by Sam Eccleston
This weekend, toymakers from around the world are offering brand new ways for kids to have lots of fun — for a lot less of their parents' cash. Even during troubled economic times, New York City's Javits Center will be jam-packed this week with over 350,000 square feet of toys, games and all-around fun. And industry watchers say the key focus for at Toy Fair 2010 is value.
From board games to video games, toymakers are developing low-price options. And several features across every category are putting that value within reach:
Open-ended play: There's nothing like a toy that kids can play with forever — and they're easier on the pocketbook. Fisher-Price's Trio uses a simple interlocking system to build tiny, realistic buildings of their own ($15-$50) — or whatever else they can imagine. And Velcro has created a series of playsets with dressable Velcro dolls that kids can attach together for hours of fun.
Expandability: Instead of stand-alone toys that parents have to shell out for every time, lots of toymakers are producing full systems of toys with lots of low-cost components that kids can use to add onto existing toy systems. A new set of WWE-branded toys (around $10) lets kids add new characters to their selection once they have one action-ready ring (around $12).
Education: These days, even fun and games aren't fun and games anymore. Parents are looking for toys that pack learning in with playtime, and lots of toys are prepared to help. Rubix is rolling out a new line of expanded toys based on the classic Rubix Cube, and a wide variety of quiz computer games will bring the classroom into the playroom.
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