COLLECTIBLES UNVEIL
A BIGGER, BETTER REVEAL New collectibles focus on the duality of toys. by MIRANDA SIWAK, editorial assistant IT’S ALL ABOUT THE SURPRISE INSIDE. Toys need to be more than just a simple, shelf-worthy figure to pique kids’ interest. Whether there’s a mystery surprise inside, a blind bag package to unbox, or an extra activity to play, it’s no longer just about the collectible figurine or the surprise reveal inside, but rather an even bigger reveal that supports continued play value. As part of last year’s trend of “radical reveals,” kids unboxed collectible toys and uncovered a unique surprise that added to the play experience with a one-and-done reveal. MGA Entertainment has dominated this category and stayed ahead of this trend with its popular L.O.L. Surprise! dolls. This line brought a new way to collect dolls as kids unwrap mystery packaging to unveil multiple accessories and a doll hidden inside. In fact, according to the NPD Group, L.O.L Surprise! was three times larger than the next popular collectible in the market. Since it’s all about bigger and better surprises, especially given that most collectibles already come in a blind package, what’s next? What differentiates one collectible from the others in the market? The answer: Slime, confetti, glitter, sand, or other tactile surprises hidden inside that kids can touch or feel. Not only do most of these toys still feature a blind bag component for kids to unwrap, but upon opening, kids discover an extra layer of play as well. Think of the confetti in Spin Master’s Party Popteenies, the slimy goo coating Mattel’s Breakout Beasts, and the sand surrounding MindWare’s Dig it Up! Dragons. These extra tactile surprises enhance the reveal and give kids an additional activity for more play value. “Tactile appeal is ultimately key in this category. Without that, it is tough to succeed. However, toy companies also need to be
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create extra tactile elements or wary of not overcomplicating things,” additional play sets for kids to Brand Kids of CEO Reece, says Steve engage in imaginative play with conducted has company “Our Insight. the characters they collect. and groups, focus 1,200 than more successful most the THRILL OF THE MYSTERY collectible toys we Collectibles are hardly a new often are tested adults have long comtrend; simplest. the piled toys and merchanneed just They dise on a shelf to view compelling be to and collect, with touch, of terms in no intention to play and visuals, them. Alterwith matrix.” character natively, kids have Finding a grown to expect more Treasure X Aliens, compound inside from Moose Toys Collectibles — playtime. of out role key a plays also much like other toys — have shifted to reflect in the unboxing process, and new changes in the market, adding play value gives kids the first element to discover. With to keep kids entertained and to validate the even more ways to play, kids keep coming spend for parents. back again and again. Currently, the unboxing trend is at the “By combining another popular element forefront of today’s culture. Thanks to Youto an already popular toy, you can extend Tube and its popular unboxing videos, kids the life cycle of that trend,” says Nick Tarzia, can watch the excitement that comes from owner of retailer Stamford Toys based in discovering what’s inside on screen and enjoy Stamford, Connecticut. “It also adds value to replicating that in reality. the product for the purchaser.” Adding to the excitement, certain hidden Collectible toys themselves have figures are more exclusive, coming in rare transformed into a more developed and super rare versions so kids want to keep experience, too. collecting. “It’s not just an unboxing experience, it’s “That thrill lies in the mystery,” says not just a physical reveal of a figure, but it’s Lindsey Scheftic, vice president of marketing part of the storytelling,” says Kotomi Nanfor Skyrocket. “Part of [the] fun for kids is jo, director of global marketing for girls at that they love the process of opening and reMoose Toys. “Treasure X Aliens is a good vealing, and that anticipation of what you’re example; the end product is not just a figure, going to get.” but it leads into a larger story that’s being delivered through webisodes. You don’t just COLLECT FIRST, THEN PLAY get a figure to display, you get to play out a Collectibles now also focus on multiple story with it.” ways to play, with even the packaging beThe idea that a collectible can be more coming part of the toy. than just a figure on a shelf is transformng “I think children’s play patterns really the category, with toy companies working to
THE TOY BOOK | MARCH/APRIL 2019 | toybook.com