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DOLLS, GAMES, AND CONSTRUCTION TOP TRENDS AND HOT PRODUCTS FROM EACH CATEGORY
NOT ALL HEROES WEAR CAPES
STAY SAFE AND HAVE FUN WITH FACE MASKS FILLED WITH PERSONALITY
KEEP CONSUMERS ENGAGED
CREATING BRANDED CONTENT DURING THE COVID ERA
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JULY/AUGUST 2020
®
Volume 36, No. 4 — Published by Adventure Media and Events LLC
Group Publisher Jackie Breyer jackie@toybook.com
DEPARTMENTS 7
Editor’s Viewpoint
8
Stat Shot
10 Industry Update
17 Talkin’ Toys: Horizon Group USA
61 Toy Association Update
43 Talkin’ Toys: Blue Marble
62 Media Mashup
Editor-in-Chief Maddie Michalik maddie@toybook.com Senior Editors Jackie Cucco jc@toybook.com
11 Sweet Suite @ Home and Holiday of Play @ Home
58 Marketing Memo
64 Backstory: Slinky
59 Raising the Bar
65 Industry Marketplace
12 ASTRA’s Insights
60 What’s New
Ali Mierzejewski ali@toybook.com
features 14 Creative in the Time of COVID How Brands Are Creating Engaging Content During Lockdown 20 Entertainment and Diversity to Drive Doll Sales Which Trends Might Help Boost Doll Sales Post-pandemic
Marissa DiBartolo marissa@toybook.com
James Zahn james@toybook.com
18 Cover Your Face
Associate Editor Madeleine Buckley mbuckley@toybook.com
Not all superheroes wear capes. Some wear face masks.
Editorial Interns Nicole Savas nicole@toyinsider.com Elena Sorce elena@toyinsider.com
22 Dolls Showcase A Look at This Year’s Newest Dolls
Art Director Joe Ibraham joe@toybook.com
30 Games to the Rescue! Gaming Trends During a Challenging Year
Production Director Bill Reese bill@toybook.com
32 Games and Puzzles Showcase What’s New in the Game Aisle 42 Green Paves the Way Sustainability is driving the construction category.
Director of Sales & Marketing James Devin jd@toybook.com
44 Construction Showcase The Latest in Construction Toys
Controller/Office Manager Lori Rubin lrubin@adventurepub.com
50 Licensing’s COVID Condundrum Movie-based toys and their films are completely out of sync.
U.S. Corporate Headquarters
52 Licensed Merch Showcase The best new toys and more featuring kids’ favorite characters.
On the cover: Madame Alexander’s Baby Face Newborn Nursery
Kali the Kittythemed Face Mask from Cub Coats
President Laurie Schacht laurie@toybook.com Adventure Media and Events LLC 307 7th Avenue, #501 New York, NY 10001 Phone: (212) 575-4510
The Toy Book Volume 36, No. 4 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media and Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2020 Adventure Media and Events LLC. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in USA. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Media and Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media and Events LLC., 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.
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EDITOR’S VIEWPOINT
IT’S SHAPING UP TO BE AN UNEXPECTED YEAR by MADDIE MICHALIK, editor-in-chief THERE ARE TWO GROUPS OF PEOPLE right now: Those who feel like the year is flying by and those who can’t believe it’s not over yet. While I find myself in the latter category, I still feel a jolt of disorientation every time I see that it’s a new month. It’s an understatement to write that 2020 hasn’t been the most predictable year for our professional and personal lives, but it is shaping up to be quite surprising for our industry. According to the most recent numbers from The NPD Group, the toy industry had a 16% sales increase in the first half of the year compared to last year — a year that we all could call “normal.” All but three supercategories had year-over-year growth from January to June. The growth came from games and puzzles (46%), outdoor and sports toys (33%), building sets (26%), arts and crafts (18%), vehicles (9%), explorative and other toys (9%), dolls (8%), and infant/toddler/ preschool toys (5%). If these numbers continue, then we’re going to have a strong end to the year. And yet, second-quarter financial results didn’t seem to reflect this success. At the time of writing, major manufacturers just reported their Q2 earnings reports, all with double-digit declines. Compared to the industry’s overall performance, most are finding that these contradictory numbers are confusing, but they are largely due to consumers scooping up retailers’ stock that was already on hand. As previously mentioned, only three categories have had declines this year, including youth electronics (2%), plush (12%), and action figures and accessories (12%). As Senior Editor James Zahn notes on page 50, the decrease in action figures is predominantly due to entertainment releases being completely out of sync with their toy launches. Thanks to the ongoing pandemic, toy and entertainment companies are now getting a slice of the pie in making essential products for the masses: face
“What do you mean you’re building an addition? ... and today’s demo day?!” masks. Some are washable and reusable like ViacomCBS’s colorful SpongeBob SquarePants designs, and others are meant for one use, such as Just Play’s Single Use Face Masks, which are adorned with kids’ favorite characters from popular licenses. Check them out along with our other favorites on page 18. You also don’t want to miss our coverage of the dolls (page 20), games and puzzles (page 30), and construction (42) categories; each section offers insightful trends and product showcases. As we send this issue off to college (aka the printer), our team is also working on the Toy Book’s September/October issue and the Toy Insider’s and the Pop Insider’s holiday gift guides. And trust
me, despite how tumultuous this year has been so far, there’s a lot to be excited about this holiday season. Whether you’re reading this magazine at home in sweatpants or back in the office, I sincerely hope you enjoy this issue of the Toy Book. I’m so proud of what our team is accomplishing from home. Send over an email or tweet at us @ToyBook. We’d love to hear from you! » Maddie Michalik is the editor-inchief of the Toy Book and senior editor of the Toy Insider and the Pop Insider. She reports on new products and toy industry trends and has been featured on broadcast TV segments in the U.S. and Canada. Reach her at maddie@toybook.com.
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TOP 5 PROPERTIES
BUILDING SETS
1
1
LEGO STAR WARS LEGO
DOLLS L.O.L. SURPRISE! MGA ENTERTAINMENT
GAMES & PUZZLES
1
POKÉMON POKÉMON
2
LEGO CITY
2 BARBIE MATTEL
2 MONOPOLY HASBRO
3
LEGO FRIENDS
FROZEN 3 DISNEY HASBRO, JAKKS PACIFIC
THE GATHERING 3 MAGIC: HASBRO
UNIVERSE 4 MARVEL LEGO
PRINCESS 4 DISNEY JAKKS PACIFIC, HASBRO
4 UNO MATTEL
ALIVE 5 BABY HASBRO
5 YU-GI-OH KONAMI
5
LEGO
LEGO
LEGO SUPER HEROES LEGO
Source: The NPD Group/Retail Tracking Service/January-May 2020
BUILDING SETS
1
TOP 5 GROWTH PROPERTIES
LEGO STAR WARS LEGO
1
DOLLS DISNEY FROZEN HASBRO, JAKKS PACIFIC
GAMES & PUZZLES
1
UNO
MATTEL
2
LEGO DISNEY FROZEN
2 BARBIE MATTEL
2 MONOPOLY HASBRO
3
LEGO CLASSIC
3 TROLLS HASBRO
THE GATHERING 3 MAGIC: HASBRO
NA! NA! SURPRISE 4 NA! MGA ENTERTAINMENT
4 JENGA HASBRO
KIDS 5 KINDI MOOSE TOYS
AGAINST HUMANITY 5 CARDS CARDS AGAINST HUMANITY
LEGO
LEGO
FRIENDS 4 LEGO LEGO
5
LEGO CREATOR LEGO
Source: The NPD Group/Retail Tracking Service/January-May 2020 8 THE TOY BOOK | JULY/AUGUST 2020 | toybook.com
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INDUSTRY UPDATE
MOONBUG APPOINTS MGA ENTERTAINMENT AS LITTLE BABY BUM LICENSING AGENT
Following the success of its Little Tikes toy line based on Moonbug‘s Little Baby Bum YouTube channel, MGA Entertainment (MGAE) is taking the reins as the worldwide licensing agent for the property. Under the new agreement, MGAE will secure and manage new licensees and work with retailers do develop new categories for Little Baby Bum, including publishing, digital offerings, apparel, and bedding. »
TOY INDUSTRY SALES INCREASE 16% DURING FIRST HALF OF THE YEAR
The COVID-19 pandemic continues to drive sales across the toy industry. According to The NPD Group, all but three of its tracked supercategories experienced year-over-year growth from January to June. Games and puzzles, which quickly took off as families began spending time together at home, spiked a whopping 46% during the first six months of this year. The gains were followed by outdoor and sports toys (33%), building sets (26%), and arts and crafts (18%). Additional growth took place across vehicles (9%), explorative and other toys (9%), dolls (8%), and infant/toddler/preschool toys (5%). Of the three categories that have declined so far this year, youth electronics was down just 2%, while both action figures and accessories and plush had 12% declines. Notably, the drop for action figures is largely tied to low sales for licensed products tied to delayed film releases. »
VOTING OPENS FOR 2021 TOY INDUSTRY HALL OF FAME INDUCTEES
Since 1984, the Toy Industry Hall of Fame has honored individuals who have made impactful contributions to the toy industry and The Toy Association. This year’s nomination process differs in
Photo: Moonbug
that members are invited to cast their votes for one of the four living nominees through Aug. 31. A new process is being developed to select posthumous members for induction. The living Toy Industry Hall of Fame nominees are Philip Bloom, founder and former publisher of The Bloom Report; William C. Killgallon, chairman of the board at The Ohio Art Co.; Pleasant T. Rowland, founder of American Girl, a division of Mattel; and Bob Wann, CEO/ Chief Play Monster at PlayMonster. A maximum of three nominees will be selected for induction during the 2021 Toy of the Year Awards. »
OUT THERE FIRST ACQUIRES ALEX BRANDS, RELAUNCHES AS ALEX GLOBAL PRODUCTS
Out There First has acquired the assets of Alex Brands. Alex Global Products is the new name of the company that will be home to popular brands including Alex Toys, Backyard Safari, Ideal, Poof, Scientific Explorer, and Zoob. This announcement follows the May 12 Alex Brands auction, when Just Play acquired both the Slinky and Shrinky Dinks brands. The new company is being led by Managing Director Keith Gammon, an industry veteran with experience at Little Tikes and Mattel. Most recently, Gammon served as executive vice president of sales at Alex Brands. »
SPIELWARENMESSE 2021 TO TAKE PLACE WITH HYGIENE PROTOCOLS
Despite the COVID-19 pandemic, next year’s Spielwarenmesse is still scheduled to take place from Jan. 27-31. The fair will feature enhanced measures to encourage social distancing, hygiene, and track and tracing. These measures include wider hallways, required face masks, regular surface disinfecting, and a ventilation system for fresh air. As of print time, all special areas and stand parties are on hold. The Spielwarenmesse team will continue updating its plans and safety concepts to reflect official requirements from the Bavarian State Government. »
TOYS “R” US, TARGET DIGITAL PARTNERSHIP COMES TO AN END
Last October, Target Corp. and Tru Kids Brands revealed a partnership deal, under which Target’s toy assortment, digital capabilities, and fulfillment services supported the relaunched Toys “R” Us shopping experiences in the U.S., both online and in-store. Now, this partnership has ended. As of late July, all Target branding, information, and product links have been removed from the Toys “R” Us website. »
STAY CONNECTED! @ToyBook
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SWEET SUITE GOES VIRTUAL! ... and the fun continues at Holiday of Play @ Home! AFTER 10 YEARS OF BRINGING THE toy party to influencers and press in New York City, the Toy Insider and the Toy Book took Sweet Suite virtual on July 22, 2020. The first-ever Sweet Suite @ Home brought all of the fun and excitement of Sweet Suite into the living rooms of press and influencers, including The TODAY Show, Good Morning America, NBC News, CBS News, ABC News Radio, BuzzFeed, Yahoo Finance, Associated Press, Bloomberg, Parents magazine, Good Housekeeping, and so many more, giving everyone a sneak peek at the hottest toys of the year and providing a oneof-a-kind interactive experience. The exclusive event had a fully customized, 360-degree show floor, live video chat meetings, games and activities for attendees and their families, giveaways, contests, and so much more. Sweet Suite @ Home featured hundreds of toys from more than 55 companies, including Nintendo, Nickelodeon,
Pokémon, MGA Entertainment, Bandai, Mattel, Hasbro, LEGO, Spin Master, Sam’s Club, and more. They gave nearly 600 media, influencers, and creators the inspiration they need for holiday gift guides, future toy reviews, and unboxings. Attendees came from eight countries and amassed more than 50 million impressions on Twitter for the one-day event. More than 2,000 Zoom sessions were initiated, and nearly 7,500 “business cards” were exchanged throughout the day. Plus, attendees were shipped an enormous swag box, sparking a resurgence in social media impressions and ensuring influencers and journalists have products on hand to view and share with their followers throughout the season. The celebration continues at Holiday of Play @ Home on Oct. 22, bringing the excitement of this major annual holiday event into the homes of press and influencers all over North America, making this year’s event even BIGGER and better than ever!
Holiday of Play @ Home will give attendees the full event experience, including walking up to sponsors’ booths and getting live toy demos. Toy companies will show off their key holiday drivers and engage attendees with exciting activations to make a big impression ahead of the holiday season. The Toy Insider will also announce the top toys, games, and collectibles of the holiday season from its annual Holiday Gift Guide. Hundreds of members of the media — including traditional press, top lifestyle bloggers, digital influencers, and YouTube creators — will be invited to get a first look at the highly influential Hot 20, 12 Under $12, and STEM 10 lists. Guests are able to get a first look at these toys before anyone else, with product demos by the manufacturers themselves. If you’re interested in securing space at Holiday of Play @ Home, contact Jackie Breyer at jackie@toyinsider.com or James Devin at jd@toyinsider.com. »
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ASTRA’S INSIGHTS
CHANGING THE RULES OF THE GAME ASTRA Honors Lifetime Achievement Awardee Jeff Pinsker by KIMBERLY MOSLEY, president, American Specialty Toy Retailing Association MAYBE THIS HAS HAPPENED TO YOU: You unearth a long-forgotten board game while cleaning out a corner of your attic or find one buried deep in an old toy box. All the pieces are there and the board is in playable condition — but the rules are missing! What do you do? Call Jeff Pinsker. WHO IS JEFF PINSKER? Jeff Pinsker knows games, or at least he knows enough about them to have helped create products that have collectively sold more than 41 million units at retail. Currently the CEO of Amigo Games North America, Pinsker is the 2020 recipient of the American Specialty Toy Retailing Association’s (ASTRA) coveted Lifetime Achievement Award. Perhaps this year’s honor should be titled Lifetime Achievement and Most Prolific Game Inventor Award in order to recognize the more than 150 games Pinsker has brought to market during his nearly 30 years in the toy industry. Arguably, Pinsker’s path to the highest honor given by ASTRA all started with the game Fingers Harry by Topper Toys, circa 1967. Go ahead, Google it. We’ll wait. IT STARTED WITH PLAY When his mom returned home from a garage sale with Fingers Harry, young Jeff and three of his friends were eager to dive into the world of cops and robbers, magnets and popping hats, and getaway cards. There was just one problem: The game was missing the instructions. But remember: This is Jeff Pinsker we’re talking about. He made up rules on the spot and the game was on. The next day, the Pinsker household hosted the same boys playing the same game, but with new instructions — and then again the next day and the next, for at least a week.
Jeff Pinsker, CEO, Amigo Games North America
Pinsker’s memory is that all the players of Fingers Harry and its many variations had a great time, even as he reimagined the game rules daily. Play research says that early play experiences contribute to who we become as adults. If that’s true, we can easily connect the dots between Mrs. Pinsker’s garage sale treasure and her son’s future as a game inventor. One point of concern: Somewhere out there, three middle-aged men still struggle with buying into rules and
understanding authority figures, and they don’t know why. THE PATH TO AMIGO GAMES After earning bachelor’s and master’s degrees from Stanford University, getting some marketing experience, and founding (then selling) a company that set up and delivered practical jokes, Pinsker found his way to the toy industry as the general manager of University Games’ Colorforms brand. He went on to hold
12 THE TOY BOOK | JULY/AUGUST 2020 | toybook.com
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general manager, president, and CEO roles at a number of children’s media, toy, and game companies, including JP Kids (which had the No. 1-rated show on the Disney Channel and created a joint venture in publishing with Barnes & Noble), Infinitoy, Klutz/Scholastic, Pressman, Cardinal/Spin Master, and now Amigo Games, which specializes in creating games with five rules or less that players can learn in less than two minutes. ADVICE FOR TOY PROFESSIONALS What’s on Jeff Pinsker’s mind as he looks at today’s toy business? Here are his top pieces of advice: • Prioritize distribution. You can have the greatest product in the world, but if you have not played the long game on the distribution piece, you may not succeed. “The importance of a strong distribution strategy is more in the spotlight now than ever before, given the exit of Toys ‘R’ Us and the COVID-19 retail shutdown,” Pinsker says. “Obviously, you control what you can — manufacturing, packaging, etc. — but you need to address things you cannot control earlier in the life cycle than you might think, or you will be too late.” • Focus on your most critical metric. “With the explosion of business data, all of us have more inputs than
ever before. It’s easy to get overwhelmed or sidetracked if you don’t focus on the most critical number to look at every day.” But remember: Pinsker says that your most important metric may shift over time. If you are launching a product, it may be the number of new customers in your first year, retention or weighted gross margin in your second year, or SKU count in your third year. “Whatever you determine is your most important daily number, stay focused on it,” he says. • Learn to say “no.” It’s OK to walk away from deals, opportunities, or even people that don’t feel right or fit your plan. “A lot of times, ‘no’ is exactly the right answer,” Pinsker notes. “We have to focus on what’s right for our business, our staff, and ourselves.” EXEMPLARY SERVICE TO ASTRA Among his many volunteer service activities — including working with the Literacy Coalition of Central Texas, Game
Playin Possum from Amigo Games is a family-friendly party game coming to Amazon and specialty retailers in September.
Bear Down! from Amigo Games features strategic elements that are easy for kids to learn and engaging for parents. The game is coming to retail in the fall.
Manufacturers Association (GAMA), DASH Robotics, National Education Week, Stanford’s Entrepreneurs Group, Stanford Health Library, and the Tech Museum’s Tech Challenge — Pinsker has been an active supporter of ASTRA through all of his career stops, serving on multiple committees and the Board of Directors. “ASTRA members are super smart, motivated, and engaged,” says Pinsker. “Everyone is an entrepreneur. What I love most is that I’m still learning and I still get something out of every connection with a new ASTRA person.” The level of cooperation and helpfulness among ASTRA members is remarkable, continues Pinsker. “The willingness to give, share, and learn with others in the industry is the heart of ASTRA.” Giving, sharing, and learning — those are rules we can all live by. No instructions needed. Congratulations to Jeff Pinsker on your well-deserved honor, and thank you for your many years of dedicated service. » Kimberly Mosley, president of the American Specialty Toy Retailing Association, is an experienced, award-winning, results-oriented association executive with a long track record of success managing association operations, developing innovative programs, and growing revenue.
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How Brands Are Creating Engaging Content During Lockdown by AMY THEORIN, owner and producer, Something’s Awry Productions COVID-19 HAS CHANGED EVERY aspect of our lives, and it is no different for the toy industry. On one hand, toys are now more important than ever, with all the extra time families are spending together; yet at the same time, it’s harder to produce the highly polished content and commercials to which the industry is accustomed. Luckily, carefully crafted images are falling out of favor as consumers look for content that feels more handcrafted and less produced. Having your staff and talent working remotely doesn’t mean you can’t create great branded content. Now is the time to inspire your customers, involve them, and show them how the power of play can bring families closer and provide a source of fun and comfort during these difficult times. As content creators find themselves operating out of their homes and the industry embraces virtual experiences and user-generated content (UCG), there are a few ways brands have pivoted to keep creatives alive during the COVID-19 pandemic. RUN A CONTEST When lockdown started, Annie Laurie Zomermaand knew that Schleich USA would have to shift gears. As managing director, she found herself in a position where her plans for in-store activations, flagship stores, trade shows, and events had to change. When Schleich’s yearlong “Power of Imagination” campaign began in April, the company had to find a way to allow consumers to participate from home. The “Power of Imagination” campaign strives to remind adults just how rich and fantastic a kid’s imagination
can be, and underscores open-ended play as the best type of play for fostering imagination and creativity. Schleich realized that the best way to showcase the spirit of the campaign was to highlight the stories that kids create themselves. Working with renowned toy photographer Mitchel Wu, Schleich developed a tutorial to teach kids how to make their own “Power of Imagination” photos at home. Kids around the world were invited to create images that represented what they saw in their imaginations when playing with Schleich figures and playsets. Schleich’s first global photo contest received more than 5,822 entries. On June 16, the winner was announced: 16-year-old Rosa from Herriman, Utah.
“We’ve held other contests with a call to action, but nothing quite like this,” Zomermaand says. “This is the first time we’ve run a contest that allows kids such creative freedom while also supporting them with such a strong role model and inspiration. We asked kids to be kids. We really wanted to see their creativity and passion shine through. And they did not disappoint!” CREATE A VIRTUAL CUSTOMER EXPERIENCE Maryellen Zarakas, senior vice president of franchise management and marketing for Warner Bros. Consumer Products, had a robust marketing plan ready to launch with the release of the
The winning photo from Schleich USA’s first “Power of Imagination” contest by Rosa from Herriman, Utah.
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Gal Gadot as Wonder Woman in Wonder Woman 1984, a Warner Bros. Pictures release.
highly anticipated film Wonder Woman 1984. But, with the film’s release date pushed back to the fall, Warner Bros. had to find ways to hold audiences’ interest for several more months. Working with Rugged Races, Warner Bros. created a virtual experience in which audiences get to show off their strength and speed like Wonder Woman. Unlike a normal road race in which thousands of people gather together to run the same route at the same time, the Wonder Woman Virtual Run allows participants to run a 5K or 10K whenever and wherever they want, whether it’s outdoors or on a treadmill. Each person can design their own route, choose a day with perfect weather to run it, dress up in Wonder Woman-inspired styles (optional), complete the run, and submit the finish time online. “We could all use a little motivation to stay physically active and socially engaged with each other during times like these,” says Brad Scudder, senior vice president of Rugged Races. “That’s why we’re working with Warner Bros. to offer people fun opportunities to be active wherever they are.”
UTILIZE CREATIVES WORKING FROM HOME Even though many larger production companies have shuttered their office locations, some smaller full-service production studios are still up and running, often utilizing home-based studios. Brands such as Zing’s Stikbot line of toys have worked with companies like Something’s Awry Productions to create branded content and commercials featuring the StikBot toys coming alive with stop-motion animation. Other brands have turned to creatives now based from home who can use their own kids to demonstrate new toys in action, shot in their own living rooms. TAP INTO CREATIVE COLLECTIVES Even before the lockdown, companies and creatives already existed with a specialty in creating content remotely. By working with companies such as Zooppa and Tongal, brands can connect to a global network of creatives that can produce high quality and impactful content. “Toy companies are in an interesting position right now,” says James DeJulio, CEO and co-founder of Tongal.
“For a lot of them, demand is increasing and audiences at home are incredibly engaged. At the same time, their usual content creation levers aren’t available, so they’re looking to flexible platforms and communities like ours — with a product that’s made 100% remotely — to get creative. For us, that’s meant everything from finding a photographer with kids for an at-home shoot and editing content to take a would-have-been live playdate event virtual to developing a branded digital summer camp experience.” The full extent of the pandemic’s effect on the toy industry is still unclear, yet that doesn’t mean that we don’t have ways to respond to it. These are just a few examples of how some companies are adapting, and with some creative thinking and an openness to new ideas, there are sure to be plenty more. » Amy B. Theorin is an owner and producer for Something’s Awry Productions, a Philadelphia-based production studio that specializes in creating animated and live-action branded content for the toy industry. You can see its work at somethingsawry.com.
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TALKIN’ TOYS
MEET HORIZON GROUP USA’S NEW CEO The Toy Book chats with Janet Hsu about her goals as she takes the helm of the company. Toy Book: What is your overall vision for Horizon Group as CEO? Janet Hsu: My vision is to infuse technology and invest in further innovation in order to transform the organization into one that is even more adaptive to ever-changing consumer needs; one that helps consumers embrace the complexities of the new world. I will also define a comprehensive roadmap to further establish Horizon Group as the No. 1 DIY, creative crafts, and STEM education powerhouse in the world. TB: What attracted you to Horizon Group in particular? JH: Above all, I see a significant opportunity to continue to expand the company into even more uncharted areas. Horizon Group is the U.S. market leader in the creative DIY, craft, and STEM activity categories, and I strongly believe in the company’s unique ability to help children develop and nurture their creativity through imagination and play.
TB: Where do you see opportunity for the company to grow? JH: In my new role at Horizon Group, I plan to leverage my diverse experience in global strategic partnerships, mergers and acquisitions, commerce expansion, licensing, and digital integration to chart new category opportunities. It is my goal to unlock the untapped potential of key partnerships and grow [the company’s] international distribution. TB: What do you want to accomplish in the first few months? JH: I believe that great leadership begins with listening. I plan to spend my early days getting to know the employees while listening and learning as much as possible about the company and its culture. As Horizon Group’s business continues to increase, the company strives for diversity and inclusivity across all of its products, design, and packaging, and prides itself on diversity in the workplace. One of my
main goals is to continue to help drive a culture of inclusion where everyone’s opinions are valued. TB: How do you plan to navigate Horizon Group through this new COVID-19 world? JH: I plan to lead the organization in developing a core competency that will allow us to react even faster to changes in the marketplace and shifts in consumer demand. Additionally, I would like to increase focus on products that are more heavily content-driven and more tightly integrated with technology. TB: What trends are you seeing in the DIY and STEM categories? How do you see Horizon Group’s products bringing innovation to these trends? JH: The underlying gratification that consumers strive for in completing a creative activity or learning through a STEM education kit is truly relevant to the world we live in today. We are all thirsting for a sense of connection with ourselves, our friends, and our families. As Horizon continues to innovate, you’ll see a large focus on providing a platform that will allow consumers to personalize, to create without boundaries, and to connect with their peers through creativity. TB: What are your favorite new items from Horizon Group for the upcoming holiday season? JH: I love the Mixy Squish Tabletop Creativity Desk. It comes with a variety of pretextured Mixy Squish colors, sculpting tools, and double-sided molds that allow kids to transform clay into a world of fun. Story Magic is another favorite of mine. We’ve created a whimsical world that turns storytelling into an imaginative, interactive experience. And, with price points at $24.99 and under, the products are extremely giftable. »
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viacomcbs
COVER Your FACE
F is for friends who do things in face masks! Kids can say “I’m ready!” with ViacomCBS’ colorful SpongeBob SquarePants designs featuring pineapple prints; Krusty Krab logos; and close-ups of SpongeBob, Patrick, Squidward, and Mr. Krabs. ViacomCBS also has plans for masks featuring JoJo Siwa and characters from Blue’s Clues & You! and PAW Patrol.
SCHOOLMASKPACK COMPILED BY JACKIE CUCCO, SENIOR EDITOR Not all superheroes wear capes. some wear face masks. Wearing face masks in public is the new normal, but covering your face doesn’t have to be boring! There’s no need to give kids plain masks when there are so many exciting options out there to let them show off their personality. Stay safe and have fun with friendly characters, familiar superheroes, bold colors, and more!
Leave it to Crayola to make face masks more colorful with a reusable face mask system of five designs, created in partnership with SchoolMaskPack. The new mask system will help make the back-to-school transition easier come fall with five colorful designs in each pack to encourage fresh usage for every weekday. Each set includes a calendar card for the fridge to help parents implement the use of the masks, as well as a mesh laundry bag.
CUBCOATS Cubcoats is helping kids stay safe with a line of masks in playful animal designs, featuring characters such as Kali the Kitty, Uki the Unicorn, Papo the Panda, and Pimm the Puppy. They feature a shapeable metal nose-piece to ensure a secure fit, and are safe to machine wash and dry for reuse.
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DISNEY Disney can add a little bit of magic to anything — even a face mask. These masks come in themed packs of four, including designs featuring characters from Star Wars, Marvel, Pixar, and more. Disney is donating all profits up to $1 million from the sales of face masks in the U.S. to MedShare through Sept. 30.
MASKCLUB MaskClub jumped into action when COVID-19 hit the U.S. in April, launching the first branded subscription face mask website that helps give back to first responders. The selection is massive, with options featuring Care Bears, Hello Kitty, Peanuts, Sesame Street, the Netflix series Llama Llama, and so many other brands. It’s impossible to choose just one, but you don’t have to!
WARNER BROS. Fans of SCOOB! will love Warner Bros.’ Scooby-Doo face masks, which come in a three-pack featuring different Scooby prints, including a tiedye version. Warner Bros. also has a selection of masks featuring Batman, Wonder Woman, Superman, Looney Tunes, and more. For every set sold, a mask is donated to hospitals.
JUST PLAY Just Play is launching face masks with both original and licensed designs, which include Barbie, Hot Wheels, Ryan’s World, PAW Patrol, Blue’s Clues & You!, Harry Potter, Batman, Trolls, Minions, Jurassic World, Hello Kitty, and more. Each mask features a contouring nose strip and three layers of protection, including a fabric layer, a filter layer, and a soft inner layer.
A SALUTE TO ESSENTIAL WORKERS Show your support for essential workers with MGA Entertainment’s limited-edition L.O.L. Surprise! Frontline Hero doll, featuring a face mask, a white lab coat, pink boots, a pearl necklace, and a special MGAE Cares heart sticker. Every purchase includes a donation to support the MGA Entertainment Cares non-profit and its work to help front-line health care workers. Funko is honoring first responders with Frontline Heroes Pop! Figures. The line will feature four Pop! collectibles decked out in full personal protective equipment (PPE). There are two male figures and two female figures dressed in scrubs and white coats to go along with their masks and headgear.
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A Look at Trends that Might Help Boost Doll Sales Post-pandemic by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association AS STAY-AT-HOME ORDERS LIFT AND businesses and other public spaces reopen, trend experts at The Toy Association predict that toy categories that did not fare as well in Q1, such as dolls and plush, will see a resurgence as families transition out of home-schooling and into “regular” life. “Amid the pandemic, we naturally saw strong sales for games, arts and crafts, and outdoor toys, with parents mainly interested in practical products to help with learning and to engage children in active play while stuck at home,” says Adrienne Appell, trend expert at The Toy Association. “Looking ahead, we expect kids’ overt ‘asks’ while shopping with their parents and their holiday wish lists to have a greater impact on toy purchases, translating into a surge for popular categories like dolls, collectibles, plush, and action figures.” Dolls that tie into entertainment (especially with movies getting a second life on Disney+ or other streaming platforms), and promote diversity (thanks in part to the global dialogue sparked by the Black Lives Matter movement) will likely be on everyone’s radar through the end of the year. And customization continues to be key when it comes to doll play. “Kid-powered play is having a real moment right now,” Appell adds. “When the power of play is put into kids’ hands, they build creativity, leadership, and confidence. We continue to see dolls that can be fully customized, as well as a greater array of skin colors, hair types, and doll fashions to choose from in the toy aisle, which is exciting.” DIVERSITY IN DOLLS With millions of people around the
world protesting racism, parents are looking for ways to teach kids about racial and cultural differences starting at a young age. “Children begin learning at birth — from touch, song, and interactions. From there, they develop self-understanding,” says Ellen Lambert, interim executive director of The Toy Foundation and an expert with 25 years of culture change experience. “Once they learn about themselves, they can then move on to noticing differences in others. Doll play can be used to teach children about their own race, and then to act out stories of people who are different — including those who come from different backgrounds or are differently abled.” Mattel’s expanded Barbie Fashionistas line, for example, is touted by the company as the most diverse doll line, featuring vitiligo Barbie as well as “more skin tones, hairstyles, and body types than ever before.” Kids can choose from curvy, petite, and tall dolls; Ken dolls with diverse features, including a man bun, cornrows, and freckles; and dolls reflecting physical disabilities, including one in a wheelchair and a doll with a prosthetic leg. Worldgirls are dolls that represent girls from different backgrounds who come together to learn, break down barriers, and have fun. Each doll has a unique trait — explorer, rebel, scholar, warrior, and healer — and background story, helping kids identify with the dolls’ unique passions rather than their looks. Healthy Roots Dolls’ Zoe is an 18-inch doll who is specially designed with “bigger than life” curly hair that kids can wash and style in any way, from puffs to box braids. Healthy Roots Dolls designed Zoe
to help young girls of color learn to love their hair, feel empowered, and celebrate the beauty of their diversity. Just Play’s Mira, Royal Detective doll line is based on the new Disney Junior series, which debuted in March and follows detective Mira on adventures all over the Indian-inspired kingdom of Jalpur. Fans of the show will have two 10-inch dolls to choose from: the Celebration Doll wearing a sari-style dress and the Detective Doll, dressed in Mira’s everyday outfit for solving cases. Mira also reflects another driver in doll sales: entertainment.
Healthy Roots Dolls’ Zoe doll
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ENTERTAINMENT RULES It isn’t a big year for family films at the box office, but entertainment will continue to impact doll trends, thanks to streaming platforms like Netflix and Disney+ that are either rolling out new content or breathing new life into past releases. The hottest entertainment licenses and social media sensations will find their way into the doll aisle, inspiring kids to unbox and act out their favorite storylines and imagine themselves as their favorite characters. The Disney Princess Comfy Squad Fashion Doll line from Hasbro, based off the princesses’ looks in Ralph Breaks the Internet, showcases the princesses’ more casual style — perfect for spending more time at home. Kids will have fun wearing their own loungewear alongside their dolls dressed down in jeans, graphic tees, and leggings. Playmates Toys’ Frozen 2 Adventure Storytelling Figures are interactive with three ways to play. Thanks to touchpoints,
the dolls sing, tell stories, and interact with one another when kids collect more than one. So far, the collection includes Elsa, Anna, and Olaf. The Summer Olympics might be postponed, but American Girl still released its Team USA Collection. Each 18-inch doll comes in Team USA gear for gymnastics, soccer, swimming, track and field, softball, and beach volleyball. The brand also released video content inspired by the new collection on its YouTube Kids channel. Dolls can be inspired by popular music, too. Jazwares released Blackpink 3-inch Mystery Pop Stars, a series of mini, collectible dolls that come packaged in a microphone-shaped case. There are 12 styles for fans to collect, all based on the Korean pop sensation. As long as companies continue to tap into global trends and social movements, as well as new and nostalgic licenses,
Hairdorables Longest Hair Ever dolls
The AURORA WORLD Sea Sparkles: Sparkle Glows doll features a color-shifting mermaid body and mylar hair that kids ages 2 and up can comb. There are four mermaids in the line: Nanda, Linda, Chanda, and Amanda. Each mermaid character is styled in different colored outfits that include rainbow, purple, and silver.
Jazwares’ Blackpink 3-inch Mystery Pop Stars
dolls will continue to be relevant to kids seeking deeper connections with their toys and more opportunities for imaginative play. »
As The Toy Association’s senior communications specialist, Kristin Morency Goldman leads the development of content for the TA’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.
JUST PLAY expands its Hairdorables doll line with four new offerings. The Hairdorables Hair Art Series dolls each come in a reusable plastic carrying case, a name barrette, and accessories in “Masquerade Through Time” and “After School Fun” themes. Kids can try creative new hairstyles on Hairdorables Longest Hair Ever dolls, which feature 10-inch long hair and come with seven surprise accessories. Each of these dolls comes in packaging inspired by a hairspray bottle. The Hairmazing Squad is ready to make a grand entrance with the Hairdorables Hairmazing Prom Perfect Fashion dolls, which come dressed in evening gowns. These 10.5-inch dolls are fully articulated and come with a fashion accessory. Finally, the limited-edition Hairdorables Loves Trolls World Tour doll comes dressed in a rainbow outfit and a rainbow flower crown inspired by Poppy in the Trolls World Tour film. The doll, named Rayne, comes with 10 Trolls-themed surprises. All Hairdorables dolls are designed for kids ages 3 and up.
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JC TOYS’ La Newborn Pink and Blue Hooded Blanket Gift Sets include detailed, realistic infant dolls with sculpted faces, hands, and feet, and a huggable body. The set also comes with a soft, hooded blanket to keep the doll warm; baby accessories; a hospital bracelet; and a customizable birth certificate. Choose between a doll that comes dressed in pink with a rabbit hooded blankie or one that comes dressed in blue with a bear hooded blankie.
HASBRO expands its Disney Princess doll offerings with the Disney Princess Style Series Holiday Style Cinderella. Designed for kids ages 6 and up and available this fall, the doll celebrates the 70th anniversary of the movie Cinderella. The doll comes dressed for the holiday season in a silver and blue gown with glitter accents. She is designed to be shown off in her package or with the included stand. The Disney Princess Belle’s Royal Kitchen set includes a Belle doll with a removable skirt featuring a baking-inspired pattern. Kids ages 3 and up can play with Belle in the kitchen set, which includes a refrigerator, an oven, and accessories. It also comes with figures of Mrs. Potts and her son Chip from Beauty and the Beast.
THE FRESH DOLLS are a collection of mixedrace and multicultural fashion dolls created by Dr. Lisa Williams. Designed for kids ages 3 and up, the dolls are approximately 11.5 inches tall, feature five articulated joints, and come with removable clothes and shoes. This doll assortment includes Marisol, Lynette, Mia, Lexi, Ebony, and Skylar.
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The 8-inch GUND Toddler Doll is made of soft materials and has embroidered facial features. This style of the toddler doll has brunette string hair and wears a greenand-pink dress with a floral pattern and matching pink shoes. The dolls are designed for babies ages 1 and up and are machine washable.
JAKKS PACIFIC’s Perfectly Cute line features 14-Inch My Sweet Baby Dolls, which are available in four skin tones. There is also a complete line of accessories for kids to care for the dolls, including fashions, strollers, cribs, feeding and bathing sets, and more. The Perfectly Cute My Sweet Beach Baby Dolls are ready for a day at the beach. Each doll comes with a pink sun hat; a pink, leopard-print bathing suit; a yellow starfish toy; and a pacifier. These dolls are available in four skin tones. All Perfectly Cute products are designed for kids ages 2 and up.
SKYROCKET’s Blume Flowerpot Girls Series 2 Fun in the Sun dolls feature squishy hairstyles that will bloom out of its flower pot container when kids add water. The hair also changes color in the sunlight. There are 22 new dolls in this collection, with various levels of rarity. The new Blume Baby Pop dolls come wrapped in removable swaddles with unique hairstyles on top. Each set comes with sprouts to pull and “pop,” revealing what’s inside. There are 25 surprises to reveal in each set, including three, four, or five babies; color-changing, gender-reveal diapers; and removable swaddles. There are 50 babies to collect in all. Both Blume doll products are designed for kids ages 3 and up.
Little Rebels Malala doll
LITTLE REBELS is an educational platform that uses plush dolls to teach kids ages 6 and up about iconic women, such as Malala and Marie Curie. Each doll includes access to educational videos, e-books, an augmented reality game, and trivia. The dolls will be available in September.
Perfectly Cute My Sweet Beach Baby Doll
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Sweet Smiles 14-inch Babies
Bright Fairy Friends (BFF) are fairy dolls from FUNRISE. Kids ages 5 and up can unbox the BFF and multiple surprise fairy accessories. Each fairy doll comes in a fairy home with motion-activated twinkle lights that can double as a night light. Push the fairy’s necklace and her wings will glow with multicolored lights. There are 12 BFF dolls to collect in the first series, and kids can follow the BFFs on their adventures with an animated series on the BFF Bright Fairy Friends YouTube channel.
The My Little Girl 14-Inch Toddler doll from MADAME ALEXANDER is designed for kids ages 2 and up. The doll features curly pigtails, a weighted bottom, and sleep eyes, and comes dressed in a polka-dot pinafore with leggings, a long-sleeve T-shirt, and a headband. The doll includes a comb and brush and is available in three skin tones. Designed for babies ages 1 and up, the Sweet Smiles 14-inch Baby features a weighted bottom and sleep eyes. The doll is dressed in a cute outfit and comes with a bottle. Sweet Smiles dolls are available in three skin tones. L.O.L. Surprise! O.M.G. Series 3 Fashion Dolls
MOOSE TOYS’ newest addition to its Kindi Kids line is Shiver ‘n Shake Rainbow Kate. Kids ages 3 and up can act as a doctor, caring for Kate and making her feel better. The doll features more than 40 sounds and comes with interactive accessories and sensors throughout her body to help guide kids as they listen to her heartbeat, take her temperature, and more. The FailFix Total Makeover Pack comes with a FailFix doll, part of a new fashion line that incorporates the hottest fail trends on social media. Kids ages 5 and up can give the doll a style overhaul with a new outfit, accessories, and face and hair tools. There are five FailFix characters to collect, and they will be available at Walmart starting on Sept. 1 and at all major retailers in October. Shiver ‘n Shake Rainbow Kate
MGA ENTERTAINMENT’s L.O.L. Surprise! O.M.G. Series 3 Fashion Dolls come with 20 surprises for kids to unbox, styled hair, and a personal look. Each doll is the big sister to an L.O.L. Surprise! character. Kids ages 6 and up can unbox her clothes and accessories from garment bags, a shoebox, and a hatbox. The dressing room packaging also doubles as a playset. There are four dolls to collect in the series: Chillax, Class Prez, Da Boss, and Roller Chick. Kids can collect a rainbow of fashion dolls with Rainbow High Fashion Dolls. Each doll comes with two complete mix-and-match outfits. The dolls are articulated and come with a hair comb and a doll stand. There are six dolls to collect: Ruby Anderson, Poppy Rowan, Sunny Madison, Jade Hunter, Skyler Bradshaw, and Violet Willow.
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Mealtime Magic Mia is a lifelike, expressive feeding baby doll from SPIN MASTER. Kids ages 4 and up can feed Mia, and she will react to the different combinations of food. She can recall more than 50 food combinations and express her likes and dislikes. Mia also has play features, such as Choo Choo Train, Racecar, and Airplane. After feeding time, kids can burp Mia and use her pacifier accessory to rock her to sleep. Twisty Girlz dolls transform into a bracelet kids ages 4 and up can wear. Each features a different outfit and hairstyle and comes with a secret Twisty Pet inside a mystery pet carrier. Then, attach the pet and doll using the included leash. The Twisty Pet also transforms into a wearable ring.
Maya the Mermaid
Mealtime Magic Mia
CUDDLE + KIND’s Eloise the Elephant and Evan the Elephant dolls are hand-knit with grey yarn and feature tasseled tails. Eloise wears a peach and gold-ruffled romper with bows, and Evan has a rainbow-stripe romper with straps and knit buttons. Maya the Mermaid is a hand-knit doll with sunset-inspired yarn colors, a fringe top, and a seashell in her hair. For every Cuddle + Kind doll sold, the company donates 10 meals to children in need. Each doll is available in two sizes: 20 and 13 inches.
IMC TOYS introduces VIP Pets, a line of fashionable dogs with 12-inch hair that kids ages 3 and up can style. There are six characters with two different looks to collect, each with different personalities and hobbies. These pets come with nine surprises to unbox. The company also expands its Cry Babies line this fall with Cry Babies Goodnight Coney, a doll that is designed for bedtime. Take away her pacifier, and Coney makes realistic baby sounds and cries tears that light up in the dark. Give her pacifier back, and her face lights up like a night light. Coney also plays 10 minutes of lullabies when kids press her stomach.
VIP Pets
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Rockelle & Tyrasaurus Doll & Figure
MATTEL’s Cave Club doll line is based on the first friend group to roam the earth, encouraging kids to explore the world’s firsts with prehistoric characters, hair play, and dinosaur pets. This fall, the line expands with Cave Club Core Fashion Dolls, which are articulated fashion dolls with neon fashions, over-the-top rooted hair, pets, and themed accessories. Other additions to the line include the Cave Club First Story in a Box set, which includes a doll and several storytelling pieces; the Wild About Babysitting Playset + Fernessa & Furrah Dolls; and the Rockelle & Tyrasaurus Doll & Figure, which comes with a dinosaur that the doll can ride.
COROLLE introduces new Rainbow Dolls for this year, Rainbow Dolls: Praline and Rainbow Dolls: Iris. These colorful dolls feature a vanilla scent and rooted, colorful hair that kids ages 3 and up can style. The dolls have soft bodies and vinyl faces decorated with freckles. Praline has pink hair and comes in a unicorn-printed dress with pink-and-white-striped tights. Iris has bright violet hair and comes in a unicorn-printed dress with yellow-and-whitestriped tights.
BASIC FUN!’s CurliGirls dolls feature MagiCurl hair that instantly curls when kids pull it. The tighter kids pull, the tighter the curl will be. Then, kids can straighten the doll’s hair again by dipping it in warm water. Each CurliGirl has a different interest, including Bayli the birthday girl, Charli the pop star, and Hayli the ballerina. CurliGirls are designed for kids ages 3 and up.
EBBA’s My First Doll is a soft, plush doll designed for kids of any age. They come dressed in a pink floral dress with “My 1st Dolly” embroidered on the front center. The fabric hair is styled into pigtails secured with pink bows.
Rainbow Dolls: Iris
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Games RESCUE! TO THE
Left Hand UNO by Mattel Games
A Look at Gaming Trends in a Challenging Year by MARY COUZIN, CEO and founder, Chicago Toy & Game Group DUE TO THE COVID-19 PANDEMIC, people everywhere have been playing games. In just a few months, the change in societal dynamic has impacted both sales and overall trends across the industry. According to data from The NPD Group, the resurgence in games has translated into a sales increase of around 250% since families began spending time together at home starting in March. Much of the appeal is that playing games offers a way for people to connect both in person — and virtually — to escape what’s happening in the world. In the earliest weeks, games sold out fast, especially those with titles having a timely theme, such as Goliath’s Virus! and Z-Man’s Pandemic. We’re months into a world of social distancing and inventory levels are still low in some areas. “All of us in the industry are working hard with our retail partners to get them back in stock,” says David Norman, president of Goliath North America. Virus! by Goliath has been a surprise hit during COVID-19. The company donated a portion of proceeds from Virus! to the fight against COVID-19.
While many types of games have had brisk sales, players have been selective in their choices. “When your game night participants are mostly limited to those you live with, you’re looking for engaging and fun family games that have broad appeal and lots of replayability,” notes Kim Vandenbroucke, game expert and founder of Brainy Chick and The Game Aisle. CLASSIC AND NOSTALGIC GAMES Families quarantined at home went head first into the classics — those familiar games that reminded them of simpler times, such as Monopoly, UNO, Rummikub, and Lucky Ducks. “The biggest trend I’ve seen year to date has been consumers not only embracing tabletop gaming in general — which I believe will have positive longterm implications for the category — but also really leaning into game brands they know and trust, like UNO and Pictionary,” says Ray Adler, vice president and global head of games at Mattel. “The use of technology to augment tabletop play will continue to be something to watch, especially as long as social distancing lasts.” GAMING SOLO OR TOGETHER A number of games that consumers can play solo or with a friend also had an uptick in popularity in recent months. Games including Hasbro’s Jenga; Mindware’s Q-Bitz; WowWee’s Hands Full; Educational Insights’ Robot Face Race; and ThinkFun’s Heads Talk, Tails Walk, and the younger-skewing My First Rush Hour have all been hits during the pandemic.
GAMING ONLINE, NOW WITH ZOOM! Technology is providing ways for players to spend time together apart, and playing games over video conferencing (VC) software, such as Zoom and Google Meets, is something that few could have ever predicted. While traditional online games like Solitaire remained strong, Jackbox Games became a quick favorite spanning generations, and countless gaming apps had a big increase in players. But it was traditional games being played digitally that became a new trend as players developed ways to get creative with rules, and created new names for their favorite games. Breaking Games’ Sparkle Kitty became Sparkle Kingdom online while Hasbro’s Boggle and Battleship, Bananagrams’ line of games, The Op’s Blank Slate, Educational Insights’ Blurt, and Wizards of the Coast’s Dungeons and Dragons took off in new ways. “The effect of COVID-19 on families’ lives has of course been very complex,” says Dougal Grimes, Spin Master’s senior director of global games inventor relations and partnerships. “Tabletop gaming, board games, and puzzles offered a great way to connect with people while under quarantine. People gravitated toward games that work well over VC, such as trivia, drawing, and word games, with many creative ways found online on how to play classics via VC. Poker, chess, and checkers — and easy games like Hedbanz and Upwords — rose in popularity. As we move forward, we think customers will be looking for newness or further twists on classics to add variety to game night.”
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NEW AND DIFFERENT Families may have started with classics, but as the pandemic wore on, they wanted to try new and different games, and they were sharing what they played on social media in the same way that they share food pictures. Cynthia Compton, owner of 4 Kids Books & Toys in Zionsville, Indiana, says that the store is experiencing a resurgence in popularity for longer strategy games for families, and there is significantly less customer pushback on the higher price points these games often carry. The demand for freshness has prompted additional publishers to release games to market earlier than they previously planned, all in an effort to feed the public’s appetite. “Our well-known games like 5 Second Rule, Game of Things, and Relative Insanity saw fantastic sales in March and April, but now we are seeing consumers looking for new ideas, resulting in a sales increase for Relative Insanity: See What I Mean?, which is Jeff Foxworthy’s newest game,” says Lisa Wuennemann, associate vice president at PlayMonster. “We are also seeing great early interest in our new Drone Home game.” ORIGINAL, STANDALONE GAMES BASED ON LICENSED IP There was a time when pop culture licenses were simply applied to an existing game. That has changed as a wave of standalone games based on licensed intellectual properties (IP) have been winning audiences and taking increasing space at retailers big and small. Big G Creative scored hits with Carpool Karaoke, Trapper Keeper, Kenny G Keepin’ It Saxy, and more, while Prospero Hall (acquired by Funko last year) developed games based on Pan Am, Jaws, and Top Gun. The Op (formerly USAopoly) has been making licensed editions of popular games for the past 25 years, but has recently introduced games based on individual IP. “During this last decade, we too have expanded our offering of standalone licensed IP games, including Harry Potter Hogwarts Battle, The Thing: Infection at Outpost 31, IT: Evil Below, Die Hard: The Nakatomi Heist, and Thanos Rising to
name a few,” says Tony Serebriany, director of inventor relations and international sales at The Op. “We have also kept up our licensed co-branded games with current and retro IP like Monopoly: Godzilla Edition, Munchkin: Disney Edition, and Talisman: Star Wars Edition.” Serebriany says that Marvel and Harry Potter have seen “incredible growth” for the company.
GETTING CREATIVE WITH RULES AND FOSTERING INCLUSIVITY The world is evolving — and so is the way that people play. In some instances, that means bending or even rewriting the rules of the game to have more fun. “Because the only way we can connect with people outside the home is on screens ... people are modifying existing The Mandalorian 3.75-inch action figure from Hasgame rules and making up their own new
rules to simplify games they find intriguing but too complicated, [and] to add newness and variety,” says Peggy Brown, inventor of games such as Who’s the G.O.A.T.? “Boredom during the pandemic is spurring creativity in all kinds of ways, and [when it comes to changing rules] well, why not? I always say, ‘Once you buy a game, it’s yours to keep — you can play it any way you want!’ It’s all okay!” People rediscovering the joy of playing games bodes well for the future of the games category overall, and the game industry itself is now in the midst of a long overdue change. In recent months, a positive development has taken place in the games category and the toy industry as a whole — the many conversations that are taking place regarding how to make our industry more inclusive and diverse. Voices such as The Toy Coach Azhelle Wade and game designer Eric Lang continue to provide thoughtful insight that is worth following. Stay safe, stay calm, and play on! »
Mary Couzin is the CEO and founder of the Chicago Toy & Game Group, whose mission is to promote the importance of play by hosting consumer, fashion, inventor, and media events, including Chicago Toy & Game Fair, Inventor and Innovation Conferences, Toy & Game International Excellence Awards, PlayCHIC Fashion Show, Young Inventor Challenge, and more.
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Games PUZZLES and
Game designer Peggy Brown lends her talents to a pair of new games from BIG G CREATIVE. Who’s the G.O.A.T. pairs prediction and competition as players face off to vote for the “Greatest of All Time” by completing absurd challenges and then tossing one of six included squishy goats to vote. Bye, Felicia! requires players to “mind-meld” with friends and family to guess what other players are thinking. On each turn, players have 30 seconds to list as many answers as they can before time runs out. The topics are random and range from “TV Sitcoms” and “Bad Habits” to “Foods You Eat with Ketchup” and “Brands of Toothpaste.” When a player serves up an answer that doesn’t match another player in the game, everyone says the classic ‘90s diss phrase, “Bye, Felicia!” to dismiss that person from the round.
Marvel Battleworld: Mystery of the Thanostones, from FUNKO GAMES, is a collectible adventure game that invites kids and families to play in a new way. Players battle against the Mad Titan Thanos in gameplay unleashed through a Battle Ball. Each Battle Ball contains a surprise assortment, including two collectible Marvel characters, Hero Cards, Battle Cards, and a pair of dice. Players can collect and battle with iconic heroes, including Iron Man, Captain Marvel, Spider-Ham, and more.
In CRA-Z-ART’s Monster Mash Game, families press a button to activate a Monster Randomizer that spins a trio of picture panels. When the randomizer stops, the panels form one of the monsters pictured on the game cards as players race to find the matching card and give it a whack with the included swatter in order to capture the monster and win. Puzzle enthusiasts can be on the lookout for new photography and art to appear on a fresh assortment of Kodak Premium Puzzles. Each set ranges from 100-1,500 pieces and features stunning imagery from the Kodak library.
In Titanic from SPIN MASTER GAMES, players ages 14 and up take a nostalgia trip to play as Jack Rose and other passengers from the “Ship of Dreams” as seen in director James Cameron’s 1997 film. Using cunning and strategy, players work to save as many passengers from the sinking luxury liner over the course of nine rounds. Simply making it into a lifeboat doesn’t equal a win, being heroic does.
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Games PUZZLES and
In Triumph of the Temple from MINDWARE, kids discover an ancient pyramid in the shifting sands of Egypt. Using strategy paired with luck, kids ages 8 and up attempt to piece broken Egyptian artifacts back together to win colorful jewels.
Black Card Revoked — Original Flavor: Fifth Edition from CARDS FOR ALL PEOPLE updates the popular card game with 81 new question cards and the all-new Culture category. Fifth Edition is family-friendly and celebrates Black American pop culture through nostalgia. In Angry Moms, players face off to avoid getting hit with flying soft foam house shoes, beach sandals, and chanclas in a game inspired by popular memes.
WREBBIT 3D expanded its Harry Potter 3D puzzle selection with the 270-piece Harry Potter Hagrid’s Hut 3D Jigsaw Puzzle. Muggles and wizards alike can solve the puzzle using the unique, foam-backed pieces. The foam-back technology makes the pieces fit tightly together and creates a sturdy design.
UNDERDOG GAMES raised nearly $260,000 on Kickstarter for Trekking the World, a route management game in which players travel the globe to iconic destinations. Along the way, each player must collect souvenirs and score points in a race to become the most seasoned world traveler.
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The United States Playing Card Co. is expanding its category offerings within its GAMES BY BICYCLE portfolio. In The Alpha, players control a wolf pack as they lead the wolves on a search for food across multiple stages of the hunt: stalk, chase, resolve, and advance. At the end of five rounds, the wolf pack with the most food will be declared The Alpha. Previously available as a self-published game, Exchange is a game of Wall Street strategy. Players assume the role of a securities trader competing for the highest net worth across five rounds in an ever-changing market. In the end, the player who corners the market and has the highest net worth will win the game and the title of the best trader on the Exchange.
The famed Scrabble game gets an update with Scrabble Slam, a fast-paced, easy-to-play card game version from WINNING MOVES GAMES. Players start with any four-letter word and yell “Ready, Set, Slam!” to start the game in a race to change the word, one letter at a time. Large Print Tile Lock Scrabble adds an innovative “tile-lock” design to the large-print version of the board to make Scrabble easy to read and play. Players can use the built-in turntable to rotate the board devoid of any fear that their Scrabble words might slide away. In Tile Up, players try to score points by creating shapes out of their tiles that match goal cards. The challenge is that they can only place tiles on top of other tiles if the two tiles are different colors and the tile on top has a lower number than the tiles it is covering.
Nearly 200 backers pushed Brilliant or BS? Trivia Party Game — First Edition from BRILLIANT OR BS? into production through a successful Kickstarter campaign. Geared toward ages 14 and up, 4-6 players attempt to win by having the right answers to 85 trivia questions spanning entertainment, food and drink, geography, sports, science and tech, and history, or by convincing other players that they know the right answers, even when they’re wrong.
In HABA’s Miyabi, 2-4 players ages 8 and up work to design a Japanese garden using careful planning. Players choose to place stones, bushes, trees, ponds, and pagodas on multiple levels to be declared the best garden designer of the season.
Large Print Tile Lock Scrabble
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Games PUZZLES and
The excitement of classic wrestling comes home with RAVENSBURGER’s WWE Legends Royal Rumble Card Game. In the game, up to 10 players can face off as one of 30 fan-favorite WWE Legends, including Andre the Giant, the Ultimate Warrior, Rick Flair, “Macho Man” Randy Savage, Jake “The Snake” Roberts, the Undertaker, and more. In Disney Hocus Pocus: The Game, players work together to stop the Sanderson sisters from draining the lives of Salem’s children by ruining their potion before the sun rises. The game includes quotes and spells from the cult favorite film. The Villainous franchise expands with Marvel Villainous: Infinite Power. Players tap into the unique abilities of each villain, including Thanos, Ultron, and Hela, to battle heroes and other villains from across the universe.
Available this fall, Diamond Heist from YULU is a cooperative game in which players work together as spies to retrieve a precious diamond from an evil organization. Spies have to rappel into the vault, take out the alarms, and escape undetected before security arrives. Break the Board is an action-packed electronic game that challenges players to “break” a pretend wooden board, martial arts-style. Players have to be fast and accurate to make it through 10 challenging levels as they chop, strike, and swipe across four game modes. In Popcorn Poppin’, players have to pass the popcorn bucket before the popcorn pops. As the timer counts down, players follow commands from the dice and pass the popcorn as quickly as possible to avoid holding the popcorn when it finally pops.
UNIVERSITY GAMES introduces Antidote, a card game of deduction, deception, and mortality. In the game, players assume the role of researchers working in a laboratory to discover the antidote to a mysterious toxin. Players have to deduce the antidote before time runs out as they race to be holding the right antidote card at the end.
WOWWEE GAMES extends its tech roots into the game aisle with Hands Full, a new expression of endless, tangled fun for the whole family. Players must keep their hands full while jumping, shaking, dancing, twisting, and more across three modes: solo, team, and survivor. Hands Full features 15 moves that can be played in more than 1 million combinations.
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Games PUZZLES and
Following the success of last year’s Blockbuster Game, BIG POTATO GAMES is releasing a sequel: Blockbuster Returns. Available in October, the movie-themed set can be played as a standalone game or as an expansion to the original love letter to the era of VHS rentals. Sketchy Tales Disney Edition invites 4-8 players ages 8 and up to play a drawing and guessing game of telephone sprinkled with Disney magic. The worse the doodles are, the better the game. Pop culture enthusiasts from every family can look forward to new games throughout late summer and early fall, including MTV: The Throwback Music Party Game, US Weekly The Game, and The Office Space Game.
Drone Home from PLAYMONSTER is a head-to-head competitive game in which kids race to launch their aliens down ramps to get them into the drone. When an alien lands inside, it triggers the drone to start up and fly, so players must frantically try to knock that alien out and get their own in before the drone takes off to take the alien home. In Break In: Alcatraz, players ages 10 and up work together to follow a series of clues and solve puzzles to unfold multiple layers of the game and move deeper into the fabled facility to find their ship.
GOLIATH introduces Johnny the Skull Pirates Cove, a new game for one or more players ages 4 and up. Players have to help Johnny the Skull blast the floating pirate ghosts in order to score the pirate treasure. In Dino Crunch, 2-4 kids ages 4 and up will race to rescue some dinosaur eggs before the hungry T. rex leaps toward them to gobble them up.
In HOG WILD’s Pizza Party Throwdown, players have 30 seconds to toss their pretend ingredients onto the rotating pizza gameboard and try to land their color-coded toppings, such as pepperoni, peppers, mushrooms, and anchovies, on the right section of the pizza.
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BUFFALO GAMES invites players to “come on down!” with Plinko, the most popular game from The Price Is Right. Available exclusively at Target, the home game for two or more players includes authentic Plinko lights and sounds and stands more than 26 inches tall. BuzzFeed Listicles is a game of random lists inspired by the popular viral website. Players can explore topics such as “Celebrities That Probably Smell Good” and “Things That Deserve A Round Of Applause Just for Existing” as they battle to be crowned the top list maker. For the puzzlers in the house, Buffalo Games will issue its Star Wars: The Mandalorian “Sipping My Soup” 500piece Jigsaw Puzzle. The premium, “Perfect Snap” puzzle features colorful artwork depicting The Child as he witnessed the first meeting between the titular Mandalorian and future ally Cara Dune.
This fall, the escape room genre expands with Escape the Room: The Cursed Dollhouse game from THINKFUN. Players follow a spooky storyline as they solve challenging puzzles across a 3D experience in an effort to crack the mystery of a glowing dollhouse discovered in the shed on a property where kids are rumored to have gone missing. The popular Rush Hour game gets updated for a younger audience with ThinkFun’s My First Rush Hour Match & Go Maze Game. Kids ages 3 and up can solve problems while learning age-appropriate lessons, such as matching and identifying basic shapes and colors.
The #UpsideDownChallenge Game from VANGO TOYS posits a world where everything is upside down, and doing simple tasks becomes more difficult. Inspired by viral challenges, players must wear a set of Upside Down Goggles to test their skills at completing the simplest everyday tasks, such as giving a friend a high-five or pouring a glass of water with their vision flipped upside down.
The Rummikub: Six Player Edition from PRESSMAN updates the classic game that’s been enjoyed for generations so that more players can join the fun at once. Designed for 2-6 players ages 8 and up, the game includes extra racks and numbers to accommodate the extra players.
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YWOW GAMES introduces a full range of licensed Mini Puzzles. Tapping into influencer culture and an affinity for popular brands, Mini Puzzles Kellogg’s and Mini Puzzles Pringles first launched in the UK, Spain, and Australia where the puzzles became popular on social media. Each 50-piece puzzle comes packed in replica packaging resembling a cereal box or Pringles can. The first wave includes cereals such as Rice Krispies, Corn Flakes, Frosted Flakes, Special K, and Coco Pops. Future Mini Puzzles assortments will include brands from PepsiCo, Hasbro, and others. These puzzles will be available in September.
EXIT: Theft on the Mississippi is the new advanced entry into the EXIT: The Game series of party games from THAMES & KOSMOS. Up to four players work to solve the mystery of a robbery that took place on a paddle-wheel steamboat on the Mississippi river back in 1872. Players have to help the captain crack the case before the riverboat docks in New Orleans and the thief escapes into the night.
Bristol 1350: A Medieval Game of Racing, Plague & Deceit is a social deduction and light strategy game for up to nine players, from FACADE GAMES. The game puts players in a race to escape the city as the dreaded Black Death spreads. As players make their way to the alleged safety of the countryside, new challenges emerge such as villagers who may secretly already have the plague. Facade Games raised nearly $1 million on Kickstarter to put Bristol 1350 into production.
In the Monopoly Arcade Pac-Man board game from HASBRO, players can play Pac-Man on the retro banking and arcade unit and can also use it to buy, sell, or steal levels and perform various other actions. Each time a player passes “Go,” they get to play a mini game of Pac-Man while avoiding ghosts.
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of @ OCTOBER 22, 2020 Hosted by the Toy Insider and the Pop Insider
NEARLY SOLD OUT! Don’t miss the opportunity to put your products in front of major press and influencers just in time for the holidays! In-person press previews are simply impossible this year‌ or are they?! After hosting a hugely successful Sweet Suite @ Home virtual press event in July, the Toy Insider is responding to demand from both toy companies and press alike to host a virtual hot holiday toy preview in October! Showcase your holiday toys to the most elite members of the press and influencers reaching hundreds of millions of consumers across print, online, YouTube, Instagram, Facebook, and Twitter! Limited space is still available at Holiday of Play but time is running out! Visit toyinsider.com/events for more info!
Contact Jackie Breyer, Jackie@toyinsider.com James Devin, jd@toyinsider.com
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Paves the Way Sustainability is driving the construction category. by STEVE REECE, founder, Kids Brand Insight THE CONSTRUCTION TOYS CATEGORY is a rarity in that products in this space can often command the holy grail of strong parental and strong kid appeal. When you apply brand licenses or entertainment content to construction brands, the effects can be powerful in terms of making construction toys compelling to kids. From a parental perspective, this play pattern is seen as worthwhile play, and as we know, construction play is proven to develop affinity and capability in terms of science and even math. When consumers think construction toys, they often think of The LEGO Group, a company that reaches both kids and parents on an almost unparalleled basis. LEGO’s use of brand licenses and entertainment content is undoubtedly as good an example of brand management as you will find. In fact, when my toy and game consultancy, Kids Brand Insight, has trained toy people on how to build toy brands, we often use LEGO as one of the strongest examples of brand management in the toy business. Aside from
offering case studies for best practice, LEGO is where you would expect from one of the biggest toy companies in the world to be in terms of leading the market and the category. There are several ways in which LEGO is at the forefront of market development and evolution in product terms. This year’s major feature at the Spielwarenmesse toy fair in Nuremberg in February was a LEGO school bus featuring the company’s Hidden Side augmented reality (AR) products, which combine physical and virtual play. First, kids can physically construct the product and then, they can use AR to play a game in which they can catch the ghosts viewable via an app. This kind of “Phygital” product offers a type of “If you can’t beat them, join them” solution for parents to get kids doing something productive and developmentally beneficial while not entirely having to put their phones down. LEGO has also led the field in terms of corporate social responsibility and sustainability initiatives. The company has a number of strong goals Metomics uses metal bricks, from an environmental impact which creates a sturdy and perspective, including replay displayable end result. (its efforts to get kids to reuse bricks by passing them onto the needy), sustainable materials (the company aims to make LEGO bricks from sustainable materials by 2030, which is clearly ambitious as it currently has 80 out of 3,600 design elements made from sustainable material), and sustainable packaging (the goal is to use only renewable or recycled materials by 2025). These are only a few of the company’s environmental impact objectives. While LEGO tends to capture the headlines with its efforts towards sustainability in
the construction category, there are other ongoing efforts as well. In fact, one of the biggest trends we saw at toy fairs around the world this year was the push toward sustainable materials. This was seen across categories, but we also saw strong evidence of this being a major trend for the construction toy business. For example, BioBuddi, a Netherlands-based construction brick brand distributed in the U.S. by Safari, has an entire range made from eco-friendly materials. It is typical to see a number of upand-coming construction toy brands during each toy fair season. Some make it, and some do not. Over the years, we have seen many seemingly good construction systems fall by the wayside, while just a few make it through to last for several years. At this year’s Spielwarenmesse, I saw a new construction brand with great potential: Metomics. The twist with this product range is that the bricks are made from a sleek-looking metal, which makes the product feel heavy in the box and delivers a sturdy and displayable end result. The product features a patent-pending locking mechanism that looks familiar, but is technically quite different, as well as a range of different models and product formats. The brand is based on a material (metal), which is significantly more recyclable and more reusable than plastic, so it can also claim to have some eco-friendly credentials. Metomics was undoubtedly one of our top picks heading into this year’s selling season, and it is heading to the U.S. market this year. » Steve Reece first entered the toy business working with Hasbro in Europe. He now runs kidsbrandinsight.com, a toy and game consultancy that has helped more than 100 companies grow their international revenues.
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TALKIN’ TOYS
BLUE MARBLE BRINGS QUALITY TO STEM TOYS The Toy Book chats with Jordan M. Willing, CEO of Blue Marble, about the company’s stand-out educational products. Blockaroo
Toy Book: Why did you change your company name from JMW Sales to Blue Marble? Jordan M. Willing: I’ve been feeling now for a couple of years that our name didn’t represent the mission and values of what we were really bringing into the world, so we wanted to pick a new name, and we wanted that name to have significance. We picked Blue Marble because it’s a nod to the “Blue Marble” shot that the Apollo crew took in 1972. It reminded us that no matter our differences, we all share one thing in common: this beautiful home. We’ve also always been a company that cares about the environment, and we try to bring natural wonders into our products. A lot of the core of what we do is earth science-based, so we’re really heavy into bringing real fossils and gemstones into our products. We just want to share the natural wonders of the world with kids. That’s why we chose Blue Marble; we wanted something that was a daily reminder of our inner connection and the wonders of the planet, and we just felt like that encapsulated the heart of what we were trying to do. TB: What sets your products apart from other STEM toys? JMW: There’s companies out there that have 100 microscopes, 50 telescopes, and they’re really broad in what they do. That’s not us. We would rather put all of our energy into making two or three products that are better at the price point than anything else on the market. Our goal is to really own each category that we enter by making sure we have the best product, the best value, an amazing experience, and extras that you won’t find anywhere else. TB: Why is it important to make your toys accessible to all families? JMW: We don’t want to just make toys for rich people. We want to make toys
accessible to everyone. Most of the stuff we sell in stores is at the $9.99 price point. That’s kind of our entry level into the experience. You don’t make an impact in the world if you don’t reach the world. TB: How is the company dealing with challenges presented by COVID-19? JMW: The reality is, I’ve never been more proud of what we make because we’ve got all these kids across the country stuck at home, and their parents are looking for ways to educate them because they need to make up for that hole that closed schools is creating for them, so our products have never been more important than they are right now. We make high-quality products that people want. [They’re] activities and educational, and that’s kind of the magic combination for parents, especially right now. TB: Blockaroo is a totally unique new building experience. How did you come up with it? JMW: This is a product that we got a sample of in a very early form when we were on a sourcing trip, and we just loved the idea. We’ve seen very young kids successfully play with this toy. It’s amazing because it’s foam, so it’s soft. One of the wonderful accidents of the product is we found out that they float. We realized: This isn’t just a great construction toy you can play with on the carpet, but it’s the ultimate bath toy. You can make boats, spaceships, and robots, and you can stick them to metal tubs and fridges, which makes them so unique. TB: What other new products are coming this year? JMW: We have a ton of new products that we’re working on, mainly in chemistry. I think that’s really our theme for this year: We want to reinvent the chemistry category. We’re working on
Amazing Reactions and Chemistry Magic, which has chemistry experiments that are so amazing they look like magic. Our goal would be to have anywhere from 10-20 experiments with which you could do everything that you see with the ingredients included in the box, and you have this wow factor with every single experiment that you’re doing. As a company, we are all about fun first. STEM is important to us, but it has to be fun first if we want to inspire kids and really create a transformative experience for them. That cool factor is always on our mind and it is always the priority. We always find ways to talk about the actual science behind it, which only enhances their learning experience but fun has to come first. TB: What’s next for your company? JMW: “Blue Marble” for us is really the next step in our company’s evolution, being able to build an audience and communicate our values. At the end of the day, it’s up to all of us to make sure that our kids are inspired and moving forward in the right direction. Our company is committed to continually improving how we bring our light into the world, and we’re looking for great partners to value those things as well, and when we find them, we all really thrive together. I feel that we’re doing important work. » toybook.com | JULY/AUGUST 2020 | THE TOY BOOK 43
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CONSTRUCTION EDUCATIONAL INSIGHTS is launching the Design & Drill STEM Garden, which supports STEM learning and helps kids develop patterning skills and hand-eye coordination. Builders ages 3 and up can place the stems, select and stack the petals, and use the kid-friendly power drill and a colorful bolt to secure them in place. The flowers will bloom like magic.
LEAPFROG is launching the LeapBuilders Store & Go Dump Truck. After kids ages 2 and up assemble the truck, they can insert the blocks into the truck’s chute to launch them or insert any of the 10 Learning Blocks into the Smart Star unit to hear sounds, phrases, and songs. The Smart Star unit also plays sounds as kids build. When kids are done playing, they can store the blocks in the truck bed.
The Stick-O City 16-Piece Set from MAGFORMERS is a hands-on, magnetic play experience for kids ages 3 and up. Each Stick-O shape contains magnets that rotate so the creations will always stick together for a frustration-free play experience. Stick-O’s 3D shapes all contain a magnet pocket, designed so the magnet can find the right magnetic direction to stick to every time. The magnets are completely encased inside BPA-free, ABS plastic to ensure safety. Toddlers can use the pieces to build a car, a racer, an airplane, and more.
Kids can design and construct illuminated, 3D creations with the Creatto Light-Up Crafting Kits from THAMES & KOSMOS. The kits include flexible and durable interlocking plastic tiles and a string of LED lights that kids can piece together to make animals, decorations, or their own custom creations. Each set includes an illustrated manual with step-by-step instructions for multiple designs. Creatto is available in three sizes — mini, medi, and maxi — and the following styles: Moonlight Elephant Safari, Magical Moose & Forest Friends, Starlight Kitty & Cutie Crew, Shimmer Shark & Ocean Pals, and Sparkle Unicorn & Friends.
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CONSTRUCTION The LEGO Friends Jungle Rescue Base from THE LEGO GROUP is a 648-piece set that includes a jungle tree sanctuary, three buildable mini-doll figures, two elephant figures, two sloth figures, and accessories such as a quad bike, toy walkie-talkies, an animal-rescue kit, and a robot-drone. The rescue station features a clinic and a watchtower connected by a rope bridge. The set is suitable for kids ages 8 and up.
ARCKIT is offering a series of open-ended kits that introduce kids to sustainable architectural design while teaching them STEAM skills. Kids can use the sets to build and design houses based on the themed environments. The kits include Greenscape Village, an environmentally friendly community powered by nature; Coastal Living, featuring contemporary beach house designs; Mountain Living, featuring house designs that reflect the demands of desert regions; and Go Eco, featuring sustainable building methods and materials to build energy-efficient homes.
LEARNING RESOURCES expands its Gears! Gears! Gears! line with Gears! Gears! Gears! Robots in Motion. The 110-piece robotics building set includes new components for kids ages 5 and up to design and build robots, cars, and machines that move and transform. The sets help boost early engineering and other STEM skills.
Kids ages 8 and up can learn about electricity with ELENCO’s Snap Circuits MyHome as they build a house or tower with working, 3D circuits. The kit includes seven colored base grids and approximately 60 parts that kids can use to build 25 projects. In the process, kids will learn about circuitry, security systems, dimmer switches, automatic lights, alarms, motion detectors, fan speeds, appliance motors, generators, and more.
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Snap Ships from PLAYMONSTER is a versatile building system that kids ages 8 and up can use to create multiple crafts with action play elements. Each set includes pieces to build a ship or a vehicle as well as a mysterious UJU Tech piece that makes the ships more powerful. All the sets and pieces are interchangeable, so kids can build however they want. Snap Ships also works with a supporting augmented reality app. BLUE MARBLE’s Blockaroo magnetic foam builders feature soft, foam blocks that connect using magnets. The blocks come in a variety of shapes and have the ability to rotate 360 degrees. They also float in water so babies can also play with them in the bath and parents can easily sanitize them in the dishwasher. Blockaroo blocks are suitable for babies ages 18 months and up.
With the Build Your Own Burp ‘n Fart Machine from E-BLOX, kids can create brick structure projects to which they can add funny noises. The machine features 10 hilarious sounds, including realistic burp and fart noises. The project teaches kids ages 5 and up STEM fundamentals of electronics and all the parts are compatible with major brick brands. Kids can also hide the machine to play pranks on their friends and family.
GEOMAGWORLD is launching the Magicube World Building and Magicube Math Building sets. Builders ages 3 and up can stick the magnetic pieces on the Magicube blocks, which allow the cubes to stick together on any side. The Word Building line helps strengthen literacy skills with letter recognition and first words. The Math Building line helps strengthen calculation skills with the recognition of numbers and sums.
The PLAYMOBIL R/C Crane with Building Section features a functioning crane that can lift building materials and rotate 360 degrees. The R/C function puts kids in full control of the crane, which also includes a remote, two figures, building materials, safety helmets, and other accessories. Kids ages 5 and up can combine the crane with the Cable Excavator with Building Section and Mini Excavator with Building Section (both sold separately) to complete a three-story building.
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K’NEX Architecture from BASIC FUN! is a line of building sets based on real architectural designs, including the Golden Gate Bridge, Eiffel Tower, and London Eye. Each set comes with historical information about the landmark and easy-to-follow, step-by-step building instructions. Kids ages 9 and up can snap the included rods and connectors together to create moving designs of all shapes and sizes. As kids fit the pieces together, they’re developing spatial awareness and honing their fine motor and dexterity skills.
HEXBUG’s VEX Robotics Construction Zone includes toy construction workers and more than 1,350 pieces that kids ages 8 and up can use to create three separate builds that function just like their real-life counterparts. Standing more than 2 feet tall, builders can control the Construction Crane to lift and move objects wherever the crane can reach. The Dump Truck features an engine that kids can use to haul parts across the construction site. Lastly, builders can maneuver the backhoe as it scoops toward itself to lift objects.
Aspiring engineers can stack, arrange, and balance timber planks any way they want to build structures with the Timber Planks 300-Piece Set from FAT BRAIN TOYS. The set includes 270 natural-finish planks, 30 orange planks, and a canvas storage bag. There are no snap-together pieces or interlocking parts, giving kids ages 3 and up an open-ended building and stacking experience that encourages fine motor skills, visual-spatial skills, creativity, planning, and imaginative play.
PLUS-PLUS is introducing three new Learn to Build sets: Glow-in-the-Dark, Sports, and Jewelry. Each set includes 400 pieces that kids ages 8 and up can use to build themed creations on a baseplate. The Learn to Build: Glow-in-the-Dark set includes a black baseplate and pieces for kids to build dragons, planets, and stars. Kids can build football, basketball, hockey, and soccer designs with the Learn to Build: Sports set, which includes two baseplates and a play mat. Kids can build necklaces, bracelets, and more with the Learn to Build: Jewelry set, which includes three colors of thread and silver elastic pieces.
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Movie-based toys and their films are completely out of sync. by JAMES ZAHN, senior editor THE RIPPLE EFFECTS OF UNSEEN VARiables and a world that has been hard to predict continue to shape the evolution of doing business during the COVID-19 era. One major point of impact comes at the intersection of the toy industry and the licensing business, particularly where Hollywood is concerned. During the early weeks of the pandemic, the entertainment industry came to a screeching halt as audiences began to stay at home and movie theaters closed their doors to honor mandatory safer-at-home guidelines and shelter-in-place orders. Paramount Pictures’ Sonic the Hedgehog managed to make a big splash at the box office, pulling in more than $308 million to become the last big family hit before the world shut down. Similarly,
Transformers x Top Gun: Maverick by Hasbro
Disney and Pixar’s Onward carries the somewhat dubious honor of being the first release to be stopped in its tracks due to the global spread of COVID-19. Sonic hit theaters tied to a relatively modest licensed toy program with Jakks Pacific that leaned more toward the video games than the movie. Onward, however, had a bit more product, with a small assortment of action figures kicking off Mattel’s new ongoing line of toys based on Pixar franchises. Traditionally, late winter and early spring theatrical releases aren’t merchandising juggernauts, but studios, toymakers, retailers, and every moving part involved in selling licensed product were soon staring down a problem they had never run into en masse before: Theatrical release dates were being shuffled, pushed back, postponed, or canceled with product already in the pipeline or already at retail. YOU CAN’T STOP THE TROLLS TRAIN DreamWorks’ Trolls World Tour had already been victim to a little bit of back-and-forth release date shuffling before an April 10 release date was settled for the U.S. and Canada. Anticipation for the sequel to the 2016 theatrical hit had been bolstered by eight seasons of the Trolls: The Beat Goes On! series streaming on Netflix and a merchandising and licensing program that had become pretty evergreen over the past four years. Anchored by master
toy licensee Hasbro, new products for Trolls World Tour were already at retail weeks before the pandemic hit. At Walmart, shoppers were greeted by pallet trains packed with dolls, action figures, apparel, and consumables with Trolls branding. Much to the dismay of theater operators in the U.S., DreamWorks’ parent company Universal made the decision to release the film as a premium digital rental day and date with the theatrical release. “We continue to partner with Universal, [and] we’ll make the most out of Trolls that we can make,” said Hasbro CEO Brian Goldner on a July 27 call with investors and analysts. “That was a switch that happened because of unfortunate timing around COVID coming, theaters closing, movie marketing having been already in the marketplace, retail already being stocked, and shelves being set.” While the Trolls sequel managed to play some drive-ins in North America in addition to screening theatrically in a few countries, for the most part, consumers enjoyed the film as a 48-hour rental that entertained families who were suddenly sequestered at home while simultaneously fueling demand for fresh product. “I wouldn’t view that as really the kind of purposeful strategy that we could be looking at in the future,” Goldner says. Similarly, Warner Bros. pulled the theatrical plans for its Scooby-Doo reboot SCOOB! The movie went straight to digital as a rental or premium purchase for families in May. Products featuring Scooby, Shaggy, and the Mystery Inc. gang had already hit retail as Walmart exclusives. Basic Fun! issued a line of action figures and plush, while other licensees like Playmobil
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Monsterverse Giant Kong from Playmates Toys
and Spin Master shared display space in pallet trains. TOUGH TIMES FOR TENTPOLES Universal delayed the release of the ninth film in the Fast & Furious franchise a full year, moving F9 from April 2020 to April 2021. Another Universal film, Illumination’s Minions: The Rise of Gru was moved from July 2020 to July 2021, displacing Sing 2 from July to December. Warner Bros.’ Wonder Woman 1984 got kicked into October; Marvel Studios’ Black Widow was bumped to November; and Sony’s Ghostbusters: Afterlife slid from July 2020 to March 2021. Paramount Pictures’ Top Gun: Maverick was supposed to be a summer blockbuster until the Tom Cruise-starring sequel to the 1986 classic got pushed to December. Mattel, which signed on as master toy partner for the franchise last year, shipped a full range of Matchbox-branded die-cast vehicles and playsets. Meanwhile, COBI came on board for building sets based on Maverick’s F/A-18E Super Hornet fighter jets; Lanard Toys issued 3.75-inch scale action figures and planes; Just Play released a feature plush bear that sings Kenny Loggins’ “Danger Zone;” and Hasbro created a Maverick Transformers toy. Now a full line of products is at retail for a film
that has since been pushed all the way out to July 2021. Similarly, Walt Disney Studios’ live-action reimagining of Mulan managed to have its red carpet World Premiere in Los Angeles mere days before the studio pushed its release date from March to August. Apparel, books, and a collection of dolls from Hasbro were already on shelves. By June, some items were already being sold at a discounted price. In August, Disney revealed plans to release the film as a premium add-on for Disney+ subscribers beginning Sept. 4. At Toy Fair New York, Playmates Toys very carefully showed its Godzilla vs. Kong range in a private room to avoid spoilers from the film leaking out ahead of its marketing. By late July, the toys began hitting shelves, but Warner Bros. pushed the film to May of next year. Within days, fans were pouring over the packaging for clues to characters and other details from the upcoming film, the result of a careful decision to let the products get into fan’s hands. “We wanted to make sure that Godzilla and Kong fans had these two massive Titans available right out of the gate,” says John Stelzner, vice president of marketing, Playmates Toys. “With so much to offer between now and the movie release next year, our goal is to keep fans engaged over the next several months with new and exciting products.” Across the board, a host of licensing deals and tie-in products are in peril across a who’s who of licensees, including Funko, Jada Toys, The LEGO Group, Rubie’s Costume Co., and many more who have been affected. When The NPD Group reported record sales for the toy industry — up 16% in the first half of the year — one of only three categories in decline was notable for being the one that licensing plays the biggest role: action figures. The action figure category was down 12% in the first half of the year, reports NPD. According to Mattel, almost half of its revenue declines in the second quarter came from action figures, which had a big year last year thanks to Disney and Pixar’s Toy Story 4. Products for Minions, most The Mandalorian 3.75-inch action figure from Hasof which are already at retail, should have
offset that. “With the entertainment shift with Minions, we’ve lost that piece of the business for the most part in ‘20,” said outgoing Mattel CFO Joseph Euteneuer during the company’s recent earnings call. “We anticipate a real resurgence in 2021 on that particular category.” CUTTING LOSSES, ALTERING DEALS, AND LOOKING AHEAD Heading into fall, most licensees and retailers have made decisions across three main trains of thought: Hold product and essentially pay rent to warehouse it for a year or more; sell product at clearance prices to clear the shelves and the supply chain; or to let it collect dust on store shelves with hopes of it moving when the movies arrive to support it, essentially taking up space that could be better used by faster-moving products. Like a bit of a log jam in the stream of business, the lack of retail sales have resulted in reports of licensing deals being altered as some licensees have been unable to make their promised guarantees to licensors. One licensee who declined to go on record admitted to being forced to give up what had at one point been a very lucrative license from a major studio. “This is a chance to look at contract language,” says Jennifer Staley, vice president, licensing at Bioworld Merchandising. “It’s an opportunity to change the business and modernize it.” As it’s done in other areas of business, the arrival COVID-19 is forcing rapid change that may have otherwise happened somewhere down the road. Moving forward, players in the toy industry will need to streamline processes and have protective language in place in the event that another pandemic or major business disruption should arise in the future. » James Zahn, best-known as The Rock Father, is a senior editor of the Toy Book, the Toy Insider, and the Pop Insider. Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times, Forbes, MarketWatch, and The Washington Post, and has appeared on Yahoo! Finance, NBC, ABC, FOX, CNN, GCTN, WGN, and more. Connect with him on LinkedIn or follow him @therockfather on other social networks.
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LICENSED
MERCH PREVIEW
JUNIOR
Kids’ favorite TV shows, movies, books, and more come to life through toys, collectibles, apparel, and accessories. Celebrate kids’ love for their favorite characters with some of these new licensed products coming later this year.
Alter Nation Alpha figure
PANDA MONY SubSurf Shorties
SYBO GAMES SYBO Game’s Subway Surfers mobile game has been downloaded more than 267 million times, and this year there are a variety of products based on the game arriving at retailers. Sakar will release a skateboard, protective gear, a helmet, a scooter, and a hoverboard in November. Alpha Toys will launch a full toy line based on the game, arriving exclusively at Walmart this fall. It includes Kustom Kings customizable foot-long subway cars with figures, Street Jammers Spray Can and Boom Box plush with musical capabilities, SubSurf Spray Crew individual figures, Fresh Kicks miniature sneakers, and SubSurf Shorties collectible figures. Fans of the game will also be able to find bags, backpacks, and travel accessories from Accessory Innovations; home textiles from Franco Manufacturing; and multiple lines of apparel and accessories from Bioworld.
FAR OUT TOYS The Ryan’s World Road Trip Game from Far Out Toys is inspired by family road trips and the Ryan’s World YouTube channel. Players ages 5 and up must race their van around the U.S., collecting power-ups, microfigure cards, and rarity stars along the way. The player with the most rarity stars at the end of the trip is the winner.
Panda Mony’s Alter Nation brand includes an original toy line, comic books from Dark Horse Comics, an animated web series created in partnership with Lil Critter Workshop, and more. Alter Nation consists of six human-animal hybrids dedicated to protecting humanity from forces that no typical human can defeat. Characters include Daart, who is young and still training and leaps before he looks — literally, since he is a poison dart frog/ bullfrog hybrid. Sham, the veiled chameleon/tokay gecko/alligator hybrid, is a brilliant but manipulative spy; El Ray is an electric eel/catfish/sting ray hybrid who serves as the aquatic leader; and Albert VII, AKA the longhorned prankster with an affinity for bananas, is a toro bravo bull/capuchin monkey hybrid. Additional characters include Quillroy, a fruit bat/crested porcupine/black rhinoceros who loves heavy metal; Sabotage, a villainous cybernetic creature who is always upgrading himself; and two new characters who are coming soon: Bomber, a scorpion/bombardier beetle/Hercules beetle/stink bug hybrid; and Alpha, the first and most powerful human-animal hybrid. Panda Mony’s goal with Alter Nation is to introduce kids to a new, fresh brand full of exciting content. Alter Nation was developed with hours of input from kids, and encourages healthy physical and psychological development, while also promoting quality time between kids and adults.
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HERSCHEND
PLAYMOBIL Spooky surprises await kids with the new line of Scooby-Doo toys from Playmobil. Kids ages 5 and up can help Scooby, Fred, and Daphne solve the mystery and avoid traps with the Playmobil Scooby-Doo! Adventure in the Mystery Mansion playset, available this August. The haunted mansion features the figures, a vampire, a coffin with a projector and sound effects, three ghost cards, and more. Kids can activate ghoulish holograms with the help of the Playmobil app. Available now, the Playmobil Scooby-Doo! Mystery Machine has everything kids need for a ghostly adventure. It includes Fred, Daphne, and Velma figures and more accessories. The set features an illuminated monitor where kids can insert the included Playmobil Scooby-Doo! ghost cards to learn how to solve the case. Mystery Figures (Series 1) The Playmobil Scooby-Doo! Scooby & Shaggy with Ghost set comes with plenty of snacks for the friends to munch on before they reconvene with their pals. Kids can combine this set with the rest of the Playmobil Scooby-Doo line. There are also 12 ghosts to collect in the Playmobil Scooby-Doo! Mystery Figures (Series 1) line. Kids assemble the figures to reveal the character and can collect the stickers and ghost cards that come with it.
Herschend Entertainment Studios relaunched its kids’ show Chuggington: Tales from the Rails with new episodes that premiered in June, two half-hour specials, new interstitials, and new music. In partnership with the relaunch, the brand’s master toy partner Alpha Group will release a new line of toys next year, including trains, playsets, and R/C vehicles. Herschend plans to continue existing partnerships with long-running licensees, as well as expand into new categories, including publishing, secondary toys, puzzles and games, party goods, food and drink, sleepwear, and apparel. The brand has also partnered with a major railroad company in the U.S., with more details to be announced soon.
Chuggington: Tales from the Rails
MOOSE TOYS Moose Toys celebrates GIFs IRL with OH! MY GIF. Kids can collect and share more than 50 “GIFbit” characters, each with unique movements. The collection launched this spring with a typing cat and a #failburger hamburger. Moose will launch a licensing program next year to expand the toy into new categories, such as apparel and accessories. Kindi Kids debuted on toy shelves last summer with items based on the YouTube series for preschoolers. This year, a licensing program is launching in the U.S., the UK, and Australia. Licensing partners include Scholastic for books, Bentex for swimwear and apparel, Bendon for activity books, and Jay Franco for homewares. The brand will expand next year with a larger rollout of top-tier licensees. Shopkins, the collectible brand based on household items continues in its fifth year as an evergreen license for Moose Toys, with items such as Shopkins Kellogg’s Cutie-O’s cereal and Shopkins toothbrushes. OH! MY GIF
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PILLOW PETS Who lives in a pineapple under the sea? The new SpongeBob Pillow Pet! Pillow Pets launched a plush version of SpongeBob that kids can transform into a pillow by unfastening the hook and loop around the belly. It acts as both a plush pal and a comfy pillow for reading, watching TV, studying, or sleeping.
Fisher-Price Little People Collector The Office
MATTEL Kids ages 1 and up can meet their very first coworkers. The Fisher-Price Little People Collector The Office set offers big fun in a little package and features Michael Scott, Dwight Schrute, Pam Beesley, and Jim Halpert. In the fall, kids’ favorite characters from StoryBots join them for playtime with the Fisher-Price StoryBots Plush. Kids ages 3 and up can bring their StoryBot on an adventure and squeeze it to hear fun songs and phrases. The Fisher-Price StoryBots A to Z Rock Star Guitar helps kids explore the alphabet with StoryBots tunes. The Fisher-Price Imaginext SpongeBob Figure Six Pack features SpongeBob, Patrick, and more fan-favorite characters from under the sea so that kids to recreate their favorite Bikini Bottom moments. Kids ages 4 and up can activate the Jurassic World Epic Roarin’ Tyrannosaurus Rex to act out scenes from the animated series Jurassic World: Camp Cretaceous. It features a swinging tail, a moveable head, a twistable body, and chomping action. Kids who love Minecraft can collect a new line of mini-figures called Minecraft Earth Boost Minis. Kids ages 6 and up can scan their Boost Minis with a phone in order to gather XP in the game. Each figure is based on a specific Boost and there will be 20 different Boosts available at launch. Kids who can’t wait for Wonder Woman 1984 can find the Wonder Woman 84 Fashion Doll Assortment, which features recognizable looks from the movie. Kids ages 6 and up can choose Diana herself or her enemy Cheetah. The Wonder Woman 84 Deluxe Golden Armor Feature Wonder Woman Doll has a light-up feature so kids can recreate their favorite movie moments. With the Wonder Woman 84 Young Diana and Horse, kids can recreate Diana’s origin story. The doll is articulated and can ride her horse sitting, standing, and more to keep up with the action. American Girl celebrates the Olympics with the Team USA Medal Ceremony Set, Team USA Gymnastics Set, and other various sporting sets. Each set features the outfit and accessories to transform kids’ dolls into Olympic athletes. Designed for kids ages 8 and up, the line also includes an American Girl Team USA Doll and Girl Shirt, so that kids can match their dolls.
KAWANIMALS Kawanimals is currently seeking licensing partners for its brand that aims to nurture kindness and empathy in kids through free online content. The content and activities are revised by child psychologists and early childhood educational experts. The fun stories, games, and activities feature cute animal characters and teach kids to be kind to others, themselves, and the planet.
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BONKERS TOYS
MASTERPIECES Get ready for a sweet treat with MasterPieces’ Hershey’s Kiss Puzzle, designed for kids ages 8 and up. When assembled, the 500-piece jigsaw puzzle is shaped like the classic candy and the image shows a collage of colorful Hershey’s Kisses. The puzzle’s box is also in the shape of a Hershey’s Kiss, and the chipboard is made of recycled paper and soy-based inks. The Raggedy Ann & Andy Puzzles come in a four-pack of 100-piece puzzles that depict Raggedy Ann and Andy on bike riding adventures, in the garden, at the beach, and playing with their animal friends. These puzzles are designed for kids ages 6 and up.
Kids ages 6 and up can groove along with the FGTeeV Party in the Elevator from Bonkers Toys. Based on the popular FV Family YouTube video with more than 55 million views, the set features groovy figures, light-up party favors, and a musical button that plays the “Party in the Elevator” song. FGTeeV Raptain Hook Sea Wagon The FGTeeV Raptain Hook Sea Wagon features a sea wagon with figures hidden in secret compartments, a barrel of noise putty, a DJ booth with a light-up dance floor, and a built-in microphone and speakers so kids can sing along with Raptain Hook. The FGTeeV Raptain Hook Sea Wagon is available exclusively at Target. Based on the Skate Everything YouTube series, the Braille Mystery SK8 Set includes a collector wheel storage case, four finger boards, advanced trucks, a construction tool, mini stickers, a ramp, and a grind rail. The set also features replicas of actual boards seen on the channel. Designed for kids ages 3 and up, the Trinity & Beyond Mystery Heart Jewelry Box is based on the Trinity & Beyond YouTube channel and features secret storage compartments and a fashion mirror. Each set includes three surprise buildable mystery figures. Kids can mix and match the figure’s faces, outfits, and shoes to make custom characters. It also includes jewelry, hair accessories, and interchangeable charms that kids can use throughout the Trinity & Beyond toy line.
RUBIE’S COSTUME CO. The Imagine by Rubie’s Wonder Woman Child Dress-up Set from Rubie’s Costume Co. includes a red and blue, goldtrimmed tutu dress featuring the iconic Wonder Woman logo. Young superheroes-in-training can complete their Wonder Woman look with the included belt, cape, and handbag.
SESAME WORKSHOP In addition to putting out various public health initiatives to help kids understand the COVID-19 pandemic, Sesame Workshop expanded its license to help kids understand mindfulness with a Headspace partnership called “Monster Meditations.” The animated shorts are available on YouTube and teach kids how to handle their emotions. The Champion x Sesame Street collaboration features Sesame Street characters on apparel, such as sweatshirts and T-shirts, in sizes for men, women, and kids. On HBO Max, kids can discover the animated special The Monster at the End of This Story this summer. Based on the book, it continues Sesame Workshop’s “Year of Monsters” campaign to celebrate all things furry, lovable, and brave. Kids can also watch The Not Too Late Show with Elmo on HBO Max. The show features Elmo chatting with celebrity guests.
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EPOCH EVERLASTING PLAY Epoch Everlasting Play expands its Aquabeads collection with sets based on Dreamworks’ Trolls World Tour. With the Trolls World Tour Playset, kids ages 4 and up can craft Poppy, Branch, and new characters by placing the beads over the provided template, and then spraying them with water to fuse them together. The set features a flip tray to set the artwork aside for faster drying and also includes 800 jewels and solid beads, a case, a template sheet, and a sprayer. The Trolls World Tour Character Set features more than 600 jewels and solid beads, a template sheet, and a sprayer that kids can use to make creations based on the colorful characters from the movie.
BASIC FUN! Kids ages 4 and up can squish and mash Mash’ems Disney Frozen 2 Series 1 from Basic Fun!. These squishy collectibles feature six characters from Frozen 2, including Elsa; Anna; Olaf; Kristoff; Sven; and an ultra-rare, liquid glitter mystery character. Each collectible is sold separately.
INSIGHT EDITIONS Insight Editions expands its L.O.L. Surprise! Officially Blinged Out Collection with new products available this fall. Kids can learn about their favorite L.O.L. Surprise characters in the L.O.L. Surprise! Book of Surprises. In addition to character details, this book features secret messages kids can reveal by looking through the magic mirror decoder. There are more than 100 surprises to unveil, including hidden pictures, secret stories, and doll-sized mini books. With the L.O.L. Surprise! Photo Studio, kids can unfold four Instagram-ready, 3D scenes for their L.O.L. Surprise dolls or the three included paper dolls. They can also lift the flaps to reveal hidden surprises. Kids can follow the step-by-step instructions in L.O.L. Surprise! Make Your Own Pop-Up Book: Fashionably Fierce to color and create eight pop-up scenes, featuring L.O.L. Surprise dolls, pets, accessories, and more. The L.O.L. Surprise! Bling-A-Tree Advent Calendar lets kids count down to Christmas with daily surprises. First, they can build the Christmas tree, then look behind a numbered flap each day to discover a hidden ornament. The calendar also includes several blinged-out bonus surprises.
UNIVERSITY GAMES Kids can enter the world of Dog Man and the Supa Buddies books by Dav Pilkey with University Games’ expanding line of Dog Man games and puzzles. The collection features artwork and themes from the book series, which highlight a hero that is part dog and part man.
Aquabeads Trolls World Tour Playset
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WOWWEE
PLAYMONSTER PlayMonster adds JoJo Siwa and PAW Patrol designs to its Face Paintoos line, which give families the fun of face painting without the hassle of wet paint. Parents can use a wet sponge to apply the designs like they would a temporary tattoo. Designed for kids ages 4 and up, Face Paintoos won’t smudge and can be easily removed. Peanuts Latchkits is a latch hook craft kit that kids ages 6 and up can use to create soft and fuzzy Snoopy designs by looping, hooking, and pulling the yarn through the canvas. The kit includes everything needed to create the designs: five bundles of precut yarn and a color-coded, easy-to-follow grid. The sturdy canvas features fabric-lined edges and hanging loops. Kids ages 3 and up can create their own scenes and stories with the new Colorforms Classic Retro Replay Editions, featuring Mr. Potato Head, My Little Pony, and Barbie Dream House styles. Kids can stick the characters and pieces on the boards again and again to build scenes as many times as they want. The Colorforms — Barbie Dream House features a two-story house that opens up to reveal indoor and outdoor play scenes. It includes more than 50 restickable pieces, including groovy furniture and accessories inspired by the original set. The other two sets feature classic characters updated for today. The Rare Entbrat is a limited-edition, 5-inch collectible that looks and sounds exactly like the rare monster from the My Singing Monsters mobile game. Designed for kids ages 6 and up, the collectible monster can sing solo or blend its voice with other monsters from the collection.
Preschoolers can enjoy brushing their teeth with Baby Shark, thanks to the new BriteBrush Pinkfong Baby Shark toothbrush. BriteBrush toothbrushes use engaging games, sound effects, and live coaching to encourage proper brushing. With this Baby Shark version, kids will experience bubble popping adventures, treasure hunts, and the popular “Baby Shark” song.
SPIN MASTER Spin Master expands its Batman products this fall with the DC Launch and Defend Batmobile R/C, which kids ages 4 and up can drive from up to 250 feet away. It also features a spring-loaded eject feature to launch the included Batman figure out of the car and into action. This Batmobile is compatible with Spin Master’s DC Batman 4-inch Figures, which are currently available. These figures feature 13 points of articulation and come with three mystery accessories. This fall, kids ages 5 and up can teach Toothless to fly with the How to Train Your Dragon Flying Toothless. This toy uses the same technology from Spin Master’s Owleez toys to really fly and features a variety of interactive elements. Spin Master will also add two new Monster Jam toys to the arena this fall. The Monster Jam Megalodon Storm is an R/C vehicle that kids can drive on water, featuring a water-resistant design and custom performance tires. Designed for kids ages 4 and up, the vehicle is a replica of the real Megalodon Storm Monster Jam truck. The Monster Jam Official 2-in-1 Transforming Hauler Playset has two side-by-side ramps off the back, which kids ages 3 and up can use to race two Monster Jam trucks. The set includes a donut spinner; an exclusive, 1:64-scale El Toro Loco; and room to store up to four additional Monster Jam trucks (sold separately). Kids ages 6 and up can prepare to battle in the Bakugan Battle League Coliseum. Featuring banked walls for trick shots and inspired by arenas featured in the TV Show, the coliseum includes an exclusive Howlkor x Serpenteze fused Bakugan and a drawer to store Bakugan gear. The Tech Deck Single Board collectibles are fingerboards that feature graphics from real skate companies. Each comes with accessories, including stickers, board stands, and skate tools. This fall, the Tech Deck Street Sports World Tour will offer three iconic, real-world skate spots as Tech Deck ramps. Each ramp includes a Tech Deck board.
DC Launch and Defend Batmobile R/C
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MARKETING MEMO
TOY SALES HAVE SPIKED, BUT WILL IT LAST?
Analytics can help drive and maintain sales during and after the pandemic. by MATT VODA, CEO, OptiMine Software AS A MARKETER AND PARTNER with companies in a litany of different industries, I observed one inarguable effect of the coronavirus: The implications were polarizing. There were companies, such as those in the travel and hospitality industries, that had their ways of doing business completely shut down. Those in the beauty and retail industries were also bludgeoned by the effects of the pandemic, which rendered doing business nearly impossible. But just as the North Pole has the South Pole, there were coronavirus counterparts on the other side of the spectrum: Connected technology, streaming television, and e-commerce platforms all saw the pandemic create widespread demand — effectively expanding their growth to unpredicted heights. The toy industry, too, was among those that saw increased sales as a result of the extra time consumers found due to stay-athome orders. For marketers in the toy industry, this caused problems. Of course, it’s important to emphasize that increased sales is the “good” kind of problem. And certainly, in the scheme of all that’s gone on in the world, we’ve learned to redefine problems. These brands saw a massive spike in demand, but that demand also created supply chain issues. The demand outpaced inventory, and as a result, marketers were challenged to shift priorities and spend toward channels that boasted certain standout features, namely the ability to quickly turn spend on and off. That made marketing channels such as TV, radio, and print ads — mediums that require longer lead times — less advantageous. Digital advertising, on the other hand, allows for more flexibility and some channels, such as paid search, appear to be more easily measurable. The conundrum for marketers looking to
measure some digital channels, such as video, paid and earned social, and display, is that the tale isn’t told with clicks. Because few consumers click on ads in these channels, it is difficult for a brand to understand their contribution to sales. But this is precisely what’s necessary for toy companies to succeed, and the companies that leveraged advanced analytics well have been best able to navigate the pandemic. The pandemic caused mass shifts in consumer behavior — not only what they were buying, but also how people were engaging with media. Agile brands that used advanced analytics to quickly understand these shifts were able to tailor their marketing strategies more efficiently, thereby improving sales in a more cost-effective manner. Assuming consumer behaviors will change and that the post-pandemic economy is as unpredictable as the pandemic itself, marketers in the toy industry will need to continue employing the same agile marketing and analytics techniques the industry’s stalwarts did through the pandemic. Brands that can make faster reads of marketing performance based on the latest consumer behaviors, geographic differences, and cross-channel marketing effects will outperform the brands who are operating more blindly. At OptiMine, we work with a toy brand whose analytics unveiled the positive effect digital video and paid social campaigns were having on both direct-to-consumer business and Amazon sales. Previously based on consumer click activity, the brand was not able to prove that these “upper funnel” channels drove real ROI, and the economics of these investments looked terrible. Only with advanced analytics was the brand able to attribute the real value of these investments to revenue and this
knowledge provided guidance to adjust their budget accordingly. Just the same, analytics are not only useful in determining the platforms, mediums, and tactics that provide the largest return on investment, but also critical in determining geographical differences in performance. As the country eases its way out of the pandemic, different regions will rebound at different rates. For brickand-mortar retail, different regulations will be in place regarding the number of people allowed in a store at a given time. These geographical disparities will have a meaningful impact on the lift brands get from ads targeted in various locations. It’s likely that, all things being equal, the same ad will perform better in a region where brick-and-mortar retail has fewer restrictions. That kind of information will allow marketers to shift their spend to the most profitable geographies while the pandemic restrictions remain varied. It’s a cliche, but all too apropos in championing the benefit of marketing analytics: Knowledge is power. Being armed with data that shows the effectiveness of various ads and ad campaigns on the most granular of levels will guarantee that toy brands navigate the very choppy pandemic waters and enjoy maximum lift from their marketing spend. » Matt Voda is the CEO at OptiMine Software, a leader in cloudbased cross-channel marketing analytics and optimization. He joined the company from United Health Group, where he led consumer marketing and analytics within the $40 billion Optum division, developing and deploying sophisticated analytics-driven approaches to yield significant gains in consumer engagement and ROI. Matt also spent 11 years at Digital River as vice president of product management, helping develop the world’s first cloudbased e-commerce platform.
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RAISING THE BAR
WHAT YOU DON’T KNOW COULD COST YOUR BRAND He who hesitates … may lose trademark rights. by HOWARD N. ARONSON, managing partner, Lackenbach Siegel LLP THE LAST THING A TOY COMPANY wants to hear when you are about to launch a new product or service is that someone else may own rights to the brand that fits its product or service to a “T.” You may think that never happens, but it often does. READ AND HEED That’s what Zoom Video Communications Inc., the company offering the video and web conferencing that became seemingly indispensable during the 2020 pandemic, learned. In 2018, Zoom Video filed a trademark application for the mark Zoom for “digital video cameras, microphones, and digital video display monitors.” It had been using its Zoom mark since 2014 for these products, but the Patent and Trademark Office (PTO) refused registration of the Zoom Video mark because the PTO believed consumers would be confused between that mark and another Zoom mark — applied for by LG Electronics for smart watches and related products. And that application had been filed only about three and a half months earlier than the Zoom Video application. What’s more, the LG mark wasn’t even being used yet in the U.S. But the situation gets more complicated — LG application wasn’t home free either. The PTO refused registration of that application as well, stating that consumers would be likely to confuse the LG products related to the Zoom mark with other goods listed in existing registrations for the mark Zoom — goods ranging from battery packs to computer software to computer games to computer security products. Ultimately, LG may have to appeal the PTO’s refusal to register its Zoom mark — and appeals can take a long time and cost a lot of money, with the outcome uncertain. But if the LG application eventually does gain PTO approval for registration,
Zoom Video would be faced with opposing registration of the mark — another potentially lengthy, uncertain, and expensive process. Meanwhile, this May, Zoom Video filed two new applications for the Zoom mark for software related to its now very well-known video conferencing services. The company’s actual use of the Zoom mark for these popular services dates back to 2012 and 2013. Trademark rights in the U.S. are based on use, so in general, the party that has been using the mark longer has superior rights, even as against a party with a registration. Even so, at least one registered Zoom trademark for computer software was in use before 2012 and 2013, so Zoom Videos’ rights are still uncertain. FIND OUT WHAT YOU DON’T KNOW The facts don’t change, but a search before filing reveals ambiguity and difficulties, allowing for alternative marks to be vetted, perhaps avoiding wasted investment, confusion, and possibly an infringement suit. START HERE The takeaway for toy companies is that planning for intellectual property protection — including patents, trademarks and copyright — should be one of the first steps in the business development process. For trademarks in particular, toy companies should conduct a trademark clearance search as a preliminary step to investigate whether a mark is likely to be available for use and registration. Then, as soon as decisions are made to use the mark, applications for federal registration should be filed. The clearance search can reveal any conflicting uses of the mark — not only marks that are registered in the PTO, but also marks that are in use for similar toys or toy-related services in the U.S. That’s
because the owners of such preexisting marks can pose a threat to the validity of your trademark and force you to stop using your mark after you’ve invested a considerable amount of time and money in the brand. And although you may believe that you are familiar enough with the toy marketplace to know whether or not a competitor is using the mark, the search will likely document any other uses that are related to toys but of which you may be unaware. If the search reveals no direct conflicts, it’s time to move ahead with the trademark application process as soon as possible. There are many instances of a conflicting application being filed a few days and even one day earlier. In such a scenario, you may be compelled to abandon your trademark and start the process all over again. Your IP counsel can guide you through the process of selecting, clearing, and applying for a trademark, avoiding wasted time, effort, and expenditures. Remember that if you wait to file a trademark application until you’re absolutely sure every step is in order — from supplies to manufacturing to marketing — you risk losing your ability to register your trademark, at least without huge expenditures of time and money, because another user is blocking your path. »
Howard N. Aronson has for the past 30 years provided legal counsel to toy industry companies. He is the managing partner of Lackenbach Siegel LLP, an intellectual property law firm recognized for its nine decades of handling toy company issues. Grateful acknowledgement is extended to Eileen DeVries. Contact Howard at haronson@LSLLP.com or (914) 723-4300.
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KELLYTOY, a subsidiary of Jazwares LLC, adds to its growing Squishmallows collection with Squishmallows Heroes, squishy plush that celebrate frontline heroes. The assortment includes Esmeralda, a grocery clerk; Daryl, an EMT; Hoot, a doctor; Cassie, a nurse; and Kirk, a police officer.
A Look at What’s Hitting Retailers’ Shelves Right Now
With the PJ Masks Transforming 2 in 1 Mobile HQ from JUST PLAY, kids ages 3 and up can turn the PJ Masks Headquarters into the PJ Seeker. In Headquarters mode, the playset stands 3 feet tall with five levels of play, featuring a lights-and-sounds control board, a vehicle lift, a ramp, and more. The Mobile HQ has wheels for vehicle play in Seeker mode.
With Story Magic Decorate Your Own Light-Up Unicorn from HORIZON GROUP USA, kids ages 4 and up can mix and match vibrant colors to paint onto the ready-to-decorate unicorn. Once dry, the unicorn is ready to light up for story adventures that kids make up using fill-in-theblank prompts.
BANDAI AMERICA’s Charaction Cubes are mashups of a Rubik’s puzzle with pop-culture characters that are made for kids ages 8 and up. Licenses include Gudetama, Dragon Ball, Gundam, and Naruto, and each chibi-style character functions as a Rubik’s puzzle that also can be displayed as a collectible.
Peppa’s Shopping Mall is a modular three-level, Peppa Pigthemed playset from JAZWARES. It features a working elevator, a photobooth, a magical changing room, and a play area, and comes with Peppa and Suzy figures and four accessories.
Kids can zoom out with TOMY’s Remote Control Turbo Trick Ricky, an R/C based on the popular preschool series. The easyto-use controller features a simple design that kids can use to make Ricky perform daring tricks, such as wheelies and 360-degree spins.
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TOY ASSOCIATION UPDATE
DON’T MISS THE MID-YEAR TOY TRENDS BRIEFING The presentation will be part of the next Toy Fair Everywhere week. by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association SO MUCH HAS CHANGED IN THE world since Toy Fair New York in February, and we will continue to see the pandemic’s impact on consumer trends and toy purchases through the end of the year — and well beyond. Buyers and media looking to connect with global toy sellers during these uncertain times and track the latest products and trends are invited to attend The Toy Association’s Toy Fair Everywhere virtual market weeks, taking place this summer and fall (Aug. 17-23 and Sept. 14-20 — visit toyfaireverywhere.com for details). On top of filling the void left by canceled events and face-to-face meetings that normally occur between now and the holiday selling season, Toy Fair Everywhere will unveil the latest developments in toys, play, and consumer shopping habits, with The Toy Association’s trends team providing a mid-year trend briefing during the August market week, similar to the popular session held at Toy Fair New York. It will be open to all Toy Fair Everywhere virtual attendees and media. The Toy Association will announce details on the date and time of the mid-year trends update soon. “In the short time since the toy industry last came together in New York City, the world looks very different,” says Adrienne Appell, senior director of strategic communications at The Toy Association. “This has naturally had an impact on consumer trends and, most importantly, toy purchases. Our Toy Fair trends presentation is a must-attend event, and we anticipate this second trends briefing to deliver the same level of insight and value to media, buyers, and anyone else with a stake in the toy industry.” Since the outset of the pandemic, the trends team has been tracking developments and appearing in national broadcast segments via Zoom to highlight toys
that engage kids in learning and keep families active while spending more time at home. Looking ahead, the team is monitoring the following shifts in preparation for the mid-year trends update: • Generations of Play, one of the top trends of 2020 announced by the Association earlier this year, has gained momentum amid stay-at-home orders, school closures, camp cancellations, and general anxieties related to COVID-19. Homes and backyards are being turned into minischools, daycares, play centers, and parks.
“In the short time since the toy industry last came together in New York City, the world looks very different. This has naturally had an impact on consumer trends and, most importantly, toy purchases." Even adults without kids are using play (typically board games) as a diversion and stress reliever. As businesses reopen and regular life resumes in fits and starts, the Generations of Play trend is expected to grow, with many having experienced first-hand how playing together unites family members of all ages and brings happiness into the home. • Educational toys, as well as tools and resources that help children learn at home, are soaring in popularity. With back-to-school time approaching and uncertainty about school reopenings, strong sales are expected for arts and crafts, science kits, STEAM toys, and tech/robotics.
• Parent-Driven Purchases vs. Kids’ Asks: Parents were in the driver’s seat this spring, carefully selecting toys and games that were practical and functional while kids were home from school. Impulse purchases declined, with adults either shopping solo online or without their kids in stores. Expect a resurgence of popular categories like collectibles, dolls, and action figures in the months ahead, with more kids in the checkout line and putting together their holiday wish lists. The mid-year trends update will provide industry stakeholders with an in-depth look at what’s outlined above, in addition to a few surprises. Presenters will be pulling product examples straight from the virtual show floor to highlight the predictions and share the innovative toys and games that are expected to impact holiday sales. As of this writing, upwards of 130 exhibiting companies have signed on to showcase their brands during one or more Toy Fair Everywhere market weeks, including 3Doodler, Aurora World, Carrera of America, E-Blox, Faber-Castell USA/Creativity for Kids, Goliath, Haba, Klutz, The LEGO Group, Melissa and Doug, Safari Ltd., Schylling, Toysmith, Ty, Zing, and Wrebbit Puzzles. Hundreds of influential buyers (including representatives from Amazon, Learning Express, Target, Walmart, Scholastic, and Mastermind Toys) are planning to participate. Buyers and media will be able to browse exhibitors by category, take part in daily educational seminars, and request appointments for virtual demos and chats using the platform. More information on Toy Fair Everywhere — including who’s exhibiting, how to register, special event announcements, and how the virtual market weeks will unfold — is available now at toyfaireverywhere.com. » toybook.com | JULY/AUGUST 2020 | THE TOY BOOK 61
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compiled by JAMES ZAHN, senior editor We’ve reached the dog days of summer, and while the weather heats up, families continue to seek new options in entertainment — and there is no shortage. From inspirational tales rooted in toy and game history to music developed and recorded during quarantine, kids and adults have nearly unlimited options, including a metal band that plays kids’ music while dressed like sharks and an epic pop-up book inspired by the Wizarding World of Harry Potter.
STREAMING
THE ADVENTURES OF SHARKY SHARKY
BOOKS
GAME CHANGER: THE STORY OF PICTIONARY AND HOW I TURNED A SIMPLE IDEA INTO THE BESTSELLING BOARD GAME IN THE WORLD Back in 1985, Rob Angel was waiting tables in the Emerald City. When the 26-year-old wasn’t serving guests, he was laying the groundwork for a fresh new game that grew into an iconic franchise enjoyed by families around the world. Armed with Webster’s Dictionary, a No. 2 pencil, and a yellow legal pad, the Seattle waiter created Pictionary and launched the game independently. Now, in his new book, Angel details the journey from self-publishing a new game with no experience (he assembled the first 1,000 copies in his apartment) to building a franchise that ultimately sold more than 38 million games in more than 60 countries.
“My two business partners and I agreed to an overlying business philosophy that if we took care of Pictionary, it would take care of us,” Angel says. “All our decisions were made on what was best for the brand, which was the key to our long-term success.” And what a success it has been. Pictionary moved from Angel Games to Western Publishing as part of a legacy that includes the game being published by the two biggest toy and game companies in the world: Hasbro and Mattel. Now, in celebration of the 35th anniversary of Pictionary, Angel is sharing his story in hopes of sparking a new generation of creative and entrepreneurial minds. “It’s my hope that Game Changer will inspire readers to take the plunge to get started in anything — without a blueprint or plan,” Angel says. Available now (Amplify Publishing)
Legend has it that a spell performed by the Arch-Wizard of Anchorberry brought a group of sharks from the ocean to the land where the crew would soon form a rock band. With a mission of performing epic rock and power metal for kids, Sharky Sharky aims to “bring new hope to the universe,” and they’re doing it in a new, animated series. The Adventures of Sharky Sharky introduces the band and its story to kids around the world as Sharky, Baxter, Andy, Jawnofin, and Finley set off on adventures together while cranking out the jams. “Sharky Sharky is a project we have grown organically and worked extensively to build up over several years, with a passionate fan base all over the world,” says co-creator Fraser Edwards. The band is the kid-focused guise of UK-based power metal act, Ascension, and the videos serve as a pilot to attract network attention. While Sharky Sharky has been in existence since 2013, the band recently got a live-action boost and drew big smiles from Simon Cowell on this year’s season of Britain’s Got Talent. Could toys be close behind? Streaming now on YouTube
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MUSIC
SPOTLIGHT
DANIEL TASHIAN: MR. MOONLIGHT For more than two decades, Daniel Tashian has been writing, making, and producing music. Now, following Country Music Awards, Academy of Country Music, and Grammy wins for his production work on Kacey Musgraves’ Golden Hour, Tashian used the first two weeks of quarantine to craft a follow-up to his own Grammy-nominated album, last year’s I Love Rainy Days. Enlisting the help of his three daughters, Tashian shaped Mr. Moonlight into a whimsical, family album filled with stories overseen by the title character, who Tashian says should recall the feel-good, imaginative fun of Sesame Street, The Electric Company, and Pink Panther. Available now (Big Yellow Dog)
BOOKS
FLASH FACTS: TEN TERRIFIC TALES ABOUT SCIENCE AND TECHNOLOGY Award-winning actress and author Mayim Bialik, PhD, (Blossom, The Big Bang Theory) curated this new graphic novel for middle-grade readers that seeks to bridge STEM (science, technology, engineering, and math) concepts and real-world examples that kids will understand from everyday life. The book features Superman, Batman, Flash, and more. Available Feb. 2021 (DC Comics)
BOOKS
HARRY POTTER: A POP-UP GUIDE TO DIAGON ALLEY AND BEYOND Take a trip to the wizarding world with this pop-up book from New York Times best-selling paper engineer Matthew Reinhart. The intricate pop-up spreads render fan-favorite Diagon Alley establishments, such as Ollivanders, Weasleys’ Wizard Wheezes, and The Leaky Cauldron, plus other locales including the Ministry of Magic and Platform Nine and Three-Quarters. The entire book opens up into a displayable, 3D diorama of all pop-ups at once for an elaborate look at the places where Hermione Granger, Ron Weasley, and the Boy Who Lived — Harry Potter — once walked. Available in October (Insight Editions)
VIDEO GAMES
BAKUGAN: CHAMPIONS OF VESTROIA Spin Master’s Bakugan franchise is entering a whole new realm. The action role-playing game follows an all-new story in which players can engage in brawls and befriend Bakugan creatures. A deluxe edition includes an exclusive toy. Available Nov. 3 for Nintendo Switch (Warner Bros. Interactive)
THE WIGGLES: CHOO CHOO TRAINS, PROPELLER PLANES & TOOT TOOT CHUGGA CHUGGA BIG RED CAR! For nearly 30 years, The Wiggles have been rocking stages, screens, and stereos around the world. One major factor in the band’s longevity is reinvention, and on its 55th studio album, Emma, Lachy, Simon, and Anthony offer an update of the famous “Toot Toot Chugga Chugga Big Red Car!” alongside a whopping 22 new tracks that embrace a theme of world travel and big adventures. “Today, more than ever, children need a release for all their creative energy, and we hope this album will have the young listener dancing, singing, and using their imagination to go traveling,” says Emma, aka the Yellow Wiggle. And the group is also helping families tackle timely topics on songs such as “Social Distancing” and the “Handwashing Song.” While the band’s touring plans have been interrupted due to the COVID-19 pandemic, kids can check out new songs and videos each week on The Wiggles’ YouTube Channel. Available now (Australian Broadcasting Corp.)
For more Media Mashup content, visit thetoyinsider.com.
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by JAMES ZAHN, senior editor SOME OF THE GREATEST TOYS OF all time have been created completely by accident. Play-Doh, Silly Putty, EtchA-Sketch, and Silly String are among a group of classic, iconic toys whose roots are tied to other intended purposes, such as a wall cleaner or a spray-on cast. Another toy, Slinky, was born out of a mishap in 1943 when mechanical engineer Richard T. James was experimenting with tension coils in an effort to stabilize naval instruments. James dropped a coil Technical drawings from Richard T. James’ filing with the U.S. Patent Office. Slinky was granted its patent in 1947.
and watched in amazement as it began to “walk.” Two years later, James and his wife Betty used a $500 investment to start what later became James Industries. Slinky — named from a Swedish word that Betty discovered in a dictionary — was formally launched in 1945. The incredible “walking” spring was produced using a machine that James invented to flatten 80 feet of steel wire into the 2.5-inch coil that genera-
tions of kids and families have known and loved for the past 75 years. An early example of selling toys by using live product demonstration, the first batch of Slinky toys sold out almost immediately upon making its debut at the Gimbels Department Store in Philadelphia during the holiday season. In 1947, James received a patent on the original Slinky, a toy that on the surface is incredibly simple, but in reality, is a surprisingly complex result of physics and frequencies working together. In the filing with the U.S. Patent Office, James described Slinky as “a helical spring toy which will transfer its turns from one end to the other in an entertaining manner when it is bent into [a] general semi-circular
Slinky Eyes were first introduced during the 1950s.
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BACKSTORY form and the ends are moved up and down.” “Growing up, I lived in a one-story home, but we had stairs going down to the finished recreation room in the basement, which were perfect for playing with Slinky,” says toy inventor Michael Dox, owner and principal at ToyArts, a design firm serving the toy industry. “I just remember trying to get the Slinky to walk down as many steps as possible and running down the steps to retrieve it and A historic marker then climbing back up the steps to try placed in Clifton again and again and again.” Heights, Penn. in 2019. By the early 1950s, James Industries saw the potential for Slinky beyond its traditional form and began creating line extensions and additional products, perhaps most notably — and still available — the Slinky Dog. The company then became a licensing pioneer as it licensed its patent to other companies that further expanded on the idea of what the famed coil could do and what toys it could be used for. The Wilkening Manufacturing Co. of Philadelphia and Toronto soon issued Mr. Wiggle — the same, traditional Slinky, but repackaged in a new box that was sold primarily in Canada. coils as part of the Additional products included Mr. Wigappeal, but that’s not all. gle’s Cat-A-Puller, Cowboy, Fire Engine, “I think the No. 1 quality that makes and Frog. the Slinky so appealing for kids is the As the space race took off, Slinky feel of it,” Dox says. “If you never picked introduced the Slinky Satellite Beanie, a one up and just saw it in a box on the toy tin hat with a Slinky strapped to the top store shelf, it is not very exciting. Once and adorned with a tiny, Sputnik-style you pick one up and glide it from hand to satellite toy. By the ‘70s, there were plashand, it just feels cool as the momentum tic Slinkies, pull-toy Slinkies, and more. carries it from side to side.” The brand was everywhere and even had Like most brands that have been able a catchy jingle that kids and parents still to stand the tests of time, Slinky hasn’t sing today. always traveled a smooth road, and the In a 1995 interview with the Associcorporate lineage has been filled with ated Press, Betty James credited the low bumps and bruises along the way. cost and simple action of the toy for its Amid divorce, Betty James took the lasting appeal. helm of the original company in 1960 “I think really it’s the simplicity of it and brought it back from the brink of — there’s nothing to wind up; it doesn’t bankruptcy. She moved production to take batteries,” she said. “I think also the Hollidaysburg, Penn., and built it into price helps. More children can play with it a multimillion-dollar empire. Slinky was than a $40 or $60 toy.” inducted into the National Toy Hall of Dox, who worked to create the charFame in 2000, and James herself was inacter-based Slinky Headz for Alex Brands ducted into the Toy Industry Hall of Fame last year, cites the distinctive sound of the the following year.
Richard James shows off the Slinky. Archive photo: Just Play
In the late 1990s, Slinky was sold to Michigan-based Poof Products and later merged to create Poof-Slinky. That entity later became a part of Alex Brands, which suddenly shut its doors following Toy Fair New York this February, just days after announcing a 75th anniversary celebration for Slinky. With its future in limbo, Just Play Products stepped in to acquire Slinky and another American toy, Shrinky Dinks, from the auction of Alex Brands’ assets in May. “For 75 years, Slinky has been one of the most popular and recognizable playthings around the world,” says Charlie Emby, co-president of Just Play and The Toy Association board member. “We look forward to bringing this cherished product, along with the popular Shrinky Dinks, to new generations of kids.” On Aug. 30, National Slinky Day, Just Play will formally launch the 75th Anniversary Slinky collection. The company plans to honor the legacy of the American-made toy by continuing the milestone anniversary celebration with a triumphant return to Toy Fair New York next February. In the meantime, the factory in Hollidaysburg is open again and churning out new Slinkies under Just Play, including the Original Slinky, Retro Slinky, Collector’s Edition Black Metal Slinky, the colorful Plastic Slinky, and Plastic Slinky Jr. »
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2021 is right around the corner… thank goodness! We’ve all had quite enough of 2020 thank you very much, but it’s not over yet! Retailers are making big decisions NOW about what to put on their physical and online toy shelves next year and they’re looking to the Toy Book to find all the best toys for the year ahead! The Toy Book’s October issue is all about looking ahead to 2021! What do you have on deck that will drive sales and excite retailers?
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the Toy Book’s Power Play! • Full page ad in the October issue in print and online • Box ad on toybook.com for four weeks (120k+ impressions) • Box ad in Toy Report for four weeks (48k+ impressions) • Sponsored Tweet (10.5k followers) • Sponsored Q&A on toybook.com, including head shot, logo, and product image, shared in Toy Report and on Adventure Media’s LinkedIn feed (150k+ impressions)
And ask about our Toy Insider Power Play to reach millions of consumers!
CONTACT: Jackie Breyer, Jackie@toybook.com | James Devin, jd@toybook.com
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