• Anne-Marie Earl

Gifts and Dec Broadens, Renames Playthings Category

Rebranded Kids’ Corner category to include children’s fashion, toys, decorative nursery accessories and more.

kids corner

Gifts and Decorative Accessories has rebranded the longstanding Playthings category, renaming it Kids’ Corner and expanding its coverage to touch on other gifts for children and families. While toys and puzzles—for both kids and the young at heart—will remain prominent in the newly formed Kids’ Corner, the section will also include items such as nursery décor, new baby essentials, children’s and young teens’ fashion and more. The newly named section was introduced in the May 2017 issue.

“We’re really excited about the possibilities this expanded category offers, and I hope retailers find it helpful in finding new products to sell,” said Lenise Willis, editor in chief. “Children’s fashion and nursery décor is an avenue that some retailers haven’t gone down, and there is plenty of untapped selling potential.”

Having conducted a survey in March, the research team of Progressive Business Media determined that out of the many options for this new category, Kids’ Corner had a nearly unanimous appeal among retailers. “We found that the name ‘Kids’ Corner’ still made sense as a category for toys, but that it also opened up the possibility for gifts that might not be found in a traditional toy store, like warm baby blankets and children’s jewelry,” Willis said, adding that interest has risen in children’s jewelry over the winter markets.

Nurseries and children’s rooms have become a popular space for playful design elements in the home and gift industry, and gift retailers can capitalize on the growing importance of baby showers and growing families.

Playthings magazine was founded by Editor Robert McCready and Publisher Henry C. Nathan in January 1903 and was combined with Gifts and Decorative Accessories magazine as a gift category in the fall of 2010. Physical copies of Playthings magazine between 1903 and 2010 are available for review at the Brian Sutton-Smith Library & Archives of Play at The Strong in Rochester, New York.

Anne Marie EarlAnne-Marie Earl | Managing Editor
AEarl@giftsanddec.com

Anne-Marie covers news and trends related to the home, tabletop, bath & body and gourmet categories of the gift industry and serves as managing editor for both print and digital publications.

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