News

07.03.2019 // International Women's Day March 8!

Dear Ladies! Best wishes for your special day!

Live, Laugh and Love!!!

Ranok-Creative Company

01.03.2019 // Happy 1st day of Spring!

28.02.2019 // Speech recognition: potential impact on toy retail

Speech recognition technology has improved

From the earliest incarnations speech recognition technology has shown huge promise conceptually for sure, but at the same time the experience was typically very frustrating in the past, with the user having to repeat themselves several times even to get the most basic of words recognised. In fact, there are several banks who insist on having you shout at the phone with simple words like yes or no several times just to make progress and check your account balance or make a simple query!

The good news in terms of user experience is that technology has advanced considerably in the last five years or so, largely due to investment from global tech behemoths like Amazon & Google. We’re now in a situation where speech activated assistants like Amazon’s Alexa, heard through their Echo & Dot smart speakers, are consistently delivering to consumer expectations without the same frustration factor. This means we are heading into a new explosive growth era for this technology.

Speech technology will disrupt retail

The implications of these advancements are huge, in fact, they are bigger than huge! Voice commerce sales already accounts for $1.8bn sales in the USA and ca. $200m in the UK. This includes retail sales triggered by voice ordering via various software, services and hardware. These figures in themselves are already impressive, especially for the USA, but the projections are even more impressive: In March 2018 the OC&C Strategy Consultants published a survey for 2022.

By then the USA is forecast to hit $40bn retail sales via voice commerce, with the UK tipped to top $5bn by the same date.

This is a huge tsunami wave about to hit consumer products industries, and there doesn’t seem to be sufficient anticipation of this massive wave which is in the midst of arriving. So, let’s take a look at some of the implications of this change for the toy industry, especially toy retailers:

Toy retailers need to embrace this change – many retailers took too long (as much as 5-10 years in some cases) to get serious about e-commerce. In this case Amazon and others have taken the lunch of other retailers who buried their heads. Practically speaking the voice commerce revolution is going to further grow market share for Amazon above all, as they have the market leading and dominant software and hardware. So, if you thought Amazon in e-commerce form was a threat, there will be a significant part of the consumer products market which will be primarily purchased via them due to the captive audience inherent in their devices capturing the market.

Human beings are primarily creatures of habit – creating a particular shopping habit in the first instance is the challenge, when it is 2nd nature, human beings will tend to automatically repeat the same purchase path. This habit is currently being formed in ever increasing scale, so if any retailers out there are going to respond aggressively now is the time before hundreds of millions of habits form!

To avoid panic mongering, we must be clear though that in many cases voice will not be as effective or as popular as a visual search when it comes to entertainment products like toys, and as such voice commerce may not be as big a threat to toy retailers as e-commerce has been. Voice commerce will lend itself most to repeat purchase of functional low value items where price comparisons are less important and the same item is needed continuously e.g. paper, printer cartridges. There is though some potential for toy consumables and toy related consumables like batteries, compound refills e.g. Play-Doh tubs.

Highly aspirational hot selling toys could also be a likely purchase from Amazon, where the parent is motivated to buy the toy without need for price comparison, because these can be described by voice and purchased with express delivery.

Clearly lower cost or less head count heavy customer service is going to result eventually, although we’re not quite there yet.

As ever, those physical ‘bricks and mortar’ retailers who are not able to capitalise directly on voice commerce will usually benefit from their fundamental competitive advantages versus ‘virtual’ retail: Product knowledge combined with customer service and in store experience. One good example of experience in toy retail is Hamleys of London in England. If you haven’t been to Hamleys, let me briefly describe what happens when you visit. Firstly, when you arrive at the store you are met with real ‘WOW’ in terms of the amazing window displays. Then a greeter in uniform welcomes you, and their colleague is there to bring on the fun with some kind of (perhaps intrusive!) play like spraying bubbles, throwing toy planes etc. As you move through the store, demonstration is a key factor, in fact over the years Hamleys demonstrations have been the launch pad for various successful toy brands and companies.

The point is this – at some point in time over the last generation as we have been hit with wave after wave of technological innovations we have not always maximised the effect of the advantages physical retail can have. Retail is a hard business, so the importance of finding a counter advantage is critical.

Speech recognition in toys

The other major area where speech recognition is affecting the toy industry is in the product itself. We’ve had voice recognition toys for quite a long time, but again the software or hardware has often not been good enough to deliver true magic experiences. Children are not likely to continually repeat themselves to a toy with poor speech recognition capabilities.

Today though we are increasingly heading to the point where the toys can get so slick that we can expect children to have a degree of meaningful interaction with toys. Clearly this comes with great responsibility for toy companies, but also heralds fantastic opportunities for high end tech driven toys better than ever before. What exhilarating times we continue to live in!

22.02.2019 // The Toy Association predicts this year's top toy trends at New York Toy Fair 2019

The key categories for the toy industry this year were highlighted at a special event hosted by the Toy Association and held at the 116th North American International Toy Fair earlier this week.

New ways to explore the unboxing craze, putty and creative sand, as well as toys that look to inspire children for the future have been highlighted as a few of this year's biggest trends in toys.

The key categories for the toy industry this year were highlighted at a special event hosted by the Toy Association and held at the 116th North American International Toy Fair earlier this week.

“Parents and kids today are looking for toys and games that are fun, engaging, and keep them coming back for more, but that also enrich the play value to help build lifelong skills,” said Ken Seiter, executive vice president of marketing communications at The Toy Association.

“The toy industry is doing an amazing job of providing innovation along with classic toys and games to deliver cutting-edge playthings to the toy aisle. The top trends announced today reflect a continued demand for toys that include a surprise element, toys that tap into nostalgia, playthings that encourage kids to try out different activities and explore new worlds, and unique licensed-based toys that enhance developmental skills through play.”

The Toy Association’s team of trend experts predicts that 2019 will see some of the 'most creative and imaginative new products to hit store shelves in recent years'.

The team meets with hundreds of global toy companies throughout the year to track the latest developments in toys and youth entertainment. At Toy Fair New York, the team aims to comb through thousands of products on the show floor before making an official announcement of the year’s hottest trends at a “Toy Trends Briefing” for media, buyers, and other show guests.

Unboxing 2.0

Key to the trend hunters' findings was the concept of unboxing 2.0, the next level in the unboxing phenomenon that has swept social media over the past couple of years.

The organisation believes that unboxing will go to a whole new level in 2019 with added play patterns and features that extend the elements of surprise by encouraging new ways to play with the toy, making this trend more than just unwrapping and collecting.

This is done when the unboxing play becomes “part of the story,” such as a secret decoder or unique packaging that transforms into storage or playsets, etc.

Compound Crazy: Dough, Slime, Sand and More….

The slime and compound trend is predicted to continue through the coming year as companies look to bring new elements of creative play through the sector, including creating your own and discovering new play patterns for the product.

According to The Toy Association’s Genius of Play initiative, creative play provides children the freedom to explore new possibilities and to learn to think outside the box, enabling them to practice original thinking and devising unique solutions to challenges they face – a skill kids will likely need later in life.

"This element of educational value is sure to get parents on board with the craze for compounds," said the organisation.

Throwback Toys

2019 will usher in big anniversaries for some of the entertainment world’s most beloved characters and movies, as well as iconic toys and games that will ignite a wave of nostalgia for parents and grandparents back to their childhood.

Batman is turning 80 years old this year, among many others. Parents are looking to share toys and characters that played a big part of their childhoods with their kids and this will include classic low-tech playthings.

Foodie Fun

From trendy foods to farmer’s markets to food trucks, there are a myriad of scrumptious and creative ways that food and drink items have made their way into the toy aisle as popular playthings.

This is a reflection of the strong priority that millennial parents have placed on being health conscious and fundamentally aware of where their food is sourced. It is also apparent that both girls and boys are equally interested in toys and games that reflect the foodie culture.

In addition, from fruity to spicy to even off-putting or gross-out smells, scented toys have become a must-have item for kids, who find it fun to pick a scent that appeals to them and to collect characters, toys, backpack charms, and other playthings that consist of a favourite smell.

Inspirational and Aspirational Play

Whether it’s a fashion designer, a chef, or learning to build a robot, there is a growing trend of toys, games, and activities that can help prepare and inspire kids for the future.

These playthings incorporate features that enhance learning, such as using innovative technology, nurture a child’s natural curiosity, and motivate them to explore skills and interests that could potentially lead to their future career path.

According to The Toy Association’s Decoding STEM/STEAM report, toys play a crucial role in teaching STEAM concepts to kids by helping develop these necessary skills and competencies through play. In addition, the report said toys can motivate kids to get excited about new areas, make mistakes without fear, and help facilitate collaboration among peers.

Explosive Entertainment

Licensing continues to be a major part of the US toy business, representing about 30 per cent of all toy sales in the region.

In 2019, the entertainment industry has a number of family-friendly movies sure to delight the kid in all of us. From live-action remakes such as The Lion King and Aladdin, to Toy Story 4 to the next Star Wars and Avengers instalments, not to mention the hugely popular Frozen is finally getting a sequel in 2019, it should be a busy year not only on the big screen, but also for licensed toys and games.

14.02.2019 // Happy St. Valentines' Day!

11.02.2019 // International Day for Women and Girls in Science

On 22 December 2015, the General Assembly decided to establish an annual International Day to recognize the critical role women and girls play in science and technology.

The International Day of Women and Girls in Science, celebrated on 11 February, is implemented by UNESCO and UN-Women, in collaboration institutions and civil society partners that aim to promote women and girls in science. This Day is an opportunity to promote full and equal access to and participation in science for women and girls.

Gender equality is a global priority for UNESCO, and the support of young girls, their education and their full ability to make their ideas heard are levers for development and peace.

Tackling some of the greatest challenges of the Agenda for Sustainable Development -- from improving health to combatting climate change -- will rely on harnessing all talent. That means getting more women working in these fields. Diversity in research expands the pool of talented researchers, bringing in fresh perspectives, talent and creativity.

This Day is a reminder that women and girls play a critical role in science and technology communities and that their participation should be strengthened.

07.02.2019 // Participation of Ranok-Creative Company in Spielwarenmesse 2019

Nurnberg Toy Fair (Spielwarenmesse) is a trade show dedicated to the toy industry. With close to 3000 exhibitors and 71,000 trade visitors, Spielwarenmesse is the toy market’s most important platform. Nurnberg Toy Fair 2019 ran from the 30th of January to the 3rd of February, occupying 12 halls of Messe Nurnberg.

During the 5-day Spielwarenmesse 2019 top companies presented close to 80,000 new products. The broad spectrum was displayed in 12 core sectors, among which: Model construction, Technical toys, Games, books, learning and experimenting, multimedia, Wooden toys, toys made from natural materials and so on. The Toy Business Forum combined educational and networking possibilities.

The team of Ranok-Creative Company was happy to participate in this year's Spielwarenmesse! We enjoyed our successful participation in Nurnberg Toy Fair 2019! See you in 2020!!!

With best regards,

Ranok-Creative Team 

25.01.2019 // Spielwarenmesse launches its 70th anniversary

With a new hall structure, an extended programme of talks and a big party

• Fit for the future: several product groups restructured
• Talks by experts: knowledge aimed at specific target groups
• First business, then pleasure: ToyFestival on the Thursday evening

Tradition and modernity have a special place at this year’s Spielwarenmesse. From 30 January to 3 February, the world’s leading trade fair for toys celebrates its 70th anniversary, and everyone in the industry is invited. Organiser, Spielwarenmesse eG, is paying tribute to the enduring loyalty of its participants – often spanning several decades – by staging the ToyFestival as a special highlight of the fair. At the same time, it is remaining closely tuned to the future: Buyers and independent retailers will benefit from modified product groups, informative special shows and plenty of expertise to help them in the daily running of their businesses.

The 170,000m² area of the exhibition centre, operated by Nürnberg Messe, will be filled with2,886 exhibitors from 68 countries, with the international share rising once again from 75% last year to 76% in 2019. The trends “Ready, Steady, Play!”, “The WOW Effect” and “Toys 4 Kidults” as well as the nominees and winners of the ToyAwards provide visitors with valuable guidance in their search for innovative products.

Changes to the halls

Perfectly timed to coincide with the anniversary event, the hosts are introducing several changes to the structure of the fair. Ernst Kick, CEO Spielwarenmesse eG, states: “We’re pushing on with our plan to equip the Spielwarenmesse for the future. We’re restructuring some of the product groups to reflect dynamic changes in the marketplace.”

The new product group Electronic Toys is taking root in Hall 4A, featuring robots, RC toys, virtual play and electronic educational toys. The foundation for this new product group was laid in 2017 by the Tech2Play activity area which will continue to attract huge interest at the centre of the hall.

The biggest move is taking place in Hall 7A where the product groups Model Railway and Model Construction are being merged. The international diversity of both industries, which appeal to identical target groups, has now been united under one roof to reflect the full spectrum of products.

The product group Festive Articles, Carnival and Fireworks is likewise benefitting from several new features in Hall 9. Ranking as the most important gathering for well-known suppliers and market leaders from this field, the Spielwarenmesse is responding by expanding this segment into part of Hall 8.

Special areas with added value

 “ShowTime, the new activity area covering more than 200m², offers genuine entertainment value and is the absolute highlight of this product group,” explains Florian Hess, Director Fair Management. The catwalk hosts daily fashion shows featuring the latest fancy-dress costumes and make-up tips. Visitors can also have fun with the magic photo mirror, creating memorable snapshots with decorative accessories supplied by exhibitors.

A different target group altogether is addressed by the special show Toys meet Books, which has been conceived for booksellers looking for interesting additional ranges. The area which was successfully launched in 2018 is located in a highly frequented location close to Entrance Mitte and has been extended to 200m². Toys meet Books not only presents relevant non-book items but also talks, best-practice examples and speed coaching with retail experts in German and English.

Let’s talk licensing

Trade buyers dealing in toys refresh their industry knowledge at the Toy Business Forum in Hall 3A. International experts give presentations on changing topics every day that are highly relevant to the practicalities of business: Trends and innovations, change management and the challenges of digitalisation are among the topics of interest.

The LicenseTalks are a completely new feature of the Toy Business Forum, with expert presentations taking place every morning from Wednesday to Friday. The exhibition centre provides a broad overview of international licensing themes and products, whilst licensors benefit from a wide variety of presentation opportunities.

At the LicensePreview, for example, major studios and agencies such as CPLG, Viacom/Nickelodeon and NBC Universal present their concepts to selected business contacts in an exclusive setting. The importance of licensing is underlined at the Spielwarenmesse by its long-term partnership with the International Licensing Industry Merchandisers’ Association (LIMA) and its stand in the foyer of Hall 12.0.

Innovative products and ideas

Trends and innovations are brought together in the TrendGallery in Hall 3A. The eleven-strong international TrendCommittee has identified three significant trends, that are presented here in conjunction with related products: “Ready, Steady, Play!” combines physical activity with heaps of fun, encouraging children to be more active. “The WOW Effect” is all about surprising toys whose true content or capabilities are not revealed until they are unpacked or discovered during play. The products that fall within the “Toys 4 Kidults” trend include collectibles and eye-catching products that also fascinate the adult world.

The TrendGallery likewise features the nominees and winners of the ToyAwards, which are presented in five categories: Baby & Infant (0-3 years), PreSchool (3-6 years), SchoolKids (6-10 years) and Teenagers & Adults (from 10 years). The Start-up Category is being introduced for the first time and is aimed at firms that have been trading for five years or less. This year, 433 companies (2018: 397) entered a total of 838 products (2018: 643). Christian Ulrich, Director Marketing, explains: “The jury judges the products in line with specific criteria such as originality and safety, as well as potential success at retail.” The winners are announced at the official Opening Ceremony on 29 January.

Anniversary celebrations

The corks will also be popping during the Spielwarenmesse. Visitors in need of a breather or wanting to take home a memorable snapshot of the 70th anniversary edition can enjoy a break at the selfie station with ball pit and deckchairs in the passageway between Halls 3A/4A. Visitors, exhibitors and media representatives are gathering for the ToyFestival on the evening of Thursday, 31 January 2019. The spectacular Hall 3C is poised to host a relaxed get-together with a live band and a light country spread. An anniversary of such proportion would not be the same without a spell-binding fireworks display on Saturday evening. The best views can be captured from the Exhibition Park.

CEO Ernst Kick is full of anticipation: “Our special events for the 70th Spielwarenmesse are our way of thanking all attendees for their loyalty over the years. At the same time, we’re keeping our eye firmly fixed on the future, ensuring that our quality event continues to reflect an industry with a bright and promising outlook.”

24.01.2019 // Toy Fair 2019's Greenhouse Area 'is selling out quicker than ever before'

Just eight per cent space remains for the zone dedicated to smaller companies and start-ups with still six months until the 2019 show.

Toy Fair has reaffirmed its commitment to emerging talent and innovation in the toy space as its popular Greenhouse Area nears maximum capacity. The start-up and smaller business-focused zone has seen vast up take for the 2019 event, with just eight per cent space now remaining six months out from next year’s show.

Over the years the Greenhouse Area has acted as a Launchpad for numerous toy and game companies and – due to its growing popularity – was extended by 80sqm last year to accommodate demand.

The zone will occupy the same amount of show space this year and according to the BTHA, the show’s organisers, is selling out quicker than ever before.

The Area will welcome back returnees such as Forever Collectibles, Alphabet Pie and Muro, as well as 17 new exhibitors including 3Style Scooters, Piqipi and Albion Hobbies.

Commenting on the company’s first time exhibiting in the Greenhouse at Toy Fair 2018, Nikki Garner from Jumini, said: "The atmosphere was fantastic – the whole place seemed to be buzzing. We had a very successful show and it was the perfect place to celebrate the launch of our Mr Men Little Miss range of wooden toys.

"We are a relatively young brand and our range is expanding all the time, so we need opportunities like these to showcase our toys to buyers who are receptive to something new, who are not afraid to move away from the big players – those are the buyers who make a beeline for the Greenhouse Area."

The Greenhouse Area has been billed by the BTHA as ‘a great stepping stone for those companies making the transition into the industry.’

17.01.2019 // 2019 toy trend: Toys 4 Kidults

Toys are just for children! Adults don’t have time to play! You’re not bringing that into my house! But is this really true? Just sit back and think about it for a moment. Do you perhaps have a stylish model car or plane on your desk? Or what about the slot car racing track you bring down from the attic every Christmas – is it really just for the kids even though they left home years ago? Have you never had a discussion with your partner about a limited-edition teddy and whether it should be given pride of place in your living room?

As you can see, it’s impossible to make sweeping generalisations. And we shouldn’t forget there’s still a child in all of us. No matter how young or old we are. Added to which, you now have the money to afford the things you would never have received from your parents. And the self-confidence to show off a limited-edition collectible on the shelf next to your illustrated books.

The "Toys 4 Kidults" trend targets anyone and everyone who wishes to keep their childhood memories alive, to "play away" the stresses of working life or to collect play-driven, design-led products. Many people will have very personal reasons for having a specific toy in their lives. What is just a toy for some may be a decorative or design feature for others, a collector’s piece or a dream come true.

 A splash of colour to brighten up a grey office and a welcome opportunity to switch off for a minute or two. The Cubicus from Naef Spiele by designer Peer Clahsen can be pieced together in any number of different ways. The various wooden parts precisely slot into and onto each other. Even seemingly weightless, delicate compositions can be created, catching the eye both in the office and in the home.

The Carrera DIGITAL 132 Set "DRM Retro Race" is loved both by men and women and always gets the heart racing. The set is a homage to legendary race cars of motor-sporting history. Three racing Bolides pull up to the start line of the eight-metre track and speed off into the distance.

Everyone should own a Funko POP!, whichever licence rocks their boat. Be it Spiderman, Batgirl, the heroes from Game of Thrones or a retro Mickey Mouse – there’s the right product for every taste, no matter how obscure. And wherever the Funko POPs! stand, they are always a decorative eye-catcher!