OPINION The outlook for 2013


As the year draws to a close, all eyes turn towards 2013 – but what can we expect from it? ToyNews columnist Steve Reece explains what’s next for the toy trade


THERE ARE indicators that the economy is slowly picking up, dusting itself off and heading towards an agonisingly slow recovery. However, I’d bet we won’t see a sudden massive boom any time soon i.e. before 2015 at the earliest. So conditions will continue to be challenging, but when you’re at rock bottom, there’s only one place left to go.


Secondly, it appears


likely we’ll see continued retail consolidation. Those companies struggling on for the past few years only need a couple of bad trading months to set the vultures circling. Having said that, the continuing exponential proliferation of


smartphones and mobile


tech will begin to make m- commerce significant at some point soon, if not by 2013, then certainly by 2014. More specific to our industry, certain trends will mature and either prove longer term staples or begin to fade away. This would include the kids’ tablet boom, app driven toys and also online virtual worlds. Apologies if you’re in the


app toy space, but I see that coming and going. For sure, some products and companies will win this year, but in general the lack of protectable space in this area, combined with the rise of ‘me too’ products, won’t help the


establishment of a longer term retail sub-category.


Kids’ tablets and online virtual worlds have the makings of greater longevity. The dynamic behind kids’ tablets is strong. For example, “play with your tablet and be


penetration has so far to go still for adults, this kids’ tablet boom will continue. Online virtual worlds have been with us for years, but only more recently have they spawned top selling


Online virtual worlds have been with us for years, but only recently have


they spawned top selling toy brands. I see continued success for Moshi Monsters, and new kids on the block, who will come to the fore in 2013. Steve Reece


quiet”, through to “no you can’t use my iPad or iPhone”.


And because smartphone and tablet


toy brands. The beauty of this media is the high level of immersion and engagement, as well as frequency of contact with


the brand. I see continued success for Mind Candy’s Moshi Monsters, and some other new kids on the block, who will come to the fore in 2013. Beware that a gold rush doesn’t lead you to fools gold though – some brands/worlds will drive toy sales and some won’t. Finally, despite all the


tech hype, and the negativity and cynicism towards the more mature and traditional categories, these areas still make up the majority of a large industry, with much more longevity and stability than many new trends. In particular I predict my


old favourite – the board games category – to see a renaissance in 2013. Watch this space.


Steve Reece runs a leading brand management company working in the toy and game industries. Contact him via his blog at www.stevenreece.com Christmas Day disappointments


This month, ToyTalk editor David Smith reflects on presents under the tree that didn’t quite hit the mark – and what we can learn from them


WHEN YOU’RE a child, all roads lead to Christmas and I can still (just) remember those years when excitement would steadily build as the day approached. Although that anticipation inevitably lessens as you get older, I still love this time of year, and my two boys are here to remind me how magical it is for children.


Thinking about what to


buy for my kids this year got me looking back at my own childhood Christmases.


Ripping the paper off each present would prompt an immediate reaction. Although I wasn’t aware of it at the time, my parents, grandparents, aunts and


uncles would be watching, hoping my reaction would be one of joy – not disappointment. The toy world is awash at the moment with top tens and ‘best toy’ lists, so to shake things up I’m not going to produce a list of my favourite Christmas


bad presents from my childhood, and I don’t think I’ll be offending anyone now if I finally admit to which disappointed me the most, in an effort to help today’s grown-ups (including those in the toy industry), to avoid making the same kind of mistakes.


The toy world is awash at the moment with ‘best toy’ lists, so to shake things up I’m going in the opposite direction. David Smith, ToyTalk


presents. I’m going in the opposite direction – the worst toys I’ve received. I think the statute of limitations has run out on


1. TOY GUITAR I would have been perfectly happy with this if I hadn’t been promised (and I quote) “a proper guitar like


pop stars use”. To my ten year old mind, this meant an electric guitar, not thin wood and plastic. Lesson: Never over- promise and under-deliver when it comes to toys.


2. CYBORG I feel guilty about putting this action figure on this list, because I asked for it. But it had nowhere near the play potential of my beloved Action Man and I hardly played with it at all. Lesson: Just because a kid wants something doesn’t mean that they’ll be happy with it.


3. RICOCHET RACERS I can understand why this ended up under the tree. The box looked great and it


David Smith runs the consumer-focused toy news site ToyTalk (www.toytalk.co.uk) and is the author of the book, 100 Classic Toys. 18 December/January www.toynews-online.biz


claimed to merge cars with guns, which should be a winning combination, but it was actually completely boring. Lesson: Don’t judge a toy solely by its box.


4. VIDEO GAMES CONSOLE This should have been a blockbuster (it had a rifle attachment and everything), but it simply didn’t work, and there’s no greater let-down than that. Lesson: Only buy electronic games from companies you can really trust.


5. CLOTHES Really, do I have to elaborate here? Lesson: Clothes are NOT a Christmas present.


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