Toys & Family Entertainment, December 2010

Table of contents

December 2010 volume 6, no. 1

features

departments

on this page

24 The Technology Kids Want at a Price Parents Like

4 observations & opinions

A skeleton-themed Airblown Inflatable from Gemmy, Oregon Scientific’s B-Berry Handheld Learner, Captain America-themed CB radio from Sakar, Fisher-Price’s iXL Learning System, and the DJ Lance Rock costume from Paper Magic’s Yo Gabba Gabba line.

by Laurie Leahey

26 Kids’ electronics: Product Presentation

by Laurie Leahey

28 Halloween 2010 Less scary at retail

by Chris Adams

29 Halloween ‘show’ business

by Chris Adams

30 Halloween: Product Presentation

by Chris Adams

32 Specialty Emporium: Jellycat

by Paul Narula

34 Specialty Emporium: Product Presentation

by Laurie Leahey

6 sizzlers 8 specialty sizzlers 10 The Ticker 12 entertainment Marketplace: ZhuZhu Pets 14 shelf Talkers 16 Merchandise Makers: Goldberger Toy 18 industry Forum: TIA 20 industry Forum: ASTRA 22 industry Forum: Design Edge 36 you’re Hired 38 calendar of events

on the cover Coby’s Snapp digital video camera includes editing software. Disguise’s Captain America Movie Classic Muscle costume includes a jumpsuit with muscle torso and arms, a detachable cape, and a headpiece. cover by

Design eDge

ObservatiOns & OpiniOns

WWW.ANBMEDIA.COM

Trade Show evoluTion BY

A

BOB GLASER

fter much debate about the merits of the Fall Toy Preview, I’m happy to report that the show, by most accounts, was a success. The overwhelming response from exhibitors was positive. They reported quality appointments with the retailers who attended. However, the ECRM system was not well received. Speaking to several TIA representatives, I’m told that the ECRM system will not be utilized next year.

Traffic did seem lighter at this year’s Fall Toy Preview than in years past. I’ve been saying for several years that trade shows are more about the quality of those attending, and their interest in conducting business, than about the quantity of attendees. Kudos to the TIA for hosting another great opening night party. For those who stayed at the Hilton Garden Inn, it was a pleasure socializing with you at 2:30 in the morning. Hopefully, the small fire is one “event” that won’t be repeated next year.

One of the topics of conversation during the Fall Toy Preview was whether the show will continue to take place in Dallas. The TIA is contracted with the Dallas Market Center for one more show in October 2011. It is safe to assume that some very interesting conversations will be taking place in the coming months regarding this topic. Will the toy industry once again be looking for a new home? Or is Dallas the best place for this show?

While on the topic of trade shows, many in the industry are headed to Hong Kong in several weeks to start the 2011 round of trade shows. However, many manufacturers are telling me that the Hong Kong show is not as important as it used to be for the U.S. toy business. (It does remain very important for the global toy business.) There are several factors creating this shift. The factors range from the amount of time needed to manufacture goods and the time needed to ship the goods, along with some retailers requesting December appointments in Hong Kong. Some manufacturers have said that December may be the new timeframe to show product in Hong Kong. I’ll be very interested to hear feedback from those who will be in Hong Kong early next year.

Another year has come to an end. As of this writing it is still too early to declare this holiday season a success. The holiday shopping season did get off to a good start with good buzz on many products. Most retail experts anticipate a slight increase in overall sales for the holiday season.

We’ll all have the answers soon enough.

All of us at aNb Media wish you a happy, healthy, and prosperous holiday season. Happy New Year! See you at Toy Fair.

4 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

PUBLISHED

BY ANB

MEDIA • Volume 6, Number 1

PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING MANAGER DONNA MOORE DONNA@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM MANAGING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM ASSISTANT EDITORS LAURIE LEAHEY; LAURIE@ANBMEDIA.COM PAUL NARULA; PAUL@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTORS KATHLEEN MCHUGH; MATT NUCCIO, MATT@DESIGNEDGE.NET; TOY INDUSTRY 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 and spEcialTy Emporium are published monthly by aNb Media, Inc. Copyright 2010 aNb Media, Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. Toys & Family EnTErTainmEnT and spEcialTy Emporium are registered trademarks of aNb Media, Inc. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of management.

SizzlerS

Sizzlers: What’s Moving Off Store Shelves?

What Are the Hottest Web Orders?

Here is an alphabetical listing of the hottest-selling items in the toy industry, based on a combined survey of both offline and online retailers, reflecting the previous month’s sales.

LEGO Game CorreCtion: in the October issue, the Sing-a-Ma-Jigs were incorrectly labeled as a Fisher-Price product.

They’re from Mattel.

Sing-a-Ma-Jigs Monster High assortment

BOP IT BOunce Hasbro

lalalOOPSy DOll aSSOrTMenT MGa entertainment

nerF n-STrIke STaMPeDe Hasbro

Dance STar MIckey Fisher-Price

leaPSTer exPlOrer leapFrog

PIllOW PeTS cJ Products

Furreal FrIenDS GO GO My WalkInG PuP Hasbro

leGO GaMeS aSSOrTMenT leGO

SIlly BanDz BcP Imports

leGO Harry POTTer HOGWarTS leGO

SInG-a-Ma-JIGS Mattel

lOOPz Mattel

SquInkIeS Blip Toys

MOnSTer HIGH aSSOrTMenT Mattel

V.reaDer VTech

MOOn DOuGH MaGIc BarnyarD Spin Master

zOOBleS Spin Master

IMaGInexT BIG FOOT THe MOnSTer Fisher-Price InTeracTIOn rOar ’n reacT BOrIS TyrannOSauruS ulTIMaTe T-rex learning curve Ixl Fisher-Price

6 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

Specialty SizzlerS

Specialty Sizzlers: What’s Moving Off Store Shelves in the Specialty Market?

This is an alphabetical listing of the hottest-selling items in the specialty segment of the toy industry, based on a survey of independent toy and gift retailers, reflecting the previous month’s sales.

BANANAGRAMS Bananagrams BIG BAG OF SCIENCE Be Amazing Toys BRACELET KITS Orb Factory CALICO CRITTERS LUXURY TOWNHOUSE International Playthings CANDY FACTORY: THE SCIENCE OF SWEETS Thames & Kosmos ELF Friends 4 Ever Bracelet Making Kit

SHELF: A CHRISTMAS TRADITION BOOK Elf on the Shelf

ON THE

FRIENDS 4 EVER BRACELET MAKING KIT Alex MAGNA-TILES Valtech QWIRKLE MindWare SPOT IT Blue Orange Games

8 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

Bananagrams

The TICKeR

A Recap of Industry Headlines Visit www.aNbMedia.com for More TRU EnhancEs TEch OpTiOns fOR shOppERs Toys “R” Us (TRU) announced several new advancements in its mobile technology capabilities available to all shoppers in the U.s. all Toys “R” Us and Babies “R” Us stores nationwide are now equipped with coupon barcode scanners, which allow store associates to scan customers’ mobile email coupons straight from their mobile devices. customers who are members of the store’s mailing lists will begin to receive mobile-enabled coupons. When the mobile version of an email is displayed on a smartphone, print coupons are converted into an easily readable format, which can be scanned in-store from the shopper’s phone screen.

To provide gift-givers with the latest and most convenient mobile solutions this holiday season, the company built upon last year’s introduction of eGift cards by offering the option for gift card recipients to go paper free. in 2009, TRU unveiled its electronic gift certificates, which allow shoppers to send gift cards to intended recipients via e-mail, which they then could print and use in-store or online. now, recipients of eGift cards with internet-enabled phones can retrieve their eGift card barcode sent to their email and have it scanned in-store at the point of sale.

Toys “R” Us and Babies “R” Us customers who opt into the free service (standard message rates apply) will receive notifications and exclusive offers directly to their mobile devices. shoppers have the option to receive deals, promotions, and alerts from either or both brands by simply texting “TOYs” and/or “BaBiEs” to 30364, or entering their mobile number online on the company’s dedicated mobile pages.

DisnEY sTORE OpEns in TimEs sqUaRE Disney store Times square had its grand opening on november 9. Toys & Family EnTErTainmEnT attended a walk-through tour the day before the grand opening. The two-story shop aims to be the “Best 30 minutes of child’s Day,” according to Disney. The store is expected to feature 18,000 products. new York city-themed products are featured on the first floor—most of which will not be found in any other location. in fact, consumers were limited in the number of exclusive new York city-themed vinyl figures that could be purchased. The assumption is that Disney doesn’t want these products resold in bulk on eBay. The second floor offers mostly exclusive Disney items. shoppers can follow pixie Dust Lane to make their way through the store. Disney says this is the first Disney store to showcase a marvel section, which will grow and change as films make their way into theaters. next to the marvel section is the Ridemakers Build Your Own custom cars. Disney says it is the only place to make vehicles for the cars franchise.

There is a magic mirror in the princess section. Wave a wand in front of the RfiD-enabled mirror and one of eight versions of a story will play. The Disney store Theater features seating for parents and kids. consumers choose what is played on the screen in a modern day twist on the “jukebox” concept. The theater will feature clips from classic Disney to the latest film trailers.

Disney says it projected the store would host 11,000 shoppers per day although more than that seemed to go through on opening weekend.

10 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

Jazwares signs Deals with CapCom Jazwares, inc., has been awarded the toy licenses for Capcom’s street Fighter and mega man video game franchises. Under the terms of the agreement, Jazwares will be the master toy licensee for mega man. the street Fighter license is a category-specific agreement that covers only the categories of boys’ aBs/pVC/vinyl figures and accessories, four-inch and under playsets, and vehicles. the spring street Fighter 2011 toy line by Jazwares will include all-new 3.75-inch action figures. available in single packs, double packs, and comic book battle packs, the toys will portray the characters of street Fighter like no kids or collectors have ever seen before.

astra show moVes to anaheim in 2011 the american specialty toy retailing association (astra) announced that the theme of its 2011 marketplace & academy is “soak Up the sunshine. Dive into the Deals.” the event will take place in anaheim, California from June 19–22, 2011. For more information visit www.astratoy.org.

Fao opens CaFé Fao schwarz Fifth avenue is opening the Fao Café located just steps inside the store’s 58th street entrance. the café showcases the company’s new branding, including Fao’s newest mascot, wit, who makes a special appearance on the department’s light fixtures. the Fao Café opens its doors daily at 8 a.m. (the entire store opens at 10 a.m.). Breakfast items available on the menu include: pastries from Crumbs Bake shop; bagels in a variety of styles from midtown manhattan’s Jumbo Bagels; cake, glazed and jam-filled doughnuts, made with all natural ingredients, from manhattan-based Doughnut plant; and fresh-baked granola from Brooklyn’s early Bird Foods. there will also be cold cereal, hot oatmeal, fresh whole fruit, fruit cups, yogurt parfaits, and more. the menu switches to lunch and dinner items including: peanut butter and jelly sandwiches from the Village’s peanut Butter and Co.; two soups, daily, from Kettle Cuisine, with varieties to match the season; and numerous choices of wraps. additionally there will be a variety of snacks and drinks to choose from.

new samUrai power rangers maKe DeBUt the samurai power rangers were part of the 84th annual macy’s thanksgiving Day parade on november 25. recently acquired by saban Brands, the parade marked the firstever U.s. appearance of the five samurai power rangers as they gear-up for the premiere of their new television show. Forty episodes of Power Rangers Samurai are currently in production and will air on nickelodeon and nicktoons in north america, premiering in early 2011. Fans can tune in to nickelodeon for a special first look at the new series.

DECEMBER 2010 TOYS & FAMILY ENTERTAINMENT 11

ENTERTAINMENT MARKETPLACE

Cepia LLC

BY LAURIE LEAHEY

I

t started in 2009 with four hamsters— robotic hamsters—and accessories.

Since then, the ZhuZhu Pets line has taken off and is now distributed in more than 60 countries. ZhuZhu Pets has also become the No. 1-selling brand of plush girl toys in the U.S., according to NPD. And Cepia LLC, the company behind ZhuZhu Pets, continues to add to the “Zhuniverse” with more pets, accessories, and licensed product.

ZhuZhu Pets are interactive and artificially intelligent plush hamsters that talk and move around in their own playsets.

There are two modes of play: nurturing mode, where the hamsters coo and purr, and adventure mode, where the hamsters explore their habitats with intelligent audio and mechanical responses to various habitat stimuli. Add-on accessories can be used to build an ever-evolving habitat for the pets to play in and explore.

While ZhuZhu Pets became popular among girls ages 4 and up, Cepia didn’t

above: the original ZhuZhu Pets below: hamsters from the Kung Zhu line

12 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

want to leave out the young boy demographic. This year’s introduction of Kung Zhu remedied that. Kung Zhu is specifically designed to appeal to boys through ninja hamsters and accompanying battle accessories. Cepia also released ZhuZhu Rock Stars and ZhuZhu Wild Bunch, which feature the same technology as the original ZhuZhu Pets but with different animals.

Cepia is working with Entertainment Licensing Associates (ELA), a Los Angeles-based licensing agency and production company, to create a licensed merchandise program in North America.

Cepia’s interactive game partner Activision and co-publisher GameMill have produced multiple games for the Nintendo DS and Wii consoles. The games allow players to explore new locations and care for favorite ZhuZhu Pets.

Soft goods, such as T-shirts and outerwear, are available from Changes, AME, Berkshire, and SG Footwear. Licensees Scholastic, Modern Publishing, Scorpio Posters, and BrownTrout all have publishing programs. The Bridge Direct and Cra-Z-Art signed on as toy and game licensees. Franco Manufacturing is producing bedding and coordinating products, while Accessory Innovations has created backpacks, lunchboxes, handbags, and cases for Activision’s DS games. With ZhuZhu Pets in so many product categories, both girls and boys will have even more ways to play in the Zhu-niverse.

Need

to

KNow

• This year, ZhuZhu Pets received awards in three categories at the 10th annual Toy Industry Association Toy of the Year Awards: Girl Toy of the Year, Innovative Toy of the Year, and 2010 Toy of the Year.

• Prior to launching Cepia LLC, Russell Hornsby was the CEO and owner of the toy company Trendmasters, Inc., for 15 years.

• ZhuZhuPets.com offers a variety of online games, including the Amazing Hamster Maze Race. Boys can go to KungZhu.com for the latest on the battle hamsters.

acTivision/ gaMeMill Activision, in partnership with GameMill Publishing, has produced video games for the Nintendo DS and Wii consoles, including the new ZhuZhu Pets 2: Featuring the Wild Bunch.

The limited-edition version of the game contains a bonus hamster named Nutter.

cra-Z-arT

scholasTic

ZhuZhu Pets Wild Wacky Hamster Game is full of action. Race the ZhuZhu Pets and watch as they twist, turn, and flip all the way to the finish line. The game is for one to four players ages 4 and up.

Scholastic’s series of five books includes Meet the ZhuZhu Pets, Chunk’s Perfect Day, Num Nums and the Dessert Disaster, Mr. Squiggles’ Halloween Adventure, and Love, The ZhuZhu Pets. All books feature interactive questions to help readers connect with the characters.

The bridge direcT

Modern Publishing ZhuZhu Pets giant coloring and activity books, from Modern Publishing, feature 96 pages of coloring, games, and stories.

The Bridge Direct has created collector cases for both ZhuZhu Pets and Kung Zhu. The case shown offers a convenient way to store 12 hamsters in colorful, divided rooms.

The case also comes with stickers. Also available from The Bridge Direct is assorted sizes of plush (with and without sound), a birthday party kit, and more.

brownTrouT The ZhuZhu Pets 2011 Wall Calendar features high-quality images of favorite ZhuZhu Pets. Each month features a ZhuZhu Pets hamster, birthmarks, and ZhuZhu Pets sayings.

DECEMBER 2010 TOYS & FAMILY ENTERTAINMENT 13

Shelf TalkerS

The Newest Items Coming to Stores Jakks’ Spring Poké mon Lineup To coincide with the launch of the next Pokémon generation, Jakks Pacific is introducing a new toy line in the spring. It will include collectible figures and plush featuring the new characters; playsets that emulate the new region; and trainer roleplay items inspired by the TV series.

Jakks will also launch a TV-advertised skill-and-action line of toys for older boys. It will allow them to catch, train, and battle their Pokémon in interactive and competitive toy-based experiences.

The Jakks Pokémon toy line is based on three core ways kids want to play Pokémon. The action figure play line includes three-inch basic figures in single and multi packs, three-inch attack figures, deluxe figures, and a battle playset.

The Pokémon trainer roleplay line includes mini plush, reversible plush, a throwable Poké Ball, and a soft Poké Ball.

The skill-and-action play line includes Pop ’n Battle Launchers with Attack Target, Battle Attack Starter Set, and a Pokémon catcher.

Meet Einstein Set for release in March 2011, Meet Einstein introduces young minds to what scientists do.

With colorful, playful illustrations the book portrays Einstein as a likeable, approachable character—with crazy hair, of course.

The book helps young kids learn how scientists make discoveries and test theories. It’s these discoveries that help scientists create things that we take for granted every day.

Lightbulbs, flashlights, car lights, and even rainbows dot the pages of Meet Einstein. While on other pages there are objects that fall to the ground and kids jump up and down to illustrate gravity. The book’s inside front and back covers feature objects kids might find in a lab or in their hallway closet, with kidfriendly descriptions of how they all relate to scientific discovery.

The book was written by Mariela Kleiner. This mom-turnedauthor starting devising kid-friendly stories about scientist Albert Einstein after her child expressed an interest in him.

The book is illustrated by Viviana Garofoli. Over the past 15 years, she has illustrated more than 20 children’s books and has created illustrations for various publishers and textbooks.

14 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

Shed Those Holiday Pounds The Biggest Loser Ultimate Workout, based on the TV series, for Kinect on Xbox 360 features a dynamic routine where the exercise moves adjust to how well players do. For a more intense program, The Biggest Loser Challenge on Wii lets players use resistance bands or a stability ball.

Additionally, players can work out with a friend in four-, eight-, or 12-week programs that can be customized from more than 125 exercise moves, such as the new cardio boxing.

The Biggest Loser video games also include a library of 50 recipes and a wealth of valuable nutritional information that educate users about a healthy lifestyle.

Merchandise Makers

GoldberGer Keeps GoinG BY

PAUL NARULA

W

hen a company has been around for more than 90 years, one can expect that it has learned to keep up with the changing times. That is exactly what Goldberger Toy has done. From the day that Eugene Goldberger founded the company in 1916 as Goldberger Dolls to the company’s presence in the toy business as Goldberger Toy today, the company has kept in mind the need to move forward and stay on the edge of the new trends in the market.

One thing that hasn’t changed for the company is the philosophy that makes up the core of Goldberger’s design practices. “Our goal is to make products that are delightful, safe, and fun, and can be just as parent friendly as kid friendly,” says Jeffrey Holtzman, CEO of Goldberger Toy. The company’s main focus since 2006 has been children in the 0–3 age range, with a few lines aiming for the 3 and up age range. Because children can be easily influenced and learn quickly at that age, part of Goldberger’s mission is to provide educational support and help “nourish and teach” children who play with Goldberger products. An example of this philosophy in action is the Zip-Ity Princess doll. The doll is designed to be a skillbuilding activity doll rather than just a baby doll. The doll encourages children to use its buttons, zippers, and other clothing to learn how to manage tasks for themselves as they learn to dress.

The company’s entire Basic Training line of dolls operates under the same premise, teaching children the skills

16 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

they will need to develop.

Facebook (with 391 The company has also ‘Likes’ for its page as of been focused on making the writing of this article), sure that even its classic where it provides updates products are fully updated on toys and deals, as well and made with the highest as links to sites that parents modern safety standards in interested in Goldberger mind. All Goldberger prodmight find helpful. In ucts have been phthalate addition, the company has free since 2007 and the established a blog via its company has introduced a website that provides line of baby dolls called advice for parents on a Zip-Ity Princess Sensitive Baby that is fully multitude of topics, rangasthma- and allergy-friending from simple tips on ly. “Safety and comfort is important for both recipes to where to take the children out for children and parents,” says Holtzman, who is dinner to information about the proper way to a parent himself. measure out formula for a child still on the However, staying up to date as a company bottle. Even simply registering on the goldinvolves more than just products (as impor- bergertoy.com website gives parents the tant as those are for any manufacturer) and opportunity to download lullaby MP3s.

Goldberger Toy hasn’t ignored new arenas According to Holtzman, being able to interact and avenues that modern technology and soci- with fans and consumers on another level ety have introduced to all businesses. “We’re encourages loyalty and involvement in the getting the message out about Goldberger via brand that would otherwise be impossible. social media, websites, and more,” says Looking forward, Goldberger will continHoltzman. The company has a presence on ue to update its products and practices. The company has a strong product line for 2011 that is aimed toward continuing to update its practices while maintaining the standards and quality design that have given the company the staying power to last more than 90 years.

“We are never going to stop making quality product,” says Holtzman.

When it comes to updating the core classic products or the way the company does business, Goldberger has Heart Glow Babies proven that it won’t be left behind.

Industry Forum

TOY FAIR 2011: 93 PERCENT

OF

EXHIBIT SPACE SOLD OUT

New Teen/Tween Product Zone Among Show Transformations BY

TOY INDUSTRY ASSOCIATION STAFF

I

n a world where product sales are increasingly driven by fads and trends, savvy retailers know that few industries rival fashion and toys for the need to know what’s hot. . . and what’s not. Forward-looking and fast-acting buyers who stay abreast of the latest styles can stock shelves with innovative toys—from eco-friendly to tech-laden products—that attract attention in the aisles. And as fourth quarter retail sales show positive gains, the anticipation for Toy Fair 2011 is also on the rise.

Toy Fair, in its 108th year, is internationally recognized as the most influential toy and youth product marketplace in North America. With more than 5,000 buyers from 62 countries already registered and 93 percent of available exhibit space already sold out, the February 2011 event is shaping up to be an exciting and productive experience for all who participate.

One of the most significant changes to be made at Toy Fair 2011 is the introduction of a new teen/tween product zone. A trend spotted at the 2010 event is proving to be on track as more than 22 percent of registered buyers for the 2011 show have indicated an inter-

Have extra inventory?

Donate it to K.I.D.S.

18 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

est in toys, games, and accessories targeted to this “in-between” age group. This is the newest of more than a dozen product-categoryspecific zones of interest to all buyers.

“Toy Fair is a place where buyers, sellers, and other industry influencers gather to create new business opportunities with new and existing partners, while press flock to the show to report on new products and trends,” says Marian Bossard, TIA vice-president of meetings and events. “At the 2011 Toy Fair, an estimated 7,000 new products are expected to be launched by both big name companies and exciting new talent from around the globe.”

More information, along with links for online registration, can be found at www.ToyFairNY.com.

Toy Fair 2011 will be held February 13–16, 2011, at the Jacob K. Javits Convention Center in New York City. Online registration is currently open. For more information, visit the “Events” section on ToyAssociation.org.

Your excess product can put smiles on faces!

Poverty is a disaster that happens every day, but K.I.D.S. brings hope to 4.5 million children and their families every year. Donating your excess apparel, shoes, toys, books and juvenile products can provide your company with a generous tax deduction and replace despair with dignity.

Fill out the donation form online at www.KIDSdonations.org or call 1-800-266-3314.

Industry Forum

THE POWER OF A NEW IDEA: USING NEIGHBORHOOD TOY STORE DAY TO TELL THE SPECIALTY TOY STORY BY KATHLEEN MCHUGH, ASTRA

N

inety-nine thousand.

If you googled “Neighborhood Toy Store Day” on the eve of the first-ever national Neighborhood Toy Store Day, that’s what you would get: more than 99,000 hits.

That’s a lot of web buzz about a toy industry event that’s been publicized for less than three months.

If you went deeper and clicked on a random page of results— say page 14—you would see the power of a new idea. Not only is the American Specialty Toy Retailing Association (ASTRA) mentioned in every story, most entries include the name of a local toy store from somewhere in ASTRA’s nationwide network. For example, our randomly selected page mentions independent specialty toy stores in River Ranch, La.; Berkley, Mich., Brooklyn Heights, N.Y.; Dunwoody, Ga.; Park Slope, N.Y.; and Sedona, Ariz. Visit other pages, and you’ll find more ASTRA references, more neighborhood stores mentioned by name and location, more video clips of broadcasts in local markets, and lots of mommy blogger support for buying local and buying high-quality, high-play-value specialty toys.

These robust results reflect the intent of ASTRA’s national Neighborhood Toy Store Day initiative: to stake a claim on the second Saturday in November every year, and make as much noise as we can—both nationally and in local ASTRA markets—about the advantages of shopping at a locally owned independent toy store.

INcReASeD ASTRA INVeSTMeNT IN coNSuMeR INITIATIVeS During 2010, ASTRA has increased its investments in consumer initiatives. Going beyond our handy online nationwide store locator and the ready-to-go holiday season press releases we have provided for store owners for many years, ASTRA developed attentiongrabbing print materials and a nationwide special event to ramp up the communication vehicles available to store owners.

To highlight the quality and play value of specialty toys, ASTRA produced a four-page, four-color flyer featuring the year’s Best

20 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

Toys for Kids winners. All member retailers were sent 250 complimentary copies and given the opportunity to purchase more with their store’s imprint for use in mailing and as newspaper inserts.

More than 800,000 copies were ordered by nearly 70 stores.

Neighborhood Toy Store Day was conceived as a way to draw consumers into local toy stores and introduce them to products and service that are not available at big-box chain stores. ASTRA developed and distributed (at no charge to its members) a comprehensive guide book for retailers to use in planning and promoting whatever celebration fit the needs of their markets—including timelines, sample press releases, tips for getting media coverage, and using social media to promote their store’s celebration.

NATIoNAL AND LocAL MeDIA TeLL THe SPecIALTY SToRY Media coverage is central to the Neighborhood Toy Store Day strategy. It builds on a two-pronged approach—national coverage of the toy value and buy local message, combined with local coverage of: (1) the announcement of the Best Toys for Kids list; (2) the celebration as a fun day for families; and (3) the charitable efforts of the local toy store. For the first year, the national objectives were focused largely on using the mommy blogosphere as the medium.

In local markets, reporters covering family and community topics, parenting magazines, and calendar listings were targeted.

A secondary objective is to help ASTRA retailers build their own capacity for media outreach. Having a big event with a carefully crafted message gives store owners a tangible story to “sell” to their local media. For ASTRA members new to working with the media, ASTRA provided step-by-step guides for how to build (quickly) a targeted list of media contacts, and how to initiate a relationship with those journalists.

Neighborhood Toy Store Day is about growing the specialty toy industry for everyone who is dependent on moms and dads and grandparents and others buying toys for kids—including independent retailers, manufacturers, and reps. We will learn from the first year and work to increase its impact as the event becomes part of each year’s pre-holiday rituals for families.

Kathleen McHugh is president of ASTRA. Visit www.astratoy.org for more information.

Industry Forum

Read the Instructions!

BY

MATT NUCCIO, DESIGN EDGE

A

s an outside development

play the game. If you are writing instructions,

instructions? How

company I get the occasional

keep the thesaurus on the bookshelf. It’s not a

about owners’ man-

calls about “fix-it” jobs. I’ve

love poem, so make sure to be direct and repet-

uals? It is about as

seen brilliant concepts exe-

itive. The reality is that repetition is the best

exciting as watching paint dry. Well, you know

cuted poorly and I’ve seen

way to teach game players. If, in the first line

what? Everyone feels that same way.

hack jobs that were beyond repair.

of the instructions, you refer to the playing

However, if the game truly requires

But most of the time the problem can be summed up into an issue about communication—or lack thereof. At that point, my job is usually focused on getting the point of a toy or a game across simply and effectively.

When it comes to games, the one thing I constantly see butchered is the instructions. I am dumbfounded by how long and flowery the language tends to be. Let’s stay focused and remember that the entire purpose of game instructions is to let the players know how to

pieces as “pawns” keep calling them “pawns.”

extensive explanation, throw in some quick

Don’t change it to “figures” in the next refer-

“start” rules. The reasoning here is the other

ence. As strange as it may sound, this compli-

players can get started while one person

cates things. Believe it or not, some people

reads through the details. That person will

may think figures have now been introduced.

then explain the game to the group. Let’s just

22 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

This should go without saying but keep the

hope that person can be direct and concise.

instructions short and to the point. Games are played in social settings. No one wants to read

Design Edge is a New York-based graphic

through eight pages of instructions before

design and research development studio.

starting. Everyone wants to open the box and

Matt Nuccio can be reached at (516)

play. Think about yourself, do you like to read

377–0500 or at matt@designedge.net.

The Technology Kids Want at a Price Parents Like

BY LAURIE LEAHEY

I

Phone. iPod Touch. iPad. Popular electronics among adults or top have jumped on board, as well, including Nickelodeon, which this month three items on kids’ holiday wish lists this year? Both, actually. The launched iPhone and iPad apps based on Dora the Explorer and Duracell Toy Report, conducted in the UK, asked 2,138 kids ages SpongeBob SquarePants.

5–16 to nominate their most-wanted toys this Christmas. The result While buying an iPod or iPhone for a 15-year-old might not seem that is a Christmas wish list that looks more like an adult’s than a child’s. outrageous, most parents don’t want to spend that much money on an item Even though this study was done in the UK, the manufacturers inter- for their toddler. And most parents would also like to keep their own viewed for this article believe that similar results would be found with kids devices from accidental damage. “There is nothing wrong with giving in the U.S. “These kids get older younger,” your kid a VTech or a LeapFrog toy as a says Steve Pease, vice-president of busistarter,” says Living in Digital Times’ ness development at Oregon Scientific.

Raskin. “Think of it as training wheels.

“They want their own iPhones at a ridicuThey’re inexpensive and might be better lously young age.” suited to little fingers, smudges, and falling According to Robin Raskin, founder than an iPhone.” of Living in Digital Times, a Consumer Just because these “training wheels” Electronics Show (CES) partner, it’s electronics are less expensive doesn’t mean important for kids to have technology. they ignore technological advances. Even “Today’s kids are tomorrow’s consumer very young children have sophisticated electronics users,” she says. “In the globtastes when it comes to electronics. This al sense, it’s really important to have a has challenged manufacturers to create generation of trained, engaged kids in products that are innovative and unique. digital media.”

“Kids want electronics and technology But should parents train their children that aren’t watered down from what they with expensive adult gadgets or more see their parents ‘playing’ with,” says Tom affordable kid-sized versions? How McClure, marketing director for VTech much are today’s parents willing to pay Electronics North America. “They want the Coby Electronics manufactures affordably priced, feature-rich to give their kids technology and will kids be electronics, such as this digital video camera. The company’s same cool types of features they see in their satisfied with pint-sized versions of mom goal is to put popular electronics within reach of everyone. parents’ devices and parents want to see them and dad’s gadgets? having fun, but prefer that their kids are learnKids are incredibly tech-savvy these days ing something at the same time.” VTech’s thanks to more and more parents allowing kids to use adult electronics. MobiGo and V.Reader both feature current technology, such as bright Devices such as the iPhone become toys through the many different apps color touchscreens and USB ports for downloading content. “By offering geared toward kids as young as 2 years old. “It’s called the passback phe- the same technology as their parents’ devices in a more affordable, kidnomenon,” says Shehnaz Safiuddin, director of marketing for Fisher-Price. friendly design, we deliver developmentally appropriate content that “Moms and dads today often ‘pass back’ their high-tech smart phones and allows tech savvy kids to have their own devices that give them the fun gadgets to even the youngest children to keep them quiet while they’re they want and learning that parents want,” he says. driving or at the doctor’s office or in a restaurant. And it’s amazing how But what about kids who have passed the “training wheels” years quickly very young children become adept at navigating through these but are still too young to receive their own iPad? For Sakar, it’s not apps.” Fisher-Price’s iPhone apps are targeted to toddlers and feature the about creating an electronic toy, but rather a segue to the real thing. company’s classic toys such as the Chatter Telephone. Other companies “Kids want their electronics to function like their parents’ electronics,”

24 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

says Liza Abrams, vice-president of licensing and corporate communications at Sakar. “Our cameras, web cams, MP3s, etc., all work.

They are not toys. But they are also at a price point that a parent can appreciate.”

Coby Electronics produces affordable, feature-rich consumer electronics to meet every lifestyle and age group. “Coby products offer kids a more ‘grown-up’ look to their electronics and with all of the features they’re looking for in popular gadgets,” says Michael Paladino, senior product manager for Coby Electronics. “Parents are looking for products for their kids that provide value for the money and don’t break the bank. Because these units are so affordable, parents can feel reassured about purchasing them for their children.”

Aside from rich technological features, kids Kid-sized electronics, such as FisherPrice’s iXL and Oregon Scientific’s B-Berry Handheld Learner, are seen as “training wheels” before kids “play” with adult electronics.

are also interested in products that feature favorite brands or characters. “Kids Across the UK, kids ages 5–16 picked their like everything electronic most-wanted toys for Christmas 2010. Where do nowadays,” says Laura electronics rank?

Zebersky, executive vicepresident of sales and licens1. iPhone 4 (14%) ing at Jazwares. “They like 2. iPod Touch (13%) to see the novelty and they 3. iPad (12%) like to see it in their favorite 4. Kinect for Xbox (6%) brands.” For 2011, Jazwares 5. ZhuZhu Pet Hamsters/Kung Zhu will create licensed electronHamsters (5%) ics for Star Wars, WWE, and 6. Flip Video Camera (4%) Strawberry Shortcake that 7. Toy Story 3 Jet Pack are relevant to each brand.

Buzz Lightyear (4%) For Star Wars, MP4 players, 8. PlayStation Move (4%) boomboxes, cameras, and 9. LEGO Harry Potter Years spyware will look like items 1–4 Video Game (3%) used in the movies and TV 10. Barbie Video Girl (3%) shows. “Our electronics are really representative of what Source: The Duracell Toy Report, conducted across the UK [kids] see in the shows and

by Consumer Analysis Group, September 2010 the movies, so it makes them feel like they are kind of part of that world,” Zebersky says. year, the Kids@Play Summit is merging with This year, girls got to interact with their the MommyTech Summit to create the favorite doll in a new way thanks to Mattel’s Kids@Play/MommyTech Conference. “There Barbie Video Girl, which incorporated a video was a lot of benefit to put the two together,” says camera into a Barbie doll. “We know what girls Living in Digital Times’ Raskin, who also estabwant and we are seeing the rapid convergence of lished Kids@Play. “Everything these days is technology, innovative engineering, and fun about co-decision making: kids and parents electronics,” says Sara Rosales, vice-presi- making decisions about what to buy.” dent of PR, Mattel Brands. “As part of that Getting parents and kids to agree on the trend, we are transforming toys into sophis- types of electronics that are appropriate to ticated gadgets that bring a new dimension to purchase means meeting both groups in the how kids play.” middle. Kids want the newest technology and The blurring line between kids’ play and the coolest features. Parents want something electronics will again be the focus of the they can afford. Luckily, manufacturers Kids@Play Summit at the 2011 International understand this and will continue to produce Consumer Electronics Show (CES), being held fun and innovative kid versions of adult elecJanuary 6–9, 2011, at the Las Vegas Convention tronics that are also affordable, so that kids Center/Las Vegas Hilton and The Venetian. This and parents can reside in harmony.

Electronics as Toys

DECEMBER 2010 TOYS & FAMILY ENTERTAINMENT 25

Kids’ Electronics

BY LAURIE LEAHEY

Today’s electronics for kids must compete with the likes of more adult fare, such as the iPhone and iPad. Even very young kids are tech savvy with their parents’ electronics, and both kids and parents expect kid-sized electronics to deliver the same experience but at a fraction of the cost. Below is a sampling of what’s new in kids’ electronics.

B-Berry Handheld Learner

Oregon Scientific Oregon Scientific’s B-Berry Handheld Learner resembles a BlackBerry and comes with eight learning games to strengthen alphabet, vocabulary, spelling, numbers, shapes, and memory. For 2011, Oregon Scientific is developing a netbook version of the Barbie B-Smart and a Barbielicensed, tablet-based learning product that is similar to the iPad.

Coby Coby Electronics is a maker of affordably priced electronics. The company’s goal is to put electronics within reach of everyone, including kids. With Coby’s pricing, families can afford to purchase popular gadgets for their kids. Products include Coby Snapp digital video cameras, which come with editing software; video MP3 players and accessories; and iPod dock and speaker stations.

Jazwares Jazwares’ Skelanimals electronics include the Skelanimals 300 K Megapixel Digital Camera (shown). This easy-to-operate camera can take more than 70 pictures. Photo editing software and a USB cable is included.

Recently Jazwares was awarded the Star Wars license by Lucasfilm in the categories of novelty electronics (MP4 players, cameras, boomboxes) and spyware. Jazwares will also be working with the Strawberry Shortcake and WWE licenses for electronics in 2011.

Nickelodeon Nickelodeon and Budge Studios partnered to develop and publish interactive storybook iPhone and iPad applications based on Dora the Explorer and SpongeBob SquarePants. The Dora’s Christmas Carol Adventure app features a holiday-themed story, original songs, and interactive mini games.

26 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

Mattel This year Mattel released Barbie Video Girl. Girls can record and play back clips with this multi-tasking doll, which has a video camera built right in. Capture everything from a doll’s-eye-view, then watch it instantly or upload to a computer. Girls can add music, graphics, and special effects with free Video Girl editing software (software is for Windows users only) available at www.barbie.com/videogirl. The doll has an LCD screen on its back and a camera lens hidden discreetly in a necklace. The video camera is Windows/MAC compatible. Barbie Video Girl comes with a USB plug-in cord.

Fisher-Price The iXL Learning System (shown) is a “smart” gadget, like what mom and dad have, but made for young kids in terms of durability, content, and ease of use.

Kids can read, write, play games, listen to music, and more with the iXL. FisherPrice also continues to add to its Kid-Tough line of sturdy and durable kids’ electronics, such as with this year’s Music Player.

Sakar Sakar has taken on new licenses for electronics, including Captain America: The First Avenger and Thor. Product will be introduced in the next few months. Shown is a Captain America-themed CB radio. For Thor, Sakar will produce walkietalkies. Other new licenses, which the company could not reveal at press time, will allow Sakar to expand its electronics into certain areas, such as music and gaming.

Wild Planet Wild Planet’s Spy Video TRAKR is a programmable, remote-controlled vehicle that digitally transmits color video, audio, and data, and enables users to download, build, and share custom programs. The handheld controller features a full-color LCD screen and speaker so kids can see and hear what’s going on in remote places. Free apps will be available at www.spytrakr.com, giving users instant access to a variety of programs that combine viewing, listening, recording, voice throwing, and more. Kids can even build their own apps. An SD card slot and USB cord are included. Spy Video TRAKR is for ages 8 and up.

DECEMBER 2010 TOYS & FAMILY ENTERTAINMENT 27

Halloween 2010 Less Scary than 2009 at Retail BY

CHRIS ADAMS

E

arly reports say that Halloween 2010 was a success at retail.

While sales numbers dipped in 2009 when compared to 2008, all signs point toward a rebound in 2010 that puts the industry back on par with the 2008 totals. While consumers certainly sought value in their Halloween purchases, more people celebrated Halloween in 2010 than ever before.

According to the National Retail Federation (NRF), 148 million Americans planned to partake in Halloween, spending an average of $66.28 each on costumes, candy, and decorations, up from last year’s $56.31. While it was too early to get a more accurate tally for the season as of the publishing of this article, the NRF expected total sales for Halloween 2010 to reach $5.8 billion.

While the numbers are up for 2010, there are shifts in how consumers are shopping for the holiday and how they celebrate. Even though neither concept is new, online and pop-up shops saw the biggest gains for the season.

“Most mass, food, and drug stores came up short of their sales plans by a small margin,” says Scott Wentworth, vice-president of marketing at Paper Magic Group, “while the specialty, temporary, and internet businesses reported successful seasons above plan.”

Part of the issue with brick-and-mortar retail is there is too much competition.

“Everybody’s screaming that the retail competition is too fierce and there are too many retailers,” says David Spiegel, sales manager for RG Costumes. “The business isn’t moving away from the brick and mortars, but there are so many of them out there.”

Of course, online retail is growing as today’s generation of kids and parents are increasingly comfortable with shopping online. The current

28 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

generation of parents and children are also celebrating Halloween differently. While trick-or-treating used to be the main way to celebrate the holiday, there is a shift going on.

“The only real dip of anything Halloween-related is that fewer consumers are planning to go out trick-or-treating,” says Stephen Stanley, president of Disguise. “People throw an all-family party. It’s not just about the kids anymore.”

This shift has influenced the types of products purchased to celebrate Halloween. With more adult involvement— whether at parties or out trick-or-treating—adult costumes are playing an increasing role in Halloween sales.

“I have never seen as many adults dressing up in my neighborhood as I have in the past couple of years,” says Gary Schneider, general manager of licensing and marketing at Rasta Imposta. “More and more, adults have a tough time getting out and getting away and they look at Halloween as one of the times on the calendar when they can go out and have fun.”

In addition to the sales of adult costumes, As in-home, all-family other categories are reaping benefits from Halloween celebrations grow in popularity, décor more adult participation. items are expected to sell “Neighborhoods, businesses, and assorted well. On top is an Airblown Inflatable from Gemmy and social gatherings continue to build events on bottom is a Ghost Face around Halloween,” says Jason McCann, presGoblet by Fun World. ident of Gemmy. “We see this trend growing, leading to the need for easy-to-set-up décor and family-appropriate products.”

Of course, that’s not to say that there aren’t challenges that lie ahead for 2011. Next year, Halloween doesn’t fall on a weekend—it is a Monday Halloween. This can have an effect on adult participation. In addition, the current limited production capacity in China as well as rising production costs are offering challenges to manufacturers.

That being said, consumers will continue to participate in Halloween; it’s just a matter of how. The success of the 2010 Halloween season proves that even in a down economy consumers are willing to forget their troubles and dress up for Halloween.

Halloween ‘Show’ Business BY

International Halloween Show Dec. 6–9, 2010 1115 Broadway New York City www.hiaonline.org

Halloween & Party Expo Jan. 22–25, 2011 George R. Brown Convention Center Houston, TX www.halloweenpartyexpo.com

Halloween, Costume & Party Show March 10–13, 2011 America’s Center St. Louis, MO www.hcpshow.com

CHRIS ADAMS

T

he Halloween industry has three U.S. trade shows to service its needs.

However, the role of each of these shows is morphing as the industry’s buying cycle shifts forward. The shifting timeline and changing role of these shows has resulted in the industry at large taking a look at what each show means and what role each show will play.

Traditionally, December’s International Halloween Show, held in showrooms in New York, has been the kick-off to the long-lead selling season. However, as the lead time grows longer and longer, that is no longer the case. Manufacturers interviewed say that in 2010, the long-lead selling cycle for 2011 started with private meetings with retailers in July 2010.

“At this point, the New York show is wrapping up the selling season for mass-market and long-lead buyers,” says Stephen Stanley, president of Disguise, a division of Jakks Pacific. “They have all seen the line twice by the time they roll into New York. The New York Show is the last big reveal for the mass market and large specialty chains.”

The International Halloween Show is sponsored by the Halloween Industry Association (HIA), but it is not the only show that the organization endorses. “HIA also proudly endorses the Halloween & Party Expo,” says Michele Biordi, executive director at HIA. “Our members feel this show offers the opportunity to meet with a high volume of quality buyers at a time of year that works for their businesses.”

The Halloween & Party Expo is held in January in Houston. It is the largest of the three domestic Halloween trade shows and its openbooth layout provides attendees a great opportunity to see the look, feel, and trends of the industry at large. A lot of paper is written at this show by independent retailers.

The show is growing in terms of exhibitors as well as attending buyers every year,” says Jonathan Erwin of the Halloween & Party Expo.

“Fortunately, this industry has a certain built-in security, as consumers may forgo other luxuries when times are hard, but they still celebrate their children’s birthdays and they still celebrate Halloween. This translates into continued growth and success for this industry trade show, despite reports that other industry shows are shrinking.”

The show that has taken the largest hit is the Halloween, Costume & Party Show, which will be held in March in St. Louis. According to manufacturers interviewed, the shifting buying cycle has made this show too late in the season for filling out many retailers’ lines and too early in the season for lastminute additions to their offerings. The statistics show that the 2010 show underperformed compared to the 2009 show.

“A lot of lessons have been learned,” says Sam Bundy, managing partner at TransWorld Exhibits, which puts on the Halloween, Costume & Party Show.

“From 2010, a lot of it was understanding the supply chain dynamics have shifted dramatically. We need to take a better look at the marketplace and try to serve the segments that are still being underserved.”

Bundy says that in addition to trying to meet the needs of the independent retailer market from a buying cycle and product mix, the show is expanding to include all things holiday- and special occasion-driven.

It is clear that the Halloween, Costume & Party Show is in transition. However, the Halloween industry as a whole is in transition as the buying cycle shifts earlier and earlier. Some may argue that three U.S. Halloween trade shows are a bit much and there may eventually be a shake up. However, for now the three trade show organizers are trying to meet all of the needs of this evolving industry.

DECEMBER 2010 TOYS & FAMILY ENTERTAINMENT 29

Halloween BY

CHRIS ADAMS

Halloween isn’t just for kids anymore. The category is experiencing growth in the sales of costumes, accessories, and décor due to the popularity of the holiday for adults. That’s not to say that children’s costumes don’t still do big business. Shown below is a sampling of what is on the way for Halloween 2011.

Fun World Scream 4 is scheduled to open in theaters on April 15, 2011, and Fun World will have a full range of Ghost Face tie-in products for the film. Shown is the Ghost Face Bleeding Mask & Costume, which features a handheld pump that allows the mask to ooze, drip, and dribble theatrical blood between the mask’s two layers.

The mask used in the original Scream movie was discovered by Wes Craven while scouting locations in a woman’s house. After several unsuccessful attempts by Disney to have a similarly creepy mask made, Craven started using the Ghost Face mask by Fun World, leaving the studio no choice but to negotiate with Fun World for the rights to the mask.

Innovative Brands New for 2011 from Innovative Brands is the Light Up Candy Bucket (shown), which the company expects to be its best seller for the year. It has a patent pending.

Also on the way is the 9 Piece Colossal Carver, which is a pumpkin carving kit, which includes a nineinch carving tool and a scoop, among other items.

Disguise Among the major initiatives from Disguise (a division of Jakks Pacific) for Halloween 2011 are Pirates of the Caribbean: On Stranger Tides, Transformers: Dark of the Moon, Captain America: The First Avenger, and Thor.

Shown are the Jack Sparrow Toddler costume and the Angelica Deluxe Child costume for Pirates of the Caribbean: On Stranger Tides. The Sparrow costume is a jumpsuit with attached vest and belts and a character bandana. The Angelica costume is a shirt with attached vest, corset, belt, pants, boot covers, and a hat with faux feathers.

Key introductions for Transformers: Dark of the Moon include the Optimus Toddler Muscle costume and the Bumblebee Toddler Muscle costume. The Captain America Movie Classic Muscle costume is a jumpsuit with muscle torso and arms, a detachable cape, and a headpiece. Key Thor introductions include the Thor Classic Muscle costume.

30 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

Rasta Imposta Rasta Imposta will be introducing a line of toy and gamelicensed costumes.

Shown is the Rock ’em Sock ’em Robots costume. Additional items in the line include an Interactive 8 Ball costume and a Whac-AMole costume.

In addition, the company is expanding on its classic ketchup and mustard costumes with the addition of the Heinz license.

Paper Magic Paper Magic expects the momentum for its Yo Gabba Gabba toddler costumes to continue for 2011. Shown are the DJ Lance Rock costume and the Foofa Deluxe costume. Also available is a Brobee costume.

Paper Magic also offers a line of Little Golden Books-licensed costumes for toddlers, as well as a range of costumes featuring the Twister, Kick Ass, Donnie Darko, Saw, and Halloween licenses.

Gemmy Gemmy’s Porch Greeters line features some child-favorite licenses. Its Dora the Explorer Porch Greeter is a plush Dora in a cat costume that stands two feet tall. The SpongeBob SquarePants Porch Greeter features the character in a vampire costume.

SpongeBob’s sidekick Patrick also receives the Porch Greeters treatment with a two-foot-tall plush that depicts the character in a mummy costume.

All three Porch Greeters are shown.

Franco American Franco American Novelty’s Cleopatra Pink Child costume features a dress with attached belt, a neck piece, head piece, and cape with attached armbands and cuffs.

Also from Franco American is the Nurse Child costume which includes a dress, apron, and head piece.

DECEMBER 2010 TOYS & FAMILY ENTERTAINMENT 31

BY

PAUL NARULA

Classy and Classic

P

lush is a major category in the toy business, with an enormous amount of companies that produce a variety of bunnies, bears, birds, and various other stuffed versions of wildlife for children to cuddle and collect. Standing out in the category requires a strong product line and a unique approach. Specialty-focused plush company Jellycat is confident that it has both.

Jellycat, founded in 1999, is actually made up of two companies—Jellycat, Ltd., based in London, and Jellycat, Inc., based in the U.S. According to Dannell Blaskey, president of Jellycat, Inc., each side of the Jellycat business functions as a wholly separate company. “There is some crossover,” says Blaskey, “but there is also a great deal of completely unique product for either side.” The independence that each division of Jellycat has is what has allowed the company to remain competitive on both sides of the pond. The London branch is able to focus on marketing smaller products that are more popular in Europe, whereas Blaskey’s division sells almost 25 times the number of large and huge plush products that are sold in England.

Both divisions of Jellycat do share one thing—

Cordy Roy Lion

all of the company’s designs are done in London. Roys are plush toys that are designed to resemble Jellycat prides itself on the quality of its design. corduroy fabrics. The line started with two SKUs, “Some businesses are run by marketing,” says but has grown to more than 40 and is one of Blaskey. “Others are run by sales. Jellycat is run by Jellycat’s highest-selling items. its design.” The company devotes a significant Jellycat has continued to expand its offerings. amount of resources toward This year the company introkeeping its designers on trend. duced a new U.S. product Designers travel across the line called Jellycat Baby, world to look at emerging fabwhich took a number of the rics and what materials may be most popular Jellycat plush coming up, even going so far as toys, shrunk them down, and to touch base with the fashion switched them to blue and world in Paris for inspiration. pink color schemes. While “For a company our size, we the Jellykitten baby line make a pretty big investment in exists in the UK, the compaour designers,” says Blaskey. ny decided that it needed The unique designs that larger baby plush for the Jellycat creates and the signifiU.S. The line has been sucBashful Bunny cant investment in achieving cessful and has even garthem means that most of the company’s products nered the attention of retailers outside of the speare found in high-end boutiques and specialty cialty market—Blaskey mentions Nordstrom, retailers. According to Blaskey, the retailers that Bloomingdale’s, and other retailers that have carJellycat has had the most success in are those that ried the product line. “We stay away from too consumers return to consistently, developing a rap- much promotional retailing to protect our loyal port with the store staff. The company is very retailers,” says Blaskey, “but we have had some focused on the specialty market and is not aiming interesting developments.” toward the mass-market or big-box stores with its The upcoming spring lineup from Jellycat, Inc., product lines. “It’s not the cheapest plush on the in the U.S. will include another line of products market,” says Blaskey. “You do pay extra for the geared toward younger children, called Jellycat extra detail and quality.” Despite the extra price, First Steps, for toddlers and children on their first Jellycat has continued to do well despite the eco- steps. A high-end travel set will be a part of the line, nomic difficulties that have plagued most manu- as well as a reworked version of the company’s facturers. Blaskey attributes this success to con- successful Bashful Bunny product. Blaskey sumers being drawn to high-quality items and believes that this new line will be as successful as being willing to spend money on their children. the Jellycat Baby line. “This isn’t plush by the One of the innovative designs that has paid off pound,” she says. “A consumer can recognize the for Jellycat has been the Cordy Roy line. Cordy difference, and they know that sets us apart.”

32 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

Artterro Artterro’s Paint with Wool Portrait Kit introduces kids 8 and up to needle felting. Simply poke colorful roving wool into the base shape with a felting needle to “paint” pictures. No glue or sewing is required. The kit comes with enough materials to create four four-inch masterpieces.

Boo2Yoo, Inc.

Sourcing International Sourcing International’s Wrist Art Bracelets put a new spin on the traditional stainless steel stretch watchband. Wrist Art Bracelets are stainless steel, waterproof, and come in a variety of colors and prints. From animal prints and peace signs to camouflage and skulls, Wrist Art Bracelets come in designs for both girls and boys. Mix and match, layer several, wear just one, or pair with other accessories like The Connectors (sold separately) to create a custom look. Sourcing International also released a collection of souvenir Wrist Art Bracelets with images of Hollywood, Las Vegas, Americana, New York, Texas, and Los Angeles. Wrist Art Bracelets can also be personalized with pictures or logos.

ZombieZoo is a new line of collectible plush toys from children’s author/illustrator Neecy Twinem. ZombieZoo characters include Boo the black cat and Stich, a pig obsessed with hygiene, as well as Muck (monkey), Rob (rabbit), and Toxic (snake).

Each plush stands at 12–15 inches high, is made of soft fleece, and has Frankenstein-esque stitching adorning its body and over-sized head.

Abandon Interactive Entertainment Freaky Pets, from Abandon Interactive Entertainment, is a line of transformable plush creatures that are cute on one side, then cranky the next. Inspired by the many emotions everyone has, the transformable creatures can be reversed to display their alter egos. The dual-personality toy gives children and their parents a safe outlet to explore their feelings, according to Abandon Interactive Entertainment. The plush Freaky Pets include 10 creatures that carry a unique one-time access code that can only be revealed after purchase. The secret code brings the pet to life in the Freaky Pets Sci-Fi universe at www.FreakyPets.com. Freaky Pets are now available in participating Hallmark Gold Crown stores across the country.

34 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

BroadwaySpace.com BroadwaySpace.com released a new board game, Be A Broadway Star! Making it big on Broadway is not easy, but now theater lovers everywhere can experience what it’s like to rise to stardom. This brand new game takes players through the Broadway journey— attend acting school, buy headshots and resumes, earn “Equity” cards, get an agent, go to auditions, and maybe even win a Tony Award. With interactive Make or Break cards, this board game puts players in the spotlight as they work their way up to the Broadway Hall of Fame. The game is for two to six players ages 8 and up. It is available at www.beabroadwaystar.com.

Rainbow Products New from Rainbow Products’ Magformers line is the Designer Set. This set comes with 244 powerful encapsulated magnets. Kids can design and build with the various multi-colored pieces—20 triangles, 14 isosceles triangles, 22 squares, four diamonds, and two trapezoids.

innovativeKids

Freddie the Frog The new Freddie the Frog fourbook series is designed to help preschool through elementary-age children understand musical concepts. Featuring colorful illustrations, the hardcover books also come with a CD that includes narration and sing-a-long songs. The books include Freddie the Frog and the Thump in the Night, which introduces readers to fundamental music concepts. Freddie the Frog and the Bass Clef Monster introduces kids to the nine notes of the bass clef. With Freddie the Frog and the Mysterious Wahooooo, kids discover tempos, rhythms, and beats while being guided to play rhythm instruments. The fourth book, Freddie the Frog and the Secret of Crater Island, teaches six note names and completes the treble clef staff that the first book in the series introduced.

Soft Shapes Play to Learn Games from innovativeKids bring foam-filled fun and learning to bath time. These new games feature soft foam play pieces that float in water and stick to tub walls. Each set contains everything needed for play plus a mesh bag for drying and storing pieces when wet. Dog Tag (shown) comes with two dog-shaped squirters and 10 floating animals. Kids use the squirt toys in a race to knock over each animal. Memory Match Catch includes a fishing net and 20 colorful, floatable fish. Kids use the net to catch and match pairs of the same color and pattern and then stick them to the side of the tub.

DECEMBER 2010 TOYS & FAMILY ENTERTAINMENT 35

YOU’RE HIRED

schoLasTIc MedIa daIsy kLIne, VIce-PresIdenT Brand ManageMenT

sesaMe WorkshoP oF

MarkeTIng

and

scholastic Media, a division of scholastic, Inc., promoted daisy kline to vice-president of marketing and brand management. she is responsible for directing the marketing, Pr, and strategy for scholastic Media’s portfolio of brands and products. In kline’s new role, she will continue developing strategies to maximize brand revenue and ensure coordinated exposure across a wide array of product categories and strategic partners. kline joined scholastic Media in 2007. Prior to joining scholastic, kline held marketing posts at random house children’s Books and harpercollins children’s Books.

IconIx Brand grouP, Inc. heLene gordon, senIor VIce-PresIdenT, Brand ManageMenT, PeanuTs WorLdWIde Iconix Brand group, Inc., announced that Peanuts Worldwide, its joint venture company with charles M. schulz creative associates, promoted helene gordon to senior vicepresident, brand management of Peanuts Worldwide. gordon has been working on the Peanuts brand since 2000 and has been instrumental in building the global business and managing relationships with partners including MetLife, Warner home entertainment, and cedar Fair Theme Parks.

Mega Brands, Inc. ThoMas W. PrIchard Mega Brands, Inc., appointed Thomas W. Prichard as president, stationery and activities, responsible for leading the company’s strategic initiatives in a broad range of products marketed under the rose art and Board dudes brands.

Prichard has more than 20 years of experience in senior executive roles with leading companies in children’s products, including crayola, Pixar animation studios, LeapFrog enterprises, and hasbro. he was most recently president of Backyard Leisure holdings, a producer of outdoor playsets.

36 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

regan & gIaT, ProMoTIon and hIre sesame Workshop promoted Maura regan to senior vice-president and general manager of global consumer products. Jessica giat was named vice-president of licensing, partner relations, reporting to regan. regan, former vice-president and general manager, global consumer products, will oversee global retail business across all major categories of licensed goods including toys, packaged goods, apparel, home furnishings, stationery, and gifts. she joined sesame Workshop in 1999. giat will be responsible for managing sesame Workshop’s master toy licensees— Jessica Giat coordinating activities on a worldwide basis, analyzing activities by territory and monitoring the overall account with a global perspective. she will also work closely with the education and research team to ensure that the educational goals of the Workshop are factored into the development process.

The company also just announced that it has promoted scott chambers to senior vicepresident, worldwide media distribution; Mike khouri to vice-president, home video Maura Regan and audio distribution; and Jennifer Perry to vice-president of publishing. chambers, who joined sesame Workshop in 2002, will be responsible for supervising all aspects of the digital, traditional, and mobile media businesses worldwide, including publishing, interactive, television, home video, and audio. Prior to joining the Workshop, chambers was with disney Publishing. khouri, who joined the Workshop in 2006 as assistant vice-president of retail strategy and business development, is now responsible for supervising all aspects of home video and audio businesses domestically and internationally. Prior to the Workshop, he worked at universal Music.

Perry, who joined the company in 2005 from scholastic, is now responsible for supervising all aspects of the publishing business at the Workshop, domestically and internationally, including the sesame Workshop Publishing archive. sesame Workshop announced that Laura smith and Palak solanki have joined the Workshop as vice-president of formal learning and vicepresident of business planning and analysis, respectively.

events of

Calendar

Industry-Related Trade Shows February 3–8

Spielwarenmesse Intl. Toy Fair

toyfair.de

Nuremburg Exhibition Center

Nuremburg, Germany

13–16

American International Toy Fair

toyassociation.org

Jacob Javits Convention Center

New York City

15–18

KidScreen Summit

summit.kidscreen.com

Hilton New York

New York City

7–9

Playworld Middle East

playworldme.com

Dubai International Convention Center

Dubai, UAE

10–13

Halloween Costume & Party Show

hcpshow.com

America’s Center & Dome

St. Louis

10–13

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

Melbourne Convention & Exhibition Centre

Melbourne, Australia

19–22

Western Toy & Hobby Show

wthra.com

Long Beach Convention Center

Long Beach, CA

28–31

Bologna Children’s Book Fair

bookfair.bolognafiere.it

Bologna Exhibition Centre

Bologna, Italy

7–9

Ed Expo

nssea.org

San Antonio Convention Center

San Antonio

27–30

Hong Kong Gifts & Premium Fair hkgiftspremiumfair.com

Hong Kong Convention & Exhibition Centre

Hong Kong

28

Time to Play Spring Showcase

timetoplaymag.com

The Altman Building

New York City

15–18

National Stationery Show

nationalstationeryshow.com

Jacob Javits Convention Center

New York City

23–26

BookExpo America

bookexpoamerica.com

Jacob Javits Convention Center

New York City

7–9

Electronic Entertainment Expo

e3expo.com

Los Angeles Convention Center

Los Angeles

14–16

Licensing International Expo

licensingexpo.com

Mandalay Bay Convention Center

Las Vegas

19–22

ASTRA Marketplace

astratoy.org

Venue To Be Decided

Anaheim, CA

22–26

Origins Game Fair

originsgames.com

Greater Columbus Convention Center

Columbus, OH

March

april

May

June

AMERICAN INTERNATIONAL TOY FAIR 2011 FEB. 13–16; JACOB JAVITS CONVENTION CENTER, NEW YORK CITY;

WWW.TOYASSOCIATION.ORG

INTERNATIONAL HALLOWEEN COSTUME & PARTY SHOW 2011 MARCH 10–13; AMERICA’S CENTER & DOME, ST. LOUIS;

WWW.HCPSHOW.COM

LICENSING INTERNATIONAL EXPO 2011 JUNE 14–16; MANDALAY BAY CONVENTION CENTER, LAS VEGAS; 38 TOYS & FAMILY ENTERTAINMENT DECEMBER 2010

WWW.LICENSINGEXPO.COM