Volume 4, No. 6
May 2009
Features 18 It’s a Doll’s World by Laurie Hahn
20 Dolls: Product Presentation by Laurie Hahn
22 Dolls Accessories: Product Presentation by Laurie Hahn
24 Activity: Everyday Play at Affordable Prices by Chris Adams
26 Activity: Product Presentation by Chris Adams
28 More Than Décor by Paul Narula
30 Children’s Room Décor: Product Presentation by Paul Narula
:
32 ChatterChix 34
by Laurie Hahn
:
Product Presentation by Laurie Hahn
Departments
Observations & Opinions
page 4
Sizzlers
page 6
Specialty Sizzlers
page 8
The Ticker
page 10
Shelf Talkers
page 12
Entertainment Marketplace: LEGO
page 14
Merchandise Makers: Interactive Toy Concepts
page 16
You’re Hired!
page 36
Calendar of Events
page 38
ON THIS PAGE (CLOCKWISE FROM THE TOP): Mattel’s Barbie & the Three Musketeers Corinne doll, Delta Children’s Products’ Hot Wheelslicensed furniture, and Jakks Pacific’s Girl Gourmet Sweets Candy Jewelry Factory ON THE COVER (CLOCKWISE FROM THE TOP): Wild Planet’s Crayolalicensed Crayon Town, Hasbro’s Play-Doh Burger Builder, and Alex’s Paintball Painter COVER BY DESIGN EDGE
OBSERVATIONS & OPINIONS
WWW.ANBMEDIA.COM
DRIVING BY
BOB GLASER
THE
ECONOMY PUBLISHED
ne of the classic complaints from toymakers is that toy retail-
O
ers are not open to new, innovative toys. Manufacturers bemoan that mass retailers just reorder the same products time
and time again and are not willing to take a risk on items—or properties—that don’t have a proven history of sales.
And one of the gripes that I constantly hear from toy retailers is that toymakers
never bring new, exciting, and innovative products to them. That means they have no choice but to buy the same products year after year. Certainly, as in all arguments, both sides are right and both sides are wrong—and somewhere in the middle is the truth.
This year, the retailers may be correct in one respect. This has been one of the
weakest years with regard to innovation that I have seen in a long time. From Dallas in October, to Hong Kong in January, to New York in February, there were very few items that made an indelible impression. I was not wowed
by the usual bells and whistles as I have been in years past. But, then again,
this year has been unlike any other in years past. This year the catchphrases in the industry have been “back-to-basics” and “play value.” And from
what I am reading in both trade and consumer media these basics, or a more accurate word may be classics, are just what consumers are searching for.
It’s the tried-and-true that consumers are happy with this year. These items
are not only cheaper but offer comfort in the midst of instability.
Yet on the flip side, many manufacturers have delivered on the concept of inno-
vation, but not the type of innovation we have grown accustomed to. Over the past
few years, innovation has meant technological enhancements. The more an item did, the more innovative it seemed. Yet if you look at this year’s toy lines from
LEGO, Crayola, Wild Planet, Techno Source, Vtech, I Can Do That! Games, and
BY ANB
MEDIA • Volume 4, Number 6
PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING MANAGER AMY LAND AMY@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM MANAGING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM ASSISTANT EDITORS LAURIE HAHN; LAURIE@ANBMEDIA.COM PAUL NARULA; PAUL@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTOR MATT NUCCIO, MATT@DESIGNEDGE.NET
so many others, there is innovation but it’s rooted in simplicity. It keeps the price
HONG KONG REPRESENTATIVE TONY LEE SMART REGENT PRODUCTIONS LTD., 66–72 STANLEY STREET, ROOM 603, KAI TAK COMMERCIAL BUILDING, CENTRAL HONG KONG PHONE: 2815 0166 • FAX: 2815 6911 • SREGENT@NETVIGATOR.COM
mind that a bad economy creates opportunity. This economy lends itself to risk
PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM
point low but the play value—and innovation—high. This makes for great toys.
My concern is that we are starting to use the economy as an excuse. Keep in
taking so why not try something different? Remaining stagnant can be just as
dangerous as taking a great risk. This has been a tough few months for many.
But let’s hope the worst is over. The Wall Street Journal reported last month that
UK-based retailer Tesco believes the worst of this recession is behind us. U.S. jobless claims look a bit better than they were from their March peak.
Americans are notorious for their short attention spans. Let’s hope that, in true
American style, everyone is “so over” this recession by now so we can begin to rebuild and, once again, drive this economy.
4 TOYS & FAMILY ENTERTAINMENT MAY 2009
INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM ANB MEDIA, INC. 229 WEST 28TH STREET, SUITE 401, NEW YORK, N.Y. 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM are published monthly by aNb Media, Inc. Copyright 2009 aNb Media, Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM are registered trademarks of aNb Media, Inc. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of management.
• Top 10 Preschool Show
– Winner of NAMIC Children’s Award – Reaching 13.8 million total viewers* – Airing 2x a day on Nick Jr. and NOGGIN
• Upcoming On-Air Events
– Kai-lan’s Great Trip to China Primetime TV Event (Q3 ‘09) – Journey to Monkey King Castle Primetime TV Event (Q3 ‘10)
• Consumer Products Launch
– Including toys, books, video games, apparel & stationery (Fall)
*Source: Nielsen Media Research (12/29/08 - 3/29/09)
For US licensing and retail information contact: Shaun Turner VP, Retail Development Shaun.Turner@nick.com
For International licensing information contact: Jill Tully VP, International Consumer Products Jill.Tully@nick.com
Kristi Wasmer VP, Retail Development Kristi.Wasmer@nick.com
NHKL_LicenseBk_AD.indd 1
4/23/09 4:48:46 PM
SIZZLERS
SIZZLERS: WHAT ’S MOVING OFF STORE SHELVES? WHAT ARE THE HOTTEST WEB ORDERS? Here is an alphabetical listing of the hottest-selling items in the toy industry, based on a combined survey of both offline and online retailers, reflecting the previous month’s sales.
BAKUGAN TRAP ASSORTMENT Spin Master
MARIO KART WII Nintendo
BATHING SUIT BARBIE THEN AND NOW DOLL Mattel
OCEAN WONDERS AQUARIUM ASSORTMENT Fisher-Price
Tag
STAR WARS: THE CLONE WARS FIGURES Hasbro
COZY COUPE Little Tikes GIRL GOURMET CUPCAKE MAKER Jakks Pacific LEGO STAR WARS ASSORTMENT LEGO
Darth Vader’s TIE Fighter
TECH DECK BOARDS Spin Master Bakugan Trap
WII FIT Nintendo
LITTLEST PET SHOP ASSORTMENT Hasbro
Cozy Coupe
6 TOYS & FAMILY ENTERTAINMENT MAY 2009
TAG LeapFrog
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.
GERTIE BUMPIE BALL Small World Toys
BANANAGRAMS Bananagrams BOTTLE CAP NECKLACES M3 Girl Designs
JAPANESE ERASERS BC USA
Max Liquidator Eliminator
BUBBLE RACERS Little Kids
MAGNETIC COLOR CUBES The Orb Factory
CALICO CRITTERS ASSORTMENT International Playthings
Spiffy Spa Gertie Bumpie Ball
ECOTRONIC RADIOS Russimco
SPIFFY SPA Alex Bubble Racers
8 TOYS & FAMILY ENTERTAINMENT MAY 2009
MAX LIQUIDATOR ELIMINATOR Prime Time Toys
THE TICKER
A RECAP OF INDUSTRY HEADLINES CPSC CHAIRMAN NEEDED
The Wall Street Journal reported that the head of the Consumer Product Safety Commission (CPSC) urged President Barack Obama to appoint a new CPSC chairman to deal with the complaints stemming from the consumer-product safety law that has left retailers and manufacturers with goods they can’t sell. The most immediate concern for the CPSC is clarifying the consumer product safety act that passed in 2008. The law’s limits on lead in products for children under age 12 have it made illegal to sell or distribute numerous items that were already on store shelves at the time the law passed, which was February 10, 2009. Manufacturers and retailers were requesting exemption for many items, according to The Wall Street Journal. The Toy Industry Association (TIA) told The Wall Street Journal that its members already have more than $1 billion in inventory that has either been returned by retailers or is in limbo. Certainly many more products are in jeopardy moving forward. Nancy Nord, acting chairman of the CPSC, said the law limits the CPSC’s discretion to allow the sale of existing products and has called on Congress to deal with the issue.
POKÉMON UNIFIES NORTH AMERICAN AND EUROPEAN OPERATIONS
Reflecting the growth and synergy of its international businesses and a more unified approach to its future, Pokémon USA, Inc., with offices in Seattle and New York, and Pokémon UK, with an office in London, are being joined together under the name The Pokémon Company International. The name change will have no outward effect on business practices. The Pokémon business outside of Asia will continue to be managed by Kenji Okubo, president of The Pokémon Company International, who oversees the company’s operations in Seattle, New York, and London, and reports to the worldwide headquarters in Japan.
SHOUT! FACTORY AND HASBRO ANNOUNCE DEAL
Shout! Factory and Hasbro, Inc., announced a multi-year, multi-property alliance to bring the original animated TV series The Transformers and G.I. JOE: A Real American Hero animated series, along with My Little Pony Twinkle Wish Adventure to the home entertainment marketplace. Under the multi-year agreement, Shout! Factory will be the exclusive U.S. and Canada home entertainment distributor for the direct-to-DVD releases. Shout! Factory plans an aggressive rollout of these Hasbro titles later this year.
SWIMWAYS ACQUIRES COOPSPORT
SwimWays announced that it has acquired the company name and product line of CoopSport International, an active lifestyle company. The combined entity will operate under SwimWays ownership. Under the terms of the transaction, Coop will become a wholly-owned subsidiary of SwimWays with both the SwimWays and Coop names retained. The Coop line includes toys, games, and sporting equipment for the pool and beach. Scott Cooper will continue in product development of the Coop division of SwimWays. In addition to CoopSport International, SwinWays also owns Kelsyus.
HELLO KITTY ROLLS OUT 35TH ANNIVERSARY PLANS
Sanrio has announced preliminary plans to celebrate the 35th anniversary of Hello Kitty. The worldwide theme of the celebration is “Hello Kitty Colors,” which conveys the essence of Hello Kitty, with red for friendship, pink for cute, yellow for heartful, green for wish, and lavender for sweet. The message of each color will be reflected on her bow.
10 TOYS & FAMILY ENTERTAINMENT MAY 2009
Stores around the world will carry 35th anniversary-themed merchandise beginning in September. A U.S. website for the 35th anniversary will be introduced in June to provide information on product launches, activities, and events. Closer to November 1, the exact anniversary date, Sanrio will host a bi-coastal gallery exhibition in the U.S. featuring Hello Kitty products of the past, present, and future, along with artists’ interpretations of Hello Kitty. Plans are also in the works to tie in the celebrations with national and local charities.
NELVANA IS NOW CANADIAN LICENSING AGENCY FOR MR. MEN AND LITTLE MISS
Corus Entertainment Inc.’s Nelvana Enterprises has reached an agreement with Chorion to become the Canadian licensing agent for its Mr. Men and Little Miss brand. The deal includes merchandise such as apparel and accessories, toys, and novelty items, as well as live stage shows and character appearances. The animated television series, The Mr. Men Show, has been sold in 18 territories worldwide and recently launched in Canada on Corus’ kids’ specialty network, YTV.
MAY 2009 TOYS & FAMILY ENTERTAINMENT 11
SHELF TALKERS
SHELF TALKERS: CHECK
OUT
THESE NEW ITEMS
Crazy Forts
Crazy Forts is an openended construction toy where children, ages 4 and up, can create a multitude of possible play structures using their imagination, from the Crazy Forts Company. A single Crazy Fort Kit contains 25 geometrically precise balls and 44 sticks that connect to create a multitude of possible play structures. Simply throw a bed sheet over the top and watch the creativity flourish. In addition to the original sets, a two-pack of Crazy Forts Lights is also available. Each light locks into any one of the holes in a Crazy Forts ball. The lights automatically shut off after 20 minutes to preserve battery life. The battery plate is attached with molded brass fittings for added safety and durability. The cool-to-the touch LED light is recessed for greater protection.
Mattel
Mattel introduces the Matchbox Lights and Sounds Helmet for ages 3 and up. The helmet features a real working light, a microphone that amplifies a child’s voice, and special hard-hitting construction sound effects. The Matchbox Construction Claw (shown), for ages 3 and up, allows kids to become the claw by making realistic clamp sounds and sound effects. Kids just need to slip the claw onto their own hand and activate the action with a press of the hidden trigger. Just like a real construction claw, boys can grab up whatever is in sight. Grinding construction sounds add to the realistic fun.
Mud Pie
The gift company Mud Pie introduces Little Sprout, a new collection of brightly colored pink and green products for little girls featuring flower and polka-dot designs. One of the featured items in the line includes the Little Sprout Table and Chair Set (shown). The set includes a 19-inch x 29-inch table and two 21.5-inch x 12-inch chairs. The table top has a flower motif and the chairs are adorned with a decorative trim. The suggested retail price for the set is $200.
RandomLine
RandomLine has extended its line of children’s drawing activity pads, for ages 4 and up, with the introduction of two new titles. Squiggle Bugs On-the-Go and Squiggle Dinosaurs On-the-Go each has 100 unique squiggles and retails for $4.99. It comes complete with facts that will enhance the play experience. In addition, coloring pages will be available for download on the company’s website in black and white at www.randomline.com.
12 TOYS & FAMILY ENTERTAINMENT MAY 2009
Onionhead
Onionhead was created 15 years ago by a mother-anddaughter team. It offers an assortment of products, under the banner of Onionhead, designed to help children express their feelings and deal with life’s challenges. In the A is for Accepted book (shown here) the topic is about what most children—and adults—fear the most, which is rejection. When a child feels rejected, more often than not, the child develops a sense of low self-esteem, which leads to a lack of self-respect and diminished morals. The book is a perfect way to embark upon the journey of reading while healing the wounds of rejection and introducing children to morals.
Fundex
Fundex is introducing a variety of new items, two of which are Whoops and Hip Hop Scotch. Whoops is the game that has players challenging balance skills in this whole body game that requires agility and coordination. A player tries to complete a set course by picking up the “stones” in order on the course. No game is ever the same and can be easily adjusted for play by any age and skill level. One little slip and “whoops” the turn is over. The game includes 12 whoops stepping stones and instructions. It is designed for ages 6 and up and for one or more players. Hip Hop Scotch is a modern take on hop scotch. No game has to ever be the same. Players can even change the course after jumping and add movements like 360° or touching the ground. Take hop scotch to the next level and make each game more challenging and fun. Play can be adapted for all ages. The game includes 22 hip hop mats and instructions. This game is also designed for ages 6 and up for one or more players.
Funrise
Funrise introduces Tonka P.O.D.S., which are self-contained portable, multiple-themed playsets for use both indoor and outdoor. Choose from three different themes (dirt, sand, and water) in three different sizes, small, medium, and large. Each can interlock with the other to create a larger play environment. With locking-hinged lids that fit securely over the P.O.D.S., they are stackable and easy to store. Each set comes with a Tonka vehicle and multi-use accessories. The sets are now available for ages 3 and up.
Gamewright
Too Many Monkeys, A Totally Bananas Card Game, is now available for two–six players, ages ages 6 and up. Gamewright sets up the storyline like this: Primo the Monkey was happily asleep until his friends swung by for a surprise pajama party. Help Primo chase away the primate pranksters by flipping and swapping cards in numerical order. Watch out for elephants and giraffes who want to crash in on the fun. And if you’re lucky, draw a wild monkey card to clear out the room in one clean sweep. The first player to stop the monkey mayhem and get Primo back to bed wins. The game is designed for a quick 20 minutes of game play. It comes with 65 cards and instructions in Spanish.
MAY 2009 TOYS & FAMILY ENTERTAINMENT 13
ENTERTAINMENT MARKETPLACE
THE LEGO GROUP
BY LAURIE
HAHN
aking its name from the abbreviation of the two Danish words “leg godt,” which mean “play well,” The LEGO Group’s colorful bricks and minifigures have offered millions of children the opportunity to do just what the company name suggests. Children around the world spend five billion hours a year playing with LEGO bricks. With 3.9 minifigures sold per second every day, more than 122 million per year, and seven LEGO sets sold every second around the world, it’s obvious that generations of kids are fans of The LEGO Group’s “play well” philosophy. Since its founding in Denmark in 1932 by Ole Kirk Christiansen, The LEGO Group has gone from a small carpenter’s workshop to a global enterprise. The company produces 19 billion LEGO elements per year, including the present form of the LEGO brick, which was launched in 1958. LEGO products are developed so that there is something for all ages and stages of development. From its Duplo line for ages 2–5 to the Bionicle line for ages 7–16, there are numerous ways for kids to engage in creative building with LEGO bricks. LEGO building sets have included a variety of play themes, such as fire station, police, airport, knights’ castle, and racers. Through the years, LEGO building sets have also evolved to include movie and TV licenses, such as Star Wars and SpongeBob SquarePants, letting kids reenact the action from their favorite movies and shows using LEGO bricks. However, LEGO itself has become a license, having signed a variety of licensees to bring the look and feel of LEGO to a range of products. New licensing deals for 2009 include DK Publishing for new LEGO books, Ameet for a book about the Bionicle universe, Digital Blue for LEGOthemed electronics, TT Games for new LEGO video games, and Zen Design Group for a series of LEGO light-up products under its IQ line of products. This year The LEGO Group will focus on three main areas of licensing—video games and publishing, apparel, and electronics. The LEGO brand has experienced success already in these categories and by expanding further, The LEGO Group hopes to continue to provide LEGO fans with an additional opportunity to celebrate their passion for LEGO and playing well.
T
14 TOYS & FAMILY ENTERTAINMENT MAY 2009
NEED
TO
KNOW
• LEGO bricks are
available in 53 different colors.
• The LEGO minifigure represents the world’s largest population of people. More than four billion minifigures have been produced in the past 30 years. This is almost 12 times the population of the United States.
• Harrison Ford and Alfred Molina are the only two actors who have ever been portrayed as two different minifigures—Ford as Han Solo and Indiana Jones, and Molina as Spider-Man’s rival Doc Ock and Satipo, a guide in Raiders of the Lost Ark. • 40 billion LEGO bricks stacked on top of one another would connect the Earth with the moon.
• The average minifigure, with no hair or accessories, weighs 1/10 of an ounce.
TT GAMES
AMEET
TT Games will produce new LEGO-themed video games this year. Titles include LEGO Battles (shown) and LEGO Rock Band.
Ameet created a glossy Bionicle encyclopedia, Bionicle: Makuta’s Guide to the Universe, that will provide fans around the world with a comprehensive guide to all things Bionicle. The encyclopedia will be available in time for the Bionicle direct-to-video release in September.
DIGITAL BLUE
DK PUBLISHING
DK Publishing launched a new portfolio of LEGO books beginning with two new Brick Master book & brick titles featuring LEGO Pirates and LEGO Castle. The 2009 update to The Ultimate LEGO Book titled The LEGO Book will be packaged with Standing Small: 30th Anniversary of the Minifigure as well as the LEGO Star Wars Visual Dictionary to commemorate the 10th anniversary of the collaboration between LEGO and Star Wars.
Digital Blue will produce a full line of LEGO brick-themed electronics, including a digital camera, MP3 player, alarm clock, and stopmotion video camera. Products will be in stores late summer/early fall.
ZEN DESIGN GROUP
Zen Design Group recently signed on to produce a variety of products based on the look of LEGO minifigures. LEGO Lights, under the company’s IQ line of products, will be available this fall.
MAY 2009 TOYS & FAMILY ENTERTAINMENT 15
MERCHANDISE MAKERS
FLYING HIGH: INTERACTIVE TOY CONCEPTS BY
PAUL NARULA
nteractive Toy Concepts began when of his staff with one of the company’s flying Michael Mathieu and Saul Niddam toys and someone took a shot at the airborne decided it was time to stop being the toy. “Half an hour later we had blueprints for middlemen. The two partners had been [the product],” Chisholm jokes. making products for more than 20 Though the Duck Hunter product was born years, working in electronics and audio. Both out of a joke, the blueprints were far from had helped build a diverse array of products flimsy. “Our toys first and foremost are based for various companies. However, the two men on performance-driven innovation,” says wanted to add a depth to their careers that act- Chisholm. “If it doesn’t perform to our staning as middlemen in product design was dards, it doesn’t matter what it looks like.” unable to offer. In 1988, the two joined forces The company places a strong emphasis on the and created Interactive engineering of its products and the Toy Concepts, with the underlying framework. Each product idea of making just one has to work every time the button to or two items and lift-off is pushed and having some fun in each time it could be the category. What brought in for a landstarted as a way to ing. Until it does, Duck Hunter have a little fun Interactive Toy Xtreme became a way to Concepts doesn’t make a little want that product money, and then became a full-fledged busi- leaving the testing ground. Quality is ness in its own right. extremely important to Interactive Toy, Now, Interactive Toy Concepts has estab- because it is a smaller company in a very lished itself as a maker of fun and interactive competitive category. “We try to really disradio-controlled toys, specifically flight-ori- tance ourselves by the quality of our product, ented products. Ian Chisholm, marketing and the performance of our product, and the trust licensing director at Interactive Toy Concepts, we’ve built with our customers,” says describes the company’s target consumer as a Chisholm. He also notes that while Interactive “passionate and tech savvy” boy of 10 and up. Toy has high standards of quality, the volume “We’re really a bunch of guys making guy of radio-controlled products out there is high toys,” says Chisholm. “We don’t know the enough that quality is not always the deciding doll business or anything like that. If we think factor. “There are so many options out there something is cool, we push forward with it.” that you can get one at any price with any feaChisholm points to one of the company’s lat- tures you want,” Chisholm says. The way that est products, the Duck Hunter Xtreme, as evi- Interactive Toy has remained successful has dence of the fact. The toy came around pure- been to focus on creating new play patterns ly because Chisholm was harassing members and products that are wholly original, such as
I
16 TOYS & FAMILY ENTERTAINMENT MAY 2009
the Duck Hunter Xtreme, instead of simply another flying R/C product. Newness and innovation have been the core of the company’s design philosophy for that very reason. “What we want to continually do is release something brand new every single year,” says Chisholm. Interactive Toy Concepts does have a lot on the schedule in the coming year. The company will develop a new series of R/C toys that use what Chisholm refers to as Virtual Radio Control. This technology will adapt accelerometer technology, similar to that used in the remote control of Nintendo’s Wii, to allow players to use more realistic controllers for R/C play. An R/C jet would utilize a controller that actually looks like the control stick in a pilot’s cockpit, and so on. Additionally, the company is working on a product called “Micro-Aerial Vehicles,” which are small-sized (two or three inches at most) aerial radio-control toys for indoor use. Current planned models include a helicopter and, perhaps in tribute to one of the world’s greatest innovators, a working version of Leonardo Da Vinci’s ornithopter design. Interactive Toy Concepts will continue to introduce products that push the envelope of available technology and innovation. Though many companies are playing it safe due to the difficult economy, Chisholm says that the company wants to keep pushing forward and making new products that are fresh and innovative. “We’re not always going to be hot off the shelves and it’s not going to always be for the mass,” he says, “but we want to always be the ones bringing out new technology and products that make others go, ‘We should have thought of that.’”
It’ s a Doll’ s World he 50th anniversary of Barbie this year is a testament to how prevalent the doll is in the lives of girls, as well as proof that girls love playing with dolls. From baby dolls that perform and look like real babies to fashion dolls and all the trendy accessories that go with them, girls today turn to dolls for the same reasons as they have in the past. Playing with baby dolls lets girls take on the role of “mommy,” while fashion dolls offer girls an outlet for creative self-expression. While the play patterns haven’t changed, the times certainly have. “The economy has had an effect on the entire toy industry, with NPD data showing sales down through March,” says Gina Sirard, vicepresident of marketing, Mattel. “However, the data also shows that dolls are down less than the industry as a whole, indicating that they remain a popular segment.” Because of dolls’ popularity, manufacturers are doing everything they can to provide new and unique ways for girls to interact with dolls at lower price points.
T
Play Value at a Value Price
Consumers might be used to seeing a baby doll that talks and “goes potty” retailing for upwards of $60, and while there was a time when parents would make that purchase, this year a $60 doll is a hard sell no matter what special features the doll comes with. “People want to be sure that what they’re spending their money on is a quality product that is going to give their child enjoyment and is also going to last,” says Linda Breler, U.S. product manager for Corolle. Instead of producing dolls minus all the special features in order to keep costs low, many manufacturers have come to realize that dolls can have technology and not wipe out mom and dad’s savings. For the first time, Hasbro will release a doll, Baby Alive Whoopsie Doo, for $34.99 that “pees,” “poops,” cries, and wiggles its arms and legs. “It’s historically been our classic doll, our really big $50–$60 doll, that has been able to do that in the past,” says Meg Luby, vice-president, U.S. marketing, girls for Hasbro. While the company will still release a
18 TOYS & FAMILY ENTERTAINMENT MAY 2009
BY LAURIE
HAHN
new large doll at the $49 price point, Whoopsie Doo and the new $19.99 Baby Alive Better Now Baby offer something for consumers who want the added play value, but at a fraction of the cost. “We’re at three distinct price points,” Luby says. “We’ve done a nice job of appealing to different moms as far as the value equation goes, but also to different girls.” Mattel’s Little Mommy line also features a wide range of price points. For $69.99, girls can teach the Little Mommy Walk & Giggle doll how to walk, but at $26.99, the Scoot So Cute doll also features giggling and motion—the doll crawls. “We are committed to delivering a range of items from basic baby dolls to those with advanced play features, all at different price points, so that we can continually excite our consumers and make doll play accessible to all,” says Chris Volk, public relations director, Mattel. It all depends on what the girl wants and what mom can afford. It’s important to offer items that appeal to moms because they are generally the ones doing the buying. Laura Rangel, CEO/president of KidsGive, LLC, discovered this after gathering feedback from consumers about the company’s Karito Kids line of dolls. “The feedback was for creating a line of entry price point product,” she says. “The economy is taking an effect on our large dolls because people spending $99.99 is a big chunk [of money].” In response, the company introduced a line of 16-inch soft Travel Charmers dolls that come in at under $20. Each doll includes a storybook and collectible charm, giving consumers even more for their money. Hannah Montana fans receive a little more for their $21.99 when they purchase Jakks Pacific’s Hannah Montana Remix in Concert dolls. Each singing doll includes a bracelet or guitar pick necklace for girls to wear, so that they can pretend to be just like Hannah. “There is less emphasis on higher price points and expensive playsets and more on affordable dolls and accessories,” says Tom Delaney, senior vice-president of marketing, Jakks Pacific. He also notes that most of Jakks’ dolls are in the $19.99–$24.99 range. However, producing lower-priced dolls isn’t the only way to save Hasbro’s Baby Alive Whoopsie Doo
consumers money. Tolly Wizenberg, CEO of Tollytots Limited, a division of Jakks Pacific that specializes in baby doll roleplay products, says that doll accessories are becoming the bread and butter in the doll industry. Especially in these hard economic times, accessories can be a new way for girls to play with dolls they already own. “Statistics show that the doll business has been shrinking over the years, but the accessory category has been increasing steadily,” Wizenberg says. Whereas 15 years ago accessories were almost an afterthought, the range of accessories today are high-quality products that have been designed specifically to enhance the play experience for girls. Tollytots’ accessories feature the Fisher-Price and Graco brands and include everything girls need to take care of their baby doll. “We have spent the past [several] years developing our doll accessory business from an item business to a full program category,” Wizenberg says.
Taking Doll Play to the Web
Another way to add play value to dolls is by taking them online. As much as girls want the hands-on fashion and hair play, their lives increasingly revolve around the computer. Targeted more toward older girls and their fashion dolls, online connections offer a new mode of interaction between girl and doll. “It is important to add technology and online play to dolls geared toward the tween age group because they are more connected than ever,” says Mattel’s Sirard. “Computer and an online play experience has become a huge part of a tween’s life. At the same time, the
MGA Retains Bratz Through 2009 In December, on the heels of a $100 million jury verdict in Mattel’s favor, judge Stephen Larson granted Mattel’s motion for permanent injunction, barring MGA from manufacturing, distributing, or selling Bratz fashion dolls, or using the “Bratz” name for any goods or services. However, in January, Larson ruled that MGA would still be able to manufacture and sell Bratz products through the end of this year. MGA’s CEO Isaac Larian said that the company will produce new Bratz products, although he was unable to go into detail at press time. “As always, MGA has been devoted to creating innovative products that engage children in active and imaginative play,” he says. “We continue to focus on the importance of inspiring children with all of our products.” way they play with dolls changes from the nurturing play of preschoolers.” Mattel will go high-tech this year with its Dora Links doll. The doll plugs directly into the computer for a unique online experience at DoraLinks.com. When girls customize the doll online, what they see happening on the screen also takes place on the physical doll. Even when the doll is away from the computer, it alerts girls to new things that are happening on the website. A wide range of accessories work with the doll to expand traditional offline fashion doll play and enhance the online experience. Other dolls might not be as technologically advanced as Dora Links, but their web component does offer educational value, or,
in the case of the Karito Kids website, a charitable component. Through a series of games (dress-up, decorate a room), girls earn World Change, a form of online currency, that they donate to one of four charitable categories— food, home, school, and health. “Parents are still willing to buy that product that has incremental value, whether that be play value or high quality,” KidsGive’s Rangel says. Despite the economy, high-quality dolls won’t be hard for consumers to find, especially at parent-friendly prices. Doll manufacturers understand the importance of providing girls with a chance to be little mommies or trendy fashionistas, and will continue looking for ways to offer these opportunities at the right price.
MAY 2009 TOYS & FAMILY ENTERTAINMENT 19
Dolls
BY LAURIE
HAHN
While the fashions of fashion dolls may change, the play pattern of both fashion and baby dolls stays the same. Here’s a look at some of the latest baby dolls that use technology to give young girls a real mommy experience and fashion dolls that give girls an outlet for creative expression.
Mattel
Mattel’s Dora Links doll, based on the look of the new Dora’s Explorer Girls (shown), plugs into a computer and lets girls access Dora’s new interactive online world, DoraLinks.com. As girls play online, they can customize their doll and watch as it transforms right before their eyes. For example, by changing Dora’s hair length, jewelry, and eye color online, the doll changes as well. As girls explore and solve mysteries online, the doll’s speech will change to correspond with their play. Dora Links’ alert system tells girls when new mysteries are being added to DoraLinks.com, even when the doll is away from the computer. A wide range of accessories are sold separately. Dora Links requires three AAA batteries, which are included. The doll is for ages 5 and up.
Madame alexander
The latest doll in Madame Alexander’s Fancy Nancy lineup is Fancy Nancy’s AfricanAmerican friend Bree. Bree comes dressed in purple. Her shaggy black yarn bob is decorated with festive yellow, pink, red, and blue felt hearts, bows, and butterflies.
20 TOYS & FAMILY ENTERTAINMENT MAY 2009
Adorable Originals
The Adorable Girl dolls are inspired by the desire to bring back toys that make a difference. The dolls have a mission to teach girls the value of inner beauty. This group of hip, huggable best friends consists of six multi-cultural dolls. Each Adorable Girl doll sports a pearl necklace, which represents the theme of the mission “inside every girl is a pearl.” Girls can visit www.adorablegirldoll.com to name the doll and choose the doll’s personality. The girl receives a matching faux pearl necklace just like the doll.
Kids Preferred
Dressable Madeline comes packaged in a see-through can bag with a white rope handle. The doll wears Madeline’s signature blue school coat with a yellow hat and stands 13.5 inches tall. Other features include Madeline’s lace anklet socks, black striped lapels, and black coat buttons. The doll is for ages 3 and up.
KidsGive
KidsGive’s Karito Kids Travel Charmers are smaller, softer versions of the original Karito Kids World Collection of dolls representing cultures from around the world. The 2009 line of Travel Charmers sends Gia to Greece, Lulu to Egypt, Pita to Argentina, Wan Ling to Russia, Zoe to England, and Piper to Ireland. A storybook and souvenir charm accompany each doll. The rubber souvenir charms are symbolic of each country visited. A Travel Charmers charm bracelet is sold separately. The dolls are for ages 3 and up.
Hasbro
Baby Alive Whoopsie Doo features all the drinking and diapering excitement of the Baby Alive brand. This doll loves to “drink” from the bottle. When it’s all done “eating,” Whoopsie Doo “pees” and “poops” just like a real baby. The doll will cry out and wriggle its arms and legs to let girls know it’s time to change the diaper. Baby Alive Whoopsie Doo comes with a pink rattle and makes realistic happy cooing sounds. The doll requires four AA batteries, which are included. It is for ages 3 and up. Whoopsie Doo is available in Caucasian, African-American, and Hispanic versions, and each is sold separately.
Jakks Pacific
Jakks Pacific’s new Hannah Montana Remix in Concert Dolls play Hannah’s new remix songs. Available in two styles, both dolls feature Hannah’s new ’80s-inspired look, including the character’s signature pink glove. Each Remix doll comes with a bracelet or guitar pick necklace (shown) for girls to wear. The dolls are for ages 6 and up.
The Goldberger Company
The Goldberger Company’s Seedlings are soft dolls that are made without harsh chemicals and use natural fibers for all of their surfaces and clothing. Seedlings boxes are made of recycled material. The Seedlings family of dolls includes Baby Blossoms, which are made from cotton fabrics; Ivy, specially designed with a knot on each end for easy gripping, holding, and teething; and Willow, which comes dressed in a soft cloth diaper with a baby bottle. Baby Blossoms and Ivy are for ages birth and up and Willow is for ages 18 months and up.
MAY 2009 TOYS & FAMILY ENTERTAINMENT 21
Doll Accessories
BY LAURIE
HAHN
Dolls wouldn’t be much fun without the accessories to go with them. From baby doll carriers that let girls be “mommies” to playsets that offer new adventures for fashion dolls, these are some of the latest accessories that extend a girl’s doll play experience.
Tollytots Limited
Tollytots Limited, the baby doll accessories division of Jakks Pacific, will launch new baby doll accessories designed under the licensed brands of Fisher-Price and Graco. The Fisher-Price Little Mommy Sweet as Me Deluxe Playset comes with a Fisher-Price Little Mommy Sweet as Me baby doll. The playset includes a deluxe folding stroller with canopy play yard, play gym, diaper bag, changing pad, interchangeable toy bar, and a swing seat that converts into a convenient carrier. It is for ages 3 and up.
Corolle
Corolle’s Baby Care Set comes with everything that little moms on the go need for taking care of their baby dolls, including a brush, toothbrush, toothpaste, sippy cup, small travel kit, and changing blanket. Everything comes packed inside a red-and-pink polka dot nursery bag. It is for ages 3 and up.
Manhattan Toy
Girls can dress their Groovy Girls dolls in Manhattan Toy’s Purplerific Dress. The dress features a polka dotpatterned skirt and lavender rouching on the bodice. A pink rose and yellow sash accent the stylish handbag.
22 TOYS & FAMILY ENTERTAINMENT MAY 2009
Mattel
The Barbie Dream Townhouse is a revamped version of the “Magic Sounds” townhouse from the ’70s. Mattel revamped the three-story townhouse for today’s girl. It includes a pink personal elevator. There are lights and sounds on every level. The townhouse includes multiple rooms, including a dining area and fully stocked kitchen, living room with roaring fireplace and pop-up flat-screen TV, and an ultra-luxurious Barbie signature bathroom. On the third floor is a bedroom suite with canopy bed. The balcony features light-up tiki lights and an outdoor whirlpool tub. Sounds include a doorbell, kitchen timer, crackling fireplace, shower humming, and flushing toilet. It is for ages 3 and up.
Schylling
Schylling’s Dolls World Bath Set (shown) is one of three accessory items in its new Dolls World line of soft, bean-filled dolls. The set includes a tub, duckie, bottle, feeding set, sippy cup, potty, soap, and two lotions. The Dolls World Interactive Bottle makes lifelike slurping sounds when pressure is applied.
Hasbro
Hasbro’s Strawberry Shortcake Berry Cafe Playset is the popular hangout in Berry Bitty City. Shaped like a strawberry with opening doors and windows, the two-story cafe also features Strawberry Shortcake’s bedroom and includes a three-inch scented Strawberry Shortcake mini doll with removable fashions. The playset comes complete with accessories including furniture, pretend food, a spinning smoothie machine, a “flying” bird that Strawberry Shortcake and her friends can ride, and more. Additional mini sets are sold separately. The playset is for ages 4 and up.
MAY 2009 TOYS & FAMILY ENTERTAINMENT 23
Activity: Everyday Play at Affordable Prices CHRIS ADAMS
here are few categories within the toy industry as classic and timeless as arts and crafts activity toys. Part of the category’s long-standing and universal appeal stems from the wide range of subjects and skill sets that the category comprises. There truly is something for every child within the parameters of this category. In addition to activity toys’ wide-ranging appeal, the category also offers as much bang for your buck as any segment of the toy industry. Not only are the products in this category generally at lower price points, but they also offer a lot of play value for the little spent on the items. In a time when consumers are looking to save money across the board, the play value to price ratio, coupled with the feel-good factor of activity toys, makes purchases within this category a win-win situation. “Play value has taken on a deeper meaning in these challenging economic times,” says Mike Perry, president and CEO of Crayola. “For Crayola, value isn’t only about price. It’s also about the developmental value of empowering a child’s imagination, while providing endless everyday play at an affordable price.” Crayola has taken the “affordable price” part of that equation quite seriously. Every item the company introduced at this year’s Toy Fair was $30 or less and most items were under a $10 price point. In addition to its own offerings, Crayola was also part of another cool Toy Fair introduction: Wild Planet’s Crayola-licensed Crayon Town activity sets. These sets, which range in price from $9.99–$28.99, combine coloring, construction, and creative play where children color and create their own three-dimensional town out of paper mats and card stock. Evidently, Crayola is doing a lot of things right in regard to developing and marketing its activity items. Instead of resting on the laurels of its high-profile brand name, the company is being proactive in creating new business. It says, even amid economically trying times, that 2007 and 2008 were the two best years in the company’s history. The company credits two factors for its success: its expertise in color chemistry along with creating more purchase occasions for its products. According to Crayola, the company is looking at solving consumer needs differently than it has done in the past and is developing products with specific consumer benefits like mess-free and BY
T
24 TOYS & FAMILY ENTERTAINMENT MAY 2009
Crayola’s Airbrush Painter
outdoor art products to create more occasions and opportunities for children to be creative. It has long been thought that special occasions were the main purchase occasions for activity products, but with manufacturers like Crayola, among others urging the category elsewhere, consumers are following the lead. “There is a belief that creative activities are the perfect birthday gift, which they are,” says Heather Lambert-Shemo, brand manager, children’s products at Faber-Castell, which owns the Creativity for Kids brand of activity kits. “However, our recent consumer insight demonstrated that the majority of creative activities purchases take place for no special occasion and were completely spontaneous.” As with Crayola, Creativity for Kids uses a branded look and a history of good experiences with its products to stand out from the competition on shelf. The company relies on a good reputation among mothers to propel the brand forward. “If mom is shopping with her child, she usually allows them to choose the kit and then approves the choice or not,” says Lambert-
The Reemergence (Once Again) of Food Activities
Shemo. “The nature of the activity is most important because a child knows whether he or she prefers to paint, make jewelry, or do pretend play. The brand is the second most important factor and we are fortunate to have built a lot of brand loyalty over the years.” While Jakks Pacific may have relied more heavily on the power of licenses to gain traction for its activity products in the past, the company is making serious headway in firmly establishing its proprietary activity brands moving forward. The company had a pair of hits last year with its Girl Gourmet and Spa Factory lines and it has plans to expand upon those successes. “Tapping into the tween market with relevant ontrend product has proven to be a successful strategy,” says Jennifer Caveza, vice-president of girls marketing at Jakks Pacific. “We’ve combined hot trends in food and beauty with fun activity-based toys resulting in several successful girl brands.” In addition to Girl Gourmet and Spa Factory, the company plans to once again tap into the tween demographic that made those two lines successful with its Style Six line of fashion activities. Fashion is a trend that will never, ever go out of style with tween girls. This line is positioned to be a hit for the back-to-school window. With family budgets tightening by the day, these items can help a girl add pizzazz to her
existing wardrobe while offering an everimportant means of self-expression. The economy is certainly playing a part in some of the successes of the activities category. While sales of the category remain as solid as ever, the downturn is merely reinforcing why the category, through ups and downs and shifts in popular subject matter, remains relevant with each new batch of kids. “We have found that providing strong value and offering a range of price points are keys to success,” says Dale Gago, Creativity public relations for Kids’ Custom coordinator for Spin Street Machine Master. “The economic climate has not affected this strategy, yet rather reinforced the importance of it.” Regardless of economic climate, season, or interests, the activity category spans a wide enough range of prices and subjects to remain relevant. The wholesome, creative play value is what keeps it a highly regarded category among parents. Sure, the parentapproval factor sure goes a long way in ensuring the success of brands that inhabit this space, but that is not what keeps children engaged in the items. The level of selfexpression that these items provides is the perfect outlet for kids’ boundless creativity. But on top of that, without bells, whistles, or gimmicks, these items are just plain fun.
It all started in 1963 with the sale of more than 500,000 turquoise ovens from Kenner. The Easy Bake Oven craze launched a category of toys that would sporadically reemerge as one of the hottest in the toy industry: Cra-Z-Art’s Cra-Z-Cookn’ food-based activiDonut Maker ties. While Hasbro has reinvented the oven for generation after generation of girls, with good results, other manufacturers have also seen success in this space. The latest success in this space is Jakks Pacific’s Girl Gourmet line. Tapping into the cupcake craze, Jakks launched this line in 2008 and has plans to expand upon it. New items for 2009 include the Girl Gourmet Cake Bakery and Girl Gourmet Sweets. In addition, Cra-Z-Art has foodbased activities on the way, including the Cra-Z-Cookn’ Super Donut Maker and the Cra-Z-Cookn’ Marshmallow Maker. While the food-based activity segment may experience ebbs and flows, when manufacturers in the space time their offerings with trends and the sales climate, the results can be very sweet.
Jakks Pacific’s Girl Gourmet Cake Bakery
MAY 2009 TOYS & FAMILY ENTERTAINMENT 25
Activity
BY
CHRIS ADAMS
The arts and crafts activity category offers an enormous spectrum of subject matter to present universal appeal. The itemsʼ low price points help foster the categoryʼs long-standing popularity.
Crayola
Crayola Color Explosion 3-D lets kids create 3D worlds and designs that pop off the page. Kids simply color in the drawing to activate the 3-D feature and then put on the included 3D glasses to watch images spring into three dimensions.
Scratch Art
The Wacky Scratch creates the illusion of movement and dimension as kids scratch away the black coating to reveal art patterns. Each kit includes four sheets, a stencil, a wooden stylus, and instructions.
Cadaco
Cadaco is extending its EnviroBLOX line of environmentally friendly activity items. New items include the EnviroBLOX Workshop (shown), EnviroBLOX Kitchen Set, EnviroBLOX Pet Set, and the EnviroBLOX Monster Set. The specialized sets include shaping tools to help manipulate the designs.
26 TOYS & FAMILY ENTERTAINMENT MAY 2009
Hasbro
The Play-Doh Burger Builder is back in an improved version. Interchangeable molds offer everything kids need to create a Play-Doh hamburger, including tomatoes, lettuce, buns, and more. In addition, kids can create pretend potato chips and pickles.
Jakks Pacific
Jakks’ new Style Six line of fashion-based activities includes the Silk Screener. This item allows girls to layer printed graphics onto T-shirts and other items of clothing. It includes two silkscreen devices, paint bottles, blotter, roller, masking board, stencil sheets, supply tray, and garment separator.
Creativity for Kids
Creativity for Kids has expanded its preschool activity line with the Make Your Own Number Book (shown) and the Make Your Own Alphabet Book, as well as the Make Your Own Animal Puppets, Polka Dot Purse, and Finger Prints kits.
Techno Source
The Printies Design Studio includes everything needed to make six complete stuffed Printies using a home PC and an inkjet printer. A design studio can be accessed at MyPrinties.com
Spin Master
Paperoni is a new activity line from Spin Master that uses rolls of paper to make a wide array of creations. To use, pick the colored rolls of paper, peel to reveal the sticky color-coded 2-D or 3-D character templates, match the colors, and create a work of art.
Curiosity Kits
Action Products’ Curiosity Kits introduces the Paper Marbling kit. With this simple print-making technique, kids mix up a secret recipe and blend colors to create note cards, ornaments, bookmarks, gift tags, and more. Each page is a unique creation.
Alex
Alex’s Pinball Painter combines pinball play with painting. Just flick the ball that rolls across the paper, creating an abstract design in the process. This finger-powered painting activity kit comes with the pinball paint tray, three balls, three colors of paint, splash guard, and paper.
Wild Planet
Wild Planet’s Crayola-licensed Crayon Town sets combine coloring, construction, and creative play. The sets put crayons to work as kids color and build 3-D worlds out of paper mats and cardstock. Crayons are combined with other 3-D props—for instance a crayon becomes a giraffe’s neck.
MAY 2009 TOYS & FAMILY ENTERTAINMENT 27
MORE THAN DE´COR he bedroom is an important part of any childhood. In today’s world, the bedroom is rarely just a place to sleep, even for adults, and children are no different. Children play in their bedrooms, keep toys there, and utilize the space for any number of things, such as homework or computer use. The bedroom is often the only part of the house that a child can claim for their own and that makes it an extraspecial part of the house for them. Even if mom and dad favor mahogany and subdued colors, a child’s room is where they can have their Barbie play table or Ben 10 wallpaper. “Like adults, kids want their furniture and décor to reflect their tastes, personal style, and interests,” says Joe Shamie, president of Delta Children’s Products. Children’s room décor is a separate category from standard furniture and décor items and, as a category, has the onerous task of appealing to both a child and an adult’s sense of aesthetics, while being fun for the child and affordable for the parents. Manufacturers have taken many approaches to satisfying this variety of criteria and these approaches have become more important now than ever before, as aesthetic values and trends change and parents change their spending habits.
T
BY
PAUL NARULA
Isaac Larian, CEO of MGA Entertainment. Others make sure that even if the product does not possess any specific toy-like properties, it still encourages play and presents no obstacles to a child’s imagination or play space. Ecotots, for example, makes many of its children’s stools and seats without backs. “The way kids interact with furniture is different from the way we do or what we want to use it for,” says Scott Willy, co-founder and designer at Ecotots. Licenses can go a long way toward helping a child connect with a product, as they bring a child’s favorite entertainment property or character into the room with them. Durability is another important factor that can get overlooked in other décor categories, but is an essential factor when it comes to designing for children. An energetic child could wreak havoc on delicate furniture and turn a fetching piece of décor into a heap of rubble and wasted money.
Growing Up So Fast
Even the most durable of items, however, will have a limited amount of time to spend in a child’s room. Children’s décor has a high turn-over rate, especially among younger children. The age compression issue, which affects almost every aspect of business related to children, has its effects on this category as well. Jungle animals may have kept a 5 year old happy, but the 7 year old thinks they’re Delta’s Barbie Toy Organizer Just For Kids “baby stuff.” In cases with siblings involved, the younger Designing for children can be very different than designing for child may want their room to look like their elder sibling’s. adults. Manufacturers have to take into account that children’s room “They want something aspirational that makes them feel like they’re décor isn’t simply about being a piece of furniture or a decoration. A grown ups,” says PJ Delaye, director of marketing at York Wall child’s room is also a part of a child’s space to play and the furniture Coverings. Licensed room décor can also be very age-oriented and and décor of the room has to reflect that. There has to be an aspect of while it has a strong appeal to a child initially, in just a year or two playfulness to the furniture. “For children, the products have to the room’s occupant may have moved on from what was a strong include some level of novelty,” says Ira Kizner, vice-president of license to the next big thing, or simply outgrown the license’s target sales and marketing at Guidecraft. Sometimes that playfulness is a demographic. While there are exceptions with licenses that can part of the aesthetic, with the use of bold colors or designs. Some appeal well after a certain age (Hello Kitty, for example, from manufacturers give their products toyetic properties for that reason, F.A.B./Starpoint has been popular with young girls and tween girls), such as with the Thomas the Tank Engine bed from MGA’s Little most often licensed product has a limited time in a child’s room. Tikes line. “The bed rails double as tracks for cars and engines, and Though this high rate of product turn-over can be great for the catthere is plenty of built-in storage. It is fun, safe, and practical,” says egory during strong economic times, it’s often tough on the parents
28 TOYS & FAMILY ENTERTAINMENT MAY 2009
who have to make repeated purchases to keep their companies are actually raising the price points on children happy and can be detrimental when certain products (F.A.B./Starpoint’s lighting, for finances aren’t secure. Many manufacturers are example) while also raising the quality of the item making their products more appealing to parents by to position it for the long-term. trying to minimize the impact that a child’s aging While parents may be more careful about their and changing taste will have on a parent trying to spending, that doesn’t necessarily mean they’re not keep up. Some do so by making their products easy spending at all. “No matter what is going on with the to change and affordable. York Wall Coverings has economy, families want their children to be comfortcreated a line of wallpaper that can be stripped able and happy in their environment and this year is from an entire room within minutes, called no exception,” says Dotti Franks, vice-president, Surestrip, citing that the primary reason many parmarketing and communications for Step2. With ents avoid wallpapering a child’s room is the fact spending on expensive entertainment, such as vacathat they’ll need to remove it when the child outtions, cut back or cut out, the state of the home is grows it and starts complaining. Other companies much more important to many parents and keeping deal with this problem by designing products that their children provided for and happy within the will hopefully age well with the child and can serve Wall stickers, like this Ben 10 Wall home is as important as it ever was. This leads to sigmultiple purposes in a room. Room Magic, for Sticker from York Wall Coverings, are nificant purchases of the core products and of more affordable and easy to apply. example, designs products that are modular and can affordable products, as the perceived investment be altered as the child grows. Knobs can be changed out, drawer faces returns a lot of value for the child and parent with the increased can be flipped, and products can be given an entirely new look with amount of time spent in the home. “What we’ve found is that mom is just a few simple changes. “We make products that can be bought for not afraid to spend money on our product,” says Bob Pagano, vicea baby and be modified and used all the way up until their teens,” says president of marketing and product development at Kids Only. Karen Derfer, designer/owner of Room Magic. Even with the economic slowdown and the difficulties facing manufacturers in this market, most of the companies interviewed Buy or Not To Buy report that their product lines are doing just fine. Some companies With recent economic difficulties still on everyone’s minds, par- have even reported significant growth in sales, citing the increased ents are approaching room décor in different ways. A cautious strength of core products, such as tables and chairs or play chests, as housing market, with fewer families able or willing to move into a primary reason for increased sales. Others have noted that having a new living quarters, means there are fewer “new rooms” to deco- wide range of products allowed them to shift their focus to those core rate. Parents are focused on either affordable, noncommittal items products, or to focus on affordable alternatives to accessories and or on items that may require more of an initial investment but will peripheral products. Licensed product has also been doing well, last a long time. Many manufacturers are emphasizing core prod- thanks to the strength of major children’s licenses such as Disney ucts in their room décor lines rather than accessories, as shoppers Princesses, Ben 10, and other popular properties. Overall, manufacare cutting extras out of their budget but seem to be willing to turers are positive about the category’s growth and expect a signifispend more for quality that they know will last a long time. “We’re cant upswing as people begin to feel more secure about spending still finding strong sales in value-type items. There’s definitely a again. “As consumer confidence changes, so does their style,” says business out there, but it’s slowed down a bit more than the norm,” J.B. Schneider, co-founder of P’kolino. And kid’s room décor is one says Steve Russo, president and CEO of F.A.B./Starpoint. Some category that will always be in style.
MAY 2009 TOYS & FAMILY ENTERTAINMENT 29
Children s Room De´cor
BY
PAUL NARULA
Child s room de´cor is far more than simple decoration. The room is where a child plays, learns, and grows, and the right de´cor products help that journey along in many different ways. Boy or girl, Barbie or Ben 10, de´cor can be a huge part of a child s life. Here are some of the latest products from a variety of manufacturers.
Delta
Delta will release two table and chair sets for the boys’ brand Hot Wheels from Mattel. One table will include a built-in crash track with an electronic launch sequencer that reads “Ready, set, go!” The other table (shown) features a storage bin for Hot Wheels cars and toys to keep the room tidy and play easy to begin again. Delta will also be producing new products for a variety of other brands, including Barbie, Dora the Explorer, SpongeBob SquarePants, and multiple Disney brands, such as Handy Manny, Cars, Disney Fairies, and Disney Princess.
F.A.B./Starpoint
F.A.B./Starpoint is releasing a new line of Disney Princess lamps. These lamps are designed to be items that will be a part of a girl’s room for a long time. Each Disney Princess lamp features imagery of the popular licensed characters and comes with a sturdy base that matches the theme of the lamp’s imagery. Characters featured include Snow White, Cinderella, and Aurora.
Kids Only
Kids Only, a division of Jakks Pacific, will be introducing a new concept for children’s décor. Kids Only Puzzle Furniture can serve as either a decorative play structure or a fully functional table and chair set. The Disney Princess Puzzle Furniture set (shown) starts as a tower that features Disney Princess imagery. The Toy Story Puzzle Furniture set is a rocket ship from the film. Both sets separate into four chairs and a table and back again for variable play.
30 TOYS & FAMILY ENTERTAINMENT MAY 2009
Ecotots
The Ecotots Art Time Easel can be assembled and disassembled for easy transport. It is made of formaldehyde-free, FSC-certified real wood and comes with a lifetime guarantee.
Room Magic
Room Magic will expand on its Poodles in Paris bedroom line with new furniture and new room accessories. The Eiffel Tower Lamp features the same poodle imagery as many other items in the line, as well as a line of black puff-ball trim around the shade. Also in the line are window treatments, nightstands, and baby items such as changing tables and changing pad covers.
Guidecraft
As a complement to its Lambs & Ivy line of bedding of the same name, Guidecraft has designed the Papayago line of furniture, which features hand-painted designs and hand-carved details. The set features jungle animals and an espresso finish.
Little Tikes
Little Tikes, a division of MGA, has designed a new twin bed that looks like Lightning McQueen from the movie Cars. The bed is sized for a standard twin mattress with box springs and can be adjusted to two height levels. It is for ages 3 and up.
MAY 2009 TOYS & FAMILY ENTERTAINMENT 31
CHANGING THE WORLD WITH CHATTERCHIX BY LAURIE
obyn Bard wants to change the world and she’s starting with trading cards. Her son was able to find his favorite brand of cards on store shelves, but there was nothing there for her daughter to collect. In addition, Bard felt that there was nothing on the market that taught girls about real life. “I thought there were many products on the market for girls that were pink and fluffy and beautiful and full of fantasy, princesses, and fairy tales,” she says. “But there weren’t very many products on the market that were about reality. You have to get them past being beautiful and the glitter and the pink and the makeup and into reality and what’s normal.” And so in July 2007, the former elementary school teacher started ChatterChix, a trading card collection for girls ages 5–12 that features 50 female characters, one from each state, who don’t cake on the makeup or flaunt belly button rings. Combining the words “chatter,” because girls love to talk, with the funky and contemporary word “chix,” ChatterChix is all about real girls. Bard even based the character of Emily from Florida on her 13-year-old daughter. Each of the 50 characters participates in activities that real girls can relate to, such as playing sports or a musical instrument. Some girls are lactoseintolerant. Others have divorced parents. Many of the characters own pets, unless they are allergic or their parents have told them they aren’t old enough to handle the responsibility. “In the big picture, ChatterChix is more about empow-
R
32 TOYS & FAMILY ENTERTAINMENT MAY 2009
HAHN
ering girls and teaching them that there are many faces of normal,” Bard says. Through these cards, Bard hopes to teach girls the difference between reality and what they see in advertising and media. Creator Robyn Bard based To add an educational component the ChatterChix character of Emily from Florida on her to the fun of collecting and trading own daughter, pictured. the cards, each ChatterChix card features information about the character, as well as on occasion a ChatterChix fan will write in fun facts about the character’s state. Girls learn asking for advice. Even if Bard doesn’t use the state capital, state flower, state nickname, the question on the site, she tries to respond and state bird. When girls purchase the to the writer personally. Her advice: “Just ChatterChix Starter Set, they receive a three- really stick to your values and stick to what’s ring binder with multi-colored flower stickers important and don’t act too quickly.” and a map of the United States. As girls collect Values are very important to Bard, espethe ChatterChix cards, they place a sticker on cially when it comes to her desire to advocate each state they’ve collected. for children. She can often be found talking There’s even more fun online at with girls during after-school programs at the ChatterChix.com, where girls can get to YMCA and with Girls, Inc., an organization know the characters even more through char- that seeks to inspire all girls to be strong, acter-specific blog posts, weekly poll ques- smart, and bold. “I’ve been trying to reach tions, and a section called Weekly Chatter. out to girls,” Bard says. “If I could just go With Weekly Chatter, Bard posts a “problem into schools and give [ChatterChix] away of the week” and asks girls to offer advice. and talk, that’s when I’m happiest.” She reads everything that comes in to make Bard would also be happy if one day bigsure it is appropriate for the site and that girls box stores took a chance on her product like haven’t given any personal information the specialty stores have done. “Stores are before posting the response just as the girls really wary about taking a risk on something wrote them, spelling errors and lingo intact. new,” she says. “They just want to sell what “That’s the most popular part of the website they know sells.” Even though the economy and it really helps girls see that they’re not has made it difficult for Bard’s company to the only ones who have a specific problem,” gain momentum, it hasn’t deterred her natuBard says. Many of the Weekly Chatter prob- ral drive and ChatterChix’s mission to let lems are suggested by Bard’s daughter, but girls know that it’s okay to be real girls.
• Nightlight helps ease fear of the dark • Projects stars on bedroom ceiling • Shell illuminates for soothing nightlight effect • Educational toy also illuminates endangered animals
The Twilight Storybook includes a Twilight Sea Turtle story which teaches children about endangered sea animals, a helpful Star Guide and an adoption certificate.
Endangered Species Collection
Each soothes a different sense to help achieve peaceful sleep.
Visit us at the following shows:
The Gathering, Dallas, Atlanta, and New York Gift
Dozy Dolphin™ On-the-Go Soothing Sounds
Gentle Giraffe™ Soothing Sounds
Polar Cuddle Cub™ Comforting Touch
A portion of the proceeds benefits an international conservation organization.
TST 9x10.875 fullpage.indd 1
Los Angeles, New York, Paris, Rome, Tokyo
www.cloudb.com
4/14/09 11:30:19 AM
The Little Little Little Toy Company
Every Baby Company, creators of eebee’s adventures, partnered with The Little Little Little Toy Company for the sales and distribution of eebee products to specialty toy retailers in the U.S. and Canada. The Little Little Little Toy Company will produce infant/toddler products that focus on the importance of turning everyday play into real-world interactive learning experiences. Items in the line include Shape Fits eebee, which is a stacking toy and interactive adventure with shapes, colors, and sizes to stack, fit, share, compare, and wear.
CitiBlocs
CitiBlocs is the next generation of wooden construction pieces. Kids can make a castle and kingdom, then knock it down to build a scary creature or a big wooden blob. Kids need only imagination to create their own fun. The precision-cut blocks of wood are “green,” crafted from New Zealand pine. There are seven sets to choose from ranging in size from 52 pieces to 1,000 pieces. All sets come with a colorful building design guide. CitiBlocs are for ages 3 and up.
34 TOYS & FAMILY ENTERTAINMENT MAY 2009
Pressman Toy
Pressman Toy Corporation introduces new extensions to its Rummikub line of games—a Large Numbers Edition and a preschool version called Rummikub Kids Edition. The Original Rummikub Large Numbers Edition features bright, over-sized numbers, making it easier for players to see the tiles that have been played. The orange tiles have been substituted with green, offering players a clearer color distinction. Players must create runs and groups of numbers with their tiles and try to be the first player to lay down all their tiles to win each round. The game is for two to four players ages 8 and up. Pressman Toy designed Rummikub Kids Edition (shown) with shapes that help children self-correct their moves. The game helps children develop number and color recognition skills, teaches players how to build sets of consecutive numbers, and also fosters logical reasoning as they learn the basics of Rummikub. There are three levels of game play. Rummikub Kids Edition is for two to four players ages 4 and up. Both will be available at specialty retailers nationwide.
Grabkin Creatives LLC
Successful Kids, Inc.
The board game Blunders teaches children ages 5–10 about social and dining etiquette in an interactive and educational way. Players try to help Bobby, Brenda, Billy, and Becky Blunder improve their manners. The game includes nine reward tokens, nine table setting cards, four pawns of the Blunder children, and 300 questions in three card decks—Dine with the Blunders, Play with the Blunders, and At Home with the Blunders. There are six types of interactive, funny, and challenging questions that include charades, multiple choice, true/false, scenario, reward, and consequence. The hand-illustrated game board features seek-and-find objects and the Meet the Blunder story booklet introduces the characters. The game is for two to eight players.
Jason Dobkin and Erika Gragg co-created the new children’s book Snobbles the Great: A Snooze Patch Story (www.snobbles.com). Snobbles is a fruit-eating snake that is ridiculed by the other snakes in the Snooze Patch where they live. Unlike many children’s books, the story was inspired by the artwork, not the other way around. Dobkin made clay animals and Gragg placed them in plants and other settings and photographed them. The authors wanted to create a fantastical world for kids combining drawings and a story with painting, sculpture, photography, stage design, lighting, and cinematography. The book can be found online at Amazon and Barnes & Noble, as well as at independent bookstores.
Art House LLC
The Art House Volume 1: Basic Shapes and Animals DVD makes teaching children to draw easy and fun. Art House’s interactive formula teaches artistic skills to children. Kids join Teacher Emily (a real-life preschool and art teacher) as she leads the Art House gang in drawing a series of animals. Kids will enjoy fun songs, music videos, and animation throughout the video.
MAY 2009 TOYS & FAMILY ENTERTAINMENT 35
YOU’RE HIRED
DISCOVERY COMMUNICATIONS
KELLY DAY, COO, DIGITAL MEDIA AND COMMERCE
Discovery Communications promoted Kelly Day to COO of the company’s digital media and commerce division. In her new role, Day will oversee all operations for the recently combined digital media and commerce division, including the company’s U.S. websites; interactive technology; digital operations and programming; and licensing and home entertainment. Most recently, Day served as COO of Discovery’s commerce division.
SPIN MASTER ENTERTAINMENT
JENNIFER PICHERACK, EXECUTIVE PRODUCER
Spin Master Entertainment, the new entertainment division of Spin Master Ltd., appointed Jennifer Picherack to the role of executive producer. She will work with executive producer Matt Wexler to develop and produce original content for the division. The pair is charged with the company’s television and feature film development, production, and acquisition activities. Most recently Picherack was the vice-president, distribution and sales operations at Cookie Jar Entertainment, Inc., as well as producer on the series Johnny Test, and creative executive on Chop Socky Chooks, Naturally Sadie, and Radio Free Roscoe.
CHORION
PAULA ROSENTHAL, SENIOR VICE-PRESIDENT, CREATIVE
Chorion hired Paula Rosenthal as senior vice-president, creative. She will be responsible for managing a production slate and creating new content. Rosenthal comes to Chorion with more than 20 years of experience in television and web development, production, programming, and planning. Most recently she worked with ABC Cable Networks Group supervising the development and production of preschool programming for Disney Channel. As vice-president of Playhouse Disney, she was responsible for programming and production strategies, creative development, and the day-to-day execution of entertainment and learning-based properties.
36 TOYS & FAMILY ENTERTAINMENT MAY 2009
THE CHICAGO TOY AND GAME FAIR
RICHARD GILL, ADVISORY BOARD MEMBER
The Chicago Toy and Game Fair announced that Richard Gill has agreed to be a member of its advisory board. Gill is an Emmy-nominated executive producer of syndicated television and interactive gaming platforms. Before his success with Pictionary, he helped build Trivial Pursuit into an international brand. Since the sale of Pictionary to Mattel in 2001, Gill continues to work in the toy industry as a board member, game developer, and advisor to several companies, in addition to having founded several non-toy businesses.
BRANDISSIMO!
BABB AND FISHER, PROMOTIONS
Brandissimo! promoted two key executives to better manage the company’s continued growth in its online games and virtual worlds business. Executive vice-president and general manager Andy Babb was named president. Vicepresident Josh Fisher was promoted to executive producer and senior vice-president of content. Babb joined Brandissimo! in July 2007. Under his leadership, Brandissimo! produced the online MMOG NFLRUSH Zone for the National Football League. Previously, Babb held senior management, business development, and marketing positions at video game publishers including Take-Two Interactive (2K Games), SegaSoft, TDK Mediactive, and In-Fusio. Fisher is an Emmy Award-winning executive who created and co-founded Urbaniacs.com, an online social community and gaming site in the form of a comic book world come to life. Fisher has 12 years experience creating and producing content for young audiences, tweens, and teens. He developed and produced animation, live action, and Web development for ABC Family Channel, Fox Kids, Disney, Discovery Kids, Cartoon Network, and several major broadcasters around the world.
BRINGING JOY, COMFORT AND LEARNING TO CHILDREN IN NEED THROUGH PLAY
Play Makes A Difference The Toy Industry Foundation represents the collective philanthropic commitment of the North American Toy Industry to the welfare of children.
This is your foundation.
Together we are working to make play possible for all through: Groundbreaking programs like Play HealsTM and the My Stuff Bags signature partnership The Toy BankTM— distributing 6 million toys to children in need around the world Public education initiatives that teach the value of safe and developmentally appropriate play
Help us make a difference! To learn more about how you can help, visit www.toyindustryfoundation.org or call 646.454.5581.
EVENTS OF
CALENDAR
INDUSTRY-RELATED TRADE SHOWS JUNE 2–4
E3
e3expo.com
Los Angeles Convention Center
Los Angeles
14–17
ASTRA Marketplace
astratoy.org
St. Paul Rivercentre
St. Paul, MN
17–20
California Gift Show
23–26
Comic-Con
2–4
24–28
Licensing International Expo
Las Vegas
Columbus, OH
californiagiftshow.com
Los Angeles Convention Center
Los Angeles
comic-con.org
San Diego Convention Center
San Diego
mplsgiftmart.com
Minneapolis Mart
Minnetonka, MN
ABC Kids Expo
theabcshow.com
Las Vegas Convention Center
Las Vegas
6–9
Fall Toy Preview
toyassociation.org
Dallas Market Center
Dallas
31–11/3
Ocean City Resort Gift Expo
urban-expo.com
Ocean City Convention Center
Ocean City, MD
23–25
AUGUST 7–11
8–11
OASIS Gift Show
Minneapolis Mart Gift & Accessory Show
San Francisco International Gift Fair
SEPTEMBER 13–16
OCTOBER 22–25
iHobby Expo
originsgames.com
Mandalay Bay Convention Center Greater Columbus Convention Center
JULY
Origins Game Fair
licensingexpo.com
oasis.org
sfigf.com
ihobbyexpo.com
University of Phoenix Stadium
Moscone Center
Donald E. Stephens Convention Center
Glendale, AZ
San Francisco
Rosemont, IL
TOY FAIR 2010 SUNDAY–WEDNESDAY, FEBRUARY 14–17; JACOB JAVITS CONVENTION CENTER, NEW YORK CITY
38 TOYS & FAMILY ENTERTAINMENT MAY 2009
Unleash the adventure! Imaginext® Dragon World Fortress™ In every little boy’s imagination, there are dragons to battle, fortresses to defend, and adventures to be had. In the world of Imaginext, boys can have it all in the Dragon World Fortress. There’s adventure at every turn, with
Fisher-Price, Inc., a subsidiary of Mattel, Inc. East Aurora, NY 14052 U.S.A. ©2009 Mattel, Inc. All Rights Reserved. ® and ™ designate US trademarks of Mattel, Inc.
LZR45384
a cannon that fires, secret stairs that pop
LZR45384_P3787_TFE_May_Ad.indd 1
out, gates that open, a hidden dragon and other dragons that really move (off your shelves as well)!
www.fisher-price.com
4/7/09 5:54:21 PM