Summary
Though toy sales were down 3% last year, there are 18% more registrations at this year's American International Toy Fair and toy makers are taking it as a sign that things are looking up in this old industry. Toy makers are particularly excited about adding new technology to their older toys, allowing their toys to move and react, or to work with televisions, or even to recognize words and language.
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Details
Toy buyers looking to nab the year's hottest games, gear, dolls and other playthings have descended on the American International Toy Fair, which officially kicked off on Sunday.
Registration for the event is up 18 percent from last year, according to the Toy Industry Association, and organizers were hopeful that would translate to robust sales for the beleaguered industry.
In 2004, toy sales slumped 3 percent to $20.1 billion, and would have been worse if not for brisk December sales of electronic toys, according to data from market researcher NPD Group.
"The toy market is very mature, so toy manufacturers are getting creative," said Reyne Rice, toy trends specialist for the Toy Industry Association.
"Manufacturers are trying to incorporate more technology and reach beyond traditional toy retailers so they can tap into new wallets."
With the price of technology coming down, toy makers can add interactivity to an item without tacking too much on to the price at retail.
Hasbro Inc
is updating Furby, the interactive critter that sparked a frenzy in the late 1990s, with a new look, advanced voice recognition and robotic puppetry that gives it a more life-like appearance.
Ohio Art is giving its classic drawing toy Etch A Sketch a make-over with Etch A Sketch Wired.
The new item, which is plugged into the television, allows children to draw, trace images and connect the dots.
Mattel Inc. added motion sensors to its plush Pound Puppies so they move their heads and bark when approached.
The Toy Center, a group of buildings in Manhattan's Flatiron district that has been a home base for many toy makers for over decades, was sold and will be converted into housing.
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Wednesday, March 02, 2005
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