2010 Toy Trends Get Straight “A's” at 107th American International Toy Fair^®

ACTIVE

Active Play serves as a catalyst for the body while Active Intelligence and Imagination serve as catalysts for the brain.

Active Play gets kids up and moving, keeping the body active, limber and flexible, and promoting healthy lifestyles choices. Even products that have a high-tech component are fostering “kid-generated action” by incorporating movement into game play (a la the Wii gaming system): “Kids actually become the remote,” explains Rice.

Focusing on “Play with a Purpose,” Active Imagination and Active Intelligence* toys and games stimulate the mind and creativity through hands-on play. Many of this year's imagination-centric products empower child-sized role play with dolls and action figures; others encourage kids to create things their own way through engaging arts and crafts and science/discovery offerings. Brain teasers and problem-solving toys and games incorporate strategic play scenarios, cooperative teamwork or competitive play scenarios.

* Leading market research company The NPD Group reported earlier this month that Building Sets and Arts and Crafts, which are Active Intelligence-type toys, posted the highest sales increases in 2009, at 23 percent and 7 percent, respectively.

-- Examples of Active trend products from this year's Toy Fair include: Swinx's SWINXs Game System; Crayola's Glow Explosion markers and paper; Gamewright's Story Cubes, Fisher Price Little People Wheelies Stand N Play Rampway; World Racers Slammer Cars by LEGO; and Wild Planet's Water Babies.

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ACCESSIBLE

Accessible Play means anytime-anywhere availability of favorite toys and games.

Small and portable is key for kids and families on the move. Compact editions of toys and games - including classic board games revitalized with open-ended and customizable formats- and shorter play times make it easy to pack-and-go for fun on the run.

By capitalizing on the e-connected world, this trend also gives kids of all ages anytime-anywhere access to their favorite ways to play. In addition to an incredible array of eye-popping play (some in 3D) in both online and offline formats, a number of iPhone apps and eReaders are incorporating the latest gaming and spatial learning technologies to make content readable, playable and fun. “It's exciting this year to see so many new ways for families to communicate, socialize and - with photos, Tweets and texts, YouTube and Facebook, blogs and more - share their worlds with others who have similar interests,” says Rice.

-- Examples of Accessible trend products from this year's Toy Fair include: Scrabble Flash by Hasbro; University Games' Sort It Out; R and R Games' Hide N Seek Safari Jr.; Techno Source's Rubik's Slide; and Mattel Games' Puppy Tweets, among many other offerings.

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AFFORDABLE

Affordable accurately describes a broad range of products - many priced at $25 or less - that include incredible attention to detail, additional features and extended play value.

Extending into 2010 is the economy-focused trend that became evident in 2008-2009. But families on a budget will find that toy makers have pumped up their products this year with details to delight both kids and adult collectors. “Parents will find incredible sculpting and detailed designs at surprisingly low price points,” observed Rice. “This is especially true in the areas of action figures* and dolls and accessories.”

Another key affordability factor is the extended play value that comes from construction sets, arts and crafts projects, and child-sized role play activities that let kids play again and again with different results. “Think ‘Pennies Per Play'” said Rice.

* According to The NPD Group, action figures saw revenue increases of 4 percent in 2009; the often affordable games/puzzles category held stable with a slight 1 percent growth in 2009.

-- Examples of Affordable trend products from this year's Toy Fair include: Briarpatch Grab N Go Games; Jakks Pacific Girls, FAIRIES 4.5 inch doll assorted Magic Glow Fairies; LEGO's LEGO Mini-figures; Spin Master's MoonDough playsets, and MegaBrands' 3-in-1 ride on Fire Truck

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ASPIRATIONAL

Aspirational toys and games empower young people to think and play in ways that positively influence their emotional and intellectual development.

From earth-friendly products* to eco-aware toys that introduce concepts like recycling and reduction and from products that teach about charity, mentoring and giving back to communities, an influx of new youth-oriented products are helping small kids learn big concepts. “This is perhaps my favorite category,” confesses Rice, “because it offers empowerment for both boys and girls that is especially important when kids are learning about who they want to become.”

The aspiration trend also includes an array of interesting educational offerings - and not just toys that indirectly teach, but formal curriculum guides for parents, caregivers and educators, in the form of new games that encourage children to take a hands-on, active role in their learning.

* This year, for the first time, Toy Fair exhibitors had the chance to identify themselves to buyers as “green” through the new Earth-Friendly Product Zone that joins 11 other specific product areas on the show floor.

-- Examples of Aspirational trend products from this year's Toy Fair include: Mattel's Barbie I Can Be dolls and inspirational mentoring website; TCKL, Inc., The Drip Drops eco-friendly Books with plush; Bandai's Petite Treats Cooking Club; Creativity For Kids, Recycled Cardboard Dollhouse; Sprig Toys Eco-Trucks, and Hosung's new Dr.Seuss organic plush products.

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SECONDARY TRENDS