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Peggy Brown - Out of Thin Air

  Five years ago, I shared a story in the Bloom Report about somebody who contacted me out of the blue to share that a game I designed a lonnng, long time ago has held an important place in his heart over much of his life. That one email meant a lot to me, and once in a while when I think about it, it makes me smile out loud.   Guess what? It happened again. Recently this email appeared out of thin air (or perhaps from heaven) and landed squarely in my inbox…   Message: Hi! I was wondering if anyone makes King's Court anymore? My brother and I played it all the time as kids and now as adults, we had our childhood set that passed back and forth between our houses to play with our own kids- the box was all taped up and falling apart but we had all the pieces and the board! Unfortunately, it was at his house when it burned down in the Eaton Fire this last week. I'm trying to track down a copy to replace it. Thank you for any information! -Ashley   GULP. No way.   A little context…   The Eaton Fire is one of the ferocious wildfires that devastated a large area of Los Angeles.   King’s Court was the very first game I ever worked on. I sculpted the play pieces out of modeling clay, did their part drawings by hand, and worked with the people at the factory to disable the mixing screw on the supply hopper of the injection molding equipment to make the colors of the play pieces swirly like marble instead of solid colors.     The guys running the press made sure I knew they thought I was a pain in the neck. But the play pieces turned out great and I was so proud that when the game was released, my friends and I took pictures in the aisle at Toys R Us. And that was way before everybody had a camera in their pocket all the time. The store manager thought we were weirdos or spies and kicked us out.     Of course, I dropped everything and responded to the email right away…   Dear Ashley,   I’m so very very sorry about the fire and all your terrible loss.   It touches my heart that you reached out to me. King’s Court was the very first game I worked on right after I graduated college and started my job as a game designer. That was 1988, and I believe that game was only in stores for a couple years, so it’s been out of print and no longer available for nearly 35 years.   When King’s Court hit store shelves, it was a proud moment for me, a validation of having officially made it as a professional. I was so proud of it, I gave a copy to my Mom. I read her your email, and she told me she still has that very copy of King’s Court in safekeeping after all these years… the play pieces are still in the wrappers and the box is in pristine condition (no tape!) We would like to send it to you.   As a game designer, it’s a rare occasion I get to hear from people that play with the things I make. I know they’re out there, but I seldom get to know what they actually mean to people, and how much these playthings become important parts of their family stories. It means the world to me that you’ve shared your story with me, and it’s striking that at this pivotal moment in your brother’s and your lives, a little game I worked on so long ago is important enough that you’re compelled to replace it not a week after it was lost.   Please send me your mailing address, and I’ll ship it to you with a giant smile on my face, along with my all my best wishes that you guys will recover from the fire better than ever, play King’s Court often, and continue to weave it into the fabric of your lives.   Warmest regards, Peggy Brown   Whoosh! Sent!...   Ping!   Message: Oh my gosh! Are you sure? We would be so so honored. It is honestly our absolute favorite game. We played (and fought) over it so frequently as kids. [My brother’s] son is finally old enough to play it with him. This is going to mean so much to him.    And it will be treasured for the rest of our lives.    May you continue to bless this world with your fantastic talent!    Ashley   P.S. My brother spent a long day in meetings with FEMA and county officials, so I called him at my parents tonight and read him your email with both of us crying. So thank you for being a bright spot in another rough day and thank you for inventing the game that has brought us so much joy.      Thank you so much!! It will be very cherished! (And it is also now on our emergency "what to grab in an evacuation" list for both of us!)   Ashley & Matt & families   I’m not crying, YOU’re crying! This is such a great story, and the moral is this: the playthings we make can be burned to ashes that fly away on thin air, but our play experiences belong to us forever. Ashley told me, “Seeing the beautiful stories that come out of disaster is one of the best ways to cope.” I absolutely could not agree more.

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The Toy Association™ Announces 3-Year Action Plan in Support of Members’ Evolving Needs

NEW YORK, NY | February 4, 2025 — The Toy Association™ has unveiled its Three-Year Strategic Plan, a new framework designed to support the growth and success of the global toy and play community. Anchored by five core pillars, the plan will serve as the roadmap for The Toy Association’s efforts as the unifying force that works in the service of its members and the broader toy industry.   “The toy industry is unique — it plays a critical role in a child’s mental, physical, and emotional development, and our focus will be to create and evolve initiatives that enhance our member’s ability to create and produce products and services that deliver on that promise,” said Sharon Price John, chairperson of The Toy Association Board of Directors and president & CEO of Build-A-Bear Workshop. “With direct input from members throughout the Association and key industry stakeholders, our action plan aligns with the real needs of toy companies today. We are committed to their business success as we advocate for fair policy decisions and regulations, provide world-class experiences, and create engaging opportunities for members to learn, grow, and evolve in an ever-changing business environment while supporting every effort to give back where and when families need it the most.”   The Three-Year Action Plan takes a collaborative, proactive approach that leverages the Association’s existing industry partnerships, global resources, and influential platforms recognized worldwide — including Toy Fair®; The New Toy Building in El Segundo for LA Previews; People of Play’s Chicago Toy & Game Fair, Inventor Pitch & Innovation Conference, and Young Inventor Challenge®; The Toy Foundation™, and more — to deliver lasting value for the toy and play community.   The Toy Association’s mission is to be in the service of our members and the broader toy communities. Every initiative we undertake, every event we produce, and every advocacy effort we champion is designed to strengthen and support the industry’s shared goals through a focus on five core pillars that will drive tangible impact:   1. Engagement: A Stronger, More Connected IndustryWe believe that when we work together, everybody benefits. We are committed to delivering more ways for EVERY member to provide input — because great ideas are sparked by every corner of the toy community. Our ability to be a unifying force within the industry can help drive collaboration, alignment, and new opportunities for every member. 2. Experiences: Creating Opportunities for GrowthWe know from experience that great things happen when we come together as an industry, which is why we’re investing in events and platforms that will continue to connect the toy and play communities. We’re committed to building experiences that facilitate growth, innovation, and partnership — ensuring that companies of all sizes can engage with buyers, media, consumers, and partners in meaningful ways. 3. Global Advocacy: Protecting and Championing Your InterestsAs the representative body of the U.S. toy industry, we are your strongest advocate to protect and promote your interests worldwide. We ensure that your voice is heard, and the greater interests of our entire industry are strongly supported where and when it matters most — whether it’s the halls of Capitol Hill, in international trade discussions, or throughout the regulatory and standard setting process. 4. Inform & Educate: Empowering Companies to SucceedThe toy industry is evolving rapidly, and staying ahead of trends, regulations, and consumer behaviors is more critical than ever. That’s why we continue to deliver actionable insights, research, and educational programs designed to help you navigate today’s challenges and prepare for tomorrow’s opportunities. 5. Giving Back: Helping Children in Need through the Power of PlayPlay has the power to change lives, and through The Toy Foundation, we’re committed to making sure that every child has access to the joy and benefits of play, where and when they need it most. “The Toy Association’s mission has always been to champion the business of play, and our vision for the future is clear: We are committed to remaining a trusted partner to our members,” said Greg Ahearn, president & CEO of The Toy Association. “Through these five pillars, we will continue to drive value, advocate for our industry, and support the innovation that makes toys and play essential to childhood development.”   This new chapter for The Toy Association is also marked by historic leadership milestones, including the appointment of Price John as the organization’s first female chairperson and the addition of seasoned executives throughout the organization that bring significant, first-hand manufacturing, retail, marketing, event, and inventor experience to work side-by-side our member companies. With a strong foundation in place, the Association remains focused on the needs of the industry with visionary leadership and practical solutions that will create real impact.   Ahearn continued: “As we embrace evolution, innovation, and new opportunities, listening to member feedback remains a top priority so the Association’s work directly aligns with evolving priorities of businesses of all sizes. The Toy Association will continue to build on its rich legacy of bringing together the incredibly diverse toy community, from startups and global brands to retailers, inventors, and key industry partners. We are dedicated to providing value in as many ways as possible for the industry.”   The Toy Association invites all members to hear more regarding this plan and other key updates at the Association’s Annual General Meeting, taking place during Toy Fair® on March 1 at 4 p.m. in the General Session Theater in the Javits Center.   For more information about The Toy Association, visit www.toyassociation.org. About The Toy Association™ toyassociation.org / toyfoundation.org / peopleofplay.com / thegeniusofplay.org / playsafe.org Founded in 1916, The Toy Association™, Inc. is the business trade association representing all businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The Toy Association leads the health and growth of the U.S. toy industry, which has an annual U.S. economic impact of $157.5 billion, and its roughly 900 members drive the annual $41 billion U.S. domestic toy market. The Toy Association serves as the industry's voice on the developmental benefits of play and promotes play's positive impact on childhood development. The organization has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, governments, consumers, and the industry on ongoing programs to ensure safe and fun play.   As a global leader, The Toy Association produces the world-renowned Toy Fair™ in New York City; hosts marketplace activities in Los Angeles; engages in state, federal, and international advocacy on behalf of its members; supports the inventor and design community through People of Play™ and its numerous assets and events, including the consumer-facing Chicago Toy & Game Fair; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America's widely emulated ASTM F963 toy safety standard. The Toy Association's philanthropic arm is The Toy Foundation™, a 501 (c)(3) children's charity that acts as the uniting force for the collective philanthropy of the toy industry. To date, The Toy Foundation has delivered the joy of play to 33 million children in need worldwide. ###    

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Passionate Products - The Two Year Tooth - February 2025

Passionate Products - Anecdotes & Ideation from a “Girl Dad” / Brand Manager Introductions and “Passionate Products” Overview Before I get into it I thought I’d dive into who I am and what this article series for People of Play is supposed to be.  My name is Dekan Wheeler, I have been in the Game and Toy industry for just about a decade; before that I worked in Hollywood as an Editor and Consultant. My wife and I are also part of that “Millennial Kidult” demographic that's popping up for everyone to watch out for. Our house is full of books, box games, collectibles and RPGs. Not only do I play Dungeons & Dragons weekly with the same group I have for five years straight, I am also lucky enough to be the Senior Product Manager at Ultra PRO International in charge of our licensed products with Hasbro/Wizards of the Coast including D&D and Magic: The Gathering. While I have worked hard to be here, I also fully recognize how lucky I am to have a “Jobby” that I am passionate about. The only people more passionate than I am, are the passionate fans that buy what I make. I do what I do for them. The most passionate consumer of what I make is my 8 year old daughter, for her privacy I will refer to her as “L”. When she was about four or five years old, L understood that after I dropped her off at school I went to work to make toys. For a very long time she was convinced that I went to work SOLELY to make toys for her. This made L my harshest critic, as when I brought home something that was for any other real world demographic of “not just a toy my daughter wants” she would be blunt about needing me to fix it. Now that she understands other people also buy the toys and games I make too she’s still a critic, but clearly loves what I do. At the end of the day, if I can make a product she is passionate about too, then everything is right in my world.  She has now even begun to pitch toys and experiences that I should make and the level of Blue Sky dreaming L has is beautiful. The goal of these columns really is to record the anecdotes of her pitches and plans, to not only save them for my future self but to digest them and ideate what I can from them and present thoughts here for anyone’s benefit. My goal is to take new stories every month and find actionable items from them to muse on while writing to grow myself in the game and toy industry. This Month’s Story: The Two Year Tooth We’ve recently started to show L Studio Ghibli films. While she loves the classics of Ponyo and My Neighbor Totoro, she has fallen in love with a deep cut: The Cat Returns. This is one of those, “always on films”; if we have screen time we are watching it. If you are unaware of the film’s premise, the heroine, Haru, saves the prince of the Kingdom of Cats. Quickly she finds herself drawn into the said kingdom to be rewarded. These are rewards in name only as a young woman does not need or want presents of mice, catnip or, in a dramatic escalation, a betrothal. The title callout a Cat Returning, refers to one Baron Humbert von Gikkingen, an anthropomorphic orange cat that is also a statue in the real world. Voiced by Cary Elwes in the english translations; he helps Haru help herself to escape the Kingdom of Cats and return to the real world a more well rounded and confident person. This has resonated with my slighter to her souls and leads us to a statement L made to me earlier this year. “Daddy, I’m going to make a machine to bring Haru and Baron to life and I need your help” Ok, this is going to be a big lift for a toy maker. We talked it through and started planning, sketching out what this machine would look like, building prototypes of the machine with tin foil, sculpting a body for Baron to inhabit out of clay and finally going to Home Depot to get metal and cardboard to build the thing. While we still have big plans for this machine; we also realized we needed something else to “create an experiment” to bring the characters to life. Of course she settled on the missing ingredient being Pixie Dust, so of course we hard shifted from machine building into reaching out to the Tooth Fairy. L’s Mom and I know we are on the verge of losing the magic that is the Tooth Fairy and all of her overnight magical compatriots, so when L started writing letters to the Tooth Fairy (without a lost tooth for over a year mind you) we encouraged it. Being a pen pal with the Tooth Fairy is easy enough, and doubles the duty of getting her to want to read and write legibly, something we already are trying for. So, after a solid week of writing systematically to the Tooth Fairy, we all discovered that the Pixie Dust is only magic if it is made from a tooth of the kid that wants to make a wish with it. I have never seen a kid so happy to go to the Dentist to ask when her next tooth would be loose. The answer: Two years. Now what does she do? She starts planning for two years from today when she will have this Pixie Dust. The idea of bringing Haru and Baron to life has only grown alongside the cast of characters that will be made alive. Now they will also need to have a school, which L will teach at, so they can acclimate to the real world. This kid has pivoted so much better than I can and I love it. Ideating on the Anecdote - Plan to Pivot & Plan for the Further Future Planning for something 10 to 14 months from now is second hand to anyone in the Toy Industry: By February 2025 holiday plans are on lock and layout for the end of the year and I’m currently thinking about shifting a pressing project up to start a bit earlier to account for Lunar New year in 2026. This is of course all happening during another round of “uncertain times” where many people, myself included, are trying to figure out updated pricing in the wake of tariff announcements.  I don’t deal with surprises well. I find myself thinking about how I can learn from L’s tooth pivot to plan more broadly in my career’s Product and Brand Management. I find myself wanting to explore two directions that range from dealing with immediate changes and using that for planning for things much further in the future than I have before. I’m settling into the mindset that uncertain times are now a part of day to day life. This is not only from a political landscape but changes in work and home spaces too. How can I prepare for my new puppies chewing apart a vital cord before a work call? How can I prepare for something as wild as a border closure? How can I do this without dwelling on it?  How can I start building a Plan to Pivot? Layoffs and Leavings. People leave companies, that's just a fact; but it's always such a weird moment when it happens. As I write this I realize I need to personally making a list of people/groups that I rely on in my day to day. I want to cross train on the touch points we have to help if those moments happen. Because in the end, I want to keep products moving toward their published release dates so that the people that are passionately awaiting them, get them.  Travel Restrictions. I travel for work and need to be able to continue to do so. While I can't plan for any changing Visa or work authorization needs for international travel, I can make sure my ID’s are up to date which is where all of those processes will start. Real ID is also set to come in effect (again) on May 7th. Just a note, if you don't have Global Entry by now here’s a reminder to get it set up. Production Centers and Locations. Tariffs just happened for goods entering from Mexico, Canada and China. Or did they? Or will they again? Will they be higher? I don’t know. What I can do today is look back over all of my overhead for my key products and play around with numbers. Maybe I can check again on parts of the products that might be able recosted with different materials. All of our key products will still get made, but I need to stay ready to remind executives what the financial and social cost will be if we do or don’t change costs with a real, and frequently, updated plan to pivot quickly if a bigger shoe drops. Pivoting is all well and good, but what groundwork can I also start now that I’d love to bear fruit in a further future? The goal here isn't to have answers or directions today, that's impossible. However, I did just set aside a focus time in my weekly calendar to exclusively Plan for the Further Future on these specific musings which I personally want to focus on.  Augmented Reality. Even though nothing has clicked in the market, more and more things are being viewed through a camera and screen with AR markers, the only question is when it will be ubiquitous. I’m no longer waiting for the tech to catch up to my dreams and it's time to start designing; What do I want my product to use this for? How will it enhance play? How will it be safe? And, overall, what do I want it to be that I can be passionate about? These are all questions that can be planned for now. So, when this Sci-Fi product is everywhere, I am ready to go hit the market running with the next best play experience.  New Product Placement Opportunities. Did you know that The Lego Group has storefronts on Cruise Ships? The news is a few years old but it's new to me and the Cruise Industry is only getting bigger. While this is a captive audience that the toy industry should be watching, I want to sink my teeth into discovering even newer spaces. Where are families going to be that will need a moment together with a new favorite game or toy? Renewables. It’s clear that current US politics may actually make renewable products harder to lean into, I want to find ways to stay the course. A few years back I found a company called Sway that was planning to make Seaweed Bio Plastics in the US. Looking at them again today it looks like they are approaching a pilot program and I have signed up for a waitlist to get more details so that when we have another possible policy change in 2 or 4 years we can be more ready, if not before.  If you’re still here, great. I am not a writer by trade at all; but enjoyed putting my daughter’s story to paper and using it to grow ideas for her to see in future. Thank you for reading the first Passionate Products.

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CARVE COMMUNICATIONS PARTNERS WITH AMAV U.S. AS U.S. AGENCY OF RECORD

AMAV US Re-enters US Market with the Launch of Multiple Products in 2025   MIAMI, FL (February 4, 2025) – Carve Communications, Miami’s premier public relations agency focused on the intersection of innovation and everyday life, today announced the newest addition to its toy portfolio with AMAV, a leading global manufacturer of children’s hobby & toy products. Paving Carve’s growth path as the agency’s first client partnership in 2025, its industry expertise in consumer toys will support AMAV US in successfully expanding its footprint and overall brand in the US market.   “With New York Toy Fair just a handful of weeks away, the timing is perfect to announce our partnership with AMAV US ," said David Barkoe, CEO and founder of Carve Communications. “AMAV’s product and brand successes abroad will empower us to activate our sustainable PR model here in the US as together we bring a variety of products to market this year..”   Existing for over 50 years with worldwide distribution spanning 40 countries, AMAV and parent company Diamant Toys hold global licenses with industry giants including Nickelodeon and Disney. Product lines include food machines for kids (Icy Delights), high-tech drawing tools (Glow Pad), and interactive arts and craft activities (Ezee Beads and Rock Painting Kits). Each product is designed to promote imaginative and experiential play, helping children dive into new skill-building worlds that are socially and creatively engaging.   “With Carve as our partner, we believe AMAV will reach new heights in both US mass and specialty retail markets,” says Steve Markey, vice president of sales and marketing at AMAV US. “Their deep understanding of the toy industry, proven by decades of experience and client success stories, is exactly what we need to take AMAV US to the next level. Carve’s unique approach to PR paired with our history of curating uniquely inspiring toys for children and their families makes this the ideal partnership for company growth.”   For more information about Carve Communications delivers success through its sustainable model of PR and the Carve Scoring System (CSS), visit www.carvecomms.com.   ###   About Diamant Toys and AMAV US Founded in 1963 in Israel, family-owned Diamant Toys is a global leader in designing, manufacturing, and distributing innovative hobby and creative products for children. Known in the US as AMAV US, Diamant Toys distributes its products to more than 40 countries worldwide. With over 60 years of experience, the company’s in-house product development and R&D teams drive the creation of engaging, high-quality products that inspire children's creativity. They offer a wide range of popular licenses including Barbie®, Gabby’s Dollhouse and Paw Patrol®.   About Carve Communications Carve Communications is a public relations agency existing at the intersection of innovation and everyday life. Carve builds and executes sustainable PR strategies that help clients – whether a global brand, growth-stage company or innovative startup – meet their business objectives through a process rooted in generating awareness, establishing authority, driving engagement and fostering activation for their brand. As a result, the agency helps C-Suite and marketing and communications executives demonstrate value, grow their business and transform their industry through media, thought leadership, advocates, unique partnerships and storytelling. Most important, is that Carve serves as a partner to its clients – not just another agency – and focuses on delivering measurable value that moves the needle. In 2024 and 2025, Carve was named to the Agency Elite Top 120 Agency list. To learn more about the agency and determine if Carve Communications is the right fit for your company, visit www.carvecomms.com.   Media Contact: Peyton Kelgard, peyton@carvecomms.com Business Contact: David Barkoe, david@carvecomms.com

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MEME OF THE DAY

Today is...


Happy Candy Corn Day!

Word of the Day


Cross Marketing

Cross Marketing is the promotion/advertising/marketing of a product or a few products by "piggy-backing" off of another, typically a very sucessful product of the same company.

Submitted by People Of Play

3 Truths & a Lie Mini-Game

Tait & Lily, Inventors of Betcha Can't!