Kudos to the catalog: disabled kids get their due - The Power Retailers: Toys 'R' Us

Discount Store News, Feb 6, 1995 by Laura Liebeck

PARAMUS, N.J. -- The words "catalog sales" were as popular in toys this year as in dresses, sweaters and winter boots.

But Toys "R" Us went its own way, with coupon savings books and TV spots to stimulate interest in the all-important fourth quarter.

1994 was a banner year for the catalog program.

Toys "R" Us, the nation's largest toys retailer with 1994 projected sales to top $6 billion in the United States, did itself one better in 1994 with a slew of new and improved toys catalogs that drove in the foot traffic.

The crown jewel of the catalog program was its gigantic 84-page Christmas book called The Big Toy Book featuring $610 in savings coupons, distributed to more than 58 million homes. In 1993, TRU debuted the Christmas catalog with more than $500 in coupons that ceo Michael Goldstein said increased the company's same store sales by 7.3% for the season. No figures are available yet on the '94 catalog.

The Big Toy Book this year was preceded by the retailer's first ever Pre-Holiday bonus book that offered $309 in coupon savings. After The Big Toy Book was a firstever 32-page Video & Game Electronic Book with more than $500 in coupon savings.

Before that, Toys "R" Us produced its 1994 summer catalog, a 48-page book offering $322 in coupon savings.

But the one catalog Toys "R" Us produces that doesn't feature coupon savings and which gets little notice except for a small, but loyal and growing following is its new "Toy Guide For Differently-Abled Kids."

Produced with the assistance of the National Parent Network on Disabilities and Toy Tips, a national toy-testing organization, Toys "R" Us debuted its first "Toy Guide for Differently-Abled Kids" in June of 1994. The second catalog was distributed in October 1994.

The only reference to the catalog's availability is a sign at the entrance of each Toys "R" Us store.

Each catalog features 80 toys, every one tested for its appropriateness for disabled children.

The catalog was created as an easy-to-use reference book for families of disabled children.

"We worked closely with The National Parent Network on Disabilities in preparing this catalog," said Goldstein. "In doing so, we gained an understanding of the specific needs of families who have children with disabilities."

The full-color booklets feature toys from a variety of manufacturers accompanied by a description of the toy and a color-coded, visual symbol identifying a toy's potential assets for the user. These symbols, such as a drawing of an ear representing auditory skills and a paint palette for creativity, also help parents select the most appropriate toy for their child.

The cover of the catalog, as well as every right-hand page, features all 10 symbols in the program.

For example, the Little Red Ride-On by Fisher-Price includes the following description and visual symbols: "Large handle and wide wheel base makes for easy on and off mounting. Bench seat design is good for working on balance. Plus, there is a storage compartment under the seat." Symbols for fine motor skills, gross motor skills and visual are featured plus the photo of a little boy atop the toy.

"We have worked closely with The National Parent Network on Disabilities in preparing this catalog," according to a prepared statement made by Michael Goldstein, chairman and ceo of Toys "R" Us. "In doing so, we gained an understanding of the specific needs of families who have children with disabilities."

On the inside front cover of the October booklet, founder Charles Lazarus wrote to readers about how well the first book was accepted. He noted that the new catalog features electronic toys, in response to requests for these products. Lazarus also reminded readers that the toys were "tested by licensed professionals along with disabled children, then rated for the developmental benefits, educational value and play value."

The first catalog was mailed to more than 600,000 people, all NPND members, educators and professionals prior to reaching the stores. Three million copies were produced for the October '94 issue.

"It is really a wonderful project. I get so many calls from parents; so many parents want to know about toys that promote self esteem," said Marianne Szymanski, president of Toy Tips, Milwaukee, Wis.

She noted that hundreds of toys were tested for each catalog. Occupational therapists participated in the process.