March 3, 2005

They're Back: Toy Makers Put a New Spin on Old Toys

You may have thought Gloworms, the Easy-Bake Oven, Play-Doh and Lite Brite were things of the past, but these retrospective toys are making a big comeback.

At the 102nd Annual American International Toy Fair, which took place Feb. 20-23 in New York City, shows put on by companies like Hasbro — which comprises brands like Playskool, Milton Bradley, Tonka, Tiger Electronics and Parker Brothers — featured modified knickknacks from past decades.

Hasbro’s Fast 201 Yo-Yo, which was named for its fully active starburst technology, is designed for yo-yoers of all skill levels. By twisting its sides, one can alter the amount of spin and response and enjoy a new take on a novelty that has been popular in the United States since 1928, when Donald Duncan acquired his yo-yo company.

“It’s a cycle,” said Hasbro spokesman Jeff Wolf. “They come back every five to seven years.”

Tiger Electronics also revamped Furby, a mechanical fuzzball with voice recognition that was originally released in 1998. Furby, who speaks both English and his own language, Furbish, is now two-thirds larger with six times as much memory and improved motor controls. And Hasbro, which sold 40 million of the old models, hopes that when Furby No. 2 is released this fall, it will be just as popular.

“He’s evolved,” said Aja Gabriel, 26, a spokeswoman for Hasbro, while rubbing a model Furby’s beak.

When the toy says phrases like “May-tah,” which means “kiss,” the owner is expected to touch his beak. Other phrases mean that Furby wants something else, like food or a tummy rub. “They’re hoping it’s going to be bigger,” Gabriel added.

Even the newest feature films, which inspired this season’s hottest stuffed animals, games and action figures, are retrospective.

Hasboro’s toys from “Star Wars Episode III: The Revenge of the Sith,” the sixth movie in a series that began in 1977, and Walt Disney’s “The Lion, The Witch and the Wardrobe,” an adaptation of C.S. Lewis’ 1950 novel from “The Chronicles of Narnia” series, are expected to be big sellers.

Plush versions of Narnian characters will be available for purchase in November, one month before the film’s release. But while some Star Wars toys from “Episode III,” which hits theaters in May, are expected to be on shelves in April, others are already on the market.

Among the most popular is a Darth Vader mask that says some of the antagonist’s most memorable phrases. For younger children, Darth Tater, a new model of Mr. Potatohead, adds a slightly scary twist to an otherwise innocuous-looking plastic vegetable.

“‘Star Wars’ is really part of the American lexicon,” said Hasbro spokesman Ted Grayson, while adjusting a Darth Vader action figure. “It’s a pop culture phenomenon.”

But not all things at the Toy Fair were old. In fact, many toys put a child-friendly spin on today’s most popular technology, but still follow the trend of revamping existing products.

Tiger’s Video Now is a hand-held video player for both tweens and toddlers. With discs for preteens that play Hilary Duff and Jesse McCartney’s latest music videos and SpongeBob discs for younger kids, this item mimics a personal DVD player. And with the most inexpensive model available for $59.99, it’s significantly cheaper.

Tiger is also introducing the I-Dog this fall. At $24.99, it dances and lights up when music is played and can be connected to any stereo or Apple iPod.

“This year’s toy fair was the most diversified marketplace since its inception,” Arnie Rubin, chairman of the Toy Industry Association and president of Funrise Toy Corporation, said in a statement about the event. “Our industry is continually evolving, and it is at Toy Fair where the evolutions and trends become public.”

And if all goes according to the plans of toy makers like Hasbro, Mom and Dad will soon be buying toys that might be as nostalgic for them as they are fun for the kids.