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Show If' ' The rrnr; Jumping on won't hcT But chair ViQ will! nuust-ritur- c i ini V mouse kille amazing MouSE-PRUF- J By KEVIN V. BROWN ""Sf J that's . . . HOST EFFECTIVE sat in a THE children and . . . has twice as much mouse-killin- ingredi- g ent as other leading brands. And this ingredient is recommended by the U.S. Government CLEANEST AND EASIEST . . lust pull tab, bait feeds automatically. SAFE.. .contains no violent poisons... when used as directed, safe around chikiren and pets. OUTSELLS ALL ones COMBINED A Gamec Not-So-Play- ful UJJ and, screaming clapping their hands in delight, took turns playing with a new toy called Tiger Island. A Ills! FAMILY AFFAIR foot-hig- h tiger, standing on his hind legs on an island of its own, revolved and opened its mouth. The boys and girls would try to drop marbles in its mouth before one of its huge arms came down in a mock at- tempt to swat the children's hands before they could aim the marbles. y Behind a mirror, notebook in hand, a psychologist sat watching the children's gleeful reactions and listening, through hidden microphones, to their squeals of happy terror. After 20 minutes of animated play, he interviewed the participants, carefully grading the toy on the basis of their answers. One girl commented, "I liked it better than anything because it was fun, and girls have just as good a chance as boys, and it made me laugh, and I was scared of the tiger, and I want my mommy to buy me one." Tiger Island received one of the highest scores in the history of scientific testing of toys, using children and child psychologists, and the report sent the manufacturer rushing to the market place, hoping for a windfall. The wind stayed calm, though, because Tiger Island sank into a sea of indifference. Hardly anyone bought it. This contradictory episode points up only one of the hazards in the modern creation of toys. Today the toy industry is a multimillion-dolla- r business, as big as any of them, and efficient as the best as of them. And also with as many headaches unique ones, though. A major hazard is not so much will the children like it, but will the opposition find out about it, duplicate it, and get it on the market first The security precautions taken by all of them to screen out the spies resemble one-wa- Fidgeting, loss of sleep and tormenting itch are often telltale signs of . . . ugly parasites that medical experts say infest 1 out of 3 very peraonseumined. Entire families may be victims and not know it. To get rid of they must be killed in the large intestine where they live and multiply. That's exactly what Jayne's P-tablets do . . . and here's how they do it: First a scientific coating carries the tablets into the bowels before they dissolve. Then Jayne's modem, medically-approve- d ingredient goes right to work kills Atk quickly, easily. tour phmrmmeiit. Don't take chances with dangerous, highly contagious which infect entire families. Get gen-uiVermifuge . . . Jayne's P-tablets . . . special small, 1c emiaren and adults. Pin-Wor- Pin-Wor- ni easy-to-ta- No Nagging Backache Kuans a Good Night's Sleep Nassiac backache, headache and muscular aches and paint may come on with emotional upsets, or everyday stress and strain. If this osseins backache, with restless, sleepless n is htm. is wearins you oat, making you miserable and irritable, don't wait, try Dor .a 'a Pills an analgesic, a pain re- action on liever. Dona's naarsins backache is often the answer. habit-formiGet Doan's Pills not a standard remdrug: but a well-knoedy used successfully by millions for over 7e years. See if they don't bring you the same welcome relief. For convenience, always buy Doan's large siie. More Security With FALSE TEETH At Any Time Dont be so afraid that your false teeth will come loose or drop Just at the wrong time. For more security and more comfort. Just sprinkle a little FA8TEETH on your plates. FASTEETH holds both uppers and lowers firmer longer. Makes eating easier. FASTEETH Is alkaline. No gummy, pasty taste! Dentures that fit are essential to health. See your dentist regularly. Oet FASTEETH. When You Order By Mail From Family Weekly. . . ("east anew at ts fsar wsttt far sMtswy. Tat ass are stead ay rtjitiili esssajsvcs. Tat ftaan and easy art cbtckrS far rdl-Mby Fsaslly Watttf, tea. H yas'vt say at aaM eresr, test irMe: Service FaasHr Weetty, Ml LndeaUM Hew Vert, i.T. 10022. ly enough of the market to make the investments worthwhile. All things considered, the nation's toymakers have to depend on professionals for about 90 percent of their ideas. Most have full staffs of designers who dream up d ones based ideas or on new markets or gaps in the old markets. Probably one of the most noted designers is Marvin Glass, Chicago, who pioneered today's popular "action" toys. At Ideal, one designer spent weeks just blowing up balloons, convinced something creative could be done with them. Winded after a few days, he rigged a pump to do the blowing. Then it hit him. Blowing them up until they burst, he noticed it didn't always require the same number of pumps. Why not make a game of it? Which pump will make the balloons burst? The result was Kaboom, a Rube Goldberg-lik-e pump, complete with 200 balloons and a scoreboard. The kids guess which pump will make the balloons burst highly competitive market" Persistence seems to be the key. Ideal Toy Corp., four years running, turned down an idea from a Midwest schoolteacher for a toy that uses a pusher propeller to skim over land, ice, or water. But the teacher kept improving it, and Ideal finally marketed it as their Thunderstreak Mark II. Milton Bradley gets up to 50 ideas a year from a California forest ranger who, during his lonely vigils in a watchtower, dreams up "learning wheels." Two have done well, a circular slide rule that teaches elementary mathematics and a board that the child can use to learn simple words. is another Market "feed-bacsource of ideas, but sometimes the can bite back. One manuk facturer ruefully recalls the year his dealers reported from the boondocks that parents were asking for a reasonably priced pool table. The cheap ones were too cheap, and the good ones were too expensive. So he invested the money, produced a "middle-class- " pool table, and proudly brought it to the annual Toy Fair the world series of the toy business only to look in dismay at the displays of his competitors. Four others had done exactly the same thing, getting the same feedback from their dealers, and producing the same kind of table, with the result that none of them captured rubber-band-power- ed "dial-and-spe- y" hard-heade- ll" k'' feed-bac- frc r Another inspired eight-year-o- ld teen-age- rosy (. a - v of the operations in the files of the Central Intelligence Agency. Of course, another problem is getting ideas for successful toys. Surprisingly, the largest group of ideas comes from amateurs, thousands of some n cloak-and-dagg- er them every year. Unfortunately, few of them are tver successful "These sweet old ladies from Podunk," one spokesman explained with some compassion, "simply don't understand the economics of the toy business or its H ky came from a California housewife who noticed her daughter Barbara liked to project herself r. as a So, instead of a baby doll in diapers and jumpers, why not doll with a comproduce a teen-ag- e plete and fashionable wardrobe? The idea became the fabulously successful Barbie doll, mostly because the housewife was Mrs. Ruth Han- - Family Weekly, December 7, 1969 f Worker at Ideal Toy Corp. prepares stock for the doll-assem- I JL line. I J |