Vol. 28, No. 2
Revolutionary Road New Technology Is Driving R/C Sales page 34
The New
Appsession
e v a W A New ? h s u l P in
Appcessories Invade the Marketplace
Products that work with smart devices are a hot new trend that has retailers shuffling buyers and aisles to figure out where and how these products should be merchandised. Coming out of Toy Fair, the industry was marveling at the possibilities. Are appcessories the wave of the future? Or are they here today, gone tomorrow? Editor Elizabeth A. Reid delves into this new category to get some answers and raise some questions.
page 22
page 53
ASTRA’s Tips for Making Your Store a Destination
Plush
page S6
March/April 2012
page S4
page 47
table of contents
March/April 2012
Published by Adventure Publishing Group, Inc.®
Volume 28, Number 2 www.toybook.com
Features
Women in Toys Honors Outstanding Business Leaders
Top Toy Trends for 2012
Page 68
Digital Kids Conference:
P UBLISHER Jonathan Samet jsamet@adventurepub.com E DITOR IN C HIEF Jackie Breyer jbreyer@toybook.com
Page 18
A SSOCIATE E DITOR Elizabeth A. Reid ereid@toybook.com
Helping Businesses Reach HyperConnected Youth
Departments Editor’s Viewpoint Page 10
A SSISTANT E DITOR Melissa Tinklepaugh mtinklepaugh@licensingbook.com
Page 20
The New Appsession
A SSISTANT E DITOR Ericka Johnson ejohnson@toybook.com
Page 22
Stat Shot
C ONTRIBUTING W RITERS /E DITORS Andy Marken, Kathleen McHugh, Kristin Morency, Reyne Rice, Michael Sherman
Page 12
Tablet Playbook for Kids
TIA Perspectives
Page 30
Page 14
Revolutionary Road
Industry Update
Dropping in price and surging in sales, new technology is driving R/C vehicles at retail.
Page 16
A DVERTISING D IRECTOR Diana Veach dveach@adventurepub.com P RODUCTION D IRECTOR Anthony K. Guardiola aguardiola@adventurepub.com C ONTROLLER /O FFICE M ANAGER Robert Forde rforde@adventurepub.com
Page 34
5 Questions with DEMDACO
A New Wave in Plush?
Page 46
Page 47
O FFICE A SSISTANT Leah Rocketto lrocketto@adventurepub.com
Talking Social Media Page 66
Specialty Toys & Gifts: Page 53 What’s New Page 71
Industry Marketplace Page 72
Flashback: March/April 1992 Page 74
New Page s
Insights ASTRAP’asge S4 Wha t’ Pag s New e S1 2
S3
U.S. Corporate Headquarters Laurie Schacht, President laurieschacht@aol.com
Adventure Publishing Group, Inc.® 307 Seventh Ave., #1601 New York, NY 10001 Phone: (212) 575-4510 Fax: (212) 575-4521
case w o h S h s u l P age S6 P
Media Center Page S13
Member, International Toy Magazine Association
Editor’s
Viewpoint
Giving Kids What They Want
Jackie Breyer editor in chief
I
can’t use my iPad without my 2-year-old daughter demanding a turn. It doesn’t matter what she’s doing, my iPad is way cooler. She has more games on it than I do, and most of them are educational. She learns phonics, logic, matching skills, and much more, and loves it. Some apps will read her a story, and then let her interact with the characters and play along. From both a parent’s perspective and a kid’s perspective, that’s tough to compete with. Consumers in general are into tablets, smartphones, and apps. We need our smartphones, we gotta have the tablet, and the apps, well, they’re free or really cheap, and just so easy to purchase. Just tap and download. This trend has efficiently trickled down to kids, and now we play tug of war with them to use our own devices. Technology for kids is an undeniable force in the toy industry and beyond. Our industry has a way (and rightly so) of jumping into the latest trends in an attempt to capitalize on whatever kids are into. Toy manufacturers are approaching this tech trend (way of life?) from multiple angles. A number of manufacturers are introducing tablets designed for kids. These tablets are kid-friendly, less expensive than adult tablets, and offer educational and safe apps for kids. Plus, it allows parents to keep their own device to themselves. Check out page 30 for a rundown of offerings available this year. A slew of other manufacturers are introducing products that are meant to be used in conjuntion with a smartphone or tablet, enhancing gameplay and functionality. Deemed “appcessories,” these products were the talk of this year’s Toy Fair, and they are raising a bit of confusion among retailers. It’s clear these products should be taken seriously, but which ones will be a success? Where should they be merchandised? See page 22
10 • THE TOY BOOK
for a look at this new category. In this issue we also take a look at the R/C category, which has been getting quite a buzz thanks to new technology. Here we take a look at Bluetooth technology and video game functionalities, and how they are affecting the overall R/C category. Check it out on page 35. Since it’s tough to snuggle with these tech toys, we also take a look at what’s new in plush. Flip over to page 47 to see the latest offerings. ■
MARCH/APRIL 2012
S TAT S HOT A MAZON . COM
TOP 10 FAMILY E NTERTAINMENT & CASUAL GAMES TITLES R ANKED BY T OTAL U.S. U NITS , F EBRUARY 2012
RANK 1
JUST DANCE 3
2 SYMA R/C HELICOPTER
MICHAEL JACKSON: THE EXPERIENCE
4 RORY’S STORY CUBES
14 CRAYOLA WASHABLE FINGERPAINTS PRIMARY
WIPEOUT: THE GAME
6 INSECT LORE LIVE BUTTERFLY GARDEN
16 MONSTER HIGH OPERETTA DOLL
DANCE CENTRAL
8 TY BEANIE BABY MAX & RUBY SET
18 LEAPFROG LEAPPAD EXPLORER LEARNING TABLET
WIPEOUT 2
4
DANCE CENTRAL 2
5
PLANTS VS. ZOMBIES
7
ROCKSMITH
6 8 9
10
1 THE HUNGER GAMES MOCKINGJAY PROP REP PIN 11 LEGO NINJAGO KAI ZX
TITLE
2
3
B EST-S ELLING T OYS , M ARCH 2012
3 ANGRY BIRDS: KNOCK ON WOOD GAME
5 SPOT IT
12 SNAP CIRCUITS JR. SC-100
13 PERPLEXUS MAZE GAME
15 LEGO GREEN BUILDING PLATE
7 F-P OCEAN WONDERS SOOTHE & GLOW SEAHORSE PINK 17 ACCOUTREMENTS HORSE HEAD MASK
BEJEWELED 3
9 QWIRKLE BOARD GAME
JUST DANCE KIDS 2
19 FISHER-PRICE BRILLIANT BASICS BABY’S FIRST BLOCKS
10 F-P OCEAN WONDERS SOOTHE & GLOW SEAHORSE BLUE 20 WEBKINZ RABBIT
Source: The NPD Group/Retail Tracking Service
Will Appcessories Have Staying Power? ,
Source: The NPD Group/Consumer Tracking Service
12 • THE TOY BOOK
“A few years ago, as computer usage became a significant part of kidsʼ lives, there was a rush of introductions of toys that worked with the Internet, referred to as “web‐connected play.” Since 2009, revenues generated by web-connected play toys have decreased from $340 million in the U.S. to $80 million in 2011. “Now, as kids are flocking to app devices, the toy industry is introducing a wide array of app toys to the market. The revenue generated by app toys in 2011 increased more than fourfold over 2010, and with many new app toys prominently featured at Toy Fair, we will see a greater number of these products from a variety of manufacturers on retail shelves this year. Whether this type of toy holds on with kids, or goes the way of web‐connected play, remains to be seen.” —Anita Frazier, industry analyst, The NPD Group
MARCH/APRIL 2012
.
,
,
,
,
ʼ
ʼ
Source: The NPD Group/Consumer Tracking
“Product innovation is driving sales of older kids back into the toy market. From building sets to outdoor toys, from spinning tops to dolls, major product launches and franchises with real sophistication, modern content, and added play value have generated a rebound of interest in all categories of toys. Collectibility is also playing a big part in the European toy market. After years of seeing kids ages 8 and up moving into sports, fashion, consumer electronics, and video games, we are thrilled to see them embrace toy brands again, even up to secondary school.” —Frederique Tutt, Toys Europe analyst, The NPD Group
Top Properties* Across Europe in 2011 UK
France
Germany
Italy
Spain
1 Disney•Pixar Cars
Playmobil
Playmobil
Barbie
3 Lego City
Disney•Pixar Cars
Disney•Pixar Cars
Disney•Pixar Cars
Playmobil
Lego City
Hello Kitty & Friends
2 Star Wars
Beyblade
4 Hello Kitty & Friends Barbie
Star Wars Barbie
5 Barbie
Hello Kitty & Friends Lego Duplo
7 Nerf
VTech Baby
6 Toy Story 8 Disney Princess
9 Sylvanian Families
10 Peppa Pig
Littlest Pet Shop
Lego City
Star Wars
Lego Technic
Zhu Zhu Pets
Winnie the Pooh
Source: NPD EPoS Retail Tracking
MARCH/APRIL 2012
Beyblade Filly
Carrera
Disney•Pixar Cars
Hello Kitty & Friends Monster High Ben 10
Mickey & Friends Bakugan
Cicciobello
Disney Princess
Winnie the Pooh
Barbie Nancy
Mickey & Friends Nenuco
SpongeBob SquarePants
Beyblade
*a property includes brand and licensed product sales
THE TOY BOOK • 13
Toy Industry Association Perspectives
ToyDesignCon 2012:
Informing and Inspiring Toy and Game Designers by Kristin Morency, Toy Industry Association
T
oy Industry Association (TIA) and The Strong, home of the National Museum of Play, invite toy and game designers to come together for a three-day “play date” this June at the world’s most comprehensive historical collection of toys and games. From June 24-26, ToyDesignCon 2012: Informing and Inspiring Toy and Game Designers will bring creative professionals from across the country to The Strong in Rochester, N.Y. for a design conference that will cover topics spanning the history of toy design, new ways to innovate, and updates on emerging regulations and technology affecting current and future toy design. With the goal of stimulating fresh design ideas by taking inspiration from the past and providing information for the future, the event will offer two tracks, “Inform” and “Inspire,” to provide conference goers with a well-rounded program. A networking cocktail reception will kick off the activities on Sunday, June 24, followed by two days of educational seminars and facilitated group tours of The Strong’s resources, including the museum and its play areas and observation rooms; library and archives of play; and world-renowned toy collections. Among the speakers will be Christopher Bensch, vice president of collections, The Strong, who will deliver a keynote address and provide a historical overview of toy design; Joan Lawrence, TIA vice president of standards and government affairs, who will moderate a panel called “Designing for Safety” (Inform track); and Al Kaufman, TIA senior vice president of technical affairs, who will moderate the “Designing for a Sustainable Environment” panel (Inform track). Visit events.toyassociation.org for additional program information. “We are pleased to partner with The Strong to provide a playful, interactive setting for this inaugural conference,” says Carter Keithley, president of TIA, who will deliver ToyDesignCon’s Opening Day remarks alongside G. Rollie Adams, president and CEO of The Strong. “The energy, in-
14 • THE TOY BOOK
genuity, and creativity of the toy designer and inventor community is at the heart of our industry’s great success.” In-house toy design teams and their executives from TIA member companies, independent toy designers/inventors, and other creative professionals are invited to register for ToyDesignCon 2012 on ToyAssociation.org under the “Events” tab. Negotiated room rates are available at the Hyatt Regency Rochester for $129 (single or double occupancy) or $304 (suites) per night; call Hyatt Reservation Center at 888-421-1442 and mention “Toy Industry Association Design Conference.” Round trip shuttle service between the Hyatt Regency and The Strong will be provided each day of the conference. Contact TIA’s Stacy Leistner (646-520-4858, sleistner@toyassociation.org) for more information. Attendees are also encouraged to take advantage of the annual Rochester International Jazz Festival taking place from June 22-30. Visit www.rochesterjazz.com for more information. ■
MARCH/APRIL 2012
Industry Update FanTOYstic Fact
CPSC GRANTS EXCEPTION TO LEAD CONTENT LIMIT RULE The Consumer Product Safety Commission (CPSC) has granted an exception to the 100 parts per million (ppm) lead content limit rule under the Consumer Product Safety Improvement Act (CPSIA). The exception is for certain aluminum alloy components of children’s die-cast, ride-on pedal tractors, and similar component parts made of aluminum alloy on similar ride-on children’s products for kids ages 3 and up. These aluminum alloy components must continue to meet the 300 ppm lead standard previously in place.
MEGA BRANDS AND MATTEL ANNOUNCE LICENSING PARTNERSHIP Mr. Potato Head, the first toy to be advertised on network television, is celebrating its 60th anniversary this year and a lifetime of memorable events. The spud made its debut on May 1, 1952, and married Mrs. Potato Head shortly after in 1953. Potato Head parts were initially sold for $.98 for use with real potatoes. After being nominated for mayor of Boise, Idaho in the mid ’80s, Potato Head starred in Disney-Pixar’s Toy Story in 1995. Last year Mr. and Mrs. Potato Head recieved their first “bake-over” in 30 years, sporting a thinner look, and this year, after nearly 60 years of “spud love,” the couple is renewing their wedding vows. This spring, Playskool is releasing Mashly in Love, a limited-edition, 22piece set. Celebrating this big day, Mr. and Mrs. can hold hands and are packaged with a top hat, veil, wedding head band, and more.
Mega Brands, Inc., has signed a multiyear global licensing partnership with Mattel, Inc., to develop construction toys based on the Barbie and Hot Wheels kids’ brands. The new lines will be available at retail beginning next spring. The Mega Bloks Barbie collection will focus on creative play and customization. The line will feature Barbie and her friends in a buildable world of fashion and dream locations. The Mega Bloks Hot Wheels collection will center on performance, stunts, and cars, and will allow boys to customize through construction.
FAMOSA’S PINYPON MAKES ITS U.S. DEBUT Pinypon, a line of collectible and customizable mini-dolls, pets, play sets, and vehicles, is making its U.S. debut after a successful launch abroad. This colorful collection of interchangeable friends is developed by Famosa. Pinypon’s U.S. launch marks Famosa’s official entry into the U.S. market, with plans to introduce additional brands later this year. With Pinypon, girls can swap outfits, accessories, hairstyles, and even faces to create their own special friend. Not only can girls dress Pinypon using fashionable clothing, but they can spin the head around for an alternative personality. The accessories can be stored inside the doll to avoid any lost pieces. The dolls are available nationwide at Toys “R” Us and Target stores.
Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Book’s Toy Report. Just send an email to subscribe@adventurepub.com, and add that address to your address book to ensure delivery. For up-to-the-minute news, follow The Toy Book on Twitter: twitter.com/ToyBook, and “like” The Toy Book on Facebook: facebook.com/TheToyBook. Visit our blog at www.toybook.com.
16 • THE TOY BOOK
MARCH/APRIL 2012
JAZWARES NAMED MASTER TOY LICENSEE FOR YO GABBA GABBA! Wildbrain Entertainment has tapped Jazwares to expand the Yo Gabba Gabba! toy line, serving as the master toy licensee. Jazwares, which joins a robust Yo Gabba Gabba! consumer products program featuring more than 40 licensees in the U.S., will manufacture, market, and distribute a line of preschool toys based on the television series. The company’s line will include a broad range of categories, including figures and accessories, plush, play sets, vehicles, and musical toys. Products will be available at mass and online retailers nationwide by next spring
NELVANA ACQUIRES CHORION’S INTEREST IN MAX & RUBY Nelvana Limited has acquired Chorion’s Silver Lining Production Limited’s interest in preschool property Max & Ruby. Nelvana now has the complete worldwide TV production and merchandise licensing rights to the brand. Max & Ruby follows the adventures of bunny siblings: the irrepressible and mischievous Max and his older sister, Ruby. In each story Max wants one thing, Ruby wants another thing, and even though they love each other, they have very different ideas on just about everything.
DISCOVERY SIGNS POOF-SLINKY FOR MYTHBUSTERS Discovery Communications has signed a new licensing deal, brokered by licensing agent The Joester Loria Group, with Poof-Slinky for the Discovery Channel’s science series MythBusters. Poof-Slinky will handle the production of the MythBusters science activity kits, formerly overseen by licensee Giddy Up. The updated MythBusters kits feature new packaging and will debut at Dallas Toy Fair. The kits will be distributed at mass, book, department, and specialty store chains; e-commerce sites; and retailer and mail order catalogs.
CRA-Z-ART AND ROVIO LAUNCH ANGRY BIRDS ACTIVITIES AND CRAFTS LINE Activities and stationery manufacturer Cra-Z-Art and Rovio Entertainment have partnered for a new line of Angry Birds-branded activity products for kids ages 3 and up. Cra-Z-Art debuted an Angry Birds Figure Maker Playset, a Super Doodle Drawing Toy, Putty, Color Your Own Bird Bean Bags, a Super Fun set, an Activity Roller Desk, and a Giant Coloring Pad at American International Toy Fair in New York City.
DATES SET FOR 2013 NUREMBERG TOY FAIR The 64th Spielwarenmesse International Toy Fair Nuremberg has been set for January 30-February 4. During the event, toy professionals from around the world will gather to view the industry’s newest products and trends. Exhibitors can still sign up through April 30. To obtain application documents for next year’s Nuremberg Toy Fair, visit www.toyfair.de/exhibitors/application. The Spielwarenmesse International Toy Fair Nuremberg is organized by fair and marketing services provider Spielwarenmesse eG. Spielwarenmesse eG also released a report on this year’s Nuremberg Toy Fair. According to the report, the top international home country for exhibitors was China, followed by Hong Kong, Great Britain, Italy, France, U.S., Netherlands, Spain, Taiwan, and Belgium. For visitors, top international home countries were (in order) Italy, France, Netherlands, Great Britain, Russia, Spain, Austria, Czech Republic, Poland, and Switzerland.
MARCH/APRIL 2012
EMG TO HANDLE FLOPPETS LICENSING Evolution Management Group, Inc. (EMG) has been appointed by Zydeco Studios to handle the global licensing, sales, and brand management for Floppets, a gender-neutral brand of customizable characters for kids ages 4-12, in an effort to extend the brand across multiple consumer channels. Under the multiyear agreement, EMG will help extend the sales and distribution of Floppets into a variety of retail channels and categories, including toys, footwear, gift, amusement/theme parks, and vending machine capsules. EMG will assist Zydeco to expand its current product offerings with the addition of new licensed characters.
THE TOY BOOK • 17
Top Toy Trends for 2012 A
The top trends across the toys and games industries for this year include, for simplification, the ABCDEs: applification of toys, body fitness, creativity and storytelling, digital and diversity, and ecofriendly and entertainment influences.
by Reyne Rice, toy trend expert
=Applification of Toys
The newest transference of the app craze is applifications and appcessories. Many new toys on the market began as apps and then crossed the line into the world of physical toys, such as Angry Birds Knock on Wood game by Mattel, Annoying Orange plush by The Bridge Direct, and Fruit Ninja role-play items by Jazwares. This trend has also triggered the transformation of toys and games into apps. Solitaire Chess and Chocolate Fix, for example, now exist as smart device games, stemming from physical games by ThinkFun.
Solitaire Chess on the Apple iPad
Toys and games have been created to capitalize on new apps with activities that marry the two play patterns together. Manufacturers have extended already popular physical toys to apps to further play value with ties to a physical product. AppMATes and Appfinity from Spin Master, AppGear from WowWee, Apptivity from Mattel, and the Life of George from Lego are examples of how apps have become playful ways to continue to enjoy play experiences, either in a physical way or in a digital experience. (See “The New APPsession” on page 22 for more information on the appcessories category.)
18 • THE TOY BOOK
B
=Body Fitness
Getting up and moving for fitness and active play is being encouraged by society’s desire for more hands-on physical activities and less couch potato inactivity. Kids have an innate interest in challenges and competitions, characteristics that naturally fit physical activity. New categories of products showing growth include stunt scooters, such as Razor’s Black Label T-Bar scooter and Street Surfing’s Wave Scooter, that employ actions that are part-waveboard and part-scooter in one active play pattern. Skateboards have morphed with new wheel treatments that require trickier moves. Rockboard’s Descender skateboard comes equipped with heavy rollers on four tough-asnails treads positioned around three sets of wheels for traction and power. The board enables riders to “surf” down grass and all-terrain hills. The new Hudora Twin Skate system, unveiled at the Spielwarenmesse International Toy Fair in Nuremberg, requires mastering movements that rely on caster wheels and in-line skating and skateboarding skills. Radio-controlled vehicles are being adopted for play both indoors and outdoors, such as Carrera’s new smaller fourchannel helicopters, Silverlit’s Bluetooth-enabled Enzo Ferrari race car, and FlyLine’s new tethered 2.4 GHz complete
MARCH/APRIL 2012
airplane flight systems. Big Wheels are back, as Jakks Pacific re-launches the classic nostalgic cycles, eliciting parents’ memories of spin-outs and speed racing. Targeting the previously more sedentary video-gamer kid who was sequestered in front of a computer screen, these new products encourage the competitive spirit of gamers by involving them in individual and group activities. They also offer stimulation and challenges that appeal to the gamer mentality and skill sets. Strategy, negotiation, problem-solving, hand-eye coordination, and fitness all combine to build a more balanced approach to play.
C
=Creativity and Storytelling
From the continuation of last year’s transmedia storytelling trend, kids are also engaging in digital and imaginative storytelling, and creating verbal histories and activities that engage others in very personal ways. Roleplaying is encouraged and celebrated. New entertainment and character licenses bring epic sagas and mini-episodes to kids’ attention, providing a vast opportunity for all ages to engage in storytelling as a social connection tool. Examples include Monster High from Mattel, Mini Lalaloopsy from MGA Entertainment, and Moshi Monsters from Mind Candy, as well as decades-old superheroes and Hobbits that are being reintroduced to a whole new generation of kids. This trend also celebrates kids as creators, entrepreneurs, hands-on scientists, crafters, and storytellers. Whether kids are experimenting with digital content, cuisine, crafting, or physics, they are learning while they personalize and develop their skills. These broader experiences build their ability to weave their own personal stories. Tweens and teens are particularly engaged in this trend.
D
=Digital and Diversity
By engaging in a variety of both on-screen and offscreen activities, kids learn about multitasking, social play, strategic gaming, competition, and logic. Parents are
MARCH/APRIL 2012
encouraging kids to engage in offline, off-screen activities. This has spawned a wealth of new toy development in competitive, Rockboard’s Descender hands-on racing and radio-controlled skateboard activities, to name a few. This offline skill set pairs with the new digital skill sets that kids are intuitively drawn toward, and when combined, provides a balanced approach to a child’s body-and-brain development. With digital technology and interactive skill sets being tapped both in school and out of the classroom, the rise of on-the-go play with mobile technology tablets has increased. More than 10 new tablet computers have been launched in the past few months, designed exclusively to tap into the age-appropriate needs of kids ranging from 2-14 years old. Even more age-appropriate options will be revealed during the back-to-school time period. (See “Tablet Playbook for Kids” on page 30 for a breakdown of new tablets in the children’s market.)
E
=Eco-Friendly and Entertainment
The newest trend in sustainability appeals to the eyes and to the heart of social consciousness, and offers a more wallet-friendly approach. Companies have expanded greener product offerings in a variety of categories and age ranges to provide appealing and affordable products to suit all tastes and sensibilities. Entertainment will remain a core influence throughout this year, with blockbuster films and new TV properties and licenses being revealed each month. Both Marvel Super Heroes and DC Comics Super Heroes are at the forefront of the in-theater experiences this year, complemented by other strong brands that are playing key roles in encouraging imaginative and creative role-playing for both boys and girls. ■
Reyne Rice is a seasoned industry professional with 30 years of experience in marketing, researching, and analyzing the toy industry and the youth marketplace. She advises broadcast and print media on the hottest trends in toys, games, technology, entertainment, and licensing as it affects the youth marketplace.
THE TOY BOOK • 19
Digital Kids Conference: Helping Businesses Reach Hyper-Connected Youth Successfully blending the physical and digital worlds of toys and entertainment can mean big gains for companies that get it right. No matter your starting point, the sixth annual Digital Kids Conference in Los Angeles, held April 25-26, will help you make the most of your venture. by Michael K. Sherman, vice president, Engage Digital; follow on Twitter: @michaelksherman
T
he skyrocketing use of mobile and online devices by kids is too large to ignore. Digitally connected children and “screenagers” are among the most active users of smartphones and tablets. Apps for toddlers and preschoolers alone grew by 23 percent during the past two years, according to the Joan Ganz Cooney Center at Sesame Workshop. And when you consider that half of children under age 8 have access to mobile devices, as found in a Common Sense Media study, it’s easy to see why “appcessories” and the strategy of building seamlessly accessible entertainment across multiple platforms through transmedia are among the hottest trends in the toy business.
Following the Leader The Digital Kids Conference (formerly Engage! Expo, held alongside Toy Fair in New York in 2010 and 2011) is endorsed by the Toy Industry Association, and is the largest gathering of professionals engaged in building online and mobile products and services for kids. Conference panels, presentations, and interviews provide unparalleled exposure to best practices, trends, and business strategies, according to conference founder Christopher Sherman. “In addition to learning successful techniques for developing and marketing toys, games, and more to digitally connected kids and youth,” says Sherman, “Digital Kids is an ideal opportunity to connect with peers across various indus-
20 • THE TOY BOOK
tries and get new business done.” During the upcoming conference, 70plus speakers from industry-leading producers of kid-related digital content, services, and software will address mobile and tablet apps, virtual worlds, social media, and more. Participating companies include Spin Master, National Football League, Cartoon Network, Ubisoft, Cookie Jar, Sony Online, Kidz Bop, Mind Candy, Peanuts, Rovio/Angry Birds, Wizard101/KingsIsle, Google, Yahoo! Kids, and The NPD Group, among many others.
The Toss Across Platforms Digitally connected toys, games, and media are crossing seamlessly between online and offline platforms, a variety of consoles, and handheld and mobile applications at an alarming rate. According to Nic Mitham, CEO of market research firm KZero, it’s no longer sufficient just to have a virtual world. “From launch, companies need to consider the integration of additional channels such as mobile and licensing,” says Mitham. “The virtual worlds growing the fastest are the ones with offline presence.” Professionals attending the Digital Kids Conference will gain an understanding of the pros and cons of each platform for a single product or brand and how they can influence the success (or failure) of their companies’ digital properties. They’ll also learn how to build, manage, and monetize services,
products, and interactive content through participation in these conference tracks: Content: Explores strategies for shaping a property’s success and covers the principles and virtues of developing brands, the ins and outs of licensing, and how to use social media effectively. Business: Provides insight on proven models, industry outlook, and the associated legal implications with the growth of games, social media, virtual worlds, apps, and mobile payments. Safety: Looks at practical techniques for creating safe online or mobile experiences for children. Co-produced with the kidSAFE Seal Program, this is a first-ofits-kind workshop for the industry. Operations: Discusses essential tools for scaling technology and helping your company get the job done. This track includes audience management, user behavior, and technology platforms. Market Research: Examines what’s working, current trends, and the market outlook. Participants can learn how to build a kid “must-have” and a parent “I’ll-pay-for-that” brand. ■ The Digital Kids Conference offers both a one-day pass (good for either day) and a two-day, all-access pass. For more information, visit www.digitalkidscon.com and follow @digitalkidscon on Twitter.
MARCH/APRIL 2012
The Voice Reaching Both Trade and Consumers
CONTACT: JONATHAN SAMET OR LAURIE SCHACHT ADVENTURE PUBLISHING GROUP 307 7TH AVENUE, SUITE 1601 NEW YORK, NY 10001 TEL: 212-575-4510 FAX: 212-575-4521 WWW.ADVENTUREPUB.COM
The New APPsession
The app business is booming. By 2013, apps are expected to generate more than $15 billion in revenue. With that in mind, toy manufacturers are developing products, nicknamed “appcessories,” that work with smart devices to enhance the experience in an effort to get a piece of this, ahem, app-le pie. by Elizabeth A. Reid
E
very April Fools’ Day ThinkGeek pulls a prank on its customers. Log on to its website on April 1, and the homepage displays a variety of real, purchasable products with a few fake gadgets mixed in. Among the fake products this year was K-cup 5-Star Meals, which can be used to “brew delicious meals with your single cup coffee machine.” Last year, ThinkGeek included the bogus Playmobil Apple Store play set, and in 2010, the online retailer showcased the iCade, an arcade cabinet for the iPad, which was so popular with online shoppers that ThinkGeek decided to actually produce it. In 2010, April Fools’ Day fell two days before the release of Apple’s first iPad. At that time there was little known about the gadget that would soon be sold three million times in just 80 days. “Interestingly enough, the response to the iPad in our office wasn’t that amazing because we said it was just a big iPhone,” says Ty Liotta, head of ThinkGeek’s GeekLabs, the company’s division that invents, designs, and develops custom products. After brainstorming potential gags for that year, Liotta suggested developing a product that would turn the iPad into a mini arcade game, the iCade. “It seemed funny,” he says. “In retrospect, it’s not as funny because it’s obvious. This should just exist. But back then companies had not done that many appcessories.” In fact, some people might be reading this and thinking, “Well, just what are appcessories?” If you look at retailers’ shelves today, you might find a few appcessories here and there, merchandised in various aisles and departments, but the category is just dawning. These products, which are designed to enhance the smart device experience, were the hot trend at recent toy fairs around the world. In November 2010, Best Buy even registered the term “appcessory,” as a response to the growing market for smartphone accessories. Many of these items will hit store shelves this summer and fall. There are the appcessories that are accessories to already
22 • THE TOY BOOK
established games. There are the appcessories that require a smart device to be placed into the toy. There are appcessories that use augmented reality (AR). And the list goes on. The category is new and exciting, and the rules for what an appcessory product is and what makes one great is continually evolving.
This year, ThinkGeek launches the iCade 8-bitty (above), a follow-up to the company’s iCade, which originated as an April Fools’ Day joke.
Being a tech-focused toy company, WowWee jumped into this trend last spring. “Everyone has been telling us for how many years that kids are leaving toys to go to iPods,” explains Scott Goldberg, spokesperson for WowWee. “If that’s the case, we figured why fight it or ignore it, and instead join the party. And the party really just began.” This year, WowWee plans to release approximately 10 titles as part of its AppGear line. The line integrates AR and collectible toys; for example, Foam Fighters features collectible small foam airplanes, which can be attached to a smart device, and an accompanying app that allows players to “take to the skies,” virtually, in a myriad of worlds. Goldberg and company are embracing this new category with open arms. The app business continues to swell, and
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WowWee wants to cash in. “Once a traditional toy is out on the market there’s nothing [the manufacturer] can do with it,” he says. “But for the app world, we can add another level to the game play within a couple of weeks. Consumers can go back and update their software, get new apps, get new levels, get new characters built into the game. The options are kind of endless, and that’s what kids are expecting these days.” Spin Master is another company that has entered this category in a big way. Last year, the manufacturer launched AppMates, in conjunction with Disney Consumer Products, Disney Mobile, and Disney•Pixar’s Cars brand. Kids can take the Carsbranded vehicles included in the package, download the free app for the iPad, and race the cars on different virtual backdrops displayed on the tablet’s screen. This year Spin Master is also launching its Appfinity line of interactive gaming. Each product includes a physical toy that attaches to a smart device for an enhanced gaming experience. Samson Lee, brand manager for Appfinity, expects the appcessories category to flourish as long as products continue to evolve and improve, similar to the early days of video games. “The app space is particularly exciting because the cost to enter the market is very cheap once you have a device,” says Lee. “With video games, you still need to pay $40 to $60 for a new game, but with apps, many are free or less than $5. The increasing power of mobile devices means you will soon be able to recreate many of the same experiences you could only get before from an expensive TV-based console.” The parallels between video games and apps are becoming clear. Afer all, many of the top app developers started in the video game market. Walmart plans to take some of the successful merchandising tactics of the video game world and apply them to this budding category. “We’re working to create new experiences in our stores that bring the physical play and digital attributes of a toy to life, including in-store demonstrations and augmented reality,” says Anne Marie Kehoe, vice president of toys for Walmart U.S. “We want parents and their kids to be able to fully interact with the toys in stores.” Many retailers are just starting to order appcessories for their stores, but the outlook is optimistic. Kehoe says Walmart is waiting to see how customers respond to the items. John Alteio, director of toys for Amazon.com, believes that as consumers venture further out into new and advanced technology, they will continue to make appcessories a major trend. He adds that appcessories also boost experiences for adults and not just kids.
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As the U.S. distributor of Apptoyz, Spin Master will release three new products in its Appfinity line this fall, including AppDrive, used to create a seamless driving experience.
With this proliferation of app products, merchandising becomes an issue. Currently there is no constant, and the industry is far from a “best practice.” Some retailers place these products in electronic toy aisles; others are creating a new aisle. Liotta of GeekLabs believes if manufacturers have branded appcessories, they should be merchandised in branded areas (e.g., Cars AppMates would go in the Cars aisle). There are plenty of questions left to be answered as the industry tries to determine the best types of appcessories. Are they the ones that enhance an existing game? Or are they items that create a whole new type of toy? And how will youngsters play with these products? Will kids be allowed to borrow mom’s iPhone? What if she gets a phone call and has to take it away? Will mom give her old smartphone or tablet to her kids when she upgrades? Or will mom buy an entirely new smart device for her kids’ play time? These inquiries are typical of new categories, products, and ideas. They were asked during the early video game era, and it is expected that the questions will continue for the next couple of years. Products will come and go; ideas will be created and eliminated; the same product you saw in October might be completely revamped by the next summer. What’s clear is that appcessories is a category with a lot of potential. “I think it’s like any up-and-coming category,” says Liotta. “At first it’s going to get flooded with all types of interesting things. After a while the unsuccessful will drop off and you’ll end up with the core ones, the ones that are really good. I don’t think it’ll ever die out, but I think it will get refined. Only the good ones will persist.” ■
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Appcessories:
Enhancing smart devices
Physical Apps, LLC is launching TheO, a soft foam ball that allows users to play movementbased mobile apps. TheO can be safely rolled, tossed, or bounced while housing an iPhone, iPod touch, or Android smartphone, protecting the device, people, and surroundings. Initial apps include a bowling game, in which players compete with one another in the same room, on the smartphone or any IP-enabled device, or on the web. Additional custom apps are available, such as “Hot Potato” or the socially interactive Interrogo game.
Popar Toys, a division of Digital Tech Frontier, uses augmented reality to create immersive learning experiences that allow the user to see objects and animations on printed pages in 3-D, popping off a book or card. All that is needed is a computer (PC or Macintosh), as well as the included webcam and special black-and-white patterned markers. Available sets include Bugs 3D, Planets 3D, Princess & Her Pals 3D, and Construction Machines 3D, with more launching soon.
Startup company Arbor Cube, LLC has launched its line of iBuKu Pets, featuring soft bodies to house a smartphone or MP3 player. The Pets’ cushioned shell protects these fragile electronics and also offers dozens of practical applications, including serving as a nightlight, alarm clock, wireless battery charger, still and video camera, and music player. The initial line of characters debuts with two patent-pending models: a base model featuring the character only and an upgraded version with an internal battery and wireless charger.
Hasbro is combining its traditional face-to-face game properties with today’s iOS consumer technology in its new line, zAPPed. The first in the line to be released, The Game of Life zAPPed, features more than 100 clips from America’s Funniest Home Videos. Users download the app onto an iPad and place the tablet on the board for a more social experience. Players can also create and upgrade their own Peg Person, and spin the virtual spinner as part of the app, which can be downloaded for free from Apple’s App Store. Joining the line in June will be Monopoly zAPPed (to be used with an iPad, iPhone, or iPod touch), followed by Battleship zAPPed, to be released in September (for use with an iPad).
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Appcessories:
Enhancing smart devices
Eastcolight (HK) Ltd.’s hand-sized i-Bug can be controlled by a variety of smartphones and PDAs. The i-Bug moves in a lifelike manner, crawling over sand, rocks, and even slopes. The Bluetooth control of the i-Bug provides stable transmission.
With a range of apps on the market available for children as young as 6 months old, Lapiluv allows babies to play interactive apps without parents worrying that their youngster will drop an expensive smart device. Lapiluv is a wearable play system in the form of an apron. Along with hooks for attaching traditional educational and developmental toys, the apron includes a place for adults to insert their smartphone or tablet, allowing parents to play with their children as they explore the gadgets.
WowWee’s AppGear is a line of apps that interact with collectible toys and are compatible with iOS and Android devices. Available in the line is Foam Fighters, a collectible line of small foam airplanes that can take to the skies in the real and digital worlds when attached to a smart device. When viewed through the device, the plane flies, fights, and takes digital damage.
This fall, Wonder Forge will release a Dr. Seuss-themed app-enabled board game, under the company’s AppPlay Games line, that bridges the gap between traditional and mobile game play for preschoolers. Wonder Forge’s first offering will include three Dr. Seuss games in one, available for the iPad, iPhone, Android devices, and other mobile devices. The game features favorite Dr. Seuss characters in celebration of Seuss’s 75th anniversary this year.
Tablets and e-readers can mount onto JumpSport’s iBounce Kids Trampoline, giving preschoolers an engaging way to stay active and learn. Easily assembled in about 15 minutes, every iBounce comes with the 12-minute exercise adventure video cartoon, Hop-Along with RompyRoo-Where Is Mr. Fuzzy?. The video introduces basic movement skills and counting concepts as children simulate bouncing through woods, over logs, and more. The iBounce uses a bungee cord system that gives a soft and lively bounce. The sturdy handle bar provides stability so preschoolers can safely develop motor and other skills.
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Tablet Teddy Bears are designed to hold a range of tablet devices with their flexible arms, aiming to minimize neck strain and posture problems. Each bear’s arms can hold a range of tablet sizes at various viewing angles, helping to maximize comfort during use. The bear’s detachable backpack also doubles as storage. Available in three different characters, each with a different color scheme, Tablet Teddy Bears (developed by Dean Designs) are manufactured under exclusive license by Fiesta.
Karotz is a smart rabbit that is compatible with social networks and more. With hundreds of apps available for Karotz, the robot-like rabbit can connect to Facebook and Twitter to send and receive messages, check for new emails, read the weather forecast or news, and play music. Karotz can change the color of its light or move its ears by using its integrated webcam.
Infantino has teamed up with app publisher Tipitap for HappiTaps, an interactive teddy bear. The magic starts when an iPhone or iPod touch is placed in a HappiTaps’ plush cover. Beary Happi, rendered in 3-D computer animation, then becomes interactive with the use of audio, video, motion sensors, and gyroscopes. Kids can nurture Beary, feed him, help him sleep, listen to him, play peek-a-boo, and more. The app features more that 150 different expressions to keep kids engaged and learning.
Cypher Entertainment’s Live 3D Interactive Cards can trigger 3-D animation on an iOS device or PC computer without using special glasses. Each card comes with an exclusive marker that, when held up to a web cam, initiates a 3-D interactive animation sequence. In the Wild Animals pack, lions roar as they stalk across the savannah, while polar bears hunt seals. Each package, including numbers, letters, colors, and more, contains up to 26 different cards featuring facts, sounds, and special commands.
Mattel describes its new Apptivity line as “toy meets tablet,” creating a new play experience using its patent-pending “Active Touch” anti-scratch technology. The Hot Wheels Apptivity Car Assortment for iPad allows kids to place their Hot Wheels cars on the tablet for a new racing experience. To play, parents download the free Hot Wheels Apptivity app from the iTunes store, and then kids place their vehicle on the screen to race. The Active Touch technology on the bottom of the vehicles ensures that the tablet’s screen surface will go unscathed. Three games are included in the app, and the toy set includes two vehicles.
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Appcessories:
Enhancing smart devices
Spin Master’s Appfinity line of mobile gaming accessories enhances peripherals and can interact with an iPhone, iPod, and, coming this fall, Android devices. The Appfinity AppFishing rod takes fishing to a new level through real casting and jigging. The reel and casting buttons connect through the patented touchpad technology. Also new for this year, AppDrive includes four console-designed AppFishing buttons for a seamless driving experience, and AppBlaster allows users to lock and load a device and use dual triggers for high-intensity action.
Sakar International’s licensed The Voice iPad Karaoke System allows users to showcase their own unique voice. Featuring a dual microphone input jack, the dock holder can swivel vertically and horizontally so singers can read the lyrics on the iPad’s screen. Sound emits from the iSing unit. The free Karaoke Anywhere app by Joltsoft features a 30,000song catalog and 50 free songs when downloaded from Apple’s App Store.
ThinkGeek is unveiling iCade 8-Bitty, the sister product to the iCade gaming cabinet that began as an April Fool’s joke. The iCade 8Bitty is a wireless game controller that sports a classic D-Pad and button layout, reminiscent of retro 8-bit gaming consoles from the 1980s and ’90s. The 8-Bitty is batterypowered and connects to devices wirelessly. It features a fully functional directional game pad and eight buttons, just like the original iCade, and supports iCade’s growing list of games, including the Atari Classics collection, Pac-Man, and Super Mega Worm.
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Ravensburger is transforming the puzzle experience with its line of augmented reality (AR), interactive puzzles. The initial debut includes a collection of four 1,000-piece, 2-D puzzles. Using the camera function on an iPhone or iPad, and a free downloadable app, the new AR offering enables puzzlers to animate the image and reveal audio details, sound effects, and factual information about the scene.
Pressman Toy Corporation has partnered with European toymaker Jumbo to bring popular board games to Americans’ iPads in the form of iPieces. To play, consumers buy the iPieces to the game of their choice and then download the free corresponding app, allowing them to take a board game on the go. Games include Game of Goose, Fishing Game, Snakes & Ladders, and Air Hockey. Each pack includes iPieces and game accessories for the particular game, along with an instruction sheet that includes a link to the free iPieces game app.
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Tablet Playbook for Kids by Reyne Rice, toy trends and technology expert for kids and families
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ablet devices are shaping the lives of youth around the world, not just at home but in the classroom, too. According to Nielsen, about 70 percent of children in homes with tablet computers use the devices for education and entertainment on a regular basis. We have identified 10 manufacturers offering tablet computer products that provide learning tools and activities for the 2-14-year-old target market. Fasten your seatbelts, this is a new generation of powerful, Android-based technology tablets, created specifically for kids and powered to engage them in reading, gaming, exploration, and both educational and entertainment options.
A New Trend Emerges “‘Uptime’ has replaced the concept of downtime, as leisure is no longer a passive activity but one of active participation and self-improvement,” states the Intelligence Group in its Trend Central newsletter. Kids are using their out-of-school hours to continue the learning process, embracing these digital technology tools. Families are also united in their use of tablet technology for family entertainment and everyday connections. We scoured the show floors of the Consumer Electronics Show (CES) held in Las Vegas in January, the Spielwarenmesse International Toy Fair held in Nuremberg in early February, and the American International Toy Fair held in New York in mid-February to locate new kid-focused tablet products. These new educational learning tablets are packed with powerful applications, armed with parental tools, and ready to engage children with digital interactive learning. Most are priced between $150 and $250, with some outliers priced above and below that median price range. These kid-targeted tablets are powered by Android operating systems (OS), with some offering the newest Android 4.0 Ice Cream Sandwich technology. Most have access to a distinct set of apps, and many come pre-loaded with popular entertainment apps, such as Angry Birds, Cut the Rope, and Fruit Ninja. Some tablets are Wi-Fi compatible, include Flash capabilities, and link to additional content, such as reading libraries, math learning curriculum, games, educational tools, and entertainment.
What’s so different about kid-focused tablets? The key focus of these kids’ tablets is a combination of both interactive educational tools and play activities that engage,
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delight, and encourage learning in age-appropriate, skill-leveling activities. Many tablet activities have built-in software that detects a child’s learning level and matches the activities to their level of competence to encourage participation. As the child’s skills improve, the games and activities increase the skill level competency to provide on-going challenges with more advanced curriculum. Manufacturers that didn’t target the children’s market previously have contributed to the many new tablet computers available for kids. They know that the new generation of parents embraces technology for themselves and for their families. Generation Y—those ages 14-34 who have grown up with the concept that they are all winners and that they can do anything and be anything they want to be—as parents, encourage their children to try on new roles, engage with technology, and get involved with their passions. As a group that has always been immersed in technology, these 20- to mid-30-year-old Millennial parents reflect the newer badge of parenting. This 72-million, digitally native generation of Millennials is the new influence in the parental marketplace: more in touch with technology, and more willing and insistent that their children have access to digital technologies. They believe in the power of education and in engagement as a lifelong tool for learning. Kids’ tablet computers, with age-appropriate content and parental controls, offered at more affordable pricing than the current iPad versions, are welcomed in their homes. As retailers who are supporting these new kid-focused tablet computers, which tools are you going to include in your retailer toolbox to appeal to this new breed of consumer? Embracing technology and providing new options is just one way of staying connected to this generation of socially active and technologically savvy parents, and their digital kids. Go online to learn about them, to engage them, and to reach them. The world is at their command 24/7. Are you and your products at the other end of their out-stretched fingertips and open wallets? ■ Reyne Rice is a seasoned industry professional with 30 years of experience in marketing, researching, and analyzing the toy industry and the youth marketplace. She advises broadcast and print media on the hottest trends in toys, games, technology, entertainment, and licensing as it affects the youth marketplace.
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Nabi, by FuHu, is an advanced tablet that grows with kids and focuses on games, movies, learning, reading, creativity, and exclusive math curriculum offered through Fooz Kids University. At $200, it has been available since this past fall, and is designed for kids ages 410. It comes pre-loaded with $150 worth of games, music, apps, and books, including 15 free games, 30 free books, and 50 free songs from the Laurie Berkner Band. Pre-loaded apps include Angry Birds, Cut the Rope, Need for Speed, and Fruit Ninja. Nabi delivers a range of enriching experiences designed to foster imagination, discovery, and learning. A unique point of difference is the access to Fooz Kids University, an award-winning math-learning program that includes more than 22,000 common core, state-standardized math curriculum skills for kids in pre-K through fifth grade. As a library, Nabi offers hundreds of children’s books from award-winning authors, as well as read-along technology that features word highlighting and audio playback. As an art studio, Nabi helps kids explore their
artistic side through several apps that let them draw, paint, and create. With more than 500 apps, games, and other content from the Nabi App Store, the downloaded content is intended to grow with a child. It also has enhanced features such as a front-facing camera, 4GB of onboard storage and microSD card input, a rechargeable battery for up to five hours of continuous use, Wi-Fi access, and support for Flash games, videos, and websites with Flash 10. It’s also a movie theater, if parents want to allow access to streaming video content from the web.
Archos, an award-winning innovator in Android tablets, is a new player to the kids’ marketplace in North America. The Child Pad, launched in March, is marketed as the world’s first movie-themed tablet. Priced at $129, this silicon-wrapped tablet comes pre-loaded with the top 28 kids’ apps, including Angry Birds, Pig Rush, and Flight Frenzy. It allows access to the Kids App Store (powered by AppsLib), which filters down to 14 categories and 10,000 apps including games, entertainment, communication, multimedia, books, comics, and sports. Archos has created a kid-friendly user interface with colored icons and home-screen folders with direct access to apps. The Child Pad complies with both CIPA and COPPA regulations, ensuring a safe tablet environment for kids and peace of mind for parents. The parental controls and safe web browsing is powered by Editions Profil, whose “Mobile Parental Filter” is ranked as the most efficient parental control software in worldwide benchmarks. A six-month free subscription is available with purchase.
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Android Amigo Pad, by Idolian, is the first tablet in the U.S. designed for Spanish speakers, with Spanish as the preset language. Available since mid-March on the company’s Idolian.com website, this tablet features a 10-inch multi-touch capacitive screen, front-facing camera, and the Android 2.3 operating system, though Idolian says an upgrade to the newer Android 4 Ice Cream Sandwich software is coming soon. Battery life for Amigo is between five and six hours. The Amigo Pad can double as an e-book reader, gaming system, MP3 player, or video player. There is also an optional keyboard and case. It has a $210 price point.
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Fable, by Isabella Products, offers a locked-down, gated digital experience for kids, in a secure, browserfree environment filled with interactive books and entertaining educational content catered specifically to children. Available this summer in the U.S., the Fable tablet offers songs, pictures, e-books, and apps by way of a center-mounted carousel and a home button. When online, the tablet can be synced so photos and videos can be shared from online storage. Offered as a 3G/Wi-Fi Android tablet, the Fable can be customized with thousands of apps, e-books, and video options. A safe, browserfree experience is available, with parental controls that put parents’ minds at ease. The micro-SD card slot expands the 4 GB of internal storage, and the rear-facing camera turns Fable into a digital camera. According to inventor Matthew Growney, Fable was made deliberately to resemble a serious, iPad-like device.
LexiBook First Tablet, by French manufacturer LexiBook, is one of a line of age-specific tablets planned for launch in the American market later this year. Features include an external plug-in keyboard accessory, word-processing software, presentation and spreadsheet software tools, access to a cartoon library at Lexibook VideoStore, and a secure parental filtering site at LexiBook Market to select age-appropriate apps and block inappropriate apps. This touch screen tablet allows access to Wi-Fi, Skype, Facebook, music, and multimedia. It includes a shock-resistant video player and a game console for the newest game downloads. The LexiBook accesses hundreds of curriculum lessons in core subjects such as math, sciences, and reading, with more than 800 e-books, sorted by skill level. It also offers Broadband access, built-in audio and video, an included headphone jack, 3,700 apps, photo-viewing, videos, and a Deezer music app with 30 free radio stations. This kid-focused laptop computer has been available in Europe for the past three years.
Available with a seven-, eight-, or 10-inch screen, and with prices ranging from $199 to $329, Kurio, from Techno Source, is an advanced Android-based, multi-touch screen, WiFi-enabled tablet. It’s designed for families with kids and teens, ages 414, and will be available this fall. Kurio is both a multimedia and entertainment device, allowing kids to access email, search the web, read e-books, write, draw, play games, take photographs and video, watch movies, and listen to music, with access to all their favorite apps and games. It’s also an educational tool that offers kids learning resources at their fingertips. It is Flash compatible, and has slots for both miniSD memory expansion and a mini-HDMI plug that allows users to view content in high definition on a TV and access content from external drives. This tablet offers full parental control in a password-protected location. A key exclusive feature of the Kurio tablet is the advanced, content-based filtering system that provides accurate and always updated protection, covering more than 450 million websites in 170 different languages. It uses black lists that allow parents to block specific websites and inappropriate terms, as well as white lists that allow parents to identify sites that are appropriate for their child.
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The Hello Kitty tablet, from Sakar International, is the only current licensed version of a kids’ tablet computer that operates on an Android operating system. By fall, however, we may see more licensed kids’ tablet competition. This version includes slots for mini-SD cards, headphone jacks, and a USB port.
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Meep!, from Oregon Scientific, is a new kids’ tablet computer with advanced technology options. Featuring a front-facing camera, Wi-Fi, micro-SD card, HDMI, and parental controls, Meep! has a screen that senses how hard a user presses it, and an enhanced rubber silicon sleeve for added protection. Movies, music, e-books, and apps from leading developers will be available from a specialized store. The tablet is priced at $150, and will feature an Android 4.0 operating system when it is launched in August. Designed for kids ages 6 and up, the Meep! has a thumb-based rotation wheel on the side of the computer, similar to Apple devices’ bottom-of-thescreen rotation wheel. The tablet’s internal G-Sensor allows the tablet to be read from a vertical or horizontal position. Intuitive parental controls monitor all websites and content, and can be adjusted remotely on any computer or mobile device with a browser and an Internet connection.
The Vinci Tab computer, by Rullingnet, was the first kids’ Android-based tablet in the market, and was launched at CES in January 2011. This seven-inch tablet (389-$499), and the five-inch Vinci Tab M ($199-$229), are both loaded with curriculum options for toddlers and preschoolers ages 18 months and up. The curriculum is designed by psychologists, and targets three age levels of play: the Curious for ages 18 months to 2.5 years, the Confident for ages 2.5 to 3.5 years, and the Capable Child for ages 3.5 to 5 years. The larger seven-inch screen is wrapped with a safe, non-slip silcon bumper handle for ease of use. Upgrades, which include Wi-Fi access, for the seven-inch model (at $499) or for the pocket-sized Vinci Tab M (at $229) will launch in June. Vinci Tab M, a smaller and lower cost model compared to the Vinci Tab, offers an innovative way of leveraging technology for early learning. Vinci Tab M is powered by Android OS and 3-D animation technology, and employs the same safety and quality standards as the Vinci Tab. Plus, parents can enable Wi-Fi and allow several Vinci Tab M devices to be networked together for children to play as a group. Both Vinci models can be configured through parental controls for full Android access, including Skype, apps in the Android store, and YouTube for older users, or as the child progresses in age and responsibility level.
For parents worried about germs, the PlayBase Plus ($229), by Kurma, is available in the U.S. and Canada for kids ages 2 and up. Available at Play-Base.com, the tablet has an antibacterial screen coating and a “medical grade” silicone cover, and is aluminum-backed. Play-Base has access to apps from two pre-installed app stores, Soc.io and Appslib. The pre-loaded SafePlay application allows parents to pre-select age-appropriate apps from the Android marketplace for a safer “edutainment” experience for kids. NetNanny allows parents to see which sites their kids are visiting and to filter content. An online parent center provides age-specific recommendations for applications and videos based on educators’ reviews. Other features include a front-facing camera and 8 GB of storage. Weighing less than 11 ounces, this sleek and durable tablet features a front-facing camera, a seven-inch capacitive multi-touch display, as well as slots for micro USB and SD cards. With 1 GB of system RAM, 8 GB of memory, and a 1.2 GHz processors, users will be able to experience full tablet functionality. For ages 2 and up, PlayBase has features appealing to all ages. The original PlayBase GO, at $189, is an affordable base tablet for teens and young adults on a budget. Both units include Wi-Fi access, an accelerometer, stereo speakers, and multimedia options, including music, photos, video recording, and playback.
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Revolutionary Road Dropping in price and surging in sales, new technology is driving R/C vehicles at retail. by Melissa Tinklepaugh
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echnology has not only enhanced the performance of radio-controlled vehicles, but has also elevated the video gaming elements of R/C vehicle play. The standard R/C controller is similar to a joystick, but instead controls a physical toy, not a virtual vehicle. With the R/Cs set for release this year, manufacturers have brought more elements of video gaming to physical play, made possible by technologies dropping in price and thus no longer exclusive to the hobby market. Recent toy surveys show that high-tech devices––namely smartphones, tablets, and gaming consoles––have become integral parts of kids’ playtime. The NPD Group released results of kids’ top toys in February, after compiling 2,958 mentions during four weeks. The top 10 results included Wii (3%), toy cars (3%), Xbox (2%), video games (2%), Nintendo DS (2%), and iPod (2%). The top three product categories were toys (54%), video games (20%), and consumer electronics (12%). Another NPD survey searching for kids’ hottest things collected 3,950 mentions in February and cited iPad (3%), video games (2%), iPhone (1%), and iPod (1%) in the top 10.
“We know when our customers aren’t holding an R/C controller, they’re usually holding a video game controller.” —Shawn Chance, Spin Master “Not long ago, the image of play was dominated by thoughts of kids playing only with toy items, but now consumer electronic devices and video games play a prominent role in their ‘play’ time,” said Anita Frazier, industry analyst for The NPD Group, in a release. Video gaming is one of the biggest influencing factors on R/C toys, says Shawn Chance, senior brand manager of Air Hogs, Spin Master’s R/C vehicle brand. “That’s why you see items like the Air Hogs Battle Tracker being born.” The Battle Tracker, which combines R/C and physical battle play, includes a helicopter that fires discs and an Automated Robot Turret that tracks the helicopter autonomously and fires missiles. These machines battle just like in a video game, says
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Silverlit’s Porsche 911 Carrera
Chance. “We know when our customers aren’t holding an R/C controller, they’re usually holding a video game controller.” The influence of video gaming is apparent in NKOK’s plans for merging R/C game play and smart devices. Jason Rey, director of licensing and development, says that NKOK will release a licensed app-controlled vehicle that interacts with an app game next year. A user will be able to toggle back and forth between the virtual game and the physical skill of driving the vehicle using a mobile device. The infrared technology used in app-controlled vehicles generally allows for only a three-to-five-foot driving range. But come next year, NKOK’s app-controlled vehicles will get twice the driving distance, which was previously only possible with higher-priced Bluetooth technology or a 2.4 gigahertz transmitter. With NKOK’s use of technologies, “we really feel like we’re going to change the way the industry looks at play patterns for R/C going forward,” says Rey, adding that full details about these 2013 R/C vehicles will be announced in October. “We’re going to take what is typically only done with Bluetooth at a high price, and we’re going to be able to offer that at a lower price point.” Many companies, including Silverlit, are shifting to Wi-Fi and Bluetooth so smart devices can be used as controllers, a trend that combines aspects of gaming with a higher level of in-
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Spin Master’s Air Hogs Heli Replay
teractivity, says Rick Ruskin, Silverlit’s vice president of marketing, U.S. Smart devices allow for multiple vehicles to operate in a close range without interfering with another vehicle’s signal. “The beauty of smart devices is you’ve got a one-to-one connection between your smart device and your vehicle,” says Ruskin. “You can start to get into levels of interactivity. You can build in sound effects. On our vehicles we actually use the offset vibrating motor that’s in the iPhone for force feedback. You can feel it. You can hear it. There are so many things that you can do with a smart device that you really couldn’t with standard controllers.” Silverlit’s Porsche 911 Carrera vehicle, part of the company’s interactive Bluetooth R/C series, uses an iPod touch, iPhone, or iPad as the remote control, allowing for full gesturecontrol via the device’s accelerometer. A tilt of the controller steers the car. Hobby-grade steering and variable speeds simulate the feel of racing, along with engine revving sound effects from the Porsche and engine rumbling from an iPhone. The vehicle will also be able to stream music from an iPhone or iPad. “It makes that connection that we all know and love,” says Ruskin. “You drive your car, you play your music.”
Standard Control Stays in the Race App-controlled vehicles aren’t the only innovations in the R/C category, and nor are standard R/C vehicles going away. Megahertz technology had introduced two frequencies in the category, allowing for two different vehicles to operate in close range without interfering with one another. Now, usage of 2.4 GHz technology in standard remotes has trickled down to the consumer toy market price point, improving issues with R/C
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NKOK’s Full-Function Radio-Controlled Sonic and Jet Free Riders
“We really feel like we’re going to change the way the industry looks at play patterns for R/C going forward.” —Jason Rey, NKOK signals overlapping and making room for new features, such as real-time video, in R/C vehicles. “There still is new technology [in traditional R/Cs], and the new technology is 2.4 GHz,” says Ruskin. The 2.4 GHz technology has allowed Silverlit to build real-time video in its vehicles in a simpler way than it could with Bluetooth or Wi-Fi control. Even with the smartphone capability in Spin Master’s Air Hogs Heli Replay, with which an app records the heli’s flight path and then plays that flight path over again at any time, the company still chose to supply the vehicle with a standard remote. Not everyone has a smartphone yet, Chance points out. “We don’t want to limit our audience to just people who have smartphones because, quite frankly, there are a lot of kids who play with Air Hogs but don’t necessarily have access to a smartphone or a tablet all the time,” he says. Though smartphones and tablets don’t seem likely to fade from consumers’ interests any time soon, manufacturers remain certain that standard remotes will continue to have a place in the R/C market. “I don’t think that anybody is going to walk away from standard controllers,” says Ruskin. “There’s certainly higher cost associated with putting Bluetooth or Wi-Fi chips in your vehicles. They’re not inexpensive. I think there’s always going to be a market for the standard controllers.” ■
MARCH/APRIL 2012
NASCAR's Jeff Gordon Rolls with Spin Master
L
ast year, Spin Master signed a multiyear, exclusive licensing agreement with NASCAR to bring the excitement of the track to kids at home. Racing to mass-market stores this year, a slate of NASCAR-branded products from Spin Master includes 1:24-scale Air Hogs R/Cs, die-cast cars and haulers, pullback vehicles, and, coming this fall, Bashers, featuring vehicles that burst open upon impact. The Toy Book’s Elizabeth A. Reid met up with four-time Sprint Cup Series champ and megastar athlete Jeff Gordon at American International Toy Fair to talk about the new partnership.
What was your reaction to the deal? I’m just excited about it. Cool toys were what my upbringing was all about. Now as a father, it’s probably even more important. I have an almost 5-year-old daughter and an 18-month-old son. So seeing now what he plays with, especially the cars, what they like, it’s awesome. When I walk in and see things like the Bashers, I think, “Oh my God, my kids are going to love this, especially my son.”
What is your favorite aspect of the line? When I think of kids my daughter’s age, boys especially, they want something that’s going to be innovative and creative and keep them engaged—not just “vroom vroom vroom,” OK, it’s a car. What we’re able to bring is real racecars that look just like the ones on the track. Kids can see that and relate to that. [The toys] break up and transform and they have to put it back together; they have to kind of think about it like a puzzle. That’s what’s happening in the world of toys anyway, and NASCAR should be right along with it.
From a driver’s perspective, what functionalities are just like a NASCAR racecar? From a racecar driver’s standpoint, you want a car that looks like your car and you want it to go fast, so how the wheels work and how they spin. From a father’s standpoint, I want them to be safe, and they are top-of-the-line when it comes to safety as well as design. I’m always trying to spin the cars across the room. You can line them up, hit the button, and they’re off and fly through the air.
How much involvement did drivers and NASCAR have in product development? Some guys get more involved than others. I’ve been in this sport for 20 years so I want to associate myself with quality companies. I want authenticity of cars. I want what you see here to be what you’ll see on the track. And then our sponsors, they get involved as well in making sure that their logos and the placement of those logos are authentic. I just want to see them go off the shelf and kids playing with them. I can’t wait until we get one that’s not a prototype so my son can get a hold of it! Spin Master’s Air Hogs 1:24-scale NASCAR R/Cs
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MARCH/APRIL 2012
Maisto’s Tech ARMered Attack converts manually from a handheld weapon to an R/C vehicle. It has fullfunction radio control, and fires multiple discs in each configuration. Scooby-Doo Off-Road 4x4 Mystery Machine
Through a licensing partnership with Warner Bros., NKOK introduces radio-controlled and battery-operated toys with figures featuring Scooby Doo characters, coinciding with the Nationwide Mystery Machine retail tour from July to October. The R/C and B/O toys will epitomize the classic Scooby-Doo animated series. R/C toys include Off-Road 4x4 Mystery Machine, ATV with figures, and “My First” Train and Fire Truck.
R/C Mini Racers, from HQ Kites & Designs USA, Inc., are small, speedy pocket racers. They include four pylons, and headlights and taillights that turn on when driving forward or in reverse. The cars recharge through the controller, have a two-channel remote, and function on 27 MHz and 49 MHz frequencies.
Take to the skies with The Avengers Outdoor R/C Quinjet from Silverlit. Based on the signature Quinjet in the film, this R/C’s turbo prop jet uses radio control for outdoor flying.
Toy State’s Monster Crushasaurus R/C, from its Road Rippers line, roars into action with 4x4 driving, 360degree spins, and jaw-chomping action. Available this fall, the Crushasaurus features full-function radio-controlled driving with a characterized body design.
MARCH/APRIL 2012
THE TOY BOOK • 39
Thinkway Toys’ The Amazing Spider-Man U-Command Spider-Man Motorcycle, for ages 4 and up, is an infrared remote-control motorcycle with light-up wheels and SFX. Control the bike’s movements with the joysticks on the wireless remote, or use the control buttons to maneuver forward, reverse, left, or right. The remote control has more than 1,000 program action combos. Send instant commands or a preprogrammed action sequence to the Spider-Man Motorcycle via the infrared remote control, and watch the motorcycle carry out the commands.
Japan Artec’s R/C Cube Car, part of the company’s build-ityourself Paper Craft line, allows kids to assemble the car themselves and learn science concepts in the process. The R/C Cube Car is capable of moving in all directions, as well as completing highspeed spinning turns. Largely made of paper, rather than plastics, the paper craft series is eco-friendly.
Carrera’s R/C Power Wave 2.4 GHz Speed Boat is sleek and fast with digital proportional drive and steering function, as well as an automatic return in case the boat goes out of range. The propellers shut off automatically when the boat is lifted out of the water. Powered by two independent motors, the boat is 19 inches long, and comes with a hand controller and boat stand.
Kids can battle an opponent inside an included arena with the Radio-Control SpinForce game from Jupiter Creations. Knock out an opponent by using different speeds and centrifugal force, and adjust wheels for extra play value. For ages 5 and up, the set includes two cars, two controls, an arena, stickers, and extra wheels.
40 • THE TOY BOOK
The LiteHawk II Helicopter, from LiteHawk, includes a 3-D gyro stabilizer. This mini helicopter is easy to fly, even for beginners, and is suggested for ages 8 and up. The helicopter is capable of omni-directional flight—ascending/descending, forward/backward, left/right turns, and even 360 degrees revolving with accurate localization. A boost button provides extra power to the rear rotor blade for a faster forward flight. It includes a three-channel infrared remote controller, a USB charger, and a lithium chargeable battery.
MARCH/APRIL 2012
ITC’s Street Shifters drive, crash, transform, and battle. Each vehicle transforms into a beast upon impact, and maintains its R/C function in battle mode. Available for ages 5 and up, the series includes four vehicles.
Senario is rolling out its latest series of collectible mini-R/C robots, Zibits Wave 3.0. Each of these little robots has its own style and personality. Users guide their Zibits forward or make them spin 360 degrees with their ZMote Control units. Other new Zibits products include The Gauntlet, the flagship product of the Zibits Obstacle Course series; and Zibits Action Sets, which include a unique hazard to challenge the skill of Zibits operators.
Spin Master combines R/C and physical battle play with its new Air Hogs Battle Tracker. With three-plus ways to play, kids ages 8 and up can engage in an interactive battle between the new disc-firing helicopter and the missile-firing Automated Robot Turret (A.R.T.). Choose autonomous control to have the turret track and attack the helicopter automatically, or take manual control of the turret and launch the 12 included missiles via remote control. Fly the helicopter into position and shoot up to seven rapid-fire discs to deactivate the turret. The remote holds additional ammo for quick reloads and storage.
A motorcycle that never tips over, the Cybercycle from Kid Galaxy is a full-function R/C for ages 5 and up. Powered for sleek-riding slides and maneuvers, the Cybercycle has hidden wheels that keep it upright. Its front and back wheels are independently controlled for more advanced maneuvers.
42 • THE TOY BOOK
Maisto’s Tech Coyote XS is a hobby-grade R/C with features for racing and jumping, including coil-over shocks and long-travel suspension for maximum control. The vehicle is also designed with a lightweight but tough body, massive off-road tires, and a large pro-style controller with digital proportional steering. With a tri-channel transmitter, three people can play simultaneously with their own Maisto R/C vehicles.
MARCH/APRIL 2012
R/C Gets Smart The radio-controlled vehicle category—which sold $580 million in the U.S. last year, up 15 percent from 2010, according to The NPD Group—is getting a boost at retail from the surge in smart device sales, which are expected to continue climbing this year. The U.S. consumer electronics industry will surpass $200 billion in overall revenues, up 3.7 percent over last year, according to Consumer Electronics Association’s forecasts for this year. Smartphone unit sales will increase 24 percent this year, with 108.8 million units projected to ship, resulting in $33.7 billion in revenue. As a result, the newly formed app-controlled segment is giving the R/C category some great hype, says Shawn Chance, senior brand manager of Air Hogs, Spin Master’s R/C vehicle brand. “Retailers, for example, are starting to dedicate merchandising space to app-controlled toys and app accessories, or ‘appcessories’,” says Chance. “There are also some new retailers that are starting to come into the R/C space that have never carried R/C before.” For example, Apple’s “App-Enabled Accessories” section of its web store includes app-controlled vehicles, such as Silverlit’s Interactive Bluetooth Remote Control Enzo Ferrari Car and Parrot’s AR.Drone quadricopter. Chance says, “The app-controlled and new marketing channels are bringing new customers into R/C who wouldn’t have thought of using traditional R/C.” —Melissa Tinklepaugh
Part of Interactive Toy Concept’s Wi-Spi Video Surveillance vehicle line, the Wi-Spi Helicopter features Wi-Fi flight control using Apple or Android smart devices. An on-board camera records video and pictures, and sends live video transmission directly to a connected smart device. Users can quickly upload videos or pictures to email, Facebook, or YouTube. The Wi-Spi Helicopter has three-channel flight control with gyro technology, and will be available this fall for ages 14 and up.
With its new Enzo Ferrari, Silverlit introduces next-generation Bluetooth technology for its advanced Interactive Bluetooth R/C series. This interactive hobby-grade Bluetooth-controlled vehicle has full gesture controls that easily connect and follow the movements from an Apple iPhone, iPad, or iPod touch. For ages 8 and up, this 1:16-scale Ferrari includes full-function digital controls; variable speeds; multi-racing steering; and head, tail, and turning lights.
44 • THE TOY BOOK
MARCH/APRIL 2012
The AppRC Iron-Eagle Helicopter, from MyWebRC, is a three-channel R/C helicopter, with up/down, left/right, and forward/backward motions. Controllable with an iPhone, iPad, or Android, the helicopter features a durable structure with a metal fuselage, a built-in gyro for ultimate control, a USB charging cable, an extra tail blade, and a controller that doubles as a charger. It also includes a game webCard that unlocks a virtual R/C toy and webCash at mywebrc.com.
A missile-launching, remote-control helicopter, the Helo TC Assault from Griffin Technology features a flight deck module that plugs into the headphone jack of any iOS or Android device, turning the device into a controller after downloading the Helo TC Assault app. Maneuver the helicopter with touch control via a virtual joystick on the touch screen display or by tilting the smartphone. A tap on the smartphone’s touch screen launches six live-fire missiles. The Helo TC Assault has the ability to record up to three flight plans for easy repetition.
Race and battle with Desk Pets International’s CarBots. The CarBots take on damage with an interactive app that simulates a cracked windshield when wrecked. An Apple iPhone, iPad, iPod touch, or Android phone fully controls these USB-powered racecars, which have a retractable USB charger built into the body of the product. Each different car color operates on its own frequency, allowing for multiplayer racing and battling.
Swann’s i-Fly Micro Lightning R/C helicopter can be operated by either the included IR remote or by an Apple smart device with the included adaptor for iPhone, iPod, iPad, and Swann’s iFly application. Control the helicopter with the app’s push button control, or enter “tilt” mode to control the helicopter’s movements by tilting the smart device. The i-Fly’s three-channel infrared control operates up/down, forward/backward, and left/right turns. The helicopter charges off the remote control or via USB, for up to eight minutes of flying time per charge. Swann’s R/C helicopters are designed for indoor flying for ages 14-plus, and include a spare set of replacement rotors and a bonus landing pad game.
MARCH/APRIL 2012
THE TOY BOOK • 45
5
QUESTIONS WITH
Christine Lien, vice president, product development 1. Tell me about DEMDACO’s history. Dave and Demi Kiersznowski founded DEMDACO in 1997. The company manufactures and distributes artist-driven gift and home décor products that are designed to lift the spirit and help people connect in meaningful ways. Currently, the DEMDACO family of brands includes Willow Tree, Silvestri, Big Sky Carvers, and Nat & Jules, a children’s plush and gift division formed last year. 2. Why have you decided to enter the plush market, and why now? DEMDACO is entering the plush category because we believe it is time to expand our brand’s presence into a new category. Plush is a significant portion of the gift industry, so it is important that we offer our customers a plush line. They already identify us as a high-quality brand for gifts. Our customers will be thrilled by the quality of the line and the new-to-market items that embrace modern trends. 3. What differentiates your plush from what’s already on the market? Nat & Jules products are created using the finest plush materials available, giving each item distinct characteristics and lifelike features while preserving a high standard in both quality and design. In addition to the excellent materials that are used to create Nat & Jules products, the designs of the individual pieces demonstrate a commitment to stimulating children’s imaginations with exquisitely realistic animals and plush characters featuring whimsical designs.
46 • THE TOY BOOK
4. What is the process for designing your plush lines? The first step is to identify the market trends so that we can create products that are on-trend and will be sought after. Our talented designers then begin the process of designing the products with a good mix of traditional designs and whimsical, modern takes on products that we know kids love. For example, our Chubby Wubs line features incredibly soft, chubby pals for kids. Chubby Wubs stand out in the category because their round bodies make them extremely huggable and lovable. After the designs are finalized, we work with fabric mills to source the fabric that will bring each product “to life.” This is especially important for our Animalcraft line of realistic animals. It is so important that we find materials that are an exact match for the look and texture of the actual animals. We pride ourselves on creating the most realistic looking and feeling animals on the market. 5. Who is your target consumer? What purchase occasions are you focusing on? Our target consumers are today’s parents, children, grandparents, and gift givers. Nat & Jules products are appropriate for a wide range of events, including holidays, get well, “just because,” or as an impulse buy for yourself. The Nat & Jules plush line is also appropriate for all the major milestones in a young family’s life, whether it’s gifts for baby showers, visiting a newborn for the first time, christenings, or birthdays. The superior quality of the products gives gift givers and parents the opportunity to give a child a gift that will be a treasured friend for years to come. ■
MARCH/APRIL 2012
A New Wave in Plush?
by Ericka Johnson
F
rom Beanie Babies to Webkinz to Pillow Pets, the plush category has been known to spawn crazes among consumers of all ages. While classic stuffed animals continue to offer steady sales at retail, plush has come a long way over the years. In 2010 plush manufacturer CJ Products’ My Pillow Pets presented its catchy TV jingle, “It’s a Pillow, It’s a Pet… It’s a Pillow Pet!,” grabbing the attention of children and parents everywhere. The Pillow Pet phenomenon has given rise to a variety of plush products, including accessories and apparel, that transform into a multi-use item. Parents are more willing to buy them, knowing they will do more than gather dust on a shelf. Examples include Hoodie Pets’ sweatshirt, a fleece hoodie with a plush toy that attaches via hook-and-loop to the front pockets of the hoodie, and Bubele’s Patch Buddy, a plush toy and a custom backpack with a built-in carrying case. Other plush trends that continue to gain momentum are character development and extended play patterns. Kids get to know a character based on a story found on the hangtag or packaging. They then are invited to enter an online world Bubele’s Patch Buddy, Kevin Mao where that character is represented as an avatar. This draws kids into the brand, making parents happy with the extended play pattern, and manufacturers and retailers content with the possibility of add-on purchases and the collectibility aspect. Brobo’s Shine Force Smaller startup companies have begun creating platforms to bring their characters to life in an effort to reach more consumers. Custard ’n Jelly’s kid-created Guardian Angel Buddies are an elite task force of seven angels, each with a story and a special skill. They watch over their owner everywhere they turn. The brand, which promotes the message of self-esteem and contributing to charity organizations, launched last fall and is positioned as a lifestyle brand for girls. Kenji, Inc. introduces the adventures of Brobo and friends, five robots from the future who befriend children in the present day and encourage friendship, education, and fun. The Brobo characters’ “Shine Force” light in their chests helps children to be brave in the dark. Pretty Ugly, LLC, known for its quirky characters with offbeat backstories, introduces its line of Ugly Buddies, a nine-inch Uglydoll with a four-inch Uglydoll buddy, and eight new characters to the Uglydoll’s Uglyverse. This year, Uglydolls are also coming to the big screen. Universal Pictures’ Illumination Entertainment has acquired the rights to develop an animated feature film based on the Uglydoll characters. The plush category has always provided kids with friends to snuggle and play with. The trends of multifunction plush and the development of plush into characters with big personalities, is helping to drive sales, one cuddle buddy at a time. ■
Custard ‘n Jelly’s Guardian Angel Buddies
MARCH/APRIL 2012
Pretty Ugly’s Ice-Bat and Wage Ugly Buddies
THE TOY BOOK • 47
The OK to Wake! Owl, from American Innovative, teaches children a regular sleep-wake cycle with its illuminating plush tummy. When it’s time for bed, the OK to Wake! Owl emits a soft yellow glow. In the morning, when it’s time to wake up, the owl turns green. OK to Wake! has a built-in programmable timer for up to 12 hours, and plays five soft lullabies and two wake-up tunes. The owl also speaks four phrases according to how close it is to wake-up time.
CJ Products introduces Disney Character Pillow Pets. Pillow Pets are a plush toy and a pillow in one. Characters include Lightning McQueen and Tow Mater from Cars, Mickey Mouse and Minnie Mouse, Tigger and Pooh from Winnie the Pooh, and more.
Singin’ Cookie Monster and Strummin’ Ernie join the band with the Let’s Rock! Band Assortment, from Hasbro. Put the microphone up to Cookie Monster’s mouth to hear him sing loudly, or pull it back to hear him sing softly. Strum Ernie’s guitar in fast or slow speeds. Both characters sync with Let’s Rock Elmo (sold separately) to sing a song together.
Singin’ Cookie Monster
Teeboo USA’s Kidoo Pets is a collection of cuddly plush toys with interactive sound sensors, and nine interactive and teaching functions. The Kidoo Pets show children how to nurture, play, and love while having fun. Kidoo Pets comes in six styles: Beige Dog and Black Dog, Beige Cat and Grey Cat, and White Tiger and Orange Tiger.
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New this year from Snuggle Time is Petjamas, an easy-to-wash combination pajama, carrier, and pillowcase for Pillow Pets. The handle makes it easy for even the smallest child to carry, and the pockets can be used for storing treaures. Petjamas are available in eight colors, and are great for bedtime, playtime, or travel time.
Jazwares brings Adventure Time, an animated series about the advenures of Finn and Jake, a dog with magical powers, to plush with its seven-inch figures. The assortment of miniplush figures includes the characters from the series, including Lumpy Space Princess, Ice King, Lady Rainicorn, Marceline, Fionna, and Cake.
Miyoni, a collection of jungle and domestic animals, is new from Aurora. The plush line includes 72 realistic styles with huggable bodies made from quality materials and with attention to detail. The Jewel Pets line is made up of a pink fawn, teal squirrel, and a purple unicorn. These soft stuffed animals measure 11 inches.
Kids ages 3 and up can dance and giggle along with Bounce Bounce Tigger from Just Play. Disney’s Winnie the Pooh character plays his signature theme song to the tune of a classic hiphop beat, and bounces to the beat of the music.
50• THE TOY BOOK
The first plush line to be developed by Kenji, Inc., the Brobo line consists of five characters, Brobo, Pep, Mumu, Trex, and Dog, who are robots from the future. Each character comes with a story and helps children overcome their fear of the dark with a light-up feature. The Brobo Shine Force plush dolls measure 13 inches and come with a Shine Force light on each character’s chest that is activated by tapping the character’s hand to its chest.
MARCH/APRIL 2012
Glo Glo Inkoos are plush characters from The Bridge Direct that little artists, ages 4 and up, can draw on and decorate, even in the dark, with a special light pen. Glo Glo Inkoos have special fabric with patterns that glow in the dark, come with washable markers, and can be drawn on, washed, and then redesigned.
Warm & Fuzzy’s Self-Heating Stuffed Animal is a plush toy with a heart-shaped heating pack that is reusable and easy to activate, similar to a glow stick. The pack can be activated almost anywhere—at the park, in the car, while shopping, or at bedtime. Warm & Fuzzys SelfHeating Stuffed Animal is made from non-toxic food grade ingredients, and is designed for ages 3 and up.
Cloud B presents a family of plush characters with multiple uses. Pouf, the cuddly overstuffed plush toy, can be used as a pillow, for home décor, or as a huggable friend for little ones. Mimicking Monkey has a dual-track voiceover option that records personal messages for play or bedtime, for children ages 3 and up. Gentle Giraffe creates a peaceful sleep environment with sounds of the Serengeti filling a child’s room for playtime or sleep time.
Play Visions presents Puzzle Buddies, a stuffed animal and puzzle in one. Each animal contains a 24-piece puzzle of the species in a zippered pouch, and a description on the back of the puzzle detailing fun facts about the animal.
52 • THE TOY BOOK
Lamaze Turtle Tunes, from Tomy, is a brightly colored plush turtle with a musical shell. When a baby touches the bright spots on the Turtle Tunes shell, different musical notes are played. The bold colors aid in the development of the baby’s vision, and the music helps create auditory awareness. Lamaze Turtle Tunes features three different music modes to choose from, and comes with a song book.
MARCH/APRIL 2012
MARCH/APRIL 2012
T HE D EFINITIVE I NFORMATION S OURCE
FOR THE
T OY
AND
G IFT M ERCHANT
NEWS JPMA
AND
ABC UNIFY
The Juvenile Products Manufacturers Association (JPMA), a non-profit association dedicated to juvenile products, and All Baby and Child, Inc. (ABC), creators of the ABC Kids Expo, have announced an industry unification. In negotiations finalized during the JPMA Annual Legislative Summit in Washington, D.C., JPMA and ABC executed a letter of intent agreeing to actively pursue a merged-industry, not-for-profit trade association dedicated to promoting the interests of the entire industry. As part of the agreement, a minimum of $2.6 million has been committed over three years to execute specific industry-wide strategic objectives identified by the two organizations’ boards. In a separate agreement, ABC has agreed to provide $1.2 million of funding to JPMA over the same period to support JPMA initiatives. In return, JPMA will continue to endorse the ABC Kids Expo. JPMA and ABC have agreed to diligently work toward the negotiation and execution of a merger agreement that is expected by June 30, 2013.
GARBAGE PAIL KIDS BECOMES
A
COLLECTORS’ ITEM
After 25 years, the Garbage Pail Kids brand is making a comeback as a collectible item. A book containing 206 images from Series 1 through 5, from 1985 and 1986, and a set of four limited-edition, previously unpublished bonus stickers will be available. Cartoonist Art Spiegelman is featured in the introduction, and John Pound closes the book with the afterword.
Classic Media has acquired the rights to Olivia from Chorion. Olivia originated as a book series that was first published in 2000 by Ian Falconer. The series has sold more than six million books and was awarded the Caldecott Honor. Now an animated television series, Olivia airs in more than 120 countries, including on Nick Jr., ABC (Australia), Five/Milkshake! (UK), Treehouse (Canada), and TFI (France).
AS
U.S. DISTRIBUTOR
Queen Games has entered into an exclusive distribution agreement with ACD Distribution. ACD Distribution is now the sole distributor for Queen Games in the U.S. “We are looking forward to working directly with Queen to create great programs to help our retailers succeed with Queen’s exceptional games,” said Bob Maher, president of ACD Distribution, in a statement. “ACD has supported Queen Games since they entered the U.S. market, and we are pleased to be their exclusive distributor.” ON THE COVER: New from Douglas, Casey Peace Dog Fuzzle is a part of a new breed of Fuzzles with unique, mixed fabrics in coordinating fresh colors and patterns. There are many styles to choose from. See page S6 for more from Douglas.
MARCH/APRIL 2012
The Chicago Toy and Game Group has signed a contract with Navy Pier to host the 10th Annual Chicago Toy and Game Fair (ChiTAG), which will be held November 17-18. As the nation’s largest public toy and game fair, this year’s exhibition is expected to draw more than 25,000 visitors. The increased space at Navy Pier will allow for more visitors, exhibitors, and play. Exhibitors can now register for this year’s event at www.chitag.com.
CLUB CSI, NEW CHILDREN’S BOOK SERIES, RELEASES
CLASSIC MEDIA ACQUIRES OLIVIA
QUEEN GAMES NAMES ACD
CHITAG GETS BIGGER SPACE
S3
Simon Spotlight, of Simon & Schuster Children’s Publishing, will publish the first two books in its new Club CSI series this month. Based on the CBS television series CSI: Crime Scene Investigation, the middle-school series of chapter books by Dave Lewman features a crew of junior high school investigators who are inspired by their forensic science class to form a “Club CSI” to solve crimes and capers at school. The first books, Case of the Mystery Meat Loaf and Case of the Missing Moola, will be released simultaneously in hardcover and paperback. Lewman has also penned additional titles for the series, which will be released later this year. The series of books is licensed through a deal with CBS Consumer Products.
SPECIALTY TOYS & GIFTS
ASTRA’S INSIGHTS
I
Make Your Store
a Destination
by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA) n today’s highly competitive retail environment, how do you make your store a destination for toy buyers? How does a store become a popular place to visit and shop?
“It’s a matter of setting your store apart from other choices that are available to your customers,” says Greg Larson, owner of Larson’s Toys and Games of Columbus, Ohio. “You have to give the customer a great experience when they do business with you—every time.” This question is so important to retail success today that the American Specialty Retailing Association (ASTRA) is opening its 2012 Marketplace & Academy with a keynote presentation on making your store a destination. Larson points out that when he opened his store 30 years ago—during what he calls the golden years of independent retailing—“you could create a new store, fling the doors open, and customers would find you.” Now retailers need to work extra hard to attract customers. Downtown areas and smaller strip malls, where so many ASTRA stores are located, no longer generate the foot traffic they once did, and online retailers are competing aggressively for customers’ business.
Give Customers a Great Experience
Claudia and Tom Towles, owners of aMuse Toys in Baltimore, Md., were conscious of creating a destination when they opened their toy store. “We pictured a place that would be a hub of community activity—a welcoming, friendly gathering place in a downtown area that did not have anything for kids. Being a destination is baked into our mission and our core values. We have worked hard to position ourselves as a destination in the customer’s mind.” So have Sari and Sam Powazek, owners of two Doll House & Toy Store locations in the Phoenix, Ariz. area. “The same things that differentiate you from big box stores and online retailers are the things that make you a destination,” says Sari Powazek. “It’s about being open, giving, gracious, and highly focused on customer needs. It also helps to have a popular dog named Sydney in the store that kids like to pet and shower with treats!”
Start with Your Mission and Values
Here are some key strategies for creating a destination store:
Tips for Making Your Store a Destination
SPECIALTY TOYS & GIFTS
S4
• Make your brand meaningful. The mission of aMuse Toys—“beautiful, purposeful play”—drives all aspects of the store’s operation, says Claudia Towles, from product selection to merchandising to the charities the store supports. “We don’t react to toy trends, and we make our shopping space physically beautiful. When you walk in our door, you are relaxed by classical music and you can find what you want in displays that are grouped well but not cramped.” • Provide relentless, top-notch customer service. Service is what differentiates independent retailers from stressful shopping experiences at big box stores. “People really appreciate good service because they don’t get it in many places anymore,” says Larson. “In my many years in this business, I have read lots of books and attended many terrific ASTRA seminars that reinforce how crucial it is to provide world-class customer service. This cannot be said often enough.” • Don’t be penny wise and pound foolish. Keep it simple, and take all the hassle out of shopping at your store, even if the customer is not spending much. If you don’t accept a credit card for a $3 item, you may not see that customer again—and you will never know how much that customer might have spent over the years. Sari Powazek notes that some meaningful service tactics, such as assembling a bicycle in the store or gift-wrapping items, incur little or no extra cost. “You are already paying your staff, and it’s far better that they are providing an extra service that the customer really appreciates than just standing around.” • Make your store fun for kids and useful for adults. Not only do the Powazeks provide four play areas in their store—often used by families who have a half-hour to kill and who know they are welcome to stop by and hang out—but they also provide parenting resources through recurring classes and services, which draw customers into the store. “We have infant massages and music demonstrations once per month. Soon we will be starting a home safety series,” she says.
Making your store a destination is an essential strategy for business success. To learn more, don’t miss consumer anthropologists Rick Kizer and Georganne Bender talk about “The Crackle Factor”—that wonderful sense of anticipation you want your customers to feel when they walk through your door—at ASTRA’s Marketplace & Academy in June. For more information, visit www.astramarketplace.org. ●
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Playtime Buddies The Francis and Friends plush line, by the HOUSE OF INGRI, is based on the company’s first early reader book. The main character, Francis Love Bunny, is illustrated in the book on his daily adventures. House of Ingri plush toys are made of microfleece and faux-suede with special details such as embroidered mouths, weighted arms and legs, and acrylic eyes.
DOUGLAS introduces a line of plush Designer Dogs: Brie, Gia, Collette, Ki-Ki, Velvet, and Brigette. Each dog has its own personality with a mix of accessories and colorful outfits. Sized at 10.5inches, Designer Dogs are suitable for ages 3 and up.
My Pet Blankie, from FOU FOU DOG, is a rollup plush blanket that transforms into a plush toy for infants and children of all ages. The two-in-one blanket is made of hypoallergenic fleece material that is machine washable and stuffing-free. My Pet Blankie comes in five different characters: Lily the Bunny, Ernie the Doggy, Elliott the Elephant, George the Giraffe, and Mookie the Monkey.
KNOCK KNOCK introduces the Clump-o-Lump plush line of swappable creatures. Clumpo-Lumps zip apart into three pieces—head, torso, and rump—which can be mixed, matched, and multiplied. Frog-o the Frog, Bee-o the Bee, Shark-o the Shark, Bird-o the Bird, Tig-o the Tiger, and Squid-o the Squid characters each have their own personality and are for kids ages 3 and up.
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The 26 Alphabeasts characters, originally only in a 15 inch size, are now available in a seven inch size. The two-sided beasts come in contrasting colors, front and back, with upper and lowercase letters on each side to enhance learning and playful functionality. The characters in the new size are available in letters A-Z and mimic the same design and fabric.
Zombuddiez, from OHIYA, is a cute and creepy plush character with dark eyes and green skin. The line of crass characters is designed to mirror the unique qualities within each and every one of us.
MAGICFOREST carries two European plush brands: Trudi from Italy and Moulin Roty from France. Trudi’s plush animals come in two styles: Classic—where the character is sculpted from a minimum of seven pieces of fabric, and Best Bussi—Bussi in Italian means little kisses. All Trudi plush is double stitched and machine washable.
The Howly Owls friends are the newest addition to the PIGGY WIGGIES family. Take Howly Owl everywhere you go with the Howly Owl key chain. Each owl comes with a name and a story.
FOLKMANIS cuddly American Alligator Puppet encourages imaginative play and creative thinking with its realistically rendered scales and soft plastic teeth. The lifelike puppet measures 31 inches long.
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Super Sprowtz introduces plush puppets that go along with previously released Super Sprowtz books. Colby Carrot, Brian Broccoli, Erica Eggplant, Suzy Sweetpea, Todd Tomato, Sammy Spinach, Oliver Onion & Gita Garlic, Miki Mushroom, and Zach Zucchini all have super powers, and their stories are designed to help kids get excited about eating their vegetables.
THE LITTLE ACORN presents a tooth fairy option for little boys with its line of Tooth Fairy Pillows. The tiny pocket on each pillow doubles as a pocket for the lost tooth and treasures as well as for notes and treats. Tooth Fairy Pillows are available in Robot, Tiger, Elephant, and Owl varieties.
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MANHATTAN TOY introduces more than 20 new soft toys and eight new finger and hand puppets. From its soft toy collection is Dinoz, a line featuring wide-ribbed corduroy fabric in vibrant colors. Characters include Cera, Rex, and Bruno. The Snugglees collection is made of soft, ribbed fabric with plaid to accent their floppy ears, and comes in Bunny, Lamb, and Mouse styles. Chompeez are forest friends hand puppets, available in Moose, Bear, and Deer styles. They are made of beads and make a clicking sound when their mouths open and close.
The Graduation Brain Cell musical plush doll, from GIANTMICROBES, is a graduation gift for all ages. The Graduation Brain Cell is based on a microscopic image of an actual brain cell. Press on the toy to hear the “Pomp and Circumstance” song. Each plush comes with information about brain cells and the lyrics to “Pomp and Circumstance.”
The Brenna Bunny Rabbit, from MELISSA & DOUG, is embroidered and features a fluffy tail and polka-dot bow. The bunny’s ears are wired and can hold multiple positions.
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PRETTY UGLY, LLC introduces new items to the Uglydoll Uglyverse. Gragon, Softy, Flatter, and Little Bent are available in several sizes. The line includes jumbo, classic, seven-inch little ugly, and clip-on versions.
KIDS PREFERRED introduces a line of Gruffalo merchandise to go with the original story. In addition to the release of the book and DVD, there are two Gruffalo plush dolls, a large model and a jumbo model, both hand-washable. The large plush measures 12 inches and the jumbo measures 32 inches. An eight-inch hand puppet and bean bags of Gruffalo and the Mouse are also available.
Baby Long Legs is a huggable friend from NORTH AMERICAN BEAR CO., made of silky plush with lanky limbs in velour. It is available in 18 inch and eight inch squeaker styles, in pink or blue, and in rabbit, elephant, and mouse varieties.
MIDWEST-CBK’S Monkeez & Friends is a whimsical new line of knit monkeys and animal friends with hidden magnets inside their hands and feet. Each character has a tag that tells their name and favorite activity. The line includes monkey, elephant, and frog styles, among others.
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WHAT’S NEW Last year, RICH FROG INDUSTRIES launched book companions for two pairs of its slippers, and the company is now introducing a third slipper-and-book set, this time for alien fans. The Alien Fearsome Four Feet slippers are paired with The Three Little Aliens and the Big Bad Robot. Kids can strap on the slippers and follow book characters Bork, Gork, and Nklxwcyz on their fun and educational adventure. The Fearsome Four Feet come in children’s size 11 (euro 28) and fit most kids ages 4-5. BANANAGRAMS, INC. is releasing super-sized versions of two of its word games this summer. Jumbo Bananagrams features 144 waterproof, three-inch square tiles packaged in a giant yellow bananashaped tote bag. Players race against one another to build giant crossword grids by using all of their letters. Jumbo Zip-It includes 24 wooden, two-inch letter cubes. Each person takes 12 cubes and races to form his or her own crossword grid. The first player to use all the cubes calls “Zip!” and gets a point. The first person to score 10 points shouts “Zip-It!,” and wins the game.
Pop culture brand TOKIDOKI is launching its latest assortment of collectible vinyl art figures, Royal Pride, a gang led by Lion Pappa. Royal Pride gets wild and rough to protect their turf. They make the rules, get rich, and spoil their girls—the only ones who can rule these boys. Brute force and jungle instinct make Royal Pride the kings. The three-inch figures are made of PVC. The collection will include at least two chase figures.
THE AIRD GROUP’s Kimmi Junior collection includes everything from dolls to notebooks for children ages 3 and up. The core products in the line are the collectible small resin dolls. Each comes with a character passport and a sticker telling owners all about her personality. Consumers can choose from Millie, Leila, Ellie, Jemma, Aesha, and Bonnie. Additionally, the line includes resin key chains, mini notebooks and pens, medium notebooks, a lock-up journal, bobblehead pens, coin banks, rectangular cases, and triangular pencil cases.
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MEDIA CENTER
Kaleidoscope takes readers on a poetic journey filled with surprises. The book combines eye-catching, die-cut pages and a rotating kaleidoscope, adding to the visual experience. Scenes range from rainy puddles to freshly baked pies. Illustrated by Salina Yoon and published by LITTLE, BROWN AND COMPANY, Kaleidoscope is full of engaging rhymes that complement moments in the book, and is designed for all ages to enjoy.
The Good Ms. Padgett Sings The Little Red Hen & Other Stories offers musical interpretations of four classic stories. The album begins with “Little Red Hen,” who sings her theme song and makes an untraditional decision at the end of the story. “Goldilocks” is a danceable take on the classic, suspenseful tale. “Henry Penny” transforms its main character from a gullible goofball to a smart, outspoken, and self-reflective foul. “The Billy Goats Gruff” offers a countrified refrain, celebrating the triumph of three peace-loving, daisyeating goats. The stories/songs were written by Folkways artist Elizabeth Mitchell and produced by EVERYTHING OK. The album artwork was created by Amanda Saxe Barr.
Mia and the Migoo, the second feature from French animator Jacques-Remy Girerd, is the fable-like journey of a young girl who works to overcome her fears while on a quest to find her father and save the world from destruction. Mia’s adventure takes her on a cross-continental journey, through mountains and jungles, in search of her father who has been trapped in a landslide at a construction site on a remote tropical lake. Mia works with the Migoo to find her father and save the Tree of Life. Mia and the Migoo, available this spring and produced by ENTERTAINMENT ONE, was created from nearly 500,000 hand-painted frames of animation.
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Kids can bring 10 famous historical hauntings to life using the latest augmented reality with Horrible Hauntings from GOOSEBOTTOM BOOKS. The book takes the reader through spooky paintings of haunted locations and includes history on the haunting. Readers can also download a free app to their Apple or Android device to enhance the experience and watch the ghosts appear from the pages in interactive 3-D. Blow into the mic on a device and it fills with the sound of the sails of a phantom ship, the Flying Dutchman. Trigger the activities of the Amherst Poltergeist, or play ball with the skeletons of the Princess in the Tower. Horrible Hauntings was written by Shirin Yim Bridges and illustrated by William Maughan. It is distributed by IPG.
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Talking Social Media
Social Media:
From
L ike to Re al ly L ike PART 10 OF A SERIES
by Andy Marken, Marken Communications
Y
ou probably have heard by now that folks spend more time on Facebook than any other website, and by a whole lot. To be more precise, people spend 53.5 billion minutes a month on the world’s largest social networking site. When CEO Mark Zuckerberg announced at F8—the Facebook developer’s conference— that the site now had more than 800 million users, he said he wanted them to be even more involved with the site. In fact, he wanted Facebook to become the destination where people tell the story of their life. Initially you might think that’s over sharing, but this growing community is changing the way companies connect to customers. Companies are establishing their Facebook pages in record numbers—building, expanding, and leveraging relationships. It’s not certain how much those eyeballs and “likes” are worth, and it’s still too early to say how many dollars a Facebook friend and a recommendation can generate, but companies such as Coca-Cola, Starbucks, Papa John’s, Zynga, Zappos, and Electronic Arts feel that an effort is worth it.
VALUES AND EXPECTATIONS Last year, Zynga racked up more than $300 million from its visitors and users. Other companies have determined how much they feel their fans are worth in equivalent media dollars: • Starbucks: $1.20 per fan • Coca-Cola: $0.96 per fan • Pringles: $0.02 per fan • Adidas: $2.40 per fan • Red Bull: $1.14 per fan This is because a positive online brand experience creates loyal customers. They in turn tell friends and family about the brand, and the sphere of influence grows. Companies—large and small—are finding that closer relationships with cus-
66 • THE TOY BOOK
tomers and potential customers affect not just sales but the entire business. According to Forrester Consulting, because of Facebook: • 63 percent of marketers have seen an increase in brand awareness; • 50 percent have seen overall business success; • 47 percent have seen customer loyalty; and • 29 percent have seen channel and partner success. The bottom line is that a solid fan base is good for business, and having consumers who “like” you is the first step. But it goes beyond simply asking folks to tap the “like” button—they expect something in return! Getting a few thousand people to “like” your brand takes an overall plan and careful execution. Increasingly, users want to engage more with a brand. According to ExactTarget, in return for “liking” a page: • 54 percent expect to gain access to exclusive content, events, or sales; • 58 percent expect to receive discounts or promotions through Facebook; • 47 percent expect to receive updates about the company, person, or organization in their newsfeed; • 39 percent expect the company to post updates, photos, or videos to the user’s newsfeed; • 36 percent expect the company to send more relevant content based on the information in a user public profile (e.g., age); • 28 percent expect to interact with the page owner; and • 24 percent expect the company to contact the user through other channels (e.g., email, postal mail, Twitter). A brand’s task isn’t as daunting as it looks. Simple steps include using your other online presences to build traffic to your Facebook page, using inexpensive Facebook ads that target your niche market, keeping Facebook pages fresh and rel-
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evant, and conducting contests and promotions. But, is it really worth all that effort?
NO-NOS
long as the posting is interesting, informative, and helpful. • Don’t litter your Facebook feed with Tweet-like posts because not everyone cares about your every thought. Facebook is for news people can read and use. • Schedule your updates, especially if you’re using a third-party API, because Facebook lumps closely timed posts into one update. This can cause engagement to drop by as much as 70 percent. • Don’t post the same type of content continually. Facebook EdgeRank manages your post impressions based on affinity, weight, and time decay. • Don’t delete fans’ posts on your wall. If a post is negative or “uncomfortable,” talk with the fan—offline, if possible—and resolve the situation. Remember, hiding the problem or ignoring it doesn’t make it go away, but usually makes things worse. • Avoid the hard sell. The objective of your Facebook page is to build and extend relationships. If you want to sell them, then point fans to your website for your specials and sales. • Encourage—don’t eliminate—your fans’ ability to post comments. Your Facebook page is there to engage with customers and prospects. • Have a set of community rules and guidelines. People should be sensitive to others’ ideas and opinions; profanity, cyberbullying, and similar actions should not be tolerated. • When community members carry on a conversation, don’t interrupt them unless the discussion gets out of hand. Instead, wait for the appropriate moment and provide expert assistance to stimulate positive conversation. There’s no almighty Facebook expert out there. Everyone is just like you, using the tools that are (increasingly) available and searching for the right mixture to build their fan base. Watch what others are doing right and wrong, and listen and learn. ■
It’s always better to err on the side of caution so people don’t “unlike” you. Approach your Facebook page just like you did when you entered a new class or started a new job: watch, look, listen, and lurk. It won’t take you long to see the mistakes of others, and that’s far easier than learning from experience. Here are some tips to avoid getting “unliked”: • The key reason people “unlike” is that the person or brand posts too often. One or two posts a day is sufficient as
This is Part 10 of a series. Andy Marken is a marketing and communications consultant with more than 30 years of experience. He has written more than 400 articles. In addition to consulting with and being a spokesman for major clients, he also speaks on industry subjects, including management, marketing, and consumer relations. He can be reached at andy@markencom.com.
THE MEANING OF A “LIKE” Just remember that no matter what you do, some people will visit your page regularly but simply won’t hit the “like” button; it doesn’t mean they dislike you. There are a lot of things people like, but they don’t slap an “I Like” sticker on all of them. There are plenty of reasons that Facebook users won’t “like” a company or product. Sometimes they feel it is some type of endorsement. Other times, they really don’t like the company or product. In an ExactTarget survey, 54 percent of respondents said they did not “like” a company because they did not want to be bombarded with messages or ads. Other reasons cited include: don’t want to give access to profile information (45 percent), don’t want to push things into friends’ newsfeeds (31 percent), don’t want companies to contact me through Facebook (29 percent), don’t see the benefit (23 percent), indifferent toward the company (8 percent), and don’t understand what it means to “like” a company on Facebook (4 percent). But this is okay—raw numbers are sort of important, but it’s more important to know how much interaction you’re having with your fans and the substance of that interaction. Michael Jackson has 46 million-plus fans, Mafia Wars has 18 million-plus, Vin Diesel has 30 million-plus, and Megan Fox has 32 million-plus, but does that mean anything? Remember, the goal isn’t to rack up as many Facebook “likes” as you can, even though you might want to boast to your boss, but to build relationships with people and maintain them.
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THE TOY BOOK • 67
Women in Toys Honors Outstanding Business Leaders
T
he eighth annual Wonder Women of Toys, Licensing & Entertainment Awards Dinner was held on the opening night of the 109th American International Toy Fair in New York City, and celebrated more than 50 of the most influential and impactful women business leaders in toys, licensing, and children’s entertainment. The Wonder Women award winners were announced at the newly revamped event hosted by Women in Toys, which was attended by more than 300 industry executives. “There is an enormous arsenal of talented women in this industry,” says Genna Rosenberg, executive vice president at Imperial Toy, a WIT board member, and Wonder Woman of Toys, Licensing & Entertainment Awards co-chair along with fellow board member Ashley Mady, president of Brandberry. “At WIT, we are working to create a forum to meet, work together, and make things happen. This year’s winners are a diverse group of innovators, leaders, and mentors within the industry that are extremely deserving of this prestigious honor.” In addition to celebrating the Wonder Women winners, the WIT foundation granted scholarships to students whose focus and major in college is toy design. This year’s scholarship recipients are from the Fashion Institute of Technology in New York; Avni Institute of Art & Design in Jerusalem, Israel; Otis College of Art & Design in Los Angeles; and the Ontario College of Art & Design in Toronto, Canada. Founded in 1991 by Susan Matsumoto and Anne Pitrone, WIT is a member organization and a networking tool for both men and women with chapters around the world. To learn more, visit www.womenintoys.com.
And the winners are... SALES: Renee Lochhead has been working with Spin Master for more than 13 years, managing numerous accounts across North America. In recognition of her most recent efforts, she was awarded a Sales Excellence Award by Spin Master in 2010 and the Account Manager of the Year Award in 2011 by Toys “R” Us Canada. Recently rejoining the U.S. sales team, Lochhead is currently earning additional air miles working with the Toys “R” Us team in New Jersey.
RETAILER OF THE YEAR: Lori Costley leads the girls’ fashion doll and licensed toy team for Walmart U.S., reporting to Anne Marie Kehoe. She is responsible for development of merchandising strategies, supplier relations, and selection of product assortments for Walmart U.S. stores. Costley currently serves on the Apparel Advisory Board for the University of Arkansas and is an active member of The Network of Executive Women (NEW), a not-for-profit industry group with a mission of attracting, advancing, and retaining women in the retail and consumer package goods industry through education and networking.
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ENTREPRENEUR: Laurie Hyman has more than 15 years of experience as an entrepreneur and marketing executive for online consumer service companies. In 2007, Hyman’s three children inspired her to co-found Green Toys, Inc. to create products that help preserve our planet for the future and ensure the highest standards in toy safety.
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SOCIAL RESPONSIBILITY: Deidre Lind has served as the director of global philanthropic programs for Mattel, Inc. since 2004, and more recently added global sustainability responsibilities to her scope. Under Lind’s leadership, Mattel has established a strategic philanthropic program framework that impacts millions of children globally each year. From cash and grants to toy donations and volunteerism, Mattel targets 2 percent of its pretax profit each year towards philanthropic efforts that impact communities globally.
LIFETIME ACHIEVEMENT: Noted child development and toy expert Joanne Oppenheim is the president of Oppenheim Toy Portfolio, the independent guide to children’s toys and media. Oppenheim has written more than 50 books for and about children, including Kids & Play, Buy Me! Buy Me!, and literacy series Read It! Play It!. Oppenheim has been a true trendsetter in how we talk about toys and the importance of play. She has been featured on CNN, MSNBC, ABC World News, and Oprah. She is a contributor to NBC’s Today Show.
LICENSEE: In her role as vice president of licensing, Lauren Whitehead brings more than 10 years of toy and consumer products licensing industry experience to Jakks Pacific, Inc., and is responsible for securing top licenses for Jakks and its subsidiaries worldwide. Whitehead and her team have successfully secured and nurtured partnerships with hundreds of nationally and internationally known children’s brands, including television, theatrical, and entertainment properties, resulting in a robust and successful licensed product portfolio for Jakks Pacific.
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MANUFACTURER: Jennifer Caveza has devoted her career to the toy industry. As a marketing executive with 23 years of experience and a demonstrated record of achievement in the business, academic, and entrepreneurial fields, Caveza has worked for many major manufacturers, including Mattel and Fisher-Price, as well as leading ad agency Grey Advertising on the Hasbro account. She spent five years at Otis College of Art & Design as assistant chair and faculty member of the toy design department, and is now senior vice president of girls’ entertainment at Jakks Pacific. She is now happily married to toy designer Martin, and has a 7-year-old daughter, Lauren, a toy tester of their very own.
DESIGNER OR INVENTOR: Lori Rotter is a dedicated design professional with more than 25 years of combined experience in the areas of giftware, stationery, and toys, covering a broad range of product categories and lines of business. The variety of design opportunities over the years had actually led Rotter to the toy industry, which is her most favorite opportunity of all. “To see a child in a store choose a product that I helped design is incredibly rewarding. I will never get tired of it!”
PUBLIC RELATIONS AND COMMUNICATIONS: Janis Van Tine has been working in communications for more than 13 years, including four years in the public relations department at Jakks Pacific, and most recently as director of communications at Imperial Toy. At Imperial Toy, Van Tine is a brand ambassador for many of today’s most beloved brands, including Disney Princess, Mickey Mouse, Little Tikes, Hello Kitty, Transformers, and, Imperial’s marquee brand, Super Miracle Bubbles. “The toy industry has changed my life, and being involved in the process of promoting products that make children and families happy—while being surrounded by amazing people—well what more could one ask for!”.
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RISING STAR: Elizabeth Litten Miller has been working in entertainment and consumer products for more than 12 years, including 10 years with The Walt Disney Company in both strategic marketing and creative director roles. Most recently she joined Hasbro as head of creative for global licensing and publishing. She’s had the privilege of developing go-to-market initiatives for the world’s most iconic properties, including Disney Princess, My Little Pony, Mickey Mouse, and Transformers. Building statements for every level of retail—including recent brand collaborations with Nike, Rocawear, and Oakley—-is her passion. “Great product takes storytelling to a deeper level, making it more personal and engaging for the consumer.” LICENSOR: JoAnn McLaughlin is a toy business veteran. In her current role as senior vice president, hardlines, for Disney Consumer Products, McLaughlin is responsible for delivering product innovation and development for Disney- and Marvel-branded toys and other products, and leading a team of pioneering designers and creatives. Prior to joining Disney Consumer Products, McLaughlin held various executive-level positions at Marvel Entertainment, most recently as executive vice president of merchandising and promotional partner services. She has also held key roles at Matchbox Toys and Child Guidance, a division of CBS Toys. JOURNALISM AND SOCIAL MEDIA: Jackie Breyer is the editor of trade magazines The Toy Book and The Licensing Book, as well as editor of the weekly newsletters The Toy Report and Total Licensing Report. She helped Adventure Publishing evolve in the digital realm, providing these publications exposure to a broader global audience. Breyer has been covering the toy and licensing industries for more than a decade, and is proud to lead a talented team of writers and editors. “I love working in an industry full of enthusiastic entrepreneurs who bring happiness to children.”
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MARKETING, ADVERTISING, AND BRANDING: Sasha Junk is the senior vice president of marketing at Kidz Bop, the No. 1 music brand for kids ages 5 to 12 in the U.S. At Kidz Bop, Junk manages the strategic development of the best-selling brand through marketing, licensing, and public relations initiatives. She oversees all corporate partnerships and alliances, including SiriusXM, RCA Records, AdCouncil, Macy’s, Imperial Toy, and LeapFrog. Junk also helps manage Kidz Star USA, America’s biggest talent search for kids ages 15 and under.
LICENSING AGENT: Jennifer Richmond, an 18- year licensing and toy veteran, joined Richmond Management Group in 2011 to provide strategic and legal consulting in the areas of license and brand acquisition, brand development, deal and contract negotiation, and the long-term management of licensed products and programs. She has been widely recognized for her outstanding licensing and media accomplishments throughout the toy and licensing industries. She works tirelessly to assist companies without in-house expertise to navigate through the complex world of licensing with a savvy that can only come with almost two decades of experience with the top companies in the world. PUBLISHING: Laurie Schacht is CEO of Adventure Publishing, publisher of magazines servicing the toy and licensing industries since 1983, including The Toy Book and The Licensing Book, along with two newsletters, The Toy Report and Total Licensing Report. She is the co-publisher of the Toy Insider, and the founder of The Big Toy Book events and online community. Schacht is an active contributor to a wide number of parenting blogs and a contributing toy editor at Woman’s Day. She is also seen and quoted in major broadcast and media outlets such as NBC’s Today Show, ABC World News, The Wall St Journal, Yahoo! Finance, and Fox News.
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What’s Treena’s Treehouse
T
omy debuts its Treena and Friends brand to girls in the U.S. The Treena line helps girls discover friendship through storytelling. The Treena and Friends Treehouse Playset expands into a deluxe party treehouse with three levels of play space for Treena and other collectible figures. A lever moves figures between floors at the party, and the set includes furniture for the treehouse, a swing, and a slide. The line comprises more than 20 expression-changing, collectible figures; themed mini play sets that include a figure and accessories; and larger play sets that feature one-touch expansion.
Kids’ Cake Pop Set
C
ake Pops by Bakerella, a New York Times bestseller published by Chronicle Books, pops off the pages and into the toy aisle with a line of licensed products from SRM Entertainment. With the Cake Pops by Bakerella Ultimate Cake Pop Set, young bakers crumble a cake, mix the cake crumbs with frosting, and form it into custom shapes using the molds in the set. The line will also include the Super Cake Pop Set and the Marvelous Mold Expansion Set.
Under the Sea
W
averly and the Magic Seashells, from The Bridge Direct, is a small doll line that combines the fun of collecting seashells with the magical world of mermaids. Inside each seashell is a special pearl that holds the secrets of Waverly and her mermaid friends. The Magic Seashell Playset opens up to reveal Waverly’s home and a magic pearl reader that unlocks each pearl’s unique secrets. There are more than 50 different secrets to be revealed, including lights, sounds, and spoken secrets from Waverly and her friends.
New
Swap and Collect
M
oose Toys releases its new girls’ collectible StikaLulu line, based on friendship and fashion themes. Stika-Lulu Sticker Swap Cards combine premium stickers in seven different finishes, with a collectible card showing a small piece of one of four puzzle scenes. The Stika-Lulu line is available in four distinct styles, including street and pop art, Japanese, and modern gothic. Each Sticker Swap Card comes with a web code that girls can use to access their own virtual Lulu apartment, build their online collection, and play games.
Take a Drive Around Sonix City
A
s kids drive vehicles around Wild Planet’s Sonix City play sets, they trigger different noises and voices unique to the vehicle. The rescue set’s police car and fire truck activate squealing tires, sirens, alarms, and emergency calls. Sonix City’s 3-D interactive play sets include rescue, raceway, construction, and airport themes. Each play set comes with two vehicles, features more than 100 sound effects, and can combine with other Sonix City play sets to form one giant city. Sonix City Rescue Play Set
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THE TOY BOOK • 71
Industry Marketplace
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The Toy Book Volume 28, Number 2 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Publishing Group, Inc.® Editorial and advertising offices are located at 307 Seventh Ave., Room 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2012 Adventure Publishing Group, Inc.® 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 U.S.A. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Publishing Group, Inc.® Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: The Toy Book, c/o Adventure Publishing Group, PO Box 47703 Plymouth, MN 55447. 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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• THE TOY BOOK
MARCH/APRIL 2012
Industry Marketplace STATEMENT OF OWNERSHIP, MANAGEMENT, AND CIRCULATION: REQUIRED BY 39 U.S.C.TITLE OF PUBLICATION:THE LICENSING BOOK. PUBLICATION NO. 750-050. FREQUENCY OF ISSUE: QUARTERLY. NUMBER OF ISSUES PUBLISHED ANNUALLY: 4. ANNUAL SUBSCRIPTION PRICE: $48. COMPLETE MAILING ADDRESS OF THE HEADQUARTERS OF GENERAL BUSINESS OFFICES OF THE PUBLISHER: 307 TH AVE, SUITE 1601, NEW YORK, NY 10001. FULL NAMES AND COMPLETE MAILING ADDRESSES OF PUBLISHER AND EDITOR: PUBLISHER, JONATHAN SAMET, 307 TH AVE, SUITE 1601, NEW YORK, NY 10001; EDITOR IN CHIEF, JACKIE BREYER, 307 TH AVE, SUITE 1601, NEW YORK, NY 10001. OWNER: ADVENTURE PUBLISHING GROUP, INC., 307 TH AVE, SUITE 1601, NEW YORK, NY 10001. EXTENT AND NATURE
OF
CIRCULATION:
Avg. No. Copies Each Issue During Preceding 12 Months (6 issues)
Actual No. Copies Single Issue Published Nearest to Filing Date
8,946
8,625
6,973
6,842
15
18
Total Paid and/or Requested Circulation 1. Outside Counrty Nonrequested Copies 2. Nonrequested copies Distributed Outside the Mail (include Pickup Stands,Tradeshows, Showroom, and other sources)
6,988
6,860
496
486
1,000
750
Total Nonrequested Distribution
1,496
1,236
Total Distribution
8,484
8,096
Total No. Copies Ligitimate Paid and/or requested Distribution 1. Outside Counrty Paid/ Request Mail Subscription 2. Sales Through Dealer and Carriers, Street Vendors, Counter Sales, and other Paid or Requested Distribution outside USPA
Copies Not Distributed Total Percent Paid and/or Requested
462
529
8,946
8,625
82%
85%
Advertiser Index
ABC Kids Expo .........................................................................................................................................................................................................................76 Adventure Publishing Group .....................................................................................................................................................................................................21 ASTRA ......................................................................................................................................................................................................................................S5 Brainstorm Products ....................................................................................................................................................................................................................9 Carrera........................................................................................................................................................................................................................................43 Cloud B ......................................................................................................................................................................................................................................51 DEMDACO .............................................................................................................................................................................................................................4, 5 Dub Garage Toys .......................................................................................................................................................................................................................35 Douglas Company ...................................................................................................................................................................................................................S10 Folkmanis ..................................................................................................................................................................................................................................S7 Forum Publishing.......................................................................................................................................................................................................................72 Greenguard Environmental........................................................................................................................................................................................................S2 Interactive Toy Concepts ...........................................................................................................................................................................................................41 Jonny Hawkins Cartoons ...........................................................................................................................................................................................................72 Jupiter Creations ........................................................................................................................................................................................................................15 Kids Preferred ............................................................................................................................................................................................................................49 Maisto ......................................................................................................................................................................................................................................1, 2 Megahobby Wholesale ..............................................................................................................................................................................................................72 Monkeez and Friends ................................................................................................................................................................................................................S9 NKOK......................................................................................................................................................................................................................................6, 7 NPD ...........................................................................................................................................................................................................................................25 Ollie’s Bargain Outlet ................................................................................................................................................................................................................72 Pacific Play Tents.......................................................................................................................................................................................................................11 R&R Games.............................................................................................................................................................................................................................S11 Silverlit Toy ...............................................................................................................................................................................................................................37 Toy Industry Association ...........................................................................................................................................................................................................75 UL-STR......................................................................................................................................................................................................................................29 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 OR OMISSIONS.
MARCH/APRIL 2012
THE TOY BOOK •
73
Flashback: March/April 1992 2.
1.
1. TCA Group’s Playgroup “Fun
Cam” Video Camera comes complete with a working shutter, bright light, special effects lenses, color filters, and a built-in kaleidoscope. 2. The Kenya doll from Tyco has features familiar to African-American girls with realistic facial features and distinct skin tones. 3. Tyco introduces the California Roller Baby doll with specially designed in-line skates, allowing the doll to glide on most surfaces. 4. The Cabbage Patch Kids’ Splash ’n Tan Kids doll from Hasbro measures 14 inches and appears to tan in the sun.
3.
4.
Wal-Mart Posts Record Earnings for the Year
T
he nearly 2,000-store chain announced its 1991 net income rose 25 percent to $1.61 billion, from $1.29 billion in 1990. Sales for the year rose 35 percent to $1.61 billion, from $1.29 billion the year before. The company also announced it had opened 148 new stores, and closed one, over the course of the year.
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