Colorforms 60th anniversary set

The Colorforms brand is celebrating 60 years of creation by releasing new products to match today’s generation.

What do you get when you put two artists together? In at least one case, you get a “sticky” concept of classic shapes that allow imaginations to run free.

In 1951, Harry and Patricia Kislevitz were given flexible, paper-thin vinyl by a friend who manufactured pocketbooks. Curiously, they began experimenting with the vinyl, cutting shapes and placing them on the bathroom walls in their New York City apartment. They noticed the vinyl stuck to the semi-gloss paint, but could also be removed and rearranged, so the two left a pair of scissors and pieces of vinyl in the bathroom so guests could make their own creations.

With that, the Colorforms concept was created. This month, the brand is celebrating its 60th anniversary, with the launch of a special-edition Colorforms set, FAO Schwarz display, an iPad/iPhone app, and more.

Originally designed for adults and artists, Colorforms quickly became a favorite among children. The product is one of the oldest and best-known brands in the toy industry, and was one of the first to be advertised on television, using the phrases “Sticks Like Magic” and “It’s More Fun to Play the Colorforms Way!”

In 1981, Colorforms acquired the licensing rights to Shrinky Dinks kits, and more than 50 different Shrinky Dinks activity and creativity kits were created. The Kislevitz’s sold the rights to Colorforms in the late 1990s. Toy Biz (now Marvel Toys) acquired the brand in 1998 before it was sold to University Games, where the brand remains today.

“Colorforms is a story crafting and story telling toy line for young children,” says Bob Moog, president and co-founder of University Games. “It’s really special because it invites kids to use their imagination and be creative in crafting stories about their favorite characters and their favorite subjects.”

In commemoration of Colorforms’ 60-year anniversary, University Games, which specializes in board games, books, puzzles, and more, has a series of events and releases to pay tribute to the brand. Children from ages 3 to 12 were invited to share their most creative work with Colorforms for the opportunity to win a Colorforms Art Camp Scholarship and an assortment of prizes, including a special prize of a $500 U.S Treasury bond for the best use of Colorforms Stick-Ons as an art medium.

FAO Schwarz, the first store licensed to sell Colorforms products, has put up a display complete with a demonstration area, which will run through the end of this year. The brand has also partnered with Toys “R” Us for an exclusive television campaign, highlighted by a commercial for the Magic Fashion Show and Brush with Genius Colorforms sets.

Additionally, 3,000 special-edition Colorforms sets, in silver packaging complete with a certificate of authenticity and registration number, are available online and at the Museum of Modern Art (MoMA) in New York City. A traveling museum exhibit will debut next year.

University Games has partnered with Samantha Freeman Alpert of the New York City-based content creation firm Out Of The Blue Enterprises to release Colorforms Revolution, an app for the iPad and iPhone. Set to release in December, the app will be available for free download through January. Colorforms Revolution brings the same feel of a Colorforms set and is geometric-shaped based (basic circles, squares, and triangles).

Silly Faces and Miss Weather remain the top two best-selling Colorforms products. Newer licensed products include Moshi Monsters, Dora the Explorer, Green Lantern, My Little Pony, The Gruffalo, Tonka, and Transformers. To date, more than one billion Colorforms sets have been sold.

Moog believes that children love Colorforms because the themes are really strong. “It’s safe, self-directed play—very empowering for young children and wonderful developmentally for preschool children,” he says.

This post was originally written by Ericka Johnson and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.

The Toy Industry Association (TIA) announced that Arnie Rubin, founder and CEO of Funrise Toy Corporation, and the late Frederick August Otto Schwarz, founder of FAO Schwarz, have been selected as the next inductees into the Toy Industry Hall of Fame.

The Hall of Fame comprises a roster of 57 individuals who have been recognized for their significant contributions to the growth and success of the toy industry. The newest inductees were nominated by toy industry members and selected via vote from TIA members and previous Hall of Fame honorees.

This post was originally written by Elizabeth A. Reid and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.

Earlier this year, Aaron and Candy Spelling’s chateau in the Holmsby Hills area of Los Angeles was sold, and on Sunday, November 20, Candy Spelling’s collection of Madame Alexander dolls will be auctioned at the Waldorf-Astoria Hotel in New York City.

Conducted by Theriault’s, the world’s largest auction house for antique dolls, toys, and teddy bears, the auction will feature 350 dolls, including the rare early portrait models Victorian Bride, Pink Champagne lady, and Deborah Ballerina, along with dolls from the biblical series, a number of Wendy models inspired by Gone with the Wind, dolls created exclusively by FAO Schwarz during the 1950s, and more.

The complete collection will be on exhibit at the Waldorf-Astoria on November 20 starting at 9 a.m., followed by the auction at 11 a.m. Both the viewing and auction are open to the public. On November 19, Madame Alexander and Theriault’s will host a gala reception allowing doll enthusiasts and collectors to meet Candy Spelling; Stuart Holbrook, president of Theriault’s; and Gale Jarvis, president of Alexander Doll Company.

To RSVP for the reception, email info@theriaults.com.

On Saturday, September 10, starting at 1 p.m., StinkyKids fans are invited to a special event at FAO Schwarz Fifth Avenue in New York City. At the event, fans will be able to purchase the brand-new StinkyKids book, StinkyKids See a Full Moon, and meet the brand’s creator, Britt Menzies. Menzies will host a story time and will autograph new books purchased by attendees. StinkyKids characters are playful, curious tykes who learn to make right choices through their innocent childhood mistakes and gain valuable life lessons.

The Smurfs opened in theaters nationwide today, and viewers will see the legendary FAO Schwarz Fifth Avenue store prominently featured in a chase scene in which the Smurfs encounter the evil wizard Gargamel. To celebrate the store’s role in the movie, FAO Schwarz hosted daily themed activities during a special Smurf Week (July 25 to July 29), highlighted by an appearance by Hank Azaria, who plays Gargamel in the film.

In store, customers can bring The Smurfs home with FAO’s assortment of toys, games, and more items in the store’s “blue-tique.”  The main attraction of the “blue-tique” is the Smurfalator, a machine used by Gargamel to extract the Smurfs’ magical essence. Also featured are images from the movie, toys from Jakks Pacific, a classic assortment of Smurfs from Schleich, collector dolls from Madame Alexander, and apparel from Junk Food Clothing.

FAO.com is also receiving a “Smurfy” makeover and Facebook.com/FAO will join in the celebration.

Stone America Licensing has announced that Pearson has been appointed the exclusive publisher for StinkyKids soft and hard cover story books.

StinkyKids is a doll line that was launched in fourth quarter 2009. The dolls are sold at 110 Nordstrom stores, Nordstrom.com, and FAO Schwarz New York. StinkyKids recently signed Madame Alexander to refill doll reorders, and to expand the program to additional specialty, mid-tier, and mass retailers.

Catch up on last week’s news! Read The Toy Book Toy Report for 11/24/09.

To view click here.

Catch up on last week’s news! Read The Toy Book Toy Report for 11/17/09.

To view click here.

Beginning November 1, more than 500 Toys “R” Us stores will premiere FAO Schwarz in-store boutiques, filled with the company’s selection of toys. The boutiques will be located in the front of the 585 nationwide stores, guarded by the famous FAO Schwarz toy soldier, and featuring toys at price points ranging from $2.99 to $64.99.

FAO Schwarz has also re-launched its e-commerce website, FAO.com. Online shoppers can access a virtual version of the Muppet Whatnot Workshop that is offered in its flagship store in New York City. In the workshop, customers can customize their own Muppet Whatnot puppet by choosing from a series of bodies, hairstyles, eyes, noses, and costumes.

FAO Schwarz will be sending out its holiday catalog to customers beginning November 10. To learn more FAO Schwarz and its holiday offerings, visit FAO.com.