Retailers mold new role for kids' arts & crafts - new children's arts and crafts products

Discount Store News, Sept 2, 1996

NATIONWIDE DSN REPORT -- Arts & crafts for children have extended far beyond craft sticks and boxes of crayons to include more sophisticated products that combine education and fun.

With today's new products, kids can not only decorate a dollhouse, but can build one; not only wear jewelry and hair accessories, but design and make them; and not only learn about science, but experience it firsthand.

Manufacturer shipments of activity toys rose slightly to $1.827 million in 1995 from $1.821 million during the year-earlier period, according to the Toy Manufacturers of America. Increases were recorded in scientific toys, reusable compounds, crayons/markers/chalk sets & supplies and paint sets/supplies. Similarly, unit shipments from these categories drove the number of shipments to rise from 560 in 1994 to 573 in 1995, a 2.3% increase.

While discounters don't have the shelf space to carry the depth of product offered by chains like Zany Brainy and Noodle Kidoodle, the segment is becoming more proactive.

Ames has doubled the size of the department to 24 ft. and expanded its selection of Binney & Smith, Lisa Frank and Amav, a line of craft kits housed in plastic suitcases. Price points are running up to about $20, but most prices fall in the $6 to $10 range.

"We look for kits that have a great child satisfaction rating. It's also important that kids can make the craft that they see on the outside of the package," said Mark Kaplan, divisional merchandise manager at Ames.

Giving kids what they want is paramount since they tire of any activity that's not keeping their attention. What is capturing girls' attention this year is jewelry-making, sand art and flower drying, while boys are into scientific crafts, construction and building sets and also sand art, albeit to a lesser degree.

These play patterns will be reinforced through a host of new products on shelves during the all-important third and fourth quarters. Leading the charge are Binney & Smith (maker of Crayola products), Ohio Art, Kenner and Rose Art.

New on shelves this year is an Indian Princess Jewelry Making Set and Scrunch 'n Wear Minis and Barrettes from Tyco; Jazzy Color Twists from Crayola; and Fantastic Jewel Designer from Kenner.

"There is a lot of interest in little girls doing very feminine things. This has helped the sale of bead and sand art products, which are extremely popular right now," said one manufacturer who supplies the mass market and specialty store channels. "For boys, science kits are hot because they can do experiments and tinker around with magnets and other stuff they consider to be cool."

Kenner has received favorable responses to Wonder World, its new activity line in which kids can re-create a 3-D diorama using a magic gel that holds figures in place. For example, kids can use the Tropical Lagoon kit to create a tropical scene that includes the tank, a diver, sea gulls, dolphins, tropical fish, an octopus, a shark and more.

Crafts have also been incorporated into class curriculums and are gaining favor among teachers.

"Discounters have begun to look at the arts & crafts category not only from a what's fun for kids perspective, but from a parent education and teacher education standpoint as well," said Diane Walsh, business unit manager for creative learning products at Manco.

Wal-Mart is testing a 4-ft. section in its stationery department stocked with flash cards, stickers, activity workbooks and teacher recognition stickers, thereby creating a destination area for teachers and parents who already shop the store.

Similarly, ShopKo tested craft kits, puzzles, flash cards and workbooks in its Kimberly, Wis., store under the umbrella of Learning Horizons, a program in conjunction with American Greetings. Office Max and Staples have also devoted more space to teacher-oriented products.