A few shipments arrived
this week. If you log
into your account at www.toywonders.com, before clicking on any of the links
below, approved wholesale accounts will see wholesale pricing.
trouble viewing this page?
a previous week's newsletter?
Model Cars And More
||Sun Star USA - Ford Mustang Hard Top (1971, 1:18 scale diecast model, Pastel Blue) 3616BU
||Kinsmart - Toyota Cami SUV (4", Asstd.) 4009D
||Kinsmart - Subaru Impreza WRX Sedan Hard Top (2002, 4", Asstd.) 4015D
||Kinsmart - Mazda RX-7 (4", Asstd.) 4018D
||Kinsmart - Toyota Prius Hard Top (4", Asstd.) 4025D
||Kinsmart - Chevy Suburban School Bus (1950, 1:36, 4.5", Yellow) 5005D
||Kinsmart - Super Formula F1 (Asstd.) 5007D
||National Air Force Collection (IC Sound & Light) 324SL
||Super Bike (4", Asstd.) 9998D
||Thunder Unit Police Car w/ IC sound (4.75", Asstd.) 994SL
||Mail Truck (5.75") 51180
||Air Whale Helicopters (5", Asstd.) 408D
||X Planes Airforce (6.5", Blue) 51300
||X Planes - Blue Air Force (9", Blue) 51301
||Space Shuttle (7.5") 51355D
To remove yourself
from our mailing list,
reply to this email and say unsubscribe.
Toy Wonders, Inc.
God and the Art of Toy and Diecast Marketing
By Lu Su
The 2009 Toy Fair concluded
a couple of days ago with little fan fare. Toy Fair is a marketing
exposition held once a year in New York City. Basically a great
majority of companies that manufacturer or distribute traditional
toys come together and do an exhibition together. Because the
focus is on children's traditional toys, you would not typically
find companies that market video or computer games at the event.
I know the media and show
management did their best to spin the entire event as a great
success (they need exhibitors and attendees to return); but
as a exhibitor I noticed the foot traffic was down. In the past
it would be very difficult to find a parking spot near the Jacob
Javits center. Also in the past, the opening day would often
be marked with great throngs of people; thus making it difficult
to just walk down an aisle. I noticed that both difficulties
were absent this year. And I understand why. When the economic
situation is poor, people are less apt to travel. But I also
know there are many other contributing factors.
In my opinion, the two
biggest contributing factors that makes marketing of traditional
toys more challenging each year is 1) the expansion of the internet
and 2) large production capacity. As you know the internet continues
to greatly reshape how business is conducted for all types of
businesses -not just toys. In the past, if you wanted information
on what are the new products, you had to attend the show. Now
new product information is often just a click away. And I think
many of you already know, the internet has greatly affected
the music, phone, video and a whole host of other businesses.
Video and computer games
for years now have continue to grow in popularity, while at
the same time eat into the market share of the traditional toy
market. I remember speaking to my Mattel representative who
was asked to retire last December (I guess he was given an offer
that he could not refuse). He had been in the Toy Industry for
a very long time (over 35 years). He told me that Barbie once
enjoyed an age range of ages 3 to 18; but now has a targeted
age range of ages 5 to 8.
"By the time girls hit 9 or 10, they will spend more time
IM-ing or Emailing than playing with toys", remarked my
Interesting, those two words didn't even exist half a generation
ago. I can directly relate to that statement; because I can
see from my four kids that the great majority of their free
time is spent playing video or computer games -not traditional
toys. And I know it is not because of a lack of them. We have
closets, cabinets and shelves full of traditional toys (i.e.
blocks, board games, cards, robots, Elmo).
The large production capacity
affects the toy industry because once a decent item is developed,
demand for that item is quickly met. Consequently, the product
life cycle is shortened. In the past when a hit product was
developed, toy marketers could enjoy a few years of distributing
that item. Now that window of opportunity has shrunk to basically
one season. This causes all companies in the distribution channel
to take greater risks (without greater reward). "How many
units of this "hit" product do you want X weeks/months
from now?" Commit now, or you won't have it. The shorter
life cycle also translates into greater risk in research and
development (R & D). What spurs sales? New products and
innovation. For the most part the amount of money spent on R&D
in the traditional toy market continues to decrease. In the
past we could enjoy seeing about a dozen new prototypes from
each new toy manufacturer. Now we are lucky to see three (and
most of them are old products in a new box).
So for the most part,
all companies that take part in the distribution of traditional
toys continue to face challenges -as the internet and production
capacity continues to expand. To make matters even more challenging,
last year our government has passed some new safety and labeling
laws that have good intentions; but will serve to drive more
companies that market traditional toys out of that type of business.
I think the overwhelming response from people in my industry
is that business environment is already challenging. And compliance
to the set of laws comes at a very bad time -in this current
The traditional toy industry
is morphing into something new. What it will look like in the
end is unknown to me at this time. Lucky for a handful of us,
we do not meet this challenge alone. Our trust is in the Lord.
The law of the LORD
reviving the soul.
The statutes of the LORD are trustworthy,
making wise the simple.