JUNE 2020
®
Volume 36, No. 3 — Published by Adventure Media and Events LLC
Group Publisher Jackie Breyer jackie@toybook.com
DEPARTMENTS 9
Editor’s Viewpoint
10 Industry Update 12 ASTRA’s Insights 14 Toy Association Perspectives 19 Holiday of Play 2020 24 Marketing Memo
53 Talkin’ Toys: Hog Wild
88 Outside the Box
65 Talkin’ Toys: Super Impulse USA
90 Media Mashup
82 Toy Association Update 83 Euromonitor 86 Compliance & Regulations
25 Talkin’ Social Media
92 Raising the Bar 94 Backstory: Pac-Man at 40 97 Industry Marketplace 98 Flashback: June 2000
16 COVID-19: The Battle Persists The toy industry continues to adapt as the coronavirus challenges the retail landscape.
78 Ricky to the Rescue eOne’s latest brand zooms into the preschool market.
18 Challenge Accepted Specialty toy stores work to reach consumers.
80 License This! Toymakers are turning the tables on licensing to build their own intellectual properties.
22 Toys Aren’t Just for Kids Anymore Adults are rediscovering the joy of play.
Senior Editors Jackie Cucco jc@toybook.com Marissa DiBartolo marissa@toybook.com Ali Mierzejewski ali@toybook.com James Zahn james@toybook.com
features
20 Increasing Inclusion in Toys It’s time to make toys that are more inclusive in ability.
Editor-in-Chief Maddie Michalik maddie@toybook.com
84 STEAM Toys Can Prepare Kids for Future Careers Many STEAM-based toys help to teach vocational skills through play.
26 Chatting with the Industry Q&A Retailers and manufacturers discuss the trends and challenges of the evolving specialty toy industry.
Associate Editor Madeleine Buckley mbuckley@toybook.com Editorial Intern Nicole Savas nicole@toybook.com Art Director Joe Ibraham joe@toybook.com Production Director Bill Reese bill@toybook.com Director of Sales & Marketing James Devin jd@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com
76 Happy Campers An experiential toy store brings summer camp dreams to life.
U.S. Corporate Headquarters
40 2020 Specialty Showcase What’s New in Specialty Toys
Pedro the Fine Motor Peacock from Learning Resources
President Laurie Schacht laurie@toybook.com Adventure Media and Events LLC 307 7th Avenue, #501 New York, NY 10001 Phone: (212) 575-4510
On the cover: Breyer Mane Beauty Styling Heads The Toy Book Volume 36, No. 3 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.
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