China Toy Fair


EDITOR’S VIEWPOINT: Reaching Consumers at Home

photoConsumers want to shop local. They want to support their communities and their neighbors’ businesses. Moms and dads truly want to keep their hard-earned dollars in their hometowns whenever possible. Small Business Saturday has 3.3 million likes on Facebook. At the very least, people like the concept of supporting their local retailers.

“Sure, Jackie, easy for you to say. Show me the business.” Of course there are obstacles. If you’re not seeing the sales levels you’d like, ask yourself why. I believe one of the main reasons has to do with awareness and remaining top of mind with your community. Even if you are doing the mailings, coupon booklets, and Penny Saver ads, that may not be enough. You need to reach moms where they are spending their precious free moments of the day and, for many, that place is online, on social media.

My community has a group for local moms on Facebook (dads are welcome, but remain in the minority). It has more than 5,000 members who live in my town and actively seek advice from the group on everything from parenting to what to do with kids locally to where to eat and shop for various things. I’ve noticed that when the topic turns to toys, the first place group members recommend is Fun Stuff Toys, a local toy retailer in Seaford, N.Y. that caters to the community. If your community has a group like this, I urge you to join—not to constantly promote your shop (no one will appreciate that), but to be an active member of your community and a trusted source of information when the conversation naturally (and no doubt frequently) turns to “What toy should I buy for a child’s birthday party?” and “What should I do with my kids this Saturday?” You will remain top of mind for busy parents who may just need that frequent reminder that you are the best source for toys in your community. Once you have their support and awareness, loyalty to your store and all that you offer should come easy.

This column was published in the February issue of The Toy Book. Check back regularly for more toy industry commentary from Jackie. Views expressed in this column are solely those of the author and do not necessarily reflect the views of The Toy Book as a whole. We hope that you will share your comments and feedback below. Until next time!

COMMENTARY: Preparing for Baby, Part 3

We recently featured Kids Preferred’s Bunnies by the Bay Buddy Blankets on the cover of Specialty Toys & Gifts’ June issue. (In case you’re unaware, Specialty Toys & Gifts is our NEW TEMPLATEmagazine for specialty toy retailers, and it runs within every issue of The Toy Book.) Bunnies by the Bay is a super sweet line of high-end toys, plush, apparel, and books for infants and toddlers. They even have adorable mini plush backpacks that are perfect for taking toddler essentials (books, snacks, small toys) on the go.

I recently wrote about the Mamas & PapasBaby Snug with Activity Tray. Mamas and Papas is another company that tends toward the high end with its products. They recently introduced me to their soon-to-be-released Bobbin Rocking Horse. At $199 it’s a bit on the pricey side, mamas__papas__bobbin_rocking_horsebut it’s a classic item that will last for many years. It features soft chunky corduroy fabric and solid wood handles for easy gripping, and has a soft and tactile rope mane and tail. Its frame is made of solid wood. It has a classic but modern look in neutral colors that parents won’t mind keeping out on display.

To move away from toys just for a moment, I’ve been noticing the company Boon Inc. quite a bit lately as Boon.GrassI’ve been preparing for baby. They do a super modern take on baby necessities, such as bottle warmers, feeding products, bath time, and storage. The company’s Grass Countertop Drying Rack and accessories are a lot of fun and would really brighten up a countertop rather than giving off the typical “I have a baby therefore my countertop is always cluttered with bottle parts” vibe.

Check back regularly for more baby product reviews from Jackie. Views expressed in this column are solely those of the author and do not necessarily reflect the views of The Toy Book as a whole. We hope that you will share your comments and feedback below. Until next time!