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Vol. 25, No. 6 November/December 2009<br />
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Value In, Glitz Out<br />
Activities are going back to basics as popularity rises<br />
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<br />
A<br />
s in many retail industries, toy industry sales this year<br />
have been flat at best. According to The NPD Group, for the<br />
12 months ending August 2009, toy industry sales fell 3<br />
percent, compared to the same time period in 2008.<br />
Yet the toy industry is faring better than other prod-<br />
uct categories, including apparel and video games,<br />
both of which declined 5 percent or more in sales<br />
<a title="The Toy Book November/December 2009 page 1" href="http://viewer.zmags.com/publication/19182323?page=1">Vol. 25, No. 6 November/December 2009Va</a> Vol. 25, No. 6 November/December 2009Va<a title="The Toy Book November/December 2009 page 2" href="http://viewer.zmags.com/publication/19182323?page=2"></a> <a title="The Toy Book November/December 2009 page 3" href="http://viewer.zmags.com/publication/19182323?page=3">table of contentsNovember/December 2009dep</a> table of contentsNovember/December 2009dep<a title="The Toy Book November/December 2009 page 4" href="http://viewer.zmags.com/publication/19182323?page=4">Publisher’s ViewpointA Ca</a> Publisher’s ViewpointA Ca<a title="The Toy Book November/December 2009 page 5" href="http://viewer.zmags.com/publication/19182323?page=5"></a> <a title="The Toy Book November/December 2009 page 6" href="http://viewer.zmags.com/publication/19182323?page=6">STAT SHOT TOP-SELLING FAMILY E</a> STAT SHOT TOP-SELLING FAMILY E<a title="The Toy Book November/December 2009 page 7" href="http://viewer.zmags.com/publication/19182323?page=7">Marketing MemoGO YOUNG!T</a> Marketing MemoGO YOUNG!T<a title="The Toy Book November/December 2009 page 8" href="http://viewer.zmags.com/publication/19182323?page=8">Industry UpdateFanTOYstic Trivia</a> Industry UpdateFanTOYstic Trivia<a title="The Toy Book November/December 2009 page 9" href="http://viewer.zmags.com/publication/19182323?page=9">2010 TOTY AWARDS NOMINEES, INDUCTEES ANNOUNCED </a> 2010 TOTY AWARDS NOMINEES, INDUCTEES ANNOUNCED <a title="The Toy Book November/December 2009 page 10" href="http://viewer.zmags.com/publication/19182323?page=10">Industry UpdateSIGN OF GROWTH FOR</a> Industry UpdateSIGN OF GROWTH FOR<a title="The Toy Book November/December 2009 page 11" href="http://viewer.zmags.com/publication/19182323?page=11"></a> <a title="The Toy Book November/December 2009 page 12" href="http://viewer.zmags.com/publication/19182323?page=12">Industry UpdatePLAYMATES OBTAINS </a> Industry UpdatePLAYMATES OBTAINS <a title="The Toy Book November/December 2009 page 13" href="http://viewer.zmags.com/publication/19182323?page=13"></a> <a title="The Toy Book November/December 2009 page 14" href="http://viewer.zmags.com/publication/19182323?page=14">Industry UpdateCALIFORNIA ORDERS </a> Industry UpdateCALIFORNIA ORDERS <a title="The Toy Book November/December 2009 page 15" href="http://viewer.zmags.com/publication/19182323?page=15">WINNIE THE POOH ROYALTY CASE DISMISSED </a> WINNIE THE POOH ROYALTY CASE DISMISSED <a title="The Toy Book November/December 2009 page 16" href="http://viewer.zmags.com/publication/19182323?page=16">Toy Industry AssociationPerspectivesTOTYCele</a> Toy Industry AssociationPerspectivesTOTYCele<a title="The Toy Book November/December 2009 page 17" href="http://viewer.zmags.com/publication/19182323?page=17">5 QUESTIONSWITHTim Kimber, president and CEO</a> 5 QUESTIONSWITHTim Kimber, president and CEO<a title="The Toy Book November/December 2009 page 18" href="http://viewer.zmags.com/publication/19182323?page=18">Activitiescontinued from cover One of </a> Activitiescontinued from cover One of <a title="The Toy Book November/December 2009 page 19" href="http://viewer.zmags.com/publication/19182323?page=19"></a> <a title="The Toy Book November/December 2009 page 20" href="http://viewer.zmags.com/publication/19182323?page=20">Activities </a> Activities <a title="The Toy Book November/December 2009 page 21" href="http://viewer.zmags.com/publication/19182323?page=21">age groups, the activity category as a whole is o</a> age groups, the activity category as a whole is o<a title="The Toy Book November/December 2009 page 22" href="http://viewer.zmags.com/publication/19182323?page=22">Activities Crayola's Model Magic Presto D</a> Activities Crayola's Model Magic Presto D<a title="The Toy Book November/December 2009 page 23" href="http://viewer.zmags.com/publication/19182323?page=23"> The Manga Complete Drawing Kit for Kids</a> The Manga Complete Drawing Kit for Kids<a title="The Toy Book November/December 2009 page 24" href="http://viewer.zmags.com/publication/19182323?page=24">ActivitiesThumbprints become trés chic in F</a> ActivitiesThumbprints become trés chic in F<a title="The Toy Book November/December 2009 page 25" href="http://viewer.zmags.com/publication/19182323?page=25"> The VoiceReaching BothTrade and Consumers</a> The VoiceReaching BothTrade and Consumers<a title="The Toy Book November/December 2009 page 26" href="http://viewer.zmags.com/publication/19182323?page=26">Toy Marketing in a Web 2.0 World Three </a> Toy Marketing in a Web 2.0 World Three <a title="The Toy Book November/December 2009 page 27" href="http://viewer.zmags.com/publication/19182323?page=27">discount code for grandparents toredeem </a> discount code for grandparents toredeem <a title="The Toy Book November/December 2009 page 28" href="http://viewer.zmags.com/publication/19182323?page=28">Going Green Takes Many FormsDespite the Economy,</a> Going Green Takes Many FormsDespite the Economy,<a title="The Toy Book November/December 2009 page 29" href="http://viewer.zmags.com/publication/19182323?page=29">expanded its collectible trading cards range</a> expanded its collectible trading cards range<a title="The Toy Book November/December 2009 page 30" href="http://viewer.zmags.com/publication/19182323?page=30">Green Toys </a> Green Toys <a title="The Toy Book November/December 2009 page 31" href="http://viewer.zmags.com/publication/19182323?page=31"></a> <a title="The Toy Book November/December 2009 page 32" href="http://viewer.zmags.com/publication/19182323?page=32"> DVDiscoveries! Animal Planet Baby A</a> DVDiscoveries! Animal Planet Baby A<a title="The Toy Book November/December 2009 page 33" href="http://viewer.zmags.com/publication/19182323?page=33"> Amav takes on the challenge of saving th</a> Amav takes on the challenge of saving th<a title="The Toy Book November/December 2009 page 34" href="http://viewer.zmags.com/publication/19182323?page=34">NOVEMBER/DECEMBER 2009THE DEFINITIVE INFO</a> NOVEMBER/DECEMBER 2009THE DEFINITIVE INFO<a title="The Toy Book November/December 2009 page 35" href="http://viewer.zmags.com/publication/19182323?page=35">NEWSASTRA REVEALS 2010MARKETPLACE THEME The</a> NEWSASTRA REVEALS 2010MARKETPLACE THEME The<a title="The Toy Book November/December 2009 page 36" href="http://viewer.zmags.com/publication/19182323?page=36">ASTRA'S ANGLEToy Safety at Retail </a> ASTRA'S ANGLEToy Safety at Retail <a title="The Toy Book November/December 2009 page 37" href="http://viewer.zmags.com/publication/19182323?page=37">IT’S S HOWTi ME!by Tom ShayY </a> IT’S S HOWTi ME!by Tom ShayY <a title="The Toy Book November/December 2009 page 38" href="http://viewer.zmags.com/publication/19182323?page=38">Green Toys Branch Out Learn about al</a> Green Toys Branch Out Learn about al<a title="The Toy Book November/December 2009 page 39" href="http://viewer.zmags.com/publication/19182323?page=39"> OWI, INC. manufactures educational RobotiKi</a> OWI, INC. manufactures educational RobotiKi<a title="The Toy Book November/December 2009 page 40" href="http://viewer.zmags.com/publication/19182323?page=40">CHILDREN'S BOOKSGettingaReadonChildren’sPublishi</a> CHILDREN'S BOOKSGettingaReadonChildren’sPublishi<a title="The Toy Book November/December 2009 page 41" href="http://viewer.zmags.com/publication/19182323?page=41"> </a> <a title="The Toy Book November/December 2009 page 42" href="http://viewer.zmags.com/publication/19182323?page=42">WHAT'S NEWRobots and Robot Games ROB</a> WHAT'S NEWRobots and Robot Games ROB<a title="The Toy Book November/December 2009 page 43" href="http://viewer.zmags.com/publication/19182323?page=43">MEDIA CENTERRock, Roll, and Ride Rebe</a> MEDIA CENTERRock, Roll, and Ride Rebe<a title="The Toy Book November/December 2009 page 44" href="http://viewer.zmags.com/publication/19182323?page=44">Directory of Toy ManufacturersOrganized by Hong </a> Directory of Toy ManufacturersOrganized by Hong <a title="The Toy Book November/December 2009 page 45" href="http://viewer.zmags.com/publication/19182323?page=45">Central Plaza Chinachem G</a> Central Plaza Chinachem G<a title="The Toy Book November/December 2009 page 46" href="http://viewer.zmags.com/publication/19182323?page=46">Directory of Toy ManufacturersOrganized by Hong </a> Directory of Toy ManufacturersOrganized by Hong <a title="The Toy Book November/December 2009 page 47" href="http://viewer.zmags.com/publication/19182323?page=47"></a> <a title="The Toy Book November/December 2009 page 48" href="http://viewer.zmags.com/publication/19182323?page=48">Directory of Toy ManufacturersOrganized by Hong </a> Directory of Toy ManufacturersOrganized by Hong <a title="The Toy Book November/December 2009 page 49" href="http://viewer.zmags.com/publication/19182323?page=49"></a> <a title="The Toy Book November/December 2009 page 50" href="http://viewer.zmags.com/publication/19182323?page=50">Directory of Toy ManufacturersOrganized by Hong </a> Directory of Toy ManufacturersOrganized by Hong <a title="The Toy Book November/December 2009 page 51" href="http://viewer.zmags.com/publication/19182323?page=51"></a> <a title="The Toy Book November/December 2009 page 52" href="http://viewer.zmags.com/publication/19182323?page=52">Directory of Toy ManufacturersOrganized by Hong </a> Directory of Toy ManufacturersOrganized by Hong <a title="The Toy Book November/December 2009 page 53" href="http://viewer.zmags.com/publication/19182323?page=53"></a> <a title="The Toy Book November/December 2009 page 54" href="http://viewer.zmags.com/publication/19182323?page=54">Directory of Toy ManufacturersOrganized by Hong </a> Directory of Toy ManufacturersOrganized by Hong <a title="The Toy Book November/December 2009 page 55" href="http://viewer.zmags.com/publication/19182323?page=55">Rd., Suite 105, Mount Laurel, NJ 08054 </a> Rd., Suite 105, Mount Laurel, NJ 08054 <a title="The Toy Book November/December 2009 page 56" href="http://viewer.zmags.com/publication/19182323?page=56">Directory of Toy ManufacturersOrganized by Hong </a> Directory of Toy ManufacturersOrganized by Hong <a title="The Toy Book November/December 2009 page 57" href="http://viewer.zmags.com/publication/19182323?page=57">Delightful, Fashionable Dollsby Elsweet Rufino,</a> Delightful, Fashionable Dollsby Elsweet Rufino,<a title="The Toy Book November/December 2009 page 58" href="http://viewer.zmags.com/publication/19182323?page=58">Raising the Barby Sanford Frank a</a> Raising the Barby Sanford Frank a<a title="The Toy Book November/December 2009 page 59" href="http://viewer.zmags.com/publication/19182323?page=59"></a> <a title="The Toy Book November/December 2009 page 60" href="http://viewer.zmags.com/publication/19182323?page=60">IndustryMarketplaceOLLIE SWANTSYOUR CLOSEOUTS!</a> IndustryMarketplaceOLLIE SWANTSYOUR CLOSEOUTS!<a title="The Toy Book November/December 2009 page 61" href="http://viewer.zmags.com/publication/19182323?page=61">IndustryMarketplaceClassifiedsTOY DEVELOPMENT</a> IndustryMarketplaceClassifiedsTOY DEVELOPMENT<a title="The Toy Book November/December 2009 page 62" href="http://viewer.zmags.com/publication/19182323?page=62">Flashback: November/December 19903.2 </a> Flashback: November/December 19903.2 <a title="The Toy Book November/December 2009 page 63" href="http://viewer.zmags.com/publication/19182323?page=63"></a> <a title="The Toy Book November/December 2009 page 64" href="http://viewer.zmags.com/publication/19182323?page=64"></a>