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Kids Turn Toy News

As Toy Fair Approaches, “Must-Have Toys” Must Be Affordable

A girl sets up Mouse-ke-TAG, one of Wild Planet's new toys set to retail in mass for $25 or less this fall. The game will be previewed at the 2009 International Toy Fair in New York in February. (Photo: Business Wire)

SAN FRANCISCO --(Business Wire)-- Jan 28, 2009 Thousands of new toys will be unveiled in February at the International Toy Fair trade show in New York City. This year, more than ever, affordability is expected to be a leading trend.

“Quality, imagination and safety are always paramount,” says Daniel Grossman, CEO of Wild Planet Entertainment, Inc. “This year however, there is an equally strong emphasis on value.” In October 2008, at the toy industry’s Fall Preview, retailers met with manufacturers to discuss their plans for the 2009 holiday season.

“Retailers continue to demand innovation and durability in the toy aisle,” explains Grossman. “This year they’re also looking to stock their shelves with toys priced at $25 or less.”

Since meeting with retailers, Grossman’s company has finalized its 2009 toy line, of which its single most expensive new product has a suggested mass retail of $25.

“We postponed development on a couple of higher-priced items and are focusing our efforts on this desired price range,” says Grossman. “Part of our mission has always been to make our products affordable to as many people as possible, so this is in-line with our usual practice.”

Throughout the company’s 16-year history, the average mass retail price of its products has hovered in the $15 to $20 range. In 2008, 95 percent of Wild Planet’s new products cost the mass consumer $30 or less.

“Last year, the bulk of our Spy Gear and Skeleflex sets sold for $10 to $20 in mass,” recalls Grossman. “Our best-selling active games, Hyper Dash and Animal Scramble, both retailed in mass for $20; so we are confident we can succeed at this price.”

Wild Planet’s 2009 line includes the introduction of Crayon Town (a Crayola-branded collection of activity sets); Mouse-ke-TAG (a Disney-branded preschool game); 1-2-3 Stomp and Hyper Blast (two numbers-based active learning games); Evidence Kit and Lazer Tripwire (plus several other Spy Gear gadgets). Within the Spy Gear brand, Wild Planet is also releasing special silver versions of some of its most popular products at a $10 mass retail price.

Wild Planet will be showing its new 2009 toy line February 15-18 at the 106th Annual International Toy Fair at Jacob K. Javits Convention Center in New York City.


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About Wild Planet Entertainment, Inc.:
Founded in 1993 in San Francisco, Wild Planet creates kid-cool products that garner parent approval. Wild Planet playthings focus on fun and imagination and are available in more than 55 countries worldwide. For more information on Wild Planet, please visit www.wildplanet.com/press.