Pages

Vol. 29, No.
May/June 2013
Licensing Expo 2013

page 98
ASTRAs Marketplace
page S15
icensing has become an integral part of toy marketing. According to The NPD Group, toys based on licenses accounted for 30 percent of all U.S. retail dollars last year, and about 25 percent in units. This is considerably higher than estimates made a few years ago, which put the dollar share at 25 percent.
page 90
page 23
Inside the Mind of a Toy Buyer
page S6
Chatting with the Industry
page S8
table of contents
May/June 2013
Departments Publishers Viewpoint
Page 6
Published by Adventure Publishing Group, Inc.
Volume 29, Number 3 www.toybook.com
Features
Showrooming Sparks Sales Opportunities
Page 12
P UBLISHER Jonathan Samet jsamet@adventurepub.com E DITOR IN C HIEF Jackie Breyer jbreyer@adventurepub.com S ENIOR E DITOR Loren Moreno lmoreno@adventurepub.com A SSOCIATE E DITOR Marissa DiBartolo mdibartolo@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 P RODUCTION D IRECTOR Anthony K. Guardiola aguardiola@adventurepub.com C ONTROLLER /O FFICE M ANAGER Robert Forde rforde@adventurepub.com
Stat Shot
Page 8
The Ultimate Tablet Playbook for Kids

Page 16
TIA Perspectives
Page 9
Digital Gaming Brands and Toys

Page 22
Toy Licenses Are Double-Edged Swords

Page 90
Industry Update
Page 10
Toys and TV: Superman

Page 96
The Big Toy Book: Baby Palooza

Page 11
Dancing on the Head of a Pin?

Page 110
The Last Shoe to Drop

Page 112
5 Questions with Kahootz

Page 88
How Transmedia Builds Fan Culture for Entertainment Brands

Page 114
Marketing Memo
Page 89
Property Profile: Despicable Me 2

Page 94
Licensing Expo 2013 Page 98

Specialty Toys & Gifts: Page 23
Whats New
Page 113
Raising the Bar

Page 116
s Page Editor e S2
Pag
ASTRA Marketplace
Page S15
sights ASTRAs In 4 S
Page
Industry Marketplace
Page 120
Inside the Mind of a Specialty Buyer
s New S3
Page
Chatting with the Page S6 Industry Kickstarting Your Business Page S8

Page S60
Adventure Publishing Group, Inc. 307 Seventh Ave., #1601 New York, NY 10001 Phone: (212) 575-4510 Fax: (212) 575-4521
U.S. Corporate Headquarters Laurie Schacht, President laurieschacht@aol.com
Flashback: May/June 1993

Page 122
Small Business Tips

Page S64
Media Ce5nter
Page S6
Member, International Toy Magazine Association
Publishers
viewpoint
or Maybe Both!
June in Nashville, Las Vegas,

Jonathan Samet
publisher
f its June, then its time for two key industry trade shows. Each year I write about the ASTRA show as it gets better each year. The ASTRA Marketplace and Academy will take place in Nashville, Tenn. from June 16 to 19, and once again the show floor is sold out, as exhibitors showcase their products for the upcoming holiday season. Kathleen McHugh and her team at ASTRA do a great job each year hosting informative seminars on relevant topics for the industry, along with wonderful networking and information sharing opportunities for all in attendance. The atmosphere each year is upbeat as a camaraderie takes place between the toy manufacturers and retailers helping each other prosper and succeed in this difficult and everchanging retail climate. There is plenty of time to meet and mix, either over lunch or ice cream, at Game Night, or during other events. These breaks give me the opportunity to meet and discuss feedback regarding the valuable content Jackie Breyer and her team provide via The Toy Book and The Toy Report. In this issue, we have presented our strongest coverage of the ASTRA toy show and the specialty toy market to date. We offer the broadest coverage of toy manufacturers of any toy publication to help retailers during this crucial time when they are finalizing their holiday selections. In addition, we include our annual Q&A with a select panel of retailers and manufacturers to offer varying viewpoints on topics facing the toy industry. I am confident that this issue supports my ongoing claim that The Toy Book is the leading publication for the entire toy industry. Its unfortunate that we all cannot be in two places at the same time. While the ASTRA show is taking place in Nashville, the annual International Licensing Expo, which showcases many of the entertainment and corporate/brand properties that are currently or will become available for li-
censing in the near future, is also taking place. Licensing plays an important role in the toy business, as there is significant potential for toy manufacturers to take advantage of. Licensing provides manufacturers with a proprietary point of difference from their competition, as well as builtin awareness with both retailers and consumers. Due to our expanded ASTRA Marketplace coverage, our coverage of the Licensing Expo is limited. For much broader coverage, visit our sister publication, The Licensing Book, at www.licensingbook.com. If you dont receive The Licensing Book, you should. Send an email to subscribe@adventurepub.com and request to receive complementary digital versions of both The Licensing Book and The Toy Book, as well as our weekly e-newsletters, The Toy Report and Total Licensing Report. I
6 THE TOY BOOK
MAY/JUNE 2013
S TAT S HOT
Top 10 Licensed Products, January to April, 2013
PRODUCT
Spain
1 2 3 4 5 6 7 9 8
FURBY ASST. (HOT)
MANUFACTURER
MATTEL PANINI MATTEL HASBRO
MONSTER HIGH TRAVEL SCARIS MONSTER HIGH ASST. SIX SOBRES INVIZIMALS CARDS
1 2 3 4 5 6 7 9 8
PRODUCT
UK
MOSHI MONSTERS MOSHLING FIGURES LEGO MINIFIGURES LEAPPAD EXPLORER TABLET
MANUFACTURER
LEGO
VIVID IMAGINATIONS LEAPFROG
MONSTER HIGH FIESTA DIVINA HOT WHEELS 72 CARS CARS ASST., CARS 2
MONSUNO STARTER PACK 1 CORE MONSTER HIGH FAVORITES
MATTEL MATTEL MATTEL MATTEL MATTEL
FURBY ASST. (HOT AND COOL) MONSTER HIGH DOLL ASST. INNOTAB
GIOCHI PREZIOSI
MOSHI MONSTERS BLIND BAG ASST. LEAPFROG EXPLORER GAME ASST. CARS 2 CHARACTER CLIPSTRIP ASST. TMNT BASIC FIGURE ASST.
HASBRO MATTEL
VIVID IMAGINATIONS
LEAPFROG MATTEL VTECH
10
Source: The NPD Group/Retail Tracking Service
MONSTER HIGH DOLL PARTY DRESS
10
GIOCHI PREZIOSI
Top Toy Properties* Across Europe in 2012

2 1
3
Moshi Monsters Star Wars Lego City Barbie
UK
France
Barbie
Playmobil
Germany
Playmobil Star Wars Lego City Barbie
Italy
4 5 6 8 9
Disney Princess Hello Kitty & Friends Peppa Pig Nerf VTech Baby
Helly Kitty & Friends Monster High VTech Baby Spider-Man Star Wars Beyblade
Disney/Pixar Cars
Hello Kitty & Friends Disney/Pixar Cars Spider-Man Lego City
Barbie
Monster High Mickey & Friends Barbie Nancy Playmobil
Spain
Disney/Pixar Cars Lego Technic Monster High Lego Ninjago Filly Lego Duplo
Mickey & Friends Disney Princess Hot Wheels Cicciobello
Disney/Pixar Cars Spider-Man Star Wars Nenuco
10
Disney/Pixar Cars
Disney Princess
Baby Clementoni
*a property includes brand and licensed product sales
Hello Kitty & Friends
8 THE TOY BOOK
MAY/JUNE 2013
Toy Industry Association
perspectives
Something for Everyone

by Kristin Morency, communications specialist, Toy Industry Association oure probably already aware that the Toy Industry Association (TIA) is the trade group representing the interests of more than 600 toy companies across North America, but what does that really mean to you? What does TIA do to serve the needs of toy businesses of all shapes, colors, and sizes? In addition to hosting major go-tomarket events such as Toy Fair and Fall Toy Preview, TIA offers a wide range of networking and educational opportunities that are tailor-made for each of the member types we serve. Whether youre a small business owner or a retailer, a toy inventor or a designer, an in-house credit or a public relations professional, or any of the other roles that comprise the associations family, TIA has something for everyone: First up is PlayCon, our renowned annual educational and networking event
Save the Date!

June 2324: ToyDesignCon, Rochester, N.Y. An event to inform and inspire toy companies in-house design teams July 1516: National Summer Credit Conference, Chicago Educational and networking event for credit professionals, CFOs, and controllers
created by play professionals for play professionals. This years conference brought toy industry leaders from across the country together in Scottsdale, Ariz., where they discussed topics including licensing, innovations in retail, global trends, and consumer insights. California Toy Day connects the real people of the toy industry with political leaders in Sacramento, Calif. Given that California is home to about 20 percent of TIAs members, this annual event lets companies voice their concerns about the legislation and regulations that impact their businesses. Held earlier this spring, discussions focused on pending requirements for listing chemicals on toy packaging, reformulating the chemical make-up of certain toys, and taking back products at the end of their life cycle. A similar event will be held in Washington, D.C. in September. ToyDesignCon is an event designed to inform and inspire the talented inhouse design teams of toy companies. Taking place from June 23 to 25 at the National Museum of Play, the upcoming conference will feature a keynote speaker from Cirque du Soleil and will cover topics that will get participants creative juices flowing. TIAs National Summer Credit Conference has been the foundation of the Credit Interchange Program for many years and is an exclusive educational and networking event for credit profes-
sionals, CFOs, and controllers from TIA member companies. From July 15 to 16 in Chicago, participants will receive valuable insights about customer creditworthiness, problem accounts, and issues facing toy company finance and credit departments. In addition, this event provides great networking for peers and presenters. Industry-specific research has become a new cornerstone of TIAs value proposition. For example, if youve ever wondered how your toy companys finances stack up against industry peers, the 2013 Toy Industry Financial & Operating Benchmark Study will likely provide the answers you seek. Confidentially collected financial information from TIA member manufacturers, importers, and distributors has been analyzed to show participating companies where they shineand where they come up short when compared to other companies of similar size, category, or distribution channel. As TIAs membership base expands and evolves, so do our offerings. To stay in the loop about everything thats happening at TIA, including details about events, webinars, and other new resources, consult our website, www.ToyAssociation.org. You can also subscribe to our free, weekly e-newsletter, Toy News Tuesday by emailing toynewstuesday@toyassociation.org. I
MAY/JUNE 2013
THE TOY BOOK 9
Industry
update
WITH EONE
FOR
TCG PARTNERS PEPPA PIG
PROPEL EQUITY PARTNERS ACQUIRES ALEX TOYS

Propel Equity Partners, a private equity firm, has acquired Alex Toys, a maker of childrens creative products. Alex joins the Poof-Slinky family of brands, which includes Slinky, Poof, Ideal, Scientific Explorer, and Fundex Games on the Propel Equity Partners roster of toy brands. Founded in 1986 with the creation of a plastic lunch box filled with arts and crafts supplies, Alex has grown into a manufacturer of childrens creative products designed to foster personal expression and build self-esteem. The brand now features more than 1,000 items for all ages, and has expanded to include products for imaginative and dramatic play, fashion and jewelry, and bath and outdoor toys. Alex products are sold in more than 80 countries through a variety of distribution channels. More than 70 million Alex products have been sold in the past 10 years. Alex founders Nurit and Rick Amdur will remain with the company, while Fred Keller, president of Poof-Slinky, will take on the additional title of president of Alex.
TCG has partnered with Entertainment One to manufacture, distribute, and market a new line of puzzles and activities featuring Peppa Pig in North America. The Peppa Pig products are expected to launch at mass-market, toy, drug, and online retailers in August. The new product line includes three 24-piece jigsaw puzzles, 48piece jigsaw puzzles, and Magnetic Creations. Each puzzle and activity features Peppa Pig, star of the animated TV show for preschoolers, which airs on Nick Jr. in the U.S.
CPSC REQUIREMENTS COULD ADD $18.7 MILLION BURDEN ON INDUSTRY

Proposed changes to the Consumer Product Safety Commissions (CPSC) certificate of compliance requirements could add complexities and significantly alter the way most companies manage their logistics for inbound freight to the U.S., according to the Toy Industry Association (TIA). The changes could more than double compliance costs for childrens product companiesfrom an approximate $15 million annually spent to comply with current certification requirements to nearly $34 million annually. Under the amended rule, companies that import regulated finished products manufactured outside of the U.S. would be required to file product certificates electronically with the U.S. Customs and Border Protection (CBP) prior to importation in conjunction with other customs entry documents. Additionally, certifications would have to be identified prominently on the finished product, shipping carton, or invoice with a unique identifier and be accessible online without password protection. TIA will submit comments to the CPSC by July 29 regarding the content requirements of the certificate, the economic impact of the certification rule, the logistics of electronic certification, and more. Members may contact TIAs Rebecca Mond with feedback to be included in the submitted comments, or to receive additional information about the rules impact. Comments on behalf of individual companies may be submitted directly to the CPSC at www.regulations.gov (docket number CPSC2013-0017).
WWE, THE BRIDGE UNVEIL NEW CONSTRUCTION LINE

World Wrestling Entertainment (WWE) has signed an exclusive, multi-year agreement with The Bridge Direct to develop and market construction toys based on its events and characters. The agreement marks the first time WWE will enter the construction toy category. For kids ages 4 to 14, the line includes figures, accessories, and construction bricks, bringing WWEs events and superstars to life. The WWE construction toys are expected to roll out at major mass retailers next spring.
Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Books 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.
10 THE TOY BOOK
MAY/JUNE 2013
he Big Toy Book held its first annual Baby Palooza event on April 21. Toy Insider Mom Laurie Schacht hosted the event, along
with Toy Insider Parent Advisory Board Members Joey Fortman and Charlene Deloach. Bloggers from Philadelphia to Boston made their way to New York City to see the latest and greatest baby and toddler products. Bloggers shared their experiences through Twitter, Facebook, Instagram, YouTube, Vine, blog sites, and more. The event amassed a whopping 11.5 million monthly impressions collectively. Delta Childrens Products showed off some of its licensed furniture for kids, including armchairs, beds, couches, and storage units featuring Minnie and Mickey Mouse, Doc McStuffins, and Cars characters. VTech showcased its new tablet, the Innotab 2 Baby, designed for babies ages 9 months and up. Cloud b introduced its latest additions, including Twilight Turtle Tunes, the first Cloud b character to feature Bluetooth technology. Madame Alexader Doll Co. displayed its newest line of machine-washable plush, and Mega Bloks had the latest in First Builders construction kits on display. The First Years introduced the iAlert Convertible Car Seat, which alerts parents cell phones if it detects that a child becomes unbuckled while the vehicle is in motion, is left in the car seat when the vehicle is stopped, or is at risk of freezing or overheating in the car seat. Bloggers got hands-on experience with all of these products and more, as they enjoyed lunch and mimosas. Of course, each blogger went home with a bag full of swag so they could test the products with their little ones at home. The next Big Toy Book event will be the Sweet Suite event, held on July 25 at Chicagos River East Art Center. The Big Toy Book will welcome 500 influential bloggers at this exciting venue. Going beyond baby products, the Sweet Suite event will introduce bloggers to all of the latest and greatest toys being launched at retail. If youre interested in learning more about these events, contact Laurie Schacht at thetoyinsidermom@gmail.com. I
MAY/JUNE 2013
THE TOY BOOK 11
Sparks Sales Opportunities

A more enlightened consumer can help produce a happier customer.
by Andy Marken, Marken Communications
Showrooming
ow that the general public is web-enabled, a new problem facing retailers is showrooming, which is when a customer visits a store, checks out a product, leaves, and purchases it somewhere else. Many believe showrooming is to blame for poor retail store performance, since more of the sales and profits are being consumed by e-tailers. If online outlets are so devastating to brick-and-mortar stores, they should be enjoying 30 to 50 percent of the industrys total sales. However, they have less than 5 percent of the PC/CE sales, according to the Consumer Electronics Association. In addition, considering the current price of gas, its not certain that people check the prices at stores and go online to buy.
gives retailers an opportunity to talk with and assist them. Its not just about selling them something, but developing an in-person rapport. Some retailers are even providing salespeople with smartphones, tablets, and apps so they can help the customer check reviews, availability, and options. Theyre also delivering instant coupons and personalized discounts to enhance the customers in-store experience and build store loyalty.
Price Matching
All things being equal, todays consumer can show the sales associate or store manager the price of the product at other stores and request a price match; or, they can simply buy elsewhere. It isnt done to damage the retailer. In fact, the consumer has given the retailer the opportunity to save the sale and perhaps produce add-in/add-on sales. Simply matching a price shouldnt be a question this holiday season. Almost every retailer realizes consumers have instant access to just about everything, and many will match any price (in print or online).
Focused Shopping
Few people go out shopping just to browse. Theyve done extensive research at home on their computers and shop with mobile devices in hand to ensure they have the most current information. They look at products, reviews, comparisons, availability, store locations, and reputations. Despite the research, consumers still tend to purchase from the store they are visiting. They spend hours checking out products they may or may not buy. Thats not showrooming, thats shopping. It is a common practice, especially during the holiday season.
Let Me Help You

Increasingly, brands and retailers have introduced their own web and mobile apps to develop a stronger relationship with customers. Outlets are making mobile apps available to customers that will make it easier to track their purchases while allowing the retailer to provide more intelligent, targeted products and promotional offers. But, as long as theyre in your store, emphasis should be placed on customer service to enhance the shopping experi-
Storefront Advantage
If a person is in a store using his or her smartphone or tablet to check out a product, that means he or she is actively thinking about buying something. Having people in the store
12 THE TOY BOOK
MAY/JUNE 2013
fact, price is much lower on the priority list, especially when you look at rising stars in the online arena such as Zappos, macsales, Gilt Groupe, and Amazon, as well as retailers that have become effective in both spaces, such as Nordstrom. Last year, in anticipation of a significant increase in online research activity (and hopefully sales), the major PC/CE sites were constantly upgrading their servers, software, search activities, carts, and offers. Similar to brick-and-mortar retailers, the fourth quarter is a peak selling period for online retailers.
Growth on the Go
Many online retailers have spent the entire year fine-tuning and refining every aspect of their online store to help customers buy. As the newest option, mobile commerce gives consumers an even more immediate opportunity to take advantage of coupons, special offers, and purchases. The only retailers who rise to the top are those who build depth into their sites by providing patrons with comprehensive product information, comparisons, application information, customer reviews, open online user forums, support experts, how-to information, and no-hassle return policies.
Source: Forrester
ence. This gives retailers the opportunity to offer suggestions that not only help the customer by providing ideas he or she may not have thought of, but by building sales and profits. For example, if a consumer is looking to buy an interactive HD TV, a sales associate may suggest adding a surround sound system and a streaming video service. If the customer is seen using an iPhone or an iPad, an associate can point him or her toward external speakers, earbuds and headphones, a protective case, or an add-on keyboard. Some stores have the capability to check for stock instore, regionally, and online. In this way, stores have access to more inventory than just what is in the stockroom, and customers are more likely to get what they want with little-tono effort of their own. Listening, suggesting, and helping is what good customer service is all about. Sales will improve, profits will improve, and customer loyalty will increase because the staff is paying attention to the customer, instead of just ringing up the sale and moving on. Customer service is where retail stores have the advantage, which is why some retailers are changing the title of their staff members from salesperson or sales associate to customer associate.
Shopping Position
For some, nothing beats the convenience of being able to kick back on the sofa or in a chair while shopping. Perhaps retailers should worry less about the possibility of showrooming and more about people who dont even leave the comfort of home to shop. Retailers are rushing to ensure their websites are accessible from all types of devices because a growing volume of sales will be either web-influenced or webimpacted in the years ahead.
Consumer Experience
Mobile devices arent responsible for encouraging people to shop around because comparing prices is nothing new. They have, however, empowered consumers. In an instant, anyone can pull out his or her device and text or call friends and family, use their browser to search for product information and reviews, make product comparisons, search for coupons, and make a purchase. That purchase could be instore, on the stores website, or at a standalone online retailer. Online retailers like macsales have an advantage because
Advantage Online
According to Pew Research Center, younger Millenials the connected generationand Boomers have taken to online buying for reasons other than finding the cheapest price. In
14 THE TOY BOOK
MAY/JUNE 2013
but as an opportunity to develop a more positive, helpful relationship with the consumer while guiding him or her toward the best products. The retailer has the advantage because the sales associate is standing next to the customer showing products, giving advice, and offering assistance. If the retailer has competitive pricing, inviting displays and layouts, and a well-trained and motivated team, they can make additional product and accessory recommendations that improve customer satisfaction, which in turn improves sales and profits. I
Source: Nielsen
they never close, and they make it easy to move through the site, purchase, and exchange quickly. Todays retailers shouldnt view showrooming as a threat,
Andy Marken is a marketing and communications consultant with more than 30 years of experience. In addition to consulting with and being a spokesman for major clients, he also speaks on industry subjects, including management, marketing, and consumer relations. He can be reached at andy@markencom.com.
MAY/JUNE 2013
THE TOY BOOK 15
THE ULTIMATE TABLET PLAYBOOK o FOR KIDs o x

sumer electronics buyers to determine their strategies and product offerings. By this fall, most retailers are expected to whittle down their kids tablet offerings to the top five or six options. The overall tablet market continues to achieve a high penetration rate among families with kids ages 2 to 14. According to NPD Display Search Quarterly Mobile PC Shipment and Forecast Report, projected global sales of tablets are expected to reach 240 million units by the end of this year. North America is expected to capture a 35 percent share of the global tablet market, translating to 85 million units. Kids tablets make up a percentage of this total global tablet market, and even a small slice of this huge volume could garner significant revenue for individual manufacturers. Last year, kids tablets made a huge impact on the toy market, with introductions such as LexiBook First Tablet, from LexiBook; Kurio, from Techno Source; and Meep!, from Oregon Scientific. This year, many companies will expand their tablet offerings and provide consumers with the latest innovations in tech for kids. Reyne Rice is an industry professional with 30 years of experience in marketing, researching, and analyzing the toy industry and youth marketplace. She advises clients and broadcast and print media on the hottest trends in toys, games, technology, entertainment, and licensing as it affects the youth marketplace.
by Reyne Rice, toy trends analyst/expert, Tech for Kids journalist/consultant s prices drop for standard tablets, the kids tablet market is competing in a world where kid-appropriate content, robust parental controls, and other comparable specifications are critical points of difference for the kids marketplace. Today, most tablets designed specifically for kids are offered in the $100 to $250 price range. With more than 1.5 million apps available for download (including iOS, Android, and Microsoft platforms), it is a critical choice for parents and retailers to offer products for kids that have settings to keep kids safe and secure. Most of the kids tablets showcased in this feature are Android-based with WiFi access, and they all feature kid-friendly content and parental controls. Some companies, such as Vivitar and Fuhu, are signing deals with licensors to bring kids favorite characters to their tablets in new ways, including accessories and pre-loaded apps and content. With so many apps to choose from, a good amount of storage is a key selling point. Some kids tablets offer app downloads and storage in the Cloud, keeping content safe. Other tablets provide a combination of internal memory, physical cartridges, and downloadable content. Tablets with SD ports allow for more storage than the internal memory provides, allowing more freedom for kids to download and save content. The kid-based tablet market is not a passing fad. Retailers are conferring with their toy department and con-
16 THE TOY BOOK
MAY/JUNE 2013
The Lexibook Laptab is a specially designed netbook and tablet in one. It converts from laptop to tablet in just a few seconds. With a large touch screen, a user-friendly keyboard, and an Android operating system, the Lexibook Laptab allows kids to listen to music, browse the Internet, watch videos, play, read, and study. Kids can discover songs and video clips, watch their favorite cartoons by streaming content, or play one of 25 preinstalled games. A camera allows kids to take photos and personalize them with the photo editing software. Lexibook Protect allows parents to secure apps and the Internet browsing function. Once connected to WiFi, parents can access the Lexibook Market where more than 10,000 apps are available, including classic apps, a gaming platform, activities, music, and educational content. The password-protected parental control feature is also available for the Lexibook Market, allowing parents to use their password to filter their choices for all nonappropriate apps. For older children, the Office Suite includes a word processor and presentation and spreadsheet software to simplify homework. The Power Academy app can improve and test knowledge in all fields through quizzes and memos. The Laptab includes 50 books and 52 creative activities for home or for use with friends, including DIY, recipes, and games.
The InnoTab 2 Baby, from VTech, has special content geared toward young learners and is designed to grow with kids. The customizable welcome screen allows parents to add their babys photo and create a recorded greeting with their own voice. InnoTab 2 Baby includes a baby sign language program from Baby Signs Inc., a rotating camera and video recorder, an MP3 music player, an e-book reader, a video player, an art studio, and other fun apps for children to play with as they grow. Parents can add hundreds of additional apps by visiting and downloading content through VTechs Learning Lodge app store. The InnoTab 2S Wi-Fi Learning App Tablet includes a library of educational content across a variety of curriculums. From downloads to software cartridges, the InnoTab 2S combines innovative technology with a developmental learning tool that grows with a child. It includes a rotating camera, video recorder, tilt sensor, photo viewer, video player, MP3 music player, e-reader, art studio, and microphone. Through a secure wireless connection to the Learning Lodge, parents can easily browse and download a variety of content in-line with their childs stage of development, as well as with their age and interests. Children can also explore this content, pick their favorites, create a wish list, and send the list right to their parents email. Parents can track their childs progress through the online progress log, offer encouragement, and share when kids reach new learning milestones. Cartridges with licensed characters teach essential skills in reading, logic, and creativity.
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MAY/JUNE 2013
The ChildPad, from Archos, is a 7-inch tablet introduced last year. The tablet includes a pre-loaded, six-month parental control application for child-safe web browsing powered by Editions Profil, which is ranked as the most efficient parental control in worldwide benchmarks. The ChildPad comes pre-loaded with apps for kids, including games such as Angry Birds and educational, general knowledge apps. This year, the redesigned interface features colored icons and folders with direct access to games, apps, and books. AppsLib provides access to thousands of apps just for kids, filed in key core folders for easy access. The ChildPad features a compact, lightweight design, runs on the Android 4.0 operating system, has a 1GHz processor, and 1GB of RAM. The tablet also has 4GB of flash memory for multimedia capabilities (enough space for five movies, 40,000 photos, or 2,000 music tracks). Parents can also unlock Wi-Fi capabilities for web surfing and emailing.
Oregon Scientific will launch a fully reloaded version of the companys popular Meep! kids tablet this fall. With a dual-core processor and 1GB of RAM, the next generation will have twice the memory and twice the power as the original. The new tablet will be Bluetooth-enabled and will run on the latest Android operating system. The tablet will also feature an all-new interface, making it even easier for kids to access their favorite apps and other content. Two camerasone front-facing and one rear-facingand a full suite of accessories are planned, including wireless add-ons that take advantage of the tablets Bluetooth capabilities, compelling new apps and preloaded content, and a longer battery life. The next generation Meep! will provide hours of fun for kids ages 6 and up.
Vivitar, a Sakar company, will expand its tablet offering with themed packages for the Camelio tablet. The packages will focus on core lifestyle brands such as Barbie, Hello Kitty, Hot Wheels, Monster High, My Little Pony, Thomas the Tank Engine, and others. The packages include protective covers with wallpaper and icons, and will have a digital card containing a character that can be transferred to a PC for downloading licensed apps. For some licenses, games are available. The Camelio features a 7-inch LCD screen with 800 x 480 resolution, a 1.2 GHz processor, 8GB of storage, and runs on the Android 4.0 operating system. The XO tablet and the XO Learning System split pre-loaded apps into 12 dream profiles for children, including such dreams as becoming an artist, a musician, a scientist, a doctor, or a mathematician. Each dream has learning experiences, apps, books, games, and videos designed for kids ages 3 to 12. These dream models tailor kids learning experiences and help them develop specific goals. Up to three profiles can be installed on the tablet. Each profile has a journal mode that shows how much time a child spent and records the websites the child visited. The XO tablet has a dualcore 1.6 GHz processor, 1 GB of RAM, 8 GB of internal storage, and a 7-inch LCD screen with 1,024 x 768 resolution.
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MAY/JUNE 2013
FunTab, from Ematic, is a value tablet offered at major retailers. This 7-inch tablet is designed to educate and entertain children at family-affordable prices and comes preloaded with Zoodles, an advanced monitoring platform for parents to safeguard childrens online activities. Zoodles lets parents pick and choose between their childs browsing and downloading options. Consumers can log on to Zoodles.com to see all of their childs content and their art gallery in an online database. From drawings and video messages to educational progress reports broken down by subjects learned, Zoodles allows parents to manage, review, and discuss learning of topics and activities with their children. The FunTab features a rubberized texture so little hands can easily grip the tablet while learning, playing, dancing, and laughing. It comes preloaded with more than 50 apps including Angry Birds, Fruit Ninja, Cut the Rope, and Disneys Wheres My Water. FunTab comes with 512 MB of RAM and a microSD card slot to add up to 32MB of storage. The battery lasts for up to five hours of continuous play.
Nickelodeon has partnered with Fuhu to take the Nabi Jr. tablet to the next level by adding pre-loaded Nickelodeon content to the tablet and offering Nickeodeon-themed accessories. Targeted to preschoolers, kids can interact with their favorite Nickelodeon characters with games, videos, books, and tablet accessories, such as character bumpers and stands. Dora the Explorer, Team Umizoomi, and Bubble Guppies accessories are now available, with the addition of Teenage Mutant Ninja Turtlesinspired accessories releasing this summer.
The latest version of the Tabeo: Tru Tablet, from Archos, includes five hours of continuous use with enhanced battery life and upgraded sound quality. More than 15 new parent-approved apps have been added to the Tabeo App Store and all of these improvements are available to current Tabeo users by using an upgraded free software link. Tabeo: Tru Tablet combines cuttingedge technology, parental controls, and kid-friendly safety features. Featuring a 7-inch capacitive multi-touch screen, 50 popular kid-friendly apps, and WiFi connectivity, this tablet delivers web browsing using the Android 4.0 (Ice Cream Sandwich) operating system and offers more than 7,000 free apps available for download. The tablet features a built-in speaker, microphone, G-sensor, front-facing camera, and slots for expanding the internal 4GB of flash memory with a microSD card. The Tabeo includes a soft, removable bumper case that fits around the tablet to protect the device from accidental bumps and drops. Parent-friendly features include the built-in browser with a variety of parental controls, including an option to set different Internet safety settings for up to eight users or allow Internet access only on certain days or at certain times of the day.
MAY/JUNE 2013
THE TOY BOOK 21
Digital Gaming Brands and Toys

by Steve Reece, brand marketing and product development consultant he toy industry is finding hot licenses from different media these days. Surely we cannot afford to ignore huge movie franchises or perennially popular TV shows. However, our end consumers (i.e. kids) are increasingly enjoying media through different formats, and so more and more popular brands are deriving from apps, online virtual worlds, and other digital sources. So does this mean toy companies should rush headlong into acquiring as many licenses as they can from these formats and platforms? Not necessarily. There are certainly some huge global brands today that didnt exist five, or even two, years ago, and these can clearly drive sales. But the prudent path to success is to analyze each license on its merit, regardless of where it originates. The challenge for most toy companies, though, is that different measures of success apply today. I find in my regular work that many toy companies are still not entirely clear what the success criteria should be. So here are some thoughts on success criteria in the digital space: First, metrics are key. In the same way you wouldnt consider a TV show with low viewing figures, you need high metrics to even consider a digital brand. Millions of kids interacting with a brand (through an app game, for instance) is a great start, but tens of millions or even hundreds of millions makes it even more likely that merchandise will fly off store shelves. Of course, regular, ongoing interaction is better than stats relating to one-off signups. Second, we overuse the word toyetic sometimes, but it is critical a toy range is possible from the brand you are considering. For example, is there a broad enough array of characters, environments, and narrative to allow for creation of a toy product line? Third, would the toys be attractive? There are many play
experiences available, but not all would deliver an attractive toy that kids would actually want to play with. Last, but not least, what opportunities are there for you to have your products integrated within the game experience? This is a key advantage of apps, virtual worlds, and other forms of digital gaming: the ability to drive traffic from the app to the point where kids can purchase actual product. The reality is that there is a clear opportunity in the digital space. Because gaming is a more activeand deeply immersiveexperience, there tends to be a strong emotional bond between these brands and consumers. The most interesting point to note is that currently there is very significant interest and activity with the top five performing brands for each media (which is understandable), but there has yet to be significant downward spread to second- and third-tier brands or licenses. Yet, if we compare apps with TV, for instance, we can see that even the brands ranking between 10 and 30 in the App Store have significantly higher followings than an average TV property. It seems logical and inevitable then that the next five years will see considerable growth and increased proliferation in this space. The question is: whats your strategy to take advantage of the opportunity? I
Steve Reece is a brand marketing and product development consultant in the UK and European toy and game markets, as well as the author of The Practical Guide to Doing Toy Business in Europe. He previously worked for Hasbros European head office in brand marketing and market research. You can contact him via steve.reece@vicientertainment.co.uk, or visit his blog, www.stevenreece.com.
22 THE TOY BOOK
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T HE D EFINITIVE I NFORMATION S OURCE
FOR THE
T OY
AND
G IFT M ERCHANT
The Heart & Soul of the Toy Industry

ur annual ASTRA Marketplace issue is one of my favorites, because to me, the specialty toy market is the real heart and soul of the industry. So much time, effort, and care go into creating these products that not only deliver pure joy to kids and their families, but help build developmental skills, encourage school-readiness, promote imaginative and creative play, and so much more. Here you can find all kinds of toys, including products that are eco-friendly, built-to-last, and made in the U.S. Flip to page S15 for a preview of products that will be featured at the show. When you walk the aisles at ASTRAs Marketplace, you meet the inventors, the owners of the company, the people who have at lot riding on perhaps just a single toy launch. You can see in their eyes and hear in their voices that they truly believe in their products and have worked hard to bring them to retail, and, ultimately, to consumers. These are also people who know how to have fun, and who arent afraid to let loose and play. After all, how can you make products for kids if you cant bring yourself to act like one now and then? But, of course, this is also a business (We remind ourselves daily as we, too, play with toys for a living). And no matter whether youre making toys or selling them, a lot of work goes into that process. Here at Specialty Toys
& Gifts, we try to make that job just a little bit easier. In this issue, we show you the results of shadowing a toy buyer at a trade show for a day and what we learned (page S6). We also take a look at Kickstarter (page S60), a crowd-funding platform for creative products thats really having an effect Jackie Breyer, on our industry. If you believe in your product and editor in chief need the funds to bring it to fruition, Kickstarter may be just what youre looking for. Also, be sure to read Chatting with the Industry (page S8), our annual Q&A session with specialty toy manufacturers and retailers about the trends affecting their businesses today. G
ON THE COVER: KIDS PREFERRED RECENTLY REVEALED THE NEW SPRING LINE OF LUXURY TOYS, APPAREL, AND BOOKS FROM BUNNIES B Y THE B AY FOR INFANTS AND TODDLERS . A VARIETY OF BUDDY BLANKETS ARE AVAILABLE. FOR MORE FROM KIDS PREFERRED, SEE PAGE S18.
Pretty Ugly LLC and Warner Bros. Consumer Products, on behalf of DC Entertainment, have entered into a co-branded collaboration with DC Comics Super Heroes and Uglydoll characters. Gund, a division of Enesco, will produce a diverse range of colorful and collectible superhero plush based on the DC Comics and Uglydoll character universes. The initial release this fall will be a trio that includes two versions Ice-Bat Batman of Ice-Bat as Batman and Babo as Superman. The plush characters will be offered at retail and will be available through Diamond Comics and a range of retailers. Funko is also set to offer a collection of vinyl figures based on the DC Comics and Uglydoll plush collaboration during this holiday season. Additional categories of merchandise and collaborative characters will be announced in coming months.
UGLYDOLL PARTNERS WITH DC COMICS FOR SUPERHERO PLUSH
NEWS
CREATIVE KIDSTUFF PURCHASES SENSATIONAL BEGINNINGS
The American Specialty Toy Retailing Association (ASTRA) will present updated information on toys and play for children with disabilities for specialty toy retailers and manufacturers at the ASTRA Marketplace & Academy in Nashville, Tenn. An educational session, Connect Children with Special Needs to Toys and Games on Your Shelves, will be offered on June 16 from 1:30 p.m. to 2:30 p.m. and a new publication titled ASTRA Guide to Toys for Children with Disabilities will be available at no charge for ASTRA members at the Marketplace & Academy. Non-members may purchase the publication. Ellen Metrick of the National Lekotek Center will present the Connect Children with Special Needs session at Marketplace & Academy. The session will focus on helping parents, grandparents, occupational therapists, and teachers select toys and games for the special children in their lives. It will include a basic understanding of some common disabilities and specific features of play that children with these challenges can enjoy. Retailers will learn what questions to ask customers and how to train store employees to serve this special niche. The ASTRA Guide to Toys for Children with Disabilities is designed as a handbook for manufacturers, sales reps, and store staff. It summarizes characteristics of common disabilities and types of toys that work well for children who have those disabilities. It also includes ideas that ASTRA retailers can give to parents for adapting toys and play activities to fit the needs and abilities of their children. TCG and Ganz have formed a strategic partnership that merges the expertise and consumer-focused approach to products of both companies. The partnership will focus on the development of key toy and game product platforms for specialty and mass retailers. The companies remain separate. TCG, a license-driven toy company, brings mass-market distribution and a focused in-house team of toy product development specialists. Ganz, a leader in the gift industry and pioneer of web-enabled toys with the creation of its Webkinz brand, will bring innovation through its Ganz Studios, as well as penetration into the North American gift and specialty market.
ASTRA ADDS NEW RESOURCES WITH DISABILITIES
FOR
CHILDREN
TCG
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GANZ FORM STRATEGIC PARTNERSHIP
Specialty retailer Creative Kidstuff has purchased Sensational Beginnings, a catalog and online toy retailer based in Monroe, Mich. Sensational Beginnings will function as a sister company of Creative Kidstuff under the umbrella of a new holding company, GreaterGood Kids LLC. Creative Kidstuffs primary purpose in purchasing Sensational Beginnings is to help it continue to thrive as an online leader in the specialty toy business. Creative Kidstuff aims to introduce some of its engaging online resources to Sensational Beginnings customers such as its social media community, newsletter, and tips to help families play. As Creative Kidstuff works to update the Sensational Beginnings website, customers will be able to purchase all items through CreativeKidstuff.com. As part of this new partnership, Creative Kidstuff and Sensational Beginnings are now part of the GreaterGood Network, a family of online activism sites that harness the power of the Internet to help people, animals, and causes in need. In honor of the new partnership, GreaterGood will be launching a program to donate a toy to a child in need for every sale over $75 from either Creative Kidstuff or Sensational Beginnings for the remainder of the calendar year. Creative Kidstuff launched its own online platform in 2005. Since then, the service has expanded to become roughly 13 percent of its annual retail sales. Later this month, Creative Kidstuff will relaunch its website platform. Online customers will have access to the new Gift Finder that guides shoppers to the just-right present, and a Buy-a-Toy, Give-a-Toy Program that supports families in need.
Get the latest toy industry news delivered straight to your inbox each week for free! Subscribe to The Toy Books 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.
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SPECIALTY TOYS & GIFTS
ASTRAS INSIGHTS
Children: The End Users in the Specialty Toy Business
by Kathleen McHugh, president, American Specialty Toy Retailing Association (ASTRA) Establish yourself as your communitys play expert. Think about it who in your area knows more about quality toys and healthy play than you? Now ask yourself who needs to know that you are the local go-to guru on play? For starters, the answer should be local mommy bloggers, journalists who cover family and education issues, early childhood educators, and other business owners whose clientele includes families with children. ASTRAs WooHoo! Factor consumer-facing website (www.yourneighborhoodtoystore.org) offers resources and more information about play. You can establish your play cred (and increase search engine optimization while youre at it) by writing and posting articles on this site and linking to them on your Facebook page. Take the play message to the community. Parent organizations, church groups, and other local organizations often need speakers for their events. Prepare a brief stump speech about play and contact targeted organizations about your availability. Not only do you build understanding about the importance of play, you introduce your expertise (and also your store) to a captive audience of potential buyers. Treat play as a helpful, reassuring message to customers. Raising kids is a joyful adventure, but also a tough and exhausting onearguably made more so by the expectations of an achievement-oriented culture. Your store may be one of the few places where parents are told (quite accurately and supported by research) they can do less and their kids will be better for it. This shapes play into a reassuring, supportive messageand positions your store as a comforting place to visit. Own Healthy Play in Your Community ASTRA provides several ways to help you position yourself and your store as the go-to resource on healthy play, including the WooHoo! Factor website, the Best Toys for Kids awards program, the annual Neighborhood Toy Store Day, sample press releases, content that you can adapt for your e-newsletters and Facebook postings, and more. In your community, you can and should own the healthy play space in the minds of moms, dads, grandparents, and other buyers. Claim it and use it to grow your business. G
embers of the American Specialty Toy Retailing Association (ASTRA)whether manufacturers, sales representatives, or retailersare businessmen and businesswomen. When they gather at ASTRAs Marketplace & Academy each year, they may come with a variety of agendas: buying toys, selling toys, introducing new products, developing stronger distribution channels, or learning better ways to run their stores. One thing they all have in common, however, is that their businesses impact children. The end user of all the commerce conducted at Marketplace & Academy is a child who learns while having fun from the play that results when he or she gets a new toy in his or her hands.
The Benefits of Healthy Play Years of scholarly research have documented that healthy, developmentally appropriate play helps kids grow up stronger, smarter, and better adjusted. Children who have had access to positive play experiences are more likely to develop richer imaginations, more creative problem solving skills, and a greater capacity for self-regulation. The connection between specialty toy products and healthy play is an important competitive advantage for independent toy retailers. How do you leverage the many developmental benefits of play into the support of your marketing and sales efforts? Using the Importance of Play to Grow Your Business Independent retailers have found a few ways to weave the benefits of play into their marketing platforms: Highlight the features of the play, not the features of the toy. When you are discussing a product with a potential buyer, talk about what the child can do with the toy rather than what the toy can do. Explain why a basic toy that requires a child to use his or her imagination is likely to offer more learning than one loaded with electronic gizmos. Most independent retailers have a big edge on larger stores when it comes to customer service, and your expertise about play is one of the most significant things you offer that your competitors cannot match.
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Brent Taylor, founder of specialty toy retail franchise Brilliant Sky Toys and Books, discusses what he looks for when attending trade shows.
by Marissa DiBartolo uge, ornate signs. Giant, fivebooth-long exhibits with elaborate dcor. Swag bags full of product samples. Seemingly endless stacks of catalogs on thick cardstock and stand-out business cards. At trade shows such as the American International Toy Fair, toy manufacturers will do whatever they can to get buyers to purchase their products. However, according to Brent Taylor, founder of Okemos, Michigans Brent Taylor specialty retail franchise Brilliant Sky Toys and Books, it all comes down to the products themselves. There are three things Taylor tries to accomplish at Toy Fair: find new product lines, order from existing vendors, and negotiate terms. When buying a new product line, Taylor pays close attention to firsttime exhibitors, as these companies are likely to have products hes never seen before. However, only some will make the cut. Its about finding something that is completely revolutionary or finding the good, new variation on an existing theme that we think is new enough to be successful, he says. When looking at a new product, Taylor considers price point, play value, craftsmanship, and quality before making his final purchasing decision. Does the play value correspond to the price point? Thats ultimately whats going on in Brilliant Sky customers subconscious. For me, it all comes down to the question, Can I sell this? While looking at the thousands of toys at Toy Fair, there are a few types of products that Taylor wont consider at all. If it is a variation on something
Inside the Mind of a Specialty Buyer

H
Choosing New Lines
he knows to be unsuccessful, Taylor says he will skip right over it. For example, cardboard playhouses dont interest Taylor, as they have a high shipping cost, a high price point, and a low play value, which doesnt appeal to most Brilliant Sky shoppers. Taylor says he usually skips out on tech-based items as well, as there is not much tech in specialty. When looking for new product lines, it isnt always about the larger products with a high price point. Even in the specialty sector, impulse and add-on items are important to increasing consumers purchases. Just like anything else, these items still need to be carefully chosen. We are still looking for the best quality and highest value items that fall into that category. If its an item that retails for $1.99, we still want to make sure its something that is really worth the price, he says.
Brilliant Sky Toys and Books is a specialty retail franchise that was founded by Brent and Sonia Taylor in 2002.
The Smaller Side
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Its about finding something that is completely revolutionary or finding the good, new variation on an existing theme that we think is new enough to be successful.
In addition to increasing an average purchase by up to 25 percent, Taylor says impulse items are important for consumers who are looking for smaller items, including kids who come to Brilliant Sky with minimal allowance money, or parents looking to reward their child for something small. But he still proceeds with caution. We are careful not to get too heavily into the novelty-type items because typically those are not going to be the things with the greatest play value across all of the spectrum of things that we carry, Taylor explains. Some manufacturers offer special deals or terms to buyers at conventions like Toy Fair. The three most common, according to Taylor, are free shipping, a percentage discount, and extended dating terms. A standard invoice has a 30-day term, but on an extended deal, manufacturers might allow 60 or 90 days to pay the invoice. In todays world, free shipping has become a big one just because of the cost of transporting goods, he says. Taylor also generally tries to avoid purchasing from international companies because shipping costs can get too expensive, but if those companies have a deal for free shipping, then it can be worth considering. Time is limited at toy shows, so it is important to go in with a game plan and know what you want to accomplish each day of the show. On the first of the three days they attend Toy Fair, Taylor and his wife, Sonia, cover as much of the show floor as possible. We spend very little time in the booths. Well grab a flyer and make notes of booth numbers we want to come back to, says Taylor. Then, at the end of the day, Taylor and Sonia reconvene in their hotel and figure out a priority list of things to go back to on the second day to get to know the product better and take a look at pricing. We either do some buying at that point, or we will stash that information and do a second review on the second night. Even after the third day, no final decisions have to be made. Sometimes the Taylors bring information back to Michigan and decide at home whether or not they want to buy products they saw at the convention. As a specialty retail buyer, Taylor is looking for products that dont have a lot of mass saturation. At Toy Fair, this leads him downstairs to the
A view of the show floor from the 110th American International Toy Fair hosted at the Jacob K. Javits Center from February 10 to 13.
Look for Good Deals
lower level where more of the smaller companies are located. However, he and Sonia do walk the floor upstairs and spend time with bigger companies as well. We will spend time with the larger companies if they are companies that we do a lot of business with or if there is a large vendor that has a lot of new product introductions that I havent seen, says Taylor. However, he says its important not to get hung up with the big names if they arent introducing anything new or interesting. Time is the most valuable resource at Toy Fair. There is never enough time to see and do everything, so weve got to be careful about investing too much time with vendors, he says. According to Taylor, asking for product samples can be helpful in making a final purchasing decision. In addition to sample items, if he purchases a product line that will need to be demoed in-store to assist in selling it, he will ask the manufacturer for a demo product. Most vendors are more than happy to do that because they understand that if it equates to more retail sales, then ultimately its going to equate to more sales for them as well, Taylor explains. At this years Toy Fair, Taylor and his wife purchased about 15 new lines, including Stuffies, Dabble from INI LLC, blankZ from Always Been Creative, and wooden garden pinwheels from DB & Co. G
Ask for Samples
Make the Most of Your Time
Brent and Sonia Taylor founded Brilliant Sky Toys and Books in Michigan in 2002. The pair franchised the company six years ago, and there are now 15 Brilliant Sky locations across the country. The Taylors buy primarily for their own specialty store and negotiate terms with vendors for the franchised stores. This years American International Toy Fair marked the couples 10th Toy Fair as specialty buyers.
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Specialty Toys & Gifts spoke with specialty manufacturers and retailers from around the country to get their take on marketing, merchandising, and distribution strategies; the latest industry trends; and how they keep their customers happy.
Thea Brown buyer and head honcho, World of Mirth
Richmond, Va.
How do you work with retailers to merchandise toys in a way that promotes sales? Simon: We provide a wide variety of visual merchandising tools for our retail partners everything from colorful point-of-sale (POS) signs, easy-to-use racks, and finished display props to fully designed and customized Alex boutiques within their retail shops. We help them market with in-store experiential events and promotions to draw consumers to their stores. We offer Alex Play Days kits for holding events, and we provide consumer promotions for participating Alex retailers, complete with company-sponsored public relations, social media, advertising, and free gift with purchase/BOGO offers for their consumers. Osborne: We have two large promotions yearly: Wonderfest and Elfstravaganza. Wonderfest partners with the Cooper River Bridge Run Kids Run, a component of the Cooper River Bridge Runs activities. We had 8,000 people attend and hosted national toy vendors, local child entrepreneurs, child entertainers, and fitness activities to promote wellness, while benefiting five local childrens charities. Elfstravaganza kicks off our holiday season and Neighborhood Toy Store Day while featuring national toy companies, holiday activities, childrens charities, and a book signing with the author of Elf on the Shelf. Both Wonderfest and Elfstravaganza provide each attendee with a free toy, free food, drink, activities, and entertainment. It is all about children, family fun, and an opportunity to provide magic for the community while helping childrens charities. Carrying a strong local gift section in the store created by local child and adult entrepreneurs, and helping local childrens charities started by children, run by children, and for children has been incredible for keeping our store front and center in the community. Wonder Works is seen as the heart center of the community and we feel so blessed to provide this to our community. Brown: We use social media to keep in touch with our customers and let them know when new things are happening at the shop. It is
Mark Carson co-founder, Fat Brain Toys
Ann Kienzle owner, *play

Chicago, Ill.
McGuire: We work with retailers to select the right items for their stores and design planograms. We listen to retailers advice about making sure the packaging is clear about what you are buying and what you do with it. We have developed special displays that showcase our product and play day programs to allow retailers to demo our product at in-store events. We produce and offer videos to the stores to promote our products. We offer demo samples to stores.
What are you doing to drive customers to your store year round? What types of consumer outreach garner the strongest response for your store?
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Carson: During the off-season, we focus a lot of attention on free events to engage our customers. We host a themed event the last Friday of every month called Fat Brain Fridays where we invite the public in for really great interactive activities. One month might be science-focused while another month might be crafts. By far our most popular event is our Beach Party, where we deposit 10 tons of sand in our parking lot and let the kids go nuts. We also hosted a Celebration of Mind event last fall, where we attracted over 1,000 visitors for a full day of mind-expanding activities. What are you seeing as your retail partners biggest concerns when buying product? Simon: Many retailers are concerned with prices and the cost of inventory, and feel that the big-box competition is problematic. Topperforming shops are seeking new, trendy, high-quality offerings to separate themselves from the mass experience. Equally as important, they are looking for products that have year-round appeal, are implosive or seasonal, and can even out the sales pattern over the course of the year. Specialty retailers are concerned with traffic in their geographic areas, the high costs
Kienzle: We try to have events all year round, including our weekly story times, a class, or a partnership we have with local parenting affiliations. We get the biggest responses from Facebook and our newsletter.
hands down the easiest and quickest way to get information in front our our fan base; it is literally right in their hands most of the time.
McGuire: For our retail science kits specifically, there is always a concern that the serious educational qualities are well-balanced with play value and approachability. Our goal is to make science kits that sit right in the sweet spot between fun and learning. In a toy store, striking this balance is critical for sell through. Are you utilizing social media to build neighborhood awareness? Osborne: We continue to send weekly eblasts out to our 48,000 contacts and twice daily postings to our 11,000 Facebook fans. These focus on new product videos, store activity shots, and planned in-store events.
of rent and service, and the cost of stocking their stores 12 months a year, when the buying cycle for toys is so skewed toward the fourth quarter. They have to invest way ahead of the return to keep their store appealing and inviting even in slow times, and that is risky, so they are also looking for promotions, dating programs, and products that fit the current season to minimize the time between invoice and sales through the register.
Ted McGuire president, Thames & Kosmos
Christine Osborne owner, Wonder Works

multiple locations, S.C.
Kienzle: Yes, we started our Facebook page before the store even opened and had fans fol-
Brown: We are fortunate to be in a small local shopping district. People know that spending money here goes directly to the local economy. For the store itself, we work year-round with local non-profits, parentteacher associations, and other groups to help foster a greater sense of our place in the community as a whole.
Janet Simon vice president, marketing, Alex
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lowing our build out progress. Its the easiest way to communicate with fans. We often get comments on our posts throughout the week. We are also on Twitter and Instagram. What are your current top-selling products/lines/manufacturers? Have there been any surprise hits so far this year? Carson: Stomp Rockets have been a perennial best-seller for us and the Boogie Board LCD continues to be very strong. Our own Tobbles and Chalktrail have been hot sellers for us as well. The re-introduction of Spirograph from Kahootz has been a pleasant surprise (then again, it was one of my childhood favorites!).
World of Mirth
Osborne: Several of our products that were strong sellers for the 2012 holiday season continue to be strong sellers this year, such as Boogie Board by Improv and Beanie Boos by Ty. Summer items starting strong this year are
Kienzle: Books are a top seller for us. Its always in our top three categories. Outside of books, one of our strongest toy brands is Schylling. Weve also found success with the relaunch of Brio and the Fisher-Price retro items.
Brown: Our surprise hit of the year so far has been the giant badminton set from Brer Rabbit. I also brought in a small amount of very niche licensed items that our customers really seem to like.
Wabobas Big Kahuna, Tiki Toss by Mellow Militia, Foam Pogo Jumper by International Playthings, and the No Button by Zany Toy.
Kienzle: I dont know that I would call it a shift, but we definitely have customers that appreciate items that are made in the U.S. and are willing to pay slightly more for that. There is always a need for pick up items, but we find our customers are willing to invest if the value is there. What are the major trends affecting your business in the year ahead? Simon: We continue to see a trend in do-it-yourself (DIY) projects for tweens. Providing products that they can make themselves, personalize their own way, be proud of the results, and that actually fit into their lifestyle and have utility is key. Our duct tape items such as the Tote Bag and the Messenger Bag are still top of the charts, jewelry is as strong as ever, and our tech itemssuch as earphonesare getting rave receptions. Knitting, crocheting, sewing, and embroidery kits have taken on a new life. Self
Carson: I dont know if I can say Im seeing a true shift yet, but I will say that customers arent solely concerned with price. Especially from a giftgiving perspective, customers want to give something of qualitysomething unique and theyre willing to pay a little extra for those traits.
on price. Good products need to pack a lot of value, and the keys to this are clever design choices that optimize value to the users, and of course an efficient supply chain. Every component in our science kits is designed and selected with its ultimate value to the user as the top criteria.
Are you seeing a shift toward products with higher value, versus products that are simply less expensive? McGuire: Yes, consumers are increasingly price sensitive, and there is a lot of competition
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expression through our spa items, tattoos, hair chalks, and related personal items are very strong as well. The idea that tweens are coming back to the craft table to make their own stuff is a very strong trend. In addition, we also see that solid evergreen items such as tried-and-true crafts and art supplies remain strong and seasonal, active, outdoor products continue to be on the rise. Low tech with high results is our focus. this holiday season? Osborne: Layaway starts at Wonder Works on September 1 and is always a wonderful way to capture customers interests and dollars for the holiday season. Gift wrapping is a given and customers not only love it, they expect it as part of Wonder Works service. This year we will focus on large businesses in the community, and provide them with a Toys in Transit program, where we will share the hot holiday toys with them, take orders, fill orders, wrap them, and deliver them with our Magic Mobile.
Kienzle: We always offer gift wrapping and its a huge hit. We also do personal or private shopping experiences (with food and wine if possible) and we do a delivery program so that the customer doesnt have to wait for the items to be wrapped; we deliver a few days later. What is your distribution strategy when it comes to specialty? Simon: Since 2009, Alex has partnered with over 100 U.S. specialty retailers to create unique in-store boutiques that showcase the breadth of the Alex brand and create value for store patrons. Customized boutiques are Alex retail stores within a retail store (e.g. Alex-branded product section in a Learning Express and/or other specialty toy stores across the country). Our visual display team works directly with the retailer on how best to utilize their space to showcase Alex and then designs and installs the Alex boutique, including visual merchandising,
Carson: One area where were focusing a lot of effort is educating consumers about the specialty toy market. The consumer demand for quality toys is there, just not the awareness. Our goal is to be out front letting consumers know that there are alternatives out there to the ever-present mass market. Which holiday selling techniques did consumers respond to best in 2012 (layaway, price matching, gift wrapping, etc.)? Which services do you plan to provide
McGuire: New technologies. We are launching our first tablet-enabled science kit, which features a buildable, programmable remote-control car (among other models) and augmented reality technology to let kids drive the car through a virtual reality city. Also, more online activities. We are working to provide more good digital content to help consumers find and buy our products online and in stores. We are gauging the effectiveness of the parade of new social media tools coming in and out of style.
Brown: We did not do anything extra last holiday and had our best season to date. We offer free gift wrap all year round, and we do not have layaway or price matching. We rely on our great customer service and the fact that we have hardto-find items that we are actually knowledgable about to keep our customers happy and coming back.
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McGuire: Specialty toy is and has always been the core of our distribution strategy. With their well-curated stores, educated sales associates, and constructive feedback, specialty toy retailers have been our invaluable partners in bringing our product to consumers in the U.S. market. We are not by any means a specialty-only line, but we are careful about to whom and how much we sell. How are you dealing with the issue of showrooming, where consumers are browsing in brick-and-mortar stores and then price-comparison shopping online? Kienzle: We are in a fortunate situation of a growing neighborhood and we have a legion of people who understand that in order for the community to grow, they need to support local businesses. I occasionally run into customers taking POS, racks, and finished displays.
pictures so I assume its for showroming, but it hasnt been an overwhelming problem for us. We also like to think we offer a great experience; we know their names and their kids names, and we make an effort to go above and beyond for our customer. How are you addressing the continuing issue of age compression in developing toys that will appeal to an older child? Carson: That is a tough one, but the conventional wisdom that apps are making toys and games obsolete is a bit overstated. In fact, Im seeing quite a bit of evidence that parents and grandparents are seeking out physical entertainment to combat the overabundance of virtual play. From a development perspective, we spend a lot of time building multiple levels of play into many of our toys and games. One of my pet peeves are toys that are targeted to a very narrow age and/or gender. Our ideal product is
McGuire: Science kits by nature appeal to older children, especially the high-tech or advanced sets. Nonetheless, we are developing more kits for younger kids (ages 4 to 6) than we have in the past.
Simon: This follows our view on trends. We continue to grow our offerings to kids that are aging out of starter crafts or beginner art projects, but remain highly interested in DIY projects that are trendy and show great personalized results that they can be proud of showing off in their world of peers. Room dcor, jewelry, tote bags, scrapbooks, fashion look books, pinboards, and even personal items like lip gloss, hair chalk, and tattoo body art are all part of our everyday product lines. These fit right into the world that they and their friends inhabit every day. Moving from toys to lifestyle has kept the Alex brand current as the kids grow from one stage to the next.
one thats intuitive enough for a baby to play with but versatile enough that even an adult finds it intriguing.
Wonder Works
Which marketing/advertising channels have been most successful for you? Carson: Were still heavily focused on traditional online channels like paid search, but our marketing has become increasingly multi-touch, where we stay top-of-mind with our customers through email, social media, direct mail, and, on a local basis, through lots of face-to-face events and sponsorships.
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MARKETPLACE & ACADEMY 2013

Ado ra
The Striation Pink Tee Pee Playhouse, from PACIFIC PLAY TENTS INC., stands nearly 5 feet tall and nearly 4 feet wide. Made of durable 100-percent cotton canvas, the easy-to-set-up teepee can be used indoors. The bright walls feature interesting designs and there is an easy access opening as well as a mesh window for ventilation purposes. The Striation Pink Tee Pee Playhouse features a cotton canvas floor for extra comfort and wooden poles for extra durability. The teepee also comes in a carry bag for easy storage.
Striation Pink Tee Pee Playhouse
ADORAs BathTime Puppets, for kids ages 1 and up, are designed for mom and baby to play with in the bath or pool. Each BathTime Puppet is made of machine washable terry cloth, allowing the puppets to get wet and then dry off in time for more play. BathTime Babies, for kids ages 1 and up, are dolls made for the bath or pool. Each BathTime Baby comes with its very own washcloth and removable animal-themed bath robe that, when taken off, shows the dolls cute swimsuit-printed body. The dolls exclusive QuikDri body will dry in no time, making it always ready for play. The dolls feature openclose eyes, are handmade, and can be machine washed.
BathTime Babies Monkey
Twinkles to Go Octo, from CLOUD B, is the compact solution for soothing sleep, and is based on the original Twilight Turtle that transforms any room into a starry night sky to help comfort children to sleep. This spherical octopus projects blue or green stars and images of friendly little fish busily blowing bubbles. The smiley-faced plastic shell sits on a soft base of round bubbly octopus arms, illuminating its magical imagery in soothing colors to help ease a childs fear of the dark. Twinkles to Go Octo offers a 45-minute timer option to ensure complete darkness during a childs deep sleep, as recommended by pediatricians. Cloud b takes it patented Twilight Turtle technology to a new form with the Twilight CarzRed Lightning. By night, Twilight Carz help soothe even the most restless sleepers, and by day they transform into pushand-play race cars, featuring fully functioning wheels. Light projections in either blue or red are set to a 45-minute timer, ensuring complete darkness during the childs sleep. Red Lightning features projections of lightning bolts, with illuminating headlights and taillights. Cloud b has enhanced its Sleep Sheep with a sound-activated sensor. Now when baby awakes in the middle of the night, Sleep SheepSmart Sensor responds and restarts its soothing soft sounds of nature or the reassuring sound of a mothers heartbeat. Its the perfect companion for a calm and restful night for both baby and parents. Sleep SheepSmart Sensor, wearing an adorable night cap, offers the choice of a 23Twinkles to Go Octo minute or a 45-minute timer, activated to restart by sound.
Cloud b Lights Up with Twinkles to Go Octo
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is n a m Folk The Red Octopus Puppet, from F
OLKMANIS, is true to life with vivid coloration and eight movable arms. Each arm features realistic printed suction cups on the underside. Easy to wriggle around, the Red Octopus Puppet fits like a glove and instantly comes to life. The Desert Tortoise Puppet holds the secret to longevity. With lifelike coloration and a patterned fabric shell, the puppet is very realistic. Users can articulate the movable mouth and legs and then retract them into the tortoises shell.
Desert Tortoise
HAPEs City Parking Garage provides toy cars with a place to park without needing to worry about two-hour parking limits on imaginary city streets. The City Parking Garage has three levels of parking and a helipad for the citys high rollers. The structure is connected by ramps and by a garage elevator that services the entire structure. The set comes with three cars and one helicopter. It is designed for kids ages 3 and up. Quadrilla Music Motion Marble Run adds a musical element to the marble run formula. Music Motion includes xylophone keys that are placed into different building pieces. It can be combined seamlessly with other Quadrilla marble run sets and is crafted with high-quality birch and rubber woods and has metal xylophone keys. This set is designed for kids ages 4 and up. Hapes Walk-Along Snail is a googly-eyed snail with a block-holding shell, which spins on the snails back when kids pull it along. One side of the shell has three differently shaped holes (triangular, circular, and square) for kids to practice shape sorting, while the other side has an elastic-banded opening to allow for easy removal of shape blocks from the snails shell. The shell is removable, ensuring functional fun, while also preventing pinched fingers. This toy is designed for kids ages 1 and up. Hapes Mighty Band is an all-in-one musical platform, which includes a wooden drum, a cymbal, a guiro, a xylophone, two drumsticks, and a clapper. The entire set is made with solid Maple and Baltic birch plywood and finished with child-safe paints. This set is designed for kids ages 2 and up. The Garden Gear Stacker has a puzzle gear cog base, flower- and garden-themed felt, and wood pieces to stack in any number of ways. There are even two little insect friends, a butterfly and a bee. The internal structure of the stacker is constructed with an elasticized post to ensure safety in play. This set is designed for kids ages 1 and up. Doll families can sleep easy knowing that they are under the watchful eye of the wooden male and female heWooden Dolls roes of the wooden doll Fire Station. Hapes Fire Station comes with a working garage door, a fire alarm bell, a fire pole, a bed, exercise equipment, a desk, and even a little firefighter dressed in trusty black and yellow firefighting gear. This set is designed for kids ages 3 and up. Hapes new Wooden Doll family members rock stylish haircuts and are dressed in modern fashions. Their features are all meticulously hand-painted with child-safe paints. Kids can choose from Grandfather, Grandmother, Dad, Mom, Daughter, Son, or Younger Daughter. These dolls are designed for kids ages 3 and up.
Hape Unveils Play Sets, Dolls
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Bananagrams Knows Word Games
In Appletters, from BANANAGRAMS INC., new readers work together to build a word worm by adding words to the head or tail. Unexpected twists and turns can happen, so players must stay on their toes. If a player forgets the rules, he or she might get called a Rotten Apple. The first player to use all of his or her tiles wins. In addition, there are three extra challenge games. Appletters helps to develop spelling skills, enhances strategic thinking, encourages cooperation, promotes turn-taking, and improves concentration. The game is designed for children ages 5 and up. PairsinPears also mixes fun with learning. Packed with eight educational activities, plus two competitive word games, PairsinPears grows with players from the pre-reader stage all the way through adulthood. With developmental activities such as pattern grouping and letter hunt for parents to play with their pre-readers, and wordplay activities such as rhyming and fill in the blank for early readers, kids will learn while playing. In addition, two fast, fun games will have players racing to build word grids in friendly competition. This game is designed for children ages 3 and up. Both Appletters and PairsinPears have been revamped using fan input.
es m a G ly Rainbows and Storms, from G Gridd
RIDDLY GAMES, puts a twist on conventional game play and adds a splash of color to traditional Chutes and Ladders-style games. For kids ages 5 and up, Rainbows and Storms is a design-your-own sticker board game that offers a flurry of activity. Show Me the Kwan is a word game that doesnt require players to be great spellers. The definition of Kwan is to be the most extraordinary and an unstoppable force. To play Show Me the Kwan, roll the dice and be the first to pick the letter that matches the category for each round. There are 13 dice; 12 contain letters and one says, 1st, 2nd, or last, which defines the letter placement in the word. Topic: food; Letter: A. If die says 1st, then the word must begin with the rolled letter: apple. If 2nd letter: banana; or last letter: banana. Collect points and be the first to get Kwan. It is a fast-paced, mind-teasing, dynamic party game.
New to the Kimmidoll line is the Kimmidoll Junior Beanbag Toy, from KIDS PREFERRED. Each doll has its own colorful personality so kids can collect them all. The Kimmidoll characters help promote a message of friendship. Baby Abuelita dolls are modeled after Latin American grandparents. Each doll sings a special selection of traditional Spanish lullabies, exposing children to fundamental Spanish words and Hispanic heritage. Kids can press the dolls hands and listen to melodies, including Durmete mi nia, Tengo una vaca lechera, and Los pollitos dicen. Baby Abuelita Rosa and Baby Abuelito Poncho each stand 16.5 inches tall and are crafted from soft, child-friendly materials. The dolls are designed for kids ages newborn and up.
Kimmidoll Junior Beanbag Toy
Kids P referr ed
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ry o t c a bF r O The Make Your Own Glitter Chalk, from T
HE ORB FACTORY, lets kids ages 6 and up mix, mold, and create their own glitter chalk. Kids combine plaster, water, color, and glitter into one of four different molds, including a butterfly and a flower. Once the mixture dries, the sparkling chalk is ready. Four bright colors of liquid and four colors of glitter can be mixed and matched for completely customized creations. With the Curiosity Kits Lava Rock Volcano, kids ages 6 and up can combine art and science to design their own volcano and chemical reaction. Using plaster and paint to turn a domed base into a realistic volcano, kids can then add a tube, a funnel, and a squeeze bottle to control the size and timing of the eruptions. Kids can create the chemical mixture with vinegar and baking soda, and add fake gravel and red coloring to make foaming lava. Loop, tie, and knot Cute Cord jewelry with Imaginista Cute Cords. Kids will learn to tie beautiful knots using five different cords to make headbands, bracelets, rings, necklaces, and more. Kids can add anchor charms for a nautical theme. Follow a simple numbered legend and add tiles and jewels to the Sticky Mosaics Magical Melody Music Box. This jewelry box craft plays music each time its opened.
With the Scope Constructor, from THAMES AND KOSMOS, kids build their own microscopes, telescopes, and binoculars. This kit teaches young scientists how microscopes and telescopes work by letting them build these scopes from simple, reconfigurable parts. Kids will discover first-hand how lenses bend light and learn how they can be combined together to make images larger and clearer for different applications. Kids can build many types of scopes and learn how their various components function. Kids can experiment with different lenses, different tube lengths, and different body configurations; construct binoculars and a spotting scope; and examine three prepared slides under their microscope, plus prepare their own slides. This set is recommended for kids ages 8 and up. Air + Water Power Plus lets kids build their own models powered by air pressure and water to learn about the laws of physics. A larger, super-charged version of Thames and Kosmos original Air + Water Power kit, this kit allows kids to build more powerful models using two different air-and-water-powered systems: water-jet propelled cars and hydro-pneumo (water-air) powered engines. The hydropneumo system in this kit uses a larger, more powerful self-contained air-and-water turbine system as a motor. Two pressurized air-water tanks are included in this kit, allowing kids to build two water-jet propelled cars simultaneously and race them against one another. Kids can construct 30 models, including pressurized water guns, air-andwater turbine-driven cars, rocket cars, and jet boats. The water-jet propelled cars are a fun outdoor activity, while the self-contained hydro-pneumo powered models are designed for both indoor and outdoor use. Kids can compete with their friends to see whose water-jet propelled car goes the fastest, and whose hydro-pneumo car goes the farthest. This set is recommended for kids ages 8 and up.
Air + Water Power Plus
Thames and Kosmos Knows Science Fun
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Cirplexed!, from MINDWARE, is a 360-degree game of colorful strategy. Each tile features quarter circles of different colors. Each player must create his or her own game board by drawing and placing tiles, in an attempt to create the most single-color circles. Cirplexed! can be played with two to four players ages 6 and up. Get the Picture is a brain-bending spin on dot-to-dot puzzles. Two players or teams of kids ages 8 and up race to identify their mystery images by following secret clues. The clue windows on the game board reveal a series of dots to connect, or a special puzzle-solving hint to decipher. Each player records his or her guess of what the image might be after every clue. Players continue opening windows, connecting dots, and guessing until they can get the picture. In PicWits, players try to match their picture cards with the judges caption card. Each player is dealt a hand of photo cards. The judge plays a caption card, and each player must choose one photo card that best matches the caption. Each players photo card will be assessed against the cards of the other players. The judge chooses the card he or she likes best, and that person wins the round. The player with the most matches wins the game. PicWits is designed for four or more players ages 10 and up. Q-bitz Extreme takes the original Q-bitz and adds the challenge of curving patterns and a special round of game play where players must create a pattern in reverse. The player who collects the most cards wins the game. Each game includes four wooden trays and sets of cubes and 80 pattern cards. The game is designed for two to four players ages 8 and up. The Q-BA-Maze 2.0 Mega Stunt Set puts the laws of motion to the test. Kids can build up the marble maze and watch the marbles make their way down the track. The pieces interlock in endless configurations, while double-exit cubes keep kids guessing on which way the marbles will go. The Mega Stunt Set includes 108 cubes, two cascade stilts, and 30 steel marbles. The set is designed for kids ages 6 and up.
Min dWa re
With SmartMax Build & Light, from SMART TOYS AND GAMES INC., children can create houses, towers, and other bright structures with easy-to-manipulate magnetic balls and multicolored bars, two of which are lit with LED lights. Bunny Peek A Boo is a game for children ages 2 to 5. Three sturdy wooden blocks and a rabbit character help children develop spatial perception skills as they pull the rabbit out of the box with this 3-D puzzle. Bunny Peek A Boo includes 60 challenges that prepare children for more difficult single-player logic games. Back 2 Back is a single-player logic game that takes puzzle building vertical with a grid-shaped vertical game board. Players ages 7 and up must attempt to fill both sides of the grid with the 11 colorful and varied puzzle pieces. The game features a travel case and a booklet with 60 challenges for testing even the sharpest minds. New to the IQ series, IQ Link draws players 8 and up into its mesmerizing challenges as they work to fit 36 colorful, fun-shaped puzzle parts into the 24 free spaces on the game board. This compact game can be taken on-the-go and comes with 120 challenges for brainbuilding fun. In the single-player logic game Vikings, players ages 6 and up rotate a variety of puzzle pieces built into the board to navigate ships out of a storm. Contents include the game board, four Viking ships, nine rotating puzzle pieces, and a booklet with 48 challenges.
Smart Toys and Games Makes Kids Use Their Noggins
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TOMY releases new additions to its Chuggington Wooden Railway line, including more characters to its collectible lineup of engines, as well as feature-packed train sets and destinations. All are made with classic, high-quality wood construction, which is compatible with other major wooden railway toys. The Chuggington Wooden Railway Wilsons Lift & Load Figure 8 Set is a great starter set for budding engineers. The simple yet fun features, such as a cargo lift and load destination, will engage children and entertain with classic train play. Tomys new toddler line is comprised of interactive toys that develop a childs core skills. Whackem Racers requires kids to place the racing drivers at the top of the starting line, make sure their cars are lined up beneath them, and smash them through the hole into their Chuggington Wooden Railway Wilsons Lift & Load Figure 8 Set cars and watch as they speed off. This toy is appropriate for kids ages 18 months and up. Pic n Pop Ball Blaster gets toddlers on the move. One click of the button launches a colorful ball, then kids roll over the balls with the blaster to pick them back up and get ready to shoot them again. The blaster comes with four balls and is designed for kids ages 18 months and up. Encouraging early development of the senses, Tomys Lamaze line of toys sparks creativity, introduces discovery, and supports healthy sensory development. With Lamaze Classic Play Franky the Hanky Whale, babies will love pulling hanky after hanky from this cuddly toy. Put the colorful tissues in Frankys mouth and baby pulls them out of the spout. Baby will love the surprise play. Franky is designed with fabrics of multiple, premium textures in bold colors and patterns to stimulate developing vision. This toy is designed for kids ages 6 months and up. The Everyday Lamaze Giggle Bunny Ball encourages kids to grab the bunnys looped ear and shake him around to hear his contagious laughs. The loop ear is easy for baby to grasp while high-contrast colors and patterns stimulate babys vision. This toy is designed for newborns and up. Tomy spotlights its complete line of toys based on the preschool TV series Pajanimals. Snuggle Up Story Mat is a premium fleece nap mat, sized for kids ages 2 to 6, featuring favorite Pajanimals characters and themes with a pillow that flips open for story time. This mat includes a soft book that transforms into a pillow. Franky the Hanky Whale Tomy International, the exclusive licensee and distributor for Pokmon in categories including figures, accessories, plush, play sets and more, debuts its all-new line for the kids entertainment franchise. Catch Pokmon like a Pokmon Trainer with the Catch n Return Pok Ball. Kids put a Pokmon figure on the stand, pull back the Pok Ball, aim, and release. When Catch n Return Pok Ball kids make a successful catch, the Pok Ball will come right back to them. Once theyve caught their Pokmon, the Pok Ball pops open with the push of a button so kids can send their new Pokmon into battle. Each pack contains a 2-inch Pokmon figure with colorful detail; a Pokdex ID Tag with its height, weight, and type; a Catch n Return Pok Ball, and a stand. Each Pok Ball holds a 2-inch Pokmon character and works with the included stand.
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Paddle Tether Ball, from ALEX TOYS, can be played with one or two players and will get kids moving and swinging. Paddle Tether Ball helps kids develop hand-eye coordination and is adjustable to four different heights (up to 72 inches). Complete with a soft ball and wide paddles, the base can be filled with sand or water for stability and placed on any flat surface. With Busy Bead MazeRace Around, kids ages 18 months and up can move the chunky bead pieces shaped like a car, a plane, a bus, and trucks around the colorful maze. The sustainable tabletop design provides a sturdy surface for little learning hands to explore, move, and discover. The beads can also travel through and under the My Tape Town tabletop. Busy Bead Maze is visually stimulating, and helps develop hand-eye coordination and an understanding of cause and effect. Kids ages 3 and up can use My Tape Town to create their own cityscape. Kids can tape buildings and add windows, roads, cars, trees, and more with stickers and easy-to-tear tape in six colors. With Earphone Couture, kids ages 8 and up can turn earphones from plain to cool. Kids can add fluffy pink yarn and charms to make earphones that rock. The kit includes 20 yards of fluffy yarn, guitar and peace sign charms, jump rings, and pink earbuds. Fun, style, and fashion come together with Super Mani Pedi Party. Kids ages 6 and up can paint their nails in cool colors and then style them with glitter, sequins, and funky nail appliques that stick on easily. The kit includes a nail file, more than 70 nail appliques to design unique styles, toe separators, plastic tweezers, and a brush.
Spot it! Party, from BLUE ORANGE GAMES, includes eight colorful card holders and the Hand Mascota totem of the character on the games logo. The cards have a new set of funky symbols, including items such as a gnome, a plunger, and headphones. If seasoned Spot It! players are too quick to recognize the symbols in the original Spot It! game, the Party edition will level the playing field. Spot It! Party lets players choose from six individual mini-games with separate rules and objectives. Games such as The Tower get a big twist with the introduction of the Hand Mascot. In addition to match-making, players have to keep their eyes peeled for their chance to steal or pass the Hand Mascot, which can make or break a win. Players ages 10 and up can engage in six new mini-games, including The Race, Dynamite, and Double Frenzy, which add memory and multi-tasking to the Spot It! challenge. The winner of the most mini-games during a play session earns the title of Spot It! Master.
Blue Orange Games Kicks Spot It! Up a Notch
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ERG
SA U The Route 66, from B USA, is named after the legendary Route Berg 66, which runs from Illinois to California. It features super slick tiresincluding a
special front tirewide handlebars, and is shown with an optional roll-bar. The Route 66 is designed for kids ages 5 and up. The Berg Extra AF Sport is available in silver and black or red and blue. The top-quality kart features a full-size frame, a front swing axle, and a striking front spoiler. The kart is designed for kids ages 5 and up. The Jeep Adventure is a light, compact pedal-kart. The frame is made of powder-coated Route 66 tubular steel featuring sturdy all-terrain tires. Both the seat and the steering column are adjustable. The kart is designed for kids ages 4 to 12 and features the BFR drive system, which allows kids to pedal forward and in reverse, and has a coaster break to stop. Berg Buddy Hot Rod is built on a black powder-coated tubular steel frame. It is equipped with special racing tires for extra grip, and has fire branding on the chain guard. The kart is designed for kids ages 3 to 8 and features an adjustable steering column and seat. The Hot Rod also features the BFR drive system.
FAT BRAIN TOY CO. brings the fun of Chalktrail for bicycles to scooters. Kids ages 4 and up can use Chalktrail on any scooter for creative, colorful fun. Get riding to draw figure eights, wavy meandering paths, perfect circles, and fascinating designs by retracing the same route again and again in succession. No tools or parents requiredjust kids, wheels, chalk, fresh air, and fun. Chalktrail promotes healthy riding while enhancing kids creative skills. In Cheese Louise, players can spin, stack, and switch out pieces of cheese to cover all the toppings on the bread. Peanut butter, jelly, pickle, ketchup, mustard, and olives must not be seen through the holes of the Swiss cheese. Cheese Louise is a condiment-crazy challenge that tempts players speed, critical thinking, and acute visual skills. The game is designed for one to four players ages 6 and up. Fish to Fish provides fin to fin fun. The different fish move in formation only if the player has fast eyes, faster fingers, and can sequence swiftly. Start with one fish, then select another exactly like it with only one difference. With 32 fish jumping from their places into the hands of players, Fish to Fish is a fast-paced race for one to five players ages 8 and up. Chalktrail In Pixel Flip, as players begin to master making matches, subtle color differences will pixelate in their color memories until they are struck by new realizations. Designed for two to six players ages 5 and up, Pixel Flip helps improve memory and vocabulary skills. In Speed Bump, players must spin, switch, and swap the road sign tiles to match the sign outlines on the challenge card. Once each players tiles are turned correctly, he or she must hit the speed bump buzzer to let the other players know that theyve just run into a Speed Bump themselves. If the tiles are correct, that player wins the round. Speed Bump features multiple levels of play and is designed for two to four players ages 6 and up. Separation Anxiety requires players to visually separate the words on each card and then identify the two words that can be most easily associated. With two types of challenges, Separation Anxiety is brain-twisting, eye-crossing fun for players ages 12 and up.
Fat Brain Introduces Chalktrail for Scooters
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The Legends Longbow, from ZING, is the ultimate softfoam bow and arrow combo. With a wood-like appearance, kids can be modern-day marksmen and practice their archery skills indoors or outside. The soft-foam Zonic whistle-screaming arrows squeal through the air at distances of up to 125 feet, while the Zartz suction cup arrows stick to almost anything. Kids hook the ammo into the safe and secure loading zone, line up the shot, and let it fly. The Legends Slingshot is a modern day slingshot with a classic appearance that kids can use to hone their hand-eye coordination and accuracy skills. The Legends Slingshot is capable of launching softfoam ammo up to 45 feet. Kids load the ball into each slot of the loop system, pull back, and let it rip.
Legends Longbow Legends Slingshot
Zing
In WordARound, from THINKFUN, players try to be the first to unravel, decipher, and shout out the word on each circular WordARound card. The first to do so wins that card. The player with the most cards wins. This fast-paced card game is designed for players ages 10 and up. The goal of Laser Maze is to direct the laser beam through a series of mind-challenging mazes, providing a mental workout as users flex their strategic-thinking muscles by maneuvering the light through the course. Laser Maze is for ages 8 and up.
Thin
kFu
POM TREE introduces a new product line: Stuck on Fun. Welcome to the world of Pom Tree Village, a friendly new town where kids can build delightful 3-D houses and shops, and decorate them with their choice of characters, stickers, and accessories. The line includes Playtown & Playscape Creativity Kits, Sticker Tubs, and Sticker Storybooks. Stuck on Fun Playtown kits assemble easily and dont require glue. Each kit includes all the materials needed to construct a 3-D building and includes mixed-media materials such as foam, felt, chipboard, and stickers. As they set up the town, adding 3-D buildings and characters, kids can decorate each building with colorful stickers, move furniture, make up stories involving the characters, and put bushes, Pom Tree Tree House pets, and accessories into place. Each building is open in the back, and the doors open and close for a realistic touch. All sets include plenty of stickers for hours of decorating fun. Coordinating Sticker Tubs are sold separately and can be used for additional embellishments. Stuck on Fun Playscape kits offer lots of creative fun. Loads of colorful chenille stems, pom poms, pony beads, and mixed media stickers provide materials for creating lots of craft projects. Kids can create bookmarks, flowers, pom critters, jewelry, and much more, and then add decorative stickers for a finishing touch. Join Lily and her best friends, Charlotte & Ella, on their extraordinary day on the town in the new Sticker Storybook. Theres so much to doshop, tend to the backyard garden, paint pictures, dance, fly a kite in the park, and end the day with a pajama party. Decorative sticker pages are included, allowing each page to be customized.
Pom Tree Has Creative Play Sets
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pe a h S Edu
Puppet Playland, from EDUSHAPE, can be played using just the puppet or it can be integrated with the book. This toy acts as babys first book and encourages social play, role play, and narrative thinking skills. Puppet Playland features a lovable puppet character who travels through the ocean, sky, city, and forest in the soft and colorful cloth book, stimulating babys imagination all along the way.
My Studio Girl, a new craft line from UNIVERSITY GAMES, offers numerous activities for kids to create, play, and display. The easy-to-make sewing kits, air dry dough sculptures, paper mach keepsakes, and activity play sets can be created, collected, or gifted. WWZ is a strategy game that has the human player cooperating to take on the zombies and prevent human extinction from the pandemic. However, players may become infected and become zombies themselves, forcing them to switch sides. In Dumb Ass, every player has a chance to be a winner by picking the wrong answer and advancing around the playing board. The reader announces four items that appear to have a correlation. Players then choose which item does not belong by using their answer tokens. The players with the correct wrong answer then rolls the die to move ahead on the board. Ligretto is a card game that will keep players on their toes as they race to get rid of all of their cards first. Speed and timing is the key to success, especially when playing with up to 12 players. The Ligretto dice game is just as fast and requires all players to roll their dice and line them up in numerical order at the same time. In the original two-player code-breaking game Bulls and Cows, one player tries to break a two-, three-, or four-number code established by the opponent in as few guesses as possible. Bull chips and cow chips indicate whether a code guess is the correct number or if the number is in the correct sequence. Very Hungry Caterpillar Twirl and Toss is a skill and action game starring the iconic caterpillar. Children toss their fruit and try to be the first to land all three pieces on the twirling, motorized caterpillar to win. With the Outfitters Collection, on-and-off-the-road travelers can play their favorite classic games anywhere they go. The Front Porch Classics Outfitters Collection features four lightweight, compact wooden games, each packaged inside a canvas and nylon stuff sack with a mesh window and drawstring toggle closure. Games include Outfitters Dominoes, Outfitters Cribbage, and Outfitters Mancala. New to the Brain Box line of games are Brain Box Nature and Brain Box U.S. Presidents. Both games ask players to review a flash card for 10 seconds and then flip the card over to try and answer questions based on what was on the front of the card. This brain teaser helps kids learn information on new topics. Brain boxes are travel-friendly and are compact for easy storage.
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Omnicors Wikki Stix Teach Kids Skills
Wikki Stix, from OMNICOR, are a tactile and sensory-engaging product ideal for honing fine motor skills, kinesthetic learning, and working with the visually impaired, as well as the entire autism spectrum. This product was designed to meet the needs of occupational therapists and other specialists working with kids with special needs, along with parents and teachers. This kit includes a resource manual and six activity cards, including two face cards for nonverbal expression of mood. There is also a grid board for construction and building as well as a therapy bag bonus unit. This kit includes 144 Wikki Stix in a carrying bag.
Heartlake Place Transforming Toy Box
NEAT-OH! INTERNATIONAL LLC releases new additions to its patent-pending ZipBin line of interactive storage products that unzip to become activity or play surfaces, and then zip back up to storage bin form. Neat-Oh! features several licenses, including Lego, Lego Star Wars, Barbie, Hot Wheels, and Star Wars. The Lego Chima ZipBin Battle Case lets kids take control of their own Chima kingdom. Kids can hold jousts between their favorite tribes on the fold-out ramp and easily store their pieces when they are done. The case folds flat when not in use and easily wipes clean with a damp cloth. The Lego Friends Heartlake Wristlet provides five pockets to help girls store and travel with their Lego Friends figures in style. Unzip the wristlet from trendy accessory to completely flat surface Star Wars Stromtrooper with 3-D pop-up scenery. Toy Storage & Carrying Case The Lego Friends ZipBin Heartlake Place Transforming Toy Box unfolds to unveil a beautiful landscape. This ZipBin features a satin handle and immersive playmat for girls looking to enhance their experience of Heartlake Place. Barbie Black Bow Clutch and Closet will ensure every fashionista is dressed to the nines for all occasions. Barbie ZipBin Clutch is the perfect finishing touch for any outfit, featuring pink woven designs on the front and a dreamy dressing room for Barbie on the inside. Hot Wheels Racing Battle Case has space to store up to 20 Hot Wheels cars. The Battle Case acts as a launch site for all of the biggest races. Flip out the track and slide four Hot Wheels cars down in the ultimate race to the finish. This durable, portable, and functional case makes both play and storage easy with 20 dividers built in to keep cars organized and accessible. ZipBin Crash Racer BackPack with Car Assortment is the flashiest way to bring Hot Wheels hot rods everywhere. Unzip the fiery red exterior into a two-lane smash and crash raceway. The car body is perfectly integrated into the shape of the backpack. Kids can throw it over their shoulder and speed away with the authentic Hot Wheels car included. Star Wars ZipBin Stormtrooper Toy Storage & Carry Case lets kids join the ranks of the Empires most elite soldiers and strike fear in the heart of the Rebel Alliance. This soft-sided storage case fits favorite Star Wars figures for on-the-go play, and comes in Darth Vader and Yoda styles.
Neat-Oh!
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The Incredible Creatures Goldfish, from SAFARI LTD., has shimmery scales and whispy fins. This hand-painted, lifesized replica measures 4.5 inches long and 3.4 inches high. The midnight-black, winged Mythical Realms Areion has a fierce spirit. Stare into its untamable brown eyes and let it show you the way to the mythical world. This hand-painted replica measures 5.5 inches long, 4.25 inches wide, and 5.25 inches high. The Wild Safari Dinosaurs Gryposaurus is a duck-billed dinosaur from the Cretaceous period. The hand-painted replica measures 8.5 inches long by 3.24 inches high. All three replicas are designed for kids ages 3 and up, and all Safari Ltd. products are 100-percent guaranteed and lead free to ensure childrens safety.
Wild Safari Dinosaurs Gryposaurus
Peppy Mouse House Sassy Pet Sak, from DOUGLAS, is a petite purse that carries a removable mouse for holiday fun. The Sak features mint candy print, candy buttons, a candy cane-striped handle, and fluffy snow-white faux fur, with the little mouse peeking through. The Candy Mint Ruffle Tote is a dressy purse featuring a candy mint print, candy cane-striped straps, embroidered candies, and white rick rack borders on the ruffles. It is 8 inches wide. Rolly Snowman stands 8 inches tall and has a carrot nose and button eyes. Rolly sports a knitted, red and green tasseled hat and a sewn-in red scarf. He also has candy cane cording around his body. Peppy Mouse House
Sassy Pet Sak
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Moshi Monsters Turbo, from TOP TRUMPS, features six exclusive packs containing characters from the Moshi Monsters world. Kids can play with the top Moshlings, find out where to buy Moshi stuff, discover Moshi foods, learn more about Moshi places, explore the secrets of Moshi missions, and meet new Monstro-Citizens. Slot the packs into the Hub, spin the Turbo-Spinner, and start playing the fast Moshi Monsters game in hopes of becoming the Turbo Champion. The Top Trumps Trash Pack deck gives kids the chance to interact with their favorite Trash Pack characters. Players can see who has the most smelliness, ugliness, and grossness; who has the highest germ rating; and who is the rarest in this new deck featuring the second series Trashies. Fans can celebrate the return of the Doctor Who series to TV screens this spring with a special-edition pack of Top Trumps Doctor Who Series 7. Featuring both old favorites and new faces, the deck reveals which character brings the most terror, which is the bravest, and which might keep the most secrets. The ultimate in Star Wars collectibles, the Star Wars Death Star Tin is shaped like the ultimate battle station, the Death Star. The tin includes two full packs of Star Wars Top Trumps, covering all six movies. The Death Star also contains four exclusive Super Cards and the TIE Fighter sound effect.
Top Trumps Has Moshi Monsters Fever
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Speed Stacks
Speed Stacks, from SPEED STACKS INC., are specially designed Sport Stacking cups endorsed by the World Sport Stacking Association (WSSA) for competition. Sport Stacking is a sport of fitness, agility, concentration, and quickness. The Speed Stacks StackPack provides what kids need to get started in Sport Stacking. The StackPack includes choice of cup color, a Gen3 StackMat (timer and mat), and the StackFast DVD with instructions, World Championship highlights, Sport Stacking techniques, and competitions. New to the line are Speed Stacks Minis. Available in a rainbow pack, Minis are 2.5 times smaller than regular size Speed Stacks.
Speed Stacks StackPack
From JURATOYS U.S. CORP.s Janod line comes the Clock Owly Clock, a wooden double-sided owl to help kids learn to tell time. One side features clock hands for learning to tell time and the other side has a chalkboard. The clock can be set down or hung up and features solid wood numbers and has been stained with water-based paint. It includes a box of chalk and a brush. The panel is created with plywood and the pieces are made from beechwood. This toy is appropriate for kids ages 3 to 7. Heroes Hologram Pyramid, also from the Janod line, lets kids discover five face-changing superheroes. The cardboard square stacking pyramid is composed of 10 elements, which are also five characters. On five of these 10 elements there is a holographic card representing a moving face. This toy is appropriate for ages 1 and up.
Clock Owly Clock
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With Fairy Tale Blocks, from PLAN TOYS, kids can create their own version of happily ever after. This block set also includes a prince. Kids can explore their imaginative side with the 35-piece Castle Blocks set. The set includes wooden knights, horses, and a variety of colored and non-colored blocks. Monkey Bowling features five funky monkey pins and a monkey ball. Kids must knock down as many of the pins as they can to win. Castle Blocks Kids can watch the marble balls and hear the click clack sound when they roll down the curvy tracks with Curvy Click Clack. The dimple details are designed to slow down the balls and ball holders are provided on the base. The Chalet Dollhouse with Furniture is an eco-friendly dollhouse featuring two units, a larger unit with three levels and a smaller unit with two levels, which can be rearranged. The skylight roof comes with two movable staircases and is easy to access from every side. The entire set comes with five sets of furniture, including living room, bathroom, kitchen, childrens bedroom, and master bedroom. The dollhouse is designed for kids ages 3 and up. Kids can ride into the imaginary depths of the wild with the sturdy Rockin Alligator. It features a stable rocker base, foot rests, and handle bars.
Plan Toys Knows Eco-Friendly Fun
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COROLLEs Babi Corolle collection offers first dolls for kids as young as newborns. Dolls, including the Babipouce Pink Happiness with a pillow-soft body and face delicately scented with vanilla, will appeal to newborns. All Babi Corolle first dolls are machine washable. New to the bathtime doll family is Bb Bath, complete with snorkeling accessories. Floaties, flippers, and a snorkel mask add to water play fun in the tub. Filled with polystyrene beads that dry quickly, Bb Bath can also be played with out of the water. This 12-inch soft baby doll is designed for kids ages 18 months and up and features sleeping eyes and smooth vinyl skin.
Babipouce Pink Happiness
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Rubbablox Truck Set, from RUBBABU, is a stand-alone product or an addition to the Building Blocks set. This handy truck lets kids dive further into the world of imaginative play. The set is soft and safe, both for little hands and for the Earth. Nitro the Monster Truck is a soft and velvety toy that runs just as smoothly over carpet as it does on hard surfaces. This toy provides visual appeal, encourages tactile involvement, and engages the mind of young children as well as older children. For big time play, the Monster Car and Jumping Track gives young ones a big handful of imaginative enginerevving, monster car happiness. Both pieces are made from soft, all-natural foam rubber. Tool Set with Apron is a tactile and colorful tool set featuring a 100-percent cotton kids apron.
Rubbablox Truck Set
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Plus-Plus, from GEARED FOR IMAGINATION, is a building brick made in Denmark with a simple shape and lots of possibilities. Plus-Plus is available in Mini for kids ages 3 and up and Midi for kids of all ages. Topobots are eco-friendly wooden robots made in the U.S. Cube Books Kids can assemble one Topobot or collect them and mix them up. Cube Books, by ZooBooKoo, pack lots of information onto 12 faces of a cube that can be turned inside out. The educational books are available in different themes, including planets, human body, multiplication, and spelling.
Geared for Imagination
FSUSA Has Classic Toys

The Original Bozo Jumping Ball, from FSUSA, is back. These colorful, retro, Bozo the Clown jumping balls are made of high-quality, durable, phthalatefree PVC. Jumping balls are designed for children ages 3 to 12 and can be used for indoor and outdoor play. They inflate easily with an air compressor. FSUSA also offers new Retro Times Wood Toys and Games. Pickup sticks, yoyos, and train whistles are among the offerings in the new line.
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Never lose a water fight again with the 2-foot Monster Water Cannon, from WESTMINSTER, which shoots up to 100 feet. The Monster Water Cannon attaches to any garden hose and includes a sturdy, detachable tripod for 360 degrees of water blasting. WahZooka, for kids ages 8 and up, is a water bazooka with a compact, lightweight design for spontaneous, outdoor fun. Kids simply add a water-filled plastic bottle and the WahZooka is ready for action. It shoots up to 30 feet and is engineered to fit most plastic drink bottles with a watertight sealing band. Atom 7 Robot, for kids ages 6 and up, is a walking, talking, shooting, moving, spinning, flashing, and turning robot. This robot shoots soft foam discs and creates a light show.
Monster Water Cannon
The Space Tablet, from KIDZ DELIGHTs Smithsonian Kids line, features a high-tech, sleek design with close to 30 touchsensitive icons to trigger sounds and speech with a light touch. Kids will learn facts about planets, stars, the moon, meteorites, astronauts, and other space-related subjects. Discovery mode includes educational and age-appropriate facts. Kids can choose quiz mode and find the requested planet or answer true or false to a statement given by the tablet. This toy is appropriate for kids ages 4 and up. With Interactive Animal Cubes, kids can learn 30 animal names and sounds by inserting the cubes into the platform. The set includes five cubes and one main platform. Kids can play with five different themes, including pets, backyard creatures, wild animals, and farm animals. Kids can also choose between discovery mode for added learning and quiz mode to test their knowledge. Animal Cubes are appropriate for kids ages 18 months and up. First Phone, from the iLOL line, has been specifically designed to develop fine motor skills, while giving kids the opportunity to play with grown-ups most sought-after devices. Kids can spin the roller to change the top row of icons and trigger sounds and First Phone music. By pressing on the keys, kids will hear sounds and animal names and learn colors. Kids can open the folder to trigger the Happy Birthday song or press on the call and hang up keys to place a pretend call. Each action triggers speech, sound, music, and light. First Phone is designed for kids ages 6 months and up. The Mini Tablet, also from the iLOL line, features a moving slider underneath the mirror, allowing kids to see pictures that magically appear and listen to the alphabet or number song. The language keys allow kids to switch between English and Spanish. The quiz key will require kids to find the requested animal, musical instrument, or color. The Mini Tablet is appropriate for kids ages 1 and up.
Kidz Delight Knows Educational Toys
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SkyTrix, from DAYDREAM TOY, can climb high into the sky, dive, loop, boomerang, or become a long-range glider. The worldwide, patent-pending SkyTrix glides like a plane, soars like a kite, performs tricks like a yo-yo, and plays catch like a flying disc. A plane on a tether, SkyTrix does not require batteries or gyroscopes to keep it balanced in flight. As kids get the feel of the tether, they can start showing their skills by doing tricks such as casting, snap backs, and loops. SkyTrix is available in an assortment of three colorful wing designs.
Daydream Toy Takes to the Sky
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ICFOREST,
ids K so n n e The On Track Responsibility and Behavior K
System, from KENSON KIDS, was created for kids ages 8 and up and incorporates household chores, daily to-do lists, and money management into life lessons that teach organizational skills, accountability, and self-reliance. Its an all-in-one parenting tool for the entire family. It instills independence by establishing clear expectations and logical consequences. The system helps reduce constant lecturing and yelling. It comes with everything needed to get started for one or two children. Additional check lists are available so the whole family can be included.
Paris Nighttime Shadows, from MAGinspires creative play with Paris-themed shadow puppets from the French childrens brand Moulin Roty. The set, for kids ages 3 and up, includes the Eiffel Tower, jazzman, sleepwalker, the Countess, and more. The Sevi Medieval Castle is a set of 26 pieces, including a working drawbridge, towers, walls, a dungeon, a secret passage, play characters, and more. This set is made of wood and is appropriate for kids ages 3 and up. The Jolly Roger is one of 16 new wooden boats from OGAS. Hand-made in Germany, the 9inch pine hull is sourced from managed forests and supports a real cloth mainsail.
Sevi Medieval Castle
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Zeenie Dollz, from ZEENIE DOLLZ LLC, are powerful, stylish, and vibrant eco-warriors. Each Zeenie, in addition to being a trendsetter, possesses a secret identity and unique eco-power that helps protect the Earth. The new line of 12-inch dolls are made completely of recyclable, non-toxic plastics. In addition to their sustainability, the Zeenie Dollz come standard with 12 ball joints offering flexibility and movement during play time. The fashionista dolls sport the latest in groundbreaking style and inform girls about environmental issues. Zennia embodies Mother Earth, the protector of our planet. As the giver and sustainer of life on Earth, Zennia is passionate about combating the evil anti-environment villains that threaten to destroy the world. To help her, Zennia is joined by a team of five eco-warrior fashionistas: Evee, protector of the skies and defender against pollution; Kazumi, guardian of the polar regions and defender against global warming; Lina, defender of the rainforest and defender against deforestation; Sini, overseer of farmland and defender of mistreated and abused animals; and Yana, protector of the oceans and defender of marine conservation. A portion of every Zeenie Dollz sale will be given to the World Wildlife Fund (WWF). Zeenie Dollz will contribute 3 percent from the sale of each doll purchased through the Zeenie World website to WWF with a minimum commitment of $25,000 by December 31.
Zeenie Dollz Save the Planet One Fashionista at a Time
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CONSTRUCTIVE EATINGs Transforming Lunch Totes are fabric lunch totes with zipper patterns that completely unfurl into an oversized placemat. The Transforming Lunch Totes feature full, vivid artwork on both the exterior and interior, with construction and garden fairies designs. The Transforming Lunch Totes will be sold both as standalone items and also as fully loaded combo packs that will include plates and utensils.
Constructive Eating
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Part of the In My Room brand, Wall Friends, from UNCLE MILTON, bring kids favorite Disney characters to life in their rooms. With just the push of a button, they light up and talk with fun, familiar phrases, allowing kids to interact with their Wall Friends. Available characters include Jake and the Never Land Pirates, Lightning McQueen, Mickey Mouse, Doc McStuffins, Minnie Mouse, and Cinderella.
Archelino, from FOXMIND GAMES, is a reimagining of Noahs Ark, where all animals invited not only want to have their place, they also have their preferences. Players must keep a watchful eye to satisfy all the animals demands. The kangaroo desperately wants to sit next to the lion, but this place is also coveted by the panda who wants to chat with the zebra. What about the giraffe who does not want to sit all the way at the back? As players become more astute at solving these progressively more complex puzzles, they are invited to handle more fussy requests with patience and determination to keep it all calm and friendly on the ark. Archelino is designed for kids ages 4 and up. Conezilla is a game of memory and tactic that will have children and adults rallying for second and third servings. The object of the game is to be the first to build the most spectacular 10-scoop ice cream Conezilla. Each player starts with a cone and one scoop of ice cream. All other scoops numbered from two to 49 are placed face down on the table. Players take turns flipping over a scoop and decide whether to add it on top of their growing cone or flip it back into place. Players can only add a scoop to a cone if its value is superior to their current top scoop. This game is for kids ages 6 and up and is appropriate for two to four players. In Crazy Office, players must take into account some simple constraints and correctly interpret logic queues to try to prevent chaos from taking over the office. Place the boss, employees, and office equipment in their right place. Fifty-five gradually evolving challenges allow players to progress at their own pace moving from beginner to expert. This single-player game is appropriate for ages 7 and up. Kulami is a tactile game of strategy. Ten wooden tiles are arranged to form an ever-changing board on which opponents compete to capture the largest number of tiles. By placing their marbles cleverly, players can limit their adversarys possible moves and gain the advantage to clinch the victory. This game is appropriate for two players, ages 9 and up.
FoxMind Games Provides Single-Player Fun
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The Rubiks 2x2 Cube, from WINNING MOVES GAMES, features a new mechanical design, smoother play, and is faster and more reliable. With no stickers, there can be no cheating. The Rubiks 2x2 Cube is designed for players ages 8 and up. With Stop It!, game play is simple. Players do not wait for turns, meaning everyone is always in the game. There are five colored suits of cards, and everybody plays cards sequentially on the table. If an opponent is on a roll and playing lots of cards, a player can slap a Stop It! card and bring him or her to a screeching halt. The first player to go out in a round scores points. Stop It! is designed for players ages 10 and up.
Rubiks 2x2 Cube
Winning Moves Games
OHIO ART has added the Insect Series to the nanoblock line. The Praying Mantis miniature insect has more than 120 assorted size pieces and measures 3.25 inches wide by 2.25 inches tall. The Asian Giant Hornet has more than 130 assorted size pieces and when completed measures 4 inches wide by 2.75 inches tall. The Hercules Beetle, which is the largest of the rhinoceros beetles, has more than 110 assorted size and colored pieces and when completed measures merely 1.25 inches wide by 1.375 inches tall. The nanoblock insects are designed for children ages 8 and up.
Asian Giant Hornet
Ohio Art Bugs Out
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AEROMAX TOYS introduces additions to the My 1st Career Gear line and unveils its new Astronaut Get Real Gear. The Jr. Astronaut Space Gloves, for kids ages 2 and up, feature official NASA patches, textured palms for easy grip, and an elastic inner cuff. The gloves are fully lined. The Jr. Astronaut Space Boots are exactly what a little astronaut needs to complete his or her Jr. Astronauts dream mission. The official-looking space boots with NASA logos and patches include a special zipper compartment and are intended to be worn over shoes. The Jr. Astronaut Back Pack holds a budding astronauts space gear. The top compartment fits an astronaut suit or boots and the bottom compartment stores an astronaut space helmet. The side pockets provide storage for tools, and the three-way harness system ensures comfort and a realistic look and feel. Jr. Space explorers can hop on the Explorer Inflatable Shuttle and blast off. The inflatable shuttle is intended for both indoor and outdoor adventures. Ideal as a floating ride-on, this shuttle boasts genuine-looking instrument panels, gauges, a built-in portal view of Earth, and the red and white stars and stripes of the U.S. After touring the stars and the moon, move the furniture and make way for a shuttle landing. The shuttle boasts a 45-inch wingspan and spreads 43 inches in length. This product is designed for a weight limit of 90 pounds. Aeromax also introduces new additions to its My 1st Career Gear for kids ages 3 to 5 years old. Each detailed My 1st Career Gear shirt slips on easily and fastens at the front with a simple hook and loop closure. One size fits most tots. Even at this young age, kids can put on the gear by themselves. My 1st Career Gear Zookeeper shirt features a parrot peeking out of the top pocket. This career gear will have youngsters giving a caring eye to every squirrel, bird, cat, and dog in the neighborhood. Arm patches and pocket squares illustrate the various roles of the zookeeper. A matching green safari hat is sold separately to complete the look. My 1st Career Gear Pit Crew lets kids quickly learn car-fixing lingo from wrench to car jack. This jersey features a checkered flag on one shoulder and a pit crew patch on the other. A personalized name tag slips into the pocket. A matching race cap, sold separately, makes the look official. My 1st Career Gear Builder is a little builder vest to get youngsters thinking about measuring, cutting, and fixing. The bright yellow top with orange stripes looks just like the crew on a construction job. Aeromax adds details such as a tool belt, pencil, and name badge. A matching yellow construction helmet, sold separately, adds to the illusion. My 1st Career Gear Train Conductor lets little conductors check their pretend pocket watches and punch tickets as the train makes its scheduled stops. Among the train conductors vest details are a sharp white shirt with red tie and brass buttons. The blue conductors cap, sold separately, has gold trim. Also recently introduced are the My 1st Career Gear Astronaut and the My 1st Career Gear Magician.
Aeromax Expands My 1st Career Gear Line, Adds Astronaut Get Real Gear
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Glitter Butterflies Art Kit, from HOTALING IMPORTS, includes four nature images on heavy boards brought to life by glitter highlights. Forest Animals Paper Lace Art Kit features delicate lace designs ready for kids to color in with double-ended Djeco Markers. Foam tape is included to add animal figures, making the final creation 3-D. Brightly colored animals make up the Animal Parade Giant Puzzle, which has 36 pieces and measures more than 52 inches long when completed. Wonderful Walk Puzzle is one of a series of nine gallery puzzles designed to encourage children to appreciate art and become interested in painting. There are three categories of Gallery Puzzles: three with 200 pieces, three with 350 pieces, and three with 500 pieces. All Gallery Puzzles measure 38.2 inches by 12.9 inches when completed. Memo Fish is a memory game featuring brightly colored whimsical fish that teaches kids how to remember numbers.
Hotalin g Impo rts
The PotholderPRO, from HARRISVILLE DESIGNS, allows kids to weave a potholder that is more practical and large enough for adult hands to utilize in the kitchen. The 100-percent custom-sized cotton Pro Loops and large metal loom, combined with kids creative skills, will result in a professional, yet creative, potholder. The kit includes a sturdy metal loom, custom cotton loops, and a two-year warranty.
Harrisville Designs Fuses Creativity with Practicality
Measure once, cut once. Ezzzy-Jig, from PEPPERELL BRAIDING CO., simplifies bracelet production time by making consistently sized bands. Kids only have to measure once and cut once. The Ezzzy-Jig guides kids to make bracelets the same size, every time. The Ezzzy-Jig works best with buckle closures. Pre-mounted 15-millimeter and 12millimeter buckles are included. Buckles can be swapped out with a different size by unscrewing the plastic mounts with a Phillips head screwdriver.
Pepperell Braiding Co.
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Canine Cardz is a new dog-themed card game, from ZAZZY PALS. Kids can play eight different games, grab dog bones, and unleash their creativity with a bonus of Draw-A-Dog cards and art supplies. Designed for kids ages 5 and up, Canine Cardz can be played with one to five players, and is gender-neutral and travel-friendly. The game is based on original art of real dogs and features their true stories.
Kids can build their own 3-D princess, dinosaur, or alien with Notchsters, from DUNECRAFT. The easy 3-D puzzles let kids create three freestanding Notchsters in minutes. Kids can pop out the pieces and connect them using the notches. Styles include Rockin Dinos, Pretty Princesses, Sea Friends, Playful Pets, Mystical Magical Monsters, and Awesome Aliens. Kids can grow more than 20 kinds of wildflowers with the Flower Fountain. The two-pack contains more than 3,000 seeds that will sprout in a week and will help attract butterflies and birds. The LED Light Cubes feature 15 powerful micro LED lights, including red lights to promote flowering, blue lights to foster foliage, and both for overall beautiful growth. The light cube also plugs into any USB port or into a computer. New styles in the line include Tropical Jungle and Carnivorous Creations. Drop a bomb and get plants growing with Seed Bombs, which are available in six different styles. Kids can throw them, crush them, water them, and watch them grow.
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Giant Marionette Birds, from THE PUPPET CO. LLC, are made from fabric and have weighted feet to improve movement. Large and brightly colored with three different styles to choose from, all of the marionettes have new beaded, anti-tangle hand controllers. The figurative marionette collection of fairytale characters includes a prince, a princess, and a pirate. Featuring detailed faces and costumes, each marionette comes in its own presentation box, which is easy to store and display. These marionettes also feature anti-tangle hand controllers. Traditional Story Sets are boxed sets containing full-bodied and flat-printed finger puppets. Each set includes a hard-back book published by The Puppet Co. to ensure the puppets match the corresponding stories. The story sets come in re-usable storage boxes. My First Puppets are hand puppets that are suitable for newborns. The puppets also fit an adult hand, and feature embroidered faces. The new collection of Dinosaur Finger Puppets includes six different dinosaurs for kids to collect. Each one is free-standing and much larger than The Puppet Co.s normal finger puppets.
Giant Marionette Birds
The Puppet Co. Lets Kids Have Tangle-Free Fun
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Beach and Nature Co.

Kids can hit the trails and start scouting with Nature Trax, from BEACH AND NATURE CO. Nature Trax is an animal tracks casting kit that comes packaged in a reusable backpack, complete with casting kit, laminated guide cards, and a water bottle. Kids can express their creativity and tap into their inner-explorers with the Piece of the Beach kit. Each kit comes with everything kids need to create a lasting keepsake of a fun time at the beach.
Nature Trax
From JC TOYS GROUP INC.s La Newborn Collection comes the 17-inch La Newborn Siblings. Made in Spain, each anatomically correct boy and girl comes dressed in adorable matching fivepiece outfits. The 15-inch Real Boy and Real Girl La Newborn feature a full head of rooted hair. Both styles, also made in Spain, include knit outfits. The Mini La Newborn dolls fit right in the palm of kids hands. The Mini La Newborns are ideal for smaller children and show off a new outfit and a cute little head of hair hidden behind the matching caps. There are three different expressions to choose from.
JC Toy s
Real Boy and Real Girl La Newborn
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From PLAYROOM ENTERTAINMENTs line of party games comes Geek Out, a new game that reveals which player is the most knowledgeable about geeky subjects. In the game, players draw cards asking them to list things that fall under a certain category, such as science fiction. Before beginning, however, other players may try to steal points (and bragging rights) by bidding to name even more. Say What You Meme is a new laughter-inducing party game where players get to create their own memes and decide which is the funniest. Just like the popular Internet memes found on social media sites, players get a chance to try their hand at combining hilarious images with witty text. It will be up to their opponents to decide whose is the most clever. Slangology is a game of slang definitions for modern times. In the game, one player draws a card that shows several slang words and definitions. That player acts as a judge for the round and reads one of the words aloud. Each player then writes a definition. The judge then reads all the definitions aloud, including the correct one, without revealing which player wrote what. Then all players vote on which definition they believe is correct and which one they believe is definitely not correct by placing tokens with values of three points, two points, and negative one point. Players earn points when other players believe their definition is correct.
Playroom Entertainment
My Natural Soft Comfort Teether, from GREENPOINT BRANDS, provides teething and sensory stimulation for growing infants. The teether is 100-percent baby-safe and features a plant-based bio-resin material that is better for baby and the environment. It is made free from BPA, phthalates, PVC, and latex. This multi-sensory teether is designed to soothe and stimulate sore gums. There are three characters launching in the collection Green Dino, Purple Pony, and Blue Elephant.
Greenpoint Brands Soothes Infants
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oly p o A US USA
OPOLY will debut three original games set for release this summer. CrossWays is a fresh, light strategy game designed for kids and adults ages 8 and up. Players must place their markers and make paths across the board. But watch outCrossWays is packed with offensive and defensive surprises, and the path to victory is not always a straight line. Tapple is a fast-paced category word game that challenges players ages 8 and up to beat the timer. Players choose a category card and have 10 seconds to name a word matching the category, press the first letter of the word on the Tapple wheel, hit the button to reset the timer, and pass the wheel to the next player. The player who cant think of a word in time is eliminated from the round. Letters already pressed may not be used again. The player who collects the most cards wins. Ratuki is a fast flippin card game that has kids and adults ages 7 and up shouting Ratuki (ratoo-kee) as they battle to collect the most cards. Two to five players build piles of cards with the numbers 1 to 5. The first to slam a 5 on the top of the pile and shout out Ratuki gets the pile of cards. Ratuki helps build hand-eye coordination and dexterity, and teaches Roman numerals and Spanish numbers. All three games will launch at retail this summer.
ASTRA
Smart Play
B KIDS is set to unveil its first collection of infant and preschool wood toys. Designed to reflect a traditional charm with a modern flair, the colorfully crafted toy line is durable and entertaining. The Sorting Cube is a vibrant wooden cube that helps kids ages 2 and up with skill building. It encourages the development of motor skills and enhances learning through discovery. The cube features a mixture of block shapes, including a cylinder, a star, a triangle, a cube, and a heart. The Pounding Shape Bench helps foster shape recognition, colors, and size differentiation skills. Kids ages 1 and up can tap the shapes through the holes using the soft, wooden hammer. They can then turn the bench over and tap them back to continue playtime. The Tap n Tilt Roller Rack helps 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. Designed for kids ages 18 months and up, the Roller Rack also includes a rattle ball that makes rattle noises. Toddlers ages 1 and up can learn the letters of the alphabet with the See n Spin Alphabet Rack. The two-sided blocks feature letters and simple shapes for developmental skills. Race n Drop Track features four slightly curved ramps and stops, which allow the racing cars to roll down back and forth in a continuous motion. The set includes two colored racing cars and a light-up sound ball for kids ages 18 months and up. Pounding Shape Bench
B ki ds
Early learning is fun and exciting with the electronic, portable Smart Play Pad, from SMART PLAY LLC. More than 30 touch sensor keys teach language and pronunciation skills to help prepare kids for kindergarten. Four game modes provide kids with fun ways to discover letters, phonics, numbers, music, and more. A bilingual feature helps kids learn the alphabet and numbers in English and Spanish. The Play Pad is designed for children ages 2 to 6.
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The Cuddly Elephant, part of the new Uppsala series, from HABA, has a modern design with soft shades of beige, brown, blue, and yellow. The cuddly elephant contains three rustling knots for babies ages newborn and up to teeth on. It also includes a cloth band for attaching pacifiers. Haba is introducing three soft, 8-inch dolls packaged in a decorative can: Mirle, Mirli, and Miro. Desgined for kids ages 6 months and up, the dolls have sewn-on shoes and removable clothing. Mirle, Mirli, and Miro are machine washable in cold water on the delicate cycle and can be air-dried.
Mirli
Haba Cuddles Up with New Products
Each set of Mumblys, from MARKY SPARKY TOYS, contains three funky, magnetic game characters. Kids can play two basic games with Mumblys. In Tins, each player sets their base tin in front of them and stands or sits some distance away from their opponent, who does the same thing. The lid is used for scoring. Each player takes a turn lobbing one of their three Mumblys at the base tin and the first player to 24 wins the game. In Feats, kids must complete all 24 feats before their opponent or in the fewest attempts.
Marky Sparky Toys
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With the My Image Bracelet Maker, from CHOOSE FRIENDSHIP CO., kids can use their own photos, with www.myphotosizer.com or the free My Photosizer app, or choose graphics from the included art starter sheets to create trendy personalized photo bracelets. Kids can personalize wearable pins and stickable magnet buttons with the My Image Button Maker. It comes with preprinted artwork, and the product makes it easy to size and print kids own photos. My Lanyard Maker is designed to make lanyards easier than ever to create. No more struggling with tangled laces and confusing knots. My lanyard makers innovative loom is designed for an endless variety of patterns, and has room to store supplies in its side drawers.
The Roll-Along-Bear Shape Sorter, from MANHATTAN TOY, lets kids take shape sorting on the go. This smiley-faced, shape-sorting bear includes rolling wheels and a pull cord with a breakaway safety feature. Both sides of this bear-shaped rolling cart feature cutouts for easy shape sorting practice. The Roll-Along Bear Shape Sorter, designed for kids ages 1 and up, comes with four colorful chunky wooden shapes. The Baby Stella Take Along Travel Crib is designed for easy pack up and travel. The Baby Stella Take Along Travel Cradle has an easy-to-assemble design that allows set up of Baby Stellas cradle anywhere. The cradle also includes a soft zippered carrying case so it can be brought on trips. The cradle features colorful pastel fabrics and can be taken apart to fit inside the carrying case. It is designed for kids ages 3 and up.
Manhattan Toy Sorts Out Fun
Get Personal with Choose Friendship
New to the Air Hogs line is Air Hogs AtmoSphere, from SPIN MASTER. The levitating sphere doesnt require a remote control and hovers above any surface. Kids can control it with the palm of their hand or watch it fly autonomously in any space. AtmoSphere smoothly bounces off walls and ceilings for non-stop flight. It comes complete with a palm-sized charging cradle for easy recharging. AtmoSphere is designed for kids ages 8 and up. With Boom Boom Balloon, kids never know when the balloon will go boom. Players ages 7 and up roll the die and carefully push in a stick until it clicks. Players watch as the balloon squishes, squeezes, stretches, and strains. The player who makes the balloon pop on his or her turn is out. Kids can fly Flutterbye Fairies with the palm of their hand. Each fairy includes a base and is designed for kids ages 6 and up. Zoomer is an interactive dog that listens and learns. Featuring lifelike expressions and voice activated commands, Zoomer learns more tricks the more kids play with him. Zoomer has a flexible tail for real wagging action, a rotational core so he can fully roll over, LED eyes with blinking and tracking capabilities, and chest sensors to track objects so he knows when his belly is being scratched.
Spin Master
Flutterbye Fairy
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Whats It?, from PEACEABLE KINGDOM, is a game where creative minds must think alike. Players roll the die to get the category for the first round. Flip over a doodle card and turn the timer to start counting down 30 seconds. Players try and guess the doodle based on the category on the die. The object is to try to think like the other players. After 30 seconds, players stop writing and total up the matching answers. The group receives one point for every matching answer. The Doodler scores a point for every non-matching answer. With Stack Up!, players spin the spinner and start stacking. Can kids stack 12 blocks before the Stack Smasher gets to the tower and topples it? If the spinner lands on a color, kids stack a block. Spin a challenge and kids add a tricky task, like stacking with one eye closed or while singing Happy Birthday. Spin the Stack Smasher and kids are one space closer to the big topple. In The Great Cheese Chase, one player spins the spinner. If a player lands on a 1 or 2, move any mouse forward one or two spaces. If the spinner lands on Tiger the Cat, move Tiger one space. Players take turns spinning. If Tiger lands on a mouse, that mouse goes back to the start. Land on the catnip and tuck it aside to use later to move Tiger back one space. Get all three mice to the attic before Tiger gets there and everyone wins.
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PlaSm ar t
With Threadz, from PLASMART, kids can weave and knit easily. Three different kits are available, including beanie, scarf, and purse. Each kit includes yarn in hip colors and is appropriate for kids ages 6 to 12. Kids can scribble colorful transfers onto themed backgrounds with Scribble Down transfer activity packs. Scribble Down can be used for travel, party bags, restaurants, and rainy day activities. Kids ages 4 and up can scribble colorful transfers on 8.25- by 11.5-inch backgrounds with six different designs to choose from. The Original DoodleArt is a line of color-it-yourself posters. Kids ages 8 and up can choose from five 24- by 34-inch full-sized posters and two MiniKits, each with four 11- by 14-inch posters. All posters and kits come with 12 non-toxic, dual-tipped markers. Morphology is a guessing game where creativity wins. Players must pick a card, build the word on the card using the included pieces, and animate the pieces to make the word come to life. Teammates must guess the word within one minute. The first team to reach the final lily pad winsbut there are a lot of surprises along the way. Morphology is designed for four or more players ages 8 and up. The PlasmaBug is a sturdy, compact, and lightweight ride-on toy with four standard wheels and one caster wheel for easy maneuverability and balance. It swivels and navigates small indoor spaces easily, and its front and rear storage compartments let kids ages 18 months and up PlasmaBug take toys along for the ride.
The Calico Critters Outback Koala Family, from INTERNATIONAL PLAYTHINGS, features the mother, Sheila, who owns her own ecofriendly shop. Father Bruce is the leader of the Cloverleaf Corners Environmental Awareness Society. Sister Adelaide wants to start her own eco-fashion company when she grows up, and baby brother Joey is very attached to his mother and loves playing outside. The Koala Family is designed for kids ages 3 and up. Gamekeepers includes everything players need in one box. Kids can unfold the box and it becomes the game board. Four classic games are cleverly presented in this format, including Snakes and Ladders, Checkers, Chess, and Parchisi. Gamekeepers is small enough to take on-the-go but is large enough for four-player game play. Game pieces store neatly inside the lid. The Lightshow Mic turns kids into stars. They can press the music button and choose a rock, classic, or jazz song to sing along to. The Lightshow Mic features a glowing, multi-color light show and comes in tryme packaging. It is designed for kids ages 18 months and older. With the Magic Nail Lab, kids ages 8 and up can create their own special formulas and custom nail art. Kids can put the stickers on their nails, then hold their nails under the light and watch them glow in the dark when the lights are out. The kit includes everything neded to do several experiments. The nail polish removes easily by soaking nails in warm water.
International Playthings
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Kids ages 14 and up can experience maximum stability and maneuverability with the power to cut through the air where traditional helicopters would have struggled. The LiteHawk Quattro four-bladed, multi-rotor helicopter, from BORGFELDT CANADA, performs stunning aerobatic maneuvers with ease. Thanks to digital self-leveling and 2.4Ghz technology, kids can execute agile and explosive stunts indoors or out. The Quattro is equipped with LED running lights for nighttime play as well. The LiteHawk Champ racing boat is a scaled-down version of an F1 water racing vehicle for kids ages 14 and up. The Champs high-powered outboard motor pushes the tunnel boat up to speeds greater than 18 miles per hour as it skims over the water. The water-cooled LiteHawk Champ motor and waterproof electronics keeps things running efficiently race after race. Capable of taking off and landing on water, the LiteHawk Swift Seaplane can also handle snow and ice conditions. With its superior stability, kids ages 14 and up can perform glides, loops, and rolls with the Swift. It also features a brushless motor and 2.4GHz digital proportional radio technology.
dt l e f g Bor ada Ca n
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Little Kids
LITTLE KIDS INC. has partnered with Color Your Time Inc. to exclusively distribute the Putty Peeps line in the U.S. Putty Peeps is the putty with personality, featuring a new, patented, high-quality putty with unique properties. Putty Peeps behave as both a liquid and a solid, are non-toxic, non-sticky, and never dry out. Putty Peeps can be shaped, twisted, or bounced. Kids can add the eyes and watch their creations come alive. Let it sit and slowly melt, before playing with it all over again. Putty Peeps are packaged in a cool, reusable tin on a putty personality blister card with the eyes peeking out. Putty Peeps are recommended for ages 4 and up. The Putty Peeps product line includes an assortment of five metallic colors, three glowin-the-dark colors, and three heat-sensitive colorchanging colors.
WordTeasers: Funny Sayings 2, Sports Idioms, from WORDTEASERS, is the companion deck to WordTeasers: Funny Sayings. In Funny Sayings 2, all of the questions incorporate idiomatic questions that come from sports, even though the questions themselves are not about sports. Who in your house usually calls the shots? (from billiards); When was the last time you felt you were batting a thousand? (from baseball); What holiday does your family celebrate with no holds barred? (from wrestling). These are just three examples of the questions in this fast-paced game for conversation lovers and sports enthusiasts alike. The origin of the idiom and other fun trivia in Quick Quiz or Did You Know formats are on the back of each card.
WordTeasers Gets Sporty
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inal g i r O e Th . Toy Co
The Showtime Stage Microphone, from THE ORIGINAL TOY CO., has a slot to insert an iPod, an MP3 player, or a CD player in the microphone base. It includes 10 pre-recorded demo songs and three sound effects. The microphone also features an adjustable microphone stand, volume control, and an auto power-off. The Electric Keyboard with Microphone is a 24-key table electronic keyboard with an adjustable microphone. It includes four pads to play drums, six demo songs, and four different rhythms: blues, rock, Electric Keyboard samba, and waltz.
with Microphone
PUBLIC NOTICE is hereby given that, pursuant to Sections 9-610 et seq. of the Uniform Commercial Code of Illinois (810 ILCS 5/9-610), AMERICAN ENTERPRISE BANK (AMERICAN ENTERPRISE), an Illinois state chartered bank, will on July 17, 2013, at the hour of 10:00 a.m., at the Law Offices of Deutsch, Levy & Engel, Chartered, 225 W. Washington Street, Suite 1700, Chicago, Illinois 60606, sell at PUBLIC AUCTION to the highest bidder, for cash, 100% of (1) Patent 6749482 (the Identified Patent), together with any reissues, continuations or extensions thereof and all goodwill associated therewith; (2) all products and proceeds of the foregoing, including, without limitation, any claim by the Grantor against third parties for past, present or future infringement of the Identified Patent (items 1 and 2 being herein collectively referred to as the Patent Collateral).
NOTICE OF PUBLIC SALE PURSUANT TO SECTION 9-610 OF THE ILLINOIS UNIFORM COMMERCIAL CODE May 21, 2013
The interest of AWESOME TOYS, LLC in and to the Patent Collateral was pledged as security for an obligation incurred by AWESOME TOYS, LLC. AMERICAN ENTERPRISE is the holder of the interest in to the Patent Collateral pursuant to that Certain Patent Security Agreement dated January 14, 2008. 25% down on the highest bid in the form of cash, cashiers check or certified funds to close the auction. The balance in cash, cashiers check or certified funds is due within 24 hours of the close of bidding. Upon payment in full, in the amount of the bid, the purchaser will receive a Secured Lenders Bill of Sale to all right, title and interest in the Identified Patent and Patent Collateral. TERMS OF SALE
DIGGIN ACTIVE INC. is bringing power-packed fun to the backyard this summer with Punch Paddles. Punch Paddles is a new paddle ball game where each kid wears a huge soft fist to punch the ball back and forth. The fists include inner handles for extra punching control. Punch Paddles comes with two oversized fists and one large ball for easy punching and is designed for kids ages 6 and up. The Orbito is a new patent-pending throwing disc. Kids can grip the soft balls orbiting the disc to create massive spin for longer throws and easy catching. The Orbito has an eye-catching flight pattern and is designed for kids ages 8 and up.
Diggin Active Orbits into Fun
The interest in and to the Patent Collateral which is being offered for sale will be sold in its AS IS and WHERE IS condition without any representations or warranties of any kind or nature, including but not limited to merchantability, fitness for a particular purpose, quality or quantity of title. A copy of the Patent Security Agreement is available for inspection at the offices of Deutsch, Levy & Engel, Chartered, and the patent is available for examination at the United State Patent and Trademark Office, Washington D.C. If interested, contact Aaron B. Zarkowsky at (312) 346-1460 to arrange a time to inspect the file. If the sale is set aside for any reason, the purchaser of the sale shall be entitled only return of the deposit paid. Purchaser shall have no further recourse against AMERICAN ENTERPRISE or its attorneys.
In the event that AMERICAN ENTERPRISE is the successful bidder, it hereby reserves the right to credit the amount bid, less any and all costs and expenses of sale, upon the indebtedness due to AMERICAN ENTERPRISE. Furthermore, in the event that no satisfactory bids are received, AMERICAN ENTERPRISE hereby reserves the right to adjourn and continue the Public Sale without further notice. The amount of indebtedness due to AMERICAN ENTERPRISE, excluding attorneys fees and costs, through January 31, 2012, is $1,287,339.26.
Prospective bidders are encouraged to examine the Patent Security Agreement file and to check U.S. Patent Offices and other sources of information.
AWESOME TOYS, LLC, any Secured Party, or any other party having an interest in the collateral may, at any time prior to the sale on July 17, 2013, redeem the collateral to be sold pursuant to this Public Notice by tendering to AMERICAN ENTERPRISE all obligations secured by the collateral as well as the expenses, including attorneys fees and Court expenses, incurred by AMERICAN ENTERPRISE in holding and preparing the collateral for disposition and arranging for the sale. Deutsch Levy & Engel, Chartered, Attorneys for AMERICAN ENTERPRISE BANK By: /s/Aaron B. Zarkowsky Aaron B. Zarkowsky
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For more products being showcased at ASTRA, see page 125 in the digital edition of The Toy Book. Click on our cover at www.toybook.com.
Aaron B. Zarkowsky (zarkowsky@dlec.com) Karen Kavanagh Mack (mack@dlec.com) Deutsch, Levy & Engel, Chartered 225 W. Washington St. Ste. 1700 Chicago, IL 60606 (312) 346-1460 (312) 346-1859 facsimile www.dlec.com
Kickstarting
Your Business
Crowd-Funding Platform Paves the Way to Success for New Specialty Toy Companies
by Marissa DiBartolo
sumers like a project, they can pledge money toward setting it into motion. $571 million, funding more than 39,000 creative projects. A number of new toy companies are bringing their products into devel-
platform allows project creators to set a funding goal and a deadline and if con-
ing films, games, music, art, design, technology, and toys. The crowd-funding
to get a product off the ground. Thats where Kickstarter comes in.
its amazingto take off. Sometimes all thats missing is the proper funding Kickstarter is a website that offers a way to fund creative projects, includ-
have experience pitching products to major manufacturers, those new
to the industry can have a hard time getting their new toyeven if
reaking into the toy business is not easy. While professional inventors
Since its launch in 2009, more than 3.8 million people have pledged more than
Atoms Express building blocks in red, green, and blue, from Seamless Toy Co. Inc.
She and Brooks set a goal of $25,000 based on how much it would cost them
this is the way for us to get our toy out in front of a lot of people, says Chen.
they were invited to back a project created by a friend. We thought, maybe
Roominate, an engineering toy for girls. The two discovered the platform when
MayKah Inc., used Kickstarter to fund the first round of manufacturing for
opment using Kickstarter. Bettina Chen and Alice Brooks, co-founders of
is important to get the campaign in front of as many people as possible to ensure a project will be backed. Rosenblatt and his team made the decision to hire a public relations firm to boost awareness about Atoms Express Kickstarter campaign. We had them talking to major media and then we had two people working full time talking to people on social media. That combination seemed to
we sunk a lot of time and money into it, he says.
was a really neat way to figure out if anyone else thought it was good before
Kickstarter to test the market for his product as well. I thought that Kickstarter
allow kids to rev up their construction creations on a technological level, used
paign raised $85,964.
to produce 500 Roominate kits. After 30 days, Roominates Kickstarter cam-
Michael Rosenblatt, founder of Atoms Express, smart building blocks that
However, running a successful campaign takes round-the-clock work. It
in 22 days, and by the end of the 45-day campaign, the company raised when using Kickstarter is to build momentum for the project early on. Debra $183,232. Rosenblatt stresses that one of the most important things to accomplish
work pretty well, Rosenblatt says. Atoms Express reached its goal of $100,000
Roominate, a buildable room with electrical components, from Maykah Inc.
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identified different publications, people on Twitter, bloggers,
weeks working on a PR strategy, where we
work, says Sterling, We spent about six
ful on Kickstarter, we did quite a bit of prep
5,000 units to 40,000. In order to be success-
$285,881 and turned its production run from
mere four days. The company ended up with
the first 5,000 units. GoldieBlox reached its goal in a
girls, with a goal of $150,000 to fund the production of
GoldieBlox and the Spinning Machine, an engineering-based toy and book for
cent for all of the success her business has seen because of the platform. It literally transformed my business in a month, she says.
launches significantly. We started with the concept of Roomi-
their prospective products, Kickstarter speeds up the product nate last April and we delivered our product by Christmas. I think that just having that short de-
In addition to helping new toy companies find funding for
these people are. We secured exclusives with Tech Crunch and The Atlantic.
tured on the Kickstarter homepage for most of its campaign, and was also chosen as a Staff Pick.
promoted it to his backers, she explained. In addition, GoldieBlox was fea-
raised $3 million, to make a cameo in our video with his daughter and then he
We also got a Kickstarter celebrity, Tim Schaeffer, a video game designer who
and influential women-in-tech and created databases of who
quickly. The ability to test your idea early and to

Goldie Blox and the Spinning Machine, from GoldieBlox Inc.
be able to say, we have revenue and the company fore millions of dollars are invested, says Rosentalking to investors, we had something to sell be-
lows companies to test the market for their product
toys, says Maykahs Brooks. Kickstarter also al-
way people release new products, especially
velopment time is really going to change the
is only two months old, thats pretty impressive. In
over, says Brooks. Sterling agrees, and says she would pay Kickstarter 50 per-
did for us definitely made that worth it. The fee pays for itself many times
ect raises. However, Chen and Brooks agree this is a small price to pay for the success Kickstarter helped them achieve. The pushing of our project that they
According to its website, Kickstarter charges 5 percent on what each proj-
as little as a few days. Good ideas, persistent PR work, and public support can bring a new toy company to fruition, creating a more diverse specialty marketplace full of new quality products.
platform readily available to take their concept from imagination to reality in
Aspiring toy designers and manufacturers with great ideas now have a
blatt.
PRoducts Launched on Kickstarter

Goal: $50,000 Raised: $50,430, as of June 3 Campaign Dates: May 9 to June 9 (In progress) By adding app-enhanced gameplay features, Tek Recon, from Tech 4 Kids, takes the blaster category to the next level. Tek Recon Blasters include the Hammer Head and the Havok, both featuring highperformance rapid fire blasting (rubber rounds) with real recoil kickback. Each blaster has a long blasting distance with modifiable blasting modes and fast trigger blasting with quick clip reload. The smartphone-enhanced features include reality/digital convergence (RDC), Heads-up Display (HUD), GPS, downloadable upgrades and links to a global social community, a flashlight for night vision and surveillance video, and inter-team walkie talkie features.
Tek Recon, Tech 4 Kids
Goal: $25,000 Raised: $25,585 Campaign Dates: November 14 to December 15, 2012 iBuku Pets are huggable, protective toys that help keep parents relaxed, iDevices intact, and kids entertained. Easy for clumsy little hands to hold, the simple design features ergonomic sculpting and is ultralightweight. iBuku Pets feature a neat inner pocket that purposefully integrates charging while enhancing sound or onthe-go fun.
iBuku Pets, Arbor Cube
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Goal: $20,000 Raised: $33,871 Campaign Dates: April 7 to May 7, 2013 Storytime Toys Fairytale House Collection is a set of three toy houses that are based on the tales of Goldilocks and the Three Bears, Hansel & Gretel, and the Three Little Pigs. Every house comes with a corresponding storybook to provide children ages 3 to 6 with a foundation for pretend play, while encouraging them to develop their reading skills. Each set also includes storybook characters and furniture. Each Storytime house can be easily assembled by a young child without the use of any tools or screws. Toys houses and storybooks can be stored in a portable carrying case with a handle and Velcro closure. When full, the case is light enough to be carried by a child and it can be stored on a bookshelf. Made of a composite of recyclable EVA foam and paper cardstock, each piece of the house is as stiff and durable as wood, but much more lightweight. The toy houses and storybooks all feature hand-painted watercolor illustrations and contain details that spark childrens interest and imaginations.
Fairytale House Collection, Storytime Toys
Goal: $32,000 Raised: $114,796 Campaign Dates: October 7 to November 21, 2011 Romo, from Romotive, is a smartphone-enabled robot kids can train. Romo comes to life when an iDevice is plugged into the rover base. Designed for kids ages 8 and up, Romo can be controlled, trained, and programmed. Romo zips along at a maximum speed of 3 feet per second, can be tilted 15 degrees forward or up to 45 degrees back, and can be charged anywhere using the included custom mini USB cable. Romos software is updated every month, so there is always something new he can do. Romo responds to human reactions, can be driven using an iDevice, and captures data through pictures. When not in play mode, Romo can also be used as a docking station to charge iDevices. Currently distributed only in the U.S., Romo is available at romotive.com and will hit store shelves this summer.
Romo, Romotive
Goal: $12,000 Raised: $12,176 Campaign Dates: April 8 to May 8 Box Play for Kids produces eco-friendly stickers that repurposeor upcyclecommonly found boxes, cartons, and tubes into fun, simple toys. The stickers are printed on 100-percent recycled, uncoated paper, letting kids customize their stickers using pencils, crayons, or markers. Recommended for kids ages 2 and up, all Box Play for Kids stickers are produced in the U.S. There are more than 35 different designs available from five different collections, including animals, buildings, transport, sea life, and Asian.
Box Play for Kids
Goal: $25,000 Raised: $28,487 Campaign Dates: February 24 to March 24, 2012 Kids can turn a phone into a cuddly critter with Ubooly. Insert an iPhone or iPod touch and watch Ubooly come to life. This smart toy grows with the user and includes free monthly updates delivered automatically over WiFi. Ubooly includes more than 150 games and activities, has a cuddly exterior, and is made for kids ages 4 and up.
Ubooly
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Want to Reach Millions of Consumers During the Holiday Season?

Extensive Online Presence
Holiday Gift Guide in the November issue
of Womans Day magazine, read by 20 Million* Consumers (*MRI Fall 2012).
a comprehensive companion website, thetoyinsider.com, features links to participating advertisers and retailers websites.
Widespread Media Coverage
Laurie Schacht, the TOY INSIDER MOM, appeared in over 100+ National and Major Market TV segments, along with hundreds of print and online features. and Guerilla Marketing Programs to showcase participants products.
Participation in National Sweepstakes
To participate in the 8th Annual The Toy Insider contact: Jonathan Samet 212.575.4510 x 2321, jsamet@adventurepub.com Laurie Schacht 212.575.4510 x 2320, Laurieschacht@aol.com www.thetoyinsider.com
The key to a successful buying trip is preparation.

ost merchants are buyers as well as consummate shoppers shopping the markets, trade shows, competitors, and trends but there is one trick to make shopping more effective: a plan. advance saves time and reserves a place at events that may be closed later. Assemble documents for placing orders well in advancebusiness cards, copies, credit references, resale certificates, and tax number. Before international trips, gather passport and visas, and research any vaccine requirements. Prepare a shopping list. Determine voids to fill by reviewing trends, categories, and best sellers; review slow sellers to determine which items to replace. Tally the estimated cost of each item, and prioritize, trim, and finalize the list based on available funds. Review catalogs and websites, set a schedule, and make appointments with vendors ahead of time. List each vendors location, a contact, and discussion points for that vendor. Start a new notebook (paper or electronic) for each market, trade show, or major market trip to reference later. Include the shopping list, market schedule, and an item template to facilitate taking notes. Preparing for a buying trip in advance leads to more efficient shopping, greater business results, and the confidence that nothing succeeds like a good plan. G
Nothing Succeeds Like a Good Plan
by Joanna Bradshaw
Many retailers either do not recognize the importance of shopping the competition, or go about it haphazardly. Competitors can be invaluable in honing a competitive advantage and identifying any strengths and weaknesses that can lead to increased profits. The first step is to identify the competition. While many independent retailers think that their competitors are other small retailers in town, larger retailers that sell the same products are perhaps the fiercest competitors and can often teach the most. Next, learn about the competition by reading their advertisements, visiting their websites, and talking to vendors and customers. Laying the foundation for fruitful competitive visits heightens perceptions and identifies areas of their operation to analyze. List these areas, as well as any specifics to observe. You may want to note strengths and weaknesses, quality and value offered, price ranges, philosophy, uniqueness versus basics, or general competitiveness. While some believe in openly comparison shopping, it can be the best way to be shown the door. It is better to have a plausible story to explain the visit. Shopping the competition is a good way to learn from the success of others and to form a plan for the future.
Shopping the Competition
Planning properly can make a trip significantly more successful. Making travel plans and reservations early often saves money and gets better accommodations. Registering for a trade show, seminar, or meeting in
Planning a Buying Trip Properly
S64
Joanna (Jody) Bradshaws newly released book, Be a Millionaire Shopkeeper, reveals how an independent shop can compete with big retailers by learning the tricks of the trade that increase sales and profitability. She is also the author of Jody, which chronicles her 45-year career as a senior retailing executive at Bloomingdales and Macys, and her entrepreneurial experiences as cofounder and president of HME Ltd. For more information, visit www.millionaireshopkeeper.com.
MAY/JUNE 2013
MEDIA CENTER
Twinkle Toes DVD Music Video Collection by INCEPTION MEDIA GROUP FEATURES a dazzling fashionista Grace Hastings. Also known as Twinkle Toes, Grace conquered her terrible case of stage fright in the film, Twinkle Toes and now she returns to the stage in the music video collection proving she is no longer afraid to shine. Kids can dance along to the thirteen music videos from the hit animated movie with an additional four original, exclusive tunes and performances by Laura Baruch, the voice of Grace. The DVD is accompanied by a bonus CD, so kids can sing along with Twinkle Toes anywhere they go.
Recess Monkey, the trio of teach-rockers, will release their ninth CD, Deep Sea Diver, produced by RECESS MONKEY on June 18. Deep Sea Diver is an ocean-themed musical-of-the-sea, features the rockers shipwrecked on the beach of a distant, lost island. Seeking to create the Recess Monkey-est Recess Monkey album ever, the duo presents hilarious lyrics that are more overthe-top than ever before. All tracks on the album will be accompanied by creative, underwater-themed music videos. The Tambourine Submarine music video will debut on June 18 at RedTri.com.
WORM HOLE PROpresents Key Wilde and Mr. Clarke as they travel on a fantastic adventure on Pleased to Meet You. The duo received great acclaim for their most recent album, Rise and Shine, and hThe as been working to perfect their antifolk repertoire and tight harmonies since 1990. Produced by Grammy-winner Dean Martin, the album features 15 tracks that range from rocker and bluegrass with Bigga Bagga and Chuckers to sweet lullabies such as Falling Star. The album offers something for every member of the family. Each track illustrates a different lyrical tale.
DUCTIONS
In Brick City, renowned modeler Warren Elsmore recreates iconic buildings and landmarks utilitzing only Lego bricks for his creations. Created by BARRONS EDUCATIONAL SERIES INC., Brick City portrays more than 100 beautifully colored photographs of Elsmores work, including the Eiffel Tower, Buckingham Palace, the Taj Mahal, St. Basils Cathedral, and even the new World Trade Center. The book includes buildat-home instructions and two, glossy posters displaying the featured Lego landmarks in stunning detail.
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S65
QUESTIONS
WITH
Doug Cass, co-founder

a foundation in the iconography of the Spirograph. In 2015, Spirograph will celebrate its 50th anniversary, and we are planning a collectors kit and promotions for the consumer and to help drive sales for retailers. The true strength of Spirograph is its name. The imagery is what people connect with. 4. Kahootz has an interesting history. Can you tell us how the company came about? In 2002, the partners at Kahootz co-founded Giddy Up, a childrens activity company. We became part of the Elmers Kids Group in 2006. The company was sold in 2011, and there was a group of talented people based in Ann Arbor, Mich., who had spent their career in the toy industry and very much wanted to create a new company, doing what we did best. Joe Yassay, Colleen Loughman, Brent Oeschger, and myself were the original partners who founded the company. Were proud to have since added more talent to the team. There are some really amazing ideas out there, but in some cases, a creator, inventor, or company may have limitations on their ability to create, produce, stock, and sell products. We are capable of taking on a project at any stage. Our first project was to launch a new line of collectible toys, Pomz, that is selling in the specialty market. Our second project, with the support of our friends at Hasbro, was to relaunch Spirograph. 5. Whats on the horizon for Kahootz? Now that we have live product in the market and more than 550 customers ordering consistently, we are more capable of taking on new projects. We are in constant communication with several inventors, companies, and others who have some great ideas. We have several new projects that were working on and will launch at Fall Toy Preview in Dallas in October, and again at New York Toy Fair next February. I
1. Why did Kahootz bring back the original version of Spirograph, which has not been on the market in this form for many years? The original Spirograph was invented by Denys Fisher and first brought to market in Europe with great success. Initially distributed in the U.S. by Kenner and ultimately becoming part of the Hasbro portfolio in 1992, Spirograph, in one form or another, has maintained a constant presence in the toy world for nearly 50 years. We saw in the market a tremendous amount of nostalgia and pent-up demand for the original Spirograph, which was as much a sophisticated drafting tool as it was a toy. Our first goal was to re-introduce the classic Spirograph, which parents and grandparents of todays children fondly remember from their own youth. Our second goal was to reengineer and update it in a way that appeals to a new generation of aspiring Spirograph artists. 2. What kind of success is Kahootz seeing with the new Spirograph? The reaction from retailers has been overwhelming. Retailers are seeing sales results that are far higher than anticipated. Were also having tremendous success in the gift and specialty store market. Several toy catalogs will feature Spirograph this fall. Museums, independent toy stores, and online retailers are having especially strong sales. 3. What sort of marketing and merchandising are you planning for the new generation of this classic toy? The program was built with two initial steps. First, to relaunch the initial kit, featuring the gears and wheels that we loved as childrenwith improvements. Second, and more important to our ultimate goals, is to launch a complete arts, crafts, and activities lineup that includes a scrapbook kit, a paint canvas, a coloring book, and a card making kit, all with
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Wh O
Creating an Effective Positioning Statement to Spark Consumer Interest
aRe
Marketing
memo
Y OU?
are. The next step is to make sure that what you came up with is actually meaningful to the consumer. Do they care? Are your special qualities important to them? There are probably lots of special things about your idea, but you need to make sure that the ones you bring to the forefront of your marketing strategy are the ones that consumers will actually care about. The best way to find out is to ask them. Ask your friends, stop consumers in the aisle at your local shop, or conduct a survey online to get the information you need. Once youve got confirmation that your positioning statement is clear and meaningful, pat yourself on the back. You now have more than a sentence. You have a stake in the ground. Youve made a commitment to who you are and what you have promised your consumers you will be. Use this sentence as a check point when coming up with new product ideas for your brand, new promotions for your store, new licensing partners for your property, and new marketing campaigns. Do they fit with your promise? What makes you so special? It sounds like a hostile question, but I mean it sincerely. Your idea is special enough for you to do the work it takes to get to market. Get clear on what it is that makes you special and commit to consistently delivering to consumers and you can build a I lasting brand.
by Amy Opheim, owner, C3 Marketing and Copywriting
hether youre launching a new brand or product, opening a new store, or creating a new property, youve got to know who you are. The inability to share exactly who you are and what makes you specialin one succinct sentenceis one of the biggest reasons that new brands, products, businesses, and licenses fail. Consumers have dozens, sometimes hundreds, of choices. Why should they choose you? What is the real benefit to them? What makes you better than the competition? Youve got to be clear so that they can see you as the best choice. But how do you cull all of your passion into one single sentence? In marketing speak, X marks the spot, as in XXX is the only XXX that can XXX. So how do you fill in those Xs and create an effective positioning statement? Lets start with a list of questions and answers: What are you selling? Why would someone need or use this kind of product? What is the benefit of using your product? What special features or characteristics does it have? Who else sells this kind of product? What is different and better about your product? Answering the first four questions should be simple. The last two may require a bit of homework, such as a visit to your local stores and some online research, but having a clear picture of your competition is vital. You need to know how they market themselves and what claims they make in order to know how to make your brand stand out in the consumers mind. After doing your competitive research and answering the above questions, you probably feel pretty clear on who you
Amy Opheim is the owner of C3, a consultancy helping toy industry partners create clear, concise, and compelling marketing strategies. For more information on C3s marketing and copywriting services, call (562) 972-1855 or email amysnowopheim@gmail.com.
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THE TOY BOOK 89
License for Toy

Are Double-Edged Swords
by Lutz Muller
icensing has become an integral part of toy marketing. According to The NPD Group, toys based on licenses accounted for 30 percent of all U.S. retail dollars last year, and about 25 percent in units. This is considerably higher than estimates made a few years ago, which put the dollar share at 25 percent.
Movie and TV Licenses Lead the PackFor Now

This year will see a large and diverse offering of toys based on movie and TV licenses. Here are the highlights:
Retail Sales Forecast 2013 U.S. Only $ Millions 50 45 90 135 50 45 65 15 10 135 65 35 20 65 40 30 40 25 40 Box O ce Forecast 2013 U.S. Only $ Millions n/a n/a 130 375 315 n/a 270 n/a 140 350 300 n/a 300 280 90 150 145 205 100
licensed products. In comparison, only 5 percent of total sales dollars are media-license driven in the dolls and preschool categories. The movies in the table above are expected to represent 30 percent of all movie ticket dollars spent this year in the U.S. This being the case, it behooves us to consider what the probable future shape of the U.S. movie and TV industry looks like. First, movie ticket sales:
U.S. Movie Ticket Sales
In U.S. $ Millions
12,000 10,000 8,000 6,000 4,000 2,000 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Movie Transformers Beast Hunters (TV) Max Steel (TV) G.I. Joe: Retaliation Iron Man 3 Star Trek Into Darkness Hulk and the Agents of Smash (TV) Man of Steel Marvel Avengers Assemble (TV) X-Men Wolverine Thor 2: The Dark World The Hobbit: The Desolation of Smaug Scaris (TV) Oz the Great and Powerful Frozen The Smurfs 2 The Croods Turbo Despicable Me 2 Planes
Category
Release Date Master Licensee 2013 Action Figures 2/13 Hasbro Action Figures 3/25 Action Figures 3/29 Action Figures 5/3 Action Figures 5/17 Action Figures 6/13 Action Figures 6/14 Action Figures 7/7 Action Figures 7/26 Action Figures 11/8 Action Figures 12/13 Dolls Dolls Dolls Preschool Preschool Preschool Preschool Preschool 3/1 3/8 11/4 6/31 3/22 7/1 7/3 8/9 Mattel Hasbro Hasbro Hasbro Hasbro Mattel Hasbro Hasbro Hasbro Glorbil Mattel Jakks Paci c Mattel Jakks Paci c Mattel Mattel Hasbro Mattel
Action Figures are the toy category most driven by movie and TV licensesmore than 50 percent of all sales dollars for the category in the U.S. are either spent on movie or TV
While cinema ticket sales have been marginally up during the past 10 years, bond analysis firm Fitch Ratings offers a somewhat-pessimistic outlook. The company forecasts a modest decline in ticket sales this year, and long-term challenges that should cause concern for lenders. Studios will find it difficult to replicate the success they had last year with hits including The Avengers and The Dark Knight. In fact, cinema chains AMC and Regal are very much concerned about the sharply negative trend they foresee for the remainder of the decade. One solution being discussed is the consolidation of theaters from the current 39,000 screens down to approximately 20,000. This has caused disputes between
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studios and theater chains. Studios are pushing for shorter theatrical windows before films move to other distribution channels, while theaters want to keep films running on their screens for as long as possible to maximize revenue. These events indicate that the importance of movies as toy drivers is bound to decline over time.
dependent on licenses to a substantial degree. The two main drivers for toy salesmovies and TVare losing impact, and manufacturers must seek alternatives. Factors to consider are why licenses have become so important to the toy industry, and whether or not they are good for a manufacturer to have.
Shifting Gears
Parents are moving away from TV as their main source of information for toys as well. Jeff Adelson of Levelwing says, Online toy sales have climbed substantially in the last 10 years, and parents are doing their research about toys online. Thirty-nine percent of toy purchasers cited online retailers as their most oft-used resource, with 43 percent citing video sharing sites. Therefore, toy manufacturers must begin usergenerated content initiatives (both written and video reviews), as well as content development about their products online. Only 24 percent of toy purchasers said that they relied on traditional media, like TV and magazines, for their toy information. Manufacturers must consider how the prime consumer group, kids ages 2 to 11, are viewing TV. Cynopsis Media reports audience numbers for this age group in comparable weeks in early April between 2010 and 2013 for the top 10 basic cable ad-supported networks:
TV Audience Top Ten
In 1,000 viewers ages 6-11 per week
4,100 4,000 3,900 3,800 3,700 3,600 3,500 3,400 3,300 3,200 Kids ages 2-11
The Good and the Bad

There are pros and cons for toy licenses. The main benefit is that the license typically has a built-in consumer following that will benefit the product carrying the license. Movies such as Spider-Man, Star Wars, and The Smurfs are a classic example of this. Not only will such a license make negotiations with major retailers easier and quicker, it will also likely provide a ready consumer pool that is predisposed to buy the product. In short, rather than building a consumer franchise, manufacturers can essentially rent it via a license. The main negative is cost. A good license will cost anywhere from 10 to 20 percent of net sales, with hefty minimum guarantees and upfront payments being the norm. Another negative is that license agreements are limited in timeusually three to five years. This means that a toy manufacturer can create a business around a license and then lose it if the licensor elects not to extend the license period. Lastly, it is time consuming to satisfy the demands of the licensor through reports, meetings, and discussions. There are more insidious problems attached to licenses. Steve Reece, a European toy consultant, said, Those companies who focus only on the short term tend to exhibit an over reliance on licensing and/or transient technology, neither of which act to effectively lay down solid, dependable, longterm foundations for their business. Technology can provide a short-term boost to sales and a competitive advantage, but even patented technology has its limitations in terms of true protectability. Licensing is a powerful, and normally essential, part of a toy companys product approach. However, once a company enters the licensing treadmill it tends to rely on a significant proportion of its revenue coming from hot licenses, and retailers also rely on the company to supply less licensed merchandise. When the company has a weaker year for licenses, revenue falls, as do retail listings on other non-
April 5-11, 2010 April 4-10, 2011 April 2-8, 2012 April 1-7, 2013
Approximately 30 percent of all toy sales are made for products that carry licenses, and the most important drivers are movies and TV series. Mattel and Hasbro are the main beneficiaries of this years offering, and are, therefore,
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THE TOY BOOK 91
licensed products. In other words, a license can change the way a business is seen and built. A license can be an effective shortcut, but a manufacturer surrenders a lot of control over its fate to the licensor, whose business imperatives can be very different from its own. It can also affect the way a business is runrather than planning optimally for what is best for the business, the manufacturer must plan to satisfy quarterly licensing requirements.
Mattels overall fashion doll sales have increased, and that trend is expected to continue this year.
Mattel Fashion Doll Sales
Worldwide U.S. $ Millions
3,500 3,000 2,500 2,000 1,500 1,000
Barbie Princess Monster High Total
DIY Branding
For these reasons, the logical alternative is for toy manufacturers to build their own brands, making sure that all measures to protect their intellectual property have been taken. Once the brand is firmly established, the manufacturer can seek licensees. An example of this is the Monster High brand, owned by Mattel. Monster High fashion dolls were released in July 2010, and are now the No. 2 fashion doll after Barbie (also owned by Mattel). Not only has Mattel introduced the brand in a variety of toy categories other than fashion dolls (e.g. vehicles and play sets), it has licensed the brand to at least 25 companies, including Sakar, Crayola, Majesco, and Universal Studios, for non-toy products such as clothing, backpacks, and cosmetics. Monster High fashion dolls account for an estimated 67 percent of total Monster High sales; other Mattel toy categories account for another 15 percent, and nearly 20 percent go to non-toy products sold by third-party licensees. Monster High fashion dolls have affected the Barbie brand, according to Google Trends.
Interest over time
The number 100 represents the peak search interest News headlines
500 0 2010 2011 2012 2013*
Mattels fashion doll business is an example of successfully mixing licenses with brands. The Disney Princess brand has a devoted following, is loved by retailers, is profitable for Mattel, and represents about 20 percent of the companys total fashion doll empire. Its loss would be a major blow, but it would not be fatal. Barbie is a mature brand, stagnant or gently declining, and still represents about 47 percent of the total. Monster High is new, rapidly growing, already at approximately 33 percent, and is expected to continue expanding at a rate that exceeds the decline of Barbie.
Less Is More
Licenses have their place in the toy business but are best used in moderation. A license can be lost for any number of reasons, and its place in a business should never be so dominant that its loss will jeopardize the survival of the company. I
M
100 M 80 60 40 20 N Average
F K Jul 2010 Jan 2011 J Jul 2011 H G Jan 2012
C A Jul 2012 Jan 2013
Barbie Disney Princess Monster High
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. 2011 and Europe; his proprietary retailer panel in the U.S.; and his third-party manufacturing contacts in China.
2012
92 THE TOY BOOK
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ROLOPAD
benjamin kinberg
Rolopad, the adventures of an inventor, occurred to me one day while leafing
through an old Rolopad and I thought it could be interesting to recount the odds and ends of the various characters encountered in my journey into, through and out of the playthings world, many of whom have departed for sunnier or colder climes known and unknown.
THE ADVENTURES OF AN INVENTOR
benjamin kinberg is a native New Yorker having been born and dwelling in the
Big Apple for most of his life except for several years in Europe following his wife, Raina Simeonowa, Bulgarian coloratura soprano, around in her engagements in opera theaters in Germany and Austria. His basic activites include songwriting and product design with the latter exceeding the former by a wide margin regarding income. 375 pp. $ 23.95 Authorhouse.com
Property
profile
Licensor:
Universal Partnerships and Licensing
U.S. Release:
July 3
Fans should get ready for more Minion madness with Despicable Me 2. Chris Meledandri and his acclaimed filmmaking team create an all-new animated adventure featuring the return of (former?) super-villain Gru (Steve Carell), his adorable girls, the unpredictably hilarious Minions, and a host of new and outrageous characters. Once Gru leaves behind a life of super crime to raise Margo, Edith, and Agnes, he and the Minions have some free time on their hands. But just as he starts to adjust to his role as a suburban family man, an ultra-secret organization dedicated to fighting evil on a global scale comes knocking. Now, its up to Gru and his new partner, Lucy (Kristen Wiig), to find out who is responsible for a series of spectacular crimes. After all, it takes the worlds greatest ex-villain to catch the one vying to take his place.
Did you know...
Despicable Mes breakout stars, the Minions, are

getting their own film next year. Despicable Mes directors provide the voices for the Minion characters. The recently launched Despicablimp is one of the largest airships in the world and will travel approximately 20,000 miles during its six-month journey to promote Despicable Me 2s July 2013 release. The Despicablimp may be tracked in real-time via GPS at the Despicablimp Command Center (www.despicablimp.com ).
More Fan Favorites

Given the box office success of the first Despicable Me film, and the love and demand for our breakout stars, the Minions, we have an opportunity to broaden the merchandise program with the second film.We are working with first-rate partners to develop innovative products across a wide range of categories that will appeal to consumers of all ages. The portfolio of products embody the unpredictably hilarious Minions, Gru, and the girls, and we look forward to seeing fans immerse themselves in the world of Despicable Me 2 this summer. Amy Taylor executive vice president, Universal Partnerships and Licensing
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Basic Fun
Soon, fans will be able to see their favorite characters in vivid View-Master 3D. In partnership with Fisher-Price, Basic Fun has developed the Despicable Me 2 View-Master. The View-Master features a new internal design that provides a 50 percent brighter and larger image with a smoother operation and a new focus on 3-D adventures, including 21 images across three reels to tell the Despicable Me 2 story.
Ceaco
Ceaco has developed two 100piece puzzles featuring (former?) super-villain Gru, his three girls, and the Minions. Kids can recreate scenes from the sequel to enjoy Minion madness all over again at home. The puzzles are designed for kids ages 3 and up.
Funko
Funko will release four Pop! Vinyl Figures based on Despicable Me 2 characters Agnes, Gru, and Minions Carl and Dave. Each figure measures 3.75 inches tall and features Pop! Vinyl Figure format faces.
Rubies Costume Co.

Rubies Costume Co. will have Halloween products based on Despicable Me 2, including non-gym bags and totes, buckets, pails, cosmetics, makeup, gloves, mittens, hats, caps, masks, and toy weapons.
Thinkway Toys
The Despicable Me 2 Talking Figures line, from Thinkway Toys, includes collectible characters from the upcoming sequel. Talking Dave the Minion, Tim the Minion, and Stuart the Minion have moving heads and eyes. Kids can push a button to hear their voices and sound effects. They each feature poseable arms and soft skin upper bodies. Dave and Stuart stand about 8 inches tall and Tim is more than 9 inches tall. Talking Gru is also poseable and talks with the push of a button. Kids can turn his body from side to side and move his head and arms as well. A display stand is included with the 11-inch figure. Also available are the Agnes Unicorn plush and the Bedtime Agnes doll. All of the Despicable Me 2 products are designed for children ages 4 and up.
Hasbro
Hasbros Monopoly: Despicable Me 2 Edition Game lets players get mischievous. Players must spin the Minion to make a move, collect Banana Bucks fast, and race to purchase Despicable Me properties. Hasbros Operation: Despicable Me 2 Edition Game features Stuart, who has accidentally swallowed some unicorn fluff. Players must operate, acting as one of the Minions.
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THE TOY BOOK 95
TV and Toys: The Best Marriage Ever

Superman
by Stuart Fischer
Man of Steel action figure, from Mattel
n 1938, Joe Schuster and Jerry Siegel created a character who would come to life first in a comic book and quickly graduate to star status as the subject of a series of theatrical films, a live-action TV series in the early 1950s, a Saturday morning animated TV series in 1978, and a full-length live-action motion picture produced by Warner Bros. Pictures. The writer-artist team created Superman for the comics and sold their character to National Comics (now DC Comics) for a small sum of money. They signed away all rights to their creation, never anticipating that he would become a worldwide icon. Superman first appeared in Action Comics No. 1. The issue sold so well that the publisher gave him his own title, Superman, in 1939. Both titles were published on a monthly basis. Supermans extraordinary abilities, chiseled good looks, red cape, and S scrawled across his chest drew envy from his legions of male fans. His powers were astonishing. Possessing super strength, super speed, the ability to fly, invulnerability to bullets, and X-ray vision, Superman seemed almost invincible. However, the creators wanted to make him more human, so they gave him one enemy: Kryptonite. An element from his home planet, Krypton, Kryptonite was the only substance that would harm him. Superman escaped from Krypton before the planets demisehis parents put him in a rocket and sent him blazing through outer space until he finally landed on Earth as a baby. Superman is the symbol of great power and good. He has ethics and is kind to all he encounterswith the exception of the bad guys. However he even treats villians with respect because he does not want to hurt anyone, no matter how deadly.
With the great success of the comic, other companies saw the potential for Superman as a product, a TV star, and a movie star. A series of theatrical shorts were made, as well as a series of animated theatrical filmswith some fine animationwhich are still in demand today. Later, a series in the early 1950s hit TV airwaves (in first-run syndication). That show, starring George Reeves as Superman, was a solid hit. It still runs on TV today in various parts of the world. Filmation created an animated TV series in the 1960s for the CBS Saturday morning schedule. In 1978, Superman hit the big time with his own major motion picture by Warner Bros. That film became a huge hit and spawned sequels in 1981, 1983, and 1987. Superman did not appear in the movies again until 2005 with Superman Returns. It did well at the box office, but didnt quite live up to Warner Bros. expectations. As for toys and the world of licensing, Superman has been featured in numerous toy lines, model kits, Halloween costumes, food products, syndicated newspaper comic strips, and even a Broadway play in the 1960s. Hanna-Barbera devised a TV and licensing program with Kenner Toys in which the toys ran along with the television show for a season, giving all the characters in the show more exposure. The cartoon series took place in the 1980s and 1990s, and Superman was a regular cast member in the animated television hit The Super Friends by Hanna-Barbera, as well as The Justice League animated TV show by Warner Bros. TV. An off-beat, live-action primetime show aired in the 1990s,
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titled Lois and Clark, which focused on the relationship between Lois Lane and Clark Kent, but the portrayal of Superman remained loyal to the comic book. Because Superman was the first comic book superhero to gain national attention, some think that he is not a flexible character. DC Comics has attempted to broaden his horizons in an effort to keep him contemporary. Yet, consumers may not be ready for him to appear in a drastically different way, because that would be tampering with a solid image that one generation after another has adored. The upcoming film, Man of Steel, due out June 14, will be produced in part by Christopher Nolan, who was producer on all three of the recent Dark Knight films. Nolan also co-wrote the Man of Steel screenplay. Superman will be played by Henry Cavill, a relative unknown compared to his co-stars, who include Russell Crowe, Lawrence Fishburne, Christopher Meloni, Kevin Costner, and Diane Lane. In anticipation of Man of Steel, global master toy licensee Mattel unveils its wide-ranging toy line, including action figures, vehicles, play sets, and collectible figures. Mattel will also introduce Man of Steel QuickShots, featuring elements of flight and strength incorporated into the toy. Also supporting Man of Steel are global licensees such as Lego, with construction sets inspired by memorable scenes from the film. Rubies Costume Co. will create a new line of Man of Steel-inspired costumes and accessories for both kids and adults. Thinkway Toys will create a full role-play line, R/C vehicles, and interactive figures, while Jakks Pacific will create a range of Man of Steel and Superman collectible figures and novelty toys. I
Toys Inspired by Man of Steel
Man of Steel Pop! Vinyl Figure, from Funko
General Zod Pop! Vinyl Figure, from Funko
Man of Steel Metropolis Showdown, from Legos DC Universe line
Stuart Fischer has worked at Universal Studios, where he helped develop shows to be sold to networks, as well as Hanna-Barbera Productions, where he developed shows to be sold to the networks and to the first-run syndication market. Fischer has written the books Kids TV: The First 25 Years and The HannaBarbera Story: The Life and Times of TVs Greatest Animation Studio, as well as various magazine and trade journal articles. He also created his own comic book, The Man-O-Saurs.
Man of Steel Faora, General Zod, and Jor-El figures (from left to right), from Mattels Movie Masters line
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THE TOY BOOK 97
Licensing Expo
Activision Publishing
ctivision Publishing Inc. launched its first partnership with McDonalds with Skylanders Giants Happy Meals. In North America, the inaugural Skylanders Giants Happy Meal program ran from April 12 through May 2, and will roll out in other countries later this year. Customers who purchase a Happy Meal at participating McDonalds restaurants receive one of nine toys from Skylanders Giants, each with its own play feature, and a coupon for $10 off the Skylanders Giants starter pack. The Happy Meal program includes figurines inspired by Spyro, Gill Skylanders Power A Gamepack Grunt, Drobot, Chop Chop, Ignitor, Jet-Vac, Tree Rex, Crusher, and Kaos. Activision will introduce a new game, Skylanders Swap Force, which lets gamers reconfigure 16 new Swap Force inter-action figures into more than 250 unique combinations by swapping the top and bottom halves of the toys. Swap Force figures feature new abilities, including flying, climbing, digging, bouncing, and teleporting. Players embark on an adventure in an unexplored area of Skylandsthe Cloudbreak Islands, home to a magical volcano, which erupted and blasted the Force apart and sent them to Earth with the ability to swap parts. Players must reassemble the Swap Force and send them back to Cloudbreak to save Skylands. Activision has more than 135 licensees worldwide, spanning categories including party goods, bedding, games, apparel, plush, toys, and costumes.
2013
Neat-Oh! International
eat-Oh! International LLC brings innovative products to the market that help consumers simplify their lives. The companys flagship products are those belonging to its patent-pending ZipBin line of transportable and collapsible interactive storage products that unzip to become activity or play surfaces, and then zip back up to storage bin form. New from Lego are the Lego City ZipBin Storage Basket and Playmat, which unzips to become a playmat and stores Legos when zipped back into its basket shape; Lego Chima ZipBin Battle Case, featuring a fold-out ramp; Lego Friends ZipBin Heartlake Wristlet, with five pockets for Lego storage and 3-D pop-up scenery when unzipped; and Lego Friends ZipBin Heartlake Place Transforming Toy Box, which folds flat to become a playmat, and is big enough to store all kids Legos when zipped up. Neat-Oh! also introduces the Barbie Black Bow Clutch and Closet, part of the ZipBin line. The clutch features pink woven designs and a dressing room for Barbie inside, for girls ages 3 and up. New for Hot Wheels is the Hot Wheels Racing Battle Case, featuring a flip-out track and space to store up to 20 Hot Wheels cars. The Hot Wheels ZipBin Crash Racer Backpack with Car Assortment includes two blue cars, two red cars, one green car, and one yellow car. The car body is perfectly integrated into the shape of the backpack and unzips Star Wars ZipBin Yoda Toy Storage into a two-lane raceway. and Carry Case Neat-Oh! also debuts softsided display ZipBins from Star Wars. Star Wars-themed ZipBins are available in Darth Vader, Yoda, and Stormtrooper varieties.
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Licensing Expo
Mattel
2013
ith a portfolio of iconic brands and popular properties, Mattel unveils new partnerships and product offerings for infants and toddlers, kids, tweens, and adults. Kids can sing along to Barbie dolls favorite songs with the Barbie World Tour Party Mix and Barbie Holiday Party Mix CDs, from Mood Entertainment. These CDs feature popular hits performed by kids, for kids. In conjunction with Fisher-Price, Mood Entertainment offers a line of infant board books that are tailored to infants and toddlers and will be merchandised alongside Moods music program. Kids can rock n roll with Barbie and her friends with the Mega Bloks Barbie Rock Star Stage, by Mega Bloks. Kids can build the ultimate concert, complete with amplifiers, glittering blocks, and a sparkling disco ball. The stage elevator and large video screens let the fans see Barbie perform from anywhere at the concert. Hot Wheels and construction toys combine for a new way to play with the iconic brand, as Mega Bloks launches Hot Wheels Test Facility and Hot Wheels Cars. Boys can build their own fantasy world of thrilling vehicle experiences with more than 30 stunts, two customizable cars, and figures with the Hot Wheels Test Facility. The Camelio tablet by Vivitar (Sakar), a fully functioning, Google-certified Android device that supports the Google Play Store, features Barbie, Monster High, and Hot Wheels personality packs. Personality packs include the capability to install branded apps, content, wallpaper, and widgets directly onto the Camelio tablet, and comes with a branded themed case. Fisher-Price partners with TCG to introduce children to game play via a new line of preschool games that leverage some of the brands most iconic and nostalgic toys. Each game in the collection helps to develop critical cognitive, physical, and social skills.
DreamWorks Animation
reamWorks Animation (DWA) is now the hub for family-friendly intellectual properties on a global scale, as the studios portfolio of new and classic franchise properties offers opportunities across all categories. Led by master toy partner Mattel, the studios next franchise, Turbo, will race into theaters July 17, followed by the debut of Turbo F.A.S.T., exclusively on Netflix this fall. Properties inspiring theatrical and television franchises, including Turbo, Madagascar, How to Train Your Dragon, and The Croods, will lead the charge at retail, along with classic properties Olivia and Wheres Waldo?, which is currently celebrating its 25th anniversary. DWA continues to build on its roster with new programming for feature films and franchises for next year, including Mr. Peabody & Sherman (March 7), How to Train Your Dragon 2 (June 18), and Happy Smekday! (working title, November 26). B.O.O.: Bureau of Otherworldly Operations and Trolls are also poised to make their mark with audiences and at retail.
Mega Bloks Hot Wheels Test Facility
Turbo
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Penguin Group
rosset & Dunlap, an imprint of Penguin Young Readers Group, is partnering with infant development brand Sassy to publish a series of books specifically designed to foster babies development. Developed in collaboration with Sassys team of early childhood development experts, the Sassy: Inspiring the Senses series is designed to be interactive, engaging, and inspiring to all the senses. Interactive components, patterns, colors, textures, words, and designs will be introduced at age-appropriate stages, stimulating a babys physical, intellectual, emotional, and social skills. Grosset & Dunlap will launch the series with four books in the fall. Each interactive book will focus on a different stage of development, while introducing characters, animals, shapes, and objects throughout the books. The book series will also reflect Sassys design style. The partnership between Penguin Young Readers Group and Sassy was developed by Sassys licensing agency, Lisa Marks Associates Inc., as part of a broader, comprehensive licensed products program.
Saban Brands
aban Brands is celebrating the 20th anniversary of the Power Rangers franchise this year. The company kicked off its year-long celebration early this year with the debut of its all-new series on Nickelodeon, Power Rangers Megaforce. With more than 190 licensee partners, the brand is providing Power Rangers Megaforce-licensed products, as well as creating limited-edition, 20th anniversary and throwback Mighty Morphin Power Rangers products. The Paul Frank property has more than 150 strategic partnerships and collaborations in the fashion and lifestyle categories. In addition to brick-and-mortar and online retail partners, Paul Frank products are available in more than 60 standalone stores around the world. Following the announcement of its acquisition of Zui.com, Saban Brands will globalize the property by launching the first worldwide network of kid-connected sites with parental controls. Saban Brands digital arm, The Playforge, continues to expand with new games, including Eat Eat Hooray!, which launched last month, and multiple upcoming titles to be released this year. Sabans new animated series, Digimon Fusion, will air on Nickelodeon this year. The company will also debut Julius Jr., a new animated preschool series inspired by the Paul Frank family of characters, this year on Nick Jr. in the U.S. Saban Brands has partnered with Fisher-Price, who will serve as the global master toy licensee for Julius Jr. Vortexx airs on The CW for five hours each Saturday. Saban Brands has made this action, adventure, and comedy entertainment property available to kids all week long through MyVortexx.com. The site features episodes to watch online, games, points, and rewards. Saban Brands will open international offices in Europe and Asia later this year. The company also merged its international and domestic licensing and merchandising teams to create a Global Consumer Products division.
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Licensing Expo
2013
Disney Consumer Products
isney has partnered with Thinkway Toys to produce R/Cs and flying planes based on the characters in the soonto-release Planes. The line features TV-promoted U-Command Dusty, a full-function, infrared-controlled toy with lights, sounds, and animation; and IR Dusty and El Chu. The outdoor flying range features Charge n Fly Dusty, a rechargeable flying plane, and various sizes of gliders, including a Bubble Maker version of Dusty. These lines will be available this summer with Planes 2 slated for release next fall. Tollytots will introduce Under the Sea Surprise Ariel, Ariels Bath Vanity, the Magical Mermaid Kitchen, and Ariel Musical Light Up Dress based on The Little Mermaid. Jakks Pacific will launch a role-play, dress up, and plush line based on Disney Juniors animated TV series Sofia the First. The line includes Sofias Talking Magical Amulet, Sofia the First Transforming Dress, Sofia the First Royal Tiara, and a Sofia the First Soft Doll.
Sofias Talking Magical Amulet, from Jakks Pacific
SMC Entertainment Group
MC Entertainment Group Inc. (SMC) continues to grow its diverse portfolio of licensees for the 3-D, CGI-animated series, The Jungle Book. Currently airing in 165 countries around the world, the property continues to expand and diversify its licensing offerings with six new partners. The Jungle Book and SMCs other properties, including Angry Little Girls!, H20: Just Add Water, and Dance Academy, will be on display at the International Licensing Expo. SMC Entertainment has recently signed the following U.S. licensees: Inkology for stationery and activity products; KellyToy USA Inc. for amusement plush characters; Newcastle Fabric for fleece blankets and kits; Newco International for childrens upholstered furniture, bean bags, bean bag chairs, toy boxes, foam furniture, adult furniture, nightstands, desks, and dressers; and LA Rugs for childrens play rugs. SMC continues to expand the licensing program for H2O: Just Add Water, internationally distributed by ZDF Enterprises. The licensing program targets girls ages 6 to 12. The Teen Nick television series is available for the first time The Jungle Book on DVD at all major retailers and digital content providers by Cinedigm. SMC Entertainment recently signed U.S. licensees Goodie Two Sleeves for T-shirts, beach bags, and pillows; California Costume Collection Inc. for childrens Halloween costumes and wigs; and Zazzle for customizable products including hoodies, T-shirts, skateboards, posters, mugs, postage stamps, and more. The consumer products program is currently licensing in more than 140 international territories with plans to continue to expand in new markets.
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Licensing Expo
2013
Nickelodeon Consumer Products
ickelodeon Consumer Products (NCP) will show a portfolio based on some of the most popular entertainment brands for preschoolers, kids, and adults. NCP represents properties including SpongeBob SquarePants, Dora the Explorer, Teenage Mutant Ninja Turtles, Team Umizoomi, and Bubble Guppies. Nickelodeon will extend the brands presence across all retail channels with movie-branded products timed to Paramount Pictures 2014 major theatrical releases of Teenage Mutant Ninja Turtles in the summer and SpongeBob SquarePants, set for holiday release. Nickelodeon is also set to launch new merchandising and promotional programs for Peter Rabbit and Dora and Friends. Peter Rabbit was launched as a re-imagined CGI-animated preschool series based on the Beatrix Potter childrens books. The upcoming series, Dora and Friends, is an animated Dora the Explorer spin-off starring Dora as a 10-year-old who goes on city adventures with a group of new friends. Nick celebrates international preschool property Dora the Explorer with a toy and licensing program that includes products from Mega Bloks, Fisher-Price, and Briarpatch, including Skate & Spin Dora & Boots, Dora Sizzling Surprises Kitchen, and Dora the Explorer Carnival Fiesta Game. SpongeBob SquarePants will have a new line of SpongeBob Hot Wheels from Mattel and a Krusty Krab Playset from Imaginext. Additionally, Nickelodeon will unveil products and new merchandising partners for Teenage Mutant Ninja Turtles, Bubble Guppies, and Team Umizoomi. Nickelodeon will also showcase two upcoming preSpongeBob SquarePants school series for the 2014 and 2015 retail seasons. Paw Patrol stars a pack of six heroic puppies who are led by a tech-savvy 10-yearold boy named Ryder, with curriculum that focuses on citizenship, social skills, and problem-solving. Blaze and the Monster Machines is a preschool show that features a curriculum dedicated to all areas of STEM (science, technology, engineering, and math). The series follows an 8-year-old boy named AJ and his monster truck, Blaze, on adventures.
Peter Rabbit
Hasbro
asbro continues to innovate and aggressively extend the reach of its global brands, including Transformers, Nerf, My Little Pony, Littlest Pet Shop, Monopoly, Play-Doh, Tonka, Magic The Gathering, and Furby. At Licensing Show, Hasbro will present branded play statements across all categories, from fashion apparel, publishing, digital gaming, domestics, and youth electronics to plush, novelty, and trading cards. Aurora is releasing 24 My Little Pony styles, including 12 small ponies with personalized carrying bags (Fancy Pals style) and six soft plush ponies available in 6.5 inch and 10 inch sizes.
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Licensing Expo
Sega
2013
Discovery Communications
ega will lay the foundation for a multi-tiered campaign for the Sonic brand, including new games and merchandise. Sega Licensing is looking for a full slate of partners across all categories with a concentration on toys, apparel, bed and bath, food and beverage, and amusement. The campaign will also set its sights on Latin America for expansion as Sonic increases its footprint around the globe. This year, the Sonic brand will see new video game titles and merchandise slated to close out the year. Also on tap at this years Licensing Expo is a celebration of the 25th anniversary for the Sega Genesis gaming console.
iscovery Communications reaches more than 1.8 billion subscribers in 218 countries and territories, through 155 worldwide television networks led by Discovery Channel, TLC, Animal Planet, Science and Investigation Discovery, as well as U.S. joint venture networks OWN: Oprah Winfrey Network, The Hub, and 3net, the first 24-hour, 3-D network. Across the Nordic region, Discovery owns and operates SBS Discovery Media, a portfolio of 20 television brands, featuring nonfiction content, and locally produced entertainment programs, sports, and scripted series and movies. Discovery also provides educational products and services to schools, and owns and operates a diversified portfolio of digital media services, including Revision3. Animal Planet will continue to grow its direct-to-retail partnership with Toys R Us by introducing new products to the Animal Planet-branded toy line, which reinforces the appeal of the brand to children and parents. Animal Planet recently inSpace Mission Maze Globe troduced Hide & Seek Pets, the first interactive activity app for kids ages 3 and up developed in partnership with partner Cupcake Digital. The sale of Animal Planet products fund R.O.A.R. partnerships with organizations that protect domestic animals, wildlife, and their habitats. Discovery Kids is a real-world entertainment brand for kids. Targeted to children ages 5 to 12, the Discovery Kids brand is trusted by parents, and helps children exercise their minds and bodies. Keeping with the core values of Discovery Kids, Big Tent Entertainment has inked several new deals that expand the brands presence both at retail and online, while encouraging kids to use their imagination and actively explore the real world around them. New deals include partnerships with retail outlets, social media site Kazaana (digital interactive content), and licensees including Basic Fun (View-Master), NKOK (arts and crafts and R/C), Quality Playing Cards (card games and playing cards), MerchSource (inflatable bowling sets, wall maze, and toy tablets), MasterPieces (paint-your-own wooden mobile), and Walgreens (outdoor activities assortment).
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Sony Pictures Entertainment
Lawless Entertainment
ony Pictures Entertainment (SPE) seeks promotional partners, licensees, and/or retail partners for The Smurfs 2, The Mortal Instruments: City of Bones, Cloudy 2: Revenge of the Leftovers, Popeye, and Ghostbusters. In the interactive space, The Smurfs 2 licensing program includes Beeline, which is continuing to update and revamp its Smurfs Village mobile game. Ubisoft will have games for both console and handheld, along with a new social game for Facebook. Zuuka will offer electronic books for iOS and Android devices. In the toys and games category, Jakks Pacific will celebrate the release of The Smurfs 2 with a new lineup of collectible figures, plush, fashion dolls, and play sets. Jakks will introduce The Smurfs Micro Village, a line of highly detailed 1-inch figures and play sets with connecting platforms that allow collectors to expand and bring the Smurfs Village to life. SPE has opportunities for worldwide promotions and Smurfette plush, from Jakks Pacific licensing for the CG-animated Cloudy 2: Revenge of the Leftovers, due in theaters September 27 in the U.S. Popeye (3-D) tells the origin story of the worlds first superhero, Popeye the Sailor Man. In this all-animated CGI tale of Popeyes first sea adventure, the lovable lower-class Popeye must team up with his least likely companionthe upper-class Olive Oylon a mission to find his long-lost Pappy. SPE has opportunities for worldwide promotions and licensing with certain restrictions. The film is due in theaters next September.
uzys Zoo was established by artist Suzy Spafford in 1968 as a line of greeting cards and has grown to feature more than 200 named characters in a range of social expression products. The three brands, Suzys Zoo, Little Suzys Zoo, and Wags and Whiskers, feature illustrations that use clean, bright, natural colors and realistic shapes creating a familiar-seeming and friendly universe. The Suzys Zoo Storybook Series app is available on the App Store and includes the first book free of charge. Two other titles are currently available, and a total of six titles will be released. In addition to the success of Suzys Zoo digital apps, three Nook eBooks and three iBooks have also launched. Multiple deals have been concluded, including Pioneer Balloons for latex, foil, bubble, and punchball balloons; Hoffman California Fabrics for 100-percent cotton, screenprinted fabrics; StickerYou for personalized stickers; Joanna Sheen Ltd. for craft items; Flickback Media for greeting cards and calendars; Dalmatian Press for books and coloring books; Fun Rugs for rugs; Suncrest for nursery bedding and accessories; Blue Sky for books; and University Games for board, card, travel, and electronic board games, Colorforms, and jigsaw puzzles. Lawless Entertainment has also been appointed as worldwide representative for TV production, publishing, licensing, and merchandising for childrens property Raising Maddie. Created by author Suanne-Margaret Hastings, Maddie is a little girl with untamable, corky, ginger-red hair who keeps friends, family, and caregivers on their toes with her vibrant spirit and a passion for her most prized possessionher magical shoes. Maddie also has a special Bunky Bag that comes alive, exposing all kinds of fabulous character shoes.
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Licensing Expo
2013
Delta Children
elta Childrens toddler collection continues to grow with the launch of new Disney licenses, including Doc McStuffins, Sofia the First, Monsters University, and Planes. The product launches coincide with the movie launches. Among Deltas offerings are a 3-D bed at Toys R Us, and a Cars bed, molded to look like Lightning McQueen, at Walmart. Delta Childrens licensed collections also include Mickey Mouse, Minnie Mouse, Disney Princess, Jake and the Never Land Pirates, Cars, Spider-Man, Sesame Street, Dora the Explorer, and Hello Kitty. Delta offers more than 200 licensed items, including beds, table and chair sets, toy boxes, organizers, and upholstered furniture.
Monsters University bedroom furnishings
CBS Consumer Products
BS Consumer Products manages a diverse portfolio of more than 200 iconic properties. The expanding popularity of the Star Trek franchise continues this year with the theatrical release of Star Trek Into Darkness, while Hasbro and Namco will lead retail activity that includes nearly 100 new licensees worldwide. Hasbro has developed a line of premium Kre-O Star Trek building sets featuring spaceships and characters from the franchise. The Kre-O Star Trek sets will offer Kre-O bricks as well as new Kre-O figures in the likeness of popular characters. More than four decades after they first squared off on an isolated desert planet, William Shatner comes face-to-face again with the menacing Gorn species of Star Trek fame, in a new video game in partnership with Namco. The two former foes fight again in Star Trek The Video Game. Mattel offers a line of die-cast models inspired by the franchise under license from CBS Consumer Products. The detailed miniatures include the U.S.S. Enterprise. 3-D Systems will allow fans to create personalized Star Trek figurines through the use of its 3DMe technology. CDM has created 3-D glasses for the upcoming film Star Trek Into Darkness. Flashman Studios has created digital avatars. Funko will release Pop! vinyl figurines and Pop! plushies this fall. Power Up/BDA will offer branded cell phone cases. Ruckus GH Inc. will create a Gorn collectible statue for May release and iCup will manufacture branded housewares, available in June. Crowded Coop will release branded pet accessories. Checks In The Mail will create Star Trek checks. Card.com will release Star Trek debit cards. Buckle Down is creating Star Trek-themed seatbelt buckles, BioWorld offers T-shirts and accessories, and Palm Beach Beaute will create four Star Trek-inspired fragrances.
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The Joester Loria Group

The Copyrights Group, worldwide master licensing agent for The Snowman, has appointed The Joester Loria Group as the exclusive licensing agent for the property in North America. TJLG will develop a retail-driven licensing program designed to connect consumers with the holiday classic. The Snowman is an animated film, adapted from Raymond Briggs childrens book, which has been seen by more than 20 million viewers in the UK. To celebrate its 30th anniversary, the sequel, The Snowdog, will launch in the U.S. this Christmas. TJLG will launch consumer products focused on gift-giving and creating holiday memories featuring the hand-drawn artwork from the film. Key merchandising categories for consumers include plush, games, food, apparel, fashion, accessories, housewares, seasonal dcor, and crafts. The Hive, the top rated Disney Jr. series in the UK began airing on Disney Jr. in the U.S. in October 2012. Centered on a cheerful cast of characters and their playful adventures, The Hive is designed to entertain and encourage imaginative play with preschool children. TJLG will execute a retail-driven program, with merchandising categories to include toys, plush, games, publishing, apparel, room dcor, confectionery, and more. Key categories will be in market next year with a number of limited exclusive offerings for this holiday season. Annoying Orange continues to drive sales of licensed product with new categories including tattoos and stickers, talking pens, squishee balls, erasers, and puzzles this spring, and bedding, pillow, bath, and beach products expected this fall.
Sakar
akar will showcase new products for brands including Teenage Mutant Ninja Turtles, Nerf, and The Voice. The durable Teenage Mutant Ninja Turtles portable iPod speaker features a Ninja Turtles design and allows users to play music from their devices. Those that prefer to keep their tunes to themselves can use the Teenage Mutant Ninja Turtles earbuds with microphone. The buds feature one of the turtles. The Nerf two-piece walkie-talkie set has a listening range of 1,000 feet. Each walkietalkie features a built-in clip, a side on/off trigger, and a Morse code button. Also for Nerf is the 640 x 480 resolution digital camera. The camera features a simple interface and a range of settings for kids to adapt to light conditions, take stills, or shoot video. The Voice High End Karaoke features enhanced vocal effects, echo, and balance, and includes dual mic jacks and one microphone. The machine has a CD/CD+G player and a monitor with lyrics display, and features audio voice control and a 20-track programmable memory.
Nerf digital camera
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by Nancy Zwiers, CEO, Funosophy
Dancing on the Head of a Pin

launching a new product in this industry today is like dancing on the head of a pin. The tolerances around success are so exacting, it is hard to hit it exactly right and achieve a successful and profitable new product launch (unless you are one of the few who gets lucky and creates a crazebut beware that lightening doesnt strike the same place twice). Furthermore, virtually all the risk is on the manufacturer to develop an innovative product, fund media and trade promotion, and clean up any inventory issues that may ensue. We need to find ways to more effectively introduce innovative products to drive category top-line vitality and profitability. A presentation at PlayCon last month by Jerry Storch, chairman of Toys R Us, showed that the industry has been declining by an average of 1.6 percent per month for the past six years. If we had been growing at a modest 3 percent per year instead, our category today would be billions of dollars larger. Top-line isnt the only issue. A financial benchmarking study commissioned by the TIA is underway, currently with 40 participating toy companies. As was presented at PlayCon, the average net income in 2012 (before taxes) for toy manufacturers was less than 5 percent of net sales. A paradigm shift occurs when the old rules no longer workin other words, a breakdown occurs, which in turn leads to a breakthrough. I suspect that we have been living through a pre-paradigm shift environment for the past few years, and thats why it feels like we are dancing on the head of that pin. If a new launch paradigm is around the corner, what might
ve been in the toy industry for 23 years and, like many others, Ive witnessed a lot of change. One of the biggest changes Ive seen is the astonishing consolidation of retail. When I joined Mattel in 1990, we talked about the top 20 retailers frequently. That number dropped over the years to top 16, top 12, top 10, top 8, top 6, top 4, and finally to the top 3. While the mass channel was consolidating, the specialty channel was shrinking and now represents less than 10 percent of toy sales (though dot coms will continue to grow). Not only do manufacturers have fewer customers, but the few that are left are also practicing just in time inventory management on all but their biggest bets. In fact, retailers are no longer willing to truly commit to a new product that is not from one of the big guys. Initial orders are miniscule, and often distribution is a limited market test, or even more likely, less than chain-wide. If it costs at least $1.5 to $2 million to launch an effective TV campaign, and total retailer commitments equal only $1.5 million, how do we make the math work? The implications of this shrinking, noncommittal retailer landscape are far-reaching for our industry. For awhile now, we all have been struggling to make the old launch paradigm work within this changing landscape. The launch paradigm was to develop a great product, promise to put it on TV, generate enough volume commitments from the big retailers to fund the TV, and full-speed ahead. With so few customers and toe-in-the-water orders,
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that look like? Here are some possible ideas and avenues to explore:
At last years PlayCon, Amazon business leaders shared that more content sells more product; the more the consumer knows about your product, brand, or company, the higher the conversions of purchase. LeapFrog is one company leading the way with savvy online merchandising. Amazon leaders said that handmade videos with low production values (i.e. cheap to produce) actually do better than expensive slick videos. How about making a 60-second product demonstration and/or testimonial that costs $5,000 instead of a 30-second TV commercial that costs more than $150,000 to make? The inverse relationship between credibility and production values is promising for the small guys.
Can new business models for partnering and combining forces Can we leverage the dot coms and focus our launch strategies in the digital age support us in claiming a bigger share of the play on achieving discoverability in this largely democratic merchandising pie? environment, where every product gets the same space? What creative ways of combining the power of digital with
Specialty-focused companies do this as a matter of course, but could this launch strategy be adapted to mass-focused companies? Perhaps if more of us launched new products in specialty, the channel can be revived as the place to find the latest products. Why not develop the idea of toy boutique merchandising and engender a greater perception of cuttingedge prestige with our new product launches? Perhaps achieving a well-defined toy statement in fewer outlets is a better new product launch model than one or two facings amidst massive clutter in 2,000 big-box stores. Why not consider limited geography and concentrated localized hightouch marketing efforts to create deeper engagement with the consumer and create a success story upon which we could build? This might be more effective than rolling the dice in mass at the outset and being at the retailers mercy for in-store execution.
Can we revive the model of incubating a new product in specialty prior to launching at mass?
yet to be invented can turbo charge by word-of-mouth? I thought it was interesting that USA Today sponsored a Save Our Show initiative, where viewers could show their support for TV shows that are at risk of being cancelled. Can we rally our consumers behind products that have developed a smaller, but more loyal, following? At last months PlayCon, Scott McCall, head of toys, seasonal, and celebrations at Walmart, admitted that the age of the retailer is over, and we have entered into the age of the consumer. An empowered consumer can be our friend. We are in the play business, not the toy business. While we recognize that there are many forms of play, we should also know that physical products will always have a place in a kids toy box. Children have an innate need to touch, feel, and manipulate physical objects, and that need goes well beyond touching and swiping screens. The toy industry has been delivering play longer than any other industry. Our understanding of what boys and girls want is better than anyone elses, and yet, perhaps we are behind the curve in the digital world.
the manipulative value of physical product have yet to be invented? We are still exploring the optimal way to harness the power of apps to support our businessand, while there is no secret formula, we should not give up on expanding what play can look like beyond the confines of traditional toys. In times of great change, no one knows the right answers, yet. The optimal behavior is to try a lot of things and see what works. Instead of dancing on the head of a pin, lets dance our way into the unknown with the fearless and playful sense of exploration and discovery. n
Can we leverage the unprecedented access to consumers and reduce our reliance on retailers who act as such stringent and, frankly, unsupportive gatekeepers?
The available avenues leading directly to consumers have never been more plentiful. What launch strategies that have
Nancy Zwiers is chief Funosopher and CEO of Funosophy, Inc., a leading brand-building and new brand invention firm. For more information on company research or consulting services, call (562) 243-2909 or email nancy@funosophy.com.
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Tips for Minimizing the Growing Costs of Compliance with New CPSC Testing and Certification Rules
by Quin D. Dodd, Esq., principal, Law Offices of Quin D. Dodd LLC he last major regulation stemming from the landmark Consumer Product Safety Improvement Act (CPSIA) came into effect on February 8. The Testing and Certification Rulealso known as 1107 Rulerequires that all toy and other childrens product certifiers, including importersof-record and U.S. manufacturers, must undertake and document that those products were not only third-party tested and certified, but that they were also subjected to either a periodic (third-party lab) and/or production (in-house) testing plan. In addition, any certification sample failures or material changes in the product must be monitored and appropriately responded to, and the certifier must institute policies and employee training to preventand report to the Consumer Products Safety Commission (CPSC)any attempts to exercise undue influence over third-party labs. As burdensome as these new requirements may be, they are only one part of the growing web of federal, state, and international toy regulations, especially new and emerging chemical safety state laws. Here are some general tips to maximize compliance while minimizing costs:
The Last Shoe to Drop
coupled with the growing number of state laws requiring reporting, warning, or eliminating lead and other heavy metals in childrens products, means that heavy metals removal and testing should be job No. 1. On this front, there is a bit of recent good news: this February, the CPSC approved the use of High-Definition X-Ray Fluorescence (HDXRF) instruments for the measurement of lead in the substrate materials of toys and other childrens products for the first time. This comes on the heels of the agencys 2011 approval of HDXRF for lead paint testing, making these instruments the only viable lead paint and substrate alternative to traditional wet chemistry testing, which requires elaborate equipment, lab conditions, and sample destruction. HDXRF can also be used to screen and measure for other heavy metals, making it a recommended part of any toy testing program.
Use the Component Part Testing (1109) Rule

This rule allows U.S. importers and retailers to effectively push much of the testing and certification burden imposed by the 1107 Rule to their (typically overseas) suppliers, as long as they do so while exercising due care that the supplier did what they were supposed to do. This will not only save on testing and administrative costs, but, if done correctly, it can also help protect U.S. importers and retailers from possible civil fines for standards violations that occur. It is possible to comply with the new federal and state product safety laws and regulations while managing to stay in business. Instituting an informed and risk-based testing and compliance program is the first step. I Quin Dodd is an independent attorney practicing exclusively in the area of federal, state, and international product safety law and compliance. From 2005 to 2008, he served as counsel and chief-of-staff to former Acting Chairman of the CPSC, Nancy A. Nord. He can be reached at: quin@quindoddlaw.com.
Ignore Periodic TestingDo Production Testing

The 1107 Rule theoretically requires periodic (lab) testing at least once a year during product manufacture, but allows that to extend every two years if a company also undertakes in-house (production) testing. Since products are typically not made continually for longer than two years, and since in-house testing is much cheaper, work to develop or expand your inhouse (factory) testing capabilities for the F963 regulation, lead, and as many other applicable CPSC standards as possible.
Develop an Effective Lead and Metals Testing Program

Half of all CPSC holds of toys and other childrens products at U.S. ports-of-entry are due to lead violations. This,
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Whats
new
Mic-O-Mic Can Build It

With Mic-o-mic, kids can build and rebuild a friendly world of colors and shapes. Designed by International Playthings LLC, these fun construction kits range from beginner and intermediate up to advanced levels. Kids can choose from Small Chopper, Medium Sports Car, and Large Tow Truck styles.
iHome and Disney Join Forces

Kid-Safe Headphones from iHome and Disney are the perfect combination of iHomes technological savvy and the adored animation of Disney. The new headphones are available in Minnie Mouse fashion with a pretty-in-pink bow on top, a Lightning McQueenapproved Cars version, and a Cinderella style for little princesses. The headphones are kid-safe and feature a built-in volume limiter that protects little ears.
Bring Dolly Along for the Ride

From SCS Direct, the Ride Along Dolly bicycle seat comes in bright pink or purple with fun, girl-themed decals. It attaches easily to any bicycle and includes pinwheel and bow handlebar streamers, a customizable name plate, and a bike basket with motion-activated lights.
Innex Brings Retro Fun

Innex Inc. is launching its Super Retro Console and Adapter by Retro-bit, which allows kids to play old-school games for Nintendo, Super Nintendo, Genesis, and Game Boy Advance without having to be physically transported back to the 20th century. The Super Retro Trio is equipped with three cartridge slots, six controller ports, two 16-bit game controllers, an S-video connection, an AC adapter, and an AV cable.
Thats How Weerol

Inspired by modern design and functionality, Weerol by Weefab is a modern, bent-ply kit that quickly and safely assembles up to five modular toys. Weerol was created for children ages 18 months to six years and is a modern, customizable, reconfigurable, active toy platform that evolves with children as they grow and adapt new play styles. From first steps to motor skills and role play, Weerol is along for the ride. Constructed from renewable sources and non-toxic, water-based adhesives and paints, Weerol has a low impact on the environment and promotes a healthy, safe environment for kids as well.
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How Transmedia Builds Fan Culture for Entertainment Brands

by Ted Mininni, president, Design Force Inc.
arketers are discussing the merits of transmedia for brands these days as though it was something new. It isnt. In fact, entertainment brands such as Marvel and DC Comics have used transmedia with great success for a long time.
Defining Transmedia
Transmedia is all about storytelling, according to Henry Jenkins, provosts professor of communication, journalism, and cinematic arts at the University of Southern California. Storytelling has always been an important aspect of brand building because it forms emotional connections with consumers. Jenkins, a longtime observer of media and popular culture, says, Transmedia storytelling represents a process in which integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story. This is quite different from offering the same content to fans on various media platforms, which is defined as cross-media storytelling, not transmedia storytelling.
Using Transmedia in Brand Marketing

Since fans are turning to many communication platforms to consume their favorite entertainment, its important for brands to tell stories where their audiences are. It maintains visibility, freshness, and relevance. Entertainment properties and transmedia were made for each other. Digital and traditional platforms can be used to provide insight and give glimpses and backstory information about favorite pop culture heroes. Fans are looking for new angles, clues, and tantalizing tidbits that move their understanding of complex characters and universes forward. Transmedia enriches and deepens the customer experiencethe first goal of brand marketers. DC Comics expertly uses its comic books to lay the groundwork for new Batman and Superman stories ahead of the re-
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lease of new films by its parent company, Warner Bros. New glimpses into these heroes and additional background gives fans a richer experience when they view the latest movies. It not only deepens their understanding, but also serves to create stronger emotional bonds for fans who share information with likeminded friends. In essence, this approach also helps to market new film releases in an additional thrust beyond the expected promos and movie trailers. Popular heroic figures from television programs, digital games, and movies are also perfect for transmedia storytelling. Content is gradually disseminated on various platformsincluding YouTube, social media sites, digital games, separate microsites, and live eventsto create buzz and build anticipation. Theyre naturally geared toward fans sharing with other fans, even prompting creation of their own user-generated social media about favorite entertainment properties. Taking this approach created the biggest movie blockbuster in recent history with The Avengers, leading to a global gross of more than $1 billion in a little more than two weeks. A longterm strategy was put into place and gradually unfolded. Movies about each of the individual superheroes featured in The Avengers were released over a span of several years. Marvels parent company, Disney, published chapter books for kids to fill them in on the superheroes backstories. An animated series based on The Avengers brought the characters personalities and stories forward with the same feel as the films. Marvel worked with its video game licensees to bring The Avengers heroes back to prominence. All of these threads were artfully woven into the feature film that brought the superheroes together. Release in foreign markets first, rather than the U.S., helped whet fans appetites as the blogosphere came alive with millions of positive posts and comments. Marvels approach lays out a blueprint for entertainment brand owners to follow. Comic books have long been populated by crossover from various superheroes; why couldnt that be replicated on film? Why couldnt multiple delivery channels be
MAY/JUNE 2013
flexible enough to accommodate the ongoing saga of the entertainment property. Its important to let the consumer be in control of the experience and carry the elements of the propertys story across multiple channels; it only whets fans appetites for more. That doesnt only apply to the channels in which they access information and share it. Part of the experience should also include feedback and conversations with brand owners so they can see how their transmedia strategies are influencing fans. Tapping into them one-on-one provides them with insight that can be used to shape the story as it progresses. In essence, property owners and fans must take the journey together. Entertainment properties, like all Licensed Consumer Prodbrands, are now firmly in the business ucts: Another Powerful of content creation across traditional Transmedia Opportunity and digital platforms. Consumer prodMaking new aspects of the story uct brands engage in this, but enteravailable in licensed consumer prodtainment properties afford even richer, ucts and product packaging presents deeper storytelling opportunities beanother exciting opportunity for encause their characters stories are so tertainment properties. Think of what emotive. Fantasy is a powerful and can be done with QR codes on apcompelling factor. Immersive uniWarner Bros. utilized transmedia opportunities parel labels, hangtags, and product verses exist around entertainment in the rollout of The Dark Knight Rises packaging, or how clues or glimpses properties mythologies. Using transabout new storylines concerning the entertainment property media and integrating it into the many channels at their dismight appear in brand communication or visuals on licensed posal enables marketers to fully engage fansto turn them into product packaging. How about invitations to a microsite for superfans. It also makes entertainment properties on-demand fans to get more information about their favorite superhero? 24/7 in many formats. Transmedia makes it possible to fully What about a special, embedded code that unlocks hidden optimize each channel and bring brand marketing into the new clues in a digital game? The possibilities are endless. It keeps age of consumerism. Thus far, were seeing merely a glimpse into the many tanthe rapt attention of enthralled fans from being diverted to all talizing possibilities. I of the other entertainment possibilities available. Nonetheless, this doesnt just happen. A strategy has to be put into place. It has to be planned and shared with the liTed Mininni is president of Design Force, Inc., a leading packcensees so they can become true partners in delivering transmedia content. Its advisable to put a licensing program style age and licensing program design consultancy for the consumer guide together to give licensees the support they need to cre- product and entertainment industries. He can be reached at (856) ate licensed products and execute packaging that become ad- 810-2277. Mininni blogs about package and licensing program ditional transmedia platforms. The style guide must be design at www.designforceinc.com.
leveraged to tell bits and pieces of the superheroes stories? Why shouldnt it be planned, strategized, and patiently unfolded over a period of time? Characters, plot lines, and their worlds are increasingly complex; so, immersing fans in bits and pieces of the story keeps them hungry for more. Since one fan is unlikely to have every piece of a carefully crafted and planned story, they naturally gravitate to friends who share their passion so they can exchange notes, fill in the gaps, and try to see the entire picture, even as it is changing and being augmented by new information. This gives birth to a fan culture that is increasingly engaged, zealous, and emotionally invested in a favorite property.
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Raising
the bar
e s T o o y h s W Are Whose?
Its not fair
The former employee, Carter Bryant, had worked in Mattels Barbie Collectibles department designing for more expensive Barbie dolls (for display, not for play). While at Mattel, Bryant went to Mattel competitor MGA Entertainment, with preliminary sketches for the bratty-looking new dolls and a dummy that was made by using a Mattel dolls head, a Barbie body, and Ken (another Mattel doll) boots. As a consultant for MGA (while still working at Mattel), Bryant worked on a sculpt for the new dollthe first of the Bratz line. Bryant didnt tell Mattel. Soon MGAs new dollsCloe, Yasmin, Sasha, and Jade (originally Zoe, Lupe, Hallidae, and Jade in early sketches) moved in on the doll playground to challenge Barbie and her crowd. When Mattel found out, it sued Bryant, claiming that under his employment agreement, Mattel owned his work, including his ideas (even those created during non-working hours) while he worked at Mattel.
by Howard N. Aronson
spionage, illegal deals, an agent defecting, assumed names, theft of sensitive documents, stolen body parts, spies in disguise, copying secret drawings, payments of hundreds of millions of dollars: an international spy network? Noclaims in a legal thriller about Barbie and Bratz dolls. Mattel and MGA Entertainment have been fighting since 2004 about who stole the Bratz dolls from whom. For now, the dispute has ended. A U.S. Court of Appeals has affirmed in part a trial verdict of almost $150 million in legal fees to MGA, but the Court also threw out more than $150 million in damages that the trial court had awarded to MGA for the theft of trade secrets by Mattel.
They started it
The fight began in 2000 when Mattel sued its former employee for defecting to its competitor, MGA, and taking with him drawings of a new line of dolls that looked, well, bratty. Unlike the relatively demure Barbie, the urban, multiethnic, and trendy Bratz dolls have attitude, wrote the appellate judge in a 2010 appeal. When the Bratz dolls came out in 2001, they threatened Barbies popularity. As the appeals court told the story, Barbie was the unrivaled queen of the fashion doll market throughout the latter half of the 20th century. But 2001 saw the introduction of Bratz, The Girls with a Passion for Fashion! This spunk struck a chord, and Bratz became an overnight success. Mattel, which produces Barbie, didnt relish the competition. And it was particularly unhappy when it learned that the man behind Bratz was its own former employee
Its my doll
So who owned the Bratz dolls, anyway? In 2008, a jury decided that Mattel owned Bryants drawings and ideas because Bryant had created them while he was employed by Mattel. The jury also found that the Bratz drawings and sculpt, which had been found to be Mattels intellectual property, infringed Mattels copyright in the drawings. That was because the jury found that the Bratz dolls were substantially similar to at least some of Bryants drawings. The lower court judge had instructed the jury that some features of the Bratz drawings and
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sculpt couldnt be protected by copyright because they werent original, they were common to almost all dolls: The resemblance or similarity to human form The mere presence of hair, heads, two eyes, eyebrows, lips, nose, chin, mouth, and other features that track human anatomy Human clothes, shoes, and accessories Age, race, ethnicity, and urban or rural appearances Common anatomical features relative to others (doll nose and relatively thin, small bodies) On the other hand, the lower court instructed the jury that some features of the Bratz drawings and sculpt were original enough to be protected by copyright: Particularized, synergistic compilation, and expression of the human form and anatomy that expresses a unique style and conveys a distinct look or attitude Particularized expression of the dolls head, lips, eyes, eyebrows, eye features, nose, chin, hair style, and breasts, including the accentuation or exaggeration of certain anatomical features relative to others (doll lips, eyes, eyebrows, and Bratz doll eye features) and de-emphasis of certain anatomical features relative to others (doll nose and thin, small doll bodies) Particularized, non-functional doll clothes, doll shoes, and doll accessories that express aggressive, contemporary, youthful style. Following these instructions, the jury found MGA liable for infringing Mattels copyrights, and concluded that Bryant thought of the Bratz and Jade names while employed by Mattel. Mattel sought more than $1 billion, and in 2008, the jury awarded Mattel only $10 million.
over all the Bratz trademarks to Mattel, prohibiting MGA from marketing any Bratz-branded products, including Bratz dolls. The court also prohibited MGA from producing or marketing Bratz female fashion dolls, and any dolls substantially similar to Mattels copyrighted Bratz dolls. MGA had been kicked out of the Bratz playground.
What did the employment agreement cover?

When MGA appealed, the court wasnt so sure that Mattel really did own the Bratz dolls. In 2010, the Court of Appeals, reviewing the 2008 verdict and the lower courts rulings, held that the jury itselfand not the trial judgeshould have decided whether or not the employment agreement between Mattel and Bryant covered only what he created during work hours. The Court further found that although the employment agreement between Mattel and its employee could be interpreted to cover ideas the text doesnt compel that reading. If the jury had decided differently on these issues, it would have meant finding that Mattel didnt own Bryants off-duty creations after all. The appeals court Barbie doll also decided that Mattel couldnt own all the Bratz trademarks, because MGA had contributed to the development of the brand, beyond what Bryant originally brought to MGA.
Were the dolls substantially similar to the drawings?

To prove copyright infringement, Mattel had to show three things: that it owned copyrights in the sketches and sculpt; that MGA had access to the sketches and sculpt (which MGA did); and that the MGA dolls are substantially similar to the sketches and sculpt. Rejecting the lower courts instructions about what features of the Bratz drawings and sculpt were protectable, the Court of Appeals said, MGAs Bratz dolls cant be
Mattel wins round one, gets to keep Bratz

After the 2008 verdict, a California district court handed
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considered substantially similar to Bryants preliminary sketches simply because the dolls and sketches depict young, stylish girls with big heads and an attitude, and producing small plastic dolls that resemble young females is a staple of the fashion doll market. To this basic concept, the Bratz dolls add exaggerated features, such as an oversized head and feet. But many fashion dolls have exaggerated featurestake the oversized heads of the Blythe dolls and My Scene Barbies as examples. Moreover, women have often been depicted with exaggerated proportions similar to those of the Bratz dollsfrom Betty Boop to characters in Japanese anime and Steve Madden ads. The concept of depicting a young, fashion-forward female with exaggerated features, including an oversized head and feet, is therefore unoriginal as well as an unprotectable idea. Mattel cant claim a monopoly over fashion dolls with a bratty look or attitude, or dolls sporting trendy clothingthese are all unprotectable ideas. This error was significant. Although substantial similarity was the appropriate standard, a finding of substantial similarity between two works cant be based on similarities in unprotectable elements. The appellate court reminded the lower court that copyright protects the expression of ideas, and not the ideas themselves.
needed to award attorney fees.
Youre both wrong...

As for MGA, the Court of Appeals has now instructed the lower court to dismiss MGAs trade secret counterclaim because the court shouldnt have considered the claim as related to Mattels trade secret claims. that Mattels employees stole MGA trade secrets by engaging in chicanery (such as masquerading as buyers) at toy fairs[t]hat both Mattel and MGA claimed they stole each others trade secrets that the same information may have shuttled back and forth between Mattel and MGA isnt a sufficient nexus Thus, MGA will not get the more than $150 million in damages on that claim, although MGA could try to bring that claim again.
From now on, play nicely

At this point, although Barbie and Bratz arent fighting, the partiesespecially Mattelhave come out bruised, leading the appeals court in its recent opinion to admonish both sides to take a lesson from their target demographic: play nice.
And next time

Toy manufacturers should seek to protect themselves from similar disputes by ensuring that their employees sign agreements at the time of hire that make it clear, for example, whether the company owns creative work related to the products of the employer carried out in non-working hours, separate and apart from non-compete provisions, when appropriate. In addition, when an employee leaves the company, the employer should remind the departing employee of the obligations of the agreement, which survive employment. I
MGA wins round two, gets to keep Bratz

In a second trial in 2011, the jury found that Mattel didnt own the copyrights in the Bratz sketches and sculpt, so Mattel lost its copyright claim. As a result, Mattel had to pay MGAs legal fees on the copyright and related claimsa total of $137,365,177because MGA had contributed to copyright law. The Court of Appeals, quoting the District Court, said, MGAs failure to vigorously defend against Mattels claims could have ushered in a new era of copyright litigation aimed not at promoting expression, but at stifling the competition upon which America thrives. After the second verdict and the award of attorney fees to MGA, it was Mattels turn to appeal to the Ninth Circuit. Mattel argued that because its copyright claim was objectively reasonable, and not frivolous or in bad faith, Mattel shouldnt have to pay the defendants fees. But in its 2013 decision, the Court of Appeals said that frivolousness and bad faith were no longer
Howard N. Aronson has provided legal counsel to toy industry companies for the past 30 years. He is the managing partner of Lackenbach Siegel LLP, an intellectual property law firm recognized for its nine decades of handling toy company issues. Contact Howard at haronson@LSLLP.com or (914) 723-4300.
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Industry
marketplace
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
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 Salesmans & Chain Store Guides 1-800-635-7654 www.forum123.com - Over 100 Titles Available
The Toy Book Volume 29, Number 3 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Publishing Group, Inc. Editorial and advertising offices are located at 307 Seventh Ave., Room 1601, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright 2013 Adventure Publishing Group, Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in U.S.A. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Publishing Group, Inc. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: The Toy Book, c/o Adventure Publishing Group, PO Box 47703 Plymouth, MN 55447. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.
BUSINESS DIRECTORIES
Our geographical areas of sales coverage and accounts include: NEW ENGLANDConnecticut North to Maine and Upstate N.Y. Accounts CVS Drug, BJs Whle Club, Bennys, TJ Maxx, I Party and CW Price. N.Y. METRON.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, Stevens Intl.,TRU Express and NY area Supermarket Chains. MID-LANTICPennsylvania, Wash D.C., Northern Virginia and Western Ohio. AccountsRite Aid Drug, Group Sales, Boscovs, Liss Bros, 5 Below and Big Lots. K mart USA // JC Penney Catalog // Universal Studios Orlando // Gordmans // Duckwall // Pamida // AAFES CANADAWalmart, 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.
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.
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ABC Kids Expo .............................................................................S45 ALEX .............................................................................................S17 Adventure Publishing Group .........................................................123 Adora..............................................................................................S13
Advertiser Index
Maisto.............................................................................................124 Neat-Oh! International .......................................................................7
Mindware .......................................................................................S55
American Enterprise Bank.............................................................S59 Benji Kinberg ...................................................................................93 Blue Orange Games .........................................................................S2 Delta Childrens Products .................................................................99 Daydream Toys ..............................................................................S51 Cloud B ............................................................................................S5 BERG Toys ....................................................................................S53 Bananagrams ..................................................................................S37
Omnicor .........................................................................................S57 Pom Tree ........................................................................................S39 Smart/Tangoes................................................................................S43 Speed Stacks ..................................................................................S35 Thames & Kosmos.........................................................................S27 The Orb Factory.............................................................................S50 Sakar International ...................................................................19, 105 Playtime Sales & Marketing ..........................................................120
Ollies Bargain Outlet ....................................................................120
Pacific Play Tents...........................................................................S31
Eastcolight......................................................................................S47 Fat Brain Toys................................................................................S21 Folkmanis .......................................................................................S11 Forum Publishing ...........................................................................120
The Toy Insider ..............................................................................S63 TOMY ............................................................................................2, 3 TUV Rheinland ..............................................................................S41 UL ..................................................................................................S33 Worx Toys ......................................................................................S58 Zing Toys .......................................................................................S19 Warner Bros. Consumer Products ..................................................103 University Games...............................................................................5 ToyFest West ..................................................................................S49
Funosophy ......................................................................................119 Kahootz Toys....................................................................................15 Kids Preferred ................................................................................S25 Lexibook...........................................................................................17 Interactive Toy Concepts..................................................................13
Griddly Games ...............................................................................S52
THE AD INDEX IS PUBLISHED AS A COURTESY. WHILE EVERY EFFORT IS MADE TO BE ACCURATE, LATE ADDITIONS AND CHANGES IN LAYOUT MAY RESULT IN ERRORS OR OMISSIONS.
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Flashback: May/June 1993

Ads from the Past
From copycat and trademark infringement warnings to western Cabbage Patch Kids and DoomSlayer Trolls, weve pulled some of our favorite ads from the May and June 1993 issues of The Toy Book.
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The Voice Reaching Both Trade and Consumers
CONTACT: JONATHAN SAMET OR LAURIE SCHACHT ADVENTURE PUBLISHING GROUP 307 7TH AVENUE, SUITE 1601 NEW YORK, NY 10001 TEL: 212-575-4510 FAX: 212-575-4521 WWW.ADVENTUREPUB.COM
Demolition Lab: Triple Blast Warehouse, from SMARTLAB TOYS, lets kids build unlimited warehouse structures and then demolish them with strategically placed blasters. With Demolition Lab: Breakdown Building, kids can construct a five-story building and then demolish it with the powerful quad-blaster, taking out four walls at once. Also available is the sky-high Mega Smokestack, which looks old and outdated. All three Demolition Lab products teach kids about energy, momentum, and gravity. The You-Build-It Headphones are light-up headphones that flash to the beat of kids music. Kids can build the customizable headphones and learn about electricity, sound, and technology, with no tools required. Thats Gross Science Lab features a motorized toilet bowl mixer with real flushing sounds and a lab book packed with 26 gross experiments, including Foaming Flush, Snot Slime, Potty Putty, and Stink Bubbles. All of these products are designed for kids ages 8 and up and will be available in the fall.
SmartLab Toys Gets Gross and Destructive
The Global Game Changers childrens brand, from PIXEL ENTERTAINMENT, was created in an effort to nurture a lifetime of giving back, by taking it beyond coat drives and planting flowers and making it personal with a simple equation: my talent + my heart = my superpower. The Make Me A Superhero activity kit engages children in becoming spirited philanthropists who can answer the question, Whats your favorite way to give back? The kit includes an illustrated hardcover storybook that tells the story of the GGC Alliance and their first three real-life recruits. Kids get a 26-inch long Ignite Good! Superhero Cape made of satin polyester with Velcro closure. The 52-page Superhero Activity Book features trading cards, puzzles, games, coloring pages, finger puppets, and more. The Mission Up! Card Game lets kids combine Talent Cards with Heart Cards to brainstorm creative ways to give back. Kids can also show their dedication to giving back with the green Ignite Good! GGC wristband.
Pixel Entertainment
BEGINAGAINs Animal Parade A to Z Puzzle is made from eco-friendly rubber wood with non-toxic, child-safe stains. This 26-piece puzzle features one animal for every letter. Uppercase on one side and lowercase on the other teaches alphabet letters while developing fine motor and problem-solving skills. The puzzle measures 18 inches long, 5 inches wide, and 1 inch deep.
BeginAgain Teaches Kids About Animals from A to Z
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Max Traxxx Glow in the Dark Racing System, from SKULLDUGGERY, features a new side by side Mega Loop. This new racing set includes 20 feet of glow-in-the-dark track, two Light Up Marble Racers, and the loop apparatus. This set works great by itself or as an add-on to other Max Traxxx products. Glow Racers are 1:64-scale racers that produce luminosity unlike any other glow product on the market. High concentrations of glow-in-the-dark materialfueled by a flashing, purple light-up marblegenerate a radiance that zooms through the dark. Utilize MaxTraxxx Glow in the Dark Racing System to reveal Skullduggerys Tracer Technology, a glowing luminescent trail streaking in the wake of each Glow Racer. The latest edition to the Marble Racer line, Marble Jet brings flashing fun to the wild blue yonder. Complete with crack-and-peel decals and wheels for racing on 1:64-scale racetracks, Marble Jet will provide daytime fun and nighttime thrills. Mood Racers are souped-up sports cars that race on 1:64-scale racetracks and change color depending on the temperature. Modeled after the 1970s fad, Mood Racers change color based on touch and temperature changes.
Skul ldu
gger y
With Stunt Derby Racers, from FABER-CASTELL/CREATIVITY FOR KIDS, kids ages 5 and up can customize six pull-back stunt cars and then race, jump, and crash them into the derby arena. The set includes six cars, stickers, markers, and accessories. Kids can also add ramps, grandstands, and a ring of fire using the stickers and cut-outs included. Girls ages 7 and up can turn shoelaces into a trendy purse with the I Love Laces Shoelace Purse. With no sewing required, girls can weave their way to a purse in no time. The complete set includes 68 feet of laces, a lacing loom, and more. Creepy Bugs Window Art includes everything kids ages 6 and up need to create three bug-filled petri dishes and creepy window clings. The glow-in-the-dark window paint will add a glowing effect to the creepy creatures. Kids ages 7 and up can create instant art with Tape-a-Doodle. With more than 90 yards of preprinted tape, kids can transform the spiral-bound doodle book with colorful markers and five tape runners featuring polka dots, peace signs, zebra stripes, smiley faces, and hearts. The journal includes 20 pages. Snap! Journal has more than 125 pieces, so kids ages 7 and up will have everything they need to capture doodles, dreams, pictures, poems, and keepsakes. The kit includes embellishments such as three rolls of Japanese-style washi tape, pearl and rhinestone accents, transparent pages, canvas and acetate stickers, markers, a tape runner, and keepsake envelopes. X-Treme Sticker Maker Set now includes glow-in-the-dark stickers. Kids ages 6 and up can use the superhero-, sports-, race car-, video game-, and space-themed stickers. The kit also includes a comic-style sticker book for play and display.
Faber-Castell/Creativity for Kids Laces Up Fun
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Cook it! My Very Own Chef Set, part of the Sprouts line from LEARNING RESOURCES, is a modern, six-piece set featuring soft, rubberized parts and easy-grip handles. The set includes a pan, strainer, pot, lid, slotted spoon, and serving spoon. Designed for kids ages 2 and up, the pieces stack for compact storage. Also new to the Sprouts line is the Picnic Set, Ring It Up! My Very Own Cash Register, and Fresh Picked Fruit & Veggie Tote. Kids grades kindergarten and up can stack, pattern, and match the multicolor shapes, with the Mental Blox Critical Thinking Game. The included 20 activity cards keep strategic thinking skills in good shape. Kids can recreate a hidden arrangement or listen to verbal instructions. The set of 20 plastic, chunky pieces feature four different shapes and three different attributes to challenge kids. Prep kids for kindergarten on-the-go with the ABC & 123 Electronic Flash Card. The portable, handheld game boosts alphabet and early number skills. Kids must match uppercase and lowercase letters, fill in the missing letter or digit in a sequence, and pair up number values. Sound effects provide helpful feedback. Also available is the Count & Color Electronic Flash Card. The Primary Science Plant & Grow Set includes an observation jar and rooting tray, encouraging little green thumbs. The pots are clear for observation, and the trowel is sized for little hands, making it easy to use for kids ages 3 and up.
Learning Resources Brings Fun to Kindergarten Prep
ith m s y To Kids can wear Flashbanz,
from TOYSMITH, on their wrists, attach them to backpacks, or snap the light-up bracelets together for extended possibilities. With an easy clasp, three light modes, and 16 hours of glow, Flashbanz are perfect for parties or night-time play. The Nightzone Football uses new Lightband technology to light up the game. Kids can switch on the super-bright Lightband and throw streaking spirals and blazing passes with no charging or accessories Nightzone Football needed. Artsee Studio transforms any iPad into an interactive art studio. With a multi-functional stylus, five interactive stamp tools, and an intuitive interface, kids of all ages can quickly turn a blank canvas into an explosion of color, sound, and movement. The free app is packed with games and activities that will educate and entertain. When playtime is over, the tools can be snapped into the protective case for storage.
SIONS,
ABC & 123 Electronic Flash Card
Flash Jet Fighter, from PLAY VIis a realistic, detailed modern jet fighter that charges in a few seconds. Flights last up to 45 seconds and the Jet Fighter will travel up to 500 feet. The model comes fully assembled and is made of durable foam to prevent breaking. Living Sands is a new moldable sand product. Kids can mold and squish the 100-percent organic sand compound. It is soft to the touch, water-soluble, and never dries out.
Play V isions
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Making necklaces with Loopdedoo, from ANN WILLIAMS GROUP, is super easy. Loopdedoo Necklace Links allow girls to create necklaces in sections, then mix, match, or twist them together with pretty new links. Girls can swap out the links, wear them short, or combine them for longer lengths. This kit includes materials for making six interchangeable necklaces. The Loopdedoo Bracelet Chains Kit allows kids to create thread-wrapped chain bracelets perfect for every girls friendship bracelet collection. They feature sophisticated sparkle, theyre a snap to make, and they simply clip on and off. This kit includes materials for making six chain bracelets. The Loopdedoo Headband Kit lets kids take advantage of the new headband fashion trend. Girls can design and make their own stretchy headbands in minutes. This kit includes materials for making six headbands. All kits are appropriate for kids ages 8 and up.
Ann Williams Makes Friendships Easy
BEAD BAZAARs hand-crafted, jumbosized pull toys are the perfect pet friend for kids ages 18 months and up. Allie the gator and Scotty the dog have segmented wood bodies connected by rubbery fabric and come with their own ribbon collar and nametag. They wiggle happily as they are pulled and played with. Their rubber-rimmed wheels allow for smooth pulling without scratching floors. Allie and Scotty encourage toddlers to walk and run. Pull toys boost coordination, balance, physical strength, and play an important roll in contributing to a childs development of fine motor skills and imagination. Scotty the dog The Rainbow Knitting Kit provides hours of creative fun. Kids can use the colorful, soft bundles of yarn to create a long, fluffy scarf with bead embellishments. Kids can spool knit a pretty flower to decorate a knitted purse and add a button closure. Kids can knit their own unique jewelry chain and add flowers and beads along the way. Knitting helps to improve manual dexterity and develop a greater sense of confidence in the ability to create one-of-a-kind designs.
Bea d
Baz a
ar
Playdin
Zip-Itz, from PLAYDIN, are magical plush creatures that came to life after a mysterious machinery malfunction at the Zany Zipper Factory. Adorned with rainbow-teeth zippers that open to reveal secret pockets, Zip-Itz can hide all kinds of treasures. Each creature has a unique personality, fabric pattern, design, and story. Kids can create their own virtual ZipItz and play in the Zany World of Zip-Itz at zip-itz.com. Cotton Candy Cutesies are sweet plush characters with wispy, cotton candy-like hair. Each Cutesie has a distinct personality based on its flavor, including rainbow cookie, orange cream soda, bubblegum, and hot cinnamon.
Cotton Candy Cutesies
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American Greetings Properties

merican Greetings Properties (AGP) has new initiatives for its properties in the U.S. and abroad this year. The Care Bears, set high above the earth in the enchanted land of Care-a-Lot; Strawberry Shortcake, which recently introduced a new character, Huckleberry Pie; and Holly Hobbie, a brand with more than 40 years of heritage, serve as the cornerstone brands for AGP. Newer properties such as Boofle, a puppy made out of grandpas sweater; packages from Planet X, a comedy-filled mystery for boys ages 7 to 11; and The WotWots, a preschool property that focuses on a brother-andsister alien duo exploring their new surroundings on Earth, round out the AGP portfolio. Design Studio by American Greetings offers an extensive art library that contains illustrations, graphic design, photography, and editorial designed to help sell products at retail. Offering everyday, seasonal, and holiday designs that are relevant and on trend, Design Studio shows manufacturers how to use design in a way that is more about making a lifestyle connection than just licensing an appealing pattern or design. Design Studio also works with retailers looking for exclusive seasonal themes for privatelabel programs.
Sesame Workshop
esame Workshop continues its partnership with Hasbro. Products from Hasbros Playskool brand will feature a full range of Sesame Street characters. Fans can look forward to Big Hugs Elmo, which hugs kids back, and the Sesame Street Roads & Rails collection, which includes three vehicle-themed play sets featuring Elmo, Ernie, or Cookie Monster. Sesame Workshop has partnered with Qualcomm and created an app called Big Birds Words, available this year. This app will feature the first use of Qualcomm Vuforia augmented reality platforms text-recognition capability. Within the app, children are guided, via the use of a virtual wordoscope, to search for and find new words in their environment. This year marks the 30th anniversary of Big Bird in China, the iconic one-hour special that aired on CCTV in China and on NBC in the U.S. Sesame Workshop will celebrate with special events, a social media campaign, and online activity. Sesame Streets Big Bird Looks at the World, which is produced with Shanghai Media Groups Toonmax Media, will continue to air. Through the lens of scientific investigation, children are encouraged to ask questions, make observations, and form conclusions in this 100-percent locally produced TV series. A new indoor themed ride, Sesame Street Spaghetti Space Chase, debuted at Universal Studios Singapore. Guests onboard this high-flying adventure will find themselves fully immersed in fun surroundings, special effects, and their friends from Sesame Street.
Planet X
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Zodiak Rights
M
Spin Master
pin Master Ltd., one of the leading childrens toy and entertainment companies, will have a booth at this years Licensing Expo, the first time in Spin Masters 19-year history. The Spin Master booth will feature opportunities for licensing initiatives with Air Hogs, Kawaii Crush, Spy Gear, and Tech Deck. Spin Master has a roster of brands that progress beyond the toy aisle, which will have natural extensions into full-scale licensing programs. With these additional opportunities it will build long-term sustainable franchises that children will continue to know and love for decades and beyond.
ore than 40 licensees around the world have signed on for Zodiak Kids Tickety Toc licensing program. Products will launch in key markets, including the UK, the U.S., Canada, and Australia across key categories, including toys, publishing, DVD, and apparel. In the UK, master toy partner Vivid Imaginations will launch a range of toys in July, while master publishing partner Igloo Books will release titles this month. Apparel (Blues/Cooneen & Miserli) and DVD (Anchor Bay) follow this fall. North American agents Established Brands (U.S.), and Studio Licensing (Canada) have appointed Just Play LLC as master toy partner. Initial toy lines will debut at retail this fall in the U.S. and Canada, as will publishing (Scholastic) and DVDs (Anchor Bay). Mega Brands has been signed for puzzles, Franco for bath and bedding, and Cupcake Digital for mobile apps. In Australia, Tickety Toc is represented by Fusion Licensing, which has secured a number of licensing partners, including Hunter Products as master toy licensee. Tickety Toc product will be available at retail in Australia this fall. The official Tickety Toc website, www.ticketytoc.com, launched in May. Designed for mobile, desktop, or tablet, the website will feature games and competitions, as well as a product section with direct retail links.
Tickety Toc
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Evolution
s the exclusive consumer products agency for Rubicon Group Holdings (RGH) Entertainments portfolio of intellectual properties throughout the global marketplace, Evolution is in development on new licensing programs for Monster In My Pocket, a popular brand of collectible monsters for boys, supported by a soon-to-be-named master toy partner, digital apps and games, and an animated TV series, which will debut next fall. Life and Adventures of Santa Claus, a new 3-D, CGI-animated theatrical feature film slated for release next holiday season, will be supported with licensed products in apparel, toys, publishing, and seasonal. Legends of Oz, Dorothys Return, from Summertime Entertainment, is based on the original book series written by Roger Stanton Baum, the great grandson of Oz franchise creator L. Frank Baum. This 3D, CGI-animated family feature film picks up where the 1939 film left off and is slated for theatrical release Legends of Oz next year, along with a movie soundtrack by Sony Music and the DVD/Blu Ray release from 20th Century Fox Home Entertainment. Evolution is managing the licensing and retail program for the brand, encompassing licensed merchandise, packaged goods, console and handheld video games, virtual worlds, social games, casual games, iPhone and iPad apps, and other mobile experiences for launch concurrent with the theatrical release of the film.
Entertainment One
ntertainment One (eOne) will present global opportunities for its portfolio of childrens properties, including Peppa Pig, Ben and Hollys Little Kingdom, Humf, Justin and the Knights of Valour, and Janet and John, at the Licensing International Expo. Peppa Pig has expanded into international markets by securing strong broadcast partners and licensing agents in key regions where the show achieves high ratings. The past 18 months have seen Peppa-licensed merchandise launch in the U.S., Australia, Spain, Portugal, Italy, CEE, Russia, Scandinavia, and Greece, with retail launches poised this year for Asia, Benelux, New Zealand, and Canada. There are plans for licensed merchandise in Latin America next year. The U.S. licensing program for Peppa Pig follows a nationwide exclusive with Toys R Us last year, when the brands first line of toys, books, and DVDs debuted at retail. Fisher-Price will debut new items in the toy range this year. Ben and Hollys Little Kingdom merchandise will launch in Spain this year, where toys and publishing will kick-start the licensing program. Broadcasters Clan (Spain) and RAI (Italy) have signed on for the second series, and Eurodata TV figures recently placed the show as the fourth most-watched program in Germany on KiKA for kids ages 3 to 13. In the UK, the property has 36 licensees and has extended into live and digital events with last years launch of its first live stage show and app. eOne is debuting a new look for the product range, with a refreshed color palette and logo on packaging.
Peppa Pig
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HIT Entertainment
his September, Hit Entertainment will debut the latest Thomas & Friends direct-to-DVD, featurelength movie, King of the Railway (Lionsgate Home Entertainment). Movie-inspired toys from Fisher-Price will be available across three different train systems for the first time. Partners, including Mega Brands, Ravensburger, Random House, and Egmont, will create more than 65 tie-in King of the Railway-themed products across books, games, engines, play sets, apparel, bedding, and accessories. A King of the Railway-inspired app and a dedicated microsite with new games and character reveals will extend the brand experience to digital and social media. Mike the Knight launches in the key categories of toys, publishing, and home entertainment this year. Fisher-Price rolled out Mike the Knight toys globally starting this spring. The first Mike the Knight home entertainment title, Knight in Training, hits U.S. retailers in June. A new Mike the Knight Mike the Knight game app will also be released in June. Global publishing partner Simon & Schuster will launch Mike books at nearly all major retailers in the U.S. and the UK. In the U.S., Mike the Knight continues its consumer products launch with new categories including party goods, puzzles, costumes, and a full apparel and accessories line. Fireman Sam rolls out new CGI episodes, and a feature-length special has been greenlit. Master toy licensee Character Options continues to roll out a range of toys internationally, including play sets, vehicles, and figurines. To commemorate more than 25 years of sharing, caring, imagining, and learning, Hit is launching the Barney 25 Million Hugs campaign (www.ShareBarneyHugs.com). The campaign will also support the launch of a new Barney toy line from Character Options at Toys R Us in the U.S. this fall. The line includes figures, play sets, and plush.
Pretty Ugly LLC
retty Ugly LLC has licensed Uglydoll to Kanga games for the Uglydoll Card Game. The game is sold in China, Taiwan, Hong Kong, and the Philippines. Players ages 6 and up turn over cards until there are three matching Uglydolls. Players must race to grab a match before all the cards are snatched. The player with the most cards wins. Universal Partnerships & Licensing will expand the digital category of the Uglydoll world, or Uglyverse, by launching interactive and wireless content, such as apps, games, widgets, and virtual goods. A feature film based on the Uglydoll characters is in development at Illumination Entertainment. The film will be produced by Christopher Meledandri and distributed worldwide by Universal. Boldface Group Inc., a celebrity beauty licensing company founded by beauty industry veterans focused on celebrity and designer brands for opportunities in the beauty, home care, and fragrance markets, has entered into a licensing agreement with Pretty Ugly to expand the category of beauty and personal care products. Boldface will create a range of products and accessories that will speak to the personality of the Uglydoll brand and its followers. Products will include bath, soap, shower, body care, lip balms, fragrance, and bath accessories.
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Vol. 29, No.

Licensing Expo 2013

Volume 29, Number 3 www.toybook.com

The Ultimate Tablet Playbook for Kids

Digital Gaming Brands and Toys

Toy Licenses Are Double-Edged Swords

Toys and TV: Superman

The Big Toy Book: Baby Palooza

Dancing on the Head of a Pin?

The Last Shoe to Drop

5 Questions with Kahootz

How Transmedia Builds Fan Culture for Entertainment Brands

Property Profile: Despicable Me 2

Licensing Expo 2013 Page 98

Raising the Bar

Inside the Mind of a Specialty Buyer

Chatting with the Page S6 Industry Kickstarting Your Business Page S8

U.S. Corporate Headquarters Laurie Schacht, President laurieschacht@aol.com

Flashback: May/June 1993

Small Business Tips

Member, International Toy Magazine Association

June in Nashville, Las Vegas,

6 THE TOY BOOK

FURBY ASST. (HOT)

MOSHI MONSTERS MOSHLING FIGURES LEGO MINIFIGURES LEAPPAD EXPLORER TABLET

VIVID IMAGINATIONS LEAPFROG

MONSUNO STARTER PACK 1 CORE MONSTER HIGH FAVORITES

MATTEL MATTEL MATTEL MATTEL MATTEL

LEAPFROG MATTEL VTECH

Source: The NPD Group/Retail Tracking Service

MONSTER HIGH DOLL PARTY DRESS

Source: The NPD Group/Retail Tracking Service

Top Toy Properties* Across Europe in 2012

Hello Kitty & Friends Disney/Pixar Cars Spider-Man Lego City

Monster High Mickey & Friends Barbie Nancy Playmobil

Mickey & Friends Disney Princess Hot Wheels Cicciobello

Disney/Pixar Cars Spider-Man Star Wars Nenuco

Source: The NPD Group/Retail Tracking Service

*a property includes brand and licensed product sales

Hello Kitty & Friends

8 THE TOY BOOK

Toy Industry Association

Something for Everyone

Save the Date!

THE TOY BOOK 9

TCG PARTNERS PEPPA PIG

PROPEL EQUITY PARTNERS ACQUIRES ALEX TOYS

CPSC REQUIREMENTS COULD ADD $18.7 MILLION BURDEN ON INDUSTRY

WWE, THE BRIDGE UNVEIL NEW CONSTRUCTION LINE

10 THE TOY BOOK

THE TOY BOOK 11

Sparks Sales Opportunities

Let Me Help You

12 THE TOY BOOK

14 THE TOY BOOK

THE TOY BOOK 15

THE ULTIMATE TABLET PLAYBOOK o FOR KIDs o x

16 THE TOY BOOK

18 THE TOY BOOK

20 THE TOY BOOK

THE TOY BOOK 21

Digital Gaming Brands and Toys