May/June 2019 by The Toy Book

Â®

ASTRA MARKETPLACE & ACADEMY 2019: THE HOTTEST SPECIALTY TOYS AT THE SHOW

CHATTING WITH THE INDUSTRY: TALKIN’ TOY TRENDS & NEW STRATEGIES

SHOW TO SHELF:

TOY COMPANIES DUPLICATE MAGICAL ON-SCREEN MOMENTS WITH PRODUCTS IN REAL LIFE

A GROWING MARKET: GRANDPARENTS MAKE NEARLY $7 BILLION IN ANNUAL TOY PURCHASES

may/june 2019

Volume 35, No. 3 — Published by Adventure Media and Events LLC

DEPARTMENTS 12

Editor’s Viewpoint

Marketing Memo

110 Euromonitor

Industry Update

HoliDAY of Play

113 Industry Marketplace

Toy Association Update

108 Of Counsel

ASTRA’s Insights

114 Flashback: May/June 1999

Group Publisher Jackie Breyer jackie@toybook.com Managing Editor Maddie Michalik maddie@toybook.com Senior Editor Marissa DiBartolo marissa@toybook.com Senior Editor Sierra McCleary-Harris sierra@toybook.com Senior Editor Ali Mierzejewski ali@toybook.com

features 18 Tariffs and Toys The U.S. and China continue to clash, with the future of play in the balance.

90 Wonder Works Launches Melissa & Doug Play Zones Kids can "Take Back Childhood" with hands-on, tech-free play.

20 Learning to Stand Out What Sets Products Apart on Amazon and Walmart

92 TV Takeover Show to Shelf: Bringing On-Screen Moments into the Real World

24 A Gift From Grandma and Grandpa Specialty stores create that special touch for the growing grandparent shopper segment. 28 From Idea to Reality How Toy Inventors Turn Their Ideas Into Real Products

94 Sesame Street Celebrates 50 Years With new collaborators, Sesame Workshop keeps an icon fresh for kids and kidults alike.

95 Licensing Expo A Look at This Year's Top Kids' Entertainment Properties 104 King of the Ring Find out how WWE's theatrical-sports hybrid juggernaut is dominating the toy industry.

Senior Editor James Zahn james@toybook.com Associate Editor Jacqueline Cucco jc@toybook.com Assistant Editor Madeleine Buckley mbuckley@toybook.com Editorial Assistant Victoria Rosenthal victoria@toybook.com Editorial Assistant Miranda Siwak miranda@toybook.com Art Director Joe Ibraham joe@toybook.com Production Director Bill Reese bill@toybook.com

32 Chatting with the Industry Q&A Retailers and manufacturers discuss trends and the challenges of the evolving specialty toy industry.

Account Executive Patrick Kennerly patrick@toybook.com Controller/Ofﬁce Manager Lori Rubin lrubin@adventurepub.com

44 ASTRA Marketplace

The Hottest Toys Exhibiting at the Show

U.S. Corporate Headquarters President Laurie Schacht laurie@toybook.com

Pengi the Penguin, from Beverly Hills Teddy Bear Co.

Adventure Media and Events LLC 307 7th Avenue, #1601 New York, NY 10001 Phone: (212) 575-4510 Fax: (212) 575-4521

The Toy Book Volume 35, No. 3 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media and Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2019 Adventure Media and Events LLC. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in USA. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Media and Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media and Events LLC., 307 Seventh Ave., Room 1601, New York, NY 10001 or e-mail bill@toybook.com. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.

Member, International Toy Magazine Association

EDITOR'S VIEWPOINT

SPECIALTY TOY STORES ARE STRONGER THAN EVER by MADDIE MICHALIK, managing editor THERE IS NO SUBSTITUTION FOR WHAT specialty retailers provide to the toy industry. Local toy stores hold communities together, offer hands-on experiences to consumers, and are only growing more successful with the absence of Toys “R” Us. While online shopping is convenient and we’re all guilty of ordering something for next-day delivery (or same day — just me?), consumers still crave the classic toy store experience, and specialty retailers are delivering. They provide intimate product demos, host events that get the whole community involved, and are coming up with new ways to offer a variety of products to their customers. They’re also the first ones to pick up on trends and growing segments of the market, such as the increase in grandparent shoppers. Read more about this uptick from Associate Editor Jackie Cucco on page 24. These themes speak to the power the specialty division has on the toy industry, and they especially rang true when I spoke with seasoned specialty toy retailers and manufacturers for our Q&A, beginning on page 32. They share valuable perspectives in the specialty toy marketplace as we cover topics such as how the specialty toy industry is evolving, trends and holiday predictions, and new business strategies. But something that will affect all manufacturers and retailers alike is the potential 25% tariff on imports from China. At press time, toys were still among the thousands of items on the list. The entire industry is waiting with bated breath as the issue looms over everyone’s heads, with organizations, including The Toy Association, fighting for toys to remain off the latest proposed list. This potential import tax would not only deeply affect the toy industry, but also the cost of living for consumers in general. Read what Senior Editor James Zahn has to say on page 18 to stay informed, and keep up with the latest breaking updates on toybook.com. As we head into the second half of the year, be sure to check out our special12 THE TOY BOOK | MAY/JUNE 2019 | toybook.com

ty toy showcase (starting on page 44), featuring broad coverage of some of the great new products on display at ASTRA’s Marketplace & Academy. If you’re heading to Pittsburgh this year, be on the lookout for our team on the show floor, and make sure you say hello! Licensing Expo took place in Las Vegas June 4 to 6, and in this issue, we highlight some of the best new kids’ properties from the show on page 95. Speaking of hot kids’ properties — ever wonder how the heck manufacturers create spot-on merchandise that coincides with TV shows? On page 92, Senior Editor Sierra McCleary-Harris breaks down the process of how entertainment companies seamlessly work with toy designers to develop these

products. Also read about how Sesame Street is celebrating its big 50th anniversary this year (page 94), and how WWE is dominating outside of the ring and is a property to watch this year (page 104). I sincerely hope you enjoy this issue of the Toy Book, and I welcome any feedback and thoughts on our issue. Send over an email, or tweet at us @ToyBook. We’d love to hear from you! » Maddie Michalik is the managing editor of the Toy Book and senior editor of the Toy Insider and the Pop Insider. She reports on new products and toy industry trends, and has been featured on broadcast TV segments in the U.S. and Canada. Contact her at maddie@toybook.com.

INDUSTRY UPDATE

LEGO ENTERS THE UPSIDE DOWN WITH STRANGER THINGS SET

The Upside Down is a 2,287-piece deluxe play set that comes packaged in 11 bags, so fans can build the real world and the Upside Down at once. Based on the Netflix original series, the Byers’ house includes eight Stranger Things minifigures — Eleven, Mike Wheeler, Lucas Sinclair, Dustin Henderson, Will Byers, Joyce Byers, Chief Jim Hopper, and the Demogorgon — each with iconic details, such as Dustin’s Waupaca, Wisconsin, T-shirt and Eleven’s Eggo waffle. Additionally, the set comes with Chief Hopper’s police cruiser. When flipped to the Upside Down, the mirror image of the house is vine-covered and dilapidated. »

LIMA REBRANDS AS LICENSING INTERNATIONAL

The Licensing Industry Merchandiser’s Association, known to most as LIMA, became Licensing International ahead of this year’s Licensing Expo in Las Vegas. Its new name, identity, and visual language are designed “to better reflect the current state of the licensing industry and where it’s headed in the future.” In the Licensing International space at Licensing Expo, attendees will experience a new configuration that brings together information, meeting space, and — for the first time — the educational offerings of Licensing U. The refreshed organization is placing renewed importance on its key goals: fostering the growth and expansion of licensing globally, raising the level of professionalism of licensing practitioners, and generating greater awareness of the benefits of licensing in the business community at large. »

THE TOY ASSOCIATION TO TRUMP ADMINISTRATION: "DON'T TAX TOYS"

As the real threat of the administration’s proposed 25% tariffs on more than $300 billion in Chinese imports looms, The Toy Association has estab-

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

lished a website (donttaxtoys.com) with information on how such taxes will hurt American families, jobs, and businesses — ultimately threatening the stability of the $28 billion American toy industry. The Toy Association breaks down three key points that everyone following the trade talks should be aware of: 1. Tariffs are taxes that are paid for by American families, businesses, workers, and communities, not by other countries. They are paid here at home. 2. Tariffs that have been imposed so far caused U.S. businesses to lay off workers, raised prices for consumers, hurt American farm exports, and threatened an otherwise productive economy. 3. The tariffs on toys would reach directly into the pockets of American families in the form of higher prices and reduced choice and availability. »

HAMLEYS TOY STORE GETS NEW OWNER

Last fall, not long after FAO Schwarz returned to New York City with a new ﬂagship store, the toy industry was buzzing with news that another icon might be plotting an outpost in the Big Apple — Hamleys. A UK staple with a lineage that dates back to 1760 when William Hamley opened “Noah’s Ark,” the retailer was said to be nearing a deal

to open a two-story U.S. ﬂagship at 2 Herald Square. Sources said that the deal was expected to close early this year with a target opening in 2020. Now, Hamleys has a new owner. In May, Mukesh Ambani’s Reliance Brands Ltd. acquired Hamleys Global Holdings Ltd., which operates 167 stores across 18 countries. In India, Reliance holds the master franchise license for the retailer, operating 88 stores in 29 cities. »

PARTY CITY CLOSES STORES, BUT NOT BECAUSE OF HELIUM

Party City will close 45 stores this year, but — contrary to some reports from early May — the closures are unrelated to a shortage of helium. The New Jersey-based party goods and toys retailer will close more stores than usual, and there is a global helium shortage. However, the two have little, if anything, to do with one another. “It’s important to note that Party City’s decision to close an increased number of stores in 2019 is completely unrelated to the global helium issue," says Party City CEO James Harrison in a

STAY CONNECTED! @ToyBook

statement. “These are two separate topics, the latter of which we’ve made significant in-roads in addressing. The decision to close 45 stores in 2019 is part of our network optimization process focusing on maximizing store performance on a market basis. We believe that the opportunity to recapture much of the business conducted in the closed stores in other Party City locations within the market will provide for overall improved profitability for our company. It is also important to note that most of the stores being closed were themselves profitable on a stand-alone basis.” »

MATTEL ENTERS EXPANDED AGREEMENT WITH DISNEY FOR NEW PIXAR TOYS Mattel Inc. expands its global licensing agreement with Disney to design and develop toys inspired by characters from all Pixar Animation Studios’ film properties. The news came ahead of Disney•Pixar’s Toy Story 4, for which Mattel serves as the master toy licensee. The updated agreement includes next year’s Onward, plus a host of films from the Pixar catalog, including Coco, The Incredibles, Monsters, Inc., Finding Nemo, and others. Mattel’s licensing rights in North America, Europe, Latin America, Australia, and New Zealand include a range of products, such as action figures, miniature and novelty figures, plush, and play sets, available beginning next May. »

FYE, TOPPS PARTNER FOR GARBAGE PAIL KIDS CONSUMABLES LINE

The Garbage Pail Kids‘ resurgence continues with a new collaboration between FYE and the Topps Company. The companies will offer the Garbage Pail Kids (GPK) brand’s first consumable offerings, including cereal — described as “Crazy Crips with Marshmallow Barf Bits” — chocolate bars, and energy drinks. The FYE GPK collection will also feature officially licensed apparel and collectibles. »

TOY ASSOCIATION UPDATE

TOY ASSOCIATION FOSTERS MEANINGFUL PARTNERSHIPS Inﬂuencer Collaborations Are Key to Success

by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association THE TOY ASSOCIATION’S TOY FAIR New York welcomed a rise in influencer attendees this year, with more than 100 YouTubers, Instagrammers, and other social media personalities attending the February show. “Influencers recognize the value of attending Toy Fair and are leveraging the show to announce partnerships with toy brands, unveil new toy lines, and forge relationships,” says Ken Seiter, executive vice president of marketing communications at The Toy Association. This is just the tip of the iceberg when it comes to the important and evolving relationship between influencers and the toy industry, which is why The Toy Association is stepping up its year-round efforts to provide members with actionable information as they design and own their influencer strategy. “What’s exciting about the influencer landscape is that there is something out there for every brand and budget,” Seiter adds. “As influencer marketing continues to evolve, there are so many opportunities for toy companies to promote their brands and connect with kids and families.” The Toy Association designed the following resources and activities to help toy companies engage with influencers in a meaningful way. • The Toy Asssociation recently held a webinar called “Beyond ‘Unboxing’: How to Get the Most Out of Influ-

encer Marketing," now available in the “Webinars” section of its website (toyassociation.org). The session explores a range of topics from how to find and choose appropriate influencers to partner with to how to design a successful influencer program. • Working with trendhunter.com, The Toy Association published a trend report that helps toy companies determine whether or not an influencer partnership makes sense for a brand. Available to download from toyassociation.org, the report covers influencers who appeal to millennial consumers, influencer subscription services, niche media platforms, and more. • A new initiative at Toy Fair Dallas (Oct. 2 to 4) helps exhibitors promote their brands with online influencers. During last year’s inaugural Blogger Breakfast, toy companies had a chance to give product demos and connect with local toy influencers in

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

search of the hottest toys for the holiday season. Details about this year’s inﬂuencer activity will be announced at toyfairdallas.com. The Toy Association will continue to track inﬂuencer trends and develop new activities and resources to help toy brands connect with the right audiences. Questions and comments on these initiatives should be directed to Adrienne Appell, senior director of strategic communications at The Toy Association (aappell@ toyassociation.org). »

As The Toy Association’s senior communications specialist, Kristin Morency Goldman leads the development of content for the Association’s print and online communications. Her articles on toy trends, toy safety, and industry news can be found in trade and consumer publications around the world. She holds a master’s degree in media, culture, and communications from NYU.

ASTRA’S INSIGHTS

THE MAN IN BLACK

The Legacy of Lifetime Achievement Winner Beau James by KIMBERLY MOSLEY, president, American Specialty Toy Retailing Association WHEN TOY INDUSTRY VETERANS share memories of the late Beau James (1943-2019) — recipient of this year’s American Specialty Toy Retailing Association (ASTRA) Lifetime Achievement Award — you hear the same warm words over and over: legend, mentor, friend, big-hearted, larger than life, passionate, sparkling personality, ethical, knowledgeable, and of course, champagne. “Beau was one of a kind,” says toy industry consultant Linda Breler, who worked closely with James for more than 35 years. “He combined his razor-sharp business acumen with an enduring commitment to quality toys and to living life to the fullest.” A MASTER BRAND BUILDER For many, James was the “doll guy” — a reputation that started in his early days with International Playthings, then as the distributor of Sasha dolls by Trendon Ltd., and continued during his tenures with Madame Alexander Doll Co., Gotz, and Corolle. More recently, he was the managing director of KidSource, a distribution company that brings quality European products to the U.S. market. “Beau had a terrific eye for product and an innate love for toys,” says retired industry veteran Ted Kiesewetter. “He came along when specialty started to blossom — that moment when part of the industry moved away from toy guns and ovens sold ‘as seen on TV’ to higher quality toys that support healthy development for kids. Beau was a master brand builder, fueled by his great imagination, strong marketing skills, and unwavering support of sales representatives and specialty retailers.” Perhaps early play experiences contributed to James’ talent for spotting great product. He recognized the power of play and the need for manufacturers and specialty retailers to bring high-quality, well-designed, and developmentally appropriate toys to children everywhere. “When it comes to what makes spe-

cialty special, and why that’s so important for kids, Beau understood that connection deeply,” says Dee Farrell, vice president of marketing at Hape International and chair of the ASTRA board of directors. “We were so lucky to have him as a colleague who shared the vision ASTRA embraces for playful, healthy childhoods full of happy memories for all kids.” BRINGING PEOPLE TOGETHER James also had a deep understanding of channel relationships and skill in balancing competing interests so a brand could get the marketing support it needed. “He knew that all three parties — manufacturers, sales representatives, and specialty retailers — needed to be at the table so everyone would understand their role in making a brand successful,” says Thomas Kaeppeler, president of Ravensburger North America. “Beau navigated this to perfection, leaving every party feeling their concerns were heard and their interests were represented.” With his penchant for dressing in an all-black palette, James was a sartorially distinctive fixture at Toy Fair New York and ASTRA’s Marketplace & Academy. “He always had a smile on his face,” says Christine Blumberg, sales representative at Roberts Blumberg Giacobbe,“and he was always happy to see you whether you were a friend, a business associate, or a neighbor in the next booth.” LOVE OF LIFE, ARTS, AND CULTURE No story about James would be complete without mentioning his love for traveling, lingering meals with friends, and popping a bottle of champagne. “One life lesson I learned from Beau, in addition to what he taught me about the toy business, is that champagne is not just for special occasions,” Breler says. James was known for serving champagne in his Corolle booth to support the French brand. “I was always modeling after Beau, so I tried serving beer and pretzels

Beau James

to support my German brand,” Kaeppeler says. “It didn’t last long. Apparently, my menu and style did not have the panache that Beau brought to the idea.” A LIFETIME ACHIEVEMENT HONOREE James’ involvement in ASTRA traces back to its earliest days. From the beginning, he embraced ASTRA as a way to help specialty retailers prosper in a competitive environment. Over the years, he served on the board of directors and was consistently supportive as a corporate sponsor. Breler and David Hesel, owners of the Toy Shop of Concord in Concord, Massachusetts, presented the ASTRA Lifetime Achievement Award to James shortly before his death on April 9. “Beau was so honored,” Hesel says. “He was absolutely thrilled and amazed to receive this award, but probably he was the only ASTRA member who was surprised. It was so well deserved and long overdue. The impact Beau had on all of us in the industry will never be replicated.” »

Kimberly Mosley, president of the American Specialty Toy Retailing Association, is an experienced, award-winning, results-oriented association executive with a long track record of success in managing association operations, developing innovative programs, and growing revenue.

toybook.com | MAY/JUNE 2019 | THE TOY BOOK 17

TRADE WAR

The looming threat of tariffs on toys is anything but child’s play. by JAMES ZAHN, senior editor IF NO NEWS IS GOOD NEWS, THEN the past few months were decent — if not filled with a welcome, yet somewhat uncomfortable, silence regarding trade talks between the U.S. and China. Following last year’s move to impose a 10% tariff on $200 billion in Chinese imports, companies and consumers were left hanging with the possibility of further tariffs looming on the horizon. That was, of course, until May 10, when President Donald Trump instructed officials to move ahead and increase the duty to the long-threatened rate of 25% on the previously taxed imports. At press time, the rate and categories are holding firm, but it’s inching toward the bigger threat that “list four” goes into effect — including thousands of new items that will sweep up nearly every Chinese import not previously hit with the 25% duty. Should that happen, not only will the toy industry be hit hard, families in the U.S. will face a nearly across-the-board cost of living increase. If anyone doubts that the increased cost for importers will be passed on to consumers, they need to look no further than to the world’s largest retailer for an answer. “Increased tariffs will lead to increased prices for our customers,” says Brett Biggs, executive vice president and chief financial officer at Walmart, during the retailer’s first quarter earnings call. CAPITAL VS. CONSUMER GOODS Thus far, most of the items subject to an additional duty are in the capital goods range — materials being imported for use to create finished goods. Quite simply, consumers haven’t yet taken much of a noticeable hit, but the impact is coming. The increased cost of overseas materials is causing an unintended ripple effect that the administration may not fully grasp. William Hare is president of Little Colorado, a company that produces handcrafted, heirloom-quality toddler furniture, including toy boxes, bookcases, and table and chair sets. At its facility in Denver, 18

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

Little Colorado typically employs 16 to 20 people, and the company has raised wages 16% over the past few years. Despite producing American-made products with an American workforce, Little Colorado is feeling the tariff pinch. “Raw materials have been going up for the past 18 months,” Hare explains. “Tariffs are only part of it. Pine and Baltic birch are also affected by worldwide demand, which is high — so I am told.”

Increased tariffs will lead to increased prices for our customers.

Even U.S.-based companies that have been sourcing raw materials domestically for years are getting hit on the bottom line, and every company’s approach on how to handle it differs. The increased cost of Chinese steel, for example, is creating demand for U.S. steel, which, in turn, is raising the price of the domestic supply. Longtime customers who supported U.S. suppliers are now getting priced out by some of the very companies who were previously buying from overseas. One of the most well-known examples in the toy industry is Crazy Aaron’s Putty World, whose putty is shipped packaged in steel pucks, which are domestically sourced. An added element of danger comes from any company that may take an opportunist approach to the tariffs by attempting to build profit into the already inflated cost. This is a discussion that picked up steam during Toy Fair season, when tariffs were still holding firm at 10% and toys were not yet on the table. “It’s not just lumber — hardware is all up 10% to 20%, and in this case they claim it is tariff-related, but I think that is as much an excuse as a solid reason,” says

Hare, whose company depends on metal hardware to bind its wooden furniture. “In other words, they are reaching for a larger increase than the actual tariff impact.” “There is no room to make profit on potential additional cost specifically related to a tariff,” says Jeremy Padawer, co-president and partner at Wicked Cool Toys, recommending that companies pass on the tariff alone. “No retailer or manufacturer should in good faith attach any profit margin onto tariffs,” he says. Walmart’s Biggs stresses the need to find balance between doing right by both customers and shareholders, noting the complexity on the retail side. “It’s very specific to individual items and categories, so it’s challenging, if not impossible, to make broad statements,” he said, noting that Walmart merchant teams have been instructed to begin mitigation strategies to lessen the tariff impact. Toymakers, like retailers, should be taking a serious look at alternative sourcing options for the long term. LOOKING AHEAD TO THE HOLIDAYS While uncertainty still hovers, if there’s a silver lining for now, it may be that many toys are already at sea, and accelerated shipments may get holiday toys into the U.S. before any new tariffs take effect. The National Retail Federation expects ports to remain unusually busy as we head into the summer months. Still, the administration continues to put forth a message that “China pays the tariffs,” and as any importer knows, that is completely false. “To be clear, any claims that tariffs are or will be paid for by China is a lie,” says Steve Pasierb, president and CEO of The Toy Association. “China is not paying these tariffs; rather, American families and U.S. companies are, through higher consumer prices and decreased profits.” Let’s hope a proper deal between the U.S. and China happens sooner rather than later. In a trade war, everyone stands to lose, and many already have. »

LEARNING TO STAND OUT What Sets Products Apart on Amazon and Walmart by ANDREW WABER, manager of data insights, Salsify A MAJORITY OF AMERICANS NOW prefer to buy toys online. To that end, in the year since Toys “R” Us closed its doors for good, Amazon and Walmart have stepped in to capture much of the defunct chain’s $11.5 billion in annual toy sales. Amazon reported a 30% year-overyear increase in toy sales during the latter portion of last year, and Walmart has similarly seen its toy sales help grow overall e-commerce revenue. If you’re a toy brand, driving increased sales on these major online retailers is critical to your short- and long-term profitability, and that means putting your products in the best position to win sales in these competitive marketplaces. An analysis of product content and sales performance across a combined 80,000 toys and games pages on both Amazon and walmart.com revealed more images, longer descriptions, more reviews, and a broader use of enhanced content (below-the-fold images, videos, and HTML branding) are associated with the top 10% of best-selling products. ENHANCED CONTENT MATTERS FOR TOY BUYERS Regardless of price, top-selling toys on Amazon and walmart.com were significantly more likely to have enhanced content when compared with poor-selling toys, or those ranking in the lowest 10% of sales. Consumers value the kind of rich media and product information contained in enhanced content to answer questions, build confidence, and compare products to competitors. To put your product in an advantageous position, roll out enhanced content on your product pages on Amazon or walmart. com, mostly for your highest-volume or highest-margin products. TOP SELLERS HAVE HIGHER REVIEW COUNTS Like the presence of enhanced content, review counts among top-selling toy 20

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

products were notably higher than those of poor-selling products. The degree to which this was the case varied signiﬁcantly between Amazon and walmart.com. As with most categories on Amazon, top-selling toy products on the site have an average of several hundred reviews, regardless of price point. On walmart.com, top-seller average review counts ranged from just 18.4 to 178.4. If your product only has a few dozen reviews on Amazon, it probably won’t compare favorably to competitors, and consumers have proven to be more likely to buy products with that extra degree of validation. However, that same number of reviews on walmart.com would potentially place your product among the more frequently reviewed toy products on the site, depending on the price point. There are many potential tactics for boosting review counts, and it’s worth testing to see which approaches work best for your brand.

INCREASE YOUR PRODUCT PAGES’ IMAGE COUNTS The average U.S. consumer expects six images on a product page, whether on Amazon or walmart.com. These preferences noticeably impact conversion performance in the toy category as you move up in price, but the average image count across top-selling products was signiﬁcantly higher than that of poor-selling products

across every price point studied. This kind of clear trend across both retailers, in conjunction with those rising consumer preferences, really underscores the importance of increasing your product pages’ image counts — particularly for any higher-priced toys. Keep in mind that the images don’t just need to be different angles of the same product. Top-selling toy product pages use in-image text to call out unique beneﬁts, show relevant product details, or demonstrate the product in use. Use imagery to drive home reasons why a consumer should buy your product. THE PRODUCT PAGE IS A TOY’S BEST SELLING OPPORTUNITY Using these stats to help get your product pages more in line with top performers is simply a ﬁrst step. Your product page needs to remain compelling over time — especially as the toy market makes its drastic shift to e-commerce. We didn’t study the impact of video or 360-degree product spins in this analysis, but those are the types of immersive product page experiences retailers are offering, and you should be testing them to stay ahead of competitors. For context, just two years ago, consumers wanted an average of three images on the product page, and now that number stands at six. Toy brands that treat online product pages as a key branding opportunity and put in the organizational processes for making their product page experiences consistently robust are going to be in a much better position to boost sales across these key online retailers that own market share for the category. » Andrew Waber is the manager of data insights at Salsify, a product experience management (PXM) platform provider. In his current role, Waber manages the analysis, editorial direction, and strategy for Salsify’s public-facing reporting on the online retail marketplace.

MARKETING MEMO

MAKING THE MOST OUT OF SUMMER TOY SALES Easy Ways to Market and Merchandise Summer Toys to Consumers by AMY OPHEIM, freelance marketing consultant THEY MAY NOT BE QUITE ON PAR with the holidays, but summer toy sales can make a meaningful contribution to your bottom line, too. With a little forethought and planning, you can easily inspire big-time summer sales — and it all starts with thinking like a parent. While parents purchase holiday toys with the intention of surprising and delighting the kids on their shopping lists, many make summer purchases with a different goal in mind. Whether you’re a manufacturer or a retailer, you can tap into summer sales by understanding that parents have some unique problems in the summer that you can help solve. SUMMER BOREDOM Who hasn’t heard “I’m bored” three days into summer break? Promote summer boredom-buster products — including solo games, craft kits, and outdoor activities — via in-store merchandising and signage, social media campaigns, and special events. After all, what busts boredom better than spending the day playing in the local toy store? You might even change your theme weekly: “Bust Summer Boredom with … Craft Kits!” one week, or “Bust Summer Boredom with … Games!” the next. Curate a compelling set of products for each theme, and be ready to talk about the features, beneﬁts, and long-lasting, summer boredom-busting abilities of each. PLUG-IN PARALYSES Many kids would be happy to ﬁll the summer hours texting, watching YouTube, or playing Roblox, Fortnite, or The Sims — but, many parents don’t love this. As it is, kids younger than age 10 spend almost 55 days in front of a screen each year, according to a survey conducted by Parents Magazine and insurance company Asurion in November. You can promote your non-electronic offerings as a means to get kids to unplug and engage with 22

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

friends and family, have some real-life fun, and maybe even learn a little something. Retailers should consider coordinating a weekly, in-store game day or Toy Test Tuesday to get kids off the couch and into your store trying out your favorite non-electronic offerings. Manufacturers should consider social media posts, blog posts, and newsletters that offer ideas and products that encourage unplugged play at home.

You can easily inspire big time summer sales, and it all starts with thinking like a parent. SUMMER SLIDE Speaking of learning, many parents are concerned about the summer slide. Kids lose roughly 2.5 months’ worth of reading and math skills over the summer, which can add up to two years of learning lost by the time kids reach middle school. Parents are looking to put a stop to the slide, and they’re willing to spend to prevent it. Toys and games that slip in some academic practice or encourage and reward curiosity are an easy sell during the summer. Think science kits, handheld math quizzes, and even strategy games. Your buyers are familiar with the term “summer slide,” so go ahead and use it. Send weekly tips to stop the summer slide, create a section in your store ﬁlled with educational products, and feature both on your social channels. TRAVEL TROUBLES Keeping kids entertained on long drives, ﬂights, and hotel nights is another summertime pain point for parents. Portable products, such as magnetic travel games, art sets, sticker books, and dressup dolls, are great for summer travel. Why

not offer a Travel Trouble Giveaway at the start of summer, filled with toys and games perfect for families on the go? You can promote one product per week, share reviews from parents who’ve brought it on vacation, ask for photos of parents’ favorite travel toys, or create a hashtag specific to your store or brand, such as #EndTravelTroublesWithTomsToys. SEDENTARY SUMMER Some kids are natural movers and shakers. From Slip ‘n Slides and swimming pools to scooters and rope swings, you wouldn’t be able to get these active kids to sit still in the summer if you tried — others, not so much. Many parents worry that kids aren’t getting enough exercise without school recess and PE class. You can promote fun outdoor play products and vehicles to help inspire kids to get up and moving. Try hosting a monthly challenge in store or online, in which kids track their movement minutes in exchange for a prize. Again, be sure to ask for images to share on social media using a custom hashtag you create just for your brand or store. It’s not too late to kick off a short-lead summer marketing campaign. Give some thought to the tools at your disposal — whether you send emails, post on social media, create merchandised sections with signage, or host special events. Such ideas can address parents’ concerns, including that their kids have fun — which is a great way to move product in the summer. » Amy Opheim has more than 20 years of experience creating copy and content that compels consumers into action. She has served as director of marketing for several mid-sized toy companies and worked with dozens of manufacturers as a consultant, from start-ups to high-profile brands. Learn more at linkedin.com/in/ amy-opheim.

HOLIDAY OF PLAY

THE SEASON'S HOTTEST TOY EVENT HAS A NEW VENUE THE TOY BOOK AND THE TOY INSIDER PRESENT TWO major press events in New York City each year: Sweet Suite, held on July 24 at Pier Sixty, and HoliDAY of Play, which will be held on Sept. 18 at a new venue — Current at Pier 59. Sweet Suite, which is celebrating its 10th anniversary this year, is a powerful way to get your hot new products in front of the most influential consumers and top-tier press in the country. Known as the Biggest Night of Play, Sweet Suite will welcome more than 350 members of the press, YouTube creators, and digital influencers. They’ll connect with more than 80 toy brands face to face and get hands-on with the hottest toys and games of the season. At HoliDAY of Play, more than 120 members of the media, top bloggers, and YouTube personalities will be in attendance to get hands-on experience with the best toys and gifts for the holiday season. They will be the first to see the Toy Insider’s Hot 20, Top Tech 12, and STEM 10 hot holiday toy picks, as well as meet with key toy manufacturers to chat and play with all of the toys on display. Guests at both events will enjoy delicious food and cocktails, all while getting a first look at new product reveals and making new industry connections. Last year at HoliDAY of Play, guests enjoyed one-on-one time with representatives from more than 20 of the hottest kids’ brands and properties on the market, including VTech, LeapFrog, Just Play, Crayola, Mattel, HEXBUG, LEGO,

WowWee, Spin Master, Bonkers Toys, Thames & Kosmos, Moose Toys, and more. Attendees never leave empty-handed! Each member of the media takes home an enormous swag bag from the HoliDAY of Play event, sparking a resurgence in social media impressions and ensuring influencers and journalists have products on hand to review and share with their followers. The What’s Poppin’ Lounge, sponsored by the Pop Insider, also returns this year to both press events, with a wide array of pop culture products from companies that #fuelyourfandom. Cosplayers and products featuring entertainment brands that fans love will fill the lounge with geeky goodness. HoliDAY of Play is the perfect place to show off new products to influential media as the holiday season kicks off. For more information about these events, contact Jackie Breyer (jackie@ toybook.com) »

toybook.com | MAY/JUNE 2019 | THE TOY BOOK

A Gift From GRANDMA GRANDPA AND

Specialty stores create that special touch for grandparent shoppers. by JACQUELINE CUCCO, associate editor

The NPD Group/Consumer Tracking Service (U.S.)/12ME June 2018

IF ONE THING’S A GIVEN IN LIFE, IT’S that grandparents know how to spoil their grandchildren. Kids everywhere are in luck because grandparents account for more than a quarter of total U.S. toy industry sales, spending nearly $7 billion on toys in the 12 months ended last June, according to the NPD Group. And this segment will continue to grow as more millennials become parents. Tons of specialty retailers are using this growing market to their advantage with special programs and events tailored to grandparent customers. Kiddywampus, a specialty toy retailer in Minneapolis, launched Lee & Olive’s Grandparents Group this past April, a monthly gathering for grandparents and their grandchildren featuring interactive events, such as story time, toy testing, and art projects. “Grandparents are among our favorite

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

customers and the reason that I love them so much is because when they come in the store, they are really interested in spending one-on-one time with their grandchildren,” says Amy Saldanha, owner of kiddywampus. “But we also were ﬁnding that grandparents want to connect with each other, and so we’re creating this community of grandparents.” Membership is free, and even grandparents who don’t have local grandchildren can participate — all members get 10% off any product in the store anytime they shop. “As a specialty toy store, we have a huge advantage in that we can create that magical experience that no one else can,” Saldanha says. “That is what we do every single day, and that’s what grandparents want with their grandchildren; they want that magical, special event. They want to

be the grandparent that knows where the fun store is and can take their grandchildren and just have a blast. They are our ideal customers and to that extent, we, as positioned, independent toy stores, can respond to that like no other store in any other market.” Learning Express, a specialty toy retailer with more than 100 locations in the U.S., supports grandparent shoppers with discounts, events, and product recommendations. Most of the stores offer a 10% discount to grandparents, and some locations recognize Grandparent Appreciation Day with a free gift with purchase, as well as special events, such as “grandma and me” story time and crafts. The staff can help grandparents build a “Grandparent Survival Kit” ﬁlled with age-appropriate toys to have handy when their grandchildren come over. Learning Express’ upcoming fall events include dropping off catalogs at senior centers, clubhouse presentations to grandparents in “55+ communities,” and personal shopping experiences for the holidays. Who’s Toy House in Rapid City, South Dakota, helps grandparents keep track of their grandchildren’s most-wanted items in the store with a wish list for birthdays and holidays. The store is located next to a local bookstore that has a weekly story time, after which kids are invited to the toy store to try out new products and play while grandparents can grab coffee and treats. “Grandparents bring their grandchildren in and have a play date and story time together,” says Somer Kinsburg, owner of Who’s Toy House. “Grandparents appreciate being able to have their grandchildren spend time with each other, and parents love the break. It is a win-win for everyone.” Roger Bildsten, founder and CEO of Hip Hooray LLC, curates Grand Grand-

parent (grandgrandparent.com), where he writes about the role of grandparents in the play category, in addition to leading workshops, panels, and focus groups to help businesses improve their grandparent customer strategy. Businesses need to pay attention to the specific interests and concerns of grandparents in order to benefit. “Try to put yourself in their shoes and remember that this is not a one-size-fits-all market segment,” Bildsten says. “Grandparents can be modern and affluent or nostalgic and frugal, for example. What they have in common is that they all care about kids.” He divulges some tips on how businesses can pay better attention to the grandparent factor: “1. Recognize that grandparents are a specific and considerable component of your revenue stream; 2. Accept that there are many sub-components of the grandparent category; 3. Develop a plan to communicate with these segments; and 4. Realize that you need them — and they need you.” Don’t underestimate the power of grandparent shoppers because it’s a customer base that’s not going anywhere. 26

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

That's what grandparents want with their grandchildren; they want that magical, special event.

“Our over-60 population is a growing share of the general population, and that trend will continue,” Bildsten says. “However, I’d suggest that rather than being a growth spurt, it’s more that we are now starting to pay better attention to the grandparent factor and are in the early days of doing a better job as an industry of quantifying that activity.” Bildsten will address more strategies to reach grandparent customers at ASTRA’s Marketplace & Academy in Pittsburgh this June. Although it plays a huge role, it’s not solely the in-store experience that grandparents are after. Grandparents’ internet spending is growing greater than any other toy-purchasing group, with the online channel increasing more than two times

faster for grandparents compared with the rest of the market, according to the NPD Group. Grandparents are willing to dish out more money on the web, spending 3.5 times more per toy online than they do in store. This is signiﬁcant for specialty stores to note because it means having an online presence is equally important as those in-store special touches. Not all grandparents have local grandchildren that they can spend the day with at a toy store, so giving them the option to shop online is another tool that businesses can use to their advantage. Toy trends come and go, but grandparents never go out of style. » Jacqueline Cucco is an associate editor at Adventure Publishing Group. She writes for the Toy Book, the Toy Insider, and the Pop Insider, and is in charge of all things Instagram. When she’s not watching slime videos, you can ﬁnd her playing paparazzi for her pet bunny Peepers (@thebigpeep on Instagram).

TO REALITY How Toy Inventors Turn Their Ideas Into Real Products by MADELEINE BUCKLEY, assistant editor ALEX MACKEY WASN’T PLANNING ON starting a game company. Back in September 2017, he was volunteering for Hurricane Irma cleanup in Fort Myers, Florida, where he shared a tent with a man named Mike Szalajko. The two couldn’t sleep one night and began chatting about their shared interests: games and movies. By the early morning hours, they had invented their first game, What The Film?! Now, more than two years later, the duo founded a company called Lethal Chicken Games (LCG), earned a Toy of the Year award nomination, and developed a second card game, Camping with Sasquach. What The Film?! is also on shelves at Target, a goal Mackey achieved by cold-emailing an employee he found on LinkedIn. Mackey’s path isn’t exactly a typical one toy inventors take. But then again, there is no such thing as a “typical” path when it comes to toy inventing. There are endless possibilities for transforming a toy idea from a dream into a reality, but there are some common steps and opportunities for aspiring inventors. LET’S GET IT [KICK]STARTED Kickstarter, a site inventors can use to obtain crowdsourced funding for a project or product, first launched back in 2009. It is a popular starting point for toy inventors who use the site to get the funding they need to start production. While Kickstarter doesn’t have a specific “toys” category, the site’s self-published data lists games as the category with the highest dollar amount pledged — more than $1 billion in total. The category 28

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

also has the highest number of campaigns that have raised more than $1 million. As their ﬁrst step, Mackey and Szalajko put What The Film?! on Kickstarter and ran a campaign for about 35 days. Despite returning to Kickstarter for LCG’s second and upcoming third games, Mackey advises caution when using the platform: Remember to take shipping and other fees into consideration when setting goals, and make the product price high enough to cover costs. “If you’re not careful, you’re going to get eaten alive [on Kickstarter],” he says. “And that happened to us both times. Our numbers just weren’t quite high enough.” Matthew Damman, the co-creator of Walkie Chalk — a tool that kids and parents can use to draw with chalk while standing up — also launched his product on the site. He says the campaign went well, but it didn’t pick up as much traction as he’d hoped. He later learned this is because he limited his campaign to the U.S. due to toy testing regulations. “Kickstarter really didn’t like that,” he says. “They want global projects.” A major upside of using Kickstarter for Damman was the resulting media attention. “It did kind of give us a platform to get it out there,” he says. “People saw it, some media contacted us, it gave me something to reference.”

STAY SMALL OR GO BIG? After a successful or semi-successful start, toy inventors have to choose whether to become a new company or become part of an established toy company. Mackey and Szalajko chose the former, while Damman and his wife, Shauna, chose the latter. After ﬁnding a production company and getting Walkie Chalk placed in multiple retailers, the Dammans decided to lease Walkie Chalk to PlayMonster for three years, starting last February. When deciding between keeping, leasing, or selling your idea, Damman says the best path will vary based on what you want out of the experience. “I would say if somebody’s very curious about how to build the product, how to bring it to market themselves, and really want to learn and ﬁgure it out, you can do it,” he says. “If they’re more an idea person that’s like, ‘Hey, I have this idea, but I don’t have the time, energy, or

money to build it,’ pitching toy companies on the license is certainly a good route.” Relinquishing complete control of your idea can be a challenge, though, which is why Mackey says LCG (so far) hasn’t pitched its products to larger companies. “It’s like selling your child,” he says. “You just get so attached to your own ideas, your own IPs, and your own game that you’re like, ‘Ugh, I just don’t want to turn it over to someone else.’ I think with any designer there’s probably a bit of that, or maybe a fair amount.” PITCH PERFECT The idea of starting a new toy company may sound daunting, but pitching a toy idea to an established manufacturer presents its own set of challenges. Newcomers may have trouble reaching larger companies, which are likely receiving hundreds of other pitches. James Martin, senior vice president of robotics at Spin Master, says the company has entire teams, such as the internal advanced concepts team, dedicated to looking for new toy ideas. Some of the company’s major lines, such as Air Hogs, Bakugan, and Moon Sand, came from outside inventors. The company also offers an inquiry form on its website that inventors can use to submit toy ideas. As for what Spin Master looks for in toy ideas, Martin says the company wants to be surprised and challenged. “We want to have that feeling of ‘Why didn’t I think of that?’” he says. “It can be something as simple as using a new material or as complicated as a new electronic item. We look at them from the same perspective.” In April, Spin Master announced its partnership with Ryerson University for the first toy invention program in Canada, starting this September. The course series will focus on entrepreneurship in the toy 30 THE TOY BOOK | MAY/JUNE 2019 | toybook.com

business and will connect students with a variety of inventors, designers, and companies in the industry. Students will also have access to prototyping technology. Spin Master isn’t the only major toy company to provide channels for inventors to submit their ideas. Mattel, HEXBUG, PlayMonster, and Hasbro — among others — offer an online submission process. Hasbro has the Spark system, through which anyone in the U.S. over the age of 18 can submit toy ideas. The system scans for key words that may alert the company to a potential good fit. Then, someone at Hasbro will review the concept. “We have fantastic relationships within the inventor community but also want to hear from unlikely innovators,” says Deniece Nunez, inventor liaison at Hasbro. “We want fresh, new ideas from both established and unexpected places.” Read more about the legal implications of submitting ideas on page 108. AND THE WINNER IS ... Another option for toy inventors is entering competitions. This is an especially good option for younger inventors because many are geared toward kids. One such event is Fat Brain Toys’ Kidventor Contest, which started in 2017 and was developed from a conversation during a company product development meeting. “The thought occurred to us, why not flip the script and create a toy invention program that puts kids in the driver seat?” says Mark Carson, president and co-founder of Fat Brain Toys. The competition is unique in that the winning child’s invention becomes a real product. The Kidventor judges choose a winner in late October, and Fat Brain Toys unveils a product prototype at Toy Fair New York in February. Then the product moves into production, and the Kidventor receives royalties from the toy’s sales. Carson says Door Pong, the game invented by 2017 Kidventor winner Alexander Xiong, is “a true commercial success.” He also says this competition is important because it gives kids hope that their dreams are possible.

As for what makes a submission stand out, Carson says innovation is most important. “We’re always seeking out new play patterns and sometimes it takes the pure, unpolluted ideas of a child to uncover those activities,” he says. “It has to capture the imagination of the judges for it to truly stand out.” A WORD OF ADVICE One of the best ways to learn about toy inventing, Mackey says, is from those who have succeeded at it. “If you want to make a great commercial, you’d look at beer commercials or look at Coke or Pepsi commercials and what are they doing to be successful, and emulate those qualities,” he says. “Look at who’s the best in the industry and see what made it work and how can you improve on it. That’s what I usually do.” From his experience, fellow inventors will be happy to share advice about their successes and failures. Now, things have come full circle: Mackey has new inventors reaching out to him for advice. Even though he says he is “still in the need-help mode,” he does his best to share what he has learned. Damman has advice for fellow inventors as well, starting with being realistic about your idea. “Be really honest with how good your idea is,” he says. “Yes, your mom’s going to love it and your husband or wife is going to be supportive, but if you throw it out to the wolves, do people really get excited about it?” Damman also stresses the importance of remembering the backend — production, distribution, etc. — not only the product. “Don’t be the person who’s picking and packing boxes,” he says. “Have someone else do that.” Finally, Martin advises aspiring toy inventors to do three things: “Push your ideas as far as you can, think about it from the consumer’s point of view — if you do that, you’re ahead of at least half the people who invent — and always have a second idea. Show that you’re already thinking ahead as to what’s next.” » Madeleine Buckley is an assistant editor at Adventure Publishing Group, where she contributes to the Pop Insider, the Toy Insider, and the Toy Book. She enjoys covering the latest news and trends in the toy industry and pop culture.

CHATTING WITH THE INDUSTRY

Chatting Industry With

the

MARK CARSON

PRESIDENT AND CO-FOUNDER, FAT BRAIN TOYS

The Toy Book spoke with specialty retailers and manufacturers about the latest trends, industry happenings, and how business strategies are evolving in the specialty toy market. How has the specialty retail landscape evolved over the past year since the loss of Toys “R” Us?

DOUG CASS

OWNER AND HEAD OF SALES, KAHOOTZ TOYS

ANITA DEMETROPOULOS OWNER, ISLAND TREASURE TOYS

RICHARD P. DERR

OWNER, LEARNING EXPRESS TOYS LAKE ZURICH, IL

Carson: From what we’ve gathered, it hasn’t had as much short-term impact on specialty retail as some may have originally thought. It did open up some opportunities to capture a few new customers who were looking for that true toy store experience, but for certain, the majority of that $7 billion in Toys “R” Us annual revenue did not end up in specialty retail. Cass: I don’t believe the landscape has changed that much. The stores that deliver on [their] promise to consumers to deliver high-quality service continue to perform well and grow their business. We certainly have seen a lot more activity from larger companies that leaned on Toys “R” Us too much now paying attention to smaller retailers. Demetropoulos: More and more people are finding their way to their local toy stores. I find many of them are surprised at how much we have to offer. Derr: It has been choppy and uneven. In fact, sales have not been strong when you think they should be, and vice versa. The old adage is true — when toys are in the news, it is good for the industry (good or bad). The sheer amount of discussion over the demise of Toys “R” Us propelled toys in the news last year, which ultimately was good for remaining toy retailers. Holmstrom: The loss of Toys ”R” Us affected everyone within the toy and game industry, but it also opened up

32 THE TOY BOOK | MAY/JUNE 2019 | toybook.com

possibilities within the specialty retail landscape. The specialty shops carry products from brands that couldn’t compete at mass chains, which exposes the customer to the unique toys and games and keeps them coming back for more. Quartin: In 2018, I saw many retailers making fast and aggressive moves to pick up market share lost by Toys “R” Us. Like a painter using spray paint, it was important to act quickly and worry less about small mistakes. In 2019, retailers are looking back on what worked and what didn’t, and using fine brush strokes to refine and modify strategies. We should expect to see more highly curated assortments, stronger inventory controls, and aggressive advertising budgets in 2019. Saldanha: On the consumer side, many families who were used to visiting Toys “R” Us are looking for new toy stores to call their own, resulting in new customer acquisition for independent toy retailers. Woldenberg: Specialty retailers have become more important as a way of introducing our products to families. The shopping experience at specialty is particularly beneficial for brands, such as ours, that focus on education. Specialty can shine a light on features that make our products better and different. What business strategies are working now that wouldn’t have worked in the past? Derr: Manufacturers and retailers are using social media to reach consumers in an all-new way, directed to kids (YouTube)

CHATTING WITH THE INDUSTRY and to parents (Facebook, Instagram, Pinterest, and Twitter).

we know toys, and we have the broad selection you’re looking for.”

Saldanha: Our customers are looking for connection and fun more than ever — in their families, extended families, and local communities. We are bolder with our curation of products and books, and are working harder to create an in-store experience. We are also responding to the desire to create connections by creating community groups. In the past, storytimes have focused on getting customers into the store, but now, we are more deliberate in our efforts to create community and connections within the event. Five years ago, customers were asking what kinds of tech toys we had for their kids. Today, parents are increasingly concerned about their kids’ tech usage, and parents are looking for toys that help extend the life cycle of play with their kids. Parents are also looking for tools to help their kids develop social-emotional intelligence — as well as strategies to promote mindfulness and healthy living. Adults are also recognizing the importance of play. We are marketing more specifically to adults and curating a selection of toys targeted toward adults. Grandparents and other boomers are also looking for toys, puzzles, and other tools to help them preserve and extend their mental agility and acuity. This is a growth market for us and we will be developing branding around this group.

What roles do social media and/or working with influencers play in your marketing efforts?

Woldenberg: We use our websites to better help consumers [who are] doing research before buying our products. A manufacturer’s website is a much more important resource for consumers than ever before. We not only provide details about the products, but also provide tools to help parents extend the value of our products after they take them home. Our website adds substantial value to the consumer long after the purchase is made. Carson: There are certain consumers who are longing for a toy store experience. Those shoppers have been displaced and are ripe for the picking — they just need to be reminded that a specialty toy retailer is out there and waiting to be of service. From a pure messaging standpoint, specialty retailers now hold the high ground to say, “We are the toy specialists,

Demetropoulos: Social media posts help keep your name in the forefront of consumers’ eyes. Creating posts about your store events, new products, and educational content keeps them involved. Derr: Social media is our main advertising medium today, making up 80% of our budget. We use it daily to communicate with followers across platforms, as well as prospecting for new [followers]. We also pick up new trends by scouring YouTube. Holmstrom: A strong social media presence is more important every year. Our business is unique in that we have both consumer and retailer sales avenues. We’ve had consumer-facing social media platforms for a while, but recently created an MWWholesale Facebook page to better engage our specialty customers directly. It’s also great to see what our specialty partners are doing within their stores, and it’s fun to be able to share that content to help inspire other customers. Quartin: Social media is a consistent and important presence in all of our marketing efforts. It’s through our social media channels that we are able to spread the word faster and most cost effectively. Through our followers on Facebook, Twitter, Instagram, and YouTube, we’ve built a community of customers, retailers, and press who are loyal to our brand, genuinely want to hear about our new products and promotions, and have come to rely on social media to keep up with what we’re doing. Working with outside social media influencers is a relatively new avenue of marketing for us, and one that we’re just beginning to explore. We’re really lucky to have a full-time, in-house video producer who consistently puts out awesome, fun, engaging, and informative product videos to share on our company channels, and we encourage our retailers and end-users to do the same. However, we can’t ignore the increasing importance of popular YouTube channels that are not necessarily dedicated to toys. Kids and parents have

ANGELA HOLMSTROM DIRECTOR OF SALES, MWWHOLESALE

ANDREW QUARTIN CEO, THAMES & KOSMOS

AMY SALDANHA FOUNDER AND CEO, KIDDYWAMPUS

RICK WOLDENBERG

CEO, LEARNING RESOURCES AND EDUCATIONAL INSIGHTS

toybook.com | MAY/JUNE 2019 | THE TOY BOOK 33

CHATTING WITH THE INDUSTRY come to rely on these sources not just for unbiased opinions about the latest trends and products, but for entertaining content in general. It only seemed natural to start working with these influencers to help spread the word on channels that are not our own. These relationships generate new content and media for our products and also allow us to connect with people who don’t know about us or about our toys but should! Saldanha: Social media is an absolute game-changer for us; it allows us to tell our story in an extremely personal, cost-effective, and authentic manner. We can be quirky, silly, and spontaneous — without tons of production time or labor costs. We can also interact directly with manufacturers in a way that wasn’t possible before. Carson: Organic social media is not what it used to be. It’s increasingly a pay-to-play world, especially in the realm of influencers. That said, all forms of social media are important ingredients in telling your brands’ story and reaching new prospects, but they require a new level of investment in time and treasure. Which products or categories do you expect to drive sales this holiday season? Quartin: The demand for toys that teach STEM skills is not going away, as people continue to see how important it is for today’s kids to have at least a basic understanding of these subject areas. More and more though, we’ll see these types of toys incorporating pretend play and storytelling to nurture a child’s curiosity while they’re learning these skills. For us, we blend the line between science and fiction with two new lab setups from our Ooze Labs line: Alien Slime Lab and Soap & Bath Bomb Lab. Both of these kits center around a pretend scenario of child as scientist. In one, kids are tasked with identifying different types of slime from an alien planet, and in the other, young experimenters are recruited by a bath and body product company to develop new soaps, bath bombs, and more. Food-based toys are also going to be popular this year. The newest addition to our candy science line, Rainbow Gummy Candy Lab: Unicorns, Clouds & Rainbows, is sure to be a best-seller. What child 34 THE TOY BOOK | MAY/JUNE 2019 | toybook.com

wouldn’t want to make (and eat) their own candy unicorn?! Bonus for parents: There’s chemistry learning in there, too! Saldanha: I predict the “kidult” category will be even more popular than before, along with items that bring families together (games, activities, and puzzles). Parents are asking for books, toys, and tools that help develop social-emotional intelligence. I predict these items will continue to gain importance. And anything that’s funny will be a hit. We are projecting a significant increase in sales compared to last year — and last year was a great year for us. Woldenberg: We think the unboxing trend and collectibles will continue to dominate this season. Beaker Creatures, from Learning Resources, and Playfoam Pals, from Educational Insights, both fit within these trends. Mixing meaningful educational experiences with great fun is our mission. Another focus this year continues to be coding. We are passionate about teaching young children early coding skills. Learning Resources’ new preschool offering is the screen-free coding toy Coding Critters, which has an engaging interactive pet personality. For the older kids, Educational Insights’ newest offering is Artie 3000, the drawing robot that uses four different programming languages.

Jixelz, from Fat Brain Toys

Carson: A couple of our latest introductions, Jixelz and Timber Tots, have been on a tear since Toy Fair New York. We see both of those lines being in high demand this holiday season. Cass: Our focus has consistently been on promoting our established brands that consumers are familiar with. This year, we have launched a new line into the hot arts and crafts area that is sure to perform well. My expectations for results this year are very positive. I believe last year was a “wait-and-see” year in which many customers waited too long, and November and December orders were way down only because they couldn’t get the product “through” their systems to ship for holiday. I see nice pick-up in commitments early this year. Holmstrom: We have seen continued growth in many of our product categories, including building with brands such as KEVA and Q-BA-MAZE, crafts such as the MindWare Paint Your Own and Make Your Own collections, Science Academy, and cooperative games from Peaceable Kingdom, and we expect to see that growth continue throughout this holiday season. We are also excited to distribute Shenanigames — a collection of games geared more toward an adult crowd, but still only as inappropriate as the players make it.

CHATTING WITH THE INDUSTRY Carson: Far and away our most successful store events have been our annual Beach Parties. Beaches are hard to come by in Nebraska, so we drop 12 tons of sand in our parking lot, break out every sand toy we have, and have a massive beach party in the most unlikely of places. It drives sales, but also endears our customers to us for hosting such an audacious event. How do you prepare for the holidays to ensure you’ll have the right merchandise mix to meet your customers’ needs?

Learning Express Toys, Lake Zurich, Illinois

Are you concerned about a potential tax on goods imported from China? How would this affect your business? Holmstrom: While we purchase product from around the world, China is an important and significant source for the MWWholesale Brands. We’re keeping a close eye on the potential for additional and increased tariffs and its impact to our business, and we’re working closely with our business partners in China to redesign certain products and find ways to lower the price of our product through more effective production methods. We are also looking for alternative sources of product in other countries that are now more competitive given the tariffs. Woldenberg: We are strongly opposed to import taxes as they raise the cost of consumer goods. We know schools, teachers, and families can’t afford inflation in the cost of educational products. We pride ourselves on offering great value with our safe, high-quality products. Our ability to effectively serve our markets could be greatly damaged by misguided government policies. Carson: If it were to happen, it would have an obvious negative impact on consumers, but I can’t imagine that many consumers would withhold from a child the joy that toys bring. Quartin: Whenever I hear about taxes on toys, I can’t help but draw analogies to How the Grinch Stole Christmas. While it seems unlikely, taxes on toy imports from 36 THE TOY BOOK | MAY/JUNE 2019 | toybook.com

China would increase our costs, increase costs to consumers, and negatively affect the value of gifts that parents can afford to buy for their children. We should be doing all we can to make toys more affordable for all parents. Tariffs would undoubtedly have the opposite effect, ultimately hurt the consumer, and make children sad. Walk us through one of your most successful in-store activations. What made it such a strong event? Demetropoulos: Whenever I have an in-store event featuring LEGO and Crazy Aaron’s Thinking Putty, I have a very big turnout. Kids love being creative and working side by side with others to show off what they have made. We ended up building an entire window display with all of the kids’ LEGO creations. Saldanha: We have just started a grandparents group inspired by my grandparents and requested by our city’s mayor. The group is a series of exclusive events (toy testings, storytimes, etc.) and a discount every time the grandparent shops with us. The energy around this group is incredible. Grandparents are looking to connect with their grandchildren and with other grandparents. Derr: We hosted Rainbow Loom classes in 2013 and 2014. Not only did we sell the phenomenally hot toy at the time, but we also taught kids how to play with the activity toy, which led to more sales and creativity not seen before in independent toy shops.

Carson: Having the right mix is the easy part; having the right quantity always proves to be more challenging. Our best tactic is to test early so that we are equipped with the right insights to make buying decisions later in the year. Demetropoulos: I rely heavily on my manufacturer sales reps to keep me informed and up to date on new products and trends. I attend Toy Fair New York and ASTRA Marketplace & Academy, and I listen to my customers and follow up on recommendations. Derr: Our franchise buyers and owners constantly vet products for our holiday catalogs and specials. We then buy early and plan our media and events calendars to match, while always leaving room for the last-minute hot sellers that undoubtedly pop up — this means having cash available to jump on last-minute fads and trends. Saldanha: We are members of the Good Toy Group. The buying intelligence from this collective group is invaluable, and that helps us in categories where we may be light. We try to bring in as many of our products as possible by early September (in small quantities) so we can test it and see how customers respond to it. What percentage of your in-store offerings are mass-market items? Demetropoulos: It’s really hard to define mass-market items. Nowadays, you can find just about everything anywhere. We carry a wide variety of toys for all ages, from the classics to current trends. I limit the number of licensed and electronic toys. Variety is key.

CHATTING WITH THE INDUSTRY Saldanha: About 35% of our products can be found in mass market. There are lines with high educational value that are part of our curated selection for customers. We keep these lines because their educational value fits within our curated selection, and also because customers ask for them. Derr: Approximately 50% to 60% of products overlap, and for good reason: Kids want them (collectibles, LEGO, slime, etc.) and they sell strongly (L.O.L. Surprise!). To me, in 2019, there is no more mass versus specialty designation — it’s what kids want and it’s up to me to make the financials work. Carson: A very small percentage. I understand the logic in why some retailers carry an assortment of mass-market items, but for us, we want every customer who walks through our door to recognize that we’re different, that we’re unique. If the first thing a customer sees when they walk in the door is a mass-market item, they’ll immediately be thinking, “I wonder if I could buy that cheaper at Big Box Inc.?” If our assortment is unique and we’re able to introduce them to products they’ve never seen before, we stand a good chance of converting and retaining them as a lifelong customer. The store-within-a-store concept is becoming more popular. How do you work with the manufacturer or retailer to execute these spaces? Saldanha: We are working more closely with manufactuers than ever before — to create interactive retailing experiences for our customers through demo areas, toy testing events, and play-day experiences. Derr: We are category based, not vendor based. But we have carved out a large footprint with large partners, such as Melissa & Doug, that have a multitude of categories. More importantly, we feel our stores should be play-focused, thus play areas and birthday focal points are our emphasis. Holmstrom: The store-within-a-store concept is a great way for a store to see how successful a certain product line or category will be within their space and with their customers. It also allows them to test different merchandising strategies 38

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

in a more economical way. Storewithin-a-store concepts also attract new customers to retailers, benefiting both the long-standing retailer as well as the pop-up within. While we haven’t seen a lot of these pop up with our current customers, we are happy to help them merchandise and offer demos at no cost in an effort to entice customers to play test and experience the product. Woldenberg: A store-within-astore concept could be a great way to draw attention to our brands and products. We love the idea of highlighting learning by doing it in a retail setting. We try to match the right program to the right retailer. One size does not fit all! Cass: This is definitely a way that a retailer could potentially differentiate themselves from competition, and we are looking at many opportunities to possibly do privatelabel packaging of our brands to take advantage of that scenario. How do you help retailers merchandise your products to promote sales? Woldenberg: We have retailer toolkits to help retailers with signage, and web assets with key messaging points. We also help retailers build great brand experiences in their stores and online. Quartin: As we develop products, we’re keeping the needs of the retailer and how they’ll be able to display and sell our kits and games in the front of our minds. That said, the most effective way for us to do this is to listen to our retailers to learn what works and what doesn’t. We realize that retail space is limited and valuable, so we want to make sure that what we offer is best for our customers, even if different customers have different needs. We offer flexibility for a lot of our impulse items, such as our Ooze Labs tubes — retailers can use hang tags or display them in our Ooze Labs POP display. We actually updated this display this year, minimizing its overall footprint while simultaneously improving the visibility of all the different kinds of Ooze Labs tubes the display

Y’Art, from Kahootz

contains. These impulse science kits in a test tube are a best-seller for us and for our customers, so it was important that we were able to be ﬂexible with how retailers can merchandise them. Cass: We have in-store demo kits available, and PDQ trays with graphics, signage, and shelf talkers as well. We also assist stores with in-store events to help promote our products via social media and will occasionally send a team member to help lead the event if it’s possible. Holmstrom: We have been asking our specialty partners what works best in their stores, and we are working to create more PDQs to display our collections within their spaces. In our Toy Fair New York booth this past February, we also utilized some of the display space to showcase how products could be merchandised in themes, which we have never done before. Our product line is large enough now that we can create an experience in the store that is inviting for the customer. How and where do you get information on current and upcoming trends? How do you decide which trends to incorporate into your products? Quartin: Kids, staff, media, science journals, blogs … everywhere. We get some of our best information on trends directly from kids. They are on the pulse of what’s hot and what’s not.

CHATTING WITH THE INDUSTRY We also pay very close attention to scientific discoveries and technological innovations as we make our product development decisions. We aim to teach children about the newest technologies and what we feel is important to help children excel as adults. Our Kids First Robot Safari kit that just released this spring is an introduction to mechanical engineering for kids ages 5 to 7. The models included are animals that kids are really responding to right now: There’s a unicorn, a llama, even a narwhal. As a STEM company, being on trend is just a result of always staying on the cutting edge. It’s a little different for games. We look to our current successes to help inform our future releases. For example, the newest series in our board games line, Adventure Games, is in direct response to the success of our EXIT: The Game series. While EXIT is still a bestseller for us and continues to grow, we wanted to give fans something new, but that had the familiar, story-based feel that EXIT has. We have two Adventure Games coming out this summer — The Dungeon and Monochrome Inc. — and like EXIT, these games rely heavily on storytelling to offer a completely new gaming experience. They’re similar to a PC adventure game, where players work together to follow the plot and devise a plan to finish the game. Unlike EXIT, these games have enough story content to be played more than once. Holmstrom: The MindWare and Peaceable Kingdom product development teams are great at trend spotting through a variety of ways, including reading on-trend publications, such as the Toy

Book. They’re also great at developing products that fit within the individual brand standards — educational value, for example. If there’s a natural place for a trend to fit within a product that’s great, but we don’t seek out trends just to be trendy. Cass: Our internal design team is constantly researching and thinking about how to either relaunch iconic brands, or find new ways for kids to be creative.

Sky Magic, from Peaceable Kingdom, a MindWare brand

Woldenberg: We look under every stone for clues on trends and consumer preferences. Market data sources are critical to our success, as is constant review of social media and industry publications. We need to know what consumers are saying and thinking. We also keep an eye on the news media and industry organizations. We tend to focus on trends related to our educational mission. What are the benefits of launching a product at specialty retailers? Holmstrom: Specialty retailers help to market toys and games in unique ways geared specifically toward their customers, which helps us see benefits and value we may not have seen initially. Specialty retailers and their customers also offer honest feedback — both positive

and negative — which we can use to better our products moving forward. Cass: When a consumer walks into a specialty store, many times they will ask the owner or an employee, “What’s selling?” or “I have a birthday party to go to and need a gift.” Those questions are not being answered at any national chain with such a personalized level of service. A retailer can speak directly to the product — especially if it excites them — and if it resonates with the consumer, the specialty retailer can drive sales for you. Woldenberg: Specialty retailers know and love our products. They not only understand our mission, but also what moms are looking for in an educational toy. We know that the store teams will be well-trained and ready to talk about our products and features with knowledge and passion. How does the intimate, hands-on setup of a specialty retail store benefit you as a manufacturer? Woldenberg: We want to create a personal relationship between the consumer and our two great educational brands. The uniqueness of each specialty store location lets our personality shine through. Each store manager can put their own spin on what makes our brand experience special.

kiddywampus, Hopkins, Minnesota

40 THE TOY BOOK | MAY/JUNE 2019 | toybook.com

Quartin: For Thames & Kosmos specifically, our products are designed to provide hands-on learning and playtime

CHATTING WITH THE INDUSTRY experiences, and the best way to demonstrate how they do that is to do just that: demonstrate it! Independent retailers provide a unique atmosphere for customers to learn about products; it’s an environment that you just can’t experience with online retailers or even larger chains. We also continue to see more and more specialty retailers focusing more and more energy on coming up with ways to increase store traffic and to give customers a reason to come back. Often, the solution for this is experiential marketing and special events and programs. Our products, whether they’re coding and robotics kits, magic sets, or board games, are most appealing to and best understood by a consumer when they can see, touch, and use them firsthand. We love the opportunities that specialty retailers provide by running in-store game days, play days, and hands-on learning events. Holmstrom: The hands-on setup of specialty stores allows both the store staff and their customers to touch, play, and feel our products firsthand. Our relationship with the retailers also allows them to share feedback — good and bad — before anyone else. Cass: It’s crucial. We had a local specialty retailer call us with an idea a few years ago that we followed up on, and Latchkits was the product of that call. We researched this popular retro craft, finessed the product for today’s

market, and it has since become one of our best-performing lines. Specialty stores know their customers extremely well and are very in tune with what products they are looking for. They keep their eye on popular trends and have a unique insight about what performs well. In this case, there was an opening to reinvigorate this classic craft idea that this retailer picked up on, and she basically said, “Hey, you guys should make Latchkits!” We value the relationships we have with our specialty retailers, especially with new ideas — their experience in this industry makes them a great resource for us to bounce new ideas off of. Being connected to specialty toy stores helps you to manage your line and see what works. Then, if you are fortunate, you can take pieces and parts to expand in some national chains as well. What are the biggest challenges facing the specialty toy industry, and how do you manage those challenges? Cass: One of the challenges specialty toy retailers have is [establishing] a point of difference: How is their store different than a toy department in a chain? We have unique products that are sold to specialty, and in most cases, an item at a chain is in different packaging or price point. The second challenge is a margin on sales. We have an excellent system of easy reorders for specialty toy retailers and offer discounts for being in buying co-ops, along with an easy Free Freight program, which allows the specialty retailer to comfortably sell our goods, and make strong, more than 50% margins. Holmstrom: The biggest challenge to anyone in a specialty retail space seems to be the internet and the expectations that have come with online shopping. We are constantly working to ﬁnd a balance between these sales avenues and work to make sure we’re doing what we can to support the specialty industry.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

Beaker Creatures Whirling Wave Reactor, from Learning Resources

Woldenberg: The biggest challenge to specialty is the rise of e-commerce. Specialty needs to use its natural advantages to compete. There are still many consumers who want to touch and feel the product and who will respond to a great in-store experience. We support specialty retailers who address those needs and believe they will prosper even in a challenging environment. The world needs its neighborhood toy stores! Quartin: Online retailers and marketplaces remain one of the biggest competitive threats to the specialty toy industry. As consumers continue to grow accustomed to shopping from their couches, I’m hearing that brick-and-mortar stores are devoting more and more time and energy to planning in-store events and coming up with new and different ideas to make their store a desired destination. For us, this kind of experiential marketing is perfect since the majority of our toys benefit from physical interaction to inform the customer that they are making a sound purchase. Helping specialty stores reach these goals of increased foot traffic benefits us, the manufacturer, as well, which is why we’re always happy to offer up materials and support in the form of demo units, play day kits, promotion on our social channels, or whatever else we can come up with. » Flip through the pages of this issue for a more in-depth look at potential tariffs on Chinese imports, how to reach grandparent shoppers in your specialty store, and more trending topics.

GUND

GUND expands its Corn collection with the GUND Rainbow Sparkles Llamacorn. The textured, pink, 15.5inch plush features sparkling rainbow hooves, a twisted horn, flexible wings, a fluffy tail, and long lashes. The GUND Pusheen Squisheen Log has elastic fabric that makes it soft outside and extra squishy inside. The 11-inch Squisheen log comes in four colors: classic grey, rosy pink, pastel blue, and buttercup yellow. The Baby GUND Baby Toothpick Fox is a machine-washable, 16-inch soft plush available in light orange and cream with embroidered accents. GUND Paw Patrol Chase is based on the German shepherd Paw Patrol character. The 9-inch plush dog wears a policeman uniform. GUND 50th Anniversary Sesame Street Animated Happy Birthday Elmo is a 10-inch, animated plush Elmo dressed in a party hat and holding a cupcake with a light-up birthday candle. At the push of a button, Elmo sings a happy birthday song and sways along to the music with synchronized mouth and body movements.

Wheely Fun Rollers

AEROMAX

GUND Rainbow Sparkles Llamacorn

EDUCATIONAL INSIGHTS

Aeromax introduces the Silver Aero Pull Back Race Car â&#x20AC;&#x201D; Three Pack. Kids ages 3 and up can pull the cars back to make them roll. The cars work best on a hard surface, but will roll on low-pile carpet as well. Wheely Fun Rollers are available in space shuttle, fire truck, and train styles. Kids ages 3 and up can wind them up to make them roll either inside the ring in a circle or in a straight line, or they can roll on their own outside of the circle. The Assorted Foam Stress Toys with Clip are made of soft foam with a durable clip. Kids ages 3 and up can easily clip the toys onto anything with a loop, such as a zipper, a backpack, or a belt loop. The toys are decorated with different artwork.

Educational Insights introduces Artie 3000, the robot that helps kids learn to code. Kids ages 7 and up can write the code, and then the robot draws the lines. Artie 3000 comes ready to draw with pre-programmed designs, shapes, and games. Zoomigos are collectible animals with translucent legs. Kids ages 3 and up can pump Zoomigos, then place them inside their cars to watch them go. Kids can take on the role of astronauts to build and repair their mission control panel with Design & Drill Space Circuits. Each kit features 20 different space-themed missions that kids ages 5 and up can follow to create working circuits. Playfoam Pals Monster Party are pods that contain glow-in-the-dark Playfoam with a surprise monster inside. Kids ages 5 and up can squish and sculpt the Playfoam, which never dries out. The pods are available in packs of two, six, or 12. GeoSafari Jr. Kidnoculars Extreme are binoculars that kids ages 5 and up can use to see and hear. They amplify sight and sound with built-in audio amplification and three-times visual magnification.

Artie 3000

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

ASTRA MARKETPLACE & ACADEMY 2019

J!NX

Minecraft 10 Year Anniversary Adventure Llama Plush

The Minecraft Mini Crafter Plush, from J!NX, is a 4.5-inch, soft plush toy styled after popular Minecraft characters, such as Steve, Enderman, Tamed Wold, and Zombie. The Minecraft 10 Year Anniversary Adventure Llama Plush is an 11.5-inch, brown llama wearing a golden blanket embroidered with a “Celebrating 10 Years” ’s anniversary. logo in honor of Minecraft’s J!NX’s Minecraft plush toys are recommended for kids ages 3 and up.

Pony Agility Training

MAGFORMERS

Magformers launches Max’s Playground, a 33-piece set that kids can use to create a playground for Max. The set includes three geometric shapes and nine accessory pieces. Each geometric shape contains magnets that never reject. When playtime is over, kids can use the magnetic power to stack and store the pieces. All Magformers shapes and accessories are compatible, so kids can combine different sets to create larger houses. Milo’s Mansion is a 33-piece set that contains two geometric shapes and seven new accessory pieces for kids to build different mansions. Clicformers Brave Friends is a 74-piece set featuring black and yellow pieces that kids can use to build different types of dogs, such as a Dachshund, a chihuahua, a shepherd, and more. Sitck-O-Basic is a 30-piece set featuring four different magnetic sticks, six spheres, and four magnetic shapes that kids can use to create structures. Kids can create 50 different structures with the Amazing Police and Rescue Set.

SCHLEICH

Schleich adds to its Farm World line of detailed, hand-painted animal figurines and play sets with the Puppy Pen dog-themed set designed for kids ages 3 to 8. It features puppy figures and accessories, including a dog house, a water bowl, and a soft bed. The Pony Agility Training set, designed for kids ages 3 to 8, includes two ponies, a horse trainer, fencing, and multiple horse agility-training stations. One of the largest of the terrestrial carnivores of the dinosaur period, the Giganotosaurus stands on two hind legs, with its two upper limbs ready for action. Part of the Dinosaurs line of prehistoric creatures, the figure designed for kids ages 4 to 10 features a moveable jaw that opens to reveal its teeth. There’s also a Giganotosaurus juvenile in a different imposing posture. The detailed, hand-painted, jeweled Star-Pegasus Mare figurine is purple with gold-tipped wings. The figure, designed for kids ages 5 to 12, is the latest addition to the bayala collection of mystical creatures. Hannah’s Guest Horses with Ruby the Dog is the newest play set in the Horse Club stable of highly detailed, hand-painted collectible toys. It features a corral, two horses with a removable bridle and saddle, a Ruby the dog figure, a doghouse with a removable roof, and more for horse-themed play for kids ages 5 to 12.

Max’s Playground

toybook.com | MAY/JUNE 2019 | THE TOY BOOK

TOYSMITH

Warrior’s Mark Throwing Stars, from Toysmith, are foam shuriken, also known as ninja stars. The set includes an 18-inch target, three foam stars, a suction cup, a door hanger, and a drawstring storage bag. Kids ages 6 and up can play with them inside or outside to foster motor skills and engage in active play. Slobber Pals come with a 3.5- to 4-inch dog figure and 2.5 ounces of slime packed into a plastic hydrant. Kids ages 5 and up can pour the slime from the hydrant into the back of the drooling dog, then tilt it and squeeze the head to make it slobber. Jurassic Hatchin’ Dinosaurs with Slime are 5-inch, slime-filled dinosaur eggs. Kids ages 5 and up can pop open a clear, plastic egg to reveal a squishy, stretchy dinosaur figure covered in slime. They come in assorted colors and styles. Bigfoot Bendy is a 5-inch bendable sasquatch figure that kids ages 3 and up can pose into different positions. Kids ages 3 and up can squeeze Zit Headz to see the gooey insides of the 3-inch squishy toy pour through the pimples.

KAHOOTZ TOYS

Kahootz Toys launches Y’Art, craft kits that kids can use to create textured yarn art with the ease of coloring. The yarn magically clings to the Grip-N-Stick Y’Artboard canvas as kids swirl, twirl, and zig-zag with the Y’Art pen to make each design unique, with different textures and patterns. If kids make a mistake, they can lift up the yarn and reposition it with no mess. Each kit includes an 8-by-10-inch pre-printed and numbered canvas, six bundles of yarn, a Y’Art pen, and a cut-out display frame to showcase the finished product. Y’Art is available in five designs: Pug Puppy, Flamingo, Narwhal, Unicorn, and Llama.

Slobber Pals

MADAME ALEXANDER DOLL CO.

My First Mint Doll,, from Madame Alexander Doll Co., is a 12-inch newborn doll with a soft, fabric body dressed in a gender-neutral mint color. The doll is designed for kids ages 2 and up. The Middleton Newborn Doll has lifelike features and a soft body that makes it look and feel like a real newborn. The 16-inch doll is available in light or dark skin tones and includes an adoption certificate for kids ages 2 and up to personalize. Designed to look and feel like real babies, Newborn Nursery Dolls are available in eight diverse styles. Each 19-inch doll has a soft, weighted fabric body, molded head and limbs, and wispy hair. The dolls feature Lee Middleton sculpts and is designed for kids ages 3 and up. The Birthday Joy 8-Inch Wendy Doll has an articulated, poseable body with her hair styled in double buns and bangs. The doll wears a pink party dress with an iridescent bubble skirt and sparkling confetti. Like all Wendy dolls, this doll arrives packed in the classic blue Madame Alexander box with pink tissue paper. The doll is available in diverse styles, including light, medium, and dark skin tones, and is designed for kids ages 14 and up. The Splash and Play Mermaid is designed for kids ages 2 and up to play with in the bathtub. The 12-inch doll is fully submersible and comes dressed in a mermaid swim set with a hooded towel tail. It also includes a bottle and a fish toy.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

My First Mint Doll

YULU

YULU’s Pop Pops combine popping bubble wrap with slime and collectible figures. Kids ages 4 and up can pop open the slime-filled bubbles to find the hidden characters inside. The starter packs include six bubbles, two of which have collectible figures inside, while the deluxe packs include 12 bubbles, four of which have collectible figures inside. Pop Pops Pets feature 60 collectible pet characters in series one, including a teacup pig, a bunny in a top hat, a penguin pirate, and more. Each character comes inside bubbles filled with pink or purple slime. Pop Pops Snotz feature 60 gross-themed collectibles in series one, including basketball-playing aliens, a pizza maker, and more. Each character comes in its own snot bubble with green slime.

EPOCH EVERLASTING PLAY

Epoch Everlasting Play adds to its Calico Critters line with the Elegant Town Manor Gift Set and the Cute Couple Set, both designed for kids ages 6 and up. The Elegant Town Manor Gift Set is a two-story manor with a detachable roof that kids can place on other Town buildings. The set includes a gold-stained chandelier hanging from the ceiling, as well as furniture, windows, railings, a terrace, a balcony, a spiral staircase, and a specially outfitted Stella character. The Elegant Town Manor Gift Set can connect to the Designer Studio to create Stella’s Grand Residence. The Cute Couple Set includes Stella Hopscotch Rabbit and her new boyfriend, William Cinnamon Rabbit. The duo is dressed in fashionable clothing, and they are designed to hold hands. The set also includes a bouquet of red roses and a holder for the Critters to carry. Kids ages 4 and up can create safari-themed bead designs quickly with the Aquabeads Box of Fun — Safari. It comes with two flip trays, stands, and play mats. The container fits all the contents inside, which includes more than 3,000 jewels and solid beads in 24 colors, a bead palette, two flip trays, two receivers, 10 bead stands, a sprayer, and play mat template sheets. The bead pen is sold separately. Action Soccer is a soccer goal that shifts 3 feet from side to side as kids play. When kids score, they will hear cheering sounds. It features two different skill levels for kids ages 4 and up to play both inside and outside. Gulpin’ Guppies is a game for kids ages 4 and up. Players must spin the wheel and gulp each other’s guppies to make their fish grow as they swim to the finish line, all while avoiding the waves that might wipe out the fish and cause them to lose any guppies they gulped. This game promotes counting skills, and there are two ways to play to accommodate different ages. Elegant Town Manor Gift Set

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

BEVERLY HILLS TEDDY BEAR CO.

Beverly Hills Teddy Bear Co. introduces Squeezamals 3 Deez, sweetly scented slow-rise stuffed animals. Squeezamals 3 Deez Deluxe are larger versions of the scented plush animals. When kids squish and squeeze Müshmeez meez, the moldable plush animals hold their shape. BiGiggles are plush animals that repeat what kids say in high- or low-pitched voices. They also giggle, make silly sounds, and bobble along. These products are designed for kids ages 3 and up.

E-BLOX

Lumen,, from E-Blox, are minifigures based on characters from E-Blox’s Story Blox series. Seymour and Ruby each have a glowing torso that spreads to their smiling faces. Collectibles include Glen the dog, Robyn the robot, and Max the robot. Kids can build 3D, light-up circuits directly into their projects with Power Blox. Lumen

SUPER IMPULSE

Squeezamals 3 Deez

Super Impulse’s Tiny Arcade Series 3 features arcade games that fit in the palm of kids’ hands. Each Tiny Arcade comes with a keychain and has full-color, high-resolution screens; authentic game sounds; and two directional buttons in a backlit, arcade-style cabinet. Available in Tetris and Pole Position, the games are made for kids ages 8 and up. Each credit card-sized MicroArcade comes with a full-color screen, sound effects, and directional control buttons, with a micro USB charger included. MicroArcade Series 1 features Pac-Man, Tetris, and an Atari Combo Card including Missile Command and Centipede, plus a bonus surprise game. Rubik’s Tilt is a handheld electronic video game controlled by motion. Kids ages 8 and up can tilt the electronic Rubik’s cube in the direction they want to turn the cube. It includes sound, various skill levels, and a timer for speed-cubing. World’s Smallest Super Soaker is a miniature, working Super Soaker measuring less than four inches in size. Kids ages 6 and up can squirt a dozen shots up to 25 feet. New styles based on the original Super Soaker include the Super Soaker 50 and the Super Soaker Barrage. World’s Smallest Crocodile Dentist is a miniature game based on the full-size version. Kids ages 6 and up can open the crocodile’s mouth wide and examine his teeth by pressing them one by one. If they hit the sore spot, the Croc will quickly bite down. World’s Smallest Uno is a tiny version of the card game. Kids ages 6 and up can play by matching colors or numbers, or by playing an action card against their opponent. World’s Smallest Elf On Shelf is a holiday activity for families. Kids ages 6 and up can move Scout Elf around the house each night, so he can report back to Santa who has been naughty or nice. World’s Smallest My Little Pony is a miniature version of My Little Pony, available in six retro styles. The collectibles come with hair manes and tails for kids 6 and up to comb and style. Each package includes two ponies and a mini comb. The World’s Coolest Jumanji keychain, based on the original game that inspired the movies, includes a miniature box-and-board keychain and four magnetic animal game pieces. It snaps closed for full portability. Designed for kids 5 and up, the game is not playable. Each World’s Smallest Hot Wheels Blind Box includes a die-cast car stored in a reproduction 1968 original package display case keychain. Kids ages 8 and up can collect 15 ultra-rare, 50th-anniversary cars. Made to last with mini die-cast, working wheels, these 1:18 scale cars are working Hot Wheels replicas. World’s Smallest Blind Box Series 3 includes 10 assorted toys from Super Impulse’s World’s Smallest and World’s Coolest collections with two mystery items for kids ages 8 and up to collect. World’s Smallest Super Soaker

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

ALEX BRANDS

Loopies, from ALEX Brands, are plush characters that kids ages 7 and up can create themselves. Kids can stuff the mesh pocket on the front of the pre-sewn plush with fluffy chenille yarn, pull the loops through with a hook, and add felt features and other details to create a unicorn, a panda, a cat, or a penguin. Slinky Headz are Jr. Slinkies that come inside printed character cases, with six different characters to collect. Kids ages 8 and up can connect the slinky to each end of the case to make it walk. Kids ages 8 and up can grow a crystal pet with Scientific Explorer Crystal Buddies. The pets live in water, and there are three different types: Sparklehorn the Unicorn, Squigglywink the one-eyed monster, and Geosaur the triceratops. Scientific Explorer The Science of Music is a DIY kit that kids can use to build and play their own electric circuit guitar. Kids ages 8 and up can assemble the cardboard body with the sound module and attach the copper contact strips to be the guitarâ&#x20AC;&#x2122;s frets and strings. The completed guitar plays 60 notes and three back beats, and features acoustic and distorted sound options, volume control, and a try-me mode with two demo songs. Kids ages 6 and up can make three soap pops with the ALEX Spa DIY Bath Jelli Pops. To make the pops, kids can mix and layer bath gels with scents, place them in the fridge, and wait for them to set. Loopies

HORIZON GROUP USA

Horizon Group USA launches Vendees, dispensers with interactive packaging that contain five surprises. Kids ages 6 and up can unwrap the Vendees dispenser, then explore the different pull-tabs and compartments to unveil surprises, such as keychains, erasers, temporary tattoos, and scrunchies. Even after kids discover the five surprises, they can continue to play with various activities, including creating custom lip balm creations and painting ceramic figures. Vendees are available in different themes, including Atomic Rainbow Lip Balms, Sweet Treat Bath Bombs, Go Wild Nail Art, and Holo Unicorn Paintables. Kids ages 6 and up can personalize and decorate their own Making the Moment Liquid Galaxy Journal. The journalâ&#x20AC;&#x2122;s cover contains a shimmery liquid with sparkling stars and glitter that kids can touch and move for an interactive feel. Kids can personalize the pages of the journal with stickers, scented gel pens, and cut-out shapes. Kids ages 14 and up can make crystals with the STMT D.I.Y. Crystal Unicorn set, and then embellish their crystal creations with unique designs using color droppers and metallic paint. The STMT D.I.Y. Journaling Set includes patterned paper, chipboard frames, sparkling glitter tape, stickers, and more for kids ages 14 and up to personalize the 70-page spiral journal. Kids ages 14 and up can create a hanging garden with the STMT D.I.Y. Crystal Terrarium by layering colored sand and pebbles and adding faux greenery, precious stones, and essential oils.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

ISCREAM

Iscream introduces the Rainbow Narwhal Sleeping Bag with a furry outside and a faux-shearling lining. Kids can roll it up into the top pocket to travel with it. Iscream will also showcase new Furry Pillows. The Rainbow Narwhal Furry Pillow features an embroidered face, rainbow fleece details, and a bubblegum scent. The Holiday Lollipop Furry Pillow features printed faux fur and fleece accents, while the Reindeer Furry Pillow features printed faux fur. The Solar System String Lights feature 10 LED, illuminated, acrylic lights modeled after the planets. Rainbow Narwhal Sleeping Bag

CUDDLE BARN

Enchanted Pets

Cuddle Barn introduces Enchanted Pets featuring Starlight the unicorn and Luna the llama, designed for kids ages 2 and up. Each pet comes with a leash to activate walking and tail-wagging features. The pets also say phrases as kids walk them. My Piggy Piper is a plush pig who wears a green bandana with a corn print, and features a swaying head and wiggling eyes. Designed for kids ages 2 and up, the plush pig sings two classic songs: “Old McDonald” and “Farmer in the Dell.” Octavius the Storytelling Owl recites five classic fairytales. Each story ends with a critical-thinking question about the tale. Designed for kids ages 2 and up, Octavius features light-up eyes, feet with pause and play buttons on them, and a list of fairytales on the back of his book. Tree Rex is a T. rex dressed as a Christmas tree, designed for babies ages 18 months and up. He dances up and down while the tree lights up to the holiday song “Rockin’ Around the Christmas Tree.”

LEARNING RESOURCES

Learning Resources introduces Coding Critters, interactive pets that introduce preschoolers to critical thinking, problem-solving, and other STEM skills with play sets, storybook coding adventures, and two interactive modes. The full-color, 20-page storybook includes multiple coding challenges designed for kids ages 4 and up. With the Beaker Creatures Alien Experiment Lab, kids ages 5 and up can make Reactor Pods, soak creatures in slime, and more. The 18-piece set includes two Reactor Pods with mystery creatures, a full-color experiment booklet with science facts, and hands-on science tools. The Beaker Creatures Series 2 Reactor Pod Two-Pack is a blind box that includes a collectible creature, a classification card, and a mini-poster featuring science facts. There are 30 new collectible creatures, including the slimy Swampoids, mechanical Bytebots, and limited-edition Color-Change Frostonians. The Beaker Creatures Whirling Wave Reactor comes with a Reactor Pod, a limited-edition Color-Change Frostonian, and a science experiment guide. Kids can drop the Reactor Pod into the chamber, fill it with water, and spin the lever to reveal the creature inside. Hoot the Fine Motor Owl features five activities for babies ages 18 months and up, including dropping coins, rotating Hoot’s eyes, poking his squeaky nose, and flapping his wings with the sliding front buttons. Coding Critters

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

Soft’n Slo Squishies Designerz

ORB

RELEVANT PLAY

Relevant Play introduces Coilz, a tactile collectible and game. There are 50 Coilz within 10 different themes to collect in series one. The Coilz Starter Pack blind pack includes four collectible Coilz and a collector’s card; the Super Pack blind pack includes eight collectible Coilz and a collector’s card; and the Coilz Cup blind pack includes six collectible Coilz, a bocce ball, a distance marker, two backboards, and a collector’s card for kids to play more than 10 challenging Coilz games.

EBBA

Cuddlers Coby Cow Play Mat

Soft’n Slo Squishies Designerz, from ORB, are hyper-detailed, squishy, slow-rise characters printed with colorful patterns and symbols, designed for kids ages 8 and up. Kids ages 8 and up can combine specially formulated ORB Soft’n Slo Squishies with ORB Slimi Cafe toppings to make slimy pretend desserts. Kids can mix and match the squishies and decorate them with Jameez, Fluffiwhipz, Swirleez, and Drizzlerz toppings. When kids are done experimenting, they can squeeze their creations and watch the toppings easily come apart for endless creations. Kids ages 8 and up can collect nursery pals with ORB Mocheez Babies, jiggly baby characters, each with its own personality and style. Kids ages 3 and up can pull, stretch, and squeeze the stretchy and transformable ORB Slimy Xtreme Glitterz to watch the bright colors become as clear as glass. ORB Morphimals are detailed, moldable figures made for kids ages 8 and up. Each one starts as a collectible character, including a sloth, a dinosaur, a unicorn, and a zombie, and kids can create new forms with them.

Babies can engage in tummy-time play or cuddle up for a nap on ebba’s Cuddlers Coby Cow Play Mat. The 36-inch mat features soft fabrics and embroidery. Piggyback Pals is a line of 13-inch, tan bears with a hidden pouch for kids to store their belongings inside. Jaxon the Magical Dragon is a 21-inch, soft ride-on with embroidered facial features, designed for babies ages 12 months and up. Story Pals Soft Books are educational books with crinkle pages to encourage parent and baby bonding. The books have hooks and loop straps that make it easy to attach them to car seats, strollers, cribs, and more. Sloth Cute Sammie Sloth is made with a two-tone, soft fabric that babies can cuddle. The plush sloth measures 10 inches. Llil’ Llama Llove is a 12-inch plush llama made with soft and fluffy fabric for babies to hug. The 16.5-inch Huggy Bear features a soft wavy texture, a hand-sewn satin nose, and a floppy, ragdoll body for babies to hug and play with.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

LOONEY LABS

WREBBIT 3D

The Winterfell Wrebbit3D Puzzle is Wrebbit 3D’s second Game of Thrones-inspired 3D puzzle model this year to celebrate the eighth and final season of the HBO series. The 910-piece puzzle is recommended for kids ages 14 and up.

AUTRUCHE

CREAGAMI, from Autruche, are 3D origami kits that include colored sheets, each with 24 pre-cut cards and folding guides that kids can follow to create 3D sculptures. There are 12 models available. Honeycombs is a family game with three ways to play. The object is for players to match their symbols by connecting their tiles together. The more matches players make, the more points they will earn. The honeybee is wild and can match with any symbol. V-CUBE is a 3D puzzle cube with an unlimited number of layers that provide a safe and smooth rotation. The goal is to rotate the pieces to match colors together. V-SPHERE is a sliding, spherical puzzle consisting of eight colored, spherical triangles. The player must slide the moveable parts around the sphere, using the empty space to navigate. The goal of the puzzle is to match the colored, movable parts to the fixed triangles of the same color. The Heye Puzzle Line is made in Germany with images licensed by 30 different artists. The Jumbo Puzzle Line with WASGIJ (Jigsaw spelled backward) features brainteaser jigsaw puzzles.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

Looney Labs introduces Marvel Fluxx and Jumanji Fluxx in partnership with Cardinal. These card games come in slightly larger boxes than most Fluxxes and will include a collector’s coin. Marvel Fluxx includes Marvel characters, such as Spider-Man, Black Panther, and Groot. Jumanji Fluxx includes an entirely new card type: dangers. There will be specialty versions available with seven bonus cards. Star Trek: Deep Space Nine Fluxx is the third title in Looney Labs’ Star Trek Fluxx series. The game includes Star Trek characters, such as Benjamin Sisko, Quark, Jadzia Dax, Worf, and more. ChronoTrek is a version of Chrononauts in which players can explore the history (and alternate history) of the Star Trek universe. Players can take on the identification of their favorite Star Trek characters as they try to alter history to restore their specific timeline. Time Breaker is a game in which players are racing time to catch a chrono-criminal. The premise of the game is that players work in the security division of the Time Repair Agency, where changing history is a crime. Players must carefully navigate the timestream to find and arrest the Time Breaker and return to Time Repair Headquarters before their opponents catch up or the Time Breaker slips away. Along the way, players may get to see the Great Wall of China being built, the Wright Brothers take their first flight, or the first colony being settled on Mars. This game is recommended for kids ages 8 and up.

TASTEMAKERS

Tastemakers’ Arcade1Up machines stand at just under 4 feet tall, each housing different classic arcade games that come with immersive, full-color, high-resolution displays and sounds. The cabinets also have an original joystick and control buttons. Additional add-ons include a stool and a riser. The current Arcade1Up lineup for kids ages 14 and up features six types of cabinets with two to four different games in each. New titles this year include Mortal Kombat II, Space Invaders, Golden Tee, and Final Fight.

Timber Tots Magic Treehouse

FAT BRAIN TOYS

Fat Brain Toys’ Timber Tots Magic Treehouse is a portable dollhouse designed to look like a tree full of critters. The top of the tree pops up to reveal a detailed living space with a fireplace and furniture. There is an elevator built into the tree trunk, and the lower level features a tree swing and a shrub with a secret hiding spot. Designed for kids ages 2 to 6, the play set includes five critter figurines and a car. The tree snaps shut and has a handle to make it portable. Jixelz are pixelated puzzles for kids ages 6 and up. Each set contains tiny, jigsaw-shaped building pieces that kids can put together to create colorful designs that hold together, no ironing needed. Each 700-piece set contains enough pieces to build two designs at once, while each 1500-piece set builds four designs plus a big design.

MAPLE LANDMARK WOODCRAFT

The Games to Go Checker set, from Maple Landmark Woodcraft, includes 24 playing pieces (12 black, 12 natural), a printed cloth board, and a portable storage bag. The fiber-blend board measures 17 square inches, and the wooden pieces measure 1.25 inches in diameter. The set is designed for kids ages 8 and up. The Games to Go Leaves Memory Game features 20 leaf-printed rounds in 10 pairs. Each pair of leaves features a summer leaf and an autumn leaf, providing a learning opportunity for kids ages 3 and up. The game includes a cloth bag. The Games to Go Backgammon set includes 30 wooden playing pieces (15 black, 15 natural), a printed cloth board, four standard dice, a doubling die, and a storage bag. The fiber-blend board measures 17 square inches, and the pieces measure 1.25 inches in diameter. The set is designed for kids ages 8 and up. The Butterflies Puzzle features 12 large, interlocking pieces cut from 1/8-inch hardwood plywood and measures about 12 inches in diameter. The multicolored butterflies have detailed designs printed directly on the wood so the images don’t scratch off with constant play. Each puzzle comes shrink wrapped with a drawstring pouch for easy storage. This puzzle is designed for kids ages 3 and up. The NameTrain Camper Van Set contains a camper van, a camper trailer, and a moose on an 8-inch straight piece of track. Individual cars measure about 2.75 inches long by 2 inches high each and have a non-toxic finish. The track is sanded smooth with laser-engraved stripes and is unfinished. All pieces are crafted from locally sourced, sustainably harvested hard maple and are compatible with Maple Landmark Woodcraft’s NameTrain Wooden Railway Systems. This set is designed for kids ages 3 and up.

NameTrain Camper Van Set

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

FLYCATCHER

Kids ages 7 and up can design and build 2D and 3D projects using Flycatcher’s smART Pixelator with Bluetooth connectivity, easy-to-follow lights, and smART Pixel beads, sequins, or pegs. There are 50 step-by-step designs that kids can create, or they can engineer their own projects using the smART Pixelator app on any mobile device. Additional beads, sequins, pegs, and projects are available for more customization. Kids ages 5 and up can turn photos from their smart devices into drawings using the smART sketcher Projector. Kids can use the free smART sketcher app to filter photos and transfer them to the projector via Bluetooth. The smART sketcher will project the image onto paper, so kids can trace and color it. Kids can also choose to draw from a preloaded SD card that comes filled with a variety of images and activities, including step-by-step drawings, learn-to-write letters and numbers, early spelling skills, and more. Additional extension packs containing themed pictures, letters, numbers, spelling activities, and cursive writing are available for purchase.

smART Pixelator

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

Shoot for the Moon Career Collection

SOPHIA’S

Sophia’s introduces 18-inch doll accessories, including a Skateboard Set, a Medical Kit, Plush Furniture, and a line of licensed products in collaboration with the Smithsonian, all designed for kids 5 and up. The four-piece Skateboard Set includes a skateboard with pink-andblue palm tree designs on top and an ocean sunset on the bottom. A pink flower design is on the front of each kneepad. Kids can use the enclosed stickers to personalize the purple-and-pink safety helmet. The eight-piece Doll-Sized Medical Kit features a multitude of accessories that fit neatly into a black fabric doctor bag. The set includes X-ray films, a working syringe, a pink stethoscope, a clipboard, an intake form, and a pen. Kids can pack them all up into the medical bag. Sophia’s newest plush furniture is a Gray and White Pull Out Bed. The convertible bed folds up into a chair and features matching pink polka dot bedding and pillows. Kids can fold the bed up to maximize storage space. The Shoot for the Moon Career Collection is a Smithsonian-licensed line that includes accessories and apparel to teach kids about five STEM careers: astronaut, biologist, horticulturist, paleontologist, and veterinarian. The eight-piece astronaut set includes a spacewalk suit, a telescope, a camera, a pen, astronaut food, a moon chart, and a sparkly moon rock specimen bag. The 14-piece biologist set features a white lab coat with blue goggles, a butterfly net, petri dishes with lids, a bacterium poster and chart, a pipette, tweezers, a pen, a magnifying glass, and a variety of animals. The 16-piece horticulturist set includes a lime green gardening apron, several gardening tools, a pot with a flower and soil, three seed packets, a plant marker, three vegetables, and potting soil. The 10-piece paleontologist set includes a khaki sun hat with a satchel, a compass, a camera, a tablet, a map, a mallet, a pick, a brush, and a dinosaur dig block with a hidden treasure. The 11-piece veterinarian set features teal scrubs, an anatomy poster, a stethoscope, a clipboard, a medical intake form, a pen, a syringe, two X-ray films, and a plush bear.

BIZYBEEZ

The MagStix Sensory Magnetic Toys Building Set, from BizyBeez, is a 41-piece magnetic building set designed for kids ages 3 and up to build a variety of vehicles and structures. The set includes magnetized sticks, colorful metal balls, snap-on wheels, and a portable playboard kids can use as a building base. The jumbo size of the pieces makes them easy for kids to grip. When kids are done playing, they can store the MagStix in the included storage bag.

COBI

The Missouri, from COBI, is a 1:300-scale model of the USS Missouri, the last battleship ever built by the U.S. Kids can build the model, which measures 35.5 inches long, with more than 2,000 blocks. The set includes a black exposition stand featuring the ship’s name. Kids can also build a model of the Higgins Boat with the Landing Craft, Vehicle, Personal (LCVP) building set. This boat was used extensively during World War II, and COBI will release this model in connection with the 75th anniversary of D-Day. The model is 1:35 scale and features moving parts, such as two machine guns and a mechanism to lift and lower the front ramp. The Saturn V model replicates the multistage space rocket NASA used during the Apollo manned space flight. Released in connection with the 50th anniversary of man landing on the moon, the model reproduces the shape and details of the rocket. COBI’s B-17 is the largest aircraft model the company has ever produced. Modeled after the Boeing B-17 Flying Fortress, the construction block model features moving parts, including wheels, wings, ailerons, and propellers. Kids can recreate the 1969 moon landing with the Apollo 11 construction block model. This commemorative model celebrates the 50th anniversary of man landing on the moon and includes two astronaut figures.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

UNIVERSITY GAMES

University Games introduces Rubik’s Cage, a game in which two to four players take turns inserting colored cubes into the cage to try to build three in a row. Other players can twist or turn the cage to confound other players. This game is designed for kids ages 7 and up. University Games’ Megableu USA brand introduces Heist, a cooperative and interactive electronic game for up to four players. Players have five minutes to pull off a heist at one of five levels of difficulty. Each player’s character and cooperation is necessary to crack the safe without tripping the alarm. This game is made for kids ages 7 and up. The Briarpatch division of University Games also premieres its first game for kids as young as 2 years old. Based on the First 100 Words book series, the games use simple, collaborative play for babies to learn introductory vocabulary, colors, and concepts. The games include the First 100 Words Activity Game, Numbers Colors Shapes Bingo Game, and First 100 Animals Matching Game. For kids ages 3 and up, Briarpatch expands its preschool licenses with the The Very Hungry Caterpillar What Can You Do? Game (The World of Eric Carle) and Pete the Cat: The Wheels on the Bus Game Game.

Heist

THE TOY NETWORK

67-Inch Sequin Snakes

The Toy Network introduces Dinosaur Fossil Egg Putty, designed for kids ages 3 and up. Each egg includes both putty and a dinosaur fossil figure for kids to play with or collect. The 67-Inch Sequin Snakes feature a “flip sequin” design. Kids ages 3 and up can run their hands over the material to change the color of the plush snakes. Squeezy Beads consist of a durable rubber material that surrounds gel-like beads for a distinctive visual effect and a unique texture. The sensory toy for kids ages 3 and up is available in a variety of colors, shapes, and animals. Jumbo Squish is available in more than 15 trendy styles, including flamingos, unicorns, jumbo fruits, hamsters, and more. Jumbo Squish is made from a soft, slow-rising material. Sequinimals are soft, stuffed plush animals with flip sequins that change color when kids ages 3 and up run their hands across the material. The line now includes a variety of trendy animals, including unicorns, llamas, sloths, and more.

THAMES & KOSMOS

Kids ages 6 and up can build gumball machines and learn physics lessons with Thames & Kosmos’ Gumball Machine Maker.. Turning a handle dispenses one gumball at a time out of the clear storage globe, and the gumballs land in a collection cup so they can be used for another run. Kids can move the track segments to create different gumball machines to see cool stunts and tricks as the gumballs roll down the track. Kids can build a robotic pet hedgehog using the 172-piece My Robotic Pet — Tumbling Hedgehog.. It has a built-in sound sensor, LED light-up eyes, and will react to sounds. Kids ages 7 and up can make different sounds to watch it tumble, roll, spin, bristle its spines, and scurry. Kids can clap once to see the hedgehog roll Air-Walker into a ball and tumble backward, or clap multiple times to watch it tumble that many times. Kids will learn about gears, motors, sound sensors, and LEDs. The Air-Walker is a four-legged bot that uses a system of suction cups and pumps to crawl along smooth, vertical surfaces. Designed for kids ages 8 and up, this hands-on construction kit demonstrates the power of air pressure. Architectural Engineering is a STEM experiment kit that kids ages 8 to 14 can use to learn about architectural design. Through model-building exercises, kids play the role of architect and engineer as they piece together models, including the Sydney Opera House and the Eiffel Tower. Brainwaves: The Astute Goose is a game in which kids ages 8 and up work to identify a burglar hiding in a crowd. What did the culprit look like? What animal accomplices did they have? Suspect cards are assigned a number from one to six. Players look at these cards and then turn them face down. On a turn, a player rolls the two dice: one showing a number, the other showing a characteristic of the burglar. If the player can identify the correct item on the correct burglar card, they claim that card as a reward and then put a new card in its place. The player who collects the most cards wins. In Brainwaves: The Brilliant Boar, each player takes cards showing different animal portraits. Kids ages 8 and up can look at the cards briefly when they draw them, but must then face the cards away. On each player’s turn, they can take the top card from the deck into their hand or play one of their cards onto the table, attempting to make as many pairs as possible from the card just played and those already face up on the table. The player who collects the most cards wins. In Brainwaves: The Wise Whale, players lay nine sea creature cards face down after trying to memorize which creatures are on the cards. During each player’s turn, they reveal a new card from the deck. Then, the player must reveal a card that matches either the creature or the color on this new card. If the player does, they claim this card, and then lays out a new card face down in its place. The player who collects the most cards wins in this game designed for kids ages 8 and up.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

IMAGINE BY RUBIE’S

Imagine by Rubie’s, a division of Rubie’s Costume Co., introduces the Captain Marvel Dress-Up Set Set, which includes a deluxe costume jacket with glitter accents, gloves with glitter accents, and an eye mask with mesh covering the eye openings. The Hulk Dress-Up Box Set and the Captain America Dress-Up Box Set each include a fiber-filled, muscle chest costume top and a molded mask (Hulk) or a half-mask (Captain America). They each come in themed, beautifully designed box sets for gift giving and year-round play. All three sets are available in a one-size-fits small/medium.

Moosh-Moosh Bank

MMG BRANDS

MMG Brands expands its Moosh-Moosh line of soft, tactile plush with Moosh-Moosh Series 4, which includes new characters in multiple sizes. There are also new Moosh-Moosh accessories, including the Moosh-Moosh Bank. This plush bank makes noise when kids drop a coin in the slot on its back. The bank can hold up to $100 in coins. The Moosh-Moosh Flashlight is a nightlight kids can cuddle. The plush flashlight is available in six soft fabric styles. Moosh-Moosh Round Pillows are available in 12 regular-sized characters — including a llama, a shark, a strawberry, and a caticorn — and six jumbo-sized characters. MMG Brands also introduces the Moosh-Moosh Squared2 Pattern Plushies. These 10-by-10-inch cube plush will be available in nine characters, including a cow, a dragon, a bat, a corgi, and more.

Captain Marvel Dress-Up Set

SMART TOYS AND GAMES

Smart Toys and Games introduces the SmartGames Brain Train, a colorful shape sorting game. Kids ages 3 and up can try to match the shapes as shown in the challenge and place them in the right sequence. Each level offers fewer hints to complete the train. Kids will need to make sure the wagons are connected to the steam engine before it departs. The Brain Train includes 48 challenges. Kids ages 1 to 5 can build five dinosaurs with SmartMax My First Dinosaurs, which features strong bars and soft, colorful pieces. The SmartGames Smart Farmer includes 60 challenges from easy to expert. The animals are making a big mess and need to be separated, but the farmer only has three simple fences to divide his field into separate meadows. Kids ages 5 and up can help him by placing the fences so the horses, cows, sheep, and pigs each get their own spaces. Kids can develop their building and planning skills with the SmartMax My First Totem Set, which is the first SmartMax set to include a game: It has cards with 24 building challenges for kids ages 18 months to 5 years. With SmartGames Color Catch, kids ages 7 and up place the transparent puzzle pieces on the game board so that the frogs and salamanders match the colors shown in the challenge. But watch out: Their colors will change on different parts of the game board. The game includes 60 challenges and a travel-friendly game board with a lid.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

WOW! STUFF

Wow! Stuff expands its Harry Potter offerings with the Harry Potter Invisibility Cloak, which fans of the Wizarding World can use to “appear to disappear.” Using the free Wow! Stuff app and the green screen invisibility cloak, kids ages 8 and up can recreate scenes from the Harry Potter films. Anything or anyone covered by the invisibility cloak disappears when viewed, photographed, or filmed using the app. The other side of the cloak features a detailed pattern inspired by the films. The cloak measures 5 feet and 2 inches in length and is available in either a Standard Version — featuring a detailed pattern and a foldaway smartphone stand — or a Deluxe Version with a more detailed pattern and a tabletop smart device tripod.

ACROSS THE BOARD

Players ages 10 and up can race to the finish line with the handcrafted Horseracing Game, from Across the Board. Available in maple or walnut, the game features a wood veneer board, dice, cards, and 11 numbered horses that players move around the board. With Baseball Game, kids ages 6 and up roll the dice and run pegs around the bases to score a run. Players can keep track of their runs on a dry erase scoreboard that is built into the wooden gameboard. In the one-player game of Solitaire, kids ages 6 and up try to capture marbles until only one remains. This version features a solid wood gameboard and 36 assorted marbles. Farkle is a dice game in which players compete to score 10,000 points first. Kids ages 6 and up choose when to risk points and when to save them. The game comes with a dry erase Horseracing Game score sheet and dice.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

HOG WILD

Tony Hawk Box Boarders, from Hog Wild, are new, boxshaped collectible characters based on real skateboarders. There are 16 famous skateboarder figures from the Birdhouse crew in total, such as Tony Hawk, Lizzie Armanto, and Aaron Homoki. Each Box Boarder has a steel ball bearing underneath so that it can skate around in any direction and do tricks. Each Tony Hawk Box Boarders Action Pack includes a Box Boarder, a secret Tony Hawk Box Boarder, a camera holder, and four Quarter Pipe paper ramps. The Tony Hawk Box Boarders Super Pack includes three featured riders, a secret Tony Hawk Box Boarder, a camera holder, a fish eye lens, and a Quarter Pipe paper ramp. There are four different skate parks to collect: a kidney bowl, a backyard pool, a pro park, and an eight bowl. Kids can slide their phone into the slot on the side of the bowl to film their tricks, download the free Tony Hawk Box Boarders Studio app to edit the footage, and then share it online.

ODYSSEY TOYS

Odyssey Toys’ Glow Striker features a battery-powered air blaster that keeps five foam balls blowing in the air. Kids ages 8 and up try to knock them down using the included blaster and darts. Both the darts and the balls glow in the dark so kids can play during the day or the night. The Spy Rover First Person View (FPV) ATV, designed for kids ages 14 and up, features a 720p, high-definition camera mounted to the top to capture footage while kids drive the car. The ATV’s four monster wheels can drive on almost any terrain. Kids can control the car using the included remote or a mobile app. The Odyssey R/C Snake is a remote-controlled snake designed for kids ages 8 and up. The 15-inch, shiny snake has a retractable tongue and a tail that swings back and forth. The R/C Snake comes equipped with a remote transmitter in the shape of a snake egg, which controls the snake’s movements using infrared technology. Odyssey’s Diggin Moto is a remote-conOdyssey R/C Snake trolled bulldozer truck that can transform into a robot with the push of a button. The robot walks and responds to either kids’ voice commands or the included remote control.

GOLIATH

Goliath introduces BoomTrix, a set of mini trampolines, obstacles, and marbles kids ages 8 and up can use to design their own courses and trick shots. The set introduces elements of STEM and spatial thinking. Kids ages 4 and up can practice cup stacking with Speed Stacks, a set of cups specifically designed for speed. The set includes a professional cup stacking mat with a built-in timer to record kids’ stacking time to the thousandth of a second. Goliath also brings back Gator Golf this fall, a game designed for kids ages 4 and up. In the game, kids use a flamingo-shaped golf club to putt the ball into the gator’s open mouth. If they make the shot, his mouth clamps shut, then his tail flips the ball back to the players. The game is designed for kids to play both inside and outside. With the Aqua Crystals set, kids ages 6 and up can grow their own crystals in minutes by adding water and the included Aqua Crystals to the Crystal Maker. The kit also includes everything kids need to make crystal accessories, such as rings, bracelets, and dream charms.

BoomTrix

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

Be Kind Advent Calendar

MINDWARE

MindWare expands its PicWits! Game with PicWits! Silly & Sweet. In this game, kids ages 5 and up attempt to match the pictures with the captions, but it’s up to the judge to determine the best match. All pictures and captions are family-friendly, so match-ups are appropriate for any audience. The game includes more than 600 pictures and captions. Peaceable Kingdom — A MindWare Brand, introduces the Be Kind Advent Calendar to encourage kids ages 6 and up to engage in little acts of kindness during the holidays. This customizable and reusable advent calendar includes 35 tokens with prompts for good deeds. Kids can select 25 kind acts for the month and add them to the calendar. The calendar is designed to be used year after year. The Ice Cream Scented Sticker Tins in an Ice Cream Truck Display, from Peaceable Kingdom — A MindWare Brand — features scratch-andsniff stickers in a uniquely shaped tin. The sticker scents include vanilla, strawberry, grape, cherry, and chocolate. Each tin includes 20 stickers: four different styles that each have five stickers. The stickers are designed for kids ages 3 and up.

EGGMAZING

The Eggmazing Egg Decorator gives kids a way to decorate eggs without getting their fingers dirty. Kids can place hard-boiled eggs in the machine, which spins the egg, then touch one of the eight markers to the spinning egg to create colorful designs. The new Bunny Eggmazing Egg DinoMazing Egg Decorator Decorator features the same egg-spinning action, but is shaped like a floppy-eared bunny. With the DinoMazing Egg Decorator, kids can pop one of the three included plastic dino eggs into the spinner to decorate it. Then, kids can crack open each egg to discover neon slime and a miniature dinosaur figure inside. For the holidays, kids can create ornaments for the tree with the Treemendous Ornament Decorator. Shaped like a tree, the decorator uses the same spinning technology as the Eggmazing Egg Decorator to draw colorful designs on ornaments. It includes three ornaments and markers.Treemendous Ornaments are available in packs of six, which come inside a keepsake box for storing the decorated ornaments. Eggmazing also offers a Marker Replacement Kit with eight new markers for decorating. All Eggmazing products are designed for kids ages 3 and up.

EDUSHAPE

MUKIKIM

In The Genius Square, from MukikiM, players ages 6 and up each receive a sixby-six grid. Then, players roll dice and race to fill in the spaces on their grids. There are more than 60,000 possible solutions to the game. MukikiM expands its Rock and Roll it line with the Rainbow Xylophone and Bongos. Designed for kids ages 4 and up, the colorful xylophone features 22 musical note bars, a built-in speaker, seven sound styles, playback, and more. Kids can learn new songs with the color-coded song booklet or play along to their own music with the audio-in feature. The bongos mat, designed for kids ages 6 and up, features several sound styles, playback, audio in, and demo tunes. With the Hyper Runner Stunt R/C cars, kids ages 8 and up can perform highspeed stunts, including 360-degree turns, spin-flips, and jumps. If kids push the “demo” button on the remote, the car operates on auto pilot. The Hyper Runner Stunt car is available in three models: red, blue, and green. The TracerBot will trace the path that kids ages 5 and up draw. The bot is available in red, green, or blue and includes a washable marker.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

Edushape expands its Magna Blocks line with Pirate and Red Riding Hood sets. Kids must correctly align the magnetic blocks to get them to stay together. Designed for kids ages 2 and up, each set includes 12 pieces. Colorbits Balls feature bright bits of color that tumble around inside the ball. Each pack includes two of the textured sensory balls, designed for babies ages 6 months and up. Baby Sensory Balls are pliable, textured balls designed to sooth teething babies’ gums. Each pack comes with six balls designed for all ages. Kids can learn about shapes, counting, animals, and colors with the Textured Pop Blocks. Babies can interlock or stack the nine brightly colored, textured blocks.

Magna Blocks Pirate Set

OK2WIN

In the 3UP 3DOWN card game from Ok2Win, players ages 7 and up compete to get rid of their cards before other players. The game is a combination of strategy and luck because the 3DOWN cards aren’t revealed until the end. The game includes 84 neon-colored — orange, green, and blue — bridge-sized cards. Kids ages 8 and up can practice mental math with Boom Goes the Dynamite. In this card game, players race against the timer as they attempt to make traditional or “ignited” matches and try to remember where the cards are located. The game comes in a compact, travel-friendly box.

PLAYMONSTER

Babies ages 1 and up can create their own stories with the Mirari myStorymaker, from PlayMonster, by pressing a colorful button from each section. They choose a hero, an adventure, and a happy ending that plays as a story for them using sounds and voices. Babies hear a giggle and the narrator when they press the Mirari button, and parents can record the baby’s name so that playback will announce who made the story. Babies ages 1 and up can discover a surprise at bathtime with the Kid O Origami Color-Changing Boats. In warm water, the hulls transform into bright new hues. Moluk’s Nigi, Nagi, and Nogi tactile teething rings soothe babies’ gums and feature designs for visual stimulation. They are easy to hold, offer essential tactile and visual stimulation, and are made of food-grade silicone rubber. Plus, the teething rings are dishwasher- and freezer-safe. Oibo is a stackable, squeezable, easy-to-grip sensory toy for kids of all ages. A sphere merged with a 3-inch cube, Oibo is a grasping and teething toy for babies, a bouncing and rolling toy for toddlers, and a stacking and throwing toy for older kids. PlayMonster’s Full Circle is a word game for kids ages 8 and up. Players take turns using letter tiles to create words around the outer edge of the disc game board. The Island El Dorado is a strategy game for kids 14 and up. Kids play as explorers, seeking to discover and control the island’s four shrines. The game brings together tile laying, combat, and resource management. The game features different map layouts and eight character abilities that call for different strategies, so the game is new each time kids play. 5 Second Rule Spintensity is a spin on the game 5 Second Rule. In this version, a random timer will stop at 30 or 45 seconds. In that time, players must name three answers in five seconds, then hurry to do one of three things: spin the spinner and name two more answers to that same card, draw a new card and name three new answers, or pass to the next player. Goo on My Shoe is a board game invented by 9-year-old Edie, winner of Chicago Toy & Game Week’s Young Inventor Challenge. The game features 3D shoe pawns that players “walk” around the board, trying to avoid blobs that could be gum, poop, slime, etc. Kids 4 and up can strategically leave piles of goo for other players to encounter. The goal is to make it to the fountain and “wash” the goo off the shoe. Crime a “sketchy” game invented by 11-year-old Tiggy, Draw Into Crime, another Chicago Toy & Game Week’s Young Inventor Challenge winner, combines mystery, deduction, and drawing. In the game, a crime has been committed and one player knows what the suspect looks like. The other players ask questions to determine what the suspect looks like, then draw a sketch based on the answers. The game is designed for kids ages 6 and up.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

INSECT LORE

Insect Lore introduces a new, limited-edition Butterfly Farm to celebrate its 50th anniversary. Kids ages 4 and up can watch all four stages of metamorphosis as real caterpillars turn into butterflies. The farm includes a pop-up habitat, a butterfly feeder, sugar packets, and more. There is also a prepaid voucher for five baby caterpillars for kids to raise in the habitat and then release as butterflies. The Life Cycle Figures 24 Piece Set is an educational set that teaches kids ages 4 and up about the life cycles of butterflies, ladybugs, honey bees, praying mantises, ants, and frogs. The figures are oversized for small hands and come with a carrying case. Kids ages 2 and up can learn about the four stages of metamorphosis — egg on leaf, caterpillar, cocoon, and butterfly — with The Very Hungry Caterpillar Life Cycle Figures. The figures are inspired by The World of Eric Carle’s The Very Hungry Caterpillar.

PLAY VISIONS

Foam Alive, from Play Visions, comes alive when kids ages 5 and up squeeze it. Kids can press the compound into any shape — including a ball, a mountain, or a square — then it slowly separates. Splashlings An Ocean Full of Friends is a world of collectible characters, filled with tiny mermaids and sea creatures. With the new line of Splashlings Princesses, kids collect princess mermaids and their ocean friends. The complete line of Crayola Dough and Slyme is now available in Ice Cream Cones, Fast Food Fun, My Dough Play Center, and Dino Island play sets. Both the Dough and Slyme are designed for kids ages 3 and up. When kids ages 8 and up squeeze Bubble Balls,, the squishy ball pops through holes in the netting and changes colors. With the Mega Marbles Solar System Net,, kids ages 8 and up can learn the order — and other features — of the planets. There are 10 assorted colored marbles to represent the planets and the sun.

Starry Sea Star

STEIFF

Steiff’s Starry Sea Star is a soft toy that’s also a puppet. Kids ages 3 and up can put their hand inside this coral-colored, embroidered starfish. Starry features stitched eyes, a smiling mouth, and bean bags in its lowest legs for weight and stability. The Jimmy Teddy Bear is a plush pal designed for kids of all ages. The character is part of the modern generation of Steiff plush, which features contemporary designs and ultra-soft fabrics. Bubble Ball

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

ELENCO

Elenco’s new Teach Tech line features do-it-yourself robotic kits exploring concepts such as renewable energy, coding, and programming. One robot in the line is Tobbie II,, a Bluetooth-controlled robot kids can build. Tobbie II features six legs, a fully rotational body, infrared sensors, and more. Another Teach Tech kit is Mech-5!, a mission-based STEM coding robot that features “unplugged” coding — a mechanical coding wheel — instead of a computer. Kids can snap coding buttons onto the coding wheel to initiate movements, such as forward, backward, turn, spin, or pause. Both kits are designed for kids ages 10 and up. Snap Circuits Green Energy is a kit that kids ages 8 and up can use to explore clean Tobbie II energy concepts and the basics of electronics. The kit features new parts and content for current exploration into alternative energy. EL10T the Coding Robot introduces the basics of programming. Kids ages 3 and up can use coding blocks to program directions and dictate the robot’s movement. EL10T includes 16 mission cards that direct the robot and a double-sided mat to explore.

ANN WILLIAMS GROUP

Ann Williams Group expands its Craft-tastic line with a variety of craft kits. Kids ages 6 and up can create seven unique necklaces with the DYO Animal Necklaces kit, make two pin-free string-art unicorns with the Stacked Unicorn String Art kit, or make six fairy potion bottles and three potion necklaces with the Fairy Potions Kit. Kids ages 7 and up can make six rainbow-themed products with the I Love Rainbows kit: a garland, a cloud sun catcher, a rainbow necklace, a pinwheel, and a piñata. With the DIY Puffy Charms kit, kids can make a necklace, pencil toppers, shoe charms, and bracelets with their own puffy and shaker charms.

SKULLDUGGERY

Skullduggery introduces Knuckle-Headz, a line of pull-back vehicles featuring spring-loaded character heads. Kids ages 3 and up can face off their Knuckle-Headz in jousting battles by aiming their vehicles at each other, pulling the cars back, and letting them go toward each other. With a direct hit, the losing car’s head pops off about 12 inches into the air. Knuckle-Headz are available in six characters and in single and double packs. Kids ages 5 and up can drive RC Marble Racers, R/C cars featuring a 1.25-inch LED marble at its center. The cars feature rear-wheel drive for stunts and a clear chassis that shows the car’s motor and gears.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

JC TOYS

JC Toys introduces Lil’ Cutesies Petites, a line of 2-inch collectible baby dolls. Each doll features a color-changing diaper, a baby bottle, and baby accessories. The dolls are available in a Baby Bottle Individual Pack or the three-piece Nesting Doll set. The Berenguer Classics are a line of ultra-realistic, hand-decorated La Newborn Boutique dolls made in Spain. This summer, JC Toys will expand the line with five premium-edition dolls. Each doll comes dressed in a handmade outfit and is tucked into collectible packaging. JC Toys also introduces seven new La Newborn Boutique dolls this year, each wearing an adorable outfit and making a unique facial expression. Each 15-inch doll comes with a baby blanket and accessories.

WINNING MOVES GAMES

STICKYLICKITS

StickyLickits are edible stickers designed to make eating fruits and veggies more fun. The stickers are vegan and kosher, and free of sugar, gluten, dairy, and nuts. Kids of all ages can choose a sticker, lick it, and stick it to a piece of fruit or vegetable. Each pack includes 30 stickers in a theme: doodles, faces, Paw Patrol, or SpongeBob Squarepants.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

Bouncing Bingo, from Winning Moves Games, is a twist on the classic game. Players ages 4 and up take turns bouncing the special ball into the Bingo platform. When the ball lands in one of the animal spots, kids place a chip on their cards on that same animal. The first player to get four chips in a row wins the game. Flinch is the original Stockpile card game, originally created in 1905. Designed for kids ages 7 and up, the game is back for a new generation. The player who plays all of their cards in sequential order wins the game. In Precious Cargo, kids start with one ship and one sail. By making choices about which goods to trade, which ports to visit and colonize, and when to invest in improving the fleet, kids ages 10 and up can build an empire and make a fortune. Scattergories 30th Anniversary Edition features the components and categories from the original Scattergories game. The mechanical timer has three different settings so players ages 12 and up can set longer or shorter rounds. The Rubik’s Color Blocks puzzle includes different shapes, rather than cubelets of the same size. These pieces make the puzzle even more challenging. Kids ages 8 and up can also twist and turn the puzzle to create sculptures. To solve the blocks, kids need to align all six sides by both color and shape. Rubik’s Edge Cube is one layer of a standard three-bythree-by-three Rubik’s Cube, and it’s trickier than it looks. Kids ages 6 and up mix it up and try to get the colors realigned so that each side has only one color. The slim profile makes it ideal for travel.

THINKFUN

With ThinkFun’s Heads Talk Tails Walk, kids ages 3 and up try to recognize animal body parts on the hidden tiles they find and make a match. Players take turns flipping over two tiles in search of a match. If the tiles do not correlate, players must immitate the sound and movement of the two animals on the tiles. Using Crazy Aaron’s Thinking Putty, kids can stretch and knead paths to solve more than 60 challenging puzzles with the Thinking Putty Puzzle. With the classic flow puzzle, kids can create lines of putty to connect various start and end points without overlapping. Kids ages 8 and up work to solve more than 60 toppling dominoes challenges with Domino Maze. To solve each logic puzzle, kids must navigate pivots, blockers, one-way pieces, and a platform to successfully knock down a chain reaction of dominoes. With Invasion of the Cow Snatchers, kids ages 6 and up must maneuver a flying saucer on the magnetic gameboard over select cows in a certain order. There are 60 challenges to solve in a variety of skill levels, from easy to super hard, including genius levels for experienced puzzlers. Mystic Market is a fast-paced card game in which players ages 10 and up buy and sell magical ingredients to make potions. With a unique Value Track, the ingredients shift in value, forcing traders to barter strategically to complete different potions.

PLAYMOBIL

The Mission Rocket with Launch Site play set, from Playmobil, is designed for kids ages 6 and up. Kids can help the crew tune up and check everything on the maintenance platform, seat up to two astronauts in the rocket’s cockpit, and operate the transport container and space capsule separate from the rocket and dock them into the Mars Space Station (sold separately). The rocket features functioning lights and sound effects, including a countdown, thrusters, and space communication. Kids ages 4 and up can explore Playmobil’s Crystal Palace of the Winter Kingdom. As visitors approach the front gates, kids can lift the gemstone shield to lower two magical icicles and block entry. Friends can enter the palace and meet with the Crystal Palace of the Winter Kingdom royal family on the main floor, where the queen sits upon her throne while magical lights flicker up through the ice floor. The royal family can also ascend to their private apartment via the spiral ice staircase. The princess’ bedroom is fully furnished with a bed, a rocking chair, a vanity, and a dressing room, where kids can choose the princess’ outfit for the day — including a color-changing hoop skirt. Kids can also lower the hidden ice steps outside the princess’ bedroom so she can climb up to the palace tower, which features a telescope. This set includes the figures, a throne, furniture, and other accessories, including a bejeweled scepter, ice flowers, a love letter, and a magical key.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

ASTRA MARKETPLACE & ACADEMY 2019

FAMILY GAMES AMERICA

Sweet Heart Tropicorolle

COROLLE

The Sweet Heart Tropicorolle doll, from Corolle, features a soft, lightweight body that young kids can cradle in their arms. The doll’s vinyl head and hands feature a vanilla scent, and each doll wears colorful, sewn-on pajamas and a matching cap in a new Tropicorolle print. The Bébé Bath Tropicorolle doll is designed for babies ages 18 months and up to take in the water with them.

Family Games America expands its Reeve & Jones line with two new products. Kids ages 5 and up use strategy, memory, and logic in Brain Freeze. Players race to guess the secret sweet treat the other player or team has chosen. Kids ages 1 and up can draw with water using Splash Art. The set includes a double-sided, 13-inch drawing surface and a chubby, water-filled stylus. The company also expands its Little Moppet line. The Doctor Travel Case is a compact rolling case that transforms into a four-legged surface for toy medical equipment. Kids can personalize the working area with the included stickers. With the BBQ Play Set,, kids can pretend to cook hot dogs, corn on the cob, and more. The Animal Stacking Game features colored, animal-printed wooden blocks that kids can build with, sort, and stack. There is also a deck of animal cards for a tower tumbling game. All three products are designed for kids ages 3 and up.

The Doctor Travel Case

NORTH STAR GAMES

North Star Games introduces Dirty Pig, a card game for kids ages 6 and up. Players compete to be the first to get all of their pigs dirty. Keeping the pigs dirty can be a challenge, as rain shower and farmer cards try to keep the pigs clean. Both Dude and More Dude are card games for kids ages 11 and up. Players compete to get rid of their cards by finding someone else at the table who is saying “dude” in the same way they are. The different “dude” cards indicate how players should say the word — “dude!” “dewd,” or “doode,” for example.

WICKED VISION

JAZWARES

Jazwares introduces Nanables, a new line of ultra-small, colorful, and whimsical dwellings inhabited by Nanos. Unlike blind-boxed collectibles, Nanables let kids see what they are getting so they can build the collection they want. Kids can collect six different houses in two locations: Sweetness Town and Rainbow Way. Kids can collect all the houses in a themed land or mix and match themes to create a world that is uniquely their own. Each highly detailed house comes with two Nano figures and a viewer that allows kids to peek inside. In the fall, four new houses from Winter Wonderland will launch, with additional themes and houses planned for next spring. With the free Nanables app, available on the Apple App Store this summer, kids can scan their toys to bring their Nanables toys into an augmented reality environment. The app unlocks exclusive content, mini games, a collector’s guide, and more, for kids to create and customize a digital version of their Nanables world. New Nanables webisodes are also coming soon.

Kids can have some super-sized fun with the Wicked Mega Bounce XL 8-foot inflatable ball. The ball can bounce on almost any surface — including grass and sand. The Mega Bounce XL is easy for kids 6 and up to throw and catch thanks to its super grip graphics. The durable ball is great for the beach, park, or playground and comes with a foot pump. The Wicked Sonic Booma is a whistling boomerang designed for kids ages 8 and up. When kids throw the boomerang, it flies (and whistles) for 45 to 60 feet before returning. The boomerang is available in three different colors. The Wicked Sky Spinner Ultra LED trick disc is an upgrade from the Wicked Sky Spinner, with up to five times longer spins time and new trick abilities. Designed for kids ages 3 and up, the spinner features a high-speed ball-bearing, multicolor LED lights, and a “spin hub.” Kids ages 6 and up can use their hands and feet to keep the Wicked UKick off of the ground for as long as they can. Designed for individual or group outdoor play, the UKick fuses elements of badminton and street soccer. Kids can adjust the UKick’s feathers and plates to suit their skill level. Kids ages 8 and up can play with the Wicked Indoor Booma inside. This boomerang is made of soft, safe foam, so kids can throw it inside. When kids throw it correctly, the boomerang will fly 10 to 20 feet before returning.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

ASTRA MARKETPLACE & ACADEMY 2019

HEXBUG

Kids ages 8 and up can battle with HEXBUG Micro Titans, from HEXBUG. Kids select one of four Titans — the Centurion, the Knight, the Viking, or the Samuai — then push its head down to activate its energy core. The Titans enter the bowl-shaped Vortex and each fights to be the last one standing. Kids can control their Titans with a remote control, get a speed boost from the center of the vortex, and knock out opponents’ Titans by hitting their torsos. The HEXBUG Micro Ant and Scorpion are mechanical, bug-like creatures designed for kids ages 8 and up. Each erratic, motorized bug comes in five colors and moves best on solid surfaces. The Micro Ant features two “whegs” (wheel legs) and the Scorpion features swinging front claws and a bouncing tail. The HEXBUG Box Sumo characters go head to head in the sumo ring. Kids ages 3 and up use the ring’s vibration technology to push their opponent out of bounds to win the round. The ring also doubles as a carrying case for the Box Sumos. Kids ages 8 and up can battle the HEXBUG Battle Ground Battle Rings. These R/C robots feature an angled ring that stops them from tipping over when taking sharp turns, and side cannons kids can use to fire infrared shots at their enemies. The Battle Rings’ on-board sensors detect damage and will shut down if they take enough hits. With the redesigned VEX Robotics Catapult,, kids ages 14 and up build a catapult from more than 150 pieces. Once constructed, the catapult can launch projectiles more than 20 feet. Kids can change the release point of the firing arm to alter launching height or distance. HEXBUG also introduces the third season of BattleBots. The new R/C bots include Bite Force, which features a drum spinner, and Blacksmith, which features a forged hammer. Kids ages 8 and up can use the robots’ motorized weapons to knock HEXBUG Box Sumo off opponents’ armor to win the battle.

PEPPERELL CRAFTS

Kids ages 2 and up can embrace a bit of nostalgia with the Classic Mr. Rogers’ Neighborhood Trolley. From Holgate Toys, a division of Pepperell Crafts, the toy trolley commemorates more than 50 years of Mr. Rogers’ Neighborhood and the new feature film, A Beautiful Day in the Neighborhood, starring Tom Hanks as Fred Rogers. With Silkies Bead Sets, kids of all ages can create beaded bracelets with an interlocking closure. The sets include a variety of beads hand-selected for each themed assortment. Kids can learn about building and construction with Just Clip It. Each patented clip is designed to connect wooden craft sticks in multiple ways. There are four kits included in the set: a birdhouse, a bridge, a barnyard house, and a Ferris wheel. Kids who prefer to construct an original design can try the Creative Set. The set includes craft sticks and 725 clips. The Wish Catcher Kit features all the benefits of a traditional dream catcher with an added bonus: Each kit comes with six special dandelion “wish” charms. Kids can make a special wish when when they place each charm on the catcher.

BOOGIE BOARD

With Sketch Petz, from Boogie Board, kids can doodle on the plush animal. The Boogie Board electronic writing tablet is situated on the plush character’s tummy for kids to draw in color without a pen, markers, or crayons — they just use the attached stylus. Kids can give the paw a squeeze to erase the board and start anew. Petz are available as a Pegasus or a monster plush.

Classic Mr. Rogers’ Neighborhood Trolley

THE MANHATTAN TOY CO.

With the Natural Historian Finger Puppet Set, from the Manhattan Toy Co., kids can play pretend with these soft fabric butterfly finger puppets. The set includes three puppets that kids ages 3 and up can secure with interior elastic bands. Babies ages 12 months and up can play with the wooden Natural Historian Camera. The wood camera includes an adjustable neck strap and three interchangeable lenses in clear, blue, and kaleidoscope. With the Wood Shape Sorter Space Dog,, babies can learn to sort a variety of shapes and colors into the space-themed dog toy. The wooden dog storage bin features a shape sorter, bead runs, and a tail made of springs for kids to explore. Kids can sort and identify an included cube, cylinder, and triangular prism by shape and color.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

Wood Shape Sorter Space Dog

ASTRA MARKETPLACE & ACADEMY 2019

SMALL WORLD TOYS

Small World Toys relaunches the Darda Racing series, pullback motorized race cars that originally debuted in 1970. Designed for kids ages 5 and up, the cars speed around the track and loops. The cars come in three sets: Grand National Race, Speedway Champion, and Victory Lane. Small World Toys also launches a line of bath toys for babies ages 18 months and up, including Danny the Dolphin, Crusty the Crab Water Wonder, Wacky Duck Playset, Robbie the Robot Water Tumbler, and Sunflower Shower. The Graffiti Vehicle Assortment includes friction-powered, retro vehicles for kids ages 3 and up. The decorated vehicles come in six styles across three assortments: an ATV, a motorcycle, a minivan, a city service vehicle, an airplane, and a car. The Junior Scientist series features STEM products designed for kids ages 3 and up. The line includes two microscopes, a telescope, an eavesdropping device, Bunny Oculars, and a Small World globe. The Catch of the Day It’s a Bass! play set has a new look this year, as well as a new companion set, Catch of the Day It’s A Shark! Both sets are designed for kids ages 3 and up and include a magnetic fishing pole and a battery-powered bass or shark for kids to catch. Grafﬁti Vehicle Assortment Minivan

Little Tunes Tambourine

THE LEARNING JOURNEY

Kids can form their own bands with new musical products, from The Learning Journey. Babies ages 12 months and up can make music with the Little Music Maracas and the Little Tunes Tambourine by shaking the instruments or pressing their buttons. With the Crawl About Bee and Crawl About Butterfly, babies ages 6 months and up can watch the insect toys wobble across the floor. The toy’s bright lights and soft melodies entice young kids to crawl and catch the toys.

WONDER WORKS LAUNCHES MELISSA & DOUG PLAY ZONES Kids can “Take Back Childhood” with hands-on, tech-free play. by JACQUELINE CUCCO, associate editor WONDER WORKS, A SPECIALTY TOY store with four locations in South Carolina, debuted some of the country’s ﬁrst Melissa & Doug experiential play zones at two of its Charleston area retail locations. Wonder Works carries everything from Melissa & Doug’s classic wooden puzzles and play-food sets to giant plush toys, costumes, and art supplies. In today’s world of over-scheduled and over-stimulated kids, Melissa & Doug is on a mission to “Take Back Childhood” with toys that encourage kids to imagine, explore, think, and, of course, play. The play zones are contained inside Melissa & Doug-branded units arranged into a “U” shape, featuring displays of products on the outside, and bright, colorful graphics on the inside, making it warm and inviting for little shoppers. The product display expands beyond the play zone onto the wall space behind it, with additional branded graphics displayed on the walls and hanging from the ceiling. Melissa & Doug’s immersive, tech-free play zones give stores such as Wonder Works the opportunity to provide their customers with a platform to cultivate creativity, emotional and social interactions, and problem solving through hands-on play. The play areas feature ﬁve interactive sets from Melissa & Doug, including the Snacks & Sweets Food Cart and the Fresh Mart Grocery Store. The sets feature an assortment of role-playing accessories to spark kids’ imaginations. “We also have shopping carts, kid-sized chairs, puzzles, and tons of other hands-on activities from Melissa & Doug,” says Wonder Works Owner Christine Osborne. Wonder Works held a launch event for the Melissa & Doug play zones, combined with a popular character visit. “There were kids everywhere. After kids met the character, we funneled them into our play 90

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

zones, and they wouldn’t leave,” Osborne says. “It was incredible to see how nearly every single one of our customers stopped to play, even with the chaos of a packed store.” The play zones are proving to be a big hit with the parents as well. “They enjoy seeing their kids engaged in play with other kids, some of whom they probably don’t know. The social development aspect of the play zones is huge,” Osborne says. “We’re also noticing that parents feel comfortable leaving their kids to play while they shop, as the zones are contained. That’s a huge win for us because the parents stayed pretty close to the kids before. Now, they’re exploring while their kids play, which helps sales.” Last June, Wonder Works debuted the country’s first Mattel store-within-a-specialty-store, so it’s clear the concept is working. Experiential play is not only important to childhood development, but it is also a traffic-driver that brick-and-mortar stores can use to their advantage in the changing retail climate. According to Osborne, Wonder Works saw a 39% increase in sales thanks to the play zones. Local communities can benefit from these in-store experiences as well. “As kids become more isolated with technology and over-scheduled with sports, clubs, and activities, play is a refuge for them. Families come together through play, and providing play zones, with everything you could possibly want for the ultimate imaginative play experience keeps them coming through our doors,” Osborne says. “Families can’t find experiences like that anywhere else, and certainly not for free. At the end of the day, it’s about inspiring creativity and a sense of wonder for these kids, and that’s exactly what hands-on play in the Melissa & Doug play zones does.” »

TAKEOVER

Show to Shelf: Bringing On-Screen Moments into the Real World by SIERRA MCCLEARY-HARRIS, senior editor YOUR KIDS ARE WATCHING PAW Patrol, and the episode features an awesome ﬁre truck. Fast forward to the next week: You’re walking through Target, and you see Spin Master’s Ultimate Fire Truck. It’s the very same one from the show, and your kids are ecstatic. It’s not a new phenomenon, and it may seem simple enough, but in reality, it’s the result of a multi-faceted show-to-shelf program that brings together toy designers, show producers, and a host of other parties for one purpose: to really bring shows to life through toys and other merchandise. Simply putting a character’s likeness on a toy or piece of apparel isn’t enough. Kids and viewers of all ages want to engage with their favorite characters in everyday life, and that’s where this idea of show to shelf comes in.

before toys hit retail shelves, and just as long before the show content is complete. “Bringing a toy line to life based on content is not a one-size-ﬁts-all application. Key items can be drawn directly from existing storylines, but strong toy ideas that ﬁt the brand DNA can also be written into episodes. We work very closely with all of our licensing partners to ensure that the products we develop are representative of what fans will connect with in each individual property.”

TIMING IS EVERYTHING While the overall process can differ across companies, along with what comes ﬁrst — merchandise or show — everyone can agree on one concept: Timing is everything. The most successful partnerships see a show’s producers, licensors, and licensees working together nearly from day one to ensure that a show or season’s key themes are represented seamlessly. “The key to any successful partnership between show creatives and the toy team depends on early collaboration,” says Jen Cerveza, senior vice president of toys at Viacom Nickelodeon Consumer Products. “Through meetings early on in production, we, along with our toy partner, are able to advise on ‘toyetic’ moments for the series.” Even with early collaboration, development can be a lengthy process. According to Just Play Co-President Geoffrey Greenberg, it can begin up to two years

On the flip side, sometimes it all starts with a toy concept. This may sound familiar to fans of the Masters of the Universe franchise — which began as a line of action figures in the early ‘80s before expanding to include comic books, a TV show, and an upcoming movie — and it’s still happening today. According to Randy Shoemaker, senior vice president of global marketing at Funrise, that was the case for the Rainbow Butterfly Unicorn Kitty TV series. “Rainbow Butterfly Unicorn Kitty actually started as a toy concept and evolved into a full-blown global TV series,” he says. “As we started developing the show, we had a lot of discussions about building in key themes that would translate into incredibly magical toys.”

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

Bringing a toy line to life based on content is not a one-size ﬁts all application.

IN THE ROOM WHERE IT HAPPENS Assembling the right people and looping in the right teams is important,

too. At Funrise, Shoemaker says that means everyone from executives to writers is hands on. “When it comes to creating a show, there are a lot of people involved in various stages along the way …” he says. “Early on in the development of the show, the toy product development, global brand marketing, and packaging teams are actively involved in reviewing the show scripts and providing notes on what will translate into great toys and concepting the toy line.” The same is true for Nickelodeon and its recent reboot of the classic Teenage Mutant Ninja Turtles franchise, Rise of the Teenage Mutant Ninja Turtles, whose first episode aired last July. “In the early development stages of Rise of the Teenage Mutant Ninja Turtles, we organized a meeting with the show creators and Playmates Toys, the master toy licensee,” Cerveza says. “Playmates noted that there was only one vehicle planned for the show at the time, the Turtle Tank. Historically, successful toy lines have another vehicle as part of its assortment, and motorcycles have always been part of the TMNT lore. We made the decision that two vehicles at two different retail price points would benefit the franchise, and the creators were able to write motorcycles into the series.” MUST-HAVE EXPOSURE Timing isn’t just a factor for development and collaboration, though. New shows — and their characters — need a certain level of exposure. Funrise’s Shoemaker says that kids need to watch a show for a minimum of six months to build an affinity for it and its key characters, which is necessary before anyone can even think of launching toys or

Paw Patrol, from Spin Master

consumer products. Krista DiBerardino, executive vice president of marketing integration and activation at Spin Master, which produces Paw Patrol, agrees, but says that a kid’s age also matters. “It depends on the age of the child. For preschool, yes, you definitely need that length of time to build awareness and build a name for the show,” DiBerardino says. “When you get to a little bit older children, … you don’t need as long.” Once that exposure is there, things move more quickly. “For subsequent seasons, we look to launch new products day and date with the new season as kids will already have a strong affinity for the show and will want toys tied to the latest season,” Funrise’s Shoemaker adds. DiBerardino also says that reboots, such as Spin Master’s Bakugan, don’t necessarily need this incubation period since they have established fan bases and legacies on which to build. In those cases, consumers may start to see toys on shelves in as few as four months. SOCIAL MEDIA’S BIG IMPACT As with everything today, social media is a big factor when it comes to both success and content decisions. Nickelodeon recently launched a range of meme-oriented SpongeBob SquarePants toys, with master toy partner Alpha Group. “In our initial discussions with Alpha, … we discussed that since the last SpongeBob toy line, SpongeBob memes had made a huge impact on social media,” Cerveza says. “We decided to design the new line to be more ‘fun- and

meme-oriented’ in order to capture how audiences were already engaging with the character.” Greenberg says that influencer content also comes into play. Just Play has a Ryan’s World line of products based on the popular YouTube channel Ryan ToysReview, coming out this fall. “When developing our Ryan’s World line of products, we understand that Ryan is the star and kids want to be able to do the things that they watch Ryan doing on his channel,” Greenberg says. “Our solution was to build a line that focuses on the best of surprise, compounds, and unboxing play patterns while also bringing in iconic characters from the show, including variations of Ryan himself (e.g., Red Titan, Kung Fu Ryan, etc.) and other channel favorites like Combo Panda and Gus.” SKY’S THE LIMIT With tailor-made content, collaboration, and open communication, the possibilities are endless. So how do manufacturers narrow their focus to produce brand-authentic toys with the greatest chance for success? For Funrise, the key is staying true to its core purpose of making “great toys that deliver a fun and magical experience for kids,” Shoemaker says. “Initially, we aren’t necessarily concerned with selling the show, but rather we’re focused on creating the most compelling content possible for kids that’s on trend (or sets the trend), and allows for great toys and play experiences,” he says. At Spin Master, it’s all about the delicate balance between play patterns, trends, and the brand’s core themes.

“It’s definitely influenced by outside factors,” DiBerardino says. “Think of something like Paw Patrol. There’s a core component to that, which is about roleplay with heroes and rescue. When we’re building out other advertising and marketing elements, whether that’s for YouTube or YouTube Kids or on TV, those core themes and elements play through that as well so that everything is connected to the child and it’s delivering real excitement for them. “Kids really fall in love with the characters, so the other part of this is we really want to bring everything to life. That storytelling through their physical play is really important to the connection,” she adds. Nickelodeon largely bases development decisions on who the target demographic is, with moms serving as a kind of special sauce. “Decisions on which elements of a series are made into toys are often dependent on the target consumer,” Cerveza says. “For preschool properties, the primary audience are kids, but the secondary audience are moms.” When executed well, a show-to-shelf program is seamless, appearing effortless and enabling kids to engage with their favorite characters like never before; in reality, it’s anything but simple. » Sierra McCleary-Harris is a senior editor at Adventure Media & Events, editing and producing content for the Toy Book, the Toy Insider, and the Pop Insider. You can find her fangirling over the latest llama toys and all things plush.

toybook.com | MAY/JUNE 2019 | THE TOY BOOK 93

Elmo the Engineer, Photo: Zach Hyman, Sesame Workshop

APrepping HALF-CENTURY OF SUNNY DAYS an Icon for the Beginning of the Next 50 Years by JAMES ZAHN, senior editor FOR 50 YEARS, KIDS HAVE BEEN asking, “Can you tell me how to get to Sesame Street?” As of this May, there’s an answer — the corner of 63rd Street and Broadway in New York City. It’s the ofﬁcial designation for an unofﬁcial location that’s been delighting kids since Nov. 10, 1969, when Joan Ganz Cooney and Lloyd Morrisett launched Sesame Street. With a diverse mix of human characters and Jim Henson’s Sesame Street Muppets, the series remains an icon — the benchmark for educational programming — and a source of inspiration for some great toys, products, and family entertainment.

partners, such as Bombas, Toms, and Baked by Melissa,” she adds. Sesame Workshop will announce new collaborations throughout the year, allowing companies to apply the characters of Sesame Street to unique niche areas. Mompreneurs who have raised their kids on the series are featured heavily, with mom-led companies entering the mix, including Lauren Moshi, Milk Snob, Paul & Joe, and ezpz. “We’re proud to join forces with talented leaders in a wide range of categories from fashion to beauty to food to parent essentials,” Arenas says, adding that 15 to 20 more new collaborations will launch this year.

LICENSING A CLASSIC What’s different about licensing for a milestone event, such as #SesameStreet50, versus a year ﬁlled with standard fare? According to Gabriela Arenas, vice president of North America licensing at Sesame Workshop, “The uniqueness of an anniversary year allows for special attention to your brand. Existing partners will enjoy the buzz of the celebration as they launch their new lines.” For Sesame Street, new lines include a refreshed assortment of toys from master licensee Hasbro’s Playskool brand and special assortments from other longtime partners, such as GUND. “Sesame Street’s anniversary is a way to connect more deeply with our fans, and with different demographics, we have a unique marketing strategy and launched new initiatives,” Arenas says. “There are limited-edition opportunities with new

OLD SCHOOL MEETS NEW SCHOOL With cross-generational appeal that spans decades, Sesame Workshop faces a unique challenge of maintaining balance between products for kids who are into Sesame Street now and adults who were fans as kids. “It is all about the execution,” Arenas explains. “When working with adult products, designers take a more sophisticated, trend-based approach to the brand, while kids products tend to feature a more classic character stylization.” Arenas says that while all of the characters “are fair game” for licensees, regardless of whether they’re creating products for kids or adults, there is a divide when it comes to favorites. “Adult fans gravitate more toward Cookie Monster and Oscar, as well as original favorites Snuffy, the Count, and Bert and Ernie,” she says. “Children tend to be

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

obsessed with Elmo and Cookie Monster because they are the most-featured characters on the show today.” LOOKING TOWARD THE NEXT 50 YEARS Next year, Grover will step into the spotlight as Sesame Workshop adapts The Monster at the End of This Book for TV. How do you position a classic character to take on an elevated role without taking focus away from the other evergreen residents of the ‘Street? “Sesame Street is an ensemble cast of characters, each with a distinct personality, but they’ve also been featured in a world of their own,” Arenas says. “Elmo will continue to have Elmo’s World, Cookie Monster has Foodie Truck, and Abby has Abby’s Amazing Adventures. Monster at the End of This Book is Sesame Street’s No. 1 best-selling print book of all time — so successful that it evolved into a best-selling print book called Another Monster at the End of This Book. Both are also top-performing in e-books and apps, so this is a natural brand extension.” In addition to the TV special, a musical Sesame Street movie is currently in development at Warner Bros. for 2021. » James Zahn, best-known as The Rock Father, is senior editor of the Toy Book, the Pop Insider, and the Toy Insider. A true multi-hyphenate, he is a media personality, writer, commentator, consultant, actor, adventurer raconteur, and overall pop culture and toy enthusiast. Additionally, he is a friend to fellow baked goods aﬁcionado, Cookie Monster.

JUST FOR KIDS! So many toys and games are based on kids’ favorite movies, TV shows, and video games. Licensing is a huge part of the toy industry, and this year, hundreds of entertainment properties will be on display at Licensing Expo. From classics such as Sesame Street to new favorites such as Fortnite, there are so many brands kids just can't get enough of, and licensors are partnering with toy makers across the world to create awesome toys, games, gifts, and collectibles and more based on kids’ favorite franchises. Check out some of our favorites.

LICENSING

EXPO 2019

GENIUS BRANDS Genius Brands offers new back-to-school items based on Rainbow Rangers, an animated preschool adventure series that follows the adventures of seven magical girls who are Earth’s first responders, protecting people, animals, resources, and the world’s natural beauty. Later this year and next, fans can expect toys from Mattel, books from MacMillan Publishing, apparel from Bentex, bikes and scooters from Dynacraft, Halloween costumes from Disguise, and bedding and bath items from Jay Franco. Plus, additional items across the games, party goods, personal care, coloring and activity kits, boxed role-play, room decor, consumer packaged goods, and more categories are in the works. Rainbow Rangers-inspired products will be available across mass, mid-tier, and specialty retailers, as well as through direct to consumer channels. Fans of the Genius Brands x Netflix Original preschool series Llama Llama, starring Jennifer Garner, are in store for a slew of new branded merch. The show, which is currently in production on season two and two 30-minute specials, is based on the award-winning and best-selling book series by author and illustrator Anna Dewdney. Llama Llama is about first childhood experiences and adventures, as well as the connections between Llama Llama, his mom, grandparents, and best friends. Expanding on last year’s multi-channel retail program — which included coloring and activity books from Bendon Publishing, animatroinic plush from Cuddle Barn, plush toys and puppets from Kids Preferred, and toys from Phat Mojo — new merch includes school book fair products from Scholastic, bakery goods from Decopac, costumes from fun.com, and home entertainment from NCircle Entertainment. Llama Llama

JAZWARES New Fortnite toys are dropping in from Jazwares. The 1x1 Builder Set brings the most essential building from Epic Games’ Fortnite to life. This set features an articulated 4-inch Black Knight figure, Pick Squeak and Axecalibur harvest tools, and weapons including the Grenade Launcher and Legendary Burst Assault Rifle. Fans can recreate one-by-one structures and build walls, ramps, floors, and so much more with 31 building materials, and exclusive new windows and door materials. A new version of the Fortnite Early Game Survival Kit includes a 4-inch The Visitor action figure featuring an umbrella, an Epic Rarity Heavy Shotgun, a Cliffhanger harvesting tool, an Offworld Rig Back Bling, and a building material/stand. Jazwares also expands its Roblox line of toys with the Jailbreak: Great Escape set. Fans can recreate their favorite epic breakout scenes inspired by the Bloxy Award-winning game Jailbreak, created by Badimo. Hatch the ultimate escape plan or catch the crooks before they wreak havoc in the city. Kids can mix and match parts to build their own unique Roblox character and deck out the figures with the included accessories. It also includes a redeemable code to unlock an exclusive virtual item in Roblox.

toybook.com | MAY/JUNE 2019 | THE TOY BOOK

LICENSING

EXPO 2019

KAHOOTZ Kahootz brings back an old-school classic with the Original Waterfuls, the handheld game made for kids ages 3 and up. The retro favorite features six different game panels inspired by classic arcade games. Kids can insert the game card of their choosing into the back of the toy, add water, then swirl, shoot, and score. The game is screen- and cordfree, and there are no batteries required. The Spirograph Retro Deluxe Design Set is a reproduction of the original set from the ‘70s, featuring throwback packaging and retro graphics. The set features all the iconic wheels and rings of the original, designed for kids ages 8 and up. Colorforms Retro Remix Editions are now available in Teenage Mutant Ninja Turtles and Care Bears styles. These Retro Remix Editions are classic reproductions that capture the spirit of the original Colorforms play sets, updated for kids ages 3 and up.

TASTE BEAUTY Ryan from Ryan ToysReview is taking over bathtime, with a little help from Taste Beauty. Kids can make a splash with Ryan’s World Fun Fizzers.. Available at Walmart, Target, Amazon, and more, each individually wrapped bath bomb includes a special surprise inside. Kids can watch the fizzer whirl in the tub and fill the air with a sweet scent. The bath bomb dissolves to reveal Ryan’s surprise collectible. The fizzers feature different characters from Ryan’s World, including Gus and Combo Panda, and they are available in blueberry, cherry, orange blast, and green apple scents.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

SESAME WORKSHOP Sesame Workshop celebrates 50 years of Sesame Street with the opening of Sesame Street Land at SeaWorld Orlando. The land features Abby Cadabby’s Garden, Big Bird’s Nest, Mr. Hooper’s Store, and the famous 123 Stoop, as well as popular Sesame Street friends. The debut of the six-acre attraction is the largest Sesame Street Land inside any of the SeaWorld parks. Sesame Street characters and friends will host free family festivals in 10 cities around the U.S. this summer with the Sesame Street Road Trip. Fans can also look out for a series of media events, including a one-hour primetime TV special on HBO and PBS, a live concert series with Wynton Marsalis and the Jazz at Lincoln Center Orchestra, and the launch of the 50th season on HBO. Next year, Sesame Street’s best-selling book will turn into an animated special airing on HBO. Coming to the TV screen for the ﬁrst time, The Monster at the End of This Story makes Grover the star of his very own story, but he doesn’t want to get to the end because he is afraid of monsters. Grover tries different ways to stop the viewers from watching so that they’ll never get to the end, but nothing works. With help from his friends like Elmo and Cookie Monster, Grover learns that it’s OK to feel afraid, and he builds up courage to reach the end of the story where he sees the monster, which happens to be himself. Sesame Street is also headed to the big screen with a live-action movie from Warner Bros. Produced by Shawn Levy, the ﬁlm is scheduled to premiere on Jan. 15, 2021.

LICENSING

EXPO 2019

JAY@PLAY Jay@Play introduces Rainbow Fluffies this fall, plush rainbows with a cuddly plush animal hidden inside. There are nine rainbow plush to choose from, including a unicorn, a panda, a ladybug, a turtle, an elephant, a kitty, a puppy, a dragon, and a tiger. Sizes vary between regular and jumbo. Each Jumbo Rainbow Fluffie includes a hidden mini character inside. Available this fall, Boxy Girls UnboxMe Blind Box features an 8-inch Boxy Girls doll in a blind package for kids to reveal. Each box includes a new, exclusive Boxy Girl doll. There are 36 dolls in total, each with articulated arms, legs, hips, wrists, and heads. Also new from Jay@Play this fall, Boxy Babies allow kids to collect five 6-inch baby dolls and dress them up in new clothes and accessories. Each Boxy Baby comes with two shipping boxes to unbox, featuring baby clothes, baby shoes, baby bottles, accessories, and more. The articulated dolls come with soft, PVC clothes that kids can pop on and off. Each doll has its own personality, outfit, shipping boxes, and name: Addison, Izzue, Paisley, Charlie, and Tini. A Boxy Baby Triplets Surprise Box features three additional baby siblings named Kiley, Wiley, and Miley. Plus, the original line of Boxy Girls dolls expands with season two: Mila, Hazel, Hanna, and Kiki. The new dolls includes five shipping boxes plus a miniature box with a luxury fashion surprise.

WOWWEE Coming later this summer, WowWee brings PINKFONG’s Baby Shark to life with Baby Shark Fingerlings. Kids can attach Baby Shark to their finger, and watch as the special fin lights up different colors when you blow kisses or shake him. When you pet him, Baby Shark will flap his tail and blink his eyes to tell you how he’s feeling. Baby Shark will also give kids magical kisses when they press his face to their cheek.

SUNRIGHTS Sunrights extended Beyblade Burst this year with new deals for games and puzzles, QSR toy premiums, publishing, and confectionary products. Earlier this month, Burger King launched a Beyblade Burst Evolution-themed collection of character ﬁgurines and spinning tops for kids ages 4 to 9. Goliath will extend the fun of Beyblade Burst with Bey Master, a new board game for players ages 6 and up. The interactive board game features a magnetic board that moves at the will of player and includes two spinning tops. Players can create their own obstacle course with score towers and magnetic bumpers, launch their tops on the board, and move the board in any direction to guide their spinning top toward the score towers. Whoever gets the highest score wins. The game features artwork from Beyblade Burst Turbo. For younger fans ages 4 and up, Pop N Race is a classic board game in which the die is located in a pop device in the middle of the board. Players push down on the popper to roll the die and move their pieces across the board, and the ﬁrst one to get all of their pieces to home base is the winner. This new version features iconic characters and artwork from Beyblade Burst. Both new board games are set to launch in August. Panini France will launch a Beyblade Burst Evolution magazine with premium toy this summer. The magazine will feature themed games and activities, comic strips based on the series, a fan art section showcasing artwork from real Beyblade Burst fans, and more. Each magazine focuses on story arcs from three to four episodes from the show. Beyblade Burst fans can immerse themselves in Beyblade goodness with new Beyblade Burst Evolution novels from Grund. Similar to the magazines, each novel follows the arcs of three to four episodes from the animated series. Pages are printed in full color and feature Beyblade Burst Evolution character assets or episodic art from the show.

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

LICENSING

EXPO 2019

PLAYMONSTER PlayMonster acquired the license for The Logo Game and will debut a new version of the game this fall, featuring a mix of 137 contemporary and nostalgic brands. In the game, two to six players ages 12 and up compete to answer trivia questions about popular logos, commercials, and brands. The new version features 78 new brands and 3D pewter pawns. Burping SpongeBob SquarePants joins PlayMonster’s Stinky Pig game line. In this hot-potato style game, players ages 6 and up pass SpongeBob as he plays a tropical tune. The player holding SpongeBob when he “lets one loose” takes a token, and the player with the fewest tokens at the end of the game wins. PlayMonster also introduces its first line of collectibles based on the mobile game My Singing Monsters. The figures sing and harmonize with each other, like they do in the game. The first series includes six articulated monsters from Plant Island: Entbrat, Furcorn, Mammott, Noggin, Maw, and Toe Jammer. Designed for kids ages 7 and up, the figures measure 2 to 5 inches tall and each comes with an accessory from the game.

AURORA WORLD Aurora World is ready to expand the YooHoo brand of big-eyed animal friends this year. The preschool animated series YooHoo to the Rescue launched on Netﬂix in March, followed by a number of free-to-air launches. Inspired by the original YooHoo plush — which has sold more than 80 million pieces since 2007 — the series features 26 episodes and is available in 190 countries and in 20 different languages. The animated show teaches kids about environmental conservation as the main character YooHoo and his friends travel from the magical forest of YooTopia to Earth to confront threats to nature and wildlife. The new show has also inspired a refreshed line of YooHoo plush, with a new look and new characters. But wait, there’s more! Additional YooHoo products include stickers, mini ﬁgurines and trading cards from Panini; baby products from Nuvita; toiletries from Apple Beauty; magazines from Kennedy Publishing; and more.

PENGUIN YOUNG READERS The Little Engine That Could chug, chugs her way to her 90th anniversary next year. To celebrate, Penguin Young Readers has a year of publishing planned, including a 90th-anniversary edition and a new style guide in honor of the Little Engine’s big birthday. Apparel, from Litographs, and e-invitations, from Punchbowl, are in store, too. Penguin Young Readers also continues to expand its licensing program with Mad Libs. The classic word game ﬁnds even more ways to ﬁll in the blanks through card games, greeting cards, and more from partners such as American Greetings and Looney Labs. In addition to iOS and Android apps, Mad Libs is also available as an Amazon Alexa Skill (via Amazon Echo speakers and all other Alexa-enabled devices) and a Google Action (on Google Home speakers and all other Google Assistant-enabled devices).

100

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

LICENSING

EXPO 2019

PILLOW PETS Pillow Pets cele’s brates Sesame Street’s 50th anniversary with the Elmo and Cookie Monster Pillow Pets and matching Sleeptime Lites. The Elmo and Cookie Monster Pillow pets feature each character’s head, arms, and legs on a fuzzy pillow matching their fur color. The Sleeptime Lites feature a glowing light cover that projects rainbows and stars onto the ceiling. They feature three color modes and a 20-minute timer.

AARDMAN ANIMATION It’s the end of the farm as we know it. Aardman is gearing up for the global release of Shaun the Sheep Movie: Farmageddom. In addition to the film sequel, a new season of the Shaun the Sheep series is in production, and a Nintendo Switch game is in development. Shaun the Sheep and his flock will also become official supporters of Team GB at the Tokyo 2020 Olympic Games, creating an exclusive joint merchandise opportunity for UK partners across sports and character merchandising. Fans can also expect new plush from Aurora, publishing titles from Sweet Cherry, and gifts and collectibles from Funko. And the fun doesn’t stop there. Wallace & Gromit celebrates its 30th anniversary this year with special events, promotional partnerships, and new giftware and apparel collections. Fans can catch up on Wallace & Gromit shorts, which are now available on Netflix and Amazon Prime’s digital platforms.

ENTERTAINMENT ONE Kids can gear up like their favorite kid heroes with new PJ Masks products from eOne’s licensees. Just Play introduces two new play sets: the PJ Seeker and the Mystery Mountain Playset Playset. The Seeker has lights, sounds, and a show-inspired design. It can ﬁt up to four vehicles in the detachable carrier and up to three 3-inch PJ Masks ﬁgures in the cabin. It also features a disk launcher, a pull-out ramp, and a drop-down side door. The Mystery Mountain Playset features a lava elevator, a ball launcher to keep away Night Ninja, and a trap door to capture all of the baddies. Primary Colors Design Corp. makes breakfast and snack time a little more super with a variety of PJ Masks-themed products: Shaped Cheese Crackers, Mallow Pops Assortment, Blueberry Breakfast Bites, Cinnamon Brown Sugar Breakfast Bites, and Chocolate Breakfast Bites. All of the snacks are individually packaged, with seven breakfast bites per package. The Mallow Pops Assortment is also available in a Peppa Pig theme. Kids ages 3 and up can race around on the PJ Masks 3D Molded Scooter from Sakar. This three-wheeled scooter is available exclusively at Walmart and features rubber handlebar grips. Simon & Schuster introduces two new PJ Masks books this spring. Mystery Mountain Adventure is an 8- by 8-inch storybook based on the show’s “Mystery Mountain” episode. It also comes with a sheet of stickers. Race to the Moon is a level one ready-to-read book, following Catboy, Gekko, and Owlette as they go into space to keep Luna Girl from capturing the harvest moon crystal. The PJ Masks Super Learning Phone from VTech is an interactive toy phone designed for kids ages 3 and up. The phone features four educational games, voice-activated conversations, voice messages from the PJ Masks characters, and animations on the LCD screen.

102

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

KING OF THE RING

The Theatrical-Sports Hybrid Juggernaut Dominating the Toy Industry by ALI MIERZEJEWSKI, senior editor LET'S GET READY TO RUMBLE! In a cross between entertaining theatrics and true tests of athleticism, WWE has been wowing its loyal fans for decades. Like any successful entertainment brand, WWE explores a huge number of characters and intertwining, engaging storylines — the stuff of which Game of Thrones and Avengers content is made. It allows fans to follow their own heroes and villains through battles that they can watch live in-person. That’s where the “sports” aspect of WWE comes in; Forbes named WWE’s Wrestlemania event one of the world’s top 10 most valuable sports event brands for the past four years. WWE has been a publicly traded company since 1999, with a current market cap of $7.5 billion dollars. “At our core, WWE tells stories of good versus evil, which is something everyone can relate to,” says Sarah Cummins, WWE’s senior vice president of consumer products. “As a company, WWE is always on, with live programming 52 weeks a year, allowing our fans to continually engage with their favorite WWE Superstars and the stories that unfold around them.” And the company makes sure that its content is suitable for kids and adults 104 THE TOY BOOK | MAY/JUNE 2019 | toybook.com

alike. WWE’s popular Monday Night Raw and SmackDown Live — which were named the No. 1 and 2 shows on the USA Network, as well as being responsible for making USA the No. 1 cable network for more than a decade — are rated TV-PG, meaning that adult fans can share the experience with their own kids. EVERYONE CAN JUMP INTO THE RING WWE works to deliver characters, storylines, events, a full consumer products line, and content that not only deliver across a multi-generational fan base, but also exceed fans’ high expectations. The products range from kids’ brands, such as Fisher-Price, to adult-focused brands, such as New Era Cap. “We partnered with Mattel on this unique opportunity to integrate our Superstars into the longstanding Little People line,” Cummins says. “We see this as a way to broaden engagement and collectibility in a fun, new way that lends itself nicely to our multi-generational audience.” In fact, a lot of WWE’s supposed “toy” partners make products that appeal to the entirety of the audience the company reaches. That, combined with WWE’s inherent theatricality, allows for fun partner-

ships that entice fans across the board, such as with Alpha Group, who signed WWE as its first partner for its AirNormous line of inflatable wearables and props. “WWE AirNormous oversized inflatables deliver supersized fun for kids and kids at heart. Becoming your favorite WWE superstar appeals to fans of all ages,” says Matthew Sherman, director of global brand marketing at Alpha Group. “From its size to its inherent play patterns, the sports entertainment brand perfectly complements [the line].” APPAREL FIT FOR AN ENTRANCE As for fans looking for a little bit of nostalgia, WWE partnered with Garbage Pail Kids (GPK), the brand full of gross-out humor founded by the Topps Co. in 1985. The original brand featured trading cards, T-shirts, collectibles, sticker albums, and other novelty items that featured their characters with subversive attitudes. GPK is seeing its own resurgence in popularity currently, as all things ‘80s are becoming retro and trendy. WWE worked with GPK and Spencers to launch its collaboration, using Wrestlemania as leverage for the launch. The collection, which is available at Spencers, features graphic T-shirts and headwear

THEPOPINSIDER.COM @THEPOPINSIDER #FUELYOURFANDOM

SAN DIEGO & NEW YORK CON EVENTS Reach thousands of your properties’ biggest fans!

• Product placement, swag distribution, and online giveaways • Call out on press releases, invitations, and signage • Digital ads on popinsider.com and Pop Insider Weekly

COMIC CON EDITIONS Reach the geekiest consumers with EXCLUSIVE print editions at the conventions in San Diego and New York! • Featuring the hottest new entertainment-based products and collectibles • Behind-the-scenes profiles • EXCLUSIVE convention-specific coverage

MEET THE PRESS Put your products in front of the most influential people in the country! • The What’s Poppin’ Lounge will be featured at Sweet Suite on July 24, 2019 and at Holiday of Play on Sept. 18, in New York City. • Attendees include national and local TV producers, newspaper and magazine editors, and top-tier digital influencers.

For editorial inquiries, please contact Marissa DiBartolo:

For advertising and sponsorship inquiries, please contact Jackie Breyer:

marissa@popinsider.com

jackie@popinsider.com

featuring GPK versions of WWE Superstars for fans to obsess over. To add to the excitement, there are also exclusive WWE and GPK collaboration items available at wweshop.com. THE FACTS ON FIGURES It’s probably no surprise that with a lineup of interesting characters and a huge fans, WWE dominates the action figure category. Mattel is the brand’s global partner for action figures, and last year, it secured both the No. 1 and No. 3 spots for action figure items in the U.S., accord-

At our core, WWE tells stories of good versus evil, which is something everyone can relate to.

ing to the NPD Group. Its line features just about as much variety as WWE’s fans. Mattel’s figure line centers around its Core Figure Assortment, consisting of 6-inch WWE action figures that feature articulation, True FX-enhanced facial detailing for authenticity, and ring gear. The Elite Figure Assortment also includes 6-inch figures and all the same features, but adds on even more articulation and accessories. There are more options for collectors, including the Collector Ultimate Edition Assortment and the WWE Championship Title Assortment, which features a variety of WWE Championship Belts. Mattel’s Wrekkin’ line adds “action” into them. The 6-inch Wrekkin’ Figure Assortment features collectibles with three moves — slamming, punching, and kicking — and they can even hold “wrekkable” accessories, such as a ladder, a table, and more. There’s also a Wrekkin’ Ring, which is a play set with a backstage gym area and collapsible scaffolding. Whether fans are displaying their figures in a collection or re-enacting their favorite wrestling moments with their friends, they’ll be able to bring the best — or their own — WWE storylines to life. And WWE is not content with just topping action figure markets. Thanks to new deals with companies such as Mars, Hyundai, Coca-Cola, EA Games, Paramount, Universal, Disney, and more, the WWE’s global sponsorship revenue

106

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

increased by 17% last year, showing that nearly everyone is willing to bet on the company — and that its success is only trending upward. With more than 300 licensees with products in more than 85 countries, WWE fans would be hard-pressed to be unable find something that doesn’t match their personal taste or style. “Fans are extremely passionate about our brand, so we create opportunities for them to express their fandom through a variety of products,” Cummins says. “From action figures to apparel and [replicas of] championship titles, there is something for everyone. Authenticity and relevancy are critical to our success.” MORE THAN MERCH Sure, it may be hard to shop without seeing any WWE-branded products, but it’s also becoming just as difficult to flip through the channels or scroll social media pages without seeing WWE Superstars. The E! Network’s second-longest-running reality TV show — right behind the empire that is Keeping Up with the Kardashians — is Total Divas, which gives fans an inside look into the lives of female WWE wrestlers, including their work within WWE and behind-the-scenes footage that gives insight into their personal lives. Additionally, last year, the Miz & Mrs. docuseries premiered on USA, chronicling the lives of Superstars — and married couple — The Miz and Maryse. These shows, in addition to WWE’s other programming, are available in more than 800 million households in more than 180 countries and 27 languages. Not many sports brands — or even entertainment brands for that matter — pack that kind of power. One thing is for sure: WWE’s robust content, carefully curated storylines, characters overflowing with unique personalities, and ever-loyal fans turn their merchandising program into money in the bank. » Ali Mierzejewski is a senior editor of the Toy Book, and editor-in-chief of the Pop Insider and the Toy Insider. She reports on trends and hot topics in the toy and pop culture indusries, keeping up to date with the latest in TV, movies, video games, collectibles, and more. She has been featured on ABC World News Now, The TODAY Show, HLN Weekend Express, and more. Follow her on Twitter @ohsotrendy.

TOMY

WWE SMASH BRAWLERS STARTER SET AND BOOSTER 2-PACK

Fans can go head-to-head with WWE Smash Brawlers Battle Figures. The Starter Set includes Superstars John Cena and AJ Styles figures with controllers that kids can use to battle and dodge their opponent, giving the ultimate WWE battling experience. Kids can also use other compatible figures, which are available in a 1- or 2-pack — for a total of 15 characters to collect. Kids can expand the fun of the Starter Set with the Booster 2-Pack, which features different characters. Kids can connect the bases of these two figures to enter into a WWE battle. Ages: 6+ | MSRP: $14.99 (Booster 2-Pack); $24.99 (Starter Set)

WWE BLITZ BRAWLERS

Fans can put their hands inside character-themed, life-size gloves to take control of John Cena or AJ Styles. Kids can try to grab their opponent’s title and guard their own to win the WWE Championship. Ages: 6+ | MSRP: $24.99

ALPHA GROUP

AIRNORMOUS INFLATABLES

The WWE Airnormous line features Big Bash Props — a sledgehammer, ﬁre extinguisher, and microphone based on actual Superstar props — Super Slammin’ Fists and Deluxe Muscle Arms. These inﬂatables transform fans into their favorite Superstars. Ages: 4+ | MSRP: $9.99 (Big Bash Props and Super Slammin’ Fists); $19.99 (Deluxe Muscle Arms)

MATTEL

WREKKIN’ RING AND FIGURE ASSORTMENT

The assortment of 6-inch WWE Wrekkin’ figures features WWE Superstars with one of three distinct action moves — slamming, punching, or kicking — activated by a pull-back motion. A lock tight grip allows each figure to grasp the included “wrekkable” accessories, including a ladder, a table, and more. The Wrekkin’ Ring play set features a backstage gym area, collapsible scaffolding, and a ring. Kids can make their Superstars train and hone their skills with breakable accessories and a mirror they can “fly” through. The collapsible scaffolding and ring with a breakaway sign is triggered when a figure lands in the ring. Ages: 6+ | MSRP: $12.99 (figures); $39.99 (Wrekkin’ Ring)

FISHER-PRICE WWE FIGURES BY LITTLE PEOPLE

Bring out kids’ inner champion with this special-edition celebrity Little People ﬁgure pack, featuring WWE Legends “Macho Man” Randy Savage and Ultimate Warrior. The Legends are brought down to Little People toy size with their own character ﬁgure styled to just look like the real wrestler. Ages: 1+ | MSRP: $9.99 toybook.com | MAY/JUNE 2019 | THE TOY BOOK

107

OF COUNSEL

NAVIGATING THE PITFALLS OF UNSOLICITED IDEAS by AMI FOGER, member, and KEVIN COUGHLIN, associate, Saiber LLC YOU HEAR THE FAMILIAR DING AS a notiﬁcation pops up on your screen. You see an email from an external sender pitching a new toy line — and you are struck when you realize the idea is similar to a new concept your team hatched at last week’s informal lunch meeting. What should you do? Better yet, what steps should your organization have taken before this email appeared in your inbox? Increasingly, many companies are adopting “unsolicited ideas” policies so they are prepared for this type of scenario. These relatively simple policies can help organizations minimize considerable litigation and liability risk. They provide clarity to individuals considering submitting an unsolicited business idea to the organization and provide clear guidance to employees on how to act when receiving such an idea. WHAT ARE UNSOLICITED IDEAS? An “unsolicited idea” is an idea that is transmitted to an organization without a request or encouragement by the organization. A common example of an unsolicited idea is an email pitching a business idea (for example, a new toy concept, character, slogan, or ad campaign) that a a toy company receives from a member of the public, but was not originally requested by the company. LEGAL RISKS ASSOCIATED WITH UNSOLICITED IDEAS Unsolicited ideas are fraught with risk. A person might submit an idea to an organization with an expectation that he or she will be compensated if the idea is used. If the organization ever markets a product that bears a resemblance to the idea, the person who submitted the idea could assert a number of claims against the business, such as infringement of intellectual property rights, breach of implied contract, and unjust enrichment. Even if the organization launched a product without knowing about or using the 108

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

submitted idea, the organization might incur significant legal expenses defending against these and similar claims. CREATING AND IMPLEMENTING AN UNSOLICITED IDEAS POLICY Companies can mitigate much of the risk by creating and implementating a comprehensive unsolicited ideas policy. An unsolicited ideas policy should have two components: an external policy that notifies the public of how the company handles unsolicited ideas, and an internal policy that directs company personnel to proper procedures to follow when receiving unsolicited ideas. External Policy The external policy is typically included on a company’s website and is intended to notify the public of the company’s practices when receiving unsolicited ideas. The contents of the policy will depend on an organization’s general approach to unsolicited ideas. Some organizations encourage the public to submit ideas and their policies may outline specific procedures for submissions. Organizations taking this approach should consider implementing a policy that governs the process of submission, review, and eventual utilization of any submitted ideas. On the other hand, many organizations prefer to discourage the public from submitting ideas and adopt policies stating that the organization does not accept or consider unsolicited ideas. An organization that seeks to limit submissions of unsolicited ideas might adopt a policy that includes the following terms: 1. The organization will be under no obligation with respect to the submission, including an obligation to review it; 2. The organization will not consider any submission to be confidential or proprietary; and 3. The organization may use or share the submission without compensation to the person who submitted the idea.

While there may be questions regarding the enforceability of these terms (as there is no way to ensure they will be reviewed prior to submission of an unsolicited idea), adoption and publication of such a policy will serve as a ﬁrst line of defense against many of the risks associated with unsolicited ideas. Internal Policy The second component of a comprehensive, unsolicited ideas strategy is adopting an internal company policy that directs company personnel on the appropriate steps to take when receiving unsolicited ideas. For example, the policy might require personnel who receive an unsolicited idea to respond with an email directing the person who submitted the idea to read the company’s policies regarding submissions of unsolicited ideas. The policy might also seek to limit the sharing of such ideas within the organization until a binding agreement is executed between the organization and the submitter. Regardless of an organization’s philosophy and culture, toy companies should adopt internal and external unsolicited ideas policies to manage the legal risks that arise from ideas submitted by individuals outside of the company. » Ami Foger is a member of Saiber LLC’s business services practice group. Foger provides counsel to businesses in a variety of industry sectors, including consumer products, on a wide range of corporate matters, including commercial contracts, licensing, mergers and acquisitions, advanced technologies, and corporate governance. Kevin Coughlin is an associate in Saiber LLC’s business services practice group. Coughlin represents businesses and individuals in a broad range of commercial transactions.

EUROMONITOR

CHANGING THE GAME How Video Games and Esports Are Reshaping Play by KHALED SAMIRAH, video games analyst, Euromonitor International THE WORLD OF VIDEO GAMES HAS come a long way from massive arcade machines to gaming at our ﬁngertips. Mobile gaming is on pace to become the preferred choice for gamers around the world. In fact, Euromonitor data projects the global value size of mobile gaming to grow larger than all other video game segments combined by 2022. Mobile gaming provides a convenient way for the increasing amount of time- and cash-strapped gamers to indulge in their hobbies — disrupting the industry. The mobile gaming segment grew in double digits last year and is forecasted to grow at a compound annual growth rate (CAGR) of 12% in value terms through 2022, versus the 2% CAGR projected for traditional toys and games. That translates to incremental sales of

more than $33 billion in mobile games over the next ﬁve years — four times greater than traditional toys and games. Euromonitor’s global consumer lifestyle survey demonstrates the increase in popularity of online gaming and mobile gaming, speciﬁcally. Euromonitor survey results indicate the increase in the percentage of mobile gamers over the past four years worldwide. In 2016, 59% of respondents in China indicated that they played mobile games, and this year the number stands at 70%. In Japan, the number increased by 30% from 2016, to reach 57%. The proportion of gamers in the more established U.S. market rose from 53% in 2016 to 60% this year, while in the UK market it rose from 41% to 53% over the same period.

Source: Euromonitor International

110

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

One key factor supporting the shift to mobile gaming worldwide is the increased usage of mobile devices. Mobile phone and tablet ownership globally increased by 6% and 16%, respectively, to stand at 89% and 48%, respectively, between 2016 and this year, according to Euromonitor lifestyle surveys. Mobile gaming is convenient for gamers to enjoy and play competitively on the go. It also allows gaming to regain some of the social elements it lost with the advancement of technology. Mobile gamers can now play together in the same room. Additionally, mobile games are easier to develop, require less detail and graphics, and are inexpensive or even free. This affordability allows gamers who do not have access to high-tech equip-

EUROMONITOR

Source: Euromonitor International

ment to indulge in their favorite games, which levels the playing ﬁeld. The ease of development also opens opportunities for independent developers to create games on which they can have a personal imprint, while still competing with established industry players, as in the case of Tyson Ibele, who has developed three popular games so far, mainly for Apple’s iOS. Esports is riding the popularity of mobile gaming and is further boosting the segment. It has experienced a spike in interest among gamers worldwide due to the games’ competitive nature, as well as enhanced interactive experience provided to gamers and viewers. Games such as Clash Royale, Honor of Kings, and Fortnite have been gaining market share in the mobile gaming world. The evolution of online and mobile gaming has changed video game monetization models. Fortnite is free to play, and the game generated $2.4 billion last year leveraging in-game purchases, such as skins, characters, accessories, loot boxes, and in-game drops. However, esports require additional components to attract gamers. It is important for game developers and publishers to create games that are not only fun to play, but also to watch. Experience factors, such as how much suspense and spectacle are generated, are very important to gamers, viewers, and esports enthusiasts. Euromonitor survey results show that 56% of consumers are willing to spend money on experiences, and 58% 112

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

are seeking tailored experiences. Game genres such as Battle Royales create a tense gaming and viewing experience. By shrinking the playing area over time, these games take players out of their comfort zones, forcing them to face each other.

The newest generation of kids will be more digitally connected than ever before.

Mobile gaming provides unique opportunities across various areas of the video games industry. The ease of use and ability to access content on the go create experiences that encourage gamers to continue to shift to mobile gaming. It also provides developers with an easy platform to launch new games that can be easily accessed by wider audiences. The projected growth of mobile gaming will continue to attract the attention of toys and games industry players globally, which will in turn help the category of mobile gaming grow further through investment and innovation. Changing ways young consumers approach playtime will continue to present a challenge for the traditional toys and games brands, which not surprisingly

increasingly keep a watchful eye on video games and online gaming as a disruptor, a challenge, and for some, an opportunity via licensing. The newest generation of kids — largely coming out of millennial households — will be more digitally connected than ever before, placing digital space more at the forefront of play experiences. Fortnite is a case in point. Its colorful art style, as well as robust presence on gaming streaming services, such as Twitch, means that it is likely that kids are spending a large amount of their free time on this game. This limits the amount of time they have for traditional toy playtime and reduces the overall demand for toys. Some companies are hoping that having licensed Fortnite products will limit the damage the brand may be doing to traditional toy sales. Jazwares, McFarlane Toys, and Funko all prominently displayed their new products in partnership with Fortnite at this year’s Toy Fair New York. »

Khaled Samirah is a research analyst at Euromonitor International and is based in Euromonitor’s Chicago ofﬁce. Samirah conducts research in the home & technology research group, with principal focus on the U.S. market. Samirah also provides client support, including strategic insight, to help inform the industry about latest trends and projections for the industry growth ahead.

INDUSTRY MARKETPLACE

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 carolleeman@playtimesales.com The Playtime Sales & Marketing Company, LLC. is a Toy and Electronics Manufacturers sales representative organization. Our prime focus is to represent Toy and Electronics Manufacturers to the Mass Market Retailers. The principals of our Company are Len Soyka and Murray Bass. Our only vocation has been in the Toy Industry. We are dedicated toy professionals. Our geographical areas of sales coverage and accounts include: • NEW ENGLAND…Connecticut North to Maine and Upstate N.Y. Accounts… CVS Drug, BJ’s Whle Club, and TJ Maxx, • NY METRO NY City and New Jersey. Accounts... dd’s Stores, Macy’s Backstage, Cititrends, Burlington Stores, Xmas Tree Shops, Shepher Distributors, Buy Buy Baby, Party City, National Whle., Bed Bath and Beyond, Stevens Intl., and NY area Supermarket chains. • MID-LANTIC…Pennsylvania, Washington D.C., Northern Virginia and Western Ohio. Accounts…Rite Aid Drug, Group Sales, Boscov’s, 5 Below, Dollar Tree, Variety Wholesale and Big Lots. • K mart USA // JC Penney Catalog // Universal Studios Orlando // Target and Walmart • CANADA…Walmart, Toys R Us, Canadian Tire and Costco • CHINA…We maintain a full time Hong Kong sourcing Office We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries.

Toy Overstock Experts We are looking for manufactures and suppliers to help manage your closeouts and overstocks. With over 20 years of experience we can work with lots large, small and mixed. Distressed goods and need for rebranding. Call us for help with your inventory management needs! 600 Cummings Center Beverly, MA 01915 Phone: (978) 969-3734 Email: S.Rovendro@topnotchproducts.net ®

To place a classified ad, please contact Bill Reese at 212-575-4510 x2322 or bill@toybook.com.

toybook.com | MAY/JUNE 2019 | THE TOY BOOK 113

MAY/JUNE 1999

FLASHBAC 1 »

Sound Bites introduces Pop Radio, which will turn kids’ heads into a real FM radio. The toy is scheduled to launch in September with a TV advertising campaign featuring Atlantic Records stars. The product has a volume control button and can work without the lollipop as a freestanding radio.

BRITNEY SPEARS SINGS FOR SONY

Sony Signatures has signed Britney Spears for a multiyear agreement that includes worldwide licensing, tour merchandising, and e-commerce rights. Spears kicked off her ﬁrst headlining tour in May, and Signatures is designing and creating tour merchandise. Licensees include American Royal Arts, Dark Horse Comics, McFarlane Toys, Playing Mantis, and Ertl, among others.

MGA Entertainment’s Color FX is a line of handheld and keychain classic, sports, and simulator games featuring LCD screens. The line inlcudes Vegas games, such as poker; classic arcade games, such as Pac-Man; and sports games, such as baseball.

WALMART TOPS TOYS “R” US Walmart was named the nation’s biggest toy retailer in 1998, dethroning Toys “R” Us for the ﬁrst time in more than a decade. Walmart shares accounted for 17.4% of the market in 1998, while Toys “R” Us held a 16.8% share last year, according to data from the NPD Group. The other toy retailers in the top ﬁve included Kmart, Target, and KB Toys.

Worldwide toys industry sales in 1998 totaled $67.8 billion — a 2.7% increase from 1997 sales of $66 billion, according to the International Council of Toy Industries (ICTI). According to ICTI president David Miller, this is the ﬁrst time that the worldwide toy industry released industry sales on a global basis.

114

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

WORLDWIDE TOY SALES AT $67.8 BILLION IN 1998

Slinky Pets are the hottest addition to the Slinky line. Stretch, spring, and bounce them like a slinky or cuddle and love them like a pet. New, adorable, fabric-covered Slinky Pets are born every month. Kids can collect their favorite pets.

Reach Millions of Shoppers This Holiday Season The Toy Insider runs in the November issue of Family Circle magazine. Family Circle readers purchased nearly 41 MILLION toys in 2018, worth nearly $1.4 BILLION.

Our digital media program engages toy shoppers with giveaways, product reviews, and demo videos across Twitter, Facebook, Instagram, YouTube, e-mail newsletters, and more. thetoyinsider

@thetoyinsider

The Toy Insider Team appeared in more than 300 national and local TV segments in 2018, showcasing the BEST toys to millions of consumers all season.

To participate, contact: Jackie Breyer Laurie Schacht (646) 736-2324 (646) 736-2320 jackie@toyinsider.com laurie@toyinsider.com toyinsider.com

#weknowplay

@thetoyinsider

MUSIC

kids to believe in themselves, to be kind, and be brave,” says Rymer, who worked with students, teachers, and families to craft the 12-track set. In addition to plently of originals, such as the title track — written for Lincoln Center’s inaugural Big Umbrella Festival last year — Rymer peppers the album with classics, including a new take on Diana Ross’ “I’m Coming Out,” that asks kids, “What do you want the world to know?” Available now (Bumblin' Bee Records)

JESSA CAMPBELL & THE SAPLINGS: CAN YOU FEEL IT? Two years in the making, Portland’s Jessa Campbell delivers her ﬁrst album for kids and families. Bringing together music and ecology, Campbell weaves tales of life in the Paciﬁc Northwest with songs about dinosaurs, fractals, and the ever-changing world around us. Available June 7 (Independent Release)

RANDY KAPLAN: SHAKE IT AND BREAK IT

BRADY RYMER AND THE LITTLE BAND THAT COULD: UNDER THE BIG UMBRELLA On his 10th studio album, Brady Rymer presents a collection of songs that celebrate individuality and kindness. “Under the Big Umbrella encourages 116

THE TOY BOOK | MAY/JUNE 2019 | toybook.com

For his seventh family album, Kaplan assembles a collection of pre-WWII country blues, ragtime, and Delta blues classics, retroﬁtting the tunes with fresh lyrics that spin whimsical tales. About the title track — a reworking of a 1929 Charlie Patton tune — Kaplan says, “I often wonder what Patton intended us to imagine he was daring us to shake and break? I began with the intention of shaking and breaking a fancy doughnut, but I don't know what I ended up with. I assume I broke it.” One of the best guitarists on the kindie scene brings a bit of music history

to a whole new generation of listeners. Available now (Yellow Thing Records & Books)

blu-ray/dvd CAPTAIN MARVEL The Marvel Cinematic Universe soars to new heights with Captain Marvel — which cleared the billion-dollar mark at the box office and primed star Brie Larson for a crowd-pleasing return in Avengers: Endgame. The film comes to 4K UltraHD, Blu-ray, and Digital HD in several configurations, including a Target-exclusive edition that includes a 40-page filmmaker booklet. Available June 24

MIGHTY MORPHIN POWER RANGERS: THE MOVIE The Power Rangers’ ﬁrst big-screen outing gets a new Blu-ray treatment courtesy of Shout! Factory. The 1995 ﬁlm will include A Look Back At Mighty Morphin Power Rangers: The Movie, featuring never-before-seen interviews with director and cast. Available June 4

HOW TO TRAIN YOUR DRAGON: THE HIDDEN WORLD Hiccup, Toothless, and the rest of the Dragon Riders continue their quest to seek out captured dragons. Along the way, Toothless becomes enamored with a Light Fury, launching a new generation of adventure. Available now

BOOKS

forever the cornerstone of a company that continues to evolve while foerver holding a special place in American culture. The book includes 250 exclusive full-color and black-and-white illustrations, stories, and original drawings from the Radio Flyer Inc. archives. Available now from Harper Design/HarperCollins

SPOTLIGHT

LITTLE PEOPLE, BIG DREAMS

UNDER THE MOON: A CATWOMAN TALE From New York Times best-selling author Lauren Myracle, this new tale explores the life of 15-year-old Selina Kyle — the girl who will grow up to be Catwoman. After she becomes homeless, Kyle is faced with tough decisions and harsh realities, as she confronts the questions of who she is... and who she will become. Available now (DC Ink)

THE PIGEON HAS TO GO TO SCHOOL! “Why does the Pigeon have to go to school? He already knows everything! And what if he doesn't like it? What if the teacher doesn't like him? What if he learns TOO MUCH!?!” The proliﬁc Mo Willems continues his growing series of kids books with another tale about the stubborn Pigeon. Available July 7 (Hyperion Children's Books)

COMING SOON!

RADIO FLYER: 100 YEARS OF AMERICAS LITTLE RED WAGON In this visual history of one of America’s most iconic toys, Radio Flyer’s “Chief Wagon Ofﬁcer,” Robert Pasin (with Carlye Adler) tells the story of a family business that has been inspiring kids for more than a century. The Little Red Wagon is

June 10: Treasure Hunters: An All-American Adventure, Moon! Earth's Best Friend June 13: Harry Potter and the Prisoner of Azkaban — Ravenclaw Edition June 25: Bedtime for Baby Shark: Doo Doo Doo Doo Doo Doo, The Bad Guys in The Big Bad Wolf (The Bad Guys No. 9), The End of Orson Eerie? A Branches Book (Eerie Elementary No. 10) June 26: Teenage Mutant Ninja Turtles: Urban Legends Vol. 1, Star Wars Adventures: Destroyer Down, Go-Bots, Descendants: Twisted Field Trip

From author María Isabel Sánchez Vegara, this best-selling series of books and games expands this year with multiple new titles that introduce kids to fascinating historical ﬁgures. Whether they are a musician, an activist, a scientist, an actor, an author, or a sports ﬁgure, what each subject has in common is that they all began as kids with big dreams. Recent books include such subjects as David Bowie, Stephen Hawking, Ella Fitzgerald, Muhammad Ali, Rosa Parks, and Jane Goodall. Upcoming releases include Dolly Parton, Zaha Hadid, Bruce Lee, and Mary Shelley. Additionally, Music Stars and Inspiring Writers boxed sets will be available later this summer from Frances Lincoln Children’s Books.

toybook.com | MAY/JUNE 2019 | THE TOY BOOK

117