JULY/AUGUST 2019
®
Volume 35, No. 4 — Published by Adventure Media and Events LLC
Group Publisher Jackie Breyer jackie@toybook.com Managing Editor Maddie Michalik maddie@toybook.com
DEPARTMENTS 5
Editor’s Viewpoint
14
Talkin’ Social Media
6
Stat Shot
51
Toy Association Perspectives
8
Industry Update
60
What’s New
10
Toy Association Update
62
WIT Stories
11
ASTRA’s Insights
64
Compliance & Regulations
12
Talkin’ Toys: LeapFrog
65
Industry Marketplace
13
Sweet Suite 2019
66
Flashback: July/August 1999
James Zahn james@toybook.com Associate Editor Jacqueline Cucco jc@toybook.com Assistant Editor Madeleine Buckley mbuckley@toybook.com
54 Breaking Down the ABCs of STEM Toys Developing Creative and Educational STEM-Focused Toys
18 Top Trends in Games A Category That's Still Playing to Win
Editorial Assistants Victoria Rosenthal victoria@toybook.com Miranda Siwak miranda@toybook.com Art Director Joe Ibraham joe@toybook.com
30 Hidden Gems This year's doll category is full of surprises — literally.
Production Director Bill Reese bill@toybook.com Sales and Marketing Director James Devin jd@toybook.com
42 The Construction Comeback
Controller/Office Manager Lori Rubin lrubin@adventurepub.com
How This Year's Construction Toys Stack Up 52 The Rise of Esports and Competitive Entertainment Viewing The Licensing Updates and Trends You Need to Know About
Sierra McCleary-Harris sierra@toybook.com Ali Mierzejewski ali@toybook.com
features 16 Subscribe for More Toys Inspired by YouTube Content and Creators
Senior Editors Marissa DiBartolo marissa@toybook.com
Flight Gears, from Learning Resources
56 Arcade Resurgence There are new players in the game that are bringing the arcade experience home.
U.S. Corporate Headquarters President Laurie Schacht laurie@toybook.com Adventure Media and Events LLC 307 7th Avenue, #1601 New York, NY 10001 Phone: (212) 575-4510 Fax: (212) 575-4521
On the Cover: Cry Babies, from IMC Toys The Toy Book Volume 35, No. 4 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 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2019 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 1601, 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