If I had a dollar for every key industry contact that told us the concept of a licensing showcase during American International Toy Fair was nothing short of brilliant, I would have at least $10. Maybe even $12.

After all, what isn’t right about endeavoring to create a “Licensing Upfront” for brand and property owners when all the right people with all the right innovation, influence, and interest are already in New York City for Toy Fair? And, what could be off the mark about bringing together an audience of Madison Avenue marketers, manufacturers from around the world, mass market and independent retailers, and critically important global media available only in New York City? The short answer is nothing. But the short answer just kind of falls short of telling the story.

A venture like this requires that you start with a clear objective, but just as important is the need to remain flexible and open to modification along the way. As it turned out, even with high levels of interest, the formats that prevailed were the small meetings with key partners, invitation-only breakfasts and cocktail receptions, and brand and property exposure through traditional advertising and promotional opportunities. So, while Toy Fair won’t be seeing “big screen showcases” this year, we are pleased that we have provided just the right solutions for these stakeholders’ needs.

The licensing community attends Toy Fair in greater numbers each year. At our 2011 event, we saw a 20 percent combined increase in licensor and entertainment executive attendance. Leading up to Toy Fair 2012, we are tracking double-digit gains year to date. This should come as no surprise.

As we know, there are three key partners who must be at the table when negotiating a license deal: the brand owner, manufacturing partners, and key retailers. Three’s the charm, right? If so, then Toy Fair is charmed because there is no other event in the U.S. that delivers so powerfully these three essential partners.

With great anticipation, we look forward to hosting our toy, youth product, entertainment, retail, and media guests back to Toy Fair. We join them in celebrating the 75th anniversaries of the Tonka and Dr. Seuss’ Mulberry Street brands, as well as the anniversaries of other well-established brands such as Girl Scouts (100 years), Clifford the Big Red Dog (50 years), Masters of the Universe (30 years), Where’s Waldo (25 years), K’nex (20 years), Build-a-Bear (15 years), and more. We are also looking forward to seeing exciting new product lines this year centered on Cinderella, Batman, Spider-Man, and Marvel’s The Avengers.

TIA is very proud of the marketplaces we produce for our members and prospective members. We are constantly looking for ways to better serve the industry we represent. Our base of stakeholders is much more broadly defined this year than it has ever been and we seek business growth opportunities for all of our members, whether they are manufacturers, importers, manufacturers’ reps, inventors and designers, retailers or, of course, licensors. We will continue to provide opportunities for all.

This post was originally written by Marian Bossard 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.

Approximately 77,500 buyers and retailers from all over the world (119 countries) came to Nuremberg for the 63rd Spielwarenmesse International Toy Fair Nuremberg. The share of international visitors increased to 55 percent, which Spielwarenmesse EG attributes to the new Wednesday start date of the fair. Most of the buyers came from the U.S., Russia, and Great Britain.

Most exhibitors plan to return for the fair next year. Of the 2,776 exhibitors, 92 percent said they will come back for International Toy Fair 2013, and 87 percent of visitors said they will attend the fair next year. Additionally, 347 exhibitors presented their products for the first time at this fair, compared to 325 new exhibitors in 2011. The 2013 show is slated to run from January 30 to February 4.

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.

by Julie Livingston, director, business development and accounts, Child’s Play Communications

In addition to the hoards of journalists from traditional media channels covering Toy Fair, exhibitors should also consider outreach to bloggers (specifically, mom bloggers who write product reviews) and toy industry experts who cover the annual event.  Both influential in their own right, the clout these individuals carry can be particularly valuable to small and mid-sized toy companies, driving brand awareness, social media prominence, and, ultimately, sales.

Getting your toy featured on the right product review blog is a marvelous way to generate grassroots buzz for your product. According to a recent study conducted by Child’s Play Communications and the NPD Group, 79 percent of all American moms with children under the age of 18 are active in social media. Of that number, about one in four have made purchasing decisions as a result of a social media recommendation; more than half (55 percent) said they made their purchase because of a recommendation from a personal review blog

To reach moms where they “live,” it is essential that toy and youth entertainment companies have a strong presence among mom bloggers. To clarify, a mom blogger is a mother, generally with young preschool-aged children, who blogs on a regular basis. Many of the mom bloggers we work with at Child’s Play turned to blogging as an outlet following earlier careers as journalists, writers, and marketers. Some were involved in other aspects of business, and many are moms looking to express themselves while connecting with other moms to share experiences and life lessons. These women are smart, dedicated, and energetic.

If you don’t already have a mom blogger list, I suggest doing a blog search, looking for blogs written by moms (or dads) that feature product reviews. Look for regularity of posts, writing quality, professionalism, and relationship to your product. For example, a mom blogger who reviews toys for older tweens may be inappropriate for your preschool toy line. Their honest accounts of individual products address real moms’ concerns about quality and play value. In fact, many of my colleagues who work for toy companies often say they learn more about how kids use their products by reading mom blogs. Simply put, moms have a unique perspective.

Although it was reported that there were issues preventing some bloggers from gaining access to the 2011 American International Toy Fair in New York City, this year the credentialing process should be easier and more expeditious. The good news is that many toy companies have begun to see the light and are aggressively courting bloggers as they would the mainstream press. In fact, recently one of my Child’s Play colleagues saw a Twitter post that said, “Seems like this year there are a lot more booths interested in making appts w/bloggers. Maybe they finally caught on? #TF12.”

If you and your toy company want to reach out to mom bloggers, I offer the following tips:

Devise a mom blogger social media strategy. Identify your Toy Fair goals and objectives, including the total audience you wish to reach (in terms of unique visitors) and number of product reviews you hope to garner through your efforts.

Check the metrics of each blog you intend to target. Once you have the semblance of a mom blogger list, look on www.compete.com to get an estimate of each blogs’ audience and reach. Search on other social media platforms as well for the number of Twitter followers and Facebook fans. Also, evaluate the writing quality, toy product photos (if they are taken by the blogger), level of detail, as well as regularity of posts.

Get into the conversation. Search on Twitter to find those bloggers who intend to cover Toy Fair by using the #TF12 hashtag. You can see which bloggers are making exhibit booth appointments. Then tweet back (publicly) something like, “If you are interested in seeing ABC toys, DM (direct message) me.” If you hear back, send them a link to your website or JPEG photos to give them a preview of what they can expect.

Make a date. Schedule an in-person appointment, making sure to provide your exhibit booth number or showroom address. Also, exchange mobile phone numbers in case you need to reach one another. For many mom bloggers, the 2012 Toy Fair may be their first time in attendance. This can result in an overbooked schedule, so try to be flexible and understanding if someone arrives late or doesn’t show up. It doesn’t necessarily mean they aren’t interested.

Practice your pitch. Prior to the show, make notes about each blog and why your product will fit in. If a blog’s focus is value and price, then explain how your product is a good fit. If a blog’s focus is fun and fitness, explain how your toy gets kids up, moving, and engaged in active play.

Use proper etiquette. Importantly, make sure there is a designated staffer to work with bloggers, someone who is personable and knowledgeable about new products. At the 2011 Toy Fair, I heard that some bloggers were turned away at exhibit booths where staffers didn’t quite know what a blog was or because the blogger arrived late for an appointment.

Provide reference materials. At some point during your Toy Fair meeting, provide the blogger with printed information, or even better, a press kit on a handy USB drive. Include JPEG photos, important links, and contact information.

Follow up. After the show, send a thank you note and a product sample, if possible. Mom bloggers appreciate or may even require a sample in order to review or to give away to their followers. Many will not want to lug samples around at Toy Fair, but would appreciate any samples sent by mail after the show is over. If they do write a product review of your toy, they will include a disclaimer statement that indicates they were given a free sample. Check for the product review to appear, but if it doesn’t, send a friendly reminder. Under no circumstances should you pressure the blogger to post.

In addition to mom bloggers, there are a handful of toy industry experts who major media outlets call on for Toy Fair news. These individuals include Laurie Schacht, co-publisher of The Toy Insider; Reyne Rice, a toy industry veteran who has worked at The NPD Group and Toy Industry Association; and Adrienne Appell of the Toy Industry Association. By doing a Google search, you can find other experts and direct contact information.

Special thanks to Debbie Bookstaber, blogger behind Mamanista.com, for her contributions.

Coming next week: Tips for optimizing exposure for your toy, in real time, at Toy Fair.

About Julie Livingston

A strategic communications expert, Julie Livingston has spent the past decade immersed in the toy and youth entertainment sectors. Before joining Child’s Play Communications, specialists in reaching moms, she was senior director of public relations for the Toy Industry Association, and earlier served as director, corporate communications for Scholastic, Inc, the global children’s publishing, education, and media company.

To read Tip 1, click here.

To read Tip 2, click here.

To read Tip 3, click here.

This post was originally written by Julie Livingston 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.

by Julie Livingston, director, business development and accounts, Child’s Play Communications, New York City

With Toy Fair less than a month away, how will you engage the media to ensure coverage for your toys or youth entertainment products? Here at Child’s Play, we’ve been working overtime to fine-tune our media lists and pitches on behalf of clients. This week’s post will include some of our tried and true strategies and tactics for pitching the press.

Think Like a Journalist

With less space for toy coverage and so many exhibitors to see—more than 1,000 at the Javits Center alone, as well as those in private showrooms across New York City—reporters are pressed for time. So, when choosing media channels to pitch, focus on the “why”/reason an outlet would be interested, to determine the “where”/ specific outlets to concentrate on.

Prior to Toy Fair, many journalists will do an online search, hunting for toys that are a match for the following themes, so post your press release on all company social media platforms incorporating the following key themes and key words.

• Tech, “connected” toys and apps, especially those that are a) highly demonstrable, b) skill-focused, c) related to a video game or viral sensation
• Noted character or entertainment brands celebrating special milestones
• Celebrity or pop culture-inspired
• Interesting business, cause-marketing, or quirky entrepreneurial angles.
• Stories with a hometown connection (of interest to regional press representatives)

Create a Toy Fair Media List

Typically, the media outlets that cover Toy Fair include: regional and local media, and national broadcast and print publications. Reporters covering the following beats will be of key importance: lifestyle, entertainment (particularly those who cover celebrities or licensing news), family/parenting and youth reporters and business. The toy and licensing trade publications will most certainly have a presence at the show as well.

“Cherry pick” the individual reporters you wish to pitch. Be selective and avoid sending press materials to everyone on the staff; this can be more of an annoyance and a hindrance.

If you don’t have a subscription to a professional media database service, you may want to consider buying a list for one-time use from a service like Burrelles/Luce. To bolster press release distribution for Toy Fair, enlist a service such as PR Web. A Google search for recent toy news coverage can also uncover additional media outlets.
If your company was a 2011 Toy Fair exhibitor and/or a current Toy Industry Association member, you can request a 2011 Toy Fair media list. Although a year old, this list is a good starting point. Note that for companies in the tech toy sector, media coverage of the 2012 Consumer Electronics Show, which took place in January, can provide additional media contacts.

Niche Media Coverage

It can be extremely challenging to get your little-known (but creative) product featured in a top-tier media outlet like The New York Times or USA Today. However, there are many opportunities in niche media and popular blogs which are specific to the theme or trend you are promoting. Examples include: technology (Wired, Popular Science, Fast Company); fashion or celebrity dolls (Women’s Wear Daily, In Style, People).

Connect with the Media on Social Networks

The importance of social media to increase visibility before, during, or after Toy Fair can’t be emphasized enough. Be sure to post your press releases, and even “teaser” announcements, on all company social media platforms so they come up in search. If you or your company has a robust following on Facebook, Twitter, YouTube, Flickr, or LinkedIn, ask your followers if they are going to or covering Toy Fair. This is an easy way to set up appointments with journalists and bloggers, too.

Although your website is still important and necessary, research indicates a shift to Facebook as the “go-to” information source. That said, make sure basic facts about your company, brand, and driver products are posted.

Draw attention to the visual qualities of toys or entertainment products by maximizing Facebook, Flickr, and YouTube to post videos (including sizzle reels) and photos. Populate these platforms to showcase what makes your product stand out from the rest.

On Twitter, follow key journalists, writers, and producers who are tweeting about Toy Fair. Additionally, watch for trends by doing an “active search” and create a Toy Fair journalist list, which will naturally draw more attention to your company’s Twitter page.

Follow Up

Once your press materials go out, make follow up calls. Practice beforehand (I often refer to a short script) so your message is clear and succinct. If leaving a voicemail, be sure to speak slowly and clearly, and leave your contact information.

Ignite Visual Electricity

Camera crews walking through the aisles at Toy Fair will be scoping out the most exciting visual displays. If you have a friendly, colorful costumed character, live demonstrator (particularly effective with “performance” toys, such as juggling balls), a larger-than-life version of your product (which should be at least six feet tall) or one with moving parts; an engaging environment (such as a cool-looking child’s bedroom) that can serve as a backdrop for a live remote or b-roll footage from the show floor, your exhibit may attract additional attention. For years, the humongous Radio Flyer wagon display, strategically positioned at the entrance to the company’s exhibit space, acted as a Toy Fair landmark and subsequently appeared in hoards of media photos and broadcast segments.

Coming next week: Tips for working with toy industry experts and bloggers.

About the author

A strategic communications expert, Julie Livingston has spent the past decade immersed in the toy and youth entertainment sectors. Before joining Child’s Play Communications, specialists in reaching moms, she was senior director of public relations for the Toy Industry Association, and earlier served as director, corporate communications for Scholastic, Inc, the global children’s publishing, education, and media company.

To read Tip 4, click here.

by Julie Livingston, director, business development and accounts, Child’s Play Communications, New York City

As the adage goes, “information is power,” and that is exactly why the nuggets of facts, photos, video and other details contained in your Toy Fair media kit can directly impact the depth and breadth of coverage you get during the show. Start planning out your content by thinking through the writer’s “5 W’s”—the Who, What, Where, When, and Why—as it relates to your product. Ask for input from colleagues in the product development, sales, and marketing areas, as their perspective can provide tremendous insight, and descriptive language to tell the story. In my experience, this process can be time consuming; be prepared for multiple rounds of edits so that the end product is one that will draw attention and interest.

From seeing literally hundreds of press materials in my years in the children’s entertainment business and PR, the following elements when executed well contribute to a successful press kit:

1.     Brevity is Levity

Most reporters are stretched for time these days as a result of a 24/7 news cycle and increased responsibilities. That said, it is critical to be as economical with content as possible. Focus on breaking Toy Fair-related news, including hot items, new line extensions, or licensing agreements. Well-chosen language goes a long way, as does careful formatting, making documents easy to read and scan. “Stack” information wherever possible using bullet points and allow for a minimum of 1.5 lines between sentences. In most cases, press releases or company backgrounders should be kept to a single page, with the exception of product fact sheets; these may run multiple pages in order to include lead items and accompanying visuals. Use adjectives judiciously. In a business largely built on hype, this can be challenging, but in the long run, it will buy you increased credibility, as reporters can be turned off by overly promotional language.

2.     Company Background and Brand Story

Provide the media with background information that, in as few words as possible, communicates your brand story and heritage. This includes: company or brand history, product origin, and brief profiles of the founders or key executives. If your product is rooted in children’s education or entertainment, has won awards or special recognition by parents or the industry, mention that as well. Details regarding licensing programs should also be noted. Finally, a simple photo of the corporate headquarters, where the company name is prominent, provides a helpful point of reference.

3.     Breaking News: a Press Release or News Announcement

The “hook” of a well-crafted press release is in the headline, so dedicate time and energy into setting up your news story below about your hot items, line extensions, licensing, a special anniversary, or how your product fits into a bigger trend story at Toy Fair. Include one to three quotes from senior level decision makers, while making sure that each statement fully communicates top line news in case it is the only line lifted from the release.

Be sure your press release is easily searchable online by using key words identified by your company for search engine optimization. Include links to your website, Facebook and Twitter accounts, and Pinterest or Tumblr if you use them. Perhaps the greatest resource to demonstrate the lights, sounds, and action of Toy Fair news is YouTube, so include a link as well as any passwords to protected information.

4.     Product Fact Sheets

In priority order, include a photo, illustration, or screen capture with a brief description of top driver products, but no more than five or six. Always include the manufacturers’ suggested retail price (MSRP) and age grading (e.g. appropriate for kids ages 18 mos-3 years). Note special features, such as AAA batteries required or safety features—especially important for the preschool category, and product materials if significant (e.g. made from recycled materials or phthalate-free). Note that reporters want to feature what’s “hot” only if the toy will be available at retail. Make it clear when the in-store date is, and also if the item(s) will be sold at specialty, mass retail, or online at Amazon.com and others.

5.     High resolution images

Toys and entertainment products are highly visual, so include high resolution (minimum 300 dpi) images in JPEG format, which allow for professional reproduction. As many products shown during Toy Fair are in prototype format, include photos or detailed illustrations of final product packaging as well as any accompanying advertising or promotion campaign visuals.

Although more costly, reporters definitely appreciate receiving a USB drive containing all press materials as it holds more data (especially images), is portable, and reusable.

6. Contact information at your company or your public relations agency

In order for the media to contact you to confirm or get additional information, include press contact information on every page including name, email address, and office and mobile phone numbers. Since Toy Fair week is particularly hectic, it’s wise to list two alternative contacts.

Coming next week: Tips for effectively pitching the media covering Toy Fair

About the Author

A strategic communications expert, Julie Livingston has spent the past decade immersed in the toy and youth entertainment sectors. Before joining Child’s Play Communications, specialists in reaching moms, she was senior director of public relations for the Toy Industry Association, and earlier served as director, corporate communications for Scholastic, Inc, the global children’s publishing, education, and media company.

Special thanks to Reyne Rice, toy trends expert, for her contributions.

To read tip 3, click here.

During American International Toy Fair in New York City, 20 floors of showrooms at 230 Fifth Avenue will showcase various types of toys, gift items, general merchandise, books, seasonal, stationery, and related products. The Toy Fair will run from February 12-15.

A listing of all participating showrooms can be picked up from one of the registration coordinators at the lobby registration desk in the building. Special perks and amenities, including the newly designed Buyers Lounge, will be available to all attendees.

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.

By Julie Livingston, director, business development and accounts, Child’s Play Communications, New York City

Toy Fair is a month away, and for many toy and youth entertainment companies, the annual event is an important media platform that can help drive brand awareness and buzz for hot items throughout the year. With approximately one thousand media representatives from around the world in attendance, how will your company or brand garner the attention it deserves? Following are tips and information collected during the six years I served overseeing public relations for the Toy Industry Association and Toy Fair, as well as serving toy and youth entertainment industry clients as a PR professional.

1.     Prioritize your communications goals and objectives. For example, is it a new product line review you want the media to see? Or, do you have a hot item you want to hype to help drive holiday orders?  Do you have an announcement about a licensing agreement or strategic partnership? Identifying your primary goals and objectives will provide a framework for all related activities, including any responsibilities that you want other communications personnel or a public relations agency to handle.

Identifying key “driver” products will give you concise talking points to use with the media. Driver products are those items or product lines that you expect to be top performers over the next year. I recommend no more than five or six. These can be based on early retailer feedback and retailer availability, price, as well as media appeal.

2.     Start booking media appointments NOW. With Toy Fair just a month away, it’s wise to reach out to those reporters with whom you have met previously or those you want to start a relationship with. If your company is an official Toy Fair exhibitor, the Toy Industry Association will provide a media list from the 2011event free of charge by request. Although there may be changes to this list, many of the reporters attending the 2012 event will be the same.

Reach out to the press with a simple invitation—I suggest email first—and then follow up with a phone call. Your electronic invitation should be brief, and highlight your product/service news in bold fashion. Don’t forget to include your contact information, including email, office number, and cell phone number.

3.     Is your toy or youth entertainment product or service media-friendly? A range of journalists, from broadcast, print, and social media platforms, cover Toy Fair. However, not all toys and youth entertainment products are suitable across all media platforms. To gauge which toys are newsworthy, consider the following:

a)     Is the toy really “new”? This means is it dramatically different from any earlier version, or is this a line extension?

b)    Were the toy(s) accepted by target market retailers during the October Toy Fair? If retailers want it in their stores, then there’s a good chance that the media will want to feature it too. Media will usually only cover items that consumers have access to on shelf or via pre-sale online.

c)     If the toy is from a just-introduced line extension, it must be distinctive and notably different from the original product line.

d)    Is the toy demonstrable and can its special features be easily communicated in one sentence? If so, it may be a good fit for television. However, if it lacks “bells and whistles,” the product may not have enough camera-appeal.  Much will depend on the kind of story or feature that the individual reporter is working on.

e)     Is it an electronic toy? The majority of reporters who cover Toy Fair are interested in the newest tech toys, however, electronic toys can present certain challenges on broadcast. When demonstrating a tech toy, there is a slight delay in the activation of the “reveal”—which may include special sounds, lights, or action. Although the delay may range from 1-15 seconds, on television, that amount of time can feel like an eternity. Also, since many products shown at Toy Fair are in prototype format, to gauge retailer interest, or because they are early production samples, they may not function perfectly.

f)     Does your product fit into a bigger trend story such as board games, electronic or connected toys, preschool, girls’ toys, or boys’ toys? If so, cite this information to engage reporters.

4. How many product samples are enough? This is often the biggest dilemma for exhibitors as “hot” items may be in very limited supply. If you think you have a media-friendly product, you need at least three product samples with six as an ideal amount. This provides some flexibility in case items need to be transported to an outside location, or photo or broadcast studio.

Coming next week: What should be in your Toy Fair media tool kit?

About the author

A strategic communications expert, Julie Livingston has spent the past decade immersed in the toy and youth entertainment sectors. Before joining Child’s Play Communications, specialists in reaching moms, she was senior director of public relations for the Toy Industry Association, and earlier served as director, corporate communications for Scholastic, Inc, the global children’s publishing, education, and media company.

Special thanks to Reyne Rice, toy trend expert, for her contributions to this post.

This post was originally written by Julie Livingston 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.

To read Tip 2, click here.

The Toy Industry Association (TIA) has announced the 77 finalists for the 2012 Toy of the Year (TOTY) Awards. Through January 15, toy lovers of all ages can vote for their favorite toys by visiting www.ToyAwards.org.

The finalists, representing 67 unique products or properties from 51 companies, were selected from nearly 600 nominees. TIA invites consumers, mass retailers, specialty retailers, media, and members of the toy industry to vote. Each of the five types of ballots will be weighted and used to determine the winners and the overall “Toy of the Year” award. Winners will be announced during the awards ceremony on Saturday, February 11 as the kick-off to the 109th American International Toy Fair.

The finalists are:

ACTIVITY TOY OF THE YEAR: Toys that inspire creative play through various forms of activity

Bizu Style Studio by Spin Master Ltd.

Crayola Glow Book by Crayola, LLC

HEXBUG® Nano® Hive™ Habitat Set by Innovation First Labs, Inc.

Kid-Tough® See Yourself™ Camera by Fisher-Price, Inc.

LEGO® NINJAGO Fire Temple by LEGO Systems, Inc.

Paper Jamz Pro Series Microphone by WowWee

Project Runway® Fashion Design Sketch Portfolio Artist Set by Fashion Angels Enterprises®

BOY TOY OF THE YEAR: Toys developed for boys of any age

BEYBLADE: METAL MASTERS PERFORMANCE TOP BATTLE TOP Assortment by Hasbro, Inc.

DaGeDar™ by Cepia, LLC

HEXBUG® Nano® Hive™ Habitat Set by Innovation First Labs, Inc.

Hot Wheels® Wall Tracks™ by Mattel, Inc.

Lazer Stunt Chaser™ by Thinkway Toys

Star Wars® Ultimate FX Lightsaber by Hasbro, Inc.

Thomas & Friends™ Trackmaster™ Cranky & Flynn Save the Day! by Fisher-Price, Inc.

EDUCATIONAL TOY OF THE YEAR: Toys that help children to develop special skills and knowledge through play

HEXBUG® Nano® Hive™ Habitat Set by Innovation First Labs, Inc.

InnoTab™ by VTech Electronics North America

LeapPad™ Explorer by LeapFrog Enterprises, Inc.

Perplexus Original™ by PlaSmart Inc.

Spectacular Science by Thames & Kosmos

Swish™ by ThinkFun

Tag™ Solar System Adventure Pack by LeapFrog Enterprises, Inc.

GAME OF THE YEAR: Children’s board, card, CD-ROM or electronic game formats.  (NOTE:  All electronic games must have an ESRB “Early Childhood” rating)

Angry Birds Knock On Wood Game by Mattel, Inc.

Hedbanz™ by Spin Master Ltd.

Jungle Speed by Asmodee™

LEGO® HEROICA™ Castle Fortaan by LEGO Systems, Inc.

Skylanders Spyro’s Adventure™ by Activision Publishing, Inc.

Tetris® Link™ by Techno Source

UNO Roboto™ by Mattel, Inc.

GIRL TOY OF THE YEAR: Toys developed for girls of any age

Dora Fiesta Favorites Kitchen by Fisher-Price, Inc.

Fijit Friends™ Interactive Figures by  Mattel, Inc. / Radica®

Justin Bieber Rockin’ Tour Bus and Concert Stage Playset by The Bridge Direct

Lalaloopsy™ Silly Hair by MGA Entertainment

Mini Lalaloopsy™ Treehouse by MGA Entertainment

Monster High™ Doll Assortment by Mattel, Inc.

Squinkies® Adventure Mall Surprize™ Playset by Blip Toys

INFANT/TODDLER TOY OF THE YEAR: Toys developed for infant children and toddlers (ages up to 36 months)

Elefun Busy Ball Popper by Hasbro / Playskool

Laugh & Learn™ Dance & Play Puppy by Fisher-Price, Inc.

Let’s Rock Elmo by Playskool

My Busy Town™ by ALEX®

My Take Along 1.2.3 Noah’s Ark by Playmobil®

Parents® Jungle Pals Stacking Puzzles™ by Manhattan Toy

Pocoyo SwiggleTraks™ Feature Set by Bandai America Incorporated

INNOVATIVE TOY OF THE YEAR: Toys that combine innovation and play value

Disney AppMATes™ Mobile Application Toys by Disney Consumer Products and Spin Master Ltd.

Hot Wheels® Wall Tracks™ by Mattel, Inc.

InnoTab™ by VTech Electronics North America

Lazer Stunt Chaser™ by Thinkway Toys

LeapPad™ Explorer by LeapFrog Enterprises, Inc.

Skylanders Spyro’s Adventure™ by Activision Publishing, Inc.

Spy Net Stealth Recording Video Glasses by JAKKS Pacific, Inc.

OUTDOOR TOY OF THE YEAR: Toys designed for outdoor play

3D Twister by Silverlit

Gazillion Bump-N-Go Bubble Bug by Funrise Toy Corporation

Little Tikes® Garden Leaf & Lawn Bubble Blower by Imperial Toy, LLC

Nerf ® Super Soaker Thunderstorm Blaster by Hasbro, Inc.

Nerf ® Vortex lineup by Hasbro, Inc.

Rockboard® Scooter – Mini by M.Y. Products LLC

Xploderz™ XBlaster200 by The Maya Group

PRESCHOOL TOY OF THE YEAR: Toys developed for preschool-aged children (ages 3-5)

Elefun Busy Ball Popper by Hasbro/Playskool

Green Toys™ Pizza Parlor by Green Toys Inc.

LeapPad™ Explorer by LeapFrog Enterprises, Inc.

Let’s Rock Elmo by Playskool

Little People® Zoo Talkers™ Animal Sounds Zoo™ by Fisher-Price, Inc.

Pirate Ship by Box Creations

Richard Scarry’s Busytown™ Busy, Busy Airport Game by Wonder Forge

PROPERTY OF THE YEAR: Property that had the greatest success spreading its brand throughout the industry

Angry Birds™ (Rovio Entertainment Ltd/ Striker Entertainment)

Cars 2  ( Disney·Pixar ) (Disney Consumer Products )

Chuggington™ (Ludorum)

Monster High™(Mattel)

Moshi Monsters™ (Mind Candy)

Redakai (Spin Master Ltd.)

The Smurfs™ (IMPS)

SPECIALTY TOY OF THE YEAR: Toys primarily distributed through specialty retailers

Angry Birds™ plush toys by Commonwealth Toy & Novelty Co., Inc.

HEXBUG® Nano® Hive™ Habitat Set by Innovation First Labs, Inc.

nanoblock® by The Ohio Art Company

Rory’s Story Cubes® by Gamewright/Ceaco

Sticky Mosaics® Happily Ever After Jewelry Box by The Orb Factory Limited

Tilt™ by ThinkFun

Tobbles™ by Fat Brain Toy Co.

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.

The new Brand & Entertainment Showcase satisfies increased demands from the licensing community to collaborate in a formalized setting at the show. Content providers will be able to simply show up and show off in small, private meeting spaces or large, public theaters. Turnkey presentation solutions and an audience of marketers ensure that all participants’ needs will be met.

As the largest and most important gathering for youth entertainment in the Western Hemisphere, Toy Fair last year welcomed an unprecedented surge in entertainment executives (+31 percent) and licensors (+8 percent). In 2010, licensed toys represented 25 percent of total industry sales. In addition, the co-located Brand & Entertainment Showcase gives participants access to the important ancillary advertising, marketing, and promotion-oriented industries that are concentrated in and around the media epicenter of the world.

Adventure Publishing’s signature publications—The Licensing Book and The Toy

Book—and its online communities will be a primary conduit of information and updates about the showcase to the global community, and the key vehicles for brand advertisers during the event itself.

For more information about participating in TIA’s Brand and Entertainment Showcase, contact Jennifer Coleman, sales executive and producer (973.760.8181, jennifer@jcinc.biz); for information about advertising opportunities, please contact Jonathan Samet at Adventure Publishing (212.575.4510, jsamet@adventurepub.com).

Eco Eggs are new-to-market plastic Easter eggs for egg hunts that are made in the U.S. from corn starch, 100-percent renewable content, and are fully compostable after use. The eggs are available in three box sizes of 10, 28, and 48.

At American International Toy Fair last week in New York City, the company showcased its products as well as a newly designed “Eco Egg Dress” by artist Robin Barcus-Slonina. The products were presented to retail store buyers for Easter 2012.