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Toy buyers await eye-opener - Toy Fair trade show, New York, New York - Toy Merchandising

Toy Buyers Await Eye-Opener

Boys' Toys Are Main Focus Of 1991 Toy Fair

Toy buyers across the country will be looking for the next blockbuster toy to catapult sales out of the doldrums when they convene in New York next week for the annual Toy Fair, which runs from Feb. 11 to 20.

Although identifying certain winners is impossible, a number of toy retailers suspect possible winners could come in the boys' category, particularly action figures and other items in the spirit of Teenage Mutant Ninja Turtles, the No. 1 toy last Christmas.

Hasbro's Go-Go Pup, a surprise winner this past Christmas, has already been identified by some buyers as a hot property for 1991 since supplies were limited last year.

The preschool category also is being closely watched for new introductions and product refinements in response to the current baby boomlet. One buyer said a potential winner could be boys' "tools," replacing plastic food as a top performer.

In general, the buying community appears particularly interested in new items to bolster the boy's category now that many of the staples are showing signs of wear or are projected to wane: Nintendo, G.I. Joe and Batman, among them.

Girls' Toys Faring Well

The girls' toy business, some say, is already doing fairly well with a long list of successful dolls, all of which are advertised heavily on television. These include Mattel's Barbie and Magic Nursery, Hasbro's Go-Go Pup, and Tyco's Oops-A-Daisy and My Pretty Ballerina. Seeking out even more TV-advertised dolls and related accessories remains a priority.

But it will be in boys' where many buyers will be concentrating their efforts at this Toy Fair. There is particular interest in securing more action figures, trucks, radio controlled toys and video games.

Citing specific new toys they are anxious to review has been difficult for some retailers this year since many manufacturers have been holding back on revealing upcoming toy introductions prior to Toy Fair.

A number of buyers said they are looking forward to the fortnight of vendor meetings and are optimistic about the prospects for the coming year.

"As bad as things are [in the economy and with world events] I feel money is coming back to toys, mostly in boys' toys, topped by Nintendo," said Phil Brescia, toy buyer at Stuarts Department Stores.

According to Bruno Ferretti, president of Tons of Toys, the results of last Christmas pose "some opportunities" for the 51-unit, bicoastal toy chain this year, among them, specialty toys aimed at more affluent customers, hobby, in-store displays, demonstrations and video presentations plus toy basics, fashion products and still undiscovered new products.

Fred Hurley, divisional merchandise manager for toys and juvenile products at Hills, said he will be "looking and re-looking" for new introductions, finished products, creative packaging and TV commercials to support products. He will be paying particular attention to boys' plus new TV dolls to maintain and increase already strong sales.

In addition to seeking out action figures and trucks, which appear on many buyers lists, Hurley said he will be looking for more board games, bicycles and items relating to the environment.

Surprise introductions, interesting imports and new licensed characters will always be scouted, buyers note.

Among some of the new toys slated for release at Toy Fair are Cupcake, a small new doll line by Tonka, Junk Food Jewelry by a new company called Junk Inc., a complete line of wood toys bearing the Kinder-Care Learning Centers' license, Karaoke Singing Systems by Playtime, Eureeka's Castle, a line of soft-body figures with vinyl heads by Direct Connect under a license agreement with Nickelodeon, and a host of licenses by Creative Licensing Corp., including The Addams Family, Bill & Ted's Excellent Adventure, America's Funniest Home Videos and RoboCop III.

While many license holders are already known, CLC is not divulging the names of The Addams Family licensees. In fact, a toy licensee has not yet been selected and won't be until Toy Fair, said Rand Marlis, president. He said he has two competing offers.

David Miller, president of the Toy Manufacturers Association, said that traditionally in "down or flat years more new products are introduced," giving the industry a shove into recovery.

Miller expects Toy Fair 1991 to include even more selections in dolls than last year--when the show was termed "The Year of the Doll"--and boys' action figures. And depending on whether or not Nintendo releases its new 16-bit format, an "interesting" environment will take hold.

Toy Fair 1991 will be slightly larger than the 1990 event with 10% more exhibitors occupying space at the Jacob Javits Convention Center, the TMA said. The Javits Center will be open from Feb. 15 to 18. The main exhibits, located at 200 Fifth Ave., will be open during the full run of the show. Buses will be operating between 200 Fifth Ave. and the Javits Center every 10 minutes at the 23rd Street entrance, TMA said.

For the first time, TMA will sponsor four seminars, all held at the Javits Center during Toy Fair. Three of the topics are for manufacturers and importers only and the fourth is open to designers and inventors.

The seminars for toy manufacturers and importers are:

* Major Issues Facing Importers, Feb. 14 at 8:45 a.m.; * Toy Safety, Feb. 14 at 2 p.m.; * Electronic Data Interchange, Feb. 15 at 1:30 p.m. This seminar costs $25.

The fourth seminar is entitled The Changing World of Toys, a program for designers and inventors held in coordination with the Fashion Institute of Technology. This seminar also costs $25.

PHOTO : Toy Works, Sunrise, Fla.: At Toy Fair, retailers will be seeking hot new sellers to lift shoppers out of buying doldrums.

Laura Liebeck Nationwide DSN Report