Back to the Future

Playtime is getting techie.

At the American International Toy Fair in New York in February, brands were out in full force with gadgets sharpening traditional playtime with an electronic edge.

Not surprisingly, youth electronics jumped last year to about $632 million, a 22% over 2005, the largest increase in the top categories, according to NPD Group Inc., a Port Washington, N.Y.-based research company.

Technology has even found a home in traditional role-playing. Bandai America Inc. is rolling out its Mega Mission Helmet for the Power Rangers' brand that sends kids online for secret missions.

Kids can download three-minute long missions from www.Bandai.com into the toy's USB drive, giving them “a whole new level of fantasy play,” says Matthew Golding, director of marketing for Bandai America. “It helps extend play beyond what a normal toy can do.”

To promote the $49.99 toy, which hits retail this fall and commemorates Power Rangers 15th anniversary in the U.S., Bandai will launch a multi-city tour this summer in more than 30 markets. The Mega Morphin 15 tour will feature costumed characters, themed activities, interactive displays and giveaways.

It's not all about shiny gadgets. Some toy manufacturers are resorting to some of the old favorites — with a new twist.

Take the famed Rubik's Cube. Rubik's Revolution from Techno Source puts an electronic spin on the 1980s classic. It comes complete with lights, voice and sound effects. The toy launches in August for $19.99.

To support it, Techno Source has kicked off a Web campaign at RubiksRevolution.com. On the site, fans are asked to join the revolution and begin “training” with an interactive video filled with hand and mind exercises. Not only that, consumers can enter online to win an electronic cube through June 14.

Even Hasbro's classic Mr. Potato Head got a facelift. The toy is back with a new look tied to Sony's Spider-Man III, complete with Peter Parker paraphernalia and a Spider-Man skin. Spider Spud hits stores this month, two months before the film opens in theaters.

While Hasbro's promotion spending is roughly level with last year, the company considers the tactic an important tool, Duncan Billing, chief marketing officer for Hasbro, says. What moves the needle for the brand? Usually a big splash in-store tied to a PR push.

“We like promotions that really translate at retail,” he says. “It's always a part of our marketing mix.”

Toys tying in with television shows and movies remain a cross-promotion constant.

For example, Pressman Toy takes Cartoon Network's Ben 10 property to life in a new DVD-based game in March. Funbrandz is launching four DVD games based on Shrek the Third movie, due in theaters May 18. The series includes a party-style game, princess club, pick-a-pair and castle races DVD titles.