Toys

As a television show, "The Mighty Morphin Power Rangers" is still a big hit with kids. But as a set of action-figure toys, the colorful crusaders are fading, showing that tie-ins with top-rated programs do not guarantee equivalent retail success. Cerritos-based Bandai America Inc., seeking to reignite sales of the product line it manufactures under license, is scrambling to update the Rangers. Meanwhile, the producers of the TV show are making major changes to stimulate interest.

Lakers star Shaquille O'Neal donned a Santa hat Monday to bring Christmas cheer to hundreds of needy children in Watts. "I was taught to do this by my parents," said O'Neal, who handed out donated toys ranging from bicycles to basketballs at a community center where more than 800 children had lined up. The visit was part of the 4th annual "Winter Holiday Celebration" sponsored by the Watts Labor Community Action Committee.

Some of the children waited for two hours and more for their presents, patiently standing in line at the Guadalupe Community Center while Santa Claus handed out gifts, two to each child. These were no greedy Christmastime kids. There was no pandemonium as the children accepted their presents and, even though most of the children appeared shy and reserved, their joy was unmistakable.

With Christmas less than two weeks away, the effort to bring toys to needy San Fernando Valley children is intensifying. On Wednesday, U.S. Rep. Buck McKeon (R-Santa Clarita) teamed with the Loaves and Fishes charity to sponsor a toy drive in Van Nuys. Loaves and Fishes, which has given food and clothing to more than 10,000 homeless and low-income families since 1988, reported that about 200 toys were contributed. A Christmas toy event 12 months in the making is planned for today in Van Nuys.

The fever pitch of holiday preparations is rooted in a couple of old traditions, the Christmas tree in the living room and a pile of toys underneath. \o7 Every holiday season, there is a new or special toy wanted by America's children; this year's favorites--Nintendo 64, Tickle Me Elmo and Happy Holidays Barbie--are in short supply. But some toys are classics, having been with us for more than 50 years\f7 .

Investment banker Martha Spano, figuring that her niece and nephew already had enough Christmas toys, drove to the Eastside from Glendale on Tuesday. Susan Lewis sneaked out of work and drove there from Sylmar, bringing two dump trucks that were too big for her 2-year-old daughter. Hundreds joined them throughout the day at the Hollenbeck Youth Center in Boyle Heights, turning the worst part of Christmas into the best part.

For the first time, the Sherman Oaks Homeowners Assn. will sponsor an areawide toy drive Saturday to help abused and neglected children in the San Fernando Valley. Residents from any community may contribute to the drive, which is scheduled to run from 10 a.m. to 2 p.m. at Noah's New York Bagels on Ventura Boulevard just west of Van Nuys Boulevard. "We did something like this last year on a much smaller scale," said association member Matt Epstein, who is organizing the event.

The Topanga Plaza shopping center will team up with the local branch of an international charity Sunday to collect stuffed toy animals for abused and neglected children in Los Angeles. The benefit is part of a joint program known as Teddy Bear Patrol, which is administered by NA' AMAT USA and the Los Angeles County Department of Social Services.

Playmates Toys Inc. anticipates that its $50-million retail shipment of "Space Jam" action figures will sell out by month's end. The action figures are riding on the considerable coattails of the movie's stars, including basketball hero Michael Jordan and Looney Tunes characters like Bugs Bunny, Elmer Fudd and Sylvester. The Costa Mesa-based company will ship a new generation of "Space Jam" toys to retail shelves in 1997.

As many as two-thirds of the sales made by stuffed animal maker A&A Plush Inc. revolve around three holidays: Christmas, Valentine's Day and Easter. Company owner Kwang-Sik Im and director of operations Allen Kim have developed strategies to minimize the risk of running a seasonal business and have learned how to take advantage of the slow periods. Kim was interviewed by Karen Kaplan. * We sell stuffed animals to mass-market and gift stores.