| Music
and Toys: An Industry Overview
By Paul A. Paterson with Pennie Hoover
November 1, 2002
Musical
toys make up one of the fastest growing sectors of the toy industry.
According to the NPD Group, sales of preschool musical instruments
increased $9 million from 1999 to 2000, and musical instrument sales
in general increased by an impressive $23 million over the same
period. The question of what is driving this trend is an important
consideration for retailers and manufacturers alike because it reflects
changes in society and technology.
Jumbo Music Ball by Neurosmith |
Pointing
to the development of learning product lines like the Baby Genius,
Baby Mozart and Neurosmith, Reyne Rice, Director of
Marketing and Communications for NPDFunworld, explains. "With
falling prices on smart computer chips, and the demand for greater
sophistication in all toy products, we are seeing the introduction
of both sound and music in a variety of toy products for children,
especially for the infant and pre-school set.”
"There
has definitely been more buzz in the industry and the press over
the past few years, as to the benefits of early music exposure in
developing children's brains," she says. "Many first-time
parents are waiting until they are older and more established in
their careers before they start families. These older parents seem
to be more aware of these trends and generally have the financial
ability to indulge in these kinds of learning-specific products."
It's
an awareness Carol Penney has seen in her 20 years as an educator
with Kindermusik, one of the largest music instruction franchises
in North America. "We've long known the power of music to energize
and console," she notes. "I think parents are more aware
of the benefits now. We're excited that the whole industry has recognized
that music has many benefits." For their part, Kindermusik
has launched a selection of audio CD's featuring classical compositions
and traditional children's songs.
So,
with more music-related products and more demand from parents for
them, there has been some adjustment in the retail market to accommodate
the new lines, according to Rice. "Although there has not been
an increase in the actual number of specialty stores, there has
been a broader acceptance of these types of learning and educational
products across many store types," she notes.
Pointing
to Imaginarium, which has incorporated with giant Toys R Us as a
store-within-a-store, Reyne continues. "Now, more parents than
ever are exposed to products within Toys-R-Us that used to be the
sole domain of the free-standing specialty retail stores. Most of
these learning-type products are merchandised within the Imaginarium
sections."
While
the educational component of a toy does influence many parents'
purchasing decisions, the bottom line for most experts is the toy
still has to be fun. Any educational benefits are enhanced if the
parent and the child play with the toy together.
Folk
Guitar
by Hohner |
"Music
becomes part of the family bonding," explains Penney. "[Parents]
are seeking out the long-range benefits of music. Our wish is that
music has become a part of every day life."
Interestingly,
the fastest growing group of new musical students is the 25-55 year
olds, according to the Music Teachers National Association. Older
students gain the same benefits younger students receive, such as
increased mental acuity and abstract reasoning skills, creative
outlets and anxiety reducing physical, mental and social activity.
There are also studies that connect music making with wellness as
reported by the Music Making and Wellness project done by researchers
at the University of Miami.
It
would not be surprising if parents and mentors believe that passing
these benefits on to their young ones is a good idea.
by Lisa from the Toy House
I really enjoyed reading this article.
by Lida
Where can I buy musical toys wholesale?
by A high school student on October 4, 2005
I think you guys really know what your talking about. I play the flute, violin, and piano and maintain good grades in school. They say music and math is connected, and math is my best subject next to band. This website is awsome!!
by Heather N. on October 5, 2005
I think that music is important and educators need to talk to the boards of educations and stop cutting
RELATED
LINKS:
Product Summary:
Musical CD's,
Cassettes, Videos and DVD's for the Younger Set
Musical
Toys Spotlight
Nothing
Like The Real Thing, Baby
What the Experts Say: PLAY
IT AGAIN, SAM
Side bar: Sing-Song:
Music Makes Kids Smarter
Want to see more Musical Toys?
Click Here...
Return to ToyDirectory Monthly front page: Click
Here
Send comments about this article to: comms@toydirectory.com
|
