Sweet Suite 2016

Madmouse Is in the House with Frozen Impact, Mystic Breeze, and Treeatures

Madmouse.FrozenImpactMadmouse is introducing new products to be released into the market next year. They include Frozen Impact, a new line of cars made out of real ice. Kids can create their own ice cars, challenge their friends, break through ice walls and other obstacles, destroy their cars, and more.

Another product, Mystic Breeze, submerges kids in a world where they are able to create, decorate, and hide their own flowers in a magic blossom. There is also Treeatures for preschoolers, featuring a community of animals with the power to exchange traits, allowing them to overcome any challenge. Kids can create their own Treeature out of thousands of different combinations.

These three toy lines and much more will be presented in January and February at Hong Kong Toys & Games Fair and Spielwarenmesse, respectively, and will be available for distribution all over the world.

Painting Lulu to Launch at Toy Fair 2015

Copy.ProductshotofPaintingLuluPainting Lulu, a traditional coloring book that bridges the gap to the digital world, will officially launch in February at North American International Toy Fair, located at the Jacob K. Javits Convention Center.

Kids color in the Painting Lulu Activity Book, and then with the help of their parents, scan the page using the free Painting Lulu app on a smart device. The coloring page instantly appears on the device, and kids can continue coloring where they left off using the Painting Lulu Digital Crayon.

With a tap of the Digital Crayon, which is designed with a smooth touch and thick grip to fit in a child’s hand, kids can easily re-touch, save, and print their creations. The one-click share feature also makes it easy for kids to share their artwork with their parents.

Each 32-page Painting Lulu colouring book is made with 100 percent recycled paper, and the brand’s 10 different characters–including Milky, the milk carton; Toby, the plastic water bottle; and Max, the broken calculator–are intended to teach children about recycling while they color.

In preparation for its Toy Fair launch, Painting Lulu has engaged ChizComm Ltd. to handle marketing and communications initiatives, and Perpetual Licensing to manage license acquisitions.

Messe Frankfurt (HK) Ltd and Guangdong Toy Association Partner to Consolidate Fairs in China

Messe Frankfurt (HK) Ltd. and the Guangdong Toy Association (GDTA) have formed Guangzhou Li Tong Messe Frankfurt Co. Ltd, a joint venture to reach a larger international audience and add variety to their separate visitor pools. The partnership will begin next year with the organization of two events: Toy & Hobby China and Baby & Stroller China.

The partnership will also expand the two fairs’ product offerings. R/C toys, computer games, and software and computer learning systems will be added to the list of new products featured at Toy & Hobby China, which also includes die-cast models and playground and outdoor equipment. Baby & Stroller China will also see a more complete product scope. The event will take place next year at the Poly World Trade Center in Guangzhou on April 8 to 10.

HIA and Urban Expositions to Take Over Management, Production of Halloween & Party Expo

The Halloween Industry Association (HIA) and Urban Expositions will acquire Halloween & Party Expo from its current owners, H&P Expo LLC. Scheduled for February 6 to 9 at the New Orleans Convention Center, the event will be operated by H&P Expo. HIA and Urban Expositions will take over the event immediately following next year’s edition.

Under the new partnership, Urban Expositions will be responsible for managing all aspects of the event including sales, operations, marketing, and promotion with guidance and expertise provided by HIA. Urban Expositions and HIA will focus their efforts on increasing awareness of the event, expanding the selection of the product mix and growing the show into an internationally recognized event for the Halloween industry.

Future editions of Halloween & Party Expo will also take place in New Orleans, with dates of January 20 to 23, 2016; and January 14 to 17, 2017.

China Toy Expo Shows the Dynamism of the Toy Industry in China

Resized.EMILIALSINAby Emili Alsina

Over 50,000 professionals of the toy, baby, and licensing industries visited the trade shows organized by the China Toy & Juvenile Products Association (CTJPA) in Shanghai from October 14 to 16: China Toy Expo, China Kids Expo, and China Licensing Expo. This attendance represents a 26 percent increase compared to the previous year. Alsina, editor of the Spanish magazine Juguetes B2B (specializing in the toy industry in Spain) and member of the International Toy Magazine Association (ITMA), attended these three trade shows to witness the latest trends and developments of the industry in China.

The toy market is very dynamic in China, and has a consumer (the parents) increasingly interested in products that provide educational value to their children. The kids, in turn, are increasingly interested in licensed products. China Toy Fair, which has been held for the last 12 years–and is the largest international toy fair in mainland China and the third largest worldwide–was celebrated simultaneously with the China Kids Expo (childcare sector) and the China Licensing Expo (licensing sector).

Resized.LEGOJuguetes B2B, a professional communication magazine specializing in the toy industry in Spain, attended the three trade shows to give informational coverage of the latest trends in the industry that will shape the Chinese market next year. The strategy of holding the three exhibitions simultaneously makes perfect sense, given the synergies that occur between the three different sectors. For instance, the licensing business has a large influence in the toy industry, with licenses for baby care products as well. Therefore, celebrating the events at the same time is an interesting opportunity for the professionals. [Read more...]

New Lifestyle Hall to Open Its Doors at Spielwarenmesse 2015

SpielwarenmesseegSpielwarenmesse eG will introduce a new area of products dedicated to letting kids express themselves at next year’s toy fair. The new Lifestyles area will include a range of fashion and trend-related goods including clothing, accessories, and toys with a focus on letting children and young people develop their own style.

Companies in the new hall will exhibit items pertaining to fashion, home decoration, designer toys, stationary, fan and souvenir articles, and licensed products. During Spielwarenmesse next year, buyers and traders will find these products in the central entrance hall of the Nuremberg Exhibition Centre and online at www.spielwarenmesse.de/lifestyle.

Toyzeria 2014 Grows with More Exhibitors and Visitors

SpielwarenmesseegA total of 117 national and international exhibitors, as well as 8,972 visitors, took part in Toyzeria from October 30 to November 2, compared to 105 national and international exhibitors and 8,721 visitors last year. Participants traveled to the toy industry gathering at the Istanbul Expo Center from 48 countries, an increase from 46 countries a year ago.

The World of Toys Pavilion by Spielwarenmesse eG also celebrated its premiere at the trade fair, which featured eight exhibitors from seven countries. Next year’s event will take place October 29 to November 1 under the name Toyzeria & Kids Turkey, and will once again be housed at the Istanbul Expo Center.

Laura Robinson to Host ChiTAG’s Toy and Fashion Show

LauraRobinsonProducer, actor, and game inventor Laura Robinson will host playCHIC, the innovative play-inspired fashion show, at the upcoming Chicago Toy & Game Fair. In addition, Robinson will serve as a keynote speaker at the Toy & Game Inventor Conference. Both events are part of Chicago Toy & Game Group’s (ChiTAG) annual week of toy and industry-related events.

PlayCHIC combines fashion with top toys during ChiTAG’s Chicago Toy & Game Week. In its third year, the runway show will pair couture designers with familiar toy and game brands to pioneer unexpected and creative designs.

Robinson is the co-owner of Out & About Productions LLC, partial creator of, and contributing producer for Celebrity Name Game, and previously starred in shows like Night Heat, Cheers, and Frasier. As a toy and game inventor, Robinson co-created the board game Balderdash in 1984, which has since has sold more than twenty million copies worldwide.

The 2014 playCHIC show will take place on November 20 at Alhambra Palace Restaurant in Chicago.

Toy Fair PR Bootcamp Webinar to be Held on December 11

Toy companies exhibiting at the North American International Toy Fair can participate in the Toy Industry Association (TIA)’s annual Toy Fair PR boot camp webinar, scheduled for December 11 from 2 to 3 p.m. ET.

The free webinar, entitled Tips for Developing Your TF’15 PR and Promotion Strategies, will review tools and techniques for attracting the attention of retail buyers and media outlets, such as The Wall Street Journal, The LA Times, Forbes, as well as trade magazines and bloggers that attend Toy Fair.

Webinar participants will learn how to develop a well-rounded media list; leverage social media to attract media attention; strategically present product, brands, and trend information to different media audiences; and more. The session will be presented by Adrienne Appell, TIA’s senior manager of public relations; Kimberly Carcone, TIA’s senior director of trade shows and event marketing; and Gina Espinosa from Virtual Press Office.

Registration for the webinar is now open and is free for all Toy Fair exhibitors. Questions may be submitted in advance to TIA’s Jackie Retzer at jretzer@toyassociation.org.

Spielwarenmesse Revises Internet Presence to Offer More Content

SpielwarenmesseegSpielwarenmesse’s website www.spielwarenmesse.de has a new design that presents information on both upcoming fairs and the world toy market. The new website was developed with Fork Unstable Media GmbH, a Hamburg-based agency, and has flexibility for use on PC, tablet, and mobile phone.

Interested companies can now quickly find information about the fair and exhibitors can discover details on fair services available. In addition, visitors and journalists have convenient access for buying tickets and obtaining the latest press releases, respectively. Information about Spielwarenmesse is also available in 41 languages, including Albanian, Indonesian, and Korean.

Spielwarenmesse will take place in Nuremberg from January 28 to February 2.