Toys & Family Entertainment, June 2009 by aNb Media

STRONG OPPORTUNITIES! Our properties are taking over the market and Cartoon Network is now the #1 choice for boys. And we continue to dominate youth culture with strong brands and excellent licensing opportunities. So, put our strengths to work for you and stop by Booth #2426 at Licensing Show. For more information, e-mail us at licensinginfo@cartoonnetwork.com

Volume 4, No. 7

June 2009

Features 18 Games Going Strong by Paul Narula

22 Fusion of Fun by Paul Narula

24 The Construction Category Stands on Its Well-Built Reputation by Chris Adams

28 Minimizing Risk While Maximizing Opportunity by Chris Adams

30 Licensing Show 2009

compiled by Laurie Hahn and Paul Narula

Learning Resources by Paul Narula

44 ASTRA Preview by Laurie Hahn

Departments

Observations & Opinions

page 6

Sizzlers

page 8

Specialty Sizzlers

page 10

The Ticker

page 12

Entertainment Marketplace: Super WHY!

page 14

Merchandise Makers: Cadaco

page 16

You’re Hired!

page 48

Calendar of Events

page 50

ON THIS PAGE (CLOCKWISE FROM THE TOP): Moose Mountain’s ESPN Coast to Coast Basketball, LEGO’s Darth Vader’s Tie Fighter, Cintex’s Bakugan-licensed soccer ball, and Baxter from The Jim Henson Company’s Doozers

ON THE COVER (CLOCKWISE FROM THE TOP): THQ’s video game based on the Disney/Pixar film UP, Activision’s Guitar Hero Smash Hits, and Atari’s Ghostbusters: The Video Game COVER BY DESIGN EDGE

OBSERVATIONS & OPINIONS

TOYS ARE A COMMODITY?

WWW.ANBMEDIA.COM

BOB GLASER

or quite some time now I have been hearing the same lament from many toy manufacturers. They claim that toys no longer hold that special place in a consumer’s heart. The lament goes that, for a variety of reasons, toys have become a mere commodity. I don’t believe any statement could be more false. Merriam-Webster’s dictionary defines a commodity as “a good or service whose wide availability typically leads to smaller profit margins and diminishes the importance of factors (such as brand name) other than price.” Price has certainly been a major topic of discussion for quite some time in the toy industry. Retailers are constantly asking manufacturers to get the price down, down, down. Over the past year, with all the new testing now required, it has become more difficult for manufacturers to deliver on price. Price is only one consideration of the above definition. The diminishing of “other factors” is something I disagree with when talking about toys. Asking my fellow aNb Media colleagues what their favorite toys were as children proved to me that toys are definitely not a commodity. I was immediately supplied with a variety of answers as well as specific explanations as to what made each toy so special. I always thought of a commodity as a basic item that no one gives much thought to. For example, do you remember the first time you went with your father to fill up the family car with gasoline? How about the first time you went with your mother to buy a gallon of milk? Of course not, because those items are commodities. We need both of those items yet, at the same time, we probably don’t give much thought to the purchase. The toys we played with as children, or even today as adults, hold a special place in our hearts and that alone makes them more than just a commodity—in many cases these are brands that are passed from one generation to the next. This issue will have bonus distribution at two industry shows, Licensing Show and ASTRA, and each industry plays a part in creating fond childhood memories. Some of you may have picked this issue up at Licensing Show. Licensed toys now account for a substantial percentage of toy sales. Licensed toys have allowed today’s children to become their favorite character and, through play, create their own lasting memories. During my informal poll of childhood favorites at aNb Media most of the responses named were licensed toys. Some of you may have picked this issue up at the ASTRA convention. The best example of how toys are not a commodity, and should not be treated as such, comes from the specialty market. One of the most specific examples is Thomas the Tank Engine & Friends. While most of this licensed property’s items are now available in the mass market, Thomas product, for years, kept many specialty retailers chugging along. How many lasting memories have been created by children playing with Thomas products? Toys are a commodity—I don’t think so.

6 TOYS & FAMILY ENTERTAINMENT JUNE 2009

PUBLISHED

BY ANB

MEDIA • Volume 4, Number 7

PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING MANAGER AMY LAND AMY@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM MANAGING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM ASSISTANT EDITORS LAURIE HAHN; LAURIE@ANBMEDIA.COM PAUL NARULA; PAUL@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTOR MATT NUCCIO, MATT@DESIGNEDGE.NET HONG KONG REPRESENTATIVE TONY LEE SMART REGENT PRODUCTIONS LTD., 66–72 STANLEY STREET, ROOM 603, KAI TAK COMMERCIAL BUILDING, CENTRAL HONG KONG PHONE: 2815 0166 • FAX: 2815 6911 • SREGENT@NETVIGATOR.COM PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM ANB MEDIA, INC. 229 WEST 28TH STREET, SUITE 401, NEW YORK, N.Y. 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM are published monthly by aNb Media, Inc. Copyright 2009 aNb Media, 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 the U.S.A. TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM are registered trademarks of aNb Media, Inc. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of management.

SIZZLERS

SIZZLERS: WHAT ’S MOVING OFF STORE SHELVES? WHAT ARE THE HOTTEST WEB ORDERS? Here is an alphabetical listing of the hottest-selling items in the toy industry, based on a combined survey of both offline and online retailers, reflecting the previous month’s sales.

BAKUGAN TRAP ASSORTMENT Spin Master

LEGO STAR WARS ASSORTMENT LEGO Tag

BATHING SUIT BARBIE THEN AND NOW DOLL Mattel BLOKUS Mattel

MARIO KART WII Nintendo RAZOR SCOOTER ASSORTMENT Razor

Fisher-Price Power Wheels Barbie Princess Lil’ Quad

STAR WARS: THE CLONE WARS FIGURES Hasbro

CRAYOLA SIDEWALK CHALK Crayola Bakugan Trap

FISHER-PRICE POWER WHEELS BARBIE PRINCESS LIL’ QUAD Fisher-Price

TAG LeapFrog Wolverine Electronic Claw

GIRL GOURMET CUPCAKE MAKER Jakks Pacific HYPERDASH Wild Planet

8 TOYS & FAMILY ENTERTAINMENT JUNE 2009

Razor’s Sweet Pea Scooter

TECH DECK BOARDS Spin Master WOLVERINE ELECTRONIC CLAW Hasbro

SPECIALTY SIZZLERS

SPECIALTY SIZZLERS: WHAT ’S MOVING OFF STORE SHELVES IN THE SPECIALTY MARKET? This is an alphabetical listing of the hottest-selling items in the specialty segment of the toy industry, based on a survey of independent toy and gift retailers, reflecting the previous month’s sales.

BANANAGRAMS Bananagrams

Bananagrams

DOINK-IT DARTS Marky Sparky

PINBALL PAINTER Alex

EZYROLLER EzyRoller

PLASMACAR PlaSmart

GEYSER TUBE Be Amazing Toys ICE CREAM PARLOR Melissa & Doug

10 TOYS & FAMILY ENTERTAINMENT JUNE 2009

MAX LIQUIDATOR ELIMINATOR Prime Time Toys

Max Liquidator Eliminator

PlasmaCar

SETTLERS OF CATAN Mayfair Games STICKY MOSAIC PIRATES Orb

TO THE

Fabulous WORLD OF

-XcMe_ NQ` [Z \UZW ` _ a P

Q T `

Z U

` R Q X

Q N

THE TICKER

A RECAP OF INDUSTRY HEADLINES COMMISSIONERS NAMED TO CPSC AND TESTING PROTOCOL FOR LEAD PAINT ANNOUNCED

While President Obama announced the nomination of two new commissioners to the understaffed Consumer Products Safety Commission (CPSC), the CPSC released its new standard testing protocol for analyzing paint and certain painted products to verify lead limits in toys and children’s products defined in the Consumer Product Safety Improvement Act (CPSIA). The CPSC’s new protocol includes a provision for composite testing—including both like parts and different parts—as recommended in a March 18, 2009, submission from the Toy Industry Association, Inc., (TIA) Laboratory Testing Technical Working Group. As adopted, the CPSIA required the CPSC to begin enforcement of new lead and phthalate standards for children’s products on February 10, 2009. Because the necessary testing and certification requirements did not exist as the lead enforcement implementation deadline approached, the CPSC postponed the testing requirement for one year—until February 10, 2010—to allow time for the development of clear and reasonable guidance. In a separate announcement concerning the CPSC, the new nominees for commissioner, Inez Tenenbaum and Robert S. Adler, are the first wave of new growth at the CPSC. President Obama intends to expand the commission to include five commissioners and additional staff in the months to come to help the overtaxed agency deal with the additional demands created by the passing of the CPSIA. Confirmation hearings for Tenenbaum and Adler are expected in the near future.

12 TOYS & FAMILY ENTERTAINMENT JUNE 2009

TRU INTRODUCES “R” MARKET

Toys “R” Us, Inc., introduced “R” Market. This dedicated front-of-store shop features an expanded assortment of consumables and commodities in select Toys “R” Us stores nationwide. It features nearly 1,300 products including snacks, beverages, candy, paper goods, health and beauty aids, and laundry and cleaning supplies. TRU has also increased its selection of diapers, infant formula, and baby food.

CARTOON NETWORK SIGNS ON FOR TOTAL DRAMA

Cartoon Network Enterprises (CNE) announced it has been named exclusive North American licensing agent for the Fresh TV, Inc., television franchise Total Drama. The deal marks the expansion of a relationship that builds on a first season broadcast run of 2008’s Total Drama Island, as well as the online success of its interactive website. Through the agreement, CNE will develop a licensing and merchandising program across multiple categories including home video for the Total Drama franchise.

CATHERINE RALSTON TAKES THE CAKE

Catherine Ralston, a 12 year-old from New Albany, Ohio, was named the Easy-Bake 2009 Baker of the Year after baking her “Queen of Hearts Strawberry Tart” for a panel of toy, parenting, and culinary experts—among them was aNb Media’s Christopher Byrne aka The Toy Guy. This announcement concludes a search, started last summer, by Hasbro, Inc.

JUNE 2009 TOYS & FAMILY ENTERTAINMENT 13

ENTERTAINMENT MARKETPLACE

OUT OF THE BLUE ENTERPRISES BY LAURIE

HAHN

lpha Pig, Princess Presto, Wonder Red, and Super Why don’t sound like your typical superheroes, but that’s just what they are. Well, Super Readers, actually. These four characters are the alter egos of The Littlest Pig, Little Red Riding Hood, Princess Pea, and Whyatt on the preschool series Super WHY! and their aim is to help children develop the skills they need to learn how to read. The characters, each with its own literary power, interact with traditional storybooks to find answers to everyday problems.

Super WHY! is the first original program from Out of the Blue Enterprises, led by Angela C. Santomero, the Emmynominated co-creator of Blue’s Clues, and Samantha Freeman, a former Nickelodeon executive. Functioning on the premise that reading is power, Super WHY! engages viewers by using interactive literacy games that need kids to play. Each 24-minute reading adventure begins in Storybrook Village, a 3-D world hidden behind the bookshelves in a chil-

14 TOYS & FAMILY ENTERTAINMENT JUNE 2009

dren’s library. The Super Readers solve real-life problems by transforming into literacy-powered superheroes and flying inside books to find out how famous fictional characters (the Big Bad Wolf, Hansel and Gretel) handled similar problems. Once the fictional problem is solved, the Super Readers decode the Super Story Answer on their Super Duper Computer to find out how to realistically solve their own problem. Since debuting in the U.S. on PBS Kids in September 2007, the show has been one of the top 10 shows nationally with kids ages 2–5, according to Nielsen Media Research. To complement the show’s popularity among preschoolers, Out of the Blue began a Super WHY! licensing program that brings the fun of the show to a variety of products. Licensees include Kids Headquarters, Handcraft, Global Design Concepts, H.E.R. Accessories, Pan Oceanic, Berkshire Fashions, The First Years, Disguise, DecoPak, and Giddy Up. On June 13, the retail launch of master toy licensee Learning Curve’s toy line arrives at Toys “R” Us stores. Every Toys “R” Us in the U.S. will host exclusive two-hour Super WHY! events, featuring storytelling, reading-focused games, activities, and giveaways. Additional new products from licensees Grosset & Dunlap, University Games, and PBS Home Video will also be available. In August, Super WHY! toys will roll out to other retailers, bringing the power of reading to kids in new ways.

NEED

KNOW

• Angela Santomero created Super WHY! as her master’s thesis at Teachers College, Columbia University— before her work on Blue’s Clues.

• More than 65 weeklong Super WHY! reading camps will be held in 20 U.S. markets this summer. • Super WHY! was nominated for a 2008 Daytime Emmy Award for Outstanding Preschool Children’s Series. • Many families send Out of the Blue photos of homemade Super WHY! cakes, costumes, birthday invitations, and toys.

PBS HOME VIDEO

UNIVERSITY GAMES

Use detective skills to find the hidden words within University Games’ 60-piece Super WHY! puzzles. Kids must put together these puzzles and then seek out the 30 words hidden within the puzzle scene using their Why-Finder magnifiers (one is included in each puzzle.) The puzzles measure 10 inches x 13 inches when completed. They are for ages 4 and up.

Kids can follow the adventures of the Super Readers whenever they want with Super WHY! DVDs from PBS Home Video, distributed by Paramount Home Entertainment. The Three Little Pigs & Jack and the Beanstalk DVD features two episodes—“The Three Little Pigs,” and “Jack and the Beanstalk.”

BENDON PUBLISHING

LEARNING CURVE

As master toy licensee, Learning Curve’s line of products based on Super WHY! consists of plush, roleplay sets, action figures and dolls, vehicles, and electronic learning aids. Take Super Why along on a reading adventure as he comes to life in this plastic action figure. Super Why comes with his signature Why Writer that spins, a detachable Super Duper Handheld Computer, and a detachable super hero cape. The action figure is for ages 3 and up.

Bendon Publishing will produce a variety of activity books that include stickers and posters. Also in the lineup are card games with reward stickers. Bendon will also produce a Reward Sticker Activity Book that includes learning activities and certificates, as well as more than 100 stickers.

GROSSET & DUNLAP

Grosset & Dunlap, a division of Penguin Young Readers Group, will produce Super WHY! books. Jack and the Beanstalk includes three gatefolds with fun literacy activities. Other books include Little Red Riding Hood and ’Twas the Night Before Christmas. The books are for ages 3–5.

JUNE 2009 TOYS & FAMILY ENTERTAINMENT 15

MERCHANDISE MAKERS

MOVING WITH THE TIMES

PAUL NARULA

ore than 70 years ago, a according to Tim Weiner, vice-president, marsports and games keting at Cadaco. “We’re looking for new enthusiast named entertainment, with that intuitive piece that Donald Mazer and makes it really easy to understand,” Weiner businessman and says. At the same time, Cadaco tries to make investor Charles Berlsheimer teamed up and sure that no matter how simple the learning in rented a garage in San Leandro, Calif., to get a game can be, it also has to have plenty of a start on their new game company. They appeal to keep players coming back to the decided on the name “Charles and Don and board. This approach is a major part of what Co.,” which they shortened to the much more allows many Cadaco products to continue to manageable “Cadaco,” the name their compa- sell long after they hit the market. Tripoley is ny is still known by. Cadaco’s roots are in a key product in Cadaco’s game line and still Mazer’s love of sports, with its first products sells well for the company today, despite the being sports-oriented games such as Foto fact that the company World, Scientific Football, Touchdown, bought the rights to Varsity, and All-American Football. But the game in 1937. Cadaco’s story is one of growth and expanCadaco’s greatest sion and sports games are only a fraction innovations as a comof what the company has to offer to pany, however, have today’s consumers. Now based in been the product lines Chicago rather than California, that move away from its tra(Mazer bought out ditional game focus. Cadaco Berlshemier and produces multiple magic sets for moved the compachildren in a partnership with ny in 1937, where professional magician Ryan it was bought by Oakes. These kits range from entrepreneur and curbasic card tricks to full-blown rent owner Jules magic sets with 100 tricks Abramson in 1964.) included. Just like Cadaco’s EnviroBLOX are Cadaco’s Cadaco has continued environmentally friendly construction toys. game line, the kits are to update with the times designed to be as intuitive as with a successful magic line, outdoor prod- possible, with a step-by-step DVD of Oakes ucts, and the EnviroBLOX construction set. performing and teaching each trick included. Part of the reason that Cadaco has been Cadaco has made children’s magic kits for 30 able to stay strong and continue to update with years and, according to Weiner, the line has the times are the core tenets of its design phi- become more popular over time. “It’s almost losophy when approaching products. Cadaco what we’re best known for now,” he says. emphasizes “intuitive innovative fun,” One of the most interesting and innovative

16 TOYS & FAMILY ENTERTAINMENT JUNE 2007

products from Cadaco is EnviroBLOX. This kit fits Cadaco’s design philosophy perfectly. It uses a new type of material, based on cornstarch, and is built by using water to moisten the individual pieces and join them together. Because of the all-natural materials used to make the toy, EnviroBLOX is environmentally friendly. The product is easy to use, but can make complex structures. “It’s an activity that’s a cross between traditional blocks and clay,” says Weiner. “Kids can do it, but we also have some professional sculptors working for us at the office and they use them to make amazing things.” Outdoor products have been another area that Cadaco has developed further in recent years. The company has re-imagined its classic Boom Ball line with new products and styles that take basic ball-based play patterns and add new themes. The company has also established licensing deals for the Speed Racer and Puppy in My Pocket brands and has produced a number of licensed products for both brands, including a line of USBbased computer games called Game Bytes. While 74 years is certainly not ancient, there are many companies that never make it that far. Cadaco has due to the company’s ability to be flexible while adhering to the core tenets of its design philosophy: keeping products innovative and intuitive. Whether it’s a classic game such as Tripoley, a new game such as Adver-teasing, or an entirely new product like EnviroBLOX, Weiner describes Cadaco’s goals in a straightforward manner: “We make easy to use, easy to play, fun products.” And as Cadaco approaches its 75th year, it intends to keep doing just that.

GAMES GOING STRONG n the 1970s, Pong (from Atari) hit the market and created a stir among consumers seeking a new kind of entertainment. From the fateful release of that virtual pinball game and many others that followed was born what is now the modern video game industry. Video games have seen impressive growth in the past few years. Games have appeared on almost every handheld electronic device, from simple cellular phones to the iPhone. Even through the economic slump of recent times, games have remained strong and many companies have reported strong sales and even increases in business. Where once video games were stereotypically viewed as an anti-social habit, game companies now advertise their products prominently on television, the internet, and anywhere else, reaching a wider audience than ever before.

Who’s Playing?

PAUL NARULA

Long Time Loyalty

Additionally, many video game companies have developed strong franchises, and these franchises secure strong devotion from the market. Nintendo has long since established a massive franchise around its Mario character, creating multiple lines featuring the character and the cast that surrounds him. Whether they are action games, sports games, or racing games, Mario has appeared on every system Nintendo has developed. This long-running franchise has many fans and these dedicated fans are more than happy to purchase the next game in the Mario series that is their favorite. Sega has continued to develop its Sonic line of games on multiple consoles, maintaining the brand’s fan base and keeping sales up. The Pokémon brand continues to refresh itself with every new release, with the latest being Pokémon: Platinum Version for the Nintendo DS, released in March. “The ‘reset’ provides kids with new Pokémon to collect and train and new adventures to enjoy while maintaining a connection to the original titles in the series,” says JC Smith, head of marketing at The Pokémon Company. Newer franchises, such as Microsoft/Bungie’s Halo and Sony’s Gears of War, continue to garner new fans and keep sales in the category strong.

At first glance, the high price of video game consoles and the games themselves seem to make this continued success a strange occurrence, but there are many reasons that video games have remained a strong category. One of the most important of these is simply the main demographic of the category. While casual games have expanded the market significantly and the conLittle Mac is the protagonist of sumer base has grown and changed, games have tradiPunch Out!, a classic series Another thing bolstering the video game category is tionally targeted the young male demographic, from Nintendo will revive on the Wii. the fact that the consumers’ access to gaming has been 14–30 years of age, and continue to do so now. This age group often has a disposable income that they are willing to direct expanded in ways it never had been before. “The devices to play video toward their hobby. In addition, there is an older demographic of games are everywhere,” says Ben Bell, executive producer, Electronic gamers who have yet to grow out of the hobby. These consumers, who Arts. “Even if you don’t have a console, you probably have a cell phone.” are often 30 or older, grew up with the original generation of video While portable gaming has been a part of the category for a long time, games. As a result, many of them still play these games and invest in there are separate portable systems that were necessary for consumers to the hobby. These consumers may also have children who share their purchase to play games while traveling. Now consumers don’t even need interests, bolstering the video game category as a family friendly activ- to purchase these systems to play games on the go. Many companies ity (and additionally boosting sales of family-oriented gaming options, have released versions of their games for devices such as cell phones, such as Nintendo’s Wii). In fact, the Entertainment Software MP3 players, and PDAs. Moreover, these games are affordable and easAssociation (ESA) has observed a marked rise in games as a family ily downloadable directly onto the handheld product, making them more activity. According to Rich Taylor, senior vice-president of communi- akin to an impulse buy. This has further expanded many companies’ cations for the ESA, “72 percent of parents like to play video games opportunities, as these low-impact, low-investment games appeal to consumers that otherwise wouldn’t bother with the category at all. However, with their children because they feel that is fun for the entire family.”

Fun is Everywhere

18 TOYS & FAMILY ENTERTAINMENT JUNE 2009

the casual and handheld market isn’t the only place in which manufacturers have made product more readily available. All three of the major home gaming consoles allow players to download games directly to the systems’ hard drives, giving players another lowbudget option to see new content. Pokémon periodically introduces That isn’t to say that video game new characters, such as Shaymin. companies haven’t been adapting to the times as well. One of the most important things to today’s consumer is the perceived value of a product. Video games have always come with a slightly higher price-tag than people regularly spend on toys. Companies want to make sure that consumers feel they’re getting their money’s worth. Sometimes, this can be done simply by changing the way a game is packaged. While Konami’s DanceDanceRevolution Disney Grooves game sells for $69.99, in addition to having to own the respective console system for the game, Konami has packaged two dance mats with the game. “We are constantly looking for ways to deliver a quality gaming experience at a value-conscious price,” says Anthony Crout, vice-president of marketing at Konami. Other companies have begun taking advantage of the hard-drive and direct-download capabilities of the new systems to release downloadable content for existing games. Play value is also extended in many situations thanks to online play.

What The Show Shows

Nowhere is the continuous growth of the gaming industry more apparent than in the development of the biggest trade show for the industry: The Electronic Entertainment Expo, also known as E3. This year’s E3 took place June 2–4, at the L.A. Convention Center in Los Angeles, Calif. Last year’s E3 was marked by being the show’s first year in a new format, with a focus on business and trade rather than the consumer market. This year, E3 has developed further. While the show is still mostly centered on members of the industry, the ESA has opened up the floor to more companies and exhibitors, including peripheral developers, hardware developers, and third-party accessory manufacturers. The ESA has also noted that E3 this year has significantly more exhibitors than the previous year, even accounting for the broadened scope of the show. At press time, the ESA has noted that there are nearly 200 exhibitors at this year’s E3 and anticipated attendance of more than 40,000 at the show. Despite the high prices associated with its products, the video game category has done very well in the past year. Many of the companies interviewed for this article expressed excitement and confidence in the future of video games. “Consumers are increasingly embracing digital entertainment and the social aspects of gaming, and we think these trends are a long-term positive for the industry,” says Scott Guthrie, executive vice-president of publishing at THQ. Video games are definitely poised to take the category to the next level.

Seriously Casual

In the past few years, any discussion about the growth of the video game category would inevitably come around

to the one aspect of the category that has surged forward: the casual game. One of the companies that has been at the front of the casual games market continuously during its growth has been PopCap.

PopCap is the company behind popular and addictive games such as Bejeweled and Peggle. The company’s

games appear on a wide variety of platforms, such as the PC, mobile devices including cell phones and the iPhone,

and home console systems such as the Xbox 360. PopCap has even created free versions of Bejeweled and Peggle that can be played within Activision/Blizzard’s massively multiplayer online game World of Warcraft.

PopCap’s Peggle on the iPhone

PopCap has continued to do well as the casual game space has grown, showing positive sales figures despite economic slumps. The company contin-

ues to expand its offerings, both with new games and by adapting existing games to new platforms. PopCap’s success has shown that casual games can be quite a serious business.

JUNE 2009 TOYS & FAMILY ENTERTAINMENT 19

Video Games

PAUL NARULA

Games are everywhere, on everything from computers to cell phones. The category has shown few, if any, signs of flagging during the economic low points suffered in recent months. Here are some of the latest products from video game manufacturers.

The Pokémon Company

This year has marked another of The Pokémon Company’s “reset” of the Pokémon franchise. The latest Pokémon video game, Pokémon: Platinum Version, introduced new Pokémon, new forms for existing Pokémon (such as Giratina’s new Origin Form, shown here), and new aspects to the Pokémon game. Pokémon will continue to expand its product line with trading card game expansions and the animated series Pokémon: DP Galactic Battle, both of which were released last month.

Nintendo

Nintendo has remade the classic game Punch Out! for the Wii home console. Players can once again take control of Little Mac, the underdog boxer from the original game in the 1980s. Little Mac will face 13 opponents in the ring, 12 of which are returning characters from previous games in the Punch Out! series. Players can choose from two different play styles, utilizing either the Wii remote and nunchuck or using the Wii remote like a classic Nintendo controller. All characters have been upgraded with a new 3-D cell-shaded look. Players can also go head to head in a split-screen boxing match with customized fighters.

Activision

Guitar Hero: Smash Hits features 48 master tracks pulled from Guitar Hero, Guitar Hero II, Guitar Hero III: Legends of Rock, and Guitar Hero Encore: Rocks the ’80s. Players can play alone or with friends on other instruments for a full band, including drums and bass. The game can be played offline, with multiple modes including Band Career mode, or online against other players. Up to eight players can compete simultaneously as two separate bands in the online Battle of the Bands mode. Players can also customize their own rock star in the Rock Star Creator or make and share their own tracks with the Music Studio and GHTunes.

20 TOYS & FAMILY ENTERTAINMENT JUNE 2009

Konami

Atari

DDR: Disney Grooves is an update to Konami’s popular DDR series that features the Disney characters Mickey, Minnie, Daisy, Donald, and Goofy. Players engage in the same style of rhythm and dancing gameplay as in other DDR titles, but dance along with the Disney characters and unlock 40 different Disney songs. The game is available for the Nintendo Wii.

Atari’s Ghostbusters: The Video Game is a new game based on the popular Ghostbusters film franchise. Players take on the role of Ghostbuster in an original story that takes place two years after the events of the movie Ghostbusters II. Ghostbusters: The Video Game will be released for the PlayStation 3, PlayStation 2, Xbox 360, Windows PC, Wii, and Nintendo DS systems this month, as a part of the 25th anniversary of the Ghostbusters franchise this year.

PopCap

THQ

THQ has adapted Disney/Pixar’s film, UP, into a video game for the PlayStation 3, PlayStation 2, Xbox 360, Wii, Nintendo DS, PSP, and PC and Mac computers. The game will follow the main characters Carl and Russell through their movie adventures, with new areas to explore and extra scenes incorporated into the gameplay. Players can switch between controlling Carl and Russell to solve certain puzzles.

PopCap’s newest game is Plants Vs. Zombies. Players must defend their home from wave after wave of zombies by creating a garden of defensive plants in front of their home. Different flowers and plants, such as the cherry bomb (which destroys a group of zombies) and the wall nut (which holds a zombie at bay), can be utilized to keep the zombies away. The game is currently available for the PC and Mac computer systems, with plans to expand it to other platforms.

JUNE 2009 TOYS & FAMILY ENTERTAINMENT 21

FUSION OF FUN he internet has become an integral part of the toy and entertainment world. Many traditional categories have taken their play patterns online to add depth to their product lines. But the internet provides far more opportunities than simply adapting an established play pattern to a new medium. It’s those opportunities that Cartoon Network’s New Media Group pursues, especially with one of its latest ventures, FusionFall. The Cartoon Network New Media Group is responsible for the development of CartoonNetwork.com, promoting shows online, and developing compelling online content, including games, for Cartoon Network viewers. It is also the group responsible for Cartoon Network’s massively multiplayer online game (MMOG), FusionFall. “It’s always been our plan to create games of all kinds, from the most casual to the most immersive,” says Chris Waldron, vice-president of gaming operations at Cartoon Network. “With this strategy in mind, FusionFall was a natural fit and has been in the works for quite some time.” FusionFall is a full-scale MMOG, developed by Korea-based company Grigon Entertainment, in conjunction with Cartoon Network and Cartoon Network New Media Group. The game takes place in a world that combines many of Cartoon Network’s most popular properties into a single unified world, with a new unified art style. Players help and fight alongside characters such as Ben 10, Samurai Jack, The Powerpuff Girls, and The Kids Next Door in an effort to stop the new enemy, Fuze, who seeks to destroy the world and is creating evil clones of these favorite

22 TOYS & FAMILY ENTERTAINMENT JUNE 2009

PAUL NARULA

characters. Kids defeat these clones FusionFall an attractive option. and gain access to powerful nanos, Just as the game sets itself which are miniaturized versions of apart from other MMOs currentCartoon Network characters that lend ly on the market, FusionFall also the players special powers. distances itself from other FusionFall is one of the first online children’s destinations, MMOs designed exclusively for such as Habbo or Club Penguin. children, specifically those in the FusionFall is a full-scale game 8–14 range. Because of that, it has with an additional social many differences compared to a aspect, rather than a social standard MMO, such as World of club or a collection of mini-games Warcraft or Everquest. The first and perbased on a single brand or property. haps most important is parental control. This provides a more immersive To that end, Cartoon Network has partexperience for players, giving nered with Crisp Thinking and has them a chance to interact with Characters such as integrated Crisp Thinking’s their favorite characters in a way Blossom from The NetModerator into FusionFall. Also, Powerpuff Girls were they never could before. In addiredesigned for FusionFall. because of its younger demographic, tion, this style of game often FusionFall has game play elements most proves more appealing to parents. That, comMMOs do not. While traditional elements of bined with the low price of FusionFall’s famithe genre remain, “we have also been influ- ly pricing plan, means that there is more of a enced by console games such as Ratchet and chance of parents playing online with their Clank in adding more action-oriented combat children than there is with other options. and platforming elements that a younger audiFusionFall has nearly five million accounts ence is interested in,” says Waldron. created. While this is not quite as impressive as Cartoon Network has also focused on mak- the current MMO leader’s 11.5 million (World ing FusionFall more accessible than the average of Warcraft), the game has been out less than a MMO. The game runs on an engine created by year and is more specifically targeted than most Copenhagen-based Unity Technologies, which other MMOs. FusionFall has the potential to allows it to run directly in a computer’s web draw in both kids and parents, becoming a browser. The price for FusionFall is also very computer game that can act as a family experilow in comparison to most MMOs in the mar- ence rather than a solo play pattern. “The time ketplace. Many MMOs require a monthly sub- is always right for a quality game that has been scription fee of anywhere between $14–$20. designed with its player in mind to hit the marFusionFall’s monthly pricing for a single ket,” says Waldron. With a strong player base account is $5.95, or $9.95 for four separate already and expansions to the core game in the accounts on the family plan. With many fami- works, Cartoon Network’s FusionFall is well lies cutting back on spending, this makes on its way to proving that its time is now.

The Construction Category Stands on Its Well-Built Reputation BY

t its core, the construction category has a long, wellestablished history. For thousands of years, the tactile play that is at the heart of the construction category has been one of the primary play patterns of developing children. Many of the manufacturers of today’s construction toys recognize the importance of early tactile development; as a result, these manufacturers start their lines with a range of offerings for preschoolers. Not only do today’s construction toys offer tactile development, but they also offer kids a creative outlet, establishing a play pattern that can last through adulthood. Many of the items that comprise the construction category are considered legacy product, meaning the products are sturdy enough to last many years—often spanning generations. It is the value proposition of such a long-lasting experience that has allowed many in the construction category to perform relatively well in the midst of a troubled economy. Doing better than relatively well, category leader LEGO posted record sales in 2008 in the U.S. despite the economic climate. Part of the manufacturer’s success revolves around the fact that it has spent the past five years fixing many major areas of its business after going through some rough times. This put the company ahead of the curve in dealing with the economy. And part of the company’s 2009 success revolves around the fact that the construction category in general offers a lot of bang for consumers’ bucks. The category does indeed present consumers with a lot of play value per dollar spent. The open-ended play the category offers allows each purchase to give children unlimited play options. In addition, adding a new set to a collection offers the whole collection new possibilities. “With construction toys once you buy one set, every additional set that you purchase makes each set you already have new again,” says Michael Araten, president and CEO of K’NEX Industries. “It’s a way of investing without having to buy a whole new system.” The idea that in the construction category a consumer buys into a system presents the opportunity for a wealth of incremental purchases. The key for manufacturers in this category is spurring that first purchase. One way that manufacturers entice consumers into their system is through offering positive experiences with preschooldirected product, in addition to other strategies.

CHRIS ADAMS

24 TOYS & FAMILY ENTERTAINMENT JUNE 2009

LEGO’s Builders of Tomorrow Set

“We offer open-ended buckets, tubs, and boxes of bricks to introduce new builders to the idea of building,” says Soren Tørp Laursen, president of LEGO Systems. “We spur trial with lower-priced items and we recruit collectors and enthusiasts with compelling licenses and display models.” The power of in-store marketing in this category cannot be ignored. These are both visual and tactile products whose strengths can more easily be shown than told on packaging. Infinitoy, manufacturer of the Zoob line of construction toys, focuses heavily on offering retailers demo units. “With our product being as tactile as it is— and being easier to touch than explain—offering demos is the No. 1 thing we can do,” says Jeff Pinsker, CEO of Infinitoy.

Pricing

While the construction category does offer a lot of play value per dollar, virtually everyone interviewed for this article noted that they are scaling down price points to deal with the economy. Sales

of construction toys over $50 are people will remember those lessons as the certainly not driving the category at this economy rebounds and people have an easipoint in time, even when consumers know that the er time with sales.” higher price points generally offer even more value per dollar spent. “We focused this year on price points and bringing Although the roots of the construction categovalue to the consumers,” says Harold Chizick, vicery go back thousands of years and even though president, media and corporate communications, at the category is inhabited by a range of MEGA Brands. “We want to give parents an opportunity to buy into a system today with one set and they can continproducts that embody traditional play ually add onto it over time.” patterns, that’s not to say the category is Even a staple purchase occasion of the construction lacking in innovation. Sometimes the innovacategory is experiencing price point shrinkage. For a tion in the construction category comes about in number of years, it seemed that the magic birthday gift the form of technology and someprice was creeping up to $20 or $25, but that number times it comes from other places. seems to be creeping back down. Of course, the fact “Innovation is critical to the that construction manufacturers are offering increased category,” says LEGO’s Laursen. numbers of low price point items is still playing into “The versatility of our core play patthe strength of the birthday gift purchase. tern allows for continuous developBeyond birthday gifts, like any segment of ment and innovation, and most of that innothe toy industry, the holiday season is a real vation comes not from our product designers driver for higher ticket items in the construcbut from children’s imaginations after they K’NEX Loopin’ Lightning Coaster tion category. It doesn’t seem that sales of purchase a product and continue to build.” products in the upper echelon of construction toys will fare as That’s not to say that product design and technology don’t have well this year. their part in the category. LEGO’s Mindstorms line, K’NEX’s roller “I don’t see products north of $100 doing that well this holiday coasters, and the Rokenbok offerings are a testament to technology’s season because once you get above that you are competing with place in the category. “The construction play category is versatile with a range of iPod Nanos, cell phones, and a lot of other things that capture kids’ imaginations,” says K’NEX’s Araten. “The Nintendo DSi, at $170, is technological offerings,” says Paul Eichen, president and founder an incredible value for what you can do with it, compared to a con- of Rokenbok Toy Company. “The role of technology is to make struction toy at $120.” construction toys fun, to hold the child’s attention, and allow them Of course, not all of the effects of the economic downturn are bad. to do more creatively.” It has forced manufacturers to focus on the nuts and bolts of their There is a role for technologically enhanced products and basic business. It is this focus on the rudiments over the past five years that products, for licensed products and for proprietary products within the completely turned around LEGO’s business. construction category. What it all comes down to in the end is how “The downturn in the economy is reminding us of really good well the products deliver the tactile play that has made construction lessons for business,” says Infinitoy’s Pinsker. “My hope is that toys popular generation after generation.

Innovation

JUNE 2009 TOYS & FAMILY ENTERTAINMENT 25

Construction BY

CHRIS ADAMS

The qualities that have made the construction category a popular staple of play for generation after generation are also responsible for the categoryʼs successes amid economic turmoil. The openended play encourages unlimited possibilities that rely on the imagination of the builder.

LEGO

With LEGO’s Fire Station (shown), which includes a fire vehicle, accessories, a dog, and three firefighter figures, young builders can create their own fire station and then battle any blazes that come their way. Also on the way from LEGO is the Builders of Tomorrow Set, which includes a collection of basic bricks in a variety of colors and sizes. This set is enhanced by a website that offers a range of regularly updated building instructions.

Learning Resources

The newest addition to Learning Resources’ Gears, Gears, Gears! line is the School Set. This set, which is compatible with all other Gears sets, lets kids follow the colorcoded building instructions or use their imaginations to create their own builds.

26 TOYS & FAMILY ENTERTAINMENT JUNE 2009

MEGA Brands

Among the biggest news from MEGA Brands is the company signing on as licensee for Microsoft’s Halo Wars. Halo Wars Scorpion (shown) is a buildable Scorpion battle tank, which is a mainstay of Halo Wars’ United Nations Space Command (UNSC). The set comes equipped with a UNSC Red Spartan and a Covenant Elite Guard. Also on the way from MEGA is a line of Yo Gabba Gabba!licensed preschool construction toys.

Playmobil

The newest products from Playmobil revolve around a wedding theme. The Church (shown) features bell and organ sound effects. It comes with three figures, a range of accessories, and a pink jewel case with rings for the child.

K’ NEX Industries

K’NEX’s Collect & Build Moto-Bots series is a four-item line of motorized builds. Shown is No. 1 of the four, Razor, which can walk and move its hands. It comes with 389 rods, connectors, bricks, specialty parts, and yellow eyes. Razor can be combined with another Moto-Bot, Chomp, to build a working battle bot. The newest coaster in K’NEX’s line is the Loopin’ Lightning Coaster, which is made from 615 colorful K’NEX pieces.

Rokenbok

The biggest news for Rokenbok won’t be announced for some time. The company is gearing up for a major expansion in the line for 2010. The products for 2010 and 2011 are expected to be announced at Toy Fair 2010. Key initiatives for 2009 include the Power Chutes Start Set.

Infinitoy

The 20-piece Zoob Jr. Zoomer, from Infinitoy, combines two of the company’s most successful segments: cars and the Zoob Jr. line of preschool construction toys. Also on the way is the Zoob Cube 90, which doubles as a building base and storage container for the construction system.

ZinkoTek

The ZinkoTek System combines creativity and construction play to create play structures. The basic parts of the building system are made from soft EVA foam. The set is designed so that a 3 year old can sort, connect, and stack, while an older child can build larger structures. The 276-piece set is weatherproof, according to the manufacturer, and can be built both indoors and out.

JUNE 2009 TOYS & FAMILY ENTERTAINMENT 27

LICENSING SHOW 2009

Minimizing Risk While Maximizing Opportunity BY

CHRIS ADAMS

s we enter into International Licensing Expo 2009 (better known as Licensing Show), the children’s licensing business, as is the case with the greater licensing industry, is facing a host of challenges. The economy and how to approach the recessionary climate from a marketing and sales perspective is, of course, front of mind with the licensing and toy industries. People’s wallets are tight and it is taking more bang per buck to excite consumers into buying. As consumers buy less, retailers are being forced to think twice about any product they stock on their shelves. Inventory management is critical in this economic climate. One strategy that marketers of children’s products are utilizing to appeal to consumers and retailers alike is to closely look at their pricing structures. After all, you can’t draw a child further into a property if they can’t afford the licensed offerings available. “Licensing is about getting a kid involved in a brand in a number of ways,” says Bryony Bouyer, senior vice-president of licensing, Americas, for Hasbro Properties Group. “We give them many options of entering a property for under $20, from books and stickers to T-shirts.” The low price point strategy is something that everyone interviewed named as vital to surviving the economic challenges being faced at retail. That being said, the holidays still do provide opportunities for selling high-

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er-ticket items and licensors and manufacturers also need to address that occasion. “Retailers are tending to be more price sensitive during this tough economic time,” says Neil Friedman, president of Mattel Brands. “We understand that parents want engaging, fun play experiences for their children, but they’re also watching what they spend. That said, we still have some higher priced items for the holidays that provide fantastic levels of innovation and deeper, more engaging play experiences.” It’s a given that the holiday season will arrive, but even marketers that are positioning themselves strategically for the season face challenges. “Everyone is cautious,” says Peter Snajczuk, vice-president of Fisher-Price Consumer Products. “With retailers, there is no doubt that people are very concerned about what the economy is going to bring this Christmas.” Certainly, one way that retailers are positioning themselves for Q4 is to limit their exposure to risk by focusing on the tried and true properties that have a track record of success. The children’s licensing industry is rife with classic, evergreen properties from the entertainment- and brand-licensing arenas. It is these properties that licensors and retailers are focusing on. “Those out there launching new properties will have a more difficult time than ever to fight to get space and exposure,” says Gary

Krakower, senior vice-president of licensing and live events at HIT Entertainment. The challenges for launching new properties at retail spring from the risk-averse mindset that is permeating retailers that have to create the right mix of offerings for cashstrapped consumers. Part of that springs from their focus on proven properties and part of it springs from an overall shrinkage of space dedicated to licensed products. “In terms of dedicated space, eight foot sections are being cut to four foot sections,” says Krakower. “I don’t think the glory days of prior years, where dedicated space was robust, are going to come back that quickly.” One way that licensors are finding more shelf space is by focusing on areas of expansion, like the gaming and electronic categories. Sure, this trend is not new, but those areas continue to expand. It used to be that you had to focus on kids 7 and up with platform games, but now 3, 4, and 5 year olds are getting into systems such as the Wii. While licensors, marketers, and retailers of children’s products face their fair share of challenges amid the recession, they can comfort themselves that the industry is more recession-resistant than many others. By maintaining a sharp focus on what consumers are buying and tailoring their offerings to the consumer’s needs, relative success can still be achieved. On the following pages is an array of the latest licensed products and properties set to hit retail soon.

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LICENSING SHOW 2009 C RAYOLA Crayola has expanded its licensing portfolio with a number of new deals across multiple categories. Core Learning has launched the Crayola Art Studio, which is a drawing and painting digital art program for children. It features a wide range of drawing and painting tools that simulate real Crayola art tools. Crave Entertainment has launched the Crayola Colorful Journey game for the Nintendo Wii that allows children to create tools and props to aid the main characters, Fillup and Violet, through levels of obstacles and color-related challenges. Makit Products has introduced Crayola Create-a-Plate kits that let children preserve their artwork on melamine plates, cups, and trays. Poof-Slinky will be including Crayola crayons and Silly Putty in a nostalgic Hall of Fame pack.

N ICKELODEON

Nickelodeon & Viacom Consumer Products (NVCP) will be expanding the SpongeBob SquarePants brand in time for its 10th anniversary, which is this year. New products will be added to the SpongeBob line in jewelry, watches, luxury organic tees, furniture, CDs, and DVDs. NVCP will also expand the Dora the Explorer brand on two fronts, with new products and DVDs for Dora Saves the Crystal Kingdom and a new brand extension called Dora’s Explorer Girls, which will feature a slightly aged-up Dora fashion doll and accessories for girls 5–9. Ni Hao, Kai-Lan toys will arrive at retail this year. Apparel and furniture based on Nickelodeon’s newest live-action series, True Jackson, VP, will also debut. iCarly will extend its branding efforts to apparel, footwear, and bedding. New partners will be announced for the upcoming Avatar: The Last Airbender feature film. NVCP will continue to enhance programs for Go Diego, Go!, The Backyardigans, The Wonder Pets!, Blue’s Clues, and Neopets.

B IG T ENT Big Tent Entertainment will continue to expand its Domo brand with new expansions in multiple categories. Virtual Greats will bring the brand into the virtual world by creating, marketing, and selling Domo-themed virtual goods. New apparel products from Changes and Concept One, as well as plush toys from Play Along are on the way. Dark Horse is releasing a full line of new Qee’s. Big Tent will also be holding a major promotion event for Domo in the fall with a major retailer. Big Tent will also be introducing two new properties. Swim, Swim Fizz is based on the book Hooray For Fish by author-illustrator Lucy Cousins, the creator behind the Maisy Mouse book series. Big Tent will develop a licensing program geared toward families. Core categories will include bath and beach accessories, toys, games, home video, and swimwear. Purple Ronnie, created by Giles Andreae, is a successful brand in the UK. Big Tent will debut a U.S. licensing program for the brand at Licensing Show, focused on social expression, casual games, publishing, apparel, gift, and novelties. Domo figure from Jakks Play Along

30 TOYS & FAMILY ENTERTAINMENT JUNE 2009

LICENSING SHOW 2009 M ATTEL Mattel will be expanding its Hot Wheels and Barbie brands into a wide variety of categories, including beauty, games, party décor, outdoor play, and more. Mattel will expand the Barbie brand with new deals. In the beauty category, T3 Micro will produce a limited-edition featherweight blow dryer, available in September. Markwins has also signed on for a full beauty collection that will include items such as lip gloss, lip balm, nail polish, eye shadow, and more. For gifts, Becker Mayer will produce the official 50th anniversary book, titled All Doll’d Up: Celebrating 50 Years of Barbie. The book will include nine interactive components, including a Barbie fan club membership card, as well as 350 dolls and fashions. ToyQuest has signed on to produce outdoor toys, including chalk, hoops, jacks, and bubbles. ToyQuest will also be producing pools, sand boxes, and gardening accessories. The Hot Wheels brand will see more expansion, especially around the new original animated series Hot Wheels Battle Force 5, which will air on Cartoon Network. Creative Design International (CDI) will be producing a full line of toys for the brand, which will hit retail in spring 2010.

U NITED M EDIA

United Media will continue to work with HarperCollins Children’s Books to expand the publishing company’s Fancy Nancy brand, based on the books by Jane O’Connor and Robin Preiss Glasser. Jakks Pacific released a line of dolls for the brand exclusively at Target stores. The Target/Jakks partnership has been extended for the rest of the year. The brand has also rounded out its apparel program with new licensees. Junk Food will be producing T-shirts. ACI International will handle footwear. Marmellata will handle sleepwear and dresses. Bentex will create fashion sportswear, dresses, and swimwear. 32 TOYS & FAMILY ENTERTAINMENT JUNE 2009

H ASBRO

Hasbro will be extending its brands for 2009 and 2010. The Transformers brand will be expanded to coincide with the June 24 release of Transformers: Revenge of the Fallen. Hasbro will also develop a program surrounding the G.I. JOE brand around G.I. JOE: The Rise of Cobra, scheduled for release in August. My Little Pony and Littlest Pet Shop will also see new product extensions. Hasbro will continue to build up brands such as Nerf, Playskool, and Tonka, as well as its game brands such as Monopoly and Scrabble.

BBC W ORLDWIDE

BBC Worldwide appointed Fisher-Price as the master toy licensee for the new animated preschool series 3rd & Bird. BBC Worldwide holds the global distribution rights including program distribution, DVD, and merchandising. Through the deal, FisherPrice has global rights (excluding Asia) to develop preschool, infant, and toddler toys, including electronic and non-electronic plastic figurines, toys, vehicles, playsets, and feature and standard plush. FisherPrice’s product line will debut in spring/summer 2010 in the UK with rollout in other markets expected to follow.

LICENSING SHOW 2009 D ISNEY C ONSUMER P RODUCTS Disney Consumer Products (DCP) will be expanding programs for a number of Disney brands, including evergreens such as Mickey Mouse, Disney Princess, Toy Story, Winnie the Pooh, and Disney Fairies. The company will also be leveraging the Disney Channel’s content for opportunities in tween and preschool segments. DCP will additionally be establishing licensing programs around upcoming films, such as Prince of Persia, Toy Story 3, Cars 2, Alice in Wonderland, Rapunzel, and Tron. This December, Disney will release The Princess and The Frog, which will feature the newest Disney Princess, Princess Tiana. Leading up to the launch of the new movie, Disney will re-release Snow White and the Seven Dwarfs on Blu-ray hi-def and DVD in October. 2010 will mark Disney’s release of Rapunzel in theaters, adding a new princess to the Disney Princess roster with a timed re-release of Beauty and the Beast to support the new film. Disney will be releasing the second film in its Disney Video Premiere Tinker Bell series. The film, Tinker Bell and the Lost Treasure, will be released in October. The series will feature a total of six titles. DCP will expand product categories and add characters in 2009 and 2010. Disney will be expanding its tween-oriented brands with new programming on the Disney Channel. The Wizards of Waverly Place, a new Disney Channel original movie, will complement the ongoing TV series of the same name. JONAS, starring the Jonas Brothers, a new season of Hannah Montana, and a new series, Sonny With A Chance, will add new properties and licensing opportunities for the tween market.

LEGO LEGO will add a number of new licensees to its roster for categories including video games, publishing, apparel, and electronics. TT Games will be producing LEGO Battles this month and LEGO Rock Band during the holiday timeframe. Digital Blue is introducing a line of LEGO children’s electronics, including a digital camera, MP3 player, boom box, and more. Ameet has created a new Bionicle Encyclopedia. DKD Publishing has introduced a number of new LEGO books, including two new Brick Master book and brick titles featuring LEGO pirates and LEGO castle. The 2009 update to the Ultimate LEGO Book is titled The LEGO and comes with Standing Small: 30th Anniversary of the Minifigure as well as the LEGO Star Wars visual dictionary. Baby Dan will launch baby and children’s furniture across Europe. Zen Design Group will create a line of LEGO flashlights for distribution in the U.S. and Europe.

20 TH C ENTURY F OX

Twentieth Century Fox Licensing & Merchandising (Fox Licensing) represents a slate of entertainment properties this year, including the Ice Age franchise, which hits theaters worldwide on July 1, 2009, with its third feature film (this time in 3-D) Ice Age: Dawn of the Dinosaurs. The licensing program has more than 200 global licensees, including Activision, HarperCollins, Hallmark, Ferrero, and Unilever. James Cameron’s action-adventure Avatar will be supported by a toy line from master toy partner Mattel, while Ubisoft will release video games in synch with the film’s December opening. In celebration of the 20th anniversary of The Simpsons, Fox Licensing will highlight 2009 with a year-long celebration featuring new product introductions and promotional partnerships anchored by a partnership with the United States Postal Service for The Simpsons postage stamps.

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H IT E NTERTAINMENT

HIT Entertainment will be focusing on both its core brands and on new and acquired brands in 2009. Angelina Ballerina The Next Steps takes the Angelina Ballerina brand into a CG-animated series that sees the 8-year-old Angelina Ballerina at a performing arts school. The show will premiere on PBS Kids in the U.S. and Nick Jr. in the UK in September. In the U.S., HIT will support the launch with a specialty toy program in the fall and a spring 2010 publishing program from Penguin. Thomas and Friends will reveal its first CG-animated movie, Hero of the Rails, in 2010, the brand’s 65th anniversary. The movie will be released in 2010 for the U.S. and UK and will feature the debut of individualized voices for each of the characters. Fifi and the Flowertots and Roary the Racing Car will have new toy, apparel, and publishing partners this year and next. HIT will also represent the Wallace & Gromit, Shaun the Sheep, and Timmy Time animated entertainment properties (all from Aardman Animation) for licensing in all categories.

S PEED R ACER E NTERPRISES

Speed Racer Enterprises will expand its online presence this year. The first season of Speed Racer: The Next Generation and the entire classic series will be available for online viewing at websites such as YouTube, Hulu, iTunes, Crunchyroll, and Joost. Each service has full-length episodes. The company has also renovated its website to include a secure online world where viewers can play games, do online activities, or download and print coloring pages. Speed Racer Enterprises has also signed a deal with Nokia. The phone company has begun releasing new cell phones that feature both Speed Racer: The Next Generation and the classic animated Speed Racer series programmed into each individual phone.

M ARVEL E NTERTAINMENT

Marvel Entertainment has lined up its superhero properties for three summer blockbuster releases in a row, starting with Iron Man 2 in 2010, Thor and Captain America in 2011, and culminating with The Avengers in 2012, to create a continuous story arc up to The Avengers film. The Avengers Assemble initiative is the tent pole franchise that will drive licensed product sales into 2010 and beyond. Avengers Assemble will be an umbrella theme that will allow licensees and retailers to develop integrated, long-term consumer products programs. Major partners, including Hasbro, are already on board. Marvel is also building a licensing and merchandising platform to support its new animation slate. The Super Hero Squad Show is a new animated show aimed toward 6-8 year olds that caricatures famous superheroes as well as villains and places them in humorous adventures. Hasbro is the master toy licensee. Disguise/Cesar will create dress-up items, MEGA Brands will handle construction, and THQ will make video games. Marvel will also be seeking additional licensees for other animated properties, such as Wolverine and the X-Men and Iron Man: Armored Adventures. The Avengers: Earth’s Mightiest Heroes is an upcoming animated series and property featuring characters such as Iron Man, Hulk, Captain America, and more. Marvel is working on a licensing program to support the brand. The series will air in 2012. Marvel Entertainment will be working with Gazillion Entertainment to bring Marvel’s properties to the massively multiplayer online (MMO) market. The first game in development is based on Marvel’s Super Hero Squad property, designed for younger audiences. Gazillion will also be developing and publishing Marvel Universe, an MMO for the older audiences. JUNE 2009 TOYS & FAMILY ENTERTAINMENT 35

LICENSING SHOW 2009 A MERICAN G REETINGS American Greetings Properties (AGP) will develop its licensing roster further this year with brands such as Strawberry Shortcake, Care Bears, Madballs, Holly Hobbie, among others. AGP is giving Strawberry Shortcake a new look inspired by the brand’s 1980s style. The new line of fruit-scented toys by Hasbro will hit the shelves this August at all major retailers. New entertainment includes a CGI DVD movie, Sky’s the Limit, which will premiere in September. Penguin will publish two new stories: Welcome to Berry Bitty City and I Love You, Strawberry Shortcake. Cookie Jar continues to be the global licensing agent and has signed Children’s Apparel Network as the master apparel licensee. Madballs will continue expanding in 2009. Basic Fun will be releasing Series III for both the Classic and Sick Series lines. Mighty Fine apparel is available in Hot Topic stores and social expressions from American Greetings will continue to roll out. Playbrains, an independent game studio, will release Madballs in Babo: Invasion, on Xbox Live Arcade and PC. AGP will also be seeking additional partners for the Holly Hobbie brand. Current partners include The Madame Alexander Doll Company, Plaid Enterprises, Cranston, and Imperial Toys.

F ISHER -P RICE C ONSUMER P RODUCTS

Fisher-Price Consumer Products (FPCP) has partnered with a wide variety of licensees to create a number of new brand extensions. Partnering with Buster Brown & Co., FPCP launched an infant and toddler footwear line at Kmart. FPCP also partnered with Mayfair to introduce new children’s playwear at Kmart, featuring graphics of Fisher-Price toys like the Chatter Telephone and Buzzy Bee pullalong. Additional products for both lines will be available in fall. FPCP has partnered with Jewel and Somerset Entertainment to debut the 15-track album Lullaby for babies and infants. FPCP will continue to expand its music program with Somerset Entertainment, as well as its publishing programs with HarperCollins and Modern Publishing.

WARNER B ROS . C ONSUMER P RODUCTS

Warner Bros. Consumer Products’ (WBCP) current slate of properties is anchored by the Harry Potter franchise, led by the next film in the series, Harry Potter and the Half-Blood Prince, which premieres this summer. Other properties include DC Comics’ Batman and the Cartoon Network series Batman: The Brave and The Bold, as well as Superman, Wonder Woman, and others. Additionally, the Looney Tunes, Scooby-Doo, Hanna-Barbera, and the 70th anniversary of The Wizard of Oz get top billing.

36 TOYS & FAMILY ENTERTAINMENT JUNE 2009

P OKÉMON

Pokémon’s newest video game release, Pokémon Platinum Version for the Nintendo DS, has sold more than 186 million units worldwide since its release this year. The company has also unveiled and released four new Pokémon TCG expansions and a twelfth season of the animated show on Cartoon Network. The DVD release of Pokémon: Giratina and the Sky Warrior took place in March and Pokémon has signed major deals with Burger King and Toys “R” Us to bring more Pokémon product direct to the consumers. TCG and video game tournaments will take place throughout spring and summer, leading up to the Pokémon World Championships in August.

C LASSIC M EDIA

Classic Media will unveil licensing programs for a number of new entertainment brands. Tinga Tinga Tales is an animated television show based on African folk tales. The show will premiere in 2010. Penguin Group is signed on as the master publishing partner, with other key licensees to be revealed soon. Guess with Jess, a new animated preschool series co-produced by Nelvana, will also unveil a licensing program anchored by master toy partner Fisher-Price. The Where’s Waldo? brand will see a great deal of growth during its 21st birthday. Classic Media announced digital products for the brand, including video games from Ludia for the Wii, DS, PC/Mac, iPhone, and iPod, and mobile phone games from Capcom Mobile. Local Celebrity, Giant Merchandising, and Briefly Stated will handle apparel, with accessories from Bioworld and games from Patch Products and USAOPOLY. The seventh Where’s Waldo? book, The Incredible Paperchase, will release in October. Classic Media is also expanding its programs for Little Golden Books and Pat the Bunny, with Yottoy partnering with Little Golden Books and Kids Preferred with Pat the Bunny.

M OST M ANAGEMENT

Most Management and Striker Entertainment have announced several new licensees for the Twilight series of feature films. Hallmark will produce greeting cards, ornaments, and party goods. Cardinal is producing board games. Necco will produce Sweethearts conversation candy and confections. New Moon, the sequel to Twilight, is scheduled for release in November. Eclipse, the third film, is scheduled for June of 2010.

S PIN M ASTER L ICENSING W ORKS Licensing Works’ client roster includes MEG Toys’ line of In My Pocket figures. Puppy In My Pocket, Jungle In My Pocket, and Baby In My Pocket are pocket-sized figures for girls to collect. Stink Blasters is a line of collectible figures, each with a “d’stinktive” name relating to its special blasting powers. Swicherz are 3-D switchable stickers. With its patented technology, you can stick your favorite characters and flags on any flat surface, including motorcycles, snowboards, and surfboards, and switch out the top with a just a quarter turn.

Spin Master has signed a number of major new deals with licensors for this year. The company has signed a deal with 4Kids Entertainment to act as the master toy licensee for the Chaotic brand. The agreement grants Spin Master exclusive license to design, develop, manufacture, market, and distribute toys (excluding plush) in North America, the United Kingdom, France, and Mexico. Product will hit the shelves late this year and early 2010. Spin Master has also signed on as a licensee for Chorion to develop a line of preschool toys based on the Olivia brand. Spin Master will be the worldwide master toy licensee for the Olivia brand and product will launch in fall of 2010. JUNE 2009 TOYS & FAMILY ENTERTAINMENT 37

LICENSING SHOW 2009 N ELVANA E NTERPRISES Nelvana Enterprises will showcase The New Adventures of Babar, a 3-D animated update of the classic story that will introduce King Babar’s 8-year-old grandson, along with a cast of new animal characters. Broadcast is set for TF1 in France and YTV in Canada, with more sales to be announced soon. Cintex Bakugan soccer ball Nelvana secured a number of licensing deals in Canada for Bakugan, including Franco Manufacturing for bedding, beach, and bath; Nemcor for blankets and throws; Cintex for skateboards, scooters, snowboards, hockey, and soccer accessories; Dorel for bikes and helmets; Disguise for costumes launching this fall; and Leese for confectionary launching this holiday.

C HORION

The Mr. Men and Little Miss global franchise continues to grow with more product ranges for fashion-conscious young adults. Now with a second season in production, The Mr. Men Show children’s consumer product program launched in October 2008 in the UK. More licensees are on board with categories including clothing, housewares, games, and food. In the U.S., master toy licensee Fisher-Price will launch its range of collectible plush, playsets, and feature plush, and global DVD partner Sony Pictures Home Entertainment will also make its U.S. debut this fall. In Europe, Egmont, Unilever, H&M, Adidas, Women’s Secret, Cortefiel, Marks and Spencer, Hachette, and Sahinler are all signed as licensees across a range of categories for the Mr. Men and Little Miss brand. The Mr. Men Show

38 TOYS & FAMILY ENTERTAINMENT JUNE 2009

S CHOLASTIC M EDIA

Scholastic Media (SM) announced that it will serve as licensing agent for the popular online brand, Toots (www.tootsville.com). Toots is based on the elaborate virtual world of Tootsville—an immersive online universe that features more than 150 colorful elephants called Toots that each have their own unique style and personality. The site provides kids ages 6–12 with more than 30 environments, 50 unique games, a safe and secure social networking space, educational content, and unlimited gender-neutral opportunities to create customizable avatars, homes, clothing, furniture, and Tootsville’s very own Pivit Pals. SM will drive the program with plush, key novelty, and accessories while also looking for partners in apparel, stationery, domestics, toys, publishing, gift, novelty, video games, and games and puzzles. Scholastic will continue with its multi-year, fully integrated cause marketing campaign, Be Big!, for Clifford the Big Red Dog. The civic engagement campaign invites everyone, big and small, to raise awareness for how Clifford’s Big Ideas can make the world a better place.

H IGHLIGHTS

FOR

C HILDREN

Highlights for Children, Inc., hired Robin Sayetta as vice-president of licensing. Sayetta will manage the Highlights licensing program, guiding the development of Highlights-branded toys, video games, apparel, board games, and puzzles, and connecting with partners who bring significant capabilities to the program and build on the substantial relationship the magazine has with children and families. Highlights offers rich content for the development of merchandise from its Hidden Pictures and Fun with a Purpose puzzles to crafts and Goofus and Gallant.

J AKKS PACIFIC Jakks’ Disney On Stage Interactive Theatre Playset includes a life-like theater, performance console, and an introductory cartridge. The easy-to-assemble theater offers three different sides of play. Stage Right is the ticket booth to sell tickets and adverDisney On Stage Interactive Theatre Playset tise what performance is playing. Stage Left is the dressing room. The front of the theater is where the performance is held and the marquee displays the specific production being performed. The Performance Console plays an introductory cartridge that sets the scene for the upcoming performance and can be used with other performance cartridges that are sold separately in each Disney Performance Set. The functions of the console are play/pause, stop, forward, and back. It is for ages 3 and up. The Disney Princess Musical Vanity converts into a keyboard by lifting up the cover of the keys. It plays four musical instruments (piano, guitar, violin, and kalimba) and four rhythms (pop, waltz, 16 beat, and rock), along with high hat, big drum, and cymbal sounds. Featured Disney Princess Songs include “Beauty and the Beast,” “Under the Sea,” and “A Whole New World.” Beauty accessories serve as musical instruments, including a lipstick/whistle, nail polish/bell, mirror/tambourine, brush/play microphone, eye shadow compact/harmonica, and perfume bottle/maraca. Girls can record and play back the music they compose as hearts above the mirror twinkle in sync to the music. It is for ages 3 and up. The Discovery Kids Smart Animals line is an interactive way for kids to learn about animals through sound effects, fun facts, and quiz questions. Each figure features a Discovery Kids logo that can be scanned by the Smart Animals Scanopedia electronic talking encyclopedia to unlock information and sound effects for that animal. The handheld Scanopedia, with a new look for 2009, holds more than 2,500 sound effects, facts, and quizzes for more than 200 animals and includes a bonus poster full of scannable images, interactive maps, and games. It is for ages 3 and up.

J AZWARES Planet 51 R/C Rover

Jazwares has been granted the master toy license for the animated film Planet 51. The product line will coincide with the movie’s release in November and will include action figures, vehicles, plush toys, and R/C toys.

JUNE 2009 TOYS & FAMILY ENTERTAINMENT 39

LICENSING SHOW 2009 U NIVERSAL S TUDIOS

10V OX E NTERTAINMENT

Universal Studios Consumer Products Group will unveil several new film properties this year. Scott Pilgrim vs. The World, based on a series of graphic novels by Bryan Lee O’Malley and starring Michael Cera (Arrested Development, Juno), will debut in 2010. The licensing program will be based on the stylized, illustrative creative seen in the graphic novels. Categories open for licensing include apparel and accessories, electronics accessories, collectible figures, novelty, and stationery/social expressions. Curious George will appear in a full-length movie on DVD this year, as well as a holiday special and a national live entertainment initiative. A new line of games from I Can Do That! Games launched exclusively at Target earlier this year, and wireless partner GOSUB 60 will offer several iPhone applications for the brand by year’s end. Universal is also introducing Curious Baby, an infant line of high-quality products. Initial categories available for licensing in the Curious Baby collection include layette, early developmental toys, gifts, nursery décor, and bath, feeding, and daily care essentials. The program’s color palette allows for boy-themed, girl-themed, and gender-neutral designs.

10Vox Entertainment LLC created Tracksters, a line of licensed die-cast cars, based on popular realworld Dodge, Ford, and GM vehicles, that interact with a series of collectible trading cards and a 3-D online racing game. Each Tracksters die-cast car comes with a unique code to unlock a virtual version of that vehicle in the Tracksters MMOG (massively multiplayer online game), which is downloaded for free at Tracksters.com. The Tracksters MMOG allows players to trick out their cars in their custom-styled garage; race on 10 different tracks against other players from around the world or play against the computer; and win TrackBucks to buy upgrades for their virtual car and garage. TrackPacks cards, sold separately, allow players to unlock exclusive performance parts for their virtual vehicles through a scratch-and-redeem code system. There are 125 cards total in the TrackPacks Series One set, including 80 common cards and 45 chase cards.

C OOKIE J AR

Cookie Jar Entertainment, the global licensor for Strawberry Shortcake, signed new licensees to reflect the brand’s new look, world, and storyline. Children’s Apparel Network, the master apparel licensee, will produce T-shirts, fashion apparel, daywear, and active wear. Additional new licensees include Saramax, MTC, Berkshire Fashions, Added Extras, Penguin, Dalmatian Press, and Inzone. A new CGI DVD movie release, The Strawberry Shortcake Movie: The Sky’s the Limit, from Fox Home Entertainment will debut this fall.

40 TOYS & FAMILY ENTERTAINMENT JUNE 2009

T HE J OESTER L ORIA G ROUP The Joester Loria Group (JLG) signed a number of new licensees in key product categories for the Animal Planet property. New Animal Planet-branded merchandise partners include Fotozines (customized photographic prints), Bendon Publishing International (children’s publishing color and activity books), Trau & Loevner (T-shirts, tops, Animal Planet activity book hoodies), Envirosax (re-usable shopping from Bendon Publishing totes), Screenlife (DVD games, board games, puzzles), TexStyle (bedding and room décor), Marion Health Greeting Cards (social expressions), Hilco Corporation (novelty candy), and Zak Designs (children’s dinnerware). The new products will begin hitting the market later this year.

J IM H ENSON C OMPANY

The Jim Henson Company announced that the Fraggle Rock property will be available for licensing directly through the company’s own newly formed licensing division. Now that the five year agency agreement with HIT Entertainment has expired, The Jim Henson Company will manage all licensing and merchandising endeavors for the Fraggle Rock brand in-house. Other properties available for licensing include classics such as Labyrinth, Dark Crystal, Farscape, and Emmet Otter’s Jug-Band Christmas. Farscape has garnered a large fan base due to DVD releases worldwide, as well as episodes being sold on iTunes. Figurines, plush, and a comic book series have all been available. The Jim Henson Company launched a T-shirt campaign for Farscape’s 10th anniversary. Labyrinth was a film directed by Jim Henson, produced by The Jim Henson Company, and featuring creatures from Jim Henson’s Creature Shop, along with artist and conceptual designer Brian Froud and executive producer, George Lucas. Labyrinth-licensed products currently include figurines, sculptures, and plush, as well as a line of manga-style graphic novels from TokyoPop called Return to Labyrinth. Dark Crystal was the first all-puppet full-length feature, created using animatronics and soft puppets entirely from Jim Henson’s Creature Shop. TokyoPop will be releasing a new manga prequel, Legends of the Dark Crystal. Emmet Otter’s Jug-Band Christmas is based on a book by Russell and Lillian Hoban and marked the first time puppets were radio-controlled. HIT Entertainment has recently released the holiday special on DVD and the live stage version had its world premiere last December at the Connecticut Goodspeed Theater.

JUNE 2009 TOYS & FAMILY ENTERTAINMENT 41

CLASSROOM TO PLAYROOM BY

lmost every parent is a fan of educational toys. An educational product can give children a head start or a helping hand in subjects they might encounter in school. But gauging the value of an educational product is a challenge. How can a parent be sure that a product will actually help a child learn, or isn’t just labeled as an educational product rather than having been developed especially for the purpose of learning. Learning Resources helps take a little bit of the guesswork out of that onerous task. “All of our product is initially designed for the classroom,” says Etienne Veber, president and COO of Learning Resources. The company then takes the products that do well in the classroom and brings them into the retail market for parents to take home to their kids. Learning Resources was founded in 1984 by Jane Woldenberg, a former-stay-at-home mom, who remains with the company as founder. Woldenberg saw, through talking to friends in the educational industry, an opportunity to produce hands-on products for the classroom to encourage exciting play within a learning environment. From there, Learning Resources has continued to develop its product lines, focusing on the 3–10 age group and developing its design philosophy. Though Learning Resources products are designed for the classroom, the company takes great pains to ensure that it doesn’t limit the potential of the product in other settings. “Our products are open-ended,” says Veber. “We do not create

42 TOYS & FAMILY ENTERTAINMENT JUNE 2009

PAUL NARULA

very strict rules or games. Our products are there to encourage creativity and imagination.” Learning Resources strives to make sure that each of its products is wholly unique within its full product line and can be played with for hours on end without becoming overly repetitious. The company also tries to make sure that children can fully understand and grasp its products, knowing why the mechanics behind a toy or a game’s rules work as they do. Because of the emphasis on design and quality that Learning Resources places on its products, the company does all of its design work inhouse with its own team. These designers have worked not only to make the design of each product appealing, but also to make sure that the design aspects of the Learning Resources brand are recognizable in each product. “There is often so Funny Phone much content in our product that it’s hard to say it on the shelf,” says Veber. “It’s about having the right design and creativity.” Learning Resources has also remained a privately owned company, which Veber believes gives it two important characteristics. The first, according to Veber, is the ability to focus on long-term goals rather than short-term profits. The second is that the company can place a higher emphasis on the quality of its products and take a longer time in the development cycle

to ensure that Learning Resources products make it to the classroom with all the qualities the company envisions. “You can count on us for certain things,” says Veber. “We’re one of the top companies around the world in classrooms because of that. We have that relationship with teachers.” Learning Resources’ products are usually sold to the education market before they make it to the standard toy shelves. Because Learning Resources products are the same products that have been used in classrooms, the company believes that its relationship with the teaching profession enhances its relationship with the everyday consumer. “Parents know our products are tested in classrooms and we tend to sell parents our best products and proven successes,” says Veber. Though times have changed, Learning Resources continues to emphasize the values that it has since 1984, believing that making fun and highquality educational product is the most important aspect of the company. Some of its most recent products include the Funny Phone, a game that teaches language skills for ages 3–5, as well as a new math game called Got It and a math trivia game called Jitterz. As time moves on, Veber sees Learning Resources staying the course. “We’ll still be making products to help kids learn faster or understand what’s going on in the classroom,” Veber says. “And working with others that believe in the same things.”

ASTRA_Newsletter_FINAL:Layout 1

I ts

about

11/6/08

4:15 PM

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Winning

Find out why retailers like you swear by ASTRA’s Marketplace & Academy.

“Whether the convention is in my own back yard or across the country, it’s worth everything it takes to get there.” Mary Sisson Kazoodles

“My first time at ASTRA has set the tone for the success of my business—this was essential knowledge I could not have gotten anywhere else.” Melissa Vanpopering Wishes Toy Wonderland “Between the top notch seminars and the deals offered at Marketplace, I make it a priority to attend the ASTRA convention every year.” Katherine Hodges Tookie’s Toys

in the 4th Quarter

ASTRA’s 2009 Marketplace & Academy The year’s biggest gathering of the specialty toy industry June 14-17, 2009 St. Paul/Minneapolis, MN IN COOPERATION WITH

Visit www.astratoy.org or call 1-800-591-0490

The American Specialty Toy Retailing Association (ASTRA) Marketplace & Academy takes place June 14–17 at the Saint Paul RiverCentre in St. Paul, Minn. Listed on the following pages are a few of the products that will be exhibited at the convention.

Yomega

Yomega’s Gamma Brain Wing Yo-Yo combines Smart Switch auto-return technology with a ball-bearing design that allows players to switch between manual and automatic returns. The Yomega Gamma Brain Wing comes packaged with The Yomega Mania DVD that features Team Yomega’s world-class trick experts. Gamma Brain Wing is for ages 8 and up.

Thames & Kosmos

Thames & Kosmos’ Global Warming kit introduces kids to Earth’s climate and the issue of global warming with 23 hands-on experiments. A full-color, 48page manual guides the experiments. The kit is for ages 10 and up.

44 TOYS & FAMILY ENTERTAINMENT JUNE 2009

Action Products

The Crazy for Cupcakes Cupcake Carrier is a six-compartment carrier with a snap-on lid. It comes with three exclusive Crazy for Cupcakes mix-and-match play food treats—mint chocolate dream, juicy cherry splash, and blue banana blast.

Ohio Art

Ohio Art’s Etch A Sketch Freestyle is an updated version of the classic drawing toy. The Freestyle features a controller that swivels 360 degrees, providing the ability to draw lines, loops, curves, and curly-Qs. The portable Freestyle includes one screen overlay and additional overlays are available for download online.

Elenco

The Rock Tumbler comes with gemstone rocks and polishing powder so that kids can polish their own rocks. Kids can create custom jewelry using the kit’s items, which include a necklace chain, key chains, and earring wires. An AC adapter is included.

Be Amazing Toys

The Gravity Goo Lab-in-a-Bag lets kids mix up a batch of gravity-defying goo that self-siphons from one cup to another and flows uphill. Make the goo in a variety of colors and grow colorful Garbled Marbles. There are 15 activities in this set, which is for ages 8 and up.

Alex

Alex’s Little Jumpers Trampoline is a colorful, padded trampoline that comes with a cushioned handle. Spring-loaded legs make assembly quick and easy. Open the legs, attach the bungee cords, put the colorful padding in place, and take the leap. The trampoline holds up to 70 pounds. It is for ages 3 and up.

Tier Toys

Tier Toys introduces the toy line Stackers. The first product in the line of stack-and-play products is the Noah’s Ark Stacker. Noah’s Ark features 12 different stackable layers of toy pieces. Each level uncovers two or more animals. A total of 44 detailed figures in primary colors of red, blue, yellow, and green includes Noah and his wife. The Ark Stacker is for ages 3 and up.

SmartLab

SmartLab’s ArtLab Clay Play Series lets young sculptors create realistic versions of one animal with each single-themed sculpting kit. Choose from an elephant, lion (shown), lizard, or horse. Each kit includes a plastic posable animal armature, one large clay block, several smaller clay blocks, two double-ended tools, body part templates, and one double-sided diorama. They are for ages 6 and up.

University Games

University Games’ 39 Clues Board Game, based on the series of books from Scholastic, pits teams of players against each other in a race throughout the world. To win, a team must visit four mysterious locations and gather enough clues to unlock the secret chamber.

Winning Moves Games

With the Rubik’s You Can Do It! DVD, anyone can learn how to solve a Rubik’s Cube. The easy-to-follow DVD carefully shows how to twist and turn the cube and methodically solve it. The DVD comes with a Rubik’s Cube. It is for ages 8 and up.

Blue Orange Games

In Chickyboom, collect as many chickens, hay bales, and wagon wheels before the rocking perch topples. If a player causes the perch to topple, five points will be deducted from his total. The player with the highest score wins the game. The game comes with six wooden chickens, seven wooden hay bales, seven wooden wagon wheels, and a wooden rocking perch. Chickyboom is for two to four players ages 4 and up.

JUNE 2009 TOYS & FAMILY ENTERTAINMENT 45

MindWare

Qwirkle Cubes plays like MindWare’s Qwirkle but with an added element of chance. Simply create rows and columns of matching colors or shapes to score. Players are now able to roll and re-roll the dice to get the shapes they want. Qwirkle Cubes includes 90 wood cubes. It is for two to four players ages 6 and up.

Neat-Oh!

Neat-Oh!’s ZipBin DinoPack Playpack is a backpack shaped like a ferocious dinosaur’s head. It carries a boys’ dinosaurs, animals, action figures, and more. The pack opens to reveal a prehistoric landscape with a jungle, tar pit, volcano, and a lava-filled gorge. The playpack also includes a Tyrannosaurus Rex figure. The Playscape becomes a backpack in a zip, capturing the toys inside for easy clean up.

Patch Products

The Überpult is part of Patch Products’ Überstix Science Project Series, which encourages kids to experiment with science. The 181-piece kit allows kids to build a working catapult. It is for ages 8 and up.

46 TOYS & FAMILY ENTERTAINMENT JUNE 2009

Gamewright

To start a game of Boochie, toss out the soft foam Boochie target and try to land a ball and hoop as close to the target as possible. Keep score on a special wrist tracker that gives different throwing challenges each round. The game comes with four toss rings, four bean bags, four wrist trackers, a 12-sided Boochie ball, a vinyl travel bag, and rules of play. It is for two to four players ages 8 and up.

Pressman

In Chimp and Zee Silly Socks, each player gets three socks. Take an item from the washing machine. If it’s a sock that matches one of your three, put the pair in your laundry basket. If you pull out a pair of pants, you lose one turn. Collect three matching pairs to win. The game includes a washing machine, four laundry baskets, 32 socks, and four pants. It is for two to four players ages 3–5.

Learning Resources

The Funny Phone Early Listening Game features more than 300 challenges—tongue twisters, singing, drawing, acting, and more. It includes an activity guide, 40 tokens, and built-in storage. The game requires three AA batteries, which are not included, or an AC adapter, which is sold separately. Funny Phone is for ages 4 and up.

Maple Landmark

Maple Landmark’s Schoolhouse Naturals Mini-Monsters come in three bigwheeled styles—pickup truck, bus, and car. The vehicles measure about 3.75 inches and are crafted from solid locally harvested maple. The Mini-Monsters have engraved designs but no finish, so they are safe for children ages 2 and up.

Buffalo Games

The T-Shirt Game gets players to match ridiculous slogans with outrageous images on T-shirt-shaped cards in hopes of impressing a judge. Points are then awarded via “hot or not” cards. The game can be played by three to six players ages 10 and up.

Creativity for Kids

With the Finger Prints set, kids paint on the plastic sheet provided and create a transfer print of the painting with the paper and roller. There are six colors of washable finger paint, a printing tray, printing mat, foam roller, squeegee, sponge, and a plastic apron. It is for ages 3 and up.

Elmer’s

Elmer’s Magnificent Manicure Set teaches girls about cosmetic chemistry as they give themselves a manicure. Turn hands silky soft with crystal mud and then soak them in a sea salt scrub. Create a custom scent of lotion, buff and shine nails, and much more. The set is for ages 8 and up.

A Wish Come True

The Sparkle Petals dress features sequins on a stretch knit-and-velvet bodice with a petal chiffon topskirt over tulle. It is available in sizes XSC, SC, MC.

Chicco

Chicco’s Sing ’N Learn Orchestra is a talking musical activity center. Each instrument introduces itself and plays a unique melody. The orchestra has three musical styles (pop, jazz, and classical), three play modes (instruments, songs, and orchestra), and six songs and six melodies. It is for ages 12 months and up and requires two AA batteries, which are included.

JUNE 2009 TOYS & FAMILY ENTERTAINMENT 47

YOU’RE HIRED

MARVEL ENTERTAINMENT, INC.

ALAN FINE, EXECUTIVE VICE-PRESIDENT, OFFICE OF THE CHIEF EXECUTIVE

Marvel Entertainment, Inc., promoted Alan Fine to executive vice-president, office of the chief executive. The appointment reflects Fine’s increased role in working across Marvel’s publishing, licensing, studio, and digital divisions to integrate activities and oversee brand-building programs throughout the company, as well as his increased role in the planning and development of the company’s animation and movie projects. Fine leads Marvel’s Creative Committee, which includes executives from Marvel’s publishing and studio divisions and provides counsel on the development of Marvel’s slate of feature films, television, online, and other entertainment initiatives. Fine joined Marvel in 1996 and was previously executive vicepresident and chief marketing officer of Marvel Characters, Inc. He also served as CEO of Marvel’s toy and publishing divisions since 1998 and 2004, respectively. Fine will continue to serve as an officer of the company’s Marvel Characters B.V. subsidiary.

TOY INDUSTRY ASSOCIATION NEW BOARD OF DIRECTORS

The Toy Industry Association (TIA) elected five new members to its Board of Directors. The new members, whose terms began last month and expire in May 2011, include Joel Berger, president, Cardinal Industries, Inc.; Leigh Ann Brodsky, executive vice-president of consumer products, Nickelodeon Consumer Products; John Gessert, president/CEO, American Plastic Toys, Inc.; Peter Henseler, president, Learning Curve Brands, Inc.; and Jeffrey Katz, president/CEO and chairman, LeapFrog Enterprises, Inc. Al Verrecchia, chairman of Hasbro, Inc., will continue as chairman of the board through May 2010. Current board member Jim Engle, president of Little Kids, Inc., joins the Executive Committee as secretary-treasurer. He will serve a one-year term that will expire in May 2010. Rounding out the Executive Committee are vice-chairman and TIA chairman-elect, Bryan Stockton, executive vice-president, international of Mattel, Inc.; TIA member-at-large Jamie Gallagher, CEO of Faber-Castell USA/Creativity for Kids; and TIA member-at-large James Pressman, president of Pressman Toy Corporation.

48 TOYS & FAMILY ENTERTAINMENT JUNE 2009

PATCH PRODUCTS, INC.

WANN & MAXWELL, APPOINTMENTS

Patch Products, Inc., appointed Bob Wann to CEO, and Brian Maxwell, formerly the corporate vice-president of sales, to president. Fran Patch, formerly CEO, and Bryce Patch, formerly president, will remain on the Board of Directors as chairman and vice-chairman, respectively. Wann joins Patch Products with more than 35 years experience, including positions as chief marketing officer, president, and CEO with companies such as Hasbro, Playskool, Fisher-Price, American Greetings, and Sababa Toys. Maxwell has been with Patch Products for more than 16 years.

BANDAI AMERICA, INC.

TOR SIRSET, VICE-PRESIDENT, MARKETING

Bandai America, Inc., appointed Tor Sirset as vice-president of marketing. Reporting directly to Mark Schaffner, executive vice-president of toys, Sirset will apply his marketing and product development expertise to the company’s girls and preschool brands. Bandai has engaged Sirset to create a new group within Bandai, focusing on new licensed and non-licensed brands for girls and preschoolers. He will leverage the company’s design and development resources in Japan, Europe, and the U.S. to create, launch, and market new product lines. Sirset comes to Bandai from Playmates Toys, where he served as vice-president of marketing and design for the girls and youth electronics division. Prior to that, Sirset gained industry recognition for successfully launching and sustaining top girls, kids, entertainment, and infant brands for Mattel, LeapFrog, and Playmates.

EVENTS OF

CALENDAR

INDUSTRY-RELATED TRADE SHOWS JULY

17–20

California Gift Show

californiagiftshow.com

Los Angeles Convention Center

Los Angeles

23–26

Comic-Con

comic-con.org

San Diego Convention Center

San Diego

mplsgiftmart.com

Minneapolis Mart

Minnetonka, MN

ABC Kids Expo

theabcshow.com

Las Vegas Convention Center

Las Vegas

5–9

MIPCOM

mipcom.com

Palais Des Festivals

Cannes, France

22–25

iHobby Expo

ihobbyexpo.com

Donald E. Stephens Convention Center

Rosemont, IL

23–25

AUGUST 7–11

8–11

OASIS Gift Show

oasis.org

Minneapolis Mart Gift & Accessory Show

San Francisco International Gift Fair

SEPTEMBER 13–16

OCTOBER 6–9

31–11/3

Fall Toy Preview

toyassociation.org

Ocean City Resort Gift Expo

NOVEMBER 3–5

15–17

sfigf.com

SEMA/AAPEX

urban-expo.com

aapexshow.com

PLMA

plma.com

University of Phoenix Stadium

Moscone Center

Dallas Market Center

San Francisco

Dallas

Ocean City Convention Center

Ocean City, MD

Sands Expo Center

Las Vegas

Rosemont Convention Center

TOY FAIR 2010 SUNDAY–WEDNESDAY, FEBRUARY 14–17 JACOB JAVITS CONVENTION CENTER, NEW YORK CITY

50 TOYS & FAMILY ENTERTAINMENT JUNE 2009

Glendale, AZ

Chicago

Save the dates and don’t miss the show!

7th Annual Featuring the newest innovative products and unsurpassed networking opportunities in the industry.

ABC Kids Expo Septe

mber

13-16 ,

2009

• Newborn through teen • Furniture • Bedding

Las Ve g Conven as t Center ion

• Room decor • Baby gear • Gifts • Layette • Toys

South

• Accessories

Exhibi t

Halls

ABC Hotline: (210) 691-4848 Fax: (210) 691-4849 www.theabcshow.com

www.t h e a b c s h o w. c o m

Stop the presses! (and the messes!) SPLATSTER™ There’s big news in store … Splatster, by Fisher-Price®! A cool new creativity toy that lets kids draw, paint, splat, spray, play and more – with none of the mess that makes moms see red. Simple plug-and-play operation and exciting wireless-remote action lets kids get creative in 8 different virtual art studios featuring fun themes and crazy drawing tools. They can make awesome spin art, and play cool arcade games too. It’s a whole mess of fun for kids, and you’ll be the one “cleaning up.” (Cha-ching!)

LZR45674