Sponsored by:



Halloween Definitely Happy for Retailers
By Paul A. Paterson

February 1, 2003


The result of this increased interest has been that more and more manufacturers are either developing Halloween product lines or are tailoring existing lines to take advantage of the season of the mask. According to Tom Vierhile, executive editor of Productscan Online, products from microwave popcorn to cookies have been repackaged to make them suitable for the treat bag. Productscan Online's tracking found companies released a total of 55 limited edition products for Halloween in 2002, up from only 12 in 1995. Some larger candy companies now use the holiday to test market new product lines, he said.

"You've got a lot of large companies going after the holiday," he explained. "A lot of smaller companies, for whom Halloween is like Christmas, are getting squeezed. It's low-lying fruit being picked."

Nowhere has this been more evident than the domination of the costume market by the characters drawn from movies, television and pop culture, rather than those created at home from scratch. "People are latching onto these shows and kids go nuts for it," said Graham. “Also, I don't know if people push that creative Halloween aspect any more."

For retailers, the trick to exploiting this licensed market is deciding which characters are going to capture the imagination of the average trick-or-treater, something that is difficult even for experts in the field. Case in point, Shari Maxwell recalls stocking Terminator masks in expectation of thousands of tiny Schwarzeneggars going door to door. "We were overstocked on those masks for years," she said. "They just didn't sell."

Aside from costumes and candy, families spend money every year on a widening selection of spooky decorations and scary accessories, some turning their homes into temporary haunted houses. This has extended the whole season for retailers.

"It's become seasonal," said Krugman. "It opens up the marketing to the whole month of October. It's a month-long celebration, so you have people decorating like it was Christmas."

BACK

 


 
 

Costumes: Keep Your Little Monster Cozy: Cold Weather Halloween Costumes...


Babies & Toddlers: Teething Fangs Anyone? Babies and Toddlers Join the Halloween Party


Want to see a showcase of toys?  Click Here...

Send comments about this article to: emailtoydirectory@gmail.com


Return to ToyDirectory Monthly front page
   

Halloween:
Keep Your Little Monster Cozy

Industry Overview:
Halloween Definitely Happy for Retailers

Product Summary: Let’s Scare Tactics: Making Halloween a SCREAM!

Cool Company:
The Buzz On Fuzz: Folkmanis Always Puts On A Great Show

Real Retailer: The Romance of Retail: The Enchanted Forest

ToyDirectory Mom: Small Retailers can take Advantage of Halloween's Homemade Spirit

Design Inspiration: The “Big Daddy” Legacy Rocks On


Advertise on TDmonthly

Home  ToyShow™ Previews & Highlights  Toy Gallery  Contact TD Monthly   Broadcast  Advertise Here

Look up Manufacturers at ToyDirectory.com®

TDmonthly™ Holiday Gift Guide

Disclaimer  Privacy Policy 
Career Opportunities  Feedback
Use of this site constitutes acceptance of our Terms of Use.
© Copyright 2003 ToyDirectory Monthly™, a division of ToyDirectory.com®, Inc.