March/April 2010 by The Toy Book

Vol. 26, No. 2

March/April 2010

Vol. 26, No. 2

March/April 2010

Get Cozy with Plush page 30 MEGA Bloks’ Build Big! Creation Box

R/C: Racing to Innovate

ver the past six years, Ed Gershowitz, president of Carrera of America, Inc., and his company noticed a problem in the radio control category: nothing was new, nothing was exciting, nothing was incredibly innovative. Gershowitz saw few products on the shelves that had the same thrill as radio control vehicles in the 1990s. So, this year, Carrera—known for its slot car racing—decided to throw its hat into the R/C ring. continued on page 22

Carrera’s Green Cobra

by Elizabeth A. Reid

ASTRA Talks Q4: page S4 Plush: page S6 Construction Toys: page S12 page 45

Check It Out: Page 42

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

M a rc h / A p r i l 2 0 1 0

Volume 26, Number 2 www.toybook.com

departments

Features

P UBLISHER Jonathan Samet

R/C: Racing to Innovate

Editor’s Viewpoint

by Elizabeth A. Reid

Page 6

Cover; Page 22 Silverlit’s Wolverine Micro Racer

Stat Shot Page 8 Page 9

C HIEF

Jackie Breyer

jbreyer@toybook.com

Elizabeth A. Reid

ereid@toybook.com

by Lutz Muller; Page 30

From Rags to Riches:

C ONTRIBUTING W RITERS

Industry Update

Tatty Teddy Heads to the U.S.

Page 10

by Byran Joiner

Ashlee Ackerman, Bryan Joiner, Lutz Muller, Dave Parzen P RODUCTION D IRECTOR

Page 38

Anthony K. Guardiola

Marketing Memo

aguardiola@adventurepub.com

Page 14

Property Profile: Toy Story 3

E DITOR

A SSISTANT E DITOR

Spotlight On: The Construction Toy Aisle

TIA Perspectives

jsamet@adventurepub.com

Plush Showcase

Steiff’s Little Floppy Hoppel Rabbit

Page 16

Page 42

P RODUCTION A SSISTANT Yasmin Johnson

yjohnson@adventurepub.com

Cadmium: The Next Lead by Dave Parzen and Ashlee Ackerman

5 Questions with Silverlit

Page 61

C ONTROLLER /O FFICE M ANAGER Robert Forde

rforde@adventurepub.com

Page 20

Raising the Bar

Specialty Toys & Gifts: Page 45

Page 60

What’s New Page 63

Industry Marketplace Page 64

Flashback: March/April 1991

Page 66

sights A S T R A’ s eI nS 4 Pa g

ter n e C a i Med S14 Page

New s ’ t a h W Page S5

New s

Page S

Construction Toys Page S12

Plush Page S 6

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

Editor’s

Viewpoint

Painting the Roses Red Jackie Breyer editor in chief

here are many interpretations for the whimsical scenes in the story of Alice in Wonderland. To me, the concept of “painting the roses red” symbolizes a desperation to take something you have, and turn it into something you do not, in order to fulfill a demand. In the toy industry, demand is king (or the Red Queen, as it were). What consumers want, whether it’s Zhu Zhu Pets, Tickle Me Elmo, or Cabbage Patch Kids, is what they must have, or shoppers will look elsewhere until they find what they (or their children) are looking for. But what happens when what customers want more than anything else is a low price? According to Colloquy—a company following the loyalty marketing industry—and its Retail Loyalty Index, low prices are driving consumer loyalty in 2010. Colloquy’s index ranks the top U.S. retailers according to customer loyalty ratings. The 2010 index was built from a December 2009 survey of 3,500 U.S. consumers in five regions: Northeast, Southeast, Midwest, Southwest, and Northwest. According to Colloquy Partner Kelly Hlavinka, “The Great Recession became the great equalizer.” In the company’s 2008 index, customer service, store environment, and a wide product selection had been the underlying factors for customers’ selfprofessed loyalty. It’s amazing how much can change in two years. Perhaps this is not headline news at a time when money is tight for so many Americans, but it is quite jarring to have it made so crystal clear. Consumers want low prices more than anything else. As you can probably imagine, Walmart dominated Colloquy’s 2010 customer loyalty ratings. The key thing to remember in all this is that the economy will eventually rebound, and when it does, customer service, product selection, and store environment will return as the keys to customers’ hearts and wallets. Selection is still the concept behind our product coverage! Be sure to check out the new items we’re loving in the plush, R/C, and construction categories. Our coverage expands into our Specialty Toys & Gifts section as well to give readers a broader view of the categories. Don’t paint the roses red out of desperation. Enjoy! ■

THE TOY BOOK

MARCH/APRIL 2010

S TAT S HOT Toys and Consumer Electronics Capture Greater Share of Total Spending Against Kids “Toys and board games captured the largest share of wallet in terms of spending against kids ages 0-14 during the 2009 holiday season, and a bigger slice of the pie than it did the previous year. Age and gender play big roles in determining the categories that dominate, and when we look at younger kids, this category commands an even larger portion of the total spend. For older kids, video games and consumer electronics capture the largest market share.” —Anita Frasier, industry analyst

Source: The NPD Group/Spotlight on Kids: Understanding Cross-Category Purchasing

A MAZON . COM

TOP -S ELLING FAMILY E NTERTAINMENT T ITLES R ANKED RANK

BY T OTAL

T OP S ELLING T OYS F EBRUARY 17–M ARCH 17, 2010

U.S. U NITS , F EBRUARY 2010

TITLE

PLATFORM

PUBLISHER

BANANAGRAMS

JUST DANCE

WII

UBISOFT

BARBIE SUPERSTAR DOLL

SCRIBBLENAUTS

NDS

WARNER BROS.

WII PLAY W/ REMOTE*

WII

NINTENDO

MIGHTY BEANZ 6 PACK - SERIES 1

MARIO PARTY

NDS

NINTENDO

STEP2 WATERWHEEL ACTIVITY PLAY TABLE

BAND HERO*

WII

ACTIVISION/BLIZZARD

LEGO ULTIMATE BUILDING SET - 405 PIECES

GAME PARTY 3

360

WARNER BROS.

TY BEANIE BABY MAX & RUBY SET

BEJEWELED TWIST

NDS

POPCAP GAMES

KONAMI

THE SETTLERS OF CATAN

DANCE DANCE REVOLUTION: HOTTEST PARTY 3

WII

MARIO PARTY 8

WII

NINTENDO

INSECT LORE LIVE BUTTERFLY GARDEN

DEAL OR NO DEAL

WII

ZOO DIGITAL

FISHER-PRICE RAINFOREST JUMPEROO

NERF N-STRIKE LONGSTRIKE CS-6 DART BLASTER

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

Source: The NPD Group/Retail Tracking Service

THE TOY BOOK

MARCH/APRIL 2010

Toy Industry Association Perspectives Toy Fair 2010

Wraps up on aHigh Note

by Adrienne Appell, senior manager public relations, Toy Industry Association

merican International Toy Fair, the largest toy trade show in the western hemisphere, brought 10,600-plus buyers from 85 countries to New York City to scout for trends and place orders for the latest products. Attending buyers increased 3 percent over the previous year, and total attendance at Toy Fair 2010––including buyers, retailers, trade guests, media, and exhibiting staff––increased 4 percent to 25,030. More than 1,100 exhibitors gathered to showcase an estimated 100,000 new toys and youth entertainment products. Nearly 285 of the exhibiting manufacturers, distributors, importers, and sales agents were first-time exhibitors. “Attendance, energy, and momentum were all up this year,” says Carter Keithley, president, Toy Industry Association. “Buyers lined the aisles and exhibitors were writing a steady stream of orders, creating an unmistakable buzz that carried throughout the four days of the show.” “Toy Fair 2010 was upbeat and energetic,” says Jim Engle, president, Little Kids, Inc. “We generated significantly more leads and business than a year ago. Overall, the show was a great success for us.” “This year’s Toy Fair was the best we have had in the 22 years we have been attending,” agrees Ramona Pariente, president of Safari, Ltd. “We experienced even more traffic and had more quality buyers than ever before.” The total number of retail outlets represented at Toy Fair 2010 increased 2 percent over 2009, with 5,744 distinct organizations in attendance. The diversity of retailers spanned traditional toy sellers ranging in size from specialty toy stores to big box and warehouse retailers to drugstores, supermarkets, and hypermarkets. Retailers also included alternative toy and game distribution channels such as book and clothing stores, pet shops, and travel-themed retailers. “Toy Fair has helped launch us to the next level, introducing us to a much wider range of buyers from specialty toy, book, online, and gift store buyers as well as providing a one-of-a-kind opportunity to network with other companies and increase our national visibility,” adds Jennifer Conn, co-owner and creative director of Arttero, a small mom-owned business that sells eco-friendly, U.S.-made art kits. “Toy Fair continues to be a place where buyers and sellers gather to do business and strike up deals, while press flock to the show to report on new product and trends,” says Marian Bossard, TIA vice president of meetings and events. Nearly 1,000 media representatives from 14 countries converged at the show to Toy Fair 2010 opened with a parade of costumed report on this year’s top cross-sector trends––active, accessible, affordable, and characters and the whimsical Clown Band. aspirational––and predict which toys and games will be on the lists of kids around the world this holiday season. Major media outlets covering the show included The Today Show, Good Morning America, AP, CBS, Fox Business and Fox News, The New York Times, MSNBC, The Wall Street Journal, and Reuters. “This year's Toy Fair was four days of nonstop business,” says Harold Chizick, vice president global communications and promotions, Spin Master. “Our booth was constantly filled with top-quality buyers, deal-makers, and A-list media. We are so excited about the people we met and the orders we wrote at the 2010 show that we are already making our plans for 2011.” Toy Fair is among the top five NYC-based trade shows, and in 2009 was ranked by Trade Show Executive magazine as No. 56 among U.S. trade shows that “set the gold standard for the exposition industry and the industries they serve.” The 108th American International Toy Fair will be held February 13-16, 2011, at the Javits Center. ■

MARCH/APRIL 2010

THE TOY BOOK

Industry Update MARVEL SIGNS MULTI-YEAR AGREEMENT

FanTOYstic Trivia by Sort it Out!

Try to sort these books by the estimated number sold. (1 for the most, 5 for the least.)

The Lord of the Rings Think and Grow Rich Gone with the Wind Jonathan Livingston Seagull Watership Down Sort it Out! is new from University Games, www.ugames.com, and was named “Game of the Year” by the Toy Industry Association. This trivia was used with permission from University Games Corporation. To purchase this game online, visit AreYouGame.com. Learn more about the game or solve more questions by visiting Sort it Out!’s Facebook page, www.facebook.com/SortItOut.game. Answer: 1. The Lord of the Rings (100 million) 2. Watership Down (50 million) 3. Jonathan Livingston Seagull (40 million) 4. Think and Grow Rich (30 million) 5. Gone with the Wind (28 million)

HIDDEN CITY CHANGES NAME As Hidden City Games expands its children’s brands and licensing divisions, the company announces that its name has officially changed to Hidden City Entertainment. Hidden City Entertainment began as Hidden City Games in March 2007. The company is best known as the worldwide master licensee of Bella Sara.

THE TOY BOOK

WITH

MAISTO

Marvel Entertainment continues to expand its presence in the toy category through a new deal with Maisto International for die-cast toy vehicles featuring Marvel’s Super Heroes. As part of this worldwide, multi-year agreement, Maisto has been awarded the rights to produce and market a range of die-cast vehicles and playsets based on several Marvel characters and brands including Super Hero Squad, classic Marvel properties, and Marvel Studios’ upcoming feature films, Iron Man 2, Thor, The First Avenger: Captain America, and The Avengers. Product categories planned are die-cast vehicles including cars, offroad trucks, motorcycles, planes, and trains, as well as die-cast vehicle playsets. The Marvel collection is scheduled to launch late in the second quarter of 2010 and will be available at mass market, collector, specialty, and toy stores. Maisto’s Marvel Universe 1:64, Green Goblin

PBS KIDS PARTNERS

WITH

HAPPY KID TOY GROUP

PBS KIDS has signed Happy Kid Toy Group, Ltd. as its master toy licensee to launch a new educational line for preschoolers. The new toys, being developed as part of the multi-year licensing agreement, will debut in 2011, and will be sold by a range of retailers including toy specialty, catalogue, internet, department stores, and all major mass retailers. Each PBS KIDS item will be packaged with information on the importance of child-driven play and ideas for parent or caregiver interaction. PBS will invest the revenue earned from the new deal into the creation of the next generation of educational content for children. Dawn Ciccone, PBS senior director for licensing, will lead the project, reporting to Lesli Rotenberg, PBS senior vice president for children’s media.

Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Book’s Toy Report. Just send an email to subscribe@adventurepub.com. Add jbreyer@toybook.com to your address book to ensure delivery. For up-to-the-minute news, follow The Toy Book on Twitter: twitter.com/toybook, and be our friend on Facebook: facebook.com/toybook1. Visit The Toy Book’s new blog at www.toybook.com.

MARCH/APRIL 2010

SAKAR SECURES BATMAN LICENSE Warner Bros. Consumer Products (WBCP) has awarded a license to Sakar International to produce a diverse range of youth electronics merchandise under the Batman brand, based on the DC Comics character. Products will range from digital cameras to walkie talkies and gaming accessories. The first items developed under the license are expected to be released for the 2010 back-to-school season. The products will range from $9.99 to $24.99. This is the second collaboration between Sakar and WBCP; in 2008 the company created products based on the live-action film, Speed Racer.

TECHNO SOURCE SIGNS DEAL

FOR

BAKUGAN GAMES

Techno Source has signed a licensing agreement to create electronic handheld games based on Bakugan, the boy brand from Nelvana Enterprises and Spin Master Ltd. The games, which include an assortment of basic and premium trackball electronic LCD games, will be available for purchase at mass-market retailers this fall.

K’NEX, BANDAI SIGN

ON FOR

ROARY TOYS

K’NEX Brands has signed a licensing deal with Chapman Entertainment and HIT Entertainment to manufacture and market a line of construction toys based on the Sprout series, Roary the Racing Car. K’NEX will produce Roary building sets, including builable figures and buildable vehicles. The sets will be available at mass retailers in the U.S. and Canada in fall 2011. In February, Bandai America inked a deal with Chapman and HIT to become the U.S. master toy licensee for the Roary property. The new toy line will be available exclusively at Toys “R” Us stores starting this fall. Bandai America will offer a full line of Roary toy products for kids ages 3 and older in categories such as die-cast, push-along and friction cars, remote control vehicles, playsets, and more. The die-cast vehicles, friction cars, and remote controlled Roary will be packaged with a special episode of Roary the Racing Car on DVD.

MARCH/APRIL 2010

ALEXANDER DOLL ACQUIRES MIDDLETON DOLL Alexander Doll Company has purchased the Middleton Doll Company. The purchase was made official on March 11. The Middleton Doll facility was not acquired as part of the business asset purchase and its future is yet to be determined. Robert Porell, CEO of Middleton Doll, has stated in reports that there is a possibility the doll shop and former factory in Belpre will be purchased by Alexander Doll Co. If this occurs, the Lee Middleton Doll store will remain open and Alexander Doll Co. shipping operations could move there. The building has been up for sale since last fall. Middleton Doll production was moved to China in 2004.

WHAM-O MERGES

WITH

SPRIG TOYS

WHAM-O, Inc. has merged with Sprig Toys, Inc., and the two have created a new line of battery-free, kid-powered preschool products under the new WHAM-O Jr. brand. WHAM-O will now have access to Sprig’s reclaimed wood and recycled plastic material, Sprigwood. In addition to Sprig’s products, such as the Eco-Trucks Dump Truck and the Dino Adventure Rig, the WHAM-O Jr. line will include WHAM-O’s inflatables and outdoor play products.

TIA ELECTS NEW BOARD Eight new members were elected to the Toy Industry Association (TIA) Board of Directors at the Association’s Annual Business Meeting during Toy Fair New York. Retiring Board Chairman Al Verrecchia, CEO of Hasbro, passed the gavel to Mattel International President Bryan Stockton, who will take over as chairman for a one-year term. Stockton had previously served as vice chairman. Soren Torp Laursen, president, LEGO Systems, will return to the board and assume the role of vice chairman. The other newly named board members include Andrea Barthello, ThinkFun, Inc.; William Beebe, Hoogaloo Toys; David Hargreaves, Hasbro, Inc.; Sam Harwell, Big Time Toys, LLC; Shirley Price, Funrise Toy Corporation; Chuck Scothon, Mattel, Inc.; and Robert Wann, Patch Products, Inc. The new board members will serve a two-year term starting this month. ■

MARCH/APRIL 2010

Marketing

Memo

The Toy Inventor: The Goose That Lays the Golden Egg

by Nancy Zwiers

nnovation is the life blood of our industry. Companies that innovate grow and those that do not, shrink or die. And yet innovation is a high-risk business. It’s fraught with blind alleys and dead ends. It’s a roller coaster with ups and downs, with successes often counter-balanced by the disappointment of failed dreams. We in the toy industry are lucky to have a group of talented and committed people who help temper the risk associated with innovation. And while the risk of launching something truly new and unique will never completely disappear, this group bears the substantial risk associated with the creation, design, and development of innovative product—I’m talking about the inventor community. Our industry is one of the few that has a dedicated community of inventors who focus tremendous energy, talent, and resources towards creating a constant stream of newness. A few inventors are stunningly successful, lucky enough to have a royalty revenue stream flowing for years from one big hit—think Cabbage Patch Kids, Polly Pocket, Aquadoodle, or meteoric brands like Furby and Bakugan. Most inventors, however, work hard to keep the royalty revenue flowing on a regular basis, and over the long haul manage to make a decent living—and have a lot of fun doing it, mind you. But make no mistake—toy inventing is no easy street. Many freelance designers have tried their hand at inventing, attracted by the possibility of a huge upside. But, after a few disappointing attempts, they have been forced to throw in the towel and go back to work-forhire engagements. Both the importance and the difficulty of toy inventing make it imperative for manufacturers to place the proper value on inventions—in the form of royalties. When viewed in isolation, a 5 percent royalty might seem like a big expense, but it really isn’t. It is likely that the inventor will

THE TOY BOOK

toil on upwards of 100 concepts for every one that hits. If that inventor makes $500,000 in royalties on that one hit, the compensation works out to be $5,000 per concept—not that astronomical, is it? As much as manufacturers need the inventor community to bear the risk of innovation, they also need inventors’ creative inspiration. That creative inspiration comes from having the time and space to proactively search out stimulus and allow inspiration to percolate, incubate, and be refined again and again—and let’s face it: that time and space is a luxury most company employees don’t have these days. Truly, licensing outside inventions is an incredibly lowrisk, cost-effective way for a company to generate a constant stream of new, exciting products. One inventor has likened it to a smorgasbord. You can look at all the food on the table, never have to cook any of it yourself, only choose the dishes you want, leave the rest, and only pay for what you take. The “leftovers” are someone else’s problem (by the way, one inventing company claims to have over a thousand unlicensed inventions in inventory—and they are one of the more successful companies). Companies who proactively court inventors achieve equally impressive success—consider Spin Master, which has grown into a powerhouse company by making inventor relations a key competitive advantage. A little over 10 years ago, Spin Master was just a small, albeit aggressive, company. It proactively targeted the inventor community as a rich source of innovative product ideas, licensed liberally

MARCH/APRIL 2010

(i.e. bought a lot of concepts), and thus cultivated its own reputation as an innovation-driven company that retailers can’t do without. If you have not actively pursued outside inventions for your company, perhaps it’s time you did. You may think you can’t compete with a Mattel or Spin Master for strong inventions, but think again. While it’s true that inventors prefer to show their inventions to the biggest companies first, there are plenty of very strong concepts available to show to other, smaller companies that are equally hungry for innovation. How can you make sure you are on the radar screen of the inventors such that you get a chance at their innovative concepts for your product lines?

Some helpful advice: 1. Make sure you proactively reach out and introduce yourself (contact Funosophy, Inc. to get a free list of select inventor companies). 2. Be prepared to share your business goals and strategies, and a corresponding wish list for innovation. 3. Invite inventors to your show room and be accessible at key trade shows, such as Toy Fair and Fall Toy Preview, where most inventors present their concepts. 4. Don’t expect invention submissions to be patented; this is a luxury that most inventors do not pursue regularly. But do consider the concepts to be confidential and proprietary. Build trust! 5. Create a written paper trail for submissions. Document the official status of the submission in duplicate and give one copy to the inventor for his or her records. 6. Communicate clearly and immediately if an idea is not new to you. 7. Provide a definitive response as quickly as possible: a. “yes” often equals an option, where you pay a monthly amount to hold onto the concept for due diligence ($5,000/month); b. “do more work in x area” (only if you’re serious); and c. “no” when you do not have a serious interest. Important note: If the answer is likely no, the quicker the “no,” the better! 8. Track and return samples in excellent condition. 9. License inventions—that is the only way you will

MARCH/APRIL 2010

access the best inventions in the future. If you never buy from anyone, inventors will lose interest in presenting to you. Companies who do license concepts should make sure the inventor community knows about it for this reason. 10. Establish relationships with your key stable of inventors. You will get their best work and will have a lot of fun getting to know them better—inventors are the people in our industry who haven’t forgotten how to play! While every deal is unique, there are some wellestablished deal term conventions in the industry that will help you know what to expect: • Options (where you pay the inventor to take the idea off the table and agree not to show it to anyone else) range upwards of $5,000 per month. This is often a precursor to a deal, to give you time to do your due diligence before Get committing. into action for innovation. Inventors need more • and Royalty typically product 5 percentlines if thethat invenclients you rates need are innovative will tion launches newthe brand and 3 percent if it is applied excite the buyeraand consumer. Through your patronto an established brand. age, you will continue to nurture our dedicated inventor • If you have a geese shared royalty forof community—they are the that lay thesituation, golden eggs instance there areindustry. two inventors, then ■Get expectinto to pay each innovation for our action for 3 percent, Inventors for a totalneed royalty load of 6 percent. innovation. more clients and you need innoAdvances anywhere fromthe 10-25 percent of provative• product linesofthat will excite buyer and the conjected Through first-yearyour royalties are typical. Terms are typically sumer. patronage, you will continue to nurfor our the dedicated life of theinventor productcommunity—they and guarantees are beyond the ture the geese advance are not customary. that lay the golden eggs of innovation for our industry. • Many inventors will agree to help you develop the ■ concept at cost. Get into action for innovation. Inventors need more clients and you need innovative product lines that will excite the buyer and the consumer. Through your patronage, you will continue to nurture our dedicated inventor community—they are the geese that lay the golden eggs of innovation for our industry. ■

Contact Funosophy, Inc. to get a free list of select inventor companies. Nancy Zwiers is CEO of Funosophy, Inc., a leading consulting firm and girls’ brand invention firm. For more information on inventing company contact information and/or Funosophy’s collaborative invention services, call (562) 4365251 or email nancy@funosophy.com.

THE TOY BOOK

Property Profile Licensor: Disney Consumer Products Characters: Andy Davis, Bullseye, Buttercup, Buzz Lightyear, Dolly, Hamm, Jessie, Ken, Lots-O’-Huggin’ Bear, Peas-in-a-Pod, Mr. & Mrs. Potato Head, Mr. Pricklepants, Rex, Sarge, Slinky Dog, Sparks, Squeeze Toy Aliens, Stretch, Trixie, Twitch, Woody, and more

Toy Story 3 hits theaters June 18, 2010. “Toy Story is the only franchise that brings together the best in classic evergreen toys such as Barbie, Chatter Phone, and Mr. Potato Head, and combines them with the creativity and storytelling behind new Toy Story characters that have gone on to become classic toys in their own right, including Woody, Buzz Lightyear, and Jessie. Kids are in for a treat as the new Toy Story 3 toy line is loaded with features such as sound effects, lights, and movement sensors, and collectors will not be disappointed as the assortment of definitive action figures continues to grow.” —Vince Klaseus, senior vice president of global toys, Disney Consumer Products

Did you know. . . — Lots-O’-Huggin’ Bear, a new character that will premiere in Toy Story 3, has been an idea of John Lasseter’s (chief creative officer, Pixar and Disney Animation Studios) since the very first Toy Story.

—The name Buzz Lightyear comes from Buzz Aldrin (the second man to walk on the moon) and the space term “light year,” which is the amount of distance that a beam of light travels within a year. — Buzz Lightyear’s accent colors are lime green and purple because John Lasseter’s favorite color is lime green, and his wife Nancy’s favorite color is purple. — All of the new Toy Story toys are packaged exactly how the character Andy would have bought them in the store.

The Voice Reaching Both Trade and Consumers

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

Cardinal Industries

Hasbro

Cardinal’s Toy Story 3 Game Tub is a space ship-shaped tub that opens to reveal six Toy Story games: Checkers, Tic Tac Toe, Bingo, Dominoes, and two card games. Each game features a Toy Story twist.

The Mr. Potato Head Toy Story 3 Woody’s Tater Round Up is dressed like Woody from the Toy Story movies. This Mr. Potato Head character features a cowboy hat, vest, boots, and a belt.

Thinkway Toys Blast Off Buzz Lightyear features rocket lights and blast off sound effects. Kids can push his various buttons to go on rescue missions, hear additional phrases, and trigger light and laser sound effects. He also features pop-out wings. Buzz is 12 inches tall. Playtime Sheriff Woody comes with his own interactive cowboy hat. Pull the string on his back to hear Woody talk. He knows if you remove the hat from his head and reacts. Place his hat back and he’ll thank you. Woody is 16 inches tall.

LEGO With LEGO’s Toy Story 3 Western Train, Rex is trapped in a boxcar packed with dynamite! Builders help Woody, Buzz Lightyear, and Jessie fight their way into the train and get everyone off safely. The set includes a Bullseye figure.

ToyQuest The 3D Infinity and Beyond Water Slide features an 18 foot slide that goes through an inflatable tunnel displaying 3-D graphics. The slide includes a sprinkler rail for an extra slippery ride. 3-D aqua goggles are included.

JAKKS Pacific With the Toy Story 3 Erasable Activity Table Set from JAKKS’ Kids Only! division, kids can draw with friends, do homework, play games, and more. It features a large erasable surface, two padded chairs, and dry erase markers with attached erasers.

THE TOY BOOK

MARCH/APRIL 2010

Techno Source

Digital Blue

Use Buzz’s Blaster to help Buzz defeat the evil Emperor Zurg before he takes over the galaxy. Dodge Zurg’s ion blasts, get him in your sights, and take him down to become the hero of Star Command. The Blaster features tilt action reload technology; tilt the blaster to recharge Buzz’s laser when you run out of power. Includes multiple challenging levels, a full-color LCD screen, sound control, and real movie sounds.

Digital Blue offers the Buzz Lightyear and Alien Digital Cameras. Kids can carry their favorite Toy Story character with them and capture fun action photos on the go. This digital camera is shaped just like Buzz Lightyear or Alien and holds up to 40 photos. Disney Pix Software allows kids to edit their photos.

Mattel Spin Master Spin Master’s Toy Story 3 PixOs allow kids to make their own Buzz Lightyear, and his wings really move. The box turns into Andy’s bedroom, which kids can decorate with their favorite characters, including plastic soldiers, a Squeeze Toy Alien, and Hamm.

Once kids slip into the backpack-styled Deluxe Action Wing Pack, they push a button on the chest plate and the wings pop out, the wingtips light up, and Buzz starts speaking his signature phrases. When tipped horizontally, the Wing Pack’s sensors know kids are “flying” and make corresponding flight sounds. When coming in for a landing, just push a button and the wings contract for a perfect “touch down.”

Wild Planet In Woody’s Run-Around Roundup, Woody (atop his horse Bullseye) is the electronic handheld tagger in the game and his Toy Story co-stars Buzz Lightyear, Jessie, Hamm, and Rex are targets. Players listen for Woody to call out clues about different characters, then run to and tag the corresponding targets. There is a microchip embedded in the tagger that uses Radio Frequency Identification (RFID) to recognize the targets. When Woody is placed over the correct character, the circuit is complete and players advance. If players tag an incorrect target, Woody will repeat the call-out and encourage them to try again.

MARCH/APRIL 2010

MEGA Brands With MEGA’s Toy Story 3 Puzzle in a Tin, each 150-piece puzzle comes in a uniquely shaped tin that makes storage a breeze. There are two titles to choose from.

THE TOY BOOK

QUESTIONS WITH

1. Silverlit has seen worldwide success in the flying R/C segment. How will you now be expanding with your own brands in the U.S.? Many buyers and consumers don’t know the Silverlit name, but they have already experienced our product. Our success in the flying R/C segment is represented in the U.S. by Spin Master’s Air Hogs line. Spin Master saw our Picco Z Helicopter in 2006 and knew that our performance and quality far exceeded what they had seen anywhere else. While they distributed it as the Havoc Heli in North America, we sold the Picco Z everywhere else in the world under the Silverlit brand. To date, we’ve shipped more than 25 million units, all manufactured in our own facility. We have had our own branded presence in the U.S. for many years, but in 2009 we saw some opportunities to allow us an expansion with a strong branded and marketed approach under our own name.

How is Silverlit expanding its offerings through licensing? Becoming the worldwide licensee for Marvel R/C was one of the big steps we took in 2009. We now have a way to capitalize on our R/C expertise and expand in the market, supporting blockbuster films like Iron Man 2 in 2010 and Captain America in 2011. We

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Rick Ruskin, vice president, marketing, U.S. are also developing a great line of core Spider-Man items as we look forward to the release of Spider-Man 4 in 2012. This is a great long-term program for Silverlit—creating vehicles and new play for these incredible characters and developing superheroes built for speed.

Why is innovation so important in the R/C category? Like many categories, R/C is founded on feature and performance. When we developed the Picco Z, the world’s smallest R/C helicopter, our innovation was reflected in everything from the incredible aerodynamics to the battery weight with a great lifespan. These innovations allowed us to do something in the toy category that hadn’t been done to date. Even our standard R/C vehicles build on innovative programming that delivers digital proportional steering and speed. What that means for the consumer is that the speed and steering are as real as it gets, as opposed to just full speed on/off or full left/right. The controls allow for infinite increments of speed and steering.

Silverlit is entering the preschool category with a new line. What prompted this decision?

Another opportunity for us was the acquisition of the Ouaps (pronounced “oo-ahps”) brand that was developed and marketed in Europe. It fit well with our core competency and their innovative product was really fresh compared to the competition. Based on consistent preschool category performance, we knew that a unique line could be a success in the U.S. The lead item is Hide-and-Seek Jojo, an interactive bunny that plays hide and seek with a child, independently moving around the room, while the child hides with Jojo’s Magic Carrot. In the future, the Ouaps brand will be our platform for other great offerings.

Tell me about your marketing plans as you expand the Silverlit brand name. Branding and marketing is the key to our future in the U.S. We have a significant plan for fall to launch our Jojo line with PR, TV, print, and online advertising. This same strategic approach will be applied to all future aspects of product, packaging, and marketing communications. Our branding and marketing will start by focusing on the individual products and brands. Ultimately it will build the Silverlit name as a company that is powered by innovation, quality, and great play—which is what we know all consumers expect. ■

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Racing To Innovate continued from cover “Our company took the stand that we were going to put our money where our mouth is,” he says. “We were going to be first on the block to go back to the 1990s, when the old Tyco and the old Nikko were really driving the R/C business, and bring back a lot of the exciting features that were associated with the product.” And it was a perfect opportunity for the company. With the combination of product shortages stemming from last year and Nikko exiting the U.S. market this year, Carrera saw a void in the market and decided to fill it. In 2010, Carrera will debut 18 different SKUs, including Agent Black, an off-road truck that features a water gun assault, and Green Cobra, a 1:20 scale R/C in a traditional hopper design. Carrera’s new line will lean towards traditional (think hoppers, off-road trucks, a helicopter, and a boat) from 1:20 to 1:10 scale, featuring the company’s main goal of functionality. “Our intention is to create a premium product that really delivers on performance,” Gershowitz says. “One of the things we have recognized is that there’s been a ‘dumbing down’ of the category. In an effort to drive retail price points down, manufacturers have been forced to take out quality, performance, and features, and in essence, cheapen products.” Ian Chisholm, director of marketing and communications at Interactive Toy Concepts, shares the same sentiment. He acknowledges that the R/C category has been stagnant for the past few years, but assures that unique and novel products will be hitting store shelves. “This will be the year to see companies taking risks with innovative products,” he says. “I think customers have become too sophisticated, even at a young age, to be fooled by a change in color or a different body. They know it’s the same toy. There will be variations of flying objects, water objects, and driving and ground vehicles.” Just by scanning Toy Fair, variation in the R/C category is clear. From Wild Planet’s Spy Video TRAKKR, which features downloadable applications, to Hasbro’s doublesided stunt car––the Ricochet––that transforms into a monster truck, the R/C category is expanding outside of the traditional forward-and-backward moving car. Interactive Toy Concepts has premiered a line of prod-

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ucts that changes how players control an R/C. With the company’s Virtual Radio Control line, players can steer the toy like they would a real helicopter; tilt the VRC joystick to the left, right, forward, or backward, and the helicopter flies in that direction. “We don’t have any interest in making generic products,” says Chisholm. “Everything needs to have a ‘wow’ factor for us to really get behind it. We want to amaze ourselves. If it doesn’t pass internal testing in play value, we don’t want to follow through with it.” ITC is also expanding its Duck Hunter product into an entire line. Duck Hunter Extreme is a two-player version of the original remote control hunting product. One player takes control of the blaster while the other takes control of the duck–––then the hunt in the sky begins. Additionally, the company is re-inventing the way users can charge its products. Instead of using a rechargeable battery, new products can be charged via a USB cable connected to a computer, with the same charge time and flight time. Carrera is also marketing a new charging system. Its “out of the box, ready to run” R/Cs will use a lithium ion battery pack and charger system. “In the current market, just about every out of the box product requires about a sixto 12-hour charge, and you are lucky if you get 15 minutes of running time,” says Gershowitz. “Our R/C system, with these lithium ion battery packs, has a one hour charge time for a one hour run time.” Being a veteran vehicle company, Carrera knows what its customers want: interesting, sturdy, and fast (its R/Cs will have a real speed up to 20 mph). “The fact that we have experience in the vehicle category with slot car racing gives us a good knowledge of the market,” he says. “It gives Carrera a presence as a vehicle company. We can supply electric slot car and radio control products. I don’t believe anyone who plays with a Carrera R/C car will be left disappointed.” ■

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Maisto’s Rock Crawler has articulated front and rear axles, keeping the tires steady on rougher terrains. The Tri-channel feature allows up to three players to race at the same time, and the truck features three motors: two for power and one for steering.

Rock Crawler

Racers can experience real drifting action with Maisto’s Monster Drift, a 1:24 scale R/C car. All four wheels on the vehicle can slide; this is the type of racing where style trumps speed. The seven-inch Monster Drift is available in two styles: the Lakyra in red and yellow and the Sideway in black and orange.

Venom’s Black Hawk features counter rotating blades and a two-channel infrared remote, allowing users to control the heli and land it in the smallest spaces. The counter rotating blade design gives the helicopter better stability and control for indoor flying. Other features include a scaled and detailed fuselage, a rechargeable Li-poly battery pack, the ability to charge the Black Hawk from the transmitter, and a bright multi-color LED flashing light.

Hasbro’s Tonka Garage Ricochet R/C is a double-sided stunt vehicle that can flip and keep going, mastering any terrain. Kids can push a button to activate the Ricochet’s monster suspension technology, which lifts and transforms the vehicle into a monster truck. The R/C comes with a three-channel remote for steering control, a 9.6-volt battery charger, one 9.6-volt battery, and one 9-volt battery.

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Monster Drift, Lakyra

Wild Planet is set to release its most advanced spy vehicle ever, the Spy Video TRAKR. The TRAKR digitally transmits color video, audio, and data, and allows kids to create and share custom apps online for free. Once the new programs are created, kids can post them on a designated website so others can access, download, or modify them at no cost. The R/C comes with three pre-loaded applications, including night vision. Kids can drive their TRAKR in total darkness, yet see everything in the vehicle’s path on the color screen located on the remote. Apps can vary, including a motion alarm (park the vehicle in front of a doorway and watch it wail as a siren when someone enters the room), or the vehicle can take a picture of the person crossing a threshold, call out “you’ve been busted,” and then squeal its tires as it automatically navigates its way back to the driver.

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Helizone's Firebird R/C, from RC Toy House, has a metal alloy frame and skids for hard landings, and a built-in gyroscope system that allows the helicopter to fly forward and backward, as well as left, right, up, and down. The Firebird can fly as high as 30 feet in the air and has a 45-foot flying range. The rechargeable Li-poly battery charges for approximately 25-30 minutes, for a flight time of approximately 8-10 minutes. Included with the helicopter is a threechannel transmitter, a USB charger, and a bonus tail blade.

The 1:10 Scale 2009 Dodge Challenger, by Maya Group, features a totally enclosed undercarriage chassis and a heavy gauge PVC body. The fully functional vehicle can speed forward, backwards, left, right, and stop, with four wheel coil springs. The R/C also features illuminated head and tail lights, tri-band frequency, and includes a 9.6-volt battery.

Mattel introduces Hot Wheels R/C Stealth Rides, super small but mighty and fully functional R/C vehicles. The Stealth Rides fold flat enough to fit into a carrying case that is no bigger than a cell phone. When out of the case, after pressing a button, the compact vehicle transforms into a speedy 3-D ride. The case doubles as the remote control for racing. The line will include the Batman Tumbler and The Dark Knight Batmobile, as well as a tank assortment made for gripping and climbing.

By using Spin Master’s patented “tail lock” stabilizing technology, kids can rev up their Sharpshooter, pinpoint a target, and fire away. The new Air Hogs R/C is an indoor missile-firing helicopter that has two onboard missiles, which launch remotely. With two frequencies to choose from, kids can battle with friends simultaneously, fly tandem missions, or engage in individual firing sessions with chosen targets. Six missiles, three targets, a controller/charger, and instruction guide are included.

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Toddlers can get in on the racing fun with Chicco’s Ducati 1198 R/C, a miniature motorcycle that uses a motion-sensitive remote. Shaped just like a handlebar, kids can tip the Ducati 1198 remote and watch the motorcycle turn right; tip the handlebar to the left and the bike turns left. The motion sensitivity helps toddlers develop and improve eye-hand coordination skills, and the bike includes realistic horn and engine sounds.

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Iron Man 2 Whip-it Racer, War Machine

VRC Laser Battling Helicopters, by Interactive Toy Concepts, feature Virtual Reality Control technology that allows users to simulate the motion of a control column like pilots would in an actual aircraft. Players can pull the trigger to soar, tilt left and right for direction, and tilt down for landings. The indoor helicopters are infrared controlled and allow up to five players to fly, interact, and battle in the air. When four beams are blasted at a helicopter, the hit heli spins safely to the ground, and the last helicopter in the air can be crowned victorious. The battling helicopters can be charged by the company’s new USB charging system.

Silverlit Toys introduces new Iron Man 2 racers. The Iron Man 2 Whip-It Racer is a fullfunction R/C vehicle equipped with Iron Man’s repulsor light and a unique pivot action for tight turns. The Iron Man 2 Turbo Racer is an R/C car with a highly detailed, professional-level transmitter, digital speed, and steering control for high speed turns. The racers are available in Mark VI and War Machine themes.

Carrera’s Agent Black is a 1:14 scale off-roader R/C with xenon front and break lights, and a powerful water cannon that shoots up to six meters. The Ready-to-Run vehicle can hit a top speed of 18 km/hr, has a two-speed mode, plus a button for turbo speed. In addition to the remote’s ergonomic controls, the controller has a removeable joystick, lanyard, and a switch for the vehicle’s R/C Tri-band technology. Agent Black’s charging time is approximately one hour and 20 minutes, for a playing time of up to 40 minutes.

Using innovative robotic biped technology inspired by ’bots at Carnegie Mellon University’s Robotics Institute, Prime-8, by Bossa Nova Robotics, is a fast, powerful gorilla with a strong personality. Responding to loud noises, Prime-8 radically transforms from a friendly, funny “Good Gorilla” to “Gone Bananas!,” beating the floor and roaring at the top of its lungs. As “Guard Gorilla,” Prime-8 protects its owner and defends rooms by firing rubber tipped safety rockets at intruders. In remote control mode, kids can make him run on his arms. Prime-8 can also run on autonomous and programmable modes.

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Worx Toys is debuting a line of R/C toys that give curious children a look inside the vehicles. With adult supervision, kids can peer into the colorful, translucent vehicle body to see how it is made, and then enter a three-digit “shape code” to light up specific parts, honk the horn, rev the engine, or spin the rims. Included with each vehicle is an interactive book that reveals the major parts and the codes that will illuminate the mechanical aspects. Worx Toys are available in Speedster Race Car, Emergency Alert Ambulance, Cyclone Police Helicopter, and Inferno Fire Truck. Speedster Race Car

Cobra Toys’ new Elite Series Metal Mini Helicopters are miniature three-channel helicopters that can be charged by connecting to the battery power on the remote controller or by USB connection to any computer. The Gyroscopic control chip maximizes stability during flight for easy use by beginners or the more experienced. The Elite Series Metal Mini Helicopters are also available without the Gyroscopic control chip.

The Ford Shelby GT500 Super Snake, by Autotech, is a 1:18 scale R/C model of Ford and automotive driver Carroll Shelby’s specialized Mustang. The real Super Snake may terrify the streets around you––but is street legal––sporting a 600 horsepower engine model that can be optioned up to 725 horsepower. The scaled model features the details of the real SuperSnake, is fully functional, and is available in yellow and black or red and black.

No terrain is too tough and no obstacle is too big for Learning Curve’s Radio Controlled John Deere ‘Monster Treads’ Gator. Designed in the unique John Deere style, the R/C is fully functional and features all-terrain tires and fast off-road speed. The Gator includes a 9.6-volt rechargeable battery with a charger.

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Spotlight On: The Construction Toy Aisle by Lutz Muller

he construction toy category was a positive standout in the past six years of U.S. toy sales. According to The NPD Group, sell-through numbers developed as follows:

They practically doubled sales between 2003 and 2007. MEGA acquired the Magnetix business when they bought Rose Art on June 15, 2005, but faced two recalls of Magnetix between March 2006 and April 2007 and sales began to fall as a result. In early 2009, Disney 2003 2004 2005 2006 2007 2008 2009 Growth 2003-2009 granted its license to LEGO, discontinuing its 1380 1300 1500 1400 1500 1500 1600 Action Figures +15.9% partnership with MEGA. However, it now looks Arts & Crafts +5.7% 2650 2600 2600 2700 2600 2600 2800 Building Sets +89.1% 581.5 604.9 695.8 684.8 699.5 878.5 1100 as though things are stabilizing. Their recent Dolls -9.0% 2900 2800 3200 3100 3000 2700 2600 Chapter 15 filing was widely misunderstood. It Games/Puzzles -11.1% 2700 2700 2500 2400 2300 2300 2400 simply allows them to recapitalize their compaInfant/Preschool -3.2% 3100 3100 3300 3400 3200 3000 3000 ny without interference from U.S. entities. It is -9.2% Youth Electronics 848.7 895.5 861.9 1000 1000 917 765.2 my understanding that banks and debenture Outdoor/Sports -12.7% 2980 2900 2900 2900 2900 2700 2600 holders took a haircut but that vendors, Plush -11.8% 1700 1600 1400 1400 1400 1700 1500 employees, and customers are not affected by Vehicles -21.1% 2280 2100 2100 2100 2300 1900 1800 All Other Toys -33.3% 2100 2300 1600 1600 1400 1300 1400 this. In other words, they are trying to put their Total -7.1% 23220.2 22900.4 22657.7 22684.8 22299.5 21495.5 21565.2 house in order. The company’s success is now This article will examine why the category did so well in the lap of the consumers—the same consumers who have and how the various contestants fared within it. over the past seven years backed the construction toy cateWe have the actual sales figures of the two largest com- gory to an unprecedented degree. panies in the Construction Toy segment—LEGO and MEGA I spoke with buyers at the large retailers and they all Brands. I plotted their worldwide sales back to 2003. Note seem to attribute the success of the category to three that MEGA’s numbers do not include their stationery or things: their activity kit business, only their toy business. The first and most important is that the products of the category leader, LEGO, are considered to be very safe toys— LEGO vs. MEGA a reputation established between 2006 and 2008 when the industry was rocked by a host of recalls by the largest and most reputable toy companies while LEGO remained without blemish. The second is that the category provides a variety of toy experiences at a number of different price levels. The third, and possibly the most important, is that the category, probably more than any others, effectively refreshes itself every year, partly with new product concepts and partly because of tie-ins with the leading movie licenses. One buyer For a while it looked as though MEGA was going to put it most succinctly. He said that the construction category overtake LEGO, at least in the United States and Canada. grew totally because of LEGO. Had it not been for LEGO’s

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efforts, the category would have languished like all the others. This assertion is confirmed when looking at the website traffic of the major contenders in the category. This is how their respective web traffic numbers look: Unique Visitors/ Month

Growth Visitors Y/Y %

Visits/ Month

Growth Visits Y/Y %

Visits/ Unique Visitor

LEGO

2,106,869

10.59

6,939,558

19.18

3.29

KĘźNEX

67,032

(25.06)

115,560

(16.56)

1.72

MEGA Brands

48,542

(31.85)

88,610

(28.63)

1.82

Best-Lock

2.336

61.44

4,132

158.57

1.77

Meccano

1,588

(69.25)

2,911

(65.54)

1.83

Company

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A similar picture of LEGOâ&#x20AC;&#x2122;s dominance emerges when you look at the blogosphere, which measures consumer conversations:

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It is also instructive to look at the consumer profile of the five brands as per consumer profiles taken from Microsoft Ad Lab:

Shelf Space LEGO MEGA Brands KʼNEX Best-Lock Lincoln Logs Erector Tinker Toy Trio Total

8/1/09 588 171 36 8 21 24 24 25 897

3/12/10 805 214 88 20 17 0 3 50 1197

Category

U.S. %

LEGO %

KʼNEX %

MEGA Brands %

BestLock %

Meccano %

Male

49.05

Female

50.95

< 18 years

9.8

7.43

6.45

18.65

19.07

16.55

18-24 years

26.8

12.64

9.68

20.19

19.09

17.54

This is how the category was represented on end caps and aisle caps at the three majors over the last three years:

25-34 years

27.20

27.34

25.81

24.11

22.95

26.71

Construction Toys End Caps

35-49 years

39.83

54.85

19.28

15.18

19.75

> 50 years

13.2

12.75

3.23

17.78

23.72

19.46

LEGO is predominantly female and predominantly middle-aged—in short, mothers! MEGA and Best-Lock are very similar with their emphasis on the two extremes on the age chart. All are predominantly female-oriented except for K’NEX, with its male bias. In all this, I have ignored one potentially significant new entrant, Fisher-Price’s Trio. Trio was showcased at the 2009 Toy Fair and had pretty much full distribution at the majors a few months thereafter. Since then, things have become extremely quiet around the brand. Mattel did not make any mention of it in their fourth-quarter earnings call, which they would have if the product had been a promising and significant new item. Trio is still in all three majors, but one of the buyers told me that they would not have kept the product were it not for the fact that FisherPrice was behind it. On Amazon.com, no Trio item is listed among the top 100 best-sellers; however, MEGA has one product [No. 39] and K’NEX also has one [No, 75]. LEGO, in contrast, has 74 products in the top 100. In terms of shelf space, this is how the brands stacked up in the beginning of August 2009 compared to the middle of March 2010, measured in feet:

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LEGO not only has a hammerlock on shelf space, the brand is also totally dominating the end cap space at the majors. MEGA is clearly the second brand in both aspects, but its end cap/aisle cap presence is more seasonally oriented rather than year-round. The other brands are more narrowly distributed. This is how the distribution stakes look:

Product

Walmart

Target

Toys “R” Us

LEGO

Yes

MEGA

Yes

KʼNEX

Yes

Best-Lock

Yes

Trio

Yes

Meccano

Yes

Playmobil

Yes

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The variety of price levels was given by one buyer as a reason why the category does so well. Given the vast array of products offered by the participants in this field, it is difficult to accurately quantify this. However, as an overall statement, we have two groups—the premium-priced segment in which LEGO, Trio, Meccano, and MEGA find themselves, and the economy segment catered to by BestLock and K’NEX at prices that are a fraction of the premium segment. However, the overall sentiment is that the movie-backed licenses are the major drivers for the category. Looking at the upcoming movie lineup, it seems rather obvious that LEGO will continue to dominate the field. MEGA has the license for a leading “boy” movie—Iron Man 2—for 2010 and also obtained two more licenses recently, Halo Wars and Thomas & Friends (note that LEGO held the Thomas &

Friends license as recently as 2008). Thomas & Friends could be a good license, given MEGA Brands’ relatively large percentage of very young consumers. We will need to see whether it will be able to stand up against the onslaught of LEGO products allied to Disney and DreamWorks movies featured over the next two years that are catering to the same age group. ■

Since 2002, Lutz Muller has provided competitive intelligence on the toy and video game market both in the U.S. and internationally to manufacturers and financial institutions. He gets his information from his retailer panels, from big-box buyers both in the U.S. and abroad, and his many friends in the industry. Read more on his website at www.klosterstrading.com.

The Erector Xtreme Power Motor 4x4, from Meccano, allows kids to build even faster. For ages 7 and up, this set comes with 100 parts, a sixvolt motor, tools, and instructions to build three different models. The Erector Multimodel 25 Model Set is for ages 8 and up. It comes with 250 parts, tools, and instructions, plus a three-volt motor, steering, and suspension.

The LEGO CITY ZipBin from Neat-Oh! unzips to a flat mat that features a wipe-clean surface. When kids are done building, the toys zip back inside, ready for storage or transport. All Neat-Oh! products and their packaging are eco-friendly.

Capriola Corporation introduces Laser Pegs. This three-in-one, 72-piece kit allows kids to build the Dune Buggy (shown), Mini Monster Bug, and Tractor, or create any abstract model that comes to mind. Kids can even play in the dark as they light up their creation.

Aspiring architects can design and construct LEGOâ&#x20AC;&#x2122;s Apple Tree House, complete with working mail box, satellite dish, gutters, basketball hoop, and more. This three-in-one model comes with instructions to build and rebuild, from a classic family house to a townhouse to a treehouse. Instructions for a fourth build can be found online.

MEGA Brands introduces Dragons Universe. The classic warrior versus dragon style of play has grown up and moved into a world filled with new technology and weapons. The Ultimate Action Dragon Destroyer buildable set includes once Alliance Captain and two Generals with shields and weapons, as well as two exclusive Dragons with buildable, removable weapons and a Power Core in the chest. Blackheart, a Predavor Dragon, comes with a Power Core in the chest and a large storage egg made from the meteor they used to travel through space.

Prepare to defend the Great Dragon Castle, from Playmobil. The set includes four figures dressed in armor, a red dragon, and a working ballista. It comes with a beacon that lights and a dungeon that opens. It also comes with a Red Dragon Badge for the child to wear.

ImagAbility’s Weebabu WEDGiTS are made from all natural rubber, not synthetic foam. WEDGiTS are building block toys that resemble square donuts and diamonds with angled edges. The five primary pieces of the WEDGiTS toy are graduated in size, so the blocks nest together and stack into the shape of a pyramid.

The K’NEX Thrill Rides FireStorm Ferris Wheel includes more than 525 K’NEX pieces, including gears, a motor, and a light strip with six pre-programmed light routines. Builders ages 9 and up can follow the color-coded instructions, then switch the light strip and motor on and watch the model light up. As the Ferris Wheel spins, the light strip quickly moves in the opposite direction, creating an exciting visual effect.

more construction toys can be found on page S12

From Rags to Riches: Tatty Teddy Heads to the U.S. by Bryan Joiner

ift shops are some of the most vibrant, stimulating places on Earth. The colors of the rainbow dance erratically around shelves, each product slathered in neons or pastels with a twofold goal: to get your attention, so you can get someone else’s attention with an exquisitely chosen gift item. Viewed from afar, the shelves look like an impressionist painting of nothing; from up close, you can, and will be forced to, get sucked in by the plush fad du jour or the cleverest Twitterlength turn of a phrase. It is a place where everything is designed to stand out, and nothing does. So let’s leave the visual cacophony for a second and move back, and back in time, far away from the birthday card and plush aisles and instead to a small studio in 1995, where Stephen Haines is tinkering with the design of the 8-year-old star of his From Me to You greeting card line, Tatty Teddy. Tatty is brown with a signature blue nose, but Haines is not satisfied. He’s not sure what he wants, either. So far, this is what has happened: He has taken his bear into retailers, begging for shelf space. The retailers have been suspicious. It’s just another bear. Will it work? They don’t care. Over and over, they ask him a question: “What will you do for us?” It’s not disheartening so much as it’s instructive, at least internally. That’s the exact opposite of how I want my business to run, Haines thinks. I should be asking them what they can do for me. That epiphany leads him quite literally back to the drawing board where Tatty was born in 1987. Serendipitously enough, this particular

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drawing board is being executed in charcoal pencils, a decision that will reverberate around the United Kingdom for the next two decades, and, 15 years later, across the Atlantic. Haines sees a rendering of a gray Tatty with a blue nose, and he calls off the search. He has his bear. What he didn’t have yet was a story: How did the bear become gray? And why the blue nose? “We were being asked all the time,” Haines recounts, so when a little girl walked into a store that Haines was visiting in the historic city of Bath and took her own shot at the question, Haines was prepared with a response. He asked, “Why do you think it’s gray?” “Well,” she said, “I think he’s been out in the cold and that’s why he turned gray. And his nose turned blue because he’s freezing cold as well.” “Am I right?” she asked. Haines, dumbfounded and inspired by the confluence of events, responded, “You’ll never know how close you are.” Recounting the tale now—which has become Tatty’s oft-repeated, legendary birth story—he marvels at his luck and timing. “There’s a very good example of letting your customers develop the story with you.” From that seed, a plant; from that plant, an orchard. Me to You became more than just a character; it became a powerhouse brand, and the reliable, adorable vessel through which people would convey warm thoughts and

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feelings to one another… especially when they had trouble finding their own words. “The British are lousy communicators,” Haines says, tongue only partially in cheek, “and they use Tatty to deliver messages of love and friendship.” From a charcoal drawing to plush, greeting cards, and a TV commercial, Me to You has become a lifestyle brand—and Haines was finally sitting in front of retailers, asking them, “What can you offer me?” As we say in America, mission accomplished. Now Haines has his sights set on North America as the Manifest Destiny of a lifestyle brand that’s unlike anything he sees on American store shelves. Once he convinced UK retailers to stock the gray bear (in itself not an easy task), the storytelling behind the brand took care of the rest. With his sights set on Licensing Show, Haines is bringing this colossal brand here, and he’s patient. This is a longterm project. “It’s not a flash-in-the-pan brand,” Haines says. “We’re not in a rush, and we’re very realistic about the market being very tough. We’ve got to get to the consumers at the right place at the right time. I’d rather do the right business with the right people later on than business now with the wrong people.” Here is where Rob Stone, president of Stone America Licensing, which represents the brand in America, is unable to restrain himself any longer and jumps in. He sees Hello Kitty. He sees Precious Moments. He sees an entire market ready to be captured—one that he’s seen for years. Though eager to find partners, particularly for plush, which will be the core driver of From Me to You in the U.S., he stresses that “this isn’t a rushed program. We don’t want to put decoration cakes into Home Depot because it just doesn’t make sense. It’s about finding the right partner that understands the property, where it comes from, and where it wants to go for the next 15 years.” It’s about three things: The first is patience. The second is confidence. And the third is… well, what American retailers can do for them. It’s a lesson learned the hard way, but one Haines isn’t soon to forget. The gray bear brings no gray areas: It’s good for Me to You, or it’s not. When it is, you’ll know it. It’ll be the item in the gift shop that doesn’t stand out by trying to get your attention; it will stand out by simply being itself. ■

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Plush Jay at Play expands its Animal Planet line with the Wild Eyes Prehistoric Series, Wild Eyes Endangered Series, and Snakes. The Wild Eyes Prehistoric Series includes nine-inch plush of T-Rex, Pteranadon, and Parasaurolphus, which feature light-up eyes and unique sounds. The nine-inch Wild Eyes Endangered Series includes the Snow Leopard, Cheetah, Gorilla, Elephant, Panda, and Macaw, which also feature lifelike sounds and light-up eyes. The Animal Planet 40-inch Snakes (rattle snakes and cobras) slither and move just like the reptiles found in the wild. Animal Planet is viewed in more than 166 countries and is the No.1 media brand when it comes to co-viewing.

Wild Eyes Endangered Series, Blue-Throated Macaw

When the Drip Drops uncovered the very first rainbow at Rainbow Rock, they were given an amazing knowledge of color. Now, the Drip Drops’ mission is to help the world stay bright and beautiful through acts of caring and kindness. TCKL, Inc. releases a nine-inch plush, book, and 1.75-inch collectible figurine package based on the characters. In each story, set in Tint Town, the Drip Drops eagerly explain how our vivid and vibrant world works. The line includes Mango and the Monarch Butterfly, Fuchsia and the Flamingo, Turk and the Tropical Fish, Trudi and the Green Banana, Peri and the Baby Bird, and Rubi and the Maple Tree.

Manhattan Toy introduces Red, the exuberant and athletic addition to the company’s Fraggle Rock Forever Collection, a license from The Jim Henson Company. Red––who sports a yellowish-orange complexion, orange hair, and a red sweater––tends to be highly cynical and sometimes teases her friends. She likes to take the lead like Gobo, so they sometimes butt heads. Other Fraggle Rock characters in the collection include Gobo, Boober, Wembley, and Mokey.

THE TOY BOOK

Commonwealth Toy expands its Nintendogs line with Best in Show. These interactive plush canines, based on the breeds from the Nintendogs game, respond to your touch. After petting the pup, it will bark, pant, cry, wag its tail, and paw. Each puppy comes with a dog collar and official Nintendogs charm. Also new for 2010 will be Bark Back Playful Pups, plush that bark back; and Wave & Play Pups, dogs that bark and shake their heads when waved at.

MARCH/APRIL 2010

Hasbro’s Furreal Friends Gogo, My Walkin’ Pup walks, wags her tail, pants, and barks just like a real puppy. Attach the leash to Gogo and she knows you’re ready to walk her. Girls can steer Gogo by controlling her hot pink leash to make her walk left, right, or straight. Gogo can even walk in circles or do figure eights, and will respond to touch, playfully barking after someone strokes the right or left side of her head.

Sometimes kids want to play with a Chihuahua, sometimes they want a Poodle pal, and sometimes they want both. Switcherooz, by Animal Adventure, allows kids to “make a pup and then switch him up.” Each boxed set includes one dog body and accessories (eyes, ears, snout, etc.) for two dog breeds. Kids can mix and match the dog’s features for tons of mutt combinations. The company’s initial offerings will be Chihuahua/Poodle, Black Lab/Scottie, and Spaniel/Bulldog (above).

Gund celebrates the 30th anniversary of Snuffles, the unique bear shaped like a crescent moon. The 30th Birthday Snuffles features a special 30th birthday commemorative medallion. Birthday Snuffles is available in frosted-tip, caramel plush fur or frosted-tip, chocolate plush fur, and in 10-inch and 15-inch sizes.

Cepia, LLC releases the next generation of Zhu Zhu Pets: Kung Zhu battle hamsters. The Kung Zhu clan is made up of traditional Zhu Zhu Pets who have earned their black belts, transforming the hamsters into Kung Zhu Special Forces or Ninja Warriors, teams that battle one another. The Special Forces team includes the Delta Force duo and the Rangers. The Ninja Warriors feature the Dragon Tribe and the Skull Tribe. Also available are Kung Zhu battle gear, vehicles, and training arenas.

Getting dressed becomes fun with the Learn-To-Dress Fairy Princess & Knight from Vermont Teddy Bear Company. The Floppy Bears help little ones learn how to snap, buckle, tie, button, and zip, while they play. Fairy Princess transforms into Pink Princess by unbuttoning the wings and unsnapping the top skirt. The knight, which features a traditional buckle and overall buckle, can convert from noble gentleman to dark knight with a simple flip of his reversible cape. The bear is handmade, machine washable, and has a lifetime warranty.

more plush can be found on page S6 THE TOY BOOK

MARCH/APRIL 2010

T HE D EFINITIVE I NFORMATION S OURCE

FOR THE

T OY

AND

G IF T M ERCHANT

NEWS NYIGF TO PREMIERE UPSCALE KIDS CATEGORY The New York International Gift Fair (NYIGF) will see some changes implemented in the next few years, including the creation of NYIGF Lifestyle, which will include Baby + Child, a new juried category debuting this summer. Baby + Child will include a comprehensive collection of upscale products for babies, toddlers, and kids through age 10. The range of featured products will include arts & crafts, books, music, toys, games, puzzles, dolls and plush, gear (such as diaper bags, stroller accessories, and feeding accessories), wearables and accessories, layette, bedding accessories, and blankets. NYIGF expects that Baby + Child will feature approximately 200 companies on Level One of the convention center. NYIGF will be held August 14-19 at the Jacob K. Javits Convention Center and Passenger Ship Terminal Piers 92 and 94 in New York City. Information and registration is available online at www.nyigf.com.

BRADFORD EXCHANGE GAINS NEW LICENSE Bradford Exchange, Ltd. has been named as a new U.S. licensee for the Ringling Bros. and Barnum & Bailey brand. CopCorp Licensing has signed Bradford Exchange as a licensee with rights to manufacture and market Ringling Bros. and Barnum & Bailey HO scale trains and accessories. The products will be sold through Bradford’s direct response channels (print media, brochures) as well as the internet via the Bradford Exchange website at www.bradfordexchange.com and its affiliate website, www.collectibletoday.com.

SPECIALTY TOYS & GIFTS

WALTHERS SELLS DARDA, SCHYLLING NAMED DISTRIBUTOR Wm. K. Walthers, Inc. has sold its Darda line of toys to Simm Marketing GMBH, a long-time licensee of the Darda brand in Europe. Darda has been a Walthers brand since 2005. Simm has been offering Darda products in Europe since 1999. After the sale, Schylling Associates, Inc. was named the new U.S. distributor for Darda toys by Wm K. Walthers, Inc. and Simm Marketing GMBH. As part of the transition to new ownership, both Schylling and Walthers representatives took orders for Darda products during Toy Fair. In-stock inventory will ship directly from the Walthers warehouse in Milwaukee. Future releases will ship from Schylling.

MGA LAUNCHES SPECIALTY TOY DIVISION MGA Entertainment has announced plans to enter the world of specialty toy products with the launch of its own specialty division, MGA Entertainment Specialty. The company is currently hiring sales representation groups across the U.S. that will service specialty retailers at store level. MGA Entertainment Specialty will offer a vast assortment of unique toys and gifts derived from its portfolio of brands, including Little Tikes, Moxie Girlz, Zapf, Rescue Pets, and more. Sales industry veteran Terri Maccarrone has been tapped to helm MGA Entertainment Specialty. With a background that includes roles at Small World Toys, Michel & Company, and Applause, Terri is poised to lead the way in widening the scope of retail outlets that carry MGA brands.

HASEGAWA APPOINTS HOBBICO

EXCLUSIVE DISTRIBUTOR

Hobbico, Inc. has been named the exclusive distributor for Hasegawa Model Kits in the U.S. and Canada. Hasegawa’s military and civilian models, as well as detail sets, will be available to retailers through Great Planes Model Distributors. To celebrate the recent appointment, Hasegawa will release the 1/48 scale F-22 Raptor, with an optional Raptor metal-etched detail set. Hasegawa develops detailed kits including military and civilian aircraft, ships, armor, and more.

BIG IDEA INKS DEAL

WITH

ANIMATION STUDIO

Big Idea Entertainment is entering into an all-new multi-production deal with animation studio Entrenched, Inc. The two companies will collaborate on brand-new VeggieTales content, including DVDs, with animation completed by Entrenched’s sistercompany, Hawaii Animation Studios (HAS). HAS played a significant part in the production of Big Idea Entertainment and Universal’s 2008 theatrical release VeggieTales: The Pirates W ho Don’t Do A nything, and the direct-to-video animated series 3-2-1 Penguins.

MARCH/APRIL 2010

BRITANNICA

RELEASE INTERACTIVE SCIENCE BOOKS

Publications International, Ltd. has signed a new licensing agreement with Encyclopaedia Britannica to develop and market SD-X enabled interactive science books under the Britannica brand. The deal was negotiated by licensing agency JRL Group. SD-X technology allows printed words and images to be connected to unlimited audio content. The first series of books will be the Britannica Illustrated Science Library, which will include a SD-X pen. The technology will allow kids to place the pen on a word or image and hear it come to life with sound effects, information, and fun facts. The new line of Encyclopaedia Britannica illustrated science books will include eight titles with varying topics such as sea life, technology, space, and the human body. The books will be available at retail stores in the fall.

TOYSMITH NAMED EXCLUSIVE DISTRIBUTOR

FOR

PINTOY

Toysmith is now the exclusive distributor of the PinToy brand of products for North America. The PinToy line covers a wide range of products, including toys, baby products, children’s games, and gift items. Toysmith will begin shipping the PinToy products starting this June. PinToy products are made in Thailand using rubberwood from latex plantations. Popular products in the line include Rainbow Slope, Sorting Basket, 36-Piece Construction Set, Pull-Along Caterpillar, and Smile Rattle. ●

THE

MARCH/APRIL 2010

COVER: AN

ILLUSTRATION OF

TCKL’S DRIP DROPS. MORE

Rainbow Slope

INFORMATION CAN BE FOUND ON PAGE

42.

SPECIALTY TOYS & GIFTS

ASTRA’S INSIGHTS

Christmas in April Specialty Retailers Plan for the Fourth Quarter by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA)

t’s the end of the first quarter. Do you know where your fourth quarter is? When the calendar announces spring, members of the American Specialty Toy Retailing Association (ASTRA) are thinking about Christmas. It’s the time of year when independent retailers are reflecting on what they saw at Toy Fair and looking ahead to ASTRA’s Marketplace & Academy in June, when many expect to firm up their fourth quarter plans and place their holiday orders. We talked with several ASTRA retailers about how things are shaping up for 2010. Some, such as Diana Nelson, owner of Kazoo & Company in Denver, report that they have already placed many of their orders for Christmas. “We have a plan with projections based on past performance, so we wrap it up early,” says Nelson. Others say they use the spring months to put new products discovered at Toy Fair into their merchandise mix to see how customers react. “We ordered a lot in small quantities at Toy Fair so we could test them out,” says Priscilla Moore, owner of Mr. Fub’s Party “Toys & More” in Yellow Springs, Ohio. “We’ll see how they sell, and then do most of our ordering for the fourth quarter at ASTRA.” What about the “it” toy for 2010––the breakaway hot seller that defines the season? Hot toys are less of an issue in specialty than in the mass market, of course, given that the sector is not driven by national advertising, and specialty toys focus on play value rather than popularity. ASTRA retailers report that they have not seen anything so far that promises to break through as the big seller for Christmas. “My sense is that manufacturers are being conservative and are not as likely to take a risk on something that’s creative but untested in this economy,” says Brad Curry, owner of Bee Active Toys in Tuscola, Ill. Here are a few strategies ASTRA retailers are pursuing for the fourth quarter of 2010:

Merchandising That Says “Come on In” “We are in a mall surrounded by mass-market retailers with ‘percent off’ signs hanging in their windows,” says Curry, “and I don’t

SPECIALTY TOYS & GIFTS

think that works any more. As a specialty store, we can distinguish ourselves by featuring an appealing little scene in the window that looks different from every store around us. Christmas offers a great platform to make our store different and inviting.”

Early Orders “We got caught short on some key items in 2009,” reports John MacDougall, owner of Golden Apple Learning Store in Pleasanton, Calif. “As a result, if we are concerned there might be a shortage of a popular product or a toy that our customers expect us to have, this year we are staging orders and building inventory early.”

Price Points under $30 to $35 “Price will be a big issue again this year. Last year, we did not have much success in $100 ticket items,” Moore explains. “Business is starting to grow again, but people are still cautious. We will put a lot of energy into explaining why our products are a great value for the dollar.” Will the fourth quarter be different––and better––in 2010? Many ASTRA retailers are cautiously optimistic and actively working to change the mood of shoppers. “The media keeps repeating the gloomand-doom, Chicken Little message,” says Moore, “and shoppers don’t seem to enjoy buying toys as much as they used to. We’re doing everything we can to get people to open their hearts and have fun shopping again.” Curry is pursuing a similar strategy. His fourth quarter starts now. “The most important thing we can do for fourth quarter success in 2010 is to make sure that every customer who comes in our store experiences something fun. You do that by engaging every customer with a product. If we can get them playing with our toys whenever they are in the store, that’s the best strategy we have for getting them to choose us for Christmas shopping.” ●

MARCH/APRIL 2010

WHAT’S NEW

Kids can imagine they are rocketing to the moon or tending to a cozy cottage with the cardboard houses from KIDSCRAFT PLAYHOUSES. The box houses, the Shuttle Imagination and the Creation Cottage, are already designed with windows and doors, and are pre-cut for easy assembly; the flaps and slots are specifically designed so there’s no need for cutting, taping, or measuring. The exteriors of the houses, made from 100 percent recycled material, are blank white so kids can color the cardboard.

MUD PIE introduces All Hands on Deck and Boathouse Baby, new coastal-themed gift and baby collections. With everything in red, white, and blue, the nautical-inspired collections include the Sea Creature Rattle, patterned and available in crab, turtle, octopus, and fish designs. Other items in the lines are the Sailboat ThreePiece Pant Set; the Anchor Bubble, a red seersucker bubble; the Anchor Insulated Tumbler Set, a set of four tumblers with crab appliqués on seersucker fabric inserts; and the Crab Dip Bowl with Spreader Set; among others.

A new eco-friendly literary-based brand, Greenzys, debuts. The brand of books, plush toys, animated content, and an interactive website promotes green living and teaches eco-friendly practices to kids. The Greenzy s book is written by Danielle Mentzer, illustrated by Cris de Lara, and published by DK PUBLISHING, while the line of plush animal toys is manufactured by KIDS PREFERRED. The Greenzys characters include Peat the Penguin, a supporter of recycling, reusing, and reducing waste; Yew Yew the Panda, who grows bamboo to prevent erosion and create oxygen; and Violet the Giraffe, who teaches about carbon “paw” prints.

MARCH/APRIL 2010

SPECIALTY TOYS & GIFTS

Plush CLOUD B introduces a collection of aromatherapy plush pillows to complement its Sleep Sheep & Collection. The Sleep Sheep & Friends Aroma Pillow Collection is designed as a comfy pillow that can also soothe children’s senses, helping them fall asleep more easily. The removable inner pillow has a soft cotton outer casing and a deep pocket for the company’s exclusive, removable lavender aromatherapy pouch. Each pillow will include a removable fitted bamboo pillowcase for added comfort and washing convenience. The pillow collection is suggested for kids ages 2 and older.

Ninja Batty Shogun premieres in PRETTY UGLY’s Uglydoll collection. “Batty Shogun always wondered why toys having nothing to do with ninjas would add ninja costumes to their lineup. Just to look cool? Because ninjas are rad? Well, Batty Shogun thinks that’s kinda ‘meh.’ See, when Batty Shogun flies around at night with his best pal Ice-Bat, he does up the real dealio in an actual ninja costume. No red flames, stripes, or other crazy decorations. No spelling ninja with a “Z” at the end. Just straight up stealth mode, that’s how he rolls. No sword though... those are sharp!”

NAP, INC., makers of the baby carrier Sleepy Wrap, debuts its first plush toy, Sleepy Bear. The eco-friendly teddy bear is made from organic cotton produced in accordance with the requirements of the Organic Exchange 100 Standard. The cotton contains no pesticides, herbicides, insecticides, chemical fertilizers, or any other chemicals. The 12-inch Sleepy Bear is cream colored and wears a khaki organic Sleepy Wrap. The bear is machine washable and its eyes, nose, and mouth are embroidered.

Who says vampires aren’t adorable? Vamplets, by KAHMI WORLD, are a series of six baby vampires, each with mischievous personalities: Cadaverson Nightshade is a creepy inventor, Count Vlad Von Gloom is a royal, Evilyn Nocturna is a sorceress, Burton Creepson, Jr. is an artist that paints with blood, Midnight Mori is the leader of the Vamplets, and Lilyrose Shadowlyn is the most well-behaved, for a vampire. The plush toys measure between 8.5 and 10 inches, and owners can print out Undead Certificates, or see animated versions of their vampire babies, at www.vamplets.com.

SPECIALTY TOYS & GIFTS

MARCH/APRIL 2010

An essential ingredient to every toybox, every childhood, every generation. See more puppets at www.folkmanis.com 0r call 1-800-654-8922 for a free color catalog. Visit us at major gift and toy shows.

Plush FOLKMANIS has recreated the Collie, the popular and loyal herding dog, into a rich plush puppet that doubles as a stuffed animal. The 19-inch faithful breed is rendered in a combination of long and short, brown-and-white plush. As a puppet, Collie’s muzzle can be animated. Folkmanis also introduces additional barnyard animals: Chicken, Lamb, Standing White Rabbit, Rabbit, Cow Stage Puppet, Wolf in Sheep’s Clothing, Golden Retriever Puppy, and Mini Bunny Rabbit.

THE MONSTERS IN MY HEAD, LLC introduces the newest addition to the WorryWoos family: Fuddle, the Monster of Confusion. Fuddle can never make up her mind, and it bothers her all of the time! “Do... Don’t... Up... Down...” She’s so confused about making decisions. All she needs is a pat on the back and a few positive words. Fuddle joins The Monster of Loneliness, The Monster of Insecurity, and the Monster of Innocence in the line of 11-inch plush and accompanying books.

The new Bamboo Zoo plush line, by DANDELION EARTH-FRIENDLY GOODS, features children’s favorite zoo animals in an assortment of styles and creamy colors. The plush are made from bamboo velour, giving the animals a natural luster and silky soft touch, and are filled with natural corn fiber. The collection includes four styles (plush, hand puppets, soft shakers, and cuddlies), and five colors (vanilla bean, pistachio green, orange sherbet, ice blue, and white frost). The animals include lion, monkey, giraffe, and bear.

DOUGLAS debuts the Fuzzles, a new species in plush animal toys. The 11-inch animals are floppy, cuddly, and available in bright hues and color combinations. There are 12 styles in all and the machine washable plush are available in Monkey and Bear.

APPLE PARK introduces the Picnic Pal Finger Puppet Collection, finger friends made with the tiniest details. The Picnic Pals go mini with each puppet––Monkey, Lamby, Cubby, Bunny, and Ducky––at a 4.75 inch x 3.75 inch size. Picnic Pals play in Apple Park, where apples grow in the shape of hearts. Each of the plush toys is handmade with ecofriendly materials, including 100 percent organic cotton, natural silk, and sustainable corn, soy, and hemp.

SPECIALTY TOYS & GIFTS

MARCH/APRIL 2010

Plush STEIFF’s Sweet Dreams Lamb Music Box allows babies to always have a special someone to snuggle with to help them feel comforted and protected. While the plush is soft and gentle to baby’s skin, the music box within the toy is removable and plays the German folk song, “Weibt Du Wieviel Sternnlein Stehen” (“Do You Know How Many Little Stars There Are?”). The music box is also available in other characters including bear and dog.

Juno Baby debuts a plush collection based on the characters of its DVD series. The collection includes Juno, Bunny, and Indie as 13-inch plush products. Juno Baby , the series, follows Juno and her lovable puppets, and features original classical music from mom, composer, and Juno Baby founder Belinda Takahashi, Ph.D.

MARCH/APRIL 2010

SPECIALTY TOYS & GIFTS

Plush HOSUNG partners with Dr. Seuss Enterprises’ ecoinitiative, The Lorax Project, to develop eco-friendly plush featuring favorite characters from Dr. Seuss books. The plush are made from natural cotton––meaning untreated, unprocessed, and unbleached––and are colored with only natural dye from plants and minerals. The packaging is recycled and printed with soy ink.

HANSA launches a new series, the Mini Wildlife Collection. The limited-edition series features a gift-boxed collection of 12 lifelike poseable animals. The first series of the collection will be produced for 2010 only, and a new series will be created yearly for a one-year production cycle.

more plush can be found on page 42

With Twig, from FAT BRAIN TOY CO., kids find satisfaction in sorting colors, finding solutions for intermixing pieces of varying depth, accommodating diverse interior dimensions and shapes, and making final adjustments to their masterpieces. Precision-cut wood pieces slide in between and next to one another with ease.

Build Chicago, â&#x20AC;&#x153;The Windy City,â&#x20AC;? by 4D CITYSCAPE. The three-layer puzzle system teaches builders how the skyline evolved over time, from the past, to the present, and into the future.

SepToys are seven-sided design blocks that encourage creativity by enabling the builder to produce many configurations. They may be used to create kaleidoscopic patterns or free-form structures. Surface shapes such as trapezoids, triangles, and rectangles aid in the understanding of geometry and spatial relationships. Their unique mirrorimage design helps the builder understand symmetry, balance, and placement.

Green Toys Blocks are part of the new My First Green Toys line. The line offers the benefits of safe, environmentally friendly products to a younger age group. Like all Green Toys products, the new line is manufactured and assembled in California from 100 percent post-consumer recycled milk jugs, and contains no BPA, phthalates, or PVC.

BATTATâ&#x20AC;&#x2122;s B. line introduces Bristle Block Spinaroos. These bristle blocks come in modern colors and designs and feature twisty bases to add movement to kidsâ&#x20AC;&#x2122; creations. They come with a booklet of ideas and a reusable bin for storage.

For 2010, CITIBLOCS is making its precisioncut wooden plank sets available in a wider variety of colors. The new skyline packaged sets will be available in Hot, Cool, and Natural variations. Hot Colors, shown here, includes planks in orange, pink, red, yellow, and natural colors. The sets are available in 50-, 100-, and 200-piece sets.

Sprig Eco Blocks are classic, eco-friendly building blocks that are lightweight and available in a variety of shapes so little architects can build towers, castles, archways, and more. They are available for fall in four set sizes starting at 25 pieces for $10 retail. All SPRIG toys are made from Sprigwood, a bio-composite of recycled wood and reclaimed plastic.

Qubits is a simple plastic toy with large flexible pieces that allow for curved creations. Qubits utilizes 60 degree angles rather than the traditional 90 degree angles found in many building kits. Qubits is available in two kit sizes, the 96-piece Junior Kit or the 330-piece Jumbo Kit.

more construction toys can be found on page 34

MEDIA CENTER Mayhem on Strings

Teaching Bedtime Rituals

Rani Arbo & Daisy Mayhem put a new string spin on classic songs on their first family album, Ranky Tanky. The American string band––composed of fiddler Rani Arbo, bassist Andrew Kinsey, guitarist Anand Nayak, and percussionist Scott Kessel––belt out 17 tracks that grownups will recognize and kids can jam to. The covers include Cat Stevens’ “If you Want to Sing Out, Sing Out,” “Tennessee Wig Walk” by Bonnie Lou, Sheb Wooley’s “Purple People Eater,” and “Bushel and a Peck” by Doris Day. Ranky Tanky is being released from the independent label MAYHEM MUSIC.

Author and illustrator Susan Lee Jin releases her second board book, the 10page It’s Bedtime for Little Monkeys. The book, by H ARVEST HOUSE PUBLISHERS, is a follow-up title to her 2009 release, Good Table Manners for Little Monkeys. The new book follows two monkeys as they go through their nighttime schedule, which many children will recognize: a warm bath, teeth brushing, a favorite story, and good night kisses. Kids can see from the story how others prepare for sleep, reinforcing end-of-day routines in a calm way.

Rock Star Music

Fun with Languages

Joanie Leeds, with record label LIMBOSTAR, premieres her latest children’s album, I’m a Rock Star, featuring 29 minutes of classic rock, hip-hop, folk, jazz, and R&B sounds and vibes. The 13 short songs on the album, perfect to keep the attention of young children, are filled with lessons about environmental consciousness, cleaning up after yourself, and exploring feelings. Songs include: “More Cowbell,” a hip-hop styled song about the different sound layers in music; “I Wanna Be Green,” an up-tempo dance tune about protecting the environment; and “En Espanol,” a song entirely in Spanish about how Joanie doesn’t know the language although she grew up in Miami.

Three new Little Pim: Fun with Languages DVDs will debut featuring two new characters: Lola, a sweet elephant with a playful, spraying trunk; and Bob, a bobcat who is easily distracted and always falling asleep. The new discs––in my home (disc 4), happy, sad and silly (disc 5), and I can count! (disc 6)––like the first three DVDs, introduce foreign languages to children with a combination of live-action segments and animation. Each disc contains seven fiveminute episodes and introduces more than 60 words and phrases. DVDs 4, 5, and 6 will be available in Spanish, French, and Mandarin Chinese. Little Pim is the only foreign language learning product chosen for PBS Kidsplay (www.pbskidsplay.org).

SPECIALTY TOYS & GIFTS

S14

MARCH/APRIL 2010

Raising

the Bar

Can Customs Help? by Sanford Frank and Howard Aronson

s the economy has become increasingly more global, the size and scope of infringements have skyrocketed. No longer limited to fake Gucci bags and knock-off Rolex watches sold on street corners in big cities, illegal goods are estimated by the International Chamber of Commerce to account for 7 percent of the world trade. It is estimated that the counterfeit market is worth more than $350 billion. Toys are no stranger to infringements emanating from overseas. In response to this escalating trend and in an effort to help trademark and copyright owners fight back, the U.S. Customs and Border Protection (“Customs”) has made protection of such property rights a priority. An aggressive Intellectual Property Rights enforcement program has been implemented by Customs, which devotes substantial resources to target, intercept, detain, seize, and forfeit shipments of goods that violate the rights of intellectual property holders. By utilizing the Customs Recordation Program, protection of intellectual property rights at the U.S. border can be achieved. Customs has the authority to exclude the importation of articles that infringe on a trademark that is registered on the U.S. Patent and Trademark Office Principal Register, copyright, or trade name. The first step is to file an application to record a registered trademark or copyright with Customs. Through the application process, information about specific registered trademarks, copyrights, or trade names, as well as photographs of genuine merchandise, are collected and entered into an electronic database accessible by Customs officers across the country. The application process takes a few weeks to complete, and includes a government filing fee of $190. While it is possible to handle the process without an attorney, this is not recommended. Of course, as in most situations, the amount charged by attorneys can vary greatly, sometimes exceeding $1,000 per

THE TOY BOOK

application. Once the process is complete, Customs uses the recordation information to actively monitor shipments and attempts to prevent the importation of counterfeit goods. There are currently in excess of 20,000 intellectual property rights recorded with Customs. If Customs acts on an infringement, the intellectual property rights owner is protected without having to sue in a civil court for infringement, saving the attendant costs and delays. During 2009, there were nearly 15,000 seizures based on violations of intellectual property rights, with a total domestic value of $260.7 million. China was the top trading partner for intellectual property seizures, accounting for nearly 80 percent of the total value Customs seized with a domestic value of $204.7 million. Customs operates in 58 seaports in 32 countries. More than 85 percent of the maritime containerized cargo destined for the U.S. originated in or passes through a monitored port. More than 56,000 examinations were performed overseas. Historically, toys and electronic games account for about 10 percent of the total seizures. Given that obtaining Customs protection is a relatively simple and inexpensive process with a vast scope of potential benefits to intellectual property rights holders, consider implementing a Customs Recordation Program for your company’s intellectual property assets and take an active role in preventing intellectual property theft. ■ Sanford Frank, Esq. has for the past 26 years devoted his legal career to providing legal counsel to the toy industry both as general counsel (Tyco-Playtime and Toymax) and as outside counsel. Howard Aronson, Esq. is the managing partner of Lackenbach Siegel, LLP, an intellectual property law firm having deep, longstanding roots in the toy industry. For further information, please contact Sanford B. Frank at sfrank2@optonline.net or (631) 285-1147.

MARCH/APRIL 2010

CADMIUM:THE NEXT LEAD by Dave Parzen and Ashlee Ackerman, NSF International

or years, lead in children’s toys has been a growing concern in the public eye. Today, the existence of lead in toys seems to be under control through mandated government regulations, but as lead levels decreased, cadmium levels began to increase. Studies such as that conducted by J. Plachy titled “Cadmium” in Minerals Yearbook 2000, and “Hazardous Substance Fact Sheet: Cadmium,” by the NJ Dept. Of Health and Senior Services, are revealing that excessive levels of cadmium are just as dangerous as excessive levels of lead. Manufacturers, retailers, and parents need to know what cadmium is, why it is dangerous, and what is being done to keep children safe.

What is cadmium? Cadmium, a heavy metal, was discovered in 1817 by the German chemist Friedrich Strohmeyer as an impurity in zinc carbonate. Strohmeyer discovered small amounts of cadmium in zinc ores, and most of the cadmium produced today is obtained as a by-product of mining and refining zinc. It is estimated that approximately 20,000 tons of cadmium are produced around the world annually.

How is cadmium generally used?

As a pigment and dye to create yellow, red, and orange colors in products. It is most commonly found in PVC coatings and printed decals.

2. 3.

As a stabilizer in plastics because of its tolerance for high temperatures and low melting point.

Because of its tolerance properties, cadmium is also often used in plating to protect metals from corrosion through oxidation and Ultra VioletDegradation––a process most generally used in machinery in industrial applications. The final use of cadmium is in Nickel Cadmium (NiCd) batteries.

Cadmium became a major player in the toy industry after studies revealed the dangers of lead exposure. As research about the negative health effects of lead began to emerge, so did the

MARCH/APRIL 2010

recalls. Since 2004, the Consumer Product Safety Commission (CPSC) has conducted more than 50 recalls involving more than 180 million pieces of metal jewelry for having excessive levels of lead. Since August, it has been illegal to produce a piece of children’s metal jewelry with more than 300 parts per million of lead. In need of an alternative, some manufacturers have turned to cadmium as a substitute in children’s products for pigment, dye, and as a stabilizer. Though cadmium can be used in these applications, alternative materials are available.

What is the current buzz about cadmium? Recently, news has emerged about retail giants such as Walmart, Dollar N More, and Claire’s pulling children’s products off of their shelves because of high cadmium levels. The product category under the most scrutiny is children’s metal jewelry, where cadmium is most commonly found. The excessive levels of cadmium that have been found in the recently recalled products are considered potentially dangerous to human health, according to the CPSC. Though retailers have removed these dangerous products from their shelves, there are still concerns about other children’s products that have not been tested for cadmium, such as cribs and pacifiers. In her keynote speech on January 12 at the Asia-Pacific Economic Cooperation (APEC) Toy Safety Initiative in China, CPSC Chairman Inez Tenenbaum warns manufacturers against the use of heavy metals, “especially cadmium,” in all children’s products. She asked Chinese manufacturers to refrain from using cadmium and other hazardous metals in place of lead in their products. Tenenbaum also strongly encouraged parents, grandparents, and caregivers not to allow young children to play with cheap metal jewelry, to prevent them from being exposed to potentially hazardous heavy metals.

How does cadmium affect our health? In a recent study conducted by the CPSC, 12 percent of items tested from retailer’s shelves in 2010 from New York, Ohio, Texas, and California contained at least 10 percent cadmium. Experts who have studied the effects of cadmium on the human body have noted that it: “causes learning disabilities and permanent loss of IQ,” “has no place in children’s toys,” and “it’s outrageous that manufacturers would even contemplate using this metal.” You’re probably asking yourself, what

THE TOY BOOK

does cadmium really do to affect the body that is so harmful? Cadmium is classified by the CDC Agency for Toxic Substances and Disease Registry as a known human carcinogen associated with lung and prostate cancer. Depending on the limits of exposure to this heavy metal, cadmium has been linked to adverse developmental effects including possible decreases in birth weight, delayed sensory-motor development, hormonal effects, and altered behaviors as found in studies conducted on animals. It has also been found to cause adverse health effects on the kidneys, lungs, and intestines. Exposure to cadmium can occur when a child simply plays with a toy that contains the metal and can result in bone loss and increased blood pressure. Ingestion of high levels of cadmium can happen when a child eats or sucks on a component containing cadmium. Ingestion can potentially result in abdominal pain, nausea, vomiting, and even death. In adults, cadmium is often ingested through the food we eat. Cadmium, as a by-product of refined zinc, is released into the environment, often through the mining process. Cadmium leaches into the water systems, where it can be absorbed into agricultural crops that are later consumed by humans. Over time, this exposure can result in kidney damage. The kidney damage in turn can lead to enhanced excretion of calcium from the bones, eventually causing bone malformation and severe joint pain.

used as a stabilizer or pigment in products in which it is required for safety reasons, or when it is used for plating in the following industries: aeronautical, aerospace, mining, offshore and nuclear sectors, and electrical contacts.

What is being done now? Congress is currently working on legislation to regulate the use of heavy metals, including cadmium, in children’s jewelry (HR 4428: “The Children’s Toxic Metals Act”). If passed into law, HR 4428 will prohibit the use of antimony, barium, and cadmium in children’s jewelry, which is defined as “charms, bracelets, pendants, necklaces, earrings, or rings, that is designed or intended to be worn or used by children 12 years of age or younger and is sold or distributed at retail.” Under this ban, any children’s jewelry that is composed in whole or part with any of the heavy metals, including cadmium, barium, or antimony, will be treated as a banned hazardous substance under the Federal Hazardous Substances Act (FHSA). If adopted as a law, the banned substance requirements will apply to children’s jewelry manufactured on or after the date that is 90 days after enactment. The CPSC and key stakeholders within the toy industry are also working together to strengthen the laws around cadmium used in toys by aligning with some of the European standards.

What s next? What is the current legislation on cadmium? The United States does not have any legislation today to regulate the use of cadmium in the creation of consumer products, despite its possible harmful effects and likeness in danger to lead. While the CPSIA has helped restrict the use of cadmium in surface coatings such as paints on children’s toys to 75 ppm, it has not restricted it in materials such as plastic or metal components in children’s toys, or in any form of children’s products that are not classified as toys. Since 1991, Europe has prohibited the use of cadmium as a pigment, dye, or stabilizer in plastics and its use as plating on metallic surfaces per their Directive 91/338/EC. This directive states that cadmium may not be used to give color to finished products made of plastics and resins, may not be used in paints, may not be used as a stabilizer in products made from PVC or related compounds, and may not be used for cadmium plating of metallic products and components used in equipment, machinery, furniture, and household goods. The only exemptions in this directive are when it is

THE TOY BOOK

Washington is evaluating legislation to regulate the levels of cadmium in children’s jewelry, but manufacturers and retailers need to be proactive about protecting their consumers. Manufacturers should work alongside regulators and third-party testing facilities to help mold cadmium legislation. These parties need to actively work together to discover the next cadmium or lead before children’s health is put at risk.

Where can I find more information? For more information, visit www.playsafer.org

■

Dave Parzen, NSF International’s business unit manager, Consumer Products Safety, and Ashlee Ackerman, NSF International’s project manager, Toy Safety, can be reached at Parzen@nsf.org. and aackerman@nsf.org, respectively. NSF International has been testing products for chemical safety for more than 65 years. NSF’s chemical, microbiological, physical, and toxicological experts evaluate thousands of commercial and consumer products every year to verify compliance with national and international standards.

MARCH/APRIL 2010

What’s

New

Craft & Construct

Fan-Stampin’ Designs

eal Construction by JAKKS Pacific allows kids 5 and older to build whatever they can imagine by using Kid Wood, a durable foam material that looks, saws, nails, and builds just like real wood. The deluxe set includes multiple pieces of Kid Wood, an instruction booklet, and a whole tool set including a saw, hammer, screwdriver, hole borer, small detail saw, nails, and screws. The easy-to-use tools work like the real things, helping kids learn practical construction, craftsmanship, and creativity skills.

he Fan Stamp press-on body and face paint collection can turn any user into a fashionista or a fanatic. The high-grade mineral makeup is 100 percent hypoallergenic and bonds to the skin in seconds. By pressing firmly on the design and then peeling it away, the image adheres to the skin. The designs can be wiped away, yet are water and sweat resistant. Additionally, the design can be re-used. Fan Stamp is available in sports themes (more than 25 NCAA collegiate licenses) or in assorted designs such as fierce prints or glittering animals.

Holographic Beats

e-Reading for Kids

irtual Experience, LLC debuts the 3DHP: Three Dimensional Holographic Player, which uses holographic technology. The 3DHP offers four ways to interact with holographic entertainment. Viewers can watch girl group True perform a three-song concert or, if an external music device is connected, dance to the beat of favorite songs. The 3DHP also functions as a karaoke player and can play 3-D holographic videos (3DHV).

Tech launches FLiP, a children’s animated ereading system for kids ages 3-7. Kids can listen and follow along to the story as it’s read by animated characters (such as Shrek or Olivia), or touch the screen and play reading games to learn words and sentences. FLiP helps kids hone their reading skills by teaching comprehension, vocabulary, phonics, and word building. More than 100 additional stories can be downloaded via a library located at www.vtechkids.com.

Boppin’ with Laser Beamz

hose with no musical training can master playing more than 20 genres with Beamz. The digital musical instrument enables people of all ages and skill levels to create and play music. The W-shaped unit features six laser beams, each representing a specific instrument, chord, music clip, sound effect, or rhythm. When the path of a beam is broken (with a simple pass of a hand), multiple streams of musical notes and sounds are triggered. Beamz connects to a computer’s USB port and comes with 30 background songs, a free download for five more songs, and an instructional DVD.

MARCH/APRIL 2010

THE TOY BOOK

Industry Marketplace

, OLLIE S WANTS YOUR

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CA LL, WR I TE o rFA X

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

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

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MARCH/APRIL 2010

Industry Marketplace Classifieds

BUSINESS INTELLIGENCE Klosters Trading, established in 1987, provides business intelligence on the toy and video game market to qualified clients. Sell-through data is derived from own retailer panels on a bi-weekly basis. Additional sources are national buyers at big box stores both in the United States and Europe; non-C level sales executives at the large manufacturers; and component suppliers located in China, Europe and the U.S. Please email lmuller@klosterstrading.com for quotes.

Place a classified in Please contact Yasmin Johnson 212-575-4510 x 2330 yjohnson@adventurepub.com

Advertiser Index Adventure Publishing .....................................................................17 ASTRA .........................................................................................S11 Carrera of America .........................................................................23 Carte Blanche/Me To You...............................................................43 Cloud B ...........................................................................................39 Douglas Cuddle Toy .....................................................................S10 DuneCraft .......................................................................................S5 Folkmanis .......................................................................................S7 Forum Publishing............................................................................64 Funosophy.......................................................................................67 Gold Crest Funding.........................................................................64 HABA USA ....................................................................................S3 Holdenone LLC/Zippies .................................................................33 Hosung............................................................................................S9 Interactive Toy Concepts ................................................................21 Jay At Play ......................................................................................68 Jonny Hawkins................................................................................64

Life-Like Products ............................................................................5 Maisto ...........................................................................................1, 2 Meccano..........................................................................................37 Mega Brands ...................................................................................35 Neat-Oh International .....................................................................31 NPD ................................................................................................59 Ollies ...............................................................................................64 PlanetPals........................................................................................65 Playtime Sales and Marketing ........................................................64 Pressman Toy ..................................................................................12 Rose Art ............................................................................................7 Silverlit Toys (USA), Inc................................................................25 Street Surfing ..................................................................................11 TCKL, Inc.......................................................................................41 University Games ...........................................................................13 Venom Group Intl ...........................................................................27

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.

MARCH/APRIL 2010

THE TOY BOOK

Flashback: March/April1991 2. 3. 1. 1. Pro Set, Inc. teams up with Winterland Productions to produce its Superstars Musicards. 2. Tonka Products debuts Cupcakes, a line of small dolls that are packaged as cupcakes. 3. Kenner Products partners with Viacom for the exclusive Miss America Doll Collection.

WAL-MART SNEAKS IN AS NATION’S LARGEST RETAILER

VIDEO GAMES ARE HERE TO STAY SAYS NINTENDO’S VP TO INVESTORS NEW YORK—Anyone who thinks that 1991 is the year of Nintendo’s and video games’ demise have got another thing coming to them, says Peter Main, Nintendo’s vice president of marketing. In a speech he gave at Toy Fair to a group of investors, Main reported that during the first six weeks of 1991, the video game maker sold 300,000 NES units, 200,000 Game Boys, and nearly two million units of Game Boy software. Main is banking that Nintendo’s long-awaited 16-bit system will cause a new stir in the video game category. The company plans to sell two million units of the 16-bit system and six million software packs for the new machine this year, ringing up $700 million in anticipated sales.

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CHICAGO—Wal-Mart Stores, Inc. appears to have overtaken Sears Roebuck & Co. as the nation’s largest retailer, analysts report. Wal-Mart, a discount chain founded in 1962, finished its fiscal year ended January 31 with sales of $32.6 billion. Sears’ 104-year-old retail operation once dominated the American retail scene like no other, but has lost market share to discounters and specialty stores focusing on major appliances and certain types of merchandise. A Sears spokesman says the change in ranking reflects “the changing nature of the retailing industry in the past decade.”

MARCH/APRIL 2010