By Karina Masolova
While last year’s Toy Fair was dominated by Frozen and Minions, this year their effects were felt more literally, with attendees braving sub-zero degree weather. Although the power brands are nowhere near gone, there was a greater diversity of new properties as well as nostalgia-fueled reboots, re-launches and spinoffs. Technology-enhanced play and STEAM (if last year the buzz word was STEM, now arts & design have joined science, technology, engineering and math) have become increasingly prominent. And after years of slumping sales, licensed girl’s toys are fighting for a comeback with a wider range of SKUs and brands.
Nostalgia-Driven Merchandising
Superhero properties were everywhere, with Batman v Superman: Dawn of Justice, Captain America: Civil War and Marvel’s Avengers on every possible range of product, from plush to cups to drones. And after campaigns like ‘Where’s Rey?’ there was a conscious effort not to leave Wonder Woman out of merchandising for Batman v Superman. Girl-powered properties like DC Super Hero Girls and Miraculous: Tales of Ladybug & Cat Noir graced action figures as well as fashion dolls. Bandai is focusing on hands-on play for Miraculous: Tales of Ladybug & Cat Noir with action figures and role play to hit retail this spring.
The next biggest presence? Turtles. Not to be outdone by Hasbro and Mattel’s extensive range of play sets, toys, figures and collectibles for the Teenage Mutant Ninja Turtles, licensees embraced the franchise’s classic as well as new designs for all all-out merchandising program.
Star Wars is still selling strong, and new merchandise from novelty figure and toy licensees alike is focused on the classic and new ships and droids, rather than the characters. Sphero showed off an app-enabled BB-8 droid whose movements are controlled by a wrist band. Spin Master will release a larger version of the droid later this year.
Harry Potter merchandise was popular amongst novelty and costume manufacturers, with Elope releasing an extensive line of costumes and dress up in anticipation for the upcoming film Fantastic Beasts and Where to Find Them and the stage musical Cursed Child. Celebrating 30 years (with a luscious chocolate cake), German toy manufacturer Hape showed of its first license in style with a picturesque display featuring games, role play, arts & crafts and puzzles for The Little Prince film.
Point and click survival video game Five Nights at Freddy’s was the breakout brand of its category, represented in novelties with plush, figures and small accessories. Established video game brands with upcoming media extensions like Sonic the Hedgehog (celebrating its 25th anniversary), Halo (the 6th game is likely to land in 2017), Minecraft (film release scheduled for 2017) and World of Warcraft (film hits theaters June 2016) were strongly represented in action figures, toys and novelties. And with the upcoming Angry Birds film, partners like Commonwealth and Spin Master showed off new extensions.
Classic Ghostbusters merchandise was on show from multiple novelty, action figure and toy manufacturers, with master toy licensee Mattel showing off figures from the new 2016 film. Licensees reported that Sony has clamped down on spoilers for merchandise for the new film however, and the brand was relatively scarce on the floor.
New film properties like DreamWorks’s Trolls (in the hands of master toy licensee Hasbro) and Disney’s The Good Dinosaur and Zootopia (Tomy) were well represented with play sets, action figures, plush and collectibles. In the wake of the Peanuts movie and coming up to the cartoon brand’s anniversary celebrations, toy manufacturers have developed new lines for the CGI designs including Just Play, Sakar Intl., Cra-Z-Art and Schleich.
Plush and doll manufacturers are embracing superhero and new TV brands brands as well as dipping back into classic properties, with Aurora World launching a Precious Moments plush line.
Small Delights
Riding on the nostalgic trend, collectible figures and plush are trending towards small and blocky (think 8-bit games), but with greater detail than ever before. And naturally, manufacturers are setting their sights on well-selling, low priced blind packs guaranteed to scratch the itch of impulse buyers and collectors alike. TPD debuted a new collectible mermaid themed line, Splashlings, from Pound Puppies creator Mike Bowling (think Shopkins with soft plastic) that it is seeking to extend into other categories.
Suffice to say, novelty figure manufacturers like Funko (new licenses include Zootopia, Pride & Prejudice and Zombies, Independence Day and Clueless) were in their element. And the effect extends to companies like Sun-Staches, which picked up dozens of licensees last year for novelty sunglasses.
Tech Enhanced Play
Seemingly no toy is complete without a connected app. While last year app-connected coloring books and app-controlled vehicles and robots were just finding their legs, this year companies have picked up an impressive roster of licensees. And resurrected toy brands brands like Spinjas from Nowstalgic Toys are seeking to make their way back into customer’s hearts with mobile games.
Through its Vivitar brand, Sakar Intl. is extending its kid’s smart watches, karaoke and consumer electronics lines with licenses including emoji, Teenage Mutant Ninja Turtles and The Walking Dead. Small capacity (with 4GB being the most popular) character USB drives were also popular amongst other exhibitors.
Play is taking off for 2016, with branded drones expected to hit stores starting in Q2. Manufacturers have been careful to make their models light enough to eschew FAA rules that demand the machines be registered otherwise. Smaller, non-camera models are starting at $60 with more involved models reaching $125 at retail. Sakar Intl. showed two new drones for Nerf, both with onboard cameras that allow live streaming. World Tech Toys has new drones for upcoming film Captain America: Civil War, with video streaming and recording capabilities, as well as extended lines for DC Comics for helicopter-type drones with attached figures. And Mattel previewed a Barbie hoverboard expected to hit stores in Fall 2016 (sadly, not compatible with existing Barbie dolls).
While virtual reality headsets still need some work (see: motion sickness), early adopters are enthusiastic. Mattel upgraded its Viewmaster with audio, enhanced details and zoom features. And Uncle Milton previewed VR headsets with 360° virtual tours for their ant farm, a space expedition and prehistoric dinosaur safari with plans to introduce licensed lines.
3D Printing
In a move that will make 3D printing accessible for the masses, Mattel unveiled its $300 at-home printer, the ThingMaker. Although details like colors and materials have yet to be ironed out, the printer will use flexible, textile materials and print ready-to-go pieces that can be snapped together with ball joint assembly. Premade templates and an accompanying app simplify the design process for younger users. The company plans to introduce branded templates, presumably Barbie and Hot Wheels, at a later date.
Already on the ground, Piecemaker Technologies offers customizable on-demand 3D printed plastic miniatures with licensed templates from Ford and Nickelodeon.
Japan Back in the Culture Game
As part of Pokémon’s 20th anniversary celebrations, master toy licensee Tomy will release one retailer-exclusive limited edition plush every month this year in addition to figures and toys. With the 19th season of the TV series airing in spring and summer, the brand is being bolstered by new trading card games and a broad consumer products program worldwide. Three classic games will be re-released for the Nintendo 3DS as well as a new title, followed by a Wii U game in spring and a new mobile game later this year.
Yo-Kai Watch promises to give the classic video game a run for its money with master toy licensee Hasbro pushing out a massive line of figures, plush, trading cards and collectible medallions. Underground Toys also displayed novelty merchandise at the show. Already the biggest boy’s property in Japan, its TV series, comic books and video games launched late last year in the U.S.
Other foreign properties with significant merchandising, albeit through specialty manufacturers, were Final Fantasy, Hatsune Miku, Attack on Titan, Sailor Moon and Naruto Shippuden. Although anime merchandise sales had fallen over the last couple of years, specialty manufacturers are hopeful for the future.
Those With Character
Emoji-branded small plush, accessories and toys were scattered amongst the show, with offerings from both the licensed trademark brand as well as in-house developed designs.
Dinosaurs are still going strong, with manufacturers quietly introducing new educational-slanted lines.
Interestingly enough, pugs and pigs were enjoying a sliver of popularity. Although not connected to the Secret Life of Pets character, arts & crafts and costume manufacturers embraced the affable dog breed. Gund brought out the live versions of its Prissy & Pop plush in a pink stroller. And of course, Peppa Pig was to be seen at master toy licensee Jazware’s booth, with a collection of play sets, figures, plush and construction sets to be released this year. Colorforms (stickers) and Kurt Adler (holiday ornaments and decor) also showed off new lines for the British character.