China Toy Fair


Toy Fair 2014 to Be Biggest U.S. Toy Fair Yet

The American International Toy Fair in February is expected to be the largest toy trade show ever held in North America. Though registration has been open for just a few weeks, the Toy Industry Association (TIA) reports that the show has already surpassed a record-breaking 400,000 net square feet of exhibit space at New York City’s Jacob K. Javits Convention Center.

The 2013 event—which hosted the largest exhibit area since 2000—covered just over 366,000 net square feet at the Javits Center. As of press time, total registration for the 2014 American International Toy Fair is up 10 percent over the same period last year, while buyer registration is up 6 percent year-to-date, and international buyer attendance has surged 18 percent over last year’s point-in-time figures.

Approximately 30,000 visitors are expected to attend, exploring products on display by more than 1,000 exhibiting toy companies.

Spin Master’s Paw Patrol Helps Boost Nickelodeon’s Ratings

paw-patrol-post-2Spin Master‘s Paw Patrol helped to tip the scales in Nickelodeon‘s favor, making it the children’s TV network leader in the battle between Disney and Nickelodeon for kids share, according to a report on Bloomberg News. The battle between these two large players grew even more after last year’s debut of Disney Junior, a channel aimed a preschoolers watching Nick Jr.

Nickelodeon cited Nielsen data that reported it averaging 918,000 viewers a day among kids ages 2 to 11 in the fourth quarter through December 15 compared to The Disney Channel’s 874,000 viewers. According to the Bloomberg News article, the ratings shift, is accelerating ad sales for Viacom, which posted its best quarterly growth in at least two years last month. The battle between the largest players in children’s TV intensified last year after the debut of Disney Junior, a channel aimed at preschoolers who watch Nick Jr.

Google’s Zeitgeist Releases Top 10 Trending Toy Searches for 2013

Google has released its annual Zeitgeist—a “spirit of the times”—which gives us a chance to remember the people, places and topics that got us talking, and ultimately searching, before a new year begins. The list of top toy searches features new toys such as Minions and Palace Pets, but also old favorites, such as Play-Doh. Here are the top 10 trending toy searches this year:

  1. Pokémon
  2. Play-Doh
  3. Digimon Fusion
  4. Minecraft Toys
  5. Minions
  6. Palace Pets
  7. Paw Patrol
  8. Pacific Rim Toys
  9. My Little Pony
  10. Disney Planes

The 2013 Zeitgeist site provides more than 1000 top-10 lists of popular and trending searches from 72 countries, making it the most comprehensive and global list to date.

Magicforest Distributes New Moulin Roty Nighttime Shadow Puppets

magicforestFrench toy company Moulin Roty has cast a light on its Les Petit Merveilles line of Nighttime Shadow Puppets. Instead of reading from a storybook, parents and kids can use these puppet sets with themes of Castles, Paris, Circus, and Dinosaurs to create magical tales for sweet dreams. Magicforest, the exclusive U.S. distributor of Moulin Roty toys, will showcase the entire collection, plus the Nighttime Shadow Theatre, at its booth at the American International Toy Fair.

Different than hand puppets made by a flashlight and a camping tent wall, these artistic puppets entice storytelling and hand coordination, and serve as an outlet to express feelings. The puppets are made from black cardstock that is laser cut into various shapes. The Paris Shadows set features the Eiffel Tower, an airplane, the moon, and a sleepwalker. The nine-piece Castle Shadows includes a dragon, a fairy, royalty, and a witch. The Dinosaur Shadows is a pack of 10 puppets featuring a stegosaurus, a brachiosaurus, and more prehistoric shapes. The Nighttime Circus Shadow puppets include 11 different figures, including a lion, an elephant, and a strongman. The puppets are designed for kids ages 3 and up.

Ghostbusters Celebrates 30th Anniversary with Licensing Program

Ghostbusters Minimates, from Diamond Select Toys

Ghostbusters Minimates, from Diamond Select Toys

Ghostbusters, one of the most successful film franchises of all time, will be celebrating its 30th  Anniversary next year. Sony Pictures Consumer Products (SPCP) will launch an all new program targeting the core fan base with products in categories such as apparel, toys, construction, collectibles, and publishing through partnerships. SPCP will participate in events and engage in new partnerships sure to excite fans new and old.

SPCP has partnered with pop culture art gallery, Gallery 1988 to create a traveling art show designed by top artists, which will include their interpretations of Ghostbusters over the last 30 years. Limited-edition screen prints and posters will be available during each stop of the tour, which will conclude at Comic-Con International in San Diego.

Some of the global toy, publishing, and apparel licensees supporting the anniversary are Mattel Inc., IDW Publishing, World Tech Toys, Quantum Mechanics, Factory Entertainment, Diamond Select and Medicom Toys, Mad Engine, Titan Figures, Uniqlo, Kientai, and BCI. Funko and Underground Toys will produce collectibles and novelty products.

COMMENTARY: Disney’s Frozen Toys Will Melt Your Heart

The thing that I like most about Disney’s Frozen was that it played with the idea of a typical Disney Princess movie. It touches on the idea of falling in love and being engaged within hours of meeting each other and changes the way the audience thinks about typical princesses and princes. There is, of course, a curse that’s lifted by “an act of true love,” but this act comes from (spoiler alert!) one of sisterly love rather than romantic love. A lot of the plot is focuses on the two royal sisters, Anna and Elsa, and the animation is so spectacular as it brings this truly magical story to life.

To go along with this great movie, Mattel has introduced an entire line of toys that capture the lively, magical spirit of Frozen. With quirky characters (Olaf!), Frozen quickly becomes a new Disney favorite, and the toys are sure to have the same effect on any toy box.

MusicalDollsOne of my favorite toys from this line is the Disney Frozen Musical Magic Elsa and Anna Dolls. These dolls feature glittery and glamorous gowns, but I think also do a fantastic job of capturing the familial bonds that are so important to the movie’s story. When kids hold the dolls hands, the dolls hold each other’s hands, OR you create a circle of humans and dolls holding hands, Anna and Elsa magically light up and play enchanting music. [Read more...]

The Toy Book’s NY Toy Fair Editorial Coverage – Request for Submissions!

It’s that time of year again! We are now collecting editorial submissions for The Toy Book‘s February New York Toy Fair issue! The deadline is December 20.

The Toy Book‘s February Toy Fair issue will feature coverage of what retail buyers should check out at the show. Please submit product info and high-res 300 dpi images for products that are NEW FOR 2014 ONLY. Due to the large number of submissions we receive, our requirements have changed. Please click “Read more…” to carefully review all of our submission rules and find out where to submit. Thanks! [Read more...]

COMMENTARY: It’s Alive! Cool Tech Brings Animal Toys to Life

Kids are always begging for pets, especially around the holidays. “Can I have a puppy?” “I want a pony!” I’m sure you’re hearing it all. But if you’re not ready to make that huge commitment to a pet and a messy house (and perhaps all of the dog-walking responsibilities), new technology that’s available is truly bringing animal toys to life.

Hexbug Nano V2 Black Hole

Hexbug Nano V2 Black Hole

The Hexbug line, from Innovation First, has used new tech to make robotic Hexbug critters that crawl on battery power. Two of the company’s newest lines expand upon this technology to make it even better. The Hexbug Nano V2 critters are gravity-defying bugs that can climb vertically through tubes. The Hexbug Nano V2 Black Hole play set, the Nano V2 bugs can climb vertically, horizontally, and around corners. Kids can unleash their creativity by customizing the design and layout of the three-story set. The play set also comes with special accessories including a spiral tube and a black funnel.

The Hexbugs Aquabot line features robotic fish that really swim in water. The micro-robotic creatures have Smart Fish technology that allows it to swim, dive, and change directions. You don’t have to worry about feeding it or cleaning its tank. Aqua bots are available in five translucent colors and designed for kids ages 3 and up. [Read more...]

Q&A with Michael Lillioja, President of Creata

CrocPot for PRCreata recently launched its new brand, Monster 500, exclusively at Toys “R” Us . The line features 10 characters that race for one of five teams in the Monster 500 speed competition. Each character will be sold as a small, 3-inch die-cast vehicle, but customers can also collect select large character feature vehicles standing 4 inches high and 5 inches long. Two play sets are also available.

The Toy Book had the opportunity to speak with Michael Lillioja, president of Creata, about thew new brand, and what launching its own brand meant for the future of Creata.

The Toy Book: Monster 500 is the first line that is produced by Creata as its own brand. What made you decide to launch your own brand after manufacturing for other companies for more than 30 years?

Michael Lillioja: Creata’s passion is toys. And we’re serious about fun. So it just seemed like a natural extension to use all of our expertise to create a line of toys that has the functions and features that kids expect today. We did a lot of research to make sure that Monster 500 provides the best experience possible.  

TBCan you describe the Monster 500 brand? What age groups is it for? Who is the target audience?

ML: Our target age-grading is kids ages 4 and up, with a sweet spot of 6- to10-year-old boys. Our secondary audience is the collectors or “fanboys.”

TB: Why did you decide on a Toys “R” Us exclusive?

ML: Toys “R” Us is the No. 1 specialty toy retailer that focuses exclusively on toys, and they are a great partner when it comes to launching a new product. We were fortunate to work with Toys “R” Us in the past, so it made perfect sense to continue that relationship with Monster 500. Our company history is rich with long-term partnerships. We see that the work we are doing on Monster 500 with Toys “R” Us is beneficial to both companies and has the potential to be a very long-term relationship.

Monster500screenshotTB: How does Monster 500 integrate classic physical play and new digital play? What sets it apart from other toys on the market that do this as well? 

ML: Every toy comes with a Monster Code that unlocks a virtual monster car in the free racing game app. It’s a best-in-class racing game experience, offered for free. And, with our “virtual blind box” unlock experience, you don’t know which Monster 500 character will be unleashed. It’s a surprise every time!

TB: What does the launch of Monster 500 mean for the future of your company? How has it changed the overall goals of the company? 

ML: Play patterns are changing. The Monster 500 launch is our recognition that the future of play will focus on the intersection of physical and digital. The creation of the Monster 500 line is an extension of Creata’s umbrella goal of adding play and fun to people’s lives.

Michael Lillioja is president of Creata, an insights-driven company working to bring brands and consumers together through play. Creata’s global brand activation capabilities include insights on how customers want to play; product design, development, and manufacturing; digital playground creation; and consumer promotion. Creata has 14 offices in 10 countries. www.creata.com.  

Nuremberg Toy Fair Editorial Submissions for the Toy Book

The Toy Book, the leading U.S. trade publication for the toy industry, is currently working on its Nuremberg International Toy Fair issue, which will be distributed at Spielwarenmesse 2014, and we want YOU to be a part of it. Are you exhibiting in Nuremberg in 2014? If so, please submit a description of any items you will be showing that are new for 2014, along with high-res 300 dpi product images, to submissions.toybook@gmail.com. The deadline is November 22.

**There is no fee for this editorial.**

BE SURE TO INCLUDE: 

  • YOUR HALL AND STAND NUMBER IN THIS FORMAT “Hall 1, Stand B-05-1″
  • Where and when product will be available for distribution (e.g. Available in North American in spring 2014 and globally beginning in fall 2014.)
  • A description of each new item/line you’d like us to cover
  • A high-res 300 dpi image for AT LEAST ONE ITEM you are submitting

[Read more...]