DAY 2 – That’s All Folks . . . .

ToyCon Committee vice-chair Nancy Zwiers stepped to the podium one last time to provide a summary and wrap-up of an amazing two days. She thanked all ToyCon’ers for their fabulous participation and invited feedback on how to make this an even BETTER event for the industry next year. (How’s that for advance planning, huh!)

Committee chair Arete Passas joined in extending her thanks and participation to all – including the ToyCon Committee members and TIA staff -- who worked to support the event as it was born and grew over the past several months. I

This blogger believes that everyone leaving ToyCon will be riding into the sunset (okay – it’s a metaphor – it’s only noon right now) with a smile on his or her face that this was a great couple of days spent with friends old and learning new tips, tricks and techniques that will provide positive boosts for toy businesses, the industry and our customers well into the future.

Adios amigos and amigas. Safe travels.

DAY 2 – Grilling Sacred Cows

Dr. Bob Kriegel, author of Sacred Cows Make the Best Burgers, If It Ain’t Broke . . . Break It and How to Succeed in Business Without Working So Damn Hard has a lot of energy. Trust me. A LOT! He’s on a frenetic pace as he crosses back and forth across the stage – up and down the steps into the audience – circling around the room. He’s a captivating speaker with captivating messages. Some of his thoughts:

If you work longer and faster you make more mistakes (up to 25% more). If you’re rushing, you’re not thinking and you’re not coming up with new ways to differentiate from your competitors.

“How many of you make you best ideas when you are at work?” he asked. “One guy in the past three years raised his hands (and he was sitting next to his boss).”

Rather, we must constantly think about innovation and change. Rarely do people get their best ideas at a meeting. They come when least expected (Exercising. Napping. On a walk.) If you let your work go then creativity will come. Put in your preparation and perspiration and then let go. Your mind keeps working. POW. Ideas will happen.

Don’t be afraid to give yourself permission to be creative. Structure quiet time. Get away. Step away from the action. Move away from responding so you can be creative. If you’re never out of touch than you’re never in touch . . . with creativity.

As he wrapped up his comments, Dr. Kriegel reminded us that we shouldn’t feel the need to compete – rather, we should change the game. The key to inspiration and creativity is stepping back. Always try something new. Get in the habit of breaking habits. Look at things in different ways.

Chase your dreams and have a lot of fun.

DAY 2 – Pay Attention /Play Attention

Are we getting too caught up in the definition of toys? Play may be changing – but the patterns of play aren’t, said the morning's first panelists. What were once tools are now toys. Increasing their play value increases your brand value.

The Sandbox Summit, moderated by co-founders Wendy Smolen and Claire Green, featured panelists Scott Michaels of Atimi Software, Carly Schuler, fellow of The Joan Ganz Cooney Center, Sesame Workshop, and Laura Seargeant Richard, of frog design, inc.

The session focused on every aspect of CREATIVITY . . . and identified numerous “no cost” ways to stimulate thinking about product design.

In their summary of the hour-long session, the Sandbox Summit co-founders gave five tips for creative success:

­1) Define the crown jewel
­2) Use research as foresight not hindsight
­3) Embrace participatory design – enlist consumers as co-creators of the process
­4) Reflect on what’s important today - environment, economy, etc. (you choose for you)
­5) Be circumspect with tech – don’t do it just because you can

DAY 2 – Riding Out the Storm

“Innovation – now more than ever – is critical to riding out the economic storm,” says toy and video games industry analyst Anita Frazier of The NPD Group.

At $22B, toy sales continue to rival spending levels for gaming and home video. Data for the period ending March 31, 2009 stood at $21.5 B in sales and $2.78 B units. 92% of U.S. households purchased toys and the average retail price (ARP) per toy is up, but the number of units sold per household is down. The higher ARP for the year helped offset the decline in the number of units sold. Anita did note, however, that heavy price cutting in Q4 actually took the ARP back down from a peak in the third quarter. Kids’ (ages 2-14) usage of consumer electronic devices has notably increased. The portable/cell phone gaming increases as electronic handheld and tabletop games decline; portable digital media players (PDMPs) saw the largest increase at 31 points increase.

Other than the economy, what’s contributing to the unit sales decline compared to previous years? Are there fewer kids? No. There has been an increase in birthrates in every category through 6-8 comparing 2007 to 2008; and a very slight decrease in the 9-12 category. From the KLT III study, 67% of the kids from age 9-12 are still playing with toys. Anita also reported that 24% of the money spent for kids during the 2008 holiday shopping season was spent on toys, but she saw sales decline for kids ages 3-5. This challenges the data provided by Laura Philips from Walmart during yesterday’s video interview.

Her parting thoughts: after 30 years of tracking toys, it's easy to see through trends that toys have persevered in other difficult times. Following recessions there have been documented periods of growth. Toymakers have a legitimate reason for optimism. Kids of all ages are still playing with toys and still spending on toys.

DAY 2 – Three Take-Aways

ToyCon Committee Chair Arete Passas welcomed early risers back for the start of Day Two by sharing her top three key takeaways from Day One:

­1. Why Not?
­2. It’s not about product. It’s not about service. It’s not about solution.
It’s about creating a compelling experience.
­3. Go Young

These are the themes that will serve as the building blocks for today’s speakers.