China Toy Fair


COMMENTARY: Science Toys Appeal to Kids Younger Than Ever

In the past, the term “science toy” commonly elicited thoughts of volcano kits, magnifying glasses, and telescopes—and not much else. However, times have changed. Kids and parents today have a broad range of options to choose from in the science category, from toys that teach kids about outer space to kits that help them learn computer programming. With all the options available today, the industry is seeing new trends in the science toy space, and kids are reaping the benefits.

thamesDemand has grown for toys geared toward kids as young as 3 and 4 years old. Andrew Quartin, CEO of Thames & Kosmos, says, “I visit a lot of retail stores, and more times than not, I get requests for things specifically for 4-year-olds, and sometimes for 3-year-olds. This presents specific challenges, because the way kids ages 3 and 4 learn is very different from the way kids ages 6, 8, 10, or 12 learn.” The key to creating a successful product for this age demographic lies in how easy it is to play with. “One of the strongest assets of our kits are the manuals and the ease-of-use we create with them. How do you do that for a 3-year-old that hasn’t learned to read yet? Our thought is that we’re going to model our manuals after picture books, so it’ll be very image-driven and will tackle topics that they’re interested in.” [Read more...]

COMMENTARY: The Toy Industry Stands Up for National Bullying Prevention Month

October is National Bullying Prevention Month, and whether or not you believe bullying is a natural rite of passage among children, versus a series of preventable behaviors that can leave lasting emotional damage on the young, one thing is clear: It has become a part of the national conversation. Joining the voices chiming in on the subject is the toy industry, which in the months leading up to October, has seen a number of actions among various players to address the problem of bullying. Some take the form of products that try to make kids understand the bad feelings that come with being picked on; others seek galvanize youth into taking a stand against bullying together. [Read more...]

COMMENTARY: Nintendo Is Game for Playing in the Toy World

amiibo.largerversionSince the 1980s, Nintendo has always seemed to be the “family-friendly” choice in video games. With wholesome characters such as Mario and Luigi, Princess Peach, Yoshi, and Toad, and bad guys that make you laugh more often than they scare you (except for Bowser in the original Super Mario Bros. game on NES—he was straight up scary), Nintendo has always given off a welcoming, family-friendly vibe, with games available for kids of all ages, and systems and controllers that are intuitive rather than intimidating.

Despite knowing this—and being a Nintendo fan my whole life—it still caught me a bit off-guard when Nintendo announced that it would be launching amiibo, which are action-figures designed to connect and interact with compatible games. “By holding the amiibo over your Wii U GamePad, you’ll open up new experiences within each corresponding game,” reads the Nintendo website. [Read more...]

COMMENTARY: Comics’ Timeless Heroes (and Villains) Are Still Loved by Today’s Kids

Superman-First-Comic-Action-Comics-No-1-222x300Kids these days may not know that Superman, Spider-Man, and Batman (among many, many others) hailed from glorious comic books first published in the 1930s, costing someone 10 cents an issue on the stands. They also may not realize how well some have held their value, being that the very first Superman comic, Action Comics No. 1, supposedly goes for $3.2 million dollars—but let’s not get too sidetracked.

The real point here is that today, September 25, is National Comic Book Day, and it’s hard to imagine the toy aisles without the superheroes and villains who once upon a time, were neither action figures nor stars on the silver screen played by big-league actors and actresses; but instead, started out as hand-illustrated drawings on a comic strip. [Read more...]

COMMENTARY: Dolls for Boys Are a Sign of the Times

Fritzi, from Haba

For the most recent issue of The Toy Book, I had a chance to research trends in the doll industry, and one that stuck out is an increase in dolls with potential appeal for boys. Arklu, the creator of Lottie Dolls, is planning to introduce its first boy doll, Kite Flyer, this fall. Meanwhile, Haba will be introducing Fritzi, a doll that has no assigned gender—Fritzi can be a boy doll for boys, or a girl doll for girls. There’s also Grandmas2Share, which is marketing grandmother-themed dolls as playthings for children of both genders. [Read more...]

COMMENTARY: Happy National Teddy Bear Day!

by Christine Duhaime and Phil Guie

toothpickLife—or childhood, at least—would have been simply un-bear-able without teddy bears, am I right? What other toy so effectively soothes us when we’re unhappy, or makes for a truer companion on picnics, tea parties, and other adventures? And since this is an industry blog, we should also point out that teddy bears are a perennial seller among audiences of all ages: Toddlers may receive them for their first toys, but so do young adults as college graduation presents; and grown-ups as birthday gifts, Valentine’s Day tokens, and souvenirs. [Read more...]

COMMENTARY: Back to School Goes Full STEAM Ahead

The back-to-school season usually means the smell of newly sharpened pencils, a new wardrobe, and denial that the precious summer months have come to a close. You’ve probably heard the acronym STEAM being thrown around here and there, but this movement is making a bigger impact on the toy industry than ever before.

STEAM puts an emphasis on science, technology, engineering, art, and math, and these concepts have definitely made their way to back-to-school gear. But companies are doing a lot more than just making educational toys. They’re creating products that have value added to them—something kids appreciate without even knowing, and parents love for all of the extra benefits. [Read more...]

COMMENTARY: Battery-Powered Toys Are Still as Relevant as Ever

VTech.chompandcountdino

VTech’s Chomp & Stomp Dino

Toy stores today offer kids an ever-impressive selection of playthings that do more and more each year. From video games to talking plush, appcessories to robotics, it seems like there is no end in sight for innovation in the toy industry. I’ve often wondered just how far toys will go—it seems that literally anything is possible these days, with the right amount of willpower and support. Will we see invisibility cloaks? Toys that let kids fly? Time machines? The list goes on and on. [Read more...]

COMMENTARY: Even More Smart Devices Are Available for Kids

Toy companies creating kid-friendly and parent-approved technology has been a trend for some time, with no signs of slowing down in sight. In the recent past, tablets such as the Kurio 7s and LeapFrog LeapPad Ultra dominated the kiddie-tech market with durable rubber casings, safe settings, and easy-to-set parental controls. Now, however, manufacturers are focusing on putting different devices in the hands and on the wrists of kids. [Read more...]

COMMENTARY: Sports Video Games Are Getting More Realistic All the Time

Phil.NHL15.08.13

NHL 15, from EA Sports

Face it, sports fans: People of all ages love watching football, baseball, basketball, etc., and ever since the first video game based on any sport was released for home consoles, people have loved playing sports video games. I myself grew up with the Madden NFL and NBA Live series, both from Electronic Arts (EA Games), and I still remember the thrill of throwing a Dan Marino touchdown, or making Shaquille O’Neal uncharacteristically fire up a three-pointer. [Read more...]