Toy shopping is big business in America; local industry insiders share their criteria for choosing gifts

Jason Plotkin /York Daily Record/Sunday News / AP

Teresa Sterner of Seven Valleys, Pa. decided not to use a cart during her visit to Toys R’ Us during Black Friday shopping in York, Pa. on Thursday, Nov. 28, 2013.

Rogue Toys

Rogue Toys owners Krystal and Steve Johnston are seen with a selection of their offerings as well as their sidewalk advertiser, Jamal Dotson dressed as Spider Man, Friday, June 7, 2013. Launch slideshow »

Americans love toys. According to the NPD Group, a global information company, the U.S. toy industry grew by 6 percent — $206 million — in the first quarter of this year compared with the same period in 2015. Of the 11 super-categories within toys, eight posted gains, with action figures and dolls experiencing the highest dollar growth.

“Toys have become the new chocolate,” the group reports. “Looking at the top 10 items that sold during Easter week, most are small in size, likely so they may fit in an Easter basket.”

These items also are smaller in terms of price point: The average retail price of a toy for Easter was 38 percent less than the average price of a toy in 2015.

According to the not-for-profit Toy Industry Association in New York, key trends for 2016 include toys that teach or reinforce science, technology, engineering, arts and math “continue to be top contenders in the toy market. Parents and educators appreciate these toys because they help prep kids for school by building important spatial, reasoning, critical-thinking and problem-solving skills.”

So-called brain-boosters that fall into this trend also encourage proficiency in other subjects, the association says, such as language and history, and support children as they grow.

“From enhancing kids’ communication skills to improving their logic, the latest cohort of educational toys encourages kids to explore, experiment, design and discover, all while having fun,” the organization reported.

So — what will Santa be schlepping to Las Vegas on his sleigh this holiday season?

‘I Want My Kids Challenged’

Steve Johnston, owner of Rogue Toys and father of 2- and 6-year-old sons, says he prefers that toys be educational “because I want my kids challenged. However, toys like ‘Star Wars’ action figures also allow them to keep an active imagination.”

Johnston advises against buying children drones and hoverboards. “Although these get kids out and moving, they are hazardous and break easily,” he said.

Johnston’s younger son will receive “Blaze and the Monster Machines” toys.

“He has a huge interest in these toys,” Johnston said. “The cartoon is on Nick Jr., teaches young kids problem solving, and introduces them to technology and industry.”

For his older boy, Johnston will be getting Pokémon and Lego toys.

“The ‘Pokémon Go’ craze has him with a constant interest,” he said.

Johnston has fond memories of his own childhood toys, many of which were “Star Wars” action figures.

“My father said I cut my teeth on ‘Star Wars,’ ” he said. “I remember carrying Luke Skywalker in my pocket for like six months.”

Johnston urges parents not to focus too much on trends when choosing toys.

“Just because it’s a top toy on whatever list doesn’t make it best for your kids. Find out their interests and let them be kids. If they are fond of something, support it,” he said. “Maybe give them reasons to continue being a kid.”

‘In Moderation’

“Because my son is 10 months old today, I’ll be buying toys that are toddler-specific,” said Daniel Pearce, general manager of the Marvel Avengers STATION attraction at Treasure Island. “The Funko plush lines are really cool and have great licenses with Marvel’s Avengers and ‘Star Wars.’ ”

Pearce says it is important that children get familiar with electronics, given that they are such a big part of the future. “But everything needs to be in moderation. It’s important for kids to get outside, run, get dirty and play.”

How many toys is too many? Pearce said you could never have enough.

“I’m still buying toys for myself,” he said. “They may be a bit more complex, but they’re still toys.”

What toys should parents and grandparents not buy?

“The new parent in me immediately says, ‘Anything that is a choking hazard,’ ” Pearce said.

His advice to gift givers is to be sensible: “Shop early to beat the lines and the crowds. So many trending toys seem to sell out fast. Also, find one toy or present that is original and has sentimental value. My wife has mastered this. I’m still working on it.”

‘Do Not Go Crazy’

Scott Seegmiller, CFO of WestCorp Management Group in Las Vegas, says he is in favor of electronic toys, “but in moderation. They keep the kids entertained so the parents do not go crazy.”

Seegmiller said toys “should be able to teach something to the kids — figure it out, learn a skill, enhance the imagination.” He counsels parents to give toys in moderation.

“Give them something to open on Christmas so they are not disappointed, but stop before you think you should,” he said.

Parents and grandparents should not buy toy guns, video game software or “cheap stuff” for children, he added. “Playing with guns is not necessary. A new game gets played and tossed, teaching them to always want more, cheap stuff.”

Marina Nicola, owner and partner at Vox Solid Communications, promised that this year she would buy “toys that are either educational or are one piece.”

As a working parent, she said, “you have a love-hate relationship with electronics. When you’re preoccupied, electronics become the one-eyed babysitter. But when you’re ready to engage with your children, it can be a fight to disconnect them.”

How educational a toy is, Nicola says, will always be in the eye of the beholder. “If it’s, say, a game about state capitals, it won’t do the child any good if it’s not fun to play. On the other hand, a mound of dirt can be just as much fun, especially if the parent is in the dirt playing with the child, making it an educational experience.”

Every toy, she said, should have its proper place in a home, whether it’s a designated shelf or box.

Nicola remembers loving Legos as a child.

“I’d build houses for my Barbies, make large trucks and construct castles. I actually saved my Legos, as I knew one day I’d want to pass them on ... and I have.”

A little bit of compassion aimed at parents is good, too, she said.

“No one should buy anything for someone else’s child if there is more than one piece involved,” Nicola insists. “If it requires assembly or comes in a carrying case or is a set of something, there will be too many pieces to keep track of.”

Nicola also recommended that toy shoppers buy early “and buy online. Remember the tug-of-wars over Cabbage Patch dolls? With free shipping, there is zero reason to ever go through that again.”

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