Christian market expert and author Mary Manz Simon at the American International Toy Fair:

Although the Bernie Madoff doll and Obamamania playthings attracted media attention, the worldwide economic crisis and confusing safety regulations in the U.S. created a muted background for the 106th annual American International Toy Fair held Feb. 15-18 at Jacob Javits Convention Center in New York City.

In contrast to recent years, publishers had a reduced presence on the exhibit floor.  Plus, the downsizing of the usual pink blizzard of girl toys and reduced noise pollution of tech made a more subdued and balanced exhibit floor.

Eco sensitivity was the biggest trend with direct application to the Christian retail market.  Most companies have moved beyond the mere use of soy ink, as green concerns have become an integral part of new toy development.  New products using kiln dry, chemical free rubberwood and terms like ‘organic' and ‘natural' were highlighted in all product categories.

In addition, examples of optimized packaging to reduce waste, minimize storage and increase effective shipment were visible in every aisle of the exhibit floor.  Product samples stickered "Made in the USA" hinted at the lingering impact of the massive toy recalls in the past two years.

Another trend with Christian retail industry implications is that children's causism has gone multi-platform.  Even in traditional toy categories, children can activate a code on product labels to access Web sites that allow them to donate money to their charity of choice.  This single example of tech integration into the toy was a continuing theme repeated in many variations.

I observed two other trends of significance to the Christian market:

• To stem the downward shift of toys sales, retailers will need to offer price-value products to serve today's "conscious consumers".  At Toy Fair, vendors suggested tiered pricing, including inexpensive items children can purchase with their own money within a core brand.

• Family fun, a trend which began even before 911, will continue to be a huge force this year as parents re-allocate entertainment money toward home activities.  Tech-driven, classic games, board games, and those which involve physical responses were prominently displayed in New York.

I also observed emergence of an entire new category which might be described as "functional creativity."  For example, children color a cardboard dollhouse or fire station, construct the structure, play with it, then recycle the materials.  This extends the range of consumables and taps into unstructured or imaginative play, also a strong theme at the show.

Mary Manz Simon is a member of the Christian Retailing editorial advisory board, and editorial consultant

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