Off to the Big Apple

Like many of you, I will be among the TIA estimated 20,000 attendees at Javits next week. Aren't we excited!?!? I look forward to seeing all those 100,000 products especially the 7000 "never before seen in the world"! I may try finding those 7000 since after Toy Fair, few will be at my local Target, Walmart, and TRU. With such an overwhelming and mind boggling amount of product, I just might settle for locating 174 new exhibitors among the 1200 clustered along the Javits aisles. Have a great Toy Fair!

If you have a minute with everything going on for Toy Fair, check out my guest post on the Purple Pawn, a blog about our industry.

Creative Factor at Toy Fair

Promoting the session to Bob Fuhrer: inventor, agent, and strategist for Ken-Ken

My co-author, Richard Levy, and I did an encore of 2009 at the Creative Factor resource center this past Toy Fair on February 15. We were pleased to be part of a knowledgeable group of specialists brought together by Brett Klitsch and sponsored by the TIA to "focus attention of inventors and other creative professionals on the intricacies of working in the toy and game industry".


















Explaining an intricacy of working in the Toy Industry

In this information age when one can stare at a monitor and be linked in various degrees of separation, the three day Creative Factor trumped digital texting and comments by putting high profile personalities and real experiences into the highly relevant sessions. There could be no substitute to hearing industry realities from such experts as Nancy Zwiers of Funosophy, Steve Zuloff of Can you Imagine Corp., Richard Gottlieb USA Toy Expert supreme, Stephanie Azzarone of Child's Play Communication and on and on. Hopefully, the TIA will make the series of topics available in recorded format as part of its continued commitment to the industry's creative sector.


















Standing room only of hopeful inventors

No question the attendees at these sessions have dreams of participating in future Toy Fairs through hopefully licensing ideas so they can join the annual display of 100,000 products. And why not continue to try and create new products for the toy and game industry when this year's billing said there were "7000 products never before seen." With that kind of target to shoot for, it's a great incentive to generate a never before seen gidget or gadget? Who wouldn't want to be the originator of the Toy of The Year? Dream on.....

Where Have You Gone Millens W. Taft?

Each February thousands of people flock to NYC for the annual Toy Fair, an industry extravaganza. The throng consists of buyers, exhibitors, inventors and various other trade guests. Nary a mere consumer among those attendees. TIA insists badge holders perform some function that makes the industry tick. And it's a mature crowd. To get that entry badge, one must be over 18 years old.

One attendee, who has been missing the past few years after so many Toy Fairs where he was a magnet to inventors, is Millens (Mel) W. Taft. Beloved industry schtickmeister, Fred Kroll, each year would add to his record of 50++ Toy Fairs. But Mel Taft was at that same lofty total. He started attending the industry event in 1949 and likely exceeded Fred's self proclaimed attendance record. For most of Mel's Toy Fair appearances, he was the welcoming figure to inventors in Milton Bradley's suite at 200 5th Ave. After his MB days, he was a familiar figure at Fairs worldwide as an international toy and game licensing agent.

Mel was always easy to spot. Not many toy people reached his 6' 5" stature, wore a "crew cut" when coiffed styles were well passed the collar, or showed a preference to camel hair jackets over shiny pin-stripped suits. If not within reach of one of his loving back slaps, one knew he was nearby by the sound his friendly high decibel belly laugh that resonated throughout the aisles. Mel Taft had the inviting qualities that attracted inventors to MB. He was enthusiastic, inquisitive, energetic, supportive and playful. Here was a Harvard MBA always ready to roll up his sleeves and play. (And isn't play what the industry is all about?)

Mel hoped that inventors would mirror many of his qualities when they pitched ideas. That mantra was captured in his belief that to sell a new idea, "if you aren't enthusiastic and passionate about it, how can you expect others to be?" He was all enthusiasm for the projects he "sold" to his management associates that contributed to the phenomenal sales increase of over 100 times from his start date at MB. He was a driving force in making MB the world's largest game company. He was a firm believer that in the toy and game business, "product is king" and his vision of the importance of good product over the years brought many firsts to the MB line.

During his years as head of R&D, and a good many of those heading Marketing, too, MB introduced games featuring early TV characters. Hopalong Cassidy and Howdy Doody were soon followed by a long list of cartoon based games. Seeing that TV game shows appealed to the older crowd, Mel pushed for home versions of Concentration, Jeopardy, Price is Right, and many others. In fact, Concentration was the first MB million seller. He put the word "mass" in the category, "mass market games".

Sensing consumer attractions to celebrities, Mel lined up spokes persons including Art Linkletter, Lucy Ball, and the Odd Couple. Acting on advice that electronics were coming into toys and games big time, Mel signed on enhanced products like Simon, StarBird, preschool Alphie Robot, the Microvision system and a host of games with electronic features. To keep the MB line current with technology trends and consumer demands, he structured an advanced R&D group to design the latest micro-magic into products across the Company's varied lines.

But it is not merely in the success of countless products Mel championed to market that is testimonial to his contributions to the industry. He tirelessly badgered the professional inventing community to spawn new ideas and to bring those innovations to his company first. During his active days at MB, inventors had many licensee choices. But it was Mel's personal style--and yes, prospects of big royalty payoffs from successful MB sales--that got licensing deals done. With his belief that product was king, Mel Taft always treated inventors as kingmakers. Those types of inventor-marketer relationships so central in Mel's days need to be sustained today to continue the infusion of inventors' creativity and innovation into the current industry.

I might be a tad biased toward Mel Taft since he hired me at Milton Bradley in 1969; just another mark of his true R&D management genius! But in my view, after observing the new product side for many years, I can confidently say that few in the T&G industry have had careers filled with as many accomplishments as Millens W. Taft.

Creative Factor at Toy Fair

It doesn’t seem possible that Toy Fair ’09 was two weeks ago. Now we should be back to whatever it is we do; inventing, prototyping, pitching, promoting, maybe even planning for Toy Fair 2010. Well, if we can’t deal with time chunks that far into the future, maybe the readying is for the June Licensing Show in Las Vegas or the October Dallas Show or another industry event on the horizon. One thing about the toy and game business, there is always someone available to hear a pitch or a show to attend somewhere. So noodle away, pitch your ideas, maintain your contacts, and by all means keep the industry bustling.

Here's one of the industry's best "bustlers". If you don't
know him you should . . . Kevin McNulty Endless Games

Co-author Richard Levy and I energized SRO crowds at our two Creative Factor sessions as part of a TIA education program.


SRO - Standing Room Only:-) Next year we'll do MSG -Madison Square
Garden- so there's room for all!

Our assigned topics were “invention” and “licensing” which we covered by extrapolating facts and stories from the pages of our Toy and Game Inventors Handbook. We did our best to give empirical, non-theoretical, eye-opening, practical advice from what has been called “the bible” of the industry on its subject. Actually, when we wrote the book, we compiled the insights of many industry leaders. Some of these people have played musical chairs since our pub date, but their words still resonate with currency as if their thoughts were expressed during Toy Fair 2009.

Buy a copy today!
http://www.greatideagear.com/toybook

To set the tone in the Creative Factor sessions, we used such tidbits from the hundreds in the Handbook as:

“The success, the innovation, and the personality of the industry is best exemplified by the independent inventor. The creative inventor serves as a constant reminder that the business is about finding fun for kids and playing Santa Claus for America.”

Bob Moog, President of University Games

Ted Wolfe, long time inventor, saw an inventor’s role as

“adapting previously known devices to previously unknown products. Inventors do not speak only of original or innovative. Recombining is an acknowledged skill of the toy pro.”

Right on Ted! Seems that has happened all too frequently with the advent of “brandwashing” in our industry; a new face (media license) on an old item.


Talk about pizzazz! Here is the marketing maven and shtikmeister with his partner(s).

"Given equally good concepts, the inventor with pizzazz, passion, showmanship and a well thought out presentation will have the edge that could make the difference in a company taking or passing on an item."

Mike Hirtle, Hasbro, Global Vice President of Product Acquisitions

“Inventors should embrace the myriad opportunities entertainment licenses provide. Rather than being locked out by inactivity, I encourage inventors to see licenses as a major opportunity and create innovative product for these brands.”

Roger Shiffman, founder and president of ZIZZLE

Richard and I could not cover all aspects of invention and licensing in our two hours at Toy Fair or even in our 470 page “Toy and Game Inventor’s Handbook.” Being current and active in the business is all about gathering information, knowing the industry, identifying trends, and applying your own personal magic to what you learn each day so you are a creative force in the race to Toy Fair 2010. See you there.


One or both of us will see you next year!

Toy Fairs Past

Long before Jacob Javits became the hub for the NYC Toy Fair, there was the Toy Center at 200 5th Avenue. Toy Fairs then were not the horizontal open-air bazaars with aisles and aisles of playthings that we know today. Rather in the old Toy Center, the annual extravaganza was held in a combination of vertical towers connected by an oddly placed but functional “bridge” on the 9th floor that attached more exhibits at 1107 Broadway to the main Center.

Most toy and game companies maintained “showrooms” at the Toy Center and would not bother to exhibit at Javits; it was an inconvenient location mostly for startups. The Toy Center forced buyers and the thousands of miscellaneous fair goers to use the grossly undersized elevators or the narrow and steep marble stairways to get to the showrooms protected from un-welcomed visitors by an “appointments only” mentality. After all that physical abuse to find a company, there was little hospitality shown by the reception desk temp or business-suited security enforcer to any guest without an appointment. Toy Fair was a serious time for sales/orders, not for schmoozing inquisitive non-buyers.

Yielding to my curiosity about the old Toy Center, on Saturday afternoon, February 14th, I took my valentine, Leslie, to the changing neighborhood at 23rd and Broadway. Maybe this nostalgic photo op captures a few memorable scenes for those in the toy biz before Javits became the center of the toy universe.

The iconic clock in front of 200 still stands with the incorrect time. Maybe the green light is saying "Toy people, do not stop here. Go directly to Javits."

The 23rd St. side entrance may be open, but only the "ghosts of toy fairs past" are home.  Why is the entrance protected by a tunnel of street level scaffolding?

To my query, the workman says, "I told you once, but I'll tell you one last time, pal. I know nuttin' about showrooms, there's nobody alive in there! Guess they're puttin' in new offices or sumptin'."

Wait a minute! Didn't I often park my car on the second or third tier of this lot one-half block from the Toy Center when I was silly enough to buck the NYC traffic?

Yikes, a Home Depot. I'm confused! Isn't this the old Hasbro showroom on 23rd St. where I spent hours in meetings and Toy Fairs?

Safe at last back uptown where the toy business is still hoppin'! (Wonder if my new game, Quad*doku, will draw all these shoppers later this year!!??)

OK, Mike Hirtle, I know you're in this Times Center showroom on a Saturday. I have a few 

great new game concepts to show you. No, I don't have an appointment! Guess if I can't get in, I'll just wait for the opening day of Javits, February 15, 2009.

Juggling Act

                               
EGG | CHAIN SAW | BOWLING BALL

If coming to see Richard Levy isn't enough, come see the juggling act I've been working on for years. Surprisingly, I still have all my fingers.

The TIA has scheduled an open forum, The Creative Factor. This year the Drop-In Learning Center will be in Booth 4838. Check out the full lineup of topics in the Toy Fair program. Be aware that Richard and I will present at the Licensing and Business Hour on Sunday, February 15 and Tuesday, February 17 from 3 to 4 PM each day. Stop by with a smile, a wave, or a timely question. On Sunday, we'll be focusing on perspectives on how the industry has changed for inventors and on Tuesday how character licensing has shaped toy and game product since the release of our Toy and Game Inventors Handbook. You may want to mark a stop at 4838 in your daily Toy Fair schedule.

P.S. I'm working hard on that wrap-up to feature my life long dream: to juggle a chainsaw, a bowling ball, and an egg. Don't miss us!