NEW YORK - From Mattel's "Puppy Tweets" linking pets to a Twitter feed to biodegradable nursery toys, toy makers are focusing on fun technology and green materials to win sales in 2010. The top US toy fair kicks off in New York on Sunday, with an eye to selling retailers on the best playthings for the year. With the country slowly emerging from recession, toy makers will still focus on value, experts say. "There isn't a sweet spot per se. The emphasis is on value more than price," said NPD analyst Anita Frazier. "You will see the manufacturers emphasize how much play time or value the kid gets out of the toy and then talk about the amazing price associated with that play value," she said. US toy retail sales fell less than 1 percent in 2009 after a disastrous 2008, while the recent holiday quarter saw unit sales rise nearly 4 percent over the prior-year period, according to market research firm NPD Group. Toy makers will pull out all the stops to keep that momentum going. Industry leaders like Mattel are focusing on new links to technology, such as a sound and motion sensor called "Puppy Tweets" that attaches to a dog's collar and posts to a Twitter account in the pet's name. Smaller rival Hasbro is putting a twist on the classics, like a new Scrabble word game that lets players shuffle electronic cubes rather than using wooden tiles on a game board. Scrabble Flash Cubes contain "Smart Tile Technology" which recognizes words formed when the letters are placed side by side and keeps score of correctly spelled words. Hasbro is also celebrating the 75th anniversary of Monopoly by relaunching the game with a round playing board and an electronic console that features sound effects and song clips including "Celebration" by Kool & the Gang and "Drive My Car" by the Beatles. US-based Wowwee will tout "Paper Jamz," an electric guitar made of cardboard that produces music from touch-sensitive electronic sensors hidden under its surface. The tech-savvy emphasis is here to stay as toy makers benefit from linking an established brand name to newer technologies like social networking, already popular among children, said Elizabeth Komes, Associate Publisher of Playthings Magazine.
