The Toy Book - 2016 NY TOY FAIR EDITION

State of the
Industry
"GOOD" ISN'T GOOD ENOUGH
by BRUCE LUND, founder, Lund and Co. Invention LLC
THE TOY INDUSTRY IS A LITTLE TINY
industry in a world that is getting bigger all
the time. Our industry is, if not besieged,
then at least beset by myriad forms of competition
for the hearts and minds—and dollars—of
the consumer. The competition from
video games, apps, movies, and many other
entertainment and play options is formidable
and continues to be more compellingly
entertaining all the time. There is no doubt
that the industry knows this.
How do we succeed as an industry, as
individual companies, in this sea of competition?
Like so many things, it is simple,
but not easy. I remember many years ago
walking into the showroom of one of the
great Spanish doll companies of that era, and
on introducing myself, they commented on
one of our most successful dolls, Baby Sip
‘n Slurp, with Hasbro. They thought it was a
great doll. It made me realize, adding up the
play features of our doll—drinking, mixing
up the juice, the silly straw, blowing bubbles,
the slurping noise, wetting, etc.—that a very
simple equation all added up to a lot of great
play value.
It is that simple: just add it up. Give the
TMX Elmo
product a lot of play value—not just one or
two fun things, but more. While you may not
get credit for it because all those play features
can’t be depicted on the package, you
will get credit for it at home, with the child,
and with the parents once they see the child
play with the toy. This is valuble because you
cannot buy word-of-mouth promotion.
In a world of extraordinarily compelling,
novel, ever-new competition for a child’s
attention, how else can we grab it and keep
them having fun? Make your toys great.
Recently, our new boys collectible line with
Vivid Imagination—Fungus Amungus—has
been well-received. In this product, we used
the same formula from long ago: one toy
with additive play value. Kids can watch them
grow and move as if alive, plus they are fun
to play with even if kids have just one character,
plus they stick to things. It adds up to a
great value with engaging and ongoing play,
resulting in satisfied consumers. All of that
equals success.
There are also other ways, of course.
Another big success was TMX Elmo, with
Fisher-Price. Not only was TMX Elmo a
great toy with more and bigger action than
any toy of its ilk, but the marketing
of the product leading up to
its introduction was nothing
short of genius. The marketing
centered around the idea
that it was “top secret.” They
couldn’t tell consumers about it.
What do consumers want to
know about more than that
which they are not allowed to
know? We want what we can’t
have. The closed box, looking
more like a high-security vault
containment than a toy package,
revealed nothing about the
product either, other than an
infectious laugh when you
lifted the flap.
So, to compete in today’s highly competitive
retail area, we can tell the story of
the product in a compelling new way, and
then, of course, deliver on the promise with
a compelling product. TMX Elmo did not
disappoint on its way to becoming the fastest
selling toy ever on the day of its release, and
that year’s Toy of the Year (TOTY) winner.
Similarly, our “TumbleTime Tigger,” also
with Fisher-Price, actually did a cartwheel in
the package. The presentation was captivating
and never before seen. It took the
in-package demo of toys to a new level—patented
even. And the sales went through the
roof. We need to be as innovative in marketing
and packaging as our industry has always
been with the product itself.
It’s simple. Just create a genius level
product, supported by genius level marketing,
and add in some genius packaging solutions
to sell the product on shelf, and voila: a
successful, hit product.
Like I said: It’s simple—it’s just not easy.
How else do we succeed against the titans
of entertainment that vie for kids’ imaginations
and play time? There are other ways, of
course, that you should consider not instead
of, but in addition to, the great play value of
additive play features described above. I can’t
tell you all of them, of course, because then
you wouldn’t need us anymore. »
Bruce D. Lund has been a champion
of the toy industry for more
than 30 years. After a brief stint
at the Marvin Glass & Associates
studio in Chicago, Lund started
his own toy design and product invention
company. He has created
hundreds of toys and games, including TMX Elmo,
Baby Alive Sip ‘n Slurp, Baby Alive Tummy Treats,
Uno Roboto, Dino Construction Company, and
more. Look for his new book, Bruce’s Beliefs, Everything
I Know About Business (and Life) I Learned
Playing with Toys, at createspace.com/3785943.
Follow his blog at lundandcompany.com.
74 THE TOY BOOK | FEBRUARY 2016 | TOYBOOK.COM