COMMENTARY: Sibling Rivalries Exist in the Toy World, Too

FrozenproductsA real-life sibling rivalry exists between Disney’s Frozen Elsa and Anna products—with one sister clearly winning. According to a Wall Street Journal article published last month, Disney marketing executives expected the sisters to be equals in popularity. As such, they were caught off-guard by the overwhelming preference for Elsa, who outsells Anna in dolls, toys, costumes, and other items. Disney, in response, makes sure to keep Elsa items in-stock at stores: For example, about 10 percent more Elsa dolls are stocked than Anna ones at Wal-Mart, according to the same Wall Street Journal article.

To help combat the Frozen sibling rivalry, companies are selling dolls with both sisters, and sales data from last holiday season shows that girls want to play with dolls or role-play with costumes featuring both characters. In turn, companies such as Jakks Pacific, as well as retailers like Toys “R” Us, are making and selling products, respectively, that involve the two sisters. [Read more...]

COMMENTARY: As Play Gets Smarter, More Toys Come to Life Digitally

It’s official: Smart toys are taking over the toy space.

Gone are the days in which kids are content with traditional methods of play. Books, activities, and games are all available for kids on mobile devices, and they expect their toys to be no different. But although the mediums that kids are interacting with daily are changing, the one thing that won’t ever change is that kids love play.

Angry Birds Stella Telepods

Angry Birds Stella Telepods

Smart toys integrate physical toys and technology—essentially giving digital life to toys. Manufacturers are starting to realize the added value in these products and how wildly popular they can be. More than 72 million kids say they want smart toys, according to market research firm Interpret in a GameByte study.

In addition, kids are using mobile devices more than ever before. Seventy-one percent of households with a child age 4 to 14 reported owning a smartphone in 2014, already up from 55 percent in 2012, according to The NPD Group. Also, kids who own tablets doubled from 2012 to 2014, growing from 21 percent to 43 percent, respectively. [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...]

PlayAbility Toys Provides Kids a Special Kind of Play

AdamHeadshot

Adam Small, CEO of Playability Toys

Play is one of the essential foundations of development in all children. With toys, kids learn how to socially interact, develop emotional intelligence, define motor skills, increase physical awareness, and support skills learned in the classroom. For kids with special needs, the challenges they face may discourage or avert them from having fun while playing with traditional toys. PlayAbility Toys, a specialty manufacturer and retailer, designs and produces products for children in the special needs community to get rid of that problem. Twelve years later, the company’s mission still holds strong, and even consumers without special needs are interested in what PlayAbility has to offer.

According to Adam Small, CEO of PlayAbility Toys, there is a lot of evidence about sensory toys that engage sight, sound, and touch at a young age help with cognitive development. [Read more...]