Share this on

Get Out and Play!

Pamela Brill -- Gifts and Dec, 1/1/2012 2:00:00 AM

MOTHER NATURE HAS BEEN PLAYING TRICKS ON US. It's difficult to believe that during the first week last December, the mercury hovered at 60 degrees ... in New York. After an unseasonably mild fall for much of the country, families have been taking advantage of the warmer weather and spending more time outside. And that can only bode well for the outdoor toys market - one that is in need of a boost at the register.
According to the NPD Group, outdoor toy sales fell 3.7 percent last year: from $2.76 billion for September 2010, down to $2.66 billion during that same period in 2011. With a myriad of factors contributing to this slight decline, Playthings spoke with manufacturers to find out what's influencing this category, what's hot for 2012 and what they'll be debuting this spring.

Factors at Play
"Weather really is the great predictor of how well outdoor toys will do," explains vice president of product development for Kids Only Inc. Bob Pagano. "The market for Kids Only outdoor products is strong as we exceeded industry-wide averages, despite weather affecting most seasonal categories." He attributes his company's strong numbers to product quality, functionality and character emotional appeal.

Gogo Pogo. $60. Diggin Active. 888.388.8835. www.digginactive.com
	Sift ‘n Stream Frog. $19.99. International Playthings. 800.631.1272. www.intplay.com

     Conversely, last spring's wet weather in the Northeast impacted outdoor toy numbers for International Playthings. "We noticed that our sales were down from the previous year," notes senior brand manager and public relations director Susan Tice. But she doesn't attribute precipitation solely to the precipitous drop-off in profits, but also sees a dramatic shift in play patterns.
     "Children today have very busy schedules, between extracurricular, planned sorting activities and playdates," she elaborates. "The innocent days of wandering in the woods or [being] on adventures with friends is long gone." Tice also can't deny the continued impact of media competing with kids' attention. "As game technology continues to improve and the use of tablets, cell phones, etc. becomes more and more mainstream, I believe the actual age of playing with toys is shrinking," she says.
     Other outdoor toy manufacturers see the trend in hi-tech toys as an opportunity to provide healthy alternatives to sedentary screen time. "There will always be hot computer games, social media and indoor diversions - that's the bad news," says Mark Rappaport, president of Marky Sparky Toys. "The good news is that the great outdoors is not going away anytime soon. Kids still need to run around the trick is to invent new ways to keep them interested."
     "Kids still need to burn energy, and parents know how important being active is for their kids," seconds Nathan Keker, CEO of Diggin Active. "Toys that promote physical activity will always be popular."
     Joe Pokowitz, vice president of marketing for Prime Time Toys, agrees. "We see the market remaining steady, despite the proliferation of electronic games and the growing involvement of kids with all things social media," he tells Playthings. "Parents recognize that active outdoor play is good for kids and are willing to make the small investments to encourage that. Let's face it: running around outside with your friends is still fun, no matter what's happening online."

Retail Forecast
Speaking of the Web, some outdoor toy manufacturers are finding that online channels are opening up new areas of business. "What's great about many Internet accounts is that we can provide them with demonstrative videos that can be posted on the item's page and give an excellent example to the consumer at the point of sale," says Tice. While she has noticed less space being devoted to outdoor toys in the specialty market, this varies by location. "Many stores in beach communities do quite well with outdoor offerings," she adds.

Talking Tubes. ALEX Toys. 800.666.2539. www.alextoys.com
	Chuggington Bubble Whistles. $3.99. Little Kids. 800.545.5437. www.littlekids.com

Pokowitz also recognizes the growth in the online sector. "Exposure in the dot com world is growing, and more products are being carried by the mainstream online retailers," he notes. "We're sure that this trend will continue." Having watched retail space devoted to the outdoor category finally stabilize, after shrinking for several years, he notes that this niche is small compared to other toy categories. "That means that the space for new items is limited and only the best are going to get a chance to prove themselves."
Rappaport still feels strongly that specialty retail is the best venue in which to sell outdoor toys. "They demo all our items so performance is key," he says. "We hope that through these channels, customers appreciate the service and the chance to try stuff."

On the Horizon
With shelf space being precious for most retailers, outdoor toy manufacturers are selectively introducing new products this year. This spring, Diggin Active will introduce the Gogo Pogo, an electronic pogo stick for ages 3 and up that features five diff erent games, such as counting your bouncing, making music and balance challenges. "Innovating on classic play patterns is something we always strive to do, and the Gogo Pogo is a perfect fit for us," says Keker.
Also jumping on the pogo bandwagon is International Playthings with its Hop & Squeak Pogo Jumper. "What I love about it is that the item holds up to 250 pounds, so adults and children can play," enthuses Tice. "It's a way to bring the whole family outside."
In the water toys realm, International Playthings will be showcasing the Sift ‘n Stream Frog whose top and bottom pieces combine to create a frog watering can. Additional pieces include large and small sifters and a spinning wheel, making this product ideal for the lake or beach.

Quickfire Powerstrike 24. $39.99. Prime Time Toys. 973.839.5711. www.primetimetoys.com
	Air Bolt. $34.99. Marky Sparky Toys. 800.781.8110. www.markysparkytoys.com

     Aeromax will be releasing an Astronaut Space Pack - a super soaking water blaster that shoots water in multiple directions at the same time - and Sky Scrapers flying discs that soar over 10 stories high. "These choices were based on previous year's success in similar categories," says president and founder Mark Levine.
     Also in the water toys category comes an extension to Prime Time's Max Liquidator line. Pokowitz describes the new Hydro Blasters as "colorful, slimmer, sleeker and easier-to-use-than-ever water blasters [that] will bring more choices and dimension to the product range." Pool toys will include the interactive Marine Mine Dive Bombs and Sea Sounds Voice Changer.
     Finally, in the missile launchers category is another addition to Prime Time's Dart Zone brand: Quickfire 10 and Powerstrike 24 dart blasters, boasting such features as interchangeable ammo clips and rotating barrels. "With these products, we're encouraging kids to get up from the computer, put down the handheld games and get outside for some fun with family and friends," enthuses Pokowitz.
     Marky Sparky Toys too will offer a new item in response to strong category sales: the Air Bolt missile launcher, a follow-up to its Blastpad and Faux Bow products. "It is truly amazing to see a kid send these missiles skyward," says Rappaport of these toys. "Nothing comes close."
     So, although the weather outside might not be ripe for a lot of outdoor play, now, after the holiday rush, is the time to start thinking about restocking shelves with fresh new outdoor toys for the season ahead.

Share this on

Talkback

We would love your feedback!

No related articles for this topic.

Also by this author

»MORE

Featured Company

Brandwise Inc.

Brandwise serves a model - not just an industry - by integrating, automating, and optimizing the entire sales channel, from wholesale Suppliers to their Reps and the Retailers they service. In short, our software helps Reps and Suppliers sell more and create... more