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<br /> Vol. 26, No. 6 November/December 2010<br /> Social Media:<br /> Changes in Marketing Attitude and Latitude<br /> T<br /> he social media arena enables companies to direct customized mes-<br /> sages to specific segments more efficiently and more effectively than<br /> broad-spectrum messages. One of the key benefits of this 1:1 approach<br /> is the opportunity to win customers and retain them for long periods—<br /> hopefully a lifetime. Social media one-to-one marketing and communications is<br /> so new, it might sound glamorous. Some see it as a new sense of freedom, ro-<br /> mantic even. It's just you and him (or her) bonding, building a relationship,<br /> building sales. page 10<br /> A Look Inside:<br /> International Toy Fair Nuremberg... page 16<br /> Hong Kong Toys & Games Fair... page 20<br /> page 37<br /> <a title="The Toy Book November/December 2010 page 1" href="http://viewer.zmags.com/publication/84b2aafd?page=1"> Vol. 26, No. 6 November/December 2010 </a> <a title="The Toy Book November/December 2010 page 2" href="http://viewer.zmags.com/publication/84b2aafd?page=2"> </a> <a title="The Toy Book November/December 2010 page 3" href="http://viewer.zmags.com/publication/84b2aafd?page=3"> table of contents table November/December 2010</a> <a title="The Toy Book November/December 2010 page 4" href="http://viewer.zmags.com/publication/84b2aafd?page=4"> Editor's Viewpoint Collect Them All! Jackie Bre</a> <a title="The Toy Book November/December 2010 page 5" href="http://viewer.zmags.com/publication/84b2aafd?page=5"> </a> <a title="The Toy Book November/December 2010 page 6" href="http://viewer.zmags.com/publication/84b2aafd?page=6"> STAT SHOT TOP 10 FAMILY ENTERTAINMENT TITLES </a> <a title="The Toy Book November/December 2010 page 7" href="http://viewer.zmags.com/publication/84b2aafd?page=7"> Go Figure! by Funosophy Make Time for Toys by N</a> <a title="The Toy Book November/December 2010 page 8" href="http://viewer.zmags.com/publication/84b2aafd?page=8"> Industry Update FanTOYstic Facts 98: number of es</a> <a title="The Toy Book November/December 2010 page 9" href="http://viewer.zmags.com/publication/84b2aafd?page=9"> TIA ANNOUNCES 2011 TOTY NOMINEES In a specia</a> <a title="The Toy Book November/December 2010 page 10" href="http://viewer.zmags.com/publication/84b2aafd?page=10"> Talking Social Media Social Media: Changes in</a> <a title="The Toy Book November/December 2010 page 11" href="http://viewer.zmags.com/publication/84b2aafd?page=11"> “Technology Priorties” results, people with a goo</a> <a title="The Toy Book November/December 2010 page 12" href="http://viewer.zmags.com/publication/84b2aafd?page=12"> Toy Industry Association Perspectives TAKING A </a> <a title="The Toy Book November/December 2010 page 13" href="http://viewer.zmags.com/publication/84b2aafd?page=13"> </a> <a title="The Toy Book November/December 2010 page 14" href="http://viewer.zmags.com/publication/84b2aafd?page=14"> 5 QUESTIONS WITH Ernst Kick, CEO show how su</a> <a title="The Toy Book November/December 2010 page 15" href="http://viewer.zmags.com/publication/84b2aafd?page=15"> </a> <a title="The Toy Book November/December 2010 page 16" href="http://viewer.zmags.com/publication/84b2aafd?page=16"> International Toy Fair Nuremberg: More Than </a> <a title="The Toy Book November/December 2010 page 17" href="http://viewer.zmags.com/publication/84b2aafd?page=17"> </a> <a title="The Toy Book November/December 2010 page 18" href="http://viewer.zmags.com/publication/84b2aafd?page=18"> ucts virtually before the fair starts. Visitors c</a> <a title="The Toy Book November/December 2010 page 19" href="http://viewer.zmags.com/publication/84b2aafd?page=19"> </a> <a title="The Toy Book November/December 2010 page 20" href="http://viewer.zmags.com/publication/84b2aafd?page=20"> Sourcing at Asia's Largest Toys & Games Fair S</a> <a title="The Toy Book November/December 2010 page 21" href="http://viewer.zmags.com/publication/84b2aafd?page=21"> </a> <a title="The Toy Book November/December 2010 page 22" href="http://viewer.zmags.com/publication/84b2aafd?page=22"> Directory of Toy Manufacturers Exhibiting in Hong</a> <a title="The Toy Book November/December 2010 page 23" href="http://viewer.zmags.com/publication/84b2aafd?page=23"> </a> <a title="The Toy Book November/December 2010 page 24" href="http://viewer.zmags.com/publication/84b2aafd?page=24"> Eastcolight (HK), Ltd. SHOWROOM LOCATION: Peninsu</a> <a title="The Toy Book November/December 2010 page 25" href="http://viewer.zmags.com/publication/84b2aafd?page=25"> </a> <a title="The Toy Book November/December 2010 page 26" href="http://viewer.zmags.com/publication/84b2aafd?page=26"> Directory of Toy Manufacturers Exhibiting in Hong</a> <a title="The Toy Book November/December 2010 page 27" href="http://viewer.zmags.com/publication/84b2aafd?page=27"> NKOK, INC. New Mandarin Plaza, Tower B, 10/F, Roo</a> <a title="The Toy Book November/December 2010 page 28" href="http://viewer.zmags.com/publication/84b2aafd?page=28"> Customization Takes Activities to a New Level </a> <a title="The Toy Book November/December 2010 page 29" href="http://viewer.zmags.com/publication/84b2aafd?page=29"> </a> <a title="The Toy Book November/December 2010 page 30" href="http://viewer.zmags.com/publication/84b2aafd?page=30"> Activities Giddy Up's Fashion Fabric S</a> <a title="The Toy Book November/December 2010 page 31" href="http://viewer.zmags.com/publication/84b2aafd?page=31"> Horizon Group USA is releasing new 2011 DC </a> <a title="The Toy Book November/December 2010 page 32" href="http://viewer.zmags.com/publication/84b2aafd?page=32"> Activities Allstar Produc</a> <a title="The Toy Book November/December 2010 page 33" href="http://viewer.zmags.com/publication/84b2aafd?page=33"> The Voice Reaching Both Trade and Consumers </a> <a title="The Toy Book November/December 2010 page 34" href="http://viewer.zmags.com/publication/84b2aafd?page=34"> Activities Kids can take a shortcut to mu</a> <a title="The Toy Book November/December 2010 page 35" href="http://viewer.zmags.com/publication/84b2aafd?page=35"> Assemble a </a> <a title="The Toy Book November/December 2010 page 36" href="http://viewer.zmags.com/publication/84b2aafd?page=36"> Dogs, Cats, Kids, and Their Parents I </a> <a title="The Toy Book November/December 2010 page 37" href="http://viewer.zmags.com/publication/84b2aafd?page=37"> NOVEMBER/DECEMBER 2010 THE DEFINITIVE INFO</a> <a title="The Toy Book November/December 2010 page 38" href="http://viewer.zmags.com/publication/84b2aafd?page=38"> </a> <a title="The Toy Book November/December 2010 page 39" href="http://viewer.zmags.com/publication/84b2aafd?page=39"> NEWS CPSC APPROVES PLAN TO PUBLISH SAFETY COMPL</a> <a title="The Toy Book November/December 2010 page 40" href="http://viewer.zmags.com/publication/84b2aafd?page=40"> ASTRA'S INSIGHTS ASTRA Retailers Give Back to</a> <a title="The Toy Book November/December 2010 page 41" href="http://viewer.zmags.com/publication/84b2aafd?page=41"> WHAT'S NEW CHARISMA is launching a new pla</a> <a title="The Toy Book November/December 2010 page 42" href="http://viewer.zmags.com/publication/84b2aafd?page=42"> Sustainable Green Stores Toy Retailers Take Lesso</a> <a title="The Toy Book November/December 2010 page 43" href="http://viewer.zmags.com/publication/84b2aafd?page=43"> Materials and Resources This includes stora</a> <a title="The Toy Book November/December 2010 page 44" href="http://viewer.zmags.com/publication/84b2aafd?page=44"> Eco-Friendly Toys Being “eco-friendly” ha</a> <a title="The Toy Book November/December 2010 page 45" href="http://viewer.zmags.com/publication/84b2aafd?page=45"> BLUE OR- </a> <a title="The Toy Book November/December 2010 page 46" href="http://viewer.zmags.com/publication/84b2aafd?page=46"> </a> <a title="The Toy Book November/December 2010 page 47" href="http://viewer.zmags.com/publication/84b2aafd?page=47"> </a> <a title="The Toy Book November/December 2010 page 48" href="http://viewer.zmags.com/publication/84b2aafd?page=48"> WILD CREATIONS introduces Poo in a Box.</a> <a title="The Toy Book November/December 2010 page 49" href="http://viewer.zmags.com/publication/84b2aafd?page=49"> MEDIA CENTER Aloha, Hawaii! In Deborah Poppi</a> <a title="The Toy Book November/December 2010 page 50" href="http://viewer.zmags.com/publication/84b2aafd?page=50"> Getting a Read on Children's Publishing NEW AND U</a> <a title="The Toy Book November/December 2010 page 51" href="http://viewer.zmags.com/publication/84b2aafd?page=51"> APPLE PARK's organic plush come to life in th</a> <a title="The Toy Book November/December 2010 page 52" href="http://viewer.zmags.com/publication/84b2aafd?page=52"> FIERCE FUN TOYS, LLC, the maker of 10-inc</a> <a title="The Toy Book November/December 2010 page 53" href="http://viewer.zmags.com/publication/84b2aafd?page=53"> Fabulous Franko and His Fabulous Toys i</a> <a title="The Toy Book November/December 2010 page 54" href="http://viewer.zmags.com/publication/84b2aafd?page=54"> They're a Blast from the Past! The Toy Book Takes</a> <a title="The Toy Book November/December 2010 page 55" href="http://viewer.zmags.com/publication/84b2aafd?page=55"> </a> <a title="The Toy Book November/December 2010 page 56" href="http://viewer.zmags.com/publication/84b2aafd?page=56"> What Can the Toys of the Past Teach the Toys of t</a> <a title="The Toy Book November/December 2010 page 57" href="http://viewer.zmags.com/publication/84b2aafd?page=57"> Some of my clients and products I have designed t</a> <a title="The Toy Book November/December 2010 page 58" href="http://viewer.zmags.com/publication/84b2aafd?page=58"> Raising The Domain Name Game the Bar </a> <a title="The Toy Book November/December 2010 page 59" href="http://viewer.zmags.com/publication/84b2aafd?page=59"> What's New Missy Kisses and Tells M </a> <a title="The Toy Book November/December 2010 page 60" href="http://viewer.zmags.com/publication/84b2aafd?page=60"> Industry Marketplace OLLIE S WANTS YOUR CLOSEOUTS</a> <a title="The Toy Book November/December 2010 page 61" href="http://viewer.zmags.com/publication/84b2aafd?page=61"> Industry Marketplace Classifieds Place a class</a> <a title="The Toy Book November/December 2010 page 62" href="http://viewer.zmags.com/publication/84b2aafd?page=62"> Flashback: November/December 1991 tio T </a> <a title="The Toy Book November/December 2010 page 63" href="http://viewer.zmags.com/publication/84b2aafd?page=63"> </a> <a title="The Toy Book November/December 2010 page 64" href="http://viewer.zmags.com/publication/84b2aafd?page=64"> </a>