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Expanding Kids' Horizons

Makers of multicultural toys offer children new ways to see the world

By Colleen Bohen -- Playthings, 4/1/2009

Karito Kids Travel Charmers soft dolls

Karito Kids Travel Charmers soft dolls

'The world does not revolve around me." That appears to be the message of a number of manufacturers who have recently entered the multicultural toy market. While the category may have historically evolved as a movement to provide children of various ethnic backgrounds with toys that reflect their own traits and experiences, these days it seems the prevailing driver for many of the latest entrants into the multicultural toy market is an urge to provide all children with a base for understanding lifestyles that differ from their own.

Talking the talk

Ted Stoner of Denver-based Bongo Cats, maker of the new Bongo Bi-Lingual Buddy, tells Playthings that he sees his Spanish-English/English-Spanish teaching toy as way to provide kids with the chance to take a "first step toward being a global citizen." He explains that his product—which features a plush cat accompanied by an interactive PC game that gives native Spanish- or English-speaking elementary school children basic vocabulary lessons in the other language—represents a move toward "raising awareness of and celebrating the differences between" the English-speaking and Spanish-speaking children that so often comingle in U.S. classrooms.

Pani Rani from Restoration Gallery’s Global Green Pals line.

Pani Rani from Restoration Gallery’s Global Green Pals line.

"We can't be so isolated like we have been in America ... we have to celebrate our differences. This is a good first step," says Stoner.

Bongo first became available last fall at a suggested retail price of $22.

Bongo Cats isn't alone in its efforts to help kids become bilingual at a time in their lives when they are most receptive to learning new tongues.

Boca Beth, a Tampa, Fla.-based multimedia company founded by bilingual educator, filmmaker and songwriter Beth Butler, offers a suite of products designed to teach English-speaking children Spanish and Spanish speakers English. The company's Boca Beth Beginner Backpack (SRP $49.99) includes a music CD, a bilingual DVD, a 44-page coloring/activity book presented with Spanish and English on each page, a puppet and a child-sized maraca. Its learning system provides a foundation of more than 225 words and 100 phrases in both languages, the company says, with the help of music and movement. The product line "provides parents and teachers the affordable solution to introducing Spanish right alongside English—with no second language experience necessary on the part of the adult," Butler says.

Chicco’s bilingual Teddy Count With Me.

Chicco’s bilingual Teddy Count With Me.

Chicco, South Plainfield, N.J., is also expanding its bilingual offerings in 2009 with two additional products. The infant and preschool toy maker's Bilingual Talking Bear is a plush teddy that teaches children their first numbers and words in English and Spanish. Press the bright buttons on the bear's tummy to hear favorite nursery rhymes, count along with the bear and discover the names of fruits and animals. Squeeze the hands and feet for verbal encouragement to interact with the bear. Chicco's English-Spanish Talking Vacation Car (pictured on our cover) can expose kids to the names of objects and corresponding sounds, plus tell stories that kids complete by recognizing missing objects and solving riddles. Both toys retail for a suggested price of $49.99.

India from Alexander Doll’s International doll series

India from Alexander Doll’s International 
doll series

Other companies have taken a more direct route to the Spanish-speaking market. Indianapolis-based Fundex Games, for one, markets a line of games and a plush-with-DVD set based on El Chavo, an animated series based on a still wildly popular Mexican sitcom from the 1970s about a street urchin who lives in a barrel. Some of the products, like Fundex's El Chavo Board Game, are printed entirely in Spanish, with English instructions available from the company.

Playing with an open mind

Laura M. Rangel, CEO and president of KidsGive, tells Playthings that a desire to "teach kids about how to give back and to help inspire world-mindedness" inspired her and Lisa Steen Proctor, the company's chief operating officer, to develop their line of Karito Kids dolls, soft dolls and books.

The original Karito Kids were introduced in 2007. Each of the 21-inch dolls, which retail for a suggested $99.99, are designed to depict a character from a different country and culture. Each comes with a storybook featuring the doll's character, filled with information about that character's culture.

Bongo Cats' Bongo Bi-Lingo Buddy interactive plush

Bongo Cats' Bongo Bi-Lingo Buddy interactive plush

KidsGive drives home its message of world-mindedness through a charitable giving component tied to the purchase of the dolls. The company donates 6 percent of the wholesale price of each product to the Plan International children's charity. Customers use a special code that comes packaged with each product to log into Karitokids.com and specify an area for which they'd like their donation to be used; for instance they can choose to push their money towards funding education, healthcare, food or home expenses for children in other areas of the world who are in need.

Since its inception, KidsGive has expanded its lineup of multicultural toys with the introduction of its Travel Charmers line of smaller, softer versions of the initial characters. They retail for $19.99. This new line expands the reach of the original doll assortment by sending the characters on trips to explore new places and cultures, allowing children the chance to learn about these cultures and to continue their charitable involvement. Rangel told Playthings that KidsGive plans to expand its Travel Charmers lineup in the fall.

Several other new companies have also appeared in recent years to stake a claim in the market for dolls with multinational appeal.

Boca Beth's Boca Beth Beginner Backpack set

Boca Beth's Boca Beth Beginner Backpack set

The Global Green Pals, from New York's Restoration Gallery, are a new assortment of eco-friendly educational dolls for children ages 4 and up whose characters are an international cast of do-gooders—including Indian character Pani Rani (pictured)—who are determined to do their part to help save the planet's fragile environment. In partnership with 1% For The Planet, a portion of every purchase will go to environmental conservation efforts.

H. Lee Toy Company, Columbus, Ohio, offers Little Sis + International Friends, a line of multi-ethnic soft dolls in four hues, and in boy and girl versions. Each 13½-inch doll comes with an everyday outfit and a culture-specific traditional costume.

A not-so-new company, Alexander Doll, maker of the venerable Madame Alexander brand, offers a series of International collector dolls also dressed in the ceremonial attire of each doll's country of origin. The line includes collectible ethnic dolls dressed in ensembles representative of those worn in Africa, Austria, China, Croatia, India and Mexico.

Little Bridges doesn't focus entirely on dressed-up dolls. Instead, the Chicago-based company offers multicultural dress-up products for girls that match those of their dolls. The dress-up clothes include outfits from Japan, India, China and Botswana, each with an accessory from that country as well as information about what life might be like for a girl from that culture.

Fundex Games' El Chavo Board Game

Fundex Games' El Chavo Board Game

A new way to relate

San Jose, Calif.-based Cahoots is entering the multicultural marketplace this year with its new Culture Critters brand, which it introduced at Toy Fair in February. Van Le, one of the brand's creators, discussed the brand with Playthings, explaining that it will initially launch later this year with 11 characters that each hail from a different part of the world, such as India, Mexico, Brazil, China, North Africa and Brazil.

H. Lee Toys' Little Sis + International Friends dolls

H. Lee Toys' Little Sis + International Friends dolls

Le said the brand's characters—which will come to life through a line of vinyl figurines, plush and storybooks beginning in the fall—have been created to "promote cultural education and sensitivity." She explains that the company intends to package the vinyl versions of the characters with accessories that reflect the characters' interests, such as a skateboard or baking tools, and the characters' cultural backgrounds, like the tribal mask that comes with the North African character or the fan that comes with the Vietnamese character. Le said the decision to include both culturally specific items and interest specific items with each character stems from a desire on the part of the creators to provide opportunities for children to relate to the characters from either standpoint.

The physical lines of products will be complemented by an online component. Le says the company also plans to launch an interactive website where kids can go to learn more about their favorite character's culture and perhaps even submit information about their own cultures so that other kids using the site can benefit from their contributions.

Global connections

Similar to Cahoots, the new line of World Twinz Adventure Figures, set to launch in June from Ontario, Canada-based Worldview Toyz, are also heavily dependent on a complementary Web component.

Little Bridges' Indian Market Basket role-play set for girls

Little Bridges' Indian Market Basket role-play set for girls

Co-founders John Green and Michael Olotu tell Playthings that their company's new line of dolls, which represent a variety of characters from different areas of the world, will serve as a launching point to drive its targeted 7- to 12-year-old customers online to seek out an "identical twin" elsewhere in the world. These twins will be two children in different parts of the world who purchase the same doll around the same time; the two will find one another upon the completion of a collection of online activities.

The company is positioning the program as a safe way for children to meet, interact and learn from one another in a controlled online environment that can be monitored and regulated by each child's parent or guardian. According to the company, children who enter the property's online environment can learn about the culture and lifestyle of other participating children but will also have the opportunity to encounter lessons on some universally useful values—like conflict resolution—through a series of additional games and activities.

[Editor's note: In the original version of this story, Worldview Toyz's Michael Olotu was misidentified. He is a co-founder of the company along with John Green.]

 

Disney Does Diversity

Princess Tiana is Disney's first African-American Priness

Princess Tiana is Disney's first African-American Priness

Disney unveiled its latest Disney Princess, Princess Tiana, during this year's American International Toy Fair. Princess Tiana is the star of the upcoming Walt Disney Pictures animated film, The Princess and The Frog, which will make its theatrical debut during the holidays. She will be featured on a variety of Disney consumer products, most notably fasion dolls from Mattel (pictured) and dress-up and role-play products from Jakks Pacific's CDI division.

Princess Tiana embodies a number of firsts for the Princess line. She is the first new Princess to come on to the scene in more than 10 years; she is also Disney's first African-American Princess.

"The Princess and The Frog is going to be a film that will appeal to all generations, races and cultures," Mary Beech, VP Global Studio & Animation Franchise Management for Disney Consumer Products, tells Playthings. "We believe our Tiana merchandise will be desired by all little girls around the world. We are certainly thrilled that the African-American consumer will finally have merchandise with a Princess that looks like them, and plan to make sure our African-American consumer is aware of what is available." —CB

Dora Grows Up With Her Fans

Dora the explorer is growing up in order to appeal to a new audience of girls ages 5 and up, according to Mattel and Nickelodeon & Viacom Consumer Products. The companies unveiled their plans for a new line of fashion dolls and accessories based on a middle-school-aged version of the popular bilingual preschool character at this year's American International Toy Fair.

"For nearly 10 years, Dora the Explorer has had such a strong following among preschoolers, catapulting it into the number one preschool show on commercial television," says Gina Sirard, vice president of marketing for Mattel. "Girls really identify with Dora and we knew that girls would love to have their friend Dora grow up

 

with them and experience the new things that they were going through themselves. The [new] brand captures girls' existing love of Dora and marries it with the fashion doll play and online experiences older girls enjoy."

Mattel and Nickelodeon were keeping Dora's new look a secret until the brand officially launches this fall, but they have already revealed that "as tweenage Dora, our heroine has moved to the big city, attends middle school and has a whole new fashionable look." The companies say that the new doll line will be interactive with and complemented by an online component that will allow girls to play games and perform other activities with Dora and her new friends.

The cornerstone of the new line will be a Dora Links fashion doll (SRP $59.99) that plugs into a computer, giving girls access to an "interactive online world" where they will be able to play games and customize their dolls both onscreen and in real life, according to the company. For example, when a girl changes Dora's hair length, jewelry and eye color on screen, her Dora doll will actually change as well.

In addition, this type of online component will be similarly interactive with an entire line of new Dora's Explorer Girls toys. The actions and activities performed by girls online will impact their play experiences with the physical toys in a variety of unique ways.

Mattel says it also plans to debut a range of separately sold accessories inspired by the new character, as well as a Dora's Seaside School playset. The manufacturer says the playset will both expand the traditional play experience when the doll is being used offline as well as expand the children's online experience with the product. —CB

Keeping The Faith

Religion, as we all know, can play a significant role in molding one's cultural experience. So significant, it seems, that certain players within the religious toy marketplace have found the genre surprisingly stable, even in the face of the larger economic challenges that have recently rocked the secular retail landscape.

JET plans to bring Taboo: Jewish Edition to market later this year.

JET plans to bring Taboo: Jewish Edition to market later this year.  

"What happened in retail this year is not representative of what has happened [among ] 'faith retailers,'" Kim Calkins, president of Princess Soft Toys, a Minneapolis-based plush toy maker with a division that focuses on products targeted at Christian and Jewish audiences, tells Playthings. Calkins says that many of the religious specialty retailers his company deals with have shared with him anecdotes filled with strong sales numbers in spite of the challenging macroeconomic climate.

Calkins attributes the strength of this niche with the kinds of spending choices many people make during challenging times. He says that even though many people may have less to spend at the moment, "they are still spending money," noting that consumers are merely being more careful about what they spend it on. Calkins feels these consumers are likely to continue to purchase items, particularly toys and gifts, that reinforce and reflect their values.

Another company that has effectively found a unique way to make a values-related appeal to a religious audience is Chicago-based Jewish Educational Toys (JET), which has been making products targeted towards a Jewish audience for 25 years. Recently, JET moved into a new territory when it took a well-known secular board game and tweaked it to improve its appeal for the Jewish population. The company released its Jewish edition of Apples to Apples a couple of years ago; a JET spokesperson tells Playthings that the company was surprised by just how well it was received by toy and game consumers. JET now plans to bring Taboo: Jewish Edition (pictured) to market later this year. According to Ian Framson and Seth Burstein of Ivy Growth, the creative team that developed the game alongside JET, the structure of the game and its play rules will be exactly the same as the standard Taboo game, save for the fact that Hebrew and Yiddish words will be used as clues. Taboo: Jewish Edition is set to hit store shelves this spring at a suggested retail price of about $35. —CB

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