July/August 2013 by The Toy Book

Vol. 29, No. 4

July/August 2013

B ri n g i n g O u t t h e K i d i n A l l o f U s Adult-Appropriate Party Games Flood the Game Aisles

oard games arenâ&#x20AC;&#x2122;t just for kids anymore. Adult parties are looking more like play dates with the addition of new party games flooding the shelves and making their way to coffee tables everywhere. With companies cranking out new party games year after year, there are a lot of options for consumers to choose from, but there are a few common elements necessary for success.

page 22

CONSTRUCTION TOYS page 15

page 39 Tips for Bringing in Grandparents

page S3 Making Connections with Board Games

page S4

Dolls, Dolls, Dolls: Through Ups and Downs, the Market Perserveres

page 28

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

July/August 2013 Departments

Volume 29, Number 4 www.toybook.com

Features

P UBLISHER Jonathan Samet jsamet@adventurepub.com

Construction Boom: Sales are Strong, Products are Innovative

E DITOR IN C HIEF Jackie Breyer jbreyer@adventurepub.com

Editor’s Viewpoint Page 6

Industry Update Page 8

Stat Shot Page 10

TIA Perspectives Page 12

5 Questions with Mega Bloks Page 14

5 Questions with Blue Orange Games Page 21

International Toy Industry Page 58

What’s New Page 63

Page 15

U.S. & EU Free Trade Agreement: Fantasy or Reality? Page 20

Bringing Out the Kid in All of Us: Adult Party Games Flood the Game Aisles Page 22

Dolls, Dolls, Dolls: Through Ups and Downs, the Doll Market Perseveres Page 28

Toying with Service Design: Establishing an Effective Omni-Channel Strategy Page 36

Preparing for a Recall: The Best Way to Minimize the Impact is to Be Prepared Page 38

Kids India: A New Trade Show in Mumbai Aims to Educate Parents About Toys Page 60

Seven Facts About the French Toy Market (and Banana Peels to Avoid) Page 62

Toys and TV Page 64

Raising the Bar Page 66

Industry Marketplace Page 68

Flashback: July/August 1993 Page 70

Specialty Toys & Gifts: Page 39

Construction Toys Page S11 A’s In3sights R T S A Page S uzzles P d n a s e Gam Page S6 News Page S2 Dolls What’s New Page S15 Media Center Page S19 Page S18

S ENIOR E DITOR Marissa DiBartolo mdibartolo@adventurepub.com A SSOCIATE E DITOR Phil Guie pguie@adventurepub.com A SSISTANT E DITORS Christine Duhaime cduhaime@adventurepub.com Ali Mierzejewski amierzejewski@adventurepub.com E DITORIAL A SSISTANT Kara Faulk kfaulk@adventurepub.com E DITORIAL I NTERNS Lindsay Gordon Abby Oladipo P RODUCTION D IRECTOR Anthony K. Guardiola aguardiola@adventurepub.com C ONTROLLER /O FFICE M ANAGER Robert Forde rforde@adventurepub.com U.S. Corporate Headquarters Laurie Schacht, President laurieschacht@aol.com

Adventure Publishing Group, Inc.® 307 Seventh Ave., #1601 New York, NY 10001 Phone: (212) 575-4510 Fax: (212) 575-4521

Member, International Toy Magazine Association

viewpoint

Editor’s

MORE THAN JUST

THE

ABCS

Shaping Moral Values Through Play Marissa DiBartolo senior editor Toys are so much more than just playthings. All children learn through play, and aside from basic skill building, toys can teach kids moral values and help them enhance and embrace their individuality. Being “different” is often shunned at the grade school level, especially with increased bullying in schools and on the Internet. Kids need to learn how to love what makes them unique and build their selfesteem, and there are many toys on the market that help them do exactly that. Consumers are often critical of Barbie, arguing that her appearance is unrealistic and leads girls to feel self-conscious about their less-than-perfect bodies. However, let’s not forget that first and foremost, Barbie teaches girls that they can be anything they want, including a chef, a scientist, a doctor, and a veterinarian. Though she may love her mascara, she is a power woman at heart and she gives kids the confidence they need to pursue their dreams. In this issue, we feature dolls of all shapes and sizes, and many of them teach kids important moral values, including nurturing techniques, celebration of individuality, and the importance of environmental conservation. Check out the full dolls showcase on page 31. It is important for kids to establish a good sense of self confidence at a young age. Construction toys leave kids with a feeling of accomplishment, which is important for establishing self-esteem. Whether they use their building blocks to mirror the image on the box or they make their own creation, they have accomplished a goal and built their own play set. With so many products for so many different age groups on the market, providing kids with innovative construction toys will help them establish a strong sense of self. For some great options, check out the construction toys showcase beginning on page 15. In addition to learning to accept themselves, kids must

6 • THE TOY BOOK

also learn to embrace the differences in others. Though typically competitive, board games can encourage team play, sharing, and patience. All of these skills are important for kids to learn and will help them become more tolerant of differences in their peers. In turn, these values will help lessen bullying and increase acceptance of individuality. Turn to page 22 to see some of the latest and greatest board games for kids (and adults). With so many benefits for kids beyond keeping them occupied for a few minutes, toys are an important part of shaping personality and moral values.

JULY/AUGUST 2013

update

Industry

Fun Fact

More than 30 million of Hasbro’s Easy-Bake Ovens have been sold since Kenner Products released the first working toy oven in 1963. The toy has become a pop culture staple with more than 150 million mix refills sold. There have been 12 different oven models, each reflecting the popular kitchen styles of its time (the first was turquoise). The ovens adapted as time went on—from avocado green and poppy red ovens, to a microwave oven look, to potato chip makers and the Super Treat Center, which allowed kids to make their own ice cream, ice pops, soda, and fudge candy. In 2003, Easy-Bake introduced the Real Meal Oven, allowing kids to make full meals from appetizers to desserts. In 2006, the Easy-Bake Oven was inducted into the National Toy Hall of Fame. For its 50th anniversary, the Easy-Bake Oven underwent another makeover. The new EasyBake Ultimate Oven uses a heating element similar to a conventional oven instead of a light bulb, and comes in two different models, one of which is a sleek, more genderneutral blue and gray color scheme.

Original Easy-Bake Oven, 1963

8 • THE TOY BOOK

VTECH INTRODUCES INNOTAB 3S LEARNING TABLET VTech has introduced the InnoTab 3S for kids ages 3 to 9. The InnoTab 3S, the next generation of one of the first children’s learning tablets with Wi-Fi, features VTech Kid Connect, an exclusive communication app that allows kids to connect with their parents and friends through both tablet-to-mobile and tablet-to-tablet communication; a rechargeable battery pack with an AC adapter; and a kid-safe web browser. In addition, access to VTech’s Learning Lodge app store—home to downloadable content and curriculum for purchase—and 20 free apps provide kids with a start on their learning journey. The InnoTab 3S is available at vtechkids.com, Amazon.com, Target.com, Toysrus.com, and Walmart.com.

SPIN MASTER ENTERTAINMENT LAUNCHES ITS FIRST PRESCHOOL ANIMATED SERIES, PAW PATROL Spin Master Entertainment, in association with Nickelodeon, has launched its first solely owned intellectual property, Paw Patrol. Paw Patrol, based on a concept by Keith Chapman (Bob the Builder), with animation from Guru Studio (The Backyardigans and Justin Time), premiered on August 12 on Nickelodeon in the U.S. The Canadian premiere on TVO and Knowledge Network is set for September 2. The series will begin airing on Nickelodeon’s international channels in the fall. Paw Patrol is a CGI-animated series starring a pack of six heroic puppies—Chase, Marshall, Rocky, Rubble, Zuma, and Skye—led by a tech-savvy, 10-year-old boy named Ryder. The series focuses on citizenship, social skills, and problem-solving. The Paw Patrol works together to protect the Adventure Bay community and believes that “No job is too big, no pup is too small!” Spin Master owns the worldwide toy rights and is responsible for producing and distributing Paw Patrol in Canada through broadcast partners TVO and Knowledge Network. Nickelodeon has licensed the global (excluding Canada) distribution rights for the show from Spin Master on behalf of Viacom International, as well as ancillary exploitation rights including licensing and merchandising.

Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Book’s Toy Report. Send an email request to subscribe@adventurepub.com, and add that address to your address book to ensure delivery. For up-to-the-minute news, follow The Toy Book on Twitter: twitter.com/ToyBook, and like The Toy Book on Facebook: facebook.com/TheToyBook. Visit our blog at www.toybook.com.

JULY/AUGUST 2013

MEGA BRANDS LAUNCHES TOURS AT MEGA BLOKS TOY FACTORY Mega Brands launched its North America’s Largest Toy Factory Tour Program at its headquarters in Montreal, Quebec. The Mega Brands team welcomed the local Hochelaga Community Center Day Camp at its Mega Bloks toy factory for a day of building, learning, and fun. More than 120 kids visited the Mega Bloks Toy Factory and enjoyed a variety of building activities alongside Santa Claus and his elves. The Mega Bloks Factory Tours showcase the facilities to young builders through activities specifically customized for each age group. The tours highlight how-it’s-made processes, areas where Mega Bloks are created from start to finish, and future professions that visitors can aspire to. Students also have the opportunity to participate in a question-and-answer session with Mega Bloks toy experts where they ask questions about the toy industry business and the stages in the life of a toy.

HASBRO LAUNCHES NEW TELEPODS LINE FOR ANGRY BIRDS STAR WARS II Hasbro Inc.’s Telepods line uses patented new technology to allow kids to play in two ways: in the physical space and through full integration with apps. The Telepods play experience is available in a line released this August based on the new Angry Birds Star Wars II app, from Rovio Entertainment and Lucasfilm. Telepods lets players teleport Rebel Bird and Imperial Pig figures into the new Angry Birds Star Wars II app so they can choose which characters to launch. Fans can download the Angry Birds Star Wars II app, tap the Telepods icon in the app, place one of more than 30 Angry Birds Star Wars figures on the included Telepods base, and then place the base on a smart device (not included) to immediately “teleport” that figure into the game. With the introduction of never-before-seen Angry Birds Star Wars characters, players can also choose to take the “Pork Side” and play as one of the green pigs. Telepods are digitally-integrated toys designed with stand-alone playability in mind. An assortment of play sets lets kids launch their Rebel Bird figures in real life to destroy iconic Angry Birds Star Wars structures and topple the evil Pig Empire.

STAR TREK SKELE-TREKS DEBUT AT COMIC-CON CBS Consumer Products has created the Star Trek SkeleTreks universe, inspired by Mexican culture and traditions, in conjunction with Maya Studio and Spanish artist Javi Molner. CBS Consumer Products has signed National Entertainment Collectibles Association Inc. (NECA) to introduce a multi-category collection utilizing a signature artistic style. Initial Star Trek Skele-Treks products were unveiled at this year’s Comic-Con International: San Diego. Beginning in September, NECA will roll out the first cross-category collection of Star Trek Skele-Treks products worldwide, including apparel, accessories, figures, and plush. The products feature Captain Kirk, Klingons, and the Borg. Future collections will feature additional Star Trek characters.

ZODIAK KIDS PARTNERS WITH TCG FOR TICKETY TOC Zodiak Kids has signed with TCG to manufacture, distribute, and market a new line of wooden toys and activities featuring Tickety Toc characters for North American distribution. The new product line, targeted at preschoolers, will include characters such as Pufferty, the Tickety Toc Clock, Tommy, Tallulah, McCoggins, and Hopparoo. TCG’s Tickety Toc wooden range is expected to hit North American retail shelves next fall. Established Brands and Studio Licensing brokered the deal on behalf of Zodiak Kids. Consumer products for the brand will also launch in North America this fall, led by master toy partner Just Play and home entertainment partner Anchor Bay Entertainment.

JULY/AUGUST 2013

THE TOY BOOK • 9

S TAT S HOT Change in Dollar Value, 2013 vs. 2012 Dolls

DOLLAR VALUE PERCENT CHANGE

JAN.-MAY 2013 VS. JAN.-MAY 2012

SUBCLASS

DISPLAY DOLLS AND ACCESSORIES

NURTURING DOLL ACCESSORIES

NURTURING DOLL CLOTHES

NURTURING DOLLS

FASHION-THEMED CLOTHES

FASHION STYLING AND DRESS-UP

FASHION-THEMED DOLLS/FIGURES

FASHION-THEMED ACCESSORIES

DOLLHOUSES/FURNITURE

PLAY SET-THEMED FIGURES AND ACCESSORIES NURTURING DOLL CARRIAGES

SPECIAL FURNITURE NURTURING DOLL

-5

-17 -20

OTHER DOLLS AND ACCESSORIES

-46

DOLLS TOTAL

Source: The NPD Group/Retail Tracking Service

Building Sets SUBCLASS

Games and Puzzles

DOLLAR VALUE PERCENT CHANGE

JAN.-MAY 2013 VS. JAN.-MAY 2012

BUILDING SETS

BUILDING SETS TOTAL

JUNIOR BUILDING SETS

DOLLAR VALUE PERCENT CHANGE SUBCLASS

JAN.-MAY 2013 VS.

JAN.-MAY 2012

CARD GAMES STRATEGIC TRADE CARD GAMES

TRAVEL GAMES

-27

PRESCHOOL GAMES

CHILDREN’S GAMES

9 -23

FAMILY DICE/WORD/OTHER

FAMILY STANDARD FAMILY BOARD/ACTION

FAMILY STRATEGY

ADULT GAMES

-21

ELECTRIC HANDHELD/TABLETOP GAMES

-31

BRAINTEASERS

PLUG ‘N PLAY GAMES

-47

3-D PUZZLES

-9

ADULT PUZZLES

2 11

CHILDREN’S PUZZLES

GAMES/PUZZLES TOTAL Source: The NPD Group/Retail Tracking Service

Source: The NPD Group/Retail Tracking Service

10 • THE TOY BOOK

JULY/AUGUST 2013

European Market Update Dolls in Fashion!

he dolls market in Europe represented 12.5 percent of total toy sales last year, its strongest share in the last five years. This can be explained by a solid 7 percent increase in value sales compared to the overall European toy market, which recorded a 1 percent decline. (Source: The NPD Group/Consumer Tracking Service/Europe 5)

No. 1 for Girls Dolls form an essential part of the girls’ toy market in Europe and represent 33 percent of overall sales for girls ages 3 to 8. As they grow older, girls tend to move on to arts and crafts. NPD does see cultural differences by country, however, as some countries have a more pronounced taste for dolls than others. This is the case for Spain, where more than half of girls’ toy sales go to the dolls category. This also explains the strength of some local manufacturers and brands. The dolls category is one that is really anchored in the culture of the family. In the infant and preschool age group, dolls is the category most purchased by grandparents. There is something of a heritage when a mom or a grandmother buys a doll. They identify with the little girl, often thinking back to their own childhood with nostalgia. This explains in part why historic brands such as Nenuco or Nancy, from Famosa, perform so well in Spain. But Spain is not the only country where local brands succeed alongside global brands. In the UK last year, the top property for the overall toy market was Moshi Monsters; the online phenomenon became a sensation over time and was hugely successful, thanks to Vivid Imagination’s play set-themed dolls, which sold in standard blister packaging or in blind packs. In Germany, Filly, from Simba, has had tremendous success—it ranked as the eighth largest property for last year, while Cicciobello, from Preziosi, was the best-selling item of all toys for the year in Italy. As in the U.S. market, sales were boosted by the fashion dolls category, which accounts for no less than 50 percent of the European dolls business. Fashion-themed dolls sales increased by 15 percent after European girls embraced Mattel’s Monster High. The strongest results for this brand were recorded in Spain, where the property ranked No. 1 in the overall toy market, overtaking its rival Barbie. Monster High has had a positive impact on the fashion dolls category in that it revived the aisle with a fresh concept,

JULY/AUGUST 2013

which also appealed to an older age group that regularly walked away from fashion dolls around the age of 9. As a result, sales to girls ages 9 to 11 more than doubled in the space of three years, and now account for 16 percent of fashion dolls sales in Europe, compared to only 11 percent in 2009 before its introduction. Looking back at the first five months of this year, the dolls category continues to grow in single digits in Europe 5 led by fashion dolls (more than 21 percent). Monster High is still gaining share in most markets, but a handful of brands are getting ready to make their entrance on the shelves to challenge that. Future growth might come from Ever After High (a spin-off of Monster High), from Mattel; My Little Pony Equestria Girls, from Hasbro; or the new brand Pinkie Cooper, from The Bridge Direct as an outsider. ■ —Frédérique Tutt, industry analyst, NPD EuroToys

TOP 10 BEST-SELLING D OLLS OF 2012

UK RANK

TITLE

MONSTER HIGH SURT ASSORTMENT, MATTEL

PARTY DRESS MONSTER HIGH, MATTEL

2 4 5 6 7 8 9

MONSTER HIGH FIESTA DIVINA, MATTEL MONSTER HIGH ISLA CALAVERA, MATTEL

MONSTER HIGH DRACULAURA Y CLAWD WORF, MATTEL MONSTER HIGH TRAVEL SCARIS ASSORTMENT, MATTEL MONSTER HIGH VEHICLES, MATTEL

NANCY MAQUILLA Y DISFRAZA, FAMOSA

MONSTER HIGH DESIGN YOUR MONSTER, MATTEL PINYPON HOUSE IN THE SNOW, FAMOSA

Source: The NPD Group, EuroToys Retail Tracking Service

THE TOY BOOK • 11

perspectives

Toy Industry Association

Dads on Duty The 21st Century Father’s Role in the Toy Aisle by Kristin Morency, communications specialist, Toy Industry Association

he age-old stereotype of the clueless young dad unable to change his newborn baby’s diaper is quickly becoming a thing of the past. According to the U.S. Census Bureau, the number of stay-at-home dads has more than doubled in the last decade, with more than 176,000 fathers remaining out of the workforce to care for their children while their wives worked outside the home in 2011. “The shifting roles and responsibilities of fathers in the home are having a gradual but noticeable impact on the toy industry,” notes Toy Industry Association (TIA) trend expert Adrienne Appell. “Fathers are increasingly influencing the way toys and games are designed, marketed, and even presented in-store.” TIA spoke with childhood, family, and play experts to gain insight into the growing phenomena of “Mr. Mom” and “Hands-on Dad,” and what it means for the future of toys and play. A recent TIA-commissioned study on family toy purchasing decisions conducted by The Family Room LLC found that fathers are more likely to shop with their sons and be drawn to digital/tech toys, action figures, video games, vehicles, and character- or theme-based toys. However, experts are reporting an increasing desire among dads to relate to their daughters.

12 • THE TOY BOOK

Claire Green, president of Parent’s Choice Foundation, confirms that dads today are more influential in the toy aisle than they have ever been. “Retailers are really paying attention to dads who shop,” says Green, “and we’re seeing that whether dads are shopping online or in the store, they’re beginning to have a more open mind in considering toys their kids would like, especially their daughters.” This means fathers are becoming more comfortable purchasing doll products and feeling more open to playing with their daughters, “whether it’s with Barbie, or building with Lego Friends, or otherwise,” says Green. “It’s no longer just marketing to moms that’s enough.” Ira Mayer, president of EPM Communications, a market research firm that recently published a report titled What Dads Think and Do, believes men to be more “destination-oriented” when they go shopping, versus women who tend to plan shopping trips with multiple stops at various stores. Transforming the in-store experience into an event that dads and kids can enjoy together encourages repeat visits. “Smart toy retailers are building ‘fun’ into the experience of shopping,” says Mayer. “Think of the Lego stores, Disney stores, and others. Many independent toy retailers have also had work/play areas for years.”

Toymakers are also responding to dads’ more prominent role in the household. The ever-popular construction toy category now includes several toy options that encourage girls to build—a perfect activity for moms, dads, and siblings to play together. Mayer agrees that dads’ input has spurred manufacturers of construction toys to “create more offerings geared toward girls.” “It’s really a lot of fun to see dads in the picture,” says Green. “Whether they are in the toy aisle or on the playroom floor, their participation really enriches the play experience for the whole family.” “We’ve only hit the tip of the iceberg,” says Appell. “As industry awareness grows about the emerging influence of dads across every toy and game aisle, we’re going to see even more shifts in toy development and merchandising. Toy manufacturers will create playthings that kids and their fathers love to play together … while retailers will find interactive and creative ways to cater to dad ■ shoppers.”

Registration is open for Fall Toy Preview—the TIA’s by-appointment-only event where toy manufacturers privately showcase their newest product lines to long-lead buyers. The show takes place October 1 to 3 at the Dallas Market Center in Dallas. Visit ToyAssociation.org/FallToyPreview to learn more.

JULY/AUGUST 2013

QUESTIONS WITH

1. Why has the construction category taken off over the past couple of years? The category has been consistently growing for the past four years and we believe it represents a desire for more educationally beneficial toys, which absorb children’s imagination from the age of 1. Parents want what is best for their children and they increasingly understand the benefits of construction in terms of skill development, creativity, selfexpression, and sense of accomplishment. We are confident that the construction toy category will only continue to grow. Mega Bloks will continue to offer more choices for preschoolers, boys, girls, and collectors, allowing all of our fans to continuously immerse themselves in this play pattern and grow with Mega Bloks.

2. What are some of the biggest trends you’ve noticed in the construction category recently? The first important trend in the construction category is the accelerated growth of construction toys for girls ages 4 and up. For girls ages 1 to 4, construction has always been an important part of their play. Mega Bloks has been making construction toys for girls for more than 27 years, from our very first preschool Big Building Bag in pink-themed colors to our Mega Bloks Hello Kitty and Mega Bloks Barbie lines. We know that girls love creativity, customization, and self-expression, and that construction toys bring out a sense of accomplishment in all girls. This has proven that the girls’ construction category is here to stay. Another important trend that we are noticing this year is the introduction of lights and sounds in construction play sets. Mega Bloks has a number of new construction toys from a variety of our brands that will highlight these features. For example, our new Mega Bloks First Builders Billy Beats Dancing Piano and our Mega Bloks Barbie Super Star Stage will invite toddlers and girls to dance to the beat of more than four songs per toy with lights that flash to the beat of the music. In addition, our new Mega Bloks Halo UNSC Night Ops Gausshog will feature lights and authentic sounds from the new Halo video game. Retailers have recognized these trends as well, with more space dedicated to overall construction toys and also in-

• THE TOY BOOK

Drew Stevenson, vice president, North American sales and retail marketing creased space particularly for older girl-oriented construction toys. 3. When it comes to Mega Bloks specifically, what are you doing to push growth in this category? We are working on new campaigns for several of our star brands including Mega Bloks: First Builders, Barbie, Halo, Skylanders Giants, and this year’s new Mega Bloks Hot Wheels. We constantly strive to provide the most compelling and attractive offerings to our consumers—from parents and young kids to adult fans and collectors. We are at the forefront of licensing, working with the very best companies in children’s entertainment. We work diligently with our retail partners to develop the most competitive programs in the marketplace and a best-in-class shopping experience. We also speak directly to our consumers through our Mega Bloks websites and social media platforms. 4. Is Mega Bloks seeing growth statistics that match the statistics for the overall category? Mega Bloks has been growing ahead of the market and gaining share at retail. We continue to dominate the preschool construction category and are in the top two construction toy companies, which represent 95 percent of the category’s share. The launch of our Mega Bloks First Builders line (building toys targeted towards preschoolers ages 1 to 5) last year was a great success. As a result, we have seen very encouraging growth in retail sales, giving our retailers the opportunity to more effectively merchandise our line. 5. What lessons can be learned from what’s happening in the construction toys category? Can these lessons translate to other toy categories? The concentration on toys with rich content, absorbing play, and educational benefits are things that can be translated into other categories and increase their success. However, the majority of the growth in the construction category is really coming from the top two players and only strengthening the position that this is an extremely brand-loyal category, therefore making it very difficult for non-branded products and new competitors to gain entry with success. ■

JULY/AUGUST 2013

Construction Boom

he state of the construction aisle is strong and it’s undoubtedly tied to innovations in the category, from building sets geared toward girls, such as the Lego Friends line, to light-up construction toys, such as Laser Pegs. According to the NPD Group’s Retail Tracking Service, building sets saw a 23 percent increase in sales last year. The next closest category of growth was arts and crafts with 8 percent. A lot of this may have to do with last year’s success of Lego Friends, which opened up a whole category of play to girls. Light-up construction toys have also made their way onto shelves, including Laser Pegs’s expanding line, Mega Bloks’ introduction of the Barbie Build ’n Style Super Star Stage featuring lights and sound, and Smart Toys & Games’ Smartmax line of magnetic construction sets. Hot gaming and TV properties are leaving an imprint on the category as well, including K’NEX’s Pac-Man and the Ghostly Adventures Maze sets, Cut the Rope-themed sets from Round 5, and WWE-themed building sets from The Bridge Direct. The specialty market is also filled with construction toys that get kids’ gears turning. Meccano’s Erector brand will release a whole lineup of multi-model construction kits and Reeves International debuts additional carpentry kits to its Red Toolbox line.

Construction Toys Kids can transport by sea with the Cargo Ship with Loading Crane, from Playmobil. The floating ship’s rotating and adjustable crane with a container clamp makes it easy to safely convey heavy cargo on and off board. Kids can take control of the bridge through the cabin’s removable roof and weigh anchor with the winch at the bow of the boat. The set also includes three figures, two cargo containers, a flag, and other accessories. Children can upgrade this set with the Playmobil Underwater Motor, which will automatically propel the cargo ship through water. This set is designed for kids ages 4 to 10.

JULY/AUGUST 2013

The Kre-O G.I. Joe Arashikage Dojo Building Set, from Hasbro, lets kids ages 7 to 14 build the G.I. Joe Arashikage Dojo and act out the ultimate ninja battle between Cobra and G.I. Joe. The three-level Kre-O G.I. Joe Dojo Playset, with approximately 700 pieces, features an interior play area with a training dummy Kreon figure, a weapons rack, and the ultimate gold ninja sword with a light brick. When kids open the front doors of the dojo, they will find firing cross bows and a swinging double axe. Also included in the building set for kids and fans are the Hiss Tank Cobra Vehicle with firing projectiles and seats for two Kreon figures, and the Snake Eyes Motorcycle with ninja swords. Six collectible Kreon figures with ninja weapons and accessories are included.

THE TOY BOOK • 15

Construction Toys

With the Legends of Chima Cragger’s Command Ship, from Lego, kids ages 8 and up can create the ultimate swamp battle. Leonidas and Lonnex are making a jet-bike escape with the Croc tribe’s Chi, but it takes more than that to outsmart Croc Prince Cragger. Kids can fire up Cragger’s Command Ship and go after the culprits. The set features a snapping mouth, and Chipowered missiles can be fired with a swipe of the croc tail. Kids can also call in their Raven ally Rawzom to attack from the air or to swoop down from above and catch those Chi-nabbing cats. Then, by deploying the stealthy mini boats and the high-flying croc helicopter, kids can stop the cats from ever leaving the swamp. This set includes six minifigures with assorted tools.

Neat-Oh!’s Lego City ZipBin Storage Basket & Playmat stores thousands of Lego bricks and keeps a child’s room neat. The ZipBin Baskets are traditionally-shaped baskets with handles for easy storage and mobility. The Lego City Basket has bright primary colors on the exterior and a graphic of urban sprawl on the inside. Unzipped, the ZipBin Basket becomes a fun activity playmat. When play is done, kids can capture all the toys inside.

16 • THE TOY BOOK

The Nanoblock Under the Sea Assortment, from Ohio Art Co., features micro-sized building blocks that make it possible for kids to build with fine details. With more than 120 pieces of assorted sizes and colors, kids ages 8 and up can build a Manta Ray with its triangular pectoral fins. With a finished size of 4.125 inches wide by 2.875 inches deep by 0.875 inches high, it fits perfectly in the palm of a child’s hand. The Under the Sea line also includes an Octopus made from 80 assorted size pieces and a colorful Clownfish made from 110 assorted size pieces.

Kids can build their favorite Pac-Man mazes with the Pac-Man and the Ghostly Adventures Maze Assortment, from K’NEX. The mazes from Pac-World and Netherworld feature repositionable wall panels for easy customizing. The sets also feature either Pac-Man, Cylindria, Spiral, or Betrayus and each includes a minion ghost, power pellets, and a unique accessory. Kids can collect and build all four sets to create a giant labyrinth. These sets are for kids ages 7 and up.

JULY/AUGUST 2013

Construction Toys

The Barbie Build ’n Style Super Star Stage, from Mega Bloks, lets kids build their own two-story stage with real lights that flash to the beat of the music. Kids can help Super Star Barbie and her friends get ready back stage in their dressing room, do a sound check on the moveable speakers, and hit the lights and sound. This set includes Super Star Barbie, Raquelle, and Teresa, along with accessories, including microphones, guitars, a DJ booth, a keyboard, and a spinning elevator. This set is designed for kids ages 4 and up.

Kids can light up the field with three new Laser Pegs Major League Baseball kits, from Laser Pegs. Each kit comes with three new Laser Pegs (a baseball, a baseball bat, and a baseball glove), an accessory baseball cap, and 30 team decals that kids can add to their players. Kids can choose from 42 models to build, including the Slide, the Home Run, and the Short Stop, or kids can think up their own big hitter.

18 • THE TOY BOOK

Om Nom’s Playground, from Round 5, is a Cut the Rope-branded building set that merges the two main features of the app. Get through the course to feed Om Nom by using a few simple parts over and over to create an expandable system. The customizable play set can be built as easy or as difficult as the child chooses. There are different levels of sets, including intro sets, quick sets, mega sets, and deluxe sets. Each building set includes a 2-inch Om Nom figure.

The Bridge Direct’s WWE construction toys, for kids ages 6 and up, mark the first time the franchise will be represented in the construction toy category. The StackDown Ring Playset comes with accessories, including real working ring ropes, a Jumbotron screen, TV cameras, a referee figure, and two superstar figures—John Cena and The Miz. The superstars can train for matches with the Train ’n Rumble Playset, which comes with Sheamus and Rey Mysterio figures and features functioning punching bags, wrestling dummies, and a weight bench. Other sets include the Vehicle Sets, which include one superstar figure with a unique customized vehicle, and the Starter Sets, which come with one superstar figure and a small build.

JULY/AUGUST 2013

U.S. & EU Free Trade Agreement

Fantasy or Reality? by Dr. Manfred Bayerlein, CEO, TÜV Rheinland AG

any people in the toy industry—from manufacturers to retailers—would like a binding global testing standard to be implemented for children’s toys. In the global economy, harmonized standards would save manufacturers money and time to market. Consumers would also benefit from this, as increased competition would enhance product quality and selection. Although there is not yet a global standard in place, some initial steps are hinting at such a change. Earlier this year, the European Union’s (EU) parliamentary committee voted favorably to negotiate a free trade agreement (FTA) with the U.S., meaning the possibility of a partnership between two markets that together account for nearly half the world’s economy is greater than ever. Both sides have already made efforts to develop common standards, especially through the International Electrotechnical Commission (IEC) and the International Organization for Standardization (ISO), as they recognize that regionalspecific, technical requirements hinder trade in a global economy. The international committee working on Safety of Toys—Part 1: Safety Aspects Related to Mechanical and Physical Properties (ISO 8124-1:2012), has incorporated similar tests to those included in the U.S.’ Standard Consumer Safety Specification for Toy Safety (ASTM F963-11) and in the EU’s Safety of Toys: Mechanical and Physical Properties (EN 71-1:2011). While physical and mechanical testing of children’s products and toys differs considerably, there is more consistency among both nations when it comes to the chemical testing. The list of heavy metals, harmful chemicals, and toxic substances is comprehensive, and the EU and the U.S. have similar limits and test methodologies. Presently, manufacturers are worried about lead, cadmium, chromium, antimony, selenium, barium, mercury arsenic, nickel, the family of phthalates, bisphenol-A, formaldehyde, and flame-retar-

20 • THE TOY BOOK

dant chemicals polybrominated diphenyl ethers (PBDEs) and tris (1,3-dichloroisopropyl) phosphate (TDCPP). The FTA would address two areas: tariff-related trade barriers (such as customs duties) and non-tariff-related trade barriers (such as licensing regulations, compulsory certifications, and standards). Currently, toys enjoy low-tono tariffs in both markets. Should the FTA agreement become reality, toy manufacturers would benefit from scalable effects. For them, the need for only one test instead of many means faster time to market and lower testing costs. These benefits will help the industry as a whole, as new markets open up and the overall industry grows. In turn, this will lead to growth in the testing and certification business, as there will be increased mid- to long-term development in the transatlantic economic zone. Ideally, a harmonized standard would include all worthy safety practices from both members to create a single comprehensive approach to ensure children’s safety. However, this does not mean that safety philosophies on both sides for product testing and certification can be reduced to a common denominator, nor is it absolutely essential to harmonize all standards for evaluating the safety of products. Both the EU and the U.S. markets, embedded in their respective cultures, have been developing in their own ways for decades, which cannot and should not be reversed through an FTA. It is more important to create uniform standards and apply comparable procedures when it comes to accrediting laboratories and appointing certification bodies to prevent the distortion of competition, despite the free trade area. ■ Dr. Bayerlein became CEO of TÜV Rheinland AG in 2011. He has been working for the technical service industry since 2003 in various executive positions. Dr. Bayerlein studied materials science and IT at the University of Erlangen-Nuremberg, Germany.

JULY/AUGUST 2013

QUESTIONS WITH

Martin Marechal, Director of Sales and Marketing 1. How has Blue Orange Games achieved success in recent years? I think it all comes down to the quality of our products and the effort we put into developing them. Each new game should add variety to our catalog but also fit the winning formula: easy to learn and play right out of the box, stimulating not only the mind but interaction between players, and having that catchy “it” factor—something that appeals across generations. We spend months holding focus groups to gather feedback on design, clarity of rules, value, and game play. We want to give people value for their money. I think our retailers and consumers really appreciate this, and in turn, love and support our games. 2. What is different about the new addition to the Spot it! brand, Spot it! Party? Why did you choose to launch this version? We consistently hear from Spot it! fans eager for more of their favorite game. We not only wanted to add variety, but to add new dimensions to the game and to offer an expanded edition fit for bigger occasions. Unlike its predecessors, Spot it! Party comes in a big box with card stands and a game totem, the Hand Mascot, which introduce new ways to play. The cards have new, fun, and slightly more “grown-up” symbols. It’s a true party game with longer play duration, exciting twists, and more advanced game play. At a great price point and in a gift wrap-friendly box, Spot it! Party is a perfect holiday gift. It’s sure to be a big hit this fall. 3. What is Blue Orange doing to expand its product

JULY/AUGUST 2013

line this year? We are looking to diversify our collection with new formats and target audiences. This year, we launched our first dice games, Flash and Nada, which have gotten a great response. We have many surprises for next year and we hope to launch games for younger children, more “gamer” types, as well as universally appealing games with well-designed game boards and components. 4. A few of your products feature licensed brands. Is this an area that Blue Orange plans to expand? It is something that we are interested in pursuing further. Licenses can capture a whole new audience and create a stronger personal connection to a game. The licenses we look for should make sense with how the game is played and add to its play value. For example, with Spot it! MLB, kids get the chance to really learn all the Major League Baseball teams by logos and mascots. 5. Blue Orange Games is known for its green initiatives. In what other ways does the company give back to the community? Last year we successfully piloted a fundraising program with schools in the form of game fairs. We continually donate games to classrooms, charitable events, summer camps, and places like the Boys & Girls Clubs of America. Our brand ambassador reaches out in our local Bay Area to spread the appreciation of games to schools, clubs, events, and local businesses. We also have a strong network of pediatric therapists across the country that we run promotions with and have really benefitted from their feedback and support. ■

THE TOY BOOK • 21

THE KID

Bringing Out

In All of Us

Adult-Appropriate Party Games Flood the Game Aisles by Marissa DiBartolo

Board games aren’t just for kids anymore. Adult parties are looking more like play dates with the addition of new party games flooding the shelves and making their way to coffee tables everywhere. With companies cranking out new party games year after year, there are a lot of options for consumers to choose from, but there are a few common elements necessary for success.

It’s Game Time

With the fourth quarter fast approaching, Jonathan Berkowitz, vice president of marketing for Hasbro Gaming, says this is the best time for party games, since people are throwing holiday parties, hosting guests for sporting events, and looking for indoor fun. “Party games are a natural fit with these occasions and the industry has a real opportunity here to be offering more and more options that will meet the needs of consumers looking for great out-of-the-box gifting and entertainment options,” he explains.

Laughing Out Loud

Party games with a focus on humor are increasing in

22 • THE TOY BOOK

popularity. Even games that are based on trivia and word building can have a humorous spin, allowing consumers to have a good laugh (even if it’s at a friend’s expense). “The thing that makes party games a success is their ability to bring groups of friends or families together for a shared experience full of laughs and good times,” says Berkowitz. “Games like Scattergories, Taboo, and Catch Phrase, while word-based, still create those laugh-out-loud moments between friends that give players the chance to cut loose and let their guard down.” In addition to the aforementioned classic favorites, Hasbro has introduced new humor-based party games this year, including Funny or Die, a game based on the humor website funnyordie.com. Players are given creative license to mix and match silly photos and captions to come up with zany combinations and all players vote on which combinations are funny and which die—just like on the website. Spin Master’s party game lineup for this year also reflects the importance of humor. “Each one of our party games provides a unique experience to the consumer, but all of our games are centered around humor, whether it’s the action or the content,” says Louise Ocasion, senior director of games marketing for Spin Mas-

JULY/AUGUST 2013

ter. “We want people to enjoy playing our games, so we try to include different ways to play so it’s never boring.” This year, the company has taken its popular Logo board game to new heights with Logo Party. The newest version goes beyond answering trivia questions and allows players to interact with their favorite brands with four different play actions—draw it, describe it, do it, and reveal it.

New Players

In addition to companies such as Hasbro and Mattel that have been cranking out the laughter-inducing party games for decades, new companies are venturing into the space as well. Peaceable Kingdom, a specialty manufacturer with a wide array of games for preschoolers, has recently launched a game geared toward an older audience, called What’s It? A cooperative game for two to six players

Games & Puzzles

Mega Brands has added new Disney puzzles to its collection this year. The Disney Magnetic Wood puzzle, for kids ages 3 and up, has 25 pieces and measures 11 inches wide by 11 inches long when completed. The wood puzzle has a magnetic back so little puzzlers can assemble the puzzle on all kinds of surfaces. The Disney Scrapbook puzzle has 1,000 pieces and is designed for kids ages 12 and up. The puzzle features key moments and scenes from iconic Disney films, with unique images created by the Mega Puzzles design team.

JULY/AUGUST 2013

or teams, What’s It? challenges players to identify an abstract doodle and write down what they think it looks like. Players collectively score points for like answers, and lose points for different answers. “Peaceable Kingdom wants to be the cooperative game company, and not just for kids,” says Donna Jaffe, president of Peaceable Kingdom. “We know cooperative games are a great way for families to introduce young children to games, but they’re also great for families and adults who want to have a communal experience without the stress of steep competition,” she says. Opening up the kids’ market to adults allows game companies to reach a whole new audience. With new companies entering the party game arena and more adults seeking fresh fun from the gaming shelves, this category is sure to keep consumers laughing and retailers and manufacturers smiling. ■

Fisher-Price I-Jig Interactive Electronic Puzzle System, from TCG, is an innovative jigsaw puzzle system that lets preschoolers make a puzzle, play games and music, learn animal names and sounds, and answer questions about the puzzle. Each puzzle has three different interactive modes and more than 50 questions to intrigue little puzzlers. The console includes two 24-piece interactive puzzles, as well as storage for additional puzzle cartridges. Themes include farm/barnyard, zoo, jungle, and vehicles. The puzzle system is designed for kids ages 3 and up.

THE TOY BOOK • 23

G&aPmu zezls es Pressman Toy’s Are You Normal? party game asks questions, such as “Is it normal to have lied about your weight on your driver’s license?” “Is it normal to have laughed so hard that something came out of your nose?” “Is it normal to have ever worn thong underwear?” One hundred people have been polled for each question in the game to determine what is and what isn’t normal. It’s guessing and betting fun with plenty of surprises for players throughout the game. Are You Normal? is designed for two to six adults.

Celebrity Throw Down! is an edgy, tongue-in-cheek Hollywood-based party game, from Buffalo Games. Players select the best celebrities for a given situation. One player draws a situation card that asks, “Who is the best celebrity to…” with a different situation, such as “read you a bedtime story,” or “be a hostage negotiator,” or “have a pet name for part of their anatomy.” Each player submits a celebrity card from their hand of four cards, including fictional characters and real-life celebs. Players then take turns eliminating the celebrity least suited for the situation until one remains. The player who submitted the remaining celebrity wins the round. Celebrity Throw Down! includes almost 300 celebrity cards and 162 situations. The game is designed for three to eight players ages 14 and up.

NFL Rushzone Board Game, from Techno Source, lets players bring home the battle of the gridiron. Players split into teams and a coin flip starts the game. The offense rolls the dice to keep the drive alive, while the defense tries to sack the quarterback and force a turnover. The game includes all 32 NFL teams so players can suit up as their favorites and score as many points as possible before the game is over at the end of the fourth quarter to win. The game is designed for two to six players ages 7 and up.

24 • THE TOY BOOK

Monster Café, from Gamewright, is a terribly tasty new card game. Players lay down cards to seat hungry monsters around tables filled with such revolting refreshments as Roasted Roadkill, Boiled Brains, and Stinky Sock Stew. However, the monsters are picky eaters, and players must try to feed them what they fancy in order to gain more points. Though they may be picky, they all hate lemon sorbet, and players will too as it sets them back a turn. Gameplay takes about 15 minutes, and is designed for two to four players ages 8 and up.

JULY/AUGUST 2013

G&aPmu zezls es With Disney Eye Found It!, from Wonder Forge, kids can discover hidden treasures and Disney characters on the colorful, six-foot-long gameboard. Players can join Mickey Mouse and friends on a race through 12 illustrated Disney worlds, including Cinderella, Phineas and Ferb, and Monsters, Inc. Along the way, players find iconic Disney objects and have the chance to say, “I found it!” The game promotes cooperation, observation skills, object identification, and matching skills.

Mattel’s Pass the Popcorn is a movie-guessing game featuring 250 of the biggest box office hits, award-winners, fan favorites, and film classics. Players are given cast names, character names, the story, or a famous quote from the movie in play. Each player competes to turn over his or her tiles and name the movie before any other player. Pass the Popcorn’s unique tile format eliminates the need for a gameboard, so the game can be played anywhere. The game is designed for players ages 12 and up.

26 • THE TOY BOOK

Original 3D Crystal Puzzles, from University Games, feature uniquelyshaped, interlocking, translucent crystalline pieces that give puzzling a whole new dimension. The line features more than 50 sleek designs, including a classic car complete with steering wheel and spare tire and usable gift boxes complete with lids. Licensed characters, including Hello Kitty and Snoopy, are also available. The puzzles are designed for kids and adults ages 12 and up.

NFL Game Day, an official licensed product of the National Football League (NFL), from Fremont Die, is a board game that teaches the rules of NFL football. This family-friendly game makes players the coaches and tests offensive, defensive, and special team play in rivalries of fans’ own imaginations. The metallic gameboard resembles a realistic NFL field, including hash marks, scoreboard, and fans. Players can customize the end zones to feature their favorite teams with magnetic logos from all 32 NFL teams. Gameplay is determined through the exchange of cards reflecting offense, defense, and special teams plays. Players mark the progress on the field with a magnetic football. The set also includes a yard marker to keep track of downs after each play. The score is kept with additional discs placed on the scoreboard. The game is designed for two to four players ages 9 and up.

JULY/AUGUST 2013

What Would You Do For a Klondike Bar?, from All Things Equal, challenges players to get creative, think quickly, and put their talents on display. Players compete in creative, courageous, and cockamamie challenges while racing to collect all six Klondike bars. In the end, glory rests with the player who best answers the call, â&#x20AC;&#x153;What Would You Do For A Klondike Bar?â&#x20AC;? Made in the U.S., the game features 300 creative head-tohead challenges. The game is designed for four to six players ages teen to adult.

Sparks fly as two to five players flick magnetic stones in AttrAction, from R&R Games. Each player begins with one magnetized stone, while the remaining stones are spread out over a flat surface. Players take turns flicking their stone on the table. If the stone hits other stones and they stick together to form a cluster, the player takes all of the stones in the cluster. However, the magnetic stones can repel just as easily as they attract. Players continue taking turns until all of the stones are gone. AttrAction is fast-paced and takes only minutes to play. There is no gameboard, making it easy to transport and lure in players ages 14 and up.

To see more great games and puzzles, turn to page 73. JULY/AUGUST 2013

Dolls,

Dolls

Through Ups and Downs, the Doll Market Perseveres by Lutz Muller

f you just look at the overall sales picture of dolls and plush in the U.S., you see a picture so dismal you would want to emigrate. This is what NPD numbers tell us: U.S. Toy Market at Retail

Figure 1

3,500 3,000

U.S. $Million

2,500 2,000 1,500

Dolls

1,000

Plush

500

2013 (est.)

2012

2011

2010

2009

2008

2007

2006

2005

2004

2003

However, when you look a little closer you will see that there is still life in this category. The most important segment of the doll category is fashion dolls, and as far back as we can remember, Barbie has reigned supreme there. Only once was she challenged— between 2004 and 2007 when MGA Entertainment’s Bratz nearly got to a 50 percent market share in the U.S. fashion doll market. This fight for the No. 1 position soon migrated from shelf space battles into court case brawls, which are still ongoing today. In any event, Barbie began to recapture lost market share territory by the summer of 2010 and Bratz had virtually disappeared from the shelves by the spring of 2011.

28 • THE TOY BOOK

Since then, Bratz has somewhat recovered, but it never got back to where it had been in its heyday. However, Mattel management had learned a valuable lesson. Yes, Barbie was a nice, wholesome, good girl, but MGA proved that not all tween girls wanted a doll that was nice, wholesome, and good. They wanted a doll that was edgy, pushy, bratty, and not very well-behaved—in short, Bratz. Mattel responded by creating Monster High in July 2010 and proceeded to make it a major success story. Monster High has even overtaken Barbie and is now the No. 1 brand in the U.S. However, MGA did not stand still. In the same year Mattel created Monster High, MGA launched a new line of rag dolls called Bitty Buttons. Bitty Buttons were very similar in concept to the Raggedy Ann dolls, which were first created in the 1920s and are still around today. The line gained traction when MGA decided to change the name from Bitty Buttons to Lalaloopsy shortly after the brand launched. While all this was going on, there were other comings and goings. Spin Master launched Liv, which was relatively shortlived, followed by Victorious which is still hanging in there by the edge of its teeth. MGA had also launched Moxie Girlz as a companion to Bratz, but the range failed to take off and is now slowly vanishing from top retailers’ shelves. The most recent ambitious entry was Jakks’ Winx Club dolls, released last year and now pretty much on clearance everywhere. Today, there are two new entrants on the horizon—one is a new version of the original Raggedy Ann, unveiled by Hasbro at the 2013 American International Toy Fair and expected to

JULY/AUGUST 2013

Fashion Doll U.S. Market Shares

Figure 2

Percent

to June 21, 2013 60

Barbie

Bratz

Moxie Girlz

Liv Dolls

Disney Princess

Monster High Lalaloopsy

make its appearance on toy store shelves this fall. The other is Mooshka, by MGA, a range of soft fabric dolls that is set to launch this fall as well. Throughout all this, Mattel’s Disney Princess sailed like a stately ship through these choppy waters, holding on to its No. 2 or No. 3 position regardless of the ups and downs of all the other brands competing for the top spot. The Princess trend is experiencing a mild resurgence due to the very successful entry of Sofia the First, a doll range backed by a 3D computer-animated TV series released at the beginning of this year on the Disney Channel and Disney Junior. The above graph shows how the top brands have performed in the past six years. Monsters are No. 1 with about 30 percent market share, Barbie and Disney Princess are at No. 2 each with about 20 percent, and Bratz and Lalaloopsy are at No. 3 each with about 10 percent. This lineup is, interestingly, not reflected in the shelf space each of these brands occupy. Figure 3 on page 30 shows the picture at Walmart, Target, and Toys “R” Us. You would think that the best-selling brand would also

JULY/AUGUST 2013

2/1/2013

5/19/2012

11/1/2011

5/30/2011

11/30/2011

10/23/2010

7/17/2010

3/10/2010

10/16/2009

7/12/2009

3/7/2009

11/22/2008

7/25/2008

4/5/2008

12/8/2007

9/1/2007

4/17/2007

have the largest presence on the shelf, yet Monster High is far below Barbie and Disney Princess holding about the same position as Lalaloopsy, a brand that is selling 66 percent less. How can this be? The reason is that because Monster High sales are growing extremely fast, Mattel cannot keep retailers adequately supplied. The buyers, hence, will not give a higher space allocation to a brand that has continuously empty shelves, unless they are satisfied that these shortages have been fully addressed. This will undoubtedly happen eventually, and Monster High will occupy its well-deserved place in the sun. So, while we can be pretty sure that Mattel will, for the foreseeable future, continue to dominate the fashion doll market in the U.S., the question is what that market is likely to do. Will it continue to decline or will we see a turnaround sometime soon? Firstly, the buyers at the large retailers think that the negative sales curve for the category over the past decade is coming to an end. They point out that two major drivers are responsible. One is the KGOY (Kids Growing Older Younger)

THE TOY BOOK • 29

Fashion Dolls Shelf Space Walmart, Target, Toys “R” Us

Figure 3

to June 21, 2013 800 700 600 Barbie

Feet

500

Disney Princess

400

Bratz

300

Monster High

200

Lalaloopsy

100 0 14 20 / 29 5/

15 20 9/ 2 5/

syndrome. The average age of a girl buying a doll a decade ago was about 9 years old, but it is now 6 years old and unlikely to go down any further. The second driver is that these trend lines denote dollar, not unit, sales. Because of the transition from U.S. manufacturing to China, costs came down and the price per unit dropped. In reality, they estimate that the sales in units over the last 10 years are up some 10 percent. Chinese costs are beginning to show a clear tendency to rise, which will result in higher prices and higher dollar sales. We will therefore probably see a reversal in direction relatively soon. Secondly, these buyers are not overly concerned about the influence smartphones and tablets will have on toy sales in general and doll sales in particular. Yes, there are now many apps and online programs that invade doll territory and this trend is likely to continue to increase, at least in the short term. And, yes, the time kids spend on these devices is likely to eat into the time they have for other endeavours. However, the buyers do not think that one replaces the other. As one buyer put it: to play with an app instead of a real doll is the same difference as hugging a photo instead of hugging your

30 • THE TOY BOOK

16 20 9/ 2 5/

17 20 / 29 5/

girlfriend. Rather, buyers think that significant future influences on the doll market will come from two different directions. One is the marriage between electronic platforms and physical toys as demonstrated by the Skylanders franchise. This technology will undoubtedly move into doll territory sooner or later, and whoever is first to do so successfully is going to walk away with a really nice market share. The second is the type of precursor technology we do not even see today—along the lines of 3-D printing—which will enable consumers to adapt and change toys to their personal preference. Whatever the case may be, dolls will continue to be around for an extremely long time. ■

Lutz Muller has been active in the global toy and video game market since 1984. He has lived and worked in Europe, Asia, Latin America, Australia, and the U.S. His insights are based on his daily contacts with toy buyers at big-box stores in the U.S. and Europe, his proprietary retailer panel in the U.S., and his third-party manufacturing contacts in China.

JULY/AUGUST 2013

s l l o D

Moose Toys has introduced the Zelfs, collectible dolls that emerge from their “fab-itats” in the secret garden of Zardenia. With colorful and spiketacular hair, each Zelf has its own unique persona, a Zelf power represented by a Zelfmark, and matching charms and hair accessories. Zelfs are for kids ages 5 and up. The new line includes small, medium, and large Zelfs, and the Venus Fly Trap Spin Salon Playset that twirls and swirls each Zelf’s hair with the push of a button.

The Bridge Direct’s Pinkie Cooper and the Jet Set Pets line combines high style, world travel, and hair play with pet mania. Pinkie Cooper and her jet-setting pals help solve fashion dilemmas around the world. Kids ages 4 and up can join Pinkie Cooper and her friends on international adventures at PinkieCooper.com and relive those adventures with the doll collection. Each doll features mix-and-match hairstyles to create endless combinations for every wardrobe change. The new Pinkie Cooper lines include the Pinkie Cooper Travel Collection, the Runway Collection Dolls, and the Jet Set Pets Collection.

Small Zelfs

Pinkie Cooper Travel Collection

Spin & Skate Dora & Boots, from FisherPrice, is inspired by the Nickelodeon special Dora’s Wheely Big Adventure. Press the button on Dora’s skate for nine routines. Songs and phrases in English and Spanish play as Dora and Boots magically skate and spin together. Dora and Boots skate in three fun positions: side-by-side holding hands, facing each other for a super spin, and the conga line. Kids ages 3 and up can also create their own routines. Spin & Skate Dora & Boots will be available at retailers in September.

In Spin Master’s Kawaii Crush world, each girl shares her one true love by expressing herself through her fashions, lifestyle, and accessories. The new Kawaii Crush line includes the Cuddly Pet Collection, new mini play set locations such as Mandy’s Candy Shop and Jamie Framie’s Sunglasses Boutique, Custom Car and BFF Packs, 8-inch Kawaii Crush Dolls, and the Hyper Happy Mall play set. All toys are for kids ages 6 and up.

Hyper Happy Mall

JULY/AUGUST 2013

THE TOY BOOK • 31

Dolls

The Nenuco line, from Famosa, introduces its newest addition, the My Little Nenuco Travel with Me doll. Kids ages 2 and up can buckle her up and keep her safe in her own special car seat. The 14-inch doll also comes with a bottle for feeding.

Barbie gets digital with the Barbie Digital Dress Doll, from Mattel. Using LED and touch-screen technology, girls ages 6 and up can create and select their own animated digital designs that appear on Barbie’s dress. There are three modes of play, allowing kids to choose from ready-to-go graphics such as hearts and fireworks, draw custom designs, and watch designs respond to sound and music. Barbie’s black dress uses a 4.5-square-inch resistive touch panel and 114 tri-color LEDs.

Tollytots, a division of Jakks Pacific, will bring bathtime magic to little girls with Under the Sea Surprise Ariel. When Ariel is placed in water, Ariel’s fins light up, creating a rainbow of color. Little girls ages 3 and up can play with Princess Ariel as she sings and says 15 phrases from The Little Mermaid in both English and Spanish.

The Doc McStuffins Magic Talkin’ Doc and Friends Doll, from Just Play, engages kids in imaginative and nurturing play, just like on the Disney Junior animated series. Doc talks and sings the “Time For Your Checkup” song while she gives her friends Lambie and Stuffy a checkup with her special doctor’s tools. When Lambie and Stuffy are placed on the clinic table, they talk to each other and sing the “I Feel Better” song together.

Playmates Toys’ Hearts For Hearts Girls is a charitable doll line featuring dolls from around the world who each have a story to share with kids ages 6 to 12. Each authentically dressed doll represents a real girl from a real place in the world who is working to make life better in ways unique to her community. A portion of each doll sale is donated to a nonprofit organization that helps children from that doll’s country through Playmates’ collaboration with World Vision. New to the Hearts For Hearts Girls line are Shola, representing Afghanistan, and Mosi, representing the Native American regions. Included with each purchase is a friendship bracelet, a story, and a special code that lets girls unlock a free membership to the kid-safe Hearts For Hearts Girls website.

Shola

32 • THE TOY BOOK

JULY/AUGUST 2013

Toting the latest cell phones, designer fashions, and hairstyles, teenage versions of princesses such as Snow White, Rapunzel, Belle, and Sleeping Beauty are re-imagined in this contemporary prequel to the classic tales from the original Junior Elf Children’s Books. Fairy Tale High, from S-K Victory, features a collection of princess fashion dolls, along with a series of webisodes and books that complement each doll’s story. Set in a performing arts high school, these stories have guest appearances by classic heroines and villains, such as The Wicked Witch, Pinocchio, Peter Pan, and Red Riding Hood. Fairy Tale High is an edgy twist for the princess-loving girl.

JULY/AUGUST 2013

MGA Entertainment will launch Mooshka, a line that combines colorful, soft, washable dolls with an array of animated e-books. Mooshka unites the joy of play with the importance of reading for growing girls everywhere. The Mooshka dolls were once individual paper dolls, but one day, through the power of friendship, they joined hands and sprang into sweet, huggable girls who discover that wonderful things happen once you connect with your friends. The Mooshka doll lines include the flagship Mooshka Girls, Mooshka Tots, and Mooshka: Sing Around the Rosie.

Mooshka: Sing Around the Rosie

THE TOY BOOK • 33

Dolls

The Beatrix Girls, a new line of collectible pop star dolls driven by original music, is set to empower and inspire young girls throughout the country to rock out with its debut in major national retailers this year. With fully developed personalities, band members Brayden, Ainsley, Lark, and Chantal live and interact in the human world, producing real music, real hits, and real fans. Kids can collect their music, join their fan club, and vicariously live the fantasy of being a pop star through play.

As the Cabbage Patch Kids brand celebrates its 30th anniversary, Jakks Pacific will introduce Cabbage Patch Kids Celebration ‘Kids dressed in fun, playful, party-themed fashions with brightly colored hair streaks. Each girl comes with a sweet cupcake comb and each boy comes with a pair of trendy glasses. Celebration ‘Kids are designed for kids ages 3 and up. The Cabbage Patch Kids line will also include Cabbage Patch Kids Babies and Cabbage Patch Kids Cuties.

Cabbage Patch Kids Celebration ‘Kids

Willow and The Most Fantabulous Pajama Party Ever, from Battat, comes with pajamas, undies, bunny slippers, bunny buddy, a beauty case, a toothbrush and a tube of toothpaste, a polka dot dress, a headband, a pair of shoes, an OG Outfitters catalog, a chapter book, and a bookmark. Levatoy LLC and Dream Makers have collaborated for a line of soft infant baby dolls. Garden Girls is a line of dolls with soft parts perfect for newborn infants. In addition to the Garden Girls, Cuddly and Soft Babies are adorable infant dolls with removable clothes that come in all ethnicities.

Directioners know all there is to know about One Direction, including the lyrics to each one of their songs. Now fans ages 5 and up can sing along with the boys in any venue with the One Direction 12-inch Singing Dolls, from Hasbro. Whether fans want Harry, Zayn, or Niall to serenade them with “What Makes You Beautiful,” or Liam or Louis to sing “One Thing,” each figure features a 30second clip from one of the band’s songs. Each doll also wears a performance-themed outfit, complete with a microphone accessory. One Direction 12-inch Singing Doll, Harry Styles

34 • THE TOY BOOK

JULY/AUGUST 2013

Toying S ervice D esign with

Establishing an Effective Omni-Channel Strategy

by Florian Vollmer, principal and senior vice president of design, InReality

s more retailers and manufacturers enter the omnichannel space, each has specific sets of concerns and unique considerations. Toy retailing is one of the few markets where the majority of purchase decision-makers are not the same as the end users. In a space where most decisions are made by adults—but the products are intended for children—how do omni-channel, service design, and experience activation fit in? In many ways, the purchase journey for toys is fairly similar to other retail items, but in other ways, it is quite different. This can be attributed to two distinguishing characteristics: multiple decision-makers and the breadth of the toy category.

M ultiple Decision-Makers

The majority of toy purchases involve at least two decisionmakers: the child who requests the item and the adult who purchases it. According to a study by Google and Compete, 67 percent of toy gift-givers are influenced by the child the item is intended for. When a child asks for a toy and an adult enters the purchase funnel, the typical omni-channel resources come into play. In fact, the numbers are quite large, with some studies indicating that more than 75 percent of purchase decision makers consult online sources, with 50 percent using more than five websites. The omni-channel ecosystem is a complex web of touchpoints with no direct path. There are multiple entry and exit points and the user can easily become lost among competing products and multiple retailers. That’s why the single most important aspect that any retailer or manufacturer can employ

36 • THE TOY BOOK

across all channels is a consistent corporate voice or identity. Individual looks can be altered to take advantage of particular channels, but the identity that the customer trusts is a driving force in influencing conversion. Customer engagement for gift-givers is largely a commodity game because they are shopping for specific items. Price, convenience, and trust elevate in importance across the channel touchpoints because they are the primary bases of comparison. Standing out by creating positive customer experiences is one of the only ways to compete these days. The new and powerful practice of service design can help create these experiences for the child, the parents, and the sales associates alike. If the sales associate speaks from the heart and shares his or her passion for the product, he or she will create a compelling story for the customer. Undecided customers without a specific product request to shop for typically begin the purchase journey from the perspective of staying within a certain price range. These customers are more likely to experience more physical touchpoints in an experience activation, such as interacting with frontline employees and spending more time observing signage, packaging, and displays as they consider options. They also enter and exit the funnel at various points on multiple channels, so a consistent omni-channel corporate identity is equally important to them.

B readth of the Toy Category

The toy category is one of the broadest retail categories in existence. Products can range from board games to electronics

JULY/AUGUST 2013

and from musical instruments to puzzles. Therefore, it is diffiOf course, most products in the toy category fit somewhere cult to describe a single strategy that applies equally to the en- between the rather extreme examples cited above. tire sector. Even within sub-categories, strategy can vary widely. Consider video games as an example. Gaming console Generally speaking, the physical brick-and-mortar aspects manufacturers such as Sony and Microsoft have seen success of experience activations are most important during new prodwith online game distribution. The purchase funnel for this uct launches or revisions because they provide the best envicategory is extremely narrow: customers become aware of new ronment to generate familiarity through trial. Experience product availability through the in-house manufacturer online activations must effectively serve each decision-maker in the channel, download a free product demo, and then choose to decision process, creating special considerations to be adconvert to the full product or exit the funnel. Without the need dressed depending on the demographics of the target markets. for a physical product, many customers never enter a channel As different as these activations can be, the rules of imoutside of the manufacturers pipeline. plementation and refinement still apply. The Ironically, the simplicity of this example repprocess requires that manufacturers and retailresents the complexity of the marketplace. Omniers come together and set goals and strategies. channel retailing is exploding in importance in Each activation can be tried a few different most retail arenas, but for the video game sector, ways with feedback and results analyzed to rewe are actually seeing some movement in the opfine the model. This should continue through posite direction. Touchpoints are shrinking inthe life of the project, since what works today stead of expanding as customers remain in the may not work tomorrow and vice-versa. single manufacturer online channel and experiCampaign efforts on each channel should ence things including free trials, review scores, reflect the core of marketing: connect a reand comments from friends without exiting a sponsible offer with a true need. Creating an Nintendo 3DS singular channel. appropriate strategy will create sales numbers Therefore, if customers are entering and exiting the funnel better than simply chasing them. Technology has drastically from their couches on a single channel, omni-channel mar- changed the landscape of marketing and brands have less keting and service design have no place in this sector. Now con- power than ever before, since that power now lies with consider a product like the Nintendo 3DS: a handheld gaming sumers. Keeping that in mind, gimmicks are not nearly as efdevice with a screen that creates 3-D images without the need fective as high-quality products sold at a fair price with honest for glasses. The only way to convert most customers to a prod- communications. These guidelines can be duplicated on each uct like this is through physical trial. The 3-D screen is so channel to create consistent and effective messaging that leads â&#x2013; unique that it cannot be accurately depicted in photographs or to conversions. video, rather, it must be experienced. Service design, customer experience, and omni-channel Florian Vollmer serves as the senior vice president, design marketing become massively important to a gaming campaign where the physical trial is of paramount importance. In this and principal at InReality, an Atlanta-based strategy, design, instance, the great majority of collateral is going to have a sin- and solutions agency that focuses on creating meaningful cusgle goal: get customers into a location where they can try the tomer experiences through creative and engaging design soluproduct. In this example, the omni-channel universe can be tions. Vollmer directs his foresight initiatives toward recognizing viewed as driving to a physical location, where an experience and interpreting user behaviors and technologies, and strategiactivation will take over and drive conversion. This is a varia- cally mapping their future potential in service design for leading tion on the typical omni-channel model where conversion can brands that truly care about their customers, such as The Home Depot, Tempur-Pedic, and Kidâ&#x20AC;&#x2122;s Foot Locker. take place at any touchpoint.

P utting it All Together

JULY/AUGUST 2013

THE TOY BOOK â&#x20AC;˘ 37

Preparing for a Recall Product recalls happen, and when they do, the best way to minimize the impact is to be prepared with a detailed plan. by Florian Beerli, senior vice president, Product Recall Underwriting Unit, ACE Westchester

ven companies with the best safety records and controls can find themselves facing a product recall. In today’s environment with complex supply chains and more regulatory oversight, better-educated consumers, toymakers, and retailers that continue to think, “it will never happen to me,” have a false sense of security and play with their financial prospects and brands. According to data compiled from the U.S. Consumer Product Safety Commission (CPSC), product recalls are on the rise. Last year, there were 346 recalls issued by CPSC, of which 97 were children’s products. This represented a 12 percent increase from the prior year as well as a 65 percent increase over 10 years. Some toy companies and retailers take comfort that their role is limited to importer, distributor, merchant, or marketer. They regard product recalls as a problem for the manufacturer of the toy. That view is misguided. In today’s world, distributors and retailers can also be on the hook even if their products are manufactured abroad by another company. Toy companies and retailers need to manage their supplier relationships to ensure they are manufacturing to U.S. standards.

How to Prepare “A product recall is a legal term of art,” explains Katherine Cahill, founder and CEO of Cahill Consultants Inc. “Companies are required to conduct product recalls when they have put a product into the stream of commerce that can or has already caused a safety-related issue that was not anticipated when the product was originally designed or manufactured.” Product recalls happen, and when they do, the best way to minimize the impact is to be prepared with a product recall plan. The plan should include written procedures for identifying and dealing with safety issues. Identifying a potential problem early and addressing it quickly can prevent a product recall situation from spiraling into a crisis. Procedures should address consumer complaints, returns, warranties, and product safety testing. Having a product recall chain of command is also critical.

38 • THE TOY BOOK

A product recall task force should be identified in advance. Detailed roles and responsibilities should be assigned. Contact information should be collected for all team members, since recalls do not only occur during business hours. Further, effective communication with the news media, regulatory officials, investors, and other stakeholders is vital. A company spokesperson should be designated in advance and should be trained to handle the media. In most cases, a public relations firm should be retained to help craft the most effective messages. The communication plan should also include a social media strategy.

Product Recall Insurance Product recall insurance provides the insured indemnification for financial losses resulting from the recall of a product and an option for third-party costs, such as customer loss of gross profit and customer extra expenses. This coverage regards a product recall as a catastrophic event, like an earthquake: They don’t happen often, but when they do, they are severe. Managing a product recall is time-consuming, costly, and potentially damaging to the business and brand. Companies that make, distribute, and sell toys should prepare for how best to respond to help minimize the impact a recall can have on their financial results and their reputation. Fortunately, businesses do not have to do it alone; instead they can seek protection from insurance carriers that specialize in product recall coverage that will not only provide financial statement protection, but also brand and reputation protection. ■

Florian Beerli is senior vice president of the Product Recall Underwriting Unit of ACE Westchester, the U.S.-based, wholesale-focused excess and surplus property and casualty operation of the ACE Group. The ACE Group is one of the largest multiline property and casualty insurers. ACE provides commercial and personal property and casualty insurance, personal accident supplemental health insurance, reinsurance, and life insurance to a diverse group of clients. Visit www.acegroup.com.

JULY/AUGUST 2013

T HE D EFINITIVE I NFORMATION S OURCE

FOR THE

T OY

AND

G IF T M ERCHANT

NEWS USAOPOLY, ACTIVISION PARTNER FOR SKYLANDERS MONOPOLY

Characters from the Skylanders franchise, including Kaos and Chompie, are taking over the property-trading game Monopoly with new Skylands locations, tokens, and game pieces. Produced by USAopoly, under license from Hasbro, and in conjunction with Activision, Skylanders Monopoly lets players vie for control of real estate and allows them to buy, sell, and trade 22 Skylands locations, such as Stealth Elf’s Ninja Dojo, Trigger Happy’s Bank Vault, and Spyro’s Chompy Diner. Players must steer clear of Auric’s Traveling Store Taxes and Persephone’s Gem Shop Tax as they battle for Thumpback’s Thundering Tide Pool and Zap’s Lightning Race. The game is now available on Amazon.com and at specialty retailers in North America. Skylanders Monopoly is designed for players ages 8 and up.

MAPLE LANDMARK EXPANDS DEAL WITH RJM LICENSING

Maple Landmark has expanded its licensing agreement with RJM Licensing for the use of images created by naturalist Roger Tory Peterson and Peterson’s Field Guide, a registered trademark of Houghton Mifflin Harcourt Publishing Co. The original agreement allowed Maple Landmark Woodcraft to have all access to the Peterson images, but for use on only a limited number of products. Maple Landmark created a memory tile game using 12 of Peterson’s images of regionally recognized backyard birds. The success of Maple Landmark’s memory tile game has given the manufacturer the opportunity to expand the agreement to offer new products this summer. A soft introduction is planned for early June and a hard release is planned for NY Now Gift Show in New York City this month. The Backyard Bird Lift & Learn puzzle is a brightly colored eight-piece puzzle measuring 11 inches by 15 inches. Eight of Peterson’s backyard birds are featured in this puzzle. Not only are the birds named on the puzzle frame, but the Lift & Learn engraved under each bird also provides a little-known fact about that particular bird.

YBIKE EVOLVE LAUNCHES KICKSTARTER CAMPAIGN

The YBike Evolve, the world’s first 3-in-1 smart bike for kids, launched a campaign on the crowd-funding site Kickstarter. Starting at $50 for early backers, the new Evolve trike-bike “evolves” as a child’s riding ability progresses. The Evolve begins as a trike for kids to develop peddling skills, before transforming into a balance trike, and then finally into an advanced balance bike—all with a simple and easy mechanism. The Evolve’s 3-in-1 function is based on a design that helps develop balance and coordination in children while also saving money and space. The YBike Evolve is recommended for kids ages 2 to 5, depending on the size of the child. It features silent rubber wheels that are perfect for indoor use but durable for outdoor activities, and it has passed all the relevant child safety regulations for Europe and the U.S.

SPECIALTY TOYS & GIFTS

BESTEVER LICENSES BABY MATS TO MARY MEYER

Plush toy maker and lifestyle gift creator Bestever has licensed its animal-themed Baby Mat line to Mary Meyer Stuffed Toys. Mary Meyer will bring the Baby Mat line to the gift and specialty market nationwide. Mary Meyer is a family-owned-and-operated stuffed toy company, and this marks the company’s 80th year. The silky and snuggly Baby Mats are machine washable, dryable, and functional for infants and toddlers. The 31inch animal-shaped mat can be rolled up for easy travel and storage.

ON THE COVER (FROM LEFT TO RIGHT): HEY FROGGY, FROM R&R GAMES; OOGA BOOGA, FROM BLUE ORANGE GAMES; MAKE ’N BREAK PARTY, FROM RAVENSBURGER; VIKINGS BRAINSTORM, FROM SMART TOYS & GAMES; FLASH!, FROM BLUE ORANGE GAMES; BUCKET OF MOUSTACHES, FROM THE HAYWIRE GROUP; TAPPLE, FROM USAOPOLY; SNAKE OIL, FROM OUT OF THE BOX PUBLISHING; MAGIC PATH OF YOGA, FROM UPSIDE DOWN GAMES; TILT OR TUMBLE, FROM INTERNATIONAL PLAYTHINGS; AND DOCTOR WHO MONOPOLY, FROM USAOPOLY. FOR MORE SPECIALTY GAMES, TURN TO PAGE S6. Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Book’s Toy Report. Just send an email request to subscribe@adventurepub.com, and add that address to your address book to ensure delivery. For up-to-the-minute news, follow The Toy Book on Twitter, and like The Toy Book on Facebook. Visit our blog at www.toybook.com.

JULY/AUGUST 2013

Share the Love:

ASTRA’S INSIGHTS

Tips for Earning Grandparents’ Toy Purchases

by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA) randparents account for about 25 percent of the more than $21 billion spent each year on toys. If you are a specialty toy store owner, how can you get more grandparents into your store? Let’s take a closer look at this market segment. According to a 2012 Nielsen report, 80 million U.S. Baby Boomers (adults from approximately 50 to 70 years old) control 70 percent of the country’s disposable income and are responsible for almost 49 percent of dollars spent on consumer goods. They spend $7 billion per year online and 53 percent are Facebook users. Many members of the American Specialty Toy Retailing Association (ASTRA) put a special focus on grandparents in their marketing efforts, offering special discounts or events designed for grandparents to enjoy with their grandchildren. The Doll House & Toy Store in Scottsdale, Ariz., for example, hosts a Grandparents Day on the first Thursday of every month. “We noticed that many grandparents pick a day of the week to spend with their grandchildren,” says Sari Powazek, owner of the store. “We decided to make it a special event with coffee and muffins. This gives Mom a consistent day to plan appointments and errands. Everyone is happy, Mom gets some time off, grandparents get to spend time with the apple of their eye, kids get to play with lots of toys, and we give grandparents 10 percent off their purchase during that time.” Here are a few ideas for ramping up your marketing to grandparents as the holiday shopping season approaches: • Share your expertise. One way for you to differentiate your store from other retailers is to leverage your expertise about toys and play. When you consider how much you know about toys and how much time you watch children playing in your store—and combine this with what you already know about the developmental benefits of play or find on ASTRA’s www.yourneighborhoodtoystore.org website—you are likely to be the biggest play expert in your community. Your expertise may be especially useful for grandparents, who are likely to be interested in healthy play, yet unfamiliar with today’s quality brands and products. Let them know you are a resource to help select appropriate toys through e-blasts, postings on

JULY/AUGUST 2013

your website, social media posts, traditional media stories, and blogging. • Recognize National Grandparent’s Day. Observed every year on the second Sunday in September, this is a great time to introduce grandparents to your store. Ask your customers to provide grandparents’ email or snail mail addresses in the weeks leading up to Grandparent’s Day, make posts on your Facebook page about it, and put it on your community calendar. Offer a special discount coupon for the day along with special activities that center on the grandparent-grandchild relationship—for example, storytime with books about grandmothers or grandfathers, or a crafts activity that results in a drawing or painting of Grandma when she was a little girl. • Get grandparents to join the fun on Neighborhood Toy Store Day. Held annually on the second Saturday in November (this year on November 9), ASTRA’s Neighborhood Toy Store Day is an effort to attract current and new customers at the start of the holiday shopping season by having special events and activities in specialty stores—often with some sort of charitable tie-in for the day. In your outreach to customers and the media, encourage families to bring grandparents along for the fun. Make sure grandparents are aware of the Best Toys for Kids award-winning toys through in-store displays and postings on Facebook and your website. • Help grandparents establish “just us” traditions. For many, the grandparent-grandchild relationship is a special time to relax and enjoy a break from the regular rhythms of daily life. Yet it can be fun for both to have their own routines when they spend time together. Give grandparents ideas for establishing “just us” traditions—maybe sleepovers always mean a board game before bed, or perhaps there is always a kit project to do at Grandma’s, which means taking home something special and handmade. Looking for more ideas? Ask questions on ASTRA’s member-only discussion boards or peruse our library of articles. Increasing your business with grandparents takes work—just like every other part of your business. With 1.7 million adults becoming adoring new grandparents each year, and with the disposable income they have in their pockets, it’s an audience that deserves all the attention you can afford to give. ●

SPECIALTY TOYS & GIFTS

CONNECTIONS Through Board Games

Establishing New

by Mary Couzin, president and founder, Chicago Toy & Game Group There has been a lot of discussion about whether board game

sales are up or down, but one thing is certain: The industry is changing. There are more game choices available for every age and style

of game-player, more promotional choices for manufacturers to

connect with consumers and retailers, and more products and ways

for retailers to connect with customers than ever before.

The Hollywood Connection

Wil Wheaton and Felicia Day and their hit series TableTop,

have garnered more than 1.1 million views on YouTube. The series

features Wheaton and his friends sitting around and playing board

games. Celebrities guest star on the series, and next season includes appearances by Jeri Ryan, Seth Green, Bobak Ferdosi, Ashley

Clements, Patrick Rothfuss, and more. Wheaton and the show are

so popular that despite it being a new show, his game choice can

result in sales of 30,000 units the following week.

NBC just debuted its hour-long series version, Hollywood

No. 1 seller is, some may be surprised to hear that it is The Settlers

of Catan. In fact, many customers are buying The Settlers of Catan

because they played the app first. In the U.S., the game started in

the hobby market and then crossed over to the mainstream and is a

favorite of many celebrities and executives, including Mila Kunis,

Mark Zuckerberg, Sheryl Sandberg, and Reid Hoffman.

There are other games that have crossed over in addition to

The Settlers of Catan, but Ticket to Ride is particularly interesting due to the high price point. According to Forbes, manufacturer

Days of Wonder has sold more than 2 million physical copies of

the game at $50 each, and nearly as many digital copies for iOS devices at $6.99.

The Game Café Connection

I recently visited Snakes and Lattes board game café in

Toronto and was surprised to see more than 100 people of all ages

playing every type of board game with a three-hour wait to get in.

Game Night, with Glee co-star Jane Lynch appearing as the host.

Owner of the café Ben Castanie told me that there is a wait to get

contestants in a cocktail party atmosphere. The premiere episode

including new ones in Toronto to compete with Snakes and Lattes.

real-life game nights.

trained in the products they are demonstrating, and having an un-

Produced by Sean Hayes and Todd Milliner, the show features A-

list celebrities hanging out and playing games with non-celebrity

featured Matthew Perry, Lisa Kudrow, Alison Hannigan, Kristen

Bell, Martin Short, and Daniel Kim. The series is based on Hayes’

in every night of the week.

Similar cafés are popping up in cities in and out of the U.S.,

A key component in successes here, and other retail establishments,

is providing guided demonstrations, having a staff that is well-

derstanding of how to best pair the right toy or game to the

The Hobby Market to Mainstream Connection

customer’s needs and wants. At Snakes, they also serve alcoholic

market. If someone walks into a local toy store and asks what the

nights and meet-the-inventor events to draw in customers, and more

The hobby market has grown 20 to 25 percent each year for

the past five years and has seen its games cross into the mainstream

SPECIALTY TOYS & GIFTS

beverages and scrumptious food options.

In addition to the cafés, more specialty stores are hosting game

JULY/AUGUST 2013

inventors are hosting game days at schools and game nights at retail establishments.

The Singles Connection

Euromonitor’s toys and games research analyst, Matthew

Hudak, said board games have gained traction with consumers in

their late teens and 20s, as evidenced by game nights on campuses

and bars. Match.com is now hosting game night events around the

country, bringing singles together to find love over board games

from various manufacturers, including Buffalo Games, Endless

Games, Spontuneous, Bananagrams, Blue Orange Games, Fox-

Mind, R&R Games, and Wiggity Bang Games.

The Kickstarter Connection

Kickstarter is giving toy and game designers

the opportunity to obtain micro-investment funding

for projects that might not otherwise be produced.

Consumers will “vote with their wallets” to

determine whether or not a project will be

tunity and has put pictures and bits about the inventor on the back of the product’s box and in the product catalog. The company has

also asked the designers to demo their games at trade and consumer

shows. Quirky.com also puts a picture and a bio of the inventor on

the back of every product. Leslie Scott, the inventor of Jenga, re-

cently told me that she believes her royalties have been positively

affected by the media she has secured on her own. The inventor has

a vested interest in helping the manufacturer sell more of their products. Consumers, meanwhile, want to feel connected to the products they are buying.

The Traditional Connection

Board games without electronic components are here to stay.

This year, Spin Master launched Boom Boom Balloon, one of the hottest games at Hong Kong, Nuremberg, and New

York toy fairs. It is a basic game where a player rolls a die

and has to carefully push a stick into the balloon until it clicks, watching it squeeze and stretch and hope that it doesn’t pop

on their turn. The game is fun and innova-

produced, and will sometimes recruit other

tive, yet traditional, as it only requires a bal-

micro-investors to participate. While not all

loon, a die, and a few sticks. “Over the past few years,

projects succeed and there is some controversy

the market has evolved and technology has allowed toy

surrounding the system, some projects have re-

and game manufacturers opportunities to merge traditional

ceived staggering support. Reaper Miniatures

play with the digital space through physical toys,

Bones is currently the No. 4 project ever backed

websites, apps, and video games,” says Rachel

on Kickstarter, raising $3.4 million from nearly

Griffin, director of global communications for Spin

18,000 backers.

The Consumer Convention Connection

Fairs such as Comic-Con, GenCon, Essen, and Chicago Toy

& Game Fair, as well as smaller conventions worldwide, are grow-

ing. Consumer conventions provide a way for manufacturers and

retailers to connect with their customers directly and create buzz through traditional and social media. Attendees share pictures and

discuss the products that interested them the most, influencing their

followers.

The Inventor Connection

More companies are using game designers to tell the story of

the product. Educational Insights takes full advantage of the oppor-

JULY/AUGUST 2013

Master. “Parents may be looking to cut down their

child’s screen time, which will give the illusion

that traditional toys and games are making a come-

back, but the reality is, nothing will ever replace traditional toys,

games, and play.”

Consumers may have more choices now, but traditional play

is still with us and is still important.

●

Mary Couzin is CEO and Founder of Chicago Toy & Game

Group, which includes Chicago Toy & Game Fair (www.chitag-

fair.com); PlayCHIC toy-inspired fashion show, Toy & Game Innovation Conference; Inventor Summit; Toy & Game Inventor of the

Year Awards; Games for Educators, in partnership with Live Oak

Games; and DiscoverGames.com. She is passionate about promoting play and toy and game inventors.

SPECIALTY TOYS & GIFTS

G&aPmu zezls es

BANANAGRAMS INC. has revamped Pairs in Pears to include all-new, fan-

inspired multiple levels of play and activities. Packed with eight educational

activities, plus two competitive word games, Pairs in Pears grows with players from the pre-reader stage all the way through adulthood. With devel-

T C U D P R O C A SE W O H S

opmental activities such as pattern grouping and letter hunt for par-

ents to play with their pre-readers, and wordplay activities,

including rhyming and fill-in-the-blank for early readers,

kids will learn while playing. In addi-

tion, two fast, fun games will have

players racing to build word grids in

friendly competition. The game is de-

signed for children ages 3 and up.

In The Magic Path of Yoga, from UPSIDE DOWN GAMES,

In Snake Oil, from OUT

THE

players roll the die, draw a card that matches the color they

BOX PUBLISHING,

land on, and perform the yoga pose on the card for 10 seconds

players must try to get skep-

to round the board. The first player to reach the â&#x20AC;&#x153;Omâ&#x20AC;? square

tical customers to buy dubi-

and collect one card of each color wins. The game introduces

ous products. One player

kids to yoga, while simul-

draws a card and becomes the

taneously strengthening

customer while the other

and toning muscles and

product to pitch to the customer. Laughter erupts as

fully illustrated, step-by-

players each select two word

improving posture. The

cards from their hands to create a

game also includes a

each player attempts to persuade the customer that their item

step

is the best. The customer picks his or her favorite item and

yoga

instruction

book and is designed for

that player is awarded the customer card. The player with the

two players or teams ages

most customer cards is the winner. The game is designed for

6 and up.

three to 10 players ages 10 and up.

Show Me the Kwan is a fast-paced, mind-teasing party game, from GRIDDLY

GAMES. One player selects a category card, which has five easy and five difficult

categories. Next, roll the order die to determine the position of the letters and the

12 letter dice. Players have one minute to think of words in the category that have

the rolled letter in the correct spot. There is no turn-taking in Show Me the Kwan,

and players must grab the corresponding die as they yell out their words. Each die has a

number value on it, and players must tally their points at the end of each round. Featuring more than 300 categories, the game is designed

for players ages 7 and up.

SPECIALTY TOYS & GIFTS

JULY/AUGUST 2013

G&aPmu zezls es

Drop Shot, from PLASMART, is a game that pits player

against player in a race to the top of the ramp without getting knocked down by the Drop Shot ball. In the dash to

Get the Picture is a

brain-bending spin on

dot-to-dot puzzles, from MINDWARE. Two players

or teams race to identify

their mystery images by

following secret clues.

The clue windows on the

gameboard reveal a series

of dots to connect or a spe-

cial puzzle-solving hint to decipher. Players must record their guess

the finish line, players roll the die to strategically move

their selected marbles vertically and horizontally up the ramp. Players are challenged when opponents use

gates to block their paths. However, one

bad roll can lead to the Drop Shot ball’s

release and a risk of losing the marble’s spot on the ramp. The first player to

reach the top and survive the Last

Chance Drop is the winner. The game is

designed for two to four players

ages 6 and up.

of what the image might be after every clue and continue opening

windows, connecting dots, and guessing until someone gets the pic-

ture. The game includes two picture frame boards, 60 puzzles, and

is designed for players ages 6 and up.

Zipperoos,

from WIGGLES 3D,

is a game and a

plush animal in

one. Kids can col-

tion, from MCNEILL DESIGNS FOR BRIGHTER MINDS,

You’ve been Sentenced! Country Music Edi-

takes the original You’ve been Sentenced! word

lect all four stuffed

game and gives it a distinctly country accent. In-

the

and phrases such as calf-roping, tractor pull, and

animals, including

the lovable lion, mischievous

side, players will find iconic country music artists, song titles, lyrics, and words. The addition of words

monkey, the happy-go-lucky dog, and the friendly frog. Each

deep fried Oreos makes for fun and silly game play.

pered pouch in its back so children can store the game inside

tence out loud and explains it. Other players then

plush toy comes with its own custom game, complete with

game pieces and instructions. Each Zipperoos plush has a zip-

their animal friend or use the pouch as a hiding spot. Zipperoos

are designed for children ages 4 and up.

SPECIALTY TOYS & GIFTS

Each player is dealt a hand of 10 cards to build

a sentence with. Each player reads his or her sen-

vote on the sensibility of each sentence. The game includes 540 cards with more than 2,500 words.

The game takes about 30 to 40 minutes to play and is designed for players ages 8 and up.

JULY/AUGUST 2013

Based on an award-winning SMARTGAMES de-

In Heads Up!, from INTERNATIONAL

sign, Angry Birds Under Construction challenges

PLAYTHINGS, players place mortarboard hats

players ages 8 and up to solve 48 puzzles by using

on their heads. Then, players roll the die and

four playing pieces of varying shapes to cover the

add colorful plastic books atop the mortar-

correct number and type of pigs and Angry Birds to

board, all the while hoping to balance the

match the pattern in the included booklet. The built-

most. The game die gives different instruc-

in storage case makes the game travel-friendly with

tions, such as moving a book, or asking an op-

no worry about battery life.

ponent to add two more books to his or her

pile. Players

Yottsugo, from FAT BRAIN TOY

CO., is the ultimate puzzling word

game. Players must select a card and 16

letter tiles and try to create the right words

to make them interlock horizontally and vertically

to form a square. There are four clues for each Yottsugo

challenge. The game is designed for one or more players ages 12 and up.

JULY/AUGUST 2013

must try to

stand tall and

not

let

books

the

fall.

The game is

recommended

for kids ages 5 and up.

SPECIALTY TOYS & GIFTS

G&aPmu zezls es Fandooble, from MINDTWISTER USA, is a push-

your-luck dice game. Players place a pile of the

dragon’s gold in the center of the table. Each player

also gets a little gold to start. Everyone then takes

turns rolling four dice. Three of these dice depict

treasure and dragons, while the

other has Fandooble, knights, and

wizards, which can all help play-

from HABA, is a stacking game with

Color Buttons Pegging Game,

a peg board and handfuls of colored

“buttons.” Kids ages 2 to 6 can create abstract or specific designs such as

straight lines, flowers, or a kaleidoscope of colors. The game is ideal for

solo play or sharing with another child. The board and buttons are

made of sturdy beechwood and are

colored with water-based stains in-

stead of paint.

ers. Players can roll as often as

they want to take treasure from the

Laser Maze is a beam-bending, single-player logic game,

dragon or other players, but they

from THINKFUN. Players must try to arrange pieces on a puzzle

two to six players ages 6 to adult.

ally science and a good

must be careful not to roll three

board in order to get a laser to shine on a specific spot. Lights

dragons. The game is designed for

and mirrors may make it feel like magic, but it’s redose of brain power that

are needed to direct the

laser beam through the

series of mind-challeng-

ing mazes. The game is

designed for players

ages 8 and up.

Kulami, from FOXMIND GAMES, is a tactile game of strategy.

Ten wooden tiles are arranged to form an ever-changing board on

Rodeo Rummy is the newest game from SQUARE

which opponents compete to capture

SHOOTERS. Players spin the two-level spinner to find out

the largest number of tiles. By

placing marbles cleverly,

what type of rummy hand to try to roll. Players attempt to

players can limit

roll the hand in three rolls or less and add up their points.

their

When tabulating the score, players reference the spinner for

possible moves and

an additional bonus or penalty. The game includes nine

gain the advantage to

Square Shooters dice, a spinner, a score pad, a pencil, and a

clinch the victory. Ku-

dice cup. The game is designed for players ages 8 and up.

SPECIALTY TOYS & GIFTS

adversary’s

lami is designed for two play-

ers ages 9 and up.

S10

JULY/AUGUST 2013

Construction Toys The Marble Run Construction Set, from EITECH, helps kids to learn about speed, gravity, and movement. Eitech’s durable Marble Run is made with high-quality steel. The bright blue plastic track reaches nearly 16 feet of railway. Kids can build two marble run models with more than 1,100 steel parts that stand more than 2 feet tall. This set is perfect for those who have already mastered Eitech’s basic sets. Kids will learn different mechanical functions by building each model. Step-by-step illustrated instructions are included for easy-to-follow directions.

SMART TOYS AND GAMES INC., producer of the SmartMax magnetic construction system, introduces new SmartMax sets that allow kids to create structures that light up. In addition to multiple bars and magnetic balls, the new SmartMax Lighthouse and Build & Light sets each include two LED-lit bars for building houses, towers, and other structures that light up and blink. The accompanying instruction manuals will help guide children through construction, allowing kids to learn how to create designs of varying shapes and heights. Gear Up, from WABA FUN, helps young builders learn about cause and effect. This 91-piece set includes four gear sizes and easy-to-build models for early learners. The step-by-step instruction guide illustrates how to build a crazy robot and a chomping gator, and additional geared creations are found online at dbx.superstructs.com.

JULY/AUGUST 2013

SCHYLLING releases Erector Evolution, new metal building sets that allow kids to construct a helicopter, an ATV, a tow truck, a 4x4, and a crane truck. Erector Evolution features functional moving parts and includes stickers, tools, and building instructions, allowing kids to build and play for hours. Kids will experience realistic movements of jacks, gears, and pistons activated by the manual activation buttons or by a motor. Each construction set builds two models (only one model can be built at a time). Once kids have finished playing with their first model, they can rebuild a second one or invent their own model. There is a progressive range for kids— the first model is appropriate for kids ages 8 and up, while more complicated models are appropriate for kids ages 9 to 10 years old. Erector Evolution sets are made in France.

S11

SPECIALTY TOYS & GIFTS

Construction Toys My First Play World Farm: Stacking Cubes, from HABA, allows kids ages 1 and up to explore stacking and building, while also learning 10 different animals from the farm and how to count from 1 to 10. When all cubes are stacked in the correct order, one side’s puzzle pictures tell a story. The different-sized cubes can be nested inside one another as a game itself or when kids are ready to put the set away.

MOOV, from BERG TOYS, is a unique full-size construction toy that provides kids ages 5 and up with endless building and playing fun. No tools are required—kids build using O-rings, axles, and boards included in each kit. Each MOOV kit also comes with an illustrated, full-color manual that provides step-by-step instructions for building all models. Kids can design, build, and operate their own model. When kids are done riding or playing with their MOOV model, they can simply take it apart and build something new. The MOOV Starter Kit includes 125 parts with two wheels, the Advanced Kit includes 150 parts with three wheels, and the Street Kit includes 175 parts with four wheels.

The Red Toolbox line, from REEVES INTERNATIONAL, has expanded its world of carpentry kits with six new build and play projects that let kids build their own toys. Each new kit represents a classic wooden toy, as well as a fun project for parents and children ages 4 and up to enjoy building together. The Red Toolbox kits are arranged by levels of increasing challenge—Red Toolbox Junior is for children ages 4 and up, and Levels 1 through 3 are for children ages 8 and up. The kits let kids develop at their own pace, gaining and practicing skills as they move through the different levels. The Red Toolbox kits are complemented by a complete line of real tools for kids that are ergonomically designed to fit kids’ hands.

SPECIALTY TOYS & GIFTS

Plus-Plus is a new kind of construction toy, from GEARED FOR IMAGINATION. Plus-Plus pieces come in one simple shape and allow for endless combinations. Kids can assemble PlusPlus pieces flat to create a 2-D mosaic or work in 3-D to make more complicated structures. Even curves are possible thanks to the unique design of PlusPlus. Precision crafted in Denmark, all Plus-Plus sets are compatible with each other. The Midi size is suitable for preschools and other early-learning environments, with a suggested age range of 18 months and up. The Mini size is recommended for kids ages 5 and up.

S12

JULY/AUGUST 2013

Construction Toys Erector, from MECCANO, has released its Multimodels Super Construction Case that allows kids to take up the challenge of real mechanics. Kids can build a crane with infinite movements or 25 other models that are powered with a 6-volt motor. Other models include a race car, a windmill, a robot, and a forklift. Tools and assembly instructions are included in the kit, which is designed for kids ages 8 and up.

SPECIALTY TOYS & GIFTS

S14

Skallops, from E & M LABS, takes card building to a new level by adding specially designed clips that allow for more intricate and bigger creations. The Original Skallops sets come with a large set of clips and decks of playing cards, which together allow kids to build arched bridges, abstract sculptures, or origamistyle folded creations. The Original Skallops sets encourage openended, creative, and undirected play, where kids can imagine and build anything they like. The Skallops Skulptures sets are more directed, and come with custom cut and patterned cards that build one particular model, including a bird, an airplane, and a dragon. Each set includes the Skallops and cards to make one creation, and instructions on how to put it together. Skallops pieces are laser cut in the U.S. with imported birch wood.

JULY/AUGUST 2013

Dolls Plush toy maker and lifestyle gift creator DOUGLAS CO. introduces three new soft toy Dollies. These 11-inch Dollies are snuggly soft and perfect for babies. Cora Pink Butterfly Baby is stylish in her bright pink butterfly print pajamas with splashes of tangerine orange and hints of aqua flowers throughout. Claire Stripes and Dots Baby Doll is precious in her pink romper as she holds tightly to a tiny teddy bear. Anna Gray Bird Baby’s printed top is a gray bird print with bold purple and hints of pale pink and lime flowers throughout. Each doll wears a matching cap embellished with a coordinating flower. Their faces are embroidered with endearing expressions. Cora Pink Butterfly Baby

Lottie, from ARKLU, is a new, innovative fashion doll for girls ages 3 to 9, whose dimensions (with the exception of her head) are based upon those devised by leading British scientific academics to reflect the average proportions of a 9-year-old girl. Lottie has lots of dressable fun, is flexible and poseable, and can stand on her own two feet. Lottie’s motto is “Be bold, be brave, be you.” Initially, there are six 7-inch dolls, three accessory packs, and a pony to follow shortly. Arklu will expand the first range of dolls this year with the launch of additional outfit accessory sets and more dolls. Autumn Leaves Lottie

New to MANHATTAN TOY’s Groovy Girls line is Wheelin’ In Style, a colorful mini coupe that holds up to two dolls. The coupe features seat belts with Velcro-like closures, personalized “Go Groovy” license plates, and plastic rolling wheels. The Blissful Bubbles Bathtub is a soft-sided bathtub that features bubble print interior, a bath pillow, a bath puff, a back scrubber with a hand attachment, and a berry towel with a Velcro-like closure. The bathtub fits in the Groovy Girls dollhouse bathroom. Also new to the line is the Holiday Special Edition Dolls Deck the Hall Dessa, and the Coolicious Closet, featuring a storage drawer with a metal nob, a plastic hanging rod, six hangers, and an elastic strap to hold up to two Groovy Girls dolls. Deck the Hall Dessa

My Friend Huggles, from GREAT DIVIDE CORP., is a life-size doll that nourishes the development of character values in children and supports their emotional well-being. Each doll teaches a specific character value and has a satin ribbon on its back to explain how a child can embrace that value. Each large doll includes removable clothing for dress-up; a special virtue, such as kind, grateful, or confident; a forever mark, where a child’s name can be written as a commitment to friendship; a playful smile; optimistic eyes; and hair play.

JULY/AUGUST 2013

S15

SPECIALTY TOYS & GIFTS

Dolls ADORA’s exclusive FabFairies spread love and joy to kids of all ages. FabFairies are made of soft and cuddly microfiber plush with adorable fairy faces and are now available in three colors accented with a sweet flower applique. The 12-inch FabFairies come with a soft rattle sound inside.

ZEENIE DOLLZ are powerful, stylish eco-warriors. Each of the six dolls in the series posseses a unique eco-power that protects the environment. The 12-inch, ball-jointed dolls are made entirely of recyclable materials and non-toxic plastics. Zennia embodies Mother Earth, the protector of our planet. The other dolls include Evee, protector of the skies and defender against pollution; Kazumi, protector of the polar regions and defender against global warming; Lina, protector of the rainforest and defender against deforestation; Sini, protector of farmland and defender of mistreated and abused animals; and Yana, protector of the oceans and defender of marine conservation.

The Mon Premier Bébé Bath Girl, from COROLLE, is designed for bath time fun for kids ages 18 months and up. Her 12-inch soft, poseable body is so light that it floats in water. Dressed in a pink and orange striped outfit with a matching headband, Bébé comes with her own pacifier and rubber ducky. Filled with polystyrene beads that dry quickly, Bébé Bath can be a playmate out of the water too, and can wear any 12-inch-sized clothes from the Mon Premier collection.

The POCKETPEOPLE doll lines, based on Rita Ross originals, will introduce PocketPeople Echo and Friends, a new line of original-sized PocketPeople. The line, like the signature PocketPeople Love Tribe series, will be sold at gift and specialty boutiques, FAO Schwarz, and Puzzle Zoo. PocketPeople will also launch new lines called HalfPints (for mass retailers) and PocketPunks (next year).

SPECIALTY TOYS & GIFTS

S16

JULY/AUGUST 2013

HABA’s Götz line introduces 13-inch Muffin and her counterparts, 8-inch Mini Muffin and 16.5-inch Maxy Muffin. The Muffin doll, for kids ages 3 and up, comes with a white trouser outfit, a nightcap, and a shirt. The 13-inch Aquinis have a waterproof vinyl design and can drink and use the potty. Cosy Aquinis are a softer version that can be cuddled and bathed. Maxy Aquinis are 16.5-inch dolls with sevenpiece clothing sets. Aquini dolls are for kids ages 3 and up. Mini Muffin The 18-inch standing, poseable Precious Day dolls include Jessica, Elizabeth, and Julia for kids ages 3 and up. Götz dolls’ hair can be washed, styled, and brushed just like their owner’s hair. The dolls can be placed in a pillow case, tossed into the washing machine on a cold water, delicate cycle, then laid belly down to dry. Haba will also showcase 30 new Götz collection outfits and accessories for role play.

AURORA’s partnership with Hasbro for Raggedy Ann and Raggedy Andy continues with four new special edition styles including “Lil” Raggedy Ann and Classic Brunette. “Lil” Raggedy Ann characters include Friendship and Kindness. Each is a younger version of Raggedy Ann with cute pigtails, sun-kissed freckles, and a heartwarming smile. Friendship looks similar to the original Raggedy doll, while Kindness is a brunette style with a darker skin tone and a purple trimmed dress. Classic Brunette features Raggedy Ann and Raggedy Andy with darker hair and skin tones, but the same high-quality cotton, embroidery, and detail. The dolls are all 12 inches tall and are designed for kids ages 18 months and up.

Something mysterious has happened to the classic fairytale princesses Snow White, Cinderella, Rapunzel, Sleeping Beauty, Belle, and the Little Mermaid. A secret curse has been cast upon their fantasy world, turning them into supernatural zombies. Each Once Upon A Zombie princess doll, from WOWWEE, is highly detailed and fully articulated, featuring rooted hair, stunning fashions, and glass eyes.

The MADAME ALEXANDER DOLL CO. introduces The Wizard of Oz Washable collection. The 12-inch cloth doll collection brings the characters from The Wizard of Oz to life, each dressed in child-safe outfits, based on the movie’s Dorothy, Glinda the Good Witch, Wicked Witch of the West, Cowardly Lion, Tin Man, Scarecrow, and Winged Monkey. The washable collection is 100-percent washable and dryable on a gentle cycle and is safe for all ages. With Madame Alexander’s washable dolls, children can keep their favorite dolls for longer, while parents can have peace of mind that their child’s toy is clean and germ-free.

JULY/AUGUST 2013

S17

SPECIALTY TOYS & GIFTS

MEDIA CENTER

The Uglydoll original graphic novel series, Uglydoll: Goin’ Places!, is a first for Wage, Babo, OX, IceBat, and their friends. In the series, they will take readers on a colorful journey through the Uglyverse, where uniqueness is celebrated, and who you are is the new beautiful. The series, by VIZ MEDIA, is intended for all ages and features vibrant illustrations of the dolls that define the new pretty. The series features stories written by Travis Nichols and art by Uglydoll co-creators Sun-Min Kim and David Horvath, as well as Ian McGinty, Phillip C. Jacobson, and a variety of guest artists.

on BabyFirst TV. Molloy exudes a sense of fun while presenting age-appropriate lyrics, rhythmic melodies, and colorful images that young children can easily grasp. Using live footage and colorful animation, Sukey and her lovable “Sunshine Family” friends, Sunny and Tick Tock, present music-and-movement play activities in a series of short videos that encourage participation and learning.

Frances England will release her fourth album for kids and families on August 6. Blink of an Eye, produced by DEAN JONES, features 11 catchy and heartfelt England original songs, as well as guest appearances by kindie music artists Elizabeth Mitchell, Caspar Babypants, Morgan Taylor, and Molly Ledford of Lunch Money. Blink of an Eye expresses an appreciation for life through nature and is geared for a slightly older audience than England’s previous albums. It has a quiet pop sensibility about it that both kids and parents should enjoy. Blink of an Eye is now available on iTunes and at FrancesEngland.com.

THE SIMS STUDIO presents The Sims 3: Island Paradise. From exploring the tropical isles to creating a five-star resort experience, Sims can now create a life in paradise. Countless new objects, skills, traits, and creatures have been introduced to the Sims’ world. New features include customizable paddle-, speed-, and houseboats; sailing capability; snorkeling and scubadiving; and hunts for buried treasure among mythical underwater creatures. New stilted foundations provide the Sims with homes that sit on land and water, but they must also manage a resort with necessary components to keep paradise up and running.

SPECIALTY TOYS & GIFTS

P LAY M OVE &S ING INC.. has released Sukey’s Circle! Volume 3: Mini Shows in English and Spanish. The bilingual DVD is comprised of 15 Sukey Molloy made-for-TV mini episodes from her original entertainment videos

S18

JULY/AUGUST 2013

WHAT’S NEW The Kinderfeets, by KINDERFEETS, is a wooden balance bike—also known as a training bike—that provides a great starting point for kids preparing to ride a conventional, two-wheeled bicycle. A clever alternative to training wheels, the Kinderfeets has footpegs for cruising, a low step-through frame allowing for lower setting of the seat, air-free tires, washable seat covers, and six different chalkboard-finish colors or a natural wood finish. The Kinderfeets can carry up to 70 pounds and is created for kids ages 2 and up. RICH FROG INDUSTRIES has added two new toys to its knitted toy collection, as well as a new natural rubber toy. Two knitted characters, Squeak Doggy Dog and Dolly Llama, each feature a hidden squeaker, 100-percent cotton yarn, and are the perfect size for babies to grasp. A natural rubber toy, Li’l Sparky is the miniature version of the natural rubber toy collection’s Sparky the Rabbit. The collection features rubber teethers for babies and features a quiet, gentle squeaker, natural dye paints, and all-natural, genuine rubber. My Girls Dollhouse, from WICKED COOL TOYS, is an enormous, customizable wooden dollhouse for 18-inch dolls and their furniture, clothing, and accessories. My Girl’s Dollhouse measures 6 feet tall, 5 feet wide, and 2 feet deep. The interior consists of five rooms, and girls can design them individually with 12 styles to choose from. The dollhouse features two external styles: A classic style for the older 18-inch doll enthusiast and a whimsical style for younger girls.

JULY/AUGUST 2013

S19

International Toy Industry China Toy Expo Expected to Draw Record Attendance

More than 1,100 exhibitors, of which nearly 87 percent are export-ready Chinese factories, and 70,000 global visitors are expected to gather at Shanghai New International Expo Center on October 15 to 17 for the 12th annual International Trade Fair for Toys & Hobby Articles (China Toy Expo). The trade show will showcase more than 200,000 innovative toys, games, hobbies, indoor and outdoor playground equipment, and preschool supplies. Organized by China Toy & Juvenile Products Association (CTJPA), China Toy Expo is the largest international toy fair in mainland China and the third largest toy fair worldwide. Last

58 â&#x20AC;˘ THE TOY BOOK

year, 1,014 factories from approximately 20 production regions in China, and 65,780 visitors from more than 110 countries and regions participated in the expo. Event scale and attendance growth reached 35 percent and 20 percent, respectively. This year, major toy production regions of Chenghai, Gaomi, Yunhe, Yongjia, and Baoying have expanded exhibit spaces to meet local factoriesâ&#x20AC;&#x2122; increasing needs. Local factories from major China production regions for electronic and plastic toys, wooden toys, playground equipment, preschool supplies, and plush toys will make joint

JULY/AUGUST 2013

appearances at China Toy Expo, making it the best opportunity to showcase the latest products and meet Chinese and overseas buyers. This year, among the eight exhibition halls, Hall E6 will be home to the Pavilion of Preschool Supplies, which will be one of the most important features of the expo. Nearly 200 manufacturers will gather for indoor and outdoor playground equipment, play sets, slides, swings, preschool teaching aids, and kindergarten educational toys. Local associations and governments of Yongjia county and Baoying county, the top two production regions for playground equipment and preschool supplies, will organize large, small, and medium-size manufacturers together to exhibit in Hall E6. The China Stationery & Sporting Goods Association will organize top stationery companies in China, including TRUEColor, CONDA, and WingArt, to exhibit at the

Pavilion of Preschool Supplies of China Toy Expo for the first time. The enlarged exhibition is expected to draw record attendance. “China Toy Expo is an opportunity for both Chinese factories and global attendees. Whether they are big buying groups or new toy businesses, it provides them with the unique opportunity to meet the right Chinese suppliers,” says May Liang, executive vice president and secretary general of CTJPA. Along with China Toy Expo, China Kids Expo, a leading international baby products fair in mainland China, and Brand Licensing Hall will also be held this year. Visitors can pre-register for free at system.china-toy-expo.com/2013/visitor/prereg.asp. For more information about China Toy Expo, contact Kent Luo at luoliping@tjpa-china.org or visit http://www.china-toyexpo.com/en/ ■

International Toy Industry

Kids India New Trade Show in Mumbai Aims to Educate About Toys by Richa Dikshit, founder, Toy Tasting

et’s start by stating the obvious—kids are the same everywhere. Their attitude toward learning and their inherent potential is not different from their peers in the developed world. Here’s a story to prove it: As part of Toy Tasting, we receive toys from various toy companies for the making of user-generated videos for our YouTube channel. Every three months, we donate these toys to a selected publicly-funded school in Mumbai. I recently received feedback from one such school. The administrator wanted to highlight the remarkable improvement in language skills in a second grade class, which was credited to the addition of Rory’s Story Cubes to the curriculum. This awardwinning toy dramatically increased the level of interest in class activities. The kids in this class were even doing better than expected in mathematical abilities—a cause-and-effect that would make Newton proud.

Targeting the parents Growing up, I had no exposure to international toys. I can safely say that most of the current generation of parents are not very different. From a growth and learning perspective, the gap was not that we didn’t have Barbie (so to speak). The real gap was the absence of educational toys. As a consequence, there are many parents today who, because of their own childhood experience, don’t see toys as an important ingredient in their child’s upbringing. While books are seen as useful, toys are often seen as an indulgence rather than a value. The targeting in India must start with the parents, who need to be educated and convinced of the value of toys. Part of this is simply describing how toys are useful to their child. This is easier said than done. Not just because trained staff are rare, even in organized retail. However, the Internet provides an avenue for creating that awareness effectively, which online toy stores already do.

60 • THE TOY BOOK

Describing the value usually comes down to the skills that the child will develop while using the toy. In our own studies, we have found that once Indian parents are convinced about toys, they also spend time playing with their kids. The child reciprocates better when the parent is directly involved, leading to healthy parent-child bonding. As a result, everyone is happy. The subsequent feedback on toys comes back very positive. Even for the teenage segment, communication needs to be directed toward the parents, as they control the purse-strings much more aggressively in India. This is part of the reason for why licensed toys have done poorly in India. Efforts at the industry level will also go a long way. At Nuremberg Toy Fair, Ernst Kick and his remarkable team announced a new Indian version of the trade show—Kids India. The first edition is slated for October. I am confident that such toy-specific events have the potential to dramatically increase the retail awareness of toys, and should include an open day for families to visit.

Findings from our recent survey We recently conducted a survey along with an online toy store in India. The survey covered 175 parents across six cities in India. Each of these families would, in Purchasing Power Parity (PPP) terms, be comparable to the average UK parent. Here are some of the findings: TV dominates, closely followed by toys, as kids’ favorite activity. Interestingly, in India, video games still have a very low penetration. But where present video games crowd out other play activity, we expect video games and digital apps to increase share as penetration of tablets and smartphones increases. Cricket leads the play activity of kids, followed by dolls. The low share of action toys is in-line with our channel feedback on poor sales of movie-line licensed products (e.g. The Avengers). Friends and family are the dominant route for gathering

JULY/AUGUST 2013

Kids’ Favorite Activity

Source of Awareness

TV dominates the leisure time of kids in India across regions and socio-economic classes, followed by toys. BBC pulled CBeebies from India, citing a “uniquely challenging” market.

Commercial TV or print advertisements of toys are not common. Mattel is the only player to have a regular media plan. Internetdriven awareness is expected to pick up in India, as it has in developed markets.

60 70 60

information about toys. We expect the role of the Internet to increase in-line with the behavior in developed markets. Consumer awareness of toy brands is poor. The most popular response was Disney and Barbie. Even with aided recall, our survey participants showed limited awareness of key brands such as Fisher-Price and Lego. The popular market strategy heuristic is that when the per capita income reaches $1,200, there is a take-off in consumption. Many bets on this assumption have gone awry in India. In retrospect, the explanations largely revolve around the following:

20 10 0

when the features of a toy are explained to them. It is another topic that due to duties and high costs of retailing in India, toys are sometimes priced significantly higher than in developed markets. Yet, there is a creamy layer of Indian consumers with significant spending power. These are the top 3 percent of households, with approximately 11 million kids, which could spend an average of $150 per kid. These are the families that should be targeted. Collectively, they represent an opportunity of

Kids’ Favorite Toys

Brand Awareness (aided recall)

Cricket dominates the play activity of kids, and dolls are also significant. The low share of action toys highlights the poor sales of movie-line licensed products.

Percent of respondents

12 10 8 6

20 15 10 5

•

lls Pr et en d pl ay Ca rs an d tra in s R/ C ga m es Ac tio n to ys Bo ar d ga m es

Cr ick et

Limitation of a single data point. For such a large population, a single data point hides more than it reveals. Even for urban India, 41 percent of consumption spending is on food. Less than 7 percent finds its way to durable goods. • Differences in ethnicity. Attitudes toward consumption are influenced by ethnicity. At the least, every entrant should understand the nuances of the north, south, east, and west. • Price sensitive nature of market. This feature is not unique to India. In the toy segment, I have found parents to be quite rational

JULY/AUGUST 2013

W he el s

sk o

Ho t

Fu n

er -P ric e

Fis h

Le g

Ba rb ie

Di sn

Percent of respondents

In te rn et

Bo ok s

ga Vid m eo es

in g Dr aw

Pa rk

To ys

lo ut le ts ad C ve om r ti m se e m rci en al ts

Fa m ily

Fr ie nd sa nd

Percent of respondents

Re ta i

Percent of respondents

$1.5 billion, growing at 15 percent compound annual growth rate and expected to grow at that rate for at least the next 25 years. From a marketer’s standpoint, India is more like a continent, with many different cultural and economic hues. Getting to understand the consumer requires peeling back many layers. ■

Richa Dikshit is the founder of Toy Tasting, a video channel about toys. Formerly an investment banker with Merrill Lynch, Dikshit is based in Mumbai, India, where she lives with her two daughters and husband. She can be reached at richa@toytasting.com.

THE TOY BOOK • 61

Seven Facts About the French Toy Market (and Banana Peels to Avoid) by Steve Reece, brand marketing and product development consultant

rance is one of the top three toy markets in Europe as well as one of the top six or seven in the world. As such, any toy company with global aspirations will need to address the opportunity and challenges presented by France at some point. There are some very notable and distinctive factors at play in the French market, so I’d heartily advise against just sauntering in there and presuming it works the same as elsewhere. That has proven to be a very costly presumption for the great and the good alike. Here are some French toy market factoids to keep in mind. 1. France has the euro for currency and is the fifth largest economy (via nominal GDP) worldwide, behind Germany, but ahead of Brazil and the UK. 2. The French toy retail market is dominated by the massive selling power of the hypermarche, such as Carrefour (the second largest retailer in the world), Auchan & Leclerc, and several toy retailer chains, including Toys “R” Us and La Grand Récré. 3. Due to the nature of French political culture, small shopkeepers are protected through limitations on price promotions, which have especially restrained the hypermarche, although there are still heavy promotions during the fourth quarter of each year. 4. Due to the underlying socialist framework of French society (remember liberté, egalité, and fraternité, as espoused by the French revolutionaries?), workers rights are keenly protected. Most recently, national protests brought the country to a standstill after the government dared to explore a raise in the retirement age from 60 to 62, which would be deemed generous in most other countries. In practice, however, what that

62 • THE TOY BOOK

means is companies should only employ staff in this market with great care. It has been said (partly in jest) that it is easier to sever one’s own hand than to be rid of a troublesome employee in France. 5. France has its own movie industry and a strong tradition of cartoon books driving merchandise sales. Internationally, Asterix & Tintin are the better-known comic books, but there are many others that are well-known within France. 6. France has its own music collecting agency, Sacem. For products featuring music, it is not unusual for rights to be granted for “the world outside France.” Ignore this at your peril. When creating a product with music for France, you need to be aware of Sacem (www.sacem.fr). 7. While most French people speak English to some degree, you will find French people much less willing to speak English compared to those countries in Northern Europe where English almost seems like a preference. For all these reasons above, you will generally want to begin your French adventure with a distributor that will know the lay of the land on these issues. France is a wonderful country, but beware of glibly presuming you can do business in the same way as in your home market. Mistakes can cost big money in the French market. ■

Steve Reece is a brand marketing and product development consultant in the UK and European toy and game markets, as well as the author of The Practical Guide to Doing Toy Business in Europe. He previously worked for Hasbro’s European head office in brand marketing and market research. You can contact him via steve.reece@vicientertainment.co.uk, or visit his blog, www.stevenreece.com.

JULY/AUGUST 2013

new

What’s

Awesimals Come to Digital Life Awesimals character cases, by Awesimal, are designed for iPhones and iPod touch devices and pair with a downloadable Awesimals interactive app. Kids can customize their screen savers, choosing from among 10 different expressions and eight background colors, such as bright and big smiles, monster teeth, barfing mouths, and big puckered lips. Kids can also choose their Awesimals’ voice, which repeats whatever a child says, whistles, laughs, or burps. Awesimals cases are available in pink, light purple, dark purple, blue, lime green, yellow, orange, and cherry red.

Scoot, Rattle, and Roll Helping new riders scoot, roll, and explore, Kids Preferred’s new Ride ’n’ Roll Racers offer kid-friendly fun and adventure on four wheels. The new Ride ‘n’ Roll collection for kids ages 12 to 36 months includes four fun and vibrant options for little riders: Ride ’n’ Roll Bee, Ride ’n’ Roll Ladybug, Ride ’n’ Roll Cow, and Blue Racer. All four racers are safe and enjoyable for a spin around the living room or backyard, allowing mobility in all directions. Each Ride ’n’ Roll racer has an easy-wipe, memory-foam seat and an ergonomic wooden handle.

Turning Kids Into Holograms Kids can turn a smartphone or iPod touch into a holographic magic show with HolograFX, from Goliath Games. Kids can also upload their own images to become the holograms themselves. The magic show kit comes with everything kids need to create the magic and holograms, as well as 20 tricks, a free downloadable app, and a stage for the magic show performance. Kids can even create their own stories using videos of themselves to create holograms.

Fans Design New Squishables Squishables has added two new faces to its collection of creative round plush. The additions are the first two fan-designed Squishables, Hyena and Werewolf. The new, fanvoted plush will join a variety of food- and animal-inspired squishables and mini-squishables, including Squishable Cinnamon Bun, Squishable Panda, and Mini Squishable Dragon. The designs were accepted by Squishables and voted on by fans of the website for new squishable creations.

Monstrous Uglydolls Make Their Debut Pretty Ugly LLC has partnered with Universal Partnerships and Licensing to develop a new series of Uglydoll plush dolls based on the Universal Monsters. The Universal Monsters series of dolls will make its retail debut during the Halloween season. Gund, a division of Enesco, will offer these cobranded characters, including Wedgehead as Frankenstein, IceBat as Dracula, OX as Wolfman, Tray as Bride of Frankenstein, Big Toe as the Creature from the Black Lagoon, and Babo as Mummy. The first series of plush dolls will launch this fall and will be available at retailers nationwide.

JULY/AUGUST 2013

THE TOY BOOK •

Toys and TV: The Best Marriage Ever

From Comic Strip Cameos to Big Screen Success by Stuart Fischer

he Smurfs are a clan of little blue people who stand no corporation founded in 1922 by Jean Dupuis that published taller than three apples high and wear little white elves' The Smurfs. The company is now owned by Media-Participacaps. They are a very happy bunch of characters that tions. After its success in Spirou magazine, graphic albums and reside in mushroom-shaped houses and live in total harmony. Belgian comics reprinted the strips and the popularity of The Each Smurf has his or her own personality, but they all be- Smurfs continued to expand. lieve in one another and in the goodness of things, while alIn the late 1970s, Fred Silverman, former chairman of ways keeping a positive attitude. Whenever there is a problem, NBC, noticed his daughter playing with a Smurf Smurfs handle it with kindness and underproduct that had significantly held her attention. standing and without harsh emotions. Silverman wondered what it was that his But how did they come to be? In 1957, daughter found so thrilling about the prodBelgian cartoonist Pierre Culliford, also uct. Silverman called Sy Fischer, then the known as Peyo, came up with the idea agent for animation studio giant Hannafor The Schtroumpfs, or The Smurfs, in Barbera Productions, and Joseph Barbera, English. Before creating The Smurfs, Culco-founder of Hanna-Barbera, and sugliford created a European comic strip gested that they investigate this property to called Johan and Pirlouit, which translates see if it might have any potential for a Satto Johan and Peewit in English. Johan and urday morning cartoon. Peewit was a sword-and-sorcery story set in Joe Barbera met with both Culliford Europe during the Middle Ages. The Smurfs and Sepp International S.A., which was the were introduced in the comic strip in 1958, licensing company that controlled the rights to Smurfette’s House, from Mega Bloks which served as a good way to introduce the The Smurfs on behalf of Culliford. Both Culliford and Sepp were intrigued new property. Johan and Peewit would interact with The Smurfs and before long, readers began to take a by the idea of a Saturday morning animated series to be produced by Hanna-Barbera for American TV, and after a few liking to the little blue elf-like fellows. The Smurfs became an independent strip in Spirou maga- meetings a deal was made giving Hanna-Barbera the rights to zine in 1959 and after a while, the comic built a rapidly ex- develop The Smurfs TV series for NBC’s Saturday morning panding audience of its own. Dupuis was a European schedule. On September 12, 1981, The Smurfs made their

64 • THE TOY BOOK

JULY/AUGUST 2013

American TV debut. Not only was the show filled with great fantasy, but it also contained a certain level of convincing reality that made it special. It was an hour-long weekly show, which was unusual for a Saturday morning weekly network cartoon series, most of which consisted of half-hour episodes. The show blasted off from the start and received high ratings. The show's strength increased with each passing week, and before long it was the talk of the TV industry and, later, the talk of the U.S. Licensed merchandise began appearing in all corners of the world. In 1982, retail sales for The Smurfs products in the U.S. exceeded $650 million. Wallace Berrie and Co., the Van Nuys, Calif.-based distributor of The Smurfs merchandise, had the U.S. rights to the property and worked with Sepp and Hanna-Barbera to make The Smurfs a household name. NBC had considered leaving the kids’ entertainment business, but with the rising success of The Smurfs, they reconsidered and the show remained an NBC Saturday morning anchor for nine years, until it was removed from the network schedule in 1990. The Smurfs went on to enjoy a happy after-network life in syndication and on cable. More than two decades after the show was removed from NBC’s Saturday morning slot, Sony Pictures announced the production of a trilogy of Smurfs films. The three films would not be done in cel-animated form, as the HannaBarbera TV series was, but in a hybrid of live-action and computer-generated form, giving the characters a more realistic look and hooking a new generation on an old classic that still had enough life left for a new direction. The first film came out on June 29, 2011 and was a huge hit in the children’s industry. The Smurfs 2 was released on July 31, and the third and final film is scheduled for release on July 24, 2015. The Smurfs has always been a very heavily-licensed property. Though the exposure of the property faded after the show went off the air, the theatrical reboot of The Smurfs made the little blue guys more popular than ever. Sony Pictures Consumer Marketing, the licensing division of Sony Pictures, created a robust licensing program for The Smurfs that re-introduced these characters to a new genera-

JULY/AUGUST 2013

tion. The first film grossed more than $560 million worldwide. The first campaign was very successful and according to Sony, retailers are taking an even bigger bigger position on The Smurfs products to meet with increased demand on behalf of consumers. According to George Leon, the licensing program for The Smurfs 2 will be even bigger than the first film. Sony has launched a global consumer marketing campaign for the sequel that has more than 100 partners. Sony is attempting to start a multi-generational lifestyle-based program to Clumsy Plush, help consumers to interact with The from Jakks Pacific Smurfs in a more personal way. McDonald’s has signed on for The Smurfs 2-branded Happy Meals; Jakks Pacific has returned as the master toy partner for the brand with new plush, figures, activities, and play sets; Build-A-Bear Workshop returns as a licensee, letting kids create their own Smurf plush characters; and Toys “R” Us has an in-store Smurfs feature shop, including custom Smurfs The Smurfs Monopoly, giftcards. Additional toy licensees from USAopoly include Pressman Toy, Goldie International, Mega Brands, and USAopoly. Ubisoft returns with a new The Smurfs 2 video game, and Beeline will create new mobile games. What started as a great idea from a creative mind has turned into an international success spanning multiple generations and cultures. ■

Stuart Fischer has worked at Universal Studios, where he helped develop shows to be sold to networks, as well as HannaBarbera Productions, where he developed shows to be sold to the networks and to the first-run syndication market. Fischer has written the books Kids’ TV: The First 25 Years and The Hanna-Barbera Story: The Life and Times of TV’s Greatest Animation Studio, as well as various magazine and trade journal articles. He also created his own comic book, The Man-O-Saurs.

THE TOY BOOK • 65

the bar

Raising

by Howard N. Aronson

To reduce risks for intellectual property and regulatory compliance, manufacturers are relocating factories to the U.S.

ike the proverbial child who runs away from home only to return before nightfall, an American toymaker is bringing most of its manufacturing back to the U.S.— after more than a decade of outsourcing in Asia. The decision of K’NEX Brands, a family-owned maker of plastic building toys, to boost manufacturing at The Rodon Group, its Hatfield, Pa. plant, is only one example of a major trend. Persuasive factors that led to the ultimate decision included quality control, overall costs, timeliness of deliveries, and intellectual property issues. Many are following the lead of K’NEX and rediscovering that home sweet home is the best place to make and distribute products after all.

Home Advantage Manufacturing in the U.S. created many advantages for K’NEX: • Greater ability to react to shifts in consumer demands for toys because it’s much quicker and easier to retool—thus creating additional sales. • Delivery times and changes in delivery schedules are quicker, allowing K’NEX to take advantage of unexpected increases in sales at some stores. • There’s more control over quality—including avoiding toy safety product recalls. • There’s more control over materials, which is especially important where safety is an issue, as it is with many toys.

66 • THE TOY BOOK

• Overseas labor costs are increasing, whereas using robotics in its U.S. plant is boosting productivity—thus lowering per unit labor costs. • Transportation costs are rising. • Time zone differences make communication between manufacturers and suppliers difficult. Rebecca Bagley in Forbes succinctly highlights and adds to such factors, “the almost incalculable potential for lost intellectual property offshore.” Thus K’NEX joins many companies of late returning manufacturing to the U.S. for a host of reasons, including notably better intellectual property (IP) protection in the U.S.

JULY/AUGUST 2013

Facing Challenges with Innovation K’NEX has always manufactured their bricks, rods, and connectors, the basics of all K’NEX building sets, in the U.S., but had to make adjustments to its product to facilitate the return of the majority of manufacturing to its U.S. plant. For example, the Wall Street Journal reports that the company has redesigned its roller coaster tracks—which were to be held together by manually inserted metal pins—to be all-plastic with pressure-fit connecting means. The cost of having American workers utilize metal pins was prohibitive, so K’NEX redesigned the tracks so that they could simply be snapped together. What is even more innovative, K’NEX redesigned toy sets’ tiny hubcaps—which used to be inserted by hand by overseas workers—for K’NEX’s young customers themselves to snap together along with the rest of the toy. In a similar move, K’NEX changed the coating—a shiny metallic finish— on a toy car that’s part of its roller coaster set because applying the coating to the cars is too “expensive [and]…dirty” for American manufacturing. They produced a new design without the coating—and may instead instruct the consumer to place a shiny decal on the toy cars as part of the set. K’NEX’s sister company, The Rodon Group, started out in the 1950s as a maker of extruded plastic items, such as protective caps for chair legs, and today is still a high-volume small plastic parts manufacturer that claims to be “cheaper

JULY/AUGUST 2013

than China.” In the early 1990s the founder of the Rodon Group’s son, Joel, invented K’NEX which began as just rods and connectors manufactured at the family’s plant. As K’NEX grew and incorporated motors, cars, and roller coaster tracks into its line, it was forced to move much of its toy production to Asia, leaving its Pennsylvania plant to turn out other products. But K’NEX started reshoring after the 2008 recession as a way to keep the Pennsylvania facilities open. Today, K’NEX makes 95 percent of its product in America. K’NEX still imports small battery-powered motors for its toys from China because it hasn’t found a competitive U.S. supplier. Because its move back home demonstrated the competitive edge K’NEX had developed in its automated plant, it also undertook production and sales of TINKERTOY as a Hasbro licensee. To make U.S. production feasible, wooden parts of TINKERTOY were redesigned in plastic. The company also makes Lincoln Logs under license from Hasbro—but because the market will not accept plastic toy log cabins, (what would Abe Lincoln say?) the Lincoln Logs are still made off-shore. In the near future, K’NEX hopes to find a U.S. furniture company to produce the tiny logs in America. K’NEX purchased a $30,000 robot to speed and simplify product packaging. For the future, K’NEX expects more sophisticated robots to perform assembly work, enabling the company to move more production back to the U.S.

The More the Merrier K’NEX joins good company by returning manufacturing to the U.S. WHAM-O reported bringing back 50 percent of its Frisbee production to California and Michigan. In addition, CharlieDog and Friends, a Rye, N.Y.-based toy company, announced efforts to reshore manufacturing of their plush toys in America. Like their counterparts in other industries, toy companies are learning that if their manufacturing is located in the U.S.—because of factors such as labor, delivery, transportation, and quality control issues—they can also achieve better protection of trade secrets and related IP at home. ■

Howard N. Aronson has provided legal counsel to toy industry companies for the past 30 years. He is the managing partner of Lackenbach Siegel LLP, an intellectual property law firm recognized for its nine decades of handling toy company issues. Contact Howard at haronson@LSLLP.com or (914) 7234300.

THE TOY BOOK • 67

marketplace

Industry

Classifieds Playtime Sales & Marketing Co. LLC A Toy Manufacturers Sales Representative Corporate Office 331 Piermont Road Norwood, New Jersey 07648 TEL: 201-784-7727 FAX: 201-784-1912 E Mail: murraybass@playtimesales.com // lensoyka@playtimesales.com

The Playtime Sales & Marketing Company, LLC. is a Toy and Electronics Manufacturers sales representative organization. Our prime focus is to represent Toy and Electronics Manufacturers to the Mass Market Retailers. The principals of our Company are Len Soyka and Murray Bass. Our only vocation has been in the Toy Industry. We are dedicated toy professionals.

BUSINESS DIRECTORIES

2013 Trade Show Directory $39.95 Independent Sales Rep Directory $69.95 Toy Wholesalers & Manufacturers $29.95 Now Available: Trade Show Exhibitor Mailing Lists, 2000+ Shows! We carry Salesman’s & Chain Store Guides 1-800-635-7654 www.forum123.com - Over 100 Titles Available The Toy Book Volume 29, Number 4 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Publishing Group, Inc.® Editorial and advertising offices are located at 307 Seventh Ave., Room 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2013 Adventure Publishing Group, Inc.® All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in U.S.A. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Publishing Group, Inc.® Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: The Toy Book, c/o Adventure Publishing Group, 307 Seventh Ave., Room 1601, New York, NY 10001. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.

• THE TOY BOOK

Our geographical areas of sales coverage and accounts include: • NEW ENGLAND…Connecticut North to Maine and Upstate N.Y. Accounts… CVS Drug, BJ’s Whle Club, Benny’s, TJ Maxx, I Party and CW Price. • N.Y. METRO…N.Y. City and New Jersey. Accounts… Toys R Us and their DOTCOM and Global Divisions, FAO Schwarz, Xmas Tree Shops, Shepher Distributors, Burlington Coat Factory, Buy Buy Baby, Marlon Creations, ToyZam, Bed, Bath and Beyond, Steven’s Intl.,TRU Express and NY area Supermarket Chains. • MID-LANTIC…Pennsylvania, Wash D.C., Northern Virginia and Western Ohio. Accounts…Rite Aid Drug, Group Sales, Boscov’s, Liss Bros, 5 Below and Big Lots. • K mart USA // JC Penney Catalog // Universal Studios Orlando // Gordman’s // Duckwall // Pamida // AAFES • CANADA…Walmart, Toys R Us, Canadian Tire and Big Lots. We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries.

Place a classified in Please contact Anthony Guardiola 212-575-4510 x2322 aguardiola@adventurepub.com

JULY/AUGUST 2013

SUBSCRIBE TO Get weekly updates on the latest toy industry news and trends! Available only by email! Sign up at www.adventurepub.com

Advertiser Index

ABC Kids Expo .....................................................................................................................................................................................................72 Adventure Publishing Group .................................................................................................................................................................................71 Bananagrams..........................................................................................................................................................................................................25 BERG Toys..........................................................................................................................................................................................................S14 China Toy Expo .....................................................................................................................................................................................................59 Eitech America ....................................................................................................................................................................................................S13 Fat Brain Toys........................................................................................................................................................................................................19 Forum Publishing...................................................................................................................................................................................................68 Laser Pegs............................................................................................................................................................................................................1, 2 Jonny Hawkins Cartoons .......................................................................................................................................................................................68 Madame Alexander ................................................................................................................................................................................................35 MEGA....................................................................................................................................................................................................................17 Neat-Oh! International...........................................................................................................................................................................................13

Ollie’s Bargain Outlet ............................................................................................................................................................................................68

Playtime Sales & Marketing..................................................................................................................................................................................68

R&R Games...........................................................................................................................................................................................................S7 Smart/Tangoes........................................................................................................................................................................................................27

The Bridge Direct ....................................................................................................................................................................................................5

ToyFest West..........................................................................................................................................................................................................S9

University Games ....................................................................................................................................................................................................7 Worx Toys............................................................................................................................................................................................................S19

Zeenie Dollz...........................................................................................................................................................................................................33 THE AD INDEX IS PUBLISHED AS A COURTESY. WHILE EVERY EFFORT IS MADE TO BE ACCURATE, LATE ADDITIONS AND CHANGES IN LAYOUT MAY RESULT IN ERRORS OR OMISSIONS.

JULY/AUGUST 2013

THE TOY BOOK •

Flashback: July/August 1993 3.

2. 5. 1. The Original San Francisco Toymakers’ Rapp ‘N Fire Blow Gun can fire up to 10 shots. 2. The Snalienator is part of the new Snaliens actionfigures product line from JPI International. 3. Cadaco’s Boom Ball has a racket with booming drum sound and is available with indoor and outdoor balls. 4. Craft House Corp. introduces a new line of Jurassic Park children’s activity products, including scale model kits, poster/pen sets, Magic Rocks, and 3-D Pop-Out pictures. 5. Nintendo reconfigures and resdesigns its popular 8bit Nintendo Entertainment System to include a sleek, new dark gray casing for the hardware unit, one controller, and a radio frequency (RF) switch. 6. New from Mattel is the McDonald’s Happy Meal Magic Deluxe Playset, which includes a Hamburger Snack Maker, a French Fry Snack Maker, and a Drink Fountain.

What’s Hot! TV Promoted Toys 1. Jurassic Park Figures (Kenner)

6. Super Soaker MDS (Larami)

2. Alien Deluxe Figures (Kenner)

7. TMNT Figures (Playmates)

3. Glitter Beach Barbie (Mattel)

8. Nerf NBI Missle Launcher (Kenner)

4. Batman Figures (Kenner)

9. X-Men Figures (Toy Biz)

5. Gak (Mattel)

10. Genesis (Sega)

70 • THE TOY BOOK

JULY/AUGUST 2013

The Voice Reaching Both Trade and Consumers

CONTACT: JONATHAN SAMET OR LAURIE SCHACHT ADVENTURE PUBLISHING GROUP 307 7TH AVENUE, SUITE 1601 NEW YORK, NY 10001 TEL: 212-575-4510 FAX: 212-575-4521 WWW.ADVENTUREPUB.COM

Tower Puzzles, from Crocodile Creek, are 4-foot high, whimsically-shaped puzzles that teach kids ages 3 and up about numbers, sizes, colors, and more. The line includes circus, flower, jungle, and space ship-themed puzzles.

Sound It Found It Junior, from Wowopolis, is a two-in-one board game designed to educate and entertain kids ages 3 and up. The 72 playing cards and six giant scene boards combine both audio and visual aspects to create a unique game. One player takes a card and tries to get the other players to guess what is on the card by imitating the sound it makes. Once the object making the sound has been identified, players must spot the object in the illustrated scene boards.

Ceaco has developed two new Despicable Me 2 100-piece puzzles featuring former super-villain Gru, his girls, and the Minions. Kids can recreate scenes from the sequel to enjoy Minion madness all over again at home. The puzzles are designed for kids ages 3 and up.

What’s in Ned’s Head? is a gross-out game, from Fundex Games, made available by Poof-Slinky. Kids draw cards and reach into Ned’s nostrils or ears as they race to find the silly object pictured on the card. The game includes Ned’s 15-inch plush head and 15 objects and cards. The game is designed for two to four players ages 4 and up.

Winning Moves Games has released classic versions of Yahtzee and Sorry!. Yahtzee was introducd more than 50 years ago, and the game features the same styling as the original, including an aluminum rimmed dice cup. The game can be played with two or more players ages 8 and up. Also introduced many decades ago, Sorry! is the easy-to-learn game of strategy and luck. The game board features the original artwork and 16 iconic Sorry! pawns. The game is designed for one to four players ages 6 and up.

JULY/AUGUST 2013

THE TOY BOOK • 73

G&aPmu zezls es Open Up, from Wiggity Bang Games, is a conversation game for players ages 18 and up. Players will reveal embarrassing moments, tell inappropriate stories, and answer random questions, such as “Have you ever been the cause of a break up?” or “What’s your worst financial habit?” Open Up comes in three versions with 120 questions in each game.

Tapple is a fast-paced category word game, from USAopoly, that challenges families and party crowds to beat the timer. Players choose a category card and in just 10 seconds name a word matching the category, press the first letter of the word on the Tapple wheel, hit the button to reset the timer, and pass the wheel to the next player. The player who can’t think of a word in time is eliminated from the round. Letters already pressed may not be used again. The player who collects the most cards wins. Tapple is designed for two to eight players ages 8 and up.

Hedbanz Act Up! is the latest addition to the Hedbanz series, from Spin Master. In this family game, actions speak louder than words. Each player places a card in his or her headband. Other players act out the card without speaking as the player tries to guess his or her card before time runs out. The first player to get rid of all of his or her tokens is the winner. The game is designed for players ages 8 and up.

74 • THE TOY BOOK

Make ’n Break Party is the newest version of Ravensburger’s award-winning Make ’n Break series. Without seeing the chosen card, a player must assemble a structure using different shaped wooden blocks. Players must build in one of four game variations: building according to team members’ descriptions, building without saying taboo words, building blindfolded, and creating objects. The game can be played in teams or individually, and is designed for three to nine players ages 10 and up.

Kids can play and decorate with the Teenage Mutant Ninja Turtles Wall Puzzle, from Cardinal Industries. Leonardo, Donatello, Michelangelo, and Raphael are featured in the 72-piece puzzle measuring 24 inches by 36 inches when fully assembled. The puzzle can easily be repositioned to move around the room.

JULY/AUGUST 2013

Spot it! Party, from BLUE ORANGE GAMES, includes

eight colorful card holders and the Hand Mascot: a totem of

the character on the game’s logo. The cards have a new set of

funky symbols, including items such as a gnome, a plunger,

and headphones. If seasoned Spot It! players are too quick to

recognize the symbols in the original Spot It! game, the Party

edition will level the playing field.

Spot It! Party lets players choose from six individual

mini-games with separate rules and objectives. Favorites such

as The Tower get a big twist with the introduction of the Hand

Say What You Meme is a hilarious new party game,

from PLAYROOM ENTERTAINMENT, where players can cre-

ate their own memes, or pictures with funny sayings. In

the game, each player combines an image with a witty

caption and the opponents decide whose is the most

clever. Say What You Meme includes 150 image cards

and is designed for three to eight players ages 8 and up.

Mascot. In addition to match making, players have to keep

their eyes peeled for their chance to steal or pass the Hand

Mascot, which can make or break a win. The winner of the

most mini-games during a play session earns the title of Spot

It! Master. Spot it! Party is designed for three to eight players ages 10 and up.

Kingdom is a Kindness

board

game

created by MAR-

VELOUSLY

MANNERED

WELLLLC

that teaches girls how

What’s It? is a party game, from

PEACEABLE KINGDOM, where players

try to think alike. Players must flip

over a doodle card, flip the timer, and

to handle life’s little faux

pas. Be the first to collect all

eight neighborhood charms and the key to the Golden

Gate of the Golden Rule and enter the royal tea party. As

players make their way around the Kingdom, they must

watch out for the four slippery slopes of bad manners and

write down guesses of what the pre-

the four faux pas spaces.

answers, everyone wins. The game in-

lustrations, such as a princess seated in a wheelchair,

printed doodle looks like. A coopera-

tive game, if players guess the same

cludes 150 doodle cards and a category

die, and is recommended for two to six

players ages 8 and up.

JULY/AUGUST 2013

The game helps children develop social and emo-

tional skills and thoughtfulness toward others. Subtle il-

reinforce empathy, a much-needed skill for kids to com-

bat teasing and bullying. Made in the U.S., the game is designed for two to four players ages 5 and up.

THE TOY BOOK • 75

G&aPmu zezls es

Pizza Party, from

THE HAYWIRE GROUP,

is a fast and frantic

dice game for two.

Each player rolls his or her dice to match

the toppings on

the pizza slice card.

Players

continue rolling

INI LLC’s Never

tion Starters will in-

Have I Ever Conversa-

spire more than just

until the toppings match. Once the slice is complete, players

grab another card and keep going. The first player to create

a whole pizza pie with six slices wins. The game is de-

signed for two players ages 6 and up.

run-of-the-mill chats. Friends

and family together will gather for in-

teresting conversation with questions such as “Never

Have I Ever... met someone with the same birthday as

me” or “solved the Rubik’s Cube.” Then learn interesting

fun facts with FYI’s, such as “you share the same birth-

day with at least 9 million other people in the world” and

“Justin Beiber can solve the Rubik’s Cube in less than two minutes.” Never Have I Ever Conversation Starters

and Fun Facts are available in three titles, Family Life

(ages 6 and up), College Life (ages 18 and up) and Girls

Night Out (ages 18 and up). Each box includes a collec-

tion of 150 facts and funny Never Have I Ever questions.

WREBBT

has

launched a 465-piece, 3-D

Lady Victoria puzzle. The

puzzle depicts the elegant

Victorian mansion and the

charming English garden. Combining gothic design

and classical architecture,

Lady Victoria will transport

users to the idyllic and col-

orful

countryside

Charles Dickens novel.

From CRYPTOZOIC ENTERTAINMENT comes The Hobbit: An Unexpected Journey board game, a game

of adventure in which players join Bilbo Baggins and his 13 dwarven companions on their journey through

the Lone-Lands and Misty Mountains, encountering goblins, trolls, and other dangers. Players traverse their

way through two boards with the goal of coming out alive and prepared for the dangers that lie ahead. A cooperative game for one to four players, everyone must use their limited resources to trek through Middle-earth, gather gold and gems, and defeat the treacherous creatures and obstacles that stand in the

way. The game is designed for players ages 15 and up.

76 • THE TOY BOOK

JULY/AUGUST 2013