December/January 2020

Spielwarenmesse_1-20.indd 1

12/6/19 7:55 AM

Untitled-2 1

12/6/19 3:30 PM

GEOFFREY’S RETURN FIRST REIMAGINED TOYS “R” US STORE IS BACK IN THE U.S.

COMPOUND CRAZE SLIME, SAND, AND FOAM TAKE OVER THE ACTIVITIES CATEGORY

TOTY 2019 CAST YOUR VOTE FOR TOY OF THE YEAR

SPIELWARENMESSE 2020 CELEBRATING THE SPIRIT OF PLAY IN NUREMBERG

Cover_DecJan2020.indd 42

12/13/19 11:38 AM

Untitled-1 2

12/12/19 8:28 AM

Untitled-1 3

12/12/19 8:28 AM

Horizon_1-20.indd 2

12/5/19 12:30 PM

Horizon_1-20.indd 3

12/5/19 12:30 PM

DECEMBER/JANUARY 2020

Volume 35, No. 6 — Published by Adventure Media and Events LLC

DEPARTMENTS 9

Editor’s Viewpoint

10 Stat Shot 11 Sweet Suite 2020 12 Industry Update

14 ASTRA’s Insights

68 WIT Stories

15 Toy Association Update

70 Media Mashup

65 Toy Association Perspectives

72 Industry Marketplace 74 Flashback:

December/January 2000

features

®

Group Publisher Jackie Breyer jackie@toybook.com Managing Editor Maddie Michalik maddie@toybook.com Senior Editors Jackie Cucco jc@toybook.com Marissa DiBartolo marissa@toybook.com Sierra McCleary-Harris sierra@toybook.com Ali Mierzejewski ali@toybook.com

16 An Icon Reborn?

How Toys “R” Us Is Attempting a U.S. Comeback

42 Pulling Back the Disguise Disguise is helping the world play dress-up one costume at a time.

18 TOTY Awards

The Toy Association unveils 114 toy and game finalists.

44 Sensational Compounds The compound craze is kicking it up a notch with more engaging ways to play.

36 Exploring the World of Hilda Silvergate launches a consumer program for the innovative series.

66 Remembering the Forgotten Toys Blake Wright explores unproduced action figures in a series of art books.

37 Spielwarenmesse 2020 The Place for Opportunity and Seeing What’s Ahead

James Zahn james@toybook.com Associate Editor Madeleine Buckley mbuckley@toybook.com Editorial Assistants Josephine Baran josephine@toybook.com Ben Goren ben@toybook.com Miranda Siwak miranda@toybook.com Art Director Joe Ibraham joe@toybook.com

40 The Spielwarenmesse Enters 71st Year A Spotlight on Electronic Toys, Licensing, Models, and More

Production Director Bill Reese bill@toybook.com

THE RUBIE’S INSIDER: 53 54 Unmasking Costume Trends Howard Beige, executive vice president of Rubie’s Costume Co., talks pop culture costumes, decor demand, a Saturday Halloween, and more.

Director of Sales and Marketing James Devin jd@toybook.com Sales Executive Branden Mendez branden@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com

58 Product Review: Imagine by Rubie’s The Newest Costumes for Year-Round DressUp and Imaginative Play

U.S. Corporate Headquarters President Laurie Schacht laurie@toybook.com

59 Product Review: Rubie’s Pet Shop Boutique Get the family pet into character with pop culture-inspired costumes.

Toy Story Woody Pet Costume, from Rubie’s Pet Boutique

Adventure Media and Events LLC 307 7th Avenue, #501 New York, NY 10001 Phone: (212) 575-4510

The Toy Book Volume 35, No. 6 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media and Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2020 Adventure Media and Events LLC. 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 USA. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Media and Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media and Events LLC., 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.

Member, International Toy Magazine Association

On the Cover: Compound Kings 3-Pound Slime Bucket, from WeCool Toys

TOC_1-20.indd 4

12/16/19 9:10 AM

EDITOR’S VIEWPOINT

EXPLORING THE FUTURE OF EXPERIENTIAL RETAIL

by MADDIE MICHALIK, managing editor THESE DAYS, IT’S ALL ABOUT SHAREABLE

and engaging moments. Combine that with consumers’ desires to post them on social media — the most Instagrammable ones, of course — and you’ve got a recipe for a new retail experience.

I’m finding that consumers are itching to get out of their homes for the traditional shopping experience. And how do you make it better? Add engaging moments, photo-ops, and hands-on activations.

I recently visited the new Toys “R” Us location in Paramus, New Jersey, and was really impressed with the revamped consumer engagement. The whole experience was transformed with a smaller, intimate space that was filled with interactive elements. If shoppers couldn’t find a product in the store, they could use one of the oversized tablets to order it online.

A Geoffrey the Giraffe mascot was walking around the store and was immediately swarmed by consumers of all ages to snap a picture. Kids could test out NERF blasters, hang out in a treehouse, crawl inside a KidKraft playhouse, and more. I felt like a kid again! Other stores, such as Camp, are also embracing this type of retail experience, and I expect to see a lot more of it this year. Read more about all of the Tru Kids Brands’ new initiatives from Senior Editor James Zahn on page 16.

Not only is social media a big part of the desire to go to these new retail experiences, but it also fuels toy trends. Take the activities category, for example. The slime trend began on YouTube a couple of years ago and has only gotten more popular as toy companies are finding new ways to provide totally satisfying tactile play. Slime products alone raked in $228.5 million in 2018 compared to $7.3 million in 2016, according to the NPD Group. Check out all of the new compounds fueling the activities category from Senior Editor Jackie Cucco on page 44.

‘Tis the season for trade shows, which are officially in full swing. Christopher

Byrne writes about the 71st Spielwarenmesse and why this show is a meaningful destination for both attendees and exhibitors. Flip to page 40 to read all about it!

As another year ends, the industry celebrates with the prestigious Toy of the Year (TOTY) Awards. We put together a special voting section that features every toy and license that is up for a TOTY award, so check it out on page 18. You can also visit the toybook.com homepage to scroll through each nominated toy and click a link to vote for that category. Make sure to cast your vote on toyawards.org —

the industry is counting on you!

We have so much more inside this magazine! I sincerely hope you enjoy this issue of the Toy Book. Send over an email, or tweet at us @ToyBook. We’d love to hear from you! » Maddie Michalik is the managing editor of the Toy Book and senior editor of the Toy Insider and the Pop Insider. She reports on new products and toy industry trends, and has been featured on broadcast TV segments in the U.S. and Canada. Contact her at maddie@toybook.com.

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 9

EditorsPage_DecJan20 copy.indd 9

12/16/19 9:35 AM

10 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

StatShot_DecJan20.indd 10

12/16/19 11:57 AM

EDITOR'S VIEWPOINT

THE TOY INSIDER AND THE TOY BOOK will host the 11th annual Sweet Suite, the ultimate toy event connecting top digital influencers and press with the hottest toys coming to market. Taking place on July 9, 2020, Sweet Suite is the most effective way to get your hot new products in front of the most influential consumers and top-tier press in the country. Known as the BIGGEST Night of Play, the event returns to Pier Sixty in New York City. Sweet Suite will welcome 350+ members of the press, YouTube creators, and digital influencers to connect with toy brands to meet faceto-face and get hands-on with the hottest toys and games of the season.

Guests will play with hundreds of new toys and enjoy an exciting party atmosphere with tons of interactive elements, such as photo-ops, contests, games, and more. Attendees will also enjoy gourmet

food and cocktails, all while getting a first look at new product reveals and making new industry connections. Last year at Sweet Suite, members of the press and top-tier digital influencers enjoyed oneon-one time with representatives from more than 80 of the hottest kids’ brands and properties on the market, including VTech, Just Play, Bandai Namco Entertainment, Jazwares, Nintendo, Kid Trax, Blip Toys, Jakks Pacific, Basic Fun!, Crayola, Hasbro, PlayMonster, Mattel, LEGO, WowWee, Spin Master, Moose Toys, and more.

Enormous swag boxes will be shipped directly to attendees’ homes after the event, sparking a resurgence in social media impressions and ensuring that influencers and journalists have products onhand to review and share unboxing videos with their followers.

The What’s Poppin’ lounge, sponsored

by the Pop Insider, also returns this year with a wide array of pop culture products from companies that #fuelyourfandom.

Cosplayers and products featuring entertainment brands fans love will fill the lounge with geeky goodness.

Additionally, on Sept. 23, the Toy Insider and the Toy Book will host the ninth annual Holiday of Play event in New York City. At this launch party, more than 200 members of the media will be the first to see the Toy Book’s Hot 20, 12 Under $12, and STEM 10 hot holiday toy picks, as well as meet with top manufacturers right before the holiday season.

Sponsors have already begun to reserve space at Sweet Suite and Holiday of Play 2020. If you’re interested in securing early-bird rates for these events, contact Jackie Breyer at jackie@toyinsider.com or James Devin at jd@toyinsider.com. »

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 11

Sweet Suite 1-20.indd 11

12/11/19 12:06 PM

INDUSTRY UPDATE

TOYS “R” US OPENS FIRST NEW STORE CONCEPT IN THE U.S.

For a more in-depth look at Toys “R” Us, turn to page 16.

Tru Kids Brands’ reimagined shopping experience officially opened on Nov. 27 in Paramus, New Jersey.

The first new Toys “R” Us store to open since the total liquidation and closure of the iconic chain in June 2018 is presented in collaboration with b8ta, a software-powered experiential retailer.

The new store on the upper level of the Westfield Garden State Plaza features a wide assortment of toys, games, and books from Hasbro, Mattel, MGA Entertainment, Spin Master, Moose Toys, Wicked Cool Toys, Schleich, LEGO, Nintendo, WowWee, and others.

The location also features activity spaces, including Geoffrey’s Tree House, Geoffrey’s Magical Mirror, and the Play-A-Round Theater — a multipurpose space for live events, demos, parties, and gatherings. Geoffrey himself will be on hand to greet families at various times each day. »

BABY YODA TOYS AND COLLECTIBLES ARE ON THE WAY FROM MATTEL, HASBRO, AND MORE

After the premiere of Star Wars’ The Mandalorian on Disney+ in November, the demand for product based on the Child (aka Baby Yoda) seemed to catch

everyone off guard. By mid-December, fans could purchase only four toys and collectibles based on the adorable character: an 11-inch vinyl head plush from Mattel, two Funko Pop! figures, and a puzzle from Buffalo Games. All were preorders, with product scheduled to ship after the holiday season.

According to Disney, toys and products from additional licensors — including Hasbro and LEGO — will be available at retail this year. »

PLAYMONSTER GROWS WITH ACQUISITION OF KAHOOTZ TOYS

Wisconsin-based PlayMonster LLC has acquired the assets of Michigan-based Kahootz Toys, the company behind 17 popular arts and crafts brands, including Y’Art, Spirograph, Colorforms, Fashion Plates, Waterfuls, and more. Bambini Partners served as special advisors to Kahootz Toys in connection with the transaction.

Acquisitions have fueled PlayMonster’s growth in recent years, adding multiple

products and companies to its portfolio, including Automoblox, My Fairy Garden, Set Enterprises, and others. In November 2018, the company aligned with Audax Private Equity to gear up for further growth and transactions. »

THE TOY ASSOCIATION REVEALS TOY INDUSTRY HALL OF FAME INDUCTEES

This year, a trio of legendary toymakers will enter the Toy Industry Hall of Fame. Thomas Chan, founder and CEO of Playmates Toys Inc.; Thomas G. Murdough Jr., founder of Little Tikes, Step2, and Simplay3; and the late Harry Kislevitz, founder of Colorforms Corp., will be honored as Hall of Fame inductees at the 20th annual Toy of the Year Awards (TOTY) gala on Feb. 21. »

IMPERIAL TOY FILES CHAPTER 11 BANKRUPTCY, PREPS FOR SALE

A combination of challenging elements — including weather, tariffs,

The Child plush, from Mattel

12 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

Industry-Update_Dec/January.indd 12

12/13/19 10:35 AM

and the closure of Toys “R” Us — prompted Imperial Toy to file for protection under Chapter 11 of the U.S. Bankruptcy Code in the California Northern Bankruptcy Court of San Jose.

In November, Ja-Ru Inc. entered into a letter of intent to purchase Imperial Toy, and Imperial Toy hopes to have a courtapproved auction completed in time for the ramp-up to the spring selling season. CEO Peter Tiger says day-to-day operations, and customer service will continue uninterrupted. »

MAKE IT REAL ACQUIRES THREE CHEERS FOR GIRLS

Baltimore-based craft and activity company Make it Real acquired tween lifestyle brand Three Cheers for Girls (3C4G). The companies began operating as one unit on Jan. 1, offering customers a complete range of tween lifestyle, creative play, activity, cosmetics, and licensed products.

Make it Real is known for its creativity kits that span fashion, jewelry, home decor, and beauty. Many feature licenses, including Disney and Juicy

Industry-Update_Dec/January.indd 13

Couture. Popular products from 3C4G include on-trend items and seasonal assortments, including squishy pillows, fashion accessories, makeup, bath fizzies, bags, and more. »

RYAN TOYSREVIEW REBRANDS, ADDS A JAPANESE CHANNEL

In October, popular YouTube personality Ryan Kaji’s channel officially ditched the clunky Ryan ToysReview moniker in favor of the much more brand-friendly Ryan’s World. The name now matches the branding established by pocket.watch across his licensing partnerships, which extend to toymakers including Bonkers Toys, Just Play, and Jada Toys.

In November, the young YouTuber expanded his network with a Japanese channel, which will feature dubbed versions of his videos. Over the past year, Kaji and his family’s Texas-based production company, Sunlight Entertainment, has grown to a staff of 28 employees. Sunlight manages nine YouTube channels, including Ryan’s World, Ryan’s

World Español, Ryan’s World in Japanese, EK Doodles, Ryan’s Family Review, Vtubers, Combo Panda, Gus the Gummy Gator, and the Studio Space. »

THE LEGO GROUP ACQUIRES BRICKLINK TO CONNECT WITH GROWING ADULT FANBASE

In December, the LEGO Group entered into an agreement with NXMH to acquire Bricklink, the world’s largest online community of adult LEGO fans. The acquisition also includes Sohobricks, which makes small batches of building elements.

Dan Jezek founded Bricklink in 2000 as a way to connect like-minded adult LEGO fans from around the world.

Bricklink has amassed more than 1 million members and features an online marketplace of more than 10,000 stores from 70 countries alongside a digital building software builders can use to design and showcase their creations. »

STAY CONNECTED! @ToyBook

12/13/19 10:35 AM

ASTRA’S INSIGHTS

TO-DO LIST TOO LONG? Put ASTRA on your team.

by KIMBERLY MOSLEY, president, American Specialty Toy Retailing Association SMALL BUSINES IS A BIG TOPIC IN ANY discussion about the economy, jobs, and politics. One reason is that most employers in the U.S. are, in fact, small businesses.

According to the Small Business and Entrepreneurship Council, 89% of American companies have fewer than 20 workers.

That statistic covers most members of the American Specialty Toy Retailing Association (ASTRA) who are retailers and many others who are sales representatives or manufacturers.

Because so many of us in the independent toy industry operate with a small staff, it’s likely that a large percentage of our members have something in common beyond their love for quality toys, especially during the all-important fourth quarter: sleep deprivation.

We cannot give you extra hours in your day; however, in some parts of your work, perhaps ASTRA can help you accomplish more with the hours you do have. We are always looking for ways to help members leverage their time and energy so they can get to the “grow my business” part of their to-do lists.

Here are some ways that having ASTRA on your team can give you leverage.

JAZZ UP YOUR IN-STORE ACTIVITIES Events are great friend-makers, but it takes a lot of work to come up with winning ideas and get all the details in place. If you are doing an event for Neighborhood Toy Store Day, for example, ASTRA does some of the work by providing ideas for your celebration, creating turnkey marketing and PR resources and arranging play-day kits and other materials to use at your event. For other times of the year, take another look at those planning resources and repurpose them to attract store traffic. You can also shortcut your way to fresh, in-store programming by idea-sharing with ASTRA members through ASTRA Connect, the online member community, or through direct outreach.

JUMPSTART YOUR PUBLIC RELATIONS PROGRAM WITH ASTRA RESOURCES You have the best toys in town and a pretty good list of your customers’ email addresses. You’re getting your brand out there on social media, which mostly reaches those toy buyers who already know about you. But you just don’t have the time to create the media list and write the press releases that could introduce your store to a much larger audience through traditional media and local mommy bloggers.

Wouldn’t it be a huge business boost if they helped you get your photogenic toy store on the evening news just before the winter holidays, Valentine’s Day, or Easter?

ASTRA members get a regional media list and carefully crafted press release templates to support their Neighborhood Toy Store Day activities.

“We cannot give you extra hours in your day; however ... perhaps ASTRA can help you accomplish more with the hours you do have.”

These resources are great for that event, and even better for repurposing and using all year long. Check out ASTRA webinars, such as “Get Ready for the Next Media Moment,” which walks you through the essentials of a successful public relations program. They are made for Neighborhood Toy Store Day, but they are yours to repurpose.

SAVE TIME WITH BUSINESS SERVICES VETTED BY ASTRA Every small business needs insurance, legal advice, information and technology services, affordable shipping, and other vendor-provided resources that your purchasing department needs to research and select. Wait, … you don’t have a

purchasing department? ASTRA helps perform aspects of that function by finding reliable vendors willing to provide you with discounts or other deals because you are an ASTRA member.

Of course, there are some things that only you can do for your business because they require your unique understanding of your brand and your community. However, joining forces makes sense for other things, such as sharing information and experiences to create resources that each individual member can tailor and repurpose. That’s where ASTRA comes into play.

As we head into a new year and decade, give yourself extra bandwidth (and maybe even a better night’s sleep) by putting ASTRA on your team. Take another look at all of the services, resources, education, programming, and materials ASTRA has available, then leverage and repurpose your way to a strong year. » Kimberly Mosley, president of the American Specialty Toy Retailing Association, is an experienced, award-winning, results-oriented association executive with a long track record of success in managing association operations, developing innovative programs, and growing revenue.

14 THE TOY BOOK | DECEMBER /JANUARY 2020 | toybook.com

Astra_DecJan20.indd 14

12/13/19 10:40 AM

TOY ASSOCIATION UPDATE

TREND SPOTTING From the TOTYs to Toy Fair New York

by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association WHILE THE TOY ASSOCIATION’S recently unveiled Toy of the Year (TOTY) Award nominees are offering families a range of trending toy gifts to choose from this holiday season, the Association’s trends team has already turned its attention to the hottest toys for 2020, set to be unveiled at Toy Fair New York in just a couple of months.

“Gift-givers who are now on the hunt for incredible toys vetted by our esteemed TOTY judges — including tech toys, family board games, hot collectibles, skill-building science and artistic kits, and more — are flocking to toyawards.org for ideas that are sure to bring on the biggest smiles Christmas morning,” says Adrienne Appell, senior director of strategic communications at The Toy Association.

“But within the industry, our trends team is already mapping out the trends for next holiday season, as we anticipate unveiling the top trends of the year at Toy Fair New York 2020.”

The trends team begins to intensify its work in October at Toy Fair Dallas and in Los Angeles-area showrooms (and beyond), where the group meets with hundreds of companies to collect embargoed details about the following year’s cutting-edge toys and games that can be included in future broadcast and print

media opportunities — and used to formulate the official top trends announced at Toy Fair.

“Our main goal is to stay up to speed on what’s trending with kids so that we can accurately speak to our members’ products and promote the valuable impact their toys have on the healthy development of children,” Appell notes. “We also strive to have a deep understanding of what’s happening in other industries to ensure that we are in tune with the likes and dislikes of millennial families and what influences their purchasing habits.”

Following the fall marketplace, the team continues to meet with companies before sitting down as a group to discuss major themes and fads that are emerging.

For example, last year it was apparent that a number of companies were incorporating new play patterns and features into unboxing toys, encouraging new ways to discover, unwrap, play with, trade, and display these collectibles — and with that, The Toy Association’s Unboxing 2.0 trend was born and went on to become one of the biggest fads of the year. It was also noted that family-friendly movies (Toy Story 4, Frozen 2, etc.) and the escalating popularity of YouTube and other online influencers (Ryan’s World, JoJo Siwa, etc.) would give licensed toys a boost.

The team is monitoring how these trends might continue to unfold and evolve in the next year.

When Toy Fair New York opens its doors on Feb. 22, The Toy Association will be ready to reveal its final list of the hottest trends of the year in a special Toy Trends Briefing presentation for media, buyers, and other show attendees. Hundreds of thousands of toys and games displayed by about 1,000 Toy Fair exhibitors will help confirm the trend experts’ predictions, as will a variety of outside factors, including developments in education, pop culture, fashion, technology, and the economy. This year’s Toy Trends Briefing will take place on the first day of Toy Fair and will include products culled from the show floor. It’s a not-to-be-missed session for play professionals in search of unique new toys that are expected to drive global industry sales through the next holiday season.

“Keeping up with what’s trending among kids is no easy task for the toy industry, which is why our trends team works year-round to stay in the know about the next hit toys and games. Our seminar at Toy Fair represents the culmination of our work to track and identify what will resonate with families. We can’t wait to share what’s in store for 2020!”

Toy Fair New York will be held from Feb. 22-25. Full event details are available at toyfairny.com.

TOTY winners will be announced on Friday, Feb. 21 at an industry gala in New York City. Visit totyawards.org for event and ticketing information. »

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 15

Update_DecJan20.indd 15

12/13/19 10:19 AM

How Toys “R” Us Is Attempting a U.S. Comeback

by JAMES ZAHN, senior editor 18 MONTHS AGO, TOYS “R” US WAS seemingly closing the books in the U.S. on a 70-year legacy for the company. Founded

by Charles Lazarus, Toys “R” Us grew from a single Children’s Bargain Town into “The World’s Biggest Toy Store,” known to families around the globe.

The flameout was spectacular: an unexpected and rapid decline that followed years of simmering problems that finally bubbled over the top. Crippled by massive debt from a leveraged buyout, the company didn’t invest in its stores and infrastructure until it was too late, which, paired with smaller missteps, resulted in tarnished consumer perception and the company’s ultimate failure to survive reorganization via bankruptcy. It finally shuttered its U.S. stores in June 2018.

When the owners of the Toys “R” Us IP reemerged as Tru Kids Brands — the new parent of Toys “R” Us, Babies “R” Us, Geoffrey the Giraffe, and more than 20 established toy and baby brands — ahead of Toy Fair New York last year, the industry reaction was mixed at best. Rumors and speculation fueled by offhand remarks and

announcements devoid of real information brought forth strong opinions from many who felt they’d been personally burned in the collapse. Basic Fun! CEO Jay Foreman — whose company lost millions in the collapse — was among the most outspoken. “I’m certainly skeptical when I read a statement like ‘new management team,’ ” he told the New York Post. “These are the same leaders and same financial partners that were around for the demise of the company.”

FIRST SIGNS OF A COMEBACK

Geoffrey the Giraffe made an appearance at Toy Fair Dallas 2018 just four months after the closure. The unannounced visit from the 7-foot character took many by surprise.

“At the time, I didn’t know whether to hug him or to punch him in the stomach,” says Richard Gottlieb of Global Toy Experts. “He was too tall to punch in the face.”

Geoffrey’s Toy Box kept the house

brands in front of consumers to a limited extent during the first holiday season without the parent company. Pallet shippers and endcap displays featuring Journey Girls and

Toys “R” Us in Paramus, New Jersey.

Imaginarium products surfaced at regional retailers, including Kroger grocery stores and the recently shuttered Shopko.

Popping up in other retailers is one thing, but how could Tru Kids Brands resurrect Toys “R” Us in “a completely new and reimagined way,” as promised by Tru Kids’ president and CEO Richard Barry, the former chief merchandising officer at the previous incarnation of the company?

It’s all about partnerships, and the company planted the first seeds overseas.

TRU DOWN UNDER

In June, Tru Kids revealed a partnership with Hobby Warehouse to relaunch Toys “R” Us and Babies “R” Us in Australia and, for the first time, New Zealand. The immediate focus was placed on e-commerce, with Hobby Warehouse operating new websites for both brands under license from the U.S. parent. Pending the success of the online endeavor, Hobby Warehouse says it plans to launch physical Toys “R” Us and Babies “R” Us “experience centers” this year.

“Our mission is to encourage children to engage with as many forms of play as we possibly can,” says Hobby Warehouse CEO Louis Mittoni. “Hobby Warehouse is a digital native with a keen understanding of how to accelerate and match the requirements of the modern shopper.”

THE TRU X B8TA EQUATION

In July, Tru Kids teamed up with software-powered experiential retailer b8ta on plans to bring Toys “R” Us stores back to the U.S. with a pair of stores located at the Galleria in Houston, a Simon Mall, and in Westfield Garden State Plaza in Paramus, New Jersey. The small-scale stores are big on experiences and open play spaces, where kids can experience new toys out of the box.

At its core, the new stores leverage b8ta’s Retail as a Service (RaaS) platform, which “enables brands to actively manage their in-store experiences and measure how offline experiences translate into online sales.”

Those brands invest in their in their own spaces within the stores.

16 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

TRU Comeback.indd 30

12/13/19 10:19 AM

In September, Jamie Uitdenhowen — fresh from a stint as chief merchandising officer at Party City — rejoined Toys “R” Us as president of Toy Retail Showrooms, a new joint venture created to operate and manage the new Toys “R” Us stores in the U.S. Uitdenhowen previously served as vice president and general manager at Toys “R” Us, overseeing all merchandising decisions.

At Party City, Uitdenhowen led the Toy City initiative, which included 50 seasonal pop-up stores that sought to capture lost TRU market share for the 2018 holiday season.

THE INSTAGRAMMABLE EXPERIENCE: TRU X CANDYTOPIA

In October, the Toys “R” Us Adventure opened two limited-run engagements in Chicago and Atlanta. The joint effort in collaboration with Candytopia is a multisensory play space. Schleich, Spin Master, and Melissa & Doug signed on to sponsor themed experience rooms: a PAW Patrol Adventure Bay lookout tower and photo-op, a Melissa & Doug play area, and a Schleich jungle in which kids can pretend to outrun a T. rex.

Each experience also includes opportunities to dance and play with Geoffrey before taking a leap into a massive ball pit. While not a store, specifically, a small gift shop offers families a chance to purchase toys from participating sponsors.

Response to the first experiences has been mixed, with consumer criticism pointing to the ticket prices, which are $28 for adults and $20 for kids, meaning that the hour-long visit for a family of four is a $96 investment, not counting parking. The Chicago Tribune compared the event to a children’s museum, and called it “a branding experiment masquerading as a play space.“ IF YOU CAN’T BEAT ‘EM: TRU X TARGET

One of the biggest questions regarding the U.S. relaunch of Toys “R” Us was answered when Target came on board to power sales through the Toys “R” Us website and for online orders placed in store. Fulfillment was long regarded as perhaps the biggest challenge, considering that the infrastructure of the original company was dismantled.

“Our U.S. strategy is to bring back the Toys ‘R’ Us brand in a modern way through a strong experiential and content-rich omnichannel concept,” Barry says. “The foundation of that strategy requires the help of a retail industry leader, and Target is the ideal retailer to support a new Toys ‘R’ Us shopping experience, which is designed to provide families with endless ways to discover, play, and enjoy toys. Target will help us deliver on that experience with its toy assort-

ment, digital strength, and ability to deliver orders to shoppers in a matter of hours.”

“How the times have changed in retail,” wrote Target’s Senior Strategist of Brand Marketing Michael Abata in a LinkedIn post following the news, hashtagging it with “#IfYouCantBeatEmJoinEm.”

At press time, the jury was still out regarding whether or not the collaboration was beneficial beyond helping Target capture some additional sales via the Toys “R” Us website, which, despite being devoid of content for nearly two years, was still pulling in a large amount of traffic. In essence, it’s running via an affiliate model, with the biggest benefit to Toys “R” Us seeming to be the in-store ordering option being offered at its new retail locations.

“Target’s leadership in toys, digital, and fulfillment are an unbeatable platform for Toys ‘R’ Us to reconnect with their fans while we introduce them to the ease and convenience of shopping at Target,” said Nikhil Nayar, senior vice president of merchandising at Target, in a release accompanying the initial partnership announcement.

THE FUTURE

Just in time for Black Friday, Tru Kids Brands’ first new Toys “R” Us store opened for business in New Jersey, with the Texas location following a week later.

The lean, 6,500-square-foot stores are staffed by “PlayPros” and feature an assortment of toys, games, and books from Hasbro, Mattel, MGA Entertainment, Spin Master, Moose Toys, Schleich, LEGO, Nintendo, and others. Top brands include L.O.L. Surprise!, Fisher-Price, Baby Shark, Monster Jam, Barbie, and more, with the opening timed to the peak selling period for licensed product based on Frozen 2 and Star Wars: The Rise of Skywalker. Still, some brands are conspicuously absent, such as Funko.

The initial reaction from consumers is overwhelmingly positive, with long lines seen throughout the holiday season. According to Uitdenhowen, hands-on demos are moving product, with Spin Master’s Juno My Baby Elephant the first sell-out item.

While two stores will hardly move the needle for the toy industry, a successful national chain is something that’s sorely missing in the U.S. and would be welcomed. Tru Kids expects to open as many as 10 new stores in top markets this year.

Now the focus moves toward Toy Fair New York and whether or not the industry is ready to offer full support to the reinvented Toys “R” Us 2.0. Can Geoffrey reclaim his toy retailing throne with a new concept based on interactive experiences? »

The former Toys “R” Us location in Matteson, Illinois.

HOW THE TOYS “R” US CLOSURE IS RESHAPING RETAIL AS WE KNOW IT When the sun set on Toys “R” Us, the fallout was unprecedented. For each question answered as to “how” and “why” the retailer ultimately shuttered, blame and finger-pointing eventually turned the corner from heated debate into thoughtful conversation about greater corporate accountability and moves toward more mindful and compassionate capitalism.

From tales of sensitive employee documents being left behind in abandoned stores to thousands of employees being denied promised severance, the impact on the bulk of Toys “R” Us workers put a massive target on the backs of the private equity firms tied to the bankruptcy, some of which are now working to resurrect the company.

The upstart Rise Up Retail organization became a national voice in drawing attention to the issues, ultimately claiming an unheard-of victory when Bain Capital and KKR — two of the three firms associated with the 2005 leveraged buyout of Toys “R” Us — established a $20 million financial assistance fund for former employees. This followed lobbying and petitioning on Wall Street, in Washington, D.C., and in more than 20 states.

In the months since, Rise Up Retail has joined forces with OUR Walmart under a new name: United for Respect. The larger organization now works toward gaining better wages and benefits for front-line retail workers in an age when the frequency of retail bankruptcies is increasing.

Ahead of the opening of Toys “R” Us’ first two stores with b8ta, Tru Kids Brands collaborated with the organization in an effort to re-hire former employees while establishing a “mirror board” on which select employees will serve, gaining access to company information in order to give workers a voice while offering candid advice, just as the board of directors does.

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 17

TRU Comeback.indd 31

12/13/19 10:19 AM

THE TOY ASSOCIATION UNVEILED 114 toy and game finalists for the prestigious 2020 Toy of the Year (TOTY) Awards.

Known as the Oscars of the toy industry, the TOTY Awards program recognizes the top playthings on the market — from STEM/STEAM and innovative toys to dolls, action figures, creative toys, and more. The program is also a vital fundraiser for The Toy Foundation, which annually delivers toys to millions of kids in need.

Finalists were announced by a group of well-known online influencers who serve as TOTY ambassadors. Play-lovers of all ages can vote for their favorite playthings in each of the 16 categories through Jan. 5 at toyawards.org. They can also browse toys, download shopping lists for the holidays, and enter for a chance to win one of 16 prize packages. Voters can also visit the homepage of toybook.com

to browse through each category and to scroll through each nominated toy. Each page also includes a link to vote for that category.

“From an extraordinary field of nominees carefully reviewed by expert judges, this year’s TOTY finalists truly represent our members’ ability to bring fun, laughter, discovery, and learning to kids across America and around the world,” says Steve Pasierb, president and CEO of The Toy Association. “We are proud to unveil these playthings in advance of the holiday season and celebrate the toy community’s enduring ability to inspire generations of play. Everyone is encouraged to cast their votes at toyawards.org and help decide the winners!”

The finalists were selected from 633 nominees submitted by 236 companies.

Eighteen judges, including toy and play experts, retailers, academics, and journal-

ists, reviewed and ranked the products in categories relevant to their areas of expertise. The judges then participated in a discussion to determine the finalists in each category. They considered each product’s creativity, design, play value, and marketing.

Winners in each category, as well as the coveted overall Toy of the Year winner and the People’s Choice winner (based solely on consumer votes), will be announced at the TOTY Awards gala on Friday, Feb. 21 at the Ziegfeld Ballroom in New York City. The celebration will kick off Toy Fair New York and include the induction of three trailblazers — Thomas Chan, founder and CEO of Playmates Toys Inc.; Thomas G. Murdough Jr., founder of Little Tikes, Step 2, and Simplay3; and the late Harry Kislevitz, founder of Colorforms Corp. — into the esteemed Toy Industry Hall of Fame. »

18 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

TOTY_DecJan2020.indd 18

12/16/19 12:01 PM

Jazwares_1-20.indd 1

12/6/19 7:56 AM

ACTION FIGURE ««

BAKUGAN DRAGONOID MAXIMUS TRANSFORMING FIGURE (SPIN MASTER)

««

DISNEY•PIXAR TOY STORY BASIC FIGURES (MATTEL)

««

HEROES OF GOO JIT ZU (MOOSE TOYS)

««

JURASSIC WORLD DESTROY 'N DEVOUR INDOMINUS REX (MATTEL)

««

MARVEL LEGENDS SERIES (HASBRO)

««

MY HERO ACADEMIA KATSUKI BAKUGO ACTION FIGURE (MCFARLANE TOYS)

««

POWER RANGERS BEAST MORPHERS BEAST-X ULTRAZORD FIGURE (HASBRO)

VEHICLE

Bakugan Dragonoid Maximus Transforming Figure

Heroes of Goo Jit Zu

OF THE YEAR

««

GRRRUMBALL (ALPHA GROUP U.S.)

««

HOT WHEELS MARIO KART DIE-CAST VEHICLE ASSORTMENT (MATTEL)

««

L.O.L. SURPRISE! 2-IN-1 GLAMPER (MGA ENTERTAINMENT)

««

MONSTER JAM MEGA GRAVE DIGGER REMOTE CONTROL VEHICLE (SPIN MASTER)

««

PJ MASKS PJ SEEKER (JUST PLAY)

««

STAR WARS D-O INTERACTIVE DROID (HASBRO)

««

OF THE YEAR

PJ Masks PJ Seeker

X-Power Dozer

X-POWER DOZER (JAKKS PACIFIC)

20 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

TOTY_DecJan2020.indd 20

12/13/19 10:46 AM

Untitled-14 1

12/6/19 7:54 AM

GAME

OF THE YEAR

««

FUNKOVERSE STRATEGY GAME (FUNKO)

««

HEIST (MEGABLEU USA)

««

MS. MONOPOLY BOARD GAME (HASBRO)

««

ORANGUTWANG (PLAYMONSTER)

««

PICTIONARY AIR (MATTEL)

««

DISNEY VILLAINOUS: EVIL COMES PREPARED (RAVENSBURGER)

««

THROW THROW BURRITO (EXPLODING KITTENS)

««

UNO BRAILLE (MATTEL)

INFANT/TODDLER ««

TOY OF THE YEAR

FISHER-PRICE LINKIMALS (MATTEL)

INNYBIN «« (FAT BRAIN TOY CO.) ««

WORLD OF ERIC CARLE SHAPE ACTIVITY CUBE (KIDKRAFT)

««

LEAPBUILDERS 123 FIX-IT TRUCK (LEAPFROG)

««

MIX & MATCH-A-SAURUS (VTECH)

««

MUSICAL LILI LLAMA (THE MANHATTAN TOY CO.)

««

TINKER TRUCK (RADIO FLYER)

World of Eric Carle Shape Activity Cube

Mix & Match-a-Saurus

22 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

TOTY_DecJan2020.indd 22

12/13/19 10:46 AM

Untitled-8 1

12/5/19 10:42 AM

PRESCHOOL «

DEMO DUKE (SPIN MASTER)

«

CODING CRITTERS (LEARNING RESOURCES)

«

KID TRAX RIDEAMALS UNICORN (KID TRAX)

«

KINDI KIDS (MOOSE TOYS)

«

MYLA THE MAGICAL UNICORN (VTECH)

Peppa Pig’s Magical Parade Floats

«

PEPPA PIG’S MAGICAL PARADE FLOATS (JAZWARES)

«

WILD ONES (RAZOR USA)

DOLL «

TOY OF THE YEAR

Kid Trax Rideamals Unicorn

OF THE YEAR

BALLERINA DREAMER DANCING BALLERINA (HUNTER PRODUCTS) Ballerina Dreamer Dancing Ballerina

CANDYLOCKS BASIC DOLL « (SPIN MASTER) «

CREATABLE WORLD (MATTEL)

«

CRY BABIES – KRISTAL GETS SICK & FEELS BETTER (IMC TOYS)

«

DISNEY FROZEN 2: “INTO THE UNKNOWN” ELSA DOLL (JAKKS PACIFIC)

«

DISNEY PRINCESS RALPH BREAKS THE INTERNET — COMFY PRINCESS ASSORTMENT (HASBRO)

«

L.O.L. SURPRISE! O.M.G. FASHION DOLLS (MGA ENTERTAINMENT)

Cry Babies – Kristal Gets Sick & Feels Better

24 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

TOTY_DecJan2020.indd 24

1/22/20 2:42 PM

Untitled-11 1

12/5/19 12:45 PM

STEM/STEAM

TOY OF THE YEAR

««

AMAZING RESCUE 50PC SET (MAGFORMERS)

««

ARTIE 3000 (EDUCATIONAL INSIGHTS)

««

BEAKER CREATURES ALIEN EXPERIMENT LAB (LEARNING RESOURCES)

««

CRAYOLA COLOR CHEMISTRY ARCTIC LAB (CRAYOLA)

««

GUMBALL MACHINE MAKER (THAMES & KOSMOS)

««

LEGO BOOST STAR WARS DROID COMMANDER (LEGO)

««

MECH-5 MECHANICAL CODING ROBOT (ELENCO)

CREATIVE

Gumball Machine Maker

TOY OF THE YEAR

««

BLINGER (WICKED COOL TOYS)

««

COOL MAKER GO GLAM NAIL STAMPER (SPIN MASTER)

««

CRAYOLA GLITTER DOTS (CRAYOLA)

««

LITTLEBITS ELECTRONIC MUSIC INVENTOR KIT (SPHERO)

««

SMART PIXELATOR (FLYCATCHER)

««

STAR WARS: GALAXY’S EDGE DROID DEPOT CUSTOM ASTROMECH UNITS (DISNEY PARKS)

««

Y’ART CRAFT KIT (KAHOOTZ)

26 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

TOTY_DecJan2020.indd 26

12/13/19 10:46 AM

Magformers_1-20.indd 1

12/6/19 7:56 AM

INNOVATIVE ««

COMICAM THE INSTANT COMIC CAMERA (HANGZHOU RULEI TECHNOLOGY)

««

HARRY POTTER INVISIBILITY CLOAK (WOW! STUFF)

««

HOT WHEELS ID SMART TRACK KIT (MATTEL)

««

HOT WHEELS TECHMODS (MATTEL)

««

ROCKIT TWIST (LEAPFROG)

««

SHASHIBO (THE SHAPE SHIFTING BOX) (FUN IN MOTION)

««

TORI EXPLORER PACK (BANDAI NAMCO ENTERTAINMENT)

TOY OF THE YEAR

Harry Potter Invisibility Cloak

OUTDOOR

TOY OF THE YEAR

««

CRAZY CART SHIFT (RAZOR USA)

««

CREATE A CASTLE (CREATE A CASTLE)

««

EZYROLLER DRIFTER X (EZYROLLER)

««

GLOBBER GOUP COMFORT (INCREDIBLE NOVELTIES)

««

MY BUDDY WHEELS (YVOLUTION USA)

««

TOILET PAPER BLASTERS SHEET STORM (JAKKS PACIFIC)

««

X-SHOT FAST-FILL (ZURU)

X-Shot Fast-Fill

My Buddy Wheels

28 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

TOTY_DecJan2020.indd 28

12/13/19 10:46 AM

TOY_WowStuff.indd 1

12/6/19 7:57 AM

PLUSH

TOY OF THE YEAR

««

CUTETITOS (BASIC FUN!)

««

DOLCE SAFARI ADVENTURE (MAGFORMERS)

««

LITTLE LIVE SCRUFF-A-LUVS REAL RESCUE ELECTRONIC PET (MOOSE TOYS)

««

PINKFONG BABY SHARK SONG PUPPETS WITH TEMPO CONTROL (WOWWEE)

««

POMSIES LUMIES (SKYROCKET)

««

SHIMMER STARS (KD GROUP)

««

RAINBOCORNS ULTIMATE SEQUIN SURPRISE SERIES 2 (ZURU)

COLLECTIBLE ««

BLUME (SKYROCKET)

««

HAIRDORABLES DOLLS SERIES 3 (JUST PLAY)

««

L.O.L. SURPRISE! WINTER DISCO SERIES (MGA ENTERTAINMENT)

««

LUCKY FORTUNE (WOWWEE)

««

MY SINGING MONSTERS COLLECTIBLE MUSICAL FIGURES (PLAYMONSTER)

««

PULP HEROES SNAP BOTS (FAR OUT TOYS)

««

SHOPKINS REAL LITTLES LIL’ SHOPPER PACK (MOOSE TOYS)

Dolce Safari Adventure

OF THE YEAR

Pulp Heroes Snap Bots

30 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

TOTY_DecJan2020.indd 30

12/13/19 10:46 AM

Untitled-2 1

12/11/19 2:24 PM

SPECIALTY

TOY OF THE YEAR

««

AIRFORT (AIRFORT)

««

HAPE EMERGENCY SERVICES HEADQUARTERS (HAPE)

««

LEGO IDEAS CENTRAL PERK (LEGO)

««

LEGO STRANGER THINGS THE UPSIDE DOWN (LEGO)

««

LITTLEBITS SPACE ROVER INVENTOR KIT (SPHERO)

««

OOMBEEBALL (FAT BRAIN TOY CO.)

««

THINKING PUTTY PUZZLE (THINKFUN)

PLAYSET

OombeeBall

OF THE YEAR Playmobil Mars Space Station

««

BEYBLADE BURST TURBO SLINGSHOCK CROSS COLLISION BATTLE SET (HASBRO)

««

DISNEY FROZEN ULTIMATE ARENDELLE CASTLE PLAYSET (HASBRO)

««

HAPE FIRE STATION (HAPE)

««

HOT WHEELS COLOSSAL CRASH TRACK SET (MATTEL)

««

L.O.L. SURPRISE! WINTER DISCO CHALET (MGA ENTERTAINMENT)

««

PLAYMOBIL MARS SPACE STATION (PLAYMOBIL)

««

TIMBER TOTS (FAT BRAIN TOY CO.) Beyblade Burst Turbo Slingshock Cross Collision Battle Set

32 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

TOTY_DecJan2020.indd 32

12/13/19 10:46 AM

Untitled-10 1

12/5/19 12:40 PM

CONSTRUCTION ««

ERECTOR BY MECCANO, INVENTOR SET, INTRO TO ROBOTICS (SPIN MASTER)

««

FISHER-PRICE WONDER MAKERS DESIGN SYSTEM BUILD AROUND TOWN STARTER KIT (MATTEL)

««

LEAPBUILDERS ABC SMART HOUSE (LEAPFROG)

««

LEGO CITY DEEP SPACE ROCKET AND LAUNCH CONTROL (LEGO)

««

LEGO MARVEL IRON MAN HALL OF ARMOR (LEGO)

««

MY ROBOTIC PET — TUMBLING HEDGEHOG (THAMES & KOSMOS)

««

VEX CATAPULT 2.0 (HEXBUG)

LICENSE

TOY OF THE YEAR

LeapBuilders ABC Smart House

VEX Catapult 2.0

OF THE YEAR

««

BABY SHARK (PINKFONG)

««

BARBIE 60TH ANNIVERSARY PROGRAM (MATTEL)

««

JOJO SIWA (NICKELODEON)

««

MARVEL AVENGERS: ENDGAME (DISNEY/MARVEL LICENSING)

««

PAW PATROL MIGHTY PUPS SUPER PAWS (SPIN MASTER)

««

POKÉMON (THE POKÉMON CO. INTERNATIONAL)

««

RYAN’S WORLD (POCKET.WATCH)

««

TOY STORY 4 (THE WALT DISNEY CO.)

34 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

TOTY_DecJan2020.indd 34

12/13/19 10:46 AM

Untitled-7 1

12/5/19 10:38 AM

Silvergate launches a consumer program for the innovative series.

by MADELEINE BUCKLEY, associate editor IN SEPTEMBER 2018, A BLUE-HAIRED little girl named Hilda made her Netflix debut, spending a day in the forest sketching a rock troll with her pet deer-fox Twig, cozying up to drink tea by the fire, and saving her world from a species of tiny, invisible people — and that’s just in the pilot episode.

In each episode of Hilda, a 2D animated series from Silvergate based on the series of graphic novels by Luke Pearson, Hilda explores the magical wilderness and world around her.

The series, with its unique visual style and color palette and its adventurous titular heroine — voiced by Game of Thrones’ Bella Ramsey — gained popularity and found an avid, niche fanbase that includes both kids and adults. Its second season is set to debut this year, with a third season already in the works.

According to Lisa Macdonald, senior vice president of consumer products and content sales at Silvergate

Media, Hilda is successful for a variety of reasons. In many ways, she says, the show follows the trend of anime and anime-like properties becoming more popular.

However, she says Hilda also breaks many of the stereotypes typically found in female-led properties. “[Hilda] offers a fantastic alternative to the kind of pink, girly-girly, more mass market and often movie-led heroines that are out there currently,” Macdonald says.

“She’s a very strong and positive role model. She has a huge amount of empathy, which I think is incredibly important, particularly in the current climate, for both the world around her and the creatures within it.”

At the end of last year, Silvergate Media opened up the Hilda brand for licensing opportunities. The show’s consumer products program started with a print-ondemand Zazzle shop in September, but it officially kicks off with GUND, its first partner for licensed products, early this year.

GUND, a Spin Master subsidiary, is known for creating premium plush characters for the specialty market. Its Hilda line will be based on creatures and characters from the show.

“We’re huge fans of Hilda and admire the magical connection she has created with kids,” says Lauren Duchene, vice president of marketing and global business unit lead at GUND. “Together with this partnership, we believe that there is an amazing opportunity to connect Hilda’s characters beyond the screen and into the homes of

fans, creating a special bond.”

Amy Koudelka, senior vice president of product development and brands at Silvergate, says GUND is the right fit for Hilda because the plush line will appeal to both kids and adult collectors, and because GUND is more of a specialty brand.

“They can get a lot of the great features and little Easter eggs in the product that you wouldn’t necessarily get with other places,” she says. “So it’s great.”

This specialty component is something Macdonald applies to the entire Hilda property, calling it a more niche program.

“We’re mindful of the kind of place where Hilda will fit, …” she says. “We’re sort of not billing it as this big, mass-market property. We’re billing it as this great niche property for the fans.”

Looking into the new year, the Hilda team hopes to expand licensing into additional categories, including apparel, accessories, toys, collectibles, and games. Koudelka’s dream products would be a Hilda tent or fashion lines, while Macdonald is excited about stationery and dress-up possibilities.

“Once people get into [Hilda], they’re really into it. It seems that there’s not a half-way,” Macdonald says. “The consumer products range is really exciting in terms of launch because it gives another angle for fans to get involved with Hilda’s world and to own a piece of that world. ... And that’s important for us as well to make sure that we constantly engage with and give those fans a little bit extra.” »

Twig GUND plush

36 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

Hilda.indd 36

12/13/19 11:04 AM

XX THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

SpielwarenmesseCover_DecJan20.indd 42

12/13/19 11:35 AM

38 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

SpielStatShot_DecJan20.indd 42

12/13/19 11:39 AM

SPIELWARENMESSE

THE SPIELWARENMESSE ENTERS 71st YEAR A Spotlight on Electronic Toys, Licensing, Models, & More THE GLOBAL TOY INDUSTRY IS buzzing in preparation for the annual pilgrimage to the Spielwarenmesse. Everyone from hopeful start-ups to prestigious brands are heading over to the 71st international toy fair in Nuremberg, Germany to get the pulse on the latest trends, innovations, and forecasts in the trade. The Toy Book spoke with Spielwarenmesse eG CEO Ernst Kick about what to expect from the show this year.

Toy Book: Following the fair’s 70th anniversary last year, what are the most exciting changes or additions to this year’s Spielwarenmesse?

Ernst Kick: At the 70th Spielwarenmesse, we made some major changes to our product groups. We responded, for example, to the rising demand for electronic toys by creating an eponymous product group. We also generated synergies by merging the Model Construction segment with Model Railways. This enabled us to offer similar target groups the full breadth of choice all in one place, reducing mileage for visitors.

We launched a new special area known as Showtime, giving exhibitors from the product groups Festive Articles, Carnival, and Fireworks a fantastic opportunity to present their latest fancy-dress costumes on the catwalk. Last but not least, we expanded our activities in the licensing segment by introducing the LicenseTalks at the Toy Business Forum.

TB: Was there any specific feedback last year that resulted in changes to this year’s show? How did last year's new additions turn out? Did you make any further adjustments to Electronic Toys or Showtime this year to make them even better?

EK: The changes were all warmly received by our trade visitors, prompting us to add several enhanced features to the new product groups and special areas in time for the 71st Spielwarenmesse.

The Tech2Play activity area, for example, which is embedded in the product group Electronic Toys, will incorporate a new exhibition format. Start-ups or newcomers that specialize in electronic toys and want to try out the Spielwarenmesse for the first time can book small presentation areas to showcase their products.

TB: One of this year's trends is “Toys for Future.” Why is sustainability in play so important? How can the toy industry contribute to helping the environment?

EK: Sustainability is extremely important in all aspects of our lives and should likewise be treated as a given for toys — not least because consumer demand for sustainable toys is on the rise. Having said that, awareness in many parts of the world is unfortunately not as strong as it could be. Although sustainability starts in the selection of materials, it doesn’t end there.

Companies also need to operate sustainably; this includes everything from the production processes to the final product and even the distribution channels.

TB: Looking at the “Be You!” trend, in what ways do you think the toy industry can be more inclusive?

EK: The “Be You!” trend stands for tolerance. Young children don’t generally make judgments based on outer appearances, ethnicity, or religion.

Playing together breaks down barriers and increases empathy. This trend also

embraces products that support people with special needs. Patients with diseases such as dementia or Parkinson’s, for example, often respond well to games used in therapy. We don’t want to be in any way prescriptive here, so we’re just putting a few ideas and possibilities out there. The TrendGallery at the Spielwarenmesse showcases all three trends, which are brought to life with relevant products.

TB: What are the can’t-miss highlights at this year’s show?

EK: As the world’s leading toy fair with 18 halls and 1 million products, the entire Spielwarenmesse is one huge highlight.

Our activity zones and special areas are additional sources of inspiration. Retailers and buyers can deepen their industry knowledge at the Toy Business Forum, which features talks by experts on a different topic area every day. The events organized by us and the exhibitors themselves will create the best experiences and lasting memories. After closing hours, the party continues in Nuremberg, otherwise known as ToyCity. In fact, often the most fruitful conversations between industry members take place after hours in a relaxed atmosphere, be it at the Irish pub or a bar.

TB: How can attendees make the most of the show?

EK: Good preparation is key. Visitors are supported in their planning by our social media activities and the Spielwarenmesse app, which features the hall plans. Visitors can also use it to search for exhibitors, licensed products, or trends. It’s definitely a good idea to book your hotel accommodation well in advance. Like last year, we’re expecting around 2,900 exhibitors and 70,000 visitors from all over the world.

I’d also like to invite your readers to the fair so that they too can experience the spirit of play. »

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 39

Ernst_DecJan20.indd 39

12/13/19 10:10 AM

SPIELWARENMESSE 2020 The Place for Opportunity and Seeing What’s Ahead

by CHRISTOPHER BYRNE, The Toy Guy, president, Byrne Communications ANOTHER TRADE SHOW? REALLY? The dizzying round of shows stretching from Hong Kong and Dallas in October to New York in February can sometimes feel daunting to people in the toy industry. Yet the benefits go well beyond the accumulation of frequent flyer miles. Even in a business environment where so much is done online, trade shows are hardly a relic of the past. Rather, they are an essential tool for education on the latest industry development, expansion of distribution, and experiencing the range of product offerings, as well as seeing the emerging trends that will potentially drive the business in the year ahead. All of this is to say nothing of the networking opportunities and person-to-person contacts that are still essential to the business.

The 71st Spielwarenmesse in Nuremberg, Germany, running from Jan. 29-Feb. 2, remains the largest toy trade show in the world, showcasing more than 1 million products. Taking up 12 full halls (14 if you add in 3A and 4A), one almost needs endurance training to see it all. Still, it is worth it. (And who doesn’t want a chance to work off all those great Nuremberg sausages and other German food?)

A GATEWAY TO THE GLOBAL TOY MARKET For exhibitors, the show provides an important gateway to all of Europe and the rest of the world. Andrew Kamondy, CEO of the startup Twist Toys, says that a presence at the Nuremberg show is crucial. He acknowledges that it is important

to go into the show with major distribution deals already signed because by the time the show hits, sometimes it is too late to have a line taken by some of the major retailers in Europe. However, he says, “As a new company, the show is the best way to meet new, potential distributors in companies that you don’t have access to.”

Kamondy hopes to secure distribution deals in both Slovenia and Croatia at the show, in addition to exploring other expanded or completely new deals. As a startup, Kamondy says this is an important place to connect with the people who can help drive his business. Spielwarenmesse estimates that there are more than 32,000 visitors and more than 830 exhibitors for whom this is the only toy trade show they attend.

40 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

SpielwarenmesseFeature.indd 40

12/13/19 10:00 AM

A PLATFORM FOR A WORLD-CLASS SHOWING Playmobil is a German company that has permanent space at the Spielwarenmesse. Marc Shinderman, vice president of sales and marketing for Playmobil USA, says that the space (Hall 12, Stand P07) allows Playmobil its most expansive product display. The show is also a global platform for the company, which has two distinct lines: one for Europe and one for the U.S. He notes that the show allows the company to work with representatives from any territory around the world.

There’s also a certain level of drama at trade shows, at least when it comes to unveiling product. “Nuremberg is where all our embargoed product is finally revealed,” Shinderman says. “It won’t be in our catalog until after the show, and then it becomes public.” This has been a particularly effective strategy for the company in recent years as it moves into more licensing and entertainment-based product. Like many toy companies, he adds, Playmobil is “morphing and changing into an entertainment company.” It’s a great venue to show all of that to the world.

SPOTTING THE TRENDS THAT MAY IMPACT THE BUSINESS The Spielwarenmesse is also where the industry gets a look at the year’s emerging trends, how they’re being interpreted in toys, and what companies are banking on sticking. Seriously, were we even thinking about llamas 18 months ago?

Global trend hunter and toy expert Reyne Rice has some tips for visitors to the show who are hoping to get a glimpse of what’s ahead. She suggests starting in Hall 3A, where the trends and innovations are the main focus. Guests can visit the TrendGallery to see demonstrations of the global toy trends and displays featuring the ToyAward nominees and winners. The New Exhibitors Area (NEC) showcases new startup manufacturers.

“Trade guests can attend free, short, top-of-trend sessions in the Toy Business Forum, presented by world-class industry experts about future trends, licenses, retailing tips, and social media know-how,” Rice says. “Plus, snag your free Trends and Innovations Guide as a handy desk reference for the rest of the year.”

In addition to the work of Rice and other trend experts, the Spielwarenmesse

also publishes its own list of trends to watch. Trend-predicting is more of an art than a science, but focusing on cultural shifts, developments in technology, and — most importantly — the issues that are animating discussions often is a combination of watching cultural movements and gauging issues and attitudes. In many cases, these trends will filter down into the kids’ business.

For this year, the Spielwarenmesse has identified three trends that will shape the business: Sustainability in Play, Digital Gets Physical, and Be You!.

The Sustainability in Play trend has implications far beyond just the physical toys themselves. Particularly for millennial and Gen Z parents, sustainability is a key element in purchase decisions. The challenge in the toy industry is that as a largely plastic-based business, it heavily relies on petroleum. Nonetheless, look for innovations, such as Hasbro phasing out plastic in packaging and other environmentally friendly production innovations.

Companies specializing in building and construction toys, such as LEGO, are also looking at ways to recycle bricks.

The company is currently running a pilot program with the charity Give Back Box to determine the feasibility of collecting, cleaning, and refreshing LEGO bricks, which are then donated to school programs and Boys and Girls Clubs.

At the same time, as kids become increasingly aware of the encroaching climate crisis, there will be an increased emphasis on toys that promote environmental awareness.

The Digital Gets Physical trend refers to characters from digital worlds expanding into toy products. This is a trend that we’ve seen evolving over several seasons, and the Spielwarenmesse highlighting this indicates that the trend will simply continue. What’s significant about this licensing compared to traditional entertainment licensing is that these properties tend to appeal to niche audiences. The niches may be comparatively narrow, but they are deep. Concurrent with this is the continuing rise of fandom as a trend, bringing older consumers into the toy market and providing opportunities for marketers to expand their offerings.

The final trend identified by the Spielwarenmesse is also very timely. Be You! focuses on the toy industry’s ability

to serve a broader and more diverse consumer than ever before. According to the show organizers, “Play connects everyone irrespective of origin, religion, or appearance. This is the fundamental principle of this trend, which brings together two objectives: to help people with special needs and to promote tolerance, inclusion, and diversity. People with disabilities or diseases, such as dementia or Parkinson’s, have very different tactile requirements when it comes to toys and games.

Products within this theme stimulate their minds and motor skills while creating shared experiences.”

While some of these toys are literal, such as Mattel’s Creatable World, which allows kids to imagine everything from the doll’s gender to its outfit, companies have bigger opportunities to leverage diversity into less literal areas that focus on individual kids and their individuality or special needs. The movement has already started with two programs in the UK. The #toylikeme and the Let Toys Be Toys movements seek to destigmatize disabilities and gender bias, emphasize play as an individual experience, foster wide varieties of play, and allow kids to develop naturally in their own way.

Of course, this is a larger issue than individual toys, but it represents a growing cultural sensibility and one that companies can’t ignore, particularly when targeting parents and caregivers for whom these issues are top of mind and have a significant impact on their purchasing decisions.

So, yes, in light of all of this, you probably do need to be on the way to Nuremberg in January. From business opportunities and reaching a broad audience to seeing how the industry is shaping up for the year, it’s an ideal location to get that all-important global perspective. »

Christopher Byrne is a toy industry veteran with more than 30 years of experience working at toy companies, writing, and studying the business. In addition to writing for all of the major trade magazines, he has published seven books on toy-related themes, comments regularly on the business and child development as it relates to play, and co-hosts “The Playground Podcast.”

Follow him on Instagram: @thetoyguy.

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 41

SpielwarenmesseFeature.indd 41

12/13/19 10:00 AM

Disguise is helping the world play dress-up one costume at a time.

by JACKIE CUCCO, senior editor HALLOWEEN IS SO MUCH MORE than a date on the calendar: It’s a way of life. Some people wait all year long for Halloween to roll around, spending months conjuring up the perfect costumes to live out their fantasies. Disguise has been helping the world play dress-up for more than 30 years with an assortment of costumes and accessories that bring make-believe to real life.

While kids have favorite cartoon characters and superheroes that they dream of becoming, it’s the leaders of the Halloween industry who are responsible for cu-

rating exactly which costumes will appear in our shopping carts or on our doorsteps next year.

HALLOWEEN FORECASTING Disguise’s Executive Vice President and General Manager Tara Hefter explains how the costume company determines the Halloween trends far before pumpkin spice season hits. “Our licensors guide us on which brands are making a comeback or which movies and TV shows will be releasing, and we generally know this information two to three years before the public. We also attend trade shows for licensing and gaming. We look for licensing cues from apparel and toys in terms of which brands kids are embracing year-round.”

The fashion world also has a hand in what materials and color trends the costume designers use. Hefter references the flip sequin craze as an example, which made its way into last year’s costumes because of its popularity in everyday apparel, accessories, and toys.

Social media plays a big role in trend spotting as well. Disguise looks to social media to know what consumers are look

Transformers Converting Bumblebee Costume

ing for or what types of costumes they are making on their own because that means that although it isn’t available at retail yet, there is a growing market for it, Hefter says.

NEW PARTNERSHIPS When it comes to specific genres of costumes, movies drive the most volume for Disguise. Beginning this year, the company has the rights to Harry Potter, which translates well to Halloween themes and playing dress-up because it appeals to all ages and has a large breadth of characters, Hefter says.

Disguise will also release more Trolls costumes after Trolls World Tour hits theaters in April. “Trolls is a retro brand seeing a big resurgence with a whole new audience while still appealing to a broad range of consumers with group/family costume opportunities,” Hefter says. “Plus, the hair is so fun!”

Consumers can also expect tons of new Disney-licensed costumes featuring new films and TV shows, such as Frozen 2, Zombies 2, Onward, Mira the Detective, T.O.T.S., the live-action Mulan reboot, Rain, and Disney+ content.

Video game costumes have also been gaining popularity in recent years.

“Video games sales are growing every year as gaming becomes as important to [kids] as superheroes, and continues to appeal to younger audiences,” Hefter says. Following the trend, Disguise will launch costumes based on the battle royale game Apex Legends this year.

The process of getting the rights to new licenses

42 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

Disguise.indd 42

12/13/19 10:00 AM

may seem daunting, but Hefter boils it down to the basics: “Licensors from big studios require a proposal or a pitch for the rights, where we go in and compete with other costume companies for the business. And in some cases, the challenge is tracking down the property owner on a new brand and convincing them to get into the costumes business.”

DESIGN 101 As for the design process, sometimes costumes are created differently for specific retailers or particular sizes.

Disguise transforms kids’ costumes into adult versions by adding elements to make it more fashion-forward or more customizable to the consumer. “We sell multiple interpretations for adults, whether it be more of a traditional jumpsuit to a comfortable onesie or a skirt interpretation of a character that isn’t wearing a skirt to a different silhouette that is more flattering to plus sizes,” Hefter says. Disguise even creates kits that adults can use with a simple, colored T-shirt they already own.

The customization isn’t limited to fashion. Designers are also diversifying traditional costume styles to make them more accessible for people with disabilities because Halloween should be fun for everyone. Special-needs costumes are becoming more prominent as manufacturers and retailers recognize that costumes need to be inclusive for all, Hefter says.

WHAT’S TRENDING THIS YEAR Family dressing, group dressing, and retro/vault brands continue to grow each year, and they will show up next Halloween, too. Hefter says that with Halloween falling on a Saturday this year, more teens and adults will dress up in costumes, and kids will likely wear more than one costume for weekend parties.

“Innovative features will still be important, such as lights, sounds, inflatables, and transformation, like our Transformers Converting Bumblebee Costume that launched last year,” Hefter says.

Overall, licensing remains strong, which means consumers will see lots of familiar faces trick-or-treating as Disguise brings popular characters from the screen to Halloween. »

Top-Three Best-Selling Costumes Last Year Rank

2019 By Character

1

Elsa

2

Master Chief

3

Red Power Ranger

Rank

2019 By Brand

1

Toy Story

2

Frozen

3

Descendents Top-Three Best-Selling Costumes Anticipated for This Year

Rank

2020 By Character

1

Harry Potter

2

Elsa/Frozen 2

3Red Power Ranger Costume

Red Power Ranger Costume

Halo/Master Chief

Frozen 2 Elsa Costume

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 43

Disguise.indd 43

12/13/19 10:01 AM

The compound craze is kicking it up a notch with more engaging ways to play.

by JACKIE CUCCO, senior editor KIDS ARE SO CRAZY FOR COMPOUNDS that it seems like slime, sand, and dough have always been on store shelves. U.S. slime sales are multiplying by the millions, jumping from $7.3 million in 2016 to $72.4 million in 2017 to $228.5 million in 2018, according to the NPD Group.

And it’s not just kids: Adults are getting in on the action, too, with enough versions of squishing slime, cutting sand, and scrunching foam to make anyone’s ASMR (more on that later) dreams come true.

What was once confined to cold, green slime and a few primary colors of PlayDoh has now evolved into a fantastical world of rainbow colors, playful scents, and enough tactile stimulations to light up all of kids’ senses.

When it comes to compounds, PlayDoh is one of the classics, first launching on the toy market in the 1950s. “This year’s launch of Play-Doh Compounds is the first time in 60 years the brand has expanded beyond the classic ‘doh’ with the release of five new compounds to provide new, engaging ways to play with the classic brand,” says Kate Martino, senior director of global brand strategy and marketing at Hasbro.

Play-Doh’s new concoctions include regular Play-Doh Slime, which feels wet and gloopy; Play-Doh Slime Krackle, a stretchy slime with little balls inside that make it feel and sound crunchy; PlayDoh Slime Super Cloud, which has a silky,

buttery texture; Play-Doh Foam, which feels like squishy, fluffy bubble gum; and Play-Doh Putty, which is firm and taffy-like. But why settle for one texture when you can have them all? Consumers can cover all of their bases with the PlayDoh Compound Corner, a variety pack including all of the above.

More is more when it comes to compounds, and manufacturers are getting more imaginative when it comes to new products. “The innovation in this category today versus five years ago is outstanding,” says Arlene Biran, Spin Master’s vice president of marketing and global business lead of activities and building toys. “There are more ways to play, more things to feel, and more combinations for kids to create.”

Spin Master makes Kinetic Sand, a squishy, moldable compound that is made with natural sand. The special formula makes the sand stick together and flow through your hands like a liquidy dough.

This year, Spin Master will launch its first-ever Kinetic Sand Scents, pulling even more senses into playtime.

From toy reviews on YouTube to unboxing videos on Instagram, social media is a major influence when it comes to toy trends. Toy manufacturers are leveraging the way kids consume content online to

create new toys — and new compounds.

First, it was simple slime-squishing videos.

Now, it’s all about using props with your slime and sand.

“The introduction of YouTube and social media have really changed the way we inspire kids,” Biran says. “There were so many people creating with sand and using their own tools from home that we decided to create our own kid-friendly product.”

Biran says that Spin Master leveraged the trends on YouTube and Instagram to create the Kinetic Sand Sandisfying

44 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

ActivitiesNewNewNEW.indd 44

12/13/19 10:01 AM

Untitled-3 1

12/12/19 7:35 PM

Its 3D Goosh by Compound Kings has the squishing sensation and ASMR crackling noises, but it takes the ASMR experience a step further with a 3D element.

“It’s totally different than anything else we have produced in

Set, a kit that includes 2 pounds of Kinetic Sand; 10 tools to mold, shape, scoop, and grate the sand; and a contained play space with a video backdrop and a phone holder so kids can create their own videos to share online.

Compounds and their tactile nature lend themselves as perfect ASMR video content. If you’ve never heard of the ASMR video trend before, just search the hashtag on Instagram for more than 7.7 million posts. ASMR stands for autonomous sensory meridian response, and influencers are creating videos with relaxing sights and sounds amplified to create a calming yet tingling sensation in viewers. ASMR is triggered by things like whispering voices, crinkling paper, and squishing slime.

“The ASMR trend on social media helped kickstart the [slime] revolution,” says WeCool Toys CEO Jeff Osnato. WeCool Toys’ latest compound adds more dimension to traditional sliming — literally.

the past. It also comes with 3D glasses so kids will have a blast watching their slime pop and burst right in front of their eyes,” Osnato says. The 3D Goosh slime comes packaged in 3-pound buckets with chunky pompom mix-ins that kids can add.

Compounds are becoming more extravagant, turning tactile toys into a multisensory experience with surprise reveals, playsets, and more. “Gone are the days when parents and kids were content with rummaging through local party bins or vending machines for direct-from-factory slime products. They expect quality and value,” says Evan Buzzerio, chief marketing officer and executive partner of Horizon Group USA. Horizon Group USA launched its DIY compound brand Slimygloop a few years ago with a full line of all-inclusive slime kits with all the fixings. “As tactile play evolved, we launched relevant brand

extensions, such as Slimygloop Mix’Ems — a fun, textured, mess-free way to play with pre-made Slimygloop and themed mix-ins,” says Hiu Lee, senior executive vice president of Horizon Group USA. “We incorporate the hottest, most relevant trends into each of our Slimygloop brand products.” That includes customizable and themed kits featuring popular symbols, such as unicorns and Baby Shark.

Slimygloop Slimysand is a ready-toplay compound that molds like sand but stretches and expands like Slimygloop. Right now, consumers can purchase 3-pound bags of the compound or various playsets. The kits incorporate molds, rollers, and impression plates for more ways to play.

Whether kids are scrolling through videos of sparkling, sizzling slime or dunking their arms into massive buckets of goop, one thing’s for sure: All the new slime, sand, and foam will give anyone all the feels. »

Jackie Cucco is a senior editor at Adventure Media & Events. She writes for the Toy Book, the Toy Insider, and the Pop Insider, and runs all things Instagram. When she’s not watching slime videos, you can find her playing paparazzi for her pet bunny Peepers (@thebigpeep on Instagram).

EDUCATIONAL INSIGHTS’ Playfoam Pluffle is a squishy, fluffy, and tactile compound. Kids can mix their favorite colors to create combinations, squish the compound, and watch it flow. Kids can also keep it in the tube and flip it to create lava lamp-like movement. It is available in two-packs and four-packs, and it comes in eight colors: blue, red, yellow, green, orange, black, purple, and pink. Playfoam Pluffle is non-toxic and never dries out.

46 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

ActivitiesNewNewNEW.indd 46

12/13/19 10:02 AM

Untitled-1 1

12/6/19 12:37 PM

Kids can stretch and mold Slimygloop Slimysand, from HORIZON GROUP USA. Slimygloop Slimysand Construct & Crush is a themed set with which kids can build, shape, and break apart their own construction vehicles and site with the included molds.

Slimygloop Slimysand Sweet Treats is a dessert-themed set.

Kids can pack and layer different colored Slimygloop Slimysand into the molds, flip them onto the included play tray, and gently lift to create pretend doughnuts, cookies, candies, and cake. They can break apart the squishy creations to start over again.

Scentsory Putty, from CRAZY AARON’S, is tactile putty with a velvety soft touch and unique scents. The assortment includes pizza-scented Pizzarazzi, chocolate-scented Chocolotta, popcorn- and caramel-scented Snackerjack, bubble gum-scented Gumballer, strawberry- and vanilla-scented Scoopberry, orange-scented Orangesicle, and pine-scented Mini Evergreen.

Kids can create 3D bead designs with the Aquabeads Deluxe Studio, from EPOCH EVERLASTING PLAY. This set contains more than 1,300 jewel and solid beads in 24 colors, a container, a rainbow bead pen, easy trays, a sprayer, and template sheets.

The set connects to the Beginners Studio or Glamorous Designer Set for more ways to play.

Aquabeads Deluxe Studio

Dig It Up! Giant Gem Discovery, from MINDWARE, features a giant geode with 12 real gemstones inside, including jasper, amethyst, tiger’s eye, and more. Kids can soak the geode in a bowl or sink, then chip away at it with the included chisels to discover the stones. The kit includes a gem identification poster that identifies each stone with scientific, historical, and mythological facts.

48 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

ActivitiesNewNewNEW.indd 48

12/13/19 10:03 AM

Untitled-2 1

12/13/19 3:02 PM

WECOOL TOYS’ 3D Goosh

by Compound Kings is a 3-pound bucket of slime with pompom mix-ins.

Kids can wear the 3D glasses, mix in the pompoms, and squish the slime to watch it pop and burst before their eyes. It is available in red and blue or green and magenta.

ALEX BRANDS’ Scientific Explorer 12 Days of Discovery features an advent calendar design for kids to explore a different experiment each day while making their own toys from scratch.

Kids can count down to a holiday, birthday, or event with projects, such as Ball Blast Bouncers, Mix & Make Gelly Bugs, Hydro Super Sand, DIY Bath Bomb, Grow a Crystal, Erupting Volcano, Instant Gooey Worms, and more.

The Kinetic Sand Rainbow Mix Set, from SPIN MASTER, includes everything kids need to mix and create rainbow effects. Kids can snap one of the three stamps onto the squisher tool, layer the sand segments into the stacker mold, press down, and remove the creation from the mold to reveal the surprise pattern. The kit includes six different tools and three primary colors of Kinetic Sand (red, yellow, and blue) in castle containers for kids to slice and dice, mix the rainbow creations together, and mold colorful castles.

Y’Art, from KAHOOTZ TOYS, is a unique yarn craft that kids can use to create textile art with yarn by threading the Y’Art pen and coloring in the numbered areas of the pre-printed canvases. The yarn clings to the Grip-N-Stick Y’Artboard, and kids can easily lift the yarn and reposition it at any time. There are a variety of designs, including the oversized 16-inch-by-20-inch Starry Night Masterpiece Set and the Deluxe Designer three-in-one kit.

50 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

ActivitiesNewNewNEW.indd 50

12/13/19 10:04 AM

MYTHICAL SLYME expands its range of DIY Putty Kits with Dragon Fart, Dragon Frost, Dragon Poop, Mermaid Shell, and Unicorn Galaxy. The kits include a UV blacklight keychain that kids can use to activate multicolored glow effects across the various pieces. The sets also include a “glow galaxy” effect created by glow-in-the-dark glitter suspended within the brand’s signature clear putty that never dries out or breaks.

Unicorn Galaxy DIY Putty Kit

The Disney Frozen 2 Slushie Maker, from CRA-Z-ART, features a real ice shaver that kids can use to make edible slushy drinks. Kids can simply add ice, shave the ice, and mix it with any household juice for flavor.

The unit includes an Olaf ice shaving bucket and two dispensers for juice so that kids can choose one flavor or mix two together.

smART Pixelator

Creatto, from THAMES & KOSMOS, is a simple building system that consists of two components that kids can weave together into countless 3D creations.

The flexible-yet-durable plastic tiles interlock quickly and easily for all skill levels, with no additional materials or hardware required. Each Creatto kit includes assembly instructions for four different configurations, but the building possibilities are endless. Kids can add strings of colored LED lights to illuminate the works of art from the inside out. There is an assortment of five kits, including elephant, moose, kitty cat, unicorn, and shark.

With the smART Pixelator, from FLYCATCHER, kids can pixelate any design to build 2D and 3D projects. Kids create 50 pixel bead designs out of the box using step-by-step designs, or use Bluetooth connectivity to upload any photo and recreate the image with pixel beads, pegs, and sequins using easy-to-follow-lights.

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 51

ActivitiesNewNewNEW.indd 51

12/13/19 10:04 AM

HASBRO expands its Play-Doh brand with Play-Doh Compounds, including Slime, Slime Krackle, Putty, Slime Super Cloud, and Foam.

The compounds come in resealable containers or tins and are available in a variety of colors.

CRAYOLA’s Spin & Spiral Art Station is a two-in-one craft kit that kids can use to create geometric, spiral marker designs on one side and drippy, spin art paint designs on the other. They can create endless color and shape combinations using the circular cutout discs, and the set is kid-powered — no batteries required.

Face Paintoos, from PLAYMONSTER, are temporary play tattoos that kids can wear on their faces for long-lasting face paint that won’t smudge or wipe off. Each design is easily removed by using the included tattoo remover wipes.

Each kit includes five face tattoos and 10 remover wipes.

There are three themed packs to choose from: Pet, Magical, and Wild. The Party Pack includes 20 face tattoos and 30 tattoo remover wipes.

ORB Flowtonia, from ORB, is a stretchy, sparkly, and scented substance. Kids can mold it, shape it, form it, or stretch it to watch its strands flow. It is available in four colors: pink, purple, green, and blue. It doesn’t break, crumble, or stick to clothes or hands, so kids can enjoy squishy fun without the mess.

52 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

ActivitiesNewNewNEW.indd 52

12/13/19 10:05 AM

Untitled-3 53

12/9/19 3:37 PM

COSTUME TRENDS Howard Beige, executive vice president of Rubie’s Costume Co., talks pop culture costumes, decor demand, a Saturday Halloween, and more.

Toy Book: What are some costumes or properties that outperformed expectations in 2019?

Howard Beige: Spider-Man, Avengers: Endgame, It Chapter 2, Stranger Things, The Joker, classic Ghostbusters, and horror properties in general were some of the best-selling costumes last year. Baby Shark was a lateseason addition that was on fire!

TB: What Halloween and costume trends do you expect to see this year?

HB: With a Saturday Halloween this year, we will see an increase in tween/ teen and adult Halloween participation.

There will be more parties with the entire family celebrating. Also, the pet costume category will continue to grow.

TB: Last year was packed with blockbuster movies, from Avengers: Endgame to Star Wars: The Rise of Skywalker. This year doesn’t have those major releases on the calendar. What impact, if any, do you think this will have on costume sales this year?

HB: There is a lot more content coming in 2020. In addition to major films, such as Wonder Woman 1984, Birds of Prey, Black Widow, Venom 2, Ghostbusters: Afterlife, Top Gun Maverick, and Minions: The Rise of Gru, there is a tremendous amount of new streaming video-ondemand services that will have major new content, such as The Mandalorian, Marvel’s Spider-Man Maximum Venom, The Falcon and The Winter Soldier, Watchmen, and much more.

I think consumers have many favorite characters and always have a choice for their costume. We do see more of a pop culture influence in costume properties, so

there are always many things trending that will capture our customers’ attention.

TB: There has been a significant increase in female superheroes and female-led movies in the past couple of years. How has this impacted costume trends?

HB: These strong role models have been credited with the girl-power trend.

Princesses and damsels in distress have dropped significantly in popularity, while strong women have gained popularity. We are also seeing girls wanting to dress in jumpsuit costumes and not in the frilly tutu dresses that they used to like. We are now positioning many of these as unisex or gender neutral. Another trend we’re seeing is the popularity of horror characters among young girls.

TB: The National Retail Federation reported that social media has a growing influence on Halloween costumes.

In what ways do social media and influencer culture impact the products that Rubie’s creates?

HB: Rubie’s has looked to social media as a source of inspiration for many years. As we typically start to develop costumes about 18 months in advance, we look to social media — as well as high fashion — for trends on the horizon.

We have also greatly expanded our line of costume separates,

which allow the wearer to still be the character they choose but to use a blend of our costume separates and their own apparel to create an individualized look. This allows a group of three to four people to attend a party in a similar theme, yet still have their own unique look.

TB: Rubie’s has a significant presence at many fan conventions, including New York Comic Con and Comic-Con International: San Diego. What makes these events a good fit for Rubie’s?

What does the company get out of these events, and in what ways does Rubie’s connect with fans?

HB: Rubie’s exhibits at these consumer shows as part of our support for the studio licenses we hold, as well as to interact directly with today’s cosplayers. It’s helpful for us to be there so that consumers know us as the brand behind the license. It’s also helpful for us to gain insight into ongoing and upcoming trends that cosplayers are passionate about.

Secret Wishes Adult Black Widow Costume

TB: What trends do you see in the Pet Boutique line, and how closely do they mirror trends in human costumes?

HB: Pet costume trends mimic kid and adult costume trends. Pets today are an integral part of the family, and humans buy for their pets as they would for their

54 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

Rubies_Insider copy.indd 54

12/13/19 1:38 PM

Adult Star Wars: The Rise of Skywalker Deluxe Sith Trooper Costume

infant, toddler, or child. Many pets today are dressed as the sidekick of the child or parent.

For example, the pet may be dressed as Robin while the child is dressed as Batman. And, pet owners can easily dress up their pets in accessories and costumes throughout the year. We have the largest collection of pet accessories, toys, and costumes for year-round sales opportunities.

TB: The Imagine by Rubie’s line features dress-up items for many popular licenses. How does the process for developing a role-play item differ from the process for developing a full costume?

HB: Everyday dress-up or role-play costumes by Imagine are typically constructed to be more durable, as they are used for extended play opportunities.

We also provide muscle tops and masks, capes, and other accessories, but the child wears his or her own pants. Full costumes are typically worn one, maybe two times for the season, and the following year the child wants to be something else.

TB: We are in an era of reboots, including the upcoming Top Gun: Maverick and Ghostbusters: Afterlife.

How do these new takes on classic movies impact costume trends? Do they increase demand for costumes based on the original properties?

HB: While these iconic movies’ reboots are always looked forward to, consumers are very loyal to the original characters,

and we typically see higher demand for the classic costumes.

TB: What new trends do you see in the way people celebrate Halloween?

HB: More people celebrate as a family and/or group. Families are dressing in themes — such as Minions, Wizard of Oz, Ghostbusters, superheroes, Star Wars, etc. — including children, infants, and pets. People of all ages are more inclined to decorate, both inside and outside their homes. Decor is a fast-growing Halloween category, as is pets.

now better able to afford these statues.

Our comic book fans love them, and many have purchased their favorite characters for their own homes.

TB: Rubie’s also owns decor and prop companies Forum Novelties and Morbid Enterprises. What trends are you seeing in Halloween decor, or in holiday decor in general?

HB: We are seeing more consumers purchase more decor, both for inside and outside their homes. We are also developing decor at many different price points to meet the budgets of a much larger group of consumers who wish to decorate their homes.

TB: In 2018, Rubie’s officially voiced support for the Saturday Halloween movement. What is the status of that TB: Where does Rubie’s see petition, and why do you believe most of its sales: online, a Saturday Halloween would traditional brick-andbe preferable? mortar locations, HB: This petition showed us Halloween pop-ups, and the Halloween Costume or elsewhere?

Association that many consumers HB: National retailers, specialty are traditionalists and are not in retailers, and independent refavor of moving Halloween to any tailers are still the largest day other than October 31. The part of our business.

Halloween Costume Association’s Online sales continintent was to allow Halloween to ue to grow. always fall on a Saturday, when trick-or-treating could take place TB: Rubie’s launched during daylight and therefore a new line of life-sized be safer for children. This statues of many pop culture way, parents could also easily characters. How did that line participate without having to come to be, and what has the leave work early, and then consumer/industry response at night everyone could been like for the products? celebrate Halloween together HB: We have made a number at home. of these life-sized statues The Halloween Costume over the years, but the new Association is now supporting ones are made of a lighterNational Trick-or-Treat Day, weight fabrication, which also being promoted as allows for lower shipping #ALLOWEEN, which makes the rates and a more last Saturday of October one affordable product. more opportunity to celebrate Many retailers have in a safer environment and as wanted to feature some in their stores and are a family. » Kids Star Wars: The Rise of Skywalker Rey Costume

toybook.com toybook.com | DECEMBER/JANUARY | DECEMBER/JANUARY 2020 2020 2019 | THE TOY BOOK 55

Rubies_Insider copy.indd 55

12/13/19 1:41 PM

Untitled-3 56

12/9/19 3:38 PM

Untitled-3 57

12/9/19 3:38 PM

4 1

2

3

5

Imagine 1. Inspired by Batman v Superman: Dawn of Justice, the licensed Child Wonder Woman Costume features the hero’s iconic outfit, a fabric belt, a tiara, and wrist gauntlets. 2. The licensed Child’s Batman Deluxe Costume features a deluxe padded costume top jumpsuit with boot tops, a mask, a cape, and a belt inspired by the DC hero. 3. Kids can power up with the licensed Captain Marvel Child Costume’s padded costume top with extended sleeves and a fabric headpiece. 4. The Darth Vader Deluxe Constume comes from Rubie’s Star Wars Classic Collection. It features a deluxe costume top, a cape, and a helmet. 5. The licensed kids’ Spider-Man (Miles Morales) set is inspired by Spider-Man: Into the Spider-Verse and includes a deluxe Miles Morales costume top with a padded chest and a fabric mask.

58 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

Rubies_Insider copy.indd 58

12/13/19 1:44 PM

4 1 2

3 5

Pet Shop 1. Rubie’s introduces its Baby Shark Pet Costume. It includes a yellow foam top with an attached headpiece, which attaches under the pet’s neck. This costume is available in sizes small/medium and large/extra-large. 2. The officially licensed Bo Peep Pet Costume from Toy Story 4 includes a wig with an attached bonnet and a step-in frilly dress with foam arms and a shepherd’s crook attached.

3. Another pet can coordinate and dress as Bo Peep’s romantic interest with the Disney Toy Story Woody Pet Costume. This officially licensed costume features a yellow step-in shirt with an attached black-and-white faux cow hide vest, which pairs with Woody’s red bandana and a cowboy hat. 4. The Star Wars Pet Yoda Costume, from the Star Wars Classic collection, includes a step-in jumpsuit, a hood with ears and hair tufts, and a detachable lightsaber toy. 5. Rubie’s Pet Dracula Costume, from its Universal Monsters Collection, includes a shirt, a medallion, a cape, a bow tie, and a headpiece.

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 59

Rubies_Insider copy.indd 59

12/13/19 1:51 PM

Untitled-3 60

12/9/19 3:38 PM

Untitled-3 61

12/9/19 3:38 PM

RUBIES_1-20.indd 62

12/16/19 1:27 PM

RUBIES_1-20.indd 63

12/16/19 1:25 PM

Untitled-3 64

12/9/19 3:38 PM

CREATIVE FACTOR

TOY ASSOCIATION PERSPECTIVES

Inspiring Inventors, Designers at Toy Fair New York — and Beyond

by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association HAVE A COOL PLAY IDEA BREWING? Maybe you’re looking for creative inspiration for your next toy design, or perhaps you’re a company in search of an innovative new toy that will turn heads. If you answered yes to any of these questions, mark your calendar for The Toy Association’s Creative Factor (CF@TF), an educational and career-building program for the global inventor and designer community at this year’s Toy Fair New York.

“What started as a niche educational program at Toy Fair nearly 17 years ago is now a global phenomenon designed to get the toy inventor community’s creative juices flowing and connect companies with up-and-coming design students, new talent, and established inventors,” says Steve Pasierb, president and CEO of The Toy Association. “Creative Factor’s continually expanding partnerships, mentorship opportunities, events, programming, and resources reflect The Toy Association’s commitment to fostering growth within the all-important worldwide toy inventor and designer community.”

An expanded Creative Factor program at Toy Fair New York will offer workshops, roundtables, and tech demos covering the impact of the toy life cycle from concept to consumer, design innovation, IP protection, VR character modeling, robotics, the connected play landscape, and much more. The returning CF@TF Inventor Day will be held prior to Toy Fair’s open on Friday, Feb. 21, providing inventors and designers the exclusive opportunity to directly pitch product concepts to toy manufacturers.

“A select number of inventors will be invited to present their fresh ideas to established toy and youth entertainment professionals, including potential manufacturing partners,” says Marian Bossard, executive vice president of global market events at The Toy Association.

To apply, inventors and designers completed the online submission form and submitted a 90-second video to support their written application. Selected

applicants were notified by Wednesday, Dec.18.

“Especially for new designers and inventors just entering the industry, it can be overwhelming to navigate the show or even meet with many inventor relations professionals,” says Brett Klisch, director of Creative Factor and president of Peru Meridian Studios. “We’re excited to offer our designer and inventor community another opportunity to not only get in the door, but also get face time with the professionals that can help realize their visions.”

The initial review and submission selection wasu done by the Creative Factor Advisory Board, led by Klisch; Robin Raskin of Living in Digital Times; Billy Langsworthy of Mojo Nation; and Matt Nuccio of Design Edge.

CF@TF will be the culmination of this year’s activities in support of the global inventor and designer community. Last year, Creative Factor sponsored Mojo Nation’s Play Creators Festival in London.

The festival brought together some of the world’s brightest design talent to share ideas, offer advice, and help companies of all sizes uncover their next hit toy or game. In addition to a conference, the festival hosted the Play Creators Awards

and Mojo Pitch 2019, and a student-focused conference the following month to support the latest wave of design talent.

These activities were either sponsored, or supported by, The Toy Association’s Creative Factor.

“The Play Creators Festival aligns so closely with the overall mission and spirit of our Creative Factor brand. We hope to embark on a multiyear collaboration with Mojo Nation,” Bossard says.

Creative Factor is just one aspect of The Toy Association’s work to champion everyone in the toy community who delivers fun and safe playthings to kids.

More information about The Toy Association’s dedication to fostering growth and success among toymakers, retailers, inventors, and more is available at toyassociation.org. »

As The Toy Association’s senior communications specialist, Kristin Morency Goldman leads the development of content for the Association’s print and online communications. Her articles on toy trends, toy safety, and industry news can be found in trade and consumer publications around the world. She holds a master’s degree in media, culture, and communications from NYU.

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 65

Perspectives_DecJan20.indd 65

12/13/19 10:17 AM

Remembering the

FORGOTTEN TOYS Blake Wright explores unproduced action figures in a series of art books.

by MADELEINE BUCKLEY, associate editor IN AN ALTERNATE UNIVERSE, THE hottest toys of 1984 could have been figures based on The Last Starfighter. Or kids in the late ‘80s could have played with Hasbro’s Inhumanoids figures for two more years. And Potterheads everywhere could have gotten their hands on Popco playsets inspired by the first three movies.

But in this reality, none of those toy lines came to be. Whether a brand’s popularity wanes, the company set to produce the figures goes out of business, or the show or movie that the toys are based on gets canceled, some fully planned figures and product lines never make it to production.

These lines — and many others like them that didn’t end up on store shelves — are finally getting their moment to

shine in a series of art books from writer Blake Wright. He launched the first book, called Toys That Time Forgot, on Kickstarter back in 2016. Now, he’s about to ship the second volume.

“At the heart of it, it’s me wanting to expose this lost art both for the people who did it and for the people who never saw it,” Wright says. “Because there was a ton of work put into these lines, and a lot of it just goes away, goes by the wayside.

You never see it, you never hear about it. ... To me, it was a crime.”

The idea for these books spun from a different passion project that Wright launched in 2014: a quarterly digital toy magazine called Little Plastic Men. He came to it with two decades of journalism experience, but his only previous connec-

66 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

ToysThatTimeForgot.indd 66

tion to the toy industry was as a collector and fan.

Although his magazine was “editorially successful,” Wright decided to fold Little Plastic Men after a year because it wasn’t financially successful.

However, after he announced his plans to cease production, many of the magazine’s fans reached out to express their disappointment. So, he decided to produce one more issue as a farewell of sorts. It would focus on the most popular column in the magazine, “Prototypically Unproductive,” which covered unproduced toys.

But when Wright started digging around for more unproduced toy content, he was surprised by how much he found.

“It became evident that this deserved

Photos: Blake Wright

12/13/19 2:09 PM

to be more than a PDF on the internet,” he says. “It deserved to be a book: a properly done, art-style book.”

At his wife’s urging, Wright took his idea and 20 dummy pages along to Toy Fair New York in 2015 for feedback.

“I went around to all of my contacts and basically handed them this iPad and said, ‘Talk me out of doing this.’ And nobody did,” he says. “A handful of them really wanted to know how they could help. … So I came back to Texas and told my wife, ‘Hey, it looks like I’m writing a book.’”

Then came the challenge of actually producing Toys That Time Forgot and finding content to fill its pages, a process that took Wright about 18 months. At first, he was worried about how people would react to him asking — for all intents and purposes — about their failures. While he did get his share of hang-ups and ignored calls, he found that many people were willing to open up.

He found most of his content for the first volume by searching on LinkedIn and YouTube, then emailing and calling any potential sources. He also traveled extensively during the research process, visiting his sources’ homes so they would feel more comfortable and more willing to share.

“It became kind of detective work really. I actually really enjoyed that part of it. … Because no one knew me from Adam.

I was totally coming into the toy industry.

I was a relative newcomer. It was very intimidating and equal parts nerve-wracking. But at the end of the day, I was happy to get it done.”

He divided the book into three sections (the ‘80s, ‘90s, and ‘00s), got Toy Hunter Jordan Hembrough to write a forward, and added a short glossary in the back to make the content accessible to a wider audience. That’s when he put the

project on Kickstarter, hoping he would get enough funding to print and ship books to those who backed the project.

Ultimately, the project was successful — raising $37,052 of its $30,000 goal — and the book was well-received.

This warm reception, and the influx of leads that came with it, led Wright to begin work on a second volume. He had so many people reaching out to him with unproduced toy information that he had to pare down volume two to keep it within his desired page count. Information came in from the sculpting houses that worked for these lines, ex-executives, and the collector community, he says.

“It became evident that this deserved to be more than a PDF on the internet.”

“The content in volume two — and the breadth of content — would not have been possible without the collector base,” he says. “They really stepped up, and it was very humbling. I was delighted that they entrusted me with so much of what historically would have been kept private.”

e Forgot,

at Tim m Toys Th Pages fro ). m otto (top and b

Vol. 2

Wright returned to Kickstarter for the second book and found even more success, raising $40,227 of his $30,000 goal. The project closed in March, and the books are scheduled to ship to backers this month. This installment is dedicated, “For Toy Lovers Everywhere.”

For both volumes of Toys That Time Forgot, Wright primarily sold copies of the books through his Kickstarter campaigns.

At this point, he hasn’t been offered a publishing deal that he has wanted to take. However, has has considered launching a Kickstarter campaign to reprint the first volume.

In terms of the future, Wright has confirmed his plans to produce a third volume in the series, which he already has most of the content for and plans to launch in 2021. After that, he’s not sure. Once he completes a trilogy, he plans to “sit back” for a bit.

“The joke is, I could write 10 of these books, easy,” he says. “There’s just so much material out there. … If they continue to gain momentum and each outdoes the one before it, I guess I would be pretty hard-pressed to stop.”

In August, Blake was added to the Pop Culture Hall of Fame for his work in creating the series and immortalizing these toy lines. But regardless of the books’ success, Blake says he has enjoyed the process more than anything.

“If, for whatever reason, I would have not been able to produce this book and get it out there, I wouldn’t have taken back a minute of the two years I spent on it because it was just a joy,” he says. »

Madeleine Buckley is an associate editor at Adventure Media and Events, where she contributes to the Pop Insider, the Toy Insider, and the Toy Book. She enjoys covering the latest news and trends in the toy industry and pop culture.

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 67

e Wright

ToysThatTimeForgot.indd 67

12/13/19 2:10 PM

WIT STORIES

CHANGING THE TIDE

5 Tips to Create a Company Culture that Encourages Innovative Thinking

by KAREN KILPATRICK, co-chair, South Florida chapter, Women in Toys, Licensing & Entertainment POOPING UNICORNS? PETS WRAPPED like burritos? A brief stroll down the toy aisle will reveal that there is no dearth of creativity in our industry. The toy industry thrives on innovation, with each new season bringing a showcase of the creative forces behind some of the biggest brands and hottest new properties. From Eleanor Abbott (Candyland) and Ruth Handler (Barbie) to Sydney Wiseman (Fingerlings) and Angie Cella (Blinger), creators are at the heart of toy-making. However, creativity is a critical skill to cultivate in our industry well beyond inventors, designers, and internal creative teams. Why? Research shows that creativity benefits the bottom line: Companies across all industries that intentionally focus on creativity are more financially successful than those who don’t. But how exactly can you translate creative capacity into business value — and is it a process that can be encouraged and effectively managed?

When I stumbled my way into the toy industry several years ago, it was as an independent creator with a dream — and while I eventually did get a toy on the shelf, my creativity served me as much (if not more) as a toy company executive and manager as it did as an inventor. In an increasingly complex, global, and competitive landscape, creative thinking and problem-solving are what allows companies to successfully navigate obstacles and push past roadblocks. Creativity challenges the status quo, opens the door to big ideas, and leads to new opportunities. It is at the heart of innovation, and innovation is what drives growth.

No matter what your level or position is, it is easy to fall into regular routines and patterns, especially in certain workplace cultures. Creativity entails risk and boundary pushing. Taking risks in the workplace, however, is often cause for hesitation, especially when it means you might fail. But failing forward is exactly what you must do, whether you’re an entrepreneur or intrapreneur. Working in ways that guarantee safe and secure results is not what will

propel business success, and leadership teams should seek to cultivate a company culture that encourages fresh approaches to solving problems and creating new opportunities. Effective leaders encourage employees to fail forward, share new ideas, and try new ways of doing things.

Within organizations, it is important to have practices in place that not only can foster creative thinking, but that will allow insight to readily translate into action. This goes beyond just brainstorming for product or design ideas. From marketing and operations to sales and business development, creative problem-solving greatly impacts an organization in every department. Inspiration is not just a moment; it is a practice. It needs to be prioritized and approached with discipline — just like any other skillset.

As a former executive who’s led creative and marketing teams, as well as an entrepreneur who’s led business teams, these are my five tips for harnessing your creativity in the workplace and creating a company culture that encourages innovative thinking.

Do not fear failure. Breaking free of “frozen thinking” — hanging on to ideas that we don’t question but should — requires taking risks. Risks can be scary, but the rewards can be immense. As a leader, encourage others to share ideas freely, and lead by example. Just because things have always been done a certain way doesn’t mean there isn’t a better way.

Create a culture of excitement, not fear,

by encouraging and valuing ideas.

Analytics are important, but don’t forget the art behind the science. Look at the issues from all perspectives to come up with new approaches and solutions.

Become comfortable with ambiguity.

In an ever-changing world, flexibility is key.

Creative thinking and problem-solving often mean taking an unknown path, so be prepared for uncertainty.

Announce your company’s goals. Build and promote a strong narrative detailing what your team or company is trying to accomplish — and how everyone has a role in achieving a collective goal. Challenges are opportunities to try something new, and working toward a common goal makes people more invested in their work and willing to contribute.

Surround yourself with creative thinkers. There is nothing better than being surrounded by other interested and invested women (and men) who can lend an ear, advice, or a connection as needed. » Karen Kilpatrick, WIT board member and South Florida chapter co-chair, is an author, attorney, and entrepreneur. After building and selling several online legal services businesses, she found her way to the toy industry as an intellectual property creator. As a former vice president of marketing at Jazwares and vice president of Jazwings (Jazwares' idea incubation division), she has led diverse internal creative and business teams. Kilpatrick currently focuses on writing, and strategic and creative business consulting.

68 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

WIT_DecJan20.indd 68

12/13/19 10:22 AM

Untitled-1 1

12/11/19 11:56 AM

Compiled by JAMES ZAHN, senior editor

COMING SOON TO SCREENS A LOOK AT WHAT LIES AHEAD In an age of nearly unlimited choices between traditional TV, streaming services, and over-the-top options, there’s never been such a diverse array of family content available. Heading into the new year, there’s an incredible lineup of toyetic programming from new and old players, driven in part by the multitude of new streaming services set to go live. There will be new worlds to explore, new characters to meet, and new adventures to have with some old friends. Read on for some highlights of what kids will be watching this year.

left off decades ago. Kevin Smith (Clerks, Jay and Silent Bob Reboot) penned the first episode and serves as showrunner and executive producer, while Rob David, vice president of Mattel Television and author of He-Man: The Eternity War, also serves as executive producer. Eric Carrasco (Supergirl), Tim Sheridan (Reign of the Supermen), Diya Mishra (Magic the Gathering), and Marc Bernardin (Alphas) are on board as writers. The series is in production at Powerhouse Animation Studios in Austin, Texas, as part of Mattel’s multiyear franchise relaunch plan that includes new toy lines for kids and collectors.

SUPER DINOSAUR (SPIN MASTER/SKYBOUND) Based on Robert Kirkman (The Walking Dead) and Jason Howard’s (Trees) Skybound/Image comic book of the same name, Super Dinosaur follows 10-year-old genius Derek Dynamo and his T. rex best friend Super Dinosaur as they protect the planet against evil. The series is now streaming on Amazon Prime Video in the U.S. Super Dinosaur is supported by a full range of toys from Spin Master that are available exclusively at Amazon in the U.S. and at Toys “R” Us.

MIRA, ROYAL DETECTIVE (DISNEY JUNIOR)

MASTERS OF THE UNIVERSE: REVELATION (MATTEL TV/ NETFLIX ORIGINALS) Continuing where the original Masters of the Universe animated series ended, Revelation will focus on some unresolved storylines from the classic era, picking up many of the characters’ journeys were they

Inspired by the colorful cultures of India, the series follows a young commoner who becomes a royal detective after she solves a mystery and saves the kingdom’s young prince. Each episode contains authentic music, dance, and customs that reflect India’s vibrant heritage.

Mira, Royal Detective is executive produced by Emmy Award-nominee Sascha Paladino (Miles from Tomorrowland), and was developed by Becca Topol (Elena of Avalor), who also serves as story editor.

Mira will be voiced by 15-year-old newcomer Leela Ladnier, who joins an entirely South Asian cast featuring Freida Pinto (The Path), Kal Penn (Designated Survivor), Karan Brar (Bunk’d), and others.

GABBY’S DOLLHOUSE (DREAMWORKS ANIMATION) Gabby’s Dollhouse is a mixed-media series that unboxes a surprise before jumping into a fantastical animated world full of adorable cat characters that live inside Gabby’s dollhouse. Created and executive produced by Traci Paige Johnson (Blue’s Clues, Daniel Tiger’s Neighborhood) and Jennifer Twomey (Blue’s Clues, Team Umizoomi), the series will debut on Netflix this fall. Spin Master is already working on a full toy line.

70 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

MediaMashup_2020.indd 2

12/13/19 10:34 AM

RICKY ZOOM, PJ MASKS, AND PEPPA PIG (EONE/HASBRO)

FAST & FURIOUS: SPY RACERS (UNIVERSAL/DREAMWORKS) Based on Universal’s high-octane franchise, the animated series sees teenager Tony Toretto following in the footsteps of his cousin Dom (played by Vin Diesel in the films) when he and his friends are recruited by a government agency to infiltrate an elite street racing league serving as a front for SH1FT3R — a nefarious criminal organization bent on world domination.

Tim Hedrick (Voltron Legendary Defender) and Bret Haaland (All Hail King Julien) serve as executive producers and showrunners. Diesel, along with Neal H. Moritz and Chris Morgan — who have all served as producers on the live-action Fast & Furious film franchise — are executive producers.

Fast and Furious: Spy Racers is streaming now on Netflix. An accompanying line of Hot Wheels is on the way.

MARVEL’S MOON GIRL & DEVIL DINOSAUR (MARVEL ANIMATION & FAMILY ENTERTAINMENT) From producers Laurence Fishburne (Ant Man and the Wasp) and Helen Sugland’s (black-ish) Cinema Gypsy Productions, and Emmy Award-winner Steve Loter (Kim Possible), this is the tale of a 13-year-old super-genius named Lunella Lafayette and her 10-ton T. rex Devil Dinosaur. After Lunella opens a time vortex that transports Devil Dinosaur to present-day New York City, the pair teams up to protect the Lower East Side. The series will debut this fall on Disney Channel.

BABY SHARK (NICKELODEON ANIMATION/PINKFONG) This spring, Mommy, Daddy, and Baby Shark are swimming to Nick Jr. in an allnew preschool musical series that brings Pinkfong’s global viral hit to life in new ways, and with many new songs that kids can dance to.

WHAT’S NEXT

Hasbro’s surprise acquisition of Entertainment One (eOne) brings PJ Masks, Peppa Pig, and Ricky Zoom into the same family as the Transformers, My Little Pony, and G.I. Joe. Ricky Zoom got off to a big start on Nick Jr. this fall, and the story of the bright red motorcycle and his adventurous friends — Scootio, Loop, and DJ — is expected to become one of the hottest kids properties in the year ahead.

This summer, kids can look forward to new adventures with Peppa, George, Mummy Pig, and Daddy Pig on Nick Jr., while the PJ Masks are suiting up for their fourth season on Disney Junior. The next batch of superhero adventures with Catboy, Gekko, and Owlette will kick off with a four-part special.

HBO MAX GOES BIG FOR STREAMING DEBUT WarnerMedia’s new streaming platform is ready to battle when it comes to youngsters’ attention with new content from Sesame Workshop, Cartoon Network, and Warner TV. The streaming service will be the exclusive home of fresh episodes of Sesame Street and will debut an animated series based on Gremlins and Ellen DeGeneres’ Little Ellen.

The classic Looney Tunes characters will return for Looney Tunes Cartoons, while Hanna-Barbera icons, including Captain Caveman, Yogi Bear, Boo-Boo, and Jabberjaw, will be back in action for Jellystone. Tooned Out will be a live-action/animated hybrid from Back to the Future producer Robert Zemeckis.

A TRIO OF SERIES ABOUT SUPERHEROES IN SCHOOL Genius Brands International and Stan Lee’s POW! Entertainment are in production on Stan Lee’s Superhero Kindergarten. Arnold Schwarzenegger will voice lead character Arnold Armstrong — formerly the superhero known as Captain Courage — as he teaches kindergarten.

Meanwhile, PBS has set a summer debut for Hero Elementary, a series about a school for budding superheroes, where kids learn to master their powers while exploring science.

At Netflix, StarBeam will follow the adventures of a second grader with real superpowers and her tech-whiz sidekick.

Kids have never had so much choice when it comes to viewing content across traditional and streaming platforms. Here are some of the series currently in the pipeline. Release dates for each series are still TBD. • Chip ‘n Dale (Disney+) • Transformers: War for Cybertron (Hasbro/Netflix) • Chuggington (Herschend Family Entertainment) • Jurassic World: Camp Cretaceous (DreamWorks/Universal Netflix) • Emily’s Wonder Lab (Netflix) • What-To-Doodles (Netflix) • Izzy Bee’s Koala World (Netflix) • DreamWorks Go, Dog. Go! (Netflix) • The Adventures of Paddington (Nickelodeon) • Untitled Star Trek Animated Series (Nickelodeon/ViacomCBS) • ThunderCats Roar (Cartoon Network) • Monsters at Work (Disney+) • Pinkalicious and Peteriffic Season Two (PBS KIDS) • Muppets Now (Disney+) • Elinor Wonders Why (PBS KIDS) • Animaniacs (Hulu) • Kipo and the Age of Wonderbeasts (DreamWorks/Netflix) • R.L. Stine’s The Little Shop of Monsters and Rotten School (Splash Entertainment) • The Fungies (HBO Max) • Tig ‘n Seek (HBO Max) • Adventure Time specials (HBO Max) For more Media Mashup content, visit thetoyinsider.com.

toybook.com | DECEMBER/JANUARY 2020 | THE TOY BOOK 71

MediaMashup_2020.indd 3

12/13/19 10:34 AM

Playtime Sales & Marketing Co. LLC A Toy Manufacturers Sales Representative Corporate Office: 331 Piermont Road, Norwood, New Jersey 07648

TEL: 201-784-7727 E-MAIL: murraybass@playtimesales.com lensoyka@playtimesales.com carolleeman@playtimesales.com The Playtime Sales & Marketing Company, LLC. is a Toy and Electronics Manufacturers sales representative organization. Our prime focus is to represent Toy and Electronics Manufacturers to the Mass Market Retailers. The principals of our Company are Len Soyka and Murray Bass. Our only vocation has been in the Toy Industry.

We are dedicated toy professionals.

Our geographical areas of sales coverage and accounts include: • NEW ENGLAND…Connecticut North to Maine and Upstate N.Y. Accounts… CVS Drug, BJ’s Whle Club, and TJ Maxx, • NY METRO​ NY City and New Jersey. Accounts... dd’s Stores, Macy’s Backstage, Cititrends, Burlington Stores, Xmas Tree Shops, Shepher Distributors, Buy Buy Baby, Party City, Bed Bath and Beyond, Stevens Intl., and NY area Supermarket chains.

• MID-LANTIC…Pennsylvania, Washington D.C., Northern Virginia and Western Ohio. Accounts…Rite Aid Drug, Group Sales, Boscov’s, 5 Below, Dollar Tree, Variety Wholesale and Big Lots.

• K mart USA // JC Penney Catalog // Universal Studios Orlando // Target and Walmart • CANADA…Walmart, Toys R Us, Canadian Tire and Costco • CHINA…We maintain a full time Hong Kong sourcing Office We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries.

Toy Overstock Experts We are looking for manufacturers and suppliers to help manage your closeouts and overstocks.

With more than 20 years of experience we can work with lots large, small, and mixed.

Distressed goods and need for rebranding.

Call us for help with your inventory management needs!

600 Cummings Center Beverly, MA 01915 Phone: (978) 969-3734 Email: S.Rovendro@topnotchproducts.net ®

To place a classified ad, please contact Bill Reese at 212-575-4510 x2322 or bill@toybook.com.

72 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

DIR_1-20.indd 72

12/13/19 11:09 AM

ToyAssociation_1-20.indd 1

12/6/19 7:57 AM

DECEMBER/JANUARY 2000

FLASHBAC 1 TOP 10 TV PROMOTED TOYS

2.

3.

4.

5.

6.

7.

8.

9.

10.

Pokémon Figures

“I Choose You” Pikachu Furby Millennium Barbie Game Boy Yellow Bop It Extreme Flight Control Buzz Lightyear Pokédex Strummin’ and Singin’ Woody Kinder-Garden Babies

Hasbro

Hasbro Tiger Electronics Mattel Nintendo Parker Bros.

Mattel Tiger Electronics Mattel Toy Biz

DISGUISE’S HALLOWEEN SALES BREAK RECORD Disguise Inc. has achieved record sales for Halloween 1999. The company reports sales growth of more than 10%. Part of the reason for this growth is that Disguise produced the season’s top-selling costumes, based on Pokémon, and shipped 20 times the number of costumes originally ordered by retailers. 1999 was the second year in a row that the company sold the industry’s top-selling costume (Teletubbies in 1998).

Hasbro’s Bop It is still one of the top-selling items in the handheld category, even beating out the next generation Bop It Extreme, according to November 1999 TRSTS data.

2

»

DRAGON BALL Z POWERS UP AT MGA MGA Entertainment has entered into an exclusive license agreement with Funimation Productions Inc. to produce a line of toys and games based on the cartoon series Dragon Ball Z. More than 20 different Dragon Ball Z products will debut over the next year, starting with sculpted walkie-talkies; handheld, keychain, and tabletop games; bop bags; banks; and construction sets, to name a few.

FABER-CASTELL ACQUIRES CREATIVITY FOR KIDS The partners of Creativity for Kids and the management of Faber-Castell USA Inc. announced the joining of the two companies. Effective as of Nov. 2, 1999, Creativity for Kids has become a wholly owned subsidiary of Faber-Castell USA.

3

Big Bird, Grover, and Zoe are decked out in cool “leather” jackets, and each plays a musical instrument as Fisher-Price’s Sesame Street Mini Rockers. When kids press the button on each character’s instrument, they each play a rock and roll song, groove to the beat, and say phrases while they play.

»

1.

The Betty Spaghetty Closets assortment, from Ohio Art, includes Betty’s, Hannah’s, and Zoe’s Closets. Betty’s Closet is full of mixand-match possibilities, with little hangers to hold everything from trendy T-shirts and real vinyl bell bottoms to colorful arms and legs.

Manufacturer

»

Rank Toy

4

Tiger Electronics introduces Interactive Yoda, an authentically styled and fully animated 8-inch interactive toy. Yoda uses his vocabulary of more than 800 words and phrases to train his students in the various levels of Jedi mastery: Apprentice, Jedi, Jedi Knight, and Jedi Master.

»

74 THE TOY BOOK | DECEMBER/JANUARY 2020 | toybook.com

Flashback_1-20.indd 74

12/13/19 11:04 AM

Kahootz_1-20.indd 1

12/12/19 7:40 PM

Untitled-6 1

12/5/19 9:32 AM