Playthings, your ATV

Some bright, albeit anonymous, person once said that “the best way out of a difficult situation is to go through it.” And don't we know it! We've done exactly that many times in the past 102 years and, in fact, like you, are still winding our way through one of the industry's most challenging business environments in recent times.

But as is our history, we will continue to meet those challenges head on. In fact, we have developed a bigger and better information vehicle to do it.

Our increased new size gives us a bigger canvas on which to paint a clear picture of our industry, both visually and editorially. The visual is obvious. So let's discuss the words part.

On the editorial side, we are adding new departments, which will be featured in every issue beginning with this one. They are departments that incorporate emerging industry trends and categories we believe the toy business is embracing, or will be incorporating sooner or later.

Our new children's entertainment department will include coverage of books, CDs, DVDs and videos, while licensing will focus on upcoming or current properties that manufacturers or retailers can leverage for additional revenue.

We are also launching coverage of grown-up playthings. Our For Mature Audiences section acknowledges that although kids may be getting older younger, adults are getting younger older and buying toys for themselves as well as their kids. The department will give retailers a “heads up” about products that can appeal to those very adults.

And speaking of retailers, Playthings will also feature a retail success story in every issue. Whether the environment is tough or easy, sharing ideas, we believe, is essential in business.

Oh, and speaking of issues—as in frequency of publication—we are happy to report that Playthings is returning to its 12-issues-a-year frequency in 2005.

And speaking of issues—as in well, “issues”—we will definitely be covering those as well. We are not shy here at Playthings. We do not represent or cater to any one segment, group or idea—or we could never have lived to be a centurion. We are about the business of the toy industry—all of it.

It is the business in its entirety that drives us and provides a true, credible and viable road map for our readers and for our industry.

When drivers put the pedal to the medal to navigate a rough road, or new territory, they get behind the wheel of an all terrain vehicle. For the road ahead in the toy industry, Playthings is the likely vehicle of choice.