Global Toy News

Social Media Fits All Sizes at New York Toy Fair

 

 

 

 

The top takeaway I got from this year’s fun and exciting New York Toy Fair is that having your social media presence during events and trade shows is vital with live tweets and exclusive updates about your product.  And if you have a new product, getting Mommy Bloggers involved is key.

The Mommy Bloggers have been buzzing about new toys from NYTF. There were many Mommy events where the moms raked in the freebies. Many manufacturers sponsored major Mommy Blogger events, treating the Moms like royalty and showering them with goodies.

The Mom Bloggers then have reciprocated by giving honest reviews on product, contests with their loyal followers, Twitter parties and generally spreading positive accolades about the toys they reviewed.

Check out websites like Dad Does, Hoo-dee-Hoo, Momma in Flip Flops, The Little Style File and Mom to Bed by 8 to see what some members of this increasingly influential group are talking about. Melissa and Doug had some really terrific events at Toy Fair, along with other manufacturers like Razor, Mattel, Think Fun and Citiblocs. No matter if you're a large company or small company, you can always have a social media presence. A strong social media presence is more important than ever when it comes to drawing their attention to your product. 

The storytellers

 

 

 

 

Gina Manola is an inventor and the owner of CALICO, www.calico-kids.com, an award-winning, design studio offering product development, design, branding, and marketing to companies in the toy, game, gift and educational markets. Gina has developed successful toy, game and gift products for the specialty and mass markets and her work has been honored by “100 Best Children’s Products” and “10 Best Socially Responsible Products.” 

 

As a designer and packager of toys and games, I often think about how they influence a child’s imagination. Like the opening scene in a book or movie, toys and their packaging establish a narrative that can signal what kind of play a child might experience.

 So what kinds of narratives are we establishing? It depends on the toy or game and some are more loaded than others. Thankfully, there are a variety of options to choose from. I'm a firm believer that the toys and games we give our children communicate to them what we value, and in turn, what we hope they will value. I wrote a bit about this in a previous post titled, "The Fashion Action Doll.” http://calico-kids.com/wp/?p=271

Some narratives are open-ended, some are layered, and others have specific narratives built in. All have value to children and their development. There are lots of great stories being told, and arguably, some stories we might want to rewrite. As developers of products for children, we simply need to be aware and judge for ourselves which narratives merit handing down from generation to generation. 

What communicates these narratives? In a word, everything in and on the box, i.e., the gender of the children pictured at play on the packaging, the product, its name and marketing copy, packaging graphics and objects depicted.

TED Talks on Play

Many of us enjoy and find inspiration in TED Talks. You may be surprised how many TED Talks are about the importance of play. Some are posted below. Also interesting is that few of the speakers are part of our industry.

We need to find ways to promote play as something good for you like eating vegetables. (Have you had your four to six servings of play today?)  You’ve heard me say that toy/game inventors should be celebrated as authors, musicians, chefs, etc. Celebrating our inventors publicly is just one way to raise the profile of our industry and the importance of play.

Steve Keil and other TED speakers believe play can change the world for the better. It is documented that it can make you healthier, smarter, more productive, more social and happier (did you know most serial killers did not play as children – check out Stuart Brown’s TED talk).

Steve says we need a Play Revolution and that it can revitalize the economy, education and society. I’m with him. Watch his video below.

TED Talks on play. Bios taken from TED:

Steve Keil: A Manifesto for Play, for Bulgaria and Beyond

Steve says:

-We need a revolution. That the more we play, the bigger our brains are… and we develop more emotional maturity if we play more.

-We develop better decision-making ability if we play more. 

-Bears that play more survive longer, not the bears that learn how to fish better.

 

How to fix the TOTY Awards

In my last posting, I spoke about my concerns regarding the TOTY Awards.  Simply put, too few companies win too many awards.  So, what can be done?  Here is an idea:  Make the awards about people instead of products and companies.

Mattel is not going to get a raise, Hasbro is not going to get a date and Leapfrog is not going to get into a better college because they won a TOTY.  Why, because they’re not people.  In fact, not one of these companies is going to sell a single additional unit of product because of the awards.  They are timed to fall almost two months after Christmas, so for all extents and purposes the awards are after the fact. 

So, instead of honoring the toy, honor the people who invent the toy; design the toy; manufacture the toy, market the toy and sell the toy.  Think about it for a minute: someone had to go out and sell that toy.  If they had not, it would never have gotten to market.  So, wouldn’t it be nice to honor the man or woman who invested the intelligence, the time, the hard work, the energy and the focus to sell the toy? 

So how about these awards categories:

Let’s Fix the Toy of the Year Awards

The Toy Industry Association is to be congratulated for putting on a successful Toy Fair.    According to the TIA, there were 100,000+ products on display and nearly 1,100 exhibitors.  It appears that we have a healthy industry made up of a wide variety of companies. 

So here is the big question, how is it possible that out of 100,000+ products and almost 1100 exhibitors Mattel managed to win 40% of the TOTY (Toy of the Year) awards?  How is it that 70% of the awards given out went to three publicly traded toy companies (Mattel, Hasbro and Leapfrog)?

And it’s not just this year.  Last year 80% of the awards went to four publicly traded companies (Hasbro, Mattel, Crayola and Leapfrog).

To get a comparison, consider the Nuremberg Toy Fair (Spielwarenmesse) awards.  This year’s winners (there were only 4) were Micro Mobility Systems, Spin Master, Lego and Hutter Trade GmbH.  Last years were (there were five) were Yookidoo, Vtech, Upper Deck, Revell and Playmobil.  I love the fact that I have never heard of some of these companies.

So what’s wrong with the TOTY awards?  Well, we know that the TIA has tried to open up the process; we know that those who vote for the awards do so in good faith and we know that these companies do indeed make great products; it is an honest exercise.  That’s the problem.  No matter how honest it is there is something wrong with the process when so few companies win so many awards.

Major Changes to the Patent Laws; what you need to know

The toy industry is built upon intellectual property protections.  Let’s face it; no one is going to take the time and money to invent something new if they can lose the rights to what they created.  That is why it is important that everyone is aware of the most sweeping changes of patent laws in the last 50 years. 

According to a New York Times article written by Eilene Zimmerman, “Business Owners Adjusting to Overhaul of Patent System,” the “America Invents Act” makes several key changes to existing patent law.  It will phase in over an 18 month period that will finalize in March of 2013.  Here are the three most important changes:

First to File

Before the "America Invents Act", patents generally went to the person who invented first. Starting next year, patents will be issued according to who files for the patent first.  This appears to have been a contentious change as it means inventors will need to spend more money and spend it earlier.  On the other hand, if you have patented an invention, you are now protected against someone coming along with drawings that show that they actually thought of your idea before you did.

Inventor of the Pinball Double Flipper Dies at 100

As those of you who read me know, I love mechanical games.  Whether it is Electric Football (I was fair), Stiga Hockey (I was fantastic) or Pinball (I was once called one of the worst flipper men in the world).  That comment was made early in my pinball career (I eventually became quite adept) but the comment must still sting as I thought of it when I read an obituary in today’s New York Times:  “Steve Kordek, a Pinball Innovator, Dies at 100.”

It seems that Kordek invented the double flipper, the element in pinball that makes it the great game it is.  Anyone who has played the game knows the feeling of letting the ball slide down the flipper until it almost rolls off the end when, BANG, you catch it just right and send it flying  into the bumpers and bells at the top of the table.  The shiny steel ball rapidly bangs back and forth; setting off a racket and making the scoreboard frantically roll your score higher and higher.  Everyone who has played also knows the feeling of just missing the ball and watching it plunk hopelessly out the bottom and out of play.

I had frankly never heard of Steve Kordek .  According to the obit, prior to the double flipper there was an awkward and expensive six flipper system.  Kordek’s genius was in coming up with a less expensive two flipper system that provided far more control over the ball.

China’s Big Box Retail Revolution; The "Wal-Mart Effect"

I subscribe to China Daily in part because I want to see how the Chinese see the world.    The newspaper provides insights on China’s state of mind and on how they see us in the west.  Take for an example a very interesting article entitled “China's retail revolution benefits all.”

The article looks at what the author sees as a revolution in Chinese retailing.  He sees China as following the American model which reflects what he calls the “Wal-Mart Effect” which he presents in very positive terms.  In fact, he sees it as a key component in U.S. economic power.  Here is how he describes it:

"The growth of a technically sophisticated, highly competitive retail and distribution sector in the US over the past 50 years was the largest single contributor to the strong productivity growth there. The combination of economies of scale, modern information and telecommunications technology, and rigorously applied modern business practices, all in pursuit of greater efficiency and consumer satisfaction, has made modern retailing a powerful engine for competitiveness and economic growth in the US as well as in many other countries."

How Exhibitors Fared at Toy Fair

 

 

 

 

As the final hours ticked down to the end of Toy Fair, I made a final trek around the show floor getting reactions, suggestions and feedback from exhibitors about their four-day stint at Javits.

The overall consensus was that the mood was upbeat and the aisles busier. Attendance was certainly up with many reporting that a broader range of media (particularly bloggers) made for a more congested show. Even on the last day when the aisles typically feel more like vacant lots, people scurried about finishing up last minute appointments and trying to pencil in some new ones.

The broad range of contacts for first-time exhibitor Fairy Dust Ltd. was an unexpected surprise. "There was such a wide range of different contacts here such as manufacturer reps, inventors and all kinds of press. These groups provide a benefit to us and we made so many contacts that I hope will lead to new business after the show," said David Grau, director of manufacturing for the company that specializes in creating make-your-own glitter-based bath and body products for both girls. A boys' line of mud scrub and mad lab has also been added.

While another first time exhibitor Ron Finch, president of Bike Brightz, maker of light-up bicycle accessories, didn't have a lot of expectations, he thought the show was good and his products such as a lighted wire that wraps around the bicycle frame received a good response. 

David Stern, president of Bubble Thing, felt his location adjacent to the press room impacted the traffic that he and his other late registrants experienced. "I didn't write as many orders, but I did have a lot of interest from reps and international distributors. The show's diverse retail base has also allowed us to improve our understanding of how to deal with the mass market."

The less than ideal location also effected late registrants like Webb Candy with national sales manager Matt Montgomery reporting that "traffic was light" to see products such as Quick Milk Straws, custom made mints and other novelty candy items.

The Outdoor Toy Awards; Toyology Goes Outside, Gets Active

 

 

Peter Jenkinson, a journalist with over 10 years experience writing on toys and technology for several national UK titles as well as many online outlets, operates an online .tv show devoted to toys and one of the leading toy review websites. Often called upon by broadcasters to wax lyrical about his favorite subject, toys, he is well known in the UK and Europe as a leading toy expert.

The outdoor toy category grew by an impressive 12% last year. Interestingly, it wasn't a particularly balmy summer nor were there any major events of the sporting variety that might have been responsible; just seems that good old-fashioned get up, out and active found some new followers.

The market better hold its breath in 2012. Perhaps we're over optimistic, but with the arrival of the Olympics on our shores and the European football finals further to the east, it is hard not to be.

This important super-category has every chance of being the soaraway sales success it should be in this sporty year. Yes, there is an element of "weather permitting," but the inspiration of the aforementioned events is going to have an upside impact.

Upon research we found not a single dedicated event to this sector, and so, we embarked upon setting up the 1st Outdoor Toy Awards, and now we're accepting entries.

Rather than follow the standard (and effective/respected) judging methods, we're bringing a huge amount of energy to the awards by having a group of up to 50 kids from 5+ outdoors with all the entries interacting not only with the playthings, but with each other for a few hours. An afternoon off school for them all, approved by the headmaster as part of their curriculum.

Joining them will be a panel of high-profile journalists and a handful of teachers to assist the kids post-play in talking about key play points and scoring each toy. In addition we'll be introducing our "Fun-ometer" which is going to be a key metric on the score sheet and involves the kids letting loose with their screams and shouts to move its "meter."

Wal-Mart Doubles Down on China Domestic Market

This just in from USA Today, Wal-Mart has decided to purhcase controlling interest in, Yihaodian, one of China's fastest growing on line retailers.  According to the article entitled, "Wa-Mart Takes Controlling Stake of Chinese Retail Website," Yihaodian sells more than 180,000 products, including groceries, electronics and apparel. It has expanded rapidly since it was founded in July 2008. It has 5,400 employees and a next-day delivery network across Shanghai, Beijing, Guangzhou, Wuhan and Chengdu."

The Product is Not the Product

After this most recent Toy Fair excursion it has occurred to me again that the product is not the product. As product designers by training, we may think that it is, of course. It makes sense, but it is not quite true.   

The ultimate product that we create is the relationship that we build and maintain with companies and individuals. That relationship is built by service to the client, and a great product is only a part of that service. We provide the product that our clients need and want, we assist them in the development of that product, and we help them bring the product successfully to market.    

Will Spin Master Rule the Skies?

I am fascinated by the narrowing gap between what is a toy and what is “the real thing.”  Case in point:  Drones.  A drone is an unmanned flying vehicle and they have been seeing a great deal of action over Pakistan and Afghanistan. 

Those drones are meant to kill enemy combatants but what about civilian drones that are designed to do more benign things mapping the neighborhood or catching speeders.  It seems that the skies may soon be full of drones thanks to a new federal law outlined in a New York Times article entitled:  “Drones Set sights on U.S. Skies.” 

Here is how the article puts it:

A new federal law… compels the Federal Aviation Administration to allow drones to be used for all sorts of commercial endeavors — from selling real estate and dusting crops, to monitoring oil spills and wildlife, even shooting Hollywood films. Local police and emergency services will also be freer to send up their own drones.

European Toy Exports and Imports; What We Can Learn

There is a lot to be learned by studying where toy exports and imports flow.  That is why I think this breakdown of European exports and imports by country has a lot to say to Americans (by that I mean all of the Americas), Europeans and Asians.  It was generated by the T.I.E. (Toy Industries of Europe) and it provides an interesting look at from where and to whom the 27 EU Member States are shipping toys.

Let’s look at the exports.

US	17.1%
Switzerland	15.9%
Russia	11.3%
Norway	7.8%
Australia	7.7%
Japan	6.1%
Turkey	2.5%
South-Korea	2.5%
Hong Kong	2.0%
Canada	1.8%

I am not surprised by the U.S. figures but I am very impressed by the exports going to Russia.  I constantly hear that Russia is a growing market but this certainly make the case.  How many companies in Asia and the Americas are exporting to Russia?  It would be interesting to know.

Toy Fair 2012: Animal Spirits

“… [A] large proportion of our positive activities depend on spontaneous optimism rather than mathematical expectations….Most, probably, of our decisions to do something positive… can only be taken as the result of animal spirits – a spontaneous urge to action rather than inaction.”

            John Maynard Keynes - The General Theory of Employment, Interest and Money

I love the notion of “Animal Spirits” because it is such a powerful concept.  It is the irrational exuberance that people get when they believe in the future and are willing to bet on it.

I think we saw “Animal Spirits” alive and well on the floor of the Javits Center this week.

As I spoke to excited exhibitors on Tuesday and Wednesday the conversation turned from the dramatically increased attendance to the equally dramatic increase in order writing.  Exhibitor after exhibitor spoke of business at the show being up, way up, over previous years.  They spoke of retailers not just placing orders but placing orders in record numbers.  One exhibitor came up to me, and with great emotion, said that this year’s Toy Fair made all of the his work for the last ten years worthwhile. 

Toy Fair Still Fun for Industry Veteran

 

 

 

The year was 1963 when Ron Tuchman attended his first Toy Fair. Back then, he travelled from showroom to showroom at 200 5th Avenue, 1107 Broadway and The New Yorker Hotel looking at everything from Dawn dolls from Topper Toys and record players from Vanity Fair Electronics Corp. to Tricky Tommy Turtle from Remco which was "high tech at the time," joked Tuchman.

The trip quickly became a yearly pilgrimage for the Chicago native with Tuchman meeting with over 100 companies during his two and half week stint, plus a few days afterwards to write orders. To date, he has never missed a Toy Fair.

"Things are so different now because you have to wait until you get back from the show to first make calls to set up appointments and then try to negotiate the deal. Years ago, the majority of deals you worked were at Toy Fair so when you got back to your office, you were ready to roll," he said.

        

Tuchman has seen, and made major contributions to, the evolution of the toy industry. Of particular note was being part of the original team that created Toys "R"Us, which he describes as a "legend and icon in the toy industry."

Some backstory: In his early years, Tuchman worked first as a buyer and then as vp and head of merchandising for Children's Bargain Town USA, a Chicago-based chain. Interstate Department Stores acquired Children's Supermart (owned by Charles Lazarus) in 1966 and then took Children's Bargain Town into the fold two years later. Both companies were eventually rebranded to the Toys "R" Us moniker.

Named senior vice president of purchasing at Toys "R" Us, he spent the next 25 years learning the ins and outs of the highly competitive business. "We were part and parcel of the retail and manufacturers that brought our industry into the mass market. Before that, toys were carried by a mix of specialty and mass market retailers such as Sears, Macy's, Gimbels and Marshall Fields. The truth is that without Toys "R" Us, the Mattel's and Hasbro's of the country would not have flourished and grown as they did," he said.

New York Toy Fair 2012: Where Did All These People Come From?

For the first time in years, it is at times hard to walk down the aisles of Toy Fair.  The food courts are overflowing, the lines for food and coat check are long and the bathrooms are full.   I have spoken to a great number of people and all are musing over the question.  “Where did all these people come from?”

What particularly impresses is that it wasn’t just Sunday.  Sunday typically has higher attendance figures because smaller, regional retailers drive in for the day.  But Monday, yes Monday, was also crowded.

So where did all these people come from?  It’s not like the economy or the toy industry is booming.  Retailers had inventory carry over and the toy industry was reported to have been down 2% last year (NPD).

Kids' Non-Profit Makes "Street" Wise Decisions

 

 

 

Fusing fun with a healthy dose of education and life lessons remains a constant in Sesame Workshop's mission for teaching today's preschoolers. Yet behind-the-scenes, the non-profit organization has been busy tweaking its strategies appointing a new master toy licensee, expanding the reach of its international programming, and creating new ways to address key consumer and demographic trends.

The switch to Hasbro from Mattel to lead the manufacturing and marketing of its toys and co-branded games in December 2009 was a major move for the company. Maura Regan, svp and gm of global consumer products, described the deal as "typical in the industry, we evaluate partnerships from time to time and it made sense to have a change. It was a big decision, but a strategic one as we wanted a year-round retail presence."

Less than one year after the ink dried on the new 10-year global strategic alliance, products arrived on shelves, an accomplishment that Regan marvels at. "We launched 81 products with Hasbro over the past year and I am amazed at what a broad mix of products they were able to produce in such a short time."

In the long term, the partnership could yield the company exposure on The Hub, a programming venture launched between Hasbro and Discovery Communications in fall 2010 that reaches nearly 61 million households. No doubt the workshop's famous cast of furry characters could find a good home alongside other preschool faves such as The WotWots, The Adventures of Chuck & Friends and My Little Pony Friendship is Magic. Add that to its already robust viewership of 82 million kids in the United States and penetration nearly doubles.

International markets are another focus with programming in over 140 countries far and wide with content and characters reflecting the unique socioeconomic climate of each market. The latest market to join others like "Sesame Tree" in Northern Ireland, "Jalan Sesama" in Indonesia, "Galli Galli Sim Sim" in India and "Vila Sesamo" in Brazil is Pakistan with SimSimHamara. The show was created by Rafi Peer Theatre Workshop in collaboration with Sesame Workshop with funding from the United States Agency for International Development. Along with language and numeracy skills, the show promotes basic life skills, healthy habits, mutual respect and understanding, and a lifelong love of learning for children.

Small Town Girl With Big City Smarts

 

 

Operating a successful Midwestern public relations company that competes head-to-head with some of the leading big city firms might seem overwhelming; that is, if you don't know Lisa Orman.

The energetic and truly devoted president and founder of Madison, Wis.-based KidStuff Public Relations is a spin doctor extraordinaire using big city smarts to support her growing portfolio of 23 clients, some first-time manufacturers.

"Obviously, if a New York- or LA-based client wants a local agency that they can see face-to-face often, then I won’t compete for that. But for clients who are comfortable that we live and work in a virtual world, and have team members scattered around the country and globe, who are looking for rates at half to a third or less than big city agencies charge, we are a great fit. We have been hired often because a client is in the Midwest themselves,  or have been in their past, and they prefer the Midwestern work and cultural ethic. They also like that we are in the central time zone, readily available to other time zones," said Orman.

Speaking of time, Orman spends nearly 97% of hers at her desk reading through nearly 250 viable emails daily, scouring toy industry and professional trades to keep up with the latest trends, and most importantly, crafting strategies that will create a sense of urgency among journalists, retailers, and ultimately consumers, to seek out and purchase her clients' products.

      

A strong infrastructure also keeps things running efficiently with good business tools like Quickbooks for invoicing, Inflow for inventory management of client samples, UPS Worldship to send product samples out professionally and efficiently, the fastest Internet service available in the area, managed IP phone service, Skype, the most up-to-date software for photography, documents, etc. A redesign of its website is also done every few years.

It seems to be working as her clients have been the recipients of NAPPA Gold Awards, Parents’ Choice Awards, the Family Fun Toy of the Year, and the Good Housekeeping’s Good Buy Award. Personally, Orman has been featured in PR Week, honored with two Wonder Women in Toys Awards, and was featured in Wisconsin Woman magazine.

"I have learned that in order to be successful and help your clients' thrive, you need to always do as you promise and do it well. It isn't always easy because some clients don't understand how sacred relationships are with the reporter who may need a sample ASAP, a quote to round out a story or a key piece of information on deadline," said the mother of Emily, 17 and Jack, 14.

Being sensitive to the needs of the press stems from her own seven-year stint as a writer for publications such as the Des Moines Register, Wall Street Journal, Newsweek and USA. She also spent time as a retail and media strategic marketing consultant, traveling the world to see and learn about the best retail concepts in the marketplace.

Keys to Successful Toy Packaging

 

 

 

Jill Chase has been an Art Director creating eye-popping graphics for the toy industry for over 15 years. Starting her graphic design career in publishing, she learned paper engineering for pop-up books, which developed into a unique perspective for designing product packaging. She has had the opportunity to apply her fresh approach to design and marketing to brands such as Power Rangers, Terminator and Family Guy.

In this super competitive atmosphere of the toy world, it's so important to get your packaging just right. It isn't enough to have a good product. If the packaging isn't great, it might not even make it to the toy aisle, let alone get on the shelf and go home with someone. A great package gives the toy a perceived added value, and a bad one can make it look cheap. In our more than 15 years creating branding for the toy industry, we have come up with some universal truths about great packaging.

 1. Know your brand.

This might seem obvious, but it's so important to immerse yourself in your brand and really feel it. If it's a movie or TV license, you can't fake it, you need to really watch it, and know it. Your branding will have a verisimilitude that can't be achieved by just reading a synopsis or script. When we worked on Michael Jackson packaging, we constantly had MJ videos playing in the background, and when we worked on Terminator, we worked to the sounds of the action movies.

 2. Know your market.

Again, this may seem obvious, but it's important. If your product is aimed at an 8-year-old boy, it helps if you can really channel that 8-year-old boy inside yourself. We really never grew up, so it's not hard for us. This gets tricky when the brand is really aimed at an older audience than your market. This happens. For instance, a movie such as Terminator might be a brand that can be a bit dark at first glance. Coming up with a look that satisfies both the brand and the market is a tricky tightrope act.

3. Know the competition.

I don't want to dwell too much on what others are doing, but you have to know what's out there to stand out from the crowd. What seems like a great design solution in the isolation of your studio might seem quite stale when you see it in the context of the shelf, next to the competition. What is your product’s point of differentiation? Can I highlight that difference more?

Secrets to Surviving Toy Fair

 

 

 

Have you found yourself saying "there's got to be a better way" as you wrestle through the crowds, try to catch that ever elusive taxi or hunt for something palatable during mealtime at Javits Center during Toy Fair.

You are not alone as thousands who attend the annual trade show also grapple with these same challenges.

With this in mind, I asked Toy Fair veterans far and wide to divulge their deepest, darkest (alright maybe not so deep and dark), but nonetheless, useful secrets for surviving during those trying four days.

Here's what they said!

Leslye Schaefer, svp marketing & consumer products, Scholastic Media

"For my fellow female colleagues, it’s a must to wear comfortable shoes. The lower the heel the better! For everyone, be prepared for snow. Over the years, it has snowed during Toy Fair numerous times. Warm coats and boots are a good idea. Also, getting a cab outside of the Javits Center is tough at the end of the day. Make arrangements for a car service or hop on one of the Toy Fair buses to a hotel/midtown or a location where cabs will be more readily available."

Eric Levin, division head, Techno Source

"Toy Fair is unlike any other trade show out there. It's a grown-up's playground and you need to have fun. It's about bringing products to life for attendees through exciting play experiences. We always order the most padding possible for beneath our carpet to keep attendees' feet happy ."

Jen Derevensky, president of Ren Beanie Public Relations

"Alternate your shoes. Even comfortable shoes can hurt your feet after a full day of walking all over Javits and standing during showroom tours (not to mention hauling it through the streets of NYC!), so I always bring a second pair in my purse or laptop bag to change into midday. I find that alternating keeps my feet from hurting too much in one spot...and having happy feet makes for a much more successful show! I always carry snacks like almonds and high protein granola bars. They help keep your energy up, especially where there's no time to eat between appointments.

David Blanchard, director of sales & marketing, The Haywire Group, Inc.

"Purell liberally and stay hydrated! Take it from one who spent the latter half of Toy Fair last year a lovely shade of green."

The Wooden Block Renaissance

Lego doesn’t just dominate the construction toy section; it dominates the conversation about the entire category.  That’s why it was interesting to read a piece a New York Times article about the resurgence of traditional wooden blocks.

The article by Kyle Spencer, entitled “With Blocks Educators Go Back to Basics,” describes “…a renewed faith in unit blocks — those basic, indestructible wooden toys creaed in the early 1900s…” The article uses terms like “block artists, “block consultants,” “block centers,” and block labs,” to describe the elements of what one educator describes as an educational “religion around blocks.”

Now that the schools are getting the “religion” so are toy companies.  It appears that “…Becker and Lakeshore added more than a dozen block-related products to their catalog this year.”

But why the almost fanatical interest in an old favorite?  Well it appears that some believe “blocks

Revealing the Wonder of Women in Toys

 

 

 

Genna Rosenberg is the executive vice president, marketing, communications and business development for Imperial Toy, a leading maker of licensed and non-licensed kids’ bubbles, seasonal products, toys and novelties. Rosenberg also acts as an ambassador to some of the world's most widely known licensed brands from power house IP holders, including Disney, Hasbro, Mattel, Sanrio, MGA, HIT Entertainment, Nickelodeon and more.  Rosenberg has a personal passion for philanthropy and serves on the Board of Directors for Women in Toys, the Toy Industry Foundation and Camp Ronald McDonald for Good Times.

 

Richard: You have a big event coming up during Toy Fair. Can you tell us about it?

Genna: The 8th Annual Wonder Women of Toys, Licensing and Entertainment is a Women in Toys event being held this weekend. This year, we will honor more than 50 of the most influential and impactful women business leaders in toys, licensing and children's entertainment. This will be a totally new event as my co-chair Ashley Mady from Brandberry and I are really switching things up this year.We have an all-new venue, The Light House at Pier 60, which has stunning floor to ceiling windows overlooking the New York skyline, a gourmet menu by famed NY caterer Abigail Kirsch, entertainment by the fabulous Champian Fulton, a valuable silent auction and more for our guests. The response has been amazing, and we've almost tripled our attendees for this year already.  People can still buy tickets at the womenintoys.com website.  

Richard: Can you tell our readers a little about Women In Toys, and where do you see WIT going under your leadership?  

Genna: Women in Toys is a member organization and a powerful networking tool for both men and women.  WIT provides social and informative events that give folks at all levels a place to learn about new trends, and to network with potential new business partners.  We also seek out ways to recognize the accomplishments of people who are making their mark on toys, licensing or the entertainment industry, as we do through our Wonder Women Awards.  The Women in Toys Foundation provides scholarships for future toy industry leaders; young women who are studying toy design at colleges around the world.  We have WIT chapters all over the world, including the US, Canada, Scandinavia, even Israel, and this powerful network helps facilitate collaboration and business amongst our wide membership base.   From toymakers to filmmakers, from branding or ad agencies to design studios, from veteran entrepreneurs and rainmakers to rising stars of all types, we are actively working to engage women who "play" in all areas of toys, licensing and entertainment.  I believe WIT and networking opportunities in general are what you make of them.  I have put in the time to attend events, have enjoyed every minute of them, and have cultivated some amazing relationships as a result. As an organization, we are looking to engage more people of every age and level, however, we know that powerhouse young people are the future leaders of our industry and will take WIT to new heights.

Pinterest: I Need a 12-Step Program

There, I’ve said it.  I am addicted to Pinterest.  Social media maven Mary Kay Russell led me here a few weeks ago.  Although I didn’t want to add yet another social media addiction to my already full plate of Facebook, LinkedIn and Twitter, I am now spending more time on Pinterest than the rest combined.  In part, because it is new; but also because it is incredibly fun and useful on many levels.  And the more time I spend on it, the more I can see why it could be hugely beneficial to the toy business – especially for retailers – from the big guys to the small brick & mortar stores. 

So what is Pinterest?  And why should toy retailers be interested in it?  Pinterest is an online “social” site that lets users collect images they find online and offline – onto virtual bulletin boards that they can categorize and organize however they wish (i.e. home décor, recipes, party planning, TOYS I MUST BUY).  Find something you want to buy?  Or maybe a DIY project you want to try?  How about a recipe you’d like to save?  Grab the image and “pin” it onto one of your boards.  The social part (this is where it gets addicting) comes into play when the user starts to window shop on Pinterest.  Users can follow each other’s boards, and images can be shared or “repinned”, commented on, or “liked”.  If a user wants to find out more about an item or make a purchase, they can click on the image and it’ll take them to the originating site.

I now have over 25 boards with over 1,000 images – and the list is growing.  As you might have guessed, among my 25 boards are Toy and Game Inventors, Chicago Toy & Game Exhibitors, Kid Inventors and My Favorite Toy Stores.   I no longer need to keep notes about places I want to go, recipes I want to try, decorating ideas, books I want to read, unusual wine corks, videos I like, etc.  It’s all there for me when I want it, in an organized system that I understand and can access from anywhere, anytime.

Beyond Play: Behind the Scenes with Toy Testers Part II

 

 

 

Anna van Slee began her career in multi-media journalism, focused on bringing science news to the public in an entertaining way. Through her experience with comic books and storytelling she came to Kunoichi, where she leads creative strategies that make multi-platform toy brands more meaningful and successful. Check out Kunoichi at www.kunoichi.com, and connect with Anna at
http://www.linkedin.com/in/annavanslee.

AM Testing & Services primarily performs compliance testing, which is divided into three categories: physical, chemical and flammability. Collecting samples for the chemical testing leaves behind some bizarre leftovers: rubber ducks with cutout faces, dolls with scratched-out eyes, wheel-less trucks. If not for the legal implications, AMTS could open an exceptional art gallery.

 But AMTS looks more like a lab than an art gallery. It's difficult not to think of the AMC show "Breaking Bad” when speaking with Mike Bauer, AMTS’s director of technical services. Like the shows' hero, Walter White, Bauer is quite accomplished: He currently holds three U.S. patents. Also like Walt, Bauer has some very cool machines in his lab, such as the one he uses to analyze toy paint samples. First, the sample is dissolved in acid to mimic human digestive juices. Then, it’s filtered into a vial and placed in the ICPOES (optical emissions spectrometer) which shoots the sample into a fire and measures the light emissions coming off the flame. These wavelengths can reveal heavy metals. “Basically, it’s a furnace with an electric eye that looks at the results,” Bauer summed up. The whole procedure takes place in what looks like a massive blue and white microwave. It’s delightfully impressive, compared with the miniscule technology of everyday life.

However, nothing steps outside of everyday life like the physical abuse tests. The AMTS testers get to pull, twist, drop and intentionally try to break the toys they evaluate. Both before and after this stress testing, the toy and any pieces that did break off are measured against a cylindrical opening that indicates how large an object must be to not present a choking hazard.

AMTS has an army of tiny articulated metal probes that they explore toys with, assessing where a child-sized finger could reach. This investigation requires both expertise and imagination. “I play with everything,” Bauer said. “It helps to understand the developmental stages of children - depending on how old a child is, they will use [the toy] differently.”

Toy Fair: The Gathering of the Tribes

I have gotten so many requests to repeat this piece that each year, the week before Toy Fair, I post it.  I am still excited, how about you?

Every year at this time I get that sense of anticipation knowing that our tribal get together, Toy Fair, is about to commence.  In my mind’s eye, I can look out into the distance and can almost see them coming:  The Toy and Game Inventors, Designers, Packagers, Publicists, Manufacturers, Retailers, Advertisers, Journalists, Agents and Sales Representatives.

They will gather on the floor of the Jacob Javits Center as well as in parties, bars and restaurants all over town.  The Women In Toys banquet, the ASTRA get together, the TOTY Awards, Mary Couzin’s ChiTAG NYC Get-Together Get-Together and countless other parties and celebrations will be happening all over the city.

Beyond Play: Behind the Scenes with Toy Testers Part I

 

 

 

Anna van Slee began her career in multi-media journalism, focused on bringing science news to the public in an entertaining way. Through her experience with comic books and storytelling she came to Kunoichi, where she leads creative strategies that make multi-platform toy brands more meaningful and successful. Check out Kunoichi at www.kunoichi.com, and connect with Anna at http://www.linkedin.com/in/annavanslee.

From concept sketches to marketing, some steps in the toy development process get more attention than others, although perhaps none are more overlooked than testing. These are the people who get to break stuff for a living. They are scientists who tweak, twist, probe, drop and set ablaze the contents of the American toy box. Meet Santa’s unsung heroes: AM Testing & Services. 

About 60% of the products that the company reviews are toys. Compared with other consumer products, toys have the strictest regulations - and the younger the child, the stricter the standards. Seeking insight on this essential and low-profile profession, I traveled to AMTS’s lab in Alsip, IL., where six intrepid lab testing employees wile away the day with inductively coupled plasma, gas chromatography-mass spectrometry and rubber duckies. 

AMTS’s testing falls under two categories: compliance testing, and everything else. Compliance testing determines whether the product meets the applicable federal, state and European-mandated standards. "Everything else" goes beyond that, usually focusing on the toys' longevity. For instance, how many times do you think shoppers can press the "Try Me" button on an action figure package before the battery runs out? AMTS gets to actually push the "Try Me" ad infinitum (or build a machine that does it for them at a measurable rate) until the battery dies. And that's just the tip of the awesome iceberg.

Let's focus on the iceberg metaphor for a moment, because it's an apt description of compliance testing. Like the Titanic, most toymakers don’t see it coming. And unprepared ships can sink. Major toy companies have entire departments dedicated to testing, but smaller toymakers don't have those resources on staff. Enter Ozzie Cartagena, AMTS Testing Consultant. Cartagena handles the initial stages of the testing process - Consultation/Evaluation and Scope - helping toymakers chart a course around the proverbial iceberg.

Nuremberg 2012; Price rears its ugly head

While here in Nuremberg I have found that the lingering effects of the recession plus continuing problems in Spain, Portugal, Greece, Ireland and Italy are having an impact on business in Europe.  In the past, the toy business in Europe has always been about quality first and price second.  I am not prepared to say that that those two elements have reversed themselves but change is in the air.

In discussions with manufacturers and retailers, the issue of retailers pushing for lower and lowest pricing continued to come up.  It is sad but understandable. 

There appears to be two major causes: 

Large, price driven retailers are becoming bigger and are throwing their weight around.  Call it the Wal-Mart effect but when buying power goes up prices come down. 

Unemployment rates are as low as 25% in some countries (and 50% among young adults).  This plus severe economic conditions are forcing consumers to pinch pennies.

That being said, there was something rather noble about Europe’s love affair with its high quality toys.   I have always admired their desire to make legacy toys (toys that last for generations) over landfill toys (those that last for days).

Designing and inventing toys is like a box of chocolates

 

 

 

Peter A. Wachtel, Chief Creative Kid @KidToyology is an award-winning designer, inventor, teacher, and president of Toy Association of Southern California www.coroflot.com/kidtoyology. Follow KID Toyology on Facebook, LinkedIn & Twitter.

I always loved toys, and even play with my kids' toys. So when I became a toy designer and inventor, it was like eating chocolates, but sometimes you didn’t know what you were going to get.

When designing or inventing toys, be it an action figure, doll, plush toy, game, vehicle or water toy - it’s a little like the lottery. By this I mean that when you start out, you may have something particular in mind, but as the process continues new information, new technology or needs come into play making it necessary to adapt your design or invention to fit. I think the process is exciting, and you learn to adapt as you design.

You may start out in one direction or many, and then the world and your life’s experiences start to mold the toy in new directions. The toy has a life of its own, and your journey takes you down a road where you find little treasures of information along the way. Sometimes your design or invention works out even better than expected, like finding gold in the river; and sometimes you find out that your idea was nothing more than a mirage or some artifact that is worthless.

Here’s one example… One day I was designing some Tonka vehicles. Almost every truck in the world has been made by Tonka - dump trucks, cement mixers, bulldozers, cranes, etc. But Tonka wanted something new, innovative and different. I thought I could create a modern vehicle, yet at its core it would still be a dump truck, cement mixer, bulldozer or crane that looked new - but not innovative.

  As luck would have it, my street was blocked one day as construction crews put in a new road. I parked my car and began the two block walk towards home. It was no big deal, and actually worked out pretty well. As I got closer to home, smelling the fresh asphalt, and seeing all the construction vehicles - a ditch witch, a steam roller and a drill truck as well as a few others it hit me - what if the new Tonka vehicle was a hybrid construction vehicle that looks cool and has multiple functions. The next day I started on the designs and ended up with a steam rolling, drilling and grinding monster of a machine. My boss loved it, it worked great, and it went into production! You may of heard of it the “Tonka Road Constructor” the No. 1 sku for Tonka that year and winner of a few awards.

It just goes to show that you may start out in one direction, but then the world and your life’s experiences start to mold the toy in new directions, and that designing and inventing toys is like a box of chocolates - you never know what you are gonna get!

Why Twitter is a must-have at Toy Fair

 

 

 

Samantha Martin is the founder and ceo of Media Maison, a New York City full-service public relations firm. As a third-generation toy industry specialist who works one-on-one with Hong Kong’s top toy manufacturer, she has a deep grasp of the ever-changing toy business, and is uniquely qualified to provide her clients with the benefit of her industry knowledge, expertise, and far-reaching personal connections both in media and the toy industry.  Sam can be reached at samantha@mediamaison.com.

Twitter has fast become a favorite tool to drive booth traffic at trade shows – and Toy Fair 2012 is no exception.  In fact, after a quick Twitter search, I found more people than ever buzzing about the show. Expect to see attendees using Twitter as the communication tool of choice to keep up with what’s going on at the Javits Center, and to get the scoop on meet-ups and after-parties.  With so much online chatter adding to the collective Toy Fair buzz, you’ll definitely want to join in. Not only is it a great way to drive traffic to your booth, but it can also help make for a terrific Toy Fair experience – for your company and your brand. 

Here are some tips to help you get your Toy Fair Twitter groove on:

Most Important: Use Hashtags – Hashtags have become the gold standard for tracking what’s happening before, during, and after trade shows and conferences.  Why?  They’re beneficial for drawing attention to the show, your company, and for enticing attendees into your booth.   So what’s a hashtag and how is it used?  It’s pretty simple.  A hashtag is a set of characters that include the ‘pound’ or ‘number’ sign with a word or phrase after it.  For example, the official hashtag of NY Toy Fair 2012 is #TF12.  Hashtags are inserted within the 140 characters of your tweet – usually at the end.  Their key function is create trending topics on Twitter – topics that get more popular the more often they’re tweeted by a large and diverse number of people, and then to help users organize and track the topics.  Think of trending topics as “Most Discussed Hashtags,” or “Active Discussion Topics,” and it’ll make more sense.  You’ll want to come up with a hashtag for your brand or company and begin a trending topic of your own.  Keep it as simple as possible – remember you’ve only got 140 characters in a tweet.  If your company name is The Best Game in Town, don’t use #thebestgameintown.  Use something like #bestgame instead.  And be sure to remind your customers, retailers, Twitter followers and Facebook Fans of your hashtag often – on your website, blog, in pre-show promotions, newsletters, and your tweets during the show. 

A sample tweet using hashtags would look something like this:  We’re giving away a free iPad in 15 min. Head over to Booth 1234 for a chance to win! #bestgame #TF12

Track What’s Happening – Now that you have hashtags down, you’ll want to track them.  Twitter Search is the easiest way to do that.  Just type in the hashtag (i.e. #TF12) and Twitter will show search results starting with the most recent.  Another great tool for using and monitoring Twitter is Tweetdeck – a free Adobe AIR download that lets you set up columns to track tweets based on search items.   Tweetdeck allows you to set up as many as 10 columns where you can follow tweets based on criteria you set.  So if you search for #TF12 or #bestgame, a column will appear showing all the latest tweets using that hashtag – and it will automatically update for you. 

Nuremberg: Greece surprises, Russia impresses and Germany grows

Greetings from Nuremberg.  I have been having some very interesting conversations with exhibitors and attendees.  For example, I was surprised to discover that one major toy company’s biggest increases this year were in Greece.  Greece, as we know, has been suffering major economic problems so I had to ask; why the increase?  The answer is that while adults are cutting back on trips, restaurants, etc., they are buying for their children.  There is concern that the children will emotionally suffer from the economic downturn so the parents want to cushion the blow through play.  I guess the toy industry really is recession resistant.

The perfect pitch: 10 PR tips for small toy & game firms

 

 

 

Samantha Martin is the founder and ceo of Media Maison, a New York City full-service public relations firm. As a third-generation toy industry specialist who works one-on-one with Hong Kong’s top toy manufacturer, she has a deep grasp of the ever-changing toy business, and is uniquely qualified to provide her clients with the benefit of her industry knowledge, expertise, and far-reaching personal connections both in media and the toy industry.  Sam can be reached at samantha@mediamaison.com.

Your business is your baby. It’s your pride and joy. And like most people, you believe your baby is The Greatest Thing in the World. But when an editor or producer says “pass,” it can be pretty hurtful.

Here’s the deal: You need to get over it. It’s not personal. It’s business. The harsh truth is that most media outlets do not have any interest in helping to sell your product.  They’re looking for solid news and features that will interest their readers. Your best defense is to know your odds before you get into the PR game.    

The chances of getting your product on national television or in a major print publication are slim at best unless you have a celebrity endorsement, or Dr. Oz just announced that playing with your game will result in a 10-lb. weight loss or shave five years off your age.

Editors, journalists and producers get hundreds of email pitches each day, and receive hundreds of products each month to review. How can they possibly go through them all? In truth, they can’t. And, they don’t.

To make matters worse, even if you’ve researched the media outlet and the journalist, memorized their editorial calendar, are on top of trending topics to pitch, and have written the most eye-catching pitch letter known to man – you still can’t possibly know everything that’s going on in that editor’s office, and due to circumstances out of your control, you may never get a response. Whether or not something will hit is just an educated guess.  More to the point – a crap shoot.   

So why do PR?  Because nothing will sell more toys than public relations done well. If you consistently pitch the right story to the right media outlet, it will work and you’ll get results.

Ready to dig in?  Here’s a top 10 tip list to get your perfect pitch off the ground:

1. Answer this question before you pitch:  “Why should the reporter care?”  If you don’t know, you’re not ready to pitch.  Know your journalist, producer or blogger; know their beat.

2. Be a source, not a sore spot.  For the media to choose your story, focus on how the journalist and his or her reader/viewer/listener will benefit; not you, your product or your business. Give the writer something their audience will WANT to read, and you’ll be a hero.

3. Don’t be boring. Have at least five different story angles for your product.  Did you invent it? What inspired you?  Great travel toy/game? Family Game Night favorite? Fun for college-bound students? Craft a pitch for each.  Bonus:  Linking your storyline with some basic human emotion such as (love, hope, fear) helps as well.

4.Think of your product as an onion. Don’t just concentrate on getting profile pieces from major media outlets. Peel back your product’s layers to reveal the many ways your story can be told through television, radio, newspapers, magazines, online publications or blogs. And even among outlets there are many options like national, regional, local, community, trade, religious and niche (i.e. ethnic, senior, special needs, etc.).  Pitch outside the box.

DRTV – WHERE CAN IT TAKE YOUR PRODUCT OR BRAND?

Direct Response Television is one of those phenomena that are an unavoidable part of modern life for anyone who watches television.  Yet, few of us know much about the nuts and bolts of actually preparing and running one not to mention whether it is something that makes sense for our products.  That is why I asked Robert Yusim, the leading expert on direct response in the toy & youth categories, to write a blog about it.

Rob began his career working directly with Raymond Kives one of the founders of K-Tel and Quality Dino Entertainment. In 2006 Rob crossed over into the toy category and started Spin Direct, Spin Master Ltd's DRTV division, with the launches of Rocket Fishing Rod, Moon Sand, Storm Launcher and Reflex Heli. Over the past 5 years Rob has launched or licensed over 100 toy product campaigns in the US, Canada and UK. In 2010 Rob launched Product Counsel to provide complete turnkey DRTV services to clients, with emphasis in the toy & youth marketplace & to assist companies and inventors with licensing out their products.  

Over the last several years, I’ve had the opportunity to meet with a large number of companies within the industry. These companies range from being very small companies, to mid-tier companies with some significant retail presence, to major players, with tremendous shelf space and influence at retail. Most admit that they know little about DRTV and how it can fit into their product or brand strategies. No matter the scale of company, I always point out that DRTV can be an opportunity for all companies no matter their size or level of influence in the marketplace.

For invention companies, start-ups & small companies, that don’t have significant access to mass retail distribution, DRTV is a relatively low cost way to enter the market and test products to see if there can be greater opportunities. For as little as $100K, plus inventory a company can produce a DRTV spot, set up a backend and test media to see if the consumer response to a product is as strong as they hope it can be. If successful, the product then has a story for opening new doors for distribution and/or to receive further financing in order to take the product to the next level. Pillow Pets™ is a great example of a toy product that not only started out very small and leveraged DRTV for massive growth but it also kick started an entire category of transformational plush.

Nuremberg 2012; it's cold outside

I always love coming to this show.  There are so many toy companies here, the place is so huge, and the environment is so top flight, the show is run so professionally that it really reminds you of what a sophisticated and big industry the toy industry really is. 

After a full day here I can tell you two things:  It is cold, and I mean North Pole cold, and attendance is down.  The cold I can attest to from the experience of simply going outside.  The attendance I estimate based upon taxi driver comments, ease in getting into restaurants and traffic on the streets.