Collectibles kins even have fluff. It gives kids something different from hard plastic.” Solomon adds that Shopkins stand out because of their pint-size, their cute getup, their endearing aura, and happy looks, styled after distinct influences from Australia.
BLIND BOX PACKAGING
Packaging plays an important role with collectibles, according to Kienzle, because it allows the brand to show off its entire range, communicate the idea behind the series, and keep the buyer hooked. ”Blind box is another big packaging trend that prompts kids to buy more,” she says. ”Kids love the element of not knowing what they are going to get. And if packaging adds a layer to the toy like a mini-mall or vending machine, that‘s always a plus.” The blind bag has Kitty in My Pocket Charm Kitties with Bracelet, from Just Play always interested kids with toys like My Little Pony, Shopkins, Care Bears, Shopkins,” says Solomon. ”However, other Hello Kitty, and Palace Pets, according to factors like the everyday characters they are Mershon. ”It‘s the same effect that we wish to styled after, the extensive play pattern that recreate with Squinkies,” he says. ”To make offer role-play opportunities like cooking or visual noise, with just a little tweak in the shopping, and keeping the newness alive, is packaging to make our toy stand out in the what works for Shopkins.” collectibles aisle.” Adding another layer through packaging ARTISTIC VS. PLAY VALUE allows manufacturers to get creative. Hasbro A collectible by definition is a toy that showcases a collecting book and Yo-kai meda child would find attractive enough to buy als in their packaging which allows fans to not repeatedly, build a display of, and trade. only organize their collection, but also sumHence, the way a collectible appears to a mon more Yo-kai characters into the video child is an important marker for the toy‘s sucgame. The Shopkins Scoops Ice Cream Truck cess. The artistic value of the toy also helps is a play set that allows kids to play with the distinguish it from the competition. truck but also allows them to use the vehicle ”With our micro-collectibles we like to to display all their Shopkins characters. focus on styling the eyes in a distinct way,” says Mershon. ” It‘s something that Disney has mastered as a business—creating a look of the eye, the shape and size of the pupil— that can be owned.” Another factor that played into the success of the Squinkies, Power Poppers, and Shopkins is the tactile texture of the toys that kids associate with the brand. ”Kids are tactile by nature so the touching factor creates another way in which they can interact with the toys,” says Barajas. ”Shopkins have a softer texture, and spongy feel. Some Shop-
SOCIAL MEDIA MATTERS
While packaging allows manufacturers to create visual noise, digital media is a way to reach your target audience, according to Mershon. ”You can see millions of views on YouTube of blind boxes being opened,” he says. ”Kids get excited just watching other people unbox product. Social media has thus become an important marketing strategy in the sale of collectibles.” Apps and TV series are another way to
create great digital content around a toy. One example is the Care Bears & Cousins TV series that recently launched on Netflix, or the free Disney app that allows fans interested in Blip Toys‘ Palace Pets to discover the back-stories of these characters. ”Within two months of the app‘s launch, 2 million copies of the app were downloaded, going to show how focused the target audience for this product is within the Disney fan club,” says Mershon. Social media is also an information source, helping kids understand what a toy or game is about, how it plays, and how many followers it attracts. YouTube, Instagram, and Facebook also allow kids to share their toy collections instantly with others.
WHY LOVE COLLECTIBLES?
Kids are attracted to collectible toys for reasons as varied as the kids themselves. But, collecting starts in the preschool and elementary school stage when kids begin to notice and compare the toys they own to those of their friends. Mershon points out that this age is ripe for collecting. Sometimes there is no definitive way of knowing what kids might like or dislike. ”When we started toying with the idea of Palace Pets, the pets to consider were traditional pets like puppies, kitties, and ponies,” Mershon says. ”However, what sold were exotics like tigers. On the other hand, with another brand called Whimsy Pets in the micro-plush segment, the kitties and ponies were the hot favorites.” Kienzle stresses the social importance of collectibles, because sharing and trading are a part of the process of owning such a toy, while Moose Toys‘ Solomon says the success of collectibles is the success of the idea behind the line, as well as its timely execution, artistic rendition, marketing, packaging, and continued interest in the toy, which works almost like an intricate formula. Trends usually come and go in a threeyear wave. Micro-collectibles might be the new fad of the day, but collectibles always have the potential of becoming classic keepsakes if created and invested in with care. » Varuni Sinha is assistant editor at Adventure Publishing Group. She is a professional toy reviewer for The Toy Insider, The Toy Book, and The Licensing Book.
TOYBOOK.COM | DECEMBER/JANUARY 2016 | THE TOY BOOK 35