Quality and care are top concerns.

Better physical quality and higher "play" value are likely to be the factors for success in the crucial lead up to Holiday 2008, from comments made at the New York International Toy Fair earlier this year and among commentators more recently. Parents are seeking and finding toys that speak to their child's unique personality and interests - and they are likely to be looking for the sort of toys that add value and will be entirely safe.

"A toy or doll that has been individually designed or customised for someone special is destined to become their treasured keepsake," said Sheliah Gilliland, spokesperson for leading national online toy retailer eToys.com.

For example, the 23-inch personalised My Twinn doll is customised to look like the child who will receive it, using a photo which the purchaser provides. Children can even select matching outfits for the doll and themselves by visiting the website at mytwinn.com.

Also popular among girls aged three to six is the elegant Disney Princess: Enchanted Tales Throne. This toy is designed to address the child personally, with personal esteem and discriminating quality in mind.

A fun, personalised gift for young pet lovers aged three to eight is called the Puppy Grows & Knows Your Name. Children can name their "puppy" - an electronic mechanised plush dog that can be personalised on the computer and includes software. As the puppy actually grows, it learns to speak, can be taught its own name, as well as the child's name, its favourite place and birthday.

IlluStory, the multi award-winning activity kit, is a gift that allows youngsters to write, illustrate and design their very own professionally typeset, hardbound book.

For children who enjoy games on the Internet, there are several toys that provide innovative fun and, most importantly, ensure safe and secure computer play.

These include cuddly stuffed animals called Webkinz, Rescue Pets, My e-Pets and the Littlest Pet Shop. Each comes with an individual secret code that allows children to unlock their own virtual interactive world.

Online activities include games, educational trivia, building and selecting virtual rooms, and communicating with friends in a safe online space.

Taking cyberspace into outer space are Shining Stars. These plush toys include a secret code that allows aspiring astronomers to register and name a real star with the International Star Registry. Shining Stars also have a child-friendly website where children can get unlimited access to the virtual Shining Stars Web World.

Toys requiring input from the child are likely to be particularly well-received by parents. These include the Laugh & Learn 2-in-1 Learning Kitchen from Fisher-Price for six to 36 month-old toddlers. The toy includes alphabet learning, counting, sorting shapes and colours, as well as encouraging singing and learning different sounds.

Another of Fisher-Price's likely favourite toys is the Little Superstar Sing-Along Stage for babies of six months and above, aiming to promote cognitive skills and have fun at the same time.

As Hong Kong suppliers are becoming aware, there is an increasing premium on electronic add-ons to the play experience in toys, with producers and retailers also insisting on safety features and appropriate certification.

from Elsweet Rufino, New York Office

(Image courtesy of Mattel, Inc)