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FEBRUARY 2020
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Volume 36, No. 1 — Published by Adventure Media and Events LLC
DEPARTMENTS 46 Editor’s Viewpoint
54 Stat Shot
280 Media Mashup
48 Industry Update
56 Sweet Suite 2020
284 Marketing Memo
50 ASTRA’s Insights
126 Talkin’ Toys: VTech
288 Industry Marketplace
51 Toy Association Update
266 Raising the Bar
290 Flashback: February 2000
94 What’s New
209 Games & Puzzles
135 Activities & Construction
230 Infant & Preschool
156 Impulse & Collectibles 174 Dolls & Plush
242 Outdoor & Active
Category Guide
253 Vehicles & Action Figures
58 So, What Happened? Sean McGowan looks at the factors behind last year’s toy sales decline and what to expect this year.
62 State of the Industry Q&A Top toy industry experts weigh in on trends and more. 78 Team-Ups and Takeovers Mergers and acquisitions are reshaping toys and kids’ entertainment.
Editor-in-Chief Maddie Michalik maddie@toybook.com Copy Chief Sierra McCleary-Harris sierra@toybook.com Senior Editors Jackie Cucco jc@toybook.com Marissa DiBartolo marissa@toybook.com Ali Mierzejewski ali@toybook.com James Zahn james@toybook.com Associate Editor Madeleine Buckley mbuckley@toybook.com Assistant Editor Miranda Siwak miranda@toybook.com Editorial Assistants Josephine Baran josephine@toybook.com Ben Goren ben@toybook.com
features 52 A Year of Contrasts The NPD Group reflects on the state of the toy industry.
Group Publisher Jackie Breyer jackie@toybook.com
82 Implementing FTC-Required Changes on YouTube What Toy Brands and Influencers Need to Know
272 Packaging for the Planet Toy companies explore sustainable alternatives for packaging.
91 Slicensing the Toy Aisles Have we entered the age of oversharing licenses?
276 Something for Everyone Specialty stores are catering to adult shoppers with more than just toys.
264 Fair Conditions Hong Kong shows thrive in a challenging environment. 268 Back to the Toy Department Universal’s Back to the Future franchise celebrates 35 years of time-traveling fun with new partnerships.
282 All About the Serious Side of Toys Kids aren’t the only ones who learn through play. 286 High-Tech Toys Take Center Stage at CES Tech toys get physical at this year’s show.
Art Director Joe Ibraham joe@toybook.com Production Director Bill Reese bill@toybook.com Director of Sales & Marketing James Devin jd@toybook.com Sales Executive Branden Mendez branden@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com U.S. Corporate Headquarters President Laurie Schacht laurie@toybook.com Adventure Media and Events LLC 307 7th Avenue, #501 New York, NY 10001 Phone: (212) 575-4510
The Toy Book Volume 36, No. 1 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media and Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2020 Adventure Media and Events LLC. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in USA. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Media and Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media and Events LLC., 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.
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EDITOR’S VIEWPOINT
OVERCOMING EARLY OBSTACLES by MADDIE MICHALIK, editor-in-chief WELCOME TO TOY FAIR NEW YORK, and the Toy Book’s biggest issue of the year! This massive magazine is brought to you by our editorial staff, who works overtime to pack as much as possible into this issue so that you have the tools you need to be prepared for the year ahead. We have so much comprehensive information for you to flip through, including new products, trends, expert opinions, industry analytics, and more. I can’t help but feel a collective sense of uncertainty about the year ahead. The industry spent most of last year anticipating tariffs, but those are off of the table — for now — since the U.S. and China signed a phase one trade agreement in mid-January. Manufacturers had just two weeks to breathe before something else replaced those concerns: the coronavirus, which originated in China. The World Health Organization declared the outbreak to be a global emergency, and the U.S. declared it to be a national emergency. As of print time, some toy factories closed for the Chinese Lunar New Year celebrations might not reopen until March, which could have a major effect on supply chains. Some manufacturers called the administration’s bluff about tariffs, but others prepared by bringing extra product into the U.S. during the holiday season, which may help while these factories are closed for an indefinite amount of time. Reports from The NPD Group show that U.S. toy retail sales generated $20.9 billion last year, a 4% decline from the prior year. The only supercategory that had growth was action figures with an 11% sales increase driven by Fortnite and Toy Story. Read more from NPD’s Vice President and Industry Advisor of Toys Juli Lennett on page 52. The bottom line is that the biggest challenge this year will be innovation. The absence of a new, singular “hot toy of the year” last year certainly represents this. Game-changing products drive this industry, so creative and trailblaz-
“You ate him?!” ing new lines will help increase growth. Our annual State of the Industry Q&A highlights crucial commentary and predictions from industry leaders, retailers, and manufacturers. Flip to page 62 for the extensive Q&A with valuable insights. For one thing, we can all agree that the trend of mergers and acquisitions will continue — and reshape toys and kids’ entertainment. Turn to page 78 to read more from Senior Editor James Zahn. As many of the industry experts note in our State of the Industry Q&A, the lack of major blockbusters this year does not necessarily mean that licensed products will take a hit. It will leave room for other platforms to take the spotlight, such as new TV shows, YouTube content, streaming platforms (hello, Baby Yoda), and more. Other trends I’m seeing so far include toy dispensers based on gachapon vending-machine-dispensed capsules,
which are popular in Japan; collectibles that dissolve in water; edible compounds; more toys based on YouTube creators, of course; screen-free STEM; and a move to sustainable toys and packaging. Read more about the latter from Associate Editor Madeleine Buckley on page 272. We have so much more inside this magazine! I sincerely hope you enjoy this issue of the Toy Book. Our team can’t wait to walk through the show floor and play with all of the new toys you see on these pages. See you at Toy Fair! » Maddie Michalik is the editor-inchief of the Toy Book and senior editor of the Toy Insider and the Pop Insider. She reports on new products and toy industry trends and has been featured on broadcast TV segments in the U.S. and Canada. Contact her at maddie@toybook.com.
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INDUSTRY UPDATE
MATTEL INTRODUCES NEW, DIVERSE BARBIE FASHIONISTAS DOLLS
Barbie Fashionistas Dolls
Mattel unveiled a new slate of Barbie Fashionistas. The assortment includes a doll with vitiligo, a doll without hair, and a doll with a gold prosthetic limb. Ken also gets a new look with long, blonde hair that kids can brush and style. While the doll with vitiligo and the long-haired Ken doll are available now, the remainder of the line will hit stores this summer. The Fashionistas doll range now includes 176 dolls with nine body types, 35 skin tones, and 94 hairstyles. »
CORONAVIRUS FEARS HIT TOY INDUSTRY DURING TOY FAIR SEASON
As the new coronavirus (2019-nVoC) continues to spread internationally, the World Health Organization (WHO) has declared the outbreak to be a global emergency, and the U.S. declared it to be a national emergency, too. The impact started to hit the toy industry and kids’ products sector just as toy fair season hit its peak. While New York City does not have any confirmed cases of the coronavirus at print time, The Toy Association closely monitored the situation ahead of Toy Fair New York. In response to the outbreak, and after consulting with the China Toy & Juvenile Product Association, The Toy Association cancelled the China Pavilion for this year’s show. The virus, which originated in the Wuhan region of China, spread to the U.S. with confirmed cases in Illinois, California, Washington, and Arizona. Travel restrictions are in place, and the Centers for Disease Control and Prevention (CDC) is regularly updating its special website with the latest developments. Major airlines canceled service to and from China, Disney closed its parks in Shanghai and Hong Kong, and Ikea closed all of its stores in Mainland China. Starbucks, McDonald’s, Apple, Amazon, and Google also added closures and/or restrictions. Some toy factories closed for the Chinese Lunar New Year celebrations may not reopen until
March.“This is the worst crisis to hit the toys and consumer products businesses in decades. There will be major supply chain issues this year,” says MGA Entertainment’s Isaac Larian. »
WIT ANNOUNCES JANICE ROSS AS NEW PRESIDENT
Women in Toys, Licensing & Entertainment (WIT), appointed Janice Ross as the new president of the global organization. She succeeds Ashley Mady, head of brand development at Basic Fun!, who served for six years and led WIT to substantial growth. Ross, a 25-year industry veteran and managing partner at Brand Fresh Management, has served as WIT’s vice president for the past two years. Ross is an accomplished, well-respected executive with experience in the industry and within WIT. Prior to opening her agency, she served in executive leadership roles at major companies, including LEGO and American Greetings. For the last six years leading WIT, Mady helped grow and empower the organization by cultivating a sense of collaboration and community; broadening participation to major retailers, top licensors, and toy companies; and creating an infrastructure that has taken the organization from a completely volunteer-run entity to a successful, mission-driven nonprofit, implementing operating systems and a dedicated staff. »
SPIN MASTER DEBUTS DC COMICS BATMAN COLLECTION
Spin Master released a Batmanheavy lineup of action figures, vehicles, and role-play items as the first wave of toys to be released under the DC Comics license that it acquired in 2018. Spin Master’s DC Comics collection is unique in that it’s geared toward both kids and collectors with a variety of popular characters in several scales at an affordable price point. Initial shipments will include a holographic “First Edition” sticker on product packaging. The line includes a transforming Batmobile/Batboat vehicle, a 4- and 12-inch action figure range, a voice-changing mask, and more. »
Spin Master’s DC 2-in-1 Batmobile
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Pac-Man Tamagotchi
BANDAI AMERICA’S NEW TAMAGOTCHI CELEBRATES PAC-MAN’S 40TH ANNIVERSARY
Bandai America is commemorating the 40th anniversary of Pac-Man with a new Tamagotchi device starring the iconic video game character. In the game, Pac-Man stars as a virtual pet character in the world of Tamagotchi. Players need to keep their virtual pet alive by nurturing it, which is similar to other Tamagotchi games. This time, Pac-Man is there to help by saving kids’ pets from ghosts and bugs. Players can also feed their Tamagotchi PacMan’s favorite snack: cherries. »
ZAG, PLAYMATES TOYS ENTER LONG-TERM GLOBAL ALLIANCE
Following the successful debut of a toy line based on the animated series Power Players, ZAG and Playmates Toys are taking their partnership to the next level. The independent animation studio entered into a long-term global alliance with the toymaker to manufacture and distribute new toy lines for ZAG’s entire portfolio of brands, including Miraculous: Tales of Ladybug & Cat Noir. »
THE U.S., CHINA SIGN HISTORIC PHASE ONE TRADE AGREEMENT
The trade war between the U.S. and China took a toll last year before hitting the brakes on Dec. 13 as the last wave of tariffs — List 4B, which included toys — were called off due to a phase one trade agreement that the countries reached. On Jan. 18, both parties officially signed the deal. President Donald J. Trump and the
Office of the United States Trade Representative are calling it a historic and enforceable agreement that requires structural reforms and other changes to China’s economic and trade regime in the areas of intellectual property, technology transfer, agriculture, financial services, and currency and foreign exchange. The phase one agreement also includes a commitment by China that it will make substantial additional purchases of U.S. goods and services in the coming years. The agreement also establishes a dispute resolution system to ensure prompt and effective implementation and enforcement. Accordingly, the U.S. has agreed to modify its Section 301 tariff actions in a significant way. »
PJ MASKS SUITS UP FOR FIFTH SEASON
Entertainment One (eOne), France 5, and Frog Box, in collaboration with Disney Junior, entered production on the fifth season of PJ Masks, with 52 11-minute episodes set to debut next year. In the new episodes, the preschool heroes will explore new locations as they face off against new villains and challenges. Since its U.S. launch on Disney Junior in 2015, PJ Masks has become a global franchise spawning toys, consumer products, and live events in more than 85 markets. Season four will launch globally on Disney Junior this year. »
lodging experience combining the iconic brand with a one-of-a-kind video gamethemed destination.” Atari Hotels will include entertainment and experiences for all ages and gaming availability, and will feature both virtual reality and augmented reality games. Select locations will also include esports venues and studios. Additional locations are planned for Las Vegas; Denver; Chicago; Austin, Texas; Seattle; San Francisco; and San Jose, California. »
JAZWARES’ BLIPPI TOYS ARE AVAILABLE NOW
Jazwares‘ toy line based on the YouTube sensation Blippi is now hitting store shelves. Blippi has been a popular “edutainer” with kids ages 2-7 since 2014, and his energetic videos have racked up more than 12 billion views. The new line includes surprise boxes, mini vehicles, a plush Blippi, Blippi figures, and a Blippi costume that are available now from Walmart and Amazon. »
MOOSE TOYS INTRODUCES OH! MY GIF COLLECTION
The new Oh! My Gif collection, from Moose Toys, is inspired by internet GIFs, memes, and stickers. The collection brings popular GIFs to the real world as moving collectible toys. The collection first debuted at the London Toy Fair. Oh! My Gif single packs and studio packs will be available this May. »
ATARI, GSD GROUP PARTNER FOR ATARI-THEMED HOTEL CHAIN
Atari is getting into the hotel business. The famed game and entertainment producer inked a deal with GSD Group for a chain of video game-themed Atari Hotels. Under the new agreement, GSD acquired the rights to build Atari Hotels in the U.S. with the first location set to break ground in Phoenix later this year. The hotels are described as “a unique
Oh! My Gif collectible
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ASTRA'S INSIGHTS
ASTRA FOUNDATION BUILDS ON TRADITION
The organzation makes a difference in communities beyond profit. by KIMBERLY MOSLEY, president, American Specialty Toy Retailing Association MEMBERS OF THE AMERICAN Specialty Toy Retailing Association (ASTRA) have always made a difference in their communities. Beyond their roles as manufacturers and sellers of quality toys, there is a long tradition of giving back — from donating a percentage of sales and products to teacher discounts and more. Many ASTRA members also individually contribute as reliable experts and advocates. But that’s not all that members do. Through ASTRA’s new member-driven foundation, retailers are making their mark beyond a local area. It’s all related to the ASTRA Foundation’s mission: to increase awareness of the impact of play across the lifespan from early childhood through adulthood through research, education, and philanthropy. PURPOSE BEYOND PROFIT Fat Brain Toy Co.’ Erik Quam, former chair of the ASTRA board of directors, helped make the ASTRA Foundation a reality. “Sharing has always been a hallmark of the ASTRA culture, whether it’s helping a new retailer learn the ropes, spending time to help new parents understand the importance of play, or donating to local organizations,“ Quam says. “We created the foundation because we realized there are even more ways ASTRA members could make a difference if we joined forces — particularly around communicating the value of play for everyone and building some larger-scale volunteer and toy donation programs.” It turns out it’s good business to have a purpose beyond profit, according to a 2017 study by Cone Communications on corporate social responsibility. The study found that 87% of consumers reported that they consider a company’s ethical practices and support of good causes when making purchase decisions.
ASTRA FOUNDATION ACTIVITIES Here’s a sampling of member activities that were accomplished through the ASTRA Foundation. • Activities at Marketplace & Academy: When we met in Pittsburgh last year, 31 volunteers spent 124 hours in a local park. They removed invasive vegetation, planted site-appropriate plants, and cleaned up trash. In 2018, more than 40 ASTRA volunteers moved furniture and staged classrooms at a school in New Orleans’ Tremé neighborhood. In addition, 125-200 volunteers stuffed 1,000 backpacks with more than 10,000 donated items, which were then contributed to local schools for students from low-income families. Watch for your invitation to our next volunteer event in Orlando, Florida, at the 2020 Marketplace & Academy taking place from June 7-10. • Toy donations: ASTRA members have generously donated thousands of toys for kids in need through the Toys for Joy program, conducted in partnership with Good360, a global leader in responsible product philanthropy. • Other forms of sharing: Members are helping the foundation grow through participation in programs that share proceeds. For example, a portion of each ticket purchased for ASTRA’s popular Night in New York event in February benefited the foundation, as do sales of ASTRA merchandise in our online store. Members who become clients of the Merchant Giving Project — itself a way to support a charity of choice — are supporting the ASTRA Foundation because the Project makes a donation on behalf of each member. PROMOTING PLAY ACROSS LIFESPANS In addition to arranging volunteer activities and opportunities for giving,
the ASTRA Foundation is the platform in which the independent toy industry promotes the premise, promise, and practice of play across the lifespan. ASTRA collaborates with organizations such as the U.S. Play Coalition, which leads play advocacy initiatives and provides access to play research. The science of play is woven into ASTRA’s formal education and in more informal outreach. As the foundation grows, our collective capacity to lead the industry in promoting play across the lifespan will grow with it. “As ASTRA members, there is so much we can do to make a difference now that we have the foundation to help us make an impact,” Quam says. “It’s a great addition to the purpose-beyond-profit activities we do in our individual businesses. We are just getting started. Come join us and get involved!”» Kimberly Mosley, president of the American Specialty Toy Retailing Association, is an experienced, award-winning, results-oriented association executive with a long track record of success managing association operations, developing innovative programs, and growing revenue.
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TOY ASSOCIATION UPDATE
SAVE THE DATE
The Toy Association’s Annual Business Conference will cover retail, finance, marketing, and more. by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association ARE YOU A TOY PROFESSIONAL looking to gain crucial insight into the most pressing issues facing the toy industry? Save the date for The Toy Association’s Annual Business Conference (ABC), taking place from July 14-15 in Bentonville, Arkansas. “Building on the success of the 2018 business conference in partnership with Amazon, and the second iteration in Minneapolis last June in close collaboration with Target, this year’s ABC in Bentonville will uncover need-to-know content and proven strategies to help the toy, play, and youth entertainment communities grow their businesses, overcome challenges, and leverage new opportunities,” says Steve Pasierb, president and CEO of The Toy Association. WHAT TO EXPECT A packed schedule of roundtables, workshops, and interactive discussions will highlight trends, innovations, and insight from veteran toy executives who are successfully navigating the ever-changing
Magformers, adds: “I appreciate the amount of information, learning opportunities, and general knowledge that the meeting presented, and I wish we could have brought more of our team to the event!”
landscape of retail, finance and credit, legislation and regulations, marketing, operations and logistics, brand protection, and more. Confirmed presenters include keynote speaker Jeremy Gutsche, founder of trendhunter.com, and Juli Lennet, vice president and industry advisor of U.S. toys at The NPD Group. Last year’s business conference welcomed hundreds of toy and youth entertainment industry executives. Attendee and session presenter Dennis Cantalupo, president of Pulse Ratings and partner at Riemer+, says the conference was “topnotch.” Merle Saddick, senior sales and operations director for North America at
REGISTER NOW Registration ($795 for members and $1,195 for non-members) includes access to the welcome kick-off party, all general sessions and breakout tracks, refreshment breaks, a networking lunch, and the closing night networking dinner. Find more info at toyassociation.org/abc. » As The Toy Association’s senior communications specialist, Kristin Morency Goldman leads the development of content for the Association’s print and online communications. Her articles on toy trends, toy safety, and industry news can be found in trade and consumer publications around the world. She holds a master’s degree in media, culture, and communications from NYU.
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TOY FAIR NEW YORK 2020
STATE OF THE INDUSTRY
A YEAR OF CONTRASTS The NPD Group reflects on the state of the toy industry. by JULI LENNETT, vice president and industry advisor, toys, The NPD Group ACCORDING TO THE NPD GROUP’S Retail Tracking Service, U.S. retail sales of toys generated $20.9 billion last year compared to $21.8 billion in 2018, a decline of 4%. Industry performance last year was one of contrast. Sales in the first half of the year declined 9% due to comparisons to the Toys “R” Us liquidation sales, which grew the first half of 2018 by 7%. This was followed by 3% growth in the third quarter (July–September), which was expected as we came off declines in 2018 caused by pantry loading from the liquidation. Finally, we wrapped up with fourth-quarter (October–December) results, declining 3%, which was burdened with six fewer shopping days between Thanksgiving and Christmas. Last year was one of the more complicated years to get a good read on toy industry health — every time period had a substantial “one-off” event that impacted the trend. This year will be far less complicated and we should get a clean, like-for-like comparison of toy industry trends as early as January. While holiday sales for toys were down, U.S. holiday sales for key general merchandise categories were up just 0.2% last year compared to 2018, according to weekly point-of-sale* results tracked by The NPD Group throughout the holiday season. The final holiday shopping week, which included Christmas and Hanukkah, showed robust growth and sales volumes across the apparel, toys, technology, small appliance, athletic footwear, and prestige beauty industries, but overall season results were still flat. For the toy industry, Black Friday week was flat when we compare like-for-
like weeks. Cyber week grew 13% and, notably, for the first time ever Cyber week was larger than Black Friday week. Christmas week grew 40%, or $306 million. As a point of comparison, in 2013 when we had the same number of days between Thanksgiving and Christmas, Christmas week grew 43%, or $280 million. This is the third year in a row that there has been one extra day to shop in the week of Christmas, and each year that one week has grown at least $200 million. This year, Christmas moves from Wednesday to Friday, and with two extra shopping days before Christmas, we should expect growth that final week.
TOP FIVE PROPERTIES (DOLLARS) L.O.L. Surprise! Barbie Marvel Universe NERF Pokémon
“For the toy industry, Black Friday week was flat when we compare like-for-like weeks.” 2019 HIGHLIGHTS For the second year in a row, L.O.L. Surprise! was the top-selling property for the U.S. toy industry. Among the top-five growth properties (dollars), three had movie releases last year, one came from a popular video game, and the last is a YouTube influencer. Content-supported toys, which came from many different content formats, was one of the key drivers of growth in the toy industry last year. Supercategory sales highlights include action figures growing 11%, led by growth in the action figures and battling toys classes. Toy Story and Fortnite combined were almost half of
Source: The NPD Group Inc./Retail Tracking Service, Annual 2019
TOP FIVE GROWTH PROPERTIES (DOLLARS) Disney Frozen Toy Story Fortnite Pokémon Ryan’s World Source: The NPD Group Inc./Retail Tracking Service, Annual 2019 vs. 2018
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ANNUAL 2019 U.S. TOY INDUSTRY PERFORMANCE SUPERCATEGORY
DOLLAR % CHANGE
Action Figures and Accessories
+11%
Games and Puzzles
0%
Building Sets
-1%
Outdoor and Sports Toys
-1%
Arts and Crafts
-4%
Dolls
-5%
Explorative and Other Toys
-6%
Vehicles
-8%
Infant, Toddler, and Preschool Toys
-9%
Plush
-11%
Youth Electronics
-28%
Source: The NPD Group Inc./Retail Tracking Service, Annual 2019 vs. 2018
the growing properties in action figures. Sales were flat in games and puzzles, but strategic trading card games and family strategy games posted positive gains. Pokémon and Magic: The Gathering contributed to the growth in strategic trading card games, while Dungeons & Dragons, getting a lift from the exposure on Stranger Things (Netflix), was the top growth property in family strategy games. Building sets declined $22 million versus last year but outperformed the total market. The standard building sets class had its smallest decline in three years, down 1%. In outdoor and sport toys, which also outperformed the market despite the
declines, Fortnite was the largest growth property due to its collaboration with NERF. Skates, skateboards, and scooters was the largest growth class in outdoor and sports toys. »
Juli Lennett is the senior vice president and industry advisor for The NPD Group’s U.S. Toys division. She has spent the past 12 years at NPD managing client relationships and consulting a variety of manufacturers, licensors, and retailers within the toy industry.
Source: The NPD Group Inc./Retail Tracking Service, U.S. Dollar Sales, January-December 2019 Data is representative of retailers that participate in The NPD Group’s Retail Tracking Service. NPD’s current estimate is that the Retail Tracking Service represents approximately 78% of the U.S. retail market for toys. Projected to 100% of the market, the U.S. toy industry is estimated at about $27 billion. *Information is collected from a panel of leading retailers that provide weekly pointof-sale data covering U.S. in-store and online sales; Amazon Marketplace is not included in these numbers.
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DOLLAR SALES, U.S. TOY INDUSTRY, SUPERCATEGORIES* SUPERCATEGORY
ANNUAL 2019
CHANGE
Action Figures and Accessories
$1.71 billion
+11%
Arts and Crafts
$1.00 billion
-4%
Building Sets
$1.80 billion
-1%
Dolls
$3.22 billion
-5%
Games and Puzzles
$2.15 billion
0%
Infant, Toddler, and Preschool Toys
$2.87 billion
-9%
Youth Electronics
$446 million
-28%
Outdoor and Sports Toys
$4.00 billion
-1%
Plush
$1.12 billion
-11%
Vehicles
$1.29 billion
-8%
Explorative and Other Toys
$1.31 billion
-6%
GRAND TOTAL
$20.91 billion
-4%
*Approximately 78% of U.S. toys retail market. Source: The NPD Group Inc./Retail Tracking Service. Projected to 100% of the market, the U.S. toy industry is estimated at about $27 billion.
2019 TOP 10 TOYS RANK
ITEM
MANUFACTURER
1
L.O.L. Surprise! Doll Assortment
MGA Entertainment
2
L.O.L. Surprise! Hair Goals 5-inch Assortment
MGA Entertainment
3
Hot Wheels Singles 1:64 Assortment
Mattel
4
Barbie Dreamhouse
Mattel
5
L.O.L. Surprise! Amazing 14 Exclusive Dolls
MGA Entertainment
6
L.O.L. Surprise! O.M.G. Doll Assortment
MGA Entertainment
7
L.O.L. Surprise! Bigger Surprise
MGA Entertainment
8
UNO Card Game Assortment
Mattel
9
L.O.L. Surprise! 2-in-1 Glamper with 55 Surprises
MGA Entertainment
10
Kidizoom Smartwatch DX Assortment
VTech
Source: The NPD Group Inc./Retail Tracking Service/Dollars. These lists capture all widely distributed SKUs sold in the U.S. by retailers, including online. The lists do not include items that are exclusive to specific retailers.
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THE TOY INSIDER AND THE TOY BOOK will host the 11th annual Sweet Suite, the ultimate toy event connecting top digital influencers and press with the hottest toys coming to market. Taking place on July 9, Sweet Suite is the most effective way to get your hot new products in front of the most influential consumers and top-tier press in the country. Known as the Biggest Night of Play, the event returns to Pier Sixty in New York City. Sweet Suite will welcome more than 350 members of the press, YouTube creators, and digital influencers to connect with toy brands to meet face-to-face and get hands-on with the hottest toys and games of the season. Guests will play with hundreds of new toys and enjoy an exciting party atmosphere with tons of interactive elements, such as photo-ops, contests, games, and more. Attendees will also enjoy gourmet
food and cocktails, all while getting a first look at new product reveals and making new industry connections. Last year at Sweet Suite, members of the press and top-tier digital influencers enjoyed oneon-one time with representatives from more than 80 of the hottest kids’ brands and properties on the market, including VTech, Just Play, Bandai Namco Entertainment, Jazwares, Nintendo, Kid Trax, Blip Toys, Jakks Pacific, Basic Fun!, Crayola, Hasbro, PlayMonster, Mattel, LEGO, WowWee, Spin Master, Moose Toys, and more. Enormous swag boxes will be shipped directly to attendees’ homes after the event, sparking a resurgence in social media impressions and ensuring that influencers and journalists have products on-hand to review and share unboxing videos with their followers. The What’s Poppin’ lounge, spon-
sored by the Pop Insider, also returns this year with a wide array of pop culture products from companies that #fuelyourfandom. Cosplayers and products featuring entertainment brands fans love will fill the lounge with geeky goodness. Additionally, on Sept. 23, the Toy Insider and the Toy Book will host the ninth annual Holiday of Play event in New York City. At this launch party, more than 200 members of the media will be the first to see the Toy Insider's Hot 20, 12 Under $12, and STEM 10 hot holiday toy picks, as well as meet with top manufacturers right before the holiday season. Sponsors have already begun to reserve space at Sweet Suite and Holiday of Play 2020. If you’re interested in securing early-bird rates for these events, contact Jackie Breyer at jackie@toyinsider.com or James Devin at jd@toyinsider.com. »
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TOY FAIR NEW YORK 2020
STATE OF THE INDUSTRY
SO, WHAT HAPPENED?
Looking at the Factors Behind Last Year’s Toy Sales Decline and What to Expect This Year by SEAN MCGOWAN, managing director, Gateway AS IS THE CASE EVERY YEAR, THE U.S. toy industry entered 2019 with expectations formed, at least in part, by the results of the previous year. In 2018, the term “pantry loading” was coined to describe the phenomenon of consumers taking advantage of low prices during the springtime liquidation of Toys “R” Us (TRU) to purchase toys they otherwise would have bought later in the year. This resulted in softer-than-expected retail toy sales during the 2018 holiday season. The combination of unusually (and “artificially”) strong retail sales in the early to middle months of 2018 and a soft 2018 holiday season set up expectations that last year would see difficult comparisons in its early months, but a reasonably strong holiday season. Now we see that last holiday season was not, in fact, very strong, and that full-year retail toy sales last year fell 4%, according to The NPD Group. So, what happened? THE MISSING SATURDAY Let’s start with the most obvious culprit: the calendar. The timing of a later Thanksgiving shortened the period between it and Christmas. Perhaps more important than the total number of days, there were only four Saturdays between Thanksgiving and Christmas, down from five in 2018, 2017, and 2016. The last year this calendar shift happened was 2013, a year in which toy sales declined slightly. Before that was 2008, when U.S. toy sales slid 3%. The 2002 holiday season was also short, and toy sales that year were down by about 1%. The year before that was 1996, when sales rose more than 3%, but that increase was less than half the
rate of increase from the previous five years. I should note that there have been plenty of years in which U.S. toy sales dropped that were not years with a shortened holiday season, but I think we can all agree: History shows that a shorter Thanksgiving-Christmas period pressures holiday sales. WHY THE ROUGH YEAR? The shortened calendar does not explain why toy sales were weak in the period prior to November. For this, we need to look at other factors. It seems clear that the portion of TRU’s sales considered permanently lost is even greater than expected. We saw some evidence of that in 2018, but considering that we have now cycled through two relatively disappointing holiday seasons without the old TRU, it seems clear that those lost sales have not returned. At the end of 2018, a slew of companies with low (or no) prior market share in toys — chains including Best Buy, Party City, JCPenney, Macy’s, etc. — that sought to pick up chunks of TRU’s share by aggressively expanding their toy offerings were largely unsuccessful. These retailers had much less shelf space last year compared to 2018, and, naturally, were not aggressively promoting toy sales. This may have contributed to the weaker sales we saw in the final months of the year. Another hurdle has, once again, been the inexorable growth of online sales as a percent of total sales, and this is partly because of “buy online, pick up in store” (BOPUS). One of the reasons TRU’s demise hurt the industry was that TRU routinely provided incremental sales from customers who came to the store for one product and left with at least one other.
Similarly, the shift to online sales further eliminates in-store impulse sales. This, of course, has always been the case with Amazon’s share gains, but now we’re seeing big-box retailers, such as Walmart and Target, “winning” the battle of getting the customer to buy products on their websites, but “losing” the incremental sale because of BOPUS. Sure, some consumers go into the store to pick up what they bought online and buy something else while they are there, but the whole point of BOPUS is to get in and out as quickly as possible, sometimes without even leaving the parking lot. How about tariffs? Did they hurt toy sales? Well, they probably didn’t help. Even though the administration ultimately did not impose tariffs, I think the threat had an impact on the timing of toy shipments — pulling them forward in some cases and pushing them to later in the year in other cases — as some retailers sought to avoid paying potential duties on direct-import sales. In theory, that wouldn’t have mattered, but anytime sales get switched from free on board (FOB) to domestic sales, the risk of cancellation increases. Finally, maybe the weak results were due to disappointing licenses. “But surely,” you might say, “last year was a banner year for licenses!” Well, it was, in the aggregate. The content slate for movies and television shows was truly epic. But not all of the licenses were toyetic (Game of Thrones), some of the strongest ones were skewed to the early part of the year (Avengers: Endgame, Toy Story 4), and, sadly, some did well but just didn’t live up to exceedingly high expectations (Frozen 2, Star Wars: The Rise of Skywalker). It
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TOY FAIR NEW YORK 2020
STATE OF THE INDUSTRY also didn’t help holiday sales much that Frozen 2 and Star Wars merchandise was available in stores in early October, meaning it was less fresh by December, and much of the benefit to manufacturers came in the third quarter. 2020 VISION So, where does all this leave us for this year? I think there are some pluses and minuses, and, on balance, I think the challenges will continue. On the plus side, we don’t have to contend with a shortened calendar. Toy sales have risen in four of the past five years that followed a year with a shortened holiday season. Part of this may be that the comparison is easier, and the extra Saturday also helps. Another plus may be the fact that stronger retailers have continued to accrue market share, but it’s not like that helped very much last year. Something that would seem to be a plus is the fact that the U.S. economy continues to be relatively strong, with rising wages and the wealth effect making many consumers feel flush. But that also didn’t help very much last year. In fact, we might even wonder if consumers feel so flush that they’re putting their money into bigger-ticket items. Just as we have comforted ourselves for so long with the notion that consumers don’t cut back on toy sales as much as they cut back on other discretionary expenditures in economically challenging times — and may, in fact, divert money that would otherwise have gone into bigger purchases or vacations into toy sales — we may be seeing the opposite now. Another plus is that tariffs seem to be off the table. But if we have the same administration in place next holiday season, we may continue to face frustrating uncertainty about tariffs. Then, there are the potential minuses. If shifts in retail dynamics disrupted the industry, they aren’t getting fixed any time soon. Business will continue to shift to online sales, consumers will continue to wait until the last minute to make purchases, and getting in front of modern
shoppers will continue to require marketing tricks and changes. A big potential challenge is that this year’s licensing content slate is not likely to be as favorable. If last year was an epic year, this year was always going to face that challenge, particularly in its first half. Another challenge that is not inherently a plus or a minus, but that could become a negative, is the issue of sustainability. In the professional investment world, “ESG” has become a big buzzword. It stands for “environment, sustainability, and governance.” The sustainability part of this is probably going to be the one the toy industry will have to contend with most in the coming years. Not only is packaging shockingly wasteful (especially if goods are delivered to consumers in multiple cardboard boxes), but the whole idea of plastic objects that kids lose interest in rather quickly is getting the attention of environmental activists. We’ve already seen major apparel brands facing backlash about a culture of disposability, and I’ve seen some major institutional investors — or the consultants who advise them — turn their attention to toy manufacturers. This could, and arguably should, lead to more efficient toy packaging, production materials, and shipping methods, but I doubt that is going to make the issue go away completely. TRU TAKE TWO Before I simply conclude on a downbeat note, I want to mention one of the few bright spots (depending on your perspective) of the past holiday season: the return of Toys “R” Us. Putting aside all of the history of the prior years (and I know that’s a big ask), you have to be a regular grinch not to be heartened by the advent of this new format for the old brand. There are only two stores in this new format, and the current plan is to have as many as eight by the end of the year, so obviously the actual sales done through these stores is minimal. But what I find very interesting is the idea of a retail brand embracing the role of a showroom, rather than trying to eschew that role. These 6,000- to 10,000-square-foot stores only feature about 1,500 SKUs
from highly curated, prominent toy brands that are merchandised in an interactive, immersive environment. There are no private-label products, despite the fact that the old TRU used to sell around two dozen private-label brands. The products in the new TRU are sold at full price, not discounted, and the retail margin is actually returned to the manufacturer. These stores will serve as merchandising laboratories for the brand owners. This is pretty revolutionary, in my view. Chains such as Best Buy, Dick’s Sporting Goods, or any of a number of department stores have long struggled with the idea that consumers would come in, check out the products, and buy somewhere else — probably online. They hated being a showroom. The new Toys “R” Us is a showroom. Consumers can purchase 10 times as many SKUs at toysrus.com, which is presently a joint venture with target.com. Rather than offering this innovative sales setting and trying to keep other retailers from copying it, Toys “R” Us is actively promoting the idea that brand owners can learn from these stores and employ the effective techniques with other retailers. Giant brands (such as LEGO in the toy industry or Nike in footwear, for example) have often operated their own stores, not only for the sales they can get within those walls, but as a way to showcase their brands in ways that other retailers can observe, learn from, and implement. But not many brands can afford to have their own stores. This new setting allows toy brand owners to get some of those learnings with less risk. They pay to be in the new TRU stores, but nowhere near what it would cost to have their own stores. I’m looking forward to seeing what impact this new concept can have on the industry. I hope you all have a great Toy Fair and a successful year. » Sean McGowan has been an industry analyst and commentator for more than 30 years. He is a managing director at Gateway, a firm that provides investor relations services for more than 50 companies across a wide range of industries.
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TOY FAIR NEW YORK 2020
STATE OF THE INDUSTRY
Industry leaders, retailers, and manufacturers weigh in on toy trends, changes, and more in the Toy Book’s annual State of the Industry Q&A.
ANNE CARRIHILL Category Leader of Toys and Games, amazon.com
Cyber Monday once again became the single-biggest shopping day in Amazon company history based on the number of orders worldwide. What new strategies did you implement to help boost sales? Our mission and focus continue to be delivering a world-class shopping experience, providing customers vast selection, value, and convenience — not just during the holidays, but also all year long. This Cyber Monday, we offered customers incredible deals, deeper discounts, and more Deals of the Day than ever, with customers worldwide purchasing more toys this Black Friday and Cyber Monday combined than ever before. Best-sellers among the tens of millions of toys purchased during this time period included the LEGO Star Wars Darth Vader’s Castle, L.O.L. Surprise!, Melissa & Doug products, and games, such as Jenga, Monopoly Game: Disney Frozen 2 Edition, Guess Who, and Candy Land Kingdom of Sweet Adventures. Our in-house toy experts work year-round to ensure we’re offering customers the largest selection of toys and games from manufacturers and brands of all sizes — from established brands to small businesses and entrepreneurs. Last holiday season, customers could shop more than 26,000 new and exclusive toys on Amazon. We offered customers more exclusive products than ever before, including FurReal Plum, from Hasbro; Fisher-Price Wonder Makers, from Mattel; Journey Girls dolls, from Just Play; the Ravensburger Minecraft Builders & Biomes game; and many more. How will you continue to evolve your toy department this year? This year, we will continue to surprise and delight customers by making shopping for toys on amazon.com fun and convenient by offering a broad selection that inspires; has low prices; and includes fast, free shipping options. We expect toys from Star Wars: The Rise of Skywalker and Frozen 2, along with PJ Masks and PAW Patrol, to continue to be popular this coming year. Other highly anticipated releases include The SpongeBob Movie: Sponge on the Run; Trolls World Tour; Minions: The Rise of Gru; Disney•Pixar’s Onward and Soul; and Marvel’s Black Widow, Venom 2, and The Eternals. We continue to support startups and innovators through the Amazon Launchpad program, which makes it easy for startups to launch, market, and distribute their products. As consumers continue to turn to their mobile devices to conduct online shopping, we will continue to make it easier to discover, buy, and gift toys and games on mobile devices.
RICHARD DICKSON President and Chief Operating Officer, Mattel
How important is sustainability for your products and packaging? Environmental sustainability is a top priority for us. We have a dedicated, cross-functional team that is working to drive innovation to advance sustainability efforts across Mattel. In December of last year, we announced our goal to achieve 100% recycled, recyclable, or bio-based plastics materials in both our products and packaging by 2030. We have also announced two products aligned with this goal, including the Rock-a-Stack, one of our most iconic toys from Fisher-Price, which will be made from sugarcane-based plastics and packaged in 100% recycled or sustainably sourced materials, as well as Mega Bloks, our No.1-selling preschool construction product, which will feature three sets derived from bio-based resins. Our commitment to sustainability isn’t new. Rather, it expands our Environmental Sustainable Sourcing Principles that were announced in 2011. Currently, we source 93% of the paper and wood fibers used in our packaging and products from recycled or Forest Stewardship Council (FSC) content. We have also adopted the How2Recycle label, a standardized labeling system that clearly communicates recycling instructions to the public. Consumer demand is immediate for merchandise based on viral sensations, such as The Child from The Mandalorian. What does it take to deliver products quickly without compromising quality? It’s about being nimble. We have built an organization — from our design team to our commercial group — that can respond to business opportunities and trends with speed while ensuring we maintain the outstanding level of quality that consumers expect from us. Mattel recently launched several new products last year that embraced inclusivity. How crucial is it to continue to offer these types of products to consumers? It is extremely important. We are focused on designing toys that reflect the world kids see around them. Barbie is a great example. She has proven her staying power by remaining both timeless and timely, continuing to reinvent the fashion doll category through new product innovation, diverse doll options, and the celebration of female role models. Just last month, we introduced the latest in Barbie Fashionistas, a line that is all about representing global diversity by showcasing a multidimensional view of beauty and fashion. Our approach to inclusivity goes beyond our heritage brands to include new brands, such as Creatable World, the first gender-inclusive doll line, which was named one of Time Magazine’s Top 100 Inventions of 2019.
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NIK NAYAR Senior Vice President, Hardlines, Target Corp.
Last year, Target offered an expanded assortment of more than 10,000 toys. In what ways will your brick-and-mortar locations evolve this year? As we continue to add and curate our toy assortment, we are always exploring new ways to further connect with our guests based on trends and their direct feedback. What we’ve found is that our stores serve as a perfect opportunity to provide unique experiences for them as they shop our toy aisles. Our partnership with Disney — and opening up 25 Disney at Target locations across the country this past year — is a perfect example of this. After adding a quarter-million additional square feet for toys in 2018, the Disney store at Target locations allowed us to provide one-of-a-kind, in-store experiences to our guests that coincided with the hit movie launches of Frozen 2 and Star Wars: The Rise of Skywalker. We offered guests Frozen-specific giveaways, as well as a chance to take their photo with a Star Wars Stormtrooper as they shopped our curated assortment of toys that corresponded with those releases. As we look forward, we believe there’s a lot of opportunity to further expand on these experiences and bring them into even more of our locations. Along with amplifying the shopping experience, we’ve also made getting the hottest toys even easier at our stores by making them available online and through a variety of fulfillment services. Since we’ve introduced same-day order pickup, drive up, and Shipt, we’ve seen a significant use of these different services and an overwhelmingly positive response from guests who might not have time to browse our aisles. How important is it to carry Target-only exclusives? With the landscape arguably the most competitive it’s ever been, Target-exclusive toys play a critical role in our overall toy strategy. This past year we introduced more than 500 Target-exclusive toys that we knew would perform well based on toy trends and guest feedback. By carrying exclusives across categories and being the only destination to pick up sought-after items, we’re also able to add a lot of value to collectors when we look across the entire landscape. There was a lot of excitement around trading cards and dolls that we only carried last year, and we anticipate this will remain the case. What were some of the most popular toy categories at Target last year? Board games, collectibles, and preschool toys were major volume and growth drivers for us last year, which we anticipated as they play key roles within our overall strategy. Board games provide us an opportunity to secure meaningful, exclusive items to bring our guests into our stores. Collectibles has grown substantially across the industry over the years thanks to new innovation, and we placed big bets in this category with incremental space across the toys floorpad. Preschool toys and our investments in key brands and licensed toys also proved successful this past year when we look at sales from Hot Wheels, PAW Patrol, and LEGO because we’re hitting directly on trends resonating with our guests.
BEN GADBOIS Global President and Chief Operating Officer, Spin Master
Do you anticipate the trend of mergers and acquisitions will continue this year? What are the benefits? One of Spin Master’s key growth strategies is to leverage our global platform through strategic acquisitions. We have a strong track record of acquiring and integrating companies into our business, with more than 20 acquisitions to date, including Meccano, Cardinal, Swimways, GUND, and, most recently, Orbeez. We continue to actively look for potential strategic acquisition targets while maintaining a measured and disciplined approach. Spin Master continues to have a strong balance sheet, providing our company with the financial flexibility and capacity to make strategic acquisitions both for the near and mid-term future. We’re always evaluating opportunities, and we love when companies and potential partners contact us to brainstorm about the possibilities of working together. In Spin Master’s Q3 earnings report, action products rose 188%. How will this sales growth continue with the launch of new, DC-licensed products this year? Action [toys] target [kids] of all ages, delivering high-quality products on the cutting edge of what’s new from entertainment franchises to innovative technology. We are focused on growing the business through our partnerships with world-class licenses, such as DC and Monster Jam; investing in our own entertainment content, as seen with Bakugan; and expanding our product offering. Partnering with an iconic brand such as DC is a major milestone for Spin Master, and it aligns with our strategy to invest in successful licenses to further grow and diversify our business. Kids everywhere have been entertained and inspired by DC superheroes and supervillains for more than 80 years, and we’re honored to be a part of that storytelling and imagined play. Through our licensing partnership with the Batman franchise and other DC superheroes, Spin Master is bringing its unique twist to innovative products, including action figures, R/C vehicles, water toys, games, and puzzles. Spin Master’s expertise across multiple categories allows us to leverage and merge our capabilities delivering new play experiences to fans.
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TOY FAIR NEW YORK 2020
STATE OF THE INDUSTRY
JAMIE UITDENHOWEN President, Toy Retail Showrooms, a wholly owned subsidiary of Tru Kids Brands
Toys “R” Us stores are officially back in the U.S. What different strategies did you implement in these locations? The experiential nature of the new stores is very different than those of the past in terms of size, layout, and product count, but at the same time still allow parents and kids to engage with top brands and discover products they love. Exclusive playscapes where kids can unleash their imaginations and create meaningful interactions with Geoffrey the Giraffe, the Toys “R” Us brand’s treasured mascot, and the more than 40 brands carried in store [are at the heart of the new stores]. Upon entering the stores, guests are greeted by a giant, larger-than-life plush Geoffrey the Giraffe. [They] can explore; read; have fun climbing up steps that have the lyrics “I Don’t Wanna Grow Up, I’m a Toys ‘R’ Us Kid” into Geoffrey’s Tree House; or head to Geoffrey’s Magical Mirror play pod, where a 3D, virtual Geoffrey comes to life and mimics your every movement. The Play-A-Round Theater, an open event space where kids and adults come to play, learn, and discover — together — [is also unique to our stores]. These unique experiences create endless opportunities to explore new interests, learn new skills, collaborate with new friends, or discover a new favorite toy. Target is powering the new Toys “R” Us shopping experience in the U.S. What are the benefits of this partnership? Our e-commerce strategy with Target provides a way to reach consumers immediately and from a wide demographic. Target also powers the online sales for our new experiential stores, providing customers access to a deeper assortment of curated products. Combining our voice on trends and play with the power of Target’s inventory, shipping, and customer service is a win for consumers. What can consumers expect from Tru Kids Brands this year? Last year, our focus was on reimagining the Toys “R” Us brand in the U.S. and creating the best possible experience for shoppers and our brand partners. We delivered on that through an omnichannel approach with the relaunch of toysrus.com, the new store experience, and our partnership with Candytopia to create limited-run, experiential events. We plan to open additional stores this year and will proceed with a thoughtful expansion strategy incorporating insights and feedback from our first two locations. Throughout this year, we will continue to develop our strategy around the store experience, with plans to open larger flagship experiences in major U.S. markets over the next three to five years.
GEOFFREY GREENBERG Co-President, Just Play
Which products or categories do you expect to drive sales this year? How does this differ from last year? Last year was an interesting year in that there were several stellar properties, with Disney•Pixar’s Toy Story 4, Frozen 2, and Ryan’s World taking a lot of market share. While we believe that these properties will continue to deliver, this year’s fall entertainment slate is much quieter in terms of new toy line launches, and it will allow for dollars to shift back to other lines. What business strategies are working now that wouldn’t have worked in the past? Two of the biggest impacts in recent years have been influencer content and e-commerce. Stars like Ryan and JoJo Siwa have not only garnered reach comparable to linear and theatrical entertainment, but they have also established extremely high engagement levels. Nowadays, parents are very aware of the creators that their children are watching, and new additions, such as Ryan’s Mystery Playdate and JoJo Siwa’s D.R.E.A.M. tour, add to the mass awareness not just of kids, but parents alike. Previously, licensed lines without linear content or theatrical support would never make it to retail. Changes in retail e-commerce have also made a profound impact on the way we launch, market, and sell toys, [which] continue to evolve with consumer behavior. As we saw in the last few months of the year, there will be an increasing emphasis on dotcom’s part in the retail experience as consumers shop closer to a holiday. The gap between brick and mortar and e-commerce will continue to [close], and the shopping experience will become more seamless as technology and operations advance. Toys that embrace classic play are continuing to edge out products that incorporate technology. How does this affect your product design plans? Much of our portfolio falls within the preschool audience. During these early years, toys play a very important [role in] a child’s development. Learning doesn’t necessarily have to be overly complicated and/or incorporate complex technology. At this young age, kids are expanding their imagination, communication skills, and social skills, and working on problem-solving, among other things. Our new Blue’s Clues & You! [toy line] includes role-play items, plush, figures, and playsets that provide kids with an engaging way to develop through play, including interactive features, music, and, of course, clues. For example, our Blue’s House Playset has clues and hidden surprises that allow kids to explore and problem-solve. We are always thinking about play value and how the brands we develop can provide the best experience.
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TOY FAIR NEW YORK 2020
STATE OF THE INDUSTRY
GLENN ABELL President and General Manager, Moose Toys USA
Kindi Kids was the No. 1 new toy property launched in the U.S. in July for the three months ending September 2019, according to The NPD Group. How do you keep up with the high demand at retail? The feedback we received at Toy Fair [New York] last year was overwhelmingly positive, so we launched big. We made a significant investment in marketing and original content, and our retail partners gave us strong support. Knowing that, we planned with our buyers and established a substantial inventory position to keep up with demand in the market, so we didn’t experience many out-of-stocks. From our launch through today, we’ve seen unmatched demand for Kindi Kids. We couldn’t be more thrilled that our first entry in the preschool aisle was the No. 1 U.S. property launch last fall. We are continuing the momentum for Kindi Kids this year with a strong lineup, more original content, and licensed product. Moose Toys teamed up with several celebrities this year. How do these initiatives play into your marketing strategy? We looked to partner with celebrities whose values align with those of our brands. From our collaboration with Nicole Richie and our partnership with Bethenny Frankel to our integration with The Ellen Degeneres Show, each celebrity gave us an opportunity to cut through the busy, fragmented landscape and reach parents and gift-givers in a new way. These partnerships armed us with press-worthy content to engage media and augmented awareness for our product in a positive way. When you collaborate with a like-minded celebrity and activate during a culturally relevant moment in time, it makes for impactful results. Toys that embrace classic play are continuing to edge out products that incorporate technology. How does this affect your product design plans? At Moose Toys, we exist to make kids happy. That’s our north star when we’re developing toys. As a dad, I always prefer that my two daughters are physically playing versus being glued to a screen. Play is essential to kids’ development, and classic play will always be at the heart of that. With that said, technology is certainly becoming a bigger part of our industry and is not going away. The key for Moose is balance. We focus our product development on a diverse portfolio ranging from robotics all the way through to tactile compound play. This year, we are super proud to bring a new collectible to the market. Oh My Gif! is a perfect example of combining a fantastic physical toy play pattern [with] a digital and social experience that is highly relevant to kids — and adults — in today’s world.
SHARON DIMINICO Founder and CEO, Learning Express
What were the best-sellers at Learning Express during the 2019 holiday season? Some of the best-sellers last holiday season were the UFO Drone; the Genius Square and Rock & Roll It Rainbow Piano, from MukikiM; Fresh Mart Grocery Store, from Melissa & Doug; PlayZoom Smart Watch, from iTouch; the Lumiela Necklace; 5 Surprise Mini Brands, from ZURU; Speks Magnetic Desk Toys; Doinkit Darts; and the Funtime Tractor, from iPlay. What trends will have the biggest impact on the toy industry this year and beyond? Some of the biggest trends this year include: • Today’s parents (primarily in upscale areas) are becoming minimalists. Many birthday parties have a “no-gift” invitation; • Parents are concerned about sustainability and look for toys whose impact on the environment is minimal; • Toy rental programs; • STEM toys; • Preschool and kindergarten prep toys; • Tween, teen, and adult gift selections; and • Introduction of other categories, such as general gifts, apparel and accessories, spa, tech, hydration and fitness, jewelry, bags, backpacks and totes, stationery items, and local-sport-team merchandise. What is one of the biggest challenges specialty toy retailers face, and how is Learning Express addressing it? It’s very hard for specialty retailers to compete on price. When I started the business 33 years ago, 90% of the vendors were specialty only. Today, those same vendors are not only selling to the mass merchants, but they are also selling directly to the customer online. They have become competitors, too. We produce eight catalogs a year and try to be as aggressive as possible on pricing, but our stores have to maintain a decent margin because their rent and payroll are typically [more] than that of mass merchants. Amazon is making it difficult for everybody. It is an amazing company, but it uses predatory tactics in its pricing. For the past three years, we were very focused on the experience our guests had when they visited us. We had costume character visits almost every Saturday and Sunday, silhouette artists, musical groups, petting zoos, and many other events to drive traffic. I believe that last year was a pivotal year — when the lure and ease of online shopping and low prices prevailed. We will continue to do our best. Our plan is to increase our impressions on social media, increase our loyalty rewards, and focus on building our relationship with our guests.
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ANDY KEIMACH President, VTech Electronics North America
VTech is expanding its Go! Go! Smart Wheels line to become an entertainment property. How will this affect the product line? Go! Go! Smart Wheels remains a strong-selling, kidloved product line, and we are continuing to develop and introduce new products under that brand. By launching the Go! Go! Cory Carson animated preschool series on Netflix, we are able to connect with our young Go! Go! fans on a new platform. The Go! Go! Cory Carson animated series features life events familiar to kids and parents in a fun and relatable way, and the Go! Go! Cory Carson product line connects show storylines with playtime. With the support of a full product line inspired by the show’s characters and playsets based on popular locations from the show, we are bringing the show to life by letting kids create their own adventures with Cory and his friends. VTech entered the robotics category with Myla the Magical Unicorn. Are there any plans to expand with similar items this year? Yes! The launch of Myla the Magical Unicorn was a total success in the U.S. As a result, we looked at fresh, new ways we could expand the unique color play that was so popular with kids. Myla’s Sparkling Friends are colorful robotic foxes, unicorns, and peacocks that talk, sing, and light up in new and exciting ways. At giftable sizes and price points, these sparkling friends are packed with content, offering more than 100 fun, magical responses and interactions that create awesome light shows. Three years post-merger, how has the LeapFrog brand integrated into the VTech portfolio of products? VTech products have always been about fostering imagination and discovery through play while encouraging children to have fun while learning. With LeapFrog, we were able to put more focus on the educational content that introduces children to important early skills through curriculum-based learning, while still incorporating the playful elements that make learning fun. The brands go hand in hand and have allowed us to develop complementary products for all ages across our product lines. A child’s development is all about balance, so whether parents are looking for a fun birthday gift or a toy to get [kids] ready for school, we have a robust range of products to meet those needs. What new digital media strategies are you implementing this year to drive consumer awareness about new product lines and brands? Digital media excellence is the cornerstone of our dynamic and progressive marketing plan. Our digital media strategies are tied to our content strategies, understanding that today’s parents and kids are consuming video at increasing rates. We are using digital media strategies that serve our products up to consumers throughout their shopping experiences. Our goal is to create content that engages, entertains, and informs audiences about how our products work, and shows how much fun they are. We’re continually focused on providing not only holiday gifts, but also being the brand that consumers look for throughout the year for kid tech, learning, and developmental toy gift ideas.
KAT DRUBACK Senior Buyer, Camp
How is Camp different from a typical specialty toy store? Where to start? Camp is a family experience store. All of our stores are designed to be explored and actually played in. Camp locations are permanent, but we change themes every few months. This means families might be dancing in a disco cabin during “Basecamp” and jumping on a trampoline that looks like a grain silo at “Cooking Camp” a few weeks later. When a theme moves out of one Camp location, it moves to another store to be enjoyed by families in another city. Since our experiences are created for families, we carry apparel and gifts for adults, too! We also have a ton of daily activities that include sing-along performances and slime-making classes. I would encourage anyone who hasn’t visited Camp to pop in and experience the magic in person! What does the future hold for experiential retail? People will always leave their homes and seek out things to do with their families. The future of retail will be about creating authentic experiences that bring people together, create memories, and enable guests to discover unique products. We design all of our themes with this in mind, blending play and product throughout our stores. I love walking into Camp and seeing families actually playing and having fun together! How do you choose what product assortment to carry? At Camp, we are all about discovery and delight — presenting our families with unique products for the first time. We are always looking for new trends, working with vendors to make sure we are on top of their latest launches, and constantly seeking out new vendors and products to introduce to our guests. We also bring in products that help us tell stories within our themes. For example, during “Cooking Camp,” we brought in fruit plushies and kids’ shopping carts as part of the assortment we carried in the “grocery store” section of the experience.
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TOY FAIR NEW YORK 2020
STATE OF THE INDUSTRY
LAURA ZEBERSKY Chief Commercial Officer, Jazwares Jazwares partnered with several YouTube creators for toy lines. Do you expect this trend to continue
this year? There’s a new crop of high-quality kids’ entertainment emerging on the YouTube platform that parents are enjoying alongside their kids in the same way as they have watched popular TV shows and movies together for decades. It’s not just about traditional TV anymore; parents and kids are also now logging on to watch Blippi, Cocomelon, and other kid-friendly programming on YouTube. We just launched our first wave of Blippi toys and have already seen tremendous demand at retail, with a trial run selling out on Amazon within days of launching. As we start the year, we are continuing to look at breakout YouTube talent as potential partners, and we have plans to bring Cocomelon and CKN toy lines to retailers, in addition to what we are creating with Blippi. What innovation in your products are you offering to consumers this year? This year is going to bring a lot of exciting new offerings for consumers. We are constantly analyzing trends within the industry, pop culture, and beyond to stay ahead of the curve when it comes to new product offerings. Jazwares has pioneered the way toy companies tie digital integrations with physical products. Through codes, new technology, and enhanced experiential design, we are bridging the divide between physical and digital play with new and immersive experiences for consumers. This year, we will continue to innovate in our digital media programs by expanding into companion content and gamified campaigns. How do you integrate pop culture licenses into your product strategy? At Jazwares, we pride ourselves on uncovering the latest trends in pop culture and finding new ways for consumers to engage with the fandoms they love. Our collectibles brands, such as Domez, celebrate pop culture like never before seen in the collectibles space. Through Domez [and products like it], we are able to develop collections that will excite fans across the broad spectrum of pop culture, from the most iconic franchises, such as Disney and DC Entertainment, to more niche genres, such as horror and anime.
DAVID NIGGLI Chief Merchandising Officer, FAO Schwarz
FAO Schwarz expanded with flagship stores in Europe and Asia. How are these locations performing? Do you have plans to expand to more retail locations? Our international flagships are performing way above expectations, and the global response to the brand has been inspiring. It has proven that FAO Schwarz is an international brand and that the combination of experiential retail with unique product offerings is a winning model worldwide. In terms of expansion, it comes down to finding the right partner with the right location. That is our No. 1 priority in terms of choosing where we might expand next. We are always looking at new partners and opportunities to expand our global presence. How important are in-store experiences? How does FAO Schwarz keep them going all year long? In-store experiences, from demonstrators and customization to great service, are key to the success of an FAO Schwarz store. This is what we do 365 days of the year, so there is no question as to the need to keep them going and to keep refreshing and adding new experiences every year. We recently added a Barbie Styled By You experience [in which] consumers can work with a Barbie Stylist to create their own very special Barbie. Additionally, we have a National Geographic/Steiff adoption program [through which] consumers can support the preservation of endangered species, and we have an upcoming experience with Sesame Street launching soon. FAO Schwarz partnered with Global Icons for further international licensing expansion. Do you have any details you can share? Global Icons will expand and build upon FAO’s existing licensing program and current product lineup. The program will leverage the brand into strategic categories that will deliver the same attributes of big imagination, creativity, and fun as our most-loved products. Global Icons will tailor a one-of-a-kind program with various brand collaborations and a strong focus on experiential licensing. The program will continue to develop internationally, utilizing its current presence in China, the UK, and Ireland, with many more to come. Global will look for licensing partnerships in experiential retail, fashion accessories, food and beverage, footwear, health and beauty care, home furnishings and decor, infant products, publishing, youth electronics, and sporting goods. What are your predictions for the state of toy retail this year? Toy retail, like all retail, has been affected by online sales, which will continue to grow and thrive. However, we have proven that brick-and-mortar stores are not dead. The consumer is willing to physically come to a store if you give them a reason. At FAO Schwarz, we have been offering an experiential and interactive retailing experience that engages both kids and adults, which is proving globally to be a winning combination.
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TOY FAIR NEW YORK 2020
STATE OF THE INDUSTRY
STEVE PASIERB
Vice President, Sales & Marketing, PlayMonster
President and CEO, The Toy Association What are the biggest challenges facing the toy industry as we head into the year, and how is The Toy Association addressing them? No. 1 is reaching a resolution to the tariff war. Though a phase-one trade deal has been signed, unpredictability continues to linger, and earlier rounds of tariffs continue impacting toymakers. There are a host of state and local regulatory threats that add nothing to existing federal requirements but could make it near impossible to sell toys in some jurisdictions, so each of these has the sharp attention of our external affairs team. Intellectual property (IP) protection and stopping counterfeit toys sold via online marketplaces remain top priorities of our IP committee and an ongoing risk to kids’ safety. Helping members navigate a transforming retail world; sustainability both in packaging and product; and fostering creativity and innovation across the toy and play community through our own Creative Factor programming and direct support of organizations, such as Mojo Nation, FIT Toy Design, Otis College Toy Design, and ChiTAG: These are some of the key activities we will be focused on this year. What are The Toy Association’s key initiatives for the year ahead? Certainly, addressing all the challenges just mentioned — tariffs, taxes, regulatory threats, IP infringement, counterfeit toys, the evolving retail environment — all head the list. We are already hard at work on a fresh vision for Toy Fair New York in 2022 and beyond, given the opportunities presented by a larger Javits Center. With an unpredictable political and regulatory environment, swiftly changing consumer preferences and shopping behaviors, and a host of other issues, we are reexamining all our strategic priorities a year earlier than the conclusion of our current strategic blueprint. Foremost will be those initiatives that might fall under a heading of “sell” — that is, helping our members innovate, find new opportunities, grow, and prosper here at home and in markets around the world. Protecting our members’ businesses is another key pillar, by ensuring the continued ability of our members to do business in the U.S. and global markets. Finally, emphasizing our ability to be an adaptive enterprise continually sensing and responding when opportunity is hot — or before threats have taken root — and doing so with strategic agility and measurable results.
SCOTT FLYNN
Do you anticipate the trend of mergers and acquisitions will continue this year? What are the benefits? With the industry still feeling the consolidation effects of the Toys “R” Us bankruptcy on top of last year being a softer year than expected, we feel a number of companies will be evaluating all options, including acquisition. This would mean that acquisitions would become more prolific than in the past. What are your predictions for the state of toy retail this year? Last year was a huge year relative to entertainment properties, and licensed products were given significant shelf space. This year will be the opposite, and retailers will need to replace those sales and shelf space. We think there is a big opportunity for manufacturers and retailers to partner on new, fresh, innovative concepts to fill this market void.
DAVIN SUFER Chief Technical Officer, WowWee
Some of the hottest toys last year were based on YouTube content and creators. Do you expect this trend to continue this year? This is certainly the case moving forward. We continue to see these product lines grow and the link between content and product be critical to success. It’s exciting times because while the traditional licenses are still very much represented in the category (some would say dominant), there are several YouTube creators who have managed to break through and carve out their place in the product mix. How does WowWee come up with new and innovative takes on existing lines to keep them fresh and exciting for consumers? We look everywhere for inspiration. In fact, one of our challenges is that there are so many crazy, innovative, and new play patterns to try. Over the course of a given week, we are typically looking at dozens of ideas coming in from content creators, the inventor community, ideas we see online, and our own crazy ideas. It’s literally a never-ending barrage of amazing product concepts, play patterns, designs, characters, and content to consider. The “heavy lifting” on this front is assessing the ideas, sometimes building things very quickly so we can assess with actual prototypes and figure out if we are on to something. The key here is to stay true to our playful sides while being realistic about price points and how strong a given idea really is.
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KIMBERLY MOSLEY President, American Specialty Toy Retailing Association
What are the biggest challenges facing the specialty toy industry this year, and how is ASTRA addressing them? As always, the size of independent toy stores like those that are members of the American Specialty Toy Retailing Association (ASTRA) is both a competitive advantage and a big challenge. On the one hand, locally owned independent businesses are more agile because they don’t have to work through a corporate bureaucracy. They have an ear to the ground in their markets and an understanding of the local customer, which helps to fuel their entrepreneurial creativity. At the same time, well-resourced, big-box competitors arguably have more financial cushion to weather the latest business downturn or policy change. Tariffs — actual and threatened — are a great example. Larger mass-market businesses are more likely than small specialty businesses to have the resources to build multiple contingency plans and absorb the higher costs and reduced sales that tariffs create. What are ASTRA’s key initiatives for the year ahead? • Growing the expertise of our members: In turn, this will improve their business performance and increase the viability of their businesses. Members can check out academy.astratoy. org for details on our professional education programs, including sessions at Marketplace & Academy 2020; on-demand content through webinars and publications; and ASTRA certification programs; • Strategic planning. We are launching our next strategic planning process, which will be a stimulating exercise. Much has changed in the external landscape — particularly around the unprecedented number of chain store closures — since we crafted our last plan. We will seek fresh new thinking from all ASTRA constituents and draw perspectives from the work of our Innovation Council, which is an ad hoc group comprised of highly experienced toy industry pros and others from aligned industries; • Expanding ASTRA Foundation. Created last year to increase awareness of the importance of play and its impact by way of research, education, and philanthropic activities, we will ramp up foundation activities on two levels: increasing communication about the science of play and offering opportunities for ASTRA members to participate in volunteer and planning philanthropic activities; and • Nurture relationships and partnerships. This will expand the ASTRA footprint and grow face-to-face opportunities for members to get together, which will increase the mix of ideas, relationships, and products that are flowing through ASTRA. ASTRA will leverage its impact through these efforts and special member programs at Spielwarenmesse, Toy Fair New York, Toy Fest West, various gift marts and kids’ products shows, and ChiTAG.
SKIP KODAK Executive Vice President, Americas, LEGO Group
How does LEGO come up with new and innovative takes on existing lines to keep them fresh and exciting for consumers? Our designers are always looking for ways to reinvent existing LEGO elements to become completely new expressions of creative play for any audience. We look for gaps in the market — either audience gaps or product gaps — to inspire LEGO solutions that can fill a true need. We sometimes do so with digital overlays or new themes and licensed properties, but sometimes it’s [about] thinking differently about our core play experience. LEGO Dots is a prime example of reinventing the LEGO system to deliver a fresh and exciting play opportunity for kids who look for a different kind of self-expression than our traditional 3D building. With the subtle tweak of putting our existing 2D tile pieces front and center, Dots enables us to bring a compelling arts-andcrafts expression to life with all of the versatility and repeatability that LEGO play delivers. Creating 2D patterns with LEGO tiles, kids can personalize everything from bracelets and frames to pencil holders and storage boxes. Our research uncovered the opportunity, our designers rose to the challenge, and the market is lending tremendous launch support to make our Dots innovation a tentpole this year. Last year was packed with blockbuster movies, from Avengers: Endgame to Star Wars: The Rise of Skywalker. This year doesn’t have as many major releases on the calendar. What impact, if any, do you think this will have on licensed product sales? Theatrical events are always great to plan around, but they’re not the only thing that can drive sales of licensed products — it really depends on the property. We strategically assemble a balanced portfolio of properties in any given year to leverage the passion people have for their favorite characters and stories. Last year, we saw the box office benefit of Avengers: Endgame, Star Wars: The Rise of Skywalker, and Frozen 2 reflected in our sales, but we’re also sure to bring less event-driven properties — such as Harry Potter, Minecraft, and Overwatch — to market to drive steady momentum. While there are fewer theatricals this year, we’re confident that the mix we’ve got will drive continued sales growth. This year, we’re adding theatrical-based themes, such as Trolls, Minions, and Fast & Furious, balanced by strong evergreens, such as Star Wars and Batman.
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TOY FAIR NEW YORK 2020
STATE OF THE INDUSTRY
AMY AUSTIN Director of Licensing, Jada Toys
How do you integrate pop culture licenses into your product strategy? A strong focus on pop culture has been an objective for Jada Toys since our inception more than 20 years ago. We are proud to be the industry leader in the car culture segment. From Scarface, our first entertainment vehicle license, to 2021’s The Batman, our fans know and trust us to create and provide an ever-growing and compelling assortment for our proprietary Hollywood Rides line. Our portfolio features multiple Fast & Furious and Batmobile vehicles, with new additions including Back to the Future, It, Scooby-Doo, and more. Stranger Things was a summer Netflix hit, and we were there with multiple Hollywood Rides executions. Whether our customers are looking for Marvel, Transformers, G.I. Joe, Minecraft, or even horror, Jada has it. Creating and expanding upon our large range of collectible Metal Figures is also essential to reaching into the pop culture trend. We’ve seen success and huge momentum with our 20-pack Nano Metal Figure sets. Partnering with best-in-class entertainment colleagues and maximizing our long-term relationships allows us essential collaboration. We work together to ensure our product and the licensor’s [intellectual property] connect to become compelling, first-rate product. Retro is hot, and anniversaries of nostalgic classics are important, as is assuring support of key theatrical dates for our entertainment partners, retailers, and consumers. Distribution is critical, and as part of the Simba Dickie Group, we are able to truly leverage circulation on a global basis resulting in faster rotation so no single market has to absorb minimum order quantities. Faster rotations from greater global sales equal more new tooling, which equals more sales and more pop culture offerings for our fans. Last year was packed with blockbuster movies, from Avengers: Endgame to Star Wars: The Rise of Skywalker. This year doesn’t have as many major releases on the calendar. What impact, if any, do you think this will have on licensed product sales? Last year held an abundance of blockbuster movies. Fewer mega-hit movies may be a challenge for the overall market. Yet, this year features a theatrical release from the Fast & Furious franchise, one of Jada’s largest portfolios. We are excited to have product this year for Scooby-Doo, Black Widow, G.I. Joe, and Venom. Holding licenses for movie product is great, but it’s more important to own the right licenses no matter where they live. Just as consumers are absorbing content from multiple devices and platforms, licensees should also seek alternative sources for properties.
JAY FOREMAN CEO, Basic Fun!
Do you anticipate the trend of mergers and acquisitions will continue this year? Yes, it’s not getting any easier to run a toy company — big or small — in this ever-changing retail environment. Many companies run great toy lines, but are very challenged at being great toy companies. Their brands and business might make more sense in a larger platform. Were you able to recoup the shelf space that was lost in the wake of Toys “R” Us’ demise? If so, how and where? No, we have not seen a recoupment of the Toys “R” Us business naturally [from] the overall growth of the business. You just can’t replace the linear shelf space lost. The only way to grow is new, hot product. The 15% tariff on toys has been called off. How does this affect any strategies you had in place to mitigate its effect? I felt very strongly that we would win this battle with the administration and find a way to convince it ... that this was and remains a ridiculous policy. So, for us, it is business as usual. My bet is this president is not capable of making a big deal with China, and phase one is the best we are going to get. For the toy industry, at least, that’s good enough. What are your predictions for the state of toy retail this year? Flat growth with the best retail platforms, brands, and product lines rising to the top — and everyone else fighting for their share. Toys that embrace classic play are continuing to edge out products that incorporate technology. How does this affect your product design plans? That is right in our sweet spot. We have little, if any, new tech or artificial intelligence in our products. We depend on classic play, such as Lite-Brite, Tonka, and Care Bears, and it continues to work. I’d certainly like to create the next Minecraft game, but the next toy that needs a phone or tablet to work is not in our plans. Nostalgic brands, entertainment properties, and products continue to dominate store shelves. How does this trend affect innovation and new product ideas in the toy industry? It’s a proven fact that innovation in toys generally doesn’t work for more than a season or two. It’s basic play patterns — dolls, action figures, plush, and trucks. L.O.L. Surprise! is as basic as it gets as a play pattern. The innovation is a brilliant design and storytelling.
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TOY FAIR NEW YORK 2020
STATE OF THE INDUSTRY
CHRISTINE S. OSBORNE Owner and Founder, Wonder Works
What are your predictions for the state of toy retail this year? Those who recognize the need to change and have the ability to take risks will thrive. This involves families we serve, vendors we partner with, and other toy stores we collaborate with. Consumerism, parenting, education, and tech are all changing — and will continue to. The way we live (minimalizing), the number of children per household (increasing from 1.88 in 2010 to 2.5 in 2018), and work schedules becoming flexible, all play a part in this ever-changing world we provide for. The product mix is now changing from all toys and books to include a 10%-20% gift. Specialty toy stores are the one location an entire family can shop, experience, play, and spend time with their neighbors outside of church, school, and neighborhood functions. Toy stores provide a safe haven for family events, character meet and greets, create-and-take classes, holiday extravaganzas, and collectible trading days, to name a few. Our stores are no longer just for kids; … parents yearn to be included. Fathers are increasingly involved in purchasing gifts and are participating in Wonder Works events with their kids, such as Pokémon card trading. Adults want products to buy, services provided (wrapping, delivery, coffee), and to socialize, all while they shop and their kids experience wholesome fun. (Editor’s note: Read more about this trend on page 276.) Vendors need us to take risks to help them test concepts, such as Melissa & Doug Play Zones, Mattel storewithin-a-store concepts, Fat Brain Toy Co. wooden stands, and more. No longer can a toy store only cater to children, sell only toys, and not share their ideas. Testing new products and providing real-time feedback to vendors is crucial. This year will be all about expansion, growth, and change. Specialty toy store owners should expand their product categories to include gifts, kids’ clothing, and more. Expand your communication and participation with vendors, creating win-win partnerships. Expand your services (coffee, delivery, free toy closet for kids with cancer, etc.). Customers with different needs will walk into your stores every day, and it is up to you to develop a response to broaden your business and meet their needs. Collaborating with other toy store owners is a must. We all learn from each other. Sharing helps our stores, vendors, and our communities by sustaining the industry and taking it to the next level. In all of this, don’t forget that there are constants in our business: families, birthdays, and holidays. They are not going away. Taking a risk to adapt to our ever-changing environment is now a must for any toy store business owner. Those who are willing will succeed.
HAROLD CHIZICK CEO, ChizComm and Beacon Media
In the wake of the Federal Trade Commission settlement with YouTube and increased scrutiny of content creators in regard to COPPA compliance, what should the industry be doing to protect itself moving forward? COPPA affects two main groups of people: content creators and advertisers. Under COPPA, all content creators that serve kids or have a significant number of kids consuming their content need to be aware of regulations surrounding the collection of personal information. Advertisers need a zero-data approach, meaning they are required to contextually target their desired audience as opposed to using interest-based targeting. Running away from YouTube isn’t the answer, as it’s still No. 1 for kids. Working with experienced and trusted partners as a guide through these muddy waters, and creating a separate kids’ content strategy where all messaging, CTAs, and links are kid-friendly (COPPA-compliant) and don’t push direct sales, is a safe place to start to protect your company. While we do fully believe in the powers of YouTube, the industry should also start looking for more COPPA-compliant platforms (sites, apps, and over-the-top [OTT] platforms) to add to their marketing mix and content strategies. As an industry, we not only want to protect kids from the dangers of the internet, but also protect our own companies from liability. The first step to ensuring safety for everyone is following the rules put in place by COPPA and YouTube, and building partnerships with experts in the space. What new digital media strategies are you implementing this year to drive consumer awareness about new product lines and brands? ChizComm has always preached a multi-pronged approach, and this year we plan to bring even more digital strategies and 360-degree marketing options to the table for our clients. With our recent acquisition of Beacon Media, we have the unique ability to create synchronized plans and campaigns across all platforms, including PR, social, digital, creative, and TV, to drive consumer awareness. One strategy for one platform is not enough. As we move more into the digital age, we will be carving out a larger portion of the budget to run across different OTT/ VOD (video-on-demand) platforms outside of YouTube, as well as exploring other digital paid and organic options on platforms like TikTok. A larger focus on retailer advertising platforms, such as Amazon and Walmart’s new offering being released this year, will also be key. These platforms are a crucial part of the digital marketing ecosystem as more and more consumers are now beginning their searches on retailer online platforms instead of Google.
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DEBORAH STALLINGS STUMM Senior Vice President, Sales & Marketing, Bonkers Toys
What business strategies are working now that wouldn’t have worked in the past? The world has gone digital! Marketing and business strategies that dominated even five to 10 years ago, such as heavily print-focused campaigns and big TV commercial buys, are no longer key drivers, but rather supplemental marketing for specific markets. Marketing and PR dollars are largely being spent with influencers, video ads, and social media campaigns [on platforms] where toy consumers are extremely active. It is critical to reach customers where they are, and that is on their screens. One thing that hasn’t changed? The power of faceto-face meetings and building relationships. I am a firm believer that people want to do business with others they like and trust. It is so important to do business with integrity and exceed expectations whenever possible. Some of the hottest toys last year were based on YouTube content and creators. Do you expect this trend to continue this year? Bonkers Toys is at the forefront of toys based on digital stars and gaming apps. Many view YouTube merchandise as a trend. Bonkers views this as the clear direction based on how kids are now consuming entertainment. Generation Alpha, the kids of millennials, rarely watches TV and is device-driven. Their preferred entertainment includes YouTube videos, gaming apps, and other forms of digital content. It is only natural that their heroes and role models come from digital content, especially YouTube. Bonkers Toys was the leader with YouTube toys when we launched the Ryan’s World line in partnership with pocket.watch in 2018. The award-winning toys have created a frenzy with consumers and continue to be some of the hottest-selling toys at retail. Last year, Bonkers hit another home run with FGTeeV toys based on one of the most popular, family-friendly YouTube channels with more than 18 billion views. This year, the industry will see a huge increase in the number of toy lines based on YouTube creators. Not all, however, will experience the same success in the marketplace. Bonkers Toys is extremely selective about the talent with whom we partner. We have developed strategic alliances and a propriety vetting system to ensure we are working with the stars kids are excited about and who drive sales at retail. No doubt, there are emerging digital entertainment platforms that are starting to blossom, as well as many that have yet to be invented. Bonkers Toys will unquestionably be collaborating with these digitals stars of the future as well.
BOB MEANS Category Director, Toys, eBay Nostalgic brands, entertainment properties, and products continue to dominate store shelves. How does this trend affect innovation and new product ideas in the
toy industry? The increasing demand for nostalgic and retro-inspired toys creates an immense amount of opportunity within the toy industry. In addition to typical toy industry development and roll-out cadences, brands are also able to capitalize on timely moments, such as pop culture anniversaries — whether that is an iconic TV show from the ‘90s turning a quarter-century old or celebrating a storied franchise’s history with a new, retro-inspired collection. This past year, eBay garnered impressive traction surrounding the 25th anniversary of legendary sitcom Friends. Shoppers ran to eBay to buy commemorative merch, notably to score the sold-out-everywhere-else Central Perk LEGO set, which was created by a fan in honor of the milestone; the set broke eBay’s 2019 top 20 most popular toys. The Star Wars franchise also celebrated important milestones this past year, and fans were quick to shop for related merchandise on eBay. In fact, sales for The Mandalorian-related purchases jumped 97% from July to September. We saw LEGO Star Wars sets soar in popularity this holiday season as the partnership celebrated its 20th anniversary — tens of thousands of retro and new sets have sold on eBay within the past year alone. What were some of the most popular toy categories on eBay last year? eBay is unique in that we have something for every type of shopper; with more than 1.4 billion listings, eBay has a robust and diverse product catalog. Last year, we continued to see a rising popularity for retro- and vintage-inspired toys on the marketplace, in addition to a steady demand for the hottest, newest toys that everyone is coveting. Last year, some of our most popular new toys included Hatchimals Wow Llalacorn, Detective Pikachu Feature Plush, and L.O.L. Surprise! O.M.G Doll, while some of our most popular retro toys included Pokémon, Hot Wheels, and Barbie. How have trends in consumer expectations affected toy sales? Our shoppers, rightfully, expect a lot from eBay. In the current era of technology and social media, shoppers are constantly consuming information about the hottest toys or the rarest items, and they know they can trust eBay to have whatever it is they’re looking for. It’s our job to make sure that we’re consistently providing the best selection and value to our customer base to maintain and grow those relationships, especially in a category as fast-paced and ever-changing as toys.
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TOY FAIR NEW YORK 2020
STATE OF THE INDUSTRY
DAVID BECKER President and CEO, Blue Plate Media Services
In the wake of the Federal Trade Commission settlement with YouTube and increased scrutiny of content creators in regard to COPPA compliance, what should the industry be doing to protect itself moving forward? The reality is that, last year, the bloom came off the rose for digital media, as a handful of suppliers were found to be violating audience tracking rules and [blatantly targeting] kids. You are only as safe as the company you keep. Unlike many youth industry marketers who have been carelessly, and lazily, relying on implementing keyword targeting for their brands and kid-targeted clients, exposing their brand(s) to non-safe environments and false reads on their audience, BPMS has always recommended a more prudent approach, steering away from the misguided push of Google and the peering threats that potentially await them. A best-in-class approach has always been to focus kid-targeted video placements on contextual, vetted channels. This ensures your message is relevant, more targeted, and living in a safe environment with proven agency benchmarking, and a likelihood that your channels are delivering against measured campaign KPIs (key performance indicator). Today, toy marketers must be diligent in their application of COPPA and brand safety standards. They must make sure that their own activities are COPPA compliant and their partners in the paid and social spaces are also compliant. It’s time to demand transparency from your partners. You can ensure brand safety by carefully hand-selecting the providers, channels, and videos for your ad campaigns based on the appropriate context of the audience you’re trying to reach. What new digital media strategies are you implementing this year to drive consumer awareness about new product lines and brands? Kids’ media usage is spread widely across a wide array of devices, platforms, and content. Since kids use multiple screens, campaigns must increasingly be multiscreen, too. Mom and parent platforms include connected TV and podcast advertising. Podcast ad dollars are expected to surpass $1 billion by next year, which is not surprising given that podcasts help marketers reach target audiences based on their listening habits, interests, and locations. Within social media, we expect to see a higher focus on Stories. People love Stories — and brands with a story have a great opportunity for a deeper connection than standard postings. With parents, we have the opportunity to implement marketing closer to purchase plans. We will look to implement shoppable media placements across all platforms — from video to Amazon. We will continue to leverage digital [media] to align with the geography of our distribution.
LAWRENCE ROSEN Chairman, Cra-Z-Art
How did Cra-Z-Art successfully cope with the loss of Toys “R” Us? There is no doubt that Toys “R” Us has been missed since it closed its doors in the early part of 2018. After all, the retailer had garnered approximately a 14% share of the toy marketplace and allowed us to showcase a wide array of our toy catalog. It certainly made the retail environment more challenging to navigate for sellers and consumers. However, Cra-Z-Art has been able to aggressively and successfully make up share and fill the void by working with our great, key retail partners to expand listings and promote items both at the store level and online. We also worked with and supported new, alternate retail channels that have emerged over the last year and a half. Of course, this included the new experiential Toys “R” Us stores that opened in New Jersey and Houston for the holiday season this past fall. Fortunately, kids have not lost interest in toys, and we have a very good portfolio of items, including our Nickelodeon Slime and other arts-and-crafts items, such as our Friendship Bracelet Studio and the resurgence of our popular Cra-Z Loom item that drove sales and enabled us to increase revenue and have another good year. We’ll continue these efforts and look for additional growth channels this year. Toys that embrace classic play are continuing to edge out products that incorporate technology. How does this affect your product design plans? At Cra-Z-Art, we’ve always focused on classic play patterns that foster creative and imaginative play with kids. In magnetic construction, we have Magrific, Magtastix, and Mag Creator, which, using STEM learning, all literally “build” on one another, adding fun components, such as magnetic balls and rods. For arts and crafts, the category was up 3% in 2018. Our various bracelet-making items, including Cra-Z Loom, Friendship Bracelet Kits, and our new Friendship Bracelet Studio, are all very popular. Of course, we started the DIY slime kit craze back in 2017 when we introduced our Nickelodeon Slime, and it’s still going strong. The line now includes many premade slime items, such as Nickelodeon Slime Buckets. Besides slime, the marketplace is “compound crazy,” with kids loving the tactile and cognitive play of molding, squeezing, and smelling products, such as our Softee Dough, Cra-Z Sand, and Smart Putty. And everyone likes a good puzzle — it’s something the whole family could do together! Our premium line of Kodak puzzles offers beautiful, rich photography, iconic of the classic brand. Finally, food play has been a trending toy category, and there’s nothing more classic than our popular Snoopy Sno-Cone Machine and Cotton Candy Maker. Look out for new innovations in all of these areas this year as we expect these trends to continue!
76 THE TOY BOOK | FEBRUARY 2020 | toybook.com
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STEVE STAROBINSKY Chief Marketing Officer, Diverse Marketing and Founder, Diverse Insights and KID@HEART
ISAAC LARIAN Founder and CEO, MGA Entertainment
How have trends in consumer spending affected toy sales? The Amazon effect on retailers created a consumer byproduct that no one is talking about: time. The consumer has more time because their dog food, toilet paper, and everything else gets delivered to their door. They have more time for hobbies and fun things — like shopping. Shopping has evolved from a necessity to an amusement. It was a tough year, and the lack of a “hot toy of the year” really hurt foot traffic, so casual sales weren’t made.
What are your predictions for the state of toy retail this year? I believe the industry will decline another 6%-8% this year. This is due to the lack of focus on toys and innovations by the top toy companies. MGA Entertainment (MGAE) will grow high, double-digits because of our innovative toys taking market share — but not enough to close the decline gap.
Toys that embrace classic play are continuing to edge out products that incorporate technology. How does this affect manufacturers’ product design plans? I don’t see a clear correlation. Sometimes classic toys skyrocket, and other times Fingerlings or Tamagotchi, for example, are hot. My opinion on an item and why I recommend it to a retailer depends on how its design — simplicity or innovation — can both win out, but it depends on individual product instead of an overarching trend idea.
What trends will have the biggest impact on the toy industry this year and beyond? [Innovation is] the only trend that has a big impact on the toy industry. Kids are tired of the same doll and action figure remade into a different color for movie sequels. They want something new.
Do you anticipate the trend of mergers and acquisitions will continue this year? Yes. Business is tough. People take fewer risks and look to cash out. It makes perfect sense, and for the incredible people who have built a business that someone wants to buy for a price they are willing to accept — well done! However, this industry is unique. This is an industry in which you can hit a home run, or anyone from anywhere could create the next great toy if they knew the business. Maybe we will be reminded of that this year — fingers crossed. Last year was packed with blockbuster movies, from Avengers: Endgame to Star Wars: The Rise of Skywalker. This year doesn’t have as many major releases on the calendar. What impact, if any, do you think this will have on licensed product sales? It’s pretty funny that the biggest license the year came from The Mandalorian, a streaming service show, and not one of those movies. Content — and the industry’s dependence on it — is shifting from theatrical to all over, from video games and skateboarders to make-up influencers and politicians. I think you’ll see some meaningful retro brands come back, fun licensing deals with collector-focused content from streaming providers, such as The Witcher, You, and The Boys. How important is sustainability for toy products and packaging? It’s the most important and the biggest and most important trend of the year. The consumer finally cares and is truly trying to live more sustainably. Whether it’s the Impossible Burger, the backto-nature trend, or LEGO and Hasbro committing to ... sustainable materials and packaging — there is validation everywhere. Consumerism is being questioned.
What business strategies are working now that wouldn’t have worked in the past? The toy business and kids are both changing all the time — faster than ever before. Just 10 years ago, kids were watching Nickelodeon, and toy companies had to advertise there to drive consumer demand. Today, they don’t: MGAE has eight to nine of the top 10 toys and hasn’t advertised on Nickelodeon for six years now. The 15% tariff on toys has been called off. How does this affect any strategies you had in place to mitigate its effect? I never thought Trump would tax toys and hurt his base. I was right. We never took tariffs into account. What is the biggest challenge facing the toy industry right now? The lack of Toys “R” Us and lack of new, original toy innovations. Everyone copies. Nobody wants to take a risk. How does MGAE fight against counterfeit toys in the marketplace? We vigorously sue them — all over the world. How important is sustainability for your products and packaging? It’s extremely important, and I’m happy that MGAE is leading the industry in this regard. It costs more, but the health of this beautiful planet and our kids’ future is worth the extra cost.
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TEAM-UPS + TAKEOVERS
Mergers and acquisitions are reshaping toys and kids’ entertainment.
by JAMES ZAHN, senior editor ON THE SHOW FLOOR OF TOY FAIR New York (TFNY) last year, rumblings of toy industry consolidation continued to grow for a second year as the industry prepared to face its first full year without a true national toy chain. Following the show, mergers and acquisitions continued as those rumblings became reality with new announcements made every month. Now, as the industry comes together for another session at the Jacob K. Javits Convention Center, the talks are swirling again, and it’s entirely possible that more mergers, acquisitions, and strategic alliances will have been announced by the time this magazine is in your hands. Over the past year, at least two dozen notable company consolidations have taken place, and that’s not including the other companies on the fringes of the toy industry. If all of the game makers, tech outfits, and others tethered to the play space were factored in, the list would be far greater. FORCED CONSOLIDATION While the reasons vary, the force driving consolidation in the toy industry is largely still tied to the 7-foot giraffe in the room. “The loss of Toys ‘R’ Us forced many smaller companies to merge in order to survive,” says Isaac Larian, founder and CEO of MGA Entertainment (MGAE). Larian, who acquired Little Tikes in 2006, might be on the hunt for another acquisition after his public offer to merge with Mattel was shot down last year. While Toys “R” Us is back in a new form, smaller stores cannot make up for
the amount of shelf space that the former “big box” model afforded the industry. ROLL ‘EM UP Even before the Toys “R” Us collapse, Basic Fun! CEO Jay Foreman was looking at mergers and acquisitions as a way to create a powerful player in the toy space. After years of attempting to acquire Jakks Pacific, Foreman developed what he calls a “roll-up” strategy.
“The businesses are highly complimentary, with substantial synergies and a great cultural fit.”
Just Play reportedly made last year. GROWING FASTER TOGETHER When Jakks didn’t bite, Alleghany turned its sights to another toymaker and acquired Wicked Cool Toys (WCT) instead. The move followed a steady string of Jazwares acquisitions, including First Act, Zag Toys, Russ Berrie, and Applause Brands, all of which extended the company’s cross-category reach. WCT co-presidents Jeremy Padawer and Michael Rinzler praised the combination of Jazwares and WCT, noting that it would “accelerate combined growth potential” and allow the companies “to break new ground together in the toy industry and beyond.” Wisconsin-based PlayMonster is also growing rapidly by rolling smaller companies and products into its stable. The company — which itself was acquired by Audax Partners in 2018 — most recently acquired Michigan-based Kahootz Toys, the company behind popular, revamped retro toys, such as Spirograph, Color-
“I looked at Jakks and decided that if you can’t buy them, build them,” Foreman says. “If I couldn’t buy Jakks Pacific, I decided I could build what would hopefully be a better version of it.” Foreman rolled The Bridge Direct into Basic Fun!/Good Stuff, acquired Uncle Milton, merged with Tech4Kids, and adopted Basic Fun! as the company name. Over the past two years, the company acquired K’NEX, Geoworld, and Playhut, substantially growing the business with each move. Meanwhile, Jakks Pacific continues to be a popular takeover target, with offers from Jazwares’ owner Alleghany CapKahootz Toys’ Toy of the Year (TOTY)-nominated Y’Art ital Corp. and fellow toymaker
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THE MERGERS AND ACQUISITIONS 2019-2020 SCORECARD (SO FAR) Think you know all of the mergers and acquisitions that have rippled through the industry in the past year? Here are some notable toy industry combos, along with a few connected players in the agency and entertainment space. • Hasbro x eOne • Cartamundi x United States Playing Card Co. • Make it Real x Three Cheers forms, and its own acclaimed Y’Art brand. Its biggest acquisition yet is what Chief PlayMonster Bob Wann says is part of the company’s “multicategory growth strategy” to expand the PlayMonster footprint at retail. The company previously acquired Automoblox, My Fairy Garden, Set Enterprises, and others. GOING BIG TO BECOME AN ENTERTAINMENT POWERHOUSE The biggest acquisition of last year closed on Dec. 30 when Hasbro officially finalized its deal to purchase Entertainment One (eOne) in an all-cash transaction valued at $3.8 billion. The combined company rolls into its first TFNY under the “We Are One” mantra as valuable preschool properties, such as Peppa Pig, PJ Masks, and Ricky Zoom, join an intellectual property (IP) lineup that includes G.I. Joe, My Little Pony, Transformers, Monopoly, and the Power Rangers — the latter of which made its formal debut as an entirely Hasbro-owned property early last year. “The businesses are highly complementary, with substantial synergies and a great cultural fit,” says Hasbro Chairman and CEO Brian Goldner. “The addition of eOne accelerates our blueprint strategy by expanding our brand portfolio with eOne’s beloved global preschool brands, adding proven TV and film expertise, and creating additional opportunities for long-term profitable growth.” The entertainment capabilities of
eOne provide Hasbro with the ability to develop its IP across TV, film, and overthe-top platforms, in addition to expansion into music, augmented and virtual reality, and location-based entertainment. Hasbro’s pairing with eOne may have been a surprise to some, but it’s merely the next evolution for a company that has grown through mergers and acquisitions for decades, notably absorbing Kenner, Tonka, Milton Bradley, Coleco, Wizards of the Coast, and others. LOOKING FOR INNOVATION Aside from the financial benefits of combining forces, the overwhelming sentiment is that combined talent has a better chance of creating new toys that kids will love. At every toy fair, there is a lot of talk about innovation, but too often there is stagnation and similarity. The right alliances could change that. According to MGAE’s Larian, “All new innovations have come from small and mid-size toy companies who are willing to take a risk and innovate.”» James Zahn, best-known as The Rock Father, is a senior editor of the Toy Book, the Pop Insider, and the Toy Insider. Frequently called upon for expert commentary on the toy industry, he has been featured in Forbes, MarketWatch, and USA Today, and has appeared on NBC, ABC, FOX, CNN, GCTN, WGN, and more. He can also be heard voicing “the Toy Report” podcast. Follow him @therockfather on social networks.
for Girls • PlayMonster x Kahootz Toys and Set Enterprises • Jazwares x Wicked Cool Toys • Sphero x littleBits • Zing x Marshmallow Fun • Moose Toys x Worlds Apart • Carson Dellosa x Kids Station • Diamond Select Toys x Gentle Giant • Asmodee Canada x Lion Rampant Imports • Salus Brands x Kangaroo Manufacturing • Funko x Forrest-Pruzan Creative • Bandai Namco x Bluefin Distribution • Simba Dickie x Jada Toys • LEGO x Bricklink • Ja-Ru x Imperial Toy (assets only) • Digital Dream Labs x Anki Robotics (assets only) • ChizComm Ltd. x Beacon Media Group • The Walt Disney Co. x 21st Century Fox • CBS x Viacom = ViacomCBS
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TALKIN’ SOCIAL MEDIA
IMPLEMENTING YOUTUBE’S FTC-REQUIRED CHANGES What Toy Brands and Influencers Need to Know by MELISSA HUNTER, founder, Family Video Network ON JAN. 1, YOUTUBE BECAME A very different platform than the one that helped launch dozens of toy lines over the past decade. Due to the settlement with the Federal Trade Commission (FTC), changes had to be made to ensure that kids’ data is safe. Essentially, there are now only two types of content on YouTube: “made for kids” and “not made for kids.” YouTube creators have to declare whether their content is “made for kids” or not “made for kids,” either by individual videos or for their entire channel, but all content has to be classified. In the new world of YouTube, once a viewer starts watching a video marked as “made for kids,” they will only be recommended other content marked as “made for kids.” No content that is designated as “not made for kids” will be suggested to them. This, in addition to a loss of many engagement metrics, is expected to result in a loss of views. Much has been made about the loss of personalized ads on videos marked “made for kids” because it could mean a loss of 60%-90% of a creator’s income. As a result, some creators are “aging up” their content, or only marking some of their videos as “made for kids.” It is unclear how YouTube’s artificial intelligence (AI) is going to interpret channels with
mixed content. One thing we do know is that the videos marked “not made for kids” will see a huge drop in views if a channel’s audience is mostly children. On the other hand, channels that mark all of their content as “made for kids” will see a dip in views as the algorithm learns the new patterns. Channels will then see their content recommended to kids and promoted on other content marked “made for kids.” This clearly ensures that brands will be reaching their target audience, but it also means less visibility into metrics used to measure campaigns. We currently expect that views will begin to rebound by spring, but whether or not they will ever soar to prior levels is unknown. YouTube will be doing its own designating and, whenever it suspects abuse of the tool, it may take action against a video or channel. The FTC will also be monitoring YouTube and looking for content trying to sneak under the “made for kids” radar. What should toy brands do to survive and thrive in this brave new world of YouTube influencers? 1. Reach out to all of your current YouTube influencer partners and ask how they are designating their channel and/ or videos. Remember, videos not marked “made for kids” will not be suggested against content “made for kids,” and the algorithm might not suggest content from a channel with mixed designations to viewers it believes to be kids. 2. Update all of your influencer agreements to require that videos,
either sponsored or earned, be designated as “made for kids.” 3. Pivot your marketing spend to a more-integrated, traditional approach. Think of influencers as endorsement partners who not only create content on your behalf, but also act as your brand ambassadors. This includes having your influencer partners create content for your YouTube and other social media channels grant you the rights to their name and likeness and participating more fully in your marketing efforts. 4. Carefully vet all current and potential influencer partners to ensure that they have been following all FTC disclosure requirements. The FTC has made it very clear that it is concerned about the impact of influencer advertising on kids. And if creators want to do a more clear disclosure, let them. They know their audience best. 5. Keep your campaign plans for this year flexible. The desire to lock things in far in advance is strong, but with so much uncertainty, it may be best to work with much shorter fuses this year. Influencer teams need to stay nimble and be prepared this year to pivot at a moment’s notice. YouTube marketing in the toy world was a gamble, and it paid off beyond anyone’s wildest dreams. While the rules of the game are changing, with some due diligence and creative thinking, it will still be a safe bet in the year ahead. “ Melissa Hunter is better known in the YouTube world as Mommy, the co-host of Mommy’s World, a toy and doll unboxing channel. In 2014, she launched Family Video Network, an influencer network and consulting company that works with the top toy brands and social media personalities in the kids and family space.
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S L I C ENS I NG THE TOY AISLES Have we entered the age of oversharing licenses? by JAMES ZAHN, senior editor YEARS AGO, IF A COMPANY HAD A hot license, they’d make a few solid deals in all of the major categories and call it a day. A master toy licensee might take on a full property, or the big sub-categories, such as dolls, action figures, and die-cast, would be assigned to a major player in each space. At some point, however, the pieces of the pie started getting smaller as licensors started slicing and dicing to cut as many players in on the action as they could. Walk around the show floor at Toy Fair New York, and you’ll see it: the same brands in every aisle — some innovative, many not. Is it good for the licensors and agents? Sure. But in recent years, “slicensing” has veered more toward being the norm than being the exception, and the results can be a mixed bag as intellectual property owners gamble with the potential for brand dilution and a loss of perceived value if overkill equals one of the most dreaded words: “clearance.”
In some cases, the slicensing has become so specific that multiple licensees are producing toys that are in competition with one another. And in other cases, some licensees might not even be 100% sure what they’re allowed to make. When Epic Games’ Fortnite Battle Royale hit the scene in 2017, no one expected the online multiplayer game to grow as quickly as it did. In less than a year, the free-to-play Fortnite became a household name, with more than 125 million players worldwide and an income stream generating hundreds of millions in revenue each month thanks to ingame purchases. Ripe for licensing, Epic Games inked a deal with IMG to act as its agent for Fortnite. Within weeks, the licensing deals were being announced, and Jazwares took the lead as the master licensee with “true-to-game action figures” touted as one of many lines set to debut by the end of 2018. Within a month, additional Fortnite action figure lines were announced from Moose Toys
and McFarlane Toys. In just one sub-category, the license was sliced to give Moose Toys figures smaller than 3 inches, Jazwares figures at 4 inches and 12 inches, and McFarlane premium figures at 7 inches and 11 inches. From a collector standpoint, it can come down to different strokes for different folks, but for some kids, parents, and other toy buyers, the choice can be confusing and overwhelming. Perhaps no other company out there deals with as many licenses as Funko, and Dolly Ahluwalia, vice president of licensing and business development for the company, believes that there is a place for nearly everyone. “For the most part, most of our licensors try to make sure that everybody has their own lane,” she says. “And when you do see slicensing in the industry, there is usually a pretty good reason for it. In order to meet the needs of a consumer, you need multiple players. From a retail perspective, buyers need to be more pre-
Left: Mattel’s 1:64-scale Hot Wheels Premium Entertainment Ecto-1 Right: Jada Toys’ 1:24-scale Ecto-1
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Funko is one of at least four companies producing collectible figures based on Epic Games' Fortnite.
scriptive of what their customers’ needs are and work to make sure they have checked all the boxes.” Funko is also in on the Fortnite action with a frequently expanding collection of 3.75-inch Pop! Vinyl figures, as well as Pocket Pop! Keychains and 1.5-inch Pint Size Heroes figures. Over in the retro gaming space — which is exploding with activity — licensors, such as Atari, are becoming oddly specific — right down to the physical size of the cabinets on which its games are being played. Tastemakers’ Arcade1Up, for example, holds the exclusive license for Atari titles in the mid-size arcade cabinet category for machines in the 18-inch to 59-inch range. Meanwhile, AtGames features Atari titles on its 66-inch Legends Ultimate cabinet, while other manufac-
turers, such as Super Impulse, have titles licensed for micro-sized play. “I think the biggest issue is that slicensing is clogging the market with a lot of ‘sameness,’” says Daniel Pickett, editor-in-chief of Action Figure Insider and former marketing manager at Gentle Giant. “I’m sure the intent is to foster some real innovation within the industry, but with the current climate in the collectible world, it is just generating a lot of too-similar product with just slightly different materials in slightly different scales,” he says. You don’t need to look any further than the die-cast aisle to see just how many companies can be involved, sometimes even within the same scale. Aside from the multitude of automakers who license their vehicles for toys and
collectibles, entertainment licenses are booming, leading to in-aisle competition. With just the Ghostbusters license alone, consumers can find versions of the Ecto-1 being produced by Mattel, Jada Toys, Round 2, and Playmobil. As the toy and game industry continues to evolve in an age of changing retail channels and consumer tastes, perhaps it’s time to pull back and borrow from the wisdom of Dr. Ian Malcom (Jeff Goldblum) from the oft-slicensed Jurassic Park when it comes to how certain licenses are applied: Don’t be so preoccupied with if you could that you forget to stop and consider whether or not you should. »
Right: Jada Toys’ 4x4 Elite RC Ecto-1 Below: Playmobil Ghostbusters II Ecto-1A
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TOY FAIR NEW YORK 2020
WHAT’S NEW BLIP TOYS
SCHLEICH Schleich’s Playtime for Cute Cats is a cat-themed set, featuring cat figures, a scratching post, a ball of wool, a transport box, and a sleeping place. The Horse Club Hannah’s Western Riding Set features a girl figure with a movable arm, a horse with a removable saddle, and adjustable obstacles, such as barrels and hurdles. These sets are designed for kids ages 5 and up.
Playtime for Cute Cats
TOMY
Blip Toys launches a Ninja Kidz TV line of action figures and roleplay accessories. Ninja Kidz TV is a YouTube channel featuring a family of four kids who are martial artists, American Ninja Warriors, and gymnasts. The toys are designed for kids ages 3 and up and will be available this fall. Funatic Foam is a colorful, scented spray foam made from real soap that is safe for kids’ eyes. Kids ages 3 and up can spray it up to 8 feet away or spray it into their hands during bath time. Funatic Foam will launch this spring.
TOMY enters a new category with Dancy Beatz, a line of programmable, interactive dance bots. Dancy Beatz feature four play modes: solo, companion, choreography, and speaker. Using the Bluetooth-compatible app, kids ages 7 and up can discover more than 900 dance moves to master and can pose their dance bot to create original dances up to one minute long. Dancy Beatz reacts to its surroundings, will dance to most music, and will be available this summer.
LITTLE KIDS Little Kids introduces Jelly Belly Mystery Scented Bubble Wands and Peeps Bubble Wands. The Jelly Belly bubble wands come in three-packs, with different Jelly Belly scented bubble tubes available: very cherry, green apple, berry blue, and two mystery scents. The Peeps wand tubes feature iconic Peeps graphics and colors. Nickelodeon Slime Bubbles are touchable green and gooey bubbles. Kids can blow, stack, and catch them on their fingers. Each bottle of Slime Bubbles includes a wand and 4 ounces of touchable bubbles. The Nickelodeon Slime Sprayer blasts green slime up to 20 feet. Kids can pour one packet of slime powder into the reservoir, add water, shake gently, and blast the bubbles. The reservoir holds up to 32 ounces of slime and the Sprayer comes with five packets of slime powder for plenty of repeat play. Little Kids also introduces the Fubbles Bubbles collection. Fubbles Bubbles On-the-Go are sized for kids to take anywhere with them and are available in single-, six-, and 12-packs. Each individual pouch includes 3 ounces of bubbles and a wand. The Fubbles Bubble Animal Assortment each light up, play music, and blow bubbles. The bubble blower assortment features four styles – unicorn, shark, flamingo and dinosaur. Super Grow Skwisheez are Easter characters that kids can place in water and watch as their chick, bunny, or lamb grows three times their size. Fuzzy Friends are bouncy plush animals that are 6 inches in diameter and are available as a chick, a bunny, and a llama. All of the above products are suitable for kids ages 3 and up and will be available this spring.
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TOY FAIR NEW YORK 2020
WHAT’S NEW
HASBRO The Beyblade Burst Rise Hypersphere Vortex Climb Battle Set, from Hasbro, has four sections designed for customizable Beyblade Burst battles. Kids ages 8 and up can make their Beyblades climb up the ramp to reach the Battle Axis and speed up their attack. Kids can then drop them in from the Brink Plane for head-to-head collisions in the Battle Ring. The Battle Axis level is removable for two ways to play. The set includes the customizable Beystadium with a removable Battle Axis, two right/left-spin Beyblade Burst launchers, and two Hypersphere battling tops with GT Chips. Kids ages 3 and up can get creative with the Play-Doh Scents 3-Pack of Snack Scented Modeling Compound. The Play-Doh smells like kids’ favorite snacks and features two colors in each can in the classic, soft Play-Doh texture. Cookie, cupcake, and popcorn scents come in one three-pack, while raspberry, peach, and green apple come in another. All of the above products will be available this spring.
INSIGHT EDITIONS PlayPop, a new book series from Insight Editions, combines learning and pop culture for kids. Ghostbusters: 1 to 10 Slimer’s Loose Again and E.T. the Extra-Terrestrial: E.T.’s First Words will launch in the spring. In Ghostbusters: 1 to 10 Slimer’s Loose Again, preschoolers will follow the ghost Slimer, from the classic Ghostbusters movies, as he explores the city and takes little Ghostbusters on an adventure from one to 10 in this interactive board book. E.T. the Extra-Terrestrial: E.T.’s First Words is a book for kids ages 3 and up. Kids will read about E.T. as he learns his first words on Earth. The book features an interactive wheel that beginner readers turn to find the right word to complete the sentence describing all of E.T.’s fun-filled adventures. Kids can follow along as E.T. plays dress up, phones home, and recreates other key moments from the beloved film.
CUDDLE BARN Cool Comfies, from Cuddle Barn, are plush toys made with a smooth, breathable fabric that traps in cool air. Available as Luna the Starry Whale or Harper the Gray Seal, Cool Comfies are designed to keep kids ages 3 and up cool. Sleep Heads are fluffy pillows with sound effects on each side. Kids ages 3 and up can listen to one side play a fun giggle, while the sleepy side plays a snoring sound. The Sleep Heads collection includes Dreamy Kitty, Dozy Monkey, Slumber Sloth, and Snoozy Llama. Designed for kids ages 2 and up who love pets, the Holiday Whirlers Mittens Cool Comfies & Chestnut are Christmas-themed plush characters that are dressed up in their warm winter wear. Mittens the Kitten twirls around to a meowing version of “Jingle Bells,” while Chestnut the Pup twirls around to a barking version of “Deck the Halls.”
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PLAYMOBIL Playmobil’s Grand Castle of Novelmore playset features functioning catapults and a ballista, a trap door that sends intruders to a prison below, and more. Kids ages 8 and up can defend the castle against enemies who are after powerful armor called the Invincibus. The set will be available this spring and includes four figures, animals, furniture, and accessories. The Mermaid Cove with Illuminated Dome, which is part of Playmobil’s Magical Mermaids theme, features a light-up coral dome, five figures, collectible pearls, sea creatures, and accessories. This playset is designed for kids ages 4 and up and will be available this spring. Playmobil expands its licensed offerings with the Scooby-Doo! Mystery Machine set, which is available now. The vehicle comes with Fred, Daphne, and Velma figures, plus accessories. Kids ages 5 and up can insert ghost cards into an illuminated monitor inside the van to learn more about the mystery that the team needs to solve. Kids ages 6 and up can go on adventures with Mary McFly and Dr. Emmet Brown this spring with the Back to the Future DeLorean. Based on the film Back to the Future, this vehicle set includes McFly and Brown figures in their 1985 outfits, Einstein the dog, and more accessories.
HORNBY HOBBIES Hornby Hobbies expands its Scalextric line of 1:32-scale slot-car racing sets with the Spark Plug Batman vs Joker Race Set. Kids can control the exclusive new Batmobile and a Joker-inspired Hypercar using the Spark Plug dongle and a companion app for iOS and Android. Created under license from Warner Bros., the set includes more than 17 feet of track and numerous play features, including a jump ramp and a high-speed crash zone. The Steampunk World of Bassett-Lowke is Hornby Hobbies’ new original collection of OO scale trains sets and accessories inspired by the Victorian science fiction trend. The range includes military locomotives, wagons, and buildings; scenery and accessories; and two lines of collectible figures wearing Victorian-inspired outfits. The OO scale trains work with Hornby’s HO-scale tracks.
Scooby-Doo! Mystery Machine set
BONKERS TOYS Bonkers Toys will expand its Ryan’s World collection in May with Ryan’s World Road Trip, which features collectible micro-figures themed after U.S. states. Kids can also try to find the rare Washington, D.C., and ultra-rare American Titan figures. Each figure comes with stickers that include fun facts about the state. The new toy line also features micro-figure blind bags, multipacks, an exclusive suitcase, and mystery eggs. Bonkers also expands its FGTeeV toy collection with the new FGTeeV Raptain Hook’s Sea Wagon, which brings the iconic Sea Wagon off the screen and into real life. The playset features exclusive mystery figures and plays the “Raptain Hook” theme song from FGTeeV’s YouTube video. Kids ages 3 and up will uncover surprises hidden in compartments on the wagon, including noise putty. The Sea Wagon will hit stores this fall.
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SMALL WORLD TOYS Small World Toys is becoming the exclusive U.S. distributor for Offbits, a construction toy system that incorporates everyday objects into building. Kids can combine the sets to create new designs and join the Offbits online community to share their creations. The company will also launch more than 100 new items at Toy Fair New York across its core brands. Highlights include a new category of kitchen appliances in its Living brand. Designed for kids ages 3 and up, these role-play toys features realistic lights, sounds, and motion. The line will also get several new play food sets. The Small World Bath toy line will expand to include new characters and products, such as Danny the Dolphin, Crusty the Crab Water Wonder, Wacky Duck Playset, Robbie the Robot Water Tumbler, and Sunflower Shower. All of these products are designed for babies ages 18 months and up. The Ryan’s Room brand will include educational games and activities for kids ages 3 and up. These include a 3D MagPad design board, a Drill and Design Kit, a Magnetic Art Board, and letter and number magnetic tracing boards. The company will also add new products to its IQ Baby and Neurosmith lines, and toys in its creative and fashion categories.
Offbits
ADK EMOTIONS NY ADK Emotions NY introduces new games, action figures, playsets, and more for its Beyblade license. Grund introduces new Beyblade Burst Turbo novels in France based on the series animation. Each novel follows the arcs of three or four episodes, and pages are printed in full color with character and episodic imagery. Books will be available this winter. New from Intimo, the Beyblade Burst Lunch Box is made for kids ages 4 and up and features two compartments. It will be available in the summer. This spring, McDonald’s and Quick will release a line of Beyblade-inspired launchers and spinning tops designed for kids ages 4 and up. The toys feature show characters from Beyblade Burst Evolution and Beyblade Burst Turbo. Goliath Games introduces the Bey Master board game, designed for kids ages 6 and up. In the interactive board game, players create an obstacle course with score towers and magnetic bumpers, and launch their spinning tops onto the board to guide it toward the score towers. With Pop ‘n Race, kids ages 4 and up must move their game pieces around the board and be the first back to their home base to win. In order to move pieces, kids will push down the popper to flip the die and find out how far to move. With the Beyblade Burst Hypersphere Vertical Drop Battleset, from Hasbro, kids can have a Beyblade battle. This Beystatdium playset includes two spin launchers and battling tops Ace Dragon D5 and bushin ashindra A5. The spinning tops are designed to climb the vertical wall of the drop stadium and battle on the brink. With Hasbro’s Beyblade Burst Hypersphere Starter Pack, kids use the competitive battling tops to spin their way to glory with hypersphere technology. This set include a right-spin Beyblade Burst top, valtryek V5 D69 Th05, and a hypersphere right-spin launcher.
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HORIZON GROUP USA New this spring, Horizon Group USA’s Story Magic Mermaid Treasure Adventure playset features a wooden treasure chest that kids unbox to reveal different activities. The set includes a treasure map, story dice, and rainbow-colored sand that kids can dig through for gemstones. Each Story Magic set also includes a mini storybook maker. The playset is made for kids ages 4 and up.
PLAYMONSTER PlayMonster expands its My Fairy Garden line with two new sets that incorporate lights. Like previous sets in the line, they function as both playsets and real gardens where kids ages 4 and up can plant and grow flowers. The Fairy Light Garden set features a fairy house that lights up when kids blow on it, a pond, a working water wheel, and two swans. The Light Treehouse resembles a lighthouse, standing tall with a rotating beacon light on top. The base acts as a fairy home where kids can grow their garden. The company also expands its Face Paintoos line to include licensed packs for kids ages 4 and up. The Face Paintoos provide the look of face paint without the mess. An adult can apply the designs using just a wet sponge, like a temporary tattoo. The new licensed packs include Nickelodeon’s JoJo Siwa and PAW Patrol.
NKOK NKOK introduces the 11-piece Realtree Hunting Playset, including an archer, a fishing boat, a truck, a dog, two ducks, a scaled compound, a crossbow, and more. The 2020 Ford F250 and the bass boat are wrapped in the Realtree Edge camo pattern. The Wow World line expands with two new Dino Dino Safari Playset Safari Playsets. Kids can assemble the tracks of the 160-piece playset and the 310-piece deluxe playset, which both feature an off-road vehicle. NKOK is also adding four battery-operated dinosaurs to the Wow World line: a T. rex, a Velociraptor, a Carnotaurus, and a Dilophosaurus. The figures feature lights and roaring sounds.
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LEARNING RESOURCES Learning Resources introduces the next generation of Botley the Coding Robot with the Botley 2.0 Full Set, featuring new functions and coding challenges. Kids ages 5 and up can build sequences of up to 150 steps, explore Botley’s expanded personality traits, and use the built-in sensor to light up Botley in the dark. Botley 2.0 will launch this spring.
ENTERTAINMENT ONE Entertainment One (eOne) introduces the VTech PJ Masks Super Learning Flashlight, which will be available this spring. Kids ages 3-6 can hear real character sounds and voices from PJ Masks as they play games across the Super Learning, Discover, and Time to Rhyme modes. Kids can practice the alphabet, numbers, colors, and rhyme skills as they light up the night. Kids can learn time concepts with the Peppa Pig Learning Watch, from VTech. Designed for kids ages 2-6, the watch includes eight different Peppa Pig clock faces. Kids can build early habits with a cuckoo clock alarm, a timer, and a stopwatch. The watches will be available in blue and pink this spring. The VTech Peppa Pig Learn & Go Alphabet Car includes 26 letter buttons that kids can use to explore the alphabet, phonics, music, and the names of objects associated with each letter. Available this fall, the car features four interactive play modes and real character voices from Peppa Pig. eOne also introduces the PJ Masks Nighttime Micros Trap & Escape Playset assortment, from Just Play. Each tabletop playset includes two miniature figures — a hero and a villain — that kids ages 3 and up can capture using the rooftop trap door. The scenery spins to change the action from day into night. The playset will be available this spring. This fall, the action expands with the PJ Masks 2-in-1 Mobile HQ Playset. In Headquarters mode, the playset stands 3 feet tall and features five levels of play with lights, sounds, and action features throughout. Kids can transform the HQ into the Seeker by folding the ramps and placing the playset on its wheels. The playset includes a Catboy figure, a Cat-Car, and can fit up to three PJ Masks vehicles while in Seeker form. eOne also expands its line of Peppa Pig figures and playsets, from Jazwares. Kids ages 2 and up can collect exclusive Peppa figures with Peppa’s Surprise Balloons, each packed with three peel-and-reveal balloons. Each balloon contains a surprise figure or accessory. The series includes four themes and will be available in the spring. Peppa and her friends can spend a day out shopping with Peppa’s Shopping Mall. The three-level playset includes a working elevator, a photo booth, a changing room, and more. The mall comes with Peppa Pig Learning Watch two figures and four accessories. Additionally, Peppa’s Pop ‘n Play House features two levels and comes with two figures and accessories. Kids can store all of the pieces in the house, available this fall.
MOOSE TOYS
Really RAD Robots FartBro
Moose Toys launches Really RAD Robots FartBro, robots that play classic fart pranks, this summer. Kids ages 5 and up can use the remote control to make the robots execute functions, such as a Whoopee cushion, a ticking fart bomb, and more. OMG Got Talent are squishy puppies that sing, perform, and respond to touch. They feature 15 sounds and reactions, as well as two modes of play. Each OMG Got Talent puppy includes an accessory and a birth certificate. There are six OMG Got Talent puppies for kids ages 4 and up to collect this summer.
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WHAT’S NEW EKIDS HIGHLIGHTS Highlights is launching two new books: ABCs of Kindness and Kindness Counts 1, 2, 3, for kids ages 5 and up. Both books encourage kids to be kind to themselves and others and teaches about empathy, compassion, and gratitude.
Trolls World Tour Walkie Talkies
eKids’ new Bluetooth Headphones for kids ages 3 and up are available in Trolls World Tour and Frozen 2 styles. The adjustable youth headphones include a built-in rechargeable battery, padded ear cushions, and a volume limiter. The batteries last for up to 28 hours of music. The Trolls World Tour Glow in the Dark Headphones feature kid-friendly sound levels and pivoting ear cushions. The adjustable headphones glow in the dark and have a Trolls-style tuft of hair at the top. New for kids ages 3 and up, the Trolls World Tour Walkie Talkies feature an easyto-use, push-to-talk button for kids to communicate in an extended range. The Sing-Along Boomboxes come in designs inspired by Trolls World Tour and Frozen 2. Each boombox includes built-in music from the film and a microphone for kids ages 3 and up to sing along. The boombox displays a flashing light show with character speech and sound effects when kids play songs.
JAKKS PACIFIC This fall, Jakks Pacific will bring back Eyeclops with updated technology for kids ages 6 and up. This microscope/camera combination is portable, magnifies up to 800 times, features a 2.4-inch color screen, and can function as a regular camera. The company is also launching a toy range inspired by the book series and Netflix show Last Kids on Earth (LKOE). Kids can collect four LKOE characters as Hero Pack 2.5-Inch Figures Wave 1. Each pack contains a figure, accessories, and two zombies. The Monster Figure Assortment Wave 1 includes 6-inch-scale Smashin’ Dozer Monster and Bitin’ Wretch Monster figures for the heroes to fight, while the 9-inch-scale Chompin’ Blarg features multiple button-activated motions and comes with an exclusive Jack figure. These figures are compatible with the 10-inch Tree Fortress of Awesomeness Playset, which includes exclusive figures and accessories. The 9-inch Zombie Plush come in two styles, and their brains pop out of their left eyeballs when kids squeeze them. Kids can recreate some of their favorite LKOE scenes with the Battling Monster Slicer, which features 50 unique phrases and five monsters to battle in a game, and the Zombie Ball, which features a passing game and zombie sounds. All LKOE products are designed for kids ages 6 and up. Kids ages 3 and up can explore with their favorite characters in new Jakks Pacific play tents. The Minions Character Tent will be available this spring, with the Mickey Mouse Character Tent and the PAW Patrol Feature Tent joining the line this fall. All three tents feature easy, twist-and-pop assembly, and the character graphics are visible from both outside and inside the tent.
Tree Fortress of Awesomeness Playset
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WHAT’S NEW THE NOBLE COLLECTION The Noble Collection presents the Rubeus Hagrid Umbrella Wand, a fully functional replica of Hagrid’s umbrella that will be available this spring. Kids ages 14 and up can use the 31.5-inchlong replica as a standard umbrella. This fall, kids can bend and pose detailed Lord of the Rings Bendy Figs. Each 7-inch-tall figure comes with an accessory. There are three figures kids ages 7 and up can collect: Frodo, Gollum, and Gandalf. The Harry Potter Large Squishies are soft and squishy versions of Dobby and Hedwig that are suitable for kids ages 3 and up. Kids can squeeze each 7-inch-tall plush and watch it return to its original shape. They will be available this fall.
SCENTCO Water Magic sets, from Scentco, feature themed activity books and scented brushes. Kids ages 3 and up can fill the brush with water, paint the illustrations, and watch the colors disappear when the paint dries. The new sets launching this spring include Water Magic: Pet Paradise and Unicorn & Castle; Water Magic: Creature Cuties and Cosmic Adventure; and Water Magic: Grape Kingdom and Construction. Air Dough is a non-toxic, light modeling dough. Kids ages 3 and up can follow the guides to create shapes, animals, and more, which will air dry. New themes include: Dragon, Sweet Treats, Unicorn World, and Air Dough Foil Bags. Plush Crush is a ball that kids ages 3 and up can throw against any surface to make it burst, revealing a surprise plush character. The ball itself is a six-piece puzzle that kids can put back together to retain its original ball shape. Kids can attach the plush characters to their backpacks. Plush Crush launches this spring.
PLAYMATES TOYS Playmates Toys introduces a Power Players toy line, based on the Cartoon Network series. The Power Players Axel’s Power Sword includes a roleplay sword, a team badge, and a power band. It is designed for kids ages 4 and up and will launch this spring.
E-BLOX Characters from Story Blox come off the page with E-Blox’s new Lumen Powerfigures. Part of the new Lumen line, each of these figures can be charged and light up for hours. The figures are designed for kids ages 6 and up and come in a variety of styles.
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Adventure Tree House Gift Set
EPOCH EVERLASTING PLAY Epoch Everlasting Play will extend its line of Calico Critters collectibles for kids ages 3 and up. The Baby Collectibles — Baby Camping Series will be available this spring exclusively at Walmart. The critter inside the bag remains a mystery until kids open it, and the collectible sets come with an essential camping item, such as a campfire or guitar. Both items in the Family Trip Series will be out this fall. The Adventure Tree House Gift Set includes four rooms, a swing, a slide, and tunnels for the critters to have fun exploring. It comes with an Adelaide Outback Koala baby. The Lakeside Lodge Gift Set is a two-level home furnished with rustic accessories, including a brick oven and a swinging hammock. It comes with a Poppy Yellow Labrador baby critter collectible.
JAZWARES This year, Jazwares will launch a new line of playsets, collectible figures, and R/C vehicles inspired by Epic Games’ Fortnite. Jazwares is partnering with Roblox to unveil new collectible figures and playsets. Using the Roblox game platform, kids imagine, create, and explore millions of interactive 3D experiences produced by independent creators. Hasbro appointed Jazwares as toy licensee for Micro Machines, a popular toy from the 1980s and 1990s that will be available this fall. The collectibles feature more than 20 locations, interactive areas, and the ability to connect to other playsets. As the global toy master licensee for the brand, Jazwares is Peppa’s Magical Parade celebrating the new generation of Pokémon with a product line that includes figures, role-play, plush, electronics, and more. The My Partner Eevee figure features a built-in microphone and touch sensor technology that kids ages 4 and up can use to interact with Eevee. The Pokémon includes 50 different programmed reactions, a moving head, and a functionable tail. My Partner Eevee also includes 20 sound effects and expressions. Jazwares also teamed up with Hasbro to release new NERF gear, accessories, storage solutions, sports equipment, and innovative digital targets. This summer, Jazwares was named toy licensee for Blippi, a well-known YouTube preschool educator. Blippi has emerged as one of the leading preschool brands on streaming platforms. This spring, Jazwares will launch Blippi toys, including a variety of collectibles. In collaboration with Entertainment One, Jazwares introduces its line of Peppa Pig toys that reinforces the core values of family, friendship, trust, humor, and life experiences. Just in time for CKN’s Nickelodeon TV broadcast launch this year, CKN Toys will launch this fall. The toys are inspired by the Australian-based duo Calvin and Kaison’s YouTube content. Kids can play with CKN collectible figures, playsets, a recognizable smasher from the show, and more. Jazwares will debut a collection inspired by the popular K-Pop group Blackpink. Blackpink rose to fame last year and recently became the first K-Pop group to hit 1 billion views on YouTube. Jazwares embraces the world of UFC and mixed martial arts with a line of action figures, plush, and role-play products based on the UFC’s most popular fighters. All Elite Wrestling is partnering with Jazwares to premiere its first line of toys and figures inspired by its biggest names. Jazwares/Wicked Cool Toys will unveil a new beauty line based on Blinger, a glam styling tool. Kids can use Blinger products to add bling to their clothing or accessories. First Act, from Jazwares, is a collection of affordable and durable instruments that kids can use to create music. The collection is inspired by the upcoming DreamWorks film Trolls World Tour.
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NSI INTERNATIONAL Kids can turn any room into a gaming arcade with the ProjeX Projecting Game Arcade, from NSI International. ProjeX projects graphic images onto any blank wall — no TV needed. Kids ages 6 and up can blast ducks, targets, or UFOs and hear distinctive sound effects during the gaming experience. Players can engage in solo, head-to-head, or co-op battles, in which gamers team up and combine scores. ProjeX, which is available now, includes five built-in games and three skill levels to keep players engaged.
THAMES & KOSMOS This spring, Thames & Kosmos will launch I Dig It! Aliens — Meteorite Excavations, a dig-out kit suitable for kids ages 5 and up. Kids can use the included plastic chisel tool to dig out a rocket ship capsule, with one of 12 alien figures inside, and uncover a meteorite model filled with slime. After excavating, kids can discover each alien’s different characteristics and fling the alien at a window to watch it crawl down. Kids ages 6 and up can make their own Oozebleck with the Ooze Labs: Quicksand Oozebleck, a chemistry kit that explores the properties of quicksand. The kit, which will be available this summer, includes a high-quality, durable, reusable, and resealable test tube. It’s compatible with the full-size chemistry stations in Thames & Kosmos’ Ooze Labs line. The Ooze Labs: Colorful Crystal Lab, available this spring, is a crystalgrowing kit. Kids ages 6 and up can grow crystals in different shapes and colors using three different chemicals. The kit features a variety of crystal colors and information on how crystals form in nature. The kit includes beakers, test tubes, petri dishes, tweezers, centrifuges, a display dome, and more. Kids can learn more than 10 experiments that use safe, non-toxic crystal salts. This spring, kids can practice and perform 10 different magic tricks with the Rabbit’s Hat Ten-Trick Magic Wands. Kids ages 6 and up can make the wand appear to levitate, jump, disappear, flip, and float to impress their audiences. Kids can build eight solar-powered robots that drive, walk, roll, drum, jump, and more with the Solar Bots: 8-in-1 Solar Robot Kit. The kit includes a solar cell and a 32-page manual with assembly instructions and experiments. This summer, kids ages 8 and up can discover how much energy the sun has, read about real applications of solar technology, and start imagining their own solar-powered inventions.
THIN AIR BRANDS The Anywhere Ball, from Thin Air Brands, is a training aid for baseball and softball hitters. Its soft material can be used both inside and outside. If kids hit it correctly, the practice ball will fly straight and round, but if they hit it incorrectly, the Anywhere Ball will pop up or down in an egg shape. The Anywhere Ball is designed for kids ages 6 and up. With the environmentally friendly Bug Vacuum, kids can find, catch, inspect, and release bugs. It features a built-in LED light, a magnifier, and a belt clip to encourage kids to explore outside. Designed for kids ages 5 and up, the Bug Vacuum has patented catch-and-release technology that keeps kids and bugs safe. Designed for kids ages 5 and up, the Talking ATM Bank is an electronic savings bank that works with real bills and coins, talks, and totals the account balance. Kids can insert the special bank card and make a deposit or a withdrawal, and the ATM will ask them to enter the numbers and report the account balance. With this bank, which is part of the original and official Ben Franklin Toys brand, kids learn the value of saving money. The Mini RC Trucks Assortment features off-road suspension and a highspeed desert design. Kids ages 6 and up will be ready to race with these new mini R/C trucks. 112 THE TOY BOOK | FEBRUARY 2020 | toybook.com
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SUPER IMPULSE This spring, Super Impulse introduces Tetris Tilt, a new handheld electronic video game controlled by motion. This fast-paced puzzle game is designed for kids ages 8 and up. Kids control the falling tetriminos by moving to the left and right, and tilt forward and backward to increase the drop speed. When the stack reaches the top of the Matrix, it’s game over. Furpinator, the game of memory, speed, and digestive distress, will be available in the spring. Kids ages 5 and up hear the sounds of “Buurps” and “Faarts,” then replicate the sounds to score. This new game will keep kids laughing and features three play modes: memory, rapid repeat, and free-for-all. Super Impulse will reintroduce Rubik’s Revolution, which previously won a 2008 Toy of the Year Award, this spring. Rubik’s Revolution is both a one-player and multiplayer game, and kids ages 5 and up can play six fast-paced, electronic games in one device. Boardwalk Arcade Pop-A-Shot will join Super Impulse’s line of fully functional, miniature-version classic arcade games. Kids ages 8 and up can play the basketball arcade game electronically and enjoy authentic Pop-A-Shot video play. It includes six original Pop-A-Shot shooting games and one bonus game with two baskets. Kids control ball speed and direction. Measuring only 3.25 inches by 2 inches by .375 inches, MicroArcade is a travel arcade game that fits in any pocket. Galaga; Dig Dug; and Atari Combo Series 3 featuring Millipede, Combat, and one surprise bonus game, will join the MicroArcade collection this spring. Each game is designed for kids ages 6 and up and has a full-color screen, sound effects, directional control buttons, and a micro USB charger.
KORBER ENTERPRISES Korber Enterprises introduces Grace+Friends – Burn Prevention and Fire Safety Activity Book, a storybook designed to educate kids about home fire safety and burn prevention. The spin-off book is based on the programs created at the 2019 American Burn Association and the Phoenix World Burn Congress continuing education events. Grace’s Rockin’ Roll Adventure is a storybook designed to teach emerging readers about the rock ‘n roll musical genre. The book, created in partnership with the Rock & Roll Forever Foundation, serves as a teaching resource in elementary school classrooms.
DISCOVERY Discovery partnered with McDonald’s for Discovery #Mindblown, a global brand expanding the minds of kids around the world. #Mindblown is a combination of digital games and consumer products that kids can use to explore topics within STEM, including space, humans, technology, animals, and dinosaurs. Kids can use #Mindblown toys, games, publishing apps, apparel, and live events to learn more about STEM. This spring, Discovery #Mindblown introduces the Happy Meal program, a marketing partnership with McDonald’s. Kids can collect Happy Meal robot toys that integrate with the McDonald’s McPlay and Happy Studio apps. Discovery #Mindblown Happy Meals will be available in 25,000 restaurants worldwide with 25 multimillion-dollar toy premiums. Animal Planet presents the new YouTube series Brave The Wild, hosted by Coyote Peterson, who is an adventurer and animal expert with a mission to excite, encourage, and educate kids who love animals. Kids ages 4 and up can watch the series online to learn more about nature and wildlife. Animal Planet also relaunched the toy line, which will be available exclusively at Target.
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KIDZ TOYZ Kidz Toyz will launch the Peppa Pig Beat Box Drum this fall. Kids ages 3 and up can fold the box together to create a beat box snare drum, featuring metal snare parts. The Billboard 37 Notes Roll-Up Piano is a lightweight, electric keyboard featuring 37 keys, eight different tones, and six demo songs. It includes a carry bag for storage. The keyboard is designed for kids ages 5 and up and will launch this fall. The Billboard Roll-Up Drum features nine drum pads, including seven different drum styles, such as bass drum, tom-tom, snare, and hihat. Recommended for kids ages 5 and up, the roll-up drum will launch this fall.
DR. SEUSS ENTERPRISES Dr. Seuss Enterprises is expanding its range of plush characters, based on the works of Theodor Seuss Geisel, with new designs available this fall. The new range includes 7-inch versions of Thing 1 and Thing 2; an 8-inch Cat in the Hat; a 16inch Horse Museum; and a 13-inch, election-themed Cat in the Hat for President. An 11-inch Lorax Planet Earth will be released in time for Earth Day. The world of Dr. Seuss also expands with new games and puzzles, from Spin Master, this fall. Kids ages 3 and up can help Sally and Conrad clean up the house and get the Cat out the door before mom gets home in the Cat in the Hat Signature Game. Kids try to catch as many fish as they can with the 1 Fish 2 Fish Fishing Game. The rotating board houses fish from the classic story. The Green Eggs and Ham Matching Game includes a spinner and spatula for kids to scramble and flip their green egg cards. With the Cat in the Hat Signature Blind Puzzle assortment, kids will discover one of four surprise puzzles that come packed in a plastic container shaped like the Cat’s Hat.
PAI TECHNOLOGY Pai Technology introduces Botzees Junior for kids ages 3 and up. Using a free mobile app, kids will construct different models using large, rounded, and colorful silicone-based blocks. The Build & Learn Construction Set comes in dinosaur and jungle animal themes with more than 100 pieces. Additional tutorials and fun facts are available through scannable QR codes to help teach kids how to build and construction different structures. With Botzees Packs, kids will deepen their knowledge of foundational robotics and artificial intelligence concepts as they program and play with new builds and puzzles. Available in two new sets, there are four Botzees for kids to build and program with this expansion pack. Each pack comes with 15 new puzzles and two builds for kids to create. Designed for kids ages 4 and up, the expansion packs will be available this summer.
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HAPPY PRODUCTS Happy Products introduces a new keepsake boxed gift set, Happy the Birthday Bird, this spring. The gift set includes includes a 14-inch plush animal called Happy the Birthday Bird, Happy’s 4-inch plush balloon friend named Pop, and a 36-page storybook with six interactive memory pages. Happy the Birthday Bird also features multimedia extensions, such as a birthday song and dance, animations, digital versions of the memory pages for social media, and online downloads of coloring pages.
LE TOY VAN Le Toy Van introduces new additions to its Honeybake role-play collection for kids ages 3 and up. The Oxford Kitchen includes everything that kids need to play chef, including a working oven door with chunky knobs, a set of wooden kitchen utensils, and more. The kitchen features a farmhouse sink, a microwave, a curtained window, and an adjustable pretend clock. Kids can put on a show with the Honeybake Showtime Puppet Theatre. The wooden stage features theater curtains with red stage drapes, a black backdrop, and a winding act curtain. Role-play features include a performance window, a snack window, and a ticket window, alongside a reversible theatre sign. Le Toy Van also expands its collection of heirloom quality wooden role-play items with a variety of new toys. The new range includes the Honeybake Hollywood Film Camera, Apples and Pears Market Crate, Star Beauty Bag, and more. Honeybake Showtime Puppet Theatre
WATCHITUDE Watchitude Move 2 introduces the Kids Waterproof Activity Watch, designed for kids ages 7 and up. Available this winter, the watch comes in a sleek, comfortable design with interchangeable bands. With the waterproof watch, kids can use the full-color touch screen to activate different features, including step and distance tracking, sleep monitoring, a remote shutter, an alarm clock, and incoming text messages and call notifications. The rechargeable watch comes in more than 26 different designs, including aqua scales and pink giraffe.
MUKIKIM MukikiM makes music on the go possible with the Rock and Roll It! Micro — Finger Piano and Drum, launching this spring. The Finger Piano is a full octave in two models: Rainbow and Classic Black and White keys. The Finger Drum includes six percussion pads from bass to hi-hat. The tiny music maker for kids ages 6 and up includes an integral speaker, a button cell battery, and a keychain attachment.
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SOURCEBOOKS KIDS Sourcebooks Kids introduces the LEGO High-Speed Chase: Cop vs. Robber set and the LEGO Ninja Mission: Garmadon vs. Lloyd set. Each set includes two books, two LEGO mini-figures, and a pop-up play scene. The sets are recommended for kids ages 6 and up and will launch this spring. I Heart Pluto is a board book written by Chris Ferrie, designed for kids ages 0-3. Launching this spring, the book is about Pluto, the planet character who no longer fits in. The My First STEAM Words series includes five books written by Chris Ferrie, designed to introduce kids ages 0-4 to STEAM topics. The books will launch this spring. Baby Medical School: My Doctor’s Visit is a book written by medical experts, designed for kids ages 0-3. Available this fall, the book is meant to take the fear out of a doctor visit by breaking down what doctors do and why they do it. The Welcome Little One — Cloth Book is written by Sandra Magsamen, designed to welcome babies ages 0-2 into the world. The squishable, huggable cloth book will launch this fall.
KESS Kess introduces the Ice Ball, a toy ball filled with liquid glitter that kids ages 6 and up can bounce and roll. As the ball bounces, the liquid filling flows in various patterns. This spring, the Ice Ball will be available in six colors: green, teal, pink, gold, blue, and purple.
FAT BRAIN TOY CO. This spring, Fat Brain Toy Co. will launch the Jixelz Creator, a pixel art tool. Kids ages 6 and up can put 3,000 micro jigsaw pieces in 15 different colors together to create various pixel designs. Jixelz Creator includes a book with 40 design templates featuring different characters, creatures, and more. Kids can draw their own designs with the included blank graph paper or build freely.
DIGGIN Diggin brings the fun of mini golf indoors with the Pit Pat Mini Golf game, a tabletop game that has more than 100 course options. Kids ages 5 and up compete to overcome 10 obstacles with the included two balls and two cues. Rainbow Slimeballs are designed for kids ages 6 and up and make throwing a colorful blast. The set comes with five balls. With Whippet, kids ages 6 and up can snap it to catch and whip it to throw in one continuous motion. Kids can catch the foam ball at any angle and sling it back when the ball falls into the track. The set includes two Whippet mitts and one foam ball.
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AUTRUCHE Autruche introduces new styles to its Creagami kits. Each kit includes everything kids need to create modular origami, including colorful sheets of paper and 24 precut cards with folding guides.
GRIDDLY GAMES Griddly Games expands its “Just Add” STEAM line. With Just Add Fruits and Veggies, kids can produce a crop of crafts as they use the instructions to discover new experiments. With Just Add Baking Soda, kids can conduct fun experiments that burst into crafts. Both kits are designed for kids ages 8 and up.
THINKFUN ThinkFun extends its Rush Hour logic game with My First Rush Hour, a single-player game for kids ages 3 and up. Kids can experience the problem-solving gameplay of Rush Hour this spring.
CREATEON This spring, CreateOn launches new additions to its Magna Tiles Structures. Kids can use the Eric Carle — Very Hungry Caterpillar set to create a 3D Very Hungry Caterpillar with tiles, which feature pictures on them that kids can use to retell the story. The set also includes tiles with the numbers one to five for kids to practice counting. The Eric Carle — Brown Bear, Brown Bear What Do You See? set features tiles that help kids learn the names of animals and colors. Kids can arrange the animals in the same order that they are introduced in the story. The set also includes a special mirrored tile. The Galaxy Rocketship features double-sided tiles that kids can use to build a spaceship and learn about the solar system. Kids can learn letters, sounds, words, and more with the ABC Schoolhouse set, then flip the tiles to build a 3D schoolhouse. The 123 School Bus is a double-sided set with bus pieces on one side and numbers and symbols on the other with which kids can practice basic math with. These products are suitable for kids ages 3 and up.
Eric Carle — Brown Bear, Brown Bear What Do You See?
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KIDS2
MEMENTO Memento introduces Blazelets, a kit that kids ages 6 and up can use to create colored, rubber jewelry, such as bracelets, necklaces, and rings. Kids can customize the rubber jewelry with glow-in-the-dark elements, different shapes, glitter, charms, and more. There are nine different kits available.
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Kids2 will add the Neptune Under the Sea Lights & Sounds Activity Gym to its Baby Einstein brand. Babies can experience more than 20 minutes of gentle lights and melodies to keep them engaged and curious while they explore the ocean floor. The company will also expand its Ingenuity plush line. The Loni Plush Toy is a soft plush sloth, named after the giant sloth Megalonyx. The Farrow Squeak Toy is a stuffed animal that squeaks when babies hug it. The Sheppy Ring Rattle features soft fabrics that kids can grasp. These toys will all launch this spring. Neptune Under the Sea Lights & Sounds Activity Gym
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WHAT’S NEW SMARTZONE QUERCETTI Quercetti expands its Peg Brite line with Peg Brite Coding, featuring two game modes on double-sided cards that kids ages 4 and up can use to make mosaics while learning about coding. The illustrated side of the cards features diagrams and the coding side features algorithms.
SmartZone expands its Mighty Wheels line with Mighty Wheels Junior. The 7-inch vehicles feature moving parts and easy-grip handles so that kids ages 2 and up can push them forward or backward to produce different sound effects. The line includes three trucks: a dump truck, a cement mixer, and a bulldozer. The Hong Kong-based company also entered a licensing agreement with Rainbow for the 44 Cats property. Starting this year, SmartZone will produce Funzie-Onesie Dolls, tabletop games, and flashlights inspired by the preschool show, with the potential to expand into other categories.
Mighty Wheels Junior
SMART TOYS AND GAMES Smart Toys and Games expands its My First line from SmartMax Magnetic Discovery with SmartMax My First Sounds and Senses, a STEM-focused construction experience for babies ages 1 and up. Available this spring, the set includes building pieces, featuring different materials and sounds.
PHOENIX INTERNATIONAL PUBLICATIONS Phoenix International Publications presents the DreamWorks Trolls World Tour: Heart & Troll Sound Book. The book features five voice effects and five music rifts so that kids can read and sing along. Kids can read and sing “Into the Unknown” from Frozen 2 with the illustrated Little Music Note Frozen 2: Into the Unknown songbook. The book features different buttons that plays the song when kids press them. The Read and Play Cash Register Minnie Mouse: Let’s Go Shopping book features six sound buttons, 14 cash register buttons, punch-out play money, a functional cash drawer, and a removable play credit card with a chip insert and a swipe strip. Kids can use the book to go on a shopping spree with Minnie and Daisy, learn math concepts, and play “store.” The Glow Little Flashlight Adventure Book Peanuts NASA book and flashlight set features Charles Schulz’s space-themed Peanuts art and STEM facts. Kids can shine the included flashlight on the pages to make the art shimmer and glow. Kids can also press five sound buttons to hear mission-oriented sound effects. The Me Reader Peppa Pig electronic reader features Peppa Pig and friends, narrated stories, and character voices. The Me Reader reads aloud eight books based on Peppa Pig episodes. These books will be available in the spring.
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COMPANY NAME Cra-Z-Art is set to expand its line of craft and activity products with new paint-by-numbers kits, activity fun packs, velvet posters, make-your-own and color-your-own activity sets, a coloring and activity backpack, a transfer tattoo maker, stickers, and more. The company will also bring Peppa Pig into the activity category with the Peppa Pig Mold n’ Play 3D Figure Maker. Designed for kids ages 3 and up, the creativity set includes Softee Dough modeling compound in seven colors; four 3-D figure molds of Peppa, George, Mummy Pig, and Daddy Pig; and accessories. Designed for kids ages 3 and up, the creativity set includes Softee Dough modeling compound in seven colors; four 3-D figure molds of Peppa, George, Mummy Pig, and Daddy Pig; and accessories.
RAVENSBURGER Ravensburger expands its GraviTrax range with a trio of expansion sets for kids ages 8 and up. The GraviTrax Jumper lifts the marbles to a higher level while creating a transit tunnel at the same time. The GraviTrax Tunnels feature 18 new elements. Kids can combine them with the GraviTrax Starter Set to experiment with the new Bernoulli and O-tracks. Kids can add the GraviTrax Zipline to the Starter Set to connect track sections and overcome long distances and varying elevations.
VIKING TOYS Viking Toys introduces Ecoline Chubbies, sustainable vehicles made from sugar cane. Babies ages 1 and up can hold the colorful, 10-centimeter-long cars, which are dishwasher safe. With the non-toxic Jumbo Shape Truck, babies ages 1 and up can recognize and place shapes and colors into a sorting box while strengthening their hand-eye coordination.
Avenir Light, 7pt, 9pt
Ecoline Chubbies
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TALKIN’ TOYS
VTECH LAUNCHES GO! GO! SERIES ON NETFLIX
The Toy Book catches up with Jennifer Eiselein, vice president of marketing and product development for VTech Electronics North America, about the company’s new animated series. Toy Book: What is the Go! Go! Cory Carson series about? Jennifer Eiselein: Go! Go! Cory Carson is an animated preschool series based on our hit toy line Go! Go! Smart Wheels. The show stars kid car Cory Carson, his family, and his friends as they go on epic adventures through the town of Bumperton Hills. Go! Go! Cory Carson is part of Netflix’s original animated programming [slate] and follows Cory as he goes to school, makes new friends, explores with his family, and navigates the winding roads of childhood. TB: What was the process of turning the popular Go! Go! Smart Wheels product line into an animated preschool series? JE: We launched Go! Go! Smart Wheels in 2012, and it quickly developed a large and loyal following. Building on the early electronic learning VTech is known for, the Go! Go! Smart Wheels line has content that crosses a number of early learning principles: colors, numbers, letters, first words, and more. Cory Carson carries these themes forward in a fun, heartwarming, and — more importantly — relatable way for little ones and their parents. As we watched Go! Go! Smart Wheels grow, we could see the brand affinity with fans on social channels and the imagination it engendered, encouraging kids to build and customize their own Go! Go! worlds. This is what ultimately inspired us to take that idea and expand on it, engaging
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Kuku Studios to explore what could materialize if we channeled that imaginative element to bring the Go! Go! Smart Wheels world to life through storytelling. TB: What sets the show apart from other preschool series? JE: In the show, Cory Carson experiences many of the same life events that are familiar to his young audience. It’s the rollercoaster of emotions preschoolers feel on the first day of school, going to the doctor, or even living with a tagalong younger sibling. Go! Go! Cory Carson conveys these scenarios in a fun, lighthearted way to entertain kids and to show them that these things, and the feelings that come with them, are all part of growing up. For parents, it’s a good way to talk about these life experiences and how [they relate] to their child’s life. TB: What are the benefits of launching the Go! Go! Cory Carson series on a streaming platform? JE: People’s viewing habits are changing and evolving, and streaming services are a cornerstone of that, with Netflix being the preferred streaming platform for kids. Access to streaming services like Netflix is also becoming more accessible ... to a wider audience, with many TVs
Go! Go! Cory Carson Freddie’s Firehouse
now featuring built-in streaming apps. For us, we felt Netflix was the most appropriate platform for VTech to launch its first-ever TV series. TB: How did VTech incorporate elements from the show into the new product line? When will the toys be available? JE: We are really excited to launch the toys in March! The line will feature elements from the show to bring Go! Go! Cory Carson to life. The playsets are all based on popular locations in the show, and kids will be able to create their own adventures with Cory and his friends in these locations. And because the playsets are electronic, kids can hear the character’s voices and unlock content as they invite more Go! Go! Cory Carson characters to play. There will be different vehicle formats featuring Cory and his friends, with some vehicles featuring the character’s voice saying phrases from the show, singing songs, and saying original lines unique to the toys. »
Go! Go! Cory Carson SmartPoint Characters
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A Classic
60 Years in the Making
1955 A Lightbulb Moment — Literally French electrician André Cassangnes came up with the idea to create a drawing toy when he made pencil marks on a decal and noticed that the image transferred to the opposite face.
1959 Introducing the Telecran Paul Chaze, owner of a smaller plastic injection molding company, agreed to invest in the product and produce the official tooling. The product was originally called Telecran, based on the recent availability of TV sets in France.
1998 Toy History Etch A Sketch was added to The Strong’s National Toy Hall of Fame.
2016 A World Record Holder Spin Master acquired the Etch A Sketch brand from the Ohio Art Co. That same year, Spin Master achieved a Guinness World Record title for the most amount of people drawing on an Etch A Sketch globally at the same time.
For six decades, kids and adults alike have been discovering the magical world of creativity and pencil-free drawing with Etch A Sketch. Now a worldwide icon, this classic toy came from humble beginnings. Learn all about Etch A Sketch’s creative journey below!
1957 Gaining Motivation Cassangnes entered his concept in the Paris Concurs International D’Inventions, won a prize, and applied for a patent application.
1960 Welcome to Ohio! Cassangnes collaborated with Jerry Burger of the Ohio Art Co. to perfect the system that is still incorporated into the Etch A Sketch. They shipped more than 600,000 units in the spring, and it was the No. 1 Christmas toy for the year.
2011 Top 100 Most-Influential Toy Time Magazine named the Etch A Sketch to its “All-Time 100 Greatest Toys” list.
2017 Etch Goes Digital Spin Master launched Etch A Sketch IT!, an app in which users can upload a photo from their library and see it transformed into an Etch A Sketch drawing, or draw using Etch A Sketch’s classic white knobs.
2020
Did
YOU
Know?
The Diamond Anniversary Sixty years later, 175 million Etch A Sketches have been sold, including multiple variations, styles, colors, and more.
• Etch A Sketch has made significant appearances in movies throughout the years, including the Toy Story movie franchise and Elf, helping to increase its popularity with new generations. • Etch loves New York! The iconic magic screen has appeared on billboards in Times Square and has made appearances on The Today Show. • The Ohio Art Co. promoted the Etch A Sketch drawing toy on TV in 1960 using a commercial that featured a young female character named Pernella. This was one of the first-ever toy products promoted on TV that year and the first Ohio Art Co. product to utilize this medium to advertise to kids and their parents.
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Q&A
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years
with Arlene Biran, Vice President of Marketing for Activities and Building Sets How is Spin Master celebrating Etch A Sketch’s 60th anniversary this year? As we celebrate 60 years of the original magic screen, we’ll invite the world to take a break from devices and reconnect with creativity by unplugging with the classics. Etch A Sketch has teamed up with iconic brands to unveil a series of limited-edition launches that will be available throughout the year. Etch A Sketch is joining forces with the classic board game Monopoly, space exploration leader NASA, heritage toy Rubik’s, and comic book marvel Stan Lee. Each will have its own limited-edition Etch A Sketch, merging two iconic worlds into one magical, shake-to-erase collector’s item. In addition to the collaboration with iconic classics, Spin Master will first unveil a limited Diamond Edition Etch A Sketch, featuring a sleek black frame and custom crystal knobs at Toy Fair New York in February. The item will be available on etchasketch.com and more widely on Etch A Sketch Day (July 12), marking the official day the first-ever Etch A Sketch was sold. We will also release new innovation with Etch A Sketch Revolution in August, the first Etch A Sketch with a magical, spinning screen that allows users to make circles. On the official anniversary of Etch A Sketch (July 12), the classic version will also be 60% off in honor of the 60year milestone.
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How has Etch A Sketch continued to stay relevant through the years? Etch A Sketch is one of only a handful of breakthrough toys that’s popularity spans generations and keeps on growing. It is a timeless toy that encourages creativity. Its nostalgic nature and iconic status has permeated pop culture, helping the brand maintain relevancy and securing its place in the National Toy Hall of Fame and the Smithsonian. Since acquiring the brand in 2016, Spin Master has set a Guinness Book of World Records title for “Most People Drawing on an Etch A Sketch Globally at the Same Time” while also infusing unique innovation into the toy with new launches. Our 2020 lineup of strategic brand collaborations with other timeless and iconic brands merges retro nostalgia with pop culture. With “no batteries, Wi-Fi, or charging needed,” (which will be showcased on new, retro-inspired packaging) the original magic screen is a muchcraved detox, which is incredibly relevant in this digital age.
How has Etch A Sketch influenced pop culture over the years? Etch A Sketch has reached an evergreen brand status, maintaining a strong brand awareness higher than 90% in the U.S. The classic, red-framed screen has been spotted in film and TV shows, [such as] Toy Story, Elf, Pretty Little Liars, and Stranger Things to name a few. The toy is also one of our most-requested items for material releases in TV commercials and set dressings. I think the metaphor
of doing over with the “shake-to-erase” concept has played a role in its influence in pop culture. Everyone from politicians to late-night talk show hosts has used Etch A Sketch as a metaphor in their speeches and monologues.
How has the Etch A Sketch brand evolved over the past six decades? The core brand hasn’t evolved much over the past 60 years because it is so iconic and multigenerational. The classic red frame screen resonates with everyone, and it’s that strong brand identity that maintains its lasting power. In true Spin Master fashion, we have, of course, infused our own innovation while still maintaining the nostalgia.
What is the most interesting or intricate Etch A Sketch art you’ve ever seen? Etch A Sketch has a strong, dedicated community of incredibly talented artists. These individuals create intricate and detailed masterpieces using nothing but an Etch A Sketch, whipping up a portrait in as [few] as 5 minutes or spending up to 100 hours meticulously creating a piece. From famous landmarks to celebrity portraits, I have seen too many amazing creations — made from one single continuous line — to choose just one. »
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Inspiring Creators to
Push
Boundaries for 60 Years
Kyle Fleming Instagram: @etchasketchgenius I first laid hands on an Etch A Sketch at the age of 4 when my mother passed down her childhood Etch A Sketch to me. I was instantly hooked. I love the way it combines creativity and focus to produce an amazing sense of accomplishment.
Jane Labowitch Instagram: @princessetch Some of my earliest childhood memories involved me tinkering around with an Etch A Sketch at my grandma’s house. I would spend hours turning the two knobs, using my imagination to create (and destroy) entire worlds. As a child, I treated Etch A Sketch like an infinite stack of paper. With no worry of running out, I would etch whatever I wanted — sometimes with reckless abandon, other times with supreme concentration. Etch A Sketch taught me how to let go. It taught me that it’s OK to make mistakes, and it taught me how to be a better artist. I’ve grown to love the limitations that make this toy a unique canvas for creating art. After [more than] 20 years of etching, no other artistic medium has captured my excitement in the same way!
Leah Hofmann Instagram: @etchysketchyart During a family trip to Colorado when I was a child, I recall stepping into a unique souvenir shop where Etch A Sketch Art covered the walls. I vividly remember an impressive sketch of “Mona Lisa,” and I thought, “I wonder if I could ever create a piece like that on the Etch A Sketch.” Cut to years later in 2013 when I picked up a travel Etch A Sketch at a coffee shop and thought I would try my hand at it again. I immediately enjoyed the nature of its fleeting art and the fact that I am forced to make mistakes in order to discover new sketching techniques. And, of course, the Etch A Sketch offers a continuous life lesson: You can always start over again.
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years
Samantha G Watt Instagram: @Samantha_Sketch The Etch A Sketch allows for on-the-go, hassle-free creativity! I received one in a stocking for Christmas and took it on a family road trip during my sophomore year of high school. On the trip, I drew on the Etch A Sketch for the first time, and my family was blown away with how naturally it came to me. I’ve been drawing on the toy ever since, wowing people at parties, drawing for my professors to get out of public speaking in college, and connecting with other artists. It is truly the original tablet, and I keep a small one in my purse at all times for boredom emergencies! Being a professional Etch A Sketch artist has opened up so many doors for me and introduced me to some amazing friends I will have for life. I can’t say enough about how this small toy has made an introvert into an extrovert!
Christoph Brown Instagram: @amazingetchman Early in the new century, I was a budding young artist who had just arrived in Hollywood. Randomly, I picked up a pocket Etch A Sketch in a local coffee shop and quickly realized that, to my surprise, I could draw anything on it at incredible speed. That little linograph changed my life. Living the entrepreneurial “American Dream,” I created a business called Etch U Productions, sketching live celebrity portraits on pocket-sized Etch A Sketches at private events and public productions. This niche allowed me to become the first full-time professional Etch A Sketch artist and entertainer known as The Amazing Etch Man. Now, more than fifteen years and thousands of Etch A Sketch drawings later, the company employs some of the greatest Etch A Sketch professionals, bringing new firsts, fun, and excitement to the world’s most iconic magic screen at events around the globe. It’s an honor to support and be a part of this talented Etch A Sketch community.
George Vlosich III Instagram: @gvetchedintime I’ve been drawing since I was 2 [years old]. Art is my God-given talent, and I first picked up an Etch A Sketch when I was 10 years old in the back seat of the car on vacation. It was my mom’s 1960s original Etch A Sketch from when she was a little girl. I created the U.S. Capitol building and showed my parents, and they were so amazed that they pulled over to a gas station to take a picture of it. It became another canvas for me to work on, and I wanted to see how good I could get. I love the Etch A Sketch because it still remains a challenge to me, and I love pushing the limits of what can be done on a small 5- by 7-inch screen and creating something that no one else in the world can do.
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Shaking Things Up!
Etch A Sketch Rubik’s Edition Etch out some playtime with Etch A Sketch and Rubik’s Cube. How can two simple toys contain so much mystery? We’ll never know, and that’s why they’re so much fun. This new toy honors Rubik’s Cube’s 40th and Etch A Sketch’s 60th anniversaries.
To celebrate 60 years of unplugged creativity, Etch A Sketch has teamed up with top icons to bring a new generation of classic toys to retailers this year.
Etch A Sketch Monopoly Edition For generations, friends and families have gathered together to enjoy hours of fun with Etch A Sketch and Monopoly. These two classic toys never go out of style. Why? Because they ignite the imagination and challenge the mind. This modern classic celebrates Etch A Sketch’s 60th and Monopoly’s 85th anniversaries.
Etch A Sketch Stan Lee Edition It all started with a sketch. Stan Lee was a true artist and the mind behind many of our favorite superheroes. He brought exciting worlds full of magic and intrigue to life — no special effects necessary. Stan Lee is proof that anything is possible with a blank canvas and the desire to create.
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Etch A Sketch NASA Inspired Edition Sketch to infinity and beyond! The magic behind Etch A Sketch is that it pushes its creators to expand the boundaries of what’s possible. This NASA-themed Etch A Sketch encourages a new generation of creative explorers — even the biggest space shuttles started with a simple sketch.
years
Etch A Sketch 60th Anniversary Diamond Edition Much like a diamond, creating an Etch A Sketch masterpiece requires time, pressure, and a little bit of magic. To celebrate Etch A Sketch’s monumental diamond anniversary, the Etch A Sketch Diamond Edition is a sparkling twist on a classic favorite.
Classic 60th Anniversary Etch A Sketch Celebrate thinking “inside the box.” When Etch A Sketch was released in 1960, the magic screen amazed kids and adults alike. Today, technology has changed the world, but the unchanged Etch A Sketch continues to spark wonder and break creative boundaries.
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ACTIVITIES & CONSTRUCTION
ZURU ZURU introduces the Smashers Dino Ice Age Surprise Egg this fall as part of series four of the Smashers line. Kids ages 4 and up can smash open the egg to find more than 25 arctic-themed surprises and five compounds. Each egg also comes with one of three exclusive ice age collectibles.
3DOODLER THE LEARNING JOURNEY The Learning Journey’s Techno Gears Monster Truck set includes more than 60 colorful construction pieces and a power motor for kids ages 6 and up to build a monster truck using gears. Launching this fall, the set introduces kids to mechanics and the science of gear ratio.
Build & Play, the newest 3D printing pen from 3Doodler, promotes hand-eye coordination as kids ages 4 and up create their own 3D-printed creations. Kids place the non-toxic, biodegradable plastic filament in the back of the pen, crank the handle, fill the molds, and then pop out their finished creations. Build & Play will be available this summer.
MOOSE TOYS Moose Toys is launching a line of toys based on the YouTuber Collins Key this fall. These activity kits will include fake food challenges, mystery boxes, collectibles, and unboxings. The kits are recommended for kids ages 8 and up. Jelli Rez is a type of DIY jewelry made from a resin-inspired compound with a jelly-like texture. Kids ages 7 and up can make Jelli Rez jewelry by mixing the compound and the hardener. Kids can customize the Jelli Rez jewelry by layering charms, pigments, or glitter before the resin sets. The Jelli Rez line will launch this fall. Treasure X Sunken Gold features new reveals, such as a treasure chest that kids ages 5 and up can release in water to watch it sink to the bottom. It will then open, and the treasure will float to the top. There Treasure X Aliens are three different ways for kids to search for real gold treasure, including Ultimate Dissection smashing a bottle (Treasure X Bottle Smash), dissecting a shark (Treasure X Shark’s Treasure), or saving a pirate ship (Treasure X Treasure Ship). Treasure X Sunken Gold will launch this summer. The Treasure X Aliens Ultimate Dissection features alien bodies that kids ages 5 and up can cut and dig through to search for hidden treasures and figures. There are three different alien bodies to dissect. The full line launches this fall.
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PLAY VISIONS Play Visions adds to its compound offerings with Slime by Design. Slime by Design Desserts mimic real treats that kids can mix together, available in ice cream cone, cupcake, and doughnut versions. Slime by Design also comes in Cloud and Clear variations, with three different designs available for each. Slime Alive Slime Fizzies Sealife feature Slime Fizzies, a new compound that kids can drop into warm water and stir to convert into slime. In this set, the Slime Fizzies start off in sea creature-themed shapes. With Slime Alive Cup O’Slime “Noodles,” kids can create their own stretchy, slimy compound by adding water to the powder provided, stirring it up in the cup, and adding the noodles. Kids can mold slime into 3D objects with Slime Alive — Moldable Slime Cuties by mixing the cream and powder provided. In minutes, it will transform into a solid form that feels slimy. The set includes everything kids need to make 12 slimy creations in assorted colors and styles. Foam Alive Slime is a stretchy, oozing compound that kids can make by mixing clear slime with Foam Alive. Kids can bounce it, mold it, or form shapes with it. These products are designed for kids ages 5 and up.
EDUCATIONAL INSIGHTS Through the GeoSafari Jr. Talking Wildlife Camera with Robert Irwin, from Educational Insights, Irwin guides kids ages 4 and up through the wildlife of six different regions. More than 100 wildlife facts and quizzes are included. Design & Drill: Bolt Buddies Pick-It-Up Truck includes kid-friendly tools that kids ages 3 and up can use to build a Bolt Buddy in the front seat of an action truck. The reusable box transforms into a playset to create a sustainable playtime experience. S.P.A.C.E. (Science, Play, Adventure, Circuits, Engineering) meets STEM with the Circuit Explorer. Kids Design & Drill: ages 5 and up Bolt Buddies Pick-It-Up Truck can explore the use of circuits with this toy designed to encourage imaginative play. With the Color by Playfoam Squishy Art Sets, kids ages 5 and up can use Playfoam colors and a squisher tool to create mythical works of art.
ANN WILLIAMS GROUP Ann Williams Group is expanding its line of DIY crafts with Craft-tastic Surprise Balls. Kids ages 6 and up can use the included stickers and fun faces to decorate five wrapped surprises, which are filled with bracelets, backpack charms, and other accessories. Craft-tastic My Very Own Wall Collage also joins the Craft-tastic line. The customizable and paint-safe wall art kit includes 96 prints that kids ages 10 and up can arrange in any shape or design. Kids can even personalize some prints with stickers and fill up to 12 square feet of wall space with their collage. Kids ages 8 and up can answer questions to create a distinctive piece of art all about themselves with the Craft-tastic Quiz Art Kit. How kids answer the quiz book questions determines how they select the colors of thread and wrapping patterns to create art that reflects their personality. With Craft-tastic Make A Bunny Friend, kids ages 5 and up can stitch and stuff their own bunny, then play with garments and easy-to-make accessories. All of these new Craft-tastic sets are coming this spring.
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ACTIVITIES & CONSTRUCTION ALEX BRANDS
WECOOL TOYS WeCool Toys adds it to its Compound Kings range of slime. 3D Goosh is a 3-pound bucket of slime that comes with pompom mixins. Kids can wear the 3D glasses, mix in the pompoms, and squish the slime to watch it pop and burst before their eyes. It is available in red and blue or green and magenta. The Banana Butter Bucket is a jumbo-sized bucket of premade, smooth, silky butter slime that smells like bananas. The Glitzy Dotz Bucket is a jumbo-sized bucket of pink, sparkly Glitzy slime. The readymade compound smells like taffy. Each slime bucket is made for kids ages 4 and up.
Alex Brands will expand its Scientific Explorer collection this spring with the Dino Science Paleontology Kit. Kids ages 8 and up can learn about dinosaurs through five activities included in the kit, such as digging up and building a dinosaur skeleton, making a prehistoric insect fossil, growing and hatching a baby dinosaur, and more. Alex Spa DIY Sweet Scrub is new to the Alex Spa collection. Kids ages 6 and up can mix ingredients to make an exfoliating body scrub that smells good and will leave them feeling clean, then store it in the ice cream cone storage container. This set has a spring release. The Knot-A Sequin Plush kit combines the trends of sequin reveal and DIY into an activity kit. Kids ages 6 and up can sew on the sequin fabric and other details, knot the edges, and stuff it to create their own Knot-A Sequin Plush. Kids can make Pineapple, Fox, or Cupcake versions. Knot-A Sequin Plush
KAHOOTZ TOYS Kahootz Toys, now part of the PlayMonster family, adds to its Spirograph line with the Spirograph Scratch & Shimmer set. Kids can scratch sparkly designs using the traditional gears and wheel with a stylus tool, special paper, and sticker sheets. Spirograph Stationery includes assorted desktop tools for kids to draw Spirograph designs, such as a stencil ruler with gears and fixed wheels. The Fashion Plates Sweet Styles deluxe set features updated plates and patterns and a new carrying case. The Fashion Plates Retro Remix Edition reintroduces classic fashion options that span the decades. The Y’Art line expands with new designs in different formats for kids to create textile works of art with mess-free yarn. The new line will include licensed character kits from Hasbro, Peanuts, Mattel, and more. Fantastic Flowers is a paper flower-making kit. Kids can combine almost any type of paper — such as wrapping paper or magazine pages — with the stem pieces to create decorative flowers. The Latchkits craft kit brand expands with new sizes and designs, such as a panda, a llama, and licensed character designs from Peanuts, Cloudco, and more. The new Throwback Press product line features retro-inspired packaging on products such as Spirographs and The Original Waterfuls. The line revives fond memories of childhood to share with a whole new generation of kids as young as ages 3 and up.
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ACTIVITIES & CONSTRUCTION LEGO Friends Nature Glamping
HORIZON GROUP USA Horizon Group USA’s Slimygloop Slimysand playsets include 2 pounds of the Slimygloop Slimysand compound and a variety of themed molds, such as construction and unicorn. Kids can build, remodel, and crush construction zones and vehicle molds with the Slimygloop Slimysand Construct & Crush set or mold and stretch mystical creatures with the Slimygloop Slimysand Unicorn & Friends set. Designed for kids ages 3 and up, the reusable playsets come with three colors of Slimygloop Slimysand. The STMT D.I.Y. My Studio Design Set comes in a gold carrying case with various art supplies for tweens ages 12 and up to sketch and draw. The art studio set includes more than 40 creative essentials, including oil pastels, watercolors, and gel pens.
LEGO The LEGO DUPLO Classic Brick Box, from LEGO, is a playset featuring 65 colorful bricks designed for babies ages 18 months and up. The set features a car with moving wheels, a roof, a window, flowers, bread, DUPLO people figures, and 1-2-3 number-learning bricks. The LEGO Friends Nature Glamping set includes a LEGO tent with a soft, plastic roof; two mini-dolls (Olivia and Mia); a toy squirrel; a campfire; a telescope; and a hot tub. The lights twinkle thanks to the translucent, colored plastic bricks — no batteries required. This set is suitable for kids ages 6 and up. Designed for kids ages 6 and up, the LEGO City Police Station includes a toy police station, six mini-figures, two dog figures, two trucks, a motorcycle, and a drone. The police car features a sound-brick siren and the police headquarters model features a jailbreak explosion and light-brick searchlight. The LEGO Marvel Avengers Speeder Bike Attack includes Black Panther’s bike; three mini-figures (Black Panther, Thor, and an AIM Agent); an armory of weapons; and two canisters of deadly material. This set is suitable for kids ages 6 and up.
CRAYOLA Crayola expands its Scribble Scrubbie line with the Scribble Scrubbie Pets Grooming Truck. The mobile playset includes two pet figurines that kids ages 3 and up can draw on using the three washable markers. Then, kids can press down on the truck’s working spray pump to clean off their design and start again. With the Crayola Scribble Scrubbie Pets Tattoo Shop, kids ages 3 and up can decorate two included Scribble Scrubbie dogs with stamper markers, then wash them in the included bathtub. Crayola launches Crayola STEAM with four new science projects: Space Science Lab, Gross Science Lab, Liquid Science Lab, and Paper Flower Science Kit. With the Crayola STEAM Space Science Lab, kids ages 7 and up can learn about the solar system as they paint the different planets and mount the models onto a 3-foot poster. Kids ages 8 and up can mold their own themed erasers with the Crayola Eraser Maker, part of the company’s new DIY series of maker kits. Kids can mix the eraser compound and press it into the included mold until it sets — without any heat necessary. The kit can make up to 20 eraser figures. These products will be available this summer.
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CRAZY AARON’S
HUNTER PRODUCTS
This spring, Crazy Aaron’s expands its line of Thinking Putty with new collectible Minis, new variations of SCENTsory Putty, colored versions of Liquid Glass, and more. The collection includes more than 30 new items, with options for kids ages 3 and up and assortments for kids ages 8 and up. Launching this spring, the Land of Dough is a compound handcrafted from natural ingredients and made with plant-based colors and organic essential oils. Land of Dough is suitable for kids ages 3 and up.
Kids ages 5 and up can make their own gems and accessories with Gemex, from Hunter Products. To create the DIY gems, crafters can pour the gel into a gem mold, decorate it, and place it inside the magic gem shell to cure it. In only three minutes, the gel will turn into a solid gem, which kids can use to create and customize necklaces, bracelets, hairclips, rings, headbands, keychains, and more.
Land of Dough
TOYSMITH Kids can construct a working, hybrid water pump with Toysmith’s 4M Green Science Water Pump, then activate the pump with a standard battery or solar energy. With the 4M Green Science Eco-Tech Bulb, kids can use gravity to power an overhead lamp, then crank the handle to manually power the torch and create dynamic energy. They can see the mechanism in action due to the transparent body. These kits are suitable for kids ages 5 and up.
BLUE MARBLE The National Geographic Glow-in-the-Dark Marble Run (80 Piece), from Blue Marble, includes 15 glowing marbles in five different colors, 45 clear tube pieces, and 15 action pieces for kids to build a sturdy marble run in any configuration. Available this fall, the kit includes a UV keychain light to help the marbles glow brighter and a mesh storage bag that kids can use to store the pieces. Kids can use the National Geographic Junior Metal Detector to search for hidden treasure this spring. The 1.5-pound collapsible metal detector features an adjustable length and an ultra-sensitive, waterproof dual coil to alert kids using visual and auditory cues when an item is found. The set also include a durable trowel for digging. Kids can grow their own crystals with the National Geographic Crystal Growing Lab with Light-Up Display Base, available this spring. The set includes samples of a broken geode, green fluorite, rose quartz, and blue calcite that kids can grow into a crystal formation in three or four days using crystal powder and seed rocks. Once crystals form, kids can display them on the light-up display base, which features different color modes to showcase the geodes. These sets are designed for kids ages 8 and up.
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VEX Construction Zone
ABACUS BRANDS Professor Maxwell’s 5D Lab sets, from Abacus Brands, includes hands-free goggles and a companion app for iOS and Android devices so that kids ages 8 and up can learn science, magic tricks, and cooking skills through virtual reality. Designed with an emphasis on “how stuff works,” 5D Science Lab, 5D Magic, and 5D Super Chef sets include curated experiments, tricks, and recipes, with lesson plans, step-by-step videos, guide books, and additional materials.
HEXBUG HEXBUG introduces the HEXBUG Flash nano Playset. The nano Flash features a built-in, colored LED light that illuminates the path underneath it as it races down the track. Kids ages 3 and up can arrange the colorized track in different ways to build pathways for the bugs to explore. Kids ages 8 and up can build a construction crane set with the VEX Construction Zone. The completed crane functions like a full-sized machine. With the the VEX Carnival Game, kids ages 8 and up can construct a motorized shooting gallery and two dart shooters. After it’s completed, kids can try to hit the moving targets, which reset automatically. Teenagers ages 14 and up can build a smaller version of the VEX Robotics Catapult with the VEX Mini Catapult. The VEX Mini Crossbow is a mini, handheld version of the crossbow that teenagers ages 14 and up can use to launch foam darts more than 20 feet. All of these products will be available this fall.
MINDWARE Kids ages 8 and up can form a marble maze inside an interlocking, colorful cube with the Q-Ba-Maze 2.0: Rocket Set, from MindWare. Kids can learn about how rockets work while building modules based on real rocket parts. The Wonderhood Grand Hotel — by MindWare set features double-sided, glossy, plastic panels that kids ages 5 and up can rearrange into different combinations by clipping them together with the durable plastic connectors. The set includes a functioning elevator for kids to build hotel designs. Artists ages 8 and up can paint and oven-bake a porcelain figure with the Paint Your Own Porcelain: Mermaid Bank. The kit includes a porcelain mermaid tail, 12 paints, and a paintbrush. The Unbored Road Trip Kit is an all-in-one kit that includes bingo and drawing games, a book light, and a backpack for kids ages 8 and up. The Playful Chef: Deluxe Cake Decorating Studio includes two springform pans, pastry bags, stencils, recipes, and decorating tips that kids ages 8 and up can use to bake and decorate real desserts.
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SPIN MASTER Spin Master’s Cool Maker Hollywood Hair is a DIY studio that kids ages 7 and up can use to design and create their own hair extensions with custom colors and styles. The kit launches this fall. The Cool Maker Go Etch A Sketch Stan Lee Edition Glam Deluxe is a DIY nail studio that kids ages 7 and up can use to stamp patterns and designs on any size nail. The salon includes a nail dryer and launches this fall. Kinetic Sand Sandwhirlz features a surprise shape and sand flow inspired by the drop-and-squish play pattern seen on social media. Kids ages 4 and up can mix and match the tools and three colors to create customized sand effects. The playset includes 2 pounds of sand and will be available this fall. The Etch A Sketch — 60th Anniversary Program features a new, retro-inspired package design; a limited diamond edition; and licensed versions of the classic Etch A Sketch. License partners include Monopoly, Rubiks, Stan Lee, and NASA. The Etch A Sketch is designed for kids ages 3 and up. For more info on Etch A Sketch’s 60th anniversary, turn to page 127. Kids ages 5 and up can build the Meccano — Jr Fire Truck, which features lights and sounds, movable parts, and a sticker sheet for personalization. It will be available this fall.
ORB’s Flowtonia compound gets a glittery update with Flowtonia Sparklz. This compound is scented and sparkly. Kids can mold, shape, and stretch Flowtonia, then store it in the included themed container. Each set of ORB CloudPuffz features colorful, shaped building puffs that kids can stick together using just water. Each kit includes a surprise collectible pet and enough pieces for kids to build a variety of colorful worlds, kingdoms, or seascapes. CloudPuffz will be available this spring. Both products are suitable for kids ages 5 and up.
CRA-Z-ART Cra-Z-Art is launching the All-in-One Makeup Backpack and the All-in-One Makeup Purse, which are wearable fashions for on-the-go beauty. Kids will find makeup for their eyes, cheeks, and lips in the backpack, which also includes a mirror, brushes, and “how-to” beauty cards. In the purse, kids will find makeup for their eyes, cheeks, lips, nails, and more. The Cra-Z Magix Hair Strandz is a sparkly hair accessory that kids can apply to their hair by making a tie and a knot. When kids wash and dry it, it stays in. Kids can create slime with the newly designed Nickelodeon Super Slime Studio by adding the included ingredients and turning the handle to mix. The bottom of the mixing compartment unlatches, allowing slime to come out into hands — or a container for messfree slime — easily. The kit includes glue, an activator, colorants, beads, glitter, measuring cups, and more. All items are available this spring and are suitable for kids ages 6 and up.
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GEOMAGWORLD Geomagworld introduces several eco-friendly products that are manufactured almost entirely from recycled materials. The Green Range will include nine Classic and Panel building sets. Each item features a different piece count, from a minimum of 24 to maximum of 200 components. The magnetic rods, panels, bases, and even the box are all made with 100% recycled plastic. The Green Range will also include four Magicube items, each one containing between eight and 64 cubes filled with magnets that kids can click together to create unique constructions. The Mechanics Gravity line grows with two new tabletop construction games. Kids can build the 185-piece Mechanics Challenge Strike, then use the spheres to start the gravity motor to achieve the highest score as the spheres drop out of the bottom. The 96-piece Mechanics Challenge Goal features a magnetic cannon that launches the balls along a path toward the goal. Kids can challenge their friends to launch the spheres and score goals.
INSIGHT EDITIONS This spring, Insight Editions launches the IncrediBuilds collection, which includes IncrediBots: Marvel Iron Man, IncrediBots: Marvel Spider-Man, and IncrediBots: Marvel Captain America. Kids ages 8 and up can build, paint, and customize the Iron Man, Spider-Man, and Captain America models included in each respective IncrediBots kit. Each model is made from natural wood, featuring plastic joints and punch-out pieces that kids can snap together to form a movable 3D figure with five points of articulation. The kits include a softcover book featuring a comic starring the Tony Stark, Peter Parker, and Steve Rogers IncrediBots, as well as craft ideas.
ELENCO This summer, Elenco will release a variety of STEM toys for kids ages 8 and up. Snap Circuits MyHome will teach kids the importance of electricity. Seven color base grids act as the structure of a house that kids will build as they learn with real, working circuits. Kids can learn how to code with Snap Circuits Discover Coding by programming their own lights, sounds, and moving parts using an app. The project manual explains the concepts behind coding and electrical work, incorporating fun challenges. Using the Teach Tech: KC3: Keypad Coding Robot, kids can build a beginner-friendly coding robot — without a screen. Kids can use the coding keypad to program basic commands or set KC3 to handle more difficult tasks and challenges. Smartivity Do-It-Yourself Activity Kits are sustainable, recyclable projects that kids ages 6 and up can build and customize. Kids can choose between a mechanical xylophone, a roller coaster marble slide, an optic kaleidoscope, and more. No glue is required to build these sets. Kids are encouraged to use art materials from their own homes to make their projects unique.
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HAND2MIND Kids can build a box guitar, a pan flute, and an ocean drum with the DIY Music Maker Science Lab, from hand2mind. This kit includes a 36-page, illustrated storybook and activity guide that features 10 experiments. The Squishy Water Beads Science Lab includes a 36-page, illustrated storybook and activity guide that kids can follow to complete 10 experiments, such as creating a stress ball, a scented mini-mood lamp, and a mood tube. These sets are suitable for kids ages 5 and up and will be available this spring.
PlayMonster expands its Fuzzikins line of 3D animals that kids ages 4 and up can color and decorate repeatedly using the included washable markers. Each koala, elephant, and pig Fuzzi Skater comes with a skateboard for kids to decorate. Fuzzi Babies are available as a baby hamster, a lamb, and a monkey. Kids can build and design the baby animals’ beds, then tuck them in for a nap. The Fuzzi Street Ice Cream Parlor set includes a penguin shop owner and an ice cream parlor that kids can customize. Snap Ships is a collectible, modular building system featuring cube-shaped pieces that kids ages 8 and up can snap together to form the core of the ship. All of the sets are interchangeable and feature a shooting accessory. The package’s lid also doubles as a display stand for the ships. The line will initially feature nine sets split into two groups: the Forge and Komplex. Kids can further explore the Snap Ships lore and universe with the Snap Ships app and a Snap Ships YouTube series.
Fuzzi Street Ice Cream Parlor
THAMES & KOSMOS With the Mega Cyborg Hand, from Thames & Kosmos, kids ages 8 and up can assemble a hydraulic hand, fill the piston tubes with water, and adjust it to fit their own hand. The mechanical hand simulates the movements of the human hand without motors or electricity. Gross Anatomy: Make Your Own Squishy Human Body is a kit that kids ages 8 and up can use to cast organs out of slime and putty, then arrange them into a clear plastic torso to make a model of the human body. Kids ages 6 and up can explore the physics of a gyroscope with the Amazing Tightrope-Walking Gyrobot kit by conducting eight experiments that get the robot to walk on different surfaces, including a tightrope. Creatto is a building system that consists of two primary components that kids can weave together into 3D creations. The flexible and durable plastic tiles interlock, with no additional materials or hardware required. Each Creatto kit includes assembly instructions for four different configurations. Five Creatto Light-Up Crafting Kits will be available this winter. Kids ages 8 and up can build and program eight motorized robots that balance on two wheels with the Robotics: Smart Machines — HoverBots with BalanceTech kit. The robots use self-balancing technology to move. Kids can code programs for the robots using a visual programming app, which connects to the robots via Bluetooth on a tablet or smartphone.
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HANDSTAND KITCHEN Handstand Kitchen introduces the Donut Shoppe Ultimate Baking Party set for kids to bake doughnut-shaped treats. The baking set includes a cupcake mold, cookie cutters, a spatula, and a frosting bag with three tips to help kids make doughnut cupcakes and cookies. With the Dinosaur Ultimate Baking Party set, kids bake prehistoric-themed cupcakes and cookies using the included dinosaur cupcake mold and cookie cutters. The kit includes a silicone cupcake mold, seven cookie cutters, a spatula, a frosting bag with three tips, a sticker sheet, and a recipe leaflet. The Donut Shoppe Cake Making Set includes the necessary materials for kids to make doughnut cakes. The set includes a silicone cake mold and a frosting bottle with four tips. With the Dinosaur Cake Making Set, kids make dinosaur cakes using the included silicone molds. The set also includes a frosting bottle and a recipe pamphlet. The baking sets are designed for kids ages 3 and up.
MAGFORMERS The Magformers Amazing Rescue 50-Piece Set, from Magformers, includes magnetic construction pieces that kids ages 3 and up can use to build a fire station and a fire truck. The set also includes wheels and fire accessories that kids can add to builds. With the Clicformers Sweet Friends 74-Piece Set, kids ages 4 and up can hook, stack, fold, and roll pieces to build a dachshund, a Chihuahua, and a shepherd. Clicformers sets are compatible with each other, so kids can also combine sets to build their own ideas.
Dinosaur Cake Making Set
ARCKIT Arckit introduces a new STEAM series of architectural model-building kits. Each set includes a STEAM educational pack that kids can read to learn about the climate, environment, sustainability, and architectural design. Kids ages 7 and up can use the Arckit Desert Living kit to build desert-style designs while learning about the desert landscape and its ecosystem. Arckit Go Eco The Arckit Mountain Living kit contains materials for kids ages 7 and up to build modern alpine house designs while learning about the mountain landscape and its ecosystem. Kids ages 7 and up can build contemporary beach house designs while learning about coastal landscapes and their ecosystem with the Arckit Coastal Living kit. Kids ages 10 and up can use the Arckit Go Eco kit to create a collection of realistic, sustainable house designs that reflect modern energy-efficient homes while learning about using eco-friendly building materials and methods. The Arckit 200 kit features materials for kids ages 10 and up to construct advanced, contemporary architectural designs that reflect modern, modular building methods. This kit includes electro-static, textural facade stickers to add finishing touches, as well as cut-out furniture, trees, figurines, and more to provide scale and context.
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COBI COBI launches a 2,840-block RMS Titanic construction set for builders ages 10 and up. Once completed, the set is more than 3 feet long and almost 1 foot high. For kids ages 8 and up, COBI introduces the 920-block Boeing B-17F Flying Fortress Memphis Belle model. The airplane features moving parts — including wheels, on-board weapons, and propellers to make it more realistic.
YULU Kids ages 6 and up can create mess-free, tie-dye designs with the Swirl & Style Tie Dye Studio, from YULU. Crafters can transform fabrics into bright creations as they add colors and spin the studio station. Kids can place the included dye bottles into the self-sealing valves and dye, spin, wash, and wear their designs. Each kit contains an orb station, 12 dye packets of colors, rubber bands, and gloves.
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PLUS-PLUS
TIGER TRIBE
Plus-Plus expands the Plus-Plus Learn to Build Sets with three new versions: Learn to Build Sports, featuring football and basketball players; Jewelry, featuring necklaces and bracelets; and Glow-in-theDark, featuring dragons, planets, and stars. Recommended for kids ages 5 and up, each set includes 400 pieces and one or two baseplates. Plus-Plus adds new themes to its line of PlusPlus 70-Piece Tubes: Insects, Fairy, Shark, Flamingo, and Alien. Each piece easily connects to the next for kids ages 5 and up to build different objects using one simple shape. Kids ages 8-12 years old can build cars, trucks, airplanes, helicopters, and more with Plus-Plus Go! Each set includes Go! wheels and a new, smaller baseplate that acts as a building platform for the vehicles. All Plus-Plus sets feature one-shape pieces that connect together easily.
Tiger Tribe’s Outdoor Activity Set — Back to Nature is an art set and activity book designed to introduce kids ages 5 and up to nature. The set includes a magnifying glass, colored chalk, a pencil, and an activity book full of hands-on activities that kids can use to document cloud shapes, create mermaids using objects they find, complete kindness exercises, and play other outdoor games. Kids ages 5 and up can color in artwork and view it using the included 3D glasses to create optical illusion designs with the 3D Colouring Set — Rainbow Dreams. With the Hidden Pattern Set — Fairy Friends, kids ages 3 and up can decorate fairy images with colored markers and additional textures. The illustrations contain hidden patterns of squiggles and polka dots that kids can reveal once they are filled.
Plus-Plus 70-Piece Alien Tube
3D Colouring Set — Rainbow Dreams
HAPE The Monster Math Scale, from Hape, includes 10 large weights and 10 small, soft weights that kids ages 3 and up can use to learn about simple addition and subtraction. The set also introduces concepts of measurement, balance, and weight. Hape expands its Junior Inventor line with a new assortment of STEAM activity sets for kids ages 4 and up. The Junior Inventor — Optical Science Lab includes eight experiments, such as creating a periscope, a cone illusion, a 3D viewer, a rotating kaleidoscope, an infinity mirror, and more. The Junior Inventor — Magnet Science Lab features seven magnetic experiments, such as creating a gravity magnet, a spinning planet, magnetic fishing, a swirling magnet, and more. The Junior Inventor — Experiment Starter Kit is a free-building construction set that kids can use to Monster Math Scale build a seesaw, a balance bike, a windmill, a prop plane, and a sitting fox. Kids can build a prop plane, a fan belt, a crane, a three-wheel bike, a cart, a motorcycle, and a robot on wheels with the Junior Inventor — Deluxe Experiment Kit.
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JAKKS PACIFIC Kids ages 8 and up can create their own alien bugs this fall with the Creepy Crawlers Alien Bug Maker, from Jakks Pacific. It comes with two bug molds and two colors of mites, Style & Create which kids can crush and melt down Styling Head to create eight bugs. For additional molds and mites, Creepy Crawlers Bug Mold Packs are available. The Horrible Hoppers pack includes a jump line to launch the bugs, and the Clawsome Creeps pack includes three armor accessory pieces. Kids can interact with their bugs using the Creepy Crawlers Swat Crusher Vehicle. The vehicle comes with tools for dissecting, examining, and destroying the alien bugs. Jakks Pacific will launch Cute Girls Hairstyles, a toy line inspired by the YouTube channel run by Mindy McKnight, this fall. The Style & Wear Wig with Display Form is a mannequin head with a wig that kids can style using the included accessories, remove, and then wear. The Style & Create Styling Head features the same styling abilities and accessories as the Wig with Display Form, but comes with rooted hair. Both styling head toys come in two skin tones and two different hair types. Other products in the line include Style & Party Sets for kids to add flower accessories or braid extensions to hair; a colorful Wig Assortment; and Style & Accessorize Sets available in mermaid, cat, or unicorn styles.
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IMPULSE & COLLECTIBLES COMPANY BASIC FUN!NAME Cra-Z-Art Basic Fun!isintroduces set to expand Careits Bears line of Unlock craft and the activity Magicproducts Interacwith Figures, tive new paint-by-numbers available in sixkits, Care activitycharacters: Bears fun packs,Cheer velvetBear, posters, Share make-your-own Bear, Grumpy Bear, and Funshine color-your-own Bear, activityLuck Good sets,Bear, a coloring and Tenderheart and activity backpack, Bear. Kids ages a transfer 4 andtattoo up can maker, press stickers, the sensory andactivations more. on the Care Bears’ Thepaws, company bellies, willand alsonoses bringto Peppa hear jokes Pig and into songs, the activity find out category how withCare the the Peppa Bears are Pigfeeling, Mold n’and Play light 3D the up Figure CareMaker. Bears’ Designed signature belly for kids agesAvailable badges. 3 and up,this thefall, creativity the fig-set includes ures also Softee featureDough a group modeling play mode compound that enablesintwo seven or more colors; Care fourBears 3-D figure to singmolds songsof together, Peppa, George, tell jokes to Mummy one another, Pig, and light Daddy upPig; to perform and accessories. the “Care Bear Stare.”
COMPANY NAME HEXBUG Cra-Z-Art introduces HEXBUG is set to expand HEXBUG its line MoBots, of craft and interactive activity products robots that with kids new paint-by-numbers ages 3 and up can use to kits, record, activity fun packs, modify, andvelvet play back posters, their make-yourvoices. own and There arecolor-your-own three different activity robots sets, a coloring Mimix, available: and activity Ramblez, backpack. and Fetch. TheMimix company is a posable will also robot bring that Peppa will mimic Pig and into modify the activity voices. category Ramwith can blez the Peppa scoot around, Pig Mold communicate n’ Play 3Dother to Figure Ramblez Maker.robots Designed that for are kids ages nearby, record 3 andvoice up, the messages, creativityand set includes play them back Softee withDough specialmodeleffects. ing compound When kids clap in their seven hands, colors; Ramblez four 3-D enter will figuredance moldsmode, of Peppa, in which George, he Mummy will drivePig, around and in Daddy patterns. Pig; Fetch and is the R/C MoBot. HEXBUG MoBots launch this fall.
MACCABI ART Kids ages 5 and up can collect NBA Sportzie Collectible Figures, from Maccabi Art. The 2.5-inch figures are based on popular NBA Legends players. The first series features collectibles inspired by 20 basketball players. Future series will include additional replicas of more NBA and MLB athletes.
SUPER IMPULSE Super Impulse expands its World’s Coolest Talking Keychains line this spring with TV series-themed keychains, designed for kids ages 8 and up. The Office Talking Keychain is perfect for The Office fans, featuring quotes from characters Michael Scott, Stanley, Kevin, and Creed. The Dwight Talking Keychain includes six classic phrases from The Office’s fan-favorite character Dwight Schrute. With the Parks and Recreation Talking Keychain, Parks and Recreation fans can enjoy six classic phases from characters Leslie Knope, Ron, April, Andy, and Tom. This spring, Super Impulse introduces Mattel Hot Wheels Car Pens, which come in three assorted dragster styles with working wheels and a retractable pen tip. These pens are designed for kids ages 8 and up. The World’s Smallest Magic: The Gathering Jace vs. Vraska game is based on the card game Magic: The Gathering. This spring, kids ages 6 and up can play this version, which is the world’s smallest size ever. It includes dual decks — 60 cards per mini tuckbox. World’s Smallest Micro Action Figures is a new line of micro versions of retro action figures. Figures are 1.25 inches tall and have three points of articulation. Kids ages 6 and up can display the figure, collect the included replica of the original blister card, and play with each figure’s accessories. Licenses joining the line include Dungeons & Dragons, Masters of the Universe, Marty Abrams Presents Mego Horror Assortment, and Teenage Mutant Ninja Turtles assortments.
Left: Dwight Talking Keychain Bottom: The Office Talking Keychain
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IMPULSE & COLLECTIBLES
SKYROCKET Skyrocket introduces Blume Baby Pop to its Blume World line of collectibles. Available this spring, kids ages 3 and up can pull and pop the sprout to reveal which Blume baby is hidden inside. Each flower pot set includes at least three babies hidden underneath the sprout. Once popped, kids can reveal the baby inside. Each baby is wrapped in a removable swaddle and has a unique hairstyle. After the reveal, kids can transform the flower pot into a playset with 25 surprises. Kids can also discover the baby’s gender with a color-changing diaper gender reveal. There are 50 babies to collect.
THIN AIR BRANDS Pea Pod Babies, from Thin Air Brands, feature a pea pod that contains three cylinders — one contains accessories, one contains clothing, and the third contains a surprise baby collectible inside. There are 24 babies to collect, plus six rare and one ultra-rare set of twins. Every doll is unique — featuring different shapes, colors, and personalities — and comes with a birth certificate and a collector card. Pea Pod Babies are available now, and are designed for kids ages 3 and up.
ORB ORB Arcade fuses three toy trends — collectibles, surprise unboxing, and capsule toys. Designed for kids ages 3 and up, these blind-packaged figures come in arcade-styled store displays that each have one of 28 themes. Each ORB Arcade capsule has a surprise toy inside, with more than 1,000 figures to collect, with rollout to start this spring.
Cats vs Pickles
CEPIA Cepia’s Bananas range of scented bananas is expanding with new, funky designs. Kids ages 4 and up can peel the Bananas to reveal Crushie characters and a variety of surprises. There are more than 96 characters for kids to collect, including rare and ultra-rare figures, which are available as singles or bunches. Kids ages 4 and up can collect Cats vs Pickles cat characters, available this spring. The soft, pickle-shaped cats are available in different themes, including foodie, sweet, scary, fishy, and cats with glasses. There are hundreds of varieties for kids to collect and pair with a free, hyper-casual mobile app game.
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IMPULSE & COLLECTIBLES JAKKS PACIFIC
Snapsies
FUNKO Snapsies, from Funko, is an interactive line of characters designed for kids ages 6 and up to explore new personalities and identities. Hailing from Harmony Village, the colorful Snapsies are comprised of interchangeable parts powered by snap technology, which allows kids to mix and match their favorite characters with thousands of potential unique combinations, encouraging creativity and self-expression. Featuring 24 characters — including artists, bakers, adventurers, and more — Snapsies represent a world of whimsy and self-discovery. From big animals with big appetites and cats inspired by iconic sodas to the ultimate kawaii figures, there’s no limit to what kids might find in Funko’s Paka Paka machine. The three Paka Paka lines currently include Munchies, Soda Kats, and Kawaii Village. Munchies are rotund, hungry animals who enjoy eating their favorite foods. When soda lines are merged with sassy cats, kids get Soda Kats, including Meowtain Mew, Dr. Purr Purr, and more. Kawaii Village incorporates elements of Japanese architecture, dining, and culture with kawaii cuteness.
Jakks Pacific’s Kitten Catfe line launches this spring with a variety of cat-themed collectibles designed for kids ages 3 and up. The Meowble Yarn Ball Series 1 features 24 Meowble kittens that come wrapped in a yarn ball for kids to unwrap. Purrista Girls Series 1 and 2 collectibles come in a mystery bag and feature five points of articulation, glitter eyes, and removable hair. The dolls also come with a surprise outfit piece, accessories, and Meowble kittens. Kids can squish and smell six 4-inch Meowble Scented Plush, each featuring a berry scent. This fall, the line expands with Meowble Yarn Ball Boba Series 2, Purrista Girls Boba Series 3, Boba BFF Packs that come with two Purrista dolls, a Smeowthie Maker that makes real drinks, and Mini Plush Boba Meowbles that come as a set of five inside a clear cup. Kitten Catfe Meowable Yarn Ball Series 1
MOOSE TOYS Moose Toys introduces Oh! My Gif, moving collectible toys inspired by GIFs, memes, and social media stickers. The collection includes 50 “GIFbits” characters, such as a cat typing on a computer and a #failburger hamburger who lifts weights. Each GIFbit features movements that kids ages 6 and up can reset with a touch. Kids can download a digital sticker version of the characters on the app. Single and studio packs will be available this spring. Shopkins Real Littles return for a second season with a frozen aisle collection. Oh! My Gif There are 40 new Real Littles and Mini Packs for kids ages 5 and up to collect, including a limited-edition Frozen Shopkins and Mini Pack housed in packaging that dissolves in water. I Dig Monsters are popsicle-themed collectibles, featuring compounds that feel cool to the touch. Kids ages 5 and up can shave, cut, or grate the jelly compound with the popsicle stick to find a monster dressed in one of 24 designer outfits. I Dig Monsters will hit stores this spring. Little Scruff-a-Luvs are micro-sized collectibles that arrive as a ball of fur in a doctor’s bag that transforms into a pet bed. Kids ages 4 and up can reveal their Scruff, then rub, wet, or heat their Scruff-a-Luvs belly to make it feel better. Available this summer, there are 24 Little Scruff-a-Luvs in total.
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ALEX BRANDS
BLIP TOYS
This spring, Alex Brands is celebrating the 75th anniversary of Slinky, a toy for kids ages 5 and up that has transcended generations. The Slinky 75th Anniversary Edition comes in retro packaging inspired by the original. Slinky Pets — cuddly characters with Slinky bodies — are also joining the collection. They are available in four styles: Caticorn, Flamingo, Dino, and Llama.
Blip Toys’ Giant Lucky Unicorn Surprise is a unicorn with a push-activated horn that lights up and makes a twinkle sound. It is filled with more than 20 unicorn toys, including unicorn figures, role-play accessories, and more. The Mini Lucky Unicorn Surprise is filled with five unicorn toys, including a unicorn figure, role-play accessories, and more. It also includes a purse strap. The Lucky Unicorn Surprise toys are designed for kids ages 3 and up and will hit stores this fall. Launching this spring, the Tic Tac Toy XOXO Cupcake Surprise features more than 20 XOXO Sweeties giant collectibles, sweet treats, and role-play accessories. Kids ages 3 and up can dress up in the XOXO wings, a unicorn headband, and the temporary tattoos.
WOWWEE This spring, WowWee expands its Lucky Fortune line with the Glitz & Gold series, which includes more than 100 new collectible bracelets with a paper fortune inside. The series also features special-edition charms for which a portion of sales will go to the Starlight Children’s Foundation. Prima Sugarinas is a line of spinning, sweetly scented ballerinas, which will be available this spring. Kids ages 4 and up can pull apart the Sugarina’s candy shells to reveal their category, scent, and candy-inspired skirts. Kids can collect 25 different dancers from six different categories.
Lucky Fortune Glitz & Gold Left: Giant Lucky Unicorn Surprise; Right: Mini Lucky Unicorn Surprise
JAZWARES Jazwares/Wicked Cool Toys launches new Wishems collectibles. The collectibles feature an interactive unboxing experience for kids to open and uncover surprises. Nanables, a line of collectibles that kids can use to create and customize their own invented world, will expand this spring. The toy features miniature houses and Nanables for kids to collect. Domez is a collectible series of detailed, stackable, 3-inch mini-characters that represent pop culture icons. Each collectible is enclosed in an airtight dome and includes characters from Disney, Marvel, DC Entertainment, Fortnite, and more. Jazwares is also working with 343 Industries and Halo’s game developers to develop a line of Halo collectibles. The collectibles cross several categories of toys, including 4-inch figures, vehicles, and more. Wishems
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IMPULSE & COLLECTIBLES HEADSTART
HOG WILD Hog Wild introduces ScreamO’s, collectible animals inspired by the viral YouTube videos of screaming animals. Each Scream-O animal features a pressure-activated sound chip that makes it scream when kids ages 6 and up squeeze it. The line includes a mountain goat, a donkey, and a unicorn. Scream-O’s will launch in March on Amazon and in specialty stores and this summer at Target and Walmart.
PLAYMOBIL Kids ages 7 and up can unbox surprises with Playmobil’s Everdreamerz Surprise Set, available this spring. Each set includes one of 12 magical characters from the candy world, a character-specific cupcake charm — including a limited-edition golden cupcake — a trading card, and more.
Salondooz, from Headstart, are scented, collectible dolls packaged inside a perfume-shaped bottle. Each doll features poseable arms and legs as well as two unique dooz and outfits. There are 12 Salondooz launching this spring for kids ages 5 and up to collect. Resoftables are plush animals made of 100% household plastic waste. Each 14-inch plush animal will be produced using approximately 11 plastic bottles. The assortment includes a bunny, a unicorn, a polar bear, a koala, and a teddy bear. These are suitable for all ages. Bubble Trouble is a line of soft, scented, squishy dolls, designed for kids ages 5 and up. Each doll has its own squishy Bubble Buddy. Wave one includes Bubblegum Kitty, Watermelon Slice, Ice Cream Sundae, and Pineapple Punch.
IMC TOYS This spring, IMC Toys introduces Cry Babies Magic Tears Pet Houses to its Cry Babies collection. Kids will find an animal in every house, which comes with accessories and possibly a rare golden treat. Kids can feed their pet with the sippy bottle and press their head to make them cry real tears. There are more than 12 Pet Houses to collect, including the exclusive rare character, Flo. IMC will also add Cry Babies Magic Tears Winged Houses to the Cry Babies collection this fall. Each Winged House includes a glittery Cry Babies doll. Kids can feed their doll water with the baby bottle, squeeze their bellies, and watch them cry colorful tears. There are more than 12 dolls to collect in the line. Each house comes with six glitter accessories, and kids might find a rare diamond bow or pacifier, or a rare character that has a color-changing onesie. The second wave of Cry Babies Magic Tears Bottle House’s characters launches this spring. As kids unwrap the bottle house, they reveal one of 12 Cry Babies, including the exclusive rare character, Susu. There are eight accessories included; some might be surprise, golden accessories. Kids can feed Cry Babies dolls water with the baby bottle, squeeze their bellies, and watch them cry real tears. Launching this fall, Bloopies Shellies are collectible mermaids that live inside colorful shells and can make bubbles and squirt water. Kids can discover the mermaid by submerging the shell into water and watching it open. One of 12 mermaid characters will appear, including rare and ultra-rare mermaids. Kids can use the doll’s map to solve the maze and discover the mermaid’s pearl, and the shell transforms into a bag for kids to take along anywhere. VIP Pets, a collection of six fashionable dogs that have long hair and unique personalities, will launch this fall. Kids can style their hair in different ways by first pouring water onto the towel that covers the pet’s head. Little by little, the towel fades away to reveal the VIP Pet’s colorful hair. Using the eight accessories, kids can create their own hairstyles for the pets. All of the above IMC Toys collectibles are designed for kids ages 3 and up. Cry Babies Magic Tears Winged Houses doll
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IMPULSE & COLLECTIBLES REDWOODVENTURES
BANDAI AMERICA Bandai America celebrates the 40th anniversary of Pac-Man with Pac-Man Tamagotchi. Kids ages 8 and up can raise and nurture their Tamagotchi character with the help of the pellet-eating, ghost-munching Pac-Man. The portable Pac-Man Tamagotchi comes in two styles — yellow maze and black maze — each with two bonus games.
YULU YULU expands its Pop Pops assortment with Series 3 Pop Pops Pets that kids can pop to reveal different animal characters. The line combines bubble wrap popping, slime, and collectible figures. The third series of Pop Pops Pets features heart- and flower-shaped bubbles that have glitter slime and suction cups inside each compartment. Coming this spring, it is available in Starter Packs with six bubbles and two hidden characters, or Deluxe Packs with 12 bubbles and four hidPop Pop den characters. Pets Slime The Pop Pops Pets Slime Slammer Slammer Hammer is styled to match the Pop Pops Hammer Pets for kids to mash and smash more Pop Pops bubbles. Kids can also use the storage compartment to store their collectibles and slime. The set comes with 18 bubbles with six hidden collectibles inside. The new Pop Pops items will be available this spring and are designed for kids ages 5 and up.
RedwoodVentures adds Foodie Surprise Yolkies to the Foodie Surprise collection this spring. Kids ages 6 and up can open Foodie Surprise Yolkies eggs to find an edible gummy candy and a toy egg yolk character with a surprise costume. There are 12 Yolkies to collect. Luvi Pups are stretchy, tactile toys that always return to their original shape. Kids ages 6 and up can tug, pull, and stretch them. Each of the eight different Luvi Pups comes with six surprise miniature dog toys, and some kids can find an ultra-rare Runt. A portion of the proceeds from every Luvi Pup purchased will be donated to Luvable Dog Rescue, an organization dedicated to saving dogs from kill shelters.
HASBRO Hasbro expands the BotBots collection with Transformers BotBots Gumball Machine Surprise Unboxing Series 4. Collectible BotBots figures are around 1 inch tall and convert between two modes — a robot and a random object — in three to five easy steps. This Gumball Machine Surprise Unboxing Pack includes five BotBots figures, one rare gold BotBot figure, and four stickers. Kids ages 5 and up can pull the tab to vend the 10 surprises one at a time. There are 190 BotBots to collect throughout this year. Transformers BotBots Claw Game Surprise Unboxing Series 4 also joins the BotBots collection. This claw machine surprise unboxing pack includes five BotBots figures, a rare gold BotBot figure, and four stickers. Kids ages 5 and up can pull the tab to release the surprises inside and collect the BotBots before they all come rolling out. When kids ages 4 and up squeeze the sides of the Spider-Man Maximum Venom: Venom Burst Figures, ooze gushes out with a surprise second hidden figure. Inspired by Marvel’s Spider-Man, an animated series on Disney XD, outer symbiote figures include the characters Venom, Anti-Venom, Carnage, Cap Symbiote, Anti-Venom Groot, and Symbiote Groot. Surprise inner characters include Gamma Hulk, Captain America, Red Spider-Man, Black Spider-Man, Lightning Thor, Groot, Metallic Iron Man, Miles Morales, Red Iron Man, Green Goblin, Astral Doctor Strange, and M.O.D.O.K. Figures come in a can that can hold excess ooze. The collectible DreamWorks Trolls World Tour Tiny Dancers Greatest Hits are little figures that shimmy and shake. The figures are based on charTransformers BotBots acters from Trolls World Tour. Kids can customize the six collectible figures with a necklace, two bracelets, five charms inspired by the movie, four rings, and four barrettes. The wearable figures are easy to take on the go. All of the above items will be available this spring. 166 THE TOY BOOK | FEBRUARY 2020 | toybook.com
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ZURU
PLAYMONSTER PlayMonster introduces the second series of its My Singing Monsters collectible figures this year with six new monsters: Drumpler, Fwog, Bowgart, Potbelly, Pummel, and Tawkerr. Each monster comes with an accessory from the mobile game and can harmonize with the monsters from series one. The company will also launch the second series of My Singing Monsters Babies, which are baby versions of the monsters. Each of the eight baby monsters comes inside a colorful egg.
With Rainbocorns Itzy Glitzy Surprise, from ZURU, kids can unbox and reveal 24 new Itzy Glitzy characters inside the miniature eggs. Each collectible includes additional surprises, including swappable wings, gem hearts, rings, and a rare crystal charm chaser. Coming in the fall, Itzy Glitzy Surprise will be available in two- and four-packs. ZURU adds new Smashers collectibles to its range, including the Smashers Mini Dino Ice Age Surprise Egg and the Smashers Dino Ice Age 8-Pack. Kids can smash open and reveal different collectible surprises inside the miniature eggs. ZURU’s 5 Surprise spherical collectibles range expands with new series and themes. A second series of 5 Surprise Mini Brands offers kids ages 3 and up more miniatures to unwrap, peel, and reveal. With the 5 Surprise Glitter Unicorn Squad Series 2, kids can unwrap capsules to reveal a new set of collectible glitter unicorns with new features, including glitter hair, neon tail hair, glitter stickers, and glitter unicorn poop. Each capsule includes a unicorn collectible, interchangeable dress-up accessories, a comb, and four stickers. With 5 Surprise Dino Strike, kids can collect 13 dinosaur figures, including a super-rare, golden T.rex fossil, and custom accessories that they can reveal inside the mystery capsules.
CUDDLE BARN Cuddle Barn introduces plush Bubble Buddies, which kids ages 3 and up can squeeze to expel a bubble of colorful glitter balls or gel beads from the plush buddies’ mouth. The collection includes Unicorn, with a purple glitter ball; Dino, with yellow gel bead balls; and Owl, with pink gel bead balls. Prickly Pals Kira the Kitty, Spike the Sloth, and Barb the Bunny are cacti friends that combine animals with cacti succulents. These plush toys are suitable for kids ages 3 and up. Enchanted Wands are soft animal wands that play magical music. Kids ages 3 and up can wave these magical wands for pretend play and dress up. The collection features Trix Panda, Dazzle Llamacorn, and Glitz Unicorn. The Tooty Booties are calico cat, panda, and unicorn booties that let out a “toot” sound when kids ages 3 and up squeeze them. These squeezers play sound effects and have a clip so that kids can attach them to their belongings. Kids of all ages get two cute characters in one with Inside Out Plush, which feature owl, unicorn, and dinosaur characters that kids can flip inside out to reveal another plush pal. Prickly Pals
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SPIN MASTER This spring, Spin Master introduces Hatchimals CollEGGtibles Pet Obsessed, featuring 60 animal figures to collect. Kids ages 5 and up can crack open the printed heart to reveal a CollEGGtible and its matching pet inside. Kids can connect the duos into BFF poses. UNI-Verse is a new line of unicorn collectibles that come packaged inside an emoji-inspired cloud that kids ages 5 and up can dunk in warm water to make it dissolve. The water will change color and once the cloud dissolves, the water turns into goo. Kids can then unwrap the multiple included bags to reveal a unicorn figure and accessories. The unicorns feature different shapes, sizes, and themes. Kids ages 4 and up can transform the scented Twisty Petz Treatz from food into a bracelet by pulling on the head and the tail. When kids unstack their Treatz, they’ll reveal surprises on the different layers. Launching this spring, the collection includes Sushi Pandas, Hamburger Bears, Ice Cream Sandwich Kittens, and more. Candylocks Pets are scented collectible pets with long, cotton candy-inspired hair that comes wrapped around each pet. Kids ages 5 and up can open the watermelon pet bed to reveal the pet inside. Available this spring, there are more than 20 Candylocks Pets in total, each with a different scent and tropical treats theme.
FAR OUT TOYS Far Out Toys will continue its Pulp Heroes line this year after its debut at last year’s comic cons. New Marvel and Star Wars characters, including Princess Leia, Captain Marvel, and Thanos, will launch this spring. Pulp Heroes are designed for kids ages 5 and up.
YUME TOYS YuMe Toys introduces the Harry Potter Magical Capsules filled with surprise collectibles, such as characters, wands, and fantastic beasts from the Harry Potter series. The capsules will be available this summer for kids ages 6 and up. The DZNR Series DZNR Space Jam Bugs Bunny Edition Chibi continues with fan-favorite characters from the worlds of DC Comics, Looney Tunes, and Space Jam as cute chibi figures for fans ages 6 and up. Kids can look for the DZNR Wonder Woman Day of Wonder All Gold Edition Chibi and Space Jam Bugs Bunny Edition Chibi. Other launches include an array of exclusive plush in celebration of the 90th anniversary of the classic Looney Tunes series and extensions of the Batman DZNR Series, such as the Adam West Edition. Holiday Advent Calendars featuring DC, Harry Potter, and Scooby-Doo keychains, bookmarks, ornaments, and more are coming to fans ages 3 and up this fall, just in time for the holiday season.
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TOYSMITH Toysmith introduces Snapperz, a fidget gadget that kids ages 3 and up can grip and squeeze. Each squeeze creates successive popping sounds. Snapperz measure 2 1/3 inches in diameter and come in assorted colors, including a Snapperz Rainbow version. Loopseez Shape Bandz come in a variety of stretchy styles and textures that kids ages 3 and up can wear. They are latex-free and are available in neon, glitter, shiny, and glow-in-the-dark designs. Assortment one includes Glitter, Sea Life, and Wild themes. Assortment two includes Farm, Transport, and Dino themes. Each assortment includes six stretchy bands per package. Snapperz Rainbow
PHOENIX INTERNATIONAL PUBLICATIONS
SUNNY DAYS ENTERTAINMENT
This spring, Phoenix International Publications introduces Mushmallows, memory foam collectible plush characters. Kids can choose from a variety of animals and creatures in three different sizes: 3-inch Mushmallow Minis, 6-inch Mushmallow Magic, and 9-inch Mushmallows.
Sunny Days Entertainment unravels collectibles for kids ages 4 and up with Ravel Tales. Unwind the yarn ball to uncover one of 12 Ravel Tales characters and 12 surprises, including stickers, accessories, and DIY activities. Ravel Tales will be available this spring.
WOW! STUFF Wow! Stuff introduces the Trolls World Tour Wow! Pods. Each character lives in its hexshaped Pod with built-in UV lights. Kids can swipe to light the Wow! Pod using their hand and see their chosen character, along with a hidden mystery feature or image, instantly revealed with the light. They can also use the decal sheet to decorate their Wow! Pods, then connect them together in less than two seconds. Wow! Pods are designed for kids ages 3 and up.
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JA-RU Ja-Ru expands its Squish Attack line with new additions based on food. The Squish Attack Stretchy Veggies trio is comprised of the Hot Tamale, Quirky Carrot, and Holla PeĂąo. Kids ages 4 and up can stretch and squish the veggies, then roll and pat them to restore their original shapes. The Squish Attack Fruitsies are filled with squishy jelly beads and are available in four styles: banana, strawberry, grape, and pineapple. The Squish Attack Stretchy Dog Supreme is a hot-dog-themed squishy toy that kids can stretch and smoosh, then easily restore to its original shape. The Squish Attack line will launch this spring. Takumo is a new line of collectibles based on Japanese trends, launching this spring. The Takumo Sushi Combo features two styles of play food. Each style includes seven pieces of sushi and nigiri in a bento tray. The Takumo Soypr!se is a novelty takeout box, featuring three individually wrapped sushi pieces with hang-cords. Kids ages 4 and up can unbox the squishy collectibles using the included mini chopsticks.
MONOGRAM INTERNATIONAL Monogram International offers new licensed collectibles this spring for kids ages 4 and up. Individual Blind Bags will feature multiple bag clips of characters from Trolls World Tour, Pixar, Star Wars: The Empire Strikes Back, Minions: The Rise of Gru, and Friends. Figural Banks will feature the characters Baby Groot, Belle, Jasmine, and Godzilla.
Groot Figural Bank
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DOLLS & PLUSH PLAYTIME FUN
FUNRISE Funrise’s Bright Fairy Friends are collectible fairy dolls that kids can unbox. Each fairy and six surprise accessories come hidden inside a house with motion-activated twinkle lights. Kids can press the fairy’s necklace to make its wings glow, and they can also use the fairy home as a night light. There are 12 dolls to collect in series one.
Playtime Fun’s 20-Inch Love & Learn Doll is a plush doll featuring a colorful outfit designed with special closures to engage kids’ problemsolving and motor skills. Kids ages 3 and up can button, tie, zip, snap, and fasten the doll’s outfit. The 24-Inch Love & Hug Mermaid Rag Doll is a plush mermaid featuring a sparkly, tulle skirt and a shimmery mermaid tail. The 36-Inch Love & Hug Ballerina Rag Doll is a plush ballerina featuring a pink, tulle skirt and matching satin-wrap ballet slippers. The doll also comes in a 48-inch version. The 16-Inch Love & Hug Rag Dolls feature bright clothing, embroidered features, and yarn hair. 24-Inch Love & Hug Mermaid Rag Doll
THE NOBLE COLLECTION This fall, The Noble Collection launches the Dobby Electronic Interactive Plush. Kids ages 7 and up can squeeze Dobby’s tummy to hear 10 phrases, place a sock in his hand to free him, and unlock six additional phrases. The 12-inch plush features 16 phrases that kids can listen to and includes one of Harry’s socks.
CUDDLE BARN Cubby Tubbies Shark & Dino, from Cuddle Barn, are soft plush toys that double as pillows, with large gaping mouths that kids ages 3 and up can use to store their favorite small toys, candy, and other treasures. The My Camping Adventure collection for kids ages 2 and up includes the My Camping Adventure Guitar, which features different songs, sounds, and touch-sensor guitar strings that kids can strum to play. The My Camping Adventure Playset plays nature sounds and includes a plush tent that holds three plush forest friends in sleeping bags. The Sweet Cheeks Squad features Sweet Cheeks Cow and Monkey, plush animals with chubby cheeks and cute bandanas. Kids ages 2 and up can watch them twirl around to “Old MacDonald” and “Five Little Monkeys.” BFF Furrever Sippin’ Shiba and BFF Furrever Yum Yum Unicorn are plush animal friends designed for kids ages 2 and up. Sippin’ Shiba is a shiba inu who enjoys his cup of delicious boba tea, and Yum Yum Unicorn is a magical unicorn who enjoys her sweet ice cream cone. Kids ages 2 and up can get active with Head to Toe Wilbur and Head to Toe Tucker. These plush pig and elephant pals play the “Head, Shoulders, Knees, and Toes” song and game to get kids up and moving.
My Camping Adventure Collection
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DOLLS & PLUSH MARU AND FRIENDS
PILLOW PETS Pillow Pets introduces Sing Out Loud! Poppy and Branch Pillow Pets, based on DreamWork Animation’s Trolls World Tour. The Poppy Pillow Pet features Poppy’s signature ponytail, which kids of all ages can style and brush. Kids can convert both plush characters from a stuffed character into a pillow.
TOMY TOMY celebrates the 25th anniversary of the Original Doodle Bear with a limited-edition bear that marries physical and digital play. The 25th Anniversary Doodle Bear features an exclusive print with denim-like accents and an embroidered “25” on its heart. Kids ages 3 and up can color on the bear with three included washable markers, which can be stored in the bear’s pocket. Parents simply wash the bear so that kids can doodle on it again. With the compatible Doodle Bear Studio app, kids can animate and share their creations. The 25th Anniversary Doodle Bear will be available this fall.
Maru and Friends introduces a series of 13- and 20-inch dolls sculpted by artist Dianna Effner. The main character is Maru, and the Maru Latina Girl doll is a 20-inch, all vinyl doll who comes dressed in a winter outfit. She also comes with an illustrated storybook that chronicles Maru’s life in America. One of Maru’s friends is Coy, a new kid in the neighborhood. The Coy American Doll features dark brown eyes, long lashes, and auburn hair. He comes wearing a striped hoodie top; stone-washed jeans; and white, high-top sneakers. Maru’s best friend is Tanya, and the Tanya American Doll features light brown eyes and long auburn hair. She wears a turquoise knit dress with a matching hat. All three dolls come with a certificate of authenticity. Maru Latina Girl
Happy Nappers
JAY@PLAY Kids pull open plush Happy Nappers, from Jay@Play, to reveal a surprise sleeping sack. When naptime is done, kids ages 3 and up can snap the napper closed and play with them as they would any other plush animal. Happy Nappers are machine washable, and there are 11 characters for kids to choose from. Mush-A-Belly Grumbles are plush animals that grumble when kids press their bellies. Mush-A-Belly Grumbles are available as dogs, ducks, racoons, unicorns, and more. When kids of all ages press the bellies of the smaller MushA-Belly Chatter, they’ll see a silly surprise as the plush makes funny faces at them. Both Mush-A-Belly toys will be available this fall.
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DOLLS & PLUSH
KELLYTOY Kellytoy expands the Squishmallows plush toy and pillow line this spring with more than 50 new characters and styles, including mystery bags. New styles include fruits, dogs, cats, farm animals, birds, bears, sea life, dragons, dinosaurs, fantasy caticorns, and more. This spring, Kellytoy is also releasing a series of six Flipmallows. Kids can turn these characters inside out for two Squishmallows in one. The series includes a shark/clown fish, a corgi/calico cat, a fawn/owl, a dragon/unicorn, an alpaca/ dragon, and a hedgehog/sloth.
Squishmallows
SPIN MASTER Spin Master will introduce Luvabella Snack Time this fall. Kids ages 4 and up can feed the doll different combinations of food to see it react in different ways. The doll includes five bowls, 10 food flavors, a bottle, and a soother. The GUND Kai Bear is a new Kai Bear character that comes in 12- and 18-inch versions. Designed for all ages, the plush bear will launch this spring. The GUND Kilowatt is a fuzzy, pink-and-red, 6-inch bird made from a soft material. Designed for all ages, the plush bird will launch this spring. Hatchimals Pixies Vacay is a line of collectible dolls dressed in outfits inspired by different locations, such as Tokyo, Paris, and Miami. Kids ages 5 and up can open the carry-on suitcase to reveal a pixie, a surprise accessory, a display stand, and themed stickers. There are two more mystery accessories inside the carry-ons. There is also a one-in-10 chance that a Hatchimal is hidden inside. The line will launch this spring.
HASBRO Hasbro expands the Baby Alive collection with Baby Alive Magical Mixer Baby Dolls. Kids ages 3 and up can make a treat for the baby doll using the working toy blender, powdered doll food packets, and water. The doll’s accessories include a spoon and a comb. Kids can also give her sips of water from her bottle, which will make her go to the bathroom in her diaper. Kids can feed their FurReal Poopalots Lil’ Wags a treat and take them for a walk. Then, kids can push down the pet’s tail to help it poop and use the included scoop to clean up afterward. Designed for kids ages 3 and up, Lil’ Wags are available as a poodle, a corgi, and a cat. The FurReal Poopalots Big Wags are larger Furreal pets that also leave a trail of poop behind as they walk. Kids ages 4 and up can clean it up with the included scooper. Big Wags are available in puppy and kitty assortments. Kids ages 4 and up can go on their own musical journey with the DreamWorks Trolls World Tour Pop-to-Rock Poppy, based on the movie Trolls World Tour. This musical doll has two different looks and two different sounds: pop and rock. Kids can hand Poppy her ukulele and push a button to hear a pop version of the song “Trolls Just Want to Have Fun.” When kids put the rock ‘n roll outfit on Poppy and hand her the electric guitar, they will hear a hard rock version of the same song. All items will be available this spring. 178 THE TOY BOOK | FEBRUARY 2020 | toybook.com
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DOLLS & PLUSH NSI INTERNATIONAL Four new characters join the lineup of Fuzzy Wubbles, from NSI International: Rainbow the Unicorn, Prince the Puppy-Corn, Cupid the Kitty-Corn, and Bubbles the Narwhal. Fuzzy Wubbles — Wubble Bubble Balls with stuffed animals on the outside — are now available in 18 characters, including 14 full-size Fuzzy Wubbles and four Fuzzy Wubble Babies. Each set includes one Fuzzy Wubble and one inflation nozzle, so that kids can inflate their fuzzy friend to play and then deflate it to store it away. The full line of Fuzzy Wubbles will be available this spring. Fuzzy Wubble Jigglers are fuzzy, soft, and cuddly balls that wiggle and jiggle. The pint-sized pets are the same size as Fuzzy Wubbles — 4 inches to 4.5 inches high. Kids can hug, squish, toss, and catch them. There are six Fuzzy Wubble Jigglers, all available this spring. All Fuzzy Wubble products are designed for kids ages 4 and up.
MOOSE TOYS Moose Toys expands its Scruff-a-Luvs line with new plush pets that start off as matted balls of fur. Kids can bathe and brush the scruffy ball to reveal and transform the pet. With Scruff-a-Luvs Fantasy, kids can rescue and mend the broken wings of three new characters: Pegicorn (Pegasus), Dragon, and Griffin. The Scruff-a-Luvs Scented characters feature rainbow, ombre fur with fruity, water-release scents, including banana, blueberry, and strawberry. Both Scruff-a-Luvs toys are recommended for kids ages 4 and up. The Cozy Dozy Koala is the newest addition to the Cozy Dozy line of soft, interactive teddy bears. Kids ages 2 and up can tickle the koala’s tummy, pat its head, or soothe it to sleep with its pacifier. All three products will be available this summer.
Fuzzy Wubble Jigglers
Cozy Dozy Koala
ZURU ZURU introduces Cuddles the So Soft Sloth, a lifelike robotic plush that features more than 100 sounds and movements. Debuting this fall, Cuddles can hold hands with kids, talk, sing, fart, sneeze, and drink. The plush sloth features patented Air-Mazing technology, which allows pressurized air to create different movements without robotic parts. Cuddles also comes with an interactive drink bottle. The Pets Alive range of animatronic plush expands with Fifi the Flossing Sloth. Kids can mimic Fifi’s floss-like dance moves, blinking eyes, and butt wiggle. Rainbow Boppi the Dancing Llama also joins the Pets Alive line. Boppi features a new rainbow-colored coat and includes three new songs. The Rainbocorns line will expand in the fall with Rainbocorns Wild Surprise Series 3. Kids can unbox multiple layers of surprises inside the sealed egg. There are seven new plush characters to collect, each with a fur pattern and a flappable sequin heart on its tummy. The Rainbocorns Sparkle Heart Surprise Series 2 includes six new characters for kids to reveal. All of the above products are designed for kids ages 3 and up.
Fifi the Flossing Sloth
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DOLLS & PLUSH ISCREAM CEPIA Cepia’s new Nuzzy Luvs are soft, newborn pets that fit into kids’ hands. Kids ages 4 and up can pet the plush animals or whisper sweetly, and the character can respond by moving its head and making animal sounds. Each Nuzzy Luvs makes sounds corresponding to different moods to indicate whether it is happy, sleepy, scared, or wants attention. There are eight Nuzzy Luvs pets to collect this summer.
HORIZON GROUP USA This spring, Horizon Group USA introduces Story Magic Wooden Dress Up Dolls for kids ages 4 and up. Kids can play pretend with the double-sided, wooden doll and customize its outfit with more than 40 included magnetic fashion pieces. The wooden packaging doubles as a playset with two themed inserts. Themes include space, underwater, and unicorn. Each Story Magic set includes a miniature storybook maker for kids to tell a story with the scenes they create.
Iscream will introduce new pillows and plush this spring. The cozy Shark Lounge Pillow offers arm and back support for kids to lounge. Ocean friends, such as jellyfish, starfish, and seahorses turn bedtime into an oceanic adventure with the Furry Sea Creatures Stuffed Animal Collections These creatures are made out of a soft, furry fleece. The Hot Dog Stuffed Animal is a dachshund puppy wrapped in a hot dog bun made of soft fleece. Furry Sea Creatures Stuffed Animal Collection Jellyfish
JUST PLAY
Blue’s Clues & You! Dance-Along Blue Plush
Just Play introduces the Blue’s Clues & You! Dance-Along Blue Plush this fall, featuring Josh’s Handy Dandy Guitar as a controller. Kids can press the buttons on the controller to activate motions and sounds, including the Blue’s Clues & You! theme song. When kids press the guitar strings while Blue is dancing, the song’s speed changes. The Hairdorables Hairmazing Fashion Dolls are 10.5-inch, fully articulated dolls. The box doubles as a runway for the doll and features four compartments with six surprises inside. The dolls will launch this spring. Kids can style and make music with DreamWorks Trolls World Tour Color Poppin’ Poppy, an interactive plush troll that features five different modes of play. Kids can style Poppy’s hair in Paint mode, play games in Games mode, mix music in DJ mode, play instruments and sing songs in Music mode, and create a light show in Dance mode. Available this spring, the Poppy plush says more than 30 phrases. The Illumination Minions 2: The Rise of Gru Boogie Dancing Bob is an 11-inch plush launching this spring. When kids touch Bob’s hand, the plush minion will play a song and dance. All of the above products are designed for kids ages 3 and up.
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DOLLS & PLUSH
DOUGLAS CO. Douglas Co. is expanding its DLux Collection of realistic-feeling plush animals, incorporating lush fabric with texture and rich colors that identify the animal’s breed. Additions include Farrah the Afghan, Jake the Black Lab, Thor the Leonberger, and Oscar the Maine Coon Cat. A few farm animals — including Lucia the Llama, Levi the Brown Spotted Pig, Wallace the Highland Cow, Seth the Mountain Goat, and Gisele the Goat — are also joining the DLux Collection. All DLux animals are designed for kids ages 3 and up and will be available this spring. Seth the Mountain Goat
YUME TOYS
LITTLE REBELS Little Rebels is a plush doll collection coming this spring inspired by iconic women, such as Malala, Marie Curie, and Amelia Earhart, among others. Once kids scan each doll on the augmented reality app, a video appears and shares the story of the woman each doll represents. Little Rebels partnered with the Malala Fund and new foundations focused on girls’ education, so a percentage of sales go to girls’ education worldwide.
Scary movie fans ages 13 and up can relive their favorite movie moments with a line of 6-Inch Horror Plushies, from YuMe Toys, featuring Gizmo, Annabelle, Pennywise, Jason, and Beetlejuice. When kids squeeze the soft chibi figure, they will hear one of three movie quotes. Some of the characters will also be available as 12-Inch Horror Plushies and 8-inch Horror Huggables. All three products will be available in August. The Creepy Regan MacNeil doll brings the character from The Exorcist into the homes of fans ages 13 and up this summer. Beetlejuice This fall, kids ages 3 and up can cuddle Horror Huggable characters from DC Comics and classic holiday movies as 6-Inch Holiday Plushies. When kids press the plush’s chest, they will activate festive holiday music.
IMC TOYS This fall, IMC Toys will add Cry Babies Goodnight Coney to its Cry Babies collection. Coney is the softest Cry Baby yet, and when kids remove her pacifier, her tears light up while she makes realistic baby sounds. Putting the pacifier back in makes her face glow with a night light effect, and pressing her belly plays five soothing lullabies. Goodnight Coney helps kids transition from playtime into naptime. The Cry Babies Collection also expands with the Cry Babies Lizzy and Cry Babies Daisy dolls, available this fall. Kids can watch these dolls cry real tears and hear them make realistic baby noises. Lizzy wears a peacock onesie, while Daisy wears a cat onesie. This spring, Billy the Little Shark joins IMC’s Club Petz line. Kids can hug this plush shark to hear it laugh and make more than 10 sounds. The Little Narwal Corally Billy the Little Shark has a sister, Club Petz The Little Narwhal Corally. Kids can give her cuddles and attention to make her glittery horn light up in different colors and hear her make more than 10 sounds. All of these new Cry Babies and Club Petz dolls and plush are designed for babies 18 months and up.
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MADAME ALEXANDER DOLL CO.
BLANKEY PLUSH TOYS Blankey Plush Toys introduces a plush toy based on the character Blankey from the Luvable Characters Book My Friend Blankey. The 12inch toy is designed for kids of all ages. It will also be available in a set that includes both the book and an interactive DVD.
Madame Alexander Doll Co. introduces Little Cuties. The 8-inch baby dolls are designed for newborns. Launching this spring, the dolls feature soft, fabric bodies and colorful, removable outfits.
KEEL TOYS Keel Toys launches Cuddleco, a new line of soft plush animals made with 100% recycled materials — including the packaging. Each character is manufactured and stuffed with recycled polyester sourced from plastic waste and is weighted with recycled glass beads. The Cuddleco lineup features endangered animals, such as the sloth, the tiger, the snow leopard, the polar bear, the panda, and more.
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DOLLS & PLUSH
BEVERLY HILLS TEDDY BEAR CO. Beverly Hills Teddy Bear Co. welcomes Floops, a forever-looping plush. Kids can flip Floops to reveal a silly character on one side, then flip it again for a sweet and cuddly friend on the “floop� side. The Squeezamals brand expands with Squeezamals: Unicorn Stable. The reusable unicorn stable comes with five exclusive Squeezamals characters, and each pack comes with a unicorn plush, two treats, and two unicorn pals. Kids can go on a royal adventure from playtime to bedtime with the Tiny Tukkins Castle and a cuddly range of new Tiny Tukkins playsets, mystery characters, and accessories. All three products are designed for kids ages 6 and up.
FOLKMANIS The Unicorn Music Box puppet, from Folkmanis, features a metallic, rose-gold, spiraled horn; long eyelashes; and a pink mane and tail with floral accents. Kids ages 3 and up can animate its mouth and wind its tail to activate the music box.
Floops
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JAZWARES Hug-A-Pet plush animals hug kids back. Each plush animal features a secret pocket that kids can use to hide items. The new line includes a puppy, a unicorn, a dinosaur, and more.
JAKKS PACIFIC The My Friend Princess Dolls, from Jakks Pacific, are 15-inch dolls of Disney Princess characters in their classic dresses. Each doll features glitter eyes, a headband tiara, and soft shoes. Designed for kids ages 3 and up, the dolls will be available this fall. Jakks Pacific will release two new waves of Sonic the Hedgehog 7-Inch Plush this year. The spring wave includes Sonic, Super Sonic, Amy, and Mighty, while the fall wave includes Sonic, Tails, Knuckles, and Mighty. There will also be 20-inch Sonic Jumbo Plush this fall, featuring Sonic and Tails. Each jumbo plush has Velcro on its hands so the characters can connect like they do in the game. This spring, kids can also bring home plush inspired by the Sonic the Hedgehog movie. The Sonic Baby Plush are 8.5inch plush styled after baby Sonic from the movie. Kids can shake the 13-inch Talking Sonic Plush to hear three sound effects from the movie, or press Sonic’s left hand to hear one of seven phrases. All Sonic plush characters are designed for kids ages 3 and up. Sonic Baby Plush
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DOLLS & PLUSH SMARTZONE
BASIC FUN! Basic Fun! expands its Cutetitos line with series four: Cutetitos Fruititos. Kids can unwrap the fruit-themed blanket to reveal a soft, stuffed animal. There are four scented fruit wraps (watermelon, kiwi, orange, and dragon fruit) and 12 different plush animals to collect. Each Cutetitos Fruititos features a fruit scent that matches its wrap, a patterned design, and a “fruit spot” that shows if its personality is fruity, berry fruity, extra fruity, or super fruity. Each of the Cutetitos Fruititos includes a pet collector card with information about the pet, such as its species, name, and birthdate. Cutetitos Babitos Series 2 are baby stuffed animals wrapped in mini waffle cone blankets, stuffed inside pretend ice cream cones. Each animal comes in a blue or pink diaper for a gender-reveal surprise. There are 12 baby animals to collect, each featuring a sweet spot that indicates if its personality is sweet, so sweet, extra sweet, or super sweet. Each of the Cutetitos Babitos includes a pet collector card with information about the pet, such as its species, name, birthdate, gender, and sweetness level. All Cuteitos are designed for kids ages 3 and up and will launch this spring.
The latest Kenya doll from SmartZone is Streak and Style Kenya, whose long hair features light streaks that kids can color. The doll comes with pink and aqua color streakers. Kids can wash Kenya’s hair with baby shampoo to remove the colors and start again. She also comes with salon accessories for kids to style, curl, braid, and bead Kenya’s hair.
Cuteitoes Babitos Series 2
STEIFF
COROLLE
Steiff introduces the Tulu Giraffe Squeaker, a soft plush giraffe that features colorful grip points for babies to learn to grab and feel. As kids squeeze Tulu, the plush makes an affectionate sound through the speaker inside. The plush fabric is machine washable and features Steiff’s signature “button in ear” design. Steiff adds Fritzy Fox to its Soft Cuddly Friends line. The fox is handmade from soft reddish-brown faux fur with beige-colored inner ears, paws, and feet. Details on the corners of its eyes and mouth give the fox a friendly expression. Designed for kids ages 2 and up, the plush also features Steiff’s “button in ear” style.
Corolle continues its signature line of vanilla-scented dolls with two new toys for kids ages 2 and up. Louise is a 14-inch baby doll made of soft vinyl. She comes dressed in a floral pants set, a matching headband, and removable pink shoes. Praline, Néphélie, Céleste, and Iris are all part of the Rainbow Doll collection. Each comes with long, brightly colored hair that is easy to style. Outfits vary by doll, but Praline comes in a unicorn-print dress. Praline Rainbow Doll
Fritzy Fox
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GAMES & PUZZLES
WINNING MOVES GAMES
Super Jock Soccer
JAKKS PACIFIC H20 No! The Connected Trivia Game, from Jakks Pacific, works with Amazon Alexa or a companion app to test players’ trivia knowledge. Players ages 13 and up speak into the microphone-shaped system to answer the question. If a player gets the answer wrong, the game squirts water in their face. In Electronic Pull My Finger, players ages 4 and up take turns spinning the spinner and pulling on the monkey’s finger. With each pull of its finger, the monkey’s butt inflates until he lets out a fart. The player who doesn’t make the monkey fart wins the game. This updated, electronic version of the game features louder sound effects and more than 20 different farts. Jakks Pacific is bringing back the Super Jock Game franchise from the ‘70s and ‘80s with Super Jock Football and Super Jock Soccer. In these games, players ages 4 and up slam the kicker’s head to kick the ball up to 10 feet toward the goal or field goal. All four games will be available this fall.
SPIN MASTER Spin Master will launch new games this fall, including Grouch Couch, a game in which players must spin the Cat Spinner to determine the number of treats they can feed Grouch Couch. Kids ages 5 and up can press the remote to awaken the Grouch Couch, which will award players with missing toy tokens. The player with the most missing tokens wins the game. Spray Off Play Off is a trivia battle in which kids ages 8 and up can play against their parents. The goal is to beat the clock, otherwise players will get sprayed. If a player gets three strikes, they lose the round, and the first team to win five rounds wins the game. With Hevesh 5 Topling Dominoes, kids ages 5 and up can build domino structures based on models provided by YouTube domino artist Lily Hevesh. Tutorial videos will be available on YouTube to guide kids as they construct their domino masterpieces. In Hot Words, players ages 12 and up choose from different words as they race to give teammates the best descriptions and clues without saying the forbidden words. Cone of Shame is a trivia game in which players ages 12 and up can answer common sense questions or questions about their personal lives. Players must guess the answer closest to the correct number, and the player with the worst answer must wear the cone of shame.
Winning Moves Games updates the family-friendly dice game Double Trouble. Designed for kids ages 8 and up, the game comes with two Pop-O-Matic Dice Rollers and detour wheels to use against opponents. On each turn, players pop dice rollers to move along the gameboard on the way to the Finish space. With Risk Europe, players ages 14 and up become medieval rulers trying to take over the continent and expand their kingdom in this strategic game. Using tactical planning and dice rolling maneuvers, one player will move across the game board to reign supreme and win. A new version of Hūsker Dū updates the picture-matching memory game with new, colorful images. Kids ages 4 and up search for matching objects along the gameboard as they learn memory and matching skills. For every correct match, players earn a peg. The player who collects the most pegs at the end of the game wins. Kids ages 8 and up can attempt to solve Rubik’s Orbit, a new take on the Rubik’s 2x2 puzzle. Players can try to get all six sides of the 360-degree rings to match the Rubik’s color all the way around the sphere. Plus, in celebration of the iconic puzzle’s 40th anniversary, kids can try to solve the Rubik’s Cube 40th Anniversary Edition, which is now available in metallic colors.
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GAMES & PUZZLES
RIDLEY’S GAMES Ridley’s Games introduces Drawsome People, a game in which players ages 11 and up can draw celebrities, characters, and their fellow players. Players can roll the dice at the beginning of each normal round to receive a card that will determine who or what everyone will draw, such as a mashup combination of two people or a wedding in which players must draw the fictional nuptials of any two people on their card. There are also bonus cards featuring challenges, such as drawing one of the game players as a vegetable. The person with the most points at the end of five rounds wins the game. No Llamas is a card game in which players aim to be the first to collect three llama tokens. Kids ages 8 and up can play their llamas together to form herds, try to lose their llamas, or play the best llamas to win. Players must match or beat the llama card on the discard pile by playing a single card or starting a herd with more than one matching llama card. To win, one player must discard all of their cards, play a card that no one else can match or beat, or play the fourth card of a kind to complete a herd.
FAT BRAIN TOY CO. In GridBlock, from Fat Brain Toy Co., kids ages 8 and up can take turns placing their game pieces onto the grid. Players must touch pieces of the same color together, but without letting pieces of the same shape touch.
PLAYMONSTER PlayMonster launches Break In, a line of cooperative, experiential games. Inside of the box, players will find a 3D shape with graphics representing the area they are trying to break into. Players then pick up cards and move around the gameboard, solving puzzles and uncovering clues to progress. The line includes three titles: Area 51, Alcatraz, and Chichén Itzá. Each title has a different level of difficulty and is designed for up to six players ages 12 and up. In Drone Home, kids ages 6 and up race to launch their aliens down ramps and into a real drone. When an alien lands in the drone, it will start up and fly. Other players can attempt to sabotage the flight by knocking out their opponent’s alien. To win the game, players must get rid of all of their aliens. Kids ages 5 and up compete to stack colored cups in Stacktopus. Designed for one to three players, this game includes colorful cards that show cup configurations for kids to match. Stacking is challenging, though, because each player must wear three silly sea fingers and use only those fingers to hold and maneuver the cups. Trailz is a strategy game for kids ages 7 and up in which two players compete as shrooms and slugs, trying to out-maneuver each other to get to the other side of the gameboard. In Reign, a battle royale game for kids ages 8 and up, players compete to be the last faction standing on a shrinking, break-away gameboard. Each player controls one of the factions — Droids, Samuaris, Barbarians, or Super Soldiers — as they race to safety on the board.
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MASTERPIECES MasterPieces celebrates its 25th anniversary this year with new games and puzzles, including an assortment of licensed Coca-Cola games, such as Coca-Cola-Opoly, which features classic Coca-Cola graphics; and Coca-Cola Checkers, which features pieces shaped like Coke bottle caps. Through a licensing agreement with Scholastic, MasterPieces will launch a line of Clifford the Big Red Dog products, including the Sing-A-Long 24-Piece Sound Puzzle. The puzzle features a push-button sound chip that plays a 30-second clip of the “Clifford the Big Red Dog” song. What the Fact? is a trivia game designed for players ages 12 and up. In this multiple-choice game, players use strategy and luck to correctly answer more than 1,000 included questions, which cover various topics. MasterPieces expands its Masterpiece Puzzles line with a selection of famous paintings. These 1,000-piece puzzles include Starry Night, The Kiss, A Sunday on La Grande Jatte, and the Mona Lisa. The company also introduces Contour Puzzles, which are 1,000-piece jigsaw puzzles in the shape of the U.S., a hot rod, a tractor, a tropical fish, a wild horse, and a butterfly.
ART’S IDEAS Art’s Ideas updated Jenga Throw ’n Go with six colors and new packaging. Players ages 8 and up roll the die and move one of the corresponding 54 colored hardwood blocks. The game will only be available to specialty retailers. Art’s Ideas has multiple versions of Jenga Giant, a game in which players move around the giant Jenga tower and remove and restack blocks. Designed for kids ages 6 and up, Jenga Giant Family starts with the tower at 18 inches and can be safely stacked to more than 3 feet high. Jenga Giant Genuine is designed for players ages 8 and up, and lets players stack the blocks up to 4 feet high. With the available Booster Pack, players can continue stacking up to 5 feet. Jenga Giant Premium is a gift set designed for players ages 10 and up and can be stacked up to 3 feet high. Jenga Premium is a limited-edition game designed for players ages 10 and up. This set features 54 blocks in a classically elegant design. The blocks stand on an acrylic base for added visual appeal. The heavyweight box is bound with textured paper and stamped copper foil. Jenga Ocean is an eco-friendly game made from 100% recycled fish nets. Designed for kids ages 6 and up, it features special Jenga Ocean “save the sea animals” rules. Each game features 54 Classic Jenga-sized blocks made from more than 25 square feet of nets.
GEORGE & CO. George & Co.’s Big LCR Left Center Right dice game features jumbo dice made of EVA foam and chips made of durable plastic. Kids ages 5 and up can play the game inside or outside.
Jenga Throw ‘n Go
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GAMES & PUZZLES
HOG WILD
MINDWARE Rock, Paper, Switch is a strategy game, from MindWare, that combines chess with Rock, Paper, Scissors. Kids ages 8 and up can move across the board while remembering paper covers rock and scissors cut paper. Switch tiles can also change the game turn by turn. Triumph of the Temple is the reconstruction strategy game that lets kids ages 8 and up piece together a broken pyramid in ancient Egypt. MindWare adds two new puzzles to its Peaceable Kingdom brand. Scratch and Sniff Puzzle: Sweet Smells Bakery and Dinosaur Floor Puzzle are both designed for kids ages 5 and up and appeal to the senses with sweet smells or super shiny visuals.
Hog Wild launches Pizza Party Throwdown, a game designed for kids ages 8 and up. Players have 30 seconds to throw their color-coded ingredients — pepperoni, peppers, mushrooms, and anchovies — onto the rotating pizza gameboard before it finishes baking. There are three different challenges of varying difficulties. Launching this summer, the game includes a rotating pizza gameboard with a built-in timer, four launchers, and 32 ingredients.
DUNCAN With the Magnetic Block Puzzle, from Duncan, kids ages 3 and up can build, stack, solve, create, and learn. Kids can stack the seven magnetic block bundles together to create shapes, solve them into a perfect cube, or solve other puzzles. There are 120 magnets inside the cubes that lock the pieces together in hundreds of different configurations. Kids can use the included builder cards to complete easy or challenging puzzles.
4D BRANDS With Scratch-Off Puzzles, from 4D Brands, kids can piece together a historical map of New York City, as it was in 1873. Once completed, kids can scratch the 1,000-piece puzzle’s image of the city skyline to reveal a new illustration of the modern skyline. Each product comes with a Scratch Tool and an image of the original skyline. The back of each puzzle also features the original image, so even after kids scratch the historical map off, they can still see the original image on the back.
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THAMES & KOSMOS Thames & Kosmos will debut four new Exit: The Game titles this spring and fall. In Exit: Theft on the Mississippi, players ages 12 and up can solve the robbery on the Mississippi River by discovering the robber’s identity before their riverboat reaches New Orleans. Players ages 10 and up can board a flight bound for Barbados in Exit: The Stormy Flight and solve flight crew riddles, repair the plane, and attempt to land safely during an electrical storm that causes technical failures. In Exit: The Enchanted Forest, players ages 10 and up must try to escape a fairytale world by solving puzzles and meeting different creatures. And finally, Exit: The Cemetery of The Knight is a game in which players ages 16 and up must unlock the secrets of darkness and uncover hidden treasure. Available this fall, Adventure Games: Volcano Island is a board game that is played in four chapters. Players ages 12 and up have to explore spaces, combine items, find clues, communicate, and make the right choices to win the game. Kids can work cooperatively with other players and take on the roles of four students looking into strange occurrences that have occurred in the game. Coming this summer, My City is a customizable, 30-minute game that uses the Legacy system. Kids ages 10 and up can use stickers to alter the gameboard and cards to create a game that changes every time they play. Kids can also play the game in a static mode. The Crew is a cooperative game in which players work as a team and assume the role of a crew on an expedition to confirm the existence of a ninth planet at the edge of the solar system. Available this spring, the game features 50 different missions and is designed for kids ages 10 and up. The Liberation of Rietburg: A Game in the World of Andor is another cooperative game set in the world of The Legends of Andor. In this board game, players ages 10 and up must fight the monsters of Andor and reclaim King Brandur’s fortress. During the game, kids take on the role of a hero and can work together by using their special abilities.
YULU Popcorn Poppin’, from YULU, is a fast-paced game in which players pass a popcorn bucket before the popcorn pieces pop up. As the timer counts down, kids will follow the instructions they roll on the pop-up die. The goal is to quickly pass the bucket before the pieces pop. Popcorn Poppin’ will be available this spring and is designed for kids ages 6 and up.
WREBBIT 3D Wrebbit 3D introduces the Harry Potter Hogsmeade the Three Broomsticks 3D Jigsaw Puzzle. Designed for teens ages 12 and up, puzzlers can use 395 pieces to build a scene of the Three Broomsticks pub in Hogsmeade from Harry Potter. The puzzle depicts the iconic pub in a winter setting.
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UNIVERSITY GAMES New from University Games, Yes Chef! is a fast-paced action game for kids ages 5 and up. Players race to stack their cards to match the next order up and earn order cards. Stakz is a simple strategy game in which players ages 6 and up have to be the first to get rid of all of their Stakz tiles. Three new titles are on the way for gamers ages 12 and up. In Danger Noodle, players race to collect 30 points worth of animal cards that come with unique names, such as Chubby Unicorns or Formal Chickens. Players need to work together to collect $50,000 in cold, hard cash in Dumb Criminals. Heists can easily turn sideways, and players must guess whether a ridiculous robbery tale is true or false. In Murder Mystery Case Files — Underwood Cellars, players have to collaborate to discover the motive, means, and opportunity of an unsolved murder.
AUTRUCHE Autruche will distribute new licensed jigsaw puzzles from Heye this year, including some with Zozoville images. The company is also introducing a family of fast-paced travel games, including dice in a tin box and puzzle pieces in a carrying bag.
HASBRO Operation: Pet Scan, from Hasbro, is a new edition of the classic Operation board game, in which Cavity Sam’s dog RexRay has eaten a bunch of things he shouldn’t have, such as homework, socks, bunny slippers, and a dog bone. Players ages 6 and up try to help him feel better by removing the ailments one at a time. Kids drop each ailment into the dog’s mouth and use the magnetic dog-o-scope to guide it along its belly and out its tail end. If the buzzer sounds, the ailment drops, and if it falls out of his belly, that player ends their turn. Each ailment successfully removed counts as a point, and the player with the most points wins the game. Sky Score is a skill and action game that challenges kids ages 8 and up to launch spinners into the air. Kids pull the lever on the launcher to send the spinner flying, aiming to land right through the poles and zones on the board. The game requires skill, patience, and a bit of luck. Kids can rack up points and keep playing until one player has landed all four of their spinners in the scoring zones. If a player’s spinner lands right through the backboard slot, it triggers an instant win. Deer Pong features Bucky the Stag, a talking deer who amps up the fun in this frantic race to be the first team to land three balls in the antler cups. The game also features a joke mode that kid can use to hear Bucky tell jokes and funny phrases. The game is designed for kids ages 8 and up. In Monopoly House Divided, players can celebrate the ups and downs of an election campaign. A new spin on the classic board game lets players ages 8 and up buy states, earn votes, and collect rent. Players can even establish a Campaign Headquarters to earn more votes, and Executive Power and I Voted cards replace Chance and Community Chest. Those who are lucky enough to get the White House token can double the rent they charge other players and add more votes at the end of the game. When all the states are claimed, the candidate with the most votes is the winner. Connect 4 Blast! combines Connect 4 gameplay with NERF dart blasting. Players ages 8 and up strategically shoot at the colored discs using the included NERF blasters and NERF foam darts. Players shoot simultaneously in an attempt to be the first player to get four discs of their color in a row.
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GAMES & PUZZLES Jelly Belly Scented Mosaic Puzzle
HUNT A KILLER This summer, Hunt a Killer launches Death at the Dive Bar, a who-done-it game in which players ages 13 and up take on the role of a detective and try to solve the murder of Nick Webster at Old Scratch Tavern. Players must review notes, letters, and other evidence to determine the motives, means, and opportunities of the suspects. To crack the case, players must compare forensic details about the scene of the crime to narrow down suspects and decipher coded messages to open a deposit bag in which the victim hid evidence.
LITTLE KIDS Just in time for Easter, Little Kids introduces the Jelly Belly Scented Mosaic Puzzle this spring. Kids can solve the cherry-scented, 24-piece puzzle to create an Easter bunny mosaic jellybean image. The Easter Game Assortment is also new this spring, complete with Bunny Bingo, Memory, and Chick Tac Toe. Both the puzzle and the games assortment are designed for kids ages 3 and up and feature resealable pouch packaging for easy storage.
BUFFALO GAMES Buffalo Games brings scenes from The Mandalorian to puzzlers ages 14 and up. The Child 500-Piece Star Wars Jigsaw Puzzle features artwork from the Disney+ original series. In this puzzle, The Mandalorian is carrying The Child back to his ship after fighting off an ambush of rival bounty hunters. The Pokémon Frames 2000-Piece Jigsaw Puzzle features a colorful gallery of fierce and playful Pokémon for fans ages 14 and up. Pikachu, Eevee, Charizard, Jigglypuff, Mewtwo, Ditto, and more classic Pokémon appear in the puzzle, part of Buffalo Games’ new Art of Play 2000-piece puzzle series. Buffalo Games’ Chuckle & Roar line will feature a new 100-piece Happy Easter Egg-Shaped Jigsaw Puzzle for kids ages 6 and up. The Easter-themed puzzle features an Easter bunny, chicks, jellybeans, and decorated eggs. Kids ages 4 and up can practice counting up to 10 while searching for fun critters in the Chuckle & Roar Seek and Find Floor Puzzle, a giant floor puzzle measuring 3 feet by 2 feet. The Chuckle & Roar Easter Egg Hunt Matching Game is a learning game in which kids ages 3 and up can build memory skills while matching festive Easter egg tiles made of durable, thick cardboard. All of these items will be available this spring.
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FUNKO GAMES Funko Games is expanding its line of Funkoverse strategy games with two new versions for players ages 10 and up. Available this spring, the Jurassic Park #100 is designed for two to four players ages 10 and up. Players can move through memorable locations, such as the Visitor’s Center and the Raptor Paddock, as they use their characters’ unique abilities to capture points and achieve victory. The game includes Ray Arnold and Dr. Ellie Sattler Pop! figures. Jurassic Park #101 brings in Dr. Ian Malcom and a Velociraptor. The game will be available in March. Kids can immerse themselves in the jet-set era of Pan Am with a new version of the strategy game, which will be available in August. In the game, players can run their own airline, expand their fleet of planes, build airports, outbid rivals for landing rights, and create their own travel network. Funko brings the king of monsters to the tabletop with Godzilla. Players choose between Godzilla, Mothra, Megalon, or King Ghidorah, and battle in an epic throwdown across a classic Tokyo cityscape. Players will master each Kaiju’s unique battle cards to unleash attacks and amass more dominance over the other Kaiju. The game includes 13 scuplted buildings Kaiju can knock down by throwing vehicles and other Kaiju. The modular gameboard lets players create a different city structure every time they play. Designed for two to four players ages 10 and up, the game will be available this summer.
MUKIKIM
WOWWEE Hands Full, from WowWee, is a game that challenges players to keep their hands full while they jump, high five, shake, twist, dance, and more. Kids can play the game in solo mode, team mode, or compete to be the last one standing in survivor mode. Hands Full features three different games, 15 moves, and more than 1 million game combinations. It will be available in the fall.
Portable play continues with MukikiM’s Rattled, a fast-paced word scramble game. Players ages 8 and up can shake the rattle to mix up the letters as they magically appear on both sides, keeping score with the built-in score keeper and racing against the 30-second timer that can be stored in the handle. MukikiM also introduces Shakewave, a tower-stacking game in which players ages 6 and up stack weighted rollers to form a shaky, wobbly tower. The last player to stack their rollers without causing the tower to collapse wins the game. Both games will be available in the spring.
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GAMES & PUZZLES AUTHENTIC AGILITY GAMES GOLIATH In Burping Bobby, from Goliath, kids ages 4 and up can take turns feeding the hippo. When Burping Bobby gets full, his mouth pops open and releases a loud burp and water vapor. Rattlesnake Jake is a game in which kids ages 4 and up take turns trying to steal gold from the rattlesnake. If kids aren’t sneaky enough, his neck will jump out at them, causing them to lose their gold. In TP ME, kids ages 5 and up can take turns wearing a tree headband while other players launch their rolls of toilet paper into the tree using a catapult. Players get a point for each roll they’ve snagged and the player wearing the tree headband gets a point for each roll they catch. The player with the most points wins the game. Unsolved Case Files is a game that puts players ages 13 and up into the shoes of a cold case detective. Players must work together to solve a murder that happened decades ago using the original investigator’s case file, complete with three clues. If players get stumped, they can visit an online answer page for help. If they don’t have the right answer, they can keep investigating without being spoiled by the right answers. All of these new games will be available in the fall.
What’s Wrong with GrownUps?, a card game from Authentic Agility Games, aims to engage young adults. Parents can use the 500-question, five-category card game to create an open, two-way dialogue to make new connections and deepen their bonds with their teenagers.
BANANAGRAMS In Appletters, from Bananagrams, two to four players take turns to build a “word worm.” The first player to use all of their tiles by adding letters to the head or tail of the word grid wins the game. Appletters is designed for kids ages 5 and up. In Game Face, players draw on a clear, plastic mask worn over their own, or someone else’s, face to win points. One player pulls a card and starts drawing while other players try to guess who or what they’re drawing. Game Face is designed for three or more players ages 10 and up. Word-A-Melon is a word search game designed for two to four players ages 6 and up. Players take turns rolling the die, flipping the cardboard letter chips, and creating words with the overturned letters. Unused letters are flipped back over, so players must be sure to use their melon to remember where they are. The player with the most chips wins the game. In Gurms, players ages 6 and up choose one of four pawns and take turns placing tiles one at a time on a shared grid in an attempt to complete as many of their characters’ symbols as possible. Players score additional points for groupings of the same symbol.
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GAMES & PUZZLES FAR OUT TOYS Far Out Toys expands its line of games with Snot Nose, in which players ages 5 and up take turns pulling a slimy booger out of the oversized nose. If the booger comes out cleanly, they are still in the game, but if they get a Snot Gush, they are out. The game comes with a wearable snot nose and make-your-own slime packets, and will be available in the spring. Kids ages 5 and up can help a lobster escape from a soup pot in Hot Pot Lobster. The game comes with a silly lobster, a soup pot, vegetable pieces, and a spoon. In Tic Tak Pop Block, kids ages 8 and up can use their blaster to knock out all four of their opponent’s pegs and send them flying. The game requires attacking and blocking at high speeds. For kids ages 3 and up, Ryan’s World Surprise Reveal Board Game combines surprise reveals with classic game play. Players move around the board to find mystery eggs, which are filled with different surprises. Hot Pot Lobster, Tic Tak Pop Block, and Ryan’s World Surprise Reveal Board Game will be available in the fall.
BRIO Available this spring, Brio’s Pinball Challenge puts two players ages and 6 and up in a head-to-head challenge. Players must be quick on the flippers to score a goal against their opponent. The best of five rounds wins the game. The game has real pinball features and is designed to resemble an arcade game.
Hot Pot Lobster
CONTINUUM GAMES Continuum Games presents Tentacle Tantrum, a game in which kids ages 3 and up can roll the dice and snatch matching sea creatures with the included suction cup. Kids can match sea creatures by color or by species, and the player with the most collected creatures wins the game. Banana Blitz, Banana Graba, available this spring, is a game that encourages kids ages 6 and up to challenge their thinking skills. Each round, kids can complete a written sequence, such as 1-100 or A-Z. The player with the banana pen must write the sequence as fast as they can. The first player to complete the sequence wins. Kids ages 3 and up can take on the role of a bug in Grub Grab. Kids can mold bugs from dough and bash other bugs with the shoe as they try to collect treats without getting trampled.
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ASK ME ANYTHING Ask Me Anything introduces its namesake game, Ask Me Anything, a simple card game in which players engage in potentially outrageous conversation. Designed for adults ages 17 and up, players learn about each other through 500 thought-provoking questions across five categories: Story Time, Yay or Nay, Choices, The Lesser Evil, and WWYD?
GAMES BY BICYCLE Games by Bicycle presents Tattoo Stories, a drawing party game. Players ages 12 and up can engage in quick-paced tattoo competitions in which they must design tattoos and tell the best story to win the most points. The game includes a dry erase board and a marker that players use to draw. One player is dubbed the customer and selects five cards with tattoo elements that should be included in the design, then the other players — playing as tattoo artists — have three minutes to ask the customer questions and create tattoos. After three minutes, each player reveals their tattoo to the group and pitches their design to the customer. The customer selects a winner and awards them a card. The player with the most cards wins the game.
THINKFUN ThinkFun launches the Minecraft Magnetic Travel Puzzle, a game of deductive reasoning that will be available this winter. Kids ages 8 and up must use positive and negative visual clues to place magnetic Minecraft weapons and armor on the crafting table in the correct order. Dog Crimes is the follow-up to ThinkFun’s deductive reasoning game, Cat Crimes. Available this spring, the game features a different cast of characters and 40 mysteries for kids ages 8 and up to solve. Moon Spinner is a lunar-themed puzzle game that features six multicolored circles that are connected to form crescent moon-shaped patterns and various colored sections. Kids ages 8 and up can rotate each shape to reposition different sections of the puzzle and figure out how to rotate sections back to its starting position. Pocket Brainteasers is a collection of the world’s best brainteasers. The collection includes 4-Piece Jigsaw, 4-T puzzle, The Fifth Chair, Rec-Tangle, and Wing It. The puzzles provide mental challenges kids ages 8 and up can attempt to solve. In Chicken War, kids ages 8 and up can build a chicken army. Kids secretly select one chicken to serve as the leader and add recruits that share two characteristics with their leader. Other players try to guess who the leader is, and if they guess correctly, the person who selected that leader is out of the game. In Escape the Room 3: The Cursed Dollhouse, players ages 13 and up can explore a 3D doll house and solve puzzles to escape. The game is suitable for one to four players and will be available this summer.
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COMPANY NAME Cra-Z-Art is set to expand its line of craft and activity products with new paint-by-numbers kits, activity fun packs, velvet posters, make-your-own and color-your-own activity sets, a coloring and activity backpack, a transfer tattoo maker, stickers, and more. The company will also bring Peppa Pig into the activity category with the Peppa Pig Mold n’ Play 3D Figure Maker. Designed for kids ages 3 and up, the creativity set includes Softee Dough modeling compound in seven colors; four 3-D figure molds of Peppa, George, Mummy Pig, and Daddy Pig; and accessories. Designed for kids ages 3 and up, the creativity set includes Softee Dough modeling compound in seven colors; four 3-D figure molds of Peppa, George, Mummy Pig, and Daddy Pig; and accessories.
BREAKING GAMES Dwellings of Eldervale, from Breaking Games, is a worker placement game designed for players ages 14 and up and set in a once-lost magical world. Giant elemental monsters roam while dragons, wizards, and warriors battle for dominance over eight realms. Players control unique factions seeking to adventure, battle, grow in power, and ultimately, dwell in Eldervale, shaping it to their vision. The game will be available this summer. Available this spring, Deck Construction challenges players ages 8 and up to take turns adding parts to the house of cards while collecting blueprints and earning “builder’s bonus” coins. Players must avoid collapses as they build (or bribe) their way to victory.
Avenir Light, 7pt, 9pt
STARLUX GAMES Starlux Games will launch Protectors of the Rainbow: A Glowing Scavenger Hunt Game this spring. Designed for kids ages 4 and up, players aim to get back the colors of the rainbow in this Easter egg hunt-inspired game. Kids will run, tag, and hide using glow-in-the-dark crystals, a light-up rainbow, and imaginative, mythical character roles.
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INFANT & PRESCHOOL
TEK NEK TOYS
THE LEARNING JOURNEY
Tek Nek Toys introduces the Rockin’ Rider Silver Spring Horse for kids ages 2 and up. Kids can ride the plush rocking horse and pull on his reins, pat his snout, or tap his hindquarters to activate more than 25 realistic sound effects. Silver sings the “I’m a Little Pony” song when kids press his right ear. The ride-on features motion-activated galloping at three different speeds as kids ride. Kids ages 3 and up can sit on the plush Rockin’ Rider Magical 6-Volt Unicorn. The ride-on can move on any surface with its rubber grip tires, and it includes textured handgrips and footrests. Magical sings the “I’m a Magical Unicorn” song when kids squeeze her left ear, and she says six different phrases when kids press her right ear. Magical comes with a glitter unicorn horn, a rainbow mane and tail, and embroidered eyes.
The Learning Journey introduces the Remote Control Dancing Unicorn, designed for kids ages 2 and up. When kids press buttons on the included handheld remote, the unicorn responds by walking, talking, dancing, singing, playing music, or posing trivia questions for kids to answer. Coming this spring, the dancing unicorn wiggles its tail and speaks several phrases. The Learning Journey will update its Telly the Teaching Time Clock this spring with Super Telly Teaching Time Clock. Kids ages 3 and up can learn to tell time on analog and digital clocks with this teaching clock’s two modes. In Learning mode, Super Telly teaches kids time lessons in five-minute increments as they move the hands around the clock’s body. In Quiz mode, Super Telly asks kids to move the hands on the clock face to match the time labeled on the LCD screen. This updated version features a working clock, an alarm clock, and a night light.
Rockin’ Rider Silver Spring Horse
Super Telly Teaching Time Clock
LEAPFROG LeapFrog introduces a line of toys based on the series Blue’s Clues & You! Kids can follow along with host Josh using their own Blue’s Clues & You! Really Smart Handy Dandy Notebook, just like on the show. Kids can learn daily routines with the Blues Clues & You! Tickety Tock Play & Learn Clock, featuring Blue and Magenta. The LeapBuilders line is expanding with new playsets. When kids place the double-sided learning blocks in the electronic Smart Star cube, the blocks respond with sounds, educational songs, and phrases. The line features new themes, including the LeapBuilders Fire Station 123, which introduces numbers, colors, and fire safety; and the LeapBuilders Store & Go Dump Truck, which highlights vocabulary and shapes. They are compatible with other LeapBuilders playsets. The Speak & Learn Puppy is an interactive pet that helps kids learn the alphabet, numbers, emotions, and language across three levels of play. It includes a talk-back feature as well. The 100 Animals Book is fully bilingual, introducing kids to 100 animals in both English and Spanish. Kids can role-play with the Pick Up & Count Vacuum, which scoops up and recognizes included dust pieces; the Purrfect Counting Purse, a fabric cat purse; and the Yum-2-3 Toaster, which introduces colors, opposites, numbers, and more. Speak & Learn Puppy
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INFANT & PRESCHOOL MAGFORMERS
BANDAI AMERICA Bandai America introduces a new range of 3-inch-scale posable figures, collectibles, and plush based on the preschool animated series 44 Cats, which airs daily on Nickelodeon. This fall, kids ages 3 and up can collect Lampo, Milady, Pilou, and Meatball — the four cats who form the band The Buffycats.
PLAYMONSTER PlayMonster unveils updated versions of its Magnatab tablets this year. Free Play Magnatab and Jumbo Glow-in-the-Dark Magnatab keep their coloring, but now they feature a larger drawing area and a white background for two-tone visuals. There is also soft edging; a back handle for carrying; and an updated, easy-togrip stylus that fits inside a top slot on the Magnatab. The products also have updated packaging.
Magformers introduces the Magformers Stick-O Basic 30 Piece Construction Set for babies ages 18 months and up to build different shapes. The pieces use rotating magnets to keep models intact. The basic set includes 30 colorful pieces in a variety of shapes, including spheres, cones, and ovals. With the soft Dolce Safari Adventure learning toy, babies can develop their sensory and motor skills. The plush toy comes with four animal characters: a monkey, a lion, an elephant, and a hippopotamus. Each animal teaches kids a new skill, including tying knots and fastening buttons. All four toys can fit inside the large green elephant plush.
SPIN MASTER Spin Master introduces GUND Tinkle Crinkle, a new collection of baby toys featuring cuddly plush friends. The collection includes rattles, lovies blankets, activity toys, and fuzzy plush designed for babies of all ages. The line launches this spring. The PAW Dino Patroller is a motorized PAW Patrol vehicle, coming this fall, with expanding wheels that can drive on rough terrain. There is room for all six PAW Patrol characters in the vehicle. The PAW Ultimate Police Cruiser features lights and sounds and includes five mini-vehicles, a dual motorcycle launcher, and a helicopter with motorized propellers. It launches this fall. PAW Adventure Bay Rescue Way is a playset, coming this fall, that is modeled after the Adventure Bay lookout tower. The playset features sound effects; vehicle launchers; and a metal, die-cast vehicle. The PAW Chase Hovercraft transforming vehicle features translucent, light-up details; sound effects; a projectile launcher; a rescue net; and a Charged Up Chase collectible figure. Kids can drive the hovercraft in vehicle or hover mode this spring. The PAW Patrol toys are all designed for kids ages 3 and up. GUND Tinkle Crinkle Rattles
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TOY FAIR NEW YORK 2020
INFANT & PRESCHOOL
YVOLUTION
John Deere Kids Farmin’ Friends Hauling Set
Yvolution expands its range of My Buddy Wheels balance bikes with My Buddy Wheels Rollers, designed for babies ages 18 months and up. Coming this summer, the panda ride-on allows babies to practice their balance and coordination. The hollow plastic body is ergonomic and features a wide, sturdy base and 360-degree caster wheels. The ride-on comes with a rocker accessory and is covered in a soft, plush fabric.
TOMY TOMY expands its John Deere Kids brand with a new collection of toys this fall. The full range includes lights-and-sounds toy vehicles, buildable vehicles, and playsets designed for babies ages 18 months and up. The line will be supported by an animated series on YouTube Kids, in which Johnny Tractor and his friends teach kids about the important role that farmers play in feeding families around the world. Babies can experience 360 degrees of air-powered play with the Lamaze Airtivity Table, available this fall. The underwater-themed table is designed to grow with babies, starting with floor play. As babies grow, the table can be raised for toddlers using snap-on legs. Kids can flip the fish’s tail to move the animal around and hit the bubbles to hear sound effects. The table is designed for babies ages 6-36 months.
LEARNING RESOURCES Learning Resources expands its Coding Critters collection with the Coding Critters Bopper, Hip & Hop set to help introduce kids ages 4 and up to sequential logic and critical thinking. Kids can follow the full-color coding storybook activities to code Bopper the bunny to find the carrots, pull them around in the garden cart, and more. Babies ages 18 months and up can learn colors and numbers as they build fine motor skills with Steggy the Fine Motor Dino. The toy dinosaur includes 10 numbered scales with indents that babies can grab using a two-finger pincer grasp. Steggy’s scales fit inside the toy for easy storage. Pedro the Fine Motor Peacock features five push-and-pull feathers to help babies ages 18 months and up build hand strength, coordination, and other fine motor skills. The peacock toy helps babies learn colors, shapes, and textures. Babies ages 18 months and up can learn fine motor skills, counting, sorting, and colors with the Peekaboo Learning Farm. Babies will find animal finger puppets inside five numbered barns. These new toys will be available in the spring. Pedro the Fine Motor Peacock
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INFANT & PRESCHOOL
BLUE MARBLE With the Blockaroo Airplane, from Blue Marble, kids ages 3 and up can use soft foam blocks to build a 10-piece model airplane. The building blocks stay in place with a magnetic connection system. Kids can rotate the blocks 360 degrees once they are connected to hear clicking sounds. The kit, coming this spring, also includes a two-piece Buddy character to sit in the plane’s cockpit. Kids can connect multiple sets together.
HABA
babu Tilt & Spin
MINDWARE Babies can play with the colorful babu Tilt & Spin spinner with clacking beads. Peaceable Kingdom, a MindWare brand, introduces Duck Duck Dance! for kids ages 2 and up. The dancing game includes four large dice labeled with eight easy dances. Based on the dice, kids will imitate the dancing ducks to find hidden audience members in the game. In the cooperative memory game Smoosh & Seek Treehouse, kids ages 3 and up try to remember where the hide-and-seek players are located and search for the woodland animals by squishing tokens into Smoosh Dough. Bandit’s Memory Mix Up encourages kids ages 3 and up to test their memory by spotting an item missing from the garden.
HABA introduces the Little Friends Camper Vacation playset, designed for kids ages 3 and up. The Little Friends set comes with an all-terrain vehicle with a push-and-go motor and a rear folding-bench seat. It also includes one Little Friends boy figure, a camper with a removable roof, and additional accessories. Kids ages 2 and up can play music on the multifunctional instrument Drumfish. Kids can use Drumfish as a rattle by shaking its fins to hear the beads in the bell. It also features stimulating visual and acoustic effects. Both products are available now. Drumfish
FAT BRAIN TOY CO. InnyBin, from Fat Brain Toy Co., is an interactive, shape-sorting cube for babies ages 10 months and up. Babies can push chunky shape pieces through the cube’s elastic bands. OombeeBall is a series of connected balls made of various textures, including dots, lines, and swirls. The balls are connected by short tethers, making it easy for babies ages 10 months and up to open each ball and fit the toys into the next ball. Babies ages 1 and up can touch, push, pop, and learn with Dimpl Digits this spring. The silicone, clover-shaped toy has numerals embossed on each side. Each number is paired with its matching word and dots that kids can feel and count. The reverse side includes each word written in Spanish. This spring, kids ages 2 and up can attempt to fit Shape Factory’s 10 shapes through four slots. With the push of a button, it twists and the slots change. To solve the puzzle, kids must match all of the shapes in the correct spaces. The door can be opened to release the blocks and start again. OombeeBall
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CUDDLE BARN
CRA-Z-ART This spring, Cra-Z-Art will release Disney Junior Minnie’s Deluxe Kitchen. Kids ages 3 and up can create pretend Minnie Mouse-inspired treats out of the included Softee Doh compound. The kit also includes Disney-themed molds, a kitchen unit, an extruder tool, and Doh accessories.
MAISTO Maisto introduces the BB Junior Magic Ice Cream Bus, featuring a light-up ice cream cone, a readable coin slot, and a musical door button that babies can press to learn colors, numbers, and words. The bus is designed for babies ages 1 and up and will launch this spring.
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Hadley the Storytelling Frog is new to Cuddle Barn’s storytelling collection. Hadley joins other plush storytelling characters Octavius the Owl and Dalton the Dragon. Kids will see Hadley the Frog’s magical eyes light up as he reads five stories. Kids can play a peek-a-boo game with Peek & Play Parker. Parker is a soft, plush puppy who raises his ears and covers his eyes as he sings a song and plays a game of peeka-boo. Both new toys are designed for kids ages 2 and up.
Hadley the Storytelling Frog
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TOY FAIR NEW YORK 2020
INFANT & PRESCHOOL
Smarty Leo
WOWWEE With the Pinkfong Baby Shark Official Silly SingAlong Microphone, kids can sing along to the “Baby Shark” song or alter their voices with voice-changing modes. The microphone features adjustable volume and an automatic off feature. Kids can push Pinkfong Baby Shark Official Surfers on their surfboard or collect each character to create a surfboard train. The 3-inch Baby Shark figures include their own surfboard and come in Baby Shark, Mommy Shark, Daddy Shark, and Pinkfong characters. The Baby Shark Official 5-Figure Pack features Baby Shark, Mommy Shark, Daddy Shark, Pinkfong, and William the fish characters. Each 3-inch, collectible figure includes its own stand. All of these Baby Shark items are made for kids ages 3 and up and will be available this spring.
Baby Shark Official 5-Figure Pack
FLYCATCHER Flycatcher’s new Smarty Flutter interactive butterfly, releasing this fall, teaches kids ages 2 and up directions, shapes, colors, and opposites through its more than 150 actions and reactions. The butterfly’s motion sensors encourage physical activity as kids flutter with the toy through a room. Smarty Leo is an interactive tablet specifically designed for kids ages 3 and up. It offers 10 games and an age-appropriate curriculum that teaches phonics, language, math, and coding. The tablet speaks English or Spanish as it plays music and displays colors, patterns, ABCs, and numbers up to 25. The Smarty Jojo interactive airplane encourages kids ages 2 and up to recognize emotions and identify colors. There are more than 150 actions and reactions for kids to experience.
MOOSE TOYS
Moose Toys will launch a line of Bluey toys based on the Disney Junior series. Bluey’s Family Home playset features four rooms, a Bluey figure, and furniture accessories. The playset is recommended for kids ages 3 and up and will hit stores this summer. Bluey plush toys will also launch this summer. Kindi Kids Shiver and Shake Rainbow Kate is the newest addition to the Kindi Kids line. The bobblehead doll features more than 40 sounds and interactive accessories, such as a color-changing bandage and sensors. The doll has heartbeat, shiver, shake, talk, burp, and toot functions. Designed for kids ages 3 and up, the Shiver and Shake Rainbow Kate will launch this summer. ChuChu TV Peek & Play Surprise Eggs are based on the ChuChu TV YouTube channel. Babies ages 18 months and up can unwrap the outer layer of the toy to reveal a smiling egg, which they can open to reveal a surprise animal inside. KidActive products are aligned with key developmental milestones, such as crawling and picking up objects. Designed for kids ages 1-4, the products include the Shark Crawl Through Tunnel and the Ocean Sensory Ball Pit with Balls, both available this summer. KidActive Crawl-Through Tunnel
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VTECH VTech is expanding its Go! Go! Smart Wheels assortment with a Go! Go! Gory Carson toy line, based on the company’s new animated preschool series on Netflix. Go! Go! Cory Carson follows kid car Cory Carson, his family, and his friends in Bumperton Hills. The toys, available in March, will include vehicles and playsets based on the characters and locations from the show. Read more about Go! Go! Cory Carson on page 126. Myla’s Sparkling Friends is a line of smaller iterations of Myla the Magical Unicorn. These new robotic toys feature foxes, peacocks, and unicorns. Kids can create HD videos with the Kidizoom Creator Cam, featuring a flip-up lens for self-recording, a green screen to create digital effects, a mini tripod, and kid-friendly video editing. The Switch & Go dinos combine dinosaurs and vehicles, such as a T.rex Truck and a Velociraptor Helicopter. They have a transformation feature, as well as sounds and motion-activated lights. The Count & Win Sports Center is an update to the Smart Shots Sports Center, featuring an adjustable basket for kids to dunk the included ball or take aim at the soccer net. Go! Go! Cory Carson SmartPoint Character
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TOY FAIR NEW YORK 2020
INFANT & PRESCHOOL
EDUSHAPE Crawl ‘n Play Mats, from Edushape, come in two different designs: forest and camp. These soft, washable, foldable, double-sided mats come with a storage case for easy transportation. Crawl ‘n Play mats are available now.
RAZOR Wild Ones, from Razor, is a line of kick scooters designed to help kids ages 3 and up develop the balance needed to ride a two-wheeled scooter. It features a deck that is low to the ground, which eliminates the need for a third wheel. The scooter is available in shark, dinosaur, and unicorn designs.
MASTERPIECES Following its acquisition of The Baby Fanatic, MasterPieces plans to expand this product line to include more professional sports team logos, team colors, and graphics. The Baby Fanatic products include pacifiers, leggings, bottles, security bear blankets, rattles, and more that all feature licensed sports team imagery.
THAMES & KOSMOS Thames & Kosmos will introduce the Kids First Robot Pet Shop, a series of motorized robotic animals, this spring. Kids ages 5 and up can construct and collect eight different robotic pets and experiment with them. The Robot Pet Shop features an illustrated, 32-page storybook that focuses on the adventures of the Omegas. The kit will introduce kids to mechanical engineering, and its cubic building pieces make it easy for kids to assemble the models. Available this spring, the Kids First Robot Factory is a series of motorized robots that introduces kids ages 5 and up to mechanical engineering. The kit features an illustrated, 32-page storybook centered around the adventures of the Omegas. Kids can follow the story and build eight different robots and experiment to see how each one uses its batterypowered motor, gears, and mechanical parts. Each robot can move its arms and legs in a different way and teaches kids how simple mechanical systems work. The kit’s large, cubic building pieces make it easy for kids to assemble.
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GEOMAGWORLD Geomagworld extends its Magicube line with building sets that focus on math and word building for preschoolers. Available in the fall, these sets include 10 to 16 cubes with magnetic clips that kids can put together to reinforce essential basic skills.
JADA TOYS Jada Toys introduces the Combo Panda Mystery Vehicle Playset. Kids can unbox the panda mystery box to reveal more than 30 surprises. Available this July, the playset includes different compartments filled with mystery toys, including a build-a-vehicle, a wheel stamp, a mini die-cast vehicle and figure, a drone, an accessory, and a vehicle launcher.
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TOY FAIR NEW YORK 2020
OUTDOOR & ACTIVE HYPER TOY CO.
RAZOR Razor introduces the Razor Power A5, an upgrade to last year’s Power A2. It features adjustable handlebars, speeds up to 10 mph, and a run time of up to 40 minutes of continuous use or up to 6.5 miles. It also features a 150-watt, kick-to-start, high-torque, brushless hub motor; a push-button throttle; a rear fender brake; and a 24-volt lithium-ion rechargeable battery pack. The lightweight, fold-able frame holds up to 176 pounds. It is recommended for kids ages 8 and up and will launch this summer/fall as a Walmart exclusive. The Crazy Cart Shift is designed for riders of all skill levels, beginning with a spin session that kids can turn into a drifting experience as they become more familiar with the controls. The Crazy Cart Shift features a lightweight, high-impact polymer frame and a hidden, top speed control switch that parents can use to select the appropriate maximum speed for their kids: 2.5 mph for beginners and younger drivers or a maximum speed of 8 mph for experienced drivers. The low setting is recommended for kids ages 6 and up, and the high setting is recommended for kids ages 8 and up.
Hyper Toy Co. introduces the 24V Hyper HPR350 Electric Motorcycle this spring. Teenagers ages 13 and up can ride this scaled-down electric motorcycle on different terrains at speeds of up to 14 mph. The 1:18 Pavati Remote Control Wakeboard Boat includes a fully waterproof, 2.4GHz remote control for kids ages 8 and up to use in outdoor bodies of water. The boat features fully recharge24V Hyper HPR350 able batteries and will Electric Motorcycle launch this spring.
FUNRISE Gazillion Bubbles Bubble Rush, from Funrise, is designed for kids ages 3 and up. The bubble machine features a no-spill, modular design; a removable, washable top; and a solution recycling tray. Kids can pour the solution into the reservoir and push the button to activate the bubbles. It includes an 8-ounce bottle of Gazillion Premium Bubbles solution.
SPIN MASTER Spin Master introduces the Swimways Sundry, a fabric-covered float designed for laying on top of the water’s surface. The float features an inner spring along the outside edge for stability, soft mesh on the bed, and an oversized pillow. The float folds flat into three compact circles for storage inside the included carrying bag. The Swimways Recliner is an inflatable, floating pool lounger featuring an integrated headrest, a backrest, an ottoman, and a cup holder. Teenagers can sit in the mesh seat to suspend their lower bodies just below the surface of the water. The recliner folds flat into three compact circles for storage and portability. The Swimways Papasan is a fabric-covered, floating pool chair with an inner spring for stability in the water. Teenagers can sit in the soft, mesh seat to suspend their bodies just below the surface of the water, while the inflatable ring keeps them floating upright. The spring around the outside edge of the float helps the float fold flat into three compact circles for storage and portability. Each of the three Swimways products is designed for users ages 15 and up and will launch this spring.
Swimways Sundry
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OUTDOOR & ACTIVE
NSI INTERNATIONAL Groovy Wubble, from NSI International, looks like a bubble but plays like a ball. The Groovy Wubble — Super Wubble bubble ball features a funkadelic, tie-dye design. Kids ages 6 and up can kick, whack, throw, bounce, and even sit on it. The ball is made from super-soft and lightweight Xpandium, and it can be inflated up to 30 inches in minutes with the enclosed pump. Giant Wubble is the biggest Super Wubble bubble ball yet. Bouncy fun for kids ages 6 and up, Giant Wubble can be inflated to 4 feet tall. Kids can toss, catch, smash, squash, and even sit on the supersized ball, available at mass retailers this spring. Despite its large size, Giant Wubble is soft and lightweight, and it molds around whatever it touches before bouncing away. Setup is easy thanks to the included ble Giant Wub battery-operated pump.
LITTLE KIDS The Junk Ball T-Ball Set, from Little Kids, is designed for babies 18 months and up. Each set features an adjustable height tee and lightweight bat designed for beginners. Kids can learn where and how to hit with the signature Junk Ball sweet spot marked on the bat. The set also includes two Pro Max balls — designed for maximum distance and power. Each set breaks down and snaps together for easy storage and portability. The Wicked Big Sports Flying Disc has a 16-inch diameter. Kids can throw the wind-resistant disc in any weather condition. Wicked Big Sports Takraw is a new game that combines soccer and volleyball. Players try to pass the ball back and forth over the net using any body part except for their arms and hands. They can juggle the ball on their side of the court as many times as they want, but the ball can only bounce on the ground twice or the opponent gets the point. The set includes a net, a net stand, court lines, stakes, a ball, a pump, instructions, and a carrying case. The Ryan’s World Water Sprinkler and the PAW Patrol Catch Some Waves Sprinkler are inflatable water sprinklers based on popular YouTube star Ryan and the PAW Patrol series, respectively. Both are suitable for kids ages 3 and up, and each sprinkler inflates to 2 feet high and blasts water up to 10 feet high. The sprinklers easily connect to any standard garden hose.
ROLLPLAY This fall, Rollplay will introduce the Mini Cooper Countryman, a battery-powered ride-on. It comes in the John Cooper Works package, featuring Mini Cooper details, such as Union Jack on the steering wheel. It features a realistic dashboard, a cup holder, working horn and engine sounds, a working radio, LED headlights, folding mirrors, side windows, a clear windshield, a door that opens and closes, and rubber tire strips for traction and smooth acceleration. Kids can drive it up to 2.5 mph with 12 volts of power. It also includes a remote control so that parents can steer young drivers if needed.
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OUTDOOR & ACTIVE
TOYSMITH
GLOBBER
Toysmith expands its Warrior’s Mark series with the Warrior’s Mark Throwing Blades, inspired by ancient chakram weapons. Recommended for kids ages 6 and up, the set includes a 26-inch, easy-fold target; two foam throwing ring blades trimmed with a hook and loop; a suction cup; a door hanger; and a storage bag. The Bobbin’ Buddies Mer Kitty is a 35-inch, inflatable float that kids ages 5 and up can use in the water or on land. The weighted bottom adds stability.
The Primo Foldable Wood Scooter, from Globber, has a wood deck and comes in three bright colors. It has a push-button folding system for easy storage and transportation. Kids ages 3 and up can adjust it to three different heights. Kids ages 3-9 can grow with the Globber Master Series scooter. The T-bar adjusts to four different heights for growing kids. It also features a new, larger base for easy riding.
Globber Master Series
RETEVIS TOYS The Kids Long Range Crystal Voice Walkie Talkie Toys, from Retevis Toys, is designed for kids ages 3 and up to easily operate. The walkie talkies have range up to 4 kilometers. The Long Range walkie talkie models include the RT30M, which features a kitchen mouse with flashlight ears; the RT30, which includes a set of binoculars; the RT628, which is rechargeable; the RT37, which is available in four bright colors; and the RT75, which features a real compass.
Bobbin’ Buddies Mer Kitty
HASBRO Hasbro introduces the NERF Fortnite SMG-E Blaster for kids ages 8 and up, inspired by the weapon used in the video game Fortnite. The SMG-E blaster’s color scheme, spikes, iron sight, and other details capture the weapon’s look. Kids can take on opponents as they unleash one dart at a time with motorized, clip-fed blasting. The set includes the blaster, a sixdart clip, and six NERF Elite darts. The NERF Power Moves Marvel Black Widow Stinger Strike NERF Dart-Launcher is inspired by the movie Black Widow and is designed for kids ages 5 and up. Kids can imagine taking a swipe at villains by holding down the button on the launcher and performing the stinger strike move to launch a NERF dart. The set includes the blaster and three NERF darts. The Marvel Black Widow Taskmaster Stealth Slash Sword and Shield is designed for kids ages 5 and up. Kids can imagine the masked assassin NERF Power Moves Marvel Black Widow Stinger Strike Taskmaster suiting up and carrying out deadly missions with this sword and NERF Dart-Launcher shield, also inspired by Marvel’s Black Widow. Kids can pull the sword from the shield and imagine surprising other combatants in battle. Kids can open or retract the gauntlet by sliding a switch on the side. The shield also includes an elastic strap that easily fits on most kids’ wrists. All three products will be available this spring.
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OUTDOOR & ACTIVE JAKKS PACIFIC
SUNNY DAYS ENTERTAINMENT Kids can bring Barbie and Batman on their next camping trip with the Barbie Dream Camper Pop-Up Tent and the Batmobile PopUp Tent, from Sunny Days Entertainment. The durable and spacious tents pop up for easy assembly and feature hidden rear-door and roof openings. The Scooby-Doo Bubble Machine turns the fan-favorite cartoon pup into an automatic bubble blower. Maxx Bubbles solution is included. Both toys will be available this spring.
Scooby-Doo Bubble Machine
Jakks Pacific expands its Fly Wheels tricycle line this fall with Mickey Mouse Fly Wheels and Minnie Mouse Fly Wheels designs. There are three new styles available for each character, including 10-inch and 15-inch front wheel options. The 10-inch bikes are all designed for kids ages 2 and up, while the 15-inch bikes are designed for kids ages 3 and up. Some styles feature push-button sound effects and adjustable seating. Kids ages 8 and up can launch Fly Wheels stunt wheels using a ripcord, then watch the wheels jump up to 30 feet in the air and travel at 200 mph. Designed for kids ages 8 and up and available this spring, the initial line includes a Launcher Two-Pack Assortment that comes with two Fly Wheels, a Twin Turbo Launcher that kids can use to launch two wheels at once, and a Stunt Ramp for tricks. This fall, the line expands with the Nitro Revving Launcher Assortment, which offers increased speed, and an R/C Speed Demon vehicle that is compatible with Fly Wheels wheels. The ReDo Popsicle Board Rubber Duck Skateboard and the ReDo Shorty Cruiser Pink Palm Skateboard are themed skateboards featuring a rubber duck and a palm tree, designed for kids ages 8 and up. Spin Dash Sonic is an outdoor playset inspired by the movie Sonic the Hedgehog. Kids ages 8 and up can use the ripcord launcher to send Sonic speeding. The set, which is available this spring, also includes a ramp for tricks and a target featuring Dr. Robotnik.
YVOLUTION Yvolution will release the Y Glider Nua lean-to-steer scooter this summer. Designed for kids ages 3 and up, the teal ride-on features extra-wide, LED front and rear wheels for increased stability. A folding handlebar and lightweight design make this scooter portable and easy to store. The scooter comes with an accessory slot for wall-hanging storage. The Y Glider Luna evolves from a ride-on into a three-wheel scooter as kids grow up. The scooter seat can store kids’ belongings and includes a removable steering handle and 360-degree caster wheels. Designed for kids ages 3 and up, the scooter will be available in the fall. With the Y Glider Kiwi, kids ages 3 and up can learn to improve their balance on this sturdy, threewheeled scooter, coming this summer. The Kiwi scooter features smaller hand grips, an extra-wide deck, and a wide rear foot brake. The Neon Saber is a sleek, electric scooter designed for kids ages 8 and up. Kids can set RGB lighting under the deck to pulse or strobe different colors while riding the scooter. The Saber scooter has a maximum speed of 7.5 mph with a run time of 50 minutes and will be available in the fall. Designed for kids ages 6 and up, the Neon Seeker is a two-deck, dual-mode scooter. Kids can ride it like a kick scooter with two feet facing forward on the main deck, or place one foot on each deck and control turns by shifting their weight from heel to toe. This second mode allows kids to speed into turns rather than slowing down.
Y Glider Luna
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OUTDOOR & ACTIVE
SAKAR Sakar adds to its range of 3-D Molded Scooters. In addition to its original 3-D Molded Unicorn, which features light-up wheels, the company is expanding its licensed scooter offerings to include characters from PJ Masks, Peppa Pig, PAW Patrol, Barbie, Hot Wheels, Ryan’s World, and other brands. Each scooter features three wheels and design elements inspired by the characters.
ZURU
ZING Zing introduces Wing-a-Bubbles to the Glove-aBubbles range. Kids ages 3 and up can dip the Wing-aBubble frame into the bubble solution using the handle on the base and wave their hands in the air to create an endless stream of bubbles. Wing-a-Bubbles is available in six different animal characters. Kids can shoot marshmallows with the Marshmallow Blaster — Double Barrel Blaster. Pumping the handle on the back of the blaster will fill the interior chamber with air to keep marshmallows flying. Kids ages 8 and up can launch marshmallows up to 40 feet away. The blaster holds 50 mini-marshmallows. Both toys will be available this spring.
ZURU introduces the X-Shot Micro Fast-Fill and the X-Shot Epic Fast-Fill to its X-Shot blaster range this spring. With the 6-inch Micro Fast-Fill blaster, kids ages 3 and up can refill the revolver with one hand in one second. Kids can pull the hammer down, dunk to fill, and then blast opponents. The Epic Fast-Fill blaster, at 21 inches long, can hold more than five cups of water, which kids can refill with a pump-action feature in one second. It can blast up to 34 feet and comes with four different nozzles. With Crazy ZURU Bunch O Balloons Water Balloons, kids can fill and tie 100 multicolored water balloons in 60 seconds. Designed for kids ages 3 and up, they will be available in the spring. The stackable Tiny Town Buggy ride-on is designed for babies ages 12 months and up. The buggy is available in both standard and electronic formats and includes interactive features, such as play, push, and go modes; a sturdy handle; real driving sounds; and blinking lights. The buggy is available in two themes: Firefighter Red and Ice Cream Pink. The Tiny Town Slider is also available in standard and electronic options, features a 360-degree rotating wheel, under-the-seatstorage, and music and light effects. It comes in two colors: Green Frog and White Pink.
Tiny Town Buggy
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OUTDOOR & ACTIVE MOBO CRUISERS
MICRO KICKBOARD Micro Kickboard’s Sprite Deluxe scooter features chopper-style handlebars; a built-in, LED tube light; and a foldable, lightweight design. Designed for kids ages 8 and up, the scooter is built to hold up to 220 pounds.
Mobo Cruisers expands its line of outdoor bikes with the Mobo Wobo 2-in-1 Rocking Balance Bike. It comes with an adjustable cushioned seat and handlebar to turn from a rocker into a riding toy for kids ages 1-3. Kids ages 2-6 can travel with Mobo Mity Sport the Mobo Explorer Balance Bike. It comes with multiple safety pads to keep kids safe while they keep their feet comfortably on the integrated footrest. The Mobo Mity Sport offers kids from ages 3-6 the ability to cruise in style with a tricycle designed to grow with them.
BLUE MARBLE This spring, Blue Marble will introduce National Geographic Light-Up Air Rockets. The kit includes three colorful, LED-equipped rockets that can soar up to 100 feet in the air. To launch the rockets, kids stomp on the foot pump to watch them soar high into the sky. Kids can turn on the LED lights to see a colorful display as the rockets soar. An included learning guide features experiments that kids can conduct using the air rockets.
PACIFIC CYCLE The Mongoose React E4 Electric Scooter, from Pacific Cycle, will release this spring for teenagers ages 13 and up. With this torque-heavy electric scooter, they can cruise at a top speed of 15 mph. The durable rubber wheels offer a smooth and stable ride while the rear foot brake and hand e-brake make stopping safe. Storage is easy thanks to the folding aluminum frame and kickstand. When the battery runs out, the React E4 converts into a kick scooter. The Schwinn L.O.L. Surprise! Bike is inspired by the popular L.O.L. Surprise! dolls and includes a themed handlebar bag with a reversible sequin front panel and a laser-printed seat. Kids ages 3 and up will find the single-speed drivetrain easy to use, while the rear coaster brake provides intuitive stops. Kids can learn to ride with the included training wheels, and the saddle and slack seat tube angle can be adjusted as kids grow. The Schwinn Stranger Things 3 Lucas Bike is a special-edition, BMX-style bike modeled after the one Lucas Sinclair rides in season three of Stranger Things. The bike features a 1980s Schwinn Predator 24-inch design, retro Schwinn snap-pads, Lucas’ flashlight and carry pouch, a single-speed drivetrain, and front and rear caliper brakes. It includes a limited lifetime warranty for as long as the rider owns the bike. The Schwinn Collegiate Bike features a vintage style, modern comfort, and expert craftsmanship. Each bike was designed in Madison, Wisconsin, with frames hand-welded in Detroit by Detroit Bicycles. The Collegiate features a sleek, urban Schwinn frame inspired by the iconic 1965 Collegiate Deluxe. Schwinn designers included vintage touches, such as the seat-stay-toSchwinn Stranger top-tube junction and drop outs, to retain that old-school look. Things 3 Lucas Bike
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GREEN TOYS
BOSS FIGHT STUDIO
The Green Toys Cargo Plane features a three-wheel design and a handle on the body, so that little pilots can easily go from taxiing to flying. Kids ages 3 and up can flip down a door that doubles as a ramp to access the cargo hold. Great for inside and outside play, the safe design has no metal axles, exterior paints, or coatings, and is made in the U.S. from 100% recycled plastic with no BPA, phthalates, or PVC. Available this spring, the Cargo Plane is packaged with recycled and recyclable materials printed with eco-friendly inks.
Boss Fight Studio will expand its Vitruvian H.A.C.K.S. line of action figures this spring with the Mighty Steeds Assortment, featuring four new horses and a unicorn. Each figure features 32 points of articulation and comes packaged in a full-color box with a display stand. Made for kids ages 12 and up, the 1:18-scale horses are designed to come apart easily to make mixing and matching easier. In a partnership with Masked Republic, Boss Fight Studio will release a Legends of Lucha Libre line in three waves, which will begin rolling out this summer. Kids ages 12 and up can expect these 6.5-inch action figures to include Laredo Kid, Konnan, and other characters.
MCFARLANE TOYS McFarlane Toys’ DC Multiverse 7-Inch Collector Figures feature 22 points of articulation, and each figure includes accessories, a display base, and a collectible card with character-specific art and a biography. The first wave includes Batman: Detective Comics No. 1000, Superman: Action Comics No. 1000, Batman: Batman the Animated Series, Superman: Superman the Animated Series, Green Lantern: Justice League, Harley Quinn: Classic, Green Arrow: Arrow, Superman: Unchained Armor, Batman: Hellbat Suit, and the Bat-Raptor Vehicle. Batgirl: Art of the Crime, Nightwing: Better Than Batman, and The Batman Who Laughs are also joining the collector line this spring as a three-figure collector set that includes a piece of a buildable Batmobile featured in the DC Rebirth comic books. The first wave of the McFarlane Toys Cyberpunk 2077 figures will feature two sizes of the Johnny Silverhand action figure based on the likeness of Keanu Reeves: a 7-inch and 12-inch version. It will also include a 7-inch (male) V figure. Launching this spring, each figure features 22 points of articulation and will replicate the likeness of the character. DC Multiverse 7-Inch Collector Figure, Harley Quinn: Classic
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Vitruvian H.A.C.K.S. Mighty Steeds Assortment
HYPER TOY CO. Hyper Toy Co. launches the Drift King Remote Control Vehicle, Drift King Remote featuring Control Vehicle four-wheel drive, a lifting and lowering chassis, LED lights, music, programmable actions, a 2.4 GHz rechargeable lithium battery, and a USB charger. Designed for kids ages 3 and up, this off-road vehicle also features four separate drift functions and independent powered wheels that can create lateral driving action. The 1:10 Ford Velociraptor Remote Control Vehicle is a replica of the Ford Hennessey Velociraptor, featuring a 2.4 GHz controller, rechargeable lithium ion batteries, and USB recharge cables. The car is designed for kids ages 6 and up. These vehicles will launch this spring.
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NKOK
BANDAI AMERICA
NKOK launches the Goliath Rock Crawler, a 1:10-scale R/C vehicle featuring a four-wheel, independent suspension system; a powerful motor; grippy tires; and an action camera mount (action camera sold separately). There are two Gator Chomper new additions to the Supreme Machines line of vehicles: a Shark Chomper and a Gator Chomper. Each monster truck features motorized tires, a moving wheelie bar, light-up eyes, roaring sounds, and a mouth that opens and closes. NKOK is also launching smaller, friction-powered versions of these vehicles. The new Go Go Dino Explorers line features vehicles based on Studio Moggozi’s Go Go Dino Explorers YouTube show. The series features robot dinosaurs from Dino Planet that can transform into vehicles. NKOK is launching friction-powered vehicles based on the characters, as well as deluxe versions featuring lights and sounds.
Bandai America brings characters from iconic anime and manga, such as Naruto, to life as Anime Heroes. Each character in the new line of premium, 6.5-inch action figures features more than 16 points of articulation. Anime Heroes include accessories, extra hands, and collector packaging, and the line is suitable for kids ages 4 and up.
DC Batman 4-Inch Figure
Naruto Anime Heroes
SUNNY DAYS ENTERTAINMENT The Maxx Action Lights & Sounds Sports Car, from Sunny Days Entertainment, features LED lights, a motorized engine, music, and realistic sound effects. Kids can race the cars with the push of a button. Launching this spring, the cars are available in racer red and electric blue.
SPIN MASTER Spin Master will launch the DC Batman 4-Inch Figures this spring. Each figure features 11 points of articulation, two mystery mission accessories, and a Batman mission accessory. Kids ages 3 and up can look for rare and super-rare figures and accessories. Available this fall, the DC 2-in-1 Batmobile is both a Batmobile and a Batboat, suitable for kids ages 4 and up. The Air Hogs Super Shot is an R/C vehicle that kids ages 4 and up can perform stunts and jumps with. It features a lightweight, patented technology and will be available this fall. The Monster Jam Megladon Storm is a Megladon R/C replica, featuring all-terrain power and performance. Kids ages 4 and up can drive it on land or in water this fall. With Bakugan Battle Gear, kids ages 6 and up can roll the Bakugan across the metal BakuCores (two included) to make them leap open, transforming from a BakuBall into a Bakugan Ultra. Available this spring, Bakugan Battle Gear features transformations with new weapons. The Bakugan Baku-Gear Pack includes an exclusive Bakugan Ultra with Baku-Gear, a Bakugan Ultra, two Bakugan, eight BakuCores, collectible character cards, and ability cards. Kids ages 6 and up can battle by rolling the Armored Alliance Bakugan over the BakuCores for pop-open Baku-Action. Kids can also drop the Baku-Gear on top of the Bakugan Ultra to watch it transform. The Bakugan Baku-Gear Pack will launch in the spring.
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Disney Frozen 2 LionChief Set
LIONEL
Alpha Alter Nation Figure
PANDA MONY Panda Mony is expanding its Alter Nation line with two new figures this fall. The Alpha figure is the first and most-powerful human-animal hybrid. The Bomber figure is a hybrid of a scorpion, a bombardier beetle, a Hercules beetle, and a stink bug.
Lionel’s Toy Story Ready-To-Play Set includes a battery-powered, general-style locomotive and three cars that each feature designs inspired by the Toy Story franchise. The train also features authentic sounds and working headlights. Kids ages 4 and up can run the train on the included oval-shaped track. The Disney Frozen 2 LionChief Set includes an icy steam locomotive, an icefilled tender, and three more cars featuring images and characters from Frozen 2. The set features light, sound, and smoke effects. When the train is running, Olaf chases Sven around the gondola car. The Star Trek LionChief Set features a U.S.S. Enterprise FT diesel locomotive and three additional cars, including a sickbay and a Holodeck animated car with graphics that travel around the car when connected to track power. The set also features lights, sounds, and user-activated announcements. Fans ages 14 and up can control the Frozen and Star Trek train sets using either the included LionChief remotes or the Bluetooth LionChief app. These sets both come with 12 pieces of track, including a LionChief FasTrack Terminal section and a Plug-Expand-Play Power Lock-on section.
JAKKS PACIFIC Jakks Pacific expands its Xtreme Power line this fall with the Xtreme Power Dump Truck. Designed for kids ages 6 and up, the truck can haul up to 100 pounds and push or pull up to 200 pounds. The truck is made for inside or outside play and features lights and sound effects. This spring, Jakks Pacific will add to its Super Mario toy line with new figure assortments designed for kids ages 3 and up. The new 2.5-Inch Figures include Mario, Luigi, and Eep Cheep, and the new 4-Inch Figures include Blue Shy Guy, Magikoopa, and Yellow Yoshi. Mario Kart Racers — which feature characters driving their iconic karts from the video game — include Mario, Luigi, Shy Guy, and Yoshi. Kids can recreate the Underwater Super Mario level with the Underwater Playset and the Deluxe Underwater Playset. Both include a 2.5-inch Mario figure, a backdrop, and interchangeable environment pieces. The Underwater Diorama Set features exclusive accessories, including three figures, a warp pipe, and a water plant. Two additional Super Mario playsets debut this fall: the Super Mario Underground Playset and the Deluxe Boo Mansion Playset. Both sets recreate a level from the game and include 2.5-inch Mario figures and interchangeable environment pieces. Kids ages 3 and up can collect iconic Sonic the Hedgehog characters this fall. The 2.5-Inch Figure assortment includes Sonic, Knuckles, Tails, Chao, and Metal Sonic, and the 4-Inch Articulated Figure assortment includes Sonic, Tails, Shadow, and Dr. Eggman. Each 4-inch figure includes an accessory disk that unfolds into a character stand. The 2.5-inch figures are compatible with the Green Hill Zone Playset, which recreates the classic level from the Sonic the Hedgehog games, and includes a Sonic figure and environment pieces with working mechanisms.
Super Mario Deluxe Underwater Playset
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JAM’N PRODUCTS Jam’n Products’ Lock ‘n Roll Pals feature three different modes: vehicle, vehicle-to-figure, and collectible figure play. The Lock ‘n Roll line will include Lock ‘n Roll Pets designs and licensed styles, such as DC, Ryan’s World, and Care Bears. Mighty Tuff Crew is a new line of construction vehicles that feature lights and sound effects, along with an assortment of miniature, free-wheeling construction vehicles. Jam’n Products expands its licensed offerings this year with both Disney and Marvel vehicles. The R/C vehicles come in Mickey and Minnie, Hulk, and Spider-Man designs — with more Marvel characters to come — and are available in two sizes: a 9-inch chunky R/C and a 5.5-inch R/C with a track. The Disney line will also include 3.5-inch friction vehicles, and the Marvel line will include 3.5-inch pullback vehicles. The company’s Care Bears Cloudseeker R/C launches this year, too.
Lock ‘n Roll Pals
HASBRO Hasbro’s Power Rangers Lightning Collection 6-inch Mighty Morphin Yellow Ranger Figure features more than 20 points of articulation, swappable heads of the Ranger both with and without her helmet, accessories, and an extra pair of hands. The figure is suitable for kids ages 4 and up and will launch this fall. Hasbro will also add the Zeo Blue Ranger Figure, the S.P.D. Red Ranger Figure, and the Beast Morphers Cybervillain Blaze Figure to the Power Rangers Lightning Collection this fall. The figures are highly detailed, articulated, and will feature photo-real technology for realistic actor likenesses. The Marvel Legends Series 6-Inch Black Widow Figure is an articulated, Marvel Comics-inspired figure launching this spring. It includes a clear, flexible stand, which can hold the figure in an action pose; a stand with peg holes; and 12 accessories. The set is recommended for kids ages 4 and up.
PLAYMATES TOYS
Disney Frozen 2 Adventure Storytelling Figures, Anna and Elsa
Playmates Toys introduces a Power Players toy line, based on the Cartoon Network series. The Power Players Basic Figure Assortment features 5-inch, articulated figures with weapons and accessories. The assortment includes Alex, Masko, Sarge, Bearbarian, Galileo, and Madcap. Each figure in the Power Players Super Feature Figure Assortment is 9 inches tall and features more than 12 phrases and sound effects. The assortment includes Super Sounds Axel and Super Stretch Masko. The Power Players Vehicle with Figure features Axel’s cycle and an exclusive Axel figure. The cycle transforms into an off-road model. The Power Players toys are suitable for kids ages 4 and up and will launch in the spring. The Disney Frozen 2 Adventure Storytelling Figures feature sensors that activate movements and more than 50 phrases. Each figure can sing its own song from Frozen 2, such as Elsa’s “Into the Unknown,” Anna’s “The Next Right Thing,” and Olaf’s “When I’m Older.” Multiple figures can interact with one another, singing “Some Things Never Change” together. Available this spring, wave one includes Anna, Elsa, and Olaf.
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DARON WORLDWIDE TRADING Daron Worldwide Trading introduces a new line of Mars Mission toys for kids ages 3 and up. The Mars Mission Walker walks and transforms into a rolling robot with two arms that can pick up rocks and suck up water. An astronaut is included for pretend play on Mars. The Mars Mission Rover is a free-wheeling rover with a pop-up antenna and side compartments. Made for inside or outside use, it includes an astronaut that fits inside the cockpit. Both toys are compatible with the Space Adventure Series and will launch this spring. Mars Mission Walker
MAISTO Maisto launches the Maisto Go Fast Garage for kids ages 3 and up. The expandable carrying case includes a track, holds more than 20 die-cast vehicles, and features a handle and locking mechanism for portability. The set is compatible with Maisto Go Fast Garage all leading brands of 3-inch vehicles. The Maisto Tech CyKlone MotoBike is an R/C cycle with a single tread that straddles a hubless wheel design. Kids ages 5 and up can use the cycle to perform stunts, such as doughnuts and wheelies. The cycle can climb up to a 30-degree angle. These products will launch this summer.
Ricky’s House Playset
TOMY TOMY will launch the ERTL 75th Anniversary: Throwback Tractor Replicas this spring for kids ages 8 and up. The line includes a 1:16-scale Allis-Chalmers, a 1:32-scale John Deere, and a 1:64-scale Farmall tractor, all of which feature a farmer sitting on the seat of the vehicle, just like the original design from 1945. The title character from Entertainment One’s Ricky Zoom comes to retailers this spring with new toys inspired by the animated Nickelodeon series. Ricky’s House Playset features a bike launcher, a tire check station, an elevator, ramps, and more, along with exclusive Ricky and Toot figures. Feature Ricky is a bike that features an articulated and moving wheel, a light-up visor, and assorted sounds. The Ricky Zoom toys are designed for kids ages 3 and up.
MOOSE TOYS Kids can pull the ripcord on Moose Toys’ Boom City Racers to watch the mystery car explode out of the firecracker and smash into pieces, then rebuild the cars for repeat play. There are 24 racers in the collection, including rare and super-rare models. Heroes of Goo Jit Zu Marvel are the newest addition to the Goo Jit Zu line of squishy, stretchy, goo-filled action figures. The new Marvel-themed characters include Iron Man, Captain America, Hulk, and Spider-Man. Heroes of Goo Jit Zu Dinos feature new dinosaur characters, such as the SupaGoo T.rex. Each figure is filled with a unique compound — such as sand, faux teeth, bones, glitter, or goo — that kids can squish, stretch, and smash. These products are suitable for kids ages 4 and up and will launch this summer.
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JADA TOYS Jada Toys expands its Nano Hollywood Rides line with three-packs of vehicles inspired by iconic Hollywood films. Available in styles based on the Fast & Furious, Transformers, and Batman franchises, each Nano-scale, die-cast vehicle measures 1.74 inches and features working wheels. The Hollywood Rides Scooby-Doo Mystery Machine is a die-cast version of the Mystery Machine, featuring opening doors, rubber tires, a die-cast Shaggy figure, and a Scooby-Doo figure. These products will hit stores this spring.
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HEXBUG
Hollywood Rides Scooby-Doo Mystery Machine
HEXBUG introduces the HEXBUG Dragon, an R/C micro-robotic creature that spews flames and roars with the onboard LED lights and speakers. Kids ages 8 and up can pose the dragon’s wings and press the button on top of the remote to activate the flame breath and roaring effects. The articulated tail moves as the dragon crawls on four paws. The dragon’s feet are made from silicone, giving it traction to walk across multiple surfaces. Its midsection can pivot, giving it a range of motion. The HEXBUG Dragon will launch in the fall.
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VEHICLES & ACTION FIGURES
NEW BRIGHT New Bright’s 1:14 R/C App Driver Corvette C8 is an R/C replica vehicle featuring five different modes. In the first mode, kids ages 6 and up can drive the toy car using the included joystick-style transmitter or download the free app to control it with a phone or a tablet. In Touch Screen Mode, kids can shift through the gears and turn the wheel on a virtual dashboard. In Tilt Mode, the car uses the device’s built-in motion sensors. Kids can create a visual path with Draw Mode. Finally, Code Mode lets kids lay out the course ahead of time. Kids can also control lights, sounds, and music in each of the app modes.
ZING Zing expands its Stikbot collection with Stikbot Megabot this spring. Megabot characters are stylized as three vehicles: Knockout, Avalanche, and Turbo Cycle. Kids ages 4 and up can use each figure’s suction cup limbs to pose them on different surfaces and create stop-motion movies using the Stikbot Studio app.
Adventure Van
ODYSSEY TOYS Kids can move Odyssey Toys’ Split Wheel in all directions and watch as it quickly overcomes any obstacles. This tricked-out stunt car can do 360-degree flips and rotations while spinning. Four LED lights illuminate the way as kids power the vehicle through dark corners. The Meddling Mouse is an R/C mouse that kids can drive and control using an infrared transmitter styled to resemble a wedge of yellow cheese. The Slap Car is an R/C toy car with four monster wheels that maneuver around just about anyMeddling Mouse thing. Kids can slap the remote control on their wrists to control the car with their hands. These products are designed for kids ages 8 and up and will hit retailers this spring.
HAPE Hape’s Adventure Van is an all-in-one camper van that includes two figures, a wooden campfire, a picnic set, surfboards, and more. Kids ages 3 and up can open the roof of the van and flip it over to turn it into a wave. The Railway Bucket Builder Set is a 50-piece train set with a storage box that kids can use as part of the scenery. The Beach & Bath Boats are linkable tugboats that babies ages 12 months and up can stack and play with in the bath or at the beach. Holes in the funnel allow water to drain out. Designed for kids ages 2 and up, the Tape & Roll Plane is a push-along vehicle that comes with a roll of adhesive track.
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CRYPTOZOIC
BASIC FUN! Basic Fun! introduces the Tonka Metal Movers for kids ages 3 and up. Each set includes two die-cast vehicles and Tonka Tough Dirt, a no-mess sand compound that mimics real construction site conditions. Tonka Metal Movers will be available this spring.
Cryptozoic extends its Cryptkins line this summer with Cryptkins Unleashed. Kids ages 8 and up can collect 5-inch, vinyl creature figures, featuring new poses and a packaged window box. The series includes Bigfoot, Nessie, Chupacabra, Cthulhu, Mothman, and Unicorn, as well as rare Bone-Chilling Variants and Bob, the skeletal character from Cryptozoic’s logo. The Catwoman Movie Collectible is an 8-inch, vinyl figure that replicates Catwoman’s look from the movie Batman Returns. The figure is recommended for collectors ages 16 and up and will hit stores this summer. Cryptkins Unleashed
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The Hong Kong Convention Center
FAIR CONDITIONS
Hong Kong shows thrive in a challenging environment. by CHRISTOPHER BYRNE, The Toy Guy, president, Byrne Communications DESPITE THE RECENT SOCIAL UNREST in Hong Kong, the Hong Kong Toys and Games Fair — presented in conjunction with the Hong Kong Baby Products, Stationery, and International Licensing Fairs — went off without a hitch. Throughout the week of the show, the city was quiet, business was brisk, and buyers were excited about the opportunities presented. Benjamin Chau, deputy executive director of the Hong Kong Trade Development Council (HKTDC), says attendance for the four events showed that the Sino-U.S. trade friction did not affect the sourcing sentiment of global buyers, and that those buyers continue to see Hong Kong as an important international exhibition and sourcing hub. “For the Toys and Games Fair, the Baby Products Fair, and the Stationery Fair, we saw an increase in attendance of buyers from a number of different countries, including developed markets, such as Australia, Germany, and the U.S., as well as emerging markets, such as Indonesia, Kazakhstan, Mexico, Poland, and Vietnam,” says Chau, who produces the shows. “The number of mainland Chinese buyers recorded double-digit growth.” The 46th Toys and Games Fair had more than 2,100 exhibitors from 40 countries and regions and welcomed more than 51,000 buyers, according to
the HKTDC. An additional 66,000 buyers attended the other three shows. According to representatives of the HKTDC, additional measures — including special airport desks and transportation — effectively assuaged the concerns of overseas exhibitors and buyers. These efforts — combined with a collective sense of relief among U.S. representatives following the news that (at least for now) the administration will not impose additional tariffs — reduced some of the reticence about doing business in an uncertain economic environment. The unsettled issue of tariffs throughout last fall caused widespread uncertainty about pricing for early orders. Indeed, the questions of who would be coming to the show and whether or not to attend at all were still in play during the weeks leading up to the show’s opening on Jan. 9. There was a sense among the manufacturers of having dodged a bullet, but also an awareness that the situation could change with just one tweet. NEW PRODUCT STILL CENTER STAGE As visitors walked into the convention center, a large sign with the words “level up” greeted them. Those two words were an apt description of the toys on display: The level of design and engineering
continues to become more sophisticated every year. Nowhere was that more evident than in the level of product presented by many of the companies from mainland China. These companies are increasingly serious players on the world stage, from design and play value to an ability to deliver high-quality goods at highly competitive price points. It would be impossible to cover even a fraction of the products on display, but what follows are some of the intriguing toys found. In terms of major product categories, STEM and STREAM (science, technology, robotics, engineering, art, and math) continue to be a driving force in the industry, particularly in Asia. Eastcolight continues to innovate with science kits enhanced by augmented reality, offering immersive play and the ability to update content. STEM without screens continues to be a major trend this year. For example, the STEM Wall, from MasterKidz, is a customizable, modular system with seemingly endless ways to expand and adapt as kids attach different pieces to create art, projects, or almost anything they can imagine. India-based Playshifu continued its successful Plugo product line, which debuted in the U.S. last year. Combining physical play with tablet play, the optical technology creates a classic, interactive experience enhanced by the tablet. As
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the integration of tech and traditional play patterns continues to become more seamless, companies and products such as these are likely to be strong players on the international stage, largely due to relatively easy adaptation for language. Many manufacturers are still betting on games to be hot, with entries across a wide variety of game categories. First-time, Hong Kong-based exhibitor Catchup Toys Ltd. showed three games, including Spinning Spider, a skill-and-action game, and Looney Fish, a card game that comes with a light-up fish that reads the conductive ink on some of the cards. The gameplay requires luck, strategy, and twists and turns to entertain young players. Catchup Toys Ltd. CEO Nick Ying says that the show had been very successful for the company, with high traffic and lots of interest both from buyers and potential distribution partners. Fandom and pop culture (or what are branded at the show as “kidult”) toys also attracted a lot of attention from buyers around the world. These products, designed to appeal to older kids or adults, focus largely on licenses. While the audiences for each property may not be overly broad, loyal fans are snapping up all kinds of collectibles. Strong price points and high margins make them attractive to specialty retailers as well. Soap Studio, which has made an international name for itself with its highly detailed models — notably a sophisticated Batmobile — showed collectibles based on Game of Thrones and the extended Harry Potter property, including figures from 2018’s Fantastic Beasts: The Crimes of GrindelHanwang CEO Yingjian Liu with Go Go Bird
wald. No category was too obscure for the fandom audience. Pyramid China’s storage boxes, inspired by different Harry Potter Hogwarts houses, were one of the more interesting introductions, and company representatives say they had strong interest from around the world. As always at the Hong Kong show, R/C was a huge sector on display. One of the innovations this year was cars with the ability to move side to side, rather than just forward and back. Not all of the R/C offerings were terrestrial, however. Pyramid China’s One of the show’s hits was Go Go Bird, Harry Potter an easy-to-operate, flying R/C that looks storage boxes like a parrot. It stopped visitors in their tracks as they walked the floor. Develthe international toy industry decamp oped by Hanwang, this robotic bird flies to the East Tsim Tsha Tsui (TST) area. In amazingly. It is the company’s first toy, December, it looked like many manufacand it was its first time at the fair. CEO turers and retailers would stay home, but Yingjian Liu says, through an interpretthat had changed by January. According er, that the company was interested in to several manufacturers, Costco was the developing a toy product and originally only major U.S. retailer that didn’t make planned to create a car. However, after the trip this year. Gary King, the new researching the market, he realized that CEO of RedwoodVentures, noted that his while there were a lot of vehicles, there company went from only a few confirmed were virtually no flying R/C toys other appointments in December to a sudthan drones. The result was Go Go Bird. denly full agenda of retail presentations Rumor has it that an American company throughout the week. picked up the toy for U.S. distribution; The streets of TST definitely seemed however, at print time, that’s still a closely a little emptier than in years past, but the guarded secret. emphasis was on the quality of meetings rather than the quantity. PROFESSIONAL DEVELOPMENT Meanwhile, back on Wanchai (the AND EDUCATION area on Hong Kong island where the The four shows are complemented show takes place), excitement remained by a comprehensive education program high despite reports near the end of the that includes speakers and panels on show that business was down last year. various topics, as well as a half-day toy There was a constant reminder that this conference. Designed to help attendees is a product-driven business, as many understand and capitalize on current companies reported growth even in a trends and stay informed about the latest challenging environment. As always at business conditions, the topics included the Hong Kong Show, innovation, design, discussion of product categories, the imand fun were the main events. » pact of Brexit, and the dynamic retailing environment. Presenters also covered Christopher Byrne is a toy changing safety standards in Europe — industry veteran with more which will affect international business than 30 years of experience — and hot-button issues, such as privacy working at toy companies, related to kids’ products. These sessions writing, and studying the are invaluable for those looking for the business. In addition to writing for all of the major latest information on these topics. Those trade magazines, he has published seven who are interested can find summaries of books on toy-related themes, comments these presentations at hktdc.com. THE VIEW FROM TST During the show at the Hong Kong Convention Center, many members of
regularly on the business and child development as it relates to play, and cohosts “The Playground Podcast.” Follow him on Instagram: @thetoyguy.
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RAISING THE BAR
LEGAL RULES SHOULD BE FAIR, BUT TO WHOM? Always know your rights, especially when and where they apply. by HOWARD N. ARONSON, managing partner, Lackenbach Siegel, LLP IF YOU THINK SOMEONE HAS STOLEN your intellectual property — or injured your toy business in any other way — your company must act promptly. Time is not on your side: A statute of limitations may kick in and bar your action, so it’s important not to wait for incontrovertible evidence. The period to start your lawsuit begins when your company first had reasonable knowledge of the injury — not the date when you are certain a wrong has occurred. DIFFERENT STATES, DIFFERENT RULES Statutes of limitations vary greatly among the 50 states. In trademark cases, the courts will look to the state statute of limitations for analogous types of actions. For example, New York and New Jersey courts have applied a six-year limitation period for fraud. In other states, that period is only two years. In the case of patent infringement, cases must be brought within six years for damages to be considered. Of particular concern for toy businesses, the limitations period for actions on written contracts varies from two to 10 years. In any given case, counsel will advise which limitations period is likely to be applied by the court in your state. In some states, the courts have used the statute of limitations of an analogous state law within that state, such as a consumer fraud statute, which provides a three-year limitations period in some cases. Other state courts have laws in place that provide a set statute of limitations to any claim in which state law does not currently specify a statute of limitations for the given claim. WHY APPLY STATUTES? Statutes of limitations have a long history. In ancient Greece, legal cases carried a five-year statute of limitations, with
homicide serving as an exception. The justification was that statutes of limitations controlled “professional accusers” (sykophántēs in Greek). More recent reasons include: • To require parties bringing claims to pursue those claims diligently; • To avoid “stale claims,” in which defendants may have lost the evidence (including witnesses and memories) necessary to disprove the claims; and • To avoid the injustice of pursuing a claim that has long lain dormant — particularly in criminal cases. Overall, statutes of limitations are judged to promote stability and certainty, so there is a time beyond which a claim cannot be pursued. Statutes of limitations often appear one-sided, but nevertheless, the principle remains that one can lose one’s right to recover on a claim (whether it's fair or not). Simply put, businesses should tread carefully — and promptly — regarding statutes of limitations. TIMING IS EVERYTHING Cases are often decided based upon the exact date on which the statute of limitations began to run. A limitation period usually is measured from the time a cause of action accrues — the date upon which a plaintiff would first be able to bring the claim — or the date upon which the plaintiff first becomes aware of a physical, business, or other type of injury. Often, a party bringing a claim argues that the statute of limitations should not apply or that it should be extended because the other party wrongly concealed the injury. For example, a defendant who uses fraud to conceal the alleged wrong thus tolls (i.e., suspends) the statute of limitations until the plaintiff discovers the claim against them. In other kinds of cases, the courts
apply the “discovery rule,” meaning the limitation period begins not when the alleged injury occurs, but when the party bringing the claim knew — or should have known — that the injury occured. However, since the time between an injury and its discovery can stretch over many years, courts often decline to apply the rule. REMEMBER THIS Once your company has reasonable knowledge, it’s time to take steps to protect its rights. Often, the statute of limitations is delayed or halted by the discovery rule, otherwise the statute of limitations begins to run when there is reason to suspect an injury or a wrongful cause. Note that only a suspicion is necessary (the specifics of how, when, and where the injury occured can come later), but the clock will start ticking. Waiting appreciably past this date brings risks. Do not rely upon a belief that the clock has stopped because the company that caused the injury is using fraudulent means to try to conceal its action. Companies should seek legal advice immediately so they don’t doom their claims, even if meritorious, because frankly: “you snooze, you lose.” It may sound unfair, but it’s the law! »
Howard N. Aronson has provided legal counsel to toy industry companies for the past 30 years. He is the managing partner of Lackenbach Siegel, LLP, an intellectual property law firm recognized for its nine decades of handling toy company issues. Contact Aronson at HAronson@ LSLLP.com or (914) 723-4300.
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by JAMES ZAHN, senior editor A TRIP TO THE MOVIES IN 1985 meant that consumers had to make some serious decisions. In an era when the home video market was just taking off, a theatrical run for a hit film meant that audiences could see it on the big screen for months. In ‘85, that meant an overlap during which The Goonies, Rocky IV, Commando, The Care Bears Movie, Clue, Pee-Wee’s Big Adventure, and The Breakfast Club could potentially be screening in one spot — all duking it out for audience dollars. While the year had many classics, Robert Zemeckis’ Back to the Future (BTTF) captured the crown as its highest-grossing film, spawning two sequels on its way to becoming arguably one of the most celebrated films in the decades since. The warm reception from audiences was largely due to the fact that the film was a cross-generational portrait of America under the guise of a big-budget, time-travel comedy.
“BTTF is, at its core, the story of a family,” says Bob Gale, co-creator, co-writer, and co-producer of the BTTF trilogy. ”Everyone in every culture and in every time wonders, ‘How did my parents meet? What did they do on their first date?’ And the movie dramatizes the amazing revelation we all have when we’re 8 or 9 years old that, ‘Whoa — my grown-up parents really were once awkward kids, just like me.’ These things are universal and transcend time and space.” Like the stories told through the BTTF trilogy, the fandom has become multigenerational. Beginning with the 25th anniversary a decade ago, every five-year mark is celebrated as a milestone, with each celebration somehow topping the last as fans connect with the films in new and exciting ways. “This anniversary, fans can expect more — more apparel, more lifestyle products, more toys and collectibles, more books, more fan events, more digi-
tal content, and more,” says Shayne Misfud, vice president of franchise management for Universal Brand Development. German toymaker Playmobil was one of the first to preview its new BTTF collection at New York Comic Con (NYCC) last fall. A full range of figures in the classic Playmobil scale is accompanied by the centerpiece of the collection: the DeLorean Time Machine. “A special feature of the DeLorean is the gull wings. This opening mechanism is an outstanding developmental achievement in the world of Playmobil,” says Björn Seeger, press officer at Brandstaetter Group, Playmobil’s parent company. “The Flux Capacitor and the car light up to simulate time travel, and there is also a small compartment where fans can insert the plutonium core.” Additional Playmobil BTTF toys — perhaps the most extensive kid-focused toy line in franchise history — are being showcased at Toy Fair New York (TFNY).
SCALEXTRIC 1:32-SCALE DELOREAN SLOT CAR HORNBY HOBBIES Back to the Future returns to the world of high-speed, slot-car racing with the Scalextric 1:32-scale DeLorean Time Machine Slot Car. The vehicle includes an interior Marty McFly figure (non-removable) and a removable lightning rod conductor pole. MSRP: $59.99 Available: scalextric.com 268 THE TOY BOOK | FEBRUARY 2020 | toybook.com
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BACK TO THE FUTURE DELOREAN TIME MACHINE: OWNER’S WORKSHOP MANUAL INSIGHT EDITIONS
Marty McFly (Michael J. Fox) checks the time in Robert Zemeckis’ Back to the Future. Photo: Universal Studios
Aside from a few items, such as a Valterra skateboard, a Panini sticker book, and a small trading card set from Kellogg’s cereal, the licensing program for BTTF didn’t really kick into high gear until Back to the Future II (1989) and Back to the Future III (1990) were released. Early collectibles included ride-on vehicles, die-cast DeLorean replicas, and trading cards from Topps. REVISITING THE PAST FOR THE FUTURE Pop culture licensing allows the exploration of different timelines and opportunities, very much mirroring the BTTF trilogy itself. A new anniversary provides an opportunity for some long-time licensees to revisit the franchise. The “purveyors of pop culture” at Funko will launch new retail programs surrounding the franchise as the company applies its signature style to the entire BTTF brand. “Often in movies, the characters will have multiple classic scenes or more than one iconic look. And when there are sequels, this expands the possibilities even more,” explains Sean Wilkinson, senior art director of creative at Funko. “We have done several Marty and Doc Pop! figures. … Not only do we explore the multiple costume looks, but we also pay attention to props or specific moments that might deserve its own figure. As the Pop! line has progressed, we put characters into more dynamic poses, and this can also add to the different versions we create.”
Several years ago, San Francisco-based maker of pop culture toys and collectibles Super7 released a small assortment of its ReAction Figures with characters from BTTF. This year, the company revisits the franchise for an assortment of toys, accessories, and lifestyle items, including a new, franchise-spanning range of BTTF ReAction figures. “BTTF is one of those iconic movies that changed the landscape of pop culture,” says Brian Flynn, founder of Super7. “It mixed a sense of humor, optimism, and an uncertain coming-of-age journey not only of ourselves, but of our parents as well. In BTTF, you were able to see yourself [as you appeared] both now and then, from kids to adults.” Plans are in the works for new figures, including Marty in his “Darth Vader from Planet Vulcan” radiation suit, a 2015 Griff Tannen, and new versions of the classic characters as they appeared in the 1885, 1955, and 1985 scenes. BACK TO THE THEATER For BTTF’s 35th anniversary, Universal Pictures will release an all-new 4K remaster of the 1985 film, complete with a world premiere at the Turner Classic Movies (TCM) Classic Film Festival in Hollywood this April. Michael J. Fox (Marty McFly), Christopher Lloyd (Doc Brown), and Lea Thompson (Lorraine Baines McFly) will attend the screening alongside Gale. Special-event screenings at theaters across the country will follow. Gale is also helping to bring the
Bob Gale and Joe Walser give an inside look at the unique vehicle that transports its passengers on a voyage through time in the Back to the Future DeLorean Time Machine: Owner’s Workshop Manual. The book includes exclusive illustrations and never-before-disclosed information. MSRP: $29.99 Available Oct. 6
story to the theatre stage with Back to the Future the Musical, which premiered this week at the UK’s Manchester Opera House. Following a 12-week run, the production will move to London’s West End. Gale’s first foray into writing for the stage is the book on which the musical production is based. “Back to the Future the Musical is the story of the first movie, but we’ve changed some things for practicality,” Gale says. “Obviously, we can’t do a van chase or a skateboard chase on stage, so we’ve created counterparts for these things that use the stage environment to its best advantage.” The famed score by Alan Silvestri and songs by Huey Lewis and the News, such as “Back in Time” and “The Power toybook.com | FEBRUARY 2020 | THE TOY BOOK 269
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PLAYMOBIL BACK TO THE FUTURE DELOREAN PLAYMOBIL The DeLorean DMC-12 Time Machine comes packed with play features, including a plutonium tank and a flux capacitor, and Marty McFly, Doc Brown, and Einstein the dog figures. The wheels can be folded 90 degrees for a hover conversion — just like in the movie. Additional items include action figure two-packs based on specific scenes and eras and 6-inch-scale collector figures. MSRP: $49.99 | Available: Major retailers of Love,” have been given a theatrical overhaul, while new musical numbers from Silverstri and Glen Ballard propel the action for a live audience. “There’s nothing like the excitement an audience gets from watching live singing and dancing,” Gale says. “Of course, there’s plenty of spectacle, too. It wouldn’t be BTTF without a DeLorean and lightning, and there are some new and expanded elements in service of our original story that people are going to enjoy. … This musical truly captures the BTTF spirit!” TO BE CONTINUED... Universal’s Misfud says that additional collaborations will continue to
HOT WHEELS ID DELOREAN TIME MACHINE MATTEL The Hot Wheels id Back to the Future Delorean Time Machine brings the famous DeLorean to life as a premium die-cast vehicle as part of the new Hot Wheels id range. Kids and collectors can race the DeLorean in the real world while tracking its stats in the Hot Wheels id app. MSRP: $6.99 Available: Amazon, Target, Apple Store
be revealed from a variety of licensed partners around the world as the year rolls on. Hot Topic, BoxLunch, Zara, and Rubie’s Costume Co. are just a few of the partners on board. “Later in the year, [fans can] be on the lookout for the debut of the BTTF trilogy in 4K from Universal Pictures Home Entertainment and celebrations from Universal Parks and Resorts, retail partners, and more,” Misfud says Still, there’s much to be said about the kids. George and Lorraine had kids. Marty and Jennifer had kids. Even Doc and Clara had kids. New generations of fans are connecting with those who came before them to keep the lineage alive and propel the BTTF franchise into the future. “Another element that BTTF captured 35 years ago was the ‘nostalgia’ factor,” Gale says. “Parents and kids watched the film, and both had emotional connections to the characters and scenes played out in 1950s and 1980s. Now, here we are more than three decades later, and generations of fans are enjoying that nostalgic trend of ‘everything old is new again’ — referencing iconic fashions, music, that car, and more. In BTTF II, we predicted that by 2015, people would be nostalgic about the ‘80s, and that's a prediction that came true then and is still true now,” he says. The connection between kids and parents is a factor that the team at Playmobil was very aware of as the company crafted new toys with a dash of nostalgia. In order to do BTTF right, the company had to hit the cross-generational notes. “We want to create a lasting play experience for children,” Playmobil’s Seeger
says. “By developing new toys based on ... Back to the Future, we’re creating the opportunity to bond parents, kids, collectors, and fans. It’s a special way for families to have fun together.” Gale adds that the lasting appeal of the franchise as a whole is largely connected to a fantasy that audiences still can’t experience in the real world. “The theory of time travel was a fanciful notion 35 years ago, and it remains so [now]. So having a storyline that focuses on the ‘what if’ of traveling through time and seeing the people and places you know in a new light will always resonate with each new generation that discovers this iconic film franchise.”»
BACK TO THE FUTURE DICE THROUGH TIME GAME RAVENSBURGER In the Back to the Future Game, players ages 10 and up work to help Doc and Marty repair the space-time continuum before time paradoxes unravel the fabric of the universe. MSRP: $29.99 Available in June
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Toy companies explore sustainable alternatives for packaging.
by MADELEINE BUCKLEY, associate editor THERE’S NO QUESTION ABOUT IT: Sustainability has become one of the most prevalent topics in today’s marketplace. Eco-friendly initiatives and actions are up for discussion on social media, at protests, and on the political debate stage. According to last year’s Computer Generated Solutions (CGS) U.S. Consumer Sustainability Survey, 68% of consumers rate sustainability as an important factor in their purchases. While toys don’t yet rank as one of the top-five categories that consumers consider most critical for eco-friendly options, the industry is far from immune to this trend. At Toy Fair
Dallas, sustainable toys and packaging were prevalent, with the trend expected to pick up steam this year and beyond. Green toys, recycled materials, and other sustainable initiatives in the toy industry certainly aren’t new, but the second half of last year brought an especially high number of packaging-focused sustainability efforts from some of the biggest names in play. LEGO added to its list of eco-friendly actions by deciding to eliminate plastic shopping bags in its retail stores — with the promise of more announcements on the way this year
— while Hasbro, MGA Entertainment, and Mattel all revealed plans to move toward sustainable packaging.
WHY SUPPORT SUSTAINABILITY? Despite the many conversations around packaging waste, toys make up less than 1% of the typical household waste stream, according to The Toy Association’s official statement on packaging and sustainability. Al Kaufman, The Toy Association’s senior vice president of technical affairs, says the public perception that toys contribute a higher volume of waste comes from what he calls the Christmasmorning effect. “Kids open up their toys, all of the gift opening is done, and then the parents look at this huge pile of packaging in front of them and get the impression that toys are overly packaged,” he explains. However, despite toys’ relatively small waste impact, Kaufman and The Toy Association both fully support sustainable packaging efforts. “I think it’s important for everybody to do their part,” A Hasbro Trolls mini-playset from 2018 with traditional plastic window-box packaging (left), compared to one of Hasbro’s new Trolls mini-playsets (right) featuring the company’s first virtually plastic-free packaging for this year.
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Kaufman says. “I think every industry — large and small, whatever their impacts are — [has] a responsibility to do everything that it can to lessen the impact of their product. … We want to be good corporate citizens and good citizens of the world and do what we can to minimize our impact.” Many other toy companies share this sentiment, expressing a desire to set a good example for the next generation and to help ensure that kids can grow up on a better, cleaner Earth. In addition to moral motivations, there are also business-oriented incentives for embracing sustainable packaging. Kathrin Belliveau, senior vice president of government affairs and corporate social responsibility at Hasbro, explains that as more consumers prefer to shop sustainably, regulators and retailers respond by requiring companies to reduce single-use plastic in their packaging. This means that toy companies must look toward sustainability in order to stay competitive. GOODBYE, PLASTIC When it comes to actually producing sustainable packaging, toy companies have options. Hasbro, for example, plans to remove virtually all plastic from its new product packaging, starting this year and finishing by 2022. There will be a few minor exceptions to this, such as Easy-Bake food packaging, some storage containers, tape, glue, and stickers. In place of polybags, elastic bands, shrink-wrap,
window sheets, and blister packs, Hasbro will switch to open packaging in some cases and replace the plastic with either paper or alternative materials in others. “Our in-house packaging team is continually innovating, testing, and
“I think every industry — large and small, whatever their impacts are — [has] a responsibility to do everything that it can to lessen the impact of their product.”
validating new materials; exploring new solutions; and developing best practices to improve the sustainability of our products and packaging,” Belliveau says. MGA Entertainment (MGAE) CEO Isaac Larian announced in November that the popular L.O.L. Surprise! unboxing dolls — which feature multiple surprise layers for kids to unwrap — will also switch to paper and sustainable materials. Consumers can already recycle the L.O.L. Surprise! wrapping, dolls, and accessories through MGAE’s program with TerraCycle, but these new sustainability efforts will make it even easier to recycle the packaging. Larian says this transition will roll out across L.O.L. and other MGAE products this year. He also says that this packaging change won’t impact the unboxing
experience kids enjoy with L.O.L. Surprise! “If the experience changes, it will be because our fans are wanting something different,” he says. Larian even hints at plans for biodegradable toys on the way from MGAE in the second half of the year. Switzerland-based construction toy company Geomagworld is also making a big move toward sustainability this year, launching a full green line for consumers in June. The packaging in this line includes cardboard boxes made up of more than 70% recycled materials and 80% regenerated PET containers. The products themselves are sustainable, too, made with 100% recycled plastic. “Some cynics might question our motive for such a move — are we jumping on a bandwagon or finding an ‘on trend’ new toy category?” says Nikki Jeffery, senior marketing consultant at Geomagworld. “Our answer to that would simply be, ‘no,’ and this is something we couldn’t be any clearer on. Geomagworld has always been — and will continue to be — committed to all of our social and environmental responsibilities.” THE COST OF GOING GREEN Moving to sustainable packaging materials may seem like a no-brainer, but there are some difficulties and downsides to making the switch. In the case of open packaging, in-store theft is a major concern. And replacement materials — such as PET and sustainably sourced paper — are more expensive and can require new manufacturing equipment or molds. toybook.com | FEBRUARY 2020 | THE TOY BOOK 273
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According to CGS, about 35% of consumers will pay 25% more for sustainable products. However, it can be harder for small- and medium-sized toy companies to swallow the costs associated with redoing their packaging. The Toy Association knows this and offers all of its members a Smart Packaging Initiative Tool. The tool separates toys by category, asks retailers questions about the toys’ packaging, and gives the packaging a score from 0-100 (with 100 being the best). Manufacturers can see how their packaging scores compare to the industry median score in that category, get suggestions about how to improve the packaging, and try out several different designs. Kaufman says this can really help companies that don’t have the resources to do this in house. He also thinks the tool will have a positive impact as companies work to improve their scores to reach industry standards. “That median score is going to go up as all people work to try to improve their scores,” he says. “So it’s a moving goal, and it sort of drives continuous improvement, which I think is also an excellent part of the tool.” The Geomag Sea Bin, located in Marina degli Aregai, Italy
Educational Insights’ Design & Drill Bolt Buddies Pick-It-Up-Truck
PACKAGING = PLAY In addition to replacing plastic packaging with sustainable materials, some companies are opting to make their packaging part of the toy’s play pattern to completely eliminate waste. One example of this is Educational Insight’s new Design & Drill Bolt Buddy line. The toy itself is a character or vehicle that preschoolers can assemble, but each box folds out to become a color-me playset. Heather Weeks, director of product development at Educational Insights, says it is important for toymakers to be mindful of details like this. “Incorporating packaging into the play is one more way to spark a child’s imagination, and in the process take a step toward being a responsible steward for our planet,” she says. “As adults, we set the example. Children may not always appear to listen, but in actuality, they are watching very closely.” Educational Insights’ Director of Marketing Lori Mannion says the only downside to incorporating the packaging into play is making sure that parents and kids notice the extra layer instead of throwing it away out of habit. “This is a great teachable moment between parents and kids, to take care of the box and reuse it over and over again. ...” she says. “We always joke that the kids get so many toys for Christmas and their favorite thing ends up being the cardboard box. We’ve taken that insight to the next level.” BEYOND PACKAGING There are, of course, other sustainable efforts throughout
the toy industry that go beyond packaging. Some companies, such as MGAE, are moving toward biodegradable toys. Others, including Mattel, have introduced recyclable, bio-based plastic toys, such as the new Mega Bloks sets. Educational Insights, meanwhile, aims to disrupt the idea that toys only have a lifespan of a year or two, offering some of the same toys for more than 15 years. “These toys become heirlooms that are passed down from sibling to sibling and parent to child,” Weeks says. “There is a cycle of play here that we believe is a responsible way of creating toys. No one wants to create product that they feel is quickly destined for a landfill.” Geomagworld takes things even further in its efforts to help reduce toys’ environmental impact, working with LifeGate PlasticLess to fund a Sea Bin in Marina degli Aregai, Italy. While the material caught in the bin doesn’t directly become Geomagworld products, the device collects around 500 kilograms (about 1,102 pounds) of debris from the water each year. “We are very aware that what [Geomagworld is] doing is only really going to have a minimal impact on the overall environmental crisis our planet is currently facing,” Jeffery says. “But if we, as a relatively minor player in the market, can make these small but significant changes, imagine the impact if, as an industry, everyone did something! I am sure both our kids and our planet would appreciate it.” » Madeleine Buckley is an associate editor at Adventure Media and Events, where she contributes to the Toy Book, the Toy Insider, and the Pop Insider. She enjoys covering the latest news and trends in the toy industry and pop culture.
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Something for Everyone Specialty stores are catering to adult shoppers with more than just toys. by JACKIE CUCCO, senior editor DON’T PUT ALL OF YOUR EGGS IN one basket when it comes to merchandising in a specialty toy store. While many toy shop owners specialize in toys and games for little kids, more and more retailers are branching out and marketing themselves toward adults, too. After all, most of the actual paying customers are full-grown adults, so why not capitalize on that? Instead of pigeon-holing themselves into selling toys and only toys, many retailers are creating more options for their clientele with specialty gift shops, boutiques, and even coffee shops within their stores. “When we’re looking at why gifts are important, it’s because toy stores not only pull in kids, but because they also pull in parents,” says Christine Osborne, founder of specialty toy store chain Wonder Works, based in South Carolina. “Parents actually love spending money on themselves. If they’re at a toy store and they find a gift for themselves or for another friend, they’re gonna snatch it up. So you have a captive audience there and you really want to take advantage of it.” In addition to toys and books, Wonder Works carries a diverse assortment of locally made items, including pottery, wind chimes, whiskey glasses, wreaths made from oyster shells, and popular grilling tools, such as the Charleston Hooker and the Butt Grabber, from Charleston Specialty Foods. Osborne says that the Charleston Hooker is one of her top gifts, with the store selling more than 1,000 of them a year. She credits a lot of the store’s
specialty item sales to the hard-working artisans who make the products. “You end up having these local artists who do woodworking, make functional tools and art, and they have a local following, and all of the followers come to the store because they can’t get it online or on Amazon,” Osborne explains. “It brings people into your store on a regular basis who are rabid fans of these local makers. It populates your store with traffic, and it provides you with an edge that nobody else has.” Kate Tanner, owner of KidStop Toys and Books in Scottsdale, Arizona, says that she took the plunge and expanded her shop’s merchandise with soy-based
Votivo candles and luxury blankets from Little Giraffe and Saranoni. She told herself that if any products didn’t sell, she would take them home for her own personal use — but she was stunned to find how many last-minute orders she had for the items that holiday season. “When I completed the ASTRA Profit Survey last year, I filled in all my percentages for toys and was a tad surprised to see that 34% of my business was not classified as a ‘common ASTRA category,’” Tanner says. Her shop has since expanded with laundry detergent, wine and bourbon accessories, and tech accessories — and so have her average dollar sales.
The canteen area of Camp’s Fifth Avenue location in New York City
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Similarly, the new Camp toy stores are not limiting themselves to toys either. Each Camp location features a canteen area in the front, which opens up into a hidden toy store in the back. This area acts as a general store with something for everyone, such as apparel, books, mugs, silly office decor, political dolls, and gag gifts. Shoppers can also visit the ice cream and coffee bar, which serves trendy sweet treats from either Momofuku Milk Bar or Ample Hills Creamery, depending on the location. “We really feel like we’re engaging the grown-ups, too,” says Camp’s Chief Marketing Officer Tiffany Markofsky. She explains that a large aspect of Camp’s design is not only attracting customers, but also keeping them in the store for a while — and not just to shop. “We have families spending 90 minutes to two hours in our store. The moms could get a great coffee or delicious ice cream and they’re playing, they’re enjoying, they’re interacting, and we’re creating what we feel is a more enriching retail experience.” The addition of food and beverage makes a typical toy store feel like a full-service boutique. It also makes shopping more inviting and adds a convenience factor for parents. The Awesome Toys and Gifts locations in Stamford and Westport, Connecticut, offers an in-store coffee bar with coffee drinks, tea, snacks, candy, and more. “We noticed that people came in with cups of coffee and then we said, ‘Why don’t we serve coffee?’” owner Nick Tarzia says. Tarzia’s shop holds events and tournaments for kids to get together to trade and play with popular toys, such as Beyblades, Bakugan, L.O.L. Surprise! dolls, the Pokémon Trading Card Game, Magic: The Gathering, and more. The cafe area evolved into a spot for parents, babysitters, and nannies to hang out while kids play. “The truth of the matter is retail is evolving,” Tarzia says. “It’s no longer just a place where people walk in just to buy a toy. It has to have something more to offer. Otherwise they can just sit at their desk and push a button on the computer. We try to give them an alternative.” Here are some tips and tricks on how to supplement your sales with extra merchandise for adult shoppers.
The above assortment of mugs was displayed at KidStop Toys and Books in Scottsdale, Arizona.
1. Give the people what they want. “First and foremost, you must listen to your customers and ask questions. You might just be surprised at what you can find out,” Tanner says. Get to know your community and you’ll quickly figure out what types of items would be a good fit for your store. 2. Know your stuff. “You must be passionate about the items you pick. Otherwise, they will just sit,” Tanner says. If you choose to stock locally made items, learn about the stories behind them. 3. Attend gift shows and conventions. Gain inspiration by walking the aisles and speaking with vendors. You never know what you might find. 4. Start small. If you want to dip your toe in the water, start with socks or candles. According to Osborne, her stores sell those two items all day long. “Our candles range anywhere from $1525, and people snatch those up two or three at a time,” she says. “People love it. They do not hesitate to drop money on a candle or on socks.” Birthday cards work well, too, because there is never a shortage of birthdays. 5. You don’t need to revamp your entire store. If you don’t want to carve out dedicated gift sections, you can
blend the specialty items into certain categories of toys, such as games and puzzles. You can also create small table displays that won’t take up a lot of space. 6. Create Instagrammable moments. People love a good photo-op. Tanner keeps that in mind while organizing her gift sections in KidStop Toys and Books by artfully arranging blankets on top of ottomans and spreading Jellycat plush animals around the gift items. Adults are out there shopping. Toy store owners keep up to date with the latest toy trends, so it’s about time they keep up to date with their customers, too. Whether that means offering refreshments, making shopping more convenient, or featuring a large cross-section of products, it’s worth thinking beyond the toys. »
Jackie Cucco is a senior editor at Adventure Media & Events. She writes for the Toy Book, the Toy Insider, and the Pop Insider, and runs all things Instagram. When she’s not watching slime videos, you can find her playing paparazzi for her pet bunny Peepers (@thebigpeep on Instagram).
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Compiled by JAMES ZAHN, senior editor Toys and entertainment are a match made in heaven. Books, movies, TV series, and even original soundtracks allow fans of all ages to further experience the plastic and plush characters they love. In celebration of the Toy Fair season, this edition of Media Mashup features tons of content based on iconic toys, pop culture brands, and more.
Lucasfilm Ltd. BLU-RAY, DIGITAL
STAR WARS: THE RISE OF SKYWALKER
REISSUES
THE WIZARD (Collector’s Edition) Last year, fans celebrated the 30th anniversary of director Todd Holland’s 1989 film, The Wizard, with a special event screening at the Let’s Play Gaming Expo in Irving, Texas. The post-screening Q&A that followed is just one of many bonus features included on the new, two-disc Collector’s Edition Blu-ray, from Shout! Factory. While the film about a cross-country road trip to compete in a video game tournament in California didn’t exactly wow critics in its initial release — it was panned largely for its product placement — it was a hit with kids and developed a cult following. As interest in retro gaming and the arcade resurgence continues, The Wizard stands as a time capsule representing an interesting marriage between
art and commerce — with a bit of toy history thrown into the mix. It served as the U.S. introduction for Nintendo’s Super Mario Bros. 3 and as a commercial for the notorious Power Glove accessory — a commercial failure developed by Abrams/Gentile Entertainment (AGE) and sold by Mattel for the Nintendo Entertainment System (NES). The Blu-ray includes an allnew 4K transfer of the film, audio commentary from Holland, never-before-seen deleted scenes, all-new interviews with the cast and crew, and more. Available March 24 (Shout! Factory) “The Power Glove. It’s so bad.” — The Wizard
Returning to the Star Wars franchise to conclude what he started in Star Wars: The Force Awakens, filmmaker J.J. Abrams was tasked with finishing the sequel trilogy while concluding the Skywalker saga. The film earned more than $1 billion at the global box office, proving that audiences still have an appetite to visit a galaxy far, far away. The in-home release includes a variety of formats, including 4K Ultra HD, Blu-ray, and digital HD. Bonus features vary widely by retailer and purchase format. Available this spring (Walt Disney Home Entertainment)
BOOKS
HOW TO SOLVE THE RUBIK’S CUBE: AN OFFICIAL GUIDE TO CRACKING THE CUBE The Rubik’s Cube is the world’s best-known puzzle, a magical object that has baffled and fascinated people for more than 40 years. This clearly illustrated, step-by-step guide teaches readers a foolproof beginners’ method for solving the Cube, plus advanced techniques if they want to learn to solve it in seconds. Available April 1 (Eggmont)
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BLU-RAY
PLAYMOBIL: THE MOVIE
BOOKS
Disney animation vet Lino DiSalvo (Frozen, Bolt) makes his directorial debut with this film based on the iconic world of Playmobil. Secret agent Rex Dasher (Daniel Radcliffe) partners with a smooth-talking food truck driver (Jim Gaffigan) and street-smart civilian (Anya Taylor-Joy) on a mission to rescue others who have seemingly vanished into thin air. Available March 3 (Universal Studios Home Entertainment)
VINTAGE GEEK In “the ultimate quiz book for old school nerds,” Vintage Geek challenges readers’ knowledge of 20th-century fandoms through 20 chapters that teach as much as they test. Author Marshall Julius crafts chapters around the Atari 2600, George Lucas’ original Star Wars trilogy, the ‘70s output of Stephen King, Batman: The Animated Series, the first decade of The Simpsons, the Roger Moore years of James Bond, Hanna-Barbera cartoons, “Walt’s Wonderful World of Disney,” and much more. The book also features 50 guest stars — celebrities chiming in with their own trivia questions. Participants include actors Mark Hamill, Lea Thompson, Xander Berkeley, and George Takei; comic artist Jerry Ordway; special-effects legend Howard Berger; authors Brad Meltzer and Bonnie Burton; producer Gale Anne Hurd; filmmaker John Carpenter; and others. Available now (September Publishing)
MUSIC
JOHN MULANEY & THE SACK LUNCH BUNCH: MUSIC FROM THE NETFLIX ORIGINAL SPECIAL The kids’ musical comedy special, from Emmy Award-winning writer/performer John Mulaney (Spider-Man: Into the Spider-Verse), arrived seemingly out of nowhere. Inspired by classic kids’ TV series, such as Sesame Street and the Electric Company, John Mulaney and the Sack Lunch Bunch features songs co-written by Story Pirates’ founding musical director, Eli Bolin (Clifford the Big Red Dog), with lyrics by Mulaney and co-writer Marika Sawyer (Saturday Night Live). The result is this surprisingly delightful collection of tracks from the Netflix special that manages to both parody and pay tribute to the past 50 years of kids’ TV. It’s kid-friendly, but adults are also going to dig it. Available now (Drag City Records)
SPOTLIGHT
KID NUMBER ONE One of the most oft-cited books on toy history gets a sequel that’s also a prequel. More than 20 years after its initial publication, G. Wayne Miller’s Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies That Make Them remains a toy industry must-read, focusing on the East and West Coast rivalry between Hasbro and Mattel. The story continues in Miller’s follow-up: Kid Number One: Alan Hassenfeld and Hasbro. The focus on former Hasbro CEO Alan Hassenfeld straddles Toy Wars as it delves into toy and game industry history, entertainment, and politics. Beyond a look at classic Hasbro brands, such as Transformers, NERF, Monopoly, Magic: The Gathering, My Little Pony, and Star Wars, the book also discusses famous brands from Mattel and other toymakers, many of which have long-since closed. Available now (Stillwater River Publications)
For more Media Mashup content, visit thetoyinsider.com.
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ALL ABOUT THE SERIOUS SIDE OF TOYS Kids aren’t the only ones who learn through play. by WENDY SMOLEN, founder, wendysmolen.com MY HUSBAND COMPARES ME TO Tom Hanks. Not the wise, empathetic, Fred Rogers version of Hanks, but Josh, the exuberant man-child from the movie Big. He views my office full of toys as a giant playground. “You get paid to play,” he says (sometimes a little too incredulously). “Yes,” I answer (sometimes a little too snarkily). And so it goes. But if you’re reading this, your office probably also has its shelf — or three — full of toys. Whether you’re an inventor, a manufacturer, a buyer, a seller, or an analyst, you’re in the business of play. And just like kids, you can learn a lot from playing. Think of any game you love. It’s fun, but you also want to win. It takes strategy, smarts, and a little bit of luck. Here, from my playbook to yours, are proven ways to up your game. COLLABORATE A successful business plan is neither a sprint nor a marathon; it’s a relay. It takes a team to play well. There’s a front-runner with a great reaction time and a speedy anchor to bring it home. Everyone in between also has a significant role. When you’re building your team, you can’t just stack up the fast guys. Consider tag-teaming opposites. In a three-legged
race, kids of different sizes with different skills figure out how to move. Obvious solutions are not always the best solutions — and visa-versa. ITERATE Look at what works, and think about how you can make it better. Pictionary Air, one of this year’s most-inventive products, wouldn’t have existed without the success of the original Pictionary. In Ms. Monopoly, one of the newest spinoffs of multilicensed Monopoly, women entrepreneurs (hurray) earn more money than men (finally). WeCool’s Lil’ Shuckies combine slime, a clamshell case, collectible beads, and jewelry-making into one product. Take a success story, marry it with a hot trend, and see what mashup you get. CREATE We know what happens to people who are all work and no play. Multiple studies have shown how the power of creativity can help relieve stress, alleviate depression, and create a sense of well-being. Jeff Sparr, the co-founder of peacelove.org, a nationwide organization that uses expressive arts to help create peace of mind, paints to help combat his obsessive-compulsive disorder. Carving out time in your day to do something creative can change your entire perspective. On a small scale, pulsing a silly stress ball or having a doodling pad and pen on the table as you sit across from someone can take a lot of pressure off yourself and put a creative spin on the business at hand. COMMUNICATE Talk. Share. Interact. It’s easy to rely on social media. But not all platforms are equal. Moms gravitate to certain sites and teens to others. LEGO has a magazine for fans to view and share amazing projects. In Scratch, an interactive program that
teaches coding, users are encouraged to exchange ideas online. Each site communicates differently. It’s not only important to play where your audience plays, but also to understand how they play. CONCENTRATE AND PROCRASTINATE Balance focus with fog. Do a crossword puzzle. Play Solitaire. Solve a Rubik’s Cube. When you take micro-vacations to think of nothing at all, your “on” time becomes much more productive. NAVIGATE Anyone who has ever played Minecraft knows what it’s like navigating through survival mode. Likewise, when young kids create stories with a Fisher-Price Little People playset, they’re trying to recreate the world they know. In both cases, there’s a sense of adventure, risk, and control. The stimulation doesn’t come from doing the same thing over and over, but from venturing out and pushing the boundaries. Sitting in your office staring at the same walls every day, remaining in your own Toy Fair New York booth while you’re surrounded by hundreds of new ideas, or talking to the same people are not going to help you figure out what’s next. Get out in the field. Walk the aisles. Navigate the world. Play like you mean it. »
Wendy Smolen has spent 25 years playing in the toy industry as an editor, writer, and ideator. She co-founded Sandbox Summit, an idea forum focused on the intersection of play, learning, and technology. Currently, she works with publications, companies, and organizations to create playful perspectives that engage kids and families in innovative and impactful ways.
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REACH MILLIONS OF SHOPPERS THIS HOLIDAY SEASON The Toy Insider runs in the November issue of Parents magazine. Parents readers purchased nearly 36 MILLION toys and games in 2019 — that’s nearly $1.3 BILLION worth of products.
Our digital media program engages toy shoppers with giveaways, product reviews, and demo videos across Twitter, Facebook, Instagram, YouTube, e-mail newsletters, and more. thetoyinsider
@thetoyinsider
@thetoyinsider
@thetoyinsider
The Toy Insider Team appeared in more than 400 national and major market TV segments in 2019, showcasing the BEST toys to millions of consumers all season.
4.5 BILLION
Impressions in 2019!
Laurie Schacht (646) 736-2320 laurie@toyinsider.com
To participate, contact: Jackie Breyer (646) 736-2324 jackie@toyinsider.com toyinsider.com
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James Devin (203) 948-5927 jd@toyinsider.com
#weknowplay
2/4/20 12:10 PM
MARKETING MEMO
REINVENTING YOUR INVENTOR MARKETING 3 Ways to Tell Your Inventors’ Stories by AMY OPHEIM, freelance marketing consultant IF YOU’RE LIKE MANY COMPANIES in our industry, your lineup includes toys and games ideated by external inventors. Why? As Peggy Brown of Peggy Brown Creative Consulting says, “Inventors provide a fresh perspective and different approaches to products that aren’t hampered by the confines of any one particular corporate culture. Really good ideas flourish best in the wild!” Not only do inventors’ products add variety and innovation to your line, but they also provide a unique opportunity to touch your customers in a way that sets your brand apart from the competition — they give you a story to tell. And, lucky for you, toy and game marketers have so many channels at our disposal with which to share these incredible inventor stories, including these three key outlets. PACKAGING Kim Vandenbroucke, inventor and tabletop game developer at Brainy Chick Inc., says, “I find that having an inventor’s name on the box, either on the front or with a bio elsewhere on the package, is the best way to promote inventors.” And this is exactly what some savvy manufacturers are doing. Melissa Mohn, senior product developer at Peaceable Kingdom, a MindWare brand, says, “All of our Peaceable Kingdom games also showcase an inventor photo and short bio on the back cover. It’s a great opportunity for the inventors to get their name or studio name out there. And, with more than 2 million copies of cooperative games sold since their start in 2011, it’s great exposure.” IN-PERSON EVENTS Inventors are also a great way to draw customers to your trade show booth or favorite brick-and-mortar store. Frequent inventor partner Educational Insights (EI) flies several of its inventors to Toy Fair
New York each year so that buyers can meet them in person and make a more meaningful connection to their products. “Educational Insights strives to be an inclusive and relatable brand,” says Lisa Guili, general manager at EI. “Promoting the inventors behind some of our products contributes to the authentic nature of our company culture and brand. Featuring our inventors’ bios on our packaging and bringing the inventors to live events provides a way for us to connect buyers, kids, and parents with the ... real person with an interesting story behind each product we produce.” SOCIAL MEDIA AND LIVE PROMOTIONS “Inventors bring the enthusiasm,” says MaryJo Reutter, principal of You-Betcha Interactive. “Manufacturers would do well to expand beyond the typical and go really guerrilla with their inventor product marketing. Sure, we can help you at Toy Fair [New York], but what about crazy, unexpected places? This is where our products will stand out. And while we’re at it, be sure to expand any event by letting us show off the games and toys on a social media livestream. Anywhere we can engage with our target audience and get super excited about our products is where we should be.” And she’s right. Inventor experiences are perfect for unexpected places and social media. Post those bios, create photo albums, and ask your inventors to livestream or pre-record a video for your social channels. Highlighting inventors is also a great way to stay on the inventor community’s radar, ensuring a steady stream of incoming ideas. “Featuring our inventors on packaging and other marketing materials adds to the genuine nature and authenticity of our brand, which is great,”
Guili says, “but acknowledging our inventors has also strengthened our connection with the inventor community, helping us attract new inventors and solidifying our relationship with inventors we’re already working with. It’s a win-win.” The bottom line is that promoting your inventor relationships is good for your bottom line. Chicago Toy & Game Group Inc. Founder and President Mary Couzin says, “Consumers want to connect with the products they buy. They want to know the story behind the products. At our Chicago Toy & Game Fair, attendees list on our feedback surveys that meeting the inventors is one of their favorite things to do at the Fair.” »
Above: Peaceable Kingdom’s inventor-made games provide a brief bio on the back of the box. Amy Opheim is a toy industry veteran, specializing in creating clear, concise copy that compels consumers to action. Contact Amy at C3 Copywriting for help highlighting your inventor relationships, defining or differentiating your product or brand, or better communicating your inventor product’s unique why-to-buy.
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HIGH-TECH TOYS TAKE CENTER STAGE AT CES Tech toys get physical at this year’s show. by ROBIN RASKIN, founder, Living in Digital Times PARENTS ARE BECOMING MORE WARY about the addictive nature of digital screen time. That has forced the high-tech kids’ industry to rethink its strategy and move beyond apps and screen time toward toys that blend physical and manipulable objects with digital play. You could see the fruits of this labor throughout the show floor at the International Consumer Electronics Show (CES) 2020 — the world’s largest trade show for technology and innovation — in Las Vegas. This year’s offerings feature augmented reality (AR) components, artificial intelligence-powered (AI) robots, toys-tolife games, and more. Read on for some highlights showcasing the most innovative new toys from the show. TANGIBLE TECH Shifu Tacto is a multiplayer, AR gamepad that cradles an iOs or Android tablet. The gamepad uses real figurines, which interact with the player’s tablet, that kids can use to create molecules, aim laser beams, or follow a quest. The latest
in a series of AR game sets from Shifu, the Tacto’s multiplayer board uses the tablet to generate content. While they’re playing, kids are mastering concepts of chemistry and physics, as well as developing analytical thinking and problem-solving skills. There are add-on kits with other AR experiences for the board available for purchase as well. Following a similar theme, Bandai Namco Entertainment’s tori uses what the company calls “mirror play technology” to combine magnetic sensors, a radio-frequency identification (RFID) powerbar, and a tori Board attachment to turn a tablet into a multidimensional experience. There is a lot packed into this game, including toys that kids can construct themselves and some hightech play pieces, such as the tori Wand, tori Catapult, and tori Spacecraft. Kids
Doodlematic transforms doodles into a playable video game.
Shifu Tacto
can create and craft the game with their own physical creations. To enable a game, kids hover one of the play pieces over the special board. Their movements are mirrored on the screen, launching games and adventures. Bandai hopes to release add-on packs in the future. Both of these new forms of toys-tolife games have much in common with Nintendo’s Labo, one of the first play kits to combine digital and physical play so seamlessly. With Labo, kids can build cardboard creations and then bring them to life using a Nintendo Switch console. Physical play also meets digital play with toys that encourage kids to get active. Nintendo did it again with Ring Fit Adventure, which won a Kids at Play Interactive (KAPi) Award for its combination of an exercise-ring-shaped controller and a leg band that accompany Nintendo Switch gameplay. The award’s judges said the incentives that the game levels provided really got kids to move around and exercise. The number of physical game patterns supported by the ring and leg controller combo includes skateboarding, squats, yoga, and karate-like chops.
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Hasbro’s Star Wars Lightsaber Academy Interactive Battle Lightsaber was another CES Award winner. This $50 toy uses Bluetooth and an app to train kids using Jedi moves. Players can choose to learn from Star Wars characters Darth Vader, Kylo Ren, Yoda, Luke, or Rey. Once they master the moves, players head off to complete missions or battle other lightsaber-owning friends. The saber features an accelerometer, a gyroscope, and a barometer that tracks the speed and accuracy of kids’ moves and links to a record-keeping app. Replete with sound, lights, and phrases, it’s a realistic lightsaber fight for sure. An exciting breakout tech company called Doodlematic was one of the favorites at Last Gadget Standing, a CES event in which finalists compete live on stage to determine which product is the “most likely to succeed.” Doodlematic turns pen, crayon, or marker drawings into a video game right before your eyes. All kids need to do is create a doodle of the game world they want to create and take a photo of it. The Doodlematic app instantly transforms the drawing into a playable game. The colors kids use get attributed to game mechanic movements. For example, green is for go. It’s simple to master, but the game can get complex as kids refine their designs. ROBOTS ON THE RUNWAY Kids’ robots have long dominated the CES show floor, and this year proved no different. Roybi’s specialty is teaching kids to speak foreign languages and hone their own native language abilities. The robot is a simple, almost rabbit-shaped toy with AI-powered, STEM-based learning tools that can teach spelling and read stories to help kids learn second languages, according to the toy’s creators. Roybi is recommended for kids ages 3 and up, and parents can track their kids’ progress using their mobile phones. Artie 3000, from Educational Insights, won points for helping kids learn how to code through drawing. Think of it as a robotic spirograph that can teach programming languages, including Blockly, Javascript, and Python. The Sima Robot uses a mobile phone to power itself and transform into a multi-capable robot. Aimed at young
St. Noire, an Alexa-enabled, detective-fantasy board game
learners, Sima can walk, dance, talk, and play games curated by the caregiver, who programs the robot’s speech. Connected to IBM’s Watson cloud, the robot uses Bluetooth and Wi-Fi, which may make it of limited use outside of your home. According to the manufacturers, parents can also use Sima to teach young kids empathy. Beijing Keyi’s Clicbot is a whimsical entry into robot building. Kids can build a robot using smart modules, many of which feature cameras and motion sensors, that click together. ClicBot can respond to hand gestures and even learn to recognize familiar faces. It also plays catch and football, and does dance battles. USING YOUR VOICE There are already thousands of kid-friendly games that use Amazon Alexa or Google Home Assistant — and many of them are using voice as a new art form. The winning game in the voice category went to St. Noire, an Alexa-enabled, detective-fantasy board game powered by voice. The game was created by Virsix Games, founded by Nolan Bushnell (the creator of Pong and Chuck E. Cheese) and entrepreneur-turned-game maker Zai Ortiz. WEARABLES It was a quiet year for kids’ wearables.
The creators of Owlet, the leader in infant sleep data, are now teaming up with sleep experts to create Owlet Dream Lab, providing parents real-time sleep data through an infant’s wearable sock. For older kids, there’s Explora, a smartwatch built on a new platform on which kids are rewarded with digital perks as they complete physical activities offline. The watch’s built-in GPS tracks the missions. OBSERVATIONS It’s worth noting that the majority of toys for kids — especially educational toys for kids — at CES were not developed in the U.S. Toys “R” Us also shared insight into the Tru Kids Brands and b8ta partnership that plans to bring experiential shopping to the kids’ toy industry. It was evident that the old way of selling toys to kids just isn’t working anymore. » Robin Raskin is founder and CEO of Living in Digital Times, a conference and event company that looks at the intersection of technology and lifestyle. Her company partners with the CTA and CES to produce kids and family tech programming, among others. Raskin has spent her career exploring technology, published numerous books, and served as a broadcast commentator for major networks.
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Playtime Sales & Marketing Co. LLC A Toy Manufacturers Sales Representative Corporate Office: 331 Piermont Road, Norwood, New Jersey 07648
TEL: 201-784-7727 E-MAIL: murraybass@playtimesales.com lensoyka@playtimesales.com carolleeman@playtimesales.com The Playtime Sales & Marketing Company, LLC. is a Toy and Electronics Manufacturers sales representative organization. Our prime focus is to represent Toy and Electronics Manufacturers to the Mass Market Retailers. The principals of our Company are Len Soyka and Murray Bass. Our only vocation has been in the Toy Industry. We are dedicated toy professionals. Our geographical areas of sales coverage and accounts include: • NEW ENGLAND…Connecticut North to Maine and Upstate N.Y. Accounts… CVS Drug, BJ’s Whle Club, and TJ Maxx, • NY METRO NY City and New Jersey. Accounts... dd’s Stores, Macy’s Backstage, Cititrends, Burlington Stores, Xmas Tree Shops, Shepher Distributors, Buy Buy Baby, Party City, Bed Bath and Beyond, Stevens Intl., and NY area Supermarket chains. • MID-LANTIC…Pennsylvania, Washington D.C., Northern Virginia and Western Ohio. Accounts…Rite Aid Drug, Group Sales, Boscov’s, 5 Below, Dollar Tree, Variety Wholesale and Big Lots. • K mart USA // JC Penney Catalog // Universal Studios Orlando // Target and Walmart • CANADA…Walmart, Toys R Us, Canadian Tire and Costco • CHINA…We maintain a full time Hong Kong sourcing Office We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries.
®
To place a classified ad, please contact Bill Reese at 212-575-4510 x2322 or bill@toybook.com.
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INDUSTRY MARKETPLACE
4D Brands.................................. 221
Funrise............................... 157, 159
MukikiM..................................... 109
Abacus Brands........................... 101
Games Workshop...................... 225
NKOK..................................... 24-25
ADK Emotions NY..................... 105
Geomagworld........................... 143
Odyssey Toys.......................... 42-43
Aliquantum International........... 169
George & Co. ........................... 223
Pacific Cycle....................... 243, 245
Alpha International Toy...... 189-208
GUND..................................... 34-35
Play Wise................................... 279
Ann Williams Group.................. 149
Hasbro........................................ 1-2
PlayMonster................................. 59
Arckit......................................... 155
HEXBUG...................................... 55
Playtime Sales and Marketing... 183
Art’s Ideas.................................. 227
Horizon Group USA................... 137
Regal Logistics............................. 65
ASTRA....................................... 277
Hornby Hobbies..................... 38-39
Rhode Island Novelty Co. ......... 186
Autruche.................................... 215
Hunt A Killer.............................. 217
ROYBI........................................ 123
Bandai America........................... 61
Hunter Products........................... 73
Rubie’s Costume Co. .................. 47
Basic Fun!................................... 6-7
Hyper Bicycles........................... 251
Sakar International..................... 247
BBC Worldwide......................... 235
IMC Toys.................................... 177
Schleich USA............................. 103
Beverly Hills Teddy Bear Co.... 28-29
Innovative Designs..................... 119
Scholastic Entertainment........... 231
Bonkers Toy Co........................... 95
Iscream...................................... 121
Shenzhen Retevis
Boss Fight Studio...................... 257
Jada Toys................................ 36-37
Technology Co. ........................ 125
Canspan BMG............................. 81
Jakks Pacific............................ 20-21
Small World Toys....................... 115
Cepia........................................... 97
Jam’n Products....................... 26-27
Spin Master.............. 10-11, 127-134
CHITAG..................................... 285
Jay@Play.................................... 111
Sunny Days Entertainment........ 161
ChizComm.............................. 44-45
Jazwares..................................... 107
Super Impulse............................ 167
COBI.......................................... 145
Kahootz Toys............................. 141
Thames & Kosmos.................. 12-13
Cra-Z-Art................................. 22-23
Kellytoy................................... 40-41
The Learning Journey................ 241
Crazy Aaron’s............................. 163
Learning Resources................... 239
Thin Air Brands.......................... 171
Cuddle Barn.............................. 179
Lionel Trains............................... 259
TOMY.......................................... 99
Diaframma Advertising................ 69
Little Kids................................... 249
The Toy Association................... 275
Douglas Co. .............................. 181
Little Rebels............................... 187
Toysmith.................................... 117
Dr. Seuss Enterprises................... 79
Maccabi Art................................ 173
Viacom/CBS
Duncan Toys Co. ....................... 229
Madame Alexander Doll Co. .... 175
Consumer Products................... 233
Dynacraft.......................... 16-17, 19
Magformers............................... 139
VTech Electronics......................... 57
E-Blox........................................ 153
Maisto......................................... 8-9
WeCool Toys............................. 147
Educational Insights.................. 237
Maru and Friends...................... 185
Wicked Cool Toys...................... 255
Elenco Electronics...................... 151
MasterPieces............................. 219
WowWee................................ 30-31
Entertainment One................. 14-15
Mattel.............................. 83-90, 291
Wrebbit 3D................................ 213
Fat Brain Toy Co. ...................... 292
McFarlane Toys.................. 261, 263
WTHRA...................................... 267
Flycatcher.................................... 93
MindWare.................................. 211
YuMe Toys................................. 165
Folkmanis................................... 113
Moose Toys................................. 3-4
ZURU....................................... 32-33
The ad index is published as a courtesy. While every effort is made to be accurate, late additions and changes in layout may result in errors and omissions.
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FLASHBAC CREATOR OF PEANUTS, CHARLES SCHULZ, RETIRES
More than 60 Hong Kong toy companies will attend Toy Fair 2000, the largest group ever organized by the Hong Kong Trade Development Council (HKTDC). The organization’s entire exhibition can be seen throughout the five-day event. “This constitutes the most massive display of new Hong Kong toys we’ve ever mounted anywhere in the Americas,” says HKTDC Product Promotion Director Stephen Mak. The Hong Kong pavilion will be especially strong in educational toys, electronics, dolls, plush creatures, and die-cast or plastic playsets.
MAGGIE AND THE FEROCIOUS BEAST CHILDREN’S BOOK BECOMES NICK JR. SERIES
This summer, Simon & Schuster’s children’s book Maggie and the Ferocious Beast will debut as an animated series on Nick Jr. Maggie is the story of a 5-year-old girl who takes her favorite stuffed toys Hamilton Hocks and the Ferocious Beast on daily adventures into the imaginary world of Nowhere Land. Nelvana is in negotiations with a master toy licensee and plans a September 2000 retail launch for Maggie licensed merchandise.
Marvel Comic’s Spider-Man, one of the world’s most recognizable superheroes, will bring web-swinging action to the Sony PlayStation and Nintendo 64 when Activision releases the first-ever Spider-Man 3D game.
Playskool’s Talking Light-up Dragon Tales dolls feature the cuddly plush dragon characters Cassie, Ord, and the two-headed Zak and Wheezie from the magical world of Dragon Tales. Kids can squeeze the plush’s hands to light up their badges and hear one of five different phrases.
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Pokédex Gold is the ultimate tool to keep track of all 100 new Pokémon characters. The new Pokédex includes a capture list and features unique animations for each character, plus a calculator, a clock, and a date function.
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HONG KONG DELEGATION TO PARTICIPATE IN TOY FAIR IS LARGEST TO DATE
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Charles Schulz, creator of the Peanuts comic strip, retired on Jan. 4, 2000. In a letter to his readers, colleagues, fellow cartoonists, and friends, Schulz writes, “I have always wanted to be a cartoonist, and I feel very blessed to have been able to do what I love for almost 50 years. That all of you have embraced Snoopy, Charlie Brown, Lucy, and Linus, and all the other Peanuts characters has been a constant motivation for me.” In accordance with Schulz’ wishes, his last original daily strip appeared on Monday, Jan. 3, and his last original Sunday appeared on Feb. 13.
FEBRUARY 2000
Playmates Toys introduces a toy line based on 20th Century Fox’s The Simpsons. The Simpsons Intelli-Tronic features interactive environments, talking figures, and a remote-controlled skateboarding Bart Simpson.
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290 THE TOY BOOK | FEBRUARY 2020 | toybook.com
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