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October 2007 | Vol. VI - No. 10




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My Best Sellers: Red Wagon Toy Company

European Quality and Chic Design Grab Shoppers' Attention


Owner Kim Smith of Red Wagon Toy Co. in Woodstock, Vt., told TDmonthly Magazine that an important part of her retail success has been “figur[ing] out what I want to be, and what my customer wants me to be.” She considers her customers, including the many grandmothers who shop at her store, when making buying decisions, and strives to offer them products they truly want. Read more about her store in this month's Retailer Spotlight.

Here are the toys with proven customer appeal:




MSRP: $43.95
Age Range: 2 to 4
Gender: Boys And Girls
Category: Infant & Toddler
Inflatable Toys



Ideal for learning balance and coordination, the Rody Horse allows children to hop around and can even be attached to a base that transforms it into a Rocking Rody Horse. The soft ride-on is often used in therapy for handicapped children, and is made of super-strong, latex-free vinyl. It inflates according to the size and weight of a child with a hand or foot pump. The maximum inflated height to “saddle” is 12".
— “Rodys have always sold well for us. Over and over, people tell us they were the hit of the party,” Elaine Hackney, owner of Boing! JP’s Toy Shop in Jamaica Plain, Mass., told TDmonthly in summer 2007.
— Nobody can resist a bounce or two on this high-quality rubber toy from Italy. Rody comes in assorted colors and has been a steady seller in specialty stores for more than a decade. The combination of high quality, great play value and universal appeal earned this toy a TDmonthly Classic Toy 2007 award.
— “We sell a ton of Rodys by TMI. This is one of the best sellers in the store,” Peg Scholtes, owner of Capitol Kids Ltd. in Madison, Wis., told TDmonthly in March 2008.

Where to Buy: Really Great Toys

ToyDirectory Product ID#: 14605      (added 8/13/2007)
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Wholesale Price: (Log in to view)
MSRP: $40.00
Age Range: 3 to 8
Gender: Girls
Category: Dolls



Penelope Peapod is both a doll in a bassinet and a stylish handbag — fun and fashion combined. It allows little girls to carry a handbag just like Mom. Additionally, it allows them to bring their baby along for the ride. The peapods now come with Liberty of London fabric, the sweetest English prints with matching classic ginghams. The Liberty of London Collection includes Mayfair (pictured), Kensington and more. Orders only come in pre-packed assortments of 12, two each of six Liberty styles. Penelope Peapod is an Oppenheimer Toy Portfolio 2007 Platinum Award winner.
— “In one quick and easy maneuver for even the smallest hands, the peapod opens and the fabric flips over the sides to create a beautiful bassinet and reveal a sweet, soft-body doll,” Owner Kim Smith of Red Wagon Toy Co. in Woodstock, Vt., told TDmonthly in summer 2007 about this No. 2 best seller in her store.
ToyDirectory Product ID#: 13530      (added 6/18/2007)
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MSRP: $10.99
Age Range: 6 and up
Gender: Boys And Girls
Category: Plush
Interactive



This black horse is gentle, mysterious and beautiful — the perfect pal to share secrets and stories with. In the online Webkinz World, the Black Stallion loves to cook. Its special item is the hay bale sofa and its special food is the horseshoe huckleberry hotcakes.
— Lynn Robillard, owner of Toys in the Attic in Manchester, Vt., told TDmonthly that when they’re available, Webkinz are one of her top-10 best-selling product lines.
— These computer-savvy plush pals take fourth place for best-selling toys at Red Wagon Toy Co. in Woodstock, Vt., according to Owner Kim Smith, who spoke with TDmonthly in summer 2007.
ToyDirectory Product ID#: 14379      (added 7/27/2007)
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MSRP: $16.00
Age Range: 5 and up
Gender: Girls
Category: Plush
Play Sets



This cute and creative kitty is accompanied by a fashionable handbag/pet carrier, a leash, a magazine and a red fish.  For Toby, the red fish is a representation of freedom.
— “The new ones are great,” Katie of Red Wagon Toy Co. in Woodstock, Vt., told TDmonthly in summer 2007 about the best-selling PawParazzi pets in the store. The dog named Indy sells a bit better than the cats, she noted. THIS PRODUCT IS NO LONGER AVAILALBE
ToyDirectory Product ID#: 14994      (added 8/31/2007)
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MSRP: $12.00
Age Range: All Ages
SKU or Item #: 33185
Gender: Boys And Girls
Category: Plush



This high-quality, adorable duck is from Trudi, the premier Italian plush company. Each animal is made with great care under the direction of master artisans, and Trudi gives a lifetime guarantee on all its products. The duck is 6.8" tall.
— Trudi plush are best-selling items at Red Wagon Toy Co. in Woodstock, Vt., Owner Kim Smith told TDmonthly in summer 2007.
ToyDirectory Product ID#: 14791      (added 8/22/2007)
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MSRP: $17.99
Gender: Boys And Girls
Category: Plush



This 16" puppy serves as a sweet, cuddly companion for little ones.
— Plush by Douglas Cuddle Toys are best sellers at Red Wagon Toy Co. in Woodstock, Vt., Owner Kim Smith told TDmonthly in summer 2007.
ToyDirectory Product ID#: 14792      (added 8/22/2007)
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MSRP: $12.00
Age Range: 3 and up
Gender: Boys And Girls
Category: General Games



This Playing Card Library includes mini-packs of Eeboo's Old Maid, The Farmer in the Dell, Crazy Eights, Animal Rummy and Flower Power.
— Eeboo games are some of the top sellers at Red Wagon Toy Co. in Woodstock, Vt., Owner Kim Smith told TDmonthly in summer 2007.
ToyDirectory Product ID#: 14793      (added 8/22/2007)
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MSRP: $32.00
Age Range: 3 to 6
SKU or Item #: 11016
Launch Date: July 2007
Gender: Girls
Category: Costumes & Accessories
Pretend Play



This sugar plum fairy skirt will make any girl feel like a ballerina in “The Nutcracker.” With the press of a button in the interior front pocket, Tchaikovsky’s music from “The Nutcracker” will sound; continue dancing and the motion will keep the music playing. The lavender skirt is full of sparkles and layers of soft tulle, and is lined with satin for itch-free wear. This product is an Oppenheim Toy Portfolio Gold Seal Award winner for best toy. Launch date: July 2007.
— Musical Skirts by Acting Out are best sellers at Red Wagon Toy Co. in Woodstock, Vt., Owner Kim Smith told TDmonthly in summer 2007.
ToyDirectory Product ID#: 14667      (added 8/15/2007)
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MSRP: $32.99
Age Range: 1 to 3
Gender: Boys And Girls
Category: Infant & Toddler



This tractor has a farmer that drives around with five removable plastic farm animals that make their animal sounds when placed on the plastic vehicle.
— Out of the Blue Ltd. Store Manager Kara Fichtner, in Albuquerque, N.M., told TDmonthly in May 2006: “It’s one of my favorite toys. It’s something we show customers when they come in looking for a toy for a 1-year-old.”
— “We sell 144 tractors a year, and we don’t have many people coming in,” Grafton Stine, owner of Toys on the Square in Hummelstown, Pa, told TDmonthly in summer 2007.
— “For a first birthday toy, it’s the Fun Time Tractor from iPlay — it really sells,” noted Teresa Ford, owner of Kids’ Ketch in Lewes, Del., when asked about best-selling baby gifts in July 2008. Six of 39 retailers told TDmonthly in March 2010 that International Playthings supplies their best-selling infant and toddler toys. Two singled out the Funtime Tractor as a top-selling individual item with sales of four per month.
— In a 2012 survey about best selling infant & toddler products, Joe Berardoni, owner of Pun's Toys in Bryn Mawr, Pa. told TDmonthly, "Pun’s best selling baby toy continues to be the Funtime Tractor from International Playthings. Even though it retails for more than $30, this store sells a disproportional amount- up to 12 a month, even during slow times. Of course, my staff all love it also, so it is usually recommended."
ToyDirectory Product ID#: 4385      (added 8/31/2005)
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Christine LebednikWriter's Bio: A professional writer/editor since 1984, Christine has spent much of her career in business and technical writing/editing. Her technical communications expertise is complemented by work developing curriculum materials for both print and on-line use in personnel training, and by work as both a software applications trainer and a writing skills tutor/one-on-one instructor. Read more articles by this author

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