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Dr. Toy Speaks to Retailers
An interview with Stevanne Auerbach, Ph.D.

Stevanne Auerbach, Ph.D., also known as Dr. Toy, has devoted her career to inspiring creativity and furthering the promotion of play. She was happy to share her thoughts about what retailers can do to stimulate not only imaginations, but also sales.

What part can retailers play in promoting the best toys to stimulate a child’s imagination? How can they identify those toys?
There are many options for retailers who offer toys. Retailers can:

• Identify toys by types of products, organizing them within the store so it’s easy for customers to make their selections.
  
  
• If toys have won awards, retailers can let their customer know by showcasing the seal on the box (if it has one) or by providing handouts.
  
  
• Provide areas for play and interaction. Clear some clutter to make it possible for children to have a place to test things out. A real play table will attract not only children, but their parents and grandparents, too. Other customers, too, will be drawn to see what’s going on at the children’s activity table. Change the mix often.

What kind of approach would you recommend retailers use to educate their customers?

• Arrange for in-person demonstrations, video how-tos, and handouts.
  
  
• Identify what children’s needs are by knowing your customer base and asking what people are looking for in a toy. When you know your customers, you can broaden children’s potential interests by offering a more diverse selection of toys, games, and books.
  
  
• Expand children’s experiences by providing presentations. If there’s no room to gather a crowd in your store, arrange something in conjunction with libraries. You’ll gain goodwill, recognition, and maybe some new customers. And to top it off, children will ultimately benefit.

Should retailers who sell toys also be selling books?
Absolutely! There is a tremendous tie-in between the two. Think of Peter Rabbit, Winnie the Pooh, and Raggedy Ann. Think of science, how to, and story books. They are all directly related to children’s play interests. Take, for instance, a top. Not only is a top a fun toy, it’s an opportunity for a child to learn more about gravity and physics. Any time you can tie together a toy and a book is a good opportunity to expand learning and sales.

What is the biggest mistake you think juvenile product retailers make?
Having too much in the store. Many stores are too cluttered. It’s too difficult for parents to find what they need.

A second mistake is not having a trained sales staff. A sales staff should have ready information for customers about the way the store’s toys and other products work. That way, they can assess whether or not the item meets the needs of the children and/or their parents. Even for infants, the staff should understand the importance of blocks and mobiles. Oftentimes, it’s the staff that will recommend products to parents and grandparents, based on the developmental benefits of the products. Without proper training, a retailer will lose potential sales.

If you could make one recommendation to retailers, what would it be?
Set aside space for a child to interact with various products. There should be some place in a store where a mom can sit and watch her child doing something. It could be as simple as having a table and periodically changing the product on it. In that way, the store becomes a destination where the child can actually try something out.

Play needs to be incorporated into the retail environment. Clear some space and make one play area that can be a constantly changing environment where children are encouraged to play. It sells the product, it’s good for the kids, and it makes it fun to shop.

Retailers should understand that they’re not simply selling a product; they’re selling and promoting the concept of play. We all need more time to play.

Based on your expertise, is there anything else retailers should know or do?
Retailers need to be in touch with other retailers and to participate more in each other’s ideas, exchange more, and learn from each other’s mistakes as well as successes. Learn to be less isolate. Find assistance and support from others in the field. You’ll be more effective and more responsive.

Stevanne Auerbach, Ph.D., also known as Dr. Toy, is an expert on play, and an author, most recently of Dr. Toy’s Smart Play: How to Raise a Child with a High PQ, and the author of Dr. Toy’s Guide, which can be found at www.drtoy.com.

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