Collectibles
NEW COLLECTIBLE TOYS
STACK UP
by VARUNI SINHA, assistant editor WHETHER IT‘S SEASHELLS AT THE BEACH, multi-colored rocks, or big colorful feathers, kids love to collect odds and ends. For more than a decade, toy companies have cashed in on this quirky habit by introducing toy lines with small price points and big collectibility. In 2016, collectible toys are projected to get smaller in size, but larger in variety and number. With many new offerings already lined up, kids will have a lot more to choose from.
Kids will also be on the lookout for Num Noms, from MGA Entertainment, which are miniature food toys with customized scents; Batman and Superman Power Poppers from Imperial Toy, which are foam figurines that can be shot into the sky; and Yo-kai medals, from Hasbro, which Yo-kai Watch fans can use to summon their favorite characters.
WHAT‘S NEW IN 2016?
Moose Toys, a strong contender in the collectibles category for eight years, is getting ready to make a new introduction in the boys‘ collectible category. The company has seen recent success with Shopkins, a line of grocery-themed micro-collectibles with a whimsical appearance, which the manufacturer will continue to grow in 2016. ”We have an exciting new Shopkins segment lined up, new series of toys will continue to come out, as well as an expansion of the Shoppies dolls, who will be interacting a lot more with the characters in the play set,” says Paul Solomon, CEO of Moose Toys. Blip Toys, on the other hand, is getting ready to flood the market with three collectibles lines, starting with Palace Pets Sweetie Tails, a continuation of the successful Disney Palace Pets inspired by the animal best friends of Disney Princesses. Blip Toys will also launch a brand new collectible line called Sugar Pop in June, and plans to re-launch Squinkies in the fall. ”One of the things that people loved and remembered about Squinkies was their rubbery, tactile nature,” says Rick Mershon, vice president of sales at Blip Toys. ”In 2016 we will differentiate the Squinkies in yet another way. It will be something about the way they play.”
34 THE TOY BOOK | DECEMBER/JANUARY 2016 | TOYBOOK.COM
WHAT‘S TRENDING?
Girls are delving even deeper into collectibles, with toys such as Shopkins, Kitty in My Pocket, and Palace Pets growing in number. ”I feel that collectibles were for a long time action figures like He-Man that targeted boys,” says Ann Kienzle, owner of specialty toy store Play Logan Square. ”This is beginning to change and girl-heavy collectibles are likely to continue in 2016.” Kienzle also forecasts a rise in superhero collectibles with the huge influx of TV shows and movies themed on the caped crusaders. Superhero toys are easily relatable to all age groups and hence strong sellers, she points out. Star Wars collectibles, however, are an anomaly in that regard because of the perennial interest that fans exhibit in the brand.
DECREASING SIZE
As new brands join the collector‘s cart, the category is getting bigger, but the size of the physical product is shrinking. ”Size impacts affordability, which makes Shopkins so successful,” says Kienzle. ”The key for collectibles is that kids need to be able to save up money in a short amount of time and buy the toys in bulk, otherwise they begin to lose interest.” However, size is not a sureshot factor for popularity. ”While micro-collectibles are crowding the market, just making a small-sized collectible toy is not a guarantee for success,” says Ali Barajas, vice president of marketing for Moose Toys. Creating an entertaining hook, such as telling a back-story for the toy or brand, is one way to draw an audience to a collectible. ”Size certainly adds to the cute factor of the