High-tech and low-tech play out at Toy Fair
Toy buyers, manufacturers, retailers and others, simply curious about the latest trends, gathered this week at the massive Javitz Center in New York City to see what would be the hottest products for 2012.
Technology continues to be a popular driver of new products, as evidenced by the number of toys designed specifically to work with the iPhone or iPad. However, there was also an apparent shift toward more simple toys, perhaps reflecting the current economy and the inability of many parents to shell out $100 on a toy that will only get played with a short while.
Toy manufacturers are leveraging the popularity of Apple products to offer a whole new level of play. Mattel, for example, introduced its Apptivity line, which it describes as “toy meets tablet.” Using patent-pending technology, Apptivity allows kids to take a physical toy, such as a Hot Wheels car and play with it on the screen of an iPad. Hasbro’s new Lazer Tag game utilizes the camera, in the iPhone or iPod touch along with a free app to create an experience that connects real life and video games. Jakks took the top-selling Songify app, which turns everyday moments into music, into a new toy that allows kids to create a song simply by speaking.
Social media was also a key driver of new toy development for 2012. Mattel turned to YouTube to see what girls like most about its Fijit toy to help launch its companion Yippit toy, Mega Brands turned to fans at Halo Fest for inspiration for its 2012 line, and Gund launched a new stuffed animal based on the Facebook sensation Boo the Pomeranian.
While low-tech toys going high-tech was a major trend at this year’s Toy Fair, the reverse was also true, with many popular online games and apps inspiring more traditional toys and games. Hasbro, for example has entered into an agreement with Zynga, the makers of the widely popular online games Words with Friends, Farmville and Cityville for a new line of board games.
Licensing of highly-anticipated films and TV shows was once again a big part of Toy Fair as companies hope to leverage their popularity into big sales. Geoworld made its Toy Fair debut with its line of paleontologist-approved line of dinosaurs inspired by Nick Jr.’s “Dino Dan.” Mattel hopes the buzz around the much-anticipated “The Dark Knight Rises" will have fans lining up to purchase its collection of action figures and vehicles. For its upcoming "Monsuno" line, Jakks worked closely with Dentsu Entertainment USA, FremantleMedia Enterprises and The Topps Company to develop toys and games that would launch simultaneously with the TV show.
With more consumers calling for transparency about how and where their toys are made, it’s no surprise that many of the exhibitors at Toy Fair boasted eco-friendly offerings and their “Made in the U.S.A.” credentials. Mega Brands touted its Bloks First Builders pre-school construction line, which comes in an eco-friendly bag, while Jakks promoted the return of the Big Wheel, which is 100% made in the U.S.A.
Of course being green and made in the U.S.A wasn’t just for the big companies. The aptly named Green Toys boasts eco-friendly toys that are BPA and phthalate free, and made in the United States.
No matter what type of toy they were promoting, the Toy Fair exhibitors were optimistic about the upcoming year and expressed confidence ahead of the holiday season.