The Toy Book - June 2021

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JUNE 2021

IN THIS ISSUE Volume 37, No. 3 — Published by Adventure Media and Events LLC

Editor-in-Chief Maddie Michalik maddie@toybook.com

DEPARTMENTS 26 | Talkin’ Toys: Blue Marble

60 | Backstory: Masters of the Universe

7 | Toy Association Update

52 | New in Town: Healthy Roots Dolls

63 | Industry Insight

8 | Industry Update

54 | Marketing Memo

9 | Toy Insider Events

56 | WIT Stories

10 | Stat Shot

58 | What’s New

5 | From the Editor 6 | ASTRA’s Insights

Group Publisher Jackie Breyer jackie@toybook.com

64 | Pop Quiz 66 | Flashback

Deputy Editor James Zahn james@toybook.com Senior Editors Jackie Cucco jc@toybook.com Marissa DiBartolo marissa@toybook.com Ali Mierzejewski ali@toybook.com Associate Editor Madeleine Buckley mbuckley@toybook.com Editorial Assistant Nicole Savas nicole@toybook.com Editorial Intern Ria Malatesta Art Director Joe Ibraham joe@toybook.com

14 | Get by with a Little Help From Your Fans Toy companies are leveraging crowdsourcing for funding, content, and fostering community.

»

FEATURES

From left to right: Toy Story Talent Show from Funko Games, Compound Kings Cake Batter Bucket from WeCool Toys, Neon Meadow Panorama Puzzle from KESS, ICEE Machine Maker from Iscream

62 | The Science of Play Why Kids Play the Way They Do: Part II

30

18 | Putting the “M” Back in STEM Using Math Toys as Teaching Tools During the Pandemic

28 | Reinventing the Game How the COVID-19 Pandemic Reshaped Board Game Development 50 | Everything Old Is Collectible Again The ’90s are calling and they want their collectibles back — for millions.

Executive Director of Sales & Marketing James Devin jd@toybook.com

2021 Summer of Fun!

Sales Executive Stephanie Infantino stephanie@toybook.com

Looking for the hottest toys this summer season? You’ve come to the right place! Take a look at our top picks from the top-performing toy categories this past year, including games, puzzles, construction, outdoor and active, and activities.

22 | STEM Toy Showcase Keep up with the latest STEM toys coming out this summer.

Osmo’s Math Wizard and the Enchanted World Games set helps kids learn multiplication and critical thinking. Learn more on page 18.

Production Director Bill Reese bill@toybook.com

Controller/Office Manager Lori Rubin lrubin@adventurepub.com U.S. Corporate Headquarters President Laurie Schacht laurie@toybook.com

»

Adventure Media and Events LLC 307 7th Avenue, #501 New York, NY 10001 Phone: (212) 575-4510

On the cover: Geomagworld’s Full Color Magicube Set The Toy Book Volume 37, No. 3 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media and Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2021 Adventure Media and Events LLC. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in USA. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Media and Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media and Events LLC., 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.

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FROM THE EDITOR

GET READY TO PLAY: IT’S THE SUMMER OF FUN!

by MADDIE MICHALIK, editor-in-chief THE ‘90S ARE BACK, Y’ALL! POKÉMON cards are hotter than ever, my Tamagotchi is alive and well, and now I can make ICEEs from the comfort of my own home (thanks, Iscream!). The only thing missing is my collection of butterfly clips.

And it’s not just Pokémon cards. Retro video games, hard-to-find LEGO sets, and other items in the toy and collectibles space now have great value, especially if they are in their original packaging from decades ago. In 2020, there were five Pokémon and four Star Wars sales per minute on eBay, according to the e-commerce giant. From March to December 2020, the amount of Pokémon and Star Wars items sold on eBay increased 200% and 70%, respectively. The nostalgic generation that grew up with these items has money to spend (either for themselves or for new investment opportunities), and they want to spend it on what makes them feel warm and fuzzy inside. Learn more about why everything old is collectible again from Deputy Editor James Zahn on page 50.

The pandemic is also fueling a need for STEM toys, specifically in the math category. According to the Northwest Evaluation Association, elementary and middle school students have fallen behind on math during the pandemic due to major disruptions in schooling, abruptly changing learning environments, and parents’ inexperience to teach the subject from home. Educational toy companies, such as hand2mind, Osmo, and Learning Resources, are stepping it up with several offerings to fill that gap, shining a light on the “M” in STEM. Read more from Senior Editor Jackie Cucco on page 18.

The games category was a top performer in 2020 due to stay-at-home orders, and it’s not losing any steam. But what happens when companies rely on live playtesting during the creative process?

Associate Editor Madeleine Buckley spoke with a few game manufacturers about the short- and long-term effects of the pan-

demic on game development, including adjusted player counts or games that players can play virtually. Check out more on page 28!

And don’t forget that we have proclaimed this season to be the summer of fun!

Our editorial staff has curated our favorite toys from the best-performing categories from the past year: games, puzzles, construction, outdoor and active, and activities. Flip through the section starting on page 30.

I sincerely hope you enjoy this issue of the Toy Book. I welcome any feedback and thoughts on our issue, so let us know what you think. We’d love to hear from you! » Maddie Michalik is the editor-inchief of the Toy Book and senior editor of the Toy Insider and the Pop Insider. She reports on new products and toy industry trends and has been featured on broadcast TV segments in the U.S. and Canada. Reach her at maddie@toybook.com.

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ASTRA’S INSIGHTS

ASTRA 2021: FULL SPEED AHEAD! A Sneak Peek at Upcoming Programming and Events

by SUE WARFIELD, interim president, American Specialty Toy Retailing Association AT THE AMERICAN SPECIALTY TOY Retailing Association (ASTRA), we have weathered the storm of the past year and are excited to turn our focus toward the programs and offerings that are the cornerstones of our organization. These events and activities are an important means of engagement and connection for ASTRA members. In a year that has been anything but easy, the connections our members have made with one another have given them the energy and strength they need to find new ways to engage with customers and succeed in their businesses.

BEST TOYS FOR KIDS AWARDS The Best Toys for Kids award winners will be announced during a virtual event at the end of June. In January, ASTRA members nominated products they felt meet the following criteria: • New: Best Toys for Kids nominees in all categories except Classic Play

should be introduced to the general retail market in the fall of 2020 or later and should be available on shelves to purchase no later than September 2021.

• Unique: Nominees should feature a novel design, either as an original concept or a significant reinvention.

• Available: Toys should be available in good supply and ready to ship by September 2021.

The nominees have been intensely reviewed by a committee of experienced ASTRA retailers, who then chose a selection of finalists for the awards.

ASTRA members voted on their favorite products, naming one winning product in each category. You can browse through past winners on our website at besttoys. astratoy.org — and be sure to stay tuned for this year’s winners at our virtual event.

During the event, we will also present Excellence Awards in multiple categories, including retailer, manufacturer, sales representative, and young professional/ rising star. The ASTRA Lifetime Achievement Award will be given as well. All of these coveted awards celebrate each individual’s strong commitment to the toy industry overall, as well as their dedication to the ASTRA community.

ASTRA’S MARKETPLACE & ACADEMY Our biggest event, Marketplace & Academy, is taking place in Minneapolis from Aug. 5-8, and we couldn’t be more excited to see everyone in person! We have some exciting events planned and we are working closely with the city of Minneapolis to ensure the health and safety of all attendees. We will be following the

“The benefits of ASTRA membership have never been more valuable as we continue to navigate the changing world of the toy industry.”

guidelines set forth by the Centers for Disease Control and Prevention (CDC), and will require all attendees to wear a face mask. Due to the change of the event date from June to August, we have a new schedule and new opportunities for full conference attendees to participate in events. Check out our website for full details and to register to attend at marketplaceandacademy.org.

Our staff, board of directors, and volunteer members are hard at work developing additional offerings for ASTRA members to enjoy later this year.

The benefits of ASTRA membership have never been more valuable as we continue to navigate the changing world of the toy industry together. » For more information on ASTRA’s Marketplace & Academy, visit marketplaceandacademy.org Sue Warfield, interim president of the American Specialty Toy Retailing Association (ASTRA), has more than 30 years of experience working in the toy industry, including owning a retail store, being a sales representative, and working with her husband in a manufacturing business.

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TOY ASSOCIATION UPDATE

WHAT’S NEXT FOR THE TOY FOUNDATION? The foundation’s leadership team discusses plans for 2021.

by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association THE TOY FOUNDATION (TTF) IS is committed to providing philanthropic support and the vital commodity of play to millions of kids living under stress and in dire situations across the country and around the world. This decades-long work has been made possible through industry-wide toy donations and cash contributions. We caught up with The Toy Foundation Executive Director Ellen Lambert and Senior Foundation Manager Elizabeth Max to take a look back at how the organization pivoted last year to assist families impacted by COVID-19, and learn about what’s in store for the months ahead.

The Toy Association: Last year, TTF announced that it was going to broaden its mission to serve more kids and families by meeting their essential needs amid the pandemic. Can you provide a brief recap of this work and how it will evolve this year?

Ellen Lambert: TTF reached out to nonprofit partners across the country that were serving kids and families in some of the communities that were hardest-hit

by COVID-19. We received proposals to provide food, personal protective gear, learning technology and school books, mental health assistance, and more.

While we know that toys help bring comfort, daily essentials were — and continue to be — critical. With cash grants to 14 organizations and toys to many more, we reached 2 million individuals.

We recently funded seven additional organizations that are providing support to kids and families who continue to experience major disruptions in their lives due to COVID-19.

TA: Providing cash grants to charities has become a growing focus for TTF. Can you explain why this shift was made to offering financial assistance?

Are toy donations and distributions still a priority?

Elizabeth Max: Providing cash grants has always been a focus for the Foundation, but this past year it was more critical than ever. We responded to the needs of communities both near and far, and the need unfortunately grew greater by the day.

The Toy Bank is still very much a priority. It is built into every single cash program that we fund. For instance, our iconic and most beloved Play Your Part events would not have been made possible without the generosity of our Toy Bank donors and charity partners.

Through Play Your Part, we have provided more than $3 million in toys to more than 350,000 kids across the country. Through fundraising, we were able to provide more than $100,000 in cash grants to our partner charities.

The same can be said when we funded our national programs with Court Appointed Special Advocates for Foster Children and Boys and Girls Clubs of America Military Services, distributing more than 1.7 million toys and half a million toys to each program, respectively. Collectively, our fundraising for both programs provided nearly $1.8 million in cash grants.

The Toy Bank collects toys all year long and we have the ability to offer free pickups. We’ve been building a network of local Toy Banks, which will allow us to further our impact by distributing directly from manufacturers’ warehouses.

representing a third of the CHA membership. Sadly, this indicates just how strong the need for support is across pediatric care institutes. The Foundation will also create a fundraising program to continue to support children’s hospitals serving vulnerable communities and those with pediatric healthcare worker shortages.

Each hospital will also get single-use toys.

TA: You have spoken about studying the role of play in trauma-informed patient care across the spectrum of all children’s health professions. How is that progressing?

EL: We partnered with the Children’s Hospital Association (CHA) to put out a request for proposals to children’s hospitals across the U.S., drawing 62 responses —

As The Toy Association’s senior communications specialist, Kristin Morency Goldman leads the development of content for its print and online communications.

Her articles on toy trends, toy safety, and industry news can be found in trade and consumer publications around the world. She holds a master’s degree in media, culture, and communications from NYU.

TA: TTF is focusing more on promoting diversity and inclusion within the toy industry. How does this tie into the Foundation’s core mission?

EL: The mission of TTF is to support play and its impact on well-being, specifically providing joy and comfort for all kids and youth. With a Foundation program specifically directed to advance diversity and inclusion within the toy industry, we will strive to put more emphasis and meaning into the word “all.” We anticipate funding internships and programs designed to help the toy industry foster a culture that welcomes all to its ranks.

TA. How does the rest of the year look for TTF? EM: We are focused on bringing back our Play Your Part Events in the safest way possible. We are working toward a possible Q4 test-run event in Dallas, assuming we have clearance from our partner organizations, families, and kids.

Next March, we will officially kick off Play Your Part in Florida. »

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INDUSTRY UPDATE

SPIN MASTER REVEALS WIZARDING WORLD TOY COLLECTION

Part of the Magical Minis Hogwarts Castle Source: Spin Master

Spin Master is expanding its partnership with Warner Bros. Consumer Products as a new toy licensee for the Wizarding World franchise with a full line of toys based on the Harry Potter and Fantastic Beasts brands.

New dolls, figures and accessories, playsets, vehicles, games, plush toys, and role-play items are expected to launch this fall.

In April, the company released a first look at some of the upcoming Harry Potter toys, including a 2-foot Magical Minis Hogwarts Castle; 8-inch fashion dolls of Harry Potter, Hermione Granger, Luna Lovegood, and Cho Chang; and an Enchanting Hedwig Interactive Plush. »

2021 LICENSING EXPO TO GO FULLY VIRTUAL

Informa Markets’ Global Licensing Group, organizers of Licensing Expo, canceled the in-person event this year due to ongoing COVID-19 travel restrictions. Instead, the world’s largest licensing event will take place in a free-to-attend, fully virtual format from Aug. 24-26.

Currently, both the Brand Licensing & Innovation Summit and Brand Licensing Europe are still slated to take place in-person this fall.

Licensing Expo was initially slated to take place from Aug. 10-12 in Las Vegas.

The event is set to return to the Mandalay Bay Convention Center next year for Licensing Expo 2022, from May 24-26. »

PLAYMONSTER, DUDE PERFECT TEAM UP FOR KOOSH RELAUNCH

The trick-shot YouTubers of Dude Perfect — Tyler Toney, Cody Jones, Garrett Hilbert, and twins Coby and Cory Cotton — are creating a Koosh-themed episode of their Overtime show. The episode will debut on July 26, just as the Koosh brand makes its return to retail under a deal inked between Hasbro and PlayMonster last fall.

The new Koosh toys are scheduled to launch at Target in July. »

DISGUISE, BBC STUDIOS INK DEAL FOR BLUEY COSTUMES, ACCESSORIES

Disguise Inc., the Halloween costume division of Jakks Pacific, inked a licensing deal to produce a full range of costumes and accessories based on Bluey, the animated series produced by Ludo Studio for BBC Studios. Bluey, the tale of a 6-year-old Australian Blue Heeler dog, has been airing on Disney Channel and Disney Junior since 2019.

Disguise’s Bluey costume range launches first-to-market, exclusively at Walmart this fall. »

CAMP LAUNCHES GIFTING E-COMMERCE PLATFORM MADE FOR KIDS TO SHOP

Camp debuted Camp Present Shop, a new, Children’s Online Privacy Protection Act (COPPA)-compliant online shopping platform designed for kids ages 3-12.

Adults choose the occasion, set a budget, and enter shipping and payment information. Then, kids get a one-time code to start their shopping adventure in a digital environment where Camp’s mascot, Scout, guides them through a gamelike experience.

Kids redeem digital coins (the established budget) for presents, then customize a card that will be printed and packed

with the gift, which Camp ships to the recipient in a custom box. »

BASIC FUN! EXPANDS CARE BEARS LINE WITH TOGETHERNESS BEAR

The Care Bears will introduce the first new bear in at least a decade: Togetherness Bear. Basic Fun!’s design for the new bear was inspired by Togetherness Bear’s motto, “Love All,” which encourages inclusivity, acceptance, and togetherness.

The plush has a rainbow, heart-shaped belly badge and a multicolored fur pattern that’s unique to each bear, which means that no two Togetherness Bears look exactly the same. »

Togetherness Bear Source: Basic Fun!

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TOY INSIDER EVENTS

JOIN THE FESTIVE FUN The Toy Insider’s 10th annual Holiday of Play event is on!

JINGLE, JINGLE! THE HOLIDAYS WILL be here before you know it, and the Toy Insider is already gearing up for its 10th annual Holiday of Play media and influencer toy party, set to take place on Sept.

22 in New York City!

Holiday of Play will welcome more than 150 VIP digital influencers, YouTube creators with millions of subscribers, and traditional press — including producers and editors from The TODAY Show, NBC News, CBS News, BuzzFeed, Yahoo Finance, Associated Press, Bloomberg, Parents magazine, Good Housekeeping, and so many more — providing everyone with a sneak peek at the top toys of the year.

The exclusive event will give members of the media and digital influencers the opportunity to chat one-on-one with representatives from the hottest toy and entertainment companies — as well as smaller companies gaining major exposure — for the inspiration they need for holiday gift guides, future toy reviews, and unboxing videos. This year’s sponsors include Moose Toys, LEGO, Spin Master, Jazwares, PlayMonster, Crayola, VTech, WeCool, Elenco, SmartLab Toys, Bonkers Toys, and many more.

of its guests and sponsors, following all Every year at Holiday of Play, the Toy Centers for Disease Control and PrevenInsider announces the top toys, games, tion (CDC) guidelines for larger events. and collectibles of the holiday season If the event cannot take place in person from its annual Holiday Gift Guide, defor any reason, the show will go on in a buting the highly influential Hot 20, 12 virtual format, utilizing the Toy Insider’s Under $12, and STEM 10 lists. Guests custom-built, 3D-rendered environment. are able to get a first look at these toys Holiday of Play 2021 sponsorships before anyone else, with product demonare nearly sold out! If you’re interested strations from the manufacturers. in securing booth space, please contact Plus, Holiday of Play guests will leave Jackie Breyer (jackie@toyinsider.com) or the event with enormous overstuffed James Devin (jd@toyinsider.com) as soon swag bags full of products to review, as possible. » share, post about, and enjoy with family and friends.

In 2020, Holiday of Play went virtual for the first time ever due to the ongoing COVID-19 pandemic. The highly interactive online event welcomed nearly 600 guests, generating nearly 40 million Twitter impressions and 500 unique posts on Instagram with countless likes, comments, and shares.

While Holiday of Play is Top: Members of the WeCool Toys team demonstrate Compound currently scheduled to take Kings 3D Goosh at Holiday of Play 2019. Bottom: Influencers are place in person, the Toy Inready to enjoy an evening in New York City as they enter Holiday of Play 2019. | Source: the Toy Insider sider will ensure the safety toybook.com | JUNE 2021 | THE TOY BOOK 9

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PUZZLES TOP 5 SELLING ITEMS, 12ME MARCH 2021 RANK

ITEM

MANUFACTURER

1

Charles Wysocki Assortment 1,000 Pieces

Buffalo Games

2

Entertainment 1,000-piece Assortment

Buffalo Games

3

Thomas Kinkade Disney Dreams Collection 750 Pieces

Ceaco

4

Hautman Brothers 1,000-piece Assortment

Buffalo Games

5

Puzzle Assortment 2,000 Pieces

Buffalo Games

TOP 5 NEW* ITEMS, 12ME MARCH 2021 RANK

ITEM

MANUFACTURER

1

Calm Mindful Puzzle Assortment 300 Pieces

Spin Master

2

Signature Collection Farmers Market Puzzle 300 Pieces

Masterpieces

3

LEGO Paint Party Puzzle 1,000 Pieces

Chronicle Books

4

Story Mania Assortment 550 Pieces

Ceaco

5

Big Ben Dog Puzzle 1,000 Pieces

Spin Master

BUILDING SETS

OUTDOOR & SPORTS TOYS

TOP 5 SELLING PROPERTIES, 12ME MARCH 2021

TOP 5 SELLING PROPERTIES, 12ME MARCH 2021

RANK

ITEM

RANK

ITEM

1

LEGO Star Wars

1

NERF

2

LEGO City

2

Razor

3

LEGO Friends

3

Little Tikes

4

LEGO Super Heroes

4

Hover-1

5

LEGO Creator

5

Radio Flyer

TOP 5 DOLLAR GROWTH PROPERTIES, 12ME MARCH 2021

TOP 5 DOLLAR GROWTH PROPERTIES, 12ME MARCH 2021

RANK

ITEM

RANK

ITEM

1

LEGO Star Wars

1

Razor

2

LEGO Super Mario Brothers

2

Little Tikes

3

LEGO Creator

3

Jetson

4

LEGO Super Heroes

4

Hover-1

5

LEGO Minecraft

5

Radio Flyer

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

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SCIENTIFIC TOYS TOP 5 SELLING ITEMS, 12ME MARCH 2021 RANK

ITEM

MANUFACTURER

1

National Geographic Rock Tumbler Starter Kit

Blue Marble

2

Snap Circuits Junior

Elenco

3

Original Butterfly Garden with 5 Caterpillars

Insect Lore

4

National Geographic Break Open 10 Geodes and Explore Crystals Science Kit

Blue Marble

5

Creativity For Kids Grow ‘n Glow Terrarium

Faber-Castell

TOP 5 NEW* ITEMS, 12ME MARCH 2021 RANK

ITEM

MANUFACTURER

1

YouNiverse Ultimate Crystal Growing Laboratory

Horizon Group USA

2

National Geographic Dino Fossil Dig Kit

Incredible Novelties

3

Discovery Glowing Minerals

Horizon Group USA

4

Mega Cyborg Hand

Thames & Kosmos

5

Discovery Mindblown Model Engine Kit

MerchSource

GAMES

ARTS & CRAFTS

TOP 5 SELLING PROPERTIES, 12ME MARCH 2021

TOP 5 SELLING PROPERTIES, 12ME MARCH 2021

RANK

ITEM

RANK

ITEM

1

Pokémon

1

Play-Doh

2

Magic: The Gathering

2

Crayola

3

Monopoly

3

Kinetic Sand

4

UNO

4

Cra-Z-Art

5

Yu-Gi-Oh

5

Melissa & Doug

TOP 5 DOLLAR GROWTH PROPERTIES, 12ME MARCH 2021

TOP 5 DOLLAR GROWTH PROPERTIES, 12ME MARCH 2021

RANK

ITEM

RANK

ITEM

1

Pokémon

1

Kinetic Sand

2

Magic: The Gathering

2

Crayola

3

UNO

3

LEGO Dots

4

Monopoly

4

Play-Doh

5

Star Wars

5

LEGO Art

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

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How toy companies are leveraging crowdsourcing for funding, content, and fostering community.

by MADELEINE BUCKLEY, associate editor IMAGINE IF LEGO PRODUCED A cheesy, ‘80s-inspired action series called LEGO Neon, which follows a character named Dan Clash who embodies all the action tropes of that era. Or perhaps picture a new line of building sets called LEGO Heroes of Olympus, featuring LEGO versions of the Greek gods having a great time until Hades comes along.

Neither of these brick-based brands has been produced by The LEGO Group, yet they both have dozens of well-developed characters, storylines, locations, and more.

They are two of the most popular concepts on LEGO World Builder, a web platform that LEGO launched last August on which fans can pitch, develop, and collaborate on their dream LEGO brands.

Source: TriAction Toys

However, this isn’t just a more formal version of the discussion boards you might find on a fan-made forum. The company is able to review these collaborative “world” pitches with plans to option some of them.

Utilizing consumers’ concepts is nothing new for The LEGO Group, which launched its LEGO Ideas platform a decade ago for fans to submit product concepts that — with enough community support — the company manufactures and sells. Looking back, Johnny Castrup, head of LEGO Ideas, describes the platform as “an experiment that has proven its value over time.”

Yet this is just one of many examples of how toy companies are using crowdsourcing — whether for ideas, funding, or both — as part of their creative process.

KICKSTARTING AN IDEA Many likely think of crowdsourcing primarily as a way for independent inventors to get their projects off the ground, turning to platforms like Kickstarter and harnessing the power of the internet to get the funds they need to introduce their creations to the world.

And that was the general idea for Chris Cofoni, founder and CEO of TriAction Toys, who led a campaign to relaunch the Boglins toy brand last October. Originally released by Mattel in the ‘80s, these hand-controlled, monster figure puppets feature a rubbery body and movable, glow-in-the-dark eyes.

Cofoni needed to

launch the Kickstarter campaign to get funding, as bringing back just the first three Boglins Kings was going to cost more than $300,000. While he was warned against starting his campaign in October — “the off season” — it was incredibly successful, raising $247,424 (far more than the original goal of $25,000) with more than 1,700 backers contributing funds. With this success as proof of the Boglins demand, the resurrected brand launched at retail this spring.

In addition to providing funding, Cofoni says the Kickstarter campaign truly activated the Boglins fan base. “Crowdsourcing is why we are having this conversation,” he says. “It is why I am closing in on deals for multiple international territories and planning major launches with key retail partners in 2021. Advertising doesn’t work the way it once did, so creation of content made with the goal of exciting the fan base has really worked well on Kickstarter.”

He also notes that the passionate fans who funded this project are now playing a role in the product planning and brand development, influencing which Boglins characters will be released next and creating video content that has become part of the official Boglins identity through a dedicated YouTube channel.

FOLLOWING FAN FEEDBACK This fan influence isn’t just something unique to Cofoni’s Boglins experience.

Community feedback is something that Hasbro also takes into consideration, especially with its in-house crowdsourcing platform, HasLab. Originally launched in early 2018,

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HasLab offers “dream” products for collectors and fans, often large in both physical size and ambition. Similar to a Kickstarter campaign, these projects must meet a minimum number of preorders or a funding threshold by a certain deadline, or the product will not get produced.

Last year, Hasbro ran three HasLab campaigns, each shattering its respective target numbers. The X-Men Legends Marvel’s Sentinel needed 6,000 backers but got 21,909; the HeroQuest Game System relaunch needed $1,000,000, but raised $3,722,649; and the Star Wars The Vintage Collection Razor Crest needed 6,000 backers, but got 28,178.

The numbers may be surprising, especially when considering that all three projects launched during the COVID-19 pandemic and the resulting economic downturn. However, Hasbro Chief Consumer Officer Eric Nyman says that — although the company can’t report specific metrics regarding the pandemic’s potential impact on the campaigns — he thinks the fan demand for products like these was simply strong enough to still make the launches a success.

“At its heart, a successful campaign is really all thanks to our passionate fans and collectors,” Nyman says. “We consistently hear requests from fans for big-ticket dream items that, up until now, have been just that — dreams. The HasLab crowdfunding platform is a way to empower fans and give them a voice to support Hasbro in producing the largest, highest quality collector’s items they

Source: Cloudberries

HasLab Star Wars The Vintage Collection Razor Crest paint model Source: Hasbro

have ever seen.”

While Hasbro doesn’t have an official forum in the same way LEGO does, the company maintains that spirit of fan involvement and feedback, especially for its collector-focused Hasbro Pulse items.

The Hasbro Pulse teams, for example, host regular livestreams with names like Fan First Fridays and Marvel Mondays to reveal new products and provide updates, often encouraging viewers to give feedback in real-time via comments and likes.

Nyman says that the team is constantly reading and listening to that feedback. Sometimes, it even influences the products that Hasbro offers.

“Our devoted fans know that whether it’s chatting in person with our designers at San Diego Comic-Con, tagging us on social media, or discussions on the collectors’ forums, that we are listening and hearing their comments,” he says. “When we say fans come first, it’s important that consumers know it’s not just lip service.”

PUTTING THE PIECES TOGETHER Another smaller company that decided to incorporate crowdsourced content into its products last year was Cloudberries, a UK-based puzzle manufacturer that makes jigsaw puzzles for adults. While putting together jigsaw puzzles is typically a somewhat solitary activity, co-founder Steve Vickers wanted to tap into the active online puzzle community.

The Cloudberries team decided to try an experiment: Let 439 strangers each pick the color for one section of a puzzle design without being able to see other users’ choices. The project required a lot of work for the small Cloudberries team, such as investing money to add the interactive, color-selecting tool to the website, but it paid off. In just over two hours, all of the colors were filled in.

“There was a big risk that the whole thing would be a flop. But the reaction online shows that people just love having the chance to take part in something collaborative,” Vickers says.

“And we’re head over heels with how the puzzle looks!”

However, creating the puzzle design wasn’t the end of this crowdsourcing experience. Cloudberries reached out to its Instagram followers and email subscribers, asking for ideas for what to name the resulting design. The company got hundreds of replies, and the winner was “Crowdberries.”

“They didn’t just write a name and leave it at that,” he says. “Many of them told us stories, gave us feedback on the whole idea, or copied in friends that they thought would be interested in the idea.

Puzzlers are an amazing group of people.”

This general theme of making the consumer community a legitimate voice in the product experience is something that permeates throughout all of these crowdsourcing endeavors, regardless of company size. As Castrup puts it, there is value in being an open company.

“The discovery of unexpected suggestions, combined with indication of interest from fans new and old, helps us add freshness and vibrant unexpectedness to the LEGO product portfolio and to create products that delight consumers that are new to the brand as well as our incredible fan community,” he says.

That isn’t to say that crowdsourcing is the easiest tactic for toy companies to undertake. It requires time, resources, and dedication.

“This isn’t something you should do because you want to make money,” Vickers says. “Crowdsourcing a product can be expensive, and there are lots of unexpected challenges along the way.

But if you really care about your customers and want to create something unique with them, it’s worth every bit of effort.” »

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PUTTING THE “M” Using Math Toys as Teaching Tools During the Pandemic

by JACKIE CUCCO, senior editor IF THERE’S ONE THING THAT PARENTS love in their kids’ toys, it’s educational value. Who wouldn’t want their kids to excel in school and learn key skills to succeed in life? While not all kids love school, all kids love toys, and with so many STEM options out there, it’s easy to learn key skills in science, technology, engineering, and math through the power of play.

Although STEM toys are available everywhere you look, the “M” doesn’t always get as much love as the other letters in the acronym. It seems like there is a constant flow of science kits, coding toys, and engineering sets launching all year long, while the math-themed toys get the short end of the stick.

The COVID-19 pandemic has created major disruptions in schooling — and math, in particular — for students over the past year as many opted for at-home learning for the first time. Studies show that kids are struggling in school due to the “COVID slide” and math is taking a hit significantly more than other subjects.

The Northwest Evaluation Association (NWEA), a research-based, not-for-profit organization that creates assessments to measure growth and proficiency for students in pre-K to grade 12, did a study showing that elementary and middle school students have fallen behind in math during the pandemic. The MAP Growth assessments tested 4.4 million students in grades 3-8, with results showing an average drop of 5-10 percentile points in math during the 2019-2020 school year when compared to results from the previous year. The same assessments showed that students progressed at a normal pace in reading with no

Rainbow Fraction Measuring Cups are a fun way for kids to practice fractions while cooking. | Source: hand2mind

significant drop.

An EdWeek Research Center study published in January took a representative survey of U.S. teachers, in which 67% reported that math anxiety was a challenge for their students. Abruptly changing learning environments, loss of math retention, students’ lack of confidence, and parents’ inexperience to help teach the subject at home are all having a big impact on math education during the pandemic. As we start to see the effects of the COVID slide on students, there couldn’t be a better time to shine a light on math toys as the “M” steps back into the STEM spotlight with a plethora of new products on the market.

HANDS-ON AT HOME “Math is very challenging to teach in a remote learning environment because kids miss out on the ability to use educational toys and manipulatives to touch, see, and

feel abstract mathematical concepts,” says Elana Woldenberg, senior director of product development at hand2mind.

“Because of this, the last year of distance learning has heightened the need for parents to supplement with materials, such as educational toys and resources, to keep their kid on track academically.”

The product developers at hand2mind were inspired to create new tools and toys that help families practice math together, such as the Rainbow Fraction Measuring Cups — a fun way for parents to teach kids about fractions first-hand while cooking. Hand2mind will also launch the Numberblocks MathLink Cubes Activity Sets in June, based on the Netflix series Numberblocks. Kids can practice counting as they stack the cubes to build number-themed characters, just like the ones from the series.

As an educational resource company, hand2mind offers plenty of math-related

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products and toys meant for classroom use as well. The selection is so large that consumers can narrow down their search by specific math subcategories on hand2mind.com, such as algebra, counting and sorting, data, geometry, measurement, and more. “We know how important hands-on learning is for a deep understanding of difficult concepts, especially in math,” Woldenberg says. “This is rooted in all of the products we create, no matter if they are used inside the home or in the classroom with teachers.”

Keeping with the hands-on philosophy, Osmo makes educational games that combine digital gameplay with tangible game pieces. “Math is a critical life skill and is crucial to understanding other STEM subjects,” says Pramod Sharma, CEO of Osmo. “Many math concepts tend to be abstract and hard to grasp, which makes many students and parents anxious about math.”

balance by navigating challenges, such as thunderstorms and high winds. The fourth and newest game in the series, Math Wizard and the Enchanted World Games, includes food-themed pieces that players can use to create power smoothies and meals to help athletes win trophies. Kids must use math concepts to create the right blend of magic ingredients across various competitions.

Designed for kids ages 6-8, the first two titles of the Math Wizard series teach kids the foundations of addition, subtraction, and measurement standards, while the third and fourth titles dive into multiplication and division, building equations, algebraic thinking, and analytical skills.

Targeted hints are built into the games to help struggling learners remain engaged to find a correct answer on their own. “By having kids learn math concepts through interactive stories, narratives, and handson games, they are able to experience it as a positive activity versus seeing it as a chore, task, or test,” Sharma says.

Similarly, Thames & Kosmos recently expanded its Kids First collection with Kids First Math, the toy manufacturer’s first series with a primary focus on math. There are nine kits in the Kids First Math line, each featuring a specific type of hands-on The Math Wizard games encourage kids to solve problems on their own to build math confidence. | Source: Osmo manipulative item — such as linking cubes, The company offers many mathtangram shapes, and abacus stacking themed sets, including the curricublocks — that give kids a tangible tool to lum-inspired Math Wizard series, that help visualize the math concepts they’re reinforce learning through physical-digilearning about. “The colorful, physital interactions. Kids can play the games cal tools are not only visually exciting, on iPad or Fire tablets using the physical but also the activities included offer an pieces included in the box sets to help engaging way to learn about concepts build math confidence and solve problike decimals, sequencing, and geometry lems on their own through hands-on, ad— topics that don’t always immediately venture-driven games. For example, the appeal to kids,” says Thames & Kosmos’ new Math Wizard and the Amazing AirMarketing Manager Lili DeSisto. ships game includes a magical-themed “This addition is something we’ve board and ship, cargo, and balloon wanted to do for a while, and the events pieces. Players will use math skills to of the past year showed us that now build and design airships that deliver is the time that our customers — kids, packages to islands around a port. Kids parents, and teachers — need it most,” can learn concepts of weight, lift, and DeSisto says.

ENHANCING REMOTE LEARNING Learning Resources was quick to respond to pandemic-related school closures in March 2020 by launching a free digital library of activities, workbooks, games, and other resources for families to supplement their kids’ learning experiences. The company conducted its own back-to-school survey with parents last year, and one of the top subjects moms expressed concern for was math, according to Learning Resources’ Chief Marketing Officer Marie LaPlante. “The free online resources make this area of learning more accessible to non-teachers who are trying to help their own kids at home,” LaPlante says. Some of the printable activities include a Summer Brain Gain Strawberry Subtraction worksheet, a Counting Cookies game, and a Learn About Numbers activity book.

Parents who already own Learning Resources products can also use the online library for ideas on how to incorporate those toys into their kids’ education to keep them on track academically and to extend the longevity of the toys. For example, parents who own the Penguins on Ice Math Activity Set can refer to the “AtHome Activities” guide online for prompts that guide kids to use the toy to practice number patterns, skip-counting, and more than/less than concepts. Kids can use the penguins and ice bars included in the set to complete the math activities.

Not all kids learn the same way, but with more than 100 math-related toys, Learning Resources ensures there is something for every kid to understand math, no matter their age. “Even toddlers can learn basic math, such as numerical recognition and counting, through play because we know early confidence in math leads to greater STEM skills later on,” LaPlante says. Little ones can learn the basics of counting with Spike the Fine Motor Hedgehog or the Calculator Cash Register, while older kids can use the MathLink Cube activity sets to add more power to complex math lessons.

Learning Resources also made it a point to fast-track items that will help parents supplement at-home learning and help catch kids up, such as the newly launched Skill Builders line, according to LaPlante. The line will feature different activity sets for various age groups, including a set that focuses on math skills.

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REAL-WORLD CONNECTIONS Kert Guna designed Trigmate last year after noticing the impact school closures were having on students. With two daughters of his own, Guna wanted to create an interactive learning tool that would help students build strong foundations in math and retain critical STEM concepts by exploring how the subject is connected to the world around us. He worked with teachers to help align the product with what kids ages 9 and up are

Trigmate helps kids visualize math concepts by using their surroundings. | Source: Trigmate

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typically learning in U.S. classrooms.

Trigmate is a device that breaks down complex math concepts, such as trigonometry, geometry, and experimental design, through activities and real-world applications that encourage kids to visualize math concepts by looking at the world around them. Kids can use Trigmate to measure angles, lengths, distances, time, constellations, and more by interacting with their everyday surroundings. It also features an astrolabe that kids can use to measure the sun and stars, and includes small attachments and accessories for kids to set up experiments through gameplay, like turning it into a catapult for projectiles. It comes with handbook activities that feature different projects and challenges for different age groups, including high schoolers.

“As a parent, I noticed that teachers started leveraging more off-the-shelf platforms and tutorials for math — and some are really not time-tested or proven,” Guna says.

“Math has been a challenging subject for kids for a long time because

of the pace at which it’s taught and the techniques. On top of that, you add the pandemic into the mix, and teachers were forced to quickly adjust using existing tools and online courses that may or may not be effective for kids. We need more hands-on, tangible, physical items that kids can use to apply math.”

Whether parents choose to send their kids back to school in person or continue their home-school journey as we head into our second year of the pandemic, math toys can help make a difficult topic easier for everyone involved. Plus, with students about to take their summer breaks, there is even more of a reason for math toys to step into the STEM spotlight to prevent kids from falling further behind.

The steady stream of new math products will help get students back on track and strengthen learning through play. » Jackie Cucco is a senior editor at Adventure Media & Events. She covers toy trends and entertainment news for the Toy Book, the Toy Insider, and the Pop Insider.

You can visit her on Instagram @saucyjac and say hello to her pet bunny Peepers @thebigpeep.

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Kids can learn while they play with a selection of STEM toys for all interests, including circuitry, anatomy, sustainability, and more.

PLAYMONSTER’s Science4You Green Science kit teaches kids ages 6 and up about sustainability through experiments that require recycled materials. Kids can build a paddle boat out of a juice or milk carton to learn about hydropower; make a parachute to learn about plastic polluting marine ecosystems; build a solar oven to learn about renewable energies; and more.

The plastic-free kit includes 48 components for more than 15 projects, including real green bean and watercress seeds, biodegradable flower pots, and a bag of soil to help kids plant them.

Kids ages 5 and up can learn about anatomy and digestion with the Squishy Human Body kit from SMARTLAB TOYS. The kit includes a 12-inch, clear plastic model of the human body with a stand; nine squishy organs; 12 plastic bones and muscles; forceps; tweezers; a body part organizer mat; and a 24-page, illustrated anatomy book. The standard kit is available now and a Big Ultimate version will launch in October.

Kids ages 10 and up can build robots powered by solar energy with the 190-piece Discovery #Mindblown STEM Solar Robot Creation Kit from DISCOVERY. The kit includes blueprints that kids can follow to build 12 different styles of robots and a solar panel that powers the positive and negative cables to serve as the motorized foundation for each robot model.

The different robots can walk, crawl, roll, or float on water.

Snap Circuits MyHome Plus from ELENCO teaches kids about the fundamentals of electricity and green energy in a hands-on way. Kids ages 8 and up can learn about fuses, circuit breakers, solar power, wind power, motion detectors, and how power works in their home with more than 50 projects that incorporate electric circuits.

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Easy Electric Circuits from THAMES & KOSMOS includes more than 60 pieces that kids ages 8 and up can use to conduct 15 simple circuit experiments and build five motorized mechanical devices. Builders can piece together the circuits by sliding the connectors together, and then sliding them apart when it’s time to build the next circuit.

Kids ages 8 and up can learn about pH, fluorescence, polymers, and other chemistry principles with BLUE MARBLE’s National Geographic Mega Science Series Amazing Reactions Chemistry Set. The kit includes materials that kids can use to conduct 15 color-changing and glow-in-the-dark science experiments, as well as other projects they can do with common household items. This kit also includes safety glasses, gloves, a spill-proof tray to complete the experiments on, and a cleaning brush.

Kids ages 5 and up can collect insects and place them inside the Buggy Light from FAT BRAIN TOYS. The container features holes to provide the bugs with air, the lid doubles as a magnifying glass, and a light shines from the base to illuminate the details of the insects. Kids can use the controls to adjust the brightness, scroll through a rainbow of colors, or set it to cycle through different colors on its own.

Spike the Fine Motor Hedgehog Puzzle Playmate from LEARNING RESOURCES is a two-in-one shape sorter and puzzle.

Toddlers ages 18 months and up can play in two ways: by sorting and matching the shape pieces or by popping the numbered quills in and out of their slots to practice fine motor and early logic skills, as well as shape, color, and number recognition.

THE LEARNING JOURNEY’s Play It! 123 Treasure Hunt is a 2-4 player game that helps reinforce counting and number recognition skills. Kids ages 3 and up must take turns drawing game cards and solving equations to guide their truck through the underground maze based on the number of spaces shown on the card. Players will hitch a ride forward if they land on a chain wench or slide back if they land on a mudslide. The first player to reach the treasure wins the game.

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With the Circuit Blox Build Your Own Bubble Machine from E-BLOX, kids ages 5 and up can build a machine that generates a continuous stream of bubbles. The built circuit features a geared motor that rotates a saucer to collect bubble solution and spins a fan to blow the bubbles. The bubble solution is included.

The Rainbow Fraction Measuring Cups set from HAND2MIND includes nine transparent, color-coded cups, an activity guide, and a storage container. Kids ages 3 and up can use the cups to measure, compare volumes and capacity, and experiment with fractional relationships to learn about math concepts.

OSMO expands its Math Wizard learning series with two new additions available for iPad and Fire tablets. Math Wizard and the Amazing Airships features two games that focus on mathematical thinking. The set includes a magical-themed board, 16 ship pieces, 16 cargo pieces, and 12 balloon pieces. Kids can use math skills and Rupert’s magical wrench to deliver packages, balance objects so they can fly, and navigate challenges like thunderstorms and high winds. Math Wizard and the Enchanted World Games features two games that teach the foundations of multiplication and critical thinking. The set includes a lunchbox-themed mat, 27 fruit and veggie pieces, a juice mat, 12 fruit strips, and a magical token.

Players can use math skills to create power smoothies and meals for athletes across various competitions.

The Young Scientists Club Extreme Chemistry Lab from HORIZON GROUP USA is an interactive kit featuring 30 hands-on science experiments that use actual chemistry tools and compounds. Kids ages 12 and up can test and identify acids, bases, and pH levels using litmus paper, test tubes, and a pH scale; explore and create polymers; learn the science behind gases, bubbles, and fizz; build an exploding volcano; and more.

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TALKIN’ TOYS

BLUE MARBLE MOVES TOWARD MORE SUSTAINABLE STEM TOYS The Toy Book caught up with Blue Marble’s Director of Sales Aaron Thompson to discuss the company’s mission and how it sets itself apart in the STEM category.

Toy Book: Blue Marble’s science kits stand out from others in the category because they come with everything kids need to conduct the experiments.

What benefits and drawbacks does that present as the manufacturer?

Aaron Thompson: The STEM category is rampant with empty promises and poor reviews. Look for yourself and you will see consumers leaving negative reviews day in and day out. We believe in delivering an authentic experience that makes kids want to come back again and again.

The upside [of providing all materials needed for experiments] is that we have fantastic reviews and excellent repeat business. The downside is that it costs us a little more, but we don’t believe in selling plastic by the pound.

TB: What accomplishments has Blue Marble achieved in the past year?

AT: We account for 96% of all of National Geographic’s positive reviews. We have given more than 10,000 toys to charity and have won numerous awards for innovation and creativity.

We have removed the use of plastics in some of our packaging. Most

importantly, last year we rebranded ourselves as Blue Marble (formerly JMW Sales) and believe in creating purposeful products that foster a love of learning and inspire parents to raise thoughtful and confident kids!

TB: What approach did you take in removing plastics from your packaging?

AT: We removed more than 95% of the plastic from our product packaging.

Specifically, we eliminated all clamshell impulse packaging and also switched all of our PVC trays to recycled paper trays.

We continue to look to do more as technology continues to evolve. We are working with numerous companies at the forefront of sustainable packaging so that we can become early adopters of the new solutions.

TB: How did the ongoing COVID-19 pandemic shape Blue Marble’s business last year?

AT: The pandemic made the STEM category boom with the largest growth rate outside of puzzles and games. Sales were off the charts.

TB: Last year, you told us that it was

the year of chemistry. What is the major STEM trend this year?

AT: There are so many new products coming from Blue Marble that it’s hard to call out just one sub-category. With that said, I think we will make a big splash in the science of arts and crafts.

TB: Tell us about your partnerships with National Geographic and Discover with Dr. Cool. What sets the brands apart from each other?

AT: Dr. Cool is the genesis of our company and it’s how we came to be the largest seller of National Geographic Science toys in the market today. National Geographic is the most trusted brand in the STEM category and has 98% brand recognition. There simply is no better, well-known science brand on the shelf today.

TB: Blue Marble offers a large variety of science labs, dig kits, and more.

Why is it important for the company to have so many different types of STEM products available?

AT: STEM is a category that has much more reach than others. National Geographic offers so much from a historical, cultural, and scientific nature — it almost demands that we focus on a very broad range of products.

TB: What’s next for Blue Marble as a company?

AT: We want to be the gold standard in STEM. Simply put, we want to deliver innovation and a five-star experience in every product we sell, and we want to do it in a way that impacts the environment in the least possible way. » The National Geographic Backyard Safari Kit is one of the new products being made with sustainable packaging.

Source: Blue Marble

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Current, Pier 59, New York City September 22, 2021 Hosted by the Toy Insider and the Pop Insider

NEARLY SOLD OUT! Don’t miss the opportunity to put your toys in front of VIP press just in time for the holidays!

On Sept. 22, we’re gearing up to be back in person in New York City!

We know you want Holiday of Play to be in-person this year.

We hear you! Following all CDC guidelines for a safe and healthy event, the Toy Insider will host its hot holiday toy preview at Current, at Pier 59 in New York City!

Showcase your hottest toys for the 2021 holiday season to the most elite members of the press just in time for the holidays!

Limited space is still available but time is running out.

Visit toyinsider.com/events for more info!

Contact us today to secure your space!

Contact Jackie Breyer, jackie@toyinsider.com James Devin, jd@toyinsider.com Stephanie Infantino, stephanie@popinsider.com

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REINVENTING Game the

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How the COVID-19 Pandemic Reshaped Board Game Development

by MADELEINE BUCKLEY, associate editor IT’S THE SUMMER OF 2020 AND, IN the midst of the ongoing COVID-19 pandemic, a masked Funko Games employee approaches a play tester’s front porch clutching a box labeled “prototype.” She keeps her distance and passes it off to a family, who eagerly accepts their latest assignment. Later, the play testers set up the game to try it out, while the game’s producers observe virtually as a carefully placed webcam broadcasts the gameplay from the testers’ living room to the Funko Games team over Zoom.

This became the reality of developing board games following the onset of the pandemic last spring. Board game creators — like nearly every other company in the toy industry and beyond — faced a host of new challenges and changes as a direct result of the global health crisis.

The greatest challenge emerged with play testing, a process that usually involves bringing groups of strangers into the office to play and give feedback on new games. As lockdowns and social distancing protocols made that impossible, companies such as Funko Games, Buffalo Games, and Ravensburger North America had to find alternate ways to test their new titles — from outdoor, backyard play testing and video calls to creating virtual prototypes for players to test using platforms like TableTop Simulator.

Putting the brakes on standard play testing isn’t the only way that the pandemic influenced the board game industry. On the more positive end of the spectrum, the direct sales impact was significant, as families turned to

board games for at-home entertainment during the height of stay-at-home orders.

According to The NPD Group, the games category grew 29% last year.

Florian Baldenhofer, executive vice president of Ravensburger North America, says the popularity of board games during the pandemic can be attributed to the specific experience they can offer.

“Games have provided families with a way to connect with one another and enhance their togetherness while staying at home ...” he says. “On the flip side, games can also provide a great way to disconnect from the realities of the pandemic by allowing players to dive into an immersive story and take a short break — be it 30 minutes or several hours — from daily life.”

The widespread use of games as an escape and a means of entertainment is not unprecedented, according to David Blanchard, vice president of business development at Grand Prix International (GPI), a company that offers design and development, manufacturing, and product sourcing services to board game publishers. He likens the pandemic-induced sales increase to the 2008 financial crisis, when families sought affordable entertainment in place of pricier vacations.

“I think we witnessed that again this year as families turned to tabletop games to provide some distraction from the monotony of quarantine life,” he says. “I also have a hunch that, with so many great games on the market right now, a number of consumers probably ended up buying a game that maybe

they wouldn’t have bought under regular circumstances, had a great time playing it, and ended up seeking out similar games or other games from that publisher as our daily uncertainty dragged on.”

That daily uncertainty impacted not only the consumers who were playing board games, but also the companies that were developing new games for this year. The uncertainty of what 2021 would bring meant that game developers — who typically work on a long lead time — had to prepare for both a continuation of stay-at-home orders and for a reopened, vaccinated country.

This timely party game already happened to be in production when the pandemic started.

Source: Buffalo Games

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The low player count for Marvel Battleworld was a lucky coincidence. For ESPN Trivia Night, it was far more intentional. | Source: Funko Games

One of the ways this challenge manifested was in determining player counts.

Throughout the pandemic, games with low player counts became a sought-after commodity as game nights with friends and extended family became unsafe.

Another popular option was games that consumers could play on video calls, so households could connect from afar.

Some companies, including Ravensburger with its Villainous line, offered modified rules for how to play their existing games virtually.

Deirdre Cross, vice president of sales, marketing, and business development at Funko Games, recalls being in the process of greenlighting the company’s 2021 product line at the same time that nationwide lockdowns were starting.

“At that time, we were really looking at things like, what is the lowest player count they can be played with? And if they need a lot of people, can they be teams? Or how do we build something that you can play over Zoom?” she says.

“Without knowing how long [the pandemic] would go on for, how adaptable is the product? That is a lens that we used quite a bit.”

Cross says that the Funko Games team got lucky at the start of the pandemic, having just launched two games — Five Nights at Freddy’s Survive ‘Til 6 a.m. and Marvel Battleworld: Mystery of the Thanostones — that required a minimum of just one player. For this year, Funko and other game companies had to strike a balance, knowing that consumers will be seeking games for larger groups when it becomes safe to gather again.

Funko Games’ new ESPN Trivia Night game, for example, can accommodate as

few as two but as many as 10 players.

Ravensburger also developed games for both an at-home and post-pandemic audience, Baldenhofer says. A single player (or up to five) can play the upcoming Alien: Fate of the Nostromo game, while this summer’s Taco Bell Party Pack Card Game is designed for as few as two, but as many as six players. However, Baldenhofer says that Taco Bell — a light-hearted party game — was really designed for the time when people can socialize in person again.

“Games can also provide a great way to disconnect from the realities of the pandemic by allowing players to dive into an immersive story and take a short break ...”

— Florian Baldenhofer, Ravensburger North America

In addition to guiding player counts, the pandemic also influenced some of the game content for this year. Funko Games’ new lineup — especially in its titles for kids — have a lot of what Cross calls “out of your seat” games, which get players up and moving after days spent in front of screens. One example is the Disney Pixar Toy Story Talent Show Game, in which players compete to complete short, physical challenges inspired by the

popular franchise.

Board games often take inspiration from current trends, so it also seems inevitable that games specifically inspired by the pandemic era started to arrive on retail shelves. Perhaps the first game to do so is Buffalo Games’ You’re On Mute, which shares its name with a phrase that has become ubiquitous in a year of endless video calls. In the game, players try to get teammates to guess clues while holding a large, video conference-inspired magnifier in front of their mouths.

According to Buffalo Games’ Director of Product Design John Bell, he and his team happened to be working on the concept for You’re On Mute before the pandemic started. “When life went virtual, we had that ‘Is that your chocolate in my peanut butter, or your peanut butter in my chocolate?’ moment as we found ourselves on screen literally saying, ‘You’re on mute’ to one another while developing,” Bell says. “We knew we had our hook for this absurd social party game, and it allowed us to laugh at our new normal.”

However, as more people in the U.S. get vaccinated, the end of that “new normal” is almost in sight, and game companies are looking forward to resuming some of their pre-pandemic procedures following a year of challenges and uncertainty. “We are very anxious to be back together again, rolling the dice and spinning the spinners,” Cross says.

Yet, the pandemic will continue to impact the development of board games in both short- and long-term ways. Funko Games plans to continue using online simulators to help save time during the play testing process, Bell says that the pandemic pushed the Buffalo Games team to innovate and create in a way that has him optimistic for the future, and Blanchard anticipates that an especially impressive wave of board games is on the way.

“I’m a firm believer that challenges and restrictions are ultimately a good thing for any creative process,” Blanchard says. “I’m sure that many of the developers out there have learned a thing or two from the circumstances of the past year, and I’m willing to bet that we’re going to see some fantastic new games later this year and next year born out of those restrictions from 2020.” » toybook.com | JUNE 2021 | THE TOY BOOK 29

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From high-pressure competition and advanced strategy to cooperative play and silly challenges, games offer an incredibly diverse range of ways to play and make memories. As families continue to look for ways to spend time together safely at home, these games are great screenfree options.

MINDWARE Players ages 3 and up compete to top their banana splits with the most ice cream scoops in With a Cherry on Top from Mindware’s Peaceable Kingdom brand. In this counting game, players roll the dice, gather the right number of scoops, and enjoy scratch-and-sniff cherries to place on top. The game also introduces light strategy skills.

RAVENSBURGER In Taco Bell Party Pack Card Game from Ravensburger, players ages 8 and up gather tacos and other Taco Bell menu items to feed their crew.

They must also pay attention to the crew’s specific cravings to earn crave chips. The player who collects the most points wins the game, which comes in Taco Bell-inspired packaging.

FUNKO GAMES Kids ages 6 and up can show off their skills in the Disney Pixar Toy Story Talent Show Game from Funko Games. Players collect prize tickets for performing talents and playing out their cards. They may have to balance, toss, rope, roll, and more using the included Toy Story-themed accessories.

BIG G CREATIVE You’ve come to an untimely end, and your restless spirit won’t be calm until you solve your own demise from the great beyond in the game Ghosted from Big G Creative. Players ages 10 and up must identify a motive, a weapon, and a suspect in this who-done-it-style game.

ULTRAPRO ENTERTAINMENT Celebrate 40 years of an iconic video game with Frogger — The Board Game from UltraPro Entertainment.

Players ages 8 and up race their frogs across the river to get tasty flies before their opponents, all while avoiding hungry predators and other obstacles.

WINNING MOVES Words Over Easy from Winning Moves Games is an egg-inspired spelling game for kids ages 8 and up. Players drop the six egg-shaped letter cubes through a sorter, which labels each die as “good” or “rotten.” Then, players select a category card, start the timer, and try to come up with as many words as they can for that category, using all of the good egg letters and none of the rotten ones.

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WHAT DO YOU MEME?

THE OP

Players ages 14 and up are in for some high-pressure play with Pop Under Pressure from What Do You Meme? In the game, an inflating balloon serves as the timer. Each round, players get a letter and must come up with something that starts with that letter for each of 12 categories before the balloon pops.

Players compete to be the first to spot the single match between two cards in each round of Spot It! SpongeBob SquarePants from The Op. This licensed version of the Spot It! matching game is designed for kids ages 7 and up and features images of Bikini Bottom characters and items, including SpongeBob, Patrick, Squidward, the Krabby Patty, and Gary the Snail.

TOMY

GOLIATH GAMES In Beware of the Bear from Goliath Games, players ages 4 and up take turns rolling the die, taking goodies, and poking the bear. Players work to build up their pile of treats before the bear wakes up. If the bear wakes up when poked, he will fly into the air.

BUFFALO GAMES Summer Camp from Buffalo Games is a campthemed, competitive deck-building game for players ages 10 and up. Each player has their own deck of cards and will race to earn merit badges and collect the most experience points.

Players can choose three of six camp activities to play in each round. Gameplay will be different each round based on the combination of activities.

In Articulate from TOMY, players ages 12 and up team up and take turns describing as many cards as possible in 30 seconds without saying the word that’s on the card. Players cannot say what the word sounds like or rhymes with, either. The first team to move all the way around the board wins the game.

EXPLODING KITTENS A Little Wordy from Exploding Kittens is a tile-unscrambling game designed for two players ages 10 and up. Players assemble a word from a set of tiles, then keep that word to themselves.

Both players attempt to decipher each other’s secret word by paying for clues and hints with berry tokens. The player with the most berry tokens at the end wins the game.

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Life DURING the COVID-19 era reinvigorated the jigsaw puzzles category, with sales increasing 31% in 2020, according to the NPD Group. This year, new puzzles are on the way for jigsaw enthusiasts of all ages. Puzzlers will enjoy new titles featuring special effects, some of their favorite pop culture characters, and even mouth-watering food displays.

THE MAGIC PUZZLE CO. KESS KESS brings new additions to its de.bored puzzle line this fall, including the Panorama Collectible Puzzles. Sold separately, each of the three numbered puzzles combine to create a larger, panorama-style image. Each puzzle is also a complete image and can be enjoyed by puzzlers on their own.

The de.bored puzzles are designed for puzzle enthusiasts ages 8 and up.

Magic Puzzles Series One from The Magic Puzzle Co. includes three 1,000-piece jigsaw puzzles with a magical surprise at the end. Each puzzle features original artwork from a variety of artists, tiny details on each piece for a more engaging puzzle experience, and more than 50 Easter eggs for puzzlers to discover. They are made from super-premium puzzle stock and have no puzzle dust. Sold separately, puzzlers can choose from The Happy Isles by Sarah Becan, The Mystic Maze by Boya Sun, or The Sunny City by Felici Chiao.

Launched last year, Magic Puzzles are the most-backed and highest-funded puzzles ever on Kickstarter, with $3 million raised from more than 60,000 backers around the world. Series One is now available at Amazon and Target.

CLOUDBERRIES UK-based puzzle company Cloudberries recently launched two 500-piece, 3D puzzles designed by illustrator and artist Brad Albright. Available in two themes — dinosaurs and space — the 3D puzzles each include two pairs of retro, anaglyph glasses that give the completed puzzles an eye-popping, 3D effect.

Cloudberries puzzles are made with recycled, sustainably sourced paper and cardboard, and each includes a full-size poster.

Plus, the company plants a tree for every jigsaw puzzle that is sold.

RAVENSBURGER Ravensburger is adding a kids’ version to its Escape Puzzle series, which combines the fun of puzzling and thrill of “escape-the-room-style” games.

The new 368-piece puzzles feature engaging images and riddles for kids ages 9 and up to solve.

Three themes are available: Museum Mysteries, Jungle Journey, and Amusement Park Plight.

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WREBBIT 3D Wrebbit 3D introduces the Friends — Central Perk Wrebbit 3D Jigsaw Puzzle.

Friends fans ages 14 and up can relive the fun of the iconic sitcom while they build up a 3D version of Central Perk using 440 foam-backed pieces. The puzzle features high-quality illustrations of the famous coffee shop, Monica’s apartment, and the show’s six main characters. Fans can also discover numerous hidden references to some of the most iconic episodes of the ’90s TV series.

AQUARIUS Aquarius’ range of officially licensed puzzles grows this year with new offerings in unique shapes and intense piece counts.

The Hobbit 3,000-Piece Jigsaw Puzzle features 13 dwarves, a wizard, and a very unsuspecting hobbit on an unexpected journey through Middle-earth. The massive puzzle measures 32 inches high by 45 inches wide once complete.

DC Comics Justice League 1,000-Piece Slim Puzzle is a landscape-style puzzle that features Superman, Batman, Wonder Woman, Aquaman, Green Lantern, The Flash, and Martian Manhunter.

The extra-long puzzle measures 12 inches high by 36 inches long once finished.

Each Aquarius puzzle utilizes a precision-cutting technique to ensure a perfect fit for all of the pieces, with virtually no puzzle dust left behind. The puzzles are made from glare-free, thick-quality paper.

THE OP BUFFALO GAMES Buffalo Games’ puzzle lineup gets a super upgrade this year with new titles featuring Marvel superheroes.

For puzzlers ages 10 and up, the Marvel Black Widow 500-Piece Jigsaw Puzzle is inspired by a movie poster for the upcoming Black Widow film. The image features Natasha Romanoff in front with the Red Guardian, Iron Maiden, The Agent, and Yelena Belova behind her.

For puzzlers ages 8 and up, the Marvel Spider-Man Web Spinning 400-Piece Family Jigsaw Puzzle features Spider-Man, Ghost-Spider, Miles Morales, and Spider-Girl Anya Corazon as they practice their web-spinning skills. This jigsaw puzzle is part of Buffalo Games’ Family Puzzle collection and features both big and small puzzle pieces, making it easier for the whole family to puzzle together.

Every Buffalo Games jigsaw puzzle is manufactured from recycled puzzle board. The company uses a precision-cutting technique that guarantees that every piece will fit soundly with the company’s signature Perfect Snap.

The Op recently brought fan-favorite Nintendo video games from the screen to the tabletop with a variety of new 1,000-piece jigsaw puzzles, designed for kids ages 8 and up.

Puzzlers can jump into the sunny season with Animal Crossing: New Horizons “Summer Fun,” which features villagers Bud, O’Hare, Francine, and more. In the image, the villagers are going about their daily activities, including collecting bugs, playing on the beach, and more. Additional new Nintendo Licensed titles feature characters from Super Mario and The Legend of Zelda.

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CRA-Z-ART Cra-Z-Art is set to launch a new line of puzzles featuring the creations of celebrity chef Dennis Prescott, from Netflix’s Restaurants on the Edge.

The collection includes six puzzles, each featuring a top-down image of a food spread. Puzzle enthusiasts can choose from Burger Party, So Good Sushi, Pasta Goodness, Cheese and Charcuterie Happiness, Summer Vibes Seafood, and Toast Love.

SPIN MASTER Each Food & Beverage Multipack from Spin Master contains four 500-piece puzzles in one box. The puzzles feature collages of nostalgic advertisements, packaging, and iconic images from each food brand throughout the years.

Puzzlers can assemble each puzzle on their own, or complete them all and put them together to create a bowl brimming with cereal or a glass of soda. The multipacks will be available in three styles: Kellogg’s, Pepsi, and Hershey’s.

MASTERPIECES Masterpieces is answering consumers’ increased appetite for puzzles with a new collection called Good Eats. Each 550-piece puzzle features a collage of brilliant, neon lights and delicious dining spots. Puzzlers can choose from or collect four titles: Viva Italia, Late Night Grub, En El Barrio, and BBQ & Blues. The puzzles are all made from thick, recycled puzzle board and randomcut pieces.

NEW YORK PUZZLE CO. This fall, New York Puzzle Co. is adding two new puzzles to its collection of Gourmet Vintage Magazine Covers: Pumpkin Soup and French Onion Soup. Puzzlers can cozy up with these madein-the-U.S., 500-piece jigsaw puzzles, which feature original artwork by Henry Stahlhut. They each feature a linen-style finish that reduces glare.

AREAWARE This July, gift and home accessories company Areaware will introduce a new collection of little puzzle thing jigsaws: Cookout. Designed for puzzlers ages 6 and up, each little puzzle thing jigsaw includes roughly 70 pieces.

These miniature puzzles can be completed in just under an hour. Each series is a timed edition and is printed in limited quantities.

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LUKI LAB

Construction toys are the epitome of everything parents love about classic play: They encourage imaginative, open-ended play; are largely screen-free; and keep kids busy for hours. Whether they’re building with magnets, classic bricks, or a variety of new and innovative materials, kids are sure to build up the fun with these new toys!

ELENCO Elenco introduces My First Engineering, a line of construction sets designed to help teach introductory engineering skills to kids ages 3 and up. The sets include a pirate ship, a farm tractor, a Ferris wheel, and the Zip Zap Drop. Each set includes a buildable electric screwdriver that kids will use to build the rest of the set. Then, the electric screwdriver base powers the build and sets them in motion.

PLAYMONSTER PlayMonster expands its Snap Ships collection with the Claymore CR-76 Combat Transport. After kids build up this ship, they can rotate the back bay door to press the button that quickly releases the mini-mech for ground battle. The front bay doors also open to reveal working mech bays. Designed for kids ages 8 and up, Snap Ships is a versatile building system that features pieces that are interchangeable across the full line.

MAGFORMERS With the Magformers Camping Adventure Set, kids can build up their own summer camp experience. Using the magnetic Magformers squares and triangles, kids can construct campfires, tents, and more. They can also use the included Mason and Mutt figures to engage in imaginative play and storytelling. This set is designed for kids ages 3 and up.

Luki Lab’s Pinxies collection is a STEM-authenticated line of creative building sets designed for kids ages 6 and up. The Pinxies Fairy Treehouse is new to the line this year. Kids can engage in imaginative play with this set featuring Flora and her forest friends, as well as more than 180 building pieces. The Pinxies line inspires storytelling and imaginative exploration, while also offering an educational play experience.

FLYCATCHER This fall, Flycatcher will introduce smART STIX, a new line with which kids ages 8 and up can engineer their own projects using bendable aluminum rods and smART connectors. The smART STIX Engineer Kit comes with everything kids need to build three designs right out of the box. After choosing a blueprint from the free smART STIX app, they can use the included workbench to measure and cut the exact size and number of aluminum rods they need, bend those rods into shapes, and connect them to build the design. Additional rods and connectors are sold separately.

MATTEL Toddlers can build with the 15 blocks included in the Mega Bloks Jammy Stackers T-Rex set from Mattel. They can stack the blocks directly on top of the T. rex’s head to hear a few sounds, or push the T. rex to hear more sounds as it rolls. When they leave the T. rex idle, an additional eighth sound will play. When playtime is over, kids can store the blocks inside the T. rex for easy cleanup.

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GOLIATH

HEXBUG This year, HEXBUG introduces HEXMODS, a line of customizable, hobby-grade R/C model cars. Thanks to the cars’ modular construction, builders can swap hardware like spoilers, side skirts, hoods, and suspensions to make cars that speed up to 30 feet per second (20 mph).

The Pro Racer Pack is a larger bundle that includes a wider assortment of modifications and more performance upgrades.

Designed for kids ages 14 and up, the full HEXMODS line will be available in the fall.

Goliath introduces Reaxion, a new line of construction kits that mix building and dominos play patterns. Kids can attach, create, and build any trick or stunt they want to into their Reaxion build and then watch the results. These sets encourage creative engineering skills and open-ended play as kids go through trial-and-error tests to see what happens. Reaxion will be available this fall.

PLUS-PLUS Kids ages 5 and up can take their Plus-Plus pieces and baseplates on the go with the new Plus-Plus Travel Case. This case features 100 Plus-Plus pieces, a white baseplate, and a durable, fabric exterior.

The case itself is rugged and has a handle to carry it around.

GEOMAGWORLD This year, Geomagworld overhauls its Mechanics Motion range with three new items varying from 35-160 pieces: Mechanics Motion Compass and two Mechanics Motion Magnetic Gears sets. The new Easy Combo System makes all of the Mechanics Motion sets fully interchangeable and compatible. This full range will be made with up to 100% recycled plastics.

THAMES & KOSMOS Thames & Kosmos invites kids ages 6 and up to innovate this summer with the Candy Claw Machine — Arcade Game Maker Lab. Kids will build a working model of a classic claw machine and then use it to collect small objects. They can choose from three different claw shapes and find the one that works best to pick up a particular candy or prize. Plus, they’ll learn how the gears, levers, belts, screws, hydraulics, linkages, cranks, and claws all work together to make the machine move.

LEGO Kids can build up epic adventures with the LEGO Marvel Shang-Chi Battle at the Ancient Village, which features a dragon and four mini-figures based on characters from Marvel Studios’ Shang-Chi and the Legend of the Ten Rings: Shang-Chi, Wenwu, Xialing, and Death Dealer.

The buildable, serpent-like dragon features an articulated body that twists and turns. Kids can also attach two mini-figures to the dragon’s water base, which they can also remove to continue battles on dry land. This 400-piece set is designed for kids ages 8 and up.

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Staycations and the desire to turn the backyard into a private oasis are reinventing how families play together. Pair that with innovative new toys and games, ride-ons, R/C vehicles, blasters, and some reinvented classics, and the neighborhood becomes a self-contained adventure park where fun knows no limits.

SPIN MASTER Families can float in the pool or the lake with the Swimways Spring Float and Recliner with Hyper Flate Valve. The fun happens faster than ever thanks to the Hyper Flate Valve, which enables inflation and deflation three times faster with no pump needed.

Kids can enjoy multilevel 360-degree play with the Rushing River Falls Water Play Table by Simplay3. The expandable, cascading water table has space for multiple kids to enjoy fill and spill play together. Adults can attach a garden hose to keep the water rushing through two tipping buckets and flowing channels for cause-and-effect STEM play.

The set comes with nine accessories, including toy boats, water pouring cups, and more.

FOAMO from Little Tikes is a portable foam machine that produces mountains of foam in minutes. Using water and a hypoallergenic foam solution, the machine can fill a 15-by-15-foot outdoor space in five minutes.

FOAMO comes with a storage tote that doubles as the solution bin, a foam blower, a pump, a stand, and enough solution to create foam for up to two hours.

Bouncy fun comes to the backyard with the H2OGO! Beach Bounce Kids Inflatable Water Park. Parents can inflate the giant bouncer in less than two minutes using the included blower. Kids ages 3 and up can jump, play, and slide into a giant splash pool and run through the included sprinkler that creates a wall of water.

DYNACRAFT

SIMPLAY3

MGA ENTERTAINMENT

BESTWAY

The Realtree 20-inch Bike from Dynacraft is a BMX-style bike that comes wrapped in Realtree’s signature camouflage pattern and features black-and-orange highlights. Kids ages 6 and up can cruise the neighborhood in style with front and rear pegs; caliper brakes for maximum stopping power; and a strong, steel frame.

JAKKS PACIFIC Kids ages 3 and up can bounce and play with the Weee-Do 2-in1 Ball Pit Bouncer from Jakks Pacific. The oversized inflatable bouncer is available in three character styles — Mickey Mouse, Minnie Mouse, and PAW Patrol — and features a safe bungee system with no metal coils. Kids can flip it over to play in a ball pit with the 50 included soft flex balls.

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SCHWINN A classic bike is back for a new generation with the Schwinn Krate EVO. The timeless Krate style from the 1970s gets an upgrade with a double-top tube frame, Sting-Rayinspired shapes, a racing bucket-style saddle seat, and a fully functional suspension fork. Designed for kids ages 4 and up, the bike includes the distinctive, dragster-inspired Slik rear tire and comes with removable, skate-style training wheels.

KID TRAX Retro style returns in a new range of Classic Pedal Cars from Kid Trax. Kids ages 3 and up can cruise the neighborhood in timeless style in durable steel pedal cars that feature real rubber tires, chrome hubcaps, and functional steering for a comfortable ride. Kids can choose from a classic Hot Rod, a Pink Convertible, a Firetruck, or a Police Car.

RADIO FLYER Kids ages 3-8 can enjoy hours of fun in the Backyard Bouncer from Radio Flyer. The bouncer includes a 6.5-by-6.5-foot bounce area with an extra grippy surface to avoid slipping, high mesh safety walls, and an extra-wide slide. Recommended for outdoor use only, the bouncer includes 8 anchors, 4 blower stakes, a carrying and storage bag, and an electric blower for fast and steady inflation.

ZURU Kids can fill and seal 100 water balloons in just 60 seconds with Crazy Bunch O Balloons by ZURU. The colorful balloons feature self-sealing, O-Ring technology and rapid-fill capabilities that will have families battling and splashing faster than ever. Crazy Bunch O Balloons are fully recyclable through TerraCycle.

ALEX GLOBAL PRODUCTS Alex Global Products’ Jarts is an aerodynamic reinvention of horseshoes. The classic backyard game is inspired by lawn darts, but is presented with a new design that features a built-in safety tip for family play. During each round, one player from each team stands in the “toss area” and alternates tossing their two colorful Jarts at the target ring. The first team or player to score 21 points wins.

NSI INTERNATIONAL NSI International introduces Laser X Micro B2 Blasters. These compact, 5-inch blasters feature light and sound effects that help players ages 6 and up turn the backyard into a laser tag arena.

Receivers are built into each blaster, so no vests are required. Families can blast each other at a range of up to 100 feet, and the Micro B2 Blasters are compatible with all other Laser X gear.

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KESS HYPER TOY CO. Kids ages 8-14 can turn the sidewalk into a race track with the Hyper Electric Drift Kart 24V from Hyper Toy Co. This kart features a top speed of 9 mph, a rear drift function, and a racing steering wheel atop a durable steel frame.

The classic hula hoop gets a sporty new look with the Duo Tone Light Up Hoop from Kess. The hoop features a proprietary shape designed to enhance tricks and patented V-grip technology for longer-lasting play. The inner lights provide enhanced visual effects.

NIKKO TOYS Kids ages 6 and up can tear up the terrain with the Rock CrushR R/C from Nikko Toys. The vehicle includes patented Auto-Expanding wheels and reticulating arms to grab and grip terrain. The Rock CrushR is powered by a built-in, USB, quick-charge battery and is ready to run straight out of the box.

PLAYMOBIL The Playmobil 1.2.3 Aqua Splish Splash Water Park includes three Playmobil figures, animals, and accessories that kids can use for adventures on a lazy river that they can power with a manual hand crank. The center pool in this colorful playset features calmer waters for relaxing play. The fun can get even bigger when combined with other playsets from the 1.2.3 Aqua line, including the Water Seesaw with Watering Can, Water Slide, and Duck Family.

MADD GEAR

HASBRO

The Madd Gear Drift Trike has a big wheel that kids ages 5 and up can use to drift and perform 360-degree spins. The trike includes a sturdy steel frame; a hand brake; a wide wheelbase; and a 16-inch, BMX-style front tire.

The Drift Trike is available in several colors, including the new for 2021 Neo Chrome finish.

Prehistoric fun comes to the backyard with the NERF Super Soaker DinoSquad Water Blaster from Hasbro. Kids ages 6 and up can unleash a stream of water from the mouth of a dinosaur inspired by the look of a Dilophosaurus.

The pump-action blaster features a built-in water tank.

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ANN WILLIAMS GROUP

Families continue to seek out new ways to keep kids entertained while spending time at home, and these activities take at-home fun to the next level. Creativity knows no bounds with new Do-it-yourself craft kits, art sets, and compounds that help kids’ imaginations soar.

BLUE MARBLE

Kids ages 8 and up can grow a glow-in-the-dark crystal and learn about geology with the National Geographic Jumbo Crystal Growing Kit from Blue Marble. The kit includes crystal growing powder and seed rock that kids can mix to watch a crystal take shape over the course of a few days. It also includes a wooden spoon, a magnifying glass, a fluorite specimen, and a learning guide.

CRAYOLA The Scribble Scrubbie Peculiar Pets Cloud Clubhouse from Crayola features colorful pets that kids ages 3 and up can personalize with the included markers. The playset also features a rainbow slide, a rainwater shower, and a cloud environment that doubles as a storage solution. Kids can wash the pets off with water to rinse the marker off and begin creating designs again. The set includes two new pets (Uni-Owl and Uni-Koala), three washable markers, a scrub brush, a water scoop, and a mirror.

Kids ages 6 and up can concoct colorful potions with the Craft-tastic Make Your Own Mermaid Potions set from Ann Williams Group. The craft kit includes a potion recipe book, a storage cabinet, nine plastic potion bottles with cork stoppers, two bowls, a spoon, a funnel, stickers, a necklace thread, and more. Once their potions are complete, kids can wear them as necklaces.

EDUCATIONAL INSIGHTS With Educational Insights’ PaperCraft Fashion Parade, kids ages 3 and up can color in paper dolls and design outfits for them. The travel-ready book includes 24 paper dolls, 160 outfits and accessories, and more than 200 color-in stickers.

Kids can stick and unstick the dolls and outfit stickers on walls, windows, and other surfaces.

LANDZO TOYS Quincy 1S from Landzo Toys is an interactive robot that helps kids ages 3 and up to get creative and draw through storytelling, lessons, step-by-step instructions, or freestyle doodling. The robot also features spelling games and math puzzles.

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CRA-Z-ART Kids ages 8 and up can design and create mess-free, tie-dye fashions with Cra-Z-Art’s Shimmer ’N Sparkle Deluxe Tie Dye Station. The kit includes all the tools kids need to create five different effects, such as rainbow bursts, spirals, stripes, and more. Kids can tie-dye their own shirts, tote bags, or accessories (not included).

HASBRO With Hasbro’s Play-Doh Dino Crew Growin’ Tall Bronto, kids ages 3 and up hatch a Brontosaurus figure out of the dinosaur egg playset, then fill the dinosaur with Play-Doh modeling compound and press its tail to make its neck grow.

The molds on the dinosaur and the egg feature shapes into which kids can press the PlayDoh to create Play-Doh flowers, leaves, and a necktie. The set includes two tools that kids can use to add spikes and bones to the dinosaur and two Play-Doh-filled dinosaur eggs.

ISCREAM Kids ages 12 and up can make real, edible slushies with Iscream’s ICEE Machine. After kids add water, ice, salt, and ICEE flavoring syrup (sold separately), the machine will make 1 liter of slushie in minutes. It’s simple to use and easy to clean.

MELISSA & DOUG Melissa & Doug’s Created by Me! Birdhouse Wooden Craft Kit comes with wooden panels, screws, four pots of paint, and a paintbrush that kids ages 5 and up can use to build and decorate a birdhouse.

It’s easy to assemble and kids can hang it outside after adding their personal touches.

BREYER WOWWEE WowWee’s Style Squad Hype Hair includes more than 250 flowers and jewels that kids can stamp into their hair instantly. Kids can also use the Hype Hair applicator to layer and restyle their looks.

When they are done styling, they can place the flowers in the included storage case to use again.

The Horse Family Paint & Play set from Breyer includes three Stablemates horse figures (a mare, a stallion, and a foal), three paint pots, and a paintbrush.

Kids ages 4 and up can paint the white animal figures in different colors. A unicorn set is also available.

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CANAL TOYS

HAND2MIND Kids ages 8 and up can build 10 STEM projects with hand2mind’s Craft Stick Creations. The kit includes 100 natural and 50 rainbow craft sticks, rubber bands, a craft cork, foam disks, wooden dowels, a foam ball, and marbles that kids can use to build a catapult, a craft-stick explosion, a Ferris wheel, and more.

HORIZON GROUP USA SLIMYGLOOP SLIMYSAND Stretchy Sand Art from Horizon Group USA includes a design tool, molds, and 10 ounces of pre-made SLIMYGLOOP SLIMYSAND in four different colors. Kids ages 3 and up can create stretchy sand art by packing and layering the SLIMYGLOOP SLIMYSAND, a compound that molds like sand and stretches like SLIMYGLOOP. The set is available in neon or glitter themes.

The Style 4 Ever DIY Lava Lamp kit from Canal Toys contains everything kids ages 8 and up need to build and customize a bubbling lava lamp. Kids can set up the metallic lamp base, insert batteries, and fill the clear lamp by adding colorful beads, colorant, confetti, glitter, and decorative inserts. The color-changing LED light illuminates the lamp. Kids can also decorate the lamp base with the included stickers.

CRAZY AARON’S Crazy Aaron’s Thinking Putty: Hide Inside! collection is available in three styles: Mixed Emotions, Jumbled Jungle, and Flower Finds. Kids ages 3 and up can stretch and squish the clear putties to search for six different emotions among the smiling faces, six animals within the jungle, or six critters hiding throughout the flowers.

WECOOL TOYS PURPLE LADYBUG Kids ages 4 and up can create artwork, signs, and other crafts with Purple Ladybug’s Scratch Art Combo by using the scratcher to etch away the black, matte surface of the paper and reveal the color underneath. The set includes four stylus-style scratchers, two stencils, nine sheets with gold backgrounds, nine sheets with silver holographic backgrounds, 18 sheets with rainbow backgrounds, and stickers.

Kids ages 4 and up can stretch and squish with the compound inside the Compound Kings Birthday Cake Batter Bucket from WeCool Toys. The bucket contains more than 2 pounds of a pink, strawberry-scented compound and sprinkle-like mix-ins that add color and texture.

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The ‘90s are calling and they want their collectibles back — for millions.

by JAMES ZAHN, deputy editor FIVE YEARS AGO, JUST AS THE streetwear market began to go mainstream, Detroit-based StockX launched as a resale platform to connect sneaker enthusiasts with sellers of hard-to-find kicks. The company quickly gained steam as it evolved into a fluid platform that the company says is “a marketplace for consumers of current culture.” In a bit of serendipitous timing, many StockX customers have also turned their attention to the collectibles space as certain brands are becoming just old enough to now have products of great value. The platform is just one place where a sophisticated, new generation of collectors is seeking fun investment opportunities.

“Brands are harkening back to early childhood memories and creating products that activate buyers’ sense of nostalgia,” says StockX Senior Economist Jesse Einhorn. “Whether it’s retro video games, LEGO sets, or Pokémon cards, many of the products performing well today have ties to the past.”

THE RETRO SCALE SLIDES CLOSER Traditionally, nostalgia runs about 30 years behind the present day. In the 1980s, there was a large obsession with the ‘50s that was solidified in the plot of Back to the Future. In the ‘90s, the Woodstock generation of the ‘60s was back in the spotlight. Now, we’re living in the right era that the ‘90s are having a resurgence, but in ways unlike any generation before it.

“We’ve seen a big uptick in anything from the ‘90s — Jurassic Park, Power Rangers, Dragon Ball Z, and beyond,” says Todd Jordan, owner of Kokomo Toys & Collectibles in Kokomo, Indiana. “A lot

of that generation is coming into money now that they have secure jobs and their own families.”

While Tamagotchi is back and Furby waits to knock off the cobwebs, one franchise born in the ‘90s has never gone away and is bigger than most people realize. And, as Jordan says, the socioeconomic position of its original fans has a lot to do with it.

“If you think secondary market values of rare, high-grade, vintage Pokémon cards are shocking now — just wait ...”

Jeremy Padawer, Jazwares “Pokémon is the largest selling retail brand of all time across all entertainment genres,” says Jeremy Padawer, executive vice president and partner at Jazwares.

“It’s the largest despite being around for only 25 years globally and just 22 in the U.S. Essentially, the 6-12-year-old consumer in 1999 is now 27-33 years old.

This consumer is just coming into money.

They are on their first or second job that actually pays reasonably. … [They have] never grown out of Pokémon and are coming into their own.”

GOTTA COLLECT AND FLIP ‘EM ALL Padawer, whose company produces Pokémon toys under license from The Pokémon Co. International, has come into the spotlight himself over the past

year due to the high-profile secondary market for Pokémon cards alongside other sports and trading cards. Padawer has been investing heavily in the market and has grown a large social media following by connecting with toy collectors and trading card enthusiasts.

“Pokémon as an investment-grade collectible absolutely exploded during the pandemic,” he says. “If you think secondary market values of rare, high-grade, vintage Pokémon cards are shocking now — with some individual cards approaching $500,000 to $1 million — just wait until these 27-33-year-old kids are 40-50 years old. The highest valued sports cards, currently, are worth more than $25 million each. It wouldn’t shock me to see a vintage Pokémon card eclipse the most valuable sports cards in the decades yet to come.”

At StockX, the average price of a PSA 10-graded Pokémon card is up 300% year-over-year. The amount spent on Pokémon products doubled between December 2020-January 2021, and then it doubled again between January and February. According to Einhorn, Pokémon now ranks among the top 10 biggest brands on the StockX marketplace based on monthly trades in March, even outpacing the major sneaker brands that the platform was originally built for.

“We’ve seen more than 5,000 trades of the 2020 Pokémon Champions Path Elite Trainer Box, which offers buyers a shot at pulling a rare and valuable Charizard card,” Einhorn says.

In February, eBay released its first-ever State of Trading Cards Report in an effort to crunch some extraordinary numbers. Unsurprisingly, Pokémon topped

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the charts with a 574% increase in total sales for the year. Basketball, baseball, Wizards of the Coast’s Magic: The Gathering, and football cards rounded out the top five.

“Last year saw an industry-wide surge in collecting and flipping trading cards due in large part to people staying home and finding new ways to spend their time, turning to cards while there was a lack of sports on TV,” says Nicole Colombo, general manager of collectibles and trading cards at eBay. eBay data shows that last year, Pokémon sales averaged five items per minute, with Star Wars close behind with four sales per minute.

More time at home, a lack of in-person gatherings, and an early pandemic stock market dip created a perfect storm, according to Padawer. And all of those ingredients managed to bring people together as they built wealth in new ways.

“The truth is that the collectible asset class has over-indexed returns on investment for more than a decade, and during quarantine this only accelerated,” he says. “So we embraced [online] collectible communities substituting for our physical communities and had a great ROI as a result.”

Within recent weeks, the surge in trading card interest has hit the mainstream as Target temporarily paused in-store sales due to customers fighting over the limited supply.

DROP IT LIKE IT’S HOT As the lines between toys and collectibles have blurred, some toymakers have started doing limited “drops’’ akin to sneakers and streetwear. Hasbro first teamed up with NTWRK to sell exclusive products directly to consumers during fan convention season in 2019, and the movement spiked last year with the Mattel Creations launch. In February, more than 30 brands took part in NTWRK’s Unboxed Virtual Toy Festival by offering products for an ultra-limited time.

“By leveraging scarcity, brands can create a sense of exclusivity and generate excitement around limited-run products,” Einhorn says. “We expect more and more brands to test this out, and to combine

Pokémon Cards, video games, LEGO sets, Funko Pop! Vinyl figures, NERF blasters, and pop culture mashups are now trading alongside shoes and fashion on the StockX “stock market of things.”

Source: StockX

these drops with a broader collaboration strategy. Collaborations with youth culture brands can give established brands the opportunity to build awareness with the next generation of consumers and generate hype.”

One big hit from the past year is the Travis Scott Cactus Jack Fortnite AR-Goosebumps NERF Elite Dart Blaster from Hasbro. The blaster was revealed in a virtual Fortnite event in April 2020 and StockX has facilitated more than 500 trades since it shipped last fall.

PREPARING FOR THE NEXT WAVE At Kokomo Toys, one of the largest independent toy stores in the Midwest, Jordan has seen increased demand for vintage toys from some of the usual suspects, such as G.I. Joe, Teenage Mutant Ninja Turtles, Ghostbusters, and Star Wars. Those brands also have plenty of new, retro-inspired products on the market and continue to extend their reach by bridging the gap between modern and vintage collectors. But there are signs that other, lesser-known vintage brands from the late ‘80s to early ‘00s are returning to the forefront.

“I’ve seen a lot of interest in more obscure lines like Silverhawks, Centurions, and Visionaries — and even Toxic Crusaders and Starcom over the past couple of years,” Jordan says. “I could see some interest in retro reissues or remakes of those lines for sure.”

In 2016, the same year that StockX launched, retro toys and games were hailed as a trend that was expected to fade again within a year or two. But retro has essentially become a category itself as the trend has yet to go away.

Nintendo’s NES Classic Edition Mini debuted in November 2016 and was followed a year later by the SNES Classic Edition Mini. Both were officially discontinued in 2018, but interest continues at StockX, where the SNES Mini consistently commands an average of 56% more than its original retail price.

As the toy industry continues to look for new properties or the next big comeback, some of the hottest potential nostalgia brands may be lurking in the not so distant past. “Old” doesn’t feel as far off as it used to, and the turn-of-the-century brands that ushered in a new millennium first hit the scene two decades ago.

Calling the Bratz, LEGO Bionicle, HitClips, and Nintendo GameCube: You’re on deck. » James Zahn, best-known as The Rock Father, is the deputy editor of the Toy Book, and a senior editor of the Toy Insider and the Pop Insider. Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times, Forbes, and MarketWatch, and has appeared on Yahoo! Finance, NBC, ABC, FOX, CNN, GCTN, WGN, and more. Connect with him on LinkedIn or follow him @therockfather.

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NEW IN TOWN

HEALTHY ROOTS DOLLS ARE ALL ABOUT CURL POWER Zoe is the first doll of its kind that teaches kids about natural hair.

by NICOLE SAVAS, editorial assistant AS A YOUNG CHILD, HEALTHY ROOTS Dolls Founder Yelitsa Jean-Charles broke down in tears when her parents gifted her a Black doll. Although the color of its skin matched her own, as a girl who never saw herself represented in toys, she felt it wasn’t the “pretty doll.”

Several years later, while studying at the Rhode Island School of Design, JeanCharles was tasked with a class assignment to redesign a fairytale character.

Thinking back to her childhood and the lack of characters who looked like her, she chose to reimagine Rapunzel as a Black girl with natural, curly hair. Many of her classmates commented that her design looked like a doll, and she learned that a lot of them had the same experience as her growing up.

“I wanted to do more than paint a doll brown,” Jean-Charles says. “I wanted to design a doll with hair that girls could wash and style so they could learn to love their natural hair.”

Today, that dream is a reality with Healthy Roots Dolls’ Zoe, a lifelike, detailed doll that comes with real hair products that girls can use in their own hair. The character has been practicing different styles and is ready to teach her new curl friends through online videos and tutorials.

Zoe’s detailed backstory helps her share her journey toward loving her hair.

It began after doing the “big chop,” which is the process of cutting off all chemically processed hair. Zoe had her mom to help her through the journey, and now she is here to help girls discover their own curl power.

CREATING ZOE In the short time from her idea to when Healthy Roots Dolls launched in 2019, Jean-Charles did whatever it took to make her company a success. She utilized grants from her university, joined accelerator programs, began a Kickstarter campaign, and took time to travel to meet people and learn what her customers expected of her company.

It turns out that she didn’t need to travel far to understand what people wanted. One year ago, Jean-Charles tweeted a photo of herself alongside Zoe that quickly garnered a lot of attention — and now has more than 36 million impressions. Her words, “The Founder” and “The Product” had struck a chord with millions of people who had never seen themselves or their daughters represented in such a way. Parents replied how excited they were to find Zoe, and how beautiful the doll is. “[Since last June,] nothing has stopped,” Jean-Charles explains.“Everything is moving very quickly — lots of demand, lots of love. We’re trying to keep up as best as we can as we’re doing the work that we want to be doing. It’s

Left: Zoe, the first Healthy Roots Doll. | Source: Healthy Roots Dolls Above: Yelitsa Jean-Charles’ tweet about Zoe that went viral last year. | Source: Twitter

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Zoe features hair that kids can wash and style just like their own. | Source: Healthy Roots Dolls

happening much faster than we could have anticipated, but it’s an honor to be able to be a part of so many kids’ lives.”

Jean-Charles credits Zoe’s success to the doll’s ability to represent a lot of little girls who may not have any other toys that have that effect. Kids can see themselves in Zoe, and as a result, feel more confident in their appearance.

“Zoe’s hair having real curl power is because I never had a doll like that growing up and recognized the demonstrated need for representation for children,” Jean-Charles says. “[I’ve had] conversations with people and saw how important it is to not only have a doll that looks like you, but one that you can also learn from because of that educational hair play.

Particularly for girls with naturally curly hair, if you already can’t find something that represents you, you are already struggling to love your hair. Only four out of 10 girls love their curls, despite the fact that 65% of the world population has curly or wavy hair. Imagine if you had a doll that was all about having fun with her hair and what that would mean for you.”

GROWING THE BRAND Jean-Charles was named in the Retail and Ecommerce Forbes 30 Under 30

list as a result of her understanding of the world around her and how she can change it for the better. Before checking her email to see the announcement from Forbes, she learned of the award randomly one day from a business contact.

She feels excited to be a part of the list.

“Zoe’s hair having real curl power is because I never had a doll like that growing up ...”

— Yelitsa Jean-Charles, Healthy Roots Dolls Jean-Charles may not have imagined as a kid that she would one day be an award-winning toy inventor, but she says the progression from her art background — she holds a BFA in illustration and in gender, race, and sexuality from the Rhode Island School of Design — to owning a doll company was quite natural.

“While I might not know how to sculpt and do the CAD (computer-aided) designs, I do know how to draw and bring something to life,” she explains.

“I know how to find people with the right skill sets to help me do that.”

Jean-Charles says the most important factor when working in kids’ media is to understand that you can make a positive impact on kids.

While Zoe is now available at Target — a move that was done to make her available to more kids — the Healthy Roots Dolls’ website is still home to her personal blog. It comes complete with tips on hair care products, discussions on popular culture, and an introduction to who Zoe is. Kids can learn about Zoe’s journey to loving her hair, and ultimately, learn how they can do the same.

Jean-Charles admits that Zoe loves making friends, and the company’s ultimate goal is to make sure all kids can be seen and represented. While that doesn’t mean that new dolls are promised this year, Jean-Charles wants Zoe to be available to all who feel connected to her.

And, of course, more curl power. » Nicole is an editorial assistant at the Toy Book. She started as an editorial intern and has spent more than a year learning about the toy industry and loving every minute of it. She especially loves discovering which toys to give her niece to earn the title of favorite aunt.

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MARKETING MEMO

FUN KID SUMMER

Get noticed and differentiate your STEM brand this summer.

by TIFFANY TASKER, director of business development for North America, SuperAwesome KIDS, LIKE MANY ADULTS, HAVE BEEN looking forward to summer since January.

They want what I’ll call a “Fun Kid Summer” — the halcyon days of adventure and time spent outside without the stress, worry, or restrictions of a global pandemic — albeit, with some of the past year’s new, digital-first habits and behaviors woven in.

Much of kids’ excitement about summer goes hand in hand with eased COVID-19 restrictions. At the height of the pandemic, kids looked forward to weekends and the opportunity to play outside with their parents. During this year’s Fun Kid Summer, kids will feel this same excitement about interacting with their friends and extended family, ideally outdoors, at the beach, or poolside.

All brands — not just those who make products for outdoor use — have an opportunity to make an impact and capture kids’ attention this summer. The key to doing so is through delivering value, preventing boredom, encouraging kids to have fun, and — most importantly — bringing families and friends together.

This can be achieved by creating effective branded content and promoting it in digital platforms.

If your toy or game isn’t usually played outside, stay relevant by sharing ideas for outdoor activities that feature your

brand and are fun for kids of all ages. This can include safe ways to play if pandemic-related restrictions are still in place.

Think about your current core audiences and how you can extend your brand to appeal to kids through personalized and useful content. This might include summer life hacks targeted toward specific audiences or tutorials to help kids connect with their friends.

Influencers are a powerful way to tap into existing fan bases and provide guaranteed distribution for your content. This content can also be repurposed to create short-form videos, which will extend your reach and deliver strong results. Instagram is the best platform for getting in front of parents; PopJam, a kid-safe social content community, can help you reach audiences under age 13; and YouTube is an effective channel for reaching kids and families. TikTok is also popular with kids and families, but brands need to be cautious: This app has strict policies in place for kids’ brands and content. Your campaign runs the risk of being pulled from the platform if guidelines are not carefully followed.

Fun Kid Summer will also be used to prepare for the back-to-school season, with most families wrapping up school shopping by mid-August. This is a peak family purchasing window, as kids and parents shop together both in stores and online. Your brand has the opportunity to make its way into the cart as a fun add-on or pocket money purchase. It’s important to create distinct messaging and content for kids that remains separate from parent programming and exists where kids are consuming content, Tasker’s “Fun Kid Summer” refers to days spent outdoors without to drive that all-imthe stress, worry, or restrictions of a global pandemic, but with portant kid ask. some of the past year’s new, digital-first habits and behaviors.

This year, the STEM toys that top kids’ most wanted lists are those that combine learning with tactile and imaginative play.

Fidget toys — which kids classify as a learning toy — are cool again. Kids want to make their own fidgets and build their own computers. Similarly, the most popular digital platforms also combine play with learning. Roblox, which taps into creativity and building, is the top-played educational game, followed by Minecraft and online games, including Brain Games and Prodigy. These free-to-play digital platforms are often the easiest, most accessible routes into STEM, so it’s even more important that STEM toys create a distinct brand voice that stands out.

To differentiate your STEM toy, remember to communicate directly with kids to leverage their greater role in purchasing decisions, particularly for higher-ticket items. Character-driven content resonates best with kids; you can increase desire and pester power for educational toys when they are linked to a popular mascot or influencer. Additionally, consider whether your brand is accessible for parents who might not be familiar with what coding or STEM entails.

You can make it feel approachable with authentic video tutorials or live events that bring families together.

Fun Kid Summer provides a great opportunity for toy brands to win with kids and families. For more kids insights to help you make an impact, sign up to receive our free monthly PopJam Trend Reports at superawesome.com. »

As director of business development for North America, Tiffany Tasker leads strategic planning for customers of SuperAwesome, the company that powers kids’ internet. Its kid tech platform is used by hundreds of companies to ensure that their digital engagement with kids is safe, private, and compliant with laws such as COPPA, GDPR-K, CCPA, and more. The company is at the forefront of the kid tech space, defining standards for the kids’ digital media ecosystem.

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WIT STORIES

WHO’S IN YOUR PROFESSIONAL NETWORK? 10 Great Reasons to Join the Women in Toys Young Professionals Network

by AMANDA MARSCHALL and MEGAN GARDNER, co-chairs, Women in Toys, Licensing & Entertainment Young Professionals Network IT MAY SEEM LIKE A SIMPLE QUESTIon, but when you really think about it, can you name the people who truly help you develop professionally? Who are the people who you turn to for career guidance, think of you when an opportunity arises, or you can discuss the toy and licensing industry with? Most importantly, who are the people you can learn and laugh with?

If you had any trouble answering those questions and identifying your network, or if you’re looking to expand your network, the Women in Toys, Licensing & Entertainment Young Professionals Network (WIT YPN) might be just what you need.

There’s something special about young professionals networks and the ability to have a trusted group of peers to rely on for advice. In this first year of the WIT YPN, we are aiming high to expand the network and its offerings.

2021 is about understanding the needs of young professionals (YPs) and providing them with the content, programming, connections, and allies that will support them in their careers. YPs are the future of our industry and we want to empower them to take that next step, develop, and ultimately soar higher than they ever thought possible.

Is WIT YPN right for you? Here are 10 great reasons to join:

network. We understand that everyone has different goals and various ways to achieve them, so we want to give members the opportunity to dip in and out of programming, finding the perfect blend to support their needs. For example, in March we held “Career Kick Off Month,” which encompassed programming that catered to all preferences. We held expert panels, mock interviews, resume workshops, informative webinars, casual happy hours, and engaging social media discussions. YPs can find what feels the most comfortable for them and take advantage of it!

1. OUR MISSION STATEMENT The WIT YPN’s mission is to give YPs opportunities to grow personally and professionally through a network of peers and gain access to seasoned professionals across the industry. We are centered in career development through formal and informal live and virtual programming, giving individuals the ability to choose how they’d like to connect within the

2. WE’RE AN INCLUSIVE GROUP While our programming and events are targeted toward individuals who are in the early stages of their career, the principles and ideas are for everyone. We believe that YPs may have different wants and needs when it comes to programming, and our network is here to support those. With that being said, no one is going to ask you to tick an age box when

“The WIT YPN serves as a catalyst to connect, develop, and empower our industry’s early career changemakers, with the intent to sustain a strong talent pipeline. ” — Janice Ross & Mary Kay Russell, Women in Toys

you come to our events, so don’t let the name stop you — come join us!

3. PERFECT FOR STUDENTS The WIT YPN offers students looking to break into toys and licensing a great opportunity to build their career skills while also creating personal relationships with those already in the industry. There is no doubt that students will be able to create impactful relationships with a possible future employer. Additionally, WIT offers free memberships to all students, which means you can take advantage of all the YPN programming for free.

4. MEMBER AND NON-MEMBER PROGRAMMING Even if you are not yet a WIT member, the WIT YPN offers wonderful programming that anyone can join. And, existing WIT members get complete visibility and access to everything the YPN offers.

5. WE’RE AN ACTIVE GROUP Have you ever been a part of a networking group only to quickly find out that their idea of networking is just to send an email every couple of months?

That’s pretty disappointing.

The WIT YPN offers active networking over a variety of channels. We have a dedicated Slack channel that is used to share upcoming events, great articles, celebratory shout outs, and just about anything else you can imagine. We also host virtual networking events, such as happy hours and book clubs, where you have the chance to connect with new friends easily and informally. We believe connection is vital to helping you achieve your aspirations.

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6. TRUSTED NEW PEERS AND FRIENDS Speaking of connections, after a year as isolating as 2020, we wanted this network to become more than a series of webinars. Having career support systems is important, and being a part of this YPN will enable you to invite new peers into your trusted circle. Plus, being a YPN in the toy and licensing industry means you are absolutely going to meet fun, unique, and colorful people. For our first event ever, we held a virtual happy hour, where more than 50 people joined us. We spent two hours sharing interests, goals, career journeys, favorite toys, best board game memories, and so much more. We’re happy to say that we know connections were made and people who met for the first time that month are still meeting regularly today. Our worlds are never too busy to make new friends, and the value of trusted friendship should never be overlooked as a unique career advantage!

7. A JUDGEMENT-FREE SPACE We all judge ourselves enough, and we don’t need other people doing the same. The WIT YPN is committed to providing everyone with an environment that is completely free of judgement.

Have a question you think is silly? Ask it — because we can promise you someone else has the same question! Didn’t read the book for the book club? Who cares, come and chat about the themes with us anyway! Have no idea what you should do next in your career? Don’t worry — most of us don’t, so let’s talk about it together! We have either been in your shoes already or we are currently standing right there with you. There is no room for anything other than positivity and support in the YPN.

8. GET AN INDUSTRY EDUCATION If you’re anything like us, you may have fallen into the toy and licensing industry through happenstance, or maybe you have dreamed of being a part of this awesome family for a long time. Either way, being a part of the WIT YPN is a surefire way to learn everything you want to know, from product design and marketing to legal contracts and leadership.

9. OUR COMMITEE IS THE BEST We cannot and do not do all of this on our own. We are extremely lucky to have found the best women to make up our YPN Committee. Allie Benham, Frankie Flanagan, Sascha King, Stephanie Bailey, Bridget Farrell, Ali Mierzejewski, Tiffany Felts, Shannon Varcoe, and Jamie Epstein are inspiring go-getters who take an idea and run with it. These are the women we strive to emulate. We are so proud of the incredible programming they have already created for the YPN. With a committee like this, we can guarantee that you will be impressed with what we bring forward!

10. IT’S ALL ABOUT YOU! We’re not pretending to know everything, and we want to make this a network that is truly inspiring and helpful for you. Your thoughts, suggestions, and hopes are what matter most to us. We’re

actively looking for feedback and ideas so we can provide YPs with exciting content and programming. For our first book club, we polled our members in real-time to find out what book they most wanted to read. Our first quarter of programming was created completely from ideas from our members. Being a part of the WIT YPN means you’re a part of a group that will cater to the needs of the many.

Are you still looking for a reason to join us? Well, let’s leave you with this quote from two women whom we admire greatly, WIT President Janice Ross and WIT Executive Director Mary Kay Russell: “The WIT YPN serves as a catalyst to connect, develop, and empower our industry’s early career changemakers, with the intent to sustain a strong talent pipeline. These are dedicated, passionate people who take the time to authentically connect, collaborate, and inspire one another. They are our future leaders, and they’re changing the game for our industry. We couldn’t be more proud of the work they’re doing to cultivate change, both professionally and personally. We encourage any young professional to join our YPN, take advantage of all it has to offer, and let WIT help bring them to the next stage of their leadership journey.” »

Amanda Marschall (left) is the training manager, and Megan Gardner (right) is the senior manager of business improvement at The LEGO Group. Together, they serve as the co-chairs of the Women in Toys, Licensing and Entertainment Young Professionals Network.

JOIN THE WIT YPN The WIT Young Professionals Network (WIT YPN) mission is to give young professionals opportunities to grow personally and professionally through a network of peers and access to seasoned professionals across the industry.

Learn more by scanning the QR code, or visit: womenintoys.com/young-professionals-network toybook.com | JUNE 2021 | THE TOY BOOK 57

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TANGLE CREATIONS’ Tangle Charms are fidget wearables that promote sensory and tactile play. Each bracelet features trendy colorways and character charms that kids can collect and connect to any Tangle fidget toy. Kids will reveal a surprise mystery charm to wear, customize, or share and trade with their friends.

A Look at What’s Hitting Retailers’ Shelves Right Now Kids of all ages can play peek-a-boo with Peekaboos from MADAME ALEXANDER. These snuggly baby dolls each feature a soft fabric body and vinyl head, a plush outfit with a peek-a-boo hood, and a soft applique on the belly. There are three skin tones and three plush designs to choose from, including llama, Unicat, and sloth.

JAZWARES and HASBRO are expanding the Micro Machines universe with the collection’s first licensed line, featuring General Motors vehicle models from brands like Chevrolet, Cadillac, and Pontiac. Available now, the miniature vehicles and playsets build on last year’s relaunched Micro Machines collection that brought back the toy line from the ’80s and ’90s with a modern spin. Kids ages 4 and up can collect the mini-vehicles in collectible theme packs with five vehicles or in three-pack assortments.

MOOSE TOYS’ ScrunchMiez are collectible scrunchies that turn into an animal-inspired collectible. Kids can style ponytails, pigtails, braids, and buns with the hair accessories, which are made from a range of vibrant fabrics.

Designs include kittens, puppies, koalas, pandas, unicorns, and bunnies.

There are 26 characters for kids ages 5 and up to collect — including rare and ultra-rare versions.

Pokémon Trading Card V Battle Decks from THE POKÉMON CO. include everything that fans need to play the card game right out of the box, including a standard deck, a play mat, damage counters, a large metallic coin, and a deck box. It also comes with a guide to assist budding trainers ages 6 and up with winning game strategies. V Battle Decks are also compatible as extensions to the Pokémon Battle Academy board game, and are available as single 60card decks or in bundles that include 120 cards.

Happy Malloween from KELLYTOY, a division of Jazwares! More than 15 new Halloween-themed styles will join the Squishmallows Squad this year, including Detra, a red octopus witch with multicolored legs. Additionally, fan-favorite Emily the Bat will return along with Holly (mummy owl), Tally (grey vampire tabby), Grace (ghost with witch hat and “boo” embroidery), and other classic Squishmallows characters decked out in new Halloween costumes. The plush characters are made for kids and collectors of all ages.

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He-Man and Skeletor are back in action as the legendary battle for Eternia reignites.

by JAMES ZAHN, deputy editor TWO YEARS AGO, VISITORS TO Licensing Expo in Las Vegas were greeted by an unexpected surprise: a grey poster emblazoned with a shimmering, silver Masters of the Universe (MOTU) logo that was ingrained in the pop culture psyche more than three decades prior. Below it was a bold message: “The Power Returns: March 2021.”

Behind closed doors, Mattel detailed a multiyear plan to resurrect its legendary brand in a big way. This multipronged approach included multiple toy lines for all ages, a live-action feature film from Sony Pictures, a global licensing program, and an animated series for Netflix led by filmmaker Kevin Smith. Following Comic-Con International: San Diego (SDCC) and the MOTU-focused Power-Con that summer, the plans were made public and the rollout was underway. During an earnings call at the time, Mattel Chairman and CEO Ynon Kreiz hailed the relaunch plans by stating that MOTU “has not been properly monetized in 35 years.”

FIVE YEARS OF GLORY The initial success of MOTU was massive, as ‘80s kids quickly embraced a fantasy world of heroic warriors and evil villains with elements of science fiction and magic. The toys — anchored by a distinctive, muscular, 5.5-inch action figure scale that was often accented by unique textures and smells — launched at retail in 1982 and were supported by an animated series produced by Filmation. Mattel sold more than 70 million MOTU action figures in the first 2.5 years of the brand, according to a 1984 article from The New York Times. In his book, Mastering the Universe, MOTU designer Roger Sweet says that the brand peaked with $400 million in sales in 1986 before

Masterverse He-Man and Skeletor | Source: Mattel

crashing to just $7 million the following year — alongside a theatrical film release that had little to do with the toy line that inspired it.

“We were making it up as we went along a little bit back in the ‘80s,” says PlayMonster President Tim Kilpin, whose entry into the toy industry was naming MOTU characters and writing stories for the mini-comics that came with each action figure. Eventually, he became the marketing manager for the line. “The brand exploded in popularity, and we raced to keep up. New characters, new mini-comic stories, and new episodes for the TV series — it was all happening real time, with very little advance planning.”

As MOTU grew, the toy and animation teams often scuffled over the complexities of character development and ownership of ideas.

“Mattel’s sense of story was far from coherent early on. ... Filmation gave it cohesion, but that led to issues when Mattel wanted new toys featured,” says Robert McCallum, director of Power of Grayskull: The Definitive History of HeMan and the Masters of the Universe. “[Executive Producer] Lou Scheimer, in particular, didn’t want the show to be a new, 22-minute toy commercial every day. Clearly, the entire action figure line was on display, but you never saw the many different toy versions of He-Man and Skeletor that were released; often villains that Filmation created never got a toy; and there were many inconsistencies between the characters, vehicles, and playsets that both appeared in the show and as a toy.”

Despite the rift between the TV and toy teams, the latter continued to innovate quickly to produce new products that were consistently bigger and better.

“We introduced new figures with more articulation and personality, and the vehicles were in a class of their own,” says Mike McKittrick, who designed and engineered Thunder Punch He-Man, Spydor, and the legendary Eternia playset.

“And the bad guys always ended up with the best vehicles.”

By the middle of its five-year run, MOTU’s audience expanded with a spinoff toy line and a second animated series, She-Ra: Princess of Power. “We found that girls really enjoyed playing with MOTU, so the introduction of the She-Ra line was a big hit,” McKittrick says.

The Princess of Power line introduced doll-like features to the play pattern with 5.5-inch, female action figures that had rooted hair and soft goods accessories.

While Prince Adam/He-Man fought Skeletor on Eternia, his twin sister Princess Adora/She-Ra battled The Evil Horde on Etheria. The male villains, led by Hordak, were added to the core Masters of the Universe line.

Of course, success brought imitation and competition, and the action aisles of toy stores everywhere were soon loaded with similar lines in competitive scales.

“The entire market became stuffed with brands vying for attention,” Kilpin says.

“I think if we had known then what we know now about driving longevity — storyline extensions, thoughtful toy category expansions, and careful attention to not ‘flood the market’ — the MOTU brand could have lasted many more years,” Kilpin adds. “There’s no reason that we couldn’t have brought new kids

MOTU Origins He-Man | Source: Mattel

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into the brand over time.”

In 1989, Mattel tried to hit the reset button with a new line of toys branded simply as “He-Man,” but by the time the animated The New Adventures of He-Man premiered on TV in 1990, the line was already sputtering. Overall, it did not perform well at retail and was cancelled in 1991.

He-Man and Battle Cat in Masters of the Universe: Revelation | Source: Netflix

20TH ANNIVERSARY NOSTALGIA In the early 2000s, the Masters were about to come out of retirement after a hiatus. Ned Ward was senior product manager of boys’ toys at Mattel during that time and worked with a team that led the “200x” relaunch. According to Ward, the company identified a big hole in the toy department for a major toy line tied to a show.

“We did focus group testing and discovered that kids liked the old show, the clear lines between good and evil, and the jokes, but they felt the pacing was slow,” Ward says. “For kids, MOTU delivered on some important need states, including feeling strong, being in control, and a feeling of empowerment.

After all, it’s built into He-Man’s signature battle cry: ‘I have the power!’”

Mattel enlisted The Four Horsemen — Jim Preziosi, Eric Treadaway, H. Eric “Cornboy” Mayse, and Christopher Dahlberg — to sculpt redesigned versions of the MOTU characters as production began on a new animated series. At the same time, Mattel issued a MOTU Commemorative Series of figures that were inspired by the original molds from the ‘80s.

“Masters was a big bet, and as we were tooling up figures for the reissue line, sculpting all of the new figures, vehicles, Castle Grayskull, and a Power Sword for the new line, we knew we needed the TV show to support it,” Ward says. “For an investment of that size, we were definitely looking at this as a long term-brand and relaunching it the right way, and based on projections, it seemed really doable. We believed in the line.

I think we were disappointed when the show ended up on Adult Swim as we were trying to reach kids. It was on too

late to really reach them.”

The 200x series soon ended, but it created a robust collector market that has continued ever since. Mattel launched MOTU Classics in 2008, selling direct-to-consumer via Matty Collector, before flipping the line to Super7, where it continued until last year. Hundreds of collector-focused action figures, vehicles, and playsets were produced, but as the 200x relaunch proved, the future of the MOTU brand hinges on welcoming kids into its world.

THE POWER RETURNS From Fisher-Price Little People and Imaginext figures to Mega Construx Sets, Hot Wheels vehicles, an UNO deck, licensed apparel, chocolate bars, hot sauces, Masterverse action figures, and an extensive range of vintage-inspired MOTU Origins toys, the warring factions of Eternia now have their biggest presence at retail since the ‘80s and the “return” is just getting started.

“MOTU’s universal themes and focus on self-empowerment are ones that are especially relevant to both adults and children today. That’s why we are launching two series tied to Masters of the Universe this year,” says Mattel’s Rob David, executive producer on both shows. “The first, for which Kevin Smith is serving as showrunner, is called Masters of the Universe: Revelation and picks up where the story in the ‘80s left off, speaking to the original fans of the franchise.

The second is He-Man and the Masters of the Universe, a new kids’ series which will bring the world of He-Man, Teela, and Skeletor to a new generation of fans.”

Revelation premieres July 23 on Netflix with a five-part first season that fol-

lows the aftermath of a cataclysmic battle between He-Man and Skeletor that leaves Eternia fractured and finds the Guardians of Grayskull scattered.

The series will also get a four-issue comic book prequel miniseries from Dark Horse that will launch in early July. The comics’ storyline is written by Smith, David, and TV series writer Tim Sheridan.

As the brand approaches its 40th anniversary next year, all of the core elements that made it great the first time around are coming back into focus as kids and parents play together.

“Masters of the Universe represents probably the clearest example of good versus evil storytelling and play ever in the action figure arena,” Kilpin says. “The characters and set pieces were iconic and distinctive — once a kid had lived in that world, they were always excited about coming back to it — even as adults.”

David agrees, and notes that Mattel is leaning into the multigenerational appeal and crafting a future that is teeming with opportunities and the potential to grow even bigger in the years ahead.

“At its core, MOTU is all about becoming the best version of yourself,” David says. “The biggest opportunity we have is that we can take MOTU’s diverse universe of characters, with its signature mashup of science fiction and fantasy, and apply modern storytelling. Both shows tell an epic serialized saga where every episode is a chapter in a larger story arc, where our characters can grow and discover the one thing they are born to be. Kids, parents, and adult fans will all have the chance to dive in and invest in these characters and their journeys — and together we all have the power!” » toybook.com | JUNE 2021 | THE TOY BOOK 61

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by NANCY ZWIERS, founder, Funosophy Inc. IN THE LAST ISSUE OF THE TOY BOOK, Part I of this series discussed that kids have a biologically based inner play drive.

This follow-up delves more deeply into the first stage and examines core play patterns of babies and toddlers ages 0-2.

These age breaks are not discrete break points, but rather represent a bell curve — some kids are earlier and some are later in transitioning to the next stage.

The primary role of play for infants and toddlers is to help them structure their knowledge of the physical world.

The sensorimotor system supports development of the five senses and the ability to move their bodies through physical space, giving rise to the first core play patterns that we all share.

EXPLORATION & DISCOVERY Toddlers are driven to explore their immediate environment, which, in turn, stimulates their five senses. The brain circuits for wiring our senses get developed in this way. For infants, the proximity senses — touch, taste, and smell — are the most important initially, while our distant senses of sight and sound grow in importance as infants grow older. Currently, with all of our emphasis on lights and sound, the tactile nature of toys may be underdeveloped for toys targeted to toddlers.

Part of exploring the environment is developing an understanding of the law of cause and effect and one’s own “agent” in the world: “When I do this, that happens,” etc. All the button-pushing feature sets of infant/toddler toys support this learning. Screenplay also delivers on this extremely well.

MASTERY Mastery play at this age is focused

on developing motor skills: mastering our ability to move our limbs and bodies through physical space (gross motor skills) and manipulating objects in a 3D space with our hands (fine motor skills).

Brain development needed to master motor skills in 3D space is the foundation for all cognitive functions of the brain (even abstract thinking) and cannot be overemphasized. Manipulative play value is actually pre-STEM learning.

“Put ‘n Take” play ­— when infants methodically put things into a “container” and take them out — is one of the most engrossing play patterns for toddlers. This play supports the exploration of the concept of containers, volume, up, down, etc., which is the foundation for much abstract thinking later on. Of course, the mastery of object manipulation involved also develops fine motor skills and eye-hand coordination.

Mastery play also shows up in higher-order cognitive and language development. Infants learning to listen, speak, and sing are playfully learning language. Early cognitive development includes learning ABCs and 123s, as well as the foundation of basic categorization, which is a key mechanism for how our brains work with concepts. In other words, infants learn to categorize the objects in their world (e.g. dog). Categorizing concrete objects — ones that they can physically interact with — is the level of categorization that young children can understand.

IMITATION Neuroscientists posit that we all have “mirror neurons” in our brains that drive us to mirror behaviors and emotions around us. The 1995 discovery of these specialized neurons has led scientists to

hypothesize they are the engine of socialization, turbo-charging our evolutionary progress roughly 25,000 years ago. We no longer have to learn by direct experience: We can learn from others.

Young kids love to imitate. Infants become rapidly socialized by observing and imitating those around them, and who they are attuned to imitate evolves with age. Among toddlers, imitation role play is largely spurred by parents’ behaviors: baby care, cooking, cleaning, drinking tea, talking on the phone, driving, using power tools, and more. These parent-modeled behaviors show up in kids’ play, and therefore new parental behaviors like interacting with screens create new role-play toy opportunities.

EVOLUTION OF PLAY PATTERNS These three early play patterns are evolutionarily proven ways for wiring our brains for survival. They show up from our earliest moments as newborns and, while they stay with us for life, they will never be as strong as they are in early childhood. Toys that tap into these innate drives will engage kids best.

Part III of this series in the next issue of the Toy Book will explore how these initial foundational play patterns get overshadowed by new play patterns between ages 3-7. » Nancy Zwiers has cultivated an in-depth understanding of kids and play for more than 30 years as a brand-building executive at Mattel, Spin Master, and Funosophy Inc. (a consulting firm she founded and led). Now, she is an executive coach at CMO Coaches and can be reached at nzwiers@funosophy.com or LinkedIn.

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INDUSTRY INSIGHT

VIDEO GAMES CREATE NEW TOY OPPORTUNITIES The Rise of Gaming in Kids’ Increasingly Fragmented Ecosystem

by NICK RICHARDSON, CEO, The Insights Family THE INSIGHT FAMILY’S LATEST KIDS Insights U.S. digital download report is based on the results of surveying 4,102 kids between December 2020-February 2021. It focuses on the attitudes, behaviors, and consumption patterns within the digital world of kids’ lives, highlighting the implications for the industry and identifying the next big trends.

The events of 2020 changed the way in which kids explore and consume digital content and fragmented their attention across several different platforms. During the COVID-19 lockdown, the amount of time kids under age 13 spent watching TV increased by an average of 7 minutes per day — the equivalent of an extra 42.5 hours per year.

However, the pandemic caused another trend to explode in popularity worldwide. Prior to the pandemic, kids under age 13 spent 46 minutes a day playing video games. Last year, this increased 24% to 57 minutes.

The gaming explosion has been fueled by popular new titles, including Among Us, Animal Crossing: New Horizons, and Fall Guys: Ultimate Knockout.

It’s also changing the way that kids interact with their favorite brands and characters across the “metaverse.” Our data

also shows that younger parents who grew up gaming are passing this hobby down to their kids, teaching them about the world of gaming, and participating as a family pastime.

WHAT THIS MEANS FOR YOU As video games have become more popular over the last year, the opportunities they create for the wider kids’ ecosystem increase.

For example, in the U.S., the number of kids ages 3-9 that reportedly purchased a licensed toy related to their favorite video game has grown 10% since the first quarter of last year. There has also been a 44% increase in gaming-related toy purchases for tweens.

Interestingly, our data shows that kids ages 3-12 who report playing video games as their favorite hobby are much more likely to say LEGO (62%) and NERF (70%) are the toys they want to purchase, solidifying the strong licensing potential for collaboration in the construction and action categories as we’ve seen in recent months, such as the NERF and L.O.L. Surprise! partnerships within Roblox.

All of this data and our real-time media tools can be viewed together in one digital platform. The Insights

Family released the latest iteration of its award-winning Portal 4.0, including 11 new features for all its users, such as application programming interface (API) data from third parties built into the portal, along with Trend Tracker, Persona Perspectives, Country Context Tool, and many more. One of these features is the innovative, real-time media planning tool, Media Mix Compass.

For more information and to receive complimentary access to the tool and a copy of an example report, visit theinsightsfamily.com. You can also visit try.theinsightsfamily.com/toybook to learn more about the attitudes, behavior, and consumption patterns of kids, parents, and families, and to get freemium access to The Insights Family real-time data portal. » Nick Richardson is the founder and CEO of The Insights Family, the global leader in kids, parents, and families market intelligence.

He has become a go-to expert and a regular speaker at industry events across the U.S., Europe, and Asia. The Insights Family is the only provider of real-time data and insights on kids’, parents’, and families’ attitudes, behavior, and consumption. You can find Richardson on Twitter @nickinsights and Kids Insights @kidsinsights.

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THERE’S NO TIME FOR A SUMMER SLUMP, so the latest Pop Quiz is here to test your knowledge of sunny day toys from every angle. Do you remember which of these toys was hot, hot, HOT? (Photos courtesy of the Strong Museum of Play)

1. WHICH FAVORITE SUMMER CAMP BUNK GAME DID SOPHOCLES WRITE ABOUT? IT WAS ALSO PICTURED ON JARS FROM ANCIENT GREECE, AND IS SAID TO BE ADAPTED FROM THE KNUCKLEBONES OF SHEEP.

Snoopy PEZ Dispenser (1966)

4. ALTHOUGH IT DIDN’T FEATURE ITS FAMILIAR “SPACE GUN” DISPENSER DESIGN UNTIL 1956, PEZ CANDY WAS CREATED IN AUSTRIA IN 1927. WHAT WAS THE ORIGINAL PEZ FLAVOR? A. ORANGE A hint to the answer (1983)

6. YOUNG, CHICAGO-BASED, FURNITURE MAKER ANTONIO PASIN CREATED A KIDS’ PRODUCT THAT SOLD SO WELL — EVEN DURING THE GREAT DEPRESSION — THAT IT EARNED HIM THE NICKNAME “LITTLE FORD.” NEARLY A CENTURY LATER, PASIN’S COMPANY PARTNERED WITH TESLA, CREATING THE FIRST KIDS’ RIDE-ON TO USE LITHIUM-ION BATTERIES. WHAT IS THE NAME OF THE COMPANY? A. RADIO FLYER B. RAZOR C. SCHWINN Hula Hoop (1960)

B. PEPPERMINT C. GRAPE D. CHERRY

2. IN 1970, A 25-INCH BALL MADE ITS WAY INTO MILLIONS OF AMERICAN BACKYARDS, PROVIDING KIDS WITH A FUN, BUT BUMPY, RIDE. WHAT WAS THE BALL CALLED?

5. WHICH SUMMER STAPLE WAS INVENTED BY NASA ENGINEER LONNIE JOHNSON USING A 2-LITER SODA BOTTLE AND HOLDS A PLACE IN THE NATIONAL TOY HALL OF FAME? A. SUPER SOAKER

3. WHICH TOY CAR SOLD HALF A MILLION UNITS IN 1991, OUTSELLING REAL CARS THAT YEAR INCLUDING THE HONDA ACCORD (399,000) AND FORD TAURUS (299,000)?

B. WATER BALLOONS

7. WHAM-O ACQUIRED THE HULA HOOP IN 1957 AND, AFTER A BIG MARKETING PUSH THE FOLLOWING YEAR, SOLD MORE THAN 20 MILLION HOOPS IN FOUR MONTHS. IN 1961, THE COMPANY DEBUTED ANOTHER ICONIC SUMMER TOY THAT CELEBRATES ITS 60TH ANNIVERSARY THIS YEAR. NAME THAT TOY!

C. BACKYARD SPRINKLER Answers: 1. Jacks 2. Hippity Hop 3. Little Tikes Cozy Coupe 4. B. Peppermint. The name PEZ is an abbreviation of PfeffErminZ, which is German for peppermint. 5. A. Super Soaker 6. A. Radio Flyer 7. Slip ‘n Slide

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The Toy Insider runs in the November issue of Parents magazine. Parents readers purchased nearly 33 MILLION toys and games in 2020 — that’s nearly $1.2 BILLION worth of products.

• 8.3 MILLION+ reach in print

• Over 1 MILLION Page Views in Q4 • 400+ TV segments

• 13.2 BILLION consumer impressions!

Join us for our biggest holiday season yet!

Email jackie@toyinsider.com ®

To place a classified ad, please contact Bill Reese at 212-575-4510 x2322 or bill@toybook.com.

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FLASHBAC

JUNE 2001

TMA CHANGES NAME TO TIA

The Toy Manufacturers of America (TMA) recently announced that the organization will now be known as the Toy Industry Association (TIA).

The name change reflects the organization’s vast membership and constant changes within the industry as a whole.

Signatures Network is introducing new products for its music properties, including Ozzy Ozbourne and Alice Cooper Rock “N” the Box from Art Asylum, and Aaron Carter and LFO dolls from Play Along. There is also a lunchbox series for Madonna and KISS.

Knowledge Adventure will release two new JumpStart Programs in time for back-to-school season. JumpStart Languages is designed to lay the foundation for language development by introducing kids ages 3-6 to the sounds, words, and phrases of different cultures and languages. Languages for kids to learn include Spanish, French, Japanese, and English.

With JumpStart Explorers, kids ages 5-8 travel back in time with famous world explorers on their extraordinary expeditions. Featuring all-new 3D JumpStart characters, kids will discover the New World with Pilgrims, explore the pyramids with King Tut, claim the first steps at the South Pole, uncover the lost civilization of the Incas, and sail to Asia with Marco Polo.

NHL Ultimate Air-Powered Hockey from Funrise Toys features removable legs for free-standing or tabletop play. It includes pucks, paddles, a full-function electronic scoreboard, and NHL team logos for use with the scoreboard.

»

FOX L&M continues to expand the licensing campaign for The Simpsons.

This year, Playmates Toys will introduce the fifth series in its line of action figures. In addition, USAopoly will put Springfield on the map in The Simpsons Monopoly.

UNIVERSAL RELEASES GRINCH ON VIDEO AND DVD

»

Dr. Suess’ How the Grinch Stole Christmas! is set to enter homes this holiday season. Universal Studios will release the film on VHS and DVD on Nov. 20, backed by an aggressive marketing campaign. The DVD Collector’s Edition includes behind-the-scenes footage, singalongs, and a music video from Faith Hill.

THE MUPPET SHOW CELEBRATES 25 YEARS

The Jim Henson Co. is preparing for the 25th anniversary of The Muppet Show with a major licensing push. September 2001 will mark the 25th anniversary of the show’s debut, and the start of a year-long celebration will culminate on what would be Jim Henson’s 65th birthday on Sept. 24 next year.

New licensees include Basic Fun!, Bradford Exchange, and Corgi.

»

IT’S TIME TO GO ON A KNOWLEDGE ADVENTURE

Master » has Spin introduced

the Amazing Shrinky Dinks Maker. Kids trace, color, and cut designs, and then the maker will shrink their creations in three minutes. They can create picture frames, jewelry, accessories, and more.

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