Classic toys get contemporary revamp at event touting summer's hot play items

Familiar playthings injected with a modern-day twist were among the items showcased at the "Hot Toys of Summer" event Tuesday held by the Canadian Toy Association.

Toronto amusement park Ontario Place became a makeshift personal playground for the toddler to tween set who ambled around trying out the latest toys.

A popular item particularly among boys on hand was Swingball, an innovation on the classic tethered ball familiar to many school playgrounds, which allows children to use a racket to whack the ball around the pole in place of their hands. Several girls were drawn to arts and crafts including a sidewalk chalk kit that allows budding Picassos to make images appear 3-D on the pavement.

Several young boys chased around firing an updated version of the Super Soaker which allows the user to attach a bottle as big as two litres to the blaster in place of filling up with a hose, while modern-day Robin Hoods and Maid Marions took aim with Marshmallow Fun Bow & Mallow which allows them to shoot the sugary confection up to nine metres into the air.

Canadian Toy Association spokesman Harold Chizick said many of the toys feature the same play pattern as in the past with an emphasis on innovation and encouraging physical activity.

"In the summertime, after the kids in Canada have been hibernating all winter, they just want to get outside, stretch, run around and have fun," he said.

"What you're seeing here is a great variety of toys that promote activity, creativity and imagination - everything from ride-on toys to classic sand toys to building blocks."

Chizick said unlike the toys unveiled before the holiday season, there's less of an emphasis on high-tech, gadget gear with summer products.

Traditional toys could be facing mounting competition from the red-hot gaming industry if the recent blockbuster sales of "Grand Theft Auto IV" are any indication.

Chizick maintains the toys showcased mainly target the 12 and under crowd, while many video games are geared to those aged 14 and older.

In addition, many consumers may be specifically looking for outdoor products to entertain their family in the backyard, at the cottage or on vacation in the summer.

"You see lots of kids running around and playing with our toys. These are kids that are fully engaged in these products," he said.

"Although there's all those great electronics and high-tech toys that you're talking about being released in the last couple of weeks, it really doesn't affect the target audience we're catering to here."