Toy trade shows are terrific places in which to catch a sneak peek of the next play product sure to take the marketplace by storm. Recently, I was covering China Toy Expo, sponsored by China Toy & Juvenile Products Association, which took place this past week at the Shanghai New International Expo Center in Shanghai. While the show featured plenty of toy brands that would be familiar to Westerners—many of them imported by Chinese companies for domestic distribution—there were also lots of Chinese toy manufacturers on-hand, bearing properties that they hope will do well at home.
And of course, if a product does well in its native market, one assumes there’s a good chance it will gain an international partner that will help it take the next step. Think of Lego, which began selling in Europe during the 1940s before expanding to North America during the ’60s. Not every new toy brand can be Lego, of course; however, it’s always fun to speculate on new products and their potential to become the next big global star due to built-in appeal, compelling features, etc. Here are a few domestically-made items from China Toy Expo, which in this author’s opinion, have a shot at breaking out worldwide.
World Peacekeepers, by M & C Toy Centre Ltd.: World Peacekeepers began life as realistic military toys with appeal to collectors, but for the second series, which recently arrived on store shelves, the action figures were shrunken down and given a sleeker look. More importantly, the series’ overall storyline became one of Chinese soldiers battling alien invaders bent on stealing the Earth’s energy resources. According to a representative from M & C Toy Centre Ltd., which licenses the property from Puzzle Animation Studio Ltd., the decision to adopt science-fiction/fantasy themes was made to appeal to the same audiences that enjoy Transformers in China—namely, boys ages 3 and up.
Currently, World Peacekeepers has limited distribution in North America; however, there are already plans to introduce the franchise to other regions and countries next year. They include Southeast Asia, the Middle East, South Africa, Russia, Turkey, and other parts of Europe. Regarding the toy line itself, it consists of action figures, vehicles, and role play accessories, such as weapons similar to the ones used by the series’ characters and villains. The figures boast a total of 18 points of articulation, including wrists, forearms, and knee joints.
The line’s evolution from military realism to something more fantastical is not so different from what actually happened with Hasbro’s G.I. Joe; thus, a blueprint for success does exist for World Peacekeepers. Meanwhile, the appeal of toys that let boys role play as empowered superheroes certainly hasn’t gone away, what with the enduring popularity of G.I. Joe, Transformers, etc. A partially 3-D, CGI-animated series launched in China on October 4, and if the TV show makes its way to these shores, that could help the line make a bigger splash in North America. Ultimately, however, only time will tell if World Peacekeepers protects the planet or actually takes it over.
Dream Beyond blocks, from Dream Beyond: Speaking of Lego, Dream Beyond also consists of blocks in various sizes and colors, which can combine together to make animals, objects, or whatever else a child imagines. While that probably sounds no different from what other construction toy lines offer, here’s the thing to remember about this particular product, which already has dedicated retail stores in the Chinese cities of Shenzhen and Dalian: The blocks are soft and huge. Any of the recommended sculptures built from Dream Beyond’s various sets are likely to be durable and whimsically appealing to look at, though possibly too heavy for display on, say, a kid’s shelf.
According to representatives from the eponymous company, which is based out of Hong Kong, the idea for the toy came from a lack of outdoor playgrounds in Chinese cities. With Dream Beyond, the goal is for kids to be able to play indoors with a toy that provides the means for physical activity, as well as an outlet for creativity. As such, the recommended amount of space is at least 20 square meters—to accommodate a total of 10 kids—and the aforementioned retail shops each contain a large play area. The company’s goal is to build a total of 100 indoor playgrounds throughout China’s urban areas within the next two years, each measuring as large as 2,000 square meters and featuring Dream Beyond.
The blocks are all manufactured from ethylene vinyl acetate plastic and imported from Taiwan. While Dream Beyond has been deemed safe for sale in China, the company still needs the proper license to enter the U.S. market, though it hopes to being doing so next year. In my opinion, should that happen, Dream Beyond stands a great chance of becoming a major success on these shores, thanks to a combination of strong design, the enduring appeal of the construction toy genre, and the need to get American children up and active. A toy that inspires creativity and physical play, and doesn’t require leaving behind the conveniences of the city? Sounds like a dream.
For more commentary from Phil, 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!
