Vendors focus on play value in mix - BerZer Candy Werks discovers children want interactive candy - Food Merchandising

Discount Store News, Feb 20, 1995

The idea of the candy industry marketing to kids seems, well, an obvious point, but marketing executives at BerZerk Candy Werks contend that the industry really hasn't been paying enough attention to what today's kids really want in their candy and gum purchases.

"What we've found is that kids really do want products they can call their own, not just scaled down adult products, and they want things that are fun, that have play value," said Angela Stevens, marketing manager, BerZerk Candy Werks.

Listening to hat kids want is a major part of BerZerk's success at marketing its CandyCaller, CandyKeyboard, Candy Music maker and now CandyPager candy-filled message minder directly to kids and their parents. It helps to keep in mind, said Stevens, that there are some 34 million kids ages four to 14 that have $60 billion to spend annually of their own money. Children also directly influence $147 billion of parents' spending.

Children's typically spend two-thirds of their allowances or income spent on candy, snacks and beverages. It makes sense, said Stevens, that manufacturers develop more products that appeal to children.

"The demand for our interactive candy products has been incredible," asserted Stevens. "Our research with kids and moms indicates that kids don't buy candy just because it tastes good anymore. Rather, a candy's fun value and play quotient are the real factors that drive a purchase. Kids want candy they can interact with, candy that does something. Like our other Werking Candy products, CandyPager [the newest item in the line] is designed so retailers make $1 profit on every unit they sell," Stevens added.

"When you consider that the floorstand holds 96 units, each at a suggested retail of $2.99, that's over $100 profit from 1.6 sq. ft. of floor space."

Stevens said many retailers have found the BerZerks line does exceptionally well as seasonal gift items, whether as stocking stuffers for Christmas, treats for Valentine's Day or in Easter baskets.

"One of our drugstore retailers used it as a Valentine's Day Promotion, and it outsold its Valentine's Day Laserpops promotion," Stevens said. "We think there is real opportunity for kids' novelty products that pick up on what kids find fun."