Building Boom

What makes repelling forces so compelling and moving gears so riveting? It's a new wave of challenging construction systems that is simply cool to kids. But be forewarned: these are not your mom and dad's Tinker Toys. More challenging construction sets are taking concepts learned by building blocks and stacking toys and raising the bar with components that make the end result as fun as getting there.

Building options are endless these days—magnetic bars, gears for motion, high-tech radio-control—and what Mark Carson, president of Elkhorn, Neb.-based Fat Brain Toys retail store and online stores (ToyMagnets.com, YoungBuilders.com), says is the quest for the perfect connector. “It's the heart of any construction toy,” says Carson. “Two forefathers—Erector Sets and Lincoln Logs—use fundamentally different connectors. More variety in connectors and building systems opens up the market,” he adds.

Magnetism is the impetus behind Geomag, a magnetic building concept that exemplifies the evolution of construction beyond interlocking brick play patterns. “Everyone loves magnets,” says Andrew McCarthy, director of market development. “Geomag collapses and stretches unlike traditional construction toys so young children like it. As they get older and understand magnetic science they can build more complex models.”

Children who build with Geomag unwittingly utilize geometry and physics principles, says McCarthy. Just as importantly, adds Carson, kids can break down rigid structures easily. Adults also like to fiddle with the Switzerland-made magnetic ball and bar design.

What started out as a hot new item has become a basic with a past and a future, says McCarthy. Distributed by Jonic Distribution North America, headquartered in Toronto, and shipped from Buffalo, N.Y, Geomag recently incorporated plastic panels for stained glass effects, along with more color, glow-in-the-dark and steel metal components to keep the line fresh for its e-tail, mass market (Toys R Us, Target) and specialty retail accounts.

The simplicity of magnets makes open-ended play less frustrating for children who are developing hand/eye coordination, says Rudy Valenta, owner of Valtech!, LaGrange, Ill., makers of Magna-Tiles. Based on 3 ½ -inch sided triangles and square-colored tiles with magnets embedded on the edges, Magna-Tiles are supplied primarily to day care centers and preschools.

As parents start requesting Magna-Tiles, Valenta is putting his focus on the specialty market where hands-on is second nature. “Our tagline is 'Where Math, Science and Creativity Meet' and Magna-Tiles has the developmental and manipulative components early childhood educators like,” says Valenta. “Structures can be simple and become more complex as math and science skills develop. We're now working on educating the retailer.”

Simple, is what PlastWood, the Italy-based maker of high-end Supermags, had in mind when developing the company's new model kits. Having already won over the sophisticated builder, the company decided to reach out to a new audience. The idea behind the kits is to provide young builders with a sense of accomplishment. Each kit contains the pieces needed to construct one toy; like a bicycle or a helicopter, for example.

“We are making it easier for the user to begin to create,” Edoardo Tusacciu PlastWood's president tells Playthings. “Some people cannot easily visualize something to build,” he notes, adding that the new kits will help jump start the building process. In addition to the company's traditional magnetic bars and balls, the kits will include additional connecting technologies. The pieces in the kits will be able to be combined, says Tusacciu, so that builders can continue the creative process using their own imaginations.

Magz magnetic construction toys by Progressive Trading, Los Angeles, use steel balls and bars to make “repelling compelling,” says Steven Balanchi, president. “Magnets require no force or effort to build unlimited structures at any age and interest level.” New Screws two-piece connecting bars fine tune building options by varying lengths for more diverse projects.

Magz found a following “from day one” at Smart Kids in Greenwich, Conn., says manager Andrew Lev, particularly with adults. “One guy claims he was on a business conference call,” he says, “and lost all concentration on the conversation while trying to construct a higher building.” Despite catering to children five and up, Magz does just as well with the preschool crowd, says Sarah Green, manager of Kids At Heart, Portland, Ore. “The open-ended play and the easiness by which they click together in no specific way lets kids build whatever they want without dictating an end result.”

A fascination with gears is as natural as that of magnets and Learning Resources of Vernon Hills, Ill., cranks it up a notch with Gears! Gears! Gears! building sets that let kids construct simple machines with motion.

Interest in Gears! Gears! Gears! kicks in at the preschool level (instructions are wordless for kids who can't read yet or for non-English speaking builders) with the heart of the market at about age 10, says company president Richard Woldenberg. The new Safari Express motorized set utilizes the gear platform with plastic gears, connectors and interlocking bases found in the primary line, while MGears robots attract an older audience with motion and strategy applications. R/C Racers work on four frequencies so kids can race the vehicles they build.

Gears! is a winner at Kids At Heart where Green says problem solving and math skills are introduced to younger kids but notes that the line requires “being talked up,” which is not always an option during busy times. The construction system comes across well in the St. Paul, Minn.-based Mindware toy catalog where packaging is not an important advertising feature, says Jennifer Falls, merchandise manager. Learning Resources puts additional items on boxes to let consumers know they can supplement their sets, particularly via e-tail. “We're not in the promotional or TV-advertised toy market and stores are forced to cherry pick items,” says Woldenberg. “But Americans are getting used to buying things without touching and have become more confident with the internet.”

Remote control also jump-started the construction toy market where the capability to build vehicles that use motors to move, lift and carry is keeping up with the techno-savvy consumer. Rokenbok in Encinitas, Calif., has snared pre-teen boys with its R/C building sets that go beyond the traditional one-on-one relationship and let four people play with up to eight vehicles.

An important feature of Rokenbok R/C is that the finished building project can simulate a life-like vehicle by moving hard left and right, in addition to front and back, says marketing manager Christine Norris. Independent motors are featured in the RC Tower Crane, RC Dozer, RC Forklift and RC Monorail that also incorporate the fundamental Rokenbok beams and blocks. Norris says the sophistication of the sets also attracts adult hobbyists.

“Rokenbok building sets are not intended as a trend,” says Norris. “We look at the sets passing from generation to generation and offer a lifetime guarantee.” The technical aspects make Rokenbok a specialty store favorite where some out-of-the-box explanation moves a sale, she adds. An online e-store helps specialties and consumers with information and offers exclusive items, such as the King of the ROK Competition Arena. New for 2005 are the RC Fire and Rescue set and a roadway system with guided pieces.

For a bigger building experience, Hatfield, Pa.-based K'nex offers a rod and connector system that creates moving models of large proportions for preschoolers through pre-teen age. More challenging sets, such as the Screamin' Serpent and the Rippin' Rocket roller coaster, are for children with more developed hand/eye coordination and attention spans, says Nancy Raup, vice president of marketing.

New K'nex Alive! come-to-life creature sets and Big Ball Air Tower that can be constructed into a near 6-foot tall motorized structure literally take construction to a higher level. “The building activity is so rewarding and as it grows bigger there's a sense of accomplishment,” says Raup. “These models also actually come to life with the flip of a switch.”

Funtoysia in West Reading, Pa., experienced a good run with K'nex, says co-owner Robin Hensche, by taking construction beyond the basics. Her older customers who enjoy building projects with their grandchildren appreciate the product's sophistication and the challenge K'nex offers without the frustration. Besides the independents, K'nex can also be found at Toys R Us, Wal-Mart and Target and their online counterparts, as well as Costco and Sam's Clubs, and craft/hobby outlets.

Lego of Enfield, Conn., has also come a long way from the basic brick. “The construction toy market looks different every year as it becomes increasingly necessary to evolve the building experience,” says Michael McNally, senior brands relations manager. “At face value, the category is about themes and hot properties, but innovation is a critical factor. More of our innovation has come from re-invention of the Lego system...using the same basic materials.”

The Lego Bionicle system for constructing action figures has incorporated a ball joint component that adds articulation and realistic movement and added Knights Kingdom action figures and T-Rex Dinosaur with moving arms, legs, head and tail. Lego Mindstorms Robotics Invention System, which combines computer game play with software programming for more engineering-based Lego building, continues to garner the attention of older children, adult hobbyists and robotics enthusiasts, says McNally.

Today's savvy children make it necessary to consistently change products and approach. It's a matter of “breaking old category paradigms and introducing hybrid designs” relevant to today's consumer, says Tim Wills, vice president of marketing, Mega Bloks, Rocky Hill, Conn.

Toward that end, Mega Bloks Dragons Fire & Ice features Cold-Flame technology that uses tap water to create “fire-breathing” dragons and smoking volcanoes. An accompanying feature-length direct-to-video movie is in stores this month. New Mega Bloks Nano line lets kids build four different racing vehicles to race on eight modular tracks. Upcoming ProBuilder series for serious builders will include NASCAR, Harley-Davidson and Star Trek themes in its “high-definition” models.

“Construction is healthy and at the right size in an otherwise flat toy market,” says Wills. “It offers sophisticated products and enjoys media hype because of its association with the entertainment industry. But manufacturers and retailers need to agree on the correct blend between staple, trend and opportunity.”