Art for Kids becomes more than just child's play: from whimsical posters to sophisticated originals, the art market offers more choices for decorating the walls of children's and teens' rooms than ever before

Art Business News, Sept, 2003 by Ellen Sturm

When a couple finds out they are expecting a baby, they do many things to prepare. One is to carefully plan the nursery's decor, from the furnishings to the bedding to the wall art. As that child grows, the parents continue to make the child's room a safe and happy place. Eventually, the child wants to choose what style best reflects his or her personality.

Fortunately, at every step of the way, the art market offers wall art of all styles and prices for babies, adolescents, tweens and teens. "In general, the children's furnishings industry is a growing one, and wall art and room decor is a big part of that," said Jane Kitchen, editor of Kids Today, a trade magazine covering the children's furnishings industry. "There is a lot to choose from these days."

According to Nicholas Edgar, marketing director at Rosenstiel's, "We have noticed a considerable rise in interest in children's art recently, particularly over the last 18 months." Recent events in the United States may be helping the niche to grow. "The trend toward cocooning is continuing in 2003," said Anita Kirk, promotions specialist at Art in Motion. "Parents are looking to create rooms for their children that promote fun and give their child a sense of security."

Although the economic downturn has made people more concerned about spending money, the housing and decorating markets have stayed strong as people want to spend more time at home with their families. Allison Dailey, associate product manager for Portal Publications, said, "There is an increased effort to make the home a comfortable, safe place to live. As parents strive to make this happen, decorating their children's rooms with uplifting art is a top priority."

Harriet Rinehart, founder of Rinehart Fine Arts, now part of the Bentley Publishing Group, tried publishing artwork for children's rooms years ago and said one should also consider the "Grandma Market." She said, "Grandmothers are investing in pretty, expensive pictures for infants."

Parents Under the Influence

Children are as interested in decorating their rooms as their parents and are more knowledgeable these days thanks to the influence of the media. "Kids themselves take more interest than they did 10 years ago and at a much earlier age," said joy Phillips, owner of Creative Images, where half of the company's SKUs are exclusive to the Art4Kids brand. Artist Rudi Wolff of Big Flower Art, whose bright, abstract, floral works have been installed in children's hospitals and schools, said, "Certainly for infants to possibly six years old, the parents are the buyers and the tastemakers, and from then on it's the kids themselves. Parents can influence and shape their child's taste by the art they themselves own."

Fau Grana, president of Art:asap, a Manhattan gallery that frames a lot of art for children, said parents don't always choose what kids may prefer. He remembers his daughter's preschool class field trip to his gallery. He was surprised when the kids were more attracted to a showcase of Smithsonian abstracts than to a display of Mickey and Minnie art. "Kids want more vibrant colors, more modern and abstract images," he said.

"Kids seem to have a new-found purchasing power--with an awareness of and distinct say in getting what they want," said artist Kate Holmes. Kitchen of Kids Today said that companies are taking advantage of this and paying more attention to the eight- to 12-year-old tween market especially, because that group has been underserved and is at an age when they begin to have a say in decorating their rooms. "It is easy for parents to let [their children] choose an accessory like art," Kitchen said.

Expanding Horizons

Phillips said over the last five years, retailers have realized the potential for youth accessory sales which has translated into more product in the marketplace than ever before.

"As a new mom," said Holmes, "I distinctly remember the Pottery Barn Kids catalog being introduced. Its rollout was a watershed of sorts; for the first time, the mass market was offered a somewhat sophisticated art and decor product." Holmes' art is often chosen for kids' rooms because of its subject matter and childlike perspective.

Art for children is now sold almost everywhere art or home furnishings are sold--gift and craft stores, bookstores, warehouse stores, catalogs, galleries, home stores and the Internet. "There has been an influx of major retailers creating their niche stores or lines for children," said Jeff Kelly of Jeeto!, a design company that provides bold, contemporary art for children's rooms. "Most are taking the expensive decor and attempting to translate it to a children's room setting at an affordable, or somewhat affordable, price."

Just for Kids

Traditionally, art for children is filled with soft pastel colors, friendly animals and children's cartoon or book characters, such as Disney or Babar, and is often theme-based, around such subjects as animals or sports.

Kirk said Art in Motion's artists Alex Clark and Emily Adams are very popular for children's rooms. Clark's work often uses countryside themes, animals and birds. "Spot the Sheep" and "Spot the Pony" as well as "Zebra on Safari" and "Lion on Safari" are created with a neutral palette and are surrounded by a type-style border. Adams' children-inspired series features "My Pink Car" and "My Boat." "This collection of six smaller scale images are perfect for a child's room or for those young at heart," said Kirk. "Emily's artistic perspective encourages her to view subjects in a fresh and creative manner, enabling her to interpret a simple object with a unique and often whimsical approach."