Featured Content - What’s the Word in Specialty Toys?

by Nick Truss

Although there is no denying the broad in uence and importance of mass market toys, the specialty toy sphere is owed a great deal of gratitude for driving innovation in the industry. With a greater focus on ful lling a very particular consumer need, necessarily comes a greater level of scruitiny on every aspect of the product. is attention to detail, and incredibly high standard for concept and production, has helped earn specialty toy manufacturers their designation as such. For this issue, we reached out to leaders in the specialty toy market to get their thoughts on what their work means to them, the industry at large, and a few other topical questions.

When asked about the importance of specialty toys in the wider toy market, Annie Laurie Zomermaand, CCO of schleich had this to say, “Specialty toys focus on high quality vs. high performance, so they are built to foster kids’ imaginations, critical thinking, and problem-solving skills in unique ways. schleich characters and playsets are powered by kids’ innate sense of storytelling, which enables them to continue nding new ways to play. Matched with hand-cra ed detail, design, and quality materials, our toys are not only meant to last and evolve with kids’ play patterns, but can also be handed down and shared, keeping them in kids’ hands even longer.”

She adds, “From a retail perspective, specialty toys provide independent, and specialty stores the opportunity to stand out from mass retailers and provide more unique shopping and discovery experiences, allowing them to become more of a destination for families and kids of all ages.”

Beth Allen, VP of Marketing at Nutt Heads, appreciates the deep speci city of consumer need that specialty toys can fulfull. “Specialty toys allow us to present options to important and underserved niches. For example, ‘Anxiety Attack!’ and ‘Anger Smash’ allow players to explore daily stressors, and ways to nd relief. ‘Paco Ŝako’ invites chess and strategy game enthusiasts to take game play to a whole new level. ese games are especially well-suited for specialty retailers who can give them the proper context and attention they warrant.”

Some companies earn their specialty designation based on their mission statement, with all of their toys designed and manufactured to further a central goal. Vishnu Chandran, CEO of Wild Republic says, “Our specialty toys focus on connecting humans and animals and educating children of all ages on the wonders and beauty of nature. is is a message that needs to spread far and wide in order to achieve our ultimate vision of a world where humans and animals live in peace.”

Far and above, most higher-ups see specialty toys as a boon for retail outlets, having the potential to o er a unique experience to customers in the age of online sales and big box stores. Jim Seymour, VP and CTO at E-Blox, comments, “ e Specialty Toy business is a super critical sales channel for the Toy market. What makes a great toy is a great play experience, which you just can’t experience through online channels. Retail Toy stores realize this, and create personable, fun, in-person experiences from the moment you walk in the store. Many stores even have play areas so kids can play with the toys they are selling to get that fun play experience right there at the store. Many consumers will only buy toys at their local toy store because the employees know them by name when they walk in, and through the play experience at the store, they leave with con dence knowing they purchased the right toys for their kids.”

Andrew Quartin, CEO at ames & Kosmos adds, “For ames & Kosmos speci cally, specialty retailers are invaluable to the success of our business. Our products, whether they fall under the category of STEM toys, activity toys, board games, or one of our other main categories, are designed to provide hands-on learning and playtime experiences, and the best way to demonstrate how they do that is to do just that, demonstrate it!”