Plush and Toys

Independent Toy Stores (From page 87) play. People are still just looking for activities they can do together while staying inside.” She added, “And we have people who are repeat customers in that area –perhaps they started doing puzzles when the pandemic started, but just enjoy it and so they continue with it.” She’s also seen a big increase in Pokemon cards, which the store has carried for 20 years. That change has surprised her. “We’ve seen a huge new interest in that but I’m not positive as to why, and we see it for all ages. There do seem to be a few more classic sets, retro-style Pokemon items, and those have been really popular.”

Wahlquist said the stores each rotate their selection regularly. “Our main categories stay the same, but front of store and end cap displays we change out a lot. Customers like to see something new, and so we take things from the back of the store and move to the front to more highly trafficked areas.” She attested, “We like to highlight our best-sellers and themes in the front of the store.”

In San Diego, Calif., Katie Itow , assistant manager at Gepetto’s, has one strong prediction for a 2021 bestseller. “Squishmallows are going strong. They are big, plush, stuffed animals, with a large variety. They’re soft and very squishy and come in all different sizes and animal types. They’re very popular now and I think that should continue.”

Current best-sellers also include fidget toys, squish balls, and Little Loopers. “Anything that keeps their hands busy does well. With kids based at home right now far more than usual, they need things that occupy them in that way. And, because Tik Tok has really taken off as a way to see new toys, when kids see things go viral there, that plays a big part in what sells now.”

In-store display is based on prominent featuring of items that the store expects to be popular, as well as on inventory and seasonal items. “We’ve moved our outdoor toys pretty prominently to the front with warmer weather ahead.”

From current top sellers to predicted future hits, playtime means fun for children and strong sales at independent bookstores. ❖

Are Children’s Book Sales Up, Down or Flat and Why?

Words are still a valuable asset when it comes to selling children’s books at most toy stores. Owners and staff look at the sales picture in children’s books.

Jillian Wahlquist, vice-president and co-owner of Tom’s Toys in San Luis Obispo, Beverly Hills, and Montrose, Calif., said books have always done well and sales have increased now, if not dramatically. “I call books a guiltfree purchase for parents. They are likely to buy a book for their children even if they won’t buy a toy.”

Terri Carlson, team member at Thinker Toys in Portland, Ore., explained that book sales are up for the store. “I think people are just looking for something for children to enjoy and learn from during the pandemic.”

In Sedona, Ariz., Jennifer Williams, owner of Sedona Kids Company, described book sales as up. “Children’s books are doing excellently. I think it is because people are at home more, and they’re looking for new things to keep children occupied. That’s a big reason for a lot of our sales.”

In San Diego, Calif., Katie Itow, assistant manager at Gepetto’s reported, that “Sales for books are pretty consistent year-round. They are doing well for us as learning tools, particularly for pre-school age. They are normally a popular item, but I would say even more so now, because parents aren’t sending the children to school programs.”

But, at Toys N’ More in Reno, Nev., Owner Stefanie Forgie said, “I think book sales are flat. We are asking a child to sit still, when that is what they have all been doing right now. Keeping them active, happy, and entertained on projects and with toys that give parents some relief is the trend.” ❖