A panel of children’s suppliers and experts told retailers Monday that toys can help improve their profit margin while changing children’s lives. More than 100 retailers and suppliers gathered for an interactive session at the 2015 ICRS Children’s Product Trends workshop, where panelists gave advice and asked retailers for their input too.

Panelists included Laura Minchew of HarperCollins Christian Publishing; Greg Fritz of Big Idea Enertainment; Adrienne Appell of the Toy Industry Association; retailer Charlene Wiggs of On the Third Day: The Master’s Mercantile in Pottstown, Pennsylvania; Allison Marins of the Melissa & Doug toy company; Dan Lynch of B&H Kids; and moderator Michael Turner of Send The Light Distributors (STL).

The talk-back workshop felt far different than the workshops the past 20 years when children’s expert Dr. Mary Manz Simon led the event. Rather than cutting-edge trend reports on a big screen and special appearances from Christian celebrities and characters, panelists sat on stage and asked and answered questions from the audience for the majority of the session.

“It was my first time at the workshop, and I thought it was great,” said Heather Adams, owner of The Greatest Gift and Scripture Supply in Pueblo, Colorado. “I mean, how often do you get the companies asking the retailers questions about what they put in their store and what they need?”

Adams said she did hear complaints from other stores who were disappointed in the format change.

“Being a first-timer to that event, I didn’t know what it used to be like,” Adams said. “I thought it was helpful.”

During the event, Fritz said STL also will be partnering with the VeggieTales brand to “fill in the gaps” by offering new toys and arts and crafts products featuring the VeggieTales characters and manufactured by Melissa & Doug. Lynch talked about B&H Kids finding success with the new VeggieTales SuperComics line, and Fritz agreed that graphic novels and comic books reach boys and girls in the tween category. Minchew shared that Bible story devotionals remain popular sellers, and the company is finding favor with its new “Brave Girls” line. She also suggested that retailers cross-promote adult and children’s titles such as Jesus Calling and Jesus Calling: 365 Devotions for Kids in the same display to “tease buyers into the children’s section.”

Panelists talked to retailers about the importance of creating a play space for kids and the trend of helping parents see how important playtime is for their children. Wiggs has a barn theme in her children’s department and allows kids to play with toy product samples given by suppliers.

“We have product to play with that is on sale in the store, and books they can read in our barn so that moms see that their kids like that item,” Wiggs said.

The workshop ended with the traditional product giveaway. Attendees received 30 complimentary products, including books, plush toys, craft projects and DVDs.

Editor's Note: Elements of this story have been clarified since its original publication.

• Prev
• Next