Posted August 6, 2009

Toys are not like dishware or hand soap.

            

Who has fond memories of pots and pans from their youth?  Who has dreams of shampoos and fingernail brushes dancing around in their heads? No one does. 

            

But who has fond memories of toys from their childhood, and who has not had dreams of Christmas magic, Santa and other holiday fantasies like sugarplums dancing in their minds? 

            

Toys are different. Toys are laden with powerful emotional content and context. Ergo, toys should not be merchandised like pots and pans and hand soap. To do so takes away from the magic and wonderment of the toys themselves, and prevents the consumer from referencing their own fond memories of toys, play, holidays, Christmas and all the powerful emotions associated with these things. Retailers need to wake up to the opportunity to speak and market more directly to that part of the consumer psyche. Walmart and others are missing the essence of what toys are to all of us, and missing sales and revenues as a result. 

            

Walmart doesn’t get it. Target doesn’t get it. Toys are not being marketed properly. Toys are being under-marketed. Retailers do not acknowlege and take advantage of the power toys have over each of us to rekindle positive memories and emotions, particularly during holiday seasons. 

            

What would it take to transform the toy department to a special place year round, perhaps even a place of wonder and magic at the holidays? And what would be the payoff in that investment?

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