In the winners circle
Playthings to honor industry's high achievers at 35th annual awards dinner
By Maria Weiskott -- Playthings, 1/1/2005
Nothing stops high achievers—especially those in the toy biz. In spite of incredible odds, our colleagues in play faced down another problematic year with enthusiasm and determination. Pushing the business envelope to extremes, they opened new stores, expanded their brands, created new buzz and excitement. With special pride, we present those high achievers. They will be honored at Playthings 35th Annual Industry Achievement Awards dinner on Monday, Feb. 21, 2005
Best New Store Design
Fire Fly's Book & Toy Store
Santa Clarita, Calif.
Brenda McClure and Robert Hansmann, owners
With limited space—an area that is a mere 17 feet wide and 73 feet long—Brenda McClure and Robert Hansmann managed to create a whimsical environment that encompasses several distinct concepts: Miss Butterflies Boutique for dress-up; Lil Tad Pole's Corner, featuring infant, baby and toddler products; Mr. Bullfrog's Pad, which features classic and retro toys; The Reading Pond, where Tuesday morning storytelling is held and Nature's Palette, which features arts and crafts for all ages.
Best Use of the Internet
www.abroaderview.com
Atlanta, Georgia
Roger Andresen
He may be only one person among many who is appalled at the lack of geography sense, which is so common today; but Roger Andresen actually did something about it. Abroaderview.com provides tools that help users educate themselves about the world we live in. The interactive site even has a competitive quiz for testing! But better bone up with a few maps before taking the quiz: The average American can point out only about 18 countries out of 193 on a map.
Original Merchandising Campaign
Funky Monkey Toys
Florence, Ore.
(Under $1 million annual revenue)
Jeremy Austen, owner
Having a toy store in a tourist town has its ups and downs. Determined to make his store a year-round destination, Jeremy Austen launched a marketing effort aimed at the town's large grandparent population, developing a loyal base of full-time shoppers.
Original Merchandising Campaign
The Toy Store
Topeka, Kansas
(Over $1 million annual revenue)
Margaret Warner, owner/president
Noticing a surge in tween shoppers, The Toy Store developed a boutique within its walls devoted entirely to 'tweendom.' So Cool U sales have already exceeded projections by 38 percent and generated additional traffic into the store.
Best Promotion
Geppetto's
San Diego, Calif.
Brian Miller, owner
It takes more than intestinal fortitude to open a new toy store these days; it takes a good dose of well-placed and directed promotion. With advertising campaigns that incorporated themes like “Unleash the Imagination” and “Your Neighborhood Toy Store,” Brian Miller opened his fifth toy store and has become the local holiday toy guru—his Top Ten Toy List becoming a media staple.
Best Original In-Store Event
Toys R Us/Ohio Art
Etch A Sketch ETO launch
Times Square, New York City
In celebration of the classic Etch A Sketch's 45th anniversary, Ohio Art released ETO, an interactive plug-and-play toy that lets kids experiment with animation, among other things, using a TV screen. The ETO debut at TRU's flagship store had kids designing away on two flat-screened TVs. The event also featured an Etch A Sketch time-line exhibit as well as a series of artwork created by noted Etch A Sketch artists, one of whom—Nicole Falzone—was on hand to show exactly how it's done.
Toy Representative of the Year
Christine Blumberg
Roberts-Blumberg
New England market
While the retailers she serves say she has a “natural gift” to sell products, it is Christine Blumberg's gift of personal time that makes her an outstanding rep.
Manufacturer of the Year
LeapFrog
Emeryville, Calif.
In a year that saw the company that championed the term “learning toy” face internal reorganization and an irritated Wall Street, the company, nevertheless, continued to expand its horizons with: outreach to the Hispanic community with launch “Sed de Saber” (Thirst for Knowledge), which offers ESL instruction; launch of The Afghan Family Health Book, which utilizes LeapPad technology to help Afghan women obtain health information; a partnership with Sylvan Learning Centers.
Innovator
Cranium
Seattle, Wash.
Whit Alexander, Chief Noodler
Richard Tait, Grand Poo Bah
The company that made “craniac” a household word totally innovated the way a game can be marketed (through a coffee house?), challenging the board game niche—including its myriad inventors—to new levels of creativity.
Visionary
Maxine Clark
Build-a-Bear Workshop
St. Louis, Mo.
Bringing new meaning to the phrase “retail experience,” Maxine Clark has tapped the creative genius in kids and adults alike, successfully taking Build-a-Bear Workshop public along the way.
Brand Builder
John Lee
Founder, Learning Curve
(RC2 Corp., Oakbrook, Ill.)
Chicago
Ask a 4-year-old boy in the United States who Thomas the Tank Engine is, and it's likely a lengthy description will follow. Born in the U.K. in the mind of Rev. W. Awdry as a story-book character for his son nearly 60 years ago, Thomas—licensed by HIT Entertainment—today is a childhood treasure, his popularity due in large part to the innovative marketing and merchandising efforts of John Lee.
