Tiny
Collectibles,
BIG Impact
The Toy Book talks to makers of small collectible toys, which are among the year’s biggest successes. by Phil Guie
C
ollecting is a rite of passage for many kids. Whether it’s baseball cards, dolls, or comic books, just about every kid goes through a phase in which they will move heaven and earth to grow or complete their collection. In recent years, the ranks of objects that kids gather, obsess over, and seek out rarities for have grown to include tiny plastic collectible toys featuring bright colors and outsized personalities. Many have quirky and whimsical themes: For example, the popular Shopkins has anthropomorphized groceries and other retail objects. Based on their performance during the past year, Shopkins, The Trash Pack, and Mutant Mania, from Moose Toys; Crashlings, from Wicked Cool Toys; Bungees, from Jazwares; and others will not go away anytime soon. Shopkins, which debuted at retail in June, has already sold out at many stores, and The Trash Pack is still going strong worldwide, even after five series and a spin-off, Trash Pack: Ultimate Fighting Trashies. Then there’s Skylanders, from Activision Publishing Inc., which, despite belonging to the toys-to-life category, is also a popular line among collectors. For the first nine months of 2014, Skylanders figures outsold the top-selling action figures in both North America and Europe.
28 • THE TOY BOOK
Even Collectible Toys Started Small Collectibles with kid appeal date back to the early 1900s and baseball cards, says Bill Graham, vice president of business development at Jazwares. He sees similarities between that all-time favorite collectible and this latest toy trend. He says that in both cases, part of the appeal for kids is being able to own a piece of a brand that they already love. Kids are also drawn to characters— whether they are real-life or imagined— with whom they can identify. “With [collectible toys], it’s a different style of player and a different kind of ability, but I think the appeal is quite similar,” says Graham. Toy executives also point to the play patterns of growing a collection and hunting for rare pieces. In addition, there is the social aspect for kids, who get to show off their collections and trade among their friends. According to Paul Solomon, co-CEO
of Moose Toys, kids also enjoy simply looking at these tiny toys, as each one is its own miniature work of art. “[They] notice the unique details and differentiators of each small character, such as the translucent and glitter finishes that some of the characters may feature,” he says. Experts point to collecting as having dovetailed with toys during the past 15 years. Jeremy Padawer, co-president and partner at Wicked Cool Toys, credits Gogo’s Crazy Bones, which were distributed in the U.S by several companies since the 1990s, for being among the first small toy collectibles to see remarkable success worldwide. Then, in 2010, Blip Toys’ Squinkies paired collectibility with a doe-eyed and baby-like aesthetic, the results of which largely appealed to girls. In 2011, The Trash Pack took the subgenre into the boys’ category with grossout imagery. These tiny collectibles have since evolved in different directions: one
DECEMBER/JANUARY 2015