OH, BABY! What’s Hot for Tots
In a world where product sales are increasingly driven by fads and trends, savvy retailers know that few industries rival fashion and toys for the need to know what’s hot… and what’s not.
Though tweens and teens may top the charts of trend-driven product sales, tots and toddlers also ride the wave of the latest styles. Toys designed for the youngest consumers represent a burgeoning category within the $21.78 billion U.S. toy industry–according to market research company The NPD Group, infant and toddler toys generated $3.2 billion in sales in 2010, signifying a 6% increase from 2009.
Playthings for this age group (0-24 months) must attract the attention of moms and dads, aunts and uncles, grandparents or other adult shoppers before making their way into a shopping basket. Forward-looking and fast-acting retailers who stay abreast of the latest styles can stock shelves with innovative products—from eco-friendly to tech-laden toys – that attract attention in the aisles. Equally important is the selection of products that will empower shoppers with choices that will keep the intended user of those toys safe.
A balanced assortment of toys and games will contribute to the development of active minds and bodies: certain products are geared towards a child’s motor skills (from gross-motor skills such as reaching, crawling and walking to fine-motor skills such as the use of hands and fingers) while others promote critical thinking, creativity and imagination, language, social and emotional skills and self-esteem.
Child development experts agree that each child is unique and will develop at his or her own pace, but certain stages are fairly predictable. For example, children generally sit up unsupported in the middle of the first year and take their first steps in the early half of the second year. These averages help toymakers design and label playthings that will be safe for and appealing to children of a specific age group. The practice of “age grading” has become an important (and legally required) safety feature that fosters fun by taking some of the guesswork out of choosing toys that are appropriate for the age of the child that will be receiving the toy:
AGE: Birth to Six Months
In the first six months of its life, babies use their senses to learn about
their world. New babies are unable to grasp objects with their hands,
but do certainly enjoy exploring with their ears and eyes. Retailers will
want to fill their shelves with toys that make noise or feature high-contrast, black-and-white or brightly colored images. Once infants can reach for objects, they enjoy toys that are textured and safe for mouthing.
Examples of toys appropriate for this age include:
- Crib-attachable toys such as mobiles
- Light and sound soothers or musical and chime toys
- Rattles and teethers
- Stroller attachable toys
- Soft plush (appropriately age-graded and for play outside the crib)
AGE: Six Months to 12 Months
During this developmental period, babies are mastering the motor skills that enable them to play with toys in new and exciting ways. When babies can sit up, they enjoy toys they can bang, drop, stack, put in and take out, and open and shut. And once they start moving—whether that be crawling, “cruising” (walking while holding something), or walking—then they enjoy things that move along with them. Toys that show cause and effect are also particularly thrilling at this age.
Examples of toys appropriate for this age include:
- Activity centers
- Bouncers
- Shape-sorters, stackers and safe, unbreakable mirrored toys
- Hand-held baby “manipulatives” (such as more complicated rattles and toys with sounds and textures)
and simple push-pull toys - Bath toys
AGE: One to Two Years
In their second year of life, children are explorers. Fueled by curiosity and wonder, toddlers are also incredibly active. A busy toddler needs toys for this physical play—walking, climbing, pushing and riding—and ones that encourage experimentation and manipulation. At this age, children imitate adults and enjoy props that help them master life skills. Retailers will also want to stock up on imaginative and educational toys, as well as games that teach nurturing and other social skills.
A few examples of toys appropriate for this age include:
- Ride-on (feet propelled) and push-pull toys
- Chunky toddler construction toys that develop grasping and stacking skills
- Cause-and-effect toys (push open doors, peek-a-boo play patterns, etc)
- Nurturing toys, such as first baby dolls
- Simple crafts such as finger-painting, coloring, and collage work