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To: Steve T who wrote (9663)	2/9/1999 1:00:00 PM
From: AreWeThereYet	Respond to of 14266

In Search Of 1999's Hot Toys PAUL KANGAS: The toy industry isn't just child's play. It's a $22 billion business. We're reminded of that again today as the International Toy Fair kicks off in New York City. As Erika Miller reports, all kinds of companies are trying to launch the hot toy of 1999. ERIKA MILLER, NIGHTLY BUSINESS REPORT CORRESPONDENT: What's old is new again at this year's toy fair. Star Wars action figures are expected to take the industry by storm. Unfortunately Hasbro (AMEX:HAS) would only show us one of the new characters from the upcoming film Phantom Menace . Analysts expect Star Wars merchandise to earn over $2 billion of the $22 billion domestic toy industry. ADAM KLEIN, GLOBAL MARKETING PRESIDENT, HASBRO: I think there's going to be a stronger year than last year. When you have a major property like Star Wars driving, it lifts the whole industry. MILLER: And then of course there's Barbie, who's turning 40. Mattel (NYSE:MAT) expects she will regain her luster after a 14 percent decline in sales last year. SEAN FITZGERALD, VICE PRES., CORPORATE MARKETING, MATTEL: We're trying to position Barbie more as a lifestyle brand rather than just a doll brand now, something you can carry through with you for many years, other than just your early years. MILLER: But it's not just old favorites that are expected to be hot sellers. Some of last year's biggest winners are back again, this time with a twist. Teletubbies were last year's number one soft plush toy. This year Hasbro is introducing a new tummy surprise variety. And Furbies are sporting new fur patterns. There are also new offspring. Despite the high hopes for tried and true toys, analysts say much of the outlook for the sector hinges on electronics. SEAN MCGOWAN, TOY ANALYST, GERARD KLAUER MATTISON: Increasingly technology is becoming more affordable and becoming more of a lifestyle of young kids who play games and toys. I think the video game business will have a record year. MILLER: Intel and Mattel are offering a digital camera that allows you to play video games with yourself as the star. They are also launching this digital microscope which can magnify insects among other things. Our poll of analysts expects the toy sector to take high single digit growth. MCGOWAN: It's a relatively mature business in the U.S. you have some demographic growth, you have some consumer spending growth, but countering that is the fact that kids are kind of migrating out of the toy industry at an earlier age. MILLER: But if manufacturers can come through with another hit, kids of all ages are sure to want to play. Erika Miller, NIGHTLY BUSINESS REPORT, New York. nightlybusiness.com