Some of the items introduced at the show 'might have legs' to be best-sellers, says leading children's market expert

Despite the continuing downturn in the economy, distributors and game companies at the show reported strong sales and interest in new children's products and toys.

Joanna Price, director of marketing and promotions for New Day Christian Distributors, said the company "did very well."

"Children's products and Willow Tree were the two biggest product items that we sold," she said. "The interest was greater this year from new stores that weren't our customers before. I believe our sales from children's products will be better than last year. We had more offerings this year."

Price noted that the company had good sales and interest from Snap Caps, the interchangeable bottle cap necklace created by 13-year-old Maddie Bradshaw who met retailers at New Day's booth. New Day also brought in Lego executive Joe Ottelagano to discuss New Day's expanded line of Lego products at the convention, which included Duplo blocks. Additionally, New Day introduced a Playskool nativity set.

"We had people stop by for the new Legos," Price said. "(Ottelagano) was able to explain why Lego was up 30% last year in a down economy. … We were very pleased with the show. We didn't have time to slow down. From the floor open to the time it shut down, we were busy."

Creation By Design was pleased with the reception for its new products, company officials said. Founded last year by Steven Kaye, the company offers Bible-based trading cards, featuring 3-D, computer-generated artwork. Creation By Design rolled out more than 50 new products, including a second series of collectible trading cards; BibleStrike, a card-based strategy game; T-shirts; posters; artwork; and giftware.

Larry Carpenter—who recently stepped down as president of Standard Publishing and now consults for Creation By Design—said the company "had a real good show with lots of interest in the products."

Rob Anderson, president of Cactus Game Design, said his company released four plush toys, Bible Taboo and The Disciples: Redemption Card Set—which were "well received."

"My sense is that stores added our new items to their show orders because they could see, feel and hear them," he said. "The face-to-face meetings and ability to actually handle the toys and play the new games continues to be an important reason for us all to gather at ICRS. ... Overall, our sales were pretty good."

Besides Playskool, other new game lines and children's products introduced at the show have the potential to be best-sellers in the Christian retail channel, according to leading children's market consultant and author Mary Manz Simon.

Simon—who again hosted the popular Children's Product Trends event—singled out Tommy Nelson's Printoons, an art and activity kit for children ages 5 and older featuring characters created with fingerprints. Simon also praised David C. Cook's The Action Bible, based on the best-selling Picture Bible and illustrated by well-known Brazilian-American artist Sergio Cariello—who has done work for Marvel Comics.

"This is the first time in two to three years that the new children's products might have legs," Simon said.

She urged a large group of retailers during her session to get more hands-on toys and games to capitalize on a trend and boost sales for their children's department.

"Play is coming back for a number of reasons," said Simon, whose latest children's book, My Basket of Blessings, was released by Standard Publishing at the convention. "Michelle Obama has made physical activity a centerpiece in her 'Let's Move' campaign against childhood obesity. Even the White House has a swing set.

"Children live in a test culture," she added. "Childhood stress is on the increase. Parent encouragement of play might be considered part of the backlash against the accountability era in schools."

Lisa Farrar, manager of The Crossing bookstore in Chesterfield, Mo., who attended Simon's session, said the play trend was "an eye opener." "We haven't really carried any (toys and games)," she said. "We've stocked books and videos for children, but we'll definitely start carrying play products."

Besides hands-on play, Simon also discussed other societal trends, including coping with the economy. "Families, still financially stretched, are tired of pinching pennies. 'Frugality fatigue' means parents want to get out of town and enjoy life, but are very budget conscious," she said. "They are looking for mobility in play things and books that are easy to pack, good quality—not consumable, so they'll last—and will keep kids happy during travel."

Several companies released new toys and games as well as children's product lines at ICRS. Leading apparel company Kerusso debuted its "Righteous Racers," a collection of eight die-cast cars similar to Hot Wheels, but "covered with clever, faith-affirming content," company officials said.

Alphabet Alley unveiled its first character-based line of books and toys for the toddler and preschool market. "Bible Train Adventures," which includes board books, puzzles and matching games, features conductor Nichodemus—who leads young children on adventures through the Bible with the help of the Bible Train.

Meanwhile, Talicor debuted two new games, Chapter & Verse and Faith & Redemption. In Chapter & Verse, archaeologist Dr. S seeks help to decipher and uncover secret words, while sifting through ancient tiles and linking them to gain clues to a message. Faith & Redemption involves players who gain followers throughout their journey from the Garden of Eden to Judgment Day.

Enesco and its Gund and Gregg Gift divisions released nearly 60 VeggieTales plush toys and gifts at ICRS.

Elsewhere, Friends and Heroes Productions made available for the first time to the Christian retail channel in North America an international-version DVD of Series 2 and 3 of its multi-award-winning animated Bible series. Each 25-minute episode of the series—which features both 2-D and 3-D animation—follows the adventures of 14-year-olds Macky and Portia, weaving in stories from the Old and New Testaments.

Following the end of its partnership with Tyndale House Publishers last year, the U.K.-based company launched Friends and Heroes LLC in Greenville, Texas, to distribute the 39-episode set—released in 2007 and is now available in 10 languages.

DaySpring released 14 new Really Woolly baby products, including the Trusting in the Shepherd DVD.

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