February 2012

Toy Fair 2012 Saw Attendance Increases Across Multiple Categories

The Toy Industry Association (TIA) has reported that nearly 27,000 industry professionals from more than 100 countries attended the 109th American International Toy Fair. TIA reports that Toy Fair 2012 welcomed increased attendance across nearly all categories, including a 3 percent increase in buyers, a 5 increase in international participants, a 14 percent increase in licensors, and a 23 percent increase in entertainment executives. Total attendance during the four-day show was 26,730, which was a 2 percent increase compared to last year.

The top five international countries identified with the highest attendance numbers at the show were Canada, the UK, Japan, Mexico, and Australia. Significant year-to-date increases in visitors came from Colombia (+33 percent), Japan (+17 percent), Australia (+13 percent), Mexico (+11 percent), Canada (+10 percent), and Panama (+200 percent). This year’s Toy Fair also boasted the largest exhibit area since 2000 with 366,489 net square feet of exhibit space, which held the 100,000-plus products on display.

Buyer delegations from Target, Toys “R” Us, and Walmart also saw increases of 39 percent, 24 percent, and 90 percent, respectively. The 110th American International Toy Fair will be held February 10-13, 2012 at the Jacob K. Javits Convention Center in New York City.

This post was originally written by Elizabeth A. Reid and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.

Child’s Play Communications to Manage eOne’s PR Strategy

Child’s Play Communications has added the Toronto-based international sales, licensing, and merchandising business, Entertainment One (eOne) to its client roster.

Child’s Play will publicize eOne’s, Peppa Pig, the preschool franchise recently introduced in the U.S. The show involves Peppa, a loveable, exuberant little piggy, who lives with her little brother George, Mommy Pig, and Daddy Pig. Peppa’s favorite things include playing games, dressing up, days out, and jumping in muddy puddles.

Child’s Play Communications will also handle the public relations for Team Mom and Web Mom blogger programs, to generate awareness of the tv series and DVD, books, and toys for fall 2012.

Women in Toys Honors ‘Wonder Women’ in the Industry

On the opening night of the 109th American International Toy Fair, more than 50 of the most influential and impactful women business leaders in toys, licensing, and children’s entertainment were honored at the 8th Annual Wonder Women of Toys, Licensing, and Entertainment Awards Dinner in New York City. More than 300 industry executives attended the newly revamped event, hosted by Women in Toys (WIT), as they honored the 2012 Wonder Woman Award winners, including Adventure Publishing Group’s own Jackie Breyer and Laurie Schacht.

Creative Play Day to be Held on April 28

Saturday, April 28 has been named Creative Play Day by the Creative Play Project. On the day, a portion of proceeds collected during the day from participating retailers will go toward putting games into the hands of kids. Retailers are encouraged to sign up at www.creativeplayproject.org/participate/retailers to receive marketing support. Creative Play Day events will range from in-store sales to charity tournaments and auctions.

This event will help raise funds to distribute games to 200 youth centers throughout the U.S., along with additional training materials that will complete the package. Publishers backing the project include Calliope Games, Glow Fly Games, Highpoint Games, Out of the Box Publishing, Patch Products, Sandstorm Productions, Looney Labs, Mayfair Games, and Moosetache Games. The Creative Play Project is a 501c3 charity organization dedicated to providing games, gaming programs, and training to youth activity centers throughout the U.S.

Keeping the Momentum Going After Toy Fair

Final post in a six-part series of posts on preparing for the annual trade event

By Julie Livingston, Director, business development and accounts, Child’s Play Communications, New York City

With Toy Fair officially over, it is time to take a quick breath and capitalize on the media interest your company or brand received during those intense four days. You may return to a desk piled high and an overwhelming number of emails to answer, but don’t lose the momentum you’ve created. Many Toy Fair exhibitors come back from the show re-energized about their own businesses, so now is a good time to move fast. If you wait more than two weeks after Toy Fair to start following up on media leads, there’s a good chance you’ll never do it. Following are tips on the most effective ways to keep the momentum going after the show:

1. Re-read Toy Fair notes and identify next steps: Transcribe your Toy Fair meeting notes as soon as possible while the show experience is still fresh in your mind. Ask other colleagues to review and “weigh in” from their perspective. With input from everyone who worked the booth, keep a record of which media outlets stopped by and who worked with them. Importantly, note any issues or problems. Did a reporter come early or late to an appointment, finding that there was no one available to work with them? How was this handled? Were bloggers treated with respect? How were business cards collected? How could these things be handled better in the future?

Cryptozoic Entertainment Develops The Big Bang Theory Board Game

Warner Bros. Consumer Products and Warner Bros. Television Group have announced a partnership with Cryptozoic Entertainment to develop and publish The Big Bang Theory: The Party Game, based on the television comedy series.

Designed for three to six players ages 15 and up, the game has players pairing category cards with show insider phrases and references. Points are awarded based on judging and ranking the card combinations. The Big Bang Theory: The Party Game will be available at retailers nationwide, and Amazon, ThinkGeek.com, Barnes & Noble, Hastings, and f.y.e. (for your entertainment), in April.

Hasbro Expands Global Brands in Fashion

Hasbro is further enriching the product lineup for its global entertainment brands. Over the past year, Hasbro has collaborated with designers, artists, and apparel licensees to create fashion lines based on entertainment brands such as Monopoly, Transformers, Nerf, and My Little Pony.

My Little Pony experienced growth in the fashion sector, fueled by the TV series My Little Pony Friendship is Magic on The Hub Network. In fall 2011, an undiscovered demographic, Bronies, male fans, were discovered. In February, one-of-a-kind Monopoly super glam tees designed by Artist Aaron Rose hit the runway during New York Fashion Week, under the theme Money Can’t Buy Happiness.

This spring, Hasbro’s collaboration with Rocawear will introduce a T-shirt collection featuring the illustrations of characters Optimus Prime and Bumblebee from Transformers and a Battleship collection coupled with Jay-Z lyrics.

Hasbro will also debut a Battleship Crew Series collection that combines imagery from the film. The Battleship Crew Series will enlist New Era, Han Cholo, Zazzle, and others to create a wide variety of Hollywood-esque apparel and accessories.

Hasbro plans to continue to extend its reach by securing more fashion-focused deals with pop culture trendsetters and icons while fortifying its portfolio of global licenses.

Jakks Debuts Monsuno Toy Line

Jakks Pacific introduces a toy line based on the animated franchise, Monsuno. The line features kid-controlled action figures, accessories, combat sets, collectibles, electronics, and integrated role-play.

The line includes the Monsuno Metal Die-Cast Core collectibles, Core and Transforming Action Figures, Core Combat 2-Packs, Core Combat 4-Packs, Wild Core collector game cards, Stock Clip Action Figures & Cards, Strike Launcher and Auto Strike Multi-Launcher, The Launch Zone and Strike Sector.

Jakks Pacific’s Monsuno product line will be available at major retailers nationwide in March. The Monsuno animated series premieres Feb. 23 on Nicktoons and will also air on Nickelodeon channels around the world, beginning Summer 2012.

ThinkGeek Unveils iCADE 8-Bitty at Toy Fair

ThinkGeek unveiled its newest product, iCADE 8-Bitty, at the American International Toy Fair in New York. The iCADE 8-Bitty wireless game controller with a classic D-Pad and retro feel, will bring the experience of the iCADE to the pockets of smartphones and tablet users. The 8-Bitty is battery powered, and connects with your device wirelessly. It features a fully-functional directional game pad and eight buttons.

A list of 8-Bitty games includes the Atari Classics collection, Pac Man, Super Mega Worm, and many more. Developers of iOS and Android games can access the public API to make games compatible with iCADE. The iCADE 8-Bitty will be available later this year for $24.99 at ThinkGeek.com.

European Toy Fairs 2012 Round Up

By Steve Reece, a brand management consultant in the toys and games industry.

Apparently we are in the middle of an ever-worsening economic climate in Europe, a eurozone crisis, and a downward spiral of economic recession. I didn’t get any impression of that from this year’s European toy fairs. In fact, it almost seemed the opposite! Rarely have I been to toy fairs with so much news, innovation, and newsworthy product launches.

For me, the season started with the UK show. In its third year back at London’s Olympia Exhibition Centre, this show was buzzing, with a packed out hall and mezzanine, plentiful foot traffic, and a generally vibrant atmosphere.

Then onto Nuremburg, where the temperature dropped as low as -17 C / 1 Fahrenheit. Despite the inhospitable weather, the show itself seemed as vibrant as ever. While the attendance figures were reportedly down, international visitors hit record levels, and it was notable that the majority of top-level industry people I expected to be there were indeed present.