China Toy Fair


COMMENTARY: Role Play Toys Engage Kids in Superhero Action

It’s no secret that kids are extremely influenced by the characters they see in movies and on TV. Superheroes are particularly influential, with their mankind-saving tendencies and super-human abilities. The best thing about superheroes is that they appeal to kids and adults alike, since many of the iconic superheroes we know and love have been around for decades. Fisher-Price’s DC Super Friends line is geared toward kids as young as 3 years old, and Lego will introduce DC characters into its Duplo line for the first time this year. While play sets and building blocks are popular play patterns for kids and adding their favorite superheroes to the mix is a great way to get kids excited, the toys that make kids feel like they are becoming their favorite superhero are some of the most engaging toys on the market.

Everyone’s favorite friendly neighborhood Spider-Man is now back on the block with new enemies. The Amazing Spider-Man 2 opened in theaters Friday, May 2, and now kids can take home all of the web-slinging action, thanks to Hasbro’s intense line of role-play and action figure toys.

Marissa.May13.Hasbro.SPIDER-MAN-MOTORIZED-SPIDER-FORCE-WEB-BLASTERWith the wrist-mounted Motorized Spider Force Web Blaster, kids can fire foam discs featuring web embellishments up to 20 feet with rapid speed. Each Motorized Spider Force Web Blaster comes with 10 Nerf foam discs that can be stored in the storage compartment on the top of the toy so they won’t get lost. Don’t worry—the foam discs are harmless and don’t hurt if you get hit with them. Designed for kids ages 5 and up, kids can take on any villain with this fun role-play toy. I should also note—it’s unbelievably fun for adults, too (especially if you have kids around willing to scoop up the discs for you). Just don’t let the name fool you—there are no messy webs with this product, just soft, foam discs! [Read more...]

Lego Marvel Super Heroes Launches with Massive Character Line-up, Lego Big Figures

Lego.MarvelLego Marvel Super Heroes has launched in North America for the Xbox 360, PlayStation 3, Wii U, and Windows PC. Lego Marvel Super Heroes: Universe in Peril is also now available for the Nintendo 3DS and PS Vita handheld systems.

In Lego Marvel Super Heroes, players take on the role of their favorite Marvel characters, such as Spider-Man, Iron Man, Wolverine, Thor, Captain America, and the Hulk, as they assemble to battle some of the most menacing Marvel supervillains. More than 100 playable characters are unlockable, and players can also choose from bonus heroes, such as the Guardians of the Galaxy, the Punisher, Squirrel Girl, and Deadpool.

Lego Marvel Super Heroes offers players a chance to show off their super skills by using weapons, such as Captain America’s shield, Thor’s hammer, or Hawkeye’s bow, during action sequences. Players will also be introduced to different character super abilities, such as Doctor Strange’s magic powers, Professor X or Jean Grey’s mind control, and more. Lego Marvel Super Heroes features some of the more legendary locations from the Marvel Universe, including Iron Man’s Stark Tower headquarters and the Daily Bugle. For the first time in a Lego game, players can clobber and smash bricks with super-sized Lego big figures, including Colossus, Iron Man’s Hulkbuster Armor, and the Thing.

The handheld Lego Marvel Super Heroes: Universe in Peril offers a different gameplay experience that includes challenging time-based missions, performing combo moves, and getting assistance from your superpowered tag team partner.

COMMENTARY: Big Rewards for a Little Bit of Cash

Sometimes kids deserve a special little treat—whether they refrain from crying at the dentist, got an extra star on their homework assignment, or behaved well on a long shopping trip, it’s nice to reward them for good behavior. Candy is a cheap, instant, and enjoyable treat, but we all know kids can do with a little less sugar (and, in turn, fewer painful dentist visits!).  There are some great inexpensive toys with lots of play value that will help reward kids for good behavior without breaking the bank or causing cavities.

ABSW Telepods Jedi vs Sith Multi-PacksAngry Birds Star Wars Telepods, from Hasbro, are sold in two-figure packs for less than $10. Kids can teleport the collectible figures right into the Angry Birds Star Wars II app, from Rovio Entertainment, on iOS and Android devices. Each figure has a unique QR code on the bottom, so kids can distinguish their characters from their friends’, even if they have the same ones. With more than 30 figures to collect, Hasbro also has compatible play sets at higher price points. With both virtual and physical play, Telepods is a great choice for a quick treat that will keep kids engaged for a long time. [Read more...]

Rubie’s Develops Marvel Costume Line for U.S. and Canada

RubiesRubie’s Costume Co. Inc., a leading manufacturer and distributor of Halloween products, will be developing a line of Marvel costumes for the U.S. and Canada starting next year. Rubie’s currently produces Marvel product lines throughout Europe and other international markets.

Rubie’s plans to create a broad collection of Marvel Universe products for Halloween, including costumes, dress-up accessories, masks, makeup, high-end collector costumes and accessories, pet costumes, animatronic decorative props, costume shoes, seasonal décor, and more. Costume products will be available in toddler, child, tween, teen, and adult sizes.

The officially licensed products will encompass both classic Marvel properties and new Marvel films, including Captain America: The Winter Soldier, Guardians of the Galaxy, X-Men: Days of Future Past, Ant-Man, and The Avengers 2: Age of Ultron. Rubie’s will also produce costumes for the new ABC live-action TV series Marvel’s Agents of S.H.I.E.L.D.

Mattel and Dolphin Entertainment Develop Max Steel Film

MAX STEEL LOGODolphin Entertainment and Mattel, Inc. have partnered to develop a live-action, feature-length film of Max Steel based on Mattel’s franchise of the same name. The film will be produced by Dolphin Films and distributed in the U.S. by Open Road Films, with a wide release in theaters at the end of next year.

Created by Mattel, the Max Steel franchise spans multi-platform entertainment, toys, and consumer products. The film will introduce audiences to the world of Max Steel, in which teenager Maxwell McGrath and alien companion Steel combine special powers to generate superhero Max Steel. Bill O’Dowd and Julia Pistor will produce the film.