toys & family entertainment, january 2010

© 2010 The Hershey Company.The HERSHEY’S, KISSES wrapped conical configuration and plume device, BUBBLE YUM, and JOLLY RANCHER trademarks and trade dress are used under license, Jazwares, Inc., Licensee.

555 Sawgrass Corporate Parkway Sunrise, FL 33325954.845.0800 • www.jazwares.com

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Table of Contents

January 2010Volume 5, No. 2

features22 Basic Fun Relaunches Koosh

by Nancy Lombardi

24 The Transformation of an Icon: FromRuss Berrie to Kid Brands, Inc.by Laurie Leahey

26 Helping Kids Aspire to Sports Stardomby Chris Adams

28 Sports Toys: Product Presentationby Chris Adams

30 Toy Fair 2010 Previewcompiled by Laurie Leahey and Paul Narula

34 Specialty Emporium: Think-a-Lot Toysby Paul Narula

4 Observations & Opinions

6 Sizzlers

8 Specialty Sizzlers

10 The Ticker

12 Entertainment Marketplace:

Dr. Seuss

14 Merchandise Makers:

Jazwares

16 Industry Forum:

TIA

18 Industry Forum:

ASTRA

20 Industry Forum:

Design Edge

36 You’re Hired

38 Calendar of Events

on this page(left to right): Fisher-Price’sTornado Tee Golf, Jazwares’Bubble Yum Camera,PlaSmart’s Yummy Dough,Manhattan Toy’s Cat in theHat Stacker, and InternationalPlaythings’ Big Fat Foam Bat

on the coverBasic Fun will relaunch theKoosh brand for a newgeneration.

COVER BY DESIGN EDGE

departments

New Year, New Beginning

4 TOYS & FAMILY ENTERTAINMENT JANUARY 2010

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PUBLISHED BY ANB MEDIA • Volume 5, Number 2

PUBLISHER BOB [email protected]

ASSOCIATE PUBLISHER ANDY [email protected]

ADVERTISING MANAGER AMY [email protected]

CONTROLLER MARY [email protected]

EDITOR IN CHIEF JIM [email protected]

EDITORIAL DIRECTOR NANCY [email protected]

MANAGING EDITOR CHRIS [email protected]

EDITOR AT LARGE CHRISTOPHER [email protected]

ASSISTANT EDITORSLAURIE LEAHEY; [email protected] NARULA; [email protected]

WEB MASTER ERIK [email protected]

WEB CONTENT MANAGER BRENDAN [email protected]

CONTRIBUTORS

ADRIENNE APPELL; KATHLEEN MCHUGH;MATT NUCCIO, [email protected]

HONG KONG REPRESENTATIVE TONY LEESMART REGENT PRODUCTIONS LTD., 66–72 STANLEY STREET, ROOM 603,

KAI TAK COMMERCIAL BUILDING, CENTRAL HONG KONGPHONE: 2815 0166 • FAX: 2815 6911 • [email protected]

PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCHLITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030

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TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM are published monthly by aNb Media, Inc.Copyright 2010 aNb Media, Inc. All rights reserved. No part of this publication may be reproduced ortransmitted 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 the U.S.A. TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM are registered trade-marks of aNb Media, Inc. Opinions and comments expressed in this publication by editors, contribut-ing writers, or solicited or unsolicited documents are not necessarily those of management.

WWW.ANBMEDIA.COM

Acommon phrase uttered by so many at this time of year is, “Ican’t believe another year has come and gone.” I’ll join in thesentiment. However, I think everyone is happy to see 2009come to a close as it was one of the most challenging years,from an economic standpoint, that any of us has seen.

As of this writing, it is too early to declare how successful the holiday-sellingseason had been.As it is so often uttered these days, “it is what it is.” If you are likeme, you are tired of hearing that phrase. I think everyone is ready to move forwardand create opportunities for 2010 and beyond. Several toy manufacturers, andlicensors, are doing just that and implementing many new changes for this year.One of the biggest announcements to rattle the toy industry at the end of 2009

was Sesame Workshop and Mattel ending their long-standing relationship.Starting in 2011 Hasbro will be SesameWorkshop’s new strategic partner for pre-school product. Mattel created many great items during the partnership yet, as is

always the cycle in the industry, contracts expire and sometimes it’stime for both parties to get a fresh start with other partners. The prod-uct line for Sesame Street will now be looked at through different eyes.Mattel’s Fisher-Price is receiving a fresh start as well in its new

relationship with HIT Entertainment’s Thomas & Friends brand.Another new partner for the Thomas brand is MEGA Brands. We sawthese lines and they look great.Mattel also begins a new relationship this year withWorldWrestling

Entertainment (WWE). Jakks Pacific, the longtime partner of the WWE, has nowpartnered with Ultimate Fighting Championship (UFC) as well as Total Non StopAction (TNA) to produce figures and related accessories for the respective brands.So much happened during 2009, which will position so many in a positive

light for 2010. Here is a recap in case you missed some of the news. It wasannounced earlier this year that LEGO partnered with Cartoon Network’s Ben10. Bionicle-inspired figures are expected to be on shelf this month. Disneymade a very bold purchase of Marvel Entertainment as the summer of 2009 cameto a close. Toys “R” Us acquired eToys, KB’s name, and FAO Schwarz. Sears re-entered the toy business. HIT Entertainment created a film division. Hasbro andDiscovery created a partnership, which is still unfolding. Sesame Street celebrat-ed its 40th anniversary, while Barbie celebrated five decades of fabulous.aNb Media received an early sneek peek of product in Dallas as well as in Los

Angeles last October. In addition, we have staff who are meeting with manufac-turers in the U.S. and in Hong Kong before Toy Fair even begins. From what wehave seen, 2010 looks like a promising time to turn the economic tide.

BY BOB GLASER

Get into the Fun!™

© 2009 Hit Entertainment Limited and Keith Chapman.© 2009 Gullane (Thomas) Limited

© 1976, 2010 SANRIO CO., LTD.

© copyright 2009 Viacom Inc

© 2009 Lyons Partnership, L.P.

TM

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Here is an alphabetical listing of the hottest-selling items in the toy industry, based on

a combined survey of both offline and online retailers, reflecting the previous month’s sales.

Sizzlers: What’s Moving Off Store Shelves? What Are the Hottest Web Orders?

AIR HOGS LASER ZERO GRAVITY

Spin Master

BAKUGAN 7 IN 1 FIGURE ASSORTMENT

Spin Master

BARBIE FASHIONISTA

DOLL ASSORTMENT

Mattel

BIG BUCK HUNTER

PRO PLUG ’N PLAY

Jakks Pacific

DISNEY’S THE PRINCESS & THE FROG:JUST ONE KISS PRINCESS TIANA DOLL

Mattel

EYECLOPS NIGHT VISION INFRARED

STEALTH BINOCULARS

Jakks Pacific

FURREAL FRIENDS LULU

MY CUDDLIN’ KITTY

Hasbro

LEGO STAR WARS ASSORTMENT

LEGO

LIV DOLL ASSORTMENT

Spin Master

MATCHBOX ROCKY THE ROBOT TRUCK

Mattel

MINDFLEX

Mattel

MOXIE ART-TITUDE DOLL ASSORTMENT

MGA Entertainment

NERF N-FORCE THUNDER

FURY SWORD ASSORTMENT

Hasbro

NERF N-STRIKE RAIDER

Hasbro

UNO MOO

Mattel

ZHU ZHU PETS

Cepia

Uno Moo

Matchbox Rockythe Robot Truck

LuLu MyCuddlin’ Kitty

EyeClops

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Unleash the adventure!Imaginext® Dragon World Fortress™

In every little boy’s imagination, there are dragons

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boys can have it all in the Dragon World

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a cannon that fires, secret stairs that pop

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LZR45384_P3787_TFE_May_Ad.indd 1 4/7/09 5:54:21 PM


SPECIALTYSIZZ

LERS

Specialty Sizzlers: What’s Moving OffStore Shelves in the Specialty Market?

BANANAGRAMSBananagrams

CALICO CRITTERS ASSORTMENTInternational Playthings

DIGGIN’ DODGE TAGDiggin’ Active

GOBBLET GOBBLER GAMEBlue Orange Games

GROCERY CARTMelissa & Doug

MAGNA-TILESValtech

PINKALICIOUS DOLLMadame Alexander

SNAP CAPS: THE ORIGINALINTERCHANGEABLE BOTTLE

CAP NECKLACEM3 Girl Designs

SNUGGLE PODS SWEET PEAManhattan Toy

SPIFFY SPAAlex Toys

Bananagrams

SnugglePods Sweet Pea

This is an alphabetical listing of the hottest-selling items in the specialty segment of the toy industry,

based on a survey of independent toy and gift retailers, reflecting the previous month’s sales.

Calico Critters

Snap Caps

JAKKS TO LICENSE GIRL GOURMETJakks Pacific, Inc., announced that it has signed The Name Game licensing agency to represent Girl

Gourmet for an out-bound licensing program. The Name Game’s Holly Rawlinson is partnering withSharon Bennett of Bennett Branding to execute the program.

Jakks plans to extend its Girl Gourmet brand into a complete line of merchandise and brand exten-sions including publishing, interactive, apparel, bath and beauty, accessories, social expression, homedécor, food/confections, entertainment, and more.

MGA’S BRATZ TO REMAIN ON STORE SHELVESMGA Entertainment issued a statement in mid-December announcing that the U.S. Court of Appeals

for the Ninth Circuit has stayed the recall of MGAEntertainment’s Bratz line and all its associated prod-ucts. The statement says that retailers will be able to con-tinue selling the items.

“The court’s stay is good news for all Bratz’s fansand for anyone who cares about fair competition,” saidIsaac Larian, CEO of MGA in a statement. “It keepsBratz on the shelves, allows MGA to continue meetingconsumer demand for new Bratz products. It preventsMattel from taking control of the billion-dollar inter-national Bratz brand built by MGA while the courtmakes its final decision.”

Mattel had no comment on this latest ruling.Additionally there is no word on how this will affect thenew Bratz line in development by Mattel, which is sched-uled for release in 2010.

PLASMART ACQUIRES REEVE + JONESPlaSmart, Inc., has concluded a deal which will add

the Reeve + Jones products to its toy portfolio. Reeve+ Jones LLC has been providing original toys andclassics with a modern flair since 2004. The lineincludes items such as the Doorway Puppet Theaterand Splash Art, along with a child-inspired joke linecalled Jokes On You!

Both Alfred Reeve and Peter Jones will continue intheir creative roles of keeping the line fresh with classicinspired products, while PlaSmart, Inc., will provide thesales and distribution.

A Recap of Industry HeadlinesVisit www.aNbMedia.com for More


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GERMANY’S MERKEL LOVES FUZZY NATIONGerman Chancellor Angela Merkel posed with a Fuzzy Nation hand-

bag at the start of last year’s Nuremberg Toy Fair.Manhattan Toy announced inAugust that it’s the exclusive licensed man-

ufacturer and distibutor for Fuzzy Nation. The line, which was on display atFall Toy Preview, is indicative of the newdirection for Manhattan Toy under MikeKlein, newly appointed president and CEO.

While the company still offers high-quality baby products, Groovy Girls, tradi-tional plush, and hand puppets, ManhattanToy is also breaking into the teen and tweenmarket—and perhaps older—with linessuch as Fuzzy Nation and The KreechersKlub. The Kreechers are a line of whimsicalpillow characters, each with a distinct lookand personality—perfect in both a tweenbedroom or a hipster’s loft apartment.

Fuzzy Nation (www.fuzzynation.com)is the creation of Jennifer Liu. Her visionwas dog purses and wristlets with qualityand style that an adult woman wouldwant to use. The attention to detail makesone think Judith Leiber rather thanClaire’s Accessories kitsch.

German Chancellor AngelaMerkel posed with a Fuzzy

Nation handbag at the start oflast year’s Nuremberg Toy

Fair. The line is now licensedto Manhattan Toy. AP photo.

JANUARY 2010 TOYS & FAMILY ENTERTAINMENT 11

The Toy Industry Association (TIA) announced the finalistsfor the tenth annual Toy of the Year (TOTY) Awards. ACTIVITYTOY OF THE YEAR nominees comprise Harumika by BandaiAmerica, Musicolor by Delta Creative, TRIO by Fisher-Price,Girl Gourmet Sweets Candy Jewel by Jakks Pacific, ChixosDesign a Luxury Loft by Spin Master, and Crayon Town byWild Planet Entertainment.BOY TOY OF THE YEAR nominees are

Nerf N-Strike Raider Rapid Fire CS-35by Hasbro, Transformers ConstructiconDevastator by Hasbro, Duck Hunter byInteractive Toy Concepts, EyeClopsNight Vision 2.0 by Jakks Pacific,Matchbox Rocky the Robot Truck byMattel, Bakugan 7-in-1 MaxusDragonoid by Spin Master, and LaserZero Gravity by Spin Master.EDUCATIONAL TOY OF THE YEAR nomi-

nees include Desert Biodomeby DuneCraft, MythbustersWeird Water World by Elmer’sProducts, Tag Junior Book Pad by LeapFrog, Super WHY!Touch & Learn Super Duper Computer by Learning CurveBrands, Mindstorms NXT 2.0 by LEGO Systems, SmartGlobe 3by Oregon Scientific, and Zippity by LeapFrog.Nominees for ELECTRONIC ENTERTAINMENT TOY OF THE

YEAR are Bop-It! by Hasbro Games, Duck Hunter byInteractive Toy Concepts, EyeClops Mini Projector by JakksPacific, Swinxs by Swinxs, Rubik’s TouchCube by TechnoSource, and Mindflex by Mattel.GAME OF THE YEAR nominees include Bop-It! by Hasbro

Games, Scrabble Slam Card Game by Hasbro Games, Mindflexby Mattel, Uno Moo! by Mattel, Bakugan Trap by Spin Master,Big Buck Hunter Pro TV Games by Jakks Pacific, and Sort ItOut! by University Games.GIRL TOY OF THE YEAR nominees are Harumika by Bandai

America, Barbie Fashionistas by Mattel, Moxie Girlz Art-titudeDoll by MGA Entertainment, BFC, Ink. 18-inch Doll by MGAEntertainment, Liv Dolls by Spin Master, Zhu Zhu Pets by Cepia,and Princess Tiana 11.5-inch Doll by Mattel.

Nominees for INFANT TOY OF THE YEAR are Gentle Giraffe byCloud B, Crayola Beginnings Color Me A Song by Crayola,Laugh & Learn Learning Farm by Fisher-Price, Seedlings Ivy byThe Goldberger Company, My Pal Scout and My Pal Violet byLeapFrog, Yookidoo Swap-N-Go Snail by InternationalPlaythings, and Twilight Turtle by Cloud B.Up for MOST INNOVATIVE TOY OF THE YEAR are Nerf N-Strike

Raider Rapid Fire CS 35 Blaster by Hasbro,EyeClops Mini Projector by Jakks Pacific,Mindflex by Mattel, Zhu Zhu Pets byCepia, Air Hogs Switchblade by SpinMaster, Air Hogs Zero Gravity Laser by

Spin Master, and Printies DesignStudio by Techno Source.Nominees for OUTDOOR TOY OF THE

YEAR are My 1st Scooter by RadioFlyer, Razor RipRider 360 by RazorUSA, Razor Spark Kick Scooter by Razor

USA, Smart Trike Deluxe bySmart Trike, Air Hogs

Switchblade by Spin Master,Swinxs by Swinxs, and EA Sports Voice

Command Pitching Machine by Toy Island.PRESCHOOL TOY OF THE YEAR nominees are Handy Manny’s

Repair Shop by Fisher-Price, Tonka Chuck & Friends Chuck MyTalking Truck by Playskool, Cozy Coupe 30th AnniversaryEdition by Little Tikes/MGA Entertainment, Imaginext DragonWorld Fortress by Fisher-Price, Bilibo by O Kido, and Rockythe Robot Truck by Mattel.Up for PROPERTYOF THEYEAR are Bakugan by CartoonNetwork,

Transformers by Hasbro, LEGO, Barbie by Mattel, iCarly byNickelodeon & Viacom Consumer Products, The Princess and theFrog by The Walt Disney Company, and Star Wars by LucasArts.SPECIALTY TOY OF THE YEAR nominees include Twilight

Turtle by Cloud B, Hexbug Micro Robotic Creatures byInnovation First International, Shopping Cart by Melissa &Doug, Captain Owen’s Dolphin Explorer Boat by Sprig Toys,Pentago by Mindtwister USA, The Dangerous Book forBoys—Classic Chemistry by Thames and Kosmos, andEcoAquarium by Wild Creations.

TOY INDUSTRY ASSOCIATION ANNOUNCES FINALISTS FOR 10TH ANNUAL TOTY AWARDS

Theodor Geisel once said, “Aperson’s a person, no matterhow small. Children want thesame things we want. To laugh,to be challenged, to be enter-

tained and delighted.” Geisel, writing underhis pen name of Dr. Seuss, managed to do allof those things in his 44 children’s books,inspiring children of all ages to explore thejoys of reading. To date, more than half a bil-lion of his books have been sold in more than95 countries and 17 languages.Geisel got his start in publishing in 1927,

illustrating cartoons and writing humorous arti-cles for magazines such as Judge, LIFE, VanityFair, and Liberty. During World War II, Geisel

joined the army and was sent to Hollywood to write military documentaries.In 1936, he developed the idea for his first children’s book while on a cruise

ship—the rhythm of the ship’s engine drove the cadence to And to Think I Saw It onMulberry Street. But Geisel’s big break into children’s books came in 1954 whenLIFE published a report on illiteracy among schoolchildren, suggesting thatchildren were having trouble reading because their books were boring.Geisel’s publisher sent Geisel a list of 400 words and asked Geisel to cut the

list to 250 words and use them to write an entertaining children’s book. Ninemonths later, Geisel, using 220 of the words given to him, published The Catin the Hat, which sold more than one million copies in its first three years alone,with editions in English, French, Chinese, Swedish, and Braille. From there,

Geisel continued to write fun and entertaining stories for children, includingHow the Grinch Stole Christmas!; One Fish, Two Fish, Red Fish, Blue Fish;and Green Eggs and Ham.Many of Geisel’s books have been adapted into movies that not only

offer a new way to enjoy Dr. Seuss stories, but also new licensing oppor-tunities. From apparel and accessories to collectibles, fine art, stationery,and toys, Dr. Seuss Enterprises and its more than 40 domestic licenseesstrive to maintain the diversity for which Dr. Seuss’ works are known.

Geisel, who died in 1991, once said that he never wanted to license his char-acters to anyone who would “round out the edges,” and that is one of Dr. Seuss

Enterprises’ guiding philosophies as it seeks out licensing partnerships.

Dr. Seuss EnterprisesBY LAURIE LEAHEY

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NEED TO KNOW

• One in four children bornin the U.S. receive a Dr.Seuss book as their firstbook.

• Dr. Seuss received a staron the Hollywood Walk ofFame in 2004 as part of his100th birthday celebration.

• In 1984, Dr. Seuss wasawarded a Pulitzer Prize forhis contribution to children’s literature.

• Seuss Landing, the Dr.Seuss-themed island atUniversal Studios OrlandoIslands of Adventure themepark, welcomes 5.8 millionvisitors annually.

• The Lorax was the firstbook to appear on The NewYork Times Bestseller listsfor both children and adults.

• How the Grinch StoleChristmas is one of thelongest-running animatedChristmas specials—on airsince 1964.

LEAPFROGLeapFrog’s TAG and

TAG Junior reading sys-tems currently include theDr. Seuss titles The Cat inthe Hat (shown), GreenEggs and Ham, and Mr.Brown Can Moo.


TREND LAB BABYAs one of the newest Dr.

Seuss apparel, accessories, andtextiles licensees, Trend LabBaby will begin selling its lineof contemporary-designed babyand toddler bedroom textilesand décor this year.

FIVE MILE PRESSFive Mile Press

produces puzzles, lac-ing cards/activitysets, and flashcardsbased on Dr. Seussbooks. From rhymesto puzzles, the GreenEggs and HamPuzzleStory includesfour 24-piece jigsawpuzzles and manyother activities.

MANHATTAN TOYManhattan Toy produces Dr.

Seuss plush and soft developmen-tal toys, including finger pup-pets and stacking toys. The Catin the Hat Stacker featurescontrasting red and whitecolors and textured fabric.There is a base and fourstacking rings. It is for ages9 months and up.

I CAN DO THAT! GAMESI Can Do That! Games creates a vari-

ety of Dr. Seuss-themed board and cardgames. One Fish, Two Fish, Red Fish,Blue Fish is a memory game. Kids flip acard to reveal a challenge. Search for col-orful fish, silly Seussian objects, andother sea treasures hidden beneath fivesecret beach locations. If thegame spinner lands on thewave, shake the box and thetreasures will slide and hidein new locations. The playerwho finds the most treasureswins. It is for ages 3 and up.

HEWLETTPACKARD

On Hewlett Packard’sprint-on-demand websiteYouneek.com, Dr. Seussfans can print a varietyof Dr. Seuss postersranging from book cov-ers to new designs fea-turing well-known Dr.Seuss characters.

Neither Judd Zebersky nor the company hefounded, Jazwares, started out in the toy busi-ness. Despite having a family with a long histo-ry in the toy industry, Zebersky went to lawschool and worked at a law firm for a number

of years. When he left law in 1997 to found the company thatwould become Jazwares (originally named Ringside Supplies),he started a company that produced licensed drinkware,not toys. However, Zebersky’s first foray intolicensing with brands such as Pokémon and the for-mer World Wrestling Federation (now the WWE)led to more complex and toyetic products, includ-ing figures and toys. By 1999, the company hadrefocused on toys and changed its name toJazwares, with Zebersky as president.

As the company now moves into its eleventhyear, licensing remains a major part of the Jazwaresbusiness. Almost all of the company’s products arelicensed, with ties to a wide variety of popular licens-es. Jazwares continues to build its business on stronglicenses and strong product design. “Our design phi-losophy is that we try to be very true to the license,” says LauraZebersky, executive vice-president of sales at Jazwares and JuddZebersky’s wife. “We’re never going to be the type of company thatjust slaps a label on the product.” Jazwares applies this philosophyto all of the brands that it works with, from Sega’s Sonic and

Capcom’s Megamanvideo game brands toCartoon Network prop-erty Ben 10. LauraZebersky notes thatsome of the company’sstrongest product linesare based on brandsthat have multigenera-tional appeal, such asSega’s Sonic (whichhas been a video game

character and mascot since therelease of the first game in 1991) orthe company’s line of Hershey’s electron-ics. “They’re things that can really res-onate with both the older generationand with young kids,” she says.

On top of the strength of its licens-ing agreements, Jazwares also pos-

sesses the ability to get productdeveloped quickly thanks to whatLaura Zebersky describes as the company’s “hands-onmanagement style.” The company has an in-house team ofsculptors and manufacturers that can help jump-start pro-duction as soon as designs are laid out.While some compa-nies could take two to three years to get a product line to theshelves, according to Laura Zebersky, Jazwares can shavethat time down to as little as a year. “For a licensor worriedabout the success of their property, we are a great partner,”she says. “We have great relationships with our retailers, sowe can move quickly.”An example Laura Zebersky pointsout is the line of products based on the upcoming movie

Percy Jackson and the Olympians: The Lightning Thief. Jazwaressigned the licensing deal with Twentieth Century Fox in November.The movie will be released in February and Jazwares will have prod-uct on the shelves in time for release.

Though times have been tough all around due to the economicslowdown that’s plagued many businesses, Jazwares has continuedto stay strong. “Our brands have been hot and our pricing hasstayed low,” says Laura Zebersky. The company has continued toexpand its licensing roster with new and upcoming properties. Inaddition to the aforementioned Percy Jackson film, Jazwares hasalso picked up the rights to the upcoming The A-Team movie. Evenwith a series of strong licensing programs lined up, though, LauraZebersky says that Jazwares is looking at the potential in a newventure. “We are looking into developing our own brands,” shesays. “That’s going to be the next big push for Jazwares.” With itscurrent product lines continuing to do well, Jazwares is looking for-ward to major growth and new opportunities in 2010.

THE POWER OF LICENSING: JAZWARESBY PAUL NARULA

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Jazwares’ Bubble Yum Camera, like manyof its Hershey’s products, appeals

to multiple generations.

Sonic the Hedgehogis one of Jazwares’

key licenses.

Every February, Toy Fair inNew York City is where theentire industry gathers. Frombuyers and licensors to manu-facturers and media represen-

tatives, the four-day show draws morethan 20,000 attendees to visit350,000 square feet of exhibitspace to see more than 100,000products. In conjunction with theshow, Toy Industry Association(TIA) hosts an array of events tobring exhibitors, attendees, andtrade guests together to network,learn, and share in the busi-ness—and fun—of toys and play.Kicking Toy Fair week off in

style on Saturday, February 13 isthe 10th annual TOTY Awards,which is the premier networkingevent for the youth entertainmentindustry. Awards will be bestowedin 12 product categories plus anoverall Toy of the Year designation recog-nizing North America’s top choice for thesingle best product to deliver fun andexcitement to young consumers.The 2010 inductees into the Toy

Industry Hall of Fame, John Lasseter, chiefcreative officer of Walt Disney and PixarAnimation Studios and principal creativeadvisor of Walt Disney Imagineering, andSam Walton, founder of Walmart Stores,will be honored during the evening. TheTOTY Awards will take place from6:30–11:00 P.M. at Pier 60, Chelsea Piers.Tickets are $350 per person. For more

information visit www.totyawards.org.On Saturday, February 13 at 2:00 P.M. at

the Javits Center, Level 1, Toy Fairexhibitors are invited to attend a specialsession with Charles Allen focused on last-minute tips for attracting buyers to their

booths and engaging them in quality con-versation that will ultimately lead to sales.The opening day activities begin in

the Special Events Hall at 8:45 A.M. onSunday, February 14 with a one-hourkeynote session led by retail expertGeorge Whalin. The topic, “The Post-Recession Consumer: Will Retail EverBe the Same?,” will share proven tacticsfor readying businesses to serve themore budget-minded post-recessionconsumer. The program is jam-packedwith real-world ideas and insights atten-dees can take back and put to use right

away. The session is free to TIA mem-bers and the non-member rate is $79.Whalin will also host a book signingfrom 11:00 A.M.–noon.At 10:00 A.M., Toy Fair officially

opens with a “cast of characters” paradeand ribbon-cutting ceremony inthe Crystal Palace.On Monday, TIA will begin its

second day of Toy Fair 2010 witha series of meetings and confer-

ences starting at 7:30 A.M. in SpecialEvents Hall 1D.TIA’s annual general meeting

will be held during Toy Fair andis open to both members andnon-members. The agenda willcover a variety of topics includ-ing a summary financial report,key accomplishments since thelast meeting, and the election ofnew board officers.Immediately following the

annual general meeting, TIA will host apresentation about the Toy SafetyCertification Program (TSCP).Launched on October 1, 2009, theTSCP is a comprehensive initiative tohelp assure compliance with the federalConsumer Product Safety ImprovementAct (CPSIA) and enhance the safety oftoys sold in the United States. Toys cer-tified under the program will begin toappear on retail shelves throughout2010. TSCP executive directorElizabeth Borrelli will answer questionsand provide updates on the program.

TIA HOSTS AN ARRAY OF

ACTIVITIES DURING TOY FAIR WEEK BY ADRIENNE APPELL, TIA

INDU

STRY

FORU

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The presentation is free to TIA members. The non-member fee is $149 andincludes admission to the annual Toy Safety Session.

The annual Toy Fair Toy Safety Session begins at 11:00 A.M. and will providean update on state and federal legislation and regulatory activities affecting thetoy industry, including a report on implementation of the federal CPSIA. Anupdate will also be provided on efforts that are now underway to advance the har-monization of toy safety standards from around the world.

Growing Green: A Toy Industry Update on Environmental Sustainability andBottom Line Growth will take place at 3:00 P.M. Targeted to toy company principals,quality assurance staff, sales and marketing personnel, product managers, purchasingagents, and operations managers,this session will educate, encour-age, and inspire attendees toincrease their eco-friendly practicesin order to run a more sustainablebusiness and increase the bottomline. The session is free to membersand $149 for non-members.

TIA’s annual winter Toy Fair Credit Meeting—exclusively for toy manufactur-ers and members of the TIA Credit Interchange Program—will also be held onMonday, February 15. For additional details, contact TIA’s Dina Gittings ([email protected]; (646) 520–4849).

On February 16 and 17, Engage! Expo (previously Virtual World Expo) will co-locate with Toy Fair in the Jacob Javits Convention Center. The concept of “engage-ment” was highlighted as one of the top four toy trends identified during Toy Fair2009 as digitally native kids, video game-savvy dads, and connected moms contin-ue to embrace the relationship between technology, digital media, and toys.

Engage! offers both a full conference program and a tradeshow floor to help majorentertainment companies, youth brands, and advertising agencies learn how to combineexisting products—cameras, communication and music devices, online web-sharingsoftware, social media, virtual worlds and web-connected toys and games, and more—with the unparalleled engagement opportunities and revenue streams of online media.

All Engage! Expo attendees will receive access to the show floor at Toy Fairand all Toy Fair attendees will receive access to the Engage! show floor. In addi-tion, TIA members who exhibit at Toy Fair are entitled to half-price registrationdiscounts for the Engage! conference program.

For the latest schedule of events, including seminar descriptions and advanceregistration, please visit www.toyfairny.com.

The TIA looks forward to seeing everyone next month at Toy Fair 2010.


PRODUCT DONATIONS

TO TOY BANK

Upon the closing of ToyFair 2010, Toy IndustryFoundation (TIF) will becollecting product samplesand toys for the Toy Bank,

TIF’s signature program, to bedistributed to children whoare critically ill, abused,abandoned, or otherwise inneed. Volunteers will be onhand at the close of show to

collect contributions.Donations are tax deductible.

Interested exhibitors contactTIF’s Marisa Randall Medina([email protected]

or (646) 454–5581) fordetails. Product donation

agreements will be availableat either the TIA/TIF

Information Center in theCrystal Palace or at boothno. 5201 on Level 1.

As we embark on a new year,it’s time to rethink how to dobusiness in 2010. Whatworks? What doesn’t? Whatcan be improved? What new

practices can be implemented? What isn’tworking and should be scrapped?

Specialty toy retailers know that theyneed to get every aspect of their businessright from insurance to payroll to hours tofoot traffic and so much more. Yet the fun-damental basis of their competitive advan-tage centers on larger issues such as prod-uct assortment and the total customerexperience for their clientele. It’s no sur-prise, then, to hear what a sample ofAmerican Specialty Toy RetailingAssociation (ASTRA) members are talk-ing about when we asked them about thebig decisions they expect to make in 2010.

• EVALUATING STAFF AND HIRINGPerhaps no single factor is as central to the

customer’s shopping experience as the quali-ty of the store’s staff. A 2009 NationalCustomer Satisfaction Survey conducted bythe consultancy Retail Eyes found that awhopping 56 percent of respondents say theywill leave a store without completing theirpurchase if they do not get good service.Several ASTRA retailers questioned in ourinformal survey indicate that hiring andstaffing is one of their top areas for attentionin 2010. BetsyMadson, owner of Classic ToyShop in Worcester, Mass., reports that shewill re-evaluate the profile of her part-timeassociates in 2010. Should she go with moth-ers? College students? Both? Neither? Theanswer requires balancing many issues.

• E-COMMERCE VS. BRICK AND MORTARSome retailers are contemplating whethertheir go-forward investments of time and dol-lars should focus on their brick-and-mortarretail store or concentrate on their online busi-ness. Decision-making on this topic, reportsAngel Stahl, owner of Angel’s Toy Barn inGreensburg, Pa., becomes all the more urgentas leases come up for renewal. Stahl islaunching an online business division,Angel’s Teacher Supplies, aimed at teachers,schools, and childcare centers and looking forways for the e-commerce and traditionalbusiness to leverage off each other throughcross promotion and sharing of customers.

• INVESTMENTS IN OPERATIONSWhen is the right time to make invest-

ments that have significant start-up costs,

but show clear potential for payoff down theroad? Stahl of Angel’s Toy Barn shares anexample: “Is this the year I replace our cur-rent point-of-sale system, which is PC-based with POS-IM, which is Mac-based? Ilove Macs and have them for all aspects ofour business except POS,” says Stahl. “Thedrawbacks to the conversion are the timerequired for training on the new platform,time invested in data conversion, and thedoubling of our costs for the first year. Butthe bigger picture may be a more reliablesystem. It’s not an easy choice.”

Strategies for making decisions onthese topics (and many more) will be fea-tured at ASTRA’s Marketplace &Academy in June 2010 in Providence, R.I.Of course, many other big decisions areon the mind of independent toy retailersas we start 2010. (“Don’t forget choosingnew product lines!” reminds BrianSweeney, owner of Angie’s Kid Zone inWest Des Moines, Iowa.)

One of ASTRA’s roles is to get specialtytoy retailers the resources they need toaddress such business questions. But if thereis a bottom line for day one or month one orquarter one of 2010, it’s that every “newstart” gives you the opportunity to ask newquestions, think outside the box, and makebetter decisions. And your ASTRA col-leagues are a phone call or email away if youwant to “chew it over” with someone whoknows exactly why it’s so tough to decide.

For more information about the AmericanSpecialty Toy Retailing Association(ASTRA) visit www.astratoy.org.

DECISIONS, DECISIONS: INDEPENDENT TOY RETAILERS

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The biggest asset any designer can have is strongknowledge of the production process. My jaw con-stantly drops in shock by how many art school-edu-cated, senior-level designers—and even executive-level art directors—don’t know the first thing about

the production process. They simply see their job as drawingbeautiful product renderings and designing pretty packages. Theproduction part is someone else’s problem. They live their profes-sional careers without any regard as to what can or cannot bedone. They seem to think it’s just not part of their job criteria. Notonly should it be, but you can’t be a good designer without under-standing the production process. The problem really is how artschools today just pump out graduates without ever giving themany concept of the entire process. Basic lessons on printing, howthe direction of the fluting should run on a box, or even the differ-

ences between rotational-, injection-, and blow-molding process-es just aren’t taught. We have become blind designers teachingblind designers. Instead of blaming ourselves for our own produc-tion mistakes we just point fingers at the factories. Fifteen yearsago, everything mechanical on a package had to be spec’ed. Therewas no room for error. You had to know your stuff. Today design-ers email files that aren’t even in a proper print format, let alonecorrectly color spec’ed—and then they wonder why the outcomeis so muddy. With a little bit more knowledge of the productionprocess, a lot of time (and a lot of money) can be saved.

Matt Nuccio is co-owner of Design Edge, inc., a graphic designand research development studio with offices in New York andHong Kong. He can be reached at (516) 377–0500 [email protected].

TO BE A GOOD DESIGNER,

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Koosh is one of those brandnames that lives in a consumer’s mind whether or notthere is product on the market. It’s one of those words,like Band-Aid or Q-tips, that seems to represent a cat-egory in a consumer’s mind (even though the rights

holders and licensees are always working to protect the original).The Koosh Ball came to be like so many items in the industry—

by a parent playing with a child. A game of catch yielded an itemthat helps all kids learn to catch with ease and spawned a productline of countless extensions.OddzOn was founded to manufacture and distribute the Koosh Ball

in the mid-1980s. Named for the sound it makes when landing, theKoosh Ball was one of the hottest toys during the holiday season of1988. OddzOn had a program with the National Youth Sports CoachesAssociation (now known as the National Alliance for Youth Sports) tointroduce kids on the playground to Koosh Balls as a way to throwand catch—guerrilla marketing before the term barely existed.

Years later, in the late 1990s, comedian Rosie O’Donnell shot off moreKoosh Balls into the audience of her TV series, The Rosie O’DonnellShow, than one could even keep track of—this may have helped to solid-ify its current awareness with consumers nearly two decades since theproduct’s initial launch. But it was a lot of hard work by the talentedteam at OddzOn that created this brand and made it famous.

The original Koosh was primary colors of red, blue, and yel-low. It was a hit with boys and girls, teens, and adults for itstexture, which is the very thing that makes it great to use for abeginner’s game of catch. The tag line promoted that it wasperfect for ages 3–103, yet it was those somewhere in themiddle that really enjoyed it. It’s estimated that 40 percentof Koosh Balls were purchased for adults to play with.As its popularity grew, colors were added to keep the

line fresh, which lead to the multi-colored Mondo Koosh.The line grew into a brand as OddzOn introduced WooshRings, Koosh Kritters, Yo Koosh, pencil toppers, zipperpulls, and a line of Koosh Sports toys. Also, at that time,co-branded Koosh characters featured popular licensedcharacters from properties such as Sesame Street, LooneyTunes, Star Wars, and others.

Now Basic Fun is relaunching the Koosh brand in 2010 underlicense from Hasbro, the brand’s current owner, as a specialty-inspirednovelty program, according to Hasbro. Basic Fun says its priority is tore-establish the Koosh brand and once again have consumers make theconnection that Koosh is the “Soft, Safe, Easy-to-Catch Ball.”“Basic Fun will feature new and contemporary colors for the core

ball and a matching line of miniature key chains,” says Alan Dorfman,president of Basic Fun. “We are also working with Marvel and othertop-tier licensors for a line of collectible character Koosh Balls.”Basic Fun says it has a roll out plan that will keep the line fresh

with some of the most successful line extensions from the past aswell as many new ideas.“Koosh is a unique product,” says Dorfman. “It has a unique feel,

bright colors, and even the specific ‘koosh’ sound. Knock-offs do notand cannot capture these attributes.”This is a fact that consumers understand. No doubt consumers will

embrace the Koosh brand this time around for its continued low pricepoint and high play value, which spans generations.


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The name Russ Berrie has been an icon-ic name in the gift industry since RussBerrie started the company 40 yearsago. Using the knowledge he gained asa toy sales representative, in 1963

Berrie began designing his own products. One yearlater, FuzzyWuzzies reached retailers. Over the years the company continuedto grow, bolstered by successful toys such as SilliSculpts and Trolls. In 2002,Berrie passed away, but the company he founded, Russ Berrie and Company,Inc., continued to produce high quality gift products.Now there’s a new name to remember—Kid Brands, Inc. On

September 23, 2009, Russ Berrie and Company announced that its corpo-rate name would change to Kid Brands, Inc. The intention to change thename was made public to shareholders last fall, but the idea to repositionthe company’s businesses had been in the works since late 2007.“The whole gift industry has really gone through a transformation

and independent retailers have been incredibly troubled,” says BruceCrain, CEO and president of Kid Brands, who came aboard Russ Berriein December 2007. When Crain arrived at the company, there were twosegments of business—gift and infant and juvenile. The gift side wastroubled, as Crain puts it, while the infant and juvenile business,including the brands Sassy and Kids Line, was booming. And withbabies being born every day, as well as parents and grandparents stillwilling to spend money on cribs, bedding, bath products, and more, theinfant and juvenile space was not in dan-ger of declining. It was clear where thecompany’s focus needed to be.In 2008, Russ Berrie began the process of

selling its gift division so that the companycould instead focus on its vibrant juvenilebusiness. At the same time, the companymade additional acquisitions in the infant andjuvenile space, buying two new businesses inApril 2008—CoCaLo, an infant bedding andaccessories company, and LaJobi, a juvenilefurniture company.OnDecember 23, 2008, the company suc-

cessfully divested its gift business to TheEncore Group, a diversified gift and specialty

marketing company, turning over the Russ Berriename. “The name is iconic and it was important forthe buyer to get a hold of that brand name,” Crainsays. The Encore Group will sell products using theRuss name and have exclusive use of it, as well asall related names includingApplause. Encore has set

up The Russ Companies, under which falls the new gift division, Russ Gift.Because of this, Russ Berrie and Company agreed to undergo a name

change in 2009. The shareholders approved the name change to KidBrands, Inc., at the company’s 2009 annual meeting of shareholders heldon September 22 and the name change immediately went into effect. Thecompany’s common stock began trading under the symbol “KID.”However, it was more than just a business transaction that forced the

former Russ Berrie and Company to change its name. Crain says the namechange was necessary for the company to communicate its new focus onthe infant and juvenile business. But Kid Brands isn’t just about babies.Eventually, the company would like to reach out to not only pregnantmothers, but mothers of 2 or 3 year olds. “We were looking for a word thatwould [cover] a broad spectrum of product and consumer space where weare today and where we could grow into the future,” he says.While Kid Brands’ headquarters is in New Jersey, its four brands—

Sassy, Kids Line, LaJobi, and CoCaLo—retain separate offices across theU.S. Kid Brands markets its products primarily under the brand names ofthese subsidiaries and also offers programs under select licenses, such as

Carter’s, Disney, Graco, and Serta.Crain says that in order to continue to

grow the business, Kid Brands has putforth a five-point growth strategy. Thisinvolves creating well-made productsfrom good brands, expanding into newproducts, reaching out to new channelsof distribution, bringing a completenursery solution to retailers, and manag-ing operating costs.The name might not be Russ Berrie any-

more, but Kid Brands hopes that its renewedfocus on the infant and juvenile space willallow the company to produce even higherquality essentials for infants and kids.

The Transformation of an Icon:From Russ Berrie to Kid Brands, Inc.


LaJobi’s Bonavita brand featuring the Seaside furniture collection indark walnut with CoCaLo’s Bali bedding set on it

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A spirational play is at the core of so many popular toycategories. Youth electronics are a success because ofkids wanting to emulate older siblings and parents.The ever-classic baby doll thrives because ofaspiration. That’s not to mention the

whole dress-up and action figure categories. Alright,you get the idea.

Sometimes the aspirational element of onecategory in particular flies under the radar. Withthe sports toys category, most often the exer-cise and fitness angles play big parts as doesthe socializing aspect. These are all impor-tant factors in the world of sports, but whenit comes to the backyard style of play thatthe sports toys category exemplifies, aspira-tion is what it’s all about.

When a kid steps up to the plate in hisbackyard, in his mind he is A-Rod facingCliff Lee during game seven of the World Series. The crowd is goingwild as he settles into his hitting stance. And….the pitch. He swingsand connects and the ball goes flying….theYankees win the World series!!!!

“When kids go into the backyard and play,they want to be a specific player,” says JasonEngle, brand manager for Junk Ball at LittleKids. “Kids are more interested in telling youwho their favorite player is than who theirfavorite team is.”

The sports toys category most readily caters tothis mindset through licensing. Hasbro has seengreat success with the Peyton Manning license forits Nerf footballs.

This year, Little Kids is tapping into thisthrough a licensing agreement with the MajorLeague Baseball Players Association for its JunkBall line. There are two initial introductions.There will be a Junk Ball with an autograph ofone of six players. The ball will be off-white witha maroon band, emulating a real baseball. The other item is a ball and

bat set where the bat has a larger barrel that accommodates the sixplayer-specific stickers that come with the set.

This play pattern has existed throughout thehistory of sports toys. A kid in his back-yard in 1960, holding a yellow Wiffle baton his shoulder envisioned RobertoClemente. In 1970, kids mimed WiltChamberlain as they slammed down theirNerf basketballs.As evidenced by the longevity of brands

such as Wiffle, Nerf, and Frisbee, the sportstoys category is well-established. However,

that’s not to say that manufacturers aren’t innovat-ing. The success of Little Kids’ Junkball line shows

there was room for innovation in the backyard baseballcategory initiated by Wiffle. And innovation contin-ues to drive Hasbro’s Nerf brand.

“We look at what kind of products our consumersand fans would like to see delivered,” says Jonathan Berkowitz, globalbrand director for Nerf. “Nerf innovation has allowed the brand to contin-

ue to develop and succeed for 40 years.”Wham-O, maker of classic sports toys such as

the Frisbee and Snow Boogie, is in the midst of ametamorphosis. New management was brought into turn the company around.

“The restructuring and reorganization atWham-O continues and is on track and ahead ofplan,” says Kyle Aguilar, CEO of Wham-O. “Thegreat thing about Wham-O is that its brands arehousehold names that transcend the current gener-ation of kids to their parents and grandparents. Weare in touch with that, and it will be a driving forcemoving Wham-O ahead in the future.”

Feel GoodCertain categories in the toy industry are

easy sells to parents and gift-givers. Categoriessuch as educational toys attract sales partly because of the feel-good

Helping Kids Aspire to Sports Stardom


BY CHRIS ADAMS

Indianapolis Colts-licensed Nerf Weather Blitz NFLFootball, by Hasbro

Coop Sport’s Nitro Football

attitude they offer consumers. Like edu-cational toys, sports toys elicit a positiveresponse from consumers looking tooffer kids something that is good fortheir well-being. And the upsides gobeyond the exercise angle.

“Sports play a social as well as a fitnessrole,” says Mike May, director of communica-tions at the Sporting Goods ManufacturersAssociation. “From a social angle, kids willmeet other kids in their town, which is pos-itive. The whole aspect of teamwork and thebenefits of learning to work togetherare life lessons that will pay offdown the road.”

The pervasiveness of sports ingeneral is a positive for the sportstoys category. Almost every com-munity in the U.S. has rec pro-grams available for childreninterested in playing sports.While not all kids who play withsports toys are involved in organ-ized sports, it is safe to say that a sweeping major-ity of kids involved in organized sports aresports toy consumers as well.

This is where the sports toys categorymay suffer most as an effect of the reces-sion. As communities are being forced todo more with less money, those budget-ary expenditures beyond essential munic-ipality functions are the first to see thebudgetary knife.

What this means is sports toy manufacturershave to maintain as high a profile as possible tokeep their sports and their items at the forefront. As aresult of economic factors, manufacturers are keeping aclose watch on pricing.

“Retailers are looking for lower price points, and

Wham-O has responded with our product offeringsbecoming more focused on products that can be

retailed for less than $20,” says Aguilar.Hasbro is also keeping a keen watch on

prices for Nerf products. “We offer footballsand blasters for under $10 and most Nerf

Sports products are available for around $20 orunder,” says Berkowitz.

Game Plan 2010As the economy shows signs of stabi-

lizing, manufacturers of sports toysare in a position to catch the waveof a rebounding marketplace. In2010, Little Kids will offer moreitems—in both spring and fall—inits Junk Ball line than ever

before. The company is alsoexpanding beyond the baseball dia-mond with its offerings.

And after restructuring and reor-ganization, Wham-O has positioned

itself to gain steam in 2010. “Although Wham-O hasfelt the effects of the economy like everyone

else, we are having a strong fourth quarter2009, and our outlook heading into 2010 isvery strong and favorable,” says Aguilar.“Our end of the year reads on orders andpoint of sale indicate that 2010 will be avery good year at Wham-O.”

While the sports toys category wasn’thit as hard as some other categories,

thanks to its time-tested play patterns andlow price points, positivity abounds among

its manufacturers. No matter the year, therewill always be kids standing in their backyard

channeling the spirit and performance oftheir favorite athletes.


Little Kids is expanding its Junk Ball lineup with a series oflicensed Junk Balls licensed by the Major League BaseballPlayers Association. Shown is the CC Sabathia version.

Wham-O, maker of Frisbee brand flying discs, isin the midst of reorganizing and restructuring.

Saturnian 1 Sport has updated its Fun Gripper Lacrosse stick set by offeringtwo new neon colors. The set comes with a bean ball.


Sports ToysBY CHRIS ADAMS

A good sports toy is one that not only performs well, but also acts as an imaginative springboard for kids.Good sports toys help put children playing their favorite sport in a backyard or a sandy lot in the shoes ofthe most heralded athletes of the day. What kids might not realize is that all of that aspirational play is alsovery important from a health standpoint. Below are a range of offerings that not only help kids aspire toprofessional sports stardom, but also help keep them fit.

HasbroNew additions to

Hasbro’s Nerf Sports lineinclude the Nerf WeatherBlitz Flag Football Set; NerfWeather Blitz NFL Football,which is a larger size thanthe original Weather Blitzfootball; Nerf Weather BlitzFlyer Disk; Nerf Curve Pitch BaseballSet (below); and Nerfoop ProBasketball Set (right).

Saturnian 1 SportSaturnian 1 Sport’s Fun Gripper Fireball Sport Series of

balls and flyers (below) are made from composite suedematerial with Saturnian’s patented Fun Gripper foammatrix covering. Available in three colors, items in the linefeature a vibrant, embossed flame design. Also on the wayfrom Saturnian 1 Sport is the Fun GripperLacrosse set (left), whichcomes with a bean ball.The stick is avail-able in twonew neoncolors.

Wham-OWhat started in the 1950s as the Pluto Platter has turned into a longstanding staple ofthe sports toy category. Wham-O keeps its Frisbee line fresh by continuously offering

new additions to the line. Some of the latest introductions include the Max FlightFrisbee Disc (left), which features a high-tech composition that has allowed it tobe thrown 350 feet, according to Wham-O. Also on the way is the Mini FrisbeeGolf Set (right), which brings the larger than life game of Frisbee Golf down to a moremanageable size. It includes a scaled version of the Official Frisbee Golf Target, six

Mini Frisbee Discs, and metal chains designed to catch the Mini Frisbee Discs.


Little KidsLittle Kids signed a deal with the Major League Players Association for its

Junk Ball line. The first offering is a series of six player-licensed Junk Balls.Players whose autographs are featured on the ballsinclude Tim Lincecum, Alex Rodriguez, Johan

Santana, CC Sabathia, Dustin Pedroia, and DavidWright (shown). Also on the way is a Junk Ball

ball and bat set that fea-tures a bigger-barrel

bat and stickersfeaturing sixMajor Leaguersthat can be stuck

to the bat.

Fisher-PriceThe Tornado Tee Golf set (shown), by Fisher-Price,

offers an innovative way to play golf. When the acti-vation button is pressed, the golf ball is loadedonto the tee. It then levitates above the tee forapproximately eight seconds, making hitting theball easy and fun for kids. The set requires six D bat-teries, which are not included.

InternationalPlaythings

New introductions to International Playthings’iPlay Outdoor line include the Big Fat Foam Bat(right). The bat, which is designed and weightedespecially for young children, comes with a largefoam ball. Also on the way is the Soccer Trainer(below), which includes a base, a ball, and a pump.

Poof-SlinkyPoof-Slinky’s Sport Pack (shown) offers kids a variety of

sports options. The set of colorful foam balls includes a 9.5-inch football, a 7.5-inch soccer ball, and a junior basketball.The Pro Gold Mini Sport Pack offers more realistic versions of

these balls.

Coop SportCoop Sport’s new Nitro line features all-terrain, all-weather sports equipment. The

balls are coated in the patent-pending Supergrip TPR (thermoplastic rubber). Included inthe line are a nine-inch football, a size five volleyball, a soccer ball, a basketball, NitroLacrosse Stix, Nitro Baseball Glove ’n Ball, Nitro Bat ’n Ball, Nitro Flying Disk, NitroCatch Game, and Nitro Paddle Game. Shown is an assortment of the new Nitro offeringsfrom Coop Sport.


Toy Fair 2010

CBS Consumer Products, a division of CBS Entertainment, will beintroducing new toys and games based on some of the network’s mostpopular television series, as well as the upcoming CBS film Beastly,starring Vanessa Hudgens and Neil Patrick Harris. CBS ConsumerProducts will also be announcing a new expanded roster of TV licensedvideo games, based on series such as NCIS and more.

Next month, the toy industry will gather in New York City for the 2010 AmericanInternational Toy Fair to see what this year will bring. Whether it’s bold new productsor innovative takes on classic play, many companies have expanded their lineups forthe new year. Here’s an early look at what Toy Fair 2010 attendees can expect to seeat the Jacob Javits Convention Center.

Step 2 is introducing a wide rangeof new products for babies and tod-dlers in 2010. The Sizzlin’ ShapesKitchen features shape-sortingrefrigerator doors and a sink toteach kids sorting, as well as acounter that features real cookingsounds. For older children, theLifestyle Sizzle & Store Kitchenfeatures a kitchen counter with asink, two stove burners with knobs,cutting board decal, salt and peppershakers, coffee maker/pot, andutensil storage pocket.

Step 2 CBS Consumer Products

Pokemon

Big Tent has signed a number ofnew licensing deals for the Domoproperty. Nancy Sale Companywill create Domo plush toys in var-ious sizes, as well as additionalnovelties. A & A Global has signedon to create novelties for vendingmachines. Bell Sports will producescooters, skateboard decks, hel-mets, and protective gear.

Pokémon will be releasing the two newest editions ofthe Pokémon video game for 2010. Pokémon HeartGoldVersion and Pokémon SoulSilver Version will launch inspring. In addition, four new Pokémon HeartGold andSoulSilver trading card game expansions will be unveiled,the 13th television series season will air, and a newPokémon movie will debut.

Big Tent

Sizzlin’ Shapes Kitchen

compiled by Laurie Leahey and Paul Narula


Schleich is expand-ing its fantasy-basedBayala collection atToy Fair this year. TheBayala collection willintroduce a new tribe calledthe Arelan, specifically aimedat boys attracted by intrigueand mystery. Each fig-ure has a partial featurefrom its animal com-panion—some have deerantlers, others have panther fur, and yet others take onfeatures of animals such as wolves or falcons.

Schleich

Elmer’s will be introducing anumber of new educational kitsfor 2010. The My First PenguinKit teaches children about pen-guins by teaching them how tobe a penguin. Kids will use allof their senses to experience theworld as a penguin would andwill also measure, compare, andask questions. The HeavenlyHair Kit teaches children how tomake their own shampoo andconditioner, as well as abouthow hair grows, what makes itcurly or straight, and more.

Elmer’s

TheYoung Scientists Club is introduc-ing new kits for 2010 with solar energy,animal tracking, and dinosaurs as themes.The Magic School Bus Solar Energy tothe Rescue kit teaches children about thegreenhouse effect and shows them how tocollect carbon dioxide and recreate glob-al warming in a bottle. The Magic SchoolBus Back in Time with the Dinosaurs kitlets children create a diorama, buildwooden dinosaur replicas, and more.Science on a Tracking Expedition

takes science outdoors and hands-on withscience experiments that teach children how to identify tracks, cast ani-mal tracks, and more. The new Animal Tracks card set features threetraditional games with a science twist. Children can play concentration,bingo, and guess the tracks with the 80 included cards and instructions.

The Young Scientists Club

Nickelodeon & Viacom Consumer Products (NVCP) will becelebrating the 10th anniversary of its preschool brand Dora theExplorer with a full lineup of new toys and games, including thenew bilingual Day to Night Dollhouse and the singing and danc-ing We Did It Dora Doll from Fisher-Price.NVCPwill also be unveiling the Spin Master toy line for the

upcoming The Last Airbender movie, directed by M. NightShyamalan. Spin Master has developed a line of action figures,vehicles, playsets, and more.NVCP will continue to expand its licensing program for

SpongeBob SquarePants. The company will also unveil newtoy partners for iCarly and True Jackson, as well as new linesfor preschool properties Ni Hao, Kai-lan; Go Diego Go!; andThe Wonder Pets.

Nickelodeon & Viacom

Consumer Products

Bayala collection


Toy Fair 2010

PlaSmart is the North American distributorfor Yummy Dough, a dough that kids canshape, bake, and eat. When mixed withwater, Yummy Dough becomes a smooth,kneadable play dough. But unlike playdough or real dough, Yummy Dough doesnot contain baking agents such as yeast or bak-ing powder. Yummy Dough contains onlyfood materials such as sugar,starch, flour, and eggs. YummyDough is for ages 3–12.

The object of University Games’ Callisto is to be the play-er who places the most tiles on theboard. Tiles must be placed next toanother tile of the same color.Callisto can be played by two, three,or four players. A different playingsurface is used to account for varia-tions in game play and strategy withmore or fewer players. The gamecomes with 72 plastic tiles, 12 pil-lars, one plastic playing board, threeprinted color backgrounds for two-,three-, and four-player versions, andinstructions. It is for ages 7 and up.

20 Questions is the classic game of people, places, and things. Eachround features a new mystery topic from history, entertainment, sports,or culture. The fewer clues a player needs to guess correctly, the farthera player moves on the board. This new edition of 20 Questions featuresupdated mystery topics. It comes with 126 cards, four question markplaying pieces, 20 question chips, five free guess chips, a game board,and instructions. It is for two to four players ages 10 and up.

University Games

PlaSmart ToyQuest

ToyQuest entered into a new licensing collaboration withMattel to produce a brand new Barbie backyard play program for

girls. The collection willinclude inflatable poolsand pool toys, sand boxesand accessories, bubbles,sprinklers, chalk, gardentools, and outdoor furni-ture. All products willfeature the recognizableBarbie pink color.ToyQuest will unveil theprogram this spring.

Discovery Communications

Working with its toy partner Cahootie, DiscoveryCommunications’Animal Planet is bringing all things animal toplaytime. Animal Planet Cahootie is a new line of educationally

oriented, animal-themed productsbased on the iconic fortuneteller folded paper gamethat features questions, for-tunes, and challenges relatedto kids and their love of ani-mals. Made of pre-folded, rip-resistant laminated paper withcolorful photographs fromAnimal Planet, Cahooties fit oneof four animal themes: DogsRule!, Cats Rule!, Sea Creatures,

and Endangered Creatures.

Barbie Jumping Fun Dancer


The new Color Wonder Lap Desk lets kids make mess-free master-pieces wherever they go. Color Wonder color appears only on specialpaper and not on skin, carpeting, or clothing. Whether it’s traveling bycar or plane, or sitting on the living room floor, the Color Wonder LapDesk gives youngartists a large, hard-top surface to workon almost any-where they like.The sturdy deskhas a built-in han-dle and a soft fabricbottom that dou-bles as a storageunit for ColorWonder markers and paper. The lap desk is equipped with 12 restickablepieces of Color Wonder paper that stay in place while kids are creating.The desk also includes five Color Wonder mess-free mini markers inred, orange, yellow, green, and blue. The lap desk is for ages 3 and up.

Crayola

For spring 2010, Mattel will launchnew careers for Barbie. The Barbie ICan Be… doll assortment includesBarbie as a pet vet, a bride, a rock star, arace car driver, and a pediatrician. Eachdoll is packaged with a code thatunlocks exclusive online content. Thedolls are for ages 3 and up.

As a licensee for Disney/Pixar’sCars, Mattel will add new charactervehicles and playsets to its lineup. TheCars Color Changers Playset lets kidsgive cars a custom paint job at Ramone’sHouse of Body Art. Kids change thepaint job of their Cars Color Changersvehicles with a simple spray activationor with the use of the water dunk tank.The playset is for ages 3 and up.

Mattel

The Shred Sled is the next generation of caster boards. Shred Sled’s twoboards and flexible connector allow both boards to rotate around the verti-cal and horizontal axes, making it easy for kids to maneuver the board. Forbetter control and traction, each deck has a grip surface to maximize tractionand stability while the concave decks give better foot control. The ShredSled’s four wheels are easier to control than two-wheel boards. Thepolyurethane wheels and ABEC-5 bearings are smoother and stronger thanstandard hardware and rarely need to be replaced. Shred Sled is available inblack, blue, or red. It is for ages 8 and up.

Shred Sled

Gamewright

In Forbidden Island, play-ers must work togetherto capture four sacredtreasures, as the islandsinks beneath every step.Race to collect the treas-ures and escape beforebeing swallowed into thewatery abyss. ForbiddenIsland comes with 58 playingcards, 24 island tiles, six pawns,four treasure figurines, a water meter,a water-level marker, and instructions. Itis for two to four players ages 10 and up.

Barbie I CanBe... Pet Vet


BY PAUL NARULA

TRINKETS FOR THINKING: THINK-A-LOT TOYS

Inspiration can strike anywhere, especial-ly when it comes to a wide and variedindustry like the toy business. For RandyCompton, CEO of Think-a-Lot Toys, inspira-

tion struck while tryingto keep his young daugh-ter occupied during a breakon one of their hiking trips.Far away from any standardtoys and games, Comptonwould play a game called“What’s Missing” with hisdaughter, challenging her tomemorize the positions of a num-ber of small objects and figure outwhich had been taken away aftershe had looked away. “It’s an old butwonderful game,” says Compton. “Ithought, perhaps if we took some smalltoys and dollhouse miniatures and madea full-fledged game out of it, peoplewould be interested in the product.”

Having just left his former occupationas an executive director for a non-profit and withno clear idea of what his next plan was,Compton decided to give the toy business a try.It was no simple task, certainly, but Compton puttogether a company to produce and market hisnew product, called “Think-ets” (a play on theword “trinkets,” as the playing pieces resemblesmall collectibles and miniatures), whichbecame Think-a-Lot toys. The prototype Think-ets was developed in 2005 and it was Compton’sneighbor Jeff Scott, a toy inventor in his ownright who created the Flashflight LED flyingdisc, who took the product to Toy Fair that year

to garner a few industry opinions. “We receivedstrong feedback from many people in the indus-

try, so we decided to put some moneyinto this project and see where it went,”says Compton. In 2007, Compton andThink-a-Lot Toys made its officialdebut at Toy Fair with the finishedversion of Think-ets.

A basic Think-ets set consists ofa small mesh bag with a numberof small trinkets in it. The trin-kets could represent any numberof things, from a tiny pig to astar to a full-sized ring. Kidscan use these trinkets to playa number of games, whichcould be the original“What’s Missing” gamethat inspired the creation

of Think-ets or more com-plex storytelling games, such as“What’s Your Story?” Think-a-Lotprovides instructions for a number ofgames, all of which are designed to

get children involved with Think-ets. “[Think-ets] really does engage kids andtheir imaginations,” saysCompton. “Kids are really open tobeing creative. They’ll riff, they’llgo and tell stories. They like a toythat is stimulating them in creativeways.” Think-ets appeals to par-ents for the same reasons, with theadditional advantage of beingeasy to carry and play anywhere,which grants them an easy way to keep childrenoccupied in otherwise dull situations. Compton

mentions getting letters from parents, grandpar-ents, and even servers from restaurants abouthow they’ve used Think-ets to keep their chil-dren entertained and under control, avertingtantrums and meltdowns. “Think-ets can keepkids engaged in a healthy way,” says Compton.

Think-ets has continued to grow in popular-ity since its initial release. Compton notes thatmany educators, ESL instructors, and evenpsychologists have begun to use Think-ets tohelp them with their jobs. Think-a-Lot Toyshas expanded the availability of Think-ets witha new Deluxe Pack (which features 30 differ-ent trinkets) and a new Teacher Edition thatcomes packaged with a booklet of activitiesand instructions designed by educators, thera-pists, trainers, and social workers. Followingthe success of its initial product, Think-a-Lotis developing a new card game that is “morerefined” than Think-ets, featuring a wider vari-

ety of games and detailedimages while keeping theaspects of the creativity andstorytelling that Think-etsinspires. There’s no need toalter what has proven to be aneffective method of combin-ing play, learning, and imagi-nation. “Learning really hap-pens when your heart is

engaged and your heart is engaged whenyou’re having fun,” says Compton.

Think-etsGenius Edition

The various Think-ets sets have many game playoptions, one of which is a memory game.

Think-etsDeluxe


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COPYRIGHT PROMOTIONS LICENSING GROUPKAMONDY AND BISNER, NEW HIRE AND PROMOTION

Copyright Promotions Licensing Group (CPLG) named AndrewKamondy as senior licensing director ofCPLG Canada. He will help rejuvenate thelicensing program for Jim Benton’s It’s HappyBunny, as well as orchestrate the Canadianlaunch of the teen and junior ladies’ fashionbrand Pink Cookie. Previously, Kamondyserved as director of marketing/licensing salesat Segal Communications.

CPLG U.S. promoted Brenda Bisner todirector of licensing. Bisner will solicit part-ners in a variety of categories including trad-ing cards, HBA, home décor, and live shows,as well as secure master toy licensees for thecompany’s top properties. She will also signglobal interactive deals with developers andmanufacturers of console games for CookieJar’s property list. Bisner will help handlesales and secure home entertainment distribu-tion deals for Cookie Jar and CPLG’s third-party properties in addition to managing exist-ing relationships with DVD partners.

CPLG U.S. also promoted StephanieGonzalez to director of licensing. Gonzalez willcontinue to oversee the development and imple-mentation of merchandising programs forbrands, such as Strawberry Shortcake, Varsity,Harlem Globetrotters, and Richard Scarry. Shewill focus on a wide range of categories includ-ing all soft lines, accessories, back-to-school,bags, costumes, food and consumables,footwear, Halloween, party goods, vending andamusement, and stationery

PLASMART, INC.SAM ARMSTRONG, COO

PlaSmart, Inc., recruited Sam Armstrong as its new COO. Armstrongwill ensure PlaSmart’s continual growth in a sustainable and profitablemanner. He will oversee daily operational functions and support salesand marketing. Most recently, Armstrong was CEO of Schleich NorthAmerica, where he was directly responsible for introducing theEuropean brand into North America.

THE JOESTER LORIA GROUPLAURA LOMANDA, ACCOUNT MANAGER

The Joester Loria Group hiredLaura Lomanda as an accountmanager. Lomanda will be respon-sible for managing licensing pro-grams for key clients includingPepsiCo (Pepsi, Mountain Dew,AMP, and Aquafina).

Prior to joining The JoesterLoria Group, Lomanda worked for The Coca-ColaCompany, where she built the licensing program for Coca-Cola Olympic City in conjunction with the 1996 OlympicSummer Games. Her experience also includes managing thelicensing and retail programs for MTV and VH1 and alsoSony Signatures for the FIFA World Cup 1998 and the 2002Olympic Winter Games in Salt Lake City.

Andrew Kamondy

Brenda Bisner

KENN VISELMAN PRESENTS…APPOINTMENTS

Kenn Viselman, the producer and marketer who brought theTeletubbies and Thomas the Tank Engine to the Americas,formed a new film and television production company calledKenn Viselman presents… Key staffer appointments includeAngela Rivet as senior vice-president of production; EileenPotrock as senior vice-president of marketing and third-partystrategic alliances; Julie Polkes as vice-president of public rela-tions; Kara Moline as director of ancillary rights; and MitchellRivet as manager of investor relations.

Rivet comes to Kenn Viselman presents... from herposition as co-producer on The Oogieloves in The BIGBalloon Adventure.

Potrock worked with Viselman at The itsy bitsyEntertainment Company.

Previously, Polkes served as senior vice-president atRogers and Cowan where she represented films from pro-duction through release, talent, producers, and directors.

Moline was previously licensing consultant for TheOogieloves in The BIG Balloon Adventure.

Rivet previously served as vice-president of Pure MediaCreative, securing financing and overseeing developmentfor the independent production house.

Stephanie Gonzalez

THE BRIDGE DIRECT, INC.GEORGE VORKAS,GENERAL MANAGER OF NEW BUSINESS DEVELOPMENTThe Bridge Direct, Inc., named George Vorkas as the company’s gen-

eral manager of new business development. In this role, Vorkas willdevelop new business opportunities and act as the direct liaison with thecompany’s major clients.Vorkas joins The Bridge from Li & Fung, where he spent more than

seven years managing supply chain projects. While at Li & Fung, he servedas head of Toy Island and managed the Disney Direct initiatives. Prior to Li& Fung, he was head of Monogram International, served as a senior execu-tive at Toy Biz, and as director of research and development at Toymax.

LEAPFROG ENTERPRISES, INC.SARAH SHIN, VICE-PRESIDENT, HUMAN RESOURCESLeapFrog Enterprises, Inc., hired

Sarah Shin as vice-president, humanresources. She brings to LeapFrog herextensive experience building talent anddriving an innovative culture.Shin joins LeapFrog from Apple, where

she served as director of human resourcesfor Apple’s human resources corporatestrategy and hardware engineering divisions. Prior to Apple, Shin spentfour years managing and developing talent for Hewlett-Packard.

HASBRO STUDIOSKATHY SAMUELS, EXECUTIVE PRODUCERHasbro Studios named Kathy Samuels as executive pro-

ducer. In this new role, Samuels will be responsible for over-seeing production on a number of the newly formed studio’screative initiatives, covering a variety of program genres.Samuels comes to Hasbro Studios from CTDG, a syndicatorof television programming, where she was senior vice-pres-ident and part of the team that oversaw the development,launch, and programming of shows such as Rachael Ray,Entertainment Tonight, and The Insider.

CHORIONRACHEL BADER, LICENSING DIRECTOR,PACKAGED GOODS AND PROMOTIONSChorion appointed Rachel Bader as licensing director,

packaged goods and promotions. She will be responsible formaximizing the revenue and exposure generated byChorion’s portfolio of brands, including Olivia, Mr. Menand Little Miss, Noddy, Paddington Bear, and The World ofEric Carle, for the Americas.Bader joins Chorion from Scholastic Media where she

was director, licensing and consumer promotions and, priorto that, manager, online marketing. Previous positionsinclude founder and co-owner of stationery companyKickball Designs and senior manager/event producer atKirshenbaum Bond and Partners.

HIT ENTERTAINMENTSANGEETA DESAI, CHIEF OPERATING OFFICER

HIT Entertainment hiredSangeeta Desai as COO. Desaiwill be responsible for the day-to-day operations of the company,and will oversee the businessdevelopment, global brand man-agement, consumer products, liveevents, marketing, communica-

tions, and creative resources teams around the world.Previously, Desai was a principal at Apax Partners, a pri-

vate equity firm and owner of HIT Entertainment. Since JeffDunn’s appointment as CEO of HIT last year, Desai has beenworking closely with HIT Entertainment, acting as an advi-sor and helping to develop the company’s strategic plans.

MANHATTAN TOYKLEIN & REITSMA, PROMOTIONSManhattan Toy promoted Mike Klein to president and CEO andAmy

Reitsma to director of sales.Klein will be responsible for advancing the position of the company as a

leader in providing products for the specialty toy and gift markets. He joinedthe company in 2000 and most recently served as COO.Reitsma will be responsible for leading the sales efforts in the North

American market, and also all international markets, outside ofEurope. Prior to this promotion, she was manager of national accountsand channel development. She first joined Manhattan Toy in 1991.


Industry-Related Trade Shows


CALEND

AROF

EVEN

TS

MARCH2/26–3/1 Halloween Costume & Party Show hcpshow.com Donald E. Stephens Convention Center Rosemont, IL11–14 Australian Toy, Hobby, & Nursery Show toyfair.com.au Melbourne Convention & Exhibition Center Melbourne, Australia18–20 Ed Expo nssea.com Orange County Convention Center Orlando, FL21–24 Boston Gift Show bostongiftshow.com Boston Convention & Exhibition Center Boston23–26 GAMATrade Show gama.org Bally’s Las Vegas Las Vegas23–26 Bologna Children’s Book Fair bolognachildrensbookfair.com Bologna Fair Centre Bologna, Italy27–30 Western States Toy & Hobby Show wthra.com Long Beach Convention Center Long Beach, CA

APRIL17–19 Hawaii Market Merchandise Expo douglastradeshows.com Blaisdell Exhibition Center Honolulu27–30 Hong Kong Gifts & Premium Fair hkgiftspremiumfair.com Hong Kong Convention & Exhibition Center Wanchai, Hong Kong

MAY25–27 Sweets & Snacks Expo allcandyexpo.com McCormick Place Chicago

JUNE6–8 Minneapolis Mart Gift & Acc. Show mplsgiftmart.com Minneapolis Mart Showroom Minnetonka, MN8–10 Licensing Show 2010 licensingshow.com Mandalay Bay Convention Center Las Vegas13–16 ASTRAMarketplace astratoy.org Rhode Island Convention Center Providence, RI15–17 E3 e3expo.com Los Angeles Convention Center Los Angeles22–27 Origins Game Fair originsgames.com Greater Columbus Convention Center Columbus, OH

LICENSING SHOW 2010JUNE 8–10; MANDALAY BAY CONVENTION CENTER,

LAS VEGAS; WWW.LICENSINGSHOW.COM

FALL TOY PREVIEW 2010OCTOBER 5–8; DALLAS MARKET CENTER, DALLAS; WWW.TOYASSOCIATION.ORG

to rise and shine on the farmToday’s the day …

2 sides of play!

“let’s play!”

“a, b, c, d, e, f, g …”

“you’re #1!”“m-m-more,

please!”

“I’m a little

muddy”

“good morning!” “1, 2, 3”

“lights on!”

laugh & learn

learning farm

The learning fun begins

as soon as baby crawls

through the barn door and

is rewarded by engaging

music and twinkling lights.

There are letters to learn,

shapes to sort, eggs to

count and animals to feed.

More than 30 delightful

songs and tunes, lots

of fun phrases, and two

full sides of play!

www.fisher-price.com

™

Fisher-Price, Inc., a subsidiary of Mattel, Inc. East Aurora, NY 14052 U.S.A. ©2009 Mattel, Inc. All Rights Reserved. ® and ™ designate US trademarks of Mattel, Inc. LZR45864

LZR45864_P7680_TFE_Jul_Ad.indd 1 6/18/09 2:21:58 PM

toys & family entertainment, january 2010

Documents

anb media volume

astra20 industry forum

tia18 industry forum

jazwares16 industry

manhattan toys cat

editor chris

publisher andy

publisher bob