Editor's notes
Lisa Casinger, Editor -- Kids Today, 2/1/2007
The winter market season is in full swing — gifts, textiles, furniture and toys — and we have product previews and wrap ups just in case you missed something. We also have an Up Close on tween product in this issue as well as great research on consumer buying trends for infant furniture.
Toys are a big topic this month as the International Toy Fair is in full swing in New York. It's such a huge category that, for our coverage purposes, we narrow it to infant and toddler developmental toys, plush and some board books.
One toy that has become a big hit with my own 10 and 7 year olds is Webkinz from Ganz. They're small plush animals in two sizes that come with a password the kids use to log on to the Webkinz Web site. Once on the site they can play games, decorate their rooms (each pet gets its own room), buy gifts with the points they've earned and more.
What's most impressive about these toys is the viral marketing. One kid in school gets one and the next thing you know they're everywhere. In the span of two weeks we went from one to six in my house alone. The appeal is multi-layered, which is always a good idea when it comes to products for kids. There's the fun in picking your animal; it's cuddly, soft and cute. Then you have the "cool" factor of getting online and playing games and finally there's the sense of community both online and with your friends. What a great marketing strategy!
Phil Wrzesinski, owner of Toy House in Jackson, Mich., and our February cover story, also has a great marketing strategy. The store is one of the largest independent toy retailers in the country and Wrzesinski has driven the success not only by expanding their infant category, including furniture and gear, but also by educating his customers through classes and seminars.
His philosophy is to gain his customers' trust right from the beginning by educating them on baby products and how to buy them and understanding their needs. Once that relationship is established customers can't help but return to Toy House for years to come to shop for toys.
Next month we'll have research on hot metro markets for infant furniture, our Portfolio on youth/infant/kid-size furniture and, of course, more market coverage. Check out our Web site, www.kidstodayonline.com, for editorial invitations, conference info and more.
