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Step2, Little Tikes are certain economy won't damage sales of season's new toys, updates
By Betty Lin-Fisher
Beacon Journal business writer
Published on Sunday, Nov 30, 2008
Santa's helpers have been busy at two area toy manufacturers to get ''hot'' products onto store shelves in time for the holidays.
Northeast Ohio is home to two of the largest makers of indoor and outdoor toys and play equipment — Streetsboro's Step2 and Hudson's Little Tikes.
They have designers at the headquarters whose goal is to wow the younger set, mainly toddlers through early elementary-aged children. They also update longtime favorites each year with new designs and features and sometimes new looks and colors.
Many of the larger rotational mold products, such as dollhouses, kitchen sets and other creative play sets, are manufactured at local facilities. Other smaller toys are designed locally, but parts are manufactured elsewhere nationwide or out of the country.
Toy manufacturers work far in advance. For example, Step2 is finishing up designs on products for next fall and the spring of 2010. Little Tikes is also working on spring 2010 toys.
But officials at both companies highlighted their popular sellers for the 2008 holidays.
Sales still strong
Despite forecasts that retail sales will be affected by a struggling economy, officials at both Little Tikes and Step2 said they still expect strong sales.
Brian Kirkendall, vice president of marketing for Step2, said sales are tracking fine at stores.
Feedback from parent focus groups has been, ''I'm going to buy fewer gifts this year, but I'm going to get a gift that lasts,'' he said.
Rosanne Kubisty, director of product and brand management at Little Tikes, said retailers are being conservative in ordering inventory. Parents are also saying they're cutting back on other things, such as vacations.
But ''parents want toys. We're still expecting a strong Christmas,'' she said.
While retailers have taken steps to deal with slower sales, ''Nobody is planning on canceling Christmas because it's bad out there and that goes for consumers as well,'' said Kathy Grannis, spokeswoman for the National Retail Federation in Washington, D.C.
''Just because they have to spend a little less, I don't think parents would keep their children from having a wonderful Christmas,'' she said. ''There's a good chance that some parents will sacrifice. Maybe they sacrifice their gifts to each other.''
Staying fresh
How do toy manufacturers come up with the next great thing?
They use focus groups of children and moms — and try to build on successful products they already have.
At Little Tikes, there are always going to be certain categories, such as kitchens, that the company will always make, said Tom Sullivan, director of engineering quality.
''We're also looking into other categories we're not in. Even in the categories we are in, we're always finding out what moms like,'' he said.
At Step2, the philosophy is similar.
''We're not the trendy toys,'' said Kirkendall of Step2. ''We're not riding Hannah Montana's wave.'' He was referring to the popular Disney show whose character has appeared in toys, movies and clothes.
Step2 sticks with ''very traditional patterns that we keep exploring,'' said John Sinchok, vice president of research and development.
Is there worry about what competitors are doing?
''We don't sit here sweating about how do we one-up the other guy,'' Kirkendall said.
Spring previews
Step2's spring lineup will be heavy in sand and water play, said Kirkendall.
A new Sand & Water Transportation Station includes areas for water play with boats, sand play with scoops and a train track that allows sand and water to be loaded onto trains. It will be $49.99 and available at Target, local specialty stores and online retailers in the spring.
Little Tikes will celebrate the 30th anniversary of the popular Cozy Coupe by launching a redesigned car and adding a character to it.
Cozy will have eyes and even a separate, corresponding animated DVD, Little Tikes Land, which brings Cozy to life.
The coupe, which is 5 percent smaller than the original red vehicle, includes a handle for parents to help push the kids along. There's also a removable floorboard so kids can maneuver themselves.
The Cozy Coupe, in its iconic red color, will be available in January at Toys R Us, Walmart, Kmart and Target for $49.99. It will also be available in a pink and blue version and a Ride and Rescue Coupe version, which looks like a fire engine with a siren for $59.99.
Betty Lin-Fisher can be reached at
330-996-3724 or blinfisher@
thebeaconjournal.com.
Santa's helpers have been busy at two area toy manufacturers to get ''hot'' products onto store shelves in time for the holidays.
Get the full article here.
Comments
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Posted 01:52 PM, 12/04/2008
Some of these gift ideas would be great to surprise my kids with for our annual Christmas Treasure Hunt. I got some creative ideas out of Nancy Kruse's book, "Treasure Hunt-A Book of Clues for Parties" for the clues, now I have some great ideas for the presents. Thanks!
http://www.treasurehuntcluesbook.com/
