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NEW YORK -- The team behind the original Furby -- the must-have toy of 1998 that led to fist fights in store aisles -- had high hopes of recreating another big toy bonanza this year with a musical playmate called iZ, launched with big marketing fanfare.
The verdict? So far, iZ has generated strong sales this holiday season, but it's not creating the frenzied excitement that its marketers had hoped for. Maybe that's OK, given that gadgets like iPods have replaced toys as the new cultural phenomenon.
"The hot things always reflect the culture at large and right now, gadgets and tech are where it is for adults so it is natural that is where kids' aspirations would be," said Chris Byrne, an independent toy consultant.
The tale of iZ shows how difficult it is to create the one must- have toy of the season -- no matter how much sweat and hard-core marketing tactics are invested. It also highlights how hard toy marketers have to work to come up with an electronic toy that will catch the attention of children, who are more interested in iPods and other adult gadgets.
"I don't think you can create the one hot hit anymore. The consumer is educated better than ever before," said "One toy doesn't fit all sizes."
The first toy from new company Zizzle LLC...