Chatting with the Industry
Specialty Toys & Gifts spoke with specialty manufacturers and retailers about trends, product mix, holiday expectations, and strategies for success. Mark Carson co-founder, Fat Brain Toys
Tim Holliday owner, Children’s World Sarasota, Fla.
Michael Levins CEO, innovativeKids
SPECIALTY TOYS & GIFTS
How is the proliferation of technology for kids affecting specialty toy sales? Quartin: Technology today encompasses so many things, but whether it’s mechanical technology or digital technology, science is the basis for all of it. At Thames & Kosmos, “technology” and “specialty toys” aren’t necessarily exclusive— one doesn’t replace the other. But this balance relies on kids having a fundamental understanding of technology, rather than being completely dependent upon it. And that’s what we try to focus on: the how and the why of things. As complex technology becomes a bigger part of our lives, more parents will want toys that teach their kids how to survive and excel in our technologically advanced culture.
Towles: That one is hard to quantify. Certainly children are being exposed to gadgets at an alarmingly young age. But we don’t try to compete with that. There is a time and a place for everything. We think there are some educational advantages to things like iPads and tablets. But we also know how valuable play is, and we happily preach that to our customers. Like most everything, balance is key.
Pinsker: Broad access to technology has both positive and negative impacts on toy sales. On the plus side, many parents believe that their kids get enough screen time, so they seek toys that offer play patterns kids can’t get from technology. Specialty toys offer the best solution for parents who feel this way, and this is
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something that manufacturers and specialty retailers should work together to promote. In addition, we’re seeing more toys add tech elements, providing a best-of-both-worlds opportunity to improve specialty toy sales. On the minus side for toy sales, the enticing nature of technology and the ease and speed of the delivery system, such as a download, mean that kids of all ages are using technology when they used to be playing with toys. We believe that specialty toys are competing for kids’ time, so time spent with technology decreases sales in the same way as time spent on sports, TV, movies, and other activities.
Carson: I’m not convinced that tech toys are hurting specialty toy sales at all. If anything, I’m seeing increased interest from parents and grandparents in alternatives to electronics and apps. No question, digital entertainment is here to stay, but there simply isn’t a suitable virtual replacement for physical play.
Levins: Technology has accelerated age compression in a significant way as more parents are happy enough to substitute technology like an iPad or iPhone for open-ended play, creativity, and discovery. As these devices get less expensive, this trend will accelerate. Any good retailer would probably agree with this statement based on their store experience. That being said, I believe this provides an opportunity for our company and the specialty industry to present a different view of what is best for children. We must continue to stress
MAY/JUNE 2014