The Toy Book - May 2022 by The Toy Book

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MAY 2022

IN THIS ISSUE Volume 38, No. 2 — Published by Adventure Media and Events LLC

Group Publisher Jackie Breyer jackie@toybook.com Editor-in-Chief Maddie Michalik maddie@toybook.com

DEPARTMENTS 13 | From the Editor

20 | Stat Shot

84 | Backstory: Toys “R” Us

14 | ASTRA’s Insights

22 | The Toy Insider’s Sweet Suite

86 | Outside the Box

15 | Toy Association Update

23 | Marketing Memo

87 | Pop Quiz

16 | Industry Update

81 | WiT Stories

88 | Raising the Bar

18 | Talkin’ Toys: The Toy Association

82 | New in Town: Modi Toys

90 | Flashback

Deputy Editor James Zahn james@toybook.com Senior Editors Madeleine Buckley mbuckley@toybook.com Jackie Cucco jc@toybook.com Ali Mierzejewski ali@toybook.com Marissa Silva marissa@toybook.com Social Media Editor Nicole Savas nicole@toybook.com Editorial Assistants Annabelle Canela annabelle@toybook.com Hannah Sacks hannah@toybook.com

FEATURES

From left to right: Just My Style Donut Worries from Horizon Group USA, Lightyear Sox Plush from Mattel, Wizarding World Patronus Pack Harry and Ginny from Spin Master, and Pinxies Hot Air Balloon from Luki Lab

24 | Supply Chain Struggles Continue The U.S. toy industry prepares for additional challenges this year.

64 | The Pint-Size Scientist with a Giant-Size Curiosity Ada Twist, Scientist celebrates the wonders of everyday science.

28 | The Global Toy Industry Stands with Ukraine The industry is showing support for kids and families in the war-torn region.

66 | Show Me the Goods: Kids’ Merch New Toys, Books, Apparel, and More Featuring Kids’ Favorite Characters

30 | Whodunnit? Unpacking the Prevalence of Mystery and Deduction in Tabletop Gaming 40 | Painting a Picture of Wellness A new generation of activity sets encourage mindfulness. 62 | Prostar Playtime Bringing Star Trek’s First Kid-Focused Series to Store Shelves

74 | Hershey Has the Golden Ticket Building a Sweet Licensing Program for Classic Treats

76 | Kids Go CoCo for CoComelon The Hottest CoComelon-Themed Toys Available this Year 78 | The Cinematic Art of Advertising Toys Platforms have changed, but video still drives sales. 80 | The Go-To Playbook for Toy Advertising Is Transforming What You Need to Know About Evolving Strategies

32 You Can’t Go Wrong with the Classics! This issue of the Toy Book celebrates traditional play, featuring coverage of classic, open-ended play categories. Flip through these pages to find product showcases featuring new toys embracing this theme, including games, puzzles, arts and crafts, dolls, plush, and construction.

Art Director Joe Ibraham joe@toybook.com Junior Designer Elena Sorce elena@toybook.com Production Director Bill Reese bill@toybook.com Executive Director of Sales & Marketing James Devin jd@toybook.com Sales & Marketing Executive Stephanie Infantino stephanie@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com CEO Laurie Schacht laurie@toybook.com

On the cover: Shadow High collection from MGA Entertainment The Toy Book Volume 38, No. 2 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media and Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2022 Adventure Media and Events LLC. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in USA. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Media and Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media and Events LLC., 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.

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FROM THE EDITOR

CELEBRATING CLASSIC PLAY by MADDIE MICHALIK, editor-in-chief THE OTHER NIGHT WHILE I WAS winding down after a long day, I opened up Netflix to peruse through endless options for something calm and mindless to watch. And what did I end up with? Bad Vegan, a miniseries about a restaurateur and her husband who committed grand larceny, tax fraud, and stole money from investors, which culminated in the couple going on the run. A few years ago, if you would have told me that I would consider documentaries about fraud, murder, and theft as calm and mindless viewing, I probably would not have believed you. But, this prominent pop culture trend has trickled its way into our lives — and the toy industry — as something a bit more casual. Our love for (and desensitization toward) true crime has influenced an influx of game titles based on murder mysteries, solving thrilling cases, and social deduction. Read more about this trend from Senior Editor Madeleine Buckley on page 30. Games (murder-mystery based or otherwise), along with puzzles, arts and crafts, dolls, plush, and construction, are the backbone of classic play. These are the toys that never go out of style, no matter how tech-infused our lives become. In this issue of the Toy Book, we celebrate classic play with coverage of these traditional, open-ended play categories, featuring new toys that embrace this theme. Flip to page 32 to check them out! The very root of classic play is the influence it has on kids’ childhoods worldwide: providing sincere joy, creating core memories, and setting a foundation for developmental growth. The effects of taking play away from a child are detrimental. Ever since the Russian invasion of Ukraine in late February, devastating news and imagery have come out of the war-torn region as families are leaving their homes or living through a new normal — which now includes bomb shelter drills. The toy industry is stepping up in a big way by providing support for kids and families that are affected by the conflict. I am truly inspired by all of these companies, and it’s times like these that make me so proud to be part of the toy community. Read more

about how manufacturers, retailers, and players in the entertainment space are supporting Ukraine on page 28. This global conflict is paired with a topic that has hovered over us for more than a year — and one that I’m afraid is making me sound like a broken record: supply chain issues. As Deputy Editor James Zahn says on page 24, this was supposed to be the year in which everything got easier. However, with inflation, continued shipping issues, and now, war, manufacturers continue to combat supply chain challenges. Read the latest news from Zahn and get an update on the ports from GPI’s Logistics Coordinator Erin Gagne on page 26. The Toy Book team is also excited to debut this issue at Licensing Expo! Want to know what properties are trending in the kids’ space? Flip to our licensed toy

coverage to read brand profiles, including Star Trek: Prodigy (page 62); Ada Twist, Scientist (page 64); Hershey (page 74); and CoComelon (page 76). Plus, make sure to check out the latest kids’ merch featuring their favorite characters on page 66. We have so much more inside this magazine! I sincerely hope you enjoy this issue of the Toy Book, and I can’t wait to catch up with you in person at ASTRA’s Marketplace & Academy next month. Until next time! » Maddie Michalik is the editor-inchief of the Toy Book and senior editor of the Toy Insider and the Pop Insider. She reports on new products and toy industry trends and has been featured on broadcast TV segments in the U.S. and Canada. Reach her at maddie@toybook.com.

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ASTRA’S INSIGHTS

HARNESSING THE POWER OF CLASSIC PLAY ASTRA focuses on the benefits that classic toy categories provide. by SUE WARFIELD, president, American Specialty Toy Retailing Association ASTRA’S VISION IS TO “CHANGE THE world through the power of play” — and classic play is vital to this vision. If you look up the definition for the word “classic,” there’s a phrase that stands out: “something that has a recognized and established value.” This issue of the Toy Book is dedicated to classic toys like dolls, plush, games, puzzles, arts and crafts, and construction sets. These categories are definitely considered classics, but what makes them more fascinating are the reasons these toys have held such endearing value and have earned a place in countless kids’ toy chests. That’s a question that we at ASTRA have been focusing on recently in relation to the reintroduction of our Certified Play Expert Program (CPE). The objective of this workshop is to tackle questions related to the definition of play, the value of play, the reasons people play, and the inherent benefits of play throughout our lives. For example, when covering the areas of child development, our workshop digs into the physical, communicative, cognitive, sensory, and social-emotional benefits of play. As an example of the

kind of information we cover, let’s look at a quintessential, classic toy that is a staple in almost every kid’s nursery: plush. One of the theorists who we touch on in the training is Donald Winnicott, a psychoanalyst and pediatrician who died in 1971. He coined the term “transitional object” in 1951, defining it as any material object (typically soft — a piece of cloth or part of a plush toy) to which an infant places special value. A baby uses this object for several important psychological reasons, including the hugely difficult chore of learning how to separate and develop an autonomous sense of self from their mother. Think of plush toys as an antidote against separation anxiety for young kids. From a social-emotional development aspect, Winnicott saw the comfort these items brought to infants and how an object, such as a teddy bear, had the potential for a small child to consider it — endearingly and magically — to be both real and make-believe at the same time. Other classic play categories also provide their own additional benefits. Construction sets are a notable example of how kids learn concepts that are often

“What makes them more fascinating are the reasons these toys have held such endearing value and have earned a place in countless kids’ toy chests.”

Source: Adobe Stock

neglected in traditional education. An excerpt from our workshop states, “ … scientific literature verifies that constructive play affects children’s spatial ability and has a direct relation to their mathematical and problem-solving skills throughout their lives.” As you may have recognized, these toys tie in critical STEM skills. Finally, let’s focus on what has often — especially lately due to the COVID-19 pandemic — brought families together around their kitchen tables to share experiences: classic games like checkers, chess, bingo in all formats, and Go Fish, just to name a few. This time together teaches the vital lesson of turn-taking and the basics of compromise and negotiation. It also provides a testing ground for kids to learn leadership and group skills. Games also provide huge social-emotional benefits. Kids learn the rules of social engagement and how to cooperate and build relationships. Incredibly, these interpersonal and intrapersonal skills are more of a predictor of a good and happy life than a child’s IQ. In addition to learning about key child development psychologists and their theories, our workshop also covers societal threats to play along with key research, reports, and risks that surround it. The Toy Book is right to honor these classic toys and play products that have continued to serve as developmental tools; and ASTRA will continue to share the importance and value of play. »

Sue Warfield, president of the American Specialty Toy Retailing Association (ASTRA), has more than 30 years of experience working in the toy industry, including owning a retail store, being a sales representative, and working alongside her husband at a manufacturing business. Contact her: swarfield@astratoy.org. This article was written with input from Jean Bailey, consultant, researcher, and writer for the toy industry.

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TOY ASSOCIATION UPDATE

COME ONE, COME ALL THIS FALL

The Dallas skyline Source: stock.adobe.com

The Toy Association’s Preview & Holiday Market offers something for everyone. by KRISTIN MORENCY GOLDMAN, senior advisor, strategic communications, The Toy Association END 2022 ON A HIGH NOTE — AND lay the groundwork for a successful 2023 — at The Toy Association’s much-anticipated Preview & Holiday Market event, which will take place in person in Dallas from Sept. 20-22 at the Dallas Market Center. “This is a unique, go-to-market opportunity for the toy community, in that it offers something for everyone depending on their business needs,” says Kimberly Carcone, senior vice president of global market events at The Toy Association. “Whether you are a retailer looking to fill last-minute orders for holiday 2022 or you are looking to scout innovative products for spring and fall 2023, the Preview & Holiday Market Event is for you.” In just three days under one roof, the full spectrum of retail buyers in attendance will have access to this year’s holiday must-haves and next year’s latest trends in toys and play, whether they are seeking creative takes on classics, new toy lines, STEAM and sustainable products, or everything in between.

Hundreds of exhibiting companies will have the option to display their toys in closed, open, or hybrid booths in order to accommodate both private appointments and walk-in business. In addition to mass, long-lead, and specialty retailers, the event will be open to distributors, importers, sales representatives, and trade guests. The Preview & Holiday Market is likely to draw media attention from reporters looking for the upcoming holiday season’s hottest toys and games for families. The Toy Association’s public relations team will be on-site to provide guidance and to coordinate TV segments when possible. Exhibitors are welcome to email kmorency@toyassociation.org to learn more about how to leverage potential media opportunities before, during, and after the show. “The industry is encouraged to activate plans for success by tapping into this much-anticipated event,” Carcone says. “Gather face-to-face, reconnect with cur-

rent retail customers, and welcome new business while capitalizing on heightened consumer interest and media buzz surrounding toys leading up to the holiday season. We can’t wait to see everyone again this September in Dallas!” Additional details will be shared in the coming weeks, including the announcement of special events for the industry taking place concurrently at the Dallas Market Center. Exhibitor applications are now open at toyassociation.org/previewmarket. General registration will open in June. » As The Toy Association’s senior advisor of strategic communications, Kristin Morency Goldman keeps members of the toy community apprised of the latest global developments in toy trends, safety, retail, marketplace events, international trade, market research, and other topics impacting the business of toys and youth entertainment. She holds a master’s degree in media, culture, and communications from NYU.

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INDUSTRY UPDATE

SESAME WORKSHOP NAMES JUST PLAY AS MASTER TOY LICENSEE FOR SESAME STREET

Key art for the Sesame Street and Just Play deal Source: Just Play

Just Play inked a deal with Sesame Workshop to serve as the master toy licensee for Sesame Street in several territories, including North America, Latin America, Europe, the Middle East, and Africa. Under the multiyear deal, the company will design fresh toy lines based on the famous Sesame Street characters, including Elmo, Big Bird, Cookie Monster, Abby Cadabby, and more. Just Play’s product assortment will include plush; figures; vehicles; playsets; and bath, learning, role-play, and dress-up toys. »

THE TOY ASSOCIATION INKS 3-YEAR COMMITMENT WITH JAVITS CENTER, MOVES TOTY AWARDS Toy Fair New York will officially become a fall event, with next year’s show taking place from Saturday, Sept. 30 to Tuesday, Oct. 3. In March, The Toy Association entered into a 3-year commitment with The Javits Center to host the reimagined event beginning next year. The move to fall timing follows extensive research into the needs of the industry. (Editor’s note: See page 18 for more details.) Starting this year, The Toy Foundation’s Toy of the Year (TOTY) awards will also move to fall timing. The next TOTY awards will take place on Sept. 20 during the 2023 Preview & 2022 Holiday Market at the Dallas Market Center. The six-week nomination period will begin on June 1 and a nomination committee will select finalists, which the Foundation will announce on Aug. 15. Then, final voting will be open through Sept. 2. More information is available at toyawards.org. »

TOYFEST CHOOSES 2023 DATES, REBRANDS AS A NATIONAL SHOW Last month, the Western Toy and Hobby Representatives Association

(WTHRA) revealed plans to drop the “West” from “ToyFest West” and rebrand the show as ToyFest when it returns to The Expo at World Market Center Las Vegas next year, taking place from Feb. 27 to March 3. With this rebrand, WTHRA’s goal is to make ToyFest a national show instead of a regional one. ToyFest West already received an influx of attention this year, with guests from 39 states and multiple countries, including Canada and the UK. »

ASTRA TOY BOAT SETS SAIL FOR 2023 WINTER TRADE SHOW

The American Specialty Toy Retailing Association (ASTRA) has revealed plans to set sail next year with the ASTRA Toy Boat. The floating trade show will hit the open waters on a Royal Caribbean cruise to the Bahamas from Feb. 20-24. According to ASTRA President Sue Warfield, The Toy Boat will not be a replacement for ASTRA’s traditional Marketplace & Academy or any other show. The four-day event will include one full day at sea and plans to invite families aboard to interact with toy and game manufacturers. Additional details about the event will be available in the coming weeks and months. ASTRA’s next event is its Marketplace & Academy, scheduled to take place from June 12-15 in Long Beach, California. »

HASBRO, BBC STUDIOS INK LICENSING DEAL FOR BLUEY GAMES, PLAY-DOH

BBC Studios has signed a global licensing deal with Hasbro under which Hasbro will release Bluey editions of Monopoly Junior, Trouble, and Play-Doh. Bluey Monopoly Junior and Bluey Trouble launched in the U.S. and Canada exclusively on Amazon late last month. Hasbro will release the first Play-Doh offering, the Bluey Make ‘n Mash Costumes Set, as a Walmart exclusive in the U.S. on Aug. 1. Distribution of these products in other countries is slated to roll out into next year. »

Source: Hasbro

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BUFFALO GAMES LAUNCHES LICENSED POP IT! FIDGETS

Source: Buffalo Games

Buffalo Games has expanded its popular Pop It! line of silicone, bubble-popping, fidget toys to include licensed designs featuring characters from Star Wars, Marvel, and Stranger Things. These designs include a glow-in-the-dark version of Grogu (also known as “The Child”), an Iron Man helmet, and Eleven’s waffle from Stranger Things. These licensed Pop It! toys debuted over the past two months, exclusively in stores and online from Target. »

SPIN MASTER EXPANDS PARTNERSHIP WITH TERRACYCLE

Spin Master is broadening its partnership with TerraCycle to collect and recycle its products and packaging in the U.S. The company first partnered with recycling leader TerraCycle last April. Through this program and its recent expansion, families can send old Spin Master toys, games, and packaging to TerraCycle to be recycled for free. To participate, families can sign up on the TerraCycle program page to receive their pre-paid shipping label. Then, they can send in their old toys and games to TerraCycle to be melted down and transformed and recycled into items like park benches and picnic tables. This is part of Spin Master’s larger sustainability efforts, which were highlighted in the company’s recently issued 2021 CSR report. In addition to expanding its recycling program, Spin Master has committed to reducing plastic packaging by 50% by 2025. »

THE POKÉMON CO. ACQUIRES MILLENNIUM PRINT GROUP

The Pokémon Co. International, the company responsible for the Pokémon brand outside of Asia, entered into an acquisition agreement with Millennium Print Group. The North Carolina-based trading card and packaging manufacturer has partnered with The Pokémon Co. since 2015, when Millennium began printing the Pokémon Trading Card Game. The Pokémon Co. says that it plans to scale Millennium Print Group to become a leader in trading card production for the entire industry while allowing it to continue operating as a separate, autonomous organization. »

BARBIE CELEBRATES QUEEN ELIZABETH II WITH TRIBUTE COLLECTION DOLL Last month, Mattel released a Tribute Collection Barbie doll to celebrate the longest-ruling monarch in British history, Her Majesty Queen Elizabeth II. Part of the Barbie Signature collection, the doll is dressed in an ivory gown and accessorized with a jeweled crown, diamond earrings, and a royal blue sash that features three Royal Family Orders medallions. The collectible Barbie is packaged in a box inspired by Buckingham Palace. It features a crest-shaped logo and a badge to Source: Mattel commemorate the 70th anniversary of Queen Elizabeth II’s rule. »

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TALKIN’ TOYS

TOY FAIR REIMAGINED

The Toy Book catches up with Steve Pasierb, president and CEO of The Toy Association, to discuss Toy Fair becoming a fall event in New York, shifting toy industry timelines, and a new Toy of the Year (TOTY) Awards schedule.

by MADDIE MICHALIK, editor-in-chief Toy Book: What key information did you learn from exhibitor, retailer, and attendee focus groups as part of research for The Toy Association’s Toy Fair Reimagination Project? Steve Pasierb: We learned that passions for Toy Fair run high, traditions are heartfelt, needs are swiftly changing, and there is no single answer providing a perfect solution. Toy Fair clearly serves both important business and emotional needs across the toy and play community. For the greatest number of our members, exhibitors, and retailers, their production and buying timelines had already shifted and were moved further by the pandemic — with no belief they will ever again be the same. February was no longer making sense for a surprising number, yet the love for Toy Fair was clear — and so was a strong desire to see change. Meanwhile, for a portion of the industry, the early months of the year are still valuable. Ultimately, late September and early October timing — being mindful to navigate around key holidays — emerged and was debated and decided on by our board of directors. The initial work of the reimagination project drove a deeper understanding of the show’s significance and audience needs, that its timing was becoming less and less relevant, and that New York still holds value. TB: What was behind the decision to keep Toy Fair’s location in New York? SP: Once it was clear a shift in time of year was needed to meet the new reality of buying and manufacturing cycles for a large segment of the industry, our trade show committee and board each discussed the best location to host the show. Earlier research and interviews further proved the show serves diverse stakeholder audiences, each with goals and purposes well-supported by a Toy Fair based in New York. Ready access to major national and international media,

investors, and the broader financial community were important points as well. Our colleagues at the Javits Center worked exceptionally hard to create a window in a full fall calendar to build, hold, and dismantle Toy Fair in late September 2023.

“For the greatest number of our members, exhibitors, and retailers, their production and buying timelines had already shifted and were moved further by the pandemic — with no belief that they will ever again be the same.” TB: Toy Fair New York’s new fall dates are replacing Toy Fair Dallas next year. How do these event changes reflect a new toy industry timeline? SP: The canceled 2021 show was the final contract year in Dallas. The new and very different 2023 Preview & 2022 Holiday Marketplace being held from Sept. 20-22 is specifically in response to manufacturers and retailers asking the Association for a traditional trade show this year. Timing echoes the same needs expressed in research that for the majority, Toy Fair should shift to the fall. The calls for an interim 2022 trade show, opportunities for open booths, and tabletop displays showed it would be useful and successful. And, the Dallas Market Center is both a known quantity to retailers and many manufacturers and continues to be a supportive partner to The Toy Association. The TOTY Awards will also occur this September in Dallas while Women in Toys, Licensing, and Entertainment (WiT) is planning to bring back their Empow-

erment Day and reception on the day before the show opens. TB: How will the TOTY timeline shift with new Toy Fair dates? When will the TOTY Awards take place in 2023? SP: The TOTY Awards will now be perfectly positioned to maximize promotion of both all the finalists and category-winning toys during the crucial fourth quarter selling season. Timelines for submissions, judging of category finalists and voting will be tighter. We’ve spoken with a range of company representatives and public relations firms, and while challenging, it is doable and seen as a benefit. The new timetable will be tested in 2022 with an interim TOTY Awards set for the Dallas trade show. We anticipate the 2023 TOTY Awards gala and Hall of Fame Induction to be on its traditional night before Toy Fair’s opening. While all category winners will be announced during the TOTY gala, it may be that the final Toy of the Year category is announced later in the fourth quarter as retail sales data, media buzz, and other key criteria for that specific award are clearer. All these steps will keep finalists and winners actively promoted during the most important time of the year. TB: What other changes, if any, to Toy Fair can the toy industry expect? SP: Stay tuned! There were many diverse new elements in the sold-out 2020 Toy Fair that were initial steps in making the show more dynamic for each stakeholder audience. ... Heightening the vibrant nature of the show, refining the visitor feel of the floor plan, taking actions to limit high walls and provide open displays, and using new language around the show and its branding are just a few of many items actively being explored right now. ... We have not lost sight of the importance of the first quarter of each year and The Toy Association is further exploring options to serve the industry during that time. »

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PUZZLES TOP 5 SELLING ITEMS, 12ME FEBRUARY 2022 RANK

ITEM

MANUFACTURER

Charles Wysocki Assortment 1,000 Pieces

Buffalo Games

Puzzle Assortment 2,000 Pieces

Buffalo Games

Entertainment 1,000-Piece Assortment

Buffalo Games

Disney 4 in 1 Multi Pack 5,000-Piece Assortment

Buffalo Games

Charles Wysocki 300 Pieces

Buffalo Games

TOP 5 NEW* ITEMS, 12ME FEBRUARY 2022 RANK

ITEM

MANUFACTURER

Thomas Kinkade Star Wars The Mandalorian Assortment 550 Pieces

Buffalo Games

Marvel Puzzle Assortment 500 Pieces

Buffalo Games

Blues Clues & You! Cube Puzzle 16 Pieces

Melissa & Doug

Kelloggs Fun Pack Cereal Box Puzzles 6 x 100 Pieces

Spin Master

Thomas Kinkade Disney Holiday Sleigh Ride Puzzle 1,000 Pieces

Buffalo Games

BUILDING SETS

OUTDOOR & SPORTS TOYS

TOP 5 SELLING BRANDS, 12ME FEBRUARY 2022

TOP 5 SELLING PROPERTIES, 12ME FEBRUARY 2022

RANK

PROPERTY

RANK

PROPERTY

LEGO Star Wars

NERF

LEGO City

Little Tikes

LEGO Harry Potter

Razor

LEGO Super Heroes

Hover-1

LEGO Friends

Radio Flyer

TOP 5 DOLLAR GROWTH BRANDS, 12ME FEBRUARY 2022

TOP 5 DOLLAR GROWTH PROPERTIES, 12ME FEBRUARY 2022

RANK

PROPERTY

RANK

PROPERTY

LEGO Star Wars

Bunch O Balloons

LEGO Creator Expert

Little Tikes

LEGO Spider-Man

X-Shot

LEGO Technic

Roblox

LEGO Minecraft

Cedar Summit

*New = zero sales in prior 12 months. | Source: The NPD Group/Retail Tracking Service

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STEM TOYS TOP 5 SELLING ITEMS, 12ME FEBRUARY 2022 RANK

ITEM

MANUFACTURER

National Geographic Rock Tumbler Starter Kit

Blue Marble

National Geographic Air Rockets

Blue Marble

Gemstone Dig Science Kit

Horizon Group USA

National Geographic Break Open 10 Geodes and Explore Crystals Science Kit

Blue Marble

Discovery #Mindblown Toy Kids Model Engine Kit Assortment

MerchSource

TOP 5 NEW* ITEMS, 12ME FEBRUARY 2022 RANK

ITEM

MANUFACTURER

National Geographic Super Gross Chemistry Set

Blue Marble

Candy Claw Machine

Thames & Kosmos

Discovery #Mindblown Telescope With Tripod

MerchSource

GeoSafari Jr. Kidscope

Educational Insights

Discovery #Mindblown DIY Terrarium Grow Kit

MerchSource

GAMES

ARTS & CRAFTS

TOP 5 SELLING PROPERTIES, 12ME FEBRUARY 2022

RANK

PROPERTY

RANK

PROPERTY

Pokémon

Play-Doh

Magic: The Gathering

Crayola

UNO

Kinetic Sand

Monopoly

Cra-Z-Art

Cards Against Humanity

Melissa & Doug

TOP 5 DOLLAR GROWTH PROPERTIES, 12ME FEBRUARY 2022

RANK

PROPERTY

RANK

PROPERTY

Pokémon

Kinetic Sand

Magic: The Gathering

Crazy Aaron’s

What Do You Meme?

Melissa & Doug

Marvel Universe

STMT

Elefun & Friends

LEGO Art

*New = zero sales in prior 12 months. | Source: The NPD Group/Retail Tracking Service

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SWEET SUITE RETURNS TO NYC ON JULY 13, 2022

THE TOY INSIDER AND THE TOY BOOK will host the 13th annual Sweet Suite event live and in person on July 13, 2022 at Pier Sixty in New York City. Sweet Suite is the ultimate toy event where top digital influencers join producers and writers from major media outlets to check out the hottest toys coming soon to store shelves. This exclusive, invitation-only event is the most effective way for manufacturers to get their new, top priority products in front of consumers by connecting with influential digital personalities and the top-tier press outlets in the country. This year, Sweet Suite will welcome more than 350 members of the press, YouTube creators, and digital influencers from Instagram and TikTok to connect with toy and game brands, meet face-toface, and get hands on with the hottest products of the season.

Guests will play with hundreds of new toys and enjoy an exciting party atmosphere with tons of interactive elements, such as photo ops, contests, games, and more. Attendees will also enjoy gourmet food and cocktails, all while getting a first look at new product reveals and making new industry connections. For the last two years, Sweet Suite took place virtually due to the COVID-19 pandemic. The “@ Home” version of the event allowed guests from more than 15 different countries to mingle via Zoom, explore a 3D show floor, and scope out the hottest new products from top companies, including VTech, Just Play, Bandai America, Jazwares, Nintendo, Kid Trax, Jakks Pacific, Basic Fun!, Crayola, Hasbro, PlayMonster, Mattel, LEGO, WowWee, Spin Master, Moose Toys, and many more. While Sweet Suite is returning to its original format as an in-person event

this year, there will also be a Virtual Day on July 14 for those who can’t make it to New York, maximizing exposure for companies’ top products with influencers and press from all over North America. After the event, the fun will continue when enormous swag boxes are shipped directly to attendees’ homes, sparking a resurgence in social media impressions and ensuring that influencers and journalists have products on-hand to review, consider for their holiday gift guides, and create unboxing videos to share with their millions of followers. Multiple levels of sponsorship are still available for Sweet Suite 2022, but space is going quickly. If you are interested in rates or more information before space runs out, contact Jackie Breyer at jackie@toyinsider.com, James Devin at jd@toyinsider.com, or Stephanie Infantino at stephanie@toyinsider.com. »

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MARKETING MEMO

REPRESENTATION BEYOND THE COMPUTER SCREEN The Importance of Authentic Inclusion in Kids’ Digital Media by TIFFANY TASKER, head of industry, toys, SuperAwesome GENERATIONS Z AND ALPHA ARE often described in the media as the “first” or “most” likely to do things. They’re the most diverse and most connected generation — many U.S. kids own multiple devices by age 3 — meaning they are also the most self-aware. In a trend largely guided by social media, kids have a stronger sense of identity at a younger age than previous generations. During the height of the pandemic, we saw this illustrated through a rise in self-expression and outward representation of self: Kids explored their sense of self through aesthetic dressing, TikTok fashion and beauty trends, and game avatars. Young people see and communicate with the world through the lens of their own identity. In contrast to the generations before them, they make purchase decisions and form brand loyalties based on how much of their own identity they see reflected back to them from the content they consume. It can be harmful when kids don’t see themselves represented in the media. For example, Gen Zers self-identify as “disabled” more than any other generation before them. According to Stylus, 47% of Gen Zers don’t feel adequately represented by marketing or media. It’s time for brands to practice diversity, equity, and inclusion (DEI) both externally through their media, content, and product strategies, as well as internally through talent hires and internal governance. The goal is to be inclusive by default. To do that, we must listen to, understand, and deliver on kids’ needs and wants. Gen Alpha and Gen Z tend to have extended definitions of DEI. Diversity goes beyond race, ethnicity, and gender. The youth of today are also thinking about gender identity, sexual orientation, and the LGBTQIA2S+ community more

than previous generations. They want representation from different socioeconomic backgrounds, neurodiversity, and physical disability. “Equity” takes individual circumstances into account and creates opportunities proportionate to those circumstances. This term is different from “equality,” which doesn’t take into account the individual. Equality represents an individual’s status, rights, and opportunities. Equity is often closely linked with equality. Although kids may not be able to define the difference, they can understand it based on their own lived experiences. Thinking about inclusion for young people means recognizing that kids’ authentic selves exist in both the real world and the digital world. Both those selves likely live between different traditional identity markers like race, gender, religion, platform usage, hobbies, passion points, and emotional drivers. As content creators and marketers for kids, how can we be thoughtful and kid-centric in our approach to DEI? One area in which we are already pushing forward with DEI initiatives is within branded creator content. Influencers are able to embody all diversities, including gender identities, disabilities, neuro-diversities, and ethnicities. Showing different types of kids within your branded content and advertising is also helpful. As ever, authenticity is key. Tokenism must be avoided. It’s also helpful to have messaging for specific types of kids, especially those who are underrepresented. For example, are there kids from Latinx or LGBTQIA2S+ communities for whom you could create specific messaging? However, it’s important that these kids

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aren’t stereotyped. We should also consider whether historical ways of addressing young people are outdated and divisive. For example, we’ve seen on PopJam — SuperAwesome’s kid-safe and kid-approved social network — that increasing numbers of kids are choosing to not self-identify as girls or boys. In response, we have updated our platform to be more inclusive. Gaming is a ubiquitous trend among kids, and it feels especially important to ensure that gaming is inclusive and accessible. At SuperAwesome, we’re investigating how to increase the accessibility of our mini games through controls and design by using voice command or gyro functionality. Giving kids the freedom to choose their own game avatars, skins, and other add-ons are also ways we can further enable inclusion. This is just the beginning. We’re learning from kids as much as we can and are constantly looking for ways to improve. We’d like to open up the conversation to other brands on how we can work together to build an inclusive world through the content and media that we create. The work starts now. » Tiffany Tasker is a digital media and marketing specialist for the kids and youth space. With more than 10 years experience creating digital strategies for toy companies in the U.S. and the UK, Tasker is now the head of industry, toys at SuperAwesome.

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The U.S. toy industry prepares for additional challenges this year. by JAMES ZAHN, deputy editor THIS WAS SUPPOSED TO BE THE YEAR in which everything got easier. While the U.S. toy industry continues to post record sales numbers despite the emergence of new and unexpected events, the next 6-18 months are a complete wild card. And, while double-digit sales increases at the register make for great headlines, they may only be telling part of the story. In February, The NPD Group revealed that the three-year compound annual growth rate for the U.S. toy industry between 2018-2021 reflected an 8% spike in total dollars that matched an 8% increase in average selling price (ASP). But looking closer, unit sales only grew 1% during the period. That means the real growth is coming from the increase in ASP; in other words, fewer toys are being sold for more money. As the stock market constantly reminds us, gains can only occur for so long before they start to take a dip. Companies will need to be proactive in mitigating sales losses due to external factors — and these looming threats are larger than ever. ECHOES OF THE COLD WAR ERA As the second quarter of 2022 begins, the toy industry is faced with the reality that last year’s issues are far from over. Inflation in the U.S. is at a 40-year high, according to the U.S. Bureau of Labor Statistics; fuel prices in February jumped 38% over the same period last year; and the global supply chain crisis continues. Now, a new variable is in the mix: war.

The Russian invasion of Ukraine began on Feb. 24 and immediately created a new ripple effect in the supply chain that will extend beyond Europe for years to come. “It’s like adding gas to the dumpster fire,” says Bill Thayer, CEO of Fillogic, a logistics platform for retailers, logistics providers, and mall owners.

“With production and delivery timelines being affected by global incidents — COVID-19, absurd logistics costs, and the war in Ukraine — we are now living day by day.” — Nico Blauw, CEO, BOTI Products already sold to retailers in Ukraine now must be diverted into other markets while sanctions against Russia, including an immediate halt to orders and deliveries to retailers in the country, is quickly creating a surplus of product on top of lost sales. “Russia was our eighth largest market and filled with important customers,” says Isaac Larian, CEO and founder of MGA Entertainment. “That business is now gone and it hurts.” The LEGO Group and Horst Brandstätter Group — parent company of

Playmobil and Lechuza — swiftly moved to shift their focus from selling toys to providing support for humanitarian aid in the region, leading a charge that kicked off a global movement. (Editor’s note: Turn to page 28 to read more about how the toy industry is supporting Ukraine during this time.) “If [Vladimir] Putin and [Volodymyr] Zelenskyy can settle their differences in the next few weeks and end this war, things could turn back to somewhat ‘normal’ and we can hopefully restore some of the economic damage and consumer trust in the second half of this year,” says Nico Blauw, CEO of BOTI, a European importer and distributor of toys. “If not, I am afraid we will see darkest days ahead of us that will make the financial crisis of 2008 look like dust in the wind.” As the situation in Ukraine continues to unfold, the supply chain challenges of the past year rage on. Freight issues are still top of mind on a global scale, while raw material costs are inconsistent, with forecasts showing further inflation through the end of the year. “Thus far, we’re hearing that plastic resin costs are increasing 15-20%. Paper, chipboard, and corrugate materials are stable,” says Michael Fisher, president of logistics company GPI. “The Russian invasion of Ukraine and the global surge in oil prices will likely reverberate in China as well, potentially further driving plastic resin pricing upward,” he says. Russia’s influence on energy has been a focus due to its vast exports of oil and

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natural gas, but some crucial components in “sustainable” products are also sourced from the country. Russia itself banned exports of certain products — most notably, wood — to more than 200 countries, and it is a leading exporter of nickel that is used to produce rechargeable batteries. CONTINUING COVID-19 CONCERNS Still, the big elephant in the room is the most omnipresent issue of the past two years; the COVID-19 pandemic isn’t over. Although the world is learning to adapt to new variants, the global manufacturing hubs throughout Asia are at risk, particularly in China where a government-mandated “COVID-zero” lockdown policy is in place. In March, the port city of Shenzhen, Dongguan, and the province of Jilin were placed into lockdown as China responded to its worst COVID-19 outbreak since the disease first surfaced in Wuhan. “As we thought the worst of COVID-19 was over, it hit Hong Kong and China hard,” Larian says, noting that last year’s issues with container availability, ocean vessels, and logjams at the ports delayed product, and in some cases de-

railed release plans. Now, he says that the industry should be bracing for additional issues in the U.S. this summer. “We had to push Mermaze, Shadow High, and the new Dream Ella and Bratz [doll] lines back a few months,” he says. “Now, the fuel prices have gone through the roof, which means that product cost will continue to get higher and higher. Add to that the upcoming negotiations with the longshoremen that will come in peak season — June and July — and you have another perfect storm as we also face labor shortages.” Last month, an outbreak in Shanghai led to more lockdowns that created a new ripple effect. On an April 21 earnings call, JB Hunt Chief Commercial Officer Shelley Simpson said that the trucking firm expects impact to hit the U.S. in July. PLANNING FOR ADDITIONAL SHIPPING DELAYS If another major breakdown in the U.S. supply chain arose, it would no doubt happen on the West Coast. The current contract between the Pacific Maritime Association and the International Longshore and Warehouse Union expires on June 30. Following a plea in February

by the National Retail Federation’s Matthew Shay to begin negotiations early, a group of Republican senators delivered a letter to President Biden on March 17, urging his administration to use whatever tools it has to ensure striking a new deal happens before the clock runs out. “The West Coast ports account for more than 44% of our nation’s port traffic. … Any delays caused by failed negotiations will have a drastic cost and impact on our nation’s supply chain,” the senators wrote. “This cost will be felt by not

Mattel executives and local officials celebrate the opening of the expanded Montoi facility in Mexico. | Source: Mattel

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only retailers and others that rely on ports for their business, but also by millions of American workers.” Over the past year, some companies have made moves to cut travel time for products by nearshoring production so that the final delivery to the intended market can be handled on land without needing ocean vessels or air freight. Mattel consolidated its North American manufacturing efforts to a single, expanded Montoi facility in Nuevo Leon, Mexico. The company said that the factory has diversified its production offerings to optimize nearshoring. Large items that are expensive to ship, such as Barbie Dreamhouses and Fisher-Price Power Wheels, are being manufactured alongside MEGA Bloks. In Ohio, W. Britain Toy Co. added manufacturing capabilities to its headquarters. Looking ahead, reimagining the global supply chain will occur in tandem with a big shift in the global toy industry trade show calendar led by Toy Fair being shifted from February to the fall. The industry is seemingly fracturing as strong opinions emerge regarding the ordering cycle, location, and quantity of in-person trade shows on top of a divide between mass and specialty retailers. Perhaps the most important piece of advice on all fronts is to be prepared for new and unexpected factors that can emerge from out of nowhere. “We need to plan even further ahead now that we are living in these unusual times,” Blauw says. “With production and delivery timelines being affected by global incidents — COVID-19, absurd logistics costs, and now the war in Ukraine — we are now living day by day. The industry needs to plan further ahead and produce earlier just to avoid possible delays. And even then we still don’t know if we can supply in time, let alone at what cost.” » James Zahn, best-known as The Rock Father, is the deputy editor of the Toy Book, and a senior editor of the Toy Insider and the Pop Insider. Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times, Forbes, and MarketWatch, and has appeared on Yahoo! Finance, CNBC, NBC, ABC, FOX, CNN, GCTN, WGN, BBC World News, and more. Connect with him on LinkedIn or follow him @therockfather.

by ERIN GAGNE, logistics coordinator at GPI OVER THE PAST TWO YEARS, PORT conditions around the world have been a challenge. So far, the first quarter of this year has proved to be more of the same. Chinese New Year, a new COVID-19 outbreak in China, and the Russia-Ukraine war are all making an impact on the U.S. supply chain. The shipping lull caused by shutdowns for China’s Lunar New Year in February helped West Coast ports clear some of their backlog of moored container ships waiting to berth. The number of ships waiting to berth on the West Coast dropped to 43 on March 14, down from 109 in January. This is a great achievement considering The Port of Los Angeles just had its busiest January and February ever. Despite all the hard work, West Coast ports are still experiencing heavy congestion and long wait times upon arrival. The Port of Long Beach is seeing the longest wait times — about 36 days before being called into berth — with Vancouver holding the No. 2 spot at 28 days. Los Angeles, Oakland, and Prince Rupert are averaging about 14 days before ships can unload. Additionally, very high rail volume is being experienced at the Ports of Los Angeles and Long Beach. The East Coast is faring much better with ships being called in about two days after arrival for most ports of call. South Carolina’s Charleston and North

Charleston ports are the exceptions with a wait time of around 10 days. What used to be a 35-day, portto-door transit period for goods from China in 2019 is now extended to 54 days when factoring in congestion and delays. While this isn’t news for anyone who’s been shipping goods to the U.S. in the past two years, we can expect more of the same throughout this year with the addition of sanctions against Russia causing vessels to skip scheduled port calls. Adjustments to timelines are necessary to get goods to the U.S. in time to meet critical deadlines. Always plan for unexpected shipping delays so you are not caught off-guard. Companies within the supply chain continue to work hard to improve transit and wait times, but only time will tell if we see these improvements come to fruition this year. » Erin Gagne keeps the trains running on time for GPI, tracking completion dates for the large majority of its customers and arranging shipping and delivery of goods to one or multiple locations. She entered the toy and game industry at age 14, assembling parts for a plastic manufacturing company. Contact Erin by email: freight@ madebygpi.com or visit madebygpi.com for more information. An aerial view of The Port of Long Beach, California | Source: iStock

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Immediately following the Russian invasion of Ukraine, Ukrainian Toy Industry Association (UTIA) President Pavel Ovchynnikov sent out a call to action, urging global toy and game manufacturers to immediately cease trading with Russian companies and pledge support for refugees. Around the world, toy and game manufacturers, entertainment studios, retailers, and other companies were swift to respond, not only to raise sanctions against Russia, but also to provide much-needed support for humanitarian aid in the region.

READ ABOUT THE WAYS COMPANIES WORLDWIDE ARE SUPPORTING UKRAINE: AMAZON suspended product shipments to customers based in Russia and Belarus, and has blocked access to Prime Video in those areas. AURORA WORLD donated $250,000 worth of plush toys to kids in Ukraine. CRA-Z-ART donated approximately $250,000 worth of its premium markers, colored pencils, crayons, coloring books, activity kits, and puzzles to kids in Ukraine and neighboring countries where families are seeking refuge. EDUCATIONAL INSIGHTS, LEARNING RESOURCES, and HAND2MIND are supporting relief efforts through United Hatzalah of Israel, the British Red Cross, and others; creating local language worksheets for displaced kids; and donating language-free educational toys. EPIC GAMES donated two weeks’ worth of proceeds from “real money” Fortnite purchases in March to a variety of relief organizations. MICROSOFT also donated net proceeds from the sales of all Fortnite content on the Microsoft Store during the same period. FUNKO donated $100,000 to GlobalGiving. The contribution supports the $30 million Ukraine Relief Fund. KIDS2 donated items from its Bright Starts, Baby Einstein, and Ingenuity brands to families in Ukraine. These products include bouncers, boosters, swings, high-chairs, activity gyms, and more. THE LEGO GROUP, THE LEGO FOUNDATION, and OLE KIRK’S FOND donated approximately $16.5 million to support general humanitarian aid for the Ukrainian people, as well as efforts to educate and protect kids. Funds are being spread between UNICEF, Save the Children, and the Danish Red Cross. LEGO has paused its business in Russia. MAERSK has temporarily suspended cargo bookings to and from Russia with the exception of food, medical, and humanitarian supplies. 28 THE TOY BOOK | MAY 2022 | toybook.com

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MATTEL is collaborating with Save The Children to match all employee donations to its efforts. Additionally, the company has paused all shipments into Russia and contributed $1 million in toys and cash to support organizations including Save the Children and Polish local charities SOS Children’s Villages and Caritas Polska. Mattel says that it is also launching a special retailer sales program in Europe to donate 100% of key product proceeds to other charities in neighboring countries including Poland and Czech Republic. MGA ENTERTAINMENT and ZAPF made a humanitarian contribution to Ukraine and have halted business with Russia. MOOSE TOYS suspended deliveries to Russia and has supplied toys to relief workers meeting families that are fleeing Ukraine. The company has also donated $100,000 to Save the Children’s Ukraine Relief Fund and is supporting Dream Doctors. THE NATIONAL BOBBLEHEAD HALL OF FAME AND MUSEUM is offering a bobblehead of Ukrainian President Volodymyr Zelenskyy, who has become a face of defiance and a symbol of strength in the midst of Russia’s invasion of Ukraine. $5 from every bobblehead sold benefits GlobalGiving’s Ukraine Crisis Relief Fund. PLAYMOBIL was among the first companies to halt sales and deliveries to Russia. THE POKÉMON CO. INTERNATIONAL called the crisis in Ukraine and Eastern Europe “heartbreaking” and made an immediate donation of $200,000 to GlobalGiving’s Ukraine Crisis Relief Fund to aid in providing humanitarian relief. RADIO FLYER made a monetary donation to Save the Children International and a product donation of more than 1,000 toys to The Toy Foundation, including wagons, tricyles, scooters, and balance bikes. SPIN MASTER made a $100,000 donation split between The Red Cross and UNICEF and launched a matching campaign for employee donations. THE TOY FOUNDATION (TTF) and Hasbro veteran Alan Hassenfeld are working with members of the global toy industry to provide aid to kids and families in Ukraine. TTF has raised more than $3 million through contributions by Hassenfeld, Aurora World, Basic Fun!, Bonkers Toy Co., Cra-Z-Art, Crazy Aaron’s, Hasbro, Jazwares, Melissa & Doug, Paramount, PlayMonster, and Spin Master. THE TOY TRUST (UK) donated approximately $13,000 to Samaritan’s Purse, an organization creating supply backpacks for refugees who are fleeing Ukraine. TY INC. pledged 100% of profits from sales of Beanie Babies during the month of March to Save the Children. WHP GLOBAL (TOYS “R” US) employees and partners donated more than $250,000 to the Tikva Odessa Children’s Home, an orphanage in Ukraine that houses more than 500 kids. WICKED UNCLE TOYS, a specialty retailer in Maryland, was inspired by Wise Elk — a Ukrainian supplier — to create a “Toys from Ukraine” department on its website. Proceeds from the sales of the curated toy selection will be donated to World Central Kitchen.

THE TOY BOOK CONTINUES TO MONITOR THE INDUSTRY’S RESPONSE TO THE CRISIS IN UKRAINE. FOR THE LATEST UPDATES, VISIT TOYBOOK.COM/UKRAINE. toybook.com toybook.com| |APRIL MAY 2022 | THE TOY BOOK 29

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by MADELEINE BUCKLEY, senior editor MANY OF THE NEWEST GAMES HITting store shelves and gamers’ too-full storage closets can be boiled down to a simple, three-word question: Who done it? Or, more colloquially, whodunnit? Games that center on mystery — of both the crime-solving and social deduction persuasion — have been a long-standing staple in the category. Clue, for example, has been bringing murder mysteries to game nights for more than seven decades. However, in recent years, crime and deduction games have become increasingly popular. Some of this trend can be attributed to the overall prevalence of true crime and murder mysteries in popular culture, with podcasts like Serial and My Favorite Murder; Netflix docuseries like Tiger King and Unsolved Mysteries; and even more lighthearted, fictional shows like The Afterparty and Only Murders in the Building dominating cultural conversation. “And so it’s only the right next step that [consumers] are part of the experience,” says Craig Hendrick-

son, senior vice president of marketing and product development at University Games, which launched its Murder Mystery Party game line back in 1985 and has expanded its Murder Mystery offerings in recent years. “With movies and shows, you’re watching and you don’t really get to participate. With games, you get to be the detective and you get to be the one who solves the crime.” The timing of our cultural obsession with crime and mystery has coincided with the increasing popularity of licensed board games, which means that some iconic mysteries and thrillers are getting remade for tabletop deduction. Last year, The Op released The Thing: Infection at Outpost 31. Inspired by John Carpenter’s 1982 film The Thing, the game requires players to discover who among them has been infected by the heinous life form. “In The Thing, the movie never completely confirms who is still human at the end,” says Pat Marino, game design manager at The Op. “The story keeps that tension going, taking a group of characters who know each other

New titles in University Games’ Murder Mystery Party brand Source: University Games

well and turning them against each other; much like a social deduction game can have a group of friends suddenly unsure who at the table to trust.” Funko Games also has a new deduction game coming out this summer, inspired by Alfred Hitchcock’s Rear Window. In the game, one player takes on Hitchcock’s role, trying to communicate clues to their fellow players — without words — to help them determine if a crime has been committed. Deirdre Cross, vice president of Funko Games for sales, marketing, and business development, says these types of stories are so ingrained in society that it’s easy for players to jump in and recognize the mechanics they will be using. “Okay, so I’m trying to solve a crime. Oh, I’m in a mystery or I’m in a spy story,” she explains. “You can connect with that immediately. You understand what your motivation is in the game story.” This leads into another reason why many working in the games industry believe that mystery and deduction attract game lovers. As Ravensburger Game Development Manager Daniel Greiner says, consumers love games that make them feel smart and productive. Ravensburger offers a variety of puzzle-based titles, including its new echoes line of audio-based mystery games. “The goal behind these games is not to show off the cleverness of the puzzle designs, but of the players themselves,” he says. “It’s you, the player, who gets to feel clever by solving things and creating connections, by maneuvering mysterious and engaging environments.” However, these elements have — literally — been in play for decades. So why does this particular moment lend

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itself to true crime and social deduction? University Games Co-Founder Bob Moog has a unique perspective, having been making murder mystery games for so long. He has noticed a major difference in the type of mysteries that modern consumers want, compared to those of the ‘80s. “Our early Murder Mystery Parties were more party, less mystery,” he explains. Now, though, he says that people are seeking out more “real” crime. Moog believes this is driven by both fear and by a desire for escapism. “I think that people have all this undiagnosed stress that they’re living with,” he says, referring to the COVID-19 pandemic, climate change concerns, economic uncertainty, and myriad other unknowns that we face. “They’re not specifically wanting to solve murders, but they want something in a really that will take their mind — meaningful way — away from all this stress they’re carrying around,” he says. “And there’s almost nothing as intense as solving a puzzle in which you’re catching a murderer. It’s back to ‘I have some control. I’m going to make something happen.’ And that’s different than just winning a game. It’s a different sensation emotionally, and I think that’s why we’re getting so much play out of these.” Elan Lee, CEO of Exploding Kittens, also notes escapism as a major driver in the popularity of social deduction games. Exploding Kittens has a new party game that completed a successful Kickstarter campaign in March called Hand-to-Hand

Exploding Kittens’ Hand-to-Hand Wombat Source: Exploding Kittens

Wombat. While this game doesn’t feature a true crime element, it does feature the key elements of a social deduction game. Players are randomly and secretly assigned to be “Good Wombats” or “Bad Wombats.” Then, all players close their eyes — the Good Wombats attempt to build towers while the Bad Wombats attempt to sabotage them. Then, players try to vote out the Bad Wombats. Notably, this game also brings social deduction to a younger age demographic, with an age grade of 7 and up. Generally, as Cross says, social deduction games skew older because “kids are not great liars. … They want to be the bad guy, but they’re not so good at it.” For Hand-to-Hand Wombat, the Exploding Kittens game designers introduced the hands-on, tower-stacking element to give kids a concrete element to reference when being deceptive. “There’s something they can point at, so they don’t have to make eye contact or have to build a defensible stance

about why it wasn’t them,” Lee explains. “Instead, [they] just point at the blocks.” Lee, an avid lover of social deduction, says that Exploding Kittens took almost two years to develop Hand-to-Hand Wombat in order to solidify the hands-on element, the quick gameplay, and the wider age appeal. Lee highlights that social deduction games give participants the opportunity to play a role and put on a metaphorical costume. While in their roles, he says, players get to either explore paranoia (if they are on the “good” side) or nefarious behavior (if they are “bad”). These are two behaviors that we generally avoid, but social deduction games allow players to explore them in a healthy and controlled way. “Exploring that space is a kind of beautiful departure from where we are,” Lee says. “You’re not checking every word, you’re not scared all the time, you’re not doubting somebody’s intentions and having to do fact checking and all of that. Instead it’s look, there’s two teams here. … I’m gonna try to figure out which of those two roles everyone at the table is. And shrinking the world down to that very black and white is refreshing. I think it’s really, really healthy right now. I think that’s why I gravitate toward [social deduction games] and why all the people I play games with are so in love with them at this moment.” » Madeleine Buckley is a senior editor at the Toy Book, where she enjoys covering the latest trends in toys. When she’s not writing about the toy industry, you can usually find her at the movies or hanging out with her pup, Parker.

Funko Games’ Rear Window game | Source: Funko Games

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MINDWARE Shiny Shark Floor Puzzle | Ages: 5+ | MSRP: $15.95 Available: Now This shark-themed floor puzzle is made with thick, sturdy pieces designed for small hands. When assembled, the puzzle is more than 3 feet long and features colorful fish friends. The puzzle’s box comes with a corded handle so that kids can take the puzzle on the go.

WREBBIT3D Le Château Frontenac Wrebbit3D Jigsaw Puzzle | Ages: 14+ MSRP: $54.99 | Available: Now Wrebbit3D expands its Castles & Cathedrals Collection with this building from old Quebec City. Puzzlers can assemble the 865 foam-backed pieces to recreate this landmark Canadian luxury hotel.

CHRONICLE BOOKS Ridley’s Games Funky Fungi | Ages: 8+ | MSRP: $12 Available: Now With this card-collecting game, players race to reach 10 points by collecting combinations of different fungi, which have differing point values. However, some of the fungi are considered toxic, which players can use to sabotage their oponents.

FUNKO GAMES Disney Happiest Day Game — Magic Kingdom Park Edition Ages: 5+ | MSRP: $24.99 Available: Summer 2022 Kids can spend a day in the Walt Disney World Magic Kingdom Park and earn points by visiting attractions, meeting characters, and more. When Tinker Bell reaches the top of the castle, players can flip over the gameboard to switch the park from day to night.

THAMES & KOSMOS Ubongo The Brain Game To Go | Ages: 8+ | MSRP: $14.95 Available: Now This fast-paced puzzle game is a compact version of the board game Ubongo, featuring 15 colorful, plastic tiles and 20 cards with more than 200 puzzles. The game also includes a plastic gameboard that doubles as a travel case for on-the-go play.

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UNIVERSITY GAMES Murder on the Hindenburg Mystery Jigsaw Puzzle Ages: 15+ | MSRP: $17.99 Available: August 2022 University Games expands its line of Mystery Jigsaw Puzzles with this new design inspired by the famous airship. For this interactive experience, players read a story, assemble a 1,000-piece puzzle, and then solve the mystery. The completed puzzle is different than the image on the box, increasing the challenge.

PLUS-PLUS Puzzle by Number | Ages: 5+ | MSRP: $14.99- 34.99 Available: Now With these paint-by-number-style puzzles, kids fill in the design by matching each number with a puzzle piece of the corresponding color. Kids can display the completed puzzles as decor, with no glue or ironing required.

HEY BUDDY HEY PAL Cake-N-Bake Challenge | Ages: 4+ | MSRP: $27.99 | Available: June 2022 With this color-matching game, kids race to build stackable cakes correctly, often while faced with special challenges from action cards. The first player to correctly stack their cake and ring the game bell in each round gets a candle card. The first player to collect six candle cards wins the game. There are three ways to play the game at different difficulty levels.

RAVENSBURGER Disney Villains Labyrinth | Ages: 7+ | MSRP: $34.99 Available: Now Players play as villains to search for their henchmen in this Disney-themed version of the board game Labyrinth. On their turn, players slide a maze tile onto the board, shifting the walls and pathways in an effort to reach the characters on their cards while blocking their opponents’ way forward. The first player to find all their henchmen and make it back to their starting point wins the game.

ASMODEE USA Azul: Queen’s Garden | Ages: 10+ MSRP: $44.99 Available: Now The Azul line expands with this latest title that challenges players to arrange a garden on behalf of King Manuel for his wife, Queen Maria. Players earn points by using the Azul drafting mechanism to lay out colorful tiles that represent plants, trees, and other features for the garden.

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WHAT DO YOU MEME? Let’s Get Talking | Ages: 8+ MSRP: $19.99 | Available: Now Let’s Get Talking is a family-friendly version of What Do You Meme?’s couple’s game, Let’s Get Deep. The game comes with more than 400 questions to help families learn more about each other. The questions are split into three increasingly personal levels: light, big, and bigger.

HASBRO Connect 4 Spin Ages: 8+ MSRP: $21.99 Available: Fall 2022 With this new take on a Hasbro classic, players choose where to put their disc into the grid, then spin the column. Players aim to get four disks in a row, but the spinning columns and the included weighted disk can switch up the game in an instant. Kids can choose from two play modes: beginner and expert.

THE GOOD GAME CO. The Color Scheme | Ages: 8+ | MSRP: $26.99 Available: Now This two-player game requires both memory skills and strategy for success, as players try to outwit each other by creating a color code that their opponent attempts to decipher. The game features a wooden board and player pieces and comes in a magnetic flap-front box.

BUFFALO GAMES Junior Detective | Ages: 8+ MSRP: $19.99 Available: June 2022 With this “Whodunnit?” mystery game, players pretend to be detectives trying to identify the culprit and where they are hiding. To solve the mystery, players must interview the neighborhood witnesses and decode clues using the included red spy glass, detective mirror, and heat-sensitive hidden messages.

WINNING MOVES GAMES Snail Mail | Ages: 7+ | MSRP: $16.95 | Available: Now With this card game, four Snail Mail carriers are on their routes and kids can help them make deliveries. Each player’s snailshaped card rack has four cards, each with a number and a color. To make a successful delivery, players need their cards to match the goal on a delivery card.

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GOLIATH Rummikub Onyx | Ages: 8+ | MSRP: $29.99 | Available: Now This updated Rummikub set features black tiles with colorful, engraved numbers. Players take turns placing their tiles in runs and groups, rummy style. The first player to play every tile on their rack wins the game.

THE OP

KESS

Monopoly Hello Kitty & Friends | Ages: 8+ MSRP: $39.99 | Available: Now

Megaman: The Adventure Game | Ages: 14+ MSRP: $39.99 | Available: Now

Join Hello Kitty in her colorful world with this version of Monopoly. Players buy, sell, and trade locations where Hello Kitty and her friends work and play, such as Kuromi’s Candy Shop and DokiDoki’s Burger Shack.

With this Mega Man-inspired game, each player gets a deck of multipurpose cards that they can use to power dice attacks or react to hazards. In each stage of the game, players must beat a robot master to earn an advantage in their ultimate effort to beat Dr. Wily.

MOOSE TOYS Magic Mixies Magic Potion Cauldron Game | Ages: 5+ | MSRP: $14.99 Available: August 2022

EXPLODING KITTENS Mantis | Ages: 7+ | MSRP: $19.99 | Available: Now

Players take turns spinning the spinner, navigating around the board, and attempting to land on a space that will prompt them to choose an ingredient. When a player collects three ingredients of the same kind or color, they insert them into the cauldron. If they have collected the correct potion, a Magic Mixie will appear and that player wins the game.

With this colorful, cutthroat card game, each player starts with four face-up cards. On each turn, players use the clues on the back of the top card in the draw pile to decide if they will try to steal an opponent’s cards or score points by matching their own cards.

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A new generation of activity sets encourages mindfulness. by JACKIE CUCCO, senior editor THE IDEAL CHILDHOOD SHOULD BE made up of rainbows and butterflies without a worry in sight, but kids today are growing up in a hectic world and it’s taking a toll on their mental health. As a result, manufacturers are creating more toys in the activities category that are incorporating themes of wellness and mindfulness to help kids process their emotions and learn important life skills. Hands-on activity sets and crafting kits can serve as a creative outlet, giving kids tools to address how they’re feeling while they design and experiment. Horizon Group USA’s product theme for the year is “Wellness for Kids,” and the manufacturer is incorporating the trend into many of its brands, including Just My Style, STMT, It’s So Me, and SlimyGloop. “We want to give kids a chance to explore and learn about themselves through the realms of personalization, DIY crafts, and imaginative play,” says Horizon Group USA Executive Vice President Hiu Lee. “A lot of what we do allows them that chance to connect with themselves and that’s really a platform for them to release any negative energy that they might be harboring.” Both the names of the products and the packaging strongly convey the wellness theme, with products such as the STMT Self-Love Club DIY Nail Art Studio, the STMT Tru2U DIY Positivity Mirror Kit, and the It’s So Me Be-YOU-tiful Self-Care Studio. “I think that a lot of consumers these days look for a full-on experience,” Lee says. “You’re dealing with a bunch of consumers who are well educated and perceptive, and they can find information right at their fingertips. There’s no fooling them. So, we can’t just have a bunch of marketing, verbiage, and callouts that are just surface-level. We’ve got to give them

a full-on wellness experience when it comes to our products.” MEandMine also incorporates messages of self-love on its packaging, including the quote, “I hope you discover the magic I see in you,” on each STEAM-based activity kit. Elinor Huang founded the company in 2019 with a mission to help kids build resilience and self-esteem. The science kits take kids on anatomical adventures to teach them how different parts of our bodies manage our emotions, making connections between physical and mental health. Kids can learn about healthy eating habits with the Aha! Digestion kit or explore ways to express feelings with the Aha! Emotions kit. “If kids can understand and appreciate how their body, mind, and emotions work, they can also appreciate themselves and become empowered to take care of themselves in a healthy way,” Huang says. “They can develop a greater sense of self-esteem and self-worth, and that can really carry them further in life.” Bright Stripes launched its Wish*Craft line in 2020 to give tweens and teens intention-filled crafting activities with a tactile, meditative nature, such as weaving with yarn, painting wood, and journaling. The activities are designed to help kids set goals and feel gratitude. For example, the Wish Jar Inspirational 3D Journal features prompt cards that kids can fill with uplifting messages and the Moon Journal encourages mindful self-awareness by teaching kids how to chart their goals. More companies are marketing journals as toys by incorporating activities and other features. Bright Stripes’ therapeutic

Sparkling Aspirations Journal | Source: Bright Stripes

Art Journals each feature a different theme to encourage self-discovery. The Sparkling Aspirations Journal includes a project called “Creating Light in the Dark,” in which kids write down the names of people, pets, or activities that help bring light into the darkness. Similarly, hand2mind’s Express My Feelings Journal helps kids identify emotions and reflect on what makes them feel the way they do. Wellness activities can also be tactile. Educational Insights is investing in the mindfulness trend with new toys such as the My Feelings Bean Bags. Each bean bag features a different emotion and texture, and kids can use the activity guide to help identify their feelings. In a world full of uncertainty, wellness has become part of a larger conversation — and kids are benefiting with activity toys that help them reach their fullest potential. » Jackie Cucco is a senior editor at Adventure Media & Events. She covers toy trends and news for the Toy Book, the Toy Insider, and the Pop Insider. You can visit her on Instagram @saucyjac and say hello to her pet bunny Peepers @thebigpeeps.

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MAKE IT REAL

THAMES & KOSMOS

Juicy Couture Love Letters Bracelets | Ages: 8+ MSRP $19.99 | Available: August 2022

Ooze Labs Rainbow Tie-Dye Lab | Ages: 8+ MSRP: $21.95 | Available: Now

Kids can craft personalized Juicy Couture charm bracelets using heishi beads, letter beads, charms, thread, and elastic cord.

Kids can use the measuring beaker to create dye solution and tie-dye accessories while learning about color mixing. The set includes two scrunchies, two pairs of socks, three nontoxic dyes (red, yellow, and blue), and protective gloves.

CRA-Z-ART Cra-Z-Art Cra-Z Crackle Clay | Ages: 6+ MSRP: $7.99 | Available: Now Kids can mold and sculpt colorful air dry treats with the soft Modelite clay and brush on a special glaze that crunches as it dries. The set includes six bags of Modelite clay in assorted colors, a bottle of magic glaze, a paintbrush, a wooden stick, a cutter, a bag of beads, a mold, and a sheet of nonstick paper.

SPIN MASTER Kinetic Sand Slice N’ Surprise | Ages: 3+ MSRP: $9.99 | Available: Now Kids can create designs with pink, blue, and black Kinetic Sand, then slice, squish, and carve the sand to reveal surprise patterns. The set comes with a storage case that fits the tools and accessories.

JUST PLAY Disney and Pixar Turning Red Deluxe Shrinky Dinks Shrink & Wear Jewelry Set | Ages: 5+ MSRP: $14.99 | Available: Now Kids can color the 63 precut Shrinky Dinks shapes with the included colored pencils; shrink them in an oven or a toaster oven with the help of an adult; then add the pieces to jewelry, barrettes, pins, or keychains. The set also includes adhesive dots, beads, earring hooks, barrettes, keychains, pins, a choker necklace, and elastic string for kids to make their own accessories.

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LEARNING RESOURCES Alphabet Garden Activity Set | Ages: 4+ MSRP: $27.99 | Available: Fall 2022

EDUCATIONAL INSIGHTS Playfoam Sand Ice Cream Sundae Set | Ages: 3+ | MSRP: $21.99 Available: Fall 2022 Playfoam Sand is a soft, shapeable compound. Kids can follow the ice cream order cards and use the scooper to serve the Playfoam Sand as pretend ice cream while honing their fine motor skills.

CHUCKLE & ROAR Chuckle & Roar Ultimate Water Beads Activity Kit | Ages: 3+ MSRP: $14.99 | Available: Now This kit comes with more than 10,000 water beads in jumbo and regular sizes. Kids can add water to the beads to watch them grow. The kit features more than 30 activities, tools, and games, including 10 double-sided activity cards that kids can use to practice numbers, letters, colors, and counting. Kids can also use the included dot art template to help them position color beads onto the learning cards.

Kids can use the 26 letter flower pieces and the interchangeable, double-sided playset to learn about the alphabet, practice spelling, sort letters by color, and match letters and beginning sounds. The set also includes bee pieces for sequencing activities. Kids can store all of the pieces inside the set when playtime is over.

HAND2MIND Numberblocks Reusable Clings | Ages: 3+ | MSRP: $39.99 Available: Now Numberblocks are characters from a TV math series on Netflix and YouTube of the same name. This set includes 142 reusable clings featuring Numberblocks 1-10 and their arms, legs, and facial features, as well as additional poses for some of the characters. Kids can apply the clings to any smooth surface as a decorative element or a learning tool. The clings are easy to apply, clean, and reuse, with no sticky residue left behind.

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CREATIVITY FOR KIDS BY FABER-CASTELL USA

MINDWARE

Butterfly Fairy Door | Ages: 6+ MSRP: $21.99 | Available: Now

This kit includes everything kids need to perform five science experiments, including growing a crystal wand, making a balloon mysteriously inflate, causing beads to become invisible, creating an eruption, and making bubbling potions. The included magician’s handbook also teaches kids chemistry lessons.

Kids can decorate a fairy door with weather-resistant paint, butterflies, and accessories for fairies, including a welcome rock, a gravel path, faux mushrooms, and a flower. Kids can also open the door to decorate the inside with the decorative mirror.

Magic Potion Science | Ages: 3+ | MSRP: $29.95 | Available: Now

KLUTZ Sew Your Own Ice Cream Animals Ages: 10+ | MSRP: $21.99 Available: Now Kids can learn how to sew with this kit that includes precut felt pieces, embroidery thread, a kid-friendly sewing needle, pompoms, stuffing, and cardboard stands. Kids can sew scoops of ice cream that look like animals, including a cat, a koala, a bunny, and more. They can also stitch the animals together to create double scoops, and build a papercraft ice cream truck holder and a dish to store the ice cream animals.

CRAZY AARON’S Hidden Adventure | Ages: 3+ | MSRP: $15 Available: Now This 22-page activity book comes with red decoder putty that kids can use to discover clues and find a missing artifact that is hidden deep in the jungle.

EPOCH EVERLASTING PLAY Aquabeads Mystic Unicorn Set | Ages: 4+ | MSRP: $24.99 | Available: Now Kids can follow along the provided patterns, place Aquabeads onto the included tray, spray the designs with water, and let them dry to create unicorn-themed, beaded art with movable joint pieces and keychains. This set comes with more than 1,500 beads in different shapes and colors, including star beads to add texture and dimension to beaded art.

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BLUE MARBLE National Geographic Flower Garden Growing Kit | Ages: 6+ | MSRP: $19.99 Available: Now Kids can decorate the three stainless steel flower pots with the included paint, paintbrushes, and sticker sheet. Then, they can plant the cosmos, nasturtium, and zinnia seeds and watch their flowers grow over time. The kit also comes with peat pellets, wooden plant labels, a garden shovel, and a learning guide with botanical facts.

CRAYOLA Clay Sculpting Station | Ages: 4+ | MSRP: $24.99 Available: August 2022 The Clay Sculpting Station features a pottery wheel that kids can use to sculpt and paint custom clay creations. The set includes 12 paint pots, four Air Dry Clay pouches, two paintbrushes, two texture plates, a clay sculpting tool, a built-in pottery wheel, and a reusable storage case.

BOOGIE BOARD BASIC FUN! Lite-Brite Stranger Things Special Edition | Ages: 14+ MSRP: $19.99 | Available: Now Kids can create light-up art with this Stranger Thingsthemed Lite-Brite set. It comes with 12 design templates, 650 micro-size pegs, a high-definition grid, retro-style packaging, and features four light modes.

Sketch Pals Ocean Friends | Ages: 4+ | MSRP: $19.99 each Available: Summer 2022 Sketch Pals are clippable doodle board characters that kids can draw on with anything, including the attached stylus, a pen cap, or even their fingernail. When kids push the character’s nose, the doodle board instantly clears itself. The Ocean Friends characters include Clark the Shark, Noa the Narwhal, and Sandy the Sea Turtle.

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FAR OUT TOYS Glo-Up Girls Dolls | Ages: 6+ | MSRP: $19.99 Available: Now These dolls feature elevated styling and offer the full “glo-up” experience including spa, nails, hair, makeup, and fashion choices. Each doll comes with stylish pajamas, more than 25 surprises, and a real beauty mask for kids.

JAKKS PACIFIC Disney’s Encanto Young Mirabel Doll | Ages: 3+ MSRP: $19.99 | Available: Summer 2022 This Young Mirabel Madrigal Doll is inspired by Disney’s Encanto. Mirabel wears a dress featuring authentic film details and designs, and comes with glasses, a hair ribbon, and wears espadrille shoes.

WOWWEE Fashion Fidgets | Ages: 5+ | MSRP: $9.99 | Available: Summer 2022 Kids can combine their favorite play patterns with Fashion Fidgets, a collection of dolls that feature three or four fidgets each. There are 10 different fidget features, including spinners, pop-its, soft press, gears, switches, joysticks, monkey hair, phone wires, and more. Each doll comes with a keychain to attach to a backpack. There are 18 dolls to collect in the first series.

THE LOYAL SUBJECTS Flower Power | Ages: 4+ | MSRP: $19.99 | Available: Holiday 2022 This collection of fashion dolls are protectors of Mother Nature’s creations and shine a light on the importance of caring and maintaining the environment. Each doll comes with a fantastical costume, accessories, and collectible stickers.

MGA ENTERTAINMENT Shadow High Fashion Dolls | Ages: 6+ | MSRP: $29.99 | Available: Now The world of Rainbow High expands with the Shadow High collection, featuring six grayscale fashion dolls. Each doll comes with its own unique style showcased in two signature outfits and individual accessories. All dolls are fully articulated and poseable.

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HUNTER PRODUCTS Call Me Chloe | Ages: 3+ | MSRP: $44.99 Available: Summer 2022 Kids can chat with Chloe on the included pretend smartphone that features more than 30 phrases on a variety of topics such as shopping, music, and travel.

COROLLE

IMC TOYS

Corolle Girls | Ages: 4+ | MSRP: $30.95 each Available: Fall 2022

Cry Babies First Emotions | Ages: 3+ MSRP: $59.99 | Available: Fall 2022

These 11-inch-tall dolls have vinyl bodies with a realistic preteen body shape. Each doll has its own unique personality and passion, such as ballet, fashion, music, and nature. The dolls can sit and stand alone and feature removable feet to easily switch from one activity to the next.

Cry Baby First Emotions makes more than 50 realistic facial expressions and baby sounds. Kids can remove her pacifier and watch as she cries real tears. This doll features rainbow rooted hair and comes with a trendy outfit, including matching shoes. She also comes with four interactive accessories such as a hair comb, a pacifier, a baby bottle, and a rattle.

PURPOSE TOYS Naturalistas Fashion Dolls | Ages: 3+ | MSRP: $12.99+ Available: Fall 2022 Naturalistas are a celebration of natural coils, curls, fashion, and fun. The line represents the beauty and uniqueness of Black hair and provides a medley of facial features, backgrounds, and interests that speak to the modern day African American experience. These 12-inch dolls feature five points of articulation, interchangeable outfits, and themed fashion packs.

JAZWARES CoComelon Snack Time JJ Ages: 2+ | MSRP: $19.99 Available: Now Kids can learn about the importance of eating vegetables with this plush doll inspired by the preschool series CoComelon. JJ wears his snack time shirt, and when kids press his belly, they can hear sounds, phrases, and clips of the “Yes Yes Vegetables Song.” This doll can help young ones to improve their fine motor skills and dexterity.

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MADAME ALEXANDER DOLL CO. Splash and Play — Mermaid Princess or Seahorse Ages: 2+ | MSRP: $54.95 | Available: Summer 2022 These 12-inch baby dolls feature fully submersible cloth bodies and come with squirt toys and bottles. Kids can choose between Mermaid Princess and Seahorse styles. Mermaid Princess wears a mermaid swim set with a fish-scale print and Seahorse wears a striped, seahorse-print swim set.

SPIN MASTER Wizarding World Harry Potter Patronus Packs | Ages: 6+ MSRP: $10.49 | Available: Now Each Patronus Set includes two 3-inch Wizarding World character figures in their Hogwarts house uniforms and their corresponding Patronus. Kids can collect Harry Potter with his stag Patronus and Ginny Weasley with her horse Patronus (pictured), or Luna Lovegood with her rabbit Patronus and Cho Chang and her swan Patronus.

HABA

MATTEL

Mini Doll Matteo, Talisa, and Hertha Ages: 0+ | MSRP: $14.99 Available: Now

Monster High Haunt Couture Dolls | Ages: 18+ MSRP: $74.99 | Available: Now These dolls feature the original Monster High ghouls wearing hauntingly chic, runway-ready renditions of their iconic outfits. Collectors can choose from Frankie Stein, Draculaura, and Clawdeen Wolf. Each doll comes with a signature Skullette hairbrush and a Top-Eekret collectible diary. Additional characters will join the lineup later this year.

These 6-inch mini dolls feature soft padding and down fabric. Kids can collect three characters: Matteo, Talisa, and Hertha (pictured.)

HASBRO Baby Alive Princess Ellie Grows Up! Doll | Ages: 3+ MSRP: $62.99 | Available: Summer 2022 The Baby Alive range expands with this talking doll that grows little by little with kids’ care and response. Princess Ellie features more than 75 sounds and phrases, and whenever she grows, a twinkly chime plays. Bouncing movements and pretend feeding and drinking help her grow and get taller. Kids can track her height with the included growth chart.

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GUND My First Friend Ages: 0+ | MSRP: $45 Available: Now

PMI Brawl Stars 12-inch Plush Collection | Ages: 8+ MSRP: $19.99 Available: Fall 2022

This 18-inch plush bear is designed to be a luxurious companion for babies that can become a lifelong keepsake. The soft plush My First Friend comes in three colors: rose pink, blue, and tan.

Kids can snuggle or battle with 12-inch plush characters inspired by the Brawl Stars mobile game. The Brawl Stars Huggable Plush (pictured) is soft and cuddly, while Brawl Stars Buddies are designed for kids to collect and brawl. There are four different Buddies available.

ISCREAM FREE-Z-ICE Plush Ages: 9+ | MSRP: $43 Available: Now Tweens and teens can snuggle up to this strawberry-scented FREE-Z-ICE pack. It comes with three removable plush ice pops in a fleece bag with embroidered details and a zipper closure for easy storage and transportation.

AURORA WORLD Eco Nation | Ages: 0+ | MSRP: $9.99-16.99 | Available: Now This premium collection of 5- and 8-inch plush characters is manufactured using 100% recycled materials sourced from plastic bottles. The collection expands this year to include new characters with realistic features and embroidered eyes. Every element of Eco Nation plush is made from recycled materials, from the inner filling to the retail hangtags.

STEIFF Ben & Mila Teddy Bears Ages: 12 MOS+ | MSRP: $39.95 each Available: Summer 2022 Steiff celebrates the 120th anniversary of Richard Steiff’s invention of the Teddy Bear. Ben (pictured) and Mila are brother and sister bears that are part of a Teddy Bear Family of four (each sold separately). Ben and Mila are craft from ultrasoft, huggable fleece fabric.

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BONKERS TOYS LankyBox Plush | Ages: 6+ | MSRP: $9.99 | Available: Fall 2022 This new collection of plush collectibles is inspired by Justin and Adam, stars of the LankyBox YouTube channel, and their animated characters, including Boxy and Foxy. The LankyBox plush collection will be feature an unboxing experience for kids and collectors alike.

JAZWARES Squishmallows Fuzz-A-Mallows | Ages: 0+ MSRP: $14.88 | Available: Now The Squishmallows brand expands with Fuzz-A-Mallows. This new range of plush characters adds a textural twist to the classic Squishmallows look with a fluffy fuzz exterior.

BASIC FUN! Cutetitos Islanditos | Ages: 3+ | MSRP: $9.99 Available: Fall 2022 Kids can collect 10 new Animalitos Cutetitos in a new island-inspired theme. Each super-soft stuffed animal comes wrapped in a blanket that kids unroll to discover the plush friend inside. New characters include Mermaidito, Reyito, and Lobsterito. Each Islanditos plush comes with a pet collector card that includes details on name, species, birthday, and more.

MOOSE TOYS Dance & Play Bluey Ages: 3+ | MSRP: $49.99 Available: July 2022 This interactive feature plush Bluey says more than 55 phrases from the animated preschool series. Bluey moves her arms and legs and invites kids to play along with three activities: talking, singing, and dancing. She also sings four songs and plays three different games.

TOMY Club Mocchi- Mocchi- Kirby 30th Anniversary Mega Plush Ages: 3+ | MSRP: $32.99 Available: Now Kids and families can celebrate the 30th anniversary of the popular character from Nintendo video games with this commemorative puffy pink plush. The Kirby Club Mocchi- Mocchi- plush was designed in Japan and features a squishy texture that is super soft to the touch.

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CUDDLE BARN Wawa the Froggie | Ages: 0+ | MSRP: $19.99 | Available: Now Kids can collect several, soft plush versions of Wawa the Froggie in his various forms. Cuddle Barn’s new assortment includes Froggie as a magical frog prince, a strawberry frog, a riceball frog, a bumble bee frog, and a fairy unicorn frog, each sold separately.

WILD REPUBLIC Monsterkins | Ages: 3+ | MSRP: $11.99-29.99 | Available: Now Monsterkins are an eco-friendly line of plush monsters that are crafted using fully sustainable methods and come with a backstory that teaches kids about sustainability. The 8- and 18-inch plush characters — Dusk, Grom, MK, Muck, Trash Foot, Trashzilla, Vinnie, and Vish — each represent a piece of the environment. As the story goes, Monsterkins thrive on eating trash. Each toy is created using 3-26 plastic water bottles.

JAKKS PACIFIC Chip and Potato Jumbo Plush Ages: 2+ MSRP: $24.99 Available: Fall 2022 Kids can cuddle up with Chip and her tiny mouse friend, Potato, the titular characters from the Netflix animated preschool series Chip and Potato. The 14-inch Chip is a soft-bodied plush that includes a removable, Potato plush that fits in her pocket.

MATTEL Disney and Pixar Lightyear Robot Companion Sox Feature Plush | Ages: 3+ MSRP: $39.99 | Available: Now

DOUGLAS Soft Dolls and Matching PJ Pups | Ages 3+ | MSRP: $9-20 Available: Now Kids will find a new companion with this new collection of 13-inch soft dolls. Each doll comes in PJs and can be paired with a 4-inch PJ Pup (sold separately).

Kids can press Sox’s front paw to activate more than 20 phrases from the upcoming Disney and Pixar animated film Lightyear. Sox features soft fur, stitched details, and a blue collar with a silver nametag. Sox’s mouth moves along with the sounds as he speaks.

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UNCANNY BRANDS Marvel’s Kuricha Chibi Plush | Ages: 3+ | MSRP: $19.99 Available: Now Kids can collect Marvel heroes and villains, including The Watcher, Thanos, Korg, and Alligator Loki with this new range of hand-sewn plush. Kuricha plush toys are inspired by Japanese chibi artwork and have weighted bottoms and can sit on their own.

CEPIA Kittens vs Gherkins | Ages: 4+ | MSRP: $9.99 Available: Fall 2022 The Cats vs Pickles brand expands with Kittens vs Gherkins. The 3-inch, bean-bag plush characters are itty bitty kittens and little baby pickle versions of the core Cats vs Pickles characters, including Lil Mint Chippie, Lil Galactikitty, and Lil Joey. Each two-pack mystery bag comes with a sensory crinkle blanket that kids can fidget with along with their plush.

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SQUAREGLES Starter Set | Ages: 4+ MSRP: $124.99 Available: Now This 105-piece building set includes magnetic frames and 3D panels for kids to create different structures and stories. Kids can pop the panel pieces in and out of magnetic frames to build, play, redesign, and repeat. The Starter Set also introduces kids to early STEM and storytelling skills.

MINDWARE MATTEL MEGA Bloks Green Town Build & Learn Eco House Ages: 1+ | MSRP: $29.99 | Available: June 2022 Toddlers can learn about green behaviors like using renewable energy, playing outside, and being mindful of energy consumption with the Build & Learn Eco House. This building set comes with 89 big building blocks and three rolling wheelbases. Kids can build a house, four mix-and-match characters, a rolling electric car, two rolling bicycles, a greenhouse with veggies, solar panels, and turning wind turbines. MEGA Bloks Green Town building sets are certified CarbonNeutral products by Natural Capital Partners. The packaging is 100% recyclable and made from recycled material.

EDUCATIONAL INSIGHTS Design & Drill Bolt Buddies Barn | Ages: 3+ | MSRP: $44.99 Available: Fall 2022 With the new Design & Drill Bolt Buddies Barn playset, kids can use working play tools to build a farm with the help of the Bolt Buddies farmer and animals. They can use the kid-friendly screwdriver to twist in colorful bolts as they build early fine motor, engineering, and creativity skills. This barn playset doubles as a carrying case and storage, and kids can expand the scene with a farmer buddy and tractor set, which is sold separately.

Spin-Gineer Ages: 8+ MSRP: $74.95 Available: Now With this activity set, kids can use friction to safely weld together plastic I-beams to assemble a bridge that measures almost 2 feet tall with the included plans, or build any creation they think up on their own. Once the beams are in place, kids can watch as the welding tool spins and melts the welding rod, holding the structure together.

FAT BRAIN TOY CO. Upstruction | Ages: 8+ | MSRP: $24.95 | Available: Fall 2022 Kids can use I-beam pieces to build up a structure to get their worker to climb higher and higher. They can also use the Stop Work signs to block their opponents and the Crossbars to turn their opponent’s work into their own. But, as they build, they have to be careful of one unbalanced beam causing the whole structure to collapse.

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PIX BRIX Iconic Buildings Series | Ages: 9+ | MSRP: $129.99 (Empire State Building); $169.99 (Eiffel Tower) Available: July 2022 These sets, which are the largest in the Pix Brix collection, each come with Pix Brix pieces, a color-coded template, a PB tool, and a mounting kit. Builders can construct a pixelated version of either the Eiffel Tower in Paris or the Empire State Building in New York City, then display them as art. The finalized Eiffel Tower set measures approximately 24.5 by 55.25 inches, while the finished Empire State Building set measures about 19 by 52 inches.

UNICHE COLLECTIVE Korko Starter Block Set | Ages: 18 MOS+ | MSRP: $24.99 Available: Fall 2022 This starter set features 20 cork blocks in eight different shapes. Kids can use the lightweight and soft blocks to improve motor skills, hand-eye coordination, spatial awareness, critical thinking, and problem solving. These durable blocks naturally float on water and feature natural surface friction so they can stay in positions that traditional wooden blocks could not. The eco-friendly blocks are made from 100% natural and sustainable cork, which makes them fully renewable, biocompatible, and recyclable.

NEVER WRONG TOYS Laser Pegs Iron Octopod | Ages: 8+ | MSRP: $29.99 Available: Now Kids can construct this 8-legged, deep-sea exploring capsule using light-up bricks, then dive deep into their imaginations with the included adventure-ready Laser Pegs action figures.

KAWADA Kirby 30th Anniversary Nanoblock Character Collection | Ages: 12+ MSRP: $12 Available: August 2022 Kids can build up the fan-favorite Nintendo character with this 220-piece building set. Once completed, this build that celebrates Kirby’s 30th anniversary stands approximately 2.75 inches tall.

MAGFORMERS Magformers STEM Starter Builder 15Pc Set | Ages: 3+ MSRP: $26.99 | Available: Fall 2022 This set, which features Magformers magnetic building pieces, includes different shapes to introduce kids to STEM concepts. The set includes 15 pieces featuring equilateral triangles, squares, circles, an inner circle square, a rectangle, and the Magformers logo square.

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ELENCO Snap Circuits MyHome | Ages: 8+ | MSRP: $74.99 Available: Now Kids can build working circuits and learn how electricity in their home works. With this set, they can build a house or a city tower with the approximately 60 included parts and 25 projects. Through building, kids will learn about circuitry, security systems, dimmer switches, automatic lights, alarms, motion detectors, fan speeds, appliance motors, generators, and more.

CONNETIX TILES LUKI LAB

Connetix 80 Piece Pastel Ball Run Expansion Pack Ages: 3+ MSRP: $115 Available: Now

Pinxies Butterfly Hot Air Balloon | Ages: 6+ | MSRP: $29.99 Available: Fall 2022 The newest set in the Pinxies STEM-authenticated line of building sets includes a Koral character figure, graphic paperboard panels, colorful plastic building links, accessories, and a sticker sheet. The set is compatible with all Pinxies building sets.

ARCKIT GO Eco | Ages: 10+ MSRP: $94.95 Available: Now Kids can create a collection of realistic, sustainable house designs that reflect modern energy-efficient homes. The kit includes eco-friendly building materials and introduces builders to sustainable and efficient construction while they also learn about architectural design. The set features 117 pieces; reusable decals; and cardboard pop-outs, including a wind turbine, solar panels, a water harvestiation tank, an air source heat pump, figures, trees, and furniture. It comes with an introductory booklet and four additional designs are available online.

This 80-piece, pastel building set features an X shape for misdirection, double-entry bowls for new ways to collaborate and race, and spiral pieces. It also features connector pieces in eight pastel colors; clear, fluted tubes; and quarter pieces for twists and turns. The Ball Run Expansion Pack is compatible with all other Connetix Tile packs.

CUBLES Cubles | Ages: 7+ MSRP: $6.99 Available: Now Cubles are a mashup between origami, puzzles, toys, and crafts. Each figure is made up of heavyweight CubleStock paper and features a patented key system that allows parts to move freely through articulation. The Cubles line expands this year with licensed characters from properties such as My Little Pony, Transformers, Minecraft (pictured), and more.

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GEOMAGWORLD Geomag Glitter Recycled 60 pcs | Ages: 3+ | MSRP: $50 Available: Now Joining Geomagworld’s Recycled collection — made from 100% recycled plastic — this year is the Glitter line, which features sparkling pieces. With Geomag sets, kids can build 3D structures with the magnetic building pieces.

THE LEARNING JOURNEY INTERNATIONAL Techno Tiles Super Building Set | Ages: 4+ MSRP: $31.99 | Available: Now Kids can connect the shaped tiles with the snap-on connectors. The set features more than 400 pieces including squares, small triangles, large triangles, two-way connectors, and four-way connectors. Techno Tiles building sets help kids learn about basic geometry, construction, engineering, and architecture.

ALISA TOYS Blockformers Transconnector Series — Megasamurai Ages: 6+ | MSRP: $8.99-53.99 | Available: Now

LEGO LEGO City Space Rocket Launch Center | Ages: 7+ MSRP: $149.99 | Available: Now With NASA-inspired features, this playset includes a launch tower and an SLS-inspired rocket with room for two astronaut minifigures and a planet rover. Kids can role play with an observation dome and launch control center, a service vehicle, a drone, and seven included minifigures.

This series features six building block sets that kids can use to build a vehicle that transforms into a robot and back again without disassembling. Kids can combine each of the individual sets to make a Megasamurai. The sets are available as individual vehicles ($8.99) or in a set of six vehicles ($53.99).

MVW HOLDINGS INC. DBA MAGNA-TILES HEXBUG Black Widow | Ages: 8+ | MSRP: $39.99 | Available: Fall 2022 This eight-legged robotic creature features a larger motor, 360-degree steering, and an LED forward eye. The two-channel, rechargeable remote control enables the user to operate multiple bugs independently or at the same time. This new creature is the largest member of the HEXBUG mechanical family.

Magna-Tiles 84-Piece Storage Bin Bundle | Ages: 3+ MSRP: $134.99 | Available: Now Kids can unzip this storage bin into an interactive playmat. With the mat, kids can learn colors, shapes, math, science, and more. Kids can also practice good habits when it’s time to clean up after a play session.

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VTECH Turn & Learn Ferris Wheel Ages: 6 MOS+ MSRP: $15.99 Available: Now Babies can take a spin on this Ferris wheel — no tickets required — as they learn about animals, numbers, and objects while listening to playful sounds and four sing-along songs. When they press the friendly yellow lion, black-and-white zebra, and blue elephant buttons, they’ll hear the animals introduce themselves, numbers, and objects using their own unique voices. Each spin plays sounds and songs with three flashing stars.

LEAPFROG Ironing Time Learning Set | Ages: 18 MOS+ | MSRP: $14.99 Available: Now Press into learning about shapes, colors, and counting with this motion-activated set, which plays songs, silly phrases, and sound effects when toddlers move the iron back and forth. There are more than 10 learning activities featured, including counting, singing along to the alphabet, and more. Three buttons show kids numbers, colors, and shapes. Kids can press the buttons to hear interactive phrases and questions like “Now iron something with three circles.”

COMPACTOYS 7in1 Sand Toys | Ages: 18 MOS+ | MSRP: $19.99 | Available: Now Goodbye plastic bags filled with sand toys, hello compact packaging. The 7in1 Sand Toys set comes with seven beach toys, including a bucket, a sieve, a shovel, a rake, and three ice cream scoops. Kids can dig, shape, sieve, and rake in the sand, then pack it all up as one unit.

ADK EMOTIONS NY Beyblade Burst QuadDrive Cosmic Vector Battle Set (Hasbro) Ages: 8+ MSRP: $41.99 Available: Now Let it rip! Kids can launch into head-to-head battles with this latest Beyblade set, which comes with a QuadDrive Cosmic Vector Beystadium, two right/left-spin launchers, two path diverters, and two spinning tops. Beyblade Burst QuadDrive tops are the first 4-in-1 battle tops that kids can configure in four different ways.

WOWWEE Hasbro Splash Games Collection by WowWee Ages: 6+ MSRP: $19.99 Available: Now These outdoor games put a splashy twist on classic board games you love! Twister Splash Game (pictured), Crocodile Dentist Splash Game, or Operation Splash Game versions are available, each featuring elements of the iconic board games — but now they spray water.

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UNI NEUE BOLD 9PT Star Trek: Prodigy figures Source: Playmates Toys

Bringing Star Trek’s First Kid-Focused Series to Store Shelves by MADELEINE BUCKLEY, senior editor STAR TREK MAY HAVE FIRST FLOWN its starships into pop culture consciousness more than five decades ago, but this ever-expanding franchise of space adventures continues to — as the Vulcans would put it — live long and prosper. Even after all these years, the Star Trek universe is constantly growing, changing, and experimenting with new types of content. One of the more recent additions to its expansive catalog of intergalactic stories is the animated series Star Trek: Prodigy. While Star Trek movies and

shows have always attracted fans across a wide age range, this new addition is the first Star Trek title that is specifically designed for kids. Produced by Nickelodeon Animation Studio and CBS Studios, the series debuted late last year on Paramount+ and will air on Nickelodeon in the U.S. later this year. It follows a group of teenage characters who are forced to work in a mining colony overseen by the mysterious Diviner. One day, they discover the U.S.S. Protostar, a derelict Starfleet ship. They board the ship and take off,

kick-starting an epic adventure as they set course for Starfleet while trying to outrun the Diviner. The show is not only kid-friendly in its content, but also in its design. It is the first Star Trek show with 3D animation, and its cast of characters is as colorful and visually diverse as the worlds they explore. The intrepid young escapees include Dal R’El, a purple humanoid who captains the crew; Rok-Tahk, a Brikarian with red, rocky skin; and Zero, a Madusan (a non-corporeal, energy-based life form) who lives in a self-made suit.

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According to Veronica Hart, executive vice president of global franchise planning for Paramount, creating this diverse cast of characters was a key component of the show. “When developing the Prodigy series and toy line, we wanted to make sure that kids could find aspects of themselves reflected in the characters and that they could use that as a springboard to immerse themselves in the resulting consumer products,” she says. Now, as Prodigy awaits its already-greenlit second season, Paramount has started partnering with merch makers to create those consumer products offerings. The first licensing partner on board for this series was Playmates Toys, which has a history with the Star Trek franchise. The company first created Star Trek toys back in the ‘90s and has also frequently partnered with Paramount Consumer Products for Teenage Mutant Ninja Turtles toys. This long-standing relationship made Playmates Toys a natural fit to create action figures, vehicles, and other toys inspired by the series. Playmates Toys will debut its Prodigy offerings with figures of the core six characters and the hologram version of Kathryn Janeway, who appears in this series to help guide the U.S.S. Protostar. The first five figures — Dal R’El with Murf, Gwyndala, Jankom Pog, Hologram

Source: Playmates Toys

A still from Star Trek: Prodigy Source: Nickelodeon Animation Studio

Janeway, and Zero — will be available this October, followed by Rok-Tahk early next year. These 1:14-scale figures feature 14 points of articulation and come in blister packaging with updated, show-specific design elements. According to Playmates Toys’ Vice President of Marketing John Stelzner, the same sculptors who made the company’s Star Trek toys in the ‘90s returned to work on these figures (and Playmates Toys’ other new Star Trek offerings). While that aspect of production stayed the same, Playmates Toys did introduce some new technology to help capture these characters’ dynamic appearances, including a UV printing process for the head deco. “The characters from this series all have a unique look that is both rich in detail and yet still very familiar in a lot of ways,” Stelzner says.”We love the character designs that Nickelodeon and the show producers came up with.” He also notes that this show and its premise easily lend themselves to classic play patterns for kids, including good versus evil adversarial play and figures interacting with vehicles and ships. In fact, Playmates Toys’ Prodigy collection will expand to include ships, vehicles, and role-play toys next year. Along with the distinct visuals, another through-line for both Prodigy and its consumer products is its cross-generational

appeal. “The [Prodigy] viewer does not need to be familiar with the Star Trek universe, so it’s a great entry point for the brand, but there are enough winks and nods to its history that co-viewing parents will enjoy just as much as their kids. … We will never ignore our lifelong fans, as they are the backbone of the brand. For Prodigy, we know that both kids and collectors alike will gravitate toward the series and, in turn, the October toy launch,” Hart says. This balance is something Playmates Toys specifically paid attention to while creating its toy line, Stelzner says. “When developing and sculpting our Prodigy figures, we want them to be able to stand on their own, but still not be completely separate from the full Star Trek universe. … Both the show and our toy line are unique, but everything about them will also thrill the long-time Star Trek fan.” While fans’ reactions to these figures have been positive, they are just the start for the show’s consumer products line. There is already a selection of Prodigy-inspired home goods and apparel available from the Official Star Trek Shop, including mugs, T-shirts, and blankets — and Hart says there are additional partnerships on the way. “We’ll have updates to share soon, but key categories of gaming, publishing, and softlines are all underway and we are exploring additional partners to round out the product offerings,” she says. “This is just the beginning!” » THEPOPINSIDER.COM | #FuelYourFandom toybook.com | MAY 2022 | THE TOY BOOK | 63 63

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Ada Twist, Scientist celebrates the wonders of everyday science. by JACKIE CUCCO, senior editor WHY IS THE SKY BLUE? WHAT IS A bird’s nest made of? How does electricity work? The world is full of mysteries, but as the Ada Twist, Scientist theme song says, “a mystery, a riddle, a puzzle, or a quest, there are wonders to discover and hypotheses to test!” Ada Twist, Scientist is an animated series on Netflix that follows 8-year-old scientist Ada Twist and her two best friends, Iggy and Rosie, as they ask big questions and work together to find out how things work. As much as science is based in logic and fact, Ada Twist shows kids that it’s full of wonder and discovery as well. Inspired by female intellectuals and scientists like Ada Lovelace and Marie Curie, Ada Twist, Scientist made its debut in 2016 as a picture book written by Andrea Beaty and illustrated by David Roberts. The story was well-received, debuting at No. 1 on The New York Times’ Best Sellers list for Children’s Picture Books and spending 47 total weeks on

the list. Through their production company Higher Ground Productions, Barack and Michelle Obama teamed up with Doc McStuffins and Vampirina creator Chris Nee In the series, Gabby shrinks down when she to make a TV adenters the dollhouse. | Source: NBCUniversal aptation of Ada Twist, Scientist for Netflix that Iggy, Ada, and Rosie use science lessons to learn about the world. | Source: Netflix launched last fall, followed by a second season that Ada is a young Black girl who is fascinatpremiered in January. ed by STEM and comes from a loving, supportive family; Rosie is a rough-andMODERN REPRESENTATION tumble girl who lives with her single Women in general — and especially mom; and Iggy is an anxious kid being Black women — are vastly underrepraised by divorced parents who are workresented in STEM careers. Ada Twist, ing to co-parent him in a healthy way. Scientist celebrates the talent of girls “I think it’s especially relevant to and women in STEM while showcasing a today’s kids because of the way these Black main character and modern family characters are depicted, the diversity, and dynamics to bring much-needed diversity representation inherent in the world of to picture books, kids’ entertainment, the show and the characters’ lives,” Grant and even the consumer products aisle says. “Ada Twist, Scientist helps create with a new toy line from Just Play. more representation and visibility simply “We had a great foundation with the by Ada’s presence. She literally shows litbooks, but had to create a world beyond tle Black girls everywhere what’s possible the borders of them,” says the series’ through her beingness, using storytelling showrunner and co-executive producer in a medium (TV) that is potent, mesKerri Grant. “We had to ask ourselves merizing, and highly influential. Seeing who these characters were and who they oneself represented is a powerful thing were to each other.” and, hopefully, Ada serves as a bright, The TV series expands on the book’s curious, and creative trailblazer for Black characters by adding more dimension girls who might never have otherwise to their friendships and their family lives. seen themselves reflected.”

Ada Twist and her family | Source: Netflix

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ASKING BIG QUESTIONS Whether the characters are trying to tune a piano for a living room recital, revive a wilted garden, or bake a chocolate cake for Ada’s dad when her mom forgets their anniversary, they use scientific methods to solve everyday problems. They dig deep to question the things they don’t know and experiment to find answers, even if they face some failures along the way. The show makes science relatable, encouraging curiosity and perseverance without hiding behind magical tropes. In addition to the animated storylines, each episode incorporates segments featuring actual scientists and experts, such as a botanist explaining how plants adapt to grow in the desert, a pastry chef discussing the role of baking soda in cooking, and a microbiologist divulging what makes some cheeses so stinky. “I think most people think of scientists as largely old white men in white lab coats in sterile labs. We wanted to show people in a variety of ‘labs’ to show that a lab can be anywhere — on a boat at sea, in a field of desert plants, in a brush populated by lizards, anywhere,” Grant says. “And we wanted to say with our chests: ‘This is what a scientist looks like,’ featuring a scientist who’s a woman, a woman of color, or a man of color, someone who studies laughter, pastries, or dinosaur fossils.” PLAY SPARKS CURIOSITY The Ada Twist, Scientist brand translates seamlessly into hands-on toys that give kids the chance to experiment for themselves. Just Play launched a collection of Ada Twist toys at Walmart last fall that includes a lab set, a doll, plush characters, a dress-up set, and an interactive notebook to help spark kids’ curiosity in the playroom. This year, the toy line will launch at other retailers as well, along with new additions that include customizable Create-A-Lab Playsets, a Singing Ada Plush, role-play items, and more. “STEM is an important part of kids’ growth and development, and the show and products deliver this in an entertaining and engaging way that both parents and kids really enjoy,” says Just Play Brand Manager Gabby Moyer. The toys stay authentic to the show

by giving kids opportunities to make their own discoveries. For example, the Singing Ada Plush sings “The Scientific Method Song” and comes with an experiment card that kids can follow for a fun family activity. The On-The-Go Lab Set also includes experiment cards, as well as functional tools that kids can use to conduct experiments at home. Kids can use the funnel and test tubes to pour liquids into beakers or use the pencil-shaped ruler and the ladybug scale to measure items. “Ada Twist is all about kids figuring out the whos, whats, wheres, whens, hows, and whys of the scientific method, and this line allows them to explore these questions,” Moyer says. There is also a range of Black-owned companies creating products inspired by Ada Twist, Scientist, including My What Box, Puzzle Huddle, UNWRP, and FOLKUS. My What Box offers a curated kit full of STEM activities based on episodes from the show. The Ada Twist, Scientist Plant Life Cycle STEM Box takes inspiration from the “Garden Party” episode, in which Ada and her friends use their observation skills and test hypotheses to figure out what kind of conditions plants need to thrive. The kit includes seed packets, planting pots, soil pellets, and other materials that kids can use to grow flowers and perform experiments. Consumers can also look for Ada Twist jigsaw and floor puzzles from Puzzle Huddle, gift wrap and greeting cards from UNWRP, and a notebook gift set from FOLKUS. In addition, readers can dive into an Ada Twist nonfiction series and activity books from Abrams, with additional nonfiction books and seasonal storybooks planned for this year. Fifth Sun is offering print-on-demand T-shirts with more than a dozen different Ada Twist designs, and West Elm Kids is offering an assortment of science-themed bedding, home decor, and furniture inspired by the series, allowing fans to surround themselves with all things Ada Twist. Through thought-provoking episodes and engaging consumer products, Ada Twist, Scientist weaves science lessons into kids’ lives like a double helix, emboldening them to ask big questions and teaching them that they should never be afraid to be the smartest one in the room. »

Ada Twist, Scientist Singing Ada Plush (Just Play) Ages: 3+ | MSRP: $19.99 Available: Target, Walmart

Ada Twist, Scientist Books (Abrams) Ages: 3+ | MSRP: $12.99 each | Available: Amazon, Barnes & Noble, Books-A-Million, Bookshop

Ada Twist, Scientist Puzzles (Puzzle Huddle) Ages: 3+ | MSRP: $11.95-24.95 Available: puzzlehuddle.com

Ada Twist, Scientist Plant Life Cycle STEM Box (My What Box) | Ages: 3+ | MSRP: $24.99 Available: Walmart, mywhatbox.com

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New Toys, Books, Apparel, and More Featuring Kids' Favorite Characters

PIX BRIX Wild Kratts x Pix Brix | Ages: 6+ | MSRP: $14.99-16.99 Available: Summer 2022 Kids can collect and build their favorite Wild Kratts creatures and characters with these contstruction sets. With Pix Brix, kids can create 2D pixel art and 3D builds with only one design — no baseplate, iron, water, or glue required. There are five kits to collect in the first series.

MATTEL MEGA Pokémon Motion Pikachu Ages: 12+ | MSRP: $89.99 Available: Amazon Gotta build ‘em all! Build a detailed, mechanized Pikachu with this 1,092-piece construction set, which includes a display case. Once they construct Pikachu, kids can turn a crank to activate its moving legs, feet, and tail.

EPOCH EVERLASTING PLAY Super Mario Balancing Games Plus | Ages: 4+ MSRP: $12.99 each | Available: Summer 2022 Kids can spin the arrow to find out how many characters they must place onto the wobbly stage without toppling them over. Each themed set includes a balancing stage in sky, underwater, or desert styles; a spinner; and 4-5 different collectible characters, including Mario, Lakitu, Cheep-Cheep, Deep-Cheep, Monty Mole, and more. Each game comes with its own set of characters, which are interchangeable across all Epoch Super Mario Game sets. Kids can link multiple stages together to create a collector stand to showcase the figures (pictured).

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THAMES & KOSMOS

SMART POP BOOKS

Jurassic World Dominion Dinosaur Dig — Blue, T. Rex, and Amber Ages: 6+ | MSRP: $19.95 Available: June 2022

Star Trek: My First Book of Colors Ages: 0-2 | MSRP: $11.99 Available: Sept. 6

With this STEM kit, kids can hunt for evidence of dinosaurs. Use the special hammer and chisel tools to carefully excavate models of a fossilized T. rex skeleton; a mosquito encased in amber; and a figure of Blue the velociraptor. Kids can assemble the T. rex skeleton and then put these specimens on permanent display in their own dinosaur exhibit. Learn about how fossils form, how DNA traces might be found in amber, and fun facts about each of the dinosaurs.

Young Trekkies can explore strange new worlds and see the universe through the eyes of a Starfleet cadet. Enjoy original illustrations of a “shiny silver” space station; a “Gorn green” captain; Starfleet officers wearing blue, yellow, and red shirts; and more. This pop-culture primer is filled with more visual Easter eggs and jokes than there are tribbles, so adults will love it, too!

CREATEON Goodnight, Daniel Magna-Tiles Ages: 3+ | MSRP: $44.95 Available: createon.com This interactive building set comes with 17 magnetic pieces that kids can use to build structures that are designed to teach healthy bedtime routines. Kids can sequence the tiles, which feature tasks such as bathtime, putting on pajamas, brushing their teeth, storytime, and singing lullabies.

MOOSE TOYS Heroes of Goo Jit Zu — Sonic the Hedgehog | Ages: 4+ | MSRP: $13.99 Available: Target, Walmart

HORIZON GROUP USA Miraculous Spots On! Beauty Makeover Ages: 6+ | MSRP: $16.99 Available: Amazon

The Blue Blur gets super squishy and stretchy as part of the Heroes of Goo Jit Zu movie character lineup. Stretch Sonic’s arms and legs and watch him grow up to three times his size. Each of the Goo Jit Zu characters feature their own unique goo filling and decorative details.

This DIY beauty set comes with nail polish, nail decals, stick-on nails, colored hair extensions, and clip-on earrings. The nail polish comes in shimmery blue, pink, and purple, and the hair extensions come in blue, red, and yellow. Kids can create an ombre effect by layering the different colored hair extensions on top of each other, or keep it simple with streaks of color.

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LEGO LEGO Jurassic World Quetzalcoatlus Plane Ambush | Ages: 7+ MSRP: $39.99 | Available: lego.com Kids can collect and build an epic scene from Jurassic World Dominion with this 306-piece building set. The airplane features a cockpit, spinning propellers, an opening cargo hold, and breakaway engines for when the 11.5-inch Quetzalcoatlus attacks. This set comes with Owen Grady, Claire Dearing, and Kayla Watts character minifigures.

WOWWEE Twilight Day Care Collectible Baby Dolls — Blind Box | Ages: 5+ | MSRP: $12.99 Available: Fall 2022 Kids can get all the fun of Roblox’s Twilight Daycare game IRL. Each doll, inspired by a baby from the game, comes with a costume and a toy. Dolls range across three different rarity levels: common, rare, and super rare. They also come with codes that are compatible with the Twilight Daycare game to redeem characters and accessories.

BABY FANATIC

SPINBRUSH

Major League Baseball 3-Piece Gift Set | Ages: 0+ MSRP: $22.50 | Available: Amazon

Love, Diana Kids’ Spinbrush Toothbrush | Ages: 3+ MSRP: $5.72 Available: Walmart

Step up to the plate and get your little one on the baseline to fandom with this 3-Piece Gift Set that is officially licensed by Major League Baseball (MLB). Each set includes a bib, a bottle, and a pacifier, and is available in a multitude of styles adorned with the colors and logos of your favorite MLB teams.

Brush up with Diana! This toothbrush features small, soft-bristle power heads designed to fit smaller mouths and an ergonomic design that is meant to fit kids’ hands for a comfortable grip. The stationary lower bristles are topped with a spinning head that oscillates to clean, even in between teeth and gums. The improved kids’ Spinbrush design features faster spinning action and a longer battery life.

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PI KIDS Jurassic World: Look, Listen, ROAR! | Ages: 3+ MSRP: $15.99 Available: Walmart It’s an interactive book 65 million years in the making. Kids can see, hear, touch, and explore the dinosaurs of Jurassic World with this touch-and-feel textured sound pad that features six interactive buttons.

JAZWARES Squishville Deluxe Medium Playset Assortment | Ages: 3+ MSRP: $27.99 Available: Summer 2022 Kids can go on more adventures with the pint-size, squishy Squishville characters this year. New Squishville playsets include the TipTop Treehouse, the Squishville Day Spa (pictured), and the Glamping Getaway. Each playset includes a 2-inch Squishmallows plush, two large accessories, and a themed playscene. The Squishville toy world is made with super-soft filling and features vehicles, playsets, and favorite Squishmallows characters.

BONKERS TOYS Aphmau Mystery MeeMeow Plush Ages: 5+ | MSRP: $9.99-12.99 Available: Amazon, Walmart This plush cat collection is the first toy line for Aphmau, the top female-led gaming channel on YouTube. Each blind-box mystery plush is a different style of cat, with variations such as Cheeseburger Cat, Donut Cat, and Taco Cat in the first “Litter,” which is available now. Litter 2 will be available this fall.

BANDAI Toy Story Tamagotchi Ages: 8+ | MSRP: $19.99 Available: Amazon (preorder) Care for and play with your favorite toys from Toy Story. Play with Woody to determine what character you’ll be introduced to next. There are 17 Toy Story characters to interact with, including two secret ones for kids to unlock and special visitors throughout the day. There are a variety of ways to keep your Tamagotchi happy: Play with your toys, clean them so they don’t get dusty, or play one of the three mini games.

BASIC FUN! Care Bears 40th Anniversary Care-a-Lot Bear | Ages: 4+ | MSRP: $19.99 Available: Fall 2022 The Care Bears turn 40 this year — and that’s a lot of kindness to celebrate! Meet Care-a-Lot Bear, the very first bear to exist in the magical kingdom of Carea-Lot. This special collector’s edition bestie features super-soft, multicolored plush with a silver shimmer effect throughout its fur. The bear comes with a shimmery belly badge, a 40th logo embroidered on the foot, and a certificate of authenticity.

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JUST PLAY That Girl Lay Lay Freestylin’ Fashion Doll | Ages: 6+ | MSRP: $19.99 Available: Amazon, Target , Walmart

PMI INTERNATIONAL Brawl Stars 4.5-inch Action Figure 1 Pack Ages: 8+ | MSRP: $12.99 Available: Fall 2022

Drop a beat with the That Girl Lay Lay Freestylin’ Fashion Doll. Dressed to slay in her next rap battle, this Lay Lay doll comes with a varsity jacket, running pants, and mix-and-match kicks. Kids can also decorate her outfit with cool patches and give her a new hairstyle.

Based on the Brawl Stars mobile game, this toy line features five collectible versions of the most popular original brawlers. Each Brawl Stars action figure comes with a weapon unique to each of the brawlers.

GROUND UP Licensed Kids’ Sneakers MSRP: $54.99-59.99 Available: Journey Kidz Some of Ground Up’s newest licensed styles include Minnie Mouse High Top Sneakers that feature polka dots, Minnie’s gloved hand, and a bow (pictured); Sonic the Hedgehog High Top Sneakers decorated with the character and blue, yellow, and red elements; and Pokémon Slip-On Sneakers with an all-over collage of different Pokémon. These designs are all available in both toddler and youth sizes.

GOOD2GROW Miraculous good2grow PODZ | Ages: 6-11 MSRP: $4.99 | Available: Amazon Have you hydrated today? good2grow PODZ is a flavored water beverage for kids that comes with a 3D collectible character top, and will now feature characters from Miraculous: Tales of Ladybug and Cat Noir. good2grow PODZ are 10-ounce flavored water beverages that comes in two different flavors: raspberry lemonade and orange mango, with no added sugar. They are a good source of vitamin D and calcium.

ISCREAM Care Bears Grumpy Bear Accessories Ages: 5+ | MSRP: $15-130 Available: iscream-shop.com I’m not mad, I’m Grumpy! Kindness and caring never go out of style, and neither will the coziest, cutest, and cheeriest Care Bears accessories. Grumpy Bear joins the Iscream family this year with sleeping bags, onesies, pillows, bags, Buddies (pictured), and more featuring the iconic character.

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FUNKO GAMES

CARRERA

Disney A Goofy Movie Game Ages: 7+ | MSRP: $23.99 Available: Summer 2022

Carrera GO!!! Battery Operated 1:43 Scale Slot Car Racing Set — Minions Kart Racing | Ages: 5+ MSRP: $50.47 | Available: Amazon

Global superstar Powerline is back on tour! Join Max and his friends as they hit the road in this adventure-filled race to the concert. Make your way across the map, playing cards to collect fun memories for your scrapbook. Then, hurry to score the best seats by the time Powerline hits the stage. Roll the die to see if Powerline reaches L.A. or if Goofy takes you on a wacky detour.

Slot racing just got a lot more mischievous. Kids can race headto-head with this high-speed, battery-powered racing set. Build a 14-foot track with a removable jump ramp and race favorite Minions characters Stuart and Otto. The track is compatible with other Carrera GO!!! sets. Hopefully, kids won’t run into any bananas!

SPIN MASTER Wizarding World Magical Minis Hogwarts Express Train Set Ages: 6+ MSRP: $29.99 Available: Fall 2022 All aboard the Hogwarts Express! Join exclusive Harry Potter, Hedwig, Hermione Granger, and Crookshanks figures as they ride the Hogwarts Express Train to Hogwarts Castle. Discover 12 accessories, including a Honeydukes trolley with mini sweet accessories and chocolate frogs that kids can attach inside the playset.

MOONLITE STORYBOOK Moonlite Gift Pack — Disney's Modern Classics | Ages: 2+ | MSRP: $45 Available: Amazon, mymoonlite.com

MAKE IT REAL Juicy Couture Perfectly Pink Ages: 8+ | MSRP: $19.99 Available: Amazon, Michaels Kids can craft their own Juicy Couture jewelry using the included ribbon, elastic cord, Juicy Couture charms, and beads.

Using the free Moonlite app and the included Moonlite Storybook Projector, parents can pop in one of the picture discs to project storybook illustrations onto any surface. The set includes a Moonlite Projector and five picture discs featuring illustrations from Raya and the Last Dragon, The Little Mermaid, Moana, Lilo & Stitch, and Frozen: The Ice Games.

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MAGIC JUMP Funormous Licensed Inflatables | Ages: 3+ | MSRP: $349-489 Available: funormous.com Bounce into fun! The licensed, residential Funormous inflatables feature popular characters, with styles including a Mickey Mouse Funhouse Inflatable, a Disney Princess Carriage Inflatable Bounce House, and a Spider-Man Bounce and Slide Inflatable. The inflatables can accommodate up to three kids at once and offer features like a bouncing area, a basketball hoop, a slide, and more.

TOY MONSTER Jurassic World Captivz Dominion Edition MEGA Egg | Ages: 3+ MSRP: $19.99 | Available: Walmart Get ready to battle! Kids can start their Captivz Dominion collection with three surprise Pop N Lock dinosaurs hidden inside slime, an exclusive Zoom Rider pull-back dinosaur car, a limited-edition backpack case, and an exclusive Dominion game.

BRIO Disney Princess Castle Set Ages: 3+ | MSRP: $129.99 Available: July 2022 The 18-piece, Disney Princess-themed castle set includes Cinderella, Belle, and Sleeping Beauty figures; a threecart train; and wooden train tracks with which kids can build.

JAKKS PACIFIC Tornado Biplane with Sonic & Tails Figures | Ages: 3+ | MSRP: $19.99 Available: Walmart Fans can recreate favorite moments from the Sonic the Hedgehog 2 movie with this Tornado Biplane. Press down on the plane to make the propeller spin or place the included 2.5inch Sonic and Tails figures in and around the plane.

LITTLE KIDS Star Wars Grogu Bubble Machine Ages: 3+ | MSRP: $12.99 Available: Walgreens, Walmart The cuteness is strong with this one. This bubble machine features Grogu in his pram and blows a continuous stream of bubbles. The bubble machine comes with 4 ounces of premium bubble solution, and its no-spill design helps prevent accidental bubble spills.

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Building a Sweet Licensing Program for Classic Treats

Hershey Funko Pop! Figures Source: Funko

by JACKIE CUCCO, senior editor THERE’S A REASON WHY EVERYONE was vying for a ticket to Willy Wonka’s chocolate factory. It’s because chocolate makes people happy. Whether you’re striving to be the coolest house on the block by giving out full-size Kit Kat bars on Halloween or campaigning to be the favorite grandparent by slipping kids egg-shaped Reese’s on Easter, chocolate creates good vibes all around — and Hershey plays a key role in that. The iconic brand took off when Milton Hershey founded The Hershey Chocolate Co. in 1894. In 1900, he introduced the public to Hershey’s Milk Chocolate Bars — and the rest is history. Over the past century, Hershey expanded beyond chocolate into other categories of sweets and treats, including Twizzlers, Jolly Rancher, Ice Breakers, Bubble Yum, Skinny Pop, Pirate’s Booty, and more. While Hershey is already a staple in the

Hershey 4 Puzzle Multipack Source: Spin Master

snack aisle, kids can now expect to see their favorite treats popping up in the toy department as the company moves further beyond its general merchandise business into toy and game licensing. “Fun and enjoyment are at the heart of our confectionery brands, which I believe we share with the toy category. Brands like Reese’s, Hershey’s, and Hershey’s Kisses have that unique ability to simply put a smile on your face,” says Ernie Savo, director of global licensing and business development at The Hershey Co. You may not want a candy bar sitting on your shelf for years, but you can show off your sweet tooth in other ways with Hershey-branded collectibles that will last forever. Funko recently released both a plush and a vinyl version of a Her-

Hershey’s Shark Bite Backpack Source: Sprayground

Hershey’s Syrup Collectible from 5 Surprise Mini Brands Source: ZURU

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PROPERTY PROFILE shey’s Kiss, and opened preorders for a Funko Pop!-ified Hershey’s Milk Chocolate Bar and a pack of Twizzlers with friendly faces. Jazwares kicked off a collection of everyday and seasonal Squishmallows that started with a Halloween squad featuring spooky Squishmallows characters popping out of candy bar wrappers, such as a jack-o’-lantern nestled inside a Reese’s Peanut Butter Cup and a toothy bat peeping out of a Jolly Rancher. ZURU added Hershey products to its 5 Surprise Mini Brands collection — mystery capsules filled with tiny collectibles based on real brands available in any grocery store. “Hershey has global relevance and recall. It’s a brand that has built affinity for generations. We are on a mission to make the world’s most iconic brands mini and Hershey has been a priority since we started,” ZURU Director of Licensing Kerry Gilmour says. “We knew it would be received so well by our miniacs and were delighted we could partner with them for our successful Series 3 and into new lines moving forward.” 5 Surprise Mini Brands feature teeny versions of Hershey’s Chocolate and Strawberry Syrup, Reese’s Pieces, Mr. Goodbar, and other treats that are a direct translation of the real thing. “If you stay true to your brand architecture and design, there is no need to reinvent your brand for a category. It should be intrinsic to your brand proposition,” Savo says. “Selfishly, for ZURU’s customers and collectors, it must be more exciting to unbox a mini replica Hershey’s bar than a mini can of tuna fish, right?” he jokes. There are even more sweet toys in

the works. Consumers can expect Hershey appearances in Shopkins collectibles from Moose Toys, the L.O.L. Surprise! doll brand from MGA Entertainment, games and puzzles from Spin Master, novelty-size mini puzzles and inflatables from YWOW, and Gener8 collectibles and food play toys at Five Below. Mr. Goodbar Collectible from 5 Surprise Mini Brands Source: ZURU

“We are on a mission to make the world’s most iconic brands mini and Hershey has been a priority since we started.” — Kerry Gilmour, Director of Licensing, ZURU

Hershey’s iconic brands have gotten the toy treatment many times in the past, but this latest parade of licensing deals is part of a bigger push from the company

to grow its licensing business this year. “In today’s fractured media environment, reaching consumers is increasingly more difficult,” Savo says. “Relevant licensed items enable your brand to reach consumers in new channels and new categories, which ultimately keeps your brand top of mind.” Hershey will continue to grow its general merchandise programs as well, with plans to expand seasonal business with celebration items and make statements within specialty channels. Upcoming brand collaborations include additional consumer products from Funko, Hershey’s color cosmetics from Glamlite, a Reese’s Pieces sock collection from Stance, and Jolly Rancher and Hershey backpacks from Sprayground, among others. In April, Sprayground launched a limited-edition Hershey’s Shark Bite Backpack featuring large chocolate bar pips, the remnants of a wrapper, and a 4D bite-mark effect on the side. “The team and I worked super hard to make this backpack look like a real Hershey’s Chocolate Bar. We did hundreds of prototypes and sketches to make sure it looked as hyper-realistic as possible, and fans are loving it,” Sprayground Founder and Creative Director David BenDavid says. “Choc” it up to experience, but with more than 127 years in market, there’s a reason why everyone wants a piece of the Hershey bar. “Hershey is, and will continue to be, a brand for everyone,” Savo says. “It’s an accessible brand [that’s] job is to help consumers share more moments of goodness together, and that’s something the world at large can always use!” »

Hershey is making a big splash in toy licensing this year. | Source: Hershey

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compiled by HANNAH SACKS, editorial assistant Moonbug Entertainment’s wildly successful animated kids YouTube series CoComelon has been taking over the toy industry — and the hearts of kids worldwide. In the show, kids join JJ and his friends on everyday adventures. The series introduces little ones to popular nursery rhymes that help to teach them letters, numbers, animal sounds, colors, and more. With multiple licensing partnerships, there are so many different types of toys available for CoComelon fans. We’ve rounded up some of our favorites below:

WOW! STUFF

CRAYOLA

JJ’s Clever Boots | Ages: 18 MOS+ MSRP: $24.99 | Available: Now

Cocomelon Color Wonder Foldalopes | Ages: 3+ MSRP: $7.99 | Available: Now

These musical boots are based on CoComelon’s popular musical statues game and feature images of JJ and all of his friends. The boots play the “Freeze Dance Song” and “Animal Dance Song” as kids move, but when the music stops, kids must stop moving. If they step when the music is off, they must try again.

FUNKO GAMES

Kids can color their favorite CoComelon characters with these markers that only show up on specially formulated Color Wonder paper. The set comes in envelope-style packaging that doubles as a storage solution when craft time is over.

CoComelon Pattern Party Game Ages: 3+ | MSRP: $15.99 Available: Summer 2022 Go for a spin with JJ and the CoComelon crew! Kids will spin and match each CoComelon character, color, shape, or pattern in this pattern-finding party game. Players must match the four squares on their goal card to win.

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SUNNY DAYS ENTERTAINMENT Old MacDonald’s Barn Tent | Ages: 18 MOS+ | MSRP: $29.99 | Available: Fall 2022 Head to the farm with JJ and his friends in this pop-up, barn-themed tent. Kids can press on the logo music box and sing along to a full version of “Old MacDonald Had a Farm.” After, they can crawl up through the roll-up entrance door and peek out of the two open windows.

JUST PLAY LITTLE KIDS

CoComelon Ultimate Learning Bus Ages: 18 MOS+ | MSRP: $61.99 Available: Fall 2022

CoComelon Musical Bubble Machine Ages: 3+ | MSRP: $14.99 | Available: Now

Inspired by the CoComelon animated series, this interactive toy bus engages toddlers in their own learning adventures with JJ. It features two modes of play: music and learning. Kids will learn numbers and colors while singing along to some of CoComelon’s most popular songs.

Kids can sing along to “The Wheels on the Bus” song and enjoy continuous bubble fun with this watermelon-shaped bubble machine. The machine features a no-spill design to prevent bubble messes. It also comes with 3.38 ounces of bubble solution.

JAZWARES Boo Boo JJ | Ages: 1+ | MSRP: $34.99 Available: Summer 2022 This JJ plush doll will show kids where he’s hurt when he begins to cry. Kids can help fix his boo boo by applying one of the three included CoComelon-themed bandages. When he’s healed, JJ will say, “Yay! My boo boo is gone!” He also plays a clip of “The Boo Boo Song” when kids press his belly.

JADA TOYS CoComelon Sing and Dance Time School Bus | Ages: 2+ | MSRP: $39.99 Available: Fall 2022 Kids can bring JJ and his best friends Yoyo, Tom Tom, Cody, and Nina to and from school with this interactive remote-controlled school bus. The vehicle moves forward and backward and spins, and features bright headlights. The school bus also features a matching game that kids can play with the included shapes.

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Platforms have changed, but video still drives sales. by JAMES ZAHN, deputy editor ON WEDNESDAY, APRIL 30, 1952, families across the U.S. settled in for a night of entertainment. In the midst of a commercial break, something different appeared on screen among the usual words from sponsors: a message encouraging kids to play with their food. Looking for its first big retail sellout, Hasbro took a chance at advertising its new Mr. Potato Head toy directly to families on TV. The original toy was a box of plastic pieces (potato not included) that kids could use to make silly faces out of any tater in the kitchen. The toy was a smash hit that simultaneously launched the Potato Head brand, put the Hasbro name firmly in front of families, and created a new medium: the toy commercial. In the 70 years since, toy commercials have evolved to become a specialized art. They are Hollywood-level films on a small scale, with a micro-size length of time to tell a story, inspire an emotional response, and, ultimately, result in tons of toys being sold.

The LED Virtual Production Wall | Source: Diaframma

A GLOBAL BUSINESS Seventeen years ago, Danny Robashkin set up shop in Minneapolis as founder and creative director of MAKE Visual, a creative production company with a focus on storytelling. The company employs a team of creatives that utilize live action, animation, motion graphics, and visual effects to create engaging content for a wide range of clients, including Best Buy, Target, Adidas, Verizon, and Dunkin’. With his brother, Oren, serving as executive producer, Robashkin and MAKE began crafting toy commercials for companies like Hasbro with work across its partner brands, including Beyblade and Star Wars. The experience carved a path to recent work with Spin Master for PAW Patrol and Batman, Mattel for Matchbox cars and Hot Wheels Monster Trucks, and, for the past five years, the Hess Corp. for its annual Holiday Toy Truck commercials. “Every toy commercial has to show what the toy is — its features and

functionality — so the most successful commercials strike a good balance between showcasing the toy itself and the aspirational feeling of what it’s like to play with the toy,” Oren Robashkin says. Nearly 5,000 miles away in Italy, Diaframma has been serving the toy industry for more than 40 years, crafting content for countless companies and brands, including MGA Entertainment (MGAE), Jazwares, Rubik’s, and VTech. Founded in 1976 by Daniele Abolaffio, the business got a makeover in 2010 when his son Duccio took the helm and heavily invested in new technology. Recent work has included spots for L.O.L. Surprise! (MGAE), Cats vs Pickles (Cepia), Micro Machines (Jazwares), Doodle Jamz (Sky Castle Toys) and Marvel Battle World Ulitmate Armory (Funko Games). “The landscape of advertising for toys has changed dramatically in the past few decades, but there are three key elements that every successful toy commercial needs: attention-grabbing creative to cut through the noise in 15-30 seconds; a wow factor to sell what’s great about it; and catchy music, a jingle, or a tagline,” says Jehan Hindo, vice president of U.S. sales for Diaframma. “Everyone remembers the Mentos jingle.” OLD TRICKS AND NEW TECH Some of the most iconic toy commercials of all time first hit screens in the 1980s, and their techniques are still employed today, albeit in a highly advanced form. The key is world-building. “Growing up, I would eat and breathe anything from He-Man and the Masters of the Universe, ThunderCats, SilverHawks, and Power Rangers,” Oren Robashkin says. “The commercials told a narrative that pulled me in by showing creative use of the characters from those shows as toys.”

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The commercials of the ‘80s and ‘90s were often shot in themed environments created using physical sets on which kid actors played with the toys to emphasize their play value. Today, some studios still do it that way, while others favor creating digital sets and environments entirely in computer graphics (CG). It all comes down to client preference and budget. But now, modern digital tools are merging with old-school techniques, and one big inspiration comes from a galaxy far, far away: Star Wars. “Our biggest news this year is the addition of the LED Virtual Production Wall to the Diaframma family. It’s the same technology used in the production of The Mandalorian,” Hindo says. “This gives us infinite locations while being able to control every aspect of color, design, and branding. It’s a boundless creative space and a game-changer. In theory, it is a physical set design but in a virtual way.” As with recent productions employing Disney’s The Volume production stage — a groundbreaking facility built to house StageCraft virtual visual effects technology — similar virtual production walls require physical set pieces to be used together with LED technology to create a seamless visual experience that feels entirely real. Still, no matter how high-tech the business of selling toys might become, there is a very important human element that is required. “Hands are 100% a must in regards to toy play and physical interaction,” Oren Robashkin says. “You will run into legal issues if you just push the toy into the frame without showing the hand activation. For many toys, having kid actors physically interact on camera will help indicate product size and how kids at home will actually interact with the toy or playset.” SPEED AND SOUND Speed-to-market is increasingly important for manufacturers and retailers. As the time from factory to store shrinks, crafting a solid, multiplatform marketing plan needs to be done with a great sense of urgency. Being focused from the beginning and employing a media buying partner can help expedite decisions on formats, length, and placement.

A look at how a PAW Patrol spot is made | Source: MAKE/Spin Master

“Production partners who are experts in their craft play a critical role in our brand launch plans,” says Laura Frerichs, chief marketing officer at Cepia, maker of Cats vs Pickles toys. “They have a seat at the table when discussing communication strategy and storytelling.” While visuals can make a toy shine, there’s another element that can completely change the dynamic of a commercial: sound. “The musical score of any commercial is just as important as the visuals the audience is seeing,” Hindo says. “It plays a big role in the storytelling from an emotional perspective.” And, in an era of competing devices, the Robashkin brothers note that toy ads designed for digital consumption should also “work” with the sound off. CRAFTING FOR COMPLIANCE Toymakers should examine the nuances of advertising regulations for toys each year. Since commercials are multiplatform across linear TV, video-on-demand, over-the-top, and digital and mobile — including YouTube, Instagram, and TikTok — clear communication between client and creative is a must. “The new guidelines that come out each year get a bit more restrictive and some countries are a lot more conservative than others, which makes it harder to make one commercial for worldwide usage,” Hindo says. “We are challenged to come up with creative ideas that are unique, but also follow the rules of how the product can be played with and not exaggerate expectations and features.” Different projects call for different storytelling techniques, and that means even artistic choices can come under

scrutiny. “It’s really helpful to have someone challenge your ideas with the goal of making them better and working through all of the details so that the product looks good and the commercial is in compliance with children’s advertising regulations,” Frerichs says. MAKE’s Danny Robashkin says that his company seamlessly uses digital tools to blend physical toys to CG effects that are allowed to make the toys look great, but not over the top. “Many of the commercials we create involve a heavy dose of animation and special effects, so we often find ourselves walking a fine line,” he says. “Very often, a creative team will want to push special effects further, while the legal departments are usually overly cautious in their views.” There is also a very different, arguably low-tech storytelling technique that’s back in favor and can raise legal eyebrows in how it’s used. “Stop-motion has become very popular in the last couple years, but we need to be careful which products can be featured like that because it can be deceiving to kids who can’t read a disclaimer that the toy doesn’t actually move on its own,” Hindo says. As toymakers place their bets on the next big hit, it’s important for them to be calculated. The right commercial could secure new toys a place in kids’ minds that will last well into adulthood. “My Buddy and Kid Sister from Playskool, the original Galoob Micro Machines, and Mouse Trap from Milton Bradley commercials had unique qualities that always come to mind,” Hindo says. “They’re still fully memorable to this day, so there is definitely something to say about that!” » toybook.com | MAY 2022 | THE TOY BOOK 79

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by RICK BRUNER, head of insights and analytics, Standard Media Index (SMI) TRADITIONALLY, THE ADVERTISING route for toymakers hoping to drive sales in the last three shopping months of the year went through one channel: linear TV. As recently as about a decade ago, cable TV networks accounted for approximately 65% of the total toy media mix during the fourth quarter. But the go-to playbook for toy advertising is transforming, thanks to changing media habits among the parents of young kids — and life during the COVID-19 era. In Q4 2020, the kids’ cable networks share of toys and games ad spend plummeted to 31%, down 9% from the previous three years’ average. Let’s dive further into the numbers to understand how and why toy advertising strategies are evolving and what the changes portend for the toy industry. TOY ADVERTISING TRANSFORMATION BY THE NUMBERS Digital advertising is clearly gaining market share from cable TV. While the share of Q4 toy ad spend dedicated to kids’ cable networks dropped from 40% to 31% over the past decade, the share allotted to digital platforms grew to 47% last year. A few factors are driving this change. The first is that TV spend in general is shifting from linear to digital as cable viewership declines and streaming soars. eMarketer predicts that 30% of households are projected to become cord cutters this year and digital media now makes up more than 50% of total advertiser spending in the Standard Media Index pool. But the broader shift from linear to

digital does not tell the whole story of toymakers’ shift in ad spending. In fact, the shift in ad spending is likely to be even more dramatic than the advertising-wide shift from linear to digital because cord cutting is particularly common among toymakers’ primary audience: parents with young kids. According to Statista, 27% of American adults reported that they intended to cut out cable last year. However, among adults 18-34 years old — those most likely to be in the market for toys — that figure was 36%, a meteoric rise from the previous year’s 18%. The third factor transforming the media mix for the toy category is the COVID-19 pandemic. Consider those numbers on cord cutting: What’s significant is not just that young parents are giving up linear TV in droves; it’s that the post-2020 landscape looks dramatically different from that of the year before. The share of 18-34-year-olds reportedly giving up cable doubled. The pandemic also cemented millennials’ overwhelming preference for shopping online, which is, in turn, upending toy ad trends. NEW CHALLENGES AND OPPORTUNITIES FOR ADVERTISERS Perhaps the most exciting change in toy advertising is that advertisers can now reach potential toy buyers across many channels and screens. That comes with several opportunities: cutting costs by targeting prime-time audiences on less expensive real estate; reaching consumers on the channels and devices of their choice; and retargeting across channels so that an awareness-boosting TV ad

can transform awareness into sales on a channel where buying is more frictionless than TV. The shift to digital also comes with increased measurement capacity and targeting granularity, allowing advertisers to reach specific viewers — not broad profiles of viewers — and determine whether efforts are successful to continually readjust for success. That said, the digital ad era is not without its challenges. Chief among them will be measuring and effectively calibrating media spend across channels. In other words, the promise of this next generation of toy ads is also its peril. Advertisers will need to develop new tools, skills, and partnerships to navigate an increasingly fragmented ecosystem effectively, ensuring frequency is appropriate and that spend is put to good use. It’s a brave new world for toy advertising. Like the kids the industry’s messages aim to delight, advertisers should embrace the rich future upon them and seek out the help required to make the most of it. » Rick Bruner has been a leader in advertising analytics for more than 20 years. He ran research and product teams at DoubleClick, Google, Marketing Evolution, and Viant. He is known for his passion to improve advertising measurement. That includes as an entrepreneur, founding an ad performance measurement company Central Control, and current industry roles, including vice chair for the U.S. of I-COM, a global forum for marketing science; moderator of the influential Research Wonks industry discussion community; and research affiliate of the Advertising Research Foundation.

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ALLYSHIP IN ACTION

WIT STORIES

Consistency is key in creating space for underrepresented groups in the industry. by JANICE ROSS, president of Women in Toys, founder and managing partner at Brand Fresh Managment WHAT DOES IT MEAN TO BE A GOOD ally? Why does allyship matter? Simply put, allyship is an active and consistent effort to use your privilege and power to support and advocate for people with less privilege. But, being an ally is about more than just wanting to “do good.” COMMITTING TO BEING AN ALLY Allyship is a commitment to important change that results in leveling the playing field anywhere that inequities show up in our personal and professional lives. That commitment is easier said than done. We won’t always be perfect at it, but that’s OK. Here’s the important part: Even small acts of allyship compound over time to create big change. In my role as president of Women in Toys (WiT), I’ve had the privilege of meeting and getting to know such a diverse and talented group of women. I am grateful to lead an organization that is part of creating a community of belonging where everyone feels heard and respected and can show up as their authentic selves. I’m on my own personal journey to both give and receive allyship. In conversations with members of the WiT community, I’ve discovered so much about allyship and the impact it has on all of us and on our industry. I realized that allyship is gender-neutral, very nuanced, and riddled with complexity. ALLYSHIP ACROSS THE COMMUNITY To help unpack the complexity, WiT hosted an Allies in Action Roundtable discussion back in November with industry leaders in which we tackled the importance of allyship in our personal lives, at work, and beyond. These leaders shared their “why’s” — their reasons for taking action as an ally. Some of the answers we received were incredibly inspiring. One of the roundtable participants,

Encantos CEO Steven Wolfe Pereira — ally to the WiT community and honoree of this year’s Wonder Women Triple A Award for Activism, Advocacy and Allyship — shared his “why” that led to him starting his own company. “As a Dominican growing up in New York, I feel like I’ve been on this journey for more than 25 years now,” Pereira says. “When I was growing up, allyship wasn’t really a term, but I got to a point in my life where I was really tired of hearing people just talk about allyship. Ultimately, that culminated in me founding a company that truly has diversity, equity, and inclusion in its DNA. And everything we do is through that lens. We are on a mission to democratize, diversify, and personalize learning on a global scale.”

“Allyship is an active and consistent effort to use your privilege and power to support and advocate for people with less privilege.” Pereira wanted to create big change and he is doing that with his work at Encantos, but what really hits home for me is how his small acts of allyship are so impactful. In particular, his Spotlight Series on LinkedIn demonstrates how allyship can be a daily practice. Pereira uses the reach of his platform — more than 45,000 followers — to shine a light on a diverse group of individuals, amplifying their talent and accomplishments. Consistency has made Pereira’s allyship so important over the years. Looking back on the definition I mentioned at the start of this piece, “Allyship is an active and consistent effort.” No matter what

inspires you to take action, consistency is key. Small, single acts of allyship add up to create the change we’re all eager to see. HOW CAN YOU PRACTICE YOUR ALLYSHIP? As I continue my journey, I ask myself, “What are my daily practices and what is my pledge to be a good ally?” I will continue to advocate for my colleagues with marginalized identities and recommend them for projects, leadership opportunities, and promotions. I will continue to incorporate inclusive language principles to ensure everyone is treated with respect and dignity. I will continue to encourage active participation in meetings and to foster an open space for participants to feel motivated and comfortable to speak up. I will continue to monitor my personal network and introduce colleagues from underrepresented groups to influential people that I know. I will continue to be a safe space for my colleagues to share their experiences and concerns with me. MAKE A DIFFERENCE This is just part of what I’m doing. I’d love to hear from you and learn what you’re doing to be a consistent ally to those around you. Please drop me a line at jross@brandfreshmgmt.com. We all have the power to make a difference. Use the power of your privilege to make a difference today. » Janice Ross serves as the president of Women in Toys, Licensing, Entertainment (WiT), and is the founder and managing partner of Brand Fresh Management. With more than 25 years of global experience in the consumer products and entertainment industries, she is a passionate and purposeful advocate for the advancement of women.

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NEW IN TOWN

[MODI]FYING THE TOY AISLE Modi Toys is diversifying the toy industry, one plush deity at a time. by HANNAH SACKS, editorial assistant

GROWING UP IN THE U.S., MODI Toys Co-Founders Avani Modi Sarkar and her brother Viral always felt connected to their South Asian roots and their Hindu heritage. It wasn’t until they both became parents that they realized something was missing: There were no resources to cultivate that same link to Hinduism for their kids. A quick search down the toy aisle proved that the U.S. toy market was severely lacking in representation. Although the global toy market was growing, there were not any toys that reflected diversity in faith. Sarkar and her brother are immigrants from India, but their kids are first-generation Americans. The two parents began to encounter an increasingly more common problem: Toy companies simply weren’t catering to America’s diverse melting pot. According to the Pew Research Center, the Indian American population grew 142% between 2000 and 2019, but young South Asian kids still weren’t seeing themselves reflected in the toy aisles. With each new generation in the U.S., Sarkar and her brother knew that the link to Hinduism and their home country would weaken. “When we

couldn’t find a solution, we created our own,” Sarkar says. That solution? Modi Toys, a toy company that primarily makes singing plush Hindu deities — for now. Their current lineup includes Baby Ganesh, Baby Krishna, Baby Hanuman, and Saraswati Devi, the company’s first female deity. Each plush deity carries an accessory that is part of its story and sings a mantra when kids press its button. Parents can also opt to add a Bluetooth speaker to the toy in order to play a custom sound. Sarkar explains that in Hindu culture, mantras are similar to nursery rhymes: “When [our kids] were born, [Viral and I] would regularly hear our mom singing mantras to her grandkids, in lieu of singing American nursery rhymes like ‘Twinkle Twinkle Little Star.’ Moments like these were the catalyst for creating a singing toy — and in a way, capturing the essence of our mom.” FINDING INSPIRATION IN HERITAGE Although Hinduism is considered the world’s oldest religion with about 1 billion followers, American consumers may not know the meaning behind Modi Toys’ choice of deities. Sarkar clears up the

confusion by drawing a parallel to Greek mythology. Similar to how Greek gods are paired with certain attributes, each god and goddess in Hinduism represents a certain trait or quality. For example, Ganesh is the god of luck; Hanuman is the god of strength; Krishna is the god of love; and Saraswati is the goddess of knowledge, music, and the arts — all deities that Sarkar and her brother chose for their plush toys. Additionally, each deity is associated with a specific mantra — an ancient Sanskrit prayer — that can be sung while people meditate or pray. Although they can be recited on special holidays, “these mantras are a daily part of life for many Hindus,” Sarkar says. Since launching their company in 2018, Sarkar and her brother have sold more than 40,000 products across 49 states and 27 countries. Despite being initially pigeonholed as a niche Hindu toy, Modi Toys has recently started seeing mainstream recognition and coverage of its products. Year after year, the company has seen growth across all sales channels, including major retailers, like Amazon, and independent retailers, such as

Modi Toys co-founders Viral Modi and Avani Modi Sarkar | Source: Modi Toys

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Modi Toys’ plush deities and board books that explain the origin stories of some of the Hindu gods | Source: Modi Toys

temple gift stores. To Sarkar, “This is an indication of us solving a real need and a real problem that had not been met by the larger, more established toy brands.” In particular, the brand has resonated with Hindu families searching for a toy that reflects their culture, as well as non-Hindu families who have discovered a new toy that inspires their kids. The company has a devoted fan base, evidenced by happy customers flocking to the brand’s Instagram page with rave reviews. However, Modi Toys’ social media success wasn’t accomplished in a day: Growing the company’s Instagram community was challenging, but Sarkar’s hard work paid off. “I look at our community as an extension of our brand,” Sarkar explains. “It’s a way to spark curiosity about our Hindu faith and provide simple ways to connect with it.” Although Modi Toys’ fan base originated with Hindu families seeking representation, these mantra-singing plush deities are finally making a mark in the toy industry. It’s important now more than ever for kids to see and to play with toys that reflect the world around them. Sarkar and her brother are seeing that retailers are excited to diversify their toy shelves. “We’re finding there’s a real appetite for increasing representation on the shelves,” Sarkar says. She explains

that diversification in the toy industry is important for the end user: kids. According to her, although there isn’t much research on the benefits of toys that relate to religious diversity, exposing young kids to diverse toys can help shape their self-esteem when they see themselves represented. However, diverse toys aren’t just beneficial for the ones they’re representing. For kids who don’t identify with Hindu culture, having an assortment of toys to play with familiarizes them with our complex and multicultural world. WHAT’S NEXT? Increasing kids’ familiarity with the changing world around them is exactly why Sarkar and her brother created Modi Toys. Sarkar reveals that they “designed [their] products as part of a broader movement to make playrooms more inclusive, and to celebrate individuality and ‘otherness.’” This sentiment doesn’t stop at just plush toys — Modi Toys has already expanded into wall prints, clothing, and board books that tell kid-friendly stories from Hindu mythology. Expanding the company is the first task on the co-founders’ minds. This spring, Modi Toys released its first Shhhanti Musical Crib Mobile, which introduces instrumental mantras to babies in their cribs and on the go. The brand is also releasing a goddess plush collec-

tion that is accompanied by a new book called Desi Devis: South Asian Women of Wonder from A to Z. The book features 26 inspirational women from the past and present in the South Asian community and intends to help girls feel more represented by seeing women of color at an early age. The toy company is also growing globally. This year, Modi Toys is headed to one of the fastest-growing toy markets in the world: India. With so much growth on the horizon, the company has no plans to slow down. “The tide seems to be shifting in the toy industry,” Sarkar says. “The fact that we’ve been recognized for our work in diversifying the playroom … is a testament to the fact that there is an appetite for more inclusive, diverse toys for all kids.” Diverse representation in the playroom matters. Educating kids about the world around them is important as they develop their own thoughts and feelings. And there’s no better way to start reflecting the modi[ern] world than with Modi Toys. » Hannah Sacks is an editorial assistant at Adventure Media & Events. She writes feature pieces, trend articles, news, and product roundups for the Toy Book, the Toy Insider, and the Pop Insider. You can follow her on Instagram at @hannahsacks.

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The Epic Tale of “The World’s Biggest Toy Store” by JAMES ZAHN, deputy editor IT WAS THE LATE 1940s AND THE dawn of a new era in the U.S. With World War II firmly planted in the rearview mirror, families settled down in some of the country’s first planned communities. Amid the suburban sprawl, Charles Lazarus — a cryptographer in the U.S. Army — returned to civilian life and began to crack a different code by accident: how to build an iconic, multigenerational retail empire. THE EARLY YEARS Lazarus started Children’s Supermart by dealing cribs, changing tables, and other baby furniture out of his dad’s bicycle shop in Washington, D.C. “Everybody I met in the service said they were gonna go home and get married and have children,” Lazarus told Mark Aaron in a biographical interview in 2016, parts of which were later released on YouTube. “I did anticipate that there might be a baby boom, but I had no idea where it would go or what the size of the toy business could be.” Within a few years, he noticed parents hunting for toys as their kids got older. In 1957, the business evolved into Toys “R” Us (TRU) with the opening of a new store in Maryland, but babies remained key to the store’s success. During the same year, Chicago entrepreneur Larry Hochberg opened a similar store with a similar concept, mission, and name: Children’s Bargain Town U.S.A. Borrowing tricks from the grocery trade, Lazarus and Hochberg fashioned their stores in a “supermarket” style. By the mid-1960s, both Children’s Supermart Inc. (doing business as Toys “R” Us) and Children’s Bargain Town U.S.A. were sold to Interstate Department Stores and eventually rebranded as Toys “R” Us across the country.

THE LEGEND BEGINS By the mid-1970s, Geoffrey the Giraffe was an advertising icon, but TRU was Interstate’s only profitable division. When the parent company went bankrupt, Lazarus took the helm as CEO of the newly formed Toys “R” Us Corp. TRU developed its famous “rainbow stripe” store design and expanded rapidly just in time for a pop culture-fueled explosion of new toys based on popular TV shows and movies, including the release of Kenner’s Star Wars action figure and vehicle collection.

he came up with a slogan that Linda Kaplan Thaler turned into one of the most famous jingles of all time: “I Don’t Wanna Grow Up, I’m a Toys ‘R’ Us Kid.” In the ‘80s, some of the hottest toys and properties of all time propelled TRU’s success, including Cabbage Patch Kids, Care Bears, Transformers, the Nintendo Entertainment System, and Teenage Mutant Ninja Turtles. Lazarus believed that his stores had to have everything — piles of toys that would “wow” kids and, borrowing from the Sears catalog’s model, exclusive toys and games that customers couldn’t get anywhere else.

“We had an amazing brand identity. If you asked, ‘Where should I get toys?,’ people would say, ‘Toys ‘R’ Us.’”

A ROLLER COASTER RIDE TRU was a global operation that grew as its direct competition gradually disappeared, but trouble was brewing at home. The retailer was losing market share to Kmart, Target, and Walmart as stores used diapers as loss leaders to get customers in the door. Meanwhile, TRU ruffled feathers by using its heft to pressure vendors into priority pricing and wider assortments. As competition from other toy chains — including Child World and Lionel Kiddie City — crept in, TRU stayed on top with its secret weapon: babies. Lazarus knew that baby products were the hook to create lifelong customers, but they had a limited shelf life. Parents might buy a single high chair, but they’d spend years coming in for diapers and would eventually turn their attention to toys. With Kids “R” Us, the company tried capturing the fashion business as kids aged up, but those efforts failed. Lazarus stepped down as CEO in 1994, but stayed on as chairman of the company. Two years later, the company launched Babies “R” Us (BRU) as the toy industry continued to evolve.

— Michael Drake, Former TRU Action Figures Buyer

“Toys ‘R’ Us was the heart of the toy business,” says Isaac Larian, founder and CEO of MGA Entertainment. Larian founded his company in 1979 as ABC Electronics before changing the name to Micro-Games America Entertainment. “I got my start in Toys ‘R’ Us by selling directly to Charles Lazarus first, and because of that, the company will always have a special place in my heart,” he says. Amid the birth of the U.S. video game industry, Larian was selling imported electronic games to the kids who grew up to become the first, official “kidult” collector generation. Future novelist James Patterson was working in the advertising business when

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Toys “R” Us at American Dream Source: WHP Global

“We had an amazing brand identity. If you asked, ‘Where should I get toys?,’ people would say, ‘Toys ‘R’ Us,’” says Michael Drake, who ran the TRU action figure business from 1998-2002. Drake struck up an accidental friendship with Lazarus that grew over lunches together. “There was an unspoken thing that you weren’t supposed to talk to Charles because he was considered to represent ‘the old way.’ He was like Stan Lee, a figurehead for the company at that time,” Drake says. The “new way” was untested computers that initially made bad decisions. “For the most part, the system worked, but it needed human intervention,” Drake says. TRU began a fight with technology as market share plummeted. The Toy Book reported in May 1999 that Walmart dethroned Geoffrey to take 17.4% of the market share versus TRU’s 16.8%.

TRU/BRU combo stores, but the company was buried in debt and losing focus. It scooped up the scraps of rivals FAO Schwarz and KB Toys, but did so without investing in its existing stores. Over the next decade, Geoffrey fell out of favor as consumers complained about dirty, overpriced stores; a clunky website; and frequently out-of-stock basic items and hot new toys. In 2015, the flagship TRU and FAO Schwarz stores in Manhattan closed their doors. During the company’s 2017 first quarter earnings call, CEO at the time David Brandon blamed “overall weakness in the baby business’’ and “aggressive price discounting by competitors” for a $35 million decline in sales. Less than a year later, following the largest retail bankruptcy in U.S. history, TRU closed its doors in the U.S., just three months after its founder died.

MILLENNIAL CHALLENGES Under CEO John Eyler, TRU opened its flagship store in Times Square in 2001. The store was hailed as “The Center of the Toy Universe” — a public symbol of what the company could be. But behind the scenes, things weren’t as cheery. TRU leadership came and went, along with the company’s drive to be No. 1. As the years went on, there was just no competing with Walmart. In a 2004 interview with The New York Times, Ursula Moran, vice president for investor relations and corporate communications at TRU, declared “We’re No. 2. Nobody else is close to us at this point. We have held our own against Walmart reasonably well.’’ By 2006, the company was a year into the leveraged buyout that would ultimately crush it. CEO Gerald Storch tried to unite its divisions with side-by-side

BACK AGAIN ... AND AGAIN? But Geoffrey wasn’t gone long, as TRU emerged as a new company in 2019 — Tru Kids Brands — and made an attempt to keep the brand alive through short-lived partnerships with other retailers, including Kroger and Target. A pair of experiential mall stores in Houston, Texas, and Paramus, New Jersey, opened in 2019, but were quickly shuttered thanks to the COVID-19 pandemic. Now, under ownership from WHP Global, Geoffrey is making another go at things in the U.S. A new, double-decker global flagship store operated under license by Brooklyn’s Toys 4 U opened at the American Dream mall in New Jersey just before Christmas last year. The new store packs a ton of toys and games into a 20,000-square-foot space that includes some features inspired by the old Times

Square store, including an ice cream shop, a two-story slide, and areas for photo ops. A partnership deal with Macy’s will launch TRU store-within-a-store concepts open in more than 400 Macy’s stores later this year. “The Toy ‘R’ Us brand is big and growing fast,” Yehuda Shmidman, WHP Global and TRU Chairman and CEO said in a statement issued in December. “Today we have more than 900 stores and e-commerce sites operating across 25 countries. ... Now our U.S. expansion plans are in high gear.” But with the toy industry having evolved to record sales numbers in the absence of TRU, there are some conflicting views as to how successful the relaunch and expansion plans will be, particularly because specialty and mass retailers have upped their game. “Frankly speaking, I’m not sure that consumers care at all — the public has moved on in the U.S.,” says Basic Fun! CEO Jay Foreman, citing the success of TRU internationally. ”We hope that Macy’s can make it work, and we will support them. But we have no confidence that the owners of the Toys ‘R’ Us brand can make a go of standalone stores.” Larian, who tried to buy TRU in 2018, is cautiously optimistic. “There’s a need for a self-standing toy specialist chain in the U.S., and if it’s done right, it will succeed,” he says. “I hope the new owners are serious and invest in the business.” As Geoffrey moves forward into a new era, perhaps it’s time to look back on what Charles Lazarus built and what made it great the first time around. “It’s a happy business,” he said in his 2016 interview with Aaron. “Nobody has to buy what we sell — you buy it because you want to buy it.” » toybook.com | MAY 2022 | THE TOY BOOK 85

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OUTSIDE THE BOX

KEY DESIGN STRATEGIES FOR SUCCESSFUL PACKAGING Create and communicate brand identity through toy packaging. by TED MININNI, president and creative director, Design Force HOW DOES A BRAND STAND OUT among the visual chaos and oversaturation of the toy categories at retail? There’s a broad spectrum of design strategies that companies need to employ correctly to make a brand’s packaging successful, such as establishing solid package design architecture, owning a color palette, and staying consistent. If I had to narrow it down to three key factors that are absolutely critical to get right in toy packaging, these are my top tips. 1. INCORPORATE DISTINCTIVE PACKAGE DESIGN ARCHITECTURE We define package design architecture as a uniquely dominant design element that works in conjunction with the brand’s logo to draw consumers’ attention. It’s what shoppers look for — whether consciously or subconsciously — when they’re trying to find their favorite brands at retail. It may take the form of a highly identifiable graphic shape that consumers immediately associate with the brand or it may be other elements, such as illustrated or photographic imagery, a consistently configured piece of character artwork, or an iconic pattern or texture. As is the case with the brand’s identity, it must always be consistently placed within the package design system for it to be effective. Think: the lush vegetation with Kumandra flowers that dominates the package design for Disney’s Raya and the Last Dragon products or the action-packed cityscape silhouette that appears in blue tones on Hot Wheels packaging. 2. OWN A COLOR PALETTE For toy packaging, color plays a critical role in establishing an immediate visual connection between brands and consumers. Think of the global brand leaders in the toy industry — those that own their respective categories — and a

color will instantly come to mind. Although it’s tempting for some brands, especially new brands with no visual equity, to simply take a look at the competitive offering in their category and select a color for their brand that’s not already in use, this isn’t an effective approach to owning a color. The visual impression of any given category tends to change quite frequently as both dominant and emerging brands update their packaging. Therefore, there is no guarantee that another brand won’t use the color they’ve selected by the time their products ship. With this in mind, it’s best to look inward at the brand itself when taking ownership of a color or a color palette and establish one that is meaningful and innately associated with the brand’s distinctive attributes and personality.

The cityscape silhouette is a recognizable element that helps strengthen Hot Wheels’ brand identity. Source: Mattel

3. BE CONSISTENT WITH MARKETING COMMUNICATION The downfall of most toy packaging is the tendency to place marketing communication wherever space is available on the package. This can be detrimental to a product line’s shopability because consumers will struggle to find the information they need to make their purchase decision if the packaging is too busy. When done correctly, brands will

consistently place and treat the toy’s benefits, features, and any other pertinent information in the same visual manner across the entire product line — ideally in one dedicated space that will serve as an easy-to-locate “information center.” Taking this approach creates a more intuitive shopping experience for consumers, increasing the likelihood that they’ll make a purchase. It’s also important to be clear and concise with on-pack marketing communication, focusing only on what’s most compelling and differentiating about the brand and the product. Consumers often ignore verbal communication that is too lengthy or complex. Effectively deliver the information in a concise way. PULLING IT ALL TOGETHER Whether you have an existing toy brand or you’re introducing a new one, these three design strategies will put you on the right path to ensuring that your packaging has the best opportunity for success at retail. Start by evaluating your brand and mining for inherent assets, attributes, and visual cues that distinguish it from all other brands in the marketplace. Then, infuse them into ownable package design architecture, leverage them to establish a unique color palette, and convey them to consumers through consistently treated on-pack marketing communication. » Ted Mininni is president and creative director of Design Force, one of the leading design consultancies to the global brand leaders in toy and entertainment. To learn more about the key design strategies his consultancy employs in the development of package design and style guide design for toy and entertainment brands, reach out to Ted directly at (856) 810-2277 or via email at tmininni@designforceinc.com. Visit designforceinc.com for more information.

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THEY SAY THAT CLASSICS NEVER GO OUT OF STYLE — AND THAT goes for black pants, Ford Mustangs, and, of course, toys. After you dive into the classic play coverage throughout this issue, take this throwback quiz that will test your knowledge of some popular playtime staples.

1. BEFORE SILLY PUTTY, SLIME, AND PLAY-DOH HIT THE SCENE, KIDS DUG THEIR HANDS INTO THIS VERSATILE SUBSTANCE, WHICH WAS INDUCTED INTO THE NATIONAL TOY HALL OF FAME IN 2021. WHAT IS THIS COMPOUND?

3. HASBRO PAID STAN WESTON $100,000 TO CREATE THE G.O.A.T. ACTION FIGURE, WHICH DEBUTED IN 1964. WHICH CHARACTER DID THE ACTION FIGURE DEPICT? Source: Crayola

4. ITS SCALE MAY BE 1:64, BUT ACCORDING TO THE NPD GROUP, WHAT CLASSIC BRAND RATES AS A SOLID NO. 1 AS 2021’S TOP-SELLING TOY WORLDWIDE?

7. WHAT COLOR CONSISTENTLY SHINES AS THE MOST POPULAR CRAYOLA CRAYON FOR ALL GENERATIONS — FROM BOOMERS TO GEN Z? A. BLUE B. GREEN C. PURPLE

Source: Nickelodeon

2. WHICH OF THE TEENAGE MUTANT NINJA TURTLES IS CORRECTLY MATCHED TO HIS MASK COLOR? A. LEONARDO — ORANGE B. DONATELLO — PURPLE C. MICHELANGELO — RED D. RAPHAEL — BLUE

5. WHAT STRATEGY BOARD GAME WITH ROOTS THAT GO BACK TO 625 A.D. WAS THE CENTERPIECE OF A 2021 NETFLIX SERIES THAT WON 11 EMMYS?

D. RED

B. CHECKERS

8. IN 1880, MARGARETE STEIFF CREATED THE FIRST STUFFED ANIMAL, WHICH WAS ORIGINALLY SOLD AS A PINCUSHION. WHAT KIND OF ANIMAL WAS IT?

C. CHINESE CHECKERS

A. BEAR

A. CHESS

6. WHICH TOWERING TOY GOT ITS NAME FROM THE SWAHILI WORD MEANING “TO BUILD”?

B. LION C. ELEPHANT D. BUNNY

Answers: 1. Sand 2. B. Donatello — Purple 3. G.I. Joe 4. Hot Wheels 5. A. Chess 6. Jenga 7. A. Blue 8. C. Elephant

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RAISING THE BAR

THE FORGOTTEN TRADEMARK RIGHT Why Trade Dress Is More Important Than Ever by HOWARD N. ARONSON, senior partner, Nolte Lackenbach Siegel THE COVID-19 PANDEMIC HAS fueled an uptick in toy sales, and the ever-increasing percentage of e-commerce sales makes product appearance — as opposed to packaging — more important than ever. In many cases, the outer packaging is not shown at the digital point of purchase and consumers see the product itself instead. Therefore, a distinctive product appearance not only helps sales, but also might provide a property right — called protectable trade dress — to prevent your competitors from emulating your item. WHAT IS TRADE DRESS? “Trade dress” is a term used to describe specific types of trademarks, just as the terms “slogan” and “logo” are used to describe other types of trademarks. Over the years, however, the types of elements included in the definition of trade dress have changed and expanded, which is why these rights are more often forgotten or overlooked by both toy companies and lawyers. And while UPS’ brown color scheme may be a protectable trade dress, the definition is not limited to dresses, uniforms, or clothing.

Historically, a trade dress “referred only to the way a product was ‘dressed up’ to go to market — with a label, package display card, and similar package elements,” as a federal appeals court described it. The modern view of trade dress is much more expansive and, as the Supreme Court has explained, includes a product’s “total image” or “overall appearance” and “may include features such as size, shape, color or color combinations, texture, graphics, or even certain sales techniques.” CAN A COLOR FUNCTION AS A TRADEMARK? The law permits trade dress protection for a single color, but when used on products as opposed to packaging, the standard for protection is extremely high. The U.S. Supreme Court has noted that consumers do not expect a single color to identify a source of a product, but it is indeed possible. Rare examples are a trademark registration for pink fiberglass residential insulation and a registration that covers hand tool handles, namely pliers, for a particular shade of blue. ARE THE “LOOK AND FEEL” OF YOUR TOY A TRADEMARK? Like all trademarks, trade dress must be “distinctive” to be protectable. While a product’s configuration — the toy itself — can never be inherently distinctive, it can be entitled to trade dress protection once you can establish that the configuration has acquired distinctiveness. Many products have achieved trade dress

“Now, more than ever, you need to be aware of your trade dress rights for your toy products.”

protection, including the configuration of blenders and mixers. Because trademark protection cannot exist for a product’s color or configuration immediately upon a product’s launch, except when another form of protection applies, competitors remain free to copy a product’s shape or color — unless and until the shape or color obtains a secondary meaning, which we, as lawyers, see occurring more and more often. Therefore, for important shapes or colors, it may be prudent to seek other forms of protection, such a design patent, which can exist without secondary meaning. IS IT PACKAGING OR PRODUCT? Because of the two disparate standards for obtaining protection, and the expense and difficulty of proving that a color or configuration has achieved an acquired distinctiveness, any toy or game company seeking trade dress protection is better served by calling its trade dress “packaging” as opposed to “configuration.” Determining whether the trade dress is packaging or the product will not always be an easy task. The Supreme Court gave two examples of this difficulty: the old-fashioned Coca-Cola bottle, which both holds Coca-Cola and is collected as a bottle; and the decorative style of a chain of restaurants. Are the bottle and the restaurant’s decor the products or packaging? A court held that the original manufacturer of Swedish Fish gummy candies could not protect the design of its candy products because the shape of the candies is generic (looks like a fish) and functional (the only way to portray a fish is with a fish shape, scales, and other typical features). But another court did protect a wine store’s interior design. The court did not treat the design as product configuration and therefore did not require the plaintiff to prove secondary meaning.

Iconic in its own right, is the Coca-Cola bottle considered the packaging, the product, or both? | Source: Pixabay

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WHY TRADE DRESS RIGHTS ARE OFTEN FORGOTTEN Based on the accepted definition of trade dress (the total image or overall appearance), all of the claimed features must be viewed as a whole when characterizing or protecting a particular dress. Thus, a party may claim protection for a unique combination of features, even though all of the features, individually, may have been used previously by others. Similarly, a trade dress may be protectable even if it incorporates elements that are generic or descriptive. Since toy and games are often created by borrowing successful features from competitors, many companies fail to realize that their unique combination of features may be protectable when they review intellectual property assets. A careful trademark attorney should thoroughly review the company’s design process to determine exactly how the product was created. General knowledge of the industry, and of the company’s closest competitors particularly, is vital to analyzing a trade dress. STRETCHING THE BOUNDS OF TRADE DRESS PROTECTION Based on the extremely broad definition of trade dress, the concept has been used to protect a wide assortment of features that would seem to be incapable of protection at first. Trade dress theories have been used to protect restaurant “atmospheres,” the configuration of a variety of products, colors, and the presentation style of a trade show. In some of the most important trade dress cases, the U.S. Supreme Court held protectable the trade dress of a Taco Cabana restaurant, and the overall appearance of the Ferrari cars was protected from a kit-car manufacturer copying them.

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Searching Preparation Litigation Licensing Tel: 301-603-9071 or 301-346-871 jgrant@grantpatents.com Web: www.g PATENT, E-mail: TRADEMARK, and COPYRIGHT APPLICATIONS For a licensed patent attorney registered to practice before the U.S. Patent and Trademark Office, contact: Jonathan Grant GRANT PATENT SERVICES Tel: 301-603-9071 or 301-346-8714 E-mail: jgrant@grantpatents.com Web: www.grantpatents.com

AND … TRADE SHOWS: TOY FAIR Trade dress rights have been recognized in the overall style of trade shows. For example, the defendant in Toy Manufacturers v. Helmsley-Spear, 960 F.Supp 673 (S.D.N.Y. 1997) was prohibited from conducting a trade show that would compete with the annual Toy Fair New York in such a way that would mislead the public as to who was sponsoring the two shows. The protectable features of Toy Fair New York included “the name, the date, the location, and the registration process.” IT’S TIME TO ACT! Now, more than ever, you need to be aware of your trade dress rights for your toy products. It may be hard to achieve and difficult to enforce at times, but it is well worth the effort to secure exclusive rights in your toy product. » For the past 30 years, Howard N. Aronson has provided legal counsel to companies in the toy industry. He is a senior partner at Nolte Lackenbach Siegel, an intellectual property law firm recognized for its nine decades of handling toy company issues. Grateful acknowledgement is extended to Eileen DeVries. Contact Aronson at haronson@nls.law or (866) 201-2030.

toybook.com | MAY 2022 | THE TOY BOOK 89

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E.T. 20TH ANNIVERSARY

In celebration of the 20th anniversary of E.T., Universal Pictures and Amblin Entertainment are rereleasing the film in theaters nationwide. NewKidCo International will release a portfolio of E.T. game titles for the Playstation I and Playstation II, GameCube, and Game Boy Advance. The titles will be released in three phases, which began in September 2001 and will end later this year. In publishing, Simon & Schuster’s adult trade division will republish the adult novelization of E.T. and an original sequel novel, The Book of the Green Planet.

HE-MAN RETURNS

Mattel’s He-Man figures, first released in 1982, are getting revamped with a new look for today’s generation. These original He-Man figures showcase the superhero prince as he prepares for battle.

CRACK THE CRANIUM

Cranium Cadoo is an office toy that gets players thinking with funny riddles; creating a crossword puzzle with word cubes; or answering questions about movies, TV, music, and more.

SPIDER-MAN RELEASE

Marvel is working in conjunction with Sony Pictures Consumer Products to bring Spider-Man to the theaters on May 3. In the film, Tobey Maguire stars as photographer Peter Parker, who is turned into a wall-crawling superhero after a bite from a radioactive spider. A new animated series based on the film is in development for the fall. The Spider-Man Merchandising joint venture company established by Sony and Marvel is handling licensing.

THE RETRO TREND

Ladies and gentlemen, welcome to the ‘80s. The decade famous for hair, ripped jeans, and hot toys is back in a number of ways. Trend retailers — think Hot Topic and Spencer Gifts — are selling the clothes accessories to look the part, and teens are buying. In fact, properties like Care Bears, Rainbow Brite, and Strawberry Shortcake have countless numbers of fan websites dedicated to the characters and their respective “worlds.” Characters such as He-Man, Strawberry Shortcake, and the Care Bears have one thing in common: They all bear a timeless, universal play pattern.

WHAT’S NEW SCOOBY-DOO?

The new 2002 licensed Magic Pop Playtents from Hedstrom feature polyester fabric, vibrant graphics, and two doors for easy entrance and exit. Licenses include Butt-Ugly Martians, Power Rangers, Scooby-Doo, The Powerpuff Girls, and Tweety.

DANCE WITH DORA

With the I Did It Dancing Dora from Fisher-Price, kids can sing and dance with the character to the “We Did It” song, which is played at the end of each Dora the Explorer episode. Kids press her feet to see the doll move its arms and head and twist at the waist.

90 THE TOY BOOK | MAY 2022 | toybook.com

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