Toy trends for 2012: The year of the app
Appfinity (Spin Master) Ages 8 and up
Choices include AppFishing, in which the smart device is inserted into the rod for a realistic fishing experience, with a simulated feel of catching a fish. AppDrive is a mini-steering wheel; in the middle of the wheel is a case to hold the smart device to give the feel of driving. ($19.99 for product, app free; spinmaster.com) Credit: Handout
The biggest trend in toys for 2012 is the melding of online apps with physical toys, say several toy experts at the 109th annual American International Toy Fair Feb. 12-15 at the Javits Center in Manhattan.
A toy car's speed and direction are remote-controlled by an iPad app; plush and other toys are based on popular apps such as "Cut the Rope" and "Fruit Ninja"; collectible monster cards let users tap the iPad to beam them into an online game; an app enhances the play of the traditional "Life" board game by becoming the spinner and showing related videos.
"There is an abundance of physical toys using apps," says Adrienne Appell, toy trend specialist for the Toy Industry Association, which owns and operates Toy Fair, where more than 1,000 companies gather to introduce toys that will debut in spring, summer or for the holidays.
The newfangled toys don't make physical toys obsolete but give them a new twist, she says. Or they extend online play in the offline world. "If the kids love Annoying Orange, but the parents say it's time to turn off the computer, that lets them continue the play experience in a more traditional kind of way," Appell says.
Although Annoying Orange technically isn't an app but rather a web show, Appell puts the new Annoying Orange line of toys in the same category of Web-inspired play.
Here are some examples of the trend, as well as seven additional toy trends for 2012:
"TV licensing continues to be a huge part of the toy industry," Appell says. As does movie licensing. New TV shows such as Disney's "Doc McStuffins" and Nickelodeon's "Monsuno" and "Winx Club" are getting corresponding toy lines, for instance.
Several are departing from what they're known for and delving into new categories. For instance, VTech, long known for its educational toys, is offering a more conventional toy called "Switch & Go Dinos," dinosaurs that transform into a vehicles. Razor USA, known for its scooters, is offering a toy geared to girls called "Pony Royale," a horse whose mane and tail hair can be styled.
Appell attributes the surge in musical toys to shows like "American Idol" and "The Voice." "Musical toys have been around for a while, but we're seeing so many of them," she says.
Many games this year have glow-in-the-dark pieces or glowing components, from bubbles to dice, Appell says.
Lots of toys are celebrating anniversaries this year -- it's the 25th for Where's Waldo; the 15th for Build-a-Bear; the 75th of the first Dr. Seuss book. Corresponding toys are being released.
"Manufacturers have stayed very conscientious about making toys fun and affordable for kids and their families. That's definitely because of the economy," Schacht says. A toy line might have a $100 play set, but it will also offer a $10 action figure. Consumers still will buy a more expensive toy they think offers a lot of value -- both Schacht and Appel predict the Teenage Mutant Ninja Turtles will be a hit, for instance.
