Toy Wishes Announces 9th Annual Holiday Hot Dozen

Business Wire, Oct 2, 2007

2007 List Reflects Diverse Array of Toys, from Internet-Powered Toys to Classic Playthings

NEW YORK -- Toy Wishes, the Ultimate Guide to Family Entertainment, unveiled the prestigious 2007 Holiday Hot Dozen during an industry press conference this morning at the 6th annual Toy Wishes Holiday Preview event. The 9th annual list reflected the focus on good, productive and positive play across the full spectrum of product categories that has characterized the industry this year.

In his opening remarks, Editor-in-Chief Jim Silver said, "People sometimes forget what toys are all about. They're about playing, laughing, learning and growing. Every year, as children change, so have the toys that they play with, but the fact is that today's kids have cell phones, computers and iPods at earlier ages, and it often takes more to entertain them."

Contributing Editor Chris Byrne, aka The Toy Guy[R], who joined Silver in unveiling this year's crop of hit toys, added that the diverse offerings reflect the diversity of children's worlds. "Historically," he said, "toys have always reflected the culture, and today's toys mirror the wide range of activities and entertainment available to kids."

"From the most elaborate electronics to the most basic activity set, toys are successful when they allow children to have new experiences, explore their imaginations and express themselves," he continued. "These are not just the foundations of good play but the foundation for learning and socialization," Byrne concluded.

Though the focus of the day was on new products and good play, it was impossible to ignore the challenges faced by the industry this year as concerns over the safety of toys have been paramount in the minds of consumers and media for the past two months. These issues are being addressed industry-wide as a new focus on the safety of not just toys, but all consumer products, has become a part of the marketplace.

"New policies and procedures at all levels of the production process should lead to even safer toys, more effective systems and increased consumer confidence," Byrne explained.

Even as these issues continue to be resolved, the larger focus is on the quality of the toys and the play experiences they provide. "After all the analysis, we were impressed to find that so many different categories of the industry were represented in the final Hot Dozen," Silver said.

"It speaks to the creativity of the industry and the importance that manufacturers give to every category," he added. "The hot toys run the gamut from advanced Internet-powered toys to some of the most basic, classic play - as well as new hybrids."

"We've seen manufacturers embrace all sectors of the marketplace," Byrne added. "And, partly because of the competitive landscape, there are innovations across the board, which deliver more fun - no matter what kids are playing with."

Since its inception, Toy Wishes has always maintained that 'a hot toy is only hot if it's hot for your child.' Each holiday season a myriad of hot toys lists are announced and while they are great and fun, they do not reflect the rich diversity of products and experiences available to kids. What is new and innovative this year may not be right for your child.

The best use of any list is to talk about it in the family, to use it in a conversation about toys (something kids are almost always willing to engage in, particularly if they see presents in their future), to foster communication within the family and to share and communicate values.

"Our goal is not to prescribe for everyone but to get people thinking about the role of play in their lives--and how they want to create it," Silver concluded.

So, without further ado, following is the Toy Wishes Holiday 2007 Hot Dozen (listed alphabetically):

AMERICAN IDOL TALENT CHALLENGE

(Tech2Go/Ages 8 & up/Approximate Retail Price: $49.99)

Think you've got what it takes to make it on American Idol? Well, now you can give it a try without ever leaving your home. Connect the unit to your TV, pop in the DVD and give it a whirl. The unit comes with a working microphone and mixer and 12 songs to test your talent. Use it in Karaoke mode. Try the echo effects. Compete with friends who'll rate you using the DVD remote. And then face the judges. You'll hear reactions to your performance from Randy, Paula and Simon.

AQUA DOTS SUPER STUDIO

(Spin Master/Ages 4 & up/Approximate Retail Price: $24.99)

This is one of the most innovative activity sets we've seen in a long time! Use the translucent, multicolored beads to create all kinds of cool designs. Follow the included templates, or create your own. When your creation is picture perfect, give it a spray with water, and the dots magically adhere. Make all kinds of decorations, light catchers and almost anything you can imagine.

BARBIE GIRLS

(Mattel/Ages 6 & up/Approximate Retail Price: Device: $59.99, Fashion Pack: $9.99,Deco Pack: $9.99)

It's one of the hottest trends today--toys that interact with online worlds. The Barbie Girls unit is an MP3 player that looks super cool. Connect it to your computer and unlock a whole virtual world with your very own avatar in a colorful and action-filled world of fun, fashion and friends. There's even online chat in a safe, secure and totally rocking environment. Add-on packs let you unlock even more online fun.