September/October 2013 by The Toy Book

Vol. 29, No. 5

Talks Fall Toy Preview Ten years since its inception, the Toy Industry Association’s by-appointment-only mass market show, Fall Toy Preview, allows retailers to scoop new product lines for the next year early on. The Toy Book interviewed Lisa Harnisch, senior vice president and general merchandising manager of toys for Toys “R” Us in the U.S., to see how the toy retailer handles the Dallas-based trade show.

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A B C Kids Expo

September/October 2013

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ToY

page S10

From left to right: My Busy Barn, from Alex Toys; Red Octopus, from Folkmanis; Teenage Mutant Ninja Turtles Twin Bed, from Delta Children

page 91 Science Toys

page S24 Making a Case for Mass

page S30

From top to bottom: Train, from Green Toys; i-Fido, from Silverlit; Spot It! Freeze, from Blue Orange Games; Mega Bloks Barbie Build ’n Play Luxe Camper, from Mega Bloks; Punch Paddles, from Diggin Active

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table of contents Published by Adventure Publishing Group, Inc.®

September/October 2013 Departments Publisher’s Viewpoint Page 16

Volume 29, Number 5 www.toybook.com P UBLISHER Jonathan Samet jsamet@adventurepub.com

Features Toys “R” Us Talks Fall Toy Preview: The Scoop on Long Lead Times and Signing New Lines Page 26

Stat Shot Page 18

Toy Brands in the 21st Century: They Still Rule, But They’re Not Invincible Page 86

Industry Update Page 20

Announcing the 2013 Toy Insider Holiday Gift Guide Page 22

The Big Toy Book’s Sweet Suite Event Page 23

Changing Brick-and-Mortar Stores One Byte at a Time Page 122

How to Organize an International Toy Fair: Behind the Scenes at Spielwarenmesse Page 124

Chicago Toy & Game Week: The ChiTAG Group hosts events to promote play and highlight the people behind playthings. Page 126

Q&A with Marcus Kent: The founder of Toy Industry Next Generation talks about the new networking group for young toy professionals. Page 128

TIA Perspectives Page 24

Talking Social Media Page 88

Fall Toy Preview

What’s New for 2014 Page 27

Toys and TV Page 130

Industry Marketplace Page 132

Flashback: September/October 1993 Page 134

Specialty Toys & Gifts: Page 91

ASTRA InS4sights Preschool Toys Page Page S6 Page S Science Toys Expo s d i K C AB Page S10 Page S24

News3

Making a Case for Mass Page S30

What’s N1 ew Page S3

E DITOR IN C HIEF Jackie Breyer jbreyer@adventurepub.com S ENIOR E DITOR Marissa DiBartolo mdibartolo@adventurepub.com A SSOCIATE E DITOR Phil Guie pguie@adventurepub.com A SSISTANT E DITORS Christine Duhaime cduhaime@adventurepub.com Ali Mierzejewski amierzejewski@adventurepub.com E DITORIAL A SSISTANT Kara Faulk kfaulk@adventurepub.com E DITORIAL I NTERNS Lindsay Gordon Abby Oladipo P RODUCTION D IRECTOR Anthony K. Guardiola aguardiola@adventurepub.com C ONTROLLER /O FFICE M ANAGER Robert Forde rforde@adventurepub.com U.S. Corporate Headquarters Laurie Schacht, President laurieschacht@aol.com

Adventure Publishing Group, Inc.® 307 Seventh Ave., #1601 New York, NY 10001 Phone: (212) 575-4510 Fax: (212) 575-4521

Member, International Toy Magazine Association

viewpoint

Publisher’s

IT’S TIME

FOR A

NEW TOY HOME

THE TOY INDUSTRY NEEDS TO COME TOGETHER… AGAIN Jonathan Samet publisher

hen I sat down to write this column, I thought back to a toy industry “town meeting” I attended during the Fall Mass Market Toy Expo in the Javits Center in October 2006. The topic of discussion centered on the closing of the International Toy Center and finding a new location for a “toy home.” At times the discussion seemed to get heated, with a strong consensus feeling that if there was no longer a permanent toy center based in New York, that it might signal the end of a formal toy show. Toy companies would then consider alternatives, such as taking their presentations on the road directly to retailers, or holding presentations within their own offices. Well, here we are, seven years later, preparing to descend on the Dallas Market Center for this year’s Fall Toy Preview, the Toy Industry Association’s (TIA) mass market show—though it does not feel quite as robust as it did just a few years back. In 2007, TIA reported that there were more than 275 exhibitors and close to 300 retailers registered for the show. As of September 9, the TIA website reported 339 exhibitors and 275 retailers registered for this year’s show, including the majority of the key retailers. According to the numbers, the show should be as strong as ever, yet I spoke to numerous manufacturers that claim many of their key buyers will not be going to Dallas. This presents a growing concern to the continued success of Fall Toy Preview. During the early years of the Dallas show, the majority of toy manufacturers had a showroom presence in Dallas. However, many of the larger manufacturers have since dropped out, opting for alternative ways to conduct their previews. Initially, when these larger manufacturers were dropping out, the mid- to secondary-sized companies were happy, since they were receiving more quality time with key buyers. This no longer seems to be the unified consensus. For decades, New York City was the hub for the indus-

16 • THE TOY BOOK

try thanks to the Toy Center. Now, Los Angeles appears to be gaining that title, with many toy manufacturers already based in the city and others opening or seeking office space around LAX Airport. With the growing popularity of private toy previews, which take place in the weeks following the Dallas show, many retailers may opt for a single trip to the West Coast and bypass Dallas altogether. If that becomes a growing trend, the impact of the Dallas show may be further diluted. This leads back to the need for manufacturers and retailers in the toy industry to come together again within one city for the annual fall show (similar to February’s American International Toy Fair in New York City). It reminds me of the movie Field of Dreams, when the voice whispers to Kevin Costner, “If you build it, he will come.” I guess the motto for the ongoing success of the fall show should be, “If you hold it in one place, they will come!” n

SEPTEMBER/OCTOBER 2013

S TAT S HOT

Technology Toys vs. Traditional Toys

ccording to The NPD Group’s Evolution of Play report, there is evidence that time spent by kids using technology products is impacting engagement with traditional toys even among kids in the 2 to 5 age group (this group is actively using products like tablets and smartphones). These younger kids, however, are still more likely to request traditional toys. Arguably, technology is a secondary experience with respect to play, though technology takes a bigger lead as children age. With this in mind, could more be done to integrate product marketing messages that facilitate more “ask,” be it for electronic or traditional toys? While 20 percent of those

surveyed for this study are classified as “heavy tech spenders,” these heavy buyers of electronics and apps were also the heaviest spenders on traditional toys. Interestingly, these purchasers tend to be in families where the kids are older, and for whom video games, tablets, and phones compete for play. Yes, the toy industry is evolving, but despite the intrusion of digital, connected, and device-driven play, there are significant op■ portunities for both traditional and emerging categories. —Russ Crupnick, senior vice president of industry analysis at The NPD Group

Top 10 Preschool Toy Properties PROPERTY

DISNEY PRINCESS IMAGINEXT INNOTAB

JAKE AND THE NEVERLAND PIRATES LEAPPAD TABLET

LEAPSTER EXPLORER LITTLE PEOPLE

MICKEY & FRIENDS PLAYSKOOL

THOMAS AND FRIENDS

CHANGE IN DOLLAR VALUE (2013 VS 2012): 4.9

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SCIENTIFIC TOYS TOP 10 PROPERTIES CARS: THE MOVIE CSI HELLO KITTY MONSTER HIGH NATIONAL GEOGRAPHIC SEA MONKEYS SMITHSONIAN SPIDER-MAN STAR WARS

CHANGE IN DOLLAR VALUE (2013 VS. 2012): 20.6

SEPTEMBER/OCTOBER 2013

update

Industry

TOYS "R" US ANNOUNCES NEW TABEO E2 SKYLANDERS SWAP FORCE LAUNCHES ON NINTENDO 3DS Activision Publishing Inc., a wholly-owned subsidiary of Activision Blizzard Inc., will deliver the innovation of “dynamic swapability” to the Nintendo 3DS handheld system this fall with the launch of Skylanders Swap Force. The Nintendo 3DS version of Skylanders Swap Force offers gamers a unique adventure complete with its very own story, levels, and special starter pack characters. A truly complementary experience to the console version, Skylanders Swap Force on Nintendo 3DS will hit retail destinations worldwide with three new characters—Rattle Shake, Volcanic Eruptor, and Free Ranger— that are not found in any other Skylanders Starter Pack. Skylanders Swap Force on Nintendo 3DS, developed by n-Space, will be available on October 13 in North America, October 16 in Australia, and October 18 in Europe. The game is rated E10+ by the Entertainment Software Rating Board.

Toys “R” Us is set to launch the tabeo e2, the next generation of its Wi-Fi Android tablet for kids that launched during the last holiday season. The upgraded, 8-inch, multi-touch screen tablet offers access to thousands of free apps in the tabeo App Store and comes preloaded with dozens of premium apps carefully selected to entertain and educate kids ages 6 to 11. Featuring enhanced technology, such as the Android Jelly Bean 4.2 operating system, Bluetooth, and a dual-core 1.0 GHz processor for faster performance, tabeo e2 also includes improved parental controls and high-impact screen protection. tabeo e2 will be available in pink, blue, and clear exclusively at Toys “R” Us stores nationwide and online at tabeo.com beginning in October.

LEGO DUPLO INTRODUCES PLAY PHONE HOTLINE FOR GRANDPARENTS Designed to be a resource that offers tips, suggestions, and inspiration to grandparents of kids ages 1 to 5, Lego Duplo has launched a free, live hotline for grandparents and parents to call when they need clever playtime ideas. Whether the question is how to manage play with multiple grandchildren of different age groups, or simple ways to introduce building play for the first time, grandparents can call the hotline for creative ideas and information. Other tools available include an activity guide that can be mailed or emailed to grandparents; a series of play videos featuring Dan Steininger, Lego Master Builder and new grandfather, on Lego’s YouTube channel; and Lego’s Facebook page.

JUST PLAY DEBUTS TICKETY TOC TOY LINE Just Play has launched the first toy range based on the Nick Jr. preschool series, Tickety Toc, from Zodiak Kids, exclusively at Toys “R” Us and toysrus.com. The line includes the Tickety Toc Clockhouse; the Tickety Toc Musical Pufferty Train; Tommy and Tallulah Talking Dolls, Mini Plush, and Figures with accessories; and Tickety Toc Multi-Pack Figurines. Additional Tickety Toc products now available include the debut Chime Time Adventures DVD, from Anchor Bay Entertainment, and puzzles from Mega Brands. The first Tickety Toc book, Welcome to Tickety Town, from Scholastic, and a matching game, from Wonder Forge, will debut at Toys “R” Us later this fall. The first Tickety Toc story app, Bubble Time, from Cupcake Digital, was launched in September.

Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Book’s Toy Report. Send an email request to subscribe@adventurepub.com, and add that address to your address book to ensure delivery. For up-to-the-minute news, follow The Toy Book on Twitter: twitter.com/ToyBook, and like The Toy Book on Facebook: facebook.com/TheToyBook. Visit our blog at www.toybook.com.

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SEPTEMBER/OCTOBER 2013

It’s Back!

The Toy Insider Returns for the Eighth Annual Holiday Gift Guide

22 • THE TOY BOOK

dventure Publishing Group Inc., publisher of The Toy Book and The Licensing Book, is once again partnering with Woman’s Day magazine to bring consumers the Toy Insider, a holiday gift supplement featuring the hottest toys and gifts for the holiday season. The eighth annual edition of the Toy Insider will appear in the November issue of Woman’s Day. The Toy Insider features expert toy and gift recommendations at all price points, making it easy for gift-givers to find the perfect product for every child on their list. The Toy Insider team has spent the past year reviewing and evaluating all of the latest toys to identify the most compelling and hottest new products to help gift-givers get an early start on their holiday shopping. Jam-packed with 120 toy recommendations from more than 75 different manufacturers, the Toy Insider is a convenient and user-friendly guide that includes gift ideas broken down by age group (0-2 years old, 3-5 years old, 6-8 years old, and 9-plus). Each section features a description of the developmental needs and interests for that specific age group to assist busy parents and grandparents in finding the perfect gift. Though traditional play patterns will always be around, tech toys have been a growing trend on kids’ lists in recent years. This year, the Toy Insider will introduce the Top Tech 12, a list of forward-thinking and innovative tech-based products on the market that kids are sure to love. Garnering millions of consumer impressions last year, in outlets such as the Today show, Good Morning America, ABC News Now, Fox News, Bloomberg News, USA Today, Wall Street Journal, CNBC, AOL, and BusinessWeek, the Toy Insider is again poised to make a splash with national and local print, broadcast, and online media outlets this holiday season. For more information on the Toy Insider, including how to participate in next year’s guide, please contact Jonathan Samet or Laurie Schacht at (212) 575-4510. For updates on the Toy Insider, follow @thetoyinsider on Twitter and “like” the Toy Insider at www.facebook.com/toyinsider. Visit www.thetoyinsider.com for more information. ■

SEPTEMBER/OCTOBER 2013

he Big Toy Book’s Sweet Suite event on July 25 was the Biggest Night of Play.

Nearly 500 influential bloggers from around the country connected with more than 40 of the hottest toy and kid brands in Chicago at

the River East Art Center for an evening of fun. At the event, individual lounge areas were created where bloggers enjoyed some one-on-one time with some of the hottest kids’ brands and products. The night gave bloggers a chance to meet old and new friends while they sipped wine and ate Shari’s Berries and other sweet treats. They also got hands-on experience with new products. They played with Activision’s Skylanders Swap Force, were introduced to Razor’s Crazy Cart, tested Techno Source’s World’s Softest brand plush, sipped Keurig Brewed Over Ice coffee, and battled it out with Tomy’s Battroborgs. Swag boxes, which were shipped directly to their houses, were waiting for them upon their return home. With a waiting list of more than 150 bloggers, organizers ran a Google+ Hangout during the event and a MomTV.com preview show so that those who were not able to attend could see the action and even win prizes from home. Social media was abuzz with more than 6 million Twitter impressions and more than 600 Instagram photos. An online press center was created for the bloggers in attendance, which now features an uncountable number of posts. The Big Toy Book will host its second holiday event on October 23 at the Hearst building in New York City. This Biggest Day of Play will give 100 influential bloggers from Philadelphia to Boston the opportunity to connect with brands as the holiday season approaches. The Big Toy Book will partner with the Toy Insider and Woman’s Day for the holiday event. Plans are already underway for next year’s fifth-annual Sweet Suite event. If you’re interested in learning more about these events, contact Laurie Schacht at laurie@thebigtoybook.com.

SEPTEMBER/OCTOBER 2013

THE TOY BOOK •

perspectives

Toy Industry Association

T h i N K LiKe a K i D : Creating Memorable In-Store Experiences

by Kristin Morency Goldman, communications specialist, Toy Industry Association

ith Internet sales increasing by the minute and online retailers leveraging tech developments and incentives to keep consumers shopping on their computers and smartphones, traditional brick-and-mortar toy retailers are more challenged than ever to capture the attention of the everyday shopper. The Toy Industry Association (TIA) recently spoke with a panel of retail experts to get a glimpse into the future of retail and uncover a few tips for toy store owners that will keep kids—and their parents—coming back for more. Here’s what we learned:

development conference. “There’s often this ‘look but don’t touch’ mentality and we’re only just starting to see a shift toward more engagement with kids and parents in stores.”

Invent Experiences

Do something in the retail space that can’t be replicated online—turn the act of shopping into an adventure for both parents and kids. While the same products might be available for purchase on the web, online shopping will never be able to offer the same type of experiences that could potentially exist in a retail establishment. “It’s all about creating fun, unique, in-store experiences that you can’t get Get Physical anywhere else,” says Keith Maddison, One of the biggest advantages that business development manager at brick-and-mortar stores have over BoostAR, a company that brings augtheir online counterparts is the physimented reality to the shopping experical display that showcases products in ence. Leading up to the theatrical a way that they can be played with, Promotions from BoostAR’s Avengers campaign release of The Avengers last year, tested, or touched. “Toys always do better when people can touch, feel, and BoostAR partnered with a retailer to create a free app and interact with them,” says Mike Tesler, partner at Retail Con- scavenger hunt that brought movie fans in-store to unlock cepts and retailing professor at Bentley University. “Particu- characters from the movie on their mobile devices. “You could go into menswear, for example, and unlock larly in a bigger store, you want to slow a person down, which is hard to do when parents have a long shopping list Iron Man, and then go to the toy department to unlock Captain America,” explains Maddison. “This idea really pushed or didn’t intend to shop for toys when they first walked in.” “There needs to be a reversal of the terrible situation foot traffic around the store and created a big buzz—the app seen in many retail stores, where you just see packages lined reached 500 million shares on social networking sites.” According to Hartnoll, any type of immersive experience up on a shelf,” adds Vanessa Hartnoll, a retail consultant that appeals to children on an emotional level will promote who spoke at this year’s PlayCon, TIA’s annual professional

24 • THE TOY BOOK

SEPTEMBER/OCTOBER 2013

okout for lo e h t n o e B arents, and p , s id k t a h products t eally like ... r l il w s t n e r grandpa y what il r a s s e c e n and it’s not lse has.” everyone e

“

brand recognition and repeat visits to the store, and ultimately, boost sales. For example, the customization trend made popular by stores such as Build-A-Bear and American Girl allow kids to track the product’s journey and form a deep emotional connection with the toy, brand, and store itself. With a little creative energy, even small, local toy shops can provide fun activities and experiences for shoppers. “From puppet shows and play areas to creative ‘parking zones’ for carriages, retailers that put some thought into making the shopping experience pleasant and fun for families will reap big rewards,” says Tesler, adding that “thinking like a kid” should be a primary focus when trying to create memorable in-store experiences. “How many times have you seen a sign on a storefront saying ‘No shoes, no service’ or ‘No ice cream allowed,’” says Tesler. “You shouldn’t care if you lose 40 items a year because kids got ice cream on them—it should be well worth the pleasure of seeing children enjoy eating ice cream in the store. Think like a kid—don’t think like a store owner or teacher enforcing rules.”

Modern Families Pick Toys Together In the past, moms were the ultimate decision-makers for most household purchases, from groceries to toys. However, a recent study on how families make their toy and game purchase decisions* shows that most modern families are collaborating when they shop. “Retailers are advised to work toward ensuring that their store displays have multi-generational appeal,” said Anne McConnel, TIA director of research and data strategy. “For example, you might connect with parents by showcasing the learning benefits, quality, and value of a toy, while connecting with kids on a more emotional or imaginative level.” *Commissioned by TIA and conducted by The Family Room LLC, the “Toy and Game Decision Making Study” is available for TIA members only in the Resources section of ToyAssociation.org.

SEPTEMBER/OCTOBER 2013

the bigger stores get them. Be on the lookout for products that kids, parents, and grandparents will really like … and it’s not necessarily what everyone else has. It takes time, effort, and hard work to find unique and innovative products. If you’re not willing to put in the ■ work, you will be at a competitive disadvantage.”

Throughout the year, TIA experts report on the latest trends in the toy, game, and youth entertainment industries and monitor trends in other industries that might influence future toys and games. The association tracks research related to annual toy sales, youth population projections, consumer spending habits, and more. Visit the “Industry Facts” and “Resources” sections on ToyAssociation.org to learn more.

Hop on the Global Trade Show Circuit Finally, visiting trade shows around the world is a must—from the big events in New York City, Hong Kong, and Nuremberg, to smaller, regional shows. This is especially important for neighborhood stores in search of innovative playthings that will set their shops apart from the masses. “If you’re going to be in the toy business, you have to go to all the trade shows, especially if you’re a smaller guy,” says Tesler. “Get your hands on things before

THE TOY BOOK •

Retailer Perspective

Talks Fall Toy Preview Lisa Harnisch, senior vice president and general merchandising manager of toys, Toys “R” Us

The Scoop on Long Lead Times and Signing New Lines

en years since its inception, the Toy Industry Association’s by-appointment-only mass market show, Fall Toy Preview, allows retailers to scoop new product lines for the upcoming year early on. The Toy Book interviewed Lisa Harnisch, senior vice president and general merchandising manager of toys for Toys “R” Us in the U.S., to see how the toy retailer handles the Dallas-based show. The Toy Book: With many major manufacturers hosting previews at locations outside of Dallas, how does Toys “R” Us approach Fall Toy Preview? Lisa Harnisch: For Toys “R” Us, Dallas Fall Toy Preview provides an opportunity for our team to meet with some of the smaller manufacturers and see what newness they might be offering. It also presents another point in time to check in with some of our current business partners to compare notes on what’s selling so far during the season and to discuss new opportunities to drive the business. We’re always looking for ways to work with manufacturers—big and small—to offer differentiated product assortments in our stores and online. TB: What does the long lead time (seeing 2014 products so early) allow for? How does it affect purchasing decisions? LH: Because we’re in the toy business 365 days a year, we’re always on the lookout for the next hot item or property. We make purchasing decisions on both a long-term and short-term basis, depending on when and what we get excited about. We shop the world for our customers and use our toy expertise to bring the best and newest assort-

26 • THE TOY BOOK

ment of products to Toys “R” Us stores year-round. TB: Fall Toy Preview is historically a show for the mass market, but more specialty manufacturers are exhibiting year after year. Is the show still relevant for Toys “R” Us? LH: Fall Toy Preview allows us to meet with manufacturers of all sizes, discuss what’s trending, see anything new that they might be offering, and explore for additional business opportunities. We generally encounter something new and different at each show we attend—especially when it comes to smaller manufacturers, so we’re excited to see what that might be this year. TB: How does the buying strategy for Fall Toy Preview compare to that of American International Toy Fair in New York City in February? LH: Each show presents an opportunity to find unique items, while further strengthening our relationships with manufacturers. Our team of global Toys “R” Us merchants will attend toy fairs all over the world in the next year, including American International Toy Fair in New York City, where we’ll walk away with key insights into the products and categories that will pique kids’ interests. TB: How many new lines do you hope to sign at the show? LH: It all depends on what we see! Our buying team knows what items will excite our customers, and they’ll be searching Dallas Fall Toy Preview high and low to find those items and bring them into Toys “R” Us stores worldwide in the coming year. ■

SEPTEMBER/OCTOBER 2013

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ToY

SmartZone Launches New Doll Lines and Activity Toys

martZone HK’s new doll line, GirlTime, focuses on celebrating special moments and memories in a little girl’s life. The line is suitable for kids ages 3 and up. SmartZone HK’s Beautiful World of Dolls features multicultural dolls promoting global awareness and friendship. The dolls come with jeans, a T-shirt printed with their respective country’s flag, and a belt that doubles as a bracelet for the doll owner with a flag charm attached. Colorfun Monster Crash brings new excitement to the traditional activity toy. The line includes Sling a Monster, Bat a Monster, and Splash Bat Monster, and is targeted toward kids ages 3 and up. GirlTime dolls

Beeline Develops Licensed Figurines

eeline Creative Inc. has developed the first officially licensed line of figures and collectibles for the original Anchorman movie, and the sequel Anchorman 2: The Legend Continues. The line includes an 8-inch assortment of retro-style action figures, featuring the likenesses of the popular Channel 4 News team: Ron Burgundy (Will Ferrell), Champ Kind (David Koechner), Brick Tamland (Steve Carell), and Brian Fantana (Paul Rudd). Each figure includes a custom tailored suit and a signature accessory. Ron Burgundy Talking Figure The 13-inch Ron Burgundy Talking Figure features 12 iconic movie quotes and “Scotchy Scotch Scotch Vision.” The figure comes with six accessories and an additional outfit. The Bronze-Style Ron Burgundy Collector Bust has an engraved nameplate of the popular newscaster, and can be displayed in any home or office.

Wooky Entertainment Sparkles and Shines

ew from Wooky Entertainment’s Style Me Up! line is Sequin Stackers. Each kit features a different shaped sequin—round, square, or eye-shaped—in five different colors in five different containers, as well as a special sequin maker tool. Girls can create accessories that really shine. The sets also include a variety of beads, six crimp beads, clear elastic thread, and a needle. Also from the Style Me Up! line is Rainbow Nail Art. Girls can create sophisticatd nail effects to match their mood or outfit using water. The kit comes with three bottles of nail polish, rhinestones, 30 plastic nails, 30 double-sided stickers, a gem pen with a refill tip, a plastic bowl and tool, and color instructions. Both Style Me Up! products are for girls ages 8 and up. The Lamborghini Urus is the newest addition to Wooky’s Design Masters line of automotive technical drawing sketchbooks. The 30-page sketchbook includes more than 50 stencils and more than 250 stickers to allow artists ages 7 and up to customize their own vehicle down to the smallest detail.

SEPTEMBER/OCTOBER 2013

THE TOY BOOK • 27

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ToY

Adora Dolls Introduces Zippy Zebra

Zing Toys Launches New Products

ing Toys introduces the X6 Zoom Rocket for kids ages 8 and up. The multi-rocket launch tower is the first of its kind, with six soft foam rockets loaded in a rapid-fire, air-powered, auto-rotation system. The rockets fly more than 150 feet in the air. Each stomp-powered rocket features built-in whistle-screaming action. Also new is the Zano Bow, the new bow-andarrow combo that is approximately 40 percent of the size of Zing Toys’ Z-Curve Bow. The Zano Bow can launch arrows up to 45 feet that will stick to most flat-surface targets with the XWing Zarts soft foam suction cup tips. The Zano Bow is designed for kids ages 5 and up.

Zano Bow and target

ippy Zebra, from Adora’s ToddlerTime Babies line, is a 20inch freckled brunette with two bouncy, curled pigtails wrapped in polka-dotted bows. Zippy wears a white knit top with zebra applique and polka dot trim, a layered tutu, black-and-white striped leggings, and satin black slip-on shoes to finish off her zebra look.

Carrera Brings the Action

ace with the crime-fighting turtles in the Slot CarsTeenage Mutant Ninja Turtles XLoop set, from Carrera. Two TMNT cars take the nearly 12-foot track under the control of two hand throttles. Also from Carrera is the RC Micro Helicopter. The threechannel infrared helicopter comes with everything kids need to fly after a short 15-minute charging time. Coaxial rotors measure 3.34 inches and provide the helicopter with stability. Rechargeable batteries provide the power for this indoor, aluminumframed, durable helicopter.

EB Brands Flies High with New R/C

he Iron Man RC Extreme Hero, from EB Brands, can fly more than 200 feet in the air. He performs dives, climbs, and smooth banking turns at blazing speeds. The 19inch, fully-detailed Iron Man Hero is for kids ages 8 and up and is designed for outdoor use only. The 2.4 GHz controller puts kids in the pilot’s seat and is very easy to use.

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SEPTEMBER/OCTOBER 2013

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ToY

NKOK Rolls Out New R/C Vehicles

KOK has a new line of toys featuring fast cars, Spongebob Squarepants, and Sonic the Hedgehog. The ’69 Dodge Charger Daytona and the ’69 Ford Mustang are special edition items inspired by the film Fast and Furious 6. Each features working headlights, custom-tinted glass and rims, and fullfunction radio controls. Spongebob Squarepants gets his boat in gear with the Spongebob Wheelie Boat. This official Spongebob Squarepants-licensed product can zoom around and do fun tricks. The Pullback Sonic is an officially-licensed Sonic product. Kids pull this pocket-sized race car back, let go, and watch him zoom. Sonic’s friend Tails and arch-nemesis Shadow are also available. Real Tree is a giant Ford F-150 truck that drives over everything. An official Ford-licensed product, this full-function R/C truck has a unique camouflage pattern. With the Lalaloopsy Deluxe Sewing Machine, NKOK has a new way for young kids to have “sew” much fun. The sewing machine comes with three spools of thread and teaches kids how to sew cute characters.

Lalaloopsy Deluxe Sewing Machine

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AMAV Enterprises Keeps it Sweet

ith AMAV Enterprises’ SweetArt line, children can discover a variety of tastes and textures as a part of healthy sensory motor development. Each SweetArt kit includes sweet, safe-toconsume dough in assorted flavors and colors. Kids cut and shape the colorful pieces using modeling tools, cookie cutters, and rolling pins. Then they paste the dough together with water to finish their creations. SweetArt kits are suitable for kids ages 6 and up, and the sets include animals, candies, popsicles, cupcakes, flowers, and more. Kids can also create their own imagined sweet creatures. Ice Pops Factory lets children ages 6 and up use milk, juice, or any other liquid to form pops. Along with the pops maker, each set includes decorative plastic sticks, an angled base to help shape different pop designs, a bottle, and more.

Innovation First Challenges Kids

ex IQ, from Innovation First, is a simple, powerful, and flexible robotics system for kids age 8 and up. It provides kids with a hands-on building experience that challenges their creative thinking and problem-solving capabilities through the activity of building a robot. The product line includes a Robot Brain, Smart Motors, sensors, wheels, gears, and snaptogether pieces. Having expanded into the elementary school sector during the current school year, this dynamic competitive robotics line is positioned to roll out with a consumer-tailored version for the retail market.

SEPTEMBER/OCTOBER 2013

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ToY

International Playthings Makes Bath Time Fun

eezeebee, from International Playthings, is a new line of innovative tub activity toys. All products are designed for kids ages 1 and up, are high-quality and safe, and can be used alone or connected together for a variety of play patterns. Aqua World is an inflatable bath activity center that easily attaches to the tub with two suction cup arms. Shaped character friends can be attached, removed, and re-attached in different locations. Aqua World encourages imaginative storytelling and hand-eye coordination.

ZipBins Are Neat-Oh!

he Neat-Oh! Star Wars ZipBin Yoda Toy Storage & Carry Case helps capture the Force and has room to fit all of a kid’s Star Wars toys. The case wipes clean with a damp cloth. The Barbie Keepsake Clutch is the perfect finishing touch to any fashionista’s outfit. The clutch can carry two dolls. Also from Neat-Oh!’s Barbie line is the ZipBin 40 Doll Beach House, which doubles as a storage bin for up to 40 Barbie dolls and accessories. The house unzips to unveil a home interior where Barbie and her friends can play. Both Barbie products are for kids ages 3 and up. Neat-Oh!’s Hot Wheels line includes the 9 Car Tote with Car and the ZipBin 300 Car Storage Cube. The tote holds up to nine Hot Wheels vehicles and comes with one car. The storage cube unzips, making it easy to find a favorite car fast without having to dump the whole cube. The storage cube is designed for kids ages 3 and up. Neat-Oh!’s newest line is Color Block Lego ZipBin. The line features bright color-block solids that fit with any décor. The same ZipBin Smart Storage lets children find even the smallest brick at the bottom of the bin without dumping everything out on the floor. The new line includes baskets, storage bins, and storage cubes.

Moose Toys Launches New Brands

oose Toys has lauched two new brands—The Zelfs, a line of collectible mini dolls with a focus on hair play, and Glitzi Globes, an activity toy that lets kids create their own miniature snow globes. Moose has also introduced Trash Pack Trashies, including Trash Wheels, a collection of Trashies on wheels, and Ultimate Fighting Trashies (UFT), spinning Trashies that battle. The product line will expand throughout next year.

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ToY Hog Wild Launches ZipStix

og Wild Toys has added ZipStix to its toy line. These high-flying launchers come in various collectible designs and are ready to crash, jump, and race. After ZipStix are flattened out and loaded into the launcher, kids press the back to curl them up and then take aim. When they let go, the ZipStix flies. These toys are available in a single pack, double pack, stunt pack, and mega-stunt pack, with various accessories, including ramps and cones, that can be used to create a stunt experience.

Rubie’s Dresses It Up

he Deluxe Superman Costume, from Rubie’s Costume Co., includes a muscle chest jumpsuit with attached boot tops and a cape. It is available in child sizes toddler, small, medium, and large. The Deluxe Teenage Mutant Ninja Turtles costumes each include a jumpsuit with attached belt and shoe covers, elbow and knee pads, a mask, and a stuffable shell. The costumes come in child sizes small, medium, and large, and characters include Donatello, Michelangelo, Raphael, and Leonardo. Rubie’s Skelita Calaveras Costume includes a dress, a belt, gloves, and tights. This Monster High costume is available in child sizes small, medium, and large. Monster High Skelita Calaveras Costume

World Tech Toys Takes Flight with R/C Helicopters

ow kids ages 8 and up can watch their favorite NBA players soar off the court, too. Licensed interactive Remote Control Helicopters,from World Tech Toys, feature the jersey numbers of prominent players, including LeBron James, Derrick Rose, and Kobe Bryant. There is even a helicopter that can hold a mini-basketball and release it into a mini-hoop, allowing for interactive one-on-one basketball play.

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PlaSmart Gets Gooey

he original Gelli Baff, from PlaSmart, is a unique bathtime product that can turn water into goo and then back to water again. Gelli Baff is a harmless powder that soaks up to 400 times its own weight in water. Kids ages 5 and up can watch as the powder magically forms into goo. When the fun is done, add the dissolver and the goo disappears. The Gelli Baff comes in red, blue, green, and pink. It is a non-irritant, safe on skin, and does not stain carpets, clothes, or bathtubs. Each Gelli Baff 2pack contains two 5.3ounce bags of Gelli Baff powder and two 5.3-ounce bags of Gelli Baff dissolver.

The Bridge Direct Gets Ready to Rumble

or the first time, the sports entertainment franchise WWE meets the construction toy category, courtesy of The Bridge Direct. With the StackDown Ring Playset, WWE fans ages 6 and up can recreate all the action with accessories, including real working ring ropes, a Jumbotron screen, a TV camera, a referee figure, and figures of superstars John Cena and The Miz. Wrestling superstars can train for matches with the Train N’ Rumble Playset. It comes with Sheamus and Rey Mysterio figures, and features working punching bags, wrestling dummies, a weight bench, and more. The Vehicle Sets each include one superstar figure with a unique customized vehicle, along with accessory builds that can be played with solo or as an accessory to the StackDown Ring Playset. Starter Sets come with one superstar figure and a small build. The Undertaker Vehicle Set

Silverlit Offers a New Kind of Pet

he Nano Falcon, from Silverlit, holds the Guinness World Record title for the smallest R/C helicopter with a size of just 65 mm. Weighing only 11 grams, this three-channel, indoor helicopter flies up and down, forward and backward, and left and right. A built-in Gyro Stabilizer makes flying easy and a precise variable speed rotor delivers flying control. Silverlit’s i-Fido is an interactive pet for iDevices. Equipped with a Bluetooth speaker and interactive features, i-Fido streams music while the multi-color LED lights flash to the beat. With the free downloadable app, kids can pet him, tap his paws and nose, and watch him respond. Put on his headphones to make him dance to the music, and give him the microphone to turn him into a voice changer. i-Fido

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It’s Play Time with ThinkFun

ingo! Time Telling, from ThinkFun, is an interactive game that brings fast-paced excitement and learning to the classic game of Bingo. In this time-telling version, players in grades kindergarten through third grade learn to read the hour and minute hands on an analog clock and make the translation to a digital clock. With two levels of play, this game is a way to teach children to tell time that continues to grow as they do.

Asa Products Gets Ready to Race

et ready to race with Asa Products and Mobo Cruiser’s Mobo Rocker, the new threewheeled cruiser from Asa Products’ Sports line; the Mobo Lady Rocker, the ladylike version; and the Mobo Triker Pro, a larger, three-wheeled cruiser. These highperformance vehicles have an ergonomic design suitable for kids ages 6 to 10. Kids shift their weight right or left to steer, and lean their bodies for swift twists and sharp turns. Mobo Rocker

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Alex Toys Gets Crafty

he Giant Knot & Stitch Pillow, from Alex Toys, is easy for kids ages 8 and up to create. Kids stitch the pre-punched pieces, stuff the pillow, and knot it up. Zebra fringe or metallic beads can be added. The pillow measures 16 inches by 16 inches, and the kit contains two fleece pillow shapes, 20 fleece strips, four embroidery threads, 18 felt shapes, 8 felt strips, stuffing, 60 metallic beads, and two embroidery tools. The Color A Rocket, Color A Canvas, and Color A Lunch Bag kits allow kids ages 4 and up to create their own rocket, wall art in four different styles, or highquality insulated lunch bag. All kits come with washable markers. With the Boho Bands kit, kids ages 8 and up can create 10 boho-style bracelets with an easy weaving loom. Sparkling beads and metal charms complete the look. The kit contains the loom, seven colors of beads, silver-colored beads, three colors of twine, three colors of thread, and a sewing needle. The BFF Jewelry kit allows kids to create eight accessories for themselves and their best friends. The Bling Headphones set gives kids the chance to design their own headphones. The I Heart Bracelets kit comes with everything needed to make two bracelets with beads and charms. All three of these kits are for kids ages 7 and up. Alex’s Deluxe Sparkler Tattoo Parlor has 12 glitter colors for kids ages 8 and up to create temporary body art using the included 36 reusable stencils. The set includes 12 tubs of glitter, body glue, application brushes (two small and one large), and 36 stencils—all packed in a keepsake case. Color A Rocket

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Diggin Active Gets Kids Moving

iggin Active Inc. has a new MaxSport line of products for kids ages 5 and up. The line features technology intended to maximize users’ athletic potential. These products are designed to help kids throw further and faster, fling for distance and accuracy, and refine their punching power. The immediate sense of accomplishment provided to kids encourages them to continue to participate in sports and stay active. Orbito is a throwing disc that features orbs that create spin and increase distance. Kids can challenge themselves to see who can throw farther and how many they can catch in a row. PunchPaddles combines paddleball with punching. Two players punch the ball to keep it in the air. The goal is to keep going for as long as possible. An electronic game built for one or two players, Soccer Challenge hangs on the wall and can be used inside or outside. Kids kick the soft soccer ball at the game, which keeps track of whose turn it is and players’ scores. Baseball Challenge mounts on the wall and tests pitching accuracy. Using the included soft baseball, one or two players throw at the game, which keeps track of whose turn it is and players’ scores. Punch Paddles

Wicked Cool Toys Expands Line Offerings

icked Cool Toys introduces Crashlings, 1-inch collectible figures that are packed inside a rubber-flex meteor. Each meteor has the power to blast more than 5 feet in the air. Series one includes more than 150 Crashlings that come in five different breeds: aliens, insects, underwater, dinosaurs, and monsters. Crashlings’ comprehensive product line is expected to launch in the spring with figure packs, play sets, and a space ship. My Girl’s Dollhouse is the first dollhouse for 18-inch large dolls and their furniture, clothing, and accessories. The dollhouse measures in at 6 feet tall, 5 feet wide, and 2 feet deep. Kids and doll collectors can choose from two external styles—sophisticated or whimsical. My Girl’s Dollhouse is the first product under the Goodtoy brand. Wicked Cool’s Teenage Mutant Ninja Turtles line includes Turtle Bands, Turtle Trick Boards, Turtle Tags, Turtle Sticky Slingers, Water Grow Turtles, Light Up Weapons, Knucklez, Ninja Kamera, and Ninja Keys. Its WWE novelty line includes Superstar Bands, ThumbPERS, Unchained Key Chains, Microphone Key Chains, Superstar Banks, Echo Microphone, and a Big Talker Microphone. Wicked Cool’s Scanimalz introduces a new innovative platform featuring kid’s favorite Scantasy Spins WWE Big Talker game. Kids will have more opportunities to win special Scanimalz prizes every week. Microphone

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Blue Orange Goes Sub-Zero

lue Orange Games’ Spot it! Freeze takes the Spot it! game and goes sub-zero. In Spot it! Freeze, two to eight players ages 8 and up race against the timer. They test their skills by racing to spot matches between temperature-charged symbols. Depending on the game, players will either dread the tick-tock or start the clock to gain the upper hand. With every second that passes, they soar to scorching heights and plunge to icy depths. The electronic timer is in the shape of a cool blue Spot it! hand and opens up to hold playing cards.

Ohio Art Debuts nanoblock Hello Kitty Line

he nanoblock Hello Kitty line, from Ohio Art Co., includes sets of microsized building blocks that enable kids ages 8 and up to create 3-D works of art. The Hello Kitty Sea Cruise, Hello Kitty in the Park, and Hello Kitty and Mimmy sets each have more than 200 pieces and create a finished product that fits in the palm of a kid’s hand. The nanoblock Deluxe Space Shuttle has more than 1,600 assorted pieces and creates a replica of the world-famous Space Shuttle. The set includes two ways for kids ages 12 and up to build and display Flight State and Standby State. Ohio Art’s Hello Kitty Travel Doodle Sketch stylus makes drawing simple and fun for kids ages 3 and up. The go-anywhere handle makes carrying easy. The Doodle eraser allows kids to draw, erase, and then draw again.

Wonder Forge Brings the Heat

ids can fly their planes through the Wings Around the Globe rally in the Disney Planes Sky Race Action Game, from Wonder Forge. As flight conditions change, players face surprising challenges, such as tossing with their eyes closed, between their legs, laying down, and more.

Peaceable Kingdom Flips Out

ids can create their own animated stories with Peaceable Kingdom’s Flip Books. The hilarious, entertaining books let kids decorate the pages with stickers and then bring the escapades to life. Each Flip Book Sticker Prepack comes with five of each of the four Flip Book styles: Bad Hair Day, Dance Contest, Up River, and Pumped. Flip Books will be available next spring.

nanoblock Hello Kitty and Mimmy

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Dark Horse Delivers Game of Thrones Figures

ark Horse Comics collaborated with HBO Global Licensing on high-quality, molded plastic figures of Jon Snow and Daenerys Targaryen, the first in a line based on characters from Game of Thrones. Each figure is presented in deluxe window box packaging, further underscoring the aesthetic of the HBO series through graphic design. The figures are non-articulated in order to capture small details that would be at risk in a traditional jointed action figure. The Jon Snow and Daenerys Targaryen figures will be followed by three additional releases, tentatively scheduled for early May: Tyrion Lannister, Khal Drogo, and Ned Stark. Five more figures will appear next summer. Dark Horse’s Good Luck Trolls, Series Three, are available in varying decoration and materials, and sold randomly out of sealed packages. The ratio of availability printed on a graphic on each package corresponds to the relative scarcity of the figure purchased. Each individual figure box measures 3.5 inches by 2 inches, and each individual Good Luck Troll is packaged in an opaque foil bag inside its box to prevent tampering or viewing prior to purchase. These figures are safetytested and recommended for kids ages 8 and up.

Daenerys Targaryen figure

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XQ Toys Debuts Vehicles

Q Toys will introduce a new line for next year that includes one special feature vehicle, six new licensed vehicles, and the addition of two unique categories. The highlight of the line is the return of the R/C Jackknife 9.6V Stunt Rig with new electronics and more power. With the push of a button, kids ages 6 and up can make the fully functioning R/C vehicle perform off-spins, flips, and rolls. The agile vehicle features a back trailer that, once removed, allows the truck to perform the most daring tricks. The stunt rig has LED-packed wheels that illuminate.

Worx Toys Gets Glam

orx Toys brings the ’80s glamour sensation back with Bo-Po (brush on, peel off) nail polish. The product is kid-friendly and peels away in seconds with no remover. With 10 new colors, Bo-Po can match every mood and outfit. Fashionistas-in-training can explore their funky creative side with non-spill containers that make getting glam easy and fun. Worx Toys’ Edutech reinvents the way kids learn and play with toy vehicles. The vehicles are designed to teach kids the ins and outs of cars, trucks, and helicopters. When the coded buttons are pressed, the vehicles come to life, turning kids into race car drivers, pilots, and firemen. Each vehicle includes an interactive storybook that allows parents and kids to read and play together. The newest additions to the line are the Throttle Motorcycle and the Journey Space Shuttle.

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K’NEX Introduces a Plethora of Play Sets

’NEX will introduce new building sets for kids of all ages. The Hyperspeed Hangtime Roller Coaster features inverted blaster motor technology and exclusive hanging car style. The set features 624 pieces and includes a building idea for a second coaster model. The 475-piece 35 Model Ultimate Building Set invites kids ages 7 and up to use their imaginations to create unique models. The set includes 35 building ideas, such as planes, trucks, animals, and amusement park rides, and comes with a storage treasure chest. The 70 Model Building Set comes with 702 classic pieces and 70 building ideas, including a hot air balloon, boats, trucks, and a sand castle. It also has a storage treasure chest. The Lincoln Logs Collector’s Edition Homestead is suitable for kids ages 3 and up, and includes more than 330 parts, such as classic real wood logs. The set also contains a Frontiersman figure, a buildable wagon, two horses, and a sturdy storage tube. Family Guy Figure Two Packs come in three collectible combinations: Peter and Chris, Brian and Megan, and Stewie and Lois. These figures are suitable for kids ages 8 and up. The Family Guy: Peter & Station Wagon Building Set features a Peter figure and vehicle that kids can build. The set includes 110 parts and is suitable for kids ages 8 and up.

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Educational Insights Gets Kids Cooking

he Magic Moves Jammin’ Gym, from Educational Insights, motivates kids to get active with fun commands, flashing lights, and music. The gym is shaped like a standard free weight. It includes 65 randomly-generated exercises, such as jumping jacks and arm curls, with corresponding tunes and traditional commands, as well as non-traditional commands such as “Let’s surf” and “Dance party.” Chet the Cat Yummy Adventures Play Sets feature Chet the Cat and friends, motivating kids to get busy in the kitchen and at the table. Each melamine set is food-grade and dishwashersafe. Kids can make believe as they cook and eat with Parfait Poodle, Ready Rabbit, and Mary the Parrot. The Dish Set includes four sets of plates, bowls, cups, forks, spoons, and knives. The Baking Set includes a rolling pin, a mixing bowl, a pie pan, three measuring cups, a mixing spoon, a spatula, and a cookie sheet. The Cooking Set includes one stock pot with a lid, a large frying pan, a small frying pan, a solid spoon, a slotted spoon, and a spatula. The GeoSafari Jr. My First Microscope is a fully functional microscope designed to help children learn what a microscope is used for and how to use one. Kids can explore magnified, hidden worlds, as the microscope can be used to view leaves, rocks, grass blades, and more.

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All Things Equal Expands Games Line

Reeves International Introduces Construction Vehicles

eeves International, in partnership with Wow Toys, launches Flip ’n Tip Fred, for kids ages 1 to 5. Flip ’n Tip Fred is a friction-powered recycling truck that features a tip-and-release action, which tips buckets at the front and back to send recycling into the crusher to be sorted into bins. The waste crusher spins and the side door opens to empty the truck. The set includes a recycling truck, two figures, and three recycling bins. Flip ’n Tip Fred Dexter the Digger’s powerful and easy-to-use mechanical arm makes it easy to scoop and dig. Kids ages 1 to 5 can move giant boulders with a front bulldozer blade. Motorized action makes it easy for Dexter to zoom around. The set includes digger, figure, and three rattling boulders.

hanks to All Things Equal, consumers can now play the challenge Americans have been singing for 30 years, “What Would You Do for a Klondike Bar?” With this new board game, players compete in creative and courageous challenges to collect all six Klondike bars. What Would You Do For a Klondike Bar? The Original Game is intended for 4 to 6 players ages teen to adult. Awkward Family Photos is a card game that combines creative, openended questions with new cringe-worthy family portraits. With a question/answer menu and 110 awkward photos on 55 playing cards, this game is for four to six players ages 13 and up. Loaded Questions On-The-Go Card Game comes with 200 hilarious and creative questions for hours of memorable game play. For four to six players ages 8 and up, this game is the newest version of All Things Equal’s original Loaded Questions game. Loaded Questions Junior Card Game makes every kid the life of the party. With 200 hilarious questions for four to six players ages 6 and up, there are no right or wrong answers.

TCG Debuts Alligator Escalator Game

he Alligator Escalator, from TCG, is a skill and action game where players ages 4 and up have to safely move their frogs across the pond to the lily pads, but they’ll have to ride the Alligator Escalator. Players roll the dice and try to be the first player to move both frogs over the alligator to win.

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Tara Toy Expands Portfolio

ara Toy expands its arts and crafts portfolio with new product lines for its Mattel and Disney licenses. From the Monster High line, the 3D Wall Decal Activity features two Monster High characters as easy-on, easy-off, 36-inch wall clings. The Ghoul & Glamour Fashion Designer allows kids to create fabric fashions for four Monster High paper dolls. The set includes four paper dolls with stands, three sheets of pre-cut fabric fashions, fabric embellishments, markers, glitter glue, and gem stickers. The Color N Style “Light Up” Activity Journal is filled with activity pages and a light-up cover. The Color N Style Fashion Purse Activity allows girls to color their own Monster High purse. The Sofia the First line includes Magical Light Up Jewelry Activity, which allows girls to design their own jewelry with a light-up charm and six mix-and-match character charms. The Create N Display Name Banner allows kids to mix, match, and layer Sofia the First icons to create their own banner or messages. The Color N Play Dress Up Paper Doll features a 38inch Sofia the First doll that can be dressed up with fashions that simply tab into slots.

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Aurora World Brings New Plush

ink Promise, from Aurora World Inc., is a loveable elephant fashioned with super soft-tipped, two-tone fabric. The elephant has playful heart prints in its oversized ears. Pink Promise is available in 10.5, 12, 14, or 22 inches. Aurora’s Butterball bear is a soft, sheepish bear that gives a red rose to his sweetheart. He is available in 10, 14, and 20 inches. Luvvee, an endangered chimpanzee, joins Aurora’s YooHoo & Friends plush line as a three-color assortment. Luvee hugs a slightly askew heart, each with a different message, such as “Love U,” “Be Mine,” and “XOXO.” Pink Promise

PopStar Club Introduces The Beatrix Girls

he Beatrix Girls, from PopStar Club, is a new line of collectible pop star dolls driven by original music. Brayden, Ainsley, Lark, and Chantal are bandmates who set out to empower and inspire young girls. With fully developed personalities, the girls live and interact in the real world, with real music and fans.

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DuneCraft Sprouts New Additions

Tosy Robotics Introduces DiscoRobo

osy Robotics introduces DiscoRobo, representing a new generation of entertaining and interactive high-tech toys. Kids can play their favorite tunes and dance along with the intuitive robot that uses beat detection technology to match the music with 56 booty-shaking dance moves. The robot displays eight facial expressions that light up and change as it dances. DiscoRobo is available in blue, red, pink, and purple, and is designed for kids ages 4 and up. A new smartphone app allows users to guide and customize DiscoRobo’s dancing steps. Users can control the virtual DiscoRobo with a shake of the phone or swipe of the screen, or the real robot as captured by the phone’s camera. SuperStar DiscoRobo is available in all the original colors and features a DiscoStage speaker set. The DiscoStage is a high-quality portable MP3 player speaker with internal memory for music storage and music device connectivity.

ew items from DuneCraft include Notchsters, a new line of Mountain Gardens, two additions to the Sprout ’n Grow Greenhouse line, more Seed Bombs, new Message Beans, Silly Sea Horses, Dynamite Dinos, Ooey Gooey Snotty Slime, and Super Slimy Bouncy Balls. Notchsters let kids build their own 3-D puzzles. Six different styles include Rockin Dinos, Pretty Princesses, Sea Friends, Playful Pets, Mystical Magical Monsters, and Awesome Aliens. Notchsters are sold three per pack, and limited-edition Notchsters will be available in DuneCraft terrariums. The Sprout ’n Grow Greenhouse line now includes Grow Your Own Pumpkins and Grown Your Own Bell Peppers. Mountain Gardens include Princess Mountain and Wizard Mountain. Each kit comes with an exclusive Notchster, accessories, and a unique mountain planter with five planting chambers for kids to grow their own fantasy garden. Message Beans now include seven new styles, including Be Mine Bean, BFF Bean, Break Up Bean, I’m Sorry Bean, Kissing Bean, Moustache Bean, and Forever Yours Bean. Messages are inscribed on each bean and on the first set of leaves that emerge.

DiscoRobo

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SEPTEMBER/OCTOBER 2013

New Games Arrive from Game Brotherz

puzzle, from Game Brotherz, is a new puzzle experience. Spuzzle is a fun and easy game where players must be the first to finish their five-puzzle project. Spuzzle is also available in Spuzzle Disney Princess, Spuzzle Planes, Spuzzle Cars, and Spuzzle Disney Junior. The game is designed for one to four players ages 4 and up. Spuzzle Strategy is a variation of Spuzzle, in which players must make the longest line of puzzle pieces. This game that mixes puzzles with strategy is designed for one to six players ages 6 and up. Mister Mailman challenges players to be the first mailman to deliver all 24 of his letters to the correct destinations on foot, by bike, or by taxi. Mister Mailman is designed for two to four players ages 7 and up.

Madame Alexander Gets Fashionable

adame Alexander introduces a new collection of 18-inch play dolls inspired by and in collaboration with Isaac Mizrahi’s children’s collection. The dolls have beautifully sculpted faces, rooted hair, poseable limbs, and removable clothes. The first new doll is African-American. She wears a matching leopard-print knit shirt and skirt trimmed in gold netting. Her black stretch velvet hoodie is lined in gold satin. Her shoes are gold Mary Jane’s, and her look is completed with black sunglasses. The second new doll has beautiful, blonde hair. She wears a bodice of metallic, golden-flecked satin and a skirt of gold and white metallic lace over satin. She is accessorized with a reversible, leopard-print and gold satin belt and a metallic jacket. She sports black ballet flats, a black satin headband, and black sunglasses. Isaac Mizrahi’s AfricanAmerican doll

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The Learning Journey Offers Matching and Marble Fun

y First Match It, from The Learning Journey, introduces educational subjects to kids ages 2 and up. Each My First Match It includes 15 themed puzzle pairs that teach kids about animals, food, farms, the ocean, dinosaurs, toys, vehicles, colors, and shapes. The large puzzle pieces are sized for little hands. No two puzzle sets are the same, and each helps kids develop problem-solving skills. Techno Gears Marble Mania Quest is an adventure-themed marble run. A bucketand-chain pulley system lifts the marbles to the top before they twist and turn down the tracks. The set contains more than 200 colorful construction pieces that give kids ages 6 and up hours of construction fun.

Mega Bloks Extends Character Collection for Blok Buddy Packs

ega Bloks will introduce a new extension to its Mega Bloks Skylanders construction line that will feature iconic characters, vehicles, and battle portals based on the newly released Skylanders Swap Force game. Mega Bloks First Builders will add eight new characters to its Block Buddy packs, which will each include a vehicle, a block, and a Block Buddy friend. Mega Bloks will also introduce a new vehicle, Pirate Ship Pat, which will include a Pirate Block Buddy and treasure blocks. Build ’n Splash is the new First Builders water toy that allows kids to build high and pour water over blocks. It includes a draining basket with a sturdy suction cup. Also new next spring is the Mega Bloks Halo Micro-Fleet Sneak Peek. Launching with three vehicles, kids can now play and display their favorite vehicles in a new miniature scale. Each set is packaged in a Spartan helmet and includes a standard micro action figure. Mega Bloks continues to introduce new construction sets for girls ages 4 and up, complete with clothes, accessories, pals, and more. The 300-piece Mega Bloks Barbie Build ’n Play Luxe Camper will include Barbie and Chelsea mini-fashion figures and opens up for inside and outside play. The camper is equipped with bunk beds, Chelsea’s scooter, a dressing area, a picnic and spa area, and a front cab where Barbie can drive.

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Skullduggery Lights Up the Track

racer Racers, from Skullduggery, utilize Light Trail Technology as they blaze streaks of light on the glow-in-the-dark track. Each Tracer Racer beams down purple light rays from its undercarriage onto the specially-engineered track, which emits glow remnants after the racer has passed. The new Tracer Racer Drag Racing Sets include a 10-foot single lane set with one racer, an 8foot double lane set with two racers, and a 12-foot doublelane loop set with a light-up finish gate and two racers.

Redwood Ventures Launches Lil’ Fishys

edwood Ventures will launch a line of pet fish, Lil’ Fishys, next spring. Lil’ Fishys provides an entertaining pet experience with playful characters that misbehave as if they’re real pets. The Lil’ Fishys will swim unpredictably through customizable play sets and interact with moving accessories for a playtime full of personality.

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Ravensburger Debuts New Puzzles

avensburger introduces three new puzzles featuring Mike the Knight for kids ages 3 and up. Mike the Knight: Mike and His Friends is a 24-piece floor puzzle in a free-form shape featuring Mike atop his horse, Galahad, and accompanied by his friends. Mike the Knight: 4-ina-Box features four different puzzles—12-, 16-, 20-, and 24-pieces. Mike the Knight: Mike’s Adventures is a brightly colored 35-piece puzzle of Mike, Galahad, and friends. Doodle Jump, a dynamic 3-D board game based on the app, is played in the box with a tilted board. The first player to reach the top is the winner. Doodlers ages 8 and up have to jump their way to the top via platforms, which can be moved around the board. In Start 11, players ages 8 and up try to get all of their 11 tiles into the four, color-sequenced rows. Players must carefully plan their strategy, as the placed tiles could also help an opponent win. Bridges and bonus tiles add a surprising twist.

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Geospace Offers Light-Up Toys

eospace has a new line of toys with light-up or launching parts. The Sparkler LED Jump Rope with Kinetic-Powered Lights has flashing, multicolored lights embedded inside the tinted rope. With each twirl, a rugged dynamo in the rope’s handle produces lowvoltage electricity that keeps the LEDs sparkling. The Sparkler LED Jump Rope is suitable for kids ages 8 and up, and comes in an assortment of colors. An updated version of the classic ’90s toy, Geospace’s Sparkler LED Whip ’N Skip Ankle Skipper with Lights includes LED sparkler lights that will have kids (and even adults) hopping for hours on end. The sparkler LED lights are motion-activated so batteries last longer. Just like in the classic toy, the ball’s built-in counter records every revolution. Players will devise different ways of hopping and moving the ball, and can imagine all sorts of games and challenges. Kids fasten Wrist Shotz with the Velcro strap and then use the six-position dial to control the firing of three rockets. They can aim by carefully pointing their arms and launch the 6-inch, soft foam rockets at their targets by quickly squeezing the hand pump. Because of their soft foam material, parents will not have to worry Sparkler LED Whip ‘N Skip Ankle Skipper with Lights about them hitting furniture, pets, or siblings.

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SpotMode Introduces Squeekys

queekys, from SpotMode, are critters with playful smiles, bright colors, and unique personalities. Kids can watch Squeekys’ tongues stick out, and hear them squeak when they squeeze and squish them. The critters are made of a soft material that’s safe for all ages. There are eight Squeekys to collect.

INI Packs Party Game Fun

ever Have I Ever Conversation Starters and Fun Facts, from INI LLC, includes big fun for families and friends. Players can get together and spark interesting conversation with phrases that begin with “never have I ever…” which could be followed by “…met someone with the same birthday as me,” or “never have I ever solved a Rubik’s cube.” Players learn interesting fun facts with FYIs such as, “You share the same birthday with at least 9 million other people in the world” and “Justin Bieber can solve the Rubik’s cube in less than two minutes.” Never Have I Ever Conversation Starters and Fun Facts are available for mass retailers next spring. In addition to Family Life, Never Have I Ever College Life and Girls Night Out are also available. Each game includes 150 fascinating facts and funny Never Have I Ever questions.

SEPTEMBER/OCTOBER 2013

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Pressman Toy Debuts Dance Charades

ressman Toy introduces Dance Charades, as played on Late Night with Jimmy Fallon and Ellen. Players dance out with moves including doing dishes, vacuuming, the tornado, and more. Players must try to earn as many tokens as possible during each 40-second song, while the other players try to guess the dance. Suitable for four or more players ages 8 and up, Dance Charades includes a CD with 40 varied dance songs.

SmartLab Lets Kids Design Dinos

esign-A-Saurs, from SmartLab Toys, allows kids ages 6 and up to mix-and-match 34 dinosaur parts and create new dinosaurs by combining heads, legs, tails, spikes, and more. Kids can even build models of legendary dinosaurs. Two flexible spines and the interchangeable parts allow kids to assemble five real dinosaurs—two at a time—or build their own. SmartLab’s Solar System Adventure is a light-up solar system model featuring a bright LED-powered sun and eight moveable planets. The set also includes a model of NASA’s Mars Rover Curiosity and a fact-filled poster of the solar system to add to the exploration. Solar System Adventure is designed for kids ages 7 and up.

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Techno Source Expands Brands

echno Source has expanded two of its Toy Island brands: The Original World’s Softest Brand and NFL Rush Zone. The Original World’s Softest Brand series adds new plush characters, including a panda, kitty, cow, pig, elephant, and dragon. Seasonal styles are also available, including bears for Valentine’s Day and bunnies for Easter. These plush animals are suitable for kids of all ages. Following on its NFL Rush Zone board game, Techno Source will introduce two more games officially licensed by the NFL. NFL Rush Zone Blitz is a fastpaced game that puts two teams head-to-head as they each move the football down the field and into their opponent’s end zone. Players roll the dice at the same time, each advancing the football token toward their goal only when doubles are rolled. When the football reaches an end zone, a touchdown is scored. The first team to score five touchdowns wins. NFL Rush Zone Blitz is suitable for kids ages 6 and up and includes a gameboard, six dice, and tokens for all 32 NFL teams. The NFL Rush Zone Flick & Kick board game challenges kids ages 5 and up to kick through the uprights in two different games. In game one, players take turns kicking field goals starting at the 20yard line, adding 10 yards after each successful kick. The player to kick their football from the furthest distance is the winner. Game two is similar to the game of “H-O-R-S-E,” except that in this version players want to avoid spelling “R-U-S-H.” Players take turns kicking from any position on the gameboard, but if one player kicks a goal, the other players have to match it or else they earn a letter. The NFL Rush Zone Flick & Kick Board Game includes a gameboard, a field goal post, and tokens for all 32 NFL teams.

SEPTEMBER/OCTOBER 2013

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Cra-Z-Art Makes Art Easy

Playdin Introduces New Plush

laydin introduces two new lines of plush toys. Cotton Candy Cutesies each have wispy hair that looks like cotton candy and a distinct personality based on its “flavor.” Each of the 11 Cutesies allows children and tweens to dream big while reminding them to play sweet. Zip-Itz are adorned with rainbow teeth zippers that open to reveal secret pockets. Each Zip-Itz has a unique personality and story. The Zip-Itz teach kids that it is okay to be different.

ith Cra-Z-Loom Bracelet Maker, from Cra-ZArt, it is simple and easy to create rubber band bracelets, necklaces, rings, and more. Kids can also make super long or super wide rubber band accessories by connecting two or more looms front-to-back or side-to-side. The Cra-Z-Loom set contains 600 assortedcolor, latex-free rubber bands and “S” hooks. Also included is a special weaving hook tool and instructional booklet, featuring simple to advanced rubber band bracelets with step-by-step illustrations and photos.

Kids Learn Science with Learning Resources

ith Primary Science Magna Scope, from Learning Resources, kids can safely use a classic science tool. The scope has a soft eyepiece, simple magnification, and a clear case for viewing specimens. It features 20x magnification and a focusing knob. The Primary Science Metal Detector is a handheld tool that features an adjustable grip handle and a colorful design. The tool is great for detecting metal in a sand table, at the beach, or underground. Snap N Learn Alpha Gators is a two-piece gator game that teaches kids to match uppercase and lowercase letters. Each color-coded gator is marked with both versions of each letter on its head and tail. Players use the color to make an alphabet match. Smart Snacks Stack ’Em Up Doughnuts helps kids with size comparison and color recognition skills. Kids stack the five doughnuts from largest to smallest, and fit the doughnut hole on top. The set includes five colorful doughnuts. New Sprouts Shop It! includes everything kids need to stack and manage a pretend grocery store. Plastic cans and boxes of food, a shopping basket, a barcode scanner, and Primary Science Magna Scope play food pieces are included.

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Playroom Entertainment Geeks Out

The Wish Factory Introduces Electronic Accessories

he Duck Dynasty Deluxe Animatronic Duck, from The Wish Factory, is a button-activated animatronic talking duck featuring 12 phrases from Duck Dynasty. Additionally, the duck’s head, mouth, and tail all move in sequence to ZZ Top’s songs “Legs” and “Sharp Dressed Man.” The Wish Factory has also teamed up with Wham-O to create new lines of products embedded with new marketing and innovation. With the Wham-O Gauntlet Sprinklers, kids can stay cool while running through a great wall of water in their own backyard. With the iLumin-8, an iPhone 4, 4S, or 5 can come alive in the dark. These phone cases light up and change color with LED lights when calls or text messages are received. Available designs include paint, night sky, kaleidoscope, jelly fish, stained glass, fire, peace out, camo chic, and sonic stars. The Austin Mahone Life Size Standee features the up-and-coming teen superstar.

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he My First Model Kit Sets and Board Game, from Playroom Entertainment, feature the characters from Disney/Pixar’s Cars and Disney’s Planes films. Each model can be assembled with no glue and comes with stickers and instructions for snap-fit assembly. The game and sets are designed for kids ages 7 and up. Geek Out! Pop-Culture Party Edition challenges two or more players or teams to find out who knows the most about TV, movies, music, books, and other pop culture categories. The game is designed for players ages 10 and up.

Peavey Plays It Up

eavey Electronics introduces The Walking Dead licensed guitars and accessories. The line includes 13 different guitars featuring artwork illustrated by The Walking Dead comic book artist Charlie Adlard. The guitars are available as the entry-level Rockmaster or the Predator. Also from Peavey is the Teenage Mutant Ninja Turtles licensed musical equipment. These new instruments capture the Turtles in highly detailed artwork on acoustic and electric guitars, percussion instruments, and accessories. This line is designed for enthusiasts, collectors, and musicians of all skill levels, from beginner to pro. Play like a superhero with Peavey’s line of Marvel Universe guitars and accessories. The line includes licensed guitars, percussion instruments, and accessories featuring Captain America, Thor, Wolverine, XTeenage Mutant Men, Spider-Man, Iron Man, and The Incredible Ninja Turtle Hulk. Guitars are available as an acoustic half-size Rockmaster guitar guitar, a three-quarter size electric guitar, or a fullsize Rockmaster electric guitar. Guitar picks and straps featuring favorites such as Ghost Rider and Punisher are also available.

SEPTEMBER/OCTOBER 2013

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CJ Products Introduces BrushPets

J Products Inc. introduces BrushPets, inspired by Pillow Pets. These two-minute talking toothbrushes educate, motivate, and get kids brushing. The BrushPets initial launch includes six different styles: Snuggly Puppy, Silly Monkey, Magical Unicorn, Jolly Giraffe, Ms. Lady Bug, and Zippity Zebra. BrushPets are available in either a 30-unit tray or individually in groups of six.

Green Toys’ Train Pulls Into Fall Toy Preview

rain, from Green Toys, is a sturdy, eco-friendly locomotive that is made in the U.S. from 100-percent recycled plastic milk jugs that save energy and reduce greenhouse gas emissions. The brightly-colored steam engine pulls two additional cars that link together to form a long train, or easily unhook for stand-alone play. The open wagon lets kids ages 3 and up haul cargo, while the caboose features a spacious interior and a removable roof. Two conductor bear figures are included, encouraging open play. With no metal axles or external coatings, the Green Toys Train is safe and versatile for both indoor and outdoor play, and is dishwasher safe for easy cleaning. The train is BPA-, phthalates-, and PVCfree, and is packaged using recycled and recyclable materials and printed with soy inks.

Imagine by Rubie’s Expands Costume Collections The TMNT Crime Fight Costume Box Set has been added to the Teenage Mutant Ninja Turtle Dress Up Collection, from Imagine by Rubie’s. The set includes a foam chest and a detachable shell with an eye mask that is available in all four turtle styles: Raphael, Leonardo, Michelangelo, and Donatello. The costume is available in child size small. The Teenage Mutant Action Blister Set includes a printed jumpsuit, a molded mask, and a printed shell. The Blister Set is available in Raphael, Leonardo, Michelangelo, and Donatello turtle styles in child size medium. WWE Kane Muscle Chest Shirt has been added to the WWE Dress Up Collection. The shirt features a soft muscle-chest shirt, a mask, and gloves. It is available in three different character styles: John Cena, Ryback, and Kane, and comes in child size small. The Hello Kitty Rock Star will be added to the Hello Kitty Dress Up Collection. Featuring a rockin’ top, skirt, headset, and make-up crayons, the rock star suit is available in child size small. The Hello Kitty Butterfly Fairy includes a leotard with a skirt, wings, and make-up crayons. It is available in child size small and in eight styles: butterfly fairy, princess, gymnast, dancer, cheerleader, ballerina, figure skater, and bride. Hello Kitty Rock Star costume

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Funrise Toys Presents Tonka T-Rex

unrise Toys will present the first official lifesize Tonka Truck at Fall Toy Preview. Funrise has joined forces with some of the most influential companies and manufacturers in the vehicle industry to create the larger-than-life truck. Named the Tonka T-Rex, it was built with premier and custom-designed parts and accessories. The Tonka T-Rex will appear at various auto shows and marketing and retail events across the U.S. It will be parked outside the main entrance of the Dallas Market Center. Visitors will receive a redemption card for a free, limited-edition Tonka diecast vehicle. Next year, Funrise Toys will release toy versions of the Tonka T-Rex that will be modeled after the life-size T-Rex. The toy version will be available in various Tonka sub-brands, including Off-Road (1/18th scale), Steel (1/16th scale), Off-Road Die Cast Singles (1/48th scale), and Off-Road Die Cast Haulers (1/48th scale).

Uncle Milton Gets Wild

ncle Milton continues to grow its In My Room brand with new, creative light and sound experiences that bring kids’ rooms to life. Wild Walls, the line where kids can activate a light and sound wallscape in their room, will expand with new characters and all-new themes. Wall Friends, the line of light-up talking characters, will also expand to include more of the most popular preschool characters. In addition, new in-room experiences for girls are in the works, featuring everything from flowers to butterflies. Finally, a new line of toddler room lights is on the way for younger kids. Uncle Milton will also expand its Marvel Science line, which makes the connection between Marvel superheroes, real science, and its Star Wars line. New items under the Fireworks Lightshow brand include the Wild Whistlin’ Fireball, the Night Phantom Rocket, and a Disney version of the popular Fireworks Light Show Launcher.

Radz Introduces Two New Collections

adz introduces two new collections. The Radz MLB Collection features licensed Radz characters for all 30 major league baseball teams. The baseball-shaped characters feature team insignia on the cap and on each side. Each character comes with a pack of Radz’s gluten-free, peanut-free candy. The Radz Fashionista Collection features cute Radz characters designed specifically for girls. Each character comes with two pairs of fashion glasses and a pack of Radz’s gluten-free, peanut-free candy. Radz Fashionista

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SEPTEMBER/OCTOBER 2013

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tokidoki Releases Unicorno Frenzies

Kiss Naturals Expands DIY Kits

iss Naturals’ homemade lip blams and glosses, soaps, and perfumes offer kids creative, hands-on fun. Featuring 100-percent natural ingredients, the kits are expanding to include DIY Glycerine Soap kit products such as hair chalk, face paint, and moisturizing lotion. The Hair Chalk Kit contains six vibrant base mixes and a mold. The Face Painting Kit starts with a colored cold cream base, arrowroot powder, and a pallet for mixing a variety of colors. The Moisturizing Lotion Kit contains tubes, a syringe, a mixing bowl, and labels to create a one-of-a-kind scent from four all-natural fragrances.

he Black Neon Unicorno Vinyl, from tokidoki, measures 5 inches tall and comes in an individual window box. The Unicornos were once simple ponies that were out trotting and wandered into a magic waterfall. Passing through the waterfall, the ponies transformed into unicorns and found a hidden magical kingdom. The Unicornos live between the magic kingdom and the human world. After the success of Unicorno series one and two, along with the tokidoki Frenzies collection, tokidoki has released Unicorno Frenzies. A mix of the Unicorno Series one and two, the 20 1.5-inch Unicorno Frenzies are available in blind boxes. Black Neon Unicorno Vinyl

Laser Pegs Offers On-The-Go Fun

he MPS Helicopter, Robot, and Aircraft are the smallest Laser Pegs Power bases and allow kids to take educational toys on the go. Kids ages 5 and up can enjoy illuminated, light-up models safely, as a low current travels from one peg to the next, with convenient on, off, or flashing light settings. Zippy Do is a vehicle building kit that kids can use to build three core vehicles—plane, helicopter, and car—then customize them with additional interlocking pieces to build even more. The Zippy Do kit comes with one main piece that lights up in green and blue, plus 22 interchangeable pieces and instructions to build the three core vehicles. Zippy Do is designed to work with other Laser Pegs kits. With 9100 Power Block, kids build eight light-up, rolling model cars. Kids can attach the tire pegs to the power base and build directly on its surface to make the models. The set contains 83 clear construction pieces. Educational Blocks comes with 12 letter blocks, 12 number blocks, 12 word blocks, and a 3-D Lite Board. Each block contains an LED light that illuminates when connected to the board. Kids can learn reading, writing, and math while combining and stacking the blocks to make different words, sentences, and equations. All of the blocks are compatible with other Laser Pegs construction kits. Educational Blocks contains more than 35 games for the beginner or advanced pupil.

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Oregon Scientific Introduces Meep! X2

he Meep! X2, from Oregon Scientific, is a new tablet for kids that features a slim design with protection built into the case. The Meep! X2 also features a front-facing and a rear-facing camera, Bluetooth connectivity, new user experience with software 3.0, parental controls, the latest Android operating system, a micro SD card, a Dual Core Coretex processor, and more RAM. Meep! X2 is also the only children’s tablet that incorporates Google Play into its own store, the Meep! Store. Additionally, Meep! X2 comes pre-loaded with 50 apps, e-books, and more. Children can easily shop for free apps or they can purchase apps based on credits made available by their parents. The Gecko HD Action Cam is a small, wearable action camera that kids can attach to anything and record their adventures. Weighing only 40 grams, the Gecko HD Action Cam comes with assorted color shells and mounts to “blend in” the way kids want it to.

It’s Always Potty Time with Poopeez

lley Oop’s line of Poopeez toys turns any time into potty time. Poopeez Grow & Glow Alien Poo and Grow Poo-nicorn Droppings are for kids ages 4 and up. Each grows up to six times its original size when placed in water for a few days and shrinks when allowed to dry. Poopeez Grow & Glow Alien Poo glows in the dark, too. The Poopeez Toilet Noise Putty & Plunger comes with a mini-plunger that can be pressed down into the porcelain throne-shaped container, producing hilariously dreadful noises. Poopeez Farting Plush is a line of plush toys based on Poopeez characters like Doo Diva and Splatman, and they all let out a little toot when squeezed. The assortment is available in three sizes. Poopeez Reward Decals is a potty training system that includes stickers, potty training charts, and reward certificates. Poopeez characters help encourage children and make potty training a more fun experience for all.

Poopeez Farting Plush

Masterpieces Puzzle Co. Sports Licenses Adds to Line

he Major League Baseball Stadium Puzzles and NCAA Stadium Puzzles, from Masterpieces Puzzle Co., feature Major League Baseball (MLB) and NCAA stadiums in 3-foot wide panoramic puzzles. The 1,000-piece puzzles are printed on blue board to add strength to the finished product. These puzzles are officially licensed by the MLB and the NCAA.

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Sun-Mate Presents The Jungle Book Toys

un-Mate Corp. will present the The Jungle Book toy line based on the 3-D CGI-animated international TV series, The Jungle Book. The toys will launch at e-commerce retailers this fall. Sun-Mate Corp. is the appointed global master toy partner for the series. The new line includes action figures, play sets, walkie talkies, outdoor adventure sets, electronic toys, summer toys, and watches. Kids can create their own adventures with the classic Jungle Book characters, as well as some new additions to the Jungle Book family. The Jungle Book play set Originally launching on Disney XD, a new Jungle Book-branded video on demand channel launched on September 5 on the on-demand kids’ network Kabillion. A second Jungle Book DVD, The Jungle Book—Return 2 The Jungle was released on September 3, with a follow-up DVD in November. The Jungle Book also has free mobile gaming apps, including The Jungle Book: Fruit Dash! for iPhone, iPad, and iPod touch, and The Jungle Book—The Great Escape for Android devices.

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Goliath Games Gets Kids Moving

oliath Games challenges kids to see how many balls they can juggle while playing Juggle U, the electronic juggling game. Juggle U continuously shoots balls into the air, and kids have to move fast to catch them in the game’s funnel. Kids can increase the speed for a greater challenge, and players can add tricks, such as bouncing balls off walls or catching balls shot from a friend’s Juggle U. Kids can throw a disc and catch a ball with Phlat Ball and Phlat Ball Football. Phlat Ball transforms from a ball into a disc by squeezing the top and bottom together. Players throw the disc and then watch as it pops into a ball. Zoingo Boingo Pogo is a flexible freestyle pogo that can be used on pavement or grass. It features a tethered chord and ball that work together for better control and higher bounces. Quizamajig is a quiz contraption that dials up questions with the push of a lever. Players who think they know the right answer cast their marble into Quizamajig’s funnel and tube system. The two players with the most marbles in the tube at the end of the game have a playoff with one final question. Jumping Jackrabbit is the newest addition to Goliath Games’ skill and action game line. Kids flick the spinner to see how many carrots to pull from the rabbit hole, but they have to be careful not to pull the wrong one. HolograFX Expansion Pack builds on HolograFX, which enables kids to perform magic using holograms created by their smartphones. The HolograFX Expansion Pack features new storylines, characters, and tricks. Stick Storm Mega Stunt includes a helicoptering balloon, exclusive building materials, and more sticks, tricks, and stunts.

SEPTEMBER/OCTOBER 2013

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Basic Fun Expands Novelty Items

asic Fun is set to expand its line of novelty keychains and classic toys. First introduced in 1965, See ’N Say The Farmer Says was the first talking toy that allowed children to pick the exact phrase they wanted to hear. Reintroduced by Basic Fun for its Fisher-Price Classic Toys line, the classic pull-string design features 12 different animals and their sounds. Basic Fun’s Fisher-Price View-Master Viewers line is getting new viewers and reel packs, and the latest character to star in his own viewer is Elmo. The Sesame Street Viewer features Elmo and his Sesame Street friends spending a day at the zoo. Meanwhile, the Star Wars View-Master line has a new Stormtrooper Viewer, which includes a set of three reels with scenes from the original movie, Star Wars Episode IV: A New Hope. Lite-Brite has been a popular toy since it first appeared in 1967. In partnership with Hasbro, Basic Fun is reintroducing it with new enhancements and peg shapes. Beywarriors is the latest addition to Basic Fun’s keychain assortment. These miniature keychains can swivel around and smash each other. Kids can rev, rip, and battle away with all three Battlers in the assortment. Other new keychains are My Little Pony Rainbow Light-Up and Transformers 4.

See ’N Say The Farmer Says

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WowWee Introduces Elektrokidz

owWee introduces the Elektrokidz, a collection of six characters with maxed-out hair. The Elektrokidz dance by detecting the beat of whatever music is playing. Each comes in a different body color with wild hair colors and unique Hair Dance attributes. Also from WowWee is MiP, a Mini Inverted Pendula robot that can balance on two wheels. MiP has gesture sensors, so he reacts to his environment through motion, sound, and light, looking for obstacles and responding to sounds. He also speaks in MiP. MiP includes balancing games, interactive gameplay, the ability to “MiPify” songs in kids’ music collections, and can be controlled by hand gestures or the Bluetooth function of an iOS or Android smart device. MiP

Toy State Unveils Hot Wheels Action Toys

oy State unveils a new line of stylized, remote-control cars with lots of features, developed in partnership with Hot Wheels. Hot Wheels Extreme Action toys are motorized luxury and sport vehicles with themed music. Kids can watch the glowing eyes and moving spider legs on the Street Creeper, the chomping and glowing jaw on the Hot Wheels Energy Can R/C Sharkruiser, and the stinging front pinchers and tail movement on the Scorpedo. The Hot Wheels Energy Can R/C is a 5-inch, full-function infrared R/C vehicle with collectible energy can packaging. The bottom of the can comes off and is the controller. The assortment includes 24 Ours, Baja Truck, Bad-to-the-Blade, and Bone Shaker, and is available in a boxed version. With the push of a button, Road Rippers turn from trucks into convertibles. Along with motorized forward drive, these vehicles feature music and make sounds. The assortment includes Ram 1500, Ford F-150, and Nissan 370Z.

SEPTEMBER/OCTOBER 2013

Zuru Offers Collectible Tamago Eggs

amago Eggs, from Zuru’s new Tamago: Ancient Warriors toy line, are collectible toys worth a tangible amount of points. Two players engage in a Tamago battle, where they blindly choose their Tamago and shine their Akuma to reveal who has more points. Whoever has the character with the highest worth wins. In the story of Tamago: Ancient Warriors, alien monsters called Akuma have arrived on Earth inside pods known as Tamago. Only a boy named Alec can capture all the evil Akuma and save Earth.

Schleich Debuts New Play Structures

he Big Knight’s Castle, from Schleich, is equipped with modular walls that create numerous possibilities for building arrangements. The drawbridge opens to reveal the great tower within the walls. The castle also includes a dungeon with a trap door and a secret entry that can only be discovered by moving a nearby rock. The Big Knight’s Castle can be adapted to the two different knight orders, the Griffin and Dragon knights, by clicking the matching emblems on the drawbridge or by adding corresponding flags to the castle. The Big Knight’s Castle includes one Dragon Knight spy and one Griffin Knight spy, both of which are camouflaged once they are climbing the rocks with their movable arms and weapons. Schleich’s new Horse Stable has a naturalistic look and feel, which includes detailed modeling, a lot of space for the horses to roam, and a lot of play value. Specially developed small accessories, such as horse feed, cleaning supplies, saddles, and horse rugs, provide possibilities to recreate the horse world at home. The Horse Stable comes in two different versions—as a single item or as a Horse Stable ready-to-play set with basic accessories (paddocks, a horse feed set, and three riders on their horses) included.

SEPTEMBER/OCTOBER 2013

Ceaco/Gamewright Adds New Puzzles and Games

eaco/Gamewright’s Iota calls on players to look, see, play, and score. Cards are added to a grid, with two to four players making sure that the color, shape, and number are either all the same or all different across the line. As the grid expands, so do the possibilities. Whoever sees the opportunities seizes the win. Iota is suitable for kids ages 8 and up. Rory’s Story Cubes—Voyages takes one or more players on a trip. Each set contains nine iconic cubes that inspire stories of epic adventure, such as being cast away on a desert island. From 54 images, millions of combinations are possible. Rory’s Story Cubes is suitable for kids ages 8 and up. Small Potatoes—Fuzzy Puzzle is a 24-piece felt puzzle featuring the Small Potatoes licensed characters, suitable for kids ages 3 and up. The puzzle pieces are machine washable.

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Safari Ltd. Gets Healthy with New Toobs

ith the Fruits and Vegetables TOOB, from Safari Ltd., kids can learn about the healthiest edibles. The set contains eight handpainted replicas: oranges, bananas, apples, pears, carrots, broccoli, corn, and artichokes. The set is designed for kids ages 3 and up. The Seashells TOOB includes a murex, a nautilus, a tuba, a sand dollar, a turban, a whelk, and lion paws. These hand-painted 1.5-inch figures are suitable for kids ages 3 and up. The new Incredible Creatures Piglet is 3 inches high and hand-painted for kids ages 18 months and up. Educational information in five languages is available with this product. The Incredible Creatures Gouldian Finch is a 2.75-inch replica suitable for kids ages 3 and up.

Kiddieland Adds Ride-Ons With the 2-in-1 Walk ’n Ride Sweetie Bow RideOn, from Kiddieland, kids can hear Minnie talk and play her favorite music and watch her bow light up. The ride-on features shifting gears to rev the engine, blinking signal lights, piano keys that can be pressed for music and flashing lights, shape-sorting blocks with reward sounds, a seat with a handle bar that coverts it into a push-along, and a safety latch to lock and unlock the wheels. This ride-on is also available as a Magical Ride-On, with princesses and a light-jewel. The Farm Friends Activity Tractor features Mickey’s voice, songs, and flashing lights. Four farm animal buttons play realistic animal sounds. When the dial is turned, sounds play and images are shown. Kids can press buttons for a revving engine or to hear the horn. The large rear wheels provide extra stability. The 4-in-1 Dusty Plane Activity Ride-On features Dusty’s voice and music. Kids can press and slide for realistic lift-off and landing plane sounds. Different buttons provide different sounds and flashing lights. Kids can go on a “flying” adventure by steering the wheel and honking the horn. The ride-on features a removable rocking base and transforms from a rocker to a push-along to a ride-on. The 4-in-1 Light ’n Sound Mickey Activity Fire-Engine and Minnie Activity Ride-Ons talk, play music, and have flashing lights. Kids can rev the engine or beep the horn. Turning a dial plays sounds and shows images. The ride-ons are safe and durable, include a removable rocking base, and transform from rocker to pushalong to ride-on.

4-in-1 Light ’n Sound Mickey Activity Fire-Engine

SEPTEMBER/OCTOBER 2013

Vivitar Adds New Tablets

he XO Tablet, from Vivitar, a Sakar company, is designed to help kids explore their dreams and spark their imaginations. Equipped with built-in Wi-Fi, a touch screen, a rubberized case, bright colors, and a kid-friendly interface, the XO Tablet is also a fully functioning Android device. Kids access XO content through the Dream Screen, an organizational interface that allows them to learn about the world through exploration. Parental controls can limit or unlock Internet access as necessary. The simple multi-lingual interface allows kids to switch between English, Spanish, and French easily. The XO Tablet includes more than 150 free pre-loaded apps, games, books, and other content from a number of partners, including Common Sense Media, Discovery Kids Puterbugs, TED, Story Emporium, Pipo Ceibal, Little Pim, WeWantToKnowâ&#x20AC;&#x201C;DragonBox, JokerWare, Zeptolab, Brain Pop, Kids Yoga Journey, and Bankaroo. The Camelio is a 7-inch Android tablet that allows kids to personalize their tablet with their favorite characters. Camelio allows up to five users to share the device and Personality Packs can be changed or updated as children grow and their interests change. Available Personality Packs currently include Hello Kitty, Barbie, Monster High, Hot Wheels, WWE, and My Little Pony. Personality Packs allow users to customize wallpaper, widgets, lock screens and include a themed bumper case. Character-themed games, video, music, and books are also included. Equipped with built-in Wi-Fi, a camera, HD video, a touch screen, and parental controls, the Camelio also includes pre-loaded content for apps, games, music, video, art, and other educational tools.

SEPTEMBER/OCTOBER 2013

Wowopolis Introduces New Preschool Games

uzzle Match Alphabet Train, from Wowopolis, is a memory game and a puzzle that teaches the ABCs. Instead of looking for identical pieces to match, preschoolers find and match an alphabet letter to the accompanying animal piece starting with that letter. Once all 52 pieces are found and matched together in the memory game, they slide together to form a giant animal train picture. Sound It! Found It! Junior is a two-in-one board game that is both a guessing game and a hidden-object game for preschoolers. One player takes a card and gets the other players to guess what’s on it by imitating the sound it makes. Then players find the object that makes the sound from among six illustrated scenes including Around the Farm, A Day at the Zoo, and Out on the Street.

SEPTEMBER/OCTOBER 2013

Play Visions Introduces Living Sands

iving Sands, from Play Visions, has a sensation similar to cookie dough, yet is dry to the touch. Kids can mold and squish it into durable shapes. This 100-percent water-soluble sand won’t stain, removes easily, and never dries out.

THE TOY BOOK • XX

Toy Brands in the 21st Century: They Still Rule, But They’re Not Invincible by Steve Reece, brand marketing and product development consultant

he world has changed in many ways over the past be the only viable option for many brands. decade, but the prevalence of established brands in the The impact of online portals such as YouTube and the App toy aisle has been a constant for more than a century. Store as alternatives to traditional, old-school media for toy Retailers have become even more risk-averse during the re- brand owners is evident. For example, one of the most groundcent economic turbulence, and have increasingly relied on breaking, new brand launches of the past few years is Mattel’s brands—known quantities that are trusted by both consumers Monster High. In one of the riskiest initiatives pursued by a and retailers alike. On an overall basis, branded products sell major toy player, Mattel successfully established a new toy better than unbranded products, even those that have signifi- global super-brand in a category where it already had Barbie, cant benefits or whizzing novelty features. the No. 1 perennial brand, by utilizing clever segmentation, poOne reason for the ongoing success of brands present in sitioning, and above all, content distribution. Monster High has the toy aisle is the long-acknowlracked up social media coverage to edged, rosy glow of nostalgia. Parsuch a degree that it has trailblazed ents feel more comfortable a new toy brand launch paradigm. introducing their kids to brands that The reality is that many of the they played with themselves as chilfundamentals of toy brand managedren, even if their rose-tinted glasses ment and brand launches remain of 20 or 30 years hide the reality of a the same—great concept, great play contradictory play pattern or of a pattern, strong points of differentiaproduct’s limitations. tion, strength and breadth of charBut the major change since the acters, and mass-market content 20th century is that today’s condelivery. But we must also remain sumers have a zero tolerance policy aware of what has changed: zero tolMattel’s Monster High 13 Wishes Doll Assortment toward products or brands that fail erance in consumer attitudes and dito meet their expectations. Kids will quickly discard anything rect-to-consumer content distribution. that delivers a substandard experience, and parents will reThe new paradigms have, of course, only just begun. What assess their positive associations with a brand if its modern- is yet to come will likely continue to break the mold and inday iteration disappoints. spire in equal measures. n The other evident change facing brands today is the mode Steve Reece is a brand marketing and product development of communication and content distribution channels and platforms, which have become more diverse than ever before. TV consultant in the UK and European toy and game markets, as advertising and programming still have a significant impact on well as the author of The Practical Guide to Doing Toy Busithe toy market, as do ubiquitous blockbuster films. However, ness in Europe. He previously worked for Hasbro’s European there are strong alternatives to these traditional content-deliv- head office in brand marketing and market research. You can ery portals, and this has swung the balance of power back in contact him via steve.reece@vicientertainment.co.uk, or visit his favor of toy brand owners versus TV and movies, which used to blog, www.stevenreece.com.

86 • THE TOY BOOK

SEPTEMBER/OCTOBER 2013

social media

Talking

Changing the Face of Shopping in the New Social World

H o w S o c i a l N e t w o r k s Tr a n s f o r m S h o p p i n g B e h a v i o r by Jai Rawat, founder and CEO, ShopSocially

e often talk about the impact of new technology on human needs. However, that is usually an inaccurate characterization. Intrinsic human motivations and needs do not really change at the pace of technology. Rather, technological innovations provide new opportunities that trigger changes in behavior without modifying the underlying motivations. One such intrinsic need is to be social. The need to connect and share is not new, but technological innovations have enabled us to do so with unprecedented scale, ease, and reach. With this backdrop in place, letâ&#x20AC;&#x2122;s explore the impact of social networks on shopping behavior and what brands and retailers can do to benefit from it.

Social Proof We intuitively trust recommendations from friends and family more than from unfamiliar sources. A survey by the global research firm Forrester has helped to quantify that. Customer reviews on retail sites are ubiquitous these days. They help establish social proof and thus in-

88 â&#x20AC;˘ THE TOY BOOK

crease the odds that someone may buy a product. However, recommendations from friends and family hold even more sway and users are increasingly turning to social media channels to solicit opinions from their social circle. According to industry research, 75 percent of social media users indicated that they would be more likely to purchase a product or service that a friend openly endorses via social media. This presents a potential conflict for retailers. If potential shoppers are unsure about which products to buy and turn to their social network for a recommendation, they may never return to make a purchase. At the same time, a strong endorsement from a friend may help close the sale quickly. To solve this conundrum, some retailers have adopted an innovative approach to get the best of both worlds. They allow shoppers to create an instant poll inviting their friends to weigh-in directly on their websites. The shopper does not have to leave the website, but still obtains the all-important friend recommendation. Considering that 57 percent of social media users have asked their friends for advice on Facebook be-

SEPTEMBER/OCTOBER 2013

fore purchasing a product, this approach could be invaluable. Another approach is to replace or enhance the traditional, anonymous reviews with real user profiles. This allows shoppers to easily view what their friends have purchased from that site, effectively tapping the herd mentality of “if everyone else is doing it, it must be good.” Thus, it adds the strongest social proof possible.

Social Sharing Sharing is another basic human need that has been massively amplified by the advent of social networking and smart-

90 • THE TOY BOOK

phones. Today, anyone can share any activity with a large number of people at any time with the touch of a button. While sharing behavior has changed and the quantity of things being shared has definitely exploded, the underlying motivations remain the same. Some of these motivations include the need to be connected, to be recognized, and to be helpful or generous. This change in sharing behavior has also impacted how we shop. We are no longer satisfied with admiring ourselves in the mirror after buying that new piece of clothing; now we want everyone to see it and comment on it too. Although we may not do it consciously, this sharing behavior carries an implicit endorsement for that product and that brand, and therein lies the opportunity for retailers. By proactively asking shoppers to share their purchases with friends, they can turn their websites into word-of-mouth powerhouses. According to Forbes magazine, a staggering 81 percent of U.S. respondents indicated that their friends’ social media posts directly influenced their purchase decisions, and 65 percent of social media users reported they learned more about brands or products via social media. As evidenced by these figures, social sharing is a powerful tool for eliciting consumer action and product discovery. Furthermore, a recent study by ShopSocially showed that the conversion rate of friend-referred traffic is more than twice the normal rate. Likewise, prompting users to share special deals with friends can help make these deals go viral. Research has demonstrated that adding social virality to online coupons can result in many added benefits, including upsurges in overall spending, new user generation, and reductions in shopping cart abandonment—even closing the deal for 88 percent of undecided shoppers. In fact, some retailers choose to “lock” the deal until it is shared. Requiring this small social action up front often leads users to make larger commitments later— such as completing the purchase—due to the impression of earning the exclusive deal. LinenTablecloth is a prime example of how this social commerce strategy was implemented successfully, resulting in immediate boosts in fan acquisition and engagement, as well as an increase in sales conversion and SEO rank. n

Jai Rawat is an expert in e-commerce and the social media space, with more than 18 years of industry experience. He has won several awards and been recognized as one of the top 10 South Asian business and technology leaders in Silicon Valley.

SEPTEMBER/OCTOBER 2013

T HE D EFINITIVE I NFORMATION S OURCE

FOR THE

T OY

AND

G IF T M ERCHANT

NEWS UNCLE GOOSE DEBUTS PERSIAN LANGUAGE ALPHABET BLOCKS

Wooden toy block manufacturer Uncle Goose has added to its line of foreign language block sets with the introduction of Persian Language Alphabet Blocks. The 32-piece set of illustrated blocks features the entire Persian character set, numbers, and geometric and floral patterns. Unveiled in August at the NY Now Show, the set is available for purchase through www.golreezan.com, at boutique toy and gift shops nationwide, and at www.unclegoose.com. Persian alphabet blocks represent Uncle Goose’s 20th foreign language set. The new line marks the first collaboration with New York-based Golreezan, a brand known for icon designs featuring Iranian-American themes. Uncle Goose’s traditional alphabet blocks feature non-toxic inks and are made from sustainable basswood sources from the U.S.

SCHYLLING NAMED EXCLUSIVE NORTH AMERICAN DISTRIBUTOR OF TURBOSPOKE CLASSIC

Schylling is the exclusive distributor for the launch of the Turbospoke Classic in the U.S. and Canada. Turbospoke Classic is the new pocket-money-priced bicycle noise maker from Turbospoke. Developed with the brand’s original “card in the spokes” design, Turbospoke Classic has a universal fitment and uses durable sound cards to make any bike go zoom. Kids can fit a Turbospoke Classic to their bikes and slide in one of the two sound cards, and they’re ready to ride. As soon as the wheel turns, the noise begins. The harder kids pedal, the louder the sound gets. The compact design allows more than one Turbospoke Classic to fit on a bike, providing big volume and tunable sounds. Small adjustments to the location and angle of the Turbospoke Classic can make a big difference. Turbospoke Classic has blended a retro look with a clean design. It is a standalone product and can also be used in conjunction with other Turbospoke products.

SWEDISH DOLLHOUSE COMPANY LUNDBY RETURNS NORTH AMERICA

After a decade-long absence, the classic Swedish dollhouse brand Lundby has returned to the North American market. Lundby, a subsidiary of Sweden’s Micki, will begin to sell its dollhouses through amazon.com and specialty toy stores. The brand is known for following trends in fashion and home décor, and for capturing snapshots of different eras with historical accuracy. Each dollhouse represents a dream house in miniature 1:18 scale. Lundby utilizes “plug and play” electric lighting, and its more recent dollhouses feature pre-wired, child-safe, 5-volt lighting systems.

SEPTEMBER/OCTOBER 2013

ADORA BATHTIME BABIES MAKE A SPLASH

Adora BathTime Babies are the perfect dolls for the bath, pool, or any water fun. Each BathTime Baby comes with its own washcloth and a removable animal-themed bath robe that shows the swimsuit-printed body when it’s taken off. From their tiny noses to their belly buttons, they are a blend of sweetness and love for infants and older. Their exclusive “QuikDri” bodies will dry in no time and will be ready for play again. New to the BathTime Babies line is the Sock Monkey. The Adora BathTime Babies are machine washable, have open and close eyes, and are handmade. The new Sock Monkey Baby can now be found in Adora’s fall catalog.

ON THE COVER: GLOW CUDDLES, FROM CLOUD B, HELP SOOTHE CHILDREN TO SLEEP WITH A SAFE, CALM, AND EFFORTLESS ADDITION TO THEIR BEDTIME ROUTINES. THESE SOFT, CUDDLY PLUSH CHARACTERS COMBINE SIGHT AND TOUCH TO HELP CALM EVEN THE FUSSIEST CHILD. WITH JUST A LITTLE HUG, GLOW CUDDLES FEATURE A CALMING, TOUCH-ACTIVATED RHYTHM THAT MIMICS A STEADY HEARTBEAT AND GLOW THROUGH THE NIGHT. GLOW CUDDLES ARE AVAILABLE IN A SWEET SOFT BEAR AND A BUSHYTAILED BUNNY. EACH FEATURES A 23-MINUTE SLEEP TIMER AND RUNS ON 3 AA BATTERIES.

Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Book’s Toy Report. Just send an email request to subscribe@adventurepub.com, and add that address to your address book to ensure delivery. For up-to-the-minute news, follow The Toy Book on Twitter, and like The Toy Book on Facebook. Visit our blog at www.toybook.com.

SPECIALTY TOYS & GIFTS

ASTRA’S INSIGHTS

YOUR STORE’S HOLIDAY MARKETING PROGRAM:

A Round-up of ASTRA’s Resources

by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA) ctober, November, and December are critical months for the toy industry, and especially for locally owned specialty toy retailers who are members of the American Specialty Toy Retailing Association (ASTRA). Often, small businesses such as ASTRA stores struggle to ensure that their marketing investments make a big splash during the holiday season. That’s why ASTRA has created a group of customer-focused resources that independent store owners can use to augment their existing holiday marketing programs. These outreach tools are designed to be used as a cohesive outreach package, yet they can be unbundled if some elements don’t fit with your store’s marketing strategy and product mix. All have been created at the request of, and in collaboration with, ASTRA volunteers who are independent toy retailers themselves. Here are ASTRA’s tools for helping independent toy retailers pump up their holiday marketing programs, and some tips for maximizing their value:

• Woo Hoo Factor Consumer Website. All the information moms and other consumers might want to know about healthy play and the “smart, unique, local” specialty toy difference can be found here in one place—along with a handy store locator for finding ASTRA stores. It’s a great way for customers to find you, and for you to help customers learn about why your toys are both fun and support healthy child development. Another way the Woo Hoo Factor website can be part of your marketing program is its role as a third-party validator. You can author and post articles, which establishes you as a play expert and generates links to your store’s website. You can link to your own articles from your store’s Facebook page or website, which helps your search optimization efforts and establishes credibility among your Facebook friends, i.e. your customers. Check out this resource and explore all the no-cost ways you can ramp up your social media presence by using it. • Best Toys for Kids Awards Program. Top toy lists attract parent and media attention around the holidays. ASTRA retailers nationwide come up with a list of the smartest and most unique specialty toys of the year. The Best Toys

SPECIALTY TOYS & GIFTS

for Kids winners are chosen by hundreds of retailers who know toys inside out. Manufacturers are not charged a fee to enter. ASTRA creates an appealing four-color flyer that you can use to advertise these toys to customers, along with other resources to use the Best Toys list as a marketing tool. ASTRA also supports this program with national mommy blogger outreach and traditional media support. • Neighborhood Toy Store Day. Now in its fourth year, your store can be part of this nationwide event with whatever type of “celebration” fits your market and your store’s budget. The strategy is to create a special event that is: (1) newsworthy by featuring a local celebrity, announcing the Best Toys for Kids award winners, or arranging a win-win tie-in with a local charity; and (2) fun and highly anticipated, so it becomes viral among moms and attracts both regular customers and new ones. ASTRA members can find loads of resources on ASTRA’s website, including planning tools, ideas for day-of activities, a series of press releases, information on how to develop a workable, productive charity tie-in, and more. Like the Best Toys for Kids list, this program is supported by national mommy blogger outreach. Mark your calendar for November 9 and start planning for this event now. While you are planning the best ways to leverage these resources for this year’s holiday season, don’t forget that among ASTRA’s most important resources are its membership list and discussion groups. All of the programs described are a result of independent toy retailers talking together about their needs and sharing ideas for customer outreach. Ask your colleagues what has worked well for them and offer your own experience in return. Let ASTRA help you make a splash in your market this holiday season. ●

SEPTEMBER/OCTOBER 2013

PRESCHOOL TOYS T

An in-depth look at the most prominent preschool toy manufacturers, global demographics, and the future of the preschool toy category.

by Lutz Muller

Preschool Toys are Big Business

There are basically three toy stages—baby, preschool, and tween. Teenagers, while a fourth category, have become much less important as toy consumers and are now much more a factor in consumer electronics. This article will focus on the preschool category covering the age group of kids ages

SPECIALTY TOYS & GIFTS

4 to 7. This age group is responsible for about 30 percent of all toys bought— 26 percent being sales of toys specifically designed for the age group and another 4 percent being toys targeting older kids but bought for preschoolers—e.g., movie-driven action figures, fashion dolls, and the like. The preschool toy segment has been more stable than the toy business overall, not only in the U.S., but worldwide. In the U.S., this is how the market developed at retail:

U.S. Toy Market at Retail 25,000 U.S. $Million

20,000 15,000 10,000 5,000

Infant/Preschool

2013 (est.)

2012

2011

2010

2009

2008

2007

2006

2005

2004

0 2003

he age between 4 and 7 years old is the time when a toddler enters the formative period that determines what person he or she will be for the remainder of his or her life. Researchers in the field of childhood education say that the early years, from ages 2 to 5, are the prime time for the development of cognitive, social, tactile, and motor skills. Toys are an integral part of this process. Kids become socially active at the preschool level. Instead of playing by themselves, they seek out others with whom they can play. Toys are indispensable in this interaction. Kids also become more physical in their play. They begin to control their limbs, and this allows them to play in ways they could not before—tossing balls, riding bicycles, skipping rope. They begin to see their environment not as something remote, but rather as part of their daily life. Toys such as animal sets, wooden trains, dolls, cars, and make-believe cooking equipment are typically chosen by a child in preference over more sophisticated products. There are a number of product attributes that are of particular importance in the choice of toys for preschoolers. The safety mandate is paramount, not only in terms of the materials used, but also in the construction of the toy itself. Toys that are not sufficiently rugged to stand up to the treatment meted out by the child can break, and thus, could cause injuries. Typically, preschool toys tend to be gender-neutral because the boy/girl divide has not yet occurred—at least not during the early phases. Finally, the toy must appeal not only to the child, but also to the parent as something that will help in the child’s development. The choice of preschool toys is not only important for the manufacturing companies in and by itself, but also because a satisfactory consumer experience in the early stages of the child’s development will influence purchase decisions by the parents when the child enters the tween stage.

Total

While the overall U.S. toy market trended consistently South over the past 11 years, the preschool category remained steady with a marginal upward tendency. This disparity is explained by three overriding factors: One is that preschoolers are the last to feel the consequences of tough times, the likes of which we had over the past decade; the second is that kids ages 4 to 7 are more insulated from the impact of electronic devices, such as tablets and smartphones, than older children; and the third is population growth. According to ChildStats.Gov, the population of kids in the U.S. in the past 11 years followed the curve shown on the next page. Typically, child population growth (or decline) is driven by childbirth rates, which are a function of fertility, or the number of children a woman has. To attain population growth, this number has to be higher than the two required to replace the mother and father. The graph below shows how the Proceedings of

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cline as a consequence. Immigration is a likely positive influence in North America and Europe. Other factors, such as per capita income growth and, as a result, increasing sales potential, come into play in places such as Africa, Asia, and Latin America. Today, however, the major U.S. manufacturers are completely focused on North America and Europe, two markets which are already totally saturated. Hence, they will have to change their model to accommodate these changes in geography and cultural population factors. The figure on the next page shows how the sales picture looks at retail for the leading seven preschool toy companies. Looking at the seven companies in some greater detail, the following picture emerges:

U.S. Child Population 24.8 24.6 24.4 24.2 24

In Millions

23.8 23.6 23.4

Fisher-Price

23.2 23

Ages 0 to 5

2013 (est.)

2012

2011

2010

2009

2008

2007

2006

2005

2004

2003

22.8

Ages 6 to 11

the Royal Society estimate fertility rates to develop. What this tells us is that between now and 2020, both North America and Europe—the two largest preschool toy markets—will experience negative preschool population growth. Latin America and Asia will hit zero growth around 2020, and Africa will continue to stay well above the replacement rate of two until that date. This does not mean, in and of itself, that the sales of preschool toys will de-

Global Birthrates 8 Africa

Latin America

Births per woman

Asia

5 4

North America

3 Europe

2 1

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2060

2040

2020

2000

1980

1960

1940

This division of Mattel has reigned supreme over the preschool category for decades. With last year’s acquisition of Hit Entertainment—the owner of global brands such as Thomas & Friends, Bob the Builder, Mike the Knight, Sam the Fireman, Barney, Pingu, Rainbow Magic, and Ballerina—Fisher-Price will continue to expand its market share as these Hit licenses, previously granted to other companies, revert back to the company and are incorporated into the overall sales effort. Mattel is also greatly increasing its reach in Asia and Latin America, and is therefore likely to benefit from the demographic influences described above.

LeapFrog

LeapFrog basically created the electronic learning category of toys in the U.S. First introduced in 1995, it hit its high watermark in 2004 when sales at retail reached the billion dollar level. Sales declined from that point onward, and in 2009 hit their nadir at less than half of 2004 sales volume. LeapFrog pretty much stayed on this plateau until 2011, when John Barbour, formerly senior executive at Toys “R” Us, became the new CEO. Since then, the company has continued to grow, but still has a ways to go before it reaches its former peak. Their products, particularly the Leapster and the LeapPad, have managed to harness parents’ ambition to prepare their children to the greatest possible extent before starting school. However, as Stevanne Auerbach, the famous Dr. Toy, said to me recently, “[LeapFrog has] made a substantial dent in schools, but not yet a great impact. They need to concentrate in one or two school districts and show they are so effective they actually make a statistically significant difference in skill building. They need research that justifies limited educational budgets. The company has a range of excellent products with great potential to transform education.” In my opinion, any company that can credibly demonstrate that their products enhance future scholastic performance when the child enters school will have a major advantage.

SPECIALTY TOYS & GIFTS

Play-Doh, Playskool, Tonka, and the Sesame Street range, which it took away from Mattel in 2009. Sales have been in line with the preschool market overall—flat to slightly up with a bump for the Sesame Street addition. A slight setback occurred this June when Hasbro lost the Strawberry Shortcake license to The Bridge Direct. Preschool is by far the smallest of the four Hasbro divisions and both shelf space and marketing support allocations reflect this. Hasbro is moving aggressively into Latin America, notably Brazil, and is attempting to piggyback on the muscle of local enterprises in India and China to expand its footprint there.

Melissa & Doug

The short-term outlook for LeapFrog continues to be very promising, particularly since electronic learning products are—along with construction toys—the only toy category that shows solid sales growth and will therefore see a significant expansion in their shelf presence at the major retailers this fall. In the longer term, LeapFrog will need to reach outside its major markets, North America and Europe, to effectively harness demographic changes and to combat its major adversary, VTech.

VTech

VTech has been a significant player in the North American toy space for many years. However, it began to become a major factor only in 2004 with the launch of the VSmile range of electronic learning products, which now includes brands such as Mobigo and Innotab. Since then, VTech has challenged LeapFrog for supremacy in the field, and while it has not succeeded in this endeavor in the U.S., it has overtaken its primary competitor internationally by offering products in the major European and Latin American countries in their native languages—something that LeapFrog, with its focus on English, neglected to do. Only very recently has LeapFrog expanded into French, and has (at least in France) immediately challenged VTech for market leadership. As a Hong Kong-based company, VTech has the inside track to the potentially huge Chinese market, and there are indications that negotiations are underway with the People’s Republic’s Ministry of Education to sync products with the new preschool curriculum being tested in a number of municipalities including Shanghai and Beijing.

Hasbro

Hasbro’s preschool business is divided into five brands: My Little Pony,

SPECIALTY TOYS & GIFTS

Melissa & Doug was founded in 1988 and is still managed by Melissa and Doug Bernstein. Ownership is held by Berkshire Partners, a leading private equity firm, which acquired Melissa & Doug in 2010. Of all seven companies, Melissa & Doug is the only one with the majority of its sales in specialty as opposed to mass retailers (Target, Toys “R” Us, and Walmart). It is also the only one that sells all its products under a single Melissa & Doug family brand. Their toys are all strictly preschool, low-tech, and do not include any electronic elements. Equally interestingly, in an industry that relies on outside licenses for 30 percent of sales, Melissa & Doug has no licenses. While this may well be part of the bedrock company philosophy, it nevertheless represents an unexploited avenue for growth should this ever become necessary. So far, this has not been the case since sales growth has been pretty steady year in and year out. Melissa & Doug’s international reach outside of Europe is virtually nil and there does not seem to be any major effort from the company to rectify this potentially dangerous situation.

Tomy/RC2

RC2 was originally a maker of model racing cars, but entered the preschool arena with the acquisition of the Learning Curve in 2003. The company hit a very rough patch in 2007 when it had to recall a large part of the Thomas & Friends range, Learning Curve’s single largest brand at the time. This led to the loss of the non-wooden segment of Thomas & Friends to Mattel in 2010, and the rest of the Thomas range this year. To compensate, RC2 acquired the Chuggington license in 2010, but it never measured up to the sales volume that had been generated by Thomas & Friends. Management recognized at this point that RC2 needed to merge with a larger entity in order to survive, and was acquired by Takaratomy in 2011. As a result, Takaratomy now claims to be the fifth-largest toy company after Lego, Mattel, Hasbro, and Bandai. With its roots in Japan and its influence in the remainder of Asia, Tomy appears well-positioned to take advantage of the demographic and economic changes described previously.

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MGA Entertainment

MGA Entertainment, best known for its tween-focused fashion dolls Bratz and Lalaloopsy, is engaged in preschool through two acquisitions made in 2006: Little Tikes and Zapf Germany. The former originally had an exclusively North American presence, but is now well-represented in Europe. On the other hand, Zapf, the leading German maker of preschool dolls, never succeeded in jumping to North America. Neither range carries outside licenses— in fact, the company overall shuns licenses and completely relies on brands of its own. As in the case of Melissa & Doug, the absence of licenses may well represent an untapped growth opportunity should the company see this as a need. However, given the very real enmity that exists between MGA and Mattel, most top licenses, specifically Disney’s, are probably unattainable. MGA Entertainment is still a non-public company owned by founder Isaac Larian. MGA is virtually dependent on North America and Europe to sustain its business, and there appears to be no major efforts to broaden the company’s reach. In summary, even though demographic trends do not look particularly promising, the short-term (the next 10 or so years) offers plenty of scope for

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the top seven companies engaged in the preschool toy category. According to Dr. Toy, “There is a solid base in preschool and childcare programs to warrant continued focus and expanded innovation, with great potential for the right mix of basics, low- and high-tech, creative, and many other products to make a difference.” The international potential as it exists today remains largely untapped. Also, as economies grow—particularly in Asia, Africa, and Latin America— the pool of families that will be able to become consumers is bound to expand. Lastly, there is an incredible scope for the electronic learning subsector for companies that can credibly demonstrate that their products do, in fact, deliver what they promise. ● Lutz Muller has been active in the global toy and video game market since 1984. He has lived and worked in Europe, Asia, Latin America, Australia, and the U.S. His insights are based on his daily contacts with toy buyers at big-box stores in the U.S. and Europe, his proprietary retailer panel in the U.S., and his third-party manufacturing contacts in China.

SPECIALTY TOYS & GIFTS

A B C Kids Expo 2013

by Ali Mierzejewski ounded in March 2003, The All Baby & Child (ABC) Kids Expo is a partnership of juvenile industry manufacturers and retailers that is organized to promote the childrenâ&#x20AC;&#x2122;s products industry. The main objective and purpose of the corporation is to act as a business league that helps organize and host trade shows to be held for the benefit of representatives of juvenile products, including manufacturers, specialty store retailers, and distributors. With more than 900 exhibitors utilizing 3,000 booths in nearly 1 million square feet of exhibit space, ABC Kids Expo is currently the fastest-growing trade show in the nation, and ranks 38th out of the 100 largest trade shows in North America (Trade Show Executive 2012). This yearâ&#x20AC;&#x2122;s show, taking place from October 15 to 18 at the Las Vegas Convention Center in Las Vegas, is the 11th annual ABC Kids Expo. The show will feature its popular exhibition spaces, as well as the new Invention Connection. These spaces highlight new trends and products in the industry.

N ew Product S howca s e

This showroom, adjacent to the trade show floor, spotlights the lat-

est products. The showcase kicks off with an exclusive reception for media attendees and independent specialty retailers the evening before the show starts.

N a tura lly Kids

This juried showcase focuses on environmentally friendly products, which are healthy for families and young children.

M odern Child

With a record number of exhibitors this year, this juried showcase features innovative, contemporary designs and high functionality over a number of product categories.

M a tern ity S q ua re

This showcase features maternity clothing and lingerie, personal care, and beauty products. With record-breaking exhibitor presence this year, Maternity Square will also feature fashion and accessory items such as diaper bags, nursing products, slings, and covers. Its live runway show of maternity wear and gear is anticipated to be bigger than ever.

2 01 2 a t a g la n cE

Buyers: 4,343 Sales representatives: 435 Retail stores: 1,871 Exhibitors: 761 Exhibit booths: 2,978 Media: 401 Media companies: 188 Government/Special services/Other: 25 Total attendance: 10,123 Buyer countries represented: 66 First-time exhibitors: 234 First-time exhibitor booths: 278

SPECIALTY TOYS & GIFTS

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In v en tion Con n ection

The newest showcase addition, the Invention Connection will include new products that are still in the prototype stage or ready for production. Last year’s ABC Kids Expo represented more than 65 countries. Two international pavilions—The UK Pavilion and The China Pavilion—will debut at this year’s show with overseas manufacturers that will introduce new products to the U.S. market. The UK Pavilion will be hosted by Harrogate Nursery Fair in partnership with the Baby Products Association, and The China Pavilion will be hosted by Children-Baby-Maternity Expo. For more information, visit the show’s website www.theabcshow.com. The wesbite features an exhibitor list, show information, and travel and lodging guides. ●

s prin g educa tion a l Con feren ce & tra de s how All Baby & Child recognizes that the time and expense of attending a show can be difficult for independent specialty stores, and therefore also hosts the ABC Spring Educational Conference & Trade Show (ABC SEC). ABC SEC is the first annual event designed exclusively for the juvenile specialty store market. The sixth annual ABC SEC will take place at Walt Disney World Florida from May 20 to 22.

All photos are from ABC Kids Expo 2012 Left page: Snapshots from the Runway Show at Maternity Square Right page (top to bottom): A check for the 2012 contribution from the ABC Kids Expo to the Kids in Distressed Situations organization, Bestever Inc. booth, and Baby Björn booth

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A B C Kids Expo 2013 DELTA CHILDREN’s new collections allow kids to fill their bedrooms and playrooms with their favorite characters. The Teenage Mutant Ninja Turtles and Sofia the First collections both feature two toddler bed options, a desk chair, and a six-bin toy organizer. The Sofia the First collection also features a nine-bin toy organizer and an upholstered chair for reading and relaxing fun. The Lighting McQueen plastic convertible bed is shaped like a car and features the speedy protagonist from Disney and Pixar’s Cars. Characters from The Little Mermaid and Disney’s Frozen are both featured on Room in a Box collections, sold exclusively at Toys “R” Us this December. The Room in a Box sets include a canopy toddler bed, a metal multi-bin organizer, and a fabric toy box. Both properties are also featured on upholstered chairs. Also from Delta Children is the Minnie Mouse twin bed collection, which includes a twin bed, a nightstand, and a dresser.

Sofia the First upholstered chair

HABA’s Uppsala line for newborns features modern fabric toys in shades of beige, brown, blue, and yellow. The new line features the Mobile Uppsala. The mobile features an elephant and a lion that also double as clutching toys. The elephant squeaks and the lion rattles. Also included in the line are the Cuddly Lion or Elephant, the Clutching Toy Lion or Elephant, Piling Cubes, and the Discovery Ball.

Teenage Mutant Ninja Turtles toddler bed

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Squigz, from FAT BRAIN TOY CO., are comprised of eight different shapes and are made from high-quality silicone rubber. Using suction construction, kids can assemble Squigz into a variety of shapes and structures. Squigz stick to virtually any flat surface—bathtubs, walls, windows, lockers, tabletops, and desktops—with no residue. Designed for kids ages 3 and up, Squigz allow kids to explore their creativity and artistic building abilities through fun and the binding force of suction. pipSquigz are designed for kids ages 6 months and up, and feature three bright shapes that invite little hands to explore using vision, hearing, touch, and movement.

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A B C Kids Expo 2013 CLOUD B enhances its Twilight Turtle with a sound option and introduces Twilight Turtle Tunes. Utilizing the free Twilight Turtle Tunes app, parents and caregivers can choose from a pre-set library of melodies and sounds that can be mixed and matched to create their own customized mixes to play via the Twilight Turtle Tunes’ speaker box. A premium app will also be available, which adds the option to access personal music libraries to create unique mixes. Via Bluetooth technology, the melody and twilight effect can be programmed for up to 24 hours. For traditionalists or those without Bluetooth, Twilight Turtle Tunes comes with a default soothing ocean waves sound. Like the original, Twilight Turtle Tunes glows in blue, amber, and green, and projects the constellations. In the Bluetooth version, the colors morph from one to another every five seconds.

PURE PLAY TOYS, a company focused on producing “kid-powered” toys, introduces the All-American Wooden Lawn Mower and Vacuum. The lawn mower or vacuum is an entertaining push toy for toddlers that comes in red, white, and blue. Made in America out of maple wood, the push toy is durable. As the drum spins, the wooden pegs make a pleasant sound. The push toy is designed for kids ages 1 and up.

CREATIVE BABY INC. introduces the i-Mat: My Animal World. The product is the first in a series of themed, interactive foam mats. The colorful mat is made of four interlocking soft sections that are activated when used with the Voice Pen. Kids can touch the Voice Pen to a word bubble on the mat and hear a word, music, or a foreign language (English, Spanish, and Chinese) translation. Newborns can enjoy the mat without the pen, as it is phthalate-, lead-, and heavy metalfree, and can be easily wiped clean. Two more themed adventures, i-Mat: My Alphabet and i-Mat: Under The Sea, are planned for release this fall. When new mats are introduced, parents can connect the Voice Pen to a computer, download the new sound file from Creative Baby’s website, and explore new i-Mat adventures. For tots ages 3 to 6 there are advanced programs for the Voice Pen, such as interactive talking flash cards, posters, wall decals, stickers, and books.

The 3-in-1 Galoo Rock’n’Rider, from TEEBOO, features 13 interactive functions with a moving mouth, a moving tail, and 19 interactive sounds. Galoo converts from a rocking to a rolling pony. Kids ages 3 and up can feed it the included plush carrot and groom it with the brush. The packaging doubles as Galoo’s stable.

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A B C Kids Expo 2013 PLAN TOYS introduces the Play Park for kids ages 3 and up. The Play Park is loaded with family activities and features that keep parents and kids entertained for hours. This set includes a cable car that moves from the ground floor to the top level, three family figures, two bikes with a moveable bike parking area, a glider, a shop and resting area, a climbing ladder, and a turnable wind turbine. Plan Toys also introduces a variety of other products, including Fairy Tale Blocks, Monkey Bowling, Click Clack Tree, the Bio Scoot, and more.

The Desert Tortoise puppet, from FOLKMANIS, has a patterned fabric shell and life-like coloration. The tortoise has a moveable mouth and legs that can retract into his shell. The Red Octopus puppet has eight moveable arms. Each arm features realistic printed suction cups on the underside. The Red Octopus puppet literally fits like a glove, instantly coming to life. Both puppets are deisgned for kids ages 3 and up.

Eco-Bonk Wildlife Series, from PUERI ELEMENTAL, is a collection of interactive play pals for children to tumble around with, embrace, and enjoy. Eco-Bonk is developed, manufactured, and assembled in the U.S. The plush cover is handmade from 100-percent certified organic cotton fabric that is custom-fitted to the unique pearshaped inflatable. The animal characters are screen-printed using water-based inks, which are non-toxic and do not contain phthalates, lead, heavy metals, volatile solvents, or O-Zone-depleting chemicals. When disposed of in an active landfill, the vinyl is able to naturally degrade over some period of time greater than one year and exponentially faster than ordinary vinyl films that can take thousands of years to break down into the earth. Pueri Elemental donates 1 percent of proceeds to Wildlife Alliance. There are three styles available: Logan the King Penguin, Abigail the Asian Elephant, and Jackson the Grizzly Bear. Innovative digital storybooks featuring Eco-Bonk animals are coming soon. UNCLE GOOSE reveals its latest set of decorative wooden blocks with the introduction of Big and Tall. The set includes bold hues, a number of patterns, and a custom-designed alphabet with punctuation symbols. The 20-piece set has been stretched and pulled to feature 12 blocks that are double the height of traditional wooden blocks and eight standard blocks. This latest introduction from Uncle Goose represents the 10th Uncle Goose product developed in partnership with House Industries.

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A B C Kids Expo 2013 GREEN TOYS’ Shape Sorter puts an eco-friendly spin on a classic play pattern. Made in the U.S. from food-safe, 100-percent recycled plastic milk jugs that save energy and reduce greenhouse gas emissions, the Shape Sorter helps develop recognition of shapes and colors while encouraging hand-eye coordination, problem solving, and fine and gross motor skill development. The two-part elliptical Shape Sorter and eight colorful shapes are dishwasher safe and recommended for kids ages 6 months and up. Green Toys will also introduce its Rocket, Tractor, Ferry Boat, and First Keys, all eco-friendly toys for young kids.

SPEED STACKS designs high-tech sport stacking cups endorsed by the World Sport Stacking Association for competition. The Speed Stacks StackPack provides what stackers need to get started. The StackPack includes a choice of cup color; a Gen3 StackMat (timer and mat); and the StackFast DVD loaded with instructions, World Championship highlights, and Sport Stacking techniques and competitions. The new Minis are available in a rainbow pack. The Minis are two-and-a-half times smaller than regular-sized Speed Stacks.

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The miniBee, from PARENTLAB, is a travel bassinet engineered with the same “pop” open-andclose mechanism as its big brother, the journeyBee. Weighing only five pounds and smaller than most purses, the miniBee comes with a durable outer case, handles, and comfortable shoulder straps. It is easy to set up, requires no tools, and makes traveling with a new baby simpler. The crib’s front and back panels are made of mesh material, providing clear visibility in and out. The miniBee is recommended for babies up to 6 months.

MANHATTAN TOY’s collection of baby and toddler toys introduces new toys based on classic play patterns and developmental skills. The colorful wooden Playtime Activity Cart has a push handle for easy steering and a sturdy, nonwoven storage pouch for little ones to carry their favorite things. Its wooden wheels have rubber traction to glide smoothly across the floor. Each side of this cart, designed for kids ages 1 and up, features multiple activities, including spinning gears and shape mazes. The wooden toy line also includes the Roll-Along-Bear Shape Sorter, Puzzle Time Pals, Skwish Stix, and Soft Teether Pals.

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A B C Kids Expo 2013

The Starry Night Dream Station, from B KIDS, is the first night light designed to gently soothe baby to sleep. Smart light sensor technology detects day or night and automatically turns on or off depending on the brightness of the room. The soft light provides baby with a soothing sense of security, while also allowing enough light for parents to make a quick diaper change or midnight feeding. Also, when the “asleep function” is activated, additional calming lights are projected with classical melodies and natural sounds, ultimately soothing baby. The Starry Night Dream Station is for all ages. The Tap ’n Tilt Roller Rack helps kids ages 18 months and up foster early shape, color, and size differentiation skills. Toddlers can tap the ball through the holes and watch and listen as they roll back down the track. The set also includes a rattle ball that makes rattle noises. Kids ages 6 months and up can learn letters, numbers, and more with the ABC Touch Pad, an interactive light and sound touch pad. Multiple game modes keep infants entertained with fun features.

The Wonder Trix Track 2-Way Flipper, from WONteaches kids about motion and speed. By creating their own easily-constructed track designs with a special connecting system, kids can route the marbles throughout the set. The flipper piece attaches to anywhere on the track, and kids can watch to see which way the marble will roll next as they race a friend’s marble or construct new sets. Other products featured from Wonderworld include the Handy Doctor Set and Fun Safari Collection. DERWORLD,

Starry Night Dream Station

GREENPOINT BRANDS has introduced its MyNatural plant-based Eco-Teether, a baby-safe, soft-comfort, bio-resin teething product. BPA-, PVC-, latex-, and phthalatefree, the plant-based Eco-Teether features stylish, functional, multi-sensory surfaces that sooth a young kid’s tender gums. Made from natural, healthy ingredients, such as corn, potato, and sugar cane starch, the blue, green, and pink pastel teether has easy-grip, animal-shaped handles for babies ages 3 months and up. The teether features a dinosaur, a pony, or an elephant.

My Busy Barn, from ALEX TOYS’ Alex Jr. line, features six sides of activity on a high-quality wooden barn. Kids ages 18 months and up can discover barnyard surprises on each panel by spinning the gears, sliding the sliders, opening the barn doors, and more. My Busy Barn builds motor skills, provides tactile stimulation, and helps in early letter and number recognition.

For more ABC Kids products, see page 137.

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From time-tested classics to modern-day marvels, science toys let kids have fun while they learn.

by Christine Duhaime ot all science toys are created equal. Today’s kids live in a even open the box. The presence of their favorite character or superhero world oozing with technology, discovery, gizmos, and gadg- is often enough to capture kids’ attention and to interest them in the acets—and toy store shelves reflect this environment. Classics, tivity within. Uncle Milton has done this with the Marvel Science Spidersuch as volcano kits and fossil excavation sets, will always retain their Man Web Creator Lab, which lets kids make red or blue webs, web balls, charm and their ability to excite and inspire kids. However, more high- or web nets, which they can then use for further play with others. The tech items, such as solar-powered robots and hovercrafts, are the toys of Young Scientists Club’s Clifford Rainbow Science Kit features the lovable today—and tomorrow. Clifford the Big Red Dog. The kit There is immeasurable value in teaches kids about rainbows with varscience toys. Kids gain knowledge and ious experiments such as Catching a understanding of the world around Rainbow and Moving Colors. them by immersing themselves in a There will always be room for the hands-on activity that lets them comclassics, and with so many options, prehend how things work, where parents may forgo the modern choices things come from, or how to use one for a good old-fashioned excavation thing to power another. Providing kids kit, such as Geoworld’s Tyrant King Twith fun and exciting alternatives to Rex model kit. Kids get to dig for dimind-numbing video games or TV nosaur “bones,” and then assemble the shows is a great way for parents and model and display it on a rock-like caregivers to encourage learning and base. The Orb Factory’s Curiosity Kits positive play, even outside of school Lava Rock Volcano set is one many hours. parents can not only enjoy as well, but Hovercrafts, once a thing of sci-fi have also likely experienced themand fantasy, are now a reality. Thames selves when they were young. Kids & Kosmos offers kids the opportunity design their own volcano, and then to build their own working hovercraft mix common household ingredients to Iron Man Repulsor Ray Tech Lab, from Uncle Milton create a chemical reaction that causes with the Air Stream Machines kit. The the volcano to “erupt.” kit teaches kids about air mass and air Learning is a lifelong process, and kids can have fun learning even pressure by letting them experiment with propellers, impellers, blower motors, and fans. Kids can even build a batting machine that suspends a after they leave the classroom. With so many options available today on mobile devices and computers, science toys are a refreshing way to keep ball on top of the stream of air. ● Licensed science items are a great way to engage kids before they kids’ minds active and promote healthy and productive play.

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Science, fun, and learning collide with RAVENSBURGER’s debut collection of Science X activity kits. These hands-on biology, chemistry, and physics sets are designed to draw out kids’ natural curiosity and encourage exploration and discovery. The collection includes 10 kits in three different sizes at different price points: four “minis,” four “midis,” and two “maxis.” Each set features illustrated manuals and easy-to-do, success-based projects that encourage kids to become active scientific explorers. The Science X maxi kit assortment, for kids ages 10 and up, includes Electronics, Circuitry, and Crystals and Gemstones. Midi Science X offerings include CSI: Crime Scene Investigations, Nature’s Energy, Simulating Nature, and Exploring Careers. Midis are designed for kids ages 8 and up. Science X mini kits, designed for kids ages 8 and up, include 3D Optics, Secret Codes, Crystal Magic, and Magnetic Magic.

THE ORB FACTORY’s Curiosity Kits Lava Rock Volcano combines art and science when kids design their own volcano and create a chemical reaction. Kids ages 6 and up can use plaster and paint to turn a domed base into a realistic volcano. They can then add a tube, funnel, and squeeze bottle to control the size and timing of the eruptions. The chemical reaction is made by combining vinegar and baking soda. Kids can also add fake gravel and red coloring to make foaming “lava.”

SPECIALTY TOYS & GIFTS

The Tyrant King T-Rex model kit, from GEOWORLD, lets kids enjoy the thrill of a scientific expedition for fossilized dinosaur remains. The kit includes a 1:10 scale, 54piece model that assembles into a T-Rex that is 42 inches long, and a rock-like base on which to display the model. The kit also includes a poster with instructions and an illustrated book on the T-Rex that describes its environment, characteristics, and habits. Also included is a replica of a T-Rex tooth in cross-section, hidden in the gypsum brick for kids to unearth using the included chisel.

With the Kid Concoctions Grow a Crystal Dino, from ALEX TOYS, kids can watch a crystal dinosaur grow right before their eyes by using the magic liquid crystal. The set includes a pre-cut, colored paper dinosaur, palm tree, and bush, and it comes with two trays and instructions.

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With the Air Stream Machines kit from THAMES AND KOSMOS, kids can build a working hovercraft that glides across smooth floors or flat water on a cushion of air. Kids learn that though air is invisible, it still has mass and can support heavy objects under the right circumstances. Kids can experiment with propellers and impellers to learn about air pressure and air flow. The models in the kit use a unique blower motor and a safe, soft-bladed fan to drive a series of models including hovercraft, centrifuge, and fan-powered cars. The blower motor uses an impeller to increase the air pressure under the hovercraft, while the fan creates a stream of air to push the vehicle forward. Kids can build 10 models that investigate the hovercraft and other machines that rely on air pressure to function. Kids can also construct a batting machine that tosses a ball upward on a stream of air; assemble a basketball launcher and practice shooting hoops with air power; and make a fan-driven car that drives forward, propelled by a stream of air. The kit includes a full-color, 32-page experiment manual and 59 building pieces, and is designed for kids ages 8 and up.

LEARNING RESOURCES introduces the Primary Science Test Tubes and Dropper, which lets kids conduct experiments with two sturdy plastic test tubes featuring easy-on-and-off caps and an eyedropper. Kids ages 3 and up can test and measure at home while also building fine motor skills. An included stand keeps the tubes in place. The Primary Science Plant and Grow Set features an observation jar and a rooting tray and encourages kids to learn about how things grow. Clear pots allow for obvservation, and the included trowel is sized for little hands. The set includes 10 activity cards, and is for kids ages 3 and up. Primary Science Plant and Grow Set

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EDUCATIONAL INSIGHTS debuts Nancy B’s Science Club, a new line of science tools for kids. Each item comes with a journal packed with more than 18 pages of activities, and is supported by the Nancy B’s Science Club website. The MoonScope and Skygazer’s Activity Journal includes a MoonScope with a magnification range from 18x to 90x, 4mm and 20mm glass eyepieces, a finder scope, a moon filter, a tripod with built-in red LED light for reading, a moon map, and a 22-page journal filled with astronomy activities. The Crime Solver Scope and Forensic Activity Journal includes a combined 5x telescope and 5x microscope, and a 22-page journal. Nancy B’s Microscope and Activity Journal includes a 30x–400x light and dissecting microscope with a rubber eye cup and focusing knob; a full set of scientific tools including tweezers, a scalpel, a spatula, a stirring rod, a test tube, a pipette, seven coverslips and slide labels, four prepared slides, seven blank slides, a petri dish, a specimen vial; and a 22-page activity journal. The AquaScope and Underwater Wonders Activity Journal includes a telescoping underwater viewer with 5x magnification, a built-in LED flashlight, a built-in ruler, a thermometer strip, a soft rubber eye cup, water-resistant housing, and an 18-page activity journal. The Binoculars and Wildlife Activity Journal includes 4x magnification binoculars with adjustable eyepieces, 30mm optics, a centerfocusing knob, a built-in compass, rubber eye cups, rubber body grip, a breakaway strap, and a 22-page journal packed with nature activities. Nancy B’s Microscope

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MAYKAH INC. introduces two different versions of Roominate for girls ages 6 and up. Designed by female engineers, Roominate is a doit-yourself, wired dollhouse building kit that will get girls excited about science, technology, engineering, and math (STEM). Through hands-on building and circuits, Roominate combines creativity, engineering, and fun. The Basic Roominate contains everything girls need to build a miniature room: Building pieces to make bunk beds, water slides, staircases, fridges, and more. Girls can wire up a windmill, an elevator, or a merry-go-round that actually works using the motor circuit. The wall and floor panels can be configured to build two-level structures, balconies, or backyards. The Deluxe Roominate contains twice as many pieces for girls to expand their creations, including four wall and floor panels, 48 modular building pieces, 16 connectors, a motor, a light, two switches, two battery packs, 20 sheets of colored paper, two rolls of shiny tape, 24 inches of string, four pieces of felt, and eight sheets of stickers.

New from UNCLE MILTON, the Marvel Science Iron Man Arc Reactor Lab lets kids build their own Arc Reactor just like Tony Stark. Kids can then solve it by mixing and matching the power chips to get different light and sound reactions and find full power-ups. There is a different solution every time. Kids can display the lightup Arc Reactor with the included display stand. The Marvel Science Spider-Man Web Creator Lab lets kids create spider webs just like SpiMarvel Science Spider-Man Web Creator Lab der-Man. Kids can liquify, inject, and extract their own webs using the all-inclusive lab to create red sticky webs, blue stretchy webs, web balls, and web nets. Webs cling and suction to windows and can be flung at villains. The web balls bounce and splat. The reusable web gel lets kids make different spider webs over and over again.

Clifford and his friends love exploring the world around them with the new Clifford Rainbow Science Kit, from THE YOUNG SCIENTISTS CLUB. With this colorful kit, kids learn all about rainbow science with a colorful 20-page manual that guides young scientists through experiments with catchy titles, such as Milk Rainbow, Mixing Colors, Rainbow Star, Ceiling Rainbow, Moving Colors, Chromatography Bookmarks, Colored Bubbles in Oil, Colored Bubbles in a Tube, Catching a Rainbow, Rainbow Glasses, Rainbow Spinner, and Rainbow Explosions. Kids ages 3 and up can use the included lab tray, measuring cup, test tubes, pipette, and funnel to perform their experiments.

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The Cosmic Observatory Projector, from POOF-SLINKY, lets kids ages 8 and up transform their room into a personal planetarium. The dome projector rotates 360 degrees, giving kids a view of 24 amazing nebulae and more. The set contains a projector, three changeable slide discs, two image domes, and an instruction sheet.

For more great science toys, see page 140. SPECIALTY TOYS & GIFTS

Making a Case for Mass

Pitching Specialty Products to Mass Retailers

by Amy Opheim, owner, C3 Marketing and Copywriting

t’s show time! The official start of the 2014 sales cycle is marked by Fall Toy Preview in Dallas. The show provides an opportunity for manufacturers to present product to mass market buyers, whose buying cycles are longer than that of specialty toy store owners. While some product features make perfect sense in specialty—high price point, niche audience, not-so-self-explanatory—the mass market is the Holy Grail for many toy and game manufacturers. But with fewer mass market outlets than ever and thousands of products competing for a very limited amount of shelf space, how can specialty manufacturers catch the eye of mass market buyers? A sales representative who specializes in selling to a specific massmarket account can help with lots of the legwork. They can help explain which aisle a product belongs in, who buys for that section, what is currently on the shelves, and how mass market buyers might feel about bringing in a new product. They’ll also explain the timing, fulfillment, and pricing requirements for that account. But, specialty manufacturers themselves are the ones who are the most vested in getting their products on the shelves, so they are the ones who can make the most persuasive argument. Assuming the product line doesn’t feature the hottest kids’ property du jour and there is no extensive TV campaign, one very compelling argument to make to a mass market buyer is to show a proven track record of success in the specialty channel. Of course, success is subjective, so here are some key numbers you can track to help make your case: Number of Doors: There are more than 15,000 toy stores in the U.S. How many of them carry your products? How long did it take you to reach that number? Number of Reorders: Selling something to someone once is one thing, but getting reorders is key. What percent of your accounts have reordered? How many times did they reorder, on average, last year? Number of Product Sold: In total, how many pieces of product did you sell last year? Get Testimonials: Sometimes the personal touch can make

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a difference. What do store owners have to say about your line? How do they feel it moves in comparison to other products? Can they share any anecdotes (ideally about how customers were lined up to get in and buy your newest release)? Your reps can help you capture these statements. Awards Won: Which awards has your product won? Some awards programs offer entrants the testers’ scorecards and comments, which you can use to grab powerful quotes. Press Hits: Did you get good media coverage for this product in its first year out? Which TV shows, magazines, and newspapers mentioned your product? Social Media Sensation: Did you make a splash online? How many Facebook followers does your brand have? How many of them entered contests to win your product? How many bloggers are talking about your product? What are they saying? Research: Who is your key competition in the mass market? How are they doing? Why is your product better? And, speaking of social media, ask your followers if they’re shopping at the store you’re pitching—it would be great to be able to tell Target that 95 percent of your followers are also Target shoppers. It’s All About the Booth: You’ll need to prove that you are a serious player who’s in it to win it, so your show booth needs to make a serious impression. Invest in the space you need to properly showcase your product, but don’t go so big that it feels empty. Go for professional signage and merchandising units and have your pitch down pat. Cross Your Fingers: Sometimes a buyer’s decision comes down to a gut reaction or a personal connection to your product, so think positive and keep your fingers crossed! ● Amy Opheim is the owner of C3, a consultancy helping toy industry partners create clear, concise, and compelling marketing strategies. For more information on C3’s marketing and copywriting services, call (562) 972-1855 or email amysnowopheim@gmail.com.

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WHAT’S NEW

MANHATTAN TOY’s Motorworks offers kids two very different experiences: First, there’s the hushed, intent focus as they build their own customized car, and then it’s “Vroom! Vroom! Screech!,” as they race the car around the house using their imaginations. Manhattan Toy recently added SPP Super Speed Power Pack 1.0 to its Motorworks collection, designed for kids ages 3 and up. This car has customizable accessories to jazz up any ride. The body is made of European beech wood and has smooth rolling wheels. The Super Speed Power Pack also has a convertible chassis allowing kids to mix, match, and snap-on other Motorworks accessories. The removable wheels, accessories, and cab are also interchangable with other Motorworks vehicles.

Petunia Ballerina Mouse, from DOUGLAS CO., is available in two sizes: 9-inch and 20-inch. Petunia features soft, silky, white textured fur. Her ballet shoes are pale pink to match her tutu skirt. The insides of her oversized ears are satin pink, and her neckline is adorned with a gemstone pink necklace. She is a prima ballerina. Whether kids are looking for a companion at The Nutcracker or just some cuddle time, Petunia will make the perfect plush buddy. Douglas Co. has also added the Tutu Clutch and Tutu Cute Ruffle Tote to the Christine Clarke Sassy Kidz fashion collection, sold separately, to accompany Petunia’s ballet-inspired ensemble. STARTING TIME’s My Mini Golf is a portable indoor and outdoor golf putting kit for golfers and non-golfers alike. The kit is designed as an interactive training aid for veteran golfers and those new to the sport to develop, improve, or maintain putting skills. My Mini Golf can be played on any smooth surface and is fun for the whole family, whether kids are getting in some practice or just engaging in some friendly competition on the living room carpet. The kit is available as a full 19-piece set, a front-nine set, or a back-nine set.

LITTLE PIM, a foreign language-learning program for young children, has introduced a special-edition product line available exclusively at select Toys “R” Us stores nationwide. The new Spanish, French, Italian, Chinese, and English Little Pim Discovery Sets each include three DVDs and a Little Pim plush panda toy. The sets utilize Little Pim’s unique Entertainment Immersion Method to provide total immersion into language for kids, while using animation to engage the learner’s love of play. Little Pim’s repetition technique helps children retain new vocabulary.

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Changing Brick-and-Mortar Stores One Byte at a Time: Sell more in your stores using smartphones and tablets by Ken Levy, CEO and co-founder, 4-Tell

o matter how much useful technology we add to the retailing process—and we’re just getting started— there is a core business principle at work behind whatever technology is being used. In other words, “the customer is always right” still rings true. In the matter of online shopping versus in-store shopping, consumer behavior is forcing the retail industry to adapt and expand its vision of what it means to shop. To be or not to be? To shop online or in a physical store? As it turns out, consumers like doing both. To them, it’s not an either-or existential question; it’s simply a question of what works best at the time. The crossover has begun with traditional big-box retailers digitizing their in-store experience and online-only stores opening up small stores or pop-ups in physical locations. Furthermore, mobile technology has been so rapidly embraced by consumers that they are bringing it into stores. By merging mobile technology with in-store experiences, traditional retailers can use these trends, along with their brickand-mortar merchandising expertise, to lead with technology and gain the competitive advantage.

ing bytes with bytes by using the best e-commerce solutions and going digital inside their own stores. The new name for this retail sales model is “assisted selling.” Clearly, change is not just in the air, it’s inside the store.

Converting Showroomers Inside the Store Using mobile technology for better, more personalized service is becoming the new normal. From Walmart to Toys “R” Us, it seems every major retailer is fitting handheld tablets into its sales formula. If sales representatives aren’t walking around with one, it’s tethered to a cash register or counter. Helping customers find the right product at the right time is still the best way to increase sales and strengthen the bonds of customer loyalty. Today’s retailers face sales staffs with high turnover, and even veteran sales staff cannot be knowledgeable about all of the products. Handheld tablets put product knowledge in the hands of the sales person, helping him or her make on-the-spot product recommendations to satisfy a customer and complete a sale without having to wait in line. Anyone who’s been to an Apple store knows how effective this can be. It’s personalized shopping and customer service at a whole new level.

Change is Not Just in the Air In a New York Times article published last December, Andy Dunn, CEO of online apparel store Bonobos, admitted that even though e-commerce is growing fast, “that doesn’t mean the offline world is going away; it just means it’s changing.” Changing is an understatement. Physical stores are not just moving furniture around and swapping out window displays. They’re fight-

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Digital Marketing Inside the Store Many major retailers have a mobile app or are working to develop one. In addition to enabling e-commerce any time and place, many are also contextualized, location-based marketing drivers. The mobile app for the craft supply store Michaels is a good example. Having the mobile app allows Michaels to effectively deliver coupons and discounts at the exact right moment. Using geo-location, the Michaels app knows when

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consumers are near one of its stores. Targeted promotions are then pushed to the user’s mobile device. It also knows when a consumer has entered a store, further enabling personalized promotions and coupons that can be used immediately at checkout. The mobile app enables Michaels to have real-time engagement and messaging for true one-to-one personalization.

“By merging mobile technology with in-store experiences, traditional retailers can use these trends to lead with technology and gain the competitive advantage.”

Leading Retailers Embracing Technology Those embracing the retail revolution with technological advances are ultimately creating a closer connection to their customers by not only recognizing them as they move between online and brick-and-mortar environments, but also merging the two channels to increase engagement. It is clear customers

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want this superior shopping experience, whether virtual or physical, and that’s what cutting-edge retailers can offer. This is the new math of retailing: Physical stores that harness the power of mobile devices create more engaged customers and increased sales. n

Ken Levy, PhD, is CEO and co-founder of 4-Tell, a technology company that increases sales for online retailers with personalized cross-sell and up-sell. An acknowledged thought leader in the rapidly evolving space of cross-channel personalization and product recommendations, Ken is passionate about helping merchants provide online shoppers the best experience possible. You can reach him at Ken@4-Tell.com or by visiting www.4-Tell.com.

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ORGANIZE HOW TO

TOY FAIR

AN INTERNATIONAL The Toy Book takes a look behind the scenes at Spielwarenmesse

whole year for six days? This is exactly the amount of time required by the fair team to organize the Spielwarenmesse. With 2,700 exhibitors, 72,500 visitors, and covering an area of 170,000 square meters, it is the industry’s largest trade fair in the world. As Katharina Janotta, project management director, Spielwarenmesse eG says: “There’s a lot more to organizing a leading international fair than just allocating booths. A huge amount of work goes into wowing the toy industry with fresh ideas every year. However, with an experienced team you can do it.” By all accounts, the toy fair team works extremely well together. It already starts gathering impressions for the next year during the current fair. Later on, these impressions are incorporated into the respective team projects.

Brainstorming Many people think that after the show ends, the toy fair team goes off on holiday for a couple of weeks. “To begin with, I would often be asked what I did all the time when there was no fair,” says Janotta. She knows that the period shortly after the fair is the most precious and workintensive of all. “It’s when impressions are still fresh in our minds,” she says. “It’s when we sit down and work out new ideas together.” Interdisciplinary workshop teams are put together from all departments to ensure lots of different ideas and suggestions for the upcoming fair. The industrious fair team works intensively until the beginning of April. On Strategy Day, all workshop teams meet to exchange results and ideas. These ideas are valued by toy fair exhibitors and visitors alike. Attendance figures have remained more or less

Getting Started Still fired up by the adrenaline of the fair, all Spielwarenmesse eG employees meet up right away at the end of February to discuss the results of the fair. Project management, marketing, the board team, information and technology, finances, and public relations, in particular, address the following question: How was the fair and what can we do even better next year? Each employee reports both positive and negative events at the fair and goes over his or her projects. This ensures that ideas that didn’t work so well the first time around are revised or even sometimes binned. It is this annual critical review of all assignments that paves the way to continued development. At the end, a decision is made on which projects to follow up in workshops.

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Janotta, who is already on her way to the next meeting with her team. Voices can be heard from next door in the office of Marketing Manager Christian Ulrich: “OK let’s do it this way. Great idea.” Just like the project management team, all the other departments are busy hatching new ideas. Find out more about the Spielwarenmesse marketing team and its fair preparations in the next issue of The Toy Book. ■

Spielwarenmesse: January 29 to February 3 For additional information, visit www.toyfair.de. To purchase tickets for Spielwarenmesse 2014, please contact: Jerry Kallman, Associates Inc. Tel.: +1 (201) 652 7070, Email: jerry@kallmanexpo.com. constant over the years—despite the global financial crisis. Some exhibitors complete their registration forms for the next year while at the fair. “Around 90 percent of companies that exhibit at the toy fair become regulars,” Janotta says. Any free booths are snatched up by new companies. Shortly after the fair, the project managers scout for new interesting companies and products. “Sourcing new exhibitors is important to ensure that our fair remains a magnet for the industry,” says Janotta.

Showtime Proof of the attractiveness of Spielwarenmesse is in the 72,500 trade visitors who come to the fair from all over the world. Prompted by the many requests at the fair, the Exhibitors’ Lounge was opened in 2005. It is the central meeting place for new and long-standing exhibitors, and for people in search of information about where and how to present their products at the fair. All prospective exhibitors are supplied with informational material and registration forms for the upcoming fair. Janotta’s 11-strong project management team makes sure of that. There is a project manager for each product group. The project managers are the contacts for the exhibitors whom they advise. They plan the halls to satisfy even the most unusual of exhibitor wishes, not always an easy task, true to the adage that nothing is impossible. “After all the work, the greatest feeling is to see the fair in full swing, with satisfied faces all round. Then my team and I know that we have done our job well. Fair work is, and remains, teamwork,” summarizes

SEPTEMBER/OCTOBER 2013

More new features at Spielwarenmesse! After a construction period of more than a year, Spielwarenmesse eG will open hall 3A at the Nuremberg exhibition center for the 2014 fair. The new hall is also the home of the TrendGallery. This special show introduces the most exciting trends and new products in one area, brought together by a TrendCommittee of nine experts. The third component of the TrendGallery is the Toy Business Forum. This free knowledge forum offers information about current market developments and marketing trends. Toy retailers can bring their knowledge up to date on various topic days. Exhibitors can apply for an additional product presentation slot in the TrendGallery from September onwards. All further information about the new special show is available at www.toyfair.de/trendgallery.

THE TOY BOOK • 125

T o y o g a c i h C & Game Week by Mary Couzin, CEO and co-founder, ChiTAG Group

hicago Toy & Game (ChiTAG) Week is like ComicCon International: San Diego meets American International Toy Fair with two important differences: 1) The public portions of ChiTAG attract families and kids (not fanboys); and 2) Everything takes place right before Black Friday, so the media is very attentive to the feel-good, family-friendly, and “what’s hot for the holidays” messaging. It also includes a series of events that celebrate innovation in the toy industry in innovative ways. The events span from November 21 to 24. Event descriptions and links to each event’s website may be found at www.chitag.com. You can participate in or attend as many or as few events as you wish. The major events include: PlayChic Fashion Show November 21: This is an opportunity for brands to strike a pose, dominate the runway, and take the media by storm—just in time for the holidays. This one-of-a-kind fashion event pairs toy and game companies with renowned fashion designers who bring play brands to life with unique haute couture looks. It was a media hit in its debut last year, and it is already surpassing last year’s incredible media interest and number of PlayChic Fashion Show brands on the runway this year. Toy & Game Inventor/Innovation Conference (T&GCon) November 21 to 22: This is the industry’s preeminent, most comprehensive conference available to toy and game inventors and seasoned industry professionals from around the world. Aspiring inventors have the opportunity to meet with manufacturers one-on-one, and both content and

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contacts are unmatched. International Summit for Professional Inventors (ISPI) November 21 to 24: The exclusive, invitation-only conference for professional inventors to network and hear wish lists, objectives, and goals from presenting companies from around the world. New for this year are roundtable discussions for presenting companies to share insights to navigate the toy industry’s changing landscape. Toy and Game Inventor of the Year (TAGIE) Awards November 22: An elegant and playful evening to honor and celebrate the people behind the innovative and hottest products of the year. Last year’s event welcomed attendees from 18 countries. Chicago Toy & Game (ChiTAG) Fair November 23 to 24: This is the largest toy and game fair in the U.S. that is open to public. ChiTAG brings together consumers, families, inventors, manufacturers, retailers, educators, hobbyists, and the media at the start of the holiday season, to play, celebrate, discover, support, and promote the creation of toys and games. All of the events are about promoting play, competing better in the entertainment space, and highlighting the cre■ ative people behind playthings.

ChiTAG Fair 2012

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Q&A

WITH

MARCUS KENT

FOUNDER OF TOY INDUSTRY NEXT GENERATION

Marcus Kent, vice president sales and marketing for Hog Wild Toys and director and founder of Toy Industry Next Generation, talks about the new networking group for young professionals in the toy industry. What is Toy Industry Next Generation (TING)? TING is a new organization, created this year, to support the growth, development, and retention of young people in the toy industry. One of its first priorities is to serve as a networking platform for young toy industry professionals. As the group continues to grow, it will evolve. Our next priorities include creating and providing opportunities for professional development, community service, philanthropy, and, of course, continued networking. What prompted you to found TING? What sort of goals do you believe this networking group will accomplish? The idea for TING arose one night when I was out with a group of friends. We began sharing ideas about our business ventures and jotting down on Post-It notes our vision for a group of young professionals and what it could accomplish. I knew it was something I wanted to help bring to life. Next, I shared those ideas and visions with other young toy industry professionals, and together we formed the TING founding committee. The best thing about our founders is that each of us has different strengths and contacts in the industry—which was perfect to get TING off the ground. The group is organized around three strategic principles: gather, grow, and give. Our intent is for TING to help its members build successful career tracks and foster a high level of personal investment within the toy industry early in their careers through sponsored events, forums, and educational seminars. Why is it important to focus on the young professionals demographic? Young professionals are the future of any industry, and it is important to foster and retain young talent. Providing a sense of community and camaraderie among younger toy professionals and helping them build lasting friendships is a terrific way to accomplish that. What is the plan to continue the growth of your membership? Right now we are focusing more on building awareness for the group with gatherings that are open to everyone in the

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industry. We are collecting information from attendees and everyone who expresses interest, and will be increasingly using social media to connect to those who aren’t able to attend the events. We want to engage as many young professionals as possible as we move TING to the next level. What are the benefits of being a part of this networking group? Being a part of TING offers young professionals a sense of belonging in the toy industry. It also provides them with opportunities to meet other like-minded individuals to share ideas, experiences, and support, and to create long-lasting friendships. What is so great about TING is that it gives everyone the chance to learn from each other. How frequently do you hold these networking events? What do the events usually entail? TING held its first event during American International Toy Fair 2013 in New York City. Our next event will take place during Fall Toy Preview in Dallas on October 1. We plan to hold future social and networking opportunities at Toy Industry Association (TIA) events and other industry trade shows and conferences where there is a large representation of young toy professionals present. We will also work with TIA to develop some of TING’s educational programming. What is the TIA’s involvement in TING? How does the TIA's involvement benefit TING’s members? The TIA has been vital in helping us bring TING to life, providing guidance and encouragement. Receiving their support and endorsement was important for us because it gave the organization immediate credibility. The TIA values young professionals and is committed to helping to retain talent in the toy industry. TIA’s involvement with TING creates an even larger network of toy industry professionals to meet and learn from as the members continue to grow within the industry. For more information on TING and upcoming events visit n www.toyassociation.org/ting.

SEPTEMBER/OCTOBER 2013

Toys and TV: The Best Marriage Ever

Hanna-Barbera The Toy Equity of

Smarter Than Your Average Animation Studio

by Stuart Fischer

anna-Barbera is practically a household name, would happily license its characters to toy companies but it is not just another animation studio. It and other manufacturers to appear in other forms of was founded by two men, William Hanna and media. Toys were also created based on HannaJoseph Barbera, who created an empire that would Barbera’s various TV series and movies by compaleave its mark on TV and animation, as well as licensnies including Mattel and Hasbro. In this way, the ing and endorsements. The pair worked at MGM until studio made a great impact on the licensing industry. the studio decided to close its animation division. One of the oldest examples of Hanna-Barbera Hanna and Barbera had been involved in the producaligning itself closely with a toy company was for the tion of animated theatrical shorts, but saw new opproperty Magilla Gorilla, which Ideal Toys marketed portunities in the ever-expanding TV industry. for a long time during the ’60s. Both companies Hanna-Barbera’s first creation was The Ruff worked together to make sure that the toy was & Reddy Show, a TV cartoon similar to Tom and loyal to the TV incarnation and that the marketJerry, which both men worked on while at MGM. ing reached as many buyers as possible. RelaSoon they created other characters, including Huckletionships between Hanna-Barbera and the toy berry Hound, Yogi Bear, The Flintstones, The Jetsons, industry continued throughout later decades. Tonka, and Scooby-Doo. Many of the characters were not which had always been known for its trucks, by the only popular during the 1950s and ’60s, but they 12-inch Yogi Bear Plush, mid-’80s yearned to create characters for TV. It made from Jazwares deals with Hanna-Barbera for two products—The are still considered cartoon icons today. In addition to showcasing their own characters, Hanna and Gobots and Pound Puppies. Barbera were always interested in producing a good show, even The Gobots was a boys’ action toy line featuring robots that for creations that were not theirs. Over the years, they, with could change from vehicles to mighty robotic warriors and lived their agency, the Sy Fischer Co.—which made deals with net- in a universe all their own. It was very different from Pound works and syndicators—would contact the rights-owners of Puppies, which had both girl and boy appeal and featured lovproperties that they thought would be good as TV series. They able canines with sympathetic faces and personalities. The would then acquire the rights, develop the show, and pitch it Pound Puppies cartoon was almost tailor-made for Hanna-Barbera, which previously created some of the most popular anito one of the networks. Hanna-Barbera did this on numerous occasions for toy mated canines of all time in Scooby-Doo, Huckleberry Hound, companies, such as Kenner Toys and Tonka. It would share and Augie Doggie and Doggie Daddy. At a time when toy companies worked very closely with anthe revenue that the shows generated, including revenue from consumer products. The reverse was also true. The studio imation studios on collaborations that would help sell more

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product, and when studios could use those shows to draw in viewers and advertisers, Hanna-Barbera jumped at partnering on these two toys, producing them as big animated series for the first-run syndication market. Meanwhile, working with Kenner Toys, Hanna-Barbera created The Super Friends, a show featuring Superman, Wonder Woman, Batman, and other superhero characters published by DC Comics. It was a solid hit on ABC for years, and Hanna-Barbera and Kenner would later collaborate on a more colorful toy line and on giving the show a fresher look. But the most successful collaboration between Hanna-Barbera and an outside rights owner was for The Smurfs, which began as a Saturday morning cartoon in 1981. It soon broke records in TV ratings and as a licensed product line. Today, Hanna-Barbera is a subsidiary of Time Warner. Warner Bros. Animation makes any new cartoons based on Hanna-Barbera properties, while Warner Bros. Consumer Products handles all licensed goods. Although Hanna and Barbera passed away years ago, many of the properties they created TV series for live on. Scooby-Doo, for example, appears on board games and puzzles, from Pressman Toy; as plush, action figures, and in play sets, from The Character Group; and as a Pillow Pet, courtesy of CJ Products. Meanwhile, The

Smurfs, which ran on NBC for nearly a decade, has inspired new toys from a slew of licensees including Mega Bloks, BuildA-Bear Workshop, and Jakks Pacific. Fred Flintstone of The Flintstones, which had always been Hanna-Barbera's biggest show, can be found as a 12-inch pullstring plush doll that makes sounds, courtesy of Jazwares. Jazwares also owns the licensing rights to a number of HannaBarbera characters, and has produced plush dolls and collectible action figures based on Yogi Bear, the Jetsons, and Space Ghost. Hanna-Barbera may not be producing animated shows anymore, but the studio’s name isn’t going to disappear anyn time soon.

Stuart Fischer has worked at Universal Studios, where he helped develop shows to be sold to networks, as well as HannaBarbera Productions, where he developed shows to be sold to the networks and the first-run syndication market. Fischer has written books including Kids’ TV: The First 25 Years and The Hanna-Barbera Story: The Life and Times of TV’s Greatest Animation Studio, as well as magazine and trade journal articles. He has also created his own comic book, The Man-O-Saurs.

The Licensed Toy Legacy of Hanna-Barbera The Flinstones 2-inch six-figure Collectors Pack, from Jazwares

Scooby-Doo Pillow Pet, from CJ Products

Scooby-Doo Mystery Mates Five-Pack Mystery Solving Crew, from The Character Group Smurfs Beach, from Mega Bloks

SEPTEMBER/OCTOBER 2013

THE TOY BOOK • 131

marketplace

Industry

Classifieds Playtime Sales & Marketing Co. LLC A Toy Manufacturers Sales Representative Corporate Office 331 Piermont Road Norwood, New Jersey 07648 TEL: 201-784-7727 FAX: 201-784-1912 E Mail: murraybass@playtimesales.com // lensoyka@playtimesales.com

The Playtime Sales & Marketing Company, LLC. is a Toy and Electronics Manufacturers sales representative organization. Our prime focus is to represent Toy and Electronics Manufacturers to the Mass Market Retailers. The principals of our Company are Len Soyka and Murray Bass. Our only vocation has been in the Toy Industry. We are dedicated toy professionals.

BUSINESS DIRECTORIES

2013 Trade Show Directory $39.95 Independent Sales Rep Directory $69.95 Toy Wholesalers & Manufacturers $29.95 Now Available: Trade Show Exhibitor Mailing Lists, 2000+ Shows! We carry Salesman’s & Chain Store Guides 1-800-635-7654 www.forum123.com - Over 100 Titles Available The Toy Book Volume 29, Number 5 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Publishing Group, Inc.® Editorial and advertising offices are located at 307 Seventh Ave., Room 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2013 Adventure Publishing Group, Inc.® All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in U.S.A. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Publishing Group, Inc.® Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: The Toy Book, c/o Adventure Publishing Group, 307 Seventh Ave., Room 1601, New York, NY 10001. 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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Our geographical areas of sales coverage and accounts include: • NEW ENGLAND…Connecticut North to Maine and Upstate N.Y. Accounts… CVS Drug, BJ’s Whle Club, Benny’s, TJ Maxx, I Party and CW Price. • N.Y. METRO…N.Y. City and New Jersey. Accounts… Toys R Us and their DOTCOM and Global Divisions, FAO Schwarz, Xmas Tree Shops, Shepher Distributors, Burlington Coat Factory, Buy Buy Baby, Marlon Creations, ToyZam, Bed, Bath and Beyond, Steven’s Intl.,TRU Express and NY area Supermarket Chains. • MID-LANTIC…Pennsylvania, Wash D.C., Northern Virginia and Western Ohio. Accounts…Rite Aid Drug, Group Sales, Boscov’s, Liss Bros, 5 Below and Big Lots. • K mart USA // JC Penney Catalog // Universal Studios Orlando // Gordman’s // Duckwall // Pamida // AAFES • CANADA…Walmart, Toys R Us, Canadian Tire and Big Lots. We employ a staff of 5 toy sales specialists. Our contact information is listed on our above shown letterhead. We welcome your inquiries.

Place a classified in Please contact Anthony Guardiola 212-575-4510 x2322 aguardiola@adventurepub.com

SEPTEMBER/OCTOBER 2013

SUBSCRIBE TO Get weekly updates on the latest toy industry news and trends! Available only by email! Sign up at www.adventurepub.com

Advertiser Index ABC Kids Expo ..........................................................................................................S23 Adora Doll.....................................................................................................................69 Adventure Publishing Group.......................................................................................135 ALEX ............................................................................................................................65 All Things Equal ...........................................................................................................85 Amav Enterprises ..........................................................................................................71 American Plastic Toys...................................................................................................81 Bananagrams .................................................................................................................S5 BERG Toys ...................................................................................................................S9 Blue Orange Games ......................................................................................................82 Brainstorm Products ......................................................................................................75 Carrera ...........................................................................................................................33 Cloud B .........................................................................................................................37 Delta Children’s Products ...................................................................................S11, 136 Diggin Active ................................................................................................................39 Disney Consumer Products ...........................................................................................59 Eastcolight...................................................................................................................S27 EB Brands .....................................................................................................................53 Entertainment One Family ............................................................................................89 Folkmanis......................................................................................................................S2 Forum Publishing ........................................................................................................132 George & Co. ................................................................................................................25 Hog Wild .......................................................................................................................47 Hong Kong Trade Development Council ...................................................................127 Innovation First ...........................................................................................................1, 2 Interactive Toy Concepts...............................................................................................49 International Playthings.................................................................................................73 Kiddieland ...............................................................................................................12, 13 Kids Preferred ...............................................................................................................51 Klosters Trading ..........................................................................................................129 Laser Pegs ...................................................................................................................3, 4 Lexibook........................................................................................................................35

Maisto ......................................................................................................................10, 11 Moose Toys ...................................................................................................................17 Neat-Oh! International ..................................................................................................43 NKOK .........................................................................................................................8, 9 Ollie’s Bargain Outlet..................................................................................................132 Pacific Play Tents ..........................................................................................................77 PlanToys ......................................................................................................................S15 PlaSmart ........................................................................................................................67 Playtime Sales & Marketing .......................................................................................132 Pom Tree .......................................................................................................................79 Purple Turtle..................................................................................................................87 Reeves International ......................................................................................................45 Sakar..............................................................................................................................19 SEGA ..........................................................................................................................S21 Silverlit Toy ...................................................................................................................29 Smart/Tangoes ...............................................................................................................83 SmartZone HK ..............................................................................................................84 Speed Stacks ...............................................................................................................S17 Spielwarenmesse ...........................................................................................................21 Thames & Kosmos......................................................................................................S25 Tech 4 Kids....................................................................................................................41 The Bridge Direct........................................................................................................6, 7 The Orb Factory ............................................................................................................54 TOMY ...................................................................................................................15, S13 ToyFest West ...............................................................................................................123 UL ...............................................................................................................................S19 University Games ..........................................................................................................61 Wicked Cool Toys .........................................................................................................63 Winfat ............................................................................................................................55 Worx Toys .....................................................................................................................80 XQ Toys ........................................................................................................................57 Zing Toys.......................................................................................................................31

THE AD INDEX IS PUBLISHED AS A COURTESY. WHILE EVERY EFFORT IS MADE TO BE ACCURATE, LATE ADDITIONS AND CHANGES IN LAYOUT MAY RESULT IN ERRORS OR OMISSIONS.

SEPTEMBER/OCTOBER 2013

THE TOY BOOK •

133

Flashback: September/October 1993 1.

INDUSTRY NEWS Mattel Buys Fisher-Price for Estimated $1 Billion in Stock The toy industry became a lot more consolidated when Mattel Inc. and Fisher-Price Inc. jointly announced that the two companies have entered into a definitive merger agreement by which Fisher-Price will become a major part of Mattel. Under terms of the agreement, each share of Fisher-Price common stock will be exchanged on a tax-free basis for 1.275 shares of Mattel common stock, in a merger to be accounted for as a pooling of interests. The boards of directors of both companies have approved the merger agreement, which will also require shareholder and governmental approval. It is presently anticipated that the merger will be completed by December 1, 1993.

2. 3.

1. So Much To Do, from Harmony Toy, is a memory and matching board game that features the Berenstain Bears license. 2. With the Sesame Street Scrabble brand crossword game, from Milton Bradley, children can play on eight gameboards. 3. The PBS show Barney & Friends has a new character this year, BJ (left), seen here with his younger sister Baby Bop (right).

Whatâ&#x20AC;&#x2122;s Hot! TV Promoted Toys 1. Jurassic Park Figures (Kenner) 2. X-Men Figures (Toy Biz) 3. Littlest Pet Shop (Kenner) 4. Glitter Beach Barbie (Mattel) 5. Batman Figures (Kenner)

134 â&#x20AC;˘ THE TOY BOOK

SEPTEMBER/OCTOBER 2013

The Voice Reaching Both Trade and Consumers

CONTACT: JONATHAN SAMET OR LAURIE SCHACHT ADVENTURE PUBLISHING GROUP 307 7TH AVENUE, SUITE 1601 NEW YORK, NY 10001 TEL: 212-575-4510 FAX: 212-575-4521 WWW.ADVENTUREPUB.COM

The Color Shape Stacker, from MAPLE LANDMARK, introduces five educational concepts to kids ages 6 months and up: colors, shapes, shape names, numbers, and patterning. The stacker also helps little ones develop gross motor skills and provides a tactile experience. Made from solid hardwood maple, each piece is finished with water-based dye stain colors and sealed with a non-toxic clear coat. Also from Maple Landmark is Rolling Rhymes, which combines nursery rhymes and graphics on a removable octagon-shaped spool that turns with the rolling of the wheels on the car. One side of the spool features the rhyme “Jack and Jill” and the other side shows graphics of them tumbling with their pail of water. Other rhymes include “Hey Diddle Diddle,” “Hickory Dickory,” and “Humpty Dumpty.” Color Shape Stacker

SAFE TO SLEEP’s Sleep and Breathing Monitor uses hospitaltested, fiber optic technology to measure and record each baby breath and stream it to a smartphone as it occurs so parents can monitor that their baby is breathing safely. The unit comes with a Sleep Mat, BreathScope, BreathTrend, SleepLog, and Parent Unit. The Sleep and Breathing Monitor ensures sleeping safety as it monitors the breath rate, activity, sound, and movement of a sleeping baby.

ADEN + ANAIS launches its musy mates collection—cuddly childhood companions made with muslin and love. The musy mates collection is soft and washable, and features three types of stuffed animals— the cow, elephant, and puppy musy mate loveys with attached rayon or bamboo fiber muslin issie security blankets; the puppy or bunny musy mate minis; or the koala and kangaroo musy mate maxis.

SEPTEMBER/OCTOBER 2013

The LullaGo, from CHICCO, is an innovative portable bassinet, where a newborn can sleep at any time, whether at home, on vacation, or at the grandparents’. The LullaGo can be disassembled and folded in less than one minute, and can be conveniently carried in its matching carry bag. The light and stable bassinet features an aluminum structure with anti-slip feet. Soft fabrics and a comfortable mattress create a cozy environment for the baby, and the mesh inserts provide aeration for a sound sleep. Other new products from Chicco include the Echo Twin Stroller, the Neuvo Travel System, the Coda Infant Carrier, and the Activ3 Stroller.

LullaGo

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137

Nine Inventory Management

M i sta ke s and One Solution

by Gary C. Smith

anaging excess inventory is a challenge for even the most efficient specialty toy companies. Overage issues can drain profitability and take focus away from core business priorities. When faced with excess inventory, many toy companies try the following common—though misguided— strategies:

1. Do nothing It’s easy to put off decisions about what to do with your slowmoving inventory, but time—and the inevitable accumulation of inventory—will take its toll, and at year end, you’ll be paying increased taxes.

2. Lease additional space Your overage may be out of sight, but by leasing additional warehouse space, all you’re doing is contributing to the profitability of storage and logistics warehouse companies.

3. Liquidate it Companies that choose to sell excess inventory at a dime or pennies on the dollar should be forewarned—your toys may wind up in secondary markets competing against your company’s efforts to sell current stock. Your company may even get calls from unhappy customers because your inventory cut into their sales and profit margins. Liquidation can lead to strained customer relationships.

4. Continue selling it If you do the same thing over and over again, expect the same result. If sales have tapered off on certain products, why would they pick up again at a later date? Don’t hang on to outdated and stale merchandise. Why not move on to newer, more attractive, and likely more profitable product lines?

5. Give it away locally Giving away small amounts of product locally might help your company’s community outreach efforts, but it also might reduce sales and get people used to the idea that they can expect the same in the future. Getting involved on a local board, volunteering for a special event, or helping local charities raise funds might be more effective.

6. Sell it to employees Although employee discounts are not uncommon and can be a nice perk, this Band-Aid approach will only mildly—and temporarily—reduce inventory levels.

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7. Give it away to your employees

SEPTEMBER/OCTOBER 2013

If you allow your employees to take moderate amounts of product home with them, expect your product to start showing up on eBay.

8. Sell it to your top accounts Similar to local giveaways, frequently discounting product for your existing buyers will motivate them to wait for your next price reduction instead of purchasing your products at full price.

9. Send it to a landfill Assuming the product is ultimately destroyed and doesn’t wind up on a secondary market, trashing your merchandise is simply a wasteful strategy.

One simple solution Luckily, there’s an easy alternative to these misguided approaches, and it’s a solution that allows toy companies to turn a problem such as excess inventory into a positive for their reputations and bottom lines. IRC Section 170(e)(3), a little-known section of the tax code, allows Regular C Corporations to donate excess inventory and receive a federal tax deduction of up-to-twice the cost. Donating your excess inventory to a gifts-in-kind organization will not only significantly reduce your tax obligation, but it will also get your excess, non-selling products into the hands of qualified, deserving nonprofits nationwide. Gifts-in-kind organizations solicit donations of valuable, new merchandise from American corporations, and redistribute that merchandise to their members, which includes schools, churches, government agencies, and other nonprofit organizations in need of supplies. In addition, provisions in the tax code stipulate that donated product cannot be resold, bartered, or traded ,and must be used in a manner consistent with the charity’s mis-

SEPTEMBER/OCTOBER 2013

“

Donating your excess inventory to a gifts-in-kind organization will significantly reduce your tax obligation and get non-selling products into the hands of qualified, deserving non-profits across the country.”

sion, which means you can rest easier knowing that your product won’t find its way back to the open market. Stephen Siegel of The Tin Box Company, located on Long Island, New York, specializes in the manufacture and wholesale of licensed tin merchandise. The Tin Box Company has the rights to produce tins featuring all of the most popular characters in the most popular licenses. The company donates mostly tin lunch boxes, and loves the feeling that its items go to those who will be thrilled to receive them. The Puppet Factory, a Topeka, Kan.-based online puppet retailer makes room for fresh inventory by donating puppets and other puppet-related products that have slowed down in sales to the National Association for the Exchange of Industrial Resources (NAEIR), according to Martha Bishop, president of thepuppetfactory.com. “It’s our pleasure to donate our extra inventory to NAEIR,” she says. “They have a database of deserving nonprofits that need toys, and it’s wonderful to know that our products will make a difference to those organizations.” n Gary C. Smith is the president of NAEIR. For more information on how companies can realize an enhanced federal tax deduction on donations of excess inventory, contact NAEIR at (800) 562-0955 or donor@naeir.org, or visit www.naeir.org. Since NAEIR's founding in 1977, it has collected and redistributed more than $3 billion worth of new, donated supplies and equipment. More than 7,000 corporations across the U.S. have donated merchandise to NAEIR to support schools, nonprofits, and charitable organizations. NAEIR members gain access to that merchandise for free, and NAEIR handles sorting, processing, cataloguing, and redistribution of the merchandise, and their services are completely free for donating corporations.

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SMARTLAB TOYS introduces Squishy Human Body, a hands-on kit and tour guide that lets kids enter the human body. The kit features removable, squishy vital organs as well as the skeletal, vascular, and muscular systems. Kids explore the complex inner-workings of the human body and see how everything fits and works together. Also new from SmartLab Toys is the Weird & Wacky Contraption Lab. Standing more than two feet tall, the Weird & Wacky Contraption Lab has 60 mix-and-match pieces for kids to build an unlimited amount of contraptions. Kids can dream up crazy courses, then build and test them using this easy-to-construct, Velcro-like system. Instructions offer tips and tricks on how to best manipulate the kit’s components, and guides kids through five sample contraption designs while they learn how to predict the outcome of each. Gravity, momentum, and velocity are observed as kids experiment with gears, levers, and wacky contraptions. GOLDIEBLOX introduces Goldie, the girl inventor who loves to build. GoldieBlox and the Spinning Machine, the debut story and construction set, is the first product from GoldieBlox. Goldie builds a spinning machine to help her dog, Nacho, chase his tail. Girls can help Goldie build a belt drive to spin Goldie and her friends. GoldieBlox gets girls interested in engineering, develops their spatial skills, and builds self-confidence in their problemsolving abilities. The set includes a storybook, five figurines, a pegboard, five wheels, 10 axles, five blocks, five washers, a crank, and a ribbon, and is designed for girls ages 4 to 9.

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The Volta Racer, from TOYLABS, is the world’s first solar motorcar powered by a flexible, polycrystalline, silicon solar cell. The Volta Racer combines industrial design with advanced solar technology to achieve new levels of performance, and is packaged with all the prefabricated components necessary to build and power the vehicle. The racer can be assembled in as little as fifteen minutes with no special tools. By assembling the Volta Racer, kids learn the basic concepts and principles of solar electricity and mechanical engineering. The Volta Racer operates at normal and high speeds, and can traverse various surfaces and terrains. The curvature of the flexible, polycrystalline, silicon solar cell allows the car to capture more of the sun’s energy from numerous angles. The car also employs super lightweight, eco-friendly, recyclable materials.

OWI’s 14-in-1 Educational Solar Robot Kit is a solar-powered robot that transforms into 14 different robot modes, featuring comical and functional movements. The robot can easily change from a tailwagging dog to a running beetle, a walking crab, a surfer, a speedster, a zombie chaser, and others. The robot kit provides unique accessories and parts that make the robot move on land and water. The robot moves in direct sunlight. Additional features include adjustable polarity on the solar panel to change direction of the motor rotation; a retractable robot head which can be quickly stored in the upper body, and can be installed in the front, top, or rear of the gearbox; and transparent housing so kids can observe the movements of the gears.

SEPTEMBER/OCTOBER 2013

MEDIA CENTER

Solo kids’ artists Dan Zanes and Elizabeth Mitchell have come together for their first collaborative album, Turn Turn Turn. Produced by Zanes’ FESTIVAL FIVE RECORDS, the album has 15 songs with the recurring theme that there is a time for everything. The album includes five Zanes originals, including “Coney Island Avenue” and “Shine”; “Honey Bee,” co-written by Mitchell and Anna Padgett; and five traditional songs, including, “Raccoon and Possum” and “My Creole Belle.” The highlight of the album is the duo’s rendition of “Turn! Turn! Turn!” originally performed by Pete Seeger, illustrating the album’s central message.

Play-Doh Let’s Create: Shapes and Play-Doh Let’s Create: Letters, from SILVER DOLPHIN BOOKS, combine tactile learning with fun, interactive play to help kids retain basic concepts taught at the preschool level. In Letters, kids will follow Zany Zebra through different classroom settings to identify key objects related to the alphabet. In Shapes, kids take a trip through town to learn basic shape recognition. Illustrated by clay artists using colorful Play-Doh, the 11-page books each include four cans of Play-Doh, letter or shape molds, a two-sided play mat, two extenders, a plastic knife, and a plastic roller.

Chihuahua Too is a kidfriendly sequel to Chihuahua: The Movie, from ENTERTAINMENT ONE. The film is 80 minutes long and is not rated. In Chihuahua Too, the Fastener family inherits an old vacation home. They soon realize that the house is being haunted by their ancestors’ famous movie-star dog, Sophie. The Fasteners’ dog, Homer, befriends the kind-hearted Sophie and discovers that she is just looking for a family to love. Now, Homer must help the Fastener kids convince their parents to keep the house so that Sophie won’t be alone forever. This hilarious doggie adventure features lessons about acceptance, cooperation, and honesty.

Golden Records: The Magic Continues, from GOLDEN RECORDS, is packed with 20 classic songs and stories that feature the digitally-restored original recordings of the 1950s and 1960s. With tales such as Yankee Doodle and The Muffin Man, and songs like “Baa Baa Blacksheep,” the album is the perfect blend of past and present, recapturing the values and quality of Golden Records. The voices of some of today’s biggest stars, such as Ed Asner, Susan Sarandon, Alicia Silverstone, Busy Philipps, Cheryl Hines, Didi Conn, and Constance Marie, bring life to classics such as Rapunzel, Puss in Boots, The Little Engine That Could, and Jack and the Beanstalk.

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