China Toy Fair


COMMENTARY: So Long Spice Girls–Introducing The Beatrix Girls

There were the Dixie Chicks, the Spice Girls, and even The Pussy Cat Dolls. But now, there’s an all-new girls’ band with its sight set on taking over the world—The Beatrix Girls. If you haven’t heard of this 12-inch fashion doll phenomenon (similar to the likes of Monster High dolls and Barbie), it’s a line of collectable pop star dolls that create, sing, and play their own original music.

The Beatrix Girls BandLark, the fiery redhead and bassist of the band, loves extreme sports like surfing and snowboarding, but most of all she loves making music with her best friends, The Beatrix Girls. As all of the girls flaunt their own style, Lark loves to be dressed up in ripped jeans, combat boots, and pretty much anything that’s not pink. She is, for many reasons, my favorite, but I wouldn’t go as far as to say that she was my inspiration in dying my hair red—or would I? [Read more...]

The Toy Book’s NY Toy Fair Editorial Coverage – Request for Submissions!

It’s that time of year again! We are now collecting editorial submissions for The Toy Book‘s February New York Toy Fair issue! The deadline is December 20.

The Toy Book‘s February Toy Fair issue will feature coverage of what retail buyers should check out at the show. Please submit product info and high-res 300 dpi images for products that are NEW FOR 2014 ONLY. Due to the large number of submissions we receive, our requirements have changed. Please click “Read more…” to carefully review all of our submission rules and find out where to submit. Thanks! [Read more...]

COMMENTARY: Making a List and Checking It Twice

In case you haven’t noticed, it’s that time of year again. Time to deck the halls, brave the malls, trim the tree, visit family—and if you’re a kid, it’s time to get serious about that Christmas list.

As we get older, our wish lists shift to more practical items, or fewer (and often more expensive) indulgences. Sometimes it seems like just yesterday that my list included such fantasies as a horse like the one from the Billy and Blaze book series, an RV (a real one), a ride-on car, and other obnoxious requests.

Not everything was ridiculous or out of my parents’ price range, however. One Christmas I was delighted when Santa brought me a coveted doll that I’d had my eye on for months. Another year, Barbie’s shoe store made it down the chimney, to much jumping around and “YESSSS!!!”-ing. And the year that presents filled a shiny new Radio Flyer red wagon and overflowed all over the floor goes down as one of the most memorable of all.

Times have changed, and so have the requests of kids as they add, edit, erase, and perfect what may be the most important document of the year before carefully addressing it to the North Pole and sending it off to the big man himself. Here are a few gifts, old and new, that are sure to excite and delight the kids of today as they did us kids of yesteryear.

Screen Shot 2013-12-03 at 10.45.00 AM

The red wagon from my Christmas past was a simple, classic steel wagon that I thought was just the best ever. Now, Radio Flyer’s Build-a-Wagon offers customers the chance to design their wagon to their own unique specifications. Through the website, users can choose from the classic steel-and-wood design or modern plastic, quiet-ride or rugged rubber tires, and accessories including canopies, umbrellas, seat pads, and an MP3 player. [Read more...]

Super Duper Publications Begins Selling Through Two New Accounts

Super Duper PublicationsSuper Duper Publications offers a variety of unique educational materials that benefit teachers, therapy professionals, and parents for use with children. Super Duper’s products are also available at superduperinc.com; however, through two new partnerships with Quill and Staples, products can now also be purchased at Quill.com and Staples.com.

Super Duper gears its products to kids ages 3 to 12, with an emphasis on children with special needs and communication or language delays. The products can be used with children at home, in the classroom, or in a therapy setting.

COMMENTARY: It’s Alive! Cool Tech Brings Animal Toys to Life

Kids are always begging for pets, especially around the holidays. “Can I have a puppy?” “I want a pony!” I’m sure you’re hearing it all. But if you’re not ready to make that huge commitment to a pet and a messy house (and perhaps all of the dog-walking responsibilities), new technology that’s available is truly bringing animal toys to life.

Hexbug Nano V2 Black Hole

Hexbug Nano V2 Black Hole

The Hexbug line, from Innovation First, has used new tech to make robotic Hexbug critters that crawl on battery power. Two of the company’s newest lines expand upon this technology to make it even better. The Hexbug Nano V2 critters are gravity-defying bugs that can climb vertically through tubes. The Hexbug Nano V2 Black Hole play set, the Nano V2 bugs can climb vertically, horizontally, and around corners. Kids can unleash their creativity by customizing the design and layout of the three-story set. The play set also comes with special accessories including a spiral tube and a black funnel.

The Hexbugs Aquabot line features robotic fish that really swim in water. The micro-robotic creatures have Smart Fish technology that allows it to swim, dive, and change directions. You don’t have to worry about feeding it or cleaning its tank. Aqua bots are available in five translucent colors and designed for kids ages 3 and up. [Read more...]

Q&A with Michael Lillioja, President of Creata

CrocPot for PRCreata recently launched its new brand, Monster 500, exclusively at Toys “R” Us . The line features 10 characters that race for one of five teams in the Monster 500 speed competition. Each character will be sold as a small, 3-inch die-cast vehicle, but customers can also collect select large character feature vehicles standing 4 inches high and 5 inches long. Two play sets are also available.

The Toy Book had the opportunity to speak with Michael Lillioja, president of Creata, about thew new brand, and what launching its own brand meant for the future of Creata.

The Toy Book: Monster 500 is the first line that is produced by Creata as its own brand. What made you decide to launch your own brand after manufacturing for other companies for more than 30 years?

Michael Lillioja: Creata’s passion is toys. And we’re serious about fun. So it just seemed like a natural extension to use all of our expertise to create a line of toys that has the functions and features that kids expect today. We did a lot of research to make sure that Monster 500 provides the best experience possible.  

TBCan you describe the Monster 500 brand? What age groups is it for? Who is the target audience?

ML: Our target age-grading is kids ages 4 and up, with a sweet spot of 6- to10-year-old boys. Our secondary audience is the collectors or “fanboys.”

TB: Why did you decide on a Toys “R” Us exclusive?

ML: Toys “R” Us is the No. 1 specialty toy retailer that focuses exclusively on toys, and they are a great partner when it comes to launching a new product. We were fortunate to work with Toys “R” Us in the past, so it made perfect sense to continue that relationship with Monster 500. Our company history is rich with long-term partnerships. We see that the work we are doing on Monster 500 with Toys “R” Us is beneficial to both companies and has the potential to be a very long-term relationship.

Monster500screenshotTB: How does Monster 500 integrate classic physical play and new digital play? What sets it apart from other toys on the market that do this as well? 

ML: Every toy comes with a Monster Code that unlocks a virtual monster car in the free racing game app. It’s a best-in-class racing game experience, offered for free. And, with our “virtual blind box” unlock experience, you don’t know which Monster 500 character will be unleashed. It’s a surprise every time!

TB: What does the launch of Monster 500 mean for the future of your company? How has it changed the overall goals of the company? 

ML: Play patterns are changing. The Monster 500 launch is our recognition that the future of play will focus on the intersection of physical and digital. The creation of the Monster 500 line is an extension of Creata’s umbrella goal of adding play and fun to people’s lives.

Michael Lillioja is president of Creata, an insights-driven company working to bring brands and consumers together through play. Creata’s global brand activation capabilities include insights on how customers want to play; product design, development, and manufacturing; digital playground creation; and consumer promotion. Creata has 14 offices in 10 countries. www.creata.com.  

Nuremberg Toy Fair Editorial Submissions for the Toy Book

The Toy Book, the leading U.S. trade publication for the toy industry, is currently working on its Nuremberg International Toy Fair issue, which will be distributed at Spielwarenmesse 2014, and we want YOU to be a part of it. Are you exhibiting in Nuremberg in 2014? If so, please submit a description of any items you will be showing that are new for 2014, along with high-res 300 dpi product images, to submissions.toybook@gmail.com. The deadline is November 22.

**There is no fee for this editorial.**

BE SURE TO INCLUDE: 

  • YOUR HALL AND STAND NUMBER IN THIS FORMAT “Hall 1, Stand B-05-1″
  • Where and when product will be available for distribution (e.g. Available in North American in spring 2014 and globally beginning in fall 2014.)
  • A description of each new item/line you’d like us to cover
  • A high-res 300 dpi image for AT LEAST ONE ITEM you are submitting

[Read more...]

COMMENTARY: Not Your Average R/C Toys

Give a child a R/C controller, and he or she will be occupied for hours, steering or flying whatever device it is around the room or outside. Give a child an iPhone and chances are your contacts will end up being deleted, you’ll be left with 350 pictures of the inside of your little boy or girl’s mouth, and your phone will soon self destruct—but, that’s about to change.

There’s no denying that it’s now essentially encrypted in children’s nature to be intrigued by new technology at increasingly younger ages—and let’s face it, most of the time they get the hang of it a lot quicker than adults. But instead of parents discouraging their children from toying around with iPhones, iPads, and tablets (because they’re of course not toys, they’re high-tech adult equipment that are soo not used for playing Candy Crush), they can instead support a productive way to use such devices with these awesome toys.

I was first introduced to Orbotix’s Sphero 2.0 when someone in the office put it on my desk and said, “Here, play with this.” I looked at the box a little confused wondering what it was, and as I starSP0SPHERO003ted to read the instructions (very helpful to figuring out how toys work), I realized that this was, hands down, one of the coolest toys I’ve ever played with. It’s simply a ball, not a fancy monster truck with huge wheels and the ability to smash into the wall, crumble into pieces, and put itself back together all while singing jingle bells—or something like that. But, it’s a robotic ball with an engine and it’s really, really fast and controlled by your phone. You just download the Sphero app on your iPhone, iPad, iTouch, or android device and using a Bluetooth connection your device transforms into a control that propels Sphero at speeds up to seven feet per second across the room and off ramps. The driving accuracy really impressed me because I do tend to be a little spazzy with toys like these, but it was actually easy to maneuver the toy around bends and turns and what not. Sphero 2.0 also lights up in a variety of neon colors which looks as spectacular as it is to play. There are also a ton of other apps available to engage Sphero in a variety of games. [Read more...]

Delta Children Gives Thanks to Families of Soldiers

Delta ChildrenIn the spirit of Veteran’s Day and Thanksgiving, Delta Children gave thanks to those who sacrifice so much for the safety of our country by orchestrating a crib donation to the families of soldiers at Fort Drum. By teaming up with Golfers in Support of Our Troops, the two organizations will distribute cribs to the 2nd Battalion 87th Infantry Regiment to help ease the stress and holiday budgets for these families.

Delta Children recognizes the difficulty military families often face in preparing for a newborn while anticipating deployment, so as part of their Safe Sleep $1,000,000 crib giveaway campaign, Delta Children has not only committed to providing the highest product safety standards, but also to providing a safe-sleep environment for children.

The Toy Book Chats with Sherry Gunther-Shugarman, CEO, Popstar Club

I recently had the opportunity to chat with Sherry Gunther-Shugarman, CEO of Popstar Club, which is the manufacturer of the fresh, new doll line, The Beatrix Girls. Sherry gave me an overview of what makes her doll line so unique, and why girls are going to be clamoring for them this holiday season.

SherryGunther.BeatrixCEO

 

Where did you get the idea for Beatrix Girls?

The Beatrix Girls came out of the idea of tying music and dolls together. Ultimately the approach to this was to create a multiplatform brand that really reaches kids everywhere that they are, recognizing that kids are not just watching TV and they’re not just playing with dolls or toys, they’re not just online playing games or being social, they’re doing all of the above. A forward-thinking property really needed to have presence in all of those mediums and to have an integration between all of those formats ingrained in its DNA.

The webisodes are done in a very unique way. How did you come about using that style?

It’s interesting because the natural for me was to go with animation as I spent over 20 years in animation, but there were a lot of things that attracted me to doing it this way, creating webisodes that have the dolls featured interacting in real life. It comes out of the fact that the concept itself has the girls as real. So they’re real and they interact in our world. They’re a real pop star band, we9’re creating real music, not composed music like we would for a toy property or an animated show, but real, credible, pop music written by a platinum-winning writer/producer, mixed by a Grammy-winning engineer, so this is really relevant, today, great music and so we really want to sell them as true pop stars.

Animation oftentimes, especially when doing them based on a product or especially dolls, skews a little bit younger, and we really wanted to have the cool factor and have these be edgier. The medium that we used felt so much more current and fresh and innovative and YouTube generation-like and it felt much more fitting to the brand itself. It gives the dolls the credibility of being real in our world. They have a real human manager, they perform in real venues, so it allows us to play up that real factor for them. And then the scale gives us a lot of humor opportunities for 12-inch dolls interacting in a life-size world.

The really nice side effect that we found is that girls are really responding to the fact that they can relate to the way it was done because it was shot on purpose with hands showing and manipulating the dolls. The idea was that kids could really relate to it and feel like I can do that, I can get four dolls and with my friends create a scene and a scenario.

 

For some reason it reminds me of Mr. Bill, the old SNL skit.

That’s kind of what we were going for. We were going for rather than just sort of just straight, weak, almost too young-skewing animation. We wanted it to be edgier and quirky and fun and hilarious and this medium allowed us to do that, to have that feel to it.

[Read more...]