Industry leaders, retailers, and manufacturers weigh in on toy trends, changes, and more in The Toy Book’s annual State of the Industry Q&A.
LAURA ZEBERSKY, Chief Commercial Officer, Jazwares
Spending in video games increased 24 percent in the third quarter. How does this affect the toy industry?
The increased popularity of video games is amazing for the toy industry—it’s bringing new consumers into the toy aisle. These players are fully committed to the games they are playing, and spend countless hours honing their skill set, exploring endless opportunities of customization, participating in storytelling, and diving into multi-player interaction. Players are thrilled to have product dedicated to their favorite characters and in-game experience.
Some of the hottest toys this year were based on multiplatform games and YouTube content. Do you expect this trend to continue in 2019?
This trend will undoubtedly become more dominant in 2019 and beyond. Content consumption has completely changed; kids of all ages are engaged in new ways. From multiplayer games and phenomenon of influencer unboxing videos to creating their own content, this year’s hottest toys all prove that kids want to replicate that digital experience.
Jazwares signed on as master toy licensee for several properties in 2018, including Feisty Pets and Angry Birds. What are the differences in creating proprietary product lines versus licensed products?
The process between a licensed product and proprietary toy launch is very different. With more than 20 years in the industry, Jazwares prides itself as an expert on bringing licensed properties to life. In doing so, we become responsible for someone else’s content, which requires a complete understanding of that brand’s DNA. We are very focused on the authentic translation of the brand while providing the best customer experience, innovation, and on-shelf longevity. This is a special talent and speaks to who we are as a company. Creating proprietary lines is uniquely challenging and rewarding, as you are starting from scratch without the benefit of existing content, fans, and history. You start with a blank page, which is exciting, but most definitely daunting.
