TRENDS • TOYS
Mom Bloggers Drive Sales A New Look for Fisher-Price
LICENSING
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ABC Kids Expo 2014
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Supplement, September 2014
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& MORE
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September 2014
ABC KIDS EXPO SUPPLEMENT
features 12
Who Is “Today’s Mom?” Stats Reveal the Answer
14
Fisher-Price Elevates Look, Functionality for Today’s Millennial Moms
by Nancy Lombardi
by Jennifer Lynch
16
Mom Bloggers Drive Sales
18
Baby Trends Seek to Meet the Needs of Millennial Moms
24
ABC Kids Expo: Product Presentation
by Maria Colaco
by Jennifer Lynch
by Nancy Lombardi
departments 6 8 10
Observations & Opinions
What’s Trending in the Baby Market
Industry Forum: ABC Kids Expo
on this page
From the left: Haba’s Lassig Green Label Neckline Bag; Mamas & Papas Armadillo Flip; Chicco’s Bravo Trio System; FisherPrice’s Comfort Curve Bouncer; Oopsy Daisy Fine Art featuring The World of Eric Carle
on the cover
onBoard 35 Air+ Infant Car Seat by Safety 1st cover designed by Jennifer Lynch
OBSERVATIONS & OPINIONS
WWW.ANBMEDIA.COM
aNb Media Enters the Baby Market BY
BOB GLASER
he team at aNb Media has collectively spent eons in the toy industry and we are now branching into the baby market in two ways. The first way is through this trade magazine supplement dedicated to the ABC Kids Expo and the second way is with our consumer review website, TTPM. On August 1, we launched TTPM Baby covering car seats, strollers, diaper bags, feeding, and anything else that is necessary for life with an infant. This is a segment of the business where we see continued growth. The past few years have been tough in the toy industry but that doesn’t seem to be the case for the baby market. There seems to be a number of reasons for this. While birth rates are declining around most of the world, when a baby is on the way, families tend to go a bit overboard with the purchases. The fewer babies there are in a family, the more the family tends to spend. The Centers for Disease Control and Prevention reports that the age of first-time moms in the U.S. is about 26. Anecdotally, for those of us in the New York City area, age 36 seems more accurate. These older city moms have a lot of disposable income as evidenced by the volume of $1,000 Bugaboo strollers on the streets of Manhattan. These women want the best of everything and are seemingly oblivious to cost, which bodes very well for the industry. Yet we know that the microcosm that is Manhattan is in no way representative of the majority of the U.S. Across the U.S., these 26-year-old moms may seem young by today’s standards but they are certainly older than in generations past. These women fall into the millennial generation, which is the current hot demographic group. Most of this ABC Kids Expo supplement is dedicated to exploring their habits. This generation of women is used to top-notch design choices, customization, and technology integrated into every aspect of their lives. Manufacturers have been forced to sit up and take notice. These women are spending generously on the must-haves and that is what is making the baby category so popular for growth. Car seats, strollers, cribs, and other such items are necessities. These necessities have more features, higher safety standards, and sleeker designs making them big-ticket items. In this supplement, we profile today’s mom, look at trends across various categories, explore the impact of mom bloggers, and offer a first look at the transformation of the baby gear line at Fisher-Price. Of course, there is an extensive product presentation showcasing what will be on display at this year’s ABC Kids Expo. We look forward to seeing you at the show. Safe travels.
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September 2014 • ABC Kids Expo Supplement PUBLISHER BOB GLASER BOB@TTPM.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@TTPM.COM ADVERTISING DIRECTOR DONNA MOORE DONNA@TTPM.COM CONTROLLER MARY GROGAN MARY@TTPM.COM EDITOR IN CHIEF JIM SILVER JIM@TTPM.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@TTPM.COM EDITOR
AT LARGE CHRISTOPHER BYRNE CHRISB@TTPM.COM
SENIOR EDITOR LAURIE LEAHEY LAURIE@TTPM.COM ASSISTANT EDITOR JENNIFER LYNCH JENNIFER@TTPM.COM WEB MASTER ERIK KIECKHAFER ERIK@TTPM.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@TTPM.COM CONTRIBUTOR MARIA COLACO MARIACOLACO1@GMAIL.COM PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM ANB MEDIA, INC. 229 WEST 28TH STREET, SUITE 401, NEW YORK, N.Y. 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 TOYS & FAMILY ENTERTAINMENT is published four times per year plus a supplement for ABC Kids Expo by aNb Media. Copyright 2014 aNb Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM are registered trademarks of aNb Media. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of management.
Educational sessions hosted by
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TRENDING
Trending: What Consumers Are Searching For This trending list is taken from aNb Media’s consumer website, TTPM. On August 1, TTPM launched a new section of the site called TTPM Baby. This Trending Review is a list of the most popular items on TTPM Baby, as determined by consumers. It’s generated by the number of page views for that item in the previous 30 days, updated every 24 hours. Here is the list, in trending order, on August 12, 2014.
Sit-Me-Up Floor Seat Armadillo Stroller
BATMAN DELUXE COMBINATION TODDLER/BOOSTER CAR SEAT Kids Embrace
LAUGH & LEARN SMART STAGES CHAIR
Laugh & Learn Smart Stages Chair
GROW-WITH-ME MOBILE Fisher-Price
Fisher-Price
MY LITTLE SNUGABUNNY CRADLE ’N SWING
Fisher-Price
PUSH ’N CHASE TURTLE
Mamas & Papas
PLAYSKOOL POPPIN’ PARK RUMBLIN’ ANIMALS
BRILLIANT BASICS CORN POPPER ARMADILLO STROLLER PLAYSKOOL SESAME STREET TAKE-ALONG BAND SET Hasbro
SIT-ME-UP FLOOR SEAT Fisher-Price
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Fisher-Price TOMY
Hasbro
PLAYSKOOL STACK ’N SPIN MONKEY GEARS Hasbro
READY STEADY MUSICAL GIRAFFE TOMY
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INDUSTRY FORUM
ABC KIDS EXPO ANNOUNCES MADE IN THE U.S.A. SHOWCASE he board of directors and staff of All Baby & Child, Corp., the producers of the All Baby & Child Spring Educational Conference and Trade Show and the ABC Kids Expo, have announced the newest feature to launch at this year’s ABC Kids Expo. The Made in the U.S.A. Showcase premiering at the 2014 ABC Kids Expo in Las Vegas September 7–10, 2014, will be located in the pre-function space of the lower level exhibit hall. Consumer requests for products made here in the United States coupled with a renewed sense of American Pride across the country solidified the concept behind the showcase and steps were taken to develop the criteria for product submission. The concept for this new showcase has been in development for several years. Strategic decisions were made to launch the North American Pavilions at both Nursery Fair in the UK and Children’s Baby Maternity Expo in China, while plans were in the works for this new showcase. “There is a growing demand for U.S. made products and standards internationally as demonstrated by the success of our North American Pavilions launched abroad in 2013,” says Larry Schur, president of All Baby & Child Corp. “Domestic demand for ‘home grown’ products has been increasing as well. This showcase will make it easy for both U.S. retailers and international buyers to find the best and newest products made here in the United States.” Much like the New Product Showcase, all media atten-
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10 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014
BY THE
ABC KIDS EXPO TEAM
dees and independent specialty retailers are invited to a special reception that will be held in the Made in the U.S.A. Showcase in conjunction with the ABC Invention Connection. It will be held Sunday, September 7, the opening day of the trade show from 8–9:30A.M. That’s right, the reception will be on the opening morning of the 2014 ABC Kids Expo. Attendees will want to register and obtain their show credentials before the morning of Sunday, September 7, 2014, to ensure they have time to enjoy coffee and pastries while browsing the displays located in both showcases as well as meeting the inventors in the ABC Invention Connection. The Made in the U.S.A. Showcase will also be open to attendees during regular show hours. Products will be featured in a full spectrum of displays from large to small and all sizes in between. For participating businesses this will be an opportunity to obtain special press and publicity for your Made in the U.S.A. products in a highly visible and secure showroom location adjacent to the trade show floor. The ABC Kids Expo offers a variety of display options available in the showcase including platforms/risers, peg displays, mannequins, or in lighted display cases. Every product will be featured in the Made in the U.S.A. Presentation Booklet available at the showcase. To find out more about the pavilion, the criteria for having products included in the showcase, and to see a list of participating manufacturers visit theabcshow.com/usa.asp or contact Amanda at (210) 691–4848 ext. 113.
Who Is “Today’s Mom?” These Stats Reveal the Answer
arketers everywhere constantly use the phrase, “today’s mom.” But who is this woman? The statistics presented below, which pertain to the U.S. only, show that “today’s mom” is older, more educated, and more often than not, married when she gives birth. While birth rates are declining in the U.S., birth rates are rising among older women. These women have a lot more disposable income and they take the time to research the best items for their family. That is good news for short-term consumer spending. The bad news is there is less time left on the biological clock for many additional siblings. Overall, lower birth rates are not a good sign for society as whole. Every society needs youth to move it forward. This societal shift is not unique to the U.S. but it’s happening across most of the Western world. The one noticeable exception is Asia. India and countries across the Middle East have very young populations. China abolished its one-child policy and the media is reporting that baby-related businesses are expected to boom. Statistics show that the average age that a woman in the U.S. gives birth is now 25.8. That puts her smack in the middle of the millennial generation. That generation is the focus of today’s manufacturers across all industries and much of the focus of this ABC Kids Expo supplement. Here are some statistics that craft a profile of “today’s mom.”
M
2012 U.S. BABY STATISTICS
NUMBER OF BIRTHS IN THE U.S. IN 2012: 3,952,841 BIRTH RATE: 12.6 per 1,000 population FERTILITY RATE: 63 births per 1,000 women ages 15–44 years MEAN AGE AT FIRST BIRTH: 25.8 PERCENT UNMARRIED: 40.7 Source: The Centers for Disease Control and Prevention 2012
MARRIED AND EDUCATED
In 2011, more than 6 in 10 (66 percent) of mothers with infants had at least some college education, while 34 percent had a high school diploma or less. In contrast, in 1960, almost half (49 percent) of women ages 15–44 had less than a high school diploma, some 34 percent earned a high school diploma, and 17 percent had some college experience. Today’s woman with a bachelor’s degree is more likely to be married when she gives birth than a less educated woman. Just 9 percent of women
12 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014
BY
NANCY LOMBARDI
with a bachelor’s degree are unmarried when they give birth. Meanwhile 42 percent of women with some college are unmarried when they give birth. Just over half (53 percent) of women with a high school diploma and 61 percent of women lacking a high school diploma are unmarried when they give birth. Less educated women still have more children over their lifetime than educated women. Women without a high school diploma have on average 2.5 children and women with a bachelor’s degree have an average of 1.7 children. Source: Pew Research Center’s analysis of U.S. Census Bureau Data as of May 2013
AGE OF FIRST-TIME MOMS BY RACE
The average age of first births increased for all racial and ethnic groups between 1990–2006. In 2006, Asian and Pacific Islander women had their first child at an average age of 28.5. American Indian and Alaska Native women were, on average, 21.9 years old. Non-Hispanic white women were 26 on average, non-Hispanic black women were 22.7 and Hispanic women were 23.1 on average. Source: U.S. Department of Health and Human Services/Centers for Disease Control and Prevention, August 2009 Data Brief
During the Great Recession, minority groups overall and those who were less educated, regardless of race, put child-bearing on hold. The reason is these demographic groups were hit much harder in the recession. This didn’t hold true for older, more educated women, most of whom are white or Asian. They were less likely to be affected by the Great Recession. Older moms (35-plus) also don’t have the biological luxury of waiting until the economy gets better.
STAY-AT-HOME MOM OR IN THE WORK FORCE?
Pew Research shows that there is a slight uptick in the number of stayat-home moms after decades of decline. The research shows that in 2012 29 percent of moms were defined as full-time stay-at-home mothers. That is up from a modern-day low of 23 percent in 1999. Their reasons for staying home vary. For some it’s a choice to stay home and take care of their families, but others are home because they are unable to find work, are disabled, or are enrolled in school. The largest share of the group is what is defined as the “traditional stayat-home mom” who is a married woman with a working husband. These
women made up two-thirds of the nation’s 10.4 million stay-at-home mothers in 2012. The share of moms staying at home with their children rose from 2000–2004 but stopped in 2005 as economic uncertainty started to unfold prior to the Great Recession. Research shows it resumed from 2010–2012 as the share of stay-at-home moms hit 29 percent. That is three percentage points higher than in 2008 when it was 26 percent. A growing share of these women are home because they say they cannot find a job. In addition, less educated workers have to weigh the cost of child care with what they would be earning in income. In many cases it becomes
more cost-effective to stay home. Regardless of martial status, mothers at home are younger and less educated than their working counterparts. In addition, stay-at-home moms are less likely than working moms to be white and more likely to be immigrants. A third of stay-athome moms (34 percent) are living in poverty compared with 12 percent of working moms. These numbers stand in stark contrast to the stereotype of the stay-at-home mom as an affluent woman. While they do exist, they are a very small percentage of the population. In 2012, nearly 370,000 married, stay-at-home moms with an employed husband and a family income exceed-
ing $75,000 had at least a master’s degree. Women with a median family income of $132,000 are somewhat older than the average mom, falling into the 35–44 year-old range and caring for a child under the age of 5. They are nearly all white (69 percent) while 19 percent are Asian. Just 7 percent are Hispanic and 3 percent are black. Source: Pew Research Center’s Social and Demographic Trends Report, April 8, 2014 These snapshots illustrate that there is no one way to categorize “today’s mom.” It’s something that marketers need to keep in mind when crafting campaigns.
SEPTEMBER 2014 TOYS & FAMILY ENTERTAINMENT 13
Fisher-Price Elevates Look, Functionality for Today’s Millennial Moms J L BY ENNIFER YNCH
lame the late Steve Jobs of Apple, but growing up in an era flush with great design and great functionality has given today’s millennial moms much higher expectations for their products. No longer a secondary consideration, a product’s design is now a point of entry for this consumer, and items for their baby are no exception. “Everyone has to be playing on that field of great design, and part of that comes from the exposure over the years to companies such as Apple, Samsung, and so forth,” says Mark Zeller, senior vice-president of global brands creative at Fisher-Price. “Millennials are inundated with great design so it’s really become an expectation.” And it’s one expectation FisherPrice is working harder than ever to meet. This fall, the company will begin rolling out a redesign of its baby gear that has been heavily influenced by today’s millennial moms and modern design. “We’re starting with baby gear because it’s the entry point from Fisher-Price and all its baby products,” says Zeller. “We realize mom is trending toward a more modern aesthetic to fit her home and her life, so we’re ensuring that our new products can naturally coexist in that modern environment.” But achieving the new look has been no easy process. Throughout the redesign, both in-house and out-of-house design teams looked globally for inspiration, drawing influences from fashion to electronics to materials. “We have a lot of trained industrial designers who have spent years studying everything from transportation design to furniture design to consumer electronics, so we’ve tapped into that knowledge while
B
Comfort Curve Bouncer
also looking on the outside,” says Zeller. Working with outside design companies has also helped Fisher-Price gain more insight into trends and aesthetic as well. “I think when it trends toward décor you’ll find a subtler and more unique palette, maybe one inspired by the specialty market,” Zeller says. “So, part of our goal has been how to incorporate that into functional design for everyone, while tying that to our tried-and-true aesthetics for baby—white plus bright.” One example of this is the Comfort Curve Bouncer, which will feature a new curved white platform accented with subtler color palettes and designs. Take one look at revamped items such as this one shown here, and it’s also evident that today’s electronics have had some influence, from design to application. “Apple and Samsung are certainly a benchmark in terms of consumer electronics, so we’re always influenced by those things, especially in products where we’re infusing technology into the items,” says Zeller. Fisher-Price was unable to reveal the technology it plans to utilize as of
14 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014
press time, but Bluetooth is one thing that can be expected in its 4-in-1 Smart Connect Cradle ‘n Swing, which will be controlled from the convenience of a parent’s smartphone or tablet. “We know that parents are on their tablets,” says Zeller. “So, to create a product that puts a product’s power and control in the hands of the parents—on a device they already use—is just one way we’re connecting to this connected generation of moms.” And from a marketing standpoint, the company is also taking a digital approach. This year’s Thought of That campaign has proven to be increasingly focused on the millennial mom. Whereas past television advertising has traditionally focused on product features, the new digital ad spots focus more on fun, reallife parenting moments that incorporate Fisher-Price products, which consumers can then click through to get more product information or, in some cases, purchase the product. Having seen successful results from these types of efforts, mobile and digital promotional outreach is likely to continue and coincide with the redesign. With baby gear and infant products providing critical stepping stones for mom and baby into the Mattel portfolio, Fisher-Price also hopes its redesign efforts will help the company to further stand out from the crowd at retail and increase the likelihood of consumer loyalty throughout early childhood. “The new design and the new range of products have kind of made people at Fisher-Price step back and feel a bit uncomfortable,” says Zeller. “But that’s a wonderful thing; if you’re uncomfortable it means you’re trying something new and different, and that’s exciting.”
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Mom Bloggers Drive Sales BY
MARIA COLACO,
THENEWYORKMOM.COM AND
TTPM
CONTRIBUTOR
oms are the gatekeepers of household
have,” says Jessica Buritica, a mom of two from
lisher of Momfluential.net. “Several brands already
approach the world in a very different way than
opinion from a fellow mom who is going to scruti-
process.” Companies such as Hashtracking provide
M
spending. These women, who are now
classified as millennials ages 24–32,
prior generations. They are well-educated (regardless of whether they are in the workforce or
choose to be stay-at-home moms), tech savvy, and
Long Island, N.Y. “You can read the manufacturer’s
description, but in the end a mom wants an unbiased nize a product very carefully.”
But the big question is, do mom bloggers drive
don’t listen to the traditional forms of advertising
TRANSLATING “LIKES”
experts in all aspects of social media, blogging, and
pers to retail. But the answer is, yes, mom bloggers
INTO
BUYS
that worked for generations past.
sales? Many in the industry have been skeptical
the internet. However, most executives don’t have
drive sales. Of course, those interviewed both on and
To reach these women, companies need to be
time for a crash course on today’s younger generation or the inner workings of the web, so the best thing to do to reach the millennial mom is to partner with a mom blogger. In today’s world, the only woman
more influential than a mom is a mom blogger. These bloggers have direct access to millennial moms and influence their purchasing decisions.
Yet, navigating the world of bloggers can be a
daunting task, even for a seasoned marketing team.
Let’s face it—there are a lot of bloggers out there.
While a partnership can be a fruitful relationship for
about whether the reviews and blog posts drive shop-
off the record, would not reveal specific sales figures
because that is proprietary information between the blogger and their client. But the value for a brand lies
in fostering a relationship with the blogger. The exposure a brand gets from mom bloggers is non-
intrusive and organic. Done right, it’s the way a consumer would learn about a product from a neighbor
or friend. This seemingly casual marketing is effective and translates into sales.
Tracking just how social media translates into
both blogger and brand, it’s important that both sides
MEASURING
unbiased voice. They can drive sales by using a prod-
name a few options.
define a clear plan, tasks, and expectations so the
content provided by these moms comes across as an
uct and sharing their thoughts with an audience.
For example, for the first-time parent, the world
of baby gear is overwhelming. As these millennial
moms research gear on the internet, they turn to mom bloggers—the more experienced parent—who
can offer real-life advice. When testing strollers,
highchairs, and car seats—the “big three” in essential baby gear—safety, ease of use, quality, price, and aesthetic are what most people are researching.
“Going to a mom’s blog for information is so
much more valuable, because nine times out of 10 the mom is going to address the same concerns you
THE
COLLABORATION
sales can be done in many ways. There are affiliate links, Twitter hashtags, and Rafflecopter—just to
Affiliate links are a performance-based marketing
strategy. That rewards the affiliate for every visitor
tracked via that link. However, this is not always
accurate. A blog’s visitor might not click on the affil-
iate link when visiting the site, or they may choose to
purchase the item elsewhere based on information
they received from the initial affiliate.
Twitter hashtags, when executed properly, “offer
campaigns greater longevity, make follow-up easier
for brands, and create a stream of content that is more readily accessible for curation,” says Ciaran
Blumenfeld, co-founder of Hashtracking and pub-
16 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014
employ these tactics, with tweet-to-purchase dialogs kicking off a direct message and email confirmation hashtag contributor and influencer lists as well as
engagement stats. This, in turn, allows brands to track the messages that resonate with consumers.
When working with a blogger on a Twitter
party, for example, it’s possible to track the party’s impressions. If you achieve “Trending Topic” status, then you’ve hit the jackpot. “Trending Topic”
status can be purchased from Twitter for $200,000,
but with the right engagement you can achieve this just by collaborating with the right bloggers. This
achievement also offers more eyes than taking out ads in a national newspaper.
Giveaways are another common practice and,
“Rafflecopter compiles all of the resyndication stats,” says Candice Kilpatrick, a digital strategist and travel blogger at MomMostTraveled.com. “If you don’t
have the benefit of an analytics team, this is valuable. Participants can do tasks of your choosing to benefit your social media footprint. The return is visible in cold hard stats at the end of the giveaway.”
Signing on a blogger is no different than hiring
any other employee. Do your research. While navigating the ins and outs of the blogging world may seem overwhelming, the great thing about the internet is that the numbers are all there in black
and white. It will be easy to track which campaigns work. It will also be easy to determine which bloggers work for your brand’s audience.
Maria Colaco is founding editor of thenewyorkmom.com and a social media consultant. She’s also
a contributor and video reviewer for TTPM.com, which along with Toys & Family Entertainment, is
part of aNb Media. Colaco, a N.Y.-based mother of two, can be reached at mariacolaco1@gmail.com.
Baby Trends Seek to Meet Needs of Millennial Moms BY JENNIFER LYNCH
f you want to talk trends in diaper bags to strollers to travel the infant space that often gear to nursery.” means talking millennials, which now make up about Gearing up for Baby 83 percent of new moms No longer an accessory that according to babycenter’s 2014 screams diaper duty, diaper bags Millennial Mom report. And of today get the pass as wearable, while the space continues to offer yet functional accessories for growth and opportunity for manmoms. JJ Cole is one brand leadufacturers, retailers, and licensors ing the pack in this space with alike, today’s millennial moms bags that build on the latest trendrepresent a new breed of parents ing colors, prints, and styles to whose research and spending tote around baby’s essentials. “JJ habits impact the approach those Cole continues to look at the feedwithin the space are taking to creDisney brands such as Finding Nemo and The Lion King have developed a strong appeal back of millennial parents for ate as well as market product. among millennial moms that grew up with the films and want to share that with baby. inspiration,” says Lynne Mello, “Certainly everyone has much vice-president of marketing commore information and I think people therefore expect more,” says Ann Swartz, general manager of Tiny munications at TOMY International. “The JJ Cole design team keeps its finLove, USA. “They read the product information, they study the product ger on the pulse of current fashion trends, and the feedback we consistently information, they make their choices carefully, and they want to get what receive is that our bags are on trend.” But in addition to the fashion-forward elements of its bags, such as the Caprice tote, JJ Cole still maintains functhey expect or better.” Ever connected and always on the go, style and convenience are two tionality by offering multiple carrying options, interior and exterior pockets, things that today’s moms look for to fit their lives. And while baby will coordinating changing pads, and specialized no-slip grip attachments for always be first priority, manufacturers have become more cognizant that baby strollers and shopping carts. Similarly, TWELVElittle’s Allure Weekender products’ design must also meet the expectations of today’s millennial moms. may have the necessary pockets and changing pad to be functional for baby, To meet those needs, many are using 2014/2015 as an opportunity to but it also features a slouchy style that’s on trend and roomy enough to house revamp their looks to appeal to this new generation as well as increase and mom’s own goods, from flat irons to shoes and more. strengthen their footprint at retail. Fisher-Price will unveil a new look for its baby gear at the ABC Kids Expo [Editor’s note: see page 14 for the full story], while TOMY’s First Years is rebranding with new visual updates as Strolling to a New Beat Another item for baby that’s become just as much about fashion as it is well. Earlier this year, Dorel Juvenile Products acquired Tiny Love and the Lerado Group to expand its business, while Disney Baby and Babies “R” Us about function is the stroller. Strollers are no longer a one-and-done purexpanded their relationship to include new online features, such as joint reg- chase but vary in style to fit each parent’s personality. “The best way to think of it for a woman is like her pocketbook,” says Joe Shamie, president istry experiences, and 25 aggregated Disney Baby shop-in-shops. “There is momentum now across all categories where mom wants to of Delta Children’s Products. “She wants to make sure the stroller has the be able to make customizable and personalized decisions for her baby,” right look and fashion that resonates with her personality. There is convensays Rob Michaelis, director, Disney Baby. “But also more than ever, ience, comfort, and safety, but there are also strong fashion elements.” mom wants her fashion sense to be passed from her to her child, from While parents of yester-year might have owned one or two strollers,
I
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today’s parents can often own upwards of that to fit their day-to-day lives, ranging from jogger to lightweight to umbrella to tour buggy. Mamas & Papas, for instance, offers a range of strollers for city living such as its lightweight, easy-fold Armadillo and Urbo2. Dorel Juvenile Products’ Eddie Bauer program also delivers on its brand’s promise with Pictured left to right: Dorel’s Eddie Bauer Endurance Jogging Stroller, Chicco Bravo Trio System jogging strollers that feature more technical fabrics, colors, and a more rugged construction to appeal to par- describes as combining the functionality of a ents leading more active lifestyles, says Paul stroller, a travel system, and a frame carrier Powers, president of Dorel Juvenile Products. into one product. “Today’s parents are looking The line will expand for 2015 with the new for products that have longevity, and the Bravo Eddie Bauer Endurance Jogging Stroller, which Trio System is the perfect example of a product features all-terrain tires, a secure five-point har- that can grow with baby from infancy through ness, and multiple recline options. toddlerhood,” he says. While there are strollers to fit every income In such travel systems, car seats often go level, this is one item that parents have been hand-in-hand with strollers. And focused innowilling to splurge on over the past few years, vation in this area is making travel not only easaccording to Shamie. In addition to its inexpen- ier for moms but safer for baby. This year, sive umbrella strollers, Delta offers a higher-end Dorel’s Safety 1st brand celebrates the 30th Simmons Kids stroller line, which features high- anniversary of its Baby on Board signs. And er quality fabrications and uses Simmons mat- while safety has been built into the brand’s DNA tress memory foam in the seat of the stroller. For ever since, it’s particularly visible in its car seats parents seeking even more lux features and where Safety 1st has provided leadership added bells and whistles, those strollers can start through its work in air protects and side impact at upwards of $1,000, such as the Bugaboo. protection to advance safety standards, says However, the higher the price point, the Dorel’s Powers. greater the importance of functionality. Parents According to the National Highway Traffic look for these features across products but partic- Safety Commission, three out of four children in ularly in strollers and car seats to take them safe- child safety seats are still not properly secured, ly from the sidewalk to the road. or secured at all. Today, more companies are “Multi-use is a key selling proposition,” focused on easing installation frustrations for says William Hasse, vice-president of market- moms. “It’s where convenience and safety overing for Chicco USA, whose strollers accept its lap,” says Powers. “We know that many times KeyFit and KeyFit 30 Infant Car Seats to grow car seats are not installed properly and it’s probwith baby. This fall, the company is introduc- ably the single biggest thing we can do to ing its Bravo Trio System, which Hasse advance safety in that category. Our philosophy
20 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014
isn’t about meeting requirements but driving them to new and better standards of safety.” Other companies approaching the category from a similar safety angle include Chicco, with its SuperCinch LATCH tightener on its NextFit Convertible Seat, and 4moms, which is expected to release the first self-installing car seat next year. No stranger to innovation (4moms introduced the first self-folding stroller loaded with tech features to keep mom connected last year), its infant car seat is expected to feature dual LCD screens with a threepoint checklist to verify correct base installation and carrier connection before every ride. 4moms could not be reached for comment as of press time.
Making Room for Baby
Many homeowners want the functionality of the items in their home to match its aesthetic, including in baby’s nursery. “Creating a nursery for a child a few years ago was all about one room in one bag,” says Disney Baby’s Michaelis. “It was probably a bit about efficiency and a bit about having someone else make the decision for them. But for the millennial, it’s become about customization and personalization, making it your own, and putting your own stamp on your baby’s fashion, nursery, and more.” Thus, from a product standpoint, the focus has shifted to offering an assortment that puts the decision-making power in the hands of mom. “It’s about letting mom chose from a Disney assortment that allows her to make different purchases that aggregate into what she wants for her baby and what she sees in her world,” says Michaelis. One way Disney is doing so is through its aforementioned shop-inshop program inside Babies “R” Us, which pools product across categories (and aisles)
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into one easy-to-navigate location in stores. And just as character licensing has taken a subtler approach to fashion, character licensing in nursery has also shifted to appeal to today’s millennial. Licensing has become a stronger piece of Delta’s business in recent years, says Shamie. The company has seen a lot of success with what it terms “baby-friendly” characters such as Disney/Pixar’s Cars. Last month Delta introduced an upscale Mickey Mouse crib collection and will expand its Disney Princess collection for holiday 2014 into the new year. “It’s really become about the parents picking the product,” says Shamie. “And if there is a character or license involved, it’s to her taste level and also one that resonates with her and her child.” And while classic characters such as Minnie and Mickey will always resonate well with most parents, millennial moms also seek to incorporate the newer character brands that she connected with during her childhood, such as Disney’s Finding Nemo and The Lion King. “Birth to 24 months is a magical time for mom and baby,” says Disney’s Michaelis. “These are the movies she grew up with. Now that she’s having babies, she wants to take that amazing connection to these films that she experienced as a kid and pass it on to her baby.” In order to meet the more personalized needs of mom, Disney is doing so through subtler branding and mix-and-match décor for baby. Meanwhile Delta has signed a new deal with Serta to bring its bedding technology to baby with Serta-branded baby mattresses.
Toys to Grow
Whereas moms’ needs can often coexist with baby’s needs in décor and gear, baby’s developmental needs have remained the focal point in toys. What has changed is how companies are meeting those needs. “One of the things that mom is always looking for is development and milestones,” says Mike Sullivan, senior director of global brand marketing, baby toys, Fisher-Price. “And one of the great things that really plays to our favor is she’s looking to do this in a fun and engaging way.” This year, Fisher-Price introduced its Smart Stages line, which allows a toy’s content to also grow along with baby. With the flick of a switch, mom can set content to different stages to meet the needs of baby; Stage one focuses on exploring first words and sounds. Stage two encourages baby by prompting questions. And as baby approaches 12 months, imagination moves to the forefront, offering a pretend mode that prompts baby to roleplay. “It’s very similar to what mom is used to seeing,” says Sullivan. “Her timeline, her world, is always on refresh. So it wasn’t about throwing more screens at baby but finding a way to give [a toy] seamless benefits that grow with baby.” As Fisher-Price works to incorporate new grow-with-baby content into its products, others continue to see the benefits of physical grow-with-
22 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014
With the Laugh & Learn Smart Stages Chair from Fisher-Price, mom can enter baby’s age for automatic Smart Stages level changes or manually change the levels.
baby components in their toys. While the concept is nothing new, growwith-me features continue to offer moms the joint benefit of getting more value for their money and more value for baby. “A few years ago people were still very price sensitive, but over the past 12 months or so, while price is still key, it’s more of a value proposition,” says Gail Smith, vicepresident of marketing at Infantino, a division of Step 2. The company’s Grow-with-Me Activity Gym & Ball Pit, for example, combines two popular yet classic play patterns for baby while bringing something new to the gym aisle. Tiny Love is another example of a company that has increased the multi-use aspects of its toys—from its floor gyms to its Magical Night Mobile. The mobile starts as a classic crib accessory with rotating features, various music settings, and projections to soothe baby, then converts to a crib-side and bedside music box as baby moves into the toddler years and beyond. “It’s really the definition of multi-use and multi-purpose,” says Tiny Love’s Swartz. “It’s keeping that continuity but making it age appropriate for each stage of a child’s development.”
Reaching Mom
Babies haven’t changed but moms certainly have. Those interviewed are recognizing the needs and wants of this generation and responding accordingly. ABC Kids Expo attendees can expect to see these types of innovative multi-stage, multi-purpose products and more at this year’s show.
Have extra inventory?
Donate it to K.I.D.S.
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.
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ABC KIDS EXPO COMPILED BY
NANCY LOMBARDI
For the first time, Toys & Family Entertainment is launching an issue specifically for the ABC Kids Expo. The show, which takes place in Las Vegas from September 7–10, will showcase the latest offerings in the baby market. Although statistics show that birth rates are on the decline in the U.S., the baby market remains resilient because most of the products are necessary purchases.
BABY K’TAN
The Baby K’tan Baby Carrier, from Baby K’tan, is a soft cotton baby carrier that is a blend of a sling, wrap, and carrier, providing the positions and benefits of all three. This ready-to-wear wrap enables parents to comfortably carry infants and toddlers (from birth to 3 years) in multiple positions. The company says there are no wraps, no buckles, and no straps. There is an adjustable back-support band and double shoulder weight distribution. A sash across the bottom provides added security and support for baby. There is also a soft, cotton head support for baby. Five different ways to wear it are shown here.
MAMAS & PAPAS
Armadillo Flip
Mamas & Papas is introducing two new strollers at this year’s ABC Kids Expo. There is the ultra-compact Armadillo City for babies birth to 50 pounds. It is designed for parents who want their second stroller to be smaller without losing any comfort. The company says that there is a surprising amount of space in the narrow and lightweight chassis, which weighs only 15.4 pounds. The wheels and front and rear suspension allow for smooth navigating throughout city spaces. With an inward, one-handed fold, the Armadillo City folds away to a small size that the company says will fit in even the smallest cars. In addition, the stroller is freestanding when folded. This stroller also features an extra-large canopy with UPF 50+ fabric for protection from the elements, a shopping basket, peek-a-boo window, foot brake, five-point safety harness, carry handle, and an automatic lock when the stroller is folded. It is available in a variety of colors such as Lemon Drop, Blue Indigo, Coral Pop, and Black Jack. Mamas & Papas’ Armadillo Flip (shown) is a compact travel system. The wheels are ideal for parents using this in suburban or city destinations. The reversible seat means parents can flip baby’s view. The patented design lets parents fold it down with one hand in just seconds, no matter which way the seat is facing. The Armadillo Flip features an easy-recline, well-padded seat, adjustable footrest, peek-a-boo window, foot brake, front and rear wheel suspension, five-point safety harness, carry handle, automatic lock, and the sunsmart extra-large hood is made of UPF 50+ fabric for maximum protection. This stroller fits into small cars and has a freestanding fold. It is compatible with coordinating bassinets and Cybex, Graco, Chicco, and Maxi Cosi car seats (adapters and car seats sold separately). It is available for babies from birth up to 50 pounds in Teal Tide (shown), Coral Pop, Sand Dune, and Black Jack.
24 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014
mio mio offers an extensive line of car seat and stroller covers. The flagship car seat liner collection features bold, fun prints in 100 percent durable cotton canvas. The stroller liners fit most standard full-size strollers (such as the Bugaboo and Uppa Baby) and the car seat covers fit most convertible car seats (such as Britax and Evenflo). mio mio says its collection is environmentally friendly, machine washable, and designed to keep baby’s space clean and germ-free. The company also offers hooded bath towels, pima cotton blankets, bedding, and pajamas.
MIO MIO
WUBBANUB
car seat cover
WubbaNub is a plush attachment that helps keep the pacifier in place near the baby and makes it easier for little hands to grasp and manipulate than a standard pacifier. The plush design can provide comfort to infants and can help to prevent the pacifier from being lost, dropped, or forgotten. The pacifiers are BPA free, latex-free, and made of medical-grade silicone. The machine-washable plush portion, made with baby-safe beans sewn in separate safety sacks makes it easier for little hands to grasp and manipulate, according to the company. In 1999, WubbaNub released the first two WubbaNub styles: the Red Dog and Yellow Duck. The collection has since grown to 20 original WubbaNub designs, including the Baby Giraffe (shown), Elephant, and Little Lamb. In 2009, WubbaNub entered a licensing agreement with Mary Meyer Company to develop 12 additional designs for the Mary Meyer Baby Line, including the Mango Monkey and the Levi Lion. With 32 total designs, a new WubbaNub product line is set to launch in spring 2015.
TREND LAB
Trend Lab, LLC announced the addition of the Cocoa Coral collection to its line of crib bedding, gifts, and nursery décor. Patterned fabrics constructed into trend-right chevron stripes bring a homespun feel to any nursery. Trend Lab’s Cocoa Coral collection features a cotton mixture of pinstripes, mini dots, gingham, and damask diamonds in a color palette of coral pink, taupe, and white, with accents of gray and brown. Trend Lab’s Cocoa Coral Three Piece Crib Bedding Set includes a chevron patched quilt, a 100 percent cotton fitted crib sheet in a coral and white mini-dot print, and a box pleat crib skirt featuring a taupe and white pinstripe with a mini-dot border. Available matching room accessories include a changing pad cover, window valance, diaper stacker, and laundry hamper. The Cocoa Coral collection also includes gift items of bibs, burp cloths, nursing covers, and a 10-inch stuffed toy owl.
SEPTEMBER 2014 TOYS & FAMILY ENTERTAINMENT 25
ABC KIDS EXPO DELTA CHILDREN’S PRODUCTS
Delta Children’s Products will release a host of new products at this year’s ABC Kids Expo. The company will expand its twin bed collection with the Disney Princess Carriage Bed. Similar to the company’s existing Disney/Pixar Cars Bed, the Princess version is a blow-mold shape to look like a carriage. Delta is introducing sets for Disney’s Frozen (shown) and DreamWorks’ How to Train Your Dragon 2. Both collections includes a toddler bed, table/chair set, and a multi-bin toy organizer. Also available are inflatable upholstered Club Chairs in a variety of characters such as Cars, Minnie Mouse, and Mickey Mouse to name a few. Delta’s wood easel collection now includes Minnie and Mickey wood easels.
GREEN TOYS
Green Toys Animals-on-Wheels, which are designed for ages 6 months and up, focus on openended play. Made in the U.S. from 100 percent recycled plastic milk jugs that save energy and reduce greenhouse gas emissions, according to Green Toys, the Elephant, Pig, and Turtle (shown) each feature an easy-to-grasp handle and free-spinning wheels that encourage both fine and gross motor skill development. The compact, rounded bodies are designed with no sharp edges or metal axles to safely encourage imaginative, eco-friendly play for early crawlers. Green Toys says its products contain no BPA, phthalates, or PVC, and are dishwasher safe for easy cleaning. They are packaged with recyclable materials and printed with soy ink.
PATCH PRODUCTS
Bouncy Bop Patch Products announced two new additions to its preschool toy line Mirari, which the company Shape Sorter describes as back-to-basics play with a unique twist. Mirari, from the Latin word for “wonder” and “amaze,” offers basic toys with a simple tech twist. myPhone is a 5.5-inch durable play phone that features a pretend touchscreen with 12 colorful lightup icons that children can press to hear the ABC song, a lullaby, “snapshot” sound, and more. Using its record-and-ring ability, family members can record a message on the phone for baby. Then, using the included remote control heart, adults can activate the phone ringer from up to 25 unobstructed feet across the room, and baby will hear their loved one’s message. It is designed for ages 6 months and up. Bouncy Bop Shape Sorter is a colorful classic shape sorter with added bouncing fun. Designed for ages 12 months and up, children will enjoy fitting the six colorful shapes into the coordinating holes on top of the eight-inch tall Bouncy Bop Shape Sorter. And when the shapes fall inside and hit the bouncy surface, they make a “boing” sound. Once all the shapes are inside, children can push the side handle to activate the paddle and watch the shapes bounce.
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TWELVELITTLE
The Allure Weekender Bag from TWELVElittle is designed for use at baby’s birth and beyond. The baby bags are fashionable and functional so they can be used for travel even after kids are out of diapers. The bag features six exterior pockets, five interior pockets, and a spacious main compartment with easy-access top-zipper closure. It comes with a nylon changing pad and features a hidden zipper pocket on the bottom of the back side for dirty-item quick storage.
GUND
Sleepy Seas Sound & Lights Whale, from Gund, is a cuddly whale plush toy that helps soothe baby to sleep with relaxing sounds and soft glowing lights. Press the tail and the blue whale plays calming ambient music including: ocean waves, bubbling water, and spa-like sounds. Meanwhile, circles of light glow from within before shutting off automatically with the music after five minutes. Soft, huggable plush makes this smiling toy suited for playtime and sleepy time alike. It is surface-washable, appropriate for all ages, and includes three AAA batteries.
FOLKMANIS
Folkmanis is showcasing a variety of lifelike plush at this year’s show. The Funky Chicken puppet has feather soft plush, playful eyes, and a velvety comb atop its head. Animate the head and wings to enliven this bird for pecking and flapping fun. The Funny Frog puppet is donned in a chartreuse, textured fabric all the way to its gangly feet. This character comes to life with movable mouth and front legs. The Baby Platypus puppet has webbed feet, a furry beaver tail, and a puckered up duck bill. Puppeteers can animate the mouth and front feet.
PRINCE LIONHEART
Prince Lionheart’s SnoozeShade Deluxe Plus ensures that baby stays protected from the sun during outings. The SnoozeShade Deluxe Plus sun and sleep shade fits most strollers so babies can find rest in a shaded place and keep their delicate skin safe from the sun, pests, and other weather elements while outside. Featuring smooth, silver exterior fabric, and new safety-certified snaps, the SnoozeShade Deluxe Plus protects from 97.5 percent of UV rays, according to the company. SnoozeShade Deluxe Plus also provides a “snooze mode” screen in addition to a “lookout mode” window, which filters UV ray lights but lets baby see what is going on outside of the stroller.
SEPTEMBER 2014 TOYS & FAMILY ENTERTAINMENT 27
ABC KIDS EXPO ANGELCARE
Angelcare’s AC1200 Video Movement & Sound Monitor for Smartphone allows parents to simply download the Angelcare app to turn their smartphone (iPhone or Android), tablet, or even their computer into a monitor to watch baby no matter where they are in the world. The Video Movement & Sound Monitor for Smartphone also has internal communication via Wireless Access Point, which turns the nursery unit into a router, so internet connection is not needed. Use music from your phone or tablet to play to baby. Angelcare AC403 Movement & Angelcare AC403 Movement & Sound Monitor features the under-the-mattress sensor pad, allowing parents to know withSound Monitor in 20 seconds if no movement is detected in the crib. The nursery unit sends all the sounds baby makes to the portable parent unit, which comes with an audio “tic” option so parents know it’s working and a “vibration” mode, so the alarm won’t disrupt quiet time.
REEVES INTERNATIONAL
Reeves International is introducing a variety of items under its Tolo and Wow Brands. The Tolo Toys First Friends Stable can fit three ponies or other First Friends animals. The set, designed for ages 1 and up, comes with a stable and First Friends pony and is compatible with other parts of the First Friends line. Wow Toys Multipacks deliver extended play value for kids ages 1 and up. The sets combine Wow’s best sellers in themed sets such as Farm Friends, Construction Crew, Police Patrol Pals, Emergency Rescue, Sunshine Explorers, and Girls’ Adventures.
BEGINAGAIN TOYS
BeginAgain Toys blends eco-friendly materials and classic fun to create toys that teach through play. Here are just a few items in the line that will be on display at the ABC Kids Expo. The Tumbler is flip-around, rolling fun. Made from sustainable, harvested rubberwood with three sets of rubber-trimmed wheels, this push-around toy rolls no matter what side is up. It is colored with non-toxic, child-safe stains and recommended for ages 18 months and up. With its tactile tummy made from natural rubber and a big dinosaur grin, the Dino Rumbler is a chunky push-around toy. The six-inch tall, green Dino Rumbler encourages active play and is great for developing fine motor skills. Made from sustainable harvested rubberwood with non-toxic, child-safe stains and rubber-trimmed wheels to protect floors. It is recommended for ages 18 months and up. Sized for travel and little hands, the Shapes & Colors Balance Boat teaches colors and shapes while Dino Rumbler improving fine motor skills. Each colorful shape (circle, square, rectangle, triangle, heart, and star) is labeled with its color name and fits snugly into its shapely slot in the side of the boat. Stand the sturdy boat on its bottom, and kids can stack and balance the chunky shapes on top. Made from sustainable harvested rubberwood with non-toxic, child-safe stains, the game includes a five-inch by seven-inch wood tray for storage and display. This is recommended for ages 2 and up. 28 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014
HAPE
Take-Along Activity Box is a five-sided activity box that has moving gears, balls, blocks, and a maze, plus color, motion, and a mirror. It is designed for 10 months and up. Triple Play Train, for ages 24 months and up, is a wooden pull-train that has three cars full of activities to keep babies pulling, pushing, walking, and exploring. Walk-A-Long Caterpillar (shown), for ages 24 months and up, is a colorful wooden pull-toy that stimulates early walking with smiling sunflowers that turn with every step baby takes. Remove the flowers and watch them spin separately.
THE JOESTER LORIA GROUP
The Joester Loria Group is representing The World of Eric Carle for licensing. Here is a sample of some of the licensees featuring products at the ABC Kids Expo. H.I.S Juveniles is expanding on its line of infant travel and safety items launched in 2013. H.I.S. will expand The World Oopsy Daisy Fine Art of Eric Carle line to include blankets; soft bath products including washcloths, towels, and mitts; as well as burp cloths, packaged layette, and bibs in late 2014. Kids Preferred is debuting a line of preschool toys featuring The World of Eric Carle. This collection of early preschool toys offers a variety of colors, activities, and adventures. The Very Hungry Caterpillar Developmental Toy with Music & Lights is a wiggly caterpillar shape that includes a bead rattle, easy-to-grab rings, tunes, flashing lights, and every color of the rainbow in its playful shape.
FOR
THE WORLD
Preschoolers can play with the bright, stimulating Tin Spinning Top. With just a little pump of the handle, the colors, shapes, and designs blend together as the top spins. The Very Hungry Caterpillar Rattle with Teether Links is suited for little ones while teething. It includes eight colorful textured links designed to soothe and entertain. Links can also be used to secure toys while on the go. Sound and Music Elephant Teether brings together fun tunes, realistic elephant sounds, and textured ears for teething. The trunk with rachet feature “clicks” when moved and generates sound. A simple press of the belly activates music and textured ears soothe teething baby. Push & Spin Popper Toy from The World of Eric Carle spins, pops, and delights. Simply push down on the top button for play that
OF
ERIC CARLE
includes spinning, popping, changing colors, and whirling motion. Grabable Rainstick Toy is the latest trend in developmental toys. The rattle includes grabable textured silicone handles, a colorful moving rain stick, and a variety of shapes and objects to hold onto, shake, and explore. The Very Hungry Caterpillar Stacking/Nesting/Chime Ball Toy is three toys in one. The toy starts as a small ball and gives little ones the chance to stack and nest shapes and colors in different ways. Levels of Discovery, LLC is launching The Very Hungry Caterpillar furniture collection to market in 2014. The functional children’s furniture collection includes a bench seat with storage, rocker, and revolving bookcase. It is expected to be available for holiday 2014. Additional The World of Eric Carle licensees with product on display include Creative Baby with a foam table and chair set, floor jumpers, and walkers. Oopsy Daisy Fine Art will showcase canvas wall art and night lights.
SEPTEMBER 2014 TOYS & FAMILY ENTERTAINMENT 29
ABC KIDS EXPO PLAN TOYS
Plan Toys’ Fantasy Blocks let kids build a medieval fantasy world complete with a functional catapult, a king and queen, a knight, two horses, and even a flying dragon. The set consists of 60 pieces. Build-A-Town Dough Set (shown) allows kids to pave their own streets and create their own cars. This set includes a patterned roller, two car molds that doubles as buildings, three car axles, one handle with interchangeable patterned stamps, and one dough cutter. The dough is not included. With a sleek bent wood design, the multifunctional Table & Chair is for toddlers. There are two compartments for storage, sturdy support, and a desk top that toddlers can draw on with chalk as well. The chair also has a bent wood design that contours for small children. This set includes a table and one chair. All items are for ages 3 and up.
ADEN
Build-ATown Dough Set
FISHER-PRICE
+
aden + anais offers classic muslin swaddles. The breathable fabric helps reduce the risk of overheating, while the signature prints complement any parents’ style, says the company. The swaddlers can be used as a stroller cover, nursing cover, changing pad cover, burp cloth, and more. The Jungle Jam print is one of the newest in the line. The swaddlers are designed for birth and up. The aden + anais puppy musy mate lovey is handmade with soft cotton muslin to provide little ones with comfort. Created from the company’s signature cotton muslin, the musy mate lovey will make the perfect transitional object for your child. It is designed for birth and up.
ANAIS
Fisher-Price is revamping its line of baby gear by introducing sound effects, and removable toy bar. The seat can be removed with easy-carry handles for mobility. There are no batteries for the fresh designs and styles. To read the full story on the glider, simply plug it into the wall. redesign, turn to page 14. Here is a sampling of some of the new products in the line. Each item is expected to The Auto Rock ’n Play Sleeper (shown) will be availbe available with a variety of options and colors to suit able in September. It features a hands-free rocking every retailer. All of the items shown here are designed motion at the push of a button. It will also keep baby for babies under 25 pounds. amused with music, sound effects, and linkable onThe 4-in-1 Smart Connect Cradle ’n Swing will be the-go toy. There is plug-in option. available in December. Connect the Cradle ’n Swing to Ultra-Lite Day & Night Play Yard will be availAuto Rock ‘n a smartphone or tablet for convenient control of swing able in January 2015. Fisher-Prices says it is half Play Sleeper features from anywhere inside your home. It features the weight (15 lbs.) of other popular play yards four soothing motions in one. There are two ways to swing with all the same features for truly portable use. and two ways to rock. It features a removable rocker seat, It includes everything needed for napping, sleeping, playing, and changing on the go. It features a supportive seat back, cushioned swaying mobile with lights, plug in option to save on batteries, six head support, and three-point restraint to keep baby comfortable, swing speeds, 16 songs, and soothing nature sounds. The 4-in-1 Rock ’n Glide Soother will be available in November. secure, and gently inclined. Remove the sleeper to make room for This soother features a multiple motion glider and a removable older babies and toddlers. It fits any standard-size crib sheet, and it infant rocker and cradle. It will entertain baby with 12 songs, three keeps the play yard firmly on the floor. 30 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014
CREATIVE BABY
Creative Baby is introducing a host of items at this year’s show. The Happy & Hungry Booster Seat features two recline positions, three height and tray positions, i-Mat: Under The Sea a removable dishwasher-safe tray, and a carry handle for easy transport. This seat has a maximum weight of 50 pounds. The i-Mat: Under The Sea (shown), for ages 3 months and up, teaches language awareness using English, Spanish, and Mandarin Chinese so babies can learn the names of 50 animals, plants, and objects found in the ocean. It also teaches colors, shapes, counting, and opposites. The i-Mat: My Alphabet, for ages 3 months and up, teaches language awareness using English, Spanish, and Mandarin Chinese. Babies learn pronunciation, phonics, and letter recognition. Under the Sea Flash Cards, for ages 3 and up, can help children learn new vocabulary and practice the pronunciation of words. Practice the pronunciation for each new word by identifying the animals, plants, and objects found in the ocean on the flash cards and repeat after the Voice Pen audio example.
ROUXROO
The Tangram Soft Blocks are repurposed from remnant fabric from Rouxroo’s other organic printed products. Rouxroo has transformed what would otherwise be discarded into a set of educational soft blocks. The set is constructed from the company’s 100 percent GOTS-certified cotton muslin and stuffed with plush eco-friendly fill and playful bells, rattles, squeakers, and crinkly paper.
CLOUD
Cloud b is offering an assortment of sleep solutions for all ages. Here is a sample of what will be on display at ABC Kids Expo. Mama Koala & Baby is the newest addition to the cuddly collection of soothing plush designed to help children sleep peacefully and calmly through the night. This Koala cuddles her own Baby Koala and lulls little ones to sleep with the soothing sounds of Mother’s Heartbeat, Spring Showers, Ocean Waves, and Whale Mama Koala & Songs. The detachable plush Baby Koala is a baby rattle. Mama Koala & Baby features a Velcro tab for easy attachBaby ment to baby’s crib and offers 23-minute and 45-minute timer options to continually soothe baby with calming sounds. Twilight Noah’s Ark is two items in one: by day, kids can play with the plush characters and at night the Ark projects a starry night scene onto bedroom ceilings and walls with three soothing color options. Select one color or choose to morph through all three colors. The lights automatically shut-off after 45 minutes to create the complete darkness for sleeping recommended by pediatricians. This requires three AAA batteries, which are included. Soothing Sounds Noah’s Ark plays four sounds to create a calming atmosphere for babies. Sleep will come to baby to the sounds of Gentle Stream, Ocean Waves, Spring Showers, and Whale Songs. Soothing Sounds Noah’s Ark features a Velcro tab for easy attachment to baby’s crib and offers a 23-minute and a 45-minute timer options to continually soothe baby with calming sounds. This requires two AA batteries, which are included.
B
SEPTEMBER 2014 TOYS & FAMILY ENTERTAINMENT 31
ABC KIDS EXPO ROUNDABOUT
Ragtales Farmyard Bunting is fabric bunting that can offer a stylish addition to any nursery décor. Each colorful fabric square features hand-illustrated drawings of farm animals shown in the same number that is on the opposite side. This offers a fun way for little ones to learn how to count.
MANHATTAN TOY
Manhattan Toy’s newest introductions at ABC Kids Expo include just some of the following products for babies ages 12 months and up. With Busy Bop (shown), bop the mouse with the plastic mallet to raise the animal tower. Each time the mouse’s head is hit, the multicolored tower of animal characters rises higher. This plastic activity toy fosters cause-and-effect learning. Shape Sort is a triangular wooden shape sorter that includes six sorting blocks. There is one hexagon, one triangle, two cubes, and two cylinders. It also features a carry handle. Separately, Manhattan Toy offers the Busy Bop Savannah Collection, which is high-quality plush infant toys with fabric patterns. Items in the line include stackers, fill-and-spill, plush, rattles, soft blocks, and an activity toy.
DIONO
Diono introduces the Rainier Convertible+Booster Car Seat. The Rainier features new deeper side walls providing enhanced side impact protection, says the company. The unit features extended rear-facing capabilities. Diono says it can comfortably seat rear-facing children from 5–50 pounds and forward-facing children from 20–90 pounds There is a five-point harness mode (up to 57 inches in height). The seat then converts to a booster for children between 50 and 120 pounds or up to 57 inches in height. The aluminim reinforced headrest has 12 height positions for adjustable head support. It features additional EPS foam that surrounds the child’s head and body for complete side-impact protection. The SuperLATCH system makes installation easy, according to Diono, and it’s NCAP crash tested, which the company says is the industry benchmark for verifying child seat performance in severe accident conditions. 32 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014
HEDSTROM
Hedstrom’s Sensory line of products, with most items designed for babies starting at 6 months, offers classic play items such as shapes, balls, blocks, and stacking toys. There are vibrant colors and knobby surfaces of different shapes, sizes, and textures, to stimulate baby’s senses. Bounce and admire the bright colors and lights of the Sensory Light-Up Balls. Each includes an LED light for visual stimulation as well as scent that complements the graphics. Sensory Bloxx teach babies fun lessons. Babies will love the colors, animals, letters, and numbers featured on each block. Sensory Ring Stackerz feature bright colors, flashing lights, rattling beads, and a grape scent. Placing rings on the rocking post strengthens hand/eye coordination and appeals to baby’s sense of touch. Sensory Ring Stackerz
Bravo Trio System
CHICCO
Chicco’s new introductions include the following: the Bravo Stroller and Bravo Trio System as well as the Tre Stroller. The Tre Performing Jogging Stroller is ready for both rugged and smooth terrains with weather-resistant fabrics, says the company. It features 16-inch pneumatic rear tires with aluminum alloy rims and the adjustable suspension handles both bumpy and smooth roads. The deceleration brakes helps the stroller come to a smooth and gradual stop. There’s a hand-activated parking brake and swivel lock that can be operated from the control console on the handlebar. It is recommended for use as a stroller for 6–50 pounds. It can be used with the KeyFit for 4–22 pounds and the KeyFit 30 for 4–30 pounds. Chicco says it has a one-hand fold with three folded configurations. There is self-standing for the garage, flat fold for the trunk, and a compact fold for storage. The Bravo Trio System (shown) is sold with the Chicco KeyFit 30 Infant Car Seat. (The Bravo Stroller can also be sold as a stand-alone item.) It features a one-step, quick fold with built-in carry handle. It is self-standing for easy transport and storage. There’s a one-hand adjustable reclining seat, adjustable handle to accommodate parents of all heights along with a parent organizer and cup holder. The storage basket is easily accessible from front and rear and features removable, machine-washable fabric. It is for use with children from birth up to 50 lbs.
INGLESINA
Inglesina is introducing the Quad, Trilogy, and Trip Strollers at ABC Expo. Also on display will be the Fast Table Chair and Dining Tray as well as the Gusto High Chair (shown). The Gusto High Chair has a four-position height adjustment, a three-position reclining seat, and a two-position adjustable footrest with an effortless open and close function. The serving tray is dishwasher safe and can be detached from the main tray. It can stand on its own when closed, says Inglesina. It is designed for 6–36 months, has a five-point harness, and comes in a variety of colors.
DOREL JUVENILE BRANDS/SAFETY 1ST
The Dorel Juvenile Brand Group has a number of baby brands under its umbrella including Cosco, Maxi-Cosi, Quinny, Baby Art, BebeConfort, and Safety 1st. Shown here is the Safety 1st Advance 65 Air+ Convertible Car Seat, which features Air Protect+ to keep children safer in the car, accordAdvance 65 ing to Dorel. It is designed for Air+Convertible Car Seat rear-facing 5–40 pounds and forward facing 22–65 pounds. Air Protect+ combines the advanced protection of the Air Protect cushion system with patented GCell HX foam designed with hexagonal shapes for protection around the torso. Safety 1st says it provides full-body side-impact protection. In addition to Air Protect+, the Advance 65 Air+ uses a steel-reinforced metal frame for extra stability and includes a four-position recline for an optimal fit in the vehicle. There’s a 10-position headrest to grow with the child. It is LATCH-equipped and has color-coded belt paths and installation labels to help parents install it quickly and correctly. SEPTEMBER 2014 TOYS & FAMILY ENTERTAINMENT 33
ABC KIDS EXPO HABA
Haba is introducing an extensive assortment of toys, teethers, and diaper bags at this year’s show. The Lassig Green Label Neckline Bag (shown) is lightweight and made of a durable polyester material that is made almost entirely from recycled plastic bottles. The large main inside compartment includes a water-repellent zipper wet pocket to store any damp or soiled items you would like to keep separated from other things, as well as a large hook-andloop pocket and elastic pouch ideal for a water bottle. Other features inside include a water-repellent, padded changing mat; insulated, removable bottle holder with clip; removable zipper pouch ideal for make-up, coins, or other small items; removable compartment for baby food jars; and compartment for baby wipes. Four front bonus compartments are located at the base of each handle, which are ideal for sunglasses and a smartphone. One of the bonus pockets includes two pen loops, and another includes a removable hook for keys. On the front of the bag, there is a large vertical zipper that opens up to reveal a large insulated pocket for keeping food items. Additional stroller hooks and adjustable shoulder strap is also included. All materials used to manufacture Lassig bags are free of PVC, AZO, phthalates, nickel, and cadmium. Lassig Green Label Neckline Bag
TOMY
TOMY is introducing a variety of items across its many infant brands. Here is a sampling of what’s new from JJ Cole and Boon. JJ Cole Collections Original Bundleme in New Aqua and Stone Arbor Patterns helps parents keep their babies and toddlers comfortable during cool weather. It’s for use with strollers, car seats, and joggers. The Original Bundleme features a plush faux shearling inner lining and soft outer thermaplush, so baby will enjoy maximum warmth and comfort. Bundleme allows stroller and car seat straps to rest directly on the child, has a removable top for easy temperature control, and is machine washable. JJ Cole Collections Camber Bag combines the simplicity of a tote with the sophistication of a designer bag. This tote allows for three carrying options: two tote straps, a removable padded shoulder strap, or stroller attachments. It is made of an easy-to-clean laminated canvas. In 2015, JJ Cole will roll out its new collection of fashionable and functional on-the-go products, designed especially for toddlers. Anchoring the new line is a stylish and functional Kid’s Backpack available in an array of patterns for ages 3 and up. Large enough to hold all of the supplies that little ones need to get through their week’s JJ Cole Collections Original Bundleme activities, it also comes with a folder, pencil case, and accessory clip. in Stone Arbor The newly redesigned Boon Frog Pod Bath Toy Scoop, Drain, and Storage makes bath time clean-up easy and fun. The scoop is 20 percent larger than the original, yet takes up less space in the bathtub and the packaging is 72 percent smaller. Frog Pod’s other key features include a wall-mounted base with adhesive strips and drain holes in the scoop to help reduce mold and mildew build-up on toys. The new compact Boon Soak tub can be used from newborn to toddler. It fits in a double kitchen sink for bathing infants, and then can be moved down onto the floor or into the bathtub for the toddler years. The soak features an adjustable bump for three stages of development including reclining newborns and infants, and one for babies that sit upright on their own. The contoured back wall with slip- and mildew-resistant foam helps hold reclining infants in place. Plus, a color-changing drain plug helps parents gauge the right water temperature. 34 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014
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