APPLE COMPUTER MOVING INTO TOYS
By Adnews Staff
Toy Biz of New York and California-based Apple Computer are teaming up to bring out a line of toys described by the companies as "electronic learning aids." The first six or seven products in this Apple For Kids line will hit store shelves in North America next year, Toy Biz executive vice-president Andy Gatto told Adnews this week. He said whatever company gets the Canadian distribution deal will be responsible for hiring an agency to place advertising in Canada. Grand Toy of Montreal is the Canadian distributor for current Toy Biz products. Prism Communications in Toronto handles the media buying for Grand Toy. U.S. creative will be exported to Canada. Toy Biz hasn't decided yet whether it will have advertising for the new products done by its current agency, Barenter, Greenhouse & Webster of New York, or if it will hire a new shop. Toy Biz will develop, manufacture and distribute the learning aids, which will carry the Apple logo. Apart from video games, electronic learning aids are expected to be the primary growth area in the toy industry, according to the 1995-96 edition of the Toy Industry Fact Book. Toy Biz develops, markets and distributes new and traditional toy lines. It also sells toys and multimedia products under licence from companies such as Marvel Entertainment Group, Gerber Products Co., Sony Wonder, Henson Productions, MCA/Universal and Saban Entertainment.