don’t mind generic paper towels or off-brand spaghetti sauce, as long as they can buy better cuts of meat and some fresh produce. They would rather spend $100 on a pair of well-made, brand-name running shoes that will last for years than $12 on cheap knock-offs that fall apart after three months. These shoppers are the X-Factor. They sit in the middle of the consumer retail paradigm, and they migrate back and forth between being price shoppers and luxury shoppers. Not too many price shoppers become luxury shoppers, unless some sort of financial windfall is involved. Similarly, most luxury shoppers don’t downgrade their status unless they have to. So, the fulcrum of the consumer marketplace—and the economy as a whole—is the value
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shopper. The more consumers shift downward, the harder it is on the retail business. The more who shift upward, the better it is for retailers. Moreover, the economy and consumer confidence always improve when a large number of price shoppers migrate upward to the ranks of being value shoppers. It is important for manufacturers and retailers to begin focusing on the value consumer as soon as possible. In order for the retail marketplace to share in the recovery, and move it forward faster, making an appeal to the value shopper should be priority No. 1. Quality is becoming more important to all three shopper categories, mainly because people are growing weary of lesser-quality products. After a while, people know the difference, and they understand the value of the higher-priced products they couldn’t afford before. More importantly, the regrowth of the ranks of the value shopper will begin to realign profit margins with pre-recession levels, mak-
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ing growth easier to achieve than before. The price shopper and the luxury shoppers can be extremely stagnant in their buying habits, but the value shopper can be uniquely dynamic—if they are properly motivated by a marketplace that is working to serve their needs. ■
Darlene Quinn is an author and journalist from Long Beach, Calif. Her first novel, Webs of Power, is about the wheelings, dealings, and double-dealings behind the scenes of a national retail chain, based primarily on real-life people and companies Quinn encountered during her career in the retail industry. The sequel, Twisted Webs, was released in September. As part of a nine-member management team for the Bullocks Wilshire Specialty Department stores, Quinn has an insider’s perspective on the rise and fall of major department stores.
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Understanding Kids: The Key to Creating Products They Are Passionate About by Ali Pohn, president, Kiddie-i-Oh!, Inc.
Y
ou make products for kids. It’s not rocket science. After all, you were a kid once, and you can remember what it was like, right? Just fill in the gaps with what your own kids, nephews, and nieces have to say and you know everything you need to understand your audience, right? Wrong. Memories of our own childhood can’t be counted on to give us a clear, objective, detailed understanding of the experience. And you need to understand kids on a deep and profound level to create products that successfully connect with them. As for relying on the kids in your life for information—well, they’re more likely to tell you what they think you want to hear than tell you what they truly think. Building a true understanding of kids takes patience, care, experience, and a healthy dose of humility. But when you understand kids—particularly kids who are your targeted age and gender—then you can responsibly and effectively develop and market products and services that are relevant, will resonate with your market, and inspire their passion. In other words, you’ll create winners. In my 30-plus years working with kids and conducting kid-focused research, I have found that there are three key steps to understanding kids: 1. Understanding kids developmentally 2. Understanding how to effectively “harvest” insights from your subjects 3. Understanding and leveraging trends
Understanding Kids Developmentally In the course of designing and facilitating Kid Immersion Workshops for kid-focused companies, we help product developers and marketers dive deeper than they’ve ever gone into the different stages of kids’ development and come up with a profound understanding of boys and/or girls at
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their target ages. Creative exercises give them the opportunity to experience what life is like at each age and stage, and to take that knowledge and build it into their work. More than once, these immersions have revealed that participating companies thought the ages they were targeting were not their target ages after all. An “a-ha” moment to be sure! In other cases, participants learned that their target age range was way too broad; that it wasn’t possible to develop products/services that would be relevant for that broad of an age span. By understanding what the cognitive, social, emotional, and physical characteristics of each age and stage means for kids’ likes, dislikes, behavior, and habits, and then applying that knowledge to your business, you can create the most relevant, innovative, and exciting products for your customers. A great example of this is Learning Curve’s Thomas and Friends Wooden Railway. On an emotional level, it’s vehicle play, which preschool boys love, and they identify with the character of Thomas, allowing them to play out their need for mastery. On a physical level, there are tracks to put together, and trains and other vehicles to maneuver—all developing a preschooler’s fine motor skills. On a cognitive level, there is collecting, memorizing, organizing, and categorizing the many engines and vehicles—all tasks perfect for preschoolers.
Understanding How to “Harvest” Insights from Your Subjects A few years ago I was consulting for a packaged food company and observing one of the company’s former employees conducting a focus group of 7 and 8 year olds. At one point this moderator passed out sheets for the kids to read—a sheet that was clearly well above their reading level. You should have seen the kids’ faces drop when they saw it; some looked uncomfortable, some looked terrified,
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some just shut down. There was too much to read, the text was too small, the words too big. We sent a note in, asking the moderator to read the sheet out loud. An experienced kid moderator would never ask kid participants to read. Another group included kids and their moms together, thereby nullifying everything we heard. The moderator might have been excellent with adults, but she didn’t understand that kids and moms posture and please in front of each other, making it impossible to get true opinions and insights when they’re questioned together. I’ve seen companies think they’re conducting research by having employees talk to their own kids, neighbors, and their kids’ friends. Or they bring kids into their offices for testing or focus groups conducted by someone with a vested interest in the results, thus skewing the responses, usually inadvertently. Both these methods can give you false information, which is worse than no information at all. “False positive” reactions can lead to disastrous decisions in product development and marketing.
Understanding Trends You’re no doubt aware of the trends in your category, but knowing what’s going on outside your category can yield valuable insights that are relevant for you. Trend information across all categories can benefit your business and reveal new insights about your market. Being able to identify what’s relevant, trends that are emerging, and trends that are waning can be money in the bank. However, the first step in using this information as an effective tool is to have continuing access to the truest, most reliable trend information. How do you choose your trend provider? Here are some tips on choosing a trend provider from people who make that decision within their companies: 1. Who is the information coming from? The source of the information should reflect the population and different areas of the country should be covered.
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2. How is the information collected? For young kids reporting, be very wary of information collected online. Younger kids can’t read and write at a level to complete an online survey independently, so they’ll just click through it, or get help from a parent, skewing their responses. Information collected in schools by paper and pencil is reliable assurance it’s coming from kids and they’re taking it seriously. 3. How frequently is the information collected? Trends reported twice a year or less often are too old. Every-othermonth reporting will keep you up to date. 4. Are editorial information, guidance, and projections provided? A knowledgeable editor summarizing and projecting makes the information more accessible and easier to apply. Relying on these three keys to understanding kids can unlock a world of success in the kids’ products and services arena. Many companies pay lip service to the need for understanding, but those who invest in the process—a process that takes time, learning, and experience, which you might have to bring in from the outside—are the ones fueling not only success, but driving passionate brand advocacy. Once you have the understanding part down, it’s a matter of adding your enthusiasm and know-how, and you’ll have the winners you’re looking to produce. ■
Ali Pohn is the founder and president of Kiddie-i-Oh!, a company dedicated to providing accurate and valuable qualitative research, innovation, and consulting services for clients whose businesses depend on understanding kids, tweens, teens, and moms. With an emphasis on empowering kids, Kiddie-i-Oh! designs and facilitates custom research, ideation projects, and client workshops, providing clients with actionable recommendations. For more information, visit www.kiddie-i-oh.com or call (773) 525-2345.
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Choosing the Right Business Broker by Mike Handelsman, BizBuySell.com
W
hen it’s time to sell your business, there’s a good chance you are going to hire a business broker. At BizBuySell.com and BizQuest.com, we find that the majority of toy-business owners rely on brokers to facilitate their exit from their businesses. Brokers can be especially helpful in the sale of a toy business because they handle a wide variety of tasks, including business valuation, advertising or marketing the business, prospect interviews, negotiation, due diligence interactions, and other critical aspects of the sale. Could you sell your business on your own, without the services of a business broker? Sure. I’ve seen many individual business owners list their businesses and successfully find a buyer. But more often than not, successful business sales are accomplished with the assistance of a qualified intermediary.
Selecting a Business Broker The process of choosing a quality broker involves a lot more than thumbing through the yellow pages or online broker directories. Although there are a lot of great brokers out there, I’ve also seen some whose skills are questionable. With the difference between a successful business exit and a total disaster hanging in the balance, here are some of the questions I recommend business owners ask when selecting a business broker:
What are the broker’s qualifications? Brokers aren’t regulated by the government in every state so certifications and licensing credentials won’t always be relevant in your search. However, many brokers voluntarily belong to associations that are committed to helping their members provide quality services to their clients. Look for members of the IBBA (International Business Broker Association), a state brokerage association, or other types of
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trade organizations. Many of these organizations require fundamental and ongoing training in the finer elements of business transactions. In addition, some brokers are accredited as a CBI, or Certified Business Intermediary. These brokers have been through extensive training on the crucial details of business for sale transactions that can benefit you and your business-for-sale.
Will the broker help prepare your business for sale? A good broker can make the process of preparing your business for sale a lot easier. Ideally, your broker should walk you through a systematic preparation process that removes potential hurdles and maximizes business value, even if it means delaying the listing for a few months. Never settle for a broker who isn’t concerned about preparations or appears willing to rush the preparation process. Brokers can help you with examples or templates of documents that other business owners have used successfully in their business sale.
How will the broker assign a value to your company? It’s common for a seller to ask the broker to give a preliminary value (for both a cash sale and a sale with terms) before signing the listing agreement. As the seller, it is especially important that you understand and agree with the broker’s valuation method because businesses that are priced too high can remain on the market for years. If you hire a business broker, you would be well-served by heeding their expertise. You’re paying them for their opinion, and you should trust that they have your best interest in mind. Keep in mind that most business brokers will state that the No. 1 impediment to a successful sale is unrealistic sale price expectations from the seller. Be open-minded and let the bro-
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ker use their expertise to help you understand how to properly value your business.
How does the broker plan to market your business? It takes skill to market a toy business to qualified prospects, i.e. buyers with the desire and capacity to actually make an offer. Your broker’s marketing strategy should begin with a compilation of materials that will be distributed to serious prospects and should continue with creative, aggressive marketing ideas that specifically target individuals who have the ability to purchase the business. In addition, you should discuss the confidentiality of your business sale with your broker. Many business owners want to keep their sale private, in order to prevent competitors and employees from finding out about the potential sale. A broker’s marketing plan should include plans that can maintain confidentiality if it is important to you.
it won’t mean much unless your broker also has experience selling toy businesses. Like other industries, the toy industry has its own unique traits and characteristics. Unless your broker understands the nuances of the toy industry, it’s unlikely he will be able to accurately represent your interests to buyers. Even more, it is doubtful that an inexperienced toy business broker has the industry contacts to connect with the right buyers.
How long does it usually take for the broker to sell a toy business after it is listed? The selling time for the average properly priced business is between six and 12 months. The best brokers should be able to prepare and sell a listed toy business in six to eight months, excluding businesses with extenuating circumstances. If the sale of your company takes longer, make sure it is for a legitimate reason.
How will the broker handle confidentiality?
What kind of relationship can you expect to have with your broker?
There are a lot of reasons why you might want to maintain a low profile throughout the sale of your business. But unless your broker understands how to conduct a confidential sale, your sale can easily become public knowledge whether you like it or not. Talk to your broker about how he will handle confidentiality before the business is listed and formalize your understanding in a signed memorandum.
For broker-assisted sales, my best advice for sellers is to build personal rapport with their broker and to trust their expertise. Communication is an essential element of the selling process and it’s not unreasonable to ask brokers how often you can expect to hear from them. If a broker has a reputation for carrying a large client load, the likelihood of a close business relationship drops dramatically.
What does the broker’s recent track record look like?
The right broker can help sell your business at the high end of the market while the wrong one might be unable to complete a sale at all. Since there is so much at stake, I recommend talking to at least three brokers before making a decision. With just a little effort, you’ll find a broker who is able to sell your business in a timely manner—and at a great price. ■
You want a broker who has been around the block, but not one who hasn’t made the trip in awhile. The best brokers constantly adapt their strategy to market conditions and create new industry contacts. If a broker can’t demonstrate a recent track record of success with businesses similar to yours, it could be a red flag that he has fallen off his game and will be unable to sell your company for the highest possible price. Find out how many businesses like yours the broker has sold in the past 12 and 24 months, and compare that number across a variety of brokers you are considering.
Does the broker have a track record in selling toy businesses? Although a successful track record overall is important,
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Mike Handelsman is group general manager for BizBuySell.com and BizQuest.com, which are online business-for-sale marketplaces. Both sites feature business valuation tools that draw from the largest databases of sales comparables for recently sold small businesses and include franchise directories. Since 1995, BizBuySell and BizQuest have offered tools that make it easy for business owners and brokers to sell a business and for potential buyers to find the perfect business.
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Raising
the Bar
The FALSE PATENT MARKING
NIGHTMARE CONTINUES by Sanford Frank and Howard Aronson
D
uring 2009, the U.S. Court of Appeals for the Federal Circuit, the court that hears all patent appeals, found that false patent marking would be subject to a fine of as much as $500 per article that is falsely marked. That decision, Forest Group, Inc. v. Bon Tool Co., changed previous interpretations of the U.S. law. Because of the amount of money to be gained under the new enhanced fines, a plethora of lawsuits were filed following the Forest bombshell. One such suit, Stauffer v. Brooks Brothers, Inc., at first looked like a setback to the predatory plaintiffs, most of whom were not commercial competitors of the businesses being targeted. The United States District Court for the Southern District of New York dismissed Stauffer’s claim based upon a lack of standing (which is the legal equivalent of the Court saying the individual suing is not legally justified in bringing the suit; in this instance, because of the lack of true commercial interest or potential damage). As such, the District Court decision prevents individual attorneys, their spouses, and ordinary consumers from finding mismarked products in the marketplace and filing suit against high-profile companies with millions of dollars at stake. There were now repercussions among the “predatory troops” looking to benefit from the Forest windfall. But the unique nature of the patent marking statute (“qui tam”) provides that the damages from patent mismarking be split evenly between the actual plaintiff and the U.S. government, as mismarking of patents ultimately damages the purchasing public, and this hurts the government. Stauffer appealed the District Court decision to the Federal Circuit, which recently issued an opinion holding that the District Court erred in dismissing Stauf-
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fer’s suit for lack of standing. The Federal Circuit made clear that patent marking “inherently institutes an injury to the United States” and that the plaintiff Stauffer was the government’s assignee to enforce its rights under the law. The Federal Circuit ruled that Stauffer, as the government’s assignee, also has standing to enforce the patent marking law. So, as of September, Stauffer (a patent attorney) as a private individual can take advantage of the patent mismarking statute regardless of whether he suffered personal injury or was involved in similar commerce. The Appellate Court also made clear that the U.S. government may intervene as it has an interest in enforcing its laws and collecting its share of the penalties, which go into the U.S. Treasury. The skirmishes and legal wrangling are far from over, but the Federal Circuit has made it clear that private individuals have the legal ability (standing) to bring suits against corporations where they can show having mismarked their products with inappropriate patent information. Still, Stauffer has not won his underlying case at present. He has yet to prove the mismarking, including showing Brooks Brothers’ intent to deceive the public, which must be set forth in legal papers with specificity. Commentators point to literally hundreds of false patent-marking losses that have been filed since the Forest Group decision. In the case of Brooks Brothers, Stauffer must prove that it falsely marked bowties with expired patent numbers, and will have to show an intent to deceive the public by such act. In the case of Forest Group, Inc. v. Bon Tool Co., Forest Group, the owner of a patent for stilts used in construction, falsely marked the stilts with intent to deceive the
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public. The court found that the false marking was intentional because the patent owner had been on notice after a 2007 decision by a different court that the stilts were not covered by Forest Group’s patent. Yet Forest Group placed a new order for the stilts after the 2007 decision, with the patent marking that it now knew to be false. The appeals court held that the public suffers harm each time a product is falsely marked. The court explained that false marking hurts competition by deterring competitors from entering the market, and inventors from conducting research. Even where a competitor or inventor decides to proceed, the false marking leads to unnecessary costs of investigating whether or not the patent is valid. A single $500 fine is such a low penalty that it makes the existing law ineffective. Thus, the court held that the law requires that a $500 maximum fine be assessed per falsely marked article. In the case of expired patent numbers on products, as opposed to other aspects of mismarking, courts will presume an intent to deceive if the patent owner had reason to know or actually knew that the patent marking was false (expired). Patent counsel played a large role in an earlier litigation in which the defendant overcame the presumption (to deceive the public) by showing it had relied in good faith on the advice of its patent counsel (to remove the false marking “if possible”) and, as they wore out to save costs, change its molds bearing the markings. We are
not confident that such exclusions will continue, but it is of paramount importance that companies start patentmarking audits to see what products bear patent numbers and the applicability and present status of the involved patents. The benefits of providing a patent marking must now be weighed with the possible fines that could be assessed or accrued if care is not taken in carefully monitoring molds and labeling near the end of the life of such patents. Interpreting and making decisions about applicability of patent claims is considered solely to be the domain of qualified patent counsel. Good faith business decisions, no matter how well intentioned, may not serve well in a court environment if a product is marked with a patent number that in fact is not covered by the claims of the patent. In light of the decision that allows a new rash of bloodthirsty litigants—that need not be a commercial competitor—to gain windfall damages, it is more important than ever to set up intellectual property audits. It is strongly advised that, as soon as possible, you attempt to avoid or at least limit your liability for false patent marking by undertaking a careful review of your patent marking policy. For example, determine whether any patents have expired and if unexpired patents cover the product in its present construction. If you have reason to know that your patent marking may be false, the law will presume intent to deceive the public. You may be able to limit your liability by taking steps now to ensure that your practices are correct—for example, by seeking advice of counsel and documenting a thorough review of all patent notices on labels, products, and packaging. ■
Sanford Frank, Esq. has, for the past 27 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.
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Industry Marketplace
BUSINESS DIRECTORIES 2011 Trade Show Directory $39.95 Independent Sales Rep Directory $69.95 Toy Wholesalers & Manufacturers $29.95 We carry Salesman’s & Chain Store Guides 1-800-635-7654 www.forum123.com - Over 100 Titles avaliable OVERSEAS MANUFACTURING CONSULTANT (BASED IN NEW YORK) OVER 20 YEARS TOY AND CONSUMER PRODUCTS MANUFACTURING EXPERIENCE EXPERT IN PRODUCT DEVELOPMENT OVERSEAS SOURCING PRICE NEGOTIATIONS QA / QC ENFORCEMENT SPOT OVERSEAS PRODUCTION INSPECTIONS CONTACT direct at : 631-875-9719 or via email: manufconsulting@aol.com The Toy Book Volume 27, Number 1 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 © 2011 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.
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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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Advertiser Index 4D CityScape Puzzles.........................133 Adventure Publishing..........................160 ALEX ....................................................91 American Plastic Toys ..........................89 ASTRA ...............................................S21 Aurora World, Inc ...............................117 Bachman Trains ..................................155 Bananagrams.......................................147 Be Retail Pty Ltd ................................S35 Best Pals/KatJan..................................129 Blue Box Toys ......................................S5 Blue Orange Games ............................135 Bluw ....................................................199 Boom Boom! Cards ............................146 Briarpatch..............................................35 Cardinal Industries ..............................139 Carrera of America .........................14, 15 Charisma Brands...................................S2 CitiBlocs..............................................103 Cloud B ...............................................121 Commonwealth Toy ............................119 Coroli Group .......................................255 Corolle Dolls .......................................113 Crorey Creatons ..................................105 Cycle Fly'r...........................................S25 Delta................................................39, 41 Eastcolight.......................................20, 21 Elf-Magic ..............................................S9 Family Time Fun.........................136, 137 Fat Brain Toy Company .......................S7 Folkmanis, Inc.................................10, 11 Forum Publishing................................264 Funosophy...........................................259
George & Company ............................149 Giddy Up/Elmers ................................4, 5 Gund ....................................................111 HABA USA ........................................S13 Hasbro .................................................1, 2 Haywire Group....................................131 Hosung ................................................127 Imperial Toy....................................63, 65 Innovation First.....................................45 Interactive Toy Concepts ......................67 Kids Wish............................................261 Laser Pegs Ventures ..............................99 Levels of Discovery............................S19 Life Like Products ..............................153 Maisto/Bburago...........................151, 268 Manhattan Toy ....................................115 Meccano ................................................93 Mega Brands .........................................61 Merch Source ........................................47 Mindware ............................................143 Mrs Pinkelmeyer LLC ........................S34 Neat-Oh International ...........................59 NKOK .............................................12, 13 NPD ....................................................S33 Ollie's Bargain Outlet..........................264 Pacific Play Tents..................................81 Perisphere and Trylon .........................109 Piggy Wiggies.....................................S15 PlaSmart....................................29, 31, 33 Play Visions...........................................97 Playmates Toys .....................................55 Playmobil ..............................................95 Playtime Sales & Marketing ...............264
Pressman Toy ......................................141 Re-think It, Inc....................................S17 Reeves International..............................73 Regal Logistics....................................123 RSV Productions Inc/Jishaku .............144 Saban Brands .......................................8,9 Safari Ltd ............................................S23 Sakar International ................................71 Sandstorm Productions ........................83 Scratch Art ..........................................101 Senario ......................................77, 78, 79 SGEPC/Rubbabu.............................85, 87 Spin Master Toys ............................25, 27 Spontuneous Games, Inc.....................145 Street Surfing ......................................267 Talicor Inc/Aristoplay .........................S27 Thames & Kosmos .............................S11 The Bridge ............................................49 The Orb Factory Ltd ...........................102 TIA ......................................................251 Toys R Us.............................................6,7 Transmonde Marketing Group............264 TUV Rheinland...................................S29 UCC/Gacha Balls..................................75 Ugly Doll ............................................126 Uncle Milton Industries ........................69 US Games ........................................22,23 Warring Tribes.....................................125 Wild Creations ......................................57 WinFat.........................................205, 209 Winning Moves...................................140 Wooky Entertainment ...............16, 17, 19 YoHa Technology..................................51
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.
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THE TOY BOOK â&#x20AC;¢
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Flashback: January/February 1991 3.
2.
1.
1.
Master toy licensee Matchbox Toys launches the Monster In My Pocket line of figures as well as a display case that holds 48 monsters. 2. The Singing Machine Company mixes music with its new portable recording studio, The Music Mixer. 3. Hasbro premieres Tag Teams in its WWF product lineup. 4. Lauer Toys introduces Waterbabies, a new line of water-fillable baby dolls.
4.
JOHN MADDEN DRAFTED FOR ELECTRONIC ARTS VIDEO GAME John Madden Football is a new sports game from Electronic Arts for the Sega Genesis system. Created by the coach and CBS broadcaster himself, there are 17 teams including the All-Madden All-Stars with a full complement of players whose skills (strength, speed, and intelligence) are ranked, rated, and in-play in every game. Defensive players have “hitting ability” while quarterbacks are ranked on how well they scramble. Players may choose any team to play for or against in the regular season. After a series of playoffs, players will get the chance to win it all on Super Sunday.
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