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Toy Play beefs up new scrapbook line with licenses

Scrapbooking has been gaining traction with the wee ones over the past 18 months or so and New York-based toyco Toy Play is keen to scoop up the kids share of this US$2.6-billion industry. To that end, the company is introducing kid-oriented scrapbooks to its arts and crafts line and is actively scouting for properties to make a market splash.
January 1, 2006

Scrapbooking has been gaining traction with the wee ones over the past 18 months or so and New York-based toyco Toy Play is keen to scoop up the kids share of this US$2.6-billion industry. To that end, the company is introducing kid-oriented scrapbooks to its arts and crafts line and is actively scouting for properties to make a market splash.

‘We think this category is very stale,’ Jonathan Breiter, senior VP of Toy Play’s parentco The Betesh Group says. ‘We want to stir things up.’ And the company is taking this new tack by creating user-friendly all-in-one kits, jazzing up the packaging and stepping away from a standard stationery look.

For example, Toy Play’s first licensed offerings – the SpongeBob SquarePants and Dora the Explorer Scrapbucket Kits – come in half-gallon paint cans (US$12.99) and will hit retail this June. They each hold a mini scrapbook album, journal tags, printed photo corners, bamboo frames, printed and colored papers, stickers, glues and pens for kids ages four to eight.

The upcoming Nickelodeon line will also include a Travel Scrapbook Kit (US$4.99), so instead of contending with unwieldy scissors and tape in a car or on a plane, kids can easily handle the self-adhesive stickers and papers. On the higher end, there will be a Musical ScrapBook Album (US$19.99) that plays the property’s corresponding TV theme song when it’s opened up.

Given the extensive marketing and PR support larger licensors bring to the table, Breiter is eager to add more big media properties for the preschool and six-to-11 set. He wants to find at least three more licenses to beef up the line over the next 12 months. And to help drive growth at retail for the new scrapbooks, Toy Play has hired former Rose Art Industries executive Michael Lugo as its VP of sales to cover the North and Central American markets.

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