50 questions to answer when bringing a new toy to market

50

Questions

to answer when bringing a new toy to market

Phil Wrzesinski, National Sales Manager Ravensburger North America

Have you ever stopped to consider all the steps, hoops, and obstacles it takes for your vendors to bring a new product to market?

It is a much more fascinating journey than you might expect. Vendors have to ask and answer a whole bunch of questions. Take Ravensburger puzzles for example. You might think it would be easy. Pick an image, print it on cardboard, cut it, bag it, box it, and ship it. How hard can that be?

Well, let’s see…

First you must find a source for images.

• Are you purchasing ready-made images? • Are you contracting independent artists? • Are you using in-house artists?

Then you need to select your image.

• Is it licensed? • Is there anything trademarked? • Is there anything potentially offensive? • Will anyone else have access to it? • Does it appeal to a broad audience? • Does it fit with our current themes? • Does it create a new theme? • Will it work best at 300, 500, or 1000 pieces? • Will it work best portrait, landscape, or round?

If it is a toy, for instance a new BRIO train, then you have questions about design, production, and costs, not to mention materials and testing.

• For what age is the item? • How many parts? • How are they assembled? • What materials are needed? • Do the materials pass testing? • Will the finished product pass testing? • Where will it be made? • Is there Play Value? • What type of play? • Does the play value match the age range for the item?

Plus, we have to ask…

• Does this add to the line or replace an existing item? • Is this an extension or a one-off? • A driver for the category or an accessory? • Is it something people need, or just want? • Does it finish a theme or start a new one?

And of course:

Will it sell?

Games bring on new challenges such as…

• Are the rules clear? • Is the game inherently fair to all players? • Is it fun to play and replay? • How complex is the game? • How long does a typical game last? • What age range makes sense? • How many players can play at once? • Is there a market for this type of game? • Does the game add to or replace something in our lineup? • Do we have the right mix of games for all ages?

• All styles of play? • All price points?

Will it sell?

That is just for existing and established lines. What if you are trying to launch a new category such as CreArt Paint by Number Kits? Then a whole new bunch of questions must be answered.

• Is there a need for this category? • Do we have the competencies to enter this category? • Can we be competitive? • What makes our version unique, better, or different? • Will it add to our overall sales or cannibalize them?

Will it sell?

Then, once all the design and testing questions have been answered, we have to answer the questions of most importance to you – packaging and price.

• What is the most efficient way to package the item for production? • What is the best way to package the item for shipping costs? • What is the most attractive way to package the item for shelf appeal? • What price point will sell best? • Can we make it for that price?

If we can satisfactorily answer affirmatively to all those questions, we end up with the most important question of all…

• How many should we make?

When you stop to think about all the decisions that go into every new product, it is a wonder your vendors ever come up with anything new. If a vendor gets only one question wrong, the item is a dud and costs them a lot of money.

The next time you ask, “What’s new?” now you know your vendor answered 50 or more questions prior to yours just to be able to say, “This. This is new!”

Will you buy it?

Phil Wrzesinski is the National Sales Manager for Ravensburger North America and a 30-year veteran of the toy industry.

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