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The New Age of Science Toys As technology pushes forward, a younger generation demands new types of learning toys.
by Christine Duhaime n the past, the term “science toy” commonly elicited thoughts of volwhat they’re getting. “There are so many cano kits, magnifying glasses, and telescopes—and not much else. toys out there with a huge perceived value, However, times have changed. Kids and parents today have a and very little real value. We want to balbroad range of options to choose from in the science category, from ance the two, and if anything, we want the toys that teach kids about outer space to kits that help them learn real value to be greater than the perceived computer programming. With all the options available today, the value so parents and children are pleased industry is seeing new trends in the science toy space, and kids with the purchase after they’ve taken it are reaping the benefits. home,” says Quartin. “A good example is Demand has grown if a kid sees a box with a Gyrobot on it, for toys geared toward some will want it and some won’t. But if kids as young as 3 and you show the child the actual Gyrobot 4 years old. Andrew walking on a tightrope in the store, the Quartin, CEO of child’s going to want to take it home. Science has a sort of Smart Car Robotics, Thames & Kosmos, magical aspect to it, and if you can show that magic in acfrom Thames & Kosmos says, “I visit a lot of retail stores, and more times than not, I tion, children become fascinated by it.” get requests for things specifically for 4 year olds, and sometimes for 3 Among its new offerings, science kit topics from Thames & Kosmos year olds. This presents specific challenges, because the way kids ages 3 will include space, robotics, computer programming, and, of course, the and 4 learn is very different from the way kids ages 6, 8, 10, or 12 learn.” classics. Recent years saw a spike in interest in apps and computer toys, alThe key to creating a successful product for this age demographic lies in though that initial hype has seemingly quieted down. Quartin suspects that how easy it is to play with. “One of the strongest assets of our kits are the this is due to oversaturation in the market without a clear vision as to how manuals and the ease-of-use we create with them. How do you do that for to use this new technology efficiently. “From my perspective, I see the app a 3 year old that hasn’t learned to read yet? Our thought is that we’re going trend as a pendulum that maybe swung a little too far and now it’s kind of to model our manuals after picture books, so it’ll be very image-driven and swinging back the other way. I don’t think apps are going anywhere, but I will tackle topics that they’re interested in.” think people are trying to figure out the right way to use them. In our inGetting parents on board can also present a challenge, as the very na- dustry—education and teaching kids science—there are so many great uses ture of science kits can intimidate parents for whom science is not their for them and I think trying to bridge the analog to digital world is someforte. Thames & Kosmos aims to take that hesitation out of the equation. thing that everyone’s trying to deal with right now.” Technology has become a race to arrive at the next big thing—and these “I think one of the most overwhelming things for parents with science kits is, ‘Am I going to be able to do this with them?’” says Quartin. So we try advances have found their way into the toy market. The science toy space has never been broader, but as kids learn to use smartphones, tablets, and comto make it so the parent can do it and get satisfaction from it.” In-store demonstrations not only alleviate parents’ concerns about puters at younger and younger ages, manufacturers must keep up with the ● the ease of use, they can also help drive sales by showing the customer times and engage kids in science—in ways that make sense to them.
SPECIALTY TOYS & GIFTS
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SEPTEMBER/OCTOBER 2014