February 2018

®

FEBRUARY 2018

®

Volume 34, No. 1 — Published by Adventure Publishing Group

Jonathan Samet Publisher jsamet@adventurepub.com

DEPARTMENTS 34 Editor’s Viewpoint

64 Stat Shot

256 Marketing Memo

54 Industry Update

85 Euromonitor

260 Outside the Box

56 ASTRA’s Insights

88 Talking Social Media

262 Raising the Bar

57 Toy Association Perspectives

110 Talkin’ Toys: YULU

266 Industry Marketplace

120 Talkin’ Toys: 58 Toy Association Update SYBO Games 60 Toy Insider Events

268 Flashback:

February 1998

254 Property Profile:

Masha and the Bear 200 Outdoor & Active

134 Activities & Construction

216 Impulse & Collectibles

158 Games & Puzzles

232 Vehicles & Action Figures

Category Guide

243 Infant & Preschool

features 62 A Sign of Things to Come

The NPD Group discusses the toy industry’s performance in 2017.

66 2017: The Year of Surprises

Sean McGowan looks back on 2017 and makes predictions for 2018.

Marissa DiBartolo Senior Editor mdibartolo@adventurepub.com Ali Mierzejewski Senior Editor amierzejewski@adventurepub.com Maddie Michalik Associate Editor mmichalik@adventurepub.com Stephanie Grassullo Assistant Editor sgrassullo@adventurepub.com Kristen Nelson Assistant Editor knelson@adventurepub.com

97 What’s New

180 Dolls & Plush

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

Jacqueline Cucco Editorial Assistant jcucco@adventurepub.com Kelly Corbett Editorial Assistant kcorbett@adventurepub.com Joe Ibraham Art Director jibraham@adventurepub.com Bill Reese Production Director breese@adventurepub.com Lori Rubin Controller/Office Manager lrubin@adventurepub.com U.S. Corporate Headquarters

68 Amazon Toy Sales Soar 89 Hot Wheels 50th While Toys “R” Us racked up Anniversary Special Section debt in 2017, Amazon toy sales grew.

86 The Hottest Toy Trends of 2018

How do you find them and how are they good for business?

258 The Future Is Here and Now

Reyne Rice analyzes top tech trends from CES 2018.

264 Toy Fair 2018: Same Old, Same New

Wendy Smolen looks back on 25 years of Toy Fair.

70 State of the Industry Q&A

Top toy industry experts weigh in on what’s to come.

On the Cover (alphabetical by company): Mash ‘Ems by Basic Fun; Sparkle*Kitty by Breaking Games; Mon Grand Poupon Adele

by Corolle; Nickelodeon Super Slime Studio by Cra-Z-Art; Talking Globe by Educational Insights; Tub Sub by Edushape; Calico Critters Red Roof Country Home Gift Set by Epoch Everlasting Play; Spoolz by Fat Brain Toy Co.; Marvel Mighty Muggs Rocket Raccoon

by Hasbro; Cuddlebots by HEXBUG; Dodgeball by Identity Games USA; First Act Discovery Sunburst Acoustic Guitar by Jazwares; Flip ‘n Play Friends Ladybug by Jay@Play; Grand Anniversary Doll House by KidKraft; BrickHeadz Wonder Woman by LEGO; Sesame Street Giggle and Bubble Elmo by Little Kids; Dolce Spring Bunny by Magformers; NXSRacers by Maisto; Barbie Fashionistas by Mattel; Shopkins Happy Stables by Moose Toys; AutoMoto Firetruck by Odyssey Toys; ORBMolecules by ORB; Don’t Rock the Boat

by PlayMonster; Flying Sushi Kitchen by RedwoodVentures; Air Hogs Sniper Drone by Spin Master; Ultimate Sonic Figure by TOMY; Around the Farm Game by University Games; My First Learning Tablet by VTech/LeapFrog; 8 Inch Plush Pikachu by Wicked Cool Toys; Fingerlings by Wowwee; Glove-A-Bubbles by Zing; 5 Surprise by Zuru

Laurie Schacht President thetoyinsidermom@gmail.com Adventure Publishing Group, Inc.® 307 7th Avenue, #1601, New York, NY 10001 Phone: (212) 575-4510 • Fax: (212) 575-4521 The Toy Book Volume 34, No. 1 THE TOY BOOK (ISSN-0885-3991) is published bimonthly by Adventure Publishing Group, Inc.® Editorial and advertising offices are located at 307 Seventh Ave., Room 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2018 Adventure Publishing Group, Inc.® All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in 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, 307 Seventh Ave., Room 1601, New York, NY 10001.

Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.

Member, International Toy Magazine Association

EDITOR’S VIEWPOINT

TOY FAIR 2018?

EW, GROSS!

by JACKIE BREYER, editor-in-chief

WELCOME TO TOY FAIR, AND THE TOY Book’s most anticipated issue of the year! This year marks my 16th Toy Fair, and thus my 16th Toy Fair issue of The Toy Book. It’s quite an undertaking. Our editorial staff works overtime to pack as many new products and trends, and as much industry analysis, into this issue as possible so that we can give you the tools you need to be prepared for the year ahead.

This issue takes a look back at key trends, sales numbers, and happenings over the past year in order to help put it all into perspective.

Then, we add in hundreds of new product overviews, interviews with dozens of the industry’s top retailers and manufacturers, in-depth looks at the year ahead from top industry analysts, and present it all in one big book for you.

We will try to refrain from rolling our eyes each time someone says “This is too heavy to carry!” but by day four of the show anything goes!

People are already asking me, “What are the trends for this year?,” and to that I say, “If you really want to know, it’s pretty gross.” Some of the toys I’ve seen so far are gag-inducing. As you walk the aisles of the Jacob Javits Center, be prepared for a lot of poop, snot, and toilet humor. From Hasbro’s Don’t Step in It, ALEX Brands’ Plunge It, and Basic Fun!’s Poopeez, to KD Group’s Snot It and Wham-O’s Sticky Snot, this year’s show is guaranteed to have you saying “Ew, gross!” on the daily.

Another inescapable theme for this year’s toy shelves is unicorns. Magical, mystical creatures of all kinds reign supreme, but primarily—and specifically—unicorns, will be around every corner. As you walk the aisles you’ll come across unicorn plush (Do you even make plush if you don’t have a unicorn this year?), figures, collectibles, crafts, puzzles, and more. Those who are really on trend have rainbow unicorn poop.

So we’ve got plenty of gross and plenty of fantasy. But what’s going to blow your mind?

What will make you say “Wow, cool!”? Have no fear, there will be plenty of technology that will get people excited. Products that

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“It’s a collectible squishy fidget spinner that hatches out of an egg… and there’s an app!” weave virtual and augmented reality with real life are coming into their own this year.

Consumers are ready for it and the products make sense. While this technology has been poking around the toy industry for years, this year I think we’re going to see it happen in a meaningful way.

Lastly, Toy Fair will have you up to your eyeballs in collectibles—blind bags, squishy toys, licensed characters—just be prepared.

I did see one stand out at Dallas Fall Toy Preview: RedwoodVentures has an interactive hologram collectible toy that is simple and

low-priced, but also really cool. The kid in me was extremely impressed.

I hope you enjoy this issue of The Toy Book, and if you see any of us walking the Toy Fair show floor, be sure to say hello! »

Jackie Breyer is editor-in-chief of The Toy Book and the Toy Insider, and editorial director at Adventure Publishing. She has been reporting on new products and toy industry trends for 15 years. Contact her at jbreyer@adventurepub.com.

INDUSTRY UPDATE

MATTEL, NICKELODEON PARTNER FOR THOMAS & FRIENDS TV AND PRODUCTS Mattel Inc. and Nickelodeon partnered for a new U.S. TV and consumer products partnership for Thomas & Friends. The partnership includes the launch of new seasons of Thomas & Friends on the Nick Jr. channel, and additional specials that will air on Nickelodeon throughout the year. Nickelodeon will also become Mattel’s exclusive U.S. consumer products agent for Thomas & Friends across multiple merchandise categories, including apparel, accessories, home goods, consumer electronics, and more. »

BASIC FUN! ACQUIRES K’NEX Basic Fun! purchased the assets of K’NEX, the Pennsylvania-based construction toy company. K’NEX joins Tech 4 Kids and Uncle Milton as the latest addition to the new Basic Fun! company.

Basic Fun! plans to continue to manufacture K’NEX rods and connectors at the eco-friendly manufacturing facility in Pennsylvania under a long-term agreement with The Rodon Group, and will continue to operate the K’NEX office and distribution center in Hatfield, Pennsylvania.

Both companies will showcase 2018 product lines at the North American International Toy Fair in separate displays on the main floor of the Jacob K. Javits Convention Center. The companies’ products will come together in subsequent shows later this year.

The Bridge Direct acquired Basic Fun! and its owner, The Good Corp., in 2013. The company began to put its portfolio of brands and companies together and moved forward as Basic Fun! in order to establish its new identity in the industry. The company will

continue to market its key sub-brands under the Basic Fun! banner, including amusement division Good Stuff, STEM toys under Uncle Milton, and now K’NEX. »

DISNEY LINES UP TOY PARTNERS FOR THE INCREDIBLES 2 TOMY International will introduce a new line of developmental infant toys under the Lamaze brand, featuring characters from Disney•Pixar’s The Incredibles films. The line was created in conjunction with child development experts, and will include teethers, Clip & Gos, a play mat, and a shape sorter.

This marks the first time that the characters will be available in an infant toy range since The Incredibles originally debuted in theaters in 2004. The line will be available in the spring, and will include toys inspired by both The Incredibles and The Incredibles 2, which premieres in theaters in June.

Jakks Pacific is the master toy licensee for The Incredibles 2. »

TOYS “R” US TO CLOSE 182 U.S. STORES Toys “R” Us filed court documents to close 182 of its 880 Toys “R” Us and Babies “R” Us retail locations in the U.S. as part of its bankruptcy financial restructuring. Stores in Canada will not be affected.

Pending court approval, the company will close 20 percent of its 880 retail locations. According to the court documents, Toys “R” Us cites its challenges

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due to a shift in consumer preferences away from shopping at brick-and-mortar stores to online retail channels, and wants to close the stores operating at sub-optimal performance levels.

The company will also convert a number of its locations into co-branded Toys “R” Us and Babies “R” Us stores, according to a letter from David A. Brandon, chairman and CEO of Toys “R” Us. “The actions we are taking are necessary to give us the best chance to emerge from our bankruptcy proceedings as a more viable and competitive company that will provide the level of service and experience you should expect from a market leader,” Brandon wrote in the letter.

The store closings will begin as early as this month, with the majority of locations closing by mid-April. Read the full story on toybook.com to see the list of store closings.

The Toy Association issued a Member Bulletin to manufacturer members notifying them of the latest updates and filings related to the Toys “R” Us bankruptcy proceedings.

According to dockets filed in December, claims against Toys “R” Us must be filed with Prime Clerk by April 6 at 5 p.m. EST. This includes claims arising before the September 18, 2017 petition date. More specific instructions can be found in the bulletin’s referenced dockets and online. The deadline and process does not apply to claims against Toys “R” Us Canada.

Members will be kept apprised of any developments on this topic. Companies are encouraged to contact Paul Vitale at the Toy Association with questions. »

INDUSTRY UPDATE

MEISHENG SENDS JAKKS PACIFIC EXPRESSION OF INTEREST TO ACQUIRE 51 PERCENT OF SHARES Jakks Pacific Inc. received a letter dated Jan. 25, 2018 from Hong Kong Meisheng Cultural Company Limited, a wholly owned subsidiary of Meisheng Cultural and Creative Corp., containing a non-binding proposal expressing Meisheng’s interest in acquiring additional shares of Jakks’ common stock for $2.95 per share. Upon completion of the transaction, Meisheng’s shareholdings and voting rights would increase to 51 percent.

The proposal states that it is subject to due diligence, and that Meisheng intends to fund the transaction through a combination of existing cash on hand and/or other financing sources to the extent required for the restructuring or refinancing of Jakks’ outstanding senior convertible senior notes.

The Expression of Interest also states that the transaction is subject to approval by Meisheng’s Board of Directors, shareholders, and Chinese regulatory authorities.

Hong Kong Meisheng currently owns 5,239,538 shares of Jakks common stock, constituting 18 percent of Jakks’ issued and outstanding shares of common stock.

The Board of Directors of Jakks Pacific authorized a Special Committee comprised solely of independent directors to evaluate the Expression of Interest. The Special Committee intends to engage independent legal counsel and an independent financial advisor to assist in its evaluation of the Expression of Interest. »

GENNCOMM LAUNCHES IMAGENNATION GennComm LLC launched a new division, ImaGENNation, focused on brand and IP innovation.

Founded by consumer marketing veteran Genna Rosenberg more than 20 years ago, ImaGENNation delivers strategic IP and brand development, creative marketing and content services, business models, and partnerships

for opportunities for a wide range of clients.

Its first program hits retail this spring, an ImaGENNation-owned and developed feature plush licensed to Beverly Hills Teddy Bear, which the company plans to market under multiple brand names. ImaGENNation also represents third-party IP, including Cozy Wings from Epiphany Schwarz, which it licensed to Jay@Play. The company expects to launch Cozy Wings on TV this spring, and then at retail later in the year.

GennComm has PR, social media, licensing, and partner marketing clients including PlayMonster, Wicked Cool Toys, SYBO Games, Jazwares, Random House, Rube Goldberg, Boogie Board, The Bentonville Film Festival, and more.»

STAY CONNECTED!

@ToyBook

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ASTRA’S INSIGHTS

CUSTOMER-CENTRIC AND NIMBLE:

Small Is Big for Independent Retailers

by KIMBERLY MOSLEY, president, American Specialty Toy Retailing Association WHAT A YEAR FOR RETAIL. LAST YEAR, large national chains closed hundreds of underperforming brick-and-mortar stores, leaving malls and retail districts with gaping holes. A string of high-profile retailer bankruptcies included two children’s products companies—Toys “R” Us and Gymboree— with more than $5 billion in debt. In addition, Amazon purchased Whole Foods, securing a ready-made physical footprint in prime locations nationwide.

All this in a year that saw a 5.6 percent increase in retail sales during the first half. What does this mean for independent neighborhood retailers, including American Specialty Toy Retailing Association (ASTRA) members?

In a national survey last fall, advocates for Independent Business (AIB), of which ASTRA is a founding member, asked locally owned retailers for the view from Main Street.

The response was both upbeat—“We are nimble”—and measured—”Amazon is a real concern.” Independents are acutely aware of their competitive advantages vis-á-vis big box chains, which they identified as personalized service, connection with their communities, product expertise, and shopping experience.

THE CONSUMER MIND-SET This retailer self-assessment also aligns with a national study commissioned by Deloitte Consulting LLC during the same time frame. The results showed that three of the top five reasons why consumers reportedly shop in stores focused on shopping as an experience, including the ability to interact with the product, looking for ideas and inspiration, and a place for fun. The remaining two reasons were transactional; specifically, avoiding shipping costs and easier returns.

By comparison, all of the top five reasons for online shopping were transactional:

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convenience, saves time, free shipping, home delivery, and “open” 24/7.

There’s much to take away from Deloitte’s study. When changes in market dynamics—fragmentation, new business models, and channel fluidity—combine with shifts in consumer expectations—experience-driven purchases, constantly connected consumers, desire for shared culture—retailers need to be rapid responders who embrace change and personalize, personalize, personalize*. In other words, retailers need to be highly customer-focused and nimble—arguably, what independents do best.

“Small retailers can react much more quickly to market changes than big-box chains because we can make quick decisions,” says Michelle Sahr, owner of Off the Wagon, located in Kent, Ohio. “We don’t have to work through layers of hierarchy to get something done.”

Anita Demetropoulos, owner of Island Treasure toy stores in Maine, agrees. “When I started the business 16 years ago, I promised myself we wouldn’t get stuck in one way of doing things,” says Demetropoulos. “Back then, I saw change as a year-to-year thing.

Now, we have to adapt every day to survive.

That’s what nimble looks like.”

USE SIZE AS A COMPETITIVE ADVANTAGE • Listen: Customers ask questions and request products, which give hints about emerging product interests. “We are faceto-face with customers on the floor,” says Sahr. “That’s real-time market research about trends and the next big thing.” According to Demetropoulos, things sales representatives witness may also be a source of trend information.

• Share: Community business networks can be a source of information about trends

in an area. “I’m involved with a group of local store owners who are generous with business information,” says Demetropoulos. “We give each other the heads-up when we see something happening. It’s a great way to have my ear to the ground in a hyper-local way.”

• Adapt: According to Demetropoulos, there are always surprises in business, and retailers have to be willing to change the plan instantly. “For the fourth quarter of 2017, I put a lot into training our floor staff and they were truly rock stars with customers. Then, we were slammed by an unprecedented, exponential increase in online sales, and we were short of people trained in shipping.

There was no way to predict such a huge increase and no time to retrain and redeploy our terrific team. We adapted by setting the alarm clock earlier and earlier.”

ASTRA offers multiple ways to get ideas for leveraging your independent business advantage in today’s rapidly evolving competitive environment. Check out the ASTRA Certified Master Retailer course, our webinar program for members, and sessions at ASTRA Marketplace & Academy in New Orleans from June 10 to 13. Network online with retailers on ASTRA Connects and in person at Marketplace & Academy. For more information, visit astratoy.org. » * Sides, Rod and Mawhinney, Tiffany. Holiday 2017: How retailers can secure customer devotion. Deloitte Consulting LLP: The Dbriefs Retail, Wholesale & Distribution series. Sourced 12/15/2017

Kimberly Mosley, president of the American Specialty Toy Retailing Association, is an experienced, award-winning, results-oriented association executive with a long track record of success in managing association operations, developing innovative programs, and growing revenue.

INDUSTRY PERSPECTIVES

TRACKING THE FUTURE OF TOYS AND PLAY: 2019 & BEYOND

by KRISTIN MORENCY GOLDMAN, communications specialist, The Toy Association THE TOY ASSOCIATION announced that it will expand its trend-tracking activities, studying everything from social media fads to trends in pop culture, tech, fashion, food, and more. The information will be used to develop a rich resource for members and other play professionals that will provide deep insight into the trends forecasted to drive future play patterns—and consumer purchases.

“Our trends team is gearing up for a busy year of gathering relevant material at trade shows and conferences across the country, leveraging partnerships with key experts and influencers, and developing an exclusive ‘Trends Toolkit’ for members,” says Ken Seiter, executive vice president of marketing communications at The Toy Association. “We will be laser-focused on helping toy companies develop and promote their toys in a way that really speaks to today’s kids and their millennial parents.”

FUTURECASTING In the months following the North American International Toy Fair, the team will get down to work scouting developments for 2019 and beyond, attending events in parallel industries and The Toy Association’s own PlayCon (taking place this May in San Francisco) and Fall Toy Preview (in October).

The Association also recently partnered with ProdigyWorks to help develop a clear view of the future of play. ProdigyWorks is assembling expert insights from retail and consumer strategists, toy collectors, parents, mobile app developers, mechanical engineers, neuroscientists, and others to bring in high-level outside thinking to address potential innovations and challenges in the toy and play space.

The first topic that the experts will address is the future toy consumer and the future retail ecosystem for toys. The findings will be unveiled at PlayCon.

“Our new collaboration with ProdigyWorks, in addition to our in-depth trendtracking, will enable our team to assess emerging trends and their implications for the toy industry, with the ultimate goal of helping members plan for future growth and bolster their product promotions in the media,” says Seiter.

WHAT’S TRENDING RIGHT NOW? Last year’s trend-tracking activities will culminate during the Toy Trends Briefing at Toy Fair. Open to all trade show guests—but specifically tailored to buyers and media—the free seminar will uncover the top toy trends of this year. The team will use examples from the show floor to illustrate each trend and be available to answer audience questions following the presentation.

“It’s a crucial opportunity for play professionals who want to know what kids will be asking for throughout the coming year, and a great way to see tons of unique toys that will drive global industry sales through holiday ’18,” says Adrienne Appell, The Toy Association’s lead trend expert.

According to Appell, toymakers will capitalize on the unboxing trend on social media to get kids even more excited about collectible toys, which were a key growth category for the U.S. toy industry in 2017. “Companies of all types and sizes will be showcasing collectibles in blind bags, extensions of best-selling lines, and brand-new innovations in the collectibles category,” says Appell.

There will also be a surge in family board games and puzzles that foster unplugged play, and, on the other end of the spectrum, innovative tech toys with enhancements in artificial intelligence (AI), R/C capabilities, augmented reality, and STEM-learning components.

“In particular, ‘screen-free’ tech toys are expected to be a major draw for parents who are mindful about balancing screen time with traditional play,” says Appell. “For example, wearables that track everything from fitness levels to toothbrushing are on the rise, as companies become even more creative about how they weave tech into their products.” » The Toy Trends Briefing will take place on Sunday, Feb. 18 at 4 p.m. in Hall 1E of the Jacob K. Javits Convention Center during the 115th North American International Toy Fair. For more information, visit the Knowledge Network section of toyfairny.com.

As The Toy Association’s communications specialist and editor of its Toy News Tuesday e-newsletter, Kristin Morency Goldman stays abreast of the latest economic data; safety standards; trends; and toy-, play-, and youth entertainment-related news.

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TOY ASSOCIATION UPDATE

WHAT’S NEW AT THE

TOY ASSOCIATION

by LAURIE CHARTORYNSKY, communications specialist/content developer, The Toy Association THE TOY ASSOCIATION IS READY FOR 2018, with several exciting initiatives underway as it continues to adapt to the changing world of toys and play.

“2018 will be a fantastic year as we expand upon our core services that help members bring the magic of toys and play to children both here in North America and around the world,” says Steve Pasierb, The Toy Association’s president and CEO. “From critical issues such as IP protection and online privacy, to new tools to help members increase business efficiency, helping members expand to new markets, an exciting new PlayCon format, and The Toy Foundation’s pioneering partnership with Nemours Children’s Health System to explore the role of play in trauma-informed care for children facing life-threatening illnesses, we are excited for 2018.”

The Association’s ongoing priorities include strong advocacy, delivering insightful global market research and webinars, and helping members connect directly with buyers through go-to-market events and shoptoys365.com—where companies can showcase their products in virtual showrooms all year long.

Here is a sneak peek at some of the new initiatives coming down the pike: EXTERNAL AFFAIRS One of The Toy Association’s priorities is to advocate on behalf of its members and the larger toy community on a global scale. The Association will continue to work with its Intellectual Property Advisory Council to address the issue of IP infringement of toys, with counterfeits remaining a serious threat to both industry and consumers. At the

Toy Association plans to launch new practical tools to help member companies navigate areas such as environmental sustainability and international standards alignment.

from May 8 to 9 in San Francisco. PlayCon is now a bi-annual event returning this year with a shorter “TED Talk” session format and interactive workshops to inspire toy, play, and youth-entertainment executives to find their next big idea. With the theme #PlayForward, PlayCon will feature a host of thought-leaders, industry analysts, toy influencers, consumer product executives, and other experts in the play space, presenting rich content on four key pillars: Opportunities & Growth, Creativity, Innovation, and Inspiration.

At press time, The Toy Association has secured 11 major presenters including two keynote speakers sure to inspire attendees. Jane McGonigal, a game designer of alternate reality games aimed toward improving lives and solving real problems and a New York Times best-selling author, will inspire attendees with ideas about the future of gaming. Musical composer Michael Giacchino will also present a keynote, sharing highs and lows along his professional journey. Giacchino has scored dozens of popular films including Inside Out, The Dawn of the Planet of the Apes, The Incredibles, Ratatouille, and Mission Impossible: Ghost Protocol, earning him an Oscar, a Golden Globe, and two Grammys.

PlayCon’s new format affords toy professionals greater opportunities to network outside of the conference. While participants are invited to relax during an evening networking party at SPiN—San Francisco’s iconic ping-pong club—following the first day of sessions, attendees are also encouraged to use the vibrant city to connect with colleagues at their leisure.

PLAYCON The Toy Association is gearing up for the return of PlayCon, its International Conference of Play Professionals, taking place

PLAY FAIR Following a successful show last year, the third annual Play Fair, The Toy Association’s business-to-consumer event, will return to the

state level, the Association will also continue to focus on creating coalitions that support its advocacy efforts and strengthen key partnerships—focusing on members’ priority issues, such as chemical regulations and the Internet of Things—in key states. Additionally, The

Jacob K. Javits Convention Center in New York City from Nov. 3 to 4.

Designed to help toy companies build their brands in the nation’s most influential media market and connect directly with kids and parents ahead of the holiday shopping season, the show will feature dozens of hands-on exhibits, interactive panel sessions, celebrity guests, and play experiences from toy and children’s entertainment companies.

Brands appreciate the show’s media opportunities and strong social media reach, with many attendees sharing their Play Fair fun on Facebook and Instagram.

“

“The toy community is in a prominent position to give back to children in need.”

Last year, more than 75 exhibiting brands treated kids to engaging activities and unique events, including a Minecraft VR station, a giant Nerf arena, an augmented reality Ben 10 experience, builder demos with Magformers, ALEX Spa experiences, giant LEGO brick piles and race ramps, live product unboxings, Jedi Training with the Empire Saber Guild, and a Shopkins fashion show. Attendees even

became a part of toy history when 12-yearold slime glue entrepreneur Madison Greenspan of Maddie Rae’s Slime Glue successfully achieved a Guinness World Records title for making the world’s largest slime—more than six tons!

THE TOY FOUNDATION The Toy Foundation (TTF), formerly known as the Toy Industry Foundation, kicked off this year with a new name, an updated logo, and a new tagline: “Delivering Joy to Children in Need.” These changes bring a fresh look and feel to the Foundation’s branding, while complementing its longstanding mission of delivering the magic of play globally to disadvantaged children.

This year, the Foundation will move forward with the next stage of its partnership with Nemours Children’s Health System—one of the country’s largest pediatric health care systems—to develop ideas for a play-based intervention kit that uses play materials to support and comfort sick children and their families during their extended hospital stay.

The toy community is in a prominent position to give back to children in need. Companies are encouraged to donate playthings to the Foundation’s Toy Bank at the end of the 115th North American International Toy Fair.

Even if you have never donated before, TTF is always looking for new companies to help make a difference. Volunteers wearing bright orange Toy Bank T-shirts will be on-site to collect toys from exhibitor booths on Tuesday,

Feb. 20 at 4:01 p.m. Contact Elizabeth Max, senior foundation manager, at emax@toyfoundation.org to learn more.

THE GENIUS OF PLAY The Genius of Play continues to move forward with its mission to raise awareness about play’s critical role in child development. In the spring, The Genius of Play will collaborate with the Smithsonian Institution to present a panel as part of the museum’s Innovative Lives series. The panel, which will be open to the public, is expected to be a lively exchange on play’s role in developing creative and inventive thinking and behavior.

The panelists will include known innovators and creators as well as educational and play experts who will talk about how play contributes to developing qualities shared by inventors, entrepreneurs, artists, and others.

To learn more about The Toy Association and the benefits of membership, visit toyassociation.org. »

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

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SWEET SUITE & HOLIDAY OF PLAY: THE BEST WAY TO REACH INFLUENCERS & PRESS ON JULY 11, THE TOY BOOK AND THE TOY INSIDER WILL HOST the ninth annual Sweet Suite event, known as the BIGGEST Night of Play, at Pier Sixty in New York City. The event will welcome more than 250 digital influencers, 150 members of traditional press, and 80 toy brands to meet face-to-face and get hands-on with the hottest toys and games of the season.

Guests will enjoy delicious food and cocktails, all while getting a first look at new product reveals and making new industry connections. Last year at Sweet Suite, guests enjoyed one-on-one time with representatives from more than 80 of the hottest kids’ brands and properties on the market, including VTech, LeapFrog, Just Play, Warner Bros. Interactive Entertainment, Spin Master, Mattel, Simplay3, MGA Entertainment, K’NEX, LEGO, and more.

For the second year in a row, Sweet Suite will partner with top YouTube creators to bring Sweet Suite Live—a livestream of toy unboxings—to the event floor. Top sponsors will create custom boxes for YouTubers to open live on camera in the special Sweet Suite lounge, while thousands of followers watch the fun from home.

Last year, channels such as Mommy and Gracie Show, That YouTube Family, Little Lavignes, Kitties Mama, Kid Toy Testers, and more participated in the fun.

Enormous swag boxes will also be shipped directly to attendees’ homes after the event, sparking a resurgence in social media impressions and ensuring influencers and journalists have products

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on-hand to review and share with their followers.

Want to make a BIG impression at Sweet Suite 2018? Platinum and Title sponsors are invited to host their own private events on July 10, the morning of July 11, or July 12. Throw a party for select groups of influencers, theme the experience toward a new brand or product launch, or just get to know top-tier influencers in a more intimate environment! What you do is up to you; we’ll provide the influencers, promos, pre-event support, and more! All special events will be coordinated by Melissa Hunter of Family Video Network and Mommy and Gracie Show.

On Thursday, September 20, The Toy Book and Toy Insider team will host the seventh annual HoliDAY of Play event in New York City, where members of the media will be the first to see the Toy Insider’s Hot 20, Top Tech 12, and STEM 10 hot holiday toy picks, as well as meet with top manufacturers just before the holiday season.

This one-of-a-kind cocktail party will welcome traditional press, top lifestyle bloggers, and YouTube personalities to engage with sponsors and experience the top holiday toys. Just in time for a firstlook at the hottest holiday toys, HoliDAY of Play is a great place to show off new products and be a part of the first round of holiday shopping coverage. » If you’re interested in learning more about these events, contact Laurie Schacht at thetoyinsidermom@gmail.com.

TOY FAIR 2018

State of the Industry

A SIGN OF THINGS TO COME The NPD Group Examines How the Toy Industry Fared in 2017

by JULI LENNETT, senior vice president, industry advisor, toys, The NPD Group THE U.S. TOY INDUSTRY GREW BY 1 percent to $20.7 billion in 2017, according to retail sales data* from global information company The NPD Group. Unit sales grew faster than dollars, up 3 percent, bringing the average retail price down by 2 percent to $9.99. The industry was 14 percent larger in 2017 than 2014, which calculates to a compounded annual growth rate of 4.5 percent.

In terms of sales performance across the supercategories tracked by NPD, seven of the 11 supercategories posted gains in 2017. All Other Toys grew the fastest at 15 percent, driven by fidget toys, which gained momentum around Easter and peaked at the end of June. As these toys leveled off, squishy toys seemed to replace them as the new fad, and have the potential for a longer life than fidget toys as they morph beyond the initial products

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released. In line with the slime craze, CraZ-Art and Nickelodeon also contributed to this supercategory’s growth.

Plush sales grew by 8 percent, led by Hatchimals, which represented almost half of all gaining toy properties in the supercategory. Teddy Ruxpin, a blast from the past, and FurReal Friends were also highlights in the Plush category. The third-fastest supercategory growth came from Dolls, up 4 percent from 2016. L.O.L. Surprise! contributed more than one-quarter of the growth, followed by Hatchimals CollEGGtibles. Disney Moana, Baby Alive, and Barbie were additional growth contributors to this supercategory.

While the 2016 list of top-growing properties based on dollars was heavily dominated by newer properties, there was only one property on the list launched in 2017: Fingerlings. Five of the top 10

growth properties were tied to movies released in 2017 or late 2016, including Disney•Pixar Cars 3, The LEGO Batman Movie, Disney•Pixar Moana, Total DC Comics (Batman v Superman: Dawn of Justice, Justice League, Wonder Woman), and Transformers. This showed that movie properties are still a solid driver of sales in toys. While nearly all of the properties have a collectible assortment, only three logged more than $50 million of their sales under collectibles: Hatchimals, L.O.L. Surprise!, and Total DC Comics. Collectibles** continue to be a growth driver for the industry.

Though the growth rate slowed in the second half of 2017 due to non-blind pack collectibles, sales were up 11 percent overall in 2017, driven by blind packs, which experienced 84 percent growth.

The big question on everyone’s mind is, how did the toy industry fare during last

year’s holiday season? Year-to-date through September, the industry posted healthy growth of 3 percent, but the fourth quarter posed a challenge. The quarter began with modest growth in October, followed by dips in November and December, and ended with huge sales growth in the final week of the year.

The big kick-off to holiday was Black Friday week—or week 47—which experienced declines, and the declines continued for the next four weeks. Week 52 experienced a surge in sales, making up for most of the prior weeks’ declines, with the growth supported by Christmas Eve falling into this week. Over the last three years, the sales trend from Black Friday through Christmas shows a shift that points to holiday toy purchases being made later and later each year, as sales in the last two weeks of the year increase at the expense of prior weeks. This poses a task for retailers to determine how to get more consumers to put a toy in their basket during their earlier store visits for other gift items.

NPD reported on weekly sales throughout the holiday season (November and December) for multiple industries, including apparel, tech-

nology, athletic footwear, prestige beauty, small home appliances, office supplies, and toys, and there were some interesting parallels between these combined categories and toys specifically. Two of the weeks between Black Friday and Christmas, weeks 49 and 50, posted the sharpest declines of the season for these categories, as well as toys. It is likely that the overall strong consumer spend during Black Friday week caused a bit of a lull for the next several weeks as consumers waited for their next paycheck. Another interesting observation is that holiday sales peaked in week 51 for the combined categories, alluding to the fact that procrastination does not only affect the toy industry. And while week 52 was the highest growth week of the season for these categories, it grew much faster for toys, underscoring that consumers are procrastinating even a bit more when it comes to making a holiday toy purchase.

As the industry moves forward into the future, it must be fast and fresh. In today’s environment, it is more crucial than ever to react quickly to changing tastes and fast-moving trends. In the past, smaller companies have been more nimble and able to react more quickly. It is critical for

larger companies to figure out how to react faster and get to market more quickly. New and innovative products are also necessary for success. Our social culture thrives on hot new trends, and the toy industry needs to recognize that and pick up the pace. » *Source: The NPD Group Inc. / Retail Tracking Service, January-December 2017 Data is representative of retailers that participate in The NPD Group’s Retail Tracking Service.

NPD’s current estimate is that the Retail Tracking Service represents approximately 80 percent of the U.S. retail market for Toys. Projected to 100 percent of the market, the U.S. toy industry is estimated at about $27 billion annually. **Collectibles include Non-Strategic Trade Cards/Collectible Stickers, Strategic Trading Card Games, Mini Figures & Scene Sets, Action Figure Collectibles & Accessories, Playset Dolls & Collectibles, Blind Packs as well as assorted brands that are collectible.

Juli Lennett, senior vice president, industry advisor for The NPD Group’s U.S. Toys division, has spent the past 11 years at NPD managing client relationships and consulting to a variety of manufacturers, licensors, and retailers within the toy industry.

toybook.com | FEBRUARY 2018 | THE TOY BOOK 63

TOY FAIR 2018

DOLLAR SALES, U.S. TOY INDUSTRY, SUPERCATEGORIES* SUPERCATEGORY

ANNUAL 2016

CHANGE

Action Figures & Accessories

$1.37 billion

-5 percent

Arts & Crafts

$895.2 million

-8 percent

Building Sets

$1.85 billion

-6 percent

Dolls

$3.02 billion

4 percent

Games & Puzzles

$2.09 billion

Infant, Toddler, & Preschool Toys

$3.24 billion

1 percent

Youth Electronics

$586.4 million

1 percent

Outdoor & Sports Toys

$3.76 billion

1 percent

Plush

$1.26 billion

8 percent

Vehicles

$1.42 billion

-3 percent

All Other Toys

$1.25 billion

15 percent

GRAND TOTAL

$20.74 billion

1 percent

3 percent

*Approximately 80 percent of U.S. toys retail market. Source: The NPD Group Inc./Retail Tracking Service. Projected to 100 percent of the market, the U.S. toy industry is estimated at about $27 billion.

TOP NEW TRADITIONAL TOY ITEMS IN 2017, RANKED ON DOLLARS RANK

1 2 3 4 5 6 7 8 9 10

ITEM

MANUFACTURER

L.O.L. Surprise! Doll Assortment

MGA Entertainment

Bunch O Balloons 3-Pack

Zuru

Barbie Dreamhouse

Mattel

Paw Patrol Basic Vehicle & Pup Assortment

Spin Master

Hot Wheels Singles 1:64 Assortment

Mattel

L.O.L. Surprise! Big Surprise

MGA Entertainment

L.O.L. Surprise! Lil Sister Assortment

MGA Entertainment

Hatchimals CollEGGtibles 4-Pack

Spin Master

Cozmo

Anki

UNO Card Game Assortment

Mattel

Source: The NPD Group Inc./Retail Tracking Service. These lists capture all widely distributed SKUs sold in the U.S. by retailers (including e-tailers). The lists do not include items that are exclusive to specific retailers.

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TOY FAIR 2018

State of the Industry

2017: THE YEAR OF SURPRISE WHAT’S IN STORE FOR 2018?

by SEAN MCGOWAN, managing director, Liolios Group IT’S JANUARY AS I WRITE THIS, AND IN honor of two-faced Janus, let’s look back on the state of the toy industry in 2017 and, more importantly, see what 2018 might have in store. As I think about 2017, the word that most frequently comes to mind is “Wow.” Just, “Wow.” Regardless of which side of the political aisle you favor, the year began and ended with a bunch of “WOW!s,” with a couple of “WHOA!s” thrown in here and there, and more than a few “WTF!?s” along the way.

strengthened, but that was hardly a top five event.

• LEGO likely to be No. 1. Yep, the brick kings of Denmark quietly took the top spot.

• Amazon will continue to gobble market share. Duh. So, all in all, not too bad on last year’s predictions, but what’s more noteworthy are the things that happened that I did not predict. And that starts, of course, with the bankruptcy filing of Toys “R” Us. Was it a surprise?

Well, if you have an uncle that everyone in

cut. It’s not that I didn’t think that Republican control of all branches of government didn’t make a tax cut very likely, I just didn’t imagine that they’d get it done so quickly.

I was also surprised to see the rumors of a Hasbro and Mattel merger surface again, this time with seemingly greater credibility.

Much has changed since the two giants first discussed a merger more than 15 years ago.

First, this time around, Hasbro played the role of the potential buyer. Second, the toy industry saw significant shifts in the retail

In fact, 2017 was full of so many surprises, it’s hardly worth repeating the predictions I made in this column last year, since in hindsight, whether or not they turned out to be true was of little relative consequence.

the family knows is sick, but he doesn’t take care of himself and suddenly has a heart attack, is it a surprise? Well, maybe you’re surprised the day it happens, but when you look back, it probably wasn’t such a shock. Now, (to continue the analogy to the point of beating it into a state of equus mortis), the good news is that the uncle can quit smoking, give up the fried food, and start visiting the gym more often, and there’s a pretty good chance he’ll live a longer life.

Another unpredicted (at least by me) surprise last year was the passage of the tax

landscape, both in competition from other entertainment segments, and in industry leadership at the top (see LEGO, above). One reason I was so surprised by this news was that it seemed clear that Hasbro’s CEO was more interested in making acquisitions that would transform the company into a more rounded, vertically integrated entertainment company, not simply a much bigger version of a traditional toy company. Perhaps over time, combining the two companies could accomplish that, but first Mattel would need to be fixed.

BUT, LET’S QUICKLY REVIEW LAST YEAR’S PREDICTIONS: • China will be a source of concern. Yeah, not so much.

• Much more moderate industry growth.

Yep, that turned out to be true.

• Currency will matter. Yes, the dollar

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I feel like I would be remiss not to mention one of the industry’s biggest surprises in 2017—a product whose appearance and popularity surprised most of us, and whose rapid fall seemed almost just as surprising.

Fidget spinners seemingly came out of nowhere last spring, and, by the end of the year, were drowning in their own ubiquity. I wish there was a cogent lesson to come out of that whole thing, but all I got is, “Come up with a hit, and if you can’t protect the trademark, sell as much of it as you can as fast as you can.”

Let’s focus for a moment on one of the predictions that was right—that industry growth would be much more modest in 2017 than in the prior few years. Specifically, let’s consider a few reasons that could explain why that turned out to be the case. First, comparisons have become a bit more difficult. Going into 2017, the industry enjoyed better growth over the prior five or six years than it has experienced in the decade or so before that.

Relatively strong economic growth across the world (another positive surprise, I’ll admit) might have been expected to lead to another strong year, but showing growth on top of several years of growth is difficult, particularly if the growth was driven by some hit products that were bound to slow down.

Second, certain formerly reliable film properties became less reliable. I wrote about this last year when I predicted more moderate growth, and we did, in fact, see some properties either fail to catch on or sustain some early popularity. Wonder Woman, for example, did quite well at the box office, but didn’t generate much in the way of toy sales.

Sales of Star Wars merchandise were generally below the levels of prior releases. The LEGO Ninjago Movie didn’t lead to LEGO’s toys regaining the retail heat they had a few years ago. Other films that didn’t provide the retail lift one might expect include Cars 3, Power Rangers, Smurfs: The Lost Village, and Justice League. Perhaps the only properties that lived up to or exceeded expectations were Beauty and the Beast and Moana (released in late 2016).

The slowdown in growth may be the result of the shift to online sales. Online retail sales are so big that they are taking a substantial bite out of brick-and-mortar retail sales, instead of providing some incremental growth for the industry.

Another theory is that Nintendo’s resurgence is causing the slowdown. Consumers

who would not otherwise buy and play traditional toys are fueling the continued growth of video games for PlayStation and Xbox, since these games are aimed at older audiences. This is not as true for Nintendo’s Switch console, which is the most family-friendly gaming console on the market.

A lot of the factors that affected sales in 2017 will continue to impact the industry into 2018. Here are four additional predictions for what’s to come: IF TOYS “R” US EMERGES FROM CHAPTER 11, IT WILL BE HEALTHIER, BUT… Assuming Toys “R” Us emerges from bankruptcy with a reworked capital structure and access to working capital financing, the company should be able to have a decent year in 2018.

And from where we stand right now, there is no reason this can’t happen. But, we do have to recognize that a high debt load alone is not what led to the retailer’s troubles. The company needs to scale back its store footprint and make investments in its operations to improve its competitive position—but its competitors are not simply standing by. And getting back on solid financial footing is a big “if.” The confidence of its vendors will have to improve from current levels in order for the company to get the trade credit it needs.

HASBRO WILL NOT ACQUIRE MATTEL Whatever logic there is to combining the two companies still holds, but I don’t think it will actually happen for a couple of reasons.

First, the current enterprise value is more than $8 billion, meaning any kind of premium will drive this close to $10 billion. While I won’t argue that Mattel isn’t “worth” this much or more, this amount doesn’t quite make it a “steal.” In addition, Mattel’s board and management have a lot of new faces—they are probably less inclined to accept a quick “flip,” and more likely to want to engineer a longer-term, more rewarding turnaround.

USER-GENERATED CONTENT MAY BECOME USER-GENERATED TOYS. When a new technology comes along, everyone gets excited enough to claim it as the “next big thing.” This was true of virtual reality (first hyped more than 20 years ago and still on the cusp), 3-D TVs in 2010, and curved TVs in 2015. So, some skepticism might be warranted regarding whether or not low-priced 3-D printers might become popu-

lar among toy consumers. Prices for printers keep coming down and the devices are getting simpler even as the quality increases. It feels like this segment is poised for a breakout, and this could be a pivotal year.

HASBRO AND LEGO WILL FIGHT FOR THE NO. 1 SPOT LEGO has been bumping up against Mattel for the title of world’s largest toy company. By some measures, they reached that milestone years ago, but changes in the exchange rate between Danish krone and dollars kept the champagne on ice. It seems clear now that when final results are reported, LEGO will be No. 1, followed by Hasbro at No. 2, and Mattel at No. 3 (yes, rough spot for Mattel, falling two slots). But it came during a year when LEGO announced that first half sales had fallen for the first time in many years and that it was reducing its head count, also for the first time in years. Staying at the top may prove challenging. Both Hasbro and Mattel face some challenges this year, but the combination of currency moves and weakness of some licenses could leave Hasbro an opening to claim the title in 2018.

It’s likely to be a close fight.

BONUS PREDICTION The 2018 midterm elections will be one of the most consequential in many years, and their outcome will be so closely watched that we may see more of an impact on consumer sentiment than is typical for a midterm. Just when you thought it was safe to ignore politics…

Have a terrific Toy Fair. »

Sean McGowan is a managing director on the consumer team of the Liolios Group, which provides capital market navigation and advisory services. He has been closely following the toy industry for 30 years, analyzing product trends, cost changes, marketing practices, and other aspects of how products and companies succeed (or don’t). He also follows digital gaming, sporting goods, and juvenile products. In addition, he is on the board of advisors of the Toy Industry Foundation.

toybook.com | FEBRUARY 2018 | THE TOY BOOK 67

TOY FAIR 2018

State of the Industry

AMAZON TOY SALES SOAR One Click Retail Examines Toy Performance on Amazon in 2017

by NATHAN RIGBY, vice president, One Click Retail; and DANNY SILVERMAN, CMO, Clavis Insight ON SEPTEMBER 19, 2017, TOYS “R” US filed for Chapter 11 bankruptcy protection.

Once the most recognizable toy seller in the country, it struggled in recent years as consumers increasingly prefer to shop online, and kids are more interested in touchscreen technologies and robotics than board games and action figures.

Enter Amazon. While Toys “R” Us

racked up debt throughout last year, Amazon’s toy sales grew by 12 percent. The e-commerce giant has numerous advantages over its brick-and-mortar competitors. Today, Amazon’s Prime membership is at an all-time high, with free two-day and same-day shipping available to most Americans. When a retailer that sells everything—from toys to tablets to household

staples—offers those perks, it’s no surprise that most consumers are choosing the onestop-shop of Amazon when buying toys.

Research shows that 51 percent of Americans prefer to shop online, and 44 percent of online sales take place on Amazon.com—which suggests that Amazon is the preferred retailer of nearly one out of every four Americans. This trend helped toys become Amazon’s seventh biggest product group in 2017, generating an estimated $2.3 billion in sales.

AVAILABILITY WINS While brick-and-mortar competitors such as Toys “R” Us and Walmart have their own e-commerce channels, one of the key advantages of Amazon is the infinite shelf of variations and niche items you are unlikely to find in most stores. To demonstrate this, Clavis Insight carried out an analysis of SKU availability late last year that looked at the daily local stock of both Amazon and Walmart for 20 of the season’s must-have toys and 20 of the hottest electronics across 24 U.S. cities.

During Black Friday week (November 23 to 29), Amazon achieved 89 percent availability in the electronics category and 92 percent availability in the toys category.

Walmart’s performance was well below these marks with only a 65 percent availability rate for electronics and 66 percent for toys, and Amazon continued to outshine Walmart for the 40 products monitored well into December.

Millennial families was one of the biggest consumer trends of 2017: Every year, more people in Amazon’s core demographic are raising children—and buying a ton of stuff for them. The boom in the infant population helped infant/preschool to climb

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TOP TOYS*

1 COZMO (OLD PACKAGING) 2 LEGO MINDSTORMS EV3 3 NERF N-STRIKE ELITE STRONGARM BLASTER 4 LITTLE TIKES JUMP ‘N SLIDE BOUNCER 5 BARBIE DREAMHOUSE from the No. 3 to the No. 1 toy category on Amazon, just beating construction toys.

Another major trend is the ongoing popularity of robotic toys, a category that grew 32 percent year-over-year during 2017. Amazon’s top toy for the second year in a row was Cozmo, the intelligent robot for kids from San Francisco-based artificial intelligence start-up Anki. The runner-up in 2017 was another robotic toy, LEGO Mindstorms EV3, up from No. 4 in 2016 after having been the No. 2 toy back in 2015.

The fact that this toy continued to be one of the top sellers for the past three years shows the ongoing demand for robotic toys, but also suggests that there may be an opportunity for new competition in the growing robotic toy space.

Cozmo, though, seems to have peaked.

It was the best-selling toy of 2017 overall, but sales trailed off significantly before the Christmas season in favor of new releases.

Nerf was the real leader of the holiday season, with two items—the N-Strike Elite Strongarm Blaster and the Lazer Tag Phoenix LTX Tagger 2-Pack—being Amazon’s bestselling toys during December. LEGO also performed well by introducing another robotic toy last year, LEGO Boost, which climbed to No. 4 during December—just behind Mindstorms in the No. 3 spot— showing how LEGO was able to beat Anki by keeping its product line fresh.

Rounding out Amazon’s top five toys— for both the holiday season and for 2017 overall—is the Barbie Dreamhouse, a classic toy that remains a major success even as kids are increasingly losing interest in “traditional” toys in favor of touchscreens and robotics. For this reason, this picture of Amazon’s toy sales is necessarily incomplete, as tablets—as well as games and software designed for tablets—are argu-

ably the favorite toy of most kids.

This year, the key opportunities in the toy space are clear. In 2017, robotics accounted for less than 2 percent of Amazon’s toy sales, and yet the top two items overall were robotic toys from Anki and LEGO. With sales so concentrated on only two brands, the demand for new competition in this space is high. Games geared toward children for touchscreen devices are also in high demand. However, traditional toys are still doing well—the top five toys of the year include a Nerf blaster, a bouncer, and a dollhouse.

As Amazon continues to grow and dominate the retail space thanks to unmatched convenience and product selection, it is imperative that other toy retailers embrace and emphasize their own strengths and advantages to remain competitive. » *January 1, 2017-December 31, 2017. Data refers to Amazon first-party sales only. ** December 1, 2017-December 31, 2017. Data refers to Amazon first-party sales only.

Nathan Rigby is the head of sales and marketing at One Click Retail, a market leader in e-commerce data measurement, sales analytics, and search optimization for brand manufacturers.

Danny Silverman is chief marketing officer at Clavis Insight. He is a product manufacturing industry thought leader in the areas of global e-commerce strategy, marketing, and sales, with more than 14 years of experience

TOP ROBOTIC TOYS*

1 COZMO (OLD PACKAGING) 2 LEGO MINDSTORMS EV3 3 WONDER WORKSHOP DASH 4 ANKI OVERDRIVE STARTER KIT 5 SPHERO SPRK+ STEAM

TMAS CHSERASIS ON TRENDS TOP FIVE TOYS**

1 NERF N-STRIKE ELITE STRONGARM BLASTER 2 NERF LAZER TAG PHOENIX LTX TAGGER 2-PACK 3 LEGO MINDSTORMS EV3 BOOST CREATIVE TOOLBOX BUILDING 4 LEGO & CODING KIT 5 BARBIE DREAMHOUSE TOP FIVE CATEGORIES**

1 INFANT/PRESCHOOL 2 GAMES 3 CONSTRUCTION 4 DOLLS/GIRLS TOYS 5 OUTDOOR & SPORTS TOYS Source: One Click Data 2017

toybook.com | FEBRUARY 2018 | THE TOY BOOK 69

TOY FAIR 2018

State of the Industry BEN GADBOIS

EVA LORENZ

Global President and COO, Spin Master Last year, Spin Master saw a lot of success with high-tech, interactive toys such as Luvabella. Can we expect to see more tech toys trending this year?

Technology allows us to deliver on core play patterns that have always existed, but now we can take it to a whole new level.

With the launch of Luvabella, we combined a classic baby doll with advanced technology, resulting in the most realistic baby doll ever created for the mass market. Advanced animatronic technology creates an unpredictability that allows for deep child engagement. Given the positive response, we are thrilled to further build the Luvabella franchise in 2018.

In addition to Luvabella, our interactive characters segment includes the Zoomer and Hatchimals brands. We continue to evolve our original hit Zoomer Dog, with the introduction of Zoomer Playful Pup. With increased functionality and an even more lifelike appearance, Zoomer Playful Pup is our most advanced Zoomer yet. For Hatchimals, we continue to focus on growing the interactive and collectible lines with new surprises in 2018. Spin Master continues to be at the leading edge of innovation, and, as technology evolves, we continue to develop novel products that bring iconic characters to life and enhance consumer engagement.

Where does Spin Master look for innovative new products?

Innovating across our portfolio of brands and business segments is a key growth strategy for Spin Master. As part of this, Spin Master travels the world looking at thousands of products each year in search of ideas and innovations that will deliver a great play experience. We often look to inventors for our next burst of inspiration through open calls for inventors to submit ideas. This has led to some of our most innovative products, including Air Hogs, Bakugan, and Zoomer. From there, our internal inventor relations team works alongside external inventors to ensure strong collaboration throughout the development process. Spin Master was built on the success of strategic partnerships, and we continue to look for new ways to partner in order to remain disruptive innovators within the toy space. We strive to develop original products, pioneer new category segments, and work with existing brands to infuse our innovation and make them bigger than ever. Our aim is to continue pushing the boundaries of what is possible.

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Category Leader, Amazon Toys & Games What were the top toy category searches of 2017?

Among the most searched for toy categories in 2017 were outdoors and collectibles. Outdoor play is an emerging theme that only continues to grow in popularity as parents are eager to find toys and games that encourage their kids to get outside and play. Outdoor toys such as Little Tikes EasyScore Basketball Set, Nerf N-Strike Elite Strongarm Blaster, and Backyard Discovery Sky Fort were some of the best sellers in 2017 and are indicative of the trend. A toy trend that appears to be making a comeback in a major way is collectibles, with customers loving toys and games such as Funko POP! Dancing Groot, Good Smile Co.’s Link Nendoroid from The Legend of Zelda: Breath of the Wild, and Bandai Tamashii Nations Yumi Ashigaru Stormtrooper. And this trend doesn’t stop with kids—collectors of all ages enjoy shopping our broad selection of high-quality figures to discover favorite characters from both past and present.

What toy trends most impacted your toy sales this year? What are your expectations for the year ahead?

Toys and games that encourage learning through play, as well as those related to technology, are top trends we continue to see year after year. STEM toys designed to inspire curious minds such as Wonder Workshop Cue Robot and Klutz LEGO Chain Reactions Craft Kit were popular in 2017, as well as toys with app connectivity, including the LEGO Boost Creative Toolbox Building and Coding Kit, Bloxels Build Your Own Video Game, and Kano Computer Kit. As expected, toys from popular TV shows such as Paw Patrol and PJ Masks and new movies such as Cars 3, The LEGO Ninjago Movie, and Star Wars: The Last Jedi reigned supreme in 2017, with products including Star Wars Sphero R2-D2 App-Enabled Droid, Star Wars Droid Inventor Kit, Sphero Ultimate Lightning McQueen Vehicle, and Paw Patrol—My Size Lookout Tower with Exclusive Vehicle as some of the top sellers.

Games that encourage families to come together to laugh and play were another top trend, with customers loving classics such as Connect 4 and Jenga, as well as recent releases including Drop Mix Music Gaming System and Soggy Doggy.

We expect toys from the upcoming films Solo: A Star Wars Story and Jurassic World: Fallen Kingdom to be popular in 2018, as well as TV shows Paw Patrol and Vampirina. In addition, we will continue to work with startups through the Amazon Launchpad program, including Seedling and Tegu Toys, to offer customers an innovative selection of products from emerging companies.

RICHARD BARRY

Executive Vice President, Global Chief Merchandising Officer, Toys”R”Us and Babies”R”Us

PAUL SOLOMON Co-CEO, Moose Toys

What were the top-selling toys of the holiday season at Toys “R” Us? Were there any surprises?

As the champion of play with decades of toy experience, we have a long-standing, successful track record when it comes to predicting the hot holiday toys. So, while some items will be a surprise to consumers, our expert team of merchants usually sees them coming months, if not years, in advance.

This year, Fingerlings (including the adorable unicorn Gigi, available only at Toys “R” Us), L.O.L. Surprise! Big Surprise, Nintendo Switch, Pikmi Pops Surprise! Jumbo Plush, and Super NES Classic Edition were among some of the most sought-after toys of the holiday season, nearly evaporating from shelves as soon as our team members set them—that’s why these all were featured on our 20th annual Holiday Hot Toy List, which we officially unveiled in September 2017.

What toy trends most impacted your toy sales this year? What are your expectations for the year ahead?

One trending category we saw take off this year is surprise collectibles. No matter the generation they are a part of, kids love to collect—it’s in their DNA. It’s the thrill of the hunt, and they come back to stores again and again, seeking out the latest collection in a series or a special character. Last year, we saw the launch of L.O.L. Surprise—which started as a small collectible that kids could unbox—evolve to the L.O.L. Surprise! Big Surprise, a much larger, value-packed toy with more than 50 surprises inside. In fact, we named several “surprise collectibles” to our 2017 Holiday Hot Toy List, including L.O.L. Surprise! Big Surprise, Hatchimals Surprise, Pikmi Pops Surprise! Jumbo Plush, and Hatchimals Colleggtibles.

Nurturing role-play is a classic play pattern, but we’re seeing an increase in the number of toys incorporating the skills kids see from mom and dad or caregivers. From our exclusive You & Me line to the FurReal Roarin’ Ivory, the Playful Tiger, kids could take care of beloved pets, characters, or baby dolls.

Licensed preschool brands have remained strong and consistent over the past five years. Preschoolers love role-play, especially with characters from fan-favorite series such as Rusty Rivets, PJ Masks, and more, while older kids can bring the fun of WWE, Star Wars, and Mario Kart to the comfort of their home.

As we move into 2018, we’ll see many new themes (some gross) and introductions in the surprise collectible space, little robots packed with innovation at price points gift-givers will love, amazing animatronics, and more.

Moose continues to keep Shopkins fresh with line extensions, entertainment, and more. What’s new for this year?

Our vision for Shopkins is for it to become an evergreen brand. As the brand continues to grow and reinvent itself, we remain confident in its ability to succeed as a fully fledged franchise, which is why we are so excited about what 2018 holds for the Shopkins! This year, you can expect to meet brand new Shoppets—the fabulously furry best friends of the Shoppies. We are also continuing to build out our entertainment properties with a new DVD launching in March, and we will launch Season 10! The Shopkins Live stage show has been a huge success and will continue to tour, and new partnerships will launch throughout the year.

How important is it to create a “360-degree brand” that reaches consumers via many different touch points?

As the industry continues to expand, the “360-degree brand” has become more and more important. We want to provide our fans with immersive experiences and opportunities to develop a true brand connection. The key for us is to continually create strong and engaging content. We put a lot of focus on digital platforms because this is where our fans are! We work closely with leading YouTube influencers, as well as creative studios and animators, to create unique, authentic, and engaging customer experiences for our fans. We have also created our own YouTube channels, movies, webisodes, music, and mobile apps. Saying that, not all of our brand experience activity is online; Shopkins has become more than just a tiny toy. The franchise now includes top-selling apparel, school supplies, shoes, bedding, and much more, as well partnerships with some of the world’s biggest brands, including Pez, McDonalds, and Sketchers. It is really about being creative and considering what our fans want, and what they want is a variety of ways to interact with their favorite brands.

Collectibles and blind packs continue to be in high demand. Do you see this trend continuing through 2018?

Definitely! We know that kids love collecting, and even though the market continues to expand, the kids and the toys are evolving with it. Shopkins kick-started the big spike in the category four years ago and since then we have seen the success of the whole category continue to rise. The key to success is innovation and setting the trends, not following them. In 2017, we introduced a number of new collectible products to the market, including Cutie Cars and Pikmi Pops. We have much more coming in 2018, so I don’t see it slowing down at all!

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TOY FAIR 2018

State of the Industry NIK NAYAR

GEOFFREY GREENBERG

Vice President of Toys, Target What were Target’s top-selling toys of the holiday season?

Were there any surprises?

L.O.L. Surprise, Fingerlings, Hatchimals, Baby Alive, board games, and LEGO were all key drivers this holiday season. It was also great to see guests continuing to respond to our exclusives, such as Our Generation, Bob Ross Board Game, and Funko Fridays.

What toy trends most impacted your toy sales this year? What are your expectations for the year ahead?

Board games, collectibles, fidget toys (spinners, cubes, compounds), and large dolls had consistent growth all year. And with the business building momentum through the back half of 2017, we’re optimistic about the year ahead.

Target recently acquired Shipt, a same-day delivery platform. How will this impact Target’s holiday toy sales in 2018 and beyond?

Our digital business had another strong holiday season. Expanding our supply chain capabilities through the Shipt acquisition will further accelerate this growth and, more importantly, provide guests with another convenient way to fulfill their purchases with Target.

How have consumers’ expectations changed in recent years?

Consumers have unfettered access to information in a digitally led industry. Additionally, as supply chain capabilities improve, guests are more inclined to wait longer into the holiday season with higher expectation of service levels. Price transparency, speed of delivery, and offering a broad assortment are all the cost of entry. Long-term success will require retailers to not only have these “basic” capabilities, but also to drive loyalty by offering a relevant and unique assortment, differentiated experiences (both in-store and online), and outstanding everyday value.

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Co-President, Just Play

How do you anticipate which characters and properties will be in demand so far in advance?

There are factors such as relevant play patterns, aspirational characters, and trends, but entertainment support and intuition play a significant role as well. Within our preschool lines, role-play can take the lead if the play pattern is right. Take Doc McStuffins for example. First, Disney and Chris Nee did a phenomenal job creating a unique property that explored a daunting topic—going to the doctor—and took away the fear of the unknown by allowing kids to learn through the perspective of a peer and toys. Second, what parent doesn’t want their child to aspire and grow up to be a doctor? Understanding this, we saw the opportunity to build a line of toys that is as engaging as the entertainment, and equips kids with the tools to bring that experience of doctor play into their homes.

In many cases, we’re making commitments on properties that are still in development. We have been fortunate to partner with tremendous licensing partners and believe in their entertainment support. For example, we recently launched Vampirina, another Disney and Chris Nee production. Based on the success we’ve had with Doc McStuffins, we had full confidence that Vampirina would be nothing short of spectacular. We were impressed as both the show and line of toys that it inspired performed tremendously from launch, quickly becoming one of the hottest properties of the holidays. eOne’s PJ Masks is an example of a theme—superheroes—that is both a trend as well as a relevant play pattern. In 2017, we were thrilled that PJ Masks was the No. 1 fastest-growing preschool property according to NPD. This year, the toy line will be even more dynamic, with new powers, outfits, vehicles, and characters as the PJ Masks explore new locations including a trip to the moon.

The retro trend has been a great indicator of potential success. Research shows that millennial parents really want to engage with their children and share the joy they had as kids. We find the properties that translate best, such as Nick ‘90s, Puppy Surprise, and Waterbabies, not only have the nostalgia factor, but also appeal to today’s kids. One of our new launches for 2018, and a great example of retro done right, is The Grinch. DreamWorks Universal has taken the beloved classic story and infused it with Illumination’s modern animation style and humor-based approach that is sure to capture both parents and a new generation of kids.

While there definitely are signs and data to help make strategic decisions, there are many times when intuition plays a major role. Last year, we heard the buzz around JoJo Siwa. Her social media stats were sensational and she had a great message, but toys based on live-action properties had not seen much success in recent years. Seeing how engaged JoJo’s fans were and how influential social media has become plus the tremendous support of Nickelodeon, we knew this was a chance we could not pass up.

TOY FAIR 2018

State of the Industry DEAN SCHWARTZ

President, Children’s Entertainment at Kmart, Sears Holding Corporation

What were Kmart’s top-selling toys of the holiday season? Were there any surprises?

Kmart has always been a one-stop shop for our members’ toy needs thanks to our annual Fab 15 list, which we release each holiday season. To ensure an easy gifting experience for parents, family, and friends, our list is crafted based on industry trends, input, and data from Shop Your Way members and more than 50 years of experience in knowing what toys kids love to play with.

As we predicted when we released this year’s Fab 15 list in September, the most sought-after toys this holiday were the L.O.L. Surprise! Big Surprise, the Soggy Doggy board game, Hot Wheels cars, and Nerf products, such as the Nerf N-Strike Elite RaptorStrike Blaster. To no surprise, Star Wars action figures were also crazy popular due to the much-anticipated release of the film.

Our members are at the heart of everything we do, and we are committed to providing the most exciting toys of the season in easy, affordable, and convenient ways year after year. We’ll continue to release this list and share the hottest toy selections each holiday season to be an indispensable resource for our members.

What role do digital influencers play in your social media strategy? How important is social media outreach in maintaining relationships with consumers?

Shoppers have more resources than ever before to help them make the most informed purchasing decisions. Toys, in particular, is a category that has flourished with influencers of all ages and interests, providing advice, spotting trends, and highlighting great deals and value. Kmart strategically partnered with YouTube influencers during the holiday season to share Kmart’s Fab 15 list, unboxing select toys to highlight with their viewers. We loved how these videos successfully engaged our members as well as their family and friends and made them aware of the hottest toys available at Kmart this holiday season.

Beyond influencers, Kmart has robust social media channels— in particular on Twitter, Facebook, and Instagram—through which we authentically engage with our members, encourage their feedback, and learn what piques their interest. We value the information and feedback we get directly from our members and use it to help inform future campaigns and brand activations. Of course, creating and sharing the right content is critical, and we’ve found toy-themed posts to have among our best engagement rates, especially around the holiday season.

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DAVIN SUFER

Chief Technical Officer, WowWee

WowWee’s Fingerlings were one of the most popular toys of the holiday season.

What are your plans for the brand this year?

This year, we are focused on building the Fingerlings culture: to present the world around their personalities, and offer new facets of imagination into the fandom with new environments and contexts to play in. We are also working to create personalities and livelihoods to the Fingerlings characters so that audiences can engage with the brand on a special level.

Where does WowWee look for innovative new products?

We look to be conversation starters. We always want to be interrupters within the space. Whether there is inspiration on social media where audiences are sharing content that we can bring to a tangible form, such as the case with Fingerlings. Or whether we can take a standardized category such as robotics and collectibles, and flip it on its head. We always strive to be creative in our thought approach— it usually starts by asking the question, “Wouldn’t it be cool if...”

What is one of the biggest challenges currently facing toy manufacturers, and how is WowWee addressing it?

Toward the end of last year, all the questions and discussions surrounded the changing retail landscape and how we work with our various retail partners. Every year brings unique challenges, but we believe that getting the product really, really right has always been and will always be the biggest challenge to any toy manufacturer. All the other challenges are moot if your product isn’t right, if it doesn’t hit a nerve, if it isn’t capturing a kid’s imagination, and if it isn’t innovative. As a company, everyone knows and recognizes this. Namely, every challenge that comes after is that much easier if the product is right.

Speed to market has never been more important. How can manufacturers bring products from concept to retail shelves more quickly?

WowWee continues to push the boundaries to challenge standard norms of product development and we work to create efficiencies and nimbleness to bring product to home at an astounding rate. With our internal research and development team, by having daily access to some of the most brilliant minds in engineering and design, we are able to compete with a very flexible advantage.

Most of the time, our production lines are moving as fast as our imaginations—especially when we have something exciting we want to share with the world.

MICHAEL MOSSER

STEPHEN BERMAN

What toy trends most impacted your toy sales this year? What are your expectations for the year ahead?

We saw a few interesting trends impact our toy business this year, including: • The continued rise of “smart” toys: Technology is now embedded in all types of toys, whether it’s R/C cars, VTech tablets, or the various Sphero Star Wars droids. As the cost of this interactive technology becomes more accessible, we will see more of these tech-enabled toys hitting the market, and more “smart” toys available for more consumers.

• Tabletop games: We are continuing to see strong sales in tabletop gaming. Not only are classic family games (Monopoly, Bunco, and LCR) popular, but new games for parties—such as Cards Against Humanity and Exploding Kittens—proved to be a holiday success. Additionally, we’ve also seen increased interest in complex and detailed hobbyist gaming as well, such as Massive Darkness, Warhammer, D&D, Zombicide, and more.

• Drones: Drones have now been around for a few years and we continue to see more affordable models hit the market. These models may not come with all the bells and whistles, but the price will make them more accessible to the everyday consumer.

• Superheroes: With Hollywood creating more superhero movies, action figures and other hero-related merchandise continues to be very popular. This year, there are some highly anticipated releases—such as Black Panther and Avengers: Infinity War—so, we expect to continue to see these types of items increase in popularity.

What are your key priorities for 2018?

JAKKS has some really exciting products and brands launching in 2018. Right out of the gate this month is an innovative, high-performance deck called Morfboard. This board ecosystem encompasses a super simple “Lock & Release Technology” that transforms the board in seconds to create an entirely new play experience. Kids simply drop Xtensions into the board, turn them 90 degrees, and the flex trigger locks in place so kids are ready to skate, ride, balance, or bounce. We are really excited about the Morfboard because it’s fun anywhere, anytime.

We have just launched our youth skincare and makeup brand, C’est Moi, and we are excited to bring fresh new products in the cosmetic category to tweens.

We will also unveil several product lines under new master toy licenses in 2018, such as Disney•Pixar The Incredibles 2, Disney’s Fancy Nancy, and Dentsu Entertainment’s Mega Man. Additionally, this year we will be more aggressive in launching our own content created and produced by Studio JP—our joint venture with Meisheng, a leading animation company in China—to ensure a balanced portfolio.

General Manager of Lifestyle, Media, and Toys, eBay How is eBay’s toy department evolving? How do you compete with more traditional toy retailers? eBay has always been the online destination for vintage and hard-to-find toys, whether it’s someone’s favorite toy from their childhood, or the hot toy of the season. We have been continuing to evolve this foundation, enhancing our toys pages with new features and building out new categories for our shoppers. For instance, we now have nearly 25 sub-categories for shoppers to browse through, many of which include more specialized toy categories, such as educational/STEM toys and collectible card games.

Another evolution we’re excited about is the number of customers who are now coming to eBay for new toys that they can purchase at a fixed price.

Throughout the year, shoppers purchase everything from scarce items to staples such as LEGO, Barbie, Nerf, and Hot Wheels. These brands have always been tremendously popular; in fact, during the past holiday season, five LEGO sets were sold every minute on eBay. A major differentiator for eBay is that we are always a partner, not a competitor, to our sellers. This year, we saw an increase in sales volume with our toy retailers and brands, such as Toys “R” Us and Hasbro, among others, and we are excited about their momentum.

CEO, JAKKS Pacific

Squish-Dee-Lish was a huge success this past year. To what do you attribute the squishy toy trend?

In large part, kids are drawn to the tactile nature of the slow rising foam, plus our characters are just really cute, too! Older kids are really into the collectible squishy toys right now and there’s a social currency that make these collectibles more socially acceptable versus a plush toy. Squishy products will continue to be one of the hottest trends going into 2018. Our Squish-Dee-Lish and Shopkins SquishDee-Lish were among some of the most popular squishy toys. In 2018 we will launch additional new waves of Squish-Dee-Lish, new licenses such as World of Nintendo and Disney’s Tsum Tsum, plus new jumbo versions.

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TOY FAIR 2018

State of the Industry JENNIFER EISELEIN

Vice President, Marketing & Product Development, VTech

Parents and grandparents are always on the hunt for toys that are both educational and fun for kids. How do you find the appropriate balance?

Playtime is a key foundation for a lifetime of learning, but one toy can’t be everything to everyone, so it really is all about balance.

VTech and LeapFrog are great examples of how learning and fun can go hand in hand to encourage development. Our VTech toys foster imagination, discovery, and exploration through play while our LeapFrog products focus on enriching children by teaching early learning skills such as letters and numbers. Just as our brands complement each other, it’s important for parents and grandparents to build a wellrounded toy box that complements all areas of their child’s overall growth and development.

We want to help parents give their children the best possible start in life. That’s why our products are developed with critical insights from a dedicated team of in-house learning experts led by Dr. Clement Chau. An expert in early childhood development and learning, Dr. Chau and his team guide the design and development of VTech and LeapFrog learning toys and educational products to ensure optimal childhood development.

Parents can be assured that when they give their child a VTech or LeapFrog toy, they are encouraging both fun and learning with products that deliver exceptional developmental benefits at an incredible value.

How does VTech/LeapFrog incorporate technology into its products in a way that is seamless and intuitive for younger kids?

We know children want to imitate their parents and, in this day and age, technology is what they’re seeing their parents interact with on a daily basis. However, most children are not mature enough to have full access to adult devices. When we incorporate technology into our toys, we identify trends and look for meaningful ways to adapt the technology to ensure we deliver the features both parents and kids want. We’ve had success with our KidiBuzz and Kidizoom Smartwatch and Action Cam because we integrated the most exciting features of the grown-up versions of these devices but designed them just for kids, from the size of the buttons and screen to the engaging age-appropriate content to the great value. Technology doesn’t need to be “dumbed down” to be incorporated seamlessly into toys, nor does it need to be added to every toy just for the sake of saying it’s high-tech.

Technology needs to be thoughtfully integrated to enhance the play value and resonate with kids and adults.

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STEVE PASIERB

President & CEO, The Toy Association

What are the biggest challenges facing the toy industry as we head into 2018, and how is The Toy Association addressing them?

In a word, disruption. How toy companies do business, build relationships with consumers, gain their trust, and win their dollars is profoundly changing. The retail world is also at a point of inflection where risks and failures receive great notoriety, but there are also great opportunities and strength to leverage. Finally, IP protection and the surge in counterfeits are serious threats, not simply because of the financial damage caused to innovative companies, but counterfeits also risk consumer safety as they’re not subject to the same rigorous requirements and testing as all other toys.

Fortunately, adults will always want the kids in their lives to be happy and to enjoy the developmental benefits of play. Our goal is to help Toy Association members distinguish between larger business and consumer trends that will happen and soft trends that might happen. Our body of research continues to grow, with new studies and reports on the horizon tailored to our members’ diverse interests, including consumer and demographic trends from around the world, operating and benchmark data, and webinars on the latest safety regulations, to name a few. Our staff also has a great track record of helping members on an individual basis. We are always on call to take questions and offer guidance on challenges and issues as they arise.

What are The Toy Association’s key initiatives for the year ahead?

Paramount is continuing to strengthen and refine The Toy Association’s core services that protect and promote our members’ businesses, which is the bedrock of why we exist. Closely tied to that are the six high-level goals of our strategic plan and a host of annual priority actions within each goal. Not simply implementing those, but being mindful the world is constantly changing and our work on behalf of members must be relevant and impactful in the moment and toward the future.

The Toy Association is increasingly being called upon on the world stage to help address barriers to trade and intellectual property issues, combat new regulations that do nothing to advance safety, and assist in a range of challenges to U.S. companies doing business in emerging markets. We see our role as working on behalf of the entire toy ecosystem, including designers, inventors, manufacturers, licensors, sales reps, retailers, and consumers. The Genius of Play initiative continues to excel. Our proactive efforts to educate consumers on our industry’s steadfast commitment to safety has gained great traction.

TOY FAIR 2018

State of the Industry KIMBERLY MOSLEY

President, American Specialty Toy Retailing Association (ASTRA)

SHARON DIMINICO

Founder and CEO, Learning Express

What are the biggest challenges facing the specialty toy industry as we head into 2018, and how is ASTRA addressing them?

Any discussion of the state of retail today will certainly include the word “change” (hopefully the word “apocalypse” is behind us). We expect the 2018 version of change to be continued store closures by large chains (though probably at a slower pace than in 2017), more mergers and acquisitions, and increased personalization both through new technologies and more traditional blockand-tackle marketing techniques. Independent retailers who are members of the American Specialty Toy Retailing Association (ASTRA) are small business owners who pretty much by definition must constantly evolve to survive. ASTRA’s focus is to help our members find and leverage the business opportunities that are served up by the changing retail landscape. We look at how independent stores can use their size and business model—both of which are far more flexible than a large corporate chain—as a competitive advantage.

Thought leader and author Peter Sheahan, the keynote speaker at ASTRA’s 2018 Marketplace & Academy in New Orleans, will give voice to the independent retailer’s “nimbleness advantage” and how to make the most of it by embracing change, rather than fearing it. In addition to ASTRA’s year-in, year-out commitment to Marketplace & Academy education sessions that address emerging business challenges, we will address 2018 business realities through several education, mentoring, and shared business intelligence initiatives.

What are ASTRA’s key initiatives for the year ahead?

We have a number of initiatives in the pipeline that will be announced in 2018. Generally, we are looking to welcome new audiences to the ASTRA family, build more effective ways to track and proactively respond to business trends, increase the reach and impact of ASTRA education programs, support the needs of store owners approaching retirement, and deepen the ways that we can help ASTRA stores mean something special in their communities through philanthropic activities.

During the next few months, we will be sharing news about new membership categories, new opportunities for young professionals to learn about and get involved in the toy industry, new programs to help ASTRA businesses take it to the next level, and new ways for stores to add no-cost philanthropic programs to differentiate their stores. So stay tuned!

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What were Learning Express’ top-selling toys of the holiday season? Were there any surprises?

Our top 10 ranked items by sales in December were Laser X, Fingerlings, L.O.L. Surprise!

Big Surprise, Squishies, Rock and Roll It Rainbow Piano, Sing-along Pro Gold Bluetooth Karaoke Microphone, Doinkit Darts, DIY Bath Bombs, Electric Jellyfish Mood Light, and Quarterback Touchdown. Fingerlings would easily have been No. 1, but they were hard to come by. Laser X was the big surprise.

Our stores were re-ordering 300 to 400 pieces at a time.

What categories were strongest in 2017, and what are your expectations for the year ahead? Do you have your eye on any areas in particular?

The strongest categories for us (in order) were collectibles/party favors (spinners/fidgets); tween and fashion accessories; action, skill, and sports; art; construction; and science. We will be expanding our tween/mom category and science with a focus on STEM toys. We are also looking into expanding our candy department. Year over year, the biggest differentiator for us is how we manage trends. In 2017 we were pretty aggressive and it paid off. There was a great deal of communication from our office and from owners to help all stores get the maximum benefit from the fidget spinner trend.

What do your top retailers do that maximizes their sales?

Our best retailers invest heavily in their teams and, consequently, their teams become very invested in the business. Retail is so different than it was 30 years ago. An owner cannot possibly do everything themselves and do it right. Buying, marketing, social media, merchandising, staff scheduling, bookkeeping, and keeping standards high for store cleanliness and safety—it’s a long day! I look at new hires as interns. Our job is to teach them the business, which includes how to buy, how to create an email, our style for posting on Facebook, merchandising, and how to create a WOW experience for our customers. Our owners need their support if they are to see “the big picture.” With all of the minutia in the toy business, it’s easy to get lost in the details. Sharing what works (and what doesn’t) enables Learning Express owners to maximize their growth opportunities.

Product, of course, is king! Our top retailers stock what kids want. They never run out of their top 200 items. I know what were once “specialty-only” toys have been drifting over to the mass-market retailers for years, but the tide has also turned where some brands, typically stocked only by mass retailers, are now shifting over to specialty independent stores.

BOB WANN

Chairman of the Board of Directors, The Toy Association; CEO and Chief PlayMonster, PlayMonster

Shifting consumer and market trends are reshaping the future. What trends do you see affecting the industry in 2018 and beyond?

In 2017 we saw for the first time retail stores adjusting their strategies as they learn how to compete with ecommerce, or tying retail and online together. The overall shift to online is a trend that I see continuing in 2018 and beyond, and interestingly, I view this as a positive trend for small to medium-sized companies, such as PlayMonster. Many of these companies have really great products that don’t get much consumer visibility due to limited shelf space at retail, whereas online “shelves” are virtually unlimited.

As for changing trends within the toy category and its sub-segments, the games category was the largest growth category in the industry in 2017. I believe this will continue, as it is driven by a fundamental change in consumer behavior and shopping dynamics. Consumers, especially millennials, are rediscovering the social connection of face-to-face play, and are looking for that balance in their hightech lives.

On the other side of the coin, I see a potential decline in another sub-segment—collectibles. This has been a high-growth category over the last couple of years, but now has become vastly oversaturated. 2018 will see a decline, because retail cannot keep up with the overabundance of lines, and consumers can’t buy them all.

PlayMonster has greatly diversified its brands and expanded into new toy categories. Will new acquisitions continue to play a role in the growth of the company?

In the last five years, PlayMonster has grown and diversified from a one category, games-only company into a multi-category toy and games company, and as such we are working hard on first organically growing these new categories that we now compete in. We now have product in seven different categories (games, plus infant/toddler, vehicles, dolls, activities, STEM, and educational toys) and in 2018 we’re launching our eighth category, bringing innovation to the outdoor category with Super Spinner swings. In 2018 we plan to grow and expand these businesses with internally developed products that are innovative and offer great price value. However, we will also seek out opportunities to augment this organic growth with select and strategic acquisitions. PlayMonster is interested in offering all ages toys and games that will stand the test of time, and we will continue to resist brands or concepts that might be significant or “hot” at a certain point in time, but their consumer appeal may be short lived. We want only innovative, sustainable, long-term brands for our retail partners and consumers.

SKIP KODAK

Senior Vice President, LEGO Americas

The building toy category has declined in sales since last year. To what do you attribute this? What are your expectations for 2018?

Children have more choices now than ever before. Not only do we compete in the toy space, we also compete with all of the other things children may prioritize in their free time, which is increasingly diminishing. Building sets experienced sustained growth over an extended period of time, but no toy category is impervious to the ebb and flow of trend. Recently, building sets declined as novelties and innovation launched in other categories, but during the holiday season and already in the first weeks of 2018, we’re seeing a bit of a rebound in the building sets category. We believe there is a big role for classic LEGO play, given that it’s one of the best examples of a toy that can engage the entire family in a quality play experience, and we’re kicking off 2018 with a celebration of the 60th anniversary of the LEGO brick to jumpstart family building. We are also working hard to ensure that LEGO building stays relevant to children’s needs, offering a variety of hot play patterns, such as vehicles and collectibles, within building, as well as continuing to bridge physical and digital play worlds. We’re off to a solid start in January, and we believe the year holds promise for LEGO play.

How important is it to create a “360-degree brand” that reaches consumers via many different touch points?

An immersive brand experience is key to engaging today’s children. We operate broadly in building sets, but we bring many different play patterns, hot themes, and strong characters to LEGO play, and then we go deep in creating ways for children to explore within whichever LEGO collection matches their interest.

It starts with a high-quality, compelling building experience, and we create stories, games, short- and long-form content, apps, community, building challenges, and contests that cater to children’s needs. Our LEGO Life app creates a safe social network for children who love to build, enabling them to share their builds and ideas with one another, and our YouTube channel is an important tool for sharing news and distributing video content that speaks to a broad range of interests that mirrors the content styles fans expect. We also focus on family with a 360 brand experience, creating compelling live brand events, theatrical releases, theme park attractions, and licensing to lifestyle categories such as publishing and apparel. Having so many different ways to enter and engage with the LEGO brand is one of the best ways to drive relevance and engagement to compete for children’s time.

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TOY FAIR 2018

State of the Industry JEREMY PADAWER

BILL SIMONS

Nostalgic toys were h ​ ot last year, and both Teddy Ruxpin and Cabbage Patch Kids caught consumers’ attention. Will the retro trend continue this year?

As long as there are grandparents and parents who seek to relate to their family’s newest generation, we will have a trend toward toy nostalgia. It’s all about shared experiences, shared values, and breaking through the clutter to find relatable play opportunities. In addition, adults, frankly, forget how to play. When you place a hand-stitched, yarn hair Cabbage Patch Kid in the hands of a hardened-to-the-universe adult, they crack just a little bit; When Teddy Ruxpin asks to tell that same adult a story, odds are (especially when handcuffed to a chair) that adult will be a captured and captivated audience. In all seriousness, it’s simply easier to play together when you can reach back into your own set of experiences and relive your childhood with your own kids.

Licensing continues to play an important role in the toy industry. How do you decide which properties to pursue?

I would have answered this question very differently 20 years ago. At that time, I took copious notes. I attended every upfront. I scoured the universe of potential licensing opportunities and, after significant analysis, I’d methodically produce a well-reasoned answer to which licenses to pursue… and often miss the mark. Ah, nothing like experience that leads you down the path of less work, less analysis, and with a similar scorecard. There is no absolute gold standard that guarantees an outcome in the licensing universe. There is only great content, meaningful programs, tried-and-true play patterns, reliable themes, gut instinct, and sheer great timing. My gut is stronger now, my relationships are stronger now, and my business partners and confidants have more experience as well. The one thing that hasn’t changed is my love for toys, passion for the industry, desire to do good work, and richness of the long-standing relationships with licensors. Frankly speaking, I have one sibling to whom I’m genetically related, but in this industry I feel like I have hundreds of brothers and sisters from other mothers. Twenty years from now the game will get even more fragmented, with more streams of content and perhaps fewer distribution outlets, but that love and those relationships will keep me and my business partners very much engaged and excited.

Speed to market has never been more important. How can manufacturers bring products from concept to retail shelves more quickly?

The cliché answer to this includes earlier commitments from retailers, faster approvals from licensors, and improved efficiency from the manufacturer. At Jada, we pride ourselves in working closely with our strategic partners. We have established formulas in place that are enabling us to be one of the fastest in the business from concept to shelves.

Co-President & Partner, Wicked Cool Toys

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Chief Marketing Officer, Jada Toys Licensing continues to play an important role in the toy industry. How do you decide which properties to pursue?

The world of licensing is about experience, relationships, collaboration, and networking. You really have to do your homework. Is the brand you are pursuing trending up? Is it already mature, and maybe off the peak but still substantial? Is the brand new, and not identified by the field? Each situation is different. Above all else, have a plan to innovate, execute, and provide the brand with a compelling reason for being that resonates with both the licensor, retailers, and consumers.

Shifting consumer and market trends are reshaping the future.

What trends do you see affecting the industry in 2018 and beyond?

Pop culture and nostalgia have been trending for a while. Just look at the multitude of anniversaries being celebrated in 2018 by some of the biggest brands in the industry. Add in the miniaturization craze, and we have a great opportunity to delight our fans and collectors.

What are your key priorities for the year ahead?

Jada has two key priorities for 2018. We are investing heavily in our figure business and have great programs already in place. Managing these as a team to drive collectibility, freshness, and relevant product offerings that align with key studio events is a laser focus.

A new area that is at the top of our agenda is within a competency where Jada is already dominant and globally supported. Die-cast vehicles are one of the most established categories in the toy industry with more than 50 years of history, and for those of us that live and breathe the category, we know consumers have an emotional connection and love for iconic vehicles. In 2018 Jada is building on our wildly successful “Hollywood Rides” die-cast vehicles segment by introducing “Nano Hollywood Rides.” Launching in August 2018, we will have an all-new miniature size die-cast that combines the nostalgic pop culture of the most iconic movie cars of all time in a broad nano size offering for our fans to enjoy.

TOY FAIR 2018

State of the Industry ISAAC LARIAN

JAY FOREMAN

​ ollectibles and blind packs conC tinue to be in high demand. Do you see this trend continuing through 2018?

I believe the trend of collectibles and blind packs will continue as long as they evolve with newness and originality. For decades, kids have been collecting their favorite toys, each generation building from the fandom and passions of the one before it. Collectibles have always been in high demand and MGA Entertainment has mastered the art of creating collectibles and mystery packs in a way that makes this trend fun and experiential for kids. The secrets of our success are the great teams of designers, packaging, marketing, sales, and logistics at MGA worldwide. Through the constant ideation of these world-class teams, MGA will remain at the forefront of the collectibles and blind packs trend, creating fun, unique, and surprising experiences for fans through 2018 and beyond.

What is one of the biggest challenges currently facing toy manufacturers, and how is MGA addressing it?

Counterfeit toys are a huge challenge currently facing manufacturers. In 2017, MGA Entertainment’s worldwide growth was more than 200 percent and our doll collectible L.O.L. Surprise! became the No. 1 toy of the year. With that level of success, others see an opportunity to infringe upon an obviously successful model. MGA Entertainment is proud to have met counterfeiters head-on, taking aggressive steps to stop the illegal actions of those producing and selling fake toys that look similar to our products. Recently, MGA was granted a preliminary injunction against 79 counterfeiters for making fake L.O.L. Surprise! toys and attempting to capitalize on the phenomenal success of the brand. Consumers depend on MGA to provide quality products, and maintaining the trust of our fans is our top priority. We are dedicated to protecting consumers from counterfeit products and aiding law enforcement in identifying the perpetrators of such crimes. MGA Entertainment will continue to aggressively pursue counterfeit activity by investigating and prosecuting any and all involved parties to the fullest extent of the law.

As Basic Fun! celebrates its first anniversary, what are your priorities for the year ahead?

Last year at this time we announced our merger with Tech 4 Kids, which is now complete and fully integrated, as is our acquisition of the assets of Uncle Milton, which happened in April. In October during the Fall Preview Show in Dallas, we announced that we were adopting Basic Fun! as our official company name, coming full circle from our first acquisition back in 2013.

Our focus for 2018 will be on our next new addition and integrating that into our growing portfolio of brands and product lines, along with expanding our distribution both domestically and internationally.

CEO, MGA Entertainment

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CEO, Basic Fun!

Shifting consumer and market trends are reshaping the future. What trends do you see affecting the industry in 2018 and beyond?

I see it getting tougher and tougher for smaller traditional toy companies to be competitive and profitable in the marketplace, given the challenges of the ever-changing retail landscape. If you are working from your garage in a start-up, you can keep a low overhead with a narrow range and get placement on Amazon and maybe Toys “R” Us, but it will be hard to crack other brick-and-mortar retailers. With low overhead, one can survive and potentially begin to break out. However, once you do then you have to scale up and that’s when the real challenge begins.

You need quality control/quality assurance, a licensing admin, an agent or office in Hong Kong or China, levels of sales associates, trade shows, promotions, etc. This will all start to strain margins and force companies to push growth, which then presents even more challenges. We continue to build and offer an opportunity for smaller scale companies with quality product lines to find a solution for these growing challenges as part of Basic Fun!—either through a sale or a merger of assets into our expanding platform. Of course, entrepreneurs in this industry are a hearty lot, so we still see lots of room for breakouts, but there is also another option for growth and expansion.

What is one of the biggest challenges currently facing the toy industry, and how is Basic Fun! addressing it?

I see our biggest challenge as continuing to build scale quickly, efficiently, and effectively. Scale is the key as we see it. Exciting things are happening in the middle market with companies that can innovate, move quickly to market, and still offer good value to the trade and consumer. Think about what was hot last year: L.O.L. Surprise, Fingerlings, Hatchimals, Pikmi Pops, PJ Masks, and Roblox, among others. It’s all coming from the middle market.

These companies have the resources, experience, and shelf presence to drive promotion and create winners. We are moving quickly into this space, and with our Cake Pops Cuties and Poopeez lines, hope to have our own breakout this year and firmly position ourselves in the key middle market of the industry.

LAURA ZEBERSKY

LAWRENCE ROSEN

Which trends from 2017 will carry forward, and what new trends do you anticipate for the year ahead?

The digital to physical product trend, which picked up tremendous steam in the past few years, will continue to multiply in 2018.

Original and addictive content is the key to building a trusting and loyal audience in the digital realm and it is the same for building experiential toys. Linking the two worlds is an art that requires an understanding of each capability a partner brings. As we see the digital trend continue and the abundance of content grow, we are also witnessing another trend burgeon, which is the gap in production time from content to physical toy shrink. And, it’s not just a toy, it is a variety of play with a plethora of unique characters. It used to be that you could focus on maybe five primary characters with a few secondary or ancillary characters; however, today the market wants collectibility. With that said, a perfect example of one of our key brands with which we have successfully managed both of these trends is with Roblox. We believe we are going to see a lot more brands such as Roblox and its new brand extension, the Celebrity collection, which launched holiday 2017, enter the market.

Traditional toys continue to be an important part of a wellrounded toy box. Do you think consumers will continue to see value in non-tech toys in the years to come?

There will always be an important place for traditional, nontech toys and they will continue to be a valued commodity to the consumer. Now, more than ever, parents are looking for ways for their kids to be unencumbered by a screen. Our catalog of trendy, creative products, such as our Shimmer ‘n Sparkle Nail Salon and 3D Cra-Z-Gels Sticker Art, offer kids the opportunity to be unplugged and engage in creative, imaginative play, which is important in child development. Most of all, they have fun in an interactive setting while, in many cases, still benefiting from STEM learning. Many of our products, including our Magtastix, Mag-Creator, and Magrific magnetic construction toys teach kids the basic principles of math and science. Particularly, as kids continue to “get older, younger” and the active toy playing age shrinks, younger kids are more apt to become engaged and excited about non-electronic toys. Our items also hit the “sweet spot” for affordability, offering play value at lower price points, ranging from $5–20. Our slime kits continue to do exceptionally well and we expect this trend to continue into 2018.

Other new Nickelodeon Slime items include super cool textures and popular patterns such as unicorn, mermaid, chalkboard, and color-changing slime. Aside from Slime, we also expect it to be a big year for food play items such as our fun Cotton Candy Maker, Ice Cream Maker, and, of course, our iconic Snoopy Sno-Cone Machine.

Chief Commercial Officer, Jazwares What is one of the biggest challenges currently facing toy manufacturers, and how is Jazwares addressing it?

The licensed toy segment is continuously growing. One of the biggest challenges the toy industry is facing, and the consumer products sector overall, for that matter—is the abundance of content and brands that are available to choose from globally. Jazwares realizes this daily. With so much content available on so many different platforms, how do you choose which brand(s) to partner with?

Creating great product is paramount to Jazwares and it is a philosophy that is deeply engrained in the culture of this company.

At Jazwares, we ensure we are on top of creating 360-degree toy experiences for our consumers, from young kids to grownups.

Seeing entertainment come to life in the physical world is a magical experience for us and our partners. We look for partners with the same vision and objectives we uphold, which is to create lasting and empowering brand experiences. Whether it’s a brand that begins on YouTube, TV, or film, the amount of content entering the market is overpowering. We see this challenge of too much content quadrupling in the years to come. Because we believe this challenge is also an opportunity to further pursue creativity and innovation, we use a proprietary evaluation process that is flexible and accommodating to the variety and different life-cycle stages of content offered.

Chairman, Cra-Z-Art

The arts & crafts category has been down the past couple of years. To what do you attribute this, and what do you anticipate for 2018?

Over the last few years, there has simply not been a hot arts and crafts item to drive the category, such as our Cra-Z-Loom did a few years ago. However, we now have the do-it-yourself (DIY) slime craze and our Nickelodeon slime kits are doing phenomenally well and we expect them to remain hot through 2018. At Cra-Z-Art, we’re known for quickly discovering trends. We saw the slime DIY craze start to materialize on social media with viral YouTube videos. We quickly turned around, did a licensing deal with our great partners at Nickelodeon, the iconic home of slime, and began to produce our own kits. We also offer other new DIY kits that are hot and trendy, including Rock Art and Shell Art, as well as make your own Bath Bombs. Kids love do-it-yourself projects that allow them to customize and personalize their creations to match their own artistic expression. The benefits of these kits are they have all the materials you need to make a fun project that’s safe and easy to use.

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TOY FAIR 2018

State of the Industry JOSEPH SUTTON

TONY NORMAN

Managing Director, Jay@Play The plush category has seen growth the past few years. To what do you attribute this, and what do you anticipate for 2018?

Jay@Play’s growth in the plush category has been tremendous this year. We attribute the growth of this category to products that create transformable points of difference.

We have developed two-in-one toys where children are able to transform their doll, plush toy, or collectible into another unique character for double the fun. The two-in-one line is so successful because we are providing the consumer with not just one, but two toys to take home, play, and share with their friends.

We bring our products into consumers’ homes using a strong media plan targeting not only children, but parents and grandparents as well. Our TV commercials, along with our unique music jingles, are the key ingredients for our success.

Jay@Play always strives to ensure that by the time our products hit store shelves, everyone is singing one of our catchy jingles promoting our products. In 2018, there will be an even larger range of toys that our fans can choose from and love just as much as the Original FlipaZoo that started it all.

What is one of the biggest challenges currently facing toy manufacturers, and how is Jay@Play addressing it?

The biggest challenge facing toy manufacturers today is being able to keep the retailers inline with the opportunity for consumers to be able to purchase quality products with not only great features, but at affordable price points.

Our goal at Jay@Play is to continue to TV advertise and promote our products, all while maintaining quality materials at magical price points. With today’s increasing costs of goods, we are being very cautious to ensure we continue to create quality products that will last.

Collectibles and blind packs continue to be in high demand.

Do you see this trend continuing through 2018?

The collectible and blind bag trend was very popular for 2017 and shows no signs of slowing down in the 2018 year.

Children simply love the surprise aspect that blind bags offer and we’ve adapted this trend into both our FlipaZoo and Flip Zee Girls lines. Our competition raises the bar each year in this category and as this trend continues, we promise to increase our level of development and creativity, keeping our loyal fans happy.

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Co-Founder, President, and CEO, HEXBUG Toys that teach STEM skills have come a long way in the past few years. What do you believe is the key to a successful STEM toy or product line?

HEXBUG aims to spark inspiration early with children, and ignite their curiosity as it sets them on a STEM path. Through our experience in education with VEX Robotics, and at home with HEXBUG, we’ve identified that successful STEM toys need to do the following, while still providing a fun play value: • Strengthen fine and gross motor skills and improve hand eye coordination, helping children to gain visual discrimination, practice observation, and learn spatial relations.

• Establish kids’ confidence in creating and building things using their own imagination.

• Develop social relationships through problem solving and playing with other kids.

• Practice math skills, like learning about gear ratios, and begin to understand their real world application.

• Inspire curiosity of engineering by highlighting simple, yet creative, usages of mechanisms, so that children can begin to understand their real world applications.

• Improve computer science skills, such as modular and creative reasoning, as well as computational thinking, through a mix of coding and its relationship with physical products.

While a lot of learning can happen from creative play alone, robotics inherently relates to all facets of STEM, and when students learn through exploration it increases motivation and the desire to succeed.

HEXBUG continues to build and enhance the play value behind its toys. How are you doing this and why is this important?

Identifying the play pattern behind the toy has been a focus of ours for the past couple of years. Through increasing interaction, adding fun themes, and making it easier to understand how to play, we continuously challenge our product development team to find creative ways to bring enhanced play value to our products.

Once we launch a brand of toys into the market, we immediately start listening to our customers—through focus groups and social media—to see how people of all ages are using our creations. As a result, this often leads to fun, creative expansions on existing lines as we find new ways to play. Good examples of this would be the evolution of the HEXBUG nano brand over the years, as well as our HEXBUG BattleBots license. There is so much learning that comes from creative, open-ended play. Delivering “exceptional moments” for our customers is one of our corporate values that is baked into everything that we do.

NEW YEAR, MORE TRENDS The Top Global Toy Trends Poised to Make a Big Impact in 2018

by MATTHEW HUDAK, senior toys and games analyst, Euromonitor International THE GLOBAL TRADITIONAL TOY MARKET is expected to reach $86.9 billion in 2018, a 2.8 percent increase in constant value over last year. Emerging markets and continued growth of licensed toys are top drivers of traditional toy growth, among others, but numerous factors will be at play to make 2018 the biggest year of traditional toy sales yet.

TOY MARKET FOR ADULTS EXPANDS The games and puzzles category has grown rapidly in the U.S., reaching a new high of 15 percent growth in 2016, primarily due to the growth of hobby board games such as Codenames and Days of Wonder.

This growth signals an increased demand for toys among adults in the U.S., as these games are frequently favored for parties and other social occasions. This adult toy market is not just restricted to the U.S.; and many other developed markets are expected to see higher traditional toy growth for adults than for young children. Millennials in developed markets are largely delaying or choosing

not to have kids. With no children, many of these adults have more disposable income to spend on themselves than parents of the same age. Traditional toy and game makers have a major opportunity if they can appeal to this group of childless adults in 2018. This includes toys that hold a nostalgic appeal, such as retro toys, toys with older licenses, or toys that can be played in a social setting.

LICENSING CONTINUES TO LEAD TOY SALES Licensing is driving traditional toy sales in 2018, growing by 5 percent in constant value terms. While sales of licensed Star Wars toys will likely dip compared to last year due to the lack of a film release for the primary franchise, there will be numerous other major film releases that will help drive up demand for licensed toys throughout the year, such as Avengers: Infinity War. In addition, kids now have increased media access because many of them own smartphones. This creates a wealth of new areas to draw on for intellectu-

Source: Euromonitor International

al property, such as local licenses and video games, which will help continue to grow the influence of licensed toys.

SMARTER TOYS FOR SMARTER PLAY Demand for toys that offer greater interactive play, namely interactive robotic toys, will likely be in higher demand this year, especially as the toys-to-life market begins to completely fade with the loss of Disney Infinity, and more recently, Lego Dimensions.

Interactive toys offer many of the reactive and responsive play elements that toys-to-life products became popular for, can integrate with smartphones and tablets, and can be used as an educational tool for skill development—in particular, coding. As many parents increasingly see coding as an essential skill for their child’s future, interactive robotic toys and many other educational products will likely see a greater focus on coding in 2018.

EMERGING MARKETS MAKE AN IMPRESSION Emerging markets are expected to grow faster than developed markets for toy sales globally, growing by 5 percent in 2018, and there will be a shift in which key emerging markets lead growth. China will continue to be a leading toy market, and toy sales in the country will increasingly be driven by income gains and more premium products due to child population growth slowing. India will see high child population growth, which, combined with income gains, will help ramp up toy sales. Other markets, however, will not likely return to historic growth, such as Russia, which faces low child population growth prospects or Brazil, which continues to face macroeconomic problems. » Matthew Hudak is a toys and games analyst for Euromonitor International. In his role, he researches and writes on the global market for toys and video games, and drives analysis on the ever-evolving ways children and adults play.

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SPECIALTY TOYS & GIFTS

THE HOTTEST Trends of 2018

Where to Look and How to Capitalize on Them

by CHRISTINE OSBORNE, owner, Wonder Works; principal, Christine S. Osborne LLC I AM OFTEN ASKED THREE THINGS: WHAT item is trending? How do I find sources for the trending product? Will this trend really help my business? Here are tips on how to spot toy trends and capitalize on them.

WHY YOU SHOULD CARRY TRENDING ITEMS The fourth quarter can make or break a specialty toy store. Many have gone from doing 60 percent of their yearly business to only 30 percent during the last three months of the year. I recently spoke with a colleague who was concerned because his business was down 40 percent for the first week in November, yet another colleague’s business was up 40 percent for the same time period. The difference? The second specialty business carried two trending items: Fingerlings and squishies.

Trends will consistently bring customers into your store. Customers understand that their local specialty toy store is the location to find a trending item first, as specialty retailers capture and test them in the marketplace. Neighborhood toy stores are able to move quickly to create displays, market, and provide necessary explanation—and even promotions—for trending products. Traffic into stores and consistent sales are bread and butter for a specialty retailer, and trends are an easy way to create and increase both of these.

HOW TO SPOT A TREND AND CAPITALIZE ON IT Retailers in particular will notice reoccurring themes among showrooms at trade shows. It may be as subtle as a particular color, as in-your-face as sloths everywhere, or even as simple as retro items making a comeback. Take advantage of the surrounding experts, and have a frank discussion regarding what trends they are seeing for the year. Too often retailers bring their personal reactions

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into play. Imagine if a retailer had a personal aversion to the Rainbow Loom kit or Webkinz plush? These were both trends that not only allowed my stores to stay in business, but also brought in enough revenue to open a new store, refresh their floors from carpet to laminate hardwood, hire assistant managers, and open a central distribution warehouse. I was able to do all of these things as a result of capitalizing on trend profits and the willingness to take a chance on certain items.

Retailers are risk takers. They open their first store not knowing whether it will succeed. They continue to take risks by bringing in the hottest items—lower quantities at first to test, then exponentially increasing future orders—while they vigilantly track sales to recognize when they are no longer trending.

THE TRUE “GOLDEN NUGGET”— FINDING EXPERT SOURCES Finding expert sources for toy trends may involve a manufacturer, such as Corey Glassberg from Top Trenz, who provides expert advice and quality trend products. Manufacturers like Glassberg will share accurate information regarding the trending item’s arrival date, suggested order quantity, and predictions of trend longevity. He has worked in the toy industry for more than 19 years and sees a great future ahead for those retailers that embrace trends and understand the marketing power they hold. Glassberg is currently working with specialty groups on new sequin products, slime, and squishy products for this year. He began taking orders as early as November for arrival in February.

Additionally, fully utilizing other Pikmi Pops, from Moose Toys

retailers for their expertise and advice makes an incredible impact. Rick Derr of Learning Express Toys in Lake Zurich, Ill., is always among the first to embrace a trend and thus provide the community with a location to experience the hottest new items on the market. He strongly feels that retailers who change with the times, broaden their offerings, and think outside the box will consistently have an easier time increasing their market share and profitability.

For this year, he sees the tween category as a large opportunity for specialty toy stores to capture gift, jewelry, and room décor sales. “I have steadily seen an increase in this population and sales year after year,” says Derr. He also predicts strong in-store sales next year by offering jewelry/accessories, pillows, and light fixtures for teens and tweens. He predicts that Fingerlings, sequins, and squishies will continue to trend high into 2018. Sharing this trend knowledge with other retailers helps the entire industry.

Aric Klar, principal of On Trend Goods and owner of Toyology Toys, is a cross between a manufacturer and a specialty retailer. This combination

SPECIALTY TOYS & GIFTS

Silly Squeaks, from Blip Toys

lends to sustaining the industry in multiple ways. Not only does he represent great specialty items to consumers, but he brings them to market early, getting a read for the entire industry.

Klar states that jumping on trends early is crucial to a store’s market share of any trend.

He advises to buy smart and often, and not to place one giant order for the trending product in order to avoid sitting on trending items that phase out. He predicts that magnets will be hot this year. Finding colleagues like Glassberg, Derr, and Klar are “golden nuggets” for your business and for the specialty industry.

Rep and distribution groups are another keystone for trend product acquisition.

Diverse Marketing has even positioned a vice president of marketing and product discovery, Steve Starobinsky, in the marketplace to find and share information on new trends.

Starobinsky’s expertise lies not only in spotting future trends, but breaking down these trends so retailers can understand the impact the trends will have on the industry and their businesses. His availability and involvement with retailers and manufacturers alike provide an atmosphere of global sharing unparalleled in the industry. See Starobinsky’s trend outlook for the year below.

Sandy Ruben, from Sandy Ruben and Associates, recently formed a Hot Toys Trending Group of expert retailers who provide bimonthly information on trend development to the specialty toy industry. Ruben’s acute awareness of trends and his ability to capitalize on them and share with both retailers

and manufacturers provides a cornerstone for sustainability of the specialty toy industry. As a former specialty toy store owner, his intense knowledge of the business provides retailers with a calm reassurance in utilizing their intuition to make trend-buying decisions.

He shares that based on communication with other stores, trade journals, shows, and previous work experience, more often than not, retailers are able to get it right. Most of his buyers’ strength is intuitive buying, but he also encourages buyers to use their analytical/number-based reports to support their decisions. His Hot Toys Trending Group strongly points to unicorns, llamas, and pandas, as well as awareness of elephants, as trends for this year.

Jayson Esterow, from License 2 Play, notes that home-grown brands marketed the correct way provide huge opportunities for trend development. Esterow points to Moose Toys’ Shopkins and Pikmi Pops, WowWee’s Fingerlings, Cepia’s Magic Wands, and Spin Master’s Hatchimals as a few examples of these store drivers.

Simple tech toys, such as Little Live Pets, provide hours of play, along with little to no mess. DIY (Do It Yourself) Kits such as messfree slime and bath bomb kits will continue to be popular this year. Marketing channels for these brands vary from TV, digital, and YouTube to school and event giveaways.

Hot new trending predictions for this year include Topps’ new Ring Pops with a collectible ring and surprise puppy figure inside, and Blip’s Silly Squeaks musical pets, each with five songs and 16 surprise silly sounds.

Whether you use your gut instinct, other retailers, manufacturers, rep groups’ highlighted products at shows, publications, or digital avenues, trends are a continual avenue of income and sustainability for the brick-and-mortar specialty toy store. Trends warrant special consideration, as they often can keep stores thriving.

STEVE STAROBINSKY’S 2018 MARKET TREND PREDICTIONS • Retro Gaming: Nintendo, Super Nintendo, Atari. The new movie Ready Player One will premiere this year and serve as a two-hour commercial for retro gaming.

• Everything ‘90s: Denim jackets, bedazzling, Saved By the Bell, K-Swiss, Nautica, dad jeans, Lisa Frank, and more are all making a comeback.

• “The Reveal”: collectibles are less about the actual toy and all about how you reveal what’s inside. It’s the unboxing trend taken home.

• Licenses to watch: Cup Head, Exploding Kittens, Aggretsuko, Hello Kitty & Friends, Bob Ross, and Aladdin. » Christine Osborne is the owner of four award-winning and industry-leading toy stores, Wonder Works, and the principal of Christine S. Osborne LLC. She brings magic to the Lowcountry through her spirit and enthusiasm, and her stores celebrate the power of a single child. Wonder Works aims to inspire creativity and wonder through hands-on play. The company’s passion lies within the growth and development of child entrepreneurs, entertainers, and charities.

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TALKING SOCIAL MEDIA

ARMY BUILDING

ASSEMBLING BRAND AMBASSADORS TO CHAMPION YOUR BRAND

by JAMES ZAHN, publisher, The Rock Father Magazine IN THE ACTION FIGURE WORLD, “ARMY building” is the process in which kids and collectors rally the troops—assembling a full crew to carry out imaginary missions.

Whether it’s Gru’s Minions or Imperial Stormtroopers, the right army can make a big impact. Standing out among the ranks of the troops are the “specialists”—members of the team who look a little bit different, a distinction that they have an additional skill set or niche. When working with influencers, digital content creators, bloggers, or writers to help champion your brand, the same rules apply, but since your mission has real stakes, you want to make sure that you assemble the right crew, and that means knowing how to work with them.

REVIEWS VS. SPONSORED POSTS Whether you’re launching a new toy or looking to bring some new attention to an existing line, sponsored posts can cut through the clutter and make sure that consumers see your products. Sending out review product is great, but reviewers are under no obligation to publish coverage.

With the volume of products that many influencers receive on a weekly basis, even with the best intentions, there’s no way to cover everything. Setting aside a proper budget for activations is essential to make sure that your toys rise to the top of the pile for a proper feature—not just a review or an on-the-fly social post.

As the media landscape continues to evolve, many lines continue to blur and some key distinctions need to be made. You should never pay for reviews. As always, you can provide free product for review, and the writer is permitted to share their honest thoughts, positive or negative. Once money changes hands, any coverage published on a website, blog, YouTube video, or social platform becomes an advertorial feature, and all parties need to honor and adhere to the

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ever-changing FTC guidelines (see page 262).

If you wish to control the message, a sponsored post can ensure that key messaging gets relayed to the audience, but it needs to be done in an honest manner that’s not blatantly ad-speak. By hiring an influencer of any kind, you’re buying into their unique voice and style and renting the ear of their audience. Trust them. Good branded content will captivate—not alienate—and followers will react to content that’s honest, whether it’s sponsored or not. To remain pure, the content creator needs to genuinely love the toys that they’re discussing.

BRAND AMBASSADORS = TRUE PARTNERS Sponsored campaigns often cast a wide net for a product launch, but whatever gets created is usually one-and-done. These relationships are not necessarily long-term.

Focusing on cultivating a smaller group of brand ambassadors can create enthusiasm that will last much longer. An ambassadorship is a mutual privilege for both the sponsor and the influencer with whom they partner.

Everyone has a legacy behind their name and the building of their personal brand.

An ambassador becomes an extension of your marketing team. Fans first, their love of your toys will shine through. They’ll share your message across multiple platforms throughout the year, and their audience will come to expect your news to come through them. You’ll be able to work together to create content that everyone can be proud of, and in many cases you will find that some of the best content creators out there are ones that don’t necessarily have the biggest built-in audience. Craft your agreements so that this fantastic content (images/video/ writing) becomes repurposable and re-shareable with proper credit and compensation.

You’ll be sharing fantastic content on your platforms, while the smaller influencers have the opportunity to grow. You reach their

audience, while they reach yours—everyone wins together!

PROVIDE PROPER COMPENSATION In 2018, I shouldn’t even have to remind people of this, but brand ambassadors should always be paid. In the past year, I’ve seen an alarming trend in which large companies that should have decent budgets attempt to launch campaigns by pitching unpaid opportunities.

If you received a contract that came with a six- or 12-month editorial calendar of content to be created by you, and shared across several of your platforms, what would you say if the terms were that you’d be doing it unpaid or in exchange for “swag?” Sadly, I’ve seen this too many times.

BUILDING YOUR A-TEAM When partnering with influencers for longterm ambassador programs, look for those specialists. Accent your army with colorful characters skilled on a specific platform.

While many will excel across platforms, some may be giants specifically on Twitter, Instagram, or YouTube.

The key to successfully working with brand ambassadors is to treat them like members of the family. They’re independent contractors, but they’re out there on the frontlines, delivering your message to the masses, hitting those nooks and crannies that traditional marketing might miss. »

Best known as The Rock Father, James Zahn is a writer, actor, toy aficionado, husband, and father of two young girls, in addition to being a media personality, commentator, adventurer, and overall raconteur. He’s also worked as a brand ambassador and consultant for several toy brands.

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EVERY HOT WHEELS CAR CREATED IS ON THE FOREFRONT OF DESIGN AND PERFORMANCE...

What is it like to lead the global design team of the No. 1 selling toy in the world?

Hot Wheels is a brand that spans threegenerations of consumers, and it’s an honor to work on a brand that so many people have grown up with. I feel like I have one of the best jobs in the world, I get to share my passion for cars, toys and design, in addition to working with a team that is smart, dynamic, passionate and FUN!

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How has Hot Wheels’ design changed over the past 50 years?

With the growth of technology and new processes Hot Wheels design has evolved over the past 50 years, and the outcome every year is to create some of the coolest-looking toy cars on the market. What hasn’t changed is that every Hot Wheels car created is on the forefront of design and performance.

What is your design team’s background?

The Hot Wheels design team is a group of passionate professionals that come from all walks of design-automotive, entertainment, action sports and industrial. Every person on the team brings a different perspective and the result is always a product that delivers thrilling vehicle experiences.

What is your all-time favorite Hot Wheels toy?

Hot Wheels Criss Cross Crash has been in the Hot Wheels line for almost 40 years, and to this day it’s one of the bestselling track sets. Every time you put this toy in front of a kid they are mesmerized by the racing, crashing and smashing.

What is happening in the Hot Wheels world in 2018 that you are most excited about?

Hot Wheels has a ton of new toys that play into the entire system of play, but I am most excited about Hot Wheels Augmoto hitting shelves later this year. When we incorporate digital into a toy we want to make sure it enhances the play experience and this toy does just that.

Hot Wheels Augmoto is the first racing platform that combines gameplay of Hot Wheels electric cars and AR technology to provide the next generation of smart racing.

Kids can race their cars on a physical track and bring the set to life with a loop of fire, oil spills, fireworks and a recharge pit lane.

This toy takes what is great about classic Hot Wheels play and brings it to life in an engaging way through digital.

What car do you drive?

A Black Porsche 911S, with Hot Wheels stickers on the windows. Each sticker adds 30HP!

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Answers:

1. HOW MANY Hot Wheels have been produced since 1968?

a. 50 million

b. 68 Million

c. 6 Billion

d. 68 Billion

2. Which was the FIRST Hot Wheel’s DIE-CAST car off the line?

a. Deorra b. Silhouette

c. Custom Mustang

d. Custom Camaro

3. How many Hot Wheels are produced per YEAR?

a. 100,000

b. 1 million

c. 519 million

d. 968 million

4. How many Hot Wheels are produced a WEEK?

a. 10,000 b. 200,000

c. 1 Million

d. 10 million

5. How many Hot Wheels are produced per SECOND?

a. 6.5 b. 10

c. 16.5 d. 21.5

6. How many WHEELS are produced per year?

a. 900,000

b. 2 billion

c. 10 billion

d. 136 billion

7. How many MILES OF ORANGE TRACK are produced each year?

a. over 6,000 b. 10,000

c. over 50,000 d. 100,000

8. How many DIFFERENT variations of Hot Wheels cars exist?

a. 20,000 b. 35,000

c. 68,000 d. 89,000

9. HOW MANY Hot Wheels does the average kid own?(in the US)

a. 12 b. 35

c. 45 d. 68

10. How often is #HOTWHEELS shared on social media?

a. every 30 seconds

b. every 2 hours

c. once every day

d. 10 times every week

11. Hot Wheels have remained about $1 for how long?

a. Since 2000

b. Since 1981

c. Since 1975

d. Since 1968

12. Which was the FIRST LIFE-SIZE Hot Wheels

replica car, built?

a. Rodger Dodger

b. Deorra II

c. Twin Mill d. Boneshaker

1. 6 Billion 4. 10 million 7. over 6,000 10. every 30 seconds

2. Custom Camaro 5. 16.5 8. 20,000 11. Since 1968

3. 519 million 6. 2 billion 9. 45 12. Twin Mill

TOY FAIR 2018

What’s New TOMY TOMY’s Lightseekers line expands with the Everok and Noxin Hero Packs. Designed for kids ages 8 and up, Lightseekers is a next-generation adventure role-playing video game that connects smart action figures, trading cards, and augmented reality. The Everok and Noxin Hero Packs each include a 7-inch smart action figure and an augmented reality trading card. Kids can scan the card in the video game to see the effects and summon a follower to aid in either adventure. The FusionCore is sold separately.

TOMY will also introduce the Lightseekers Trading Card Game Intro Pack.

Kids can play the Lightseekers Official Trading Card Game with a friend using the Tech and Storm Order. They can scan each card into the Lightseekers video game for augmented reality effects, rewards, and in-game abilities.

The Pokémon Z-Power Ring Set lets kids have a more in-depth, special effects-filled experience with the Pokémon Ultra Sun and Pokémon Ultra Moon video games. It also features a role-play mode that turns kids into Pokémon Trainers. Designed for kids ages 4 and up, the Pokémon Z-Power Ring Set includes the Z-Power Ring, two Z-Crystals, and a 2-inch Mimikyu figure.

WILD REPUBLIC Wild Republic expands its Nature Tubes line with 15 new play sets, featuring fairies, mermaids, the wild west, pets, farm babies, whales and dolphins, ocean babies, and more. Each tube includes 12 pieces ideal for beach or bath time play or school projects and dioramas.

The company’s Bucket Sets will also get an update, with insect, mermaid, ocean, animal, and dinosaur play sets.

The reusable plastic buckets feature themed foil-print art designs and transparent locking lids.

Each set contains 23 to 36 figurines in varying sizes.

MUKIKIM Mukikim, the makers of Rock and Roll It—Piano, will introduce the SpecDrum, an electronic drum kit. Kids can learn the basics of rhythm through a spectrum of color with this drum kit. Designed for kids ages 6 and up, the kit teaches kids to keep the beat with color-coded drum pads and a color-coded instruction booklet to guide them through the beginner basics. This flexible silicon rubber drum kit features a colored palette of five drums and four cymbals, high-hat and bass pedals, drum sticks, and headphones. The control unit manages seven different drum styles, demo rhythms, and tempo control. It also features record and playback settings so kids can listen to their favorite tracks over and over again.

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TOY FAIR 2018

What’s New VTECH/LEAPFROG Since coming together more than a year ago, VTech, known for its innovative products that enrich children’s development and make learning fun, and LeapFrog, known for its toys that combine education, technology, and engaging play, had runaway success. Following the sell-out of the VTech KidiBuzz and LeapFrog Scoop & Learn Ice Cream Cart during the holiday season, both brands will add exciting new additions to their lines.

The brands will continue to complement each other through their new introductions; VTech will offer products that foster imagination, discovery, and developmental milestones through playful innovation, and LeapFrog will offer learning toys that create a foundation for future success by exposing kids to important early skills, such as vocabulary, letters, emotions, and more.

VTech’s Go! Go! Smart Wheels line offers toddlers engaging play experiences to spark their imaginations. The introduction of a new police tower play set will let kids pretend to serve and protect while exploring SmartPoint locations throughout. And, for the first time, VTech will offer licensed Go! Go! Smart Wheels, featuring familiar characters kids will love.

Building on the continued success of its lifestyle electronics for kids, VTech will extend its Kidi line of electronics to include a new karaoke machine, a microphone, and a high-tech journal. Additionally, the DigiArt line, which brought technology and innovation to the arts and crafts space, will expand with accessories to enhance children’s creative experiences.

Parents can enrich their children’s play experiences through discovery with VTech’s baby, infant, toddler, and preschool lines, filled with products designed to engage and encourage little ones. The new collection includes baby toys that offer sensory experiences and on-the-go fun, as well as infant and preschool toys that encourage milestones and interactivity, such as an activity center, a new walker with fresh updates, and a tabletop soccer toy.

An innovative new addition to the LeapFrog LeapStart platform will combine engaging animation with physical print books to deepen learning, bring pages and activities to life, and deliver a magical learning experience. In addition, the LeapStart library will continue to expand with popular new licenses.

LeapFrog will build on the success of its Scoop & Learn Ice Cream Cart by adding engaging new products to its Infant and Preschool collection. The line will offer the fun learning experiences consumers expect from LeapFrog, including a multi-use walker featuring a favorite LeapFrog character, a bilingual word book that teaches 100 first words, a play station filled with activities, and an on-the-go alphabet learning toy.

On-the-Go Baby Driver

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My First Learning Tablet

EDUCATIONAL INSIGHTS Educational Insights will introduce the Talking Globe, a smart globe that features smart pen technology and thousands of facts to give kids an interactive learning experience. Kids press the smart pen to any spot on the globe to hear fun facts, play quiz games, and more.

They can also touch two cities to find out how far apart they are. The globe features the voice of Bindi Irwin, and will help kids learn about continents, countries, U.S. states, animals, and nature. Designed for kids ages 4 and up, the Talking Globe will be available this spring.

Designed for kids ages 3 and up, My First Workbench encourages imaginative play and features a kid-friendly hammer, an electric bolt driver, 60 colorful bolts, and 60 nails.

Kids can hammer and drill directly into the bench to create colorful designs, and store everything inside the drawer when they’re done.

KD GROUP ALEX BRANDS ALEX Brands introduces Slinky Racers, a new way to play with the classic Slinky toy. Kids clip the Slinky to a door, a table, or another connectible surface, and let the mini car race down the Slinky.

ALEX Brands will also add to its Janod line of wooden learning toys.

My Dog pull-along toys are made of durable wood and non-skid, rubber-rimmed wheels.

The pups are available in Beagle and Bulldog styles, and include a box-shaped carrying kennel.

ALEX Brands will add to the Original Big Wheel brand with new Big Wheel product designs and colors.

Slinky Racers

KD Group’s KD Interactive division will introduce MyLoopy, a new robotic friend created by scientists at LocoRobo. MyLoopy uses eight different sensors—light, tilt, motion, touch, temperature, proximity, gesture, and sound—and artificial intelligence (AI) to engage kids through imaginative visual and auditory play. The 3-inch robot responds to its environment in real time and will learn as it interacts with kids. Turn off the lights and MyLoopy will go to sleep or start a dance party. Kids can also make a loud noise to scare it.

Depending on the temperature, MyLoopy will shiver if it gets cold, or complain if it’s too hot. It also features hundreds of jokes and responses.

When kids pair the robot with the MyLoopy app for iOS and Android devices, they can learn how to code the robot’s responses and play in an augmented reality (AR) world. MyLoopy also features multi-color animations and LED eyes that reflect its emotions and reactions. Designed for kids ages 4 and up, MyLoopy comes with a rechargeable battery and will be available in the fall.

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TOY FAIR 2018

What’s New MOOSE TOYS Designed for kids ages 5 and up, Moose Toys’ Little Live Pets S1 Lil’ Cutie Pup interacts with kids and responds to their touch. Kids can pat their Cutie Pup to hear a song, and collect all four Lil’ Cutie Pups, including Starbow, Sprinky, Pawberry, and Ruby.

Little Live Pets Baby Chick S2 Single Packs feature eggs that hatch to reveal a surprise hidden inside. Kids can watch as the chick comes out of the egg, chirps, and hops to life. Designed for kids ages 5 and up, the collection includes Candy the Bubbly Gum Chick, Pipseed the Watermelon Chick, Pipsy the Strawberry Chick, Chillsy the Snow Chick, Sprinkles the Donut Chick, Twinka the Starry Chick, and the limited-edition Diamond Chick.

KIDKRAFT New from KidKraft is the Farm to Table Play Kitchen with EZ Kraft Assembly. Kids can tend to the window box with planted carrots and purple onions, and pull and chop them using the wooden knife on the cutting board. Little cooks can also sauté the veggies on the cooktop, which features light and sound motion sensors. The set features a large farmhouse sink with lights and running water sounds, a refrigerator with a working icemaker, and two woodprint storage crates. The hanging hooks hold the included spatula, pot, pan, and chalkboard on which kids can write the daily specials.

The Speedway Play ‘n Store Activity Table has multiple shelves on the grill, sides, and bumper so kids can show off their racers. The table features a 360-degree design to offer kids plenty of play space. Kids can use the die-cast cars on the smooth tabletop or race them down the built-in track. The four track connectors allow kids to create a unique racetrack, and a hidden storage compartment makes for easy clean up. Designed for kids ages 3 and up, the activity table will be available this August.

The Building Bricks Play ‘n Store Table is a full-sized building brick table complete with 210 building bricks. The 360-degree play space allows multiple kids to play together. Little builders can play with the table open to create two play spaces, or they can close the table to play on one Adventure Town Railway Train Set & Table large space. The pinch-free design allows little fingers to safely open the tabletop and push the building blocks into the center storage bin when playtime is over. If kids don’t finish their projects, they can slide out the side storage bins and place the unfinished creations inside to be completed later.

Celebrating 50 years, the Adventure Town Railway Train Set & Table with EZ Kraft Assembly features a new, innovative folding design for kids ages 3 and up. Parents can quickly assemble the wooden play table with the EZ Kraft Assembly, and the 120-piece set features a solid wood train track and accessories made of plastic and wood.

Also celebrating 50 years is the Uptown Espresso Play Kitchen with EZ Kraft Assembly, which features dark wood details and marble-inspired countertops. Kids can pretend to cook imaginative meals with the new cooktop and griddle with light and sound motion sensors. Little chefs can also cook play food in the microwave with lights and sounds, and prepare beverages using the functioning icemaker, which dispenses plastic ice cubes. Kids can also rinse off dishes in the sink using the faucet’s red and blue labels to indicate hot and cold water, and stack dishes in the dishwasher. The refrigerator, deep freezer, and shelf space teach kids how to organize pots, pans, and play food.

Designed for kids ages 3 and up, these new KidKraft sets will be available this August.

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TOY FAIR 2018

What’s New BASIC FUN From Basic Fun!, Ms. Pac-Man Mini Arcade Game and Tetris Arcade Game are retro-styled mini arcade games that look, sound, and play like the original.

My Little Pony Collector Ponies Players can move Ms. Pac-Man through the maze to eat Pac dots while avoiding the ghosts.

In Tetris, players move and rotate the shapes as they fall to build complete lines and score points. Designed for kids ages 8 and up, the newest arcade games will be available this fall.

Basic Fun! will celebrate the 35th anniversary of the My Little Pony brand with My Little Pony Collector Ponies, which will be available this spring. The line includes the original six ponies: Blue Belle, Cotton Candy, Butterscotch, Snuzzle, Blossom, and Minty. The ponies feature long hair for kids to comb and style. Suitable for kids ages 3 and up, each pony includes a comb, a ribbon, and a mini collector poster.

Designed for kids ages 3 and up, My Little Pony Rainbow Ponies re-creates the original six Rainbow Ponies: Sunlight, Starshine, Windy, Parasol, Skydancer, and Moonstone. The ponies have long hair and unique scents, and each comes with a comb, a ribbon, and a mini collector poster. The line will be available this spring.

My Little Pony Pretty Parlor Playset includes a grooming stand, a mirror, a comb, a saddle, a bridle, hats, and more. The set comes with an exclusive Peachy pony and her pet cat Twinkles, and closes up for on-the-go play. Designed for kids ages 3 and up, the play set will be available this fall.

Inspired by the original ‘80s doll, the Strawberry Shortcake Classic Mini Doll with Pet line features the same details, including hats, shoes, scents, and pets. The dolls are available as Apple Dumplin’ & Tea Time Turtle, Cherry Cuddler & Gooseberry, and Apricot & Hopsalot. Designed for kids ages 3 and up, the Strawberry Shortcake collection will be available this spring.

SCHLEICH Caravan for Club Meetings

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Schleich adds the Caravan for Club Meetings to its Horse Club line. The Horse Club is made up of four horse enthusiasts—Hannah, Sofia, Lisa, and Sarah—and this play set is the perfect place for them to have secret meetings. The set includes figures and accessories that can all be stored in the Caravan, so kids can take it on the go.

The Dinosaur Set with Cave is a large and rocky play set with functions that provide tons of imaginative and creative play. It also includes three handpainted dinosaurs. Both the Horse Club Caravan and Dinosaur Set are designed for kids ages 5 to 12.

The Large Farm is the newest addition to the Farm World line.

The modular farm comes with numerous accessories and figures, including the parents, Laura and Paul; Milo the beagle; and Pinky the Pig. New to the Wild Life line is the Off-Roader with Winch. With this play set, kids can go on an adventure with a special monkey, a realistic winch rope to help get the off-roader out of trouble, and 10 accessories in total. Both the Farm World and Wild Life play sets are designed for kids ages 3 to 8.

These new Schleich products will be available in July.

TOY FAIR 2018

What’s New HEXBUG

TOY STATE

HEXBUG will introduce Robotic Soccer, a mix of technology and sports that delivers a real-world play experience.

Kids can choose a robot, customize it with decals, and then use it to kick balls into the goal. Each robot uses a magnet and a cam-powered kicker, which lets the robot hold onto the HEXBUG Robotic Soccer ball until kids are ready to release it.

The Ring Rover Stunt Set is a stunt park set featuring a BattleBot that runs on two rotating rings. Kids can spin, tumble, and flip the robot over to watch it regain its balance. Create unique ramp combinations to practice new tricks, and take advantage of two speed settings to drive in regular mode or turbo mode.

The BattleBots Build Your Own Bot set includes everything kids need to engineer their very own fighting robot. These customizable machines are miniature versions of the ones seen on TV, and deliver more than 100 possible battle armor configurations.

HEXBUG will also introduce BattleBots Arena Pro, an arena set modeled after the one used in the hit series, BattleBots. Kids can suit up their robots and prepare for battle within the confines of the arena, and challenge their friends thanks to two included customizable Build Your Own Bots.

All of the above items are designed for kids ages 8 and up and will be available this fall.

This fall, Toy State will launch a full line of products for the new Netflix series True and the Rainbow Kingdom, including figures, plush, play sets, and dolls, marking a major expansion into new product categories as part of the company’s overall global growth strategy.

HASBRO

Marvel Black Panther Vibranium Power FX Mask

Inspired by Marvel’s upcoming Black Panther film, Hasbro introduces a new line designed for kids ages 5 and up. The Marvel Black Panther Vibranium Power FX Mask features a flip-down lens for two ways to play, and has a button on the side for light effects. The Marvel Black Panther Vibranium Power FX Claw features slashing sound effects and lights that are activated with surface contact. The Marvel Black Panther Nerf Vibranium Strike Gauntlet looks like the head of a panther and is inspired by the technology worn

by Shuri in the movie.

Hasbro will expand its My Little Pony line with the My Little Pony Singing Rainbow Dash Figure. Designed for kids ages 3 and up, the pony figure sings five songs and says phrases when kids press her cutie mark. She comes with sunglasses and a microphone that kids can use to join in on a duet.

Hasbro introduces two new play sets, inspired by the storyline in My Little Pony: Friendship Is Magic season 8, designed for kids ages 3 and up. The My Little Pony Pinkie Pie Beats & Treats Magical Classroom comes with a 3-inch Pinkie Pie figure and is double-sided so kids can play out baking lessons on one side and musical fun on the other. The My Little Pony Twilight Sparkle Magical School of Friendship play set includes a 3-inch Twilight Sparkle figure and school accessories, and features a working elevator, lights, and lockers.

The Beyblade line expands with the Beyblade Burst Evolution Switchstrike Starter Pack and the Beyblade Burst Evolution Star Storm Battle Set. Both feature new Beyblade Switchstrike technology that lets kids switch up their striking powers and customize the course of battle. Kids scan the code on the Beyblade Burst Switchstrike tops’ energy layer to unleash the tops in the Beyblade Burst app, and watch their tops burst into pieces.

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TOY FAIR 2018

What’s New ODYSSEY TOYS Wise-Pets, from Odyssey Toys, are cuddly smartphone and tablet protectors designed for kids. These characters feature a pocket in which kids can slip a smartphone or tablet of any size. Kids can enjoy games, movies, or other apps while protecting the device from messy fingers, scratches, and cracks. The characters also come to life with a free app featuring age-specific gaming and kidsafe online streaming. Wise-Pets is a travel accessory that can be mounted in a car, a plane, or a crib.

Designed for kids ages 8 and up, Wind Striker is an augmented reality (AR) bow and arrow. Advanced AR technology lets kids save the day from threats, such as dragons, barbarians, or wild ducks while they play through the six different game themes. A phone holder and free app is included.

Odyssey is also introducing the Upshot Bow & Arrow, designed for kids ages 12 and up. The AR bow and arrow sets the stage so gamers can feel like they’re hunting in a jungle, exploring in a fantasy world, hunting ducks in a forest, and various other scenarios that test their accuracy and skill. The player’s phone attaches to the bow and a free app is included.

PACIFIC PLAY TENTS Pacific Play Tents’ Farm Fresh Playhouse is a tent that lets kids pretend to be farmers and sell their goods from farm to table.

This 48- by 38- by 48-inch tent features durable polyester fabric designed for indoors and outside. The Farm Fresh Playhouse is constructed of double-stitched seams; radius-cut hook and loop fasteners; and Super Poles that ensure safety and security, are color-coated, and come with a sturdy carrying bag for simple set-up and storage.

The Gingham Playhouse features a printed classic gingham pattern. The roomy 48- by 38- by 48-inch tent will inspire classic play. The tent requires simple assembly with color-coded poles and pull-over fabric, and has peek-through mesh panels.

The Chic Boutique Playhouse is a 48- by 38- by 48-inch beauty parlor-style tent that features durable polyester fabric designed for use indoors and outside. The tent is constructed of double-stitched seams, radius-cut hook and loop fasteners, and Super Poles.

Farm Fresh Playhouse The Sparky the Friendly Monster Sleeping Bag and Izzy the Friendly Monster Sleeping Bag are poly-shell sleeping bags that feature playful monster designs. Measuring 28 by 58 inches, these sleeping bags feature a 170T lining, two pounds of fill, and carry bags for easy transport.

All of these items will launch in the summer and are designed for kids ages 2 and up.

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IMAGINE BY RUBIE’S Imagine by Rubie’s, the toy division of Rubie’s Costume Co., will debut products from several feature films in 2018, including Solo: A Star Wars Story, Black Panther, Avengers: Infinity War, Aquaman, Bumblebee, and Spider-Man: Into the Spider-Verse.

Imagine by Rubie’s introduces a Deluxe 2-in-1 Reversible Black Panther Costume Top Set, which includes a reversible Black Panther Costume Top on one side and Black Panther’s Blue and Black Battle Suit on the other.

The set comes with two molded matching masks.

Also new is an officially licensed Hot Wheels (Championship Trophy) Costume Top Set. The Deluxe Set features a padded costume top with zipper and a matching hat. The costumes are available for kids and adults and allow fans to dress up like their favorite character all year round.

TOY FAIR 2018

Talkin’ Toys

YULU: MORE PLAY, MORE FUN The Toy Book chats with Jochem Van Rijn and Thijmen De Schipper, co-presidents of Yulu Toys, about what’s next for 2018.

Tic Tac Tongue

Tell us about YULU’s background. How did the company get its start?

During our time at University in the Netherlands in 2014, we sold our first company to the Netherlands government. With different opportunities coming our way, we chose to follow our passion and start a toy and game company. Our unique difference is that we are focused on building play experiences for kids and adults that combine digital insights along with play innovation to create the best new toys and games. The past year has been a whirlwind with the support we received from customers and retailers worldwide, and our team continues to expand, with our focus on making next year a huge year.

This is your second North American International Toy Fair. What’s new for this year?

Yes, this is our second official Toy Fair!

We are thrilled to expand our extremely successful Spy Code line to a full range of toys for kids and parents. We are also building

our additional brands in other segments behind our Helix line of outdoor games, as well as a broad portfolio of games and skill toys for kids and adults. We are excited about the new Tic Tac Tongue game where kids turn into lizards and compete to get the most bug cards. We have a collection of other surprises in the games category that get kids out of their seats and moving around the house, as well as our innovative next-generation skill toy, called Flip Finz, which challenges kids to master more than 100 different tricks. This addictive toy allows kids to twirl it and flip it and it also lights up, making for awesome tricks both day and night. We can’t wait to show off the great new collection.

YULU’s Spy games line did very well at retail last year. How do you plan to expand on that success?

We were thrilled with the response to the Spy Code line last year. This year, we’re continuing with our Spy Code games Operation: Escape, Break Free, and Safe Breaker to help kids master their missions and become expert spies. We are focused on growing Spy Code and have a lot of great ideas for the future of this brand, and knowing the spy trend is mas-

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sive gives us so much opportunity to grow for years to come.

YULU will continue to expand into the active play category this year. What sparked the idea for the new line?

The early focus of the company began with active play games, and that remains something we are very passionate about. We are fans of competitive activity games, and the Helix brand of games brings new innovation that turns traditional yard games into a modern play experience. Our new line for 2018 includes Helix Power Swing Football and Hyper Ball, Light Up Spinner, and Sling Stix— each brings new technology that helps kids amp up their play to super high performance.

What does the future hold for YULU? As a young new toy company, we couldn’t be more excited for our future. We have an awesome innovations team designing for us that is really creative, and they help us to deliver fun and exciting products for the marketplace. We believe this year we have a very strong and broad line for consumers with a variety of product and price points for retailers, so it’s really a win-win for everyone. »

TOY FAIR 2018

What’s New

Botley the Coding Robot Activity Set

LEARNING RESOURCES Learning Resources introduces Botley the Coding Robot Activity Set, which features step-by-step coding, programming, and critical-thinking challenges. The screen-free robot is ready to use out of the box, and does not require a smartphone or a tablet. Kids can build obstacle courses and mazes, and code up to 120 programmable steps using the remote control. Designed for kids ages 5 and up, the robot incorporates collision detection, loops in to coding challenges, and has hidden features for kids to discover.

Ideal for kids ages 3 and up, the Primary Science Headlamp Projector is a headlamp and projector in one. The headlamp can shine light more than 10 feet and project images up to 4 to 6 feet. Animal-themed discs include color images of mammals, reptiles, and birds.

The Primary Science Solar Lantern is sun-powered and requires no batteries. Designed for kids ages 3 and up, the lantern measures 7 inches tall and features an easy-grip handle for portable play.

Learning Resources introduces Spike the Fine Motor Hedgehog, which encourages kids to give the hedgehog its quills. The hedgehog measures approximately 6 inches in diameter, and can store all of the quills inside. Designed for kids ages 2 and up, the set includes a twopiece plastic hedgehog, 12 pegs, and an activity guide with fine motor, counting, and coloring activities.

Serve It Up! Play Restaurant teaches kids about the food groups and early money-counting skills through roleplay. The placemats provide educational content with restaurant-style kids’ menu activities, and its write-and-wipe materials allow kids to reuse the pieces every time they play. Designed for kids ages 3 and up, the set includes food pieces, plastic plates, pretend dollar bills and coins, a serving tray, write-and-wipe placemats, and a write-and-wipe menu and check.

DGL TOYS DGL Toys will launch Inflate-A-Heroes, its first line of licensed inflatable plush, this spring. Each plush measures 30 inches tall and features a stylized character design.

Marvel Series 1 will include Classic Spider-Man, Hulk, and Black Panther, while other styles will resemble characters from Avengers: Infinity War, Disney•Pixar’s The Incredibles, and Jurassic World.

JAZWARES Jazwares introduces new First Act Discovery products, including instrument sizes designed for smaller players.

Ideal for kids ages 6 and up, the First Act Discovery Sunburst Acoustic Guitar is a 30-inch steel string instrument with great sound and accurate intonation. The guitar features a thin body, making it easy for small hands to reach the strings, while the steel-reinforced neck holds up to continuous use. The included Learna-Chord cards help kids learn beginning chords, and patented string post covers cap the string ends to protect little fingers. String name stickers are also included.

Designed for kids ages 6 and up, the First Act Discovery Blue Stars Drum Set is ideal for little hands and bodies, keeping all items in the set within reach. The set includes a bass drum with pedal, mounted tom and snare drums, a mounted cymbal, and two wooden drumsticks. It also includes an exclusive Color & Shape Learning Guide written by a professional music educator.

Designed for kids ages 4 and up, the First Act Discovery Blue Butterflies Ukulele introduces kids to music-making with guitar-style tuning and nylon strings that make a traditional ukulele sound.

First Act Discovery Blue Stars Drum Set

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TOY FAIR 2018

What’s New PAI TECHNOLOGY Coming this fall, BlockBots, by Pai Technology, are cute, programmable bots that kids build and control using augmented reality. Kids can create, program, and play, using a combination of construction, creativity, and coding. Kids can build their own creations, or follow the in-app instructions to build one of five BlockBots variations. Kids can then control their Blockbots’ movements with an easy and educational programming language. Using internal sensors, Blockbots can be programmed to move, dance, make sounds, and even change light colors. All BlockBots variations come with a unique story and fun game challenges that combine programming and augmented reality effects.

SPIN MASTER MAV, from Spin Master, is a new interactive artificial intelligence (AI) robot with which kids can interact. The robot’s moods evolve over time, and it interacts with kids through gesture, sound, and touch controls. The MAV app allows for extended play, and features additional games for kids to unlock, as well as video tutorials that teach users how to interact with MAV. MAV will be available in the fall and is designed for kids ages 8 and up.

Moonlite is an easy-to-use storybook projector. This small device clips onto a smartphone (not included) and uses its flashlight to project vibrant storybook images onto any surface. The Moonlite app displays story text and plays sound effects, creating an immersive experience for kids ages 3 and up. Moonlite does not use any batteries and is compatible with most Android and iOS devices.

The Moonlite Gift Pack comes with four classic story reels from the Little Golden Books series and one bonus Sago Mini story reel. The Little Golden Books stories include The Poky Little Puppy, The Shy Little Kitten, The Saggy Baggy Elephant, and The Tawny Scrawny Lion. The Moonlite Starter Pack includes two stories that introduce kids to classics, including Goodnight Moon. Slide the story reel into the Moonlite projector (sold separately) to enjoy in-app story text and sound effects.

Spin Master adds to its Hatchimals line with two new creatures from Fabula Forest. The Hatchimals Fabula Forest Puffatoo has patterned fur and an ombre-colored tuft of hair, and the Tigrette has striped fur and shiny metallic ears. Each comes with new games and music, and will repeat back kids’ names.

Both will be available in the spring.

Out this fall, kids can hatch and discover Hatchimals Mystery. Unlike previous iterations of the egg, where kids know which species they will hatch, Hatchimals Mystery features four unique characters with snuggly fur kids can hatch out of one egg. Both Hatchimals items are designed for kids ages 5 and up.

Shredderz is a line of musical toys that let kids sound like an instant rockstar. The Shredderz Guitar Assortment comes with two pre-programmed songs and six different shapes and styles.

The Shredderz Drums Assortment comes with three different drum kit sounds, two pre-programmed songs, and two styles to choose from. Each assortment features four ways to play: karaoke, solo, freestyle, or plug and play. They will be available in the fall and are made for kids ages 8 and up.

Spin Master expands its Zoomer line with Zoomer Zupps Tiny Unicorns, suitable for kids ages 4 and up. Kids can pet their unicorns, brush the mane and tail, press the nose to play a game, and teach it a trick.

Zoomer Hungry Bunnies are bunnies that love to eat. Kids can tickle their bellies and pet their ears and Zoomer Zupps heads to hear responses, or feed them paper food and watch them munch away. Made for kids ages 5 and up, Tiny Unicorn Both Zoomer items will be available in the fall.

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What’s New MY ARCADE Following the launch of its first series of retro Micro Player 6-inch arcade games, My Arcade will expand the line with developer Bandai-Namco. The initial lineup will feature arcade classics such as Pac-Man, Galaga, and Dig Dug. The Micro Player arcades will feature artwork inspired by the originals, full-color screens, backlit coin traps, and ergonomic designs.

My Arcade will also introduce a new line of Micro Arcades, collectible miniature gaming devices, this spring. The handheld devices come in full color with a removable joystick, a built-in speaker with volume control, and a headphone jack. Collectors can choose from games such as BurgerTime, Karate Champ, and Bad Dudes. The games are suitable for kids ages 14 and up.

MATTEL Polly Pocket makes a comeback with Mattel this year with the Polly Pocket World Assortment. Releasing in the fall, each compact Pocket World opens to reveal a theme with surprises, micro dolls, and accessories, and is small enough to take anywhere. The assortment is made for kids ages 4 and up and includes Cake-tastrophe with micro Polly and Shani dolls, a scooter, and a microphone; Flamingo Floatie with micro Polly and Lila dolls, a flamingo, and swan floaties; and Snowmazing Surprise with micro Polly and Shani dolls, a snowboard, and a sled.

Mattel’s Jurassic World line will be available this spring ahead of the June 22 release of Jurassic World: Fallen Kingdom. The Jurassic World Chomp & Roar Mask is based on the Velociraptor Blue, and features realistic details, such as skin texture, color, and moving eyes and teeth. It is made for kids ages 6 and up.

Kids can act out movie scenes using claws just like Blue’s with the Jurassic World Velociraptor “Blue” Claws. Ideal for kids ages 3 and up, the claws are flexible and bendable for dinosaur role-play.

The Jurassic World Pterano-Drone is a quadcopter that takes flight with a handheld remote control.

Designed for kids ages 8 and up, the drone has auto-circle and auto-land features.

Inspired by the movie, the Jurassic World Thrash ‘n Throw Tyrannosaurus Rex Figure comes in a larger size designed for thrash and throw head movements. This figure includes roar sound effects Jurassic World Pterano Drone and is designed for kids ages 4 and up.

SONATA Sonata’s Barbie line is expanding with Barbie Musicals, a double microphone that allows two kids to play at once. Kids can choose to sing along with the pre-recorded tunes that come with the product, create their own solos, or use their own music by connecting their phones. Also new to the Barbie line is Barbie Hairdresser, which offers a large variety of accessories for kids to style with.

The Elena De Avalor Kitchen provides kids with a realistic cooking experience with cookware and sound effects. Sonata is also expanding its PJ Masks line with keyboards, guitars, drum sets, and interactive carpets, all designed to help kids learn about music.

Sonata is expanding its Maki Club collection with the Maki Spa, a pedicure spa that allows kids to relax and play. Also new to the Maki Club line is the Maki Hairdresser, which allows kids to have a beauty session with the included doll.

Elena De Avalor Kitchen

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TOY FAIR 2018

What’s New Calico Critters Town Series

EPOCH EVERLASTING PLAY

Epoch Everlasting Play will add more than 50 items to extend its flagship brand, Calico Critters.

This spring, Calico Critters will introduce a new Nursery Series, including the brand’s first series of blind pack collectibles, Calico Critter Babies, with a Baby Band theme. Designed for kids ages 3 and up, the series will also feature themed ready-toplay environments for the blind bag critters, including Baby Tree House, Baby Castle Playground, and Baby Choo-Choo Train.

Following the release of the Nursery Series, Calico Critters will re-introduce the Red Roof Cozy Cottage and the Red Roof Country Home. Both play sets will be reconfigured for enhanced connectability.

In the fall, Calico Critters will announce 22 new items as part of its largest expansion of the Calico Critters Town Series line. A collection of connectable play sets, Calico Village is home to Stella Hopscotch Rabbit, the older sister of Bell Hopscotch Rabbit. Stella lives within Town in her Designer’s Studio and shops at the Grand Department Store. She can indulge in sweet treats at the Delicious Restaurant and Creamy Gelato Shop, and stroll around town in the Ride Along Tram with her friends Laura Toy Poodle and Lulu Silk Cat.

MERGE VR Merge VR, creators of the Merge Cube and Merge Goggles, introduces the Merge 6DoF Blaster, a new product that blends the digital space with the real world without a virtual reality (VR) headset, but instead by allowing users to explore handheld virtual reality by docking their smartphone into the blaster. Available this summer, the Merge 6DoF (6 Degrees of Freedom) Blaster uses positional tracking technology that allows users to maneuver around virtual worlds by moving, ducking, and jumping in the real world.

Merge will open the Merge 6DoF Blaster software development kit to developers everywhere to build handheld VR and augmented reality (AR) experiences. The blaster features four physical action buttons, giving developers a rich toolset for building complex, inter6DoF Blaster active applications. Dev kits are expected to be available early this year.

Merge will also release the Merge 6DoF Blaster manufacturing specs so manufacturers can create their own blaster-compatible products. Products that meet the criteria will work with the Merge ecosystem and be supported by content from developers and game studios worldwide.

The company will also unveil Merge Mini, a small, lightweight, soft VR/AR headset designed for kids ages 10 and up. The Mini includes all of the original headset’s best features, but is designed to fit smaller hands and faces while still being comfortable for everyone. Compatible with most recent iOS and Android smartphones, Merge Mini will be available this summer.

Merge will also spotlight the recently launched Merge Miniverse (miniverse.io), a guide to virtual and augmented worlds. With hundreds of curated apps and experiences to choose from, Miniverse lets users experience the future of games, 360-degree video, educational apps, holographic toys, and more. Each experience on Miniverse is tested by Merge’s team of experts for quality, age rating, and motion intensity.

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Talkin’ Toys

SYBO GROWS SUBWAY SURFERS The Toy Book chats with Naz Amarchi-Cuevas, head of licensing, SYBO Games, about what's next for the most downloaded mobile game of 2017.

Tell us about SYBO. How did the company get its start?

Sylvester Rishøj Jensen and Bodie Jahn-Mulliner got together in 2010 and created the idea for a unique digital world they called Subway Surfers. Originally conceived as an animation property about a hooligan character that graffitis a metro railway escaping a grumpy inspector and his dog, Subway Surfers launched in 2012. Through wordof-mouth, Subway Surfers quickly rocketed the charts becoming one of the most downloaded games. Last year, it ranked as the No. 1 most downloaded game in the world and just surpassed 1.8 billion total downloads, with 33 million in December alone.

SYBO was the first to develop the “World Tour” concept that is now widely used within the gaming industry. Today, nearly all runner apps follow the Subway Surfers digital script—an amazing feat.

Last spring, Sylvester and Bodie refocused their attention back to bringing Subway Surfers to the screen as an in-depth, character-driven animated show. Daytime Emmy Award-winning producer Sander Schwartz (The Batman, Baby Looney Tunes,

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Ozzy & Drix) along with screenwriter Brent Friedman (Star Wars Rebels, Star Wars: The Clone Wars) came on board to help guide the vision and delve into the lore of the Subway Surfers universe. Later this year, fans will actually hear the characters they’ve grown to love speak for the first time and begin to follow the adventures of Jake, Tricky, and Fresh.

Subway Surfers was the most downloaded mobile game in the world last year. What are your plans for the franchise this year?

We’re bringing the brand to life in so many ways this year. From eventizing the World Tour concept in several cities across the world; to introducing Jake, Tricky, and Fresh in a whole new way; to debuting the animation, fans and licensees will experience Subway Surfers like never before.

As gameplay takes characters running through major world cities this year, unsuspecting consumers will encounter one-of-akind experiential events in real life.

Our core fans—who will always remain our priority—are psyched to immerse themselves in the upcoming series. For the holidays, they were treated to the first look at the animation through a series of still shots and a teaser trailer itself. Leading up to the 10 x 4-minute digital animated series premiere this summer, we will keep fans engaged with additional reveals of the character backgrounds, art, animation teasers, and more. A long-form series of 22-minute episodes is also in development.

Tell me about your plans for licensing Subway Surfers. What kind of partners are you looking for?

Our consumer products program, SUBSURF, aims to target partners extremely connected and dedicated to Gen-Y and Gen-Z fans. SUBSURF is a lifestyle franchise that authentically embraces society’s focus on the globalized Worldhood megatrend, weaving together an array of strong global influences, including authentic street art, edgy youth fashion, regional global styles, skate culture, music, and dance. We are looking to align with partners who bring funk and fashion to the brand.

What are SYBO’s key priorities for the year ahead?

We are elevating and bringing the Subway Surfers brand to new heights. SYBO firmly cemented the game in the mobile arena, and it’s now destined to expand as an entertainment and consumer products property. We must find the right partners that broaden the Subway Surfers experience, while keeping true to the brand’s edgy, retro image. »

TOY FAIR 2018

What’s New ARTFUL PLAYDATE Playdate in a Box, from Artful Playdate, is a line of themed costume boxes that encourage kids to put technology aside and engage in imaginative play. Each set promotes social interaction and comes with enough materials for two kids to play together. Kids can choose from five themed boxes, including Superpower Girls and Superpower Boys. Each of these boxes includes two superhero costumes and art supplies so kids can create their own comic books. Playdate in a Box is designed for kids ages 3 and up.

PLAY VISIONS Kids can build and create construction job sites with the Play Dirt Construction Zone, from Play Visions. The set comes with Play Dirt in a reusable jar and construction zone accessories such as roadways and warning signs.

Play Dirt Special Forces is an army-themed set that comes with Play Dirt and miniature army men in an easy-to-store bucket. The Play Dirt toys are recommended for kids ages 3 and up, and will be available in March.

Dino Babies Floof is soft and moldable shaping dough that kids can form with their hands or Play Visions tools. The dough is designed for kids ages 3 and up and will be available in March.

Suitable for kids ages 8 and up, the Giant Color Morph Ball is a 5-inch color-changing gel ball that fits in one hand.

WICKED COOL TOYS Wicked Cool Toys is the official master toy licensee for the Pokémon brand, and the company will debut its Pokémon product line at retail in the fall, including action figures, plush, roleplay items, and more. The new interactive Power Action Pikachu Plush features sensor Pokémon Decidueye Figure technology, and the Pop Action Poké Ball launches Pokémon plush up to 10 feet. A line of scaled figures will feature an extensive range of Pokémon, as well as an entirely new packaging design.

Wicked Cool Toys partnered with CozyPhones, makers of three-in-one headphones for kids. CozyPhones feature adjustable and removable ultra-thin speakers nestled in a soft fleece headband for a snug, secure, and comfortable fit. A built-in volume control feature limits the volume to 90 dB to protect kids’ hearing. Kids can also use CozyPhones as a sleep mask or a headband. Original CozyPhones styles include a fox, a frog, a panda, and a unicorn. Wicked Cool Toys will also introduce new licensed styles this summer, featuring characters from Paw Patrol, Teenage Mutant Ninja Turtles, JoJo Siwa, Shimmer & Shine, and more.

In partnership with Nickelodeon, Wicked Cool Toys will debut a new line of collectible figures and plush toys based on The Loud House. The animated series chronicles the chaotic life of the Loud family siblings: Lori, Leni, Luna, Luan, Lynn, Lucy, Lana, Lola, Lisa, Lily, and—the only boy—Lincoln Loud. In each episode, Lincoln—with best friend Clyde at his side—tackles the obstacles that come his way, living in a home with 10 sisters. The Loud Family toy line will be available at retail this fall.

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What’s New KANGAROO MANUFACTURING Kangaroo Manufacturing introduces Pop Oh Ver, a new line of pretend kitchen play set covers that fit snuggly over a chair. Featuring a patent-pending design, Pop Oh Ver uses materials such as canvas fabric, felt, and buttons. These materials are paired with modern materials such as corrugated plastics, to avoid marketing large and bulky play sets. Pop Oh Ver sets fold up for easy travel.

THE LEARNING JOURNEY The Code & Learn Lady Bug, from The Learning Journey, features two modes of play so kids can learn basic programming and coding. In the first mode, kids can use the coding card deck and color grid map to enter directional instructions into the remote control of the ladybug. When they hit “go,” the antennae of the ladybug will light up with the color of the mat square they land on. If the color of the mat square matches the card, kids will know they entered the directions correctly. In the second mode of play, kids can drive the remote-control ladybug in freestyle fashion. This STEM toy is designed for kids ages 5 and up, and will be available in April.

ZIPIT This back-to-school season, ZIPIT will introduce the ZIPIT Metallic 3 Ring Pouch for kids and adults, available in a selection of rose gold, silver, and rainbow, or a shiny green-blue color. The pouch snaps into any three-ring binder and has an extra-wide, diagonal opening that holds up to 50 pens and pencils in the sturdy polyester compartment. The bendy zipper is designed to be concealed when zipped shut.

Kids can store their school supplies in the Pixel 3 Ring Pouch, available in a pixel-themed, printed zipper pattern.

The ZIPIT Adventure Backpack & Lunch Bag Bundle, made for kids ages 8 to 14, is an ultra-durable and easily adjustable coordinating set in which kids can store their school supplies and snacks.

The backpack features a padded back and straps, one large interior compartment, one medium exterior zipper pocket, and two elasticized pockets on either side. The matching lunch bag clips easily to the backpack, and features a fully insulated inner compartment, inner mesh pocket, nametag label, and durable handle.

Kids can store their lunch in the ZIPIT Puffer Lunch Bag, designed for kids ages 3 to 10. It comes in a variety of puffy quilted color combinations and features a fully insulated main compartment inner mesh pocket, an outer zipper pocket, a nametag label, and an FDA-approved ice pack.

The Creature Lunch Bag, designed for kids ages 3 to 8, is available in a variety of colorful creatures with large toothy mouths that open to reveal an oversized lunch compartment, an inner mesh pocket, and a name tag label. The fully insulated lunch bags are made of BPA-, PVC-, and lead-free polyester, with a durable carry handle on top.

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ZIPIT Adventure Backpack & Lunch Bag Bundle

TOY FAIR 2018

What’s New IMPERIAL TOY Kids can serve Disney toy cupcakes with Imperial Toy’s Disney D-lectables Cupcake Cart. The Cupcake Cart comes with an umbrella, a sandwich board, a sticker sheet, a scooper tool, two full D-lectables, and two mysterious scoops. The exclusive D-lectable Steam Boat Willie and Minnie cupcakes are only available as part of this set. The cart is designed for children ages 5 and up.

Made for kids ages 3 and up, Sticky Patches are reusable stickers that feature a variety of themes and original designs. They stick to most surfaces, including backpacks, purses, books, clothing, and more.

Foamies are squishy-foam stylized character balls that comes in superhero, creature, or animal designs. Ideal for kids ages 3 and up, they are available in Marvel and Justice League characters and will be available in the spring.

MASTERPIECES MasterPieces will introduce MasterPieces Uniformed Frames, picture frames made out of the authentic sports jersey fabric of official collegiate and professional sports teams. The frames hold a single 4-by-6-inch photo under a thick and secure glass pane. Each frame includes a standing easel and metal hanger sewn into the back and can be displayed on a table, desk, or wall.

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ADORA Adora will launch the ADORAble Scenes Outdoor Adventure Play Box, which features 75 magnetic wooden pieces and three different seasonal scenes. Kids can create a spring oasis, a summer beach, or a winter wonderland. The set comes in a multi-purpose play box for neat storage on the go. Designed for kids ages 3 and up, the line will be available in February.

HIGH INTENCITY High IntenCity will introduce the latest additions to its Charm It! brand this spring, including new Charm It! Charms to customize bracelets and jewelry.

The Charm It! Shoelace Charm Party is a line of themed charms that kids can attach to their shoelaces, with designs such as unicorns, mermaids, rainbows, and emojis.

The Charm It! Bracelet Party is a line of friendship bracelets with phrases such as “besties,” “dream big,” and “good vibes,” that kids can wear, share, and mix and match. Each bracelet features an emoji charm that matches the message on it.

The Charm It! Necklace Party is coming out with new styles such as rainbows, unicorns, narwhals, and mermaids.

The Charm It! Earring Party includes rainbows, animals, and Parisian-inspired sets.

The Bobby Pin Party offers bobby pins in different styles for animal lovers, jetsetters, and daydreamers to mix and match.

All of the above items are designed for kids ages 4 and up.

TOY FAIR 2018

What’s New ROOT ROBOTICS

CORTEX TOYS

Root, from Root Robotics, is an easy-to-use coding robot that will be available in the spring. Root the robot can climb walls, draw artwork, play music, respond to touch and color, and more, with the help of the custom app and more than 50 sensors. The app features three levels of coding interfaces that will grow with users as their skills and knowledge improve.

Lytup, from Cortex Toys, is a multi-color LED bottle holder that lights up everyday water bottles by casting colored lights through them.

Lytup is available in blue, purple, and pink, and will be available in May.

BE GOOD COMPANY BE Good Company adds Unicorn Dreams to its collection to celebrate the 15th anniversary of its My Little Sandbox Play Set. Designed for kids ages 3 and up, Unicorn Dreams lets kids create fun scenes and stories. This 10-inch square sandbox includes ultra fine sand and unicorn-themed toys. It also features a no-mess play mat and a storage box.

MACCABI ART Maccabi Art’s Convertible Ball Duffel Bag transforms from a ball into a duffel bag. It comes in officially licensed soccer and NBA designs, and is suitable for kids ages 8 and up.

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MY FIRST LAB My First Lab showcases the STEM Starter Kit, a 60x-magnification microscope that clips on to any smartphone or tablet. Kids can choose their light, clip the microscope over the mobile device’s camera lens, and position the lens over an object. The microscope lens features two light settings for UV and forensic viewing. The kit is designed for kids ages 6 and up and includes 15 different 3-D specimens, such as sugar, cotton, sand, an insect leg, human hair, and more, on prepared slides for kids to view through the microscope.

TOY FAIR 2018

What’s New Mini Groove

HANDSTAND KITCHEN Handstand Kitchen adds the Popcorn Making Set to its collection. Kids can make a healthier version of at-home popcorn, such as Movie Magic Popcorn or Old-Fashioned Kettle Corn, using the silicone popper and a microwave. The set is designed for kids ages 5 and up.

The Ultimate Baker’s Set is a 75-piece set that includes real baking tools and recipe cards so kids can make treats such as cake pops and sugar cookies.

Kids can make their own birthday cake and customize their own birthday message with alphabet cutters with the Birthday Cake Set. Featured recipes include The Best Birthday Chocolate Cake, Make a Wish Frosting, and more. Both baking sets are designed for kids ages 3 to 10.

SINGING MACHINE Singing Machine launches the Mini Groove, a miniature version of its Groove Cube. Users can connect it to a TV to display the song lyrics. The Mini Groove has a USB port to play karaoke tracks via MP3+ Graphics technology and features Bluetooth to connect to any smart device for streaming karaoke videos through the Singing Machine app. It features six voice-changing effects and a light show that synchronizes to the music. The set includes a microphone and two mic ports for duets, and has a portable battery option.

The Kids Pedestal is a sing-along pedestal with Bluetooth to connect to any smart device for streaming karaoke videos through the Singing Machine app.

Kids can remove the top to transform it into a tabletop instead of a pedestal item. It features six voice-changing effects, mood lighting, two microphones for a duet, and a battery-operated mode to make it portable when in tabletop mode.

The Mic Guy Keyboard and Microphone comes with eight songs, sheet music, and a keyboard that lights up to teach kids how to play along with the music. A microphone is also included in the set so kids can sing along to their favorite songs.

The Mic Guy Sing Along and Bluetooth Speaker connects to any Bluetooth-enabled device for amplified sound through its built-in speaker. It doubles as a portable microphone so kids can sing along, and has an LED light show to play along with the music.

MAGICFOREST Magicforest will expand its Papoose Toys line of felt, wool, and wood fair trade toys handmade by artisans in Nepal and Indonesia. The Deluxe Mouse House Set is a detailed house with a floor mat, a bed with a cover and table, and an outdoor washing line complete with mini clothes pegs, a basket, a wash line, and clothes to hang and dry. It comes with a mouse family of four with pink noses and long tails.

New additions to the play food sets includes the Bread Set with 17 pieces, the Deluxe Bread Set with 34 pieces on a teak wood slice, two Halved Rolls and two Halved Baguettes, and Sandwich Toppings with 16 pieces of toy cheeses, meats, and lettuce.

The 34-Piece Grow-a-Garden set includes realistic-looking vegetables, including red radish, orange carrots, red onions, green lettuce, and white cauliflower.

The Fairy collection includes gnomes, toadstools, and fairy houses with different themes. The centerpiece of the Fairy collection is the 30-Piece Deluxe Fairy House Set. Forest-themed toys range from soft-to-touch trees and acorns to the River Play Set with 20 accessories, including felt mats spun from pure wool.

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Grow-a-Garden Set

TOY FAIR 2018

What’s New THE ELF ON THE SHELF A Saint Bernard Tradition, from The Elf on the Shelf, is a 23-minute animated special that teaches kids that their good deeds and thoughtfulness are needed to make Santa’s North Pole magical. It will be available in the fall.

FLYBLOCKS FlyBlocks will introduce a Wi-Fi Camera, designed for kids ages 14 and up, in the spring. Kids can snap this Wi-Fi HD 1080p camera on the 4-in-1 Build ‘n Fly drone kit.

The camera, which features an adjustable wide-angle lens, can be complemented with the free app available in the iTunes and Google Play store. Through the app, users can record and save their videos for sharing on social media.

Zebra Hooded Blanket

FIN FUN Fin Fun’s Watercolor Waves Mermaid Tail is a swimmable mermaid tail that comes in sparkly shades of sea green, ocean blue, and amethyst. It comes in youth sizes 6 through 12 and adult sizes extra small through large. The machine-washable tail features reinforced tail tip technology and a 60-day tail tip warranty.

Kids ages 4 and up can snuggle up in the Zebra Hooded Blanket, a zebra-printed blanket with a green and black mane and pullover hood and hands. The hooded blanket measures 44 by 60 inches.

DELTA CHILDREN

High Back Upholstered Wonder Woman Chair

Delta Children will offer Warner Bros.-licensed furniture and room décor in the spring. Inspired by Batman, Wonder Woman, Justice League, and DC Super Hero Girls characters, these products feature bold colors, graphics, updated upholstery, and 3-D embroidery. The collections will each feature a twin bed, a twin headboard, a chair, a rug, toy storage, book storage, and wall art. This furniture is designed for kids ages 3 and up.

For younger kids, licensed Major League Baseball toddler furniture and décor will be available in the winter, featuring the New York Yankees, Chicago Cubs, Los Angeles Dodgers, Boston Red Sox, St. Louis Cardinals, and Houston Astros. This collection currently includes toddler beds, upholstered chairs, and rugs. These items are designed for kids ages 15 months and up.

Delta Children’s gender-neutral toddler lines will be available in the winter, featuring TV characters from Peppa Pig and PJ Masks. Products include toddler beds, multi-bin toy organizers, and table and chair sets with storage. Both lines will be available early this year.

The Jeep Cherokee Ride-On Push Car—available in orange, red, and yellow—resembles the iconic Jeep Cherokee featuring similar decals, chrome exhaust tips, a signature seven-slot grille, and trapezoidal wheel arches. This ride-on toy is equipped with light-up turn signals, engine and horn sounds, and an interactive steering wheel.

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TOY FAIR 2018

Activity & Construction CRAYOLA Designed for kids ages 3 and up, Crayola Scribble Scrubbie Pets are colorable and washable pet figures that kids can customize over and over again. The set comes with four pets that kids can color with the six included Scribble Scrubbie Washable Markers. When they’re ready to create something new, they can just put the pets in the Scrub Tub to get them cleaned up, and create a new coat. Scribble Scrubbie Pets will be available in August and expansion packs will be available.

Kids can make liquefied crayon designs with the Crayola Crayon Melter. Once it is plugged in, kids can load a crayon and create melted crayon art. The compact design is easy to use and has a low-heat tip for safe creativity. The melted crayon quickly dries cool to the touch on a wide variety of surfaces. The Crayon Melter is designed for kids ages 8 and up.

Crayola Color Chemistry features playful experiences exploring color.

The Color Chemistry set includes an easy-to-read instruction booklet that features more than 50 colorful science activities that kids can do at home.

The set includes enough Crayola materials and supplies to do 18 experiments. Designed for kids ages 7 and up, these experiments were devised and/or approved by real Crayola scientists.

KAHOOTZ TOYS Kahootz Toys will show new Classic Colorforms Picture Panels Play Sets in both Animals and Vehicles styles, designed for kids ages 3 and up. With these sets, kids can mix and match more than 150 Colorforms pieces to create settings, then restick the shapes to reimagine stories over and over again. The double-sided panels enhance creative storytelling with colorful scenes on one side and puzzles on the back. Each panel also features magnetic edges that can connect together to stand and expand the Colorforms world.

The Plasticine Tool Set lets kids be creative on the go. Designed for kids ages 5 and up, this sturdy travel tool box stores seven colors of Plasticine, five cutting shapes, a sculpting tool and a roller, and an idea guide to inspire imaginations. Plasticine is squishable, blendable, bendable, and reusable, and never dries out. With the free Stop-Motion Studio app, kids can transform their Plasticine creations into animated creations.

Aspiring fashion designers can get creative with the Fashion Plates Fashion Press Paper Fashion Maker, designed for kids ages 6 and up. Kids can use the Fashion Press roller tool to easily press and punch combinations of any kind of paper without having to trace or cut. In addition to the included paper, they can use magazines, wrapping paper, their own designs, and more. Once they roll their designs through the tool, they can punch out tops, bottoms, boots, and more to create chic collections, then layer and embellish them in the included model sheets for their portfolio.

Designed for kids ages 3 and up, Popoids stretch kids’ imaginations. This bend and pop building toy, from the Romper Room line, lets kids build colorful contraptions and creatures. Kids can pop together the colorful tubes, then bend, twist, stretch, and squish them to change the creation over and over again. Popoids are available in different-sized sets.

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TOY FAIR 2018

Activity & Construction CRA-Z-ART Cra-Z-Art will introduce new slime sets this spring, including the Nickelodeon Super Slime Studio. Kids add the measured ingredients into the slime maker, turn the handle, and watch as slime starts to form. Once finished, kids can add glitter and paint to their slime creation. Designed for kids ages 8 and up, the set does not require any batteries.

Kids can create 15 bath bombs with the Shimmer ‘n Sparkle Scented Bath Bomb Kit. Kids can mix, mold, layer, and swirl the ingredients to make their own bath bombs in different scents and shapes. The kit is designed for kids ages 8 and up.

LEGO The Ocean’s Bottom set, from LEGO, is a special-edition underwater-themed set. It features a range of colorful bricks and elements, plus a unique 60th anniversary LEGO tile. Designed for kids ages 5 and up, this set lets kids explore the depths of the ocean and see how many cool fish they find, then head to the surface and defend the castle from the fire-breathing dragon, and hop into the rocket car.

With the LEGO Friends Mia’s Camper Van, kids can lift off the roof for easy access to the kitchen and bathroom inside, flip open the lid of the upstairs sleeping area, put up the canopy, and get to work on the tent with two beds inside. There’s also a picnic table, an inflatable dinghy, and a horse for endless outdoor adventures. Designed for kids ages 7 and up, the set includes two mini-dolls and a horse figure.

Designed for kids ages 10 and up, the LEGO BrickHeadz Wonder Woman construction character from the Justice League movie features colorful LEGO bricks that re-create all of her iconic details, including flowing black hair, a headdress, and gauntlets. She also has a detachable sword and shield in her hands, and stands on a buildable collector’s baseplate with BrickHeadz icon for easy display.

The LEGO Star Wars Defense of Crait set has everything a Resistance warrior needs to play out the epic final battle from Star Wars: The Last Jedi. The set features a highly detailed Resistance Ski Speeder with spring-loaded shooters, a removable engine section, a minifigure cockpit, and a lowering stabilizer.

There’s also a command tower with a stud shooter on the top, assorted weapons, tool elements, a foldout trench section with a rotating laser cannon and spring-loaded shooter, and a gun emplacement with a stud shooter. Designed for kids ages 9 and up, the set includes five minifigures.

Kids can help Black Panther and Nakia win the ultimate battle against super villain Killmonger and Ulysses Klaue with the LEGO Marvel Super Heroes Royal Talon Fighter Attack set. The Royal Talon Fighter features an opening minifigure cockpit, two stud shooters, and a rear prison compartment to trap a minifigure. Designed for kids ages 7 and up, the set also includes four minifigures with weapons to intensify the role-play conflict.

Kids can pick up a badge and join the LEGO City Mountain Police officers in the new Mountain Arrest set, which features a two-level hideout with an opening door, a bathtub, a beehive and a post with a crane and chain, a police helicopter with opening cab, double spinning rotors, an opening door on the back, a net shooter, a winch with string and hook, and a crook’s escape buggy with space for loot. Designed for kids ages 5 and up, this set also features four minifigures and a bear figure.

All of the above LEGO sets debuted in January.

LEGO BrickHeadz Wonder Woman

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Activity & Construction K’NEX K’NEX will introduce K’NEX Thrill Rides: K’NECTED Roller Coaster Building Sets, which bring a mobile virtual reality (VR) experience to builders. Thrill Rides K’NECTED building sets will extend and enhance consumers’ interactions with their K’NEX sets. After creating a coaster in the physical world, kids can virtually build, ride, and share their roller coaster in 2-D or 3-D VR using the K’NECTED app. With the purchase of additional K’NECTED sets, the real-life and virtual building library grows, and kids can combine and customize the sets in countless ways. The K’NECTED app, which can be used with or without a VR viewer, features an interactive gallery that will allow builders to share their coasters with other fans who can then virtually ride them. K’NECTED sets will be available this fall.

Also this fall, the Imagine line will expand with two four-wheel-drive sets.

Designed for kids ages 7 and up, the Imagine 4WD Crusher Tank and Demolition Truck building sets include more than 200 parts and feature instructions K’NEX Thrill Rides: K’NECTED for three motorized builds that can scale virtually everything.

Bionic Blast Roller Coaster K’NEX will introduce three new Kid K’NEX items to its K’NEX Education line this spring. These products will teach preschool- and Kindergarten-aged kids shapes and colors, counting and early math, and storytelling and early literacy. Each set includes chunky, colorful Kid K’NEX pieces, and four engaging double-sided activity cards.

EPOCH EVERLASTING PLAY Epoch Everlasting Play will introduce new silver Aquabeads to its existing portfolio of solid and jewel beads. The Aquabeads Glamorous Designer Set contains more than 1,000 beads in 16 different colors, including new silver beads, and comes ready-to-play with a layout tray, template sheets, a sprayer, and a bead peeler. The bead case lid is designed to look like a glamorous jewelry box, and it can be connected to the Beginners Studio and Deluxe Studio to create a multi-tiered case.

Designed for kids ages 4 and up, Aquabeads stick together with water so kids can create their own designs.

SMART TOYS & GAMES Smart Toys & Games’ SmartMax My First Farm Animals is an 18-piece construction set that comes with magnetic pieces that are soft to the touch. The set is designed for kids ages 1 and up with pieces ideal for tiny hands.

Kids can use the pieces to build a horse, a cow, a pig, or animal combinations.

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Activity & Construction IMPORTS DRAGON Imports Dragon’s Drawmaster encourages kids to express themselves with superhero art. The kit lets young artists re-create characters from comic books and movies using markers from the kit. The full set includes color-coded Power Plate stencils, markers, stickers, stylized background pages, and easy-to-follow instructions. The kit also comes with character descriptions and facts to encourage kids to lean more about their favorite superheroes and teaches them how to use storytelling techniques through their drawings. Kids can experiment with other tools, including markers, pencils, crayons, spray paint, and more. The Drawmaster kit is also a carrying case for artists to store their pictures, drawing tools, and more.

FLYCATCHER Kids can transform photos taken with their smart devices into sketches with Flycatcher’s smART sketcher.

The free smART sketcher app filters photos and transfers them via Bluetooth to the projector, then projects the images onto paper. Kids can draw anything displayed on the smart device with the touch of a button. The smART sketcher also comes with preloaded micro SD cards that feature activities, such as step-by-step drawings, learn-towrite letters and numbers, early spelling skills, and more. smART sketcher is designed for kids ages 5 and up.

ORB ORB introduces ORBMolecules, which let kids squeeze, construct, and decorate, one atom at a time. Each kit includes thousands of pieces that attach together and hold their shape until kids decide to re-create. Designed for kids ages 5 and up, the set includes three different-sized ORBMolecules for kids to construct and deconstruct, and they never dry out.

Kids can decorate their very own squishies with DIY Soft’n Slo Squishies.

They can doodle and draw to create a cupcake that’s unique with their own designs and patterns, and then squish. DIY Soft’n Slo Squishies are designed for kids ages 8 and up and are available now. Markers are not included in the sets.

ORB will add Super Bounci Braini Putti and Super Meltsss Braini Putti to its Braini Putti line. Super Bounci lets kids bounce a putti ball up to 20 feet in the air. Super Meltsss melts over any surface, allowing kids to create a time lapse when they pool the putti over a flat surface or 3-D structure.

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Activity & Construction WECOOL WeCool is introducing scents to its line of products with Compound Kings Fruity.

The compound smells like fruit punch and features three pods of clear, squishy-likeslime product and fruit-shaped charms. The charms include yellow bananas and red apples to mix and mash into the clear compound.

Compound Kings Crunchy debuts in a three pack of crunchy compound, featuring squishy-like-slime compound in three bright colors: purple, teal, and orange. The compound is infused with crunchy bits for a textured product that doubles as a modeling medium. Both items are designed for kids ages 4 and up.

PLAYMOBIL At the Playmobil Ski Lodge, kids can start their day off with a warm breakfast on the patio. Before heading to the slopes, rent skis at the equipment station, or enjoy the wintry weather by building a snowman. Cozy up indoors with some hot cocoa by the lodge fire.

At the end of the day, there are two beds in the loft, which is accessible by ladder. Designed for kids ages 4 and up, this play set includes five figures and other accessories for imaginative play.

Kids can capture ghosts with Ghostbuster Egon Spengler, Ghostbuster Raymond Stantz, Ghostbuster Winston Zeddemore, or Ghostbuster Peter Venkman. When synced with the free Playmobil app, the ghost trap projects a spooky ghost into the clear hologram cone for real ghost-catching action. Kids can choose from four different ghosts to capture. Designed for kids ages 6 and up, each play set includes one of the four Ghostbusters, a removable proton pack, a proton wand, a PKE meter, stickable silicone slime splashes, and other accessories.

Explore underwater worlds at the Playmobil Aquarium. The set features a bridge that visitors can stand on and watch the sea lion perform tricks with a hoop and a ball. The nearby chart includes a clock with movable hands for the feeding time schedule, or visitors can move over to the rotating carousel to see other small sea creatures. In the underwater viewing area, visitors will feel like they’re part of the ocean. Kids can even fill the aquarium tank with water to experience realistic play time fun. Designed for kids ages 4 and up, the set includes three figures, three seals, colorful fish and other sea creatures, plus more accessories.

Kids can race to the finish line with the Porsche 911 GT3 Cup. This car is primed and ready to hit the track. If kids get a flat tire, they can pull over at the pit stop where the mechanic will fix it up. Cross the finish line and celebrate victory with the winner’s cup. The Porsche car features functioning front and rear lights and a removable roof to access the interior. Designed for kids ages 4 and up, the set also includes two figures, mechanic tools, a spare tire, racing Playmobil Hidden Temple flags, and more. with T-Rex All of the above Playmobil sets launched in January.

Available in May, the Playmobil Hidden Temple with T-Rex lets kids use the ancient structure as a research base before exploring the island with the help of the secret map. Kids can rub the map to reveal a hidden path where X marks the spot. Back at the base, protect the team from an unfriendly T-Rex or the enemy explorers with the functioning laser blaster. The working temple gate also helps keep unwanted visitors out. The T-Rex has movable arms, legs, and jaw. Kids can also use the UV flashlight to reveal glow-in-the-dark features. Designed for kids ages 4 and up, this set features three explorers, their dog Sammy, the T-Rex, and more accessories.

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Activity & Construction WOBBLEWORKS Kids can design their own HEXBUG creatures that behave like real bugs with the 3Doodler Start HEXBUG Make Your Own Micro Robotic Creatures Pen Set, from WobbleWorks. Designed for kids ages 6 and up, the kit includes three HEXBUG micro robotic motors and insect-themed DoodleMolds so kids can create a pet insectoid. The creation will crawl around to explore its environment, conquer obstacles, or race.

THAMES & KOSMOS Thames & Kosmos’ new Pepper Mint STEM kit line offers experiments and activities that follow the adventures of Pepper Mint, a curious, skillful, and creative young engineer. Designed for kids ages 8 and up, the kits features storybook manuals that present the activities with illustrations and step-by-step instructions. As kids read the stories of Pepper Mint’s adventures, they build the projects and conduct the experiments that appear. After assembly, the large wooden models of a treehouse and boat double as play sets for kids to use with the included scale figure. The two new Pepper Mint sets include Pepper Mint in the Great Treehouse Engineering Adventure and Pepper Mint in the Fantastic Underwater Science Voyage.

Engineering Makerspace is a new line of engineering kits designed to capture the creativity of makerspaces combined with STEM lessons. The line includes a range of kit sizes, from smaller five-model kits, such as Off-Road Rovers and Alien Robots, to a 22-model extreme engineering experience. Designed for kids ages 6 and up, all Engineering Makerspace kits include illustrated, step-by-step assembly instructions and science experiments in full-color manuals. The modular construction system is compatible with that in other Thames & Kosmos physics and engineering kits.

Pepper Mint in the Fantastic Underwater Science Voyage

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RELEVANT PLAY Mad Mattr Quantum Pods, from Relevant Play, contain super-soft, non-toxic dough that kids can easily mold, shape, and sculpt into different creations. This spring, Mad Mattr will be available in 2-ounce, pocket-sized Quantum Pods that are easy for kids to take on the go. Designed for kids ages 3 and up, the pods come in six vibrant colors.

The Mad Mattr Tool Box is a portable kit that includes 20 plastic tools and two 5-ounce packs of Mad Mattr. The Tool Box will be available this summer.

Toki Dough is a smooth, flexible, and stretchable modeling compound. The dough doesn’t dry out and comes in two- and four-packs. Kids can create a Sweet Treat or Garden Party fantasy with the Toki Dough Bento Boxes, which include eight 2-ounce dough colors, three double-sided tools, and a themed background for staging the finished creations. Toki Dough is designed for ages 5 and up, and will be available this fall.

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Activity & Construction PLAYMONSTER

ZURU Mayka Toy Block Tape, from ZURU, lets kids transform any nonporous surface into a base on which to build toy building bricks, figures, and accessories. It allows kids to build around corners, up windows, and on objects. Kids cut, shape, and stick the tape, and then build a 3-D world with their toy bricks. Mayka Tape is flexible and non-marking, so kids can remove and re-stick over and over again.

This fall, Mayka Tape expands beyond its original nine colors and will launch Mayka Glow in the Dark and Mayka Road Tape.

Mayka Glow in the Dark comes in a medium 2-meter roll with two studs, available this March. Mayka Road Tape will be available in 1.2-meter rolls and four studs, available this August.

BASIC FUN! This fall, Basic Fun! will introduce the Lite-Brite Ultimate Classic to let kids create with light. Designed for kids ages 4 and up, it features the original retro styling from the ‘80s, but with a bigger screen, brighter pegs, and more templates. Kids can insert the pegs into the templates or freestyle an original design, then press the button to see the creation light up in four different ways. Kids can also display their work using the updated stand on the back.

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PlayMonster will add new themes and features to its My Fairy Garden line. Unicorn Paradise features a garden on and around a cave where the glittery unicorn, Celeste, can rest and hang out with her fairy friend Dahlia and Dahlia’s pet turtle Pebbles. Like the rest of the My Fairy Garden line, this set includes soil and seeds to grow real plants and flowers.

Windmill Terrace brings solar energy to My Fairy Garden.

The garden’s main structure is a gourd that features a sun-powered moving windmill. When the windmill rotates, it also activates a water wheel below that scoops and circulates water in the pond. It’s the first My Fairy Garden to feature powered movement and adds a STEM component to the brand. This set includes the fairy Saffron and her swans Grace and Beau, along with seeds and soil for the garden. Both of the new My Fairy Garden sets are designed for kids ages 4 and up and will be available this fall.

PlayMonster will also introduce its first expansion of the Marbleocity line, which will feature smaller marble machines at a new entry-level price. The Triple Play series features smaller models that will attract new builders with a lower price point and give existing fans new models to build and collect. Along with a slightly smaller size, Triple Play sets also feature added plastic components that give the wood model a pop of color.

The first two models in the series, Chaos and Archimedes Screw, feature fun elements such as a helix and funnel. Like all other Marbleocity kits, Triple Play models also include a full color comic story that teaches important STEM lessons and relates physics and engineering principles to real life.

Designed for kids ages 9 and up, Chaos and Archimedes Screw can connect so marbles run through both models, and kids can add motors for power (motors sold separately).

The sets will be available this Marbleocity Triple Play summer.

Archimedes Screw

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Activity & Construction

LEARNING RESOURCES

Learning Resources will add 1-2-3 Build It! Rocket-Train-Helicopter as a follow-up set to 1-2-3 Build It! The set includes all the pieces to build three different vehicles one-at-a-time, including a rocket, train, and helicopter. The set teaches early STEM skills, with mix-and-match pieces to create the different vehicles. Designed for kids ages 2 and up, this set features a play wrench and big, chunky pieces.

HASBRO Hasbro’s Play-Doh Cranky the Octopus Playset features a sea creature that’s in need of legs. Once Cranky the Octopus is filled with Play-Doh, kids turn the crank and watch eight colorful legs grow. Designed for kids ages 3 and up, the set also includes molds and tools to create other ocean creatures.

The Play-Doh Kitchen Creations Spinning Treats Mixer Set allows kids to bring out their inner baker with pretend cupcakes and cookies. Designed for kids ages 3 and up, the mixer stamps out treats that kids can decorate with a frosting compound and a decorating tool. The set includes molds and recipes cards for more baked goods inspiration.

Play-Doh Cranky the Octopus Playset

UNIVERSITY GAMES Extending its 3D Pixel Puzzles line, University Games’ UCreate division launches two new 3D Pixel activity kits.

The 3D Pixel Food Creations Kit lets kids create food items, such as a taco, a slice of pizza, or a lollipop. This kit includes more than 250 pieces to create three different snacks, plus an ideas booklet with several more ideas.

Kids can create a unicorn, a mermaid, or a pineapple with the 3D Pixel Crazemazing Creations Kit. Designed for kids ages 12 and up, this set has more than 580 pieces to make seven creations, plus an ideas booklet with 20 more ideas.

Both kits come in sturdy plastic cases with dividers for easy storage. Kids can build and create art pieces or come up with their own new 3D Pixel creations.

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Activity & Construction COBI

COBI will introduce its fourth rendition of the Titanic with the Titanic 600 Piece Construction Block Set. The new version lets kids build a larger and more detailed model of the legendary cruise ship. Once built, the model measures more than 24 inches long and 8 inches high. This new set features completely rebuilt decks, four chimneys, lifeboats, masts, and rotating turbines. There are hidden wheels under the ship, so kids can play with it on the floor once its built.

MATTEL

Mattel partnered with Crayola to create a line of designable accessories for Barbie dolls.

Kids can design Barbie’s fashions using the Crayola stylus tool with the Barbie + Crayola Rainbow Design Assortment. The tool transforms the color of the fabric for a whole new look. The kit comes with everything kids need to create and re-create finished looks with four different fashions.

The Barbie + Crayola Tie Dye Fashions Assortment comes with three fashions, a dress form, a spray bottle, and three Crayola markers so kids can create different tie-dye looks.

Kids can color in one of seven fashions and accessories with five Crayola Supertip markers with the Barbie + Crayola Color-In Fashions Assortment. It comes with a Barbie doll, five washable fashions, two accessories, and a dress form.

Young designers can explore, color, and design Barbie’s fashions with the Barbie + Crayola Color Magic Station. Kids can pick out a stencil and Crayola paint color to create a mess-free, rainbow splash effect. The paint is washable, so kids can create a fresh canvas and act out different stories each time. The set comes with a Barbie doll, three fashions, three Crayola paints, a dress form, craft tweezers, and eight stencils.

The Barbie + Crayola Rainbow Design Assortment, Tie Dye Fashions Assortment, Color-In Fashions Assortment, and Color Magic Station are designed for kids ages 5 and up and will be available in the spring.

Kids can colorfully stamp Barbie dolls’ fashions with unique shapes, and then dress their Barbie in them with the Barbie + Crayola Color Stamp Fashions Assortment. The stamp ink and fashions are washable, so kids can design, wash, and repeat.

The Barbie + Crayola Confetti Design Studio lets kids design skirts for their Barbie dolls. Punch confetti to fill in one of the three included skirts, and then use washable Crayola Gel markers, washi tape, and stickers to decorate it. The set comes with a Barbie doll, skirts, markers, three hangers, 15 papers, a pack of pom poms, washi tape, and two pads of stickers.

The Barbie + Crayola Color Stamp Fashions AssortBarbie + Crayola Rainbow ment and Confetti Design Studio are designed Design Assortment for kids ages 5 and up and will be available in the spring.

New to the Mega Construx line is the Invention Wheels Pack, a 400-piece set that kids can use to build their own inventions. It comes with six Beyonder pieces, specialty parts, six bold colors, wheels, and bricks to build roadsters. Available this fall, the set is made for kids ages 5 and up.

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Activity & Construction NEAT-OH!

SNAPTOYS Snaptoys introduces an extensive building blocks line from the educational toy manufacturer BanBao. Designed for kids ages 4 and up, this high-quality line is compatible with all major building set brands. The Peanuts line will include more than 30 SKUs featuring popular characters, such as Snoopy and Charlie Brown.

Kids can build the Turbo Power and High-Tech pull-back vehicles, and then enjoy high-speed races, imaginative play, and tactile fun. Themed sets include police, firefighter, farm, sea adventures, safari, and more.

Neat-Oh!’s Linkt Craft Kits jewelry kits are based on chainmail used by knights and kings for protection in the medieval times, but reinvented as fashion accessories. Designed for kids ages 8 and up, these kits feature metal that is soft enough to bend by hand, but strong enough to last as jewelry.

There are two new Level 1 sets for younger tweens: the Linkt Craft Kits Metal Petals, which has everything kids need to make three necklaces and six pairs of earrings, and the Linkt Craft Kits Whirly Loops, which can make five necklaces. The Linkt Craft Kits Atomic Eye is a Level 3 set that can make five necklaces and five pairs of earrings. The Linkt Craft Kits Eclipse is a Level 4 set that makes three bracelets and two pendants, and includes a special multi-piece tool just for this style weave.

BanBao Peanuts Flying Ace Set

MINDWARE MindWare will add new Q-Ba-Maze 2.0 Lights sets, which are mazes with cubes that light up while marbles race through them. The motion-activated cubes flash blue, red, yellow, or white every time a marble hits the cube floor. Kids can build a marble run that looks and glows like a light bulb, or add gleaming eyes to their dragon maze. The light-up cubes are battery-operated, single exit, and compatible with all Q-Ba-Maze 2.0 sets. Designed for kids ages 6 and up, the sets will be available this summer.

MindWare will add three new products to its Dig It Up! line with Dig It Up Discoveries: Wild Animals, Fairies, and Sea Life. Kids soak the clay stone in water and then carefully chisel away the material to reveal the artifact inside. Designed for kids ages 4 and up, Dig It Up! sets introduce kids to science experiments.

Designed for kids ages 8 and up, Bath Scrub Lab lets kids create their own homemade scrubs and learn about cosmetics science. As they make fizzing and confetti bath salts and layered rainbow salt scrubs, they’ll learn about chemical reactions, the color spectrum, and more.

Designed for kids ages 8 and up, Crystal Jewelry Lab is a lab activity that lets kids grow geodes through crystallization. The kit includes all the science tools needed to create crystal accessories that kids can wear, including a ring and two pendant necklaces to display custom jewelry creations.

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Activity & Construction RAVENSBURGER This spring, Ravensburger will introduce the GraviTrax Starter Set, designed for kids ages 8 and up. Kids can build and design their own marble run racing system with the more than 100 pieces and 18 action parts, while learning STEM concepts.

FABER-CASTELL Faber-Castell unveils Do Art 3D Sand Painting. Kids can create 3-D sand art pictures with guided and blank boards, sand paint, watercolors, and more. It is designed for kids ages 6 and up.

Kids can blend, marble, roll, and place clay to create art with Do Art Coloring with Clay kit. Designed for kids ages 5 and up, the clay is easy to work with and can be remolded or blended with special tools included. Both sets will be available in the spring.

SPIN MASTER Kids can create tie-dye creations with the Cool Maker Tidy Dye Station, from Spin Master. Kids wet and roll fabric, then wrap it with the color pod string to create patterns. The color is in the string, keeping the dye off kids’ hands. Other Tidy Dye kits include the Jewel String and Sunny String kits. This fall, Spin Master will launch Cool Maker KumiKreator Bracelet Studio, which lets kids create up to 10 bracelets without using any knots. KumiKreator refill packs are also available in an assortment of styles, including Jewels, Cools, Neons, and Fantasy. The Cool Maker line also includes multiple kits featuring JoJo Siwa, including DIY bows, bath bombs, glitter nails, and more. There are also sets featuring sewing machines and pottery studios.

The Etch A Sketch line expands with Etch A Sketch Revolution, which features a spinning screen that makes it easy for kids to draw circles and spiral designs. Kids can use the knobs to draw lines, and watch as the Revolution mirrors and draws the opposite side of their drawing at the same time.

Kinetic Sand Beach Sand Kingdom includes everything kids need to create sand castles, including three pounds of beach sand, eight molds, and a built-in play space. Made for kids ages 3 and up, it will be available in the fall. Available this spring, the Kinetic Rock Deluxe Truck is a three-inCool Maker Tidy one loader equipped with three clip-on tools. Designed for kids ages 3 and up, each set comes with Dye Station gold Kinetic Rock that sticks together. Kids can use the poseable construction figure, shovel, wrench, and lunchbox to create a construction site.

Spin Master introduces Twinkle Clay, a line of clay that comes with a quick air-dry oven. The compound is soft and sparkly and comes with easy-to-use tools. The Twinkle Clay Tiny Tea Party kit comes with everything kids need to make and play with their own tea set. Kids can roll, shape, and decorate, and then let their creations air dry. Kids can make sparkling princess crowns, wands, jewelry, and more with the Twinkle Clay Sparkle Studio. The air-dry oven dries creations in half an hour. Available this fall, both Twinkle Clay items are designed for kids ages 4 and up.

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Activity & Construction CHAMELEON KIDZ Chameleon Kidz adds Blendy Pens Art Essentials to its collection. This set includes a 50-page book aimed at teaching preschoolers to middle schoolers the fundamentals of art. This set includes a Blendy Blender and six Blendy Pens.

Chameleon Kidz will also offer Blendy Pens Kits in jumbo, large, or small sizes. The number of pens included in the set is determined by the size.

Chameleon Kids will also feature a Blendy Pens Stationery Set. All new products are designed for kids ages 4 and up.

LEAP YEAR PUBLISHING Kids can personalize their own holiday mug with the Rudolph the Red-Nosed Reindeer Color-A-Mug Set, from Leap Year Publishing. Each set comes with three Rudolph coloring sheet inserts and includes four markers to color the festive reindeer and friends. The set is designed for kids ages 4 to 7 and will be available in the spring.

The Rudolph the Red-Nosed Reindeer 2018 Collectible Tin Ornament Coloring Kit opens to reveal three Rudolph stickers, a Rudolph coloring sheet, and four fine-line mini markers for kids of all ages to customize and color.

Kids can get ready for the holidays with the Rudolph the RedNosed Reindeer Magnetic Dry Erase Wish List. They can jot down their wishes on the dry-erase surface with the included marker with eraser top. There’s a large magnet on the back of the list so they can hang it on the fridge for all to see. The dry erase wish list is designed for kids ages 4 to 8.

CREATIVITY FOR KIDS Creativity for Kids unveils Happy the Hedgehog from its Sequin Pets collection. This stuffed animal is made of reversible sequin material that changes color when stroked. This critter is designed for kids ages 5 and up.

Kids can bring the camping experience home with Camp Crafts Party.

Kids can paint rocks, faux leaves, and feathers, and then use them to create a number of nature-based classic crafts, including a wind chime, a journey stick, and more. This set is designed for kids ages 7 and up.

Kids can weave and create mermaid-style accessories with the Mermaid Tail Jewelry Maker, designed for kids ages 7 and up.

Kids can mold three dinosaurs with colorful clay using the Create with Clay Dinosaurs Set, designed for kids ages 5 and up.

With the Design & Paint Boho Bag, kids ages 6 and up can create and decorate their own bag without the use of heat or wax.

Tropical Spa is a spa set designed for kids ages 7 and up that includes fun and easy nail design ideas and a tropical flower tie.

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DUNECRAFT DuneCraft introduces 18 new products to its lines of science- and nature-themed kits. The Garden Craft Activity Kits, Sedum Tiny Terrariums, and Double Bubble Glass Terrariums are designed for kids ages 14 and up.

Slime Activity Kits, Organic Veggie Pots, and Seed Sticks are designed for kids ages 4 and up.

Slime Activity Kits

ANKER PLAY The Anker Art Light Up Message Tablet, from Anker Play, lets kids ages 6 and up create vibrant, neon designs. It includes a backlit tablet, three vibrant markers, and an eraser. Kids can write, draw, and create over and over again with this easy-to-use creative set.

MAGFORMERS Kids can create magnetic builds with the Magformers Paw Patrol 20 Pc Ready for Action Set, designed for kids ages 3 and up. The set includes 14 magnetic pieces and six character cards. Kids can follow along with the idea booklet and play mat for step-by-step building, or go off the map for creative free styling. When playtime is over, the pieces stack and store with their magnetic power for easy cleanup.

Designed for kids ages 4 and up, the Clicformers Car 25 Pc Set allows kids to design and build racecars and trucks with the 18 building blocks and seven accessory pieces. Kids can follow along with the included idea booklet or create their own ideas. All Clicformers sets are compatible with one another.

ALEX BRANDS ALEX Brands will add new products to its ALEX DIY line this year, including Do Dats, a line of characters that kids can create using beads. Do Dats use a patented no-knot system, and kids can display them or wear them as bag charms.

ALEX will also add Paper Swirls to its DIY line this year. Kids can roll, shape, and swirl paper to create characters, cards, jewelry, and more.

The ALEX DIY line will also feature Color Me Sqooshies, a collection of soft, slow-rise sqooshies that come with paints, glitter, and a ball chain for display.

ALEX Brands’ ALEX Spa line will introduce Sweet eSCENTials to bring aromatherapy to kids. Kids can mix and make their own sweet scents with the Sweet eSCENTials Diffuser, where they drop in the scents and add the reeds. It also has a color-changing light feature. The ALEX Spa line also features spa products for bath, nail, and body art.

ALEX DIY Do Dats

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Games & Puzzles MOOSE GAMES Moose Games, a division of Moose Toys, has new electronic and board games for all ages. The Original Tiny Hands Challenge Game is a team versus team party game where players compete in physical stunts using only their Tiny Hands props. While they wear the Tiny Hands, players will be challenged to catch a ball, turn over cards, serve another player a drink, and more funny challenges. Each team picks a card, makes a wager, and plays to win. The game includes a pair of Tiny Hands, as well as a pair of Tinier Hands to make challenges even harder. The game comes with more than 150 activity cards, scoring tokens, a spinner, a string, a ball, a timer, and a wager mat. Designed for kids ages 8 and up, The Original Tiny Hands Challenge Game will be available exclusively at Target this March.

AUTRUCHE

Honeycombs, from Autruche, is a fast-paced, easy-to-learn game designed for one to eight players ages 7 and up. Players must match the symbols to connect their tiles together. The more they match, the more points they earn. Honeycombs features three ways to play and is available in the U.S. and Canada.

Additionally, Autruche offers V-Cube—which celebrates its 10th anniversary this year—and the latest V-Sphere sliding puzzle.

The company owns distribution rights for the Heye and Jumbo puzzle lines, and will also showcase its private brands, including a line of brainteasers called Mind Matters, and its line of classic games, Noese.

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Wiggle Box

WHAM-O

Wham-O will launch its new Stay ’n Play line this spring, a mix of indoor party games for the whole family. The line includes an assortment of challenging and timed party and inflatable games.

In Pong Shoes, players have one minute to blow three colored ping pong balls into the corresponding colored horseshoes without using their hands.

Pong Man challenges players to bounce a ping pong ball to a teammate, who has to catch it with the cups fastened to his or her body with Velcro straps.

Stick To It has players toss a Velcro ball to a teammate who catches it with the Velcro bat of the corresponding color.

Each player wears a pair of snot hook glasses in Sticky Snot.

Players have one minute to hook as many insects with their snots as possible without using their hands.

Wiggle Box challenges players to shake all 12 balls out of the plastic container attached to their waist in one minute.

Players use the blaster loaded with rubber bands to knock off the target before the Tic Toc Timer rings in Sharp Shooter.

TOY FAIR 2018

Games & Puzzles SMARTGAMES This spring, SmartGames will introduce four new solo player puzzles for kids to take on the go.

Designed for kids ages 6 and up, Squirrels Go Nuts challenges players to move squirrel pieces around and hide their nuts underground. This sliding puzzle has an illustrated booklet with 60 challenges. The 3-D game board features squirrels, autumn leaves, acorns, and a snap-on lid to store everything.

In Goldmine, players place all three ladder puzzle pieces on the gameboard so that the miner is able to go up and down to reach the treasure. Designed for kids ages 6 and up, this magnetic travel game features 48 challenges that range from easy to expert. It helps develop kids‘ planning, logic, and problem-solving skills.

IQ Stars challenges players to place seven puzzle pieces on the board to solve one of 120 challenges that range from easy to expert. Players choose a challenge, place the star puzzle pieces as shown on the grid, then try to fit in all of the remaining stars. Each puzzle only has one solution.

In Asteroid Escape, players test their pilot skills in order to escape. This sliding puzzle features 60 missions that range from beginner to expert. Designed for kids ages 8 and up, the game includes seven tiles with meteors, one with a spacecraft, and a gameboard with a lid to store all the pieces.

Asteroid Escape

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ALEX BRANDS ALEX Brands’ Ideal line of games expands with Plunge It, a funny, fast-moving game. To start, players flush the toilet and quickly pass the plunger around the flushing toilet until it makes a fart noise.

Players will have to act fast and be the first to plunge the poop.

CRA-Z-ART Cra-Z-Art will introduce new Kodak puzzles next spring, including Kodak Premium Puzzles 100 and Kodak Premium Puzzles 1,500.

Designed for kids ages 6 and up, the puzzles feature richer color and new sizes. Kodak’s photography, imagery, and color comes to the tabletop in these detailed puzzles. Puzzles are also available in 350and 1,000-piece sets.

Cra-Z-Art 3D Sculpture Puzzle is a creative 3-D concept with iconic designs. Kids stack pieces layer by layer to create the sculpture. Paint and paintbrushes are also included, so kids can add finishing touches to the sculpture. Sculpture puzzle monuments include Mount Rushmore, the Statue of Liberty, the White House, and more.

Additionally, Cra-Z-Art will introduce the Keith Kimberlin Puzzle Collection and Animal Club Puzzles, which feature pictures of animals for kids to piece together.

The new puzzles are designed for kids ages 6 and up and will be available in the spring.

TOY FAIR 2018

Games & Puzzles IDENTITY GAMES USA

Identity Games USA will introduce Chomp-Itz Crocodile Dinner, an action game designed for kids ages 6 and up. Kids wear the crocodile mask, and then use the snout to try and pick up plastic fish. The first player to collect all of his or her fish and the gold fish wins the game.

Escape the Room Virtual Reality challenges players ages 16 and up to escape one of two rooms.

Use the included glasses to gather information from the free app, hint cards, and hint decoders to escape in less than one hour.

Designed for kids ages 8 and up, Dodgeball is a fast-paced action game that challenges players to load balls on a rack while trying to protect their game character from losing its head. The first player to rack up all their balls without losing their head is victorious.

UNIVERSITY GAMES

University Games announces a joint venture with Megableu to launch new and innovative skill and action games. Tumball is a nerve-wracking, bead-stacking game for kids ages 5 and up. Up to four players take turns stacking their beads without causing them to tumble. Evil Eye challenges kids ages 5 to 12 to rescue Oscar the Skeleton by blowing out candles before the Evil Eye catches them.

New to the University Games line is Stupid Deaths, the party game with a grave sense of humor. Players avoid the grim reaper as they try to distinguish which stupid deaths are real or fake.

The classic ’70s game, Snakes Alive, will relaunch, challenging players to earn the most treasure by catching the snake.

With the Front Porch Classics 4-in-1 Casino, groups of up to 20 can play Craps, Roulette, Blackjack, and Poker with this wooden set. At more than 5 feet long, Table Top Shuffleboard is a beautiful addition to any game room. Skittle Pool is back in the Front Porch Classics way, as a sturdy, high-quality wood table. This classic pendulum-powered game comes with everything needed to play classic games such as eight ball, solids and stripes, and more.

3D Pixel Puzzles, from University Games’ BePuzzled division, take experienced puzzle builders to the next level. The collection features original and innovative designs geared toward adults—specifically millennials—with retro, quirky, and collector appeal. Meticulously detailed, this line features sushi, hamburgers, skulls, rainbow-pooping unicorns, and more.

University Games’ Briarpatch introduces two new cooperative preschool games.

In the Pete the Cat Missing Cupcakes Game, kids ages 3 and up work together to get the missing cupcakes back from Grumpy Toad. Kids collect colorful cupcakes as they sing songs, act out charades, and identify their favorite animals and foods in this fun board game.

The World of Eric Carle Around the Farm Game introduces kids ages 3 and up to counting and to baby and adult animals. Everyone wins in this cooperative game when each baby animal is reunited with its parent animal. Briarpatch’s Play ‘n Learn system, represented on every package, lets parents know what key learning milestones are accomplished with each game.

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Games & Puzzles PLAYMONSTER

Relative Insanity, from PlayMonster, is a card game created by comedian Jeff Foxworthy. The laugh-out-loud party game uses bits of Foxworthy’s material that players mix and match to create wacky situations. One player reads a setup card, such as “While walking past my sister’s bedroom, I heard her say…” and the other players will decide which of their punch-line cards they want to play. Designed for four to 12 players ages 14 and up and available this spring, Relative Insanity includes 100 set-up situation cards and 400 punch-line cards so the game is never the same.

In Don’t Rock the Boat, available this spring, players take turns setting pirate pieces on the teetering pirate ship, trying not to upset the balance. The player who makes the boat tip and causes pieces to fall off is a landlubber. Designed for kids ages 5 and up, this game features different characters and 16 playing pieces, including pirate penguins, octopi, treasure, and more.

A followup to Yeti in My Spaghetti, Yeti, Set, Go! features four different Yetis with unique personalities. Instead of balancing on spaghetti, these Yetis kick meatballs onto a snowy mountain. In this all-play game, players make their Yeti kick the balls, trying to be the first to get theirs on the ledges. The fast-paced, action-packed game is designed for kids ages 5 and up, and will be available this fall.

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LEARNING RESOURCES

Crashapult STEM Challenge

Learning Resources will add to its collection of games with the Code & Go Mouse Mania Board Game, which is based on the original Code & Go Robot Mouse Activity Set. This analog coding game is a screen-free way to help kids learn STEM skills, including coding and critical thinking. Players draw coding cards and “compute” their path to the cheese. The first mouse to reach the cheese wins. Designed for kids ages 5 and up, the game includes multiple levels of play for up to four players.

Crashapult STEM Challenge is a kid-powered catapult that does not require batteries, springs, or rubber bands. The set introduces kids to educational concepts, such as angles, trajectories, and distance, and encourages trial and error in order to solve the game-like challenges. Designed for kids ages 5 and up, the set includes a catapult, a target, a hoop, a target funnel, a goal cup, launch balls, stickers, and challenge cards.

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Games & Puzzles ART'S IDEAS

Art’s Ideas updated Jenga Throw ’n Go with six colors and new packaging. Players roll the die and move the corresponding colored blocks. Designed for kids ages 8 and up, this game features 54 hardwood colored blocks and will only be available to specialty retailers.

With Jenga Giant, players stand and move around the Jenga tower as they stack the blocks they remove.

Designed for kids ages 6 and up, Jenga Giant Family starts with the tower at 18 inches and can safely stack to more than 3 feet high. Jenga Giant Genuine is designed for players ages 8 and up, and lets players stack up to 4 feet high. With the available Booster Pack, players can continue stacking up to 5 feet. Jenga Giant Premium is a gift set designed for players ages 10 and up, and can be stacked up to 3 feet high.

Jenga Premium is a limited-edition game designed for players ages 10 and up. This set features 54 blocks in a classically elegant design. The blocks stand on an acrylic base for added visual appeal. The heavyweight box is bound with textured paper and stamped copper foil.

Jenga Ocean is eco-friendly and made from 100-percent recycled fish nets. It also features special Jenga Ocean “save the sea animals” rules. By collecting and recycling discarded fishing nets, Jenga Ocean helps protect sea life and ecosystems. Each game features 54 Classic Jenga-sized blocks made from more than 25 square feet of nets. This game is designed for kids ages 6 and up.

Jenga Throw ’n Go

THAMES & KOSMOS Thames & Kosmos introduces new titles to its EXIT: The Game line with EXIT: Orient Express and EXIT: Sunken Treasure. In Orient Express, the murderous culprit is still on board the train, and there is not much time until the train reaches the terminal. Designed for kids ages 12 and up, the case is perplexing and must be solved quickly so that the perpetrator does not escape.

In Sunken Treasure, players search for the legendary treasure of Santa Maria and embark on a dangerous adventure. However, something goes wrong and they become trapped deep in the sea. Players have to solve the riddles of the old wreck and recover the treasure. Sunken Treasure is designed for kids ages 10 and up.

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WOWWEE

WowWee’s What’s That Smell? is a fragrant guessing game that opens up a world of interesting whiffs. Players try to guess the scents correctly to outrank their opponents or suffer the stinky consequences of the Whiff-of-Shame. Kids can also download the companion app and capture all the stinky fun on video. Designed for two to six players, the game includes 48 mystery smell cards, four stank cards, tokens, holders, and a score pad, and will be available this fall.

TOY FAIR 2018

Games & Puzzles EPOCH EVERLASTING PLAY

Game Zone’s Who Cut The Cheese?, from Epoch Everlasting Play, is a new laugh-out-loud game for the whole family. Designed for two to four players ages 4 and up, the object of the game is to slice the electronic cheese without cutting it. It’s a race to get to the finish without a “frrrt.” Players put the pretend knife into the cheese and if they hear a happy sound, they get to move forward.

REDWOODVENTURES

Flying Sushi Kitchen, from RedwoodVentures, puts players’ competitive skills to the test as they pluck pieces of floating sushi from mid-air in a mad dash scramble to fill the sushi order and rack up enough tickets to beat the competition. Use the special, kidfriendly chopsticks to fill the order before time runs out. Add a little wasabi and ginger, but don’t miss the spicy tuna roll or the smoked salmon. Flying Sushi Kitchen includes bamboo shoots, sushi rolls, and chopsticks for five players.

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KD GAMES KD Games, a division of KD Group, will introduce Snot It, a game that challenges players to collect the most snot. Players fill the spinning cup with the foam snot pieces and put on their nose glasses with dangling slime attached.

Players spin the spinner to find out how many snot pieces they will need to pick up using only their nose slime. If a player picks up the correct number of snot pieces, he or she gets to keep them all. If a player picks up more than he or she needed, that player must return all the snot pieces. The player who collects 10 snot pieces first wins. Designed for kids ages 6 and up, the game will be available in the fall.

ANKER PLAY PRODUCTS

Get Set Sketch!, from Anker Play Products, is a board game that challenges players to get their teammates to guess the sketch. One player grabs a piece of paper, chooses a card, picks a line on the game card to draw, and tries to finish the sketch before time runs out. If the team guesses correctly, they move toward the finish line. The first team to reach the finish line and successfully complete the final challenge wins, but Get Set Sketch! features some unexpected twists. The roll of the special card die, and the players’ sketching speed, is what will determine the winner of this game.

TOY FAIR 2018

Games & Puzzles

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

EDUCATIONAL INSIGHTS

TOMY

Designed for kids ages 4 and up, Phil the Fridge, from TOMY, challenges players to get their food into the correct holes as Phil spins. Phil keeps players on their toes as they race to get their colored food shapes into Phil’s fridge before he decides to pop open. If the door opens and the food falls out, players have to start again. The first player to get all of their colored food shapes into the fridge wins.

Educational Insights’ Sculptapalooza combines arts and crafts with game night in a fast-paced, hands-on party game. Designed for kids ages 2 and up, two teams take turns as they draw cards and use the squishy Playfoam to sculpt what they see. Players may be challenged to sculpt with their eyes closed, use their sculpture as a charades prop, or partner with another player. Each team earns a point every time they guess what their teammate sculpted before time is up. The first team to earn 20 points wins.

Designed for kids ages 7 and up, Kanoodle Head-to-Head is a two-person Kanoodle battle. Players slide a challenge card into the board, place the pieces as shown on the card, and race to fit the remaining pieces into the board before their opponent. When a player thinks he or she has a winning configuration, the player presses the button to launch the opponent’s Kanoodle and claim victory.

Kids can spin, match, and stack domino-inspired blocks using Tumbleos My First Game. Kids will develop early childhood skills, including balance, literacy, language, and social development. Designed for kids ages 3 and up, the game will be available in the spring.

Petting Zoo My First Game is a tactile memory game that encourages toddlers to touch and feel their way through the barn. While kids play, they can develop sensory, literacy, language, and social development skills.

Designed for kids ages 2 and up, the sensory game will be available in the spring.

Critter’s Closet My First Game is a silly memory game designed for kids ages 2 and up. Available this summer, kids take turns as they mix and match items to dress up the animals. Kids will touch, feel, and talk while they play, developing sensory, literacy, language, and social development skills.

Also available this summer, Tail Trails! My First Game is a hide and seek game designed for kids ages 2 and up. Kids take turns and talk while they play to develop key early childhood skills to help them follow basic commands and encourage social development to prepare them for preschool.

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Games & Puzzles WREBBIT3D

Wrebbit3D expands its Harry Potter collection with the 280-Piece Knight Bus Wrebbit3D Puzzle, the sixth model in the line. The collection already includes a Hogwarts-Great Hall, Hogwarts-Astronomy Tower, Hogwarts Express, Diagon Alley, and The Burrow-Weasley Family Home, and is expected to expand with more puzzles in time for back-to-school season.

The Urbania Collection expands with the 285-Piece Urbania Fire Station Wrebbit3D Puzzle. This model can be combined with other existing pieces in the collection, such as the 295Piece Hotel, the 300-Piece Cinema, and the 285-Piece Café, to create an idyllic urban-living environment.

Wrebbit3D will also introduce a new Castles and Cathedrals Collection with the 865-Piece King’s Arthur’s Camelot Wrebbit3D Puzzle.

BREAKING GAMES

Sparkle*Kitty, from Breaking Games, is an adorably fun, social, and magical spell card game for players ages 6 and up. In the game, a group of powerful princesses were captured and locked away in Cursed “No Cursing” towers by the evil queen Sparkle*Kitty!

All their words and magic spells vanished and became sugar and spice... almost everything nice.

In Fake News, players score points for the most hilariously believable headlines using image and topic cards for the chosen audience. Designed for players ages 13 and up, everyone is encouraged to add a few house rules to take this party game to the next level.

Fake News includes 225 cards to create endless headline possibilities.

Mixtape is a song and scenario party game that lets each player put together a soundtrack to his or her life. Music tied to memories, memories tied to emotions, emotions tied to life, this card game pairs songs with life experiences. Designed for players ages 12 and up, the game will launch in the spring.

In Unstable Unicorns, players ages 14 and up build a unicorn army, betray their friends, and become friends with unicorns. Players can expand this strategic card game with Not Safe For Work (NSFW) and Dragon expansion packs, sold separately.

It Dies With Me, from Breaking Games, gives players ages 10 and up a peek into the soul of their opponent. Releasing May 1, It Dies With Me ends with one player winning the knowledge of a real secret.

Rise of Tribes is a two- to four-player game that features unique dice-pushing action selection. The game challenges players ages 10 and up to grow their tribe, build villages, gather resources from the land, and lead their people to victory in this light prehistoric civilization game.

Breaking Games will also release Materialism, the second expansion pack for Game of Phones. The expansion focuses on consumerism, including products and descriptions. It features 30 new cards that players ages 12 and up can use with the main game.

In Re-Extinction, dinosaurs have been resurrected for battle. Players ages 8 and up must armor their dinosaurs to defend them from environmental hazards, such as stale grandma smell and boiling rivers of taco meat. In this elimination family game, players compete to make every other player’s dino re-extinct and be the last surviving dinosaur.

Pocket Dungeon Quest is a simplified, casual rogue-like tabletop adventure designed for two to four players ages 8 and up. This cooperative game is inspired by classic video games such as Rogue and Sword of Fargoal, and is made up entirely of tiles that represent a dungeon, monsters, and the items that can be found within. Breaking Games’ latest print of Pocket Dungeon Quest will include a cloth game board and etched dice.

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Games & Puzzles

CORTEX TOYS

Trick-Tac-Toe, from Cortex Toys, is a game of Tic-Tac-Toe with a flip. Set up the game, aim, and strategically flip the mini water bottles. Kids can try to out-trick their friends with hours of flipping action. The game has a reverse side that’s even more challenging. It can be played solo or as a twoplayer challenge.

Kids can bring their bottle-flipping game to the next level with FlipGrip, the perfect companion to Trick-Tac-Toe. Designed for kids ages 5 and up, these silicon caps add grip to the bottle when kids flip.

Pirate Pong is a table tennis game with a pirate theme.

Each player wears an eye patch and tries to hit the ping pong balls over a fish net.

NinjaBall is an action-packed game in which players jump and dodge as their opponents try to take out their Ninja teams made up of little Samurai figures with a giant 25-inch ball. Players must combine strategy and wits to be the last Ninja standing.

All of the above games are designed for kids ages 5 and up, and will be available in May. With BrainPaths, players can use their fingertips to stimulate the mind-firing neurons that improve memory and cognition. There are three different BrainPaths to try, including “Globe Trotting,” “Mindful Excursion,” and “Exploratory Expedition.” Players can challenge a friend to trace out a pattern the quickest. BrainPaths debuted in January.

SENSIBLE OBJECT Sensible Object introduces the first expansion to its augmented reality stacking game Beasts of Balance with Beasts of Balance Battles. Battles adds new levels of competition to the cooperative board game, as two to three players each take on the role of a Divine Creator of a single region: Land, Sea, or Sky. Players aim to fill their region with powerful beasts while stealing and destroying those of their opponents.

Designed for kids ages 7 and up, the Battles expansion pack contains 16 augmented reality Battle cards containing the same NFC technology as the physical game pieces. Each player’s hand of cards enables them to invoke effects on the digital realm. Some focus on attack, some aid in defense, and some manifest in surprising ways. The Battles pack also contains a new Legendary Beast—Magmaaargh The Cantankerous—that introduces new action into the game.

Voice Originals is a new series of voice-augmented tabletop games. Players set up the board, fire up the associated Alexa Skill, and combine a tabletop and digital gaming experience face-to-face. Alexa teaches players how to play, keeps score, and immerses them in the the game. The world of each Voice Original is brought to life through voice acting, music, and sound effects. Alexa serves as players’ guide to this unique experience, even helping in times of trouble.

The first Voice Originals title is a travel trivia game, When in Rome, in which players can visit somewhere new with friends and family when they turn on the smart speaker. Prototyped during the Alexa Accelerator, Powered by Techstars, When in Rome will be available this summer. In the game, players choose a home city and then travel the world on Alexa Air. Players get to meet 20 real locals from cities worldwide, from Mumbai to Chicago, who will ask questions about local customs, street food, and more. Getting the answers right and nabbing elusive souvenirs earn Explorer Points.

TOY FAIR 2018

Games & Puzzles MINDWARE MindWare’s MW Wholesale branch welcomes Peaceable Kingdom to its collection of brands this year. Peaceable Kingdom creates games that encourage kids to play together and inspire cooperation and kindness.

In the game Gnomes at Night, someone has stolen the queen’s treasures and dropped them in the castle’s maze. Players must work together to maneuver the magnetic gnome movers around the maze to collect all the treasures before time runs out. Kids must communicate, strategize, and think fast in order to find the treasures and win the game. Designed for kids ages 6 and up, the game will be available next summer.

SPIN MASTER New from Spin Master, 5-Minute Marvel is a fastpaced cooperative card game in which players choose from 10 of their favorite Marvel Avengers to battle past evil entities until they finally face major boss battles. Each major boss battle must be defeated in less than 5 minutes. The game is based on the gameplay of the original 5-Minute Dungeon game, first launched on Kickstarter. Five progressively difficult Marvel bosses deliver strong re-playability. 5-Minute Marvel is made for kids ages 8 and up and will be available this fall.

Silly Sausage is a handheld, speedy reaction game that commands players to interact with an electronic sausage. Players switch it on and wait for its commands, including 10 games and five actions, such as “twist,” “shake,” “poke,” “stretch,” and “dip.” This party game is designed for kids ages 6 and up and is available now.

Coming out this fall, Killer Party is a series of disposable adult party games that break the ice as partygoers unravel a series of murder mysteries. There are three episodes in the line, including Bone Appetit, in which players unravel the mysterious murder of an infamous celebrity chef; Fangs for the Memories, in which players must determine which monster goes from undead to dead; and Kiss of Death, which tells the tale of a bachelorette reality dating game that ends with a cancelled season. The games are made for kids ages 16 and up.

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YULU

Tic Tac Tongue, from YULU, is a game of skill and speed for kids ages 4 and up. Players put on chameleon masks, flip a number card, and face off to knock down the correct insect card. The chameleon that knocks down the most insects the fastest is the winner.

Designed for kids ages 6 and up, Bowling Head puts a spin on the classic game of bowling. Players compete to knock down their pins first, without using their hands. Each player wears a headband that includes a string with a ball attached to the end. Players then move their heads back and forth, swinging the ball into the pins to knock them down.

In Fire Quest, players have to overcome five obstacles on a path and light up a temple to find the treasure.

Players set up checkpoints and challenges around the room, and let the color of the light-up torch guide them through the challenges. The player to reach the final docking station in the shortest time wins. Fire Quest is designed for kids ages 6 and up.

LOONEY LABS

Zendo, from Looney Labs, is an inductive logic game in which players use crystalline pieces to build structures marked by the Moderator according to a secret rule selected from a versatile deck of options. By observing the patterns and testing their guesses, players narrow down the possibilities until someone is able to guess the rule. Easy to adapt for cooperative play, it also teaches players how to employ the scientific method.

Zendo is designed for players ages 12 and up and is available now.

Get the MacGuffin is a quick game in which players must make clever use of a limited hand of cards ranging from ridiculously powerful to just ridiculous. Designed for players ages 8 and up, players can take calculated risks to try to gain the coveted MacGuffin, but they must try to hold onto it until the last card is played.

For players ages 12 and up, Anatomy Fluxx is the newest addition to Looney Labs’ education line and takes players deep into the human body. From bones to blood vessels, Anatomy Fluxx is packed with body bits. Players must be on the lookout for virus, mutation, and bacteria creepers. Two Learning Rules will get players’ brains in gear with anatomical trivia.

Get the MacGuffin and Anatomy Fluxx will be available in April.

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Games & Puzzles NORTH STAR GAMES North Star Games announces three new additions to its Happy Planet line of family games, including the fast-paced game Monster Match. Suitable for kids ages 6 and up, players roll the special monster dice, and then race to find a monster that matches the one rolled. The first player to identify and catch the correct monster earns donut points. Catch the wrong monster, and lose donut points.

Happy Salmon Blue Edition is the same game as the original Happy Salmon, but with different colored cards. Players can enjoy it by itself, or combine it with the original game to get up to 12 players in on the fun.

A successor to Happy Salmon, Funky Chicken replaces Happy Salmon’s celebrations with dance moves.

Players ages 6 and up can spin in place, bump hips, swing a partner, and dance the funky chicken in an effort to get rid of their cards first.

WINNING MOVES GAMES

THE HAYWIRE GROUP

Box Of Rocks – Fake News Challenge, from The Haywire Group, is a quirky trivia game for players ages 12 and up. With a wealth of knowledge, players will vote for a candidate who is correct at least 33 percent of the time, and has no negative press covfefe.

In Hedgehog Hustle, kids ages 5 and up play as a team to try to save the baby hedgehogs from the owl. Players will take turns bouncing ping-pong balls into the food slots indicated on the cards to feed the hedgehogs in the allotted number of turns, but they must beware of the owl.

Ice Pop Swap, from Winning Moves Games, is a card-swapping game designed for kids ages 4 and up. The first player to collect four ice pop sticks of one color wins, but kids should be aware of Icky Sticks, which won’t count toward their winning collection.

With Monopoly The Card Game, players experience the fun of the classic board game with the gameplay of Rummy. Players draw and trade cards to build the most valuable hand of Monopoly cards before their opponents. Designed for players ages 8 and up, the deck includes property cards, token cards, house and hotel cards, and free parking that all add to a player’s payoff.

The first player to place five stones in a row or capture five pairs of opposing stones is the winner in Pente. Based on several popular games in Asia, Pente is a contemporary strategy game for kids ages 8 and up.

Classic Rummy Tiles includes stadium-style racks that give each player a good view of their personal set of tiles. The easy-to-read tiles come in large, bold-printed numbers in black, blue, green, and red. Designed for kids ages 8 and up, the object of the game is to make sets or runs with tiles and go out first for the win.

Rubik’s Tower is a twist on the original Rubik’s cube. Designed for kids ages 8 and up, the tower combines two two-by-two Rubik’s cubes that stack on top of each other, rotating around a central axis to create a twisty puzzle.

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HASBRO

Hasbro’s Chow Crown game puts a twist on viral food-eating challenges. Designed for kids ages 8 and up, players load six hanging forks with various food items of their choosing and place the spinning crown on their heads. Then, they eat as many snacks as possible before the music stops to keep the crown.

New to the Speak Out line is Speak Out Showdown. Designed for kids ages 8 and up, Speak Out Showdown puts players head-to-head as they try to simultaneously get their teammates to correctly guess more phrases than the opposing team in 60 seconds. The Don't Step In It electronic speech interrupter randomly chooses when players are allowed to speak.

Players must avoid stepping in poop in Don’t Step In It. The game, designed for kids ages 4 and up, features a mat on which players place mounds of a brown compound. Players take turns spinning the spinner to find out how many steps to take across the mat while blindfolded, and the player to take the fewest steps in poop wins.

Hasbro moves Jenga off the table with the Jenga Pass Challenge. Designed for kids ages 8 and up, players stack the blocks on the platform to build their tower while holding onto the platform handles and passing to their opponents after each turn. The last player to successfully stack a block and pass the platform without crashing the tower wins.

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Dolls & Plush

Deluxe Baby Assortment

FOLKMANIS The Woodland Animal Set, from Folkmanis, includes four portable finger puppets for playtime on the go. The set includes a black bear, a gray squirrel, a beaver, and a red fox, along with species information in a colorful canvas carrying case.

The Frog Life Cycle is a three-stage puppet that teaches kids about science. The first stage is a lenticular printed egg that kids can animate. Next, kids use the zippers to tuck and reveal the tadpole stage into the frog stage as kids animate the mouth to tell the story of metamorphosis.

Little ones can engage in a playful game of peek-a-boo with the Mouse in Pumpkin and Worm in Apple puppets.

These classic toys are soft and have beautiful details.

The Flying Pig puppet features a plump, plush body, feathery wings, and a charming face with wide-open eyes and long lashes. Find multiple pockets for puppetry magic in the mouth, ears, wings, and all four trotters.

A hybrid animal and official mythical creature of Wyoming, the Folkmanis Jackalope puppet is full of personality.

This chubby cuddle bunny also has a rack of horns.

Low-tech enhancements provide a gentle vibrating purr to the Purring Cat puppet. This mellow and easy-going gray British Shorthair also has a movable mouth and swishable tail.

All Folkmanis Puppets are suitable for kids ages 3 and up, and these new introductions will be available this spring.

JAKKS PACIFIC The Deluxe Baby Assortment, from Jakks Pacific, features Disney Princess dolls with soft and cuddly bodies for kids to nurture.

Designed for kids ages 2 and up, these dolls can hold their pacifiers and suck their thumbs. The assortment includes Ariel, Aurora, Belle, Rapunzel, Cinderella, and Tiana.

The Royal Ball Gown Elena of Avalor doll features Elena dressed in her animated TV series-inspired red royal ball gown and tiara. Designed for kids ages 3 and up, the doll is 14 inches tall and features long curls, a removable dress, shoes, and a tiara.

Kids can relive the adventures from Disney’s Moana with the Singing Moana & Friends doll and figures. Moana is dressed in her signature outfit, her shell necklace activates 12 movie phrases, and she sings “How Far I’ll Go.” Designed for kids ages 3 and up, the doll comes with Pua and Heihei figures.

Also available is the Walk and Flop Pua. Kids can pull on the pig’s tail to watch him take a couple of steps, flop on the floor, pick himself back up, and walk a little more.

MGA ENTERTAINMENT MGA Entertainment’s BABY born MOMMY!, Look I Can Swim doll automatically swims in water, with arms that move and feet that kick. The doll comes with a bathing suit, goggles, and flippers, and has rooted hair for fun hair play. Available in blonde, brunette, and curly, the doll will launch in the spring and is designed for kids ages 3 and up.

Worm in Apple puppet

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Dolls & Plush WOWWEE Kids can swing, pet, and rock WowWee’s Fingerlings Hugs to sleep and hear them react. If kids give them a quick kiss or a long smooch, the plush will kiss them back in the same way. Kids can also record something and then hear them repeat it back in funny ways and throw and twist them in the air for a silly remix. Fingerlings Hugs will be available this fall.

KIDKRAFT KidKraft celebrates its 50th anniversary of creating dollhouses and additional play products. KidKraft’s product lineup is made with interactive features, modern play platforms inspired by cultural trends and consumer feedback, and improved assembly with the introduction of EZ Kraft Assembly technology.

The Teeny House Dollhouse is a fully mobile dollhouse with functional wheels and a trailer hitch so that kids can take it on the go.

The dollhouse is nearly 2 feet tall and can fit 12-inch fashion dolls. The dollhouse includes 13 pieces and pre-assembled accessories and will be available in April.

The exclusive, limited-edition Grand Anniversary Dollhouse features artistic details on a custom-designed dollhouse that can be passed down from generation to generation. The dollhouse is more than 4 feet tall and offers four levels of play, including furniture pieces, accessories, and working features. Designed for kids ages 3 and up, it will be available next August.

The Grand View Mansion Dollhouse with EZ Kraft Assembly is 4.5 feet tall, has four levels of play, and features more than 30 pieces of furniture, a gliding elevator, and a garage. Kids can rock the baby to sleep in the attic nursery or bake in the kitchen. The dollhouse is designed to fit 12-inch dolls, and will be available in March.

The 4-foot Charlotte Dollhouse with EZ Kraft Assembly features modern details and four levels of play. The dollhouse is designed for 12-inch dolls and has enough space for multiple kids to play together. The set has wooden details, two patios, and a 14-piece furniture and accessory pack. The dollhouse will be available in August.

The retro So Stylish Mansion with EZ Kraft Assembly is nearly 4 feet tall and features three levels on which to play. The mid-century-inspired modern dollhouse offers 360 degrees of play space and room for multiple kids to play together. The wheeled base allows for easy mobility from room to room, and the wheels can also lock to ensure that the dollhouse stays securely in place. It also features two moveable staircases that can clip onto any floor of the dollhouse, and a 40-piece furniture and accessory set. The set is compatible with 12-inch dolls and will be available next August.

The Disney Princess Royal Celebration Dollhouse is compatible with kids’ 12-inch dolls. The set features four levels and stands more than 5 feet tall. The dollhouse includes a kitchen, a dining room, a bedroom, and a working turret elevator that glides up to the second and third floors. It also includes a 10-piece accessory set, including an expansion accessory that looks like a storybook when closed, but unfolds to reveal more dollhouse rooms.

Kids can use the expansion accessory with the dollhouse, or take it on the go for mobile princess play. The Disney dollhouse will be available next June.

All of these dollhouses are designed for kids ages 3 and up.

Grand View Mansion Dollhouse

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Dolls & Plush Ariel Disney Princess Little Kingdom Magical Movers Mini Playset

GUND GUND will offer the Flappy Soft Book this year, featuring Flappy the Elephant, with which kids can play peek-a-boo. This 8-inch activity book will keep babies engaged during play with sensory-stimulating crinkle, ribbon for tactile play, soft plush pages, and more. The soft book is perfect for on-the-go playtime, machine washable for easy cleaning, and is appropriate for all ages.

The Chomper Dino Head and Unicorn Head are 15-inch plush wall décor. The dinosaur has soft, flexible teeth and navy blue spikes, while the unicorn features a sparkling horn, reins, and a rainbow-colored mane.

A wall mount is included to hang the décor on nurseries, bedrooms, and play rooms. The Chomper Dino Head and Unicorn Head are surface washable for easy cleaning and are made for kids ages 3 and up.

GUND’s Pusheen line expands with Super Pusheenicorn, featuring touch-activated lights in her horn and mane and three sound effects.

Pusheen is a popular web comic that follows the chubby gray tabby cat who loves cuddles, snacks, and dress-up.

Unicorn Head

TOMY Kids can pose and customize the Sonic 8-inch Collector Plush, from TOMY. Designed for kids ages 3 and up, the highly detailed and articulated Classic Sonic figure features interchangeable facial expressions, hands, and accessories. Sonic comes with a display stand that serves as storage for unused accessories.

Kids can re-create the antics of Nature Cat, the nature adventuring feline, with the Nature Cat Feature Plush. Kids can press his belly to hear 13 phrases from the Nature Cat animated series. Nature Cat Feature Plush is designed for kids ages 3 and up.

Sonic 8-Inch Collector Plush

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HASBRO Hasbro introduces Disney Princess Little Kingdom Magical Movers, designed for kids ages 4 and up, with individual figures and play sets. The Disney Princess figures have a string that kids can pull and release to charge the doll and launch it into twirling movements. The Dance ‘n Twirl Ballroom Belle Castle Playset features Belle twirling down a ramp into the ballroom with her enchanted friends, Mrs. Potts, Lumiere, and Cogsworth, looking on.

The Disney Princess Little Kingdom Magical Movers Mini Playset Assortment features both Jasmine on a flying carpet and Cinderella on a horse. Ariel will be available in the fall.

FurReal Shaggy Shawn Pet is a Yorkie pup in need of a shave. Designed for kids ages 4 and up, Shawn comes with a pretend buzzer that makes buzzing sounds and vibrations to make it seem like he’s really getting a trim.

When kids pet his head, he makes happy puppy sounds.

FurReal Ricky, The Trick-Lovin’ Pup Pet is eager to try new tricks and has more than 100 sound and motion combinations. Designed for kids ages 4 and up, kids can help Ricky with his tricks, such as flipping his bone, shaking his paws, and shuffling. Kids can feed him treats to reward him, but he might need a bathroom break.

The Baby Alive Potty Dance Baby Doll lets kids know when she needs to use the potty. After she drinks from her water bottle, the doll will start dancing and kids can place her on the potty. When she’s done, kids can pretend to wash her hands with the included soap bottle.

Designed for kids ages 3 and up, the Baby Alive Potty Dance Baby Doll speaks both English and Spanish, and has Mommy and Daddy play modes.

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Dolls & Plush AURORA WORLD Aurora World will add new ranges to its tokidoki collection next spring. Designed for kids ages 3 and up, the Japanese-inspired lifestyle brand will feature new licensed plush. Aurora World will extend the Unicorno and Mermicorno collections with Lolopessa, Lilypad, and more. Additionally, Aurora will add a Moofia range, featuring cow- and milk-themed characters that will be available in blind bags, as clip-ons, and as standalone plush.

Aurora World will also launch Luxe Boutique next spring. Suitable for all ages, the line consists of an assortment of animal plush made from luxurious materials.

New Precious Moments plush featuring the teardrop characters will be available next spring.

Aurora’s Miyoni line of stuffed animals combines realistic designs with handmade materials. New additions to the line will be added next spring, including house pets and exotic arctic and jungle animals. Suitable for all ages, the plush will be available in different sizes.

Miyoni line

CUDDLE BARN Cuddle Barn introduces a new collection of animated plush inspired by the picture book Llama Llama Red Pajama. The book tells the story of Llama Llama, who wants to be comforted by his Mama before falling asleep. A new animated series voiced by Jennifer Garner launched on Netflix in January. The 14-inch Animated Mama Llama recites the entire Llama Llama Red Pajama book. This plush version of Mama Llama holds Llama Llama and a plush book, and is made for kids ages 2 and up. The 11-inch Llama Llama in Red Pajamas plays phrases from the book when kids press its hand. The 6-inch Llama Llama Squeezers play phrases from Llama Llama Red Pajama when kids hug them to help tell the story. The Squeezers are available in Mama Llama and Llama Llama. The new Llama Llama collection will be available in April.

Complete with a red bandana, My Puppy Ollie is every kid’s best friend. Kids can play a fun game with this plush when they press his right foot. When kids press his left foot, Ollie flaps his ears and sways his head to the songs “This Old Man” and “Where Has My Dog Gone?” while kids sing along.

The perfect companion for a fun dance party, My Monkey Marvin is looking groovy in his green bandana. My Monkey Marvin will play a fun game when kids press his right foot. When kids press his left foot, he flaps his ears and sways his head to the songs “Apples and Bananas” and “Five Little Monkeys.”

With synchronized mouth and body movement, Woodchuck Chuck teaches kids how to sing fun tongue twisters. Kids can learn four different tongue twisters: “How Much Wood Could a Woodchuck Chuck,” “She Sells Seashells By the Seashore,” “Peter Piper Picked a Peck of Pickled Peppers,” and “The Green Grass Grows All Around.”

Available this month, the Peaceful Jungle Collection is a line of huggable, cuddly plush animals that feature soft color-changing lights and soothing nature music to help send toddlers and babies to sleep. Each furry friend comes with an adjustable volume control.

The Birthday Cupcake Squeezer—Unicorn offers a fun way to celebrate birthdays.

With just a squeeze, it plays “Happy Birthday” and the candle lights up. The candle blows out at the end of the song.

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My Monkey Marvin

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Dolls & Plush WICKED COOL TOYS This year, Wicked Cool Toys will celebrate the 35th anniversary of Cabbage Patch Kids, created by Xaviar Roberts, with the 35th Anniversary Edition Vintage Kids Collection. Additional brand extensions include new Lots-of-Licks Adoptimals (the Kids’ furry best friends), party-themed 14-inch Kids, and Mealtime Magic Babies. The Little Sprouts collectible line and Cuties plush dolls will also expand.

Wicked Cool Toys revived Teddy Ruxpin last year, and will further expand the brand with 10 new stories this year, for a total of 20 stories for kids to choose from. Additionally, the company will launch the Hug ’n Sing Teddy Ruxpin and Grubby Collection this fall. These huggable stuffed friends each include 30-second song clips from Teddy Ruxpin stories. Four collectible styles include Adventure Teddy Ruxpin, Friendship Teddy Ruxpin, Lullaby Teddy Ruxpin, and Grubby.

MATTEL Mattel’s Barbie Fashionistas Doll Assortment expands this year with more styles, fashion, shoes, and accessories to reflect the world kids see around them. The diverse line has four body types, 10 skin tones, five eye colors, 12 hair colors, and 12 hairstyles. The line is made for kids ages 3 and up and will be available in the spring.

Hug ‘n Sing Teddy Ruxpin and Grubby Collection

SPIN MASTER This year, Spin Master’s Luvabella and Luvabeau dolls come in new outfits, feature further advancements in programming, and offer a new Fugglers snuggle mode. Kids can care, nurture, and play with Luvabella and Luvabeau using the doll’s interactive accessories. From feeding time with the spoon, to play time with their Lamby, to nap time with the bottle, Luvabella and Luvabeau will respond with natural reactions. The more kids play and care for these dolls, the more the dolls learn. The dolls’ vocabulary will expand from baby babble to more than 100 words and complete phrases.

Each Fuggler character has a distinctive look with unique eyes and material patterns, a signature button hole, and a toothy, creepy smile or grimace. The Medium Fuggler Assortment offers 50 9-inch characters for kids to collect. The Fugglers Large Plush Assortment offers 12-inch styles, and some have claws. Rare chase characters will have a golden button hole on the back. Fugglers are made for kids ages 4 and up and will be available in the fall.

Masha and the Bear Interactive Masha giggles when kids swing her from side to side. The doll also recites 12 phrases from the show and sings a song. Kids can dress Masha in three new outfits with the Masha and the Bear Deluxe Snap and Fashion set. Each outfit comes with its own accessories and easily snaps onto Masha. Outfits include a swimsuit with flip flops and a rubber ducky, a school dress with glasses, and a blue play dress. Both Masha and the Bear items are available now for kids ages 3 and up.

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Dolls & Plush PILLOW PETS

Wild Animal Blue Dino

Pillow Pets will introduce its first lines designed specifically for babies with My First Pillow Pet and Naturals Pillow Pets. My First Pillow Pet comes in three sizes—5-inch, 11-inch, and the classic 18-inch. They feature pastel colors to match nursery décor.

The Natural Pillow Pets line features soft and cuddly animals in two different sizes—11-inch and 18-inch—that are made from soft Sherpa materials.

Pillow Pets expands its 5-inch, 11-inch, and the classic 18-inch sizes to include new designs, such as a unicorn, a puppy, a new dinosaur, wild animals, and more.

The Sleeptime Lites line combines a night-light and a plush toy in one.

Sleeptime Lites create a rainbow glow and a starry display on the ceiling, and feature a built-in timer that shuts off after 20 minutes. There are three different light options, with alternating hues of amber, blue, and green.

Pillow Pets now offers Sesame Street plush. Some of the most recognizable characters, such as Elmo, Cookie Monster, and Abby Cadabby, are included. The Sesame Street characters will also be available as Pillow Pets Sleeptime Lights.

KELLYTOY Kellytoy launched Squishmallows last fall with 19 different characters, each with its own unique storyline. Currently available in three different sizes—8-inch clip-ons, 13-inch, and 16-inch styles—the company plans to launch 5-inch and 20-inch styles, along with several seasonal styles for Valentine’s Day, Easter, fall, Halloween, Christmas, and a new baby line. Squishmallows act as a couch companion, a pillow pal, a bedtime buddy, or a travel mate.

JUST PLAY This year, Just Play introduces the Barbie Dreamtopia Kiss and Care Unicorn Doctor Set so kids can pretend to care for enchanted creatures.

Designed for kids ages 3 and up, the set comes with a soft plush unicorn that features a magical light-up horn and tools to care for the fairytale friend, including a stethoscope, a bottle, a syringe, a horn cast, and an ice cream snack to reward patients. The included rainbow backpack lets little ones take their tools with them on the go.

Designed for kids ages 6 and up, JoJo Siwa Singing Doll: “Kid in a Candy Store” sings the new JoJo Siwa song, “Kid in a Candy Store.” The 10-inch doll wears JoJo’s signature oversized pink bow and features poseable arms and legs. It also includes a pink microphone and a hairbrush so kids can brush and style the doll’s blonde hair.

Barbie Dreamtopia Kiss and Care Unicorn Doctor Set

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Dolls & Plush DOUGLAS CO. Douglas Co. will introduce a new line called Fur Fuzzle. Fur Fuzzle Poms are collectible, clip-on, pom pom-shaped plush animal heads. There are eight styles in the initial collection, including Caticorn, Hot Pink Unicorn, Rainbow Unicorn, Owl, Rainbow Narwhal, Sloth, Spunky Hedgehog, and Llama. Each 3- to 4-inch wide Fur Fuzzle Pom has its own individual personality. For example, the Llama Pom Clip is a natural-looking llama head with long eyelashes, while the Rainbow Narwhal Pom Clip has bright multi-colored fur and a silver horn.

Fur Fuzzle Crossbodies are 5.5- to 6-inch bags that feature soft, satin fabric lining and a secure snap closure. Each bag has a single white corded carrying strap that can adjust to fit across the body. Fur Fuzzle Crossbodies feature the same eight styles as the Fur Fuzzle Poms in the initial collection.

Caticorn Fur Fuzzle Pom All Fur Fuzzle items will be available in March.

ALEX BRANDS ALEX Brands will add to its Kaloo line with the Imagine Collection, a new range that features fresh colors, illustrations, and soft fabrics designed for babies to hold on to and snuggle. The plush are available in two sizes, include Doudou-style blankies, and are packaged in a Kaloo keepsake box.

The Tendresse Collection also expands with soft dolls in smaller, approximately 7-inch sizes. There are six styles to choose from, and each doll features an outfit and custom-embroidered details.

Baby Bijoux

EDUCATIONAL INSIGHTS Educational Insights introduces new lifelike baby dolls to its collection. Baby Doux introduces kids to imaginative play with deluxe European-designed baby dolls. Made for kids ages 2 and up, the dolls feature realistic details, “just like me” skin tones, and a soft vanilla scent.

Baby Bijoux is a handcrafted European baby doll that features anatomically correct features. Designed for kids ages 3 and up, the line consists of eight dolls that are available in male and female styles and different ethnicities.

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Dolls & Plush BEVERLY HILLS TEDDY BEAR Squishamal

Beverly Hills Teddy Bear is launching Squishamals in the spring. These plush combine on-trend, foam squish toys with soft, high-quality, detailed plush. There will be 36 characters to collect, with more characters set to launch later. Squishamals feature characters including narwhals, unicorns, penguins, and puppies, and come in three sizes: 2.25-inch Backpack Clips, 3.5-inch Core Squishamals, and 8-inch Large Squishamals.

There are currently more than 200 Surprizamals for kids to collect, with more available this spring with the launch of series 7. The new series includes a new porcupine, beaver, pelican, and more, with new chasers and rare characters. Care Bears-licensed and Puchi Gumi-style Surprizamals will also be available, including new super rare and special editions.

In addition to the collectibles is the Deluxe Mama and Baby series.

Each set comes with a large plush and three surprise babies exclusive to the series. There are three styles for kids to collect.

SOPHIA’S CORTEX TOYS Cortex Toys will introduce SnapDolls, a new line of cloth dolls with interchangeable styles, accessories, and personalities. The dolls are meant to inspire girl power and big dreams, with characters such as young scientist Zoey and future Olympian Maddie. The dolls are designed for kids ages 3 to 10, and will be available in May.

Sophia’s introduces the Cash Register Play Set, sized for kids to play with their 18-inch dolls and plush. This 21-piece set has a numerical keyboard and several larger buttons that all make sounds and/or light up, a scanner wand, a produce scale, and an operational money drawer. Five pieces of fruits and vegetables, three food boxes, paper bills, coins, and a credit card are included.

The new Grocery Basket Play Set comes with 14 pieces, including a colorful plastic shopping basket with working handles, 10 pieces of fruits and vegetables, and three food boxes. The set can act as an expansion to the Cash Register Play Set. Both play sets are available now and are designed for kids ages 5 and up.

Cash Register Play Set

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Dolls & Plush JAY@PLAY Jay@Play will introduce the Flipazoo Flip Box Surprise, designed for kids ages 3 and up. Kids can unbox a Flipazoo Puppy and then flip to reveal the surprise character. There are more than 20 different styles to collect, with more surprises inside, such as sunglasses, stickers, a dog bowl, and more.

Designed for kids ages 3 and up, Wish Me Pets glow when kids kiss their noses. Kids can watch as the puppy’s bow or the unicorn’s horn glows, then make a wish and blow out the light to hear magical sound effects.

Pop A Lotz Surprise Pops let kids push and pop to see which of 12 different plush characters they get. Designed for kids ages 4 and up, each Surprise Pop features confetti, pom poms, scented plush, foodie plush characters, collectors’ chips, and more.

Designed for kids ages 3 and up, Flip ‘n Play Friends are two cuddly characters in one. Kids can flip them upside down or inside out to reveal the second character. Styles to collect and flip include unicorn to kitty and dragon to troll.

KD GROUP KD Group’s KD Kids brand will launch the Rescue Runts line, which features a plush puppy, kitten, unicorn, and dragon that have matted fur, dirty paws, injuries, and fleas. Kids can care for and nurture their Rescue Runts with the included comb, flea tweezers, and towel. Little pet owners can remove the bandages and perk up their pets’ ears to complete the transformation from stray pet to one that has a loving home. Kids can write their name on the collar to make the adoption official. The plush pets’ messy fur, downturned ears, dirty paws, and bandages can be restored for repeated animal rescue play. Designed for kids ages 3 and up, Rescue Runts will be available in 4-inch and 7-inch assortments.

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Wish Me Pet

SNAPTOYS Snaptoys’ Snuggle ’n Hug friends is a collection of cute and cuddly animals from the Arctic. These 11-inch interactive friends talk and shiver to let kids know they’re cold. Kids will hear their teeth chatter and funny phrases, and warm them up with a big hug, making their cheeks glow. Each Arctic animal will play multiple phrases when kids press their right fin or paw and when they get a hug. The line includes four styles: a penguin, a walrus, a polar bear, and a bunny.

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Dolls & Plush Mon Grand Poupon Adele

NEAT-OH! The Nici Wonderland Dolls, from Neat-Oh!, are soft, plush dolls designed for kids ages 2 and up. Each doll is soft enough to cuddle, and is machine washable and dryable. There is the 11.8-inch Nici Celebration Doll Minivickie, as well as the Zoo Keeper Gift Set, which includes an 11.8-inch Minidiane doll and plush accessories, such as a giraffe, an elephant, a monkey, a bottle, and gloves. The reversible clothing fits all 11.8-inch Nici Wonderland Dolls.

Minivicky Celebration Doll

COROLLE Corolle will introduce Mon Premier Poupon Sweetheart Pink from the Mon Premier Poupon collection.

Designed for kids ages 9 months and up, the 12-inch doll has a soft body and wears soft pajamas and a cap. The collection offers basic accessories to introduce pretend play, and acts as a transition doll for kids between the newborn and toddler ages.

Designed for kids ages 3 and up, Mon Grand Poupon Adele is a 14-inch baby doll that features long, blonde hair for kids to brush and style with the included pink hairbrush. The Adele doll features soft, vinyl skin with the signature Corolle vanilla scent. The doll’s blue eyes close when kids put her down for a nap or bedtime, and its lightweight body is weighted at the bottom to allow it to sit up.

WILD REPUBLIC Huggers, from Wild Republic, are soft, 8-inch plushies that hug kids back.

When kids spread the arms of the stuffed toy and give them a squeeze, the huggers instantly wrap their arms around their new human friend. Their specially designed snap bands provide a safe and friendly grip that can be worn on wrists, backpacks, strollers, bikes, and more.

Wild Republic’s Playful Plush stuffed animal line features smiley wild animals positioned in playful poses. There are different animals for kids to choose from, including black bears, wolves, tigers, snow leopards, cheetahs, pandas, red pandas, and white tigers.

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Huggers

FUN2PLAY TOYS Fun2Play Toys will add Poo-nicorn Fuzzy Flips to its collection this spring. These colorful stuffed animals will give kids the power to shape the Poo-nicorn Plushiez into the Poonicorn Droplings and vice versa.

ADORA Adora’s new Adoption Babies are 16 inches tall with soft bodies and fresh baby powder-scented vinyl. The line features four baby dolls: Hope, Cherish, Precious, and Joy. Each doll has a different skin tone and eye color, and they each come with a certificate of adoption, a pacifier, a hospital bracelet, a disposable diaper, and a blanket. Each Adoption Baby has eyes that open and close, and comes in its own crib. Designed for kids ages 3 and up, the dolls will encourage kids to nurture and engage in pretend play.

Also new to Adora’s collection, BathTime Baby Tots are small baby dolls, suitable for the bath, pool, or any water fun. Each of these mini babies is 8.5 inches tall, with a soft body and fresh baby powder-scented vinyl. Each BathTime Baby Tot has a swimsuit-printed body, and comes with a removable animal-themed bathrobe available in frog, owl, bunny, kitty, and elephant styles. Designed for kids ages 1 and up, the dolls have QuikDri bodies and are 100-percent machine washable.

BathTime Baby Tot Owl

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Outdoor & Active ZING Kids can wave and play with Glove-A-Bubbles, from Zing. Kids can remove the bubble pouch from the glove, pour one of the two bubble solutions into the pouch, dip the glove into the bubble pouch, and wave the glove back and forth to see bubbles form instantly. Glove-A-Bubbles come with one glove, two packs of bubble solution, and a refillable pouch. Made for kids ages 3 and up, Glove-A-Bubbles come in eight different animal-themed styles, including a lion, an alligator, a hippopotamus, an elephant, a dinosaur, a panda, a bunny, and a monkey.

Metal Tek Balls and Metal Tek Footballs, from ZingSportz, are made with unique Metal Tek material. The balls and footballs look like sleek metal, but are actually soft playthings. Made for kids ages 3 and up, each Metal Tek Ball and Metal Tek Football is available in four colors.

TANGLE The Tangle NightBall Inflated Soccer Ball will feature new colors this year. Full size and inflatable, this soccer ball’s design makes it easy to pass, volley, dribble, and score. Super bright LEDs illuminate the ball from within.

The new Tangle NightBall Inflated Football features a unique Matrix design with a long-lasting durable material, and includes replaceable batteries.

The Tangle NightBat features bright LEDs that illuminate the sleeve with every swing and hit. Complete with a light-up baseball, this set lets kids hit, run, and score anytime—day or night.

All of the above Tangle products are designed for kids ages 8 and up, and will be available in the spring.

Tangle NightBat

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PLAYMONSTER The Super Spinner, from PlayMonster, is a contemporary upgrade on outdoor swinging designed for kids ages 3 and up. The round curved seat, adjustable double-braided ropes, and weather-resistant clips are designed for a safer, more comfortable ride. The Super Spinner is designed to hang from a tree, a play set, or a secure structural beam.

Easy to install and made with durable materials, Super Spinner swings are built to withstand the elements and can accommodate riders of many sizes.

There are two Super Spinner versions available this spring. The original Super Spinner is designed for one or two kids, engineered to hold up to 200 pounds, and available in green, blue, red, purple, pink, and yellow. The Super Duper Spinner is available in hunter green and allows for multiple riders—even adults—with a weight capacity of 650 pounds.

TOY FAIR 2018

Outdoor & Active AMLOID Amloid’s redesigned NextWave Jumbo Beach Basket is an activity set that comes with accessories that kids can use at the beach or in a sand box. The cover also detaches from the basket so it can double as a jumbo animal sand mold.

The basket features a nylon shoulder strap and a comfort grip handle for on-the-go portability, and the collapsible folding case also makes for easy cleanup. The 15-piece set includes assorted sea creatures and nautical forms, a bucket with a handle, castle molds, a rake, a roller, a sand spinner, a sifter, and shovels. Designed for kids ages 2 and up, the NextWave Jumbo Beach Basket will be available in three styles: Flamingo (pink), Whale (purple), and Shark (teal).

DARON WORLDWIDE TRADING Daron Worldwide Trading introduces the F-15 Electric Glider, an electric plane that features a built-in gyro sensor for smooth flight. Made of light and durable plastic material, the tail and rudders can be adjusted to perform flight stunts. The motor automatically starts for up to 10 seconds at launch. The electric motor lasts up to one hour, and charges easily via a USB cable.

LITTLE KIDS Little Kids Inc. will debut a new line of bubble toys designed for kids ages 5 and up. Building on the success of its Fubbles products, the Slick Tricks line is designed to help kids learn and execute bubble tricks.

The line will launch in the spring and will feature four products: Slick Tricks Make It Bounce, Slick Tricks Make It Stack, Slick Tricks Make It Morph, and Slick Tricks Make It Stretch. Kids can learn different bubble tricks, including how to make different bubble shapes, make a long, stretchy chain of bubbles, bounce bubbles with gloves and headbands, and more. Two additional products—Slick Tricks Level Up and Slick Tricks Master It—compile multiple tricks in each package to help kids become bubble experts.

Little Kids will also expand its line of bubbles with new licensees, including a partnership with Entertainment One (eOne) for products that feature Catboy, Owelette, and Gekko from PJ Masks. PJ Masks No-Spill Bubblin’ Bucket features the Little Kids patented No Mess design, and PJ Masks Bubble Vehicle Assortment lets kids hand crank chains of bubbles out of the Cat-Car, Owl Glider, and Gekko Mobile. Kids can also create continuous streams of bubbles with the PJ Masks Bubble Blastin’ Machine. The PJ Masks Water Rescue Pack Assortment allows kids to fill up the backpack, take aim, and blast water up to 30 feet. The collection will also include a PJ Masks Giant Bubble Wand Assortment and PJ Masks 8 Sesame Street Giggle & Bubble Elmo oz. Bubbles Assortment. The new line will be available in the spring.

Sesame Street products will also be available in new designs this spring. Sesame Street No-Spill Bubble Wobblers feature the No Mess design. Elmo and Cookie Monster wobble back and forth but don’t tip over or spill. Sesame Street Giggle & Bubble Elmo lets kids touch Elmo’s nose to make him sing, count, talk, giggle, and blow bubbles.

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Outdoor & Active YULU TOYS Kids can unleash their ultimate throwing power with the Helix Power Swing, from YULU Toys. The football-shaped ball, designed for kids ages 6 and up, features a rollback plastic string that helps generate maximum velocity for kids to launch it more than 350 feet.

The Helix Hyperball can travel more than 150 feet at fast speeds.

Designed for kids ages 4 and up, the Helix Hyperball has a tab kids can hold to gain momentum and then launch it in the air. It is available in three colors.

YVOLUTION Yvolution refreshes its Y Fliker Air Series with the Y Fliker A1 for kids ages 3 to 8 and the Y Fliker A3 for kids ages 7 and up. The three-wheeled Y Velo scooters will feature new angled footplates designed to provide a better platform for a faster ride and quick-response brakes for increased control. The Y Fliker Air Series will also incorporate a new wheel design and will be available in vibrant colors.

The Y Velo and Y Velo Junior balance bikes have a new design featuring vibrant colors and a redesigned wheel. Both will have new molded handlebars with ergonomic handgrips and an accessory slot. Additionally, the Y Velo Junior, designed for kids ages 18 months to 3 years, will prepare kids for cycling with its learn, grow, pro balance modes, including trike, trainer, and bike. The Y Velo is designed for kids ages 3 and up.

HASBRO Hasbro’s Nerf Microshots Series Assortment captures the iconic look of the original Nerf blasters, but in a smaller version. Designed for kids ages 8 and up, this series includes compact versions of the Nerf N-Strike Elite Rough Cut 4x4, the Nerf N-Strike Elite Stryfe Blaster, and the Nerf Zombie Strike Crossfire Bow. Kids can load and fire fast with the Nerf N-Strike Elite Infinus blaster.

Designed for kids ages 8 and up, it features a 30-dart removable drum and motorized, rapid-fire blasting.

Hasbro introduces Nerf’s first Mega Accustrike blaster with the Nerf Accustrike Mega Thunderhawk, which features a barrel extension on the top.

Nerf Rival Prometheus MXVII-20K Designed for kids ages 8 and up, the blaster allows for steady and accurate shots with a flip-down biopod, and includes a 10-dart, side-loading clip.

The Nerf Nitro Aerofury Ramp Rage Set features a motorized blaster and long-jump ramp for stunts with foam Nerf Nitro cars. Also new to the Nerf Nitro line is the Nerf Nitro Doubleclutch Inferno Blaster, which allows kids to launch up to two cars at once. Designed for kids ages 5 and up, the blaster comes with targets, ramps, and obstacles.

Kids can fight zombies with the Nerf Zombie Strike Revreaper blaster. Designed for kids ages 8 and up, it features a pump-powered handle instead of a trigger. The visible gear mechanism shows the gears as they turn when launching from the 10-dart, top-loading clip.

The Nerf Sports Dude Perfect HoverKup Game is designed for kids ages 6 and up, and features two battery-powered cups that glide and hover across flat surfaces while players try to aim the balls into the moving cups.

The Nerf Rival Prometheus MXVII-20K blaster can fire 10 high-impact rounds per second and holds 200 rounds in its easy-loading hopper. Designed for kids ages 14 and up, the Prometheus MXVII-20K Blaster is fully motorized with a rechargeable battery.

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Outdoor & Active JAKKS PACIFIC The new Fly Wheels Junior Flyer, from Jakks Pacific, features a 10-inch front wheel that grips the sidewalk and ergonomic easy-grip handlebars with a button for sound effects. Designed for kids ages 2 to 4, the Fly Wheels Junior Flyer will be available in numerous licenses, such as Mickey Mouse, Minnie Mouse, Paw Patrol, PJ Masks, Peppa Pig, Cars 3, Disney Princess, Disney Frozen, Avengers, and Incredibles 2.

The Fly Wheels 15-inch Cruiser features LED lights that light up as kids ride. Designed for kids ages 3 to 7, this cruiser has a three-position seat that adjusts as the child grows, large rear wheels, and a sculpted front plate featuring kids’ favorite properties, such as Avengers, Spider-Man, Disney Frozen, and Cars 3.

The Master a Million 74 mm ball challenges kids to see how quickly they can reach 1 million bounces. Designed for kids ages 5 and up, the ball includes an audio cable to connect to mobile devices. Kids can download a free app to sign up and track each bounce. The LCD screen will display three different milestones and 15 encouraging messages.

The Mighty Runner gaming system is an interactive running adventure game that Morfboard combines physical and digital play, designed for kids ages 5 to 10. The free Mighty Runner app syncs through Bluetooth, and kids can customize their virtual avatar with eight categories and more than 150 different features. There are three different worlds to play: Track & Field, Amazon Adventure, and Zombie Dash. Players run, jump, and slide to grab gold coins and dodge obstacles, objects, or zombies.

The Morfboard is designed for kids ages 8 and up, and is a high-performance deck that transforms in seconds to create a new play experience. Simple lock-and-release technology allows users to drop Xtensions into the board and turn them 90 degrees so kids are ready to skate, ride, balance, or bounce. The Morfboard Skate/Scoot Combination set includes a board and the Scoot and Skate Xtensions. The Morfboard Balance Xtension features a tube with a rubber roller traction pad, and the Morfboard Bounce Xtension features rubber rebounders and adjustable padded foot straps.

DYNACRAFT Dynacraft’s Stable Buddies are soft, plush, electronic ride-ons that reach a maximum speed of 2.5 mph. The Stable Buddies Willow Unicorn 6V Plush Ride-On features unicorn sounds, a light-up horn, and a stable. The Stable Buddies Chestnut Horse 6V Plush Ride-On features realistic horse sounds, music, a removable bandana, and a stable. Designed for kids ages 2 and up, the ride-ons are available now.

The Trolls 6V Super Coupe reaches a maximum speed of 2.5 mph and reverses on hard surfaces and grass. Designed for kids ages 3 and up, it features a chrome-looking interior, a working horn, doors that open and close, and an MP3 input and speaker. Also available is the Trolls 6V Quad, designed for kids ages 18 months and up. This one-speed quad features push-button operations to accelerate and release the break, light-up handlebars, and 45 minutes of ride time per charge.

The Ozone 500 18-Inch Bike has adjustable training wheels and is designed for kids ages 6 and up. This bike is available in multiple styles, including Girls Rule, Molten, Rattlesnake, and Mysterious, each with custom graphics, padded seats, and rear coaster breaks.

Dynacraft also has 16-inch and 18-inch bikes featuring several licenses, including Shopkins, Hello Kitty, Barbie, Hot Wheels, and Power Rangers.

Stable Buddies

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Outdoor & Active HUNTER PRODUCTS Kids can learn to play like a professional athlete with Hunter Products’ ESPN Future Pro balls. Designed for kids ages 5 and up, the line of custom sports balls can teach kids how to nail a three-pointer in basketball, make a chip in soccer, throw a perfect spiral in football, or pitch a perfect curve ball in baseball. Each ball was designed by professional athletes, and there are coaching videos online that kids can watch to master the use of ESPN Future Pro balls.

KETTLER The Londero outdoor games, from Kettler, are made in Italy out of high-quality beechwood. The Croquet Set with Cart comes with four wooden mallets, four 70-millimeter resin balls, two pegs, and 10 metal wickets. The storage cart has wheels for easy set and storage. The line also includes the Classic Bocce Set, the Junior Bocce Set, Petanque, Lawn Bowling, and the Children’s Croquet Set. The Mountain Racer sled is styled like a bobsled, has a steering wheel and metal brakes with clamps, and is designed for all experience levels. Additional available sleds include the Snow Spider, the Snow Tiger, and the Snow Shuttle De Luxe.

Kettler’s Theo Klein division expands with the Weber Smoky Joe Grill, Braun Hair Dresser Case, Rescue Back Pack, Vet Transport Carrier, and Hot Wheels Car Service Engine.

SAKAR Sakar introduces Voyager, a line of hoverboards, electric scooters, electric skateboards, and electric bikes, this year. The Voyager line is set to hit retail in May. Designed to enhance commutes safely and fashionably, some items in this line feature wireless charging and integrated Bluetooth speakers.

Voyager’s electric scooters have batteries built into their foldable frames and motors built into the wheels, so everything is concealed for a sleek design. The LCD display screen—which is integrated into the center of the handlebar—provides real-time monitoring of speed, mileage, power, and assist modes. Travel distances for the scooters range from 7.5 to 12.5 miles and speeds of 10 to 13 mph.

Voyager’s electric boards have their battery and electronics integrated inside the deck and the motor is built right into the wheel, allowing the board to maintain a sleek form factor. The boards come with a handheld controller that allows the rider to toggle between beginner and expert modes to adjust the speed settings. The boards can travel up to 15 miles on a single charge at speeds of up to 25 mph.

The hoverboards offer a total riding distance of 4.3-5.6 miles before needing a charge, and travel at a speed of 6 mph. Featuring a design with a protective heat shield, Voyager hoverboards maintain the highest safety ratings in the industry.

The electric bikes are constructed out of a high-grade aviation aluminum alloy, weighing only 35 pounds. The bikes feature a digital display panel and a removable battery integrated into the frame. They can be used as regular bicycles, or riders can activate the pedal assist feature to gain electric support and travel up to 20 mph with minimal effort. The bikes can travel up to 31 miles before needing to be charged.

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Outdoor & Active TUCKER TOYS The E-Z Grip Flag Football Set, from Tucker Toys, includes a full-sized E-Z Grip Football with an attached Velcro flag that rips from the ball to end each down. The ball and flag are soft, durable, and waterproof for active play in any weather.

Kids can play catch with the E-Z Grip Cling-It long-distance flying discs. The comfort grip paddles are magnetized so that the E-Z Grip octagon-shaped discs will be drawn to the metal facing on the paddles for an easy catch.

The E-Z Grip Flexi Disc is a bendable throwing disc made with a rubberized pattern surrounding water-resistant nylon. Kids can fold it up, stick it in their pockets, and take it on the go because of the lightweight, super grip pliability.

PLASMART PlaSmart introduces Watermelon Ball Jr, a smaller, lighter, and brighter version of the original Watermelon Ball.

Players can dribble, kick, bounce, pass, and more with this ball in the water. Watermelon Ball is designed for kids ages 6 and up.

Kids can drive indoors and outside on flat surfaces with the Paw Patrol PlasmaCar, inspired by the TV series. No batteries, gears, or pedals are required to power this car.

The Kimber Verve 3-Wheel Junior Kick Scooter will be available in February. This scooter is equipped with an adjustable handlebar and a rear foot brake, providing security to new riders. Both vehicles are designed for kids ages 3 and up.

DUNCAN TOYS The F-15 Eagle Fighter and EX-1 Glider, from Duncan Toys, EX-1 Glider are planes equipped with a built-in G-sensor system that starts the motor with three quick flicks of the wrist. The new technology allows for an hour of play with each 20-minute USB charge. There are two speed settings to allow kids to play in different sized areas: five-second flight for more controlled areas, and a 10-second flight for full release in large fields.

The F-15 Eagle Fighter launches swiftly with a lot of thrust, has a soft landing when power is consumed, and is available in two paint patterns.

The EX-1 Glider includes a paint design kit so kids can customize their plane. Both planes include a USB cable charger, an extra propeller, and flight manuals for navigation maneuvers that require adjusting the elevator, rudder, and trim.

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Outdoor & Active SATURNIAN 1 Saturnian 1. will introduce the Grip Zone Carbon Fiber Design Footballs, Soccer Ball, and Soft Flying Disc in the spring.

The football comes in two sizes—8.5 inches and 10.5 inches— with double laces and a mega grip mesh surface that makes it easy to grasp, throw, and catch. Kids can play in any weather thanks to the waterproof soft cover.

The soccer ball comes in an 8-inch size and the soft flyer comes in a 9-inch size. These products are designed for kids ages 6 and up.

FUZION SCOOTERS Fuzion Scooters redesigns its Z250 Entry Level Pro Scooter with two new graphics, five colors, and new Fuzion-designed custom components. Designed for intermediate riders, the scooter features a flat-bottom deck with rails ideal for grinding, and noise-free and adjustable brakes. The 23-inch by 22-inch Fuzion Drift Riser Bars are larger than before and made from chromoly steel.

The scooter holds a maximum weight of 220 pounds.

PRIME TIME TOYS The Mega Melon Sprinkler Ball, from Prime Time Toys, is a 3-foot inflatable watermelon ball that spouts water from four different fountains.

The Light Show Spinning Sprinkler is a light-up, hydro-powered, spinning dome with a Super Swirl Water Spout and Wiggle tubes that will soak kids for backyard fun.

The sprinklers are designed for kids ages 4 and up.

The Battle Monster is a pressurized water blaster that sends water soaring up to 38 feet. It has two blast modes, constant blasting and pump action, and comes with adjustable spray nozzles.

The Aqua Strike is a compact blaster that comes in a three-pack super set with three different team colors—orange, green, and red.

The water blasters are made for kids ages 6 and up.

The Tactical Strike Accelerator Motorized Ball Blaster holds 25 Tactical Strike foam rounds that launch up to 100 feet per second. It features a built-in trigger lock for safety when kids need a break from battle.

To add to the action, teens can disguise their troops with the Tactical Gear Mask, with adjustable elastic bands and breathable holes. It comes in three interchangeable colors: red, blue, and green.

The Tactical Strike Titanium Ball Blaster features a quick-load hopper and holds eight foam rounds that launch up to 100 feet per second. The pump-action blaster cycles through the rounds as kids pull back the tactical grip slide and release the trigger. The built-in trigger lock secures safety when teens wave the white flag.

The Tactical Strike 50-Tactical Strike Round Refill comes with 50 rounds to replenish ammo. Tactical Strike products are designed for ages 14 and up.

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Outdoor & Active DIGGIN Diggin is expanding its Spinos line with Spinos Solo v. 2, a magnetic force field ball. Kids can spin the sphere and connect the Power Ring with the magnetic force field around the Spinos to appear as though they are controlling the spinning sphere without touching it. With new colors and designs to collect, kids can play and learn games and tricks, such as battling and maze challenges.

The Dodge Blaster is Diggin’s first air-powered blaster that launches plush balls. Kids load the dodge ball into the front nozzle, pump to fill the air pressure chamber, pull the trigger, and shoot dodge balls up to 25 feet away. Both items are designed for kids ages 6 and up.

IMPERIAL TOY Kids can add their favorite beverage to Imperial Toy’s Lick-A-Bubble to create flavored bubbles they can eat. Each bottle contains the Lick-A-Bubble solution and an integrated wand in the cap.

The solution was invented by a pediatrician, allergist/immunologist, and is 100-percent safe and doctor-approved. Lick-ABubble is designed for kids ages 5 and up.

The Disney Lights and Sound Bubble Wand lights up and plays music with the press of a button, while bubbles continuously blow out. The wands are available in Disney’s Mickey Mouse, The Little Mermaid, and Rapunzel styles, and each plays a unique song. The battery-operated bubble toy is suggested for children ages 3 and up.

The KAOS Splash Tank is a portable and easy-to-assemble water dunk game in which kids can soak their friends. To play, kids can assemble the 4.5-foot tower, add water to the bucket, and then take turns trying to hit the target with the three included Aqua Splasher balls. When kids hit the target, the water will splash down. The Splash Tank is made for kids ages 8 and up. These items will be available in the spring.

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Spinos Solo v. 2

GREEN TOYS Green Toys is set to launch Sesame Street gardening kits in the spring. Abby’s Garden Planting Activity Set teaches kids about gardening with coloring pages and activities, such as matching and spot-the-difference. The 16-piece set includes three plant markers, sticker sheets, and a trowel.

Kids can get into the garden with Abby and Elmo with the Watering Can Outdoor Activity Kit. This set includes a watering can, a rake, a shovel, seed packets, and an activity guide with matching games, pattern challenges, coloring, and more.

Elmo Explores Activity Set includes a bucket, a rake, a shovel, and an activity guide that will prompt kids to ask questions, find shapes, and investigate opposites.

HABA HABA adds active kids’ games to its collection. In Socken Zocken Active Dog Rally Active Kids Kids, designed for kids ages 5 and up, players slip into the role of little sock monsters. The goal of the game is to make a complete mess with your socks. Players must run between various laundry baskets and quickly distribute their socks. This game keeps kids active by having them run back and forth.

In Dog Rally Active Kids, designed for kids ages 4 and up, a rolling toy moves across the floor and colorful treats fly out from both sides. Players must pretend to be a dog and chase the rolling toy. The first player to collect the right dog treats will win the Dog Rally.

ROLLPLAY

The Rollplay 12V Dune Rampage, from Rollplay, is designed for kids ages 3 to 8. The battery-operated ride-on toy features four-wheel steering and oversized wheels with rubber traction strips to handle the outdoor terrain, and can cruise at speeds up to 6 mph. Its heavy-duty steel frame allows it to maneuver around tight corners and fast turns. Kids can listen to the radio or connect a music player to the MP3 jack. It also has working LED headlights, and will be available in the fall.

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Impulse & Collectibles ALEX BRANDS ALEX Brands introduces Breakaway Ballz and Screw Ballz.

Each ball in Breakaway Ballz series one features eight foam pieces that break apart when kids throw it against a hard surface, revealing a bouncy ball surprise inside. The line features six different characters to collect.

Each ball in Screw Ballz series one consists of two characters twisted together. Kids can untwist and morph characters, and then twist them back together.

There are six balls and more than 140 possible combinations.

BULLS-I-TOYS Bulls-i-Toys introduces Galaxy Goo to its collection. Galaxy Goo is a tactile, collectible, and educational toy. Each piece has its own unique colored space goo, a premium collector card with planetary facts, and a display base. There are nine styles to collect, representing eight planets and the sun.

Galaxy Goo will be the first product from Brain Stem, a new brand from Bulls-i-Toys. It is designed for kids ages 4 and up.

Squish ‘Ums Yummy series one, designed for kids ages 6 and up, is a series of squishable cupcakes, dougnuts, and ice cream treats.

There are 16 styles to collect in four scents. Animal Jam Abatons, designed for kids ages 3 and up, are collectible Animal Jam character figurines that kids can stack, knock down, or flick. Each collectible piece has been totem styled into an Abaton shape so kids can play different games or invent their own. As an added bonus, every pack features a code card to unlock exclusive content in the Animal Jam digital game.

Breakaway Ballz

MOOSE TOYS Moose Toys’ Shopkins Season 9 Wild Style Shoppet Single Pack introduces Shoppets, the Shoppies’ furry friends and the newest additions to the Shopkins world. The new line introduces the world of Pawville, featuring Shoppets Wild Style, and each figure has a furry finish. The new Shoppets include Kissy Boo, Caterina, Pupkin Cake, Bunny Bow, Ambear Bow, Kitty Crumbles, Foxy Lemons, Snow-Fro and Rainbow Sparkles, Squeak Sweetie, Minty Paws, Sugar Swirl, and Hip Hip Hamster. Designed for kids ages 5 and up, Shoppets also come with their own exclusive Shopkin.

Moose Toys will extend its collection of Pikmi Pops, which are lollipop containers filled with miniature scented plush. Each Pikmi Pops Season 2 Surprise Pack includes a plush, a surprise message, a dangler string, a collector’s guide, and a lollipop stand. There are also new surprise items to find, including notebooks, sticker sheets, nail decals, pencil cases, charms, key rings, and erasers. Kids can display their Pikmi plush inside the lollipop, or use the dangler string to hang their Pikmis from backpacks, keys, phones, notebooks, pencil cases, and more. Designed for kids ages 5 and up, there are more than 45 mini Pikmi plush to collect, including Shimmery Sea and Fantasy Pikmis.

Cutie Cars Shopkins Season 2 Three Pack includes three Cutie Cars and mini Shopkins, with one exclusive Cutie Car in every pack.

Designed for kids ages 5 and up, there are four packs to collect: Pretty Performers, Speedy Style, Dessert Drivers, and Breakfast Beeps.

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Impulse & Collectibles JUST PLAY Just Play will introduce a collectible line based on the new animated film Peter Rabbit. Designed for kids ages 3 and up, the Peter Rabbit Collectible Figure Set features detailed 3-inch figures of characters from the new film, including Peter Rabbit and Flopsy. Kids and collectors can collect the poseable figures, which include removable clothing to enhance imaginative play.

Kids can re-create scenes from the new film with the Peter Rabbit Egg Capsule figures. The detailed 3-inch, flocked figures come packaged in an egg capsule. Designed for kids ages 3 and up, the figures are poseable and include removable clothing for imaginative play. The full assortment includes Peter Rabbit, Flopsy, Benjamin, Johnny Townmouse, and Pigling Bland, each sold separately.

Designed for kids ages 3 and up, the Peter Rabbit Garden Set allows kids to create their own garden. Help Peter water his garden with the pretend watering can, and plant vegetables with the removable carrots and cabbages. The play set comes with a 3-inch Peter Rabbit flocked figure, a garden planter box, a gate, a watering can, a pumpkin, cabbages, and carrots. Peter Peter Rabbit Garden Set Rabbit features removable clothing and poseable arms and legs.

ALPHA GROUP US Alpha Group US will launch Miximals in the spring.

The new Miximals Miximals Surprise Mixie with Accessory features a Surprise Single pack, so kids won’t know which mixed-up animal they’ll get. The animals include a Cheetahkeet, a Bunnaphant, and more, each with its own mixed-up accessory. Designed for kids ages 4 and up, there are more than 40 to collect in series one. Kids can also expand their Miximals collection with the Miximals Miximals Surprise 3-Pack with Accessories.

Designed for kids ages 4 and up, Miximals Mobile MixUp - Banana Submarine has room for two Miximals and includes one MixEmUp and two accessories.

MGA ENTERTAINMENT L.O.L. Surprise! Confetti Pop will have nine surprises and a new way for kids to unbox their dolls and accessories. Each surprise, such as a secret message, baby bottle, shoes, ring tattoo, and more, will reveal a hint of which doll kids will unwrap. Kids can feed or bathe their doll for an additional water surprise. Series three is made for kids ages 3 and up and has more than 35 dolls, including new clubs such as swim, sleepover, STEAM, rock, and more.

Crate Creatures Surprise! lets kids ages 4 and up use the crowbar to break into the crate and reveal a mystery creature. The creature will vibrate, scream, and have glowing eyes when kids pull its tongue. Kids can feed it food to hear it chomp away, pull its tongue for fun sounds and gross noises, and record and yak back phrases. Available in Blizz and Sizzle characters.

L.O.L. Surprise! Confetti Pop and Crate Creatures Surprise! will be available in the spring.

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Crate Creatures Surprise!

TOY FAIR 2018

Impulse & Collectibles KAHOOTZ TOYS Kids can give Kahootz Toys’ HypnoGizmo Twirly Toy a twist and watch as it twirls with whirling, clicking fun. This fidget toy keeps kids’ hands busy and minds engaged with its kinetic flow. Cascading colors intrigue the senses with perplexing patterns and mathematical motion. Designed for kids ages 6 and up, each HynoGizmo Twirly Toy comes ready to play right out of the box, and also includes a desktop display stand. Kids can also customize new creations with the Make-Your-Own HynoGizmo activity kit, which is sold separately.

BASIC FUN! Basic Fun! launched its new Poopeez brand this year, featuring a web series and a collectible toy line. Poopeez takes viewers into Kerplopolis, a toilet-themed city that is home to more than 36 characters, including T.P., Pooji, Skidmark, The Toot Fairy, Dumpling, and Lil’ Squirt. The Porta Potty Multipack comes with six characters, including two exclusive characters.

Poopeez blind capsules come in packaging that resembles rolls of toilet paper, and the first series includes 36 characters for kids to collect. The Toilet Launcher Set lets kids plop their Poopeez in the toilet, flush them, and wait for them to launch. The Toilet Launcher Set comes with two exclusive characters. The new line of collectibles and mini play sets are designed for kids ages 4 and up.

Basic Fun! will also introduce new licensed Mash’Ems and Fash’Ems this year. Kids can twist, squish, and collect these squishy, stretchy collectibles. Mash’Ems and Fash’Ems come in blind capsule packaging.

Mash’Ems Blast’Ems reveal an inflated surprise character that will expand in size and then shrink back down to the collectible size after a few hours. Kids remove the lid, flip it over, bop the top, and watch it blast. Designed for kids ages 4 and up, the first series features six Spider-Man characters. Mash’Ems Hatch’Ems reveal an inflated surprise character that will shrink back down to collectible size after a couple of hours. Kids pop the lid and bop the top to crack and hatch a squishy surprise. Designed for kids ages 4 and up, the first series has six dino characters.

Basic Fun! will also introduce a line of collectible construction toys based on the first-person puzzle horror computer game, Bendy and the Ink Machine. The line will include blind packs, buildable figures, and scene sets based on settings and characters from the game, including Bendy, Brois the Wolf, and Alice Angel. Designed for kids ages 7 and up, this new collectible line will launch this spring.

Exploding Kittens, the popular card game and successful Kickstarter campaign, will be reimagined as a buildable and collectible construction line this fall. Designed for kids ages 7 and up, the sets will highlight the game’s characters, and will be available as blind packs, buildable figures, and scene sets.

This spring, Basic Fun! will introduce its new collectible line of CakePop Cuties, which feature a decorated CakePop with a surprise Cutie character made of squishy foam inside. Kids can take the top off of the CakePop and use it as a base to display their cutie. Designed for kids ages 4 and up, each CakePop includes one Cutie, one Sweetie accessory, and a collector sheet. Kids can build their collection of CakePop Cuties with multipacks, which contain two visible Cuties and one surprise Cutie hidden inside the CakePop. Multipacks contain exclusive characters that are not sold separately.

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Impulse & Collectibles ZURU This March, ZURU will launch Smashers, a new collectible intellectual property.

Each Smashers character is housed inside a red Smashball. Kids smash the ball open to discover which Smasher is hidden inside. Once unboxed, kids can battle, collect, Smashers and score with their Smashers—each one has its own Smash Point value.

The first series will offer a wide variety of sports characters to collect to promote sports engagement for kids worldwide. Designed for kids ages 3 and up, Smashers focuses on teamwork to show kids that working together can be fun, productive, and rewarding.

5 Surprise is a new capsule toy that kids can unwrap and peel to reveal the five surprises inside. Wave one features more than 300 toys to collect. 5 Surprise offers kids thousands of possible combinations of what could be inside. Designed for kids ages 3 and up, capsules feature a huge range of toys, with new waves of toys to be introduced every six months.

SUPER IMPULSE Super Impulse grows its World’s Smallest collection to include more iconic retro brands in tiny working versions.

New brands that will be added this year include World’s Smallest Lite Brite, World’s Smallest Care Bears, World’s Smallest Fisher-Price Corn Popper, World’s Smallest Rock’ Em Sock’ Em Robots, World’s Smallest 1965 Astronaut Barbie, and more. These new additions will be available in the spring for kids World's Smallest Lite Brite ages 4 and up.

The World’s Smallest Tiny Arcade is a line of 4- by 2by 2-inch functional arcade games. The screen size is less than 1.5 inches and each version comes with the complete gameplay; a full-color, high-resolution screen; authentic game sounds, a joystick, and two control buttons in a backlit arcade-style cabinet. Made for kids ages 3 and up, Tiny Arcades are now available in Pac-Man, Ms. Pac-Man, Space Invaders, and Galaxian, with Galaga and Frogger coming soon.

REDWOODVENTURES RedwoodVentures will introduce new waves of its Smooshy Mushy collectibles throughout this year.

Each Smooshy Mushy series includes mystery, randomly assorted, adorable surprise pets. Kids can unwrap the container to find out which scented Smooshy Mushy Pet and Bestie surprise pops out from inside.

Additionally, games, accessories, and stickers are included in each package.

Available this July, SeeMeez are interactive hologram pals that fit in kids’ pockets. SeeMeez Virtual Friends respond to touch. Kids can feed them when they’re hungry and nurture them when they’re tired, and they surprise and delight kids with holographic antics. SeeMeez is the interactive hologram experience that brings to life collectible, virtual pets and enables kids to create custom hologram messages they can share with friends.

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Impulse & Collectibles BONKERS TOYS Bonkers Toys introduces Maniapps, a new line based on popular brands for games and apps, including Bowmasters, Fruit Ninja, Jetpack Joyride, Talking Tom, Temple Run, slither.io, Cut the Rope, Agar.io, Goat Simulator, and more. Designed for kids ages 6 and up, the new line will launch later this year and will include apps that have more than 11 billion game downloads in the first assortment.

The range of products will feature collectible figure blind bags, blind box backpack clips, small plush, and mystery multi-packs.

Maniapps

Whiffer Sniffers

WHIFFER SNIFFERS Whiffer Sniffers introduces series six of its scented plush characters available as backpack clip-ons, larger huggable plush versions, and scratch ’n sniff stickers. Six new characters will join the family in Whiffer Sniffers Series 6, Part 1 in February, followed by five more characters being released in Whiffer Sniffers Series 6, Part 2 in April.

Whiffer Squishers is a new line of collectible slow-rising scented squishy toys with six squishy styles.

HASBRO Hasbro’s Mighty Muggs feature a push-and-turn mechanism that allows kids to push down on the figure’s head to change its facial expression. Designed for kids ages 6 and up, each figure has three different facial expressions. Mighty Muggs are available in Marvel and Star Wars styles.

The My Little Pony Cutie Mark Crew Collectible Sets are inspired by characters from My Little Pony and My Little Pony Equestria Girls. Designed for kids ages 3 and up, the theme packs include figures in 2-inch sizes and are available in five-character packs with a mystery in each one. There are three assortments in wave one and two assortments in wave two.

Hasbro expands its Littlest Pet Shop line with the Littlest Pet Shop Frosting Frenzy Pet pack, designed for kids ages 4 and up. The pack includes 13 pets featuring sparkly frosting themes and habitats that can be attached to a ring base that kids can wear.

The Littlest Pet Shop Cosmic Pounce Collection Pack features 11 figures with four classic-scale pets that glow in the dark, seven smaller pets, and a wearable star-shaped habitat.

The Littlest Pet Shop Tr’eats Truck play set comes with Trip Hamston, a cheese-loving owner, and two other pet pals. Kids can make Trip prepare food in the kitchen and send it up to a rotating food wheel. The truck can hold up to 30 pets of different sizes.

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Star Wars Mighty Muggs Rey

TOY FAIR 2018

Impulse & Collectibles EDUCATIONAL INSIGHTS

Educational Insights introduces Playfoam Pals, which feature an animal friend hidden within each pod. Kids can pop the pal apart and swap its head and body with pieces from other Playfoam Pals collectibles to create different combinations of critters. Kids can also use the squishy pods of Playfoam in each pod to sculpt nests, beds, perches, and other play props. Designed for kids ages 5 and up, the line features 12 Playfoam Pals pods, including a super-rare endangered animal critter.

SPIN MASTER Spin Master introduces Twisty Petz, a line of collectibles that kids can transform from animals into bracelets with a simple twist. Featuring gem details and sparking finishes, there will be various Twisty Petz for kids to collect, including limited-edition animals. Kids can wear them as bracelets, necklaces, or clip them onto backpacks. Suitable for kids ages 4 and up, the line will be available in the fall.

Spin Master adds new collectibles to its line of Hatchimals CollEGGtibles.

The Hatchimals Spring Basket features ombre eggs, pastel colors, and exclusive characters. It comes with six characters and eight nests, and will be available in the spring.

Flush Force Hatchimals CollEGGtibles season three introduces Hatchy Friends Forever.

Each new Hatchimals character has a best friend, squad, or twin. Kids can hatch a pair of best friends and put them in special poses, such as piggybacks, high fives, and more. Season three will be sold in one-, two-, and fourpacks, as well as two-pack and one dozen egg cartons in the spring.

Hatchimals CollEGGtibles season four features a Hatch Bright theme. The Hatchimals will shine bright when placed in the light. There will be more than 80 characters for kids to hatch and collect, including metallic, glitter, translucent, and glow-in-the-dark characters. Season 4 will be sold in one-, two-, and four-packs, and will be available in the fall.

There will also be new play sets and holiday-themed collectibles coming out throughout the year. All Hatchimals CollEGGtibles products are made for kids ages 5 and up.

The Tech Deck line expands with Tech Deck Dudes, a squad of collectible mini skaters from the city of Dudesburg. This line of collectibles is character-driven, with each Tech Deck Dude belonging to his own crew. There are 11 crews, including Brainy Bunch, Ninja Squad, and Ghost Gang, and more than 70 Tech Deck Dudes to collect in series one. Each Dude comes with a removable skateboard with rolling wheels so that kids can snap their Dude onto their board or swap boards with other Dudes and pull off wicked stunts. Tech Deck Mini Dudes are available in single packs, two-packs, and four-packs, are made for kids ages 5 and up, and will be available in the spring.

Spin Master also introduces the Flush Force line of collectibles, inspired by all things flushed down the toilet coming back up the toilet to attack. Flush Force comes in two-packs, five-packs, and eight-packs, and has new flush-to-reveal technology so kids can fill the toilet’s water and shake to find two collectible Flush Force characters. If the water turns green, kids unveil a rare Clogger, and if it turns purple, they unveil a super rare Unflushable! Each Flushy belongs to its own group and may have a special finish, with characters such as squishy Squirmin Vermin, color-changing Grimy Grubs, or unflushable Putrid Parts. There are 150 characters to collect, including rare and super rare Flushies. The line also includes sets such as the Flush Force Collect a Bowl and Potty Wagon.

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Impulse & Collectibles LEARNING RESOURCES This fall, Learning Resources introduces Beaker Creatures, a new line of science-themed collectibles that combine the thrill of collecting with hands-on science experiments for kids. Little scientists can discover, classify, and explore 35 collectible characters from five different families. Reactor Pods fizzle to reveal the creatures, and the classification cards help kids identify their new friend.

Beaker Creatures sets are also available, and include two dissolvable eggs and a working lab with science experiments for kids to perform. Each Beaker Creature comes with facts and quizzes about real creatures. Designed for kids ages 5 and up, the line is available as individual eggs or science lab sets.

WOWWEE Fingerlings Minis are the latest addition to WowWee’s Fingerlings line. Each blind bag comes with a mystery mini monkey, unicorn, or sloth pencil topper. They are rated as popular, rare, exotic, and ultra-rare, so kids can collect them all and challenge their friends. Each pack also comes with a mixand-match bracelet and a tail charm.

JAKKS PACIFIC Jakks Pacific expands its Gift ’ems line with Gift ’ems series four, which has a Pastel Party theme. Each pack will include a doll packed inside of a gift box that reveals the doll’s name, city, and country, and transforms to showcase iconic scenes from the doll’s hometown. Designed for kids ages 4 and up, wave four will feature new countries, cities, and scenic graphics.

JigglyDoos are soft, squishy animal friends that live in a whimsical world where everything jiggles. Designed for kids ages 4 and up, they come in many animal shapes and different colors. The first series of this collectible will come in two-packs and a Lounge Set with Figure. Series two and three will be released in the fall.

Series three and four of Squish-Dee-Lish expands the brand with 60 new slow-rise squishy JigglyDoos toys. New styles include a mermaid, a flying pig, a seal, a space shuttle, and a shark in a floatie.

Squish-Dee-Lish Jumbo series one will have six styles to collect, including a hamster, a panda, and a unicorn. Squish-Dee-Lish Wacky series one will have 30 styles of gross designs, such as a UFO, a toilet, and vomit.

Series three through six of Squish-Dee-Lish Shopkins will also launch this year, adding more than 120 styles to collect, such as Poppy Corn, Waffle Sue, Bart Beans, and Berry Tubs.

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Want to Reach Millions of Consumers During the Holiday Season?

• Holiday Gift Guide in the November issue of Family Circle magazine, read by nearly 16 million* consumers (*MRI Spring 2017). Family Circle readers purchased nearly $43 million of toys.

Extensive Online Presence • A comprehensive companion website, thetoyinsider.com, features product reviews, demo videos, direct-to-retail links, and guest blogger contributions.

• Digital media brand promotions across Facebook, Instagram, Twitter, YouTube, e-newsletters, and more. toyinsider @thetoyinsider @thetoyinsider @thetoyinsider

Widespread Media Coverage Laurie Schacht, the Toy Insider Mom and the Toy Insider Team, appeared in more than 250+ National and Major Market TV segments, along with hundreds of print, radio, and online features.

To participate in the 13th Annual The Toy Insider™ contact: Jonathan Samet —(212) 575-4510 x 2321, jsamet@adventurepub.com Laurie Schacht — (212) 575-4510 x 2320, thetoyinsidermom@gmail.com

www.toyinsider.com

#weknowplay

TOY FAIR 2018

Impulse & Collectibles NEW DIMENSIONS New Dimensions’ Emzo Kawaii Squeezies expands with series four, featuring girls’ accessories. These soft, slow-rise collectibles are full of character and personality.

Each comes in its own purse so kids can unveil their exclusive new accessory.

Squeezies are available in 12 bright shapes, including a cell phone, heart sunglasses, nail polish, and more.

SUNNY DAYS ENTERTAINMENT Cupcake Surprise Minis, from Sunny Days Entertainment, are miniature versions of regular-sized Cupcake Surprise dolls that transform from a cupcake to a princess. They are designed for kids ages 3 and up. Young ones can collect all 12 styles and explore different scents, including strawberry, vanilla, grape, chocolate, lemon, and peanut butter. They can also use the included brush for hair play.

PLAY VISIONS Kids can reveal and collect two Splashlings with each Splashlings Blind Foil Bag and Blind Collectible Shell, from Play Visions. Rare color-changing Splashlings are hidden within the collection and can also be found in the Splashlings sixpack and 12-pack. There are more than 100 new Splashlings to collect.

The Splashlings Medical Clinic Play Set is the place for kids’ Splashlings collectibles and mermaid characters to get help from the Sturgeon Surgeon and Nurse Shark. The play set includes three exclusive Splashlings characters and accessories.

Kids can take their Splashlings to the playground with the Splashlings Coral Playground Play Set. They can swim around the coral, slide down the aqua slide, play on the swings, or relax in the shell hot tub. The play set includes one mermaid and two exclusive Splashlings.

Take a peek inside the Splashlings’ underwater seashell homes with the Splashlings Shell Time Play Sets. Kids can close the shell to take these pocket-sized play sets anywhere. There are different versions to collect, and each comes with one exclusive mermaid, two Splashlings, and room accessories. All of the Splashlings play sets are designed for kids ages 5 and up and are available this year.

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Splashlings Coral Playground Play Set

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Vehicles & Action Figures HASBRO

Inspired by the Cyberverse animated series, Hasbro introduces new Transformers figures. Transformers Cyberverse Ultimate Class Megatron changes from vehicle to robot mode in eight steps, the last step activating Megatron’s signature Fusion Mega Shot Action Attack move. The Transformers Cyberverse Ultra Class Bumblebee converts from robot to vehicle mode in seven steps, and features Bumblebee’s Hive Swarm Action Attack move. The Transformers Cyberverse Warrior Class Optimus Prime transforms from vehicle to robot mode in eight steps, and features Optimus Prime’s Energon Axe Action Attack move. The figures are designed for kids ages 6 and up.

PLAYMONSTER PlayMonster expands its Automoblox line with a selection of new mini vehicles. The vehicles feature bodies made of European beechwood, and include multiple interchangeable components, including tires and wheels. Automoblox is designed for kids ages 4 and up, and features mix-and-match parts, with no tools required.

Several new cars join the mini line, all with new sleek designs and colors. Some, such as the HR5 Scorch, will feature the first darker stained wood in the collection. Also debuting is the pick-up truck Grizzly, the X10 Timber Pack featuring an SUV with a trailer, and the first-ever Automoblox motorcycle.

The BR100 Hercules 16.5-inch hauler comes with two back ends and two mini vehicles. It has room to hold and haul up to five mini vehicles, and features an adjustable ramp. Kids can mix and match the 54 pieces to change it from a car carrier to a dump truck.

Transformers Cyberverse Ultra Class Bumblebee

JAM’N PRODUCTS Jam’n Products will continue its line of Paw Patrol R/Cs in collaboration with Spin Master. Featured R/Cs in this line include Rocky’s Recycling Truck, Rubble’s Bulldozer, and Skye’s Helicopter, in addition to Marshall's Fire Truck and Chase’s Cruiser. All of the R/Cs feature 2.4 GHz full-function control, with left, right, forward, reverse, 360-spinning, and wheelie movement.

Jam’n Products will also add four new 2.4 GHz full-function utility vehicles, including the School Bus, Fire Rescue Van, Taco Truck, and Ice Cream Truck.

All of these vehicles feature working lights.

The company also expands its Switch ‘Em! Monster Maniacs line, which features friction-powered Ford and Chevrolet trucks.

Jam’n will introduce a launcher, a play mat, and accessories for added play value to its line of Ford and Chevrolet 2.75- and 3.5-inch Race/Rescue Junior vehicles.

In the fall, the company will introduce a new line of licensed preschool and collectible products, called Lock ’n Roll Pals.

Rubble’s Bulldozer

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Vehicles & Action Figures TREE HOUSE KIDS Tree House Kids introduces its Freightliners line, which features 1:18scale freewheeling vehicles. Each truck includes lights, sounds, opening doors, and working tow and trailer hitches. Designed for kids ages 3 and up, each vehicle has its own special capabilities, including extendable ladders, cranes, and gripping claws. The Freightliners work with all of the existing items in the Tree House Kids Mighty Rigz line.

IAMELEMENTAL

IAmElemental will add the Wisdom Warrior Core Power Figure to its collection of female action figures this fall. The figure features more than 30 points of articulation and includes removable accessories, such as a helmet, armor, a flaming Energy sword, and a Courage shield.

MAISTO INTERNATIONAL Maisto International Inc.'s Maisto Tech Tread Shredder is a futuristic R/C tank that will drive, spin, and climb up to a 45-degree angle. Its rubber treads give it the extra grip needed to drive or climb up and over obstacles in its path. This tank is approximately 7 inches long and features a working roof light.

Kids can drive the R/C Maisto Tech Cyklone Splash on land, or twist the wheels to unlock the hidden paddles and drive it on water. With sleek styling, the three-wheeled vehicle has an aggressive look for onand off-road fun. The Cyklone Splash is approximately 10 inches long and 2.4 GHz powered, and charges via a USB cable.

Both Maisto Tech products are designed for kids ages 8 and up and will be available this summer.

Maisto NXS Racers are mini motorized pullback cars that have a lightweight vac-formed body with colorful graphics. The cars are sold individually, in multi-packs, and in two play sets. The Maisto NXS Racers Speed Tunnel lets kids zoom cars into the tunnel at high speeds, where they continue to loop until exiting. The Maisto NXS Racers Stunt Park offers three different ways for kids to play with their racers: Kids can use the round-about to steer the car back to them, jump the car and see if they can do flips, or try to land in the winner’s podium.

The Maisto NXS Racers are designed for kids ages 5 and up and will be available this spring.

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Vehicles & Action Figures TOY STATE Toy State's Nikko brand turns 60 this year, and the company will resurrect its classic buggy with the release of the special-edition 60th Anniversary Turbo Panther to celebrate the milestone.

After a successful debut last year, the Nikko Air fleet of Race Drones, in partnership with the Drone Racing League, will expand. Kids can experience the latest in racing technology with the Stunt 75, which offers extreme stunt performance, and the Mini FPV Racer for indoor FPV racing. The Nikko Air DRL drones allow pilots of all skill levels to experience the thrill of racing.

Toy State will also launch a line of Monster Jam construction products under the Machine Maker brand, allowing kids to build their favorite Monster Jam trucks with all the pieces and tools included.

60th Anniversary Turbo Panther

SPIN MASTER The Air Hogs Sonic Rocket, from Spin Master, launches up to 200 feet in the air. This rocket features a rotating countdown, real rocket-style acceleration, and an easy-glide descent. Kids can choose between three power modes—50, 100, or 200 feet­—to make their rockets blast off. The Sonic Rocket lasts 50 launches per charge, and then recharges quickly via USB. The Sonic Rocket is made with crash-resistant EPP foam.

Kids can fly their own high-speed Air Hogs Sonic Plane outdoors. This plane has a powerful motor that makes realistic sounds and a durable lightweight foam exterior. With no assembly required, first-time flyers can grab the Sonic Plane and toss it into the air.

Kids will speed across land or rip through the sky with 2-in-1 Air Hogs Drone Power Racers. Made with a patented hover-tech body, this racer can drift and move at rapid speeds. Kids can race across land until they crash into an obstacle. Instead of stopping, the detachable stunt drone will pop out so kids can continue the race in the air. Equipped with a self-righting protective cage, this drone lands upright, ready for the next takeoff. It features four-channel capability and gyro-switch technology to drive or fly in every direction, drift around corners, and maintain stability on land and in air. The Air Hogs Sonic Rocket, Sonic Plane, and 2-in-1 Air Hogs Drone Power Racers are made for kids 8 and up and will be available in the spring.

The Air Hogs Sniper Drone is a missile-firing drone featuring two missiles for precision firing. It features Air Hogs Supernova high-speed precision and comes with two targets. This drone is equipped with Flight Assist Technology for easy flying. It has auto take-off, auto-land, and height lock for precision control in the air. It also has beginner and advanced modes so any level of pilot can master this drone. Kids can also perform stunt maneuvers with the push of a button on the controller. Made for kids ages 8 and up, this drone is built to withstand any battle with a protective nylon exo-frame and durable ducted propellers.

Kids can master more than 30 moves and nine Super Tricks with the Air Hogs Supernova. Equipped with an intelligent on-board system, it has five motion-sensitive sensors and an interactive LED light core that responds and reacts to hand movements. Different combinations of gestures will let kids perform tricks. This drone is suitable for kids ages 6 and up.

The Air Hogs Extreme Air Board is an R/C with two ways to fly. Kids can transform it from a stunt boarder to a paraglider, and then perform five different high-flying tricks, such as a 720-degree spiral, or carve through the skies as a stunt boarder. Made for kids ages 8 and up, the Extreme Air Board comes equipped with Flight Assist Technology, such as auto take-off, height-lock, and auto-land. The Air Hogs Sniper Drone, Supernova, and Extreme Air Board will be available in the fall.

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Vehicles & Action Figures MATTEL Mattel’s Hot Wheels Augmoto Augmented Reality Racing Track Set is a racing platform that uses augmented reality (AR) technology to bring video gameplay to a physical track set. Designed for kids ages 8 and up, the AR technology introduces features such as a loop of fire, hazardous oil spills, fireworks, and strategic stops to recharge cars in the pit lane. The set combines 1:64-scale electric cars and AR technology to provide the next generation of smart racing.

The Hot Wheels Ultimate Gator Car Wash Play Set features a color-change element. Made for kids ages 4 and up, this set comes with a crazy track, a water tower feature, spill-free safeguards, a dunk tank, and one Color Shifter car. Both Hot Wheels items will be available in the fall.

Mattel introduces the Mecard Mecardimals Deluxe Assortment in the spring, which comes with one Mecardimal and three cards. There are 30 Mecardimals in the assortment.

The Mecard Mecardimals Jumbo Assortment will also be available in the spring, and comes with one Mecardimal and three cards, plus one extra powerful card. There are two different Mecardimals in this assortment.

The Mecard Mega Drakona, a large-scale Mecardimal with an extra powerful card, will launch in the fall. All three items in the line are available for kids ages 6 and up.

Mecard Mega Drakona

TOMY Kids can tackle any terrain with the John Deere Tough Treads Tractor, from TOMY. When kids push the button on the wheel, the tractor ejects super tough spikes to conquer obstacles that stand in the way. The tractor is designed for kids ages 3 and up.

Designed for kids ages 4 and up, the Pokémon Ultimate Throw ’n Pop Set lets Pokémon trainers throw their Pokémon into action. The set includes two belt clicks, two Throw ’n Pop Poké Balls, and two 2-inch figures. Kids can choose either Pikachu or Abra, place it inside the Poké Ball, and throw their Pokémon into battle. Additional Poké Balls and figures are sold separately.

Kids can create and share their own Pokémon stories with the Pokémon Petit Pals Destination Sets, designed for kids ages 4 and up. All figures and accessories feature miniature suction cups, making play creative and customizable.

The highly detailed Ultimate Sonic Figure is a high-end collectible that allows kids to customize Sonic’s look. Taking on classic Sonic’s original styling from 1991, this new figure is 5.5 inches tall and fully articulated, allowing kids and collectors to re-create multiple poses from the game. Designed for kids ages 8 and up, the figure also includes multiple accessories and a display stand.

ANIA Animals will now feature fun and realistic sounds. Each animal is articulated, includes fine details, and has four unique sounds that bring it to life. Kids can collect animals from around the world, including the arctic, the ocean, grasslands, and the prehistoric age.

ANIA figures will also be available in miniatures, as ANIA Babies. The babies feature the same detail and articulation, and are available in six different styles. Both ANIA Animals and Babies are designed for kids ages 3 and up.

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Ultimate Sonic Figure

JADA TOYS Jada Toys will introduce the Fast & Furious Elite Off Road R/C, the Fast & Furious Elite Ice Charger R/C, and the Fast & Furious Elite MXT R/C. Kids can use the included pistol grip controller to drive each of these vehicles at speeds of more than 10 mph on land or dirt. The R/C vehicles also feature working headlights and taillights, a rechargeable battery, and hobby-grade features, including differential gear, suspension, and more. Each vehicles is sold separately.

Jada Toys’ MetalFigs line features authentic character likenesses in 100-percent die-cast mini figures. Each of the Nano MetalFigs stands 1.65 inches tall. Jada will add new licenses to its Nano MetalFigs Wave 3 line this year, including DC Comics, Disney, Fantastic Beasts & Where to Find Them, Harry Potter, Marvel, and Halo.

The Mickey Transforming R/C features Mickey’s red roadster from the Disney Jr. show, Mickey and the Roadster Racers. Designed for kids ages 4 and up, this R/C has an easy-to-operate remote control that transforms Mickey’s classic roadster into his new roadster racer with lights and sounds.

Fast & Furious Elite Ice Charger R/C

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Vehicles & Action Figures ODYSSEY TOYS

The Auto Moto Firetruck, from Odyssey Toys, is a voice-activated transforming robot firetruck. Kids can relay instructions to it and it will transform from a robotic state to a vehicular state and vice versa. Kids can also command it to launch forward, execute razor-sharp left or right turns, or come to a sudden halt. The Auto Moto Firetruck is designed for kids ages 8 and up.

PLAYMATES TOYS Inspired by Nickelodeon’s new series, Rise of the Teenage Mutant Ninja Turtles, Playmates Toys will introduce a new Teenage Mutant Ninja Turtles collection. The Teenage Mutant Ninja Turtles Action Figure Assortment includes fully articulated figures ranging in height from 3.25 to 5 inches.

The Teenage Mutant Ninja Turtles Deluxe Ninja Action Figure Assortment includes 5.5-inch figures that flip and have signature phrases. The Teenage Mutant Ninja Turtles Giant Figure Assortment features figures that are 10.25 and 11 inches, each with its own core translucent weapon. The Teenage Mutant Ninja Turtles Vehicle with Figure Assortment features Shell Hog motorcycles equipped with spring-loaded projectiles that kids can connect together. The Teenage Mutant Ninja Turtles Turtle Tank is a two-in-one play set that transforms into Donatello’s removable lab and rises up to serve as the command headquarters. The Teenage Mutant Ninja Turtles Epic Lair Playset has four levels of play, with seven rooms and more than 20 features.

Playmates Toys will expand its Ben 10 line based on the Cartoon Network animated series. The Ben 10 Basic Action Figure Assortment includes 5-inch figures based on characters from season two, which features upgrades in each alien’s powers. The Omni-Launch Battle Figures transform mid-air when launched with the Omnitrix launcher. The Deluxe Transforming Figures transform Ben into an alien and back again. Kids can mix and match alien body parts to create their own 3-inch mini-figures with the Alien Creation Chamber.

The new Mysticons line based on the new Nickelodeon series will expand with action figures, deluxe figures, griffins with figures, roleplay, and dress up. The 7-Inch Figure Assortment includes four Mysticon warriors that come with a Topps trading card with codes to unlock quests in the Mysticons digital app. Each Deluxe Lights & Sounds Figure has a creature bracer and chest plate that flash along with sound effects and phrases when kids raise its left arm. Mysticons can ride their royal griffins into battle with the Griffin & Figure Assortment. Each Griffin comes with a companion figure and features realistic eyes, removable armor, a saddle, and flapping wings.

The Voltron line based on the Netflix original series, Voltron: Legendary Defender, will expand with a combinable figure assortment. Each item in the Voltron Classic Legendary Lion Assortment has projectile launchers for standalone play, or can be transformed and combined to form a 16-inch classic Voltron figure. The Voltron Classic Legendary Electronic Black Lion figure features phrases and sound effects from the original 1984 show, and acts as the head and body of Voltron when combined with the other figures.

Mysticons 7-Inch Figures

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JAKKS PACIFIC

Jakks Pacific expands its line of Big Figs with new D.C. and Star Wars figures. Inspired by the DC Rebirth timeline, the new 20-inch Batman features 23 points of articulation and weapon accessories, including Batarangs. For the upcoming Solo: A Star Wars Story, Han Solo figures are available in 18-inch and 20-inch sizes. Also from the Star Wars saga is a 20-inch Darth Vader with his iconic red lightsaber, and an 18-inch Boba Fett with blasters and a jet pack.

Power Trains 2.0 features hobby-grade N-Scale trains, designed for kids ages 4 and up, which offer an authentic train experience with real details and themes. The Starter Set has interactive features, such as a working crane that can load a container from a train onto a semi-truck, a motorized engine with working headlights, a flatbed train car, and an oval track. There are additional Track Packs to create larger tracks, as well as 4-Car Packs and Engine Packs with themes, such as Military Tank, Car Carrier, Freight, or Crane.

Jakks expands the Real Workin’ Buddies line with Mr. Hosey Fire Truck. Designed for kids ages 3 and up, the truck has a fire hose that can shoot water up to 30 feet. After pumping the bumper to pressurize the water tank, kids can either spray with the hose attached directly to the vehicle, or detach and unwind the 2-foot hose to spray.

BRUDER TOYS AMERICA

Bruder Toys America Inc. will add the 1-16 scale RAM 2500 Power Wagon with Scrambler Ducati Desert Sled to its collection this October. The Power Wagon, designed for kids ages 4 and up, features spring-loaded front and rear suspension and functional steering. All four doors and the tailgate open and close. The Ducati Desert Sled can seat Bruder figures.

NKOK In anticipation of the upcoming release of the new Sonic the Hedgehog video game, NKOK adds the Sonic the Hedgehog R/C, a full-function vehicle with turbo boost and working lights.

SpongeBob and Patrick Jellyfish Racers, available in single or double packs, will light up and play sound effects and music.

NKOK will expand its Mean Machine Rock Crawlers line with the 2.4GHz Rampage Rock Crawler, which will include a special adventure camera mount. Users can attach their cameras to capture a first-person experience.

Two new Realtree Fishing full-function R/C Bass Boats will join the NKOK collection. Both boats feature Realtree camoflage artwork, and come with a boat stand and extra rotors.

Mr. Hosey Fire Truck

SpongeBob Jellyfish Racer

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Vehicles & Action Figures IMPORTS DRAGON Imports Dragon introduces its new line of National Hockey League (NHL) and Major League Baseball (MLB) Replica Figurines. The line features 3-, 6-, and 12-inch NHL figures, with more than 225 detailed products. Hockey fans can reenact the days of the Original Six with Gordie Howe, or relive the Edmonton Oiler’s ‘80s dynasty with Wayne Gretzy. Additionally, the line includes future faces of NHL history, including Connor McDavid and Auston Matthews.

The baseball figures offer the biggest names in baseball, featuring more than 60 detailed 6-inch figurines. The line includes Aaron Judge, Kevin Pillar, Chris Sale, and more.

NEAT-OH!

With Hot Wheels Multi Brick Car Cases, from Neat-Oh!, kids can attach cases together to create their own designs. The cases come in sets for eight cars and 18 cars, and store one car in each case. The cases are compatible with Hot Wheels cars and tracks.

Neat-Oh! will expand its Zipes Speed Pipes collection with the Zipes Speed Pipes Green Glow Expansion Pack. Designed for kids ages 6 and up, the 12-piece set of green pipes and glow-in-the-dark connectors are compatible with other Zipes Pipes. The vehicles defy gravity as they run through the pipes, leaving a glow effect in their wake.

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ALPHA GROUP US Alpha Group US will introduce the Screechers Wild line, featuring vehicles that drive, flip, and morph. Kids can launch their vehicles and discs with the Screecher Speed Launcher and Rapid Fire Disc Blaster. Designed for kids ages 8 and up, each Screecher vehicle and launcher includes collectible discs to activate flip-morphing action.

Super Wings Robot Ready Jett features lights and sounds and can make facial expressions. Kids can push Jett’s nose to hear it speak multiple phrases, and when it speaks, its eyes and booster light up. Little ones can open the arm panel to hear Jett’s flight commands, and open the leg panel to hear Jett’s flight status. Designed for kids ages 3 and up, Super Wings Robot Ready Jett will be available this fall.

The Drone Force Terra Sect is a 2.4 Ghz R/C designed for kids ages 8 and up and will be available this spring. It features stable, all-terrain navigation with 150-foot range. The drone can roll, flip, and crawl away in any direction.

Drone Force Hovering Horror is an easy-to-fly drone designed to survive crashes. This lightweight drone is designed for indoor use and features a Screechers Wild 50-foot range. Drone Force Hovering Horror will be available next fall, and is made for kids ages 8 and up.

TOY FAIR 2018

Infant & Preschool SNAPTOYS Snaptoys extends its Jim Henson’s Word Party line beyond plush with three new SKUs this spring, including wood blocks and puzzles for kids ages 18 months and up. My First Building Blocks contains 22 pieces, including the four baby characters from the Netflix series, fun shapes, and colors. Kids can re-create the playground from the show or build their own structures. Lulu and Bailey’s Stack and Play puzzles let toddlers and preschoolers stack and arrange their favorite Word Party characters in multiple ways.

New from Snaptoys, BiOBUDDi is a sustainable and environmentally friendly Word Party My First kids’ building blocks line. Committed to making a positive impact on the Building Blocks planet, these new green building blocks are made in the Netherlands and consist of bio-based materials derived from sugarcane. The packaging, stickers, instructions, and glue are also 100-percent organic. Designed for kids ages 18 months and up, the line features more than 13 SKUs, including letters, numbers, shapes, animals, and more.

TOMY

Designed for outdoor play, TOMY’s John Deere 15-inch Big Scoop Tractor with Loader features a working loader and an easy-to-use front bucket with a handle. This truck can scoop rocks or sand and is designed for kids ages 18 months and up.

TOMY will also add to its Lamaze line of infant toys. The Lamaze 4-in-1 Play Gym grows with babies from an infant gym to a fun pretend play tent. Three detachable hanging toys and a large mirror engage infants as they lay on the soft, colorful mat. Remove the toys and attach them to hooks on the poles to encourage tummy time fun. A mesh side panel provides a clear view and, as babies get older, the bright colors and friendly faces will encourage them to push and crawl.

Lamaze Pierre’s Perfect Day is a colorful storybook and 18- by 18-inch play mat in one. Baby can explore crinkle and chime sounds, various textures, a squeaker, and contrast patterns. Pierre features a unique folding design for travel. When unfolded, the soft play mat encourages babies to move forward, reach, push, and crawl.

With a gentle touch to each soft petal, Lamaze Blushing Blossom’s face lights up to the color of the corresponding petal. Press one petal to teach primary and secondary colors, or press two at once to create a new color combination. It also features multiple textures, contrast patterns, and crinkle sounds.

The Nature Cat Play Tent pops open and into the right shape with no poles or sticks required for assembly. The tent fits into a convenient carrying bag with straps. Designed for kids ages 3 and up, it fits two kids and features Nature Cat character designs and artwork.

Toomies Flappee Stackees has a classic play pattern with a modern twist for kids to mix, match, stack, Lamaze 4-in-1 Play Gym build, and animate. Designed for kids ages 18 months and up, Flappee Stackees is a new system of favorite Toomies characters that kids can stack into the car, press down, and watch as they zoom across the floor.

Designed for kids ages 18 months and up, Toomies Peryn’s Shower & Scrub features a shampoo bottle to pour in water and bubble bath. Kids can pull the handle to make foamy bubbles come out of the shower, or pour in water and pull the handle to wash Peryn.

When finished, kids can turn the wheel and flip him out and into the bath.

Kids can help Thomas and his friends transport cargo throughout Sodor with the Thomas the Tank Engine Big Loader Play Set. Designed for kids ages 3 and up, this set features multiple loading areas and a fully automated engine that transforms from Thomas to Percy to Terence, and back again. It also includes a mechanical vehicle chassis, three vehicle bodies, more than 8 feet of track and destinations, and cargo.

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TOY FAIR 2018

Infant & Preschool LEGO Kids can help the pilot get ready for takeoff with the LEGO Duplo Airport. The Duplo pieces make it easy for preschoolers to build the boarding gate, the luggage slide, and a revolving air traffic control tower. Toddlers can help the pilot get all her passengers aboard the buildable plane and head for the skies. Designed for kids ages 2 and up, the Duplo Airport features three Duplo figures and is part of the Duplo Town line, a recognizable world that encourages kids to play out real-life scenarios with modern Duplo figures.

FAT BRAIN TOY CO.

Gearapillar

EPOCH EVERLASTING PLAY Epoch Everlasting Play’s Earlyears line of infant and toddler toys have bright, vibrant colors and aid children with hand-eye coordination and fine motor skills. Designed for kids ages 9 months and up, Gearapillar is the brand’s newest item. Kids can push the Gearapillar to watch the gears twirl, and remove or add the interchangeable carriages to transform the Gearapillar.

Kids can learn to dress themselves with Kidoozie’s Dress Me Owl. Designed for kids ages 18 months and up, the Dress Me Owl teaches kids five key dressing activities. The 15-inch fleecy friend features buttons, zippers, laces, belts, and easy-fasten straps.

Fat Brain Toy Co. will introduce Crabby and Inky, two sea critters that crawl along the floor when kids push or pull them. They crawl with lifelike detail, and their eyes and legs move in unison. Designed for kids ages 18 months and up, Crabby and Inky each feature a starfish buddy that is connected to the pull string. Sold separately, these critters will be available this summer.

Designed for kids ages 1 and up and available this spring, Pail Pals are two star-shaped buddies sandwiched between three wavy rings and stacked inside a translucent bucket. Kids can stack the rings from big to small, small to big, or play with them any way they want. They can also spin the stars like tops, and everything floats for bath-time fun. Kids can fill the pail and watch the water trickle out like a shower.

New this summer is the RollAgain Tower. When kids grab a ball, the other balls instantly roll down to the next level. When they drop a ball into the funnel at the top, they can watch it roll down to the next stop. This toy helps kids discover cause and effect. Designed for kids ages 1 and up, the set includes six colorful balls.

The Smarty Cube 1-2-3, designed for kids ages 1 and up, features blocks with a silicone number on one side and matching silicone dots on the other. Kids can compare and count them, and then see if they can flip and slide them together correctly to complete the cube. This toy encourages number and shape recognition, as well as spatial reasoning and problem solving. It will be available this spring.

Kids can stack, balance, roll, or arrange Spoolz whichever way they want to discover new possibilities.

They can also explore the soft touch and bright colors as they find new ways to play. Designed for kids ages 6 months and up and available this spring, the set of seven Spoolz encourages tactile exploration.

Suction Kupz encourage kids to stack, roll, stick, and sip each vibrant, squishy silicone cup. Kids can play with them on bathtub walls or playroom windows. Designed for kids ages 1 and up and available this spring, Suction Kupz are 100-percent food and dishwasher safe, and come in a set of six.

TwissBits Wagon is a colorful, chunky wagon that kids can watch move up and down as they get up RollAgain Tower on their feet and embark on an adventure. Place the handle on the floor and send the TwissBits rolling down the ramp. Once playtime is over, kids can fit the TwissBits into the lid for easy storage. Designed for kids ages 1 and up, TwissBits Wagon encourages balance, coordination, fine motor skills, and walking skills. TwissBits Wagon will be available in the summer.

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TOY FAIR 2018

Infant & Preschool BB JUNIOR

The Bb Junior Ferrari Roll-Away Raceway is a take-along toy with a roll-away play mat.

Designed for kids ages 1 and up, the set includes a free-wheel Ferrari car and numbered garages for car storage. Kids can pull out the mat to reveal a hidden race track. The Roll-Away Raceway will be available in the spring.

IMPORTS DRAGON Imports Dragon will introduce new toys based on the popular preschool series, Caillou. The show follows Caillou as he goes on adventures with his family and friends. The new line inspires learning through play and imagination and will include figures, bath toys, puzzles, plush, and more.

The collection of toys based on the TV series Peg + Cat inspires kids’ curiosity about math and problem-solving techniques. Each product is designed to help kids develop new skills that they can apply to daily activities.

DOUGLAS CO. Douglas Co. adds new baby products under its Douglas Baby brand, including the newest fully coordinated set of baby accessories, the Silly Little Sloth gift ensemble. Available this March, Silly Little Sloth is a soft, tan-colored sloth with shades of brown and cream. Each piece in the set also incorporates brown gingham check fabric and an embroidered green leaf. The Silly Little Sloth Activity Book is a 6-inch square storybook filled with activities and a story for baby. The book is slightly padded and safe for baby.The Silly Little Sloth Plumpie is a 10-inch sitting plush sloth. Plumpies are tote-along plushes that are under stuffed, making them extra squishable. The Silly Little Sloth Activity Blankee is an 8-inch, square blanket-like toy with different textures, shapes, and fabrics that can be attached to strollers or car seats using the sewn-in orange clip. The Silly Little Sloth Sshlumpie is 19 inches long, making it blanket-like. It is the ideal size for tummy time for infants and snuggle time for toddlers.

The Silly Little Sloth Teether is 10 inches tall and 8 inches wide, and it is the combination of a Lil’ Sshlumpie Blankie and a teething ring. The ring is 100-percent silicone, safe, and soothing for baby.

Douglas will also introduce PlayTivity Blankees, 6-inch square blankets that feature bright color tabs, crinkle sounds, and a soft teether corner. Each has a solid colored side and an embroidered side, and an oval ring to easily attach to a stroller or car seat. The initial collection features seven styles: Tan Dog, Crab, Mermaid, Star Pony, Sloth, Fox, and Elephant. PlayTivity Blankees will be available in March.

Silly Little Sloth The new God Bless Baby set will be available this March and features three products, each of Sshlumpie which incorporates soft plush, a lamb, and an embroidery script that reads “God Bless Baby.” The God Bless Baby Sshlumpie is 19 inches long and is the ideal size for infant tummy time and toddler snuggle time. The Sshlumpie is under-stuffed so it's more like a blanket than a plush toy, and features a fully stuffed plush lamb head. The God Bless Lil’ Snuggler and God Bless Lil’ Sshlumpie Teether are both created from soft white fabric. The teether incorporates a silicone teething ring at the top, while the 13-inch square Lil’ Snuggler is bordered with white satin.

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Infant & Preschool MANHATTAN TOY

Wee Baby Stella Fella

Musical Chicken, from Manhattan Toy, is loaded with musical attachments, instruments, and activities to keep little ones entertained. Designed for kids ages 1 and up, the toy includes a cymbal, a xylophone, two drums with drum sticks, and a detachable maraca that doubles as the chicken’s tail feathers.

Twiggies Toby is a cuddly lion with a plush mane, a soft textured body, and lanky limbs. It is one of five animals in the Twiggies collection, and is designed for all ages.

Designed for kids ages 1 and up, Wee Baby Stella Fella is a new baby boy addition to the Wee Baby Stella collection. The doll has lifelike hands and toes, a plump tummy with a belly button, and a magnetic pacifier. He comes dressed in a blue, green, and red plaid outfit with Velcro-like adhesives and an elastic waistband.

Suitable for kids ages 3 and up, Groovy Girls Kat is one of the newest additions to the Groovy Girls soft doll collection. Kat has a fashionable feline-themed outfit, including a cat-eared headband and a kitty-covered tunic.

Pack Backs—Black and White are fuzzy backpacks that come with a clip-on plush owl. Each bag features a soft, fuzzy fabric, an inside pocket with a zipper, and a drawstring cord.

Designed for kids ages 3 and up, it is available in three colors.

MATTEL

MAGFORMERS

Magformers will introduce the Dolce Spring Bunny, made for all ages, to help develop sensory and hand-eye coordination skills. The plush features many textures, embroidered fabrics, and ribbons for babies to explore, including ears that crinkle, a belly that rattles, a removable carrot, and a connected ring with the signature Dolce teether.

Mattel's Fisher-Price division introduces the Think & Learn Rocktopus, a STEAM toy that introduces kids to musical styles while they learn about different instruments, rhythmic patterns, and more. Rocktopus features 15 instruments across five genres of music, and kids will learn as they add and subtract instruments, change the tempo, and layer in sound effects to make their own musical creations. It features three interactive play modes—math, music, and game—and works with a Think & Learn Rocktopus free Rocktopus app to create, save, and share videos. Rocktopus is made for kids ages 3 and up and will be available in the fall.

Mattel's Imaginext line for preschoolers expands with the Jurassic World Jurassic Rex, made for kids ages 3 and up and available in the spring. Kids can grab the handle to make the Jurassic Rex lunge forward with arms out, push the trigger to chomp her mouth around her prey, press the button on the dinosaur’s head to pop open the blindfolds, twist the Power Pad to change her eyes from green to red for predator mode with a glowing red mouth, and turn the Power Pad to launch an ATV vehicle from the play set. The dino also includes a projectile launcher with two projectiles, an ATV vehicle, and an Owen figure.

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PHOENIX INTERNATIONAL PUBLICATIONS

Phoenix International Publications’ Story Reader Go Nick Jr. is a set of eight books that features interactive storytelling, sounds, and lights. Connect a book to the Story Reader Go module and press the page buttons to hear the story read aloud. Sounds and flashing lights help bring the stories to life. It is designed for kids ages 3 and up.

Designed for kids ages 18 months and up, My First Music Fun Baby Einstein features eight rhyming storybooks that introduce toddlers to different music themes with sheet music and lyrics.

Kids can play their own music with six instruments, four rhythms, 11 tempos, and four sound effects.

Me Reader Disney Adventures includes eight illustrated books with Disney characters. Choose a book, select the matching book and page buttons on the Me Reader module, and hear the story read aloud. Little readers can follow along in the book, which is designed for kids ages 3 and up.

My First Video Book: The Wheels on the Bus is a book that comes to life on screen. Adults can download and launch the free app, then hold a mobile device over the front cover to play a music video of “The Wheels on the Bus.” It is designed for kids ages 18 months and up, and readers can follow along in the illustrated board book.

EDUCATIONAL INSIGHTS Educational Insights’ new Bright Basics line, designed for kids ages 2 and up, helps develop early learning skills.

Available in March, Bright Basics Shapes-Sorting-Popper is an activity toy that lets kids sort forest friends into their beds.

Kids can match the shapes on their bottoms to the bed bases, then press the button to make it pop.

The Bright Basics Sorting Tree has six sortable shapes for kids to match into spots on the tree. The shape will slide down the tree when kids make a correct match.

Bright Basics Tractor Pull encourages kids to touch and feel the textured animals, sort them by size, and then link them together to form a train. Kids can listen to the nursery Bright Basics rhymes as they pull the train.

Nest & Stack Cubes Also available in March, the Bright Basics Peg Garden lets kids place colorful flowers and insect pegs into the garden-themed pegboard to create sweet, stacked scenes.

Bright Basics Nest & Stack Cubes is an educational activity that lets kids stack a vertical puzzle to create an evening scene. There are 10 stackable nest cubes, which feature animals, shapes, numbers, quantities, and constellations.

Bright Basics Busy Barn is a classic board activity that features eight activities, including doors that open and close, switches, buttons, dials, poppers, and more.

Bright Basics will also introduce toys designed for bath and water play. Bright Basics Slide & Splash Spouts lets kids use plastic pieces with suction cups to create their own bath ball runs. Young engineers adjust the angles and distance between the pieces to make different creations.

Bright Basics Bath Blocks let kids create sandcastles during bath time as they stack the floating foam pieces on the base, or stick them to the bathtub tile.

Bright Basics ABC Tubbies encourage kids to match the letters to their bases to build simple three-letter words that float in water, while Bright Basics 123 Tubbies challenge kids to make floating math problems. The sets are designed for kids ages 3 and up, and the colorful shapes stick to bathtub tiles and more.

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Infant & Preschool JC TOYS

Lil’ Cutesies Train Set, from JC Toys, includes a full train set and a 5-inch Lil’ Cutesies Doll, a rabbit, a cow, and a lamb. Kids can pretend to be the train conductor, or play with the doll and animal friends.

Lil’ Hugs Best Friends Rattle Dolls features a colorful collection of dolls for babies.

Designed for newborns, each soft body doll comes with a rattle.

BASIC FUN!

The new Fisher-Price Classics Nifty Station Wagon, from Basic Fun!, is inspired by the first play set sold with the Play Family in 1960. The set is designed for kids ages 2 and up, and features the authentic details and play features from the original vehicle. The wagon has eyes that roll, a spinning backseat, and a removable top to transform into a convertible. Fisher-Price Classics Nifty Station Wagon includes three Play Family figures— mom, dad, and puppy—and will be available next fall.

Lil’ Cutesies Train Set

SPIN MASTER

Kids can zoom through the imaginary world of Sparkton Hills with Rusty Rivets Rusty Racers Bonus. Kids can use the bonus parts to help combine and design Rusty’s Racer, complete with working wheels. Snap each bolt onto the back of the racer. The Rusty Racers Bonus will be available in the spring.

Decked out with a pull-back wheel feature, the Rusty Rivets Secondary Vehicle Build Pack comes with a Rusty figure and snap-together pieces so kids can build vehicles and re-create their favorite scenes from the show.

Rusty Rivets Build Packs are available in Flying Rusty Kart, Jet Pack, and Balloon Blaster, which come in six easy-to-assemble parts. Kids can build, take apart, and build again. Kids can combine each set with the rest of the Build Me Rivet System to create all the inventions from the TV show.

Kids can combine and design Botasaur’s friend, Tigerbot, with the Rusty Rivets Tigerbot. This easy-to-build set is an authentic replica of the character from the TV show. When kids pull back on Tigerbot’s silver fur, his eyes will light up as his jaw opens, letting out a bellowing roar.

The Rusty Rivets Secondary Vehicle Build Pack, Build Packs, and Tigerbot will be available in the fall, and the pieces are compatible with other sets in the Build Me Rivet System, such as the Botasaur, the Buggy Build, and more. The whole Rusty Rivets line is suitable for kids ages 3 and up.

Spin Master expands its Paw Patrol line with the newest vehicle, the Sub Patroller. Available in the spring, kids can use the launcher to shoot life rings and save baby animals, and push the periscope back to send orange rings flying through the air.

The Paw Patrol Ultimate Rescue Fire Truck Playset will be available in the spring and is equipped with flashing lights and sounds, a ladder that extends up to 2 feet tall, and working launchers. A mini fire cart is stored inside the truck. Both items are made for kids Rusty Rivets Tigerbot ages 3 and up.

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TOY FAIR 2018

Infant & Preschool ALPHA GROUP US

HEXBUG HEXBUG will add more soft and lovable Cuddlebots to its line this fall. Designed for kids ages 18 months and up, HEXBUG Cuddlebots are an introduction to robotics through cute and cuddly creatures, proven to entertain toddlers with their mesmerizing behavior. New character styles for this year include the Cricket, Ladybug, and Snail.

The huggable HEXBUG Cuddlebots prompt playtime as they move around and explore their surroundings. Bundled with flowery scents and loaded with cuteness, the robots encourage kids to crawl after them.

Alpha Group US will introduce the Super Wings Transforming Characters Collector Pack. This special-edition gift pack features five characters from the first and second seasons, including Jett, Dizzy, Todd, Astra, and Agent Chase. Each character transforms from plane to bot in 10 easy steps. Designed for kids ages 3 and up, the gift pack will be available next fall.

Super Wings Bubble Blast Jett releases bubbles as kids move it. Kids can refill the bubbles with the refillable bubble solution fuel tank. Designed for kids ages 3 and up, the bubble blaster will be available next spring.

Super Wings Bubble Blast Jett

HEXBUG Cuddlebots Snail

JAKKS PACIFIC Jakks Pacific partnered with Chicco, a baby and child products brand, for a line of dolls and accessories that inspire kids to mimic real life through pretend play. The strollers include the Flat Fold Stroller, a Double Jogger Stroller for two baby dolls, and a Deluxe Pram that doubles as a stroller and a travel bed. There is also a Travel Seat with Canopy and a Booster Seat for the car. The Deluxe Playard includes a crib area for naps and a play mat gym with a mobile. The Nursery Time Fun Set includes a highchair, a jogger-style stroller, and an easy-to-assemble play yard. Available exclusively at Toys “R” Us in the spring, the line is made for kids ages 3 and up.

The Light-Up Play Watch is part of the Disney Princess Style Collection, and includes three mix-and-match wristbands. Designed for kids ages 3 and up, the watch lights up and displays different Disney Princess style icons when kids slide the lever on the side.

Kids can host a pretend tea party for four with the Disney Princess Royal Tea Set, which features six Disney Princesses and comes with a teapot, teacups, saucers, and spoons. The Ariel and Aurora Dress-Up Trunk comes with 11 pieces, including a storage trunk, accesories, an Ariel dress, and an Aurora dress for sizes 4 through 6x.

The Baby Jaquin Nurturing Set Assortment is part of the Elena of Avalor line. Designed for kids ages 3 and up, Baby Jaquin has three modes: sleep, hatch, and care. The set includes Zoom, Mingo, and Estrella.

The Tamatoa Musical Jewelry Box is inspired by the singing crab from Disney’s Moana. Designed for kids ages 3 and up, Tamatoa lights up and sings 30 seconds of the song “Shiny.”

The Pascal Mood Messenger features Rapunzel’s chameleon friend, Chico Nursery Time Fun Set Pascal, inspired by Disney’s Tangled: The Series. Designed for kids (baby dolls not included) ages 3 and up, Pascal changes colors with his moods: yellow for happy, red for grumpy, blue for sleepy, and purple for Rapunzel.

Kids can pick their mood and hang him on the doorknob, so the lights and sounds activate when others walk by.

Potty Time Daniel Tiger is new to the Daniel Tiger’s Neighborhood line and includes an 8-inch figure, a potty, a pretend bottle of soap, and a toilet paper roll that spins.

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EDUSHAPE

Edushape Geostackers, designed for ages 1 and up, are stackable, soft rubber shapes that feature different textures. The 10 classic geometric shapes are easy to hold and offer squeezable sensory play. Baby can discover which see-through tube is right for each shape.

Edushape Cosmic Capsule is a light show designed to teach toddlers ages 18 months and up about color. Kids can place two LED capsules into the tube to split the light spectrum into different colors, and transform it into a new color, like a rainbow traveling through a tube.

Baby can also twist it to dim the capsule.

Edushape Tub Sub, designed for ages 1 and up, is both a boat and a sub depending on how kids put the pieces together. It floats as a boat, but sinks as a sub. For a floating boat, kids can push the flexible blue part down, and for a sinking sub, they pull the blue part up and fill the bottom with water. Only the periscope— which doubles as a handle—will stay above water. The Tub Sub encourages thinking and reasoning.

All of these Edushape products will be available in the second quarter.

Edushape Geostackers

JAZWARES Jazwares will introduce new additions to its Peppa Pig collection, including countdown calendars to help kids anticipate and prepare for special occasions in their lives. Peppa Pig’s Vacation Countdown and Peppa Pig’s Birthday Countdown are Peppa Pig's designed to build excitement Vacation Countdown surrounding important events, and teach numbers and counting skills.

The calendars include seven secret countdown compartments for kids to open, with one door to open each day to reveal a new themed surprise toy. Both of the countdowns fold out to reveal a themed play scene backdrop for kids to display the toys, or they can use their imaginations and act out the event with Peppa. Designed for kids ages 2 and up, the calendars will be available in the spring.

AMERICAN PLASTIC TOYS

My Very Own Nursery, from American Plastic Toys, is designed for kids ages 2 and up. It features a complete nursery station, including a crib, a storage shelf, a cupboard, a feeding chair, and a sink. The colorful mobile displays character decals, and the set also includes utensils, such as a fork, a spoon, a plate, and a “sippy” cup.

Designed for kids ages 18 months and up, the Toy Bin is a storage chest for kids to store all of their toys, with a lightweight lid that makes it easy and safe for kids to load and unload toys.

The Gigantic Recycling Truck is more than 2 feet long. It is designed for kids ages 2 and up, and allows them to pretend to recycle. It features a large tilting bed and sorting bins, with recycling decals to help kids learn how to care for the environment.

The Toon Cargo Set is a four-piece cargo set that includes a forklift, shipping pallet, and crate. Kids can load up the back of the truck, roll to the next stop, open the back, and unload the truck for pretend shipping play.

Additionally, the Toon Camping Set lets kids go on imaginative camping adventures. The Toon Assortment features a variety of vehicles, including the Cargo Truck, Camper Van, and Pickup Truck. Designed for kids ages 18 months and up, each vehicle features a fun play pattern.

My Very Own Nursery

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PROPERTY PROFILE

Masha and the Bear is a 3-D animated family show that features the hilarious stories of a mischievous little girl named Masha who explores the world around her alongside the Bear, a caring, father-like friend. Together with their animal friends, Masha and the Bear entertain adults and kids alike, and teach kids about creativity, loyalty, and true friendship.

An energetic 3 year old who is friendly toward everyone she meets.

A gentle bear with a lot of heart, who appreciates quiet time alone.

Height: Short Weight: Average Favorite Food: Lollipops Fears: Nothing to entertain her Habits: Causing trouble Dreams: To grow up quickly Passion: Cartoons, toys, and books Leisure: Playing tag

Height: Very tall Weight: Heavy (but healthy) Favorite Food: Tea and honey Fears: Disorganization Habits: Getting Masha out of trouble Leisure: Beekeeping and gardening

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PROPERTY PROFILE

SPIN MASTER offers a line of toys based on Animaccord’s Masha and the Bear animated TV series. 1. The Giggle and Play Masha Doll can recite 12 phrases and sing a song from the show.

2. The Bellowing Bear Plush grunts when kids hug him. 3. The Snap ‘n Fashion Playset comes with three outfits kids can easily snap on to the included doll. 4. The Transforming Plush Masha Doll has a flippable dress, offering two different looks for Masha.

The 3-D animated series Masha and the Bear is now available to kids around the world both on TV and at retail. Animaccord, the company that manages the licensing program for Masha and the Bear, inked a deal in late 2017 to bring the series to free TV in the U.S. for the first time. In September, the show was released on NBCUniversal’s Universal Kids network, on which the series airs Monday through Friday at 6 P.M. In the UK, Animaccord, together with the Ink Group, partnered with CSC Media Group—a subsidiary of Sony Pictures Television—to launch season one of Masha and the Bear on the free children’s TV channel, Tiny Pop, on December 11.

Masha and the Bear has more than 30 billion views worldwide on YouTube, and the episode “Recipe for Disaster,” is one of the top 10 most-watched YouTube videos of all time.

Animaccord’s licensing partners include Spin Master; Ferrero; Danone; Simba Dickie Group; Ravensburger; Egmont; Little, Brown and Company; and many others. For Easter 2018, Ferrero will launch a special collection of licensed Kinder Surprise Maxi eggs in Europe and Kinder Surprise eggs in Mexico, Central America, Europe, and CIS. Hachette designed a new collection of licensed partworks that launched in Poland in November 2017 and released in France on December 28, 2017.

Last summer, EXIM Entertainment brought the “Rescue at the Circus!” show, with Masha and the Bear and their forest friends, to the stages of Latin America, where the show will be performed through mid-2019. Tycoon Gou released the Masha and the Bear live show in Mexico, Central America, and the Caribbean in July 2017. This is a completely new story, in which the main characters go on a worldwide voyage to show how far one can go for friendship. In the EMEA region, Los Production presented the Masha and the Bear live show starting on October 21. EMA Eventi brought the live show, based on the spin-off project Masha’s Tales, to Italy starting on October 7, 2017.

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MARKETING MEMO

KEEPING IT ON BRAND

How to Create Effective Video Content

by PABLO GARRAHAN, WIT member; founder and executive producer, Fiction Films

FOR YEARS, BRAND TEAMS HAVE promoted their products with TV commercials, direct response ads, sizzles, shelf-talkers, instructional videos, and digital spots for social media. But in today’s multimedia, multi-platform, and image-on-demand world, the opportunity to outperform and outsell by using video as a key selling medium is booming.

The ability to effectively engage and target market your audience is directly correlated with how well you can promote and sell your products online. According to a Sparks & Honey report, the new generation of consumers can multitask across at least five screens daily, and spends 41 percent of their time outside of school with computers or mobile devices, compared to 22 percent 10 years ago.

Videos can be an effective vehicle to announce and promote new product lines across your company’s social media channels, and on your website. They can also be an interactive part of press releases. What does it take to produce effective content?

top out around $45,000. These estimates include cameras, sets, permits, on-camera talent, visual effects, voice-over, and music.

Keeping all of this in mind, make sure your expectations align with your budget.

BE PART OF THE PROCESS In the new economy, many companies are turning to an in-house creative team that outsources its production work. That’s good news for many smaller toy companies trying to compete. The traditional agency model is in place mostly for large corporations, which means brand teams and production companies are now working closely together.

Make yourself available to the production team during the process. Quick and definitive feedback ensures that you get what you want, while re-direction and late feedback often result in costly overages. Be smart and take the extra few minutes to plan out your vision.

BE PREPARED Know your demographic and make your creative brief as detailed as possible, then prepare digital assets that can be passed on to the production team. It’s best to keep your timetable in mind—know the delivery date, by when it needs to be completed, and when your product is available for shooting.

REPURPOSE Repurposing your video can prove beneficial in many ways. As a traditional sales tool, it can run at Toy Fair presentations and sales reviews. It can also be compressed and sent via email to sales affiliates and retailers who missed the event. Additionally, you can show it on a loop at a retailer or in your showroom.

You can also repurpose the content to be part of your digital marketing strategy, and post on your company’s social media channels, website, and at PR launch events.

BE REALISTIC The average commercial can range from $50,000 to $150,000 to create, depending on the creative and production needs. Sizzles and digital spots will start around $7,500 and

THINK EVERGREEN Consumers and retailers alike look forward to the next evolution in the brand’s life.

Consider how you can start building brand equity in your first video and follow it up with

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others that continue to drive your positioning statement home. Here are a few other notes to keep in mind: CONFUSION KILLS The most effective stories are simple and reiterate a core message over and over. Instructional videos have proven to be very successful for brands that need to demonstrate the intricacies of their products. They also cut down on customer service call volume.

DIGITAL SERVICES Use your production company to maintain your media or create a central location within your company to keep both digital and hard copy files.

MAINTAIN OWNERSHIP Ask for all your files to be returned, and make sure to get generic file forms (edits without graphics, so you can repurpose them in other languages), as well as master files.

Creative content for your product should be innovative and effective. Videos are a platform that can leverage your product in the marketplace while helping you to define and shape your brand’s positioning. »

Pablo Garrahan is founder and executive producer of Fiction Films, a WIT member, and an avid supporter of Women in Toys, Licensing & Entertainment. He creates videos that capture stories of WIT and its members.

CES 2018: The Future Is Here and Now (and Incredibly Engaging)

by REYNE RICE, global trend expert, CEO of ToyTrends THE CONSUMER ELECTRONICS SHOW (CES) in Las Vegas is the biggest annual playground for technology products. Today’s consumer is embracing technology faster than any previous generation, as they are living in smart homes and getting around in self-driving cars.

Not just for the technophile, new technology enhances our lifestyles and is integral to what we want to do, see, play, experience, touch, and speak. Here are some of the ways that technology reaches into our homes, playgrounds, and shopping experiences at retail as seen at CES. VOICE-ACTIVATED DIGITAL ASSISTANTS Amazon’s Alexa has become our best friend, and she’s always ready to engage with us. Voice-activated digital assistants enable consumers to access devices such as smartphones and smart homes, and link via the Internet of Things (IoT) to lighting, locks, appliances, TVs, and even cars. Smart speakers, such as the Amazon Echo, are on track to become the fastest-adopted device in consumer electronics. These devices reached a 50 percent penetration of U.S. households in just 3.5 years, compared to the smartphone adoption rate, which took 5 years. Amazon sold more than 22 million Echo units last year.

Now, these smart devices are also becoming an everyday part of kids’ worlds. With Disney’s Circle smart device, parents can filter content, limit screen time, and set a bedtime for every device in the home. Circle pairs wirelessly with home WiFi so parents can manage every device on the home network, including smartphones, gaming consoles, smart speakers, and more, ensuring that kids aren’t ordering toys or accessing inappropriate content online without parental approval.

Is this a big risk? Statistics show that nearly a third of consumers—more than 29

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percent—currently use their smart speakers to shop and order products, and projections show Amazon Echo devices will generate $7 billion dollars in retail sales by 2020. With a recently launched monthly subscription service, Circle GO, parents can also monitor their kids’ WiFi footprint and usage outside the home to teach kids digital etiquette.

Kid-focused, voice-activated digital assistants I saw at CES include the Elfkins communications companion, from Empath Interactive, made for kids ages 4 and up. Designed for kids ages 5 and up, Elemental Path’s CogniToys WiFi-enabled smart toy dinosaur, STEMosaur, is a cloud-based interactive friend powered by IBM Watson technology.

It tells stories, plays games, cracks jokes, and answers kids’ endless questions with age-appropriate responses. Professor Einstein, a personal genius from Hanson Robotics, teaches older kids about science and STEM concepts, and is suitable for kids ages 13 and up.

ONLINE COMMUNITIES FOR KIDS The Kids at Play Conference at CES, organized by Living in Digital Times, explored a variety of online communities. Facebook’s Messenger Kids launched late last year, and encourages parents and kids ages 12 and under to have conversations about proper internet usage and to use tools to share content online. With parental approval, kids can post photos and add stickers to learn how to to post and play online responsibly, using fun tools via the parent’s Facebook account.

Google also announced its “Be Internet Awesome” initiative, designed to encourage conversations about digital literacy with tools and training available for kids, educators, and parents. Kids can play games and engage in cooperative-play online scenarios to learn about digital bullying, phishing, password

protection, and building their own responsible digital footprint. iOKids, by Dynepic, manages the Children’s Online Privacy Protection Rule (COPPA) compliancy maze for manufacturers that want to build online activities for kids. Dynepic showcased its Shot Doctor app, which is a wearable experience, powered by the kidsafe iOKids platform. This wearable wrist tool allows kids to perfect their basketball shooting skills with friends and share their training data with coaches. It teaches skills to improve basketball shooting accuracy with a “coachon-the-wrist” app.

AR AND VR Augmented reality (AR) and virtual reality (VR) tools improve and expand play experiences using enhanced smartphone and TV chip technologies. Newer phones have advanced computer chips built in to enhance the AR experience, and VR headsets are becoming much more affordable and user-friendly. One of the Kids at Play Award winners this year was the Lenovo Star Wars Jedi Challenge. Players don a VR headset and battle with a virtual light-saber against Kylo Ren and other villains, or build entire Star Wars scenes to reenact epic battles on a tabletop-sized AR game board.

Retailers now use AR and VR experiences in their stores—which was also explored at the High Tech Retailing Conference—providing shoppers with enhanced interactivity via in-store interactive store kiosks, magic mirrors, and smart robot sales assistants.

Companies highlighted included MetaVRse with AR window displays; L’Oreal and Perfect Corp. with Magic Mirror technology; and Lowe’s with Holoroom, which teaches consumers DIY skills. Smart retailers are personalizing the consumer shopping experience to draw consumers back into their stores

with customized engagements.

New AR and VR technology products include the interactive 360-degree Quantum Storey books sold exclusively at Walmart in the first half of 2018.

Each set comes with a VR book, VR glasses, and a free downloadable VR app. MergeVR also showcased its latest AR/VR tool, the Merge 6DoF Blaster, which gives a handheld VR experience without the Merge 6DoF Blasterat at CES 2018 glasses, providing a whole new play enhances physical robot play and coding experience. Its predecessor, the affordable with built-in magnetic sensors that can climb MergeCube, brought AR/VR to life in a truly interactive white boards in classrooms. engaging interactive experience that places LEGO won the Kids at Play Award dishologram-like excitement in the palm of a tinction as the Best Physical/Digital Merged kid’s hand. product with its LEGO Boost five-in-one robotic build, code, and play program. LEGO BEYOND THE SCREEN Boost is successful because it infuses humor Many manufacturers introduced products and uses visual coding tools, so kids can learn that engage kids with new 3-D play expericoding and programming while also creating ences, combining physical play with digital emotional connections. components. Concerned that kids are spending too much time playing solitary games on an individual screen, companies will offer new TECH FOR BABIES The BabyTech Summit at CES and the formats that teach STEM coding with physical “Flipping the Switch on Your Connected play components.

Nursery” talk were newer showcases dedWonder Workshop developed CUE and icated to baby products. Many of the new Dot Creativity robots to teach kids about launches focused on tools and devices to programming using physical robots. KANO assist parents with monitoring fertility cycles encourages kids to build their own computer in order to conceive, and monitoring their from scratch, and to create other relevant babies once they are born. play experiences using sensors and LED Smart digital health monitors and devices lights to inspire. Pai Technology’s Circuit to track sleep and feeding were also on disConductors reveal light-up connections with play.

The Project Nursery program combined stories to teach abstract concepts with rethe whole spectrum of devices under the al-life scenarios that kids design and explore Project Nursery umbrella, including smart themselves. soothers, smart baby monitors, and other TenkaLabs won the Kids at Play Best Maktools to assist new parents with challenges. er Product Award with its Circuit Cube kits.

The new millennial parent is looking for quanThese kits keep kids grounded in real-world tified data in monitoring their babies and todplay experiences with handy tech-connectdlers in a way that gives them peace of mind able components. ROOT, a new player,

and connects them to a bigger community of like-minded parents.

Other key trends at CES included topics that will impact kids in the near future as they grow up in smart cities, including vehicles with self-driving capabilities and with builtin automotive smart tools such as 5G WiFi, voice-activated digital assistants, and more.

Warner Bros. aligned itself with vehicle manufacturers and Intel to bring its Hollywood streaming capabilities and licensed products to the growing new consumer on the go. Ernst and Young already predicted that smart cars will add $20 billion to the entertainment industry coffers.

We will continue to report on new trends in kids and family technology as the year progresses. »

Reyne Rice serves as co-president of the International Toy Trade Magazine Association (ITMA).

She is a global trend hunter from New York and a journalist and contributing editor for multiple international publications, including The Toy Book and Spirit of Play, and a frequent keynote speaker at more than 20 global industry conferences annually. Reyne has owned her consultancy, Toy Trends, since 2003 and can be reached at Reyne@ReyneRice.com.

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OUTSIDE THE BOX

CHALLENGER BRANDS CAN TAKE OVER THE WORLD

by TED MININNI, president and creative director, Design Force CHALLENGERS ARE CONTENDERS. THEY think differently. They grasp that there are always opportunities if they dare to carve out a new niche for their brands within existing categories, or—gasp—create new categories. Contenders pack as much power as they can into every aspect of their unique brand: the story, the product, the packaging, and every interaction that the consumer has with the brand. They get it at gut level.

Customer experience is everything—and it has to be seamless.

Challenger brands can literally change the world, such as Apple with its technology-based consumer products and apps, Airbnb in the hospitality space, or Zara at retail with its fabled “fast fashion” offerings.

Emerging brands set their sights on taking their categories by storm to redefine them.

Disruption can come in many forms and it doesn’t have to be earth shattering. It can come from a singular, simple product. A great core idea is one thing, but execution is everything.

CREATE YOUR OWN (UNFAIR) ADVANTAGE Small brands generally operate on a shoestring budget. Few have access to crowdfunding, and even fewer have angel investors. They aren’t in a position to create expensive marketing campaigns online and off. They don’t have a large team of employees who can dedicate their time to doing specific functions within the company. On top of that, challengers face stiff competition from well-established category leaders with deep pockets. However, all of this can actually be advantageous for challenger brands with vision. Upstarts that aren’t afraid of what they can’t do instead focus on leveraging everything that they do have control over to the max.

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When they come to market, challengers create a compelling story in a world filled with also-ran narratives. When fans avidly

share the story via social media, the visibility of the brand explodes, driving consumers to seek it out. A mystique begins to build around the brand. On store shelves that are replete with endless me-too choices, product packaging is so compelling that it makes the brand story come alive so that the product becomes irresistible.

Challengers leverage technology in an ingenious manner. Brand marketers partner with their most enthusiastic fans, as well as

influencers whom their target consumers follow. Their collaborations bear fruit when beautiful product shots appear on Instagram, unboxing videos are posted to YouTube, and influencers blog in a gushing manner about the brand, sharing photos of product and packaging. What’s more powerful, advertising that’s orchestrated by a brand, or marketing that is optimized by influencers? And on the back end, challengers work behind the scenes to create a seamless customer experience online and off. Every aspect of their brand is in sync.

And here’s the biggest edge of all: Contenders don’t wait for competitors to challenge them. They compete against themselves. By constantly pushing the envelope, they continue to redefine their brands and in doing so they remain relevant to their fans.

GOING APE OVER THE IDEA Recently, the toy industry witnessed an explosion of hot new collectibles. Moose Toys’ Shopkins brand and Spin Master’s Hatchimals Colleggtibles have redefined the category with their unique offerings. As a result, they’ve shot to the top, creating legions of loyal fans. Given the tremendous success of collectibles such as these, the inclination of many would-be competitors is to knock them off with “me too” offerings. But challengers will have none of that because they’re always thinking outside of the box. That’s how the idea for Montreal-based toy company WowWee’s Fingerlings brand was born.

Kids’ touch, sounds, or gestures can elicit more than 40 different responses from a Fingerling. Fingerlings appeal to both genders and every age group, so it isn’t surprising that with a price point of $14.99, more than 100,000 units sold in the U.S. during the first week of their debut last August. Since then,

OUTSIDE THE BOX demand exploded and major toy retailers cited Fingerlings as the hottest, must-have toy of the holiday season. There were six Fingerlings color choices at launch, plus retailer exclusive varieties, as well as play sets. After all, monkey bars, jungle gyms, and swings are a natural for these playful little monkeys, aren’t they?

Package design is simple and effective. A unique logo features a font with long tails on the letter “g” in the Fingerlings name. Beneath that: “friendship @ your fingertips” spells out what the brand is all about in four words. The cute baby monkey appears with clasped hands and feet clinging to an imaginary tree as a backdrop.

The brand communication “40+ sounds” appears on a bunch of bananas right next to it. In the upper right-hand corner, there’s a visual of three kids with Fingerlings wrapped around their fingers. The message is clear, and the product is cute and irresistible.

WowWee’s strategy is to continue to collaborate with influencers to keep up the momentum for Fingerlings. Videos of kids playing with Fingerlings and unboxing them populate YouTube, WowWee retained Los Angeles-based Striker Entertainment to develop and implement a global licensing program for the brand, and plans are in the works to develop new characters using the technology that drives the brand besides the Fingerlings baby monkeys, unicorns, and sloths that are currently stocked by major toy retailers. It’s tantalizing to consider what this challenger brand might do next, isn’t it? If WowWee continues to push the Fingerlings brand to compete against itself, there’s no reason why it can’t continue to be a force within the collectibles category— or any other category on which the company sets its sights.

ONCE MORE, WITH FEELING It’s déjá vu all over again. Wicked Cool Toys might be a small, Pennsylvania-based company, but its executives are long-time toy industry aficionados who understand what kids want and how to deliver it. Developing licensing partnerships and private-label pro-

grams gives the company the opportunity to innovate and create, in their own words, wicked cool toys. The company’s website announced the official return of Teddy Ruxpin, an iconic toy from the 1980s, last fall. “After a long hibernation, Teddy Ruxpin is more ready than ever to share his love of reading and storytelling with a whole new generation of kids.” Well expressed.

But it’s the package design that tells the story in a comprehensive manner at a glance. We see on the packaging that the new Teddy Ruxpin is interactive with LCD eyes that feature more than 40 expressions.

As we know in working with kids’ toy and entertainment brands, the eyes have it. When a toy makes “eye contact” with kids, it creates an instant connection. The fact that Teddy’s eyes magically change with many emotive expressions is a huge selling point. He has an animatronic mouth that syncs to his speech.

Touch sensors in Teddy’s hands and vest allow kids to start, pause, or fast-forward his stories and songs. But for all of this new technology, we read that Teddy Ruxpin is now “smarter, softer, and more cuddly” and a new friend for kids ages 2 and up. Lastly, his outstretched arms within the packaging invite hugs from kids.

Can Teddy Ruxpin challenge a host of

inventive new toys flooding the marketplace?

Of course he can. For kids, the promise of friendship means more than all of the interactive bells and whistles in the world. Bluetooth compatibility and a downloadable app to access more stories don’t give the loveable bear staying power; there are too many interactive toys out there that attest to that.

But a Teddy Ruxpin universe—which his late creator, Ken Forsse, didn’t complete— might come to life per a recent interview with toy company co-president Michael Rinzler. The CNET interview reports, “Wicked Cool Toys says if kids take a quarter million of these furballs home with them, Grubby and other characters could make it onto shelves, too—possibly expanding on the story Forsse never finished.” This is a tantalizing thought. We all know the power of creating separate universes around beloved characters, from Barbie to our culture’s most beloved superheroes.

Could Teddy Ruxpin become another licensing juggernaut that other brands, such as Paw Patrol, became with preschoolers and young children? We’ll have to wait and see.

In an article published in November, CNN Money proclaimed Teddy Ruxpin to be one of the “11 Hottest Toys for this Holiday Season.” He is found on major toy retailers’ must-have toy lists, as well as that of the Toy Insider (published by Adventure Publishing Group, which also publishes The Toy Book).

Odds are great that with Teddy’s continued exposure on many social media platforms, favorable press, and strong sales, he’ll be the success that ensures that the next phase of his universe will unfold. Who said that a teddy bear can’t take over the world? »

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

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RAISING THE BAR

FULL DISCLOSURE

FTC Issues Enforcement of Endorsement Guides for Social Media Influencers

by HOWARD N. ARONSON, managing director, Lackenbach Siegel LLC IF YOU THINK THE PERFECT AD IS ONE where you control not only the content and timing of the ads, but also don’t have to pay high-priced celebrities and can leverage consumer confidence in the opinions of bloggers, other “influencers,” and even relatives and employees to sell your toy product— without telling consumers—you may have to re-think your strategy.

Just ask Lord & Taylor, which signed a consent order with the Federal Trade Commission (FTC). According to the FTC’s complaint against Lord & Taylor, the company paid 50 online fashion influencers to post pictures of themselves on social media wearing a dress from Lord & Taylor’s new collection without disclosing that they had given each influencer the dress—and thousands of dollars—in exchange for the endorsement. In addition, the FTC alleged that Lord & Taylor deceived consumers by placing a seemingly objective “news” article in the online publication Nylon and creating a Nylon social media post, without disclosing that the articles actually were paid advertisements for the company’s 2015 new clothing collection.

It wasn’t long before the FTC issued a warning to other influencers.

WHAT IS THE FTC? The FTC is the federal government agency that, under the Federal Trade Commission Act of 1914, is responsible for promoting consumer protection and eliminating and preventing anticompetitive business practices, including coercive monopoly. To carry out its mission, the FTC issues legally binding guidelines, one of which is “Guides Concerning the Use of Endorsements and Testimonials in Advertising,” last revised in 2009.

To enforce its guides, the FTC brings civil actions against marketers that deceive consumers. The FTC also carries out educational activities, including workshops with other government agencies, businesses, consumer groups, and community-based organizations, and issues reports that analyze marketplace trends affecting consumers.

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YOU HAVE TO SAY IT’S AN AD Earlier this year, the FTC sent letters to 90 marketers and influencers—individuals or entities that had endorsed products or services—clarifying what the FTC Endorsement Guides require. The letters may serve as a warning not only to influencers, but also to toy brand owners and marketers as well: Going forward, the Lord & Taylor standard might be applied against other brands. In this crackdown, the FTC directed letters to marketers, endorsers, and influencers themselves, many of them celebrities, explaining a few things: • If there is a “material connection” between an endorser and the marketer of a product—that is, a connection that might affect the weight or credibility that consumers give the endorsement—that connection should be clearly and conspicuously disclosed, unless the connection is already clear from the context of the communication containing the endorsement.

• A business or family relationship, a monetary payment, or providing free products to the endorser are considered material connections.

• The Endorsement Guides apply to marketers and endorsers. If there is a material connection between the endorser and the marketer, that connection should be clearly and conspicuously disclosed in the content of the endorsements themselves.

• In order to ensure that a disclosure is both “clear” and “conspicuous,” endorsers and marketers should use unambiguous language and make the disclosure stand out.

Consumers shouldn’t have to look for it. As an example, typically, consumers viewing posts in their social media streams on mobile devices see the first three lines—unless they click “more”—but many consumers may not click “more.” So marketers and endorsers must disclose any material connection above the “more” button. And where there are multiple links, hashtags, or tags, particularly at the end of a long post, many readers may simply skip over them.

FTC VS. LORD & TAYLOR According to the FTC complaint, the following facts formed the basis for the agency’s complaint against Lord & Taylor: During the Fall of 2014, Lord & Taylor undertook a promotion campaign for its new fashion collection. The social media aspect of the campaign—known as a “product bomb”—launched at the end of March 2015 and included Lord & Taylor-branded blog posts, photos, video uploads, native advertising editorials in online fashion magazines, and “use of a team of fashion influencers recruited for their fashion style and extensive base of followers on social media platforms, all focused on a single article of clothing, the Design Lab Paisley Asymmetrical Dress.”

As the FTC alleged, 50 fashion influencers received the dress, along with payments ranging from $1,000 to $4,000. In turn, each fashion influencer was to post on a designated social media platform one photo of herself wearing the paisley dress during a specific time period over the weekend of March 27 and 28. The influencers’ contracts with Lord & Taylor stated that each influencer would use the campaign hashtag “#DesignLab” with the photo, mention the company as “@lordandtaylor,”and would tag their photos of the dress using the “@lordandtaylor” designation.

What the contracts did not require—or even mention—according to the FTC, was that the influencers should disclose in the postings that they had been compensated by Lord & Taylor.

The FTC alleged that Lord & Taylor pre-approved each of the influencers’ posts, making sure that the requirements for references to Lord & Taylor and the Design Lab campaign were met, and also edited some of the influencers’ draft posts. According to the FTC, there were no disclosures about Lord & Taylor compensating the influencers, or about the individual posts being part of the Lord & Taylor advertising campaign.

The campaign captured the attention of more than 11 million individual social media

RAISING THE BAR users—more than 300,000 of whom engaged with the brand through “likes,” comments, or re-postings—and resulted in a sell-out for the paisley dress.

In addition, the FTC stated the campaign included placement of posts and an article— edited by Lord & Taylor—in online fashion magazines, including Nylon, which posted a photo of the paisley dress on its social media account during the designated weekend. The post did not disclose that Lord & Taylor had paid for the posting and a related article in the magazine, pre-approved by Lord & Taylor, and did not make any disclosure about payment or pre-approval.

The FTC charged that Lord & Taylor had represented to consumers that the posting, photos, and captions were “the independent statements of impartial fashion influencers”— when in fact they were part of an advertising campaign, as part of which the posters had been compensated by the advertiser. This, the FTC stated, was a false, misleading, and deceptive practice, as was the treatment of the Nylon article.

IN THE LONG RUN Under the FTC consent order with Lord & Taylor, the company was prohibited from misrepresenting that paid ads are from an independent source, or that a paid endorser is acting as an independent or ordinary consumer. The company also was required to ensure that its endorsers clearly disclose when they receive compensation in exchange for their endorsements.

For toy brand owners, the guides may not just make legal—but also business—sense, because proper disclosures in advertising will build consumer trust. To make sure your company is in compliance with the FTC Guides, consult your IP counsel’s Advertising Law Department. »

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

FTC FREQUENTLY ASKED QUESTIONS Do the Endorsement Guides apply to social media?

Yes. Truth in advertising is important in all media, whether they have been around for decades, such as TV and magazines, or are relatively new, such as blogs and social media.

Isn’t it common knowledge that bloggers are paid to tout products or that if you click a link on a blogger’s site to buy a product, the blogger will get a commission?

No. Some bloggers who mention products in their posts have no connection to the marketers of those products—they don’t receive anything for their reviews or get a commission.

They simply recommend those products to their readers because they believe in them. Moreover, the financial arrangements between some bloggers and advertisers may be apparent to industry insiders, but not to everyone else who reads a particular blog. Under the law, an act or practice is deceptive if it misleads “a significant minority” of consumers.

What is the legal basis for the Guides?

If an endorser is acting on behalf of an advertiser, what she or he says is usually going to be commercial speech—and commercial speech violates the FTC Act if it’s deceptive. The FTC conducts investigations and brings cases involving endorsements under Section 5 of the FTC Act, which generally prohibits deceptive advertising.

Is there special wording I have to use to make the disclosure?

No. The point is to give readers the essential information. A simple disclosure like “Company X gave me this product to try” will usually be effective.

The Guides are intended to give insight into what the FTC thinks about various marketing activities involving endorsements, and how Section 5 might apply to those activities. The Guides themselves don’t have the force of law, but practices inconsistent with the Guides may result in law enforcement actions for violations of the FTC Act. Although there are no fines for violations of the FTC Act, law enforcement actions can result in orders

requiring the defendants in the case to give up money they received from their violations.

What about a platform like Twitter?

How can I make a disclosure when my message is limited to 280 characters?

The FTC isn’t mandating the specific wording of disclosures. However, the same general principle—that people get the information they need to evaluate sponsored statements—applies across the board, regardless of the advertising medium. The words “sponsored” and “promotion” use only nine characters.“ Starting a tweet with “Ad:” or “#ad,” which takes only three characters, would likely be effective.

I work for a wonderful company. Can I mention our products to people in my social networks? How about on a review site? My friends won’t be misled since it’s clear in my online profiles where I work.

First, we recommend that you check with your employer to make sure you’re complying with its policies before using any form of social media to talk about the company’s products.

If your company allows employees to use social media to talk about its products, you should make sure that your relationship is disclosed to people who read your online postings about your company or its products. Put yourself in the reader’s shoes. Isn’t the employment relationship something you would want to know before relying on someone else’s endorsement? Listing your employer on your profile page isn’t enough. After all, people who just read what you post on a review site won’t get that information.

Would a button that says “Disclosure,” “Legal,” or something that links to a full disclosure be sufficient?

No. A hyperlink like that isn’t likely to be sufficient. It does not convey the importance, nature, and relevance of the information to which it leads and it is likely that many consumers will not click on it and therefore miss necessary disclosures. The disclosures we are talking about are brief and there is no reason to hide them behind a hyperlink. »

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TOY FAIR 2018: SAME OLD, SAME NEW

by WENDY SMOLEN, founder, wendysmolen.com TOY FAIR IS OLDER THAN ALL OF US, despite that it caters to those younger than most of us. But it leaves its mark on everyone who attends.

“The basics of Toy Fair have remained the same since the industry first came together in 1903,” says Toy Association President and Chief Executive Steve Pasierb. “We must provide opportunities for meaningful introductions and engagements that build business, whatever a company’s or person’s role is in the industry. The challenge is to evolve with the times.”

For me, this is Toy Fair No. 25. I’ve made lifelong friends since first trekking the halls of 200 Fifth Avenue, and called on some of them to share their thoughts prior to this year’s Toy Fair. Though we all approach the event from different perspectives, it’s funny how many of the same memories we had in common.

I started attending as a freelance writer for Parents magazine, the author of a book on kids’ activities, and a mother of three young children. My knowledge of toys was experiential at best. My first badge could easily have said

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“Novice.” The seasoned editor who guided me around had recently given birth and had to make frequent stops to pump breast milk.

We snaked up and down the narrow and dusty stairways of the old Toy Building, avoiding the over-crowded, over-rated elevators.

“The elevators were part of the adventure, especially for an academic ethnographer like me,” says Warren Buckleitner, Ph.D., editor of Children’s Technology Review, and a Toy Fair veteran of more than 20 years. “Consumers have no idea that the toys they buy are often made by chubby men who smoke cigars.”

We schlepped elaborate press kits and samples until our arms ached and gorged on candy until our teeth hurt, but I was smitten.

The showrooms exuded excitement and the air buzzed with possibilities—toys were important! I discovered which companies served real lunches—always hit ALEX Brands around 12:15—learned to bring a wheelie suitcase for all the giveaways, and was convinced that Spin Master threw the best parties.

“I have many tales of late night escapades that can’t be told (but have been retold hundreds of times!), that have helped to build and strengthen the camaraderie that’s part of Toy Fair lore,” says Jim Engle, president of Little Kids.

By year two, I was an official editor at Parents, and a more confident judge of toys.

I recognized many key people. I knew what questions to ask. And I developed a Toy Fair rating system that I still use today.

In 1997, Javits was added—at first, a noman’s land, the after-thought you attended on the last day to quickly see any small or strapped companies that couldn’t afford a larger space.

“The big boy Toy Fair had HUGE booths with walls around them and secretive sales guys in suits watching over the entrance,” remembers Mia Galison, president of eeBoo. “The Javits ‘specialty tent’ felt like a bazaar for my people. There were lots of 10 by 10 booths with a single

person in it and a lot of older married couples. Everyone had very small, focused lines—many of them new to the market.

We didn’t get that much traffic the first year or so, but I did pick up one of my best and most enduring customers there: Land of Nod. They were brand new as well, looking for things that were different and that’s where we all were.”

When something was really different, everyone gravitated to it, like witnessing a solar eclipse.

“For me, the most memorable new product introduction was Coleco’s Cabbage Patch Kids in the early ’80s,” reminisces Engle. “They had a delivery room, doctors, and nurses, along with a product concept that broke all the rules of promotional doll introductions.”

In 1998, Furby debuted at Tiger Electronics. I was scheduled to showcase them on TV with six kids, and had to carry a half dozen home in a bag on Metro North. Somewhere between Rye and Portchester, N.Y., they started “talking” to each other. Frantically, I tried to turn them off. The entire train was mesmerized. I knew right then that I had a hit on my hands.

And then there were the snowstorms. No one can recall a Toy Fair without winter boots.

“One year, we had a contest to see who could make the best snow angel in the middle of a deserted Fifth Avenue,” says Engle.

Buckleitner remembers “a blizzard so bad, that when I walked into the Toy Building, no one was there. However, every showroom was staffed because companies had flown in days ahead. I had the whole place to myself.”

Fundamentally, however, Toy Fair is about doing business. And good business is always about good relationships, whether they’re business-to-business, or peer-to-peer.

SPECIALTY TOYS & GIFTS

“In the early years, I loved the camaraderie of being around the smaller companies. We shared a lot of information about reps and retailers,” says Galison. “I still maintain many close friends from that period—other small companies that in another context might have felt like competitors. Every year we hosted a party at my home for sales reps, retailers, and other toy companies, and that solidified the sense of community for me.”

Buckleitner began holding his annual end-of-Toy Fair “Huddle” in 1999, as a peer discussion group. “Toy Fair is so huge—there are so many stories, sub-stories, and trends— that it’s useful to listen to others and share

what we’ve seen,” he says. “The Huddle is a (very) low-budget, open-to-all forum. It’s a chance to see old friends and bring new voices into the discussion. Our goal is to ‘get it right.’ Email me if you want to come this year!”

Fast forward to today. A digital press room, flash drive catalogs, a plethora of recyclable bags, endless aisles and levels of Javits, and of course, the friends you haven’t seen in a year.

“The future is wide open for Toy Fair,” says Pasierb. “The fact that Toy Fair sold out last year and again this year is actually a problem and a missed opportunity. Companies that need exposure, inventors with a great idea, brands that are growing, all require more space. Having the expanded Javits Center at our disposal in 2022 will allow us the luxury of planning for a new and

larger experience. As licensing, IP development, and youth entertainment properties continue to prosper, Toy Fair can have an even wider appeal. The media and financial strengths that New York offers continue to be of high value to our members and they’re why NYC remains our home.”

And so begins Toy Fair 2018. I hope you didn’t forget your boots. »

Wendy Smolen has spent more than 20 years playing in the toy industry. She cofounded Sandbox Summit, an idea forum focused on the intersection of play, learning, and technology. Currently, she works with companies and organizations to create playful solutions that engage kids and families in innovative and impactful ways.

TOP TOY FAIR TIPS 1. Wear comfortable shoes. Padded soles are best. High heels and pointy toes are out of the question. Javits’ floors are brutal on your feet, whether you’re walking the aisles or standing in a booth. No one will judge you for wearing sneakers.

2. Schedule key appointments. Confirming meetings ahead of time guarantees you’ll see those you want to see. For your sanity, give out your cell number. People don’t always stick to time slots.

3. Schedule free time. Allow yourself a chance to walk the aisles and see what others (competitors or not) are doing. It gives you a good sense of trends and the industry mood. It’s also pretty inspiring.

4. Talk to everyone. Listen to feedback. If you’re collaborative, others will be too.

5. Buy coffee before you hit Javits. The main floor kiosk has to be the most overpriced Starbucks in all of NYC. 6. Take copious notes. After more than four days of talking and smiling, everything starts to take on a hazy glow—not in a good way.

7. Ask reps to mail catalogs if they don’t have flash drives. While you may think “What’s so hard about carrying one catalog?,” by the fifth or sixth catalog, it’s no longer easy. They’re also a pain to pack.

8. Swag is for taking. Grab a bag when you enter Javits. They’re on every post. (And they make great grocery bags after Toy Fair.) It’s also fun to pick up samples in the showrooms. If you have kids, they love the freebies you bring them. If you find yourself too swag-saturated, consider the FedEx that’s conveniently located in Javits.

9. Take advantage of industry meetings. The TOTY Awards ceremony is a great way to kick off Toy Fair. Women in Toys also has a gala dinner. (Both dinners require advance registration.) The Toy Association holds info sessions throughout the event. At the very least, private breakfasts and dinners are a good way to get to know your customers in a less formal setting.

10. Double the number of business cards you think you’ll need. Nerdy as it is, consider a fanny pack to hold them. Alternatively, you can stash them in the pocket behind your name badge. But you also need a place to put the cards you receive, which, unfortunately, brings you back to the fanny pack.

11. The 7 subway to Javits (34th Street and 11th Ave.) is the quickest way to get to and fro. Avoid the endless taxi lines. At 5 p.m., you’ll never get a cab and even Uber will be tough. The hotel buses are also convenient, though a lot slower.

12. Go digital. Download the Toy Fair app. And use it!

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BUSINESS DIRECTORIES 2015 Trade Show Directory $39.95 Independent Sales Rep Directory $69.95 Toy Wholesalers & Manufacturers $29.95 We carry Salesman's Guides to Find Buyers and Trade Show Exhibitor Lists for Toy Fair and others!

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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, Benny’s and TJ Maxx, • NY METRO​ NY City and New Jersey. Accounts...Toys R Us and their DOTCOM and aGlobal divisions, TRU Express, dd’s Stores, Macy’s Backstage, Cititrends, Burlington Stores, Quidsi’s, Xmas Tree Shops, Shepher Distributors, Buy Buy Baby, Party City, National Whle., Bed Bath and Beyond, Stevens Intl., and NY area Supermarket chains.

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INDUSTRY MARKETPLACE

Advertiser Index American Plastic Toys......................... 123

Horizon Group.................................... 143

PlayMonster........................................ 105

Amloid................................................ 145

Hunter Products.................................. 203

RedwoodVentures.......................... 26–27

Animaccord........................................ 247

IAmElemental..................................... 239

Regal Logistics.................................... 155

Anker Play Products............................ 149

Identity Games................................... 159

Art’s Ideas........................................... 171

Relevant Play...................................... 151

Imperial Toy.................................... 44–45

ASTRA................................................ 213

Imports Dragon.................................. 127

Aurora World...................................... 189

Jada Toys........................................ 28–29

Autruche............................................. 169

Jam’n Products............................... 46–47

Basic Fun!........................................... 6–7

Jay@Play............................................. 181

Beverly Hills Teddy Bear..................... 183

Jazwares............................................. 103

Bonkers Toy Co. ................................ 217 Breaking Games................................. 167 Bruder Toys America.......................... 233 Bulls-i-Toy........................................... 221 ChizComm...................................... 50–51 COBI Toys........................................... 147 Corolle................................................ 185 Cortex Toys......................................... 131 Cra-Z-Art......................................... 30–31 Cuddle Barn....................................... 191 DGL Group..................................... 24–25 Douglas Co. ....................................... 197 Duncan Toys....................................... 215 Dynacraft.................................. 20–21, 23 Educational Insights........................... 219 Edushape............................................ 245

JC Toys Group.................................... 193

Retail Exchange Network................... 179 Rubie’s Costume Co................... 113, 115 Rubik’s Brand...................................... 174 Sakar International.............................. 111 Schleich USA...................................... 117 Snaptoys............................................. 119

Kahootz Toys...................................... 139

Sonata International........................... 133

Kellytoy............................................... 187

Spin Master.................................... 12–13

Kettler USA..................................... 48–49

Sunrights Inc. ..................................... 237

KidKraft......................................... 99–100

SYBO Games...................................... 269

Learning Express Toys........................ 231

Thames & Kosmos.......................... 18–19

Learning Resources............................ 125

TOMY................................................. 8–9

Little Kids............................................ 209

Toy State......................................... 14–15

Looney Labs....................................... 175

Turner Media Group/CNE.................. 235

Magformers........................................ 135 Maisto/Bburago.............................. 10–11 Mattel....................................... 77, 89–96 Merge VR............................................ 205 Mindware............................................ 163 Moose Toys........................................ 3–4

University Games........................ 164–165 VTech.................................................... 61 Wham-O......................................... 42–43 Whiffer Sniffers/ Bearington Collection........................ 223 Wicked Cool Toys............................... 107

Entertainment One Family............. 52–53

Mukikim Toys...................................... 121

Epoch Everlasting Play............. 32–33, 35

My Arcade.......................................... 225

Fat Brain Toys..................................... 270

New Dimensions................................ 227

Flycatcher........................................... 153

NKOK............................................. 36–37

Folkmanis....................................... 16–17

Odyssey Toys...................................... 207

GennComm........................................ 199

ORB.................................................... 137

George & Company........................... 173

Pacific Play Tents................................ 211

YULU................................................... 161

GUND............................................. 40–41

Pai Technology................................... 129

Yvolution............................................. 201

Hasbro................................................ 1–2

Pamson Pacific Enterprises Corp.... 38–39

Zing...................................................... 81

HEXBUG............................................... 65

Pillow Pets............................................ 55

ZURU.................................................... 73

Wild Republic..................................... 195 WobbleWorks..................................... 141 Women in Toys .................................. 251 WowWee............................................ 109 Wrebbit 3D......................................... 177

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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FLASHBAC 1

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SloaneVision Unlimited announces that El-Ko Interactive licensed Galoob Toys’ Pound Puppies for CD-ROM and screensaver products. The Pound Puppies CD-ROM will allow kids to adopt a puppy and take it to the vet, the park, and other places. Throughout the story, kids will be exposed to reading and the alphabet, and the activity center has a coloring book, a matching game, and three levels of interactive puzzles.

AOL HOLIDAY SHOPPING SALES UP America Online reports that its holiday retail transaction business has doubled over the same two-week period from the previous year in 1997.

AOL attributes the increase in seasonal sales to a surge of new online shoppers and a shift in buying patterns that shows clothing emerging as the leading category over the usual computer hardware and software.

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»

Real Live Babe is an interactive plush toy from Equity Toys, based on the movie Babe: Pig in the City. Babe has eight play patterns, including eating, tickling, smelling, and hugging.

He knows the time of day and interacts with kids accordingly, such as going through his evening routine at night with storytelling, lullaby singing, and sleeping.

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EL-KO INTERACTIVE TO CREATE CD-ROM FOR POUND PUPPIES

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FEBRUARY 1998

» Bandai Digital Entertainment builds on the success of Tamagotchi with DigiMon, a digital monster that kids train to win power matches against other DigiMon toys. The toys train for approximately two days and then two toys can be attached together to battle. The victor will get stronger and the defeated one loses strength.

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Galoob presents its Spice Girls dolls following the release of Spice World, the 1997 movie featuring the five-woman British pop group. Each 11.5-inch doll comes adorned in her signature Spice Girl style.