Déjà cool

Taking a step back is today's forward thinking. Retail is retro and as adults renew contact with familiar feel-good brands that remind them of simpler times, a new generation is being introduced to some pretty neat stuff.

Old Navy ads hawk preppy rugby shirts in a take-off of TV's saccharine sitcom, The Brady Bunch, as designer Todd Oldham revamps varsity funk college dorm décor at Target stores. Malibu Barbie and He-Man are again tops in toys as Strawberry Shortcake readies for a 2003 mega-merchandising re-launch from Bandai after a 20-year hiatus. The blockbuster films Spider-Man, Charlie's Angels and Scooby Doo delighted all demographics, making the upcoming Marvel projects, The Incredible Hulk and Daredevil, must-see movies. Cable television has tuned in and turned on a whole new crop of I Love Lucy, Happy Days and Speed Racer fans. Even Volkswagen will capitalize on its rousing Beetle re-introduction with an updated 2005 version of the 1965 Microbus.

Can the comeback of Earth shoes be far behind?

Many claim the 1960s and 1970s epitomized a height of American ingenuity that has never been duplicated. Still others say it's simply an inner need to be a kid again. In this youth-obsessed era of Botox treatments and facelifts, it is a cultural phenomenon that has nostalgic brands re-emerging in non-traditional outlets and selling across generational lines.

Jakks Pacific brings together generations of video game players with the Atari 10-in-1 TV Games plug and play 8-bit gaming system that includes favorites like Asteroids, Pong and Centipede in an authentic joystick replica. Kids' focus groups loved the 30-year-old titles with the new level of technology, says Amy Weltman, vice president/marketing for the ToyMax division of Jakks Pacific. At $20, adult gamers can get their fix of vintage videogames with the original Atari retro graphics and sounds and children can afford their own system.

Atari follows last year's Activision TV Games debut and will use the retro play pattern in future properties, including a line based on Nickelodeon licensed characters. "There's a comfort level to retro products that crosses all market segments," Weltman says, "and the ability to license great titles at a terrific price point makes it accessible to all audiences."

The market is finally catching up to the nostalgic wave of toys of yesteryear, says Schylling CEO David Schylling. The former European toy importer manufactures quality toys overseas that are American classics today. Intricate carousels and wind-up toys in Schylling's adult collectible line and its preschool toys are now often merchandised in gift shops and country store settings, as well as in department stores.

"The gift market takes our toys out of the normal mainstream and the smart toy stores are selling gift items," Schylling says. "When we marry the evergreen license, like Classic Winnie the Pooh or Curious George, with our classic tin pail it creates a nostalgic double whammy that fits in many different outlets." Exposure via the media, à la TV's Antiques Road Show, has helped the cause, he adds, but more important has been the impact of technology in toys. "Parents were frustrated that other than electronics there were no other levels of play being offered," he explains, "and that threw people into our camp as well. Toys also benefit from our youth-oriented culture. We like what makes us feel young again."

It fascinates FAO Schwarz spokesman Bob Friedland, who freely admits to an office display of G.I. Joe figures, that his own childhood is now retro cool. Lincoln Logs and Tinker Toys are as strong as in their heyday and new G.I. Joe exact replicas of the 1967 cadet figures are getting thumbs up from dads and their kids. He-Man and the Masters of the Universe limited edition sets by Mattel have scored big with collectors and the new figures are proving that the superhero "is one of the most influential toys of all time," he adds.

The superhero genre has had an incredible impact on a collectibles industry that is now a global market, says Alex Kuvish, owner of Fantastic Toyage in Massapequa, N.Y., Live-action movies like Spider-Man and the upcoming sequel are bringing life to comic book and collectible toy stores that were in serious danger of drying up. For Kuvish, Power Rangers couldn't be hotter with savvy teens and young adults, and Star Wars remains a never-ending phenomenon.

"The original late '70s to early '80s merchandise, from the lunch boxes and action figures to the Burger King promotional drink glasses, whatever goodies the manufacturers put out the people keep grabbing it," he says. The Internet has opened the floodgates on a global collectibles market that has Europeans vying for anything American retro and historically, when the stock market is down, people have opted to invest their savings in real estate and collectible toys. "Bottom line is that it's a cyclical business," Kuvish says. "Right now these toys take people back to carefree times with no mortgage."

A whole crop of kids who grew up with Malibu Barbie can thank Mattel for bringing back the 1971 version in her original swimsuit with just one small addition: sunscreen. FAO Schwarz' Friedland says he's not the only one who just had to try out Razor's new Scream Machine during its June introduction at FAO. The Scream Machine is a high tech update of the 1970s Big Wheel. "I jumped on it just like the kids and was hooked," he says. "These concepts have always been great. Now the new looks grab a younger market and there's reinforcement to buy from the parents. In an environment like FAO there's the sense of being in a mini wonderland that makes adults feel like kids again."

In the midst of a soft toy business, manufacturers are taking advantage of opportunities in non-traditional markets. Simba Toys USA Dickie die-cast and mid-level BMW, Mercedes and Porsche radio control cars are featured in Neiman Marcus stores' men's accessory and executive gift departments. Managing director Scott Wisner says the working scale replicas exemplify the ultimate boy toy and the unusual selling forum is in line with the snob appeal associated with the store's profile. Also strong hobby items, the RC vehicles have working parts that satisfy the fun factor while the upscale logos provide "wow" appeal.

Simba's foray into different markets has turned into a substantial side business that fits naturally into core lines. Dickie die-cast and scale model cars based on the 90-year-old Schuco wind-up brand are finding an audience as company premiums, in gift stores and as car dealership promotions, particularly in Europe.

Corgi is courting a whole new generation with its movie and television car replicas and military and fire vehicles. The British brand opened a U.S. office three years ago and is actively getting the Corgi name out to the American public with authentic James Bond car replicas commemorating this fall's 20^th movie release and A-Team, Back to the Future and Knight Rider vehicles.

As a generation ages, "it looks back in time and collecting brings that back to the forefront," says John Dunkel, vice president and general manager, U.S. division. Corgi's fire and military lines have always been the company's backbone, but its Unsung Heroes series with equipment from Vietnam and actual stories of real soldiers has added a human element to an era that has only recently fallen into a more favorable light. Actual photos and exact replicas of the tanks used during that time are authentic features collectors connect with, says Dunkel.

Specialty stores cater to the serious collector who buys two of everything and to the customer who doesn't think about a secondary market, says Kristian Kuh, Corgi's marketing manager. To introduce collecting to youngsters Corgi Showcase Series ($4.99) is entry level die-cast sold at Wal-Mart and Spencer Gifts.

Meanwhile, as the guys reminisce with G.I. Joe and Power Rangers, a generation of women are getting reattached to a frill from their own girlhoods, while introducing the lifestyle fad to daughters, nieces and granddaughters: charm bracelets. Back in the day, charms would mark major events in a female's life. Whether it was a heart charm from a special boyfriend, or a megaphone for making the cheerleading squad, each charm was attached to a bracelet that was worn like a badge of honor. The more noise made by the bracelet, the better!

High Intencity's Charm It! life-style bracelets are one of the first to make good on reintroducing the craze, making the move from fine department stores like Neiman Marcus and Nordstrom, to specialty kids, clothing, toy and gift stores like Learning Express and FAO Schwarz. "These stores are interested in the original brand and the system of detachable charms we started," says President Renee Levy. When High Intencity became an ASTRA member, word of mouth gave the jewelry maker a niche in the toy market.

With 30 new pewter and crystal theme charms produced each month, kids can create their own personalized version and change the collectible charms at will via the clasp unit. The price points ($3 and $5) are great for kids to purchase and while not geared toward women, they've been known to buy the bracelets for themselves. Knock-offs abound and High Intencity could mass produce Charm It! to reach a broader audience but there's more significance to staying true to the brand and the specialty market, Levy says. "When the big boys knock you off, it validates your product."

To reel in that captured audience JaZams in Princeton, N.J., is expanding its tween jewelry in the toy store to go after adults. Owner Joanne Farrugia is having a special case designed to highlight funky kids charm bracelets and Recycled Works bottle cap bracelets, chokers and chains. Higher-priced items that mom may buy for her 15-year-old and herself will also be prominently displayed.

"There's a crossover audience that we could capitalize on," says Farrugia, "and catering our jewelry to women is the way to go." Recycled Works' bracelets have soft drink brand names that are nostalgic to adults and just plain cool to kids. Farrugia herself wears a bottle cap bauble almost daily "and when someone asks about it I tell them I bought it at the toy store down the street."