by Sam Eccleston
This year's Toy Fair 2010 is chock-full of innovative new toys, from Fisher Price's groundbreaking building block set, Trio, to brand new platforms in online gaming. But the toy business isn't just about breaking ground; it's also about expanding on classics like dolls and action figures.
From Yellow Label Kids' fair-trade specialty dolls to big names like Mattel and Fisher-Price, Toy Fair 2010 has plush, pose-able, lively, loveable toys. And this year, dolls and action figures are expanding in all kinds of new directions.
A billboard across from the Javits Center asked which careers Barbie will take on next. Visitors to the intensely secure Mattel booth got hints as to the answer of that question, as well as other exciting rollouts for Barbie toys — from movie tie-ins to dolls styled after pop culture classics from the '70s and '80s. But security guards carefully walked the booth's floor, making sure no photos or detailed info leaked outside of Toy Fair 2010.
Barbie might be one of the all-time classic figures, but there was plenty of action on the action-figure portion of the floor as well. Diamond Toys is sporting a wide variety of boldly styled superhero toys — including some cool, cubist Marvel heroes. Batman, Aquaman and others are being manufactured in small lots, because nothing attracts collectors like rare toys, but bright colors and strong die-cast construction also make them perfect for hours of playtime.
McFarlane Toys made their reputation with high-quality comic-themed collectibles, but their Sports Picks line of athletes has expanded to become one of their marquee lines. This year's Legends line offers famous basketball, baseball and football players in action, dunking, passing and diving for the ball. Each toy comes with a mounted wooden base, and the toys are manufactured of high-end ceramics, meaning they'll last long enough to become valuable collectors' items in the years to come.
Each brand is staying within the time-honored tradition of playable and collectible action figures and toys, but bringing new looks and names to the table. All of which means 2010 is guaranteed to rock the dollhouse.
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