Top Trends from Toy Fair 2008

Thanks to the overwhelming success of Webkinz, interactive web play for dolls and toys was the bust-out trend for Toy Fair 2008. Although the trend started last year, many more dolls and toys jumped on the web-play wagon for 2008. And, really, they had little choice, since Webkinz and similar toys that link to online worlds have changed the amount of time (and dollars) that children and even adults spend on standard toys. Most of the highly collectible toys today (Webkinz, Neopets) and most major dolls (Barbie, Bratz) have online worlds where those who love the products can be truly immersed. This trend is fraught with danger, though, since a badly developed web site is probably worse than no site at all, and site development is expensive.

Eco-Friendly products were front and center at Toy Fair 2008. Dolls and Toys can be made "green" in several ways, including reducing waste (less packaging), using recycled materials (recycled cloth for doll dresses or plastic milk cartons for tea sets), making the products in the United States (less transportation reduces the carbon footprint), and using natural products such as cotton or wood (fewer harmful chemicals). Many manufacturers had at least one eco-friendly line of toys or dolls, and many buyers were actively seeking these products. There was a bit of a disagreement at Toy Fair, however, since some attendees didn't think that a product made in China and shipped to the USA could be considered an eco-product.

After the scares with Barbie doll items recalled for lead paint, Polly Pockets recalled for mini-magnets and Aqua Dots recalled for dangerous chemicals, there was some backlash against Chinese toy manufacturing at Toy Fair this year. Of course, it is seriously difficult and expensive to manufacture dolls and toys in the United States since the infrastructure just doesn't exist (I heard tales of doll makers having to make 100 phone calls to try to manufacture something locally). So, many toy buyers were looking at toys and dolls made in Europe, such as Playmobil, Lego, Kathe Kruse, Kapla and others. Since the vast majority of toys and dolls are made in China, it will be interesting to see if this trend blows over or gains steam in 2008.

It was interesting to see some ratcheting-back of trashy dollies at Toy Fair this year. Barbie seemed especially demure (she was busy coaching soccer, hosting celebrity cooking shows and having her hair done). Ty Girlz got a make-over to make them look younger and sweeter, and those bratty Bratz didn't even attend this Toy Fair! I think that manufacturers see that kids aren't as infatuated with jaded, world-weary dolls as they once were, and the overwhelming success of extremely wholesome toys like Webkinz, even with tweens, is starting to change the need for toys to be overly edgy and, well, trashy. Edgy dolls still exist, but they are taking more of an anime-style approach and focusing on kid-appropriate fashions.

Recession? Really? You couldn't tell at Toy Fair 2008! Attendance was up 30% over last year, and there was more media swarming around than ever (up over 10%). Anecdotally, buying was up, too, with booths crowded with toy and doll buyers. Most of the doll manufacturers who attended Toy Fair this year were thrilled with the response. Also, I think that many Toy Fair attendees were excited about new product lines. Finally, there was a sense that the worse of the toy safety recalls were behind the industry and that the industry would forge forward stronger (and safer!) than ever.

Is that doll safe? Where is it made? What are the safety conrols and procedures? Any lead in that paint? These were just some of the many, many safety-concerned questions heard from toy and doll buyers at Toy Fair 2008. The manufacturers are ensuring the safety of their toys like never before, with many of them going above and beyond current regulations, including removing all phalates from plastics now and adding extra safety checks at various points during the manufacturing process. The toy industry overall as well as the government are also working hard to avoid a repeat of the toy recalls of 2007--the head of the Consumer Product Safety Comission attended Toy Fair and answered questions and introduced initiatives to keep toys safe.