China Toy Fair


Auldey Toys North America to Launch Next Year, Appoints Adrian Roche as President

AudleyChina-based Guangdong Alpha Animation and Culture Co. Ltd. has created Auldey Toys North America, which will launch its new headquarters in Boston, Mass. The Auldey Toys subsidiary comes as the company prepares for 2015, which will feature a focus on its established boys, R/C, and vehicles lines.

Auldey Toys will also launch its first North American preschool animation program, Super Wings, which will air next year.

Auldey Toys North America has appointed Adrian Roche as the company president. Joining Auldey Toys after eight years as vice president of brands at Mega Brands, and previously serving as vice president at The First Years (Tomy), Roche brings significant experience in the boys and preschool categories.

Auldey Toys North America has retained ChizComm Ltd. as its marketing agency.

License to Build: Familiar Properties Fill Up the Shelves of the Construction Aisle

This article was originally published in the July/August 2014 issue of The Toy Book. To read the entire digital issue, click here.

The construction play pattern has always allowed kids to create buildable worlds and adventures straight from their imaginations. But with a recent surge of licensed toys entering the category, kids are able to build more and more familiar worlds based on their favorite existing properties. According to The NPD Group, dollar sales of licensed building sets grew by 6 percent from 2011 to 2013. As the world becomes more multi-media driven, licensed properties are deeply integrated into kids’ daily lives. Established building toy companies, as well as those looking to get their feet wet in the category, are jumping on the bandwagon with characters and environments that are already a staple among kids—and even collectors. [Read more...]