2007 Predictions: Are you ready for the new year?

By Tina Benitez and Karyn Peterson -- Playthings, 1/9/2007 10:05:00 AM

More consolidation, overseas expansion, the online realm, exclusive products and more...Manufacturers, retailers, licensors told Playthings their predictions for 2007. The following is a Web-exclusive question and answer round-up not included in the print edition of Playthings' January 2007 cover story, 2007: Forward Thinking.

How is your company preparing for 2007?

“While we like to think that we're not chasing the trends, we're still dependent on a stream of fresh, innovative products. Some of our better sellers like Lincoln Logs and Erector Sets have been around for generations, but most of our customers are always on the look out for new, new, new.”
—Mark Carson, owner, Fat Brain Toys, Elkhorn, Neb.

“We have consolidated our toys and electronics teams into one division to address and plan for the broadest definition of our industry. We leverage the talents of both organizations to create compelling and differentiated product. We work closely with our toy partners to ensure that our goals are aligned and that, together, we meet the needs of our retailers. We'll focus on CARS, which has far surpassed expectations, and we have the plans in place to keep this growing with our partner, Mattel. We'll also drive merchandise for our new film releases with Ratatouille, Pirates 3 and Enchanted.”
—Jessi Dunne, executive vice president, global products, Disney Consumer Products, Burbank, Calif. (pictured)

“We had a very good year internationally, and we see that continuing for 2007. But our category is not exactly on the upswing. So we have moved beyond die-cast into other areas of vehicle play, such as R/C, juvenile die-cast, etc, as well as moving out of the vehicle aisle with other products such as our Drama Queens BabyBoos and Cinnicats.”
—Rick Berman, director of marketing, licensing and design, Maisto, Fontana, Calif.

“I think the main task for us since we are online only, is to find ways to become known, and provide a better online experience for our customers (this is relevant for both wholesale & retail.”
—Rob Wilson, owner, Challenge & Fun distributor, retailer and wholesaler, Ashland, Mass.

“From a products perspective, we are already well into 2007 and looking into 2008 and beyond. We are working with our licensees to push the envelope on great new products, and expanding into new countries (e.g., India, Russia, Ukraine) with TV co-productions and our licensing businesses.”
—Maura Regan, vice president and general manager of global licensing, Sesame Workshop, New York

“We will continue to approach retailers with exclusive opportunities targeted to their consumer.”
—Juanita Palomino, vice president of domestic licensing, DIC

“We will grow 50 percent-plus with innovation.”
—Isaaac Larian, president, CEO, MGA Entertainment, Van Nuys, Calif

“We are exploring new media and platforms and will continue to leverage our content to consumers where they want it and when they want it.In 2006, we launched Toonami Jetstream, a broadband initiative between VIZ Media and Cartoon Network that streams videos 24 hours a day.We will continue to feature established brands such as Naruto and Pokemon and will also introduce brand new shows to the U.S. market.”
—Carol Roeder, vice president, consumer products, Viz Media, San Francisco (pictured)

“We are also investing in an area of core competency for us—digital media, given our successes with AG Interactive, as a distribution and marketing vehicle for our new properties, as well as our existing brands.New properties like Pretty Freekin Scary, Sushi Pack, and Maryoku Yummy will look to a number of different launch platforms – from digital media to publishing to toys and other merchandising opportunities as ways to build up awareness of the properties, the storylines and the characters.”
—Tamra Knepfer, senior vice president, American Greetings Properties, New York

“As a boutique toy company, creating traditional toy products, we have our hands full to stay in the game. Creating niches with strong licenses like we have accomplished with out Minimate brand of toys, continues to be a focus.”
—Adam Unger, vice president, Art Asylum, New York

“2007 is about broadening CCI Entertainment’s international reach even further. We are already having great success in the U.K. and Australia, and will continue that by launching in Germany. We also are looking to target specialty distributors in the U.S for some of our lines as we’ve had some great success with the specialty market overseas.”
—Charles Falzone, co-chairman, CCI Entertainment, Ontario

“As a company, we are continuing to focus on our mission – to bring more shining moments to the world everyday! This “shine” mission is the driving force behind everything at Cranium from the company culture, to customer interaction and product development.”
—Richard Tait, co-founder and Grand Poo Bah of Craniun Inc., Seattle (pictured)

“Read, read, read. I stay in touch with domestic and world news, the currency markets, fashion, graphic design, parenting and technology trends.
—Milanie Cleere, owner, Oompa.com, Los Angeles

“FremantleMedia is kicking off a full year ahead with the sixth season of American Idol in January and will be busy looking to expand into off-air sponsorships. Classic game show programs will be buzzing particularly as The Price is Right bids farewell to Bob Barker and moves into a new era.”
—David Luner, senior vice president interactive and consumer products, Freemantle Media, New York

“We order all the time (nearly daily…) The period of time that we don’t order is mid-December through the beginning of April…With the exception of Toy Fair, if there’s a new vendor there and we want to order on the spot, we will, but we don’t go there with that in mind, it’s just a convenience.”
— Ray Derouin, owner, Ouray Toys, Ouray, Colo.

“Our philosophy has always been than great properties and great stories translate to great product. So we’re expanding the ubiquity of our current hits like Dora and SpongeBob while we develop new lines for our newer hits like Diego, Avatar and The Backyardigans. In 2007, we’re also expanding our business by making our products available in a wider range of price points –and we’re adding new channels of distribution.”
—Sherice Torres, vice president, hard goods for Nickelodeon & Viacom Consumer Products, New York (pictured)

“With a weekly podcast, RSS feeds, email newsletters, a print catalog, and a web site with thousands of products, we're ready for the New Year. We also have some exciting distribution partnerships and exclusive deals in the months ahead, so we believe we have a lot for kids, stores, gift-givers, and collectors to get excited about as they start thinking about toys in 2007.”
—Adam Pawlus, marketing and merchandising director, Entertainment Earth, Los Angeles

“The bigget problem we face is how difficult and overwhelming it is to find the good content. Now that the foundation is built and products will be coming to market, it will be about learning from our past successes in other markets and applying them to this new medium. Promotions will be key.”
—Marc Honorof, director, Tokyopop, Los Angeles

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