The Toy Book - August 2024

THE ACTION & ADVENTURE ISSUE

®

VOLUME 40, NO. 4

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AUGUST 2024

IN THIS ISSUE Volume 40, No. 4 — Published by Adventure Media & Events LLC

CEO Laurie Schacht laurie@toybook.com Vice President & Group Publisher Jackie Breyer jackie@toybook.com Editor-in-Chief James Zahn james@toybook.com Senior Editors Ali Mierzejewski ali@toybook.com Marissa Silva marissa@toybook.com Nadia Velit nadia@toybook.com Assistant Editors Samantha Connell samantha@toybook.com Madison Patterson madison@toybook.com Ashley Pelletier ashley@toybook.com Social Media Editor Nicole Savas nicole@toybook.com

Clockwise from top left: MrBeast Lab Mutators (Moose Toys), Hydro Pods Dunk & Sunk Arena (Hasbro), Masters of the Universe Origins Night Stalker Vehicle (Mattel), Chase Elliott’s NASCAR stock car (Carrera Revell of Americas), Little Tikes Build & Splash Water Table (MGA Entertainment), Descendants: Rise of Red Chloe Charming Doll (Mattel) and the Ready to Run Ram 2500 Power Wagon High Performance R/C (NKOK).

THE ACTION & ADVENTURE ISSUE Departments

Features

Showcases

12 | From the Editor

22 | The Need for New Action IP Who will create the next great brand for kids ages 5-10?

Our Curated Spotlight on New Toys and Games

14 | Industry Update 18 | Stat Shot: U.S. 34 | Outside the Box 52 | Marketing Memo 60 | Raising the Bar 61 | Toy Association Update 62 | ASTRA’s Insights 64 | Pop Quiz 66 | Flashback: 1989

30 | Backstory: Forming Voltron 40 Years of Defending the Universe 32 | Building: Evolved Moose Toys heads to ‘Tile Town.’

36 | WiT Stories: Gaming Vacation with Non-Gamers A Quest to Welcome to New Players to the Table 44 | Racing Into Fall Shift into high gear with slot cars.

20 | Stock This!

Hot New Products Hitting Retail 24 | The Action Aisle Action Figures & Collectibles 38 | Shared Adventures, Heated Battles Tabletop Games, Card Games, & Accessories 46 | The Transportation Hub Vehicles & R/C

54 | Outdoor Adventures The Latest in Active Play

On the cover: Toy history inspires play at Village Toy Castle, a destination specialty toy store in Brucefield, Ontario, Canada.

The store features a dedicated toy museum and will soon host an adjacent toy and game factory. Photo credit: Isaac Elliott-Fisher The Toy Book Volume 4. THE BOOK (ISSN-0885-3991) is published bi-monthly

by Adventure Media & The Toy Book Volume 40,40, No.No. 1. THE TOYTOY BOOK (ISSN-0885-3991) is published bi-monthly

by Adventure Media & Events Events LLC. Editorial and advertising offices are at located at 307 Ave., Seventh Ave., Room York, NY 10001, Phone (212) LLC. Editorial and advertising offices are located 307 Seventh Room 501, New501, York,New NY 10001, Phone (212) 575-4510.

575-4510. Periodicals Postage paid at and Newadditional York and additional mailing offices. Copyright © 2024 Adventure Media &All Events.

Periodicals Postage paid at New York mailing offices.

Copyright © 2024 Adventure Media & Events. rights All rights reserved. of this publication may be reproduced or transmitted or by any means,orelectronic reserved.

No part ofNo thispart publication may be reproduced or transmitted in any form,inorany by form, any means, electronic mechanor mechanical, including photocopy, or any information storage andsystem, retrievalwithout system,written withoutpermission written permission ical, including photocopy, recording, recording, or any information storage and retrieval from the from the publisher. in USA. Subscription $48 one year,$200. foreign The Toy is a trademark of Adventure publisher.

Printed inPrinted USA. Subscription rates: $48rates: one year, foreign The$200.

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Trademark Office. Send Postmaster: address changes to: Toy Book, Events Registered in the U.S. in Patent & Trademark Postmaster: addressSend changes to: Toy Book, c/o Adventure c/o Adventure Media & Events, 307Room Seventh Ave., New York, NY 10001 or e-mail bill@toybook.com.

Opinions Media & Events, 307 Seventh Ave., 501, NewRoom York,501, NY 10001 or e-mail bill@toybook.com.

Opinions and comments and comments in by thiseditors, publication by editors, contributing writers, or solicited or unsolicited documents are not expressed in thisexpressed publication contributing writers, or solicited or unsolicited documents are not necessarily those those of of necessarily the management ofthe Themanagement Toy Book. of The Toy Book.

Social Media Intern Val Kluge Editorial Assistants Taylor Battle taylor@toybook.com Stephanie Szulborski ss@toybook.com News Writer Bug Hartsock Art Director Joe Ibraham joe@toybook.com Graphic Designer Elena Sorce elena@toybook.com Director of Operations Bill Reese bill@toybook.com Executive Director of Sales & Marketing James Devin jd@toybook.com Sr. Sales & Marketing Executive Stephanie Infantino stephanie@toybook.com Sales & Marketing Executive Thomas Stephen Jr. thomas@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com

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LEGO City Prison Island Source: The LEGO Group

FROM THE EDITOR

WHERE HAVE ALL THE HEROES GONE? Action and adventure remain staples of classic play, but a new generation of heroes (and villains!) is mostly MIA.

by JAMES ZAHN, Editor-in-Chief

W

hen I visit The Toy Book’s home office in New York City a few times each year, spending some time mining the archives is always a highlight of the trip.

This year, The Toy Book’s 40th volume and ongoing anniversary celebration has made those dives into the archives even more special, if not deliberate, as the quest to uncover key insights from four decades of toy history continues.

Notably, a dramatic shift takes place around 20 years into the archive as the once incredibly robust “action” categories shrink and, in some cases, essentially disappear. Action figures, playsets, vehicles, R/C, and role-play fall off a cliff as first-wave collector nostalgia kicks in for brands like Star Wars, Teenage Mutant Ninja Turtles, and Masters of the Universe. At retail, once-busy aisles stocked with dozens of competing lines are condensed to a single “action aisle” as corporate consolidation results in countless toy companies disappearing. Elsewhere, train sets and model kits lose shelf space while realistic role-play (military, cops, cowboys, etc.) and lines involving classic good vs. evil (outside of LEGO City) practically vanish. Now fast-forward...

EVERYONE WANTS TO PLAY In June, the toy industry was back on the mainstream media radar when Circana data revealed that adult consumers had overtaken preschoolers as the biggest growth drivers in the business. While adult collectors and enthusiasts — recently dubbed with the increasingly polarizing “kidult” label — have been around forever, it’s only in the past decade that they’ve moved far beyond a niche market and into a trackable behemoth.

THE FORGOTTEN YEARS While all sales are good sales, a problem has emerged that’s staring the industry directly in the face: The extreme, opposite focus on preschoolers and adult collectors has created a content desert for kids, especially boys, in the 5-10 age range. On page 22, filmmaker and cinematographer Isaac Elliott-Fisher (Power of Grayskull, Turtle Power) — now a toy store owner and toy and game developer — explores the need for new, kid-focused action IP to fuel imaginative play for kids that are easily lost to devices and social media. There’s something to be said about a world where “innovation” and “newness” remain industry buzzwords,

but the action aisle in 2024 is dominated by a handful of brands that were popular in 1984 and they’re not necessarily being purchased to be played with.

ADVENTURE AWAITS This issue is packed with content, including a look behind the scenes from Razor’s Ali Kermani (page 52) about how the maker of scooters and ride-ons connected with grandparents to rock sales; suggestions for gaming with non-gamers from Moose Toys’ Deirdre Cross (p. 36); and an update on the latest in slot car racing from industry vet Dave Kennedy (p. 44).

So strap in and turn the page to begin a new quest! We’ll be back with The Toy Book’s LA Fall Toy Preview issue on Sept.

9, and you won’t want to miss it!  James Zahn, best known as The Rock Father, is the Editor-in-Chief of The Toy Book and a Senior Editor of The Toy Insider and The Pop Insider. Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times and Forbes, and has appeared on Yahoo! Finance, CNBC, BBC, NBC, ABC, CBS, FOX, CNN, and more.

Connect with him on LinkedIn or follow him on X and Instagram @therockfather.

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Winston, Peter, Egon, and Ray get the action figures they never had in 1984.

Source: Hasbro

INDUSTRY UPDATE

HASBRO HONORS GHOSTBUSTERS’ 40-YEAR LEGACY The Ghostbusters are getting the action figure treatment that they didn’t receive the first time around. To celebrate four decades of frightful fun, Hasbro and Sony Pictures have teamed up for the Ghostbusters Plasma Pack 40th Anniversary O-ring Action Figures set. The figures borrow from the G.I. Joe: A Real American Hero form factor of the 1980s to present Egon Spengler, Peter Venkman, Ray Stantz, and Winston Zeddemore in the 3.75-inch scale for the very first time. The set includes four compatible Proton Packs, a Ghost Trap, a P.K.E. Meter, and a pair of Ecto Goggles for play and display. The set will ship on or about Feb. 1, 2025. 

MGA ENTERTAINMENT INTRODUCES LITTLE TIKES TOTSPORTS PICKLEBALL SET

DC CELEBRATES 40 YEARS OF KENNER SUPER POWERS ACTION FIGURES

The Little Tikes TotSports Pickleball Set is the perfect kid-size introduction to learning the fastest growing sport in the U.S. Available at retail this month, the set includes two paddles and two balls to keep kids active and playing for hours. 

A bit of toy history collides with its source material this month as DC celebrates the 40th anniversary of Kenner’s Super Powers collection of action figures, vehicles, and playsets.

Eight new DC Super Powers comic

Superman No. 17, on sale Aug. 21.

Source: DC

book variant covers will imagine what an unreleased wave of action figures would have looked like if Kenner’s Super Powers line had continued beyond its cancellation in 1986. Each cover features toy designs

by Jason Geyer aka ToyOtter, Co-Founder of Raving Toy Maniac and Action Figure Insider, with art by original Super Powers product artist Alex Saviuk.

In recent years, the Super Powers brand — once a staple in the pages of The Toy Book — has returned to toy departments thanks to a new line of action figures and vehicles by McFarlane Toys. 

DIAMOND SELECT TOYS’ NEWEST MINIMATES BOX SET SWINGS INTO RETAIL Little Tikes is joining the pickleball craze this summer. | Source: MGA Entertainment

It’s the attack of the clones! The Marvel Minimates Spider-Man: Clone

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Saga Deluxe Box Set pays tribute to the classic 1990s storyline. Starring Ben Reilly as Spider-Man, and featuring Kaine, the Jackal, Lady Octopus, and the Green Goblin, these 2-inch figures each feature multiple points of articulation, and the set includes a Goblin Glider as well as parts to transform Ben Reilly into Spider-CarSource: Diamond Select Toys nage. The set comes to retail in a full-color window box with a fifth-panel door featuring original Minimates artwork inspired by the storyline. Designed and illustrated by Barry Bradfield. 

MOOSE TOYS UNLEASHES MRBEAST LAB Source: Round 2

A CLASSIC DODGE JOINS THE AUTO WORLD AMERICAN MUSCLE FLEET Round 2’s Auto World American Muscle collection expands with the 1:18 scale 1977 Dodge D100 Adventurer Sweptline. This D-Series pickup truck is smothered in factory-matched two-tone light blue and white paint and is decked out with chrome bumpers and wheels. This detailed replica features a newly-tooled Sweptline bed, tailgate, and taillights.

Auto World’s extensive range of 1:18-scale die-cast offerings are recommended for collectors ages 14 and up. 

RADICAL! EVEN MORE RETRO TEENAGE MUTANT NINJA TURTLES ARRIVE IN ‘25

On the heels of strong buzz following their partnership announcement in January, Moose Toys and Jimmy Donaldson aka MrBeast have released the MrBeast Lab collection. The range includes Swarms, Vinyl Figures, Collector Figures, and Mutators Mutation Chambers at price points ranging from $4.99-24.99. 

GOLIATH OPENS A NEW CASEFILE In Casefile: Temptation & Trickery, players look to be the first detective to solve the murder of Dr. Paulina Green, a famous botanist found dead in a heavily wooded area in Pine Barrens State Park. The fully-replayable, true crime board game invites players to work together, sharing evidence — or they can plant false evidence cards to throw each other off track. The game hits retail this fall.  Source: Goliath

This year marks 40 years since the Teenage Mutant Ninja Turtles (TMNT) first hit the scene, but the nostalgia party is hardly over.

Playmates Toys promises even more retro toy releases next year, including another set of Original Classic Sewer Sports Basic Action Figures. The 2-pack, available in February, includes an Ice Hockey Leonardo and a Surfing Michelangelo. 

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VALAVERSE ENLISTS STEEL BRIGADE FOR BREAST CANCER AWARENESS MONTH In honor of Breast Cancer Awareness Month, Valaverse will welcome a new member of Action Force. This October, a female Steel Brigade Trooper decked out in pink and black combat gear will join the lineup of 6-inch scale super-articulated military action figures. According to company founder Bobby Vala, most proceeds from the sale of the figure will benefit a Rhode Island-based charity to support the battle against breast cancer.

Each action figure comes on a pink blister card and includes multiple weapons and accessories. 

Source: Valaverse

A NEW ‘FORCE’ AWAKENS WITH POWER SABER Goliath continues its expansion into toys with Power Saber, the first-ever toy saber to automatically fully extend and retract for a realistic and immersive play experience.

Available in red or green, each Power Saber features a strong light source and motion-based SFX, including a flash-on clash feature and an in-hilt LED. Power Sabers can be worn on a belt using the built-in clip or displayed using the included stand. 

Source: Mattel

Source: Goliath

HASBRO MAKES A SPLASH WITH NEW BATTLE TOY BRAND, HYDRO PODS Hydro Pods is a collectible battle play toy line with a splashy twist combining elements of action figure play and gaming.

To play, kids submerge their Hydro Pod in water, plug in the target, and watch a character float up from the bottom of the Pod. Then it’s time for battle as kids launch flying discs at their opponent to knock out the target and drain the water from their Hydro Pod. At launch, the line features original, pirate-inspired characters alongside a variety of heroes and villains from the Marvel Universe. Look for additional releases in the months ahead. 

MATTEL MAKES GAMES PORTFOLIO COLORBLIND ACCESSIBLE Mattel is adding to its inclusive offerings by launching colorblind accessible versions of several color-based games. This includes UNO and numerous UNO variants, Tumblin’ Monkeys, Blokus, Skip-Bo, and Phase 10. According to the company, 80% of its gaming portfolio will be colorblind accessible by the end of the year, increasing to 90% by the end of 2025. 

Source: Hasbro

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Source: Mattel

DISNEY’S DESCENDANTS: THE RISE OF RED INSPIRES NEW DOLL COLLECTION Kids can collect a variety of new dolls inspired by Disney’s Descendants: The Rise of Red. Released by Mattel, the collection includes heroes and villains from the musical fantasy, like Red, daughter of Queen of Hearts; Princess Chloe Charming, daughter of Cinderella; Bridget, Young Queen of Hearts; and Uliana, the younger sister of Ursula.

Stylish, bold, and edgy, each doll wears a signature outfit, has long hair, and comes with an accessory. The dolls feature 11 points of articulation. 

FUNKO FUSION COLLECTION IS A POP CULTURE MASHUP

Source: Funko

Funko is releasing Pop! Vinyl figures inspired by characters featured in Funko Fusion, the multiplatform video game from 10:10 Games. Characters featured in the first wave include R.J. MacReady from The Thing, the titular doll from M3GAN, Indominus Rex from Jurassic World, Nicholas Angel from Hot Fuzz, and Scareglow with Scare-Mare as well as He-Man from Masters of the Universe. Each of the new figures comes with a code redeemable for an item within the Funko Fusion game. 

Source: Outright Games

OUTRIGHT GAMES TO RELEASE TRANSFORMERS, MATCHBOX VIDEO GAMES THIS FALL TRANSFORMERS: Galactic Trials is a racing adventure game that fuses arcade racing and robot combat inspired by Hasbro’s Transformers brand. Developed by 3DClouds, the game arrives Oct. 11.

AURORA HEADS TO CAMP ARCADIA Camp Arcadia by Aurora is a dynamic collection of durable outdoor toys designed to fuel kids’ curiosity, encourage exploration, and foster a deep connection with nature during hikes, camping, and park visits.

The collection spans several pieces to equip kids with all they need in the great outdoors (even when it’s indoors).

The line includes a 3-in-1 flashlight, which serves as a lantern, flashlight, or strobe light; a bug viewer and a butterfly net; a periscope, binoculars, and a pocket magnifier.

For communicating outside, the collection also includes a set of walkie talkies and a combo Source: Aurora whistle and compass. 

Source: Outright Games

Meanwhile, Mattel’s Matchbox, the iconic, 71-year-old die-cast brand created by Jack Odell, is going digital in Matchbox Driving Adventures. Developed by Casual Brothers, the game arrives Sept. 20.

Both games are available on Nintendo Switch, PlayStation4, PlayStation 5, Xbox One, Xbox Series X|S, and PC on Steam.

THE ACTION & ADVENTURE ISSUE 17

ACTION FIGURES SUPERCATEGORY: TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

X-Men '97 Marvel Legends Figure 6-inch Assortment

Hasbro

2

Star Wars: The Black Series Clone Captain Rex Helmet

Hasbro

3

Ghostbusters Zap and Blast Proton Blaster

Hasbro

4

Ghostbusters Ecto Stretch Tech Track and Trap

Hasbro

5

Star Wars Epic Hero Series Figure 4-inch Assortment

Hasbro

ACTION FIGURES SUPERCATEGORY: TOP 5 ITEMS RANK

ITEM

MANUFACTURER

1

Godzilla x Kong: The New Empire Figure 6-inch Assortment

Playmates Toys

2

Godzilla x Kong: The New Empire Giant Figure 11-inch Assortment

Playmates Toys

3

Teenage Mutant Ninja Turtles Mutant Mayhem Figure 4.25-inch Assortment

Playmates Toys

4

WWE Elite Figure Collection 6-inch Assortment

Mattel

5

Beast Lab Creator Assortment

Moose Toys

VEHICLES SUPERCATEGORY: TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

Monster Jam Megalodon Loop Of Doom Stunt Playset 1:64

Spin Master

2

Hot Wheels Vintage Racing 2024 Mix 1:64 Assortment

Mattel

3

Hot Wheels 100 Car Case with Launcher

Just Play

4

Disney•Pixar Cars Easter Buggy 1:55 Assortment

Mattel

5

Mickey Mouse Rev 'n Go Vehicles with Lights and Sounds

Just Play

Source: Circana/Retail Tracking Service/U.S. Toys/YTD April 2024 *New = zero sales in prior 12 months

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VEHICLES SUPERCATEGORY: TOP 5 ITEMS RANK

ITEM

MANUFACTURER

1

Hot Wheels Singles 1:64 Assortment

Mattel

2

Hot Wheels 5 Pack 1:64 Assortment

Mattel

3

Monster Jam 1 Pack 1:64 Assortment

Spin Master

4

Hot Wheels Monster Trucks 1:64 Assortment

Mattel

5

Friction Vehicle Assortment

Kinsmart

GAMES (WITHOUT STRATEGIC TRADING CARD GAMES*): TOP 5 NEW** ITEMS RANK

ITEM

MANUFACTURER

1

Magic: The Gathering Ravnica Clue

Hasbro

2

Piggy Piggy Card Games

Hasbro

3

Hungry Hungry Hippos

Hasbro

4

Catch & Count Fishing Game

Spin Master

5

Murder at the Motel

Relatable

OUTDOOR & SPORTS TOYS SUPERCATEGORY: TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

NERF Better Than Balloons 108 Pieces

Hasbro

2

NERF Super Soaker Flip Fill Water Blaster

Hasbro

3

Maxx Bubbles John Deere Bubble Leaf Blower

Sunny Days Entertainment

4

NERF Better Than Balloons 228 Pieces

Hasbro

5

NERF Better Than Balloons 36 Pieces

Hasbro

OUTDOOR & SPORTS TOYS SUPERCATEGORY: TOP 5 ITEMS RANK

ITEM

MANUFACTURER

1

Bunch O Balloons 3 Pack

ZURU

2

Rain Showers Splash Pond Water Table

Step2 Discovery

3

4 in 1 Stroll 'N Trike Assortment

Radio Flyer

4

Dirt Rocket MX350 Motorbike 24-volt

Razor

5

Little Tikes First Slide

MGA Entertainment

Source: Circana/Retail Tracking Service/U.S. Toys/YTD April 2024. *With Strategic Trading Card Games in the mix, Pokémon dominates the top five with items from its Pokémon Scarlet and Violet Paldean Fates and Temporal Forces collections. **New = zero sales in 2023

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BRANDED CONTENT

PMI KIDS’ WORLD Contact: headoffice@pmitoys.com Stumble Guys (Series 2) Articulated Action Figures 1-pack Window Box | Ages: 8+ MSRP: $12.99-14.99 | Available: Fall 2024 Unbox the excitement with Stumble Guys Series 2 Action Figures. There are four new styles of 4.5-inch figures for kids to collect, each with exclusive stickers. The captivating characters in Series 2 include Robot Guy, Dusk Dragon, Boxing Roo, and Golden Sensei. Don’t miss out on stocking these must-have figures from the mega-popular video game.

Additional products in Series 2 include Blind Cap Mini Action Figures, 6-inch Plush, 8-inch Plush Buddies, the 6-Pack Epic Box, Epic Blind Box Collectible Figures, and 6-Pack Mini Action Figures.

FLOODGATE GAMES Contact: rich@floodgategames.com Landmarks | Ages: 10+ | MSRP: 24.95 Debuting at Gen Con, Landmarks is an exciting new word-association game of hidden paths and clever clues. Players use strategic wordplay to send a chain of one-word clues — connecting them to create a path leading to fortune and glory.

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BRANDED CONTENT

ZIPSTRING Contact: austin@zipstring.com ZipString LUMA Ages: 8+ | MSRP: $39.99 Wonderment awaits, anytime. Illuminate the night with ZipString LUMA, the ultimate glow-in-the-dark toy that carefully balances forces of gravity, lift, tension, and drag to fly a looped string in the air for amazing tricks. The light from LUMA charges the string and makes it glow in the dark. Now kids can be mesmerizing any time of day. Indoors or outdoors, ZipString LUMA is the perfect go-to companion to captivate everyone around.

FRANKLIN SPORTS Contact: jmurphy@franklinsports.com NBA Grow-with-Me Basketball Hoop Ages: 3+ | MSRP: $29.99 | Available: January 2025 The NBA Grow-with-Me Basketball Hoop is designed for little athletes learning to play basketball. Kids can start shooting on the hoop at its lowest height and adults can raise the hoop to the higher settings as their player grows and gains confidence.

28-inch Golf Club & Foam Balls Ages: 3+ | MSRP: $16.99 | Available: January 2025 Golfers can practice their swing with this 28-inch club designed for all ages. This club features an oversized head and a durable fiberglass shaft. The ergonomic grip is designed to teach proper hand positioning. This set includes foam golf balls, which are perfect for practicing.

FRANKLIN SPORTS Contact: jmurphy@franklinsports.com NERF Vortex Bat & Ball Set Ages: 6+ | MSRP: $12.99 | Available: Spring 2025 Sluggers can blast their game to the next level and sock some dingers with this set. The NERF Vortex 30-inch Baseball Bat is air-pressurized so batters can launch balls farther than ever before. The NERF Vortex Ultra Curve Baseball is designed with the ultimate grip, balance, and control and howls when pitched. Players can throw sliders, fastballs, and curve balls with ease.

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OPINION

THE NEED FOR NEW

ACTION IP WHO WILL CREATE THE NEXT GREAT BRAND FOR KIDS AGES 5-10?

by Isaac Elliott-Fisher, filmmaker and owner of Village Toy Castle

THE MODERN CHILDHOOD Following World War II, cheaper materials like plastic and the introduc-

tion of TV marketing reshaped the toy industry. TV turned kids into advocates who could drive purchases with wants that parents responded to. Those desires ruffled some feathers and led to restrictions on marketing toys to kids.

In the 1980s, U.S. President Ronald Reagan deregulated the FCC opening the floodgates for toy companies to finance what were often considered 30-minute animated commercials in the form of cartoons. Brands like Masters of the Universe, Transformers, Strawberry Shortcake, and G.I. Joe led a revolution spawning a tidal wave of action figures, vehicles, and playsets for the remainder of the decade, all backed by shows, movies, and publishing programs that, with the embrace of licensing, turned brands into franchises.

CONTROL KILLED CREATIVITY; POLICY STIFLED PLAY One could argue that this free market capitalistic frenzy created a rich environment for creativity and storytelling through competition. However, critics posited that mass consumerism was dangerous to kids and resulted in them mimicking what they saw on TV, ignoring that kids used corporate storytelling as a jumping-off point to create endless magical worlds off-screen, each

powered by imaginative play.

Through my interviews, I discovered the arms-length nature of a toy company hiring an animation studio, that in turn hired freelance writers and artists who were driven not by creating toy commercials, but by crafting art that made for a rich environment of timeless storytelling. Eventually, the lobbyists won with new regulations taking effect into the 1990s.

Where creativity and collaboration once existed, toymakers created silos in which they own their artists and writers and can control their output internally.

“All the streamers and studios are really playing it safe with children’s animated content and copying each other right now,” says animation director and producer Ciro Nieli, showrunner on the 2012 Teenage Mutant Ninja Turtles reboot. “And the last thing any of them are thinking about is producing shows about fighting men.”

A FRACTURED MARKET While many like to point the finger at electronics and technology as the primary culprit in the KGOY (kids getting older younger) phenomenon, this has been occurring since the first tsunami of video game consoles and computers arrived in the ‘80s. Kids’ attention is

Top photo: From the documentary Power of Grayskull: The Definitive History of Masters of the Universe | Source: Isaac Elliott-Fisher, Definitive Film

C

an a toy commercial inspire play?

Can it teach play patterns? Can it enrich a childhood through creative inspiration? Or is it just crass commercialism aimed at parents’ wallets?

For nearly 15 years, these questions have remained top of mind through my work as a documentary filmmaker exploring the history of iconic toy brands and franchises. During the COVID-19 pandemic, I began collecting interviews with industry professionals, experts, psychologists, and historians to explore the psychology, evolution, and history of toys, play, and the delicate art of marketing to children. I sought to understand how and why the changes in media and new product development and consumption impact the overall quality of childhood.

A few years ago, I set out to explore this subject as I watched my kids grow from toddlers into preschoolers and elementary school-aged little people exploring their world through play. At retail, we eventually landed in a vast wasteland of empty shelves, toys for adult collectors — or “kidults” — and easy access to addictive screens.

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increasingly at a premium, and while I to go and play outside. Unlike their believe that screens can take part of the parents and grandparents, they won’t blame, it’s time to take a hard look at know a walk to the neighbor’s house the product offerings on the table and with their action figure carrying case to their marketing (or lack thereof). play in the backyard or garden blowing As the owner of a small, destinaup G.I. Joes, nor will they dig sewers tion toy store in rural Ontario, Canafor the Teenage Mutant Ninja Turtles da, I do my best to stock a wide array or fly X-Wings through the hedgerows. of products aimed at kids in the 5-10 Instead, modern parents have the bracket. Each year, it becomes increasincredibly misinformed notion that the ingly difficult to find new, unique, and real world is dangerous and we should exciting products geared toward kids keep kids inside, tethered to small, Inin that range — especially for boys. I ternet-connected screens to keep them find it nearly impossible to find action busy and protect them from danger. In toys that aren’t just tired, old, recycled reality, we’ve given them what amounts brands that kids’ fathers played with to highly addictive dopamine machines decades ago. And in many cases, those with little regard for the effects on very brands are now repositioned for childhood brain development. adult collectors reconThe battle may be inspired by on-screen action, but necting with their childimaginative play has no limits. | Source: Isaac Elliott-Fisher hood heroes.

Since the smashing success of Spin Master’s PAW Patrol more than a decade ago, there has been a habit of diluting popular IP by reshaping it for younger audiences.

In my research, I discovered that animation studios are no longer discussing how totemic a Play researcher Dr. Kathy Hirshdesign is — instead, they are now seekPasek is a vocal advocate for the imporing ways to age-down every tired IP into tance of screen-free, imaginative play the preschool space following a nowas essential for kids.“If you really want ubiquitous form factor. Kids don’t typto grow the CEOs of the future and not ically hold nostalgia for their preschool the worker bees, then allow children to brands, but they remember what they play and discover and develop the actual were into in grade school. skills they need for the modern world,” Kids ages 5 and up no longer have she says. a common monoculture access point to Meanwhile, parents seeking action discovery. They’re not plunked in front toys for kids in the 5-10 range are surof the TV for short bursts of enterprised to discover that the industry has tainment before going on adventures aged down to preschool or aged up for outside. These stretches of collective adults with little middle ground. experience gave kids access to a shared “When it comes to the phenomenon language of play that became “water of children growing up faster, it seemed cooler” talking points to discuss on the that for some time toy companies just playground. Kids’ collective sense of accepted that,” says former Mattel CEO culture, storytelling, experience, and Tom Kalinske, who later led SEGA in its creativity drove toy sales. battle against Nintendo. He notes that A STORM OF COMPLACENCY the industry seems to be getting better Many of today’s kids are not allowed at addressing the market shift.

CRAFTING NEW NARRATIVES As parents, we are hijacked by the media we consume. We have to work twice as hard to manage our fears and emotions while curating content for our kids in a world where they don’t need to discover anything of their own. And this is where I’m personally torn.

My middle son discovered the world of Godzilla through the YouTube algorithm, but the play pattern he adopted wasn’t play, it was display. He set up his many Godzilla action figures in static displays, learned from watching adults on YouTube in the mindless “content” through which they make their living. He discovered something to want and play with, but the pattern dictated is not narratively enriching, nor are there the same safeguards and regulations as there were with TV. Kids are still kids, they haven’t changed on a biological level. They still NEED to play with their hands, outside, in the dirt, under the couch, and on the floor.

The tools with which they do this can be selfmade, found, or purchased, but there is nothing wrong with providing options they can discover, work for, and enjoy.

We live in a commerce-driven world that kids are a part of. Whoever cracks the code to provide them with new, creative, and exciting options will make a mint while convincing kids to put down the screens. Who will create the next iconic brand before it’s too late? 

Since childhood Isaac Elliott-Fisher has been pushing his creative limits.

As a cinematographer, illustrator, designer, builder, and filmmaker, his work spans reality TV, commercials, music videos, and feature films — including documentaries covering some of the world’s biggest toy brands.

He also owns Village Toy Castle, a destination specialty toy store, and is ramping up production in his own toy factory, Definitive Toys.

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Source: 9 to 5 Warriors

THE ACTION AISLE ZURU

9 TO 5 WARRIORS

Smashers Mega Horror House Series 1 Ages: 3+ | MSRP: $29.99

9 to 5 Warriors Wave 1 Ages: 15+ | MSRP: $24.99

Kids can embark on a spinetingling adventure with Smashers Horror House as they smash, dig, and dissect, to bring their monster to life and unearth more than 35 surprises. Just in time for Halloween, little ones can build, battle, and collect them all.

This 1990s-inspired action figure line follows a group of office supplies known as the Water Cooler Commandos.

The 10 office supply-themed characters have their own personalities and protect the office from Break Room Bandits.

Collectors will find Major Eraser, Tech Sergeant Scotchy (pictured), Colonel Custard, and Commodore Crisps, each featuring vintage-style articulation. A second wave is in the works.

HASBRO Star Wars: The Retro Collection Star Wars: The Acolyte Multipack Ages: 4+ | MSRP: $59.99 | Available: Fall 2024 Inspired by the original Kenner Star Wars action figures of the late 1970s, this box set includes 3.75-inchscale figures of Mother Aniseya, Jedi Knight Yord Fandar, Mae (Assassin), Jedi Master Sol, Osha Aniseya, and Jedi Padawan Jecki Lon as they appear in Star Wars: The Acolyte on Disney+.

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JAKKS PACIFIC

SMART ZONE HK

Chūbu Pop Marvel Assortment Wave 1 Ages: 4+ | MSRP: $4.99

Mighty Man 12-inch Action Figure Ages: 3+ | MSRP: $14.99

Kids can collect Spider-Man, Hulk, Captain America, and Iron Man in a new way with this line of action fidget tubes. Each character expands and contracts to make sounds and the ridges allow bending for display.

This 12-inch action figure features five points of articulation, comes with a removable hammer, and says three phrases from the Mighty Man animated series.

YUME Spider-Man Tower Series Ages: 8+ | MSRP: $14.99

SUPER7 Teenage Mutant Ninja Turtles ULTIMATES! Wave 12 Ages: 14+ | MSRP: $55 | Available: February 2025 Inspired by the 2003 Teenage Mutant Ninja Turtles animated series, these 7-inch scale, highly articulated figures of Leonardo, Raphael, Donatello, and Michelangelo feature premium detail and paint and come with interchangeable heads and hands, as well as multiple accessories.

This blind box series of Spider-Man surprise toys swings into action with seven Spidey figures to collect, including the Iron Spider, Spider-Ham, and other cute and campy versions of the famed web-crawler.

NACELLE C.O.W.-Boys of Moo Mesa Action Figures Ages: 14+ | MSRP: $34.99 Available: Spring 2025 Lasso the fun with Marshal Moo Montana, Cowlamity Kate, and Terrorbull. Each 7-inch scale action figure features 23 points of articulation and comes with character-specific western accessories.

THE LEGO GROUP LEGO Icons Transformers Bumblebee | Ages: 18+ | MSRP: $89.99 Known as B-127 on his home planet Cybertron, Bumblebee is often considered the “little brother” of the heroic Autobots. He may be small, but his courage and determination are immeasurable. Designed with Transformers fans in mind, this detailed, 950-piece interpretation of the iconic 1980s Autobot converts from robot to vehicle mode without rebuilding.

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THE ACTION AISLE MOOSE TOYS

PLUNDERLINGS

Despicable Me 4 AVL Deluxe Minions Ages: 4+ | MSRP: $19.99

Plunderlings Cursed Idol Ages: 6+ | MSRP: $39.99

AVL Deluxe Minions Mel (pictured) and Dave are on the job sporting their AVL suits with unique detailing. Each oversized Minions figure stands more than 5 inches tall and features glass eyes, and 10 points of articulation. They come in premium packaging for in-box collectors.

Celebrate this summer’s brick-and-mortar retail launch of Plunderlings with this 1:12 scale action figure featuring more than 25 points of articulation. It comes with accessories including a trio of alternate heads with different facial expressions, alternate hands, a crown, and more.

PLAYMOBIL Nauruto Figures Wave 3 | Ages: 5+ MSRP: $8.99 The Playmobil anime universe expands with a third collection of 12 figures inspired

by Naruto. Kids can collect a variety of characters, including Jiraiya (pictured), one of the three legendary Sannin, a disciple of Hiruzen, and the Godfather of the titular Naruto.

DIAMOND SELECT TOYS Muppets Sweetums & Robin Deluxe Action Figures Box Set Ages: 8+ | MSRP: $29.99 Available: Fall 2024 Movin’ right along, the next Muppets action figure set is here.

Combining one of the largest Muppets with one of the smallest, this 2-pack of Sweetums and Robin gives multiple points of articulation to the 11-inch Sweetums, and buckets of cuteness to the 2-inch Robin.

TOMY Warhammer Plush Collection Ages: 3+ | MSRP: $16.99 Kids and collectors can immerse themselves in the world of Warhammer with this line of 5- and 6-inch collectible plush inspired by Games Workshop’s Warhammer 40,000 and Warhammer Age of Sigmar. Fans can collect Gnasha-Squig, Spanna Grot, Nurgling: Little Unclean One, and Sacrosanct Gryph Hound.

JADA TOYS Minecraft 2.5-inch Metalfigs Ages: 8+ | MSRP: $4.99 These detailed collectibles feature the most iconic characters from the popular video game, Minecraft. Kids can collect Steve, Alex, Creeper, and Warden, each sold separately. Minecraft turns 15 this year.

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THE ACTION AISLE PMI KIDS’ WORLD Stumble Guys Articulated Action Figures 1-pack Window Box Assortment Ages: 8+ | MSRP: $12.99-14.99 Kids can stumble into the world of Stumble Guys with this range of 4.5-inch action figures. There are five different characters to collect and each comes packed with exclusive stickers inspired by the video game.

Fans of one of the most downloaded mobile games can unbox an ensemble of charming characters, including the iconic Mr. Stumble, Banana Guy, Sprinkles, Cereal Killer, and Dynamitron.

BONKERS TOYS Ninja Kidz Mystery Warrior Pack Ages: 3+ | MSRP: $39.99 | Available: Fall 2024 Fans of the Ninja Kidz YouTube channel can unbox 18 surprises for collecting and role-play fun. The Warrior Pack includes mystery action figures, ninja gear for pretend play, a spinner, and more.

THE LEGO GROUP LEGO NINJAGO Cole’s Titan Dragon Mech Ages: 12+ | MSRP: $99.99

MATTEL

Inspired by season two of NINJAGO Dragons Rising, kids can build a 1,055-piece poseable mech piloted by an Elemental Master from the cockpit beneath its head. The Dragon Mech features blade wings, a large sword, and comes with an exclusive Mech Cole Minifigure.

Fisher-Price Imaginext Star Wars R2-D2 Ages: 3+ | MSRP: $79.99 Standing more than 17 inches tall, this interactive toy features lights and sounds, a hidden projectile launcher, a pretend spinning blade, and more. When kids place the C-3PO die-cast metal character key on the Power Pad and turn it, the iconic droid activates R2-D2 with character sounds, head-spinning action, and other surprises.

JAZWARES Pokémon Select 6-inch Articulated Figures Ages: 8+ | MSRP: $19.99 Kids can collect an assortment of Pokémon, each with 15 points of articulation. Each figure includes a special posing arm accessory for dynamic display and comes boxed in the Select Series’ signature black and silver packaging.

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BACKSTORY

FORMING VOLTRON

Source: Mattel

40 Years of Defending the Universe

by JOHN DEQUADROS, Rip Rocket Photography

O

n September 10, 1984, Voltron: Defender Of The Universe premiered — the result of a collaboration between World Events Productions (WEP) and Toei Animation. Conceived by TV pioneer Ted Koplar, the series drew inspiration from Japanese anime and focused on a team of pilots who command a pack of combinatory lions in their battle against the evil Drule Empire. When united, they formed the mighty Voltron.

“We didn’t know it at the time the original series was released, but it turns out that anime programs like Beast King GoLion and Dairugger XV [the shows on which Voltron was based] were part of a long history of giant robot team shows with enduring popularity in their origin country of Japan,” explains VoltCon organizer Patrick O’Connor. “It makes sense that they would also have appeal abroad.”

division to offer consumers a range of tie-in products that appeared on the pages of The Toy Book and quickly flew from store shelves.

Panosh Place acquired the license in 1985, focusing on plastic toys in the 3.75-inch scale. In addition to redesigned lions with opening cockpits, the company released pilots with removable helmets, villains, vehicles, and the Castle Of Lions playset. LJN took over in 1986, releasing everything from wind-up lions to a Voltron figure that transformed into binoculars.

In recent years, manufacturers including The LEGO Group, Mattel, Playmates Toys, Funko, and Super7 have all created toys inspired by this legendary saga. And, with the 40th anniversary of the franchise this year, anticipation mounts as fans — and retailers — eagerly await commemorative items set to mark this monumental occasion.

“I loved giant robots. To find a robot that was made up of other robots just blew my mind!” — Daniel Pickett, Action Figure Insider With its striking visuals and immersive stereophonic sound, audiences quickly embraced the series, making it the top syndicated kids’ TV show in the U.S. After its conclusion in November 1985, several spin-offs followed, including Voltron: The Third Dimension (1998) and Voltron Force (2011). In 2016, Source: Playmates Toys DreamWorks Animation collaborated with WEP for Voltron: Legendary Defender, an acclaimed reboot with eight seasons streaming on Netflix.

Central to the brand’s longevity has also been an extensive line of toys, beginning with a series of combinable metal figures released

by Matchbox in 1984.

Renowned for its diecast vehicles, Matchbox retooled the original Japanese molds and worked closely with Bandai’s Popy

“We’re eager to tap into the power of this anniversary year across the Voltron ecosystem and fandom,” says Jeff Trojan, Vice President of Marketing — Boys Brands at Playmates Toys. “[We’re] releasing the classic ‘84 lions in their individual packages, but once you collect them all, they combine together to form Voltron and include more than 60 sounds and phrases.”

Additional licensing partners will release toys and collectibles in the months ahead, including a Fisher-Price Little People Collector set due from Mattel next month.

Backed by groundbreaking animation and innovative toy design, Voltron continues to inspire audiences with themes of courage, friendship, and the triumph of good over evil. A permanent fixture within the pantheon of popular culture, Voltron’s legacy is certain to continue shining brightly for generations to come.  John DeQuadros is a professional toy photographer and versatile freelance writer with a keen focus on popular culture. He contributes a weekly column to ToyTales.ca and his work regularly features on platforms like StarTrek.com and 8-Bit Pickle.

Connect on social media at @RipRocketPix.

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BRANDED CONTENT

O

ver the past few years, the building category has evolved. New products continue to offer kids new ways to play while giving retailers a chance to refresh their assortments and cash in with increased sales and revenue.

Amid the growth in building sets, the magnetic tile space has become increasingly competitive. Now, Moose Toys is entering the category with a new brand, Tile Town. To learn more, The Toy Book caught up with Joe Smith, Vice President of Global and U.S. Marketing, Licensed Brands, at Moose Toys for some insights.

“We’ve been following and brainstorming around the building space for quite some time, and in early 2023 we locked in the concept for Tile Town,” Smith says. The brand, launching this fall, brings fresh ideas to the play pattern.

“We collaborated with our licensing partner to create the most authentic tile-based playset possible.

BBC Studios has a long-term relationship with Moose and is a fantastic launch partner with Bluey.”

— Joe Smith, Vice President of Global and U.S. Marketing, Licensed Brands, Moose Toys

BUILDING: EVOLVED “It is important for us to innovate in the space given the competition,” Smith explains. “We aspired to create a brand that adds play value for kids with our Magnetic Action Tiles, Magnetic Characters and Figures, and unique builds based on kids’ favorite themes and top-tier licensed properties.”

Licensing is rare in the magnetic tile space, and at launch, one of the first residents of Tile Town is a familiar blue heeler, Bluey. Working with licensed brands, Moose Toys finds inspiration to engineer new shapes that unlock additional possibilities for play.

“We loved the idea of applying our thinking with the Tile Town brand in general to licenses,” Smith says. “With our licensed sets, you’ll see unique, bespoke tiles that make iconic structures come to

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BRANDED CONTENT

BLUEY HEELER FAMILY HOME TILE SET Ages: 3+ | MSRP: $59.99 Available: October 1, 2024 The iconic home from Bluey is re-imagined as a Tile Town magnetic building set. Kids can build the house — complete with steps and a picket fence — and a moving swing set. The Heeler Family Home comes with more than 45 magnetic tiles and offers a 360-degree play environment for the two included figures, Bluey and Bingo, each based on the global hit animated series.

An oversized Action Tile of Bluey’s Kiwi rug gets up to four figures moving and grooving.

life. A good example is the chimney on the Bluey Heeler Family Home.”

The team at Moose also created an ownable look for its figures, a style and form factor upon which licensed characters may be applied. Bluey and Bingo are prime examples.

“We collaborated with our licensing partner to create the most authentic tilebased playset possible,” Smith says. “BBC Studios has a long-term relationship with Moose and is a fantastic launch partner with Bluey.”

ACTION TILES A major point of difference between Tile Town and other products on the market is the inclusion of Action Tiles in each set. “Action Tiles are magnet-activated feature tiles unlocked by our Magnetic Figures,” Smith explains. “This opens

up some really cool action and reaction moments, extending the ‘play’ aspect of the playsets.”

In the Bluey Heeler Family Home, kids can use Bluey’s iconic Kiwi rug to get up to four figures spinning and dancing while placed upon it.

REINVENTION & EXTENSION It’s only natural that kids tend to cross-pollinate the toy box, and Tile Town is built with that in mind. Retailers should be familiar with the oft-used label, “Compatible with Major Brands,” and Tile Town most certainly is. “We thought this was important for parents and kids to not have a barrier to maximizing their tile play,” Smith says.

BUILDING SUCCESS AT RETAIL Moose Toys is launching Tile Town with Bluey, but that’s just the beginning.

Additional licenses and original IP are set to join the fun in the months ahead as Moose unleashes a 360-degree marketing campaign, “Click, Build, Play,” with a robust slate of media to support it.

“We’ll be welcoming our retail partners from around the world to our Los Angeles showroom this fall,” Smith says.

“In addition to our launch lineup, we look forward to showing the trade what’s in the pipeline. We can’t wait for kids to start building their own Tile Towns.” 

Tile Town is packed with play value. | Source: Moose Toys

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OUTSIDE THE BOX

T

here’s no denying that the toy aisles within our favorite mass retailers are among the most visually chaotic and ever-evolving environments for consumers to navigate. Every toy and entertainment brand is vying for the attention of parents and children alike within this highly competitive retail landscape. Maintaining their attention while motivating their purchase decisions is no easy task.

As an expert in package design for licensed toy and entertainment brands, I understand the importance of staying informed of marketplace trends and graphic approaches, and how this insight can translate to package design that actually sells. Let’s take a look at some existing and emerging trends among licensed brand packaging, and how licensors are leveraging them to establish a look that stands out on store shelves and resonates with consumers.

Packaging for Pokémon licensed products features Poké Balls in tones of red, white, or gray. | Source: The Wand Co.

BREAKING THROUGH VIA DESIGN SIMPLICITY Minimalist design has emerged as a powerful package design trend adopted by many consumer product brands, and licensed brands are no exception. Licensed brands are opting for a clean, uncluttered package design that focuses on essential design elements and communication, allowing brand identity and character art to take center

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stage. This approach creates a more sophisticated and visually impactful look that contrasts the chaos on the shelves, drawing the eye of consumers.

I’m seeing licensed product packaging programs relying primarily on a single, solid, bold color that dominates the entire package design system. Marvel’s Spidey and His Amazing Friends packaging is primarily white, which makes the images of Spidey, Gwen, and Miles in action and the fun, primary-colored logo stand out beautifully. The packaging program for The Super Mario Bros. Movie licensed products is a sleek, black design with an upscale appeal. Again, the logo and character art dominate the onpack communication alongside the product name. If you look closely, you’ll see a handful of spot-varnished game icons on the black background — a subtle design detail that doesn’t interfere with the packaging’s simplicity. When an insert or product field is needed, it uses a subtle, pale gray pattern of game iconography on a white background.

TEXTURED AND PATTERNED STORYTELLING In addition to the use of character artwork and scenery to set the stage for storytelling, some licensed brands are utilizing textures and patterns as the overall background for their packaging programs in order to bring the consumer into the property’s world.

A slimy, purple brick wall serves as the background of Paramount’s Teenage Mutant Ninja Turtles: Mutant Mayhem packaging to take us into the urban sewer environment. A dense, glittery pattern of circles, stars, hearts, and abstract cat paws forms the perfect teal and pink textural backgrounds for Dreamworks’ Gabby’s Dollhouse packaging program. Disney, shifting from dedicated packaging for each film to packaging that represents the entire franchise, now uses a bluish-white, crystalized ice texture as the background within the trade dress for its packaging for licensed products inspired by Frozen.

And, The Pokémon Co.’s packaging for Pokémon licensed products utilizes a pattern of Poké Balls in tones of red, gray, or

Source: Basic Fun!

white as the overall background or as the backdrop behind product photos or the actual product.

COMBINING STRUCTURE AND ARCHITECTURE DESIGN Establishing unique and ownable package design architecture is a fundamental aspect of my agency’s licensed product package design philosophy. It is a strategy we use to ensure that a licensed brand will immediately connect with consumers throughout the retail environment — in every product category. When well-conceived package design architecture seamlessly combines with a strong structural design strategy, a licensed brand’s package design system becomes even more engaging to consumers.

Dreamworks’ Trolls: Band Together packaging is dominated by a faceted gem design architecture in vibrant hues that undulate from yellow and green through magenta to violet and cyan. The faceted gem architecture also defines the structural design strategy across packaging formats to make a powerful brand statement at retail. Although its interpretation sometimes varies from one packaging format to another, the overarching visual aesthetic remains cohesive.

Hasbro’s packaging for last year's Dungeons & Dragons: Honor Among Thieves products leverages an ornate, gilded framing device to define the front panel of every product’s package. Structurally, the corner where the front, top,

and right side panels meet is a triangular wedge shape that houses the Dungeons & Dragons ampersand brand element. In this case, the structural strategy forces the frame design architecture to trace the 45-degree angle that it creates, which establishes a distinctive design detail that ties the entire product line together.

PACKAGE DESIGN AS A PURCHASE MOTIVATOR For licensed toy and entertainment brands, staying attuned to new design trends and graphic approaches is essential to maintaining a competitive advantage and retaining consumer mindshare.

Remember: The first point of contact between licensed consumer products and their target audience is through packaging. It’s the visual gateway through which consumers enter the brand’s world.

If that experience is captivating and engaging, it will leave a lasting impression and influence consumers’ buying decisions. 

Ted Mininni is President and Creative Director of Design Force, a design consultancy for global brand leaders in toy and entertainment. To learn more about the key design strategies his consultancy employs in the development of package design and style guide design for toy and entertainment brands, reach out to him directly at (856) 810-2277 or via email at tmininni@ designforceinc.com. Visit designforceinc.com for more information.

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WIT STORIES

Gaming

with non-gamers

A Quest to Welcome New Players to the Table

by DEIRDRE CROSS, Senior Vice President of Games, Moose Toys

Y

ou might have 1,000 games in your collection if you’re like me.

And even if you don’t, if you’re reading The Toy Book, you’re likely exposed to a multitude of games across every category. Being in the industry, everyone seems to expect you to be the master of play, so here are some tips to make sure that you’re ready to pack the fun into any adventure!

Choosing which games to take on your next vacation is a bit like developing the product itself. When I mentor young inventors, I often share a crucial piece of advice: Consider who your audience is. Think about them and envision yourself in their shoes; this perspective will help you craft the right game to connect with them.

Knowing Your Audience

What are the ages of the people you might be vacationing with? When was the last time they learned a new game?

Are they seasoned gamers? Resist the urge to introduce non-gamers to your most complex game, even if it’s your favorite one!

The age of the players is an obvious criterion for children, but with adults, the gaming selection requires more nuance. We’ve found that older generations often prefer the familiar terrain of classic games over the uncharted waters of new or unusual play patterns. They might enjoy classic card games or slight variations on familiar themes.

Imagine How These Games Fit into Their Vacation Adventure

gwarts y Potter Ho aying Harrnd ton, pl ng ys hi jo as en W y , il m la fa mano Is . ay Ca pl on The extended to h e ac m be ti e of Battle atthth long stretch a ve ha ey where

If you’re embarking on a journey by air, you’ll need something portable — that’s a given. Should it also be sandand water-resistant for beach days?

When considering “vacation life,” I also think about screen-free activities and how a game can fit into those brief

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* Deirdre’s Go-To * * Vacation Adventure List *

redom BustersBin*go * Back Seat Bo es), Classic Backseat

Flipslide (Moose Gam * Card Games * s!) (the ones with the little sliding window Push (Ravensburger), Slamwich (Gamewright/Buff alo

s * * Party Gameena mes (CGE)

Games)

Scream (Funko Games), Cod

gy Games * * Light Strateue Orange),

Kingdomino (Bl , Harry Potter Hogwarts Battle (The Op) r) rge sbu Villainous (Raven

Poolside is perfect for intuitive card games, like Push!

windows of time, like between when they close the airplane doors and when the Internet kicks in at 30,000 feet.

How Much Time Do They Have to play?

When we travel to our family cabin — an off-grid adventure with no Internet — it feels like we have all the time in the world. In reality, I can usually get people to join me for a game for about an hour or so. But without distractions, their appetite for gameplay innovation is surprisingly high!

Leave Them Hungry For More!

It’s easy for board games to overstay their welcome on a vacation. Try setting a specific time for gaming — a time-

Even the rambun us sons take on Disney Big Thunderctio Mountain Railroad Game if they’re at the cabin!

boxed afternoon or evening — and select a specific set of games to play. I often refresh myself on the rules before we sit down to play to reduce the time spent learning them.

Being knowledgeable about the rules can help bring a table of players up to speed very quickly and make the experience less intimidating and much more fun!  Deirdre Cross has been in the toy business for 17 years, working on more than 600 games. Formerly a partner at Forrest-Pruzan Creative and Prospero Hall, she recently served as the General Manager at Funko Games. Deirdre is now Senior Vice President of Games for Moose Toys and serves on the board of directors for Women in Toys, Licensing & Entertainment. Based in Seattle, she and her husband are raising two rambunctious boys.

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Source: Definitive Toys

SHARED ADVENTURES, HEATED BATTLES THEORY11

DEFINITIVE TOYS

Teenage Mutant Ninja Turtles Playing Cards Ages: 8+ | MSRP: $12.95

Mad Dog Demo Derby: The Collectible Tabletop Derby Game Ages: 7+ | Available: 2025

Celebrate 40 years of Teenage Mutant Ninja Turtles with this set of themed playing cards. The set features custom artwork of Michaelangelo, Leonardo, Donatello, and Raphael, plus a shell design with green, red, and silver foil on black paper.

The excitement of a demolition derby comes home with this new tabletop strategy game in which players face off in a race to be crowned or crushed. Each player chooses a car and driver with special abilities and plays unique cards to move their cars around the arena and score points for hitting other cars. The player crowned “Mad Dog” wins.

The base game set includes the game board, cards, tokens, action templates, and an assortment of colorful demo derby cars.

Additional vehicles sold separately to extend the fun.

FUN IN MOTION TOYS Shashibo Battle Shapes | Ages: 8+ | MSRP: $49.99 Each card from the deck features a different Shashibo shape for players to create. Players can flip the decision coin to determine if one player will attempt to create the shape before the sand timer finishes or if multiple players will battle each other to create the shape first.

Includes two matching special edition Shashibo magnetic puzzle cubes, a deck of cards, a decision coin, a sand timer, and a bell.

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SHARED ADVENTURES, HEATED BATTLES ASMODEE

CLEVER NOODLE

Star Wars: Unlimited — Shadows of the Galaxy: Two-Player Starter Ages: 12+ | MSRP: $34.99

Popped! The Reading Game Starring Balloon Dog Ages: 4+ | MSRP: $29.95

In this trading card game, players can battle as characters from across the Star Wars galaxy. This set includes two fully built, ready-toplay decks and focuses on scoundrels, smugglers, bounty hunters, and scavengers of the Outer Rim.

Kids take turns drawing cards that feature consonant-vowel-consonant pattern words and sound out each card. The player that collects the most cards wins; if they draw the Popped! card, they lose their cards.

THE POKÉMON COMPANY INTERNATIONAL Pokémon Trading Card Game (TCG): Scarlet & Violet Stellar Crown Elite Trainer Box | Ages: 6+ MSRP: $49.99 | Available: September 2024 In this expansion to the Pokémon TCG, the Legendary Pokémon Terapagos takes the throne, joined by Cinderace ex, Lapras ex, and Galvantula ex, all wielding brilliant new powers as Stellar Tera Pokémon ex. It comes with booster packs, dice, and more.

EXPLODING KITTENS Let’s Hit Each Other With Fake Swords Ages: 7+ | MSRP: $24.99 Players will try to collect three matching cards, then sword fight if they claim the same one. The game includes two squishy, foam swords and cards.

ARCHIE MCPHEE WHOLESALE Itty Bitty Wizards | Ages: 4+ | MSRP: $8.95 Each bag includes three different styles of wizards for miniature battles and games. Each wizard is 3-3.6 centimeters tall.

ULTRA PRO Hey Hey Relay | Ages: 6+ | MSRP: $15 Families must roll character dice and complete Challenge Card activities during their race across the board.

There are more than 50 Challenge Cards, plus Character Ability cards for additional gameplay. One game will last approximately 15 minutes.

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SHARED ADVENTURES, HEATED BATTLES LEARNING RESOURCES Summit Sums | Ages: 5+ | MSRP: $21.99 In this 3D math board game, players solve Betty the Yeti’s subtraction and addition problems while racing to the top of the mountain. Boulders, Frankie the Goat, and more obstacles could impede kids while playing.

JAKKS PACIFIC Arcade Alley Tabletop Pinball Ages: 6+ | MSRP: $19.99 Available: Fall 2024 Friends can place the retro-themed pinball game on any tabletop and battle for the highest score.

FAT BRAIN TOYS Foosbots Stadium Battle Set Ages: 6+ | MSRP: $19.99 Players can build the stadium by fitting different parts together, then adding the two Foosbots. When kids squeeze the arms, the Foosbots spin to kick the ball. The set also includes a training camp with one double-sided goal, two blockers, and three cones.

GOLIATH Go Go UFO | Ages: 6+ MSRP: $19.99 | Available: Fall 2024 Kids will use their UFOs to abduct animals by placing animal and farmer cards face up on the floor and randomly placing Alien Antic cards face down. Players then race around the room with their spaceships to capture the cards for points. The player or team with the most points wins.

THAMES & KOSMOS The Gang | Ages: 10+ | MSRP: $14.95 In this cooperative version of a poker game, players bet on how their hand of cards compares to others, then try to make their prediction come true. Players select a chip indicating how good they think their hand will be, then deal cards and reassess their hands as cards are revealed. Bank vaults can be opened if hands are correctly evaluated.

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HASBRO

UPPER DECK

Arschmallows Party Card Game Ages: 13+ | MSRP: $9.99

Marvel Studios’ Thor: Love and Thunder Trading Cards Ages: 14+ | MSRP: $7.95-104.95

In this Marshmallow buttthemed strategy and memory game, players peek at two of six facedown cards, then try to discover what point value is hidden among the rest. Kids will strategize to get cards with the lowest points.

Players can also sabotage others with Action cards.

WINNING MOVES Rack-O Jr. Ages: 4+ | MSRP: $12.95 In this version of Rack-O, families compete to be the first player to fill their rack with cards from lowest to highest. Color-coded number cards, special cards, and four decorated plastic card racks are included.

Kids can trade cards featuring characters from Thor: Love and Thunder. The trading card collection includes talent autograph cards, intricate designs, and foiling and patterned holofoil cards.

ALLPLAY River Valley Glassworks Ages: 7+ | MSRP: $40 Players inhabit the role of a woodland creature pioneer as they take glass from the market of river tiles and strategically place it on their player board to score the most points and win.

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g n i Rac l l a F o t n I

SHIFT SALES INTO HIGH GEAR WITH THIS SEASON’S HOTTEST SLOT CAR RELEASES

by DAVE KENNEDY, Slot Car Evangelist, Publisher, Slot Car News

F

all is the season when slot car racers can expect the year’s hottest releases from a variety of international manufacturers.

This year is promising to be no exception, and retailers should take note of some key sets and single cars to excite seasoned racers while enticing new kids and families to enter the hobby.

Slot.IT

Italian slot car brand Slot.It will release what is undoubtedly its most anticipated car of the year with the 510 Datsun. The real car hit the track in 1971, racing in the U.S. during the Trans Am series. The slot car version has been one of the most requested cars in recent years. This release will be in 1:32 scale (the only scale that Slot.It makes) and features a fully race-ready chassis.

The iconic car has a nice set of metal wheels, sticky rubber tires, and a traction magnet, and comes boasting SIMONIZ livery.

Carrera

Carrera Revell of Americas will release its much anticipated NASCAR collection this fall with four cars at launch, each with the same deco regardless of scale. The 1:32 scale is available in digital and analog formats while the 1:43-scale Carrera GO!!! will feature

NASCAR stock cars from Hendrick Motorsports in both sets and single packs.

The release of Carrera’s NASCAR line is notable as it’s the first time in many years that any of the major slot car companies have released officially licensed versions of NASCAR vehicles in the most common scales, 1:32 and 1:43. Carrera Revell expects its products to hit shelves between September and October, just in time for the holidays.

Scaleauto

The Spanish brand Scaleauto plans to release a new series of slot cars that features cars that raced in the IROC Series from 1973-1974. This marks the first time that the Porsche 911s that were raced during those years are available as 1:32-scale slot cars. There are no less than a dozen cars set for release, including those driven by legendary drivers including Bobby Unser, AJ Foyt, Emerson Fittipaldi, and Richard Petty among others.

Each car features an adjustable chassis, high-quality metal wheels, and a high-performance motor.

Scalextric

UK-based Hornby Hobbies’ Scalextric brand adds to its slate of movie cars with a special edition 1969 Ford Mustang BOSS 429 inspired by the 2014

film John Wick. The new car follows the success of Scalextric’s recent pop culture hits, including cars and sets inspired by Back to the Future, Knight Rider, Batman, and the James Bond 007 series.

For this release, the company re-purposed the Mustang mold that it’s been using for years, most notably for replicas of cars raced in the Trans Am series. Few of its Mustangs have been produced using street colors to this point, so John Wick’s BOSS 429 should be well received by the hobby community, slot car collectors, and fans of the film series starring Keanu Reeves as the titular character.

In recent years, slot car racing has returned to the mainstream, and with these picks as inspiration, you can build or expand your slot car assortment to spark excitement and sales!  Dave Kennedy is the publisher of Slot Car News. He previously served as Brand Manager for Hornby Hobbies’ Scalextric and Airfix brands in America (2018-2020) and Marketing Manager at Carrera of America (2010-2017). He is a former staff photographer at The Danville News, Binghamton Press & Sun-Bulletin, The Journal News, and The San Francisco Examiner.

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CARRERA REVELL OF AMERICAS NASCAR Collection | Ages: 6+ | MSRP: $19.99-449.99 | Available: Fall 2024 Announced ahead of Toy Fair in New York last fall, Carrera unleashes its highly anticipated lineup of NASCAR slot cars and sets created in collaboration with Hendrick Motorsports. Sets include the 1:43-scale Carrera GO!!! NASCAR Talladega Competition and NASCAR Watkins Glen Duel for kids ages 6 and up; and the 1:32-scale Carrera Evolution NASCAR Darlington Showdown and Carrera Digital 132 NASCAR Daytona Challenge for racers ages 8 and up.

SCALEAUTO IROC Porsche Collection | Available: Q4 2024/Q1 2025

HORNBY HOBBIES Scalextric John Wick Ford Mustang BOSS 429 Ages: 8+ | MSRP: $69.99 | Available: Fall 2024 Channel your inner bogeyman with this iconic muscle car from the John Wick film series. This slot car combines classic American styling with modern performance for an adrenaline-fueled racing experience to get back at those who sit at the High Table.

This collection of 1:32-scale Porsche 911s is inspired by those driven in the International Race of Champions (IROC) series in 1973. Full details are not yet available, but each vehicle (MSRP TBD) will be similar to the example pictured above. Photo credit: Dan74 — stock.adobe.com

SLOT.IT Datsun 510 | Ages: 8+ MSRP: $69.99 | Available: Fall 2024 For its first Datsun 510, Slot.It selected livery inspired by the car driven by Bob Sharp during the Trans Am race at Lime Rock Park in 1972.

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Source: Playmobil USA

THE TRANSPORTATION HUB

PLAYMOBIL Porsche 911 Carrera RS 2.7 Off-Road Edition Ages: 5+ | MSRP: $69.99 Kids can go on off-road adventures with the Porsche 911 Carrera R.S 2.7 Off-Road set. The vehicle features a removable roof with a storage rack, space for four figures, and off-road equipment.

BASIC FUN! Tonka Steel Classics 2-in-1 Wrecking Ball & Crane Ages: 3+ | MSRP: $39.99 Enter the construction zone with a two-in-one toy featuring a wrecking ball and crane. The 20-inch-tall construction vehicle features a two-position boom arm that can rotate in all directions for endless imaginative play.

NKOK R/C 4WD Polaris RZR XP 1000 Ages: 6+ | MSRP: $29.99 Available: September 2024 For nearly 70 years Polaris has been synonymous with action and adventure. When Polaris introduced the RZR (Razor) in 2007 it quickly became one of the most popular side by side (SxS) off-road vehicles ever made.

Now, the Polaris RZR XP 1000 races into the toy department in R/C form with a pair of detailed replicas from NKOK. Each vehicle features high flex suspension, high-speed action, and a 2.4 GHz transmitter that allows up to 16 vehicles to simultaneously race with a 100-foot range.

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SMART ZONE Mighty Man Glow Truck Assortment Ages: 3+ | MSRP: $14.99 | Available: Fall 2024 This truck collection glows and talks with the push of a button, which activates three phrases from the Mighty Man cartoon series. Each truck has functional parts, glow features, and a free-wheel drive.

BACHMANN TRAINS The Elf on the Shelf Scout Elf Express Ages: 14+ | MSRP: $349.99 This officially licensed The Elf on the Shelf HO scale electric train set includes a steam locomotive with operating headlight and working smoke, two freight cars, and a classic red caboose. It also comes with a Super Impulse World’s Smallest The Elf on the Shelf Scout Elf figure, a 47- by 38inch oval track, a power pack, and speed controller with simple plug-in wiring.

PLAY VISIONS

TOMY

James: The Spy Bot Ages: 5+ | MSRP: $49.99 Kids can activate James with a special clapping code to begin their undercover missions. The Spy Bot features over 50 programmable actions, like voice modification, dance mode, spy mode, and more.

ZURU Metal Machines Speed Heroes Ages: 4+ MSRP: $19.99 Young racers can open the helmet to discover all the pieces needed to build their own custom race car. Each set includes more than 20 parts for full customization and features lights and sounds.

Monster Treads John Deere Rev ‘n Roar Semi 3-Piece Set | Ages: 3+ MSRP: $27.99 | Available: Fall 2024 This monster semi-truck comes with enormous tires and a removable trailer. The three-piece set features a ‘rev up’ engine sound and includes a 5-inch John Deere Gator with free rolling wheels and soft tires.

THAMES & KOSMOS RoboRails: The Robot Monorail System | Ages: 8+ MSRP: $49.95 This robot balances on a single wheel and glides along the track.

With 26 configurations, kids can assemble their tracks and choose from three special connectors: the seesaw, the splitter, and the cross switch.

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THE TRANSPORTATION HUB MATTEL

JADA TOYS

Hot Wheels City Ultra Shark Car Wash Ages: 3+ | MSRP: $59.99

Pink Slips | Ages: 8+ | MSRP: $4.99-19.99

Kids can drive their compatible Hot Wheels vehicles into the shark’s mouth and trigger a color reveal transformation when they press down on its head. The set features a transport handle and a built-in water drainage system, plus it folds for easy storage.

Pink Slips is a die-cast vehicle line of hand-picked luxury cars featuring a variety of styles, colors, paints, finishes, and designs. Each vehicle is available in 1:64, 1:32, and 1:24 scale. Collectors can look for limited-edition pink chase variants.

JAZWARES Marvel Spidey and His Amazing Friends Spidey Team Split Racer Ages: 3+ | MSRP: $29.99 | Available: Fall 2024

JUST PLAY

Divide and ride with an 8.5-inch team racer that splits into three separate vehicles. Kids can press the character heads to launch web darts or the Spidey Jet’s trigger to pop out its wings and activate sounds.

Disney Junior Mickey Mouse Ready to Race Garage Ages: 3+ | MSRP: $49.99 | Available: Fall 2024 Preschoolers can race their cars down the ramp, get repairs at the mechanics’ station, and visit the car wash to see their vehicles change colors. The three-story garage playset features lights, sounds, accessories, and more.

LEGO LEGO Technic Porsche GT4 e-Performance Race Car Ages: 10+ | MSRP: $169.99 Automotive enthusiasts can build a remote-controlled version of the Porsche GT4 e-Performance race car. This vehicle, which is the fastest car in the LEGO Technic CONTROL+ range, features lights, steering controls, and working doors.

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THE TRANSPORTATION HUB OWI AI SmartCore 4 | Ages: 8+ MSRP: $43.95 | Available: Fall 2024 Builders can use over 40 parts and the included remote control to guide this R/C kit. The AI SmartCore 4 includes four modular smart vehicles: all-terrain cube, super snake, titan tank, and turbo trike.

ROUND 2 Auto World 1969 Ford Mustang John Wick Ages: 14+ | MSRP: $104.99 This 1:18 scale die-cast vehicle replicates John Wick’s Ford Mustang as seen in the 2014 action thriller John Wick. The replica features a detailed engine, an accurate interior and chassis, and opening doors and hood.

LIONEL TRAINS The Polar Express 20th Anniversary LionChief Set Ages: 8+ | MSRP: $529.99 | Available: October 2024 Families can celebrate the season with this special edition train inspired by the CGI-animated holiday classic, The Polar Express.

The train features The Polar Express 20th anniversary logo along the illuminated tender and a shimmer finish along the passenger cars.

The set includes two coach cars, an observation car, four articulated movie characters, and more.

HST-RC HST G-Force Neon RiderZ Ages: 6+ | MSRP: $34.99 The G-Force features super-fast speeds and LED glow lighting. Kids can use the remote control for quick maneuvers, such as flips, spins, and full stunt flowering rotations.

EXPLORE SCIENTIFIC Tonka STEM R/C Builder Kit | Ages: 5+ | MSRP: $49.99 Available: October 2024 Kids can assemble, learn about, and operate three truck styles with this 40-piece STEMbased activity kit.

It comes with a 3-in-1 remote control that functions as an R/C controller, power drill, and screwdriver that budding engineers can use as the build an Excavator, Cement Truck, and Dump Truck.

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Kids rock the neighborhood on the Crazy Cart Shuffle.

Source: Razor USA

MARKETING MEMO

GRAND RESULTS WITH GRANDPARENTS

How Razor Tapped a New Market for the Crazy Cart Shuffle Launch

by ALI KERMANI, Vice President of Marketing, Razor USA

I

n the spring of 2023, when crafting the launch strategy for Razor’s new Crazy Cart Shuffle, our marketing team diverged from the traditional discussion of whether our target audience should be kids or their parents, and instead opted to set our sights on a demographic we haven’t historically focused on: grandparents.

With more three-generational households than ever, many grandparents play increasingly active roles in their grandchildren’s daily lives. We felt these older Gen-Xers and Baby-Boomers — who grew up at a time before digital devices — were more likely to appreciate the kid-powered Shuffle as an affordable way to get kids outdoors, physically active, and away from screens, suggesting that they may be the perfect audience to help this item gain early momentum.

Field research corroborated our hunch. As I visited independent toy and specialty retailers inquiring about their bestsellers and notable buying trends, I was repeatedly told that non-motorized wheeled goods were particularly popular with grandparents who remembered the “good old days when kids would play outside until the streetlights turned on.”

My personal experiences also supported the approach. As a parent of young boys whose grandparents play an important role in selecting the toys and sporting goods they are gifted, I have seen that

they clearly prefer to give gifts that get the kids outdoors and physically active.

Additionally, my mother’s first reaction to seeing the Crazy Cart Shuffle being ridden was remarkable, as she immediately asked if I could leave a pair of them at her house. She saw how much the boys loved riding the Shuffles and wanted to keep a set there so they would always remember her house as a fun place to visit.

Crazy Cart Shuffle on QVC Source: Razor USA

With these factors in mind, I flew out to Pennsylvania to launch the Shuffle on QVC’s “Christmas in July” event, which we thought would be highly effective in reaching grandparents and other gift-givers who plan their holiday purchases early. QVC’s audience is largely female and mostly over the age of 50 giving us a critical mass of the targeted demographic, plus the showcase-style presentation allowed us to include two irresistibly cute kids demonstrating on a set that was staged to look like the driveway of a suburban home.

The response was nothing short of incredible. In less than nine minutes on-air we sold out — $200,000 of product — prompting a return two weeks later, during which our total sales of this brand-new item surpassed $1.12 million!

In addition to driving huge consumer awareness and surpassing both Razor’s and QVC’s wildest expectations, this early success piqued the interest of Razor’s bigbox retail partners, who would go on to enjoy their own successes with the Shuffle during the holiday season.

Our strategy of focusing on grandparents for the launch of the Crazy Cart Shuffle not only helped us gain the early momentum needed to secure the interest of major retailers but more importantly, grandparents and the larger set of gift-givers now represent a third, viable audience for Razor to communicate with.

Going forward, we anticipate employing more strategies to reach grandparents in the hope that we can get all generations, from the youngest to the oldest, outside, active, and playing together!  Ali Kermani is the Vice President of Marketing at Razor USA and a champion of outdoor, active play.

For nearly 25 years he has worked to develop, launch, and market new products, including the award-winning Crazy Cart, RipSurf, and more.

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T

he dog days of summer are here and in the toy industry that means more time for play! While kids look forward to having fun all summer, parents and other gift-givers know that the best toys and games are about way more than just fun. Outdoor & Active toys can serve as tools to boost creativity, support physical health and fitness, promote screenfree play, and so much more.

Although back-to-school season is just around the corner, getting active in the great outdoors is the perfect opportunity for kids to develop new skills outside of the classroom while helping to combat the dreaded “summer slide.” Similar to other categories, nostalgia is making an appearance. “We believe in creativity,” says Heidi Ong, Communications & Marketing Director at WOW Sports & BigMouth. “It brings back the parenting style of the ‘90s — encouraging kids to get outdoors, get dirty, and have fun with the elements.”

From technologically advanced ride-ons and innovation in water slides to getting in touch with nature through exploration kits and even snow tubes, Outdoor & Active play is instrumental in helping kids develop gross motor skills, balance and coordination, and critical thinking. Outdoor adventures also encourage kids to disconnect from technology and reconnect with friends, family,

and the world around them. As a result, manufacturers in this space are focusing on interactive and kid-powered toys that stimulate kids’ imaginations, encourage exercise and emotional regulation, and present the opportunity for multiple kids or the whole family to play together.

“It brings back the parenting style of the ‘90s — encouraging kids to get outdoors, get dirty, and have fun with the elements.”

- Heidi Ong, Communications & Marketing Director, WOW Sports & BigMouth “Outdoor & Active play helps kids develop both physically and mentally,” explains Lia Miljour, Product Management Director of Toys, Bestway USA. “Being outdoors helps develop social skills and problem-solving skills, and keeps the imagination active. Plus, sunshine is always good for a boost of happy hormones and kids’ immune systems. These are just

some of the expansive benefits kids experience when they play outside, challenge their thinking, and stay active.”

Recent trends in the category include accessible designs that are easy to assemble and store, and multi-purpose products that offer more than one activity to keep kids entertained and, in turn, offer more value to help stretch consumer dollars.

As this evergreen category of play continues to evolve for new generations, a hearty sense of adventure is surely at the center of it. Thuan Tran, Vice President of Droyd, notes, “Beyond its developmental benefits, this type of play immerses kids in their surroundings, providing unlimited adventure during a period where environment and exploration are essential to childhood growth. Outdoor toys and rideables offer enriching experiences for enhanced playtime, only amplifying the development to come.”  Nadia is the Senior Editor at Adventure Media & Events where she writes for The Toy Book, The Toy Insider, and The Pop Insider. She loves to be outside with her chickens and is always ready for a game of giant Jenga.

In her free time you can find her curled up with a Sandra Brown mystery novel or obsessing over The New York Times Spelling Bee, although truthfully she would rather be at Hogwarts.

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BLUE MARBLE National Geographic Bug Habitat Explorer Series | Ages: 4+ MSRP: $19.99 Using the included bug catcher, net, and tweezers, kids can catch bugs then observe them in their natural habitats by adding dirt or sticks. The lid includes two magnifiers: a large viewer to see details up close and another that telescopes to expand the field of view.

MINILAND Eco Jr. Sand Set Ages: 18MOS+ | MSRP: $27.98 This sand set is made of eco-friendly materials and designed in soft, pastel colors. Available in two sizes, this set comes complete with a bucket, shovel, dustpan, and rake.

MGA ENTERTAINMENT

HAPE Trelines Classic Slackline 50 Feet Ages: 5+ | MSRP: $79.99 Kids can stay active with this physical challenge or compete with one another to see who can make it across the slackline without falling. The set includes a 50-foot slackline with a metal ratchet, a rubber grip handle, a 50-foot teaching line, and a storage bag.

Little Tikes 2-in-1 Pop ‘n Pitch Trainer Ages: 4+ | MSRP: $39.99 This automated pop-up pitching machine is designed for kids of all skill levels to practice their batting skills. Simple set up features make it easy to play anywhere.

THAMES & KOSMOS Wow in the World: Kids’ Binoculars & Nature Explorer Kit Ages: 4+ | MSRP: $19.95 The binoculars feature quality lenses, an adjustable width, soft eyecups, and a focus adjustment wheel. An eightpage manual tracks kids’ progress in the nature scavenger hunt as they listen to a guided expedition of the outdoors from Wow in the World’s Guy Raz and Mindy Thomas.

D&L CO. Stomp Rocket NASA Collection Ages: 5+ | MSRP: $24.99 Kids can run, jump, stomp, and blast off into space for hours of active play.

This set includes three NASA spacecraft, including the SLS Rocket, Space Shuttle Atlantis, and Saturn V Rocket alongside an adjustable launch stand.

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U.S. TOY CO. UBER Disc — 10-inch | Ages: 5+ | MSRP: $6.99 The Uber Disc is now available in a new 10-inch size. The lightweight hoop can fly more than 100 feet and it also floats. Its soft foam edges make it easy to throw and catch.

ZURU X-Shot Hyper Gel Stinger Blaster | Ages: 14+ MSRP: $9.99 This blaster uses a manual pull-to-prime mechanism to blast Hyper Gel Pellets at 150 feet per second. The Stinger comes with 3,000 Hyper Gel Pellets and protective eyewear. Players need to add water to hydrate the pellets.

BESTWAY USA H2OGO! Tidal Trifecta Mega Water Park Ages: 5+ | MSRP: $549.99 Kids can race their friends up the triple climbing wall, with individual padded handles and footholds for safety, before sliding down their choice of three slides, each with its own water sprayer to ensure the slide stays slick and slippery.

GOLIATH Wahu Bacpak Bodyboard Ages: 8+ | MSRP: $39.99 The patent-pending Wahu Bacpak Bodyboard makes carrying beach equipment easier. With its hands-free carrying system, the bodyboard can be worn like a backpack. Riders can choose to surf with or without the detachable leash.

DROYD Droyd Zypster | Ages: 3+ | MSRP: $249

JAKKS PACIFIC SW/CH Board | Ages: 8+ | MSRP: $79.99 | Available: Fall 2024 With slide-and-ride technology, kids can swap their skate setup in seconds. There are four options to choose from whether kids want to ride on flat ground, hills, indoors, or just hone their balance.

This mini electric go-kart is built on a sturdy steel frame and features an LED battery indicator, dual brushed DC motors, an automatic smooth-launch control pedal, and an electromechanical brake that rolls to a stop when the pedal is released.

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FUN IN MOTION TOYS

PEG PEREGO

Wandini Glow.0 | Ages: 8+ MSRP: $24.99 | Available: Fall 2024

Taurus | Ages: 3+ | MSRP: $399.99 This two-seater utility truck can tackle even the most extreme off-road driving. It features a 12V/12Ah/150Wh rechargeable battery, a powerful 350W motor, and two-wheel drive.

Create a magical illusion with this levitating LED wand. Kids can perform dazzling light shows at night with the wand’s updated flow, longer battery life, and brighter lights.

SCHYLLING TOYS Big Wheel Dazzler Ages: 3+ | MSRP: $99.99 The Big Wheel Dazzler features the signature Big Wheel design with an adjustable seat, an oversized 16-inch front wheel, and wide rear wheels that grip the sidewalk for high-speed stability. Now available in pink and purple.

TOMY Band-It Ball | Ages: 5+ | MSRP: $7.99 Band-It Ball is a unique three-in-one ball that can be used to play any game, anywhere. With its flexible design and simple bands, the ball can be transformed into three different shapes: a traditional ball, a football, and a flying disc.

RADIO FLYER Bubble Buddy Walker Wagon Ages: 1+ | MSRP: $34.99 This walker is kid-powered so bubbles will blow as the rear wheels move, whether the wagon is pushed or pulled. The handle locks into place to provide extra support for beginners, and can be unlocked to transform into a pull wagon.

SPYRA SpyraGo | Ages: 8+ | MSRP: $54.90 The SpyraGo water blaster features a compact and portable design complemented by a textured handle for a secure grip and a strap connector for effortless on-the-go fun.

With LED technology, it keeps kids informed with real-time shot counts and battery status updates.

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JAZWARES Squishmallows Pool Floats (BigMouth) Ages: 8+ | MSRP: $19.99

EDUCATIONAL INSIGHTS

These 36-inch round BigMouth x Squishmallows pool floats are easy to inflate and deflate. Families can collect them all for a fun pool party with everyone’s favorite Squishmallows squad. Pictured is Gary the Giraffe.

GeoSafari Jr. Rocknoculars Ages: 4+ | MSRP: $16.99 Kids can collect and store rocks in the storage compartment, then extend the eyepiece to observe the rocks under the magnifier for an up-close view. Features a carrying handle, storage space, and an extendable eyepiece with 3x magnification.

HASBRO NERF N Series Infinite Ages: 8+ | MSRP: $29.99 The NERF N Series Infinite dart blaster features an innovative battle belt that lets kids reload darts quickly and easily as they play. The removable belt has a 40-dart capacity.

The pump-action Infinite blaster includes 80 NERF N1 foam darts and has onboard 16-dart storage.

BIGMOUTH Officially Licensed NFL Snow Tubes Ages: 6+ | MSRP: $39.99 Available: October 2024 Hit the slopes while showing off your favorite NFL team with these officially licensed snow tubes. Available in various NFL team colors and designs.

HUFFY Green Machine 16-inch Drift Trike | Ages: 5+ | MSRP: $149.99 Huffy has reimagined the classic Green Machine to include dual steering rods, a coaster brake, a tool-free adjustable seat, and injection-molded rear wheels for better stability and sliding power and a more thrilling ride.

WISHBONE CONSUMER PRODUCTS Crazy Ice Bubbles Giant Bubbles Solution Ages: 5+ | MSRP: $22.99 | Available: Fall 2024 This bubble solution makes up to 10-foot strong, stretchy bubbles that fly and freeze. The set contains a 16-ounce bag with Crazy Ice Bubbles Solution for Giant Bubbles, a Giant Bubbles Wand, and one tray.

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RAISING THE BAR

WILL YOUR TOY OR GAME GET YOU IN LEGAL TROUBLE? Take action before an unwelcome adventure in court.

by STEPHANIE POTTICK, ESQ., Pottick Law PC & Protect For Success

W

hether it’s an action figure or a collectible, a vehicle or an R/C toy, outdoor games or hobby supplies, or even tabletop games, IP is an essential tool when it comes to protecting your products and enforcing them in the marketplace.

But IP can also get you into trouble if you’re not careful. The last thing you want is to be on the receiving end of a legal complaint claiming your products infringe on someone else’s IP. So, what steps can you take to help prevent IP infringement?

• For trademarks: You can search online to see if anyone is already using your mark (or one that’s confusingly similar) in connection with the same or related products, and then make sure a thorough search of the U.S. Patent and Trademark Office (USPTO) is made by an

experienced trademark attorney — ideally before you adopt and use that mark.

•For copyrights: You can try to see if anything similar has been registered with the U.S. Copyright Office, and you can also reverse search your content or image online.

• For patents: A knowledgeable patent practitioner should do a priority search and patentability analysis.

It’s important to know what’s out there and how to steer around any potential infringement.

Not doing your due diligence opens you up to potential lawsuits and possible government enforcement.

An article in The Toy Book detailed a recent example of alleged patent infringement relating to toy blasters. Spin Master and Hasbro filed a joint complaint with the U.S. International Trade Commission (USITC), which then opened an investigation into whether other companies were infringing on their patents. It’s worth mentioning: Having valid patents in the first place enabled them to enforce their IP to help stop others from infringing.

Spin Master and Hasbro filed a joint complaint with USITC that opened an investigation into whether other companies were infringing on their patents for toy blasters. The NERF Gelfire (pictured) uses patented technology. | Source: Hasbro

By having registered IP, you can get help with enforcement from various government agencies like the USITC and U.S. Customs and Border Protection (CBP). For example, CBP’s e-recordation program lets IP owners get border enforcement, and citing violations of Section 337 of the Tariff Act of 1930 (which is what Spin Master and Hasbro alleged) is another way to get the government’s help to enforce IP rights.

In some cases, an IP owner may get an injunction to stop the infringement, destroy the infringing goods, or collect monetary damages. Sometimes all three occur with remedies determined on a case-by-case basis.

The bottom line: Choosing to use and/ or enforce IP is your business decision to make. While there is no way to know whether another IP owner (or a government agency) will pursue your use of any trademark, copyright, or patent, doing your due diligence beforehand will allow you to understand the risks and make the best decision for your situation. Stay safe and stay legal!  *Disclaimer: This article is for informational purposes only and not intended as legal advice.

Stephanie Pottick is a U.S. attorney and course creator who used to work in the toy industry on the business side in product creation, protection, and licensing, and understands both the business and legal perspectives. Pottick’s passion is to educate creators so they can protect, launch, and license with confidence. Contact her at contact@protectforsuccess.com.

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TOY ASSOCIATION UPDATE

THE TOY ASSOCIATION PREPARES FOR FIRST-EVER LA FALL PREVIEW Join Industry Innovators to See What’s New for 2025

by KIMBERLY CARCONE, Executive Vice President of Global Market Events, The Toy Association

I

t’s official: The Toy Association will be California dreamin’ next month at the inaugural LA Fall Preview.

Taking place at 2250 East Imperial Highway in El Segundo, California in the growing Los Angeles “toy district” for the entire month of September, the LA Fall Preview will welcome more than 70 manufacturers under one roof and host a dedicated Toy Association market week Sept. 9-13.

The LA Fall Preview is a response to the industry’s request for the Association to have a stronger presence in Los Angeles. We listened and took action, and now The Toy Association is proud to deliver on that expectation in a big way by inviting companies to rent space to showcase their long-lead product to buyers, complementing additional preview activities in showrooms across the city.

Excitement is building as we prepare to unite the industry, providing more opportunities for product discovery, networking, and business growth. The month-long marketplace is set to feature innovation, creativity, and the latest trends; showcasing some of the biggest names in the toy industry right alongside trailblazers that bring fresh perspectives.

SCHEDULE YOUR WAY TO SUCCESS Attendee registration for The Toy Association’s LA Fall Preview is still open at toyassociation.org/lafallpreview.

Once registered, you can utilize our appointment-making tool, which allows participants to efficiently schedule meetings with manufacturers like Hasbro, The LEGO Group, Crazy Aaron’s, Elenco, Horizon Group USA, OOLY, Kids Preferred, and more.

Companies with showroom space will also be able to leverage the platform to secure meetings with buyers. This calendar of meetings will sync with our LA Fall Preview mobile app — available now on the Apple Store and Google Play — so all of your appointments are conveniently stored in one place.

MEET, NETWORK, SUPPORT, AND CELEBRATE The LA Fall Preview is bustling with events, starting with a fundraiser for The Toy Foundation on Sept. 9 at TAO Los Angeles. In addition to networking and entertainment, the “Party with a Purpose” will support the toy industry’s shared commitment to achieving greater impact in the service and support of children in need worldwide. All proceeds will go toward delivering the power of play to children’s hospitals in economically disadvantaged communities.

To keep the momentum going, The Toy Association will host an industry-wide LA Fall Preview Networking Party on Tuesday, Sept. 10 from 6-8 p.m. at Otis College of Art and Design, home

of one of the nation’s leading toy design programs. Anyone who is involved in the toy industry is welcome to attend.

Registration is complimentary and still open. We look forward to bringing the entire toy and play community together for this fun-filled evening of camaraderie, community, and, of course, delicious bites and beverages.

To round out the week, Women in Toys, Licensing & Entertainment’s annual Wonder Women Awards will take place on Sept. 13 at the Beverly Hilton.

The event will celebrate the remarkable achievements of women executives, entrepreneurs, thought leaders, and changemakers who are propelling forward the toy, consumer products, licensing, and entertainment industries.

As September approaches, we invite you to join us in El Segundo to experience firsthand the innovation and creativity that define our industry. We can’t wait to see you there as we make waves on the West Coast!  Kimberly Carcone is responsible for the management of The Toy Association’s go-to-market events, including Toy Fair New York. Carcone is a seasoned professional with nearly 30 years of experience in non-profit and corporate event management, marketing, and publishing in both New York City and Washington, D.C.

THE ACTION & ADVENTURE ISSUE 61

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ASTRA’S INSIGHTS

ACTION & INTERACTION A Reminder That Play Helps Kids and Adults Alike

by SUE WARFIELD, President, American Specialty Toy Retailing Association (ASTRA)

A

t ASTRA, we wholeheartedly believe that play is vital to all of us — and by that I mean all types of play. It’s been shown that playing not only aids brain development from birth, it also helps rejuvenate brain activity as we age.

The question is: Are we all doing our part to promote the real, interactive, and socially engaging play we all need? Do we take the time to think about how we play, either alone, with other adults, or with the children in our lives?

Interactive play is important because it helps kids learn vital social skills like the importance of sharing, empathy, and more. And many types of toys, games, and activities encourage interaction, from those that inspire kids to get up and move their bodies, to those that lead them on imaginative adventures.

Think of all the great products out there at the specialty level that offer meaningful role-play opportunities, from wooden tea sets and baby doll accessories to miniature storefronts and lemonade stands. And when adults get in on the fun alongside their kids? That’s when the real magic happens. Playing with these interactive products helps kids build confidence, and these memories will have a lasting impression for years to come. After all, how many of you remember having tea parties or lemonade stands while you were growing up?

And then there is active play. We all know video games are not going away and screen time is at an all-time high, leading to a more sedentary life for kids and adults alike. Whether through sports or individual activities such as bike riding, active play helps with muscle development and coordination to say nothing of the health benefits! At the specialty level, scooters, balance bikes, and obstacle course kits can help kids get moving.

Melissa & Doug’s Disney Snacks & Popcorn Wooden Food Counter | Source: Melissa & Doug

We are all in the toy business, so we already know how important play is, but there is so much more to understanding play than just knowing it’s good for kids (and adults). ASTRA’s Certified Play Expert Program covers scientific studies that support the immense benefits of play while highlighting the negative impacts of play deprivation. American culture has become work-obsessed, and that’s spilled over to our kids, leading to aggressive schedules and academic pressure. With many schools having limited — or nonexistent — recess, music, and art programs, are we starting to see the impact of an overworked and underplayed society?

Let’s work together as an industry that touts the tools of play and practice

what we preach.

I challenge all of us to stop during each day to take a break, talk to our colleagues about something other than work, go out for a walk, or simply play a game.

And when you can, take some time to interact with the kids around you — they are the future and we must do our best to lead by example.  Sue Warfield, President of the American Specialty Toy Retailing Association (ASTRA), has more than 30 years of experience working in the toy industry, including owning a retail store, being a sales representative, and working alongside her husband at a manufacturing business.

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Whether your adventure of choice deals with wheels, rudders, ride-ons, sports, or nostalgic collectibles, you can jump into the action with our newest challenge to test your play-ability. How much do you know know about the action and adventure categories’ history?

6. WHICH COMPANY INTRODUCED THE POKÉMON TRADING CARD GAME TO THE U.S. IN 1998?

1. G.I. JOE WAS ONE OF THE FIRST ACTION FIGURES TO MAKE A BIG NAME FOR ITSELF. WHICH COMPANY INTRODUCED THE BRAND IN 1964?

7. WHICH CAME FIRST: THE BICYCLE OR THE TRICYCLE?

2. THE HULA HOOP WAS THE MUSTHAVE ACTIVE TOY IN 1958 AND WAS MANUFACTURED BY WHAM-O. WHICH OF THESE SUMMERTIME FAVORITES WAS NOT A WHAM-O PRODUCT? A. FRISBEE B. SILLY STRING C. SUPER SOAKER D. SLIP ‘N SLIDE E. HACKY SACK

Since the trading card game hit the scene, Pokémon characters have been transformed into multiple toys and other products, including Squishmallows. | Source: Jazwares

4. R/C TOYS DATE BACK MORE THAN 150 YEARS! IN 1898, ONE OF THE FIRST REMOTE-CONTROLLED TOYS WAS A BOAT INVENTED BY WHOM? A. NIKOLA TESLA B. HENRY FORD

8. LIONEL TRAINS, FOUNDED IN 1900, REINVENTED ITSELF FOR THE 21ST CENTURY WITH NEW PARTNERSHIPS. WHICH OF THESE COMPANIES HAS NEVER BEEN A LIONEL PARTNER? A. NASCAR B. WARNER BROS. C. CRAYOLA D. AT&T

C. HEINRICH HERTZ E. JOHN DEERE

3. NOW OWNED BY HASBRO AND RECENTLY LICENSED TO PLAYMATES TOYS, THE POWER RANGERS BRAND WAS INTRODUCED IN THE U.S. BY WHICH COMPANY?

D. ENZO FERRARI 5. WHICH VEHICLE BRAND IS OLDER: HOT WHEELS OR MATCHBOX?

9. THE TEENAGE MUTANT NINJA TURTLES TURN 40 THIS YEAR! NAME THE FOUR TURTLE BROTHERS.

Answers: 1.Hasbro 2. C. Super Soaker 3. Saban Brands 4. A. Nikola Tesla 5. Matchbox (It was introduced in 1953, while Hot Wheels debuted in 1968.)

6. Wizards of the Coast 7. The tricycle (invented in 1680) came before the bicycle (invented in 1817).

8. D. AT&T 9. Leonardo, Donatello, Raphael, and Michelangelo

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COMPLIANCE & REGULATIONS

From The Toy Book Archives: 1989 LIQUIDATORS (LJN)

Liquidators are three-wheeled land vehicles fueled by water.

Kids use the included air pump to power the high-compression Liquidators engine to propel the vehicles hundreds of feet.

GTP NISSAN (COX HOBBIES)

The new Cox .049 GTP Nissan was developed especially for onroad R/C gas powered oval and road race courses, and features a fiberglass chassis and nylon wheels.

FOOD FIGHTERS (MATTEL)

Bergerdier General leads the Kitchen Commandos against the Refrigerator Rejects in this line of action figures and accessories that combines food and conflict play.

ROBOCOP ACTION FIGURES (KENNER) Based on the 1987 hit movie RoboCop, each action figure in this line has a unique rapid repeat cap-firing mechanism that fires one shot per second. Vehicles (pictured) are also available.

TWIN TURBO TRAINS (TYCO) Two sleek aerodynamic trains speed in opposite directions or side-by-side through a giant loop on this 25-foot track that combines elements of train play and slot car racing. Additional sets sold separately.

MAXX FX (MATCHBOX) These fully articulated action figures can transform into an array of scary movie monsters like Dracula, the Creature from the Black Lagoon, Frankenstein, and Freddy Krueger from A Nightmare on Elm Street.

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