Be Hot for the Holidays?
By Hollie Bethany
the holiday sales season well in mind, many of us at ToyDirectory
Monthly Magazine are scanning the horizon for this year’s Gotta
Have. But we have to
admit, we’re as stumped as anyone. True,
a good quality product sells itself through word of mouth, but to
examine how a genuine frenzy develops we’ve asked one of our
industry writers to describe the road to Gotta Have-ness.
and just for fun, we asked several retailers to predict what they
thought would be hot at the holidays.
There was nothing even close to a majority of opinion, but
their often amusing answers are below.
Holiday Retailer Survey
Does a Toy Become a Gotta Have?
not just one factor in making a toy the next "gotta have".
Using several different techniques, manufacturers can make
their toy number one in what seems like a short time. But in actuality, there is a long planning stage leading up
to the boom, and it all begins with publicity.
And the winner
of the least expensive options for generating publicity about a new
product or re-launch is toy awards contests.
The judging for toy awards differs with each contest.
For credibility, I tend to favor those that include kids in
the testing/judging process. Some
awards allow the kids to have input in rating, while some have
parents and teachers judging based on toy use by the children, and
stand-alone quality evaluation.
award has its specific criteria for judging.
The more comprehensive the criteria, the better chance that
the toys chosen as overall winners will meet or exceed real-life
expectations. When the
awards are made, press releases to local and national media let the
public know not only the outcome of the competition, but also that
the toy is on the market. Award
ceremonies are also designed to generate maximum media coverage. (cont.)
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