www.ToyFairNY.com

An Official Toy Industry Association, Inc. Publication Welcome to Toy Fair he United States is the world’s largest consumer of toys. The size of this market alone has been enough to make TIA’s American TInternational Toy Fair a destination event on the global toy buying circuit, drawing retailers from 100+ countries that are all keen to tap into the creative pulse of the North American marketplace. Dating back more than a century to meetings of buyers and sell- ers in the heart of New York’s toy district, Toy Fair has seen the launch of countless timeless treasures including Barbie, Mr. Potato Head, and Tickle Me Elmo. 110 years later, filling the city’s largest convention center and showrooms across Manhattan, it has become the ‘must attend’ event for more than 30,000 play professionals from around the world. Media and buyers comb our aisles in search of the next hit toy, game or property. Toy makers and designers sit side-by-side in our halls, educational sessions and social events with the retailers, brand owners, and entertainment executives that are powering the play patterns of tomorrow. From The LEGO Group’s perspective, we are proud to be an exhibitor and active participant in the full and productive Toy Fair week. From the Association’s perspective, we are proud to play host to the largest toy trade show in the Western Hemisphere. One of the magical aspects of Toy Fair is the simple fact that this massive sales and networking event transforms an entire city into a playground for the very industry that is ALWAYS young at heart. Your creativity and passion are inspiring. Toy Fair gives us all the chance to go along for the ride. Play Happens at Toy Fair… and so does business. We look forward to seeing you and wish you a prosperous show! n

Soren Torp Laursen Carter Keithley Chair, Toy Industry President, Toy Association and Industry President, Americas Association & Pacific, The LEGO Group What’s New at TIA 2013-2015 Strategic Plan n October 2012, the Toy Fiscal Health Industry Association (TIA) To maintain and strength- IBoard of Directors concluded en the fiscal health of the an intensive, six-month effort to Association while continuing develop a comprehensive new to enhance leadership efforts Strategic Plan for 2013-2015. in advocacy, industry repu- Developed with the input of tation enhancement, social Association members and con- responsibility, and standards stituents, the new plan contains and technical affairs

five tightly focused initiatives Global Market Access

designed to enhance member To launch new initiatives that N.J. Bellmawr,

value and growth while assuring support the global market ac- 1239 No. Permit

continuity and expansion across cess of North American toy PAID

U.S. POSTAGE U.S.

key areas: companies 10010 NY York New

1115 Broadway, Suite 400 Suite Broadway, 1115 PRSRT STD PRSRT continued on page 5 Inc. Association, Industry Toy INTRODUCING THE NEXT GENERATION OF

GRAVITY DEFYING ROBOTIC CREATURES

Warriors buzz into battle with snap-on mechanical armor, shock sensors and health meters.

TM

TM

Using a new patented technology, cars react to codes on the road with lights, sounds, movement, crashes and more!

COME SEE US AT BOOTH: 1951 COME SEE US AT BOOTH: 1951 INTRODUCING THE NEXT GENERATION OF

GRAVITY DEFYING ROBOTIC CREATURES

Warriors buzz into battle with snap-on mechanical armor, shock sensors and health meters.

TM

TM

Using a new patented technology, cars react to codes on the road with lights, sounds, movement, crashes and more!

COME SEE US AT BOOTH: 1951 COME SEE US AT BOOTH: 1951 4 february 10-13, 2013 | New york city 2013 Toy Trend Forecast Can’t wait until Toy Fair opens moving forward. We are able to becomes more inexpensive to entire lines for older kids. During on February 10th to discover keep the classics … bring back produce you will continue to see the “KGOY” (Kids Getting Older the hottest new toys, games and retro … and infuse new technol- our toys become more innova- Younger) phenomenon a few youth entertainment products of ogy … all at the same time. And tive. Technology is being used to years ago, the thought was older the year? of course we always leave some enhance play patterns and make kids were beyond the age of play- Before you room for surprises! the product more engaging or ing with toys and more interested dive into the “Everything old is new again” educational. It’s not a matter of in technology and electronics. thousands is a perfect description for one placing tech in every toy; it is us- Now it seems that socializing and of new toys of the major trends for 2013. ing technology in a way that is wanting to interact with others on display, Just like bell bottom jeans and going to make the toy even better. is paramount in the way older TIA trend neon colors, things loved by Just think a few years ago nobody kids are playing. A great example s p e c i a l i s t generations past can grab hold had ever heard of an “app” now is Words with Friends – kids are Adrienne of another generation decades we have a whole category of toys playing online (and offline with Appell of- later. Lately, a lot of nostalgic dedicated to them. I can’t wait to the traditional Hasbro game) Adrienne Appell Toy Trend Expert, fers some characters and brands are re- see what is next on the horizon! – but they aren’t playing alone. Toy Industry Association sneak peeks emerging to catch the eye of This is a big opportunity for the at the trends that will be spic- parents and grandparents and Toy Fair Times: So, what are toy industry. ing up store aisles in the coming bring back wonderful memories some of the “surprises” that might Licensed products are also months. of their own youth. There are also be in store for us at Toy Fair? continuing to grow in popular- so many toys that simply never ity, especially for the older crowd Toy Fair Times: Can you ex- go away – kids have always loved Adrienne Appell: Through (even adults!) who are attracted plain how and why toy trends puzzles, classic board games and preliminary trend-tracking, we’re to items based on favorite televi- change over time? stuffed animals. seeing that the industry is re- sion shows, pop culture icons or Toymakers are always look- ally starting to re-embrace the apps. Adrienne Appell: Toy trends ing for exciting new ways to take tween/teen market. While there are constantly evolving. We’re a their products to the next level have been toys and games tar- Toy Fair Times: What other el- bit of a hybrid of fashion, which – in terms of play value, produc- geted to this age group in the ements of pop culture are driving can often be cyclical, and tech- tion or technology components. past, the majority of toymakers toy trends in 2013? nology, which is constantly As technology advances and have shied away from developing

‘

www.ToyFairNY.com TOYFAIRNY.com 5 What’s New at TIA 2013-2015 Strategic Plan Adrienne Appell: The run- achievements or “just because” continueD From cover away success of reality television are perennially popular – espe- shows – particularly those that cially those that are a part of a Research celebrate the creativity, talent bigger world (think: small col- To build TIA’s in-house research capabilities and provide and skills of contestants – have lectible figurines). new industry data that will benefit membership across all inspired a new range of toys, Building on that trend, we categories games and crafts that encourage are seeing tons of low- to mod- Trade Shows kids to build skills across several erately-priced products that are To augment and expand the value of TIA’s industry trade shows areas, such as cooking, fashion, complex, engaging and most and events for all industry stakeholders, and address the design and performance arts. of all, practical! To give a rough needs of current and potential members; to foster worldwide Keep your eyes peeled for a idea of what I mean, picture a participation at U.S. shows through new programs that aid in HUGE selection of playthings nightlight – which can also be networking and business development that will get kids of all ages busy taken on the road as a portable External Affairs creating their own runway fash- flashlight – featuring a recorded To enhance TIA’s external affairs capabilities to proactively ions, concocting the trendiest bedtime story and music. This address issues such as globalization, social responsibility and and tastiest dessert and more! type of toy serves multiple pur- other emerging trends affecting the toy industry; to enhance poses, making it a great choice the image and position of the global toy industry Toy Fair Times: Looking back, for money-conscious parents. can you think of any ‘mainstay’ Stay tuned for TIA’s top trends The new plan builds upon a strong foundation laid by the 2010- trends from the past couple of for 2013 – which will be officially 2012 Strategic Plan, under which TIA restored its financial health, years? announced at Toy Fair. For trend augmented the value of events, expanded membership, built ad- spotting throughout the year, be vocacy capabilities, and enhanced its governance structure. Adrienne Appell: There are sure to visit ToyInfo.org. n “We will continue to build on our successes and capitalize on definitely some trends that our accomplishments as we move forward with our new Strategic aren’t going away anytime soon. Be sure to attend the TIA Plan,” said Carter Keithley, TIA President. “I look forward to Shoppers always love to purchase Annual General Meeting working with our growing membership base and ever-expanding toys that pack a lot of punch for – open to all interested toy in- constituencies to ensure that we are operating at a highly effi- the price. Lower priced items dustry professionals. Tuesday, cient and effective level and that TIA is best serving their evolving that can be gifted for everyday February 12th, 8:00am needs in the global toy industry.” n 6 february 10-13, 2013 | New york city PlayCon 2013: Be in The Know! lay professionals in search of new ideas and after co-locating with TIA’s Washington, DC Fly-In PlayCon 2013 inspiration will gather in Scottsdale, Arizona in 2012, this year’s conference will unveil exciting Committee Pfrom May 15-17, 2013 to attend PlayCon, new market research and unique reports through a the Toy Industry Association’s (TIA) International variety of seminars, panel discussions and interac- Bob Wann, Chair Conference of Play Professionals. tive workshops. Its social activities and networking Patch Products, Inc. An important part of TIA’s year-round Knowledge opportunities also give participants a chance to Shirley Price, Vice-Chair Network, PlayCon is a holistic conference that mingle with old friends and rub elbows Funrise Toy Corp. covers multiple pertinent top- with important new contacts. Lourdes Arocho ics – including sourcing, “If you want to be among the first Nickelodeon Consumer international expansion, in the toy and youth product in- Products licensing, consumer dustries to hear important Joel Berger insights, retailer strate- new – and often proprietary Cardinal Industries, Inc. gies and new business information – then you Kathleen Campisano building tools. The 2012 need to be at PlayCon,” Barnes & Noble event received rave re- said Marian Bossard, vice Mary Couzin views from participants president of meetings and Chicago Toy & Game for tackling the key issues events at the Toy Industry Group affecting their businesses. Association. “Past partici- Richard Gill “Toy industry thought-lead- pants are always telling us NH Contract Management ers and luminaries are carefully selected to that the program was filled with Richard Gottlieb speak at PlayCon. Each one brings practical, information they needed and could im- Global Toy Experts creative and stimulating ideas to the table,” said mediately put to use.” Sharon Hartley Bob Wann, PlayCon 2013 Committee Chair and “PlayCon really has become the industry’s ‘must- Toys R Us Chief Executive Officer, Patch Products. “We are attend’ event,” added Wann. “And we are committed Manual Torres developing a one-of-a-kind program for 2013 that to building on the success of last year’s phenomenal Nickelodeon Consumer is not to be missed by anyone looking to tap into program to create an even better lineup for 2013!” Products the creativity, energy and knowledge base of this Full agenda details will become available over the A-list group!” Returning to its location at the Hyatt next few months. Visit ToyAssociation.org/PlayCon Regency Scottsdale Resort and Spa at Gainey Ranch for additional information. n

Visit us at Booth #4816#4816 to see our upcoming product line!

sign up tO be an Official tOurnament stOre at Our bOOth and receive a free demO Kit. Once yOu are apprOved yOu will alsO receive a free 16-player duelist league Kit . WHILE SUPPLIES LAST For questions, please email us at: [email protected] ‹.$=8.,7$.$+$6+, ‹1$6‡7 972.<2 www.yugioh-card.com www.ToyFairNY.com TOYFAIRNY.com 7 An Introduction To Customer Development f you’re like most businesses, building Steps to the Epiphany: Successful Strategies some way, or c) convinces the user to make a remarkable product is your prima- for Products that Win. Originally intended for another purchase. These ideas are “theories” Iry focus. This is sound logic, because the software industry, it’s a theory of product I have, but I need to validate them. by offering something remarkable, you’ll development that suggests we must contin- stand out amongst your ually learn about our customers throughout Who Is The Customer? competition. the entire product development process. 1. College Graduates who have relevant What makes your Let’s take the basics behind this methodol- interests like puzzles, board games, the product remarkable? ogy and then apply it to the toy industry. Rubik’s Cube®, etc. I choose graduates Ultimately, after the An example I will use is (what I think is) because I assume they are more likely to marketing smoke clears, a fictional toy: A board game puzzle that spend extra money on something like this, the consumer decides if knows when it’s complete, and does “stuff” as opposed to a younger demographic your product is remark- after the last piece is fit into place. who might not (I could test this of course). able, through sales. I For organization, I’ll call this group “Ol’ know, I know...this is Customer Development Is The Search For School.” Rich Staats, Web Strategist & Interactive Marketeer, Secret common sense, none- The Final Product Stache Media, LLC theless it’s true that Remarkable products start with a prob- 2. Parents of toddlers seeking “educational more products fail from a lack of customers lem and are followed by an “a-ha” moment. stimulation”. My thought for this is that than from a failure in product development. The moment itself is not so easy to explain, the puzzle is big and plastic and is an Good products fail all the time, because but the feeling is something resembling a assortment of animal pieces. When put some businesses don’t have a process to relief—an itch that has been scratched. I together correctly it announces the ani- manage their customer development. “Build like puzzles, and the anticipation of solving mal: “This is a Cow.” For organization, I’ll it and they will come,” has likely never been a problem. However, I have always felt that call this group “New School.” a winning strategy, yet most ideas find their there’s a lackluster finale once that last puz- way to market without much regard for what zle piece is fit, once the problem has been Research The Customer the customer is “willing” to pay. solved. My first stop in researching any demo- My “a ha” moment is a theory that we can graphic is Facebook, and here’s why: What Is Customer Development? extend the finale of the product with some- It has the numbers: there are more than “Customer Development” is a phrase thing that a) rewards the user in some way, b) 1 billion registered users (1/7 of the world’s coined by Steve Blank in his book The Four encourages the user to continue playing in continued on page 25

TOYFAIRNY.com 9 How to Combat Counterfeiters Craig Weiner, Esq. Partner, Hofheimer Gartlir & Gross, LLP

hat do you do if you being sold throughout Europe, sales documents were seized. Its fake Five-Fingers from unhappy are a toy company and Wow! Stuff decided to take legal lawyers further worked with UK customers who sought a refund. Wyou learn that coun- action against all potential in- authorities which caused the in- Vibram USA’s CEO reached out terfeits of your toys are being fringers. Beginning around late terception of counterfeit goods to others in the industry who had sold? This is a common concern 2011, the company sent warning destined for a UK online retailer. faced similar situations. After for all toy companies, no mat- letters threatening legal action In addition, Wow! Stuff re- hearing suggestions, Vibram ulti- ter the size. It is a situation each to more than 500 distributors, tained legal counsel to insure that mately decided to speak directly toy company hopes that it never retailers and manufacturers lo- their intellectual property would to its consumers and initiated a has to confront. In the unfortu- cated in Europe and the Far be protected. The company has public marketing campaign to nate event that you discover your East. This initial approach gar- already secured several United thwart counterfeiters. toys are being counterfeited, you nered immediate results, with Kingdom patents, and registered Vibram offered those who should be aware of your options, many of the infringers pulling designs and a trademark across had been duped a 50% discount legal and otherwise. Consistent the counterfeit products from the European Union. for a pair of real Five-Fingers. with our firm’s experience, the their shelves. Wow! Stuff was Another example to Moreover, Vibram published following examples provide ultimately forced to commence follow is that of Vibram foot- lists of authorized distributors guidance on how to respond to legal proceedings against ap- wear. Although not in the toy and known phony websites. It counterfeiters. proximately 15 companies in the industry, Vibram’s approach instructed its customers on how Wow! Stuff, a United Kingdom European Union. Wow! Stuff’s to counter the black market to identify fake shoes and bogus toy company, recently launched claims against counterfeiters in- provides guidance. Vibram retail websites. This prompted a legal campaign to fight pi- clude patent infringement and began selling “Five-Finger” run- certain consumers to start blogs racy of its products. Wow! Stuff registered community design ning shoes in 2006. With their identifying fake websites. Vibram manufactures and distributes infringement. Wow! Stuff’s ag- popularity came an increasing also had websites such as Google the popular “Air Swimmers” toy gressive approach prompted number of counterfeits. In the and Facebook take down ads for across Europe. After becoming raids of offices and warehous- spring of 2010, Vibram learned counterfeits. By the end of 2011, a sensation in 2011, counterfeit es in the United Kingdom and just how substantial the coun- the number of phony returns toys promptly followed. Upon France, during which counter- terfeit market was when it began had decreased dramatically. By discovering numerous fakes feit products, computer files and to receive hundreds of pairs of continued on page 10

™ Reversible PlayScene ™ Visit Us At For 18” Dolls Booth 1157

Sophia’s® 30 Three Tun Rd., Unit 5, Malvern, PA 19355 610-647-2118 • www.ShopSophias.com ©Copyright 2013 by Sophia’s® All Rights Reserved 10 february 10-13, 2013 | New york city Creative Factor Presents – How to Combat Counterfeiters Richard C. Levy & Ronald O.Weingartner continued from page 9 Creative Factor is hosted by Brett Klisch in partnership with putting its faith in its product The mere issuing of a warning Toy Industry Association, Inc. and customers, Vibram effective- can help eliminate counterfeits Richard C. Levy, president, Richard C. Levy & ly “disarmed” counterfeiters. from the market. Further, com- Associates, is a professional inventor of toys and games A final example involves mencing legal action may with a flair for marketing. In the past 35 years, Rovio Entertainment (“Rovio”), prompt authorities to become in- he has licensed over 125 original the developer and owner of volved in the fight against piracy. concepts, including animatronic the worldwide phenomenon Since many counterfeit products Furby which has sold over 40 mil- “Angry Birds” video game, and originate overseas, contacting lion units. He is author or co-author its corresponding copyright Customs and Borders Patrol and of 12 books including The Complete and trademark registrations. informing them how to identify Idiot’s Guide to Cashing in On Your Inventions (2nd edi- Over the last year, Rovio has counterfeits of one’s products will tion) and The Toy and Game Inventor’s Handbook (2nd discovered multiple individu- also prove beneficial. Another edition). His licensees range from Hasbro and Mattel to als selling counterfeit Angry route is communicating with General Foods and Proctor & Gamble. Birds merchandise. On sev- your consumer base (and oth- eral occasions, Rovio has had ers within your industry) should Ronald O. Weingartner, co-author its representatives purchase fake you discover your toys are being of The Toy and Game Inventor’s Handbook (2nd edi- products for inspection. counterfeited. Within the toy in- tion) has spent 45 years of his career transforming Within the last year alone, dustry, product safety is always ideas into reality across a variety of industries, includ- Rovio has commenced numer- a concern. Informing one’s cus- ing toys and games. During his twenty seven years at ous lawsuits against multiple tomers of the potential dangers Milton Bradley and Hasbro he headed MB’s education defendants seeking damages of fake toys and how to spot them division, product managed the E.S. Lowe game line, for, among other claims, copy- may help limit the impact of the including Yahtzee, and served as director of development at Playskool. He right infringement, trademark black market. Lastly, if one opts rose to vice president of Inventor Relations for Hasbro Games, where he infringement and counterfeiting to take legal action, it is impor- met with hundreds of inventors. of trademarks. See, e.g., Rovio tant to know that you may be Entertainment Ltd. v. Coast to entitled to recover the costs and Meet these two industry superstars during their Creative Factor Coast Entertainment, L.L.C., expenses of litigation. Further, session on Monday, February 11th at 10:00am. No. 12-cv-04944-AJN (S.D.N.Y.); the intentional use of counterfeit Rovio Entertainment Ltd. v. XYZ trademarks may allow for triple Corp., et al., No. 12-cv-00563- damages. n JFB-ARL (E.D.N.Y.). Rovio’s hard-line approach should deter Mr. Weiner is known for his calm, strate- gic insight in high-stakes situations. His future counterfeiters as well as practice encompasses representing U.S. compensate it for lost earnings. and overseas entities in difficult litiga- Although the costs of litigation tion scenarios. Referred to as an aggres- may be significant, this should sive advocate, Mr. Weiner has appeared several times on television and as lead not deter a company from pursu- counsel has been “in the news”. ing its legal rights. Significantly, Mr. Weiner likes to espouse that his certain claims under the federal primary asset is his ability to understand Lanham Act (concerning trade- the business side of the equation, not just the legal ramifications. marks) and the federal Copyright Act permit a court to award Hofheimer Gartlir & Gross, LLP costs, attorneys’ fees and statu- 530 Fifth Avenue New York, NY tory damages. See 15 U.S.C. § (212) 818-9000 1117; 17 U.S.C. § 505. If a court finds that the use of a counterfeit Become a fan! mark was willful, statutory dam- ages may equal up to $2 million “per counterfeit mark per type of facebook.com/toyfairny goods or services sold, offered for sale, or distributed ….” 15 U.S.C. § 1117(c)(2). In addition, the Lanham Act expressly permits a court to award treble damages for the intentional or knowing use of a counterfeit mark in con- nection with a sale or offering of goods for sale. See 15 U.S.C. § 1117(b). The above examples shed light on the different approaches avail- able to counter the black market. www.ToyFairNY.com p�el, stick, remov� & re�osit��n

© Disney 12 february 10-13, 2013 | New york city TIA’s Knowledge Network Enhances Learning at Toy Fair 2013

uilding on the com- Bossard, vice president of meet- world; how toy companies can requirements in the U.S. and prehensive webinars, ings and events at TIA. “The better license their property or abroad. Free to TIA members; Bconferences and learning expanded educational program brands; and more. The confer- non-members must pay $149 to opportunities offered throughout for 2013 is the latest step in our on- ence is produced in association attend. the year under the umbrella of going effort to ensure that Toy Fair with EPM Communications (pub- For more information about Toy its Knowledge Network, the Toy is not only THE global business lishers of The Licensing Letter and Fair’s educational offerings, please Industry Association (TIA) and event for the toy indus- Youth Markets Alert) and JC Inc; visit ToyFairNY.com or consult on- its partners have try, but also a show that attendance fees apply. site signage. n put together a ro- is fun, interactive and 7th Annual Digital Kids bust educational richly rewarding.” A Conference (February 12-13, program for Toy snapshot of the free 2013) Presented by Engage Digital Did you know that TIA de- Fair 2013. Every one and fee-based learn- Media, the two-day Digital Kids livers priceless educational of the show’s diverse ing opportunities Conference will bring youth-fo- opportunities to toy industry audience members follows… more detail cused digital media executives, stakeholders not just at Toy – independent and is available on ToyFairNY.com: brand owners and licensors to- Fair, but year-round? From mass retailers, manufacturers/ TIA’s Content Connection gether to learn critical information webinars to professional con- distributors, creative profession- (February 10-11, 2013) Toy Fair about engaging children online ferences, TIA is committed to als, licensing/entertainment 2013 will include a two-day pro- and through digital devices. The supplying the industry with executives, and others – will have gram of sessions for the show’s conference program will supply practical educational content immediate access to speakers and ever-growing licensing commu- participants from focused start- and resources. learning opportunities designed nity. Building on the success of ups to Fortune 1,000 companies to help grow businesses and build a panel for licensors and brand with valuable marketplace insight Webinars professional relationships. owners held in 2012, TIA’s Content on producing inspiring products, Held regularly throughout “We are proud to bring several Connection will tackle topics such establishing successful online and the year, TIA’s webinars are of the most respected leaders in as opportunities for traditional and mobile revenue generation strate- presented by staff and outside the global toy industry together e-enhanced toy manufacturers gies, and leveraging the latest social experts to provide toy industry under one roof to share their per- and designers; preschool market media best practices. Digital Kids stakeholders with a deeper un- spectives, insights, best practices, research; demographic trends, previously co-located with Toy Fair derstanding of multiple topics. and a few ‘tricks of the trade’ with media use and retail infrastruc- in 2010 and 2011. TIA members Toy Fair attendees,” said Marian ture in youth markets around the will receive reduced rates to attend China Toy Safety Seminar this fee-based conference. TIA staff travels regularly to Creative Factor and China to host a free toy safety Independent Thinking Sessions training session for the manag- (February 10-12, 2013) Freely ers and staff of local Chinese available for Toy Fair’s creative manufacturers producing toys community (inventors, designers, and children’s products for the etc.) and its independent and spe- U.S. marketplace. cialty retailers, these two seminar series will take place throughout PlayCon the first three days of the show. Held in the spring, PlayCon: Quick, focused and designed to TIA’s International Conference minimize time away from the of Play Professionals, is the show floor, each hour-long session toy industry’s premier annual will tackle a different topic – from gathering for play profession- customer service and staffing to als looking to network with sourcing manufacturing and mar- peers and industry icons and keting on a budget. receive cutting edge research, G u i d e t o E x p o r t i n g ideas and inspiration. Opportunities North & South of the Border (February 11, ToyDesignCon 2013) Led by a representative New to the Knowledge from the U.S. Department of Network, the second annual Commerce International Trade ToyDesignCon will be held Administration, this free seminar in June 2013 at The Strong in will provide toy companies with Rochester, NY. The confer- key guidance on how to expand ence is designed to inspire and their businesses further into the connect TIA’s designer and in- global marketplace. ventor community. Toy Safety Compliance Update Visit ToyAssociation.org/ (February 12, 2013) This annual KnowledgeNetwork for more TIA program provides an in-depth detailed information about look at any recent updates or key these events. issues associated with toy safety standards, laws and compliance www.ToyFairNY.com TOYFAIRNY.com 13 New at Toy Fair! TIA’s Content Connection | February 10-11, 2013 Why are Licensed Toys so Hot? successful licensed brand has the ability to cut across many to better serve the needs of this growing community.” aisles – from plush toys and games… to apparel and fashion TIA’s Content Connection will take place on-site at Toy Fair during A… backpacks and lunchboxes … and more. Licensed toys can the first two days of the show (February 10-11, 2013). Led by ex- become trends that transcend ages and cultural divides to become perts in the field, Content Connection’s informative, interactive and hugely popular; when a property or license is “hot” shoppers are will- research-driven program will tackle topics such as: opportunities for ing to spend a little bit more to get their hands on it. traditional and e-enhanced toy manufacturers and designers; pre- Licensing and apps will continue to play a large role in the school market research; demographic trends, media use and global toy market. Be the first to see the entertainment retail infrastructure in youth markets around the world; properties, products and toy trends that will delight kids basic concepts and best practices for licensing brands of all ages at Toy Fair 2013! and properties; and more. Whether based on an app, a favorite character or hit Speakers will include Ira Mayer, President, EPM property, a “hot” licensed Communications, Inc. & Publisher, Youth Markets product can reap huge re- Alert, Kirsten Fallon, Vice President, Global Business wards for everyone involved Development at Big Tent Entertainment, Rick Mallow, in bringing the product to Principal at Making Connections, LLC and more. market. With licensed toys “As the licensing industry continues to grow and remain a consistently capturing upwards of vital part of the toy and youth entertainment marketplace, we are one quarter of annual toy sales – 27% of the excited to deliver this comprehensive resource that will help build and $21.2B U.S. toy market in 2011 – it comes sustain these important intra-industry relationships,” added Bossard. as no surprise that the American International Toy Fair has become an Participants will be able to pick and choose the topics that are most important hub for the licensing and entertainment communities to pertinent to their interests; all sessions are fee-based and can be pur- come together with their toy industry business partners. chased as individual classes. For more information about session “Toy Fair 2012 rolled out the welcome mat to a 14% surge in licen- times and locations, visit ToyFairNY.com. sors and a 23% rise in entertainment executives,” said Marian Bossard, TIA’s Content Connection is being produced in association with vice president of meetings and events at the Toy Industry Association EPM Communications (publishers of The Licensing Letter and Youth (TIA). “Building on the success of last year’s standing room only licens- Markets Alert) and JC Inc., under the umbrella of TIA’s year-round ing panel, Toy Fair ’13 will include an expanded educational program Knowledge Network. n 14 february 10-13, 2013 | New york city The Triple Play of Toy Making: Freelancers, Technology & Twitter Brett Klisch PeruMeridian Studios or generations, the toy in- line on the other side of the a proven supply chain and de- products. dustry was dominated by country — or the other side of finitive numbers, there is a very Other new technologies such Fbig businesses with very the world. good chance of landing funding as Skype, video conferencing and “corporate” corporate headquar- We’ve seen how two geeks in through websites such as kick- file sharing can be employed by ters and production facilities a garage managed to start Apple, starter.com and indieagogo.com. business owners to communicate that could clearly be labeled one of the most well known and In recent years dozens of with manufacturing representa- “factories.” Well, in part it’s still profitable companies in the small toy companies have found tives at the production site. These like that. But in the age of digital world. Can you imagine how seed or second-round financing professionals can navigate start- development, social media and a explosive their growth could thanks to crowd funding. (This ups to the most suitable factories growing desire among many pro- have been if they’d had Twitter writer alone knows of five col- and shepherd their concepts fessionals to live the freelancer’s to announce their product or an leagues who have had successful through the process of manu- life, the rules – and the tools – for iPhone to upload images to their money-raising campaigns in the facturing and purchasing OEM success in the business of play- Facebook page? last 18 months!) products. Manufacturing reps things have changed. In this article we break down As with most things in busi- can ensure the finished product As recently as a decade ago, some of the needs of new com- ness, due diligence is key. meets all safety standards for the starting a manufacturing com- panies and look at ways the Accurately forecasting costs, and intended market. pany usually involved hiring an contemporary workforce can therefore crowd-funding dollar Shipping and Warehousing entire full-time staff and estab- make success possible without targets, is essential for success. – Even in this global age, import- lishing a large headquarters near million dollar budgets. And, again as with most things ing those finished products can the production line for constant Funding – Even though in business, one must be wary be a challenge. The ever-chang- oversight. friends and family are still the of unscrupulous players in the ing – and ever-growing – web of Now, there are armies of free- most popular source of capital crowd-funding community. regulations can make a seasoned lancers to meet a small start-up’s for start-ups, crowd funding has Research and Design – Big pro’s head spin. Working with an every need. With new technology helped put many new companies companies spend big money on international freight consolida- like Skype and online file sharing on the path to success. With a product development. They in- tor to navigate customs and get a CEO can oversee a production good product, a working sample, vest time and talent to achieve shipments from factory (FOB) to the right balance of form and delivery destination will help the function all the while ensuring start-up company avoid head- the product can be manufac- aches and delays. tured on budget. Once the product reaches Good design is essential to its destination country, it will capture that balance and win need to be warehoused. A good the competition for shelf space. old storage unit will suffice for Today, thanks to a growing free- most start-up companies. Many lance talent marketplace and entrepreneurs began and grew continual advances in technolo- their ventures in garages — think gy, small start-up companies are Apple. It isn’t a big deal to go to a behind many of those good de- storage unit once or twice a week signs and are, therefore, able to to get orders out until the com- compete with the biggest names pany and its products take off. in the industry. That is when a fulfillment center A single talented engineer, is needed. These centrally locat- with a laptop and a 3D mechani- ed facilities warehouse product cal computer-aided design (CAD) and fulfill orders. If done right program such as Solidworks™, and the volume of transactions can now accomplish as much as is there, the fulfillment center’s a fully outfitted machine shop. A entire fee can be covered by the character can be sculpted digi- handling charges. tally in the morning, sent to a 3D Distribution – One tried-and- printing service in the afternoon true avenue to get into stores is and delivered as a working pro- knocking on doors. This actually totype the next day. It truly can works sometimes. It just takes a be that quick with the right tools lot of chutzpah! Unfortunately and people. big box stores and even medi- Manufacturing – In this digi- um-sized retailers will not stock tal age the same files that were a product unless it has a track the foundation of the printed record. prototypes mentioned above Luckily, the world now has the can be used to create production fully functioning internet where molds to manufacture finished continued on page 20 www.ToyFairNY.com Toy fair 2013 exhibitor list 15 Exhibitors as of December 7, 2012. For a full list please visit www.toyfairny.com Companies listed in BOLD are TIA Members. BE Good Company Celestial Buddies 4 Bead Bazaar USA Inc. Center Enterprises, Inc. 4D Cityscape, Inc. Beanpatch & Co., LLC Channel Craft & Dist. Inc. Bearington Collection Charles Weitman OFFICERS Beatrix New York Charles Zadeh Enterprises Chairman Soren Torp Laursen 8 Beaver Books Publishing Charm Company LEGO Systems, Inc. 88 Merchandise Company BeginAgain Cheer Concept Company, Ltd. Vice-Chairman Bendon Publishing The Chenille Kraft Co. John Gessert BERG USA, LLC CHH Quality Products Inc. american Plastic Toys, Inc. A Bestever, Inc. Chicco USA/Artsana USA A Crowded Coop/Kitsch on the Rocks Secretary-Treasurer Beverly Hills Teddybear Co./ Child’s Play David Hargreaves A+ Child Supply, Inc. one2believe China Imp. & Exp. Toys Inspection Hasbro Inc. Accomplice Productions, LLC Beyond123 LLC Center BOARD OF DIRECTORS ACD Distribution, LLC BH Brands Chinese Cubes (USA), Inc. David Allmark Activa Products Inc. Fisher-Price Bif Bang Pow! CIS-Associates, LLC Active People/Astrojax Big Country Farm Toys, LLC CISCO Sales Corp. Andrea Barthello Active Play Toys and Games Inc. thinkFun, Inc. Big Mouth Toys Citiblocs, LLC Active Products Inc. Bigjigs Toys Ltd. Cloud B William Beebe Activision Publishing, Inc. Hoogaloo Toys Bio-Rad Laboratories, Inc. Cobi USA/Imex Ad Lib Toys, LLC Bladez Toyz PLC Cobra RC Toys Julia Fitzgerald Adora by Charisma Brands, LLC Sears Holding Corporation Collecta International Ltd. Adventure Publishing Group/Toy Book Colorbok Jay Foreman Aerobie, Inc. Colorful Childhood, LLC acorn Management Group Aeromax Comic Images Jamie Gallagher African American Expressions Commonwealth Toy & Novelty Co., Inc. faber-Castell USA/Creativity for Kids Aha! Concepts, LLC Constructive Eating, Inc. Sam Harwell Aladine Continuum Games big Time Toys, LLC ALEX Corolle Peter Henseler Alexander Doll Co., a division of Crayola, LLC tomy International KLL Dolls LLC CRA-Z-ART Alibaba.com George M. Irwin Crazy Aaron’s Puttyworld itoys USA, Inc. Aliquantum International Inc. Creations By You All Things Equal, Inc. Jeffrey Kennis Creative Education of Canada, Inc. enchanted Moments, Inc. Alliance Game Distributors Creative Zone, LLC Almar Sales Co. Shirley Price Crocodile Creek funrise Toy Corporation Alfa Toys/Alfa Beasts Blast Games Crorey Creations Inc. Aka Choose tia Member at Large Alvantor Industry Co., Ltd. Bleacher Creatures LLC Friendship Co. Robert Wann AM Productions Blip Toys LLC Cryptozoic Entertainment Patch Products, Inc. Amav Enterprises Ltd. TIA Member at Large Bloco Toys Inc. Cuddle Barn American Doll Room, LLC The Bloom Report Curious Chef / Tailor Made Products ADVISORY COMMITTEE American Educational Products, LLC Blu Track Curly Petz Daniel Grossman American Innovative wild Planet Entertainment, Inc. Blue Box Toys, Inc. Cyberkidz International American Paper Optics, LLC Blue Orange Games CycleAware, Inc. Bryan Stockton American Plastic Toys Inc. mattel, Inc. Bluefin Distribution American Specialty Toy Retailing Bojeux, Inc. Al Verrecchia Association Hasbro, Inc. Book Blingz, LLC D Amloid Corporation Borgfeldt (Canada) Limited D Now Inc. HONORARY ADVISORS Amrapur Overseas Inc. Neil Friedman Bowboard LLC Dalian Magic Prince Toys Co., Ltd. toys “R” Us, Inc. Anatex Enterprises, Inc. Box Creations LLC DANO2, LLC ANb Media BrainStormProducts, LLC (X-Kites) Darice Alan G. Hassenfeld Andrews + Blaine, Ltd. Hasbro, Inc. The Brand Cafe/Kwizniac Dark Horse Comics, Inc. Animal Adventure, Inc. Brand 44 Daron Worldwide Trading, Inc. TIA PRESIDENT AND VICE PRESIDENTS Anjar Co. - Becker Associates LLC Carter Keithley Brer Rabbit Toys, LLC Daydream Toys President Ann Williams Group, LLC Briarpatch, Inc. DB & Company App Palz Ed Desmond BrickStix LLC De Agostini Publishing USA executive Vice President, External Affairs Apple Park, LLC BrickWarriors Dee ‘n’ Me Areaware Marian Bossard The Bridge Direct DEMDACO Vice President, Meetings & Events Armstrong Forensic Laboratory, Inc. Bridge Street Toys LLC Dept. of Homeland Security Art 101 Brooklyn Lollipops Import Corp. Designing Star, LLC Jean Butler Artec Company Ltd. Vice President, Membership / Executive Bruder Toys America, Inc. Desk Pets International (HK) Limited Director, Toy Industry Foundation Artist Point Giftwrap Brush Buddies Deuce Entertainment Artistic Studios Ltd., LLC Andy Hackman Brybelly Holdings, Inc. Dexter Educational Toys, Inc. Vice President, Government Affairs ASA Products Inc./ Mobo Cruiser Bubele Plush Toys Diamond Comic Distributors Ashley Productions, Inc Alan P. Kaufman Buckley Boo, LLC Dice and Games, Ltd. Senior Vice President, Technical Affairs AsiaInspection Ltd. Buffalo Games Inc. Diggin Active, Inc. Asmodee Editions LLC Joan Lawrence BZB Products, LLC Digital Game Technology Vice President, Standards and Regulatory Aurora World, Inc. Direct Global Deals affairs Authentic Models Discover With Dr. Cool Awesimals Stacy Leistner C DiscoverGames.com Vice President, Strategic Communications AZ Books, LLC C & A Scientific Co., Inc. Do-A-Dot Art ( Div. of Triquest Inc.)

Paul Vitale C&I Collectibles Inc. The Doll Maker Vice President, Finance & Administration Calego International, Inc. Dongyang Royalsound Toys Co., Ltd. TOY FAIR TIMES B California Creations Doodle RollTM /Imagination Brands Co., Kimberly Carcone B & T Co., Ltd. Calliope Games LLC Senior Director, Trade Show Baby Banana Brush and Event Marketing CAM Commerce Solutions Douglas Cuddle Toys Baby King/Regent Baby Products Corp. Can You Imagine Dream International USA Inc. Kimberly Catucci Bachmann Trains Senior Project Manager Canadian Toy Association Dress Rite LLC Back Alley Traders Cardinal Industries, Inc. Drybranch/Sport Design Laura Mangiaracina Bag-O-Loot Carrera of America Duncan Toys Company Division of account Executive, Advertising, BaliYo By Spyderco Sponsorship and Promotions Carrom Company Flambeau Inc. Ball, Bounce and Sport Inc. - Hedstrom Carson-Dellosa Publishing DuneCraft Kristin Morency Bananagrams communications Specialist/Journalist Cartamundi USA Bandai America Incorporated Casdon PLC Battat (Maison Joseph Battat, Ltd.) Cate & Levi E Bazoongi Kids/YJ (USA) Corporation CCA & B dba The Elf on the Shelf E&M Labs, Inc. Be Amazing Toys Ceaco/Gamewright Early Lingo, Inc. 16 Toy fair 2013 exhibitor list

Eco-kids Forum Novelties, Inc. Hot Focus, Inc. ECR4Kids F Fotorama USA, LLC Hotaling Imports Inc EDC Publishing/Usborne/Kane Miller Faber-Castell USA/Creativity for Kids FouFou Dog Love Your Breed Houghton Mifflin Co. Eddy International, Ltd. Fabricas Selectas USA, LLC Four Clowns Game & Toy Co., LLC House of Marbles eDICEtoys, LLC (Mega Marbles) Four Esses HQ Kites & Designs USA Education Outdoors, Inc. Fabrique Innovations, Inc. FoxMind Games HSP Nature Toys Educational Insights, Inc. Factory Entertainment, Inc. Franklin Sports, Inc. Huckleberry Toys Edushape Ltd. Fairy Dust Ltd. FREDS SWIM ACADEMY GmbH Hypewipes Edutainment Systems, LLC Family Games America FGA Inc. Fremont Die Consumer Products, Inc. Eeboo Corp. FAMOSA - Fabricas Agrupadas De Fun Lines Eiger Group Inc Munecas De Onil, S.A. Fun Q Games, Inc. I Eitech America Fantasma Toys, Inc. Funko Inc. I Heart Guts Elavon Merchant Services Fantasy Flight Games Funnybone Toys, LLC I Was Framed Electric Friends Farallon Brands/Alma’s Designs Funtastic I.D. Gear Inc. Elenco Electronics Inc. Fascinations Toys & Gifts, Inc. Fun-Time International Inc. ICQ - USA Elf Fun With Pop-In-Kins Fashion Angels G Ideation Inc. Elf Magic FashionetteParis Galactic Sneeze Identity Games International BV Elite Platinum, Inc. Fat Brain Toy Co. Galaxy Shooters, LLC IDreamer’s Network North America, Inc. Elope, Inc. FCTRY GAMA, Game Manufacturers Association Iello USA The Empire Group Feldstein & Associates, Inc. Game Salute LLC ImagAbility Inc. Enchanted Moments Inc. The Fiammetta Toy Company Games Workshop Ltd. Improv Electronics Endangered Species by HSL Fibre-Craft Materials Corp. Gann Memorials Custom Plush Toys In The Breeze Endless Games Fiesta Ganz USA Indigo Beach House Enviro-Mental Toy Co. Inc. Fiki Sports Gayla Industries, Inc. Industrial Revolution, Inc. Eolo-Sport Industrias, S.A. Film Cells/Trend Setters Ltd. Geared for Imagination INI, LLC Epiphany Crafts, Inc. Find It Games Genetipetz, LLC InnovativeKids Eurofins Products Testing Service First Ideas Corp. GeoCentral Innovention Toys, LLC. (KHET) EuroGraphics Inc. First Texas Products Geospace International Insanimals Everest FlashingBlinkyLights, Inc. GeoToys Insect Lore Evergreen (C.P.) USA Inc. Flat River Group LLC Geoworld Srl Insight Laboratories Everrich Industries, Inc. FlexBlox Geyser Guys, Inc. Interactive Toy Concepts Ltd. Evrewares Flexible Flyer Sleds / Paricon, Inc. GIANTmicrobes/The Drew Oliver International Arrivals Excelligence Learning Corporation Flip2BFit Company International Playthings, L.L.C. Explore Scientific - BRESSER Fliptomania Gibbon Slacklines Intertek Eye Think, Inc. Fly Ocean (Guangzhou) Toys Factory Gifts & Decorative Accessories/ Intromark, Inc. / Inpex EzyRoller LLC Focus Technology Co., Ltd. Playthings Inventist Inc. Folkmanis Inc. Ginsey Home Solutions Iscream Foreign Languages for Kids Glide Bikes I-Silicone Fortune East Group Ltd. Glimmer Body Art LLC ITOYS USA LTD (DBA: Dragonfly Kids) Glittertainment, LLC Ivy Trading Inc. Glitter-Toos Global Decor, Inc. Gold Medal Bean Bags J Goldbrick Games, LLC Jacquard/Rupert, Gibbon & Spider, Inc. Goliath Games, LLC Jada Toys, Inc. Good L Corp Jam’n Products, Inc. The Good Stuff Company, LLC JANOD The Good Toy Group, Inc. JA-RU, Inc. Gorgeous Products Inc. Jax Ltd., Inc. Grand Camp Adventures Jay At Play Intl Hong Kong Limited Grandpa Beck’s Games Jazwares Great Circle Works JC Toys Group, Inc. Green Toys Inc. Jeannie’s Enterprises, Inc. GreenLight Collectibles Jelly Belly Candy Company Greenpoint Brands LLC Jesse James Games Griddly Games, Inc. Jet Creations Inc. Group Sales, Inc. Jewish Educational Toys Guangdong Qunxing Toys Joint- Jiangsu Guotai Int’l Group Guomao Co. Ltd. stock Co., Ltd. Jiangsu Holly Everlasting Inc. Guidecraft USA Inc. Jinhui Toy Limited Company in Jixi Anhui Guillow’s Jinjiang Hongshun Kid’s Products Co., Ltd. Gund a Division of Enesco LLC Joanna Galdone Designs Gutzy Gear John Hinde USA, Inc. John N. Hansen Co. Inc. Joint Merchant H Jupiter Creations H.I.S. Juveniles, Inc. Just Jump It H2W Just Play, LLC HABA USA HandTrux, LLC Hansa Toys K Hape K & M International, Inc. (Wild Republic) Harmony Club Dolls Kackle, Inc. Harrisville Designs Inc. Kahootz, LLC Harvest Time Partners, Inc. Kaloo The Haywire Group, Inc. Kappa Books Heart and Soul E.K. Karmin International Hexbug Micro Robotic Creatures Kaskey Kids, Inc. High IntenCity Corp. Käthe Kruse-Europlay HL Games Limited KaZAM LLC Hobby RC K-Dron Inc. Hog Wild, LLC Kellytoy USA, Inc. Hohner Inc. Kendama USA Holgate Toys Co. Kenson Kids, Inc. Hong Kong Standards & Testing Centre Ltd. KETTLER International Inc. Hornby America Kickboard USA www.ToyFairNY.com Toy fair 2013 exhibitor list 17

Kid Constructions, Inc. Mighty Mind Kids Martopia Monogram International, Inc. Kid Galaxy, Inc. Levels of Discovery Marvel Education/Cre8tive Minds Monster Factory Kid O Products Lexibook America, Inc. Mary Meyer Corporation Montco Packaging Company Inc. KidKraft, LP License 2 Play Inc. Mastermedia Moose Enterprise Kidrobot Inc. License! Global Magazine MasterPieces Puzzle Company Morgan Cycle LLC Kids Preferred, Inc. Lifetime Products, Inc. Mattel, Inc. Morphology Games, LLC Kikbo (VJAHART LLC) LightUpToys.com, LLC Maui Toys, Inc. Mountain Boy Sledworks Kingstate Corp. Lilliputiens Maxim Enterprise, Inc. Mudpuppy Press Kiss Naturals Lion Rampant Imports The Maya Group Mungi Brands LLC Klutz Lionel, LLC Mayfair Games My Friend Huggles K’NEX Brands Lipper International Inc. MCA Sand, Inc. My Funky Planet Corp. Knock Knock / Clump-o-Lump Little Adventures McFarlane Toys Myachi Industries KnuckleStrutz Little Buddy, LLC McNeill Designs For Brighter Minds MZB Imagination, LLC Konami Digital Entertainment Little Kids, Inc. Mechanical Displays Inc. Koplow Games Little Pim Co. MediaMix Distribution, LLC N KOSEN USA, Inc. littleBits electronics Inc MEGA Brands Inc. Nakajima USA Kotobukiya Co. Lodge Studios Melissa & Doug, LLC Nanotron Kreative Kids Inc. Logo Loops, LLC Merchant Technologies NanTong Young Development Trade Co., Ltd. Kristal Educational Inc. Loog Guitars MerchantOS Nassau Candy Kristins Gifts The Loyal Subjects MerchSource, LLC National Design LLC KROOOM - Crembo Color Design, Ltd. Lucy Hammett Games MerryMakers Inc. National Products, Ltd. Kwik Tek, Inc. Lumitusi Inc. Mezco Toyz National Sporting Goods, Ltd. MGA Entertainment Nationwide Book Industries LLC L (ABC International Traders) Neat-Oh! International, LLC Laessig GMBH M MHR Games NECA LaLei LLC. M. Ruskin Co. LLC The Michael Kohner Corporation New Adventures LLC, Ltd. Lanson International, Inc. Macmillan Mimoco, Inc. New Star LAQ USA, Inc. Magformers, LLC Mindscope Products Inc. New Tech Kites Laser Pegs Ventures LLC Magic Straws LLC Mindtwister USA New York Puzzle Company LLC Late for the Sky The Magical Tale of Santa Dust MindWare New-Ray Toys (California) Inc. Laurent Doll, Inc. MagicForest, Ltd. Miniland Educational, Corp. NewSound Kids/Music Design Lay-n-Go, LLC Mag-Nif, Inc. Mintlea Farms Ningbo Able Import & Export Co., Ltd. Leading Edge Novelty, Inc. Magnote Mix & Match Healthy Snacks Ningbo Cheng Lu Paper Products Leap Year Publishing Maisto International, Inc. MJK Marketing Manufacturing Co., Ltd. The Learning Journey International L.L.C. Manhattan Toy MK and Company Ningbo Elite Color Printing Co., Ltd. Learning Resources Inc. Maple Landmark Woodcraft Model Flyslot 2011 Ningbo Hebang Printing Co. Lee Publications of KY LLC Maranda Enterprises, LLC Modular Robotics Ningbo Hunter Import & Export Co., Ltd. Lee Tron Edutainment Marie’s Words, Inc. MOGO Design, Inc. Ningbo Sailing Import & Export Co., Ltd. Legendary Games Marion and Co., Inc. Monkeez Makes a Difference Ningbo Supermax Sports & Leisure LEGO Systems, Inc. Marlon Creations Monkey Business Sports Equipment Co., Ltd. Leisure Learning Products/ Marshmallow Fun Company Monkeying Around Nite Ize, Inc.

Launching at the New York Toy Fair TM Febuary 2013!

Booth #1064

TM ...

Yana Kazumi Evee Lina Zennia Sini “An exciting new fashion doll line supporting World Wildlife Fund!” Contact: [email protected] 18 Toy fair 2013 exhibitor list

NJ Croce Co., Inc. Parris Manufacturing Company Preschool Prep Company, LLC Shure Products Inc. NKOK, Inc. The Party Animal, Inc. Pressman Toy Corporation Silly Puppets No. 2 Stylus Patch Products, Inc. Prime Time Toys, L.L.C. Silver Dolphin Books No. 8 Brands Patrix Communications Prince Lionheart Simba Toys North America North American Bear Co. Inc. Peaceable Kingdom Princess International Inc. Simpsons Enterprise Limited North Star Games LLC Peavey Electronics Princess Paradise SiSolar Energy SLR Nouvelles Images Inc. Pecoware Co., Inc. PSI Publisher Services, Inc. Skullduggery, Inc. Novelty Gift Co. Perisphere & Trylon, Inc. Pueri Elemental LLC Skyrocket Toys Nowstalgic Toys, Inc. Perre Group, Co. Pumponator, Inc Smakaball NPW Peter Pauper Press, Inc. The Puppet Company Ltd. Small World Toys NumbersAlive! Pharmtec Corporation Puppet WorkshopPure Global Brands, Inc. Smart Gear NXT Generation, Inc. Phoenix Toys & Novelties Puremco Fun & Games, Inc. Smart Industrial Group Pierre Belvedere The Purple Cow Smart Play, LLC Piggy Paint Putumayo Kids Smart Toys and Games, Inc. O The Piggy Story, Inc. Puzzle Makers Smart Trike O.K. Toys, Inc. Pillow Pets Puzzled, Inc. Smart Zone Games Oak Patch Gifts Pintoo Corp. SmartLab Toys Odyssey Toys P’kolino Snazzy Beads Corp. Ogo Sport LLC PlanToys, Inc. Q Snifty Scented Products Ohio Art Company PlaSmart Inc. Qingdao Xin Li Da Toys Co., Ltd. Sno-Baller Sagebrush Industries, Inc. Oofdah! Games, Inc. Play Visions Inc. The Queen’s Treasures, Inc. Soft Blocks, LLC OOPS SA Playaway Toy Company, INC. Solo Time Optari LLC Playdin Sophia’s Heritage Collection The Orb Factory Ltd. Playhut Inc. R Sourcing International Oregon Scientific, Inc. PlayMaisCanada Inc. R & R Games, Inc. Speed Stacks Inc. The Original Toy Company Playmates Toys, Inc. R. E. Baby Products, Inc. Spin Master Ltd. Ouchies Bandages Playmobil U.S.A. Inc. Radz Brands, LLC Splash Party Inc. Out of the Box Publishing, Inc. Playroom Entertainment Raidentech, Inc. Spontuneous Games, Inc. Outset Media Playsam/Playforever Toys Ravensburger USA, Inc. Spooner, Inc. OWI Inc. Plow Games Razor USA LLC Sport Squad / JOOLA Oyo Sportstoys Plushland, Inc. RBI Toys, Inc. SpotMode Trend Merchandise Pocket Disc The Real Insect Co., Inc. Spring Swings, LLC PocketPeople Ave. Really Brothers, LLC Springbok Puzzles/Allied Products, Inc. P Pockos America Inc. Recent Toys USA Spy Alley Partners Pacific Play Tents, Inc. The Pokémon Company International, Inc. Redwood Ventures, Ltd. Square Enix, Inc. Paladone Products Ltd. POOF-Slinky, Inc. Reeves International, Inc. Square Root Games Inc./ Panache Place/Unimax Toys Popar Toys Regal Elite Harry Wells & Assoc. Panini America Popular Playthings Reindeer Magic Square Shooters Paper House Productions Power House Toys LLC Re-Marks, Inc. Squire Boone Village Paradise Horses a Paradise PPW Toys Replogle Globes Inc. dba Earth Exploration Co. Kids LLC Company Premier Kites (a Division of Primus) Reutter Porcelain Squishable Revell/Estes Sqwishland Rhode Island Novelty Starpath Dolls Ripple Junction Stellanova Robotime Technology (Suzhou) Co., Ltd. Step Puzzle, JVC Romanoff Products Inc. Stephen Joseph, Inc. Romper Zombie The Step2 Company RoomMates - Div. York Wallcoverings Stevens International RoosterFin, Inc. Stiga America Rosalina Baby Collections, Inc. The Storymatic Corp. Round 2 LLC Streamline Inc. Round 5 Corp. Stuffies Round World Products, Inc. Sukugo, LLC Royal & Langnickel Brush Mfg. Sun-Mate Corp. Royal Bobbles, LLC Sunny & Co. Toys, Inc. Roylco, Inc. Super Me RSV Productions, Inc. Superplay Limited Rubbabu, Inc Supreme Party & Novelties Rubie’s Costume Company, Inc. Sweet Locks Scented Brushes Sync Beatz Entertainment System Enterprises LLC S Safari Ltd Saga Musical Instruments T Sailing (U.S.) International Corp. Tablet Teddy Bears Sakar International Tactic Games Sassafras Enterprises, Inc. Taf Plastic Products Ltd. Saturnian 1 Inc. Tai Zhou Golden Sun Arts & Crafts Savvi Talicor Inc./Aristoplay Ltd. Sbyke USA, LLC Tangle Creations Schleich North America, Inc. TCG Schoenhut Piano Company TDC Games, Inc. School Zone Publishing Co., Inc. Teach My Inc. School-Rite Tech 4 Kids Schylling Toys Techno Source ScienceWiz TEDCO, Inc. Select Marketing Teddy Needs A Bath Smart Toys and Games Set Enterprises, Inc. TeeBoo 2822 Van Ness Avenue Seven Towns Ltd. Tegu San Francisco, CA 94109 SGS North America, Inc. TekToys Shainsware Tenacious Toyz, LLC Phone (800) 542-6375 Shanghai KNB International TENZI Fax (415) 931-6375 Trading Co., Ltd. Thames & Kosmos LLC Sharkchild, LLC Theory 11 [email protected] Shnoozles, LLC ThinkFun Inc. The Shrunks Family Toy Company ThinkGeek, Inc. www.ToyFairNY.com Toy fair 2013 exhibitor list 19

Three Cheers for Girls Well Made Toy Mfg. Corp. Three-Eyed Fly U Western Woods Inc. X Thumbs UP! U.S. Consumer Product Safety Westminster, Inc. X Plus Products, Inc. Tie-Not Inc. Commission White Mountain Puzzles Xiang Jun Toys Co., Ltd. Tiltfactor U.S. Games Systems Inc. Whoop Ass Can Company Xinghui Auto Model Co., Ltd. Timeless Toys, Inc. UCC Distributing Inc. Wicked Cool Toys XOS The Tin Box Company UL-STR Wiggity Bang Games, LLC XTR LLC/OKK Toys Tinker and Muse Uncle Milton Industries Wiggles 3D Incorporated TINY LOVE Underground Toys WikiPet, LLC TMI Toymarketing International, Inc. Underwraps Costumes Inc. Wild Creations Y tokidoki United States Postal Service Wild Sports LLC Y & W International Inc. TOMY Universal Specialties Co., Inc. Wildkin Yamodo/Idea Storm Products Tonkin Replicas, Inc. University Games Corp. Will Ninja / NBG Ninja, Inc. Yancheng New Star Toys & Fashion Co., Ltd. Tonner Doll Company UPD INC dba United Pacific Designs William Mark Corp. Yard Kids Pty Ltd Top Trenz, Inc. Urban Canvas Win Green YesAnime, Inc. Total Biz Fulfillment Div. USAOPOLY Winfat Industrial Co., Ltd. Yomega Corp. Hobby House Press U-tek Electronics Company Limited Winland/Teamson York-Jersey Underwriters, Inc. Townley Inc. Winning Moves Inc. Yottoy Productions, Inc. Toy Industry Association, Inc. Winning Solutions, Inc. The Young Scientists Club Toy Industry Foundation, Inc. V Wisemen Games, LLC YoYo Factory Toy Tokyo / Heroes in Action V-Cubes The Wish Factory Toy Wonders, Inc. Vante Toys Wishbone Design Studio Toynami, Inc. Vermont Christmas Company WKD Enterprises, LLC Z Toyops, Inc. Vertigo Int’l. Wm. K. Walthers, Inc. ZAG Toys Toys and Models Corporation Vilac - Jeujura - Petitcollin Woddon Industrial Limited Zazoo Kids Toys By Teens, LLC Virtual Piggy, Inc. Women In Toys (WIT) Zeenie Dollz, LCC Toysmith VTech Electronics North America L.L.C. Wonder Forge Zimbi Drinks Treasures Inc. Wood Expressions Inc. Zing Toys Tree Blocks Woodstock Percussion Inc. Zither Heaven Trendex USA LLC W Wooky Entertainment Inc. Zobmondo!! Entertainment LLC Trends International Corp. WABA Fun, LLC Wool Novelty Co., Inc. Zometool Inc. Trendy LLC Waboba, Inc. WordTeasers Zoo Mania Games Trophy Music Co. Wai Lana Yoga World Trading 23, Inc. Zoobies / Alpha Source International Try Try A Game Walachia The World’s Greatest Zylie the Bear TT Toys Toys SRL WANTEDBRICKS Worx Toys Inc. TT Tech Warm Fuzzy Toys Wowopolis LLC Save the planet. Tudor Games, Inc. Water Sports, LLC WowWee USA, Inc. Tumblehome Learning Webb Candy Wrebbit Inc. Use Toy Fair Mobile TUV Rheinland of North America Wee Blossom Wry Baby at the show! TWC of America, Inc. Weethink Wyla Inc.-a/k/a Just Pretend Kids Ty Inc. Weihai New Horizon Toy Co., Ltd.

TM For the inner child in all of us!

• NEW Flower Friends tote bag collection

• 4 colorful characters to choose from • 18 colorful, quirky characters

• Make every sleepover a little more fun! • Designed by artist, Mara Murray • Brighten any room and bring a smile to every face!

Come see us at Toy Fair! Booth #5877 Laid Back Kids® and ZOOmeez™ are Oak Patch Gifts® brands. www.oakpatchgifts.com | P: 800-824-2374 | F: 541-359-4755 20 february 10-13, 2013 | New york city Celebrate Creativity at Toy Fair! Creative Factor 2013 presents Free Demonstrations by Incredible Artists Creative Factor is hosted by Brett Klisch in partnership with Toy Industry Association, Inc.

Adam Beane Mike Defeo Noted Toy Sculptor and Master Legendary 3D modeler for Portrait Artist films such as Ice Age, the Lorax, Graham Halky Horton Hears a Who, Despicable Designer and Licensing Me and more Agent for Thomas the Train, Eloise & Teletubbies

Matthew Reinhart Eric Maruscak Pop-Up Book Artist Eric Nocella Extraordinaire World Renowned Chalk Expert Toy Sculptor Artist *Days and times to be announced. Artists subject to change.

The Triple Play of Toy Making continued from page 14 a new company can establish a your own dream to life. retail presence and market its To schedule a meeting with products at minimal cost to the one of these professionals, email biggest captive audience ever. Brett Klisch at perumeridian@ With or without the assistance hotmail.com. And please pop into of a consultant specializing in so- the Creative Factor drop-in learn- cial media, a savvy entrepreneur ing center to see demonstrations can create buzz in a matter of of product design, 3D modeling, hours with an internet campaign sculpting, product photography creative enough to go viral. The and more. n doors of the bigger companies are still hard to get through, but name Brett Klisch, a veteran of the Toy Industry started his career as an action figure sculp- recognition established through tor for McFarlane Toys and Hasbro, but vehicles including Twitter and soon found that project management and Facebook and, of course, the big art direction was his forte and launched sales that online presence gener- Peru Meridian Studios in 1998. After di- recting numerous product lines as an out- ates usually grease those hinges a side contractor for top toy companies and bit more. start-ups alike, Mr. Klisch jumped to being Start-ups and new company his own manufacturer. His wide ranging owners are not alone. More than skills came to life as the founding owner of Bellybuds llc. and in his current posi- at any time in history, there are tion as President of Drink Preservers LLC many affordable options to help (drinkpreservers.com), a soon to be pow- make dreams come alive. At Toy erhouse in the home wares industry. Mr. Klisch has ventured out of the toy world Fair’s Creative Factor Knowledge and has given his talents in design and Network sessions (see page 31) fabrication to television, theater, film, and for tentative schedule) engineers; the fine art world as well. Mr. Klisch still packaging, toy and graphics de- spends his philanthropic time mentoring start-ups on product development and signers; manufacturing sources manufacturing solutions. and project managers will share their expertise to help you bring www.ToyFairNY.com TOYFAIRNY.com 21 Independent Thinking Focused and Free Educational Sessions for Specialty Retailers

Sunday, February 10th Tuesday, February 12th Tuesday, February 12th 2:30pm – 3:30pm 11:00am – 12:30pm 1:00pm – 2:00pm Winning on Main: How Local Retailers Explode Your Sales: How to Get the How to Find, Hire and Train a Team of Thrive in the Digital Age Maximum Bang from Your Marketing Retail Superstars Doug Fleener, President and Managing Bucks Bob Negen Partner, Dynamic Experiences Group LLC Bob Negen, Best-Selling Author, Consultant Attendess will learn Former Director of Retail, Bose Corporation and Professional Speaker • The tricks to finding the best, most highly Attendess will learn Attendess will learn qualified candidates. Once you know • How to build on their legacy and create a • Are your in-store promotions generating these you’ll be able to recruit like a pro. more viable way to compete the kind of buzz (and sales) you know • How to develop interview questions that • Three necessary outcomes of every cus- they could and should? separate the potential superstars from tomer visit • Are you able to generate foot traffic (and the run-of-the-mill. • What 85% of consumers are willing to pay cash) on demand? • The most important — and most fre- more for and how to deliver it • Is your social media marketing creating quently forgotten — step in the training • Seven imperatives for winning and keep- a community of passionate fans who process. ing customers on Main wouldn’t dream of buying their toys on- • The secret to consistently great training line or at a big box store? — every employee, every time you hire. • The most effective coaching tool ever. If you answered “no” to any of these ques- And it only takes 15 seconds. tions make a point of joining retail expert and toy industry veteran Bob Negen for this stimulating session.

The Triple Play of Toy Making Toy Fair 2013 Mobile App ith this year’s mobile app, plan- ning for Toy Fair 2013 and Wstaying on-track has never been easier! With a host of innovative features, you will be able to make the most of your time whether it’s on the plane, on the show floor or running to your next appointment. Fully Searchable Exhibitor list Research companies you want to see and save notes on what you find interesting. Interactive Map with Wayfinding Create your route from right on the show floor and never get lost again! Personalized Agenda Add Meetings, Conference Sessions or Exhibitor Appointments and keep your schedule up-to-date while on- the-go. Toy Fair Knowledge Network Programming Complete schedule of conference sessions Show Specials Research, find and shortlist all special offers throughout the show – then get directions straight to the exhibitors’ booths Breaking News Keep in touch with Updates and Exclusive Show Coverage Complete Event Information Registration hours, shuttle info and much more! Available for iPhone, Android and BlackBerry. Simply visit m.toyfair.com to get started! 22 february 10-13, 2013 | New york city ToyDesignCon 2013 Play Happens at Toy Fair … Save the Date And All Year Long

oy and game designers are program developed by a TIA plan- invited to come together in ning committee. Speakers crossed TRochester, New York from multiple platforms, including toy June 23-25, 2013 for a three day company executives, highly-regard- “play date” at the world’s most ed inventors, experts from TIA and comprehensive historical collec- the Strong, a representative from tion of toys and games. the International Center for Studies “ToyDesignCon (2012) really in Creativity who helped partici- made me think about how I work pants understand how the creative and what we can do to improve process affects decision-making what we are doing. The whole thing and an expert on transmedia sto- new digital publica- a comment, uploads a photo or made me feel proud to be a TIA rytelling who helped participants tion, PlayHappens.org, video, participates in a poll, and member.” — TDC 2012 attendee focus on expanding their creative A. is helping the business more. Powered by PunchTab. and Faber-Castell employee. process. Each presented their of play come alive by giving com, these loyalty points can “ToyDesignCon is a wonderful ideas during panel discussions and members of the toy industry op- be cashed in for prizes, includ- opportunity to connect designers presentations. portunities to learn from and ing the chance to win tickets to with exceptional resources that are “This was a great opportunity interact with industry experts an incredible New Year’s Eve ex- invaluable for supporting the cre- to meet industry people, exchange and each other. travaganza in the heart of NYC’s ative process,” said Judy Ellis, who ideas and information,” said a An evolution of the former Toy Times Square. As in years past, attended the inaugural confer- TDC 2012 attendee and Sesame Fair NY Blog, the site is a com- additional points can be accrued ence in 2012 and is chair of the Toy Workshop employee. A draft agen- prehensive resource that houses by “checking-in” (via mobile Design Department at the Fashion da for ToyDesignCon ’13 will be go-to-market strategies, business phones or tablets) at various Institute of Technology. available soon; for more informa- tools, research and trends cov- activities throughout Toy Fair Last year’s conference, tion, please visit ToyAssociation. erage contributed by a team of week, beginning at the Toy of the ToyDesignCon 2012: Informing org/ToyDesignCon. n experts from the world of licens- Year (TOTY) Awards on February and Inspiring Toy and Game ing, digital media, government 9th through the show’s close on Designers, featured a well-rounded agencies and more. The site is February 13th. The grand prize powered by the Toy Industry winner will be announced short- Association, owner and producer ly after Toy Fair. of the American International “Play is happening all around Toy Fair. us, every day,” said Carcone. “This “Bridging the online and new web resource helps to cap- offline activities of Toy Fair has ture the excitement, engagement been a resounding success in and energy of play professionals years past,” explained Kimberly and channels it so that great in- Carcone, senior director of trade formation is available for others show and event marketing at TIA. in the industry. TIA is happy to “PlayHappens.org is as much launch this new resource for the an online ‘playground’ as it is a community and also to host the powerful business tool for play next round of our popular ‘Play professionals.” Happens in New York’ game at The site has been set up to Toy Fair ’13!” reward user engagement by Visit PlayHappens.org for awarding loyalty points to a visi- information on how to play! n tor each time he or she submits

www.ToyFairNY.com TOYFAIRNY.com 23 Women in Toys (WIT) Announces a New WIT - Walmart Collaboration

consultants, manufacturers, packaging designers, PR firms, industry associa- tions, and trade journals will collaborate with WIT, publish articles and promote the initia- ew York, NY -WIT is buyers can come and see during tive, help suppliers prepare very pleased to an- Toy Fair,” says Phillips. for their Walmart meetings and Nnounce the launch of a A two-pronged approach is expand their Walmart business. new and groundbreaking initia- aimed to help grow women- ABOUT Wo m e n I n To y s tive at Toy Fair 2013 entitled the owned businesses who are active The Mission of Women in Toys WOMEN IN TOYS - WALMART suppliers, as well as those that is to provide a professional net- WOMEN’S GLOBAL ECONOMIC would like to become suppliers. working base for women working EMPOWERMENT Initiative, “WIT is thrilled to have within the Toy, Licensing and which will help Walmart reach the opportunity to collabo- Entertainment Industries and its goal to source $20 Billion from rate with Walmart!” says Patti to acknowledge and promote Women-Owned Businesses by Becker, Chairman of the WIT the achievements of these wom- 2016. Advisory Board and Immediate en. WIT provides resources and During Toy Fair, WIT will offer Past President of WIT, who ap- information to empower both its version of “speed dating” in proached Walmart with the idea men and women in our indus- which women-owned business- to collaborate. “The WIT - Walmart tries. WIT, founded in 1991, has Women’s Global chapters in the United States, Empowerment Canada, China, Australia, I n i t i a t i v e Germany, Greece, Israel, The will provide a Netherlands, Scandinavia, Spain vehicle for wom- and the United Kingdom. n es of all sizes will be able to pitch en-owned toy companies and their products to Walmart. For related children’s businesses to more information about pitching access Walmart buyers, poten- your products, or to join the plan- tially become a new Walmart ning committee, please contact: supplier or have the opportunity Award-Winning Patti Becker, Becker Associates to grow their supplier business if LLC, www.BeckerAssoc.com, they are already an active Walmart Activity Books [email protected] or vendor. We are extremely grateful 203-322-7396. to everyone who is working with As part of its Women’s Global us, and we’re excited to see this E c o n o m i c E m p o w e r m e n t initiative come to fruition in time Initiative announced last fall, to launch at Toy Fair 2013.” Walmar t has committed to The Walmart pitch meetings sourcing $20 Billion dollars from are by appointment only, during Women-Owned Businesses over Toy Fair, February 10-13, 2013, five years. “Walmart is very excit- at Javits Convention Center. The ed and committed to our Women Women in Toys, Licensing and Owned Business Initiative,” Entertainment Booth #5801 will says Laura Phillips, Senior Vice be used to promote this initiative President of Toys, Seasonal, and and serve as registration check- Celebrations for Walmart U.S. in for Walmart pitches. Private and a member of the Women meeting rooms provided by the Shipping Now in Toys (WIT) Advisory Board. Toy Industry Association will “Walmart will lead a major effort be made available and outfitted in three key areas, with specif- for Walmart Pitches. Dozens of ic goals to empower women women-owned businesses who across its global supply chain have children’s products, prod- Pom-Pom Puppies Shipping Fall 2013 by the end of 2016. We are eager uct lines, and brands to pitch to extend the pipeline and cre- have already shown interest. An ate a Women in Toys - Walmart anonymous private donor has Come see our newest Global Economic Empowerment pledged up to $3 Million to de- Program for Women, to find velop approved products. More breed of books! and source women-owned than 20 women have joined the companies with products that planning committee. Marketing Booth #2729 Toy Fair Special! 24 february 10-13, 2013 | New york city A United Voice for the Toy Industry READ ALL trade association can do what one individual are sprouting up across the country and affect- ABOUT IT company cannot do on its own – speak with ing every element of the product life cycle: from AT TOY FAIR A. a united voice on behalf of an entire indus- raw materials and energy consumption during try to lawmakers, regulatory bodies, NGOs and the manufacturing to programs that would make Toy Fair is pleased to media at the state, federal and global levels. Within manufacturers responsible for the collection and acknowledge our Publication the Toy Industry Association (TIA), staff and mem- disposal/recycling of products at the end of their Partners. bers – from toy makers to toy sellers and everyone useful life. The Federal Trade Commission has al- As a service to our at- in between – work together to shape and represent so updated its requirements on the marketing of tendees and exhibitors, the positions on key legislative and regulatory issues “green” products. following trade publications that directly affect the development and distribution will be available at the Toy of toys: product safety, ethical manufacturing, en- • Marketing to Children Fair registration areas within vironmental protection, marketing to children and Children’s online privacy is the current “hot but- the Javits Center. Pick up other consumer and industry concerns. ton” issue. The toy industry wants kids to be safe your FREE copies while sup- Before we look ahead to 2013, let’s take a quick no matter where and how they play, but it’s also plies last. look back to November 2012. important to preserve a com- pany’s right to communicate to Baby & Kids 2012 Elections: Net Effect kids in a responsible manner. CreativePlay Retailer At the federal level, the Some proposals would limit the Dealerscope balance of power and the lead- availability of data necessary to Edplay ership in all branches remain analyze digital offerings and Gifts and Decorative the same, but the power struc- improve content while others Accessories ture on several key Congressional committees is would limit targeted advertising on e-commerce Giftware News changing; legislation on issues important to the in- and other sites focused on consumers over the Kidscreen dustry is also more likely. The bottom line: industry age of 13. Overall, TIA is upholding our industry’s License! Global education and engagement with new Congressional long-standing support for self-regulation. Museums and More contacts must happen quickly and often. At the State Party & Paper level, the elections caused a more significant shift. • International Trade Retail Merchandiser There are now 26 legislatures controlled entirely by The greatest opportunities for toy industry growth Royalties the GOP, 19 completely controlled by Democrats, lie largely beyond U.S. borders. TIA’s efforts to Scholastic Parent & Child four with split legislatures, and one that is unicam- extend market access are focused on enhancing Selling Halloween eral and nonpartisan. The bottom line: the industry regulatory cooperation, reducing technical barri- Souvenirs, Gifts & Novelities will face a progressive and challenging environment ers to trade while also providing enhanced export The Toy Book in many key states during 2013. assistance and information. The Licensing Book Total Licensing What’s on deck? Grassroots Advocacy Toys and Family • Product Safety Bringing lawmakers and regulators together with Entertainment A longtime advocate for the safety of children, the toy company representatives for face-to-face inter- toy industry leads the development and main- actions is a key component of TIA’s advocacy efforts. We are also pleased to tenance of strict safety standards used around “We need all TIA members – large, mid-size and acknowledge the support the world. Even with the requirements already small businesses – to join with us in making sure the of Global Toy Experts www. in place, TIA continues to fight concerns over industry’s voice is heard on Capitol Hill and in state globaltoyexperts.com as an product components, including how batteries houses across the nation,” said Ed Desmond, execu- online publication partner. and magnets are used in toys. Policymakers from tive vice president of external affairs for TIA. Available publications coast to coast are considering new warning labels, To facilitate these conversations, TIA hosts an- are subject to change. containment requirements and bans. nual events in Washington, DC and Sacramento, This list of publications is California where members meet with federal and as of December 14, 2012. • Chemical Regulations state legislators. TIA staff also use online tools to give Additional publications may By whatever name – “chemical management,” members the power to deliver important messages be available onsite. n “green chemistry,” other – the focus here is on the to their lawmakers. In early December, for example, materials used in toys and whether (or to what members rallied to send letters to their Senators and degree) those materials must be labeled, report- Representatives calling for President Obama to in- ed, restricted, or even banned. Manufacturers tervene and end the strike that crippled the ports of are affected in several ways. In Washington State, Los Angeles and Long Beach. however, retailers share responsibility for assuring “TIA members dictate the industry’s priorities,” that the products on their shelves are compli- said Desmond. “We need your voice at the table ant with the new laws. Many states are pursuing where the Association’s positions are set and when their own ‘solutions’ while, at the federal level, we meet with state and federal lawmakers. Your an update of the Toxic Substances Control Act is stories will influence the decisions they make … Retail experts share their underway. and the impact those decisions can have on your knowledge every day dur- businesses.” ing Toy Fair. Check out our • Environmental Responsibility Learn more about TIA’s advocacy activities and Independent Thinking ses- Though toys comprise less than 1% of typical how to become involved at toyassociation.org/takeac- sions and get in the know! household waste, “earth-friendly” initiatives tion. n www.ToyFairNY.com TOYFAIRNY.com 25 An Introduction TOTY 2013: It’s All About Play! To Customer he 2013 Toy of outstanding contribution Development the Year (TOTY) to the industry. She holds TAwards is set to a BFA in Communication continued from page 7 take place on Saturday, Design from the Parsons February 9th kicking School of Design. population and 40% of all off the 110th American worldwide internet users). International Toy Fair. The late Russ Berrie The user accounts are Coined the “Oscars” of was chief executive and real: the network was born the toy industry, TOTY chairman of Russ Berrie as a social communications brings together indus- & Company, an Oakland, tool, and as such, there’s less try professionals to New Jersey business he of a reason to be anonymous honor the top toys and founded in a rented ga- on Facebook. Furthermore, properties of the year across 12 We are proud that the TOTY rage in 1963. Mr. Berrie, who spammers don’t get very far categories – from Innovative Awards will once again support passed away in 2002, built a with a Terms of Service that and Educational to Activity and the Foundation’s inspiring work small finan- disallows and pursues fake Outdoor toys. The festive eve- to bring joy and play to one mil- cial empire names and side accounts. ning also salutes icons being lion children in need each year.” on stuffed User Accounts are filled inducted into the Toy Industry animals and with demographic data: age, Hall of Fame and supports the in- Toy Industry Hall of Fame other toys location, gender and interest spiring work of the Toy Industry Included in the prestigious – from his are all collected and sorted. Foundation. New this year, the TOTY awards ceremony is the in- initial launch It has proof of engagement: Toy Industry Association (TIA) duction of industry icons into the of Fuzzy- In early 2012, it was reported has introduced the “e-Connected Toy Industry Hall of Fame. This Russ Berrie Wuzzies to that 1 in 5 internet page views Toy of the Year” category to rec- year’s inductees are Judith (Judy) its immediate follow-up with the were within the social net- ognize toys that interact with Ellis, founder and chair of the Toy Bupkis family and the SilliSculpt work, 250 million photos were smartphones, tablets or gaming Design program at the Fashion lines. In the 1980s, the Snuggle uploaded each day to the so- devices. Another exciting addi- Institute of Technology (FIT), and bear line prospered, followed by cial network, and for each tion to the 2013 awards program the late Russ Berrie, former chief Troll-mania in the early 1990s. visit the average user spent is the “People’s Choice Award.” executive and chairman of Russ More recently, and since Mr. 20 minutes on the social net- The winner in this category will Berrie & Company. Both were Berrie’s passing, the compa- work. My point: if you can’t be selected exclusively by votes n o m i n a t e d ny acquired plush licenses for find your niche on Facebook, received on the ToyAwards.org by peers in DreamWorks Animation and you might need to have an- voting website, representing the the the in- the Madagascar brand, Marvel other “a ha” moment. public’s choice for the most pop- dustry and Inc., and Raggedy Ann and Spending only about 5 min- ular plaything of the year. This selected by Andy. Under Mr. Berrie’s lead- utes on each of my potential year’s finalists were selected from TIA members ership, Russ Berrie & Company markets, I’ve determined the nearly 650 nominees submit- and former (RUSS) became one of the larg- following (in a real world sce- ted for consideration in the fall. Hall of Fame est gift companies in the world, nario, I would spend hours, Nomination committees com- Judy Ellis inductees. with more than 1,500 employees not minutes): prised of academics, journalists, Judy Ellis is the founder and around the world and some $300 toy trend experts, play therapists, chair of the nation’s first bacca- million in annual sales. Mr. Berrie toy inventors/designers, and toy laureate program in Toy Design, also devoted endless time, en- retailers narrowed the field to the which she launched at FIT in ergy and resources to numerous finalists, which were unveiled 1989. With an emphasis on ethi- charitable causes; Fortune mag- at a national press conference cal design and commitment to azine honored him as one of the just before the Thanksgiving community, the FIT program “40 most generous Americans” in holiday. From late November boasts more than 350 alumni its February 6, 1998 issue. to mid-January, five ballots who work in leading toy design, Ms. Ellis and Mr. Berrie will Group: Ol’ School were distributed to consumers, manufacturing and inventor join an impressive roster of 59 I chose my demographic mass retailers, specialty retail- groups throughout the United individuals who have been previ- to be limited to individuals ers, journalists/bloggers and toy States and across the globe. An ously honored for their significant in the United States, over 25 companies to determine the ulti- estimated 3,500+ products – contributions to the growth and years old, and who have con- mate award winners across each some of which have won TOTY success of the toy industry since firmed their interest in Board category. “The TOTY Awards is Awards in recent years – have the Hall of Fame was established Games, Puzzles, Strategy, a highly regarded program cel- been designed by FIT Toy Design in 1984. Rubik’s Cube, or Problem ebrating the most creative and alumni. Ms. Ellis has received The 2013 TOTY Awards will Solving. My reach is 2,347,280 successful toys of the year,” said two SUNY Chancellor’s Awards take place on Saturday, February and based on my personal Carter Keithley, TIA President. for Excellence in Faculty Service 9th, 2013 from 6:30 to 11 p.m. at experience with running FB “It is also a great opportunity to and Distinguished Classroom The Plaza Hotel in NYC. Tickets Ad campaigns, a decent click honor the joy that toys and games Faculty, the FIT President’s may be purchased online at www. through rate (CTR) is about bring to kids of all walks of life – Award for Faculty Excellence, totyawards.org. n including those who are served and an award from the national continued to page 30 by the Toy Industry Foundation. Women in Toys organization for

28 february 10-13, 2013 | New york city UH OH. (You like my product. Now you want my support?)

ou presented your product to your re- you get them to consume your message? Are Add mobile phones to the mix, coupled tail buyer. He likes it. A very necessary they watching TV? Check! (Among Kids 0-8, with gaming consoles, applications on tablets, Yfirst step. Now, he wants a meeting to “74% of kids are spending TV screen time”, ac- plus time sitting in theatres recreationally with see what you’ll do to support your brand. Uh cording to Common Sense Media). Are they moms and dads, and many hours are clocked. oh... on their computers, tablets and cell phones As a toy marketer these days, there is a lot – learning, playing and communicating with of pressure thrust upon their peers? Check! Check! Check! (According you. One of those pres- to NPD, “children spend approximately five sure points relates to days a week using mobile devices such as a your media plan and smartphone, tablet or iPod Touch, with an av- what, precisely, you are erage session generally lasting just under one going to do to support hour.”) Are they in cars, theatres, outdoor, in- your brand. Your media school? Yes! Yes! Yes! Yes! There are so many plan must deliver big… kids – each with limited time and pre-deter- and your retail partner mined routines. Kids under 18 have a wide The best way to reach and engage your tar- David Becker has very strong ideas as array of media consumption as outlined by get audience of kids 2-11, and their moms, is President Blue Plate Media Services to what you should be the Kaiser Family Foundation, Generation M2 through a smart, blended mix of media. Focus spending…where you below: attention, and spending, on the platforms should be spending it…and when. They have that deliver the greatest share of voice, then a lot riding on your success. Impress your buy- build the mix accordingly. This calls for a mix er and you are one step closer to securing your of TV, coupled with Digital (display, pre-roll, sell in. Upset your buyer, or let him down, and gaming), strong support of Search (branded, you run the risk of losing the order. Scary! One category and competitive keywords), Mobile, partner wants to see heavy advertising during and an element of Social. Where applicable, peak season…with very specific weekly TV Print (consumer and trade, depending on weight. Another wants to see advertising start where you are in your product life cycle), FSIs earlier, extending the season, lessening their (drive to retail when targeting moms) and risk, and ensuring a steady early flow of retail In-theatre (where relevant). There are many traffic. Another buyer wants to measure your It is very important that we know where media choices and we can’t afford for one plan in relation to the competition. All valid to reach kids…and when…and how often. medium to unnecessarily dilute the efforts of points, but how do we satisfy everyone (includ- Match your dollars against share of time spent another, especially when one medium might ing the bean counters controlling your budget) with each medium…add time spent with your deliver the lion’s share of our targeted eyeballs. while staying true to an effective plan? brand, and you’ll arrive at a mix of media that Most importantly, it is necessary to build a What steps will you take to ensure a win- delivers your target audience square on. But plan that leverages the reach and frequency ning media plan, one that satisfies your retail relevancy matters, too. of TV with the engagement and time spent of partner while, at the same time, reaches your How do you maximize your reach? digital media, all while driving sales and satis- target audience, breaks through the increasing Consider the stats: America has 114.2 million fying your retail partners’ wish list. clutter…and drives your brand? TV Households (down from 114.7 million in Follow the above media rules and the days Any smart media plan needs to first de- 2011). Why the drop in TV Households? There of Uh Oh are over. fine its primary audience. Simple enough are many logical reasons…including 1) the (although this is often easier said than done). shift from analog to digital; 2) pure economics Blue Plate Media is celebrating its 8th year Once defined, how do you then reach and en- of owning a TV; and 3) consumers are viewing as strategic media partner with Toy Industry gage your audience either nationally or in key more video content across all platforms – rath- Association. The Blue Plate Media TIA affin- markets (aligning with your distribution)? Your er than replacing one medium with another. ity program is a resource available to members. plan needs to reach a lot of kids. But what’s a Media channels are rapidly evolving and You can tap lot? And which kids? And at what weight lev- becoming more complex…While the lead- into this me- els? Are moms included? Or both? ing Kid TV networks are fighting for eyeball dia resource According to Nielsen Universe Estimates attention of kids 2-11 and their moms – we for advice, (UE), there are 23.6 Million kids aged 6-11 know that the TV screen is not the only screen media research, direction and savings. Blue in the United States. Add an additional 1.7 these days to reach and engage our target au- Plate Media educates members about all things Million in Canada, and we total a whopping dience of kids…and their moms. Digital can media. 25 Million kids 6-11 in North America. That’s deliver super-targeted reach into this chan- Blue Plate Media Services is a full service a lot of kids. That number takes an exponen- nel surfing demo…providing powerful brand media planning and buying agency specializ- tial leap if we extend to kids 2-11 – climbing engagement. ing in connecting with Kids and Moms. Serving to 39.6 Million and 3 Million respectively, de- Kids under 18 spend upwards of an hour as advocate to TIA members, Blue Plate Media livering nearly 43 Million kids 2-11 in North and a half online each day, outside of school Services delivers highly targeted, integrated so- America. So, if we are striving to reach 95% (Kaiser Family Foundation, Generation M2). lutions across the media landscape. For more of kids within our universe, 3-5 times, what’s These daily online sessions include web information on BPMS, visit www.blueplateme- the magic mix? Do we stop there, or do we go browsing, playing games, learning, and watch- dia.net, email [email protected] or beyond reach and frequency and add another ing video. Moms make up more than one-fifth call David Becker at 908-918-0202. n element we call engagement …and time spent of online video viewers and spent an average with your brand? of 258 minutes viewing online video (Nielsen, How do you target the right kids? How do March 2011). www.ToyFairNY.com

30 february 10-13, 2013 | New york city Happy Birthday to The Toy Bank!

013 marks the 10th year anniversary of the Toy single-evening toy drive on Wednesday, February 13 Industry Foundation’s Toy Bank – the official at the close of the show. 2charity of Toy Fair. Since its inception in 2003, “Every single ‘birthday’ gift to The Toy Bank The Toy Bank has delivered means that one more child in $70 million in toys, books, need will have the opportuni- DVDs, plush, games, and oth- ty to play with a toy that is all er playthings to children in their own,” said Medina. need around the world. Playthings collected at Toy “We look forward to cel- Fair will be distributed to New ebrating this milestone at Toy York-area children’s chari- At the close of Toy Fair, volunteers in bright orange t-shirts will sweep the floor for The Toy Bank’s 10th annual collec- Fair alongside the generous ties as well as to TIF’s newest tion benefitting children in need. toy manufacturers, retailers, n a t i o n a l p a r t n e r, Co u r t distributors and licensors Appointed Special Advocates who have brought toys and (CASA) for Children. Toys hope into the lives of millions delivered to CASA bring happi- of kids,” said TIF Manager Marisa Medina. “Plenty ness and hope to children entering foster care, and of fun birthday activities will be held at our booth are used to build trust through play between kids throughout Toy Fair week, and we hope to collect and the court-appointed volunteers who advocate more toys than ever during our annual end-of-show for their rights. toy collection.” Exhibitors will receive a Toy Bank product dona- Each year, an average of 26,000 toys are donated tion form at their booth with donation instructions to The Toy Bank by Toy Fair exhibitors. In celebra- near the close of the show. The Toy Bank collects toys at Toy Fair and throughout tion of 10 years of service, The Toy Bank has set a To learn more, exhibitors can contact the Toy Bank the year for children in foster care, with parents in the military, struggling in poverty, or dealing with other dif- goal of collecting more than 35,000 toys during the at: [email protected]. n ficult situations.

An Introduction To Customer Development continued from page 25

.5% which yields 11,736 potential customers Learn & Iterate require, and it costs nothing to activate your for us to reach out to. More on this later. More often than not, your product is not project with Kickstarter (www.kickstarter. as perfect as you had originally thought. In com). It’s a win, win. Group: New School this case, use the feedback to “pivot” your I chose my demographic to be limited idea a bit. If you collected the email ad- Conclusion to individuals in the United States, over 30 dresses like a smart marketer, you can keep The toy industry is a very eclectic and years old, who have confirmed their interest these “earlyvangelists” in the loop when you creative bunch, and I’m sure ideas aren’t in toddlers, diapers and parenting. My reach take the product to market. very hard to come by at events like the is 3,210,500 which yields around 16,052 po- American International Toy Fair. My hope is tential customers I can reach out to. Show Me The Money that you start to wrap your head around the Nothing validates a product theory quite idea of customer development, so that you like someone willing to pay for it now. can effectively validate your ideas and build A great survey question to ask is, “Would remarkable products. This is only a brief in- you pay for a product like this now” even troduction to customer development. For a though we aren’t actually prepared to take thorough understanding of the theory, I en- money from them at this stage of the game. courage you to read Steve Blank’s, The Four Despite the survey giving you indication to Steps to the Epiphany. invest, here’s a little secret I have for getting For more articles about your product funded: business tools and web strat- egy, I invite you to frequent Get Out Of The Building Kickstarter www.playhappens.org — “No facts exist inside the building, on- If you’re unfamiliar with Kickstarter, it is a Where business comes to ly opinions,” writes Steve Blank. What he funding platform for creative projects. play. n means is that we need to get outside and Creating a Kickstarter project, we can Rich is a founding member of Secret ask our target market specific questions that ask these earlyvangelists to put their money Stache Media, www.secretstache.com, challenge our new product theories. where their mouth is. Put together a great a Vail Colorado web strategy firm. He My suggestion is to create a free digital pitch about your product, add a video, prod- oftentimes refers to himself as a “Fran- survey with a service like Google Docs (docs. uct designs, and some information about kenstein Web Professional” as his edu- cation in the digital space stems from google.com) or Survey Monkey (www.sur- the company culture. bits and pieces across the open web. A veymonkey.com) and use Facebook ads to The best part is that you’re in no way product of the Open Source Community, target the customers we researched earlier. obligated to continue the project unless it Rich is obsessed with Information Architec- reaches the minimum level of funding you ture, Search Visibility, and experimental marketing strategies. www.ToyFairNY.com TIA Education at Toy Fair 2013 There’s a lot happening at Toy Fair this year – educational seminars, demonstra- TIA’s Content Connection tions, panel discussions and networking opportunities - all designed to maximize your TIA’s Content Connection featuring dedicated educational sessions created specifi- time in New York and help you grow your business. Look at what we have planned. cally for the world of licensing is produced in association with EPM Communications, publishers of The Licensing Letter and Youth Markets Alert, and JC Inc. TIA Education at Toy Fair Toy Industry Association is proud to host a number of events for all Toy Fair partici- Creative Factor pants. Whether you are interested in safety and compliance issues, growing your retail Sessions and demonstrations designed especially for the creative community. business, protecting your intellectual property or expanding your export efforts to new Inventors, designers, and anyone who wants to learn and be inspired at the same time countries, TIA and Toy Fair have just the session for you. are welcome to attend.

Digital Kids Conference Independent Thinking The 7th annual Digital Kids Conference is the must-attend event for brand own- As an independent or specialty retailer you will find practical and useful informa- ers, entertainment and media executives, marketers, producers, digital media directors tion in all of our educational sessions presented specifically for you. Increasing your and licensing professionals seeking to engage children online and on digital devices. sales, maximizing non-traditional space and inexpensive ways to attract the right prod- uct and the right customer to your business are among the topics discussed in the 2013 program. Join us for a variety of topics held throughout the show.

Creative Factor is hosted by Brett Klisch in partnership with Toy Industry Association, Inc.

Time Sunday 2/10 Monday 2/11 Tuesday 2/12 Wednesday 2/13

ALL DAY Digital Kids Conference Digital Kids Conference Sessions throughout the day Sessions throughout the day www.DigitalKidsCon.com www.DigitalKidsCon.com

8:00am–9:00am TIA Annual General Meeting

9:30am–10:30am Winning Retail Strategies TIA Safety Compliance – Leigh Ann Scwartzkopf, Update Project Partners (runs until 12:30) – John Parham, Parham Santana

10:00am–11:00am Richard Levy and Ron Weingartner share anecdotes and stories about their experiences licensing inventions to toy companies.

Chemical Safety Assessment – Joe Rinkevich, Scivera

10:45am–11:45am Licensing 101: Lessons in Licensing – David Jacobs, HiHat Media

11:00am–12:00pm Graham Halky, designer and Explode Your Sales: How to Get the licensing agent of Thomas, Maximum Bang From Your Teletubbies, and Eloise speaks Marketing Bucks (runs until 12:30pm) about technical and aesthetic – Bob Negen, Author choices when deciding on your packaging design.

12:00pm–1:00pm Hiring a Licensing Agent or Consultant – Rick Mallow, Making Connections, LLC

1:00pm–2:00pm Brett Klisch and Charles Berzon Steve Edmiston and Mark V. Jordon How to Find, of Prosource Global talk about examine business structures and Hire and Train a Team safely sourcing your the game of financing start-up of Retail Superstars manufacturing needs businesses (including the latest on – Bob Negen around the globe. crowdsourcing!)

Canada EPR Legislation – Dave Smith, Lego Systems, Inc.

1:00pm–5:00pm Digital Kids Safety Summit www.DigitalKidsSafety.com

1:30pm–2:30pm Growing the Preschool Market Exploring the Domestic – Ira Mayer, EPM Communications Chinese Market – Crystal Zhong

2:00pm–3:00pm Richard M. Blank Esq, will discuss how an inventor can take care of the new Patent laws by utilizing a provisional Patent.

2:30pm–3:30pm Winning on Main: How Local Retailers Thrive in the Digital Age – Doug Fleener, Dynamic Experiences Group LLC

3:00pm–4:00pm International Playgrounds Are Flat Guide to Exporting: – Ira Mayer, EPM Communications Opportunities North & – Vanessa Hartnoll, Retail Consultant South of the Border – Karen Rangust, Rangust Communications

*Sessions, times and speakers are subject to change. Additional fees may apply. Please visit www.toyfairny.com for details. Feb. 10-13,To 2013New | York NEW Y Fair PlaSmart from booth # 1851

Color-it-Yourself Posters

Fantastic family activity, kids’ project, or hobby!

• Sturdy, long-lasting posters stand the test of time • Choose from five 24 x 34” posters or two Mini-Kits containing four 11” x 14” posters each • Each poster or kit contains 12-non-toxic, dual-tipped pens (calligraphy tip & fine tip)

www.PlaSmartToys.com [email protected] /PlaSmart /PlaSmart