China Toy Fair


Musical Toys: An Inspiration to Pursue the Art

by Rachel Matthews, guest blogger

Not too long ago, the Kidz Bop kids found their way performing at venues in New York and New Jersey. Their collection of poppy, top 40 covers has allowed them to produce dozens of compilation albums, launch a U.S. star search, release books, video games, and toys.

The line-up of the group is in constant rotation as each member ages. Because of this rotation, many a child beg their parents for a singing lesson—especially in New York—after seeing a Kidz Bop performance. The chances of becoming a member is hard pressed as detailed by this young musician, but the combination of their U.S. talent search and brand gives hope to many children within the States.

Of course, aiming to sing for a band such as Kidz Bop is only part of what’s driving up sales in music -parents must by music-related toys to help further their children’s ambitions.

[Read more...]

Q&A with Drew Stevenson, Vice President of Sales and Retail Marketing North America, Mega Bloks

The Toy Book spoke with Drew Stevenson, vice president of sales and retail marketing North America at Mega Bloks, about the current state of the construction category and Mega Bloks role in the industry.

TB: Building sets saw a 23 percent increase in sales from 2011 to 2012, according to the NPD Group, and the category is the strongest toy category right now. Why has the construction category taken off over the past couple of years?

DS: Well actually, the category has been consistently growing for the past four years and we believe it represents a desire for more educationally beneficial toys, which absorb children’s imagination from the age of 1. Parents want what is best for their children and they understand more and more the benefits of construction in terms of skill development, creativity, self-expression, and sense of accomplishment. So, we are confident that the construction toy category will only continue to grow.

Mega Bloks will continue to offer more choices for preschoolers, boys, girls, and collectors, allowing all of our fans to continuously immerse themselves in this play pattern and grow with Mega Bloks. [Read more...]

The World Congress of Play Aims to Unite Play Industries of the 21st Century

congressThe play industries—traditional toys and games, video games, digital, and theme parks—have often been seen as four separate industries with little crossover in competition. After all, theme parks aren’t taking over any of the traditional games’ retail shelf space, right?

Not quite. This compartmentalized view of these industries could actually stop industry players from realizing their true competitors. As the concept of play develops and changes, so does the market in which it exists.

“Children do not experience a gap between virtual play and physical play. It’s seamless. So as a result, they live in a much bigger universe than we do,” says Richard Gottlieb, CEO of Global Toy Experts. “They don’t think like that; it’s just play. One of the real secrets to success in the future, I think, is creating seamless play.”

From this idea comes the birth of the World Congress of Play, a new conference co-founded by Gottlieb and Charles Albert, co-founder of Creativity Inc., Inspire Ltd. (HK), Funfare LLC, and Creativity Mobile. The conference, which takes place from September 9 to 11 in San Francisco, brings together leaders from the traditional toy and game, video game, digital, and theme park industries to create one big play industry. [Read more...]

Interview with Lego President Soren Torp Laursen

The Toy Book spoke with Soren Torp Laursen, president of the Lego Group, about the state of the construction toys category and how Lego is adapting to trends.

The Toy Book: Building sets saw a 23 percent increase in sales from 2011 to 2012, according to the NPD Group. And the category is the strongest toy category right now. Why has the construction category taken off over the past couple of years?

LEGO_LogoSoren Torp Laursen: Building is the best and most versatile play experience available to children, and it is our DNA. Our single brand status has given us the focus and discipline to offer the best quality material and grow our business—and the category along with it. Our momentum has been strong over the last eight years, which furthers our ability to invest in expanding the brand to invite new users and drive continued growth. Parents and children alike recognize the lasting value and versatility of a Lego building experience, which is why we strive to meet their evolving needs with Lego solutions. We don’t see that different play patterns need to be discreet experiences, and fortunately, our brand’s versatility allows us to adapt compelling play patterns to the building sets category, such as action figures, dolls and play sets, vehicles, and gaming. By changing the way we approach what constitutes a building experience, without fundamentally changing what makes it a Lego experience, we continue to deliver relevant, yet familiar, Lego products that are driving industry growth.  

TB: What are some of the biggest trends you’ve noticed in the construction category recently?

STL: Perhaps the biggest trend in building sets at the moment is licensing, which seems to be increasing as other players seek to establish or grow their businesses. Building sets is an incredibly tough toy category to enter, establish, and sustain, therefore it is not for dabblers. Being a player requires costly complexities in molding and supply chain operations, plus research and development to be relevant and broad enough to attract a sustainable fan base, which we have found comes not only from single event-based properties, but from a wide variety of original and licensed themes that appeal to any child of any age. [Read more...]

10 Board Games You Shouldn’t Miss Before Stepping to Adulthood

by Pam Johnson

The great journey of adulthood will happen to us all. However, before you get there, it’s time to enjoy these fun and amusing board games.

Candy Land

Don’t even try to get to adulthood without playing Candy Land! This amusing game has been entertaining children of all ages for decades and decades, and you simply cannot miss it.

Monopoly Jr.

While one of the games can still take hours to complete, Monopoly Jr. is more suitable for a younger crowd than the standard version. Youngsters can certainly learn some basic counting skills while having a lot of fun.

Real Monopoly

Before making that final leap into the world of adults, it’s time to get out the board and play some real Monopoly. You’ll get a chance to see what it’s like to own some real estate and handle some seriously large amounts of money in your own hands! [Read more...]

Reshoring Toys

By Howard N. Aronson, Managing Partner, Lackenbach Siegel LLP

Like the proverbial child who runs away from home only to return before nightfall, an American toymaker is bringing most of its manufacturing back to the U.S.—after more than a decade of outsourcing in Asia. The decision of K’NEX Brands, a family-owned maker of plastic building toys, to boost manufacturing at The Rodon Group, its Hatfield, Pa. plant, is only one example of a major trend. Persuasive factors leading to the ultimate decision included quality control, overall costs, timeliness of deliveries, and intellectual property issues. Many are following the lead of K’NEX and rediscovering that home sweet home is the best place to make and distribute products after all.

Manufacturing in the U.S. created many advantages for K’NEX:
• Greater ability to react to shifts in consumer demands for toys because it’s much quicker and easier to retool–thus creating additional sales;
• Delivery times are quicker–as are changes in delivery schedules, for example, to take advantage of unexpected increases in sales at some stores;
• There’s more control over quality–including avoiding toy safety product recalls;
• There’s more control over materials–again, especially important where safety is an issue, as it is with many toys;
• Overseas labor costs are increasing, whereas using robotics in its U.S. plant is boosting productivity–thus lowering per unit labor costs;
• Transportation costs are rising;
• Time zone differences make communication between manufacturers and suppliers difficult. [Read more...]

U.S. Companies Look to Overseas Markets for Growth

Since the domestic market is flat, American toy companies are increasingly becoming interested in exporting, says Carter Keithley, TIA President, who also informs about the New York Toy Fair, the importance of licensing for the toy business, the trends in the U.S. marketplace, and the Association’s activities.

by Daniele Caroli, editor, Giochi & Giocattoli

In order to be updated on the U.S. toy market and on the Toy Industry Association’s activities and events, I met Carter Keithley, president, at the International Toy Fair in Nuremberg, just a few days before the opening of the New York American International Toy Fair, which is managed by the TIA. [Read more...]

United States Urged to “Think Asia, Think Hong Kong”

By Carol Kwok, Corporate Communication Officer, Hong Kong Trade Development Council

The largest Hong Kong promotion ever to take place in the U.S. will be held this summer to showcase Hong Kong’s advantages for American companies looking to tap new business opportunities in Asia, particularly on the Chinese mainland.

Think Asia, Think Hong Kong will feature symposiums in New York and Los Angeles, June 11 and 14, respectively. Speakers will include CY Leung, chief executive of the Hong Kong SAR Government, and more than 60 prominent senior executives from global companies. The event was organized by the Hong Kong Trade Development Council (HKTDC), with support from 14 Hong Kong partners and a number of U.S. organizations. [Read more...]

Children’s Play Preferences and Academic Success Subject of Study in the “American Journal of Play”

Courtesy of The Strong

There is an apparent link between children’s thinking styles, the types of play activities they prefer, and their academic achievements, according to a recent study by Robin M. Holmes of Monmouth University and colleagues Sharon Liden and Lisa Shines in the American Journal of Play, a scholarly journal of The Strong in Rochester, N.Y.

Holmes and colleagues studied 74 middle school students (45 boys and 29 girls, ages 10 to 15) of mostly Filipino and part Hawaiian heritages to assess the relationship between the children’s thinking styles, play preferences, and school performance as measured by state mandated test scores and grade point average. Two standard assessment tests were administered to determine the students’ personality traits, and students were asked to provide written responses to three questions about themselves and their favorite playful activities to help categorize them as field dependent (gravitating towards social situations and interactions) or field independent (preferring to avoid social contact and set their own standards for thinking and behaving). [Read more...]

Amazon Continues to Grow Its Influence in the Toys Category

By Jason Caine, Director for Compete, a Kantar Media company

The toy industry was a big online winner during the last two weeks of November, which included Black Friday and Cyber Monday. Nearly 24 million consumers shopped online for toys during the time period, an 18 percent increase over the same time period last year, according to market share data released by Kantar Compete.

Amazon’s holiday performance suggests that manufacturers need to shift their focus from thinking of the online retailer as an emerging channel to one that could be an important revenue driver in the next few years. One in four consumers considered a toy product on Amazon.com during the start of the holiday season.

Amazon chart1ToysRUs.com appears to be the retailer most impacted by Amazon’s early toys category successes thus far. One in three Amazon toy shoppers also visit ToysRUs.com to shop for the same products. Both Walmart.com and Target.com are experiencing cross shopping rates about half the size.  [Read more...]