Hong Kong's Eastcolight taps science theme.

Attendance was down at New York's Javits Center, but the aisles at the 15 to 18 February American International Toy Fair were still crowded and booths were active. The less exuberant atmosphere was not reflected in the offerings of Hong Kong's exhibitors, as they displayed scientific and electronically-driven items in keeping with prevailing demand.

Buyers were looking for affordability, compliance with the new Consumer Products Safety Improvement Act (CPSIA), and environmentally-friendly products adhering to green manufacturing processes.

Concerns over the new safety requirements centred on the uncertainties as the law and its deadlines are phased in this year, as well as on the cost impact across margins.

Manufacturers, for the most part, said they were in compliance or soon would be. Henceforth, product packaging is to carry certification labels. There was some concern on sell-through deadlines. Retailers seemed comfortable with the information they were getting from their suppliers.

Generally, manufacturers were ready for them. High-end items were somewhat less visible than in previous shows. Reflecting economic reality, exhibitors from major companies like Mattel and Hasbro to smaller manufacturers reported they were focusing on retail prices of between US$20 and US$30 or below.

"Much of our product line is US$20 and under. We're showing far fewer $300 pieces," said Wayne Charness, Hasbro Senior Vice President for Corporate Communications.

Hong Kong firm in touch with education and science trend

Supersleuth: Eastcolight's Science Time.

Exhibitors met demands for toys and games that encourage family and social play. Boys' and girls' lines continue the trend of linking play to computers and the Internet, and to TV shows, letting kids share their creativity with friends. Many lines now incorporate role play.

Science and education were other focuses. Hong Kong's Eastcolight (Hong Kong) Limited keyed into this trend with its new Science Time forensic science kits with artificial intelligence and robotics (US$9.9 to US$20), inspired by the CSI television franchise. With money tight over the next year, said Marketing Manager, Edith Lao, "parents will want to spend on something educational."

"Parents are looking for products that are developmental and more specifically educational," said consultant Jon Larrick, who's also President of Hodgepodge Toys. All companies are watching price points. There are some indications that retailers may be narrowing their suppliers, Larrick said.

Prices quoted here are retail unless otherwise noted.

Mattel's MindFlex.

Keyed into Batman series.

Mattel's MindFlex (US$79.9) enters a new dimension, using biofeedback technology to let players move a ball through a customisable obstacle course by the power of thought. It's slated for Autumn shipment.

Mattel will be keying into the Cartoon Network's Batman series, launched last November, with a line of action figures and vehicles (US$6.9 for minis to US$34.9 for other vehicles).

Dora the Explorer is to become a "tween" later this year, with Mattel using toy fairs to build interest with a bit of mystery.

New FurReal Friend: Lulu.

Analog, electronic and digital toys and games all figured in Hasbro toy introductions. For girls, Lulu My Cuddlin' Kitten (at US$54.9) is one of the new FurReal Friends, all cuddles and meows.

This year's headliners include Transformers and GI Joe movie tie-in lines. Playskool's new Clipo Hippo collection (US$20.9) encourages open-ended play and development of motor skills.

For board games, Hasbro has updated Monopoly with the introduction of Monopoly City (at US$34.9), in which players go up against each other to prevent construction of polluting power plants and the like.

Gina Kim of Plan Toys checks a toy washer.

Plan Toys uses rubberwood and non-toxic materials for its products, ranging from block sets (US$20) and individual pieces (US$5), all the way to full-scale play systems and pieces (priced to US$350).

The new Green Dollhouse and Eco Town give kids the products and systems they need to plan and build environmentally-friendly living spaces. "Green doesn't have to be unaffordable," said Marketing Specialist, Gina Kim.

"The trend is all up for natural and earth-friendly," said Amy Shumway, Vice President of Dandelion, a division of Re-Think It Inc. Set for April and the Summer launch, the corn-based line includes infant developmental toys, stuffed terrycloth plush, diaper bags and utensils (US$9.9 to US$34.9), all machine-washable. "We want to reach the mainstream family," Shumway said.

Shumway: trend for earth-friendly.

Wooden train set from KidKraft.

"The wood toy category continues to be a massive, growing area," said Chris Light, KidKraft Vice President for Sales. Wooden toys include train sets (US$19.9 to US$49.9), a new garage set (US$130) and a new kitchen (US$240). The company also has a doll line, DollKraft, at US$9 to US$14.9 for small toys and US$129 to US$179 for larger ones.

New exhibitors from Hong Kong

Exhibitors at the HKTDC Pavilion addressed key trends, with many new to the fair.

Transformable robots for teens to adults (at US$2 to US$15 wholesale) from Happy Well International Enterprise Limited are selling under the name Roadbot. Distributing worldwide, executives spoke with potential US wholesalers, said Sales Manager, Victor Chan.

Conditional Creative Company Limited's radio-controlled toys for indoor and outdoor use included planes and jumping fish in water (at between US$6 and US$25 wholesale) with estimated retail sales of between US$15 and US$100. The firm also handles metal casting of such products as tank treds, targeting the hobbyist market.

Uni-Fortune Toys Group showed its extensive line of fashion dolls, with different playsets and styles (at between US$5 and US$10 retail). Boys' lines included die-cast licensed vehicles (priced at between US$5 and US$24 retail).

Chap Mei Plastic Toys Mfy Ltd was at the fair to introduce its action figure playsets (priced at US$20 to US$30) and vehicles to the US. It is looking to go direct to larger retailers and wholesale to reach smaller stores.

Hong Kong exhibitors, like A-Tech, with key trends.

Model maker A-Tech specialises in prototypes, and incorporates safety, materials suggestions and other ideas into the design process. The company's booth at the fair showed the full process from clay models to the finished products. The company attended to expand its customer base, with good feedback, said Director Louis Lai; meetings with clients were arranged after the show.

"You see Japan-inspired trends," said Danielle Armbruster, Marketing Director for Bandai America Incorporated. "Girls are a growing market." Bandai's Harumika dress form dolls (from US$10.9 to US$39.9) were launching in June and encourage girls to use fabrics and accessories to create their own styles, as well as upload them to the Internet to share with friends.

Kamen Rider accessory.

Bandai's Harumika line.

For boys, Kamen Rider Dragon Knight keys into the television programme with action figures and role-playing. Prices go from US$6.9 to US$24.9, with over 80% of the line priced under US$20.

Safety first

The Toy Industry Association Inc (TIA) announced a new web-based programme, the Electronic Certification System (ECS), designed to help all industry levels navigate the new CPSIA law's requirements. It's the first phase of TIA's Toy Safety Certification Program (TSCP), a system aimed at providing reasonable verification that toys meet safety requirements.

CPSIA covers more products than the European measures which have been in place for several years, and some, such as clothing and bedding, clearly factor into toy markets.

Toy safety legislation gets tough.

Dennis: most products meet requirements.

"The three primary alternatives to phthalates have been evaluated by toxicologists and everyone seems satisfied they meet requirements," said SGS US Testing Company Technical Director, Malcolm Dennis. "Most products we deal with now meet requirements."

The testing process calls for testing the raw materials and the finished products. "There's testing at both ends," Dennis said. "You have to make sure no contaminants come in during the manufacturing process."

from special correspondent Lisa Harbatkin, New York