COMMENTARY: Anticipated Summer Blockbusters Inspire “Super” Toys

This summer, the big screen will light up with superheroes, including the releases of Iron Man 3 and Man of Steel. And with summer superhero movies comes superhero toys, which range from role play to action figures to slingshots. Toys inspired by movies give kids the chance to be – and play with – superheroes. Here are some of my favorites from these two upcoming films:

Iron Man 3 (May 3)

Marvel Iron Man 3 Motorized ARC FX Gauntlet

0065356981893_300X300Kids can pretend to armor up like Iron Man with the wrist-mount disc-blasting gauntlet from Hasbro by firing foam discs more than 20 feet with the gauntlet’s motorized rapid-fire blasting action. Each Iron Man 3 Arc Fx Gauntlet comes with 10 Nerf foam discs.

 

Marvel Iron Man 3 Assemblers Action Figures

The Assemblers Action Figures allow fans to recreate the excitement of the film with this iron-man-toys-iron-man-3-avengers-initiative-assemblers-iron-patriot-figure-1buildable line from Hasbro. Each figure features an interchangeable Armor System, allowing one figure to create more than 25 armor combinations. The armor can be switched out between the 16 available figures in the line to create hundreds of more combinations.

Man of Steel (June 14)

Man of Steel Quick Shots Basic Figures Assortment

340x450Quick Shots figures from Mattel bring Superman’s flying abilities and heroism to life. The stretchy soft figures are designed to safely soar through the air, gently knocking down obstacles set-up in their path. And they’re simple to use! The Quick Shot figure attaches to the launcher figure and is pulled back and released like a slingshot. These will be available in May.

Man of Steel Movie Masters Action Figure

Movie Masters figures from Mattel are designed with authentic detail to bring Mattel - Man of Steel Superman Movie Masterfans’ favorite characters to life. This assortment of high-quality figures features heroes and villains from the movie Man of Steel. Fans can pose the figures in countless ways due to its high level of articulation. This action figures will be available in June.

Your adventure doesn’t have to stop once you leave the movie theater this summer. Continue fighting crime with your favorite heroes with great toys and collectibles.

For more commentary from Ali, check back often. Views expressed in this column are solely those of the author and do not necessarily reflect the views of The Toy Book as a whole. We hope that you will share your comments and feedback below. Until next time!

Fort Bliss Military Families Receive Thousands of New Toys from Toy Industry Foundation

FortBliss1Nearly 3,000 children living with their families on military base Fort Bliss in El Paso, Texas were treated to a special toy giveaway on April 17 hosted by the Toy Industry Foundation (TIF) and national partner Boys & Girls Clubs of America (BGCA) Military Services.

Families stationed at Fort Bliss, as well as resident members of the Air Force, Marines, National Reserves, and others, enjoyed a “Day of Play” that included bouncy houses and games, music and entertainment, and a pizza party.  Children of all ages received brand new toys, games, and stuffed animals donated by generous toy manufacturers. Gifts distributed at this event were generously donated by Alex, DuneCraft, Ganz, Gibout Toys, Hasbro, Lee Magic Pen, Lego, Look Out World, Mattel, MindWare, RBI Toys, Reeves International, Safari Ltd., and TMI Toy Marketing International.

The event was held as part of the joint TIF /BGCA Play Comforts program – the first-ever national toy distribution initiative to serve every branch of the U.S. military.  Through Play Comforts, toys and games donated by caring toy companies are delivered on an annual basis to families on dozens of U.S. military installations at home and abroad. Now in its fourth year of operation, the program has provided more than $3.5 million in toys for children of military families.


COMMENTARY: Critics Say No Bueno to Mexico Barbie

mexicobarbie

Mexico Barbie, from Mattel

Mexico Barbie, part of Mattel’s Dolls of the World collection, is causing a stir on the interwebs, with some not-so-happy consumers saying the passport-carrying, Chihuahua-loving brunette is playing to cultural stereotypes.

Sporting an olive tan and wearing a pink ruffled dress, critics believe Mattel may have gone too far in its line of dolls that introduces girls to the world’s various cultures.

Of main concern is her passport. Some say during a time when immigration is causing hot debate, and with states like Arizona passing “papers, please” legislation requiring suspected illegal immigrants to show their documents, that giving Mexico Barbie a passport fans the flames of a very sensitive fire. I’d be tempted to agree with the argument if all the other Dolls of the World didn’t come with passports of their own, but they do.

Same with the Chihuahua criticism. Sure, not all Mexican families own a Chihuahua, but thanks to Taco Bell and other pop culture references, the little dog has become synonymous with all things Mexican. Again, if all the Dolls of the World didn’t come with their own animal, and if the Chihuahua wasn’t native to Mexico (Chihuahua is a state in Mexico, FYI), it might be reason to feel offended. To me, it just seems silly.

For the record, I’m part Mexican. I was raised by a Hawaiian-Portuguese grandmother and Mexican grandfather. Having grown up in Hawaii, one of the most diverse places in the world, cultural sensitivity is in my blood. Yet, I feel mostly unoffended by Mattel’s choices, even though the company seems to leave no stereotype unturned.

HawaiiBarbie

Hawaii Barbie, from Mattel

Hawaii Barbie, for instance, wears a bikini top and a grass skirt and comes with a sea turtle. Having lived in Hawaii my whole life, I can tell you, no one is walking around in grass skirts. You’ll possibly encounter them at a tourist-filled Waikiki luau, or the prestigious Merry Monarch Hula Festival, but that’s about it. And the sea turtle, or honu, is considered an ’aumakua, or spirit guide—no one would dare be caught walking around with a sea turtle under the arm. Still, the doll is specific to Hawaii. You’ve got to give it to Mattel, for that.

Many other choices seem equally stereotypical, but harmless. China Barbie cradles a little panda bear, a monkey clings to the arm of India Barbie, and a koala hitches a ride on Australia Barbie’s arm.

Dolls of the World, and Mexico Barbie included, seem to serve the purpose of introducing kids to cultures they’d likely not encounter on their own. Mattel seems to make some typical—maybe even stereotypical—choices, sure. But I also think it’s incredibly difficult to boil down complex cultures into a few pieces of clothing and accessories on a doll. In that sense, Mattel succeeds. They’re giving us the world, whether you like or not.

For more commentary from Loren, check back often. Views expressed in this column are solely those of the author and do not necessarily reflect the views of The Toy Book as a whole. We hope that you will share your comments and feedback below. Until next time!

Start Your Engines and Zip Around with Turbo

Turbo is a high-velocity 3-D comedy about an ordinary snail who dares to dream big and fast.

After a freak accident miraculously gives him the power of super-speed, Turbo kicks his dreaming into overdrive and embarks on an extraordinary journey to achieve the seemingly impossible: competing in most famous auto race in the world. But not everyone thinks this mollusk has the muscle to make it to the winners circle, and it’s only with the help of his tricked-out streetwise snail crew that this ultimate underdog proves that no dream is too big, and no dreamer too small.

Check out the movie trailer!

Mattel and DreamWorks Animation bring the story to life with toys capturing key movie moments and characters so kids can play out favorite scenes or create their own adventures.

For more information about Turbo, visit www.turbomovie.com. Check out the roundup of fun, new Turbo toys below!

  • Turbo Shell Racers Vehicles: Featuring character favorites from the movie, kids can be just like Turbo playing out their own adventures with snail racing speed. The collectible character two-packs feature racing action in “snail scale” size that make Turbo Shell Racers perfect for anytime, anywhere play. The complete set has more than a dozen snail characters for the ultimate race showdown.
  • Turbo Stunt Set Assortment: The action-packed Turbo Stunt Set assortment is the perfect place to park, race, and play with Turbo Shell Racers vehicles. The assortment includes two challenging sets that bring big movie moments to life in the playroom. The “Ring of Fire” set has a harrowing vertical loop that must be braved in order to launch through a ring of fire while the “Zip Line Stunt Race” set recreates a key competition scene in the film.

For more information on Mattel toys, visit http://mattelbrandsmedia.com.

COMMENTARY: Nineties Nostalgia

Ah, to be a kid again. In some ways, being an editor at The Toy Book lets me get close. Last week, we spent several days reviewing and testing product submissions for our spring edition of The Toy Insider. Over the weekend, a friend compared this to “Big,” a movie in which a boy magically gets the body of a grown man and becomes wildly successful in the toy industry. His young mind provided valuable insight that can fade as we become adults. This thought prompted me to reminisce about some of my favorite toys growing up.

Skip-It: I think the commercial may have had a lot to do with how much fun I perceived this toy to be; nonetheless, I loved my Skip-It. I had it in pink, and my sister had it in yellow. The idea was to skip over it as you swung it around your ankle, while the ball at the end kept count of the skips. The counter was far from accurate, but it still made for some fierce competition.

Christine.April2_5Barbie Beauty Bath: Of the countless Barbie play sets, dolls, and accessories I accumulated as a child, the Barbie Beauty Bath goes down as one of my favorites. The set featured a tub, showerhead, and tile-like back wall, and the shower actually functioned by pumping water through the showerhead.

Creepy Crawlers: Although I can’t recall the commercial for this one, I do remember it being the driving force behind this request. Kids would pour the liquid into the bug-shaped molds, and then, after they set, they became squishy, gummy-like bug figures. This was great, until a family friend ruined his suit after accidentally placing his arm into the wet mold. Oops.

Christine.April2_4Cherry Merry Muffin: Cherry Merry Muffin and her friends were named for their respective scents. Each doll came with several accessories that girls could collect and use on the dolls or themselves.

Puppy Surprise: This was an exciting plush toy because it came in several colors, and the number of puppies in the dog’s belly was a mystery until the toy came out of the box. It came with up to five individual plush puppies inside, and the tummy pocket was a great place to store the puppies or other small objects. (Or Halloween candy for forbidden bedtime consumption…not that I did that…okay, I did that.)

What were some of your favorite toys? If you have kids, do they like any of the same things? Let us know in the comment section!

For more commentary from Christine, check back each Tuesday afternoon. Views expressed in this column are solely those of the author and do not necessarily reflect the views of The Toy Book as a whole. We hope that you will share your comments and feedback below. Until next time!

Mattel’s UNO Game to Become Television Game Show

Mattel and The Gurin Co. have partnered to create UNO: the Game Show, a fast-paced, high-stakes show based on the classic card game. UNO: the Game Show transforms the popular card game into a game show in which players match colors, numbers, and wits for a shot at a cash prize. The format will be available as a half-hour daily game show with a $100,000 jackpot and an hour-long primetime version in which players compete for $1 million. The Gurin Co. has secured worldwide television rights to the game and will be distributing the format for the first time at MIPTV in Cannes, France.

UNO: the Game Show was created by Caleb Nelson and Tim Sheridan and developed for TV by Phil Gurin. It will be produced by The Gurin Co. in association with Mattel Inc.

TV’s Newest Turbo-Charged Superhero Debuts with 26-Episode Series on Disney XD

Image converted using ImgCvtMattel brings its latest action hero property to boys across the country with Max Steel, a new CGI animated TV series premiering on March 25 at 4 p.m. on Disney XD. The animated series follows the life and times of a teenage boy named Maxwell McGrath and his out-of-this-world alien companion, Steel, as they overcome trials and tribulations, demonstrating teamwork and perseverance along the way.

The TV series is the cornerstone of a multi-platform action-adventure entertainment franchise from Mattel and is co-produced by FremantleMedia Kids & Family Entertainment. Max Steel also has a dynamic web destination, featuring interactive gameplay, videos, and character engagement. [Read more...]

National CASA Association, Toy Industry Foundation Launch National Partnership with Volunteer Event

National CASA (Court Appointed Special Advocates) Association and the Toy Industry Foundation have partnered at the national level to provide toys and increase the number of trained CASA volunteers to benefit children in the foster care system. The Toy Industry Foundation will donate more than 25,000 toys to CASA this year. The launch of this partnership will take place at the Toy Industry Foundation’s Play Your Part volunteer event on April 5 in Los Angeles.

National CASA, a network of 946 community based programs that recruit, train, and support citizen-volunteers to advocate for the best interests of abused and neglected children in courtrooms and communities, will be working with CASA programs across the country to identify and distribute the donated toys to children in the foster care system.

Former foster youth, CASA volunteers, and special guests will share their personal stories at Play Your Part, joining more than 100 Toy Industry Foundation volunteers from Southern California toy companies to package and sort more than 16,000 toys for local foster youth. Walmart is donating the use of two tractor-trailers to ship toys to destinations throughout Southern California, and World Vision has donated the space for the event. Mattel, Leapfrog Enterprises, Funrise Toy Corporation, and Women in Toys are additional event sponsors.

COMMENTARY: Toys Are More Fun Than Candy

Mattel’s North American team recently kicked off an Easter program called Save the Bunny, which launched with a clever celebrity PSA. The concept is to promote giving toys, rather than copious amounts of candy, for Easter. As part of the promotion, consumers who visit www.savechocolatebunnies.com will have a chance to win a Mattel toy every day this month, download exclusive coupons on toys from Mattel brands like Barbie, Hot Wheels, Fisher-Price, and Thomas & Friends, and win grand prize money.

As a parent and someone who loves toys, I whole-hardheartedly agree with this idea. Not only does my 3 year old not need a giant chocolate bunny, gallons of jelly beans, and piles of fluffy marshmallow chicks (OK, I’ll admit this is making me hungry), but I know from experience that I won’t actually let her eat it all, and I’ll end up eating it, which isn’t exactly part of my summer bikini plan (though I’m pregnant, so what’s the difference, right?). Anyway, she will have a lot more fun if I limit the candy to a few of her favorites, and fill that basket—er, strongly suggest the Easter Bunny fill that basket—with toys!

For retailers, signage suggesting spring/summer toys to fill Easter baskets should already be up, but it’s not too late! Many consumers wait until the last-minute to shop, especially with the holiday coming earlier this year. A special display of spring-like, small, basket-sized items makes shopping easy and promotes quick sales. The pharmacies already do this, toy stores should too! [Read more...]

Barbie Celebrates 54 Years as the No. 1 Fashion Doll

Photographer Krista Borden Stylist Sheryl Fedrick Job 1249463 RetoucherIn celebration of the Barbie doll’s 54th birthday, dolls of all ages can commemorate their own special day with the new Birthday Wishes Barbie Doll. Barbie celebrated on March 9, the same day the famous doll made her first appearance at the New York Toy Fair in 1959. The new Birthday Wishes doll is available now at BarbieCollector.com and at retailers nationwide.