®
ASTRA MARKETPLACE & ACADEMY 2018
TOYS “R” US CLOSURE YIELDS NEW OPPORTUNITIES FOR TOY RETAIL
MAY/JUNE 2018
®
Volume 34, No. 3 — Published by Adventure Publishing Group
DEPARTMENTS 8
Editor’s Viewpoint
17 Sweet Suite 2018
106 Of Counsel
10 Industry Update
61 Talkin’ Toys: Steiff
12 Toy Association Happenings
98 Talkin’ Toys: Mattel
107 Compliance & Regulations
13 ASTRA’s Insights 14 Industry Perspectives 16 Talking Social Media
102 Euromonitor
110 Outside the Box 113 Industry Marketplace
103 WIT Stories
114 Flashback: May/June 1998
104 Marketing Memo
features 18 Private Equity and the North American Toy Market Sean McGowan analyzes the increasing presence of private equity firms in the industry.
20 Unicorn Utopia
This fairytale-inspired trend encourages kids to incorporate the fantastic into everyday play.
22 The Year to Shine Independent Retail Stores Continue to Thrive
80 Life of a Toy Designer
An Inside Look at the Creative Process
81 The Saga of a Successful Startup Wendy Smolen discusses the success of FlyCatcher’s smART sketcher.
82 VR, AR, and the Future of Play In-It-VR General Manager Katelyn Coghlan explains the role of virtual and augmented reality in the next generation of toys.
84 Licensing Expo 2018
A Look at This Year’s Top Kids’ Entertainment Properties
24 Chatting with the Industry
100 Getting Personal with Subway Surfers
Retailers and Manufacturers Discuss the Challenges of the Specialty Toy Industry
The popular mobile gaming brand is moving into the licensing business.
34 ASTRA Marketplace 2018 A Selection of Toys Exhibiting at the Show
Thrill Rides Bionic Blast Roller Coaster Building Set, by K’NEX
On the Cover: Blokko 3 in 1 Light FX Runners Traxster by Anker Play Products, Titanic 600-Piece Construction Block Set by COBI, Pirate Pong by Cortex Toys, Serpent Snake Puzzle by Duncan, Circuit Builder 120 by E-Blox, Sculptapalooza by Educational Insights, Splattosaurus by Epoch Everlasting Play, Dimpl by Fat Brain Toys, Pint Sized Heroes: Marvel Spider-Man by Funko, It’s So Me! Emoticon Message Beads by Horizon Group USA, Escape Room the Game Virtual Reality by Identity Games, Botley the Coding Robot Activity Set by Learning Resources, Anatomy Fluxx by Looney Labs, Rainbow TileBlox 30-Piece Set by Magformers, Lemonade Shake Up by Mindware, Spelly Straws by Mukikim, Funky Chicken by North Star Games, ORBMolecules Octobeast by ORB, Watermelon Ball JR by PlaSmart, Automoblox Minis SC1 Chaos and HR5 Scorch 2-Pack by PlayMonster, Toki Dough Bento Boxes Sweet Treats by Relevant Play, Max Flex RC Blaze Edition Flexible Track Set by Skullduggery, BiOBUDDi Learning Animals by SnapToys, Soft Cuddly Friends Flaps Baby Penguin by Steiff, Rubik’s Briks: 3D Play-Progressive Challenge Levels by Strictly Briks, Ooze Labs Chemistry Station by Thames & Kosmos, Mini Plush Wishes Snorfle by Toy State, Fiddle Faces by Westminster Inc., Clue Master Detective by Winning Moves Games, King Arthur’s Camelot by Wrebbit 3D, Helix Light-Up Spinner by Yulu Toys.
Jonathan Samet Publisher jsamet@adventurepub.com Jackie Breyer Editor-in-Chief jbreyer@adventurepub.com Marissa DiBartolo Senior Editor mdibartolo@adventurepub.com Ali Mierzejewski Senior Editor amierzejewski@adventurepub.com Maddie Michalik Associate Editor mmichalik@adventurepub.com Stephanie Grassullo Assistant Editor sgrassullo@adventurepub.com Xandra Harbet Assistant Editor xharbet@adventurepub.com Jacqueline Cucco Editorial Assistant jcucco@adventurepub.com Kelly Corbett Editorial Assistant kcorbett@adventurepub.com Joe Ibraham Art Director jibraham@adventurepub.com Bill Reese Production Director bill@toybook.com Lori Rubin Controller/Office Manager lrubin@adventurepub.com U.S. Corporate Headquarters Laurie Schacht President thetoyinsidermom@gmail.com Adventure Publishing Group, Inc.® 307 7th Avenue, #1601, New York, NY 10001 Phone: (212) 575-4510 • Fax: (212) 575-4521 The Toy Book Volume 34, No. 3 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Publishing Group, Inc.® Editorial and advertising offices are located at 307 Seventh Ave., Room 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2018 Adventure Publishing Group, Inc.® All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in USA. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Publishing Group, Inc.® Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Publishing Group, 307 Seventh Ave., Room 1601, 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.
Member, International Toy Magazine Association
EDITOR’S VIEWPOINT
OPPORTUNITIES ABOUND FOR SPECIALTY RETAILERS by JACKIE BREYER, editor-in-chief SPECIALTY IS THE HEART AND SOUL OF the toy industry. This is where dreams come alive: enterprising new and experienced inventors devoting all of their time and energy into creating products they truly believe in; entrepreneurs realizing their lifelong dream of opening their own neighborhood toy store—these individuals are the lifeblood of the toy industry. With Toys “R” Us (TRU) out of the picture the specialty toy industry must come together to maintain that magic, enabling smaller toy manufacturers to bring their toys to consumers, and continuing to provide kids and families with toy destinations—places for fun, play, and shopping all rolled into one. I’ve spoken with several independent toy retailers who feel that the TRU closure is opening up new opportunities for them. They are in a position to capture displaced TRU shoppers, and offer consumers a place to find the perfect toys for themselves and their loved ones. For some toy manufacturers, however, the answer to the TRU liquidation lies in mergers and acquisitions. As I write this it’s only midMay, and so far this year we’ve already seen the acquisitions of K’NEX; Gund; Corolle, Tucker; the assets of Saban Brands; Quercetti, Mojo, and Viking; Utter Nonsense; Geoworld; and Kid O. Companies such as Basic Fun!, PlayMonster, and Spin Master are rapidly expanding their catalogs with new products, brands, and entire companies. It may seem a bit scary on the outset, but when you consider that it’s building and strengthening the toy industry’s mid-tier of manufacturers, it’s a good thing. Check out Sean McGowan’s take on this trend on page 18. In this issue we chat with specialty toy retailers and manufacturers to get an up-close and personal look at what’s happening in the specialty marketplace. Check out our participants’ input on what’s driving the industry and what lies ahead for the fourth quarter on page 24.
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© 2018 Jonny Hawkins
“It’s one of the last places to go to get playful things. Maybe we should open ‘Toads ‘R’ Us.’” Are you heading to NOLA? ASTRA’s annual Marketplace and Academy takes place in New Orleans this year, and The Toy Book will be there! Be on the lookout for our team, and check out some of the highlights from the show in our ASTRA showcase, beginning on page 34. In a world consumed by technology, parents strive to help their kids find balance through toys that encourage the use of their imagination. Dress-up and role-play toys teach kids to express themselves and think outside of the box. The Toy Association examines the importance of imaginative toys on page 14. Licensing Expo took place last month in Las Vegas. In this issue we highlight some of the best new kids’ properties beginning on page 84.
Are you seeing an influx of unicorns lately? I know we are! Check out our roundup of the sparkliest, shiniest unicorn toys hitting shelves this year, on page 20. There’s so much more inside! Enjoy this issue of The Toy Book, and tweet @toybook with your feedback. We’d love to hear from you! »
Jackie Breyer is editor-in-chief of The Toy Book and the Toy Insider, and editorial director at Adventure Publishing. She has been reporting on new products and toy industry trends for 16 years. Contact her at jbreyer@adventurepub.com.
INDUSTRY UPDATE
KELLYTOY EXPANDS SQUISHMALLOWS PLUSH TOY LINE Kellytoy adds Stackables to its Squishmallows line of squishy plush. The Stackables feature a square-shaped based on the classic, rounder design of the originals, and are available now. The new Stackables will be available in 10 styles, including pandas, owls, foxes, cats, and penguins. The line is available in a small 8-inch size and a medium 12-inch size. Each Squishmallows character has a unique background story detailed on its hangtag, and is made of soft polyester with a marshmallow-like texture. More than 4 million Squishmallows have been sold since its launch last fall. The line is available at national retail chains, gift shops, and online at squishmallows.com. »
Squishmallows Stackables
9 STORY MEDIA GROUP LAUNCHES NEW CONSUMER PRODUCTS DIVISION 9 Story Media Group launched a new consumer products division, 9 Story Brands. Following 9 Story Media Group’s recent acquisition of Out of the Blue Enterprises, the new division brings Out of the Blue’s and 9 Story’s licensing endeavors together under the new division. The new consumer products group will focus on building global kids’ brands on- and offscreen, allowing audiences multi-dimensional experiences with their favorite characters. 9 Story’s Kristin Lecour and Out of the Blue’s Kyra Halperin will co-manage the division, with both reporting to 9 Story’s chief strategy officer, Natalie Osborne. Lecour will lead international efforts and Halperin will direct U.S.-based initiatives. In addition, 9 Story Media Group redesigned its corporate logo, marketing assets, website, and more to create a new contemporary look. »
THE NPD GROUP REPORTS 25 PERCENT OF KIDS’ PRODUCTS FEATURE A LICENSE Licensed products captured one quarter of unit sales in the U.S. for kids ages 14 and under, according to fourth quarter 2017 findings from the U.S. Kids License Tracker, the latest service from The NPD Group. While licenses are present in kids’ lives throughout
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their youth, kids tend to age in and out of different licenses as they grow up. At nearly 30 percent, kids ages 3 to 5 represented the largest age group for licensed sales. The industries that over-indexed in this age group were toys, games, puzzles, arts and crafts, and health and beauty. Paw Patrol captured the largest share of sales in this age group. The second largest group included kids ages 6 to 8, with 23 percent share of the kids’ licensing market. The industries holding the highest share for this age segment were fashion accessories, apps, in-app purchases, and school supplies. Star Wars accounted for the largest share of sales among this age range. In the fourth quarter of 2017, licensed sales for kids amounted to approximately $17 billion in consumer spending. Across all industries, clothing captured the largest share of product sales, followed by toys, games, puzzles, party supplies, costumes, and books. »
REDWOODVENTURES EXPANDS SMOOSHY MUSHY LICENSEES OLO Industries, in partnership with RedwoodVentures, introduced Smooshy Mushy licensees in North America and Europe. The brand is based on the collectible toy line that launched in the U.S. last year. Evolution USA and Lisle Licensing, Smooshy Mushy’s exclusive licensing and brand management agents, released the first list of Smooshy Mushy licensed products to
appear at retail in North America, the UK, and Europe. Licensees include Inkology for school supplies and stationery; Horizon Group for arts and crafts and activities; Spin Master and Cardinal Industries (worldwide rights) for games and puzzles; KIDdesigns Inc. for youth electronics; Franco Manufacturing for bedding, beach, bath, accessories, and room décor; Fiesta Concession Corp. for amusement plush and novelty; BLMP Network (worldwide rights) for online assortment of digital collectibles; Radz II for novelty candy and confections; The Bentex Group of companies (H.I.S. International, Dreamwave, and Extreme Concepts) for apparel, T-shirts, swimwear, and outerwear; Handcraft Manufacturing Corp. for packaged and hanging underwear; Fast Forward for bags, backpacks, and lunch kits; Concept One for headwear and cold weather accessories; and High Point Design for hosiery, tights, and slipper socks. Other categories in final negotiation for the North American market include sleepwear, plush, health and beauty care, hair accessories, and publishing. In addition, OLO Industries and RedwoodVentures will support the brand expansion of Smooshy Mushy with short-form animation in conjunction with Wild Brain. »
GOLIATH ACQUIRES TUCKER Goliath acquired Tucker, a manufacturer of outdoor toys. Going forward, Tucker will now operate as a center of ideation and R&D within Goliath. Retailers will continue to be serviced by their existing distributors, accord-
INDUSTRY UPDATE ing to Goliath. Established in 2001, Tucker was successful in the sports toy category. Its Phlat Ball line is available in close to 60 countries and sold more than 23 million units. »
SIMBA-DICKIE GROUP ACQUIRES COROLLE SAS
The Simba-Dickie Group announced the purchase of the main assets of French doll manufacturer Corolle SAS and the continuation of the complete business with a new established company under the name Corolle SAS. The brand’s world headquarters will remain in Langeais, France, with North American distribution coming through Total Biz Fulfillment in Grantsville, MD. »
JAY@PLAY LAUNCHES BOXY GIRLS
Jay@Play, creators of the Original FlipaZoo plush toy, introduces Boxy Girls. In an exclusive retail partnership with Walmart, Boxy Girls launched in stores on May 21.
Combining the play patterns around fashion dolls and collectibility, the story behind Boxy Girls is that they love to shop online and can’t wait to open the packages full of miniature goodies delivered to their doorsteps. With four Boxy Girls to collect (Riley, Willa, Nomi, and Brooklyn), each doll has a distinct personality and comes with four surprise packages. Kids get to find out what’s inside—including makeup, shoes, bags, and more. Additional surprise boxes are available for purchase in packs of six. Boxy Girls will be available exclusively at U.S. Walmart stores nationwide. »
WOWWEE, PENGUIN RANDOM HOUSE LAUNCH FINGERLINGS BOOK COLLECTION WowWee partnered with two children’s divisions of Penguin Random House for a global publishing program for Fingerlings. Penguin Young Readers and DK will create a library of narrative and non-fiction titles based on the children’s toy property. The publishing series will be a mixture of
Fingerlings
formats, including handbooks and guides, activity books, sticker books, journals, picture books, and Mad Libs. The first three titles will debut this August, followed by an original story picture book. Striker Entertainment, the worldwide licensing agency for Fingerlings, brokered the deal. » STAY CONNECTED!
@ToyBook
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TOY ASSOCIATION UPDATE
FULL STEAM AHEAD Toy Association Convenes New Committee, Publishes Report to Improve Understanding of Growing STEM/STEAM Movement by KRISTIN MORENCY GOLDMAN, communications specialist, The Toy Association OVER THE PAST FEW YEARS, TOYMAKERS steadily churned out an array of STEM/ STEAM-related toys and games to meet public demand, but there is a lot of confusion—both within the industry and among the general public—about the true meaning of STEM and STEAM, and how these concepts apply to toys and play. Most people know that the popular STEM acronym stands for science, technology, engineering, and math. With the recent inclusion of “arts,” it’s known as STEAM. And with the U.S. Bureau of Labor Statistics predicting that STEM jobs will increase to more than 9 million by 2022, parents are increasingly looking for innovative ways to expose their kids to science- and math-based subjects. But how does STEM/STEAM factor into product development—and how can learning be enhanced through play? “Many toys on the market are labeled as being STEM- or STEAM-focused, but in reality, there is no universally accepted system for understanding what this label means,” says Ken Seiter, executive vice president of marketing communications at The Toy Association. “That’s why The Toy Association has embarked on a multi-year undertaking to bring more clarity to STEM and STEAM. Our research will explore how these topics can be appropriately leveraged by the toy industry, and what’s in store for the movement in the years to come.” The Toy Association convened a Strategic Leadership Committee comprised of experts in STEM/STEAM fields in mid-2017. This spring, the committee will release a new report, “Decoding STEM/STEAM,” to shed light on the meaning and history of STEM/ STEAM, eradicate myths and misconceptions about STEM/STEAM education, drive innovations in science- and math-based toys, and help parents better guide their children’s learning. The report tackles key points, challenges, and stigmas related to STEM/STEAM, includ-
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ing role models, stereotypes, and culture (e.g., children need role models to imagine themselves as someday being scientists or mathematicians); math anxiety (parents who are intimidated by math unknowingly influence their children); the important role the arts play in finding solutions to scientific problems (underscoring the value of the STEAM acronym); and more.
THE TOY ASSOCIATION STEM/ STEAM STRATEGIC LEADERSHIP COMMITTEE MEMBERS: ww Babette Allina, director of government and corporate relations at the Rhode Island School of Design ww Karen Bartleson, president and CEO of IEEE (Institute of Electrical and Electronics Engineers) ww Dr. Jo Boaler, professor of mathematics education at Stanford University and the co-founder of youcubed. org, a website that offers ideas to excite students about math
“Our overarching goal is to help toy manufacturers, parents, and teachers encourage children to use toys and play to grow and enhance their learning—and build lifelong skills,” adds Seiter. The full “Decoding STEM/STEAM” report is available in the Research & Data section at toyassociation.org. In the coming months, the committee will look more specifically at the unifying characteristics of STEAM toys to help guide manufacturers in developing products that foster STEM/STEAM discovery and learning. »
As The Toy Association’s communications specialist and editor of its Toy News Tuesday e-newsletter, Kristin Morency Goldman stays abreast of the latest economic data; safety standards; trends; and toy-, play-, and youth entertain- ment-related news.
ww Dr. Knatokie Ford, founder and CEO of Fly Sci Enterprise, an education and media consulting organization focused on leveraging the power of storytelling to promote social change, particularly in STEM fields ww Janet Iwasa, research assistant professor in the biochemistry department at the University of Utah ww Roger Malina, astrophysicist, editor, and art science researcher ww Rafael Núñez, professor of cognitive sciences at the University of California, San Diego, where he is the director of the Embodied Cognition Laboratory ww Lucinda Presley, executive director of ICEE (Institute of Creativity Empowers Education) Success Foundation
ASTRA’S INSIGHTS
FROM TYPEWRITER TO TOYS: Mary Sisson, ASTRA Lifetime Achievement Awardee
by KIMBERLY MOSLEY, president, American Specialty Toy Retailing Association A LITTLE BOY IN MARY SISSON’S TOY store wanted to play a board game. He brought her one game after another from her well-stocked shelves and—to his increasing exasperation—each time she had to admit that she didn’t know how to play the game he selected. “Jacob,” she said finally, “my husband works nights and my kids are grown, so there’s no one at home for me to play these games with.” “Miss Mary,” Jacob advised sternly, “you need to make more friends.” Making friends? That is no sweat for Sisson. She jumps right in, gets involved, and makes things happen when she takes on something new. That’s one reason the American Specialty Toy Retailing Association (ASTRA) will honor her with its Lifetime Achievement Award at the 2018 ASTRA Marketplace & Academy in New Orleans. THE EPIPHANY As the owner of Kazoodles Toy Store in Vancouver, Wash., Sisson found her way to toy retailing after a long career in journalism—some of it spent as a stringer for The Oregonian while she raised her three kids. “I would write news stories while watching Sesame Street,” she laughs. “Maybe that was the start of combining business with healthy, developmentally appropriate content for kids— just like an independent toy store does.” After she and her husband Bob each received a small inheritance, they had the “Let’s
open a toy store!” epiphany. They did their homework, which is where ASTRA and all of Sisson’s friends come into play. Due diligence meant Sisson had to take retail courses at the local community college, but ASTRA had a bigger impact on her emerging retail management skills. “ASTRA was our toy store university,” Sission says. “I could do lots with words, but numbers were a mystery to me. I quickly figured out that even a journalist can run a toy store as long as you have ASTRA behind you.” The couple traveled from California to New Hampshire, visiting more than 30 ASTRA stores to learn from the best in the business. “Toy people were very generous with sharing their own experience in running a store,” says Sisson. “Many are now close friends.” Kazoodles opened its doors on March 1, 2006. One hour in, Sisson posted, “This is fun!” on the ASTRA listserv. Two months in, Sisson volunteered to become editor of the ASTRA quarterly member newsletter, which later became Toy Times magazine. Twelve years later, she pages through a notebook packed with contents from every issue. SERVING WITH LOVE “Editing the newsletter and Toy Times has been a great way for me to give back to ASTRA,” says Sisson. “Hopefully, all the ideas and business insights that ASTRA members have shared with me—and many more—have been multiplied and sent back to the entire ASTRA membership through the magazine.” During Sisson’s tenure as editor, ASTRA published a wide variety of stories in its member publication. Some were fun and light (e.g. toy store names), focused on specific stores, provided business how-to advice, and even centered on strategic issues in the industry (e.g. store ownership succession, shop local, toy safety). “Here’s one from December 2009 titled, ‘What If Something Happens to the Top Banana?’” says Sisson. “It discusses tactics for delegating and time management if you are ill or occupied with personal matters. It’s a great example of quick, on-the-go professional development we can all use, even in
Mary Sisson reads a story with a Kazoodles shopper.
those brief moments when we only have time to skim one article while grabbing a five-minute lunch.” What does the Lifetime Achievement Award mean to Sisson? “Never in my life did I dream I would share this honor with others who have inspired me so much,” she says. “ASTRA has so many outstanding business people, and we all share a passion for influencing the next generation of kids to be thinkers, creators, and contributors. “A man in our church owns a regional burger chain with the motto, Serve with Love,” Sisson continues. “For me, the hours I devoted to writing and editing over the years was my way of serving the ASTRA community with love. “It’s been a joy to get to know ASTRA members over the years, both those I’ve interviewed and those who have selflessly written stories to share their expertise and strengthen the ASTRA community. I’ve kind of gotten a reputation as the grammar nerd, but it’s all with the goal of creating a quality publication. I’m looking forward to seeing where the next editor takes the Toy Times!” Quality, indeed. From all your friends at ASTRA, thank you, Mary Sisson, for a job well done. »
Kimberly Mosley, president of the American Specialty Toy Retailing Association, is an experienced, award-winning, results-oriented association executive with a long track record of success in managing association operations, developing innovative programs, and growing revenue.
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INDUSTRY PERSPECTIVES
IMAGINATIVE PLAY
Reflecting the Values and Careers of Millennial Parents by LAURIE CHARTORYNSKY, communications specialist/content developer, The Toy Association INSPIRING IMAGINATIONS WAS ONE OF The Toy Association’s top toy trends at the 115th North American International Toy Fair in February. Imaginative play is getting a boost from career trends of millennial parents and changes in school curriculum. More mathand science-focused playthings allow kids to explore a variety of skills and talents, with products such as career-driven costumes and open-ended building kits. “From dress-up scientists to cyberheroes, toymakers are creating innovative playthings that are inspiring kids to be strong and confident as they explore worlds that reflect what their parents are likely doing in real life,” says Adrienne Appell, trends specialist at The Toy Association. THE DEVELOPMENTAL BENEFITS OF ROLE PLAY Kids learn to express themselves by creating imaginary worlds in which they can act
out feelings, such as empathy or anger, in an environment they are comfortable in, according to The Genius of Play, The Toy Association’s initiative to raise awareness about the important developmental benefits of play. Role play is a way to help kids practice communication and improve their vocabulary, giving them a chance to use words they’ve heard adults and other kids use. Experts say role play also promotes creative expression and narrative thinking, and encourages both independent and cooperative play. Little Medical School’s My Little Veterinarian Kit and My Little Pediatrician Kit, designed for kids ages 4 and up, encourage kids to act out a visit to the vet or pediatrician for a “nose to tail” or “nose to toes” check-up. The vet kit teaches kids the basics of a check-up for their pets and what to look for in a healthy puppy. The pediatrician kit includes a white doctor’s coat, a plush baby toy, and a doctor’s workbook to keep track of a baby’s progress, all of which add to the
realistic role-play of caring for infants. Older kids can discover the field of sports medicine and injury prevention with bandages and learning to identify the 27 bones in each hand with the My Little Sports Medicine Kit, designed for kids ages 6 and up. The STEAM Career Dress Up Set, from Dexter Educational Play, introduces kids to STEAM-related concepts and occupations, such as marine biologist, tech engineer, mechanical engineer, and video game designer, through imaginative play. Each dress-up item fits most kids ages 4 to 7 and features a simple Velcro closure in front to easily slip on over clothing. “When children role-play, they are creating stories, solving problems, and relating with other children; they are building brain power in all of these areas,” says Kim Hefley, president of Dexter Educational Play. “Because it is so much fun, we often underestimate that children are learning on multiple levels.” Science- and math-related dress-up sets can have a far-reaching impact. “Children can opt out of a career by age 4 simply because they are not exposed to it in their environment,” says Hefley. “Dressing up opens a door for a child to play and be inspired, perhaps to be a mechanical engineer and build a flying car, or tech engineer and build a robot. The key is for the child to have fun and build confidence in their ability to learn.” SOCIALLY CONSCIOUS IMAGINARY PLAY Imaginative play also encourages kids to be more socially conscious through scenarios such as shopping at a local farmers’ market or playing a part in saving the environment, reflecting the interests and values of their millennial parents. Cyberhero League is a new line from Evolutionary Guidance Media R&D that encourages kids to be active global citizens through augmented imaginary play. Using the Bluetooth-enabled Cybershield Hero Device and Cyberquest collectible medallions, kids can
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INDUSTRY PERSPECTIVES set out on hero adventures to rescue people in need, help endangered species, and protect the planet. When they’ve completed their missions, kids can log their activity through a synced app, allowing them to gain rewards and unlock donations to one of the game’s 13 nonprofit partners. The game teaches kids about social and environmental responsibility, cultural diversity, sustainable development goals, and STEAM subjects, says Dana Kilsanin, designer of the game and founder of Evolutionary Guidance Media R&D. “Cyberhero League was developed to introduce the cyberhero, a form of the hero archetype that refers to individuals who use digital technologies to act on behalf of other people, animals, and the environment—an antithesis to cyberbullies and cybercriminals,” Kilsanin says. “Kids are more aware of global challenges than ever before. The refugee crisis, climate change, lack of access to basic needs, and extinction of species are just some of the issues they learn about at school and through the media. Children want to do more than fantasize about being heroes. They just need the tools.” STIMULATING CREATIVITY THROUGH OLD-FASHIONED PLAY Toymakers offer plenty of options for kids to enjoy imaginative play free of modern technology.
STEAM Career Dress Up Set, from Dexter Educational Play
Playdate in a Box, from Artful Playdate, encourages kids to invent their own superpower or build the confidence to perform on a stage. The kit stimulates creativity, boosts self-esteem, and teaches kids how to interact socially and resolve conflicts, all without using tech devices, according to founder and CEO Letitia Fox. Each themed box includes costumes for two kids, craft activities, and a secret scroll that takes kids on an imaginative adventure. The boxes are currently available in Superpower Girls and Superpower Boys, Rockstar Diva and Rockstar Dude, and the Pirate Adventure in a Box. The company has additional
themes slated for launch next year. “Children are becoming more isolated. Sometimes you find two kids on tablets during a play date,” says Fox. “Playdate in a Box is about getting kids to depend on tech less and depend more on human interaction and communication.” Sharingland offers kids custom cardboard environments to foster imagination and creativity. The Space Odyssey Playhouse Kit is a nearly 4-foot-tall playhouse that features themed accessories to encourage friendly play including space vests and goggles, a command center, aliens, and more. Sharingland’s other themed playhouses include Windmill Farm Playhouse Kit, Grand Palace Playhouse Kit, Epic Castle Playhouse Kit, and Ancestral Teepee Playhouse Kit. “The fresh and fun playthings we are seeing this year reflect today’s times and offer kids engaging ways to explore new worlds and build lifelong skills as they play,” says Appell. For more information about the hottest toy trends of 2018, visit www.toyassociation. org/trends. » Laurie Chartorynsky has been a member of The Toy Association’s communications team since September 2016. At The Toy Association, she is responsible for the weekly e-newsletter Toy News Tuesday, and writes articles based on the latest trends in the toy industry for trade publications. Chartorynsky has a Master’s degree in journalism from Northwestern University.
Space Odyssey Playhouse Kit, from Sharingland
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TALKING SOCIAL MEDIA
FINDING THE RIGHT DIGITAL INFLUENCERS Why It’s Crucial to Pair Your Brand with the Right Influencer
by CHARLENE DELOACH, blogger at Charlene Chronicles and Metrowest Mamas We have all heard of the phrase, “It is not just the destination, but the journey.” This phrase is especially noteworthy as it relates to the relationship between investors and influencers, or brands and online content. The right influencers will help you get to your destination and enable you to have a great journey on the way there. Most businesses know they need to work with influencers, but often don’t actually know who the influencers are that represent their brand. Content creators are often only selected for brand-based campaigns resulting from paper-based statistics: unique monthly views, number of Facebook fans, number of Twitter followers, ages of their children, geographic location, etc. However, are these same individuals professional? Do they love your product on and offline? Does your product fit within their online content? Who are they really? The best comparison is to online dating. You see a headshot, brief stats, and maybe a couple of interests. Would you send a marriage contract over to them if they met your criteria on the screen? Probably not. You would date them to see if you get along, and whether you have similar values and interests. You should consider your connection with influencers in the same way. While not all marriages last forever, online content does. Find the influencers that meet your criteria, but then communicate with them face-toface and see if you can have a quality, lasting partnership. Remember: While you may only “date” for a short time (in terms of meeting your marketing goal), the memories of that time will (digitally) live forever. A great partnership also will extend beyond the online space. I’ve often made product recommendations at a Parent Teacher Organization meeting, at a lunch with an old friend, or in line at the grocery store.
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Influencers are always influencing—on and offline. The right influencers for your brand will naturally engage with others about what they love, and they love to share their favorites. If it is just a way to make a quick buck to post online, they probably won’t be apt to share offline, and you’ll miss out on that exposure. Find partners that not only care about you when you are there, but also when you are not there. Have focus groups and insight meetings. Offer suites at events or conferences where you can sit and engage in a conversation to learn a bit about each other. Don’t just shill your product—sell your brand. Instead of having a date that only talks about themselves and how great they are (we all know that gets old fast), you want to have a twoway dialogue and learn about each other. That way, if you want to go to the next level, you know that they are committed to your brand, but that they are also the right fit. That may mean you need to expand your criteria a bit to find the right influencer. Alternatively, you might need to delve deeper because those that look great on paper might not be a great fit after all. Either way, the ones you do “date” longer, you’ll know are the best. Good communication is an important part of all relationships—including those between influencers and brands. Create lines of communication at set intervals during the campaign. Set up check-in times to let the influencers ask questions and ensure they are meeting deadlines. If the campaign is small enough, write personal emails when communicating versus a mass email blast. Personalized outreach establishes a better connection with the creator. In fact, in lieu of texts and emails, professional relationship experts suggest picking up the phone or talking in person to maintain healthy relationships. If possible, consider calling your content cre-
ator or setting up in-person meetings. Not all partnerships last beyond the first campaign. If you no longer want to work with an influencer on future endeavors, let him or her know at the end of the campaign. Say something along the lines of, “We want to work with other influencers so they have an opportunity to learn about our brand…” Or, be upfront when you hire a content creator and let him or her know it is a one-time opportunity, so there is a clear understanding and no awkward moments. And if you end up having a positive experience with the influencer, continue working with him or her. Don’t just focus on getting your product name in the social media space. While it is a valid marketing strategy, it shouldn’t be your only one. You also need to find the opportunity to connect in person with influencers to determine if any content creators may be a good partner. The number of digital influencers grows expeditiously every day. It is even more important than ever before to make sure your brand does its homework to determine the right online partners for you. »
After writing laws for 15 years, and working in the White House and State House, private and public practice Attorney Charlene DeLoach traded in her power suits for power yoga, and now blogs about whatever she wants—specifically, fabulous things such as toys, travel, and technology at charlenechronicles.com and metrowestmamas.com. As a mom to two young children, she works extensively with brands to share relevant information to millennial moms and Gen Xers. She also has been the team lead for the Toy Insider Parent Panel since 2012 and co-hosts Sweet Suite, Holiday of Play, and Blogger Bash since 2013. Charlene has been a speaker at various conferences on how bloggers and brands can better work together, as well as legal issues in social media.
WHAT’S POPPIN’:
SWEET SUITE’S NEW COLLECTIBLES LOUNGE IS A TREAT FOR GEEKS ON JULY 11, THE TOY BOOK AND THE TOY INSIDER WILL HOST the ninth annual Sweet Suite event, known as the BIGGEST Night of Play, at Pier Sixty in New York City. The event will welcome more than 250 digital influencers, 150 members of traditional press, and 80 toy brands to meet face-to-face and get hands-on playtime with the hottest toys and games of the season. Guests will enjoy delicious food and cocktails, all while getting a first look at new product reveals and making new industry connections. Last year at Sweet Suite, guests enjoyed one-on-one time with representatives from the hottest kids’ brands and properties on the market, including VTech, LeapFrog, Just Play, Warner Bros. Interactive Entertainment, Spin Master, Mattel, Simplay3, MGA Entertainment, K’NEX, LEGO, and more. For the second year in a row, Sweet Suite will partner with top YouTube creators to bring Sweet Suite Live—a livestream of toy unboxings—to the event floor. Top sponsors will create custom boxes for YouTubers to open live on camera in the special Sweet Suite lounge, while thousands of followers watch the fun from home. Last year, channels such as Mommy and Gracie Show, That YouTube Family, Little Lavignes, Kitties Mama, Kid Toy Testers, and more participated in the fun. Enormous swag boxes will also be shipped directly to attendees’ homes after the event, sparking a resurgence in social media impressions and ensuring influencers and journalists have products on-hand to review and share with their followers.
New this year, the What’s Poppin’ Lounge will be a haven of geeky, fun toys and collectibles geared toward teens and adults, sponsored by the Pop Insider. The Pop Insider is a brand new digital medium created by the team at the Toy Insider, dedicated to highlighting the latest news and new products from all your favorite fandoms. The Pop Insider features announcements and reviews of the latest collectibles, licensed products, and entertainment content. Check it out at thepopinsider.com. On Thursday, September 20, The Toy Book and Toy Insider team will host the seventh annual HoliDAY of Play event in New York City, where members of the media will be the first to see the Toy Insider’s Hot 20, Top Tech 12, and STEM 10 hot holiday toy picks, as well as meet with top manufacturers just before the start of the holiday season. This one-of-a-kind cocktail party will welcome traditional press, lifestyle bloggers, and YouTube personalities to engage with sponsors and experience the top holiday toys. Just in time for a firstlook at the hottest holiday toys, HoliDAY of Play is a great place to show off new products and be a part of the first round of holiday shopping coverage. » If you’re interested in learning more about these events, contact Laurie Schacht at thetoyinsidermom@gmail.com or Jackie Breyer at jbreyer@adventurepub.com.
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PRIVATE EQUITY
AND THE NORTH AMERICAN TOY MARKET by SEAN MCGOWAN, managing director, Liolios Group I COVERED TOY STOCKS ON WALL STREET for about 30 years. When I started in 1986, there were about 10 public U.S. toy manufacturers, and three public toy retailers. Today, there are only six public toy companies of any significance in North America, and a total of only about 10 in the North American, European, and Asian stock markets. Think about that: There are more than 950 members of the Toy Association, North America’s main toy trade association. More than 1,000 exhibitors brought their wares to New York Toy Fair earlier this year. And the vast majority of the market value of public toy companies is typically concentrated in the top two or three stocks, usually the top two. In North America today, the combined value of the six public companies is about $23 billion. There’s a lot to unpack in all of that. First, the fact that there are only six public toy companies is surprising. This is an industry with low barriers to entry, and there are new companies formed every day. Why are so few going public? Granted, there aren’t very many public companies in any industry these days, so why should the toy industry be any different? Second, the combined value of those six North American toy stocks is $23 billion, or roughly the same level of retail toy sales in North America. The six public toy companies do have a fairly high total share of sales in the North American market. Let’s say that these companies account for about one third of the industry’s North American sales. Does that imply that the combined value of the rest of the industry is only about $70 billion? This would be shocking, especially considering that there are some very large private toy companies. In fact, LEGO, the biggest of all, is private and so profitable that its value is surely greater than $15 billion, perhaps greater than $20 billion. That would imply that all the other private toy companies might only be worth about $50 billion, and when you consider companies such as MGA, Moose, KidKraft, Melissa & Doug, and others doing north of $100 million in revenue, it’s likely that there is a lot more value in the private companies than might appear to be the case. It’s possible that the reason there are so
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few public companies is that public investors don’t regard toy stocks with much loyalty. The valuations of toy stocks fluctuate widely over time, and gyrate violently in the face of the normal ups and downs that come with purveying cyclical products in a seasonal retail setting. But that doesn’t mean that toy companies aren’t good investments. In recent years, there was a significant increase in the amount of private equity (P/E) activity in the toy industry. Over the past 10 years, there was an explosion of investments by P/E firms into the toy industry. Companies such as Alex Brands, KidKraft, PlayMonster, Melissa & Doug, Alexander Doll, and many others attracted P/E capital. What is it that P/E investors see that the investors in public toy stocks sometimes don’t see? Investors in public stocks have different goals for different investments. Sometimes they look for rapid revenue growth, and will pay up for high growth and tolerate losses in the name of growth. Other times they look for predictable cash flow that they can buy at a discounted price. But when a P/E firm makes an investment, it has an even wider range of motivations. It could be looking to turn around a company with a proud past that needs some help— think Alexander Doll. Perhaps it is just buying the name and hopes to re-create a new company under that brand umbrella—think FAO Schwarz. Even more ambitiously, perhaps it is looking to create a platform onto which it can “bolt on” future acquisitions—examples include Alex Brands, PlayMonster, and Basic Fun. Perhaps the idea is simply to let the management run the company the way it was before, but provide support in the form of back office systems, warehousing, media buying, etc., to boost operations. One motivation that most P/E investors have is to eventually have a liquidity event. For the founders of a company, the sale of all or part of the company to a P/E firm is a liquidity event. For the P/E firm, the liquidity event is likely to be one of three scenarios: sale to another financial buyer (i.e., another P/E firm); sale to a strategic buyer (i.e., another toy company or similar company that can save money by streamlining costs); or sale
to the public markets. This last option has become rare, but the first two are flourishing. One irony I see is that the very thing that P/E investors like is the thing that public investors tend to overlook: predictability. Most investors in public companies want growth, and sometimes when companies push too hard for growth to satisfy public investors, they can stumble. Public investors get bored with companies that just grind out steady sales with modest variation from year to year, producing cash flow that is a mid-teens percentage of revenue. P/E investors love this kind of company, especially if the cash flow can improve without pushing the gas pedal very hard on revenue. Changing factories, streamlining accounting functions, and consolidating logistics with other operations are all ways to boost cash flow without touching the top line. Increased cash flow can, in turn, be reinvested in the business to seek growth, so it’s not that growth is to be avoided, it’s just to be pursued prudently. I think we are going to see a lot more P/E activity in the coming 18 months. Small, private companies that did a high portion of their sales with Toys “R” Us had the rug pulled out from under them, first by not getting paid for last year’s shipments, and second by losing their biggest customer. Many don’t have the ability to access other sources of capital, and will be looking either for P/E capital, or a sale to a strategic buyer. As a consequence, this will be a buyer’s market, and P/E firms that were looking to monetize prior investments may want to wait until things firm up. Or, they may want to add to their portfolios as a way of increasing the value of their holdings. »
Sean McGowan is a managing director on the consumer team of the Liolios Group, which provides capital market navigation and advisory services. He has been closely following the toy industry for 30 years, analyzing product trends, cost changes, marketing practices, and other aspects of how products and companies succeed (or don’t). He also follows digital gaming, sporting goods, and juvenile products. In addition, he is on the Board of Advisors of the Toy Industry Foundation.
by STEPHANIE GRASSULLO, assistant editor
THE TOY AISLE IS A FASCINATING PLACE TO BE RIGHT NOW. TURN LEFT, AND YOU’LL FIND YOURSELF SURROUNDED BY pimple-popping and punny poop toys. But, turn right, and you are transported into a whimsical land filled with magical unicorn friends. This year’s fairytale-inspired trend encourages kids to use their imaginations as they incorporate the fantastic into everyday play. It may not come as a surprise to find unicorns in the plush category, but manufacturers are translating this trend into other categories, including outdoor toys, tiny tech, and more. Take PlayMonster’s My Fairy Garden Unicorn Paradise, which encourages kids to grow and care for their own plants. As they explore nature, they also push the boundaries of their garden into mythical realms. Even manufacturers that carry plush lines find ways to reinvent this trend. For example, Kellytoy’s Uni-Pets go beyond typical unicorn plush, creating hybrid creatures for little ones to cuddle. Regardless of the category the toys may fall under, they usually feature shimmery fabrics and colorful patterns that instantly catch a child’s eye. With such a wide selection available for consumers to choose from, manufacturers have to step up their game in order to create a product that will hold its own. Check out a few of this year’s hottest unicorn toys below. » PLAYMONSTER will add new themes and features to its My Fairy Garden line, including a new unicorn-themed set, Unicorn Paradise. The kit features a garden on and around a cave, where the glittery unicorn, Celeste, can rest and hang out with her fairy friend, Dahlia, and Dahlia’s pet turtle, Pebbles. Similar to the rest of the My Fairy Garden line, this set includes soil and seeds to grow real plants and flowers. Designed for kids ages 4 and up, the gardening set will be available in the fall.
This spring, REDWOODVENTURES introduces season two of its Smooshy Mushy Yolo Froyo pets, including a new unicorn friend. Kids can place the delectable collectible in the freezer and watch as it magically changes color. Once removed from the freezer, the pet will respond to touch and revert back to its original color. Designed for kids ages 4 and up, there are four pets for kids to collect.
Smooshy Mushy Yolo Froyo Unicorn
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Uni-Pets is a new collectible plush toy line from KELLYTOY featuring fairytale creatures. Designed for kids ages 3 and up, the cuddly 11-inch pets are hybrid creations that cross a unicorn with other familiar animals, including a pig, cow, lion, monkey, panda bear, puppy, cat, and elephant. Lion Uni-Pet
SPIN MASTER will add to its Zoomer line of robotic pets with Zoomer Zupps Tiny Unicorns. Kids can pet their unicorns, brush their manes and tails, and press their noses to play a Zupp game and hear magical sounds. The pets feature unicorn horns that light up, and each can do a secret trick. Each Tiny Unicorn comes with a comb and a collector’s card that lists more information about the pet’s personality. Designed for kids ages 4 and up, the line will be available in the fall.
BIGMOUTH INC.’s Ginormous Unicorn Yard Sprinkler is made of vinyl and is easy to inflate, move, and pack up. It stands approximately 7 feet tall, and connects to a garden hose to spray water out of the trademarked horn. Starshine the Bright Lights Unicorn, from VTECH, features seven charms that kids can place on three magic heart locations to see the horn light up and hear the name of colors and objects in English or Spanish. Kids answer quiz questions, and can add sound effects to create special songs. As kids squeeze the unicorn’s tail, it flaps its wings and says phrases and makes sound effects. Its hooves feature wheels so that kids can roll it back and forth. Suitable for kids ages 18 months and up, it will be available in the fall. Rainbocorns, from ZURU, hatch from bright eggs made of sparkles, sequins, and rainbow magic. Kids swipe their hearts to reveal a surprise. Each Rainbocorn has fluffy, bright fur, a sparkly horn, butterfly wings, and a colorful mane for kids to brush and groom. The reversible and removable sequin tummy heart patch reveals a new surprise and gives Rainbocorns their special powers. The Rainbocorn collection includes Puppycorns, Kittycorns, Unicorns, Bunnycorns, Monkeycorns, and Hamstercorns. Every Rainbocorn also comes with a little Boo-Boocorn, a tiny collectible baby Rainbocorn hidden in a secret egg. Designed for kids ages 3 and up, Rainbocorns will be available in the fall.
JUST PLAY’s Barbie Dreamtopia Kiss and Care Unicorn Doctor Set lets kids pretend to care for an enchanted plush unicorn. The unicorn features a light-up horn, and comes with all the tools needed to take care of the magical pet, including a stethoscope and an ice cream snack for rewards. The accessories fit inside the rainbow backpack for easy storage, or on-thego play. Designed for kids ages 3 and up, the set launched this spring.
This summer, MOOSE TOYS will extend its line of Little Live Pets with the Lil’ Unicorn, designed for kids ages 5 and up. The unicorn pet trots and dances, and kids can feed it and brush its colorful mane and tail.
Through BASIC FUN!‘s exclusive dstribution partnership with Colorific Toys, it will introduce Build A Bot pets in the U.S. and Canada this fall. Designed for kids ages 5 and up, the bots come in a unicorn style and feature an easy click-and-create system. Kids can assemble and decorate the pet, and the magnetic accessory will bring it to life.
Rainbocorn Unicorn
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SPECIALTY TOYS & GIFTS
THE YEAR TO SHINE For Independent Toy Stores by CHRISTINE OSBORNE, owner, Wonder Works; principal, Christine S. Osborne LLC WITH TOYS “R” US (TRU) CLOSING, MANY independent toy stores have been barraged with questions regarding what this means for the industry. The questions are not so much about their sales, but about the sustainability of the toy industry. Many wrote articles regarding the large debt structure that led TRU to close; however, its impact on the toy industry, as well as the implications for the next generation of toy buyers and a special group of growing retailers’ has yet to be explored. TRU established locations that focused on toys for all ages. Yes, they were large; yes, they were impersonal; yes, the shopping experience at TRU was intended to be sensory. However, customer service fell short. Finding an actual human being to help you pick the perfect gift and explain its features and benefits was a rare occurrence. Events such as story time, LEGO contests, free crafts, Neighborhood Toy Store Days, book signings, and character appearances were also seldom offered. Independent specialty toy stores shine when they provide these play-oriented experiences. They are experts in growing event attendance from five to 50 to 500, and even to 5,000 community members. As my friend and subject matter expert Phil Wrzesinski recently wrote: “The TRU customers will be looking for someplace new. This is the independent toy retailers’ time to shine. You will find them sharing their carefully curated selection of toys and providing hands-on toy experiences, whether it is when customers come in to select a toy or attend one of their frequent events.” Local independent toy retailers are the material that holds together communities all across the U.S. Local citizens own them. They never turn down local schools, churches, charities, and non-profits that ask for donations to raise funds for their causes. They always have a listening ear and word of encouragement for local adult and child
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entrepreneurs/inventors, and thrive on the laughter of children and families experiencing joy from playing with a new toy in their stores. Having been in the industry for 28 years, there is one thing I learned: The independent retailer perseveres through it all. They never quit. Their ability to persist day in and day out is unique. This passion is seen in the true magic they make every single day when they open their local community toy store’s doors. They look inside and know that they offer quality items that their community needs and seeks out. They have an uncanny ability to find the best of the best and motivate their staff, who, in turn, share this excitement with every local who enters their shops’ doors. One thing that stands out in many of the interviews I have listened to and read is that they would rather have a customer leave happy, even if it meant leaving money on the table. They put the community first. The true essence of what these retailers provide is the heart for sustaining a community and an industry that grows our youth and helps families thrive in ways only play can. We are all children at heart, and we all live for those happy moments of smiles and laughter with family and friends. A local independent toy store creates those long-lasting memories inside and outside their stores, with moments of true happiness through the use of a toy. You can bet that these local businesses will not go away, and that they will only grow stronger with the removal of TRU from the world of play. There is no substitution for what independents provide in communities across their cities, states, and country. You might be unaware of their secret weapon in handling difficult times: each other. This group of more than 3,500 local
businesses in the U.S. is small, but mighty. It is tight knit, created by the American Specialty Toy Retailing Association (ASTRA) 26 years ago, and has a strong contingency of veteran specialty toy retailers who mentor and share the best trade secrets with new retailers and each other daily. The sharing and support you find within the specialty toy industry is like none other. Competition amongst each other rarely exists, as each store is fully engaged in its community and customers, and determined to provide them with the best experiences possible where toys are involved. They are extremely resilient and thrive throughout many community and economic crises. They know they cannot do it alone, and they rely on each other and the community to muscle through tough times. What does this mean for the toy industry? It means sustainability. You will see more and more of these local independent businesses opening, providing the products that are the fabric of our lives through PLAY. » Christine Osborne is the owner of four award-winning and industry-leading toy stores, Wonder Works, and the principal of Christine S. Osborne LLC. She brings magic to the Lowcountry through her spirit and enthusiasm, and her stores celebrate the power of a single child. Wonder Works aims to inspire creativity and wonder through hands-on play. The company’s passion lies within the growth and development of child entrepreneurs, entertainers, and charities.
CHATTING WITH THE INDUSTRY The Toy Book spoke with specialty retailers and manufacturers about the latest trends, what’s selling, and how they’re facing the challenges of the specialty toy market.
What does the liquidation of Toys “R” Us mean for specialty toy manufacturers? Compton: The liquidation of Toys “R” Us is the publicized end of an era that most of us in specialty have been aware of for a long time. It is no longer enough for stores to simply stock product, advertise, and allow fourth quarter sales to support an entire year. Specialty retail can no longer be just a transactional business—it must offer more to customers than selection. Selection is available on the internet, many times with free delivery. Sadly, many of our vendor partners and manufacturers are bearing the financial burden of the chain’s demise. A continuing spiral of debt coupled with online, price-focused competition for commodity products was unsustainable. The loss of Geoffrey, however, creates an opening for specialty toy retail to differentiate. We are not little Toys “R” Us stores. We have to continue to redefine the role of retailers’ relationships to the families they serve. Derr: It makes no difference for us—we were growing with Toys “R” Us in the marketplace, and will continue our strategy going forward. The last five years have been our top five sales years since starting in 1996. [We have] great team members, a curated product mix featuring new [hot toys], all wrapped in a WOW in-store environment. Keaton: I see this as an immediate positive opportunity to capture sales at toy specialty stores! Since the mass merchandisers sell high volumes of narrow toy portfolios,
Cynthia Compton,
Owner, 4 Kids Books & Toys Zionsville, IN
Toys “R” Us and specialty toy stores are the answer for kids and parents looking for variety and uniqueness. And now with the departure of Toys “R” Us, this presents a great opportunity for specialty manufacturers and retailers to capture those sales by offering unique toys and giving shoppers the personal attention they need. Of course, specialty toy retailers will be inundated with offers now, as manufacturers look to replace their volume. But this puts specialty retailers in the driver’s seat to partner with key manufacturers to drive traffic, create excitement in store, and gain new shoppers along the way. Kienzle: In the short term, I worry about the effect this will have on the manufacturers. Some will lose a lot of money, have their inventory dumped, or have made product specifically for Toys “R” Us. This puts them in a precarious spot and I hope that they can make it out of this and regroup. In the short term for specialty retailers, I don’t see much effect. I think there’ll be people looking for deals who possibly “stock up,” but the current sense is that this liquidation won’t last long, so I am hopeful that it wraps up well before the holiday season is even a thought in people’s minds. Long term, I think the customers who shop at Toys “R” Us aren’t necessarily “specialty” customers. I think a percentage will trickle over and find a local shop for sure, but most of their regular customers will find their way to other mass retailers or end up buying online. Make no mistake though, even if we can convert a percentage of those
Rick Derr
Owner, Learning Express Toys Lake Zurich, IL
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customers, I think it will be a win for specialty retailers. Long term for manufacturers is harder to forecast because so much depends on how they survive the short term. Quam: There’s no doubt that there are going to be some immediate effects. Some effects will likely linger on into the summer months with prolonged store closings. Perhaps the most drastic effect could directly come from Asia. Toys “R” Us was the lifeblood for many toy factories. If these factories were mostly dependent on Toys “R” Us and also did work for smaller manufacturers, there could be abrupt, unexplained closings leaving some with unanswered questions and inventory. The new product pipeline that specialty thrives upon could dry up quickly, and manufacturers could have empty warehouses that should have been full of their new lineup. Quartin: First, this is just really sad. Whenever a retailer goes out of business, regardless of the size, it affects a host of different types of people. As we take in the news, it’s easy to focus on what it means for business and how we’ll react as manufacturers and organizations, but it’s also important to remember the history and people behind a company that has become an icon within the industry. Friends are losing their jobs and kids will grow up with a different toy buying experience than what their parents enjoyed. That said, while the Toys “R” Us liquidation will be very disruptive to the toy industry, it’s not disrupting a child’s desire to play with toys, nor is it disrupting a parent’s interest
Michael Keaton
President Schleich North America
Ann Kienzle, Owner, *play Chicago, IL
CHATTING WITH THE INDUSTRY in putting a smile on their children’s faces through gift giving. Kids aren’t going to stop having birthday parties and other kids won’t stop bringing gifts. For Thames & Kosmos specifically, teachers aren’t going to stop teaching STEM; parents aren’t going to stop wanting to offer wholesome, educational play experiences for their kids; and kids aren’t going to stop having an interest in science and learning how the world works. So the end-user demand picture hasn’t changed. However, we will likely see a shift up and down the supply chain as retailers look to gain a piece of the significant market share once held by Toys “R” Us. We will likely see new entrants into the toy retail space. International retailers will look to expand into the U.S., existing U.S. chains will expand toy sections, and specialty will see increased demand. All of these factors should help most toy manufacturers ride out the storm. No question that it will be a challenging year for many manufacturers as the market digests and adjusts to the new paradigm, but with a conservative and calculated approach, I’m very optimistic about the future.
The best news is new July introduction items stand a chance to see new homes in thousands of retail stores that have open doors.
Tidwell: First off, with all of the recent news, going into a Toys “R” Us today you’d find 5 percent off any construction toys, which seems to not be motivational to consumers. There is a lull in toy sales post-Easter. The challenge over the next 90 days for specialty toy manufacturers is to connect on items that mean something. Items that might have been designed exclusively for a Toys “R” Us could possibly find their value with consumers at specialty brick-and-mortar stores. I believe specialty toy stores have strong opportunities to gain toy market share back. Despite all the online business, Toys “R” Us was more than $10 billion. The short-term blip of toy clearance sales should not damper the mood children have for new, exciting toys.
Kienzle: We try hard to make our customers feel special and appreciated for shopping with us. This year during the holiday season we had a drink cooler and offered 20 percent off their coffee at our neighborhood coffee shop, which is next door. Little things like that go a long way.
Erik Quam
Director of Product Development Fat Brain Toy Co.
Varda: Epoch Everlasting Play as a manufacturer has deeps roots within the specialty toy market. The unexpected liquidation of Toys “R” Us opens opportunity for the specialty market and manufacturers alike, and we remain dedicated to supporting these independent retailers. How do you maintain strong relationships with regular customers, as well as draw in new customers? Derr: Reputation is key. Our motto is to policy hard, administer lightly! We have rules, but our team is trained to evaluate each situation and apply the Fair Test. What is fair to the customer and what is fair to us. Customers appreciate fairness. We also know many by name and have seen their kids grow up—we are part of the community through donations, special events, and delivering a clean and fun business to Lake Zurich and surrounding communities.
Compton: We build relationships with our customers by being a regular weekly destination in their lives as they raise their families. Our very active event schedule, summer reading program (1,200 to 1,500 kids), school outreach, author events, birthday parties, and parent newsletters all keep our customers in the 4 Kids Family. We rely on that monthly event calendar to draw in new
Andrew Quartin CEO Thames & Kosmos
customers, and hope to build customer relationships as they attend events. Our social media outreach supports our events, and serves to invite new customers to “meet” us by attending an event. We use Welcome Wagon-type services to distribute gift certificates to new residents in the community, and sponsor community events. How does the intimate, hands-on set-up of a specialty retail store benefit you as a manufacturer? Keaton: Specialty retail and Schleich are perfect together. We have similar roots—as Schleich started as a family-owned business— and this approach positively influenced the customer communication for a long time now. Once kids discover Schleich, they are irresistibly drawn to collecting more. This is because of the quality of the hand-painted figurines and what we call “the haptic”—the way the figurines feel in your hand and the quality of the models and painting. This type of experience can best be found in the environment of a specialty retail store. Schleich has two benefits for specialty retailers: First, it’s an impulse buy. The exquisite figurines are high-quality products at affordable prices, and, if merchandised well, very impulsive for kids to request—especially when they get to discover the Schleich figurines in an intimate setting. This increases the average purchase size. And second, when kids begin playing and collecting, they make an average of nine trips per year to add to their collection. This means that Schleich helps specialty retailers drive traffic to their stores. While the kids are making their selection, the environment of the specialty store usually gives a relaxing and inviting space for them to decide on the next addition to their collection. Incidentally, Schleich’s new barns, stables, and other play sets drive more figurine sales as well, so kids, retailers, and parents win by fostering a
Chris Tidwell
CEO Magformers LLC
Michael Varda
President and CEO Epoch Everlasting Play LLC
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CHATTING WITH THE INDUSTRY experience the integrity and quality of products before purchase.
Learning Express Toys, Lake Zurich, IL
traditional and educational play experience for their children (without batteries). Quam: Brand. Brand. Brand. Specialty retailers allow us the amazing opportunity to work with them one-on-one and create unique, highly curated areas within their stores that speak directly to their customers. Nothing in the world of specialty is “cookie cutter,” and we love that challenge. What works for a store in Maine isn’t necessarily going to work in North Dakota. We love the opportunity to create personalized programs, packages, and promotions with our specialty retailers no matter how large or small they may be. We’re also able to share what works in our stores and website with them. Quartin: For Thames & Kosmos specifically, our products are designed to provide hands-on learning and playtime experiences, and the best way to demonstrate how they do that is to do just that—demonstrate it! Because of this, we can’t emphasize enough how important brick-and-mortar specialty retailers are to the success of our products and the growth of our mission to introduce a variety of concepts and skills through tactile processes. Independent retailers provide a unique atmosphere for customers to learn about products; it’s an environment that you just can’t experience with online retailers or even larger chains. We also continue to see more specialty retailers focusing on coming up with ways to
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increase store traffic and to give customers a reason to come back. Oftentimes the solution for this is experiential marketing and special events and programs. Our products, whether they’re coding and robotics kits, magic sets, or board games, are most appealing to and best understood by a consumer when they can see, touch, and use them firsthand. We love the opportunities that specialty retailers provide when they run in-store game days, play days, and hands-on learning events. These opportunities benefit the store, its customers, and us, the manufacturer, as well. Tidwell: Our Magformers product line is a natural hands-on fit. The play pattern is magical. Based on the 3-D creations kids build with our geometric shapes, it really is a specialty retailer event all-star. In fact, we recently stocked up on demo sets to support our specialty retailers when they place orders. Frankly, no one does it any better than the independent retailer who takes time, plans in-store events, and has space to create the right environment to engage its customers. Varda: Specialty toy retailers offer a unique experience for toy shopping, and one that is not found in the mass market or at mid-tier and regional chains. For our flagship brand Calico Critters, specialty toy retailers offer a breadth of selection and a hands-on approach that is unparalleled. Furthermore, retail merchandising initiatives, such as dioramas, also offer consumers a chance to
What are the benefits of launching a product at specialty retailers? Quam: We wouldn’t have it any other way! The feedback (positive and negative) that we receive on new launches from our retailer customers is priceless. There are countless instances where feedback from specialty retailers has helped to improve the final product. Nowhere but in the world of specialty toys is your line going to get the attention and time it deserves on the sales floor. Listening to our retailers and what gaps they are looking to fill is the best free advice you can get in this industry! Also, specialty retailers are the best toy evangelists out there—they communicate and share with one another! If a product is successful in their store(s), they speak with their peers and let them know. Quartin: Launching a product at specialty retailers creates a sort of grassroots following that inherently produces a strong sense of overall brand loyalty. Specialty retailers become a brand ambassador of sorts: They have their own unique and loyal pool of customers who trust the retailer’s decision to carry a specific product. Additionally, we find that some of the most helpful feedback we receive about new products comes from specialty retailers. By launching products in their stores, we can receive quick and honest feedback so that production changes can be made, if necessary. We appreciate the thoughtful and deliberate process that specialty retailers go through when determining which products to carry. They do their research. We know that when an independent toy store decides to put our products on their shelves, it’s because they believe in them and will advocate for them to their customers. You can’t ask for a better environment to get a brand-new product off the ground and into the hands of the children—and parents—we aim to serve. Tidwell: Hands-on play experience at the retailer leads to teaching the consumer early. If you offer the right type of play opportunity and you provide a breadth of assortment, seeing children collect your toys becomes possible. And specialty retailers—as much as
CHATTING WITH THE INDUSTRY merchandising opportunities, in-store events, digital marketing initiatives, and even first-tomarket product launches. Keaton: We work very hard to understand the business of our specialty retailers, and offer the things that they find most important to their success. From exclusive items and launch windows to special offers and deals, we hope to appeal to their commercial needs. We try to be responsive and also keep in touch through trade shows and personal visits. We are very fortunate to have great reps with years of experience working with Schleich and specialty retailers. They help ensure strong relationships with our specialty retail partners. *play, Chicago, IL
they love free freight, lower minimums, and hold our MAP policy standards—also pay their bills on time. Keaton: We find that launching products in specialty retailers gives our retailers a point of difference in the market, and Schleich fans are always looking for new, new, new! We also offer “specialty exclusive items” each year to provide retailers and kids alike with meaningful differentiation to what can be found in other channels. We also get good feedback from store owners and operators—far superior to what we find in other channels—so we better know how to gear our portfolio to the wants and needs of their shoppers. It’s a win-win.
dates that customers love. Almost all events and classes are free, so anyone can attend. But the most important factor? We curate a selection of toys and feature what kids want. Kienzle: We offer complimentary classes such as story time, art 101, and music jam. We try to have a variety of hands-on experiences for kids and adults to experience some of our amazing products.
What unique experiences does your store provide that continue to draw customers in? Compton: We are an event-driven store, and we want to be a weekly destination for each of our customers and their kids. Daily preschool events (Paint-a-Story, Stories & Snacks, Silly Songs & Stories, Gymboree Art Class) each week, weekly book clubs and kids’ craft events, birthday parties, and community celebrations are all part of our monthly calendar. Author book signings and presentations, school visits, scout group meetings, animal rescue events— there is no shortage of activity here!
How do you maintain strong relationships with specialty retailers? Tidwell: It is important to visit specialty retail stores throughout the year. Traveling across the U.S. during the year allows for this. Of course, New York Toy Fair, ASTRA, and gift shows in various markets all allow for face time. Spending December in Las Vegas for planning meetings provides reflective time. We have the benefit of Scott Head, a sales manager who loves what he does. He cares about his customers and his reps, and updates me on various activity going on almost daily when I am in the office. Whether it is Tom’s Toys in Los Angeles or all the way across the country at Barston’s Childs Play in Maryland, he is in the know. Add the fact that we plan every quarter for a promotional offering to our specialty customers—we make sure to show them we absolutely care about them.
Derr: In-store events, demo Saturdays, new products tested not seen anywhere (Ty, License-2-Play, SmartGurlz launch, and others), and we hold classes and in-store play
Varda: To support specialty retailers, we ensure that they have the tools they need to succeed in delivering a unique toy shopping experience. This includes supporting retail
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Quam: The world of specialty toys is really just one very large family! Fat Brain Toys has been doing this for 16 years, and we’ve made some amazing friends along the way. Attending ASTRA’s Marketplace & Academy is like a big family reunion for us—these relationships have been fostered over the years by simply getting to know one another, on both a professional and personal basis. Also we listen to what our retailers need to make their stores successful, and then execute it to provide the very best customer care possible. That customer care is the cornerstone of everything we do at Fat Brain Toys. We want to make our retail customers successful, and we know that we can play an integral role in that success with a strong partnership. It’s been amazing to watch stores celebrate their grand opening and then grow to reach their 10th anniversary and beyond! We also understand that without help from manufacturers, reaching those milestones can be challenging, which is why we take customer care so seriously. Quartin: Specialty retailers are the heart of our customer base. The support they provide our products and brand as a whole is invaluable and as such we do our best to return the favor. We have a very aggressive specials program for ASTRA member retailers, providing free freight at reasonable levels to ensure high in-stock rates, as well as strong discounts to help with margins. To help assuage any hesitancy that inevitably comes with the decision to carry new products or new product lines, we also offer a low-risk option with our “out with the old, in with the
CHATTING WITH THE INDUSTRY 33,000 on Facebook—that we communicate with daily. Compton: Our main advantage over mass market is also our biggest challenge: being small and local. We can buy according to the interests of our local market, follow trends as they appear, stock and display products geared toward local events and celebrations, and even respond to local weather, school holidays, and other events that influence our customers’ buying behavior. We are not held to planograms or large inventories of items purchased by someone far away, and we can use our own customer feedback and requests to guide our buying process. Our relationships with the community and our customers create a very personal partnership that allows the business to succeed.
Kids get creative during an in-store event at Kids 4 Books in Zionsville, IN.
new” program that allows eligible retailers to feel comfortable trying out something new. Additionally, we strive to keep the lines of communication open as much as possible. Between our external team of sales reps and our internal customer service and tech support team, we have a group of dedicated, knowledgeable professionals who are well-versed in our products and policies and are available to answer questions, receive feedback, and fix what’s not working in a timely manner. Getting retailers’ customers interested in our products and hooked on Thames & Kosmos as a brand is beneficial for us and specialty retailers. Knowing this, we strive to make it as easy as possible for stores to sell our products, whether it’s through our demo unit program, or with providing the materials—and in some cases, actual volunteers— to run in-store events. We pride ourselves on listening to the needs and wants of specialty stores. If a retailer has specific requests to support their promotion of our products, all they have to do is ask. What would you say is the main advantage that your store has over mass retailers? Derr: Speed and quickness. Also, we jump on trends, can now directly import from China, and work with vendor partners to make things happen quickly and efficiently. I also have dedicated fans of our store—more than
Kienzle: Our advantage is our size—we can create a personalized experience for the customer. They can call ahead and order if they like and have it wrapped and ready and brought to their car; they can come in and browse and explore with hands-on samples and a bottle of water; or they can text me an order for delivery and pay via Venmo. All of this while getting the curated toys, games, and books selected by a professional with more than 22 years in the industry. What are the top factors you consider when choosing to sell a toy in your store? Kienzle: Play value is always the most important piece of the puzzle. But after that I look at trends (product trends, color trends, educational trends, etc.). Sometimes, the toy just needs to be fun—fun is where it’s at.
quality materials, safe and ethical production methods, shipping from an accessible place at a reasonable cost in an appropriate quantity for a small specialty store? Then, do we love it? We hand-sell and wrap most of what we sell. If our staff isn’t excited about an item, it’s not going to move. Derr: The top consideration is what kids want (not me or our team). Then we examine whether it fits our philosophy of non-violent/ non-aggressive behavior. We also look at the category it competes in or ask: Is it a new trend? Finally, packaging and pricing must be suitable in order for us to sustain a product mix and SKUs that turn effectively for us. If not, we clear them as quickly as we can. Toy buying is riskier today because you must act in advance, be first to market, and be ready to adjust quickly. How and from where do you get information on current and upcoming trends in the toy industry? Varda: In the toy industry, each year it becomes increasingly more important to stay ahead of the latest trends and consumer behaviors. As a manufacturer, outlets such as The Toy Book give us the opportunity to learn about and track the latest trends from manufacturers and industry experts before products hit shelves. Compton: We learn from customers, from ASTRA colleagues and at trade shows (ASTRA Marketplace and Academy, Toy Fair, gift shows, ABC, ABA Children’s Institute, and Book Expo America).
Compton: First and foremost, is this a product that I can sell profitably, and does it make sense for projected turns and investment? We have so many wonderful options in new products available that it’s sometimes easy to forget to do the math. Is the category one that works for us? Is the play value of the toy high? Is the manufacturer using Adventure Tree House, by Schleich
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Derr: We network every day. Our more than 110 Learning Express Toys stores share information on trends daily, our vendor partners are reaching out to us six to 12 months in advance for input, trade shows are absolutely imperative to attend, and we examine Kickstarter, Indigogo, and other social media platforms, such as YouTube, for what is trending.
CHATTING WITH THE INDUSTRY Keaton: At Schleich, we conduct market research to better understand our customer segment, and also hear directly from kids about their needs and product preferences. This helps us develop products and concepts that are grounded in consumer insights. We also enjoy such a benefit of riches across the industry, with lots of good info about trends. Of course, The Toy Book is a great resource, and also other print and email publications such as edplay and The Bloom Report are great since they take information from so many sources. I really like LinkedIn too, especially the “trend spotter” posts from Steve Starobinsky. The Toy Association is fantastic for providing high-level trends, especially with their partnership with The NPD Group. And finally, nothing beats talking to people in the industry—being at the trade shows and visiting retailers at their stores to keep current and find out what’s happening! Kienzle: It’s a combination of things. I work closely with sales reps in my area and throughout the country. I go to trade shows that are not only toy-focused, but also cross into other industries to find new and innovative things you might not see at a toy show. And I scour blogs and websites and magazines to find trends. Quam: While Fat Brain Toys has never been one to jump on the “trend train,” we do have a unique perspective in the toy industry. Not only are we manufacturers, we’re also retailers. We’re able to see what consumers are reacting to on our website, in our catalog, and in both of our retail stores, too. Obviously, we stay abreast of any potential trends by attending trade shows (both international and domestic) and reading industry insights, but quite honestly, we’ve never been a company to react to what we believe will be a short-lived blip on the radar. Instead, we’re more concerned with developing innovative, quality toys that foster a lifelong love of play. We do our best to stay ahead of trends and look toward what’s going to be hot even before it’s popular. Not carrying licensed product can sometimes prove to be difficult
when it comes to trends, but remaining true to our brand is really what’s important to us (and we hope to our customers). Quartin: Kids, staff, media, science journals, blogs—everywhere. We get some of our best information on trends directly from kids. They are on the pulse of what’s hot and what’s not. We also pay very close attention to scientific discoveries and technological innovations as we make our product development decisions. We aim to teach children about the newest technologies and what we feel is important to help children excel as adults. Our Kids First Coding & Robotics kit that’s coming out this summer is in response to the increasing demand for more children to be literate in the language of coding—even elementary-aged children. With Sensors Alive, which will be available this fall, we are teaching children about intangible physics concepts by combining three very on-trend topics: sensors, collectibles, and surprise. As a STEM company, being on trend is just a result of always staying on the cutting edge. It’s a little different for games. The launch of our escape room series, EXIT: The Game, is a good example. We noticed this phenomenon building in Europe and then watched as escape rooms began popping up all over world and in the U.S. It became clear very early that this was becoming a trend. Tidwell: The NPD Group provides a broad perspective of sales results, trends, and categories. Toy trade publications supply the industry with trends, fads, and events influencing sales. YouTube, Facebook, Instagram, and a few other social media platforms provide depth with photos and videos. Toy trade shows promote what we manufacturers hope is the next fad. But the reality of what still works best is what the retail shelves look like in January, August, and October. When you see the holes in the shelves during these times, you generally find top trends. Visit a few retailers and if you see the same trend, you have found hot issues. Kids seem to know what is hot—sharing this with friends, buying the product, and creating the trend. Sustaining the trend
Spoolz, by Fat Brain Toys
ClicformersCar, by Magformers
is the key. Keeping the child interested is most critical. How do you choose which mass-market products to sell in your store (if any)? Kienzle: Almost all toys are sold in a crosssection of retailers at this point, but if I’m looking at truly “mass” toys (Barbie, LEGO, etc.), I try to make sure it’s something that has good play value, either a nostalgic or timely quality, and that I can offer at a somewhat competitive price. Derr: I don’t care about labels anymore— mass vs. specialty. If kids want it, I need to carry it. We compete all the time, and very effectively, whether it is Fingerlings, Shopkins, L.O.L. Surprise dolls, Little Tikes, Hatchimals, or many other widely distributed products. Compton: We sell mass-market items when they are requested by customers, support the categories we sell, have high play value, and are not readily available at the big-box stores right down the street. How do you create shelf space for hot new trendy toys that pop up unexpectedly? Kienzle: We’re pretty agile—we can always make room for the next coolest thing. That’s the joy of no planograms. Compton: One of the strengths of specialty retail is that we can order seasonally, restock quickly, and respond quickly to customer requests and new product introductions. Our space, product mix, and displays change
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CHATTING WITH THE INDUSTRY
Drop It, by Thames & Kosmos
every month. Trends can be our strength, because we can be nimble and responsive. Derr: If it sells it gets space. We have no prerequisites for shelf space—if arts and crafts are hot we expand, if LEGO is on fire it gets more. If we are bringing in new toys, you must remove some current products either through clearance or save them for a donation or sidewalk sale. “New” is always the top priority. You can never love your inventory— it’s just temporary. Which products or categories do you expect to drive sales this holiday season? Derr: My bold prediction is 2018 will be remembered as the relaunch of Harry Potter excitement and new games and toys. LEGO Harry Potter entries will be strong, USAopoly Harry Potter games will do well, in addition to wands and snitch toys. Sequins may fade a bit by summer, but squishies will stay and evolve to a plush and squishy combo with scents at a good price point. Look for holographic designs to make an appearance by fall. Unboxing and surprise items will be strong to drive the collectibles market and maybe—just maybe—a boy collectible may catch on much larger than we have seen over the last four years. Quartin: Products that teach STEM skills, particularly in the subject of robotics and coding, continue to be in high demand. Our Kids First Coding & Robotics kit is sure to be a top seller. Products like this, that teach coding to kids ages 4 and up, are popping up everywhere these days. Our kit dives a bit deeper, going beyond the basic introduction
of coding to topics such as functions and variables. Plus, Coding & Robotics doesn’t require the use of a tablet or smart device— this is a unique factor that lots of retailers find to be a huge plus. Our new Ooze Labs Chemistry Station and story-based Pepper Mint series will also appeal to the growing interest in toys that teach scientific concepts in a fun, story-like setting. With Pepper Mint in the Great Engineering Treehouse Adventure and Pepper Mint in the Fantastic Underwater Science Voyage, kids follow the adventures of Pepper Mint, a creative and curious young engineer, as they build models and conduct experiments that teach them about a variety of scientific topics. Ooze Labs Chemistry Station provides kids with a playful introduction to chemistry, complete with a large and colorful laboratory setup for them to conduct all sorts of goopy, slimy, fun experiments. The board game category overall is still on the rise. Drop It is the first game to be released in our board game line this year, and people of all ages are loving it. It’s family-friendly and can be played by individuals or in teams, making it a popular choice for game nights. We’ll also continue to see a demand for at-home escape room experiences. Our EXIT: The Game series has four new titles coming out this year, bringing the total to 10 games in this series that we launched only last year. Tidwell: We have a really neat new item, Sky Track. It combines building with vehicle play in the form of a space shuttle. You can create endless designs of track, which allow for unique experiences every time. There are twists, turns, and ongoing movement. In the last five years of being in the market, we have our third national TV campaign to support it. During New York Toy Fair, Family Fun Magazine recognized it as a top 10 toy item for 2018. In all we have
roughly 30 new items, ranging from new color formats, new geometric shapes, to our new licensed brand, Paw Patrol. We also have a magnetic tile line, Tile Blox, and non-magnetic construction, Clicformers. We have 140 kids’ products, and more than 40 Dolce plush items, with more than 400 total product offerings in 2018. Varda: Last year, the doll supercategory was one of the fastest growing categories in the market. Given the dramatic rise in popularity of blind packs and collectibles, we anticipate that the doll supercategory will continue to see success in 2018 and encourage the specialty toy industry to capitalize on such trends. Quam: It’s been great to see the recent resurgence of board games. It seems that will continue to be a growing category this year as parents continue to push for screenfree time. STEM continues to be a white hot category that has managed to grow and embrace several categories while spanning many age groups. No doubt there’s always a sleeper hit in the bunch that nobody would have ever guessed. Keaton: We expect big things from several Schleich franchises this year. Our Dinosaur franchise is already selling well and, after the summer movie season, we see big demand as the leader in realistic, high-quality dinosaur figurines. Horse Club is the fastest-growing franchise in our portfolio, and we expect that this holiday will be the biggest ever. Eldrador Creatures is new this fall, and it brings a neverbefore-seen edge to figurine play across four worlds—lava, ice, stone, and sea—with dragons, monsters, mystical creatures, and fantasy animals. And our proven sellers such as Farm World and Wild Life have new play sets and figurines that will see explosive growth. We are very excited to follow the market with strong focus and new talents in our organization. 2018 will definitely be a Schleich year! »
Pop Up Frog Travel Pool,
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by Epoch Everlasting Play
ORB ORB introduces a new line, Bubbleezz, made for kids ages 8 and up. Each Bubbleezz is filled with hundreds of BubbleezzBeads, making them satisfying to squeeze and transform. Kids can collect and find the hidden power charms, which unlock their Bubbleezz’s unique personality. Designed for kids ages 5 and up, kids can use ORBMolecules to construct intricate sculpts. Each kit includes thousands of pieces that attach together and hold their shape until it is re-created. Each kit also comes with ORBMolecules of multiple sizes and colors that never dry out. Kids can decorate their own DIY Soft'n Slo Squishies with designs and patterns. Made for kids ages 8 and up, DIY Soft’n Slo Squishies can be drawn on, doodled, and squished. Markers are sold separately.
DUNCAN Duncan’s Serpent Snake Puzzle is a twistable puzzle challenge. Kids twist the pieces and transform it into shapes. Kids can transform a snake into a dog, a ball into a duck, or a heart into a space ship. Designed for kids ages 6 and up, the puzzle comes in an assortment of colors.
MUKIKIM Taking cues from its Rainbow Piano, MukikiM introduces the SpecDrum. This color-coded drum kit comes with everything kids need to learn to play the drums. The set includes the color-coded drum, a play-by-color drum booklet, two foot pedals, two drum sticks, headphones, and a USB power cord. The set is designed for kids ages 6 and up. Spelly Straws are reusable drinking straws, made from food-grade BPA-free plastic, that kids can can mix and match to build new words. Spelly Straws are made for kids ages 4 and up, and are a personalized, creative, and educational way to sip. Each of the 12 track tiles on The Brain Train features a number. Kids will use the clues and select the tiles that will allow them to add or subtract the numbers to create their target number, then, connect the tracks to solve the puzzle. Made for kids ages 4 and up, there are 40 challenging puzzles with four levels of difficulty. Once each puzzle is completed, the wind-up train will run along the tracks. Jr. Engine is a new STEM line from MukikiM. Featuring different types, shapes, and colors of building pieces, this line lets kids build a figure from a color-coded instruction booklet. Each SKU comes with parts to build two complete figures at the same time. Kids ages 5 and up can build the featured item, or use their imaginations to make a new creation. MukikiM brings back the Voice ‘n Go XT, designed for kids ages 6 and up. Larger and faster than its predecessor introduced last year, the XT includes a smartwatch controller that allows for customizable voice commands for forward, backward, left, right, turbo, stop, and two demo modes. The roof is equipped with 12 LED colored lights that kids can customize. The XT also allows kids to customize their own unique commands using any words or SpecDrum language. The new Joy Stick commands let kids direct the XT without having to raise their voice.
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GUND GUND introduces the Dino Adventure Playset, which includes dinosaur-themed activity toys. This five-piece play set includes a soft volcano carrying case with a touch-and-close fastener, a crinkly tree, an egg rattle, dino sound toys that squeak and roar, and a corresponding coloring sheet for extra prehistoric fun. Appropriate for all ages, the set is surface washable for easy cleaning. The Signature Laying Down Gudetama plush is super soft and easy to squish. This lazy egg won’t get up to do anything productive today, tomorrow, or the next day. The plush material is surface washable and suitable for kids ages 1 and up. The 8-inch Flappy Soft Book activity book will keep babies engaged during play with sensory stimulating crinkle, ribbon for tactile play, super soft plush pages, and more. The activity book can be used for on-the-go playtime, is machine washable for easy cleaning, and is appropriate for all ages. Signature Chomper Dino is a 15-inch standing green T. rex plush, featuring a structured yet soft Laying Down body, embroidered teeth, and a contemporary design. It includes embroidered accents on Gudetama the back, and is surface washable for easy cleaning. Chomper Dino is made for ages 1 and up. GUND presents Pusheen, a chubby, gray tabby cat who loves cuddles, snacks, and dress-up. As a popular web comic, Pusheen has millions of followers in her rapidly growing online fan base. The legendary Super Pusheenicorn spreads joy and light wherever she flies with her glowing horn leading the way. The plush features touch-activated lights in her horn and mane as well, three whimsical sound effects, and a sparkly crescent moon that kids can push. Surface-washable for easy cleaning, Super Pusheenicorn is made for kids ages 1 and up.
MAGFORMERS Kids can enjoy racing adventures with the Magformers Sky Track 44Pc Play Set. Equipped with a sky shuttle and multiple track accessories, kids can create loops, ups, downs, twists, and turns. After building, they can watch as the shuttle does a 360-degree spin and climbs the lift elevator. Made for kids ages 3 and up, the Sky Shuttle will go off-road in its Sky Car when the track is completed. Designed for kids ages 4 and up, the Clicformers Car 25Pc Set includes 18 building blocks and seven accessory pieces to build race cars, trucks, and more. All Clicformers sets are compatible with each other. Dolce’s new Activity Zebra features its own Dolce teether, bright contrasting colors in interesting fabrics, brightly colored ribbons, and crinkle ears, and comes with its own dragonfly friend. The Activity Zebra has a rattle, a peek-a-boo mirror in each foot, and a storage pouch containing a flower squeaker. The Zebra has a weighted beanbag base so it can sit upright so kids can feel the attached rings on the Zebra’s ears. Designed specifically with newborns and young children in mind, the Dolce Activity Zebra has a soft velour body. Kids ages 3 and up can create their own designs with the Tileblox Rainbow 30Pc Set. With squares and triangles in six different colors, kids can build on the included magnetic board and take their creations with them during travel. Each geometric shape contains magnets that kids will use to build as they follow along with the tile sheet or use their imaginations. Kids can build their favorite Magformers creations with the added fun of Paw Patrol character cards with the Magformers Paw Patrol 36Pc Set. Using 30 magnetic pieces and the six insert cards, kids can create the Magformers Ball, a tower, a sandglass, and more. The set comes with four playmats for step-by-step building, and is made for kids ages 3 and up. Magformers Sky Track 44Pc Play Set
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Soft Cuddly Friends Flaps Baby Penguin
STEIFF Steiff’s Soft Cuddly Friends Earz Elephant is a plush playtime pal. Little ones can cuddle up with this pachyderm, which features a contemporary design. Soft Cuddly Friends Flaps Baby Penguin is a cute companion for kids. The machine-washable plush also comes with Steiff’s “button-in-ear” as a sign of its authenticity. Both plush are made for kids ages 1 and up.
EPOCH EVERLASTING PLAY Epoch Co. Ltd. of Japan celebrates its 60th anniversary with a new collection of Calico Critters. The Calico Critters collection features detailed animal figures that live like humans. The new Town series is the company’s biggest launch in the last 10 years, and takes the critters beyond preschool play and into early school years. The collection features a more sophisticated styling and a focus on the lives of more grown-up characters with jobs that kids can aspire to have when they grow up. The line features the older sisters to the original Village characters Stella, Lulu, and Laura. The Town Series offers various ways for kids to collect and connect each detailed set. The Grand Department Store is the center of the Town series and introduces Stella. It features elegant, sophisticated styling with finely sculpted areas and attention to detail. The gift set includes a terrace, balconies, custom windows, awnings, flags, and railings to promote customizable play. Critters can enter the tower through the revolving doors, and continue throughout all levels on the elevator. Once upstairs, kids can send their Calico Critters out to the terrace or balconies to watch over the town. Designed for kids ages 6 and up, the Grand Department Store will be available in the fall. Aquabeads sets have been updated for a quicker drying time. Kids make Aquabeads creations using the included templates or their own imaginations. They place beads onto the layout tray, and then spray water to fuse the beads together. The new sets feature a Flip Tray and Bead Receiver to set artwork aside for faster drying. This year’s collection also includes new metallic gold and silver gem sets and connectable studios. The new Glamorous Designer Set lets kids create key chains and rings. The set can be used as an extension to the beginner and deluxe studios, and includes more than 1,000 jewels and solid beads in 16 colors. Designed for kids ages 4 and up, the set comes with a case, a Calico Critters Town Series Grand Department Store layout tray, a bead peeler, a sprayer, template sheets, and 3D accessories. The bead pen is sold separately. Epoch Everlasting Play also introduces a new collection of Game Zone board games. Designed for kids ages 4 and up, Splattosaurus is a game that lets kids mold clay dinosaur players to move around the board. Each player takes a turn and advances to the next space, hoping no one else lands on the same spot. When another dinosaur enters the same spot, players can “splat” their opponents into extinction. Epoch Everlasting Play’s Earlyears collection focuses on play for toddlers. The Pop Up Frog Travel Pool is designed for kids ages 9 months and up, and is a wading pool for home or travel. It offers easy, pop-up assembly and includes a travel bag. The pool holds up to 6 inches of water, and the detachable shade protects babies from the sun with UV50 protection.
38 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
FOLKMANIS Opossum puppet
The Woodland Animal Set, from Folkmanis, includes four portable finger puppets for on-the-go, creative playtime. The set features a black bear, a gray squirrel, a beaver, and a red fox, along with species information in the colorful canvas carrying case. The Frog Life Cycle is a three-stage toy that teaches kids about science. The first stage is a lenticular printed egg that kids can animate. Next, they can use the zippers to tuck the tadpole stage and reveal the frog stage as kids animate the mouth to tell the story of metamorphosis. The Opossum puppet is realistic enough to fool anyone. Kids can play “possum” and animate the mouth and display the rat-like printed tail.
PLASMART Watermelon Ball Jr is a scaled-down version of the original Watermelon Ball, from PlaSmart. The new 6-inch diameter ball weighs only 4.17 lb. when filled with water, rather than the hefty 7.8 lb. 9-inch Watermelon Ball. Watermelon Ball Jr lets players dribble, kick, bounce, and pass up to 8 feet under water. The brightly colored rainbow design is highly visible. Watermelon Ball Jr is made for kids ages 6 and up.
KAHOOTZ TOYS Kahootz’s Plasticine Movie Maker Studio lets kids create and film animated movies. The kit includes props, scenes, tools, and tips to help kids create stop-motion movies using the free app. Kids can build, bend, move, and pose characters, and the Plasticine never dries out. Designed for kids ages 5 and up, the Plasticine Movie Maker Studio comes with Plasticine No-Dry modeling material, a sculpting tool, a fold-out stage, four changeable background scenes, 73 movie props, a camera stand, and an idea guide. Stitchkits Unicorn Cross Stitch Kit is an easy way for kids to learn how to stitch. The outlines of the design are embroidered on the cloth, and there is only one simple stitch to learn. Kids choose where to add each color to make a unique design. The kit includes an 8 by 8 pre-embroidered cross-stitch cloth, an embroidery hoop, five colors of embroidery floss, and a tapestry needle. Designed for kids ages 8 and up, it also includes an instruction guide to help kids progress. Kahootz will add Mermaid and Owl designs to its Latchkits Craft Kits line. Kids loop, hook, and pull to create their design. The pre-printed grid makes it easy for kids to follow along with each color. The canvas features fabric-lined edges and hanging loops so that kids can hang their design once it is completed. Designed for kids ages 6 and up, the kit comes with everything kids need to create their latchkit. Kahootz will also introduce the Memory Matching Game from Romper Room, which teaches kids early learning and social skills. The game will help kids learn to concentrate, recall, match, sort, compare, and take turns, as well as build cognitive development. Designed for kids ages 3 and up, the game includes a storage tray to hold the playing cards. Additionally, the Fuzzy-Felt Picture Play Set from Romper Room helps kids to expand their creative thinking using the felt picture play set. The simple, soft shapes cling to the fuzzy play board, making them easy to mix, match, and layer. Designed for kids ages 3 and up, the set teaches early learning skills, including shape and color recognition, spatial awareness, coordination, sorting, fine-motor skills, and creative storytelling. The set features more than 500 pre-cut shapes.
40 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
King Arthur's Camelot
WREBBIT 3D King’s Arthur’s Camelot is the first model of Wrebbit 3D’s new Castles and Cathedrals Collection. With 865 pieces, fans of medieval times and epic legends can build the legendary castle. This puzzle is made for fans ages 14 and up. The Urbania Collection is expanding with the colorful Fire Station 285-piece 3-D puzzle. Puzzlers can combine this model with the other existing models in that collection, including the 295-piece Hotel, 300piece Cinema, and 285-piece Café. Kids ages 12 and up can re-create idyllic urban living environments they would see every day. The Knight Bus Wrebbit 3D Puzzle is the sixth model in the Harry Potter Collection. This 280-piece 3-D puzzle is the smallest model of the collection and one of the easiest to build. It is ideal for beginners ages 12 and up. Ollivander’s Wand Shop & Scribbulus, Quality Quidditch Supplies and Slug & Jiggers, and Madam Malkin’s and Florean Fortescue’s Ice Cream are three new models in the new Diagon Alley Collection. The collection gives fans the opportunity to assemble 3-D puzzles of the famous street’s most emblematic shops. Designed for kids ages 12 and up, the alleyway can be reorganized as stores and boutiques are added. Each puzzle depicts two shops.
LEARNING RESOURCES Learning Resources’ Botley the Coding Robot Activity Set introduces kids to coding. Designed for kids ages 5 and up, Botley comes with advanced features so that it can grow with kids for years to come. Botley is ready to use out of the box, is 100-percent screen-free, and includes a 77-piece activity set. Designed for kids ages 5 and up, Beaker Creatures is a line of collectible friends from distant planets that landed on Earth. Kids extract the creatures from their Reactor Pods and identify them using the classification cards. Crashapult STEM Challenge introduces kids to angles, trajectories, and other early physics fundamentals. Intended for kids ages 5 and up, the hands-on activity set challenges kids to build and complete high-flying obstacle courses designed around STEM concepts. After setting up their catapults, kids send the launch balls into the air, over obstacles, and toward the set’s included hoop target, funnel, or goal cup. Kids will have to use trial and error and critical thinking skills to make the adjustments to the placement and force necessary to complete the challenges. Designed for kids ages 4 and up, Gears! Gears! Gears! Machines in Motion lets kids build their own versions of different interactive machines and vehicles, many of which incorporate special parts, including a wrecking ball, chains, pulleys, and wheels. Little builders can make a tank with its own helicopter propeller or craft a machine that spins with the twist of a lever. The set also encourages kids to create their own designs, and each set works with other Gears! sets for added play value. 1-2-3 Build It! Rocket-Train-Helicopter lets kids build three different vehicles from a set of mix-and-match parts. The chunky parts are made for little hands, and kids can create a rocket, a train, or a helicopter. Designed for kids ages 2 and up, kids will also learn about each durable vehicle and its parts.
42 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
Botley the Coding Robot Activity Set
NORTH STAR GAMES Monster Match, from North Star Games, is the fast-paced game of catching doughnut-eating monsters. Players roll the special “Monster Dice” and race to find a monster that matches them. Players must try to be fastest to win doughnut points, but need to be careful to not catch the wrong monster and lose doughnuts. Unlike most speed games where one player can dominate the game, all players in Monster Match have a chance to make matches and win. Funky Chicken takes all the excitement of North Star Games’ Happy Salmon and adds funky dance moves. This simple, fast-paced card game gets everyone moving and laughing in less than two minutes. Players simultaneously call out the dance actions “Bump,” “Swing,” “Spin,” and “Funky Chicken.” When two players match, they perform the dance move together and discard their card. The first player to discard all of his or her cards wins. Players can play Funky Chicken solo or combine it with Happy Salmon. Both games are made for kids ages 6 and up.
PLAYMOBIL Playmobil’s Aquarium play set lets kids explore underwater worlds. Kids can place figures on the visitor’s bridge to watch the sea lion jump through the hoop. The nearby chart includes a clock with movable hands so that visitors know when the next feeding time is. Kids can place figures on the rotating carousel to view their surroundings, or go inside the underwater viewing area to be surrounded by fish. Kids can also fill the aquarium tank with water to experience realistic playtime fun. Designed for kids ages 4 and up, the set includes three figures, three seals, fish and sea creatures, a bucket with fish, coral, recycle bins, a feeding time clock, and other accessories. 1.2.3. Pirate Ship features a bright and colorful design and large, rounded pieces. Kids can make their figures steer the ship with the rotating wheel, or stand on the front of the boat to use the water cannon. Fill the cannon with water, aim, and push the red button to fire. The set includes two figures, a parrot, treasure, and additional accessories. Designed for kids ages 18 months and up, the 1.2.3. Pirate Ship can float in water. Hidden Temple with T-Rex lets kids embark on a new adventure on Dino Island. Kids can explore the island using the secret map, and rub the map to reveal a hidden path. The working temple gate helps keep unwanted visitors out, and little ones can protect the team from the T. rex with the functioning laser gun (batteries included). Kids can move the T. rex’s arms, legs, and jaw, or use the functioning pulley to bring equipment up to the top floor. The UV flashlight will reveal glow-in-the dark features, including the ruin’s crystal eyes, jungle plant, and more. Designed for kids ages 4 and up, the set includes the full Explorers team—Nick, Emma, and Will—and their pet dog Sammy, a T. rex, a laptop, a camera, a microscope, backpacks, containers, hiking equipment, and more accessories. Aquarium
44 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
KIDKRAFT Inspired by the space-saving tiny house trend, KidKraft’s Teeny House Dollhouse features graphics for imaginative 360-degree play and a one-room concept design that partitions into three separate areas. This 2-foot dollhouse on wheels is made for kids ages 3 and up, and comes with a 10-piece lifestyle accessory set.
RELEVANT PLAY Relevent Play introduces Toki Dough Bento Boxes inspired by Kawaii design. Toki Dough Bento Boxes are available in Garden Party and Sweet Treat themes, and give kids everything they need to create Toki Dough characters. Each Bento Box includes eight dough colors, three double-sided tools, and two Face Makers to bring characters to life. The dough colors easily mix together to create more color choices. Kids can use the colorful themed background to stage stop-motion animation with their creations. Designed for kids ages 5 and up and available this fall, Toki Dough compound will also be available in two- and four-packs.
WINNING MOVES GAMES Winning Moves Games introduces Clue Master Detective, a super-sized version of the original game, with additional suspects, rooms, and more. First introduced in the 1980s, Clue challenges players to solve the whodunnit murder mystery. It comes with the tri-fold oversized game board; 30 suspect, weapon, and murder location cards; and more. This game is made for kids ages 10 and up. In Crackers in My Bed, kids spin the spinner and search through the bear’s bed to find the top-half cracker pieces that match the bottom-half cracker pieces they have. When a correct match is made, kids feed the bear, and the first player to feed all their crackers to the bear wins. Crackers in My Bed is designed for kids ages 4 and up. Players engage in head-to-head strategic battle in Triple Cross. Made for kids ages 6 and up, players will place discs in the Triple Cross tower, aiming to have more vertical and diagonal discs than their opponent. Special “blockers” pieces lock in a row to guard a position. The game is made for players ages 6 and up. Designed for kids ages 8 and up, Rubik’s Tactile Cube is a 3-by-3-by-3 Rubik’s cube featuring embossed shapes. The shapes on the colored sides of the cube make it playable and solvable for those with visual impairments.
46 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
ASTRA 2018
USAOPOLY Thanos Rising—Avengers: Infinity War, from USAopoly, is a cooperative dice and card game for two to four players. In the game, players recruit heroes and assemble a team to face off against Thanos and his forces in an effort to thwart him from accomplishing his master plan of collecting all six Infinity Stones to power the Infinity Gauntlet and wreak havoc on the universe. This game is designed for kids ages 10 and up. In Samurai Jack: Back to the Past, players strive to gain the most honor by helping Samurai Jack gather allies, weapons, and traits in a quest to vanquish the shape-shifting master of darkness, Aku. This game is designed for players ages 13 and up. In Trivial Pursuit: World of Harry Potter Ultimate Edition, kids can test their knowledge of all eight Harry Potter movies. Players can move around the board with house mascot movers as they answer questions and collect wedges. Designed for kids ages 8 and up, the game includes 1,800 questions. Categories include Slytherin House, Death Eaters, and The Dark Arts; Objects & Artifacts; Animals, Magical Creatures, and Magical Beings; Witches, Wizards, Ghosts, and Muggles; Hogwarts, Other Locations, and Transportation; and Spells, Potions, and Other Magic. Trivial Pursuit: The Golden Girls contains 600 questions based on all seven seasons of the TV series. This game is designed for players ages 12 and up. Disney A Wrinkle in Time: A Daring Adventure Game is a cooperative game that captures the journey of the film as players take on the role of the story’s main characters, Meg, Charles Wallace, and Calvin. Players will work together to solve mathematical puzzles, decode secret messages, and tesseract to new locations to rescue Mr. Murry and get home. This game is designed for kids ages 8 and up.
SMART TOYS AND GAMES Smart Toys and Games Inc.’s SmartGames Cube Puzzler Go challenges kids to build a cube using the seven colored puzzle pieces. Kids will need to use deduction skills as they create cubes to solve each challenge. Cube Puzzler Go’s case doubles as a tray to play the game. Designed for kids ages 8 and up, the game includes 80 3-D challenges and a challenge booklet with solutions. SmartMax, a division of Smart Toys and Games Inc., will introduce My First Farm Animals to encourage kids to explore magnetism. Kids can make a horse, a cow, a sheep, a pig, a chicken, or a rooster, or they can mix and match for silly hybrids. Designed for kids ages 1 and up, the animal parts are suited for little hands and easily click on the bars. Also designed for kids ages 1 and up, My First Tractor Set is a 20-piece magnetic set that features a tractor, a trailer, horses, and a farmer. Preschoolers can use their imagination to create silly scenarios. GeoSmart Flip Bot is a 30-piece R/C magnetic construction kit that features strong motors to help generate fast speeds and flip vehicles over onto different wheels. Designed for kids ages 5 and up, it also features GeoSmart’s patented double-lock safety system. GeoSmart Ski Patrol is a 29-piece R/C magnetic construction kit that includes strong motors and unique track wheels to help it perform on multiple surfaces. Designed for kids ages 5 and up, it features GeoSmart’s patented double-lock safety system. SmartGames will launch a new line of travel puzzles and boxed games that improve memory, boost logical thinking, enhance concentration, and create self-confidence. SmartMax My First Farm Animals Squirrels Go Nuts is a 3-D sliding puzzle designed for kids ages 6 and up. The puzzle challenges players to move the squirrels around and hide their nuts underground. It features 60 challenges to test kids’ skills, and a snap-on lid for easy storage.
toybook.com | MAY/JUNE 2018 | THE TOY BOOK 47
MINDWARE Lemonade Stand
The Sensory Genius line, from MindWare, allows busy hands to be productive so the mind can focus. These activities incorporate soothing textures and satisfying motions. Items such as Sqwooz, Fidgigami, and Stress Balls are quiet and calming, engaging, and fun. Designed for kids ages 5 and up, the Sensory Genius line provides a way for kids to channel excess energy in a non-disruptive way. Putty Scents is a new line of putty that contains unique colors and scents. Putty is a sensory tool that kids can knead, mold, and stretch, then add aromas for fun scents. It is designed for kids ages 4 and up. Also designed for kids ages 4 and up, Lemonade Stand requires players to work as a team to make and serve enough cups of lemonade to fill the money jar. Kids will shake up the dice and roll for the match, and then get the ingredients needed to serve a customer and add a few quarters to the money jar. Missing a match gives the team a sour lemon. In Gnomes at Night, players work together to maneuver the magnetic gnome movers around the mazes to collect all the treasures before time runs out. Designed for kids ages 6 and up, communication, strategy, and quick thinking will help players win the game. Quick Pickle is a fast-paced, family-friendly card game that requires players to toss toppings and collect pickles as they complete categories. Players will flip a card and be quick to react to keep their pickle stash intact, or take too long or run out of rhymes and risk passing pickles to their opponents. Made for kids ages 8 and up, the player with the most pickles at the end of the game wins.
HORIZON GROUP USA Squoosh-O’s, from Horizon Group USA, is a hands-on activity that lets kids create DIY stress balls. Designed for kids ages 6 and up, each theme includes different materials that are combined to create sensory experiences. The Jelly Squoosh-O’s kit includes clear expanding water beads, Galaxy Squoosh-O’s features blue and purple water beads and silver glitter, and Neon Squoosh-O’s features fake snow. Additional themes include Rainbow Crunch and Treasure Hunt. Slimygloop Mix’ems is a ready-made slimy material that comes in a reusable container. Kids mix to create squishy, stretchy Slimygloop in different themes, including dragon and unicorn figurines or foam balls and pom poms. Designed for kids ages 3 and up, Slimygloop creates an easy sensory experience. Using It’s So Me! Emoticon Message Beads, kids can create different bracelets using colorful cords, emoticon beads, and more. The carrying case includes a work station lid that allows kids to lay out and easily create their designs. The instruction booklet includes eight different projects, including the steps to make slider charm bracelets, friendship bracelets, and beaded bracelets. Designed for kids ages 6 and up, the kit includes more than 300 beads and various kinds of cording. It’s So Me! Paint Your Own Unicorns lets kids customize two plaster unicorn figurines. Crafters can use neon and metallic paints, and then add a touch of glitter and sequins to their unicorns. Designed for kids ages 6 and up, the finished product can be displayed indoors. The YOU*NIVERSE Ultimate Chemistry Lab introduces kids to chemistry with 20 different experiments. Kids follow the instruction book to perform the experiments, including bath bombs, volcanoes, glow sticks, and slime. The lab is recomSlimygloop Mix'ems Unicorn mended for kids ages 6 and up.
48 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
ZING Kids can churn out bubbles with a wave of their hand with Glove-A-Bubbles, from Zing. Simply remove the bubble pouch from the glove and pour one of the two bubble solutions into the pouch. Then, dip the glove into the bubble pouch and wave the glove back and forth and watch bubbles form instantly. Glove-A-Bubbles comes with one glove and two packs of bubble solution, with a re-sealable and refillable pouch. Glove-A-Bubbles comes in eight different animal-themed gloves, including lion, alligator, hippopotamus, elephant, dinosaur, panda, bunny, and monkey. It is made for kids ages 3 and up. Travel back in time to the Jurassic Age with Stikbot Dinos, available in six different dinos with multiple colors to choose from. With nearly 100 million views on YouTube, Stikbot continues to turn kids into creative stop-motion animation moviemakers. Stikbot Pets are easy-to-pose animal-styled figures, built with suction cup hands and feet, which can stick to almost any flat surface. With the free Stikbot Studio app, available on iOS and Android, kids can snap individual photos and stitch them together into a film, complete with built-in music and sound effects options. Users can share their creations using #Stikbot and see what others are making all over the world. Stikbot Dinos are made for kids ages 4 and up.
SUPER IMPULSE The World’s Smallest Tiny Arcade line, from Super Impulse, features palm-sized arcade games with full-color, high-resolution screens, authentic arcade game sounds, a joystick, and two control buttons in a backlit, arcade-style cabinet. The screen size is less than 1.5 inches and the overall cabinet size is 3.75 by 1.75 by 1.75 inches. World’s Smallest Tiny Arcade games are available in Pac-Man, Ms. Pac-Man, Space Invaders, and Galaxian. Soon to be released games include Galaga, Frogger, and Dig Dug. The arcades are made for kids ages 3 and up. In partnership with Mattel, Super Impulse introduces a special collection of Hot Wheels original sets from 1968 in miniature form, with World’s Smallest Hot Wheels Sets. The sets come in 1:18 scale and feature Hot Wheels’ most collectible cars and the iconic orange track sets, with mini connectors, anchor clamps, and accessories. Kids can combine sets to create unique super sets. Designed for kids ages 8 and up, each set includes a unique deco. World’s Smallest Top Trumps, designed for kids ages 6 and up, are miniature versions of the original Top Trumps cards that focus on fun stats and facts. Kids can compete for the best card stats to trump their opponents. World’s Smallest Mad Balls, designed for kids ages 3 and up, are key chains that light up and magically glide along any flat surface. There are various gross characters to collect: Horn Head, Skull Face, Dust Brain, Slobus, Screaming Meemie, and Oculus Orbus. Breakfast Monsters is a new line that combines breakfast food characters with a spooky twist. They come in a blind box surprise, packaged in a cereal box. There are 12 soft and squishy mystery plush options to collect. World's Smallest Tiny Arcade
50 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
K’NEX The K’NEX Thrill Rides Bionic Blast Building Set introduces the first Ferris wheel coaster car lift. Featuring more than 800 parts, this roller coaster set includes rods and connectors that are made in the U.S., roller coaster track, a coaster car, a chain lift, a cardboard VR viewer, and graphic panels. Kids can activate the K’NEX Ride It! app to ride this coaster in the virtual world. This coaster is made for kids ages 9 and up.
THAMES & KOSMOS With Thames & Kosmos’ Ooze Labs Chemistry Station, kids can learn chemistry and perform slimy, fizzy, colorful, and bubbly experiments. This laboratory setup has different vessels and pieces of lab equipment so kids can play the role of chemist while doing real, safe experiments. All of the experiments use non-hazardous chemicals. This playful introduction to the basics of chemistry includes approximately 20 experiments, which are presented on printed cards that kids can clip onto the lab station for easy reference. Experiments include glowing slime, color-changing slime, fizzing reactions, oozing bubbles, rainbow in a test tube, chromatography, cabbage juice pH tests, solutions, filtering, crystals, a fire extinguisher, and an underwater volcano. The set is made for kids ages 6 and up. Designed for kids ages 4 and up, the Kids First Coding & Robotics set features Sammy, a robot that looks like a little peanut butter and jelly sandwich that teaches coding principles without a tablet, smartphone, or computer. Kids can lay down a sequence of physical code cards to create programs, and as the robot drives over the code cards, an OID optical scanner on the bottom of the robot reads the code cards one by one and loads the program. Next, kids can place the robot on a grid made of map cards, and the robot runs the program. This robot kit also teaches physical engineering and problem-solving skills through a series of building and coding lessons. Drop It! is a colorful family game that is easy to learn but deceptively mind boggling. One at a time, each player drops a shape into the vertical game board’s drop zone. Designed for kids ages 8 and up, the game challenges players to earn points for the highest level their shape reaches when it lands, and extra points for touching bonus circles. But be careful: The shape cannot touch matching shapes or colors after it lands. If a player breaks a landing rule, he or she will go away empty handed. The winner is the player or team with the most points at the end. With 20 simple and easy-to-learn tricks, as well as step-by-step instructions, the Step-by-Step Magic Show is an introductory magic kit that lets kids ages 5 and up practice and perform magic shows. This kit includes a dice box with cardboard die, a magic coin box, two plastic coins, a magic cage, magic cylinders, banana cards, a magic coloring book, bird-in-cage cards, two cloth hankies, a magic wand, a special rope trick box, a card box with a false panel, and a 32-page instruction manual.
52 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
EDUCATIONAL INSIGHTS
Educational Insights’ Playfoam Pals is a line of collectibles, each packaged in a pod of Playfoam with a surprise animal inside. The Playfoam compound is squishy and never dries out. Kids can collect all 12 Playfoam Pals to find the rare golden animal, and then use the pods to sculpt nests, perches, and more. Playfoam Pals are available in 2-, 6-, and 12-packs, and series two and three will launch in August. SculptaPalooza merges arts and crafts with game night in this fast-paced party game. Two teams take turns drawing cards and using Playfoam to sculpt what they see on the card. Players may be challenged to sculpt with their eyes closed, use their sculpture as a charades prop, or team up with another player. Teams score a point when they guess what their teammate sculpted before time is up. The first team to earn 20 points wins the game. Uh-Oh Hippo! The Crunchy, Munchy Memory Game is a memory game for preschoolers. Players take turns as they place “munchies” into the hippo’s mouth and close it for feeding time. When players open the hippo’s moth, one piece will be missing. Players guess what the hippo ate, and then press the hippo’s tail to see what comes out. The first player to correctly guess three times wins the game. Uh-oh Hippo! will be available in September. Educational Insights will also introduce an updated version of the GeoSafari Jr. Talking Globe. The globe provides a high-tech, hands-on introduction to geography, and lets kids explore the world with Bindi Irwin. My First Game Petting Zoo is a tactile matching game designed for toddlers.
GNOME ON THE ROAM Designed for kids ages 3 and up, Gnome on the Roam is a DIY mascot and friend for kids. The gnome includes his own home for kids to color. Kids can also use the My Gnome on the Roam app, which is filled with hundreds of interactive adventures.
Tic Tac Tongue
YULU TOYS
YULU Toys introduces Tic Tac Tongue, a game made for kids ages 4 and up. Players put on lizard masks, draw a card, and then face off to knock down a matching insect card. The lizard that knocks down the most insects the fastest wins. Each Tic Tac Tongue game comes with two lizard masks with washable mouthpieces and tongues, 10 target cards, and 10 game cards. The Helix Light Up Spinner is a football that lights up. It is designed with spin technology that creates a stable and accurate curved flight so kids can watch as it takes flight with the perfect spiral spin. Each Helix Light Up Spinner comes with one spinner and is designed for kids ages 6 and up.
54 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
TOY STATE Toy State introduces True and the Rainbow Kingdom toys based on the animated Netflix show. All of the products are made for kids ages 3 and up. Kids can collect all of the wishes in Mini Wish Blind Pack Wave 1. Each capsule includes a magical Wish character and Wishopedia collector sheet. Each Figure 3-Pack features two main characters and an exclusive Wish, while the Mini Plush 3-Pack features True and Bartleby mini plush in the perfect size to take anywhere. Soft Mini Plush Wishes feature unique character sounds and have a clip for kids to take on the go. Bartleby is True’s best friend, and a very silly ninja kitty. Kids can give the Bartleby Talking 10.5-inch Plush a big squeeze to activate key phrases and sounds from the show.
NORTHWEST SYNERGY PRODUCTS Northwest Synergy Products specializes in sales representation, marketing, and distribution of manufacturers and brands across many industries and territories nationwide. Kids can build up to two different heavy-duty construction vehicles using more than 1,470 steel parts with the Eitech Mega Bulldozer/Digger. The set is designed to promote and develop 3-D thinking, creativity, and learning. Step-by-step illustrated instructions are included, providing kids with easy-to-follow directions. This educational building set is designed for kids ages 12 and up to exercise their hands-on skills, imagination, and cognitive performance. The Eitech Run ‘n Roll Marble Run Construction Set is a durable marble run made with high-quality steel, designed for kids ages 8 and up. Kids can build two large marble run models, with more than 340 steel parts and five balls, that stand more than 2 feet tall. The Teifoc Fire Station is made for kids ages 6 and up. Teifoc is a build and play system that uses reusable bricks to create elaborate structures and creations. Each Teifoc kit includes one or more building drawings. The real terracotta bricks are safe for play, and the mortar is made from safe, soluble sand and corn extract, allowing kids to create castles and landscapes. To build a new model, simply soak in water, dry the bricks, and start again. Little chefs can cook up meals for the whole family with the Kitchenette, from New Classic Toys. The Kitchenette features a removable sink, a two-burner cooktop, a seethrough oven door, storage shelves, turning knobs, a clock with movable hands, and accessories such as a pot with lid, a frying pan, three cooking Teifoc Fire utensils, an oven glove, and a salt and pepper holder. Station The two knobs on the countertop click when kids turn them. The set is made for kids ages 3 and up. SES Creative’s Carpentry Playset will give kids confidence and build skills such as handeye coordination, fine motor skills, and concentration. Kids will create their first models and products with this set, made for kids ages 3 and up.
56 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
True and Bartleby Mini Plush
WECOOL Kids can make their own slime with the Make Your Own Squishy Like Slime Large DIY Kit, from WeCool. Kids mix glitter and powder, add water, and shake to create squishy, colorful slime. The kit contains a mixing tray and spoon, four storage containers, eight compound packs, and nine glitter packs. The kit is designed for kids ages 4 and up. Mix & Mash Unicorn is a super-stretchy, squishy compound that consists of a mix of unicorn colors. The unicorn mash is ready-made and ready for play, making it a neat, clean, and safe playtime activity, designed for kids ages 4 and up.
COBI
COBI will introduce its fourth version of the COBI Titanic 600 Piece Construction Block Set, which is designed for kids ages 6 and up. Once built, the model is more than 24 inches long and stands nearly 8 inches high. The new set rebuilds the decks for a more authentic model of the Titanic. The ship features four chimneys, decks, lifeboats, masts, and rotating turbines. In addition, hidden wheels under the ship enable builders to roll the ship on the floor. Since its initial release of the Titanic model in 2012, the COBI Titanic Construction Block Set continues to be the company’s No. 1 seller. The new COBI ‘Historical Collection’ 500 Piece B-25 Mitchell Bomber Construction Block Set has an easy-to-open pilot’s cockpit, retractable landing gear, rotating flaps, and doors that can open to drop bombs. Designed for kids ages 6 and up, the ship is modeled after the North American B-25 Mitchell twin-engine bomber that became standard equipment for the Allied air forces in World War II (WWII). The aircraft completed the historic raid over Tokyo in 1942. COBI ‘Historical Collection’ 395 Piece Lockheed P-38 Lightning Construction Block Set is a new replica model from COBI that has a removable pilot cabin, movable ailerons on its wings, hidden wheels in the chassis, two rotating propellers, and more features. Intended for kids ages 6 and up, the set is designed after the Lockheed P-38 Lightning that was a WWII-era American piston-powered fighter aircraft developed for the U.S. Army Air Corps. More than 10,000 Lightnings were manufactured, becoming the only U.S. combat aircraft that remained in continuous production throughout the duration of the U.S. participation in WWII. COBI ‘Historical Collection’ 175 Piece Fokker DR.1 “Red Barron” Construction Block Set is an easy-to-build replica of the Fokker Dr.1, often known as the Fokker Triplane. The plane was a World War I fighter aircraft and became famous as the aircraft in which Manfred von Richthofen gained his last 19 victories. The set is designed for kids ages 5 and up.
Slimeball Light Claw and Glow Target
DIGGIN
Diggin’s Slimeball Light Claw and Glow Target comes with a Light Claw that kids wear to charge the two glowing Slimeballs using the finger blacklights. Designed for kids ages 6 and up, the Slimeball will stay lit even after it splats onto the sticky glow target. The Slimeball will stick to the target, but won’t stick to anything else or leave any marks. Squap is a throw and catch toy made for kids ages 6 and up. The player will put the ball into the Squap mitt and open his or her hands as quickly as possible. The ball launches, then soars through the air to another player, who will catch it by snapping the Squap mitt closed around the ball. This game comes with two Squap pop paddles and four balls, and can be played indoors or outside. The Spinos Gyro Wand is a ball launcher and wand powered by magnets, with no batteries required. To play, kids will attach the Spinos to the wand and push the button to send the ball spinning. When the ball launches, a magnetic force field is created around it. Hold the Gyro Wand just above the Spinos to control the spinning sphere without touching it. The wand is designed for kids ages 6 and up. The Dodge Blaster is an air-powered blaster that launches plush mini dodgeballs up to 30 feet away. Kids load the dodgeball into the front nozzle, pump to fill the air pressure chamber, pull the trigger, and shoot. Designed for kids ages 6 and up, the soft, safe balls can be used indoors or outside.
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COROLLE Corolle’s Mon Premier Poupon Sweetheart Panda Party is 12 inches tall and sized to be cradled in a young child’s arms. The doll features a soft body and is lightweight so that little hands can easily grasp and hold it. The vinyl head and hands feature Corolle’s signature vanilla scent, and it wears sewn-on pajamas in a panda print. The pajamas feature a variety of materials and textures to encourage sensory play. The cap has tiny ears and is firmly attached to the back of the doll’s neck, but kids can remove it from the doll’s head. Designed for kids ages 9 and up, the doll is available now. Mon Premier Poupon Bébé Bath Boy is a water-play companion for kids that they can use in the bathtub, pool, or ocean. The doll features a tab sewn onto its back so that it can be hung up to dry after use. The 12-inch doll fits perfectly in a child’s arms, Mon Premier and the vinyl head and limbs feature Corolle’s signature vanilla scent. The doll has a soft Poupon Bébé Bath Boy body and blue eyes that close when kids put the doll down for a nap or bedtime. The baby boy doll wears a whale-print outfit and sun hat, and comes with a bath toy. Designed for kids ages 18 months and up, the doll is part of Corolle’s Mon Premier Poupon collection. A new addition to Corolle’s Mon Grand Poupon collection, Eloise Goes to Bed is a large, 14-inch soft baby doll with blue sleepy eyes designed to help little ones learn bedtime rituals. Eloise comes with a toothbrush, toothpaste, a storybook, and a blanket. The doll is sized for little arms to cuddle and hug. The doll’s vinyl face, arms, and legs feature Corolle’s signature vanilla scent. Designed for kids ages 2 and up, the doll is available now.
ALEX BRANDS Alex Brands’ Alex D.I.Y. collection will introduce Do Dats, a new collectible line that lets kids create unique character charms using beads. Kids can mix and match as they collect to customize their characters. Once the craft is complete, kids can wear their charms, use them as bag charms, or leave them on display. Alex Brands will also introduce series one of Breakaway Ballz. Each ball consists of eight foam pieces that break apart when kids throw them against a hard surface to reveal a bouncy ball inside. Kids can easily put the identically sized pieces back together. The first series features six balls to collect. This year, Alex Brands will add Slinky Racers, a new twist to the classic Slinky toy. Kids clip the provided Slinky to a door, table, or other connectible surface, and use the included mini car to race down the Slinky.
60 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
IDENTITY GAMES
Chomp-Itz Crocodile Dinner, from Identity Games, is an activity game that contains ultra-light and adjustable masks. Players can join the feeding frenzy with multiple level play options for use indoors or outside. The masks will fit preschoolers to adults for family play. Escape Room the Game Virtual Reality is the next step in tech and play, and combines virtual reality (VR) with popular Escape Room games. Players will have 60 minutes to escape the room. The game comes with two adventures, VR glasses, and a free 15 minute introduction, “Down Below.”
TALKIN’ TOYS
STEIFF RE-LAUNCHES IN THE U.S.
The Toy Book talks with Jim Pitocco, President of Steiff North America What inspired you to re-launch Steiff, known for its high-end collector plush, as a plush toy company? Steiff has always been a toy company, first and foremost. In Europe, where the brand is better known, Steiff is considered a toy manufacturer and the collectibles are secondary. In the U.S., the reverse is true. The American consumer knows Steiff as a collectible company that also sells toys. We want to be known as a toy company that also sells collectibles. The Soft Cuddly Friends will help us achieve that goal. Ultimately, we are simply returning to our roots and following Margarete Steiff’s vision for us as a toy company. What makes Steiff’s new line of Soft Cuddly Friends plush different from other plush on the market? The European design, the premium materials used, the sewing methods, and the strict
quality control all work together to create a range that is totally unique in the marketplace. Every piece can also be distinguished by its famous “button in ear,” which is the symbol of highest quality and safety in the toy industry. That is an important point of distinction, and the fact that all of the pieces in the Soft Cuddly Friends line are machine washable demonstrates this. What makes Steiff’s plush appealing to retailers? Retailers are responding positively to the Soft Cuddly Friends line because of the quality of the product and the lower pricing. For the first time in many years, retailers can sell a genuine Steiff toy item for a special value price. Most items are $39.99, or well below. That’s attractive to consumers, which makes it attractive to retailers.
As kids spend increasing amounts of time focused on technology, why do you believe classic play has stood the test of time? At Steiff, we believe there is no substitute for a plush animal in a child’s life. As we sometimes say, “You can’t cuddle with a computer.” Technology has its place, but a product like Steiff has an appeal that will never fade. What are your plans and goals for Steiff moving forward? We are going to expand the Soft Cuddly Friends line with new SKUs each season, while expanding our distribution and visibility at retail. We will also be enhancing our presence online through our website and our social media channels. It’s our goal to increase awareness of the Steiff brand in America. We’re reaching out to mainstream consumers with the Soft Cuddly Friends as a way to get moms and children involved in the Steiff brand again. »
Soft Cuddly Friends
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WESTMINSTER INC. Made for kids ages 6 and up, Fiddle Faces, from Westminster Inc., is a new fidget toy. Each Fiddle Face has a unique set of buttons, switches, rollers, and more, all designed as features on fun and friendly characters. These fidget toys will help increase focus and come in three collectible designs. Fiddle Faces
PLAYMONSTER
Pass the Pup, from PlayMonster, is a musical game for kids that features a soft, huggable puppy. To play, kids sit in a circle, squeeze the pup’s paw, and pass it around as the music plays. When the music stops, the dog will howl and the person holding it then has to draw one of the cards and perform a silly action like a dog, including bark, scratch, or roll over. Designed for kids ages 3 and up, the game can be played with two or more players. Automoblox is a line of collectible toy vehicles made of European beechwood that features interchangeable components. The new mini vehicles and the Hauler have a mix-and-match capability with a fresh look. There are several new cars joining the mini line, including the HR5 Scorch in the 2-pack, which features the first darker stained wood. Also new are the mini cars C11 Nebulous and C12 Cipher, the pick-up truck T15 Grizzly, and the X10 Timber Pack, which features an SUV, a trailer, and the first Automoblox motorcycle. The BR100 Hercules 16.5-inch Hauler comes with two back ends, two exclusive mini vehicles, has room to hold and haul up to five mini vehicles, and features an adjustable ramp. Designed for kids ages 4 and up, kids can mix-and-match the 54 pieces to change it from a car carrier to a dump truck. Unicorn Paradise will be added to the My Fairy Garden line and is centered around a glittery cave where unicorn Celeste resides with her fairy friend, Dahlia, and Dahlia’s pet turtle, Pebbles. The set includes soil and seeds to grow a variety of clovers. Windmill Terrace is the first My Fairy Garden to feature solar-powered movement and an enhanced STEM component. The garden’s main structure is a gourd that features a moving windmill powered by the sun. When kids press the pump, it activates a water wheel that scoops and circulates water in the pond. This set comes with the fairy Saffron and her swans, Grace and Beau, along with seeds and soil. Designed for kids ges 4 and up, both My Fairy Garden sets will be available in the fall. PlayMonster will introduce smaller Marbelocity sets this year. The designs of each module fit together to form a marble machine, and each set includes a graphic novel to teach a STEM lesson. The Triple Play series is new to the line and features smaller models and plastic componets to add more color. Chaos and Archimedes Screw are the first two models in the series and feature elements including a helix and funnel. Like all other Marbleocity kits, the sets can be connected to make marbles run through both models, and motors (sold separately) can be attached for power. Designed for kids ages 9 and up, the new sets will be available this summer. Brain Farts is a party game that encourages players to shout out answers before they have a “brain fart.” Players roll large cubes to decide on the category, including hotties, villians, beverages, and more. Tap the top of the timer to show a letter and start the countdown. One by one, players must name something from the cube categories that starts with the letter displayed on the timer. Whosever turn it is when the brain farts loses a token. Designed for kids ages 12 and up, the game can be played with three or more players. PlayMonster will also introduce toys from its newly acquired Kid O line. Designed for kids ages 6 months and up, Hudson Glow Rattle is a motion-activated rattle that responds to the way a baby shakes it. Kids can lean the puppy’s green legs down to see it glow green, and lean the red legs down to see it glow red. Hudson’s soft, textured legs are designed for teething babies, and the soft rattling sound will entertain and stimulate the senses. Also from the Kid O line, the Origami Color-Changing Boats provide a surprise during bath time. Designed for kids age 1 and up, the hulls transform into bright hues when in warm water.
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ADORA Adora’s Teapot Café Wooden Play Set is a 17-piece set featuring a teapot that opens into a café. It comes with two figurines, wooden accessories and furniture, and felt desserts. The pieces can be stored inside the tea pot for easy cleanup and travel. The Owie Hospital Wooden Play Set is an 11-piece set, featuring a hospital that opens into a doctor’s office. It comes with doctor and nurse figures, a bear, play furniture, and wooden hospital-themed accessories. The pieces fit into the hospital to take on the go. The Sunrise Farm Wooden Play Set is a 15-piece set that comes with two figures, a cow, a pig, a horse, a sheep, a chicken, a duck, and other farm accessories. The pieces fit into the farmhouse for storage or travel. All of the above play sets are designed for kids ages 3 and up. Teapot Café Wooden The Crafty Girl “Sweet Desserts” Wooden Play Set Jewelry Kit is a DIY activity set designed for kids ages 6 and up. The kit has more than 140 pieces and an elastic cord to create rings, bracelets, necklaces, and more. The kit features dessert-themed wooden charms and a variety of assorted shaped and colored beads.
WILD REPUBLIC
Wild Republic’s Audubon Birds with Real Bird Calls brings bird watching into the home. The expansive collection of 5-inch plush birds with sound has realistic features. Each design is approved by Audubon, and the sound comes straight from the Cornell Lab of Ornithology’s wildlife recordings. New releases this year include osprey, house sparrow, Atlantic puffin, baby chick, purple martin, northern flicker, California quail, pileated woodpecker, and wild turkey. Hugger Mermaid plush dolls are available in a larger 12-inch size. Each soft, stuffed toy is a triple-protected, specially designed snap band with a safe and friendly grip. Kids can wrap the mermaid’s tail around their wrist, backpack, stroller, bike, and more. The mermaids are available in green, pink, blue, and purple. Audubon Birds with Real Bird Calls
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Tide Pool Bath Kit
GREEN TOYS
Green Toys’ Ambulance & Doctor Kit comes with everything kids ages 2 and up need to play doctor, nurse, and EMT. This 10-piece set encourages motor skill development, imaginative play, and pro-social behavior, while helping to ease anxiety about doctor visits. The ambulance has the features, size, and durability of a classic Green Toys truck, as well as lights that flip up into a handle to create a unique carrying case. The set includes a stethoscope, a reflex hammer, a syringe, forceps, a thermometer, an otoscope, a doctor’s notepad, and two sheets of assorted stickers, which kids can store in the back of the ambulance for quick, eco-friendly transport to the next emergency. The seven-piece Tide Pool Bath Set includes a starfish, a scallop, an abalone, a snail, a squid, a jellyfish, and a seaweed-patterned storage bag. Each of the six shells and creatures in the set are specially designed to interact with and pour water in a different way. Kids can scoop up water with the abalone and create a cascading waterfall with the holes along the edge, or fill the jellyfish and watch the water run down and out each of the legs. The palm-sized shells are the perfect size for scooping and pouring water in infant tubs, at the beach, and in backyards. When it’s time for cleanup, kids can collect all the pieces in the storage bag—made from 100-percent recycled plastic bags—and the holes throughout the sides and bottom of the bag allow water to drain out for pieces to dry between uses. The Tide Pool Bath Set is made for kids ages 6 months and up. The Ambulance & Doctor Kit and Tide Pool Bath Set are made in the U.S. from 100-percent recycled plastic; are BPA-, phthalate-, and PVC-free; are dishwasher safe; and are packaged with recycled and recyclable materials and printed with soy inks.
WHIFFER SNIFFERS
Whiffer Sniffers series six includes nine scented plush characters. Each character’s scent matches its appearance, so “Chill Bill” smells like a slushie, and “Louie Lime” smells like a lime. Kids can collect Limited Edition Mystery Packs, holiday-themed characters, and super rare Gold Back Sniffer Mixes and Sniffer Switches. Whiffer Sniffers also introduces Whiffer Squishers, a line of scented squishy versions of Whiffer Sniffer backpack clips. These ultra-soft characters each have a slow rise, sweet scent, and a clip so kids can take them on the go. The first series of Whiffer Squishers features Georgia, Sugar Cake, Jimmy Smore, Howie Rolls, Chill Bill, and Cheri Cherry. Whiffer Squishers
DOUGLAS CO. Douglas Co. will introduce new gift ensembles. The Silly Little Sloth Gift Ensemble comes with a sloth and six additional pieces: a book, a plumpie, an activity blanket, a sshlumpie, a teether, and a snuggler. Each piece incorporates brown gingham check fabric and an embroidered green leaf. The Silly Little Sloth Activity Book is a 6-inch slightly padded square that features activities and a story for babies. The Silly Little Sloth Plumpie is a 10-inch sitting plush sloth. The Silly Little Sloth Activity Blankee is a blanket-like toy that features different textures, shapes, and fabrics. It has a sewn-in orange clip to attach to a stroller or car seat. The Silly Little Sloth Sshlumpie is 19 inches long and under-stuffed to feel like a blanket. The Silly Little Sloth Teether is an under-stuffed sloth plush toy that incorporates a soft teething ring that is 100-percent silicone and safe for baby. The Silly Little Sloth Snuggler has a sloth head and arms, and the body is a blanket. The Playful Little Mermaid Baby Gift Ensemble features a 10-inch Playful Little Mermaid Plumpie sitting plush doll with a green, fluffy tail. The gift collection features the plush and five color-coordinated items: The 19-inch Playful Little Mermaid Sshlumpie is under-stuffed to feel more like Playful Little a blanket. The 10-inch Playful Little Mermaid Teether merges a blankie and a teething ring, which is Mermaid Snuggler 100-percent silicone. The 13- by 13-inch Playful Little Mermaid Snuggler plush features the same pattern of rose, butter cream, and seafoam green. The Playful Little Mermaid Activity Book features activities and a story. Playful Little Mermaid Lil PlayTivity Blankee is a square blanket-like toy that features different textures, shapes, and fabrics to provide tactile play. It features a sewn-in pink clip, making it easy to attach to a stroller or car seat. The Ocean Babies Gift Ensemble features aquatic creatures in 10 designs, including an octopus, a crab, and a whale. Crab Snuggler is a 13- by 13-inch square of smooth navy plush. There is a red star embroidered on the front, and the top is secured with a seafoam green crab plush toy. This crab has embroidered sleepy-time eyes and rosy pink cheeks. Octopus Snuggler is also a 13- by 13-inch square of green plush. A fish is embroidered on the front, and a sleepy octopus is secured at the top. The 12-inch blanket-like Crab Sshlumpie features a green body and embroidered details. The 19-inch Whale Sshlumpie has a navy body, green fins, and white teeth. The 10-inch Crab, Whale, and Octupus Teethers are plush toys that each incorporate a silicone teether. Octopus Plumpie with Chime is a 9-inch sitting plush toy that incorporates a sound chime inside. Crab Activity Book is a padded, plush book that features activities and a story designed for baby. Crab Activity Blankee is a square blanket-like toy that has a sewn-in red clip so that it can attach to a stroller or car seat. The blankee provides different textures, shapes, and fabrics.
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MAKE IT REAL With Mega Mermaid Makeover, from Make It Real, kids can give themselves a magical underwater makeover with mermaid-themed cosmetics and temporary tattoos. The kit includes a mermaid tail-shaped eye shadow brush, nine colors of eye shadow, blush, two mini cosmetic brushes, lip gloss, hair chalk, a tattoo sheet, nail polish, nail stickers, a nail file, and a Dream Guide magazine. The DIY Terrarium Jewelry set lets kids create their own terrarium bottle pendants that can be worn on necklaces, bracelets, or key chains. The set includes everything kids need to make three pendants, including miniature flowers, gem charms, sand, and more. Kids can add personality to any hairstyle with Sweet ’n Chic Headbands. The set includes five trendy headbands that are ultra-simple to make. The kit comes with five headbands, beads, yarn, ribbon, and more. Kids will learn how to knot and sew a unicorn fleece accessory with the Unicorn Hoodie Blanket, which comes with pre-cut material, fleece fringes, needle and thread, and more.
CORTEX TOYS
LOONEY LABS
Get the MacGuffin, from Looney Labs, is a fast-paced game in which players must make clever use of a limited hand of cards. Designed for kids ages 8 and up, players take risks in attempts to gain the MacGuffin and hold onto it until the last card is played. Anatomy Fluxx is a new addition to Looney Lab’s education line and gives kids an inside look into the human body. The game incorporates bones and blood vessels, and players must try to avoid virus, mutation, and bacteria. The Learning Rules also feature anatomical trivia to test players’ knowledge. While the game is designed for kids ages 12 and up, younger kids can also play once the cards associated with reproductive body parts are removed. Fairy Tale Fluxx merges fantasy with “the card game of ever changing rules.” Players gather Keepers to fit the current fairytale goal in order to win, but must avoid the witch and the wolf along the way. Designed for kids ages 8 and up, the game features illustrations by Mary Engelbreit. Additionally, Mary Engelbreit’s artwork will be featured on the latest cards to the fast-paced matching game, Loonacy. Loonacy is designed for kids ages 8 and up. Looney Labs will also introduce two new Star Trek versions of Fluxx. Star Trek Fluxx features characters from the original series, including Spock, Uhura, and Scotty. Star Trek: The Next Generation Fluxx features characters from the new series, including Troi, Riker, and Worf. Both versions are designed for players ages 8 and up.
Cortex Toys’ SnapDolls is a new line of cloth dolls that feature interchangeable styles, accessories, and personalities. The line includes inspiring girl characters, including young scientist Zoey and future Olympian Maddie. Designed for kids ages 3 and up, SnapDolls will be available in June. Pirate Pong challenges kids to play ping pong with an eyepatch over one eye and sword paddles to hit the ball. The set includes two sword paddles, two ping pong balls, two eye patches, and a fish net. Designed for kids ages 5 and up, Pirate Pong will be available in June. Presto Planes makes it easy for kids to create paper airplanes. The paper airplane maker folds paper perfectly so that kids can launch the perfect paper plane. Kids can also customize their creations with stickers. Designed for kids ages 6 and up, Presto Planes will be available in June. Trick-Tac-Toe is inspired by the bottle flip game, but adds a Tic-Tac-Toe-inspired twist. Kids set the bottles up, aim, and flip. The bottles include a reverse side for an extra challenge. Designed for kids ages 5 and up, the game can be played solo, or as a two-player challenge. Ninja Ball is a game in which players jump and dodge the 25-inch ball that their opponents try to hit them with. Designed for kids ages 5 and up, the game combines strategy and wit. Ninja Ball will be available in June.
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ASTRA 2018
CHARM IT! CHARM IT! by High IntenCity will introduce new Signature CHARM IT! Charms for kids to add to their charm jewelry collections. New charms are added every season. Charms and accessories are sold separately. The CHARM IT! Gold Collection features gold-colored charms such as a unicorn piñata, a mermaid tiara, a pastel butterfly, and more.
FUNKO
Funko introduces new Pint Sized Heroes. Fans can collect the 1.5-inch characters from different licenses, including Disney Series 2, Master of the Universe, Snow White, Nightmare Before Chistmas, and more. Made for kids ages 3 and up, each figure is in a blind package so that each unboxing is a surprise. Each license comes in a 24-piece display.
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SKULLDUGGERY
Skullduggery’s Perfect Craft Stepping/Memory Stone Kit lets kids cast, personalize, and decorate a stepping stone keepsake. The no-mess patented procedure helps kids to easily create an engraved stone. Designed for kids ages 8 and up, it can be displayed in a yard, a garden, or used as a wall plaque. Perfect Craft Pet Memory Stone Kit lets kids cast, personalize, and decorate an engraved stone. The nomess patented procedure makes it easy for kids to use. Tracer Racers utilize Light Trail Technology as they glow on Skullduggery’s patented Glow-in-the-Dark track. Each Tracer Racer shines purple light rays from its undercarriage onto track engineered to emit glow remnants after the racer has passed. Skullduggery’s Marble Racers now have updated looks and features. PullBack Marble Racers are more than 5 inches long, and the tri-colored light-up marble is nearly 1.5 inches in diameter. This version of the Marble Racer comes with a pull-back engine and travels up to 36 feet. Designed for kids ages 3 and up, it is available in four different designs.
ANKER PLAY PRODUCTS
GETTA1GAMES
In Banx, from Getta1Games, players roll five dice up to three times on their turn to fill in combinations on their score sheets. Players can decide when to bank or “save” rolls to use later in the game. The game includes 20 wooden dice, 20 wooden Banx discs, four blinders, four pencils, a score pad, and rules. Doggy Bags is a tactile game in which two players feel for the same food in a race to see who will pull out Franky’s favorite food first. This game is designed for kids ages 3 and up, and includes two fabric bags, 18 food items, and 10 cards. Bull’s Eye is the split-second plunger game in which players race to plunge the matching card first. This game is made for kids ages 3 and up, and includes 48 animal cards, five mini-plungers that pick up cards, and rules for two versions of gameplay. Don’t Drop the Donut is a gravity game for two to four players. Players will pick a stick to score points, and try to have the most points when the doughnut drops. This game is designed for kids ages 3 and up, and includes a wooden doughnut, 30 wooden sticks, and a wooden die. Bad Apple is a two- to four-player game with an apple-picking theme. Designed for kids ages 6 and up, players must pick apples without making the tree shake to score points. The big, bad apple is worth the most, and earns a player 25 points. The game includes a wooden tree game board; wooden yellow, green, and red apples of different sizes; and a wooden big bad apple.
Anker Play Products will introduce 3 in 1 Light FX Blokko Kits for light-up construction play. The kits feature two LED blocks and four styles to collect: copters, trucks, heavy-duty vehicles, and runners. Blokko Classic Sets are also available, and feature boxes with pieces including blocks, doors, windows, tires, and wheels. All Blokko construction blocks are compatible with popular block brands. Adventure Club Science Kits provide everything kids need to go on an educational adventure at home. The kits feature science experiments that focus on volcanoes, crystals, archaeological digs, and more. Generation Dough offers quality dough for kids to play with. Kids can use the starter pack with basic dough, or get creative with the BBQ Party Set. The line also includes activity kits, 5 in 1 Dough Roller Sets, and MiniDough Factory Presses. Kids can create pom pom key rings with charms, beads, and pom poms using the Smibo Pom Pom Key Ring Kit. The set includes more than 230 pieces and kids can wear their creations, hang them on a backpack, or display them at home.
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ASTRA 2018
ISCREAM Llama Furry Pillow
Iscream’s Panda Sleeping Bag has a furry outside and a soft faux Sherpa lining. Made for kids ages 5 and up, it rolls up into the top pocket for easy transport. The Unicorn Reversible Sequin Pillow changes colors and design with the swipe of a hand. It’s made with embroidered sequins and filled with soft 100-percent polyester. The Llama Furry Pillow has an embroidered face, fleece details, and is filled with soft 100-percent polyester. The Unicorn Furry Pillow has a colorful mane and is filled with soft 100-percent polyester. The Llama String Lights are multi-colored LED lights made up of 10 rainbow-colored llamas.
DARON WORLDWIDE TRADING INC. Daron Worldwide Trading Inc. introduces six new National Geographic 3D Puzzles this year. Available puzzles include Space Exploration, Space Mission, Amazon Rain Forest, Undersea Adventures, Dinosaurs, and African Wildlife. They are easy to build and require no glue. Each puzzle includes a 34-page book with step-by-step instructions and the history of the subject matter.
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STRICTLY BRIKS Designed for kids ages 6 and up, the Trap and Gap Baseplate, from Strictly Briks, adds trap doors and ramps to the classic Strictly Briks stackable plate. From castle towers to parking garages to homes, builders can go from level to level with action figures, cars, and other toys. Each Rubik’s Briks: 3D Play—Progressive Challenge Levels play set comes with instructions to build three designs, such as a giraffe, a camel, or a penguin. The sets come with 150 3-D Briks with a 2-by-2 stud or anti-stud design on each face. Made for kids ages 6 and up, each patent-pending 3-D Brik is fully compatible with all leading brands of brick construction toys. Made for kids ages 4 and up, the Rubik’s Briks: 3D Play Learning Cube comes with six hinged, two-sided baseplates and 150 Tile Briks. Kids can combine the letter and number bricks to read, write, message, and do math while playing. The Rubik’s Briks: 3D Play Brik Cube modeling system features Rubik’s classic colors, making it look like the real thing. Kids can connect 27 Briks and 54 Rubik’s Colored Tile Briks to build a replica of the original Rubik’s Cube. The set is designed for kids ages 8 and up. Trap and Gap Baseplate
UNIVERSITY GAMES University Games will add new products to its adult party game line this summer. Do Not Disturb is inspired by seedy hotels everywhere and the wonder of what goes on behind Do Not Disturb signs. Players take turns opening the room door, and vote based on the unbelievable images they see. Yeti Eats Alien is a card game in which players compete to create the highest scoring and most outrageous headlines. The Front Porch Classics line introduces Cribbage Deluxe, now designed for the entire family to play together. This special, round, high-quality wood game board is designed for up to four players. The unique secret center compartment stores away the tournament-quality playing cards and the tapered metal scoring pegs. When not in use, the game board design can be displayed on any coffee table or credenza.
SMARTLAB TOYS SmartLab Toys will introduce Tiny Science!, designed for kids ages 8 and up. Tiny Science! is a miniature, working science lab with real, precision science instruments. The accompanying educational book features science activities developed specifically to work with the tiny science tools. The small size makes it ideal for on-the-go science exploration adventures. Ultimate Vortex Generator is designed for kids ages 8 and up and features 20 science experiments. Kids can perform chemistry experiments using a spinning magnetic mixer, and watch solutions foam and change color as they collide with moving fluids. This standalone toy also integrates directly into the structure and activities of the original Ultimate Secret Formula Lab Experimentation Station. Archi-TECH Electronic Smart House is a construction kit that lets kids design houses with lights, sensors, sounds, and moving parts. Designed for kids ages 8 and up, the set features a combination of construction pieces and electronic circuitry components to teach engineering and technology in a creative way. Stinky Science Lab comes with 20 science experiments that create strong odors. The lab features a pump-activated stink machine and a kid-friendly book with activities. Designed for kids ages 8 and up, the experiments encourage teamwork and many require someone to be the “smell creator” and someone else to be the “smell sniffer.” Designed for kids ages 8 and up, Shimmering Lip Balms lets kids blend all-natural recipes using beeswax and more. The set comes with enough all-natural beeswax pastilles to make dozens of lip balms, and also includes two molds and five sparkling mix-and-match lip balm pods. Kids will learn how to make basic lip balms and more difficult recipes, including Coco Loco Lips, Snow Queen Shimmer, Nuts for Nutella, and Deluxe Chocolate. Kids will also learn about humectants, emollients, and why water and oil don't mix.
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POPULAR PLAYTHINGS
Build-A-Truck, from Popular Playthings, is an oversized construction truck toy. Designed for kids ages 2 and up, the colorful pieces are made for small hands, and the magnetic locking system makes it easy to assemble and take apart. Kids can make a variety of different trucks, including a dump truck, a cement mixer, a front loader, a back hoe, and more. Magnetic Mix or Match Vehicles are themed sets that allow kids to build hundreds of different vehicle combinations using the magnetic snap and lock assembly feature. Designed for kids ages 3 and up, there are three different sets available: construction vehicles, police vehicles, and fire and rescue vehicles.
MARK-MY-TIME Mark-My-Time introduces a line of Disney bookmarks and booklights to celebrate Mickey’s 90th anniversary this fall. The portable timer bookmarks feature a time of day clock, a countdown timer with an alarm, and a cumulative timer to allow kids to read on the go, and can store up to 100 hours of recorded time. The new line features Disney and Disney•Pixar characters, including Mickey, Rapunzel, Ariel, Belle, and Buzz Lightyear.
FLYCATCHER
smART sketcher
SNAP TOYS
The smART sketcher projector, from Flycatcher, allows users to transform photos taken from their smart devices into a sketch. Artists use the free smART sketcher app to filter and transfer photos via Bluetooth to the projector, and then instantly see their image projected onto paper. The smART sketcher comes with pre-loaded micro SD cards that are filled with a variety of activities, including step-by-step drawings, learn-to-write letters and numbers, and more. The smART sketcher is designed for kids ages 5 and up.
Snap Toys introduces new products from Jim Henson’s Word Party preschool series, now in its third season on Netflix. Three new products will hit the market this summer, including wood blocks and stacking puzzles. Designed for kids ages 18 months and up, My First Building Blocks is a 22-piece set that features the four baby characters. Kids can re-create the playground from the show or build their own creations. Lulu and Bailey’s Stack and Play puzzles will encourage creativity and imaginative play, while kids stack and arrange their favorite characters in multiple ways. BiOBUDDi is a100-percent recyclable line of building blocks. A pioneer in sustainable and eco-friendly children’s building blocks, BiOBUDDi is committed to making a positive impact on the planet with its new line of educational building blocks. Manufactured in the Netherlands and made of bio-based materials derived from sugarcane, the blocks are compatible with all major building set brands. Designed for kids ages 18 months and up, the line has more than 13 products, featuring the alphabet, numbers, shapes, animals, and more. All packaging materials are also 100-percent green and include fun stickers for customization and instructions with printed activities. Snap Toys is the authorized distributor for BiOBUDDi products in the U.S. Snoopy returns as the star of the new Banbao building blocks line. Designed for kids ages 4 and up, this line is compatible with all major building set brands. The Peanuts collection has Word Party My more than 30 products that features Snoopy, First Building Charlie Brown, and the whole gang. The Blocks Turbo Power and High-Tech pull-back vehicles provide high speed races, and other themes include police, firefighter, farm, sea adventures, safari, and more. Snap Toys is the authorized distributor for Banbao products in the U.S.
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JC TOYS JC Toys introduces Berenguer Boutique Elephant Theme 15-inch Baby Doll. Dressed in a pink or blue onesie with elephant ears, the dolls come with a toy plush elephant that complements the attire. The doll has a button nose, lifelike eyes, eyelids that open and close, and a puckered mouth that fits the pacifier and bottle accessories that come with the doll. La Newborn Moments and Pet Friend Bambini by Berenguer is a new 20-inch baby doll that has a weighted soft body for a realistic feel. The doll is dressed in a patterned onesie and comes with a pink blanket and plush teddy bear. Bambini has rooted brown hair, lifelike eyes, and plump cheeks. The La Newborn Deluxe Baby Doll Gift Set features a 15-inch vinyl, anatomically correct girl baby doll with a jointed body that can assume various poses. The doll is dressed in a pink eyelet outfit with a matching bow. She has lifelike eyes, an inquisitive expression, and realistic ears, lips, and nose. As part of the deluxe gift set, it comes with an assortment of accessories, including a bottle, rattle, pacifier, fluffy bunny plush toy, and a birth certificate. The La Newborn Moments and Pet Friend is a 17-inch vinyl, anatomically correct girl baby doll thats sports a cute expression showing off her first teeth. The doll has lifelike eyes and finely detailed features, such as tiny fingernails, toenails, and wrinkles, and is draped in a gray bunny-eared hooded towel. It holds a bunny wrapped in a matching hooded towel. All of the above dolls are designed by Berenguer, are lightweight for kids to carry, and have hand-washable bodies and clothes.
ASTRA 2018
Sleeptime Lites Elmo
PILLOW PETS
Pillow Pets’ new Sleeptime Lites line is a night-light and plush toy in one. Sleeptime Lites illuminate a rainbow glow and star patterns onto the ceiling, and alternate hues of six bright LED amber, green, red, pink, yellow, and blue lights. Sleeptime Lites include a built-in timer that shuts off after 20 minutes. The plush includes three feature light options, including all six LEDs fading on and off gradually; all six lights fading on and off rapidly; or just the blue, green, and pink LEDs fading on and off gradually. Sleeptime Lites are available in various designs and licensed characters. Pillow Pets plush folding stuffed animals combine the security of a stuffed animal with the functionality of a pillow. Made of high-quality, super soft chenille, these plush creations have a strap that closes underneath to transform them into friendly pets. Kids can open the strap and the pet becomes a pillow.
IMAGINAMI imaginami introduces modern ragdolls that come in 12 different styles. They are designed for kids of all ages, and each has its own personality.
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RUBIE’S COSTUME CO.
Pteranodon Inflatable Adult costume Velociraptor Blue Inflatable Child costume
Rubie’s Costume Co.’s Jurassic World T-Rex Inflatable Costume, available in kids’ and adult sizes, won The Toy Association’s 2018 Innovative Toy of the Year Award. This year, it will introduce new innovative products, including new dinosaur costumes such as Pteranodon Inflatable Adult, Velociraptor Blue Inflatable Child, and TricerTriceratops Inflatable Adult costume atops Inflatable Adult costumes. Rubie’s Avengers: Infinity War costumes and accessories let kids join the fight with their favorite Avengers characters, or take the side of evil as Thanos. The costumes are available in a variety of kids, adult, and pet sizes. Rubie’s will also launch a collection of costumes and accessories inspired by Solo: A Star Wars Story. The line will feature Han Solo, Lando Calrissian, and Chewbacca, and will be available in a variety of kits for children and adults. Inspired by the storyline of Marvel’s Black Panther, Rubie’s will introduce Black Panther costumes and accessories based on the heroes and villains of Wakanda. The collection will be available in child and adult sizes.
E-BLOX
DGL TOYS
DGL Toys’ Marvel Avengers Infinity War Inflate-A-Heroes are 30-inch collectible inflatable plush. Inflate-A-Heroes are washable, durable, soft, and huggable. Series one includes Hulk, Black Panther, Iron Spider, Groot, Rocket, Dr. Strange, and Iron Man. The heroes can be inflated with the included pump. Inflate-A-Mals are made in all sorts of shapes and textures for tactile play. The figures come in animals such as unicorns and cows. The bears, giraffes, and unicorns are available in 5 foot sizes. Inflate-A-Heroes and Inflate-A-Mals are designed for kids ages 3 and up. The Quadrone Racers Obstacle Course Racing Set includes two exclusive drones that have three racing speeds and can perform 360-degree flips and rolls. Kids can customize their own race course with the racing flags and “rings of fire.” Designed for kids ages 10 and up, there are 24 racing drones available to collect. Inflate-A-Hero
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E-Blox introduces a new line of STEM construction blocks that are compatible with most building blocks. Designed for kids ages 8 and up, E-Blox will launch nine kits that teach electricity and circuitry. The pARTS line features tin-plated blocks that connect to a battery block, powering the electrical component blocks. The pARTS Starter Set and pARTS Plus Set feature plated blocks that allow kids to integrate electronic circuitry without wires to bundle and hide. Advanced kits include the pARTS Pro and Flashing Frenzy, with which kids can build more advanced circuits and structures that light up, flash, and change colors. Kids build their own toys and games, and learn STEM concepts, including current, voltage, electricity, generation, and battery recycling with the Circuit Builder Line of 59, 115, or 120 projects. Kids can learn to manipulate household appliances such as switches, wires, and more on a smaller scale using the kits. The kits are safe for kids, and include manuals that list the rules of circuitry.
QUERCETTI
Rami, from Quercetti, is a game that uses levers and pushbuttons. Players use hand-eye coordination to free the way for the colored marbles that will roll down the tracks and into the correct arrival box. Each arrival box corresponds to a particular position of the four levers, and to a different combination of numbers. Designed for kids ages 4 and up, the game challenges reasoning, logic, and manipulation skills, and helps kids become acquainted with binary numbers, the system on which computers are based. Cuboga is a game in which kids can build marble tracks by connecting cubes in different combinations until the marble can run along the track without stopping. The internal design of the cubes increases the marbles’ speed and pushes them forward. Cuboga is designed for kids ages 3 and up. Wroom Plastic F1 is a toy car designed for kids ages 1 and up. Parents can remove and wash the expanded wheels to ensure maximum adherence to any surface without damage. The cars move forward and backwards, and can also swerve when kids slightly turn the frame. They work both indoors and outside. FantaColor Design lets kids create their own designs with colored pegs. It has a new external frame that acts as an additional play area that kids can decorate with pegs. Kids can also position the pegboard vertically to display completed projects in full view, similar to a photo-holder. FantaColor has two large handles incorporated into the frame, making it easy to carry during travel. The pegboard locks firmly on top of the frame so all the components are neatly and safely stored inside. FantaColor is made for kids ages 4 and up.
SOPHIA’S
Sophia’s introduces new 18-inch doll accessory sets this year. The colorful Cash Register Play Set for dolls and plush includes five pieces of produce along with three boxed grocery items to provide a realistic representation of what a child may see in his or her family’s grocery cart. Kids can press keys on the working keypad, use the scanner wand, open and close the cash drawer, and use paper money, coins, or a credit card to check out. The Grocery Basket Play Set is a companion piece to the Cash Register Play Set, and comes with 13 food items. As a standalone product, this set helps kids build vocabulary by identifying food, and provides imaginative play experiences centered on healthy eating habits. The 19-piece Chef’s Kitchen and Accessories Play Set features storage cabinets and oven doors that open and close, and stove burners that light up and make cooking noises. Utensils, cookware, cups, and saucers all store neatly on the hooks and shelves. All of these items are made for kids ages 5 and up.
FAT BRAIN TOYS Fat Brain Toys introduces Pencil Nose, a drawing game that challenges players to be the best drawers using the silly Pencil Nose glasses and their noses. Kids ages 8 and up can grab a challenge card, put on their glasses, and draw what’s on the card on a drawing board. The team that reaches seven points first wins. Spoolz is a stacking toy with an artsy aesthetic. Infants ages 10 months and up can roll and race them around a playroom, or stack them into any configuration they want. Spoolz is finished with a soft texture and bold colors. Kids can go on a high seas adventure with Pull Along Pals— Crabby & Inky. A silicone starfish is tethered to the critter for kids ages 1 and up to grab and pull. They can activate a big wheel within each critter that makes the legs and tentacles move with lifelike motion and the eyes move back and forth. Made for kids ages 1 and up, the RollAgain Tower features cause and effect learning and discovery. Kids can grab the ball from the base, and all the other balls will roll down to the next level in unison. Then, they can drop the ball into the funnel at the top and watch it roll to the next stop, and repeat. DIMPL is a sensory toy designed for kids ages 6 months and up. The sturdy ABS plastic frame features five vibrant silicone bubbles in varying sizes and colors. Kids can push them all the way in to pop them through to the other side.
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KANGAROO MANUFACTURING Kangaroo Manufacturing introduces Pop-oh-ver, a new line of kitchen play sets that easily assemble over a sturdy household chair and feature fabric coverings to resemble a kitchen, a stove, and counter tops. Pop-oh-ver Counter Top Set and Pop-oh-ver Stove Set are portable kitchen sets that let kids to pretend to cook meals. The counter top set features detailing for a toaster, a scale, and a drawer, and a pop-out shelf that holds items. The stove set has detailing for an oven, a stovetop, and a microwave. Pop-oh-ver Deluxe Kitchen Set encourages kids to cook meals using a stainless steel cookware set. The 12-piece kit includes a whisk, a strainer spoon, a wooden spoon, a spatula, an oven mitt, a saucepan, a lid, a ladle, a bowl, a cooking pot, a colander, and a skillet. The Pop-oh-ver Master Chef Set comes with a chef’s hat and jacket, which features blue piping and a spot for a name badge. Kids can use the bowl, measuring spoons, and wooden utensils to pretend to mix ingredients. The Plush Pretend Food Set is a 12-piece set that lets kids serve a pretend hot dog, drumstick, or stacked sandwich. Plush Baking Food Set lets kids serve baked goods, including a pretend donut, cookie, brownie, or gingerbread man. Pop-oh-ver Counter Top Set
ASTRA 2018
OLIVER THE ORNAMENT Oliver the Ornament is a new line celebrating the tradition of Christmas ornaments. The gift set includes a hand-painted ornament and a book that tells the story of one family’s Christmas ornaments. The story centers on Oliver the ornament, who has been with this family since the mother and father’s first date. Years later, Oliver, now injured and bullied, still has the magic of Christmas in his heart. Oliver the Ornament is the first in a seven book series, each telling the stories of the family’s Christmas ornaments.
NECA
NECA’s Avengers: Infinity War Body Knockers are 6.5-inchtall characters that rock from side to side when exposed to light. They are solar-powered, so they do not require batteries. Characters include Thanos, Groot, Iron Man, and Spider-Man. The Crash Bandicoot 7-Inch Scale Action Figure has articulation, is outfitted with ball-jointed eyebrows to create a variety of expressions, and comes with a thick cardstock replica of a crate.
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LIFE OF A TOY DESIGNER & INVENTOR AN INSIDE LOOK AT THE CREATIVE PROCESS by PETER WACHTEL, chief creative kid, Kidtoyology I ALWAYS LOVED TOYS—IN FACT, I STILL play with toys today. However, when I became a toy designer and inventor, I learned that designing toys is a bit like eating a box of chocolates. Sometimes, you don’t know what you’re going to get. You may have a specific idea in mind when you start out, but as the process continues, new information, technology, and needs come into play, requiring you to adapt your design or invention. No matter what direction you started out in, the world and your own experiences will start to mold the toy in a new direction, as if it has a life of its own. The results of this may vary: Sometimes your design will work out even better than expected, like finding gold in the river, and sometimes you’ll find out that your idea was nothing more than a mirage, and that following some dreams can turn into nightmares. However, I guarantee that the journey will always be an exciting one. THINK OF TOYS AS LEARNING TOOLS Toys are a way to learn, grow, and experience life. They give kids a sense of pride, belonging, and importance in the world, and offer children the chance to live what they imagine. Children are little scientists full of curiosity, confidence, and ignorance, and toys are like 3-D books for their minds and bodies, facilitating learning, experimenting,
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and self-motivation. So when you sit down at your sketching table, remember that children must first discover that skills are learned and creativity is experienced. To this end, toys can be thought of as a “starter kit for life,” designed to show and teach kids how to draw, drive, build, act, and create. These so-called playthings have an undeniable intellectual and emotional impact. If done right, toys can truly shape the kids that will someday run the world. After all, who knows what toys the president, this year’s Super Bowl champs, or your favorite author played with while growing up? Carl Jung once said, “The little world of childhood with its familiar surroundings is a model of a greater world.” DON’T GROW UP In some ways, all kids are inventors. They are not afraid to get their hands filthy, eat paste, or use a hammer as a brush. They’re willing to break something just to see how it works, and start with the impossible, which is where grown-up brainstorms usually stop. To invent, you have to wonder why and how, and not worry too much about constraints when you’re getting started. Making money should not be your main goal. You have to want to invent to improve children’s lives and the objects that surround them. In this way, a child’s focus and trust are essential to the inventor: the idea should always come first.
The first step to becoming a successful toy inventor is to think like a kid again. Use all the imagination and wonder of the universe and just play with your thoughts, even if your starting point is a simple idea. Explore every possibility and option tied to that idea and then weed out the inconsistencies through direct application. Then, run tests and experiments to see if your solution is practical by using logic and realistic constraints to finalize the design. (continued on page 108)
THE SAGA OF A SUCCESSFUL STARTUP by WENDY SMOLEN, founder, wendysmolen.com I’VE SPENT THE PAST FEW YEARS working with startups, several of which can claim true market successes. While most of the products were innovative and engaging, often it was the mindset of the innovators, more than their strategy, that propelled the products forward. I first met Shay Chen, CEO of Flycatcher LLC, at Toy Fair 2017, standing at a tiny table in the bowels of the Jacob Javits Center, with a prototype of what is now known as the smART sketcher Projector, one of this year’s TOTY “Rookie of the Year” nominees. His can-do attitude is an example of how to successfully launch a new product. While working at his own tech company in Israel, Chen came up with the idea for a coloring book that used technology. “It was a good product,“ Chen says. “But we were pitted against a major craft company, and none of the retailers wanted to take a chance on an unknown.” However, that early attempt inspired him to delve into the toy industry with another product. DREAM BIG. START SMALL “I saw how much my kids loved playing with technology, but I wanted them to still enjoy things like building and coloring and creating,” explains Chen. ”I wanted to find an innovative way to infuse tech into basic play patterns. When I came up with the idea for smART sketcher, it wasn’t like anything I had seen before. Once we had a prototype, we did
a Kickstarter campaign. We didn’t do it for the money, (although we exceeded our goal by 40 percent), but to get a sense of how much people would pay for this product. Surprisingly, they were willing to pay more than we expected. We ended up shipping around 400 units, and got great feedback from those early experience users. We still constantly test ideas with kids. Being small keeps us nimble enough to iterate and change things that don’t work.”
Shay Chen and son with smART sketcher
LISTEN TO OTHERS, BUT BELIEVE IN YOURSELF “Our first showcase was Dallas Toy Preview in 2016,” says Chen. “There, the positive reactions from buyers and reps encouraged us to go to New York Toy Fair in 2017, where we took the smallest booth possible. Again, we were buoyed by feedback. Although several buyers thought it was too pricey, we felt our original consumer feed-
back was valid. When I looked at retailers’ shelves and saw what you could buy for $60, I believed we were in the right place.” “At Toy Fair, we were pursued by two big toy companies for licensing, as well as QVC. We went with QVC, which enabled us to start mass production, but didn’t do the licensing deals. At that point, we suddenly found people chasing us, rather than us chasing others. We believed we had a unique product that we built with our own hardware, software, design, production, and money. We wanted to control its destiny ourselves. “ HIRE PEOPLE SMARTER THAN YOU “I was starting to understand the cycles of production, sales, PR, and marketing timelines, but my expertise is technology and innovation,” admits Chen. “Hiring experts in the areas that you don’t know about is critical. While it’s hard to give up total control, it’s necessary. A powerful team will ask questions, raise concerns, and bring vital experience to the table. Otherwise you’re just talking (and agreeing) with yourself.” Chen’s expanded smART sketcher team included sales, marketing, and public relations. They changed the original product name. They hired a company to create a sizzle for buyers. An educational consultant worked on the content. The team attended more fairs, including Hong Kong and Nuremberg, where they were again courted. However, as in (continued on page 108)
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VR, AR,
AND THE FUTURE OF PLAY by KATELYN COGHLAN, general manager of In-It VR VIRTUAL, AUGMENTED, AND MIXED reality seem to be the next big things for entertainment—be it video games, immersive short films, or social media. With virtual reality (VR) being a complete immersion into a new environment, augmented reality (AR) being a way to change or add to the physical world, and mixed reality (MR or XR) being a heads-up, hands-free blending of the physical world and the digital world, it is obvious that there are diverse applications for teenagers and adults. But what about children? Media and technology have influenced the evolution in the play space throughout the years. Electronic tabletop games entered the mass market in the 1960s, paving the way for the debut of the Magnavox Odyssey in the 1970s and the boom of video arcades in the 1980s. This was followed by increased sophistication in at-home gaming equipment, such as PlayStation and Xbox, in PC game quality, such as The Sims, as well as handheld games, such as Game Boy and Tamagotchi. Now, children use iPads and other smart devices to access app-based games and means of communication with their peers. The 1970s was also the era of the introduction of the Children’s Television Workshop, which gave rise to Mr. Roger’s Neighborhood and Sesame Street, and later paved the way for Nickelodeon, Cartoon Network, and Disney Channel. Now, social media rules content and communication, with Club Penguin providing a safe-haven for kids to play games and interact with each other. That still doesn’t distract from the real presence that other social media platforms, such as Snapchat and YouTube, have in children’s lives. When looking at the way media and technology in toys progressed through the decades, a natural blend can be seen between those two things. Personal smart devices blurred the line between what is a toy and what is content, but the distinction doesn’t seem to matter much to the children interacting with them. This crossover provides a solid
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foundation for VR and AR to flourish, since it also straddles the line between toy and media, and content creators will soon use that as a basis for their experiences. But there are many questions circling around the use of VR and AR for and with children. Are VR and AR of interest to children? Are they safe for children to use? Do they negatively impact children’s mental health? Will technology help move children’s brands forward? Let’s evaluate these mainstream considerations. ARE VR AND AR OF INTEREST TO KIDS? For toy manufacturers, there is no sense investing in a technology that children are not going to gravitate toward, so the question remains: Do children find VR and AR interesting? According to Ken Perlin of the NYU Future Reality Lab, the answer is most certainly “yes.” In an article published by Fast Company, Perlin relayed that in the experiments he conducted, children ages 4 and up “love” VR, with a sweet spot at ages 8 to 9. While in an experience, children naturally tend to create their own games and activities to push the boundaries of what the experience was designed to do. In doing this, kids entertain their curiosity in a private way, which also promotes creative thinking and physical activity. Companies such as Early Adopter (a subsidiary of The Glimpse Group) are exploring how this concept can be brought to schools to promote educational VR and AR game play, starting with their interactive AR product Chronoquest. For children under age 3, the story is a bit different. Children at this age won’t
put on a headset, as they find it unfamiliar, uncomfortable, and sometimes scary, but they love tablets. There are many studies on the benefits of using iPads and other tablets in preschool settings, but still resistance remains from parents who are nervous about their child’s “screen time.” With AR though, “screen time” is not what it used to be. AR allows for children to change and add 3-D elements to their physical environment. If AI is incorporated, children can identify different shapes, colors, and other items in the real world. These apps encourage children to use their senses, which is crucial to this stage of development. This aspect of building and creating can be found in the AR
app Tinkernote, a product of Kreatar (a subsidiary of The Glimpse Group). ARE VR AND AR SAFE FOR KIDS TO USE? Parents raise concerns about how safe this new technology is, considering how close the screen is to the user’s face. This isn’t the first time that stereoscopic imagery was at the center of parental debate. Nintendo 3DS games and 3-D films were also under scrutiny when they entered the mass market, but there are a number of guidelines in place to reduce eye strain. According to a recent article, it is recommended that children take 10 minute breaks with every hour of play, which is in-line with Nintendo’s recommendations. A major difference between VR use and traditional video game use is that VR experiences tend to be short, and therefore naturally provide times for children to take off the headset, whereas Nintendo 3DS games are designed to last for hours. Additionally, if PlayStation VR is the headset of choice, parents can set the interpupillary distance (IPD) to even further reduce eye strain. All that said, VR headset manu-
facturers everywhere stress the fact that every experience should be supervised, regardless of age. Since VR is so new, users should be surrounded by people who are not in the head-mounted display (HMD) to avoid injury, and that goes especially for children. DO VR AND AR NEGATIVELY AFFECT CHILDREN’S MENTAL HEALTH? Video games are often at the center of controversy when it comes to children’s mental health, so it makes sense that the immersive VR and AR experiences would raise similar concerns. But it is actually the immersive nature of the tech that separates it from its predecessors. VR usage has a very high retention rate when compared to watching a video or playing a video game, which can lead to higher empathy from the user, giving VR the affectionate label of “the empathy machine.” Provided children view and interact with age-appropriate content, their chances of becoming empathic people increase, a personality trait that parents in this era value very highly. Additionally, VR can be essential for helping children with developmental disabilities cope with everyday life in a safe environment. The immersive nature also provides a hyper-realistic sense of presence that other technology does not. This presence can give children the sense that they are “really there,” allowing for better training of situational awareness and cognitive skills, which is ideal for children with autism. Also, VR allows for immediate, multi-sensory feedback to occur within the experience to reward and encourage different behav-
ior—something that could benefit children with ADHD. WILL VR AND AR HELP STRENGTHEN CHILD-CENTRIC BRANDS? Brands have a huge opportunity with VR and AR because it allows them to interact with their audience in ways they were not able to before. Going back to one of the first points—that children naturally tend to create their own games and activities within VR—brands can now let children play with their IP in a more dynamic way than the traditional “call-and-response” setup. Also, when considering the high retention rate and the concept of a “superpeer” or “parasocial,” a brand’s IP can literally become a child’s new best friend. There are also ways to bring the physical to the virtual and augmented worlds. By assigning access codes to physical toys, children can bring their inanimate plastic playmates into an app or virtual experience. This literally brings the toys to life, making them both desirable and collectible. This concept was explored by In-It (a subsidiary of The Glimpse Group) when it created the music-making experience Muzebox that debuted at Toy Fair this year. When AI arrives, this idea can expand even further. Children can build their own characters using the IP of different brands (think virtual Mr. Potato Head), but give them different personalities using AI. This means that children can have a conversation with their newly created character where the character reacts naturally, which can build the child’s interpersonal skills. There is a lot that is unknown about VR and AR as it relates to children, but all signs point to a bright and hopeful future. The industry needs some innovative companies to create products that are suitable for children, so we all can continue to provide them with tools to help them grow into outstanding adults. »
Katelyn Coghlan is general manager of In-It VR, a subsidiary of The Glimpse Group. In-It VR enhances marketing initiatives by designing virtual and augmented reality brand experiences. In-It VR developed Adweek’s first AR magazine cover, as well as the play experience “Muzebox,” which debuted at Toy Fair.
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RUBIE’S COSTUME CO. Rubie’s Avengers: Infinity War costumes and accessories let kids join the fight with their favorite Avengers characters, or take the side of evil as Thanos. The costumes are available in a variety of child, adult, and pet sizes. Rubie’s will also launch a collection of costumes and accessories inspired by Solo: A Star Wars Story. The line will feature Han Solo, Lando Calrissian, and Chewbacca, and will be available in a variety of kits for children and adults. Inspired by Marvel’s Black Panther, Rubie’s will introduce Black Panther costumes and accessories based on the heroes and villains of the magical world of Wakanda. The collection will be available in child and adult sizes. Rubie’s will also introduce Justice League costumes and accessories, available in child and adult sizes. The line includes Superman, Batman, The Flash, Aquaman, Wonder Woman, Spider-Man, and more. Rubie’s Pet Shop Boutique, a division of Rubie’s Costume Co., offers pet costumes and accessories for dogs of all sizes, including the “Big Dog Collection” (sizes XXL to XXXL). Rubie’s Pet Shop Boutique offers characters including Batman, Superman, Wonder Woman, Spider-Man, Star Wars, The Avengers, Jurassic World, Mickey and Minnie Mouse, Goofy, Minions, Ghostbusters, Paw Patrol, Teenage Mutant Ninja Turtles, Star Trek, Scooby Doo, and more. The collection also features non-licensed wearables for Halloween, Christmas, St. Patrick’s Day, Barkday festivities, and other celebrations throughout the year.
STIKBOT The Stikbot brand credits much of its success to its content-driven entertainment hub, the Stikbot Central YouTube channel. With close to 1 million subscribers, the channel boasts more than 330 million views, and gives Stikbot fans fresh content to consume and engage with on a regular basis. In May, the channel introduced Dino Planet, a new weekly original series on Stikbot Central. The series is based on three Stikbot dinos living in a dangerous Jurassic time period with some futuristic tech thrown in. This new YouTube series joins other Stikbot shows, including Stikcraft, Off the Grid, The Botcheler, The Stikbot Show, Stikbot Murder Mystery, as well as the fan-inspired series, What the Bot. The Stikbot licensing program expands with Franco Manufacturing Co. Inc., which will create Stikbot-branded bedding, room décor, beach towels, and bath accessories. Franco joins current Stikbot licensees Basic Fun! and Hybrid Apparel. Licensing agent The Joester Loria Group seeks new licensees to expand the Stikbot brand into the backpacks and school supplies category. Zing will debut new products this year, including Stikbot Dino, Stikbot Safari, Stikbot Mega Dino, and Stikbot Monsters. More than 500 fan-made videos are uploaded each week. Retail placement for Stikbot continues to be strong with Walmart, Target, and Amazon all featuring a wide variety of new and current merchandise in the U.S. and Canada. Since last year, Walmart SKUs have tripled and Target SKUs have almost doubled. To date, more than 45 million Stikbots have been sold since its introduction.
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STRIKER ENTERTAINMENT Striker Entertainment signed additional licensees for WowWee’s Fingerlings. Partners include Accutime for watches; Handcraft for underwear; Jay Franco for bedding; Midlon for confections; Sun-Staches for novelty eyewear; TCG for games and puzzles; Sambro for back-to-school items in Europe, the Middle East, and Africa (EMEA); and ADDO for crafts in EMEA, Australia, and New Zealand. These new licensees join a roster of existing partners announced earlier this year, including AllStar Vending, Bioworld, Cardinal, Commonwealth, Innovative Designs, Super Impulse, and Tara Toy. Fingerlings products will soft launch in retailers such as Target, Walmart, Kohl’s, and Five Below in categories including bedding, apparel, underwear, puzzles, games, plush, and diary sets. The majority of the products program, including additional product categories, will be available for the third and fourth quarters. The Fingerlings characters continue to expand beyond the original six monkeys, including monkeys that feature two-tones and glitter, as well as updated species, including sloths and unicorns. The Fingerlings Minis collectible line will be packaged in blind bags and available in the second quarter following the launch of the Fingerlings series on YouTube in May.
TOY STATE Toy State features licensing partners for entertainment, lifestyle, and automotive properties, including Hot Wheels, Barbie, Cat Buildin’ Crew, Thomas & Friends, Monster Jam, Teenage Mutant Ninja Turtles, Marvel, DC Comics, and the Drone Racing League. Most recently, Toy State partnered with the Netflix Original animated series True and the Rainbow Kingdom for a new product line that will be available in the fall. The line of toys will highlight the magic of True and the whimsical characters of the Rainbow Kingdom through collectibles, figures, plush, play sets, and dolls.
True and the Rainbow Kingdom
SPIN MASTER Hatchimals CollEGGtibles
Spin Master will focus on its Hatchimals, Fugglers, Etch A Sketch, Super Dinosuar, and Toca Boca brands this year. After launching Hatchimals and capitalizing on its global popularity, more than 50 licensing partners signed on for products including backpacks, apparel, bedding, books, and more. Recent licensees for Hatchimals include Bendon for arts and crafts and activity books; Zak Designs for meal and hydration; DecoPac for cakes; JayBeeCo for metal trays; Sunstaches for novelty eyewear; and Give & Go for baked goods. In addition, Spin Master has new licensing plans for the brand launch of Fugglers, which targets kids ages 12 and up; Toca Boca, which targets kids ages 6 to 11; and the Etch A Sketch brand, which targets kids ages 4 and up. Spin Master is evaluating potential licensees in numerous categories, including outdoor, sporting goods, oral care, and food and beverage.
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Fesity Pets 10-inch Plush
JAZWARES Jazwares will focus on several properties this year, including Peppa Pig, Hotel Transylvania, Roblox, Feisty Pets, Domez, and First Act Discovery. Peppa Pig Lights ‘n Sounds Family Home lets kids experience the sights, sounds, and phrases of Peppa Pig’s family home. The 22inch play set features seven rooms, more than four floors, and 13 accessories. The house features living room lights that turn on and off, an interactive muddy puddle in the front yard that plays the “Muddy Puddles” song, and a doormat that plays sounds and phrases from the show. Kids can add to the Lights ‘n Sounds Family Home with the new Little Rooms. Each includes figures, furniture, and light-up accessories to customize the pretend home. Jazwares will also introduce Monster Mayhem collectibles inspired by Hotel Transylvania characters. Mystery characters come in monster trunks, each with a skeleton key that unlocks the trunk and uncovers a mystery mini monster. Special trunks will uncover pieces of Hank, and once kids have all the pieces, they can put Hank back together. The Hotel Transylvania Grand Lobby Playset features interactive lights and more than 10 sounds for kids to discover. The play set includes 4-inch posable Mavis and zombie bellhop figures, a hidden elevator, a fireplace that swivels to reveal a secret passageway, a key to unlock an ultra-rare monster collectible, and more. The Roblox Zombie Attack features a collection of characters from Roblox games, including “The Neighborhood of Robloxia” (created by Q_Q), “Apocalypse Rising” (created by Gusmanak and ZolarKeth), and “Zombie Rush” (created by HomingBeacon). Jazwares will expand its line of Feisty Pets with Feisty Pets 10-Inch Plush. Kids can squeeze the stuffed animals on the back of their heads to transform the plush from cute to feisty. The line features a range of animals, including a bear, a dog, a cat, and a unicorn. A new acquisition for Jazwares this year, Domez are collectible, highly stylized figurines representing pop culture and gaming properties. Collectors, fans, and gamers can stack and connect Domez products to mix and match a wide range of properties. Domez Deadpool Series 3 is inspired by Deadpool 2, the sequel to the highest-grossing R-rated film of all time. Jazwares will add to the First Act Discovery line with the First Act Discovery Avengers: Black Panther Ukulele and First Act Discovery Nella The Princess Knight Ukulele. The beginner instruments are sized for young players, and feature lightweight bodies and guitar-style tuning gears that make it easy for kids to stay in tune. The standard soprano size ukuleles are made with nylon strings that produce a soft tone and are easy on little fingers.
CARTOON NETWORK ENTERPRISES Cartoon Network Enterprises will introduce new worldwide partnerships and collaborations for The Powerpuff Girls. The brand celebrates its 20th anniversary this year with a global rollout of new episodes, events, and products that will continue to launch into next year. New partners for The Powerpuff Girls in the U.S. include Mattel for Barbie fashion that will launch globally this holiday season; Champion for limited-edition fleece and heritage silhouettes that will be available in the fall; Mondotees for pins and high-end prints; and The LEGO Group for building sets that will be available in August. Licensing partners in Latin America (LATAM) will expand to include Havaianas for kids and adult shoes launching this July; Cremer for personal care products; Dentro da História for books; and Amazonia for themed coconut water. New and expanded fashion licensees in Europe, the Middle East, and Africa (EMEA) include Sabrina for handbags in Poland; Undiz for a direct-to-retail (DTR) line of nightwear and underwear in multiple territories including France, Germany, Morocco, Poland, Spain, United Arab Emirates, and more; Textiss for a nightwear and underwear line in France; Katie Eary for a highend clothing line that will be available globally; and Bizuu to expand its existing collaboration with a new athleisure collection that will be available in Poland. Since its initial launch in November 1998, the girl power series has inspired generations of kids. The brand still resonates with viewers 20 years later with a reimagined series that debuted last year. The Powerpuff Girls is produced by Cartoon Network Studios, with Nick Jennings serving as executive producer and Bob Boyle as co-executive producer.
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POCKET.WATCH Pocket.watch has five new licensing agreements that extend its reach and the reach of its YouTube creator partners, including Ryan ToysReview, EvanTubeHD, JillianTubeHD, and HobbyKidsTV, into new categories of consumer products that will be available at retail outlets online and offline beginning this year. Pocket.watch will continue to grow its YouTube creator partners into global franchises. Licensees will introduce products in categories including toys, games, bath products, cosmetics, bedding, and more. Pocket.watch’s expansion has led to newly formed divisions that include home textiles, youth electronics, activities, toys, and bed and bath products. Licensing deals include a home collection from Franco Manufacturing, which will launch late this year and feature bedding, bath, and home décor for each of its creator brands; KIDdesigns for a laser tag game, walkie-talkies, headphones, and electronic toys featuring Ryan ToysReview; ORB for a line of activities including drawing toys, compounds, stickers, stamp kits, reusable ink, activity kits, craft kits, and slime, which will launch later this year; and exclusive ranges for Soft‘n Slo Squishies featuring each of pocket.watch’s creator brands; Brainstorm Products for a line of Ryan ToysReview kites, gliders, and parachutes; and Taste for bath products that include play value and collectible aspects for Ryan ToysReview, as well as a range of cosmetics and beauty products for JillianTubeHD. In addition to these new partnerships that expand pocket.watch into electronics, home textiles, cosmetics, and activities, it also previously entered licensing partnerships with Bonkers Toys and The Bentex Group for toys and apparel lines. Pocket.watch will also launch its first book, which will feature YouTube creators and will be released under the pocket.watch imprint with Simon Spotlight, a division of Simon & Schuster Children’s Publishing. Watch This Book gives a behind-the-scenes look at YouTubers including Ryan ToysReview, EvanTube, HobbyKids TV, and Captain Sparklez. It will feature illustrations, art, stories, and tips from each of the stars on how to make the best videos. The cover of the book will be revealed in a video from the YouTube creators.
NELVANA ENTERPRISES
Soft’n Slo Squishies
To celebrate next year’s 40th anniversary of Rosemary Wells’ first Max & Ruby title, Nelvana will plan public and retail events and will revive the brand’s licensing program to target an early preschool demographic. The licensor will have a new style guide as it seeks key global toy, publishing, and apparel licensees. This fall, a new season of Max & Ruby will air on Nick Jr. and introduce new characters to fans. Nelvana was named worldwide licensing representative for Soft‘n Slo Squishies in February. The squishable collectibles from ORB generated more than $100 million in retail sales, and Nelvana will produce an original short-form YouTube series based on the toys. Key categories for the program include apparel, sleepwear, accessories, novelty, gift, home décor, and publishing. Nelvana’s original preschool series Ranger Rob currently airs on Treehouse in Canada and Universal Kids in the U.S., and will expand its TV and consumer products reach this year. New licensees and products are currently in the works, including an app. Licensing agents and broadcast placement are set for the UK, France, Germany, Italy, and Spain. Animation studios Nelvana and Frederator partnered to expand the Bravest Warriors universe. There have been three seasons of the Bravest Warriors web series since it originated in 2012. The series has more than 250 million YouTube views and 2 million subscribers. Nelvana is currently producing New Bravest Warriors, an animated TV series that follows the adventures of teens Chris, Beth, Danny, Wallow, and Plum as they warp through the universe saving adorable aliens using the power of their emotions. The series targets kids ages 9 to 14 and will air on Teletoon Canada and other broadcasters internationally beginning this fall. Several of the new episodes are now available on the VRV streaming app in the U.S. and will continue to be released throughout the year. Nelvana Enterprises plans to expand the brand’s consumer products program following the release of the series. It currently seeks additional partners to launch a broader program for fall 2019 that will include toys, novelty, apparel, apps, home, stationery, accessories, dress-up, and games.
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Hey Duggee
BBC STUDIOS BBC Studios recently merged with BBC Worldwide to form a singular commercial entity. Doctor Who will debut a new season, which will feature Jodie Whittaker as the first female doctor in the series. Renewed licensees include Titan for figurines, apparel, and gifts and novelties in the U.S., Canada, and the UK; Funko for Pop! Vinyl figurines and novelties in the U.S., Canada, Ireland, Australia, and New Zealand; Lady Sandra for home goods, comforters, pillows, and more in the U.S. and Canada; and Rabbit Tanaka for lighting, mirrors, clocks, and wall décor in the U.S. and Canada. New deals for Doctor Who will be announced in the coming months. Hey Duggee was greenlit for a third season, and a number of deals are already in discussions for this year. Partners include Penguin Random House for publishing; Immediate Media for magazines; Golden Bear for toys in the UK; Jazwares as master toy partner in the U.S.; Jasnor to distribute Golden Bear’s plush toy range and Jazwares’ figurines and play sets in Australia; Chicco to distribute Golden Bear’s plush toy range and Jazwares’ figurines and play sets in its stores in Italy; and Winning Moves for games in Australia. Softlines partners include Dreamtex for bedding in the UK and Australia and Designworks Clothing Co. for apparel at Big W stores. Additional apparel ranges are in discussions and will be revealed in the coming months. Several Hey Duggee licensees will launch product this holiday season, including Jay Franco for bedding, bath goods, beach products, storage products, and slumber bags, and Children’s Apparel Network for swimwear and outerwear.
SUNRIGHTS Sunrights Inc. continues to feed the global Beyblade Burst frenzy. Hasbro has rolled out several new toys, including two different Beyblade Burst Evolution Dual Packs and a Beyblade Burst Mega Micros Beystadium. Each of the Dual Packs—Tyros T2 & Doomscizor D2 and Orpheus & Unicrest U2—gives players the chance to create face-offs with Beyblade Burst tops that can “burst” into pieces. The components in each Dual Pack are also interchangeable with most Beyblade Burst tops. Additionally, players can scan the code on their Beyblade Burst tops’ Energy Layers to unlock them and mix and match with other components in the Beyblade Burst app. The Beyblade Mega Micros Beystadium features an expanded surface area worthy of Beyblade Micros battles and is designed to be used with Beyblade Micros tops (sold separately). Sunrights Inc. has also signed a licensing deal with Epic Story Interactive to develop a Beyblade Burst mobile game slated to debut in the fall with an initial rollout in North America, South America, Europe, Australia, and New Zealand. With an international rollout that began in March in Australia and New Zealand, now more than 35,000 participating Subway restaurants are featuring a Beyblade Burst launcher and two Beys from Hasbro in Fresh Fit for Kids meals. Subway’s Beyblade Burst promotion includes restaurants in the U.S., Canada, Aruba, Australia, Austria, Bahamas, France, Germany, Iceland, Ireland, Liechtenstein, Luxemburg, New Zealand, Sweden, Switzerland, and the UK. Finally, Sunrights Inc. and Hasbro furthered the brand’s spirit of competition by unveiling details for the 2018 Beyblade World Championship, to be held on November 3 at Kidexpo in Paris, France. At this event, the winners of Beyblade Burst National Championships in multiple countries will face off, with one victor ultimately claiming glory and being crowned the Beyblade Burst World Champion.
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ENTERTAINMENT ONE
Peppa Pig
Entertainment One (eOne) will showcase its preschool properties Peppa Pig, PJ Masks, and Ben & Holly’s Little Kingdom. The brands feature strong retail sales across a range of categories in the U.S., with multi-year contract renewals and new consumer packaged goods (CPG) partners. Peppa Pig airs daily on Nick Jr. and generates more than $1.2 billion in global product sales from its more than 1,000 licensees in 60 countries, including more than 80 partners in the U.S. The Muddy Puddles Project, eOne’s charity of choice for Peppa Pig in the U.S., continues to support pediatric cancer research. Last year, eOne helped raise more than $100,000 across two of the charity’s annual events: Mess Fest and Indoor Mess Fest. Through a new global partnership with Merlin Entertainments, Peppa Pig Land in-park attractions launched at Heide Park in Germany and Gardaland in Italy. In addition, Merlin will create a Peppa Pig indoor play experience in the U.S. and China. Next year marks Peppa Pig’s 15th anniversary in the UK and Australia, and eOne will hold events to celebrate the property, supported by 117 new episodes premiering on-air from spring 2019 through winter 2022. The second season of PJ Masks aired on Disney Channel’s Disney Junior block in January in the U.S., and the animated series airs in more than 85 countries. The brand launched a full product line last year, and currently has more than 150 global broadcasters and more than 450 licensees globally, with more than 75 partners in the U.S. Just Play’s global master toy line helped PJ Masks become the No. 1 growth property for preschool toys in the U.S. last year. This year, PJ Masks ranks as the fastest growing preschool toys property and the second largest property in preschool toys in the U.S. Master publishing partner Simon & Schuster shipped more than 1 million PJ Masks books in the first year of publication, and the property has more than 36 million app downloads worldwide. The official charity partner for PJ Masks is Candlelighters NYC, which assists families of children with cancer through all stages of their disease and discovery through recovery. PJ Masks partnered with the charity for its 13th annual Hero Celebration event at The Loeb Boathouse in Central Park in April. Peppa Pig and PJ Masks both have live stage show tours in the U.S. and Canada. The latest Peppa Pig stage show, Peppa Pig’s Surprise!, launched last year and runs through May. Peppa Pig Live sold more than 500,000 tickets in the U.S., and grossed more than $20 million at the box office in North America to date. The new PJ Masks Live: Time to Be a Hero show is currently on tour in the U.S. The first live tour debuted last fall, playing in 64 cities with 88 performances. The Time to Be a Hero tour sold more than 150,000 tickets. A second leg launched in April, playing an additional 48 markets and 56 performances. The show is expected to sell more than 100,000 additional tickets. A national Australian live tour is set to launch in September, and a new themed attraction will open at Leolandia theme park in Italy next year. eOne’s licensing, retail, marketing, and product development teams have expanded over the past year to manage and further support the growing properties in the U.S. PJ Masks
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SESAME WORKSHOP Sesame Workshop and its core brand Sesame Street will focus on the consumer experience through renewals with SeaWorld and Beaches. This year, a second show will tour with Feld Entertainment, and Sesame Place will debut its newest coaster, Oscar’s Wacky Taxi. An inspirational new book will launch for adults: The Joy of Cookies: Cookie Monster’s Guide to Life. Sesame Street is collaborating with lifestyle companies to create distinctive products that resonate across generations. New products include graphic T-shirts, handbags, canvas prints, home décor, and skateboards, which will feature playful textures, whimsical shapes, and googly eyes in new collections from Bioworld, Mad Engine, Zara, PUMA, H&M, Globe, Lauren Moshi, Drake General Store, and Land of Nod (Crate and Barrel Kids). Sesame Workshop’s newest series, Esme & Roy, will debut on HBO this year.
STX ENTERTAINMENT
SYNCHRONICITY
STX Entertainment will release the Uglydolls animated feature film next May, followed by a new animated TV series in 2020. The first wave of licensees for the Uglydolls feature film includes partners in all key categories. Licensees include Hasbro as the global master toy partner; Accessory Innovations for backpacks and bags; Berkshire for cold weather gear, hats, scarves, and coats; GBG/AME for adult and kids’ sleepwear; Hybrid for adult, teen, and kids’ apparel; Innovative Designs for art kits and journals; Jay Franco for home and bedding; Pan-Oceanic Eye Wear for sunglasses and swim goggles; Party City for paper party products and balloons; PEZ Candy for candy dispensers; Rubie’s Costume Co. for Halloween costumes; Sakar for consumer electronics, speakers, headphones, and clocks; SmileMakers for stickers; Titan Publishing for art books; and York for wall coverings. Uglydolls is a specialty brand of plush and other trenddriven products since 2001.
Jay@Play’s plush brand, FlipaZoo, moved into licensing and appointed global agent Synchronicity last year to represent the intellectual property. FlipaZoo signed new licensees and international agents that will debut products featuring the property’s signature flip in the coming months. Licensees include Basic Fun!/Goodstuff for amusement park plush; Taste Beauty for health and beauty aids; Global One Accessories for bags and accessories, headwear, and cold weather accessories; Ethical Products for pet products; Jay Franco for bedding and home décor; and Mad Dog Concepts for pajamas and slippers. Additionally, HuntAR will launch a FlipaZoo augmented reality app that lets kids scan branded product hangtags and packaging to bring their favorite FlipaZoo character to life on their mobile devices. To round out the program, Synchronicity seeks partners for apparel, publishing, back-to-school, arts and crafts, costumes, party supplies, novelty candy, and fast-moving consumer goods (FMCG) promotion licensees in the U.S. and worldwide. Synchronicity will also build the licensing programs for several other Jay@Play brands at Licensing Expo, namely Flip Zee Girls and new toy-based properties Crunchimals and Wish Me, which will launch at national retailFlipaZoo ers later this year.
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TALKIN’ TOYS
CLASSIC BRANDS LEAD THE WAY
The Toy Book Chats with Richard Dickson, President and COO, Mattel What are Mattel’s goals and priorities at Licensing Expo? [Licensing] Expo is an incredible opportunity for us to showcase our brands and demonstrate the tremendous potential they represent for our partners. This year, our summit will focus on the momentum we’re seeing from category leaders such as Barbie and Hot Wheels, and preview what’s to come in 2019. I am and have been deeply engaged in this effort, working to unlock what I see as limitless potential in our IP—not only for Mattel, but our partners as well. How has Mattel reinvigorated its heritage brands, such as Barbie, Hot Wheels, and Thomas & Friends? How are you keeping these brands relevant for today’s consumers? Mattel brands have legacies in the marketplace like no others—Hot Wheels is celebrating its 50th anniversary this year and Barbie’s 60th is in 2019. We look forward to working with partners that have the expertise, items, and programs to take the power of these already remarkable, evergreen brands to even greater heights—partners that can bring to life the very special emotional connections consumers have with our brands. There is a lot of potential in the Thomas brand, and to take advantage of this we will expand the franchise in lots of new ways. For example, we launched infant programs in the UK and Japan, and will bring that program to the U.S. shortly. And we have exciting new
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content coming this fall, via a new partnership with Nick Jr., that features a more genderbalanced Steam Team comprised of three girls and three boys who will join Thomas. Girls are a big opportunity for this brand, especially in apparel and accessories, and we’re eager to pursue opportunities in that space. Barbie inspires the limitless potential in every girl. A truly timeless and now even more highly relevant promise to girls everywhere. Barbie’s dramatic and most recent evolution, which began with the introduction of new body types, continues. And now, Barbie is the most diverse doll line in the marketplace, which has influenced asset creation in a variety of constructive ways from imagery that reflects the real world girls see around them every day to even more empowering messaging. I could go on and on about what’s coming for this brand—we have some very big plans for Barbie’s 60th. What are you doing in Hot Wheels 50th year to reach a broader audience? This year, Hot Wheels 50th will be an epic celebration—packed with incredible product, new content, and live experiences. Consumer products will feature a broad range of partners from apparel to sporting goods and car care. We also have an exciting lineup of new partners this year, including MOMO and Pirelli. In addition, we’re developing programs targeting both boys and adults with
exclusive programs and partnerships at several retailers, such as Hot Wheels Legends Tour, in partnership with Walmart. It’s the largest Hot Wheels traveling car show in the U.S., dedicated to finding custom cars worthy of being a Hot Wheels die-cast car. And that’s just a glimpse at what’s coming. The power of Hot Wheels and the love for this brand is just remarkable. And at 50, we know Hot Wheels is just getting started. What is Mattel’s main focus for the year ahead? Are there any new projects in the pipeline? On the heels of another dynamic year in the toy industry, Mattel’s portfolio of evergreen brands—such as Barbie, Hot Wheels, Fisher-Price, and Thomas—continue to evolve to remain relevant and beloved. Our brands effectively create their own buzz through fresh and resonant stories; steady, strategic retail programing; live events; social engagement; content creation; and, of course, consumer products. In general, we are looking to leverage our broad, global brand equity in traditional licensing categories, as well as unexpected brand-right categories. Some recent examples include fast fashion, hard lines, and publishing. In developing new partnerships, we think about what’s most strategic for our brands and compelling to our consumers. Right now, we’re partnering in apparel with companies such as Illest for Hot Wheels, and in beauty with Sephora for Barbie. »
Barbie Global Sheroes line
GETTING PERSONAL WITH SUBWAY SURFERS SYBO Launches Licensing Program for Its Mobile Gaming Brand by KELLY CORBETT, editorial assistant IN SUBWAY SURFERS, PLAYERS HAVE TO think and act quickly to succeed. Much like its viral endless running game, SYBO is making its own zippy and strategic moves in the licensing business—and it’s safe to say that it’s not game over for this Copenhagen-based company anytime soon. Subway Surfers started as an animated short film on YouTube eight years ago by the company’s founders, Bodie Jahn-Mulliner and Sylvester Rishøj. The Subway Surfers game, created in 2012 by SYBO, surfed to success as the most downloaded game of 2017. This March, it collected another gold coin as the only game to ever reach 1 billion downloads in the Google Play Store. While the Denmark dynasty continued to create its newest mobile gaming experience, Blades of Brim, it also continued to cultivate the Subway Surfers brand. Licensing legend Naz Amarchi-Cuevas, whose previous work includes Rovio’s Angry Birds, was brought in to help champion the team’s licensing efforts. This cutting-edge crew wanted its brand to reflect the game’s signature street style and not just attach a branded logo to traditional merchandise. SYBO wanted as much as possible of its on-screen world to become tangible off-screen. “Our fans want rich content, cool consumer products, and ways to extend the experience that feel organic,” says Amarchi-Cuevas. “We are committed to adhering to these values and providing awesome content, on-trend products, and delivering them in a manner fans desire.” Behold: Subway Surfers’ edgy soul and style is now skating into the real, un-pixelated world.
breakdancer and brainie of the crew; as well as a few others. Each character has very distinct traits, yet fans weren’t previously able to experience the crew’s charisma and spunky nature aside from choosing the character. To help fans get better acquainted with these characters, SYBO released a Subway Surfers animated series on YouTube last month. This brings the property full circle. “[Fans] get a chance to know the characters they’ve seen within the game, to delve into the world in which they live, and to hear the characters speak for the first time,” says Amarchi-Cuevas. The series is scripted by Brent Friedman, whose past work includes Star Wars Rebels, and Star Wars: The Clone Wars, and produced by Daytime Emmy award-winning producer Sander Schwartz, whose work includes The Batman, Justice League, What’s New Scooby Doo?, and Teen Titans. Ten four-minute episodes are a part of this first installment, with
SUBWAY SURFERS ANIMATED SERIES When playing Subway Surfers, players can choose to run as different characters. There’s Jake, the charming and confident leader of the surf squad; Tricky, the female
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a new episode airing every two weeks. Each short focuses on a personal problem for one of the characters. “The point of each episode is this: There are always consequences to our heroes’ choices,” says Amarchi-Cuevas. In one episode, fans watch Jake get grounded for lying to cover for a friend’s mistake. In another episode, Tricky “loses” a family heirloom to send a message to her mother, and Fresh accidentally creates a controversial rap remix. SYBO is in talks about creating a long-form series as well, she says. SUBWAY STYLE What makes Subway Surfers different from other virtual gaming worlds is its distinct style and radical skateboarding crew. It’s rebellious—in fact, during the whole duration of the game, players are being chased by an angry, villainous security guard. The property also spotlights a sport not often depicted in gam-
ing—skateboarding—which is gaining more and more traction in modern culture as the sport makes its Olympics debut in 2020. The brand’s first merchandise line, SUBSURF, is expected to launch next year, allowing fans of the game to don the funky flare of the Subway Surfers environment. Think: graffiti skater-esque edgy apparel, accessories, and wearable street art. SYBO will also coordinate more street art opportunities. The company had started its mural project in February for Valentine’s Day, when it commissioned Beautify Earth to design and create a mural at Rue Henri Noguères - Paris 19, reading “Liberte, Egalite, Amour.” This mural not only provided tourists with some Instagram fodder, but echoed the street-style art vibe of the Subway Surfers brand. It is evident that SYBO is striving to shake off the stigma that street art is vandalism, and instead show how it can beautify a community. For these gaming gods, staying genuine to the brand is how to win the game. “Whether it’s the mobile game, the new animated series, or the overall brand itself, Subway Surfers resonates as the original street art brand, and our goal is to democratize street culture,” says Amarchi-Cuevas. She explains that SYBO is specific with partners, looking only for those that encompass the key elements of Subway Surfers: street smarts, edgy youth culture, skate music, and dance. “This style of art—whether it be graffiti, stencils, prints and murals, large-scale paint-
ings and projects of artistic collaboration, among others—is very much part of the brand and represented in all aspects,” says Amarchi-Cuevas. » Kelly Corbett is an editorial assistant at Adventure Publishing Group, where she contributes to leading trade magazines The Toy Book and The Licensing Book. In addition to handling toy and licensing news and updates, she writes toy reviews and commentaries for the Toy Insider.
SUBSURF, a line of apparel and accessories, is set to launch in 2019.
This mural dedication to Paris is among the first initiatives by SYBO to bring in-game content into the real world.
In the Subway Surfers shorts, we meet four best friends as they navigate the exuberant joys and ironically epic dilemmas of life as tweens. Together, these friends explore their magical city on skateboards and discover an amazing mystery that will introduce technology and change their lives forever.
toybook.com | MAY//JUNE 2018 | THE TOY BOOK 101
AUGMENTED REALITY: AN OPPORTUNITY FOR TRADITIONAL TOYS Augmented Reality Introduces a New Style of Play
by MATTHEW HUDAK, senior analyst, Euromonitor International AS TRADITIONAL TOY MANUFACTURERS continue to look for ways to add technological features to their products, augmented reality (AR) might offer one of the best paths to creating a truly innovative new style of play. AR has the ability to create a more interactive play experience, which has seen higher demand in recent years, as children become more used to smart products and having technology integrated into their everyday lives. This is one reason why robotic and other smart toy products saw strong growth. AR holds the potential to build further on this increased demand for interactive play, especially once AR headsets, such as Microsoft’s HoloLens, finally reach the consumer market. THE FALL OF THE TOYS-TO-LIFE CATEGORY YIELDS POTENTIAL FOR AR TOYS The toys-to-life category quickly rose to more than $1 billion in sales globally, according to Euromonitor International, after the introduction of Skylanders in 2011 and subsequent launches of similar products from
Disney Interactive and LEGO. While toys-tolife products are now fading from the market, the initial growth of the category shows the potential for new AR toy experiences. The feature that first propelled toys-to-life sales— the combination of digital and physical play—is still very much of interest to children, seen by the growth of interactive toys, which has picked up much of the sales slack from the fall of toys-to-life. Interactive toys are robotic toy products that are capable of sensing and reacting to users, such as Anki’s Cozmo, Wonder Workshop’s Dash Robot, and numerous WowWee products. These toys can fit multiple play styles, have companion educational apps to teach programming, and provide a playmate for children in households that increasingly only have one child in them. In this same capacity, AR headsets and toys could become very popular, offering the same level of interactivity with the potential to be even more immersive and offer more consistent new experiences. With AR toys, manufacturers will be able to put forward new programs after
the child already purchased their products to drive product usage and possibly create a new revenue stream, similar to how many video games release new content in the form of microtransactions and downloadable content. THE AR HEADSET IMPACT ON THE TRADITIONAL TOY MARKET While there were AR introductions from large companies, such as LEGO and Hasbro, and smaller crowdfunded projects, such as SwapBots, the overall AR market is still small and centers on simple smartphone-based AR. However, the true potential for the AR toy market is likely tied to the eventual introduction of dedicated AR headsets, such as the Microsoft HoloLens. AR headsets could be transformative in a way that previous products, like Google Glass, only hoped to achieve. Besides being able to function as a heads-up display for consumers, AR headsets can also become the primary screen, replacing the use of TVs and possibly reaching the level of ubiquity of smartphones in some markets. However, this process will take quite a bit of time; even simple virtual reality (VR) headset products are still relatively niche, and manufacturers are still developing ways to make VR headsets affordable and convenient enough for consumers to use them more regularly. The AR headset market has even further to go before the technology needed to allow for complex processing, motion tracking, comfortable battery life, and many other internal components are advanced enough and affordable enough to make an effective consumer product, likely putting heavy consumer adoption of AR headsets beyond 2021. » Matthew Hudak is a toys and games analyst for Euromonitor International. In his role, he researches and writes on the global market for toys and video games, and drives analysis on the ever-evolving ways children and adults play.
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THE EVOLUTION OF WOMEN IN GAMING WIT Preps for Gen Con with New Panel Presentation by DEBBIE DUNN, managing director, The Brand Guild GAMING IN ALL FORMS IS AT THE epicenter of pop culture today, and it opened up new worlds to creators, developers, and enthusiasts alike. With the number of female gamers on the rise and involved on both sides of the table, coupled with the shift in culture that helped kick-start positive growth, what exactly does this mean for the industry? For the first time ever, WIT (Women in Toys, Licensing & Entertainment) will host a panel at Gen Con on The Evolution of Women in Gaming. Known as “the best four days in gaming,” Gen Con is said to be the largest board game convention in America, and the longest running in the world. With more than 500 exhibitors and more than 60,000 fans, it is a mecca for major publishers and independent designers to showcase their games and connect with fans. The Evolution of Women in Gaming will be a fascinating exploration into the impact women currently have on the industry and what it means for the future. Moderators Jessica Aceti and Deirdre Cross of Forrest-Pruzan Creative will welcome industry leaders and visionaries, including Tanya Thompson of Hasbro, Mary Couzin of Chicago Toy and Game Group, and Anna Van Slee of Sideshow Collectibles. Aceti and Cross collectively have more than 20 years experience in the board game business. From designing, inventing, and playtesting board games, they were intimately involved in the creation of more than 500 games and worked with dozens of top game publishers. As WIT preps for Gen Con, Aceti and Cross shared some of their thoughts and insights. Why is it important to include women in the product development process? Diversity is crucial to the product development process. We believe in a true collab-
orative approach. It enhances everything that leaves our studio. Everyone is coded with their own life experiences. Having multiple perspectives makes good ideas great. Can you each tell us a bit about your personal perspective on gaming? Cross: I’ve been in the game business for 11 years, and in that time I’ve also become the mother of two boys. Through that experience, my perspective on gaming has shifted quite a bit. When I entered the business, I was playing a lot of social party and deep strategy games. Now I’m more likely to play a light strategy game with my 8 year old, or a PJ Masks preschool game with the 4 year old, so my focus is on the joy that a game brings them and how we can connect as a family. As a VP of product development, I am looking more at what “Mom” wants in a game and what that moment means for her, and using my own experience as a touch point. Aceti: Gaming is a huge part of my life. My personal philosophy is to introduce as many people as possible to games. I know it may sound cheesy, but I really think it’s the best way to bring people together and to learn more about one another. This world is all about human connection and I’m hard pressed to think of anything that connects people more than games. How will female representation in the game industry affect the future of tabletop games? We see a bright future ahead. There are more women at the executive level. This is exciting because of the trickle-down effect this can have throughout all divisions of a company. Additionally, on the consumer side of things, when a woman’s name is credited on the front of the box, it inspires future generations of female gamemakers to get involved and support one another even more. »
More about our moderators: Jessica Aceti (left) has more than 20 years experience in the entertainment and gaming industry. An alumni of Screenlife and Cranium, Aceti joined Forrest-Pruzan Creative (FPC) in 2015. Prior to FPC, she co-created and published more than 50 app games. Aceti is currently FPC’s vice president of licensing and business development. Deirdre Cross (right) began at FPC in 2007 overseeing the company’s groundbreaking playtesting program. She was instrumental in the invention and development of more than 350 games during her 11 years in the toy and games business, working with dozens of different game publishers. Cross is currently FPC’s vice president of product development.
Debbie Dunn is a member of the WIT Communications Committee and a 20-year veteran of the licensing and merchandising industry. She is managing director of The Brand Guild, a boutique agency specializing in business development of emerging trends, licensing, marketing, communications, and digital engagement for the consumer products industry.
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MARKETING MEMO
USING CONTENT TO WIN THE DIGITAL SHELF Danny Silverman of Clavis Insight explains how toy companies can thrive in the digital channel.
Xylophone
by DANNY SILVERMAN, CMO, Clavis Insight AFTER 70 YEARS IN BUSINESS, TOYS “R” Us began prepping for liquidation in March. It won’t be long before those stores are empty and one of America’s most important toy retailers makes its final sale. The growth of e-commerce can take credit for the bankruptcy. While Toys “R” Us racked up debt and in-store traffic dwindled, online toy sales grew rapidly. But even in its final months, Toys “R” Us remained one of the biggest toy retailers in the country, so its closure is sending shockwaves through the industry. These shockwaves will take the form of shoppers moving to other retailers. The ongoing shift in consumer behavior from in-store to online shopping will only ramp up as Toys “R” Us stores, which were responsible for 15 percent of all U.S. toy sales, shut their doors. This will also affect sales that are already online. Last year, Toys “R” Us was the third largest online retailer of toys in the U.S., and all those sales have to go somewhere. It’s a critical time for toy brands. This shockwave of traffic that will soon hit other retailers—including Amazon, Walmart, and Target (the No. 1, No. 2, and No. 4 online toy sellers, respectively),—poses a major opportunity for brands to capture market share and generate long-term sales lift. To capitalize on this opportunity, brands need to optimize their content across retailers in order to improve their search ranking, deliver a more engaging shopping experience, and drive conversion. GET NOTICED The first goal of great content is to get noticed. When consumers shop online, they
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An Example of Bad Content: “100 percent brand new and high quality.
nearly always begin at the search bar and almost never read past the first page of results, so it’s vital for brands to appear among the top 20 results for the terms that their target audience is using. There are several factors that influence search rank, but product content is one of the easiest for toy manufacturers to control, and is also one of the most frequently overlooked opportunities.
"Don't underestimate the power of product content to improve search performance." Don’t underestimate the power of product content to improve search performance. Toy brands can boost their rank with a minimum of investment by simply optimizing product names. For example, two of the top five performing toy brands have serious problems with consistency in titles. Several titles are missing the brand name entirely, which is an easy fix that can have a major effect on search rank. Brands don’t need to be shy about ensuring specific features and variations are included in product names. Keywords have a major impact and brands can benefit from including the most important ones in their titles. (continued on page 112)
Xylophone toy sounds very melodious when you knock it. Each piece of metal knock voice is different. Can inspire children’s talent for music. Bright colors increase the kids sensitive to colors. Easy to learn, help develop your kid’s musical talents and wisdom. Suitable for 6 months to 7 years old baby/kids. Recommended Age: 6 months - 7 years”
Why It Doesn’t Work: No brand name: Brand names drive search performance, convey brand integrity, and inspire consumer trust in the product.
One-word title: Products with descriptive titles rank higher in searches and are associated more with search terms.
Too brief: Detailed content drives sales. Shoppers want to know what the product is made of, what its measurements are, what is included, etc.
Poorly written: Descriptions written in conversational, narrative tone are more engaging and inspire better brand sentiment.
Only one photo: Adding multiple photos demonstrates the scale of the product and helps shoppers envision what it looks and feels like off the shelf.
OF COUNSEL
TRADEMARK BULLYING:
DO LITTLE GUYS STAND A CHANCE? by ANTHONY VERNA, managing partner, Verna Law RECENTLY, I COUNSELED AN INDIE FOOD company that was dealing with the possibility of having its company trademark registration cancelled. The plaintiff in the cancellation proceeding was a multinational food conglomerate. Understandably, the indie company was particularly concerned about how the size and financial resources of the plaintiff could help them win the case. She asked wearily, “Do little guys ever win?” Surprisingly, the answer is yes. Although it appears as if smaller businesses can be bullied when it comes to trademarks, there are definitely ways to triumph and emerge unscathed from such matters with good legal counsel and research. TRADEMARK APPLICATION VETTING Understanding how your trademark plays out in a specific industry—such as youth entertainment or home furnishings—is critical. Note that throughout the trademark application process, there are two points at which a third party can challenge the application or registration: • After a trademark application is reviewed by the U.S. Patent and Trademark Office and given tentative approval, it is published in the Official Gazette and third parties have a 30-day window. • Any time after registration. This is why legal counsel will conduct an extensive trademark search, which can unveil a number of challenges in addition to opportunities for brand identification. The reasons for opposing a trademark application or petitioning to cancel a trademark registration vary, but there are three main reasons: • Likelihood of confusion between the parties’ marks. For example, a doll called “Barby” is a conflict with the well-known “Barbie” doll. • The defendants’ marks dilute the value of the plaintiff’s marks and tarnish the reputation of the plaintiff’s
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marks. For example, any mark with the name “Mario” could result in opposition from Nintendo. • The defendant abandoned the trademark. While trademark oppositions and cancellations do not come with monetary damages, the threat of cancelling a registered trademark or an application that has been a year or two in processing, along with the costs of discovery, can result in a “mini lawsuit” of sorts. SEARCH RESULTS AND OPINION LETTER Once an in-depth trademark search is completed, legal counsel will review the results and draft an “opinion letter” identifying the positives and negatives of the proposed trademark. Remember: Trademark law is about using the mark in commerce on goods or to advertise services, so the goal of the search is to find trademarks already in use in the U.S. Trademark searches should cover: • U.S. Patent and Trademark Office (USPTO) registrations and applications • State corporate filings • Domain name registrations • Common-law use A trademark search reveals possible plaintiffs. Some of these may be bullies, but others have legitimate reasons for potentially challenging a trademark. Does the trademark cause a likelihood of confusion with other trademarks that are already registered or in use? For example, LEGO may have a problem with a company using LEGO as an acronym for a product name. Or, LEGO may have a problem with a trademark such as “PLAYGO,” which has a similar sound to “LEGO.” Potential plaintiffs are those whose marks are either registered before another’s trademark or in use before
another trademark. Many businesses find themselves as defendants in either trademark oppositions in the Trademark Trial and Appeal Board or in trademark infringement lawsuits in federal district court because of the lack of a trademark search. Finding these potential plaintiffs helps to judge the risk of being a defendant in a trademark dispute. WILL IT STAND OUT? Is it worth a legal dispute or is it more economical to find a new trademark? A trademark search reveals how strong a trademark choice is. For example, if there are 50 other similar trademarks for a board game in economically related goods/services, then the trademark that is chosen is particularly weak, especially if the trademark itself is related to the goods/services the mark will represent. If a search shows that a trademark is similar to others in the same industry sector, then it may be better to find a new mark. Fanciful trademarks are stronger and will probably thrive in a less-crowded field, making them easier to police and enforce. For smaller companies, this can help them stand out. Every business has competitors. One of the better methods of finding the best goods/services description for a trademark application is to review all the goods/services descriptions of competitors in order to discover the broadness or narrowness of a trademark application.
COMPLIANCE & REGULATIONS
SUPPORTING FEMALES IN THE TOY SUPPLY CHAIN Closing the Gender Gap in India
by BELLA MA, communications assistant, ICTI Ethical Toy Program WOMEN FACE REDUCED ECONOMIC empowerment across all industries in all countries. The latest figures reveal that although women make up 39 percent of the global labor force*, they only hold 24 percent of senior positions**. Women are also paid 23 percent less than men for work of equal value***. If current trends continue, it will take 70 years to fix this. A recent study by the International Labor Organization**** found that in general, women who face restricted work opportunities are more likely to fall victim to involuntary, unpaid work, and receive inadequate social benefits. More than 60 percent of factory workers in the toy industry are women. It is critical to understand the barriers that prevent women from achieving their full potential in order to advance their health, rights, and well-being in the global toy supply chain. SPOTLIGHT ON INDIAN TOY SUPPLIERS The ICTI Ethical Toy Program is working with Business for Social Responsibility (BSR) to deliver a project that will focus on women’s empowerment at toy factories in India, which is becoming an emerging center for toy manufacturing. The program first conducted a needs assessment at Indian toy factories to understand more about the challenges that women face in the workplace. Initial findings show that stereotypes for stay-at-home moms and wives make it difficult for female toy workers in India to move into supervisory positions. These societal
views suggest that women cannot take on senior positions traditionally seen as male roles, including managerial level positions or becoming the “breadwinner” of the family. Underutilizing women’s talents not only has an adverse effect on these toy workers’ well-being, but also prevents factories from maximizing the value of their workforce. The needs assessment also showed that female factory workers in India often put their family before themselves, with family responsibilities potentially hindering career progress. The next stage of the ICTI Ethical Toy Program is to offer in-factory support to address issues identified, including women’s health rights, protection against harassment, and equal pay. CLOSING THE GENDER GAP The ICTI Ethical Toy Program guidelines promote gender equality. Certified factories must communicate and implement legal and fair policies on recruitment, wages, health rights, discrimination, and harassment. Sexual harassment is a zero-tolerance issue in this program. Certified factories should observe and respect workers’ rights of association. One way to do this is to encourage a workforce to form a women’s committee to help management understand and address the concerns of female toy workers. Factory workers are often preoccupied with worries about their families. When they feel assured that their children are cared for,
they are able to perform better at work. Our Family-Friendly Spaces (FFS) pilot program creates a safe space at toy factories where workers’ kids are looked after while their parents work, allowing parents to reunite with their children during the summer holidays. So far, the program has benefited more than 500 workers and 500 kids, increasing worker well-being and providing support to female workers with left-behind children. The ICTI Ethical Toy Program will continue to develop and implement its code of conduct. It will press for gender equality and women’s empowerment within toy factories in the global supply chain by seeking opportunities for collaboration through initiatives. Visit ethicaltoyprogram.org to find out how your company can support work in advancing the rights of women in the global toy supply chain. » * data.worldbank.org/indicator/SL.TLF.TOTL.FE.ZS ** grantthornton.global/globalassets/wib_turning_promise_into_practice.pdf *** 23percentrobbery.com **** ilo.org/wcmsp5/groups/public/---dgreports/---inst/ documents/publication/wcms_557245.pdf
Bella Ma has been working at the ICTI Ethical Toy Program (formerly ICTI CARE) for two years and is based in the Hong Kong office. Ma works with toy factories, brands, retailers, and associations to help them improve the lives of workers and drive standards in their supply chains.
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KNOW THE INGREDIENTS OF A GOOD TOY When you’re in the throes of the design process, every toy is different, but there are a few rules that always seem to apply, regardless of the project. Here are a few of the most common ingredients found in a successful toy: üüFun to use üüInteresting to the child üüSafe and durable üüStimulates creativity and imagination üüEncourages inquisitiveness and resourcefulness üüA tool for learning üüChallenging, but not frustrating üüInvites repeated use and longevity üüInvolves child interaction üüAddresses developing needs and nostalgia üüCost effective (continued from page 80) In simple terms, take baby steps. Start with your idea, then modify and experiment, trying again and again until it works, while always keeping an open mind to new solutions. SURROUND YOURSELF WITH THE RIGHT INSPIRATION When designing toys, it’s important to surround yourself with “kidlike” things, such as toys, playgrounds, toy stores, and even kids. My own kids are 6 and 4 years old (a boy and a girl respectively), and I spend a lot of my time just playing with them and the other kids in my family. Play with kids, listen to them, and talk with them. In some ways, become one of them. You have the rest of your day to behave and act like an adult. Not only does thinking like a kid help you invent like a kid, but it also opens your mind to a whole new world of possibilities. When romping around in the sandbox, try inventing new ways to play with toys and games. Think differently, and don’t be afraid to role-play and experiment with all kinds of toys and gadgets. Even if you don’t have kids, toys are tools for better understanding. So go ahead and play; you will feel younger, and most importantly, it will leave you with a big smile on your face! At the end of the day, the trick to becoming a successful toy inventor is to never give up, and to never stop expanding your skills and avenues for creativity. Humility and patience are also essential, so be ready to put in a fair amount of work before you start to see a payoff. It’s all about the experience: creating cool new things that people want, and that make both you and the consumer happy. Remember the saying from Gladiator, “What you do in life echoes in eternity." What you create also echoes in eternity, so keep those pencils burning and twirling and stay a kid as long as you can! »
Peter Wachtel is the chief creative kid at Kidtoyology. An award-winning creative designer, inventor, teacher, and writer, he has designed and developedv more than 500 toys and products. Learn more about Wachtel at www.coroflot.com/kidtoyology.
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(continued from page 81) New York, people kept coming back to price. “We calculated that in order to sell enough units, TV would be necessary,” says Chen. “That meant we’d need all major U.S. retail support plus international to be profitable. We’ve honed our package to be as value conscious as possible, but we constantly look for people who see beyond the price and love the product. The sales team’s job is to convince buyers to take the risk. “ As of now, smART sketcher is in 12 international markets. Chen’s goal is to be in 50 markets by next year. BE PREPARED TO WORK 24/7 “Creating a product is like having a baby. You can’t take your eyes off of it. First, because you love it. And second, because it needs your constant attention,” laughs Chen. “My typical day goes like this: I wake up at 6 a.m., help get my two kids dressed and fed, then drive them to school. I get to the office at 8:15 a.m. and work until 6 or 6:30 p.m. I come home for dinner, help shower the kids and read to them every night. They go to bed by 8 p.m., and then I’m back at work by 9 p.m. until about 1 a.m. Usually my important calls with the U.S. are during those evening hours.” EXPECT THE UNEXPECTED “We never thought Toys “R” Us would go into liquidation as fast as it did. TRU would have been a perfect place for smART sketcher,” says Chen. We were with them online after Toy Fair, and they gave us an amazing planogram for 2018. They would have been one of our biggest customers this year. We were even creating an exclusive of our next product for them. We’re so sorry that’s not happening. But as a small business, I’m glad everything went down quickly, and not 6 months later after we shipped. DON’T REST ON YOUR LAURELS. “We knew we were successful when the buyers from Barnes & Noble congratulated us after our first Toy Fair showing,” says Chen. “Being nominated for TOTY’s Rookie Toy of the Year was another incredible affirmation. But success really comes from consumers. When we see kids totally engaged with a smART sketcher for hours, we feel like we created a great product. Now we need to get it into the hands of lots of kids! Specialty stores connect with their consumers in ways that mass and online retailers can’t. Being at ASTRA, we’re hoping to find those stores that can champion smART sketcher to the next level.” BUILD A BRAND. NOT A TREND. “To create a product that survives, you need to always be thinking ahead,” says Chen. “Our next product will be coming out in Q4, and we’re already working on another new idea. All of them will be connected by our use of smART technology. Being in the tech business, I’ve always been on the cutting edge of what’s new. But bringing that innovation to toys is a lot more fun.” »
Wendy Smolen has spent 25 years playing in the toy industry. She cofounded Sandbox Summit, an idea forum focused on the intersection of play, learning, and technology. Currently, she works with companies and organizations to create playful solutions that engage kids and families in innovative and impactful ways.
OUTSIDE THE BOX
DELIVERING RICHER CUSTOMER EXPERIENCES OR STILL MISSING A GOLDEN OPPORTUNITY? by TED MININNI, president and creative director, Design Force IT’S OBVIOUS THAT TOY MARKETERS are taking more time to develop meaningful content around their brands to create deeper relationships with kids, and they’re using many platforms to do it. They also get it: Content delivered in many forms enables kids to interact at times of their choosing. Richer experiences are absolutely necessary in a kids’ market saturated with toy brands that divert their attention due to an endless number of choices. Children will only remain engaged by a toy that offers a deeper meaning—a compelling story to which they can add from their own imaginations. They’re also more likely to return to that brand following diversions because of what it stands for in their minds. A strong relationship is already in place. But it seems to me that many brand owners aren’t taking advantage of a golden opportunity by leveraging the full potential of packaging to enrich kids’ experiences with the brand. The visual pleasure packaging can afford kids, the tactility of it, the opportunity to engage all of their senses, including an invitation to interact with the toy within, are all irresistible to children. Package design that entices is one thing, but packaging that extends the brand’s assets while delighting kids with everything that they enjoy about the property is the ultimate goal. BREAKING OUT OF THE MOLD There are some tantalizing examples of toy packaging that deliver powerful brand experiences. They do it by breaking the mold of the expected within their categories. Interestingly, there are exciting examples among this year’s TOTY (Toy of the Year) Award finalists. Not only do these toys present unique new stories, but they’ve elevated their package design to deliver delightful experiences for kids. Why package toys in a conventional
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manner when doing the unexpected can do so much to enrich brand experience? Mattel’s Mega Bloks Elephant Parade 25-piece building set by Mega Brands offers infants and toddlers a colorful toy with which they can play in different ways. First, it’s a pull toy on a rolling wheelbase, filled with colorful construction pieces that encourage kids to build a hippo, a monkey, a toucan, and a giraffe by matching each animal to the right color. Kids can then connect the menagerie to the back of the elephant and pull them along on their own wheels. Colorful blocks within the tumbler encourage kids to build whatever else they choose. No doubt, many adventures and unique stories will emerge from each child’s imagination. The package design for this toy is well-conceived. Instead of a flexible paperboard box with a die-cut window, a paperboard sleeve wraps around the toy, telling its story while leaving the front of the colorful elephant and its wheels fully exposed. Doing this will prompt any child to pick it up and adopt it. Consider how this packaging stands out within the construction toy category for young children.
SURPRISE! Kids love surprises. More brands are creating packaging that enables children to literally unwrap it to get at the unseen toy(s) inside. Moose Toys’ Pikmi Pops Surprise presents a perfect example of package design that heightens kids’ experiences with the brand. When kids peel away the outer packaging of Pikmi Pops, two mini, sweet-scented plush friends appear. Three surprise items and two surprise messages that promise to deliver laughs are also tucked inside the packaging. What child can resist that? Since there are 50 Pikmi Pops, kids will want to collect as many as they can so that they can experience the surprise again and again. Then, they’ll trade with their friends, pulling more kids into collecting Pikmi Pops. This is a terrific concept that will doubtlessly inspire more brands in the collectibles category as they consider package design. HOW ABOUT AI WITH SOME FEELING? There’s nothing new among robotic toys these days, or is there? Toys with artificial intelligence (AI)—infused “pets,” futuristic-looking bots, and coding toys—are everywhere, but Wonder Workshop’s Cue Robot takes kids a step further. The company describes its toy in this manner: “Powered by breakthrough emotive AI, Cue is a witty robot with attitude.” The manufacturer promises that Cue is full of interactive surprises. Consumers are exhorted to “choose from four unique avatars to
OUTSIDE THE BOX customize Cue with a personality that’s right for you.” Imagine how kids in their late tweens and teens will love to program code for bots that have “an amazing depth of personality, expressions, and interactions.” But how can they get this information? From the packaging, of course. But most packaging for tech toys is streamlined, simple, and inspired by brands such as Apple. Frankly, a lot of it looks similar. Wonder Workshop didn’t do the usual with its brand packaging, making it a standout from its competitors. The triangular shape of Cue likely inspired its hexagonal packaging, not in black or white, but in a deep charcoal gray with blue-green interior that picks up on the product name color as well as the circle around the robot’s “eye.” Nothing appears on the front panel other than the brand name and verbal communication: “Your robot. Your rules.” at the bottom of the package. On the upper right-hand corner, “11+” signifies the age appropriateness of the toy. But what’s cool is that the product information appears on the other panels of the packaging, including the angled sides. This packaging is so unique that it stops consumers in their tracks. Kids will want to pick this up and really take in the aspects of this robotic toy that make it one of a kind. Package design structure, leveraged in this manner, creates a unique consumer experience. SO WHAT’S WRONG WITH A BOX? Nothing is wrong with packaging toys within a box as long as the visual and verbal cues on this packaging refer to the brand in a rich, experiential manner. The packaging must be so compelling that kids focus on it to the exclusion of everything else around it on the shelf. WowWee’s Magnaflex construction toy is unique within its category. A one-of-akind product demands unique packaging. A clean white backdrop allows the bright, colorful magnetic strips, and the toys that are constructed from them, pop. A swath
of color that arcs on the left-hand side of the box serves as package design architecture. The color varies to denote variety. For example, the Rainbow Set features a purple arc, while the Beach Set has a blue arc. The Magnaflex logo is rainbow-colored and a custom-designed “M” appears above it. Limited verbal brand communication appears beneath the logo. “Bendable, connectable magnetic strips” tells kids and their parents what the toy is all about in four simple words. Visuals of the eye-popping toys really fire any child’s imagination. They are superimposed over simple artwork that serves as a background and is appropriate for each kit. Waves and sand featuring a shell, a starfish, and a snail appear on the Beach Set, for example. The Magnaflex brand demonstrates that companies can elevate a ubiquitous box to a whole new level of packaging—one that is highly experiential in nature. PACKAGING THAT PLAYS THE GAME Australia’s Moose Toys’ Boom Blast Stix is onto something when it comes to sustainable packaging. Why not make it part of the game itself? Isn’t that an environmentally responsible manner in which to package a product? Boom Blast Stix’s canister-shaped packaging enables players to continue to (gingerly) stack stix. The only problem is that as the stack grows, so does the potential to make a wrong move and boom!—an “explosive blast” sends the stix into the air. The brand website succinctly states that this is “the explosive game for those with a gentle touch and nerves of steel!” The front panel of the packaging uses strong visual cues to demonstrate the premise of the game. Three pictorial insets depicting each step of the game on the side of the packaging, as well as added verbal brand communication, simply, but effectively, reinforce to consumers how to play the game. A bright red lid tops the canister, which sits on a blue base. “The Explosive High
Stacks Game” appears in black-outlined white lettering on the lid, as does the brand logo, which is super-imposed over imagery of a cannonball with two lit fuses. Underneath that, we see a visual of a game in progress, with stix flying into the air. Everything about this simple package design emphasizes how consumers will experience the brand. In fact, it builds anticipation in their minds, concerning the inevitable “boom” that will occur. BRINGING THE BRAND TO LIFE Manufacturers and licensed property owners should focus on package design as part of the overall customer experience. No matter how wonderful a product is, consumers will never purchase it unless the packaging compels them to really see it on the shelf, feel a sense of connection, and pick it up. There are so many choices at retail now, that package design is the deal maker, or breaker. Consider packaging that prompted you, as a consumer, to purchase a specific brand. Now, look at your own brand packaging with a critical eye. What can you do to make your brand story more compelling? How can you engage consumers’ senses in a fresh manner? In summation: How can you design packaging that will create impactful, memorable experiences between the consumer and your brand? »
Ted Mininni is president and creative director at Design Force Inc., a package and licensing program design consultancy to the consumer product and entertainment industries. The goal of Design Force is to establish strong emotional connections with consumers and create powerful visual brand experiences that engage, excite, entertain, inspire, and influence consumers’ decision to buy. Mininni can be reached at (856) 810-2277. Visit designforceinc.com for more information.
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(continued from page 104) Toy brands should identify the search terms that their potential customers are using when shopping online and work those keywords into their product content. But be wary of word salad: Content that is natural and relatable drives more conversion, so brands should be careful to work keywords into product descriptions organically and appropriately.
"Shoppers want to feel connected to brands, and the best way to make that happen is for brands to speak their language." DELIVER AN ENGAGING EXPERIENCE One of the biggest challenges for brands is translating the real world experience in the digital channel. When shopping online, consumers are trying to imagine what the product experience will be like using only the information they get on the screen. Consumers being able to envision using the product— before they ever see, touch, taste, smell, or hear it—is a key part of making a purchasing decision. This is especially important for toys, and yet brands often overlook it. Delivering an engaging customer experience means more than just adding as much relevant, useful information as possible. Descriptive text should tell a story from a customer-centric perspective, instead of a product-centric one. Shoppers want to feel connected to brands, and the best way to make that happen is for brands to speak their language. Reading product reviews can be extremely useful for teaching toy brands how their customers talk about their products, what words they use, and what their unique concerns are. For example, detailed directions and safety information are considered critical pieces of information for parents when choosing toys for their kids. With Toys “R” Us closing its doors, retailers such as Amazon, Walmart, and Target are going to start attracting a lot more toy sales. Brands that capture the initial spike in traffic can use it to drive a long-term sales lift, allowing them to climb to (or stay at) the top of their category. Optimizing product content—making seemingly small adjustments to words and phrases that can add up to have a major impact on search performance, customer engagement, and conversion—is a game of inches and an essential component of e-commerce success. »
Danny Silverman is chief marketing officer at Clavis Insight. He is a product manufacturing industry thought leader in the areas of global e-commerce strategy, marketing, and sales, with more than 14 years of experience.
112 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
(continued from page 106) The opinion letter provides an important layer of protection for clients as it outlines the potential risks and benefits of a particular trademark. Should there be an issue with the new trademark, as described above, then a new trademark should be chosen. Perhaps the new mark owner is comfortable with the risk. Any trademark lawyer is going to properly practice law conservatively to avoid litigation for its clients. That advice will also be privileged and confidential to the client.
“Being pushed to find a new mark ended up being a worthwhile exercise in differentiating its brand.” RESPONDING TO A CHALLENGE The first question to ask is, “How different are the trademarks between the parties?” One of the factors in comparing marks due to the possibility of confusion focuses on the similarity or dissimilarity of the marks in their entireties when concerning appearance, sound, connotation, and commercial impression. In comparing the marks, the test is not whether the marks can be distinguished when subjected to a side-by-side comparison, but rather whether the marks are sufficiently similar in terms of their overall commercial impression so that confusion as to the source of the goods offered under the respective marks is likely to result. The proper focus is on the recollection of the average customer, who retains a general impression of the marks. If there’s a difference in the first part of the marks that changes consumer perception, then the trademarks are unique. For example, a doll company startup performed a trademark search that showed several trademarks that are owned by world-renowned companies. The startup company chose a new mark that is both different in sound, sight, and spelling. Being pushed to find a new mark ended up being a worthwhile exercise in differentiating its brand. Bottom line: Don’t be intimidated. There are pitfalls, but with proper guidance, any size company can find a trademark that’s unique to them and their product. »
Anthony M. Verna III is the managing partner at Verna Law P.C., a law firm specializing in intellectual property protection, trademark, copyright, domain names, and advertising law, as well as global IP portfolio protection and management. Verna is a member of the New York and New Jersey Bars, as well as the U.S. District Court Southern District of New York.
INDUSTRY MARKETPLACE
Playtime Sales & Marketing Co. LLC A Toy Manufacturers Sales Representative Corporate Office: 331 Piermont Road, Norwood, New Jersey 07648 TEL: 201-784-7727 FAX: 201-784-1912 E-MAIL: murraybass@playtimesales.com lensoyka@playtimesales.com carolleeman@playtimesales.com The Playtime Sales & Marketing Company, LLC. is a Toy and Electronics Manufacturers sales representative organization. Our prime focus is to represent Toy and Electronics Manufacturers to the Mass Market Retailers. The principals of our Company are Len Soyka and Murray Bass. Our only vocation has been in the Toy Industry. We are dedicated toy professionals. Our geographical areas of sales coverage and accounts include: • NEW ENGLAND…Connecticut North to Maine and Upstate N.Y. Accounts… CVS Drug, BJ’s Whle Club, and TJ Maxx, • NY METRO NY City and New Jersey. Accounts...Toys R Us and their DOTCOM and aGlobal divisions, TRU Express, dd’s Stores, Macy’s Backstage, Cititrends, Burlington Stores, Xmas Tree Shops, Shepher Distributors, Buy Buy Baby, Party City, National Whle., Bed Bath and Beyond, Stevens Intl., and NY area Supermarket chains. • MID-LANTIC…Pennsylvania, Washington D.C., Northern Virginia and Western Ohio. Accounts…Rite Aid Drug, Group Sales, Boscov’s, Omni Global, 5 Below, Dollar Tree, Variety Wholesale and Big Lots. • K mart USA // JC Penney Catalog // Universal Studios Orlando // Gordman’s // Target and Walmart • CANADA…Walmart, Toys R Us, Canadian Tire and Costco • CHINA…We maintain a full time Hong Kong sourcing Office We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries.
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To place a classified ad, please contact Bill Reese at 212-575-4510 x2322 or bill@toybook.com
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FLASHBAC
MAY/JUNE 1998
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Betty Spaghetty, from Ohio Art, is a bendable rubber doll with changeable hands, feet, and shoes. Kids can make various hairdos with her rubbery hair. Kids can also collect Hannah and Zoe.
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THE SWEET SMELL OF SUCCESS: TOY CANDY COMES INTO ITS OWN
Tiger Electronics releases a new, more compact version of its successful game.com gaming system. Following up on the surge of recent interest in handheld electronic games, the company launches game.com.pocketpro, which features speech, sound, and music; a touchscreen interface; a backlit screen; built-in software that includes a phone directory, a calculator, and a calendar; and web-linking capabilities. Tiger is releasing several new game cartridges, including Fighters Megamix, Sonic Jam, Mutoids, Resident Evil 2, Holyfield Boxing, Jeopardy!, X-Files, NBA Live ’99, and others.
114 THE TOY BOOK | MAY/JUNE 2018 | toybook.com
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Hasbro’s McDonaldland Happy Meal Girl features a doll and a toy McDonald’s Happy Meal that includes a cheeseburger, fries, a drink, and a toy surprise inside. The doll can take a bite of her cheeseburger and when she sips her drink, kids can hear slurping, bubbling, and burping sounds.
Tiger Electronics introduces Shamu and His Crew Giga Pets Plus, an electronic handheld device that allows kids to play with, train, feed, clean, and take care of the underwater stars of Sea World.
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In response to the Lost in Space movie and TV series, Praying Mantis launches diecast replicas of several of the vehicles featured in the TV episodes. Each 3-inch replica will be packaged with one of 50 film-clip cells from the TV series.
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TIGER RELEASES SLEEKER VERSION OF GAMING SYSTEM
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The toy industry is showing a rapidly increasing interest in novelty products that combine elements of toys and candy. Tapper Candies’ Candy Cam is a toy camcorder that comes with Mini Tarts, playing off the hidden camera show, Candid Camera. OddzOn’s Sound Bites are musical lollipops that play tunes inside kids’ mouths with the press of a button. CAP Candy’s Yuckers Worms and Snakes are 3-inch rubber slitherers attached to the end of a lollipop.
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