doll they got. Kids can sprinkle water changed in the last few years,” droplets on the “seeds” and watch as the Scheftic says. “Whereas adults doll’s over-the-top hairdo sprouts from or children of the ‘80s and the flower pot base. Kids can collect 22 ‘90s were just collecting dolls different doll styles, and the reveal makes to collect dolls, today it’s more the toy stand out. about collecting dolls, but “We wanted to make something also that imaginative play where there was a purpose and a use and having something and for everything that came into that little creating something that a pack,” Scheftic says. “What’s exciting child doesn’t throw away and about the flower pot is that you can can keep and play with.” see the surprises you get along the Toy lines such as Funrise’s way.” Rainbow Butterfly Unicorn Kitty 9 Lives Surprise and Hog Wild’s Tony Hawk Box BoardCREATING A “WOW” MOMENT Blume, from Skyrocket Toy companies are going above and ers feature characters that kids can collect, but with packaging that beyond to come up with creative ways to functions as part of a play set that kids can enhance the big reveal and create wowworthy moments. Kids want a big, exciting build and use. gesture that will spark a moment of joy with With Skyrocket’s Blume, a flower pot their toys. serves as the packaging for the collectible. “Surprises for adults can be scary, but for Rather than simply opening a blind package, kids who haven’t lived through adulthood, Blume mimics the gardening process to [they] are still fun,” Scheftic says. “They are add an extra “wow” factor to the surprise excited, not scared, about what’s going to discovery for kids to see which collectible
come through the reveal, and are not often disappointed about what’s coming out on the other side.” Many toys have the unboxing blind reveal, a tactile surprise to touch, and a transforming play set, but what really piques kids’ interest is that “it” factor and that moment of awe when they open their toys for the first time. “There’s so many different types of reveal toys out there,” Scheftic says. “We wanted to make sure that we had a [wow] factor for anyone who saw it [Blume], and not just the first time but the second, [and] the third. There’s that repeat excitement that comes with revealing because you don’t know what’s going to pop out the pot.” » Miranda Siwak is an editorial assistant at Adventure Publishing Group, where she contributes to the Toy Book, the Toy Insider, and the Pop Insider. You can find her covering the latest toy and entertainment industry news for both online and print.
New from MAYA GROUP, Foodie Roos are plush characters that smell, look, and feel like certain foods. Each plush character comes in a food container that kids ages 5 and up can open to reveal a different character. Once open, the container becomes a house for the Foodie, and kids can feel a surprise in each Foodie’s belly. The line of 20 collectible characters will be available this summer.
Pop Tops, from PLAYMATES TOYS, are detailed, stylized collectibles based on licensed characters. The 2.5-inch figures pop open from an oversized head into a full-bodied figure with the press of a button. Designed for kids ages 3 and up, the first wave of characters takes inspiration from Marvel’s Avengers and the Teenage Mutant Ninja Turtles.
MGA ENTERTAINMENT takes its L.O.L. Surprise! line to a new level with L.O.L. Surprise! Makeover Series #Hairgoals. Kids can unbox the glamorous dolls and their fancy new looks. Each #Hairgoals reveals 15 surprises, accessories, and real or glitter hair. Each mystery capsule resembles a hairspray can that transforms into a salon chair, display case, and doll stand. There are 12 dolls kids can collect.
toybook.com | MARCH/APRIL 2019 | THE TOY BOOK
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