11/07/2024
by Victoria Ritter
Marvelous things are brewing at Fantasma Toys. The company’s products – which span from magic sets to science kits and tactile products – are designed to aid children’s cognitive and social development.
Fantasma Toys sets itself apart by its play value, age appropriateness and integrity. One question that is constantly at the back of CWO (Chief Wizard Officer) Roger Dreyer’s mind is how to keep products fresh and different.
“From my magic performance background, how do we provide entertainment, social skills building and critical thinking in a magic set?” Dreyer said. “From a manufacturing point of view, how can we engage the consumer in such a way that it never gets old and they continually grow and share it with others?”
Learning through prestidigitation
Geared for ages 5 and up, some of Fantasma Toys’ offerings are specifically made for different age ranges. “Even if it’s a toy for our youngest magicians, the real magic is that using it can bring the family together and gets everyone involved,” Dreyer said.
Fantasma Toys began with magic-based toys. One of its most popular products is the Official Magician’s Case; with more than 200 tricks inside, it’s “a magic show wherever you go,” said Dreyer.
The company strives to ensure it provides tricks that are sophisticated, yet easy to perform. “We’re using our magic creativity to engage the consumer, especially the kids – who are really, really smart these days,” he said.
From magic, Dreyer branched into STEM toys, seeking to cover every aspect: science, technology, engineering and math. The team works with scientists from major universities to analyze the toys and kits to make sure scientific definitions are correct. They also regularly consult a child development expert from Columbia and Yale universities to ensure Fantasma Toys’ toys align with kids’ interests and needs.
Currently, the STEM Illusionology Set is a big crowd-pleaser. However, Dreyer is looking forward to a pending Disney Sitch Experiment 626 Magic Science kit – Fantasma Toys has licenses with Disney and Marvel, among others. “Fantasma has forecasted that it’s going to be the biggest boost in science set appeal since the days when Star Wars revolutionized science toys,” Dreyer stated.
Fantasma Toys also offers a selection of slime under the Concoction Factory brand that is stretchy, but not sticky. Popular slime products include Pizza Party Slime, Sweet Treats and BubbleGum Blast Slime, which are also among Fantasma Toys’ newest offerings. The company’s Marvel license allows for incorporating characters such as Spiderman and Venom with the product. “We take capturing the character’s integrity very seriously,” Dreyer stated.
While some slime products are just the substance, others include collectable charms that are hand-tooled and -painted. “With slime, we recognize that kids are looking for a tactile aspect, scent, unboxing and mystery,” Dreyer said.
The company’s newest venture is puzzles. Dreyer noticed how consumers’ interest in puzzles rose during the pandemic. With puzzle sales dipping in the last couple years, he wanted to reinvent the puzzle experience. Products include the patent-pending Jigpetto puzzles that come with a frame and movable pieces to “bring the puzzles to life.”
“To us, it’s a magic show production. Whenever we produce an item, it’s like putting on a magic show,” Dreyer said. “We consider how retailers can capitalize on our education and how to engage the customer.”
Fantasma Toys has several distinctions under its belt. It received the Toys R Us Vendor of the Year award and is the only manufacturer to be endorsed by the International Brotherhood of Magicians. Nevertheless, Dreyer doesn’t want to lose sight of having fun.
“We like to have fun with our retailers, and we want our retailers to have fun with their customers,” he observed. “There’s a lot of things that people could be selling, but nothing can be more fun than educational toys – if they’re done in the right way.”
Enchanting encounters
Dreyer’s interest in magic began when he was 11 years old. After confiding to his grandfather about classmates cheating him at cards, Dreyer’s grandfather took him to a magic store. Looking back, Dreyer likened the experience to walking into a Disney theme park. Shortly afterward, he began performing magic tricks professionally on TV and around the world.
“I was hooked on the world of magic,” Dreyer said. “Magic builds a child’s self-confidence and it is proven to improve hand-eye coordination and public speaking.”
Practicing magic opened several doors for Dreyer. It got him into holography, and in his 20s Dreyer got a contract with Disney to make holographic watches for Disney’s Fantasia’s 50th anniversary. Today, it has a pending contract with Disney to produce a magic set for Fantasia’s 85th anniversary.
Magic was a gateway to the specialty toy industry. Dreyer sold his watch company to Foster Grant and founded Fantasma Toys in 2001. “There was a void in the marketplace in the early 2000s for people that understood magic and toys,” Dreyer explained. “By understanding the history of toys, I know what was done in the past that worked and look to what we can do today.”
Fantasma Toys distributes through sales groups including Toyology on the West Coast, Enchanted Moments on the East Coast, TOTALToys in the Midwest and Teri Young in Texas, reaching several thousand independent retailers. The company also exhibits at rep shows, NY Toy Fair, Toylanta and ToyFest.
Dreyer explained he has certain SKUs that are unique to each retail demographic; of its roughly 200 SKUs, at least 150 are available for specialty retailers. However, he and his team will treat an independent toy store the same way they would treat a larger retailer.
When it comes to selling Fantasma Toys, Dreyer encourages retailers to let his company help make experiences at specialty toy stores just as special as his first foray into a magic shop. Fantasma Toys can assist by talking with reps and providing free demos and giveaways for events specific to magic, slime, puzzles and STEM.
“By being a children’s entertainer when I was younger, magic allowed me to think how we can entertain the consumer and how the consumer can entertain their friends and family,” Dreyer stated. “That’s one of the key aspects of Fantasma: having a magical creativity. Having a magic mentality has allowed us to be a significant toy company in the specialty market.”
Read the full article here: https://edplay.com/lets-make-some-magic/
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