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TOTAL LICENSING
TOYS 2009
Discounting leads the way for this year’s toy industry
If any one trend came out of the re-
cent spate of toy fairs, it is that pric-
Significant influences affecting the 2009 retail landscape in the US point to Economics, Exercise, Entertainment,
ing, more than ever, is of paramount
and Engagement, according to Reyne Rice, the Toy Industry Association’s Toy Trends Specialist.
importance. Consumers are unlikely

to see $100 toys on the shelves this
Economy & Price Value - Multi-tiered pricing strategies provide options to fit all wallets. The price-value
year as the recession has lowered the
relationship appeals to all categories: classic and new play patterns with multi-dimensional play experiences, toys
buying power of even the most indul-
that grow with a child over time, and in games and educational products that offer skill-leveling as they represent
gent adults. As one licensor told us,
the value gift-givers expect in tougher economic times. In addition, there are lots of options priced under $25.
“The days of the $60 toy are gone. We

all need to focus on creating toys that
Exercise: Get Up and Move-It - Today‚s parents want their kids up and moving. The goal is to build healthier
fulfil consumer needs at a price they
habits, to combat obesity, and to promote long-term active lifestyles. New 2009 product solutions include Motion
are willing and able to pay”.
Gaming that uses the accelerometer technology (made famous in the Wii), plug-n-play options for under $30, and
This time last year, all talk at the toy
RFID technology for preschoolers. Also, old-fashioned water blasters, soft darts, and outdoor sports and ride-ons
fairs was about toy safety following a
provide retailers with both new technology and classic brands to support active play.
year of massive product recalls. This

year, whilst we wandered the halls
Entertainment: Larger Than Life, 3D Movies - More than two-dozen family films will launch in 2009, and over
as far afield as London, Hong Kong
half of them are associated with a strong licensed property or entertainment celebrity figure. About 40 percent
and New York, the economy was on
of the new 2009 family and kid-directed movies will feature the newest 3D technology. These new entertainment
everybody’s lips. Consumers want
properties range from classics such as Transformers, DragonBall, Wolverine, Terminator, Star Trek, and GI Joe, to
lower-priced items and retailers and
newer pop culture crazes such as drifting/racing (Fast & The Furious), and celebrities such as Hannah Montana
manufacturers are facing up to this.
and Harry Potter. By appealing to the dual target audiences of kids and older collectors, these movies should
As Reyne Rice, a toy trends specialist
drive not only movie box-office tickets, but also retail sales of toys and collectibles.
for the Toy Industry Association said,

“Price, value and the economy are go-
Engagement: Digital Kids & Tech Parents - From today‚s digitally native kids, to grown-up video gamer dads, and
ing to be the key focus. That is what
to high-tech moms, families are embracing digital media and technology in their tools and in their toys. Parents
retailers are looking for and that’s
want digital media tools that will engage their families, encourage family communication and interactions, and
what they are hearing from their con-
have long-term play value and skill-building applications. Toy manufacturers are bringing families together
sumers. They want to make sure that
with digital cameras, online internet sharing software, social gaming and web-connected toys, as well as
the products on their shelves reflect
communication and music devices. Many products are ergonomically designed to fit younger kids‚ hands and a
not only what consumers are looking
family’s slimmer wallet.
for but, what they can afford”.
Traditional toys, such as board and
card games, reflect this lower pricing
“Despite all the challenges, Hong Kong
and are making a strong come-back.
retains its enviable global reputation
But, with toys generally taking anything
as Asia’s centre for stylish, quality toys
up to two years to develop, of course
at reasonable price,” said Raymond
the real change will be seen next year.
Yip, Assistant Executive Director of
How the rest of this year pans out,
the HKTDC. In the first 11 months
is anybody’s guess. What is certain
of 2008, Hong Kong toy exports in-
is that everybody involved in the toy
creased 10 per cent, to US$12.61 bil-
industry, and the licensing chain, is go-
lion.
ing to have to work harder and more
The Hong Kong International Station-
creatively than ever before to maintain
ery Fair opened alongside the toy fair,
levels of business.
the two events showcasing a wide va-
riety of quality, creative, eco-friendly
Asia’s largest toy fair, the 35
th
Hong
products.
Kong Toys and Games Fair, opened
The two fairs are the first large-scale
early in January with 2,021 exhibitors
international trade shows covered by
from 37 countries and regions, includ-
the HK$120 million assistance package
ing first-time participants from Argen-
of the Hong Kong Trade Development
tina, Belgium, Ireland and Russia.
Council (HKTDC), the fairs’ organiser.
127
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