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A joyful noise

Retailers note music rings up additional sales

By Karen Thuermer -- Gifts and Dec, 11/1/2002 12:00:00 AM

Belmont Toys in Belmont, Mass., has selling music to children down to a science. "When you enter our store, music surrounds you," Gage Brownell, store buyer/manager tells PLAYTHINGS . "Without a doubt, this is our most profitable category."

Brownell reveals that Belmont Toys averages $2,000 per month on sales of CDs and tapes, with those retailing between $14 and $20.

"We carry some 180 titles," he says. Taking up approximately 1.5 sq. feet of shelf space in the store, Brownell comments that this translates into about $1,600 per square foot in sales.

Currently, tapes sell better than CDs with the ratio being 60 percent to 40 percent. "CDs are quickly catching up with tapes," Brownell comments. "Last year we sold 20 percent CDs and 80 percent tapes."

Key to the store's success is the fact that shoppers can listen to the CDs and tapes prior to purchasing them. "Our system is proprietary," he reveals. "We have a juke-box like system that is pre-loaded. All we need to do is push a button, and the tune plays."

The CDs and tapes are available close to the cash register. If customers have not already added one to their purchase, they may pick one out and get back in line to purchase it.

Specialty toy store abraKIDabra Toys in Cary, N.C., has found great success by marketing its CDs by its cash register.

"When checking out, many of our clients will say, 'Oh! I didn't know you also sold CDs'," comments owner Don Smith. "They are a terrific $13 to $17 last minute add-on to the sale."

Smith explains that abraKIDabra used to exhibit the CDs on a shelf elsewhere in the store, along with a "now playing" display. "But since we moved them to the cash register, they are selling much faster."

Among the hot sellers are Sugar Beats, Broadway Kids and Raffi produced by Rounder Records.

"Most of the music is sung by kids," says Smith. "Broadway Kids is especially popular."

Some retailers also offer musical instruments, but do not realize the profits per sq. footage as they do on CDs/tapes.

"But the category is important to childhood development," comments Brownell.

Belmont Toys merchandises the instruments together. Its mix includes semi-professional drums by Remo and Woodstock Productions as well as $1 kazoos and harmonicas.

Rhythm Band Instruments and Hohner specifically make instrument replicas for kids, while DSI has some dynamic realistic offerings.

Retailer abraKIDabra Toys offers instruments made by Woodstock Productions. These include shakers shaped like eggs on a handle. "Babies love these," Smith says. "One called Rhythm Mix has a head whose mouth opens and closes."

Other sellers are child accordions and harmonicas. "We sell a lot of Music Makers by Peelman-Mclaughlin, a triangular-shaped instrument in which music slides under the strings," he describes. "The instrument comes with a pic and the kids can strike where the notes are to play the song. It is a great self esteem tool for children and adults who have no musical talent."

Some stores find it best to leave the music category to other retailers. Clever Camel Toy Store in Colorado Springs, Colo., offers maracas, tambourines and Music Makers, but offers very little else.

"We don't place much emphasis on instruments or CDs," comments the store manager. "Our competition down the road does that."

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