By Michael Avila
Special to DNAinfo
HELLS KITCHEN — Superheroes and children’s icons were the star attractions at the 2011 Toy Fair, the annual toy industry showcase that kicked off Sunday at the Jacob K. Javits Center in Hell's Kitchen.
The aisles inside the fair were packed with booths displaying a colorful assortment of toys, including action figures, board games and plush dolls as industry insiders looked over a vast selection of marketing possibilities.
Some movie-related toy lines drew an early buzz, including Hasbro’s offerings for "Transformers: Dark of the Moon." A full-size Optimus Prime semi was parked outside the company’s private showroom on 41st Street. Inside, industry pros and media representatives got the first look at Sentinel Prime, a new character being introduced in the blockbuster franchise's third film, due out this summer.
In a nod to the burgeoning 3-D film market, the company introduced a Transformers 3-D mask. The $9.99 mask will allow children to watch 3-D movies in super fan style, without using the clunky glasses typically handed out at movie theaters.
The variety of superhero toys also grabbed a lot of attention at the Toy Fair.
The Warner Bros. Consumer Products Division unveiled a mountain of merchandise tied to the company’s big summer blockbuster, "Green Lantern." Action figures of various sizes, board games, as well as collectible movie prop replicas were on display.
And Marvel, which is now part of the Disney corporate family, had a good share of products for its two big films this coming summer: "Captain America: The First Avenger" and "Thor." In addition to the standard action figures and accessories were the Captain America Shield and Thor’s Hammer.
The Justin Bieber “Real Hairstyle” doll from Bridge Direct could be a big hit with the teen sensation’s massive group of fans, provided they haven’t outgrown their obsession by Christmas. If not, there is also a Rockin’ Tour Bus playset available as well.
In the never-ending search for a novelty hit, one company is turning to politics for inspiration. Throttle Necks is offering up dolls in the likeness of President Barack Obama, Nancy Pelosi and former Alaska Governor Sarah Palin. Each doll contains a sound chip that plays familiar gaffes uttered by the political figures.
One of the most enduring toy companies, LEGO, had a number of products on display but also faced stiff competition.
Hasbro unveiled its new KREO line, their version of building blocks targeted squarely at the LEGO audience. The KREO line of toys is launching with a Transformers-themed version.
Laser Pegs is also releasing its own spin on building blocks. The company boasts the only light-up construction sets in the world.
One of the biggest challenges facing the toy industry is how to keep an established toy property fresh. Colorforms, for example, is marking its 60th anniversary by introducing several versions featuring licensed characters, including Green Lantern.
Monopoly LIVE and Battleship LIVE have modernized the classic boardgames by adding high-tech upgrades such as infra-red cameras embedded into the game board. The cameras track players' hand movements and even keep score.
Star Wars remained a strong force at the fair. Aside from plastic-handled FX Lightsabers and the Republic Attack Shuttle based on the popular Clone Wars cartoon series, the Star Wars license will also include a Darth Vader CD Boombox from Jazwares. Also turning heads was a Transformers Darth Vader figure, a mashup with the potential to be a crossover hit with two devoted fanbases.
In addition to new roll outs, were a number of toys and collectibles based on classic movies and television shows. Anything with nostalgic value seemed to have licensing potential, as evidenced by the fact that the Javits Center floor was littered with obscure offerings including puppets based on Jim Henson’s 1980’s show "Fraggle Rock." There were also high-end collectibles aimed at fans of "Ghostbusters," "The Terminator" and of course, "Star Trek."
Then there were the familiar toys on the comeback trail. With a 3-D film due in August, "The Smurfs" were unavoidable at the Toy Fair. Figurines, plush dolls, books and board games featuring the popular Belgium characters were on display as Sony looked to spark a Smurf revival.
"Thundercats" and "He-Man" also turned heads at the show, proving once again that when it comes to nostalgic appeal, the 80s continue to have no peer.
The New York Toy Fair runs through Wednesday at the Javits Center. It is closed to the public.
