December 2003 | Vol. II - No. 12
When Kids Talk, Parents Listen
Consumer data also points to the strong re-emergence of classic brands such as Care Bears, Transformers, Disney Princess and Strawberry Shortcake. The marketing strategy behind these toys has played on their nostalgic appeal. Many of the kids who once played with these toys are now parents themselves and are shopping for their own children.
Grandparents: A $3.4 Billion Buying Force
Grandparents have embraced the convenience of online shopping, just as they have traditionally done with mail order catalogs, with 12 percent of their holiday shopping done online. With the average Web purchase commanding a significantly higher price premium than non-Web purchases ($13.30 v.s. $6.22 respectively) and the tendency of grandparents to spend freely on their grandchildren, it´s a relationship retailers should consider developing.
Make or Break Time For Retailers
“While overall sales of traditional toys year-to-date (January through September 2003) are slightly off last year’s pace, there is still time for the industry to end on a positive note as we enter the most intense time of the year for toy sales,” said Michael Redmond, senior industry analyst at NPD.
In an additional effort to boost sales, many manufacturers are taking advantage of extending a property across many toy categories and, in some cases, even outside the toy aisle. “You may see Bratz, Dora The Explorer and Yu-Gi-Oh showing up on retailer shelves in fashion dolls, puzzles, activity toys, children’s games, plush, books, video, DVD’s, clothing and backpacks,” says Redmond.
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