Major toy outlets push “hot” toys; independents, gift shops will do well with $10 gifts, stocking stuffers and classic toys, says Esco Imports, a premier toy and novelty wholesaler
SAN ANTONIO, Texas – November 20, 2009 – With the all-important Christmas selling season upon us, toy retailers will be pulling out all of the stops to ensure the Yuletide is as successful as possible. The toy experts at Esco Import Toys, a premier wholesaler of toys and novelties, have good news about this year’s retail toy prospects and some tips to make it even better.
Jack Steinfeld, president of Esco Imports, exhibits at all of the major toy and novelty trade shows and is in constant contact with toy sellers nationwide, and he says the 2009 Christmas season is looking up toy-wise.
“Most of the industry, myself included, is expecting a better Christmas than last year,” says the veteran toy man.
There are caveats to his enthusiasm, however, and there are some specific things toy retailers can do to improve their prospects, even at this late date.
Esco Import Toys specializes in serving the needs of independent toy stores, not the major chains or department stores, and it also caters to a wide range of gift shops, specialty boutiques, airport sundry stores, museum shops, truck stops and more. These are the kind of operations that by nature carry a wide array of unique toys, nostalgic toys, themed items, and often inexpensive toys and novelties – exactly the kind of things sure to be in higher demand this season and a distinct advantage for the independent toy seller.
“With the economy in its present shape, items that sell for $10 or less are very popular this season,” notes Steinfeld. “And the major retail chain stores selling toys – Toy R Us, Target, K-Mart, etc. – are really promoting the heavily advertised ‘hot’ toys this year, which gives the independent operator a great advantage in fulfilling the broader toy demand.”
The big “hot” toy items this holiday season include the Zhu Zhu Pets Hamsters, fake but real-looking rodents with sound and “personality,” as well as Barbie Fashion Fever Fashionista Dolls, which come in Gla
m, Cutie, Girly, Wild, Sassy and Artsy. The major retailers are pushing them with everything they have, but according to numerous news stories on the Internet severe shortages of both items have already been reported five weeks before the Big Day. Think Wii two years ago or Tickle Me Elmo a few years back.
Steinfeld notes, however, that while the major advertising campaigns for the “hot” toys garner a lot of interest and press coverage, the old toy stand-bys remain top sellers and playtime favorites with those who matter: kids.
Dinosaur toys, reptile toys, yo-yos, cap guns horse figurines, toy trains – these have been popular for decades with children and they still are,” says Steinfeld. “We’ve been in the wholesale toy business for more than 60 years, and I can tell you from experience that it’s the classics that sell year after year after year.”
Steinfeld offers these tips to independent toy stores, gift shops and specialty boutiques to ramp up Christmas toy sales in the few weeks remaining in the selling season:
- With the economy, items that retail for $10 or less are popular – stock up!
- Retailers should demonstrate items with action to increase sales: Have an employee demonstrate toys, showcase a revolving video, leave an electronic toy running within a confined area.
- The retail chains really promote the advertised toys (Barbie, Batman, etc), so independent retailers should look for items not easily found in these chains.
- Stocking stuffers – small unique toys – will be very popular this year. Keep them well stocked.
Esco Import Toys has been in the wholesale toy and novelty business since 1946, and carries hundreds of toys and novelties, including many value-priced toys, for immediate delivery. In addition to its independent toy store and specialty gift shop/boutique target audience, the firm also caters to the toy and novelty needs of school and church fundraisers, and in supplying doctor and dentist offices which specialize in treating children with their reward give-away toys.
For more information and to view the entire catalog of wholesale toy and novelty offerings from Esco Import Toys visit www.escoimports.com, call toll-free 800-445-3836, or email Darlene@escoimports.com.
