The Toy Book celebrates 40 years on the pulse of play with a look back at some of the features and editorials published between 1984 and 2024. Some content may not match modern editorial style, standards, or formatting.
From The Toy Book, Volume 1, No. 1. Originally published February 1985.
Why a New Trade Magazine?
by MILT SCHULMAN, executive editor, and NORBERT BROWN, editor
We are proud and delighted to begin publication of THE TOY BOOK, a different kind of toy trade publication. In a time of major and often confusing changes in the toy industry, we hope to better clarify your buying challenges and more clearly define your merchandising opportunities.
Why a new toy trade magazine? Primarily because you need a lot of basic information, well organized, at those key times of the year when you make your buying decisions. You need to know what toy products are available in the categories for which you buy; what promotions will support these products, and who are your best sources of supply. You need to find this information quickly and easily, so that you can use it in the most effective manner.
That is the fundamental premise of THE TOY BOOK. We will publish six times a year-exactly when you need this information most.
We call THE TOY BOOK “A Toy Department in Print” because it is designed to reflect exactly how you do your buying. Each month we will provide you with extensive new product information in 14 key product categories. Unlike other toy trade magazines, this information will be presented by category, rather than manufacturer. You will be able to turn to the specific product category section you seek, and find descriptions of new toys that can best round out your merchandising mix.
Several regular features will also appear in these product category sections. One is “Meet Your Manufacturer,” which aims to acquaint you with a key manufacturer in that specific product area. It contains a brief profile of the company, as well as comments from the manufacturer on trends in his or her segment of the market. We are well aware that buying responsibilities frequently change at the mass merchandise chains. Consequently, each year there are a number of new toy buyers on the scene Through this feature we will introduce new buyers to the many toy companies that can fill their buying needs, as well as remind veteran buyers of the manufacturing expertise of these companies
Another regular feature to appear is “What’s Hot?” Based on confidential sales information provided by manufacturers to THE TOY BOOK, it contains tips on current fast-selling items in each of the 14 product categories. This feature is designed to keep you up to date on leading sellers (whether TV-advertised or not), so that you will not miss out on a profit-making opportunity.
While focusing heavily on new products and promotions, THE TOY BOOK will also contain feature articles on current trends in the toy industry, and will cover in-depth aspects of the industry that are often overlooked. For example, our Rapping With the Reps page recognizes the valuable, ongoing contributions to the industry of manufacturers’ representatives and their regional associations. It contains comments from reps nationwide, and includes news of their associations’ activities.
In addition, THE TOY BOOK will regularly feature news and comments from the Toy Manufacturers of America and its president, Doug Thomson, as the association continues to address major topics of concern in the manufacturing community.
In its various aspects, THE TOY BOOK will reflect the energetic creativity and unique dedication of the toy industry. We believe we will be an important reference source for all its buyer readers. We look forward to serving you, and encourage your comments on what you would like to see in THE TOY BOOK.
The Toy Book, Volume 40, No. 1 arrives February 26, 2024.
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