Fast Fun: The New Fashion in Toys

The Wall Street Journal: “Hasbro Inc., Mattel Inc. and other companies are rushing to collapse production times and capitalize on fast-moving trends such as slime-making kits, and viral videos that can spawn new games and toys. The goal is to spot ideas and get products in stores in a matter of months instead of the following Christmas. Toy companies need rapid turnaround times if they are to profit from these trends, which spike and dissipate quickly. Copycats, usually smaller manufacturers, also can quickly crowd the market.”

“In a sense, the companies are lifting from the playbooks of fast-fashion retailers such as Zara and Forever 21, which can churn out new coats in just 25 days … Mattel has carved out a team of fewer than 10 executives, including toy designers and manufacturing experts, to develop toys that match up with larger trends in the industry. Mattel Chief Executive Margo Georgiadis said in an interview Friday that she gave the team three months and a ‘next to nothing’ budget to create a few ideas to pitch at a January toy fair. Those items, including a plush toy, are expected to be sold later this year.”

“Hasbro last year established a similar team, called ‘Quick Strike,’ hoping to turn social-media trends into marketable products. The maker of Monopoly and Nerf guns has come up with several games inspired by viral videos.”


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