Edutainment toys

DSN Retailing Today, Dec 15, 2003 by Doug Desjardins

The market for educational and learning toys started with simple products that taught preschool kids the basics. But now, industry leaders like LeapFrog and American Greeting's Learning Horizons are expanding the sector with toys that target older kids with an emphasis on entertainment.

"For older kids, it's harder to keep their attention, and successful products need to educate and entertain," said Dr. Stevanne Auerbach, an industry analyst who specializes in educational toys. "They have to have a few extra bells and whistles to capture their imagination."

The list includes the popular LeapPad learning system that targets kids ages 4 to 8 and the Explorer Interactive Talking Globe for kids ages 8 and up. The handheld iQuest learning system from LeapFrog aims even higher, targeting kids in grades 5 through 8 with a unit that resembles a portable game console.

And the toys don't have to focus on reading, writing and arithmetic. Products like the Spy Gear Eye-Link Communicator from Wild Planet and Lego's Mars Exploration Rover rate high on Auerbach's list because they teach skills that transcend education. "They do educate, but they also help develop mastery and self-confidence," said Auerbach.

Even companies that have focused on preschool kids are moving up the ladder. Baby Einstein is expected to announce in 2004 that it's expanding its line of toys beyond its traditional 0 to 3 years target audience.