Etch A Sketch, which turns 55 this year, was first introduced in the U.S. by The Ohio Art Company as a mechanical drawing toy. Since debuting at the American International Toy Fair in New York City in 1960 (It became the No. 1 selling toy for Christmas of 1960), it has sold more than 175 million units. [Read more...]
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).
Juguetes 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...]
General Mills, in a partnership with Mega Bloks, is bringing back its free cereal box prizes. Customers can find customizable Mega Bloks cars in select General Mills brands of cereals, including Honey Nut Cheerios, Reese’s Puffs, Cocoa Puffs, Lucky Charms, Golden Grahams, and Cinnamon Toast Crunch. The cars can be customized with the included Hello Kitty and Power Rangers sticker packs. Additionally, the cereal boxes can create a constructable cardboard jump pattern.
On Monday, Toy State unveiled new branding designs for its flagship lights and sound and R/C product lines, Road Rippers and Nikko. The company is showcasing the new-look product lines and branding at Fall Toy Preview in Dallas, and will continue to highlight them at Hong Kong Toys & Games Fair in January.
Toy State acquired Nikko and Nikko Entertainment BV in May. The moves came on the heels of a period of aggressive growth, including new licensing partnerships with Hot Wheels, Transformers, Hello Kitty, and Angry Birds.
“We couldn’t be more excited about the new logos and packaging these leading brands will have when they hit retail shelves in 2015,” said Andy Friess, Toy State’s general manager of U.S. operations and senior vice president of global marketing. “Redefining the Nikko brand was a major design objective following our acquisition, and returning Road Rippers to its signature ‘orange package’ roots provides an exciting refresh for the leader in the lights and sound vehicle category.”
Toy State has secured the worldwide rights to Nikko by acquiring the consolidated operations of its Japan and Hong Kong offices. Toy State has also acquired Nikko Entertainment BV, the European arm of the company’s R/C toy category.
Nikko manufactures R/C toys, from custom vehicles, boats, and flying items to an array of preschool R/C toys. These toys are marketed through licensing partnerships with global automakers, as well as brands such as Transformers, Hello Kitty, Fast & Furious, and Angry Birds.
The acquisition expands Toy State’s presence to Amsterdam and Japan, as well as in Hong Kong, the location of its current headquarters. The acquisition will also serve as a platform for the company’s continued expansion into Europe. Toy State’s U.S. office is located in Boston.
The acquisition advances Mattel’s global growth strategy of building upon its world-class portfolio of brands by expanding into two of the fastest-growing toy categories. Mega Brands is the No. 2 player in the $4 billion construction building sets category with its Mega Bloks brand, as well as a competitor in the $2 billion arts and crafts category.
Mattel’s portfolio of brands will complement Mega Brands’ flagship Mega Bloks brand and existing licensed brands, including Halo, Skylanders, Call of Duty, Assassin’s Creed, Power Rangers, Hello Kitty, and SpongeBob SquarePants. The acquisition will give Mattel the opportunity to broaden its relationship with its entertainment partners.
Mega Brands ranks among the top 15 toy companies globally in terms of sales, according to statistics published by The NPD Group last year. Additionally, the company achieved record sales of preschool construction toys. [Read more...]
The new collection features bright and colorful co-branded products with favorite tokidoki and Sanrio characters, including Adios, Ciao Ciao, Stellina, Hello Kitty, Keroppi, Badtz-Maru, and more. The broad product assortment consists of charms, ornaments, women’s tees, bags, smartphone, tablet, and computer cases, plush, toys, and luggage.
The tokidoki x Sanrio Characters holiday collection is available at the tokidoki flagship store in Los Angeles, Calif., as well as Sanrio boutiques across the country, and www.tokidoki.it and www.sanrio.com.
Non-traditional items are finding their way onto children’s wish lists this year, according to a National Retail Federation (NRF) survey conducted by Prosper Insights and Analytics. For the first time, iPads are among the most popular gifts for both girls and boys, with slightly higher demand among the former.
Among the other results from NRF’s 2013 Top Toys survey: 44.3 percent of holiday consumers plan to buy toys as gifts this holiday season; children are still asking for timeless items such as Barbie and dolls (No. 1 and 2 among girls, respectively) or Lego and toy cars (No. 1 and 3 among boys, respectively). And the younger generation is clearly technologically savvy, asking this year for tablets/iPads, smartphones (girls’ No. 11), and game consoles like Xbox One (boys’ No. 5) and PlayStation 4 (girls’ No. 10, boys’ No. 6).
Other popular toys for girls include Monster High Dolls, Disney Princess, and American Girl. The hot new item for boys this year is Skylanders, a hugely popular interactive video game that allows kids to play with a toy action figure at the same time. [Read more...]
Funko LLC, creators and manufacturers of entertainment-related toys, has partnered with London-based global entertainment merchandise company Underground Toys Ltd. This U.S. and UK company alliance will allow Underground Toys to incorporate the Funko line of products within their range of licensed merchandise to be distributed among European retailers, including Toys “R” Us, Tesco, ASDA, Carrefour, and FNAC.
With licenses for more than 70 different franchises, including Star Wars, Hello Kitty, Walking Dead, Disney, Marvel, WWE, and Teenage Mutant Ninja Tutles, Funko currently services many U.S. retailers such as Hot Topic, Barnes and Noble, FYE, and Walmart. With this new partnership, the products will be distributed by Underground Toys in Europe.