This was my fifteenth Toy Fair. I’ve been around the blocks quite a few times. But, like the circus, no matter how many times I see the show each one is filled with oohs and awe. From the rush to get through the opening gates to the possibility that, just maybe, this time I’ll score the “it” toy of the year, Toy Fair 2009 was one more great adventure.
While the most obvious “theme” this year was the economy, price-cutting didn’t necessarily limit innovation. Sometimes keeping price points low actually resulted in some pretty creative and open-ended playthings. University Games’ water-friendly Splattermat, Crayola’s Giant 3-D Sidewalk Chalk, Bandai’s 5-Second Station stopwatch, Wild Planet’s finger-printing Evidence Kit and Technosources’ Printies, (which makes stuffed characters using a color printer) were right on target with price and play value.
On the opposite end of the price spectrum, Mattel’s Mindflex and Uncle Milton’s Force Trainer were two high-end, high-tech toys that involve moving a ball through hoops using your brain waves. (Trust me, they really work!) Mattel’s Digital Nail Printer tops a manicure with decals. Hasbro’s latest version of Clue, called "Secrets and Spies," uses a cell phone to text message clues. And JAKKS' Eye Clops Mini-Projector turns any screen--- from a TV to an iPhone--- into a 70” wall projector.
Lots of companies followed the lead set last year by Green Toys, Idbids, & Sprig in promoting green toys and packaging. Hape’s gorgeous bamboo doll house even had a solar panel. Plan Toy’s Rocking Elephant is made with organic rubberwood and water-based dye.
Collectibles abound. They’re cheap and cheerful. Gear up for Basic Fun’s Bakugan keychain, Sara Bella’s new miniatures, Spin Master’s Tech Deck, Ugli Dolls’action figures, Kooky’s Star Wars Klickers, and of course, action figures from Batman, Star Wars, Star Trek, Ben 10, and Pokemon.
I saw a lot of shining “Stars.” Star Wars and Star Trek are just two of the big name movies coming out with toys to match from Playmates, JAKKS Pacific, Mattel, Hasbro, Fundex, LEGO, and others. Hasbro has a full array of toys from the GI Joe, Transformers, and Wolverine movies. And it’s the year of the princesses with two new Disney titles: The Princess and the Frog, and the re-release of Snow White. Mega Blocks also has the Halo products.
Building never goes off-trend. This year, Fisher-Priceintroduces Trio for the 3 year-old. Hasbro has Blocksters for babies. The Looping Lightning Coaster from K’Nex is for big kids. And LEGO introduces two new adventure series: Power Miners and Space Police, each with an on-line component.
As more families stay at home, games and puzzles continue to grow in popularity. I probably saw more board games than anything else (and personally, can’t wait to test a bunch of them). iToys had a handheld KenKen, the new uber Sudoku. I Can Do It! Games’ Discovery Beach made simple memory games into a 3-D adventure. Think Fun’s 36 Cube was a mindgame of a different color. For the younger genius, they had Clever Castle. There were lots of variations on Rubik’s Cube, including a high-tech version fromTechnosource, a round Rubico from Hasbro, and an instructional DVD with the Rubik’s solution called You Can Do It! from Winning Moves Games. In the puzzle world, I loved Insect Lore’s Parts of a Bug Puzzle, University Games’ amazing elephant Junglewalker Puzzle, Fundex’s artistic Impossible Puzzles (that they swear aren’t impossible), and a new perspective on puzzles from Ravensberger called WASGIJ (read it backwards).
What’s always fun is seeing how the classics change with the times. This year, Barbieis turning 50 with a gala ball gown and an updated Dream House. Fisher-Price’s Little People are also turning 50, with a commemorative farm just like the one I used to have. Dora is becoming a 'tween with her new Explorer Girls posse. Etch-A-Sketch is adding a stylus & eraser to its classic and creating a new design called Free Style (with a joystick-style controller.) Monopoly can now be played on a city grid (as well as on the Wii, handhelds, or even your cell phone) with Hasbro’s Monopoly City . Hasbro’s classic Scrabble has an addictive, quick-playing card version called Scrabble Slam. (Electronic Arts adapted it to the Nintendo DS, and you can even play it on the iphone with all your friends on Facebook! )
And those are just SOME of the oohs and awes of Toy Fair 2009! -- Wendy Smolen, Toy Wishes Magazine