Vol. 29, No. 2
ew N s ’ t Wha sh u l P n i
R/Cs Take Flight Companies Focus on FeatureLaden, High-Quality R/Cs
page 20
It’s
Apparent
page 30
Appcessories Are Here to Stay Increasing numbers of kids are getting their hands on smartphones and tablets and the toy industry is capitalizing on this trend with appcessories, or physical toys that work with an app on a smartphone or tablet. Though these toys typically build on classic play patterns, appcessories are beginning to emerge as a distinct product category. Manufacturers are learning how to maximize play value with appcessories, and retailers are learning how to market these new-age tech toys to consumers.
page 39
Take Your Store From Ordinary to Extraordinary
page S3
page 47
E-Fairness: It’s a Business Issue
page S12
March/April 2013
table of contents Published by Adventure Publishing Group, Inc.®
March/April 2013 Departments
Volume 29, Number 2 www.toybook.com
Features
Editor’s Viewpoint
Top Toy Trends for 2013
Page 6
Page 14
Stat Shot Page 8
P UBLISHER Jonathan Samet jsamet@adventurepub.com
R/Cs Take Flight Companies focus on featureladen, high-quality R/Cs Page 20
TIA Perspectives
Plush with a Purpose
Page 10
Page 30
Decoding Augmented Reality Page 36
Property Profile: Monsters University Page 18
International Toy Industry
E DITORIAL A SSISTANT Ali Mierzejewski amierzejewski@adventurepub.com
Page 39
Tips for Toy Inventors Page 61
What’s New Page 67
Spielwarenmesse International Toy Fair 2013 Shines in Nuremberg
Raising the Bar
Page 62
Page 68
Talking Social Media Page 70
Industry Marketplace Page 72
Flashback: March 1993 Page 74
Specialty Toys & Gifts: Page 47
Plush Showcase AS TRA’ Page S4 sI s Page nsigh w S2 e ts S3 N ge What’s New Pa
Page S10
: E-Faiirnneessss Issue It’s a BuPsage S12
Christine Duhaime cduhaime@adventurepub.com Sierra McCleary-Harris smcclearyharris@adventurepub.com
It’s Apparent: Appcessories are here to stay—and there’s something for everyone.
Page 64
A SSOCIATE E DITOR Loren Moreno lmoreno@adventurepub.com A SSISTANT E DITORS Marissa DiBartolo mdibartolo@adventurepub.com
Industry Update Page 12
E DITOR IN C HIEF Jackie Breyer jbreyer@adventurepub.com
nter e C a i d Me age S14 P
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 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
Member, International Toy Magazine Association
viewpoint
Edi tor’s
Technology Takeover:
Responding to the Demand for Tech Toys
T
echnology is taking over the toy industry. Yes, I’m well aware of the fantastic selection of specialty, non-electronic products available, not to mention the booming building sets category, but coming out of American International Toy Fair, there was a definite sense that finding a way to appeal to today’s tech-savvy, gadgethungry kid is important to the bottom line and to the relevance of the toy industry at large. As you’ll see in this issue, the R/C category is one that continues to gain attention by adding new technology at affordable price points. R/C is a good example of a category where unnecessary technology was added “because we can,” and is now finding its way to technology that makes sense. As you’ll read in the article on page 20, companies that had been adding smartphone controls to their R/C lines during the past two years are now finding that if it doesn’t enhance the play value, adding this technology doesn’t make sense and the product won’t sell. Interactive Toy Concepts is one of the companies that figured this out, and currently offers iDevice-controlled R/Cs with purposeful functionality. Appcessories—products that work with smartphones and tablets—have expanded across consumer products categories and have really exploded onto the toy scene. Retailers believe the category is here to stay, but like any other toy category, there will be winners and losers. In this issue we chat with retailers to get their take on appcessories, examine what’s working and what’s not, and offer you a taste of this year’s introductions. Turn to page 39 to check it out. Another term heard over and over again at Toy Fair was “augmented reality.” This relatively new area of technology is infiltrating the toy industry, offering kids the opportunity to play with toys that are more than initially meets the eye.
6 • THE TOY BOOK
Jackie Breyer editor in chief
These products offer added play value, such as interactive video content, when paired with a smartphone or tablet. See page 36 to learn more. When you’ve had enough of reading about high-tech gadgets, flip over to page 30 (and page S4 in the Specialty Toys & Gifts section) to find out what’s happening in the plush category. While feature plush does incorporate sounds and action, there are plenty of new introductions of the soft, cuddly variety to remind us of simpler times. ■
“It’s not just a flying toy—it’s a stealth glucose meter.” ©2013 Jonny Hawkins
MARCH/APRIL 2013
S TAT S HOT TOP 10 FAMILY E NTERTAINMENT & CASUAL GAMES TITLES R ANKED BY T OTAL U.S. U NIT S , F EBRUARY 2013 RANK
TITLE
1
JUST DANCE 4
3
THE HIP HOP DANCE EXPERIENCE
5
JUST DANCE: DISNEY PARTY
2
4
ANGRY BIRDS TRILOGY
WIPEOUT 3
6
PLANTS VS. ZOMBIES
8
WIPEOUT: THE GAME
7 9
10
Building Sets and Dolls Trends Go Global
SCRIBBLENAUTS UNLIMITED MARIO PARTY 9 JUST DANCE 3
Source: The NPD Group/Retail Tracking Service
RANK
TOP FOUR R/C TOYS OF 2012 TITLE
1
AIR HOGS HELI CAGE, SPIN MASTER
3
HOT WHEELS TERRAIN TWISTER VEHICLE, MATTEL
2 4
AIR HOGS HAVOC HELI ASST., SPIN MASTER
AIR HOGS HANOVER ASSAULT, SPIN MASTER
Source: The NPD Group/Retail Tracking Service
Source: The NPD Group/Retail Tracking Service
RANK
FURBY COOL COLORS ASST., HASBRO
3
THOMAS STEAM ’N SPEED, FISHER-PRICE
2 4 5
FURBY HOT COLOR ASST., HASBRO
LAUGH & LEARN APPTIVITY CASE, FISHER-PRICE
NERF LAZER TAG SINGLE BLASTER PACK, HASBRO
Source: The NPD Group/Retail Tracking Service
TITLE
TOP FIVE P LUSH OF 2012
1
DREAM LITES RAINBOW UNICORN/DOG, CJ PRODUCTS
3
MY PILLOW PETS ASST., CJ PRODUCTS
2 4 5
8 • THE TOY BOOK
TITLE
1
RANK
Air Hogs Heli Cage, from Spin Master
TOP FIVE APP TOYS OF 2012
BOUNCY MY HAPPY-TO-SEE-ME PUP, HASBRO EASTER ASST., DAN-DEE IMPORTS
DOODLE BEAR ASST., FISHER-PRICE
Source: The NPD Group/Retail Tracking Service
MARCH/APRIL 2013
European Market Update An Uneventful 2012 for the European Plush Market he plush market was worth €449 million last year, down 14 percent, according to NPD EuroToys’ consumer panel covering the UK, Germany, and France. This is one of the smallest categories in the toy market with less than 5 percent of total toy sales. Last year was quite an uneventful year after a peak of €556 million—following the Zhu Zhu Pets craze—was recorded in 2010. The UK remains the largest market by far, almost double the size of Germany. The 2012 decline can be explained by falling female recipients’ sales (-19 percent), while male sales were flat. Sales for recipients ages 13 and up suffered the most (-25 perent), but overall, all age groups recorded a decline, except for kids under age 3. This performance can be linked to the overall toy market performance in the largest markets in Europe, whereby sales for teens were flat and sales for adults were strongly down. The three largest countries in Europe are all affected by an economic downturn, even if not necessarily to the same extent. In these kinds of circumstances, parents and gifters tend to protect kids’ budgets as much as they can and tend to cut spending on themselves. In addition to that, fewer launches were recorded last year, which could have boosted the category. Licensed sales helped sustain the market with sales only down 3 percent, but the unlicensed business declined by 18 percent. Winnie the Pooh is still the largest license, but with a small share in a very fragmented market where there is no clear leader. The best performance, however, was recorded by Mickey & Friends, which is now in a good position to overtake the market leader this year. There is definitely room to grow the plush market in Europe with a real point of difference, either through a license—from preschool to tween—or a brand with added value to justify a higher price point against the mass of private label items being offered. Zhu Zhu Pets managed to grow the category and become the market leader in 2010 thanks to consumer demand, with two thirds of sales requested by the recipient. This was an unusual trend in the plush category where the average stands between 45 percent and 50 percent of sales being requested by the recipient. ■
T
—Frédérique Tutt, industry analyst, NPD EuroToys
MARCH/APRIL 2013
TOP 10 BEST-SELLING P LUSH OF 2012 RANK
TITLE
UK
1
PILLOW PETS, MOOKIE TOYS
3
ANIMAGIC GO WALKIES ASST., VIVID IMAGINATIONS
2 4 5 6 7 8 9
10
IN THE NIGHT GARDEN TALKING PLUSH, HASBRO
FURREAL FRIENDS BOUNCY PUP, TIGER ELECTRONICS OLYMPIC WENLOCK, GOLDEN BEAR LARGE INKOO ASST., FLAIR
MASTER MOVES MICKEY, FISHER-PRICE
OLYMPICS UNION JACK WENLOCK, GOLDEN BEAR SHNOOKS ASST., CHARACTER OPTIONS OLYMPIC MANDEVILLE, GOLDEN BEAR
Source: EuroToys Retail Tracking Service
TOP 10 BEST-SELLING P LUSH OF 2012 RANK
TITLE
G ERM ANY
1
MY SWEET BABY PONY, HASBRO
3
ANIMAGIC GO WALKIES ASST., VIVID IMAGINATIONS
2 4 5 6 7 8 9
10
FURREAL FRIENDS GOGO RUNNING DOG, HASBRO KIKANINCHEN PLUSH, SIMBA
TOFFEE THE PONY, GIOCHI PREZIOSI
FURREAL FRIENDS LULU CAT, HASBRO CHI CHI LOVE SHOW STAR, SIMBA CHI CHI LOVE PARIS II, SIMBA
FURREAL FRIENDS BOUNCY DOG, HASBRO
FURREAL FRIENDS RUNNING KITTEN, HASBRO
Source: EuroToys Retail Tracking Service
THE TOY BOOK • 9
perspectives
Toy Industry Association
PlayCon to Unveil New Market Research, Crucial Insights into the “Power of Play” by Kristin Morency, communications specialist, Toy Industry Association
T
optimize their financial and operating budgets, and a report on “Toy & Game Decision Making in the U.S.” presented by The Family Room. “PlayCon’s holistic program will deliver relevant, insightful, and, perhaps most importantly, useable data to help businesses grow,” explains Marian Bossard, vice president of meetings and events at TIA. “For example, NPD’s industry insights can be used to develop successful marketing strategies, guide new business development, understand consumer behavior and customer satisfaction, and enhance sales performance.” Building on the success of last year’s event, this year’s PlayCon will feature a roster of toy industry thought-leaders and luminaries to speak on topics such as sourcing, international expansion, licensing, retail strategies, and consumer insights. “Each presentation throughout the three-day conference will include unconventional tips and tools to thrive in an industry that is constantly evolving,” says Bossard. In addition, social activities and networking meals will give attendees a chance to mingle with old friends and rub elbows with important new contacts in a casual atmosphere designed to promote interaction, participation, and engagement. Bob Wann, CEO at Patch Products and PlayCon CommitThe registration fee provides partee Chair, delivers remarks at last year’s PlayCon.
oy industry stakeholders in search of new ideas, inspiring discussions, and new research will gather in Scottsdale, Ariz. from May 6 to 8 to attend PlayCon, the Toy Industry Association’s (TIA) International Conference of Play Professionals. An important part of TIA’s Knowledge Network, PlayCon will unveil exciting new market research, including The NPD Group’s latest findings on domestic and international toy industry sales. Two proprietary research studies commissioned by TIA will also be revealed to conference-goers: the results of TIA’s Financial and Operating Benchmark Study, which will help business owners
10 • THE TOY BOOK
Save the Date! May 14–15: TIA will hold its Third Annual California Toy Day in Sacramento, Calif. Open to both TIA members and nonmembers, the event will connect toy industry stakeholders with state lawmakers to discuss key industry issues. Visit www.ToyAssociation.org/CaliforniaToyday for more information. June 23–24: TIA’s second annual ToyDesignCon will take place at The Strong in Rochester, N.Y. ToyDesignCon will deliver playful, interactive, and informative workshops, seminars, and fun. Visit www.ToyAssociation.org/ToyDesignCon for more information.
ticipants with access to all of PlayCon’s sessions, including major retailer keynote presentations and case studies by industry giants. The event’s opening night dinner on May 6; breakfast, lunch, and a cocktail reception on May 7; and breakfast on May 8 are also included in the ticket price. PlayCon will return to its original location at the Hyatt Regency Scottsdale Resort and Spa at Gainey Ranch. Registration is now open at ToyAssociation.org/PlayCon. Questions about the event may be directed to TIA’s Kimberly Carcone, senior director of trade show and event marketing via email at kcarcone@toyassociation.org or by phone at (646) 520-4869. ■
MARCH/APRIL 2013
update
I nd u s tr y
CPSC REVISES THIRD-PARTY TESTING, CERTIFICATION REQUIREMENTS
Fun Fact Everyone’s favorite charactertopped candy dispenser had a very different beginning. The original PEZ were small peppermint tablets created in Austria in 1927 for adults as an alternative to smoking. No fruit flavors, no dispenser, just something else to do in order to kick the habit. In fact, PEZ is derived from letters from the German word for peppermint: pfefferminz. It wasn’t until 1948 that the dispenser was created—even then, they weren’t novelties. When PEZ came to the U.S. in 1952, it didn’t sell well. In order to increase sales, the company exchanged the peppermint tablets for fruit-flavored candy and added cartoon characters to the top of the dispensers, making PEZ the well-loved, treat-andtoy combination it is today.
The Consumer Product Safety Commission (CPSC) will soon require toy manufacturers to obtain third-party testing from CPSC-accredited labs to demonstrate compliance with Standard Consumer Safety Specification for Toy Safety (ASTM F963-11), the Toy Industry Association (TIA) has reported. The changes will take place on June 10. While compliance with the F963-11 standard has been mandatory since June of last year, there has been no requirement for third-party testing to the revised standard. The CPSC will accept certifications to ASTM F963-11 based on third-party testing conducted prior to the effective date, provided that the products were tested on or after February 22 of last year and the products were tested at a thirdparty testing facility accredited to test to ASTM F963-11 on or after May 24 of last year and before June 10 this year. The rule also makes several changes to the testing and certification requirements, two of which are of importance to the toy industry. The final rule expands the allowed uses of XRF and HD-XRF technology for the testing of lead content by third-party testing labs to include glass materials, crystals, and some metals. It also expands the definition of “firewalled lab” to encompass more types of laboratories. For more information, visit the TIA website.
NATIONAL CASA ASSOCIATION, TOY INDUSTRY FOUNDATION LAUNCH PARTNERSHIP The National Court Appointed Special Advocates (CASA) Association and the Toy Industry Foundation (TIF) have partnered at the national level to provide toys and increase the number of trained CASA volunteers to benefit children in the foster care system. TIF has provided national CASA and regional CASA programs with $200,000 to support their advocacy efforts and will donate more than 25,000 toys this year. The launch of this partnership took place at TIF’s Play Your Part volunteer event on April 5 in Los Angeles. National CASA, a network of 946 community-based programs that recruit, train, and support citizen-volunteers to advocate for the best interests of abused and neglected children in courtrooms and communities, will work with CASA programs across the country to identify and distribute the donated toys to children in the foster care system.
Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Book’s Toy Report. Send an email request 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.
12 • THE TOY BOOK
MARCH/APRIL 2013
BUILD-A-BEAR WORKSHOP, AURORA PARTNER WITH HASBRO FOR MY LITTLE PONY PLUSH Build-A-Bear Workshop brings the My Little Pony brand to store shelves with a collection of characters under license from Hasbro Inc. As of April 1, Pinkie Pie and Rainbow Dash are available at Build-A-Bear Workshop stores throughout North America and online at Buildabear.com. The first make-your-own My Little Pony plush allows customers to customize the characters. Aurora World Inc. signed a licensing agreement with Hasbro, Inc. to launch a line of soft and sparkly My Little Pony plush. Twelve small ponies each with a personalized carrying bag and six soft plush ponies highlight the line. My Little Pony plush will be available for purchase in both the U.S. and Canada.
MATTEL’S UNO GAME TO BECOME TELEVISION GAME SHOW Mattel and The Gurin Co. have partnered to create UNO: The Game Show, a fast-paced, high-stakes show based on the classic card game. UNO: The Game Show transforms the popular card game into a game show in which players match colors, numbers, and wits for a shot at a cash prize. The format will be available as a half-hour daily game show with a $100,000 jackpot and an hour-long primetime version in which players compete for $1 million. The Gurin Co. has secured worldwide TV rights to the game show and will distribute the format for the first time at MIPTV in Cannes, France. UNO: The Game Show was created by Caleb Nelson and Tim Sheridan and developed for TV by Phil Gurin. It will be produced by The Gurin Co. in association with Mattel Inc.
TOYBOOK.COM INTRODUCES NEW COMMENTARY SECTION The staff of The Toy Book is full of opinions—sometimes we’re a little too opinionated—so we’ve decided to write commentary pieces that will be featured every weekday afternoon on toybook.com. Topics will include product reviews, trend observations, commentary on industry news, editor’s top picks, or just about anything that tickles us in a special way. We want to get the conversation started, so feel free to contribute your opinions and thoughts in the comment section of our posts. As always, if you’d like to see a news nugget or cool trend covered in our blog, feel free to tweet at us (@toybook). Or, if you’re old school, our email addresses can be found on page 4.
MARCH/APRIL 2013
Top Toy Trends for 2013
by Reyne Rice, toy trend analyst and trend spotter
D
igital devices have changed the way we play and communicate with one another and within our connected world. Most children today have tapped, touched, swiped, or zoomed with smartphones or tablets, often on a daily basis. The toy industry is taking advantage of this trend with the introduction of innovative new tech toys. In addition to these toys, many classic play patterns are still on top for this year.
Toys 3.0: The Next Generation at
P lay
Toys 3.0 are new toy and game products featuring new technology innovations. There are tablets designed specifically for children that engage them in learning and reward them with entertainment options. They provide ways for toddlers, children, tweens, and teens to stay connected to the people in their lives by creating and sharing stories and projects using digital tools. Other toys Key Players and games intro-RoboMe, WowWee (pictured) duce technology -Augmented Reality Puzzles, with experimenRavensburger tation and -Codigo Cubes, 4 Clowns hands-on learn-Barbie Digital Makeover ing with robotics, Mirror, Mattel augmented real-Verzis, Identity Games ity, hybrid crossplatform worlds, and new ways to
14 • THE TOY BOOK
engage in storytelling. Some toys and kids’ websites feature rich content that implements game-based learning. They offer rewards, leader board recognition, and other incentives for motivating and challenging kids. Other, simpler games merely engage us in idle moments between activities. In addition to new tech toys, there are a variety of other new products and toy trends that engage, inspire, and delight kids of all ages.
P layTelligence : Whiz Kids at
P l ay
The PlayTelligence trend investigates hands-on exploration and discovery products that engage kids in active play and pique their curiosity with inquisitive primary research. From preschoolers to teens, the products in this segment promote the new emphasis on Science, Technology, Engineering, Art, and Math (STEAM). PlayTelligence toys make these concepts come alive with hands-on experimentation. They reveal science hypotheses and engineering models using physical materials that encourage kids to experiment with physics, gravity, and even robotics. Kids learn by using trial-and-error and cause-and-effect with goal-oriented challenges. These products stimulate kids’ brains to creatively use critical thinking and problem solving techniques. The PlayTelligence theme also expands to cover social and emotional intelligence, sports and body fitness, and skills including cooperation and how to become responsible and engaged global citizens.
MARCH/APRIL 2013
hand at arts and crafts or through various projects that reflect skill-building, children learn critical skills and begin to build self-esteem. Some kids focus on imaginative storytelling and role-playing by donning costumes, tools, and tiaras to re-enact scenes from their favorite movies. From toddlers to teens, kids want to have freedom of expression, and this trend helps them celebrate their individuality.
Key Players
-Science X kits, Ravensburger -Star Wars Science Mustafar Volcano Lab, Uncle Milton -Angry Birds Space Game, Hasbro -Mindstorms EV3, Lego
Creative Lifestyle : Trendsetters at
P lay
The creative lifestyle trend focuses on identifying toy and game products that encourage personalization and creative expression. This may involve crafting an imaginative story or creating a distinct, customized physical product. It could also include designing jewelry or other personal, wearable art or even creating room décor. Some kids may play with wooden materials to build their own foosball table, or tinker with architectural design and construct towers, buildings, and creatures from bricks, blocks, gears, or other structural materials. By trying their
Key Players
-Rory’s StoryCubes, Ceaco/
Gamewright -Red ToolBox Foosball Table, Reeves -Blingles Jewelry Pack, Moose Toys -Read ’n Build Play Sets, Lego -Extraordinaires Design Studio, The Creativity Hub
MARCH/APRIL 2013
Friiendly Toys ys:: Nature at Eco-Fr
P lay
Eco-friendly toys continue to be a hot topic, with retailers and consumers carving out budgets for products that promote eco-consciousness and respect for our natural resources. Wooden Key Players and fabric toys and games -National Geographic Explorer range, made from recycled mateUncle Milton rials or re-forested wood; -Discovery Set Round and Round, dolls and plush conHaba (pictured) structed from organic, -Quadrilla Marble Run wooden sets, non-allergenic, or natural Hape fabrics; and items colored -Baby blanket cuddle toys, with soy inks are all inKäthe Kruse cluded in this range of products. Some manufacturers go one step further and ensure sustainable practices and the use of post-consumer waste and recycled packaging materials in their production. Other manufacturers focus on products that educate children about what they can do to take small steps toward protecting and preserving the environment.
Baby Basics: Fundamentals at
P lay
A lot of focus is placed on the youngest consumers since infants, toddlers, and preschoolers go through a range of developmental stages in the first few critical years of life and learning. These stages occur at different times for different children, and often this fundamental learning
THE TOY BOOK • 15
can’t wait until the next gift-giving situation. Especially in the first year of life, children evolve rather quickly from simply grasping toys and mobiles through developmental stages where they sit up, crawl, and walk. Toys and games that focus on hand-eye coordination and mastering larger motor skills are especially important since children learn through movement, repetition, and trialand-error. Interacting with parents, siblings, caregivers, and the surrounding world allows them to engage all of their senses and undergo their first learning experiences. From shape-stacking and color-matching Key Players to learning numbers, -Tobbles stacking shapes, letters, language, and Fat Brain Toys literacy skills, the ages -Lego Duplo Read ’n Build Sets, Lego from birth to 5 are of -Tots Art Start line, Alex Toys critical importance. -Roll ’n Learn Activity Suitcase, Toys and games are VTech their tools for developing these primary skills.
Construction Craze : Bricks and Brains at
P lay
The building and construction category has been growing in double digits year over year. In fact, Lego, with its latest annual report and independent investor analysis, is regarded as the largest single toy manufacturer in the world—even bigger than multi-faceted Mattel. However, Lego is now facing renewed competition from multiple manufacturers, in a world where it once claimed more than 85 percent of the entire U.S. construction category. The construction category has embraced girls in the past year with the Lego Friends line leading the way. This year will bring a wave of new competition in this area, including new products from Mega Bloks, Playmobil, and Cra-Z-Art’s Lite Brix.
16 • THE TOY BOOK
Research has shown that kids learn the basics of math and science from playing with building bricks. In addition to the basics, new research has revealed that kids generally role play with the products as they are building and they talk aloud about their new structures and inKey Players teractions whether -Lego Friends line, Lego they are building -Mega Bloks Barbie line, Mega Brands individually or in a -Playmobil City, Playmobil -Candy Lites, Lite Brix collaborative way. There is also a sense of satisfaction and self-esteem associated with completing a brickbuilding project. Hands-on projects also gain points with parents who want their kids to spend time away from the computer and engaged in imaginative and role-play scenarios. Left-brain construction combines with right-brain activities, such as language-building, when kids play with these toys. Overall, the theme for this year is to allow kids to experiment and try new things. The more varied and diverse the activities a child engages in at these early stages of life, the better suited they are to develop the skills and tools necessary to prepare them for interacting in their future world as adults. ■
Reyne Rice is an industry professional with 30 years of experience in marketing, researching, and analyzing the toy industry and youth marketplace. She advises clients and broadcast and print media on the hottest trends in toys, games, technology, entertainment, and licensing as it affects the youth marketplace.
MARCH/APRIL 2013
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• Holiday Gift Guide in the November issue
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profile
P roper ty
Licensor: Disney Consumer Products
U.S. Release: June 21 Making the Monsters Interactive “Given the trajectory of Monsters, Inc. and the overall track record of Disney Pixar films, we set out to develop a robust Monsters University product collection that spans across licensing, Disney Store, Disney Interactive, and Disney Publishing. The Monsters University toy line leverages technology, innovation, and creativity to take play to a whole new level and allow for more interactive play than ever before.” —Josh Silverman executive vice president of global licensing, Disney Consumer Products
What to Expect...
Ever since college-bound Mike Wazowski (voiced by Billy Crystal) was a little monster, he has dreamed of becoming a Scarer—and he knows better than anyone that the best Scarers come from Monsters University (MU). But during his first semester at MU, Mike’s plans are derailed when he crosses paths with hotshot James P. Sullivan, “Sulley” (voiced by John Goodman), a natural-born Scarer. The pair’s out-of-control competitive spirit gets them both kicked out of the university’s elite Scare Program. To make matters worse, they realize they will have to work together, along with an odd bunch of misfit monsters, if they ever hope to make things right. A prequel to the 2001 film, Monsters, Inc., Disney Pixar’s Monsters University is directed by Dan Scanlon, produced by Kori Rae, and features music from award-winning composer Randy Newman. The film opens in U.S. theaters on June 21, and will be shown in Disney Digital 3D in select theaters.
Cardinal The Monsters University Super 3D Puzzle, from Cardinal, features Sulley, Mike Wazowski, and their misfit friends from the film. The puzzle has 48 pieces and measures 18 inches by 12 inches when completed. Innovative 3D technology gives the puzzle a unique depth and richness. Also available is the Monsters University Go Foil Bag.
Disney Interactive Disney Infinity is a new gaming platform that combines Disney’s popular franchises with interactive figures that come to life in video games. With the Monsters U Disney Infinity Play Set, users can place figures of Mike and Sulley onto the Infinity Base and transport them into the virtual game world of Monsters University.
Just Play Mike, Sulley, and friends are ready to come home with the medium plush and smaller Beans plush versions of the Monsters University characters from Just Play LLC. The soft, cuddly characters are ready for learning and exploring and are designed for kids ages 3 and up.
Spin Master Kids can roll, pop, and scare with the RollA-Scare Monsters Assortment, from Spin Master. Each Roll-A-Scare figure is uniquely stylized and has a surprise pop-up activation. Inside each pack kids will discover a student ID card that springs the monster open. With 12 characters to collect in total, kids ages 3 and up can recreate their favorite scenes from Monsters University. Kids can also kick playtime up a notch with the Roll-A-Scare Toxic Race Playset. Kids can play solo or with a friend by racing two Roll-A-Scare characters down the track. Watch out for Sea Urchins, or they’ll stop the character right in its tracks. The first player to cross the finish line and watch the character spring open wins the Scare Games. Each Roll-A-Scare Playset comes with an exclusive Sulley figure. Also from Spin Master are the My Scare Pal Sulley plush, Scare Off Sulley plush, and the Sulley Monster Mask.
MARCH/APRIL 2013
Fisher-Price The Imaginext University Row Playset, from Fisher-Price, brings home the fun and excitement of chasing Archie the scare pig through the quad. The set comes with electronics featuring character voices, Archie’s sounds, and two figure disks. The first disk on the bottom floor spins the floor so kids can have the monsters chase Archie in circles. The second disk activates a catapult to throw Archie across the set, through a trap door, and into his cage.
THE TOY BOOK • 19
R/Cs Take Flight Companies focus on feature-laden, high-quality R/Cs
by Ali Mierzejewski
A
t the American International Toy Fair in February, it seemed more and more of the new R/Cs weren’t roaming the floors, but soaring above. Radio-controlled vehicles are jumping on a new trend: flight. Though ground vehicles still hold a majority of the industry, advancing technology and the trend toward hobby-grade products are bringing more R/C flight vehicles to toy store shelves. Shawn Chance, director of marketing for Air Hogs, Spin Master’s R/C brand, says the biggest trend he’s seeing in the market are quad copters, such as Air Hogs’ Helix X4 Quad Copter, which Chance says is the company’s most technologically advanced flying vehicle. “This is a trend that has been picking up speed in the hobby market for a little while,” he says, “but it’s really started breaking through into the mainstream recently.” Chance isn’t the only one who has noticed. Rick Berman, director of international licensing and marketing at Maisto, says that he is seeing more feature-laden products than ever. “There seems to be a movement in the toy R/C area to give the vehicles more properties than would typically be found in hobby-grade products,” he says. The struggle in this advancing R/C industry seems to be how to deal with the app-based trend that is evident across the toy industry. Most R/C companies are trying to figure out how to adapt this app technology into their own products. While app control gives consumers another way to play or control their R/C, the R/C industry’s target demographics don’t have a unanimous preference on how they like to drive. “The biggest difference between using a smartphone or an app-control with an R/C versus using a controller,” says Chance, “is that some people still prefer to have that actual tactile feedback that you can feel in your hands when you’ve pressed the button, such as when you’ve reached the limit of turning left or right.” But some companies are seeing that the challenge to incorporate apps goes beyond substituting a smartphone for a controller. According to Ian Chisholm, director of marketing and licensing at Interactive Toy Concepts, when everyone
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“
Air Hogs’ Helix X4 Quad Copter, from Spin Master
There seems to be a movement in the toy R/C area to give the vehicles more properties than would typically be found in hobby-grade products.” —Rick Berman, Maisto
jumped on the app trend two years ago, it didn’t work for R/C. “One lesson I think that most people learned was that if you’re really not adding value to the play, then it’s not worth it,” Chisholm says. Interactive Toy Concepts has a line called Wi-Spi, in which the app is integral to the play, which Chisholm says works because of the added play value. Kids can actually record live video with the vehicles’ cameras. While the vehicle is flying through the air, video streams onto the tablet. “That’s the fun. You need to have that or else you’re just flying a helicopter with a tablet, which we’ve learned is not that exciting,” says Chisholm. Another issue with app control is that in past years the toy itself became simply an added feature, and kids didn’t need the R/C in order to play with the app. Scott Goldberg, Silverlit’s
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spokesperson, says that recently the physical toy is becoming more integral to the app across product lines. “They have more play value, more fun, are more engaging, and are more worth the investment than they were in the past,” he says. To find success, the app and the R/C toy must work together instead of existing as separate entities. While it may be a challenge to strike this balance, Goldberg adds that it is important to take advantage of the fact that a lot of kids have access to smart devices. “To continue to make products relevant to kids, the adaption of using iDevices is the way of the future to some degree,” he says. He finds the real trend for toy companies is not so much finding breakthrough technology, but in taking traditional play and making it more current to kids today. Since the R/C category’s innovation is usually based on current military technologies, advancing technologies in this industry go beyond just an app-based controller. “We are seeing more and more feature-laden products,” says Maisto’s Berman. “More lights, more sounds, just a lot more of everything.” He adds that he sees a movement in the R/C industry to give the toys properties that are typically found in hobbygrade products. One of Maisto’s new products, the Twist ’n Shoot, easily transforms from vehicle mode to robot mode with the push of a button. The market looks promising for these high-quality R/C products. “What I have noticed is that retailers, especially a lot of traditional toy retailers, are opening their eyes to expensive, or higher price point helicopters,” says Chisholm. With retailers paying more attention to $99, $129, and even $139 price points, the days of the kiosk helicopter are over for most people, and consumers are finding more of these higher grade R/Cs on toy store shelves. Twist ’n Shoot, from Maisto “Very few people will buy
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Helisphere, from Interactive Toy Concepts
To continue to make products relevant to kids, the adaption of using iDevices is the way of the future to some degree.” —Scott Goldberg, Silverlit
just one helicopter or R/C toy in their life,” says Chisholm. “It’s a progression: you start with something small, you grow. We found that even a few years ago, when everyone was blaming the tough economy, people were still willing to spend for quality.” This is not to say that price isn’t a factor when it comes to consumers making an R/C purchase. To find success, companies must focus on keeping their price points down, while maintaining a standard of innovation. Chance says that Spin Master’s greatest challenge is “finding a way to make all the cool technology out there affordable enough so that we can put it into a great toy that the average person can afford.” The question they find themselves asking is how to take militarygrade technology and turn it into a toy priced at $25. The R/C category is one that finds itself advancing in many ways, whether it is integrating apps successfully or creating toy-grade vehicles that fly. With retailers and consumers accepting higher price points and manufacturers shipping out hobby-grade, quality products, the category is growing and expanding in new ways. Even with these innovations, the basic play purpose of R/C toys remains simple, allowing them to adapt to the trends over time. ■
THE TOY BOOK • 21
R/C
Jakks Pacific takes Fly Wheels to a new, high-tech level with R/C Fly Wheels. Featuring two motors that control each wheel separately, R/C Fly Wheels are built to withstand rugged terrain and perform amazing stunts.
Interactive Toy Concepts introduces the HeliQuad H4, a four-channel R/C flight helicopter with a gyro stabilizer, which reduces side-to-side rolling. This R/C chopper features a 2.4 GHz transmission and six directions of flight. Interactive Toy Concepts also introduces the Helisphere for indoor and outdoor flights. This R/C is designed for uninterrupted flying and feaHeliQuad H4 tures three-channel flight control. The caged design allows for unstoppable flights. The Helisphere charges directly from the controller.
The Air Hogs Dropstrike, from Spin Master, features a fusion of ground and air R/C technology, enabling kids to drive, fly, rapid fire, and eject using the allnew chassis release system. The ejectable wheelbase is deployable at the push of a button. Upon disconnecting, the Dropstrike takes on aggressive flight characteristics, enabling evasive aerial maneuvers. With two adjustable missile bays, the Dropstrike delivers pre-vision firing in both ground and air modes. This R/C is designed for ages 8 and up.
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Moto TC Monster and Moto TC Racer, from Griffin Technology, use an iPhone, an iPod touch, or an iPad as the steering wheel to drive, create routes, and wreak havoc. Both vehicles feature touch controls on iOS devices powered by apps that offer multiple driving modes. Kids can create, record, and re-play custom routes so that they or another driver can easily repeat a favorite route. These vehicles are designed for kids ages 14 and up.
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The Twist ’n Shoot, from Maisto, changes from a car to a robot and is the latest addition to the Street Troopers line. Robot mode is twist-activated on the controller. The six-unit cannon fires in both car and robot mode. This 14-inch vehicle includes ultra futuristic styling and a tri-channel transmitter. With four-wheel independent suspension, the Sand Runner is a high-speed, off-road vehicle that can venture into rough terrain. This R/C features blade-style front tires and paddle-style rear tires. The tri-channel transmitter feature allows three people to play at the same time using their own Maisto R/C vehicles. This vehicle is 14 inches long.
The Illumivor line of glowing R/C creatures, from Skyrocket Toys, includes the Illumivor Mecha-Shark, which features animated chomping teeth and a smooth moving tail that makes it appear to swim swiftly across the floor. The new Illumivor Mecha-Pede has four independent body segments, 24 animated legs, blinking LED eyes, and synchronized light effects that mimic the creepy-crawly movements of a real millipede. These R/C creatures are suitable for kids ages 6 and up.
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The Batman Q Steer, from Tomy International, is a fully-functional micro vehicle controlled by infrared technology. With turbo boost and its ability to go forward, reverse, left, and right, children will have hours of fun. This vehicle is for ages 8 and up.
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The Large R/C Mario Kart Wii line, from Goldie International, features Donkey Kong, Toad, and Luigi, allowing kids to take the controls of a real Mario Kart and experience all the kart racing fun from Mario Kart Wii in their own living rooms. Kids can race the new large 1:8-scale Donkey Kong in his matching brown and orange-colored race kart and controller. Or race with Toad in his large 1:8-scale matching red, white, and blue race kart and controller. Not to be left behind is Luigi in his large matching green and whitecolored race kart and controller. Each comes with a 9.6 volt battery charger and 9 volt battery for the controller. These R/C vehicles are designed for kids ages 8 and up.
Robosapien X, from WowWee, is an update to WowWee’s humanoid robot. At 14 inches tall and designed by a NASA scientist, he’s fast moving, fully functioning, and comes to life using either the included controller or via an iOS or Android device with the new IR dongle. For kids ages 6 and up, the Robosapien X features real multi-speed, fast, and dynamic walking, running, and turning. The app features path tracing, advanced features, and multiple program modes.
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Daron Worldwide Trading will release the Super R/C Stunt Car with lights and five different sounds. It features forward and backward functionality plus front-spinning wheels. The R/C Space Shuttle is 7 inches long and features flashing lights, realistic sounds, 360-degree turning ability, and authentic forward take-off action.
The Mercedes Benz SLS AMG, from Silverlit, is an interactive, Bluetooth-controlled R/C that features a high-tech twist on the joystick R/C controller. Players can utilize any iDevice to control speed and steering with tilts and turns. The luxury sports car also doubles as a high-tech speaker system with music streaming directly from the iTunes library and booming through the remote-activated gullwing doors. The app is free to download with purchase. This car is recommended for ages 8 and up.
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Swann launches the latest addition to its helicopter line with the Sky Duel twin indoor helicopters that allow users to shoot infrared beams at their opponents. They feature whizzing sounds and flashing lights when missiles are fired. After three hits are registered, the opponent falls from the sky. The Sky Duel helicopters are built for indoor flying and will withstand impacts and crashes. The helicopters are easy to control and are equipped with Swann’s EasyFly Gyro Technology. The trim controller is equipped with a laser fire button and can be operated with little to no practice, making it easy for anyone to fly like a pro.
The Burnout Bike R/C, from Toy State, features a “burnout” drive feature, allowing kids to burn some serious rubber. Burnout Bike R/C is a licensed Kawasaki Ninja ZX-10R motorcycle sporting a realistic bike engine, sounds, and driving with a unique fishtail action as the bike takes off. This item also features two ways to play—push button or full-function R/C.
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The Scooby Doo Wheelie Mystery Machine, from NKOK, sports a new Rat Fink style. Kids can press a button and watch the engine rumble into action before zooming off and popping a wheelie. This R/C features a rumbling engine block, light-up exhaust pipes, a raked front end, and working headlights. Sonic All-Star Racing is brought to life with the redesigned Sonic Speed Star. This full-function R/C vehicle features working headlights and a sleek new look.
The new FlyLine R/C Planes, from FlyLine, are only a fraction of the size of the original planes and require a much smaller indoor flight area. They are still capable of the same stunts, racing, and combat. FlyLine’s new models include all of the fun, performance, and speed of the originals with enhanced durability, more collectibility, and a more compact design. The patented Round the Pole system is unique to FlyLine, which makes it easy to learn for beginner pilots and challenging to master for advanced aviators.
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Desk Pets International (HK) Ltd. launches BattleTank, a palm-sized robotic tank that is fully controllable through both Apple and Android mobile devices. Equipped with a variety of play modes, sounds, and maneuvers, BattleTank has a personality all its own. In free-roaming mode, the BattleTank takes the helm, acting under its own direction and sounding off with engine-revving noises. Players can also take control of the BattleTank to chase down an autonomous drone tank or fire at enemy tanks and even other Desk Pets. Each successive hit from an opponent slows down tanks, making it a greater battle to beat challengers. A built-in battery and USB flip down charger minimize battery costs and ensure hours of play.
From the Carrera R/C 2.4 GHz Servo Tronic product line comes the Turnator. In contrast to conventional full-function control systems, Carrera R/C’s Servo Tronic technology enables R/C drivers to enjoy multistep steering and smooth driving functionality. The Turnator is a 360-degree, flip-over acrobat R/C with differential controls that enable it to complete amazing driving maneuvers and perform tricks. Two separate axles allow the Turnator to flip over on command.
After success in the UK, Wow! Stuff introduces the Attacknid, a sixlegged battling machine, to the U.S. market. Standing 10 inches tall, the Attacknid robot moves with realistic spider-like motions and features a 360-degree rotating Battle Head for ultra-maneuverability and control. Each Attacknid comes with Bolt ’n Battle Combat Armor that explodes off on impact. Its interchangeable blasters fire up to 30 feet and can be raised or lowered for accuracy. The weapons system range includes three different rapid repeat blasters, which clip on and off in seconds: Dissector Discs, Snyper Darts, and Destroyer Spheres. In Battle Mode, the Attacknid’s Battle Brain becomes active. When the Battle Brain target receives three direct hits, the robot will shut down, eliminating the Attacknid from the battle. Attacknids are controlled from an easy-to-use wireless R/C handset using 2.4Ghz chip technology, which allows thousands of robots to battle at any one time or multiple Attacknids to be controlled from a single handset. This R/C is appropriate for kids ages 6 and up.
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THE TOY BOOK • 29
Plush with a Purpose
by Christine Duhaime
A
mong all sorts of seasonal, trendy, state-of-the-art, and ever-evolving tech toys, plush remains a steadfast classic that never goes out of style in toy shops worldwide. While the category may seem basic, limited, and even downright boring, plush is far from drab. Feature plush, complex fabrics, licensed items, large-scale animals, décor pieces, and whimsical, sculptural creations are just a few of the iterations of the traditional stuffed toy that come to mind. Additionally, some manufacturers are incorporating a broader purpose into their products, going beyond the physical toy and into charitable causes, lifestyle messages, and eco-conscious buying. When deciding which plush items to stock, Brent Taylor, owner of Brilliant Sky Toys, considers a variety of factors. Quality, price, and brand equity are critical points, as is whether he personally likes the product. “Plush is a remarkably consistent category. While it is not our top category by any means, it seems impervious to the ups and downs of the business cycle,” says Taylor. Today’s plush market encompasses nearly every type of species imaginable, including roadrunners (Douglas), wooly
Monkeez Knit Plush characters, from Monkeez Makes a Difference
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licensed characters, from Plushland
mammoths (Aurora), and licensed NHL and NBA Hello Kitty and Domo (Plushland). The standby basics, however, are the best sellers. “There are the occasional fads in plush, but over time we do best with realistic plush such as bears, cats, and dogs, says Taylor. “Sure, we sell the occasional plush armadillo, but the teddy bear still reigns supreme.” Taking plush to the next level, Monkeez Makes a Difference inspires kids to lead healthy lifestyles, reach out to others, and become involved in their communities. Monkeez Makes a Difference manufactures colorful plush in collaboration with the Genuine Monkeez and Friends brand, and donates 10 percent of the wholesale cost of each toy to one of three charities. Kids redeem the activation code, found on the toy’s hangtag, on the Monkeez and Friends website, where they can select which charity they want to support. To date, Monkeez Makes a Difference has donated more than $67,000. Monkeez also offers Do Good Trading Cards, which challenge children to complete tasks such as collecting items for a local animal shelter, exercising for a week, and including another child in a recess game. Once the task is complete, the child can redeem the card’s code online, where they have access to game incentives. Plush comes in all shapes, sizes, and forms, and now in an array of purposes, too. Whether purchasing a plush toy for a newborn’s crib, to encourage a child’s healthy lifestyle, or to support sustainable manufacturing, there is something for everyone in plush. ■
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Plush Seat Pets, from Jay at Play, easily attach to the shoulder restraint of a child’s seatbelt, providing a soft cushion for their neck, a pillow for their head, and lots of storage room for snacks, games, and electronic devices, transforming tiresome car rides into fun adventures. Seat Pets include three pockets and a zippered compartment for storage. Seat Pets are 22 inches long, so they provide fullbody coverage to prevent dangling heads and red marks on necks while kids sit or sleep in the back seat. They are also machine-washable. Jay at Play introduces seven new Seat Pets this year: Bentley the Dog, Mercedes the Cat, Love Bug the Ladybug, Lincoln the Lion, Malibu the Monkey, Yukon the Cow, and Edsel the Monster. Seat Pets are suitable for kids ages 3 and up.
Planet Sock Monkey is a soft doll line from Patch Products that explores self-expression through a variety of bold characters: Ima Bananerd, a self-confident, clumsy science nerd; Long Sock Silver, a dramatic pirate; Star Harmonkey, a stylish singer; M.O.N.K., a loud-mouth, rough-around-the-edges rapper; Magenta Beetsch, a punk band drummer and tattoo artist; and Eaton Dedd, a hungry zombie. Each 10-inch knit sock monkey comes clothed in a signature style and features unique accessories, and is suitable for kids ages 8 and up. M.O.N.K.
Pillow Pets, from CJ Products, expands with Glow Pets—Pillow Pets folding plush that glows in the dark. Press the button to turn Glow Pet from a daytime companion to a nighttime friend. For sleep, press the timer and it will turn off in 20 minutes. The LED lights never get hot, making it safe for bedtime. The Glow Pets line Glow Pets Glow Turtle features seven different styles and is suitable for kids ages 3 and up. Also from CJ Products are Pillow Pets Dream Lites, which combine Pillow Pets with a starry night sky to light up kids’ world as they drift off to sleep.
Cuddle Barn brings Mother Goose to life with the plush Mother Goose doll. She recites five popular nursery rhymes when her wings are pressed, including “Jack and Jill,” “Hickory Dickory Dock,” “Little Bo Peep,” “Humpty Dumpty,” and “Twinkle, Twinkle, Little Star.” Mother Goose is recommended for kids ages 3 and up.
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Plush The 8-inch DJ Box Plush Om Nom, from Round 5, has large headphones and real Cut the Rope soundtrack songs. Kids can put Om Nom anywhere and get their groove on. Also new from Round 5 is the 5-inch Pose-N-Play, which lets kids pose Om Nom’s face in a variety of wacky facial expressions, and the 6-inch Reversible Plush Om Nom, which comes in three styles that kids can turn inside-out.
Fans of Crusher, the character from the Skylanders Giants video game, will enjoy oversized, action-packed plush from Just Play. Slam Crusher’s hammer down to hear fun sound effects and phrases like “It’s Crush Hour!” and see his eyes light up, just like in the game. Power Slam Crusher is suitable for children ages 4 and up.
Mistletoe Pugster, new from Demdaco, sings and dances to “Mistletoe,” by Justin Bieber. At 9 inches tall, Mistletoe Pugster is ideal for kids and tweens. Demdaco also introduces Mellow Fellows Alligator, a floppy plush friend that is 13 inches long and features an intricate texture and a fresh color palette. Mellow Fellows are also available in Hippo, Elephant, and Monkey varieties.
8-inch DJ Box Plush Om Nom
Mistletoe Pugster
Cuddles, My Giggly Monkey, from Hasbro’s FurReal Friends line, is lifelike and engaging, for kids ages 4 and up. Cuddles has more than 100 responses from silly to sweet, and offers a range of interactive emotions. Cuddles responds to play patterns, such as feeding, diaper changing, cuddling, tickling, swinging, and rocking to sleep, and reacts in a new, surprising way each time. When she first awakens, Cuddles opens her eyes and makes sweet noises. She recognizes when the child is near, leaning in to snuggle. Feed her from her banana-shaped bottle and Cuddles makes slurping noises. After a snack, it’s playtime. Swing Cuddles and she responds with laughter and silly monkey sounds. Tickle her tummy to make her burst into a fit of giggles. At bedtime, Cuddles knows it’s time to sleep when she is rocked. She starts to snooze and slowly closes her eyes. Cuddles comes with a bottle, a pink bow, and a removable diaper.
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Kids can collect all eight of the 5-inch plush Zombie Pets, from Bulls I Toy. Then, they can watch them come to life in the Land of Arcadia within the Zombie Pets app. Recognition codes allow all kids to play games and do activities with their pets and help them save the town of Arcadia from an army of evil minions. As the town grows, so does the cast of Zombie Pets characters, which includes Rooney Hoppenstein, Baxter Werewoof, Mittens von Scratchula, Diego Vorheeez, Buttercup Caponey, Nigel Hitchsquawk, Squeaker Bates, and Sheldon Dragon.
Little artists can switch it up with the latest addition to the Inkoos line of draw-wash-redo activity plush. Switcheroo Inkoos transform from one adorable look to another by flipping their hoodie. Kids can decorate their Switcheroo with the included washable markers, glitter pens, and gems, and then wash it off to switch to a new design. Switcheroo Inkoos are for kids ages 4 and up.
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The Frilly Spots Sassy Pet Sak, new from Douglas, is a 7inch combination of a toy and a stylish accessory. Leopard spots and pink ruffles hold a small white poodle that is removable. Frilly Spots Sassy Pet Sak is suitable for kids ages 2 and up.
New from Fiesta, Chica is a favorite character from PBS Kids’ Sprout. Soft, cuddly, and fun, Chica helps prepare children for the day ahead with stories and fun environments on Sprout’s Sunnyside Up show. Chica is for kids ages 3 and up.
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Decoding Augmented Reality by Sierra McCleary-Harris
A
ugmented reality (AR) toys, games, and mobile apps—which were trending at this year’s American International Toy Fair—are currently experiencing a boom. Manufacturers across multiple industries seem to be kicking their AR initiatives into overdrive, and with good reason. According to a 2012 study from U.K. research firm Juniper Research, more than 2.5 billion AR apps are expected to be downloaded to smartphones and tablets annually by 2017, with games accounting for the largest share of downloads.
Households Play Catch-Up Augmented reality technology has been around for quite some time; however, it is just trickling into the toy industry. Despite its popularity, many people still find themselves asking, “What is augmented reality?” and trying to draw parallels to virtual reality. Evelyn Mazzocco, Mattel’s senior vice president of Global Brands Creative—Girls & American Girl Design, puts it simply: “Augmented reality involves layering digital images and experiences within the context of a real life environment. Virtual reality incorporates the user into a completely digital experience.” According to Damon Lau, president of Round 5, it has taken a few years for the retail and consumer landscapes to catch up to the technology’s capabilities. “Initially, when the technology was introduced, its applications hadn’t really been explored. When you look at something like toys, the toy industry had to recognize that the technology was applicable to children and to mass consumers,” he says. As more and more households obtain iPads, smartphones, and other tablets, consumers are seeing augmented reality translated into mass. According to Mazzocco, “AR currently provides enhanced engagement that we can not only deReversible Om Nom Plush-Sad
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liver to our target consumer in an age-appropriate manner, but also at an affordable price point.”
Not Reinventing the Wheel While some manuDisney Princess Ultimate Dream Castle facturers are creating AR toys that stand alone, many others are simply adding AR apps and capabilities to core toys. “Our new Barbie Digital Makeover Mirror builds upon the basic makeup play pattern, but gives girls the opportunity to create thousands of different looks,” says Mazzocco. “The amount of creation that is possible within the app naturally extends the life of the toy and promotes repeat play and a reason for girls to want to come back and play again and again.” Round 5 sees AR as a way to achieve a crossover between an app and a toy to create different, engaging experiences outside of what consumers can see on a device. “When you depend on people to have devices to use a toy, you’re creating barriers to entry for that play pattern. We’re trying to design a core toy, but with an added value factor. We’re using AR to do that,” says Lau.
Merchandising the New Kid on the Block As manufacturers ramp up rollouts, retailers still seem to be testing the waters when it comes to the best way to merchandise AR toys. While they are excited to create these new, multi-tiered experiences for consumers, it is still something that is hard to do in the toy aisle. For the most part, according to Lau, AR toys can be found all throughout toy stores, finding homes everywhere from the boys aisle to the electronics aisle. Even online, there still isn’t a clear home for AR offerings. Searching for “augmented reality toys” on Walmart or Target’s websites, for example, yields more how-to literature than toys, leaving consumers to fend for themselves in terms of discovering what’s out there. ■
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Tech 4 Kids is reinventing the drawing board with Creative Magic. With new app-enhanced play, kids can bring their Magna Color designs to life using the Magna Color app and Magna Color Magic App Stencils, which enable kids to render their designs in 3-D. Using a smartphone or tablet, kids scan the completed stencil and see the creation come to life and jump off the screen.
Round 5’s new Cut the Rope line combines plush and augmented reality into one fun, interactive Om Nom. Using an augmented reality app, kids can pose Om Nom in a variety of wacky facial expressions, recreate his faces from the mobile app, or use their imaginations and make up their own. The plush line includes 5- and 6-inch plush, as well as an 8-inch DJ Box Plush featuring large headphones and real Cut the Rope songs. Users can access interactive 3D content after downloading Om Nom: Candy Toss by using their smartphone camera to scan the tag. In the game, players will earn points and achievements by strategically tossing virtual candy to feed a 3-D version of Om Nom. Once in the game, kids can then use their finger to aim and toss candy toward Om Nom, controlling the direction, speed, and duration of each flick.
Hasbro’s Lazer Tag system combines the power, precision, and excitement of live-action blaster battles with the high-action, strategic, augmented reality gameplay of traditional video games. Players download the free Lazer Tag app to their iPhone or iPod Touch device, connect their device to their Lazer Tag blaster, and find themselves immersed in a world where video games and real life connect. Each Lazer Tag blaster equipped with a smart device has a virtual firing range of more than 250 feet and contains a Heads Up Display, which allows players to keep track of their gear and remaining power, while also providing a view of the augmented reality targets and enemies in the area. A virtual leaderboard keeps track of each player’s profile and, with every successful mission, players will gain in-game access to upgradeable attacks, missions, and gear. Available this fall, the Lazer Tag Blasters are made for kids ages 8 and up.
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Augmented Reality
Ravensburger adds two new puzzles to its augmented reality line of 1,000-piece puzzles for kids ages 10 and up. In Colorful Activity at Times Square, puzzlers complete the puzzle in the traditional way. Then, via the free iPhone and iPad app, they use the camera function of their handheld device to activate a 360-degree view of New York. Puzzlers can also project their own picture and message onto one of the billboards that they then can forward to friends. When the AR app is applied to Satellite World Map, puzzlers unlock a quiz about the world’s continents with more than 100 interactive questions and several game variations—plus a bonus political world map for further fact-finding fun.
Ready… Aim… Zap… and Cardinal’s new Augmented Reality Puzzles come to life, each offering kids a different experience. A 24-piece Minnie Mouse puzzle, a 48-piece Spider-Man puzzle, and a 100-piece Monster High puzzle are available. Kids download the Zap app, put together the puzzle, and scan the Zap code to unlock augmented reality features. Kids can take self-portraits with Minnie’s ears, star in their own puzzles, and play exclusive games.
Young fashionistas can enjoy a fabulous, makeup-free makeover with the Barbie Digital Makeover Mirror, from Mattel. Transform an iPad into a digital mirror by sliding it into the vanity frame. Girls can then look into the “mirror” and select options such as eye shadow, lipstick, color, and glitter. They use the included applicator to apply virtual makeup to the live image on the iPad screen. Facial tracking technology keeps the digital makeup in place as the user moves, just like they’re really wearing it. Kids can make a digital scrapbook of their favorite makeover looks. The Barbie Digital Makeover Mirror is made for kids ages 6 and up. The Disney Princess Ultimate Dream Castle is more enchanting than ever, featuring fairytale-themed rooms for all girls’ favorite princesses—including a bedroom for Rapunzel and a spiraling hair “elevator” for her and her princess friends to go up and down. The castle comes to life with the Disney Magic Mirror app. When girls scan the castle’s defined labels with an iOS device they unlock and trigger activities in each princess’s room and around the outside of the castle. The Dream Castle is made for kids ages 3 and up.
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a p p a ren t
I t ’s
Appcessories are here to stay—and there’s something for everyone by Marissa DiBartolo
A
s technology continues to advance, so do today’s children. Put an iPhone in the hands of a child as young as 18 months old and watch as he or she touches the LCD screen with tiny fingers waiting for something to happen. Smartphones, tablets, and MP3 players are not just for adults anymore—kids are finding entertainment and play value within these items as well. The toy industry is capitalizing on this trend with appcessories, or physical toys that work with an app on a smartphone or tablet. Though appcessories may not replace a child’s security blanket or beloved stuffed animal, they will certainly be taking up some space in the toy box.
Elements for Success More than just kid-friendly cases or covers for smartphones and tablets, appcessories are more technologically advanced than ever, and those that do more are expected to see more retail success. Richard Yanofsky, president of WowWee, believes that only the toys that are necessary in enhancing the corresponding app will be successful. “I think that there needs to be a reason for the toy to exist in a symbiotic relationship with the app. If there is redundancy around that, consumers are bright and pick up on that really quickly. It’s the question of, ‘what do I need the toy to play with the app for?’ If that can’t be answered in a clear way, then as a manufacturer you need to reexamine the viability of the toy,” says Yanofsky. Yvonne Lapota, vice president of marketing for Fisher-
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Price, says that adding the technology of a smart device to a toy allows for more play value. “The iPad platform is important because we’re able to create incredible storytelling content that would have otherArtSee Studio, from WowWee wise been impossible to achieve through a toy. It’s the integration of the toy with the device that is really magical,” she says. WowWee’s new app toys for this year demonstrate both of these ideas. The ArtSee Studio allows kids ages 3 and up to create beyond the boundaries of traditional art while protecting an iPad. The interactive stamps make patterns, animations, music, and special effects. The included stylus can be used as a pencil, crayon, marker, or paintbrush, and when turned on its side it can make textures and visual effects. The interactive visual and audio components of the ArtSee Studio are not possible when playing with traditional coloring books, paint-by-numbers, and similar activity toys. With the addition of the tablet, kids can turn a single stylus into a multi-functional tool, allowing them to engage in multiple activities with one toy.
THE TOY BOOK • 39
combination of toy and technology should make this a high-demand category.” Class ic Play to th e Ma x Troy Peterson, vice president and divisional merchandising manager of Hundreds of app-based toys were Toys “R” Us, says appcessories on display at the American Internabased on creative play and active tional Toy Fair in February, with play do well for the mass retail products covering a wide range of chain. Items including the Crayplay patterns including creative Crayola ColorStudio HD, from Griffin Technology and Crayola ola Color Studio HD, which inplay, outdoor and active play, cludes a digital stylus for use plush, and robotics. But with the addition of app, tablet, and smartphone technology, these with an iPad and allows kids to add music to their creative classic play patterns are being taken to a whole new level. masterpieces, and the Nerf Lazer Tag Blaster, which lets “It’s all basically the same play patterns but the digital driv- kids keep track of their takedown count and special weapon ers are making the pay-offs to the consumer a lot more en- count with the addition of an iPhone or iPod Touch, are big sellers at Toys “R” Us stores. This fusion of classic play patriched,” says Yanofsky. Fisher-Price has expanded its Apptivity line with more terns with new-age technology is appealing to both parents than 10 new skus for this year. Some products, including and kids, according to Peterson. “I think that the tangible the Little People Apptivity Barnyard, fuse classic toys with experience with the digital world is a little bit more creative app technology to enhance play. The Little People brand has and so the kids and the parents both enjoy the combinabeen around for more than 50 years, but with the integra- tion,” he says. However, Happi Olsen, sales and marketing manager at tion of the iPad and a free app, kids can explore a virtual barnyard, garden, farmer’s market stand, field, and inside Minnesota-based specialty retailer Creative Kidstuff, does the barn, allowing them to play and learn with animated not believe there will be a complete appcessories takeover content and music. An app-free version, Little People Fun as far as specialty retailers are concerned. “I think this will Sounds Farm, is available for consumers looking to keep be a small part of our inventory, at least our in-store inthings iPad-free as well, which some still are. “I think app ventory. Our sweet spot for people shopping at our stores toys will become part of most children’s toy boxes,” says are shopping for kids ages 2 to 5. The kind of toys that they Lapota. “While I don’t envision are looking for are going to be the good old-fashioned play these toys replacing traditional patterns that they want their kids to experience. Any sort of toys, the incredible expe- appcessories are more of a little bit of frosting on our tried rience offered by the and true product assortments,” she says.
Furthermore, the toy relies on the components of the iPad and the app for functionality, making it a true appcessory.
Retailers Rea ct
Little People Apptivity Barnyard, from Fisher-Price
40 • THE TOY BOOK
More than just a passing trend, app-based toys are emerging into a distinct product category. At Target stores, app-based toys are separated into their own section in the toy aisles. Toys “R” Us also merchandises its appcessory offerings separately from other products in a section near the tablets. Though there is a lot to choose from, some specialty retailers, including Creative Kidstuff, are approaching these
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Duo Plink, from Discovery Bay Games
toys with caution. “We do a lot of investigation,” says Olsen. “We want to make sure that we are well informed and that we’re bringing things in that align properly with our brand.” Creative Kidstuff carries appcessories including Duo Pop and Duo Plink, from Discovery Bay Games, which, according to Olsen, did well for the retailer this past holiday season. Toys “R” Us has become a destination spot for kidfriendly tablets in the past few years. With its appcessories merchandised in close proximity to its tablet assortment, the retailer has seen great success with its app toy offerings. “We’ve seen this category develop over the last couple of years and we are continuing to support the category as well as expand our tablet assortment as we move forward,” says Peterson. However, not all products are a complete success, he says, and Toys “R” Us consistently revises its app toy selection based on consumer interest and demand.
stration helps them. If you show them what it does through a commercial, it immediately connects with them. Sometimes it’s harder to see that when just looking at the packaging,” says Peterson.
Selling Appcessories
What’s Ahead
A relatively new product category, appcessories can be difficult to explain or understand based on packaging. Parents, the ultimate decision-makers on which toys will end up in a household, need to be sold on these toys just as much as kids do. And with high-tech products like appcessories, this can prove to be difficult. “It’s incumbent for the toy industry to get a little bit more experiential in how they merchandise toys and to figure out ways in which originality and innovation are able to be told to the consumer,” says Yanofsky. Toys “R” Us seems to have the answer. The retailer has added in-store TV monitors that customers can use to select different app-based products and watch a mini commercial about what these products do. This helps enhance the in-store experience while helping to explain how immersive these toys are. “For some products, the customers need a little bit more explanation and the visual demon-
Appcessories have gone from few and far between to flooding the toy market since their debut. The category has seen a massive amount of growth in just a few years, and industry insiders believe that appcessories have a long life ahead of them. “The paradigm of the toy industry has been disrupted by the digital world and apps, but I think in that disruption there is lots and lots of opportunity,” says Yanofsky, “these are eras that are here to stay and are never going to go away.” With such a large amount of growth in so little time, and though some have seen more success than others, Olsen agrees that this category is on the rise. “I think that appcessories have just really gotten started… the progress that was made in the past year on how sophisticated these products can be and what they can do, it was a huge shift. So if that’s what one year has done, I feel like there’s more of that to come,” she says. ■
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Appcessories on display at a Toys “R” Us store, complete with a TV monitor that consumers can use to learn more about the features of each product.
THE TOY BOOK • 41
a p p cessories The Apptivity Gym, from Fisher-Price, is a playful gym that houses an iPhone or an iPod touch to customize unique interactivity for babies as young as newborns. Adults can choose from two unique Fisher-Price apps (available from the App Store on iTunes) that interact with the gym toys, or play existing content from their iDevice, such as music, family photo slide shows, or videos. When the iDevice is removed, baby is left with a large playful mirror overhead. Additionally, the gym includes four linkable toys: lion with clackers, roller ball penguin, frog with colorful beads, and paddle wheel bird. For added play, there are two additional fun bat-at toys attached to the two front legs. Rubberized feet provide added stability and a convenient folding feature allows the gym to fold completely flat for easy storage and portability.
Kids can sing in purr-fect harmony with Vivitar’s Hello Kitty iSing Karaoke Machine. The iSing includes an iPhone/iPad docking station, and is compatible with most tablets and smartphones, including Kindle Fire, Samsung Galaxy, and Android tablets. A handheld microphone is included and dual microphone inputs give users the option to share the fun with a duet. The karaoke machine includes the Karaoke Anywhere app with a 30,000 song library.
42 • THE TOY BOOK
Users can enhance their iDevices this fall with Monster Roklienz, from Silverlit. Kids can set the stage for concerts, costumes, and locations, all while rocking out with a blend of customizable music. When the 3-inch-tall, collectible, electronic, music-making Monster Roklienz figures meet their digital counterparts in the Monster Roklienz app, kids get a 4-D experience as the figures play real music in tune with the virtual band. Users are in control of the music, the stage, and even the wardrobe. These monster figures work both with and without iDevices. When kids press the button on the figure, an inaudible signal is sent to the iDevice unlocking content within the corresponding app including new songs, sets, costumes, band members, and game power-ups. The Monster Roklienz figures are light-controlled via two photocells. A photocell on the top senses gestures such as hand waves, while a photocell on the bottom receives signals from the iDevice when placed on the “Rok Spot.” In standalone figure play, the photocell on the bottom senses when the figure is picked up or put down on a flat, level surface. Monster Roklienz are recommended for children ages 5 and up.
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a p p cessories The Appy Alphabet, from Kidz Delight, will help kids ages 2 and up learn the alphabet and phonics. The realistically-styled keyboard is bilingual in English and Spanish and features two modes of play. In standalone mode, kids can choose from five games that help them learn letter names, letter sounds, and first words. In app mode, the handle can be unplugged and converted into a stand for a smart device, including most tablets and smartphones. Once the smart device is inserted, kids can press any key on the keyboard and watch animations appear on the screen while learning about educational facts and spelling.
Kids can turn a phone into a cuddly critter with Ubooly. Insert an iPhone or iPod touch and watch Ubooly come to life. This smart toy grows with the user and includes free monthly updates delivered automatically over Wi-Fi. Ubooly includes more than 150 games and activities, a cuddly exterior, and is made for kids ages 4 and up.
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A fusion of personality and technology, RoboMe, from WowWee, is a completely customizable robotic buddy that uses the power of an iPhone or an iPod touch. Not just a personality bot, RoboMe is also packed with advanced technology, such as voice command recognition, remote video control, and facial tracking. RoboMe is for children ages 6 and up.
iBuku Pets, from Arbor Cube, are huggable, protective toys that help keep parents relaxed, iDevices intact, and kids entertained. Easy for clumsy little hands to hold, the simple design features ergonomic sculpting and is ultralight-weight. iBuku Pets feature a neat inner pocket that purposefully integrates charging while enhancing sound for on-the-go fun. The free iBuku Pets app brings the protective case to life with games to keep kids entertained. iBuku Pets work with other apps in addition to their own. Using an iBuku Pet also gives parents an environmentally friendly way to reuse a recently replaced smartphone as they work with WiFi and do not require a service activation. This year, Arbor Cube will expand the iBuku Pets line to support all generations of the iPad.
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Codigo Cube, from 4 Clowns, is a family trivia game that users can easily play on-the-go. Users can roll the six-sided Codigo Cube, each side featuring a different colored QR code. Using the free Codigo app, players can use the camera on an iOS or Android smartphone to scan the QR code and answer the trivia question that appears on the screen. Each color corresponds to a different category, including general knowledge, entertainment, science, history, geography, and sports. The app features three modes of game play, and Codigo Cube can be played with up to 100 players at a time. There are multiple difficulty levels, which are customizable for each individual player, so younger kids can play with adults with ease. In addition, the app tracks which questions players answer correctly and indicates whose turn it is.
With the LightMarker, from Griffin and Crayola, kids can embark on a magical, creative experience. The glowing marker-shaped pen combined with a multi-activity app brings playtime, coloring, and painting to the iPad. Kids can draw in the air and the LightMarker’s movement is detected and interpreted by the iPad’s front-facing camera to magically showcase art and drawings on the screen. The LightMarker app includes multiple activities, such as dot-to-dot, paint splatter, coloring pages, puzzles, hide ’n seek, and free draw.
By adding app-enhanced gameplay features, Tek Recon, from Tech 4 Kids, takes the blaster category to the next level. Tek Recon Blasters include the Hammer Head and the Havok, both featuring high-performance rapid-fire blasting (rubber rounds) with real recoil kickback. The Hammer Head can hold 25 reusable, mess-free rubber rounds, while the Havok holds 90. Each blaster has a long blasting distance with modifiable blasting modes and fast-trigger blasting with quick clip reload. The optional smartphone-enhanced features include reality/digital convergence (RDC) to capture real-world actions through the lens of an iPhone 4, 4S, 5, iPod touch, or select Android devices; heads-up display (HUD) with customizable vision modes, sound effects, and scopes for enhanced scouting of targets and objectives; GPS to track the movement of teammates and opponents through Tek Recon Radar; downloadable upgrades and links to a global social community where screen captures can be shared, personal stats can be tracked, and team leader boards can be populated; a flashlight for night vision, surveillance video, and camera; and inter-team walkie-talkie features. Tek Recon includes three modes of gameplay for kids ages 8 and up. In Isolation mode, kids play individually in a tagging battle where the last person standing is the winner. In Team Supremacy mode, one team must eliminate the opposing team through tactical maneuvers and tagging. In Intel Recovery mode, a team reconnaissance mission, teams must locate and scan all flags before the opposing team.
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THE TOY BOOK • 45
a p p cessories Robbi, part of the iLearn ’n Play line from AppStart Learning, will provide children with fun and educational content. Users can slip an iPhone or iPod touch securely into Robbi’s faceplate and watch as he comes to life. The intelligent learning apps use Bluetooth technology to connect the iPod touch or iPhone to Robbi. The apps ask children to use the 10 chunky numbers in Robbi’s tummy to learn beginning numbers, counting, addition and subtraction, colors, shapes, and greater-than and less-than numbers. Each Robbi unit comes with a free app called Numberbots. This fun learning app helps young children learn about numbers and counting. The Numberbots app encourages children to engage with simple math learning based on Early Years Foundation Stage objectives, such as number recognition and adding sums. Robbi is suitable for children ages 3 and up.
Apptivators, from William Mark Corp., are tabletbased robotic toys. Bringing tablet games to life, the robots interact with the player and the corresponding games by responding to their virtual environment with real-life actions. Chompsters are pet monsters that need help filling their bellies. Users can download the free gaming app to navigate puzzles and challenging scenarios. Watch the monster chomp and chew on his favorite foods, but watch out for poisonous bugs and other hazards that might make him lose his head and jump off the screen. Robot Rundown is a fast-paced racing game that will challenge users’ driving skills as they dodge enemy robots and jump over deadly obstacles. When the car is placed on the screen, the rocket boosters fire up and the car revs to life. Users must drive the car as far as possible while completing top-secret missions and picking up power-ups along the way. Users must react fast or the car will get blown to bits in the game and jump off the screen in real life.
Chompsters
Romo, from Romotive, is a smartphone-enabled robot kids can train. Romo comes to life when an iDevice is plugged into the rover base. Designed for kids ages 8 and up, Romo can be controlled, trained, and programmed. Romo zips along at a maximum speed of 3 feet per second, he can be tilted 15 degrees forward or up to 45 degrees back, and kids can charge Romo’s battery pack anywhere using the included custom mini USB cable. Romo’s software is updated every month, so there is always something new he can do. Romo responds to human reactions, can be driven using an iDevice, and captures data through pictures. When not in play-mode, Romo can also be used as a docking station to charge iDevices. Currently distributed only in the U.S., Romo is available at romotive.com and will hit store shelves this summer.
For more new appcessories, see pages 77 and 78 in the digital edition of The Toy Book, which can be found by clicking on our cover at www.toybook.com. 46 • THE TOY BOOK
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T HE D EFINITIVE I NFORMATION S OURCE
FOR THE
T OY
AND
G IFT M ERCHANT
NEWS THAMES & KOSMOS SIGNS NEW DEAL, HIRES NEW CEO
Thames & Kosmos has completed a new investment from its primary partner company, Germany-based Kosmos International GmbH. The deal will boost Thames & Kosmos marketing, product development, and logistical resources, while the 191-year-old publishing house Kosmos becomes the principal shareholder in 12-year-old Thames & Kosmos. Kosmos has also acquired USM, a leading app publisher with many educational games, including Redshift, Catan, and Ingenious. Thames & Kosmos has hired a new executive, CEO Andrew Quartin. Most recently, Quartin was a portfolio manager at Schottenfeld Associates, where he managed a portfolio of media, retail, technology, and diversified consumer products companies. Prior to that, he was a co-founder and president of TUTM entertainment, a consumer products venture. Quartin’s role at Thames & Kosmos will be to expand distribution, raise awareness of the brand, and further integrate the two companies.
HAPE ANNOUNCES ADDITION
OF
KÄTHE KRUSE
Hape Holding AG (Hape) has added Käthe Kruse Production and Distribution to its platform of children’s products. This collaboration brings together two German companies with a combined 130 years of experience in the toy business. Käthe Kruse captured the beauty and innocence of childhood more than 107 years ago when she started making dolls for her daughters. The company is recognized by doll enthusiasts for its collectible dolls, play dolls, and soft developmental toys, including its Waldorf dolls and sweetfaced animal towel dolls.
MARKY SPARKY PARTNERS
WITH
Smilla Snor Safety Seat Hanger
EVEREST WHOLESALE
Marky Sparky Toys has partnered with Everest Wholesale, a Canadian toy and game distributor. Everest Wholesale will be the exclusive distributor of Marky Sparky Toys throughout Canada. Everest Wholesale has been serving Canadian retailers since 1992. Everest is a toy, game, and gift manufacturer and distributor. Headquartered in Escondido, Calif., Marky Sparky invents all of its toys in-house. Toy lines include Mumbly’s, AniMails, Air Bolts, Blast Pads, Wahoos, Doinkit Darts, Faux Bows, Spinmallows, StixStrux, and California Chariots. Marky Sparky toys are sold to specialty toy retailers, education markets, craft and hobby stores, museums, zoos, aquariums, national parks, attractions, theme parks, gift stores, specialty catalogs, and online retailers.
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ROUND 2 ACQUIRES LINDBERG AND HAWK MODEL BRANDS
Round 2 LLC has acquired the Lindberg and Hawk Model brands and assets from J. Lloyd International. With the transaction, Round 2 adds these two plastic model kit names to its existing trio of AMT, MPC, and Polar Lights model kit lines, licensed from Learning Curve Brands Inc. in 2008 and purchased outright last year.
ARKLU SIGNS U.S. DISTRIBUTION AGREEMENT WITH SCHYLLING
Arklu Ltd. has signed a distribution agreement with Schylling. Schylling is now the exclusive distributor of Arklu’s line of Lottie dolls to specialty toy retailers across the U.S. Lottie is a fashion doll for girls ages 3 to 9. The key point of difference from other fashion dolls is that Lottie’s body is childlike. Her dimensions (with the exception of her head) are based upon those devised by British scientific academics to reflect the average proportions of a 9-year-old girl. Lottie doesn’t wear makeup, jewelry, or high heels, and she can stand on her own two feet. Schylling will begin shipping Arklu Lottie dolls in June. Arklu’s English Country Garden Lottie Doll
ON THE COVER: THE BABY SEA OTTER, FROM FOLKMANIS, IS FLEXIBLE AND EASY TO ANIMATE. FOR MORE FROM FOLKMANIS, TURN TO PAGE S6.
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ASTRA’S INSIGHTS
From Ordinary to Extraordinary: A Round-Up from Retail Experts
S
by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA) pecialty toy store owners who have been in the business for a while have seen new competitive challenges in many different forms. Time and again, members of the American Specialty Toy Retailing Association (ASTRA) have found innovative ways to respond. If I were to sum up all the creative strategies that we have seen retailers use to strengthen and grow their businesses every time there is a new competitive threat, it would be this: they do everything they can to make their stores extraordinary. It’s no accident that the theme for ASTRA’s annual Marketplace & Academy is “From Ordinary to Extraordinary.” It’s more than a theme, however—it’s a differentiating strategy for toy retailers. It’s a strategy that builds on the key assets that specialty stores have to offer that their competitors typically do not: a fun, hands-on, familyfriendly retail experience; products that represent higher play value and quality than other stores; and superior customer service. How does a specialty toy store become extraordinary and differentiate itself from the competition? I’ve created a round-up of the best ideas from some of ASTRA’s most popular speakers at Marketplace & Academy over the years, gathered from their blogs, speeches, and articles:
Stop working in your store and start working on your store, recommends the retail
research team Georgann Bender and Rich Kizer. They acknowledge that every store owner is crazy
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busy, but they point out that “your time and your talents should be spent looking for, and implementing, new ways to grow your business, and you can’t do that if you are stuck behind the cash register.” They suggest making a list of everything needed to improve your store—to make it extraordinary—and tackle the list one by one, “inch by inch.” Work hard to get buzz, says Bob Phibbs. Known as the Retail Doctor, Phibbs says positive buzz doesn’t come easy, and it’s not something you can buy if you want it to last. “It takes hearing back from other people who had not been your customers and who are now happy brand ambassadors to know your buzz is working,” says Phibbs. “Word of mouth has to be created on your terms by making your store an exceptional shopping experience with exceptional products that stand out and deserve full price.”
Focus on the customer and how your store is different from the competition, sug-
gests Doug Fleener, the Retail Contrarian. Engage your employees in making your store extraordinary for your customers, and empower them to find ways to exceed a customer’s expectations. “You’re a great retailer if employees see an opportunity and go for it,” says Fleener, but “yours is an extraordinary company when employees attempt to create those opportunities.” It’s the little things that matter. Retail ex-
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pert, consultant, and author Rick Segal points out that none of us wants to buy from someone we don’t like or don’t respect. “There are two parts to every business transaction. There is the business part (products, prices, etc.); however, it is the human part that creates delighted customers, raving fans, and the coveted word-of-mouth advertising we all seek. When you are servicing a customer, you are truly selling yourself, which is the first step of selling anything. ” Show your enthusiasm. Jon Acuff, a speaker at ASTRA’s upcoming Marketplace & Academy (to be held June 16 through 23 in Nashville, Tenn.) will bring more ideas to ASTRA retailers on how to go from ordinary to extraordinary. A preview? Acuff suggests “getting off the path to average and back on the path to awesome.” If you are a specialty toy retailer, no doubt you started with a dream. If you want your customers on board, you need to show your excitement. “The rest of the world is going to take cues from you,” he points out, so be enthusiastic about your dream. “You’ll be the first one, but you won’t be the last.” ●
SPECIALTY TOYS & GIFTS
Plush
DOUGLAS introduces new plush this spring with Pauline Spotted Pig and Heaven Owl Fuzzle. Pauline has soft spots with pink trim on her ears, nose, and hooves. Unique and fun, plump Pauline is 13 inches long. Douglas’ new species of plush, Fuzzles, combines fashion-forward cuteness with bold fabric design in rich hues. Each color combination is unique, intricate, and has added texture. Heaven Owl is one of nine new Fuzzles.
KIDS PREFERRED introduces Bunnies By the Bay, a line of plush dolls based on the books in the Bunnies By the Bay series. Bud, the baby bunny from Glad Dreams, a “hareytale” about bedtime rituals, sports his own embroidered sailor hat and clutches his plush sailboat. Bud joins other newly-designed characters including Blossom, Bloom, Lily Mae Leap, and Tadbit.
Each buddy from CELESTIAL BUDDIES represents an object in our solar system. These plush planetary pals are soft and cuddly, while also educational and informative. Sun is a hot shot full of energy, Saturn is the ring leader of the galactic gang, and the Moon is a loyal and constant companion. Every buddy comes with a hangtag with fun facts and information about the celestial body it represents. The Solar System collection includes Sun, Mercury, Earth, Moon, Mars, Jupiter, and Saturn. Celestial Buddies are for kids ages 3 and up.
SPECIALTY TOYS & GIFTS
Heaven Owl Fuzzle
GIANTMICROBES are stuffed animals that look like tiny microbes, only millions of times their actual size. They are humorous, educational, and fun. Each GIANTmicrobe comes with an image and information about the real microbe it represents. The GIANTmicrobes line includes Cancer Plush, who can be cured when he is turned inside-out; Heart Cell, which includes a heartbeat sound chip; Common Cold; Brain Cell; Smooch, who blows kisses when her lips are pressed; and Sniffles, who sneezes when his nose is squeezed. GIANTmicrobes are suitable for kids ages 3 and up.
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Plush
Nuff Nuff toys are handmade creatures made in Patagonia with love, felt, and yarn. Nuff Nuff toys are available as pocket plush toys, key chains, brooches, magnets, and charms. Products are 100 percent handmade, hand-stitched with embroidery thread, and stuffed with polyfill and lavender.
The Sky Dragon, from FOLKMANIS, is made from sculpted fabric that enhances the ethereal look of the puppet. The 22-inch Sky Dragon features a movable mouth, movable forelegs, and velvet wings. Also new from Folkmanis is the screech owl, a feathery tan-and-gray puppet featuring a hidden rod to turn its head; the baby sea otter, featuring soft fur and whiskers; and the snow-white Maltese puppy, with a movable mouth, pellet-weighted floppy ears and paws, and round black eyes and nose. Folkmanis puppets are recommended for kids ages 3 and up.
Sky Dragon
MONKEEZ MAKES A DIFFERENCE adds 18 characters, including Flora Flamingo and Punkin Penguin, to its philanthropic line of more than 90 lovable sock-monkey plush animals. Monkeez donates a portion of the proceeds from each toy to charity, and encourages kids to get involved in their communities and live healthy lifestyles with games and web activities.
Zip-Itz, from PLAYDIN, are plush creatures that “came to life� after a mysterious machinery malfunction at the Zany Zipper Factory. Adorned with rainbow-teeth zippers that open to reveal secret pockets, Zip-Itz are perfect for hiding all kinds of treasures. Each creature has a unique personality, fabric pattern, design, and story. Kids can create their own virtual Zip-Itz and play in the interactive Zip-Itz world at www.zip-itz.com. Also new from Playdin are Cotton Candy Cutesies, plush characters with wispy, cotton candy-like hair. Each Cutesie has a flavor-based personality. Zip-Itz and Cotton Candy Cutesies are designed for kids ages 3 and up.
Flora Flamingo
Princess Zip-Itz
SPECIALTY TOYS & GIFTS
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Plush
NORTH AMERICA BEAR COMPANY introduces Budding Minds Tuck Inside Activity toy in velour and satin for kids up to 24 months. Kids will develop motor skills with pocket petals containing attached mini-friends that crinkle, rattle, or squeak, and a shiny mirror. A loop with velcro closure for hanging on to a stroller adds convenience. Goody Bags feature embroidered sprinkles, Velcro closure, and a lined central compartment. Goody Bags are machine-washable totes for girls ages 3 and up.
ADORA’s FlutterBabies are made of microfiber plush and have Gentle Touch vinyl faces. This doll is available in three designs: Bumble Bee, Butterfly, and Lady Bug. The dolls’ shirts and wings are removable, so kids can mix, match, and play all day. FlutterBabies are for infants and up.
Budding Minds Tuck Inside Activity toy
Animal plaques, from CATE AND LEVI, are a unique way to decorate a child’s room with plush. Plaques, available as a moose, lion, or elephant, are made from reclaimed wool and recycled polyfill, and are mounted on FSC wood. Animal plaques measure 12 by 16 inches, and are suitable for kids of all ages.
CLOUD B enhances the Sleep Sheep with a sound-activated smart sensor. When baby awakes in the middle of the night, Sleep SheepSmart Sensor responds and restarts its soft sounds of nature or the sound of a mother’s heartbeat. Sleep SheepSmart Sensor offers a 23-minute or a 45minute timer option, activated to restart by sound.
SPECIALTY TOYS & GIFTS
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AURORA WORLD INC. has launched a line of soft and sparkly My Little Pony Plush, which includes 18 My Little Pony styles. Highlighting the line are 12 small ponies, each with a personalized carrying bag, and six soft plush ponies. Also from Aurora are Sea Sparkles. Sea Sparkles shimmer and shine and include 10-inch, 18inch, and 38-inch mermaids, as well as four 27-inch mermaids. Each doll has long yarn hair and wears a dress accented with a shiny jewel.
PLUSHLAND introduces NHL and collegiate plush. Domo, Hello Kitty, Monkeez and Friends, and other plush animals sport jerseys and hoodies supporting their favorite team or university. Collegiate plush is available for more than 150 schools, and Plushland represents all 30 NHL teams.
WHAT’S NEW
AEROMAX has launched additions to its My 1st Career Gear line for kids ages 3 to 5. The safari hat and zookeeper shirt make kids feel like real zookeepers, while the red, black, and white pit crew jersey looks just like the ones worn by NASCAR drivers on TV. The yellow construction hat and tool belt details on the safety vest will look familiar to anyone passing a builder on a construction site, and train commuters will have their tickets ready when they see the detailed train conductor vest and hat loaded with train-related artwork. Available now, these shirts slip on and fasten easily.
KENSON KIDS’ newest product, On Track! Responsibility and Behavior System, helps tweens ages 8 and up organize household chores, daily to-do lists, family rules, and money management to learn the skills needed to become responsible adults. The pocketed caddy is easy to display on doors, walls, or other common areas. It includes an instructional guide and worksheets that help families work together, teaching organizational skills, accountability, and self-reliance.
JANOD’s Confetti line features musical instruments covered in fun, colored polka dots for young musicians. New to the line this year is Mix Music, a wooden table that awakens all of the senses and introduces the youngest musicians to the joys of musical improvisation. For kids ages 18 months and up, the wooden table includes a metal xylophone with eight keys, a cymbal, a drum, and two mallets. Also new to the line are drums, a flute, a grand piano, and the “Music Live” Musical Set, featuring multiple instruments for a band.
INTERNATIONAL PLAYTHINGS’ Earlyears line focuses on the key developmental milestones in the first year of a baby’s life, with toys such as the new, colorful Hooty Toot Bouncy Owl. Attach the owl to a baby’s carrier or stroller for on-the-go fun. Little ones will love the mirror, crinkle wings, floppy legs, and chewy toes. Pretty patterns and multisensory fabric textures engage babies. When the Hooty Toot Bouncy Owl is pulled down, he bounces and rattles back up.
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: s s e n It’s Not a Political Issue, r i a f It’s a Business Issue E-
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by Roberta Bonoff, CEO and president, Creative Kidstuff
reative Kidstuff, a pers are required to report specialty toy store and pay online sales tax based out of Minowed each year, but most nesota, has been helping people are unaware of this. families in the Twin Cities— This gives online sellers a and now internationally— competitive advantage by play since 1982. How have not collecting the tax and we stayed in business for creating the perception that more than 30 years? online purchases are “tax More than anything free.” else, the secret is offering It has been estimated your customers and your that Minnesota loses more community an experience than $400 million from reand service they won’t find mote retail sales as a result anywhere else. Helping famof shoppers coming to our ilies play is our business, and stores, hopping on their we take pride in that. We smartphones, and finding a know kids. We like kids. We Creative Kidstuff is a Minnesota-based specialty toy retailer, whose president and better deal online. The ilCEO has been on the forefront of lobbying efforts for legislation aimed at fair eknow what kids like. lusion of these “tax-free” commerce tax regulations. It’s also about staying sales is sometimes enough relevant and being competitive. Staying competitive in an interna- to deter shoppers from making their purchases locally, presenting tional market has come with challenges we never could have fore- a challenge for brick-and-mortar locations. seen. With our online presence we’re able to reach customers from As a mother of two, I understand that parents have to stretch all over the world. It has proven to be an incredibly powerful way their income further than ever before. In an effort to lighten the fifor us to expand our business and communicate with customers. It nancial burden on families, Creative Kidstuff has enacted customer has also presented its own set of challenges, the most prevalent incentive programs and various toy and brand promotions to help with the burden and make purchases more accessible. being the issue of e-fairness. Although these promotions may have an impact on sales, we’re Currently, Minnesota imposes a sales tax that brick-and-mortar retailers collect at the time of purchase and remit to the state. faced with another challenge: supporting our vendors, many of This tax also applies to Minnesota’s e-commerce sites, but unfor- which are up-and-coming manufacturers. Discounting their prodtunately, some online-only retailers located outside of the state are ucts and their brand creates another set of competitive issues for reexploiting a loophole that allows them to avoid collecting Min- tailers everywhere. As a specialty retailer, we take pride in sourcing nesota sales tax on these same purchases. Technically, online shop- and supporting these vendors in an effort to constantly bring great
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products to the market at an apto require large online-only repropriate retail price. tailers to collect sales tax at the Competing for revenue imtime of purchase, just as brickpacts local businesses such as Creand-mortar retailers are required ative Kidstuff on a number of to do, and to bring fairness to the levels. The most obvious is sales marketplace. and revenue, but it also impacts On February 28, more than jobs. Retail businesses account for 100 retailers from across the state more than 17 percent of Mincame together for “I am RETAIL nesota’s employment. It’s one of Day” at the state capitol. The the key reasons why we are so focus was the impact of tax vocal about this issue. As a memchanges on small businesses, inber of the small business commucluding e-fairness or Affiliate nity of Minnesota, Creative Nexus. Kidstuff feels that it’s our responWe’ve held press confersibility to take further action to ences, sent numerous letters, and level the playing field and help had meetings with state senators Minnesota merchants compete in an effort to gain political supfairly in today’s marketplace. We port. Thanks to all of our hard love our businesses, we love our work, we’re starting to see the employees, and we love our cusfruits of our labor. We have high tomers, all of whom are directly hopes that change will come to impacted by the issue of e-fairness. the state of Minnesota, although We see this as a business decisions have yet to be made. issue, not a political issue. Passing We’re encouraging people to an e-fairness bill on a federal level speak one-on-one with their state would not only support small representative or senator in order The multi-sensory in-store experience at Creative Kidstuff is businesses, but local manufacturto make an impact. difficult to reproduce online. ers and community organizations Ultimately, if this proposal as well. (The U.S. Senate, on March 22, voted to advance the Mar- goes through on a federal level, local businesses will have a level ketplace Fairness Act, which would give states the power to better playing field when competing with online retailers. The positive efenforce sales tax laws. An identical piece of legislation is making fects will filter into local communities through added revenue for reits way through the U.S. House of Representatives.) Creative Kid- tailers and for the state. It’s all about taking proactive measures in an stuff also supports local charities, schools, carnivals, fundraisers, effort to preserve what we hold dear as small business owners—our ● and organizations such as St. David’s Center for Child & Family businesses, our customers, and our communities. Development. The revenue we earn from retail sales directly supports our community outreach programs. In an effort to continue As CEO since 1998, Roberta Bonoff oversees all areas of Cresupporting these programs and many others, it’s our responsibility ative Kidstuff. Her background includes both retail and toy manuto take proactive measures to stay competitive on a larger scale. facturing, with her beginnings at Tonka Toys. She has taught retail For the past few months, I have testified to the Minnesota State Senate’s tax committee, along with numerous other Min- at the University of Minnesota (UM) and the College of St. Thomas, nesota-based business groups, to enforce a tax that is already in and she serves on the Retail Advisory Committee at UM, from place. We’re working with the Minnesota Legislature on a proposal which she graduated in 1981.
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MEDIA CENTER
Brooklyn-based “Miss Nina” (Nina Stone) is set to release her second kids’ CD, Sha Doo Be Doop, by LITTLE MONSTER RECORDS, on April 16. Stone continues her commitment to creating music that is conceived with the young child in mind with this album for children ages 1 to 6. On Sha Doo Be Doop, kids can groove to “The Brown Bear Rap,” based on Bill Martin and Eric Carle’s children’s book, Brown Bear, Brown Bear, What Do You See? or gnash their teeth and show their claws to “Wild Things,” an interactive ode to Maurice Sendak’s Where the Wild Things Are. “Bye-Bye, Everybody” offers kid-friendly instruction on how to say goodbye in nine different languages.
Surviving Infancy, a video guide with 36 mustknow topics for new parents, created by THE CENTER FOR MEDICAL EDUCATION INC., covers everything from infant and toddler safety to routine illnesses and general parenting challenges. Each topic can be played in fiveminute segments for when parents need a quick resource on a range of topics, such as how to deal with an ear infection. These videos are available for download as streaming video for an iPad or laptop, or as a physical two-DVD set. The information is presented by acclaimed emergency physicians, Dr. Diane Birnbaumer and Dr. Maureen McCollough. A great gift for expectant parents, these videos come in handy for toddlers up to age 3.
In Brave Rooney, it is determined that Rooney, a typical nine-year-old boy who lives on the border of Majesticville, a town full of superheroes and their families, and Normalville, will be the first non-superhero to attend Captain Majestic Memorial School. Although slight in build, Rooney is strong in character and ends up showing his superhero classmates what it takes to really be brave. Published by FRECKLEBOX, Brave Rooney can be personalized as a gift for children, so the story can become their own adventure. It is written by Gerry Renert and illustrated by Barry Gott. Brave Rooney has been developed as an interactive book app by BACCIZ LLC and is available on iTunes for both the iPad and iPhone.
Recess Music, a company dedicated to helping kids value a world that is wise, fair, and generous-hearted, will release Share!, the fourth in its Best Foot Forward series of CDs, on March 26 from BIG ROUND RECORDS. The album, for kids ages 3 to 11, celebrates sharing and generosity as key actions for bringing harmony and understanding into classrooms, neighborhoods, and homes. Share! features 15 tracks that showcase contributions from kids’ musicians, including Renee & Jeremy, Dog on Fleas, Ben Rudnick & Friends, Charity and the JAMband, and Noel Paul Stookey (“Paul” of folk-singing trio Peter, Paul and Mary). Other titles in the Best Foot Forward series include Someone Else’s Shoes, Big Bully, and U R SOME 1.
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Tips for Toy and Game Inventors by Richard C. Levy
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uccessful toy and game inventors are the people to whom the elves whisper. They operate in a kind of Neverland, where pumpkins turn into coaches and mice into horses, where cows jump over the moon and dishes run away with spoons. Their talents are very special creative gifts, broadened by business experience. To make a living as an independent source of new products in the exciting, frequently gut-wrenching, ever-changing, faddish, sometimes whimsical, sometimes volatile toy industry takes a lot more than a good idea, a strong patent, and luck. It is a misconception that there is an easy dollar to be made as a toy inventor. In an industry with legends of instant multimillionaires such as Dr. Erno Rubik (Rubik’s Cube), Xavier Roberts (Cabbage Patch Kids), and Lonnie Johnson (Super Soaker), very few inventors actually make a lot of money. Most inventors grind it out on a day-to-day basis. In this regard, toy and game inventing is no different than any business. To increase the odds of success, consider the following advice: 1. Do not take yourself or your idea too seriously. The world will survive without your idea. The industry will survive without your idea. You may need it to survive, but no one else does. 2. Do your homework. Know your market. There is nothing worse for your reputation than showing products that have been on the market. One of an inventor’s greatest downfalls is inventing in a vacuum and not in the marketplace. 3. The race is not always to the swift, but to those that keep running. The quality required to hit the heights of personal achievement is perseverance. If Edison had stopped at, say, 30 filaments, we might still be in the dark. 4. You cannot do it all yourself. Advertising legend Bill Bernbach summed it up best when he said that an idea can turn to dust or magic, depending on the talent that rubs up against it. Share an idea, get a better idea back. 5. Keep your ego under control. Unchecked egocentricity is a
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major source of failure. Arrogance has no place in the product development process. 6. You will miss 100 percent of the shots you don’t take. The process of invention is rooted in a creative failure methodology. The biggest mistake is not making one. The biggest risk is not taking one. 7. The paranoids are chasing me. There are two kinds of amateur inventors, the paranoid and the more paranoid. There are far more stories about honorable executives and great win/win deals than about rip-offs. 8. Assume that everything is negotiable. Negotiation is mostly about listening. Always have a strategy for compromise. Getting what you want does not have to be at someone else’s expense. Build your business on relationships, not transactions. 9. Learn to take rejection. Toy development is a filtering process. Items are in one day and out the next day. Don’t let rejection shake your confidence. The finest steel goes through the hottest fire. 10. Resist the herd instinct. Be yourself and be faithful to your own muse. Never give up your individuality. Be different. Variation is the raw material of evolution. Lastly, and most importantly, never give up and never grow up. ■
Richard C. Levy, president, Richard C. Levy & Associates LLC, specializes in collaborative invention, product development, design, and licensing. In business for more than for 35 years, Richard’s licensed products include one of the best-known and successful toys of all time, Furby (Hasbro), which has sold more than 40 million units globally. In January, Richard and Ron Weingartner released the second edition of their critically-acclaimed The Toy and Game Inventor’s Handbook as an ebook for Amazon’s Kindle.
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I nt e r n at i on al T o y I n d u s t r y Spielwarenmesse International Toy Fair 2013 Shines in Nuremberg by Reyne Rice, trend expert in toys and games, entertainment, and licensing for youth products
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he Spielwarenmesse International Toy Fair is a mustattend trade show. Over the years, this event—the largest annual international toy fair in the world—has been the central gathering point for international traders from around the globe. This year was no different. More than a million products were revealed by 2,747 exhibitors from 60 countries, drawing more than 73,500 traders and buyers from more than 113 countries. The show organizers reported some staggering statistics: • Nearly 80 percent of trade visitors were high-quality decisionmakers. • More than 91 percent of this year’s exhibitors said they will exhibit at Nuremberg next year. • Visitors rated the International Toy Fair better than ever before and more than 89 percent of them intend to visit again (an increase from last year’s results of 86.5 percent).
TOYS 3.0: The Next Generation At Play As most of the Spielwarenmesse 2013 attendees and toy industry professionals noticed, the Toy Fair Special Exhibit, Toys 3.0: The Next Generation of Toys, was a hot topic at this
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show and throughout the industry. With Toys 3.0 dedicated to the category of technology-enhanced products, fair-goers were delighted that they could play with these digital devices using multiple product displays and hands-on demonstrations. The buzz generated by this well-attended exhibit further reinforced the fact that both retailers and manufacturers need to stay on top of these digital and technology trends. The Toys 3.0-type of digital and interactive tech products will continue to morph and evolve as consumer behavior changes. There was a wide range of categories on display, from tablets for toddlers to products with embedded RFID chips and fourchannel radio controllers that activate vehicles, planes, and trains, for kids and adults. Spielwarenmesse attendees were able to experience the Disney Infinity hybrid cross-platform action figures, and entertained themselves with gaming devices including PS Vita and PlayStation, Nintendo Wii U, and Microsoft Xbox Kinect. Trade visitors were enamored with the augmented reality apps, appcessories, and gaming consoles that offered enhanced play through iDevices and Android smartphones and tablets. These products are not yesterday’s
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re-incarnations—they are innovative and continue to break digital boundaries. At the highly-attended Toy Business Forum Educational Sessions, there was standing room only when Axel Dammler, researcher and managing director of Icon Kids and Youth, presented the results of an exclusive international research study. Contracted by Spielwarenmesse eG to explore the Toys 3.0 phenomenon, he revealed the impact of these tech toys across various countries and cultures. The results were eyeopening, pointing to new directions in toy and game choices made by children, parents, and gift-givers, and outlining the impact of interactive technology products on the retail trade. My Toy Business Forum speech, “Which Toys 3.0 are shaping children’s perceptions of play—innovative products and trends,” revealed a variety of Toys 3.0 trends and category segments, including examples of products that are part of this trend, and what to watch for in the future as this segment continues to break new ground. This Toys 3.0 special report research and all of the Toy Business Forum speeches will be posted for free access and review on the Spielwarenmesse website at www.toyfair.de. All speeches and the Toys 3.0 research report will be translated into both English and German.
ToyAwards 2013 Honored Innovation The annual ToyAwards 2013 were presented at the Spielwarenmesse Toy Fair to the most impressive products in each of five main award categories: • Baby and Infant, ages birth—2 years: Tobbles Neo, Fat Brain Toy Company • Preschool, ages 3 to 5: Shadow Magic, HABA • SchoolKids, ages 6 to 10: Boom Boom Balloon, Schmidt Spiele GmbH in Germany; distributed by Spin Master in North America • Teenager and Family, ages 11 and up: SIKU Racing, Sieper Gmbh in Germany. (This product also won the coveted ToyAward Traders’ Favorite 2013, with a prize of €20,000.) • Special Award Category Toys 3.0: RoboMe, Sablon in Germany; WowWee Toys in North America Photos and links to all of the winners and the top
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Ernst Kick, CEO of Spielwarenmesse eG
nominees can be found at www.ToyAward.de/en. For the 65th anniversary next year, Spielwarenmesse eG will open new hall 3A, designed to support growth in the juvenile products segment of the business. This increases the total number of exhibition halls to 18, filled with products from around the world. Global toy professionals will meet again in the Nuremberg Exhibition Center from January 29 to February 3, 2014. ■
Reyne Rice is a seasoned industry professional with 30 years of experience in marketing, researching, and analyzing the toy industry and youth marketplace. She advises clients and 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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International Toy Industry
Trade Talk
What toy industry insiders have to say about the upcom ing year, toy trade shows, and what retailers can expect this year.
from the editors of Toys 'n' Playthings, UK member of the International Toy Magazine Association
Phil Howe, National Account Director, Chicco In your opinion, which fair was the best? I would definitely say Nuremberg Toy Fair, which was a real success for us. It’s our most important international exhibition and it is widely supported by UK retailers. Every year, the Nuremburg Toy Fair offers us the opportunity to show our retailers how huge and diversified the offer of Chicco toys is—with each of them designed to provide babies with the right stimuli for their specific growth phase. What is your focus for the next quarter? We’re going to follow up with all the positive feedback on our 2013 range that we collected in Nuremberg. Our main objective is to work more closely with our key retailers to further grow the mutual success we had last year—we grew around 70 percent with toys on average in our key retailers. With the market constantly declining, this is an astonishing result, which we’re going to build on even further. TnP is shining a spotlight on games and puzzles this month. Do you think that the category should become more tech-based, or do you think the appeal is that it is a traditional play pattern? I strongly believe that the magic of puzzles is linked to the
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development of fundamental skills, and regardless of how they work it is important that these kinds of toys build and develop interactive and social behaviour, hand skills, and tactile experiences. When it comes to more traditional toys and puzzles however, it is great that an increasing number of them are being built with simple and sustainable materials, which means a more eco-friendly approach.
Neil Bandtock, managing director, Vivid Imaginations
In your opinion, which fair was the best? Probably Olympia, as it was the first time we showed our Walking with Dinosaurs movie line, which was a big hit. TnP is shining a spotlight on games and puzzles this month. Do you think that the category should become more techbased, or do you think the appeal is that it is a traditional play pattern? There is a place for both tech and traditional. Vivid has a foot in both camps, and thankfully we’re progressing very strongly in games on all fronts. How can the outdoor category grow if the British weather continues to be so unpredictable? The key is to make products that can be used all year. Our Moon Shoes and Bubble Shooz, for example, sell just as well at
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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
International Toy Industry Christmas as they do in the summer.
Jonathan Thorpe, managing director, John Crane In your opinion, which fair was the best? The London Toy Fair was fantastic for us in terms of quality customers and general enthusiasm for what we are doing and the ranges we now carry. How can the outdoor category grow if the British weather continues to be so unpredictable? Build product that can be left outside in the rain. We have introduced outdoor kitchens made from treated wood that can be left outside all year. It doesn’t harm children to play outside as long as they have the appropriate clothing on. Look at Canada and other cold, wet countries; their kids play outside.
Foye Pasco, general manager UK and Nordic, Hasbro
What is your focus for the next quarter? We have an action-packed year ahead with a wealth of innovative new toys supporting Iron Man 3, a new Transformers range in line with the return to TV screens with Beast Hunters, as well as new Star Wars and Angry Birds Star Wars innovations. Nerf, B-Daman, Spider-Man, Thor, and the ever-popular Avengers will also have new lines to keep fans engaged. Monoply will introduce an all-new token, the cat, following global fans of the game voting out the iron and bringing in the new feline friend in its place. Kids will be kept entertained with new My Little Pony developments, Littlest Pet Shop on TV, and the launch of collectible animals. FurReal will also welcome some new friends while Furby Party Rockers join the award-winning Furby gang. How can the outdoor category grow if the British weather continues to be so unpredictable? We Brits are very adaptable and never let a spot of rain put us off play. In washout summers, we’ve seen sales of our Super Soakers grow, which is a testament to our can-do, can-play attitude. We support our range year-round and continue to grow our products and offering so that play is possible, no matter the weather.
Claire McCool, co founder, marketing director, Drumond Park
What is your focus for the next quarter? This is an immensely busy time of year for us, as the team
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has to finalise the presentation and gameplay and put the finishing touches to all our new games so that they can go into production during the second quarter. The products we show at Toy Fair are mainly just prototypes, and at that stage we really do take into consideration the comments, suggestions, and opinions the buyers give us. We usually only launch five or six new games each year, as our back catalogue is so strong, but this year we are also refreshing several of our best-selling children’s titles. TnP is shining a spotlight on games and puzzles this month. Do you think that the category should become more tech-based, or do you think the appeal is that it is a traditional play pattern? Speaking as the UK’s second-biggest games company, I think we are living proof that there continues to be a huge and expanding market for traditional games of all types. Games are a great way for families to have fun together. There’s no doubt that in the current recessionary climate people are spending more time at home. Our research shows that many parents really are trying to get involved with their children’s leisure pursuits and are multi-buying games and puzzles to keep them occupied and entertained. This is often a conscious effort to keep them away, at least some of the time, from the TV and all the other electronic devices available to today’s youngsters.
Paul Fogarty, managing director, Famosa UK
In your opinion, which fair was the best? Naturally, given Famosa’s re-launch into the UK market, the UK Toy Fair was a huge focus for us and fortunately the response we had at the fair couldn’t have been better. Now that the shows are out of the way, what is your focus for the next quarter? We have big drives behind our TV-supported launch of I Love Minnie dolls and play sets, and our plush range of Furby toys is proving to be hot following the success of Hasbro’s Furby last year. ■
For more from UK magazine Toys ‘n’ Playthings, go to pages 79 and 80 in the digital edition of The Toy Book, which can be found by clicking on our cover at www.toybook.com. MARCH/APRIL 2013
new
Wh at’s
Scootin’ Around Sbyke’s newest bike, the P16 Scooter with Rearsteer System, is for younger kids than the original model. Now kids ages 5 and up can scoot on their very own Sbykes, which include a 10-ply maple deck and lightweight BMX wheel. The Rearsteer System allows kids to make tight, fast turns. This competition-level kick scooter comes with decals for boys and girls so they can personalize their ride.
Hasbro Amps Up Marble Shootouts With the B-Daman Break Bomber Battlefield Arena, players must master power, speed, and precision in marbleshooting play, based on the first season of the B-Daman TV series. Players shoot their marbles to blast three out of five red blocks into their opponent’s territory. The arena is part of Hasbro’s new line under license from d-rights and with development and manufacturing assistance from TakaraTomy. Each figure in this line also come with a code that can be used to unlock figures in an app or online.
Get into Artistic Gear Kahootz Toys’ Original Spirograph Deluxe Set features the iconic wheels and rings of the original, re-engineered and updated. The kit includes a carrying case with snap-in storage and a builtin drawing surface, Spirograph gears, and three retractable ballpoint pens. The new Spiro-Putty holds the gears securely to create designs with no holes in the paper. The set comes with 20 sheets of design paper and a full-color design guide, which explains the fundamentals of Spirograph and offers step-by-step instructions.
Robo Battle Tomy International introduces the all-new Battroborg line of battling robots, available this fall. Battroborg is the first battling micro robot brand of its kind, with two-handed motion-controlled nunchucks that let opponents dictate the robot’s every move with their jabs. The high-performance Borgs register every hit and indicate when the ultimate battling champion has succeeded. These robots are perfect for one-on-one competitions or large Battle Royals of up to 10 robots in the 3-in-1 Battle Arena.
Shtank No More Kids can collect and trade odor-eliminating ShtankOuts plush toys, then tuck them into their gym bags, backpacks, and school lockers to get rid of odors and leave behind a fresh scent. Creators Marty and Geri Karlin were inspired to launch ShtankOuts to raise funds for Duchenne Muscular Dystrophy (DMD) research after their 10-year-old son Ryan was diagnosed with the incurable disease. DMD affects about one in every 3,500 boys, who typically live to about age 20. The Muscular Dystrophy Association will receive a portion of the proceeds from ShtankOut sales. For kids ages 3 and up, ShtankOuts are available in five characters in the following scents: passion fruit, cherry, fresh lemon, blueberry, and orange.
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the bar
Raising
The Real Costs of Outsourcing by Howard N. Aronson
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oy companies were among the first to move manufacturing offshore to benefit from significantly reduced labor costs, overshadowing increased shipping expenses and delays. But, soon thereafter, the issues of quality control and product recalls reared their ugly heads. Now, the destructive and expensive long-term costs of theft of intellectual property and trade secrets are the newest hidden costs associated with outsourcing toy manufacturing. Steve Denning posits in Forbes that outsourcing has become a self-destructive bad habit that is pursued even when it makes little business sense. However, John Bussey, of The Wall Street Journal, opines that low-tech manufacturing is not America’s future. After all, as Bussey observes, if some countries “are really good at producing low-cost [products], and the U.S. is really good at innovative technology and advanced manufacturing, which would you rather be?” The answer is that many companies are bringing manufacturing back to the U.S.—from Nissan auto manufacturing, GE batteries, and NCR automatic teller machines to low-tech Starbucks mugs. Other examples include the Coleman Co., which is moving foreign production of its 16-quart wheeled plastic cooler back to Kansas; an audio company that is moving production from overseas suppliers to its plant in Florida; and a video firm that is moving manufacturing of its audio-visual systems back state-side to Illinois. Complicated supply chains, longer development times, and intellectual property issues are among the reasons why the U.S. is now favored over foreign countries for manufacturing toy products. Technology and automated production processes that exist now in toy manufacturing factories are reducing labor content and boosting productivity, and if manufacturing were located in the U.S., these advantages also would allow for better protection of trade secrets and related IP. As Rebecca Bagley writes in Forbes, “Labor costs are just the beginning.” She goes on to explain that there are varied costs associated with foreign manufacture that are
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far higher abroad than at home, including “the almost incalculable potential for lost intellectual property offshore.” GE, Google, Microsoft, Kawasaki Heavy Industries, BASF, and Siemens are turning their backs on offshore production and heading back to the U.S. because of the inability to protect IP overseas. A Massachusetts company suffered a loss of 70 percent of its business after a foreign partner enticed one of its employees to steal the company’s premier technology. As a Business Week reviewer commented, “It's not paranoia if they’re stealing your secrets.” Forbes has also reported that espionage risks increase when executives deal overseas. According to Alan Paller, of the security-focused SANS Institute, it only takes moments for your cellphone to morph into a monitoring device for foreign countries. The Center for Responsible Enterprise and Trade warns that trade secret theft is pervasive and strategic in companies with weak rules of law. The immediate advantage of cheaper overseas labor costs must be insightfully balanced against costs of stolen IP, theft of trade secrets, and quality control issues that can permanently damage good will. Many toy companies now see such costs weighing in heavier than short-term labor savings. ■
Howard N. Aronson has provided legal counsel to toy industry companies for the past 30 years. He is the managing partner of Lackenbach Siegel LLP, an intellectual property law firm recognized for its nine decades of handling toy company issues. Contact Howard at haronson@LSLLP.com or (914) 723-4300.
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social media
Ta lkin g
Mobile Devices Bring Social Networking to the Next Level by Lawrence Lerner, global change agent
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he nature of entertainment has changed. During its weekend premiere, Halo IV, a video game starring Master Chief Petty Officer John-117, garnered $220 million in sales, according to majornelson.com. Halo IV’s opening out-earned the final installment of the Harry Potter series and Marvel’s The Avengers, as shown in reports from Bloomberg.com. In addition to the game’s success, Microsoft sold a reported 750,000 Xbox game consoles during last year’s Black Friday weekend. Games are the new blockbusters of entertainment, and they revolve around content and delivery. Social media is largely responsible for the rise of this interactive content rule.
Shifting to the New Normal Content has become the most valuable component of the entertainment experience and, in most cases, is the differentiator. Audiences want content that is fresh and relevant. Mobile devices, including smartphones, tablets, laptops, and gaming consoles, have emphasized this. PC sales are down while
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tablet sales are skyrocketing. JPMorgan Chase and Co. estimated that the iPhone 5 would impact the U.S. GDP by as much as 0.5 percent. The three factors of the new normal of the entertainment experience include location, user-generated content, and social media. Mobile devices and social networking go hand-in-hand. Consumers are spending more time browsing, buying, and watching enhanced content on their mobile devices. Consumers’ attention is shifting to content driven by social media environments. According to Nielson Media’s 2011 Q3 Social Media Report, Americans spent 53 billion minutes on Facebook last year. Consumers are now spending an average of 127 minutes a day using mobile apps, according to mobile analytics site Flurry.com. The social media experience is highly mobile, as well as location- and activity-sensitive. Social media is even beginning to approach TV viewing time, which means the war for user attention is shifting locations. Many users surveyed indicate that they multi-task while watching
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At a Glance Retailers should consider... —What is the demographic of the audience? —How connected are they via social media? —Who are their influencers? —Who are the buyers? —What are the socio-economic factors? —What level of audience engagement and activity does the company have? —Is the company voice on social media outlets authentic and relevant? TV or use their mobile device as a substitute. Hash tags, the keywords that social media sites use to track topics, are the preferred way to know what’s trending at a given time. Televised events such as the presidential election, premieres of popular TV shows, and release weekends of big-name video games, can be tracked minute-by-minute on social media sites like Facebook and Twitter.
User-Generated Content In-game advertising is expected to exceed $7.2 billion by 2016, according to MCV, the Market for Computer and Video Games. These advertising opportunities will increase as social media continues to create buzz for new games. It’s what digital strategists call going viral. Going viral is when a photo, video, or post spreads rapidly through the social media community, for example, the YouTube video for the song “Gangnam Style,” which has more than one billion views. In the past three years social media tweets and status updates have taken over the throne held by email since the inception of the Internet. There is nothing new about audience engagement. What has changed is the scale. During Black Friday, Walmart’s #WalmartElves generated 211 million impressions.
The Pull of Peers Millennials (those born between 1980 and 1995) and Gen
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Zs (those born after 2001) are highly connected via social media. Not only do they hold what their peers say in high regard, they are also more likely to research a product based on peer opinion. They have access to and do more research than any previous generation. When it comes to consumer spending and purchasing of branded merchandise, they are far more likely to seek out “likes.” The children of Gen Zs, the future GenII, are expected to be even more socially connected. While there are many factors, it will be of great interest to compare how Hasbro’s redesigned Furby sells this year versus the offline campaign of the original 10 years ago.
The Opportunity What are the questions that retailers should be asking themselves to determine their strategies? Retailers know how much shelf space (down to the inch) their planograms allocate per item, but how much space has been allocated to social media? There are many factors to consider. What is the audience’s demographic? How connected are they via social media? Who are their influencers? Who are the buyers? What are the socio-economic factors? How do the more intensely multi-media oriented sites, such as Pinterest and YouTube, affect the conversation? What level of audience engagement and activity does the company have? Is the company voice on social media authentic and relevant? This channel is still evolving and there is time to build a strategy. Mobile devices have brought social media into play 24 hours a day, seven days a week. Companies should ask themselves, what are the strategies we can adopt to take advantage of this emerging space? ■
Lawrence I. Lerner is a global change agent helping companies transform and grow their businesses. He has been published in The Christian Science Monitor, Computerworld, TabTimes, Pre-Paid Press, and PC Today. Lerner’s book, Facebook for Your Business, was published last summer. To learn more about Lerner, visit www.revolutionaryinnovator.com and follow him on Twitter at twitter.com/@RevInnovator.
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marketplace
Industry
Classifieds
Playtime Sales & Marketing Co. LLC A Toy Manufacturers Sales Representative Corporate Office 331 Piermont Road Norwood, New Jersey 07648 TEL: 201-784-7727 FAX: 201-784-1912 E Mail: murraybass@playtimesales.com // lensoyka@playtimesales.com
The Playtime Sales & Marketing Company, LLC. is a Toy and Electronics Manufacturers sales representative organization. Our prime focus is to represent Toy and Electronics Manufacturers to the Mass Market Retailers. The principals of our Company are Len Soyka and Murray Bass. Our only vocation has been in the Toy Industry. We are dedicated toy professionals.
STATEMENT OF OWNERSHIP, MANAGEMENT, AND CIRCULATION:
REQUIRED BY 39 U.S.C. TITLE OF PUBLICATION: THE TOY BOOK. PUBLICATION NO. 750-050. FREQUENCY OF ISSUE: BI-MONTHLY. NUMBER OF ISSUES PUBLISHED ANNUALLY: 6. 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
Total No. Copies
Ligitimate Paid and/or requested Distribution 1. Outside County Paid/ Request Mail Subscription 2. Sales Through Dealer and Carriers, Street Vendors, Counter Sales, and other Paid or Requested Distribution outside USPA
Total Paid and/or Requested Circulation 1. Outside County Nonrequested Copies 2. Nonrequested copies Distributed Outside the Mail (include Pickup Stands, Tradeshows, Showroom, and other sources)
Total Nonrequested Distribution
OF
CIRCULATION:
Actual No. Copies Single Issue Published Nearest to Filing Date
8,716
8,688
6,762
6,621
31
31
6,793 508 1,075
6,652 513 1,250
1,583
1,763
Total Distribution
8,376
8,415
Total
8,716
8,688
Copies Not Distributed
72
NATURE
Avg. No. Copies Each Issue During Preceding 12 Months (6 issues)
Percent Paid and/or Requested
• THE TOY BOOK
340
81%
273
79%
Our geographical areas of sales coverage and accounts include: • NEW ENGLAND…Connecticut North to Maine and Upstate N.Y. Accounts… CVS Drug, BJ’s Whle Club, Benny’s, TJ Maxx, I Party and CW Price. • N.Y. METRO…N.Y. City and New Jersey. Accounts… Toys R Us and their DOTCOM and Global Divisions, FAO Schwarz, Xmas Tree Shops, Shepher Distributors, Burlington Coat Factory, Buy Buy Baby, Marlon Creations, ToyZam, Bed, Bath and Beyond, Steven’s Intl.,TRU Express and NY area Supermarket Chains. • MID-LANTIC…Pennsylvania, Wash D.C., Northern Virginia and Western Ohio. Accounts…Rite Aid Drug, Group Sales, Boscov’s, Liss Bros, 5 Below and Big Lots. • K mart USA // JC Penney Catalog // Universal Studios Orlando // Gordman’s // Duckwall // Pamida // AAFES • CANADA…Walmart, Toys R Us, Canadian Tire and Big Lots. We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries.
BUSINESS DIRECTORIES
2013 Trade Show Directory $39.95 Independent Sales Rep Directory $69.95 Toy Wholesalers & Manufacturers $29.95 Now Available: Trade Show Exhibitor Mailing Lists, 2000+ Shows! We carry Salesman’s & Chain Store Guides 1-800-635-7654 www.forum123.com - Over 100 Titles Available The Toy Book Volume 29, 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 © 2013 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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Place a classified in Please contact Anthony Guardiola 212-575-4510 x2322 aguardiola@adventurepub.com
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Advertiser Index
Adventure Publishing Group....................................................................................................................................................................................................65 ASTRA ...................................................................................................................................................................................................................................S11 Brainstorm Productions ..............................................................................................................................................................................................................5 Carrera ......................................................................................................................................................................................................................................25 Cloud B.....................................................................................................................................................................................................................................31 Douglas Company ....................................................................................................................................................................................................................S9 Excell Marketing ......................................................................................................................................................................................................................33 Folkmanis .................................................................................................................................................................................................................................S5 Forum Publishing .....................................................................................................................................................................................................................72 Interactive Toy Concepts............................................................................................................................................................................................................7 Kids Preferred ..........................................................................................................................................................................................................................S7 Maisto .....................................................................................................................................................................................................................................1, 2 NKOK.......................................................................................................................................................................................................................................27 NPD ..........................................................................................................................................................................................................................................69 Ollie’s Bargain Outlet...............................................................................................................................................................................................................72 Pacific Play Tents .....................................................................................................................................................................................................................11 Playtime Sales & Marketing ....................................................................................................................................................................................................72 Silverlit Toy ..............................................................................................................................................................................................................................23 TOMY ......................................................................................................................................................................................................................................76 Toy Industry Association..........................................................................................................................................................................................................75 Toy Insider................................................................................................................................................................................................................................17 UL.............................................................................................................................................................................................................................................43 Worx Toys.................................................................................................................................................................................................................................13 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.
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73
Flashback: March 1993 3.
2.
4.
1. 1. Ertl’s Bumble Ball, for kids ages 18 months and older, vibrates, jumps, and bounces. 2. Toy Island’s Audiotronic RoboCop is designed for children ages 3 and up. 3. Irwin’s Barcode Battler transforms everyday barcodes into warriors, wizards, and monsters. 4. With Playskool’s Talking Phone featuring Barney, children turn the dial to one of the eight pictures of Barney and Baby Bop and press the button to talk to them. 5. Rose Art launches an array of Kewpie characters in celebration of Kewpie’s 80th birthday.
5.
What’s Hot! TV Promoted Toys 1. B a t m a n F i g u r e s ( K e n n e r )
6. S t a r T r e k F i g u r e s ( P l a y m a t e s )
2. B a t t l e T r o l l s ( H a s b r o )
7. H o l l y w o o d H a i r B a r b i e ( M a t t e l )
3. A l i e n F i g u r e s ( K e n n e r )
8. G . I . J o e ( H a s b r o )
4. G l i t t e r B e a c h B a r b i e ( M a t t e l )
9. T M N T - M u t a t i o n s ( P l a y m a t e s )
5. C r e e p y C r a w l e r s ( T o y M a x )
10. G ene si s ( Sega)
74 • THE TOY BOOK
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a p p cessories Hasbro is turning tablets into Sesame Street learning systems for an easy-to-navigate and hands-on learning experience for kids ages 2 to 4 with the Playskool Sesame Street P.A.L. System. Parents simply download the P.A.L. (Play and Learning) apps, place their tablet into the case, and kids can use the magnifying glass to become investigators and explore various learning games and activities. The protective case can also easily block the home button, keeping other media and apps out of reach of kids, if needed. The P.A.L. system includes a protective tablet case, a magnifying glass tool, and an app. Additional handheld tools, including a paintbrush, grocery scanner, Elmo holding a flashlight, and Cookie Monster holding a watering hose, will expand the interactive experience for more Sesame Street learning fun. The P.A.L. system is compatible with both Apple and Android OS tablets with two tablet case sizes to choose from.
Kids can loop, mix, and sample songs to create unique mash-ups with EZ Pro DJ, from Jakks Pacific. The EZ Pro DJ deck comes with two turntable-style, easy-to-use buttons to sample, loop, crossfade, and scratch multiple tunes, a simple interface, and an audio connection for speakers and headphones. Kids ages 8 and up can download the free EZ Pro DJ app on any iDevice to get started. Then, they can connect the iDevice to the EZ Pro DJ deck to access their own music collection and get mixing.
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Now kids can take a dollhouse or firehouse with them anywhere they go and bring it to life with the touch of a button. New Adventures introduces AppVentures, a line of interactive playhouses for the next generation of digitally savvy kids. AppVentures iDollhouse and iFirehouse Play Cases let kids magically transform an iPhone, iPad, or iTouch into an interactive toy that goes anywhere they do. Kids just place the iPhone, iPad, or iTouch into their dollhouse or firehouse and launch the app to let the fun begin. The play cases protect the mobile device while kids play, and will be available for 7-inch tablets later this year.
Pressman Toy Corp. has partnered with European toymaker Jumbo to bring tabletop games to iPads with iPieces. New to the line for this year is iPieces Pool. Players can purchase the iPieces physical component and then download the free corresponding app to play a game of billiards. Rack ’em up and get ready to clear the board using the cue sticks and virtual pool table. iPieces Pool can be played with two players ages 8 and up.
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a p p cessories Spiral Toys introduces Toy-Fi Teddy, the first of the Toy-Fi line. Toy-Fi Teddy enables kids to interact with family and friends, as well as read stories and play games. Utilizing an interactive toy platform that incorporates WiFi, mobile, and cloud technology, parents can send messages from their mobile devices to their child’s Toy-Fi Teddy. No matter where in the world the two are—across the globe, down the street, or in the next room—kids can leave a return message from the plush itself. Through the ToyCloud server, smart devices can talk to toys from anywhere and deliver upgrades, user-tailored content, and other messages and information. Additionally, kids can play games such as Marco-Polo, hide-and-seek, and memorization.
With the Quick Attach Microscope, part of the Gadget Labs line from Skyrocket Toys, kids can turn their tablet, smartphone, or iPod touch into a 30x magnifying lense. The microscope easily snaps over the device’s camera lens, and the camera will automatically adjust to focus in on cool microscopic discoveries such as follicles of hair or microprints on money. Users ages 5 and up can also capture photos or videos of their magnified findings with the existing capabilities of the camera.
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Scanimalz, from Wicked Cool Toys, combines plush, technology, and mobile gaming. Kids ages 3 and up can collect more than 30 plush characters and download the free, corresponding iOS or Android Scanimalz app to scan the QR codes on the Scanimalz’s belly. Within the app, kids can play games, track their collections, earn points, and work their way up the leader board. Kids can scan daily for bonus points, extra Scantasy Spins, and hidden reveals. Each Scanimalz has different abilities and point-value power within each game.
The Disney Creativity Studio, from eKids, features a “smart” stylus that magically transforms into a pen, marker, or crayon for an immersive art experience on the iPad. Through activities and coaching from a real Disney artist, kids ages 4 to 8 can draw and color their favorite Disney characters to create their own customized Disney artwork. Users can download the free Disney Creativity Studio app and let the artistic adventure begin.
MARCH/APRIL 2013
International Toy Industry
Toy Talk
What toy retailers have to say about the importance of trade fairs and how the UK cold weather has affected business.
from the editors of Toys 'n' Playthings, UK member of the International Toy Magazine Association
Neil Waite, Captain Neil’s Toy Chest Which fairs did you go to? Which was your best and why? I went to the Nuremberg International Toy Fair and I would say it’s very important to go to make sure you see the new lines and get to see what’s coming out within the upcoming year. What products have you seen at the fairs that stood out? The Turtles (TMNT) have stood out for me so far this year. I actually got them just in time on the launch day before Christmas and they have been really good for me. Are outdoor toys, games and puzzles, or kitchen roleplay products popular for you? Wooden play food is very popular for us and we’re also about to get a wooden food market stall. I also have superhero kites; I am hoping they are going to be popular as I have only just gotten them in. We do all the Ravensburger and Jumbo puzzles and they are popular with adults. I can’t keep up with jigsaws really. If you were a child today what would you be nagging your mum for? Anything from the Turtles range.
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Michael Young, Kids Play NI Which fair was your best and why? It was the first year I have been to Nuremberg International Toy Fair. I only started my business last year and I went to get a feel for suppliers and for a lot of the products I was interested in. It was a great day. It was very helpful and had a great atmosphere. What products have you seen that stood out? I was interested in the ride-on toys and also I had chat with re:creation, which was good. There is a lot of other stuff that was amazing but not really in my line of business. If you were a child today what would you be nagging your mum for? Probably an iPad. That’s what my two kids are nagging me for at the minute and they are 4 and 6 years old.
Max Raymond, Play Merrily Toys
Which fairs did you go to? Which was your best and why? I went to Spring Fair at the NEC and my wife, who is my business partner, went to Nuremberg International Toy Fair. I think for us it’s important to go for two reasons: It is an
THE TOY BOOK • 79
International Toy Industry opportunity to meet our suppliers once or twice a year—some we see regularly and some we only see at the fairs—so for me that is the main objective of the fair, to see people and catch up. And also, to see what new products they have got. We get the catalogues but it is good to see it in the flesh. We also go looking around at things we have missed and new opportunities. Does the snow bring in more or less sales? I’d say bad weather improves sales, but more the rain than the snow. I definitely think poor weather over a weekend makes sales go better and we’ll have a busy Monday. If you were a child today what would you be nagging your mum for? Going by my kids, an iPhone. I think the craft side has longevity. I like HAMA, and that has remained strong for the past few years. Our kids still play with it even though they are 12 and 10 years old. Lego always has an everlasting appeal.
Jane Kiddiroo
Kenyon,
Which fairs did you go to? Which was your best and why? We only went to Spring Fair this year. We do usually go to Toy Fair, but unfortunately my colleague broke her leg so we weren’t able to make it. Spring Fair was fantastic for us though; we got some amazing new suppliers and saw some new products in categories that we really wanted to strengthen in-store. What products have you seen that have stood out? We found some great craft kits and jewelry making kits, which I think the girls are going to love. We also got some new science-type kits which allow kids to do little experiments and things like that. There’s just so much at Spring Fair that it’s hard to single out any one thing, but you can hardly complain about finding too much bad stuff can you. Are outdoor toys, games and puzzles, or kitchen roleplay products popular for you?
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We have some outdoor stuff just waiting to come out when the weather improves. The majority of our outdoor offerings are Melissa and Doug products, which we love, and they look so good together on display in the shop. The products range from gardening toys, to catch games, to sandpit moulds. They sell really well for us, but there’s nothing we can do if we have a wet summer. Does the snow bring in more or less sales? Less, I think. People just don’t want to go out when it’s snowing. We don’t stock any toys that really take advantage of the snowy weather, so although it looks beautiful and picturesque, it doesn’t do much for business.
Mandy Richards, The Honiton Toy Shop
Which was your best fair and why? We went to Toy Fair at Olympia and Spring Fair at the NEC. There was such a great atmosphere at Olympia this year; everyone was switched on and smiley, and it just makes the whole experience that much better. It makes a real difference when people actually look like they genuinely want to be there. It was the best show in years. What products have you seen that stood out? We got some good bits at Spring Fair—some arts and crafts products, which we sell a lot of. Spring Fair is great for us as a smaller retailer because we like to find unique products that might not strictly be classed as toys, but inject some excitement alongside what we already offer. Are outdoor toys, games and puzzles, or kitchen roleplay products popular for you? We do have some kitchen role-play products but they haven’t done massively well. They’re good products but a lot of our customers are tourists and that kind of stuff just doesn’t sell massively well to that kind of customer. We stock some outdoor toys as well—scooters and Swingball sets and other similar products. They do a lot better for us, but we’re only a small store so we can’t stock a huge range of big products like that. Does the snow bring in more or less sales? Definitely less. Because we’re only a small town, if people can’t get in to us then we can’t sell anything. If you were a child today what would you be nagging your mum for? Probably something from Papo—they’re so lovely. There’s something so old-fashioned and traditional about them that offers the chance to use your imagination. ■
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