The ever-changing children’s market requires constant refreshing

Laura Minchew, vice president and publisher, children’s books and gift books, Thomas Nelson

“Breadth of product offering is very important. It is a critical balance between frontlist and backlist titles for children.”

The children’s market changes and moves at lightning speed. Only a few years ago we were researching sound chips for novelty books and now we are creating applications for iPads. From toys to television and from books to snacks, the children’s world must be cutting edge in technology and innovation.

Our children are becoming media savvy as preschoolers, which means we have to deliver products to meet their ever-progressing level. Throw in the fact that the children’s market customer has this terrible habit of growing up, leaving publishers and booksellers with a completely new audience every five to seven years, children’s publishers are constantly turning their wheels trying to keep up with the ever-changing landscape. 

With all that in mind, booksellers may be left to wonder if there is a future for inspirational children’s books.

Yes, there is still a strong market for kids’ product.

The good news is that with approximately 4 million children born each year, the kids’ market is large and always fresh. In a recent survey conducted in the 2009 Book Consumer Annual Review, 37% of books given as gifts were to children, with the religion category having solid percentage of unit sales and dollar volume. 

Parents are very interested in providing faith-based products for their children. Whether it is in the form of books, DVDs, activity kits or toys, children’s products have a strong place in the market.

To meet these unique needs, Thomas Nelson has created a children’s strategy team that cross-functions between publishing, marketing and sales. The goal of the team is to look forward, spot trends and offer new products that align with the current and upcoming innovations and themes for kids. 

QUALITY AND INNOVATION

Parents are looking for inspirational products that mirror or exceed the quality of what the general market is offering, and kids want products tied to hot trends. 

Everyone knows that girls love all things fun, festive and sparkly—why can’t their Bibles look the same? We felt that developing a girl’s Bible that is glittery and girly would perfectly combine both needs and wants. So we created our Sequin Bibles line—full-text Bibles in a child’s translation bound in floral fabric and embellished with shiny sparkly sequins.

In the same way, our best-selling “God’s Little Princess” line by Sheila Walsh was inspired from the princess themes of movies and toys.

REFRESHED BRANDS

Another research finding is that brands need to be refreshed and updated. In the general market even the classic brands refine and refresh their look from time to time; think Strawberry Shortcake or Barbie. The combination of a classic, familiar brand and a refreshed, more modern look offers great appeal to the parent, mixing both nostalgia and current tastes.

For us, that has meant refreshing the successful Max Lucado’s Hermie & Friends brand, which has touched the lives of more than 5 million families since 2003. We have come up with a new and updated look, yet are keeping the same lovable characters, voice talents, fun storylines and the trusted teachings.

PRODUCT BREADTH

Christian stores have a tough job due to the breadth of product they offer, endeavoring to meet a wide range of needs in sometimes limited space. But I love my Christian bookstore because the breadth of inspirational product offerings for children cannot be found anywhere else. 

If you go to a general market bookstore, the breadth of general market titles is wide. Thinking of the picture book wall, a parent knows they can find a wide array of books on every topic. However, the inspirational section of a general store does not often compete with that of a Christian bookstore. 

Breadth of product offering is very important. It is a critical balance between frontlist and backlist titles for children: Imagine going to a general market bookstore and not finding the classic Goodnight Moon. Backlist titles are critical to customers feeling that the store maintains the books they come in looking to buy. 

At the same time, we’ve seen stores focus so much on backlist that they don’t bring in enough frontlist and their department looks stale. No parent or child wants to go to a children’s section in a store that looks exactly the same as it did on their last visit. Look at a toy store and you’ll find what is new and hot. Sure backlist titles are in the store, but the frontlist is what keeps it fresh. 

The breadth of backlist gives Christian bookstores the competitive edge, and the new releases featured make it feel fresh and fun.

Designating a children’s specialist—a staff person passionate about children’s products—really makes a difference in the ability to keep a children’s department looking fresh. A children’s specialist is likely to know what is hot in a child’s world, and will help buy and merchandise accordingly.

CROSS-MERCHANDISING

With crammed schedules and little time to shop, parents are relieved to discover products from authors they know and trust. Christian bookstores have a unique ability to make this cross-promotion easy and to increase the total sale by merchandising various product genres together.

A mom who is an Andy Andrews fan and purchases The Butterfly Effect will still be an Andy fan if she sees the kid’s version of that message for her child in The Boy Who Changed the World. And if the books are side by side, you’ve just doubled the purchase. But if the children’s book is in the kid’s section and the adult book is on an endcap or in the trade book section, then your shopper may not even notice that Andy has a children’s book.

Instead of relying on customers to do the legwork to know these books exist, cross-promotion via merchandising and placement impacts sales. 

If multi-genre merchandising is impossible, include signage near the trade book that says, “If you like The Butterfly Effect by Andy Andrews, look for his book The Boy who Changed the World in our children’s department.”

THE CHILDREN’S PURCHASER

At first glance you would think the children’s department should target only the child, but remember the actual buyer of products in the children’s section is likely a mom or grandmom. 

We want children to feel safe and comfortable in our children’s departments, but when it comes to signage, it is good to address the felt need that the parents feel for the child, such as “A great book to inspire children to help” next to Max Lucado’s One Hand Two Hands. And every shopper in the children’s section has the goal in mind of helping grow a child’s faith.

No doubt we will continue to see a variety of changes all around the children’s market, but one thing is for certain. As long as there are parents (and grandparents), there will be a market for children’s products to help kids develop a rich and strong love for God. 

• Prev
• Next