TDmonthly Magazine!
August 2005 | Vol. IV - No. 8


Hands on to Sales

Click here to read Licensed Vs. Unlicensed: The Battle Begins

So how can parents and store owners fight the humungous amount of advertising dollars pushing licensed toys? Studies have shown that what kids see on television, they want. The solution? FAO Schwarz has been around long enough to know: hands on playing.

In their newest store, FAO Schwarz has created a playground of rotating unlicensed playthings: cars, trucks, planes, trains, dolls and buildings. Toys that not only push imagination, but socialization and activity as well.

“Kids love to play, but they get bored easily,” points out an assistant manager at FAO Schwarz. “The latest movie action figure? ‘Got it.’ A TV-inspired game? ‘Done it already.’ A simple rubber ball … they can spend hours running around making up new games.”

Melissa Moore, owner of Toy Crazy in Malibu, Calif. (where Britney Spears shops) is another firm believer in the hands-on approach. “I’ve had activity tables with trains and other toys on them since … well, since I opened 8½ years ago, and it completely helps selling to the kids. They love it.”

At least one parent shopping there agrees: “The place is a madhouse, kids having a great time, going crazy, playing with everything. It’s fun for the parents, too.”


Back to TDmonthly's front page

Advertise on TDmonthly

Related Product Archives

LEGO Star Wars - Resistance Troop Transporter
» More Information

Buildex John Deere Build N Play Model 7950 Deluxe Building Kit
» More Information

LEGO Star Wars - First Order Snowspeeder
» More Information

Related Articles
·Hasbro and Mattel: A Look at Two of the World's Largest Toy Companies
·Mattel and Disney Frozen Dolls 2023
·Toys in the News 1/20/2023
·Hello Kitty – a cat on life support?
·How to Bring a STEM Toy to Market: Q & A with iQube's Joshua de la Llana
·Toy Fair flashback: Vin Diesel sells Street Sharks at the 1994 NYTF