Last year we had two talking trucks, Chuck and Matchbox Rocky. Take a look at this updated version of Chuck–he’s bigger and has more tricks. Look forward to trying this one with our testers. Watch our video.
With the pre-toy fair events behind us, we start the hunt for the best toys of 2010 tomorrow in earnest. Thousands of exhibitors, both large and small, present their new toys at the International Toy Fair in NYC. When I started covering toy fair, the big guys were all at the Toy Building at 23rd Street and Broadway. We would try to schedule our appointments so that we could walk our way down the building. The elevators – always a scary event were full of buyers, toy makers and reps…and when I first started, they all seemed to smoke. It was really gross. Of course, this was also the era of showbiz at toy fair. There were life size women that became Malibu Barbie…complete with pink shag rugs, moving stages and spotlights. If Hasbro was introducing a new pirates toy, you could count on pirates carrying on a sword fight in the showroom. There was plenty of sizzle! Now it’s just a trade show–all of the actors are gone. The toy building is being converted into condos. Even Matchbox has stopped giving out special toy fair editions (very sad). In any case…here’s what we see as the emerging trends.
Retro is In
Strawberry Shortcake, Alfie, Monopoly, Life, Twister–are all major players at toy fair this season. Monopoly now comes with a board you build yourself or here’s a break through, a round play board (see below) as part of Monopoly Revolution. Pretty revolutionary–it takes two million dollars to pass go! The new versions of Twister no longer have that wonderfully smelly plastic mat. Many of these versions look like fun. And let’s face it with the Twister brand, you’re probably more likely to try it than if it had a whole new name!
Life Celebrates its 50th Anniversary!
Monopoly Revolution
Licenses Prevail
If there’s a successful franchise, you’ll see it everywhere. Ironman 
is back full force and Star Wars 
has captured the hearts of a whole new generation thanks to the Clone Wars. But we wonder whether Weebles really needed to incorporate the Hulk and Spiderman?
Weebles now with the Hulk and Spiderman
Battle of the Battling
There will be a battle for your child’s battle dollars between Spinmaster’s Bakugan and Hasbro’s Beyblade. This will be determined by the nearest 8 and 9 year old near you!
Hasbro's Beyblade
Zhu Zhu Pets are Challenged- Last year’s run away hit is being challenged by Hasbro who wants part of that rodent action and is introducing a competing line of motion activated pets called Furry Frenzies.
Furry Frenzy to Compete with Zhu Zhu Pets
Sushi and Microwavable Easy Bake food
Food is big in toyland. Last year we got at least a dozen different food related kits including a motion activated birthday cake (Leapfrog). This year the trend continues with Sushi Ottomans (sushistyle.com) and perhaps one of the biggest sign of the times, Easy Bake Kits for the microwave. It’s as if maybe enough kids mentioned in a focus group that they could make the same food in 2 minutes in their microwave!
Retro Dolls
Barbie is all about looking back at her past careers and Strawberry Shortcake, now 30 is a little big taller!
Barbie Student Teacher 1964
The boxes of spring toys and books have started to arrive in full force. At the end of a very long day, I opened the last big box and had a wonderful laugh. Inside was a HUGE piece of sushi. This stuffed piece of sushi is really an ottoman. It also came with a doll and a side of salmon roe.
I’ve been reviewing toys for a long time- I’m rarely surprised anymore–but I have to say a toy that includes a salmon roe accessory, got me. 
You have to wonder what was the a-ha moment here for Atlanta-based stylist, Mimi Tin, founder of sushistyle.com. A graphic designer clearly not afraid to push the envelope, Ms. Tin has created this collection that is inspired by the Pop Art Movement.
While at first, I was just shocked really–I have to say that the ottomans are very well-made. The dolls will most likely appeal to the tween/teen market. And the addition of the roe is just so fun, it’s perfect.
Does anyone need a HUGE piece of sushi furniture…probably not, but they are extremely witty. The dolls retail for $29.95, the ottomans (Cucumber Pouf with Salmon Roe) or the Cali Pouf retail for $79.95 each at sushistyle.com.
Sushistyle.com's Mimi Tin
A couple of years ago we tried the latest version of the Easy Bake Oven. I tried it with two 9 year olds (a boy and a girl). After thirty minutes of making mac and cheese that didn’t taste very good, one of them said “we could have done this in the microwave in about two minutes and it would have tasted better!” That was pretty much when I was over Easy Bake Ovens. I do have disclaim that I LOVED my Easy Bake Oven…it was so empowering to be able to make something all on my own. I looked forward to using my Easy Bake Oven or my friend Jeannie Parker–it was on our list of things to do in between playing super heroes (where we would often end up fighting over who would be Wonder Woman).
So I wasn’t surprised that the new rollout for Easy Bake are things you can make in the microwave. (They still have the oven.) Picking up on the current craze for decorating food (there were at least eight different kits last year from various toy companies)…these new kits are meant to focus the activity on the decorating rather than creating the actual cake.
Sign of the times.
I don’t know why this made me laugh–but some how I thought My Little Pony was silly enough (yes, yes, enjoyed by millions, but still there’s something about the never-ending pink rococo plastic fantasy settings that always gets me thinking about archeological digs centuries from now..and what they’ll think about such design and the civilization that played with them.) Click here to watch our video.
My Little Pony has now become a merpony…no kidding. So now the merponies have there own new underwater castle. From the press release, you’ll see why this was the next obvious evolution for My Little Pony:
Located in the heart of the sea, this magical castle is an underwater dream come true for the MERMAID PONIES. Each pony will love to explore this nautical treasure with lights and sounds . Discover PINKIE PIE’S secret shell bedroom that really opens and closes or take a pony for a ride on the “magical” seashells that allow her to “swim” around the castle. The MERMAID ponies will love to “splish and splash” on the waterslide or hang ten on the “real” waves with the tubular surf boards.
The Castle will retail for $39.99 and be available next Fall.
I got boxes of Barbies today–celebrating Barbie’s occupations throughout the years–as well as her new jobs (more on that later). When I got to 1965’s Student Teacher Barbie I was struck how much she looked like Debbie Mazar (Entourage).
Seriously, take a closer look.
We’re happy to report that Baby Alive doesn’t scare us as much this season. (If you’ll recall last year’s Baby Alive Learn to Potty won our Ugliest Doll Award). This year Baby Alive is happy to just be bouncing and babbling. Watch our video.
Celebrating her 30th birthday this year, the little strawberry smelling doll is hoping to capture the attention of another generation. The pr person taking us through the new line shared that she had a Strawberry Shortcake doll when she was little. One of those generational markers when you realize that you’re a bunch older than most of the pr people in the room. In fact, I was distracted thinking about how old all the pr people were when we started the toyportfolio!
In any case, Hasbro is hoping that if you played with Strawberry Shortcake as a child, you’ll want to bring it home to your own kids.
It was only a prototype (and a buggy prototype at that)…but if it works the way it did during our demo, this promises to be one of the best games for 2010. Takes the play of Scrabble, Boggle…and marries it with fun technology. Take a look at our video.
If you have a child interested in all things science, take a look at Joanne’s new featured list of toyportfolio.com’s top-rated science books for kids.