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Science Sells, Naturally

Pamela Brill -- Gifts and Dec, 10/22/2010 5:12:24 AM

Tarantula Planet features four new soundactivated spiders with light-up eyes, plus accessories. 5+. $14.99. Uncle Milton’s Toys. 818-707-0800. unclemilton.com Circle #836No need to employ the scientific method or devise a complicated hypothesis; the results are clear. Science toys are hip, happening - and ringing up big bucks at the cash register. According to the Port Washington, NY-based NPD Group, the science toys category amassed $127 million in U.S. sales for the first half of 2010 - up 15 percent from the same timeframe last year.
We have seen a tremendous growth in the science category these last few years," says Walter Larsen, national sales manager for Elenco. "I feel this is due to parents becoming more involved with their child's educational growth. The independent toy stores have also placed more emphasis on science-related toys with more shelf space." And that translates to plenty of opportunity for specialty stores looking to broaden their merchandise selection.
As gift retailers look to experiment with adding science toys to their mix, toy makers reveal which trends are influencing product development and what external factors are affecting the marketplace.

Make-Believe and the Real World
     It's no surprise that Hollywood plays a noteworthy part in toy development trends, and the science category is no exception. From television shows like CSI and The Big Bang Theory, along with dedicated stations such as National Geographic and Discovery, to motion picture franchises like Star Wars and Transformers, consumers are being bombarded with entertainment on the human body, the solar system and the environment. The success of recent TV favorites such as Discovery Channel's MythBusters has even propelled the creation of this fall's new show Head Rush, aimed at getting middle school-aged kids hooked on science.
     But even without the hype supplied by the media, interest in the science toys niche is being sustained by realworld issues and educational concerns on both national and global scales. "The biggest outside factor generating interest in science is the educational community's and the government's emphasis on science and math and keeping America at the forefront of math and engineering advancement," says Renee Whitney, vice president of sales and marketing for the Salt Lake City, UT-based Be Amazing Toys.
     "We're seeing big issues like globalization and proliferation of the use of technology in society trickle down and encourage parents to purchase toys that help grow budding scientists and innovators," notes Wendy Zachrisen, educational marketing manager for Learning Resources.
     Recent occurrences such as last spring's oil spill in the Gulf of Mexico and volcano eruption in Iceland, along with the giant ice island that broke off in the Arctic this past summer, are also prompting consumers to think about their natural surroundings. "I think current events today are turning people's attention on the environment and how science can help improve it," says Grant Cleveland, president and CEO of Cleveland, OH-based DuneCraft.
Regardless of gender, interest in the environment is one trend that continues to impact science toy design.
Backyard Safari Outfitters Bug Vacuum lets kids capture live insects. Ages 5+. $19.99. Summit Products LLC.     World issues aside, some see the uptick in science toy sales right in their own backyards. "I think parents' desire to get kids active and outside has increased the demand for scienceand nature-based toys," says Rhett Power, co-founder of Wild Creations.

Gender Divide?
     While the general consensus is that science toys cater to boys' interests, some toy manufacturers are now tailoring product to be girl-specific or gender-neutral, enabling a broader reach.
     "Historically, this segment has been geared toward boys and I feel it still is that way," says DuneCraft's Cleveland. Nevertheless, the company is offering product that caters to the different sexes with its new themed terrariums: The Pirate's Cove for boys and The Mermaid's Growing Grotto. DuneCraft is also designing some of its packaging to be more gender-neutral.
     Be Amazing follows a similar approach with the majority of product geared for both audiences, with a few exceptions. "Boys trend toward the yucky, slimy, messy stuff like our Yuck! Kit," explains Whitney. "We're trying to capture girls with our Lab of Luxury kit, which is the science of smell and touch through spa activities."
Color Mixing Glasses have red, yellow, blue and distortion lenses. Ages 4+. $7.99. Learning Resources. 800.333.8281. www.learningresources.com Circle #835      SmartLab too is addressing the spa angle in its holiday release Natural Spa Day, a sleepover kit for girls ages 7 and up that fosters early kitchen chemistry exploration. With it, girls can make all-natural beauty products that can be used during a party or given later as gifts. "There is a big push in the market from a few key retailers to offer more girl-targeted science products in 2011 and beyond," notes sales and marketing director Darcy Morris, so companies like SmartLab are planning on rolling out even more related items down the road.

Going Green
Elenco Components like Solar Cell and Windmill form over 125 projects in Snap Circuit Green. Ages 8+. $69.95. Elenco. 847.541.3800. www. elenco.com Circle #837     Regardless of gender, interest in the environment is one trend that continues to impact science toy design. Elenco recently introduced Snap Circuits Green, an alternative energy kit that highlights various forms of environmentally friendly energy, including geothermal, fuel cells, wind and solar hydro.
     DuneCraft's Organics Line features such sustainable components as seeds, a coir pot and soil disk. Its sleeve is fashioned from post-consumer content and uses water-based inks. The company's classroom kits use biodegradable cups made from corn.
     Other companies like Be Amazing are making eco-friendly adjustments to their packaging. A few years ago, the manufacturer decided to house certain product in reusable containers, including its Lab in a Bag series, which comes in clear bags that zip shut. "These are great because instead of falling apart as a box does over time, all components go back into the bag for easy storage and transport," says Whitney.
Squishy Brain has a moving jawbone. Ages 8+. $28. SmartLab. 866.319.5900. www.smartlabtoys.com Circle #838     Insect Lore of Shafter, CA, has been using biodegradable packaging in its shipments for the past 15 years. "We're looking into new standards for environmental packaging, both in terms of materials used and ways to use less gross material ... but there are difficulties in making it all cost-effective," says company spokesperson Kurt Hettinger.
Thames & Kosmos has also addressed environmental concerns in its packaging. "We are investigating alternative materials for certain plastics and polystyrene in our kits, and we are using more FSC-certified printers and paper suppliers," says president Ted McGuire, adding that the Providence, RI-based company moved into a more energy-efficient office building last year.

External Factors
     Even with such dedicated product development and packaging, toy makers must still contend with outside influences that affect their survival in the marketplace.
     Whitney cites the rising labor costs of manufacturing in China and the difficulty in booking shipments, but says the biggest obstacle is the new CPSIA testing law. "The testing labs are very slow and we are at their mercy, as we cannot ship product without the Certificate of Compliance," she explains.
     Frank Adler, president of Westlake Village, CA-based Uncle Milton, notes the impact of age compression on consumers' buying habits. "It's challenging to develop products that are still exciting to kids who have more computing power in their video games than there was in the lunar lander," he quips. "We've had to become more sophisticated on the design side, while controlling costs to meet consumer price points."
"A down market has helped companies like ours get more shelf space because our products are fun, but they also can teach a valuable concept" - Rhett Power, Wild Creations
Big Bag of Science includes more than 70 activities. $39.99. Be Amazing Toys. 877.798.9795. www.beamazing.com Circle #839     But, he notes, consumer goods suppliers are facing similar situations across the board, which in turn encourages innovation. "While it would be easier to have a ‘sky's the limit' on SRPs, I do believe it is creating some true innovation as we work more closely with our factories to drive costs out of the system and deliver a more sophisticated product at the best possible price," Adler notes.
     Power of Wild Creations notes the impact of the weakened economy, particularly on the independent retailer, but perceives it in a favorable light. "In lots of ways, I think a down market has helped companies like ours get more shelf space because our products are fun, but they also can teach a valuable concept or lesson, which is what parents are seeking."

Giving the Gift of Science
     For those toy and gift retailers looking to add science/nature playthings to their product mix, toy makers offer some unsolicited advice on effective merchandising.
"They don't need to know every last thing about each kit, but they need to be able to give the customer a clear summary" - Ted McGuire, Thames & Kosmos
DuneCraft offers a wide range of garden and novelty science kits. DuneCraft. 800.306.4168. www.dunecraft.com Circle #841     In a word, "demo," says Insect Lore's Hettinger. "Everyone knows what to do with a squirt gun before they unwrap it. A truly interactive science kit has much more play value and educational value, but expressing that through packaging can be a tough sell. Sacrificing one kit as a demo can mean that you sell the rest thrice over."
     Power of Wild Creations concurs. "If a consumer can see how well something works, they are more likely to purchase," he says. As proof of his commitment to this notion, the company will be introducing small store display units with video monitors to help drive sales and make the retailer's job a bit easier.
      McGuire of Thames & Kosmos sees the value in a knowledgeable sales staff. "They don't need to know every last thing about each kit, but they need to be able to give the customer a clear summary of what the toy does and what scientific principles it teaches or demonstrates," he notes. Make a strong stance, offers Cleveland of DuneCraft. "Have enough product to make a statement... and pick a stable of manufacturers and go deeper on their offerings to have a unique selection," he says. His company offers playdate and promotional packages free of charge to specialty retailers to help generate interest.
     But, cautions Zachrisen of Learning Resources, choose your science product selection wisely. "Don't try to be all things to all people," she says. "Extend the same kind of value relationship your customers look to you for in other categories of your store into your science section, and you will have a winner."

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