Thursday, August 25, 2016

Play for the Millenials

In the mid-1980s, there was a category of extremely popular games that enjoyed brisk annual sales. Those games were recognized in the industry by several different names; party games, social interaction games, conversation in a box, or most fittingly, adult games. This boxed entertainment targeted baby boomers over the age of fifteen with game play intended for social gatherings of adult friends. Contents, theme, and play structure were aimed at adult interests. One of the most popular games of that era was Scruples.

No other inventor capitalized on the popularity of this category more than Brian Hersch. His LA based studio seemed to originate hit after hit after hit including Outburst, Taboo, Oodles, SongBurst, ScrutinEyes, Mad Chatter, Malarky, and others. Hersch and Company was the creative drive behind Platinum editions of Taboo, Outburst, and Scattergories in the 90s.

Says Hersch, "Our adult party creations were lubrication for rusty social skills. Some games were filled with edgy, often naughty fun for baby boomers. I got several reports where trade buyers asked the marketers to make some tweaks in content before placing big orders. Any new game had to get through a buyer before it could reach end consumers so on occasion the final edit was done by a very unlikely source!"

Whether because of buying choice saturation or the re-emergence of rust to baby boomers' social skills, the adult category seemed to plateau. But enter the millennial players today whose game interests have changed dramatically as evidenced by the recent popularity of Cards Against Humanity. Brian Hersch, always the "marketing-meister",  has observed the emergence of this new demand for liberal game content. He is launching a very adult content based variant of Outburst on Kickstarter, called Midnight Outburst. Game geeks may see some of the same physical game components as original Outburst, but the content is giving the millennials the type of edgy play they want in social adult games.

Hersch concludes, "This generation is discovering just how well a game can facilitate social interaction. Millennials do not have the past sensitivities to language and content, and they certainly want content free of the meddling edits by conservative trade game buyers!"






Friday, August 5, 2016

Our Handbook Makes Forbes "Best"!


This blog post contains some unexpected and exciting news about The Toy and Game Inventor's Handbook. Richard C.Levy and I always hoped that the Handbook, when originally released by Penguin/Random House as a How-To or Self-Help book, would be acclaimed as a compendium of topics important to novice inventors with dreams of creating breakout toys and to anyone active in the toy industry. Now available on Amazon in it's 3rd edition as an e-book, our hopes have been confirmed by an unexpected source. The Handbook has been selected as #2 on Forbes List of Best Books recommended by 2016 Shark Tank Entrepreneurs.




Forbes List link: http://www.forbes.com/pictures/eglg45hljgh/the-toy-and-game-invento/#7bf1a48a6194


Forbes asked those Shark Tank entrepreneurs to recommend some good reads about business and the key takeaways. An example of strong support for the Handbook came from Mark and Lisa Burginger, founders of Qubits Toy, IncThe Buringer's said, "Two toy industry veterans offer an authoritative guide to toy and game licensing, providing everything an inventor needs to know about bringing a concept to market. This book is chock-full of real world examples. inspires by example and teaches you to trust yourself and your instincts. One of many important tips is to remain a kid at heart and never give up and never grow up."


Those of you that have downloaded the Handbook already, thanks. If you have an idea for the next hot toy or game, this book is a blueprint for that possible leap to the market.. Or if you're just looking for a good book to read, the Handbook contains some fascinating and charming history of the toys and games that were a part of all our lives.


Tuesday, July 26, 2016

Surfing for Games

The Toy and Game Inventor's Handbook contains many suggestions by top toy sages on how best to keep up with industry trends. One common tip repeated by these in-the-know toy people was, "get out into retail frequently and see what's on the shelves." It's all there; playthings with latest entertainment licenses, product displayed by categories, attractive merchandising and packaging, marketers who dominate space, and a mix of new toys and games with the classics.

Any itinerary to Toyland's retail aisles should obviously include regular stops at Walmart, Target, Kmart and TRU. To be all inclusive, specialty retailers are a must stop too since unique and likely higher end playthings, often ignored by big box outlets, populate the aisles.

Add to brick and mortar visits, quality time surfing the wonder and convenience of internet websites in search of industry happenings. In the 3rd edition of the Handbook, we concocted a new section called the Websitary (coined by the contraction of website and glossary). It is a listing of websites we felt, at the time of publication, would likely be of interest to toy people. As an e-book, we were able to make these sites interactive.

Today, digital toy industry info abounds on the computer. If your thing is games, check out thegameaisle.com The site is maintained by inventor and active blogger, Kim Vandenbroucke who posts frequent reviews of games new to the market. In her blogging, Kim uses a special mix of skills from her industrial design training, experiences at a former Chicago invention house, and independent creative work from her design business, Brainy Chick. kimvandenbroucke.com.

Says Kim, "It behooves toy people to know what the competition is up to, what looks to be doing well, and what has flopped. In the seven years I've been blogging, the game arena has changed so much! Paying close attention to the market has been a fun adventure for me. I've played tons of games. I'd like to think blogging to the industry has made me better at designing toys and games while shining a light on the market for my audience"

Another blog that offers a wealth of information on the game side is Purple Pawn. purplepawn.com
The site's stated mission reflects the commitment to the industry's game segment. "Purple pawn is a site about life, as seen through the prism of games." And by admission of Executive Editor, David A. Miller and his staff, "Purple Pawn covers everything cool, sick, famous. infamous, down and dirty, up and coming, cultural, or just plain weird in the world of people and analog games". Those promises sound to me as though Purple Pawn should be another regular blog stop in getting a pulse on the latest games populating Toyland.

Sir Frances Bacon wasn't a toy guy, but he is attributed to have said, "Knowledge is power". Enjoy building your industry knowledge through all those store visits  and by surfing the web.

Wednesday, July 13, 2016

A Very Friendly Robot

Long, long ago, I had the memorable experience of heading Playskool's R & D Department for several years when it was located in Chicago. Actually, it was more of a D & D Department (design and development) since little "research' was done in Chicago. "Research" was handled at Milton Bradley's corporate offices in Springfield, MA.

Each year. D & D was to create new preschool playthings with input from Playskool's Marketing Department. Unquestioningly, the most successful project launched during my time in the Department was to replace a clunky, mechanical action Computer with "something new and more exciting".

That "something new" assignment lead to Alphie The Robot; a friendly looking space age character full of beeps, hoops, music, LEDs, and play modes powered by a 9V battery. Unbeknownst to us at the outset of the project in 1977, that original Alphie would enjoy sufficient longevity to become an early preschool brand and appear in nine ideations over its market life from the introductory year of 1978 until 2011!

The "toy gods" looked favorably on the project from day one. An all-star team was assembled to make Alphie happen. There were many key players including:

Michael Meyers who had just joined Milton Bradley as Vice President Corporate R & D after successful product years at Child Guidance and Marx toys. Mike pushed his premonition that Star Wars, then about to burst onto big screens everywhere, would make "space" toys a hot commodity. His years heading significant R & D projects made him the perfect liaison between MB's budding electronics group and Playskool's design specs for Alphie.  Mike's important sidebar contribution was the serendipitous suggestion to name the then nameless toy after his pet cat, Alphie! Suggestion given; suggestion trademarked!

Paul Lapidus managed the talented Playskool designers who were tasked with creating an appealing space creature acceptable to preschool mothers and the internal corporate panel of critical observers. Through the years, Alphie would get several design "makeovers" and dimensional changes, but it was the toy's initial form and functions that won the hearts and minds of the toy trade and huge numbers of consumers.

Greg Hyman and Larry Greenberg had just been retained by Mel Taft, Milton Bradley's Sr. VP Corporate R & D to consult on the company's electronic projects. The timing was perfect. There couldn't have been two more co-operative and knowledgeable external partners. Taking Playskool specs for the toy's functions, Hyman and Greenberg's first step was to provide a "prove-it" breadboard and when approved to then layout the circuitry on a PC board that would become Alphie's microprocessor "brain" in production. Though Greenberg passed unexpectedly in 1992, Greg Hyman shepherded all eight subsequent Alphie electronic ideations as the friendly robot grew into a major Hasbro brand.

http://www.museumofplay.org/blog/play-stuff/2012/04/the-path-to-toy-invention-greg-hyman/

From that tip-off assignment for original Alphie, Greg Hyman went on to co-create and license over 120 state of the art toys including notables like Major Morgan, Talking Barney, Baby All Gone and Tickle Me Elmo. Documentation on much of Greg's toy invention can be viewed at the Strong National Museum of Play in Rochester, NY. http://www.museumofplay.org


Through a generous gift from Hyman and Greenberg to the Hasbro Children's Hospital in Providence, RI, Alphie appears on a plaque in an examining room to offer a friendly, welcoming face to little tykes daily.


Thursday, June 30, 2016

An Ultimate Toy Maker

Maker Faires have been described as "part science fair, part county fair, and part entirely something new". You can add to that description, "part toy fair". The Faires are "gatherings of tech enthusiasts, crafters, educators, tinkerers, hobbyists, engineers, authors, artists, students and commercial exhibitors of all ages". Add mass marketers and trade buyers to that demographic mix and a Faire rivals Javits or Nuremberg. These well attended Maker Faires can be found globally with over 100 affiliated events around the world each year. A recent Faire in San Mateo, CA, now in its tenth year running, drew over 150,000 makers and kids over a weekend!

Bob Knetzger, a professional toy designer and inventor for over forty years saw the connection between his creative skills and interests to those of many hobbyists and toy lovers in the Maker Faire audiences. In his career, Bob built many prototypes and models to demonstrate his and partner Rick Gurolnick's ideas at Neotoy in their attempts to license new toy concepts. Among those many concepts was the wildly popular line of Dr. Dreadful toys. His experiences were more than enough to get Maker Media to publish his fascinating book: MAKE:FUN! Create Your Own Toys, Games, and Amusements.

In MAKE:FUN!, Bob lays out the tools and step by step plans for turning everyday materials into clever toys, games, and amusements; some of which have recognizable relationships to successful commercial originals. The book contains 40 highly illustrated projects that show how to use simple electronics, mold and sculpt plastics, and assemble toys that demonstrate scientific principles and  how many popular playthings work.

Among my favorites is the Mad Monster Candy Snatch Game. Perhaps the attraction to Mad Monster is that Knetzger uses the principles of the classic Operation Game to make a clever candy dispenser. Rather than withdrawing plastic pieces from Cavity Sam, a steady hand with the forceps earns a candy treat! Touch the Mad Monster in an attempt to extricate a piece of candy and he flashes, crackles, and says: "You make the Monster mad--You lose!" There is no candy treat for a shaky hand.

Hobbyists with a love of toys and desires to make them will find MAKE:FUN! a must have publication. Perhaps some budding inventor in search of a creative spark will springboard Bob's meticulous plans for the forty projects into a totally new toy. For Bob Knetzger, that would validate his long held contention that original ideas occur "when two old things bump into each other to make something new". It's a book that fits neatly into any toy inventor's library.    http://www.makershed.com/products/make-fun


Saturday, May 28, 2016

A Very Special Toy Inventor



Ralph Baer, inventor of Hasbro's Simon, the widely popular electronic memory game introduced in 1979, passed in 2014. While some may remember him as the creator of Simon, the world will remember him as the "Father of the Video Game". It is likely that title got the Smithsonian Institution's Museum of American History to make Ralph and his workshop part of their national story and a focal point of the Year of Innovation in the Museum's Innovation Wing.

Ralph has good company in the Museum among the likes of SC Johnson, inventor of the Ziplock Brand bag, Kirk Christiansen, inventor of the Lego block, Clarence L. Fender, inventor of the electric guitar, Earl Tupper, inventor of Tupperware, and of course, Thomas Alva Edison, inventor of the incandescent electric lamp.

Longtime industry friends, Richard and Sheryl Levy made a recent visit to the Smithsonian to view the tribute to Ralph. It made Richard recall the day speaking with Ralph on the phone when the Smithsonian was at Ralph's home in Manchester, New Hampshire collecting elements for the  Museum exhibit. "They are collecting everything that is not nailed down," whispered Ralph into the phone. "I have some stuff hidden under the staircase so they don't take everything."

"You cannot miss the Smithsonian exhibit" reports Richard. "It is the first exhibit you see as you enter the West Wing. Without doubt, the Smithsonian curators put tremendous value on Ralph's contributions to American innovation." And consumers to this day continue to see the unique play value in Ralph's Simon game nearly forty years after its introduction.

Phil Orbanes, Vice Chairman of Winning Moves Games, remembers Ralph as "a down-to-earth genius". Orbanes met him the year after Simon exploded onto the games' scene. "Unlike so many boastful inventors, Baer took success in stride and treated everyone he met as an equal." Speaking of Ralph's inventive skills, Orbanes said, "Once he got an idea, he could build it. In the early years that meant using a soldering iron to create the circuitry. But in time, he taught himself to program EPROMs (chips) and even build plastic cases and related parts to see his concepts come to life. He was an inventing marvel. Nothing deterred his enthusiasm for a new idea."

Originally a native New Englander, Ralph spent months in his later years in the land of the Sunshine Santas (that concentration of inventor talent in south Florida), where he was able to visit frequently with the Levys and discuss among other things the state of the toy industry, and of course, invention.

Ralph was among some 80 professional toy and game inventors we profiled with their personal advice and tips in the The Toy and Game Inventors Handbook. You can see his pithy remarks in that publication.

If the Smithsonian exhibit in D.C. doesn't work for your travel schedule, you can see Ralph's work memorialized at The Strong Museum of Play in Rochester, NY.
http://www.museumofplay.org/

Saturday, May 14, 2016

Toy Industry Jargon

Every industry has its own jargon. When businesses communicate, they often intersperse acronyms and words inherent to their specific industry. Most likely, an industry's jargon may be so limited in use that the words do not appear in an authoritative language reference like the Merriam-Webster Dictionary.

In The Toy and Game Inventor's Handbook, we included a glossary of 475 words that we felt were common and basic to the toy industry. Since we are in a "fun" business, we took the liberty to write definitions more playful and whimsical than those that would meet the stringent standards of dictionary editors. Here are several examples of industry jargon. Our definitions are in italics:

Dog: (with all respect to the ASPCA and my beloved 16 year old Tibetan Terrier, Denver, who is one sweet dog)
A product that's dead at retail

Lawyers: (guardians of the industry)
The only people who consistently make money and turn a profit

Yawn: (a bad omen signaled by the viewer during an inventor's pitch)
A boring product idea 

I recently came up with a new word, "inventortainment". To me the word characterizes inventor pitch time in today's world now that showing a new idea is often broadcast to marketers/backers on video screens versus former confidential one-on-one private meetings between inventors and company representatives.

Inventortainment is not yet part of the toy industry jargon. But someday, if the word gains widespread  "toyspeak", it may even reach a place in those authoritative consumer dictionaries. After all, every year, Merriam-Webster adds hundreds of newly minted words and acronyms that have gained popular usage in the English language.

So if you help to "jargonize" my word around the toy business, it may pass the high standards of dictionary editors. Here is the full definition: inventortainment: (n) an inventor's pitch effort of an innovative concept to marketers or backers in hopes of gaining a licensing agreement or the financial support to commercially develop the proprietary idea.

A sincere "thank you" if you add my new word to your jargon.