Toys & Family Entertainment, January 2010 by aNb Media

Digital Cameras, Earbuds, USBs and MP3 Speakers!

TM TM

Tote Bags, Messenger Bags, Blankets & Lamps Coming Soon!

© 2010 The Hershey Company. The HERSHEY’S, KISSES wrapped conical configuration and plume device, BUBBLE YUM, and JOLLY RANCHER trademarks and trade dress are used under license, Jazwares, Inc., Licensee.

555 Sawgrass Corporate Parkway Sunrise, FL 33325 954.845.0800 • www.jazwares.com

Table of Contents

January 2010 Volume 5, No. 2

features

22 Basic Fun Relaunches Koosh by Nancy Lombardi

24 The Transformation of an Icon: From Russ Berrie to Kid Brands, Inc. by Laurie Leahey

26 Helping Kids Aspire to Sports Stardom by Chris Adams

28 Sports Toys: Product Presentation by Chris Adams

30 Toy Fair 2010 Preview

compiled by Laurie Leahey and Paul Narula

34 Specialty Emporium: Think-a-Lot Toys by Paul Narula

departments

4 Observations & Opinions 6 Sizzlers

8 Specialty Sizzlers 10 The Ticker

12 Entertainment Marketplace: Dr. Seuss

14 Merchandise Makers: Jazwares

16 Industry Forum: TIA

18 Industry Forum: ASTRA

20 Industry Forum: Design Edge

36 You’re Hired

38 Calendar of Events

on this page

(left to right): Fisher-Price’s Tornado Tee Golf, Jazwares’ Bubble Yum Camera, PlaSmart’s Yummy Dough, Manhattan Toy’s Cat in the Hat Stacker, and International Playthings’ Big Fat Foam Bat

on the cover Basic Fun will relaunch the Koosh brand for a new generation. COVER BY

DESIGN EDGE

OBSERVATIONS & OPINIONS

WWW.ANBMEDIA.COM

New Year, New Beginning BY

BOB GLASER

common phrase uttered by so many at this time of year is, “I can’t believe another year has come and gone.” I’ll join in the sentiment. However, I think everyone is happy to see 2009 come to a close as it was one of the most challenging years, from an economic standpoint, that any of us has seen. As of this writing, it is too early to declare how successful the holiday-selling season had been. As it is so often uttered these days, “it is what it is.” If you are like me, you are tired of hearing that phrase. I think everyone is ready to move forward and create opportunities for 2010 and beyond. Several toy manufacturers, and licensors, are doing just that and implementing many new changes for this year. One of the biggest announcements to rattle the toy industry at the end of 2009 was Sesame Workshop and Mattel ending their long-standing relationship. Starting in 2011 Hasbro will be Sesame Workshop’s new strategic partner for preschool product. Mattel created many great items during the partnership yet, as is always the cycle in the industry, contracts expire and sometimes it’s time for both parties to get a fresh start with other partners. The product line for Sesame Street will now be looked at through different eyes. Mattel’s Fisher-Price is receiving a fresh start as well in its new relationship with HIT Entertainment’s Thomas & Friends brand. Another new partner for the Thomas brand is MEGA Brands. We saw these lines and they look great. Mattel also begins a new relationship this year with World Wrestling Entertainment (WWE). Jakks Pacific, the longtime partner of the WWE, has now partnered with Ultimate Fighting Championship (UFC) as well as Total Non Stop Action (TNA) to produce figures and related accessories for the respective brands. So much happened during 2009, which will position so many in a positive light for 2010. Here is a recap in case you missed some of the news. It was announced earlier this year that LEGO partnered with Cartoon Network’s Ben 10. Bionicle-inspired figures are expected to be on shelf this month. Disney made a very bold purchase of Marvel Entertainment as the summer of 2009 came to a close. Toys “R” Us acquired eToys, KB’s name, and FAO Schwarz. Sears reentered the toy business. HIT Entertainment created a film division. Hasbro and Discovery created a partnership, which is still unfolding. Sesame Street celebrated its 40th anniversary, while Barbie celebrated five decades of fabulous. aNb Media received an early sneek peek of product in Dallas as well as in Los Angeles last October. In addition, we have staff who are meeting with manufacturers in the U.S. and in Hong Kong before Toy Fair even begins. From what we have seen, 2010 looks like a promising time to turn the economic tide.

PUBLISHED

BY ANB

MEDIA • Volume 5, Number 2

PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING MANAGER AMY LAND AMY@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM MANAGING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM ASSISTANT EDITORS LAURIE 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 ADRIENNE APPELL; KATHLEEN MCHUGH; MATT NUCCIO, MATT@DESIGNEDGE.NET HONG KONG REPRESENTATIVE TONY LEE SMART REGENT PRODUCTIONS LTD., 66–72 STANLEY STREET, ROOM 603, KAI TAK COMMERCIAL BUILDING, CENTRAL HONG KONG PHONE: 2815 0166 • FAX: 2815 6911 • SREGENT@NETVIGATOR.COM PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM ANB MEDIA, INC. 229 WEST 28TH STREET, SUITE 401, NEW YORK, N.Y. 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM are published monthly by aNb Media, Inc. Copyright 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 trade-

marks 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.

4 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

Get into the Fun!

™

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.

Uno Moo Nerf N-Strike Raider

EyeClops

LuLu My Cuddlin’ Kitty Mindflex

Matchbox Rocky the Robot Truck

AIR HOGS L ASER ZERO GRAVITY Spin Master BAKUGAN 7

1 FIGURE ASSORTMENT Spin Master

EYECLOPS NIGHT VISION INFRARED STEALTH BINOCULARS Jakks Pacific

BARBIE FASHIONISTA DOLL ASSORTMENT Mattel BIG BUCK HUNTER PRO PLUG ’N PLAY Jakks Pacific DISNEY’S THE PRINCESS & THE FROG: JUST ONE KISS PRINCESS TIANA DOLL Mattel

6 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

FURREAL FRIENDS LULU MY CUDDLIN’ KITTY Hasbro LEGO STAR WARS ASSORTMENT LEGO LIV DOLL ASSORTMENT Spin Master MATCHBOX ROCKY THE ROBOT TRUCK Mattel

MINDFLEX Mattel MOXIE ART-TITUDE DOLL ASSORTMENT MGA Entertainment NERF N-FORCE THUNDER FURY SWORD ASSORTMENT Hasbro NERF N-STRIKE RAIDER Hasbro UNO MOO Mattel ZHU ZHU PETS Cepia

Unleash the adventure! Imaginext® Dragon World Fortress™ In every little boy’s imagination, there are dragons to battle, fortresses to defend, and adventures to be had. In the world of Imaginext, boys can have it all in the Dragon World Fortress. There’s adventure at every turn, with

LZR45384

a cannon that fires, secret stairs that pop

LZR45384_P3787_TFE_May_Ad.indd 1

out, gates that open, a hidden dragon and other dragons that really move (off your shelves as well)!

www.fisher-price.com

4/7/09 5:54:21 PM

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. Snuggle Pods Sweet Pea

BANANAGRAMS Bananagrams CALICO CRITTERS ASSORTMENT International Playthings DIGGIN’ DODGE TAG Diggin’ Active GOBBLET GOBBLER GAME Blue Orange Games s Snap Cap

GROCERY CART Melissa & Doug MAGNA-TILES Valtech PINKALICIOUS DOLL Madame Alexander SNAP CAPS: THE ORIGINAL INTERCHANGEABLE BOTTLE CAP NECKLACE M3 Girl Designs SNUGGLE PODS SWEET PEA Manhattan Toy SPIFFY SPA Alex Toys

Bananagrams

8 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

Calico Critters

THE TICKER

A Recap of Industry Headlines Visit www.aNbMedia.com for More JAKKS TO LICENSE GIRL GOURMET

Jakks Pacific, Inc., announced that it has signed The Name Game licensing agency to represent Girl Gourmet for an out-bound licensing program. The Name Game’s Holly Rawlinson is partnering with Sharon Bennett of Bennett Branding to execute the program. Jakks plans to extend its Girl Gourmet brand into a complete line of merchandise and brand extensions including publishing, interactive, apparel, bath and beauty, accessories, social expression, home décor, food/confections, entertainment, and more.

MGA’S BRATZ TO REMAIN ON STORE SHELVES

MGA Entertainment issued a statement in mid-December announcing that the U.S. Court of Appeals for the Ninth Circuit has stayed the recall of MGA Entertainment’s Bratz line and all its associated products. The statement says that retailers will be able to continue selling the items. GERMANY’S MERKEL LOVES FUZZY NATION “The court’s stay is good news for all Bratz’s fans German Chancellor Angela Merkel posed with a Fuzzy Nation handand for anyone who cares about fair competition,” said bag at the start of last year’s Nuremberg Toy Fair. Isaac Larian, CEO of MGA in a statement. “It keeps Manhattan Toy announced in August that it’s the exclusive licensed manBratz on the shelves, allows MGA to continue meeting ufacturer and distibutor for Fuzzy Nation. The line, which was on display at consumer demand for new Bratz products. It prevents Fall Toy Preview, is indicative of the new Mattel from taking control of the billion-dollar interdirection for Manhattan Toy under Mike national Bratz brand built by MGA while the court Klein, newly appointed president and CEO. makes its final decision.” While the company still offers highMattel had no comment on this latest ruling. quality baby products, Groovy Girls, tradiAdditionally there is no word on how this will affect the tional plush, and hand puppets, Manhattan new Bratz line in development by Mattel, which is schedToy is also breaking into the teen and tween uled for release in 2010. market—and perhaps older—with lines PLASMART ACQUIRES REEVE + JONES such as Fuzzy Nation and The Kreechers PlaSmart, Inc., has concluded a deal which will add Klub. The Kreechers are a line of whimsical the Reeve + Jones products to its toy portfolio. Reeve pillow characters, each with a distinct look + Jones LLC has been providing original toys and and personality—perfect in both a tween classics with a modern flair since 2004. The line bedroom or a hipster’s loft apartment. includes items such as the Doorway Puppet Theater Fuzzy Nation (www.fuzzynation.com) and Splash Art, along with a child-inspired joke line is the creation of Jennifer Liu. Her vision German Chancellor Angela called Jokes On You! was dog purses and wristlets with quality Merkel posed with a Fuzzy Both Alfred Reeve and Peter Jones will continue in and style that an adult woman would Nation handbag at the start of their creative roles of keeping the line fresh with classic want to use. The attention to detail makes last year’s Nuremberg Toy Fair. The line is now licensed inspired products, while PlaSmart, Inc., will provide the one think Judith Leiber rather than to Manhattan Toy. AP photo. sales and distribution. Claire’s Accessories kitsch.

10 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

TOY INDUSTRY ASSOCIATION ANNOUNCES FINALISTS FOR 10TH ANNUAL TOTY AWARDS

The Toy Industry Association (TIA) announced the finalists for the tenth annual Toy of the Year (TOTY) Awards. ACTIVITY TOY OF THE YEAR nominees comprise Harumika by Bandai America, Musicolor by Delta Creative, TRIO by Fisher-Price, Girl Gourmet Sweets Candy Jewel by Jakks Pacific, Chixos Design a Luxury Loft by Spin Master, and Crayon Town by Wild Planet Entertainment. BOY TOY OF THE YEAR nominees are Nerf N-Strike Raider Rapid Fire CS-35 by Hasbro, Transformers Constructicon Devastator by Hasbro, Duck Hunter by Interactive Toy Concepts, EyeClops Night Vision 2.0 by Jakks Pacific, Matchbox Rocky the Robot Truck by Mattel, Bakugan 7-in-1 Maxus Dragonoid by Spin Master, and Laser Zero Gravity by Spin Master. EDUCATIONAL TOY OF THE YEAR nominees include Desert Biodome by DuneCraft, Mythbusters Weird Water World by Elmer’s Products, Tag Junior Book Pad by LeapFrog, Super WHY! Touch & Learn Super Duper Computer by Learning Curve Brands, Mindstorms NXT 2.0 by LEGO Systems, SmartGlobe 3 by Oregon Scientific, and Zippity by LeapFrog. Nominees for ELECTRONIC ENTERTAINMENT TOY OF THE YEAR are Bop-It! by Hasbro Games, Duck Hunter by Interactive Toy Concepts, EyeClops Mini Projector by Jakks Pacific, Swinxs by Swinxs, Rubik’s TouchCube by Techno Source, and Mindflex by Mattel. GAME OF THE YEAR nominees include Bop-It! by Hasbro Games, Scrabble Slam Card Game by Hasbro Games, Mindflex by Mattel, Uno Moo! by Mattel, Bakugan Trap by Spin Master, Big Buck Hunter Pro TV Games by Jakks Pacific, and Sort It Out! by University Games. GIRL TOY OF THE YEAR nominees are Harumika by Bandai America, Barbie Fashionistas by Mattel, Moxie Girlz Art-titude Doll by MGA Entertainment, BFC, Ink. 18-inch Doll by MGA Entertainment, Liv Dolls by Spin Master, Zhu Zhu Pets by Cepia, and Princess Tiana 11.5-inch Doll by Mattel.

Nominees for INFANT TOY OF THE YEAR are Gentle Giraffe by Cloud B, Crayola Beginnings Color Me A Song by Crayola, Laugh & Learn Learning Farm by Fisher-Price, Seedlings Ivy by The Goldberger Company, My Pal Scout and My Pal Violet by LeapFrog, Yookidoo Swap-N-Go Snail by International Playthings, and Twilight Turtle by Cloud B. Up for MOST INNOVATIVE TOY OF THE YEAR are Nerf N-Strike Raider Rapid Fire CS 35 Blaster by Hasbro, EyeClops Mini Projector by Jakks Pacific, Mindflex by Mattel, Zhu Zhu Pets by Cepia, Air Hogs Switchblade by Spin Master, Air Hogs Zero Gravity Laser by Spin Master, and Printies Design Studio by Techno Source. Nominees for OUTDOOR TOY OF THE YEAR are My 1st Scooter by Radio Flyer, Razor RipRider 360 by Razor USA, Razor Spark Kick Scooter by Razor USA, Smart Trike Deluxe by Smart Trike, Air Hogs Switchblade by Spin Master, Swinxs by Swinxs, and EA Sports Voice Command Pitching Machine by Toy Island. PRESCHOOL TOY OF THE YEAR nominees are Handy Manny’s Repair Shop by Fisher-Price, Tonka Chuck & Friends Chuck My Talking Truck by Playskool, Cozy Coupe 30th Anniversary Edition by Little Tikes/MGA Entertainment, Imaginext Dragon World Fortress by Fisher-Price, Bilibo by O Kido, and Rocky the Robot Truck by Mattel. Up for PROPERTY OF THE YEAR are Bakugan by Cartoon Network, Transformers by Hasbro, LEGO, Barbie by Mattel, iCarly by Nickelodeon & Viacom Consumer Products, The Princess and the Frog by The Walt Disney Company, and Star Wars by LucasArts. SPECIALTY TOY OF THE YEAR nominees include Twilight Turtle by Cloud B, Hexbug Micro Robotic Creatures by Innovation First International, Shopping Cart by Melissa & Doug, Captain Owen’s Dolphin Explorer Boat by Sprig Toys, Pentago by Mindtwister USA, The Dangerous Book for Boys—Classic Chemistry by Thames and Kosmos, and EcoAquarium by Wild Creations.

JANUARY 2010 TOYS & FAMILY ENTERTAINMENT 11

ENTERTAINMENT MARKETPLACE

Dr. Seuss Enterprises BY LAURIE LEAHEY

heodor Geisel once said, “A person’s a person, no matter how small. Children want the same things we want. To laugh, to be challenged, to be entertained and delighted.” Geisel, writing under his pen name of Dr. Seuss, managed to do all of those things in his 44 children’s books, inspiring children of all ages to explore the joys of reading. To date, more than half a billion of his books have been sold in more than 95 countries and 17 languages. Geisel got his start in publishing in 1927, illustrating cartoons and writing humorous articles for magazines such as Judge, LIFE, Vanity Fair, and Liberty. During World War II, Geisel joined the army and was sent to Hollywood to write military documentaries. In 1936, he developed the idea for his first children’s book while on a cruise ship—the rhythm of the ship’s engine drove the cadence to And to Think I Saw It on Mulberry Street. But Geisel’s big break into children’s books came in 1954 when LIFE published a report on illiteracy among schoolchildren, suggesting that children were having trouble reading because their books were boring. Geisel’s publisher sent Geisel a list of 400 words and asked Geisel to cut the list to 250 words and use them to write an entertaining children’s book. Nine months later, Geisel, using 220 of the words given to him, published The Cat in the Hat, which sold more than one million copies in its first three years alone, with editions in English, French, Chinese, Swedish, and Braille. From there, Geisel continued to write fun and entertaining stories for children, including How the Grinch Stole Christmas!; One Fish, Two Fish, Red Fish, Blue Fish; and Green Eggs and Ham. Many of Geisel’s books have been adapted into movies that not only offer a new way to enjoy Dr. Seuss stories, but also new licensing opportunities. From apparel and accessories to collectibles, fine art, stationery, and toys, Dr. Seuss Enterprises and its more than 40 domestic licensees strive to maintain the diversity for which Dr. Seuss’ works are known. Geisel, who died in 1991, once said that he never wanted to license his characters to anyone who would “round out the edges,” and that is one of Dr. Seuss Enterprises’ guiding philosophies as it seeks out licensing partnerships.

12 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

NEED

KNOW

• One in four children born in the U.S. receive a Dr. Seuss book as their first book.

• Dr. Seuss received a star on the Hollywood Walk of Fame in 2004 as part of his 100th birthday celebration.

• In 1984, Dr. Seuss was awarded a Pulitzer Prize for his contribution to children’s literature. • Seuss Landing, the Dr. Seuss-themed island at Universal Studios Orlando Islands of Adventure theme park, welcomes 5.8 million visitors annually. • The Lorax was the first book to appear on The New York Times Bestseller lists for both children and adults. • How the Grinch Stole Christmas is one of the longest-running animated Christmas specials—on air since 1964.

LEAPFROG

LeapFrog’s TAG and TAG Junior reading systems currently include the Dr. Seuss titles The Cat in the Hat (shown), Green Eggs and Ham, and Mr. Brown Can Moo.

FIVE MILE PRESS

I CAN DO THAT! GAMES

I Can Do That! Games creates a variety of Dr. Seuss-themed board and card games. One Fish, Two Fish, Red Fish, Blue Fish is a memory game. Kids flip a card to reveal a challenge. Search for colorful fish, silly Seussian objects, and other sea treasures hidden beneath five secret beach locations. If the game spinner lands on the wave, shake the box and the treasures will slide and hide in new locations. The player who finds the most treasures wins. It is for ages 3 and up.

Five Mile Press produces puzzles, lacing cards/activity sets, and flashcards based on Dr. Seuss books. From rhymes to puzzles, the Green Eggs and Ham PuzzleStory includes four 24-piece jigsaw puzzles and many other activities.

HEWLETT PACKARD

On Hewlett Packard’s print-on-demand website Youneek.com, Dr. Seuss fans can print a variety of Dr. Seuss posters ranging from book covers to new designs featuring well-known Dr. Seuss characters.

MANHATTAN TOY

TREND LAB BABY

As one of the newest Dr. Seuss apparel, accessories, and textiles licensees, Trend Lab Baby will begin selling its line of contemporary-designed baby and toddler bedroom textiles and décor this year.

Manhattan Toy produces Dr. Seuss plush and soft developmental toys, including finger puppets and stacking toys. The Cat in the Hat Stacker features contrasting red and white colors and textured fabric. There is a base and four stacking rings. It is for ages 9 months and up.

JANUARY 2010 TOYS & FAMILY ENTERTAINMENT 13

MERCHANDISE MAKERS

THE POWER OF LICENSING: JAZWARES BY

PAUL NARULA

either Judd Zebersky nor the company he founded, Jazwares, started out in the toy business. Despite having a family with a long history in the toy industry, Zebersky went to law school and worked at a law firm for a number of years. When he left law in 1997 to found the company that would become Jazwares (originally named Ringside Supplies), he started a company that produced licensed drinkware, not toys. However, Zebersky’s first foray into licensing with brands such as Pokémon and the former World Wrestling Federation (now the WWE) led to more complex and toyetic products, including figures and toys. By 1999, the company had refocused on toys and changed its name to Jazwares, with Zebersky as president. As the company now moves into its eleventh year, licensing remains a major part of the Jazwares business. Almost all of the company’s products are licensed, with ties to a wide variety of popular licenses. Jazwares continues to build its business on strong licenses and strong product design. “Our design philosophy is that we try to be very true to the license,” says Laura Zebersky, executive vice-president of sales at Jazwares and Judd Zebersky’s wife. “We’re never going to be the type of company that just slaps a label on the product.” Jazwares applies this philosophy to all of the brands that it works with, from Sega’s Sonic and Capcom’s Megaman video game brands to Cartoon Network property Ben 10. Laura Zebersky notes that some of the company’s strongest product lines are based on brands that have multigenerational appeal, such as Jazwares’ Bubble Yum Camera, like many Sega’s Sonic (which of its Hershey’s products, appeals has been a video game

to multiple generations.

14 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

character and mascot since the release of the first game in 1991) or the company’s line of Hershey’s electronics. “They’re things that can really resonate with both the older generation and with young kids,” she says. On top of the strength of its licensing agreements, Jazwares also posSonic the Hedgehog sesses the ability to get product is one of Jazwares’ key licenses. developed quickly thanks to what Laura Zebersky describes as the company’s “hands-on management style.” The company has an in-house team of sculptors and manufacturers that can help jump-start production as soon as designs are laid out. While some companies could take two to three years to get a product line to the shelves, according to Laura Zebersky, Jazwares can shave that time down to as little as a year. “For a licensor worried about the success of their property, we are a great partner,” she says. “We have great relationships with our retailers, so we can move quickly.” An example Laura Zebersky points out is the line of products based on the upcoming movie Percy Jackson and the Olympians: The Lightning Thief. Jazwares signed the licensing deal with Twentieth Century Fox in November. The movie will be released in February and Jazwares will have product on the shelves in time for release. Though times have been tough all around due to the economic slowdown that’s plagued many businesses, Jazwares has continued to stay strong. “Our brands have been hot and our pricing has stayed low,” says Laura Zebersky. The company has continued to expand its licensing roster with new and upcoming properties. In addition to the aforementioned Percy Jackson film, Jazwares has also picked up the rights to the upcoming The A-Team movie. Even with a series of strong licensing programs lined up, though, Laura Zebersky says that Jazwares is looking at the potential in a new venture. “We are looking into developing our own brands,” she says. “That’s going to be the next big push for Jazwares.” With its current product lines continuing to do well, Jazwares is looking forward to major growth and new opportunities in 2010.

INDUSTRY FORUM

TIA H OSTS AN A RRAY OF A CTIVITIES D URING T OY F AIR W EEK

very February, Toy Fair in New York City is where the entire industry gathers. From buyers and licensors to manufacturers and media representatives, the four-day show draws more than 20,000 attendees to visit 350,000 square feet of exhibit space to see more than 100,000 products. In conjunction with the show, Toy Industry Association (TIA) hosts an array of events to bring exhibitors, attendees, and trade guests together to network, learn, and share in the business—and fun—of toys and play. Kicking Toy Fair week off in style on Saturday, February 13 is the 10th annual TOTY Awards, which is the premier networking event for the youth entertainment industry. Awards will be bestowed in 12 product categories plus an overall Toy of the Year designation recognizing North America’s top choice for the single best product to deliver fun and excitement to young consumers. The 2010 inductees into the Toy Industry Hall of Fame, John Lasseter, chief creative officer of Walt Disney and Pixar Animation Studios and principal creative advisor of Walt Disney Imagineering, and Sam Walton, founder of Walmart Stores, will be honored during the evening. The TOTY Awards will take place from 6:30–11:00 P.M. at Pier 60, Chelsea Piers. Tickets are $350 per person. For more

16 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

information visit www.totyawards.org. On Saturday, February 13 at 2:00 P.M. at the Javits Center, Level 1, Toy Fair exhibitors are invited to attend a special session with Charles Allen focused on lastminute tips for attracting buyers to their

booths and engaging them in quality conversation that will ultimately lead to sales. The opening day activities begin in the Special Events Hall at 8:45 A.M. on Sunday, February 14 with a one-hour keynote session led by retail expert George Whalin. The topic, “The PostRecession Consumer: Will Retail Ever Be the Same?,” will share proven tactics for readying businesses to serve the more budget-minded post-recession consumer. The program is jam-packed with real-world ideas and insights attendees can take back and put to use right

ADRIENNE APPELL, TIA

away. The session is free to TIA members and the non-member rate is $79. Whalin will also host a book signing from 11:00 A.M.–noon. At 10:00 A.M., Toy Fair officially opens with a “cast of characters” parade and ribbon-cutting ceremony in the Crystal Palace. On Monday, TIA will begin its second day of Toy Fair 2010 with a series of meetings and conferences starting at 7:30 A.M. in Special Events Hall 1D. TIA’s annual general meeting will be held during Toy Fair and is open to both members and non-members. The agenda will cover a variety of topics including a summary financial report, key accomplishments since the last meeting, and the election of new board officers. Immediately following the annual general meeting, TIA will host a presentation about the Toy Safety Certification Program (TSCP). Launched on October 1, 2009, the TSCP is a comprehensive initiative to help assure compliance with the federal Consumer Product Safety Improvement Act (CPSIA) and enhance the safety of toys sold in the United States. Toys certified under the program will begin to appear on retail shelves throughout 2010. TSCP executive director Elizabeth Borrelli will answer questions and provide updates on the program.

The presentation is free to TIA members. The non-member fee is $149 and includes admission to the annual Toy Safety Session. The annual Toy Fair Toy Safety Session begins at 11:00 A.M. and will provide an update on state and federal legislation and regulatory activities affecting the toy industry, including a report on implementation of the federal CPSIA. An update will also be provided on efforts that are now underway to advance the harmonization of toy safety standards from around the world. Growing Green: A Toy Industry Update on Environmental Sustainability and Bottom Line Growth will take place at 3:00 P.M. Targeted to toy company principals, quality assurance staff, sales and marketing personnel, product managers, purchasing agents, and operations managers, this session will educate, encourage, and inspire attendees to increase their eco-friendly practices in order to run a more sustainable business and increase the bottom line. The session is free to members and $149 for non-members. TIA’s annual winter Toy Fair Credit Meeting—exclusively for toy manufacturers and members of the TIA Credit Interchange Program—will also be held on Monday, February 15. For additional details, contact TIA’s Dina Gittings (dgittings@toyassociation.org; (646) 520–4849). On February 16 and 17, Engage! Expo (previously Virtual World Expo) will colocate with Toy Fair in the Jacob Javits Convention Center. The concept of “engagement” was highlighted as one of the top four toy trends identified during Toy Fair 2009 as digitally native kids, video game-savvy dads, and connected moms continue to embrace the relationship between technology, digital media, and toys. Engage! offers both a full conference program and a tradeshow floor to help major entertainment companies, youth brands, and advertising agencies learn how to combine existing products—cameras, communication and music devices, online web-sharing software, social media, virtual worlds and web-connected toys and games, and more— with the unparalleled engagement opportunities and revenue streams of online media. All Engage! Expo attendees will receive access to the show floor at Toy Fair and all Toy Fair attendees will receive access to the Engage! show floor. In addition, TIA members who exhibit at Toy Fair are entitled to half-price registration discounts for the Engage! conference program. For the latest schedule of events, including seminar descriptions and advance registration, please visit www.toyfairny.com. The TIA looks forward to seeing everyone next month at Toy Fair 2010.

PRODUCT DONATIONS TO TOY BANK

Upon the closing of Toy

Fair 2010, Toy Industry

Foundation (TIF) will be

collecting product samples and toys for the Toy Bank,

TIF’s signature program, to be distributed to children who are critically ill, abused,

abandoned, or otherwise in

need. Volunteers will be on

hand at the close of show to collect contributions.

Donations are tax deductible.

Interested exhibitors contact

TIF’s Marisa Randall Medina

(mrandall@toyassociation.org or (646) 454–5581) for

details. Product donation

agreements will be available at either the TIA/TIF

Information Center in the

Crystal Palace or at booth no. 5201 on Level 1.

JANUARY 2010 TOYS & FAMILY ENTERTAINMENT 17

INDUSTRY FORUM WESTIN

DECISIONS, DECISIONS: INDEPENDENT TOY RETAILERS HAVE MANY CHOICES TO MAKE FOR 2010 K M H BY

s we embark on a new year, it’s time to rethink how to do business in 2010. What works? What doesn’t? What can be improved? What new practices can be implemented? What isn’t working and should be scrapped? Specialty toy retailers know that they need to get every aspect of their business right from insurance to payroll to hours to foot traffic and so much more. Yet the fundamental basis of their competitive advantage centers on larger issues such as product assortment and the total customer experience for their clientele. It’s no surprise, then, to hear what a sample of American Specialty Toy Retailing Association (ASTRA) members are talking about when we asked them about the big decisions they expect to make in 2010.

ASTRA MARKETPLACE & ACADEMY JUNE 13–16, 2010 HOTEL & RHODE ISLAND CONVENTION CENTER PROVIDENCE, RHODE ISLAND WWW.ASTRATOY.ORG

18 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

• EVALUATING STAFF AND HIRING Perhaps no single factor is as central to the customer’s shopping experience as the quality of the store’s staff. A 2009 National Customer Satisfaction Survey conducted by the consultancy Retail Eyes found that a whopping 56 percent of respondents say they will leave a store without completing their purchase if they do not get good service. Several ASTRA retailers questioned in our informal survey indicate that hiring and staffing is one of their top areas for attention in 2010. Betsy Madson, owner of Classic Toy Shop in Worcester, Mass., reports that she will re-evaluate the profile of her part-time associates in 2010. Should she go with mothers? College students? Both? Neither? The answer requires balancing many issues.

• E-COMMERCE VS. BRICK AND MORTAR Some retailers are contemplating whether their go-forward investments of time and dollars should focus on their brick-and-mortar retail store or concentrate on their online business. Decision-making on this topic, reports Angel Stahl, owner of Angel’s Toy Barn in Greensburg, Pa., becomes all the more urgent as leases come up for renewal. Stahl is launching an online business division, Angel’s Teacher Supplies, aimed at teachers, schools, and childcare centers and looking for ways for the e-commerce and traditional business to leverage off each other through cross promotion and sharing of customers. • INVESTMENTS IN OPERATIONS When is the right time to make investments that have significant start-up costs,

ATHLEEN

C UGH,

ASTRA

but show clear potential for payoff down the road? Stahl of Angel’s Toy Barn shares an example: “Is this the year I replace our current point-of-sale system, which is PCbased with POS-IM, which is Mac-based? I love Macs and have them for all aspects of our business except POS,” says Stahl. “The drawbacks to the conversion are the time required for training on the new platform, time invested in data conversion, and the doubling of our costs for the first year. But the bigger picture may be a more reliable system. It’s not an easy choice.” Strategies for making decisions on these topics (and many more) will be featured at ASTRA’s Marketplace & Academy in June 2010 in Providence, R.I. Of course, many other big decisions are on the mind of independent toy retailers as we start 2010. (“Don’t forget choosing new product lines!” reminds Brian Sweeney, owner of Angie’s Kid Zone in West Des Moines, Iowa.) One of ASTRA’s roles is to get specialty toy retailers the resources they need to address such business questions. But if there is a bottom line for day one or month one or quarter one of 2010, it’s that every “new start” gives you the opportunity to ask new questions, think outside the box, and make better decisions. And your ASTRA colleagues are a phone call or email away if you want to “chew it over” with someone who knows exactly why it’s so tough to decide. For more information about the American Specialty Toy Retailing Association (ASTRA) visit www.astratoy.org.

TFEntertainment Full:9x10.875 layout 2 1/6/10 11:20 AM Page 1

Amazing Flexible Building Sticks!®

Come play with America’s favorite new Award-Winning toy! Bendaroos® Amazing Flexible Building Sticks® provide children hours and hours of creating and learning fun. Kids use their imagination to build, draw, decorate and transform ordinary objects into incredible works of art! © 2010 ASM Bendaroos and Amazing Flexible Building Sticks are registered trademarks of Merchant Media, LLC

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INDUSTRY FORUM

T O BE A GOOD DESIGNER, YOU MUST KNOW PRODUCTION he biggest asset any designer can have is strong knowledge of the production process. My jaw constantly drops in shock by how many art school-educated, senior-level designers—and even executivelevel art directors—don’t know the first thing about the production process. They simply see their job as drawing beautiful product renderings and designing pretty packages. The production part is someone else’s problem. They live their professional careers without any regard as to what can or cannot be done. They seem to think it’s just not part of their job criteria. Not only should it be, but you can’t be a good designer without understanding the production process. The problem really is how art schools today just pump out graduates without ever giving them any concept of the entire process. Basic lessons on printing, how the direction of the fluting should run on a box, or even the differ-

20 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

MATT NUCCIO, DESIGN EDGE

ences between rotational-, injection-, and blow-molding processes just aren’t taught. We have become blind designers teaching blind designers. Instead of blaming ourselves for our own production mistakes we just point fingers at the factories. Fifteen years ago, everything mechanical on a package had to be spec’ed. There was no room for error. You had to know your stuff. Today designers email files that aren’t even in a proper print format, let alone correctly color spec’ed—and then they wonder why the outcome is so muddy. With a little bit more knowledge of the production process, a lot of time (and a lot of money) can be saved. Matt Nuccio is co-owner of Design Edge, inc., a graphic design and research development studio with offices in New York and Hong Kong. He can be reached at (516) 377–0500 or matt@designedge.net.

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BASIC FUN REIGNITES KOOSH

oosh is one of those brand names that lives in a consumer’s mind whether or not there is product on the market. It’s one of those words, like Band-Aid or Q-tips, that seems to represent a category in a consumer’s mind (even though the rights holders and licensees are always working to protect the original). The Koosh Ball came to be like so many items in the industry— by a parent playing with a child. A game of catch yielded an item that helps all kids learn to catch with ease and spawned a product line of countless extensions. OddzOn was founded to manufacture and distribute the Koosh Ball in the mid-1980s. Named for the sound it makes when landing, the Koosh Ball was one of the hottest toys during the holiday season of 1988. OddzOn had a program with the National Youth Sports Coaches Association (now known as the National Alliance for Youth Sports) to introduce kids on the playground to Koosh Balls as a way to throw and catch—guerrilla marketing before the term barely existed.

22 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

NANCY LOMBARDI

Years later, in the late 1990s, comedian Rosie O’Donnell shot off more Koosh Balls into the audience of her TV series, The Rosie O’Donnell Show, than one could even keep track of—this may have helped to solidify its current awareness with consumers nearly two decades since the product’s initial launch. But it was a lot of hard work by the talented team at OddzOn that created this brand and made it famous. The original Koosh was primary colors of red, blue, and yellow. It was a hit with boys and girls, teens, and adults for its texture, which is the very thing that makes it great to use for a beginner’s game of catch. The tag line promoted that it was perfect for ages 3–103, yet it was those somewhere in the middle that really enjoyed it. It’s estimated that 40 percent of Koosh Balls were purchased for adults to play with. As its popularity grew, colors were added to keep the line fresh, which lead to the multi-colored Mondo Koosh. The line grew into a brand as OddzOn introduced Woosh Rings, Koosh Kritters, Yo Koosh, pencil toppers, zipper pulls, and a line of Koosh Sports toys. Also, at that time, co-branded Koosh characters featured popular licensed characters from properties such as Sesame Street, Looney Tunes, Star Wars, and others. Now Basic Fun is relaunching the Koosh brand in 2010 under license from Hasbro, the brand’s current owner, as a specialty-inspired novelty program, according to Hasbro. Basic Fun says its priority is to re-establish the Koosh brand and once again have consumers make the connection that Koosh is the “Soft, Safe, Easy-to-Catch Ball.” “Basic Fun will feature new and contemporary colors for the core ball and a matching line of miniature key chains,” says Alan Dorfman, president of Basic Fun. “We are also working with Marvel and other top-tier licensors for a line of collectible character Koosh Balls.” Basic Fun says it has a roll out plan that will keep the line fresh with some of the most successful line extensions from the past as well as many new ideas. “Koosh is a unique product,” says Dorfman. “It has a unique feel, bright colors, and even the specific ‘koosh’ sound. Knock-offs do not and cannot capture these attributes.” This is a fact that consumers understand. No doubt consumers will embrace the Koosh brand this time around for its continued low price point and high play value, which spans generations.

10 YEARS OF HAPPY AND COUNTING! A FLOOD OF FANS • #1 animated program on all of TV 8 years in a row among K2-11 and 6-11* • 71 million monthly viewers – twice as many viewers as top broadcast hits like “Desperate Housewives”, “Grey’s Anatomy” and “Two and a Half Men” • Attracting more adults than ever – 32% of viewers are Adults in 2008 vs. 20% in 1999* *Nielsen: 7/17/99-12/31/08

2009 WAS NICK’S BIGGEST CELEBRATION YET • $100 million in marketing and promotions • Over 90 million impressions year-to-date • National sweepstakes promotion on over 15 million products

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New episodes premiere throughout the year Three on-air TV events One-hour DTV movie “Legends of Bikini Bottom” (Nov) 3D TV event airs Thanksgiving weekend (Nov) All new consumer products with new partnerships and unexpected pairings

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The Transformation of an Icon: From Russ Berrie to Kid Brands, Inc. BY LAURIE LEAHEY

he name Russ Berrie has been an iconmarketing company, turning over the Russ Berrie ic name in the gift industry since Russ name. “The name is iconic and it was important for Berrie started the company 40 years the buyer to get a hold of that brand name,” Crain ago. Using the knowledge he gained as says. The Encore Group will sell products using the a toy sales representative, in 1963 Russ name and have exclusive use of it, as well as Berrie began designing his own products. One year all related names including Applause. Encore has set later, Fuzzy Wuzzies reached retailers. Over the years the company continued up The Russ Companies, under which falls the new gift division, Russ Gift. to grow, bolstered by successful toys such as SilliSculpts and Trolls. In 2002, Because of this, Russ Berrie and Company agreed to undergo a name Berrie passed away, but the company he founded, Russ Berrie and Company, change in 2009. The shareholders approved the name change to Kid Inc., continued to produce high quality gift products. Brands, Inc., at the company’s 2009 annual meeting of shareholders held Now there’s a new name to remember—Kid Brands, Inc. On on September 22 and the name change immediately went into effect. The September 23, 2009, Russ Berrie and Company announced that its corpo- company’s common stock began trading under the symbol “KID.” rate name would change to Kid Brands, Inc. The intention to change the However, it was more than just a business transaction that forced the name was made public to shareholders last fall, but the idea to reposition former Russ Berrie and Company to change its name. Crain says the name the company’s businesses had been in the works since late 2007. change was necessary for the company to communicate its new focus on “The whole gift industry has really gone through a transformation the infant and juvenile business. But Kid Brands isn’t just about babies. and independent retailers have been incredibly troubled,” says Bruce Eventually, the company would like to reach out to not only pregnant Crain, CEO and president of Kid Brands, who came aboard Russ Berrie mothers, but mothers of 2 or 3 year olds. “We were looking for a word that in December 2007. When Crain arrived at the company, there were two would [cover] a broad spectrum of product and consumer space where we segments of business—gift and infant and juvenile. The gift side was are today and where we could grow into the future,” he says. troubled, as Crain puts it, while the infant and juvenile business, While Kid Brands’ headquarters is in New Jersey, its four brands— including the brands Sassy and Kids Line, was booming. And with Sassy, Kids Line, LaJobi, and CoCaLo—retain separate offices across the babies being born every day, as well as parents and grandparents still U.S. Kid Brands markets its products primarily under the brand names of willing to spend money on cribs, bedding, bath products, and more, the these subsidiaries and also offers programs under select licenses, such as infant and juvenile space was not in danCarter’s, Disney, Graco, and Serta. ger of declining. It was clear where the Crain says that in order to continue to company’s focus needed to be. grow the business, Kid Brands has put In 2008, Russ Berrie began the process of forth a five-point growth strategy. This selling its gift division so that the company involves creating well-made products could instead focus on its vibrant juvenile from good brands, expanding into new business. At the same time, the company products, reaching out to new channels made additional acquisitions in the infant and of distribution, bringing a complete juvenile space, buying two new businesses in nursery solution to retailers, and managApril 2008—CoCaLo, an infant bedding and ing operating costs. accessories company, and LaJobi, a juvenile The name might not be Russ Berrie anyfurniture company. more, but Kid Brands hopes that its renewed On December 23, 2008, the company sucfocus on the infant and juvenile space will cessfully divested its gift business to The LaJobi’s Bonavita brand featuring the Seaside furniture collection in allow the company to produce even higher dark walnut with CoCaLo’s Bali bedding set on it Encore Group, a diversified gift and specialty quality essentials for infants and kids.

24 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

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Helping Kids Aspire to Sports Stardom CHRIS ADAMS

spirational play is at the core of so many popular toy bat set where the bat has a larger barrel that accommodates the six categories. Youth electronics are a success because of player-specific stickers that come with the set. kids wanting to emulate older siblings and parents. This play pattern has existed throughout the The ever-classic baby doll thrives because of history of sports toys. A kid in his backaspiration. That’s not to mention the yard in 1960, holding a yellow Wiffle bat whole dress-up and action figure categories. Alright, on his shoulder envisioned Roberto you get the idea. Clemente. In 1970, kids mimed Wilt Sometimes the aspirational element of one Chamberlain as they slammed down their category in particular flies under the radar. With Nerf basketballs. the sports toys category, most often the exerAs evidenced by the longevity of brands cise and fitness angles play big parts as does such as Wiffle, Nerf, and Frisbee, the sports the socializing aspect. These are all importoys category is well-established. However, tant factors in the world of sports, but when that’s not to say that manufacturers aren’t innovatit comes to the backyard style of play that ing. The success of Little Kids’ Junkball line shows the sports toys category exemplifies, aspirathere was room for innovation in the backyard baseball tion is what it’s all about. category initiated by Wiffle. And innovation continIndianapolis Colts-licensed Nerf Weather Blitz NFL When a kid steps up to the plate in his ues to drive Hasbro’s Nerf brand. Football, by Hasbro backyard, in his mind he is A-Rod facing “We look at what kind of products our consumers Cliff Lee during game seven of the World Series. The crowd is going and fans would like to see delivered,” says Jonathan Berkowitz, global wild as he settles into his hitting stance. And….the pitch. He swings brand director for Nerf. “Nerf innovation has allowed the brand to continand connects and the ball goes flying….the ue to develop and succeed for 40 years.” Yankees win the World series!!!! Wham-O, maker of classic sports toys such as “When kids go into the backyard and play, the Frisbee and Snow Boogie, is in the midst of a they want to be a specific player,” says Jason metamorphosis. New management was brought in Engle, brand manager for Junk Ball at Little to turn the company around. Kids. “Kids are more interested in telling you “The restructuring and reorganization at who their favorite player is than who their Wham-O continues and is on track and ahead of favorite team is.” plan,” says Kyle Aguilar, CEO of Wham-O. “The The sports toys category most readily caters to great thing about Wham-O is that its brands are this mindset through licensing. Hasbro has seen household names that transcend the current genergreat success with the Peyton Manning license for ation of kids to their parents and grandparents. We its Nerf footballs. are in touch with that, and it will be a driving force This year, Little Kids is tapping into this moving Wham-O ahead in the future.” through a licensing agreement with the Major League Baseball Players Association for its Junk Ball line. There are two initial introductions. Coop Sport’s Nitro Football Certain categories in the toy industry are There will be a Junk Ball with an autograph of easy sells to parents and gift-givers. Categories one of six players. The ball will be off-white with a maroon band, emulating a real baseball. The other item is a ball and such as educational toys attract sales partly because of the feel-good BY

Feel Good

26 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

attitude they offer consumers. Like eduWham-O has responded with our product offerings cational toys, sports toys elicit a positive becoming more focused on products that can be response from consumers looking to retailed for less than $20,” says Aguilar. offer kids something that is good for Hasbro is also keeping a keen watch on their well-being. And the upsides go prices for Nerf products. “We offer footballs beyond the exercise angle. and blasters for under $10 and most Nerf “Sports play a social as well as a fitness Sports products are available for around $20 or role,” says Mike May, director of communicaunder,” says Berkowitz. tions at the Sporting Goods Manufacturers Little Kids is expanding its Junk Ball lineup with a series of Association. “From a social angle, kids will licensed Junk Balls licensed by the Major League Baseball meet other kids in their town, which is posPlayers Association. Shown is the CC Sabathia version. As the economy shows signs of stabiitive. The whole aspect of teamwork and the lizing, manufacturers of sports toys benefits of learning to work together are in a position to catch the wave are life lessons that will pay off of a rebounding marketplace. In down the road.” 2010, Little Kids will offer more The pervasiveness of sports in items—in both spring and fall—in general is a positive for the sports its Junk Ball line than ever toys category. Almost every combefore. The company is also munity in the U.S. has rec proexpanding beyond the baseball diagrams available for children Saturnian 1 Sport has updated its Fun Gripper Lacrosse stick set by offering mond with its offerings. interested in playing sports. two new neon colors. The set comes with a bean ball. And after restructuring and reorWhile not all kids who play with ganization, Wham-O has positioned sports toys are involved in organitself to gain steam in 2010. “Although Wham-O has ized sports, it is safe to say that a sweeping majorfelt the effects of the economy like everyone ity of kids involved in organized sports are else, we are having a strong fourth quarter sports toy consumers as well. 2009, and our outlook heading into 2010 is This is where the sports toys category very strong and favorable,” says Aguilar. may suffer most as an effect of the reces“Our end of the year reads on orders and sion. As communities are being forced to point of sale indicate that 2010 will be a do more with less money, those budgetvery good year at Wham-O.” ary expenditures beyond essential municWhile the sports toys category wasn’t ipality functions are the first to see the hit as hard as some other categories, budgetary knife. thanks to its time-tested play patterns and What this means is sports toy manufacturers low price points, positivity abounds among have to maintain as high a profile as possible to its manufacturers. No matter the year, there keep their sports and their items at the forefront. As a will always be kids standing in their backyard result of economic factors, manufacturers are keeping a channeling the spirit and performance of close watch on pricing. Wham-O, maker of Frisbee brand flying discs, is their favorite athletes. “Retailers are looking for lower price points, and in the midst of reorganizing and restructuring.

Game Plan 2010

JANUARY 2010 TOYS & FAMILY ENTERTAINMENT 27

Sports Toys CHRIS ADAMS

A good sports toy is one that not only performs well, but also acts as an imaginative springboard for kids. Good sports toys help put children playing their favorite sport in a backyard or a sandy lot in the shoes of the most heralded athletes of the day. What kids might not realize is that all of that aspirational play is also very important from a health standpoint. Below are a range of offerings that not only help kids aspire to professional sports stardom, but also help keep them fit. BY

Hasbro

New additions to Hasbro’s Nerf Sports line include the Nerf Weather Blitz Flag Football Set; Nerf Weather Blitz NFL Football, which is a larger size than the original Weather Blitz football; Nerf Weather Blitz Flyer Disk; Nerf Curve Pitch Baseball Set (below); and Nerfoop Pro Basketball Set (right).

Wham-O

Saturnian 1 Sport

Saturnian 1 Sport’s Fun Gripper Fireball Sport Series of balls and flyers (below) are made from composite suede material with Saturnian’s patented Fun Gripper foam matrix covering. Available in three colors, items in the line feature a vibrant, embossed flame design. Also on the way from Saturnian 1 Sport is the Fun Gripper Lacrosse set (left), which comes with a bean ball. The stick is available in two new neon colors.

What started in the 1950s as the Pluto Platter has turned into a longstanding staple of the sports toy category. Wham-O keeps its Frisbee line fresh by continuously offering new additions to the line. Some of the latest introductions include the Max Flight Frisbee Disc (left), which features a high-tech composition that has allowed it to be thrown 350 feet, according to Wham-O. Also on the way is the Mini Frisbee Golf Set (right), which brings the larger than life game of Frisbee Golf down to a more manageable size. It includes a scaled version of the Official Frisbee Golf Target, six Mini Frisbee Discs, and metal chains designed to catch the Mini Frisbee Discs.

28 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

Fisher-Price

The Tornado Tee Golf set (shown), by Fisher-Price, offers an innovative way to play golf. When the activation button is pressed, the golf ball is loaded onto the tee. It then levitates above the tee for approximately eight seconds, making hitting the ball easy and fun for kids. The set requires six D batteries, which are not included.

International Playthings

New introductions to International Playthings’ iPlay Outdoor line include the Big Fat Foam Bat (right). The bat, which is designed and weighted especially for young children, comes with a large foam ball. Also on the way is the Soccer Trainer (below), which includes a base, a ball, and a pump.

Little Kids

Little Kids signed a deal with the Major League Players Association for its Junk Ball line. The first offering is a series of six player-licensed Junk Balls. Players whose autographs are featured on the balls include Tim Lincecum, Alex Rodriguez, Johan Santana, CC Sabathia, Dustin Pedroia, and David Wright (shown). Also on the way is a Junk Ball ball and bat set that features a bigger-barrel bat and stickers featuring six Major Leaguers that can be stuck to the bat.

Poof-Slinky

Poof-Slinky’s Sport Pack (shown) offers kids a variety of sports options. The set of colorful foam balls includes a 9.5inch football, a 7.5-inch soccer ball, and a junior basketball. The Pro Gold Mini Sport Pack offers more realistic versions of these balls.

Coop Sport

Coop Sport’s new Nitro line features all-terrain, all-weather sports equipment. The balls are coated in the patent-pending Supergrip TPR (thermoplastic rubber). Included in the line are a nine-inch football, a size five volleyball, a soccer ball, a basketball, Nitro Lacrosse Stix, Nitro Baseball Glove ’n Ball, Nitro Bat ’n Ball, Nitro Flying Disk, Nitro Catch Game, and Nitro Paddle Game. Shown is an assortment of the new Nitro offerings from Coop Sport.

JANUARY 2010 TOYS & FAMILY ENTERTAINMENT 29

Toy Fair 2010

compiled by Laurie Leahey and Paul Narula

Next month, the toy industry will gather in New York City for the 2010 American International Toy Fair to see what this year will bring. Whether it’s bold new products or innovative takes on classic play, many companies have expanded their lineups for the new year. Here’s an early look at what Toy Fair 2010 attendees can expect to see at the Jacob Javits Convention Center.

Step 2 Step 2 is introducing a wide range of new products for babies and toddlers in 2010. The Sizzlin’ Shapes Kitchen features shape-sorting refrigerator doors and a sink to teach kids sorting, as well as a counter that features real cooking sounds. For older children, the Lifestyle Sizzle & Store Kitchen features a kitchen counter with a sink, two stove burners with knobs, cutting board decal, salt and pepper shakers, coffee maker/pot, and utensil storage pocket.

CBS Consumer Products

CBS Consumer Products, a division of CBS Entertainment, will be introducing new toys and games based on some of the network’s most popular television series, as well as the upcoming CBS film Beastly, starring Vanessa Hudgens and Neil Patrick Harris. CBS Consumer Products will also be announcing a new expanded roster of TV licensed video games, based on series such as NCIS and more.

Pokemon Sizzlin’ Shapes Kitchen

Big Tent Big Tent has signed a number of new licensing deals for the Domo property. Nancy Sale Company will create Domo plush toys in various sizes, as well as additional novelties. A & A Global has signed on to create novelties for vending machines. Bell Sports will produce scooters, skateboard decks, helmets, and protective gear.

30 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

Pokémon will be releasing the two newest editions of the Pokémon video game for 2010. Pokémon HeartGold Version and Pokémon SoulSilver Version will launch in spring. In addition, four new Pokémon HeartGold and SoulSilver trading card game expansions will be unveiled, the 13th television series season will air, and a new Pokémon movie will debut.

Schleich Schleich is expanding its fantasy-based Bayala collection at Toy Fair this year. The Bayala collection will introduce a new tribe called the Arelan, specifically aimed at boys attracted by intrigue and mystery. Each figure has a partial feature from its animal comBayala collection panion—some have deer antlers, others have panther fur, and yet others take on features of animals such as wolves or falcons.

Elmer’s Elmer’s will be introducing a number of new educational kits for 2010. The My First Penguin Kit teaches children about penguins by teaching them how to be a penguin. Kids will use all of their senses to experience the world as a penguin would and will also measure, compare, and ask questions. The Heavenly Hair Kit teaches children how to make their own shampoo and conditioner, as well as about how hair grows, what makes it curly or straight, and more.

The Young Scientists Club The Young Scientists Club is introducing new kits for 2010 with solar energy, animal tracking, and dinosaurs as themes. The Magic School Bus Solar Energy to the Rescue kit teaches children about the greenhouse effect and shows them how to collect carbon dioxide and recreate global warming in a bottle. The Magic School Bus Back in Time with the Dinosaurs kit lets children create a diorama, build wooden dinosaur replicas, and more. Science on a Tracking Expedition takes science outdoors and hands-on with science experiments that teach children how to identify tracks, cast animal tracks, and more. The new Animal Tracks card set features three traditional games with a science twist. Children can play concentration, bingo, and guess the tracks with the 80 included cards and instructions.

Nickelodeon & Viacom Consumer Products Nickelodeon & Viacom Consumer Products (NVCP) will be celebrating the 10th anniversary of its preschool brand Dora the Explorer with a full lineup of new toys and games, including the new bilingual Day to Night Dollhouse and the singing and dancing We Did It Dora Doll from Fisher-Price. NVCP will also be unveiling the Spin Master toy line for the upcoming The Last Airbender movie, directed by M. Night Shyamalan. Spin Master has developed a line of action figures, vehicles, playsets, and more. NVCP will continue to expand its licensing program for SpongeBob SquarePants. The company will also unveil new toy partners for iCarly and True Jackson, as well as new lines for preschool properties Ni Hao, Kai-lan; Go Diego Go!; and The Wonder Pets.

JANUARY 2010 TOYS & FAMILY ENTERTAINMENT 31

Toy Fair 2010 PlaSmart PlaSmart is the North American distributor for Yummy Dough, a dough that kids can shape, bake, and eat. When mixed with water, Yummy Dough becomes a smooth, kneadable play dough. But unlike play dough or real dough, Yummy Dough does not contain baking agents such as yeast or baking powder. Yummy Dough contains only food materials such as sugar, starch, flour, and eggs. Yummy Dough is for ages 3–12.

University Games The object of University Games’ Callisto is to be the player who places the most tiles on the board. Tiles must be placed next to another tile of the same color. Callisto can be played by two, three, or four players. A different playing surface is used to account for variations in game play and strategy with more or fewer players. The game comes with 72 plastic tiles, 12 pillars, one plastic playing board, three printed color backgrounds for two-, three-, and four-player versions, and instructions. It is for ages 7 and up. 20 Questions is the classic game of people, places, and things. Each round features a new mystery topic from history, entertainment, sports, or culture. The fewer clues a player needs to guess correctly, the farther a player moves on the board. This new edition of 20 Questions features updated mystery topics. It comes with 126 cards, four question mark playing pieces, 20 question chips, five free guess chips, a game board, and instructions. It is for two to four players ages 10 and up.

32 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

ToyQuest ToyQuest entered into a new licensing collaboration with Mattel to produce a brand new Barbie backyard play program for girls. The collection will Barbie Jumping Fun Dancer include inflatable pools and pool toys, sand boxes and accessories, bubbles, sprinklers, chalk, garden tools, and outdoor furniture. All products will feature the recognizable Barbie pink color. ToyQuest will unveil the program this spring.

Discovery Communications Working with its toy partner Cahootie, Discovery Communications’ Animal Planet is bringing all things animal to playtime. Animal Planet Cahootie is a new line of educationally oriented, animal-themed products based on the iconic fortune teller folded paper game that features questions, fortunes, and challenges related to kids and their love of animals. Made of pre-folded, ripresistant laminated paper with colorful photographs from Animal Planet, Cahooties fit one of four animal themes: Dogs Rule!, Cats Rule!, Sea Creatures, and Endangered Creatures.

Crayola The new Color Wonder Lap Desk lets kids make mess-free masterpieces wherever they go. Color Wonder color appears only on special paper and not on skin, carpeting, or clothing. Whether it’s traveling by car or plane, or sitting on the living room floor, the Color Wonder Lap Desk gives young artists a large, hardtop surface to work on almost anywhere they like. The sturdy desk has a built-in handle and a soft fabric bottom that doubles as a storage unit for Color Wonder markers and paper. The lap desk is equipped with 12 restickable pieces of Color Wonder paper that stay in place while kids are creating. The desk also includes five Color Wonder mess-free mini markers in red, orange, yellow, green, and blue. The lap desk is for ages 3 and up.

Mattel

Barbie I Can Be... Pet Vet

For spring 2010, Mattel will launch new careers for Barbie. The Barbie I Can Be… doll assortment includes Barbie as a pet vet, a bride, a rock star, a race car driver, and a pediatrician. Each doll is packaged with a code that unlocks exclusive online content. The dolls are for ages 3 and up. As a licensee for Disney/Pixar’s Cars, Mattel will add new character vehicles and playsets to its lineup. The Cars Color Changers Playset lets kids give cars a custom paint job at Ramone’s House of Body Art. Kids change the paint job of their Cars Color Changers vehicles with a simple spray activation or with the use of the water dunk tank. The playset is for ages 3 and up.

Shred Sled Gamewright In Forbidden Island, players must work together to capture four sacred treasures, as the island sinks beneath every step. Race to collect the treasures and escape before being swallowed into the watery abyss. Forbidden Island comes with 58 playing cards, 24 island tiles, six pawns, four treasure figurines, a water meter, a water-level marker, and instructions. It is for two to four players ages 10 and up.

The Shred Sled is the next generation of caster boards. Shred Sled’s two boards and flexible connector allow both boards to rotate around the vertical and horizontal axes, making it easy for kids to maneuver the board. For better control and traction, each deck has a grip surface to maximize traction and stability while the concave decks give better foot control. The Shred Sled’s four wheels are easier to control than two-wheel boards. The polyurethane wheels and ABEC-5 bearings are smoother and stronger than standard hardware and rarely need to be replaced. Shred Sled is available in black, blue, or red. It is for ages 8 and up.

JANUARY 2010 TOYS & FAMILY ENTERTAINMENT 33

TRINKETS

FOR

PAUL NARULA

THINKING: THINK-A-LOT TOYS

nspiration can strike anywhere, especial- to garner a few industry opinions. “We received ly when it comes to a wide and varied strong feedback from many people in the indusindustry like the toy business. For Randy try, so we decided to put some money Compton, CEO of Think-ainto this project and see where it went,” Lot Toys, inspirasays Compton. In 2007, Compton and tion struck while trying Think-a-Lot Toys made its official to keep his young daughdebut at Toy Fair with the finished ter occupied during a break version of Think-ets. on one of their hiking trips. A basic Think-ets set consists of Far away from any standard a small mesh bag with a number toys and games, Compton of small trinkets in it. The trinwould play a game called kets could represent any number “What’s Missing” with his of things, from a tiny pig to a daughter, challenging her to star to a full-sized ring. Kids memorize the positions of a numcan use these trinkets to play ber of small objects and figure out a number of games, which which had been taken away after could be the original she had looked away. “It’s an old but “What’s Missing” game wonderful game,” says Compton. “I that inspired the creation thought, perhaps if we took some small of Think-ets or more comtoys and dollhouse miniatures and made plex storytelling games, such as Think-ets a full-fledged game out of it, people “What’s Your Story?” Think-a-Lot Genius Edition would be interested in the product.” provides instructions for a number of Having just left his former occupation games, all of which are designed to as an executive director for a non-profit and with get children involved with Think-ets. “[Thinkno clear idea of what his next plan was, ets] really does engage kids and Compton decided to give the toy business a try. their imaginations,” says It was no simple task, certainly, but Compton put Compton. “Kids are really open to together a company to produce and market his being creative. They’ll riff, they’ll new product, called “Think-ets” (a play on the go and tell stories. They like a toy word “trinkets,” as the playing pieces resemble that is stimulating them in creative small collectibles and miniatures), which ways.” Think-ets appeals to parbecame Think-a-Lot toys. The prototype Think- ents for the same reasons, with the ets was developed in 2005 and it was Compton’s additional advantage of being neighbor Jeff Scott, a toy inventor in his own easy to carry and play anywhere, right who created the Flashflight LED flying which grants them an easy way to keep children disc, who took the product to Toy Fair that year occupied in otherwise dull situations. Compton

34 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

The various Think-ets sets have many game play options, one of which is a memory game.

mentions getting letters from parents, grandparents, and even servers from restaurants about how they’ve used Think-ets to keep their children entertained and under control, averting tantrums and meltdowns. “Think-ets can keep kids engaged in a healthy way,” says Compton. Think-ets has continued to grow in popularity since its initial release. Compton notes that many educators, ESL instructors, and even psychologists have begun to use Think-ets to help them with their jobs. Think-a-Lot Toys has expanded the availability of Think-ets with a new Deluxe Pack (which features 30 different trinkets) and a new Teacher Edition that comes packaged with a booklet of activities and instructions designed by educators, therapists, trainers, and social workers. Following the success of its initial product, Think-a-Lot is developing a new card game that is “more refined” than Think-ets, featuring a wider variety of games and detailed images while keeping the Think-ets Deluxe aspects of the creativity and storytelling that Think-ets inspires. There’s no need to alter what has proven to be an effective method of combining play, learning, and imagination. “Learning really happens when your heart is engaged and your heart is engaged when you’re having fun,” says Compton.

YOU’RE HIRED

KAMONDY AND BISNER, NEW HIRE AND PROMOTION

Copyright Promotions Licensing Group (CPLG) named Andrew Kamondy as senior licensing director of CPLG Canada. He will help rejuvenate the licensing program for Jim Benton’s It’s Happy Bunny, as well as orchestrate the Canadian launch of the teen and junior ladies’ fashion brand Pink Cookie. Previously, Kamondy served as director of marketing/licensing sales at Segal Communications. CPLG U.S. promoted Brenda Bisner to director of licensing. Bisner will solicit partAndrew Kamondy ners in a variety of categories including trading cards, HBA, home décor, and live shows, as well as secure master toy licensees for the company’s top properties. She will also sign global interactive deals with developers and manufacturers of console games for Cookie Jar’s property list. Bisner will help handle sales and secure home entertainment distribution deals for Cookie Jar and CPLG’s thirdparty properties in addition to managing existBrenda Bisner ing relationships with DVD partners. CPLG U.S. also promoted Stephanie Gonzalez to director of licensing. Gonzalez will continue to oversee the development and implementation of merchandising programs for brands, such as Strawberry Shortcake, Varsity, Harlem Globetrotters, and Richard Scarry. She will focus on a wide range of categories including all soft lines, accessories, back-to-school, bags, costumes, food and consumables, footwear, Halloween, party goods, vending and Stephanie Gonzalez amusement, and stationery

PLASMART, INC.

SAM ARMSTRONG, COO

PlaSmart, Inc., recruited Sam Armstrong as its new COO. Armstrong will ensure PlaSmart’s continual growth in a sustainable and profitable manner. He will oversee daily operational functions and support sales and marketing. Most recently, Armstrong was CEO of Schleich North America, where he was directly responsible for introducing the European brand into North America.

36 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

THE JOESTER LORIA GROUP

LAURA LOMANDA, ACCOUNT MANAGER

The Joester Loria Group hired Laura Lomanda as an account manager. Lomanda will be responsible for managing licensing programs for key clients including PepsiCo (Pepsi, Mountain Dew, AMP, and Aquafina). Prior to joining The Joester Loria Group, Lomanda worked for The Coca-Cola Company, where she built the licensing program for CocaCola Olympic City in conjunction with the 1996 Olympic Summer Games. Her experience also includes managing the licensing and retail programs for MTV and VH1 and also Sony Signatures for the FIFA World Cup 1998 and the 2002 Olympic Winter Games in Salt Lake City.

KENN VISELMAN PRESENTS… APPOINTMENTS

Kenn Viselman, the producer and marketer who brought the Teletubbies and Thomas the Tank Engine to the Americas, formed a new film and television production company called Kenn Viselman presents… Key staffer appointments include Angela Rivet as senior vice-president of production; Eileen Potrock as senior vice-president of marketing and third-party strategic alliances; Julie Polkes as vice-president of public relations; Kara Moline as director of ancillary rights; and Mitchell Rivet as manager of investor relations. Rivet comes to Kenn Viselman presents... from her position as co-producer on The Oogieloves in The BIG Balloon Adventure. Potrock worked with Viselman at The itsy bitsy Entertainment Company. Previously, Polkes served as senior vice-president at Rogers and Cowan where she represented films from production through release, talent, producers, and directors. Moline was previously licensing consultant for The Oogieloves in The BIG Balloon Adventure. Rivet previously served as vice-president of Pure Media Creative, securing financing and overseeing development for the independent production house.

HASBRO STUDIOS

KATHY SAMUELS, EXECUTIVE PRODUCER

Hasbro Studios named Kathy Samuels as executive producer. In this new role, Samuels will be responsible for overseeing production on a number of the newly formed studio’s creative initiatives, covering a variety of program genres. Samuels comes to Hasbro Studios from CTDG, a syndicator of television programming, where she was senior vice-president and part of the team that oversaw the development, launch, and programming of shows such as Rachael Ray, Entertainment Tonight, and The Insider.

CHORION

RACHEL BADER, LICENSING DIRECTOR, PACKAGED GOODS AND PROMOTIONS

Chorion appointed Rachel Bader as licensing director, packaged goods and promotions. She will be responsible for maximizing the revenue and exposure generated by Chorion’s portfolio of brands, including Olivia, Mr. Men and Little Miss, Noddy, Paddington Bear, and The World of Eric Carle, for the Americas. Bader joins Chorion from Scholastic Media where she was director, licensing and consumer promotions and, prior to that, manager, online marketing. Previous positions include founder and co-owner of stationery company Kickball Designs and senior manager/event producer at Kirshenbaum Bond and Partners.

HIT ENTERTAINMENT

SANGEETA DESAI, CHIEF OPERATING OFFICER

HIT Entertainment hired Sangeeta Desai as COO. Desai will be responsible for the day-today operations of the company, and will oversee the business development, global brand management, consumer products, live events, marketing, communications, and creative resources teams around the world. Previously, Desai was a principal at Apax Partners, a private equity firm and owner of HIT Entertainment. Since Jeff Dunn’s appointment as CEO of HIT last year, Desai has been working closely with HIT Entertainment, acting as an advisor and helping to develop the company’s strategic plans.

MANHATTAN TOY

KLEIN & REITSMA, PROMOTIONS

Manhattan Toy promoted Mike Klein to president and CEO and Amy Reitsma to director of sales. Klein will be responsible for advancing the position of the company as a leader in providing products for the specialty toy and gift markets. He joined the company in 2000 and most recently served as COO. Reitsma will be responsible for leading the sales efforts in the North American market, and also all international markets, outside of Europe. Prior to this promotion, she was manager of national accounts and channel development. She first joined Manhattan Toy in 1991.

LEAPFROG ENTERPRISES, INC.

SARAH SHIN, VICE-PRESIDENT, HUMAN RESOURCES

LeapFrog Enterprises, Inc., hired Sarah Shin as vice-president, human resources. She brings to LeapFrog her extensive experience building talent and driving an innovative culture. Shin joins LeapFrog from Apple, where she served as director of human resources for Apple’s human resources corporate strategy and hardware engineering divisions. Prior to Apple, Shin spent four years managing and developing talent for Hewlett-Packard.

THE BRIDGE DIRECT, INC.

GEORGE VORKAS, GENERAL MANAGER OF NEW BUSINESS DEVELOPMENT

The Bridge Direct, Inc., named George Vorkas as the company’s general manager of new business development. In this role, Vorkas will develop new business opportunities and act as the direct liaison with the company’s major clients. Vorkas joins The Bridge from Li & Fung, where he spent more than seven years managing supply chain projects. While at Li & Fung, he served as head of Toy Island and managed the Disney Direct initiatives. Prior to Li & Fung, he was head of Monogram International, served as a senior executive at Toy Biz, and as director of research and development at Toymax.

JANUARY 2010 TOYS & FAMILY ENTERTAINMENT 37

EVENTS OF

CALENDAR

Industry-Related Trade Shows MARCH 2/26–3/1

Halloween Costume & Party Show

21–24

Boston Gift Show

11–14

18–20

hcpshow.com

Australian Toy, Hobby, & Nursery Show toyfair.com.au

Ed Expo

nssea.com

bolognachildrensbookfair.com

Bologna Fair Centre

Bologna, Italy

Blaisdell Exhibition Center

Honolulu

gama.org

Western States Toy & Hobby Show

17–19

Hawaii Market Merchandise Expo douglastradeshows.com

27–30

MAY

Orlando, FL

Boston

27–30

APRIL

Orange County Convention Center

Melbourne, Australia

Boston Convention & Exhibition Center

GAMA Trade Show

Bologna Children’s Book Fair

Melbourne Convention & Exhibition Center

Rosemont, IL

bostongiftshow.com

23–26

Donald E. Stephens Convention Center

wthra.com

Hong Kong Gifts & Premium Fair hkgiftspremiumfair.com

Bally’s Las Vegas

Long Beach Convention Center

Hong Kong Convention & Exhibition Center

Las Vegas

Long Beach, CA

Wanchai, Hong Kong

25–27

Sweets & Snacks Expo

allcandyexpo.com

McCormick Place

Chicago

6–8

Minneapolis Mart Gift & Acc. Show

mplsgiftmart.com

Minneapolis Mart Showroom

Minnetonka, MN

13–16

ASTRA Marketplace

astratoy.org

Rhode Island Convention Center

Providence, RI

22–27

Origins Game Fair

originsgames.com

Greater Columbus Convention Center

Columbus, OH

JUNE 8–10

15–17

Licensing Show 2010

licensingshow.com

e3expo.com

Mandalay Bay Convention Center Los Angeles Convention Center

Las Vegas

Los Angeles

LICENSING SHOW 2010 JUNE 8–10; MANDALAY BAY CONVENTION CENTER, LAS VEGAS; WWW.LICENSINGSHOW.COM

FALL TOY PREVIEW 2010 OCTOBER 5–8; DALLAS MARKET CENTER, DALLAS; WWW.TOYASSOCIATION.ORG

38 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

Today’s the day… to rise and shine on the farm “let’s play!”

2 sides of play! “good morning!”

“1, 2, 3”

“lights on!”

“a, b, c, d, e, f, g …” laugh & learn learning farm

™

The learning fun begins as soon as baby crawls through the barn door and is rewarded by engaging

“you’re #1!”

“m-m-more, please!”

music and twinkling lights. There are letters to learn, shapes to sort, eggs to count and animals to feed. More than 30 delightful songs and tunes, lots of fun phrases, and two full sides of play!

www.fisher-price.com

“I’m a little muddy”

LZR45864_P7680_TFE_Jul_Ad.indd 1

LZR45864

6/18/09 2:21:58 PM