Whistling a happy melody in kids' music; the tempo rises as marketing strategies tune in children, parents

Discount Store News, April 1, 1996 by Pete Hisey

A country title in the making will feature modern country stars' takes on Disney classics. And another instrumental offering will feature re-recorded orchestral versions of Disney soundtracks.

"We are intentionally looking for an intersection of pop music and appeal to kids in everything we do," Haft said. "Kids are rarely listening to music by themselves, and to really maximize the category, there has to be something there for the parents as well."

That said, Haft noted that the category as a whole seems to be in a flat period. "We're doing fine, but judging by the number of calls we get from agents of children's artists looking for a home for their kids' products, not everyone is. The children's music category is a small one (Disney accounts for just under 2% of industry sales), and it's tough to get retailers to focus on it. But it offers such strong profitability and appeal to core shoppers, who are generally parents, that we think many merchants should be paying more attention."

The greatest hope for a resurgence, he said, is competition. "We love good competitors. It makes all of us stronger," he said. "Sony's Kenny Loggins title went platinum, both Barney titles are still selling strongly, Sesame Street will always sell. When a kids, music section is done right and has a compelling mix, it gives a lift to the entire industry."

Sony is attempting to leverage several hot licenses, particularly Sesame Street and Nickelodeon products like Ren & Stimpy, Moss said.

And occasion marketing will continue to play a role. Following its successful Rugrats Passover promotion, Sony will offer, just in time for long summer vacation drives, a Sing-Along Travel Songs title based on Sesame Street. Sony is looking for products already familiar to families, leading to a release of a Madeleine CD based on the books and videos featuring the character.