HoliDAY of Play 2015

Q&A with Laura Zebersky, CCO and EVP, Jazwares

Jazwares.LauraThe Toy Book (TTB): How have you seen consumer expectations change over the past decade?

Laura Zebersky (LZ): Over the past 10 years, the convergence of toys and entertainment has been unprecedented. Consumers have come to expect both online and offline experiences from their favorite brands. It’s not enough anymore to create a new toy. Stories, videos, and other content are needed to really engage kids and toy fans of all ages. This leads into another big change: If you want to reach consumers today, traditional formulas from years ago need to be augmented with strategies that include communication across multiple social platforms. Kids are engaging in new ways with different types of media; they might interact simply by sharing images and video of exciting new toys on various social channels or become avid fans and essentially create celebrities on YouTube. They want the whole experience, and the brands of tomorrow will have to provide it in accessible and innovative ways to stand out from the crowd.
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Ruckus Media Group Releases Hasbro-Branded E-Books

Hasbro Licensing has entered a digital publishing partnership with Ruckus Media Group to create e-books based on Hasbro brands, including Transformers Prime, My Little Pony, and Chuck and Friends. Each series contains three different levels of reading to challenge young readers.

Consumers can currently download three free titles, one from each brand, at the iTunes App Store. Additional titles will carry an approximate retail price of $3.99 each, or $5.99 for two. Ruckus Media Group will also offer a six-month subscription of $24.99 that gives parents access to the entire Ruckus e-book content library, as well as reading assessment benchmarking and reporting tools for parents.

This post was originally written by Leah Rocketto and published by For more news, visit, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.