Table of Contents
August 2011 volume 6, no. 7
features
departments
26 Behold the Power of Mom’s Word
4
Observations & Opinions
6
Sizzlers
8
Specialty Sizzlers
by Chris Adams
30 AbC Kids Expo: Product Presentation by Chris Adams
34 bubbles get a new Look by Laurie Leahey
35 bubbles: Product Presentation by Laurie Leahey
36 Outdoor Play: Product Presentation by Jennifer Lynch
38 navigating Social Media by Nancy Lombardi
40 Specialty Emporium Profile: Elenco by Jennifer Lynch
10 The Ticker 16 Merchandise Makers: Wham-O 18 Industry Forum: TIA 20 Industry Forum: Design Edge 22 Shelf Talkers 24 Tips from the Imagemakers: Kiddie-i-Oh, Inc. 42 Calendar of Events
on this page Clockwise from the top is the Razor Graffiti Chalk Scooter; Lalaloopsy Puzzle from Ceaco; Fruit Ninja Kinect for Xbox 360; Crayola’s Colored Bubbles; Elenco’s Snap Circuits; and Cloud B’s Poufs.
on the cover Manhattan Toys’ Parents Magazine line of products will be on display at this year’s ABC Kids Expo. Shown here are the Squirt Bugs, part of the bath toy line. COvEr by
DESIgn EDgE
ObservatiOns & OpiniOns
WWW.ANBMEDIA.COM
Yes, Virginia, There Is a Toy Industry B BY
T
OB
GLASER
here’s about six weeks or so during the summer that is historically the worst time for the toy industry. It’s a phenomenon that occurs every year and it’s one that I have written about in past years. When speaking with manufacturers, I hear the same universal lament at this time of the year, “Will I ever sell another toy?” The answer, of course, is yes. In a bit of related good news, last month, Mattel, Hasbro, and Jakks all reported an increase in second quarter sales from the same quarter compared with a year ago. Certainly some of this can be attributed to licenses tied to popular summer movies. From a personal standpoint, I’m never happy to see summer draw to a close. From an industry standpoint, it’s the best thing that can happen. The end of summer always means the same thing: the most important time in the toy industry is rapidly approaching, which is obviously the fourth quarter but, increasingly, the back-to-school season is very important as well. Back-to-school promotions are now in full swing. Backto-school sales are always watched closely by retail experts looking for an early read on consumer spending habits moving into the fourth quarter. This information becomes more closely watched with each passing year. All I can say is that judging by some of the great toys we have been reviewing in our office for our consumer site, TimetoPlayMag.com, there are going to be many great choices for kids for this coming holiday season. In case you still need further proof that the whole toy industry—both mass and specialty segments—are alive and well I offer you results from the most recent ASTRA (American Specialty Toy Retailing Association) Convention held in June in Anaheim, Calif. I must commend Kathleen McHugh and the ASTRA staff for putting on what everyone is saying is the best ASTRA Convention to date. This year’s event had the most exhibitors, the most attendees, and the largest total gathering of any ASTRA Convention. The convention floor had a vibrant buzz of activity and positive energy for the duration of the show. Let’s hope next year’s event—and the upcoming trade shows overall—are even better.
4 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
PUBLISHED
BY ANB
MEDIA • Volume 6, Number 7
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 EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM CONTRIBUTING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR LAURIE LEAHEY LAURIE@ANBMEDIA.COM ASSISTANT EDITOR JENNIFER LYNCH JENNIFER@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTORS MARK NUCCIO, MARK@DESIGNEDGE.NET; MATT NUCCIO, MATT@DESIGNEDGE.NET; TIA STAFF 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 is published eight times per year by aNb Media. Copyright 2011 aNb Media. 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. 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. Angry Birds Game
Power Rangers Samurai Deluxe Megazord
Star Wars LEGO Lalaloopsy Doll
Beyblade Metal Fusion
Angry Birds gAme mattel Angry Birds Plush with sound Commonwealth BeyBlAde metAl Fusion hasbro CAPtAin AmeriCA the First Avenger disC lAunChing shield hasbro CArs 2: die-CAst Assortment mattel Cozy CouPe little tikes lAlAlooPsy doll Assortment mgA entertainment
6 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
lego hArry Potter Assortment lego lego stAr wArs Assortment lego monster high deAd tired doll Assortment mattel monster high hydrAtion stAtion PlAyset mattel my PAl PuPPy leapFrog Power rAngers sAmurAi ACtion Figure Assortment Bandai trAnsFormers: dArk oF the moon Assortment hasbro
RETURN
HONG KONG VENDOR POCKET GUIDE 2012
THIS FORM (BY FAX, EMAIL, OR MAIL) TO BE
HONG KONG VENDOR POCKET GUIDE, SUPPLEMENT TO THE DECEMBER 2011 ISSUE.
INCLUDED IN THE A STAND-ALONE
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Specialty SizzlerS
Specialty Sizzlers: What’s Moving Off Store Shelves in the Specialty Market? TOYS & FAMILY ENTERTAINMENT continues its monthly poll of individual specialty retailers. Rather than polling retailers nationwide, this month we asked FRANKLIN’S TOYS for its current top sellers. Listed below, in alphabetical order, are what consumers recently purchased in store at Jeff Franklin’s two Maryland locations as well as online at FRANKLINSTOYSTORE.COM.
FROGS
•
WILD CREATIONS
MINI OGODISKS
•
OGOSPORT
“A consistent seller over previous summers, but for some reason it has really taken off lately,” says Jeff Franklin, president of Franklin’s Toys.
PUMPONATOR BALLOON PUMPING STATION
•
PUMPONATOR
SLAP WATCHES
•
ZANY BANDZ
SPOT-IT!
•
BLUE ORANGE GAMES
STOMP ROCKET
•
D&L COMPANY
•
CARSONDELLOSA
“A classic that just keeps on selling,” he says.
SUMMER BRIDGE ACTIVITY BOOKS ZIBITS WAVE 1
•
Spot-It!
SENARIO
“This item is new and moving fast,” Franklin says.
Zibits
8 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
The TICKeR
A Recap of Industry Headlines For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Blasts The symbol to the left is a special type of bar code called a QR code. If you have a QR code app installed on your smartphone (there are many free versions available), snapping a picture of the code to the left will direct your phone’s internet browser to www.aNbMedIa.coM where you can read the latest industry news, sign up for free weekly news blasts, access the content of Toys & Family EnTErTainmEnT, and much more.
NickelodeoN earNs Global broadcastiNG riGhts to MoNsuNo Jakks Pacific, Inc., Dentsu Entertainment USA, and FremantleMedia Enterprises (FME) announced a global content distribution deal with Nickelodeon for worldwide broadcast rights to the new original animated entertainment franchise Monsuno. Nickelodeon will launch the series on its channels in the U.S., Latin America, the UK, key European and Eastern European territories, Australia and New Zealand, India, Southeast Asia, Russia, and Africa. The Monsuno series will first launch in the U.S. on Nicktoons and in select English-speaking countries.
aNGry birds iN retail ProMotioN TCC, a company that created marketing programs that change shopper behavior to increase store sales, has been granted a global license for retail loyalty promotions to Rovio’s Angry Birds franchise. The multi-year agreement grants TCC worldwide rights in a wide range of distribution channels including: supermarkets and hypermarkets, drug stores, health and beauty chains, newspaper and newspaper kiosks, fuel chains, and convenience stores. TCC’s UK and Hong Kong offices will also target select retailers to design customized Angry Birds programs globally.
New care bears series to hit sMall screeN American Greetings Properties, the intellectual property and outbound licensing division of American Greetings Corp., has greenlit the production of a new CGI-animated television series for the Care Bears. The series is slated to debut in 2012 to coincide with the property’s 30th anniversary. In addition, a toy line from Hasbro is planned for 2013.
10 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
The TICKeR
A Recap of Industry Headlines For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Blasts
Phineas and Ferb Face OFF FOr nhL aPPareL The National Hockey League (NHL) and Disney Consumer Products will launch a collection of co-branded merchandise featuring characters from Disney Channel’s animated series Phineas and Ferb wearing NHL and team-branded merchandise. The collection will include apparel, headwear, home products, and collectibles. NHL and Disney will launch the line to retail throughout North America this fall, just in time for back to school and the 2011–2012 NHL season.
LeGO siGned FOr dc Universe, MarveL Warner Bros. Consumer Products with DC Entertainment and The LEGO Group announced that LEGO will create the LEGO DC Universe Superheroes. The multi-year licensing agreement grants LEGO access to the entire library of DC Comics characters and stories. Construction sets, minifigures, and buildable characters and creatures inspired by the universe of DC Comics are slated to launch in January 2012. The LEGO Group also signed a wide-ranging strategic licensing deal with Marvel Entertainment, which grants The LEGO Group the rights to develop a distinct Marvel-branded construction toy collection called LEGO Superheroes, which will bring the characters, vehicles, and action of Marvel’s universe to LEGO’s build-and-play adventure world. Initial construction sets, minifigures, and buildable characters are scheduled to launch in May 2012. The collection will spotlight three Marvel franchises: The Avengers movie and X-Men and Spider-Man classic characters.
12 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
The TICKeR
A Recap of Industry Headlines For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Blasts
toys ‘r’ us offers
the
kiNdLe
Amazon’s Kindle portable eReaders and accessories at now available at Toys “R” Us stores nationwide. Models currently available at Toys “R” Us stores include Kindle Wi-Fi in graphite, Kindle 3G with Wi-Fi in graphite, and Kindle Wi-Fi with special offers. Accessories and cases include the Amazon Kindle leather cover, Amazon Kindle cover with light, and Amazon Kindle power adapters. Toys “R” Us is supporting the rollout of Kindle products through a comprehensive marketing campaign, including print promotions and in-store signage.
New thuNdercats toys hit retaiL
Jakks Named master toy LiceNsee for meN iN BLack 3 Jakks Pacific, Inc., has entered a worldwide master toy licensing agreement with Sony Pictures Consumer Products, Inc., to manufacture, distribute, and market a line of toys and products based on the 3-D action comedy Men in Black 3. The agreement, which covers the Men in Black franchise, includes action figures, accessories, playsets, roleplay, youth electronics, novelties, games and puzzles, Halloween costumes, and more. The Men in Black 3 product line is expected to launch in spring 2012 to coincide with the film’s May 25, 2012, worldwide release.
A new ThunderCats toy line from Bandai America and Warner Bros. Consumer Products is now available at retail locations nationwide. The line was timed to the debut of the new re-imagined animated series, ThunderCats, which premiered in an hour-long special event on July 29 on Cartoon Network. The line showcases the iconic series using Bandai’s innovative ThunderLynx magnet activation technology, featured in four-inch figures, vehicles, and playsets. The toys also feature interactive lights, sounds, and actions.
target sigNed for my LittLe PoNy retaiL excLusive Hasbro, Inc., signed with the Target Corporation for an exclusive My Little Pony retail program featuring out-of-aisle premium space in the toy department. The space will be devoted to My Little Pony merchandise inspired by the world of Canterlot from the My Little Pony: Friendship is Magic series. The new retail program launched July 31 at Target stores nationwide. The line features bedding, costumes, books, T-shirts, arts and crafts, activity sets, and exclusive toys that focus primary on the series’ three main pony characters: Princess Celestia, Princess Luna, and Twilight Sparkle.
sesame workshoP gets active with PLaytime Playtime, a global provider of unique, interactive play areas, has entered an exclusive licensing agreement with Sesame Workshop to create molded Sesame Street indoor play areas for malls, shopping centers, and retail outlets. Playtime is actively seeking partners to work together on a multi-year rollout of Sesame Street-branded indoor play areas and custom-themed playgrounds. Playtime is currently working with Sesame Street design teams to develop design concepts for the project.
14 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
Merchandise Makers
: Turning Toys inTo ClassiCs BY JENNIFER LYNCH
E
ach season toy companies aim to produce the must-have item on everyone’s list. And when Wham-O co-founders Richard Knerr and Arthur “Spud” Melin saw demand for their first invention the slingshot (originally intended for hunting) grow overnight, they honed their knack for finding and creating must-have toys into a business model the company continues to follow today. For Knerr and Melin, the sound the slingshot made “wham-o” was the name that best represented the company. To them, it sounded like fun. “In the beginning, [Knerr and Melin’s] focus was always on creating, selling, and promoting fun— something even now we try to continue,” says Molliee Martin, PR and social media manager at Wham-O. “So no matter what was in mind, if it wasn’t a product that was going to be fun, now and in 2050, they weren’t going to create it.” Innovating classic toys is just as important at Wham-O as developing new ones. “It’s about combining new games with current toys,” Martin says. In fact, a successful attribute of one product can then be used in another. Among Wham-O’s most well-known products is the Frisbee. From its start in 1955 as a pie tin adopted for play on a college campus to the first plastic “Pluto Platters” discs created by inventor Fred Morrison and the discs found in stores today, the Frisbee continues to evolve at Wham-O. The latest update to the Frisbee uses the technology of Wham-O’s Sprig
16 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
Toys division to create an eco-friendly Frisbee. The disc is made of Sprigwood, a bio-composite of recycled plastic and reclaimed sawdust. Wham-O also brought the game of Frisbee to the digital market this year with the release of its first app for the iPhone. The Frisbee Forever app allows players to flick virtual Frisbees through hoops in order to win prizes, score goals, and move on to new levels. “It was one of the top iPhone app downloads and got more than three million uploads within the first 10 days of its release,” according to Martin. Plans are already in the works to launch the app for Android. Another Wham-O classic the Slip ‘N Slide has evolved from a single rider slide into double and triple rider slides with 3-D proportions and water effects. Two newer versions of the Slip ‘N Slide Extreme
Wham-O hosted a Twitter party in which fans submitted videos of their Slip ‘N Slide fun. The winner received a new Slip ‘N Slide.
model include Monster Splash, which creates an even bigger splash for users, and Black Diamond Racer, the first curved version of Slip ‘N Slide. Wham-O has also amped up its licensing efforts to expose the brand to new consumers and reinvigorate its classic products. Licensing deals with NAScAR, Disney, and Marvel put a new twist on the classic yellow Slip ‘N Slide by adding new graphics. A deal with Stride Rite uses the rubber technology found in Wham-O’s SuperBall bouncy ball to create a SuperBall shoe collection for kids. Social media is another way Wham-O is reaching its consumer base. Parents have become increasingly more active on Wham-O’s social media sites, so to further engage them with Wham-O products the company hosts Twitter parties with contests to win products, such as its best Slip ‘N Slide video contest, says Martin. “We’re helping engage them and it’s hopefully resulting in them buying a Wham-O product as opposed to a generic brand, such as a flying disc instead of the Frisbee disc,” she says. “By us engaging them, they will hopefully discover the value in all the classic Wham-O toys.”
Industry Forum
TIA Connects Toy Companies with Legislators at Annual Events BY
TOY INDUSTRY ASSOCIATION STAFF
T
he Toy Industry Association (TIA) works yearround to connect small, mid-sized, and large toy companies with the nation’s top legislators to discuss the economic and policy issues that affect the industry the most. 2011 advocacy activities gained momentum in June at TIA’s first annual California Toy Day in Sacramento, Calif.; Save the Date: in November, TIA will continue its advocacy PlayCon 2012 & May Fly-in efforts at the annual Washington, D.C. Fly-In. will be held in Washington, Proving to be a tremendous success, D.C. May 15–17, 2012, at California Toy Day (June 7–8) provided toy the Gaylord National Resort manufacturers and distributors with the exclu& Convention Center, which sive opportunity to engage directly with is on the Potomac in MD. California’s most influential decision-makers. visit Participants met one-on-one with more than events.toyassociation.org. 20 legislators to discuss the vital economic role that the toy industry plays in the state and the nation, and heard about key topics that affect the toy industry—
including California’s Green Chemistry Initiative and the efforts being made to rescue California’s business climate—during a series of panel discussions held throughout the course of the day. Additionally, more than 240 legislators, legislative staff, and members of the capitol community attended the closing Toy Day Legislative Reception. “California Toy Day was a tremendous success,” says Carter Keithley, TIA president. “The event effectively positioned the toy industry in California and will pay benefits in many ways for a long time to come.” Rounding out the year, the D.C. Fly-In (November 1–3) will invite toy industry stakeholders from coast to coast to converge in the nation’s capital with members of Congress and key decision makers. Similar to California Toy Day, the Fly-In will allow toy companies to network with influencers and inform them about the toy industry’s distinct issues and needs. For more information, please contact Peter Sandel, TIA director of government affairs at (646) 454–5580 or via email at psandel@toyassociation.org.
TOY INDUSTRY FOUNDATION DISTRIBUTES 5,000 TOYS
TO
CHILDREN
AT
VIRGINIA MILITARY BASE
The Toy Industry Foundation (TIF) helped distribute 5,000 new toys and games to children and teens whose families are attached to military installations in the Hampton Roads area of Virginia on August 5, 2011. In cooperation with the Commander, Naval Installations Command (CNIC) Child and Youth Program and Boys & Girls Clubs of America (BGCA) Military Services, the distribution was held in conjunction with “Armed Forces Funfest: A Salute to Military Youth” at the Joint Expeditionary Base (JEB) Little Creek-Fort Story. The event marked the largest toy distribution of the year under the joint TIF-BGCA Play Comforts partnership, through which TIF provides toys to children located on military bases with high deployment rates across the country. Toys and games are generously donated by toy manufacturers, retailers, and distributors nationwide to the Toy Bank, the foundation’s signature program. The initiative includes grant funding from the foundation and is the first-ever national toy distribution program to canvas every branch of the military. TIF and BCGA were honored to have the JEB Base Commanding Officer, Captain Stuppard, on hand to accept the toys on behalf of the Hampton Roads military community. Free toys donated by Cardinal Industries, Every Baby Company, Hasbro, Imperial Toy, Learning Curve Brands, Patch Products, and exhibitors at February’s Toy Fair were distributed by volunteers and staff members to the children and their parents during a back-to-school carnival celebration. “The Toy Industry Foundation is deeply committed to our nation’s military families and appreciate their sacrifices each and every day,” says TIF executive director Jean Butler. “It is our hope that on this day, the experience of play brought joy, comfort, and learning to the children who bravely serve on the home front.” “BGCA was honored to share this opportunity to support our military families,” says BGCA’s vice-president of military services and international projects, Terrill D. Wicks. “We appreciate our military families and recognize their commitment to our nation. Our partnership with TIF is a great opportunity to show our support and appreciation for the children of our military personnel.”
18 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
Industry Forum
Solving The China Syndrome BY
MARK C. NUCCIO, DESIGN EDGE
China Syndrome is defined by Wiktionary as “any catastrophic failure, mishap, policy, or situation.” hina has been exporting goods for more than 2,000 years. Its importance with regard to trade led to the sea explorations of Prince Henry the Navigator, Vasco da Gama, Christopher Columbus, and so many others. The U.S.’s own famous Yankee Clipper ships were built by New Englanders for trade in Chinese and additional Asian porcelain toy dolls and tea sets. Other commodities such as spices, tea, and anything else they thought would sell in the United States was added in order to fill each ship to profitable capacity. Then the industrial revolution came to the U.S. in the mid-18th century and the U.S. became the greatest manufacturer on Earth. Other countries bought our goods for more than a century. Then came the concepts of “free trade” and “outsourcing.” They started out slow-
C
Have extra inventory?
20 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
ly in the late 1960s and 1970s. Now they dominate the way we get our children their toys (and most everything else we use in our daily lives). Yet we all know we are now in danger of a supply side “China Syndrome.” Raw material costs in China rise daily. Freight costs from Asia are expected to rise astronomically in the coming years. Competition for plastics, oil, wood, and so many other components will push world protectionist policies. All of Asia clamors for goods for their own emerging populations and rightfully so. They want to live like us and they deserve the right to do so. (Or at least how we lived before Wall Street picked our pockets.) And how will all of this affect our industry? I think we all know the answer to this already. There will be higher and higher prices for toys—when you can get delivery. There will be cancelled orders, impossible planning, and impossible forecasting. There are many solutions to consider but few are really valid given the uncertain
Donate it to K.I.D.S.
Your excess product can put smiles on faces!
political environments around the world. However, there is one solution that deserves some consideration: let’s resume manufacturing in this country. The U.S. needs sustainable jobs. We have so many empty manufacturing plants. The government bailed out the financial and auto industries with nearly a trillion bucks. Is it too much to expect our government to provide incentive money to bring plants in line for certain areas of the toy industry? Certainly more detailed work can still go overseas, but the larger, molded toys can be manufactured in the U.S. Now you can criticize my comments as too worrisome and my solution as too extreme. But I wonder what will be said when the China Syndrome actually explodes in the collective industry’s face. I think the time for a discussion and a solution is now. Mark C. Nuccio, the founding partner of Design Edge, Inc., can be reached at mark@designedge.net.
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.
Shelf TalkerS
The Newest Items Now In Stores Crayola
Crayola has teamed with Giffin Technology to create Crayola ColorStudio HD, a multi-activity drawing iPad app with a marker-shaped digital stylus called the iMarker. With the functionality of a marker, crayon, pen, and paintbrush in one, iMarker allows users to interact with animated coloring book pages that move and react while being colored.
The Party Animal
The Party Animal, Inc., offers a new series of collectible toys for young sports fans, Lil’ Teammates. The three-inch tall figures are officially licensed with the NFL, NHL, MLB, NBA, and more than 65 collegiate teams. The Series One collection includes more than 200 figures including quarterbacks, running backs, pitchers, batters, basketball playmakers, and hockey slappers and goalies.
Gamewright
Gamewright offers a new line of games called Port-a-Party games. The line features portable and travel-friendly party games for ages 12 and up. Initial launches include Joe Name It, a fast-paced “name it to claim it” trivia game and Who Would Win, which pairs unlikely celebrity match-ups against each other.
Ideas Never Implemented
Ideas Never Implemented’s latest game Dabble is a Scrabble-meets-Bananagrams style game in which players compete to score 100 points before their opponents. Points are earned by spelling five words–a two-letter word, a three-letter word, a fourletter word, a five-letter word, and a six-letter word. The game is for ages 8 and up.
22 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
Kidz Toyz
New from Kidz Toyz comes My BFF: My Best Friend Fish, a three-step kit that lets kids raise and hatch their own pet fish. Once kids drop the “miracle pouch,” which contains up to eight fish eggs, into non-chlorinated water, within 24 hours baby fish will begin to hatch. The kit comes with the miracle fish pouch, one month’s supply of fish food, salt, feeding cups, a magnifying glass, a food siphon, a measuring spoon, and care instructions. The deluxe kit also includes a fish tank.
Shrinky Dinks
BSW Toy’s 3-D Shrinky Dinks Build-A-Bot uses the original Shrinky Dinks format of trace, bake, and shrink, but also features new options. Kids can select a body, head, arms, and more from the included drawings sheets to build their own 3-D minirobots. Made for ages 7 and up, kids can make more than 3,000 different robot creations.
Halfbrick
Halfbrick’s top gaming app Fruit Ninja is moving to Xbox 360 with Fruit Ninja Kinect. The new platform expands players’ fruit chopping experience with new features, such as challenge and party play modes. The game debuted as an exclusive digital download under the Xbox Live Arcade service for Xbox 360 on July 28.
Ceaco
Ceaco, the new puzzle licensee for MGA Entertainment’s Lalaloopsy brand, has introduced a new line of puzzles. The CeacoKIDS puzzle line features the popular Lalaloopsy characters in three 60-piece glitter puzzles and three 24-piece fuzzy puzzles (pictured). The fuzzy puzzle pieces are made of felt with rubber backs to make it easy for little hands to grip.
Bright Starts
Part of Bright Starts’ new Having A Ball toddler line is the Get Rollin’ Activity Table, which features more than 60 songs and activities across eight play areas. The table features learning and play modes in English and Spanish. Features include a ball ramp; a caterpillar piano that plays music and teaches colors and shapes; a peek-aboo gator that produces sound effects; and press and pop “1, 2, 3” buttons to teach kids numbers and animal sounds. All Having A Ball products are for ages 6–36 months.
Fundex
In Fundex’s new Armchair Quarterback game, players can play along while watching an actual football game on TV and score points by guessing the plays before they happen. Test your football knowledge against the players and coaches, as well as your friends, as you try to predict what happens next. The game includes styluses, a football field game board, and instructions. It is made for two to four players and intended for ages 8 and up.
AUGUST 2011 TOYS & FAMILY ENTERTAINMENT 23
from The imagemakers
Tips
Back to School: The Good, The Bad, and The Multicultural Colored Pencils BY ALI POHN, KIDDIE-I-OH, INC.
I
t’s summer! Days of splashing in the pool, road trips, s’mores, then the school supply list arrives and— bam—lazy mornings are replaced by the blare of the alarm clock and evenings of flashlight tag are lost to homework battles. What does back to school (BTS) mean for our families?
Get Reacquainted with the Families tim w., a freelance writer, and wife saRah w., a graduate school program director, live in a suburb of Chicago. They have three children, Nick, 11, Ian, 8, and Molly, 6. Robin and douGlas o. live outside of Manhattan with their kids, Greer, now 16, and Logan, now 12. Ali Pohn Robin is a screenwriter and Douglas is an editorial director. Composer RobeRt h. and wife leiGh h., a script supervisor, live near Los Angeles. Their kids are Jordie, now 16, and Zander, 13. a double-edGed swoRd For all of the parents, back to school is an emotional double-edged sword. “The best thing about back-to-school time is that they’re going back to school, and the worst thing is that they’re going back to school,” says Robin. “It’s nice having leisure time with your kids but by the end of summer we’ve had enough home time.
24 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
The downside is getting back on the treadmill of the school routine.” Tim finds that the inflexibility of the school schedule makes life harder but the good part “is seeing the kids’ progress, seeing them take steps in terms of abilities and responsibilities.” Leigh agrees. “The best is that they’re going back to school. The worst is getting back on that school schedule.” how do You Know it’s bacK-toschool time? the supplY list aRRives For Robin and Leigh the emotional reality and practical chores of BTS are triggered by the arrival of the supply list. Robin starts BTS shopping in midAugust, as soon as the list arrives. Her kids start school shortly after Labor Day. With Jordie starting school in midAugust and a trip planned for early August, Leigh plans to start the BTS shopping before the trip, but high schooler Jordie doesn’t get a supply list in advance. She’ll get supply requirements from her teachers once school starts. Since Zander doesn’t go back to school until after Labor Day, Leigh plans to shop for both of their supplies all at once to avoid going through the long lines at office supply stores twice. Leigh reminisced about when the elementary school offered packets of all the necessary supplies for $70. “Really the only supplies the kids want input on are the notebooks because they want them to look a certain way, so why not just avoid the hassle,” she adds.
The PTA at Tim’s kids’ school offered the same deal last year and they happily took advantage of it. “Even though we get the supply list with the spring report cards, we used to wait until the week before school to shop and it was like trying to get a Halloween costume on Halloween.” Tim’s kids start school the week before Labor Day. Is there anything unexpected on the lists? Tim shared his list of unexpected items: hand sanitizer, sticky notes, paper towels, and sealable bags. Here is one entry for kindergarten that sounded a bit strange: “multicultural colored pencils.” “It’s exhausting just to look at it all,” Tim says. “But you do have to get it all. You must have the requirements,” he says. Leigh agrees, “If kids don’t have what everyone else has they feel weird.” You buY what’s RequiRed nothinG moRe What else falls under the umbrella of back-to-school shopping? As little as possible according to these families. “You need the base,” says Robin. “If we spend $500 per kid that’s a lot and at least $100 and
will be school supplies. They don’t get back-to-school wardrobes. We fill in what’s needed—some new jeans and shirts,” she says. “We’ve convinced the kids that the ‘holey’ style is in,” says Tim. “We’re penny-pinching so there are very few things we feel compelled to buy. We’ll fill in the gaps, replace their shoes. The boys don’t care about clothes but Molly is a clotheshorse,” he adds. Leigh says she feels the same way. “We’ll spend in the range of $300 per kid—just filling in what’s needed. That usually means a few pairs of pants and
shirts—and shoes for sure. Jordie wears a uniform and she hasn’t grown, so she’s set.” Across these families, when it comes to BTS clothes shopping, the boys have little interest. So they’re comfortable with their moms shopping without them. The older girls shop with their moms and with friends. With friends, they’ll spend their own money, usually via gift cards. “When it comes to shopping for school supplies, my kids love to do it. They want to take ownership,” says Robin. Tim’s kids see it differently. “It’s really a chore for them.
They just don’t care except for the notebooks and backpacks,” he says. Leigh’s kids feel the same way. “Zander would go along because he wants his notebook to look a certain way but other than that they really don’t care,” she says. The Kids ARe ALRighT— FoR The mosT PART The parents are happy that the kids are going back to school, but how do the kids feel? Back to school is a source of joy for all we spoke to. “The kids really love school,” says Robin. “We make it feel exciting. We
talk it up. Molly is raring to go. Nick is cool—he wants to see his friends, and Ian is fine with it,” says Tim. “For me back to school is a great joy,” says Leigh, “but the kids don’t like going back to school as much.” One thing’s certain, whether ready or reluctant, with new shoes or holes in your jeans, that first day of school is coming and back-toschool shopping must be done. Ali Pohn is president and founder of Kiddie-i-Oh!, a market research and consulting firm specializing in kids and moms. Learn more at www.kiddie-i-oh.com or call (773) 525–2345.
Curious about “The List”? Here is what the families will be shopping for: Robin o.: Supply list includes: paper, pencils, pens, folders, binders, notebooks, calculators, markers, glue, and scissors. She gets the school supply list in late August mailed to her home. It’s the same procedure for all the schools her children have attended. Tim W.: Along with the standard items (see Robin’s list above), Tim’s kids had the following items on their lists: dry-erase markers, erasers, Kleenex, daily snacks (only for some teachers because snack is at the discretion of the teacher), hand sanitizer, highlighters, glue sticks, Post-It notes, paper towels, and Ziploc bags (gallon-sized and sandwich-sized). Surprise item for Kindergarten (mentioned in the article): “multicultural colored pencils” (in addition to standard colored pencils). Tim receives the list in the mail with the spring report card. It is sent a few more times during the summer with other school mailings always via snail mail. Leigh h: Didn’t see last year’s list for Zander because they did the one click online ordering of the full supply packet. Leigh helped put the packets together and the items she recalls included: notebooks, folders, colored pencils, regular pencils, pens, adult-size scissors, 3 x 5 index cards, two binders, sheet protectors, pencil case with three holes punched so it could clip into binder (she notes that Zander lost this the first week of school), pencil sharpener, Kleenex, and baby wipes. She says that in their previous school, the supply list wasn’t sent out but posted on the school website. They purchased all the items listed on the site only to find that the list was incorrect when school started.
AUGUST 2011 TOYS & FAMILY ENTERTAINMENT 25
BEHOLD THE POWER OF MOM’S WORD BY
CHRIS ADAMS
M
ore than any other category in the toy industry, the key to success in the infant and preschool space is creating products that parents love and can tell their friends about. Today’s parents of babies and toddlers gather information from various sources, with wordof-mouth and online reviews from parents being most powerful, before making purchases. “Moms want to be the key stakeholder in their child’s development,” says Elaine Henderson, senior marketing director at Learning Curve Brands. “They don’t want an expert telling them what they should do. They want to formulate their own opinions.” The process of gathering information involves conversations with friends, reading online reviews, and checking out what other parents say on social media. Of course, nothing carries as much weight as the opinion of a trusted friend. “Whether it’s a direct conversa- Among the offerings to be on tion with her friends, a Facebook display at this year’s ABC Kids Expo are Learning Curve’s post, or a Tweet, the opinions of a Lamaze Farmer Fred Activity prenatal mom’s friends are going to Doll and Fisher-Price’s Cruisin’ Motion Soother. carry heavy weight on what she decides to buy,” says Tony DeSimone, senior director, marketing, at Fisher-Price. “Every juvenile company out there is trying to determine how to best use these tools to better inform consumers.” Beyond word-of-mouth from trusted friends, the rise of mommy bloggers offers yet another resource for new parents looking for products for their little ones. Because these bloggers are parents them-
26 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
selves, it offers a sense of validity to new parents. This isn’t some marketing department’s carefully worded list of selling points but real feedback from parents. “Not only are these bloggers moms themselves, but they have really gained prominence in that they now attend big talk shows, talk with major baby companies, and have established themselves as a trusted, valued source of information among moms,” says DeSimone.
ABC KIDS EXPO The juvenile industry and its latest offerings will be on display at the upcoming ABC Kids Expo, which will be held September 23–26 in Louisville’s Kentucky Exposition Center. This year’s show offers many changes from the past five years. It is the first time it will be held in Louisville. The previous five years the show was held in Las Vegas, but the convention center where the show had been booked was lacking in availability moving forward. All Baby & Child, Inc., the parent organization for the show, conducted an exhaustive search to find an appropriate space for the show’s scale that also had availability in the necessary time frame. There are only seven or so venues in the country large enough to hold the show (last year’s spanned 1 million square feet of exhibit space). The Kentucky Exposition Center offers an added benefit; for the first time since 2005, the show will be held all on one floor. In addition, the show floor layout will feature a new concept. “We are grouping exhibitors into categories to make it easier on buyers,” says Eric Seeman, production and promotion manager for All Baby
& Child, Inc. “If you go into a department store looking for stuff for a China haven’t forced manufacturers to do more with less. baby, you want to be able to go in and easily find all the baby stuff. It “Aside from the U.S. economy, we are facing a lot of cost increases made sense to organize the show floor like that.” from China,” says Learning Curve’s Henderson. “How do we include Seeman says the show is booked in Louisville for 2011 and 2012 and all the features we want in our products at a there are dates blocked off at the venue through 2020. price the consumers are willing to pay? The ABC Kids Expo will feature new and innovative offerings from Price increases have really reached the across the juvenile products industry. For instance, Learning Curve ceiling, and I’m not sure consumers are plans to have two major launches at the able to absorb much more.” show—a completely refreshed Lamaze As a result, manufacturers are line as well as the introduction of The making tough decisions about what First Years toy line. features are important for a prod“In the past few years we have uct and which are not. Also, their gained a lot of consumer insight lines offer a wider array of price in the category through global points to accommodate consumers. trend analysis, in-depth con“The juvenile market seems to sumer interviews, and shopbe slowly recovering,” says Fisheralongs with consumers to find out Price’s DeSimone. “Growth rates what consumers are looking for in this are not significant, but it does not category,” says Learning Curve’s appear to be in decline anymore. In Tollytots expands the age of juvenile products brands through licensing. Shown is the Fisher-Price Little Mommy Bubble Wagon. Henderson. “The infant play aisle has fact, we’re starting to see sales gotten a little sleepy, so we spoke with increase in areas that we tend to buyers to figure out how we could differentiate consider ‘nice to have’ rather than just our First Years line in that aisle.” the ‘need to have’ items.” Sometimes innovation in this category In this competitive market, licensing September 23–26, 2011 takes place through offering revamped and is one way that juvenile manufacturers Kentucky Exposition Center new lines. Other times it is through offering are extending their brands’ footprint. something completely new, and yet other Tollytots has seen success by licensing Louisville, KY times it is through offering a new twist on an brands such as Graco and Fisher-Price. www.theabcshow.com old solution. New Safety 1st and Baby Genius lines Fisher-Price’s ABC show offerings will are on the way. feature key introductions taking advantage of the latter two means of “For Tollytots, we feel the licensing of core juvenile products brands innovating. The Laugh & Learn Apptivity Case for iPhone and iPod works well as it extends the age range of the parent brand into toys,” Touch will offer parents a solution that helps their children to use the says Darryl Wizenberg, president of Tollytots. “Juvenile products usudevices for learning and entertainment. And as for putting a new spin ally stop at 3 years old and we start at 3 years old.” on an old solution, the Cruisin’ Motion Soother is designed to repliBy licensing their brands, juvenile manufacturers earn extra revenue cate a technique parents have used for years to get fussy babies to with little investment. In addition, it is yet another way to get the brands sleep: taking a ride in the car. in front of consumers. The more consumers see and experience these While there will certainly be many innovative products on display at brands, the more they tell their friends about them, and the power of the ABC show, that’s not to say that the economy and cost increases in word-of-mouth in selling infant and preschool products continues.
ABC Kids Expo
28 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
ABC KIDS EXPO
BY
CHRIS ADAMS
The ABC Kids Expo, the largest juvenile products trade show in North America, will be held September 23–26, 2011, at Louisville’s Kentucky Exposition Center. Below is a sampling of the many new products on the way in the infant and preschool marketplace.
FISHER-PRICE Fisher-Price’s Cruisin’ Motion Soother replicates the tried-and-true method of taking a colicky baby on a car ride to get him or her to sleep.
HASBRO LEARNING CURVE As part of the revamped Lamaze line, Learning Curve will introduce a line of holiday-themed items. Shown is the Lamaze Activity Elf.
DOREL The Maxi-Cosi Leila Travel System (shown) is a lightweight, full-sized stroller that features the Cosi35 Infant Car Seat. Also on the way is the Leila Play Yard, which features an ergonomic changing station.
30 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
PEG PÉREGO Peg Pérego has made the safety of its Primo Viaggio car seat available as a convertible. The Primo Viaggio SIP Convertible faces backwards while a child is an infant and faces forward when the child grows into a toddler.
Let’s Rock Elmo, by Hasbro’s Playskool division, comes with a microphone, a tambourine, and a drum set. It recognizes which instrument preschoolers put in its hand.
MANHATTAN TOY Manhattan Toy has added 17 new products to its Parents-licensed line. The Silly Squirty Bath Pals are soft squirting puppets that come in bright colors featuring various sea creatures. Shown is the Silly Squirty Bath Pal Sea Horse.
ABC KIDS EXPO STEP2 KIDS II Activate the Cluck & Learn Barn, by Kids II, by dropping balls into it. It features two modes: silly sounds and animal learning.
INFANTINO
Step2’s Wild Rides Zebra (shown) is a foot-to-floor ride-on. It features a contoured seat with easy-grip handles. There is also a Wild Rides Giraffe available. Also on the way is the adultsteered (via push handle) Push Around Taxi.
The Twist & Fold Gym folds up and makes storage easy. With one motion, the gym is ready for play time or storage and travel.
BLUE BOX ALEX Alex is introducing an extensive line of products at ABC Kids Expo. My Busy Town (shown here) has five sides of discovery. It’s a bright, solid wooden cube that contains numerous playful activities including curvy bead mazes, peek-a-boo doors, spin-and-match animals, turnand-learn ABC tiles, and racing vehicle rollers. The cube with bead mazes measures 16-inches high x 12-inches wide x 12-inches in diameter. It is designed for ages 12 months and up. The Mix ’n Max Wooden Whimsy Blocks stack and build with 15 mixedup wooden blocks. There are different shapes and patterns on each side. It is designed for ages 10 months and up. Mix ’n Max Loopy Loo allows kids to bend, twist, and chew. Designed for ages three months and up, babies can manipulate it into different shapes.
32 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
Blue Box’s Play with Me Gym is a crib and gym canopy that features colorful dangling toys and characters.
CLOUD B New from Cloud B are Poufs. Poufs are round, cuddly, and overstuffed plush characters that come in 12inch, 10-inch, and seven-inch sizes. Four characters are available, including the giraffe, which is shown.
BuBBles Get a New look BY LAURIE LEAHEY
T
he bubble toys category isn’t usually one for innovation, and, older demographic of bubble users, around age 12. in some ways, it doesn’t need to focus on that. For decades, Little Kids’ new Blastos line of bubble toys also skews a bit older. “We bubble toys have remained popular because of the classic and wanted to come up with products that blew a ton of bubbles quickly, and then basic play they provide at a variety of price points—from the we also wanted to come up with some older kid products,” says Jason Engle, lower-priced bubble wand and solution to the more expensive Little Kids’ brand manager. He says the company’s No-Spill line of products, motorized bubble blower. which celebrates its 20th anniversary next year, targets “It’s a classic toy with a play pattern that goes younger kids, but Blastos toys are for ages 5 and up. beyond age grading,” says Audrey Wells, vice-presiThere are still plenty of bubble toys available for dent of product development at Funrise. “Whether preschoolers, and most of these toys are attached to a you’re in the backyard on a summer day entertaining license. Licensing is an important part of the bubble toy your kids or at a wedding celebrating with everyone, category. The right license can be a nice complement to bubbles bring a smile to everyone’s face, the bubble toy if it’s used correctly. “If it’s a show propno matter what your age is.” erty, we watch the show and really try and Recently this classic toy category began bring out the essence of the show, not just label to see some changes. Bubble toy manufacturslap,” Engle says. “And then we also try to ers are proving that bubbles can be so much make it as interactive as possible.” He cites more than round and clear. This year Funrise Little Kids’ Dora the Explorer Bubble Machine introduced its Gazillion Gaz-zuds line of not as an example. Instead of a generic bubble bubbles, but foam. “We are always trying to machine with a Dora label sticker on it, this push the envelope to create new and exciting toys motorized machine has Dora blowing bubbles l-r: Imperial’s Optrix 3-D bubbles, Crayola’s colored that will work well with our solution and keep our through Boots’ tail (the bubble wand). bubbles, and Funrise’s Gaz-zuds Foam-I-Nator ‘bubble fans’ happy,” Wells says. In order to keep the bubble toy category fresh, a Crayola gave bubbles a new look with its Washable Colored Bubbles little bit of innovation is always going to be needed. The kind of innovation line. Colored bubbles have been a “holy grail” item in the toy industry for that is added will vary. As Engle puts it, “Everyone has his own definition of quite some time. Although the line received some negative feedback from what innovation is.” To one person, a bubble toy that blows lots of bubbles at consumers due to staining, Crayola has made many improvements for one time is innovative, but another person might want 3-D bubbles. 2012. “For Crayola, unleashing a child’s imagination begins with color,” “At the end of the day, [kids are] still going to want to play with cars, says Faith Piatt, marketing director, outdoor products, Crayola. “For 2012, trucks, bubbles, balls, and other classic things,” says Imperial’s we enhanced our formula, so it easily rubs off skin and cleans up with ease Rosenberg. “The key to it is adding simple innovation—technology or from clothing and most outdoor surfaces. We also enhanced our packaging characters that make it more relevant to [kids] and tie in things that are communication to set expectations for consumers that colored bubbles are within their interest.” Imperial is working on a Little Tikes bubble camera for fun, messy outdoor play and should only be used outdoors.” for next year that will combine kids’ interest in playing with the technoloImperial Toy introduced 3-D technology to bubbles last year under its gy their parents have with the classic play pattern of bubbles. Optrix brand. “We’ve taken a classic play pattern with bubbles and added It has yet to be seen if all this new innovation will stick around as long as what’s a fairly simple innovation, but made it much cooler for today’s kids,” the traditional bubble wand. But what will always remain is the fun that a bubsays Genna Rosenberg, executive vice-president, strategic marketing, commu- ble toy brings to a barbecue or an afternoon in the backyard. No matter what nications, and business development, Imperial Toy. With the Optrix 3-D bub- kind of innovation comes next to bubble toys, manufacturers should remembles, kids blow bubbles and look through 3-D glasses to see images appear ber not to stray too far from the basic and classic play pattern of bubbles that inside the bubbles. The Optrix bubbles have helped Imperial target a slightly kids and adults know and love so much.
34 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
Extreme Bubbles Captain Bubbles is a premium, classic, readyto-use small bubble solution. Each bottle contains four fluid ounces and comes with a plastic bubble wand. Captain Bubbles is designed to produce lots of bubbles that last a long time before popping. It also works in bubble machines, bubble guns, and other bubble toys.
Crayola
Funrise
New to Crayola’s Washable Colored Bubbles line is the Outdoor Colored Bubbles Machine. It is a motorized bubble blower for ages 5 and up. It comes with three bottles of colored bubbles solution and three pouring adapters.
Funrise’s Gazillion Bubble Football is a soft, inflatable football that leaves behind a trail of bubbles when thrown. It includes a four-ounce bottle of Gazillion Bubble Solution and two dip trays.
Imperial Toy Fisher-Price Fisher-Price took its classic Bubble Mower and gave it a Cars twist. The Bubble Mater features the character Mater from the Cars movies. As kids push Mater, just like they would the Bubble Mower, Mater makes mechanical sputtering and puttering noises and blows bubbles.
Imperial recently signed a comprehensive bubble license agreement with Disney. One of the new Disney bubble toys hit shelves last month. The Lightning McQueen Cars Dip ’n Blow features Lightning McQueen as a bubble wand and includes a branded bottle of Cars premium bubble solution.
Little Kids The new Blastos! Bubble Solution is a premium bubble formulation that makes it easy to blow lots of bubbles. It is part of a line of battery-operated toys, including the Blastos! Mini Bubble Blaster. Dip the blower’s wands into the bubble solution and press the button for streams of bubbles. There are four different styles, and each comes with a two-ounce bottle of Blastos! Bubble Solution and a dip tray. It is for ages 3 and up.
AUGUST 2011 TOYS & FAMILY ENTERTAINMENT 35
Outdoor Play
BY JENNIFER LYNCH
From days spent hanging upside down on jungle gyms to racing friends on bikes, scooters, skates, and skateboards, nothing beats outdoor play in the summer. And each year, toy companies serve up more new additions to the outdoor play category. Below is a sampling of some of the items that define summertime fun.
Bright Starts
Glide Bikes Glide Bikes’ Super Gliders are transitional two-wheel balance bikes that help kids, ages 10 and up, who are learning how to ride a bike transition to a two-wheeler. The pedals fold in so kids can practice stability, motor skills, and gliding.
The Pop & Roll Roadster is part of Bright Starts’ first toddler toy line, Having A Ball. Children can drop balls in the center of the steering wheel and watch as they bounce around the transparent hood. Shifting gears makes different sound effects and the balls pop out the front of the ride-on. The roadster is for ages 6–36 months.
Chicco Chicco’s new Speedy Ride-On is a colorful rideon that can also be used as a baby’s first steps walker. Features such as a sturdy backrest give support, while the wide seat helps with balance as the child rides. The easy-to-grip backrest can then be used to hold and push as the child learns to walk. The ride-on is made for ages 12 months and up.
Pacific Play Tents Pacific Play Tent’s Seaside Beach Cabana offers kids a shady escape from sunny weather, whether at the beach, lake, park, or in the backyard. The beach-themed tent has two mesh side windows for easy viewing and cross ventilation.
36 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
Jakks Pacific New to Jakks’ Kids Only division is the Cars 2 Toddler Swing. The swing features art inspired by Lightning McQueen. It includes high back supports, an adjustable safety seatbelt, and colorful Disney decals and sculpted details. Swings come equipped with the necessary hanging hardware and ropes. The swings are for ages 9–36 months.
Razor The Razor Graffiti chalk scooter changes up the classic scooter with three-pronged chalk holders on the back to turn any sidewalk into a kid’s canvas. With a push of the pedal, kids ages 6 and up can create a work of art in their trail. Scooters are available in clear/black, blue, or purple and include a six-pack of non-toxic chalk sticks.
Pacific Cycle Little Tikes Little Tikes’ Campsite Cookout playset lets kids “grill” and dine outdoors. The playset includes a barbecue pit, table-top hibachi grill with sizzling grill sounds, a pizza oven with working door, two benches, and 15 grilling accessories such as plates, hot dogs, pizza slices, and a pizza board and cutter. The playset is for ages 3 and up.
Moose Mountain The Fisher-Price Little People Shop ’N Roll Ride is a shopping cart ride-on manufactured by Moose Mountain Toymakers Ltd. It features a removeable sound-activated grocery scanner, cellphone, and handheld basket. It also includes pretend groceries and dashboard buttons that play songs and sound effects. All accessories can be stored in the basket and under the ride-on seat. It is for ages 1–3.
Pacific Cycle will launch a line of Chuggingtonlicensed bikes, trikes, scooters, and protective gear in spring 2012. The Chuggington Helmet Value Pack will include a bike bell and Chuggington-inspired helmet (pictured). The helmet has top and front vents to keep heads cool, a padded interior for comfort, and lower molded shell for protection.
Learning Curve Learning Curve’s John Deere Sit ‘n Scoot Foot-to-Floor Tractor is a lightweight rideon for ages 18 months and up. A wide wheel base helps little ones maintain stability as they scoot along on their own pretend tractor.
Backyard Discovery Backyard Discovery’s playsets are each named after U.S. cities with their own assortment of play equipment. Pictured is the Liberty Cedar Swingset, which features a 10-foot slide, colorful rock wall, upper clubhouse, swings, and gliders. All swingsets are made of chemical-free naturally decay-, rot-, and insectresistant cedar. Assembly is required.
AUGUST 2011 TOYS & FAMILY ENTERTAINMENT 37
NAVIGATING SOCIAL MEDIA
K
BY
NANCY LOMBARDI
lout score. Alexa ranking. Google analytics. Search engine
“It’s all about legwork and relationship building,” says Melissa Winston, of
optimization. Hashtag. If these terms are una lingua
Litzky Public Relations, which also handles part of aNb Media’s
straniera—a foreign language—then it’s time to get educat-
TimetoPlayMag.com social media strategy. “Read their posts everyday. What
ed. At one time, reaching a target audience was relatively
are their followers interested in?”
easy. Everyone knew that TV ads worked in certain instances
Since social media is, well, social, it’s all about give and take. Communication
while a print campaign was better in other situations. There were tried-and-
can be broken down like this, according to Ventura: 60 percent of what you share
true ways to get the word out about a product. The plan was crafted and
on social media should be valuable content for your community. Think of your-
implemented and then everyone waited for the sales to start rolling in.
self as a magazine that provides valuable information. Reinforce yourself as an
However, over the past few years, the landscape has changed dramatically.
expert and thought leader. Thirty percent should be networking, which means
While TV ads and print campaigns as well as a lot of other “traditional” methods
responding to other people with “likes,” “retweets,” and links. Then the last 10
still work, the now-ubiquitous term “social media” has changed how people
percent should be the “ham sandwich,” says Ventura. “This is the part that every-
process information. While implementing a social media plan may seem daunting
one jokes about,” she says. “What did you have for breakfast? What are your
to some, it is actually an amazing tool to communicate directly with a target audi-
interests? Charities you support? Hobbies? This is what makes you a real person.”
ence. Never before have companies been able to interact with real consumers in
not all social media sites are the same. Social media has become a
real time. Outlined here are a few tips for navigating the social media landscape.
catch-all phrase but each site serves a specific purpose for a specific audience. The
What are You trYing to accomplish? What is Your Voice? Most
sites that will be of use to those in the toy industry are Facebook, LinkedIn, and
companies know they need to be on Facebook, Twitter, etc., but many of them
Twitter. Think of it like this, says Venn Diagram’s Ventura, “Twitter is like your
don’t know why and don’t know what to say once the accounts are set up.
AP wire. It’s how you let the world know what you are doing,” she says.
“Social media is not an endgame,” says Catherine Ventura, principal of
“Facebook is a community. It’s your campfire where you sit around and talk to
Venn Diagram, a social media strategy company. “The purpose is to support
folks you know. LinkedIn is your Business Wire.” Don’t cross-post because each
your marketing goals. What goals can social media help achieve? What is
platform is unique. Your tweet probably won’t make sense as a Facebook posting.
my positioning in the market?”
Ventura points out that LinkedIn is an often overlooked business tool. It
From there, develop a voice for your digital strategy. This is the toy indus-
easily connects you to every person you have ever worked with. Once a week
try so, more than likely, the voice will be fun or silly. But as Betsy Smith, dig-
post a media mention that your company achieved, a conference you attended,
ital media specialist of Digital Power and Light, the social media branch of
trade show where you’ll exhibit, or business-related book you are reading.
G.S. Schwartz, which handles Goldberger Toy, Techno Source, and Pressman,
don’t Be afraid
of
customer serVice. Most companies live in fear
points out, client Goldberger Toy explored the safety route when developing a
that their brand or product will be bashed on the internet and there won’t be a
voice, which makes it stand out from some other toy companies.
thing that they can do to address it or resolve it. When something does happen,
social media should Be Social. Most companies think social media is
companies tend to recoil and watch from the sidelines, which only exacerbates
nerdy or it’s a tech thing so they give the job of running social media cam-
the problem. It’s better to take the bull by the horns and address the consumers’
paigns to the company’s IT person. But that is the wrong way to go about it,
needs or gripes—whether real or imagined. The reality is that the majority of
according to Smith. “Think about it this way,” she says. “If you are going to
consumers are not raving lunatics that want to hold your brand hostage for free
run a trade show or host a cocktail party on behalf of your brand, who would
stuff. Most people just want to be heard. Then they want someone at the com-
you choose to represent the brand? Is it the same guy who runs your server?
pany to address the incident. A simple acknowledgement will usually work.
The social media person has to be outgoing and friendly,” Smith says. “It has to be someone customers can relate to.” research and Build relationships. When talking about social media, the buzzword in the toy industry is mommy blogger. It’s become an umbrella
Every company needs to have a social media customer service strategy. The person posting needs to be knowledgeable about the company, products, and services. The person also needs to have the authority to respond quickly whether it’s with a simple message, replacement part, coupon, etc.
term encompassing just about any mother sitting in front of a computer. Yet
Social media is the here and now—especially for the toy industry. It’s how
separating those with a legitimate following from those who are not as success-
today’s young moms are reaching each other. There is no better or more cost
ful is no different than researching who’s who in traditional media.
effective way for a company to join in the consumers’ conversation.
38 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
BY JENNIFER LYNCH
: Making Fun A Snap
G
il Cecchin and Art Seymour were just two engineers when they founded Elenco in 1972, a name they derived from the first two letters of the words electronic engineering company. But the Elenco of the past is not the Elenco of the present. And today, a company that began producing products for television repairmen has expanded to include a toy division that now makes up more than half its business. For Elenco the transition to the educational toy market made sense; it was the opportunity to share and inspire in others Elenco’s passion for electronics. It began in the educational market with the production of phonology kits (a phonology camera, clock, alarm, and stapler) and continued to broaden its business horizons. Toys seemed to be the next best step. But its real success came with the addition of Snap Circuits—“the bread and butter” of Elenco’s toy division, says Walter Larsen, national sales manager for Elenco’s toy division. Snap Circuits, an electronics kit for kids equipped with reusable snap-together circuit components, first entered the market 10 years ago and since then has evolved into a series of 15 kits and growing. The company’s motto is “Learn by Doing,” and in an age of one-touch electronics, it stays true to its motto. “With a lot of other toys, you pick it up, you put it together, and you play with it once and it’s done,” Larsen says. “But with Snap Circuits, there are just so many different projects that you can do with them.” The company has a Kids Kreations sec-
tion on its website where Snap Circuit users share their own Snap Circuit creations, such as an MP3 player amplifier and a motion detector with sound recorder. “There’s no Snap Circuit Green question, especially with Snap Circuits, it’s an item that kids can play with continuously for hours at a time,” Larsen says. Elenco has also added Snap Circuit Green. In addition to the kits’ traditional manuals, which teach different Snap Circuit experiments, the green kit teaches kids about the environment, such as the different types of eco-friendly energy. All the kits’ experiments run on solar power, fuel cells, wind power, or water power. Elenco finds it’s the parents and grandparEngino 80 Models ents, not the kids, who Engineering Set originally seek out its toys. “Then what’s happened is it’s kind of snowballed,” says Larsen. “The kid brings his neighbor over, and they’re playing with it, and George says to Johnny, ‘Man this is cool. I want one.’” The educational/science value of the products is a big draw for consumers. “We know that kids go to school, but I also feel they need to get away from the computer, Twitter, and all that kind of stuff,” Larsen says. “I think a lot of parents feel that way also, that kids need to do some hands-on stuff.”
40 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
Many toy companies use social media to reach their consumers, but Elenco hasn’t changed its routine. It doesn’t advertise on television, and you won’t find it on Twitter or Facebook. While Larsen admits that social media is something Elenco will have to consider, right now the company is letting the toys speak for themselves (and through its specialty retailers and consumers). While some may balk at this approach, its toy division, even through the recession, has earned double-digit sales increases for the past nine consecutive years, according to Larsen. Snap Circuits’ success in the specialty market has also helped Elenco expand as a distributor of additional educational toy lines, such as Tree of Knowledge and Discovery Planet. Ten years ago the company only had 40–50 toys, and today that number has grown to more than 400. Engino is Elenco’s most recent acquisition. As its first construction line for distribution, Engino still has the educational qualities that define Elenco. After Engino’s lower-end models, all other models have tiny motors so kids can build moveable toys. “The construction business is very competitive,” he says. “We’re seeing good growth so far, but we’ve still got a little ways to go to get placement in a lot of stores.” But Larsen says Elenco has a lot to look forward to in the months ahead. In particular, the 2011 holiday season is expected to be filled with a new assortment of Snap Circuits with “even more bells and whistles and lights” that will continue to make learning fun.
events of
Calendar
Industry-Related Trade Shows September 23–26
ABC Kids Expo
theabcshow.com
Kentucky Exposition Center
Louisville, Ky.
27
Time To Play Fall ShowcaSe
TimeToPlaymag.com
The alTman Building
new york ciTy
1–2
MIPJunior
mipworld.com
Palais des Festivals
Cannes, France
3–6
MIPCOM
mipworld.com
Palais des Festivals
Cannes, France
4–6
Fall Toy Preview
toyassociation.org
Dallas Market Center
Dallas
4–6
G2E
globalgamingexpo.com
Sands Expo & Convention Center
Las Vegas
20–23
iHobby Expo
ihobbyexpo.com
Donald E. Stephens Convention Center
Rosemont, Ill.
OctOber
NOvember 17–18
Toy & Game Inventor Conference
tagie.net
Navy Pier
Chicago
19–20
Chicago Toy & Game Fair
chitag.com
Navy Pier
Chicago
December 4–7
Grand Strand Gift & Resort Show
grandstrandgiftshow.com
Myrtle Beach Convention Center
Myrtle Beach, S.C.
5–10
International Halloween Show
hiaonline.com
TBA
New York City
9–12
Hong Kong Toys & Games Fair
hktoyfair.com
Hong Kong Convention & Exhibition Centre
Hong Kong, China
24–26
The Toy Fair
toyfair.co.uk
Olympia Grand Hall
London
JaNuary
February 1–6
Spielwarenmesse International Toy Fair
toyfair.de
Nuremburg Exhibition Center
Nuremburg, Germany
12–15
New York International Toy Fair
toyassociation.org
Jacob Javits Convention Center
New York City
SEPTEMBER 27; THE OCTOBER
TIME TO PLAY FALL SHOWCASE ALTMAN BUILDING, NEW YORK CITY; WWW.TIMETOPLAYMAG.COM
TIA FALL TOY PREVIEW 2011 4–6; DALLAS MARKET CENTER, DALLAS; WWW.TOYASSOCIATION.ORG
FEBRUARY 12–15; JACOB JAVITS
42 TOYS & FAMILY ENTERTAINMENT AUGUST 2011
TOY FAIR 2012 CONVENTION CENTER, NEW YORK CITY;
WWW.TOYASSOCIATION.ORG