Sellout Toy Fair to tap hot licenses, education items - 1995

Discount Store News, Feb 6, 1995 by Laura Liebeck

NEW YORK -- Casper the friendly ghost may battle with the Power Rangers this year for top billing in kids minds and on retailers' shelves.

But they won't be the only hot toys in 1995. Retailers are betting on a number of top properties this year, many of which will be licensed characters from a variety of films and hit TV shows.

In fact, licensed toys could enjoy one of their biggest years ever, particularly in the form of action figures and video games. Among the most notable licenses in '95 should be Casper and VR Trooper in addition to '94's top selling Power Rangers, X-Men, Batman and Star Trek.

Other popular licenses should be Sailor Moon licensed by Bandai, which brought the world Power Rangers, as well as several items by Scholastic including Goosebumps, The Magic School Bus, Clifford the Big Red Dog and The Baby-Sitters Club. A host of other licenses at the show include The Mask, Mortal Combat -- toys modeled after the megahit video games -- Looney Tunes, Harley Davidson, Blinky Bill, The Tick.

Promising toys categories for 1995 include baby-oriented electronic learning aids, arts and crafts and construction toys plus video games for the new hardware systems soon to hit shelves.

This year's Toy Fair is a sellout, according to David Miller, president of the Toy Manufacturers of America. The annual exposition will host 20,000 buyers from the United States and 87 foreign countries in the two main toys buildings on Fifth Avenue, at individual buildings operated by manufacturers and at the Jacob Javits Convention Center Feb. 13 to 20 here in New York.

Now an eight-day event, streamlined from a 10-day show in response to attendee wishes, the 1995 International Toy Fair will host a number of educational seminars at the Javits Center including "Importing and Exporting in the 21st century" and "Toy Safety: An Industry Update," both Feb. 16 at the Javits Center from 9 a.m. to 11 a.m. and from 1 p.m. to 5 p.m., respectively. Three seminars will be held Feb. 17: "Designing Toys for a Changing Market," 9:30 a.m. to 11 a.m.; "The Responsibility of the Retailer in Toy Safety," 9 a.m. to 12 p.m.; and "The Dynamics of Discount Retailing: The Toy Marketing Challenge," hosted by Discount Store News, 1 p.m. to 3 p.m.

Another new event this year will be a ribbon-cutting ceremony to open the show, featuring New York City Mayor Rudolph Guiliani.

In addition to the new toy introductions and line extensions that dominate the 10-day event, The Toy Manufacturers of America will provide the industry with 1994 sales figures and market statistics.

Sales for 1994 are expected to rise by 5% to 8% to more than $18 billion. Hot sellers in '94 were led by Power Rangers by Bandai, electronic learning aids by a variety of manufacturers, Mattel's Barbie, Tyco's Dr. Dreadful, and construction toys and arts and crafts kits by a host of suppliers.

Many of these toys are expected to remain popular in '95.

The following is a sampling of the 1995 introductions:

* Lego: DUPLO Baby, a new line of stacking toys for children ages 6 to 24 months; Freestyle, for girls and boys 3 to 12; Aquazone Play theme, a new theme set.

* Playskool: Magic Glamour Party, make-up fun; Cool Tools Tow Truck, tune up and fix the truck toy; All-in-One Fun Learning Center, a convertible easel and desk with an electronic learning aid that teaches preschoolers letters, spelling, rhymes, colors and shapes;

* Kenner: licensed toy lines featuring The Mask, The Magic School Bus and Mortal Kombat; Fantastic Fingernails Designer, fun-to-wear nail styles; Fantastic Sand Surprises Design Making Set, sand art;

* Fisher-Price: The Puzzle Place, a toy line based on the new PBS TV series that teaches children about tolerance and understanding; backyard play gym, slide, sand castle and Super Sport Coupe; electronic learning aids for babies;

* Tyco: licensed products for Casper and Looney Tunes; dolls such as Cathy's Cut 'n Curl Salon and Kenya, outfitted in Kente cloth; 6.0-volt Harley-Davidson radio control motorcycle;

* Little Tikes: Adventure Mountain Raceway; Soft Photo Album Cottage; Pickup Truck; 2-in-1 Wagon; Sports Net for volleyball, tennis or badminton;

* Cap Toys: line extension on Stretch Armstrong and Fetch Armstrong, including new stretchable characters and themed packs; Atom Ball, a high bouncing rubber ball made up of a cluster of smaller, brightly colored neon balls;

* Pressman: Gooey Louie, a game sure to gross out players who have to pull the "gooeys" out of Louie's nose; Star Poker, a fast-moving tile poker game; Chalk It Up, a sidewalk game that includes washable chalk;

* Nickelodeon: toys by various companies, including action figures and play sets distributed by Mattel and a new compound call SMUD, a bright colored play material that can be stretched and molded and doesn't crumble;

* Bandai: new toys based on its popular Power Rangers line and the upcoming movie; toys based on the "Masked Rider" TV series and "Martial Masters," a live-action series;

* Toy Biz: Wild & Wacky Painter, a no-mess fingerpaint art center; Spider-Man action figures, die-cast collectibles and radio control vehicles;