Not Just For Grown Ups

ANCHOR LEAD IN:
WITH THE HOLIDAYS JUST AROUND THE CORNER, THERE'S A BUZZ BUILDING OVER THE MUST HAVE TOYS OF THE SEASON.
THIS YEAR'S CROP GOES BEYOND LASER-SHOOTING ROBOTS AND FOCUSES ON PINT-SIZED VERSIONS OF THE MOST POPULAR GROWN UP GADGETS.
BEFORE YOU MAKE YOUR SHOPPING LIST...HERE'S _______WITH A HEADS UP! ON THE HIGH TECH TREND THAT'LL HELP YOUR LITTLE ONES GET IN THE GAME....

NAT SOT Length : 01
Nat Sot/Phone

TRACK ONE Length: 07
CELLPHONES, CAMERAS, IPODS... FACE IT WE'RE ADDICTED TO GADGETS AND GIZMOS. AND WHAT GROWNUPS HAVE, CHILDREN WANT.

SOT
KEY @: 08 Chris Byrne, "The Toy Guy"
"The kids' world has always reflected the adult world."

TRACK TWO Length: 11
AND THAT'S WHAT THE TOY INDUSTRY IS BANKING ON ....INTRODUCING EVERYTHING FROM MP3 PLAYERS TO VIDEOCAMERAS FOR THE YOUNGER SET IN TIME FOR THE HOLIDAYS.
INDEPENDENT TOY CONSULTANT CHRIS BYRNE SAYS IT'S NO FAD...

SOT
KEY @: 22 Chris Byrne, "The Toy Guy"
"It's absolutely an exploding area of the toy industry."

TRACK THREE Length: 06
ARE THE TOYS HIP OR JUST HYPE? WE PROVIDED THE TECH-SAVVY ENLOE (Pronouncer: IN-low) FAMILY WITH A SAMPLING TO GET SOME REACTION....

SOT
Length: 01
"Isn't this cool?"

TRACK FOUR Length: 07
THE KIDDIE VERSIONS RANGE IN PRICE FROM 50 TO 100 DOLLARS...BUT ARE NOT MAKE BELIEVE...THEY'RE THE REAL DEAL...AND ACTUALLY WORK!

SOT
KEY @: 40 Chris Byrne, "The Toy Guy"
"The boundary between kids' electronics and adults' electronics is really disappearing."

TRACK FIVE Length: 09
PUSHING THOSE BOUNDARIES-- A PHONE FOR THE PRE-CELL CROWD, A PINT SIZED M-P-3, AND WALKIE TALKIES THAT ALLOW YOU TO TALK, TEXT MESSAGE, AND EVEN TAKE PICTURES.

NAT SOT Length: 01
"Say Cheese."

TRACK SIX Length: 04
FOR 75 DOLLARS, THIS KID-SIZED DIGITAL VIDEOCAMERA....

SOT
KEY @: 59 Stuart Enloe, Father
"It emulates his Mom cuz she's always behind the camera."

TRACK SEVEN Length: 02
EVEN APPEALS TO SOME ADULTS.

SOT
KEY @: 1:04 Shorty Enloe, Mother
"I would definitely use it to get, you know, the Kodak moment."

TRACK SEVEN Length: 07
BYRNE SAYS THE LOW PRICE POINTS ALLOW KIDS TO HAVE THE FULL HIGH TECH EXPERIENCE, WITHOUT BREAKING THE BANK, SOMETHING PARENTS APPRECIATE.

SOT
Length: 07(no key/ Shorty Enloe, Mother)
"He can get the same results I do and learn at the same time how to use them without breaking something that would cost a lot more."

TRACK EIGHT Length: 04
BUT THE TREND GOES BEYOND PRICE TO SOMETHING PARENTS SAY IS PRICELESS.

SOT
KEY @: 1:26 (quick) Stuart Enloe, Father
"It acclimates them into today's society."

SOT
Length: 02(Porter Enloe, 7-Years-Old)
"They're just really, really cool."

ANCHOR TAG:
IF YOU'RE WONDERING JUST HOW POPULAR GADGETS ARE WITH KIDS.... BYRNE SAYS A RECENT SURVEY OF 8 TO 11-YEAR-OLDS SHOWS MORE KIDS ACTUALLY ASK SANTA FOR CELLPHONES AND I-PODS THAN FOR TRADITIONAL TOYS.

SOURCE LIST

Christopher Byrne
Byrne Communications, Inc
200 Fifth Avenue, Suite 850
New York, NY 10010
(212) 647-8500
(917) 992-3263 (cell)
www.thetoyguy.com

Chris Byrne is an independent toy consultant and reviewer. He is editor of "The Toy Report" and a contributing editor for "Toy Wishes."