SPECIALTY TOYS & GIFTS
EVERYTHING TO KNOW ABOUT WINNING A TOTY by WENDY SMOLEN, founder, wendysmolen.com TOY OF THE YEAR (TOTY) SEASON IS upon us. Hundreds of hopeful companies submitted their toys for consideration last September, and the Toy Association announced finalists in 17 categories in November. If your toy made any of the final lists, don’t just sit back and smile: It’s not over until it’s over! Voting, including the up-for-grabs People’s Choice category, is open through January. This award is determined entirely by consumer votes at toyawards.org. Does your toy have what it takes to win? We delved deep into the process to find out why getting a TOTY matters and, more importantly, what makes a winner.
A TOTY is like an Oscar for the toy industry. Product selections and screenings are long and rigorous. The prestige of the award is validation from our own industry, usually a guaranteed boost in sales, and the chance to dress up and make an acceptance speech in front of your peers at the TOTY Awards dinner during New York Toy Fair. Participating in the TOTYs also supports The Toy Foundation’s efforts to get toys to children in need. “The TOTYs are the only awards voted on by industry peers and consumers, in addition to votes cast by retailers and members of the media,” says Steve Pasierb, president and CEO of The Toy Association. “The overall Toy of the Year receives additional screening and expert panel discussion in January to verify holiday sales, media buzz, and qualities that distinguish those contenders above others.” Ken Seiter, executive vice Ppresident of marketing communications for the Toy Association adds, “To bring extra diligence to the finalist and winner selection, we engage an accounting firm to review the TOTY rules—including the nomination, judging, and voting process—and confirm voting calculations to
verify the category winners, as well as The NPD Group to ensure each product’s marketplace acceptance.” HOW PLAYABLE IS YOUR TOY? We all think our toys are brilliant, but some are just average. Realistically assess how your toy stacks up against its competition. Does it keep kids busy for more than one sitting? According to Kimberly Mosley, president of ASTRA, “High play value means the toy was designed with an emphasis on what the child can do, not what the toy can do. ASTRA members are looking for toys that will be treasured... something hearty enough to be passed down to a younger sibling.” DOES IT WORK AS HARD AS IT PLAYS? “Once the initial nominations are closed, finalists are selected by a cross-section of toy specialists, journalists and bloggers, and mass and retail buyers who rank the nominations on creativity and originality, design and quality, play value, and marketing and promotion,” Seiter says. Because someone has to actually buy it before they play it, innovation, quality, packaging, price, and buzz are as important as play value. While every winner doesn’t have to overachieve in every area, it should address all. For some, marketing and promotion may mean using traditional media; for others, especially smaller companies, it means social media and one-off promotions. WHERE DOES YOUR TOY FIT IN AND WHERE DOES IT STAND OUT? When you’re submitting a toy, be strategic about category. It could be a doll, a preschool toy, a plush, or a creative activity. ”Amazon seeks to provide the world’s largest selection of toys and games from manufacturers and brands of all sizes—from established brands as well as from small businesses and entrepreneurs,” Eva Lorenz, category leader at Amazon Toys and Games, says. It’s worth looking at Amazon categories to help determine where your toy will outshine the
competition. The Toy Association adjusted TOTY categories to represent new trends and sensibilities, adding collectibles, play sets, vehicles, and dolls, and dropping traditional boy toys and girl toys. WHAT DO THE JUDGES SAY? Selected by the TOTY Committee, the judges are a secret lot. However, one anonymously offered insights to potential winners. “I look at play value first and foremost… I’m very discouraged by ‘watch-me’ toys. If a child presses a button and then watches the toy without interacting with it, I’m not interested. Innovation is important; I won’t vote for products that are knock-offs of other products. Products that don’t match age grading are always a turnoff. If kids are frustrated and aren’t able to be successful with a toy, that’s no fun. Toys with very high price points also give me pause. The TOTY winner shouldn’t be something out of most people’s reach.” REACH FOR THE STARS People’s Choice winners are traditionally small and mighty. Since the category was launched in 2014, medium and small companies proved to be incredibly inventive and enlisted their loyal followings. Past winners include toys from GoldieBlox, Crayola, KidKraft, and Funko, proving that play value and innovation are key when it comes to capturing consumers’ hearts and TOTY votes. Don’t miss your chance to become the latest success story at toyawards.org. Good luck to all of the TOTY finalists! And if you don’t win, now you know what to do next year. » Wendy Smolen has spent more than 20 years playing in the toy industry. She cofounded Sandbox Summit, an idea forum focused on the intersection of play, learning, and technology. Currently, she works with companies and organizations to create playful solutions that engage kids and families in innovative and impactful ways.
toybook.com | DECEMBER/JANUARY 2019 | THE TOY BOOK
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