Wayne Jacobs receives his award at the Nuremberg Fair	WA Jacobs' Light Pen Writer won the Creativity and Design Innovation Award last month at the Nuremberg Toy Fair

Three Hong Kong companies have been recognised from among thousands of toymakers worldwide for innovation at last month's Nuremberg Toy Fair. WA Jacobs Toymaker (Asia) received a Creativity and Design Award for its latest product, the Light Pen Writer. Amazing Toys Ltd and Silverlit Electronics won nominations in the Toy Innovation Award's Electronics and Technical Category for their Eco Power Station Series and Heli Mission respectively.

"I was shocked," said Wayne Jacobs, Managing Director of WA Jacobs, who said he only signed up on a customer's suggestion. The Light Pen Writer uses an LED light pen and a light-sensitive board to produce multiple images, allowing the user's creativity to run free. Mr Jacobs hopes the publicity gained from the award "will translate into sales."

A Crazy Mind Helps

The company, formed with the 2000 Sydney Olympics in mind, is behind the creation of four children's characters, including Kiki Koala and Sparkle Unicorn. WA Jacobs (Asia) opened in Hong Kong seven years ago because "this is where the buyers and sellers are."

While manufacturing is done with partner factories in Shenzhen, Nanjing and Qingdao in the Chinese mainland, concept designs are carried out in Australia. For Mr Jacobs, the best part about the business is coming up with new ideas that could be the next must-have toy.

Anything can spark an idea, he said. "There's no structure to it. You have to have a crazy mind, I suppose," he said adding that electronics, fashion – anything, but toys – can trigger a new idea. "You end up with something between that crazy idea and what's practical," Mr Jacobs said.

No Batteries Required 

Amazing Toy's Samuel Sy shows his range of green-power toys, the Greenex Series

"Customers are always looking for something new," said Samuel Sy, General Manager of Amazing Toys. "But they don't have anything specific in mind. You have to come up with the idea." Mr Sy, who spent 10 years marketing other people's toys, set up his own company about two years ago.

The Greenex series has proved popular for its educational slant and environmentally friendly theme. Debuting at the Hong Kong Toys and Games Fair last year, the Eco Power Station series is driven by natural energy, solar or wind, or through a crank generator. Children learn and gain an appreciation for alternative forms of energy.

"Our customers loved it. But because we were the new kids on the block, they first wanted to try the product," Mr Sy said. It seems the customers are sold. Despite the economic downturn, he has seen more business this year, as buyers become more familiar with the Greenex series. Europe and Asia
                                                              are the company's main markets.

Heli Mission

	Silverlit Electronic's Heli Mission Pack improved on an existing model, capturing the attention of Nuremberg's Toy Innovation Award judges

Silverlit Electronics, meanwhile, improved on its popular ultra-light indoor helicopters, unveiling a new model that comes with a helicopter and truck operated through one remote control.

The Heli Mission and Amazing Toy's Greenex series were two of only three products that clinched nominations in the Toy Innovation Award's highly competitive Electronics and Technical Category.

The two companies were among the more than 160 Hong Kong exhibitors that unveiled new products at the Nuremberg Fair's Innovation Centre. As companies brace for a tough year ahead, the onus is on toymakers to come up with bright ideas amid the economic slump.

Toymakers are cautious about the future, emphasising the importance of cultivating ties and building brands. Mr Jacobs, who hopes to open new markets in Asia, says he intends to put more time in trade fairs.

Still with an even more competitive market, the temptation for many, according to Amazing Toy's Mr Sy, is to merely copy what's popular, because it's safe. "Coming up with a new idea may be riskier, but it's more creatively satisfying seeing your own ideas come to life."

Related Links
Amazing Toys
Silverlit Electronics
WA Jacobs