American toy makers are coming out of a long recession tunnel this year, hoping to ride the recovery wave with new lines of classic, "green" and high-tech toys, and a sales pitch centred on affordability.
The American International Toy Fair 2010, under way in New York until today, is sounding out market tendencies after a disastrous 2008 and an encouraging upswing in 2009 that promises improvements this year in a multi-billion-dollar industry.
Toy manufacturers have hit the fair with exhibits ranging from classic erector sets by Lego and Playmobil to spanking new offers such as a Twitter collar for pets and the perennial doll favorite Barbie, who this year is decked out as a television anchorwoman.
Santa Claus will have toys for all tastes next Christmas, but above all he will be concerned with keeping the price tag down, even at the expense of quality. Labelled toy of the year by the Toy Industry Association (TIA), the cuddly Zhu Zhu pet hamster robots (pictured below) from Cepia are still top of the list for young kids – and parents – for under $10 (Dh36.7).
"The trend this year is affordability. You will see a lot of green products under $25, also active games for the body or the minds, and affordable high tech," said TIA spokeswoman Reyne Rice.
"Parents are looking for toys or games they can play with their children, and not necessarily with too much technology," said Playmobil USA Marketing Manager Michelle Winfrey.
The toy industry is worth $75 billion in annual sales worldwide, with more than one-quarter, or $21bn, in the US alone, according to TIA figures. This year's environmentally friendly exhibits include toys made of wood and innovative offers like a $20 caterpillar farm that, with all the supplied proper care, turns into a butterfly factory in only three weeks.
Giant toy maker Mattel is hitting the high-tech market in mid-2010 with "Puppy Tweet", a Twitter-enabled dog collar for around $30 that broadcasts your pet's actions on micro-blogging site. Another wallet-friendly smart toy starting at $10 is Hexbug, micro-robotic creatures resembling cockroaches, spiders or crabs that respond to touch, sound and even light and are capable of navigating mazes or their own nano habitat set.
To celebrate the 30th anniversary of the Rubik's Cube, Techno Source offers Rubik's Touch for easy solving of the puzzle with just a swipe of the finger, and Rubik's Slide – coming out in the third quarter of this year – with light-and-sound effects for $18.
"It is easy to understand, it has a physical aspect and it is addictive," said Techno Source Assistant Marketing Manager Amy Bogin.
Barbie 2010 has also gone high-tech with its $50 Video Girl, sporting a small video camera that can send everything the blond doll sees onto a computer screen.
Toy giant Mattel surveyed its Barbie followers to determine what the doll's 125th profession should be. By majority consent, Barbie this year is a reporter and news anchorwoman on television.
And steering away from her traditional pink outfits, the new Barbie comes with a choice of 12 predominantly black wardrobes.
The toy fair has some 100,000 products on show for its 32,000 visitors.
Keep up with the latest business news from the region with the Emirates Business 24|7 daily newsletter. To subscribe to the newsletter, please click here.