spielwarenmesse
BRAND BUILDING STARTS IN THE
CRADLE
by ERNST KICK, CEO, Spielwarenmesse eG WHEN A BABY SMILES FOR THE FIRST time, it is one of the most beautiful moments for his or her parents. It means that their little bundle of joy feels totally comfortable. For this to stay this way, new parents are likely to
splurge on their little ones—especially if it is their first child. The fact that Mom and Dad—even grandparents and friends—happily spend a little more when buying a gift for infants and toddlers is well known among toy manufacturers. This is why they make sure that their products find a home in the cradle or the playpen. I have observed this trend amongst our exhibitors at the Spielwarenmesse, the International Toy Fair in Nuremberg. After all, products for infants and toddlers zare recording steady growth. This applies to the share in sales in the global toy market, as well as to the demand during the Spielwarenmesse. Last year, products for infants and toddlers took up three halls during the fair. Investing in the smallest kids has become a reliable source of revenue, especially for established manufacturers such as Mattel, Hasbro, Lego, Playmobil, and Ravensburger, all of whom target long-term customer loyalty. Ministeps product segments, such as Lego Duplo, Playmobil 1.2.3, and Ravensburger's My First Puzzles, demonstrate how brand-bonding
Musical Stack and Ball Game, Yellow Elephant, from Tiny Love
works with the youngest target age group. One of the advantages of infant and toddler products is that, by and large, they are not tied to seasons. This means that sales are spread relatively evenly throughout the year. The typical concentration on Christmas as experienced by the toy industry does not apply to this market segment, meaning that purchase frequency is not reliant on the holiday season. A further point to remember: Toys nowadays must fit in with the family’s lifestyle. Products should not only make children’s eyes sparkle, be durable, and be colorful, but also trendy, safe, and sustainable—crucial buying points that toy manufacturers must take into consideration. Additionally, brand loyalty and trust in the brand play a vital role when it comes to extending the brands all the way to the youngest age groups. Consumers hold brands that already successfully make products for kids—and have made a name for themselves as trustworthy in the infant segment—in high esteem. The prospects for infant and toddler products are thus lucrative and many toy manufacturers have understood this. In spite of falling birth rates in most industrial nations, sales of infant and toddler products continue to rise. This is because modern families frequently have one child only—allowing this child to be spoiled royally. Toy manufacturers know that parents are willing to spend a lot of money for their little one. So, what are you waiting for? Go for it! » Ernst Kick was appointed as the CEO of Spielwarenmesse eG in 2003. He has decades of experiences in business, marketing, and exhibition organization.
TOYBOOK.COM | DECEMBER/JANUARY 2016 | THE TOY BOOK 13