Table of contents
August 2010 volume 5, no. 10
features 30 The bridge sets up Four-Point Plan by Nancy Lombardi
32 Monsuno Property Takes shape with new Partner, Topps by Nancy Lombardi
34 blue box to create own brand: b Kids by Nancy Lombardi
36 classic Media Announces voltron Force by Chris Adams
38 Leading executives Await Holiday 2010 Feedback While gearing Up for 2011 by Chris Adams
48 2011 Toy Preview compiled by Laurie Leahey and Paul Narula
72 small Kids, big category by Paul Narula
75 Abc expo: Product Presentation by Paul Narula
78 iHobby expo: Product Presentation by Paul Narula
80 Specialty Emporium: green Toys by Paul Narula
82 Specialty Emporium: Product Presentation by Laurie Leahey
departments
on this page
6 observations & opinions
(left to right): The Bridge Direct’s Singing Justin Bieber, Spin Master’s Liv Dance Doll, Wild Planet’s Aqua Pets, ToyQuest’s Banzai Aqua Tech Transmorpher, Spike from Uncle Milton’s Tarantula Planet line; and Moose Mountain’s ESPN Game Shot
8 sizzlers 10 specialty sizzlers 12 The Ticker 16 entertainment Marketplace: Phineas and Ferb 18 industry Forum: TIA 20 industry Forum: TIF 22 industry Forum: ASTRA 24 industry Forum: Design Edge 26 industry Forum: Gameplan Europe 28 Merchandise Makers: Revell-Monogram 84 you’re Hired 86 calendar of events
on the cover (clockwise from top left): Disney’s Phineas and Ferb; The Bridge Direct and Cookie Jar’s Richard Scarry’s Busytown; K’nex’s Monster Jam Grave Digger vs. Grave Digger; Endless Games’ Don’t Drop the Dishes; The Bridge Direct is a licensee for Justin Bieber; Lafayette Puzzle’s Crayola The United States of America Chalkboard Color & Draw Floor Puzzle; Jakks Pacific’s Monsuno; and Haywire Games’ Cat’s Pajamas cover by
Design eDge
ObservatiOns & OpiniOns
WWW.ANBMEDIA.COM
The FuTure oF Fall Toy Preview BY
BOB GLASER
F
or several years now I’ve heard the complaint from toy manufacturers that there are too many trade shows and the timing of the shows is too close together. Manufacturers will be showing product this month at the Fall Toy Preview in Dallas. This is a long-lead mass-market trade show as defined by the Toy Industry Association (TIA). Many of the toy companies showing product in Dallas then go to Hong Kong in early January to show many of the same retailers the same products again. These manufacturers then show the same products again to the same retailers at Toy Fair in New York. We are forgetting to mention the earliest step in the process: manufacturers and retailers meet at each other’s offices often before Fall Toy Preview. That’s a lot of showing the same products to the same retailers at a significant cost. Talking to manufacturers leading up to the Fall Toy Preview, the “same old way of doing business” may be changing. This will be the second year in a row in Dallas that two of the largest toy manufacturers, Jakks and Spin Master, don’t exhibit. Several other larger toy manufacturers, Playmates and Bandai, have decided not to exhibit in Dallas this year. Several medium-sized and smaller-sized manufacturers decided not to show product in Dallas this year for a variety of reasons. When speaking to manufacturers the reasons not to attend the show were the same for many. There were a few seasonal-related companies for which the timing of this show is not right. Other companies said that a respective buyer wasn’t attending the show. This coupled with the cost of exhibiting weighted against the projected return on that investment didn’t make sense. These companies would instead save all the expenses related to exhibiting and use those dollars to travel to retailers’ offices instead. The rationale was that this method of showing product was still less expensive, more targeted, and more worthwhile than exhibiting in Dallas. Does this mean that toy trade shows, as we have known them to be for years, are a thing of the past? I don’t believe that is the case. The economy is still driving many of these decisions. As the economy turns around the business may change in another facet yet again. Toy manufacturers are making difficult, yet necessary, decisions regarding the value of exhibiting at every trade show—not just the Fall Toy Preview in Dallas. I’ve stated in this space before that I enjoy the trade show atmosphere. This year, not only will I be looking at new product introductions with a keen eye, I will also be talking to all those involved in the industry about their opinion on these numerous shows. I wish everyone a successful Fall Toy Preview.
6 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
PUBLISHED
BY ANB
MEDIA • Volume 5, Number 10
PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING MANAGER DONNA MOORE DONNA@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 LEAHEY; LAURIE@ANBMEDIA.COM PAUL NARULA; PAUL@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTORS JEAN BUTLER; ANDREW DOBBIE; CARTER KEITHLEY; STACY LEISTNER; KATHLEEN MCHUGH; MATT NUCCIO, MATT@DESIGNEDGE.NET 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 2010 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.
Monster High assortment
LEGO Toy Story 3 Trash Compactor Escape
Kung Zhu assortment a Sing-a-Ma-Jig
a Sing-a-Ma-Jig
Air Hogs Moto Frenzy spin Master
nerF n-striKe stAMPede Hasbro
squinKies blip toys
Kung zHu AssortMent Cepia
sCrAbbLe sLAM CArd gAMe Hasbro
toy story 3 Hot wHeeLs AssortMent Mattel
Lego HArry Potter HogwArts Lego
sCribbLe & write LeapFrog
Lego toy story 3 trAsH CoMPACtor esCAPe Lego
siLLy bAndz bCP imports
Monster HigH AssortMent Mattel
8 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
sing-A-MA-Jigs Fisher-Price
trAnsForMers Figure AssortMent Hasbro zHu zHu Pets & ACCessories Cepia zoobLes spin Master
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 BRACELET KITS Orb Factory CUTE KITTIES Creativity for Kids ICOSOKU CHALLENGE GAME Recent Toys
Bananagrams
Tidoo Strawberry Doll
MAGNA-TILES Valtech QWIRKLE MindWare SCIENTIFIC EXPLORER’S TASTY SCIENCE CHEMISTRY IN THE KITCHEN KIT Scientific Explorer STOMP ROCKET D&L TEA SET Green Toys Tea Set
TIDOO STRAWBERRY DOLL Corolle
10 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Cute Kitties
The TICKeR
A Recap of Industry Headlines Visit www.aNbMedia.com for More TIA ReplAces Toycon wITh plAycon The Toy Industry Association, Inc., (TIA) announced that its annual executive leadership conference will relaunch in May 2011 under the name PlayCon—the International Conference of Play Professionals. The play-focused event will be held May 4–6, 2011, at the Hyatt Regency Scottsdale Resort & Spa at Gainey Ranch in Scottsdale, Arizona. Formerly known as ToyCon, the conference will cater to TIA members as well as toy industry and play professionals who are seeking the information, tools, and inspiration needed to tackle the business of play. The program is expected to cover a broad range of concepts such as play as a basic human instinct and play product as a natural response, data such as consumer preferences and trends, and tactical business applications of social media and other communication tools.
MegA BRAnds wIns couRT cAse oveR lego The LEGO Group lost its case against MEGA Brands at the European Court of Justice in Luxembourg for the right to register the iconic eight-stud brick as a trademark. This decision, which cannot be appealed, is applicable in all countries in the European Union. In a response to the court ruling, Peter Kjær, head of the LEGO Group’s Intellectual Property Section, issued this statement: “This was the court of final instance, and we have no option but to note the court’s ruling. The ruling has been given on the question of whether the brick is functional or not—and the court has concluded that it is functional. We have always disputed this—and continue to do so. In other court actions we have shown that bricks with virtually the same function can have other appearances,” he says. “It is naturally a matter of concern to us that use of the brick by others can dilute the trademark. But the worst aspect is that consumers will be misled. Analysis shows that 40–60 percent of shoppers believe they are buying a LEGO product when in fact they are purchasing a different product. Shoppers can see there is a different name on the box—but they believe it is a product line or company owned by us,” says LEGO’s Kjær. MEGA Brands had no further comment.
vIselMAn RefoRMs coMpAny, cReATes dIvIsIons Kenn Viselman presents. . . Inc., announced that it is forming three distinct company entities: The itsy bitsy Entertainment Company, A teenie weenie Music Publishing Company, and Yellow Polka Dot Bikini Multi-Media. Viselman reclaimed itsy bitsy from The Handelman Company. It will focus on entertainment properties, including Viselman’s new children’s programming block Millipede and a television series based on his upcoming film The Oogieloves in The Big Balloon Adventure, among several other planned projects, according to a statement released by the company. A teenie weenie Music Publishing Company will showcase music and artists for all ages. Yellow Polka Dot Bikini Multi-Media will launch with entertainment ranging from television to publishing specializing in the tween-plus market.
dhX MedIA AcquIRes wIldBRAIn DHX Media has acquired Wildbrain for $8 million with further consideration payable subject to the financial performance of the Yo Gabba Gabba property over the next three years. Michael Polis has been named executive vice-president of branded entertainment and consumer products for DHX. Kidrobot, which is part of Wildbrain, was not included in the deal.
12 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
The TICKeR
A Recap of Industry Headlines Visit www.aNbMedia.com for More New PartNers for Guess with Jess Classic Media announced that Fisher-Price, Nelvana Enterprises’ Treehouse Presents, and The Licensing Shop, Inc., will serve as anchors of the consumer products program for the CGI-animated preschool television series, Guess with Jess. Master toy partner Fisher-Price will debut the Guess with Jess line in Canada in fall 2011, Treehouse Presents will distribute Guess with Jess on DVD, and The Licensing Shop is named licensing representative to oversee the brand in Canada.
sPiN Master exPaNds to CeNtral euroPe Spin Master is strengthening its global positioning and visibility with the opening of its new offices in Munich, Germany, and Amsterdam, The Netherlands. Spin Master’s new offices will be open for business effective November 1. Key hires have already begun to take place including the appointment of Marcel Dévény to the position of general manager—Central Europe, based out of the Munich office, and Hedley Barnes and Michiel Das as director of sales & business development and director of marketing, respectively, based out of the Amsterdam office.
fao sChwarz to oPeN PoP-uP stores
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FAO Schwarz announced plans to open approximately 10 pop-up stores for the 2010 Christmas season. Toys “R” Us, Inc., acquired the exclusive rights to operate the FAO Schwarz brand in May 2009. FAO Schwarz pop-up stores have already opened at Tysons Galleria in McLean, VA and The Mall at Chestnut Hill in Chestnut Hill, MA. Among the additional FAO Schwarz locations scheduled to open are Garden State Plaza in Paramus, NJ; Aventura Mall in Aventura, FL; The Westchester in White Plains, NY; Old Orchard in Skokie, IL; Oakbrook Center in Oak Brook, IL; and South Coast Plaza in Costa Mesa, CA. Each is expected to be 2,500 square feet.
ENTERTAINMENT MARKETPLACE
DISNEY CONSUMER PRODUCTS BY LAURIE LEAHEY
D
id you know there are 104 days of summer vacation? At least there are for Phineas and Ferb, the title characters of the animated show on Disney XD and Disney Channels in more than 135 countries. The show follows the stepbrothers as they spend their summer vacation embarking on different adventures, which always end up annoying their sister Candace. One of the show’s running gags is an adult asking Phineas, “Aren’t you a little young to be [fill in the blank]?” Phineas replies, “Yes. Yes I am.” Each episode also advances the subplot of Perry the pet platypus who acts as a secret agent (Agent P) to fight an evil scientist named Heinz Doofenshmirtz. Phineas and Ferb sounds like a silly kidsonly show, but it’s garnered serious recognition from adults. The show recently won a 2010 Daytime Emmy Award for Outstanding Writing in Animation. And music from the show (each episode features a new song) has earned four Emmy nominations. Created by Dan Povenmire and Jeff Marsh, Phineas and Ferb launched in February 2008. Since
16 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
then, the show has been ranked by Nielsen Television Index as the No. 1 animated series among kids 6–11 and tweens 9–14. The show’s popularity stems from the storytelling, which appeals to boys and girls, as well as adults. And this diverse appeal brings many opportunities for licensed product. The show’s dual storyline also doubles the product opportunities. Disney Consumer Products (DCP) has found that product featuring Perry/Agent P does just as well as product featuring Phineas and Ferb. DCP’s strategy is to roll out key items slowly, allowing fans to show their affinity for the series. Phineas and Ferb product can be found in a variety of categories from licensees such as Jakks Pacific, Bentex, Mad Engine, GDC, Jay Franco, FAB, ZAK, Just Play, Kellogg’s, Hallmark, and Innovative Designs. A TV movie scheduled for summer 2011 could bring 104 or more new licensing opportunities.
Below: Phineas and Ferb and their sister Candace. Left: The boys’ pet platypus, Perry, who also doubles as a secret agent.
NEED
TO
KNOW
• Creators Dan Povenmire and Jeff Marsh pitched Phineas and Ferb to different networks for 16 years before the Disney Channel brought the show on board. • Disney Channel star Ashley Tisdale voices Candace, Phineas and Ferb’s sister. • Guest stars have included Ben Stiller, Evander Holyfield, Cloris Leachman, and Billy Ray Cyrus. • Prior to Phineas and Ferb, Povenmire and Marsh worked together on The Simpsons and Rocko’s Modern Life.
MAD ENGINE HALLMARK Hallmark is the licensee for party goods and greetings cards, including greetings cards with music from the show.
Mad Engine is an apparel licensee for the brand. The company has produced a variety of T-shirts featuring character images, including this T-shirt of Perry the platypus, aka Agent P.
INNOVATIVE DESIGNS Phineas and Ferb, and other characters from the show, will appear on portfolios and lenticular notebooks from licensee Innovative Designs.
JAKKS PACIFIC JAY FRANCO Jay Franco signed on for bedding, bath, and beach products featuring Phineas and Ferb characters and logos.
Jakks Pacific has produced a variety of Phineas and Ferb toys, including plush, vehicles, and action figures. The Phineas and Ferb Skateboard Launcher Figurine Playset comes with a Phineas figure, a Ferb figure, a skateboard, and a launcher. Push the button on the launcher to send the skateboard, with Phineas and Ferb on it, forward.
GDC GDC is one of several licensees producing Phineas and Ferb backpacks.
OCTOBER 2010 TOYS & FAMILY ENTERTAINMENT 17
Industry Forum
TIA TrAnsforms ToTY AwArds ProgrAm
E
verything’s new for the Toy of the Year Awards (TOTY) 2011 as the Toy Industry Association (TIA) unveils a plethora of exciting new elements to strengthen the nomination and voting processes, highlight nominated toys and games during the holiday shopping season, and celebrate the year in toys at a new midtown venue. TIA launched this year’s call for products on September 1 and will accept entries through Friday, October 15. Toy companies, inventors, retailers, and others are encouraged to submit nominations in each of the 11 product categories. Noting the prevalence of electronics and technology across the categories, the “Electronic Entertainment Toy” category was dropped from this year’s lineup. To provide further clarification in how toys for younger children are considered, new definitions were put in place for the “Infant/Toddler” and “Preschool” categories. Based on extensive feedback culled from across the industry, one of the big changes for the TOTY 2011 ballot is the process used to select which products are slated on the official ballot. Rather than a single committee reviewing the hundreds of submissions received, individual nomination committees are being formed for each product category. Each committee will be comprised of 7–15 high-stature experts knowledgeable in the category and selected from retail buyers (mass and specialty); journalists, bloggers, and toy and toy trend experts; toy specialists from academia, profes-
Quick Tips for ToTY producT submissions • Products must be available at retail outlets in the United States on or before November 22, 2010. • Products must have been introduced to the marketplace within the past two years. • Each submission must include a brief product description (for promo purposes), a longer statement explaining to the nomination committee why the product should appear on the TOTY Awards ballot, and low- and high-res photos. • The fee for each product submission is $75 for TIA members and $125 for TIA non-members. • The submission process will close promptly at the end of the day on Friday, October 15.
18 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
BY
STACY LEISTNER, TIA
sionals such as developmental psychologists and play therapists, and teachers; and/or inventors and designers. These committees will review all the product submissions in a specific category and vote to determine the five to seven products that will appear on the official TOTY ballots. During a press conference on Monday afternoon, November 22, the products appearing on the TOTY ballots will be unveiled and five ballots—one each for consumers, retailers-mass and retailers-specialty, media, and members of the Toy Industry Association—will be launched. Each of the ballots will be weighted and used to determine the TOTY 2011 winners; voting will extend from November 22 to mid-January 2011. Just in time for the holiday 2010 shopping season, the consumer voting website, which will officially launch during the press conference, will also feature a downloadable shopping guide filled with the nearly 80 TOTY-nominated product recommendations, safety and shopping tips, and more. Capping off the press conference will be a multimedia event in the heart of New York City as the 11 TOTY categories are featured on the 540-square-foot Jumbotron at One Times Square during the evening rush hour. Kicking off Toy Fair week in February 2011, the “new and improved” TOTY awards will continue in grand style at a new venue—the Jazz at Lincoln Center, located in the Time Warner Center above Columbus Circle and at the southwest corner of Central Park. This location provides a perfect opportunity to spotlight the TOTY award winners, salute industry icons being inducted into the Toy Industry Hall of Fame, and support the inspiring work of the Toy Industry Foundation. Tickets for the February event will go on sale this month. TIA invites every interested member of the toy industry to become a part of the process by submitting products for consideration in one or more of the 11 TOTY product categories; each product selected will also be considered for the overall Toy of the Year. Additional information and product submissions forms are available online at www.TOTYawards.org. Stacy Leistner is vice-president, strategic communications for Toy Industry Association. Visit www.toy-tia.org for more information.
Industry Forum
Thanks for Making Play Possible for Kids in Need BY
CARTER KEITHLEY, TIA
AND JEAN
BUTLER, TIA
AND
TIF
1.
Toy Industry Foundation helps kids in a variety of difficult situations. 1. The kids at Ronald McDonald house are so appreciative of the toys (and attention) we give them.
3.
2. Foster kids have something of their own to hold on to, thanks to the foundation’s national partnership with My Stuff Bags.
2.
3. Toys bring joy and comfort to our nation’s military families.
4.
A
s the toy industry turns its attention to the holiday season, we want to first show you some of the thousands of smiles our community has already brought to the faces of children in need. The photos accompanying this article were taken at a few of the events held earlier this year by the Toy Industry Foundation (TIF), the only philanthropic organization that represents the collective heart of our entire industry. On behalf of all the kids we help, thank you so much for making play possible. Through the foundation and its partners, the toy industry has sent toys to hundreds of worthy organizations providing disaster relief in places like Haiti and Tennessee, to patients and their families in Ronald McDonald Houses, and to hospitals and other charities in the U.S. and abroad. TIF has joined with the My Stuff Bags Foundation to provide duffel bags filled with toys, clothing, and other essential items to more than 50,000 foster children who have been abused, neglected, or abandoned. And the TIF partnership with the Boys & Girls Clubs of America Military Services is helping us reach families in every branch of the military—from California to the Carolinas—to bring toys and fun to children living with the stress of having a parent that has been deployed in service to our nation. We are thrilled to be able to share with these deserving children the wonderful power of play.
20 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
4. Volunteers from across the toy industry come together to “do good stuff” for foster children in need.
The foundation’s work is also providing tremendous opportunities to build public awareness of the generous nature of the toy community. At each TIF distribution event, TIA invites local, state, and federal legislators and their staffs to join with us to help deserving children. Their work alongside members of the toy community at the “Do Good Stuff-a-Thon,” for example, has led to new and strengthened relationships with key state officials in California. We’ve been pleased that heartwarming photos such as those shown above—along with videos and comments from kids, their parents, and toy industry volunteers—are being shared and distributed even further by interested bloggers and members of local, regional, and national media. We welcome your participation in future events and, of course, encourage you to support the foundation through individual contributions, or through corporate toy and financial donations. To learn more about the TIF’s growing and important initiatives, we encourage you to log on to the foundation’s website (www.ToyIndustryFoundation.org) or to stay connected through Facebook, YouTube, and the TIF blog. Carter Keithley is president of Toy Industry Association. Jean Butler is executive director of Toy Industry Foundation and vice-president of membership for Toy Industry Association.
Industry Forum
Rev Up FoURth QUaRteR SaleS with help FRom aStRa BY KATHLEEN MCHUGH, ASTRA
T
he second Saturday in November, members of the American Specialty Toy Retailing Association (ASTRA) will be celebrating Neighborhood Toy Store Day in their local stores. On the same day— November 13—ASTRA will announce the 2010 Best Toys for Kids winners. How can retailers use the Best Toys for Kids list to rev up their fourth quarter sales? Here are eight easy tips for maximizing the Best Toys for Kids impact:
1.
Display the winning toys together in a prominent place. Shoppers may have heard about Best Toys for Kids through your advertising, on your website, in newspaper articles, through mommy blogs, or because they have received ASTRA’s brand new Best Toys for Kids flyer. A special display of the Best Toys products will help customers find those items quickly and easily.
2. Turn the Best Toys for Kids display into a sales tool. The Best Toys for Kids display can be a comfortable place to start conversations with undecided shoppers. It can also be a tool to help educate shoppers about different types of play. The list includes a range of toys that can provide a framework for thinking about a “balanced toy box”— one that promotes play in all the major developmental areas (cognitive and language, imaginative, social and emotional, physical, and fine motor). Create signage for the Best Toys for Kids display that spells out the message about the value of play and label the types of toys in a way that mirrors the organization of the store as a whole so shoppers can easily find other toys in the same category.
4. Explain to customers why ASTRA’s Best Toys for Kids list is unique. The winners are chosen by ASTRA retailers around the country who watch kids play in their stores six or seven days a week, and get feedback from parents, grandparents, teachers, and other toy buyers about how children use and enjoy a wide range of toys in other settings.
5. Let kids play with the Best Toys for Kids in your store. Nothing sells a toy like seeing a child fall in love with it. You can expect the toys to be engaging, or they would not have made the list. Let them sell themselves. 6. Publicize the list to help draw attention and traffic to your store. Toy stories have a special appeal during the holiday season, and the “top tips” and “best lists” genre is always in style. As an independent toy retailer, remember that you are a toy expert and your expertise is a key part of your competitive positioning. Reach out to local journalists who cover family, entertainment, lifestyle, or educational issues with an offer to explain to the reporter why each of the toys has outstanding play value. ASTRA provides a template press release about its list to its member retailers every year. 7. Use ASTRA resources to promote Best Toys for Kids. ASTRA members receive a range of tools each year (free!) to help them promote Best Toys for Kids in their stores, including signage, buttons, and the new Best Toys for Kids four-color glossy flyer. 8. Put the Best Toys for Kids list on your website and in your
3. Thoroughly train your seasonal staff about the Best Toys for Kids purpose and products. No matter what, your staff can feel good about recommending a Best Toys for Kids product that fits a child’s developmental stage, so those toys can be a way for less experienced staff to gain confidence. By making temporary staff “experts” on the Best Toys for Kids items, they have an easy way to approach customers and answer questions authoritatively. 22 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
newsletter. Don’t forget the obvious. Whatever else you are doing to reach out to your customer base this holiday season, remember that the Best Toys for Kids list is a quick and easy way to get concrete gift suggestions out there to your customers and prospects. Kathleen McHugh is president of ASTRA. Visit www.astratoy.org for more information.
Order Inquiries: sales@jakks.net
TNA, TOTAL NON STOP ACTION, other TNA indicia, and all talent names, images, likenesses, slogans, logos and trademarks used on or in this product are the property of TNA Entertainment, LLC and may not be used without the prior written consent of TNA Entertainment, LLC. © 2010 TNA Entertainment, LLC. All rights reserved. TM & © 2010 JAKKS Pacific, Inc., Malibu, CA 90265 U.S.A. All other symbols, marks, logos, and designs (collectively “Trademarks”) are Trademarks of and proprietary to their respective owners and used under license.
MADE IN CHINA.
Industry Forum
Europe vs. The U.S.: Is One Business Style Better than the Other? M N , D BY
A
ATT
UCCIO
ESIGN
EDGE
s I write this month’s column I am sitting on a
Yet, on the other hand, there is something to be said about the
plane returning from a successful business trip to
American toy industry’s way of conducting business. Our “less struc-
Europe. It was a quick trip full of trains, planes,
tured” companies react quicker to new themes, trends, and fashions.
and automobiles. Although I am exhausted, I
We can turn on a dime when something gets hot and refocus just as
thought I’d take a moment to jot down my impres-
quickly when that same item cools off. We also react to the “Get it
sions while they are still fresh in my mind.
done now” and “We need it on our desk tomorrow” school of thought.
Overall I am impressed by the way the Europeans run their toy
Americans can spin around fast—and that is a powerful virtue when
businesses. They are well organized, “clean and mean” machines.
it comes to rushing new product to market, but it can also be the cause
We can certainly learn from their business methodolo-
of nervous tics and hair loss among company staff.
gy. While the Europeans import a fair share of their
As I contemplate these differences on my flight home I realize
goods from Asia they have not completely given up
that there are two schools of thought involved and they both have
domestic operations. While that strategy has been criti-
advantages and disadvantages. In my opinion, the Europeans
cized for many reasons, it seems to be a system that
have it over us on these points: structure, ecology, and social
works for them. They are great planners and really take
awareness. We have it over them on speed, recognizing trends,
the time to map out product programs. They take the
and exploiting the trend. That’s three to three, which makes this
time to really study the market and control their sales and product
debate a tie. Of course, the ideal would be to combine these busi-
inventories. They are very structured. Everything is neat and
ness models. After all, both continents have been learning from
focused. The European toy companies are concerned about the eco-
each other for centuries.
logical environment and the welfare of their staff. These protocols give European toy makers the appearance of being much more
Design Edge is a New York-based graphic design and
businesslike, professional, and socially conscious in contrast to the
research development studio. Matt Nuccio can be reached
entrepreneurial thing that we’ve got going on here.
at (516) 377–0500 or at matt@designedge.net.
Have extra inventory?
Donate it to K.I.D.S.
24 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Your excess product can put smiles on faces!
Poverty is a disaster that happens every day, but K.I.D.S. brings hope to 4.5 million children and their families every year. Donating your excess apparel, shoes, toys, books and juvenile products can provide your company with a generous tax deduction and replace despair with dignity. Fill out the donation form online at www.KIDSdonations.org or call 1-800-266-3314.
Industry Forum
U nderstanding the J apanese t oy M arket BY
ANDREW DOBBIE, GAMEPLAN EUROPE
T
okyo Toy Fair opened on July 15. The fact that the date is July 15 and not January 15 or February 15 speaks volumes about the differences in the Japanese toy market when compared with the U.S. and European toy markets. Part of the reason for the summer show dates is that Japanese toy companies (for example Tomy and Bandai) launch new toys every week throughout the year, thus removing the Western seasonal schedule of ordering and shipping. The Western cycle, of course, is primarily tied to Christmas, Easter, the back-to-school season, and other such milestones throughout the year, which the Japanese won’t follow in quite the same way. However, the Japanese celebrate December 25 as a gift-giving day, which is not tied to any religious celebration. For some reason, which no one seems to be able to explain to me, Japanese children have a Santa Claus tradition. Perhaps we can chalk it up to the power of Western consumerism making its mark on other cultures. Visitors to the Tokyo Toy Fair will quickly realize that there are many huge differences from the U.S. toy market. At least half the value of toys sold in Japan falls under licensed figurines and action figures. Bandai alone probably has several thousand different figures in its range. The main driver for this phenomenon is the popularity of manga comics and anime cartoons not only with Japanese kids but also with Japanese adults. Clearly Japanese people of all ages are familiar with a very large number of different characters and they like to collect the small figurines. For example, most Japanese girls have a figurine dangling from their cell phones. Perhaps another reason for the collector craze stems from the small living spaces in Japan (especially when compared to U.S. homes). There is also a lack of backyard space. A toy that takes up a lot of room is out of the question. Most toy stores are located on city streets without parking. Anything too big to carry home by hand via the crowded metro system will not be bought and will not be stocked by the stores. In some ways, this mirrors the unique shopping experience for New York City’s residents. Many brands transcend cultural boundaries, yet there are some that simply don’t. Tomy is the market leader in fashion dolls. Barbie does not have the hold in Japan that it does in the U.S. In fact, fashion dolls make up a small category in Japan as
26 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
do preschool toys. It seems that Japanese children become interested in characters when they are as young as 2 or 3. They graduate directly from baby toys to character figures, which doesn’t happen in quite the same way in the U.S. market. Japanese inventors have been the originators of many incredibly ingenious toys, exemplifying the Japanese genius for both mechanical and electronic innovation. For example, Transformers (licensed from Tomy) and Tamagotchi (from Bandai) are outstanding examples of intrinsic design innovation. By contrast, the toy hits, which have originated over the years in the U.S., have predominantly relied on extrinsic appeal anchored in a story, or in an abstract idea, such as the powerful emotional appeal to buy the orphaned Cabbage Patch Kid and thereby provide it with a mom. One of the hot categories over the past few years in Japan is foodrelated toys. There are both edible and non-edible simulated food toys on the market. In many cases, I could not identify which was the edible item from the non-edible item. The opportunity for a child to make an unfortunate mistake is obvious. So it is hardly surprising that such toys are prohibited in most developed markets—the hazards are quite obvious. Just an example of one style of these toy/food items comes from Mega House. It offers a line of do-it-yourself bugs, such as cockroaches and grubs, made of a gelatin that look disturbingly lifelike. The difference in consumer taste in toys is so great between Japan and North America that U.S. companies rarely have an appropriate product range for Japan. However, North American consumers have embraced a number of Japanese trends. A long list includes Transformers, Beyblade, Tamagotchi, Power Rangers, Hello Kitty, and Pokémon, just to name a few. Because Japan has been the birthplace of so many successful toys, U.S. toy executives should certainly visit Tokyo Toy Fair and also meet with Japanese toy inventors. A visit to Japan would, obviously, also help one to understand the culture. Just one word of warning about Tokyo Toy Fair—make sure to visit on the first two days of the show, otherwise you’ll share the experience with 160,000 screaming kids. Tokyo Toy Fair is open to the public on the last two days of the show. Andrew Dobbie is the founder and managing director of Gameplan Europe Ltd. Visit www.gameplaneurope.com or email him at andrew@gameplaneurope.com
Merchandise Makers
Building up A CompAny BY
PAUL NARULA
P
lastic is a major part of the toy industry today, but it hasn’t always been that way. In 1945, a model company called Revell was still building and selling models made of balsa wood as affordable model kits for enthusiasts. When plastic became a popular and affordable material, Revell produced its first ever Maxwell Automobile model kit and secured its place as frontrunner in the plastic model rush that began in the ’50s. Since its early days, the company has undergone many changes. It merged with another model company, Monogram, under the Revell-Monogram company name in 1985. During the past 20 years, Revell-Monogram has changed ownership five times and was most recently purchased by Hobbico in 2007. Throughout it all, though, the company has maintained the quality and affordability that consumers expect from the classic model brand. Ed Sexton, senior product development manager at Revell-Monogram, believes that the company’s main focus can be summed up with three simple ideas: “We want to make a high-quality product, full of detail, at a reasonable price,” says Sexton. Quality, affordability, and detail are the cornerstones of the company’s business and while the ownership of the company has changed, Sexton notes that the core group of Revell-Monogram has stayed the same, allowing it to maintain standards and pricing while competitors’ pricing continues to increase. The company continues to manufacture a number of iconic model kits, having seen a significant amount of success
with certain airplane kits and classic or popucontinues to lose customers. While it lar car kits, as well as model ships such as has had success with adults looking Revell-Monogram’s Titanic kit. to recapture their childhood Sexton notes that airplane hobby, Sexton notes that that kits such as the B51 isn’t enough to necessarily Mustang are successoffset the loss at the other Clone Wars Republic ful every year and the end of the spectrum. Attack Shuttle company doesn’t even have to While this means the update its Corvette-, Mustang-, and Ferrarifuture may hold some based kits to keep them selling. “Everyone challenges for the company, Revellknows those cars,” says Sexton. Monogram will continue to innovate and However, just because the classic kits expand, focusing on garnering the young sell well doesn’t mean that the company can consumer interest that many model compasit back and relax. “We will always try to nies strive for. Licensing has played a part in maintain our leadership in the market by this—the company has developed a number coming out with the latest cars as model of model’s based on the Star Wars animated kits,” says Sexton. At this year’s iHobby series The Clone Wars. The company has Expo, Revell-Monogram will show off new also developed a series of Snap Kits, which kits based on some of the latest cars out are easy-to-build model kits that snap togeththere—the 2010 Camaro, the 2010 er instead of requiring the glue and patience Mustang, and the new Corvette R1. of regular models. Snap Kits will be a key Though the company has managed to stay part of one of Revell’s newest initiatives, true to its mission, Sexton admits that not which is called Make It and Take It. The everything can come up roses for a model company will be present at a number of car company in today’s day and age. “We’ve had and automobile events around the country, a tough time attracting the younger con- providing a section at events for kids to come sumers,” says Sexton. “It’s a challenge to in, build a free Snap Kit model, and take it compete with video games and computers.” home with them at no cost. “We think that if Much of Revell-Monogram’s consumer base youngsters have a chance to play with our is adult men and, as they age, the company products, they’ll want to try another one,” says Sexton. The company is also updating its website to draw in consumers and make purchases from the site easier. “We haven’t given up on the younger consumers,” says Sexton. With more products and marketing initiatives on the way, Revell-Monogram is primed for another 55 years of model-building. 2010 Chevy Camaro
28 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
The Bridge SeTS up Four-poinT plan
W
hen Toys & Family EnTErTainmEnT profiled The
BY
NANCY LOMBARDI
ing to Foreman. The profits will be split with Cookie Jar.
Bridge Direct, Inc., last year at this time, the compa-
He explains that this system is a chance for a licensor to get a property
ny was in the midst of unveiling its plan to the indus-
on shelf that may not have had that opportunity otherwise. Richard Scarry’s
try. President and CEO Jay Foreman was looking
to create a Li & Fung-style business model, turn-
Busytown is a literary property that will be develThe Bridge Direct has the Justin Bieber license.
oped into a “Thomas-style play system” as a first step. It’s a property that consumers are familiar with
ing The Bridge Direct into a global sourcing and
due to its long literary history, but it’s not one that
supply-chain management company.
the licensor has been able to invest in to develop a
As was stated last year, The Bridge is a wholly
robust long-term licensing program.
owned subsidiary of Acorn Management, which is
3. priVaTe laBel: The Bridge will help a retail-
owned by Oaktree Capital Management. Foreman
er develop a top-quality line along with packaging
is a partner in Acorn, which is a private fund creat-
and relevant displays. Foreman says that The
ed to invest and acquire interests and assets in chil-
Bridge’s quality-control team in Asia monitors fac-
dren’s-related consumer products companies.
tories. It makes sure everything is tested properly,
As we head into 2011, Foreman explains that
absorbing that burden on behalf of the retailer.
The Bridge has been working under four distinct
While this is a model that The Bridge has not yet
business models—much of it revolving around his
put into practice, Foreman says it is a goal for 2011.
original goal of establishing a global sourcing company. Here is what he described as the four models that The Bridge can offer clients.
4. TradiTional licenSing: Two words: Justin Bieber. While Foreman doesn’t expect The Bridge to take this route very often, sometimes the right
reTail: The Bridge began working with Cookie Jar
opportunity comes up. Tween stars are a genre where Foreman has a lot of
Entertainment and its property Bobby Jack, American Original. This is a
experience. The Britney Spears doll license helped launch Play Along.
tween girl fashion brand much like Paul Frank, complete with a monkey
Hannah Montana brought further success while Foreman was still with Play
character. Cookie Jar already had an exclusive agreement in place with Toys
Along as a division of Jakks Pacific.
1. direcT
To
“R” Us and product was selling well. So well, in fact, that Cookie Jar needed to expand the range quickly with another 15–20 items. Foreman explains that his company was called in to get a comprehensive line on shelf quickly. His team met with TRU and had products sketched, approved, manufactured, and shipped in a few short months. From this partnership, Cookie Jar brought The Bridge its second model of business, the joint-venture model.
“When the right opportunity comes along we will take a license,” Foreman says. “Justin Bieber is the sweet spot of my expertise and it fits our model perfectly, which is to move quickly with a need to understand the category. It’s timing and volume with these types of licenses,” he says. It’s also about money. This is a license that requires a significant advance guarantee and Foreman says his company has the financing to handle it. Foreman was tempted to throw in a fifth point, which could be called
2. JoinT-VenTure Model: This model trades the advance guarantee for a
caTegory conSolidaTion. Cepia’s Zhu Zhu Pets license is an example.
50/50 split on the revenue. It is similar to when a high-profile actor forgoes a
Foreman says that Cepia requested that The Bridge develop six to eight key
large salary on a movie for a piece of the back-end profits. Everyone takes the
categories, crafting a licensing program for Zhu Zhu Pets minus all the
risk and everyone can potentially reap the reward.
licensees. This simplifies the process for the licensor on so many levels
“We entered into an agreement with Cookie Jar for a joint venture to co-develop Richard Scarry’s Busytown,” says Foreman. “We are developing the master toy line and we’ll be showing it for the first time at the Fall Toy Preview.”
from contracts to approvals to manufacturing to quality control as well as on the financial end. While these four points (with a fifth thrown in for good measure) make
The Bridge will be designing, developing, and presenting the line to retail,
up the business plan for The Bridge, it will certainly evolve as the industry
which has them acting as the “master toy licensee” in every form except that
changes. The message for the industry is that The Bridge will, of course, do
The Bridge is not paying a traditional royalty or an advance guarantee, accord-
what its clients need—and those needs are volume, speed, and financing.
30 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Monsuno ProPerty takes shaPe with new Partner, toPPs BY
NANCY LOMBARDI
I
n January of this year, Jakks Pacific announced a strategic partner-
discussions with a broadcast partner.”
ship with Japan’s Dentsu, Inc., which is a leading producer of
The Monsuno storyline is being developed by the studio known as
Japanese animation, to produce an animated series based on the
Man of Action, creators of the properties Ben 10 and Generator Rex.
newly created original boys’ action property, Monsuno. It will be
The show is expected to feature an endless array of creatures, accord-
developed by Jakks and Dentsu in conjunction with Dentsu’s Los
ing to Schwartz, each with its own distinct look, personality, and style.
Angeles-headquartered subsidiary, DCI-LA. Monsuno will be imagined around the
As the series is in development so is the toy Monsuno
line. Jakks Pacific is the master toy licensee.
concept of reawakened monster DNA that
Topps is the next licensee to be named. Topps
has found its way into the hands of an
is an investor in the production of the animat-
adventure-seeking group of boys. The kids
ed series, as well as a licensee and partner on
are given the power to command and battle
trading cards, integrated card game play, con-
creatures with amazing destructive poten-
fections, and various other categories.
tial, using them to protect the Earth against
From there a video game licensee is
those who plan to tear it apart. Currently in
expected to be named and then soft goods,
development are 52 episodes of the series in
apparel, and the rest of the key categories that
conjunction with a feature-driven toy line,
will round out the program.
targeting boys ages 6–11. The series is
The toy line will consist of figures that
expected to launch in 2011 in North
are packaged along with a Topps card for an
America, Europe, and Asia.
integrated experience, says Jeremy Padawer,
“This new venture is an exciting new
executive vice-president of marketing for
direction for Jakks Pacific into owning our own entertainment and
Jakks Pacific. While the product line has yet to be revealed, Jakks did
leveraging it into the toy line,” said Stephen Berman, Jakks’ president
allude to this: “The card integrated with the toy line will help kids
and CEO, in a statement in January during the property’s launch.
play out what they see in the animation,” says Jared Wolfson, direc-
In June of this year, the property developed further as Jakks Pacific and Dentsu jointly announced that FremantleMedia Enterprises entered into a production and distribution agreement for Monsuno. FremantleMedia will be responsible for the exclusive worldwide (except Asia) distribution of Monsuno programming, and act as the
tor of marketing/creative producer, Jakks Pacific. “It will give them structure for what we call ‘replicated ritualistic gameplay.’” Topps’ CEO, Ryan O’Hara, confirmed that the cards will interact with the property in a major way. He explained that there will be card games—both paper and digital—that integrate with the property.
master licensing agent for the Monsuno brand worldwide, with the
“This property is so rich,” says Jakks’ Padawer. “We are taking a
exception of Asia where Dentsu will serve as the master licensing
non-toy-company approach to this. We are recognizing that broadcast-
agent. This announcement marks FremantleMedia’s entrance in the
ers don’t want to see a ‘toy show.’ They want great content.”
boys’ action arena, which is a new direction for the company.
The combination of Jakks, Dentsu, Fremantle, and now Topps
“We are in discussions with U.S. broadcasters,” says Sander
brings together talented teams, which are expected to provide that
Schwartz, executive vice-president and head of FremantleMedia’s
great content along with a great product line. While these companies
children’s and family entertainment division. “Our target timeframe
have piqued our curiosity, we will have to wait a bit longer to see
is fall 2011, but we haven’t announced a firm date yet pending our
how the property unfolds.
32 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Blue Box to Create own Brand: B Kids
A
BY
NANCY LOMBARDI
fter more than 50 years in the toy industry, Blue Box Toys is the first quarter of 2011. The line will be featured at both Fall Toy entering a new segment of the marketplace as it looks to cre- Preview and ABC Kids Expo, both of which take place this month. ate a brand name infant and preschool line called B Kids. In Blue Box is introducing this line only in the specialty market. The a departure for this mass-market-driven company, the line company believes that the independent retailers will nurture the prodwill be sold only in the specialty market. uct line, giving it the time it needs to garner brand While “Blue Box Toys” and “specialty market” are awareness with consumers. not words ordinarily used in the same sentence, the In an effort to reach the independent retailers specifcompany is taking a fresh approach with a line that ically, Blue Box Toys will be showing the line at the spans approximately 60 products featuring a mix of ASTRA show in 2011. plush, vinyl, and electronic toys. In addition, Blue Box has hired the following rep The global product line is designed to build sensogroups to work with the specialty market: Arlene Oom, ry, physical, learning, and creative skills as children Northwest; Doug Cason, California; Debby Owen, develop, according to the company. Together, the Ohio and Michigan; Mike Ingram, Texas; Mark Lynch, products form an integrated system wherein toys from Southeast; Vicky Daun, Illinois; Steve Freeman, East each successive stage build on the skills developed Coast; Ron & Irene Stark, Arizona and Mountain through the earlier toys, according to Blue Box. States; Roberts-Blumberg, New England; Brad Ketz, Here is an example of an item in the B Kids specialty toy line. The consumer launch is expected to take place in Midwest; and Joel Cohen, Florida and the Caribbean.
34 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
ClassiC Media announCes Voltron ForCe BY
CHRIS ADAMS
A
fter seeing success among the 6–11 year old demographic with Where’s Waldo?, Classic Media began a hunt for another property that targets boys in that age range. The bounty from that hunt was signing on Voltron Force, which is an in-production update to the classic Voltron: Defender of the Universe series that was a hit in the mid-1980s. “When the Voltron Force opportunity came to us, people from across the Classic Media organization excitedly mentioned that the original was their favorite show or that Voltron was their favorite toy growing up,” says Nicole Blake, executive vice-president, global marketing & consumer products at Classic Media. “There is a real excitement across the company to be a part of Voltron Force.” The original Voltron has seeped deeply into pop culture. Not only are there legions of fans who view the brand warmly, but the term Voltron has also become part of the vernacular. Looking on UrbanDictionary.com, Voltron is defined as a verb that means, “To combine or assemble individual things (which may function individually) made separately into a common meta-product where they all work together synergistically for a common goal.” Classic Media is leaning on this concept in creating its licensing program. The company is targeting key partners in toys, video games, DVDs, publishing, and digital to act as anchors for the property. Mattel has already been signed as worldwide master toy licensee. The goal is to have these partners, which Classic Media is in discussions with as of press time, ready their lines to make a big statement at retail in the summer of 2012. First things first, the initial Voltron-related products are already on the market. This is the classic Voltron and the program is directed toward hardcore collectors. This program will be ongoing. The next introduction phase will be a broader retro program that will be followed up by the new Voltron Force program that will be directed at kids. This strategy of building off of the foundation of the original Voltron is also part of the worldwide program distribution strategy. While Voltron Force is already booked to air on Nicktoons in the U.S. starting in spring 2011, Classic Media is paving the way for interna-
36 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Voltron Force
tional airing by seeding key markets with the original Voltron series. Once that series gains traction in these markets, the rollout of Voltron Force will be smooth. This strategy is one that Classic Media knows well. Its expertise is in taking classic brands and reinventing and reinvigorating them for a new generation of fans. “It is a double-edged sword,” says Blake. “When you have a classic brand you are not getting a clean slate, which is a challenge and an opportunity. You really have to get to the DNA of the property and figure out what it was that made it work the first time,” she adds. “Then you look at those elements and see how they translate today and how you can maintain the DNA of its heritage while making it current.” If the Voltron DNA is any indication, Voltron Force is poised to delight fans of the classic series while inspiring today’s boys to have fond memories of the series as they become adults. Classic Media is carefully managing the brand for long-term growth, so who knows how many generations of kids will grow to have fond memories of Voltron Force?
L EADING E XECUTIVES A WAIT H OLIDAY 2010 F EEDBACK WHILE G EARING UP FOR 2011 BY
A
s the toy industry heads to the Fall Toy Preview, holiday 2010 looms large as does the insight that the selling season will offer as toy manufacturers construct their lines for 2011.The industry is facing many of the same issues it had at this time last year. The economy is showing some signs of improvement and manufacturers are becoming more savvy at addressing the current economic conditions through product offerings and marketing. Toys & Family EnTErTainmEnT spoke with some leading toy industry executives to get a read on the toy marketplace. Below, in alphabetical order, are their responses.
Kevin Curran, general manager & senior viCe-PresidenT, Fisher-PriCe
From your perspective, what is the lay of the land at retail heading into holiday 2010? From a consumer confidence standpoint, we are obviously still in a recession mindset as we enter the holiday 2010 season. even the people who are employed are being very cautious about spending. Consumer caution will probably contribute to a shift of retail sales to later in the holiday season. While sales will come later, we do believe that total industry toy sales will be the same or slightly better than last year.
We continue to develop product over a broad range of price points. We are working especially hard at offering exciting new products to delight children at prices most parents can afford. The focus of our product development process remains squarely on innovation, but we do have a heightened concern for providing deep value in whatever product we put on the shelf. value, of course, doesn’t just mean price. We know creating toys that engage kids for hours and hours of play is the best way to offer value. Further, retailers generally do not want to compete on price alone, which is why there is a greatly increased emphasis on providing customized product lines and marketing programs. What are retailers looking for in terms of sKU counts and licenses? retail toy space has been reduced at some retailers, but increased at others, especially when you consider the growth of online toy retailing. everyone in the industry recognizes the need to offer productivity and profitability on the retail shelf, and that means making every sKu count. We also need to guard against unnecessary sKu “churn,” as this can put downward pressure on planogram profitability and add overhead for unnecessary new product development for manufacturers.
Karen dodge, senior viCePresidenT and ChieF merChanT oFFiCer, Toys “r” us How has the economy changed over the past
38 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
CHRIS ADAMS
year or so and how has it affected your strategies as you enter 2011? While we know there continue to be concerns about the economy and consumer spending, we love this time of year and believe it’s a great time to be a consumer. We’re developing and implementing competitive marketing programs. in addition, because we realize that today’s consumer is looking for ways to stretch their dollars and alternate ways to budget and make purchases, we have introduced programs like Christmas savers Club and layaway. Plus, with approximately 600 additional Toys “r” us express stores nationwide, we have doubled the number of Toys “r” us stores, and there are more ways than ever this year to shop with us. This represents an additional 2.4 million square feet of toy-selling space for the holiday season and is more than six times the number of Toys “r” us express stores the company opened last holiday season. What is your strategy to maintaining a healthy licensed product to non-licensed product ratio? licensing continues to be a key part of our strategy to offer a broad merchandise assortment that sets Toys “r” us apart as a global toy retailer. With more than 1,560 stores around the world, we have the unique ability to track global toy-shopping trends and provide specific insight into what kids and par-
ents want. Successful key licenses in domestic markets have translated into success abroad, forming true global promotions. Our exclusive product assortment continues to expand as we work closely with manufacturers to provide our customers with the hottest, first-to-market licensed products that bring kids’ favorite characters to life, including products based on Phineas and Ferb. Toys “R” Us was the first retail location to introduce customers to Phineas and Ferb products this past February. Phineas and Ferb toys are very popular among kids, especially young boys, and the toys offer a good value proposition, with many products available for under $20. Generally, we support toy lines based on popular franchises, as well as new movie properties as they translate well into product sales. For instance, to celebrate the highly anticipated theatrical release of Toy Story 3 this past summer, Toys “R” Us created the ultimate Toy Story 3 destination in all of its toy stores around the world, featuring dedicated Toy Story 3 boutiques, filled with the largest assortment of Toy Story-inspired toys, including action figures, construction sets, roleplay accessories, musical instruments, and electronic devices.
Daniel GROSSman, CeO, WilD PlaneT enTeRTainmenT What is the toy-selling climate at retail? The clouds of caution
have not lifted even as the economy has improved. With consumer confidence bobbing like an apple in a bucket of water, the retailers are managing their risk very carefully. many retailers appear to be paring back SKUs and focusing on making brand and line statements, which is consistent with our strategy. While we acknowledge that this industry is driven by new product, some of which does not always fit neatly into brand statements, we also realize that eventually products must have a home as part of a line, and, increasingly, that is the price of entry. in the coming year we believe that the retailers will continue to look for the longevity brands over the ephemeral licenses. We believe that both our U.S. and international markets will steadily improve and will provide a welcome reception for our new lines and products. The opportunities are to stay on trend, develop a line, and promote the benefits to the consumer.
ChRiS heaTheRly, viCe-PReSiDenT, DiSney TOyS
of themselves become their own form of content because kids bring the toys to life in their own homes every day. We don’t think of ourselves as a “licensor.” We think of ourselves as brand builders who happen to operate in a licensed model. it’s a different mindset. The secret is having really high quality and thoughtful expansions and reinventions of the brand over time that keep parents and kids involved. We have been able to grow Disney Princess every year for a decade with limited film support and sustain Cars for four years after the film at a very high level of business because we have been really clever about our brand strategies and finding new ways to play with our characters that keeps kids engaged with the brand. We are always looking for new aspects of the story we can bring to life. For example, this year, we had huge success with Color Changing Cars that worked with a playset based on Ramone’s paint shop from the movie. it’s a natural extension of the story and a whole new way to play with our characters that we hadn’t offered before. Kids immediately got it.
Disney has seen success in licensed toy offerings in a tough retail environment; to what do you owe this success? There is a lot of mediocre content out there, but when you have a film like Toy Story 3 or Tangled or TRON: Legacy, the whole family gets involved and it becomes both a cultural touchstone and a cultural event. But we know that toys in and
What are consumers looking for in a store’s toy department in terms of product and property mix? How are retailers meeting these needs in stocking their toy shelves? it’s important to recognize that the consumer is different at every account. even a customer who shops at both Walmart and Toys “R” Us has a different mindset when shopping at those stores. We try to work with retailers to optimize the products and programs that we offer to make sure they are custom-tailored to deliver what the customer is
40 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
looking for when they go to each store. You see a lot more from us these days in terms of exclusive products as a result. There are many properties out there that may be a kid’s favorite, but they just can’t find at their local store because toy space has been cut back and retailers are only focusing on top brands. For the most part, that has helped us because Disney has some of the hottest brands out there. But even we have some great properties that don’t get the broad distribution we think they deserve and I think that’s part of the reason you see online toy sales taking off so strongly and why Toys “R” Us has been able to regain market share the past few years. I am impressed, however, with what Target has done with its focal end-caps for movies and being able to really create a feature shoptype presence in its stores has been impactful—it is really a best-in-class example of how to flexibly scale up and down around a hot movie. Disney is on a roll right now. We have gained share across the board and are at the highest peak ever for our toy business. So the economy has really not been affecting us like it has some others. I think what we see in general is that, no matter what the economic circumstances, parents will still buy toys for their kids, and the toy business has held up pretty well through the recession. What has changed is a return to basic play and move away from gimmicky features. Parents are really seeking out toys like LEGOs or basic dolls or really open-ended playsets like Imaginext that kids will play with again and again; they are really steering
clear of things their kids will play with one time and never pick up again. How do you find the right balance between new media and traditional media for your toy marketing strategies? We are absolutely looking at social media and the internet as a way to communicate to our consumers news about our latest products. We have done a very effective series of videos on our Disney Living YouTube (http://www.youtube.com/disneyliving) channel including some that John Lasseter recorded for us to support our Toy Story collector toys. We saw an immediate retail lift once those videos were posted, and we know it has driven the success of that line. We could never afford to do a three-minute spot like that to speak to collectors with traditional media. We are also looking at ways to connect with younger consumers, particularly tweens. For younger-aged kids, we still find TV to be more effective, unless you are trying to target mom. As sexy as online media is, however, we think retail marketing is possibly even more impactful. For Toy Story, we had shop-inshops at every retailer and really were clever about how we leveraged their marketing touch points. For Cars 2, we will take this to the next level. TV is still a significant factor, but it’s not the only game in town any more. It’s a balance between TV, online, and retail that’s most effective.
them a standout toy in a tough retail environment? What were the keys to your marketing strategy for that launch? We put an innovative toy in the hands of our customers and listened intently to their response. We listened to their comments, made adjustments where needed, and priced the product appropriately. We give them the credit for the success of Zhu Zhu Pets. A product needs to capture the imagination and hearts of children and offer value. The fundamental principles still apply in that kids—and parents—want simple magic and imaginative play, and Zhu Zhu Pets offers both those things. Again, our focus has always been, and continues to be, to provide innovative and fun toys for kids. Last year, we were rewarded for that focus by children all over the world. We are working extremely hard to offer even more exciting choices to young children this year and beyond. Kung Zhu was the first in a long line of new Zhu Zhu Pets that we plan to introduce to reinforce our position as the leader in innovative toys for children.
SøREn TORP LAURSEn, SEnIOR VICE-PRESIDEnT, LEGO COmPAnY
RUSSELL HORnSBY, CEO, CEPIA What was it about Zhu Zhu Pets that made
42 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
What is your strategy to maintaining a healthy
licensed product to non-licensed product ratio? Licensing brings a lot of benefit to the toy business, channeling the popularity and buzz of properties into demand in the toy aisles, but at the same time brings uncertainty through what often tends to be the “roller coaster effect” of properties and their hype. We spent several years in the early stages of our licensing program coping with the peaks and valleys of the business and think we have found a winning strategy in managing for success: —Find an evergreen franchise that provides foundational strength. For us, it’s Star Wars—a timeless story that’s popular among adults and children that lends itself well to construction play and reinvents itself through television and gaming. Star Wars was the first license in the LEGO portfolio and continues to be one of our strongest lines. —Secure licenses that have strong recruitment potential. Disney’s Toy Story and Cars properties are great additions to the LEGO family because they bring opportunity for dual-platform play development (DUPLO for younger kids, LEGO System for older kids) and represent stories that bring new children to construction. —Strategically launch opportunistic licenses with strong potential. This year, we brought Disney’s Prince of Persia to life in LEGO form to great success. We were one of only two toy manufacturers on board and we knew that the property would have strong construction play appeal even though its life cycle would not be long-term. Harry Potter is another great example. A solid property with massive construction play appeal, LEGO Harry Potter was one of our bestselling lines a
few years back that we’re relaunching now as part one of the final movie launches along with a deeply engaging LEGO Harry Potter video game. At the same time that we leverage the power of licensing, we also recognize the strategic necessity of strong core business of non-licensed themes. We have really hit our stride in managing a balanced business, with 2009 delivering one of the first times every one of our product lines—licensed and nonlicensed—grew beyond plan. In 2010, we’re mindful of leveraging the momentum and lessons learned to continue the trend of delivering a quality construction experience through relevant themes and stories for builders of all ages. It appears as if consumer spending is starting to rebound across all sectors, and that the worst of the economic downturn is over. It’s too early to tell right now, especially for toys, how strong the consumer support is since the majority of toy sales happen in the latter part of the year. However, the record growth we recorded in 2008 and 2009 does not appear to be slowing so far in 2010, and we’re on track to set another “LEGO record.” As we look to 2011, our strategy remains to deliver the strongest, most compelling mix of products for builders of all ages—through a balance of homegrown themes and licenses—that maintains the strongest profit possible for our retail partners. When we expand the brand, we’re strategically committed to doing things that are obviously LEGO, but never seen before— a philosophy that has allowed us to penetrate the children’s board games category in a big way in the U.S. this year. For 2011, we’re putting a new spin on LEGO play with a new
44 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
franchise for boys. We have some very strong licenses from Disney that are new to the LEGO world, growth drivers for DUPLO, a few new board game concepts, and a core portfolio of novelties that will make 2011 another banner year. What influence has the continuing growth of new media had on your marketing strategies? The media landscape continues to change, which provides an exciting challenge for our marketing department. The majority of LEGO play is in the building; but there is room for inspiration, storytelling, and roleplay that then fuel kids to keep building and re-building. With so many new avenues to communicate with children, and a particular focus now on content and gaming, we have a great opportunity to bring the LEGO brand to life in a way that caters to this other side of LEGO play that furthers a child’s engagement with our brand and our products. Certainly, we leverage all of the traditional marketing tactics to reach children, but we also have been allocating resources to create a “surround sound” engagement effect through online media, events, casual and licensed gaming, and our LEGO Club. At the end of the day, we find the right balance by constantly checking in with our bosses—children who love to build—to be sure we’re everywhere they expect us to be, want us to be, and need for us to be to maximize their LEGO experience.
ErIC LEvIn, PrESIDEnT, TECHnO SOUrCE
From your perspective, what is the lay of the land at retail heading into holiday 2010? Retailers seem to be cautiously optimistic going into holiday 2010. They appear to have high hopes for a number of key items and there’s a general sentiment that consumers are more settled than they were last year. That said, when it comes to inventory levels, there is still a strong feeling among retailers that it is better to be safe than sorry. Many retailers would rather “chase” hot items than take a chance on being overstocked. Techno Source has always been value-minded. As we head into 2011, what does value mean in the eyes of consumers? How are you addressing that? What we saw throughout holiday 2008 and all of 2009 proved our core belief that it is value, not price, that is the most important issue to consumers. We fundamentally believe that consumers are smart and that they recognize when a product is or isn’t worth the money that they are being asked to pay. When times are tight, consumers tend to eliminate the products that they care about least, not the products that cost the most. We have seen this play out in our markets time and time again over the past two years—they have been value driven, not price driven. Since value has always been at the core of our product development process, we haven’t had to change much to be on trend in this market. However, we have had a great chance to gain market share from the companies that just don’t understand the value equation in consumer markets.
The economy has definitely stabilized over the past year. Companies are settling into the idea that slow to no growth may be the norm, but that the sky isn’t falling. As long as we have some stability, we can plan and execute as an industry. Times like these demand that companies remain focused and plan ahead. Techno Source has embraced this strategy over the past few years, and it’s one that will continue to guide us as we head into the next selling period.
MARk SCHAffneR, exeCuTive viCe-pReSidenT of ToyS, BAndAi What is your strategy to maintaining a healthy licensed product to nonlicensed product mix? Great licenses provide great value—make no mistake. As a leader in character merchandising, our goal will be maintaining our valued relationships with the licensing community to drive our business in all categories. in 2011, we are looking forward to continued growth and a robust line of consumer offerings as we have several exciting new properties hitting store shelves that year. Additional details about those properties will be released in the coming months. our marketing strategies that address our outlook revolve around the crucial keys to success—driving innovation and providing the price/value relationship, which in turn drives demand.
46 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
MARk SullivAn, exeCuTive viCe-pReSidenT of MARkeTinG, Spin MASTeR What is your outlook for 2011 and how will your product offerings and marketing strategies address the realities of retail in 2011? Spin Master believes that marketing exciting, innovative product can succeed at retail—no matter what the circumstances. We will be conscious of pricevalue, but we’ll be moving forward, as we always do, with new cool stuff. That means new exciting brands and new entertainment properties. We are aggressively growing our portfolio. in terms of marketing, we know what works. There are ever increasing ways to communicate to the consumer today, so we are constantly testing to find what works best for each item or brand. Spin Master has always used a variety of marketing levers and new media is no exception. We will continue to use the same level of traditional media because it is very effective at reaching our consumers. There are endless new ways to costeffectively reach the consumer with new media. Where they can be impactful, we’ll implement them. Relying too heavily on popular new media is not the answer, but using those new avenues with our traditional tried-and-true strategies is working well for us so far.
2011 T OY P REVIEW
COMPILED BY LAURIE LEAHEY AND
PAUL NARULA
From October 5–8, toy manufacturers and retailers will converge in Dallas, Texas, for the Toy Industry Association’s annual Fall Toy Preview. A precursor to February’s Toy Fair, this show gives attendees a look at the hottest toys for 2011. The following pages give a taste of some of the toys that will be exhibited inside the Dallas Market Center.
ESPN C ONSUMER P RODUCTS
B ASIC F UN
The ESPN Pro-Style Hangin’ Hoops from Moose Mountain hangs in a bedroom, dorm room, or office. Inspired by the backboards seen in professional basketball games, ESPN ProStyle Hangin’ Hoops features a clear polycarbonate backboard and a metal breakaway rim, and includes a basketball. The ESPN Game Shot 2 in 1 Game Center is two games in one: basketball and darts. The basketball game features an LCD scoreboard and game clock, arcade sound effects, and two basketballs. The electronic dartboard features scoring for up to eight players, 13 games, and 80 variations. The LCD scoreboard automatically keeps score.
Basic Fun is bringing back classic Fisher-Price toys, including the Fisher-Price Music Box Record Player and the Fisher-Price Changeable Disk Camera. The Fisher-Price Music Box Record Player features a classic wind-up mechanism that plays the records as they spin around the turntable. Each player comes complete with five individual records featuring 10 songs (two songs per record), a convenient compartment for storing the records, and a built-in handle for tunes on the go. Beautifully designed with vintage graphics and a retro color palette, the Fisher-Price Music Box Record Player is for ages 18 months and up. The Changeable Disk Phineas and Ferb Connect 4 Roll & Go Camera features interchangeable picture disks that are advanced by pressing the shutter button. The viewfinder also features a changeable color wheel for cool effects. Other features include a take-along strap and a rotating flash cube. It comes complete with five picture disks featuring Nursery Rhymes I, Nursery Rhymes II, Goldilocks and The Three Bears, Animals and Their Babies, and A Visit to the City. Basic Fun will introduce electronic carabiner games based on classic gaming and traditional game titles, including Tetris, Space Invaders, and Hasbro game titles, such as Yahtzee, Connect 4, and Operation. Connect 4 Roll & Go is the first full-sized, take-along version of Hasbro’s Connect 4. Basic Fun’s innovative packaging features a game play grid that collapses, stores all the game pieces, and becomes the take-everywhere canister. The Connect 4 Roll & Go line offers a full range of licenses that appeal to both boys and girls including Phineas and Ferb, Hello Kitty, Transformers, and SpiderMan.
ESPN Pro-Style Hangin’ Hoops
T HE H AYWIRE G ROUP The Haywire Group’s The Cat’s Pajamas is a no-readingrequired game for players ages 3 and up. Each player’s cat is wearing five pairs of pajamas. Depending on where the cat lands on the board, if it has a matching top or bottom—either in color or pattern—the player can remove a pajama piece. The player to be the first to get his cat down to his “Nighty Whiteys” wins. 48 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
2011 T OY P REVIEW C ARDINAL
L EARNING R ESOURCES
Cardinal adds unique licenses and brands to classic product for 2011. New licensed games and puzzles will include Chuggington, Thor, Captain America, Family Guy, and Cars 2. Family Guy product will include trivia games, dominoes, playing cards, and puzzles that feature wood puzzles past and present Family Guy characters. Cardinal has created an extensive line of traditional wood puzzles. From educational puzzles and knob puzzles to wood compartment boxes filled with assorted puzzles, each product features unique packaging and design.
Learning Resource’ newest products include Pizza Mania, an early addition and subtraction game. Players must listen closely as the pizza chef calls out the order. Pile on the toppings, keeping track of the total. There are two modes of play: Chef Says and Pizza Panic. The game includes a talking pizza chef, four pizzas, and 32 toppings. It requires three AA batteries. Pizza Mania is for two to four players ages 4 and up. Smart Snacks Rainbow Color Cones Game is a board game that helps kids with color recognition, as well as social interaction. It also helps kids learn to follow directions. The game includes a board, 30 scoop cards, four double-sided ice cream cone cards, a spinner, and four ice cream cone game pawns. It is for ages 3 and up. Another new Smart Snacks game is Peek-a-Boo Color Muffins. A set of five muffins in a muffin stand encourage color recognition as kids match the “fruit filling” to the colored muffin bottom. The game, for ages 2 and up, is also designed to help kids with color Smart Snacks Rainbow Color Cones Game matching and fine motor skills. The Time Tracker Mini is an easy-to-use, simple visual timer that features a clear, three-color lighted display. Time can be set in fiveminute increments, from five minutes to two hours. It requires three AAA batteries, which are not included. The Pretend & Play Chef Set engages kids in roleplay and social interaction. The set includes a large two-handle pot with lid, a one-handle pot with lid, a skillet, a spatula, a wooden cook’s spoon, a quilted oven mitt, and play food pieces. The play food pieces include a chicken leg, fried egg, carrot, and corncob. Pretend & Play Chef Set is for ages 3 and up. Kids can capture and investigate backyard bugs with the Big View Bug Jars. This set of six bug cylinders comes in six colors. The jar tops include “wings” that open to reveal a magnifying lens. Big View Bug Jars are for ages 3 and up.
W INNING M OVES G AMES With Winning Moves Games’ Tile Lock Scrabble, Scrabble words won’t slip away thanks to this board’s clever “tile-lock” design. There are also soft pads on its bottom that allow players to slide the board across a table to rotate it for a better view. And, the compact size of the board, tiles, and racks, make the game travel-friendly. Tile Lock Scrabble contains a plastic Scrabble game board with tile lock system, 100 plastic Scrabble letter tiles, four plastic tile racks, a drawstring bag for holding the tiles, and instructions. It is for two to four players ages 8 and up.
50 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
2011 T OY P REVIEW W ILD P LANET
K IDS O NLY
Wild Planet is relaunching Aquapets seven years after the original U.S. debut. Updated versions of eight fan favorites will appear in redesigned aqua pods, offering new games and increased interactivity. These floating three-dimensional figures are designed for girls 6 and up. Each thumb-sized character has its own look, sounds, and songs, and lives inside a raindrop-shaped case. The creatures come alive when kids, or other Aquapets, interact with them. A microchip, microphone, and speaker housed in the toy’s base enable Aquapets to register and respond to sound. Each character replies with movement and melody. The more kids play with their Aquapets, the more songs the Aquapets will perform and the livelier they’ll become. Talk to Aquapets or engage them in one of three new interactive games: Memory Moov (a memory-building sequence game), Aqua Speed (a fast-paced reflex challenge), and Bubble Boogie (a fun and silly way to make an Aquapet dance). Each character also has a sleep function. Translated from Japanese as “lightning speed,” Denkosekka is a fastpaced battle system based on coordination and agility. Players collect rare and valuable discs to achieve the highest score. The battle begins with each player armed with a Denko Catcher—a retractable yo-yo that has a single magnet Aquapets securely embedded in its covered base. An adjustable loop at the end of a cord attaches the Denko Catcher to the player’s finger, enabling the catcher to quickly return after being thrown toward the ground to retrieve Denko Disks. If the magnetized tip of the catcher lands on the metal-coated center of a Denko Disk, the disc will adhere to the catcher. The player who threw the catcher will keep the disc and earn points. Denko Catchers and Denko Disks come in different weights, colors, and themes. Discs that match the color of the catcher are worth double points. Battle mats earn quadruple points. Depending on their rarity, size, and shape, Denko Disks are valued at 10–50 points each, with highly collectable 100-point discs in limited circulation. Denko Disks and Catchers are available in several product options: Denko Disk Pack, Denko Starter Pack, Denko Battlemat Pack, and Denko Battle Set.
Kids Only has a variety of licensed and non-licensed children’s furniture pieces for spring 2011. The Cars and Disney Princess Toddler Swings each feature sturdy plastic construction, high back support, an adjustable safety seat belt, and inlaid graphics and decals. The swings include hanging hardware and heavy duty ropes. They are for ages 9–30 months and have a weight limit of 50 pounds. Grillin’ with Bubbles is a kidsized grill and bubble blower. It blows bubbles while kids “grill.” Features include sturdy plastic construction, washable plastic surfaces, two countertop prep spaces, clicking knobs, and a lid that opens and closes. Grillin’ with Bubbles includes a spatula, tongs, a hamburger with buns, a hot dog with bun, and bubble solution. Two AA batteries are required but not included. It is for ages 3 and up.
52 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Grillin’ with Bubbles
FANTASMA Fantasma’s Hand Runner remote-controlled hand toy features 360 degrees of motion with fully functioning, articulated fingers for a realistic look. It can move over any smooth surface, such as floors or walls—it even moves upside down. The Hand Runner is controlled wirelessly via its combination remote control and charging station, which requires six AA batteries (not included). Each hand comes with its own limited-edition collector’s comic book.
2011 T OY P REVIEW R AVENSBURGER
T HE B RIDGE D IRECT, I NC .
Ravensburger’s new line of licensed products features the Highlights magazine brand. The rollout of the 2011 collection begins this fall with a trio of colorful puzzles, including a 100piece That’s Silly! On the Farm puzzle and a 60-piece That’s Silly! Farm Stand puzzle. Ravensburger also will release a 35piece Hidden Pictures Something’s Fishy puzzle based on the Hidden Pictures games in Highlights. R a v e n s b u r g e r ’s Animal Planet line captures the “all things animal” theme of the TV network. The upcoming product assortment will include 10 original puzzle designs ranging from 100—500 pieces, including Discover & Learn concepts (puzzle with fact booklet) and special packaging. Ravensburger’s 3-D, triangle-shaped puzzlepyramids feature flexible hinged pieces that are numbered on the inside and snap together easily to showcase a different design on each side. The introductory puzzlepyramid collection will include five 240-piece designs: Impressions of Africa, Sunset in the Desert, Essence of Egypt (shown), Spirit of the Seas, and Enchanted Dream World. Ravensburger will also introduce a children’s puzzleball assortment in three new piece counts. Each puzzle in the 24-piece collection comes with a half bowl template on which children can construct each side of the puzzle before connecting them together to form a sphere. The new 24-piece puzzleball introductions include designs for Chuggington and Highlights, as well as two educational-themed products—Numbers and Farm. The 108piece puzzleball collection includes Ocean World of Colors, Children’s World Map, Unicorns, Dinosaurs, and Enchanting Princess. Ravensburger’s 180-piece puzzleball includes an XXL Children’s Globe with Rotation Stand and facts about the world.
The Bridge Direct, Inc., will produce a variety of Justin Bieber toys. Justin Bieber Music Video Collection Singing Figures feature Bieber’s signature hairstyle and trendsetting fashions straight from his music videos. These highly detailed 12-inch figures play a 30-second clip of one of Bieber’s hit songs, either “Baby” or “One Less Lonely Girl,” and come with accessories, such as a guitar or a director’s chair. Also included is a mini photo book with photos of the singer. Zhu Zhu Pets products include Zhu Zhu Pets Take Alongs Figure Packs, which come with pocket-sized figures. Each figure pack includes a Zhu Zhu Pets character, along with its own Zhu Zhu Pets house. There are also Take Alongs Playsets with slides, swings, and picnic tables for the mini Zhu Zhu Pets figures. Each Playset includes one Zhu Zhu Pets figure. New Busytown toys include the Busytown Play System. All the pieces fit together to form one Busytown play environment. The collection includes Destination Playsets, as well as Roadway Playsets. The Deluxe Town Hall Playset is the center of Busytown with tons of working “busy” features for extra play. The Busytown Figure TwoPacks include either Huckle and Hilda, Sally and Bananas, or Mr. Fixit and Sgt. Murphy. These 2.25-inch articulated figures can be used with Busytown building playsets.
54 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
J AY
AT
P LAY
Animal Planet and Jay at Play will debut several new plush, including 16-inch Pick Me Up Cuties, featuring a yellow lab, St. Bernard, and dalmatian. Chatter Monkeys resemble three different capuchin monkey species and come in brown, tan, and chocolate colors. Wild Eye products include Endangered Interactive Plush, a 14-inch cheetah, snow leopard, Siberian tiger, and white tiger. Wild Eye Dinosaur Interactive Plush features a 14-inch Triceratops, T.Rex, and Pteranadon. Wild Eye 4-Legged Standing Animotion plush are nine inches tall and include an Asian Elephant, snow leopard, and Siberian Tiger. The nine-inch Cuddle Plush include a chimpanzee, elephant, tiger, fox, bear, and cheetah.
2011 T OY P REVIEW D IG -I T G AMES
L AFAYETTE P UZZLE FACTORY
Roman Town, from Dig-It Games, turns the archaeological fantasy into reality. Players take on the role of archaeologists and experience the thrill of discovering and interacting with ancient artifacts. Gameplay involves excavating a site, analyzing artifacts, and reporting findings just like real archaeologists. The game has built-in evaluations (miniquizzes) to ensure players are absorbing the information presented. The 3-D graphics and in-depth factual information present a detailed, historically accurate view of the Roman world in 79 AD.
The Lafayette Puzzle Factory’s 2011 line of puzzles, educational products, playing cards, and calendars includes new Crayola Chalkboard puzzles. New titles include maps of the USA, Canada, South America, and Australia. Beat the Clock Puzzle sets include three different puzzles with different piece counts (60-piece Easy, 100piece Medium, and 300-piece Expert). Time how long it takes to put the puzzle together using the included stopwatch. The Lafayette Puzzle Factory has created a fun line of large shaped puzzles, called Giant Shaped Puzzles. The line features three shapes—a hot air balloon, a jumping dolphin, and a butterfly. Each puzzle features 500 uniquely shaped pieces and measures almost three feet at its widest point. Pop-Up Film Puzzles come with a 3-D piece of film, which attaches to the assembled puzzle. The film takes elements from the puzzle and puts them front and center giving the illusion that the elements are flying off and in front of the actual puzzle. Each puzzle comes with glue and all the items necessary to create a unique puzzle decoration. The Frame It Line of folk art puzzles includes a real pine wood frame, puzzle glue, and hanging kit. Once the puzzle is assembled, glue the puzzle together and assemble the frame. The frame is already partially assembled and includes easy-to-follow instructions. SPCAI Deluxe 100-piece puzzles are the result of a partnership with the Society for the Prevention of Cruelty to Animals International (SPCAI). This line of puzzles features a collection of dogs and cats. Each box features the pet on the puzzle and tells the story of how SPCAI is helping pets all over the world. The Lafayette Puzzle Factory has created special packaging for its new line, Fodor’s Places to Visit Puzzle Books. Two introductory titles— Washington D.C. and Hawaii—are 500-piece puzzles designed to look like a travel book. The box features a 16-page book with travel advice, sightseeing suggestions, and background about these popular destinations.
T IER TOYS Tier Toys’ newest stacking toys include the Animal Stackers Pet House. This red-roofed dog house looks like a doggy daycare with fencing, dog cages, feeding dishes, pups of all shapes, and a main dog house. When playtime is finished, every one of the 44 accessories has a storage slot in one of the eight stackable layers. The Animal Stackers Barn Yard comes with 51 detailed figures stored in five tiers. The red-and-white barn overlooks horses, sheep, pigs, and cows. Everything from the rooster on the roof to the red tractor and white fencing recreates a downon-the-farm experience. The red, white, and blue boat that is the Animal Stackers Sea X-Plorer contains 44 detailed figures in nine layers of storage space. Figures include starfish, octopus, sharks, shipwrecked items, and deep-sea divers. The ship hoists a yellow submarine attached by hook and rope. 56 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
2011 T OY P REVIEW J AKKS PACIFIC
F UNDEX Fundex will be producing the new Barbie Bracelet Chase game. Each player wears five bracelets and draws a card that allows them to collect, trade, steal, or wear bracelets on their arms. The first player to 10 bracelets wins.
For spring 2011, Jakks will be updating its Disney Fairies line with new figures and environments. The Flit & Flutter Fairy assortment allows girls to play out flying fantasies with their favorite fairies. Each figure’s wings flutter with the touch of a button. The Fairy with Pet assortment combines fairies with pets from Pixie Hollow. Each set includes a pet bed, pet blanket, and pet food. Jakks will also be creating a play environment for the 4.5-scale figure line, including Tink’s Pixie Kitchen and Silvermist’s Pixie Bath. Finally, Jakks will introduce a nine-inch deluxe fashion fairy doll line. Each Party-N-Play themed doll comes with extra fashions and accessories for more play value. Jakks will also be revitalizing the Cabbage Patch Kids with a brand “rebirth” for fall 2011. Kids can adopt a Cabbage Patch Kid of their own, with unique personalities and traits ranging from artsy to fashionconscious. New assortments include Nighty Night babies with light up toys and A, B, C—Play With Me! electronic feature toddlers. For 2011, Hello Kitty will be introducing the Hello Kitty World Collection. This new assortment includes collectible figures in specific world locale themes such as Japan, Holland, and Hawaii. The world homes all connect together to create a single giant Hello Kitty play environment.
E NDLESS G AMES In the new Don’t Drop the Dishes stacking game from Endless Games, players draw cards to see which pot, pan, colander, or casserole dish to add to the tower of dirty dishes without knocking them over. If a player drops the dishes on their turn, they lose. In Dueling Dice, players play against one another in a variable dice game. Rolling the Master Die determines the “Point” after which players roll their own three dice at once to score first.
S CHLEICH Schleich will be introducing a number of new products for 2011. The company will be expanding its Smurfs line with additional Smurf collections. Schleich will also be introducing the New Texas Longhorn Cow and Texas Longhorn Calf to the World of Nature line.
Smurf House
58 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
2011 T OY P REVIEW C EACO Ceaco will be introducing a number of new games and puzzles for 2010. The Baffler, created by artist Chris Yates, features three new unique puzzle designs with no straight edges or overlapping images and 69 unique shapes. Ceaco has also licensed three new images from casual game company Big Fish Games. The Hidden Expedition series of hidden image assortments allows players to explore Mount Everest, the Titanic, and the Amazon. Gamewright, a division of Ceaco, has signed an exclusive agreement for the worldwide publishing rights for Knightweaver Games’ card game Patchwork. Gamewright will change the name of the game to FlipOut and launch it in early 2011. FlipOut is a light family strategy game of pattern matching.
K’ NEX K’nex will be introducing a number of new products for all age ranges. The new Kid K’nex sets include the Ocean Pals Building Set and the Farmyard Building Set. Each set includes ideas for more than five models. For older kids, K’nex will capitalize on the Monster Jam license with the new Ultimate Grave Digger Experience building set. Kids can build the Grave Digger and Grave Digger Legend monster trucks. The company will also introduce a number of new NASCAR-licensed products, including two NASCAR assortments that will allow builders to produce multiple NASCAR vehicles. K’nex will also be introducing new Nintendo-licensed K’nex kits, including the Mario/Luigi/Yoshi Standard Kart Building sets. Builder can recreate the vehicles from Mario Kart Wii with pull-back, motorized action. K’nex will also be introducing the Cosmic Twist Coaster, a new high-speed space themed coaster with more than 19 feet of track.
Cosmic Twist Coaster
M OOSE M OUNTAIN P UREMCO The new Sentence Cube Game from Puremco is a fast crossword-style sentence game. Players roll words out of the cup, start the timer, and create sentences. The highest score wins.
60 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Mouse Mountain will be introducing the Mickey Mouse Clubhouse All Star Ball Bop. The play environment features 20 soft flex balls, a jingle ball bop, and a large inflatable base. The balls can be rolled down the inflatable ramp. Mini Racer Moose Mountain will also Ride-On introduce two new Fisher-Price brand ride-on toys. The Little People Wheelies Mini Racer Ride-On converts into a raceway ramp for two Wheelies. The Fisher-Price Jr. Dump Truck RideOn has a real working dump bed with sounds, music, and underseat storage.
2011 T OY P REVIEW M EGA B RANDS
D UNE C RAFT
MEGa Brands has created a new Hello Kitty line of MEGa Bloks for 2011. Kids will be able to build, furnish, and embellish a number of new Hello Kitty settings, including the Hello Kitty Create & Decorate House, Hello Kitty Flower Shop, Hello Kitty Sweets Store, Hello Kitty Store, and Hello Kitty Build & Play Garden Hello Kitty Pastry Chef assortment. MEGa Brands will also be introducing Hello Kitty Collectible Buildables, which are seven-piece Hello Kitty buildable characters. MEGa Brands will also be expanding the Blok Squad line with the new Military Base Playset and Space Mission Base Playset. The company will also release a number of new assortments for different themes, including astro Exploration, Military Mission, Construction Site, Police Force Pursuit, and more. The new Dragons Universe line from MEGa Brands features a modern and sci-fi twist on the classic warrior versus dragon style of action figure play. Kids can play with the villainous Predavor dragons and the heroic dragons on the side of humans in the war for the Power Cores. Figures and vehicles include the Ultimate Dragon, The Hyper assault Dragon Slayer, Rapid Fire Dragon Fighter, and more.
DuneCraft will be introducing two new aquatic-themed terrariums, the Mermaid and Pirate gardens. These include color stakes, decals, background cards, and more. The company is also redesigning its line of Micro-Terrariums and including two new themes for the line—Johnny Jump Up and Mint. DuneCraft is expanding on its hydroponics line with the new Hydroponic Flytraps Dome, where children can grow their own meat-eating plants. In addition, DuneCraft is releasing the new Organic Edibles line, which allows kids to grow edible vegetables in the provided kits. Herb Capsules are another new product that provide everything needed to grow various herbs such as basil, thyme, and parsley. Finally, DuneCraft is also expanding its Spit Balls line with the new Glow in the Dark Spit Balls, which are reusable. The new Waterbalz can expand from the size of a marble to the size of a racquetball with the addition of water and will explode when thrown or dropped.
G IDDY U P In the new Scientific Explorer’s My First Music Kit from GiddyUp, kids will find everything they need to start a band with instruments they can build themselves. Children can build their own musical shaker, drum, guitar, and more, while learning about the science of how sounds are created.
Ultimate Dragon
62 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
2011 T OY P REVIEW G ALISON /M UDPUPPY P RESS
S ILVERLIT Based on Marvel Studios’ 2011 summer movie, The First Avenger: Captain America, Silverlit’s Captain America motorcycle will feature race mode and wheelie mode; forward and spin function; and a fixed figure on the bike. Head Shotz is a new line of collectible characters that compete in R/C battle. Geared Head Shotz toward boys 5–9, the R/C characters of Head Shotz roll, battle, open to attack, and shut down the opponent’s ability to function. The line will launch with four characters and three battle groups in fall 2011.
64 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Galison/Mudpuppy Press’ popup Playspaces feature two sturdy interlocking boards that create four individual 3-D scenes. Standup characters are included. Choose from six designs including In the Castle, My School, My House, At the Garage, Monster Mansion, and In the Barn. Wooden Magnetic Sets are made up of illustrated wooden numbers and letters with magnetic backing. Each set contains 40 pieces and comes in an illustrated milk carton case with resealable double snap closure. Choose from four designs including Painters Palette Letters, Painters Palette Numbers, Playful Patterns Letters, and Playful Patterns Numbers.
Wooden Magnetic Set Playful Patterns Letters
2011 T OY P REVIEW S PIN M ASTER Spin Master will be introducing a number of new products for 2011, as well as updating its most popular lines. The new Air Hogs Vectron Wave Battle is a shoot ’em up challenge that is an update of the Vectron Wave hovering UFO. Players attempt to shoot down the Vectron Wave with the Laser Shooter. Brand new for 2011 is Spin Master’s Party Animals. The new plush line of bears features a number of costumes for dressup play. Each pack includes one bear, one costume, a dangler string, a collectible sticker, and a collector’s guide. The new Zoobles Birthday Playset includes a surprise pop-open elevator to move Zoobles up and down while they pop open, more hot spots to pop Zoobles open to life, a slide, and accessories for birthday party-themed fun. Spin Master will also update the LIV doll line with the new LIV Dance Dolls. The new dolls can move their legs to real dance movements and each one comes with a themed wig. New from Spin Master are the Mighty Beanz Machines, a new extension of the Mighty Beanz line. The Mighty Beanz Machines are vehicles for the collectible Beanz that make the trademark movements of the Mighty Beanz as they are LIV Dance Doll pushed around. Each vehicle comes with an exclusive Mighty Bean.
I NNOVATIVE K IDS New from Innovative Kids are the Green Start Play, Draw, Create kits. Each kit contains a magnetic dry erase board, magnetic play pieces, dry erase markers, a write-on/wipe-off activity book, and more. The company will also be introducing Now I’m Reading Flashcards for ages 3–7. The Slide, See, & Say kit combines flashcards and phonics to further a child’s reading experience by revealing each word gradually. Innovative Kids will also build its Soft Shapes line with new puzzles, such as the Deep Sea Dive and Busy Little Farm Chunky Puzzle Playsets. It will also introduce two new games in the Soft Shapes line. The Dog Tag game features two dogshaped squirters and 10 floating animals in a race to knock over each animal with the squirt toy. The Memory Match Catch game includes a fishing net and 20 colorful floating fish. Kids use the net to catch and match pairs of fish. Deep Sea Dive Chunky Puzzle Playset
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W ILD C REATIONS
S KULLDUGGERY MaxTraxxx is Skullduggery’s new 1:64 scale standard race system. The side-by-side easy-launch racing system is engineered directly into the design with built-in starting gates and expandable racing lanes. Players can race from one to 20 friends at once as long as they can attach new MaxTraxxx track. Twenty feet of track and two Light Marble Racers are included in every starter set.
Dave the Funky Shoulder Monkey
New from Wild Creations are a number of new remote-controlled animals. The remotecontrol rat flips over using its tail. The R/C Mouse features life-like movement and whiskers. The R/C Sky Bird has authentic wing flapping and can fly up to 60 feet away. Dave the Funky Shoulder Monkey can show a wide range of emotions and obey a number of commands from his IR remote.
U NCLE M ILTON Uncle Milton’s new Tarantula Planet line builds on the success of the Uncle Milton R/C Tarantula with a line of four new Tarantula sound-activated tarantulas Planet with their own unique looks. These tarantulas will scurry across any flat, smooth surface with real spider-like movement at the sound of a clap. Each tarantula has its own theme and Uncle Milton will release accessory lines to build on those themes. Uncle Milton has also signed a licensing deal with The Jim Henson Company to develop a line of science-themed educational toys for the Dinosaur Train brand. The Uncle Milton licensed product line will launch in North America in spring 2011, and in the UK, Spain, France, and Australia in fall 2011.
OCTOBER 2010 TOYS & FAMILY ENTERTAINMENT 67
2011 T OY P REVIEW B UFFALO G AMES Buffalo Games announces the launch of two new jigsaw puzzle series for 2011. The new series will include four images in a 1,000-piece count by Civil War artist Mort Kunstler and four paintings in the 500-piece count series by American caricaturist and illustrator C.F. Payne. Additional puzzle series will be announced soon. Kunstler has painted everything from portraits of prehistoric American life to the odyssey of the space shuttle, but his reputation stands as the premier artist within the genre of the Civil War. C.F. Payne’s paintings have graced the covers of Time, Sports Illustrated, Rolling Stone, Esquire, and National Geographic, among others.
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T HE G OLDBERGER C OMPANY The Goldberger Company will produce a new line of baby dolls based on the popular Shoobeez dolls originally introduced in 2000 by Just Toys, a division of Just Group UK. The original Shoobeez dolls, plush character dolls with big eyes and outstretched hands wearing oversized shoes, could stand up on their own. Goldberger’s Shoobeez baby dolls will be dressed in colorful outfits and will also be able to stand up on their own. They will be wearing animal slippers and will come with coordinated soft accessories appropriate for children ages 0–3, including baby pet companions and tote bags. a painting by C.F. Payne
TOY Q UEST New in ToyQuest’s Banzai line is the Aqua Tech Transmorpher. Customize this water blaster to build up to 11 different water blasters (from a target shooter to a small quick-draw blaster) that shoot over 25 feet. The Banzai Laser Scope Blaster is a precision-shooting water blaster. The LED target light and scope allow kids to blast water more than 25 feet. Banzai Dragon Drenchers are Aqua Tech medieval monsters that blast a stream of Transmorpher water up to 30 feet. They are easy to fill with any basic hose. ToyQuest will also introduce a variety of outdoor products for Cars
2. The Spray ’n Play Lightning McQueen Sprinkler is easy to inflate and attach to any garden hose. Run, jump, and race around McQueen while the sprinkler sprays. The Cars Spin ’n Splash sprinkler features Mater and Lightning McQueen. This spinning sprinkler connects to any garden hose. Mater and McQueen chase each other around the racetrack, and the spinning action creates whirls of water swirls. Race to the Finish Slide is a two-lane water slide. Kids can race through the water arches and grab the finish flag first to win. The slide includes two character body boards.
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2011 T OY P REVIEW A LEX Alex will release a number of new tub toys for children. The Dirty Cars car wash suction cups to the tub wall and lets kids dip two cars into warm water to watch the “dirt” disappear. The new Dirty Dishes set lets children do the same with dishes, a dish rack, and a sponge. The Tub Soup kit features nine pieces that stick to the tub wall, including a pot, spoon, and salt shaker squirter. In Score & Learn, children learn their ABCs and numbers while scoring hoops in the tub using three squirter balls, a hoop that suctions to the wall, and three button-cell batteries. Noah’s Ark features six different animals, all of which can be held in the ark. Outside the tub, Alex will introduce the Balancing Baker, which lets kids stack 16 colorful cakes on the baker’s arms to learn about weight and balance. The Knot, Smile, & Cuddle kit comes with a pre-sewn cuddle quilt, 42 fleece strips, and instructions. Children can customize the quilt just by knotting the fabrics. The Learn to Dress Kitty is a plush cat featuring 11 dressing activities, as well as real socks and lace-up sneakers. The Stack a Cake kit lets children build their cake layer by layer. The soft cake features crinkle, bell, and rattle sounds. Finally, the new I Can Cook kit provides a soft spot for kids to fill with toy pasta and vegetables, including a squeaky carrot, radish rattle, and jingling tomato.
Dirty Dishes
C ITI B LOCS
B ABY G ENIUS
CitiBlocs will debut a new strategy game called RoadBlocs. RoadBlocs teaches children about traffic signs as they maneuver around roadblocks in a game made of the same colorful wooden blocks as CitiBlocs. CitiBlocs will also be expanding with a number of new kits. The CitiKits feature new themed blocks with designs from artists and special shapes that can help kids build a haunted house, doll house, town house, or country house. The new CitiPeople accessories kits allow children to add wooden people to the buildings they create. The new CitiScape accessory line adds green trees, shrubs, and landscape features. Finally, the new Little Builder Rattle Blocks feature a wooden marble in the blocks that makes a rattling sound.
Baby Genius has teamed up with Winfat to produce a line of interactive electronics. The Baby Genius Interactive Laptop features 30 activities including letters, numbers, words, games, and music, as well as a large LCD screen with animations. The Baby Genius Slideshow Laptop features a number of card-driven activities, with 10 two-sided cards that feature a variety of themes. Winfat has also created the Baby Genius Musical Learning Book. This interactive talking book has five learning activities, 26 sound effects, melodies, instrument sounds, and three turning pages. The Baby Genius Musical Learning Pad is an early-learning teaching tool that features three activities to teach letters, animals, music, colors, and shapes.
70 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Baby Genius Interactive Laptop
I NTERNATIONAL P LAYTHINGS
USA OPOLY
Whipple is a new craft crème from International Playthings that lets kids become pastry and dessert designers. The non-edible crafting compound has the consistency of whipped cream and comes in an easy-to-squeeze bag. Kids Animap can decorate plastic cakes, cupcakes, ice cream, and other play treats. Zanzoon Interactive Talking Maps are a new educational tool that feature interactive elements on the surface of the maps. Pressing on the surface of the map activates vocal lessons and sounds. The Animap teaches facts about 72 different animals and the MapWorld teaches more than 1,000 facts about 78 countries around the world.
USAopoly will be introducing a number of new licensed board games. New versions of Monopoly include Monopoly: Three Stooges Collector’s Edition and Monopoly: AC/DC Collector’s Edition. Also coming up for 2011 are Clue: South Park Collector’s Edition, Cranium: Glee Edition, and Yahtzee: Family Guy Collector’s Edition.
W OW W EE WowWee will be introducing the new Fin Fin Friends product line for 2011. Fin Fin Friends come with their own water playset, including a slide and water pool. Clapping or calling will cause a Fin Fin Friend to swim toward the sound. There are four Fin Fin Friends playsets, including the Penguin Playhouse and the Sea Side Salon. WowWee is also introducing three new Paper Jamz accessories. The Drum Pedal works with the Paper Jamz Bass Drum and Hi-Hat. The Paper Jamz Headphones come in six different styles. The Paper Jamz Amplifiers work with Paper Jamz or with MP3 players. Fin Fin Friends Penguin Playhouse
W ELL M ADE TOY Well Made Toy is introducing PetCakes, a new collectible plush pet line for children. PetCakes feature plush animals combined with a cupcake concept. Each animal has a frosting hat and comes nestled in its own cupcake wrapper. The first set of PetCakes will be puppies, with forest animals debuting later. There will be more than five generations of PetCakes debuting in 2011.
YB IKE After a successful launch in Europe, Australia, and South Africa, the YBike line of foot-to-floor toddler ride-on/balance bikes is coming to the U.S. for 2011. YBike will be available in the U.S. exclusively through retailer National Sporting Goods. The introductory line of YBike products includes two foot-tofloor balance bikes: YBike and YBike Extreme. The line will expand in 2011 with the YBike Pewi and YBike Kicker.
YBike Pewi
OCTOBER 2010 TOYS & FAMILY ENTERTAINMENT 71
Small KidS, Strong Category BY
PAUL NARULA
T
he infant and preschool category may have a restrictive demographic, but it makes up for that by being extremely stable, capable of weathering the economic downturn that has caused a number of problems for other toy categories. Many manufacturers in the infant and preschool category have seen, if not growth, then at least steady sales over the past year. The same qualities that lead a company to succeed in this category have allowed the category as a whole to keep growing when others have had to pull back.
Manhattan Toy, which will be launching a line of Parents Magazine products this year at the ABC Show. “Birth rates may be down, but there are still 4.2 million babies born in the U.S. every year,” he says. Even though consumers have to focus on needs rather than wants when wallets get thin, the developmental nature of this category means that parents will always invest a portion of their income in infant/preschool products. “[Parents] are being budget-conscious but also want to provide for their child,” says Diana Dunn-Graves, director of marketing for Mattel’s Fisher-Price division. This stability also means that retailers are going to keep stocking these products. Toy retailers want to stock products that Staying StaBle will keep moving off the shelves and the infant/preschool categoOne of the reasons that the infant/preschool category ry is one of the few that can almost guarantee product movement Manhattan Toy has teamed up has remained strong is that it targets a demographic that year after year. “Retailers can see this category’s stability and that with Parents Magazine for a full line of toys, is as yet mostly untouched by the enormous growth makes it desirable,” says Klein. In fact, it isn’t just toy retailers including plush. of personal electronics. “When a child is still that want preschool/infant products on their shelves. Many produnder 6, parents are looking for a tanucts in this category find themselves on shelves across various types of stores gible product that you can give ranging from bookstores to grocery stores, since even these retailers feel the to a child to help them underadvantage of stocking products that parents will always need. stand the world around moVing WitH tHe timeS them,” says Lea Culliton, Even though the category can be considered fairly stable, external factors president of HABA Toy. By and trends still affect it and manufacturers must learn to adapt to maintain their its very nature, this category customer base. One thing that everyone has dealt with is the economic depresavoids competition with video sion. Very few categories have come through unscathed and this one is no games, iPhones, and the other exception. However, manufacturers have been able to adapt by making sure electronics that claim a child’s they provide affordable options for consumers. “In today’s economic times, attention. While in some cases, what consumers want most is a good value,” says David Shapiro, vice-presihaving a very specific demographic Luv U Zoo Jumperoo from dent of marketing for International Playthings. Many companies have introcan be a detriment, in this case, it Fisher-Price duced low-cost product lines. Aeromax, most well-known for its high-end allows the infant/preschool category to avoid the age compression that manufacturers outside of this category lose dress-up products, has introduced a full line of affordably priced My First consumers to. “The toy business is aging down all the time and infant and Career dress-up smocks at a price point low enough to be affordable to parents preschool are among the strongest categories in the business,” says Nurit or teachers on a budget. According to Brian Jablon, executive vice-president at Pacific Play Tents, the company has found itself doing a great deal more Amdur, CEO at Alex Toys. In addition to these reasons, the category has the advantage of having a business by selling individual pieces rather than the larger kits that had previfresh group of customers added to the market every year. Even in times of ously been the majority of its business. By making sure there are opportunities economic crisis, families and couples will continue to have children. “This at lower price points to purchase products, even manufacturers that normally is one category that remains stable every year,” says Michael Klein, CEO of run with higher price points have been able to keep business going.
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However, while affordability and value may be key words thanks to the economy, there exist a few other trends based purely on the trends of society. Almost every category has been hit by the green wave and the desire for environmentally friendly products is high. If parents want to buy green products for themselves, they’re going to look for the same things for their infant and preschool-age children. In this environment, companies like Green Toys thrive thanks to their pre-existing devotion to the environment. Other companies, however, are certainly not left behind and many have been introducing all new lines of environmentally friendly product. Pacific Play Tents has introduced a full line of nursery tents made out of 100 percent organic bamboo that have a minimal carbon footprint. Companies such as HABA have been pushing their wood-based products as a part of this category as well. The trend toward green toys and organics also satisfies another need of today’s consumers—safety. Parents still worry about the safety of their children’s toys and nowhere is that more important than with the young children who are this category’s demographic. “A consumer who’s looking for safety knows that our products are really safe,” says Laurie Hyman, vice-president and co-founder of Green Toys. Many organic materials and production methods neatly dovetail with the stringent safety requirements of the category.
SHOWTIME A key indicator of the infant/preschool category’s continued success and stability is the steady growth of the biggest event of the year for the category—The ABC (All Baby and Child) Kids Expo, which takes place this month (October 10–13) in Las Vegas. This year’s show boasts more than 900 exhibitors for the juvenile category. Not all of these
exhibitors are toy manufacturers—any manufacturer tied to the juvenile category exhibits at the ABC Expo, whether they are furniture manufacturers or stroller producers. This is a large part of the show’s draw for many of the toy companies that choose to exhibit at the show. “We aren’t just seeing toy retailers here,” says Martin Killgallon, senior vicepresident of marketing and product develop-
Technics wooden block holders and wheels from HABA
ment at Ohio Art. “We see furniture stores looking for fourth quarter additions, small boutiques—the people who don’t walk the floor at toy shows or think of themselves as toy retailers.” A number of toy manufacturers note that while the show lacks the focus on their products that the Fall Toy Preview in Dallas or Toy Fair in New York City has, they do a great deal of business with non-toy retailers that want to stock infant/preschool toys as a complement to their core business. Juvenile furniture stores, baby stores, and other stores that do not necessarily attend toy- or gift-oriented shows are shopping around at this Expo, which can lead to expanded business opportunities for an exhibitor. Some manufacturers interviewed did note that while the show was growing, the growth appeared to mainly be on the exhibitors’ side
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of the show, with the number of buyers and attendees growing slowly. The lack of toy- and gift-focused buyers in comparison to more focused shows does also cause some manufacturers concern. The show’s costs, however, are lower compared to the major toy shows thanks to the smaller size of the show, allowing for better booth space at this show compared with some others. A major concern for the category is the decision of the All Baby & Child Organization, which is responsible for running the show, to move next year’s show to Louisville, Kentucky, in order to keep the costs of the show down. As with any show move, opinions are split. Some manufacturers believe the show will be much the same, regardless of the location. “Wherever you are, when you’re going to work, you’re going to work,” says Caroline King, executive director of business development at Aeromax. Others are worried that moving the show out of Vegas removes a major draw. “We just don’t know if Louisville will draw the same level of crowd that Las Vegas can draw,” says Manhattan Toy’s Klein. Still, most manufacturers interviewed say they will be attending next year’s show. Wherever it’s located, the ABC Expo is still the biggest event for this category all year round.
MOVING FORWARD One common thread among all the manufacturers interviewed for this piece was a confidence in the continued success of this category, regardless of the state of the economy. Parents will always spend money on their children and thanks to the steady supply of new consumers for this product category, retailers are always going to have a reason to keep infant/preschool products on the shelves. As long as manufacturers can keep moving with the times, the product will keep moving off shelves.
ABC Kids Expo Fisher-Price
Manhattan Toy
Fisher-Price has introduced a new collection called the Luv U Zoo line, which features a wide variety of products that range from swings and bouncers to cradles. FisherPrice has also teamed up with Jeep to produce a full line of Jeep-licensed Fisher-Price products.
New from Manhattan Toy is a full line of Parents Magazine-licensed products for the preschool and infant category. Working with Parents Magazine, Manhattan Toy has created a line of multiple products, ranging from plush to instruments, each of which bear the Parents Magazine brand name.
HABA Toy New from HABA is Cody Clip Clop. The new dragalong toy features a cowboy and wagon that moves like an actual horse-drawn wagon when children drag it along behind them. HABA is also introducing the new Technics blocks and block accessories that allow children to secure their woodblock constructions. Cody Clip Clop
Alex Alex will continue to build on its preschool craft line, Little Hands, which includes more than 100 toys, games, art supplies, and craft kits specifically designed for preschoolers. The kits come with visual instructions so that no reading is required.
Noodle Head Noodle Head is introducing two new products to help with a child’s comfort. Travel Buddies are neck cushions designed specially to support the preschool-age child’s weight. Travel Buddies are convenient bags shaped and stuffed like plush stuffed animals.
OCTOBER 2010 TOYS & FAMILY ENTERTAINMENT 75
ABC Kids Expo Learning Curve Learning Curve is introducing a new line of high-contrast toys. These toys are geared toward developing vision and are made with soft, premium fabrics. The toys incorporate highcontrast patterns, bright colors, and animal characters.
Hape The new Fresh Good Market from Hape is a full set that allows children to play out owning and operating a store. The set includes a stall, cash register, and scale, as well as accessories such as cash for the register.
Aeromax New from Aeromax are the My 1st Career Gear dress-up smocks. Each Career Gear smock represents a different occupation that children can dress up as for affordable pretend play.
Elf on the Shelf Elf on the Shelf will be introducing the new Plushee Pals. These soft, plush elves are available in two different sizes and come in both light and dark skin tones.
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Neat-Oh! Neat-Oh! will continue to expand its ZipBins line with new and bigger bins and playsets. The new Hot Wheels ZipBin Medium Tool Box is a tote shaped like a mechanic’s tool box with a chrome exterior and authentic Hot Wheels finish. The case unzips into a workshop garage for Hot Wheels-scale cars that can interface with Hot Wheels tracks.
Teach My Toddler New from Teach My Toddler is the Teach My Preschooler all-in-one learning system. The 293-piece kit lets parents help their preschooler learn to read, write, count, and tackle mathematics. All the materials can be tucked inside a portable and storable carrying case.
Made With Love activity spiral
Mamas & Papas Mamas & Papas is introducing a line of travel toys to keep children occupied in the car seat. The Are We There Yet travel charm acts as a mobile, moving with the car during the drive. The Made With Love activity spiral hooks on to a car seat to provide the baby with extra entertainment.
Ohio Art miYim
Ohio Art will be expanding its K’s Kids line of preschool and infant products with new wooden and puzzle products. The new products will feature the same characters and style as the K’s Kids plush line.
miYim will be launching an all-new Nursery Collection, featuring eco-plush infant sensory toys and a matching mobile with neutral tones. All products use certified organic cotton fabric and are colored with the PureWaterWash process that uses plants and minerals in soy water. The new product line includes the Forest Mobile, Musical Pull Toys, and Sensory Balls.
Blue Box Toys Blue Box Toys launches the new B Kids line at this year’s Fall Toy Preview and the ABC Kids Expo. The B Kids line was developed in concert with parents and child development experts. The line launches with more than 50 products that will address needs at every developmental stage. The line will only be available in the specialty market.
OCTOBER 2010 TOYS & FAMILY ENTERTAINMENT 77
The iHobby Expo BY
PAUL NARULA
Planes, trains, automobiles—you can find scaled-down versions of all of these and more at this year’s iHobby Expo in Rosemont, Illinois. The 26th Annual International Hobby Expo follows the record-breaking attendance of last year’s 25th anniversary show. This show, which is open to the public, is one of the major events for the model and hobby industry every year. Every type of model kit will be available and on display, ranging from robotic kits to figure sets. Attendees will have the opportunity to take part in a number of “Make and Take” events, exhibitors will be able to meet with retailers and manufacturers, and enthusiasts can get together to talk shop. Here’s a look at a small sample of the exhibitors that will be hitting the show and what they’re bringing to the table.
Revell-Monogram Revell-Monogram will continue to introduce high-quality plastic models. For 2011, the company will introduce the new Chevy Camaro 2010 kit, which allows model builders to recreate the popular modern car quickly and authentically. The officially licensed model will be available in second quarter of 2011. Revell will also be introducing new kits for the 2010 Mustang and the new Corvette R1. The company will also be introducing new classic and retro sets, including the Olds Cutlass 72.
Chevy Camaro 2010
78 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Marklin Marklin will be expanding its line of HO scale trains with two new products. The L-1 “Mikado” Freight Locomotive with sound features a die-cast metal construction and an mfx digital decoder. It has extensive sound functions that include steam locomotive sounds synchronized with the speed, whistle sounds, bell sounds, and acceleration and breaking delay that can be controlled digitally. The F 7 A-B-A Locomotive with Sound has a sound system that plays diesel locomotive sounds, with headlights and lighted number boards that can be controlled digitally.
Walthers
Atlas
Walthers is the exclusive distributor in North America for the LGB Santa Fe Starter Set. The set includes an American steam locomotive with tender letter for the Santa Fe railroad, equipped with a smoke generator, as well as a stake car, caboose, circle of track, transformer, accessories, smoke fluid, crew figures, and an instruction booklet.
Atlas will be introducing a number of new car model kits at iHobby this year. Among the model kits showcased will be the Porsche 911, the Land Rover, the Mini Cooper, and the BMW Z4.
Porsche 911
Bachmann Trains Bachmann Trains will be expanding its Thomas the Tank Engine line of model trains with new product in both HO and Large scales. New trains at HO scale include Bill and Ben. Large scale trains include James the Red Engine, Thomas Snowplow, and cargo carriages such as the Coal Wagon and Sodor Fuel Tank to round out the train build. In addition, Bachmann has created the Tildmouth Sheds with Manually Operated Turntable playset, with purchasable expansion packs, as a place to store locomotives after a “full day’s work.”
Tildmouth Sheds
GreenLight GreenLight will be showcasing preproduction models of its most popular series, as well as the brand new GL Muscle line. The GL Muscle line is a series of muscle car models in a 1:64 scale that GreenLight will be offering in 2011. GreenLight will also be showing new series in their classic lines—Hot Pursuit, Auction Block, and County Roads.
GL Muscle Series 1
OCTOBER 2010 TOYS & FAMILY ENTERTAINMENT 79
Green Toys
B
BY
PAUL NARULA
eing “green” is a big deal in any cessing. “We’ve had to learn from the ground up California. “Product that’s made in the U.S.A. garbusiness today and toy manufactur- how to tool for this material,” says Hyman. “We ners a great deal of support from consumers in the ing is no different. With the sheer have to develop technologies and work on our U.S.,” says Hyman. “We’re proud of our product amount of materials involved in own to figure problems out.” The processes that and the fact that we’re supporting where we sell.” making toys and the waste that can the company has developed have led to the cre- In addition, not having to ship goods from other be produced in the process, many ation of a safe, recycled plas- countries has allowed Green Toys to keep its overcompanies are focusing their tic that comprises the majority all carbon footprint down by relying less on fuels efforts on making products of the Green Toys line. and vehicles to get its product to consumers, with environmentally friendly. One of the key parts of the prices that range between $12.99 and $24.99. However, some companies Green Toys philosophy is Concerns about safety and transparency are have been that way from the transparency. “We want well-placed, since this year was the year that Green very beginning. Green Toys everyone to know what Toys launched a line called “My First Green Toys,” is one such company. the pieces are made of,” for children 6 months and older. “Products for Founded in 2007 by says Hyman. Green Toys babies are high-contact, and we want to provide Robert von Goeben (founder The Fire Truck is Green Toys’ newest product. makes sure that con- guaranteed safe items for all ages,” says Hyman. of Propellerhead Studios, an sumers know every The products in the My First Green Toys line electronic toy and game design company that has building block that has gone into one of its toys. include a stacker set, a tugboat, chunky blocks, and worked with Mattel, Radica, and Wild Planet) and Hyman likens the company’s belief to labels on even a full line of teething items. Laurie Hyman (the first member of the Webvan modern processed food—one only has to look at Going forward, Green Toys doesn’t intend to marketing team, who spearheaded the company’s the label to know what’s in the food they’re buy- stray from its core plan of providing high-quality, branding, promotions, direct marketing, and cus- ing for their children, so why shouldn’t they be green, and safe products for children. The compatomer retention efforts), Green Toys was created able to see the same for other products? “We want ny is only three years old, but has had considerfrom the ground up to be an environmentally to have that level of disclosure, and we want it able success at the specialty market. friendly company. All of the company’s products to become the standard for chilGreen Toys can also be found in bookare made from recycled plastic milk jugs, reconsti- dren’s products,” says Hyman. stores and organic grocery stores, tuted and injection-molded into a line of classic While being green draws such as Whole Foods. “We’re not children’s toys. “We want to make something in the eco-friendly crowd going to come out with 50 prodthat’s more than just a fun toy,” says Hyman, vice- and being made of fooducts next year,” says Hyman. president and co-founder of Green Toys. “We graded safe materials “We’re going to take it slow, want to make something that makes parents feel draws in parents conmaking the right product good—for their kids and for the planet.” cerned about safety, choices. We want to work with Being green is not necessarily an easy task, Green Toys has a third existing play patterns and realAll of Green Toys’ products use recycled even for a company like Green Toys. While the ace up its sleeve that ly fill in our lines and establish milk jugs, including the Green Toys Blocks. material for the company’s toys is plentiful (milk helps draw consumers to ourselves. Whether that’s with does a body good, after all), the material in a the product—every new construction items, vehicles, plastic milk jug is blow-molded, not injection Green Toys product is made in the U.S.A., in the or baby items, that’s what you’re going to see us molded, and isn’t designed for that type of pro- company’s manufacturing headquarters in do over the next year.”
80 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Innovative Kids Innovative Kids adds new products to its Now I’m Reading! program, including plays, activity books, and games. The Now I’m Reading! Games turn reading into playtime. Each storybook includes a write-on/wipe-off marker, board, and cards. There are six titles to choose from: Hangman Riddles, Sight Word Slap, Go Fish Stories, Letter Bingo, Rhyming War, and Word Dominoes. Each hands-on interactive game is designed to build reading and math readiness skills.
Kids Preferred Kids Preferred is refreshing its Label Loveys line of infant toys. Each soft Lovey is shaped as a doll, ball, blanket, or rattle edged with multiple non-looped, baby-safe labels that crinkle, chime, offer a new texture, or can be used as a teething device. Now available under the Label Loveys brand name for children aged newborn and older are 12-inch Cuddle Dolls, 12-inch blankets, 12.5-inch Character Teether Blankets (shown), 12-inch Comfort Cuddlies, eight-inch Chime Balls, six-inch Attachable Squeakers, six-inch mini rattles, and an 11-inch Little Lovey Doll.
International Playthings International Playthings’ Wild! Science line represents a fresh, innovative, and edgy way to introduce kids to age-appropriate scientific concepts while also having fun. For boys, the Hyperlauncher Rocket Ball Factory lets boys make mass-accelerating launch balls and discover the science of elastic collisions. Kids will also be able to create almost-impossible bouncing ball tricks, and mix and mold a supercharged “planet collision” accelerator, which fires a small “moon” into orbit. The kit includes four graduated size molds and more than six activities. It is for ages 8 and up. Other new kits for boys include the Wild Physics & Cool Chemistry set. New kits for girls include Beauty Salon and Perfect Perfume Laboratory. The Future Farm kit is for both boys and girls.
82 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
Douglas Company Douglas Company’s plush gingerbread cookies are piped with the look of roped frosting sprinkled with candy accents. There are several sizes and styles—eight-inch Cookie Boy, seven-inch Crispy Cookie Boy, seven-inch Crispy Cookie Girl (shown), and seveninch Crispy Snowman. They are for ages 3 and up.
Zoobies Zoobies released its new Storytime Collection. The collection includes characters from favorite children’s books as Zoobies—plush toys, pillows, and blankets all in one toy. Characters include Olivia (shown), Little Miss Sunshine, Mr. Happy, Peter Rabbit, Paddington Bear, and Spot.
WowToyz WowToyz Deluxe Classic Train Set is a 20-piece assortment of authentic batterypowered steam and diesel locomotives hauling a variety of cargo and passenger cars. The trains are sized for young train buffs (ages 3 and up) and feature realistic lights and sounds. The train sets include either a steam or diesel locomotive, two cargo or passenger cars, pine trees, and 16 sections of straight and curved track that can be used to make numerous layouts. Also included are top 10 railroading fun facts on the back of the packaging.
North American Bear Elf Magic Elf Magic, The Story of a Timeless Christmas Tradition is a 51-page book with watercolor illustrations. The book takes readers to the North Pole where Santa is gathering his elves for the annual reading of his story about a timeless Christmas tradition— Elf Magic Elves being sent to kids’ houses around the world. On the inside cover of the book, readers will find a DVD that contains an animated cartoon of the story and four original Elf Magic sing-along songs.
North American Bear’s line of baby-safe Little Princess and Little Princess Angels grows up with new 16inch dolls. The new larger dolls feature the same traits of the machine-washable originals including blonde and brunette hair and two skin tones. 16-inch Little Princess doll
Monkey Business Sports Monkey Business Sports’ E-Z Bat is a learning toy designed to introduce kids to swinging a baseball bat and successfully hitting a ball “outta the park.” This soft foam bat features a unique E-Z Ball that slides off the bat when the bat is swung. The better the swing, the farther the ball sails. The E-Z Stopper is removable and the E-Z Bat can be used to hit pitched balls, too. The E-Z Bat comes with two E-Z balls and an E-Z stopper. It is for ages 3 and up.
OCTOBER 2010 TOYS & FAMILY ENTERTAINMENT 83
YOU’RE HIRED
AmeriCAn greeTingS PrOPerTieS
neLVAnA enTerPriSeS
giA deLAney, ViCe-PreSidenT Of PrOgrAm SALeS
ninA KOCH, SALeS rePreSenTATiVe, eASTern eurOPe And germAny
American greetings Properties, the intellectual property and outbound licensing division of American greetings Corporation, hired gia deLaney as vice-president of program sales. in her role, deLaney will be responsible for selling both classic and new AgP entertainment globally including Strawberry Shortcake, Care Bears, Maryoku Yummy, and Twisted Whiskers, among others. deLaney comes to AgP from 4Kids entertainment, inc., where she was vice-president of international program sales. Prior to 4Kids, deLaney served as manager, acquisitions with Showtime networks, in addition to working as associate producer for ABC-TV’s Good Morning America.
nelvana enterprises hired nina Koch as sales representative for eastern europe and germany. Koch is a seasoned sales professional with experience in both children’s programming and broadcast sales. She most recently worked with Tele münchen gruppe in munich.
CCA And B, LLC Kim mAguire, COO CCA and B, LLC, publishing company and creator of The Elf on the Shelf: A Christmas Tradition, hired Kim maguire as COO. Current COO and partner, Christa Pitts, will now serve as co-CeO with her sister, Chanda Bell. maguire will be responsible for developing and executing ongoing strategic programs including branding, marketing, merchandising, sales, and licensing. development of additional domestic and international growth opportunities will also be under his leadership. Prior to joining CCA and B, maguire served as chief merchandising and sales officer for QVC-germany. He has also served as executive vice-president of QVC-u.S., as well as executive vice-president of merchandising for Office depot and Circuit City. maguire spent more than 20 years of his retail career at the Target Corporation, and spent the last seven of those as the senior vice-president of merchandising.
TOTAL nOnSTOP ACTiOn enTerTAinmenT AL OVAdiA, CHief mArKeTing OffiCer Total nonstop Action (TnA) entertainment named Al Ovadia as chief marketing officer. Previously Ovadia served as executive vice-president for Sony Pictures Consumer Products; president of 20th Century fox Licensing; and vice-president of network creative services at nBC Television.
84 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
JOHn WAyne enTerPriSeS, LLC LiSA STreff, SeniOr ViCe-PreSidenT, gLOBAL PArTnerSHiPS & LiCenSing John Wayne enterprises, LLC, exclusive owner and licensor of the John Wayne brand, appointed Lisa Streff to senior vice-president of global partnerships & licensing. Streff will oversee the development and implementation of worldwide licensing and merchandising and corporate and promotional partnership programs with a mission to increase the global awareness of the John Wayne brand. Her initial focus will be to further develop and expand two core licensing programs: the “classic collectibles,” which targets adult collectors and John Wayne fans; and the John Wayne lifestyle program, inspired by Wayne’s western casual heritage and geared toward the young adult male. Streff will pursue licensing partnerships for each program in key categories. Additionally, she will spearhead the development and execution of a new branded licensing and entertainment program for kids. Streff has spent more than 15 years in the consumer products industry. Prior to joining John Wayne enterprises, she served as senior vice-president of u.S. consumer products at Cookie Jar entertainment (previously diC entertainment).
events of
Calendar
Industry-Related Trade Shows December 5–8
Grand Strand Gift & Resort Merch. Show
urban-expo.com
Myrtle Beach Convention Center
Myrtle Beach, SC
6–9
International Halloween Show
hiaonline.com
1115 Broadway, Halloween Tower
New York City
8–11
Philadelphia Gift Show
philadelphiagiftshow.com
Greater Philadelphia Expo Center
King of Prussia, PA
10–13
Hong Kong Toys & Games Fair
hktoyfair.com
Hong Kong Convention & Exhibition Center
Hong Kong
21–24
California Gift Show
californiagiftshow.com
Los Angeles Convention Center
Los Angeles
25–27
The Toy Fair
toyfair.co.uk
Olympia Grand Hall
London
29–2/03
New York International Gift Fair
nyigf.com
Jacob Javits Convention Center
New York City
January
February 3–8
Spielwarenmesse Intl. Toy Fair
toyfair.de
Nuremburg Exhibition Center
Nuremburg, Germany
13–16
American International Toy Fair
toyassociation.org
Jacob Javits Convention Center
New York City
15–18
KidScreen Summit
summit.kidscreen.com
Hilton New York
New York City
7–9
Playworld Middle East
playworldme.com
Dubai International Convention Center
Dubai, UAE
10–13
Halloween Costume & Party Show
hcpshow.com
America’s Center & Dome
St. Louis
march 10–13
Australian Toy, Hobby, & Nursery Fair toyfair.com.au
Melbourne Convention & Exhibition Centre
Melbourne, Australia
11–15
Minneapolis Mart Gift & Acc. Show mplsgiftmart.com
Minneapolis Mart
Minnetonka, MN
19–22 28–31
Western Toy & Hobby Show Bologna Children’s Book Fair
wthra.com bookfair.bolognafiere.it
Long Beach Convention Center Bologna Exhibition Centre
Long Beach, CA Bologna, Italy
7–9
Ed Expo
nssea.org
San Antonio Convention Center
San Antonio
27–30
Hong Kong Gifts & Premium Fair hkgiftspremiumfair.com
Hong Kong Convention & Exhibition Centre
Hong Kong
april
AMERICAN INTERNATIONAL TOY FAIR 2011 FEB. 13–16; JACOB JAVITS CONVENTION CENTER, NEW YORK CITY;
WWW.TOYASSOCIATION.ORG
INTERNATIONAL HALLOWEEN COSTUME & PARTY SHOW 2011 MARCH 10–13; AMERICA’S CENTER & DOME, ST. LOUIS;
WWW.HCPSHOW.COM
LICENSING INTERNATIONAL EXPO 2011 JUNE 14–16; MANDALAY BAY CONVENTION CENTER, LAS VEGAS; 86 TOYS & FAMILY ENTERTAINMENT OCTOBER 2010
WWW.LICENSINGEXPO.COM