Backstory: Classic toys 'R' still us

"The basic toys never go away because the basic ways in which children need to play - and will play - remain," says Joanne Oppenheim, of Oppenheim Toy Portfolio, an independent review of children's products."A lot of the high-tech toys have a lot of bells and whistles, but they sometimes lose their novelty. And the toy industry has made a lot of them that are too bossy, that tell kids what to do. Fortunately, we're seeing less of that now."

Here's an example: "Amazing Amy" - the electronic wonder-doll that says "over 10,000 adorable phrases" - may be the latest rage for little girls 3 and up (not to mention making the Chatty Cathy of my day seem like a monosyllabic cave girl). But it's traditional dolls that have been quietly raking in profits. Sales of the classic "vanilla-scented" - and quiet - baby doll made by the French company, Carolle, rose 50 percent in the past year. Which might be attributable to such Amazing Amy Internet parent reviews as "frustrating and demanding," "Amazing - or Annoying?" "Irritating Amy!"

Other companies that have focused on traditional basics like balls, bats, rackets, and bubbles are making record profits, too. Although, many specialize in the classics with a twist, like "Doinkits!" - balls made of space-age material so light and springy they ricochet with amazing speed.

"It's high-tech material with low-tech toys," says Mark Rappaport, president of Marky Sparky, Inc. and inventor of such breakthroughs as the Nerf Foam Missile Arrow. In the past year, their profits soared almost 160 percent.

"We play on the emotions and the feelings of kids," says Mr. Rappaport. "Our toys don't light up, and the only noise they make is the kids going, "Uuugh! ouughh!" (That's the sound of helpless lunging for the Doinkit!.)

And then there's Junk Ball, the plastic backyard baseball that guarantees anyone - even Auntie Mame - can throw a professional curve thanks to some strategic holes and ridges.

"The basics offer kids the chance to just get outside and play - a pretty basic idea," says Jim Engle, president of Little Kids, Inc., the maker of Junk Ball and other new age oldies like the No-Spill Bubble Tumbler (which is self-explanatory, I hope) and the Big Bad Booming Bugs Electronic Observatory. (Think of that jam jar with holes punched in the top that you used to use to collect lightning bugs - only this one has a magnifying glass on top and headphones to amplify the captives' buzz and chirp.) In its 17 years, Little Kids has seen profits steadily grow.

Now, this little tour of the Toy Fair may not be fair, I admit. I haven't been able to tell you about some amazing high tech toys I encountered. In truth, I couldn't figure out how to operate half of them. And as I mentioned before, my two experts in such technical fields are "underage," and banned from participating in the research.

I hear from sources that instead of helping out their old aunt, they were out using their PQ building forts in the snow after the blizzard, preparing for a major battle.

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