Tried and true favorites play lead role at Toy Fair - licensed toys, Toy Fair trade show

Discount Store News, Feb 1, 1993

Classics is the buzzword for licensed toys and products for this year Toy Fair.

This is another year where no one licensed phenomenon is poised to take the market by storm. Instead, tried and true characters are winning over the kids, and the retailers. These characters are safe havens in a world where the number of licensing properties can be overwhelming.

"The licensing business has gotten very sophisticated and very marketing driven," said Betts FitzGerald, vice president, licensing, Jim Henson Productions, referring to both the extensive licensed properties in the market and the range of products that are now licensed.

"Retailers have gotten very savvy about licensing. I defensively," said Debra Joester, president, Hamilton Projects. Hamilton licenses such names as "Beverly Hills 90210" and "Melrose Place," popular TV shows with teens.

The trends for this Toy Fair have more to do with the type of product introduction, rather than the license itself.

Two of the more prevalent toy trends that licensing companies are taking advantage of include video games and electronic toys along with interactive arts and crafts kits, which are currently hot sellers at retail.

FitzGerald said that an ever increasing number of electronic games are hitting the market. Tiger Electronics, which licenses numerous characters for its hand-held games, will be introducing a number of handheld electronic games based on the Muppet characters.

Another video game being introduced at Toy Fair is based on the Baby Sitter's Club series of books. What sets this handheld game apart, according to Andrew Gatto, president, Play-Tech, is the target market for the game.

With so many electronic toys out there today targeted at boys, we wanted to create a collection that girls could call their own," he said. Play-Tech will sell the game, called Book Bash, for about $10.99.

KIDdesigns is showing a range of Playskool and Barbie electronic toys, including tape recorders and keyboards. The company is also aiming for the young girls' market with a Girl Talk brand portable radio and telephone.

Another toy trend that is sweeping the retail scene is arts and crafts kits. Manufacturers are finding it necessary to become creative and more marketing driven. Even a venerable favorite like Crayola is now offering a 96-count box of crayons and holding a contest to name the new colors.

Non-traditional licensees, such as the Audobon Society, are also getting into the act with an environmentally-friendly craft kit. Rose Art also offers an environmental puzzle featuring the artwork of environmental artist Wyland.

All licensed toys continue to be fueled by movies and TV.

According to FitzGerald, The Muppets have a busy schedule for 1993. The "Muppet Christmas Carol" will be released on video this month. A full-range promotion is in the works with Kmart, which may include cross-over promotions of various Muppet toys. In addition, a Halloween special is in the works. Disguise, a costume manufacturer, will be showing various Muppet Halloween costumes during the Toy Fair.

One character that seems to be struggling, despite exposure, is Batman. The cartoon show on the Fox network was switched to prime time, Sundays at 7 p.m., from Saturday mornings. Warner Bros., is hoping the new time slot will attract a whole new set of viewers, especially adults.