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On the surface, the toy industry looks like Hasbro, Lego, Mattel and everyone else. However, that long tail made up of hundreds of “other” toymakers accounts for up to half of annual toy sales.

They’re also the innovators. Mostly privately owned, they jump-start trends not just with their products but with their marketing. And social and digital media have helped level the playing field for independents that lack giant marketing budgets.

“Because Mattel and Hasbro are public … there’s a lot of pressure to produce hit toys and generate revenue,” said Jim Silver, editor of TimetoPlaymag.com. Instead of being forced to rely on hit franchise extensions or licensing movie properties for sure hits, the private toymakers focus on small portfolios that include new concepts each year.

Continue reading at AdAge.com