July 2009 New Specialty Toys — All

Baby can take the wheel with this key set. A black-and-white-striped “key chain” holds the three keys in tonal colors — colors close to each other on the color wheel — to help improve baby’s visual acuity. The keys offer raised ridges, bumpy dots and key-shaped indentations to encourage tactile exploration. A variety of dynamic car sounds can be heard when baby pushes the three colored buttons on the key chain. The keys also make clacking sounds when shaken. "This toy offers visual, auditory and tactile stimulation and encourages baby to engage in pretend play," Peggy Barrett, PR consultant at Barrett Marketing Communications, told TDmonthly. Launch date: July 2009.

The Wild West Bench Seat With Storage features a nostalgic western town seat back design that includes star finials, a "Good Guy" and a "Bad Guy" on horseback that spin, and a toy store with doors that open and close. Toys can be stored by lifting the bench seat or sliding the toy barn door open at the base, and driving or riding toys or animals in. The bench seat closes with a slow-closing metal safety hinge. Launch date: June 2009.

The Wild West Rocker features a "Good Guy" photo frame in the rocker seat back, where the consumer can place a 4" x 6" photo of any little dude. The top of the seat back has spinning beads, two cowboys on a horse, and a bag of money that spins. Underneath the seat is the company's signature understamp that can be used to personalize the rocker for the child. A photo greeting card is included so the child can say thank you. "Our rockers are designed as a rocker, and with fun things for children to play with and discover as they rock," Cheryl Batzing, PR director for Levels of Discovery, told TDmonthly. Launch date: June 2009.

In true DK Publishing style, the Visual Dictionary is designed to elucidate, illuminate, and excite even the most discerning LEGO, Star Wars, and minifigure fans around the world. Darth Vader, Boba Fett, Yoda, Luke Skywalker and others are brought to life with dozens of little-known facts and hundreds of photos, as are accessories, vehicles, weapons, and even the Death Star. Kids and adults can learn about the history, manufacture and construction of the minifigures of the Star Wars Universe, and come away a Lego Jedi Master. "LEGO and Star Wars are two of the world's most well-recognized and successful franchises, and have been collaborating since the 1998 release of the first LEGO Star Wars minifigures," Jenna Banks, director of sales for EE Distribution, told TDmonthly. Launch date: July 31, 2009.
— "LEGO Star Wars — we just blew out of those," Bill Sartain, co-owner of Tutoring Toy in Salt Lake City, told TDmonthly, citing sales of about 50 of these books a month in late 2009. Two of 44 specialty retailers named this title when discussing best-selling books.

Tail Wags helmet covers are designed to fit over all makes and models of bike, ski, snowboard, toboggan, skate and equestrian helmets. They come in more than 35 animal character designs. Tail Wags was a 2008 JPMA finalist and received a 2009 iParenting Media Award. Launch date: June 2009.

Parents may indulge their child’s imagination with this enchanting unicorn helmet cover, designed to encourage kids to wear their safety helmet. Tail Wags helmet covers are designed to fit over all makes and models of bike, ski, snowboard, toboggan, skate and equestrian helmets. They are available in more than 35 animal character designs. "Tail Wags helmet covers uniquely fit over all safety helmets, thereby, making it an ideal all-year-round product," Karyn Climans, owner of Tail Wags Helmet Covers Inc., told TDmonthly. Launch date: June 2009. Tail Wags was a 2008 JPMA finalist.

Tail Wags helmet covers are designed to make it fun for kids to wear their safety helmets. They are made to fit over all makes and models of bike, ski, snowboard, toboggan, skate and equestrian helmets, and come in more than 35 animal character designs. Tail Wags was a 2008 JPMA Finalist. Launch date: June 2009.

Bright, bold colors, high contrast, symmetrical animal faces, and real-life photographs of people baby loves make these photo blocks an ideal toy to stimulate baby’s visual development. The set has four blocks that stack to make a house. There are two cubes, a rectangle and a triangle for the roof. "Babies love to look at faces, even as newborns, so these lightweight photo blocks will capture even the youngest child’s gaze and imagination," Peggy Barrett, PR consultant at Barrett Marketing Communications, told TDmonthly. Launch date: July 2009.

These books are filled with bright, bold images and made from sturdy “wet-proof” material designed to stand up to eager hands, teething and readers who drool over the pages. The colors, geometric designs and symmetrical elements can calm baby and help little ones focus. The words imitate baby’s first babbling sounds, including “baba,” "dada” and “mama,” and encourage baby to experiment with language and refine his skills. A soft, plush block featuring images from the books reinforces the sights and sounds. "Engaging baby early in language is fundamental, as both communication and language development are significantly shaped by experiences. By 9 months of age, babies can recognize specific words up to two weeks after hearing them read repeatedly from a storybook," Peggy Barrett, PR consultant at Barrett Marketing Communications, told TDmonthly. Launch date: July 2009.

Santa's biggest secret is revealed in The Elf on the Shelf: A Christmas Tradition gift set, with a North Pole pixie-elf (available with light skin or dark skin and dark eyes, as pictured), a hardbound children's book and a keepsake box. Launch date: October 15, 2009.
— Owner Diana Nelson of Kazoo & Co. in Denver told TDmonthly in fall 2009 that her store sells about 36 Elf on the Shelf sets per month.

The original Scout Elf Skirt is a dazzling ice-white, pleated skirt, sure to please the most fashion conscious female scout elf. Beautifully embellished with holly berry red snowflakes, this skirt will make your girl elf outshine the stars this Christmas season. Simply place the skirt where your elf can see it and she’ll fly into it during the night. One size fits all.
— The Claus Couture Scout Elf Skirt is deceptively simple. At first glance it may appear to be some simple scraps of cloth. Diana Nelson, owner of Kazoo & Company in Denver, was skeptical when she first saw it, but overwhelming sales erased her doubts and made her regret her reduced order of the item. Parents who have experienced the magical tradition of The Elf on the Shelf know that the watchful gaze of the elf can transform misbehaving children into angels. Similarly, the Claus Couture Scout Elf Skirt transforms a generic elf into a fashionable female elf. More important, it can transform a sale, adding another item to a purchase or even encouraging customers to buy a second so their boys and girls can each have an Elf on the Shelf.

This large, soft-framed, true-reflection mirror is designed to encourage baby’s developing vision by providing a sight pleasing to baby — the human face. Framed in a bold geometric pattern, the mirror can be hung from crib rails at an angle so that a newborn can gaze into it while lying down, or it can be attached flat against the rails to accommodate a sitting baby. It also stands on its own outside the crib, providing tummy-time enjoyment or entertainment. The symmetrical bee has bold, high-contrast stripes. A red, black and white ladybug provides high contrast visual stimulation and includes a tracker ball in its center to aid in the development of visual perception. Textured leaves attached to the bottom edge offer peek-a-boo play as baby lifts them to find geometric patterns underneath. "Although babies have limited vision at birth, they show a clear preference for bold patterns, bright colors and faces. This mirror is well-suited to provide just the right amount of stimulation without overwhelming baby," Peggy Barrett, PR consultant at Barrett Marketing Communications, told TDmonthly. Launch date: July 2009.

When these four soft farm friends are bopped on their heads, they make music and animal sounds. Each animal has its own song, so when baby hits one and then another, the music changes. The hook-and-loop straps can be wrapped around a stroller bar or carrier handle, or attached to a car's headrest or a crib rail. The Fun Farm Activity Bar is for children ages 3 months and up. Launch date: 2009.

The Spintacular Play Center attaches to smooth surfaces with strong suction cups, making it usable on highchairs and stroller trays. Featuring five spinning balls and three spinning bug-beads, the Play Center also includes a top piece that clicks as it spins, and a center wheel that climbs up and down the center pole as it turns. The Spin-tacular Play Center is 100-percent kid-powered, with no batteries required. "The kid-powered characteristic of this table-top-friendly toy allows for children to explore their own ability to create fun," Nicole Tiedemann, PR account executive for International Playthings, told TDmonthly. Launch date: 2009.

This 12" polar bear is filled with 100-percent natural wheat and dried lavender, and after two minutes in the microwave is a warm buddy to take to bed. He is designed to stay warm for at least an hour, and may remain warm all night if snuggled under the covers. "The polar bear can be microwaved thousands of times," CEO Ruth Hamilton of Pritty Imports told TDmonthly, "and his aroma is designed to help kids naturally fall asleep." Launch date: June 2009.

This 12" cow is filled with 100-percent natural wheat and dried lavender, and after two minutes in the microwave is a warm buddy to take to bed. He is designed to stay warm for at least an hour, and may remain warm all night if snuggled under the covers. "The cow can be microwaved thousands of times," CEO Ruth Hamilton of Pritty Imports told TDmonthly, "and his aroma is designed to help kids fall asleep naturally." Launch date: June 2009.

The company's longtime sweetheart, the Press 'n Dress Doll & Outfit Collection, is available in an embroiderable carry case for personalization. Developed from the concept of paper dolls, each interchangeable cloth outfit has secure Velcro® backing so kids can just “press to dress.” The product is tested and certified safe for all ages, and is designed to develop role playing and social skills. "Press ‘n Dress is absolutely perfect for the little girls who have not yet developed the small motor skills to dress and undress a traditional doll," May Grant, director of communications for Pockets of Learning, told TDmonthly. Press 'n Dress has received the following awards: Dr. Toy Best Vacation Toy in 2000; National Parenting Publications (NAPPA) Honors Award Winner in 2002; and a TDmonthly Top Toy award in 2008. Launch date: June 2009.

BathKiddy is for both bath and pool time. Assorted small bath toys, bath stickers and even a magic washcloth are all packaged in a mesh bag that allows water to drain off the toys.  It packs easily in a suitcase and there is enough room in the mesh bag to pack shampoo and soap.

The PocketKiddy is a smaller version of the TravelKiddy for the purse, diaper bag or pocket.  It contains crayons, mini activity book, stickers and more. Minor mishaps are no problem as wipes, tissues and bandages are included.

Similar to the TravelKiddy for ages 6 plus but with activities selected for the younger user.  Designed to keep the young kids occupied during the long car rides and plane trips. Wipes, tissues and bandages are included in every TravelKiddy to take care of minor mishaps along the way.  Included also is a foam core board so there is a hard surface on which to color or do crafts.

Contains age appropriate crafts, stickers, activity books, 3-d puzzles, small toys, crayons in a durable container, doodle pad, pencil, tape measure, pre-stamped design-your-own post cards and more.  Each easy to carry, durable bag is designed to provide over 7 hours of entertainment. The return kit is separately packaged so the TravelKiddy can be refilled with new toys, crafts and activities for the trip home.

This colorful stack and play puzzle combines together to form Noah's Ark. The Ark breaks up into 13 layers, 12 of the layers acting as different levels of storage for the different plastic animal figures residing within them. Each layer of the ark have special spaces to hold each individual animal figure in place. 21 pairs of animals as well as two human figurines are included. Animals include giraffes, pigs, birds, horses, rhinos, and dogs. This product received a 2009 Tillywig Brain Child Award and Sterling Fun Award, as well as a 2009 Seal of Approval from The National Parenting Center.

Past Videos:
Product Demonstration

These floppy chenille-type bears are a great start to Baby's classic teddy collection.

A set of six pastel maryjane socks comes in a gift box.