theme-oriented, the other play patternoriented. The former includes lines such as The Trash Pack, Squinkies, and Shopkins, which many kids like to collect and display. Other collectible toy lines, such as Crashlings and Bungees, have an underlying game play aspect: Crashlings, which can be turned inside-out and made to pop, are used to play unique variations on catching, stacking, and bowling games, while Bungees are based around a game that involves flicking small magnetic characters at metal scoring targets. Currently, both types have strong followings. “If you’ve got a great theme or great gameplay, you have a real chance in the collectibles market,” says Padawer.
Making the First Purchase Meaningful Every collection has to start somewhere; however, with starter packs,
companies must walk a very fine line in order to give kids enough that they feel involved with the brand, but not so much that they remove the incentive to
come back. Among the toy companies we spoke to, the general strategy is to make the initial purchase meaningful, though how to do that can vary. For example, Moose Toys sells Shopkins in a variety of packaging options, so the customer can easily buy into the brand at a relatively low price point. Jazwares’ strategy for Bungees involves both an accessible opening price point as well as including a target with each pack, so kids can learn the game right away. “What we love to see is fans—along with being hooked on the game—having a really good experience right out of the gate,” says Graham. “We never want to sacrifice the ability to have fun with the product, and to make sure you are able to have the whole connected experience with it.” Padawer also sees the importance of