Toy Fair, the leading toy show and expo in the country, has barely kicked off, but virtual worlds-related toys are already making a splash. The OC Register is pointing to virtual worlds and green toys as the two major trends driving the industry this year. For Playmates Toys, at least, with two digital products at the show, that's the way to go. After toy revenue dropped 2% in 2007, it was time to look elsewhere. "Our push is in the youth electronics area," Tor Sirset, marketing vice president, told the OC Register.
1. Playmates is releasing MyLife, a handheld device targeted at girls. Developed in partnership with GP Toys of Italy, the device is meant to allow users to create "avatar-like" images and update them with profiles. "It can transport you to the beach, or a dance party," said Tirset.
2. Disney is unveiling the virtual world based on its immensely poular fairy-themed avatar creation site, Disney Fairies. With Disney Fairies Pixie Hollow virtual world fans can interact and play games in a more social environment. [via Newsweek]
3. Hand in hand, Disney is also releasing its first toy-based tie-in to a virtual world, focusing initially on Disney Fairies. Clickables, developed with licensee Techno Source, will unlock the virtual world to be released in the fall. The company plans to use the same technology for other Disney content as well, and Robert Marick, VP and GM at Disney Toys North America, has said the technology goes beyond any Internet-based toy technology on the market. [via Reuters]
4. Mattel announced UB Funkeys earlier this year, but it is apparently preparing a tie-in to an upcoming Speed Racer virtual world. By the way, apparently Speed Racer is getting a virtual world. [via Reuters]
5. DreamWorks is working to launch toy-based tie-ins to some sort of online platform, presumably a virtual world, based on Madagascar and, again presumably, its upcoming sequel. [via Reuters]
6. Hasbro is adding on to its Littlest Pet Shop property with 11 new toys to be unveiled at the convention. [via Marketwatch.com]
7. VTech is launching a world tied to its grade-school line, mostly PCs and handhelds, all of which will come with free one-year memberships: "Planetvtech.com [not live yet] is an online virtual world designed for kids ages 5 and up, where they can play, learn and hang out! This exciting online community allows kids to play games where they earn points that can be redeemed for great rewards, and the content is constantly refreshed for never-ending fun." The world will also feature three areas to show off new VTech products and let users try them out. [PR]
8. NeoPets is launching a new line of toys and cards that tie into the virtual world for kids with alphanumeric codes that unlock special content. The products, collector plush from JAKKS Pacific and Fun Paks and Trading Cards from Enterplay, are all themed around the new game being released in Neopets, the Key Quest. If users collect the whole line of toys, they unlock new bonus items. "We're excited to launch Neopets Key Quest(TM) in conjunction with the new collectible products hitting retail this month for the first time," said Kyra Reppen, Senior Vice President and General Manager of Neopets. "It's a natural step for us to take the digital-first brand into the consumer products arena, and the multiplayer game and Collectors' Case will offer both new and old fans a unique, convergent play experience within the world of Neopets." [PR]
9. Bandai is launching a new virtual world for Tamagotchi, "the Tama & Earth Expo, where kids can take their interaction with all the various Tamagotchi families to dynamic new levels." [PR]
10. Folkmanis Puppets is partnering with kids website Globio to launch WebWilds, "a unique internet environment where kids can keep their hands on an award-winning Folkmanis puppet while their minds are learning about animals and the environment on a safe-portal internet site." [PR]
11. Russ's applause line is launching a fish toy with an Internet tie in to a virtual world set in an aquarium. Sea Pals come with a code to create an online virtual aquarium, but users can also "jump out into the ocean" and interact with "other fish in the sea" through games, educational content, and quests. I'm assuming this is describing a virtual world and not just an ocean full of NPC fish. I'm sure there's more out there, but it's clear where the trend is going for this year's Toy Fair . If nothing else, there's no shortage of analysts willing to make the claim. To learn more about kid's worlds check out Virtual Worlds 2008 (April 3-4, NYC), featuring a keynote from Mattel executives Charles Scothon, General Manager & SVP, Girls Mattel Brands, Mattel, Inc., and Rosie O’Neill, Senior Brand Manager, Barbie Tech, Mattel, Inc.
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