Christ-centered message remains central focus for suppliers

Mary Manz Simon’s 19th annual children’s product workshop at ICRS offered retailers ideas, insights and analysis on today’s wide-ranging market for kids. Clearly the most popular workshop at the show—not only for Simon’s expertise, but also because of the sponsored giveaways—she reported 226 in attendance with 171 retailers present at the 90-minute session.

“We don’t change the message. We don’t change the content. We shift delivery systems to match consumer needs,” said Simon to the standing-room-only crowd.

Celebrity guests included three best-selling authors—Colleen Coble, Randy Alcorn and Max Lucado—all who have down-aged into the children’s, tween and Young Adult markets.

As Coble greeted retailers and offered insight on her “Rock Harbor” series for young adventurers from Thomas Nelson, she said juvenile fiction is making its mark. 

Alcorn, a New York Times best-selling author, talked about his Kingstone Comics graphic novel, Eternity, targeted for boys ages 10 to 14. In the project, which is available now, Jesus’ story of the rich man and Lazarus is re-told in illustrated format and communicates the importance of preparing for eternity. 

Lucado spoke about his September release, Itsy Bitsy Christmas, from Thomas Nelson and how it demonstrates God’s love to kids.

Picture books are making a huge resurgence with younger readers, Simon reported. Ideals Children’s Books’ Can’t-Wait Willow is the first title in the “Shine Bright Kids” series. Written by Christy Ziglar and illustrated by Luanne Marten, the book is one of many forthcoming titles indicative of the trend.

 Introducing products that tie into public education’s “Common Core” initiative is another major trend. The initiative has been adopted in 25 states and in Washington D.C., setting academic benchmarks for students starting in the 2014-2015 school year. With an increased emphasis on nonfiction, the goal of Common Core is to teach students to think. Simon underscored that aligning product lines with this program offers significant potential for Christian market publishers and retailers. 

“Common Core will be written into all catalog copy where it makes sense,” said Chriscynethia Floyd, vice president of trade marketing with HarperCollins Christian Publishing. 

The middle grade market also is showing great potential. Kids are reading—and reading a lot—and are termed “omnivorous media consumers,” Floyd said.

“The potential is driven, in part, by the ‘novel in cartoon’ genre, popularized by the general market release Diary of a Wimpy Kid,” she said. “Immediate evidence of the halo effect is shown in all the visual elements dropped into middle grade fiction, including emails, diary entries, sketches and illustrations. Two emerging themes in middle grade literature are historical fiction and contemporary realism.”

“In the shadow of ‘Harry Potter’ and ‘Twilight,’ we’ve seen lots of apocalyptic, fantasy, science fiction and dystopian titles,” she added. “Even if middle graders and junior high readers have excellent vocabulary, they vary in world knowledge and maturity. When you’re helping customers select product, match readers to the content.”

Retailers are recognizing the significance of these trends and their impact.

“After hearing from Baker Book House at last year’s workshop, Delayna [Wilkerson] decided to try a story time,” Simon said of the Salt Cellar store in Lawton, Okla. In advance, the store emailed a coupon for 20% off any non-sale item, so they could track sales. Then, they put up a few decorations and bought pre-packaged animal crackers to go with the Noah’s ark theme. The store put the event on Facebook, which Delayna said has generated a lot of interest and buzz.”

Noting key market trends, Amick Byram, president of Oodles World and his team showcased some of their company’s most popular products, including a Sweet Dreams Lullaby CD and Companion Book (ages 0 to 4), the Make-A-Match Card Game (2 to 11) and a His Armor Titanium Sport Necklace (4 to 16). Another family-friendly product the company introduced is the 22-ounce FotoFrame Water Bottle. 

“Our primary goal is to reinforce the Word of God in young lives, because we need that desperately,” Byram said. 

Scripture Candy highlighted The Jelly Bean Prayer Cross, a colorful metal tin full of jelly beans, which has color-coded messages on the back. The company was one of more than 20 suppliers and publishers that gave retailers free product samples at the workshop.

On the show floor, other child-friendly products—jewelry, plush, games, toys and other novelty items—made a strong debut. 

DaySpring is adding to its “U-NEEKS” line for tweens. New plush, stickers, wearable stickers, journals, notepads, gift bags, cups, coupon books and message bracelets will be available Dec. 20. 

Based on Ps. 138:14, “I praise you because I am fearfully and wonderfully made,” the line comprising bright-eyed colorful designs was created and developed by DaySpring insiders Jon Huckeby and Justin Eddy, who are designers/illustrators, and Bob Perryman in marketing. 

Among the newest arrivals in jewelry, Bob Siemon Designs’ “Be Joyful” necklaces for girls were selling well. The designs feature a positive message combined with scripture. Equally popular and as colorful are the children’s cord bracelets that come in a variety of colors and designs. 

 “I think if you can encourage one child to ‘be sweet,’ ‘be kind,’ or ‘be wise,’ through a thought or a piece of jewelry like this then you’ve helped one person,” said Siemon. “For me, that’s what it is always about.”

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