Toy fair celebrates 100th anniversary amid snowflakes and retro fare - Show Coverage: Toy Fair

DSN Retailing Today, March 10, 2003 by Doug Desjardins

NEW YORK -- The resurgence of properties from the 1980s and new alliances among toy specialists and larger retailers were some of the hot topics at the International Toy Fair in New York City last month.

Despite a blizzard that dumped two feet of snow in Manhattan the weekend of the show, thousands turned out for the 100th annual gathering of toy manufacturers and retail buyers. The Toy Buildings on Broadway and Fifth Avenue and the Jacob Javits Center were crowded even though bad weather closed airports and snarled traffic on roadways. "In spite of everything that was going on, we were up and running," said Shannon Eis, a spokeswoman for the Toy Industry Association.

The Care Bears continued their surprising resurgence as manufacturers rolled out new products such as the Sing Along Care Bears from Play Along, which sing classic children's tunes and retail for $19.95. Another 1980s icon, Strawberry Shortcake, also returned with a new line of dolls that appeal to young girls and their mothers who owned them 20 years ago.

"There's a retro trend emerging in the toy business right now," said John Taylor, an analyst with Arcadia Investment in Portland, Ore. "You have The Care Bears and the Mutant Ninja Turtles coming back, and the initial reaction has been very positive."

Affordable toys with a familiar ring are what retailers are looking for following a year when toy sales dipped to $20.3 billion compared to $20.5 billion in 2001 (according to the NPD Group). A slack economy and competition from the video game sector contributed to a lull in the normally robust toy sector.

Spider-Man toys helped save retailers last year and this year they're hoping The Hulk will come to the rescue. Toy Biz unveiled a line of toys that will precede the release of "The Hulk" movie in May, including large foam rubber hands that make crashing sounds when they hit something.

"The Hulk Hands are going to be as big as the Web Blaster was last year," said Reyne Rice, director, NPD Funworld. She said Neo Pets and the Video Now portable video console from Hasbro could also make an impact at retail this year.

There was also buzz about new ventures between toy specialists and large retailers. They include K * B Toys supplying CVS stores and Toys "R" Us setting up shop in supermarkets owned by Ahold. FAO Schwarz joined the list on Feb. 26 when the company announced it would sell toys in Saks Inc. department stores. "There's lot of shifting going on at retail and it's going to be really interesting to see how it works out," said Rice.

Mattel is working on another animated Barbie film, "Barbie in Swan Lake," for release on video in September, which will introduce a new line of Barbie products. "Toys for girls are going to be a strong sector this year," said Taylor. "You have the Bratz dolls growing like crazy and Barbie building momentum."

In other Toy Fair news, the Toy Industry Association will hold its first Fall Mass Market Toy Expo this year, Oct.21 to 23 at the International Toy Buildings in New York City. The new show will give mass retailers an early look at toys coming out in 2004.

Also, FAO Schwarz was named the 2002 Toy Retailer of the Year for retailers with less than 25 stores. Toys "R" Us won the award for retailers with more than 25 stores.