Fair features latest in hi-tech toys

A life-like toy golden retriever by Hasbro Inc and a joking, story-telling Elmo doll from Mattel Inc's Fisher Price line figure to be two of the year's hottest toys as the American International Toy Fair began on Sunday.

Buyers hope to pick the next hot toy at the fair, which drew an estimated 15,000 buyers from 7,000 retailers to various showrooms around New York.

The latest crop of toys on display at one of the world's largest toy fairs boasts more sophisticated technology.

The "technology is so much more advanced. The toys are becoming more life-like", said Jim Silver, publisher of Toy Wishes Magazine.

Hasbro - the world's second-largest toymaker behind No 1 Mattel - showcased Biscuit, a furry golden retriever toy that looks and feels like a real dog. It even responds to commands.

"It's like having a real golden retriever," Silver said. "The movement is life-like ... It's really scary that these items are becoming so ... real."

Fisher Price countered with Elmo Live, a plush doll that sits and crosses its legs while telling stories or jokes - much like a human.

"It's the next generation of animatronic technology," said independent toy industry consultant Christopher Byrne.

"It really feels like the character, whereas we've seen Elmos in the past that are just sort of 'watch me' toys." Toymakers are also aiming to profit off the soaring popularity of online-based toys like Ganz's Webkinz, Mattel's Barbie Girls, Hasbro's Littlest Pet Shop VIPs, and Jakks Pacific Inc's Neopets.

Children own the toy or stuffed animal, and can go online to play with electronic versions.

Ty Inc, the maker of Beanie Babies, is looking to recreate the Beanie Babies craze of the late 1990s with Beanie Babies 2.0., plush animal toys that come alive online.

"We're just probably going to see examples in every showroom of toys that work with the Internet across all kinds of properties," said Anita Frazier, an analyst with market research firm NPD Group.

"Kids are spending a lot of their time on computers and involved with the Internet. So I think we're going to see toy manufacturers capitalize on that trend."

Meanwhile, the death of actor Heath Ledger will likely boost demand among collectors for action figures based on his character in the upcoming movie The Dark Knight, Byrne said.

Ledger starred as the Joker in his final film, the latest Batman movie.

"It's the last movie. They should make hay with that."

Ledger, 28, died of an accidental overdose of prescription drugs in his New York apartment on January 22.

Agencies

(China Daily 02/19/2008 page16)