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Toy Fair 2010 

Welcome to Toy Fair, 2010!



My favorite part of Toy Fair is also what makes me glad that there are still physical 'brick and mortar' book stores: that you often end up finding things you never knew you were looking for. Every year I hope to stumble upon a company that embodies that ideal - a cool product that is in some way something new that I've never seen or heard of before. This year, Shidonni is that company.

They are based in Israel, so traveled a long way for the show, but were exited to demo their product. They have software that allows kids to rapidly and easily design their own virtual world and animal, and animate it with intuitive and fun tools. The really brilliant twist, however, is an additional service that they have just started providing several months ago. They will create a hand made, one of a kind plush animal based on the design that was created in their software. Now a child can have a physical animal that they themselves designed, and that was handmade by skilled craftspeople just for them, shipped in a special container with remarkably fast turnaround and at what is honestly a very reasonable price.

This is a simply fantastic idea. I would have loved this as a kid with my huge stuffed animal collection - heck I love it now - and they are executing it wonderfully so far. It does feel like one of those things that might have trouble scaling, but I think that for the volume of sales they would aim for, that they will be able to keep up through moderate and planned growth of their production facility. I am certainly always saying that the demands of mass production are resulting in the low quality of product these days, so this handmade trend is a welcome sight. It was a real pleasure to meet with the CEO of this innovative company, and I wish him and his idea all the best in 2010.
Product Images:
Shidonni Shidonni
Shidonni Shidonni
Shidonni Shidonni
Shidonni Shidonni
Shidonni Shidonni
Shidonni Shidonni
Shidonni Shidonni

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Toy Fair 2010 

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