4 minute read
Letter from America - Rick Derr
How the Learning category got smarter
I remember first opening our toy store, where the Science category was made up of just a few items in rather drab packaging, and most were items you saw in schools. This included microscopes, telescopes, metal detectors, rock tumblers and kits that featured basic experiments. Well, this has certainly changed over the years.
The term STEM, an approach to learning and development that integrates the areas of science, technology, engineering and mathematics, was introduced in 2001 by the National Science Foundation and coined by Judith Ramaley, who was a director at the foundation and reordered the words from SMET to STEM. While our economy and work processes were evolving due to the internet, and the systems and skills needed to support this transformation, the education community became more involved in revamping learning by incorporating STEM into curriculums. Job growth in the US for STEM type careers grew three times faster from 2000-2010 than non-STEM jobs. By 2012, toys were becoming more evolved and were called out for helping build the skills of tomorrow. STEM.org is the longest running organization to have products credentialed by the STEM attributes since 2001. Others have also appeared like the The Toy Association, which has broadened the definition to STEAM, including the Arts.
As the movement has edged forward, some say the term STEM has been overused, in terms of defining toy products. In fact, I often comment that customers do not walk in our store and ask for a STEM product. Rather they ask for toys that are fun and teach skills in the fields of maths and science or look for toys to help build a particular skill, like spatial recognition, increasing challenges, biology or creativity. This is where the modern-day parent is and where we need to be as a retailer. No seal on a box will replace an educated associate that can help select the right product for the skills needed in a child. However, packaging, videos and information regarding what a product does is critical, and many manufacturers have stepped up their game in this regard.
A standout for me is Elenco Electronics, which has a rich history of STEM products. As time passed, the company missed the mark in its packaging and explaining to today’s kids how fun and educational its products are. Then came 2022 and a relaunch – with new ideas, new management and more play value added to the company’s products that kids can relate to today. The relaunch of Elenco’s Snap Circuit line in 2023 is on track to once again become a major player in the science and learning world of products. The redesigned Elenco line-up includes new low price kits that kids can use after creating.
Thames & Kosmos also has a rich history, but for us has always been a Q4 brand as the more expensive science sets would mostly be sold at the holiday time. This changed a few years ago as this company transformed ideas into products that kids found more fun. Gumball Machines, Gecko remote controls, Hydraulic Arms and the latest introduction, Gecko Run, a marble run with a no-mess setup and flexible pieces that stick to a wall or surface much like a gecko—hence the name.
The packaging tells the story, with vibrant graphics supported by in store displays as well as social media that is top notch; now this is a year-round range that sells at a high rate at competitive prices. No longer just holiday sales, this is a win-win for suppliers and retailers. In 2019, Thames & Kosmos ranked 47th in yearly sales in my store. Last year it was No.19.
I’ll end with a shoutout to one of the icons in the science field who strives to make learning fun and is a true ambassador for making science cool: Bill Nye, the Science Guy, who has leant his name to products in this sector. Do you know how he got that nickname? His professional career in entertainment began when he had to correct the pronunciation of Almost Live’s show host for the word “gigawatt” pronouncing it “jigowatt.” The host of the local comedy sketch show in Seattle replied, “Who do you think you are—Bill Nye the Science Guy?” which earned him this moniker.
