State of the
Industry "GOOD" ISN'T GOOD ENOUGH
by BRUCE LUND, founder, Lund and Co. Invention LLC THE TOY INDUSTRY IS A LITTLE TINY industry in a world that is getting bigger all the time. Our industry is, if not besieged, then at least beset by myriad forms of competition for the hearts and minds—and dollars—of the consumer. The competition from video games, apps, movies, and many other entertainment and play options is formidable and continues to be more compellingly entertaining all the time. There is no doubt that the industry knows this. How do we succeed as an industry, as individual companies, in this sea of competition? Like so many things, it is simple, but not easy. I remember many years ago walking into the showroom of one of the great Spanish doll companies of that era, and on introducing myself, they commented on one of our most successful dolls, Baby Sip ‘n Slurp, with Hasbro. They thought it was a great doll. It made me realize, adding up the play features of our doll—drinking, mixing up the juice, the silly straw, blowing bubbles, the slurping noise, wetting, etc.—that a very simple equation all added up to a lot of great play value. It is that simple: just add it up. Give the
TMX Elmo
74 THE TOY BOOK | FEBRUARY 2016 | TOYBOOK.COM
product a lot of play value—not just one or two fun things, but more. While you may not get credit for it because all those play features can’t be depicted on the package, you will get credit for it at home, with the child, and with the parents once they see the child play with the toy. This is valuble because you cannot buy word-of-mouth promotion. In a world of extraordinarily compelling, novel, ever-new competition for a child’s attention, how else can we grab it and keep them having fun? Make your toys great. Recently, our new boys collectible line with Vivid Imagination—Fungus Amungus—has been well-received. In this product, we used the same formula from long ago: one toy with additive play value. Kids can watch them grow and move as if alive, plus they are fun to play with even if kids have just one character, plus they stick to things. It adds up to a great value with engaging and ongoing play, resulting in satisfied consumers. All of that equals success. There are also other ways, of course. Another big success was TMX Elmo, with Fisher-Price. Not only was TMX Elmo a great toy with more and bigger action than any toy of its ilk, but the marketing of the product leading up to its introduction was nothing short of genius. The marketing centered around the idea that it was “top secret.” They couldn’t tell consumers about it. What do consumers want to know about more than that which they are not allowed to know? We want what we can’t have. The closed box, looking more like a high-security vault containment than a toy package, revealed nothing about the product either, other than an infectious laugh when you lifted the flap.
So, to compete in today’s highly competitive retail area, we can tell the story of the product in a compelling new way, and then, of course, deliver on the promise with a compelling product. TMX Elmo did not disappoint on its way to becoming the fastest selling toy ever on the day of its release, and that year’s Toy of the Year (TOTY) winner. Similarly, our “TumbleTime Tigger,” also with Fisher-Price, actually did a cartwheel in the package. The presentation was captivating and never before seen. It took the in-package demo of toys to a new level—patented even. And the sales went through the roof. We need to be as innovative in marketing and packaging as our industry has always been with the product itself. It’s simple. Just create a genius level product, supported by genius level marketing, and add in some genius packaging solutions to sell the product on shelf, and voila: a successful, hit product. Like I said: It’s simple—it’s just not easy. How else do we succeed against the titans of entertainment that vie for kids’ imaginations and play time? There are other ways, of course, that you should consider not instead of, but in addition to, the great play value of additive play features described above. I can’t tell you all of them, of course, because then you wouldn’t need us anymore. » Bruce D. Lund has been a champion of the toy industry for more than 30 years. After a brief stint at the Marvin Glass & Associates studio in Chicago, Lund started his own toy design and product invention company. He has created hundreds of toys and games, including TMX Elmo, Baby Alive Sip ‘n Slurp, Baby Alive Tummy Treats, Uno Roboto, Dino Construction Company, and more. Look for his new book, Bruce’s Beliefs, Everything I Know About Business (and Life) I Learned Playing with Toys, at createspace.com/3785943. Follow his blog at lundandcompany.com.