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<br /> <br /> <br /> Vol. 27, No. 3 May/June 2011<br /> The Best Licenses Are Toyetic!<br /> D<br /> uring Licensing Show, toy industry professionals are on<br /> the hunt for licenses that will move their businesses for-<br /> ward. But successful entertainment does not always<br /> translate into a successful toy license. There are many shows air-<br /> ing on multiple children's channels, but at retail there are only a<br /> handful of entertainment licenses on the shelf. The same goes for<br /> movies. Some movies are franchises with sequel upon sequel, but<br /> they don't translate into huge toy sales.<br /> continued on page 94<br /> page 21<br /> Chatting with<br /> the Industry<br /> page S6<br /> Science Toys<br /> page S14<br /> Li censing Show 2011 ASTRA's<br /> Marketplace<br /> page S22<br /> <br /> t a b l e o f c o n t e n t s<br /> table<b<a title="The Toy Book May/June 2011 page 1" href="http://viewer.zmags.com/publication/cc3787ef?page=1"> </a> <a title="The Toy Book May/June 2011 page 2" href="http://viewer.zmags.com/publication/cc3787ef?page=2"> </a> <a title="The Toy Book May/June 2011 page 3" href="http://viewer.zmags.com/publication/cc3787ef?page=3"> Vol. 27, No. 3 May/June 2011 The Best L</a> <a title="The Toy Book May/June 2011 page 4" href="http://viewer.zmags.com/publication/cc3787ef?page=4"> </a> <a title="The Toy Book May/June 2011 page 5" href="http://viewer.zmags.com/publication/cc3787ef?page=5"> t a b l e o f c o n t e n t s table May/June 20</a> <a title="The Toy Book May/June 2011 page 6" href="http://viewer.zmags.com/publication/cc3787ef?page=6"> Viewpoint Publisher's The Places to Be in June </a> <a title="The Toy Book May/June 2011 page 7" href="http://viewer.zmags.com/publication/cc3787ef?page=7"> </a> <a title="The Toy Book May/June 2011 page 8" href="http://viewer.zmags.com/publication/cc3787ef?page=8"> </a> <a title="The Toy Book May/June 2011 page 9" href="http://viewer.zmags.com/publication/cc3787ef?page=9"> </a> <a title="The Toy Book May/June 2011 page 10" href="http://viewer.zmags.com/publication/cc3787ef?page=10"> STAT SHOT TOP 10 FAMILY ENTERTAINMENT & CA</a> <a title="The Toy Book May/June 2011 page 11" href="http://viewer.zmags.com/publication/cc3787ef?page=11"> </a> <a title="The Toy Book May/June 2011 page 12" href="http://viewer.zmags.com/publication/cc3787ef?page=12"> Perspectives Toy Industry Association </a> <a title="The Toy Book May/June 2011 page 13" href="http://viewer.zmags.com/publication/cc3787ef?page=13"> </a> <a title="The Toy Book May/June 2011 page 14" href="http://viewer.zmags.com/publication/cc3787ef?page=14"> Update Industry FanTOYstic Fact Below are t</a> <a title="The Toy Book May/June 2011 page 15" href="http://viewer.zmags.com/publication/cc3787ef?page=15"> </a> <a title="The Toy Book May/June 2011 page 16" href="http://viewer.zmags.com/publication/cc3787ef?page=16"> Update Industry PDQ PARTNERS FOR HEXBUG I</a> <a title="The Toy Book May/June 2011 page 17" href="http://viewer.zmags.com/publication/cc3787ef?page=17"> </a> <a title="The Toy Book May/June 2011 page 18" href="http://viewer.zmags.com/publication/cc3787ef?page=18"> Under the Umbrella: Techno Source</a> <a title="The Toy Book May/June 2011 page 19" href="http://viewer.zmags.com/publication/cc3787ef?page=19"> L.S.: How has this changed Techno </a> <a title="The Toy Book May/June 2011 page 20" href="http://viewer.zmags.com/publication/cc3787ef?page=20"> The Search for Growth Drives Cross-Bo</a> <a title="The Toy Book May/June 2011 page 21" href="http://viewer.zmags.com/publication/cc3787ef?page=21"> THE DE FINITIVE INFORMATION S OURCE FOR THE T OY </a> <a title="The Toy Book May/June 2011 page 22" href="http://viewer.zmags.com/publication/cc3787ef?page=22"> </a> <a title="The Toy Book May/June 2011 page 23" href="http://viewer.zmags.com/publication/cc3787ef?page=23"> Editor's Letter This is my favorite iss</a> <a title="The Toy Book May/June 2011 page 24" href="http://viewer.zmags.com/publication/cc3787ef?page=24"> rade groups like the Am</a> <a title="The Toy Book May/June 2011 page 25" href="http://viewer.zmags.com/publication/cc3787ef?page=25"> NEWS SMART GAMES FORMS U.S. SUBSIDIARY Smar</a> <a title="The Toy Book May/June 2011 page 26" href="http://viewer.zmags.com/publication/cc3787ef?page=26"> Chatting with the Industry Specialty Toys &</a> <a title="The Toy Book May/June 2011 page 27" href="http://viewer.zmags.com/publication/cc3787ef?page=27"> tion. The mass market may be good for sim- ply mo</a> <a title="The Toy Book May/June 2011 page 28" href="http://viewer.zmags.com/publication/cc3787ef?page=28"> Chatting with the Industry tional PR events. With</a> <a title="The Toy Book May/June 2011 page 29" href="http://viewer.zmags.com/publication/cc3787ef?page=29"> </a> <a title="The Toy Book May/June 2011 page 30" href="http://viewer.zmags.com/publication/cc3787ef?page=30"> Chatting with the Industry What loyalty program</a> <a title="The Toy Book May/June 2011 page 31" href="http://viewer.zmags.com/publication/cc3787ef?page=31"> </a> <a title="The Toy Book May/June 2011 page 32" href="http://viewer.zmags.com/publication/cc3787ef?page=32"> Chatting with the Industry </a> <a title="The Toy Book May/June 2011 page 33" href="http://viewer.zmags.com/publication/cc3787ef?page=33"> about Toy Fair. It's like I'm the ambassador of t</a> <a title="The Toy Book May/June 2011 page 34" href="http://viewer.zmags.com/publication/cc3787ef?page=34"> Spotlight on Science Some topics never fail to </a> <a title="The Toy Book May/June 2011 page 35" href="http://viewer.zmags.com/publication/cc3787ef?page=35"> </a> <a title="The Toy Book May/June 2011 page 36" href="http://viewer.zmags.com/publication/cc3787ef?page=36"> Science </a> <a title="The Toy Book May/June 2011 page 37" href="http://viewer.zmags.com/publication/cc3787ef?page=37"> </a> <a title="The Toy Book May/June 2011 page 38" href="http://viewer.zmags.com/publication/cc3787ef?page=38"> Science 's allows kids and </a> <a title="The Toy Book May/June 2011 page 39" href="http://viewer.zmags.com/publication/cc3787ef?page=39"> </a> <a title="The Toy Book May/June 2011 page 40" href="http://viewer.zmags.com/publication/cc3787ef?page=40"> Science </a> <a title="The Toy Book May/June 2011 page 41" href="http://viewer.zmags.com/publication/cc3787ef?page=41"> has added the </a> <a title="The Toy Book May/June 2011 page 42" href="http://viewer.zmags.com/publication/cc3787ef?page=42"> ASTRA Marketplace & Academy 2011 TOP TRUMPS HAS </a> <a title="The Toy Book May/June 2011 page 43" href="http://viewer.zmags.com/publication/cc3787ef?page=43"> </a> <a title="The Toy Book May/June 2011 page 44" href="http://viewer.zmags.com/publication/cc3787ef?page=44"> ASTRA Marketplace & Academy 2011 TWIST YOUR IQ WI</a> <a title="The Toy Book May/June 2011 page 45" href="http://viewer.zmags.com/publication/cc3787ef?page=45"> </a> <a title="The Toy Book May/June 2011 page 46" href="http://viewer.zmags.com/publication/cc3787ef?page=46"> ASTRA Marketplace & Academy 2011 SCRATCHIN' FASHI</a> <a title="The Toy Book May/June 2011 page 47" href="http://viewer.zmags.com/publication/cc3787ef?page=47"> </a> <a title="The Toy Book May/June 2011 page 48" href="http://viewer.zmags.com/publication/cc3787ef?page=48"> ASTRA Marketplace & Academy 2011 NEAT-OH!'S GOT I</a> <a title="The Toy Book May/June 2011 page 49" href="http://viewer.zmags.com/publication/cc3787ef?page=49"> </a> <a title="The Toy Book May/June 2011 page 50" href="http://viewer.zmags.com/publication/cc3787ef?page=50"> ASTRA Marketplace & Academy 2011 HABA STACKS UP </a> <a title="The Toy Book May/June 2011 page 51" href="http://viewer.zmags.com/publication/cc3787ef?page=51"> FOLKMANIS GETS KIDS HOWLING 's puppet is 22 inc</a> <a title="The Toy Book May/June 2011 page 52" href="http://viewer.zmags.com/publication/cc3787ef?page=52"> ASTRA Marketplace & Academy 2011 HAYWIRE CAUSES A</a> <a title="The Toy Book May/June 2011 page 53" href="http://viewer.zmags.com/publication/cc3787ef?page=53"> </a> <a title="The Toy Book May/June 2011 page 54" href="http://viewer.zmags.com/publication/cc3787ef?page=54"> ASTRA Marketplace & Academy 2011 U.S. GAMES IS MY</a> <a title="The Toy Book May/June 2011 page 55" href="http://viewer.zmags.com/publication/cc3787ef?page=55"> </a> <a title="The Toy Book May/June 2011 page 56" href="http://viewer.zmags.com/publication/cc3787ef?page=56"> ASTRA Marketplace & Academy 2011 YBIKE KICKS AND </a> <a title="The Toy Book May/June 2011 page 57" href="http://viewer.zmags.com/publication/cc3787ef?page=57"> </a> <a title="The Toy Book May/June 2011 page 58" href="http://viewer.zmags.com/publication/cc3787ef?page=58"> ASTRA Marketplace & Academy 2011 MARY MEYER'S GOT</a> <a title="The Toy Book May/June 2011 page 59" href="http://viewer.zmags.com/publication/cc3787ef?page=59"> </a> <a title="The Toy Book May/June 2011 page 60" href="http://viewer.zmags.com/publication/cc3787ef?page=60"> ASTRA Marketplace & Academy 2011 THINKFUN IS ON T</a> <a title="The Toy Book May/June 2011 page 61" href="http://viewer.zmags.com/publication/cc3787ef?page=61"> </a> <a title="The Toy Book May/June 2011 page 62" href="http://viewer.zmags.com/publication/cc3787ef?page=62"> ASTRA Marketplace & Academy 2011 BANANAGRAMS ZIPS</a> <a title="The Toy Book May/June 2011 page 63" href="http://viewer.zmags.com/publication/cc3787ef?page=63"> Will you be the first to hike 100 miles? 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Very Well-Travel</a> <a title="The Toy Book May/June 2011 page 94" href="http://viewer.zmags.com/publication/cc3787ef?page=94"> Memo Marketing The Best Licenses Are Toyetic! by </a> <a title="The Toy Book May/June 2011 page 95" href="http://viewer.zmags.com/publication/cc3787ef?page=95"> Licensing Show 2011 Universal Partnerships & Lice</a> <a title="The Toy Book May/June 2011 page 96" href="http://viewer.zmags.com/publication/cc3787ef?page=96"> Licensing Show 2011 Pinkalicious The Joester L</a> <a title="The Toy Book May/June 2011 page 97" href="http://viewer.zmags.com/publication/cc3787ef?page=97"> </a> <a title="The Toy Book May/June 2011 page 98" href="http://viewer.zmags.com/publication/cc3787ef?page=98"> Licensing Show 2011 CBS Consumer Products C </a> <a title="The Toy Book May/June 2011 page 99" href="http://viewer.zmags.com/publication/cc3787ef?page=99"> </a> <a title="The Toy Book May/June 2011 page 100" href="http://viewer.zmags.com/publication/cc3787ef?page=100"> Licensing Show 2011 Hasbro T he </a> <a title="The Toy Book May/June 2011 page 101" href="http://viewer.zmags.com/publication/cc3787ef?page=101"> </a> <a title="The Toy Book May/June 2011 page 102" href="http://viewer.zmags.com/publication/cc3787ef?page=102"> Licensing Show 2011 Spin Master B u</a> <a title="The Toy Book May/June 2011 page 103" href="http://viewer.zmags.com/publication/cc3787ef?page=103"> Mattel Brands M attel stri</a> <a title="The Toy Book May/June 2011 page 104" href="http://viewer.zmags.com/publication/cc3787ef?page=104"> Licensing Show 2011 Sqwishland O </a> <a title="The Toy Book May/June 2011 page 105" href="http://viewer.zmags.com/publication/cc3787ef?page=105"> </a> <a title="The Toy Book May/June 2011 page 106" href="http://viewer.zmags.com/publication/cc3787ef?page=106"> Licensing Show 2011 Sikorsky Aircraft Corp. S </a> <a title="The Toy Book May/June 2011 page 107" href="http://viewer.zmags.com/publication/cc3787ef?page=107"> </a> <a title="The Toy Book May/June 2011 page 108" href="http://viewer.zmags.com/publication/cc3787ef?page=108"> Licensing Show 2011 Bravado U niver</a> <a title="The Toy Book May/June 2011 page 109" href="http://viewer.zmags.com/publication/cc3787ef?page=109"> Reaching Both Trade and Consumers CO</a> <a title="The Toy Book May/June 2011 page 110" href="http://viewer.zmags.com/publication/cc3787ef?page=110"> Licensing Show 2011 American Greetings Properties</a> <a title="The Toy Book May/June 2011 page 111" href="http://viewer.zmags.com/publication/cc3787ef?page=111"> Big Tent Entertainment R ecen</a> <a title="The Toy Book May/June 2011 page 112" href="http://viewer.zmags.com/publication/cc3787ef?page=112"> Social Media Talking </a> <a title="The Toy Book May/June 2011 page 113" href="http://viewer.zmags.com/publication/cc3787ef?page=113"> shared online · 72 percent research companies</a> <a title="The Toy Book May/June 2011 page 114" href="http://viewer.zmags.com/publication/cc3787ef?page=114"> International Toy News New Challenges for</a> <a title="The Toy Book May/June 2011 page 115" href="http://viewer.zmags.com/publication/cc3787ef?page=115"> This is just a snapshot of the devastating effect</a> <a title="The Toy Book May/June 2011 page 116" href="http://viewer.zmags.com/publication/cc3787ef?page=116"> International Toy News Playworld: Toys Make Their</a> <a title="The Toy Book May/June 2011 page 117" href="http://viewer.zmags.com/publication/cc3787ef?page=117"> Ka Ku: A New Business Model for China's </a> <a title="The Toy Book May/June 2011 page 118" href="http://viewer.zmags.com/publication/cc3787ef?page=118"> Winning the Online Game How to Create Websites Th</a> <a title="The Toy Book May/June 2011 page 119" href="http://viewer.zmags.com/publication/cc3787ef?page=119"> MAY/JUNE 2011 </a> <a title="The Toy Book May/June 2011 page 120" href="http://viewer.zmags.com/publication/cc3787ef?page=120"> New What's Horse Play H idden City </a> <a title="The Toy Book May/June 2011 page 121" href="http://viewer.zmags.com/publication/cc3787ef?page=121"> </a> <a title="The Toy Book May/June 2011 page 122" href="http://viewer.zmags.com/publication/cc3787ef?page=122"> No Excuses Marketing How Any Retailer Can Collect</a> <a title="The Toy Book May/June 2011 page 123" href="http://viewer.zmags.com/publication/cc3787ef?page=123"> measure the results. So, is it the best </a> <a title="The Toy Book May/June 2011 page 124" href="http://viewer.zmags.com/publication/cc3787ef?page=124"> Smartphones, Parents, and The Impulse Buy H</a> <a title="The Toy Book May/June 2011 page 125" href="http://viewer.zmags.com/publication/cc3787ef?page=125"> Retail 2.0: Your Brick-and- Mortar Toy Store—In </a> <a title="The Toy Book May/June 2011 page 126" href="http://viewer.zmags.com/publication/cc3787ef?page=126"> Creating Sizzles That Sell Your Brand by Pablo </a> <a title="The Toy Book May/June 2011 page 127" href="http://viewer.zmags.com/publication/cc3787ef?page=127"> Be Part of the Process In the new econom</a> <a title="The Toy Book May/June 2011 page 128" href="http://viewer.zmags.com/publication/cc3787ef?page=128"> Marketplace Industry 2011 Trade </a> <a title="The Toy Book May/June 2011 page 129" href="http://viewer.zmags.com/publication/cc3787ef?page=129"> Place a classified in Please contact </a> <a title="The Toy Book May/June 2011 page 130" href="http://viewer.zmags.com/publication/cc3787ef?page=130"> Flashback: May/June 1991 </a> <a title="The Toy Book May/June 2011 page 131" href="http://viewer.zmags.com/publication/cc3787ef?page=131"> </a> <a title="The Toy Book May/June 2011 page 132" href="http://viewer.zmags.com/publication/cc3787ef?page=132"> </a>