Global Toy News

The New Global Toy News Launches 6.8.2020

Get Ready for "Age Expansion"

 

For the last 15 years or so, the toy industry has struggled with so-called KGOY (“Kids Getting Older Younger) to explain children’s shift away from traditional toys at younger and younger ages. Also known as “age compression,” the popular belief is that this is caused by the exponential of technology in younger hands, social media, and cultural images, which has supplanted the demand for these traditional toys.

Well, get ready for “age expansion.”

In response to the pandemic, and likely for the coming seasons, the shift back to traditional toys for children believed to be “too old” for traditional toys is good news both for the toy industry and kids. There are several reasons to believe that this is more than a seasonal anomaly. Yes, the pandemic has caused people to adapt quickly to this radically changed world, but there are early indications that some of these adaptations may bode well for the future of the toy business:

The Daily News - FRIDAY, JUNE 5, 2020

 

New Chizcomm Blog

The Importance Of User-Generated Content

Toy Industry Professionals Are Invited To Submit Their Nominees For The Toy Association’s 2021 Toy Industry Hall Of Fame. Consideration For The Hall Of Fame Is Open To Individuals, Living or Deceased, Who Have Made Outstanding Contributions And/Or Provided Impactful Service To The Toy Industry And The Toy Association Throughout Their Careers.

NOMINATE NOW

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Brands Have Nothing Real To Say About Racism

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News From Chizcomm Clients: (EARNED PR)

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Movie Theaters in Trouble; toys to the rescue

I am talking about exclusive, limited edition, high quality, collector pieces that adults and children can only purchase at the theater.

......

We in the toy industry have, for decades, relied on movies and movie theaters to provide us with action-packed movies. Movies that have generated a multitude of toy tie-ins, which have in turn delivered billions of dollars in revenues. That symbiotic relationship is, however, about to be severely tested.

The Coronavirus has not been kind to movie theaters. AMC theaters, the largest theater chain in the world, has stated in a Securities and Exchange Commission report that they have "substantial doubt" that they can continue to exist.

Things are no different in China. A BBC headline says it all:  "Thousand of cinemas in China under threat of closure." The article is bleak in its assessment:

There are now more than 12,000 cinemas in China, according to market research firm IBISWorld....But four out of 10 said they "are very likely to close" in the near future, according to the China Film Association survey. This could mean nearly 5,000 cinemas going bust as a result of the pandemic.

With theaters closing and consumers finding that they can enjoy a movie in their family room, theaters will need compelling reasons for movie fans to return. They will also require additional sources of revenue. One such source will be for theaters to sell, in their lobbies, licensed toys that tie in with whatever movie they are showing. Let me be clear, I'm not talking about inexpensive toys; I am talking about exclusive, limited edition, high quality, collector pieces that adults and children can only purchase at the theater.

The Daily News - THURSDAY, JUNE 4, 2020

New ChizComm Blog

The Importance of User-Generated Content

Toy industry professionals are invited to submit their nominees for The Toy Association’s 2021 Toy Industry Hall of Fame. Consideration for the Hall of Fame is open to individuals, living or deceased, who have made outstanding contributions and/or provided impactful service to the toy industry and The Toy Association throughout their careers.

NOMINATE NOW

 

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News from ChizComm Clients: (EARNED PR)

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The Ripple Effect of Racial Bias in the Toy Industry

Azhelle,  a cancer survivor, 3x patented inventor, Women in Toys Wonder Woman award nominee, and award-winning designer, has an excellent podcast called The Toy Coach. Azhelle has worked in the toy industry for over 10 years with companies like Toys R Us, Horizon Group, and now Creative Kids, as the VP of Brand and Product.  Azhelle created thetoycoach.com and the podcast, Making It in The Toy Industry, to help inventors and entrepreneurs develop their product ideas faster, smarter, and make more saleable pitches to potential partners.

Azhelle's podcast about the experience of being a black person in the toy industry is an outstanding piece that is autobiographical as well as emotionally and intellectually impactful. You can hear it by clicking below.

 

 

 

Race and Toys: A Survey

It is difficult to write about toys and the business of play without acknowledging the chaos that is currently taking place in America's streets. All of us have been impacted by the death of George Floyd, which was just the latest in a number of deaths of black citizens at the hands of police or those who think they are the police.

We in the toy industry have an outsized influence on children and, therefore, the future of our country. The toys we offer to children and the ways we package and market them shape their skills, abilities, aspirations, and a sense of where they belong in the world.

The question I, therefore, ask myself is: "Does the toy industry have a role to play in making a more race-blind society? And, if so, do we do enough?"

In order to find out what you think, I am asking you to answer this six question survey:

Kids Insights: Global Toy Report 2020- Now available

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Richard Gottlieb: What I'm Reading

Hi there,

This week I've been reading about children and their forts, ancient leather mice, paint by number sets, the unluckiest generation, and more.

If you are reading any books or articles that you would like to share, please let us know.

Best,

Richard

Why kids love building forts — and why experts say they might need them more than ever - Washington Post

Remote Work Could Spark Housing Boom in Suburbs, Smaller Cities - Wall Street Journal

Facebook Launches Shopping Platform for Small Businesses - Wall Street Journal

The unluckiest generation in U.S. history - Washington Post

Neither Coronavirus Nor Trade Tensions Can Stop U.S. Companies’ Push Into China - Wall Street Journal

Diamond and Geppi Family Enterprises launch huge “Back the Comeback” charity drive - Comics Beat

Ancient Leather ‘Mouse’ Highlights the Romans’ Sense of Humor - Smithsonian

Paint-by-Number Sets Are Back, Better and Even Customizable - Wall Street Journal