Favorite toys undergo change to stay popular

Local and national toy experts say an increasing number of toy-buying consumers are searching for something extra in a crumbling economy. That means it's more important than ever for aging toy brands to keep reinventing themselves.

Barbie, Pinocchio, SpongeBob SquarePants and the Teenage Mutant Ninja Turtles are among the toys celebrating major anniversaries this year. All are expected to undergo makeovers, new marketing campaigns or other gimmicks aimed at seizing the attention of another generation of fans. Mattel officials earlier this year likewise launched plans for a new version of Dora the Explorer - a slightly older, slightly more feminine Dora that's intended to appeal to pre-teen Hannah Montana fans.

It's called "age compression," said Zack Oksendahl, assistant manager of the Toys "R" Us in Des Moines, Iowa. What it means is children who are bombarded by more cartoon television than their parents ever dreamed of are simply growing up faster and outgrowing their toys more quickly.

"Kids are changing," Oksendahl said. "I think it's a lot harder for brands to compete for their attention."

Gareb Shamus, publisher of Toy Wishes magazine, said retailers loath to take chances in a troubled economy naturally are drawn to established brands like Barbie, who turns 50 this year, and SpongeBob, who turns 10.

Barbie kicked off a yearlong celebration earlier this month with a new commemorative version that briefly sold for the 1950s price of $3. SpongeBob will celebrate his birthday with commemorative Play-Doh set and by moving to special promotional space on the shelves at Wal-Mart.

"In order for these brands to stay relevant, they constantly have to keep generating products that make them stay relevant," Shamus said.

"In this world, everybody is thinking of every possible way that they can leverage their franchise or their brand or their product in a way that makes a great product for kids," Shamus said. "The more visibility a product has (through a known franchise), the more comfort people have knowing that their child is going to enjoy it, the more likely that product is going to be purchased."

That's also why Mattel this fall will launch a second version of Dora the Explorer via a series of interactive dolls that slightly age the preschool icon to make her more appropriate for girls ages 5 to 8. The move initially backfired when a silhouette of the new character released this spring - with shorter skirt and longer hair - sparked concerns among parents that Dora was being "trampified."